In this authoritative work, Seiler and Seiler argues that the
establishment and development of moviegoing and movie exhibition in
Prairie Canada is best understood in the context of changing
late-nineteenth-century and early-twentieth-century social, economic,
and technological developments. From the first entrepreneurs who
attempted to lure customers in to movie exhibition halls, to the
digital revolution and its impact on moviegoing, Reel Time
highlights the pivotal role of amusement venues in shaping the leisure
activities of working- and middle-class people across North
America.
As marketing efforts, the lavish interiors of the movie palace and
the romantic view of the local movie theatre concealed a competitive
environment in which producers, exhibitors, and distributors tried to
monopolize the industry and drive their rivals out of business. The
pitched battles and power struggles between national movie theatre
chains took place at the same time that movie exhibitors launched
campaigns to reassure moviegoers that theatres were no longer the
"unclean and immoral places of amusement" of yesteryear.
Under the leadership of impresarios, the movie theatre rose up from
these attacks to become an important social and cultural centre -
one deemed "suitable for women and children."
An innovative examination of moviegoing as a social practice and
movie exhibition as a commercial enterprise, Reel Time depicts
how the industry shaped the development of the Canadian Prairie West
and propelled the region into the modern era.
Robert M. Seiler is associate professor emeritus in
communication and culture at the University of Calgary. Tamara
P. Seiler is professor emeritus of Canadian studies at the
University of Calgary. Reel Time is their second joint
publication.
