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 twicefirst by the advertisers, second by cinemaddicts who paid to see them as entertainment. The scheme was bound to...
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