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May 1941
FILMINDIA
our industrial machinery, there is many a romantic story which ought to come on the screen and to the notice of millions in India.
The pity is that many of our industrialists have themselves not yet realized the social significance of their industrial pursuits to broadcast them thus to the nation.
DIRECT HUMAN APPEAL
They say that everything that God has created is for the use of man. Man has improved on the Divine Plan and recreated "Desire." The modern man has added a stream-lining to that "Desire" with the result that the luxuries of yesterday have become the necessities of today. And so many "necessities" have been created, between the toe and the top of the human frame, that thousands of different manufacturers all over the country are keeping millions of workers busy day and night to meet these "necessities."
And between these two ends of human need there are numerous human stories throbbing with novelty and thrilling in their content. To tell them vividly on the screen is to prepare their vibrant sales message for which the world is waiting.
"Look, look at that fellvtv, he is molesting me" says Lalita Pawar in "Amrit" and Baburao Pendharkar says, "He does, eh?"
Take for instance Henry Ford. Millions all over the world ride in Ford cars but do they know the romantic story of the man who made this car? Henry Ford cerfainly has a dynamic story to tell — a story that is verily a thrilling
Sunalini Devi, one of our best character artistes, gives another splendid performance in "Kasoti" a National picture.
romance of the industry. If that story is told to millions all over the world, won't the human appeal in it create a greater pride of possession in Ford owners? It will, and in doing so many more Fords will bridge the distances that bind the world.
Likewise, in every captain of an industry there is a human story which if told in vivid human terms w 11 not only become an effective n:essage of sales but also provide the much awaited incentive to the ether people who are waiting for opportunity to knock at their door.
Only a motion pictore can recreate the thrilling incidents of such careers. Find us another medium equally powerful, so completely embra cive and so practically effective.
BUYING MOTION PICTURE PUBLICITY
Almost every commodity in the world, except the motion picture, lias some standardised value. The buyer can see the commodity, evaluate it for himself and bargain round the standardised price. Even in purchasing advertising, the rates
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