South Bend news-times. (South Bend, Ind.) 1913-1938, 1922-05-21

What he has discovered he tells
herewith II Is the result OF many
months OF intensive study and
wide investigation.
Hundreds OF Industrial motion pic
ture exhibitions are occurring daily in
the non-theatrical Held Strange as
q may seem the pictures In such ex-
hibitions are those that are given
thumbs down by the theatrical pa
irons. business pictures are being
increasingly used by schools.
churches and other organizations 70
emphasize or illustrate their mes
sage This adaptation II you viii,
shows remarkable versatility IN cap
talking these valuable forces. This
method OF application Increases
rather than dlmlnishes the message
the producer or manufacturer wishes
to convey through his industrial pic
ture.
AZ the commercial entertaining
picture stimulates the emotions and
serves 20 appeass the demand for
tears. laughter. love and hate. 20 the
business picture awakes the intellect,
develoDes a broader conception Of
life and or our intricate and complex
social system. IL creates a harmon
ious understanding or and greater
sympathy for those IN other walks
or life. These pictures are the silent
masterfuI appeal for the brother
hood OF men and a grim warning
and barrier against intolerance by
sector class.
During the past FIVE years indus
trial pictures have risen from an IN
interesting trip through a factory, 10
productions OF real merit These
early pictures were ground out by
free-lance and often inexperienced
camera men. with the result that
they were OF little value 10 either
manufacturer or audience. The pres /
ent-day production is built with as
much and often greater care and /.
preparation than many q our
heralded super productions. That /
a business picture designed for a /
purpose. artistically and skillfully /
produced brings the desired results
has been proven over and over again. /
It's entertainment qualities open the |
theater TO Il and its educational {
value creates a demand IN the non
theatrical field.
Find Demand Great.
During the past year many OF
these exceptional business photo
plays. accepted and distributed by
authority OF the Theater Owners
League Of America have been Ioyal-
~ received in the theaters- The Mo-
ton Picture Bureau, Industrial De-
partment Of the Y. NJ. Q. A. but one
of a score OF non-theatrical distribu-
tory organizations who are listing
pictures provided by business con-
Germs OF national reputation. The de-
mand for these films is greater than
the supply and convinces one that
this type OF picture is successful in /
meeting requirements OF the nom
theatrical field. namely entertain
ment and International and from
the manufacturer point of view
direct sales and educational service /
20 consumer.
When boilermakers request 70 see
how typewriters are made. and
Sunday evening production or coal. /
growing Of oranges. etc. and coal
miners ask for "A look-in on the silk
Industry" one does not have 10 ask.
EDO people want 10 know about these +
things" The present system or
production and distribution or enter
tainment pictures makes the secur-
Ing Of the comparatively few avail
a BILE films extremely difficult. (Prac- t
tlcally the entire supply or enter
tanning pictures 10 the non-theatrical
field is secured through independent
non-theatricaI exchanges. a service 7
not too bountiful or satisfactory at /
the present time
Exhibitors fearing that the non
theatrical exhibitions will interfere
with their business. demand that the
distributors refrain from providing
any theatrical pictures 10 non-the-
atrscaI exhibitors. on the other I
hand the exhibitor. continually be-
ing prodded BY Committees on Bet
ter Films 70 select higher class pic
lures. Is seriously handicapped by
the methods through which be must 4
book pictures from distributors Few. /
n any. exhibitors have the option OF
selection or choice OF program
Use In Schools.
The theatrical Geld producers fg- +
ure on a quick turn over. the aver
age expectancy being a complete re- I
turn OF their initial investment in "A 4
weeks or less. with one hundred per T,
cent profit in an additional 81 weeks /
Until some phnsnthropist or phil /
anthropic organization makes pos I
slhle the production OF special pic /
lures for the church and school I
without the thought Of financial re- .
turn they Will have 20 be content I
with the catch as catch can from /
the various non-theatrical film agen- I
cies The school thoush- able at the /
present time - secure but few ex- /
perimental complets film courses OF /
study or direct supplementary ma I
ferial 90 their text. Is IN a much more
favorable position than the church.
as practically all scenlcs comedies .
serials and many drarnatic produc- /
tons have a direct bearing upon the 4
subjects OF physical and commercial F
geography. history. physics and liter
qture while the Industrial or bust /
ness pictures lend themselves readily T
20 vocational guidance, science and .
mechanics
One % the most valuable uses 20 4
which our schools can put the indus
~