This chapter, by John Caughie, is based on case studies of selected small towns in Scotland: for example, Bo’ness, Lerwick, Campbeltown, Oban, Hawick. Empirically, it demonstrates the variety of practices and preferences in early cinema exhibition, and the quite different ways in which the balance between live variety and cinema, or between civic and commercial entertainment was negotiated in areas with different cultural or economic formations. Theoretically and historically, it argues that the traditional concentration of cinema history on major cities and metropolitan areas misses some of the diversity of the experience of early cinema for a very significant part of the population.