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INDUSTRIAL APPLICATIONS 523
extent displace printed matter, and it should, in all events, be used in combination with it. The use of the screen in conjunction with text-books and printed matter is still quite undeveloped despite significant advances in teaching methods; its effectiveness when properly used is in the top rank of communication media.
(4) The screen should be used in combination with personal contact in "getting the idea across." It should be used at the location where the salesman or teacher ordinarily operates whenever it is of advantage to do so. It should be possible to repeat the picture several times, if necessary ; the picture should be definitely constructed in such a manner that it will bear repetition.
Industry has shown a growing tendency to bring the screen to the customer instead of the customer to the screen. This tendency is in the proper direction.
It is not true, however, that films are always constructed in such a manner as to bear repetition, as is particularly necessary in films for instructional purposes. Too often a large number of diverting technical effects such as fancy wipes, dissolves, and the like, have been used in a single reel. Such technical effects do not cover up glaring defects in plot, continuity, and lack of logical presentation that are also usually present. Our technical effects shall aid the story, not make it.
(5) The screen cannot be used in the proper manner unless there is very wide distribution of effective yet inexpensive apparatus, so that every user of films can have his own projection equipment. The simplest apparatus to handle will be best, and at the same time there must be no risk of fire. If the screen is to do its proper work the apparatus must quickly become a thing in daily use.
The 16-mm size affords the best means of very wide distribution of effective yet inexpensive apparatus with minimum risk of fire. It is the simplest to handle and makes possible the daily use of the equipment because of its very simplicity and low cost of operation and maintenance. That this is true of equipment for making films as well as of equipment for reproducing films is only now beginning to be appreciated in its broader aspects.
(6) The mode of use of the screen must be improved, having regard to the fact that it can act upon the mind of the spectator :
(a) By faithful presentation of the subject.
(b) By the representation of the subject simplified.
(c) By the representation of the subject in sections.