Year book of motion pictures (1946)

THE SPECIAL PURPOSES FILM (Continued from Page 85) current product of the various companies for a present total of more than 600 films. Supplements describing and evaluating these additional subjects have been issued each year. A new catalog is now in preparation. The TFC program expansion finds parallels elsewhere, with 16 mm. distributors alert to the market potentialities. One estimate finding trade acceptance places the global teaching film market in the post-war period at a billion dollars annually. The United Nations Organization may be expected to further the development of nontheatrical or special purposes film through the already conceived plan for the wide exchange of cultural pictures, while the American Government, through the State Department's projected new film program, assures further impetus. Other major factors in this phase are such agencies as International Film Associates, a non-profit enterprise of which John Grierson, distinguished British documentary producer and until recently Canadian Film Commissioner, is the moving spirit, and the Film Council of America, the latter an outgrowth of the Washington Visual War Workers. The Film Council, headed by C. R. Reagan, of Austin, Tex., has a co-operative program. There are other important facets of the special purpose film which will rate close attention during 1946. Hand in hand with the training film goes the industrial picture. There is every reason to believe that its advance during the year will be marked. As still another facet there is the short advertising film. Its proponents contend that the average motion picture patron has been "conditioned" to accept the advertising message through the screen's use during the war years for what now may be frankly described as propaganda messages. The point is made, of course, that the advertising message must not be blatant, must be well-coated with interest and, among all else, must measure up to accepted entertainment standards. Whether that is correct or otherwise experience during 1946 may decide. Of more than passing importance is the increase during 1945 of advertising agency attention to the special purpose film, and it is evident that this attention will be stepped up during the present year. The conviction is held in the agency field that there will be a tremendous growth in film advertising during the next five to 10 years. In this connection, it is of interest that one agency— the J. Walter Thompson Co.— now averages one film subject a week for clients. In 1939, the same agency made about five for the entire year. Giving promise of becoming increasingly in evidence in the months to come is the religious film, also neatly catalogued as a special purpose picture. Several producers already have been well established in the field, and have prospered. However, the recent organization of the Protestant Film Commission, of which Rowe A. Betts is president and Paul F. Heard, executive secretary, gives every sign of spurring the cultivation of the field during 1946. Perhaps one of the most important developments in the special purposes film field is found in the program of Planet Pictures, Inc. Here is a producer of entertainment films whose pictures, made only in 16mm. and wholly in color, are designed for schools, clubs and church groups. The potentialities and the significance of the Planet innovation are readily apparent. Planet will enter the international market. It should be unnecessary to point out that the special purpose film may be either 16mm. or 35mm. depending upon specific requirements or special uses. Generally speaking, the special purposes film on 35mm. stock is aimed at theatrical exhibition, but this is by no means iron-clad. The up-surge in special purpose production in 1946 will be noted particularly both East and West, but gains and expansian will be in evidence elsewhere— in Chicago and Detroit, notably. However, the thousands of veterans who were schooled in production during the war years may be expected to net many who will take a fling at picture-making in their home cities and towns across the country. How manv of these ventures will pan out oniv t!me will tell. Since V-J Day, the number of special purpose film companies has increased by the proverbial leaps and bounds. New York, Delaware, Illinois and California are among the states favored for charters. Not all of the new companies, however, will be activated until later in the year. With the formation of new companies, there has been forward moves by those already in the field. Changes in control of some companies point to expansion to 705