Gene Youngblood, Expanded Cinema
To satisfy the profit motive the commercial entertainer must give the audience what it expects, which is conditional on what it has been getting, which is conditional on what it previously received, ad infinitum. Inherent in the term "genre," which applies to all entertainment, is that it must be probable. The content of westerns, gangster movies, romances, etc., is probable in that it can be identified and comprehended simply by classification.
In the cinema, feedback is possible almost exclusively in what I call the synaesthetic mode, which we'll discuss presently. Because it is entirely personal it rests on no identifiable plot and is not probable. The viewer is forced to create along with the film, to interpret for himself what he is experiencing. If the information (either concept or design) reveals some previously unrecognized aspect of the viewer's relation to the circumambient universe—or provides language with which to conceptualize old realities more effectively— the viewer recreates that discovery along with the artist, thus feeding back into the environment the existence of more creative potential, which may in turn be used by the artist for messages of still greater eloquence and perception. If the information is redundant, as it must be in commercial entertainment, nothing is learned and change becomes unlikely. And we have seen that the ability to change is the most urgent need facing twentieth-century man. The notion of experimental art, therefore, is meaningless. All art is experimental or it isn't art. Art is research, whereas entertainment is a game or conflict. We have learned from cybernetics that in research one's work is governed by one's strongest points, whereas in conflicts or games one's work is governed by its weakest moments. We have defined the difference between art and entertainment in scientific terms and have found entertainment to be inherently entropic, opposed to change, and art to be inherently negentropic, a catalyst to change. The artist is always an anarchist, a revolutionary, a creator of new worlds imperceptibly gaining on reality. He can do this because we live in a cosmos in which there's always something more to be seen. When finally we erase the difference between art and entertainment—as we must to survive— we shall find that our community is no longer a community, and we shall begin to understand radical evolution.