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358 MOTION PICTURE THEATER MANAGEMENT
fulness thereby. For the institution is definitely established as a practical, dependable, and indispensable utility. Motion pictures as a good of proven value, both culturally and economically, have been generally accepted throughout the world.
Recently Columbia University recognized the necessity for producing trained men and women for the motion picture industry by establishing a university course which will give suitable courses in the technique involved in the various branches of the business. Although no definite method has yet been evolved, a committee of the faculty of the university has been named to establish a complete curriculum for the many-sided subject. Crystallizing the screen's ultimate service to society, Dr. Nicholas Murray Butler described the motion picture as being much more than an industry. "Instead," he said, "it is a profession and an art which demand the contributions of other arts and sciences in the fullest and most exacting measure if it is to fulfill its highest mission as the medium through which the sum of human knowledge might be translated into terms that all mankind can understand and enjoy."
As a vehicle for spreading information, the motion picture has but begun its journey. In time to come, this agency will be used with great benefit. Here we have a language which all peoples understand; it is truly the universal speech.
There is a likelihood that short-subject theaters may be established in some of the large cities, sponsored by the producers and distributors of short subjects. The motion picture enjoyed its first prosperity through "store shows," and the modern "short subject" theater may again prove a profitable outlet for brief exhibits, and at the same time be an excellent means for exploitation of short subjects — the ideal length for educational projects.
An interesting program can be provided in a two-reel comedy, a news weekly, a novelty reel, and a scenic, perhaps supplemented by an organ solo. A moderate price of admission should find good support in central locations, where people may drop in for a short time. Such theaters of small capacity, which are adequately equipped and conducted in a high grade manner, should meet with favor.