Professional Documents
Culture Documents
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REFERENCE
COLLECTION
CLEVELAND
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PUBLIC LIBRARY
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WESTINGHOUSE PREVIEWS THE MIDDLETON FAMILY
An Outstanding Contribution to tlie
n to provide
Jsewher
- m new
'^
"*'" ''''-We
-"--"u-i.-nco..erc;alfi,;r
nimosound "COMMBItaAL"
is a
io
compact, single-case projector offering the utmost
convenience and simplicity of operation for the busy
salesman. It provides uninterrupted ihree-quaner-hour
BELL & HOWELL
showings of theater quality in salesroom, showroom,
hotel room, or moderate-sized auditorium At both the New York and San Francisco Fairs, give new -machine performance after months
Bell & Howell Filmosound Projectors are— by far of constant use.
— the predominant choice of exhibitors who use The same lasting dependability which makes
16 mm. talking pictures. Aetna Life, Armour, Filmosounds the choice of a majority of World's
Bethlehem Steel, Coca-Cola, Coty, Yale & Towne, Fair exhibitors recommends these projectors for
and scores of others use Filmosounds. your use. Whether your need is for small, compact
Because the show must go on! Because
Why? machines for your salesmen to carry, or for 1 6 mm.
continual use, all day and half the night, seven projectors capable in the largest auditorium, there
days a week for month after month, is grueling is & Howell model. All are
an ideally suited Bell
filmosound "MASTEk" is a more powerful projector service which requires the utmost in projector built to the same quality and precision standards
for serving larger audiences. It shows both sound and
silent films. Has provision for using both a public ruggedness and stamina. Because these exhibi- as the Bell & Howell studio equipment, preferred
address microphone and a phonograph turntable. Has
tors have found that Filmosounds can be relied by Hollywood for more than 32 years. Bell &
powerful ampli6er, and 7 50-watl lamp with condenser
for 325g brighter pictures. upon to project theater-quality pictures, to Howell Company, Chicago; New York;
1
deliver clarion-clear sound, and to continue to Hollywood; London. Established 1907.
fILMOARC— the
mm.
most pow-
— How to Dramatize Your Product BS No. 9-39
erful of 16 projectors
employs the automatic, elec- . and build up
. . sales and good will with BELL & HOWELL COMPANY
tric-arc type of illumination 1808 Larchmont Avenue, Chicago, 111.
commercial sound films is told concisely in
used by movie theaters. It ( ) Send free booklet, SHO>X'MANSHIP.
provides such screen bril-
a free, illustrated, 36-page booklet, SHOW- ) Include details on Filmosound Projectors
for busi-
liance and ample sound vol- (
ume that it can be used in MANSHIP. Write for your copy, today. ness use.
largest auditoriums.
Same Tif/e
rRiCISION-MADE BY Company
City State
ADDRESS LETTERS
MEN BEHIND A
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BUSINESS SCREEN
SERVICE BUREAU
* Film As
My
iu-i-c|ited
thesis
A
on "The Potentialities Of Sound
Retail Training Device" has been
hy Northwestern University in final
Look to the men behind the men behind
I'lilfilhuent of the requirements for a Masters
the camera for the success of your com- degree.
mercial motion picture.* Good camera As you know, no authoritative books and
technique is important — yes. But the suc- few articles have been written on sound film
as a training device. Hence, much of the
cess of the finished picture depends first
material had to be gathered the hard way,
of on the story it tells to the people
all
through several months of intensive research.
you want to influence. And that is deter-
Numerous producers, users, and trade organi-
mined long before the cameras start to zations were contacted in an effort to deter-
roll —
by the creative ability of the men mine both the present status and probable
behind the men behind the cameras. future developments in the field. Although
these sources of information were not in all
So, Industrial Pictures, Inc., suggests that
instances entirely satis-
you consider the competence of the cre- factory due to hesitancy
ative staff in choosing the studio that is on the part of some pro-
to produce your business pictures. ducers and users to give
information that might
BUSINESS SCREEN
Of course, we don't mean to minimize the
be of value to competi-
many obvious superiorities in the facilities tors, the thesis is, I
offered in our plant. They include: believe, a reasonably
studios designed and built from the complete, impartial
ground up for the production of business evaluation of the pres-
ent use and future
films ... a stage acoustically designed in
possibilities of sound
collaboration with RCA engineers to meet film a training me-
as
the special requirements of business pic- dium, and should be of
tures . . . the latest type RCA High Fidel- considerable interest to
ityequipment to permit the making of producers and users of
sound pictures anywhere and many . . .
commercial film.
I would like to express
other features which place Industrial Pic-
my sincere gratitude to
tures in the first rank of commercial pro- Business Screen for
ducers. Because of these facilities, and the valuable information
the capable personnel working with them, gathered from its pub-
our clients benefit by greater technical lications and the splen-
excellence together with lower production did cooperation given
costs in the finished product.
me.
Gordon B. Palmer.
But of far greater importance, we believe,
is the emphasis Industrial Pictures places * Please advise at once if you have any films
on the work that goes before —on pro- on the subject of wines.
George B. Sutkin. Sales Manager
viding a staff unusually able to fashion
Granada Wines. Inc.
a story in pictures that effectively reaches
into the minds of those you would influ- We have recently subscribed to your maga-
ence. We
invite you to investigate the zine. Business Screen, largely in the hope
thinking and working procedures of the that we might become acquainted with some
men behind the men behind our cameras. of the industrial films put out by such com-
panies as United States Steel, Ford, Ameri-
can Telephone and Telegraph, etc. We are
wondering if it would be possible for you to
make available to us some information re-
garding a number of these industrial films,
as to their content and the advisability of
showing them before a group of investment
officers in a banking institution. We should,
also, greatly appreciate learning how such
films may be made available to us.
T. D. Montgomery
,. MOTION PICTURES
\ft ILLUSTRATIVE
>" PHOTOGRAPHY
SLIDE FILMS
Facilities In New York • Detroit • Hollywood
How Many People
can Your salesmen ""seir"
in 30 MINUTES?
EVEN your lop salesman is blocked again and
again in tiying to reach all Ihe people who can
influence a sale. But even your average salesman
11 you want proof ihat Caravel
Pictures get results, check with
can reach them with a well-planned motion picture
American Can Company
. . . and in thirty minutes' time!
American Machine & Metals, Inc.
Wallace Barnes Company
He can shut them off from interruptions... darken
The Bates Manufacturing Company
Bethlehem Steel Company the room . . . focus their undivided attention on the
Black & Decker Manufacturing Company
Godfrey L. Cabot, Inc. screen . . . compel their interest with dramatic pic-
Calco Chemical Company, Inc. tures and a well -delivered talk . . . conduct them
S. H. Camp & Company
Cluelt, Peabody & Company, Inc. through your plant . . . demonstrate the merits of
Congoleum-Nairn, Inc.
Davis & Geek, Inc.
your product or your service . . . anticipate objec-
Dictaphone Sales Corporation tions before they are voiced and knock them down
Eastman Kodak Company
The B. F. Goodrich Company . . . then drive your selling points to the dotted line.
Hart Schaffner & Marx
Jenkins Bros. One notable example: Number of executives who
Johns-Manville Corporation
Kenwood Mills
had to be sold — 39. Time spent in reaching 23 of
National Biscuit Company these executives — two years. Attendance at a
National Lead Company
Raybestos-Manhaltan, Inc. motion picture showing — 36. Three weeks later, the
Socony -Vacuum Oil Company, Inc.
closing of a six-figure contract.
E. R. Squibb & Sons
Talon, Inc. Your biggest loss in selling is the lime your sales-
The Texas Company
U. S. Industrial Alcohol Company men spend in getting to the right people. Let us
OR ANY OTHER CARAVEL CLIENT show you how you can save that time — and make
it count!
[5]
PROMINENT EXHIBITORS USE
SCREENS
Wherever industrial motion pictures and slide films are being —
shown
whether at the Nation's two World Fairs or elsewhere throughout America
in factories, schools, cluhs, churches, auditoriums, offices or homes —
you will find experienced users of this modern selling medium projecting
Da-Litu S..r'-uii iii llj.- i.rn,il'/HousHiuI.i Fi.ian.-.' Cnr-
ll..-.,lr.: -.( lUr
poralion'fl exhibit ai the New York World's
Fair. This exhibitor, in their pictures on Da-Lite screens. Many of these exhibitors chose Da-Lite
presenting its 61ms elsewhere to smaller groups, also uses Da -Lite
portable screens including The Challenger, with tripod altached ivhich screens after comparative tests had proved their superior light reflective
can be set up ini^tanlly anywhere.
qualities and greater convenience. Others specified Da-Lite equipment
because of its 30-year old reputation for quality and dependable service.
Da-Lile screens are available with White. Silver, or Glass-Beade<l surfaces
DA-LITE INSTALLATIONS in many styles and sizes to meet every requirement. Ask your projlucer-
At The ^ptv York World's Fair* dealer about Da-Lile screens today.
Include the Exhibits of
HART, SCHAFFNER & MARX UNITED STATES NAVY PARTIAL LIST OF PROMINENT USERS OF DA-LITE SCREENS
HOUSEHOLD FINANCE CORP. DOMINICAN REPUBLIC
LEE HAT COMPANY FINLAND MtDRESSOGRAPH- EASTMAN KODAK CO. JOHNSON WAX CO.
NATIONAL ADVISORY COMMITTEE POLAND MILTIGRAPH CORP. LIBBV. MrNEILL & LIBBY
THE FISK TIRE CO.
ON AERONAUTICS STATE Of OHIO AIRW AY ELECTRIC
GENERAL MOTORS CORP. LUMBERMEN'S MUTUAL
(Aviation Building] DENMARK APPLIANCE CORP. CASUALTY CO.
ALLIS CHALMERS MFG. CO. THE GREYHOUND MAN.
At the Golden Gate International AGEMENT CO. MODINE MFG. CO.
AMPRO CORP.
Exposition, San Francisco HART, SCHAFFNER & JOHN MORRELL * CO.
BELL & HOWELL CO.
armour star brand
MARX CO. THE PENNSYLVANIA
Include the Exhibits of c:HICAGO & NORTH-
PHILIPPINE PAVILION « ESTERN RAILROAD HOUSEHOLD FINANCE CORP. RAILROAD CO.
CALIFORNIA STATE
RECREATION DEPARTMENT REPUBLIC OF COLOMBIA ( HKVSLER CORP. INTERNATIONAL BUSINESS SCHULZE BAKING CO.
CALIFORNIA MINES PERFECT SLEEPER CORP COMMONWEALTH EDISON MACHINES STEW ART.WAHNER CORP.
GREY LINE TOURS AUSTRALIA DRAMA OF SCIENCE CO.
INTERNATIONAL HAR. THE STUDEBAKER CORP.
PACIFIC HOUSE KEITH THEATRE STATE OF OREGON DEERE & CO. VESTER CO.
HE VRV CORP. VICTOR ANIMATOGRAPH CO.
"As otliridlh rt'fuirfeil in the Neu,' York if nrlil's Fmi INVESTORS SYNDICATE
Stirvry of niisiness Screen Magazine. REIBEN H. DONNELLEY WILLARD STORAGE
CORP. JOHNS-MANVILLE CO. BATTERS CO.
Write for 48-page catalog on Da-Lite screens, including recently reduced prices!
DA-LITE SCREEN CO., INC., DEPT. 9B, 2723 N. CRAWFORD AVE., CHICAGO, ILL.
Da-Lite screens are first choice of leading producers, distributors and users of business films.
IN IHE SPIRIT OF TOMORROW
Today's outstanding value in 16 mm. sound projectors
YES — the sound projector of tomorro^\ — but *'X" weighs onlv 49 lbs. complete in one case efficient 16 mm. sound projection equipment-
here today! Not just a new model, or an im- and both models swing into action as easilv and Send roupfin below for full details. •
proved unit — but a revolutionary new design quicklv as a portable tvpewTiter. Other fea-
NEW LOW PRICES
whose performance lives up to its promise in tures include: A Quick-Cleaning Optical Sys-
Model "\" — equipped niih *><> rvcle A.C. motor, including ;
evers- respect. The new Models "X" and \ tem; Economical Operation with the standard 1600 foot reel, 8' dynamic speaker, complete acc^saories — ^—
offer vou: Convenient operation with all con- pre-focused projection lamps: New Simplified and cords, comesi in one case all weighing only 49 lbs. A#*J^
' •;
trols centralized on one illuminated panel — as Design — and fast Automatic Rewinding. It is Model "Y" — equipped with Universal A.C.-D.C. molorjfor
both silent and soand film speeds. incIudiojE completej^cces-
easv to operate as a radio. Such extreme quiet- mechanicallv impossible to tear film perfora-
and cord*, with 12' dynamic speaker, conjea
eiiries.
ness that a sound proof case is not required. tion. To top these all are the new low prices in two compact canes -TV
S295 . . .
Ease of threading — as simple to thread as a so that now even the most infrequent user of (Model "\ " also i3 available in one case, complete jccc<i.M)ries
with 8' speaker. Can also be >btaiDed wHb Reverse and Stitl^
silent projector. Convenient portability — Model sound fihns can no longer afford to be ^nthoul Ptrlurr BuMou at slight extra ( a St.)
Man>
MANY PLEASED USERS
indu>trial fimi> are lo<)a>
—
the
and
AMPRO
PRECISION CINE EQUIfMENT
ticularly interested in
Z]
G
All
Arc
16
:
Ampro-
NOW IN PRODUCTION
OFFICIAL 1940 AMERICAN
LEA- produced in cooperation with Her.
GUE BASEBALL FILM, produced in Jcones R. Keane. O.S.M.
cooperation with Lew Fonseca,
Director ol Promotion, American "GARDENS IN THE CITY," produc-
League oi Professional Baseball e^ 'o' ^e Chicago Park District.
^^^^^-
"THIRTY YEARS OF LOGGING,"
^P3P^1^^ 'i^'ji^
^1,1
"MISSA SOLEMNIS"
the story of the Catholic
(10
High Mass,
reels), in co-operation
Chalmers Mfg. Co.
with the Allis-
RECENT PRODUCTIONS
"Styles In Smiles" Kolynos Co.
"March Of Power" International Harv. Co.
"Fun For All — All For Fun" 1
[9]
That impressive, descriptive, convincing advertising available to the advertiser in the number, quality and
film you have is potential sales energy —
a presenta- kind he stipulates.
tion that will touch the pocket nerve of dealers and MODERN TALKING PICTURE SERVICE has facilities
consumers. What a wonderful job of selling it's going for booking suitable advertising films in theaters from
to do! coast to coast.
But just a moment— fiou) is it going to sell? MODERN TALKING PICTURE SERVICE has contacts
Many a master business film buried alive, right
is throughout the country for the booking of your ad-
now. The drama of its action, the power of its clearly vertising message with schools using sound films.
spoken word, the clarity of its product display; all These local bases are equipped with every technical
this buried alive without ceremony.
device required to give any business film expert
Business talking pictures are not like wine. They presentation, and are operated by men experienced
don't improve with age. Vintage films turn to vinegar in all the details of management, direction and
if you don't watch out. sales showmanship.
A film is as valuable as the distribution it gets. Tell us the territory, class, age, sex or special groups
MODERN TALKING PICTURE SERVICE has 73 point- you wish to reach, anywhere. We will, WITHOUT
of-sale distributive units that cover 732 cities in OBLIGATION, give you a confidential report prepared
which meet 46,230 established audiences drawn from for your individual use.
the middle and upper consumer groups. These are NOW is a good time to write us.
[lOl
Bus^iness as Usual Doring
Altercat ions ?•
A^fEniCA's nOHK tWPST BE
DOXE
^ V» EiLMS niEL no MT BETTER
B.
%ESSED by a free press, screen and radio, u,e
lire .n the most enlightened land in the an egually important stressing
ivorld. We of safety measures
'.re better informed on the through safety education
progress of Europe especially among neic
and Asia and unskiUed workers.
s uars than the vast majority The job' of the sales-
of peoples man made
involved. But betueen the successful easier by a rise in
individual incomes,
efforts of ISalso more difficult
able foreign news because of the rising price
staffs and the unabating barrage
from propaganda agencies ,ve of his product and the uneven
are left little time distribution of in-
muhich to reflect on our many come rises.
unsolved econo-
mic and social problems Above all we need to remember
here at home.
that the sound
Wherever the hearts motion picture and sound
of liberty-lovins Ameri- slidefilm have ably
cans may turn personal sympathies— our
oun demonstrated their usefulness
and economy in at-
cuadel of democracy is laming such results. Better
still threatened by
these production, econo-
problems. If ^ce are, indeed, mies in equipment, and
safeguarding the the widest coverage
last stronghold of
of free democratic institutions, audience groups ever achieved
await the business
ue orce it to ourselves to film sponsor today.
reaffirm an America In specific fields where
united in thought and action. con-
sumer problems are now
of paramount impor-
The forces of Recovery may lance such as housing,
be advanced by insurance, health and safety
speculative increases based education, and family
on expectations of matters, the films
uar can now
demands on our production be brought before almost
facilities. But every influence group in
ice cannot forget the hazards the country.
of equally specula-
tive rises in the costs
of basic materials also in- In the inner circles
colved in our long overdue of business organization,
housing boom 4s the important task
pointed out ehcchere in this of relaying an exact and un-
issue, our slou- prog- changed message to large
ress in achieving
understanding and increasing
numbers of ,videly scat-
lered salesmen,
trade ,n Latin America of equipping dealers with
must not be neglected for a modern
sales methods and a
temporary trade boom brought thorough knowledge of the
about by the product and similar
closing of other markets accomplishments may be
to these countries. safely entrusted to the
At visual media.
home, again, problems
of unemployment, labor
relations, social welfare
and basic economic
ments must not be regarded
as miraculously
ail-
TcO the film industry entrusted ivith the produc-
cured tion of new and important programs
by the suift rise in stock this na-
prices. of
tare, the responsibility
is greater than ever
before
It will not be met
JVLoRE than ever before there is
a great need
by experimenters tvith amateur
of reaching our oun people
gathering clouds of rear talk
—
of piercins the
equipment or the office-in-his-hat
can only
be carried out by able
producer It
Hands across
the Caribbean . .
abrupt seizure of our oil wells, we have not altered the calm and
orderly procedure of this diplomacy.
All of which brings to mind in paraphrase, the highly important
thought that with all this getting of knowledge, we still need mutual
understanding. Wc don'tthe Latin-.\mericans, neither do we
know
understand their language and customs. There is little appreciation
of these countries in the United States and probably something less
on their part. We are too easily pictured as an aggrandizing coUosus
whose occasional bursts of generosity are to be regarded with high
suspicion. A confused montage of gauchos, swarthy millionaires,
.Amazon Indians and lazy peons is the average North American's
picture of our cousins to the South. So our newly-discovered diplo-
matic tenderness is not actually based on a spontaneous national
spirit of kinship. Neither is Latin-America's equally warm reception.
What, then, is the background on which we have to build and keep
this new export market?
* American Salesman has a lot of new responsibilities to face
Till; American diplomacy has merely served to insure a receptive
if our new kinship with Latin-America is to amount to anything. customer. Europe's war has served to create a demand by elimina-
Now that his competitors from England, Germany, France and tion of competition. The short and simple fact of the matter is that
is now up to .\merican business to cement
Italy are finding their respective "home offices" temporarily diverted, it
trade relationships
our salesman is about the only fellow who can deliver the goods. beyond the possibility of renewed competition from abroad. This
Perhaps this is the time to remember how much we've needed real can only be done by applying the principles of salesmanship from
salesmanship. Certainly American business should not accept with beginning to end and the first element in this program is obviously
too much self-satisfaction this period of order taking. The memory that of getting and keeping the understanding of our Latin-.\merican
of those rapidly rising Nazi sales curves in Brazil and other countries customers. Thus the pref.ace to the important place which the sound
is too recent, the continued presence of determined little men of motion picture and possibly the sound slidefilm can play in making
Nippon too mindful of our lost textile markets. this possible.
If ])crsistence and the weight of numbers counts for anything, Millions of feet of "educational" movies have been sent out by
the efforts of European and Asiatic rivals had left our typical sales- Germany to every corner of South and Central .\merica. Shown
man well out on a lonely limb. He never understood most Latin in private gatherings and loaned free to movies, schools and public
Americans anyway and their opinions of him and his country have meetings, these reels portray a scenic and industrial Reich. On the
never been very flattering. That is, not until recentl.v, for all this "entertainment" side, a Nazi-financed film company is producing
has been changing ver,v fast. cultural films entirely for the Latin-American market.
Within the Roosevelt administrations a new era of Latin Ameri- English "documentaries." French, Italian and Spanish propaganda
can cultivation has been developing. A "Good Neighbor" policy reelshave been seen in every country and the influence of a flood of
in practice rather than theory, it has gone far to supplant the mem- books and papers as well as the usual torrent of short-wave radio pro-
ory of other "Good Neighbors" of previous administrations who grams has served all these nations in preparing the ground for trade.
alternated loans with detachments of marines. The President's visits There will be a noticeable decline in this direction for some time to
and those of the Secretary of State have punctuated a well-developed come, at least insofar as film production is concerned. The time
program of friendly co-operation. Even when faced with Mexico's would seem to be opportune for a replacement with the superior I
Santiago, {Chile) center oj one nj Laiin- America' s foremost markets. Kio's famed "Smjar Loaf" i/uides American .fhips to prosperous Brazil.
1 Hi Mi ill in mi ^siiSvi^.-.
quality of film which our reels enjoy over most
production
foreign products. Not
second-hand Spanish adaptations of
of
Hollywood "C" features but of thoroughly honest, splendidly-
produced and wholly-American reels related in Spanish and
Portugese. In this program, a major share of responsibility rests
on the industrialist and exporter who will benefit from this
vitally needed education of his prospects.
What can American Business do to help its case in Latin-
America? The answer is that it should aid its salesmen and its
% Sales to Latin-America
Table showing United States leadership
American markets for three recent year
r. S. Depl. tif Commerce figures.
1929
United States 38.7
• An English Banker named reels of material into the two
Montague once gazed at an elas- contracted for. The resultant pic-
tic check and said (among other ture pleased neither client, pro-
things) .
" "Tisalways a mortifi- ducer nor audience. One decisive
cation to meto observe that representative of the client or a —
there is no perfection in humani- small, competent committee —
ty." has done wonders to remove this
This remark is also. I conteml. troublesome spot in picture-mak-
a fair and realistic criticism of ing.
industrial motion pictures. But I Another star in a producer's
refuse to share the late Mr. Mon- nightmare was the sponsor who
tague's mortificationabout a insisted that each of his several
thing which has existed so long liundred products be .shot in
without appreciable change as close-up — the
standard recipe for
human nature. screen hash. And who can forget
A commercial motion picture his twin: satisfied only when his
evidences in its finished state name and product were men-
more of the normal human fail- tioned every time the narrator
ings of its makers than any man- took a deep breath?
ufactured product I can think of \or does one have to bf Mr.
offhand. Sims of Seattle to recall the days
A bolt made by the Battling when it was little short of sacri-
Boiler Builders Company is the legious to mention on the screen
twin to the public of one turned a manufacturer or his product in
tangibles. However there are about motion pictures the costly and come up with a commercial Inc. Sid Mahan, of Westing-
scores other human foibles
of way. Yet more important to the Birth of a Natioii under well, — house, and Dick Hunter and
which are being brought under betterment of pictures than the say a week. This naturally is a Reed Drummond. of Fuller &
production control. And with .source of their wisdom is the fact step in the direction of better Smith & Ross, gave the prompt
each shift there is a marked im- they have it. pictures. decisions, the able advice and
provement in commercial pic- To illustrate, let's flash back Producers still shudder at the friendly cooperation which makes
tures. Of course, no speed laws to the client who silvered the hair memory of the Big Committee working in films a pleasure.
are even being cracked in the of producers and wrecked the formed in the client's factory to Well. well. I hear you say, we
process, yet definite progress has homes of writers. And he did pass on the script. Here human have progres.sed to the milestone
been made. these things by innocently de- nature put on brass-knuckles. of a perfect client! When do we
Fundamentally, the quality of manding that the script for his Each gent involved demanded get the perfect picture?
industrial pictures is in the hands picture be written from main title that his department be featured: Allowing twenty-four days for
of the client. He selects the pro- to final fade-out over a week-end. and to insure that it was done shooting. I .should estimate about
ducer and determines the treat- In the days of the silent commer- right, he gave the producer a three months after the millenium
ment of his film subject. He can cials a few days may have been coi)y of his last inventory with when humanity attains perfec-
starve off the office-in-his-hat ample; today with dialogue and instructions to shoot it all. The tion.
producer who makes bust shots narrative they are reasonable for producer got. of course, the St. Peter will pick up your pass
to save rental on skirts and trous- nothing but a mess of words. thankless job of squeezing- fifty at the Gate of the Lot.
[141
I
.
15
^i.-
ii 99
• DriiiNi; THE FIRST four months association had previously pre- built on public rec)uests for in-
of 1939 the Wisconsin Bankers pared an educational film of that formation accumulated by the
Association showed its motion type. Unlike the motion picture association's speaker's bureau and
picture. Your Money and Mine, of the Federal Reserve Bank of public relations department."
to more than 35,000 men, women Minneapolis, reflecting in the The picture opens with an off-
antl children, and the number main the operations and services stage voice asking the very ques-
is increasing daily. of one institution, the proposed tions on banking most common-
This experiment in visual edu- picture of the Wisconsin Bankers ly asked by Wisconsin people.
cation is an important addition Association would, of necessity, Then follows a brief history of
to the public relations program portray the functions and services money and banking to give the
begun late in 1936 on the sugges- of almo.st 600 Wisconsin banking information people have sought
tion of the association's commit- institutions of varying sizes and and to portray the evolution of
tee on education and public re- types. our monetary and banking syst-
lations. At that time Wall G. The only course seemed
safe em, of particular interest to edu-
Coapman, the Association's Sec- to be a writing of the scenario by cational institutions. The film
retary, recommended that A. R. the association's public relations continues with a series of inter-
Gruenwald be engaged as director department in cooperation with esting visits to Wisconsin banks,
of public relations. Shortly after the producer. On this pont Mr. large and small, in industrial and
this, arrangements were
special Gruenwald says: "Questionnaires, agricultural areas where one is
completed with the Federal Re- correspondence and checking with taken behind the scenes.
serve Bank of Minneapolis to the banker, the customer and During the first four months
show their motion picture. Back the public were necessary. The of its screenings, the majority of
of Banks and Business, through- scenario was written and re- Wisconsin county banker associa-
out Wisconsin as a part of the written, checked and re-checked tions, embracing 71 counties,
association's program. for accuracy and to prevent, if called special meetings at which
The cooperation of association possible, expensive revisions the film was shown to 2,500 em-
members in sponsoring local shortly after completion. Diver- ployees, officers and directors of
showings, the thousands of people gent viewpoints had to be recon- member banks prior to public
reached in a comparatively short ciled and compromises effected. showings in theaters and schools
time and the favorable reaction The legal and technical language and before other organizations.
of the public to that film led Mr. of the banker had to be clarified. In the period referred to, the
Coapman and Mr. Gruenwald to Since the picture was intended Wisconsin film has been shown
encourage the consideration of a for the public and not for bank- in the theaters of the state, in-
picture on banking in Wisconsin ers, it had to be prepared from variably as a part of the regular
for the use of association mem- the viewpoint of the public and theater program, to 21,000 people.
bers. The project was approved include information people
the School showings have reached
early in 1938. wanted and which they were
in 10,000 students and showings be-
Then followed endless research interested. In this, guesswork fore miscellaneous organizations
and study. No state bankers was omitted and the scenario total 2,500.
[16]
Outstanding Business Films "Xol jor the ijlamour of the leading lady or
the grandeur oj scenery are these pictures
chosen. The Revieidng Committee asked
only one question in selecting a jitm "how
much did it sell and how many people saw it?"
Produced during 19B8'19S9
• During the past year, the editors it sell and how many people saw it?" 1938 '1939
of Business Screeyi have seen over For the commercial film's
this is
fifteen hundred commercial film sub- reason for being and the mere ex-
jects: have reviewed several hundred
in the pages of this publication.
penditure of a lavish productional
budget did not necessarily assure
BUSINESS
Whether this the largest number agressive promotion or wide circula-
is
"Clothes Make the Man" in this dramatic narrative ly through theatres by Modern Talking Picture Serv-
young man's ambition and romance. ice with peak distribution attained during 1938.
c o :m m er c I a 1
of a
Produced for Hart, Schaffner & Marx by Caravel "HEAT AND ITS CONTROL"
Films. National distribution via the sponsor's re- Ariih
presentatives.
A sound motion picture on the scientific-industrial Loii^
background to problems of heat and insulation mate-
"BASEBALL" rials for showing to technical engineers and buyers.
triliutioM facilities of Ca.stle Films. Protlueed for the Chevrolet Division of (ieneral S'idefdnis
Motors by the Jam Handy Organization. National
"EVEREADY PRESTONE REVUE" oj 193S-1930
disliibution l)ef(n'e club, school and dealer salesroom
A complete dealer program with varied film presetila- audiences through the facilities of the Jam Handy .Xe.vt Month:
tions arranged for nationwide dealer meetings. projection service.
"
Often industry. One and jojir-reel versions. meetings and before individual ])rospects.
reen or physical cost.
Frodiicfd for the United States Steel Corporation
Isiness film's success must be •
THEY DISCOVERED AMERICA"'
and Snbsidiaries by Roland Reed, in collaboration
ideas which it sells for its with Batten. Barton, Durstine and Osborn. adver- Travel on a modern bus through Scenic America.
tising agency. National theatrical distribution by Produced for the Greyhound Management Corp.
(the past year will he presentejl
the Jam Handy Organization; also invited showings by Wilding Picture Productions. National distribu-
tion through the sponsor's sales representatives and
NEW ENGLAND—YESTERDAY AND TODAY" the facilities of the YMCA Motion Picture Bureau.
A scenic visit to Neic England's countryside and re-
TREES AND MEN "
.v. Y. America" are applied to modern salesmanship. The researcli and manufacturing story behind the
Produced for national distribution to sales organiza- development oj non-skid automobile tires.
tions (by rental showings) by the Jam Handy Or- Produced the B. F. Goodrich Company by
for
Caravel Films, Inc. ganization. Caravel Films, Inc., New Y'ork city. National dis-
, New York Citv tribution through company representatives before
"SYMPHONIES IN FRAGRANCE" invited audiences, dealers, technical men and com-
If Film Labohatohy, Inc. A sound motion picture on perjume manujacture. mercial buj-ers.
Chicago, Illinois Produced for Coty, Inc. by Loucks and Norling,
•YANKEE DOODLE GOES TO TOWN
"
iNIZATION Modern medicine and the matertiity problem are via Jam Handy projection service, others before in-
ftan presented in an outstanding educational jilm. vited groups of advertising executives, manufacturers,
Produced for the medical profession through the
•YOUR MONEY AND MINE
"
and church groups and in schools. good will. Theatrical and group release.
L'se oj Color
A coach for Cinderella: Produced for the Chevro-
In Slidejilms THE SURPRISE PARTY" let Motor Div. of General Motors in the anima-
Included A sound motion picture jor education oj service sta-. tion department of the Jam Handy Organization
tion dealers and the promotion oj new Texaco deal- for release in 1937; wide circulation in 1938.
LexsoiusIII tlirift are pleasantly absurbed by Stu Yurk I'lin-yutrs uhu luu the ediicatiunal exiiibits and iisit tlie Iluustdwld
Finance theatre in the Consumers building where entertaining motion pictures make this one of the Fair's popular attractions.
The
OF
World's Fair Survey
MOTION PICTURES AND SLIDEFILMS THE FAIRS AT
• The motion picti-res and other visual in commercial theatre facilities it did make
media at the New York and San Francisco up in continuous screening of sponsored films
Fairs have had one important task to per- in a 170-seat theatre provided for the co-
form. Their job has been simply that of operative use of a large number of exhibitors.
attracting the largest possible percentage of New York's role provides, on the other
visitors attending the Fairs and then holding hand, an excellent study of showmanship
their attentive interest for the longest pos- methods, of production techniques and of
sible time. equipment. One hundred and thirty-odd pro-
The exhibitor's investment in space, dis- jectors were in operation on almost-continu-
play materials and maintenance expense can ous ten to twelve-hours-per-day schedule.
pay dividends in only two ways: more sales
or an improvement in the publics attitude iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
picture is the exhibitor's ace drawing card Sea Island Sugar Co. "Crystalized Energy"
Projector: Bell & Howell Filmosound
and if it does not supply the entire "selling"
a|)proach, its influence is of key importance OTHER EXHIBITORS AND EQUIPMENT
in sending the visitor away with a memor- (Showing Industrial, Scenic and Misc. Films)
able experience associated with the exhibit. Alta California Counties —-Amprosound
The films and their production, together Argentina —Filmosound
Bethlehem Steel Company — 138 Filmosound
with an impartial analysis of the outstanding Belter Babies Exhibit —Victor Silent
types present, are reviewed elsewhere in the California Commission -
— 120 Filmosound
California Commission —Victor Sound
Survey. The rest of the story is approached
California Commission — 35 mm. Sound
from a twofold .slant: first from the stand- California Polytechnic — 120 Filmosound
])oint of the major film exhibitors presenting Chile (Government) —138 Filmosound
their subjects in an especially constructed
Denver & Rio Grande R. R. —A mprosound
Douglas Fir Plywood Assn. ^Kodascope E
(Continued at top of next page) DuPont de Nemours —Filmo Silent
France (Pavilion) —Filmosound
General Electric Company —Filmo Silent
Goodrich Tire Company •^ Ampros ound
Grayline Tours — 138 Filmosound
INTKRIOR VIKW.S OF MODERN BUSINE.SS Hawaii —35 mm. Sound
theatres at the New York World's Fair. Italy (Pavilion) 35 mm. Sound
Japanese Pavilion -
— 35 mm. Sound
(Top) the symeirical curves of the well- Metropolitan Life Ins. Co. —Victor Silent
e.reciited MacFadden theatre design are an Natl. Adv. Comm. Aero. — Victor Sound
outstanding contribution to tliis field. (Se- Oregon — 142 Filmosound
Pacific Gas & Electric Co — 142 Filmosound
cond from top) Johns-Manvillc provides Pacific House —142 Filmosound
acoujitical perfection with comfortable theatre Pennsylvania Railroad —Amprosound
seating for 15G persons. (Third from top)
Petroleum Exhibitors —Filmo Silents
Phillipine Pavilion ~130E Filmosound
Household Finance's air-conditioned auditor- Republic Colombia
of —Kodascope G
ium seats 180 in comfortable Irwin chairs. Republic Panama
of — Filmosound
(Second from bottom) The colorful exterior
Sacremento & Lake Tahoe Reg. — 16mm. Silents
Salvation Army — Victor -
of ///(' National Biscuit theatre invites the San Francisco Building —Amprosound
Fair visitor within. (Bottom) The glamor- Shasta Cascades Counties — 129 Filmosound
Simon Manufacturing Company — 138 Filmosound
Wi ous interior of Coti/'s building makes a lux- Western Sugar Company — 120 Filmosound
urious "lobby" for the Coty theatre en- — Wyoming -I29D Filmosound
SJt^'^&SSi
tlicatro, and. secondly, in a fairly thorough listing of practioall.v fverv
other form of projection, including cabinet and rear-screen continu-
ous, silent and sound showings. The story of the theatres and of pro-
jection equipment will ofYer some valuable experience for future
reference. The rest of the theatre story is also significant since it
involves some di.scussion of promotional failures and successes.
Business Screen's Surve.v calls attention to the excellence of
design which distinguishes the business film auditcu'iunis. From the
elaborate hixur.v of the cinema in the French Pavilion to the equally
impressive modern simplicity of the Mcf^adden. National Biscuit.
Johns-Manville. and Household Finance theatres, no effort has been
spared in making these halls ph.vsically attractive and acoustically
perfect. Johns-Manville shines in this latter case with walls and
ceiling acoustically perfected with Perforated Flexboard with a sound
absorbtion base of Blanket Rock Wool.
But in these perfect settings are often presented extremely slip-
shod screenings and this is directly traceable in most instances to
inexperienced and inattentive operators. In one or two further in-
HWffif%",
Tomorrow, Around the Clock With the A dramatic narrative the story of adver-
Finance, Coty, Coca-Cola. Lucky Strike, tells
Cues, Happily Ever After, I'll Tell the tising's influence on a typical American
Bromo-Seltzer and even such small setups as
World. Refreshment the World Over, The family.
Lee Hafs tiny theatre. Reason: good films
Story of Lucky Strike and Behind the Cup
were put over with good exhibit showman- Produced for MacFadden Publications by
(at San Francisco) represent a special endea-
ship. Because the Chrysler show demanded Splay Commercial Pictures, in collaboration
vor to present a short entertaining program
a Polaroid viewer, an excellent souvenir was with Herbert Crooker, Showings in the Mac-
with emphasis on direct salesmanship.
thus provided, handily die-cut as the front Fadden theatre at the New York World's
view of a Chrysler car. Lee Hat provided Fair and shown nationally before advertising
The First Films of the Fair:
free mailing of penny post cards featuring and business executives at invitational "pre-
the theatre. MacFadden provided a colorful {Sjiecial Mention to "Refreshment the World views,
souvenir program with pictures of the cast Over" {Coca-Cola); "Mickey's Surprise
and scenes from the film as well as a synopsis. Party" {National Biscuit); "Pete-Roleum IN TUNE WITH TOMORROW"
Then, too, the exterior of the MacFadden and His Cousins" (Petroleum Industries) and
the Gillette short subjects.)
An outstanding three-dimensional film novel-
setup, pictured elsewhere in these pages, ty showing the assend^ling of a Plymouth car.
provided an irresistible lure to the picture "AROUND the CLOCK with the CUES" Produced Plymouth Division of the
for the
within. Household Finance gave the visitor
A Technicolor short subject especially pro- Chrysler Corp. by Loucks and Norling. Now
booklets and Bromo-Seltzer had a novel
duced for exhibit showings at the New York showing in the Chrysler theatre at the New
"flip" book.
World's Fair. York World's Fair.
The was done by the
best promotional job
exhibit designer in most cases. As pictured Produced for the National Biscuit Com-
•THE STORY OF LUCKY STRIKE "
on the opening page of this Survey. House- Audience members enter the
(Left)
hold Finance built its exhibit around the National Biscuit Company's theatre.
An entertaining short subject on the produc-
movie theatre front as did National Biscuit. tion oj the Lucky Strike cigarette from field
(Below) Children enjoy Chrysler's film.
Lee Hat and. at San Francisco. Hills Brothers to file consumer.
Coffee. Produced for the American Tobacco Com-
pany by the Jam Handy Organization. Now
showing in the Lucky trike building at the
New York World's Fair.
1.
n —
A Burlon Holmes Motion industrial motion pictures is the in the .scenes of coffee growing
PicUiro produced for recent production Behind The and a grocery store are em- —
llie National Dairy Cup made by Ken Allen of San ployees of Hills Bros. Coffee, Inc.,
Council Francisco for Hills Bros. Coffee, all engaged in their evcryda.v ac-
tion through the film medium. with Burton Holmes and white for this same concern, ago Hills Bros. Coffee, Inc., faced
BiirlDii HdIiiii!s Films, Inc. vening period he has cared for all
the photographic requirements
ture in black
and 35 mm.
and white (16 mm.
silent average —
'310 Morlh Ashland Avenue Chicago. Jllinois
I
LABORATORY SERVICE
still and movies —
of Hills Bros. monthl.v audience about 10,000)
PRODtCEUS DISTRIBUTORS Coffee, Inc. So his association — that the way to exploit their
with and knowledge of the coffee product at such an affair in kee])-
business has been far more than ing with the company's ideals and
just that of an interested specta- policies, was through motion ]iic-
tor. lures.
Next, the story of coffee as The stor,v of coffee production
presented in Beh'md The Cup is had not changed since the ori-
not that of an independent writer, ginal picture, but sound could
but the script and narration, in no longer be ignored, and color
their entiret.y, represent the col- had liecome a reality.
laboration of all technical ile- What color processes were
partments in the client's business, within the realms of possibility
through their Advertising De- from the standpoints of proven
partment, to develop with the results and unprohibitive cost?
producer a story that would prop- Duplicating of If! mm. was still
erly integrate "picture finesse" an uncertain quantity, and the
with the educational and sales field of possibilities narrowed
message that they wished to down to Cinecolor, just on the
bring to the imblie. verge of moving into their mar-
And finally Ilie iiictiirr is \eloiis new processing ]iliiiil in
[26]
—
last Fall, Allen and his assistant story of coffee — its interior is LOW m PRICE
made their way steamer
via quiet and simple. A hundred and . . EVERYTHING you demand in a ABOVE, the Model "Q" u'th its easi/y^
loaded down with equipment sixty of the American Seating projector Remember, vour film is as detachable self-contained speaker. EASS'
full
good as the projector that shows it.
to set up —a novice can do it.
packed into a sturdy Ford sta- Company's most comfortable
Present it with a DeVrv MODEL "Q"
tion wagon. seats, air-conditioning (the only SINGLE CASE UNIT andbe assured
—
Air Express by Pan Ameri- system in the entire building) of theatre-like presentations, sparkling,
rock-sready pictures and faithful rich
—
can brought the film roll by roll and seven stations of hearing aids, tone quality, everytimc.
from El Salvador to Los Angeles, contribute to the enjoyment of
THIS IS IMPORTANT-The Model
so daily rushes could reveal an the guests. Upstairs a small of- 'Q' is another proicctor
not just
answer before it was too late for fice and reception room, as well "built down to a price," but like
all other DeVry products, a high
i-etakes. as two private loges for the con- QUALITY precision projector built for
Finally the cameraman came venience of grocers and special lasting dependabilitv.
Producer Allen, his laboratory aroma into the theatre through Better Buy De Vry
technician Lloyd Combs, and Ad- the ventilating system at a point
MODEL "Q" PROJECTOR comes com-
vertising Manager Carroll Wilson in the picture where the action plete with built-in amplifier, dynamic
speaker, motor. 1600 ft. capacity reel,
of Hills Bros. Coffee, Inc. were shows a can of Hills Bros. Coffee necessarv atcessories and cords. ALL . .
offlicials of Hills Bros. Coffee, that will carry Behind The Cup
Inc.,
of the
preparatory to the opening
Golden Gate International
through the channels
theatrical releases over the entire
of non-
DeVRY corporation Main
Exposition the following day. territory in which the company
Factory and Office
And what of the picture itself? does business. Distribution xvill nil ARMITAGE AVENUE CHICAGO, ILLINOIS
Through the combined efforts of be in 35 mm., as well as 16 mm. New York Hollywood
the producer and Cinccolor, Inc. soon forthcoming in Cinccolor. Cable: HERMDEVRY
[27]
Projection Service at Fair
Gives Valuable Experience
• Thk i.ndl'strial sales rupre-
scntativc hired for the promo-
is
by
tion and sale of his respective
company's commodity. George
There is no logical rhyme or
H.{King)
reason why he should be bur-
dened with the additional frets Cole
and worries of keeping a motion
picture presentation operating up
to theatre standards. There is
no better criterion to emphasize changing and properly focusing
this point than the months of
actual experience in the World's
of replacement lamps etc., etc. —
these are only a few of the
Fair field.
services performed on a regular
Although national and local maintenance contract.
field studies have given us wide
Under labor conditions prevail-
experience, the concentration of
ing today, the selecting, training
all types of projectors, both ;?5
and supervision of the right per-
mm. and 16 mm. used in all
sonnel is no small part of service.
kinds of w-ays have given us the unemployment
The taxes, in-
unfor.seen opportunity for com- security and
surance, social
parison and practical study as
workmen's compensation insur-
against theory and equipment ance, are carried by the service
manufacturers' glowing claims
organization as well as complete
for their respective equipment.
office staff on the Fair Grounds
It has been proven unequivo-
for the purpose of receiving
cally that only experienced men
emergency information and to
can continue to keep a show go- assist in the rendering of an ef-
ing day in and day out. The ficient and reliable service.
World's Fair has literally been a The smart Industrialist is al-
proving ground. Here, large
ready motion picture minded, so
numbers of various makes and
far as it concerns the promotion
models of 16 mm. continuous or
and/or sale of his respective pro-
automatic projectors were in con-
duct. His first step is to have a
stant operation. These include picture produced which will en-
Specify both sound and silent equipment. hance his product in the eyes of
Twelve hours continuous op-
128]
—
A SUPPLEMENT TO THE
TECHNICAL
iiiiiiiiiiiiiiiiiniiiiiiiiiiiiiHiiniiiMiiiiiiiiiittimiiiiiiiiii iiiiiiiiii niHiiiUiiii!i«»iiiiiiiin»iiin»iiiniiiiii»
1939 EQUIPMENT REVIEW
MF-34— Holds 34—100 ft. rolls FILMO TOPICS— the finely il-
NORMAN-WILLETTS COM-
of 35mm width filmstrip on reels. lustrated and printed house PANY issue a handsomely il-
Index card holder for each reel. publication of Bell & Howell lustrated catalog of general
Sections on industrial and ed- photographic equipment and
Drop door has snap catch and ucational film news. supplies.
provides convenient shelf when
lowered. Equipped with humidi- "FREE FILMS", the 64-pp.
book issued by the De- "MOVIE NEWS", an interest-
NEUMADE MODEL MF-6 FILMSTRIP CAB- fying tray. Cabinet size 29" long, listing
ing news tabloid of commer-
INET is a 6-drawer unit which will hold Vry Corporation and priced at
14" wide, 10" deep. cial and educational installa-
over 300 of the 1 Vz" paper labeled cans. 50c.
tions, etc., issued by the De-
Vry Corporation, 1111 Armi-
Note of Correction: "REEL NEWS", published by
tage Ave.. Chicago. Illinois,
Motion Picture Screen & Accesso- Wilding Picture Productions,
projector manufacturers.
Detroit, is a news tabloid on
ries;Screens. Page XVII; Issue 8.
new Wilding productions.
Under the headline Bntelite Tru- NU-ART NEWS, the library
rision Tripod, the copy for the NEUMADE PRODUCTS catalog issued by Nu-Art
Tripod Screen was correct but CORP. of 427 W. 42nd Street, Films of 145 W. 45th Street.
New York, publish a 36-pp. New York, and contains full
photograph showed Easel Screen. catalog of their complete information on new library
16mm. equipment line. releases of films.
DEVRY 35mm (& 16) SOUND RECORDERS
are precision built under full laboratory
lest and offer sharp recording slit per-
mitting full range recording from 30 to
10,000 cycles.
29
THE MITCHELL CAMERA
The Mitchell Standard Model
Camera illustrated has been in
use in the Hollywood studios for
the past twenty years. This cam-
era has become a leading profes-
sional motion picture unit be-
cause of the many convenient
special features incorporated. The
camera constructed in two
is
PLUS-X
EASTMANSUPER-XX
for general studio use for all difficult shots
BACKGROIJND-X
for bachtfrounds and general exterior work
[31]
[^ SCRATCHES-
PRECISION —
make your
toughens your
pictures ugly
iilm to resist
VapOrate
scratches
WAY N E
tention. Quite a few outright commercial
subjects such as those of Maillard's Choco-
late, and Columbia Bicycle are also shown.
FILM LIBRARIES-NATIONAL
In addition to the superior
accommodations ai the Fort
16mm. MOVIE PROGRAMS INDrVIDU-
Wayne, guests enjoy a superb Tru-Vue In Commercial Use ALLY PLANNED AND PREPARED FOR
location in a residential com-
munity, yet convenient to the Widely popular in the travel field where YOUR OWN ORGANIZATION
business districts. Hotel Fort
tourists have long found them an ideal sou- Injormation upoti request
Wayne provides economy with-
out sacrifice of comfort or
venir, the Tru-Vue stercopticon viewer is now NATIONAL FILM PROGRAMS,
location. achieving a place in the commercial film field INC.
342 Madison Arenue New York City
as well.
[321
I
New Entertainment Subjects
THE VOICE OF for the Commercial Program
EXPERIENCE—
America's most amazing Personality Now
The ever-widening use of short entertain-
brouqht to your screen in vivid Reality ment subjects on the commercial and educa-
A SERIES OF 10 ONE REELERS tional film program has now made it neces-
« * * SALES FILMS
M ki:ex-travelek*»
—
sary that Business Screen publish a conveni-
ent directory of the principal sources of this
30 one reel shorts Produced by material. GET SHABBY, too-
AndreiL' De La Varre
In general, most subjects are obtainable on
Leading Educators hove praised them
a rental basis but the low cost of excellent
and HOW ABOUT YOURS?
A LARGE VARIETY sound reels has also made it practical to build
OF 16mm SOUND FILMS a small library of suitable material. In open-
promote a greater
that will You wouldn't stand for your
ing a sales meeting, in starting the "get-
attendance and effectively
acquainted" ceremonies of your dealer meet- salesmen looking like this.
put over a commercial
program But how about your sales
ing and in many other places, a hearty laugh
Write Today To films?
or a spine-tingling "thrill" are good medicine
Xu-Art Films for stimulating interest. Too. a good many SCRATCHES, abrasions,
INC. organizations have found that supplementary "rain" and buckle look as
145 W. 45th St.. New York. bad as baggy trousers and a
N. Y. films bring out larger audiences and help
round out an otherwise short session. 3-day beard. Have your
films acquired these shabby
The latest issue of the widely-read Xii-Art
characteristics of normal us-
FILM LABORATORIES— LocA'. Xews published by Xu-.\rt Films and mailed
age?
to clients of that well-stocked film library,
contains hundreds of famous titles and stellar
^> ONLY RECONO can remove
scratches, abrasions, "rain"
KODACHROME SLIDEFILMS names, including many full-length features.
and buckle from 16mm and
Harold Lloyd's feature. The Cat's Paw (an
35mm -K 16mm
exclusive release of Xu-Art), is typical as are WRITE FOR 35mm film.
Silent or Sound the Voice of Experience shorts, many short Don't let the very nominal
FREE cost stand between shabby
W. cartoons, travelogues and musical reels. Rent-
Geo. Colburn Laboratory and
1197 Merchandise Mart • Chicago al rates on request direct from Xu-Art. 145 TRIAL OFFER films attractive, prestige-
building pictures.
West 45th Street, X'^ew York.
The Pictorial Film Library catalog issued
by Pictorial Films of 130 West 46th Street. AMERICAN RECONO, Inc.
Xew York City lists several thousand short 245 West 55th Street New York, N. Y.
POSITION WANTED subjects available on a low-cost purchase or
YOUNG MAN: Ten yearsProfessional Motion
Picture Experience. Photography, Laboratory. rental basis. Among the headliners are the
Projection, Distribution. Expert on Equipment and "Sports" series of one-reelers (priced at ?'2T.OO
Production. Sales Ability. Can handle complete
each) which include top-notch skiing, moun-
Motion Picture Department Box 32, Business
Screen Magazine, 20 N. Wacker Drive, Chicago. tain climbing and other winter sports fea-
turettes.
