Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-05-11
Continued From Third Page)

NSOAAUAiNC4 GAOlA AAA4A0 oBO'J
intimate reasons why telephone wires
should not 60 wrong.
The manufacturing companies have
been extremely well advised in bringing
such pictures to the screen. A large
number of firms are producing and dis
tributing industrial films today, and
their output comprises a grand total Of
nearly 100000, 900 feet year. In the
past the only drawback has been that
we may have had some trouble in fol-
lowing the captions closely enough to I'M
derstand everything that was going on.
But now the makers of such films can
summon both dialogue and other sound
to their assistance. The roar and hum
Of the factory and the simultaneous
word explanation will make
the entire message more vivid and more
simple. In manner never before DOS
sible we shall be able to penetrate into
the great laboratories and testing rooms
and wilderness of machinery that Gre
ate the things we use. Thus we can
comprehend the processes and the rea-
sons for them-the quality of the ma
terials-the advantages of each device.
So, when we stand in front of some
iceleSS refrigerator or vacuum cleaner in
a department store, or some automobile
on a dealers floor. we should enjoy the
| ADVANTAGE Oh u DcIO6T UdChkIOulQ OI
knowledge than We have ever had in the
past. We can exercise more discretion.
There will be less and less excuse for
uninteIigent and random buying, of the
sort that now creates one of the mer-
chants most troublesome and perplex-
ing problems-the problem Of returned
goods" The likelihood of satisfaction
resulting from the purchase should be
appreciably enhanced.
aft fNa,
talking pictures that suggest additional,
ingenious uses to which any given article
may be put.
Business Should Benefit.
Such pervasive, penetrating search
lights, cast upon the inner workings Of
American industry. should have an adj
mirable effect. And, as some manufac-
turers assist their patrons with such
pictures, others will be compelled, in
self-defense, to follow suit. From such
widespread, explicit publicity with re-
spect to factory operations, the business
of the Nation as whole should benefit.
Surely, 1t Is extremely fitting that the
talking pictures-a characteristic prod
uct Of the machine age-should devote
themselves In part TO the portrayal of
machines. All this has very direct
bearing on that major Industrial prob
lCiu we kIiOW as OUoUitbCCtlCC.
No factory can derive the full benefits
and profits that spring from mechanical
efficiency unless 1t keeps Its machinery
absolutely up to date.
II manufacturer fails to do this, II
he neglects the warning signals that his
equipment Is becoming Anticipated, If
some sudden change In industry. some
abrupt shift In trade, catches him I'M
awares, obsolescence Of machinery may
prove q r1alady indeed. It may fell the
unfortunate victim with the devasting
essential for every industrial producer
to keep fully abreast Of developments in
mechanical research-on pain of falling
by the wayside.
It seems evident that the new type
industrial film with sound and oral
comment, should be intellectually help
full in enabling him to do that. espe-
cially II his field is that of machinery,
in which the display and examination
of samples often are dificult It should
provide the most practical form of in
struction and inspiration. When he sees
what his most progressive rivals are &C.
complishing, what insight and ingenuity
and foresight they are displaying, he
should be moved to emulation.
Will Find Other Uses.
Talking pictures will inevitably find
many other uses in industry and
trade. I think of the case of one big
paint firm which is using films almost
exclusively to teach its statesmen more
about the product that they sell and
how 1t can, best be sold. And one
must consider the practicability of
vital personal messages from executive
heads of company-the president,
sales manager or advertising manager,
fnN a Too ttN,A t.
the field, through the medium Of talk
ing pictures. With the aid Of portable
projection equipment, such picture
may be routed over the country or ex-
| hibited at many points simultaneously.
The dynamic, driving energy that
| resides in the brain Of a great business
man cannot be successfully transmitted
by mere black marks on paper. The
! compelling power Of his thought can
not be effectively reproduced or trans
| mitted by subalterns. But through
talking pictures made in his own ONCE
| conveniently and at ease, his message
may be conveyed to many places with
little lcss Of originality of direct appeal.
One If the serious wastes in distri-
button 1, through inexperienced or inept
s ssor iosf .ass .s co aisat t
over of staff, for all Of which we. as
customers. foot the bills. In retail
merchandising, particularly, such I'm
fortunate conditions occur more often
than they should. They are due, In
most cases, to inadequate or faulty
education Of the sales force. Many
stores, even OF fair size. are unable to
provide really proper training for the
| salespeople because Of the expense in
VOWED and the difficulty Of procuring
capable, stimulating hAstructors. Wors
Of that nature shouldlSe intrusted only