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but I quote it so that you may realize what kind of man is in charge of your entertainment. He is known as the renter, and he decides whether you shall see a picture or not. In other words you are brought down to his level, and his taste and culture are not usually above reproach. Of course there are exceptions, notable exceptions, but still exceptions.
These renters sit in their offices and talk of 'box-office values', 'box-office titles', /C. E. A. reports' ; when they are confronted with an imaginative film they are embarrassed because you, as the great public, are not supposed to have any imagination. If you do not have your bathing girl sequence, your bedroom scene, you will go away and brand the picture as 'lacking entertainment angles.' The great ones shudder. If they do 'put the film out' they do so tentatively, without any publicity campaign, and in the trade papers it is recommended for 'discriminating patrons'. The production secures sparse country bookings and very few people are aware that the film has been shown at all. However it is far more likely that it will be consigned to the shelf. I have been told that it was impossible to find a renter who would offer a rock bottom price of £ 500 for the exquisite 'Adventures of Prince Achmed'. Not one man with sufficient love of his business to try an inexpensive experiment, for ■£ 500 means nothing to a renter !
It may be that the difficulty of finding a renter prepared to take imaginative work is responsible for the present dearth of fantasy on the screen. An ominous sign this. Most of the screen's classics have been inspired by fantastic scripts.
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