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180 HARVARD BUSINESS REPORTS
and business films. In his opinion, some of the pictures produced, though effective from a pictorial standpoint, were ruined in parts because of the disturbing sounds that resulted from the oversensitiveness of the microphone in picking up background noises. He favored colored pictures as more effective for educational presentation.
Commentary: The Y.M.C.A. Motion Picture Bureau was faced with two particular problems: first, the maintenance of its existing patronage; second, the possible necessity of distributing sound films.
Since the Bureau undertook distribution of films as a service and not for the purpose of making a profit, it may reasonably be argued that it was not concerned with the retaining of its existing patronage. Only in the event that a sharp decline in the number of films distributed would result in serious organization and financial problems, or in the event that other agencies were unable or unwilling to render the service which experience had indicated was demanded by the public, could it be said that the Bureau was particularly interested in retaining its volume of distribution. It is apparent, from the facts in the case, that a real demand for nontheatrical films existed, and that the Y.M.C.A. Motion Picture Bureau was meeting this demand. As this demand expanded, however, the Bureau could not reasonably expect to cover completely the field to which it was particularly adapted. It is also clear that the organization was not adapted to entering some fields at all. Thus, it had not entered the entertainment field. It is possible that it could not expect to concentrate its efforts on the distribution of strictly educational films, since films designed for this specific use could probably best be produced and distributed by men who were specialists in problems of classroom instruction.
It is a significant point that the Bureau did not employ personal representatives. It apparently depended largely upon the use of catalogues distributed by local secretaries to acquaint the public with its service. This would appear to be a somewhat questionable policy, if the Bureau was sincerely interested in, and actively concerned with, an extensive development of this field. It meant that only such persons would be served as by chance came to know of the motion picture bureau. Even some churches have found it necessary to develop aggressive methods of familiarizing the public with their work. Apparently the Bureau did not have a definite program, aggressively developed, which pointed to distinct objectives.
The most important problem before the Bureau was actively defining which one of the nontheatrical markets it believed it was best adapted to serve. It might confine its attention to this market. It