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13. ABSTRACT (Maximum200 words) This qualitative study was conducted to determine if, through government assistance to producers of entertainment-oriented motion pictures with military themes the armed forces in general and the Army in particular are: (1) increasing public understanding of the U.S. Armed Forces and (2) enhancing U.S. Armed Forces recruiting and retention programs. It differed from past audience research in that it was framed in media effects theory and the situational theory of publics, with particular attention to the factors of involvement and celebrity influence as they may relate to reported changes in knowledge, attitude or behavior. The author conducted a series of focus group interviews with first-term Army soldiers and high school students to evaluate the public information and recruitment or retention value of the movies. The study confirmed that entertainment-oriented motion pictures with military themes have only a situational effect on individuals. It also proved valuable in identifying some of the situational factors that can b