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524 XV. INDUSTRIAL APPLICATIONS
(d) By the representation of the subject intensified, magnified, represented, speeded up, slowed down, built up by degrees, or superposed. These different methods must be employed according to a logical scheme, taking into account the subject to be dealt with and the specific character of the audience to which the film is planned to be shown.
"Too often they (the producers) have sold companies on the idea of producing films, not as integrated parts of a well rounded-out program, but as special bits of magic for one-time splurges. Even in the larger efforts it is almost as common for a film to be designed for no particular audience as it is in the case of the film produced by the fly-by-night " Hollywood' ' director who ' ' has his office in his hat. ' ' There is still the feeling among a number of picture purchasers, and to a lesser degree among picture producers, that one magic superspectacle is better than a large number of modest films each telling its complete part of an integrated story.
It is of utmost importance that the exhibition plans for a film be fully completed before the first camera exposes the first foot of film. Maximum effectiveness presumes the gearing of the subject matter of the film to the audience.
(7) The screen is a valuable means of suggestion; it will be used as a time-saver, often a valuable one, in "putting across" all matters that depend largely on visual memory.
Psychologically, the lighted screen in the darkened room compels concentration upon the material presented. It is not only possible to "put across" details of mechanisms and their operation, but also to explain the coordination of the activities of groups that cannot be observed in the usual course of events. This field is practically a virgin field for industry.
(8) In order to economize effort and to save expense in making films, and to derive maximum profit from them, it is advisable to decide definitely beforehand to what extent regular photographing and animation, respectively, are to be used.
Due to the high cost of animation per foot in comparison with regular photographing, animation is used to a much smaller degree than in many cases seems desirable for maximum effectiveness.
If we reexamine the field of business films as a whole, we are struck with the fact that the external film, in particular, the film developing the customer-to-sales-organization relationship, is widely used. The internal business film is less widely used and still less widely heralded. Many organizations that have used both have found that dollar-for-dollar