40 T H E M I N D O F THE BUY E R
al so , th a t a faint moving ligh t a t trac t s a t ten
tion more quickly tha n a strong sta tiona ry
o ne.
A fi el d with still great e r possibilities o f de
vel o pment i s th e m oving pi c ture. H ere i s
m ovemen t incarna te, th e c onsummati on o f
man ’s a ge-l ong dream s a nd c ravings. And m a n
wo rship s a t th ei r sh rin e nigh tly, be h e ri ch
o r p oo r, young o r ol d, savan t o r imbecil e. H e
t ries to j ustify hi s i nfat uati on by elabora t e
reasons o f a n e sth e tic , soc ial o r ec onomic
na ture : th e cinema offe rs a va rie d ent e rtai n
men t ; i s alway s j us t a ro un d th e c orne r ; c os ts
only ab ou t a q ua rte r. B ut th ese do n o t fully
a cc oun t fo r hi s int ere s t. F or wh en th e pl ot
is vapo ri sh , th e h umo r inane, th e vamping
“ o l d stuff, ” h e still a t tends with see mingly in
satiabl e avi dity. Th e cinema a s a selling
m edium h a s no t yet c om e i nt o its own. Neve r
thel ess it will undoubt edly devel op i nto a
val uabl e ally fo r t h e sell er, bec au se i t em
b odie s a fea ture to which ma n i s pa ssionately
incli ned— movem en t.
Simulated or suggested mov ement. S o s trong
i s ou r a ffini ty fo r movemen t th a t w e resp on d
to th e me re sugge stion o f i t. An autom obil e
which is pict ured as m ovin g pl ease s u s m ore
th an one which app ears to be stan ding stil l.