Source: John W. Woodhead, quoted in Jeffrey Richards and Dorothy Sheridan (eds.), Mass-Observation at the Movies (London/New York: Routledge & Kegan Paul, 1987), p. 80
Text: John W. Woodhead, 37 Stanley Rd (aged 18), regular cinema-goer (6 times amonth), preference – American films.
Comments. First of all I should like to thank the Films for the many entertaining hours I have spent watching them. I sincerely hope that the high rate of entertainment which has been raised in present-day Films will be maintained. Also, a word of praise for modern cinemas – their luxurious interiors certainly increase one’s enjoyment of a show. But must we have:-
1 Worn-out film plots?
2 Inane ‘shorts’?
3 Depressing ‘psychological’, films.
4 Lady-patrons in front of us wearing eccentric head-gear?
Comments: Mass-Observation carried out a series of studies in 1930s and 1940s into how people in the UK lived, through a mixture of observation, diaries and invited comments. This comment comes from Mass-Observation’s research programme into cultural life in Bolton, Lancashire. The study began in 1938, and this comment is a response to a questionnaire issued in March 1938 asking Do you go to the cinema regularly? How many times a month do you go? Do you go regularly on the same day, if so which day? Do you think you see people on the screen who live like yourself? Which are the best films, British or American, or do you think both are the same? People were also asked to number the types of films they best, and to list what they would like to see more of in films. This respondee was a regular of the Odeon, Ashburner Street.