cans. The world eagerly lined up to buy canned dreams. The film 
not only accompanied the first great consumer age, but was 
also incentive, advertisement and, in itself, a major commodity. 
Now in terms of media study it is clear that the power of film to 
store information in accessible form is unrivalled. Audio tape 
and video tape were to excel film eventually as information 
storehouses. But film remains a major information resource, a 
rival of the book whose technology it did so much to continue 
and also to surpass. At the present time, film is still in its 
manuscript phase, as it were; shortly it will, under TV pressure, 
go into its portable, accessible, printed book phase. Soon 
everyone will be able to have a small, inexpensive film projector 
that plays an 8-mm sound cartridge as if on a TV screen. This 
type of development is part of our present technological 
implosion. The present dissociation of projector and screen is a 
vestige of our older mechanical world of explosion and