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ASPECTS OF THE SOCIAL SCENE 21
ยง 3' Growing popularity meant increased revenue \ for the promoters, and with profits rising courage became more firm. The spectacle presented became more elaborate, no expense was spared in attempting the technical development of the machine, there arose the beginnings of a campaign towards the inducement of more and more patrons. The complicated halfscience of showmanship came into being, the cinema hall was to be truly a palace, all directed towards this campaign of inducement. For the great middle class, so mightily in power, had only approached with trepidation. There were complaints of flutter pernicious to the eyes, of bad ventilation, conducive to the spread of contagion. That must go if the bourgeoisie were to be caught. And so the Royals and Grands became Empires and Majesties. Air-purification and shutter mechanism went hand -in -hand towards a common goal.
Despite the essentially casual nature of cinemagoing amongst the majority, the continual coming and going, when feet are trodden upon and hats battered in, the habit of 'popping in to a picture,5 akin to c popping in for a quick one,5 did not apply so largely to the middle class. In Great Britain particularly, the middle class have always treated going to the theatre with a certain preparation. Not, mark you, out of any respect for the theatre, for it is fundamentally incapable of regarding the theatre in any but an aphrodisiacal way, but on account of an indubitable excitement attached to the mere business of c going