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The theatres were often palaces, about spectacle and a night out more than the movie itself. Marcus Loew said , "we sell tickets to theatres, not movies" (pg 113 , Hollywood cinema, Maltby R, 2003). The majors forced independent theatres into block booking their movies. If they wanted to purchase an individual movie from the producers they had to buy them in blocks, which often included some low budget and less popular movies. "The system worked in the distributors best interest by ensuring a wider distribution for lower budget movies and preventing independent exhibitors from buying only the most successful product", (124, Hollywood cinema, Maltby R, 2003)...
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