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FILMS FOR THE WORLDS FAIR MILLIONS
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Two MAJOR WORLD FAIRS will occupy the attention of the entire nation in 1939 when San Francisco and New York throw open their respective gates for the millions of visitors who most assuredly will attend. On February 18, 1939, the World's Fair on San Francisco Bay will be formally opened. On April 30, of the same year, New York will commemorate the inauguration of George Washington as first president of the United States with the formal opening of the World's Fair located on Flushing Bay. The New York World's Fair will represent an investment of more than $12.5.000,000. That fifty million visitors will pass through its turnstiles is the thoughtful estimate of Fair authorities. San Francisco, more conservative in its plans and program, estimates an attendance of twenty million visitors. Already 1500 regional and national conventions and international congresses have been planned.
Exhibits are the raison d'etre of any fair. This as true today as in the era of the "showcase" exposition. But exhibits today are no longer of the "showcase" type. It is no longer enough merely to display products; the public must be shown the hows and whys and wherefors of these products. The New York World's Fair has set aside 390 acres for displays by business and industry.
To date 369 great corporations have pledged their aid for this task of fashioning the future. Many already have begun construction of exhibit buildings. Others are planning displays in the Halls of Shelter, Food, Production, Transportation and so on which the Fair itself is erecting. San Francisco has been equally successful. What are the plans of these exhibitors? How will they achieve the unenviable task of winning the attention of these visitors millions?
Valuable lessons learned at Chicago's Century of Progress Exposition in 1933-4 will undoubtedly aid the exhibit planners. They will remember that major exhibitors who provided comfortable auditoriums and enjoyable entertainment for their visitors won thousands of new friends; made equally untold thousands of new customers for their wares. If, at the same time, these exhibitors used motion pictures in their programs of entertainment they brought powerful selling messages to these audiences and gave them a well-remembered discussion of their products without lowering the quota of entertainment. Films proved their worth at Chicago's Fair. Today, with new developments perfecting the film, with color, sound and production improvements available to aid the selling message, the motion picture represents the finest medium of advertising and entertainment at the disposal of the exposition exhibitor.
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