Source: ‘The Cinema Audience’, The Evening Telegraph [Dundee], 11 September 1919, p. 4
Text: The Cinema Audience. Screengazers Under An Observant Eye. “Potting the Picturegoer” a Fascinating Sport. (Special to Telegraph and Post.)
“Potting the picturegoer” can be quite a fascinating sport. There is no necessity to don loud tweeds and light brogues or flannel trousers and white shoes. You enter the arena in everyday costume and arm yourself with the only weapon required — the observant eye. Of course, you are merely courting trouble if, when caught at the game in the entrance hall of a picture house, you call yourself a “practical psychologist.” The gold-braided gentleman who is the presiding genius of the place will rightly resent and suspect such language, and probably propel you streetwards. Rather tell him with disarming frankness that you are studying the “screengazer” in his native haunts and that you propose presently to inside and continue your investigations.
Ten minutes near the pay-box will convince you that your “victims” are drawn from every class of society. You soon understand why Mary Pickford can claim to be the “world’s sweetheart.” It this mingling of all sorts and conditions of people that makes the observer’s game worth while. Notice particularly the mood that prevails in the queue. It contrasts strangely with that of the audience passing through a theatre “foyer.”
There no ceremony about picture-going, no air of attending a function. The “pictures” are free and easy in spirit, and the audience is similarly affected. It largely this “come and go as you please” atmosphere that maintains the popularity of the cinema.
Inside the house, you come to close quarters with your “quarry.” Before long you discover that the shrewdest judge of a picture is the audience. You will find, of course, that criticism changes character you pass from back to front of the hall, but really good picture will be recognised and praised by all, while the faults of a film will be unerringly detected.
If a comedy is screened will be interesting to watch the effect on various members of the audience. Not every screen comedy is really humorous, and you may be surprised to find a friend who prides himself on his subtle and refined sense of humour taking advantage of the darkness to grin broadly at what is actually silly horseplay.
He may be comfortably placed in the best seats the house affords, while an occupant of the benches near the screen is only bored by the film. You therefore conclude that appreciation of real humour is not necessarily conferred by the ability, to pay for a “tip-up.”
Things That Annoy.
The “star” film flickers on to the screen. If it is a well-constructed picture the interest of the audience is maintained, but you need not a profound observer to note the sign of impatience when the story “drags. “Padding out” a picture irritates, and a player who takes thirty feet of film to accomplish what could reasonably be done in ten annoys the audience.
Your picture-goer is credulous, although he hates to be asked to swallow too much, He will stand absurd situations which no playwright would dream of foisting on theatre audience. But he is gradually coming to demand from the screen some approach to the happenings of real life, and to reject as impossible many situations that have hitherto passed muster. He likes what is novel, but refuses the wholly improbable.
Suppose that the film is of American production. The fact may account for a mystified and almost angry audience. You watch it vainly trying to grasp the meaning of tho letterpress or “leaders” between the scenes, for the American has entirely forgotten that the British audience, while capable understanding English, makes little of New York Bowery slang. Some of these Americanisms have an undeniable piquancy, but most are unintelligible, and only succeed in annoying the picture goer.
Comment: This curious article was published in Scotland by the Dundee-based Evening Telegraph newspaper. It addresses itself to an audience with seemingly little knowledge of cinema at all, at a time when cinema-going throughout the UK was coming to be adopted widely across the UK and no longer seen as a largely working class entertainment. The audience reported on was presumably in Dundee.