Business screen magazine (1946)

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Single Concept Comes of Age The introduction of economical small-cartridge projectors like the "Private Eye" is bringing the long sought, needed single concept film idea to reality. By CHARLES (CAP) PALMER Executive Producer Parthenon Pictures Extremely economical projectors like the Vidlcom 8 "Private Eye" are bringing short, segmented single concept films to users on a highly personal and individualized basis. 26 Whenever an industrial trainer or a sales manager picks up a cordless "Private Eye" type sound-movie projector for the first time, usually he loves it . . . "At last, a nun ic theater you can hold in your hand, and for a cost amounting to |X'anuls. ■ Hui then he often walks riiiht into a common Irap — "Hoy! If only you could stretch that cartridge longer than five minutes!" Well, we can, in practical effect. For one thing we can give him a set of several 5-minute cartridges, "chapter" films, which he can snap instantly from one to the other at natural subject breaks. In another approach, we can give him silent filmstrip sequences of his diagrams, maps, flow-charts, lists, spliced between the relevant segments of his sound movie. The viewer can hold these for ten seconds or ten minutes, thus packing several hours of realtime instruction into that so-called "five minute" cartridge. "But," says he, "our movies always run 20 or 30 minutes." Right. They do, and they always have. Hut why? Ik'cause to show a 16mm movie, the sales manager has had to locate a projector, find someone who knows how to thread and operate it, reserve a room he can darken, and make miscellaneous other preparations. Having gone to all this trouble, he can't show just two or three minutes of film to one waitress or mechanic or office worker; he has to make the effort worthwhile by gathering a larger audience. They, in turn have gone to their own trouble to gather to make it worth their while. Thus two or three, or fi\e minutes of gut content must be jvpix'd up with entertainment. True, an occasional film subject does need length. Such films may be an aggregation of many facts (such as a travelogue) an attempt to change an attitude, (regarding drug abuse for example) to persuade (urging ptillution control) or to exjilain si>mclliing really ci>mple.\. (;is an illusiiation Gross National I'mhIuct). C\>mplex subjects like these generally need longer running lime to be explained pro|x.'rlN ; and films abt>ut them are usuall) directed liv ward sizeable audiences. The showing environment under these eireumslances encomages length, and the resiilual lo be left by the film is a BUSINESS SCREEN II