The Race Is to the Swift. He had sketched out a plan in the canteen, where he had lunched alone, had polished it under the protective shield of his colleagues' soporific speeches, and was now face-to-face with the assistant at the video shop, the one who had found this customer's name, Tertuliano, so very amusing and who, after the commercial transaction that will soon take place, will have more than enough reason to reflect upon the coincidence between the strangeness of the name and the extremely peculiar behavior of the person bearing that name. At first, there was no indication that this would happen, Tertuliano Máximo Afonso entered the shop like anyone else, he said good afternoon like anyone else, and, like anyone else, he started slowly perusing the shelves, stopping here and there, putting his head on one side to read the spines of the boxes containing the cassettes, until, finally, he went over to the counter and said, I'd like to buy the video I rented yesterday, I don't know if you remember, Yes, I remember perfectly, it was The Race Is to the Swift, Exactly, well, I'd like to buy it, With pleasure, but, if you don't mind my saying, and I only say this in your own interest, it would be best if you returned the video you rented and bought a new one, because, with use, you see, there's always some deterioration in both image and sound, minimal, it's true, but it does become more obvious over time, No, it's not worth it, said Tertuliano Máximo Afonso, the one I rented is fine for my purposes. The assistant heard with some perplexity the intriguing words for my purposes, it isn't a phrase generally considered necessary to apply to a video, you want a video to watch, that was what it was born for, the reason it was made, and that's all there is to it. The customer's eccentricities would not end there. In the hope of encouraging future transactions, the assistant had decided to treat Tertuliano Máximo Afonso with the most lavish display of appreciation and commercial consideration since the days of the Phoenicians, I'll deduct the rental price, he said, and as he was performing this subtraction, he heard the customer ask, Have you, by any chance, got any films by the same production company, Do you mean by the same director, asked the assistant cautiously, No, no, I mean the same production company, it's the production company I'm interested in, not the director, Forgive me, but in all my years in the business, no customer has ever asked me that, they ask for films by title, often by the name of a particular actor, and only very rarely does any one ask me about a director, but production companies, never, Let's just say I belong to a very select group of customers, So it would seem, Senhor Máximo Afonso, muttered the assistant, after a rapid glance at the customer's card. He felt stunned, confused, but pleased too by the sudden, happy inspiration that had prompted him to address the client by his surnames, which, since these could also be used as given names, might, from then on, manage to drive into the shadows of his memory the authentic name, the real name that had once, alas, made him feel like laughing. He had forgotten that he had neglected to reply to the customer as to whether he had in his shop other films by the same production company, Tertuliano Máximo Afonso had to repeat the question, adding an explanation that he hoped would correct the reputation for eccentricity he had clearly acquired in that establishment, The reason I'm interested in seeing other films by the same production company is that I'm currently working on a fairly advanced draft of a study of the tendencies, inclinations, intentions, and messages, explicit, implicit, and subliminal, in short, the ideological signals disseminated among its consumers, step by step, yard by yard, frame by frame, by a particular film-production company, always discounting, of course, the actual degree of awareness with which the company does so. As Tertuliano Máximo Afonso had developed his discourse, the assistant had opened his eyes wider and wider in pure astonishment and pure amazement, utterly won over by a customer who not only knew what he wanted but could give credible reasons for wanting it, something very rare indeed in commerce and, more particularly, in video-rental shops. It must be said, however, that the pure astonishment and pure amazement evident on the assistant's rapt face was tainted by the unpleasant stain of base commercial interest, the simultaneous thought that, since the production company in question was one of the most active and one of the oldest in the business, this customer, whom I must remember always to address as Senhor Máximo Afonso, will end up by depositing a fair bit of money in the cash register when he finishes that work, study, essay, or whatever it is. Of course, one had to bear in mind that not all the films were available on video, but, even so, it was a promising deal, worth pursuing, Might I suggest, said the assistant, recovered now from his initial surprise, that we ask the production company for a list of all their films, Yes, possibly, said Tertuliano Máximo Afonso, but that isn't the most urgent thing at the moment, besides, I probably won't need to see every film they've produced, so we'll begin with what you have here, and then, depending on the results and conclusions reached, I'll decide what to do next. The assistant's hopes suddenly shriveled, the balloon was still on the ground and it already seemed to be losing gas. This, though, is precisely the kind of problem that besets small businesses, but just because the donkey kicked doesn't mean he'll break his leg, and if you haven't managed to get rich in twenty-four months, perhaps you'll make it if you work for twenty-four years. With his moral armor more or less restored thanks to the curative properties of these little nuggets of patience and resignation, the assistant announced as he came out from behind the counter and walked toward the shelves, Well, I'll just go and see what we've got, to which Tertuliano Máximo Afonso replied, If you do have any, then five or six will be enough to start with, just so that I can get down to work tonight, Six videos is equivalent to about nine hours' worth of viewing, the assistant remarked, it will be a long evening. This time Tertuliano Máximo Afonso did not reply, he was looking at a poster advertising what must have been a very recent film by the same production company, called The Goddess of the Stage. The names of the principal actors were written in different-sized fonts and were arranged on the poster in accordance with the greater or lesser importance of their place in the national cinematic firmament. The name of the actor who played the role of the hotel receptionist in The Race Is to the Swift would clearly not be there. The assistant returned from his explorations, bringing a pile of six videos, which he placed on the counter, We've got more, but you did say you only wanted five or six, That's fine, I'll come by tomorrow or the day after to pick up any others you find, Should I order those we don't already have, asked the assistant, in an attempt to rekindle dying hopes, Let's start with what we have here and then see. There was no point insisting, the customer really did know what he wanted. In his head, the assistant multiplied by six the individual prices of the videos, he belonged to the old school, to the age before pocket calculators, when these did not even exist in people's dreams, and said a number. Tertuliano Máximo Afonso corrected him, That's the sale price of the videos not the rental price, Oh, since you bought the other one, I assumed you'd want to buy these too, said the assistant by way of explanation, Yes, I might buy some or even all of them eventually, but first I have to see them, to view them, I think that's the right word, to find out if they have what I'm looking for. Overwhelmed by the customer's irrefutable logic, the assistant made a rapid recalculation and slipped the videos into a plastic bag. Tertuliano Máximo Afonso paid, said good afternoon, see you tomorrow, and left. Whoever named you Tertuliano knew what he was doing, muttered the frustrated vendor.