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THE ART OF SOUND PICTURES
The importance of sound pictures extends far beyond the commercial movie house and its patrons. We believe that, in the course of the next few years, American business men, advertisers, and educators will awaken to the unparalleled potentialities of this new art in the realms of business and teaching. A few leaders already perceive the coming revolution, and in time the rest will follow the vision.
Astounding as it may seem, nevertheless we defend the statement that elementary schooling can be made twice as effective in about half the time now required, as soon as teachers learn how to prepare sound pictures for classroom use. Professors Daniel C. Knowlton and J. W. Tilton, both of Yale, have conducted extensive tests with silent pictures in teaching seventh-grade pupils; and they have demonstrated that the latter learn 19 per cent more and remember 12 per cent more of their lessons than do the pupils who learn from books, imaided by pictures. Even more striking is the tendency of the pupils who see the movies to read 40 per cent more spontaneously outside of required class work.
All this with silent pictures. WTiat if these same pupils had both seen and heard things about their subject in the form of a well-devised sound picture? Their interest, their assimilation, and their retentiveness would, we are sure, far exceed even the favorable records which Knowlton and Tilton have established.
As for advertising, the sound picture obviously combines the best features of the silent picture and radio broadcasting. But to these it adds effects all its own, not the least of which is that, unlike radio, it cannot be escaped by the mere turn of a dial. A listener, sitting