Moving Picture Age (Jan-Dec 1922)

An agricultural life is one eminently calculated for human happiness and human virtue. — Josiah Quincy FILMING the HOME ACRES E. L. Bill In Charge of Motion Pictures, Department of Information, American Farm Bureau Federation, Chicago THE FIRST stump in the pathway of any organization of farmers using motion pictures is to find a sufficient supply of worthwhile pictures that apply to the object of that association. County farm bureaus — many of them with a number of local organizations throughout the county — agricultural schools, farm short courses, community clubs, rural churches, co-operative marketing organizations, breeders' associations, and many other groups of farm folks are not meeting for social purposes only. Most of them have a definite aim in mind — usually the study of their production and business problems, and the development of an inviting, wholesome community life. But when you count the available films that make substantial contributions to the programs of such meetings, they are limited in quantity. Will these people continue to use films if their supply is limited to the industrial film that carries an advertiser's story? How can we expect these organizations to thrive with their motion-picture outfit on straight educational pictures on agriculture, while all around the farm there are the most wonderful stories in real life, with beauty and romance in them equal to the best photo-. plays. The country church that thrived is one of those stories; others concern the man who wanted the next quarter section at the sacrifice of the education of his children — the hired man who won — the country school teacher who conquered. The farm is replete with such stories. There are plots innumerable in these subjects, even as inviting and deep as a knife fight in a back alley. They are all of scenic possibilities that equal the settings of the best pictures. The big themes of these stories can visualize to the audience the possibilities and the brighter side of farm life, suggest solutions of problems, and inspire. The use of motion pictures by farm bureaus and agricultural organizations will increase about as fast as these good pictures are made available for their use, and this fact must be faced by all who»are actively interested. The American Farm Bureau Federation has started out to produce pictures of a character appropriate to rural needs. Two pictures in the agricultural film library of the Illinois Agricultural Association— "Spring Valley" and "The Homestead" — were produced by the American Farm Bureau Federation, and they carry a story with characters and plot. The call for these two films has been just 20 times as great as the call for all of the 13 other films, most of which were educational. This is certainly proof that these local organizations appreciate pictures that apply directly to their problems and will respond by using the product that is really appropriate. It is the plan of the American Farm Bureau Federation to continue to produce more and better pictures all of the time, and to dis An interesting insight into the mysteries of production — this being the shooting of a scene in "Spring Valley" tribute them to county farm bureaus and other groups wishing to use them. The first exchange has been established at Chicago, and the Federation plans to establish other centers of distribution as the demand grows. The experience of this department during the first year indicates that the limit in this field is the number of real pictures that can be produced to fit the needs. For instance, a year ago in Illinois only two farm bureaus had portable projectors; now there are about 30 counties owning their own projectors, and many more than that are using pictures. Cut the supply of pictures from these farm bureaus to what they can find here and there in the different exchanges, and all the projectors will be lying on the shelf in less than a year. But have headquarters to study every angle of motion-picture work in this field, understanding the field, producing in an intelligent manner from which all organizations can draw — then these projectors will be in continual use. The first outstanding benefit that motion pictures have bestowed upon the farm bureau is to draw crowds to the meetings. From the state of Oregon comes word that, in communities that were practically dead — where it was almost impossible to gather a group of farmers t o g e t h e r — pictures have brought forth crowds of several hundred. The . same state has asked for a film to use in organization work, showing the outstanding accomplishments of farm bureaus all over the country. In Gallatin County, Illinois, 2,100 farmers attended a series of eight meetings at which motion pictures were used. Many other letters verifying the drawing power of the motion picture have been received. Motion pictures have also made it possible for the farm bureau to drive home lessons in a very effective manner, and accompanied by an enjoyable social time. From an Indiana county comes information that old men went away from the meetings where pictures were shown with a chuckle and a handshake— men who formerly had but a grunt for a farewell. All of the answers to American Farm Bureau Federation inquiries have been to the effect that the rural districts offer a definite place for motion pictures as a means of education and entertainment. After all, a big part of the farm bureau's work is education — getting people convinced to the point of action. Some of the present methods are the printed word, word of mouth, exhibits, and auto tours. The motion picture makes it possible to take any kind of a story to a meeting at the crossroads town hall, 20 miles from town. It takes such subjects as the grand champions of the National Swine Show, the smallest insect pest that can be studied in the laboratory, the big stories of co-operative marketing and soil fertility, and discusses them in a short time, in interesting, convincing manner. 15