A DETERMINATION OF THE INCREMENT IN LEARNING ATTRIBUTABLE SOLELY TO ONE, TWO, AND THREE REPETITIONS OF A FILM OVER AND ABOVE A SINGLE SHOWING WAS INVESTIGATED. THE SUBJECTS WERE 319 COLLEGE FRESHMEN WHO WERE DIVIDED INTO FOUR GROUPS AND WHO WERE SHOWN FOUR GENERAL SCIENCE FILMS. EACH GROUP SAW ONE OF THE FILMS ONCE, A SECOND FILM TWICE, A THIRD FILM THREE TIMES, AND A FOURTH FILM FOUR TIMES. NO TWO GROUPS SAW THE SAME FILM THE SAME NUMBER OF TIMES. MULTIPLE-CHOICE OBJECTIVE TESTS WERE PREPARED FOR EACH FILM AND WERE GIVEN DURING THE NEXT CLASS PERIOD AFTER THE FILM WAS SHOWN. THE DIFFERENCE BETWEEN THE PRETEST AND POST-TEST SCORES WAS HIGHLY SIGNIFICANT IN EACH CASE, INDICATING THAT EVERY GROUP LEARNED FROM EVERY FILM. SEEING A FILM TWO TIMES RESULTED IN A SUBSTANTIAL INCREASE IN LEARNING. THE THIRD SHOWING DID NOT SIGNIFICANTLY INCREASE THE LEARNING EFFECTED BY TWO SHOWINGS. FOUR SHOWINGS BROUGHT ABOUT A SMALLER GAIN, AND IN TWO CASES A SLIGHT DECREASE, OVER THREE SHOWINGS. THE OPTIMUM NUMBER FOR THE TYPE OF FACTUAL FILMS USED IN THE STUDY WAS TWO SHOWINGS.