• Louis B. Mayer is one of those with a claim to posessing the equation... he began to buy up nickelodeon arcades in the years before the First World War in and around Boston. He had noticed that people liked going into the dark to see the light... the appeal of the movies is beyond the sensible, rational or the hard-working. Going into the dark, afte centuries of progress in which mankind has staggered toward artificial light, smacks of delicious perversity.