This article was written for Isca Media.
“Imagine this – you’ve made a film. You’ve managed to persuade a local cinema to show it. It’s free entry. It’s packed out (it’s free!). About half way through, the movie’s turned off, the house lights are turned on and you start collecting donations in a basket!
Novel idea? Innovative? Cheeky?
I guess, all three. But how innovative would this actually be today?
If you were in China in the 1920s you’d have expected this. China Theatres Ltd were doing exactly that. This was because the cinema-going Chinese public of the day refused to pay for anything they had not seen. Smart!”
Read the rest of this article from Isca Media.