Business screen magazine (1946)

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"Potential uses for supers is limited by imagination only . . . Even literacy problems may be wiped out-learning individualized examples and sec what iIicnc developments could mean to your company. Most businesses, at one time or another, are faced with the need to train empUnees. whether it's in basic production techniques, job upgrading, or in-plant safety. Experience has shown, again and again, that films enhance a training program by bringing reality into the classroom. Yet, even today, we lend lo liniU tl'.e use of motion pictures because. under the current film-pri>duction system, we must be concerned about cost effectiveness. In many cases. we abandon our goal of individualized instruction and come up with a "large-group" approach in training films. From this kind of setup — in which we lump all the learners together — we usually find that two or three people, from a class of 30 get the key concepts in the film; another two or three are completely befuddled; and the great majority absorb varying amounts of what we had hoped to teach them //) toto. Clearly, many company training departments have been forced to compromise, to offer something less than total success to the employees who are willing to learn, but who require ^elf-paced instruction. Learning experiences The super ,S film system in training can change all that. Company instructors will be able to provide each employee with learning experiences in small film capsules, complete with the involvement and excitement that color, sound and motion — plus tireless repetition — can mean for every person in the class. And. at a price the company can afford. In fact, a recent pilot project is imderway at IBM. designed to offer self-paced instruction with super S film lo newly hired lypewriter repairmen. I he 'graduates" of this program. wlu)se job records are being monitored carefully, turn out 18 lo be belter equipped ;md more skilled in their work from the very first service call they make. The potential i>f this film tutorial system is practically limitless. In addition to the fact that each employee can pursue the training at his own pace — repeating a film sequence until hc"s mastered the technique oi concept — there are also other advantages. Since the super 8 format is the first "professionar" medium tlial\ truly compatible with the "home market," a filmed course of instruction can be utilized in a variety of settings — for an employee to practice at home; for showings of relevant material to students in the local high .school; as program events (and a public relations tool) for the job recruitment and community group meetings. Ihere's every reason why the same pictorial content, with modified sound tracks, can be used with all three types of audiences— and more besides. Ease literacy problems It's obvious, loo, that an economical super 8 film system can alleviate many of the literacy problems encountered by companies that hire the hard-core unemployed or the higii school drop-out. In today's culture, even people who can't read or write at an elementary level, turn out to be sophisticated viewers when it comes to motion pictures. In a similar vein, many companies are now looking to foreign labi>r markets for increased pri>duction capabilities. But the problem remains: What's the optimum approach for training programs designed for people halfway around the world'.' The answer is clear, it seems lo me. with ihe arrival of indiviiluali/ed super 8 films; portable projection and display systems that can fit inlii a shoe box; plus sound tracks thai can be recorded, and re-recorileil, in any language under the sun. Ihe new employee at the plant in India would receive the same, carefully structured, automated tutorial program as the new employee in Wisconsin or Florida or California — and at an acceptable cost to the company. The only difference would he the language on the sound track! Let's move t>n to the area of sales as we explore the coming trends in super 8. If your company manufactures or promotes a retail product with important "technical" features — anything from water skiis to pianos— no doubt you've already experienced the continuing frustration of relying on some unknown store clerk in a distant city to give the customer the salient facts at the crucial point-of-purchase. Often, your company's briKhures ov hang-tags go unread in the store. ,\ new sales person may be totally unfamiliar with the unique advantages of your product, or he may botch the in-store demonstration. In many cases, your equipment just can't be shown to the customer in its intended setting — skimming along the water, for example, or rushing down a mountain slope, or nestled in a rugged campsite. s'^i xO Transport viewer .Again, potential customers, just like new employees, are sophisticated when it comes to motion pictures. What better selling tool could you use than a short ( two-to-thrcc minute) color and sound super 8 film in its own self-contained display case, right on the store counter'.' You can transport the prospect. usu;illy, to any spot on the globe; you can show your prtxiuct in action and even illustrate the "unseen" quality parts that you build in iluring key stages of manufacUire. In addition, your message will come across the same way each time — just as you intended, with the same enthusiasm al any hour of the selling day. Ihe only requirement for the sioie clerk will be to press a button to start the film — and then to write BUSINESS SCREEN "Q ■Hi .i C'ji S t