Close Up (Jul-Nov 1927)

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CLOSE UP COMMENT AND REVIEW Here is a much more important point than it sounds. Is it essential that chocolate manufacturers wrap their boxes in all those cellophane papers ? One knows that people Uke to make the cinema a light-refreshment lounge, but how often at some arresting or poignant mioment, someone beside you starts peeling her chocolate box ! First of all air-proof paper, which fumbled at in the dark takes fully a minute to tear off, and crumple in one's hand, and roll under the seat in front ; then the box lid and its reluctant severing, carrying in wake vast overflowings of fancy trimmings ; then more translucent paper covering fancy paper mats, then shredded paper, and bits of cardboard, and folded paper, and crinkly containers, and more often than not another VvTapping round the chocolate itself. In all, a five to eight minute operation, and guaranteed, one feels, to be as noisy as specially constructed papers can miake it. Well, if it is hygiene, after all is it hygiene ? And isn't it rather overdoing things ? Anyhow, there must be all sorts of papers less noisy, and quite as suitable. Moreover, by some inevitable mass self-consciousness, the peehng of one box will remind dozens of ladies and gentlemen of the unopened boxes lying on their laps, and one's attention is swept away in the sudden hurricane that drowns 63