In response to Hitler's harsh reprimand, Goebbels launched a campaign to promote the antisemitic views of the Nazis to the German populace. He ordered each film studio to make an antisemitic film. In the case of "The Eternal Jew", Goebbels conceived of a film that would communicate to the German people the same antisemitic message that had been the theme of the 1937 Munich exhibition. Hitler preferred films such as "The Eternal Jew" which presented the Nazi antisemitic agenda openly and directly; however Goebbels disliked the crudeness of such straightforward approaches, preferring the much more subtle approach of couching antisemitic messages in an engaging story with popular appeal. The film "Jud Süß" is an example of Goebbels' preferred approach.