It is generally to any demagogy treated with suspicion. Someone of his colleagues relied on labor and immigrant audiences. Zukor, who had weak links with these groups of people counted more wealthy and more prestigious audience. The next step Zukor was quite unexpected.While he advocated "quality cinema", Marcus Loew gradually bought cinemas and became a significant force in the entertainment industry. Zukor offered him Michael J. download movies. Johnson
and create a joint venture - "The combined company Loyev." But there was one condition Zukor."I told him that give their capital, but will not take an active part in the manual because it is not I needed. I was interested in the movie" - recalled Zukor. Loew agreed, and in 1910, Zukor, passing it the case, left the entertainment industry and plunged into a three-year izucheniekino and its potential.Among those who doubted the prospects of the movie, and he was Loew. But with Zukor they share a common desire - to go from viewers of the working environment to the audience, representing the middle class. Zukor focused all attention on how to improve the films themselves.Loew also gave all his strength improvement cinemas, and soon he was rebuilding the old halls and re-opened them "affordable" as a combination of screens and "vaudeville".The first such facilities, which arose in 1908, called "Royal", and to illustrate the ambition Loyev, suffice it to say that on the opening day there appeared the famous Italian tragedian Antonio Moro, perform a scene from Shakespeare.