"Architecture which is "popular" has been largely missing from our environment for the last fifty years. The USSR attempted to impose an architecture which would be appreciated by the masses through its espousal of an architecture of "social realism". Of their own volition the architects of movie-palace. of USA in the 1920. were also attempting to provide an architecture that would be appreciated by the masses. They were conscious of the effects of colour and decoration on people'. moods and feelings, perhaps being more aware of "environmental psychology"- than are many of their modern-day colleagues who exist in a world more populated with social scientists."