Close Up (Jul-Nov 1927)

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CLOSE UP want its Lya de Putti, its Tom Mix, its May McAvo}^ regardless of the film in which they happen to appear. Tom Mix is on at the Royal. Good enough, let us go to the Royal, no more question, nothing else to worry about. Clara Bow is on at the Biograph, We must go. And when it is bad we can chatter or go to sleep or make love. You will never get more than fifty per cent on j'our side in any cause, so that leaves thirt}^ to win, and, there is not much doubt about it, they can be won. Out of this thirty comes the tv/enty that apologises for going, says "awfully absurd, sheer waste of time" but creeps in as often as possible, swallowing films whole and loving them if the truth were known. The ten per cent is split into those who go to the good films (e. g. Ben Hur, The Big Parade, The Ten Commandments) those who go for rest and something to talk about, and those who go because they can lose themselves in a cinema as they cannot lose them.selves in a theatre. These are all healthy prey, and will come to the fold in time. They are the people who have open minds, who are ready to absorb ideas, providing the ideas are spread out in front of them. When better things are ready they will accept them naturalty, just as the}^ accepted lifts in place of stairs, and escalators in place of lifts. They would not have invented lifts or escalators themselves, but when the thing was done, thej^ approved and used them. So with films. When ardent forerunners have brandished their banners sufficiently and the thing is before their eyes they will take to good films as naturally as they took to bad ones. 7