IF YOU USE . . .
reels soon to be released. All of the subjects classified list of the best educational films avail-
able. In addition, there is a complete subject and
SOUND SLIDEFILM are available for either sound or silent pro-
title index which simplifies the finding of films or
jection.
upon any given subject.
PROJECTION EQUIPMENT Of a group of these reels reviewed in Busi-
parts of films
film reproducing equipment gram use before groups of men. Orders are now being booked for a completely
with 200 watt slide film Projec- revised edition of The Educational Film Catalog
tor, at very attractive prices. to be published October 1939.
Entire equipment housed in The price of the New edition plus three quarterly
single compact portable case. supplements and a bound annual volume for 1940
is ?4.
\^ rite for further particulars.
Orders will be filled in sequence
and offer is subject to prior
Scene in
THE H. W. WILSON COMPANY
sale. Address inquiries to Box SKI REV- Since 1898 Compilers and Publishers of Bibliographief.
11, Business Screen, 20 \o. ELS—A Re- Indexes to Periodicals and other Reference ff or ks
^^ acker Drive. Chicago. cent Castle 950 University Avenue New York Clly
Films Fall
Release.
[33]
very warm reception and more
Park Films will undoubte<lly be made in the
future.
(Continued from page 20) The fourth use which the parks
have made of movies is of 16 mm.
lull courts, etc. The reel also de- reduction prints of the previously
scribes model airplanes,
flying described films. These movies
horseback riding and bicycle have been shown the park's
in
races. The narrator says, "In own fieldhouses to loyal and en-
Chicago's parks —
there's some- thusiastic gatherings. They were
thing for everybody! In its out- especially well received, of course.
door program Chicago offers that where the audiences recognized
ideal conibinaticm of .excellent various individuals in the film
recreational facilities plus a back- and familiar scenes and objects,
ground of harmonious landscap- with a resulting increase of loy-
ing. Health waits for you with- alty and acceptance. A large per
in a setting of beauty." cent of the parks have now shown
The third which is nar-
film one or more of these pictures.
rated by Harlan Wilcox and en- Over 50,000 park patrons saw at
titled Fun for Everyone is con- least one of these pictures during
fined to activities that take place the first six months of the year.
in park fieldhouses. In rapid or- One hundred and fifty thousand
der it shows vivid scenes of the more will doubtless see it during
craft shops, showing model boat the last six months.
and airplane building, with the The pictures have also been
instructor beside the young work- shown with considerable success
er who is earnestly turning raw in various conferences and con-
material into finished i)roduct. lentions. For example, all three
An artcraft beehive shows young- films were shown at the recent
sters of both sexes busy at con- Industrial Conference at the
genial hobbies; children in the to.v Sherman Hotel, and 10.000 per-
lending centers with intense cu- sons saw the picture at the out-
riosity selecting their favorite door sports .show at the Inter-
playthings. In the lapidary shop national Amphitheatre.
carvers and polishers are trans- The 40% increase in the use of
forming stones they have picked the SOS club rooms surely re-
up on the lake shore into silver- flects the growth in the general
mounted and acceptance of the parks
HOT SPRINGS
NATIONAL ARKANSAS PARK.
to play with genuine skill. Dress-
EUROPEAN PLAN ?|S0 these theaters in the fall. The bors in congenial grouping seems
Roomi (without meals) frcmU ADAV first two pictures were shown in in the way of becoming more of
SELECT EITHER ONE OF THESE FINE HOTELS 156 theaters. It is estimated that an accepted routine."
As a gueit o( ihe Majestic or the Eastman your visit to Hot over 1.500,000 persons have The movies, of course, are not
Springs is sure to be a success. Sel in private parks, famous
viewed the pictures. entirely responsible for this re-
for quolity service ond food, both hotels operate
A fourth picture is now under markable increase in attendance,
EASTMAN Qovernment-supervised bath houses in
w^.,v» ^<»t
connection.
Coaut
construction. It will be approxi- but R. J. Dunham, President of
mately a 30-minute film. It will the Chicago Park District, feels
embody the best scenes from the that thfy did do their part and
firstthree pictures, plus a num- that the making of these movies
ber of new scenes and will be was money well spent; and this is
used at conventions and exhibits. the recommendation of a hard-
OUTHWEST HOTELS, Inc H GRADY MANNING. Pi. These films have all received a headed business executive.
[34]
-
>^. '^\\ - ^> "-*'('
f '
A PERFECT SETTING
OR TRADE EXHIBITION
coach lines and two of Chicago's largest rail terminals are within
a few minutes walk. Within the walls of 20 North Wacker Drive
every function of modern business can be accomplished.
Ir
-•:,,^-^-r:r
:\
?
^V m
1 jm »
ai
MINUTE MOVIES
NATION A
.
ing men. know that no sound film can rise above the
Only with motion pictures can you start your quality of the projectors which reproduce
it. They insure theater-like results with Filmo-
sales story at the beginning, giving the factory-
confined men behind your product a chance to sounds,made by the makers of preferred
shotf prospects why you use certain designs, cer-
Hollywood movie equipment— namely. Bell
tain processes, and certain materials. Equally & Howell Company, Chicago; New York;
well, your business film allows you to complete Hollywood; London. Established 1907.
DESIGNED FOR EFFICIENT OPERATION a business film? ... its cost? where and
. . . Bell & Howell Company
1808 Larchmooi Ave.
Filmosounds are compact, portable, and easily op- to whom it can be shown? These preliminary Chicago. IJlinois
erated — no fuss, delay, or embarrassing complexi- questions are answered concisely in a free, 36- Send 36-paee, illustrated bookJet:
ties.Built with precision, they give lastingly de- Sfjoufnanship, Today's Formula /or
page, illustrated booklet, Shoumansbip. Write
pendable service and uninterrupted showmanlike Sellmg.
Company
PRECISION-MADE BY
City
.
...WHAT THEN?
Editor. Business Screen: ginning .January 1. 194(1. emphasis will be
After the pre\'iew comes the real test • Five ye.\rs .\go the Federal Housing Ad- taken away from the FIIA's own production
of your commercial motion picture. The ministration entered into the production of activities and centered upon the stimulation
plot may be clever and original, the motion picture films for distribution through- of production activities on the part of private
dialogue crackling and cogent, the di- out the commercial theatres of the country. industry. This means that the will en- FHA
rection, acting and editing brilliant; These films were designated for a two-fold courage the use of the motion picture medium
but . . . many a fine picture is bom |jur|)ose, first to encourage an interest in by finance, building and allied industries.
only to blush unseen.
housing on the part of the general public, The thought behind this change of policy is
and second to bring to the public's attention premised upon the belief that after five years
If people —enough of the right kind of the provisions of the National Housing Act of carefully laying the groundwork the time
people —don't your then
see picture,
and the program of the Federal Housing Ad- has arrived when the FH.\ may with safety
. . . what price perfection? That is
ministration. The results of this program curtail its own production activity in the
«hy «e consider the effective distribu- ha\'e been singularly gratifying not only to interest of encouraging those who have a
tion of your picture just as much our the FHA but to the many and varied inter- primary interest in the FHA program to
responsibility as its creation and pro- ests who have a vital stake in the promotion capitalize on the foundation already laid.
duction.* The two must be inseparably of better housing. Play dates on Federal Now Encour.\ge Priv.\te Industry
bound together; for, without both, Housing Administration films to date have This change in motion picture policy is in
neither can be justified. totaled approximately 50,882 as of October keeping with the current general overall FHA
of this year. These play dates indicate point of view. During the coming year
Here at Industrial Pictures, from the
approximate showings of 371,141 which have FHA's promotional emphasis will be along
very beginning one thought dominates
been presented before estimated box oflfice the lines of encouraging private business to
every mind that pictures are made
. . .
totals of 99,99.'.!,565. do more promotion and more education based
to be seen. Hence, while creative minds Pictures Plav 13,000 Hoit.ses on the FHA plan. Since the building indus-
analyze your problem to devise a mo- The Federal Housing Administration .serv- try and private investors are the first to
tion picture solution, other minds are ices the neighborhood of 1.'3.000 motion
in profit from the National Housing Act, these
planning a program of efficient and ef- picture houses. In order to carry on this groups should shoulder the major effort of
fective distribution. activity it has had to develop a film distri- telling the public of its terms and policy.
We bution system. The developiuent of this Using every educational means possible it is
think it not enough to maintain a
creative staff of proved
s,vstem was occasioned not by any desire to FHA's task both in AVashingtou and in the
competence . . .
enter into competition with existing distri- field to point out the potential market. Pro-
nor to provide studios containing the
bution organizations but was born of the ducei-s and investors will quickly see the
finestand most advanced equipment practical benefits of such a program. The
necessit.v for theatrical distribution on a scale
available, specifically designed
and built heretofore never attempted. This distribu- objectives of this policy are: (1.) to stimulate
from the ground up for the production tion system is entirely increased interest and
of commercial motion pictures. For, in the nature of a staff activity by jirivate busi-
TA'hile these factors assure our clients operation. It was de- ness in building, financ-
substantial economies in production, our signed and functions as
a supplement to. and a
Business Screen ing,
tive
and .selling attrac-
—
homes homes that
ability to devise ways of reaching the
desired audience provides the greatest the existing
Ijarallel of. VOLUME TWO NUMBER TWO may be paid for at the
economy commercial exchanges. rate of $1.00 per day.
of all.
The Federal Housing h o mes tiesigned for
Yes, after the preview another real job
Administration is deep- American families of
begins. And for that, as for all else
ly grateful for t h e moderate and even
in commercial picture production, our whole-hearted coopera- The Camera Eye 9 modest income. (2.) To
broad experience and specialized knowl- tion w'hich has lieen ex- 100% Readership 11 correlate the general
edge are yours to command. tended its efforts in the Meat Packing Films 12 FH.\ program with the
motion picture dur- field varied programs of pri-
Films Via Television 1.5
ing the past years five vate endeavor actively
Screen Advertising Markets Hi
by the motion picture engaged in supplying
*'\'f .ralnmg P^'Y;, J^ted Motors Annual Slidefilm Review 17
I
5"'"* Pictures
,
joi-
„?"t^noTtant pi" exchanges of the coun- the demands of the
try. What is a Slidefilm? 18 housing market opened
With the foregoing as //()(/• Business Uses Sound up b,v the FHA home
a background the FH.\ 20
ownership plan. (3.) To
Slidefilms
is entering its fifth year encourage those who
Marginal Notes on Script Writing 2-i
yov as an of motion picture activ- have a private interest
'
4925 CADIEUX ROAD • DETROIT • Business Screen Magazine, issued by Business Screen Mapazines. Inc.. Twenty North Wacker Drive. Chicago.
Illinois on Nnvemher 18, 19,S9. Editorial Director, 0. H. Coclln, Jr.; Managing Editor, R. C. Danielson. New York
MOTION PICTURES
Olfices: 122 East 42nd Street. Phone Murray Hill 4.1054. Eastern Advertising Manager, Jack Bain; Eastern Editorial
'W. ItlUSTRATIVE Representative, Robert Seymour. Acceptance under the Act of June S. 1934, authorized February 20. 1939. Issued 8
PHOTOGRAPHY
SlIDt FILMS
—
times annually plus 4 Visual Education Numbers (not circulated in the business field). Subscription price: Domestic
Foreign, S3.00. Publishers are not responsible for the
S2.00 for eight numbers (of Business Screen .50c the copy. I .
return of unsolicited m.s. unless accompanied by stamped, self-addressed return envelope. Entire contents copy-
Facilities In New York • Detroit • Hollywood
right, 1939, by Business Screen Magazine^, Inc. Trademark Reg. U. S. Patent Office.
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiuiiniiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiniiiinw
[4]
Does your Sales Training
bring results like these?
(DISTRICT REPORTS OF A CARAVEL CLIENT)
[5]
LEADING FILM PRODUCERS RECOMMEND DA-LITE SCREENS
I 3 ••• ILLINOIS
"S _,
October 21,
2725 Sor^.^J^inols
''' The "eye appeal" of the new slide film "Since 1894" for Calvin Bullock.
Chicago, N, Y. is further enhanced by projection on Da-Lite Screens. Calvin Bull-
ock, upon the recommendation of Talking Sales Pictures, chose Da-Lite
^r-' Model D (Box) Screens and the Da-Lite Challenecr Screen illustraled above.
SOW a ,.t»ractor„
,c nave
,aars and
nr,d tW. anil
i,alj. «
past r6«
3«"= acrea" »""
e
.
a»atta.o..act,.asoU^^^^^^^_^„„^,
-- "-^ -'"'""" \ ou Too Will Find
to ::^^^—
„^,elvas. ,0
^-'"
coBplatelJ-
_^^
:a-UteS.eenaa.e..
,^., are .a.ns
j^oTO b3
SCREENS
.Since .a.."
- P— . ,.cd.ced
.or^Xn^eator. • Makv Pieturos Brit/hter
^;;,
..^^dlns -="|-.rcr o^ """"^
;;„ Scn,U»r- • A^rt> Etisior to l^sv
-Today's oui cuomlns oi
^ -j-oduced for
• Sifiinl Up Bottvr
Sne"^? ^'1»-
Uow
,o« snares t^e In'^" ° ^;nLha.
"Progress ='j,popers,
Da-Lite screen§ are the result of 30 years of
specializedexperience in screen manufacture.
They are available with White, Silver or Glass-
Beadejl surface and in many styles and sizes to
meet every projection requirement. Mail coupon
for 48 page book giving complete details.
jls-.rb
DA-LITE'-SCREENS
-r^ur Ckvtce of^eaduef -p/iatUtce^, Viitt/intU^
nt-u-.f
Scrt-pns
s.-ii(l
uiid
vour
llif
rrre tB pa^-e
li^ht
hook on l>a-Lilc
rellet-tivv
various scrct-n surfaces. Also b'*<* »"* l''^* "ame
anil address of the nearest Da-Lite distriliutor.
Name
quulltit-s uf
I
^m^mm^^^^m^^^mm^^mm^w^mmwmmmwm^mm^^^»
[61
Miy This Sound Projectoi
Is
Leading Industrial firms and schools
engaging three sprocket holes simultaneously. Film with two adjacent torn
holes can be successfully used. Ampro patented *"kick-hack" movement
lifts the claws from the sprocket holes before withdrawing, eliminating
tilm wear. Take-up compensator prevents starling strain.
ball bearings, and Ampro's patented film guides. Cur\'ed film guides A NEW AMPRO ACHIEVEMENT
placed before and after the sound drum and sound sprocket prevent
the film from flapping. A powerful Auxiliary Amplifier for use
«itli any A.MPKOSOUNI) Projeetor.
IMPROVED 'sound drum and filter— Mounted on precision ball bear-
Provides adequate volume for audiences
ings, the rotating type of sound drum avoids sliding action between the
up to 10,000 and over. Is particularly suit-
drum and film — prolongs
film life and maintains high quality sound.
able for the low-priced Amprosound class-
Curved film guides before and after sound drum eliminates weaving and
room and industrial models "X" and "Y."
'"Belt action."
No alterations are required to attach one
SIMPLIFIED threading — Same as threading silent projector, with or two standard Ampro projectors to this
exception that Him also loops around sound drum, eliminating looking remarkable new auxiliary amplifier which
film over a third sprocket. Film g;uides assure correct, easy threading. will boost the volume output to 55 watts facilitating operation in darkened rooms.
FAST^Automatic rewind—400 ft. reel rewinds in 35 seconds — 1600 ft. with less than 5% total harmonic dis- A monitor outlet enables operator to
or belts. 85 watts. An additional change-over relay Dual Microphones. Dual Projectors and
is available for automatic fading from one Dual Phonographs can he used in various
USES Standard lamps — Standard prefocused lamps, up to 1000 Watts.
projector to the other. combinations. Individual Bass and Treble
"Special" high priced lamps not required. Tone Compensators are provided.
Twin Pilot Lights illuminate control panel
Address
City State BS-140
1
.
HISTORY
REPEATED
PLUS-X, Super-XX, and Backgrouiid-X
have established themselves firmly as the
Chicago, Hollywood.)
PLUS-X
EASTMANSUPER-XX
for general studio use for nil diffivult shots
BACKGROUXD-X
for bnekgronnds and genernl exterior irork
[81
the increase going toward World capable of pleasing theatre
Fair production and distribution. audiences or such produc-
that
The added fact that pictures pre- tions are more economical just
pared liefore this period were just because of the lower cost of raw
then achieving their widest cir- stock. When the numerous
culation (as in Men Make Steel) unions affecting cameramen,
would show the error of
finall,v electricians. stage carpenters,
I'uilding facts out of what was actors and the man.v other occu-
ijudoubtedl.v the usual Broadway pations employed in the produc-
gossip. tion of the simplest dramatic or
industrial subjects have begun
Group vs. thenlriciil shoicings
making exceptions on sixteen-
SrcH misiuformation is more millimeter commercial produc-
far-reaching when it ignores the tion, Mr. Churchill
will be among
fact that the biggest percentage the firsthear about it, for
to
of commercial film production studios in Holl.vwood will be so
isn"t intended for theatrical dis- equipped without delay.
tribution anyway. Didn't he just say that this
Most industrial spon.sors want sixteen-millimeter stuff was tech-
to reach special audiences with nically as good as thirty-five?
information of particular interest We always advise unwarv col-
4-. Our eurrent elienls are eiilhusiastie, anil include the best in U. S. business.
Talking pictures lend lasting stimulus to sales. But first your prospects must see the picture. Or your money
is clown the drain. A
film is as valuable as the distribution it gets.
Therefore Modern Talking Picture Service was established. We can l)uil(i an audience oi your jirospccts only—
in spots or nationally. And report to you how well your program is received.
The facts we will show you prove that such prospect-markets will sit to pay interested attention to your talking
picture as distributed by Modern Talking Picture Service. Because it is our lousiness to segregate your market
from the expensive mass.
Write to Modern Talking Picture Service today. An organization willi the distributive set-up to hand-pick
your audience. Any cities. Any sex. Any class, age or job.
[10]
—
SPONSOHEO FMI.3iS
READERSHIP
ACHMEVE A MP I E it T M S M i\ G 'S U Hi il E S T GOAE
Jt Astonishment is a mild word for the shock that would have in fact than any other known medium except radio broadcasting.
strurk the advertising space buyer of 25 years ago, had he That medium, the motion picture, bids fair to become the
been asked by a pul>lication representative to consi<ler some most effective advertising method yet known, for its practic-
"factual evidence regarding his magazine's readership." ability is now assured by a number of soundly organized, eco-
Space buyers were just getting used to reliable and authentic nomical <listribulion plans.
circulation reports, and were all pretty well convinced that the This may all sound like unproved theory to the backward
Audit Bureau of Circulations had solved for all time the problems advertising man who has not yet tried the motion picture as an
out a new "readership" or "listening audience" report! Gallup more satisfactory and more economical method of finding out
Surveys, Crossley Ratings, and many other attempts to prove, by than theorizing and surveying. So I much prefer to provide
fact-finding investigations, what part of the total readers actually an answer to the doubters with an actual experience.
sees or hears your advertising message, are the order of the day. A little more than two years ago we released a motion picture
Advertisers ha^e ceased being shocked at the small per- entitled, '"Magic Caves," for our client. The Roquefort Cheese
centage of guaranteed circulation that sees and reads any gi^en Association of France, which presents an interesting picturiza-
advertisement. Even full page advertisements rarely get over 50 tion of the making, packaging an<l distribution of Roquefort
to 75 per cent rea<ling —and smaller ads much less. The top- Cheese. The legendary history of this famous epicurean delicacy
ranking all star radio programs rarely rate more than 35 per (it dates back more than 2,000 years) and the picturesque sur-
cent of the listening au<Iience at any particular time. roundings in which it is made, help make this picture an enter-
What then should be the reception of a new major advertis- taining 14 minute short, although no attempt is made to lean
ing medium that can guarantee not only a 100 per cent reader- on extraneous entertainment material or "big name" talent.
ship, but a concentration on your message that may last any- The nature of this picture calls for distribution as an edu-
where from one minute to half an hour or more? cational feature, and to that end the services and facilities of
It seems high time that space buyers begin to realize and take the YMCA Motion Picture Bureau have been utilized. It is exhibit-
seriously the fact that an advertising medium with this coveted ed largely in schools, colleges, women's clubs, Parent-Teacher
and Utopian advantage can now be bought — that its circulation Associations, church societies, camps, and some theatres. Since
can be assured in figures running well into the millions, greater its release several million people have (Please turn to page 28)
[11]
.
I. MEAT PACKING
MORE PIGS TO MARKET FOR ARMOUR, SWIFT AND
OTHERS WHO USE MOTION PICTURES & SLIDEFILMS Huilnii Hctlnies Films
• Xo Industry has a stronger w!tli only one recent venture into .Somm., three reels (later cut to films were White Magic, (talking,
hold on the interest of the con- motion pictures, a film produced two and then to one reel) was five reels of 35 mm., and one
sumer public than meat packing. a few years ago and exhibited produced. This was revised in 1800-ft. reel of 16 mm.) made in
Perhaps for this very reason too again recently in the Compan.v's 1029 to a 16 and 35 mm. silent, 1936. This was for showing to
little educational effort is expend- "Star Theatre" at the San one-reeler. Feeding the Xation. the baking industry to interest
ed by this industry. Educational Francisco World's Fair. This In 1929. also, a two-reel, silent, bakers in showing the picture to
exhibits for the schools, cross- film, The Romance of Foods, has l(i and 35 mm. film. Along the housewife groups, P.T.A., wo-
section charts for dealer and class- also enjo.ved wide popularity in Road to Market, telling of the men's clubs, etc. There were also
room walls and consideral:ile re- the school field. proper way to raise profitable a few showings in regular theaters
search activities form the greater A third and noteworthy arrival poultry, was produced. This was in smaller towns. The picture
part of the packers" public rela- in the field of packing industry later revised to a one reeler. told the story of the superiorit.v
tions program. sponsors is Visking, maker of Chickie. of baker's cakes over home-baked
For two of the nation's largest synthetic frankfurter casing ma- In 1928, a film for plant sales- cakes as to variety, convenience,
concerns in thisfield, both motion terial. Visking's sound slidefilni, men. The All-Seei7ig Eye, was and nutrition value.
picturesand sound slidefilms have Stripjied for Action, is being produced. This was four reels, So successful was this film that
worked wonders in this education- widely shown by the Corpora- and silent, although sound was Tlie Doctor's Daughter was the
al program and in the improve- tion's salesmen to packers and addeil later. A version for the result. ]Made in 1939. this film
ment of retailer relations and the sausage makers in .Vmerica and Uraneh House Sales Division was is a talkie, starring F^rank Con-
training of salesmen and other Canada, with consideralile success also made, called. Logging the roy (currently featured in Tallu-
employees. Swift and Company reported in recent mouths. Few Salesman. Sound was never adde<l lahBankhead's The Little Fo.re.'<)
has been one of the foremost u.sers other firms reported use of films. to this edition. Another film, and other well-known Broadwa.v
and Armour the other. Of the educational rather than ad\ertis- and Iliillywood stars. The in-
two. Swift's use of the medium SWIFT & COMPANY FILMS ing in theme, and showing dairy tendeil audience for this picture
has been more general with Swift & Comp.^xy's experience and poultry operations, was made is the same as that for H'/ofe
dramatic nu)tii)n pictures and with motion pictures and slide about the same time. This con- Magic, with an important addi-
Technicolor slidefilms the latest films dates back to 1019. At that sisted of nine reels of 10 mm. tion. The Doctor's Daughter is
order of things. Armour con- time, a public relations film. The motion picture film. XI designed that the center sec-
sistently uses sound slidefilms Texas Trail to Your Table, silent. More recent and ambitious tion, an animated sequence show-
[12]
iiig the processes of digestion, can (lays period which is now tlie
place in the diet of the carbo- picture itself, many times, for in
« • *
hydrates offered by baked foods, attempting to show a "typical"
Produced by George Haig & Mercer Francisco
and combats foolish and extreme sales presentation the film en-
Directed by David Pincus
food faddishness of all kinds. countered sectional differences
Other moving pictures used In- that nullified the effectiveness of
Swift & Company are the Easter its message. For instance, the
THE CAST
Dr. Chapin Frank Conroy
Premium Ham films, in use
each California salesman could not find
Mrs. Chapin Lea Penman
year since 1!)'20. new films being anything "typical" about the
Elizabeth Chapin Martha Scott
produced each year for distribu- difficulties encountered by a New Stanley Blake Boyd Crawford
tion at Easter. These films, first Englander and would scoff at any Ned Chapin Raymond Roe
silent, now
sound, are 100 feet heavily dramatized sales training Roberta Helen Dawdy
trailers and each reel carries the tliat was not exactly applicable Artemus Charles Benjamin
name and address of the dealer to him. For this reason .\rmour
and Evelyn McGuirk. Edmund D'Orsay. Bruce
who has arranged for the show- has discarded dramatized sales
Elmore, Lois Bulton. Elmer Jerome, Katfiryn
ing. Other trailer-type films that training and in its current series
Bishop, Jeri Anne Raphael, Almira Sessions,
have been used from time to time relies entirely on telling about
Butler Hi.xon, Dick Rauber, Zamah Cunning-
for special advertising promotions the product and its good selling ham, Pierre D'Ennery.
have proved successful on Quick I
oints. * * *
Arrow Soap Flakes and Allsweet In the past four years Armour Synopsis: The Doctors Daughter is a fast-moving, entertaining
Margarine. has sponsored eighteen sound motion picture, professionally directed, photographed and acted. It
These have all been is free from all suggestion of advertising, yet convincingly demon-
Starting in 19;5'2. Swift & Com- slidefilms.
strates the nutritional value of wholesome baked foods in the daily
pany began to use the slidefilm thirty minute, black and white
diet of Mr. and Mrs. America. The film shows how pastries and other
type of presentation for its own >trips. I-IO prints of each film
forms of baked foods contribute to the well-balanced diet. Food
organization and for dealer meet- are made and sent to the Armour fads and reducing pills are thoroughly debunked in the picture.
ings. Three films of this t.vpe. liranch houses where they are "The Doctor's Daughter" is available for public showings at
Purelij Pergonal. The Big Attrac- >howu to .\rmour salesmen on women's clubs, schools, colleges. P.T.A. gatherings, church meetings,
cooking schools, and special audiences everywhere. Bakers, large
tion, and Tlie Mark oj Champ- Illustravox "Junior" machines.
and small will sponsor showings of this film in their respective dis-
ions,were produced, designed for Some of the most effective re- tricts. State and local bakers associations, club secretaries, and
showing to dealer organizations, cent subjects have been entitled educators may make advance arrangements with Swift & Company.
and suggesting methods of better- Bringing Home The Bacon, (a
ing their business. film for dealers). Lard Makc-i Tuo of the prin-
Similar films have been used Dough. Cold Meaf.f Mahe Hot cipals in "The
continually from that time to the Profits and E.rtra Profits Coiyie Doctor's Daugh-
present, the latest being the 19.S0 In Cans. ter," the Swift
13
And in final summary, it would pay the
THE FUTURE OUTLOOK eational material.
Women's Clubs and other groups
Parent-Teacher Groups,
intensely meat packer well to examine his dealer re-
The usual plaint of the company which interested in consumer education would be lationships. Perhaps the sound slidefilm will
used film material back the pioneer days
in excellent audiences for well-produced pro- l)e an adequate means of keeping his sales-
of the silents and in the first years of sound grams. men on their toes as well as assuring the
was heard by Business Screen surveyors who The 6.000-odd schools now equipped with loyalty of the retailer. These accompanied
contacted every outstanding representative of sound projection would also swell the total by a program of consumer buymanship edu-
the meat ijacking industry in conipilinf>' tliis of satisfactory audiences.Business Screen cation would go a long way toward raising
report. surveys among the packers indicated that both standards and profits for the meat pack-
An unfortunate experience registered by a the principal drawback was a general lack of ing industry.
previous production has taken one or two knowleilge concerning these now greatly- Editor's Note: This is the first of a series on
firms out of the ranks of users but the general increased audiences. Most files date back films ill various lijies of industri/. The second,
sunlmar^• shows that a majority of the meat several years and the world of commercial describing the use of films in the food indus-
packers make no use of films simjjly because and educational film distribution has moved try, will be presented iti these pages next
they are not all geared up to public relations on swiftlv since then. month.
or do little or no sales promotion or training.
That the meat packers have missed the
mark in smart consumer education, that they
have neglected a great chance to cooperate
with the schools in supplying educational The Advertising Agency «& Films
subject matter is not to be denied. S(une
of this is done but the acceptance and demand A very rare example of getting down lo brass tacks was noted recently in
is far greater than the present supply.
a Young & Rubicam advertisenient of that agency's services which pointed
Not in the field of dealer relationshijjs has
the packing industry failed, but it has missed out that "an agency, in order to offer completely effective service, must
a great opportunity to better its cause with be familiar with many media, master of many techniques, expert in many
the consinner by not supplying enough edu-
fields — too many for anything else than a variety of individual talents, co-
Below: Scenes from the neiv Visking slidefilm ordinated into a smooth working team."
"Stripped for Action," now being shown.
Since the agency's copy had included "commercial movies" in a verbal
mental enough to assure clients of a square deal and their money's worth
should an opportunity to employ the film medium present itself.
Too often, in recent years, has the knowledge of media been interpreted
lor understanding. Through decades of white space, agencies bought
without regard to readership controls now recognized as indispensable;
the early years of radio were a sad era of inexperience and wastefulness.
Certainly every agency which has employed the film medium recognizes
its importance. But using it wisely is apparently a different matter. Other-
wise we might not have had the loo-recent spectacle of seeing thousands
the picture's eventual distribution. Again, we should not have had the
discouraging experience of watching a first class amateur camera "nut"
apply his homely talents to the purchase of highly technical motion
picture production.
We know that common sense and past experience will dictate a searching
Bu'Hii
—O. H. C.
[14]
—
York World's Fair, N.B.C. used hundreds of practical application of Television to mer-
commercial reels on television programs. chandising. The drama and excitement of
Most practical of all television uses has merchandise become audible and visible
apparently been the localized department through "televisuals" will remain in the store
store system set up in Bloomingdale's. Here as long as the customer shows interest in this
individual receivers are placed on various new advertising medium, according to store
floors and a central studio connected by co- executives.
axial cables from a top-floor location. The
first commercial film production especially
for television purposes has been under way THE POWER OF FILMS TO SELL
in the .\storia. Long Island, studios of Audio
" * There an old proverb which says,
is
Productions. Inc. where the first "televisuals
American in that the road to learning
effect,
were prepared for telecasting.
through the eye is twenty times as
Television Company handled the installation.
l)road as the road to learning through
Bloomingdale's own brand. "Barbara Lee."
the ear. This same theory has been
fashions were featured in the first film as well
stated at other times in the form of a
as the story of 14 months old "Junior" who
mathematical formula crediting 87
wisely chooses Guardian Shoes and Tot's
per cent of our impressions to visual
clothes from the "Young World" department.
sensations and 6 per cent to auditory
Through the first "Televisual" Blooming-
sensations: however, the proof of this
dale's paves the way for an entry of national
absolute proration does not seem to
advertisers into television as an advertising
be adequate to warrant the accept-
medium. Tests in May of this year elicited
ance of the statement in this most
the statement of I. A. Hirschmann. Blooming-
definite form Gordon B. Palmer.
dale's vice-president, that "the clarity and
incisiveness with which merchandise is tele-
[15]
—
liresented before tlie Society of Motion Picture Engineers. doubly earn their already reason-
thoughts of the headquarters
able price.
management unto a recording, the
Futlier than that, the cost of
slidefilm brings a clear and un-
slidefilm programs depends on the
changed pictorial and spoken ver-
type of subject matter used. If
sion without any change in con-
the script calls for a dramatic
tent or meaning.
story presentation requiring pro-
Besides training of salesmen,
fessional voice and picture talent
retailers, clerks, etc. the sound
it will surely be more expensive
slidefilm employed to convey
is
than a straightforward industrial
short illustrated "lectures" on
or commercial presentation mini-
matters of safety, employee rela-
mizing the voice to a single an-
tions and to instruct all types of
luiuncer and straight industrial
service employees in matters of
photography.
mechanical ojjeration, improved
Dramatic treatments, the use of
color, and other elements enter
into the cost of .slidefilms. W'ith
all these, the total cost
be will
THE COVKR SUBJECT
OF THIS SECTIOX IS far lessthan a sound motion pic-
BY r.\MEIH, INC.
ture though there is no compari-
son since each has its field of
usefulness. A great many dra-
matic programs shown to audi-
ences on a national basis appear
to average from $1,500 to $'2500
liir subject, complete.
Equivalent
Length
Focjil
of Lens
[19]
How Business Uses the So u n S I i d ef i I m - 1
:
ous
real
problem on new products the
need today is for the most drama-
How Business Uses the Sound Slidefilm — 2
tic, efficient, effective and economical
Seiberling Rubber Co. How and why to sell Kelly ing their product. As most sales are
U. S. Rubber Co. Qualities of Seiberling products made in the home it is difficult for
TRANSIT Creating dealer enthusiasm
the salesperson to visualize the cor-
Chicago Surface Lines
Pullman Co. 1^ Advantages of surface transit rect procedure through verbal or
Railway Express Co. Principles of Pullman service written instructions alone. Sound-
Reasons for using Railway Express Slide Films are used to portray the
sale step by step as it should be made
22]
in the home. A true pattern of the
encountered
^-arious types of resistence (?cUe <M-lUan>le^ o^ BUde^ilm 1^6reM. Other Leading
and how to overcome it are shown
by means of actual examples. Con- {Continued from page 19) aboutfifty Illustravox and Junior
Slidefilm Users
sumer selling films are also used in script, artwork, animating, and Model Salesmaker Projectors sta- Aluminum Cooking Utensil Co.
this field which to a large degree tioned with each of our district American Fork and Hoe Co.
of course, handlesall of the voice
AC Spark Plug Co.
casting and recording as well as managers. Each district manager American Blower Co.
the making of the prints and also has a set of the four films American Petroleum Co.
and records. They carry this American Research Foundation
shipping. American Stove Co.
equipment with them constantly
RAILWAY EXPRESS FILMS Amity Leather Products Co.
on their regular trips so that they Animal Trap Co.
On the Wings of the Morning, are prepared to conduct film Barrett Co.
a sound slidefilm feature, was pre- Best Foods. Inc.
showings whenever the oppor- Better Vision Institute
pared for the General Sales De-
tunity occurs. In this way, dur- Bucyrus Erie Co.
partment of the Railway Express Calvert Distillers Co.
ing 1938 approximately two thou-
overcome the shortcomings of the Agency, late in 19.38 to spread Carboloy Co.
sand wholesalers" salesmen saw at Carnation Co.
salesperson in the presentation of information in regard to air ex-
least one of our films, and most Caterpillar Tractor Co.
yoxjT product, press among businessmen, social Chocolate Products Co.
of them have seen three or four Clark Grove Vault Co.
13. INSTITUTIONAI STORY—
YOUH societies, and trade and public
of the series. Already this year Consolidated Edison Co.
Presenting the story of your com- schools. Cook Laboratories, Inc.
approximately one thousand
pany, plant, products, manufacturing Each of the agencys thirteen
wholesalers" salesmen have seen
Coolerator Co.
Crosley Radio Co.
processes and executives is an im- district sales managers covering
the films who had not seen any I. R. Crov7der Co.
portant part of any sales presentation. the entire L'nited States is sup- Crown Slove Works
last year, besides re-showings of
However, one often hears "Who . . .
plied with an Illustravox machine Dairymen's League Cooperative
the same films and new films to DeKolb Agricultiiral Assn.
cares about the manufacturer . . .
and record and film of On the
about half of those wholesalers' Ditzler Color Co.
what we want to know is. what vdll Wings of the Morning, and em- Thomas A. Edison, Inc.
the product do for us?" Quite true
salesmenwho saw films last year.
ployes everywhere are asked to E. H. Edward Co.
but only yesterday magazines, "The production cost of our rinnell Systems, Inc.
get in touch with their district
. . .
[231
.
m amount
task.
of expert
hold an audience.
To make
The
direction
[24]
Industry not an abstract thing. It depends
is are good dramas, capable of fascinating an that stresses character actions must use per-
for its existence on the men and women who audience. And this is the final test of all sons capable of revealing the inner emotional
make the wheels go round. These people in films. states that produce dramatic effects. In such
turn depend upon it for their livelihood. Botli With the resources at its disposal the com- instances would be wiser for the commer-
it
form a living entity. This entity is the mercial film should today be not only in ad- cial film producer to secure competent actors.
heart of America. There is not a part of it vance government films but also in advance
of Where Industry's greatest strength lies the
that does not offer the commercial film of Hollywood films, which are hemmed in by commercial film writer has failed to tread.
writer a rich store of material. a tradition of hokum that has given them The commercial film should spring out of and
box-office sickness almost continuously these deal with Industry itself. There is not a
GovERXiiEXT Film Trends
past few years. phase of Industry in this country that doesn't
Both Industry and government face the have a infinite number of stories to tell about
same film problems: to sell themselves The Story's The Thing itself. These stories have nothing to do with
through it to the people. Of the two. govern- Thetrend toward Hollywood in the com- Hollywood and its slick technique. They are
ment has much the harder task. It is not mercial film reveals a basic story weakness. stories that have as performers the workers
merely that it is more in the public eye. Its No commercial writer should fear the use of themselves, the people who make the wheels
funds for such purposes are definitely less workers in place of high priced actors for go round. They arc stories that fit in with and
than those available to private industry. Nor his performers. If he does, he overlooks the have an infinite number of stories to tell about
are its technicians more competent. But strength of a well written story. Place any current interest trends. They are stories
government films —or film writers — have re- Hollywood actor in the roles performed by a that open up to observation the wheels that
cognized what commercial films so far have Paul ^luni or a Spencer Tracy and you would make America the modern Industrial giant
missed: interest trends. get a fairly adequate performance. But place it is to the people who want to know more
A few years ago the government film de- even a Muni or a Tracy in most typical about the inside workings of this giant.
partment was making the kinds of films Hollywood and you would get a weak
roles Entertainment has many forms. Today
usually found in the commercial film field performance. A
good story is basic. the most gratifying form of entertainment
today. These would deal with material as With a good story the employees of an in- has a realistic base.
though it existed in and for itself. There dustry would be definitely an asset as talent. The commercial film writer finds himself
was no apparent relationship between it and Their very naturalness gives them warmth today in an enviable position. Trends indi-
everyday life. - With The Plough That Broke and appeal seldom captured by the profes- cate that the people are interested in pre-
The Plains and The River there is a decided sional actor. They are more likely to produce cisely the material he has at his dispo.sal.
difference. Both of these films recognize that moments of unconscious humor. If the Eng- Vistas open before him in the experimental
today man is primarily interested in the real lish Documentary films have taught us any- field. If the American film is to reach a new
world in which he So these films deal
lives. thing, it is that with the proper handling and higher development, it lies within
level of
with important, basic problems of contem- most workers are natural actors. the scope of the commercial film writer to
porary life. And they do so realistically. Of course certain films must of necessity hasten its fruition.
They are not fiction nor romance. Yet they use professionally trained actors. A story — r. c. ROBixsoy
t2i^M^i£S^(m/tyi£m^OH^^
yOLU next film prodiiciion will be as good as a THEDe\KY "INTERPRETEK" 16 MM.
competent producer and perfect projection can
SOITSD MOTIO.X PKTiRE PROJECIOK
make Incorporates Exclusive DeVr>- Features
it. After assuring yourself of a suitable film
That Assure Non-Stop Performance
story, the problem of telling the ^tor>' to a multi-
1. AITOMATIC LOOP ADJl STER
tude of audiences is of prime importance. So that 2. Dl AL EXCITER LAMPS
its customers may enjoy an a-^sured film success, a 3. SY.XCHROMATIC THREADING
farseeing Policy of Service was inaugurated by Pius dual sound stabilizer for unsur-
. . .
De\ n^ to offer helpful counsel and advice on pro- passed sound and filmglide mechanism to
duction and distribution questions so that the prolong film life.
ulti-
mate screen ston' might achieve the full benefit
of the superb theatrical presentations afforded
by De\ ry projection and service.
[25]
CAMERA ^ye
ment and Coordination
Republic Steel Corporation. Re-
public Building. Cleveland, Ohio.
Division,
""^ tion with Batten, Barton, Durs- least two weeks where showings
be made and in some cases
Touch"
QUALITY EQUIPMENT WITH Republic Steel Corporation's four
IPVs "Keeping in
Tl M E PROVED ADVANTAGES
-
reel film entitled Enduro, the The first movie on a Graphic
Arts subject to be produced in
Magic Metal of Ten Thousand
You want clear pictures. You want your captions sharp, sound and in color was released
Uses.
and easy to read. You want accurate colors. SVE Slidetilm The filmconsidered to be
is last month by International
Projectors give you all of these. They also have important an excellent, authoritative and Printing Ink for premiere show-
safety features. A patented heat-absorbing filter reduces interesting story of the develop- ings at the national conventions
heat at the aperture to the minimum. A special releasing ment and use of stainless steel of the PrintingHouse Craftsmen
mechanism moves the rear aperture glass back automati- alloys. The subject is unfolded and the LTnited Typothethae of
cally when the film is turned from one frame to the next. in three sections —
(1) the manu- America.
facture. (2) fabrication, including
SVE Projectors are made in many styles, including the This film Keeping in Touch,
sections on welding, soldering,
popular Tri-Purpose unit which shows 2" x 2" glass slides shows the role of printing ink as
brazing, polishing, drawing, forg-
as well as single and double frame film strips. For perfect a factor in modern life. It in-
ing, forming, griniliug, nuiehining,
dicates the necessity for ink
showings and full protection of your film, specify SVE Pro- riviting, rolling and spinning; (3)
maker and printer alike to keep
jectors in your sound units. SVE Projectors are sold by all applications in leading industries
in touch with research which is
leading producer-dealers and form an important part of featuring sequences on .\viation.
creating developments that are
all leading sound slidefilm apparatus. Brewing. Distilling. Building, revolutionizing the Graphic .\rts.
Canning, Chemical. Food. Hospi-
II>«V«» for "HoBi- Tn SItnti- #/".' tal. Hotel, Club, Restaurant, Keeping Touch shows how
in
Send today for descriptive literature on SVE Slidefilm Ice Cream, Foundry, Marine. become a
ink manufacturing has
Projectors and the many ways in which they are being ]Meat. Medical. Milk. Refrigera- highly complex and specialized
used in industry.
The introduction
tion, Sheet ^letal. Textile and re- business. of re-
lated groups. search has brought hundreds of
Running time of this picture is new materials to this field along
SOCI€T!J fOR VISUAL €DUCflTIOn. IRC.
45 minutes. To arrange for show- with modern equiiimeut and new
lOO €flST OHIO STR€€T CHICAGO ' ILLinOIS
production techniques.
ings write to the Sales Develop-
[26]
PREVUE NOTES (^ (l^^*ti (leUcue^
[27j
— —
100% READERSHIP
Let's (Cotitniiicd jrdDi page 11)
all
and a motion picture which has some "Your film Magic Caves was • "Your film Magic Caves was
good clean hin will entertain — AND well appreciated by the High greeted with a lot of enthusiasm
SELL. School classes that saw it about — and I am sure that all the mem-
225 in number. The night pre- bers who were here felt that their
So let's give a thought to making time was well spent. There were
vious the teachers were at the
more industrial films which are good house for a preview of the film approximately 75 persons in the
human comedies — not overburdened and I asked in several grocery audience which saw the film."
by pickle-puss remarks. store owners to see it as I thought • "I should like to have about a
that they would be interested; dozen of the brochures to supply
And let's have them made by Dowl- each reading room or camp
and all expressed their apprecia- li-
ing and Brownell, out in Hollywood, tion for such a film. One of them brary of the camps that I servetl
who are specialists in the real class put out a special display the next to whom
the picture was shown
pictures of the business world. day on Roquefort Association. for further investigation and to
The teacher in Domestic Science provide opportunity for further
had the students prepare several study to those students in our
6625 Romaine Street Hollywood, California "Magic Caves was received by together with a lecture, to 1400
our student body with great in- CCC enrollees of junior or IS —
terest and enthusiasm. A check —
to 23 years age and to 200
was made to ascertain observa- Veteran enrollees of World War
tion points which resulted in two service age. The reception of
outstanding features, the first the picture everywhere was most
was the shepherd's call, and pleasing and a number of com-
CINECOLOR IS THE BEST BUV IP tOlOR size of cireidation and cost hut — gave their undivided attention
again with the advantage of buy- as proved by the lively discussion
2800 SOUTH OLIVt AVtNUE, BURBANK, CALIFORNIA in;; 10(1 |irr cent readership, as M'hieh followed."
(.|ipiisi(l t(i llie usual 1 i^er cent "I doubt if any |)hase of our eur-
28
Business Screex fditors who
viewed a Cinecolor print of Hills
Brothers (coffee) sound movie.
Behind the Cup, in a recent Mid-
western showing were struck by
the vast improvement made in
I
^^
T ''S™
T E C H N
PROJECTION & PRODUCTION NEWS
I C A L
& COMMENT
this color recent
process in ::!iiii;iiiiiiiiuu:::ii..jii::;i: :';a:;:i;iiiiii::iirijiiiF';iiiiiiiiiii;'ii!i;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!;iiiiiiiiiiiii:iiiiiin!!iiia^
body makes the wide range of vealed that Kodak research de- addition to operating with micro-
was represented. To the excep-
film subjects still needed because partments are assisting the Civil phones and phonographs can be
tional few who contested our
there aren't enough projector- .Aeronautics Authority in develop- used as a powerful auxiliary am-
figures because of more or less
owning customers ... so there ing a special moving picture cam- plifier with Ampro's low-priced
representation than they thought
aren't enough projector-owners era. It will be used in efforts to classroom model projectors for
they actually had we can safely
simply because the enthusiasm increase flying safety. (Please turn to next page)
say that every firm was asked to
check the figures before publica- The new Ampro tri-purpose public address system operates with microphones and phonographs and can also be used
tion and in nearly every case as an auxiliary amplifier to serve large audiences with standard Amprotound projectors.
129
(Cnntinued jrom preiioiis pages) graduated focusing from S^^ ffet
Shutters will be nf
1115 West Washington Blvd., Chicago CANal 4914 addition of up to eight speakers. ander of existing theatre and ad-
vertising contracts.
A 500 ohm output is provided
for use with loud speaker cables
the assignment
Also included is
vi NEW ORLEANS
Both
ViaSPRIN(;FIELD-ST. LOUIS-MEMPIIIS-JACKSON
Diroclioiis
Products Manufacturing Corpor-
ation of Ann
Arbor, Michigan.
Proper exposure is assured by tion
Stark films
started on a sound
of Baltimore
Picture of Baltimore
have
and color Mo-
. . .
6 hours 38 minutes a clever new device to be known The film, which will be one-reel
as "Variocoupled Control" which in length, will take at least six
•^44.60 One NX ay automatically sets diaphragm in
proper relation to shutter speed
months
clude
to produce and
highlightsBaltimore's of
will in-
[30]
I
THE PROBLEM OF PROJECTION SERVICE SELECTED GUARANTEI
niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiBiiiiniiiiiiiiiiniiiiiiiiiiii
able and experienced motion pic- and technicians. Consumer? in selected audiences I
productive idleness of money in- others who know less. now looking to us for their film lected Motion Pictures," mailed
programs. annually.
vested in ecjuipment and the in- It therefore behooves all In-
dustrialists contemplating motion rooperative sponsors nsing oar Services iParlial Lisll
itial picture production must be
pictures in their sales programs,
Armour & ('ompany The <^reat .Vtlantic & National Carbon Co,
added the cost of equipment Bakelile Corporulion Pacific Tea Co. Roquefort .Association
to ponder well the hows and whys Crane Company General Foods Sales Co.. Standard Oil Company of
parts, replacing damaged parts Incorporated
The Firestone Tire & (.eneral
,- ^- j^^sev
of the picture's ultimate presen- „ ,, .Motors Corp. "'
31
EMBLEM OF CONFIDENCE
SHOWING THE SLIDEFILM HEAT.
dries out your film. VapOrate lubricates
The simple mechanism o/ sound slidefilm
your lilm internally to resist heat.
equipment requires tittle operating knoie-
ledge. The ease of operatiov makes the ma-
_-Xr / few ^erieJ of chines practically foolproof but there are a
few tips which might be passed 07i to the
tm^i
16 MM SOUND-ON-FILM user to assure perfection of performance. EYE-STRAINING PUNISHMENT from
SCRATCHES. SPOTS and STAINS.
COLOR CARTOONS 1. The screen wall should be free from all
Make looking at your pictures a plea-
sure for yourself and your friends.
outside light,though the rest of the
room need not be totally dark.
The screen should be large enough to
comfortably accommodate the size of pic-
vapOrate
COMMERCIAL SPONSORSHIP
ture attendance requires. FOR BETTER PROJECTION
-y^ualtaole
3. Seating should be arranged at Ijoth sides AND LONGER FILM LIFE
and in front of the pro,jector, never l)e- VAPORATE CO.. Inc.
BELL 8 HOWELL CO
•' Chicago, III.
hind it. New York, N. Y. 1801 Lorchmont Ave.
Hollywood, California
These one reel color cartoons The projector is best located at a right 130 W. 46th St.
716 No, LoBreo
possess 100% audience appeal angle to the screen and upon a firm Itase
and ore a basic factor in building far enough from the screen for full focus.
up strong programs. The series Electric current (whether AC or DC)
consist of 1 1 pictures with titles should be ascertained in advance, to set
that include: The Merry Kittens, the current switch, and check the avail- KODACHROME SLIDEFILMS
Parrotville Fire Department, Spin- ability of a close outlet. 35mm ^K 16mm
ning Mice, The Rag Dog, and Sound s\\'ITCH shoukl be turned on first Si7enf or Sound
Scottie Finds a Home.
in order that the tubes have ample time
Send for catalog oi over 1500 to warm up. Geo. W. Colburn Laboratory
1197 Merchandise Mart • Chicago
subjects for rental or sale. Load film into the projector with ex-
treme care, seeing that sprocket-holes
WALTER 0. GUTLOHN, Inc. are properly engaged.
35 West 45th Street New York The focus should be secured on focus PROJECTION SERVICE
frame beforeturning to title frame.
After turning to title frame turn off jiro- COMPLETE-A
jeetor light. MOTION PICTURE DISTRIBUTION SERVICE
The needle (half-tone) should be re- In all phoses for Theatrical and non-theatrical pictures.
placed for each side of record, and should The non-lheotricol service includes supplying projec-
tors, screens, operators, etc., and Ironsportotion.
never be re-used once it has l)een re-
WAY N E 11.
when tubes are warm.
To start show slide needle easily into
outside groove of record and with the
FILM LIBRARIES-NATIONAL
In addition to the superior first introduction of sound switch on the
accommodations at the Fort 16mm. MOVIE PROGRAMS INDIVIDU-
projector light.
