This report presents a study undertaken to evaluate the effectiveness of contacting previously unreached urban audiences through the use of films at automatic self-learning centers. To accomplish this, the study attempted to determine: (1) the extent to which people in an urban business (a large insurance company) would look at agricultural films during their lunch hour; (2) their reaction to this approach; and (3) the extent to which they would learn from this informal self-learning setting. Subjects were randomly chosen for both pre- and post-test phases of the study. From the results, the following recommendations are proposed: (1) More attention and emphasis should be given to publicizing the film to be shown in terms of its content, sponsor, and length; (2) The study should be replicated in other urban settings using the same subject population for both pre- and post-testing to determine changes in knowledge levels; (3) Films should be made available three to five days in succession and shown in more than one area; (4) Additional super film cassettes should be developed; (5) A guide should be developed for viewers to follow as the film is being shown; (6) Additional sources of information on the film's subject should be posted; (7) The potential viewing group's characteristics should be determined to select films; and (8) other new media types should be considered. (JS)