Close Up (Jul-Dec 1928)

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CLOSE UP Avenue and he is appointed by his firm, Gaumont-British ; he has therefore to earn his hving, and make the cinema pay. He is not a free agent, he is not a rich man determined to put his money into showing as many good films as he can while the mony lasts, and he has no financial backing. From first to last he is a business man, and he shows films because it is his job. But he has found that, even in London, it is just as possible to show good films as bad, and that good films pay, once censors and customs officials can be placated. He has decided to let London have something approaching the Ursulines, and the way he has set about it, because he is a business man, is interesting. He did not say "Here is an Ursulines, come along and see exotic films", and make a gallant stand against the indifference such a statement would have caused among his patrons. He first showed his patrons several good films and saw how they liked them. They did like them, and so did others who heard there was a film one could enjoy at the Avenue Pavilion. He thus made sure of his regular audience, and added to it. Ivan Moskvin's The Postmaster was shown, so were Impetuous Youth and Jeanne Ney. Jeanne Ney was such a success that Mr. Ogilvie wishes to put it on again, but cannot until it has teen generally released. Vaudeville was put on for a week. Although it had been on in the West End during the winter, it proved so popular that it w^as kept on for two. As I write, Grune's The Street is runrjing, to be follow^ed by The Nihelungs. It is one of the great fallacies, encouraged by men of h 64