The first chapter “Going to the Movies: Early Audiences” deals with the arousing interest in nickelodeons, the first theatres which showed silent movies, in the beginning of the 20th century. Beginning with the promotion of the new entertainment form, that was mainly oriented on the middle class, but other social classes could watch movies due to the affordable and cheap ticket prices. Furthermore, the author states that the nickelodeon owners lured the citizens in the movie theatres with advertisements and special effects like music. That is to say that they managed to manipulate consumers with placards, toys and gifts. As a result is that the movie theatres were crowded with people related to the joy the medium gave to the audience. However,