16-mm sound motion pictures : a manual for the professional and the amateur (1953)

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CHAPTER XV Industrial Applications of Current 16-Mm Sound Motion Picture Equipment When Edison started his developmental work on motion picture apparatus some 50 years ago, he ventured the opinion that motion pictures would become a most powerful influence over people. We have seen this prophecy come true in a fraction of a century, a really short space of time in the history of man. Edison also viewed the motion picture as potentially a most important instrument of education. A review of early history, however, shows numerous uncoordinated efforts by many to introduce motion pictures into elementary and other schools in an attempt to establish its place properly and adequately in mass compulsory education quite as much as in other branches. Despite the many advances in application since, motion pictures are still far from having reached their rightful place in bringing to all people the full benefits of films in education. To an unbiased observer, it would seem that there are far too few films and far too few machines being used today. One of the causes is a shortage of funds set aside for such purposes. Teachers seem hesitant to suggest and taxpayers hesitant to approve greatly enlarged budgets for teaching films. One possible reason is that for years motion pictures and entertainment were always synonymous, and they had little in common with education. Fortunately the use of film in industry has not been retarded to quite the same degree. Manufacturers, despite all that may be said to the contrary, seek to maintain competitive advantage by selling a better product in the marketplace at a lower price. Films have aided in this objective ; one of the earliest applications was in selling. Selling films had the double objective of showing the employee how to sell and of encouraging the buyer to increase the size of his purchase. As the performance results of such films could be quickly measured in terms of increased sales and lower cost per sales dollar, industry was quick to embrace this potentially efficient communication tool. The results were quite impressive, so impressive, in fact, that a number of films were pro 521