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The DOwer of films to sell
Here i» a man with the world at his command. He is the >ale!»nian of your business and he carries with him on his calls a film projector in which is threaded vour tried, tested and most successful sales slor>*. As he chooses, an audience of several million may await this man; otherwise, he may '"leil" this story to a single other individual and return the profits of a .^ear^s labor. Multiply this salesman by a thousand and ten — equip each one with the right message and they'll sell America out of '■Recession" in twentyfour hours I
For ever since the birth of motion pictures and matching the development of the medium for entertainment — industrial and educational films have moved apace, beside the glamour that is Holly, wood. But business films have little in common with that m^-thical kingdom for theirs is a world of sober.
realistic fact. In recent years, the realization that these facts possessed tremendous dramatic power has given rise to a new and greater era of motion picture development. Together with untold technical advancement in color and sound they are giving millions of Americans a new educational form, a newadvertising medium, a new method of sales training, a new way of getting understanding of significant events . . . and all of these far greater in effect and result than any other method of idea communication in modern business.
The mastery of this tool is not yet complete. When a near-perfect production with a significant purpose achieves its goal . . . audiences cheer and applaud its accomplishment. E^en the numerous pitfalls of artistic and technical imperfection into which many films fall do not hinder them from a measure of
success ... so excellent is the medium and so simple and complete is its means of getting the message understood by its audience.
To increasing numbers of commercial and industrial concerns throughout the country', motion pictures are becoming a vital part of advertising, sales training, public relations and other activities. The significance of the motion picture's changeless perfection of detail, iis vast panorama of «cene and the direct, positive personality of its delivery to the onlooking audience are important factors in the upward trend of the commercial motion picture industry during 1937 and 1938. The motion picture coni> petes with no other medium of expression — it excels all of them as the most perfect medium for advertising and selling yet known to business.
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