The audio-visual handbook (1942)

198 The Audio-Visual Handbook compared with "free" films. There are many exceptions, of course, such as some films available from Federal Departments and large industries. The school which uses only rental films or those purchased for permanent use will miss some good educational subjects. On the other hand, those which use only the free films will encounter some sad experiences. A film on television, for example, which tells an interesting story and keeps advertising in the background may be an excellent teaching film. But, if such a film is filled with advertising or other propaganda, it has no place in the classroom. The cost of good educational films, either for rental or purchase, is a relative matter. There are certain fixed costs, such as cost of production, cost of prints, cost of distribution, etc., which must be paid. The costs of prints and distribution are approximately the same on all films, while the cost of production varies greatly. An educational film of high quality, which costs $15,000 or more to produce and is offered for sale at $30 to $45 for a 16 mm. print, may be a much better bargain than a poorly produced film priced at $20 or less. Furthermore, as the demand for prints increases, it is only logical to suppose that the selling prices and rental fees will be reduced accordingly. More important, a markedly greater use of films currently available will make it possible for the leading producers to provide more and better films. This applies equally to all types of audiovisual aids, and has a very direct bearing upon the equipment necessary for their use in teaching situations.