What’s Wrong with the Movies? by Aleister Crowley in Vanity Fair, Jul 1917.

“ANOTHER point is the question of ‘new stuff.’ One enterprising movie manager did actually go so far as to engage a set of competent artists—at $150 per diem, all told—to get out new ideas for him: original costumes, lights, scenery, and all the rest of it. They produced new ideas. ‘Fine! Fine!’ cried he. Then a horrid doubt seized him. ‘But this isn’t a bit like what we’ve been used to!’ he stammered. ‘No,’ they said, ‘it’s new. You said ‘new,’ you know!’ ‘That’s right, I did,’ he cried, ‘but, say, the public wouldn’t stand for this, it’s too new.'” [via]