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Finding the answers The Dollars and Sense of Business Films is the outgrowth of a research project undertaken by the Films Steering Com- mittee of the Association of National Ad- vertisers in order to compile useful pro- duction and distribution cost data on public relations and advertising motion pictures. With around 500,000 16mm sound pro- jectors now available in this country (an average of one for every 320 people), the non-theatrical film has become an impor- tant tool for management in communi- cating with the public. This is emphasized, when to the normal domestic circulation are added the plus factors of foreign audi- ences, certain types of theater showings, and—most newsworthy of all—television audiences. That the business-sponsored film is now a widely used advertising and public rela- tions medium is attested by the fact that 86.6 million viewers have already seen 46 of the films included in this study. What This Study Is About This book represents an analysis of the actual cost and circulation records of 157 important business films. The films and their sponsoring companies are listed starting on page 112. The facts are presented in three sep- arate sections. The first part is a quick-reading sum- mary of the statistical results of the survey. For the benefit of prospective sponsors wishing to acquaint themselves with the film medium, in the second section the Committee has elaborated upon the find- ings of this survey by pointing out some of the more common reasons why a growing number of companies consistently employ motion pictures in their advertising and public relations programs. The third section of the book is devoted to detailed tabulations of the results of the survey broken down into forty-two sep- arate tables. It is hoped that the information here revealed for the first time will provide to all present and future sponsors of business films: 1. A factual picture of the current cost of producing and circulating a film. 2. Detailed information about the type of films being produced—tar- get audiences, film size and type, number of release prints, average running time, etc. 3. A fuller understanding of the value and place of sponsored films as a "companion medium" in the ad- vertising and public relations field. Some of the Highlights of the Study Color films are favored, nearly four-to-one.