Wayne, guests enjoy a superb ALLY PLANNED AND PREPARED FOR
location in a residential com- U. To synchronize film and record each YOUR OWN ORGANIZATION
munity, yet convenient to the picture should be .snapped on quickly at Inforviation upon request
business districts. Hotel Fort the .sound of the bell.
Wayne provides economy with-
13. Chanoing the record should be done
NATIONAL FILM PROGRAMS,
out sacrifice of comfort or INC.
location. while the last picture in part one is still 342 Madison Arenue New York City
on the screen. A
pocket flashlight is
[32]
I SELT ALL- PLAT/ ALLS 4 ^> THE MOTION SLIDEFILM
Universal 1 h • ExABLiXG BUSINESS ORGAXiz.\Tioxs to in-
_ SOUND PROJLCTOR E^_ clude slidt'film .showings on their 16 mm. or
mm. motion picture programs without
HAS EVERYTHING! .'35
VERSE ACTION > STILL PICTURE CLUTCH • CENTRAL OILING •lam Handy Organization has developed a
- PERMANENT CARRYING CASES • LICENSED— WARRANTY
(liluxe type of slidefilm called the "motion
Low in cost. Universal 1 6MM ^ '
* * #
F.\ciLiTATES Retouching Process
MOTION PICTURE SUBJECTS ON Because photographs, unlike motion
still
DUALITY PRODUCTIONS
THE "BEST SELLER" BOOKSHELF picture film, can be retouched for best effect, BLACK & WHITE & IN COLOR
they are a superior means of picturing a great
Reserve your copies tiow deal of product information. This is con-
sidered particularly true when the sponsor
wishes a step-by-step presentation of a series
ifcxrunJ
BUSINESS SCREEN of sales points. Often action is distracting
rather than an aid to understanding.
Dii'ision of
7696 . 16 East
S A R R A.
Ontario Street Chicago
WHIIehall
20 N. Wacker Drive • Chicago L'sing still photographs, the motion slide- L
film owner may include branch factories and gllllllllll1lll!llllllll!lllli{llllllllillllllllilll1llllllllll!lllllillllllll|ll1lll|llllllllllll!IIIHIIIII1inil|llllllll1lll!!ll«lllllinin^
[33]
THE FILM FORUM ure of success in the release
their productions. It is, there-
of
^ NATIONAL PARK»H«ARKAN5AS
motion picture theatres of the corollary of course to be kept in
country. On the basis of its past mind when considering such pro-
experience the FHA has found duction, is that the rate of obso-
FOR HMatTH
Controlled by the United States Government
that non-dramatic films having a
plain, honest and straightforward
lescence on this type of film
much lower than on the average
is
[34|
A PERFECT SETTING
OR TRADE EXHIBITION
W
MORE POWER to YOU
The Sun Oil CxSm, ORE POW^R TO YOU" was shown
in 859 selecte andiowns &jliB^asteriinaIiof the United
States and Ontario iif |7pi0 theq^resifto 2,8p6,u0|. theatre patrons. _j.
you can have screenings in the markets where you want them.
r.
Minute Movies
As sales representatives for General Screen Advertising.
Inc.. we can place "one-minute movies" in the pro|grams
of approximately 8400 theatres. "A
m^^^mt^.-^^mmm
DY Okgani^Aihn
Sales Meetings e turns Tall
oyTon
7046 Hollywood BouUvaid 35 EatI Wackci Diive 2900 Taat Grand Boulevard
NEmpstaad 5S09 SMte iT.K
I r
nilSJJiyssuWrjijji
ipia®®!!'
H you want prool that Caravel
When the women of America begin to demand that the
Plans get results, check with
claimed superiorily of a product be proved by test, it's
American Can Company
American Machine and Metals, Inc. lime to do two things —and do them quick . . .
Talon, Inc.
applies specifically to your company, to your product.
The Texas Company Or better yet, name a time when -we can frankly discuss
U. S. Industrial Alcohol Company
the plan w^ilh your sales executives — either in your offices
OR ANY OTHER CARAVEL CLIENT or in ours.
mm
is an interesting new folder every ex- e/^^A
ecutive should read. Mail coupon for
your FREE copy. / #-^ ^m
PRECISION-MADE
S875 formerly necessary. From S 1500,
BY
L' ^
:::::: State
^:::
-X"
IM lU E R I ' E { E
News and Comment on Keeent Happenings in the
Active WorUI of Commercial and Educational Films
• The automotive industry spends plenh film business. Last year Hills Brothers gave
each year to give the public the best that's in its their San Francisco NXorld's Fair theatre a pe-
engineering laboratories and design shops. For riodical dousing of coffee odor while the all-
years, too, a top-ranking customer of the com- Cinecolor feature Behind the Cup was unreeling.
mercial film studios, the motor car industry has Coty"s might have done the same thing at show-
used practically every type of viseo-sound pres- ings of Symp/ionies in Fragrance at A World of
entation. So when a top-llight general sales Tomorrow; what could be more natural than
manager for one of the Big Three speaking be- the tantalizing odor of broiled steak at a Swift
fore a recent meeting of the New England Sales or Armour show? Such goings on are positively
Management Conference sponsored by the out for the American Agricultural Chemical Com-
Boston Chamber of Commerce mentioned films, pany, but we want to hear the tardy husband
this department listened attentively. roll in at three ack emma with good cheer
"Today." he said in part, "with highly com- emanating from every pore while he tells the
petitive sales programs, it is necessary to not little woman that he's just been down to the
only tell salesmen what to do but how to do it. lodge seeing that new Hiram Walker feature.
In this respect I have found motion pictures
Memo lo Chris Sinsabaugh
Business Screen and slide films of inestimable value."
Say, Chris Sinsabaugh, we'd like to see your
THE MAGAZINE OF COMMERCIAL AND The Truckers ISeed Films swell "auto-biography' "Who, Me?" made into
EDUCATIONAL FILMS
\^'hen is the trucking industry going to find a sponsored by the automobile trade
picture
out about films? Every time we read one of groups. The historic era through which you
Fruehauf's present institutional newspaper ad- have travelled your observant way should mean
Qo*ite*iU
vertisements on behalf of the truckers, we something to every .American. \^ by not. then,
Cover Suhjt'cl: Reel-lije-hy Camera, hie. imagine the same copy transposed into film. A take this message to every cross-road hamlet
great dramatic story is there with a really fine unhokey
for the telling and one which "cavalcade of American in-
Film l'"(nuni S
The Audience Decides
would get over to American dustrial ingenuity?"'
Flour and Oreals Id "I'm against atJvertising fihns .\merica how to make a living
Notes on Color lliat try lo *'higli-pressiire" my and we think they're missing
Film Keview Section 17 Dunning sends this
Carroll rustoniers with selling. I generally a good bet by not looking into
department a new sample of can what they like or don"l
tell
opportunities for vocational
New Releases Reviewed Ill
color processing for like by an Immediate reaction. training film material. In-
ihree
We've played sponsored reels for
Televising Ad Films 19 which Dunningcolor is now cidentally, their onfindings
many years and nowadays the
set up. The color screened jobs and the jobless would
ones we get are generally so good
Fruit Growing 21 lieaulifully with remarkable make excellent film material
otir people look upon them as an
faithfulness in detail and reg- extra helping of dessert. for some social-minded in-
Training Retail Clerks 22
ister as well as trueness in
".Straightforward advertising has dustrialist to sponsor for the
ISooks Made for Films 24 shading. to be at least as clever as a good benefit of all young America
Mr. Dunning's words on the radio show lo gel by with my and some easy-to-take wis-
Esso Film Report 25 improvement of 35 mm slide- folks, dolor cartoons, incident- dom for labor organization.
lilm results from Kodachrome ally, have been most welcome,"
Technical News 27
"slilLs" are worth repeating: (). H. <:.— F rigiilaire I'revue
Library Films Guide 33 "The way to improve them, One of the real pleasures
he says, "is to see that the 'stills,' if possilde. in starting a new year comes with attendance at
are shot with absolutely flat lighting. So many a good, fast-moving sales prevue such as the one
VOLUME TWO NUMBER THREE 1940
Kodachrome users try to get "arty' with cross- Frigidaire staged for Chicago and Midwestern
• Business Scie^:n Magazine, issued by Business
Screen Magazines. Inc.. :iu N. Wacker Drive. Chi- lighting and back-lighting and in consec]uence folks in that city recently. Technicolor films by
cago, on January 15. 1940. Editor. O. H. Coelln.
Jr. Associates. R. C. Danielson Robert Seymour.
; : bump up the original contrast too much. They Jam Handy, including one honey on the import-
Jr. New Yoric offices: Chanin Building. Phone do not realize that color of itself makes the ance of food, highlighted the program. The
Murray Hill 4-1054. Jack Bain. Eastern Advertis-
ing Mgr. /Icct7)ta7icc under the .let of June 5, dramatizing of the 1940 model ranges and re-
1934. authorized February 20. 1939. Issued 8 times
character stand out and that they are only im-
—
annually plus 4 special numbers. Subscription
$2.00 for 8 numbers. Foreign; S3.00. 50c the
pairing their color gradations when they have frigerators was also especially well handled, we
copy. Publishers are not responsible for the re- burnt out highlights and empty shadows." ihought. and the manner iii which the show- held
turn of unsolicited m.s. unless accompanied by
stamped, self-addressed return envelope. Entire the interest of the hundreds in attendance was
contents Copyright. 1940. by Business Screen 7/iis Is ^'Scented" Too a real tribute to this kind of modern business
Magazines. Inc. Trademark Reg. U. S. Patent
Office.
The current "wave" of scented newspaper showmanship.
advertisements is old stuff in the commercial The lunch was good, too.
DA-LITE
-r^ur Ckotce ofULeaduu^
SCREENS
-pAx^Utiiayti-, Vlittlln4tOt4'
RESPONSIBLE
LEADERSHIP
EASTMAN'S negative films—P/ms-X,
EASTMAN
PLUS-X SUPER-XX
for general studio use for all difficult shots
BACKGROIJXD-X
for backgrounds and general exterior irork
lillSINKSS Si;HK.KN
[6]
—
To d ay's
Value
Leading Industrial firms, schools and
colleges all over the world are ordering
and re-ordering the new AMPRO-
SOUNDS in ever increasing numbers.
Behind this amazing success of the
• MAXIMUM —
film protection A triple claw is used for moving
him. engaging three sprocket holes simultaneously. Film with
two adjacent torn hole? can be successfully used. Ampro patented
"kick-back" movement lifts the claws from the sprocket holes
before withdrawing, eliminating film wear. Take-up compensator
prevents starting strain.
• IMPROVED
bearings,
sound drum and filter— Mounted on precision ball
the rotating type of sound drum avoids sliding action
c -u AMPRO Precision Silent
between the drum and film^prolongs film life and maintains high
quality sound. Curbed film guides before and after sound drum
eliminates weaving and "Belt action."
*e^y Projectors
• SIMPLIFIED threading— Same as threading silent projector, Ampro Silent Projectors have been long famous for
with exception thai film also loops around sound drum, eliminating their brilliant illumination and ease of operation.
looping film over a third sprocket. Film guides assure correct, easy
threading. They are today approved equipment in thousands of
mm.
over the world.
—Ampro
1600 ft. reel in 75 seconds without damage to the film. A'o trans- Among people 16 projectors
ferring of reels or bells.
is recognized as the standard of quality. Send coupon
• USES Standard lamps — Standard prefocused lamps, up to 1000 today for catalog giving full particulars including
^X'atts. "'Special" high priced lamps not required.
the complete Ampro line.
I
made
am
you will appre-
in the spirit
sure that you
MAJORITY OF LE\D-
uum want
magazine.
Julia D.
the best possible
ORGANIZATIONS AND
E()L'TPMFNT M\KERS'
nimi Editor, Bu.uness Screen
I HAVE been
:
highest standards oj the commercial good job for every sponsor providing each — the last
listing. A
six months
rigid pnlity
art'
nf
included
adrertisin/i
in this
re-
jilm industry.
one of them retains the program long enough atrirtiims is maintained in accordance with
the hicihcsl standard.^ this industry.
to get the accumulated value of repeated impres- iif
Nation's Capital!
Loucks & Norling Studios were selected to make this new pictorial
Ask us for ideas covering your next motion picture! You'll be impressed
technique of tomorrow —injecting New Ideas to help you sell! In full colors,
if you like.
VISA VOX interprets your sales message in such clear, concise, dramatic and
convincing form, its retention by any audience is close to 100 per cent!
We maintain our own staff of writers, photographers, artists and directors — each
with years of experience in producing slidefilms.
We would like the opportunity to suggest a VISA VOX solution for your sales
VISAVOX
INCORPORATED
(A subsidiary uf Liiuiks & I\t>rling Sliiiliiis)
down the drain. Name your cities. East? West? North? South?
nobody but
Modern Talking Picture Service has operations in 73
But what people? Wouldn't it be better if
the cost-per-customer-sold down to rock liottom? Look what else you get. Complete publicity
material, advance notices to home office and all
You bet it would.
field organizations, complete reports of each audi-
Modern Talking Picture Service can do ju;<t liiat. ence certified as to attendance, its age and sex.
This is the only company with Add to this Modern Talking Pic-
Men? Upper Class? Middle Class? aLle — all ^uljject to your selection. your sales film .. .anywhere.
We'll show you facts that prove we Send lor liooklct today.
TALKING
PICTURE
SERVICE
[10]
Business Sciuoia
THE SECOND OF A
SERIES ON FILMS
FOR BUSINESS...
i\D FILMS
HOW MOTION PICT I RES & SLIDE FILMS
SERVE THIS BASIC AMERICAN INDUSTRY
• Food and shelter, man's first products according to the last Cen- processers and packers. Behind them ing begins. First as a co-ordinating
between them
essential needs, divide sus of American Business. 1935. —the
all largest market of any in- medium between the processer and
nearly half of our total national But a panoramic view of the food dustry — stands our entire national wholesaler or jobber, slidefilms and
income. According to one authority industry is more than an impres- population and the millions in motion pictures are used to show
from seventeen to twenty-four bil- sion of figures it is a bewildering — foreign lands to whom many Amer- the company's salesmen and then
lion dollars annually is expended montage of nationally advertised ican food products are as familiar the wholesaler and his salesmen the
to feed 120.000.000 .\mericans: one brands, of independents vs. chain as they are at home. merits of the product, its advertis-
authority sets the figure at S19.- stores, of producers and growers. Films enter this seene tvhere sell- ing background and other selling
(il4.000.000 or 22 per cent of the aids. Then slidefilms and motion
national income. Only shelter, ac- iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiniiittiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
pictures are used to promote the
counted for as home occupancy and sale of the product to tlie retailer
maintenance, came anywhere near NUMBER AND \OLLME OF SALES OF RETAIL FOOD and finally to assist and train the
this figure and then only accounted STORES CLASSIFIED BY KIND OF BUSINESS. 1935' retailers salesmen in selling.
for slightly less than twenty-three The other half of films' service
Number of Sales
billion dollars or 25.6 per cent of to the food industry is that of direct
Kind of business Stores Per cent (000) Percent
our national income in 1929. Dur- consumer selling. Here motion pic-
All food stores 532.010 100.0 88..362.425 100.0
ing the depression years, the tables tures showing the manufacture and
Grocerv stores without
were undoubtedly reversed. There 35.4 2.202.607 other preparation of the product or
meats 188.738 26.3
was no apparent decline in our na- an exposition of its use familiarize
Grocery stores with
tional food consumption but no one consumer prospects with its advan-
meats 166.233 31.3 4.149.813 49.6
will question the collapse of urban tages, create demand in a more
Candy and confectionerv
building activity, stimulated only '-
55.197 10.4 314,467 3.7
thorough way than is possible
stores
by Federal aid. through other forms of advertising.
Fruit and vegetable
Meat, meat products and poultry stores 32.632 6.1 215.965 2.6 An important phase of film op-
led all other food products in the
Meat markets 32.555 6.1 565.640 6.8 portunity, however, remains little
value consumed: grocery and deli- Dairv-products stores explored as yet. In the very size of
catessen products and dairv prod- and milk dealers 16.380 3.1 576.351 6.9 national distribution networks set
ucts tied for second.Together these Bakeries and caterers 14.150 2.7 99.908 1.2 up by chain organizations and in
three classes of foodstuffs account Fish markets— sea-food.. 6.919 1.3 46.811 .6 similiar units organized as retailer-
for more than ten billion dollars or Delicatessen stores 6.554 1.2 88.708 I.l owned chains and wholesale co-
well over half the total value of all Eggs and poultrv dealers 5.747 1.1 52.404 .6 operatives lie hazards of impersonal
products consumed. Odier food stores 6.905 1.3 49.751 .6 management. Distant control often
532.010 retail food establish- calls for frequent aids to salesman-
*Source: U. S. Bureau of the Census. Census of Business: 1935, Retail Dis-
ments were key factors in disposing tribution. I. ship and morale. Here films have an
of 88,322.425.000 worth of food important task yet to be performed.
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ iiiniiiiiiii i iiiiiiniiii
PICKUM GOODS
FILMS HELP SALESMEN AND SELL PRODUCTS
• MOTION PICTURES for consumer Presenting Nucoa Advertising
selling; sound slidefilms for sales- The Best Foods. Inc., use both
men training — that's the typical
Kodachrome slides and sound mo-
division of film activities which par-
tion pictures to promote the Com-
ticularly applies lo the canners and
panys famed ""Nucoa" and other both Kodachrome slides and a sound motion picture
^^^ ^
packers of food products.
brands. The motion picture. Touch- oEjS 1 rOOUS are uaed for sales and adrertisitjg promotion
. . .
Chicken oj the Sea. the Van kan adventure, this picture has been
BIRDSEYE FROSTED FOODS Camp Sea Food Company's sound acclaimed by school audiences
'FILM SPONSORS
:
ing: 3. Special Sales: 4. Personal NORTH WES TERN VEAST LIBBY. M.NEIIX t<{ LIBBY J. HEINZ COMPANY
Selling: 5. Window Display.
Sound slidefilms on these snl)-
*FILM SPONSORS
1^ f^.m\'%A .
LliPKI-*
COFFEE
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
*FILM SPONSORS
Commercial television in action: (L to R). John A. Television station W6XAO, showing setup for project- Bill Haworth. announcer, opens the television program
ing film. Projector throws images directly into icono- for W6XA0 which transmits sound on 49.75 megacycles
Shea, Goodyear Tire & Rubber exec; Thomas S. Lee,
of radio organization: Miss Bee Palmer appear in skit scope and television camera head. Below the 2.7 lens and images on 45.25 megacycles. Technician Harold
featuring pneumatics for farm machines and tire films. on the underside of the box is seen the coaxial cable. Jury is awaiting the signal to start film projection.
In commercial film studios from familiarize the "trade" with the ^'Critical Moments" advertising theme which has
IN PRODUCTION: coa.-it - to - coast as 1940 rolled in, been used in Eveready Flashlight ads for the past several years and to show the
sound stages were alive with the music of hammer and saw on sets in construction; results of this campaign, the picture was produced by Audio under the direction
production in full swing on many major and minor features and shorts for of Robert Snody: cameraman, William Steiner. J. M, Malhes was the agency.
America's leading advertisers. In the new National Carbon picture Flashlights! Wilfred S. King supervi^ed for Matlies: Henry A. MacMullan for National Carbon.
Action! Camera! the scene just dcM-ribcd was an opening sequence. Filmed lo More of this and other films of 1940 on the following pages of this Review.
Whatever the course of
men's affairs elsewhere, it Industrial Council Re-
looks like a busy 1940 for
those who make and for
•ILM REVIEW. II those who use films. The
remarkable selling records
leases "Your Town"
achieved last year by film
sponsors the enthusiasm,
. . .
for National Showing
of dealers and salesmen . . .
^*^-:IL trade.
dentally, will
Distribution,
be handled
inci- ber 11, of its new sound motion
picture entitled The Hard IT ay. This
first
Company
selected
in
by the Standard Oil
conjunction with the
through the company's own sound movie depicts the progress of motion picture producer, and then
organization. Production at
the Company since its inception in the production crew traveled over
Audio's Long Island Studios
1857 and dramatizes Mueller his- thirty-thousand miles, at different
was ably directed by Bob
tory and furnaces in a new. unique, seasons during a period of more
Snody; supervised by Wil-
fred S. King, Mathes agency
and modern way. It sounds the key- than a year, to film the scenes: fol-
exec and Henry A. Mac- note of bigger and better Mueller lowed by the editing procedure, the
Mullan for National Carbon. sales for 1940. writing of spoken narrative, record-
H. P. Mueller. President of the ing of voice, music and sound effects
n -*
Insurance Men L. J. Mueller Furnace Co.. said in separately, and finally the blending
tended to towns of less than 1940 campaign." in the producer's studio in Holly-
Kl.OOO population. Mr. Mueller further stated. ""We wood, with its altendant atmosphere
Sponsored by the Insti- intend to show and tell the trade of the period.
tute of Life Insurance and what goes on behind the scenes in As to the technical aspects of the
produced under the direc- the Mueller plant and how this ef- film, its production was all on 35
tion of J. Walter Thompson fective medium, new to the
sales millimeter negative, although most
film execs by Roland Reed, heating industry, can help them sell of the copies are made in IT) milli-
Ed (iriiham is no spell- more furnaces at better prices with meter sound. The running time of
.E
J^- binder but a typical human
sort of guy who sells insur-
less effort. This is a quality story the film is 32 minutes and it con-
presented in a c]ualitv manner." The tains over 3.50 individual shots, be-
ance for a living. In the
.«< pictures (left) a comedy world [)remiere of The Hard Way lieved to be a record in the number
note struck
is as Tony will lake place in Milwaukee on or of scenes as conqiared with the total
Giurlani plays the part of about February 1. 1910. It will later length. This finalapproximate 3000
an expectant father. In the be shown by Mueller salesmen to feet 35 millimeter film was
of
lower scene Eil Gruhmn Mueller jobbers and dealers from selected from a total of over 17.000
explains insurance. Coast to Coast. \^'ilding |>roduce(l. feet of original negative I'xposed.
A STUDY IN
TELEVISING AD FILMS ANIMATION>^
Don Lee Station W6XAO Reports
Telling the story of in-
tricate mechanical parts
• Over 11.000.000 feet of film— tory results have been obtained
and their working is a job
enough to reach from Los .Angeles using either type film for the tele-
that calls for the animation
to Chicago via highway has been— vision broadcasts, although on some artist. Xo matter how com-
telecast from Los .Angeles over the occasions sound recording on
the plicated the explanation,
Don Lee television transmitter. the 16mm film has not been found the detailed drawings show
\S 6X.\0. during the last nine years. as satisfactory as that on the 35mm it step-by-step as they trace
This station, owned and originated film. It is reported that although each phase of movement.
bv Thomas S. Lee. has. since De- better results are usually obtained Here the technical phases
cember 2'i. 1931 been on the air from black and white film, color of a Diesel engine are sub-
jects for the artist's air-
daily without notable exceptions, film has been used very success-
brush as its mechanical
excluding Sundays and holidavs. fully. Of course, the television
"works" are dissected.
and has brought to \5 est Coast tele- equipment transmits only black
lookers some 2443 programs to the and white images, but the color pic-
present date (December 27. 1939 1. tures are satisfactorily broken down Each movement of the pis-
These broadcasts are transmitted into black and white when there is ton means a separate phase
daily —
with the exception of Sun- sufficient contrast between the inten- in the series of drawings;
—
davs and holidavs over \^ 6X.\0 sity of the colors and when the the piston in cross-section
will show how fuel explo-
from 8:00 to 9:00 P. ^L. on Tue.s- colors do not approach the pastel
sions bring about the en-
day and Thursday afternoons from shades.
gine's motion. Color added
3:00 to 4:00 P. Si., and on Satur- \S 6X.\0is licensed by the Fed-
to such a sequence repro-
day afternoons from 5:30 to 6:30 eral (Communications Commission duces the action in even
P. M. Of these broadcasts \^"ednes- as a non-commercial experimental more lifelike realism, show-
day. Thursday, and Saturday eve- station and transmits television ing the flames, burnt-out
nings from 8:00 to 9:00 and Satur- images on 45.25 megacvcles and the gases and explosion in
day afternoon from 6:15 to 6:30 accompanying sound on 49.75 natural colors.
are currenth live subject television megacycles. 441 line. .30-60 frame
broadcasts. Other broadcasts are interlaced Lnited States Standard
Another phase in drawing
films. television images are broadcast.
the evolution of Diesel, The
Although both 16mm and 3.5nini Because of the limited license it is
Modern Power. Here tech-
film.- have been used for the broad- frequently found necessary to cut
nical animation traces the
casts onlv the 16mm is being used the film to extract undue advertising Diesel engine from a Poly-
material. However, pictures such as nesian fire syringe to a
"The Rains Cam^." "The Plow modern streamlined train.
That Broke the Plains." and some Soon the indi\idual draw-
of the General Motors pictures have ings of each successive
been telecast very successfully phase of movement will be
without cutting or editing. ready for the next import-
ant step.
The films to be telecast are pro-
jected directly into the head of the
mosaic type television camera onto Which is the placing of the
the sensative iconoscope plate "keyed" drawings under
where the light rays are broken the camera for straight
down and carried to the transmit- photography. Filmed step-
Thomas S. hv. HfatI of IT 6X^0. ter through the co-axial cable. The by-step in painstaking stop-
sound from the studio is handled motion technique, they will
right at the present time becau.'ie by the regular facilities of the Don soon flash through the pro-
seems the most popular
type jector in natural motion .
this Lee Broadcasting System, and is .
Producing commercials isn't all turbines and steam shovels here's a lightei
THE IMPORTANCE OF BEING EARNEST: moment
:
FILM REVIEW. 11
• Motion pictures broadcast over end of the last line of the frame to
television require special photogra-
phy for best results. Observation
CINEMATOGRAPHY lor TELEVISION the beginning of the first lino of
the next frame.
of eleven million feet of film tele-
By Harry R. Lubcke, Televisi on Director, Don Lee System Electrical means are provided Id
vised by Don Lee Station W6XA0. produced as held in the laps of two extra walks by or an auto passes in extinguish the spot so that "return
the past eight years led to these sug- convalescing soldiers in a scene exteriors, while the pendulum of a lines" will not be visible across the
gestions on television cinematog- early in our work. clock moves or a window curtain image. However, it is inconvenient
raphy. It is not necessary that the vari- blows in the wind in interiors. to make the amplitude of these
The first rule is: Do not violate ous areas be of the same size or \^'hen inanimate objects are to be means great enough to prevent the
the usual rules of photography. Il- symmetrically distributed. shown, motion of the camera can appearance of return lines under
lumination, composition, contrast, The jourlh rule is: Keep the over- satisfy the rule. "Panning" is ef- all scenes and conditions, particu-
and exposure as required for clear all gamma range small. fective and desirable in scenic in- larly if prints are supplied with
pictorial definition are to be used. This rule is frequently violated teriors. Planing, "zooming," white frame lines as sometimes
In current motion picture photog- in taking personage shots on ship- change of camera angle, or travel- occurs.
raphy extremes in lighting and board. Here a dark figure is often ing shots all supply variety in in- No frame all may be
lines at
other factors are practiced for secured with a "clear celluloid" teriors and also may be employed tolerable, but in filmproduced for
dramatic Dark, low key.
effect. background. Such extremes en- in many exteriors. television black frame lines 1/16
lighting used to produce a de-
is counter overload points in the sev- Rule six is: Supply medium or inch in width should be supplied,
pressing audience reaction to tragic eral units of the television chain light density prints with black or better, the dimensions of tlii'
sequences. from jjickup device to receiver framelines. standard aperture of the Academy
Such practices may be employed screen. The effect is similar to car- Dark prints, because of the lack of Motion Picture Arts and Sciences
to a limited degree in the television rying the contrast to the toe and of contrast in the toe portion of observed, which has a black frame
technique, but must be re-
they knee extremes of the H-D curve in the H-D and because of the
curve, line nearly 1/8 of an inch wide.
stricted, or the result on the re- photography. low signal level produced in the This is for 35 mm, for 16 mm.
ceiver screen becomes meaningless. The fifth rule is: Maintain Action. television equipment arc definitely proportionately.
The second rule is: Carry detail It is well established that the inferior to ligluer prints from the Rule seven is: Employ lap dis-
in the halftones. The object of prin- eye is used to reduce detail in ob- same negative. solves, quick fades or change in-
cipal interest must be thus por- jects in motion in real life. By the The density numbers on the usual stantaneously from scene to scene.
trayed. For instance, the outline converse scenes of limited detail, as Cinex strip should run around Long fade-outs give the momen-
of a man in a black tuxedo is lost in television, appear to be of greater eleven for a properly exposed nega- tary impression to the audience that
against a black background drape. clarity when in motion. Conse- tive. For a dark scene of low key something has gone wrong with the
The third rule Achieve
is: quently, the principal characters lighting the Cinex reading would television equipment. The receiver
"checkerboard contrast." This is a should move, gesticulate, or talk have to be around five to produce a screen does not go completely dark
form of composition in which upon whenever possible. usable print. during a fadeout as occurs in a
analysis it is realized that the whole Certain short motionless periods Black frame lines should be sup- theatre. It remains lighted to a gray
field of view is broken into alternate may be observed to avoid monoton- plied to insure that no visual im- similar to the condition obtained
dark and light areas. The name ous repetition of motion. Also, puLses are produced by the trans- when the transmitter is on the air
originated because of the clarity background elements may be moved mitter when the receiver .scanning but not transmitting a visual signal. ,,
with which a checkerboard was re- during otherwise still intervals: an spot is retracing its path from the ( 1937 technique.) jj
^-—^,
• THE CLERKS wlio mail the coun- .NOT O.NLV \^ HAT BUT HOW TO SELL
tersof more than 500.(100 retail
These premises are an old story
food stores throughout our land
to many cla.sses of ""chain man- "
ly 8,500 persons. sumer and sales personnel educa- The purpose of these films is to
tion, but not until last year did the
educate and motivate field sales
Jewel Tea, whose program is
company get into the field of sound personal. Eventually it is Jewel's
described in paragraphs
detail in
slidefilms. On June 11, 1939, each
aim to have a sound slidefilm li-
below, brings its route salesmen to-
of the ninety branches held a sales
brary covering all phases of the
gether in company meetings. These
meeting to introduce the first two route sales job.
are carefully timed alTairs which
sound slidefilms. Since the intro- At present, the company has
lack nothing in showmanship and
ductory meeting two more films ninety Junior AC-DC lllustrovox
Step by step this Jewel
men
interest for the attending.
have been issued and several others projectors in the field one for — Tea slidefilm shows the
have been planned. each branch. Branch managers and
Jewel Tea Program Told pathway to sales success
their assistant managers show these
Outstanding among case histories Films currently in use in the field
films at the regular .sales meetings
of successful users of slidefilm are;
which are held twice monthly, and
training material is that of Jewel 1. Mr. Karker's Message a 51 — use them in the training of new-
Tea. In much the same words ex- frame picture, using shots from men. They also show them in .sales-
pressed by the Company's film au- Jewel's files and a recording by men's homes, especially when con-
thority, we quote, in part: Mr. Karker. president of the tacting "'sub-branch'' men. who are
headquartered outside the "parent-
Shniring member grocers Slidefilms help grocers branch" to^vn and are seldom
how to put over a sale tie up with campaigns... brought in for the regular sales
meetings.
Jewel field men seem to like and
appreciate films. That is evidenced
hy their repeated requests for filmic
treatment of additional phases of
the job. However. Jewel has
adopted the policy of issuing new
films slowly enough that managers
will at have the opportunity
least
10 capitalize fully on one before
going on to the next.
People, How to Get Them to Do W hat You Sam Snead. The bowling idea rates first!
Want Them to Do. {Maxwell Droke, 1939.) And the Following: 125 W'-ays to Make Money
Another oj the "personality" books but one With Your Typewriter; How to Sell Your
which offers possibilities jor various selling W ay Through Lije; What to Listen jor in
field sponsors. Music. And manv more in our next!
• AN IMPORTANT majority of Hollywood's out- the place of showing or in the local bookdealer's
Yet there is another "best-seller" shelf which or sales groups offering certain types of train-
gets no such attention. Although copies of the ing. Ned Day's book on Bowling could,Better
works on it are sold by the thousands on occa- for example, be easily tiedup with distribution
sion, there is no place in Hollywood for the through principal recreation centers where the
factual book, those many "how-to-do-its" and film of the same kind would be shown.
similar volumes which sometimes achieve a wave Editor's Note: This is the first of a 1940 Series
of popularity just as great as the Margaret Mit- now inaugurated by this Review Department. A
chell "classic." strange as that may seem. selected list of especially interesting non-ficlion
It would appear that there is a place for books material will be included in an early issue and
of this character, from time to time, on the the feature regularly maintained. Your con-
commercial screen. Their fields of interest are tribution is invited.
well-defined. Often as in case of sports volumes
on golf, tennis, etc.. the popularity of the books FOOD INDUSTRY NOTES
is matched by a corresponding number of prod- As this issue goes to press, the jollowing
uct manufacturers all of whom stem out of an news worthy notes are worthy of mention:
enthusiastic interest in the game. The same is
A new
sound slidefilm on Balanced Meal
true in gardening and similar pursuits.
Planning by N. E. Daneld for the
directed
There is another field of specialized interest.
-Merchandising Division of the John J, Maher
It is typified by such volumes as Hoiv to Sleep
Printing Company, Chicago, was available for
and What to Listen For In Music which are of
showing to a restricted group of leading inde-
a semi-professional nature. The former, it has
pendent grocers. The film presents a unique
already been suggested in these pages, should
promotional program leased on "balanced meal'*
have the sponsorship of the Simmons Company.
menus for retailer distribution.
The latter might be an excellent vehicle for a
radio or phonograph manufacturer or might Omitted from other food pages in this issue
well carry another type of product entirely. but deserving of mention is the group of food
Still another field is that of occupational im- certainly be greatly enhanced by the additional merchandising belonging to the National Health
provement. Here a dozen new Ijooks appear publicity given and the sponsor's prestige would Foods Association. Over 500 million is spent
each month. How to Succeed in Retail Selling hardly suffer from the connection with a fairly annually for these products with over 500 out-
successful authority on the subject with which lets in -10 states. This situation will be discussed
and similar volumes would be of real interest
they are concerned. This could be promoted in an article in an early issue.
to clerks and students everywhere. Books on
personality phases such as those by Dale Car- into regular advertising channels as well. Many other food sponsors can be named in
negie the volume People illustrated above would From the publisher's point of view, there is addition to the hundreds whose programs are
be immensely popular with all types of au- a great deal to be said in favor of such com- discussed in this issue. In addition two impor-
diences. mercial film tieups. Where pictures are re- tant articles: THE
AND films.AGENCY — II and
Such books would not be difficult to iiilerpret leased for group showing on a national basis, SCREEN advertising's FUTURE will appear in our
in factual films. The sale of the Itooks mi<;ht Ipook tieups may be arranged with displays at next issue.
P/iCfecti04t
A FEtt PROMI!\E!\T
DeVRY
CORPORATION
1111 ARMITAGE AVE. -:- CHICAGO
Cable Address: Hermdevry
New York (Es/ahi,:<hrd unzt Hollywood
FILM STRIPS USED for EDUCATIONAL EXHIBITS
Picturol Library Offcrx Eronomicul Distribution I'lan
including the teachers, principals and superin- frames in length delivered to a school. The
tendents, as well as parent-teacher groups. Society will guarantee an immediate distribu-
tion of 13.092 films, or it will accept a mini-
S. V. E. PiCTUROLS
The surest way of getting your product be-
mum distribution of 1,000 prints. If preferred
by the industry, the Society agrees to bill the
fore these educational groups
through a is
industry at the rate of 100 films per month per
projected picture, and a very inexpensive way
1.000 rolls contracted for.
of securing illuminated pictures is by means
• Let Us Present •
of PICTUROLS (filmslides). picturols are pro-
Your Film Opportunities — duced by the Society for Visual Education. Inc.,
and consist of a series of pictures, charts, or
PICTORIAL CREDITS
Screen is indebted to the follow-
Bii.^iuc^.^
titles arranged in sequence on short strips of in;/ for pictures nppearint)
orf/atiiztitioN.-^
Burton Holmes itself, but as a rule the pictures in the film are
merely numbered in the lower lefthand corner
.\tlas Educational Film Co,; (National
Dairy Council) Burton Holmes Filvus,
Inc.; (Milk Industry Foundation)
Vocafilm, Inc,
and a printed manual is supplied for the infor-
Films, Inc. mation of the teacher. Photographs used in
Page 1.5 (American
Caravel Fibns, Inc; (A & P Coffee
Can Company)
the production of a picturol strip are not Service) William Burton Lar,^en,
PRODUCERS •DISTRIBUTORS Page Ifi (Loose-Wiles Bis. Co.) \'oca-
injured in any way and retouched photogra[>lis Inc; (National Biscuit Co.)
LABORATORY SERVICE film,
may be furnished. Caravel Films, Inc,
7510 North Ashland Avenue P.\ge 20 (United Fruit Co.) Il"c.'.-( Coast
Special School Distribution Service Sound Studios (.\'5') , (Pan-American-
Chicago, Illinois A special distribution service is maintainc<l Bananas) WilUum Burton Larscn;
Telephone ROCers Park 5056 by the Society in connection with picturols. A (Hawaiian Sugar sequence) Dowlinit
iC- Brownell, Hollywood,
manufacturer or association is asked to supply
• The important role played by be off center on the filmstrip. operated by a 1 10-volt 60 cycle at 245 W est 55th Street, New York
the engineering laboratoriesof prin- (5) S.V.E. Rewind Take-Up for A. C. Motor, as regular equipment, City, or write Business Screen's
cipal manufacturers of sight and convenience and protection of film. a Universal Motor for use on both Service Bureau in Chicago for
sound reproduction equipment for This patented device rewinds the A. C. and D. C. will be supplied further information.
the film industry will he the suli- film as being shown and in-
it is without additional cost on special
ject of a new series of articles to serts it a can in proper se-
into order. The Junior Selectroslide dif- Projecting Color
be inaugurated by this department quence for the next showing. fers also from the Standard model
A new type of carbon, said to
soon. Other major editorial devel- (6) Combination aperture masks in being used by automatic control
produce illumination much higher
opments include a 1940 series on for changing quickly from single only and fills the demand for in-
in red ray content than heretofore
Color for the Conuiiercial Fihn. to double frame pictures or vice expensive means of projecting color
available in arc lamp projection, is
versa. or black and white 2" x 2" slides
announced by BELL & HOWELL, and
New SVE Projector (7) 150-watt lamp for brighter pic- as is part of window or factory dis-
is .said to be of major importance
On the market for the 1940 sea- lures. plays, product demonstrations and
in the projection of 16 mm.
son is Model DD. latest projector (8) Simple elevating lever. Conve- the like. Address Spindler and
Kodachrome film.
addition in the popidar Tri-Purpose niently located at the side for easy Sauppe. Inc., <S6 Third St.. San
raising or lowering of the projector. Francisco, for further information. All Kodachrome film is espe-
linemanufactured by the society
cially corrected for projection with
FOR VISUAL EDUCATION, INC. The (9) Hinged lamp house for easy
incandescent light, which is high
only 150-watl projector available, access to lamp.
in red content, and when this film
this machinehas everything the (10) Heat absorbing filter. To
is screened with arc lamp illumina-
projectionist has wanted for show- protect the film, all S.V.E. projec-
tion, which is deficient in red, there
ing 2" X 2" Kodachrome or Du- tors have this essential feature
is a slight coldness of color. With
faycolor slides and 35 mm. film- which minimizes heat at the aper-
the introduction of the new type
strips, either frame or double lure. yet permits maximum trans-
carbon, this deficiency has been
frame. mission of light.
overcome, says Bell & Howell, and
The Model IJD includes the fol- (Ill Handsome carrying case. Fin-
the colors in Kodachrome will
lowing advanced features: (1) New ished in black shark leatherette and
screen in their true warmth and
semi-automatic slide changer. ()|i- lined with green chamoisette.
tonal values. Projection of black
erated entirely from the top. this
Selectroslide Jiiiiior and white film remains unchanged.
important improvement makes
changing slides a simple detail. Spindler and sauppe, inc.,
A'ra' Bell & Hmvcll film .</,
equipped as standard, for greater display purposes primarily. In this American Recono execu-
brilliance, true color projection and model, the ])rojector and the tive, suggests Recono's
sharper screen images sharp to — mechanism are boused in a single exclusive rejuvenation
the very edge. unit, both compact in size, and light process in such cases.
Scratches and other
(3) New positive film movemeni in weight. The slide changer, or
marks of wear, as well
;
control. I^y setting this lever for drum, holds .sixteen 2" x 2" gla,ss
as brittle condition, are
single or double frame pictures, the slides which are easily and quickly
completely solved thru
film is moved down one conqilete inserted or removed. .Any specific
Recono's rejuvenation
frame with each turn of the knob. slide may immediately be referred process. Address Recono
(The knob does not have to be to if required h\ siinpK turning the
)
turned twice for double frame pic- drum by hand.
|i tures. The mechanism has been de- PROJECTOR PARTS
from a precision Iniill 16 mm
1
(4) Micrometer side adjustment signed with an eye to the utmost in Anipro firojccior setup show-
"
for centering ]>ictures which miiiht (lependal.)ilily and while il will be iiui the intrieate meehonism.
Everything ne&6e6 for: — for yoitr ozvn use as zvell as for others. Perhaps in the following list you
will find sojnc additional ideas and icays that Sou>!d-Slidc films can
FILING EDITING HANDLING SHIPPING STORING CLEANING profitably be applied in your b\isiiicss.
dex card for each. Double re- show a Sound-Slide Fihn to one man Sound-Slide scenario with the pro
inforced doors have 3-point
locking device and key lock.
in an organization. The experience and con facts proved the fallacy of
of thousands of salesmen has shown the moves. Try it . . .
MIND — .\ small survey made re- types of clubs both men's and . . .
door, 3-point locking device and geared end rewinders for any siie reels, counter bi cently among P.A.'s brought to women's schools, colleges, uni-
. . .
key lock. Standard finish olive- anced cranks, full grip handles; Griswold sound light some very interesting infor- versities, labor unions, fraternal -^ii
green enamel, baked-on; polished
chrome handles, hinges, etc.
silent splicer; cement holder and applicator.
Complete S3S.00
mation. First: AP. .A. seldom re- cieties, payroll groups, churcli
fers to his voluminous films of groups, etc. Small town shows in
If desired, one or RW-I Geared Re-
SEND FOR CATALO&UC winders. Set, 512 catalogs and printed matter as most empty storerooms on Saturday
more tiers of com-
partments may be left HMi Grisvrold 8 or of this material is obsolete . . .
nights, windows in retail establish-
out providing conve- ? J^JzotZi/cZj (3yy3i 16 mm SPLICER that's why he writes each time for in- ments, police stations, fire stations,
nient shelf surfaces (sound or silent),
formation and quotations. Second: street corners, during the lunch hour
for film equipment. $15.
42«) W. 42nd St. He has several lielpful "bibles" for in factories and other business estab-
reference. However his most im- lishments, fairs, and a host of other
portant reference is the Salesmen's places where groups gather. The re-
Calling Card File in the right-hand sults achieved from this kind of cir-
drawer. The salesmen who impress culation are often astonishing.
him the most are in that file. Sound-
SHde Films have placed many sales- 22. AS A DOOR OPENER—
GENERAL FILM COMPANY men's cards in that all-important
P.A.'s File.
Millions
money
of dollars in time and
has been spent by executives,
agencies and service organizations
19. EXPORT SELLING— Sound- attempting to solve this all-import-
of Hollywood Slide Films have proven powerful
adjuncts in export selling for many
ant phase of selling. It is seldom
that a Sound-Slide Film fails to
manufacturers. The overseas buyer gain an interview for a salesman.
takes pleasure hi announcing or prospect can't visit your factory. It's new unique time saving
. . . . . .
that around the corner to see someone in fact a good solid interview lasting
who is using your product. In many sometimes an hour or more usually
cases your product may he so far follows
Charles L. Glett beyond the buyer's experience that
it's impossible for him to visualize
23. POLITICAL CAMPAIGNS—
it. Sales ingenuity and strategy of During the past few years an in-
Associated companies
General Film Finance Ltd., London
Cartoon Films, Ltd., Hollywood
Crime Club Productions, Inc. Hollywood
24.
effectively
SPECIAL INDIRECT SELL-
and convincingly. ing the information required because
of the human element factor the in- — the Shomnji
ING CAMPAIGNS— u r a n r e n
abilit}- of interviewer to make
the
r.jii)panie>, nudical societies, coun-
I s
his questions clear —
the lack of in-
cils, associations, and other orj;ani-
zations campaigning for Health, Hy-
terest on the part of those inter-
viewed because they cannot visualize
and P'-'>*''*'tLcC
giene, Fire Prevention, Safety. Acci-
dent Prevention. Better \'ision. Bet-
ter Lighting, Home Modernization.
the problem or article and its op-
eration or uses. Try the Sound-Slide
Film method on your next important
^ \T
DESERVES
Travel, Recreation, Prevention "it research job. You'll be agreebly sur-
Cruelty to humans and animals, etc. prised how much the medium will
— and others against Government increase the efficiency and the re-
•^ults of your survey.
Interference, Taxation, unfair prac-
tices, and policies, slums, false rum- 30. FUND RAISING CAM-
ors, etc., are using Sound-Slide Filnis PAIGNS — Community, charity or-
before clubs, lodges, organizations, ;^anizations. churches, public institu-
church groups, schools, and their tions, colleges, associations, in fact
own <'rs:ani/ations. any group or agency interested in
25.TRAINING EMPLOYEES raising funds will find the Sound-
Slide Film their greatest sales aid.
FOR SPECIAL SERVICES—Air- Most funds are raised by volunteer
line hostesses, railway employees,
solicitors who have little or no con-
hotel and restaurant waiters, bell-
hops, ta.xi drivers, collectors, in fact
ception of the need, use or a<lminis-
wherever there is a group in the em- t ration of the moneys collected.
ploy of your company whose duties Misrepresentation and unfair advan-
tages taken by solicitors are almost
are approximately the same in all
entirely eliminated when your entire
parts of the country, Sound-Slide
Films have proven the most eco- story and appeal is made with
nomical and effective means of train- Sound -Slide Films. Expensive
ing them.
travel, literature, correspondence,
paid help, and controversies arc
26. OFFICE SYSTEMS AND minimized. Specliy
FORMS — Most large organization-;
31. CONVENTION AND EXPO-
have never been able to train their
SITION MEDIUM—
Here is a place
employees and representatives to
correctly use their various office and
business forms. Also branch ofl^cc
systems are generally changed to
where
pects'
comiietition for tlie pros-
tiie
attention is keen and your
story must be told dramatically, con-
SLIDEFILM
meet the ideas and opinions of in-
dividuals who have no conception of
the confusion, mistakes, costly cor-
cisely and in such an interesting
manner that it will compel and hold
attention. Sound-Slide Films will
do exactly that and in addition free
PROJECTORS
respondence, time and expense even
the slightest deviation from standard
home
the sales presentation from the limi-
tations of an exhibit booth show- — ...THE STANDARD AMONG
practices costs
Sound-Slide Films are being used to
correct these situations with excel-
the office.
ing manufacturing processes, instal-
lations, uses, testimonials, the com-
INDUSTRIAL FILM USERS
plete line, etc. .-Mso the story is told
lent results.
SALES POLICIES — each time completely and with the For More Than 75 Years
27. During same enthusiasm allowing the at-
the past decade the sales policies of tendents to conserve their energy Built upon time proved principles, S. V. E.
ahnost every company have been and time for the more important
changed materially. Now, with the work of closing the sale. Slide Film Projectors can be relied upon to pre-
various Fair Trade Laws, unfair
competition, hand to mouth buying,
32.STATE, COUNTY AND MU- sent your films always at their best. The de-
and other trends, both the salesman
NICIPAL AUTHORITIES — One
and manufacturer are continually on
• the most
if needed yet most neg- pendability of S. V. E.equipment is not a matter
lected jobs is that of acquainting
the spot. Several manufacturers are
Mr. John Q. Public with: of conjecture. It has been demonstrated by
enlightening their sales forces, job-
(a) How his tax money is spent.
bers and dealers with a clear-cut
fb) The use of the various facili- 100,000 Projectors in the service of leading film
statement of their sales policies and
at his disposal such as
the reasons behind these policies
ties
public parks, museums, play-
users over a period of more than 15 years.
through the medium of Sound-Slide
Films with a large measure of suc-
grounds, recreational facili- Specify S. V. E. equipment for your slide films.
ties, the schools, etc.
cess.
(c) His responsibility with regard S. V. E. Projectors are standard equipment in
TRAINING CONSUMERS
28. to public safety —
traffic rules,
leading sound slide film
HOW TO USE, OPERATE OR accident prevention, fire haz- all units.
CARE FOR YOUR PRODUCT— ard elimination, police and
Tliis one of the main sources of fire protection, garbage collec-
i>
grief for both the manufacturer and tion, and other sanitation
Wriit- for "Hon- To Show It"!
retailer who sell products which re- problems. slum clearance, Send today for descriptive literalure on SVE
Slidetilm
quire extensive and somewhat com- beautifying the city. etc. Projectors and the many ways in which they are being
plicated direction booklets or manu- (d) The City Code and Laws. used in industry. Also ask lor name of nearest dealer.
als. Sound-Slide Films have become (e) Future plans and objectives.
a helpful auxiliary aid to explain to (f) Work of Board of Health; its
the user {most of whom ignore the clinics and facilities.
direction sheet) with words and pic- (g) Training police, firemen, SOCI€Ty fOR VISUAL €DUCflTIOn. IRC.
tures the various points about the building inspectors, garbage ICO CAST OHIO STR€€T • CHICAGO - ILLinOIS
care, use and operation of products. collectors and public servants.
prise you. Mr. Glett brings to General and. with MR. J. H. booth. General
perience, which includes every visor of all B&H sales activities and
DOWLING ond BROWNELL known type
from cartoon animation
of screen presentation
to the mak-
dealer relations.
J. LAWRENCE GOODNOW has been
6625 Romaine Street • Hollywood, California
ing of feature pictures. appointed Manager of the Personal
General Film Company, headed Equipment Division of the Bell &
by Lawrence W. Fox. Jr., is actively Howell, .\fter graduating from the
engaged in the production of the- University of Chicago. Mr. Good-
atrical features in Hollywood for now accepted special military duty,
several of the major companies. In .serving as Lieutenant of Field Ar-
part of its theatrical operations. ing the army for civilian life, Mr.
General Films makes available to Goodnow joined Bell & Howell two
its clients the companys experi- years ago as Assistant Manager of
enced staff now engaged in feature the Personal Equipment Division.
production. To his new responsibility Mr. Good-
General Film's New York Office now brings the well-known army
will also represent an associated training in attention to detail, tlior-
MOTION
f\
„...
^.C.A-
1../"^""'"""
^ Jam Handy Appointments
In three recent additions to the
from
A third personnel
& Howell concerns C\RL
Bell
SCHREVER who now becomes Dis-
announcement
MOTION PICTURE
DIVISION OF NATIONAL COUNCIL Y.
