Filmindia (1941)

^eltmci To TtlillioHS l^L^ou^lt 'films I Great Possibilitaes for Commercial Shorts _____ By Baburao Patel "In modern times by far the most successful, if not the greatest, propaganda force that the world has ever witnessed is the film industry. Though this is uncontrolled and dictated solely for commercial profit, it has a greater effect on the outlook, habits and morals of wide sections of mankind of all races in a short time than any other movement, sociological or religious" writes Captain Sidney Rogerson in his excellent book "Propaganda." Motion pictures today are vital elements in advertising and sales campaign of hundreds of large corporations and manufacturers. The motion picture is eminently suited for community selling. And it does the work quickly, dramatically and effectively by persuading, convincing or changing a view point of others in groups. AN UNBEATABLE MEDIUM The motion picture excels all other mediums of advertising in sheer versatility. Because of its three main attributes: (1) Natural sound, (2) Visualization and (3) Progressive motion, it becomes the most effective weapon of sales and propaganda. Parallels may be flashed on the silver screen to explain obscure points, which is beyond the potentiality of the printed word or a still photograph. Sound in all its numerous modulations can be made to serve as a hand-maid of effective argument. Pictorial beauty lending a soothing relief to the eye can be secured by the mysterious process of motion picture technique. Music can be used to suit ihe psychological mood of the situation to make the sales message more acceptable. In short;, a motion picture can become the most powerful instrument of sales, if it is properly produced, distributed and exhibited. 100% ATTENTION And add to all this, the factor of concentration which a motion picture secures in a dark theatre from every spectator, The motion pic Sardar Akhtar, coy and charming as ever, makes new thrills in "Asra" a National picture. lure has no competition for attention, once the lights go down. It is said that 60 per cent of the newspaper readers do not read the advertisements in the dailies. The very speed of the present day life, i'.s quick changing events and severe economic struggle hardly leave any time or desire for the average newspaper reader to bother about the sales jargon of a soap manufacturer or a perfume maker. In a country like India with a low P'ircentage of nine per cent of literacy, the average newspaper advertiser has to run his business race at very long odds. But the facts are different with a motion picture. Once the film fan has paid for his admission, he has entered into a tacit covenant with the screen to see and hear whatever is shown and told. He cannot escape. He cannot skip it. He cannot turn the page over. He may not like it. And yet he may have to see a clumsy factory turning out sausages in which probably he has j:ot the least interest. Here is, therefore, in a motion picture, a guarantee of 100 per cent attention, concentration, understanding and interest and the most reliable method of advertising, which, considering the total results, is easily the least expensive for the man who has something to sell to the world. Because a motion picture will present a new view point, change a mental attitude, profess a general principle and preach a moral by dramatising, delineating, persuading and glorifying which no other form of publicity can do al! at once and with such complete effect. SELLING TO SENTIMENT The human race, in whichever clime and of whatever colour and