Cinema: Cinemadvertising

With the exception of those frayed asbestos curtains which, bordered with gauche testimonials, used to hang in provincial opera houses, the theatre has always been a form of entertainment reasonably free from extraneous advertising. Less for ethical than for practical reasons the cinema maintained the same policy until about a year ago when, searching shrewd methods to combat Depression, producers hit on the scheme of making short advertising films which were paid for twice—first by the advertisers, second by cinemaddicts who paid to see them as entertainment. The scheme was bound to...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!