BUREM
M. C. A.
Flint Journal has joined the writing
staff; and Stanley w. Williamson
tional Divisions, the B&H New York
branch office, and the Personal
has been transferred from New Er|ui|)nient Division, of which he
NEW YORK CHICAGO SAN FRANCISCO
347 Madiion Avenue 19 S. LaSall* Street 351 Turk Street
York to Detroit as assistant head of Has Manager at the lime of his
ickiil Iraining. iii'w appniiitini'iil.
was a pleasing enough idea, with was vivid proof of the power of a
enough pictorial and action possi-
bilities to make a good film but it —
motion picture in causing a lasting
impression, registering the story in
ALWAYS FIRST to
could have been made bv any one such a way tliat people remembered
of twelve manufacturers
different it was not merely a picture about ACHIEVE THESE MAJOR
simply by changing the name on the operations in that certain industry
package. Mind you. I'm not say- in general, but that
particular product which was being
it was "their'" 16MM ADVANCEMENTS
ing that it's not possible to adapt
one idea to the needs of twelve dif- displa\"ed.
ferent organizations and do a good This executive
brought out an- ^^ODEL 40C, designed particularly for Industrial
job for each, but in that case the other fact about
interesting his and sales work, combines the greatest economy,
company's experience in exhibiting sound and picture
MATCHED
adaptation is much more important easiest portability, finest clarity,
ATTACHMENTS
to the prospective client than the their motion picture. In two years' and trouble-free operation ever produced In l6lvlM
There is as yet no formula to sonnel and that of their own asso- large auditorium requirements — as well as both Silent
enable a user of motion-pictures to ciate representatives, a total of
And VICTOR absolute
and Sound Films. only has
determine just what should be the 800.000 people had seen the film. TURNTABLE
Film-Protection, and many other advanced features.
j>roper mixture of entertainment His breakdown of showings was A Record Turntable to en-
Model 40C complete, ready to operate priced at hance your sound or silent
and selling. (And maybe tho.se of interesiing.throwing considerable pictures with entertaining
$275.00. Write today for the new VICTOR Catalog music either before, or
us who get paid for working out light on the subject of how many during your show. Plug in
and latest business applications.
the prescription in each case should arrangement.
people can be covered with an indi-
be thankful! I But one thing is cer- vidual copy of a film. To cover the MICROPHONE
tain. You've got to put in enough showings to date with the number VICTOR A Public Address
System by plugging
Selling to sell: otherwise the spec- of copies available meant that the in a microphone
*^ ANIMATOGRAPH announcements,
f
for
tator may be entertained in royal average audience had consisted of lectures, outside
fashion — but he won't buy. And fifty people and that each copy of CORPORATION entertainments, etc.
Other VICTOR
"buyers" are essential to the fu- had been run approxi- Matched Equipment in-
the film cludes plug-ins of multiple
ture of commercial motion-pictures. mately 225 limes. DEPT. E-l. DAVENPORT. IOWA speakers, amplifiers, radio
and recording units.
—RALPH SCHOOLMAN —P.4T nOWLING
DISJ RIBUTORS T HROUGHOUI THE WORLD
245 West 55»h $. Telephone: Francisco. Offers selected industrial film sub- fect material offer added ^'box-office" material
NEW YORK CITY Circle 6-3«B8 jects to organizations and schools. Also ex- for such programs. Program chairmen will also
tensive ".short" subjects, either sound or find these sources convenient and economical.
silent on sale basis. Associated Film Enterprises, 244 W. 49th St..
Modern Talking Picture Service. Inc. Execu- New York. Offer stellar musical "shorts"
PROJECTION SERVICE tive offices at 9 Rockefeller Plaza, New York featuring Bing Crosby and Donald Novis.
City. Licensees in 80 principal U. S. Cities. Available on outright sale for as low as $17.50
DHers first-run feature attractions (such as per sound reel. Good general material of top-
A COMPLETE! the all-Technicolor Middleton Family at the rank entertainment value suitable for all
MOTION PICTURE DISTRIBUTION SERVICE New York \X'orld's Fair) on a free-showing types of showings or in combination with al-
In all phases for Theatrical and non-theatrical pic- basis: also offers a very extensive library most any business film.
tures. The non-theatrical service includes supplying
of salesman training subjects on rental basis, Bell & Howell Company. 1801 Larchmont
projectors, screens, operators, etc.. and transportation.
('omplcte projection service by highly trained .\\e.. Chicago: New York; Hollywood; Lon-
King Cole's Sound Service, Inc. |)rojectionists with modern equipment in- don. Filmosound Library contains thou-
203 East 26th St., N.Y. C. Lexington 2-9850 cluded. sands of sound and silent film subjects on
Motion Picture Bureau, YMCA. 347 Madison economical rental basis. Write for extensive
Avenue. New York City; also 19 So. LaSalle catalog to Dept. BSl-40.
ASSOCIATED
ENTERPRISES
FILM Post Pictures Corp.. 723 Seventh
Ave., N.
tive
Y'. Specialist in informa-
educational reels, also enter-
year served to build a well-knit or-
ganization. Several new members
taining shorts, travelogues, car- have been recently added to the
WRITE FOR FREE ILLUSTRATED CATALOSUE
toons. Write for illustrated founders grou|).
244 West 49th Street Dept. B New York, N. Y. lit-
erature.
132]
Business Sirken
BUSINESS SCREEN'S NEW FILM LIBRARY GUIDE
• Hkhk Is the First of a series of convenienl gion. caravans, wild riders, priests of the Islam
review lists of available non-theatrical films, and fakirs is pictured in a calm and whipped
especially suitable for groups to whom commer- by a storm.
cial subjcrts are offered; \^0RKSH0PS OF Old Mexico. 10 min.. 16 mm
sound. $27. or Rental. $1.50. by Gutlohn. Suit-
MUSICAL SHORTS
Major Bowes Amateir Hoir 16 mm — sound.
able for \^ omen's clubs. Service clubs
students.
or
NO PICTURE CAN BE BETTER THAN THE
Available from Commonwealth Pictures Corp..
729 Seventh .\ve.. New York City.
—
Review Notes Mexicans at work on pottery, SCREEN ON WHICH IT IS PROJECTED
blankets,and leather goods. • Raven Screens tcere used exclusive-
Review This is a recent Hollywood
!\'otes:
ing and scrimmage, all analyzed by the slow mo- wire, phone or write.
/\n ultra-modern tion camera.
PAUL HARRIS PRODUCTIONS
Ski Revels. 16 ram or 8 mm. by Castle Films.
hostelry in the Suitable for university students. Junior Cham-
440 So. Dearborn Street
Chicago, Illinois
Harrison 3986
are
hold the showing.
in constant use.
HAS EVERYTHING! it is essential that tentative dates be confirmed
* LOW PRICE • FOR SOUND OR SILENT FILMS • FOR
PUBLIC ADDRESS OR PHONE • FULL POWER AMPLIFICA- with your Esso salesman.
TION 12" HEAVY DUTY SPEAKERS • REELS TO 16" • RE-
•
Whenever E.sso Dealers have S|)onsored show-
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< PERMANENT CARRYING CASES • LICENSED— WARRANTY ings of Esso Marketers films they invariably
Low in cost, Universal 1 6MM have won eood will. - -Tlir Esso Dfnlrr
Sound Projectors offer you all of
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WAY
is
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DETROIT Ai/i JHUiei.
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ifl FIMR SETTIK
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SHO\^. DEALER MEETINGS OR RADIO BROADCAST
House and Civic Theatre \\ill affirm the convenience and com-
pleteness of these ultra-modern auditoriums. Equipped to meet
the most exacting requirements of radio, motion picture or stage
presentations, these theatres are ideal settings for your applica-
^ i R T U HJ C k E K » H 111
THE CIVIC OPERA BUILDING AT CHICAGO'S BUSINESS CENTER
^ Major radio broadcasts on nationwide hookups emanating from (Chicago have been presented
uith increasing frequency from the stages of the Chicago Opera House and the Civic Theatre. Here
applauding thousands attend these invitational performances. Skiilfullv staged sales and dealer
meetings featuring playlets and motion pictures are features for whicb these superb theatres are
ifleally Food and sports shows combining booth exhibil> with stage shows arc held in
equipped.
ihc lobby and auditorium of the Opera House. Pageants, concerts, musical comedies and the Opera
are seasonal features which distinguish the stages of lioth theatres. Here is a typical listing of or-
ganizations which brought their patrons, customers, or dealers to the world's finest theatres:
Illinois Belt Telephone Co I'aultfhiteman BroadruM Horace Heidi itemite Shotr Armour & Company Broad
Herald & American Spnrl* Ruth Lodse for Crifi.l-I Strift iind Company rati
Shour ( hildren \„l„.n.,l Ten r»m;..int Wn./c & U i-; Club 1, of
/.ionist Organizaiii>n ( antinenml lltinais Hank hni-hl^ of I olamhus Penn
ConstituUon Day Pagfant Club ( hicaiio Teachers' Federation I niiersily of Illinois
Sleicart ff'arner Corporatii Parker High School ( hica^o Medical Society B'nai Brith
t niversity of Chica^it
Magic Key of R.C.t. Br»«. Hal Kemp Broadcast Society of St. Cermaine
cast Hellenic Orthodox f h.irrh ford Motor Company Bro.,d- Standard Oil Company
littneral Electric (intipiiny I. ink Belt Company Pnbst Blue Ribbon
Broadcast U,.rrM B. Sarft* Triantite Ctuh II «,n</..r Bread BroadcaU
kK«
Ai/t^ress .
PRICISION-MADI BY
PLCS-X SUPER-:
for general studio use for all difficult shots
BACKGROUIVD-X
for backf/roumls and general exterior Mtorh
.-siA.
Frank Lloyd Wright Specified
ELECTROL SCREEN
In the 250 seat theater of the new, modern plant of S. C. Johnson &
Sons, Inc., makers of Johnson's Wax, Racine, Wisconsin, the electrically ELECTJ^OL
operated Da-Lite Electrol Screen provides maximum convenience.
blackout of all the lights. phenomena. no challenging the value and re-
The boys were pretty sore about Attributing the steady but rapid sults certain to come to the spon-
it too 'cause enough is enough. increase in the use of visual in- sors of Refreshment Through the
Nuts tothem dinosaurs and words struction to the increase of rural Years (Coca-Cola); These Thirty
lo that effect. Things cooled down electric power and the growth of } ears (Armstrong Cork): Blame
quite a bit though when they interest in motion pictures as an
It on Love (Hotpoint) ; and almost
learned they'd been in an honest- easy but impressive way of teach-
, To THE Bakers field {Cal.) Re- twenty other major productions al-
to-God earthquake. ing, Mrs. Moore sees a need for
publican goes Camera Eye's award ready on the credit side of the
from the lighter continued expansion of the work.
for this folksy tale A isual Case History
I industry's ledger for 1940. There
Types of visual instruction in-
side of the business:
The march of the motion picture clude, in and
addition to silent is a note of guidance for the user
"Mixed Drinks" might be the into the class rooms and club sound film, lantern slides, mounted considering this medium in the
title of an odd experience of Shan-
rooms of the State of Texas has flat pictures, sterographs. music fact that every one of the above was
non Baker, of Lane- Wells, one tripled in the past decade, figures recorcls and slides. The bureau is turned out by an experienced and
evening recently. With a movie
competent productional organiza-
machine and picture film of the
company's Eleclrolog he set out to tion. Trade papers: please copy.
exhibit it before the Kern County
Mineral Society's monthly meeting. n ords and Comment:
Arriving with his outfit he set it
up and ran the picture. After the
Business Screen We're due to break the silence
THE MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS again on April 8lh at Peoria where
applause he was asked by the
assembled members of the Peoria
chairman of the meeting how he
Advertising and Selling Club will
had chanced to come.
hear about the business of business
Investigation brought out that Cover: In Production for the Hotpoint feature
"Blame On Love" films from us. This is the first of
he was in the wrong building and It supervision Maxon. Inc.
the wrong meeting: and that 60
a new ad club talks and
series of
Wanted: A Map of Darkest Africa 9 will probably merit the little com-
members of the Mineral Society
Visualize Your Markets 11 ment printers put on memo pads:
were waiting for him at the Coca-
The Audience Is Waiting 12 ''don't say
Cola Bottling Company's building it, tcrite it!"
Building, Phone Murray Hill 4-10-34. Jack Bain. Eastern Advertising Mgr.
Story of Lucky Strike to the as- .Acceptance Htidcr the .Act of Jtaic 5. 1934. authorized February 20, 1939. Personalities in the ISews:
sembled studio audiences. \^lien
numbers.
—
Issued 8 times annually plus 4 special numbers. Subscription ?2.00 for 8
Foreign $3.00. 50c the copy. Publishers are not responsible for
:
:
it is considered that additional the return of unsolicited m.s. unless accompanied by stamped, self-addressed T. c. and a group of
ROBiiNSO,\
return envelope. Entire contents Copyright, 1940," by Business Screen
entertainment is generally offered Magazines. Inc. Trademark Reg. U. S. Patent Office. associates have announced the or-
such audiences to overcome the ganization in Chicago of a creative
briefness of the broadcast period, and merchandising service for film
the benefits of these sales educa- sponsors. ED. LAMM is the new
reels easy to appreciate. released this month by Mrs. a branch of the University's exten- general sales manager of Pathe-
tional is
Charles Joe Moore, director of the sion division.
scope (New York City). We're
Lights, Camera, Action! visual instruction bureau at the
Progress of the Industry: happy to see H. c. christensen of
Les Sholty. the Maxon agency University of Texas, reveal.
Sound Studios (New
\^'est Coast
exec who supervised production of Reports from 3.404 users of bu- Observers of current style trends
^ ork City) back in action again.
Hotpoint's swellelegant new fea- reau films show that 1,027,542 will be glad to learn that the Fay-
Miss Brassiere Company of New WILLIAM c. REAVis of the Lfniversity
ture Blame It On, Love, reports that people saw 10,906 presentations
four months York is helping things along with of Chicago is chairman of the
tilings were moving rather bri.skly during the last of
1939 alone, Mrs, Moore said. a new document entitled Beauty in Second Midwestern Forum on
at the Hal Roach lot while they
An average of more than thirty Bali. Jack, the printer's son. notes Visual Teaching Aids to be held
were out there shooting year last
shipments are made from the bu- that this shows an uplifting trend at the Hotel Morrison in Chicago
One of those prehistoric animal
epics was being put together cm a reau daily to educational, civic in the industry. on ,\pril fifth and sixth.
Business Screen
[6] ;
i
* In.stiliilc of Life Iii>.tiraiicc
'
CHICAGO
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HOME MOVIE PROJECTOR 16 M M SILENT MODEL "KD" KD"
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175j
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Sound Speed Only. ... 275j M oilel "VA". withoiit Reverse-St ills $295^ S till Pictures and Reverse 345J 365j
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ADDRESS SYSTEM, MODEL PAL-I
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FILM MODEL "AA'
SOUND-ON-FILM "AA" I I Low Priced Classroom Model
Provides Vol lor Audiences .-, ^ r^ Mounted on Ampro Piojecto: Tn-Puipose Amphter and
4210 J up to 10,000. Omplilier only . . 140 Stands
] Projector Stand
af~s;|HOSF. HARDV SOULS who dared the steam- most group-minded nation in the world: thus national interest of a quality-conscious public
s^^ iiig jungles and fever-ridden swamps of offer tremendous natural facilities for the dis- without recognition of minimum standards of
the Dark Continent a century past have nothing tribution of screen messages. The sponsor's production on the part of the buying sponsor,
on tlie well-meaning business man who sets need for definition of his products and policies the advertising agency, and the industry itself.
out to explore the trails to resultful use of this is no less intense than the publics thirst for
The .situation is crying for a Code of Standards
commercial film medium. education. In the currently widespread con-
that will bar forever the chiselers and amateurs
sumer movement lies the greatest opportunity
Here is a medium that offers the most convinc- who so tragically muddy the waters for the
for the realism and completeness of the motion
ing power of any form of idea communication inexperienced buyer. The unavoidable deadly
picture to serve for betterment of business and
known to man. Within a few decades of its
parallel of the Commercial Film industry is
the public and thus, of The American Way.
first practical application, the film has risen
that, as in Hollywood, there are comparatively
to a position of cultural and commercial dom- few production organizations with creative and
But inevitable tragedy awaits those who under-
The goal is worthy of their effort. We are the Screen cannot achieve its rightful place in the powerfully and pleasingly interpret. 0. H. C.
»l
aA\eO' ^?tov
StWO^i
"// Business Screen has itnij single edifuritd uim thai iivss. There can be no monopoly on a medium which can so
stands foremost it is our everlasting desire to see the true powerfully interpret the life around us at a time when
greatness of the film medium realized by American hvsi- such explanations are vital to the future of our democracy."
—O. H. C.
achieved tlie finest possible definition of his from $1,500 a year to 84.000 a year. Fewer measurement of the nation's markets.
products or ideas in the production of a film, than four per cent of the families in the country
What About Film Distribution?
the sponsor will logically ask, "where is it going had incomes of 84.000 a year or more. Natur-
How closely this ties in to make films an
"
lo he shown? ally, spending ratios were of corresj)onding
economical medium is easy to see. The one
In an earlier phase of the medium, the size. It is these groups the advertiser \alues.
handicap faced by the picture medium is that
novelty and sweeping appeal of the first sound Markets Have Dimensions of getting the projector and print to the audience.
Today, with national distribution of films before the right kind of audiences.
factors of population and spending power. In
possible on a scale undreamed of a decade ago. The clinching factor in this is the receptive-
other words, scattered markets within a single
the sponsor is faced with thi- necessity of select- ness of important influence groups toward films.
county make that county far less desirable than
ing film audiences and the knowledge of who amount Well-produced film material finds waiting
one compact market grouping the largest a
the film is going to reach and their relative place on the program of most clubs and lodges.
of spending power around the smallest number
imfiortance in relation to the film's purpose are (Correspondingly these organizations also
of sales outlets. fit
luiH as important as the film production itself. the pattern of buying power required.
Accordingly, Liberty finds that only 927 of
Where Are the Bivers.'
the country's 3.070 counties offer profit oppor- \\ HAT Is the Cost Per Showing?
The sponsor is thus faced with the more im-
tunities, while 2.143 counties are characterized It is not the physical cost of projection and
portant side of "visualizing"' his market. If he
as the "Business Desert." "Only when people, service with which the sponsor will concern
is like the majority of national producers of
spending and selling cost are considered in re- himself. Advertisers have long ago learned to
goods and services, two recent surveys of im- lation to each other is a market measurable in disregard the physical price of the medium
portance will guiile his thinking in consideration terms of profitable sales operation," the Liberty unit purchased, whether it is an advertising
of factors affecting film distribution.
page in the Saturday Evening Post or a national
The first of these is the newly issued govern-
broadcasting period. The price that matters is
American families lived on an average of only Here is where films deliver the conclusive
Su26 a year in 1935 and 1936. This survey also evidence. For periods ranging from one-half
discloses that the highest five per cent in the
lo two hours in length, showings have cost as
income bracket had 27 per cent of the national little as three cents per person.
income and that the highest one per cent had Publication of these facts in ensuing issues of
l-l per cent of the income. Business Screen will help to bring to the spon-
Those who live between these highs and low- sor's mind the potentialities and the profit in
in our economic family, about thirty jier c.-nt the suggestion — / isualize } our Markets.
W rrf' ^ >
.w-/'^
• It may be that Advertising will hear, in the significance. And the voice with which she other educational material, carry into the
Consumer Movement, the voice of its own addresses Advertising — the buyer's purse — is schools of the generation of tomorrow an in-
conscience. much more meaningful than the speaker's gavel. teresting story of the part that science and in-
In its emphasis on the primary importance of That plea, heard in a thousand women's dustry have played in creating a more abundant
Salesmanship, Advertising may persuade its clubs and town forums and spoken in sincerity, life for those who are fortunate to live in this
audience away from the traditional initiative of is simply that Advertising return the long- great country of ours. . . . After all, it is our
Buymanship: by its own convincing power and cherished prerogatives of [buymanship. It is own fault if three-fourths of the teachers in our
the sheer weight of numbers it has proven, all being heard and acted upon in some cases schools and colleges have never been inside a
too often, that repetition, entertainment and through government intervention, but in most factory."
emotional appeals are sufficient to win custom- part by the initiative of the manufacturer him- Here, then, is a first basic opportunity for
ers and make sales. self. Taken in another way, it can be said that consumer education. Definitely not a field for
But there are those in Advertising who Madam Consumer doesn't doubt the advantages commercial advertising, the schools of America
acknowledge vague and formless mass
that the of the Cellophane wrapping but she'd like to do need and want straightforward expository
of opinion and inquiry which makes up this get inside the package just the same. motion pictures with real educational value.
so-called Movement has some very real justi- So advertising has a worthwhile and much-
The length of such pictures need not exceed
ficationswhich offer both a challenge and an needed educational story to tell for American
twenty or twenty-five minutes (the same length
opportunity to Business. Business. That it needs to take the Consumer
is preferable in the club field) which fits the
Public "inside the package" and into the mak-
The very principles of selling success that average school period. They require no lavish
distinguish American advertising enforce upon ers factory has been made apparent through
sets or other luxuries but should respect the
the growing unanimity of Consumer appeals.
it a hit andrun policy which aims to reach educational standards which both pupil and
The sincerity and good faith of such action will
the greatest number of prospective buyers in teacher will recognize.
appeal to all who know the fascinating interest
the shortest period of time. Such a policy leaves
of these typical stories of modern business re-
neither the space or time to deeply implant the Extent of Projector manufacturers and edu-
search, improvements and its contributions to
maker's integrity or to explain the complexities (national bureaus will agree that
modern living. The opportunity is broad in Dislribulion
of f)roduction and distribution which may. in the census of 16mm sound pro-
scope and potent in possible results. Let us
reality, have been the very elements which made consider the methods through which jection equipment now in use in all schools
it can be
the product and its low-cost possible. achieved through use of films. throughout the country does not total over
The Consumer does not doubt this. No one 6,000. But the units serving large school sys-
Reaching Tomorrow's Customers tems in Chicago. New York. Detroit, and other
will confuse the attacks of self-appointed advo-
cates from various interest groups or so-called "We must. " said Lewis H. Brown, president metropolitan centers greatly increase the num-
research organizations as representing the of the Johns-Manville Corporation in address- ber of pupils reached and it will be safe to
viewpoint of the general Consumer public. But ing the Association of National Advertisers estimate that well over fifty percent of the
the housewife's complaint is, however, of real several years ago, "with moving pictures and secondary school population of 6,300,000
WAITING..
MATERKST MN CO^Sl^fEn EDI 0\\TiO\ AFFORDS REAL
i\ATMO.\AL
OPrORTlWtTY FOR OlTSTA\Dt\li RlSt\ESS FILM M'ROGRAMS
can be reached with a sound film edited ac- tion can reach a tremendous proportion of the Several methods of reaching these organized
cording to proper educational .standards. audiences. Fully twelve thousand theatres are groups are available to the prospective sponsor.
\^here the program is of real value to the reported to have shown films issued by a single The two most important prerequisites are sim-
schools, projection serWce has been glady pro- government bureau: totals from seven to ten ply: lal Careful selection of really worthwhile
vided in addition to the use of equipment al- thousand are regularly reported by other spon- groups, and ibi The most economical and
ready owned and. on the other hand, sponsors sors. Such films are furnished to the theatres efficient means of reaching these groups so that
may find it economical to gain time by furnish- without cost and it is not surprising that they are an exact check on the quality of showing, num-
ing both operator and film through some form popular with managers, particularly when the ber in attendance and possible further contribu-
content material exceeds the interest of those tions may be made. These last will include the
of projection service.
offered on a rental basis. distribution of literature, questions and anstvers,
Edlcati.nc the Adilt Consumer sampling, dealer introduction where proper,
Selecting Influence Groups
Of immediate and primary importance to and taking sales inquiries from the audience.
.Advertising is the job of reaching today's Con- America is from the stand-
well-organized These are the ways which films reach such
in
sumers. .\s in the consideration of all other point of men's and women's groups of every audiences: 111 Projection by professional serv-
media, this is mass audi-
either a selective or a character. Business Screen's own current sur- ice or by company representatives, i.e., in this
ence problem. Selective distribution would vey of the organization field reveals that a total case the sponsor supplies film, operator and
aim at principal "influence*' groups of men s of eight million members belong to nineteen projector and gains the advantage of having a
and women's organizations, of religious bodies national men's service clubs, and general men's representative present. 1 2 1 Request bookings
and service or commercial organizations. In groups of lodges. In the field of national from library sources. A national distribution
the most group-conscious nation in the world women's organizations, ten leading groups have library receives group requests and forwards
this task is not at all difficult. Here, again, it is a totalmembership of over four million. These the film. The organization making the request
preceded by the supposition that the film will naturally do not include many millions of supplies the projection.
he produced like the pictures shown at the church members who assemble for social eve-
neighborhood theatre and respect the audience's nings at which the best educational films are Consider the Rur.\l Field
generous allotment of time. acceptable: nor the thousands of local clubs
The other half of the field involves the dis- organizations in towns and cities throughout Because its problems are different from those
tribution of suitable material through the the L. S. where films are looked upon as a real of the metropolitan market, the rural field
theatres themselves. Beyond the consideration incentive to attendance. deserves separate consideration. Its importance
Some remarkable records have been achieved to sponsors directiv interested cannot be under-
of the clientele of the theatre and its general
neighborhood such distribution cannot
setting, by commercial sponsors. Programs of the estimated, especially in the light of the en-
eyerhaeuser Lumber Company. Hiram Walker. thusiastic reception accorded films at all types
be nearly as selective. It depends very largely Vi
on the acceptabilitv of the pictures themselves General Motors. Household Finance Corpora- of showings. The large agricultural ma-
to the theatre operator. tion and W estinghouse are typical of those chinery manufacturers favor the method of
Films properly edited for theatrical distribu- which have enjoyed very widespread acceptance. (Please turn to Page 24)
—
Si'llitu/ keynote of "Blame It oti Love'' is this broadcast studio scene wherein an electrician (Frank Faylcn) exf'lains lo
admirino sinqinq star (Joan Marsh) and aqent (Al Hernwn) the basis of the produefs leadership
HOTPOINT
• ThK 1'R1N(-II'AI. INCRKDIENT of
nkim
sumer audiences of women brought
PRGSEIT
city's leading wealthy families, are
the 19)0 dealer program sponsored together through local directniail. deeply in love. Jeff's mother is bit-
hv the Edison General Electric newspaper advertising and store terly opposed to her son marrying
Appliance Company is not the ex- promotion. These showings, ac- a "swing" singer, but the two
cellent motion
feature picture. complished through rental of thea- youngsters elope anyway. Terry
Hlunie II on Love, which the Com- tres during the "dark" hours of the tries hard to make a real home out
pany has produced for the benefit morning or afternoon, will be fol- of their apartment but it is soon
of more than 10,000 Hotpoint lowed by bookings to organizations evident that she's about the world's
dealers. The picture and its ac- and schools. worst housekeeper. She can't cook,
companying commercial short sub- To L. J. Sholty. vice-president doesn't know how to buy. and
jects on the refrigerator and range of Maxon, Inc.. Hotpoint's adver- has a special gift for untidiness.
products, together with its lively tising agency, to Wilding, the pro- Terry is embarrassed and un-
music, capable and smooth
cast ducer and to Hotpoint's executive happy at her obvious housekeeping
direction, is a "climax" element personnel concerned with the film, imperfections, and worried at Jefl's
in one of the most thorough cam- goes the credit for its excellence. preoccupation with his invention
paigns ever based on a film theme. The Story in Detail a radio-controlled airplane — with
Throughout the country this Blame It on Love is the story of which he hopes lo make a fortune
Spring. Hotpoint dealers in the Terry Arden, beautiful featured for the two of them. On the olher
Company's twelve national dis- singer with a swing band on a pop- hand. Jeff is discouraged at his
tricts, will present theatrical show- ular local radio station. She and failure to secure financial backing
ings of Blame ll on Love to con- JeflT \^'adsworth. son of one of the for the airplane idea. A particular-
RiisiNE.ss S(:ki:i:n
114]
i
PLUS "BOX«FFI<E" as well as Charlie Chan on Broati-
* In Hlanic It on Love the spon- uiiy. and Lije Begins in College
sors have brought out the primar\ with the Ritz Brothers.
importance of intelligent casting and John King plays Jeff Wadsworth.
direction. For the picture's "'box- He is featured in The Gentleman
office'" appeal lies in its fine cast, From Arizona, and was seen in
the "hit''theme song and its capa- Three Smart Girls, The Hardy
ble dramatic and musical direction. Ride High, and The Road Back.
Dramatic sequences were directed Nella Walker has the part of Vir-
by Wallace Fox, formerly with ginia Francis, the Hotpoint home
RKO. and all musical sequences economist. She has played promi-
were under the direction of R. Le- nent parts in such pictures as
Borg. who directed There Shall Be .Swanee River, These Glamour
Music, starring Jascha Heifetz. and Girls, Jf'hen Tomorrow Comes, and
httf'rmezzo. Marvin Hatley. top the Three Smart Girls series.
llighl Hollywood composer and con- Other principal players include
ductor, has written a special theme Cecelia (Cissy) Loftus, famous
song for which the picture is named. dramatic star of twenty years ago,
The song is called Blame It All on seen most recently with Bette Davis
Love, and promises to be a hit tune in The Old Mai<I, and soon to ap-
this spring. Mr. Hatley also super- pear in a new picture starring
vised special musical arrangements Deanna Durbin; Morgan Wallace,
for the picture, and conducted the uho was prominent in Union Pa-
orchestra during recording of musi- cific. Fury, and .Alexander Hamil-
cal sequences. ton: Marv Forbes, well known for
A CAST WITH ""BOXOFFICe" her portrayals of "society matron"
The picture has afine emotional |iarts: .\\ Herman, a newcomer to
ending. Joan Marsh, who stars as pictures, formerly a vaudeville and
Terrv .'\rden. the heroine, will be Greenwich Village Follies head-
remembered for her excellent work liner, and Frank Faylen. who has
U
miME IT fl.\ LOVE (.Ahnvc) E.vploihitu'ii
PLUS EXPLOITATIOIV
iiialeriats prepared for Hotpoiut^s dealers.
& AD^'ERTISIIVO
h trying day begins with a break- ducts "The .Modern Home of the
fast that'sworse than usual, fol- Air." Virginia soon notices Terry's * Hotpoint will assure attendance release material and a guide book
lowed by another turn-down for lack of housekeeping ability, and at the premiere showings of Blame will be offered dealers at low cost.
Jeff —
this time from his own father offers to help her. Big feaure of It on Love through a cooperative The use of these will be stim-
and the Board of Directors. Jeff, "The Modern Home of the Air" program of local newspaper adver- ulated through Hotpoint district of-
goaded by his own disappointment, program is an electric cooking tising, the distribution of literature fices. Showings will also be held
unwittingly taunts Terry about her school, featuring Hotpoint Meas- and local tieup advertising. The before employee groups of large
failure as a cook. The resulting ured Heat. The entire cooking details of these appear in the panel public utility and department store
quarrel brings the picture to a school is shown in the picture — at above but it may be added that a sections. Only local advertising
splendid dramatic climax. Terry the point where Terry determines dealer promotional package consist- will receive any tieup, however,
and it would seem that their
leaves, to become a homeraaker. ing of flyers, mailing cards, dis- since it is obviously impractical to
romance is dead —
from lack of Because of the simplicity and
play signs, admission tickets, press discuss the film in national copy.
nourishment. convenience of the Hotpoint elec-
She finds a spot as singer on a tric range and refrigerator, it isn't
new radio program "The Modern
— long before Terry is turning out
Home of the Air." featuring the meals fit for a king. Of course,
Hotpoint Electric Kitchen — a coast- she loses no time in having Hot- KESULTS
to-coast broadcast, with tcle\ision point equipment installed in her
hook-up. own kitchen. Seemingly overnight,
.she is transformed into a perfect
Here she mets Virginia Francis
— the home economist who con- homemaker.
Jeff keeps track of Terry's prog-
ress, via radio and television. When
he asks to see her. she invites him
and his family to dinner at her
home. Even though Terry has been
at the radio studio nearly all day,
her diinieris a triumph for Terry —
and for Hotpoint Home .'\ppliances.
\^'ilh a new conception of Terry
[15]
and media and distribution
offices ever. mterest m pictures — particu-
—
p facilitiesin New York, Chicago,
San Francisco, and London. In the
19 months since we organized the
larly minute movies as a direct
selling medium has peaked up con-
siderably. Likewise there is a
in the interest of a
But no agency can become skilled
or proficient in this medium on a
ture — units of one minute to one
mains to be done.
Third is the job of merchandis-
reel or longer: usually distributed
healthy box-office. Sporadic and part time or "step-child "
basis. Un- ing the pictures themselves. In the
theatrically.
poorly financed efforts to employ less the agency's conviction of the case of sales promotion or sales
During 1939 about $12,000,000
motion pictures in classroom edu- screens worth potential and is such training pictures it's a job of sell-
was spent on sales promotion and
cation have left the educational that it is willing to bear the burden ing and staging the picture for a
merchandising employee-education
field virtually unscratched. of pioneering while seeking its re- limited group: for consumer pic-
pictures. One firm spent over SL-
Thus, as with radio, business and wards, the agency had best forego tures it may mean a direct mail
000.000. About
$1,000,000 was
industry have inherited the spon- motion picture activity altogether. spent on minute movies in 1939 and campaign or press hook for thea-
sorship of films designed for inter- Thus it seems likely that agency this year it will be close to ters or clubs, window streamers or
pretation and demonstration. Today motion picture activity and devel- other tie-in materials for grocery,
$2,000,000.
we are only beginning to appreciate opment will parallel agency radio ^Tien we first evaluated the drug or department stores or leaf-
the and possibilities of a
scope activity — some agencies
assume will
place of motion pictures in the lets to be distributed to the audi-
medium which combines the ap- and merit complete creative and ap- agency activity we felt that their ences following the showing.
peals of sight, sound and motion: plication responsibility: others will more
principal application would be in Then, of course, there is the
a medium which can be mechanic- elect to delegate all but advisory merchandising —
pictures designed specialized job of casting, technical
ally reproduced to reach a weekly functions to competent independent produc
to improve the point-of-sale follow- direction or supervision of
mass audience of 85.000.000 producers. through on an advertising cam- tion. cutting, etc. These jobs will
through theaters, millions more of Our agency had been studying paign by educating employees. I continue to be handled by special-
opinion forming, habit shaping
ists within the department who act
- -
and using motion pictures for sev- still feel that this is one of the most
citizens in non-theatrical groups eral years prior to 1938 but it was productive of the applications. as supervising producers. But the
and tomorrow's citizens and con- in August, 1938, that we elected to Salesmen and other field workers writers, the merchandising people
sumers through schools and col- set up a department to provide a like to learn but they resist study and the distribution or media
leges. will
complete motion picture service for and the motion picture represents people on the general staff
Just as business has fostered pub- clients and to incubate motion pic- a painless but effective way of put- have a working knowledge of all
lic education and information lure knowledge for the entire or- ting over a merchandising message phases of the job. Thus I think it
through its support of the press. ganization. Today we have creative in an impressive and lasting man- is clear that there is a real oppor-
magazines and radio, so business is units in the New York. Hollywood ner. tunity in motion pictures for the
now fostering this new medium — or and London offices serving all other Diirinu the last 12 months, linw- agency and for agency personnel.
U. S. STEEL EXTENDS
FILM DISTRIBUTION
In order to better serve the
numerous technical groups, organ-
j.
izations and schools requesting
free loan films from its extensive
educational library, the United
Slates Steel Corporation has .set up
six distributing centers serving ter-
ritories noted in the adjoining map.
N *fM04 /
DISTRIBUTING CENTERS
MISSOUR' V.,^
KAMS« i r^KTo'c.^^ Pa.— C. R. Mofifatt.
Pittsburgh.
C4UF \ Xhc^^o^'"* Dir. of Adv., U. S. Steel Corp. 4:^6
Seventh Avenue.
ARIZONA
New York City — Mr. Geo. J.
ALEXANDER SMITH
AND MASLAND FILMS
• Th \T A tOMMERCUL HLM can
be real entertainment no one who
sees Alexander Smith's .Nearly
Hifiht Ifon't Do
can deny. Against
a hackgroimd of song and comedv.
the story of .Alexander Smith Qual-
ity Control, the Tru-Tone Process.
Floor-Plan Rugs . . . and broad-
looms, the Good Housekeeping
Guaranty and the Clara Dudley
decoration service are presented in
-The v..-- »»,,,,> /.MM.. a convincing way and with a com-
|,,„liinM^-l""'
plete absence of the stodginess that
sometimes characterizes commercial
Lelliiig retail salesmen see them- films.
selves as other see them is the Nearly Ri^hl Won't Do concerns
mission of the new Jam Handy- itself with the adventures of the
produced sales training sound mo- Three Jesters. Red. \^ amp and Guy
tion picture The Face in the Mirror. in their attempt to buy a rug of
Made as a sequel to Selling Amer- right quality, right color, right .Audio canieranien slnmt lite iii-ir Maslaitcl film "for the .Wuwii's Homes'
ica which appeared at over 1.500 size and right price for Reds wife
meetings and conventions, who has tried rug after rug on her
sales
For Departmenf Store Showings;
this 28-minute feature is available living room floor and sent them all
to business organizations on a back because thev didn't fill the Title:For the ISatum's Homes Masland Line of rugs and carpets.
Spintutr: H. Mastand & Sons
modest rental basis. bill.
i'..
Cii.il ami .ci-/.t make the iieie Slamlard Oil ni Indiana fi'm, "Penny Turns Prn."
Cover Rivers of Gcoroia iU-jt) niicts mcinhers of the east of "The Greeji Hand."
film based on the activities of this mendous possibilities for rural use.
IN DEPARTMENT STORES
{Continufd jrom Previous I'a^e)
Guaranty; they visit the Alexander With "Joel Gentry in HoUyii'ood" From the nezv Standard Oil oj Calif, epic.
Smith mill and see for themselves
how quality is woven into Smith For Farmer Groups Historical Epic
products; they call on Clara Dud-
Sponsor: Deere & Co. Sponsor: Standard Oil (Cal.)
ley. Alexander Smith Color Con-
Producer If il fling
: Producer: Dowling & Brotrnell
sultant, and discover how her serv- Joel Gentry in Hollywood is the Swiftly moving scenes depict
ice operates and how wide is its feature attraction in the John Deere growth of the West; unusual scenic
scope; they attempt to buy a rug program, a promotional effort beauty and industrial development
sponsored by Deere dealers to with particular emphasis on the
from a merchant whose selling ideas
open the 1940 selling season. Por- petroleum industry. Serves to give
may be summed up in his closing
trays the wholesomeness of farm a new appreciation of the "West"
line, "If you see anything you like,
life. Audiences farmers and their without undue commercialism for
bring it over and I'll wrap it up
families in all sections of the coun- the sponsor and thus serves the
for you"; and finally they go to an
try attending program primarily sponsor even better for certain to
up-to-date Alexander Smith dealer devoted to farm tractor and equip- be widely requested for clubs and
who knows his merchandise and ment sales. schools.
who gives them in a few words the
story of Alexander Smith Rugs and
Carpets that they have learned by
Record-Breaking Theatre Distribution
trips to the mill, to Good House- Sponsor: Friends of Finland; Finnish Relief Fund
keeping Institute and to Clara Dud- Produced hy: Emerson Yorke Studios (New York)
ley's office. He makes the sale with This five-minute short subject is run theatres in every stale in the
a Floor-Plan Rug and the Three chiefly notable for the unusual country to 12 million persons.
Jesters return to Red's wife to tell distribution and theatre coverage Production is of no general im-
her that her troubles are over. When achieved for the Finnish Relief portance beyond its appeal to
lection the boys have made. Main title: Paavo Nurmi & Taislo and Helsinki scene jrom "Finland
Maki; Herbert Hoover, fund chairman, Fights" produced by Emerson Yorke.
The Distribution Plan
Nearly Right Won't Do will be
shown along with the Masland llltl NnS Ul FINLAND
film
wholesale and retail salesmen at
to
^onic of the intcrcstitiii )iiiHicni homes pictured in the FH.i all- 1 eehiiieolor film "Ifoines of I oiliiy'
• Next to food as a fundaiiienlal ministration and other grants for being circulated to theaters. This FHA film. Homes of Today, pre-
in man's existence is his need for the sole purpose of encouraging picture aims to show the public the sents a somewhat untrue picture of
Shelter. "Construction." says a re- private building projects. advantages of home building and housing possibilities because it
cent Government pamphlet, "is buying under Titles I and II of the features California construction but
man's oldest industry, next to
Few Commercial Sponsors Acti\ e
National Housing Act. these objections will not loom very
hunting and fishing. Its beginnings But here the Government has Of an entirely different character large to the Public. The theatre-
are lost in the mists of the Stone had to go it almost single-handed is the documentary film Housing in goer can see in this pictorial rec-
Age. when the cave dweller first in the use of films to aid in the Our Time produced by the United ord of modern home building the
piled stones and broke boughs from publicizing and promotion of States Housing Authority. This pic- dreams of
realization of his or her
the forest trees to form his hut. Housing. This despite the fact that ture grimly reviews the slum con- a home. The houses shown are de-
An imaginary picture of the first Business has a billion-dollar stake ditions of small town and metro- signed to fit the pocketbooks of
activities of civilization might be Except for Johns-
in material sales. politan centers and "makes real the small income families earning from
the search for food and the build- Manvillc. Republic Steel. .American nature of the struggle that millions $900 to $1,500. The payments to
ing of shelter: and not until these Brass and a very few other com- of Americans must carry on to principal and interest on some of
primary occupations had been per- mercial sponsors the field of films maintain self-respect and create a these houses may be as little as
formed did those of agriculture, for creating public interest in mod- home in slum dwellings . . . the sixty-five cents a day.
manufacturing and trade find their ern homes is practically untouched. second half of the film tells how
place in the general scheme of The Federal Housing Adminis- the local housing authority func-
Reviewing the FHA Films
affairs." tration has produced two Tech- tions in cooperation with the USHA. Many types of architecture and
Shelter is a fundamental part nicolor shorts in the past year for The film follows a project from planning are represented in Homes
of America's economic prosperity. theatrical distribution. The first of the granting of a loan by the of Today. They conform, however,
too. for in idleness of the building these was exhibited in 12.000 of USHA. through demolition and in being modern, well-designed
trades workers and the hundreds the 16.000 theaters in the country. construction, to occupancy. It houses that any prospective home
of occupations dependent on hous- The first. of Motlerniza-
Miraclt's analyses the benefits of public owner would be interested in com-
ing progress lie the basic reasons lion, portrayed the methods of im- housing to labor, to industry, and paring with his own plans. Char-
for the extensive Federal legislation proving and preserving home prop- to the taxpayer." acteristic of the planning of these
involving the United States Housing erties. The latest. Homes of Today. Some building suppliers and houses is the accent placed on
Authority, the Federal Housing Ad- is also in Technicolor and is now- contractors have protested that the {Please turn to ne.xl page)
NUMBICK 1940
it.n/ifinanl jrotn llir previous pa^r)
eliniinalitij;; waste steps and motion THK PIBLM WANTS 1S¥A\ UmSlJSU FILMS
wliili' still allowing for ample • To a national nianafaeturer tare as the theme of a local
spaee and adequate closet and stor- of huildinf, materials, hu.iiiness Housing II eek. Publicity in local
age room. Screen safiges/s the sponsorship newspapers, cooperative advertis-
Miraclrx of Modernization also of a new housinf; picture based ing and other apparent advan-
lienefits from the romantic hues on localized building problems tages of goodwill and actual
of tile Technicolor process. The and containing contributions by .sales results make this idea well
film opens with spectacular shots local architects. The distribution worth the thoughtful considera-
of the New York \^'orld"s Fair: possibilities are most attractive: tion of some enterprising build-
shows the Federal liuilding and the local contractors, material deal- ing materials producer — or for
Governments housing exhibit. ers, architects and real estate more than one for that matter.
In another sequence outstanding companies might use such a p'c- — The Editors.
examples of exterior modernization
are shown. Reroofing. screening, Built. \^hile Anns parents are Each unit of the Home Insulation
landscaping, and painting illustrate away on a vacation, she undertakes Sales Company one and
has at least
how a typical old home can be to re-model their home with the sometimes more sound jjrojectors;
modernized. A third sequence assistance of a rising young archi- the various salesmen take turns in
stresses interior modernization and tect: things work out so success- using the ecpiipment. J-M has found
the use of color. It features the fully in many W'ays that she and the that their salesmen are quite adept
evolution of old-fashioned kitchens young architect follow their re- in operating and maintaining the
into modern ones and the transition modeling job with a new home of prints and equipment, very little
of gloomy, storage-cluttered base- their own. trouble of any sort is experienced.
ments into airy and healthful recre- All these pictures were .shown to The company maintains 100 sound
ation rooms. dealers, clubs, fraternal organiza- projectors and 50 sound-slide ma-
Whatever may be said about tions, but the latter picture has also chines in the various branches.
these pictures from the point of had about fifty theatrical showings, Another picture, slightly more
view of technical accuracy — their which is quite unusual for such a institutional than any of the others
function was the awakening of in- long (45 minutes) and outright was also made last year. .March of
terest and desire in the man on "commercial." Progress in the Building Industry
the street and the re-establishment This was primarily shown to deal-
Two Insi'lation Pictlires Made
of bis confidence in the idea of ers, but is now also being used for
home building. As such, these In the spring of 1939. two pic-
club showing.
films have undoubtedly contributed tures were made, both on the sub-
a great deal to the basic stimula- ject of insulation, and both very Also Use Soind Slide Films
tion of business. It seems to remain similar to each other. The reason Various sound-slide films have
now for Business itself to pick for the two versions seems to have been made in the past two years:
been to keep up the interest of the The Farm Market tells the dealers
up the torch and carry on. Par-
ticularly important since
is this
salesman in the visual idea; thus that the farm market is rich and
the FHA's completion of its present after seeing the same picture about inviting. .4 New and More Beauti-
Jolins-Manville Films The title of the first version is. board factory in Jarretl, Va. This
W hen Winter Comes, and the sec- slide-film was produced to quicken
.-) brirl rciicu' of the activity of
ond. Comfort That Pays For Itself. the immediate sale (to dealers! of
one building iniluslry sponsor:
These pictures are never used for the company's insulating board.
In 1935. Johns-Manville
the canvassing, only for "'closing.' Time to Talk Time is a picture
Company sponsored the first sound The prospect is brought around for dealers about the great possi-
movie pertaining to the building to the point of being definitely in- bilities of time payment for build-
industry. The title of it was Be- terested, then the salesman brings ing materials, the FHA plan, etc.
fore and After; it was a dramatic over the picture some night and This was made to inform many
story about the re-modeling of a shows it to the entire family (and people who did not realize that it
house and designed for both con- neighbors, too. sometimes). Often was just as easy to re-model and
sumer and dealer showings. The on the strength of the showing the build new on time payments as it is
following year another dramatic salemay be closed right on the spot. to buy an automobile on credit.
presentation was produced of a new
house in Westchester. It told a the I'hUtifi Carey Cenilnrny, tecll- "The Story of ti House" sponsored hy
story of a young couple building a tntiiien in the roofini] fichi recently pro- the Pnhlic .S'crvicc Co. (A'ac Jersey)
,
liUSlNESS SCUKKN
Scene from the Johtis-.\faniiUe slide film "Time to Talk Time" (Jam Handy) I 'eaters learn ho 'lerincaliio! ioisniess m "lime to lalk lime
Other Blildinc Film Sponsors use is that of institutional goodwill who are their customers. In Good find the sound slidefilm invaluable
building. Altogether seven slide- Brush Making, a 1600-foot silent in giving prospects an adequate
Many other suppliers of basic
building materials, plumbing and films have been made in the last motion picture, the Company has a demonstration of modern units.
two years on both the roofing and valuable sales aid which it uses to
roofing have made good use of the St MMARY OF Other Uses
the floor covering lines. train dealers' and jobbers' sales
film medium. Tyjiical of these are
In summary, such films as Cer-
soimd films
the three-semi-technical
Tilo has also u.sed two recent forces. Other pictures such as The
tainteed's Play Day for Plasterers
of the Lone Star Cement Company. slidefilm programs and has Romance of Paint and Varnish.
Ione-reel, silent) and the many pic-
Heavy Duly Floors. Better Cement equipped each of its twenty sales { National Paint. Varnish & Lacquer
lures issued by public utilities
Makes Belter Concrete, and Cuttinji offices with projectors. These pro- Association I. Modern Methods of
should be mentioned. Of these lat-
Costs in Concrete Frame Erection. ductions are intended solely for the Paint Production. (.Armstrong
Company's own ter, the Public Service Company of
As the titles suggest, these are training of the Paint I The Story of Duco and
salesmen since it has no dealer Dulux iDuPont) and Bakelite's
New Jersey has issued one of the
^liown to technical groups for the
Science Saves the Surface also of-
best in Story of a House which won
most part. Supervision of the pic- problem.
a public utilities prize. The Amer-
tures for the Company was under- Films in the Limber Field fer a sales educational theme.
ican Brass Company's House of
taken by Chowan & Dengler adver- A number of programs have Heating and Plumbing Films Dreams, a one reel sound film on
ti>ing agency. Each divisional of- lieen used by sponsors in the lum- * The Crane Company's motion the use of permanent materials in
Im ! has a sound projector and Lone ber industry. The 'W-minute .sound picture. Flow, is being generally the metal phase of home construc-
~-iar .salesmen put on the shows motion picture of the \^ eyerhaeuser circulated for public group show- tion, is being distributed by the
"hen requested. The latest Lone Sales (Company. Let's Build To- ings through the facilities of the Motion Picture Bureau and is also
^tar film Keeping Pace With gether, is directed to the building Motion Picture Bureau. This film being shown by Company repre-
I'ra^ress is largely non-technical. trades. It shows what Weyer- shows the manufacture of Crane sentatives to any groups interested.
haeuser has done to help the prog- valves and their widespread use
Su.ES Training With Si.idf.fii.ms
ress of the building trades and goes from the control of water falls to The leaflet cover (belme) tells the
and Son
In the roofing field. Bird
into considerable detail on how "4 story of .4nteriean Brass Comfiany\f
the home bathtub. Crane has also
and the Tilo Roofing Company have honsinei film. "The House of Dreams."
