Alan J. Harding
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Non- theatrical exhibition and audiences
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This chapter considers the problems of evaluating the impact of PIFs at a distance of many decades. The work of Janet Staiger is used to develop an appropriate analytical perspective. Government PIFs, especially after 1940, often had a dual distribution both into the commercial cinema circuit and non-theatrically. The latter method had been pioneered by John Grierson who appreciated the educational value of film but it soon became more formally organized through the Imperial Institute Library which, over the years, morphed into the Central Office of Information Film Library. The films contained within the library were normally distributed free of charge, although often requiring the borrower to pay the return postage. By the mid-1930s the PIFs were available to any organization which had the facilities to show them, and these included schools, churches, large post offices, youth clubs, trades union buildings, military bases and many other venues. Alongside this form of exhibition, the films were distributed for non-theatrical exhibition in cinema vans and projector units. PIFs were not only circulated for non-theatrical exhibition domestically but were also distributed overseas, chiefly in the colonies.

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Public information films

British government film units, 1930–52

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