The effect of temperature on the absorption and fluorescence properties of l,4-diphenyl-l,3-butadiene (DPB) in polyvinyl alcohol) film (PVA) was investigated in the range from 293 to 423 K. Upon heating above 353 K, the optical density in the long wavelength region (at 339 nm) increases five times only, whereas for l,6-diphenyl-l,3,5-hexatriene (DPH) and l,8-diphenyl-l,3,5,7-octatetraene (DPO) ten and twenty times, respectively. However, the total quantum yield ($ F = 0.68) at 293 K is greater than that for the trans-trans form (