The book also includes nostalgic essays by writers and directors, such as Apichatpong Weerasethakul, who ends his piece with this comparison: "Tens of thousands of years ago, when our ancestors were living in caves, they often drew on the walls of the cave, showing us how they lived their lives. It seems to be an unknown force in our blood. Looking at it like this, you could say that cinemas, whether inside or outside department stores, are our modern day caves."
There are also chapters devoted to unusual forms of film promotion, from glass slides to painted mud flaps. The 500-page book - a valuable record of social history, film culture, and architecture - is part of the Filmvirus series, which also includes a monograph on Apichatpong, Unknown Forces. (A Century Of Thai Cinema, by Dome Sukwong, also features a few pages of vintage cinema photographs.)