Beginning and ending with the question “what is a cinema?” and with a
reconsideration of the notion of cinema’s second birth, this article examines the economic
and socio-cultural dynamics of film exhibition and film-going in small-town and rural
Western Europe, in particular in the Netherlands, Germany and France. Emphasis is placed on
the history of itinerant film exhibition in multifunctional venues in the period after the
era of the fairground shows—an important aspect of European film culture which has long been
overlooked by cinema historians. Insights from these particular experiences of the cinema
can help us to reconceptualize the place of cinema in both rural and urban contexts. A
crucial aspect of film-going in multifunctional venues is the fact that it was located in
spaces that were used for a wide range of commercial and community activities. The author
thus advocates a new cinema historiography that breaks away from the fixation on the
medium’s singularity to include its relation with the surrounding socio-cultural contexts in
which cinema happened.