Square" lumber, the Company's used many sound slidefilms for
made good use of sound slidefilms. advertised product, is used on the sales training. Of more direct nature
These are for dealer education and joli with many excellent advantages. are The Secret Sins of Sanitation
~ales training. Bird and Son. as K ooden
Home of the Soldiers which shows the hazards of faull\
one of the world's largest manufac-
and Here's How issued by the Red plumbing and the Hajoca Corpora-
turers of building materials, uses
Odar Shingle Bureau are movies tion'sThe Making of Brass If ork
this comprehensive dealer educa-
intended for public showing. In and the Evolution of a Bathroom.
tional program to show installation
this same \^ estern field, the Doug- Designs for Better Living issued by
and application of the product, and
las Fir Plywood .Association has the Plumbing \^are Division of the
liiially to show the dealer how to
The Manufacture of
s[)onsorefl Briggs Manufacturing Company is
rash in" on profits through im-
Douglas Fir I'lyuood and the shown to architects, builders and
|iioved selling technique. Anollier
Western Pine .Association offers plumbers.
Harvesting the Western Pine for The heating field includes a new
group showings. Forest Treasures. sponsor Mueller Furnace
in the
issued h\ the V eneer .Association, Company of Milwaukee. The Hard
has a similar feeling as has The If ay. issued by the Company is no\\
PRODUCER? Romance of Mahogany sponsored being shown to dealers nationally.
by the Mahogany Assn. Slidefilms for Stokol. Williamson
P\iNT AND Varnish Sponsors Heater. The Iron Fireman Company
Harlon and Goodman. Belleville. and the Williams Oil-0-Matic Heat-
DISTRIBUTION? N. J., brush makers, have taken the ing Corporation illustrate the ap-
commonplace story of paint brush plication of this medium as a home
SEE PAGES 24. :i2. .4!\n :i4 manufacture to the painting and demonstration and sales training
decorating contractors and dealers device. (Company representatives
lllllllllllllllllllllllllllllllllllllltllllllllllltlllllllllllllllllllllllllllllllllllllllllllllllll
\l MBER FniH 10 in
II
THE AUDIENCE IS WAITING
THE ECONOMICAL WAY [Cuiilinued jrom I'u^f 13)
Dealer's Name
K^J^?1^
1. BETTER, MORE BRILLIANT PROJECTION.
This projector uses a specially designed
optical system and large objective lens
(f.1.65) which provides 10 to 20' greater ,
See the exclusive features which put this simplified 15. BETTER LAMP SERVICE.
16. BETTER PORTABILITY.
sales making unit YEARS AHEAD! Trademarks "RCA Victor," "Viarola" Reg. U. S. Pat.
Off. by RCA Manufacturing Co., Inc.
company with the world's great-
Built by the of theatres — this new 16 mm. sound film
est experience in sound recording and projector gives you performance, conve-
reproduction — the company that not only nience and ease of operation that mark it
makes the sound recording equipment used the finest equipment ofits type ever made!
by Hollywood studios, but also the RCA Yet the low price is within reach of every
Photophone Magic Voice of the Screen business organization For finer sound system
!
^^z^
Educational Dept.,
AUDIO-VISUAL SERVICE
RCA Mfg. Co., Inc., Camden, N. J. • A Service of the Radio Corp. of America G 1 should like a demonscranon^
I
^ jectors sim|)ly b)' turning the hand-
selling knob. Bell & Howell is prci-
frames
on the
lo complete the operation
screen, it is obvious that
clothing manufacturers, who plan the conventional '"per-second" cali- uled date of introduction in order second 88 per cent. The Bausch &
Lo use 11 units for salesmen and brations. Two types of dials are to aid Loew's in securing greater Lomb Super-Cinephor with its high
consumer showings of full-color available — one graduated exclusive- screen brilliancy for the technicolor
W ith
aperture and the new glasses de-
veloped for several elements will
subjects. ly for micro-motion work, and the production of Gone the If ind.
at the Heinz Pier showings of the tures, each frame is viewed as a differing in principle. While the Officials of the company stated
(Company's new feature. Yesterday. "still," and it is necessary to deter- inner glass-air surfaces are coated that the new processes would
Today and Tomorrow. The switch mine accurately the number of with a metallic fluoride, the outer eventually be applied to a number
from a .35mm projector will give frames in each analytical sequence. surface is subjected to a corrosive of instruments but that present pro-
the exhibitor the advantage of a Therefore, there must be some con- process in which oxides of high duction plans would be limited to
continuous 4.000 foot showing of venient method of moving the film refractive index are removed from a few in which complex lens sys-
16mm film, the equivalent of 10.- through the projector one frame al the surface leaving a thin structure tems promise a great increase in
000 feet of 35mm. The light a time. Although this is easily ac- of silica. light transmission by the reduction
source is capable of providing a complished on standard Filmo pro- In each case the coaling is held of reflection.
77jt* new diagoiuil B &H si^licc gives .U, re Hum 2.000 Del'ry Model G projeelors (silent) have been active in '/'he neiv DeHaven Iconovisor, shozi'-
more .'!lreii(jlh, is less notieeablc. adverti.'iing for one prominent national mannfaeturer. uHi the working unit ineehanism
precision that
line,
to a truly great
engineered with the same skillful
16niin.
» ?i:tr^
16nini soiinil projector value lliat sets new Fire<itone Tire &
Rubber Companv
-^ standards for elarily of pictures and fidelity of Standard Oil Company
r tone. Anion;; its many a()vanta;;es are: Syn- B. F. Goodrich Co.
AlliH-Chalmeri Co.
clironiatic Threading, Dual Sound Stabilizer, Bell Telephone Co.
Goodyear Tire &
and new "Film-Glide" that adds years of life to Rubber Co.
your film. Easy to carry, to operate, to buy. American Steel & NORMAN ALL
Wire FAMOLS CAMERAM.'
Armelrone Cork Co. Hero of the V.S.S. Pana;
Cunard Line reel* and other cam*
Dollar Line ventures for Universal IS
H. J. Heinz Co. is shown here with bi»
Minneapolis Moline DeVry 35mm. Sound Re
Pure Oil Company
General Elerirjo
Pan-American Airway»>
,\t» r sv»<»»* Crowell Publi^hingCo.
Ruiclc Motor Co.
VestinghouBe
Electric Co.
Brown & Williamson
Tobacco Co.
AUDITORIUM
A
TURNTABLE
Record Turntable to en-
hance your sound or silent
I microphone
a
lectures,
for
nnouncements,
outside
entertainments. Other VIC-
TOR Matched Equipment
pictures with entertaining includes plug-Ins of mul-
music before or during tiple speakers, amplifiers,
your show. Simply plugs in. radio and recording units.
VICTOR ANIMATOGRAPH
CORPORATION
DAVENPORT, IOWA, U.S.A.
Dislrihiilors Throughout the World!
L2!;j
Associated Credit Bureaus of America. St.
siastic endorsements of educational and civic *To the producer of the besf
detection. Writtenand directed by A. Hazelton agriculture picture dealing
Rice, a Boston the film will be shown
agent, leaders. An authentic portrayal of Southern rural with the problems of the
nationally through schools. Another version life, played by real Southern people, it wins its South that I have ever seen.
based on the same title has been produced by way into the hearts of the audiences in true south-
— Dean Paul W. Chapman,
University of Georgia CoU
Metro-Goldwyn-Mayer for theatrical release and lege of Agriculture.
ern fashion. The genuine human appeal of this
a third has been produced by Columbia Pic-
tures Corp. The title is the slogan of the whole
simple, unaffected story, gains the Interest and *May be one of the great in-
Secret Service campaign. sympathy of all — and thereby builds untold spirations the lives of
in
Georgia's people, so for as
good-will for the financial sponsor. agricultural problems are
FistsFilm Traces Industry's Groirlh concerned. —Atlanta Consti-
The Fisk tire division of the United States For more than twenty years Venard films ("The tution.
Rubber Company (Springfield. Mass. I is the Green Hand" is only one of many) have received
*There is a tremendous de-
sponsor of the four-reel subject Pattern for In-
a greater acceptance among rural audiences than mand for the showing of this
dustry which traces the growth of American in- film in every section of the
those of any other producer. Venard films and state.— M. D. Mobley. State
dustry from the early days in the Connecticut
Venard distribution can reach this vast rural mar- Director, Vocational Edu-
River Valley. Distributed nationally through
the Company's liranches. ket for YOU in the most effective manner and — cation, Georgia.
tWM
upon both the visual educa- to the people of the South
MOTION PICTURE DISTRIBUTION SERVICE and will do a lot of good in
tion and commercial film
In all phases for Theatrical and non-theatrical pic- fields . . . points the way to carrying out the aims of ir
tures. The non-theatrical service includes supplying commercial producers. vocational agriculture.
proiectors, screens, operators, etc., and transportation. — Film Daily, January 25, — J. A. Linke, Chief, Agri.
1940. Ed. Service.
King Cole's Sound Service, Inc.
203 East 26th St., N.Y. C. Lexington 2-9850 COMPLETE MOTION PICTURE & SLIDEFILM
I^jcal oiKiatinu points in uijptr N. Y. — iV. J. and Conn. PRODUCTION FACILITIES
DEHnvEH ing an
difficult
salesman
old dog new tricks is a
task at best. The seasoned
has developed his own
considered by the builder or pur-
chaser. The place of the real estate
nian as a counselor and advisor
VERSE ACTION • STILL PICTURE CLUTCH • CENTRAL OILING The industrial film sponsor adapting such film by Post Pictures. A wide variety of short
• PERMANENT CARRYING CASES • LICENSED— WARRANTY
material to his own program will do well to subjects and 16 mm features are in their new
Low in cost. Universal 6MM I
Sound Projectors ofier you oil of keep his own principal objectives in mind and catalogue.
the important new feotures. Four
to select subjects that match the interests
of Bell and Howell Filniosound Library lists
models. For oil purposes. Simple
to operote. Economicol to moin- general
rain. Licensed. Guaranteed. his contemplated audiences and the hundreds of other suitable subjects of enter-
UNIVERSAL nature of his own program. A consideration of tainment and educational nature.
the time element is also important. A well
SOUND PROJECTOR DIV. Gutlohn Issues 1940 Catalog
1 9th & Oxford Sts., Philo., Po. balanced program keeps audience interest at
—
i
New York Office 600 Broodwoy 1 After months of preparation. Xll alter 0. Gut-
I
a constant level.
lohn. Inc.. distributors of 16mm. sound and
Most of the film libraries offer free catalogs.
Others to silent film, announce the publication of the 9th
Several are listed in these columns.
edition of their catalog of entertainment films.
address are Cinema. Inc.. 234 Clarendon St..
SLIDEFILM PRODUCERS Boston: Nu Art Film Co.. 145 W. 45th St.. This 112-page catalogue, profusely illustrated,
New York; Pictorial Films. 1550 Broadway. sent without cost by writing to \^ alter 0. Gut-
New York: Castle Films. Inc.. ."in Rockefeller lohn. Inc.. 35 \^est 45th Street. New York City.
(fWC)0W14J
DISTRIBUTION
through the facilities of
S A R R A, Inc. SOI :\D<>iLIDE PRO.IKrTOIIS
WHItehall 7696 . 16 East Ontario Street . Chicago
FOR SALE AT COST BURTON HOLMES
•
FILMS
illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilUlllllllllllllllllllllllllllllllll (.•{) oO WATT FIELD SALES UMTS Modern Studio & Laboratory
I |
duced to fit your needs Screen, AC-DC motor, etc.
Burton Holmes Films, Inc.
I . . .
|
I wire, phone or write. | For furlher details apply
7510 No. Ashland Ave. Chicago
Telephone Rogers Park 5056
Business Screen
[321
Carlooiis and sport reds are
recommended for the general in- Let Us Recommend
dustrial program.
film Contro-
versial subjects should certainly
Entertaining Films
• Business Screen offers a cfieclt-
TAKES IT
be avoided. Here is a typical ideal
type of film:
listof the most suitable
for a
gether
business program sponsor to-
with sale and rental rates
subjects
MORE THAN
Costless "Swininiini! and
—without obligation — write:
Diving Aces"
SCREEN
SERVICE BUREAU
20 No. Wacker Drive, Chicago, III.
A CAMERA
A movie that is ideally suited
for adding interest and
dealer, district and consumer
variety to
sales Etiuards Heads I\'on-Theatrical
AND SOME FILM
meetings has just been released by Pictures C.orporalion
To make a really good in-
Castle Films. It is Suimming and Herbert Edwards,
head of
T. dustrial film, one vital essen-
Diiing Aces, available in both Commonwealth Pictures and 16mm tial is excellent photography,
sound and silent 10mm versions. film pioneer, heads the new Non- but that isn't all.
Sales meetings, especially those Theatrical Pictures Corporation. There are 105 separate items
where a manufacturer has a busi- 16.50 Broadway. New York City. of facilities and expert per-
ness-film carrving his own message, sonal services on the break-
are often stimulated in tone and Filmosound 1940 Catalog Out down chart on which our
spirit when variety is added to the Literally a "blue book" of film pictures are budgeted.
session's "bill" by one or more information, the 1940 edition of the You will need an organiza-
films of news, sports or adventure Filmosound Library Catalog is now- tion which has the wide ex-
subjects. His audience gets a serv- available, opportunely coming just perience of how to do a lot
ing of more than the feature pic- at the height of the film-booking of different things, and how
which the chief reason for season. Bell & Howell announces to weave a convincing story
ture, is
the meeting. .4s in a movie-theatre, that the new, 92 page film book is
— your picture turns out to
if
the building.
Glta4'Un
MANAGEMENT. INC.
122 East 42nd Street, New York City
>
i
"
V . w^^
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4.i=>:'v.;
'
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V'
;
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Just a few years ago the economic referee was on the verge of count-
ing ten over one of our greatest industries. Today the railroads are
Well to the front of the parade is the famous New Haven Railroad.
|
%l'^*«1!
_v^'
motion pictures.
Call for a representative and discover what Paramount can do for you.
He'll arrange a private screening for you of some recent Paramount Produc-
tions. There is no obligation.
$(A£e^
PARAMOUNT PICTURES INC. • 1501 BROADWAY, new YORK CITY • INDUSTRIAL FILM DIVISION
FILMOSOUND "COMMFRCIAL" {left). Those who show your business film will
-MADE BY Company.
City
.
.State.
Only Ampro
gives you
PERMANENTLY ATTACHED REEL ARMS FOR SOUND LOOP SYNCHRONIZER PermlU perfect
QUICK SETUP R«?el Arms permanently at- -ynchronlzaliun of picture und sound fay
laclied
; merely swivel into posilion for
inslaot u^e. Accompanying belts, always
atluched, hwing directly into position.
all These lh« exact forming of sound. CuesHwork
is eliminated. Resetting of sound loop
accomplished without Htoppint; projector
when loop is lost through fuulty film
und without dumaue to the flini.
Features
so -You
)
BUSINESS SCREEN
VOLUME TWO • 1940 •
NUMBER FIVE
t .11,7 : .hll.,i" li.nii "III r„ III! i" hx ll'ill t, ,„,„// .
NEWS AND COMMENT 50c the copy. Publishers are not responsible for the return of unsolicited ra.s.
unless accompanied by stamped, self-addressed envelope. Entire contents Copy,
right, 1940. by Business Screen Magazines, Inc.
Office.
Trademarlt Reg. U. S. Patent
Application for entry as second-class matter is pending.
half of the nation's theatres is an but those who use the medium
above. Cartoon animation as well
important part of the business of should realize that the producer ( Please turn to Page .32
as the art of technical animation
commercial fims. The added fact
will be discussed.
that excellent subject matter of an
The film's service in Health and
entertaining or educational nature
Safety Education followed by sur-
may enjoy acceptance in fully three-
vey of the use of films by insurance
fourths of the 17.000 U. S. cinemas,
firms throughout the country will be
that it may thus "outsell" the non-
an additional first rate story. A final
sponsored Hollywood short product
phase of Business Screen s editorial
for which theatre owners must pay
coverage of the Metals Indu.stry will
rental fees makes this a subject
be published.
which advertising and sales execu-
tives are finding increasingly in-
teresting.
Avoiding Title Duplication:
Plentiful material, interested audi- * Pat Dowling makes the valuable
The disposition of our clientele to favor the Wilding organization with repeat
business is confirmed by the fact that, for 29 of our customers, we have pro-
duced 206 sound motion pictures totaling 556 reels. The summary below shows
how these pictures and footage were distributed among members of the group.
I C A G O
to turn beauty into sales results, requires more than common sense of making sales out of eye-appeal, of
studio technique and materials. Behind the camera at making the picture dollar pay its way for you — the sponsor.
SCREENS
REG. U.S. PAT. OFF.
".--sSss""
One most interesting films produced in the past
of the
year "An
is Evening- With Edgar Guest" which Jam
Handy made for Household Finance Corporation. This
film is being shown on Da-Lite Challenger screens
the popular portable screen which can be set up in-
stantly anywhere, yet folds compactly for easy
carrying.
n
Himdv)
,
Brown: "Joe, I don't know what the devil we can recommend to my client. He's got to do
some advertising; competition is closing in on him. He has a limited number of
prospects and flatly refuses to consider general media because of what he calls 'waste
circulation.' A movie is the only thing that really fits his problem. But how in thunder
can we rely on salesmen to show it? And where is all the dough for sound projec-
tion equipment coming from?"
Brown: "75 factory-owned branches. Here's a map. You see they cover the country pretty
thoroughly."
Jones: (To his secretary) "Miss Bonn, bring me the Modern map, please. (Turning to the
other) Charlie, you've brought up a common problem and there's one way to lick it.
(Secretary unfolds map on table) Look at this."
Brown: "Well, what is it? It looks like it was drawn to parallel the client's map."
Jones: "It is. It parallels the main distribution map of all big companies. It shows the 81
points of Modern Talking Picture Service. At each one of those pins is a trained
man with full equipment, ready to arrange for an auditorium, handle the film, put
on the show. All the salesmen have to do is get their prospects in on a certain night
and give them the whole and full story in one sitting. No equipment to lug around.
No bother. No 'waste circulation.'"
Brown: "Say, that's made-to-order for my client! I want to know more about this!"
"Toilm." flt'chin-il iht' ^enrriil stilr.\ nuina^cr of onr necessary to not only tell salesmen what to do but
of the autumohile industry's Big Three recently, HOW to do it. In this respect I have found motion
"with highly competitive sales programs, it is pictures and slidefilms of inestimable value."
as well as its own results. Enough barriers presented in sound motion pictures that combine
exist in customer attitudes, economic and politi- intensive instruction with real inspiration.
cal strife, and other unseen hazards to selling One recent motion picture. The Face in the
success without sending out an ill-equipped, Mirror, indicates the general
be interest to
poorly-trained salesman to do battle for business. found in such subjects. This true-to-life comedy
But the problem of how much training and drama, presents likeable James Dunn in a
how much can be spent on it is not a .simple typical days experiences which illustrate good
one for the company working on a slim margin and bad salesmanship.
of profit. Nobody expects to give a dime store Ed Brooks, played by Dunn, is a good but
clerk a college education. happy-go-lucky salesman. His adventures
on
The largest national business organizations a shopping tour which includes a wide
day's
have almost universally adopted visual pro- variety of purchases ranging from a new hat for
grams as the most satisfactory tools in the himself to canned food for the dog bring home
sales training field. Both motion pictures and plenty of lessons in salesmanship, good and
slidefilms analyze products and prospects; put fiad. The point which the picture drives home
into the minds of salesmen tried and tested for- vividly is that the salesman who would improve
mulae for selling success through eye and ear himself must learn to look at himself in the
training. In agreement with noted psychologists, mirror fearlessly and honestly, always with an
these business leaders declare that such visual
attitude of "I wonder whether a buyer would
training methods accomplish more results in
buy from me?" The 28-minute picture is de-
a far shorter period of time than would be signed for retail schools, sales meetings and
possible in any other way. One noted execu- rpHE face in the MIRROR: most recent of business conventions of all types and sizes.
tive. I?ichard H. Grant of General Motors Cor-
general salesmen training programs. James Not only are these general syndicated pro-
poration, says "the greatest plan for putting
Dunn stars as Ed Brooks, a typical salesman grams most useful but a great many sales or-
ideas into men's heads that ever came into
ganizations have made use of associational pro-
selling!" whose experiences drive home good selling
grams such as new series recently launched
the
What Do Visual Programs Cost? principles that fit man\- tjpes of business.
in the insurance field by the Institute of
* "Yes," agrees the small manufacturer, "our Life Insurance and (continued on next page)
illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^
"WORD MAGIC" presents personality of Elmer IVhceler, president, Tested Selling right) ably illttslrales one of Mr. It'heeler's cardinal points on speech that's short and
Institulc: milhnr oj the reeord-breaking best seller, "Tested Sentences That Sell." to the point as the hero proposes. P'arlicniarly interesting to over-thC'Countcr sales
In the scenes beloin, from "Word Magic," Mr. Wheeler is presented in frames one and people. "JTord Magic" Is available through Ihe facilities of Modern Talking Picture
Ihrce, (7 couple of skeptics in his audience occupy frame tzvo and Ihe lust frame (to the Sen'ice. Inc., and affiliated licensees at modest rentals based on [he sice of Ihe gronp. elc.
o^Uk.
RECENT and SIGNIFICANT NEWS EVENTS
The Annual Report of Teclinicolor. Inc..
126.156 feet.
pictures such as The River, The Plough Thai of the rest of it will never help those earnest his territory.
Broke the Plains and the recent film. The Fight salesmen of yours to get the results you expect
You couldn't without going there unless you
jor Life, agency apparently incurred the
the
of them."
displeasure of anti-New Deal legislators. took that good idea, "froze" it into a living illus-
Through the efforts of Senator Henry F. That's the conclusion which many a sales- tration enacted with perfect clarity in a film
Ashurst (Dem.. Ariz.) an amendment cancelling manager is being obliged to accept in these that got its meaning across, and then added to
a ruling of Secretary of Interior Harold L. crowded days of world-shaking economic and the untold examples of successful selling that
Ickes regarding the charging of fees for taking
it
'HrTi
t'i II -TTTTrmrn
STiiiiio
SEE RADIO
mmm
SPONSORS' PICTURES
Two years ago. the editors of "Business Screen" noted the possi-
bilities of motion picture showings to radio studio audiences;
reported that Esso Dealers of Allegheny County, Pennsylvania,
hud attended the showing of the Marketers' newest film. "Design
for Power.'' which preceded a studio broadcast of the famed
Esso Reporter airshow before 1500 enthusiastic members of the
audience. The opportunity thus presented is now being realized
by several national sponsors with current New \ orh studio shows.
We bring up the record in this revietv of th(. present situation.
[14]
The SlS-seat studio theatre of Radio Station In Neic York. .NBC audiences number many .4 Chicago NBC audience listens to the broad-
W GN. Chicago outlet for the Mutual Broadcast- thousands at nightly broadcasts held in the cast and applauds enthusiastically as the slioic
ing System, is typical oj the modern trend. Rockefeller Center studios and in theatres. is on the air. Such audiences may see films.
and original in the Ivvin-sliowing of tation alsomakes for more satisfac- sponsored films as entertaining as Chesterfield plant is also in the
the new Esse motion picture. Design tory program length and may their popular radio shows. The script. A second and shorter film,
for Power, antl the broadcast of the dispense with the necessity of fur- Story of Lucky Strike was regu- Pleasure Time, tells the story be-
£5,50 Reporter radio program. The nishing impromptu entertainment. larlly plugged over the air by m. c. hind the preparation of a typical
fifteen-hnndred Esso Dealers who Certainly no sponsor need feel the Kay Kyser during showings at the Fred Waring broadcast. The two
attended the show tliought so too as need of further advertising in order New York World's Fair last sum- films offer a "full hour of entertain-
attested liy the andience figure and to get his money's worth for the mer and later during the studio ment."
the enthusiastic reception accorded cost of the theatre, etc. showings. Chesterfield's four-reel
AN OPPORTUNITY FOR SPONSORS
the program. From the point-of-view of dealer film was premiered at Durham.
.\ brief survey of the opportuni-
Now at least three national spon- showings, an entirely new field is N. C. during a two-day showing at
two local theatres. Half the popu- ties which await sponsors in this
sors have combined
successfully opened up. Never before has the
lation of Durham, more than 35.000
new field was undertaken by Busi-
especially-produced motion pictures sponsor had a better opportunity to
ness Screen in Chicago. Although
with studio shows playing to capac- do an institutional job of improving persons- attended the free perform-
this idea is notably more successful
ity audiences in New York City.
for national advertisers at the
The new development began with
points where major shows originate,
the showing of American Tobacco
it may be successfully done in al-
Company's Story of Lucky Strike
most every city, even to the point of
before audiences at the Hit Parade
"piping in" the radio show by local
and Kay Kyser broadcasts, contin-
reliroadcast. tying it up with local
ued with the showing of the Liggett
entertainment and the showing of a
& Myer's (Chesterfield) film To-
film print.
baccoland before audiences attend-
ing the Glenn Miller shows and has In Chicago, for example, the
This SlS-scat modern theatre on Michigan .Avenue in Chicago is thronged with visitors who attend nightly broadcasts of outstanding MBS radio shows.
«*.. **
TELEnSIOI
PROVIDES AUDIENCES WITH MOTION PICTURES
the Commission's position: "The
difference between television and
other major scientific developments
is this: The 1905 jalloppy. the
magic lantern, and the crystal sets
Br ROBERT SEYMOIR. Jr. can still work, but in television a
major change will make the sets a
• Coincident with tlie opening of same thing again on Friday, and
piece of furniture of doubtful
the RCA Exhibit at the New York this lessened his interest in tele-
World's Fair on May 1. 1939. the
value. If the Commission permits
vision something that had "ar-
as
National Broadcasting Company
television to be anchored down to
rived." To
combat this feeling.
gan operation of their television
present standards and the public
N.B.C.'s program department de-
buys those sets, no Commission and
station, W2XBS. on a scheduled vised a new schedule which called
no national administration will ever
liasis of twenty-two hours per week for only one-third of the program
have the guts to change them."
for the benefit of "viewers" at the time to be devoted to motion
Other quarters maintain that. "A
exhibit and prospective buyers of pictures.
iww industry is being throttled by a
sets in the Metropolitan area. On Commercial pictures, which are
government bureau exercising
the twentieth of June, a new policy sliown on an average of one hour
power never granted by congress."
was put into effect which called for per week, stand well up on the rat-
The general opinion seems to be
approximately fifteen hours per ing lists of the program department.
that, however the solution, the situa-
week of televising; this policy is N.B.C. sends owners of sets in the
to
tion will clear up within the next
still in effect. listing area a return post card at-
few months.
During the first month of opera- tached to the weekly program and
lion the programs consisted of an the viewers are asked to evaluate the Advertisers who are turning their
eijual amount of motion picture and eyes to television should realize
programs which they see. Commer-
"live talent"' shows. The motion cial films rate between Fair and
the various ways in which the
pictures were run in sequence from Good on this list with the longer
medium can be used. There are
a 'mill" which consisted of govern- films scoring much higher
three means of effectiveness which
than
ment, navy, and commercial films, short subjects; a good educational
can be utilized in television: the
and several issues of the March of or entertaining commercial of about mobile unit, the studio program,
Time. There were two faults with thirtyminutes length often rates at and the televising of motion pic-
this program; in the first place, for Good, or better, comparing favor- tures. Each of these willhave a
some reason, the television audience ably with theatrical films. definite place in the commercial
thought that film television was less Technical qualifications of mo- (Please turn to Pa fie 34)
amazing than live talent, there was tion jiictures for television are little
a subconscious feeling that some- different from those which hold true
thing was being put over on them, for projection in any manner, with Please Clieck Your
Opinion
and in this initial attempt of N.B.C. a few exceptions. Photography, in Begarding Program Content
And Mail Card to Us
to promote television it was neces- general, must be high key, with NO STAMPS REQUIRCO
sary to supply the audience with all jjlenty of contrast. Darkness and
possible proofs of the many facili- lack of contrast on the television 1 SJiM F..h
* LflWrll TJ,
ties of television; in the second screen still has too much tendency i Coldoi Cli
« 'Ph»nf..m Fiend
place, running the motion picture to cause the viewer to think that
7 Lowell Thomiii
films from a "mill", so that the something is wrong with his set: »- Hockej Maid,
"Wmihrnpni- F
^ 9
{.'ibove, left) The modern cotisole rt'i\-ifi-r and {bcloiv') the control room at NBC's
New York studios associated n-ilh film telecasts; film frojector focused on an
iconoscope camera for Hmm. shnwinp. Here the optical pictures are transformed tVamc
into electrical impulses by the iconnsci>/^e shoicn. (Right) .1 typical lis- NBC
tener's rcf^ort card includinfj several sf^onsnrcd fiUus shown on recent prnijranis.
THE NATIONAL THEME IN PICTURES
if The wave of public sentiment for "America
First" i? making itself felt in current motion
"
"Ballad for Americans
• • •
* Since the recent musical premiere of
the .American musical poem. Ballad for
Americans, it has been suggested to the
Ford Motor Company that this splendid
and original musical work might well be
the basic outline of an inspiring motion
picture to be shown to schools and clubs.
ture based on Abraham Lincoln's valley and the people who settled
ideals has been completed and will it long ago.
he exhibited to voters during the With flashbacks to the speaker.
1940 Presidential campaign, it has the picture relates in allegory how
been announced by F. Trubee Davi- the pioneers one among
picked
son, former Assistant Secretary of them to be Government, their
X^'arand chairman of the United "hired man," and how. during a
Republican Finance Committee. depression, they reluctantly granted
The picture A New Tomorrow. Government the power to restrict
was produced by the United Re- and regulate them.
publican Committee in
Finance "\^e"ll buy security — security
cooperation John Hamilton.
with for everybody!" Government
Republican National Chairman, and promised.
llie Research Bureau of the Re- But the citizens discovered that
publican National Committee. all they received for the staggering
The picture takes 45 minutes to taxes they paid and the great debt
show and is produced both in 16- they contracted was curtailed crops,
niillimeter size for non-theatrical unemployment, insecurity and pov-
showing, and 35-millimeter size for In the eight depression years, a
The chairman of a town meeting (Robert Barrat) in the United Republican
Finance Committee film "A New Tomorrow." faces his pioneer audience.
theatrical exhibition. It will be new generation grew up. The pic-
shown to political clubs and civic, ture tells the story of one of them.
Addressed to the American People: business, labor, patriotic, education- Bud, who wailed
that America was
interpretive film production of the home the fact that, while inventive-
Institute of Life Insurance is now ness and ingenuity created the im-
Brilluinl fholijuniphy typifies Ihc slidefilm I'lomnm "The Tyes Hare II.'
1^
P R E V U E • IV
Ihuay .\.i.to>i. Ehcrhciyd }'abcr A not her "demonstration" scene in the ]'o)i can "hear the difference" m
salcsmau. shozvs" reasons -chy" (food recently produced Eberhard Fabcr film. the cone lest demonstration featured
"
f'ciicils arc "ivprth the difference." "Two Cents Worth of Difference in the sales - educational f'icltire
fOUMO aiutst T»<"' trade. This will be restricted until receive more extensive purchasers training tool. A new Dictaphone
the convention period is over in of business prospects through pen- picture is understood to be in
each territory. Because the film cil sales: to the trade it says, in preparation.
BATES Salesnum .McDonald tells his jelli'w f-tnsy e.veeutive Blakely "hasn't McDonald "sells" lime and
ivorkcrs hozu he landed the order time for salesmen" in "It's money saving devices, not
"nsm unit THINGS l^'ith a Bates d e in o n s 1 1 a I ii' ii The /.title Things That Cnnnt" /Products, in the Bates film.
IHM COUNT
[20]
Business Schekn
FILM REALISM SELLS
^^^
of the Soil. The former has the job medium can reach: products. Therefore, it is necessary windows, reinforcing steel, paint,
of selling the Corporation's per- 'We can make a few suggestions that they be made acquainted with etc. Various subcontractors handle
fected stainless steel and the latter about how building material manu- the merits of your products. This tile other parts of the building such
reels are addressed to rural audi- facturers, such as us. can use films alone is not always sufficient as there as plumbing, heating, ventilating,
ences with a direct selling purpose. to promote and sell to the building should be some incentive for them air conditioning, doors, locks, elec-
rials. So you can see that if your dustry both local and national that
product is one of these two or offer excellent possibilities for pres-
three, you have a better chance of entation of films. These associa-
success, although it is still very tions meet periodically and expe-
necessary that you do a good selling rience with our picture on stainless
job on the contractor. shows no difficulty in obtaining per-
"In addition to the above, there mission to make showings. In fact,
are a couple other people that may we have had them request showings.
be considered on some building These requests come about either
projects, the owner and financier. through a genuine interest to broad-
Sometimes these people influence en their knowledge or as an easy
the purchases, but as a general rule, out for a program chairman in ob-
they place the responsibility with taining some entertainment. In any
architect, engineer, and contractors. event we have bad numerous suc-
Empire State shy-
"In order to obtain business from cessful showings before audiences STRUCTURAL STEEL ill the building of the
scraf^er, from rolling and fabrication to
this field, it is necessary to have of this type all over the country." erection is f^or frayed in Pathescol>c-f>roduced f.VF) film for ('. S. Steel.
HuSIMiSS ScKKKN
concentration of the ores and in sulphate underground, and the pre-
smelting and refining operations are cipitation of the copper in tanks
depicted. containing scrap iron. Scenes il-
Operations are also depicted at Ajo. Copper Smelting, and shows the
where a 20-year old pit is in its conversion of copper ore and con-
prime. centrates into metallic copper. The
Steel Corporation's 1938 sound tacts with buyers and prospects, the
motion picture U. S. S. Cor-ten, a picture nevertheless has sufficient
two-reel production largely devoted educational value to be of interest
to the need and development of a to technical groups, engineering
new low allov high-tensile corro- schools and other organizations.
mining processes Uluslrated in the first film, ".4luminum, Mine to Metal" and (belo;
use of aluminum in transportation, mation, the making of castings, and the manufacturing scene is typical of the second and final reel, "Aluminum Fabricati
in the home, in building, and in the working of wrought aluminum, Processes." The pictures are thoroughly technical and educational in aspect. They he
industry. shows the sources of
It by stamping, spinning, hammering, been made available to technical groups, etc Ihi,.,i<}h the Bureau of Mines. (Jam F!and_
.
bauxite, the mineral from which welding and other processes. The
aluminum is extracted, and a series closing scenes illustrate research
of scenes illustrate the methods of work in the and the
laboratory
mining bauxite, and of crushing, many and varied uses of completed
washing, screening, and drying the aluminum products.
ore. Other scenes picture the vari-
ous processes used in converting Copper Industry Films
the prepared ore into the powdery The story of the production of
white chemical "alumina." which is copper, one of the most widely-used
then loaded into railroad cars and metals, is interestingly revealed in
shipped to points where electricity four new educational motion pic-
is cheap. Animated drawings are ture films made in co-operation with
used to show clearly the details of one of the larger mining companies.
the electrolytic process in making The methods and processes em-
aluminum metal in the form of ployed in the mining, leaching and
the most gigantic piece of equipment medium. No other medium offers such ideal The original DeJ'ry 3Snnn suitcase projector
in action. qualifications for entertainment and education developed in 1913 by Herman A. DcVry is
the forerunner of many extensive modern de-
complex in a straight-forward, legitimate way.
Films make the most
3 • elements of your sales story sim- Few agency men are qualified to produce
velopments in the field of portable projection.
ple and understandable through . . . an effective motion picture or are familiar with
use of slow motion, color, animated the existing channels for distributing it to se-
diagrams and other special techniques.
cure adequate well-selected audiences. It be-
A Few Prominent RIGHT off the REEL are the only screens used in the
Burton Holmes Clients (CuiUiinied from I'uf^e 13)
u'ood studios and in thousands of top- 4. Better and more efficient cool-
ing.
flight theatres, this Projector offers you
Better reel take-up and rewind.
exclusive features that put it YEARS 5.
6. Better equalization.
AHEAD.' In all, it's better i6 ways-
7. Better operating ease.
yet is priced with the lowest!
8. Better input performance.
9. Better convenience.
spark, fills them with the life and color that ing and adjusting may be done by anyone. 15. Better lamp service.
rivet attention to your message! Besides putting sing in your sales story, 16. Better portability.
Films literally float through this new Pro- the RCA 16 mm. Sound Film Projector
jector. No tugs or jerks mar performance. It "goes places" easily. May be carried like a
makes sales stories sing by lending new bril- suitcase. And you can use it with microphone Trademark "Victrola-' Reg. U. S. Pat. Off. by RCA
liance to every picture, new fidelity to every or 'Victrola Attachment. In short, it's better Mfg. Co.. Inc.
sound. An oversize reflector, condenser, and 16 ways — and is amazingly low in price! For For finer sound system performance— Use RCA Tubes
objective lens pep up the picture, provide full details, mail coupon.
10 to 20'; greater screen EducalioDal Depl. (BS.4)
RCA Manufacturing Co.. Inc.
illumination. Film takeup Camden. New Jersey.
who for more than seven years have motion pictures of the non-theatrical
been producers of industrial and type to meeting groups of our store
commercial films. members. Occasionally a manufac-
Donald C. Jones, President of turer will bring his sound machine
the General Broadcasting System, and run off his picture. But for the
assumes the office of president and majority of the meetings we show
AND
^PROJECTORS general manager of the
pany.
will
In Cleveland, the
hereafter operate
new com-
company
under the
films ourselves and I must say that
this phase of the meeting has be-
come '"the spice of the program!"
name General Broadcasting and While we have no funds at pres-
Show Slidefilms Best Motion Pictures Incorporated. ent available for the purchase of a
sound projector, we do own the
Associated Adds to Staff
very fine Filmomaster. Our films
Slidefilms,accompanied by sound or shown Genaro A. Florez, president of we secure from the fair list of
silently,have dramatic attention-compelling Associated Sales Company. Inc..
sources which I have built up and
Detroit, visual training specialists am
value that straight personal oral selling can il is with this in mind that I
and producers, announces two addi- writing.
never achieve. tions to his staff:
I wonder whether you could sup-
projection of Slidefilms leading L. S. Bennetts, who for the past
list of manu-
For efficient _ ply us with another
eleven years has been connected
who have silent as well
users rely on S. V. E. equipment. Made by the facturers
with the advertising and sales de-
as sound films available for our
originators of the standard Slidefilm Stereopti- partments of the Michigan Bell
use? For aside from the fact that
con, S. V. E. Projectors provide maximum even Telephone Company at Detroit, has
these industrial pictures are of
joined Associated Sales Company much interest to the men and
illumination of the en-
as account executive and writer.
tire screen area, assur-
women of our audiences, I am sure
Donald E. McGuiness. for the past that many manufacturers seek just
ing clear, sharply fo- five years with the advertising de-
this type group to whom to show
cused pictures. They partment of the Tractor Division of their films.
Allis-Chalmers in Milwaukee, has
embody many superior
joined the editorial department of
ORIOLE GROCERY SERVICE, INC.
Aaron Levin
features for the protec- Associated Sales as a writer.
tion of the film includ- if ants Retailing Films
ISew Electronics Lab
Editor, Bu^siness Screen
ing heat ray filters to
A step of far reaching signifi- * \^'e are interested in determining
minimize heat at the cance was recently taken by the whether or not you know of a non-
S. V. e. Projector Model 9
100 watts. For contact sales- aperture. They have Bell & Howell Company in the es-
commercial film, approximately
men and showings tablishment of an Electronics Divi-
groups.
to small
been widely used by .''i.SOfl feet to be used in a
long,
sion of the Company's Engineering merchandising program. By non-
critical buy-
industrial
Laboratory. With Louis A. McNabb commercial we mean something that
ers for more than 15 as Director, the new division will shows ways of improving the
years. lie devoted exclusively to design grocer's merchandising methods,
and engineering problems associated stories in connection with promo-
There are S. V. E. Pro- with sound phenomena, and will tional interests, etc. This film is to
every
jectors in styles for have complete jurisdiction over all be used in a Kimm Sound Pro-
requirement from 50- B&H research, development, and jector.
manufacturing in the field of sound If you have such a film, or know
watt units for contact equipment and television. The of one, we should appreciate hear-
salesmen up to 100, 200 Electronics Division will also au-
ing from you at your earliest con-
and 300-watt machines thorize standards for construction
\enience.
and inspection of electronic equip- DUNCAN COEFEE COMPANY
SVE PROJECTOR MODEL G for showings to large
ment, and will provide the inspec- Clay W. Stephenson, ]r.
300 Watts for Large audiences. Write for in-
tion instruments necessary for the
Audiences
This powerful Projector for
teresting folder "How to maintenance of these rigid stand- Scene from "Tuliplime at the New York
IVorUi's Fair," tiezt' all-color film of the
single frame slidefilms pro- Show It for More Effec- ards.
nationally famous Holland Bulb Industry.
vides not only brilliant iltumi-
nation for presentations in tive Presentations" and Wallace A. Moen Moves Up
halls, auditoriums and large
class rooms, but also utmost
name nearest
of pro- Assuming his new duties with a
convenience. It has as stand- ducer-dealer. wealth of first-hand experience in
ard equipment the patented the visual education field. \^'allace
S. V E. Rewind Take-Up Address
which rewinds the film in the A. Moen has been appointed As-
proper sequence as it is be- Dept. 5B. sistant Manager of the B&H Edu-
ing shown.
cational Division. After two years
of administrative work and direct
connection with visual aids in edu-
socieiy fOR visual €DUCflTion. inc.
cation, Mr. Moen joined the staff
ICO €flST OHIO ST«€€T CHICflCO ILLinOIS
of the Bell & Howell Company.
Business Screen
[26]
MORE THAN
SPECIAL ABILITY
TRADITIONAL Eastman uniformity
II
PLUS-X SUPER-XX
for ifvnvral sliiiUo use for all diffleult sliols
BACKGROUXD-X
for hafkffrtninds and general exterior work
ture production this year brings up ing cables. The DeVry 16 mm. Arc lamp in the standard size, seeking to
an important consideration of the Projector is another theatrical accomplish this without increasing
showing: problems involved. With quality unit in this classification, the wattage over 750. and thus with-
the perfection of 16 mm. printing also sold complete with speaker, out increasing the heat to the point
by Technicolor and Kodachrome amplifier and other accessories. All of possible danger. The result of
processes and developments by of these units are priced at approxi- this research is the new. 750-watt,
Cine-color and others in this field, mately $1,000 to $1,200 with acces- 10-hour lamp, which, although far
the sponsor must now be assured sories, 1200-watt lamp projectors greater in brilliance than the stand-
the maximum illumination in order range several hundred dollars lower ard 750-watt unit, generates little or
to assure audiences proper screen ill price. no additional heat. The Bell &Howell Fihnoarc features
Although the minimum life increased screen brilliance
quality vital to the enjoyment of ex-
these films. pectancv of the new lamp is but ten
The new lamp is offered as an addi-
Not only announcements of in- hours, it is felt that this reduction
tional unit for educational and /«•
creased brilliance from existing is outweighed in importance by
far
dustrial projectionists, to whom
750-\vatt lamps but consideration of the added brilliancy. B & H states
lamp brilliance in long throws is of
that for projector illumination, the
the 12nO-watt sizes and also of 16 more importance than lamp life.
mm. arc projection are of interest
new lamp is excelled in light output
The new lamp will be furnished in
in this regard. Particularly before only by the 1200-watl. 10-hour lamp
the new ""black-top" type, recently
rooms under in the larger glass envelope, which
audiences in large announced by B & H. which elimi-
arc is used in the Filmo ""Auditorium"
poor lighting conditions the nates the use of metal lamp caps. It
projector insures necessary screen Projector. Bell & Howell makes it
is, of course, equipped with the well-
brilliance. Choice of proper screens Victor's luic tly'"-U!-'>iU' s/^rilK'i-r clear, also, that the new lamp does known B & H pre-focusing and pre-
described in the item behni'
is another factor deserving thought. not replace the standard 750-watt, aligning ring on the base, a feature
25-hour lamp, which, it is believed, which this company has offered for
Typical Arc Equipment Of interest in the educational
continue
will to be used in the years, to assure maximum efficiency
and industrial fields are new im-
For utmost illumination of 16 majority of home-owned projectors. of each individual lamp.
provements made by the Victor
mm. films on large screens, etc.,
Animatograph's engineering depart-
the Ampro Model '"AA" 16 mm.
ment. One is Victor's new two-
Arc Projector is typical of this type.
speaker unit in one case under one
30 Amp. high intensity arc, auto-
matic carbon feed tri-purpose am-
handle.
sity of
This eliminates the neces-
carrying two cases in addi-
How to Use
plifier, and two speakers are stand-
TALKING
WATSON
PICTURE SERVICE
.
.
.
.
Ford
.
.
.
Goodrich
. .
.^llis-Chalmers
Standard Oil
. .
.
.
. Caterpillar Tractor
.
Firestone . Inter-
. . .
.
Goodyear
249 Erie Boulevard West Syracuse. N. Y. American Steel & Wire . . Minneapolis
.
of
Does-
t h c
Addilions to moder-
ils line of Chicago Wild-
.1 f ii'w-c<'<>f. simiiil nuttitm iiivlnrv alely priced projectors for 2" x 2" ing studios 1^
for the Fluridu t'ilrus Cinninissitm black-and-white or color films have af^pointed /-
& Norling always provide the imagi- Spencer engineers designed all motive and advertising field.
native direction, tomorrow's photo- three models with special provision
for protecting the film from dam- New Black-top Lamps
graphic technique and a fresh script
viewpoint.
age by heat. In the 100-watt model. No moreneed the customary
the ventilation system is adequate. metal lamp-cap be used atop the
See the new Chrysler 3-dimensional In the 200-watt model a heat ab- lamps supplied by the Bell &
film in technicolor at the World's sorbing glass is included, while in Howell Company for Filmo Projec-
Fair. The first time on any screen. the 300-watt instrument a fan cool- tors. Instead, these new- B&H pro-
ing altachmeni is used in addition jection lamps are coated with
to assure adequate coding. opaque black at the top of the
This black top
LOVCKS & NORLING STUDIOS glass.
reduce greatly the light
is said
filtering
to
245 West 55th Street New York through the top of the lamphouse.
Estahlhlir<l in 1925 and of course it eliminates the
necessity of shifting the metal cap
from a burned out lamp to a new-
one.
The black-top lamp will retain
the well-known alignment locating
ring, which has been a feature of
B&H projection lamps for so many
years. This ring, which is fitted by
a recently perfected precision braz-
ing machine to each individual
"Behind tht' Camcra'\ a full-color mo-
lamp, is said to absolutely assure
tion l^iclurc of the f>lwlO(n-af>hcr*s art
in bitsincss has recently been released.
correct positioning of the filament.
Sliiftio Vrofluves
1
York State to enthusiastic audi-
ences. A
Paramount Production.
EMERSCN rocrE
STUDIC
245 We»t 55fh St. Telephone:
NEW YORK CITY Circle «.3«tt
SLIDEFILM PRODUCERS
r
OUAIITY PRODUCTIONS
BLACK & WHITE & IN COLOR
dfc)(nmJ
Division of S A R R A, I n c
I
PAUL HARRIS PRODUCTIONS |
= 440 So. Dearborn Street Harrison 3983 =
% Chicago, Illinois =
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^
S^ p?
RURAL AUDIENCES AWAIT GOOD FILMS
llllllllllllllllllllllllllllllllllllllllllllllllllllll Business Screen t'Uils the Peoria Advertising Club 'lllllllllllllllllllllllllllllllllllllllllllllllllllll
film usage as well as production. The world- was Mr ernards organization which has so suc-
\
famous Caterpillar Tractor works has an exten- cessfully jiroduced the 4-H and Future Farmers
sive department as well as a permanent theatre films shown throughout rural America. One of
for employee showings; Hiram \^alker, Key- these, Under the i-H Flag, has been judged
stone Steel and Vi ire and many others have and the best of its type by this class of audience
are using both motion pictures and sound slide- and the newest one. The Green Hand, is now-
films for a variety of tasks. We couldn't have being widely acclaimed as a significant contri-
told these experienced sponsors a great deal of bution in the advancement of Southern agricul-
news in the brief time allotted to us. but perhaps ture through the Future Farmer movement.
showing and our helped those others
the film
who may have
the exclusive property of only the largest
believed
talk
that the medium was
manu-
Offers Unique Production Theory
Venard himself reviews The Green Hand with
THE VE\UD
unsparing directness and cites the difficulties
facturers.
encountered in working with an untrained ''home
Producer Is Ri^^r^l Specialist talent"' cast. But it is the enthusiastic accept- IIR(i\\IZiTIO\
Peoria is the home of C. L. Venard. specialist
ance of this tvpe of picture among the people
COMPLKTK LIBRARY
Universal Ih
<;L.\F:K\,K SERVICE . . . FILM
PATHESCOPE CO. of the Xorth East, Inc.
438 STIART ST. BOSTON, MASS.
_ SOIND PROmOR 6^_
HAS EVERYTHING!
. LOW PRICE • FOR SOUND OR SILENT FILMS FOR
FILM SHIPPING CASES PUBLIC ADDRESS OR PHONE FULL POWER AMPLIFICA.
•
•
DOUGLAS
in a
tion has included selected General
entirely. ,\\. the present time com-
Motors films.
mercial movies for television on
N.B.C. must not have too blatant an Other typical industrial films
paying for pictures nor charging Helpjul Henry, a comedy from In-
With carefully designed to provide the max-
its sfliediilcs
for showing them —
educational or ternational Harvester Company.
imum in frequenev and convenience, Cliicago *X Southern entertainment qualifications are a Hauaiiun Harvest, a thirty minute
offers vou quick access to every important city in tlie Mid- prime requisite. That these qualifi- educational film frozu the (!alifornia
west and South — in the greatest comfort, security and
cations will relax whenever tele- and Hawaiian Sugar Refining Cor-
luxurv now available in modern transportation. This great vision begins sponsored operation poration, and Trees and Men, a
new fleet of famous Douglas DC-3's has been made possi- on a permanent basis to permit a forty minute picture from the
ble bv the ever mounting popularity of the services of- more pointed message to be trans- Weyerhaeuser Timber Company,
fered bv Chicago iS; Southern. Thousands of travelers have mitted seems very likely. "Family"" these being pictures produced by
saved time and money flying "The Valley Level Route" type pictures seem to have had the Dowling and Brownell of Holly-
on both business and pleasure — thousands more will do best response so far. probably be- wood. Approximately 800 televi-
so, faster, and in greater comfort, during the years to come. cause of the fact that these films go sion sets are in use in the thirty
into the homes of the audience, mile radius of territory now being
which fact need not be considered reached from the Don Lee Los An-
/liA^ JlUted^
Ftpr Keservatiims iinti
Injornialiuii Call Your
Travel
—
C.hiiafio
Afieiil in
I'orlstiumlh 9010
flJGHTS_
SERVICE ON
ftLL
SfEV^^RDESS
Typical malum picture prodacli,;, .>,./!. al the Iiiiiic Eastern Senice Stadias tit
Long Island City with the recent, vitercsting Masland Company film m the making. ii
Business Screen
[34]
MODER\ SiLESlll\SHIP
mands more than just office space and local transportation: today's
lAljuM-i Till' permanent llieatre of the Chicago Lighting needs include customer facilities, fre«|uently-needed space for sales
Institute is typical of meeting rooms at 20 North \^ acker.
gatherings, conference rooms and many other social and business
l)> residents.
