Business screen magazine (1946)

MOVIES MOVE PEOPLE Combining Easfman Kodak's popular new film with the results of a special audience effectiveness study, Modern Talking Picture Service is adding statistical proof to the adage that "movies move people." 24 30 36 42 The Proof AT ABOUT THE same time -^ the ink dried on Modern Talking Picture Service's contract with Eastman Kodak to distribute the popular new film, Movies Move People, Modern was publishing the results of a special audience effectiveness study they had made to determine how much and prove positively that movies indeed do move people. As a result, on at least two occasions. Modem has presented a special program showing the film and presenting the results of their study simultaneously. And. it makes a strong case for films. The film not only answers the question of why movies move people, but in 10 very effective vignettes, or films within the film, demonstrates how. Narrated by Hugh Mariowe, the film is specifically made to show business executives the value of film (like no other medium) in selling products, training people, or changing a corporate image. Individual segments of the film movingly demonstrate how film can be used for: "selling" ideas, sales motivation, animation, training, conservation and human relations. The potential value of Movies Move People to the sponsored film industry is virtually immeasurable, and seemingly unlimited. Commercial film producers can use it as a valuable sales tool . . . for almost any type of film project. In-plant film producers and departments should find it highly effective for convincing managements of the known, though always questioned, power of film. In answer to the die-hard skeptics who after seeing the film, will ATTITUDE SCORE 48 54 60 66 72 78 84 ' I ' I ' I (Design Model 0X0 90 0) N=65 N=65 N=52 N=60 N=38 BEFORE AFTER 64 3 TWO MONTHS AFTER (Design Model X 0 0) AFTER — I — 61.5 TWO MONTHS AFTER I 57.2 1EDIAN FIGURE 1 Ranges and medians of attitude scores obtained by Burlington High School students, grades 9 ..v!',"''^^. " combined, before, after and two months after viewing the film. In the chart "O" indicates a test,! u'"»f ^ ' "^ viewing; ?nH "N" iaHir;,tP<; number. The maximum possible attitude score on the test would be 88. respond, -'Yes, it's a good film and I found parts of it moving, but . . .," Modern offers the film research and evaluation report compiled by Dr. Louis Aikman and Dr. Phillip Sleeman of Boston University. The Invisible Power of Coal was the film studied for the evaluation report which showed "63 out of 65 changes in a positive direction" after viewing the film. The film was selected because it was representative of a film produced to improve public image and present an interesting and informative story of an industry as a whole. An attitude scale was devised containing specific attitudinal statements closely related to the film content. A comparison was then made between attitude prior to and following viewing of the film, and attitude again two months later by viewer samples composed of high school and university students. The results of the evaluation report that: "Analysis of attitude scores obtained before and after viewing the film. Tlie Invisible Power of Coal, indicates not only statistically significant gains but gains that are substantially large and persistent. ". . . there can be no doubt that change did occur. The positive direction, is appro.ximately 1/100, as determined by a statistical method known as the Sign Test. One can readily perceive that 63 out of 65 changes in a positive direction is an extremely remote happening unless something brought the change about. Viewing the film did modify attitude scores as measured by the scale employed in this study, not only significantly statistically, but also substantially in a practical sense. "A composite picture, and perhaps a more meaningful one, is provided by Figure 1. The data obtained on all the Buriington High School students was combined across grade levels and medians computed for before, after and two months after for these combined samples. Increase in attitude score following film viewing is clearly observable." Together, the film and Modern's Film Research & Evaluation combine to prove positively that movies move people . . . perhaps even more than most people thought. The film is available on a free loan basis from any MTPS office. • 36 BUSINESS SCREEN