ABSTRACT
The film industry was anxious to please everybody. ‘Give them Joy’, advised the Bioscope in 1922:
‘There are certain things in film entertainment that can always be relied upon to please, such as romance presented with sincerity. It may be far-fetched, but it must not be sloppy. Baby scenes always get over. Even the lowest mental types always enjoy peeps into “furrin’ parts” if they are not prolonged. All stories must end happily. There's no need to bother about logical or artistic endings. People don't go to cinemas to study logic or art. They want to be cheered up. Therefore, see you get humour into your programme. Broad humour, not coarse or vulgar, is safest, because it appeals to the majority, but vary this line with occasional fight humour.
‘And don't neglect the tragic. Folks like to know that other people get into trouble as well as themselves. Women especially love a good cry. But the end must strike a happy note.’ 1