All L\qi:ikies to
AuDi(i-:ss
1 N T 11
7 : (-
j
Once the salesman appreciates his able for sales meetings, large and
mistakes, he is on the road to im- small.
provement and more sales. Every salesman should be afford-
Such is the thinking behind the ed the opportunity to see his own
new Jam Handy special, "The Face "Face in the Mirror". Address
in the Mirror". Both the good any of the Jam Handy service
and bad tilings which salesmen ofliccs listed below.
We'll help you work out production details for your Minute
Movies and book them as part of the regular performance in
as many as desired of 8800 theaters, located from coast to
coast. Screening cost $3.00 per thousand people reached.
Write today for facts about current Minute Movie campaigns.
i
INCORRECT THREADING
OF FILM IS POSITIVELY
No More Damaged Film!
MARK UP another bull's-eye for Bell
engineering! The your
&.
To
thread the film, the
SEE HOW EASY IT IS . . .
is a Sensational Success
Leading Industrial firms and schools
Check these AMPRO features! are ordering and re-ordering the
new AMPROSOUNDS in ever in-
creasingnumbers. Behind this
• NEW —
sound loop synchronizer Permits perfect synchroniza- amazing success of the new Ampro
tion of picture and sound by the exact forming of sound
loop. Guesswork is eliminated. Re-setting of sound loop ac-
Sound Models "XA" and "YA" lies
complished without stopping projector when loop is lost a story of numerous superior fea-
through faulty film and without damage to the film. tures that have set new standards
of performance for 16mm. sound-
• EXTREME —
quietness of operation Runs so silently that no
on-film projection.
"blimp" or covering case is required.
• EA.SE —
of operation All operating controls centralized on
one illuminated panel.
• IMPROVED —
sound optical system The light from the ex-
citer lamp projected directly and optically onto the photo
is
cell without the losses or distortions normally encountered
when mirror, prism, or mechanical slit is used.
• IMPROVED light optical system —
In perfect alignment at
all times, pre-set by the factory. Projection lamp base ad-
justable so that filament can be moved manually into perfect
alignment with optical system. The Reflector and Condenser
lenses are mounted on front cover for quick cleaning with-
out the necessity of using tools.
• 1000 WATT Illumination provided— AMPROSOUND
Models
"XA" and "YA" are approved by the underwriter's Labora-
tories for lOUU Watt lamps. A 750 Watt Lamp is normally
furnished as standard equipment but can be interchanged
with 1000 Watt Lamps.
• iS.MOOTH —
sound Entirely free from waver and dis-
tortion due to its finely balanced flywheel, mounted
on airplane type grease sealed ball bearings, and
Ampro's patented film guides. Curved film guides
placed before and after the sound drum and sound spocket
prevent the film from flapping.
• IMPROVED sound drum and
filter —
Mounted on precision
type of sound drum avoids sliding
ball bearings, the rotating Also a Complete Line of
—
action between the drum and film prolong film life and
maintains high quality sound. Curved film guides before
and after sound drum eliminates weaving and "Belt action."
Precision Silent Projectors
• SIMPLIFIED —
threading Same as threatling silent projector, Ampro Silent Projectors have been long famous
with exception that film also loops around sound drum, for their brilliant illumination and ease of op-
eliminating looping film over a third sprocket. Film guides
eration. They are today approved equipment in
assure correct, easy threading.
thousands of schools, colleges and homes all
• FA.ST Automatic rewind
— 1600
—400 ft. reel rewinds in 35 seconds over the world. Among people who know
ft. reel in 75 seconds without damage to the film.
No transferring of reels or belts.
—
Ifimm. projectors Ampro is recognized as
the standard of quality. Send coupon today
• USES Standard lamps — Standard prefocused lamps, up to for catalog giving full particulars including
1000 Watts. "Special" high priced lamps not required. the complete Ampro line.
M
je.lur~.
Ampro Tri-Purpose
Same
Addrett., „
Public AddrcH8
.-.
isyt«lcm.
iai. ____._ — .. — —
r.ity Slate RS-fi Ml
.
The Simple Secret of Success
in Cartoon Animation • • •
''IDEAS-WELL EXECUTED If
Talon, Inc.
The Texas Company
between management and labor... for the stimulation
of consumer buying . .
OR ANY OTHER CARAVEL CLIENT A Caravel Plan is more than a motion picture or a
slide film; it is a completely rounded program which
directly leads to mcieased sales. Ask our clients.
C^^TO®K]^OLB^§.[Lm
COMMERCIAL ANIMATED CARTOONS RECENTLY COMPLETED IN OUR STUDIOS
FOR THEATRICAL DISTRIBUTION
"Time Counts
"Cross Country Kun"
"Endurance ReLn"
W. K. Kellogg Company Rice Krispies "The Pantry Purge"
"Breakfast Pals"
Breakfast Harmony
"Sinking, Sinking, Sunk"
Energy Up-Batter Up
"Milk With Oomph"
"
Ford Motor Co. (Non-Theatrical) Parts Keep This Under Your Hood'
YOU ARE CORDIALLY INVITED TO VIEW OUR RECENT PRODUCTIONS IN THIS SUCCESSFUL ADVERTISING
MEDIUM
NEW YORK - 30 ROCKEFELLER PLAZA STUDIO - BEVERLY HILLS, CALIFORNIA
THEATRE DISTRIBUTION
Results of recent distribution surveys are available to clients and distribution can be effected through our facilities
or those of other cxistini^ placement companies.
• ThERK is ,M STli'UBl.K I'HIDK ill
This Month: Screen advcrlisuui The production story of the neu' Ford- Coca-Cola's •'Refreshment Thromjh PnPonI (Finishes Division) is the
Years" reviezeed on paye \i sponsor of another recent picture
passes in rez'iew read about this mitch sponsored World's Fair film"Symphony the is
discussed on page
:
WW
''FOR THE MOVIES AND SLIDEFILMS WE PRODUCE
WE RECOMMEND
DwrE
(Reg. U. S. Pat. Off.)
QeoA.<fe. &ioAcft
PRESIDENT
RO B/U(2 K
N C O R
''
UAjm^atlmUi
15 EAST BETH UN E AVENUE • DETROIT • MICHIGAN
DA-LITE
-?/^M/ Ck^mce ofULeadutf 'PAocUece^ts-, VlOtU^^etin^
SCREENS
MANAGEMENT
detcrmtncs trie success of
a nation-wide
Manufacturer- Dealer
Cooperative Movie 1 rogram
Here at UNITED for more than seven years we have
been successfully managing dealer cooperative movie
programs for manufacturers. If you are considering
such a program, it will pay you to come where they
know how . . . where they have been doing it for years.
UNITED FILM AD
SERVICE, INC.
CREATORS-PRODUCERS-MANAGERS
Kansas City, Mo.
Member of Associa-
tion of Advertising
Film Companies.
7-PHILCOs iHufch.n.
Disti-ibiitor for Gen-
Advertising Company eral Screen Advertis-
<"c.) Cooperat.ve ing. Inc. .Chicago, and
Pro-
^
gram for Its dealer: Screen Broadcast Cor-
poration. New Yor/(.
•"i!
[9]
Number Six 1940
:
V P
*'!
to see
out
what
lo
RIJ'S FillR
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiih
LETTER between performances Sunday and
some people
than wait.
left the theatre rather
Gibson's Fair of 1940. For the past The feature allraction in the Food
This year's edition of the Neiv ) ork W orld's Fair presents another
weeks it had appeared that Mr.
outstanding illu.slrution of the teide and varied uses for the busi-
Building is National Biscuits
Jupe Pluvius was settling down to Mickey's Surprise
Party. and
ness film. Here Business Screen's Eastern editor tells about them.
the status of a permanent exhibit. Around Clock with the Cues.
the
In view of this constant inclement These are hold-overs from last year,
be shown between each demonstra- and needs no additional praise. I
weather, however, it would seem and I am told they will be shown
tion. DnPont guides told me that did think, however, that a newer
that the attendance has not been again throughout the season. At the
there had been some talk of using a print might have been used. At the
too bad; to date (17th day), the session I attended the hou.se was
movie in the hall at the end of the showing I witnessed, the film was
attendance has been over 1 .300.000 just as full of happy, shrieking kids
circular chemistry exhibit, but that badly scratched.
last year this time it was
at as ever.
is just a rumor. Coca-Cola has taken over an en-
1,600.000. With brighter weather The Story of Lucky Strike is
Petroleum is back again with an- lire building this year and is show-
admissions should pick up con-
other puppet picture. It seemed but ing Refreshment Through the Years,
again on view for American
siderably in the next month. Toliacco. I was told that there were
little different from the 1939 film. the new Technicolor film which
The Chrysler Theatre was the first plans afoot to bring in a new film
Men Make Steel is being shown shows the part Coca-Cola plays in
stop on my tour. They have the shortly.
in a small theatre on the second American Industry. I thought it
much heralded new Stereoscopic The MacFadden Theatre of 1939
floor of the U. S. Steel Exhibit. This was a fine clean-cut presentation.
Technicolor film depicting the has been taken over by Household
Technicolor picture is well known Continuous showings might be a
building of a Plymouth in stop-mo- Finance who again have Edgar
tion. Aptly titled. Neiv Dimen- Guest.
sions, it is a worthy successor to
Coty has a new Kodachrome.
last year's smash hit. in fact, it was
Living Color, which should be a de-
one of the very few places in the
lightful surprise to doubters of that
Fair Grounds on this drizzly day
process. If the projectionist would
where I saw anyone waiting in line.
focus the film and turn down the
The new Chrysler picture is pretty
speaker just a little it would hel|i.
much the same as last year's attrac-
The feature of the film is the beau-
tion except that it is in color. You
tiful optical work,
showing the
still hear the bowls of delight when
blending of face powder and rouge
a cam shaft seems to hit you in the
and the remarkable color accuracy
eye.
attained.
Across the street, the Ford ex-
hibit has a new theatre featuring a
Johns-Manville. who displayed
pictures in large quantities last
ballet, a clever fashion show, and
year, have turned over their theatre
the beautiful new Technicolor
movie. Symphony in F. The Ford
lo Vi MCA for broadcasts emanating
from the Fair Grounds. Frankly,
Exhibit seemed to lack an entertain-
considering last year's films at this
ment quality last year, that one
quality which prevents Elmer from exhibit. I think it was a wise move.
Motion pictures an exposition
at
wandering tbrough an exhibit in
such as this must keep the holiday
five minutes flat. The new theatre
should solve the problem; the mo-
spirit to some extent: they must be
tion picture seems to tie-up the mes-
colorful and dramatic. The ordi-
nary expository film simply will
sage of the whole exhibit into a Exterior aud interior zneivs of the U. S. Steel exhibit and theatre.
not do.
concrete theme. I know that in my
case it had that effect ; I went back The value of good colorful and
to see some
the exhibit that
of the other features of
I had hurried over
Steel's New York Fair Theatre
IIIIIMIIfllllllllllllMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMIIMIIMIIMIIllllMIIMIIIIIIIIIIIIlltlllllllllllllllllllllMIIMIItllirilllllltlinrillMIIIMItnilMnMIIIMIinilMIIMnrinUIIIIIIIIMIIIM
dramatic pictures has been borne
out by the major exhibitors who
ago that both Westinghouse and ture theatre has been added to the The narrative accompanying Men \\hereas two of last year's major
DuPont would be represented with United States Steel Subsidiaries Ex- Make Steel is presented by Edwin exhibitors have drojiped the motion
I found none at
hibit at the New York World's Fair C. Hill, and the musical score, picture media (MacFadden and
films this year.
Two of the guides at in order to make possible the pre- especially prepared for the picture, .lohns-Manville I. three new theatres
either place.
the Westinghouse Exhibit told me sentation of the technicolor movie. was recorded under the direction of have been built (Ford, Steel, and
that there just was not enough room Men Make Steel. Robert Armbnister. Coca-Cola). And where last year
for a film theatre. I .should think Men Make Steel was filmed by a Along with the moving picture only three of the majors used color,
an ideal place would be the little Hollywood crew. The equipment, theatre on the second floor of the this year there are eight. It all
theatre where the Battle of House- direction and technique are the exhibit are a series of dioramas seems to bear out the premi.se we
wives takes place. The film might same as are used in making a Holly- forecasting how steel may serve in discovered last year: the job of
wood feature production. the the future. These dioramas include a the motion picture is to attract the
Editor's Note: Since the above actors, however, are the men who forecast of possible future develop- largest possible percentage of visi-
was written, word has reached the make and the scenes are scenes
steel ments in pre-fabricaled steel hous- tors attending the Fair, and then to
editorial offices of Business Screen of actual operations photographed ing; an imaginative representation hold their attentive interest for the
that prepared animated
specially at the ore mines and inside the great of a hydrophonic tomato farm, longest possible time. Using ordi-
subjects based on the Westinghouse mills where steel is made and rolled where all activities from irrigation nary expository pictures with no
ultra-violet lamp are ready for into finished forms. The picture, in lo reaping are controlled by radio: particular "sock ", Elmer will walk
showin/i at the Company's New a{ldili()n to telling a story of steel- and a working model for the (!ily out in a hurry, but with especially
York Fair exhibit. A review «/ making, presents .scenes of extraor- of the Future, where all traffic runs desigtu'd colorful films his attentive
these contained in our
will be dinary beauty as the technicolor smoothly when regulated by central interest can be attracted and held
forthcoming Fair Survey pages. camera records the brilliant colors grouping. with a surety. — Bob .Seymour.
asks for a picture to sell and entertain farmers ... a motor car
... a tire company asks for a film to introduce a new tire for farm
that will show retail outlets how best to sell the product . . . one
ICACO • II O L Y W O O
What
Audience do
'^^Hf^
you want for your
9
industrial film? ^
. . . and what
Markets? ^'^'/c/
/•ef7
For one
histories of
client, distribution
MODERN'S
only has value
distributive selectivity:
^
adult women's audiences within a one of their outlets.
close |)roximitv of
IMODERI\ olitaine<l a better than specified average attendance and staged
2865 shows In specified quantities per month per territory over a period
of three years.
This cHent just released a new picture — again relying on MIIDERK.
^
Another client sells mainly to men, and restricted his showing to 67 selected
areas from coast to coast.
IVIODERM controlled activity to specifications and has staged 5522 show-
ings to men's groups only.
This program is still in circulation.
Stillanother regular client brings out yearly models and felt that sales could
be increased by showing his picture to every dealer's salesmen in the United
States in a series of key city meetings, the entire series to start and finish
within a two day period.
IMIinERN supplied projection service at every point timed with the client's
schedule an<l for the seventh year straight scored a successful performance
for the client.
IFIiat IS your problem y The above are but 3 out of dozens of satisfied clients.
Modern Talking Picture Service can help you. Telephone Circle 6-0910
or write to:
•k We can take the text of our theatre in the land for the past tions begun for strictly progaganda The practical business of devel-
recent lesson in international af- several years. In Germany, too. ])urposes. Of these, we saw The oping a strong national defense
fairs from the easy-going ways of visual education in the schools has Lion Has Wings, an ambitious fea- force and the training of thousands
the old saying, "live and learn" reached the greatest perfection and ture production based on Royal Air of new recruits will be considerably
which must certainly be revised in that nation is far ahead of the Force Squadron 992, a
activities. aided by the use of technical and
the light of events to leant and — rest of the world in the use of film of the Balloon Barrage, was training films. Every operation of
live. Not only do we need to learn scientific and educational films. not shown here. France, mean- modern mechanized equipment,
about democratic institutions, we Government under the
films are while, had an imposing list of every maneuver of modern aircraft
need to work at them. and
direct supervision of the Nazis thirty propaganda films, all of and naval units can be picturized
Faith, blind and unswerving in both photography and sound are of which were |)roduced after the be- and drilled into the minds of those
the wrong as in the right, has ap- the finest quality. No expense is ginning of hostilities. who must aid in this program far
parently won great battles for the spared to produce films designed better than it can ever be accom-
These came too late. England
forces of totalitarianism. It must to inculcate national pride, as wit- plished short of the actual experi-
and France afford simple lessons
be girded to win even greater bat- ness the thousands of feet exposed ence which comes only as a final
of great importance to all of us.
tles for reaffirmation of our na- in the filming of the last Olym- stage in the training routine.
We won't need war propaganda if
tional unitv. For indifference and pic Games and the frequent
we sell America to those who en- \^'e must learn to accept these
disagreement we must substitute a production of semi-official feature
joy its blessings now. We won't "tools" and to use them to their
thorough knowledge of our affairs subjects for showing in Germany
have any use for anti-anything if utmost. No must stand
traditions
and a common belief in the essen- and abroad. The government's
we speak for a pro-.\merica and in the way of the employment of
tial truths regarding them. most recent "contribution" was the
for all that America means today such films industrially. The film
filming of the invasion of Poland
now. Such films will be shown has shown its possibilities as a
Propaganda for the Right and. later, of Norway. These
without government order in every mass • production training instru-
graphic subjects have been shown
These are theoretically goals to theatre in the land and cheered by ment. It is capable of driving home
in the Balkans and elsewhere and
be achieved by a program of pub- those who see them. intricate mechanical details just as
are said to have been effective in
lic education. There are important They need not be produced by
well as political idealogy and we
paralyzing Norwegian resistance in
direct objectives, which
however, are far better equipped with pro-
the early stages of that invasion. A government propaganda agencies
need to be examined and pursued duction facilities and distribution
good percentage of newsreel foot- and then they will not fall into the
for their immediate benefits. These, of political propa-
facilities to make the job succeed.
age given to American concerns classification
together with the agencies avail- made These, then, are a few of the
was taken by official German gandists which was the charge
able for achieving them are worthy staff photographers. of the recent United States F'ilm practical aspects of the situation.
of the attention of both govern- Service after its production of \^ hat method of organization can
ment and business agencies. Of What Can We Learn? supposedly pro-New Deal pictures. bring these into effect?
these agencies we are principally In England, as in Germany, the They will take their inspiration
concerned with the efficiency and motion picture has been a most val- from the greatness of industry and \^"hat Are Specific Tasks?
depth of film propaganda. uable addition to the government's of industrial achievement. They
word "propaganda" has Business Screen advocates the
The information agencies. England's will tell the youth of America that
formation of a non-political citi-
horrid implications to the "angle- contributions were sociological and we were the first to conquer the air
But zens group for the organization of
conscious" American mind. it self-critical until the actual period for free men and the strongest to
has as much meaning for the dis- of the war, however, and not until oppose those who would use it a national film program. We do
semination of truth as has for the after the declaration were produc- solely unprincipled not advocate the dominance of such
it for conquest.
half-truths and distortions with a group by industrialists but in-
which it is so often associated. We siston their presence on it; neither
need a new term and very prob- do we exclude government officials,
ably it is "public education." Thus educators and representatives of
we examine films for public educa- both commercial and entertainment
tionand those intended for specific film industries.
problems dealing with personnel There is a real need for the em-
and defense training as we ployment of every weapon of pub-
lic education that we have at our
Film Programs .\broad command. \^e have the greatest
knowledge of the film medium in
From Germany comes the au-
the world and the most sizeable
thoritative report of one observer
who brought to Business Screen
industry. Let us use it now —not
for the purpose of selling out our
the facts concerning government
public sympathies for the produc-
films alloted a regular portion ot
tion of "anti" propaganda but for
the screen programs in ever\
tlie task of uniting .\merica.
His assistance was sought and he
Coca-Cola Produces
became a '"producer" for a day.
Refreshment Film Contrasting with the crudity of
Man's constant search for re-
A MOVIE-CONSCIOUS PUBLIC the old-fashioned bottling methods,
freshment the theme of the Tech- are modern scenes detailing the
nicolor
is
The story, dealing with the ro- %W /"K MAVK said il often an<l we repeal it now: llii'rf ran svrup and the modern bottling of
mance and growth of the carbo- he no roll! promise of ihealriral (junlity proiluelion carbonated beverage is carried out.
nated beverage industry, begins in .sl<inil<ir<l.i for the sponsor who iiiins lo reatli any portion Hefreshment Through ihe } ears.
the early days when natural springs of the puhlic with motion pictures. The 8.1,000,000 also provides glimpses of other in-
of carbonated water were places Americans who patronize ihe 17,000 theatres in this dustries that are closely related,
that only people of wealth could land of ours each week have been echieated lo standards such as the making of bottles, the
visit. of proihielion quality and te<dinioal exeellenee far e\- manufacture of crowns for bottles,
It was Joseph Priestly who made eeedinjj any period in our past history.
the harvesting of sugar, as well as
carbonated water available to scenes madein steel mills and
All of the equipment
personnel capable of lurii-
an<l
which supply mate-
plants
everyone, according to the picture, other
in-; out the masterpieces of einematie art wliieh we have
by discovering how to make it in rials for the carbonated beverage
liis laboratory about the year 1767. recently seen in our local theatres can be duplicate<l in industry. Produced entirely in
Later, Townsend Speakman, of Phi- the coniniereial production field. Recent successes in Technicolor by the Jam Handy
ladelphia, hit upon the idea of color and lliird-diniensional production show that the Organization. Refreshment TItrough
flavoring carbonated water to pro- commercial producer is going even farther in inventive the Years is available from local
duce what |)eople began to call originality than is now possible in the theatrical field. (!oca-Cola bottlers for showings at
"'.soda water." The of films with a purpose requires both creative
art clubs, schools and other groups.
Some of the most interesting
skill and sound business knowledge but it must not be
scenes in the picture are those
Camel's Theater Ads
cheapened by a reduction of final production quality
showing how the old-time bottling Four minute movies, produced
through bargaining or semi-amateur production
price
plants were operated at the begin- in Technicolor for Camel (Cigar-
with inferior equipment.
ning of the present century. To ettes bv \^ est Coast Sound Studios.
make these scenes, an old-time Holly woo<l has shown us Ihe way with great pictures; Inc.. of New York City, super-
plant, with its foot-power ma- ithas also shown us the road to box-office failure through vised by \^illiani Esty .Agency,
chinery, was .set up in a studio the cheapening of its product. INo one compares the and distributed through Screen
on the United Artists lot in Holly- lavish butlgets of super-spectacles with the far more Broadcasts and General Screen
wood, where the Jam Handy Or- modest expenditures available for commercial films but Advertising, have been the basis
ganization has its coast production the audiences are often the same. There are millions of for an advertising campaign run-
headquarters. ning nationally from coast to coast.
them awaiting educational, informative and entertaining
Then the problem developed — reels but they will all insist that such pictures meet the
The theme of the series is taken
how could this forty year old equip- from ""seeing is believing" adver-
standards to which ihey have become accustomed. Their
ment be operated? Property men tising appearing in leading publi-
nundiers and interest are worth this miMimum re(|uire-
and technicians were stumped. cations and features the smoke test
nient without mentioning the fact that your product's
They found that a man now living by which it is proved Camels give
in Los Angeles, and identified with position and superiority are also being judged. the equivalent of five extra smokes
the Coca-Cola bottling business, O. H. C. per pack because they smoke
once ran a set of this old-time ma- longer than any of the other of the
chinery in his youth in Alabama. fifteen other brands tested.
II HAT IT TAKES TO MAKE A MOVIE: this simple scene from a sonnel j)irtured in t/ie scene (right} which shows the same
recent commercial film production appears on the screen for a few set from the electricianand properly man's point of view,
fleeting seconds in but a single sequence from a lengthy not lo mention the long and tedious research ichich made his-
production but "behind the scenes" lies the equipment and per- torical accunu-y possible in each detail of the set{uence.
31-^*15
SCREEII jlDlJiRTI!i.lllG
More than one-hai.f of the National and Dealer than 7.000 theatres of the country 2 As a measure of subject treat-
nalioii's 17.000 theatres now ac- Co-OFERATIVE FlELDS has gone on ever since the birth of ment how did you like the man-
cept and regularly show screen the movies. The fundamental fact ner in which the subject was
advertising to their patrons. The National campaigns based on lo- is that audiences resent only handled in these films?
majority of these are very hrief cal tiealer participation form an- poorly-produced films or those in
messages of approximately one other field of screen advertising. poor taste and the modern adver- Maintain Research Departments
minute in length and not more than Such films are placed on a basis tising playlet is produced accord-
Theatre relations departments of-
five are usually shown on a single similar to co-operative newspaper ing to standards comparable with
fer indexed information concern-
program. advertising in which the national those of Hollywood's finest.
ing the seating capacity, average
This is not a new medium and organization prepares the original Some locally-produced playlets weekly attendance, location, type of
yet its present sponsors and the advertisements and the deah'r have been offenders of this rule. patronage and days per week of
meets the cost of local distribu- Poor sound qualities and amateur- showings of every theatre in the
producers and distributors of the
tion, in this case the local theatri- ish photography contribute to the country. Attendance figures are
films have brought it to a stage of
cal showings. The national cam- audience's dislike of these local computed on the same basis as that
perfection and receptivity far be-
paigns are placed through national butcher, baker and coal dealer used by theatre managements to
yond that of its early beginnings
film distribution agencies especi- trailers. Such antipathy is not gauge their own incomes and
in the glass slide and curtain ad-
promo- felt in the case of the national quoted lower. One formula set up
vertising days. Today color, car- ally geared for selection,
as playlet and, in fact, recent color as a rate base is "attendance equals
toon fantasy, swiftly-paced news- tion and distribution as well
cartoons have been created with six times seating capacity."
reel sequences and sound make analysis and checking of returns
applause.
these minute-length movies the and results. Local participation In further pages other factors
programs are sold to the local Although this field represents but are discussed. In summary of
equal of the feature attractions
dealers through field sales staffs one of the many ways in which these it may be said that theatre
they accompany.
maintained by those organizations films are used today by business, it screen advertising is a medium
Two fields of circulation are
nevertheless, a potent factor be- with a proven "present" and a
specializing in this type of it.
available to the screen advertiser:
screen advertising distribution. cause of its ability to deliver mass great future. Its present lies in the
in the first, the manufacturer with
audiences at a flat price per person actual statistical facts which such
national distribution may purchase distributors are able to lay before
What Do Audiences Think:? subject to careful auditing of re-
a complete campaign liased on a the advertiserwhich show the large
sults. The potency of the film me-
syndicated series of film playlets to The theatre owner is tlie judge
dium is by no means diminished numbers of excellent neighborhood
be placed in theatres a])proxi- of the acceptability of screen ad-
by the observation of the rules of theatres in large cities and small
mating his own retail outlets. These vertising. Often confused as evi-
which are available for this potent
good taste. In one typical screen
national advertisements may be lo- dence of the non-acceptance of such method of advertising. Its future
campaign, a ciuestioniiaire was sent
calized by the addition of dealer programs are the lamentations of lies in the good taste and in the
to 161 theatres; 49 replied and of
signature "trailers". Circulation producer-controlled theatre man- strictadherence to the rules of au-
these 48 reported either excellent
controls based on theatre attend- agements and of producing organ- dience acceptance to which spon-
or good as their answer to the fol-
ance assure the advertiser and ad- izations who have products which sors and producers alike must ad-
lowing questions:
vertising agencies (who place a compete for all available screening here so that this medium may one
great percentage of such business) time. On the other hand the show- I. How did your patrons react to day take its place with radio,
careful measure of cost and results. ing of advertising playlets in more the advertising playlets? magazines and newspapers.
will of the
hood.
screen
it
He
to
sells. The theatre
manager has only two assets his
wise judgment in selecting pictures
and promoting them and the good-
people in his neighbor-
will run nothing
which any
—
on his
appreciable
examples of different techniques
study.
Production is still regarded as
something mysterious and therefore
many advertisers ask what sort of
playlets certain outstanding succes-
ses in this field are now using.
to
It
that
helpful to have
edge, but it is
all
ing campaigns have been run and Advertiser "B" should use it also.
are now being run successfully does For most purposes, it may be
prove that consumer motion picture sufficiently clear to divide produc-
advertising in theatres can be made tion technique into three groups;
and is now being made acceptable newsreel type, plot type and enter-
to theatre audiences. tainment. Under this last heading
comes the strictly entertaining play-
0.\E Minute — One Objective let and cartoon animation.
First: You are advertising to a face. ing story, as other equally impor- through the use of short screen ads,
setgroup of people, not to individ- Therefore, the first thing to re- tant details may be featured, one the advertiser was able to show and
uals.Your magazine advertising or member in preparing commercial at a time, in a series of playlets. describe his unique demonstration
your radio commercials are really motion picture playlets for release in a way never before possible.
Wide Field of Expression
individual advertisements, reaching in theatres, is to bear in mind that
The Plot Type of Playlet
and directed to individual people. nothing should be injected into the Third: In the preparation of
Your prospect may or may not playlets to which any person of copy for the older forms of ad- This type, which at least up to
choose to read your printed ad. If any type could conceivably dis- vertising media, the experienced ad the present, has been used less than
he reads it and does not approve like or object. It is even more than writer knows what technique he is either the newsreel or entertain-
of it, you have lost nothing except a question of infecting your audi- —
going to employ balloon copy, big ment types, consists generally
one prospect. His opinion does not ence — it is a question of having pictures, etc. Over the years there speaking of a plot situation whose
influence the balance of your audi- your advertising run or not. Unlike have been, literally, hundreds of solution or denouement brings in
ence. Similarly, your prospect may publishing or radio enterprises, the outstanding examples of good ad- a hard hitting commercial at the
willingly listen to your radio com- motion picture theatre is not in vertising, which serve as guide close of the playlet. Probably not
mercial or he may tune it out. In business primarily for advertising posts in the preparation of cam- too many types of products and
either case, you have simply won revenue. It keeps its doors open be- paigns. Minute movies are a new sales stories lend themselves to this
or lost one prospect. cause it makes money from the en- medium and there are not so many {I'leasc liirn to page 32)
Dumd
"
The records are replete with case tising effort with the ultimate cus- tional ad films, through dealer out- dise and most manufacturers agree
histories showing how quickly and tomers. lets, no story would he complete that the successful promotion of a
thoroughly the local outlets mer- One of the largest manufacturers without mention of one of the coun- candy bar in any market depends
chandise the movie campaign from of electric refrigerators and other try's largest manufacturers of high on the willingness of the candy
the standpoint of increasing their electrical appliances has, since priced shoes. This company pro- outlets to feature their product with-
slock inventory and putting on spe- 1935, tied in with their dealer out- duces a Spring and Fall campaign in reach of the casual customer. It
cial window and counter displays. letsby means of national screen ad each year and has since 1933. The was found that a high percentage
There is a reason for this far campaigns. films are produced in Color, allow- of dealers were anxious to ca.sh in
beyond the fact that the manufac- Careful consistent surveys on the ing for a ten-foot dealer identifi- on the "minute movie" campaigns
turer is coming into the town with part of this company indicated that cation signature. This campaign is to the point of giving display space
a new tie-up advertising campaign. dealers have traced many direct particularly remarkable because it most advantageous, not only to the
sales of these high-priced products is a case where the dealers pay the dealer, but to the advertiser him-
Tracing back the history of ad-
to this advertising. Further, the entire screening cost. In spite self.
vertising on the theatre screen, its
roots lie deep in the local dealers
company surveying all outlets using of the fact that it is the dealer's
Dealer Help Tie-Ups
own advertising set-up. About this advertising on a cooperative own money which has been ])aying
Alert manufacturers can double
twenty years ago, some of the first basis with the client, discovered for this advertising, the same deal-
the interest in their movie cam-
efforts to put advertising on theatre
that 71% of the dealers who re- ers repeat and repeat and repeat
screens were made in behalf of the plied reported actual traffic in- — proof that they are finding a
paigns by inexpensive timely tie-
ups with their advertising films.
from the playlets. 87/f of worthwhile sales-maker
local dealers — grocery stores, beau-
quiries
the dealers stated that the results with their other activities.
to tie-in
One or two cute cartoon animation
ty parlors, drug stores, clothing characters (if their production is
stores, etc.
were favorable. . . . 84% expressed
Five and TeiN Cent Items and Ui>
that type) ; a feature scene from
received either a desire for the continuance of this
These dealers one of the "minute movies"; mate-
.syndicate services or syndicated advertising. Remember, the dealers Naturally, manufacturers of large
rial of this type can be reproduced
services with special localized who want this advertising continued, unit sale items can use screen serv-
inexpensively on window streamers
have a selfish stake in this screen ice on a cooperative basis with local
dealer inserts, and the sales results or special counter cards, to be dis-
directly obtained by the dealers
program, because 50% of the outlet.*,wherein the local outlet is
tributed to the outlets in the neigh-
screening cost of this campaign is identified by a special trailer. How-
themselves made them realize that borhood covered by the theatre cam-
borne by the dealers themselves ever, there is a worthwhile cooper-
"here was a good thing." paign. Dealers have found such tie-
and it is axiomatic thai they would ation of a different type secured
In fact, it has been the consistent ups are psychologically important
not ask for continued programs from outlets in connection with
year to year support of this medium in reminding their traffic that this
of this type, wherein they bear part campaigns on low cost merchandise
by local dealers in buying local advertising was seen at the neigh-
theatre advertising that has built
of the expense, unless they had — articles from five cents and up.
borhood movie.
definite evidence that this adver-
the coast to coast network of The manufacturerof a well known
tising afforded them a fine tie-up
theatres now available for national 10c product found through his Additional Tie-Ups
with tlieir prospects.
advertisers. missionary sales force that the men- One big soap company had a
"Seeing's Believing" — and since
— "Wecomments
Representative from lion of a screen ad campaign tie-up idea with their current movie
these dealers have experienced big. such dealers consider screen elicited the same amount of enthusi- campaign which could well be
increased profits through film ad- ads next to personal contact. " '"Best asm from grocery stores that other adapted campaign of many
to the
vertising of theirown merchandise, medium have ever used." ". . . very manufacturers have experienced advertisers. During the first week
they know advance that a prop-
in valuable." "Technicolor films en- where they have used dealer signa- of their campaign in the theatres,
erly conducted national screen cam- tertain while putting over story. ture tie-ins. In other words, while they dressed up girls to tie-in with
paign, with finer, more expensive One of the largest motor car no grocer would he willing to s|)end the copy theme of their ad films and
production, will set their cash reg- manufacturers in the United States his own money on a tie-in for a these girls passed out samples of
isters jingling. has been using "minute movie" tie- 10c grocery store product, the the product to people leaving the
There are many examples of ins in cooperation with their local dealers were aware of the pulling theatre. Care was taken that the
dealer enthusiasm and dealer tie- outlets for the past several years. power of movies to the point where samples were not passed out under
ins, and many clients have found In this case the manufacturer pre- they were willing to incrca.se mer- the marquee so that there would be
no traffic confusion or tie-up. The
Chevrolet "stars" in a recent all -
.h, infonmil backstage grouf in one nj The Ilubimjer Coml>a:iy fieseiiled actual sampling of the product it-
Technicolor playlet series. Frennminl's film shorts 0"'ck Elastic Starch m films.
self, plus the attire of the girls
which was a strong reminder of the
advertising film, produced an in-
teresting lie-up. in which the neigh-
liorhood dealers around the theatre
could participate. Variations of
this type of sampling can be worked
out to fit individual campaign
needs, but the nature of the product
and individual merchandising prob-
lems should diclalc llic nnihods to
be used.
J
feminine f^idchritudc "sells" predominantly male film audiemres in Marketing opportunities offer untold possibilities to
the Latin-American countries. users of screen advertising.
dred years ago. i( was slated that ningly built to fit into this atmos- spoken commentary and sales mes- Ht-re are tyf'ual ad films for liv//
the purpose of advertising was "to phere of relaxation. It becomes an sage is an all-important factor. kiioivn V. S. users.On Netherlands
program of The language employed by the com- screens af'f'ear Kodak ads (heloii').
inform the world where they may integral part of the en-
he furnished with almost everything tertainment films which that foreign mentator must reach the ears of
that is necessary for life . .
.'"
audience is witnessing on the screen. the audience as thev themselves
After more than two centuries, For this merchandising film is. would speak it. .\ny strange accent KOOP U 6EN0DIGHEDE
in a real sense, entertainment. \^ ith or idiom, not commonly used by the
the basic purpose of advertising is
the space of one minute to one audience, would interfere with the
still to inform the world where
minute and a half, the advertising automatic understanding of the mes-
VAN A PLAASUKE
desired or desirable objects may be
message is presented entertainingly sage and this split second bet^veen
secured, hut the world-wide market-
through specially trained actors, immediate and deferred comprehen-
ing of industrial products under our
typifying the average consumer, act- sion might destroy the effectiveness N^>>^^^JlOEL^4y?
modern economic system, organized
ing out a sales message written of an otherwise perfect merchandis-
on a highly competitive basis, re-
around the product in question. The ing film. Furthermore, the fact thai
quires something far more than
visual action of the players is. of the speaker's voice reaches not just As far aivay as Egypt, the products of
just informing the public where it
course, brought home impressively one individual, but an entire audi- General Motors are merchandised zvith
may obtain them. Advertising to-
these short adiertisiiig dealer films.
to the audience by dialogue or news- ence with its resultant mass appeal,
day must instill into the mind of
reel-style commentary. makes proper language presentation
the public a compelling urge to
These little film skits are human- vitally essential.
acquire the advertised product.
ized, based on knowledge common The great care that must be given
In selling .American products to
to the everyday experience of the to the preparation of copy, and
foreign countries, it has been im-
average individual in a particular
pressively demonstrated that no ad-
the thorough knowledge of lan-
ISRueFotadler l7Shatiafef d Nil
country or group of countries for guages, required for this purpose, is CAIRO
vertising medium can even begin to ALEXANDRIA ,i.-,
which the film was designed. The best illustrated in a problem which
approach the effectiveness of the
treatment of a subject might be presented itself recently: \ series of
motion picture in creating the all-
humorous, sentimental, factual, but advertising films had been produced MOIOHS-
important desire to possess a spe-
always human and. invariably, -PRODUCT OF GENERAL
This fact for one of the largest .\merican
cific article or product.
down-to-earth, so that its appeal manufacturers of automobile tires,
can be quite readily appreciated universal as In fabulous Bagdad, screen advertising
is as nearly it is
for use in connection with a dealer
when we stop to analyze the basic promotes a local dealer's tradename on
possible to make it. The presenta-
campaign in the United States. The a "trailer" frodiiced hy Alexander.
psychology of the motion picture tion of an .American product to a
foreign advertising division of this
audience. WTiether it be a gathering foreign audience in such a manner
manufacturer decided to use the
of movie fans in Japan. South .Af- that they will accept it instantly
films motion picture advertis-
for
rica. Cuba or Sweden, they have as something that is not alien to
ing campaigns in South America.
gathered together in one place to their habits of thought and their
They are The films, of course, had to be re-
relax and be entertained. customs, naturally presupposes a
voiced in Spanish in such a man
automatically in a buying mood. very comprehen.sive knowledge and
ner as to become perfectly effective
Their sales resistance is at a low understanding of their luannerisms.
point. They want to be sold enter- habits and idiosvncracies. I Please turn to Page .'54 i
ANIMATED CARTOONS
PROVE THAT THE SMILE IS MIGHTIER THAN THE SALESTALK
Here is a ''primer" u'liieh introduees the enthuMusticuHy. Thus screen advertising again
fantasy and aniniated cartoon
fiiimor of the proves audience receptivity to its message:
to business. On theatre screens everywhere, shows that the way to the publics heart may
art and selling are meeting in a happy, joy- often be through a smile or carefree laughter
ous combination that audiences approve most ivhere argument well might fail to succeed.
• Let is presume you are the ad- without fear of later basic correc- so that lip action may be syn-
manager of the Amalga-
vertising tions (he hopes). chronized on the corresponding
mated Skinners. Inc.. and an ani- Before any action drawings are drawings.
mated cartoon producer has success- made, the entire production must \^lien all these preliminary but
tion. All other considerations arc scenes roughly timed with a stop-
is responding to that of the master
subordinate to this. But, assuming watch as a member of the animation short. The animators draw the "ex-
vou have investigated your market, staff "acts out" the part. The musi- tremes" or key positions of move-
and have planned your distribu- ment throughout the scene usually —
tion through a reliable distributor each fourth, sixth, eighth, or twelfth
to coincide with the distribution frame, depending upon the com-
problems of your own product or plexity of the action or the tempo
service, then what happens? How of the music. The assistants fur-
is an animated cartoon put to- ther break down the action by add-
gether? ing all intermediate steps except
Your producer will put his story single drawings which are made
and animation departments to work by the "in-betweeners."
on a script for your picture. In The original drawings are in pen-
many cases the bare outline of this cil, usually about eight by ten
story has been incorporated in his cal director then writes music for inches and are held in registry
original presentation to you. Con- each of these scenes while consid- by pegs over a light box which
ferences between the producers' ering the picture as a whole. Screen permits the artist lo gauge and
The Aiiiiiiainr at work. Original pencil creative staff and your department time for each scene is then known space each drawing to correspond
1. sketches of each sequence are made; sonie- tempo of the music and to the desired movement. All draw-
will decide what length of film is by the
limes re-enacted by members of the animating ings arenumbered and the animator
best suited to your problem and
I
;
staff who act as models. Note exposure sheet to the number of measures or beats
! jne side as each scene is alloted its approximate type of consumer; then the frame- allotted to that scene and, as twenty- records the desired number or com-
final screen time. Stop-watch accuracy is necessary. bination of numbers for each frame
;
work of the plot is constructed and four frames of picture pass through
characters are "cast." This the projector in one second, and of the scene on the exposure sheet.
the
framework, in most cases, will con- since it is usually desirable to syn- The pencil drawings are then
sist of thirty or forty key scenes chronize each individual movement photographed frame by frame and
the musical the film projected as a preliminary
which are the base upon which the of the characters to
an exact timing may now be test which serves as a guide for the
picture will be scored and ani- beats,
mated. given to the action. animator and director to even out
At this point, the producer will The music, dialogue, and sound any irregularities or to make any
effects are now recorded, usually on necessary corrections.
have your okay on the characters,
separate Dialogue tracks
tracks. The drawings are then traced by
color schemes, general music theme,
are "broken down," syllable by "Tracers" or "Inkers" on trans-
and the plot; he can now go ahead
syllable, and the frames counted parent sheets of celluloid in black
with the production of the picture
3Tlie animation «lalT reviews llie filmed pencil tests 4011 tracinK begins over the original pencil
Here the art staff begins the arduous work
•
dra»*tl
of
on the Mo%iola, a projerlion ef|iiipment wliitii per- if
mits convenient edilins. Tlic skill of those film editors ing the slep-bv-step action cells which, when projectcl
seciuence, bring the characters to "life" on the ml
spells tlie difference between a laiiiali and a "diid": be-
tween unabated interest and the unfortunate lack of it. picture screen. The pegs bold the cell in exact
Kt Rotiliiie production continues as the "opaciuers" fill Finally each "keyed" cell goes lo the Technicolor
IV' in between llie action lines \%illl <-olor and detail to
6 camera Cor hnal "shooling" into llie completed nega-
!abide each individual cell and each se(iiience of the tives from which the final prints will emerge for com-
r\ completed action. Just visible on the wall is a key bining with sound negali\es before going on their way
.h't of the f'liaracters to prevent irregularities. to entertain film audien^-es on theatre screens everywhere.
— —— — ;
Accufe the Bufby soldiers with the drum. Fiddling the bow, inftead of bowing the fiddle.
Rut fure, the wifest critics blame the noice Begin each sentence fomewhere in the middle.
Of that damn'd Commentator's hectoring voice. Laftly, record the whole in menacing tones.
"The March of Time!" begins each ftern afsault. Uttered by old Raw-Head-and-Bloody-Bones.
Implying, fomehow, that 'tis all your fault,
Norway and Sweden, Belgium and Holland, Now with bewiKlring fpeed fcene follows fcene.
The State of Auftria, the fate of Poland, Chafing each other off the filver fcreen
'Tis all the fame from China to Peru — Battlefhips, gangways, troops, trains, guns and
Each crifisan excufe to bully you. tanks.
Till, deafenetl by this awful voice of doom, Plenty of fentry-go and marching ranks.
^'ou can't remember who ditl what to whom. With mufic, fhouting, roars of guns, applaufe.
Sans point, fans punctuation and fans paufc.
And as the en-title vanifhes away.
See from beneath yon corrugated fheds, The audience ftaggers out into the day.
Barrage Balloons tofs up their lovely heads, All fense confuted, one fact alone left plain
See how they twift and turn, as if bewitched. That they have feen the march of time again.
And get the ropes effectually bitched.
See Aircraftsmen look up as if in prayer, Thus is achieved, in perfect repetition.
And fee their lips move as they curfe and fwear. . .
An accurate copy of laft month's edition
Plane chafes plane, with pilot pilot vies, Wherein the engaging paradox we find
Streaking like God knows what acrofs the skies. . .
Time, marching on, leaves march of time behind.
Ttic industrial motion pictures produced jor The International Nickel Company
ore itn'oriably straighlfonvord and tUoronfih technical presentations of the pro-
thnlinn and use of the ntclal prodncls
in the precious metals grou|). told what Monel is. how it is pro-
platinum, iridium and palladium. duced and what its typical indus-
The problem, therefore, is trial uses are. First showings were
Xitl^cl films show the muny a/'plicalimts oj Ihc Company's products: here n yiaiil In the lionie. .Monel Metal lends protection and histiiu/ beauty to the cabinet sink,
I'ltileil .-Urlines Irausport plane is equipped with eorrosioit-resistant liiconel. range fop and hood and for the table top shoion in the foreground of this scene.
the skills and techniques of nurs- ment. Pollution still troubles manv some but not to enough.
communities needlessly. We could go on with the rich
ing as the social contribution of the
public health nurse who is at times Accident control is now one of contents of the field in which all of
mother and father to the whole the major concerns of many health us are naturally concerned. The
communitv. We
need to show that agencies (and the insurance com- important thing is not so much what
the public health nurse is at the call panies, too!) Home safety, simple is to be done, as how and by whom.
of all of the population and that safeguards for the home to prevent Films cost money, and good films
her services are as valuable to the slipping in the bathtub, electrocu- cost more than bad films. \^ ith an
fortunates who have incomes as to tions, severe burns, falls on dark increasing p u b 1 i c discrimination
the unfortunates who have none. \
photogenic subject, if ever there
was one. and a profession already
a\vare of its need for films of A TYPICAL
popular interest, await public SAFETY FILM
minded persons who ^^ish to finance
.such productions. •
Nutrition another field in
"Saving Seconds"
is
IHRllLS tor
X0\)
'HMMWSIOK
IHE SmnD OUT
PICTURES RT
TWO
AT SAN FRANCISCO ... ORLD FRIRS! AT THE NEW YORK FAIR ...
i^ Early ffils year the executives of * Throughout the 1940 season the
the Pennsylvania Railroad were looic-
greatest film attraction of the Fair
Ing for an additional attraction for
/%GAIN, will be "New Dimensions," Chrysler
their exhibit at the Golden Sate In-
as in 1939, Loucks and Norling productions
Motors' sensational new all-Technicolor
ternational Exposition that would draw are audience favorites at America's biggest advertis-
three-dimensional sound motion
crowds, entertain and at the same ing shows.
picture.
time sell railroad transportation.
The Chrysler and Pennsylva:iia films both played to
Entirely original in treatment and
"Thrills for You" is exactly what the
capacity audiences on opening days and, steadily ever
title implies. Its three-dimensional
In production elements, "New Dimen-
since, have hung up attendance records that establish
realism surpasses anything hitherto sions" achieves the ultimate in enter-
a new concept of what advertising films really can do. tainment and The beauty of
seen on the screen. You see a giant thrills.
This picture completely does the or a telephone call will start us thinking and planning This picture completely does the
job the Pennsylvania expected it to do. for you. job Chrysler expected it to do.
AN OUTSTANDING ROTHACKER
THE HIGHEST QUALITY MOTION PICTURE PRODUCTIONS CLIENT IS
The International
AN AUDITED GUARANTEED DISTRIBUTION SERVICE Nickel Company, Inc.
"Nickel" picture subjects produced by us,
Without any obligation on your part, we will now screen your 70,000,000 PEOPLE
present picture and submit our service proposal.
We offer you a guaranteed national or zone circulation for your United States Distribution in 8,000 theatres,
This service is available to you not only in the United States, it is Guaranteed theatre distribution throughout
• • •
Through this service, your picture message can be exhibited to
some 10,000,000 men, women and children consumers, in the Because there are thirty years of practical
A vast audience is also available through our non-theatrical service back of Rothacker, you are well assured of
satisfactory results when you use our service.
in the United States and the Dominion of Canada.
• • •
Rothacker pictures are planned, produced and circulated with
the same skill and thoroughness as the best national publications HOLLYWOOD
used by careful buying advertisers. PRODUCTION AVAILABLE
7 29 SEVENTH AVENUE -
ROTHACKER
- - Cable Address "DUGROTH"
The luxurious lounge of the Electric Club at Twenty North Wacker Drive Private Dining Rooms on the Club Floors offer convenient conference,
has become a traditionally favorite rendezvous of resident executives luncheon or dinner facilities just a few steps from your own private office
• First and foremost a center of business activity where the leaders of many
of America's foremost business organizations make their office headquarters
in Chicago, Twenty North Wacker Drive also affords the unequalled ad-
vantage of exclusive private club floors, comfortable club dining rooms and
private meeting rooms, spacious lounges and studio theatres. Just a few
steps from his private office, the busy executive can hold an important con-
ference or enjoy the quiet luxury of a perfectly served luncheon. For all
group meetings and other business gatherings, these facilities are available
Address All Inquiries to the Office of the President, Mr. James C. Thompson
illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
I
Slidefilm solutions are not foolish nor ridic-
ulous and further provided that the
some variation of the newsreel
treatment outlined in group one.
I
Projection: dialogue either handles the adver-
tising in a very natural, quiet way
If the foregoing factors can be held
clearly in mind, the preparation, at
or turns over the actual commercial least in rough outline, for a screen
J With several excellent auto-
matic slidefilm projectors now to an off-stage voice for the last campaign no longer becomes a mys-
§
= on the market, advertising dis- few feet of the film following the tery. At least the basic copy theme,
p play directors and other mer- close of (he plot solution. with its adaptions to "minute
M chandising executives can add
S remarkable interest and con- One advertiser who has spent movie "
technique can now be con-
B siderable added selling punch more than a million dollars in ceived and the cooperation of pro-
M to window displays, outdoor Thf New DcHuvcu L.^novtsor
Slide film Projector "minute movies." has used this type ducers or other people experienced
= signs and many new exhibit Aiitowatic
= possibilities are opened up. The of playlet almost exclusively and in writing scenarios can then be
§ SVE Automatic unit, the new screen unit showing merchan- a few other advertisers are follow- sought for the purpose of refining
= DeHaven Iconovisor, and the dise.
ing suit. and polishing the rough scripts.
M Junior Selectroslide are three
B varying types available. Here 5. PLATFOR.M LECTURES: E.ntertainment: A large number
lecturer can talk without ad-
How Many Scenes Used?
