The Power of Film

Research reveals that film has the significant power to inform, educate, persuade, and even change behavior, influence opinions, change attitudes, and teach new values. A powerful film will engage our cognitive, emotional, and even our spiritual senses creating a profound transformative experience. It opens the door for viewers to step outside of their normal, routine modes of thought by producing a new “whole body” experience. Put scientifically film utilizes the power of modeling or imitative learning techniques; a method, according to Stanford psychologist Bandura, that plays a highly influential role in accelerating social changes, stimulating long-lasting attitude changes, and in strengthening or extinguishing emotional responsiveness to various stimuli. The educational potential is enormous. As studies now suggest, films are to some extent teachers of values and social behavior in our society. We believe film has the power to ignite life-changing effects on the developing world, vulnerable communities and social outcomes. In short, they may possibly be a more powerful teacher of values and ethics than we ever imagined.