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THE FUTURE OF EDUCATIONAL FILMS 231
intentioned pedagogues and earnest amateurs. Improvement of theatrical pictures has created taste and appetite for films of quality, and the nontheatrical field wants that quality. It cannot get it yet. It is waiting only until it can. And where will this film come from? It can come only from those who have the knowledge, skill and resources for making quality films, namely, the theatrical producers.
The vast non-theatrical market is there, eager and ready to start. It is 40 times the size of the theatrical market when it gets the projectors. It will get the projectors itself the moment it knows that serious production has started — and the projectors will go in faster than the films can be produced. Rentals will be higher than now — for the films will be worth it — but always lower than for the theatres. There is ample compensation for this lower rental — the size of the field, its willingness to wait until the film has earned its maximum profit in the theatres, no more need for costly advertising, and longer circulation life because non-theatrical value is a matter of content, not of date. The theatres will always have the new releases, the nontheatrical field will always take them second-hand — demanding only that the pictures are good (which means, incidentally, that the conflicting interests of the theatrical exhibitors and the non-theatrical field are largely imaginary).
The Eockefeller Foundation lias, in a small way, helped to make possible certain welfare propaganda films that are being distributed by health organizations. The Commonwealth Fund granted the sum of $10,000.00 for pedagogical research with moving pictures, which instituted the series of experiments reported in Freeman's Visual Education. The most valuable aid private wealth can furnish pioneer enterprises is to carry them well through the demonstration stage and leave the public to continue the good work. Carnegie has done that with libraries, the Carnegie Foundation, with teachers' pensions, and the Eockefeller Foundation has assisted numerous investigations to work through the demonstration stage. Such a