Hal Foster on Ed Ruscha

"'They do it with automobiles,' Ruscha adds, 'they do it with everything that we manufacture.' Of course, 'they do it' with movies above all, and he also evokes the 'celluloid gloss' and panoramic expanse of cinema. At once deep and flat, space in movies is all surface, and vice versa, and words (again as in credits) appear in the same register as images. Ruscha often intimates the filmic screen of projected light, which he calls a 'deeply Californian version of infinity'."