in terms of words rather than pictures but in this age of visual communications that enough certainly is not using the most modern methods in the modern age of modern media reddit our panel here prejudices its objectivity on the point we all feel the motion picture should be a full and equal partner with other media but i think most people at this meeting would have to admit that such is not the case well the intrinsic value of film as a communications tool should by now be quite fully appreciate d there is much evidence that it is not probably all know of the many scientific studies that have proven beyond any reasonable doubt the effectiveness of motion pictures yet when the subject of a public relations film is under consideration  invariably ends up at the bottom of the totem pole of things we should do how often we've heard yes would be nice to make a film if we could afford it but more important fish to fry wasn't banned at this proven and powerful means of communications  apparently held so mostly in the eyes of management probably the major reason is that the film medium has not been presented or sold to management in a business like manner by then i mean not as a movie or as a work of art but director of consumer power company one of the nation's and largest that's being realistic there is no medium absolutely no medium which can reach reach vast numbers of people more quickly than sponsor a business the federal communications commission expects all stations to devote a certain portion of their airtime to noncommercial activity now bear in mind in the united states alone there weren't last count seven hundred eighty t v stations on the air ninety eight percent of them say they are using business going as regular bear in mind also that ninety four percent of all homes in the united states have t v sets and there are nearly fifty six million households looking at t v so it doesn't require an electronic brain to tell us we have something pretty big going for us in business films  relations what problems with the footage is the public relations films and let me say as loudly as i know placing an occasional news clip on t v is not i repeat not using the skill medium to tell your story on t v my second kaviak has to do with quality but ever else may be said about t v programming that is produced with a higher degree of professional excellence whether you or i like a program are not you can bet your last nickel and is produced well technically much more with an ever increasing number of feature films coming on t v the quality quotient is higher than  lot does this mean to the sponsor of a business deal that means quite simply the t v program managers are going to look for college when they preview his film it means that if his film gets on t v the t v audience unconsciously perhaps but nevertheless quite definitely well compare his product with the best of the networks and hollywood producer michael come back to watch afterall as the name of the game circulation a conservative number a good public relations film released nationally as one hundred fifty showings in a one year period on the average that exposure will reach an estimated audience of six million viewers  spoke on film or screw youth influence on behavior and purchases is well known its influence on a wide spectrum of other activities is growing the youth idea market is open for those who are ready and able to do business there there are two hundred fifty thousand sixteen millimeter projectors in high schools alone the rise in audio visual expenditures in the last school year was fifty four percent over the year before when your film reaches school audiences there's a vital person involved at many stages including the actual seeing of the presentation the teacher if you don't think teachers have influence try winning an argument with your own son or daughter and have the final words be  my teacher said so it is unfortunate that the same group who condemn thoughtful industry participation in our schools also condemn the concepts held by many graduates and drop out of the same schools  critics pretend that there is somewhere a golden curriculum in the sky and if we would only follow this ideal everything would return to an age that never existed we know that textbooks are all when they are ordered and get older in a hurry we know the facts of production and careers and industrial processes and technological advances come best from us and many schools know these sources to be vital to them vital in the incredible job of making school half as exciting as the world the world has outgrown the schools ever since advertising and television and sponsored school materials have come of age it's a rough league today this legal school oriented curriculum in terrell's whether you think that eighty films used in a medium school year three out of four are sponsored or that more new sponsored films are available each year than the total available just twenty years ago or that there's a change in the high school audience of twenty five percent each year these fact add up to challenge so there's a logical place for business materials and real audience available what else is now discrimination and where the varied meanings is new the teacher who welcomed a black and white print left over from the advertising department's new product review or the stockholder meeting film has long since gone teachers and students want information they also mind inspiration what's more they want from the people who know about it no longer are they happy about fuzzy intermediate sources both the workaday and the hope for a day in american life are avenues for sponsored films it's a privilege and  responsibility to aid teachers to interprete and students to understand our social and economic philosophy and measuring up to the responsibility we can ensure the privilege thank you th some six or seven years ago the entertainment segment segment of the motion picture industry got that the slogan movies are better than ever in the minds of most industry ites the slogan also reflect that a rebirth of their confidence in their business or things were looking up but those big budget productions coupled with no content of television film shows for the networks and for the synd cators because the sizable production drop off in theater shorts the newsreels also faded into oblivion bowing to the immediacy advantage of telamon the continuation of their short subject products scarcity is the simple but obvious reason why the theater sprain offers a rich opportunity for your p r film some forty five million to fifty million folks find their way to motion picture theaters weekly just about twenty five percent of our total population so it is truly a big big opportunity there are still another plus exclusive to the optical circulation and that's the environmentalists advantages recognizing that it's the ultimate in film feeling comfortable seats skill projection service that gives clear sharp focus and usually suburb sound agile there's the big screen and you have the tiffany and motion picture presentation these terrible conditions can't help but contribute to the receptivity and the retention of your films message on the subject of the film message let's point out a few guidelines that will help your message opportunity first and foremost is your need to come up with a top professional quality after it will be playing on the same screen with feature productions and probably cost millions remember that your picture should be entertaining and by this we do not necessarily mean amusing and informative t the screen but twice because it's a fresh new audience viewing each feature presentation during the afternoon and evening hours showing of your short is being seen by a fresh new audience other established avenues of film circulation such as community audiences including opinion leader groups like chambers of commerce and so forth as well as churches and of course the increasing opportunities available through