A lot of the demand, however went to spectator entertainment, and to reduce bottlenecks and increase revenues, entrepreneurs started to use cinema technology. Consumers reacted favourably to this technology, giving entrepreneurs incentives to develop it further. Using informal comparative growth analysis, the paper finds that, over time, in an evolutionary process, more and more expenditure was moved away from things such as tobacco and alcohol to entertainment expenditure, and within entertainment expenditure, more and more was spent on cinema. Cinema-going became a habit for consumers, sometimes daily, sometimes weekly. . the outcome of the evolutionary process was that cinema became.
