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THIS SECTION IS THE FIRST OF A MONTHLY SERIES of editorial features ior the advancement oi the screen medium — ori^nated by the editors oi Business Screen — with all creative designs and sketches by Barnes & Reinecke, noted industrial designers, who have been retained on our regular editorial consulting staif.
MOTION PICTURES
IN THE DEPARTMENT STORE
SALES training directors of large department stores have long been familiar with the usefulness of manufacturer-supplied films for educating clerks in the fine points of successful selling. Too, the amateur camera departments have experienced successful holiday sales of popular motion picture equipment to rapidly growing numbers of amateur movie fans. But, by and large, the film is yet an unfamiliar medium to the advertising and merchandising manager and as such, is almost entirely unused in perhaps the largest natural field for its most acceptable application. Facing public agitation for consumer
education, the manufacturer and the retailer might will cooperate to their mutual advantage — and the consumer's satisfaction — in the production and distribution of filmed merchandise demonstrations. The simple answer to the countless losses caused by employment turnover may be found in the widely acknowledged power of sales training films, easily adapted to the individual problems of individual stores. Not only department stores in major metropolitan centers but all sizeable retail outlets should thoroughly examine the film medium and its many applications modern merchandising . . see page 4a