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526 XV. INDUSTEIAL APPLICATIONS
readily approach that of 35-mm theater reproduction if desired, as has been demonstrated at a recent meeting of the Society of Motion Picture Engineers by J. A. Maurer.
In internal films it is the subject matter that is of predominant importance. Such subject matter does not need and may not even tolerate dramatization; it is best presented in straightforward expository style. Subject matter need not be created and staged; there is an abundance of it to be found in the industrial processes, in the plants, in the men, and in the routines of organization. All people, whether here or abroad, are eager to learn how things are made and what is done in their making. There is far more grass roots good will value obtained from presenting the story of the manufacture of a product that far out-performs and outwears its competitors, than can be obtained by all the glittering superlatives that may be culled from a dictionary.
The all-important qualification of a producer of internal films is an intimate knowledge of the organization for which he intends to produce. He must be thoroughly familiar with its policies, its plans, and its objectives. He must be on a firm footing with the personnel ; he must know executives and managers and have their full confidence. Most of all, he must know and understand the various problems existing in the company. Only with qualifications such as these can he expect to make his work appear convincing and authentic.
It would seem difficult to find men answering these requirements anywhere except among the company's seasoned employees. Can such employees become the producers of internal organization films ? The answer is definitely ''yes"; the required technical ability is readily developed by a person with the necessary aptitude, as anyone familiar with the characteristics of direct 16-mm camera and sound-recording equipment can understand. The technic of the medium is, as a general rule, readily acquired by a person who has the other necessary qualifications.
There are two general classifications of business films for internal use: those that convey a message from management to personnel, and those that convey a message from personnel to management. The films in the former group are primarily instructive; they may therefore be expected to follow the usual four-step instructional method of preparation, presentation, application, and examination. Other media of instruction, such as the lecture, the slide-film, and the printed word, should be integrated parts of the instruction method. Since the films in the latter group are primarily informative, the examination step usually is