Moving Picture Age (Jan-Dec 1922)

The county agent would know what significance films have for his work; let one of his fellows impart the news MORE POWER, through PICTURES Charles H. Rehling Farm Adviser, Clinton County, Illinois "TF ONLY every farm-bureau member and his family in the I county knew what our county' farm bureau, our state farm \ bureau, and the American Farm Bureau Federation are accomplishing!" No doubt many farm advisers, or county agents, have heard members of their executive committees, or others in close touch with farm-bureau work, make these very remarks. Also, every farm adviser and his farm-bureau executive committee have often thought of excellent and really important things that ought to be done by the farm bureau in their particular county, and yet when it came to planning this particular project in detail it was sometimes dropped because of lack of interest on the part of the membership, or, if carried out, its success was only partial from lack of support by the membership. Again, one of the great problems confronting organized agriculture today is to get the somewhat unsympathetic and often even antagonistic public to see, from the farmer's viewpoint, some of the problems that concern us all as individuals and as a nation. Also, many who know most about co-operative marketing are agreed that a large part of the success of co-operative marketing enterprises depends on how thoroughly the farmers connected with these particular projects are educated to know and practice the fundamental principles essential to successful co-operation. Purposes Served by Films It seems to me that motion pictures of the right kind, used in the proper way, largely answer the problems above enumerated by accomplishing these aims : Spreading proper publicity of county, state, and national farm-bureau work among farmers and their families. Getting the interest and support of the membership for the successful achievement of worthwhile projects. Bringing before the consuming public some of the problems that confront farmers, and some of the items of cost that enter into the production and distribution of food. Educating the farmers themselves to the necessity of learning to do those things that are fundamental if improvement is to be made in the sale and distribution of foodstuffs through co-operative marketing. This may begin to sound somewhat theoretical, but it is merely introductory to what I am going to tell you regarding our actual experience with moving pictures in Clinton County, Illinois. Spurred to Action We have long felt that moving pictures would be extremely valuable in farm-bureau work, but rather hesitated to make use of them because it was a hard matter to get pictures applicable to local conditions and that really told the story of farm-bureau work. However, after we saw "Spring Valley," a S-reel film, and the first picture produced by the publicity department of the Illinois Agricultural Association, we were convinced that here was something we had wanted long ago, and that the time had come to utilize motion pictures in our farm-bureau work. I was accordingly instructed by the farm-bureau executive committee to buy a portable projector and be prepared to show "Spring Valley" at our farmbureau picnic in September, 1921. An American Projeotoscope • was purchased and has given us excellent satisfaction, barring a little trouble we had while learning how to operate it. "Spring Valley" made a tremendous "hit" at our picnic, and the crowd was so large that not one-half the people could get into the building to see it. The executive committee thereupon decided to show this film throughout the county. This was done during the latter part of October and first part of November. The film was shown in 24 different communities, and was viewed by fully 2,500 people. Nearly all of the 800 farm-bureau members saw it, as well as a large part of their families and some of the town folks. On account of bad roads and uncertain weather conditions no attempt has been made to show any films in an extensive way during the present winter. However, "The Homestead," a 3-reel film on farm management, produced by the publicity department of the Illinois Agricultural Association, and now turned over to the American Farm Bureau Federation, was shown on February 8, at a short course on farm management conducted by the farm bureau. The scenes illustrating this article are from "The Homestead." The picture was seen by about 200 people and made a lasting impression. In showing "Spring Valley" a short talk was made previous to the projection of the film, calling attention to some of the more important points in the picture and to the two main points emphasized in the story, namely, more efficient production, and better marketing of farm products. "The Homestead" will be used to emphasize the need for better farm management. Mechanical Details The pictures have usually been thrown on a 4-by-6-foot silvered screen carried along for that purpose, and in a few cases were projected on a suitable wall; the screen proved more satisfactory. The projector was provided with a number of different voltage lamps so that either regular electric current, current from a farm lighting plant, or that from a 12-volt battery, whichever happened to be available, was used. The battery was used in most instances, and was rented at 20 cents per showing. The financial side of the use of motion pictures of course needs to be considered. In one community the local officers charged admission, which proved very satisfactory. In the other communities collections were taken up, and when all 24 showings had been made we figured that they cost the farm bureau about $1 each, above receipts. We felt that this expenditure was well worth while, and when showing again we hope to make more than expenses. The projector and equipment were purchased outright from funds in the farm-bureau treasury. Although our experience has been somewhat limited, we feel that motion pictures so far have given us greater results than we had hoped for, and that any good pictures rightly used will give the average farm-bureau organization some pleasant surprises in the results they obtain. The use of motion pictures in farmbureau work is just beginning, and when it has been more fully developed, as is now planned, one should be able to obtain good agricultural films of a great variety. Also, city folks will see thetnoften in the city theatres, and the good that will thus be dons' for agriculture and the nation at large is almost unlimited. 10