Commercial reasons have likewise retarded the development of the educational picture. Indeed, in view of the return that it was possible, until recently, to secure from educational pictures, one must compliment the manufacturers on the moderate attention they have bestowed on the subject. Theater-managers have always been wary of offering their audiences pictures that were avowedly educational, so that the income from this source has always been small. Within the past few years, however, schools and other institutions of an educational character have devoted more attention to the possibilities of the motion picture, and the development of systematic and profitable methods of distribution is likely. Once this is brought about, the growth in importance of the educational picture is certain to be astounding. The “industrial,” which is the trade term for the picture that is used to advertise a particular product, is another field that has been only slightly touched. There are a number of companies that specialize in such work, but the stumbling-block thus far has been the exhibitor’s unwillingness to show the pictures in his theater. He rightly feels that the patron who has paid to see the performance feels cheated when his time is taken up with a strictly advertising picture. Many of these “industrials” can be made very interesting, however, by weaving light stories around the product to be advertised, so that the advertiser achieves his purpose indirectly and without the necessity of throwing his sermon broadside at the spectator. We recollect one such subject which was circulated by the makers of a brand of ready-made women’s clothes. An elaborate social function was the basis of the story, and two women who had been invited to the affair the principal characters. One patronized a select Fifth Avenue tailor who disappointed her at the eleventh hour and forced madam to wear an old gown to the function. This tragedy to the female heart was avoided by the second woman. More resourceful than her sister, she purchased the advertised brand of apparel at a department store and was later the envied center of attraction at the society affair. To drive home his lesson the author now had the patron of exclusive modistes visit a relative who lived in the city that was the home of the ready-to-wear clothes. An invitation to visit the factory followed, and the camera carried us along with madam through all the interesting departments. Though it was advertising, such a picture could not fail to appeal to women.