We tested the feasibility and effectiveness of population cholesterol screening in a California shopping center. Total plasma cholesterol (TC) was measured in 429 adults from capillary blood samples, using automatic analyzers (Reflotron). A self-administered questionnaire was used to ascertain demographic variables, lifestyle, and knowledge about cholesterol and heart disease. According to NIH Consensus Conference criteria, 20% of all screenees showed moderate or high risk TC levels, but over half of these had a history of hypercholesterolemia prior to testing. Follow-up of all screenees with TC levels at 220 mg/dl and greater revealed that 32% had been compliant with our advice to contact their physician. Physicians expressed no concern in 71% of those with TC elevation of 220-239 mg% and in 30% of those with TC levels 240+ mg%. Of all participants, 40% reported dietary changes in response to the screening; 78% of this group, however, made changes without a physician's advice. In our experience community cholesterol screening is popular and feasible. Efficacy, however, must be improved by better education of physician and the public.