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FILM COMMERCIALS 305 mercial. Both technical picture quality as well as story content are most important. If the last act was a tender love scene building up through an increasing air of dramatic tension to the triumph of love over the rest of the world, there will probably be a few moist eyes in the audience. These are people who, because of their identification with the players on the screen, may be more im- pressed with the sales message— if it is properly presented. But if an animated or stop motion film of any kind comes on immedi- ately following, the transition will be too abrupt, and instead of receptiveness there will be nothing but dislike for the product and sponsor. That is a problem for the agency and sponsor to work on, but a producer worth his salt will never let such a thing occur except over his dead body. Then, too, if the show was live, there will be a very noticeable jump and change in tonal values which will immediately tip off the viewers to the fact that film is being used unless the light values of the last scene are matched to those of the film commer- cial. In fact, it may necessitate the adjustment of receivers, either necessary or imagined, owing to the changed appearance of the screen. In either case resentment will be aroused and it will find an outlet in a dislike of film and, of course, this will be reflected by association with the product. This means that greater care must be used in making com- mercials for use on television by ensuring that the contrast range is right when the film is made and that the processing is done to produce a proper television print. It also entails the exercise of great care in the choice of colors used in the costumes and set colors. Attention to details like this should not result in any in- crease in the cost of film production since it only means using different colors and arrangements of lights. For a product that must be demonstrated perfectly the first time, and especially a type which is subjected to suspicion because it has been the butt of jokes for years, film is a must. Such things are objects which once, perhaps many years ago, were regarded as gadgets and thus became fair game for humorists and are now household and daily life necessities such as fountain pens which