Moving Picture Age (Jan-Dec 1922)

film that would draw — if it were intelligently and as expensively advertised as the more sensational production — at least an equivalent revenue in the theatres and would then, at the point where the first film's usefulness ceased, go on to many months of revenuereturn from its exhibition in schools, churches, social centers, farm bureaus, and such places? We appreciate the co-operation of these producers; and we commend them for their foresight. Unpleasantness is purged from Thought No. 6 by our personal knowledge that this condition is restricted to one rather limited section of the country — and a number of our readers have experienced this antagonism in that territory and have discussed it with us. It is unbelievable that this condition shall remain in force to the degree that the schools and churches are hampered in their non-theatrical activities, although some complaint of that character came to our attention a number of months ago ; we would welcome further information on this score. Public opinion in the communities whose churches and schools are so throttled should organize and protect its institutions, and Moving Picture Age stands ready to lend whatever aid is possible. These ideas, miscellaneous as they are, give some indication of the milling and weaving of the elements in this restive, fast-growing field. Some grossly wrong conditions, some ethically high situations, an amount of ideas that need the enlightening touch of experience, and a mass of material that as yet has not developed sufficient strength (generally in a financial sense) to determine its various destinies with a firm hand — these we found ; and never was there a normal field of activity in which these growing pains were not noticeable. But just at this moment will mature, reasoned thought and careful, substantial guidance go farthest in the rearing of the type of child that shall be the fine, strong adult — visual instruction come into its own. WORKING CONDITIONS OF the county agent are in a way sharply dissimilar to those of the school principal and the pastor. The feature of voluntary attendance at farm-bureau sessions in itself draws a broad line of demarcation. The educational institution works with human material whose presence is so general and so regular because of legal enactment, parental foresight, or personal ambition ; the religious institution, while in reality dependent upon voluntary attendance, has an invaluable attendance-foundation in those who for hereditary, denominational, or other preferential reasons may always he found in their pews, enjoys a social approval that carries many a none-too-devout through its portals, and possesses the historical prestige of "the church" as a basis for increased membership. But the county agent is doing pioneer work : he must command as high a percentage of attendance at farm-bureau meetings as aggressive methods make possible ; he must score high in results on a project that is lacking in legal reinforcement, in a background of custom that makes for involuntary approval, and in the prestige of age ; and he must constitute the farm bureau so much more than merely a rostrum for discussion of agricultural problems — make it so definitely a community center for recreation, information, good-fellowship — that the farmers' wives and children shall find there enjoyment and neighborhood friendship. We have been studying with exceeding care the reports of the county agents who are at present using films in their service — for these men alone can pass judgment upon the practical efficacy of motion pictures in farm-bureau work. These specific statements are so startling as to challenge the attention of every county agent conscientiously on the alert for the strengthening of his service. One communicant says, "My people display interest rather than an expression of boredom when I speak of the next farm-bureau meeting." Another states, "Never did I have the town hall packed until the night when, as I had previously advertised, I used our new projector and screened several good agricultural films ; and the crowd hasn't been less at the meetings since that first night." And in Mr. Yerrington's article, in this issue, appear assertions that would seem to determine the practical worth of farm-bureau motion pictures beyond cavil : "With the use of the projector we are able to get practically 100 per cent attendance at our meetings ; this instrument enables us io reach the 35 per cent we had failed to reach in any other way. . . as well as making the meeting so interesting that the women and children are glad to attend. I would not try to do county-agent work again without access to a projector." Think of it, county agents — essentially 100 per , cent in results! What is your percentage? Moving Picture Age seeks to put this project before the county agent in straightfrom-the-shoulder fashion. We are not selling films, nor projectors, nor anything except the service of ideas that we are convinced will broaden and expedite your own service ; but we seek, and are now attaining, the close contact with farm-bureau problems by which our ideas may become even more practical and accurate. Mr. Samuel Guard, Director of Information for the American Farm Bureau Federation, has consented to serve as a Contributing Editor to Moving Picture Age (see list on contents page), and through the close co-operation thus effected we plan to interpret the field of farm-bureau motion pictures so completely that you will know what is being done, and can decide what you should do in reference to your own bureau. Permit us one parting and significant suggestion: Do not be so unwise as to ignore this possibility of finer service until you have satisfied yourself that it holds nothing from which your people might benefit. ON THE COVER of this issue, directly following the magazine's name, appears a statement as exclusive to Moving Picture Age in the field of visual instruction as though that line had been specifically copyrighted : "The only independent magazine in the field of visual instruction." The significance of this status is obvious to the serious-minded group by whom this publication is read ; we mention our position without comment. 9 A CONVENTION FOREGOING all discussion would be considered a worthless convention, even were the conveners dumb — for then they could, and would, "say it" with signs and chalk. The interchange of ideas, the dissecting of projects, the explosion of plausible fallacies— it is these that constitute the greatest worth of the annual sessions for which men and women travel thousands of miles and spend valuable time. But what happens too often when the convention is over and each unit of the vast group is again face to face with the daily problems? .True, he is a bit refreshed, and he goes after results with new zest; but has he not tucked away for another year the very practical plan of exchanging ideas with his contemporary? Too often he has, and for another eleven months many a puzzling difficulty will be confronted and answered with the mental reservation that at next summer's convention he will see how others have handled such problems. We want to suggest that the constant interchange of ideas through the columns of the proper medium is an important factor in the growth of the movement for visual instruction. For example, in each issue will be found contributions by various advocates of visual instruction. If we did not have wellgrounded faith in the ideas and the authority of these contributors this material would not appear in Moving Picture Age; but that does not mean that some other visual educator could not have employed similar experiments and have secured much different results, and if that is the case the second educator owes it to himself and to the field to present his conclusions. Why should the ideas of any contributor be accepted with finality when relevant considerations remain unexpressed? Why not make the discussion truly valuable by covering rather than only touching upon the question? And the same invitation applies to the work of the Editor. These editorials are the reaction of one individual to the field's activities, and supposedly all channels of information are open to him; and yet information has been mistaken before, writers have misinterpreted their material before, news has failed to reach editorial desks before. If we have given the wrong twist to a subject and no adverse comment is received, why should we take other than the incorrect point of view when the subject reappears for discussion? Furthermore, if you have in mind some phase of visual instruction that has not been discussed editoriallv in these columns and would benefit by such discussion, do not hesitate to request it; we' would infinitely prefer to treat a subject especially in need of analysis than talk on topics not significant to your efforts in visual instruction. We choose subjects that seem most vital and timely, but we are able to select the problems more accurately and thus serve you better when your needs are known. The index of a live cause is the promptness with which its members arise to defend the right and condemn the wrong in that field. We know that visual instruction is a live issue. But we also want to prove to you that the magazine and the cause will be more vital to you when you are extending this editorial co-operation,