Educational film magazine; (19-)

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NATIONAL DISTRIBUTION AT LAST FOR NON-THEATRICAL FILMS New Organization Will Have Exchanges Everywhere and Promises Real Service to Both Exhibitors and Producers ALL non-theatrical exhibitors will welcome the new $650,- 000 organization known as National Non-Theatrical Motion Pictures, Inc., with exchanges and sub-exchanges I in the key cities of the United States similar to the system bf theatrical exchanges. These distributing centers will have the benefit of nation-wide publicity and exploitation campaigns on ill film subjects released through the organization. Harry Levey, president of the company, is recognized as one of the greatest jxploitation experts in the motion picture industry and every oioture will have the benefit of his broad knowledge of promo- ■:ion work. He is also thoroughly familiar with the non-theatrical aeld and its many channels of class distribution and exhibition, IS he has been releasing industrial-educational films for several /ears to clubs, schools, churches, community centers, and indus- 'rial plants. A Great Stimulus to Non-Theatrical Production I No greater stimulus has been given to the production and xhibition of films exclusively for non-theatrical use than the ounding of this new organization with an efficient service to producers and exhibitors. The exchanges will be managed by ■ntelligent men trained in the motion picture business who are it the same time familiar with the requirements of local non- heatrical exhibitors and such exhibitors will receive courteous ©operation in booking pictures and selecting programs. In ad- lition to supplying films the exchanges will also have service lepartments where the many vexing problems of the non-theat- ical field will be met and solved. This will include assistance in selecting indi\'idual pictures on subjects for a specific purpose •'fld advice in the choice of projectors and equipment. More than 400 reels are already on hand in the vaults of the ome office, comprising the following classes of films: Agricul- urals, Biblicals, classics, clinicals, comedies, dramas, historicals, ndustrials, instructionals, juveniles, scientifics, technicals, topi- RESEARCH IN SOCIAL HYGIENE (Continued from page 7) The film failed to make any appeal whatever to well-informed len and women. Sentiments which were ridiculed by medical nd like groups were applauded vociferously by the car men, ildiers, and others. It suggests itself to the investigators that pecial pictures should be constructed for different special j 'roups. This coincides with what the editor of this department lit'OS claimed to be necessary in the differentiation of films intended •It or children of different racial and culture groups, only that here ' ilso the age groups should be considered. The investigation also jrroborates our contention that a distinction should be made, I the case of certain types of pictures, between the sex groups. The investigators found further that the story form is not articularly advantageous in an informatory film, and that, un- •ss the story has real literary merit, it detracts rather than adds I the effectiveness of the expository material. No lasting effects were found. The retention tests show that le main facts were remembered very well for periods up to ve months, but there is no indication that behavior is modified gnificantly. _ ._„.. ^ cals and travelogs. Among these are included photoplays of educational merit and school films on agriculture, astronomy, biology, chemistry, civics, government, geography, history, home economics, health and sanitation, industry, mathematics, physics, and sociology. Notable among these is the Park series on as- tronomy, geography, and popular science, which is unique. An- other unusual series is a presentation of microscopic and marine life. Copies of these films will be placed in all exchanges for rental at reasonable rates to the institutions within the territory, other th'an theaters. National Distribution of Non-Theatricals Now Assured A serious drawback to the production of truly educational films has been a discouragement to producers in their attempt to dispose of suCh productions profitably. Despite the urgent and growing need for such films, they were a drug on the market because of lack of distribution facilities. While the schools were clamoring for scientific pictures, it was impossible for them to obtain films already existing at a reasonable price. This meant keen discouragement to the production of real educationals. Through the new organization a wider outlet is now provided and producers are invited to submit their films to the company with the assurance of prompt and careful consideration and every cooperation in the placing of suitable pictures. Travelogs, scenics, animal pictures, microscopic studies, and in fact all films on subjects taught in schools and other institutions will be in constant demand and the company will gladly view and report on all such pictures submitted. Prospective producers of such films should confer with the officers of the organization, to learn from them the character of films needed and take advantage of the promised cooperation. On the staff of the corporation are experts in educational film production who know the special requirements of this field and how they can be met, and their advice to pros- pective producers will be of immeasurable valye. iiiiiitiiiMin iitxiUH iiiiiNiiiiitttriiimiHiHittitii The effectiveness of the picture thus seems to be limited to conveying information. While the dramatic portions of it do no active harm, it is doubtful whether they contribute in any way to its educative value or add to the interest which the facts presented have for the optience. The appeal to fear, as made in Fit to Win, has practically no behavior value. It is possible that an appeal to other emotions might be more effective in modifying conduct. As used in the existing films, the emotional appeals are not effective in modify- ing behavior, but they are effective in emphasizing information. The one place where the investigators think we can hope to effect permanent control of sexual conduct through education is in adolescence. Films of the type of Fit to Win are not adapted for use at this age, and it is doubtful if any motion picture will ever be as satisfactory here as other educational methods, since there is need for adaptation of the material to the individual requirements of the youth. The film seems, however, effective in arousing in adults an appreciation of the need for education and control of sex instincts in adolescence. The most promising sphere of usefulness for motion pictures of this kind would seem, therefore, to be in building up a public opinion which will favor the utilization of other educational methods which can be better t-lapled to the individual needs of children and adolescents. 11