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• Every business day. over the editorial desk of Business Screen, sifts an allotment of press clippings gleaned from the newspapers and magazines of a thousand-odd towns and interests throughout the United States.
Each item contributes its small element of news, unimportant in itself, of a commercial motion picture showing. Heaped together, with a liberal budget of other newsworthy announcements concerning the progress of the film medium in business, the clippings reveal the tremendous activity connected with the distriliution of commercial pictures. Even a hasty sampling of an average day's quota unveils the size and scope on which the showing of these films now operates:
Charlotte, \. C. — Advertising Club sees new Goodrich picture; Morris, III. — Rotary lieus Trees and Men; Clinton. Mass. — Mercantile Committee are guests at Sunkist showing; Xew Kensington. Pa. — Kiuanis see Studebaker film: Danville. Ky. — Farmers see McCormick-Deering equipment movies; Com
mercial li V«/, Minn. — Wisconsi7i bankers meeting jeatures association's new picture "Your Money and Mine": W aterville , Me. — employees entertained with 1939 Frigidaire motion pictures . . .
No rival for the Hollywood affections of the public, commercial films show to their audiences throughout the day: pile up attendance records among women at hundreds of weekday and crowded Saturday morning showings. Luncheon groups of the most active citizens, members of Kiwanis, Rotary, Lions organizations frequently see instructive-advertising reels. Evening showings at regular club meeting hours are brief, draw to the sponsoring organizations a larger attendance than usual, thus promote community spirit.
Last year's most conservative estimates, although difficult to compute because of sponsors" modesty and aided only by the accurate checking systems in u.se among projection service organizations ( signed attendance cards, official reports, etc.) would place the total num
ber of commercial showings at approximately 110.000. the total attendance at well over 100,000.000 persons. What does this figure include? Do round numbers of attending audiences accurately gauge the value of sound motion pictures? What kind of circulation, in the matter of incomes and influence, does this total indicate? Therein lies the "other half" of the Story of Business Films, to use a well-worked title phrase, and possibly the solution to its eventual future on the American business scene!
Well-established by its record of consistent results and the simplicity of its production and distribution is the entire classification of business films for the training and edification of the company salesman, the jobber and dealer and other types of employees and specific buying groups. Numbers as definite as the names on the company payroll (in fact, the same) or in the sales invoice files can be safely counted on as the circulation field for the proposed film. The problem is {Continued on next page)
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