= are some uses
of advertisers who are greatly con-
ditional assistance for slides. There are 90 feet of 35mm film
I 1. WINDOW DISPL.W: show
EXHIBIT BOOTH: shows
cerned with group audiences and to a one-minute picture. Playlets
= colored or black and white mer-
6.
exhibitor reaction, turn to the en-
chandise films in evening complete line of merchandise, have been produced with as few
g cutting size of exhibit needed. tertainment type of playlet, feeling
hours. as one or two scenes and as many
g advertising will
1 2. COUNTER .SALES: stimu- 7. ANNOUNCEMENTS: can certain that their as ten or eleven scenes inside that
late "special" items with "rear-
be used in railroad station, certainly be entirely acceptable. footage. For fast-moving, newsreel
B other public places, for short
g screen" showing of pictures. The experience of these advertisers technique the greater number of
ads.
OUTDOOR EXHIBIT: pro- proves that they are right, in that,
scenes generally employed. This
I 3.
8. .SALES PORTFOLIOS: re-
is
g .iect films on screen on service either straight motion picture en-
]>laces presentation books, is more dangerous because it tends
g station lot, etc., after dark. tertainment or cartoon animation
charts, for traveling sales pro- to make the playlet jumpy, but
I 4. MOVING SIGN: Use in motion uses and product dis- entertainment is. of course, liked when it is handled in a thoroughly
§ adapted billboard with rear- plays, etc.
by both the theatres and their audi- professional manner, it is more ef-
ences. fective as it permits the use of a
Entertainment Playlets wide variety of dramatic shots and
it steps up the tempo of the playlet
Example: One large food adver-
to such a point that the audience is
feeling that their product had
tiser,
keyed-up and hence the impres.sion
no unusual news or demonstration
value has been found to be greater.
feature, utilized a series of Tech-
No mention has been made in
nicolor cartoon animation films so
this article of the use of such
well done that the audiences appear
themes as testimonials or the value
to them on an entertainment
rate
of Color vs. Black & V^liite. These
par willi Hollywood's own anima-
and other such details are actually
tion entertainment production. The
minor to the preliminary planning
advertising in these playlets was
that finally settles on the use of
held to pretty much of a minimum,
cither group one, group two or
brought in at the close of the play-
group three. The possibilities for
let. Yet. the sales increase for this
variation, once this is done, will
product in the "minute movie"
make themselves known to every
markets showed that the combina-
script writerand certainly no rules
tion of acceptable eidertainment
can be set down as hard and fast
and advertising was sufficiently ef-
with respect to their employment.
fective to make the entire operation
extremely profitable. Color Aids Sales Appeal
At the present lime, there are Since the screening rate is no
a number of advertisers u.sing this greater for Color than for Black
VINE AT HOLLYWOOD BLVD.
technique and in those cases where & V^'hite. the use of Color is auto-
the animation is strictly
cartoon matically suggested for many prod-
professional, and the entertainment ucts. These would include any
Tlie ideal headquarters for busy executives.
is handled in a clever way. the ad- product whose variety of colors is
HullvMOod Plaza Hotel is within easy arc-ess to
radio and motion picture studios, leading the- vertising has produced in a thor- important in making a sale and it
atres and distributing agencies, famed night oughly satisfactory manner. It is would also include food products
spots and sport centers. to be hoped, however, that the fine for whom appetite appeal is a
success enjoyed by advertisers using powerful weapon. On the other
this type of playlet will not in- hand, there are many products
PLAN TO MKET YOIK FRIKNDS fiuence all advertisers similarly, be- which do not need the stimulus
IN THE PLAZ.\ COFFEE SHOP cause, where a product has honest of color and while color would be
news value or where a product can just as acceptable, it would not be
be sold best by visual and oral recommeiuicd because of the in-
demonstration, an advertiser will creased production costs of color,
not get the full benefit of the eye, both for negatives as well as prints.
Give your sales messages life, pep, color! Film Projector is easy to operate, easy
—
Make them "sing" and you'll make to clean and adjust, and easy to carry.
more sales! . ^"ith the new RCA 16
. . Threading line cast on projection block
mm. Sound Film Projector you can do greatly simplifies threading. This pro-
it! For this new unit lends fresh sparkle jectoralso offers simple and swift motor
to every picture with its better, more rewind of all size reels. May be used with
brilliant proj ection. 10% to 20% greater microphoneorViarola Attachment. In
screen illumination provided by a
is 3A\.^'n'shencT\6'wa.\s— and is priced uith
specially designed optical system and the louest. For full details mail coupon.
DiSTiiiHi TiON records have lieeii
When slidefilms are projected with S. V. E. Zealand by the Ford Motor Com- were to be shown. Thus we had a
pany of Canada. case where a Spanish merchandis-
Projectors, no compromise is necessary on bril- The wide circulation of I! Itat is ing film, advertising '"tires," did
liance of pictures, film protection or convenience Good Gasoline? has led the Ethyl not mention the word "tire" once,
Corporation to produce two other and was a very successful pres-
yet
of operation. All S. V. E. Projectors, from the 50 films —
one. W hal is Good Tune- entation. Such language problems
watt unit for contact salesmen to the 300 watt Up?, for the automotive field, and a confront us every day in the prep-
special farm film. John Ross Gets aration of a spoken and |iriiited
models for showings to the largest audiences, the Facts, for distribution through copy and the scenarios.
the farm equipment companies. (Cir-
excel in these qualities. The S. V. E. line includes However, the comprehensive scope
culation figures on these two films and universal knowledge of such
in addition to models for showing slidefilms only, language problems possessed by our
I\ithescof'C (iV. )'.) has just f^roduccd
the versatile Tri-Purpose Projector which shows a sHHcfilw oil odd-lot brokerage pro- highh specialized staff, has enabled
cedure for Ciirlisle. Mcllick Company.& us to introduce our advertising films
single or double frame slidefilms and 2" x 2"
abroad so successfully, that for the
slides. Send now for interesting folder "How to past three years they are daily being
exhibited in all corners of the
Show It" containing complete facts on uorld. and that our repeat orders
S. V. E. Projectors. Address Dept. 6-B. average better than Today, Wr.
the arrival of an order calling for
a film with spoken commentary in
\frikaans. .Siamese. .Arabic or Gu-
SOCI€Ty
ICO CAST OHIO STR€€T
fOR VISUAL €DUCflTIOn.
CHICflCO
IPC.
ILLinOIS
' '
^^^^ jarali
India I.
(dialect
is
in
Bombay.
ihe
uork.
usual
Business Screkn
[34]
A sound slidefilm. From Our to Ninety-nine.
ming and Diving Aces, and Coney Island. over for their ability to safely project ALL FILM, sound or silent, black and white
or K<>DA( CHROME with par excellence <fuality equalled only by the theatre per-
formance of DeVry 35nim. equipment.
PROJECTION SERVICE— EAST WHY MIJSNEAPOUS MOUNE THOVSAISDS OF OTHER
HERE'S - AJSD
'A COMPLETE- DEVRY USERS OBTAIN MARl EEOVS RESl LTS A!\D U HY YOl It ILL, TOO.
MOTION PICTURE DISTRIBUTION SERVICE -A* Abundanre ul' unipIUuution
isouiiil lliance required for color
to penelrale ihe den^e Kodachronie
In all phases for Theatrical and non-theatrrcal pic- sound track. "^ Amplifier designed for the rendi-
tures. The non-theatrical service includes supplying tion of sound from 16min. Koda-
projectors, screens, operators, etc., and transportation. ^ Extrenielv >en*iili\e M>iind nierhan- chronie as well as black and white
isni for proper lianflling of color sound tracks.
King Cole's Sound Service, film sound track.
Inc. if Film threading mecliani^^ni design-
203 East 26th St., N.Y. C. Lexington 2-9850 if Advanced correctly dep^igned optical ed to carefully handle the more
system alVording the superior screen costly denser color prints.
Lxicat opcialiiiij pointa in upper .V. i'. — Ar. J. and Conn.
utter
Write Us For Quotations. simplicity of DeVry 16mm.
projector>.
Easiest to thread, easiest to operate be-
• 1% ATSOIV • cause of a minimum number of work-
TALKING PICTURE SERVICE ing parts and high speed gears.
249 Erie Boulevard West Syracuse, N. Y.
DEPENDABILITY . . . The disposition
of customers, like Ford. International
Harvester, Allis-Chalniers, Standard
Oil, Goodyear, Firestone, ilaterpi
PROJECTION SERVICE— WEST Tractor, etc.. to favor us with repeat
16-MM SOUND PROJECTOR
[35]
Number Six • 1910
ANIMATED CARTOOMS
DO YOU CONTEMPLATE [Continut'il from I^tif^f 21)
CARTOON ANIMATORS
the purcliase of a screen on which you
may project the story of your projhict
or your service? If you do, may we SCREEN ADVERTISING CAMPAIGN
surfs'"*' that you investigate the merits
of Raven Screens whose superiority Skilled Specialists in Physical
an established among pro- Production of Theatrical
is
BLACK & WHITE & IN COLOR Diesel engine slowly changes shape as a piston STORAGE y'oVr films
moves up and down. Anything can happen!" IN YOUR OFFICE
In his article for Nancy Naumburg's "We OR ON THE ROAD
Make the Movies." \^alt Disney says of the ani- VAPORATE NOW— for
owcxnutJ mated cartoon technique:
your films
members of the audience, achieves the true texture of fabrics and sur-
remarkable realism. Its low cost faces, recognize in this Three Dimen-
and the corresponding low cost of sion Projection the most efficient «
production should make it a most method of obtaining their objective.
popular and efiicient method of por- Educators can use this new three
traying
with
the products
more compelling realism and
of industry dimension projection to bring into
the class room the glorious beauty THIS ONE
novelty.
Railwa^
AGEN'CY ^WF INC.
XPRESS taken from a slightly different per-
spective, shows the scene exactly as
cially for the use of business firms,
educators,
terested in
lecturers
showing
and others
life size
in-
pic-
this eye would observe it. When the
tures in three dimensions.
NATION-WIDE li A I L - A I R SERVICE projected picture is viewed through
Polaroid glasses, each eye sees only The Jantzen Knitting Mills, Port-
fully reproduce the colors of nature. Lines. Elgin Watch Co.. and the
Add healthful years lo your life by exercising
and toning up ihe system. Enjoy the moun- As Professor Kennedy, well-known Hickok Manufacturing Co. are also
tain climatt^' and all forms of recreation. Bathe authorityon three dimension pro- said to have contracted for the
in the famous medicinal waters of 47 U. S. service.
book "The De-
jection says in his
Government-supervised Hot Springs. Stop at
the Maje.^itic Hotel for fine accommodalions, velopment and Use of Stereo Pho- Scores of other prominent com-
single rooms with or without bath, and smart tographs; for Educational Pur- panies which have heard about the
2, 3. or 4 room suites. Government-supervised
poses." "even when we succeed in projector are now considering it for
bath house in connection. .Moderate rates.
from SL-SO. Two restaurants &er\ing the finest obtaining films that will truthfully possible use in 1940 sales promo-
of food. Beautiful Lodge <iii Lake Hamilton. reproduce the colors of nature, they lion plans.
HOTEL
MAJESTIC sittrv fitnl't-rciK'f hi/ •fwfiii tivoih
)iri-<lion-Snithm->t lh)lel>lnt- Mr». H. Grady Mannin-:. < iluirinan -K li. Mrl.jrhin. Geiil \lgr.
classifications now
standard for the medium
. have produced the first fan mail in the
. .
Uniform high standards maintained by Rexall drug stores all over the
country give ample evidence of the dexterity with which this problem
is being handled.
Among the sales educational instruments which United Drug finds most
effective is the talking picture. The current showing of the picture,
"In Your Town," is assisting greatly
Sales Meetings
JAM HANDY a
• Slidefilms • Talking Pictures # Convention Playlets
7t a animation
ISJJlHiJiJULa'HHJi
Commercial Pictures?
We^ve been making ^etn for 2S gears!
Analyze any Paramount piclurc and you"ll find that belnnd tlie cnlertainment
there's plenty of "selling." You'll discover that every
opus we've turned out since
Paramount was a pup has had those elements all commercials should have Each
one has been custom-built to sell something to the Great American Public to . .
put over difficult abstract ideas ... or to create quickly a mass market for some-
thing concrete, as we've done time and again when, through skilful presentation,
we've transformed some unknown into a national celebrity overnight
Paramount knows how to produce pictures that sell whether they're for —
We've taken some of our experts in audience appeal, called
ourselves, or for you.
"em "The Industrial Film Division," and they're now exclusively at v«(/r service.
They'll take your special problem, build it into a selling script, wrap it in pro-
fessional entertainment, and give you a finished picture you'll be proud of.
It'll be a connnercial, all right — but at the same time it will be living, vital
stuff!Which is exactly the kind of picture American audiences have been getting
from Paramount since 1912.
Why not call or write today and discover what Paramount can do for you?
No obligation, of course.
P. S. Our Jirst linlii^lriiil Film Division production. "T/ip Miracle of Milk,"
pnxluccd Jor the Stotc of Pvvw York, and distributed independently, has broken all
records Jor theatrical playdatcs by any picture of its type and have you seen
. . .
' hile the City Sleeps," the picture eueryone's taJkinfi about ?
)( Vie made it Jor Ford
Motor Company. H 'e'll be happy to arrange screenings for you, at vour coneenience.
a Paramount Picture
your seal of success
JVl<^
^c°<^
with Our Compliments?
Company
PRECISION-MADE BY Address
York offices: Chanin Building. Phone Murray Hill 4-1054. Acceptance under
the Act of June 5, 1934. authorized February 20. 1939. Issued 8 times
—
annually- plus 4 special numbers. Subscription S2.00 for 8 numbers. Foreign:
J3.50. 50e the copy. Entire contents Copyright, 1910. by Business Screen
Magazines. Inc. Trademark Reg. U. S. Patent Office. Application for entry
as second-class matter is pending.
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
• The growing list of "syndi- survey of the situation. Business television in theatres may shed Harvester Company (at Spokane,
cated" sound slidefilm subjects on Screen will undertake to present a further light. Wash., showed the Company's films
such subjects as salesmanship, safe- comprehensive report to both edu- to a total attendance of 18,750 per-
ty, buymanship and similar general cation and industry on this subject. I\ew York Prevue ISote sons who came
to 150 meetings in
topics, including program entertain- Particularly at this crucial period 1939. These were regular dealer-
The Chanin Building auditorium
our national defense program, show-room invitational perform-
ment, has prompted Business Screen in
in New York City played host to the
ances. There were, in addition. 42
to build a library of these materials the potent force of the screen must guests and executives of the Inter-
not be overlooked.
miscellaneous showings, with a total
from which frequent lists can be chemical Corporation at the preview
attendance of 5.995 persons.
issued. There are several benefits of the Corporation's new motion
to be derived: first, it's a good way Theatre Screen Telecasting picture More Than Meets the Eye. News Week claims com- that the
to get prospective users acquainted The picture describes the processes mercial film industry due for a is
Television activity in the New
with the medium and. secondly, it and research back of the manufac- large-scale boom in production
\ork City area is in a change-over
will make for better distribution of
period with both telecasting equip-
ture of chemical coatings — inks, in- right about now because of (1)
these sponsored subjects since there dustrial finishes, enamels, textile "great recent improvement in qual-
ment and receivers requiring alter-
is no existing distribution agency colors, etc. ity as a result of the employment of
ations because of the new F-M
in the field at present. Full details abler directors, etc." and (2) "the
broadcast channel assignments. What a natural film subject is
will be mailed on your written new technique of making the film's
News in the field will come from Mason, re-
the life of \^'illiani H.
request.
search engineer and namesake of advertising extremely subtle." Of
another quarter, we predict, and
Masonite. Similarly the names and
course, a minor note in all this in-
part of this will be glimpsed in the
In a Budget of ISews: crease could possibly be that com-
announcement from Chi-
interesting careers of engineers and scientists
mercial films are delivering the
Washington's scrapping of the cago Balaban & Katz offices, now
who contributed to the American
V^ ay .should be recognized as mate-
goods, i. e., selling men and mer-
United States Film Service makes holders of a telecasting license. The chandise.
rial which the public wants to
it essential that the considerable firm's license stipulates that at least
learn about and which only the
progress made in organization and 100 receiving sets must be pro- Watch these pages for a compre-
film medium can tell so well.
hensive report on films in Canada.
collating of the various film agen- vided at its own expense. English
cies be maintained. In an extensive prewar successes with large-screen One branch of the International —0. H. C.
is4„KELVlNAT0R
After the big build-up of your advertising campaign— what EXECUTIVE STAFF
happens? Actually, each sale hangs by a thread— in the hands of GEORGE BROSCH President and Director of Sales
a salesman! How to help him clinch the sale is a daily problem.
WILLIAM ALLEY Vice President
That's where Brobuck can help you! It has been proven again P. S. DRE-iFUS Treasurer
and again that a business film— a dramatic, hard-hitting "pic- RAY LAWRENCE Comptroller
turized presentation"— is the surest, quickest way to get your FRANK B. MAHON Manager, Manual Department
Brobuck tackles tough sales training and educational jobs HAFORD KERBAWY Director of Photography
with an intelligence and a practical technique that get results G. L. SCHUYLER Account Executive
quickly— at reasonable cost. Interesting case histories provide H. C. BAYLESS Account Executive
powerful proof! A Brobuck representative will be glad to tell N. D. ELY Account Executive
you about them. Call him in now. No obligation. R. L. BUCKINGHAM Account Executive
32 Vital Points
ROB/U(Zl<
INCORP.OR^ATED
Write for the Brobuck "Check
Sheet" covering 32 Vital Points that
must be considered in a business fihn
15 EAST BE/THUNE AVENUE DETROIT-MICHIGAN program— a helpful analysis form.
Division of U.
FISK TIRES
S. Tire
Business Screen
[6]
i
Does your Sales Training
bring results like these?
(DISTRICT REPORTS OF A CARAVEL CLIENT)
American Can Company ing. Of these 'guinea-pig' accounts, eight out of ten were
American Machine and Melals, Inc. closed in thirty days."
The Bates Manufacluring Company
Wallace Barnes Company "Struck most responsive chord of anything in
Elack & Decker Manufacluring Company
Cadillac Motors
years. The meetings were so stimulating that many of the
Calco Chemical Company, Inc. men dug up previous training material which nov/ holds
S. H. Camp & Company
Cluelt, Peabody & Company, Inc.
new meaning for them."
Congoleum-Nairn, Inc.
Dictaphone Corporation
"Putting up prize money among themselves.
E. I. duPont de Nemours The new^ approach lo these old problems has almost made a
Eberhard Faber Pencil Co. own men
game of study. Of their volition the are putting
Ethyl Gasoline Corp.
Godfrey L. Cabot, Inc. up a dime apiece among themselves for prize money."
The B. F. Goodrich Company
Hart Schaffner & Marx "Meetings have to be shut off. The men would
Jenkins Bros. continue on indefinitely if permitted. In many instances
Johns-Manville Corporation
Kenwood Mills they have remained after meetings and asked to go over
National Biscuit Company the same material a second time."
National Lead Company
Pepsi-Cola Co.
To what can these results be attributed ?
Socony -Vacuum Oil Company, Inc.
Swift & Company To the medium employed? To sight and sound? In
Talon, Inc.
a measure, yes. But more important is Caravel's new
The Texas Company
method of interpreting basic selling principles in
OR ANY OTHER CARAVEL CLIENT own business — your own products —
terms of your
your own selling problems.
— : —
few that I missed, so the other day over the highspots of the Fair with- Coty'sColor Song is a good ex- this building showing a short
I went out to recheck on these and out giving a long salute to East- ample of what can be done with Kodachrome Cartoon to demon-
to see some of the minor displays. man's Cavalcade of Color. It's just Kodachrome. strate the interesting line of the
about the same as last year, but it's Food Building, besides peanut plant.
Just the day after my previous In the
beauty seems to increase with each National Biscuit, which rolls mer- There is also a new theatre in
visit a new film was exhibited at
seeing. A lot of harsh words have rilyalong with Mickey Mouse and the Hall of Fashion. This building
the Westinghouse Pavilion called
oscillated up film alley about Koda- W alter O'Keefe, there North- was recently opened and features
The Bugaboo of Bugville. It is is
chrome and its impractibility for western Veast, a newcomer this foibles and fashions for the ladies.
used in the Sterilamp display in
commercial use. but this demon- year, who are operating a continu- For the main part, the theatre will
which ultra-violet light kills off a
slide of ''bugs." This exciting busi-
stration — of slides, to be sure ous projector with a film on bread- be leased to exhibitors in the build-
certainly proves that for beautiful making. Loaf With Maca. This is ing and will house audience par-
ness is projected on a screen, and
color rendition and accuracy. Koda- a nice film and the projection ticipation performances- Occasion-
the motion picture serves as an al- is
fever, etc.. are represented, and best many have installed new printers noticed while I stood there seemed
of all. the common cold, an anemic which make good control a much lo walk right by with just a glance. An Audience Preference Survey
looking little bug with a perpetual easier matter than heretofore. It's too bad. a little more careful being made at the
sneeze. These "bug" figures are Neiv York World's Fair
very cleverly contrived; imagine I {preliminary report)
if the picture have any
were to Persons Interviewed 92 —
wide-spread circulation they might \^'omen —
51; Men 41. —
have commercial application, such
I.
as Disney's Duck and Pinocchio.
The question: "What motion pic-
Bugville is the Kodachrome seat of
tures do you remember Imving seen
the King of the "Bugs"; at the
at the Fair this year?''
end of the film the killing blue
Results
light of the Sterilamp annihilates
them all. The stop-motion action
Exhibitor No. %
Chrysler 36 39.2
seems a little uneven, but that
Natl. Biscuit 27 29.4
fault is well
the ingenuity of the idea.
counterbalanced by
Ot ^ake, EQUIPMENT & PERSONNEL Ford Motor Co 25 27.3
Coca-Cola 20 21.8
found
In the Aviation Building I
Petroleum Industry... 19 20.7
twenty or thirty teen age boys U. S. Steel 16 17.4
gathered in front of a continuous Westinghouse 15 16.4
machine and "wowing" at the con-
tortions of Navy airplanes in a
INDUSTRIAL FILMS! Navy Aviation
Coty. Inc
6
5
6.5
5.5
film about life at Pensacola.The General Motors 5 5.5
zooming noise on the sound track Household Finance.... 5
• E.vpert in the pictorial interpretation 5.5
seemed to attract onlookers from Greyhound 4 4.4
all over the exhibit. There were of industrial sales stories through many British Empire 3 3.3
other continuous projectors in the years of produoing; resull-jgelling; indus- France 3 3.3
hall but none were operating at Little Theatre 3 3.3
MITCHELL CAMEItAS
the time was
trial films, the technical and creative
I there. Lucky Strike 3 3.3
In the space occupied by Aetna staff of Burton
Holmes Films, Inc. is United States 3 3.3
last year in the Business Systems hacked hy complete sound, camera and Others 8 8.7
Building Greyhound has built a Saw None 42 45.8
lig:htinK equipment for any type of
little theatre to show They Dis-
covered America. In it. Hollywood studio and location production — plus II.
Praises Performance
The Ampro Carporatlon, *? 29, 19^0
285?-51 north Veetern Ara.,
brand new. The real test of their built-in The projectors have proven themaelTes to
be extremely simple In operation, preeeatli^
qualityand excellence of design lies in what little If any difficulty to the enrollee op-
erator. They do not damage film beyond ordin-
users say about them ''years later." The ary wear. The sound reproduction la excellent
and cons latent
simple straight-forward letter reproduced to We have nerar regretted placing our (
with you.
the right, should speak more persuasively
than all the sales talk in the world. It cov- Tours Tery truly.
liree vears.
Model "YA"
$345 {For sound and silent)
(Complete $295
Complete
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIKIIIIIIilllllllllillllllllll
of Ampro's
fundomental Features .-- — -— ,
and Accessories.
Ampro f.orporalion ,
111.
on^o \ \(e*lern Ave., t.liuago. . |
AMPRO
• ^ ^. TT,,.nM
2839 N. WESTERN
AVENUE. CHICAGO
AVENUE
projectors.
>ame
Address
Citv
Stale
|
I
t
1 ^^ ITT;
til
ilLMS and the cause of democracy have a lot in Such a task will be guided by the memory of the econ-
common. Neither one will work with halfway measures omies of effort which brought defeat in Europe; the
and half-baked understanding; the battles of France responsibility of fullout professional production of in-
proved some of that when they were lost in a confusion structional and inspirational films will be placed in the
of ideologies far afield from the true democratic ideals hands of those qualified to assure their success. % Be-
as we know them. So is the full realization of the film's hind the commercial film medium today there stands,
singular powers for reaching men's minds too often lost ably qualified by experience and personnel, a produc-
standing of all the people and our common sacrifice. sional talent, adequate sets and other factors essential
% These things will be easier accomplished if we use to the interpretation of the story. 9 Films and democ-
the film's power to sell and tell the nation of them more racy have a lot in common. Both of them prove that
completely than any other medium of communication. the longest road is, after all, the shortest one home.
to audience selection 9
mid market coverage
^
for your film
^^'V.'•e
f}0
.^^^''•
A
typical cases of MODERN'S
\
performance:
basic American industry wanted to point out to the general public the
measures it takes to provide safe working conditions for employees; it also
^
w anted to show another, longer version of this film to business leaders and young
people located only in areas where there are factories engaged in this industry.
MODERN staged the shorter film in theatres to an audience of 1.623,633.
The business leaders were covered in 310 selected cluh showings. And
361.149 high school an<l college students have seen the film to date.
^
reel film for public relations and a four-reel picture for the same purpose
plus product selling. They asked for general public circulation for the first
and selected adults and juveniles for the second.
MODERN staged the one-reel film in 3,000 theatres before more than five
and 1013 club shows delivered 197.682 adults; 1059
a half million people;
high school and college bookings were held before 452.793 young people.
A trade association wanted to place their story before the general public in
the mass. They have used a series of pictures.
MODERN presented, over a four vear period, four of their pictures in
14,881 theatres to a total of 25.355.389.
This client
MODERN.
now has a fifth picture in circulation — again relying on
What your problem? The above are but three more of our dozens of
is
A 1940 Texas Company Motion Picture Makes a Real Contribution to the Petroleum Industry
Without Relinquishing Direct Value in Selling the Company's Own Service Program
• ^E CAN. in eflfect, say we "heard bttueen the own backyard. In the film a thoroughly dis- !ie\able. down-to-earth slorv for presentation
lines" of the sound track of The Texas Com- illusioned dealer finds out that life holds both to these hard-thinking, thoroughly realistic audi-
pany's 19-iO dealer motion picture which is happiness and a financial reward for those who ences of businessmen. Sometimes the difficulty
aptly titled Coin Places. What we saw on the are wide-awake to grasp them. of that task is under-estimated and. until a
screen was a fresh and well played version of The overall plan was thus presented in the film fails to impress such an audience, the ac-
the familiar ""success after adopting modern initial film, which was carefully dovetailed with complishment goes unrecognized. For the men
merchandising" story; but what we heard and all other promotion and sales activities of the who study the facts presented with the sugar-
saw between the lines was something new and Company. This year, following out its planned coating of entertainment have a keen sense of
vastly more important to all industry —and par- program, the 1940 meetings present to dealers balance and taste.
ticularly to the petroleum business itself. the first steps of the plan in greater detail
How TO Really Start "Goin" Places"
For The Texas Company has made a motion namely, that there no mystery about operat-
is
picture that bridges the too-wide gulf which lies ing a service-station business successfully, and Fromthe reports following recent showings of
between the dealer and the manufacturer and in that any intelligent man. with a reasonably good the 1940 dealer program. Coin Places appears
so doing has given new meaning and significance location and sufficient and proper equipment, to be doing just that —
going places. Its central
own film story. In addition to a lesson on can secure a good income by marketing Texaco theme, which deals with the first steps of the
to its
merchandising. Coin Places sells the dealer products and benefiting by Texaco's activity for —
Plan securing new customers for the service
audience strongly on the petroleum industry it- bringing in customers for those products and station —
is conveyed by means of the story of
self— the jobs and security it provides for mil- the Texaco Dealer's services. two young men, a happy-go-lucky, adventurous
but roaming race driver and his slow-but-sure
lions of people. The man in the service-station .\s in the case of the first film, the producer
business is depicted — and rightly so — as an in- again succeeded in producing a thoroughly be- partner and mechanic. "Speed." the show-off
race driver, smashes up in a small town and
tegral part of this great industry, which pro-
make a good in-
while he is recovering. Mac. the mechanic, takes
vides him an opportunity to
The Te.ras Company representative gets an eyeful
the opportunity to bring both of them a sane,
come, win lasting security for himself, and as Mac shows him some progress in "Gain' Places."
sensible existence with a future to replace their
become a worthwhile citizen of his community.
wanderings, and invest their ""sock" in a service
Because the motion picture presentations are
station, instead of using it to rehabilitate the
believable and interesting. The Texas Company
racing car. They're in business now. but Speed
is able to report that audiences of dealers and
doesn't like it.
prospective dealers have steadily increased from
30,000 to 63.097 this year.
How Mac wins him over with the iielp of Kay,
a pretty girl engaged in running a nearby inn,
Preceded by Earlier Dealer Picture is half the story. The other half lies in the
The Texas Company first presented the re- problems with which they are faced the prob- —
sults of its long study and testing of its Dealer lem of all service-station operators how to —
Profit Plan as a whole at 1939 Spring dealer get customers to come in and bu) ?
meetings held throughout the country and at- Mac finds out about the Texaco Plan, to be
tended by Texaco dealers and their employees. sure, but he also finds out something about the
The all-inclusive idea that Texaco products Company and the industry behind the Plan. That
is what gives this picture its overtone of co-
and modern methods of marketing them are the
basic ingredient for a successful business career operative relationship. Mac's common-sense
was presented time in the spearhead mo-
at that and the courteous way in which he faces the new
tion picture ofcomplete promotion
Texaco's adventure, practically single-handed until Speed
program. This picture was titled Tlie Surpris" turns over the proverbial leaf, are not the typi-
Party. The picture (which, incidentally, won cal situations of a typical commercial film.
mention by Business Screen for its straightfor- Because the character Mac represents all little
ward, effective presentation of a selling, edu- businessmen and because he makes the little
cational theme) brought home the opportunities business man an important part of the whole
which await the service-station operator in his > Please turn to Page .32)
I
Number Seven • 1940 ri3i
.
Once
dent and it was noteworthy that
again, major sponsors of
those which included sound were
feature-length and short commer-
outstanding crowd stoppers. Sound
cial reels have taken their films to
may be an objectionable feature on
the Fair. New arrivals at this
a small exhibit floor or in a retail
year's show include U. S. Steel.
establishment but in buildings and
Ford. Greyhound and Westinghouse.
on grounds built on the scale of
Returning headliners with theatre
the New York exposition, it ap-
setups were Chrysler. General Mo-
pears to be a valuable asset.
tors. American Tohacco. Coca-Cola,
Household Finance. National Bis-
cuit. Eastman Kodak. Metropolitan
I. FILM THEATRES
Exhibitors presenting motion pic-
Life. Coty. Inc.. and the Petroleum
tures or visual displays in projection
Industry. Missing at the latest roll- auditoriums; tlie majority of these
call are Johns-Manville. MacFad- equipped with permanent theatre
seating; ivall screen installations.
den Publications. Aetna Life, Lee
Hats and several other smaller ex- INDUSTRIAL-COMMERCIAL
hibitors. E.XHIBIT.S
AMERICAN TOBACCO COMPANY: "The
The sum total is that films amply
Story of Lucky Sti-ike" a motion
demonstrated their value to most picture presenting the product
users at last year's show. Chrysler story. Projection: Simplex (35-
probably went to the nio.st trouble mm). Screen: Translux (RP)
fense" etc. product films. Projec- on Parade" scenic film. Projection: ITALIAN CINEMA: Documentary and
Peerless Arc Lamps
tion: Bell & Howell Filmosounds Bell & Howell silent (C). Screen: scenic films. Projection: All Italian
(2). Screen: Glass DaLite (RP) equipment 35mm
GOVERNMENT & EDUCATION PALESTINE: Historical documentary
BRITISH EMPIRE BUILDING: British GOVERNMENTAL EXHIBITS NEW YORK CITY; Civic films. Projec-
films. Projection: Bell & Howell
documentary Projection:
films. U. S. ARMY AIR CORPS: "Wings of the tion: Victor Animatograph silents
(6-C). Screens: Glass (6)
Filmosound (C). Screen; Translux
British Thomas Houston (sound). Army" film. Projection: Bell & (RP)
Screen: 15'. Seating: 250 Howell Filmosound (C). Screen; SWITZERLAND: Scenlc films. Projec-
FRANCE: French travelogues, etc. Translux (RP) FOREIGN EXHIBITS tion: 16mm Swiss Equipment.
Projection: Simplex (35mm). Bell u. s. DEPT. OF AGRICULTURE; Agri- BELGIUM; Scenic and documentary Key: (RP) Rear Projection setup.
& Howell Filmosound Arc. Screen: cultural films. Projection: Bell & motion pictures. Projection: Sim- (C) Continuous projection equipment
Within these imUs (below), the .-Itiieriian Tobacco Coinpanv unreels its enter- ill the t'orlals under this theatre marquee- The Coty huUding (right) aho hojtses
tainingand instructive sound mozie. The Story of Lucky Strike, to Fair visitors. a eoinfortable theatre zchere jeminine visitors can watch a color and sound inozne
Household Pittance Corporation presents its entertaining and instructive films with- of iinitsiinl interest. The Coty film features of^tieal effects achiez-ed in Kodachrome.
THE
.':
TYRANNit
::;:imiao.HVis
^ ^
f
.1 ft llWtfTC4
Robert Ball] win "Penny" Marsha Hunt ''Ev Edgar Bearing "Barney" Frank Feylan "Pete"
• In A SINGLE COMMERCIAL motion 'When Professional Talent ence. \^1iat is true of accuracy in acters, in effect, move easily and
picture of the 1940 season the cast Counts Most props and set design is equally true acceptably into the situations
pictured on this page was assem- A very large percentage of the of the characters. Too. the work of created for the audience. The story
bled. They included actors and ac- commercial films produced require polished actors experienced in tech- is always predominant and the plot
tresses who rate '"tops" among neither Hollywood talent nor the nique is. in the full run of produc- idea the final victor which earns the
Hollywood's favorite featured play- services of any professional talent. tion, less expensive because it en- plaudits of the audience. For the
ers: their combined professional Straightforward factual presenta- ables the director to move swiftly commercial's first and final objec-
years would have totaled many tions of industrial processes, travel- along according to schedule. tive is business and its final success
is measured by the sales results
score. The event was not an excep-
attained.
tion but it was a noteworthy ex-
ample of the recognition on the part Other Name Talent Useful
of sponsors and producers of the Another type of professional
public's role in the commercial film tUi talent is that of the commentator.
York City.
St.. San Francisco, or dent causes which would apply to
U. S. Dept. of Agricul-
in a new light. They are learning local agencies,
National Safety Council, ture. Motion Picture
Extension Service. virtually any industrial plant. .All
the safe drivers tricks of the trade Firestone Tire & Rubber 20 North SV a c k e r
Co.. .Akron. Ohio. Drive. Chicago. Washington, D. C. transportation com-
factories or
in an interesting, graphic way that
panies have certain common acci-
makes preaching painless.
only one of
flllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllHIllllllllllllllllllNIIIIIIIIIIIIIIHIIIIIIIUIIIIHIIIItllllllllllllllHIIIIIIIIIIIIIIIIIIIIIIIIIIIlin^
Please turn to next pa get
Defensive Driving
{
is
iii'^^-''iiB?^i:i
isM^':;.i{::;iiiiill^^
; 2: — :
Si^^iiKSS::;:;^;:^^*;^:^;:
P RE V U E — I I
Safety Films
Newest of tin: :ioiiiiitsli(le fihii ))rog)ams to he relenseil hii the shows the losses caused industry by avoidable plant accidents. Available
National Safety Council, Chicago, is "Invisible Red Ink." This proyram to non-members at reasonable rentals or purchase ... Producers: Sarra, Inc.
SAFETY (III
steel mill
control,
accurately
it
how many
difficult to
times
estimate
they
mm mmThe field of safety education in
ii the schools
tant elements to assure understand-
or a shoe factory. guess to say that 40 million per- the schools demands special con- ing.
Most films are aimed at employee sons have seen one or more of the sideration. The present numerical A number of films in this field
education, and the result has been Council's films. superiority of silent visual aids and were not included in the listing be-
very gratifying. For example, one We feel that we have just
the growing volume of sound motion low because of their primary school
large concern reported that after scratched the surface in exploiting
picture equipment are important eduralional theme. These titles
showing a film on infection and the sound slidefilm. No longer is
aid for minor wounds, the
factors in preparing material for include many subjects such as .45^
first it limited to sales training. Be-
number of treatments at the first cause it combines effectiveness with this field; the tremendous circula- Daddy. Automobile Safety, Goofs,
aid rooms more than doubled, with low expense, it is just coming into tion and basic educational oppor- Lest We Forget, School Safety
a comparable drop in lost time and its own as a tremendous influence tunity, especially in vehicle traffic Patrols, Spinning Spokes, and
compensation. in public education. safety, are also noteworthy. Street Safety. Principal classifica-
\^ e either sell or rent the films Traffic safety education can be tions are: A. Street and Highway
From the school's point-of-view
and It has been both sur-
discs. carried on in much the same man- Safety; B. Fire Prevention: C.
prising and significant to us that lier that has been so successful in
the large number of programs al-
Forest Fire Prevention: D, First
sales of these sets have been about industrial safety education. The ready available at low cost or en-
Aid; E. Driver Training: and F.
seven times more frequent than field of safety education in the tirely free furnishes further evi-
General Safety.*
rentals. Industrial plants have in- schools is still wide open. dence of the value of oAvning visual
dicated that they are building up There are innumerable possibili- *See: Visual Aids in Safety Edu-
equipment. The methods of pre-
programs for train-
libraries of the ties that haven't even been touched, cation, prepared by Safety Educa-
senting such programs are uniform. tion Projects of the Research Divi-
ing new employees and periodic but I believe it is only a matter of
reshowing to the veterans. time before the sound slidefilm will
An advance prevue showing, pre- sion ; National Ed. Assoc, of the
Since the films are rented or be doing the most outstanding edu- pared questions for review and an U. S. 1201 Sixteenth St.. N. W.,
sold, and thus pass out of our direct cational job in the country. advance discussion plan are impor- Washington. D. C. Price: 25c.
IJ
S?;«?>x-»^-:^':-:vS
P R EVU E— I
Safety Films
I
young man. who drinks before Rental: $5.00 per reel for 2 weeks Once Upon a Time: 16 and 35
visualizes methods of reviving of
home.
driving, working and in the
driving. or less. mm, sound 1 reel. —
Distributed
'.ictims. One of the M-G-M "Crime Never free, by Metropolitan Life Ins.
35 mm. Everybody's Business: mm. 16 New York City, the sponsor,
GamblinR With Death: 35 mm. Stop Silicosis: 16 and
and sound and mm, Pays" series. A dramatic story Co..
-ilent — reel. Produced by New
1
—
sound 1 reel. Distributed by: silent
sound. Distributed by: NATION-
35
of a young hit-and-run driver, or Motion Pic. Bureau,
Prize-winning animated
YMCA.
cartoon
York Central R. R. Apply hdq. U. S. Dept. of Labor, Division of who is caught by police and
for information since film possibly Labor Standards. Washington. AL SAFETY COUNCIL, INC.. eventually sentenced to prison. especially suitable for schools
D. C. Rental: Free. 20 North WackerDrive, Chicago.
Also deals with drunken driving. showing reasons for accidents and
(ibsolete. 111. Rental: S2.50 per day, silent
Illustrates the danger of silicosis their prevention in fairy-tale
Crade crossinK accidents analyzed version, $5,00 per day. sound The Hit That Scored: 33 mm,
and dust hazards in industrial manner.
with brief cartoon interludes. Out
Gives detailed but com- version. silent 1 reel, —15 minutes. Dis-
mm. sound —
tributed by NATIONAL SAFETY
of date in style but possibly use- plants. Over Here : 16 1 reel.
Illustrates interesting test in
prehensive information on how to
:
ful for driver training. Theme COUNCIL. INC., 20 North Distributed by: Y.M.CA, Motion
eliminate these hazards. which one car travels the length Picture Bureau, 347 Madison Ave.,
worthy of modernization and re- of a city, obeying all traffic regu- Wacker Drive, Chicago. 111. Rent-
lease. What Price Safety?: 16 mm. lations. The other car travels the al S2.50 per day. New York. N, Y. Rental: Free.
Learn 16 and 35 mm.
to Swim: sound —
2 reels. 2ij minutes. Dis-
same route. speeding. beating
:
by: EKvood Bancroft. 126 E. City. Rental : S20.00 per day highway markers. safety with accident scenes de- Indemnity Co., 116 John St., New
Columbia Ave.. Battle Creek, two short subjects on picting slogan; "brakes stop the York: 401 California St.. San
includes Handlebar Hazards: 16 mm. wheels but tires stop the car." Francisco, or through local com-
Mich.
A school film, outlining a general
same
A
reel.
feature-length movie, made by
silent, color 1 —
reel. 20 minutes.
mm. pany agency.
Distributed by: Employers Mutual Keep Up With Traffic: 16
safety program. Message directed Paramount Studios, Stars Ran-
Drake and
Insurance Co.. Wausau. Wis. sound 2 reels. —Distributed by :
Highway and local safety film de-
picts tragic results of automobile
to parents of school children or dolph Scott, Frances Produced by R. L. Swanson, Portland Cement Association, Chi-
Stresses vari- Tom Brown. A vivid picturization accidents. Especially for schools.
school authorities. Appleton, Wis, Rental: Free. cago. III. Rental: Free.
ous of school safety ac-
phases of the great dangers involved in A review of the bicycle safety Depicts the importance of engi- Safety on the Highway: 16 mm.
tivity and their importance. speeding and drunken driving. program being carried on by the neering in safe highway construc- —
sound 1 reel. 5 minutes. Distrib-
Safety First: 16 mm. silent — Bicycling With Complete Safety: Appleton. Wis,. Police Dept. tion. Shows what is being done uted by Various state and local
:
by: Aetna Life Affiliated Com- Bill's Bike: 16 mm. silent, color ty. Safe and unsafe driving prac- driving. C. Motion Picture Bureau.
A.
—1 reel. 15 minutes. Distributed 347 Madison Ave.. New York: 19
panies, Hartford, Conn, Rental tices also shown. Good movie for Learn to Live: 16 and 35 mm,
by S. LaSalle St., Chicago. HI. : and
Free. by: Motor Vehicle Dept, of Wis- audiences of all ages. sound— 1 reel. Distributed
351 Turk St.. San Francisco. Cal.
Discusses the various hazards in consin, Madison. Wis. Hell Won't Have Him: 16 mm,— Aetna Life Affiliated Companies,
the home and describes methods Picture in story form. Shows Safety Education Dept., Hartford. Rental : Free.
reels.
.... Sponsor: Bruce Dodson Features Ab Jenkins and his speed
of preventing home accidents. youngster, who has accident with & Co,. Kansas City, Mo. Conn. Rental: Free.
tests on the salt flats of Utah.
Then Came July 5th : 16 mm. his bicycle and then reforms in Truck driver film showing safety A series of seven units, available Shows Jenkins as an example of
—
sound 1 reel. 9 minutes. Dis- his ideas about safety. angles involved.
mm.
singly or in a set. Subjects cov-
How to park a car, safe driving. Originally spon-
tributed by Various state and : A Challenge to Chance: 16 mm. Highway Adventures: 16 ered are :
sored by Firestone Tire and Rub-
local depositories. —
sound 1 reel. 20 minutes. Dis- sound — reels.
.. Distributed by how
how
to turn at an intersection,
to avoid skidding, how to ber Co. Frequent mention of
Sponsored by the United States tributed by Portland Cement
: sponsor: Michigan State Highway Firestone Tires.
Junior Chamber of Commerce and Association, Chicago. HI. Rental: Comm.. Lansing. Mich. pass a car, how to cross the
Professional - quality presentation street, when to cross the street Saving Seconds: 16 mm. silent
the International Association of Free. Distributed by NA-
2 reefs.
Fire Chiefs. An appeal for the Stresses the need for good high-
SAFETY
:
COUNCIL.
careful and supervised use of fire- way construction in reducing TIONAL
accidents. Gives worth- INC., 20 North Wacker Drive.
works. traffic
explanation of highway Chicago, III. Rental: S5.00 per
Why Not
Live ? : 16 mm. sound while
day.
silent— 1 Distributed planning and engineering.
and reel.
Ganz Company. Lose: 16 mm. A film, proving the folly of sav-
by : William J. The Chance to ing seconds at the cost of human
19 E. 4-th St.. New York. N, Y. sound — 1 reel. Distributed by: lives. Shows accidents on the
Rental Free. : NATIONAL SAFETY COUNCIL, highway and explains why they
Covers home, highway and farm INC., 20 North Wacker Drive, were caused. Stresses good care of
safety and the work of the Amer- Chicago. Rental: §5:00 per day. brakes and how to handle car on
ican Red Cross in its first aid Received award as best safety film curves, wet pavement, at inter-
activities. of 1&37. Has scenes showing the sections, etc.
INDUSTRIAL construction of modern motor
Screwdrivers of 1940: 16 and 35
Dangerous Dusts: 16 mm. sound cars. Illustrates the chances taken
by many drivers as compared
mm. sound^2 reels. Distributed
1 reel. Distributed by: U. S. by: Shell Oil Co., St. Louis, and
Dept. of Agriculture. Motion Pic- with the chances taken in various Rental free.
principal agencies. :
Distributed by: General drivers of various types of trucks York University. 20 Washington "Ozzie," and his adventures on
1 reel. poohs" safety. Cartoon charac- Square North. New York. N. Y. the highway. Humor is used ef-
Motors Corp.. New York. N. Y. ter in safety poster conies to life and demonstrations of "defen-
Rental $1 .00 per day for each
Rental: Free. and explains to workman the sive driving" tactics. Good pro- :
fectively in getting across the
gram for civic groups, as well as part. Purchase: $6.00 per set.
Features the cartoon characters. importance of lifting and han- Shows the safe way of using elec-
rights and wrongs of driving. Best
"Sensible Sam- and -Reckless dling materials carefully. Hernia
commercial drivers.
tricity in the home, including ap-
suited for general audiences.
Rudolph" and their contrasting and back strain are discussed and Inertia: Length 15 minutes. Dis- proved practices for avoiding fires HI. FILM STRIFST^LENT
directions and advice to a driver. method? of lifting and tributed by: American Legion,
driv- the jiroper that result from the misuse of (All film stripn printed on 35 mm.
Crt)od scenes of various safe handling many different tyiies of Office of the Dept. Adjutant, appliances. Part
electrical 1. film.)
ing practices. materials are illustrated. Work- state post, or Americanism Com- "Safe Currents." shows how elec-
With Care: 16 mm. sound— 1 reel, man is later convinced by the ex- mission. Indianapolis. Ind. Rent- INDUSTRIAL
tricalshocks can be prevented. Care and Use of Rubber Protec-
10 minutes. Distributed by: Chev- planation and changes his attitude al : Free. Part 2. "Fire by Wire," illus-
Car Co.. Detroit. toward safety. Demonstrates the law of inertia tive Material : Public Utilities)
(
rolet Motor trates the prevention of fires in
as applied to safe driving. The Length 30 frames. Distributed
Mich. Rental: Free. Red Length: 20 the home due to electricity.
:
night accidents are included. Dis- North Wacker Drive, Chicago. III.
Traffic Institute. 1827 Orrington
35 mm. film and accompanied hfi
ment to recognize the importance Rental: cussion is made of headlight ad- Rental: Free. Purchase: $1.S0
of a planned safety program, not
Ave.. Evanston. III.
sound mcHnage on a 33-1 '3 r.p.m. Free. justment, various types of lamps, (f.o.b. Chicago).
Special projector only from the humanitarian stand-
recordiny.
IKiint, but from the standpoint of
Made primarily for demonstration etc. Distribution and
Maintenance:
necettsarii.) of proper highway first aid meth-
actual dollars and cents. Stoi-y Safety in Numbers : Length 10 : (Public Utilities) Length 2S :
INDUSTRIAL pictures two old friends meeting ods to police officers. Describes minutes. Distributed by: Various frames. Distributed by: NATION-
The Eyes Have Length: 20 It: on a train. One is on his way to the great dangers involved in mis- state and local depositories. Rent- AL SAFETY COUNCIL. INC.,
handling accident victims. 20 North Wacker Drive. Chicago.
minutes. Distributed by: The Na- a safety award banquet. The other al : Free.
Presents plan for community
a Rental: Free. Purchase:
tional Society for the Prevention Live Longer With Light: Length: III.
comjilains of the rising cost of
Blindness, Inc.. 50 West 50th accidents in his business. The 20 minutes. Distributed by: Gen- safety and the part civic groups $2. SO (f.o.b. Chicago).
of
New York, N. Y. Purchase: "safety skeptic" is finally con- eral Electric Co.. 1 River Road. can play in solving local traffic Infected Wounds Length 31
St.. : :
vinced by his friend that a well- Schenectady. N. Y. Rental Free. problems. frames. Distributed by NA-
?7.50. :
A dramatic appeal for the use planned safety program is bound Stresses the value of good high- Sealed Beam Headlight for Safer TIONAL SAFETY COUNCIL.
of goggles in Industry. The value to reduce the cost of accidents way lighting. Gives statistics on Night Driving: Length: 30 min- INC.. 20 North Wacker Drive.
and importance of goggles is dem- and inefficiency in any business. night accidents and offers plan utes. Distributed by: General Chicago. 111. Rental: Free. Pur-
onstrated by case histories of eye for improving highways for night Electric Co.. 1 River Road. chase: $3.10 (f.o.b. Chicago).
how they could Lady Luck's Husband: Length:
accidents and 30 minutes. Distributed by: Trav-
driving. Schenectady. N. Y. Rental Free. Machinist's Tools: Length: 25
have been prevented. Voice of
elers Insurance Co., Hartford. Living in the Motor Age: Length: A promotion of the sealed beam frames. Distributed by: NATION-
commentator runs through pro- Conn. Rental: Free. 25 minutes. Distributed by Cen- :
'
headlight as a contribution of the AL SAFETY COUNCIL. INC.,
pram. Augmented by voices of Features the comic character. ter for Safety Education, New Automotive Industry for safer 20 North Wacker Drive. Chicago,
other characters and sound ef- "Ozzie," and his adventures in York University. 20 Washington night driving. Points out vari- III. Rental: Free. Purchase:
fects. an industrial plant. "Ozzie" does Square North. New York, N. Y. ous advantages, such as Greater : $2.50 (f.o.b. Chicago).
The Fall Guy: Length :
20 everything wrong and gets himself Rental $1.01)
: per day for each visibility, reduction of glare, ease Safe Practices in the Operation
minutes. Di^^lribut^d by: NA- in all sorts of accidents, but with part. Purchase: $6.00 per set. of adjustment, etc. of Overhead Cranes: Length 32 :
TIONAL SAFETY COUNCIL. an amazing streak of luck, man- Part 1, "Learning to Drive," deals Selective Enforcement : Length frames. Distributed by NA- :
INC.. 20 Drive.
