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Time was when films used to be really long. The average running time of a film was two-and-a-half hours but there were also films which ran for nearly three hours or maybe, even longer. In fact, the audience – masses, particularly – used to clap and whistle on seeing the number of reels on the censor certificate before the start of a film. More the number of reels, the louder used to be the public’s applause because the feeling was, a longer film would give more value for money than a shorter film.