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« The reasons, however, are not far to seek. A film exists only from the moment it is ready for projection. Then its advertisement value depends directly on the number of projections; and, considering the projection system prevailing in cinemas at the present time, the socalled « projection life » of advertisement films is brief. In order to prolong it, it is necessary first to create other projection possibilities. It is possible to increase the number of projections but at considerable cost. Publicity films of all kinds have attained almost to technical perfection in Germany, where we have many admirable examples. The reason for this is the diversified order of work which the German producer pursues ; this variety, specialised in all its particulars, avoids sterile uniformity.
« The earnest producer of educational films must, first of all, combine a sound knowledge of film technique with an understanding of what does and what does not lend itself to representation on the screen ; what is likely to interest the audience and what means must be used to arouse its interest. It is not enough to possess a good camera and to instruct an operator to take some films. All publicity films must have a solid background of painstaking preparation and experience. Both big and small firms have produced a great deal up to now in the field of the advertisement film, but unfortunately, they have frequently been induced to promise more than they can accomplish.
« This is often the fault of the persons ordering publicity films, and who are apt to demand impossible and technically unrepresentable things. It is superflous to state that not only films which reproduce events and ideas demand special ability on the part of producers. The pure advertisement film also, which lacks the requisites of the educational film, being concerned solely with advertising, finds its place in cinema programs among the short turns and this renders it necessary for its theme to be carefully and intelligently selected in order that it may have some real artistic value.
« The members of the Educational Film League are convinced that mutual understanding between educational and publicity film will be of advantage to them both. The producer of educational films will gain by the greater economic possibilities opened to him, and the advertisement film will have the advantage of the more scientific guidance of the educational film. We manufacturers of educational films are proud to place our knowledge on this subject at the service of world economy. The value of our help is conclusively demonstrated by German statistics , which show that during these last years nearly as many metres of cultural and publicity films have been produced as of dramatic films.
« It is earnestly to be hoped that an understanding of the unlimited possibilities of the publicity film will make headway in the ever widening field of world economy ».
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