People around New York City should take note of the new policy being followed by the Apollo Theatre (Forty-second Street, west of Broadway); and people through the country should take note of the way this policy is going over. The Apollo is booking the outstanding foreign films of the past, on what Variety would call a grind basis (continuous from 8 a.m. to 2 a.m., 10 cents till noon; 15 cents till 6 p.m., 25 cents thereafter) and it is cleaning up on it. When films of this kind make their way at popular (i.e., nonsnob) prices, I begin to feel better. The revivals may be good, they may be bad, but the full-house attendance figures suggest one thing above all others: people are becoming conscious of the vast fund the moving pictuers have been continually depositing in their name--not by the superfiical processes of formal education, but through seeing and enjoying, through filtering into theaters of their own volition, sifting out the good from the bad with a certain lasting shrewdness."
-Otis Ferguson, The New Republic, 20 July 1938.