The Complete Stories_ Volume 1 - Isaac Asimov [89]
"I know," said Weill, "and we've kept that up. But also we've opened a rental business for the masses."
"Yes, we have and it's not enough. Our dreamies have subtlety, yes. They can be used over and over again. The tenth time you're still finding new things, still getting new enjoyment. But how many people are connoisseurs? And another thing. Our stuff is strongly individualized. They're First Person."
"Well?"
"Well, Luster-Think is opening dream palaces. They've opened one with three hundred booths in Nashville. You walk in, take your seat, put on your unfreezer and get your dream. Everyone in the audience gets the same one."
"I've heard of it, Frank, and it's been done before. It didn't work the first time and it won't work now. You want to know why it won't work? Because, in the first place, dreaming is a private thing. Do you like your neighbor to know what you're dreaming? In the second place, in a dream palace, the dreams have to start on schedule, don't they? So the dreamer has to dream not when he wants to but when some palace manager says he should. Finally, a dream one person likes another person doesn't like. In those three hundred booths, I guarantee you, a hundred fifty people are dissatisfied. And if they're dissatisfied, they won't come back."
Slowly, Belanger rolled up his sleeves and opened his collar. "Boss," he said, "you're talking through your hat. What's the use of proving they won't work? They are working. The word came through today that Luster-Think is breaking ground for a thousand-booth palace in St. Louis. People can get used to public dreaming, if everyone else in the same room is having the same dream. And they can adjust themselves to having it at a given time, as long as it's cheap and convenient.
"Damn it, boss, it's a social affair. A boy and a girl go to a dream palace and absorb some cheap romantic thing with stereotyped overtones and commonplace situations, but still they come out with stars sprinkling their hair. They've had the same dream together. They've gone through identical sloppy emotions. They're in tune, boss. You bet they go back to the dream palace, and all their friends go, too." "And if they don't like the dream?"
"That's the point. That's the nub of the whole thing. They're bound to like it. If you prepare Hillary specials with wheels within wheels within wheels, with surprise twists on the third-level undertones, with clever shifts of significance and all the other things we're so proud of, why, naturally, it won't appeal to everyone. Specialized dreamies are for specialized tastes. But Luster-Think is turning out simple jobs in Third Person so both sexes can be hit at once. Like what you've just absorbed. Simple, repetitious, commonplace. They're aiming at the lowest common denominator. No one will love it, maybe, but no one will hate it."
Weill sat silent for a long time and Belanger watched him. Then Weill said, "Frank, I started on quality and I'm staying there. Maybe you're right. Maybe dream palaces are the coming thing. If so we'll open them, but we'll use good stuff. Maybe Luster-Think underestimates ordinary people. Let's go slowly and not panic. I have based all my policies on the theory that there's always a market for quality. Sometimes, my boy, it would surprise you how big a market."
"Boss—"
The sounding of the intercom interrupted Belanger.
"What is it, Ruth?" said Weill.
The voice of his secretary said, "It's Mr. Hillary, sir. He wants to see you right away. He says it's important."
"Hillary?" Weill's voice registered shock. Then, "Wait five minutes, Ruth, then send him in." Weill turned to Belanger. "Today, Frank, is definitely not one of my good days. A dreamer's place is in his home with his thinker. And Hillary's our best dreamer so he especially should be at home. What do you suppose is wrong with him?" Belanger, still brooding over Luster-Think and dream palaces,