This chapter traces the fluctuating creation of a cinema audience in Sweden in the formative years between 1915 and 1929. Film culture as a whole includes additional elements beyond imagined audiences: produced films, film magazines, reviews, film stars, movie theaters, and censorship. In an effort to balance the industry's perspective, the chapter analyzes interactive source materials where different voices from the imagined audience can be heard: interviews, audience surveys, and various competitions such as talent contests and votes for the best film of the year. It presents the source material in five sections: the institutionalization of a film culture with the building of cinemas, marketing, and the establishment of film magazines; the introduction of school cinema; and the film industry's strategies for cultivating and communicating with its audiences. These also include the audiences' own thoughts and reactions, and the emergence and functions of film stars in Swedish film culture.