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point, the advertisement film ranks as the most powerful of the cultural films.
« We have at the two poles the publicity film, pure and simple, and the « investigation » or study film.
« Between these two extremes, there are a number of films of various kinds, scheduled under different names, as experts may deem expedient. There is, for instance, the scholastic film, suited to the purposes of teaching and created for this end, and the publicity film made to advertise a given article. While, on the one hand, the economic power of the advertisement film offers a chance of increment to the educational film, it is certain that the cultural concept of the latter influences a wide field in the domain of the former. We may claim that our best producers are steadily endeavouring to impart a cultural tenour to publicity films ; that is to say, to make of them a medium for diffusing a knowledge of facts. It is in this field that the German producers of advertisement films should endeavour to pursue their mission of culture.
« Thus, it is by no mere hazard that the producers of educational films in Germany are frequently also producers of advertisement films.
« Our Congress has acknowledged the importance of this principle and has entrusted to the Association of German Educational and Cultural Film Producers the task of organizing their work and programs of publicity films in concert with a group of experts and specialists.
The Film is the essence of Publicity. No other means of propaganda has the magic and magnetic force of the sequence of events following one on the other on the screen. All those who come within the range of its light are subjugated. This is the secret of the world success which, in the course of a few years, has made of the cinema a popular means of entertainment to which all barriers of race and of education are as nought, without, alas ! any heed being given to its quality. The film is the essence of publicity, for it attracts all eyes and compels men to see. It is not necessary for the plot to hold one's attention; the movement of the shadows on the screen offer a sufficient fascination. Noiselessly, the film penetrates our mind, and we are powerless to resist. It is difficult to close ones eyes during a cinema show ; it is easier to close a book in the middle of an interesting passage. The cinema has proved such an efficacious means of propaganda in the country that supplies 94% of the world's film requirements that the masses throughout the world may be said actually to feel many sentiments through the medium of the American nervous system !
« There is no cause for surprise, therefore, if the film is being used for the purposes, and as a means, of publicity. Rather is it matter for wonder that it is not still more generally used for all forms of indirect propaganda.
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