Wood County reporter. [volume] (Grand Rapids [i.e. Wisconsin Rapids], Wis.) 1857-1923, 1922-05-04

Editors Note.-George J. Zehrung
director of the motion picture bureau
of the international Committee Of the
M. C. A. is interested in the indus
trial motion picture. He has beer
making speciality Of finding out what
the average citizen likes and wants
in the motion picture market aside
from the dramatic. What he has dis
covered he tells herewith. 1t 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 field. Strange as it
may seem the pictures in such exhi-
bitions are those that are given
thumbs down" by the theatrical pa
irons. Business pictures are being
increasingly used by schools, churches
and other organizations to emphas-
ize or illustrate their message. This
adaptation, or adoption if you will,
shows remarkable versatility in cap
italizing these valuable forces. This
method of application increases rather
than diminishes the message the pro
ducer or manufacturer wishes to con-
vey through his industrial picture.
AS the commercial entertaining
picture stimulates the emotions and
serves to appease the demand for
tears, laughter, love and hate, so the
business picture aWakes the intellect,
developes a broader conception of life
and of our intricate and complex social
system. It creates harmonious I'M
derstandng of and a greater sympathy
for those in other walks of life. These
pictures are the silent masterful ap-
peal for the brotherhood of men and
grim warning and barrier against
intolerance by sector elias.
During the past five years industrial
pictures have risen from an uninter-
esting trip throug factory, to pro
ductions 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 to either manufacturer or au-
dience. The present-day production
IS built with as much and often great
er care and preparation than MANY OF
our heralded super productions. That
business picture designed for a
purpose, artistically and skillfully pro-
duced brings the desired results has
been proven over and over again. Its
entertainment qualities open the
theatre to it and it's educational value
creates a demand in the non-theatri-
cal field.
During the past year many of these
exceptional business photoplays, ac-
cepted and distributed by authority
of he Theatre Owners League of
America have been royalty received in
the theatres. The Motion Picture Bu-
reau, Industrial Department of the Y.
NJ. c. A., but one of score Of nom
theatrical distributory organizations
who are listing pictures provided by
business concerns of national reputa-
ton. The demand for these films is
greater than the supply and convinces
one that this type of picture is sue
cessful in meeting requirements of
the non-theatrical field, namely enter
,,,fo
the manufacturers point of view a
direct sales and educational service
to consumer.
When boiler makers request to see
how typewriters are made, and
churches are eager to present on Sun
day evening production of coal, grow
ing of oranges, ETC., and coal miners
ask for "a look-in on the silk indus
try" one does not have to ask. ''Do
people want to know about these
things ?" The present system of pro.
duction and distribution of entertain,
ment pictures makes the securing Of
the comparatively few available films
extremely difficult practically the
entire supply of entertaining pictures
to the non-theatrical field is secured
through Independent non-theatrical e2
changes, a service not too bountifu
or satisfactory at the present time.
Exhibitors fearing that the non
theatrical exhibitions will interfer,
with their business, demand that tn
distributors refrain from providing
any theatrical pictures to nontheatri
cal exhibitor On the other hand the e,
hibitor, continually being prodded b.
Committees on Better Films to selec
higher class pictures, is seriousl
handicapped by the methods throug
which he must book pictures from dis
tributors. He, if any, exhibitor
have the option of selection or choic
of programs.
The theatrical field producers fgur