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APRIL, 1946
FILM AND RADIO GUIDE
15
An essential part of your
MOVIE EQUIPMENT -A
GRISWOLD
FILM SPLICER
There is no little evidence that this fight may have to be won over again in connection with so-called “sponsored” films. For example, Young America Films, in a preliminary announcement, stated that it was entering the field of classroom motion picture production and, by describing its proposed editorial policy and its intention to use qualified advisory committees, told teachers that the films would be educationally sound and authoritative. Despite this assurance. Young America Films, in a recent folder which apparently was sent only to industry and not to school people, urged the distribution of motion pictures to schools in order to advertise certain products that are produced by industrial firms. The following is a quotation from the folder :
No matter what you have to sell, you cannot afford to overlook America’s 30,000,000 students and 1,000,000 teachers as an immediate and extremely responsive market. Today, and every day, these millions are in the market to buy. Educational films, effectively distributed, can help build acceptance for your product or service both directly and because of the powerful way in which students influence the purchasing habits of their families.
But most important of all is this fact: the future success of your company in the intensely competitive days ahead may well be determined by the educational job you do in America’s schools today!
This appeal t o commercial corporations to use the Young America Films distribution system (“More than 400 skilled school salesmen will personally promote your film.”) is most disappointing. Another quotation runs :
When you can beam your message to this huge market with a proved medium of topnotch effectiveness and be sure of reaching it completely and intensively with the new Young America Film distribution service, you have at hand a golden opportunity.
This may be a golden opportunity from the point of view of the Young America Films distribution service, which hopes to make money as an agent for sponsored films, but the practice certainly has evil implications for classroom instruction. The schools do not exist to enable manufacturers to influence the buying habits of American children. Any attempt to do so
is highly inadvisable and will, in the long run, defeat its own ends.
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