North Wacker ages to escape serious injury. with classroom aspects of the 15 minutes. Distributed by: TIONAL SAFETY COUNCIL.
Chicago. 111. (Available only to Last part of film analyzes subject. Part 2. "Skillful Driv- Northwestern University Traffic INC., 20 North Wacker Drive.
members). Rental: ?2.75 first ing." demonstrates methods of in- Chicago. III. Rental: Free. Pur-
"Ozzie's" mistakes and illustrates Institute. 1827 Orrington Avenue,
week S2.25 each week additional.
; how they should have been cor- struction behind the wheel. Evanston. III. Rental: Free. chase: $3.20 (f.o.b. Chicago).
Purchase: $7.50. {AH prices f.o.b. rected. Making Your City Safe: Length: Stresses the advantages of selec- Safe and Unsafe Practices in
Cleveland. Ohio.) 20 minutes. Distributed by: NA- tive enforcement by means of Metal Mines: Length: 16 frames.
A convincing story of falls m Open for Infection: Length: 20
TIONAL SAFETY COUNCIL. adequate accident records and an Distributed by: NATIONAL
Industry, interspersed with humor-
minutes. Distributed by NA-
:
SAFETY COUNCIL. INC.. 20
ous dialogue and episodes. A TIONAL SAFETY COUNCIL, North Wacker Drive. Chicago, III.
workman makes a tour of the INC.. 2(1 North Wacker
Drive.
Purchase: $1.60
Chicago. 111. (Available only to Rental: Free.
factory with "death." in the form members.) (f.o.b. Chicago).
Death points out Rental: $2.75 first
of a skeleton. week $2.25 each week additional. Safety in Construction: Length:
how he goes about collecting fall :
Purchase: $7. .SO. (All prices f.o.b. 22 frames. Distributed by: NA-
victims. Many fall hazards are Cleveland, Ohio.) TIONAL SAFETY COUNCIL,
illustrated and the methods of
them are clearly Story features workman, who cuts INC., 20 North Wacker Drive.
eliminating finger and then scoffs at first aid. Chicago. III. Rental: Free. Pur-
shown. The workman learns his Is ordered to first aid room by chase: $2.20 (f.o.b. Chicago. III.).
lesson and vows never again to
take chances on falling.
foreman. While having the cut The Pole Problem: (Public Utili-
treated, he learns from the doctor ties) Length: 30 frames. Distrib-
Fire- Length: 20 minutes. Distrib- of the great dangers in neglecting uted by: NATIONAL SAFETY
uted by: NATIONAL SAFETY even the smallest cuts or injuries. COUNCIL, INC.. 20 North
COUNCIL, INC.. 2(1 North Wacker The imiKjrtant reasons for prompt Wacker Drive. Chicago. 111. Rent-
Drive. Chicago. 111. (Available first aid are given and examples al : Free. Purchase: $3.00 (f.o.b.
only to members.) Rental: $2.75 of neglected first aid are shown. Chicago).
first week S2.25 each week addi-
; The worker is firmly convinced by Unloading Cars:
Poles From
tional. Purchase: ?7.50. (All the argument and vows never ( Public Utilities) Length 23 :
prices f.o.b. Cleveland, Ohio.) again to let a cut go untreated. frames. Distributed by: NATION-
Opens with exciting epi?=odes of Safety Pays: Length: 25 minutes. AL SAFETY COUNCIL. INC.,
large manufacturing plant being Distributed by: Modern Talking 2i) North Wacker Drive. Chicago.
destroyed by fire. Hundreds of Purchase:
Picture Service, Inc., 9 Rockefel- III. Rental: Free.
workers lose their jobs because ler Plaza. New York, N. Y., and $2.30 (f.o.b. Chicago. III.).
of careless Hip of a match.
the
Ideal Pictui-es. Inc.. 28 East INC.. 20 North Wacker Drive, efficient and effective system of Woodworking Machinery: Length:
Scene switches to home of fire
chief. Chief explains to daughter
Eighth St., Chicago. III. Rental: Chicago. III. Rental: Free. Pur- police patrol. 25 frames. Distributed by: NA-
and daughter's boy friend the tre-
$25 per day. Purchase: $75. chase: $7.50 (f.o.b. Chicago. 111.) Shopping for Safety Length 30 TIONAL SAFETY COUNCIL,
mendous annual loss in money One section of a series of six A convincing appeal for a bal- : :
INC., 20 North Wacker Drive,
films on foreman training.
minutes (2 parts). Distributed
and jobs, caused by industrial This anced safety program of engineer- by: Center for Safety Education, Chicago, 111. Rental: Free. Pur-
film stresses the idea of "selling" ing, education and enforcement as chase: $2.50 (f.o.b. Chicago).
fires. Correct methods of pre- New York University. 20 Wash-
safety to workmen. It illustrates the best way for any community
ventinR and fighting fires are ex- ington Square North, New York.
plained and convincingly illus- to foremen that better results to reduce traffic accidents. Gives
N. Y. Rental: $1.00 per day for PUBLIC SAFETY
can be obtained by persuasion valuable suggestions for the or- Child Accidents in the Home
trated.
rather than force. Voice of com- each part. Purchase: $6.00 per
ganization of such a program and Length: 26 frames. Distributed
Getting the Most Out of Electric- mentator runs through film. a clear explanation of how the
set.
NATIONAL SAFETY COUN-
ity—Safely: Length: 25 minutes. Deals with proper supervision, by:
various activities should be car- maintenance, and techniques in CIL. INC.. 20 North Wacker
Distributed by: International As- PUBLIC SAFETY ried out.
sociation of Electrical Insitectors. the school shop. Also contains Drive. Chicago. 111. Rental: Free.
America's Fatal Streets: Length Purchase: $2.60 (f.o.b. Chicago).
85 John St., New York. N. Y. Night Driving: Length: 15 min- first-^^ suggestions for the shop
25 minutes. Distributed by: Gen- Getting Convictions in Connec-
Rental Free. eral Electric Co.. 1 Rivtr Road. utes. Distributed by: American teach@ Part I. "Shopping for
:
Safety." deals with the boy's in- tion With Traffic Accidents
Covers safe operation and main- Schenectady, N. Y. Rental; Free- Legion, Office of the Dept. Ad-
frames. Distributed
tenance of electrical appliances jutant, state posts, or American- troduction to safe practices in the Length : 36
A tratTic safety program, argu- Part 2. "Skills by: NATIONAL SAFETY COUN-
and wiring. Appeal is from the ing the cause of better street and ism Commission, Indianapolis, vocational shop.
INC., 20 North Wacker
company's point - of - view. Cood Ind. Rental: Free. vs. Trouble, " deals more specifi- CIL
highway lighting. Shows that
with the development of Drive. Chicago, III. Rental: Free.
subject for Public Utility employ- night accidents are much worse The important part of this film cally
ees or home safety audiences. lies in the emiihasis of three rules
skills as a means of preventing Purchase: $3.60 (f.o.b. Chicago).
than daytime accidents, according
Grime Doesn't Pay: Length: 20 to record, and gives comprehensive for night driving: 1—
Inspect and accidents. Home Safety for Adults: Length:
NA- adjust headlights regularly. 2— Look I and Live ! : Length 27 frames. Distributed by NA-
plan for improving conditions for Stop :
Office of man on his route then a city — Wacker Drive, Chicago, III. Rent-
cidents. Features characters. police officer and a highway pa- al Free. Purchase $2.70 (f.o.b.
for reducing accidents. Gives ac- the Dept. Adjutant. Rental :
"Poor Housekeeping" and "Good trolman, each of whom explains Chicago, III.).
cident statistics and makes an ap- Free. safe walking procedure-
Housekeeping." Story depicts a peal for more uniform traffic Suggestions are presented to com- The Chance of a Lifetime: Dis-
man-hunt for the criminal. Poor '
regulations. munities on reducing traffic ac- Testing the Drinking Driver: tributed by Society for Visual
:
Housekeeping." The criminal is cidents by means of a 15 point Length 20 minutes. Distributed Education. Inc.. 100 E. Ohio St..
caught and taken on a tour of the Defensive Driving: Length 20 :
Purchase: $2.00.
minutes. Distributed by:
:
NA- safety program. Shows what by: NATIONAL SAFETY COUN- Chicago, III.
idant by "Good Housekeeping.
SCREEN
ADVERTISING
^^ cfJ^^fOP/^/n^etNONMS/ I />•// )
II.
wtmioia dis-
f'/oy f'oster iUustrat-
iny a
('^
^
SEETHEMf kcUn(/(i
rampaii/n.
si-recit ad
(r-
and (hclim-)
motional
paper s h o zc s the
this
dealer
pro-
\y
eat t i
icitli
c u p possibilities
titoz'ies.
PR01IOTI.\(i
•
the
In many ways
final screening
as important as
of movie
the
mm
is ideally adapted to such purposes
to the local dealer and to the ill tlie dealer's display. The dealer Salt. Appal
retail buying audience. is invited to see the characters him-
~i^,
,.,'-'" '-.-Id
'>''?\ -o^'.'
The thorough preparation of this self at the nearby theatre. \
SCREEI IDS^BEUERS
syndicated advertising reels for
manv kinds of retail business
"From a small hcyinning over six of this is readily apparent in the
years ago, Sinclair Movies bare en- fact that dnring 1939 nearly tzco
joyed a remarkable growth. Today million people every week sazv Sin-
they are a headline snccess in the clair Moz'ies on the screens of mo-
movie advertising industry. Proof tion pictnre theatres."
• The phenomenal success of of national advertisers who are al affiliations and for such relative- use of newsreel-style sequences and
ihe screen advertising medium in making such campaigns available ly independent lines of business as well-edited "national" copy and by
many lines of merchandising from to local dealers are the Sinclair banks, building material suppliers, exercising good taste and judgment,
tlie higher priced range occupied Refining Company, the Orange- etc.. the screen advertising pro- the producer has overcome prac-
by automobiles and refrigerators Crush Company, Westinghouse. Dr. ducer-distributor has made avail- tically all of these objections. With
to lowly five-cent beverages ha? Pepper, Proctor and Gamble, Flor- able syndicated promotional cam- growing recognition that the pri-
sheim, and a lengthy list of similar- paigns. Typical of these are the
amply demonstrated the selling mary responsibility is to the movie
versability of these short movie ly prominent merchandisers. banking service "Screen Broad-
audience, quality will be improved.
has also been A
good many of these programs casts" which include 17 newsreel-
reels. Its flexibilily Certainly the power of the medium
are offered on what Sinclair terms like ""story films" to sell local audi-
demonstrated through the extensive through its hold on the undivided
system of theatre locations which the '"50-50 plan." Computing the ences on various financial service
attention of the subject,
its almost
permit the national sponsor to use cost of the program at about $2.50 and 20 "'human interest" playlets
complete lack of waste circulation
per 1.000 "reader-listeners" (a fair to help the bank increase profitable
screen campaigns in close proximity and a corresponding low cost per
to centers of distribution and also average) the Commission Agent is |)ersonal loans.
person makes it a most desirable
very close relation to his own asked to pay one-half or $1.25. The In the building field another se-
in
medium.
dealer setups in these centers. per person cost to the Agent is 11 ries includes
modernization, repair
and new construction reels. Local Truly, professional quality pro-
mills. Similarly, Orange - Crush
How THE Local Dealer dealer signatures are added. duction is essential to the medium's
campaigns, made available to bot-
Participates well-being. For it will be remem-
tlers on a "iow-cost. rental serv-
From the local retailers point ol
Problems and Advantages bered that the very power of the
ice" basis, are arranged for by local
view, the screen medium is even representatives of the principal Obviously the problems encoun- medium lies in the audiences ac-
more simple. An increasing num- screen advertising agencies who tered in this field are those ex- ceptance or even tolerance of the pe-
ber of national advertisers are find- contact the local bottler, set the perienced with other syndicated riod during which it is on the
ing both economical and feasible theatre dates and furnish checking media. Scenes and commentary screen. This tolerance has been
to offer local dealers screen adver- reports. This is typical procedure. must be general, the spoken dia- turned into enthusiastic reception
tising programs consisting of an en- logue may easily fail to express by the use of color, animation and
Syndicated Business Reels
tire season's campaign of twenty, the local dealer's personality. clever editing. That is the goal
thirty or more subjects. Typical For local dealers without nation- On the other hand, through the toward which all must strive.
Business Screen
PART ONE: THE PRIMARY USES
OF THE SOUND SLIDEFILM
An Introduction Application of Visual
to the
Aids in Advertising, Selling and Training Fields
• The simple but effective combination of a producer's organization for the United States
filmstrip projector and phonograph turntable Army. This series of sound slidefilms included
which are the basic units of all soundslide equip- five each covering a principal section of
kits,
ment created a new medium for advertising, automotive training and from five to ten pro-
selling and for the training of salesmen and grams were contained in each kit.
technicians. The projected series of individual The sound slidefilm's simplicity belies its de-
still pictures, when combined with a spoken scriptive power. Here the complete facts
be may
background of commentary synchronized with assembled with unchanging, inflexible accuracy.
each picture, possess a startling degree of Photographs illustrating the point in discussion
realism and dramatic action. are projected to enlarged scale on the screen. In
the darkened auditorium, the commentator's
From Device to Medium voice describes each interesting factor and any
Business' own need for definition, the grow- number of reviews can be carried out until the
ing complexity of through wide-
distribution audience has learned the visual lesson with
spread field operations and the need for co- letter-perfect unanimity.
script basedon the sponsor's need and usually Motors. Globe-Union. Hudson. Nash. Packard. 1940: a series of fourteen slidefilms for Chrys-
backgrounded by thorough research. These fac- Plymouth. Pontiac. Studebaker. Willard Stor- ler, four for Plymouth, four for Dodge 1940 (
tors enter into the final cost of the production age Battery. General Electric (Lamp Div.). only) and fiveprograms for the Dodge Truck
but the by no means complete for each Division is a typical enumeration of the use of
list is
Training the Automobile Salesman
clients needs may vary considerably. this medium in the automotive industry. The
W here Do We Go From Here, Getting the training of the floor salesmen is their primary
In general summary, can be noted that the
it
Final "Yes.' How to Make Owners Your Cus- purpose but these subjects may be utilized for
cost of the slidefilm program is considerably tomers, etc. Plymouth Division. Chrysler Cor-
showing to consumers as a sales aid to the
less when the producer is permitted to turn out poration. Purpose: basic sales training on vari-
these subjects in series.
salesmen's personal presentation. A number of
ous points of technique, situations, etc., for the slidefilm subjects for these sponsors are based
salesman on the dealer's floor. Theme: entire on the comparison motif, with the sponsor's
series produced on various topics. .Audience:
car compared point-by-point with competitive
Slidefilm dealer's salesmen at group meetings. (B). lines. Generally these subjects average 60-70
Maxim "Tell 'em
Pontiac's Cooling and Lubricating System,
:
(AV) Audivision. and stress is laid on the value of the guarantee brewery salesman to use Canco's tested plan in
New York
Inc., and consumer acceptance. .Audience: This film order to increase his o\\n sales. Promotion: the
(HF) Haig & was presented by the United Motors Service or- various merchandising materials prepared by
Francisco. Inc.,
Chicago Gr Dayton. ganization to their service personnel and dis- the company for this campaign are used as the
(PH) Paul Harris tributors as a feature of sales meetings on the supplementary material and distributed coinci-
Prod., Chicago. Delco-Remy line. (.'\). dentally with the showing, (v).
IX
B I 1 I. I) I N G S I P P L 1 K K S
ual which brings out the major selling points in and educate your salesmen gives them . . . 3. TRAINING THE DEALERS SALES-
the film is distributed to all salespeople attend- increased knowledge of your product or .MEN —
The drones of the sales world . . .
ing these Columbia showings, (v). service teaches them how to sell it.
. . .
the most important link in the sales chain
They learn the one best way to present . yet the most neglected. Business spends
. .
Principal Use: Training store clerks and show- tail for demonstrations and com-
outlets
best way at the same time throughout the
ing wagon delivery men. etc.. improved methods develop greater belief in plete information. At the retail outlet the
country. It will
of service and salesmanship. pride in your poor consumer finds himself too often at the
you and your product . . .
. . . customer approach . , .
merits proper demonstrations, etc.? Or
. . .
Typical Dairy Field Prodlctio.n stration . . . how to overcome objections ... do they substitute a product of less
meet competition . . . the proper way merit but one which they know more about
Stumbling Blocks or Stepping Stones. Follow
. . .
n imn" "iiiii" ^-
(To Be Continued .\e.xt Month) iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiniiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin n niiiiiiin
[251
ScREEN Advertising • 1940
A MODERN MANUAL OF SLIDEFILMS
riie SALESMAN New Technical
Achievements Bring
has been due to
-
the pioneering of
H. Freeman Barnes. Sales Promo-
IV
SLIDEFILMS
Because the salesman can vary the length of
heard of stereoscopic pictures and
many can remember the old stero-
scope and pictures usual Iv found in
a prominent place in the parlor.
GEHERRL
time for showing each picture in a slidefilm, a
thorough understanding of each point thus illus-
These pictures had depth, and are
the g r a n d d a d d y of this new ELECTRIC
"Natural Vision" slide film.
trated in his sales message is assured. He does
a better job of selling. You profit from his more
But the industry knows too well PRESENTS
the millions that have been spent
effective work. experimentally in trying to project
on a screen this same idea, and with-
Yes...andnewRCA16mm.
Sound Film Projector is
easy to use!
You don't have to be a professional projectionist
to operate this amazingly simple unit that provides
/.
r • ••
'>03'), ;>
Better 16 ways, this projector, story literally "sings" because pictures are
more brilliant, sound is far superior. \0% to
designed by RCA Photophone Engineers, 20% greater screen illumination provided is
Same
Audio Visual Service Educational Dept, RCA Manufacturing Camden, N. J.
Co., Inc., Company
A Service of the Radio Corporation of America
Address
A regular program schedule has amid Co.. Bound Brook. N. J. Motion pictures produced in Hol- are in demand.
been maintained over the NBC The new carpet is dyed with spe-
transmitter here since May 1, 19.39. cialdyes which appear quite ordi-
Important changes and improve- nary in daylight but glow softly
ments in transmission are to be with various colors in the "black
made during time the NBC
the light" of invisible ultra-violet rays.
station is off the air, according to Mr. Millson explained.
Alfred H. Morton, vice-president The absolute darkness necessary
in charge of television, who made to full beauty of mod-
bring out the
the announcement. These, he added, ern motion pictures in color has
would involve no more than a very increased the chance of accident to
slight adjustment in the receiver. people entering theaters from
Morton would make no prediction brightly lighted foyers. Mr. Millson
on the date for resumption of pro- said, and to overcome this carpets
gram service over the NBC station, can now be had dyed with Huores-
the only one now operating in the cent dyes to light the way in total
New York City area and the first darkness. Instead of the usual
to inaugurate regular public service shaded along the aisles of
lights
in the United States. Work on the theatres (which interfere with the
technical changes involved in com- fidelity of colored pictures and gen-
pliance with the FCC order, he erally illuminate only the area
.said, would begin immediately af- near the light), small electric
ter the station goes off the air. Re- tubes shed ultra-violet rays on the
newal of the NBC television pro- carpet which is normal in all re-
gram service to several thousand spects except that the dyes used to
owners of receivers in the New color it possess the property of
Projection facilities in llie K uiiiisliolm's llieatic consist of these modern Anif^ro-
York area will be made as soon as fluorescence. sotinds o/hvtitinij from a suuile amf'lifier for (perfect chauiie-oz'er leifhoiit iiiterruf>tioit.
FREE Lens-Eye
panel as seen
view of the instrument
hy the Del'ry flight
test unit nozi' heiuti used by Douglas.
Gives counts and prices on accurate guaranteed
mailing lists of oil classes of business enter-
prises in the U. S. Wholesalers —
Retoilers
Manufacturers by clossilication and slate. Also
hundreds of selections of individuals such as
professional rt\en. auto owners, inco.ne lists, etc
Write today for your copy
R.L.POLK&CO.
BIdg.-
Polk Detroit, Mich.
Branches in Principal Cities
From
Bell & Howell also came
the announcement of two changes
in Filmosound design. B. & H. has
devised sprockets and guards of
Thr I'rohli-ni of Ulni ilar inlcic.~l ha.- liLTii JlianiIc^Ud in \ ictor multiple use is lirought about
such types that the film cannot be
ft ear and Damage .screens. IVAN well-known
DMITRI, by the model "R" Amplifier which
threaded incorrectly, and a new
Some basic facts coiiceriiing the Leica color photographer, in con- can accommodate two Animato-
take-up mechanism which winds the
problem of film wear and damage junction with MR. TEW. formerly of phone Sound Projectors (as shown
projected film with constantly cor-
have been noted by members of the B. F. Goodrich Rubber Co., have above) and as many as eight 12"
rect tension regardless of the reel
Business Screen's editorial staff in been experimenting for some time or 15" speakers. A flick of the
size or film load.
their almost constant contacts with in order to find a screen material change-over switch stops one pro-
hundreds of present day users of ISew Sprocket Guards
sound motion pictures. As the Filmosound is threaded,
The basic factor in this problem the n e w "Safe-Lock" sprocket
undoubtedly lies in the borrowing guards, which are standard equip-
of films and equipment by un- ment on all models, guide the film
skilled operators. Although most to its proper position on the
modern sound projection equipment sprocket. The spring-mounted guard
has been made practically "fool- is snapped open and immediately
proof" (as witness recent develop- closed, and the film is threaded,
ments described elsewhere in these locked safely in place. Further-
pages), accidents still do happen more, the new guards extend over
and these notes may offer a helpful the outer edge of the film. This con-
Jki
WITH
COOD REASO:^
FROM long experience, cameramen con-
BACKGROrXD-X
for backgrounds and general exterior irork
PLUS-X SUPER-XX
for general studio use trhen little light is available
COLOR PRINTS
•
F. O. ALEXANDER
I0S7 Drexel BIdg.
Philadelphia, Pa.
mum a^ vm
• Memo:
dress into your
Put these changes of ad-
file before we forget
division
Safety
director
Council.
shots
of
Chicago.
the National
In his i
=
= 'OCuZ^^4^
contribution Safety on the Screen ^^
Wilding Picture Productions. Inc.
which appears on page 17 of this = sfiLEs CO. inc.
have opened convenient near-loop i
offices
Chicago.
at 100 East Ohio Street.
,. , ,..
m wants another g
Castle Films, Inc.. have moved 1 SOUND SLIDEFILM WRITER I
from their quarters in the \^ rigley
Building to a new suite (2148-49)
in the Field Building in Chicago. Business is good ... so good we want to add another
« *
^-
senior creative contact man to handle existing sound slide-
Pat Dowling Pictures are located film orders.
at 662.5 Romaine Street. Hollywood, Now PLEASE read THE NEXT PARAGRAPH CAREFULLY.
California. ^ .^
.^.
Unless you are note \vorking successfullv in an
Phillip Andrews, editor of the exactly similar capacity for another slidefilm pro-
ducer, or unless your experience has recently in-
famed U. S. Camera Magazine, has E. L Woodbury
National Safety Council cluded such work, please don't answer this ad.
opened his own agency on New
York's Fifth Avenue, where he will
number. Mr. Woodbury points to
—
Bui If you are a thoroughly experienced and capable
direct the campaigns of camera
sound slidefilm writer and contact man and by this we I
the slidefilm medium as an in- mean one with several years' experience and plenty of bona
firms, photographic supply con-
creasingly important tool of busi- fide samples of your work) we'd like to hear from you.
cerns and a similar clientele.
ness and cites from his own ex-
W rite to: A. G. RiPPEY. Jr.
» » *
perience to prove its adaptability Editorial Manager
Contributing to this issue: and success. .Associated Sales Co.. Inc.
A top-ranking executive in the !\'ew Color DetelopnienI 312.3 E. Jeft'erson Ave.
field of safety sound slidefilm pro- From Carroll Dunning, Dunning- Detroit. Michigan
duction is E. I. \^ oodbury. poster color Corporation executive, of P. S. We don't mind if you've had some motion picture
Hollywood, California, comes word tvriting experience.
IN THE AMM.\TION STUDIOS of a new, convenient service for
Produciiou chicis at Caravel Films. Inc. users of small quantities of color
talk I'fcr si-'iiiiiucs III pencil originals.
slidefilm prints. Three-color prints
of less than 50 in number, from
Leica-size Kodachrome originals
may be obtained through this serv-
ice. Information should be obtained
in regard to special photographic
instructions if unfamiliar w'ith pro-
duction of the originals.
Also announced is a new series
of syndicated color subjects which
can be utilized with standard phono-
graphic records of popular musical
The staff at Cartoon Films. Ltd. re- South
selections such as of the
hearse action for a forthcoming cartoon.
Border. God Bless .imerica, etc.
their
associations,
interested in chemical coatings
importance both
or
in
groups
and
industry
and how they are important to and inour daily living.
everyday living is explained in the
new all-color, sound movie, More New Copper Films Are
Than Meets the Eye, released this Released by Bureau of Mines
month by Interchemical Corpora- * The great natural resources of
ALWAYS BY tion. Arizona and the inspiring panorama
More Than Meets the Eye de- of scenic splendor that annually
the way. That's RAILWAY EXPRESS service, at low, economical rates. And it's will resist the chipping and marring quires 40 minutes for showing, is
just as fast and sure for promotion material, trailers, posters, stills, equipment and the various deteriorating forces the latest addition to the Bureau of
and anjthing else that's a "must." Nation-wide coverage. 23,000 offices. Pick-up to which the product will be sub- Mines film library, which now con-
and delivery in all cities and principal towns, at no extra charge. For service jected in the users laundry. sists of more than 4.500 reels which
phone Railway Express. The functions of the various were shown on over 100.000 occa-
divisions and subsidiaries of Inter- sions in 1939 to a total attendance
For Super-speed use AIR EXPRESS — 3 miles a minute.
Special pick-up — Special delivery chemical are outlined in the picture. of more than 9,000,000 persons.
These units are engaged in produc- Copies of this sound film, in
ing printing inks, industrial finishes, 16-mm. size, are available for ex-
RAI LWA^i^EXPRE S S
AGENCY ^<fflr INC.
textile colors, dry colors and pig-
ments, press equipment, and vari-
hibition by schools, churches, col-
leges, civic and business organiza-
ous related products. More Than tions and others interested.
^^^^^^ NATION-WIDE RAIL-AIR SERVICE ^^^^^^ Meets the Eye was produced by Applications for the film should be
Willard Pictures. Inc.. under the addressed to the Bureau of Mines
America's Greatest direction of George Welp. Inter- Experiment Station. 4800 Forbes
chemical Corporation. Street. Pittsburgh, Pa. No charge is
PliiiYliROlJlVD The film lias been prepared so made for the use of the film, al-
HOT SPRWOS
NATIONAL PARK, ARKANSAS
that
facturers
il will be of interest to
of products
chemical coatings and to the gen-
manu-
requiring
though the exhibitor is expected
Add bealthhil years lo your hfe by exercising eral public which uses these prod-
and toning up the system. Enjoy the moun- ucts. Since much of the picture is NEXT MONTH: RESERVE NOW!
tain climate and all forms of recreation. Bathe concerned with the production and BU.SINE.S.S SC.REEN-.S 2ND
in ihe famous medicinal waters of 47 U. S. .\NNUAL EODIPMENT GUIDE
Government-supervised Hot Springs. Slop at
application of industrial colors like
the Majestic Hotel for fine accommodations,
single rooms with or without bath, and smart This allrai'fii'r modern theatre interior awaits New York IVorlil's Fair znsilors
2, 3, or 4 room suites. Covemmenl-supervised ii'/f() attend slnnein'is I'f the ['. S. Steel Teehuicolor motion picture. Men Molie Steel.
bath house in connection. .Moderate rates
.
MitJESTie
COMFORTABLY COOLED
BY THE LAKE BREEZES
•^ \\ illi an iiiiobslriictfd view of the entire oily anil lake front from the broail
expanse of oversizetl «iii(loAvs in every suite, lower ofTiees on the upper twenty
floors at Twenty >ortli \\ acker Drive offer the city's finest business locations.
Here again the unique architectural advantages of this building are real assets to
lake breezes from east to west; end of building offices enjoy the maximum ol
daylight illumination from three sides. As in all parts of the building, floor
lavouts permit real economy of working area in small offices as well as those
up to the maximum Li.OOO square feet area permitted on these upper floors.
"JL HOUSEHOLD
MNANCE CORP.
An Evening
Edgar A. Guest
A JAM HANDY PICTURE
I Si^lL !
Iha J Xm ITl
th.
Sales Meetings
JAM HANDY
n «» m AT K O.
# Slidefilms
Uii^enijation
# Talking Pictures # Convention Playlets
• New York •k Hollywood •k Chicago ir Detroit •k Dayton ir Wilmingtori |
19Weil 44th Street 7046 Hollywood Boulevaid 230 N Michigan Boulevard 2900 East Grand Boulevard 702 ^4utual Home Building 922 Shipley Street |
S
JyAndetbiU 65290 HEmpslead 5B09 STAle 6758 MAdison 2450 ADams 6289 Wllminglott 4 2401 •
interest or excitement contained therein. In short, a coast in as many as desired of more than 10,000 thea-
minute's as long as you make it. tres as port of \hQ\r regular programs. Cost — $3.00 per
Likewise, the ordinary conception of a minute has thousand reoders-and-hearers. Write today for case
nothing to do with a Motion Picture Minute. Dressed in histories of Minute Movie clients.
MACr * KLANIR
WRIGLEY BUILDING. CHICAGO, ILLINOIS
NATIONAL SALES REPRESENTATIVES JAM HANDY THEATER SERVICE, INC.
19 W. 44TH STREET, NEW YORK CITY . , . GENERAL MOTORS BLDG., DETROIT, MICH,
wv
Standards,
Theater Cc c
cc
vou CRN «'*
-
J
(>t
C (
/
^»^i
^X .t^rS
PROIECTORS
[Mwm
mm. MR. and Mrs. America go to the movies 70 million times
week. And when they see your business
a film, they'll
expect pictures and sound of theater-like quality. That's what
you w//5/give them, if your film is to be a sales success.
So choose Filmosound Projectors and make s/tre your film is
brought to the screen with brilliant, rock-steady pictures and
faithful, full-range sound reproduction. Choose Filmosounds
and be certain of programs uninterrupted by embarrassing me-
chanical breakdowns. Choose Filmosounds and kuow that you
FILMOSOUND "ACADEMY" is the same as —
FILMOSOUND "MASTER" a powerful 16
the "Commercial" except that (1) it is in two mm. sound film projector for serving larger will get lasting, dependable service. For Filmosounds are pre-
cases, one enclosing the projector for extra- audiences. Offers the wide range of services cision-made by the makers, for 33 years, of Hollywood's pro-
quiet operation, the other housing the speaker; of the "Utility."" plus even greater audience
(2) it projects both sound and silent film. handling capacity S410 fessional movie equipment.
With cases, only S298
There is a Filmosound or Filmo Silent 16 mm. Projector for
FILMOSOUND "UTILITY" (uof illuslrated) offers all the
every business need. Please write for details. Bell & Howell
features of the "Academy," above, plus greater picture illu- Company, Chicago; New York; Hollywood; London. Est. 1907.
mination, greater sound volume, clutch permitting still pic-
ture projection, and reverse lever for repeating sequences.
Now only S369 "HOW MOVIES TELL AND SELL"
is an interesting new folder every ex-
ecutive should read. Mail coupon for
your FREE copy.
/ »"'/z.t!l°3'fU COMP..,,.^
^ -^Z
•^tate.
SION-MADE BY
second to none in the film industry, but it is not physical size which
the simple ingredients which Audio offers to assure your film's success.
^fUCr''
[4]
Business Screen
Here is the Heart of
AMPROSOUND QUALITY! (
Superior features
that make for the
Remarkable
m Performance ofAmpro
Sound Projectors
m \j-
TRIPLE CLAW MOVE-
MENT. Affords Film Pro-
tection — The triple claw
engages three sprocket holes
simultaneously. Film with two
adjacent torn holes can be suc-
cesstuly used.
IW« 5 EASE"threads"
OF THREADING.
Film straight
through projector at only
three points, (two sprockets
and film gate).
3?
L.V--
6PREF0CUSED EXCITER
m^ cal alignment.
f. L.^ i^
2i
\^
AMPRO
PRECISION CINE EQUIPMENT
AMPRO CORPORATION
2839
Name
N. Western Ave., Chicago, III.
(BS940)
* * *
Miniature Projectors 34
Projection Lamps 39
Still Projectors Id
Yoriv editor). New Yorti oiTices Chanin Building. Phone Murray Hi]I
:
NEW Y O K CHICAGO
The old way of reducing the 35 sound track to 16 mm prints re([uired a cast to the world. The combination
would make the boys in Berlin.
60% reduction in one direction, only 20% in the other.
Tokio or Mexico. "slop-Iook-and-
Now Cinecolor, with a new patented method, reduces the sound track listen" before they start picking a
hoth vertically and horizontally in direct proportion. The result is ]>rints scrap with our Uncle Samuel!"
that have all the quality of 35 uuu theatrical sound. Army on Wheels is the camera
Make a personal test of the surprising sound (idelity that Cinecolor's medium as an in-
tential of the film
Dual Amplitude process offers you in 16 mm. Send 100 feet of 35 mm strument of education in our na-
tional defen.se program was never
negative track (either variable area or variable density) to Cinecolor Inc.,
better illustrated!
Burliank, Calif. A 16 mm print will be returned to you free of charge.
New Slereo Allachnienl:
A new type of stereo projection,
the Copeland Stereo Polarizer, pro-
f^^
vides a means for projecting three-
STEP OUT WITH dimensional pictures with a single
double frame slidefilm projector.
NEW Cineeo/oi* This new optica! device consists of
a specially designed lens assembly
in a focusing mount. An adjust-
able septum prevents light spill.
The optical system is so designed
that the projection distance can be
varied between ten and forty feet,
DteTE SCREENS
Convenience and Durability
OIINCE the early "flicker" tlays <>f llie niotiuii piolure industry,
^^ DA-LITE has led in pioneering many screen improvements.
DA-LITE was first to make large theatre type silver and white screens
in seamless form; firsl to provide perforated screens for use with
sound equipment; firsl to provide a portable box type screen with
collapsible supports operated by a sinjile trip handle; firsl to make
a tripod screen with sipiure tubing; to insure perfect alignment of
tages, DA-LITE Screens are first choice of leailing producers, dis- roller-mounted in a metal case to which a tripod is permanently and
|)ivotally attached. It is the only screen with square tubing in both the
tributors and users of business films. Ask your supplier about tiijiod and extension supiKirt to hold the case rigidly aligned and the
entire picture in perfect focus. Made in 12 sizes from 30 in, by 40 in.
DA-LITE equipment. W rite for catalog. Address Dept. 9B. to 70 in. by 94 in. inclusive. From $12.50* up.
lar annual meeting at the Biltmore recording machines have now been
Hotel. .Atlanta. Thursday. Eridav. INDUSTRIAL installed in these cities. Complete
and Saturday. November 14. 1.5 and processing and manufacturing facil-
16.
The meetings of the Soulhern
ACHIEVEMENT OF ities are in full swing at Bridgeport,
Conn., and Hollywood. Calif.
Conference always have attracted Erpiipped with the newest and
large numlu-rs of county and city
superintendents,
A GREAT CITY finest
studios,
recording
together with high speed
apparatus and
principals, and
teachers, as well as college instruc- manufacturing, Columbia is now in
tors, from more than a dozen states a |)osilion to efficiently and eco-
in this part of the country, actual nomically recording needs for
fill
[10]
Business Screen
Made M >-;;;, »axi»u» ;^„ ,, s<
P °;,,3U,„s, or
P,oiec«o.s «;X,e.dealer
o' ^cut P'°»
proierfon
^ lotnialion
Did
^e hear vou
you haven't
say
Rational
iST?
Distribution?
^^Ts9
\
^^^^^^^^^^^^^
^^^^^ ^ to
present
Service is gea'^^'; \ \ Modern's
* ^° *;";;„:
industrial
him rut" 'S
o':i.»>^^^^^i^et the
s......
^eraV s ^^^^^g.
Business Screen
N W I I
national defense is well-defined and a much higher scale. Such English operations, of the essentials of ma- operation been given.
of significant importance to the subjects as The Lion Has JT/n^.s chine trades, etc. will help train
success of the entire |)rogram. The and Balloon Barrage have been re- our hastily mobilized industrial Pictures Wollu Improve
experiences of the totalitarian stales leased theatrically and the former army. Public Understanding
as well as of Great Britain lend has been shown in U. S. theatres. The same kind of training prob- Our national unity will be aided
valuahle testimony as we examine More important to Britain's imme- lem immediately presents ilself by a thoTougii understanding of de-
the potentials of visual aids in the diate effort are the countless dozens throughout the armed services. Here fense problems and by a summon-
training of workers and the armed of short subjects produced in gun- ing of our patriotic interest through
the hastily swelled ranks stretch
forces, in the work of recruiting for nery training, tactics, etc. A typical
training personnel to the utmost well-prepared films. But the same
the various services and in the example are motion pictures of one respect for the public interest must
and in the new era of mechanized
building of our national unity of the British Fleet's prize gun safeguard such material as that
warfare, a tremendously added
through public understanding ol crews which show in detail the which respects the defense program
burden of education must be car-
the nation's problems. precision and accuracy attained in itself. A primary direct objective
our ried. Animated films, diagrams
\^"e lean over backward in perfection of movement. The Air will be the production of recruiting
and step-by-step training can be
abhorrence of proproganda. \^'ith Command also makes excellent use materials. In this respect it will be
carried out with unfailing perfec-
some justifiable fear that the pro- of motion picture ecpiipment. interesting to note that the United
tion on a national scale by means
ductions of the United States Film States .Army has ordered one hun-
Service were politically favorable Tr\imng Workers Industrv in of films.
dred prints of the new Dodge-
to the New Deal in justifying its AMD Military Service Such training materials are not sponsored Army on If heels which
social program, this body was One of the important problems only economical of lime and effort shows the progress made in mech-
erased altogether and its functions of national defense is the co- but they return their cost many anization of the regular army.
returned to the various depart- ordination of production effort in times over in actual savings of
Practically a short reel a week
ments such as Agriculture. Interior, private industry. Here America valuable material, of mechanical
could be prepared for the widest
etc. Yet today such an agency faces not only a costly expansion parts, weapons and vehicles.
possible showing in theatres and on
might he of incalculable value to program but serious shortage of Thorough ground-school instruc-
a commercial and educational j>ro-
the National Defense Commission tion would have saved the lives of
skilled workers. Speed-up of the grams in the 16mm. field. The job
if it could be isolated for specific many a young pilot of 1918: mil-
apprentice training is therefore one of preparing this nation for defense
tasks and far removed from the in- lions of dollars in damaged ma-
of the first objectives of film train- is the greatest we have ever under-
terference and red tape of other
taken, films can achieve understand-
government agencies. Such an or-
ing and with that understanding get
ganization should not attempt
the cooperation of the public in
actual production, its mission
making the task ahead easier.
would be solely that of coordina- Coiiiing Events in Business Sfreen Many existent films already
tion of all film resources, of cata-
These technical features and articles are available from industrial sources
loging available subject matter in
scheduled to appear in early issues of The will prove useful in this new phase
specific training fields and. finally,
Magazine of Commercial and Educational Films: of national interest. Such pictures
of directing the preparation of suit- Dodge
as Chevrolet"s Materials, the
able new subjects to speed up the How to Vso Films in Business picture Land
of the Free and sim-
entire defense program. This series of analytical articles on special fields and indus- ilar subjects are excellent for pub-
tries where films may be profitably used will be
resumed in
Are Needed? lic or service distribution. To-
\^"hat Kind of Films
the next issue of Business Screen.
gether with new themes they will
There are three primary classes
A Visual Displays Spflion provide a library of film informa-
of film material needed: (11 Train- from which organizations,
Issue One of Volume Three (the next number) will contain tion
ing films covering each technical
a full-length discussion of modern display materials including camps, and schools may obtain pro-
branch of the Services (2) Recruit- three-dimensional equipment: of especial interest to grams regularly. Re-edited excerpts
new
ing films showing the opportunities
advertising and sales executives, display managers and depart- from major Hollywood features
and the typical activities of Army. ment store executives. will further aid.
Navy, Air and Marine corps. 1 3 I
[13]
Number Eight • 19-10
FORDTECHilCOLORFILII
SHOWS Uyi TECHildllES
I'roditclion Problems Mel Uluslrule Skill
Scale models for the Ford film Duplicating color figures from
required skilled draughtsmen the Ford exhibits for the film
Widely shown in the East is the Port Typical engineering-industrial cam- of the picture; the situations were direct sales, trials and time studies.
of New York Commerce Building era record is this Pathescope film on
those w-hich seem to be encountered Mr. Hallenborg said. "Not only
film recentlf/ produced by Pathescope "The Kill Van Kull Bridge."
in most offices and for this reason have we found that talking motion
should have a most sympathetic pictures are a great aid in training
reception. .\s a matter of fact Die- our own sales force, but also, our
taplionc took quite some pains with experience has show-n that pictures
the plausibility angle: many ex- designed to be both interesting and
perts on office management checked educational hold the undivided at-
the script before its final okay and tention of the prospect to the exclu-
Like Tu'o Salesmen the new-
. . . sion of interrupting thoughts, and
picture w-ill be show-n by invitation thus "shorten the journey to the dot-
and upon request by the Dictaphone ted line.'
"
—
Caravel Films pro-
branches throushout the country duced both Dictaphone pictures.
is no color
for
disc
a
Scanner: Other ISetcs of Technical Profiress in front of the receiver tube the
picture appears as a black and
• Television in full color for through a film scanner. Between white image.
practical broadcasting —a revolu- the film and an electronic pickup
3. Coin-Operated Movie
tionary development in the radio in- tube there is a rotating disc contain-
dustry — has shown privately
been ing red. green, and blue filters in
Projectors Are Prevued
in a successful laboratory demon- that order. When the red filter is With business screen's invita-
stration for Chairman James L. in front of the tube only those parts tion to the premiere showing of the
Ely of the Federal Communications of the picture which contain red Mills Panoram Movie Machine and
(Commission by the Columbia register in the pickup tube. When ""Soundies" held in Hollywood on
Broadcasting System. the green filter is in front of the September 16 came the first
The color television pictures that tube only those parts of the picture tangible evidence of newsworthy
2. ISew Three-Dimension were demonstrated just a few weeks which contain green (and this in- value in this field for many a
Projector Is Announced ago used the same frequency band cludes yellow) register in the tube. month.
• The field of visual displays. width required for ordinary black Similarly with the blue filter. A far cry from the penny arcade
wliere progress has been made so
and white images. Dr. Peter C. 2. The three filters (red. green days are these modern movie "juke
rapidly within the last six months Goldmark. CBS Chief Television and blue) are balanced to give the boxes" but what cannot yet be de-
Engineer invented and developed effect of pure white when the pic- termined is what they will mean to
that it will shortly be the subject of
the system. ture is white. the advertiser. Initial plans for the
a major section within the pages of
Business Screen, again strides for- The first broadcast, which also 3.Synchronized with the disc in Panoram include little discussion
ward with the announcement of the marked the first use of the CBS front of the pickup tube is a sim- of ad-reel possibilities: currently
new simplified Three-Dimension transmitter for broadcasting actual ilar disc in front of the receiver Jimmy Roosevelt's Globe Produc-
pictures aside from test patterns, tube. In other words, at the instant tions will unreel musical "shorts"
projector shortly to be marketed by
was picked up by a number of indi- when the red filter is in front of the of a special nature intended to catch
the Society for Visual Education.
viduals who reported having re- pickup tube, a red filter is in front the coins needed to reimburse
Inc.
Now the realism of third-dimen- ceived good black and white pic- of the receiver tube. The same retailer "exhibitors."
for all educational and sales pur- ment that it was actually broadcast- The scanning method differs
4. been pronounced "satisfactory"
poses where its use will be advan- ing color, these people now know somewhat from that used in most with sufficient ventilation now
that they were looking at a picture black and white systems. The pic- achieved in recent designs to min-
tageous (such as showing propor-
tions, mechanical parts, etc.) by the that was being simultaneously ture is completely scanned every imize film breakage difficulties
simple use of Polaroid viewers by viewed in the CBS laboratories as sixtieth of a second instead of every caused lamp heat. Whether
by
a color picture. thirtiethof a second. However, at actual field use would prove as suc-
the observer and this new "'double-
This demonstrates one of the the end of the first sixtieth of a cessful as months of laboratory
purpose" SVE projector unit. The
most unique features of this color second only two colors have been tests only time and use can tell. The
projector may also be used for ordi-
method, wliich is that it makes pos- used. The third color requires an industry is well-supplied with ser-
nary single-frame projection.
sible reception of the picture either additional one one-hundred-twen- vice men. a factor vital to success.
Three-dimensional still pictures
are obtained by double or overlap- in full color or in black and white.
PEPSI AND PETE ON TELEVISION Executives of tlie Pepsi-Cola Company
. . .
ping images projected through two If the receiver is equipped with the and the Newell-Emmett Advertising Agency, which handles the Pepsi-Cola
color attachment, it converts the account, watching one of a series of "Pepsi and Pete" minute movies (pro-
lenses utilizing polarizing disks.
duced by Caravel Films, Inc.) being televised over Station W2.XBS of the
Twin filters, condensers, reflectors, signal into a full color picture. If
National Broadcasting Compaiiji. Shown staitding, left to right: Don G.
apertures and two SVE Series "O" it does not have the color attach- Mitchell, Vice-President in Charge of Sales of the Pepsi-Cola Company;
ment, it converts the same signal M. v. Odquist, Newell-Emmett Co., Inc.. Albert J. Goetz, Advertising Man-
lenses are provided. A Mazda 600-
ager of the Pepsi-Cola Company; and Paul Hartley, Newell-Emmett Co.,
watt. two-filament lamp of 300- into a black and white picture. The Inc. Seated, left to right: George Ogle, Neieell-Emmett Co., Inc.; Gordon
watts per filament is used for receiver used in the color demon- Mills, of the National Broadcasting Company and William Reydel, Vice-
stration is a standard production President, Neivcll-Emnirtt Co., Inc.
three-dimensional projection; the
regular 300-watt lamp for single- model altered to only a minor ex-
frame filnistrip projection. The tent and equipped with the color
unit is 121," long. 103,4" high and attachment which should be com-
5! 2 inches wide. It weighs only paratively inexpensive.
I.Sl/i pounds without case. (A de- The present CBS color film scan-
Finer Sound
Unmatched Simplicity
!k/' W
Designed hy the makers of RCA Pbntophnne Extremely versatile, the RCA Sound
Hqttipment, used by film producers utid ex- Film Projector can be used with micro-
hibitors, this projector employs either 750 or phone or record player attachment. And
—
1000 watt Limps has underwriters' approval Its light weight means real convenience.
—
with both. Ill all, it's better 16 ways yet is
Case handle is placed so you can carry
1. Better st)und reproduction
2. Better, more brilliant projection
priced with the lowest! 3. Better, simpler threading
it like a suitcase.
4. Better and more efficient cooling
COSTING no more than an ordinary Operating either with 750 or 1000 watt 5. Better take-up and rewind
projector, the RCA Sound Film Pro- —
lamps both of which have underwriters' 6. Better equalization
jector makes your sales story sing in a way approval -this projector may be run by 7. Better operating ease
8. Better input performance
that commands attention-because it pro- anyone. Threading line cast on projec- 9. Better convenience
vides the finest in pictures and sound. tion block makes threading extremely sim- 10. Better framing
Oversize reflector, condenser and objective ple. All size films are rewound by motor 11. Better tone
lens, make possible 10':i to 20''c greater — quickly. Cleaning and adjusting are
12.
13.
Better accessibility
Better versatility
screen illumination. Film take-up equal- easy, even for the most inexperienced. 14. Better lubrication
izer and splendid electrodynamic speaker Compare this projector's features with 15. Better lamp service
16. Better portability
are responsible for finer sound. Words those offered by any other. You'll agree
and music are clear as a bell at either — hereyour best buy! For
is full details, — use
•
For finer sound film projector performance
RCA Tubes
high or low volume. mail coupon.
Name
Audio Visual Service Educational Dept., RCA Manufacturing Camden, N. J.
Co., Inc.,
Company .
City
FOR EQUIPMENT
THE DECADE OF DEVELOPMENT since sound be- in vitalizing the educational processes. Before these impro\'ements are the result of years of
IN
came a screen reality, eacli year has brought thousands of influential groups throughout the experimentation and research by the makers.
outstanding technical advancements and improve- country, the stories of American industry, of
ments in both production and distribution Trend Toward Film Deimrtments Noted
•agricidture and of commerce will pass in review.
equipment. 1940 was no exception: since the pub- • Other outstanding trends in the field which con-
Contrary to opinion, the film has no limitations
licalion of Business Screen's first annual Equi])- tributed to assure it^ permanent place in the
of audience size or location. Today's salesmakers
ment Review, the field has seen the rapid enhance- user's program were evidenced in the increasing
bring their factories, processes and products to
ment of sixteen millimeter color processing, number of film departments, the installation of
life with pictures shown to one prospect or a
handling and distribution equipment and in the
improvement in sound and picture reproduction
thousand. V^ hether in the neighborhood movie growing number of fulltime visual department
by sound projector manufacturers, further per-
theatre or the dealer's window display, films and heads in liotii the commercial and educational
fection of continuous display units and. finally,
other visual dis|)lays adverti.se products with an fields. Film programs assume a more permanent
the arrival of third dimension projection in
attention-getting power greater than any other place in the user's program under such arrange-
sound, color and motion as well as in numerous
ments: this trend has also been noticeable in the
medium now in use.
silent devices. case of advertising agencies. Here the appoint-
both military and naval forces will also benefit could school or sales organizations purchase top- the ingenuity and inventive genius of its pro-
by visual training. In the classroom as in ranking equijiment for prices as low as those ducers and manufacturers. In 1940 and 1941. the
the
sales training conference, the motion picture and prevailing in 1940 for equipment many times user of motion pictures or sound slidefilms will
slidefilm will play increasingly important roles inqjroved over that of previous years. Manv of reap the rich harvest of these labors. — 0. H. C.
^•^^^ft¥^^
INDUSTRY GOVERNMENT THEATRES ClUB GROUPS f AIRS I EXHIBITS SALES TRAINIM
f^ r^
f^ f^
%^
I
©u?]??® M®^!i®iKr iPiKBimiaii iPiii®«u!i(B^®ja
^ Keeping pace with the technical progress of the motion picture industry, of these new features. As the trend toward the use of Kodachrome am
the manuiacturers of sound projector equipment described in these pages reduction prints from Clnecolor and Technicolor continues to gcdn favoi
have contributed further advances in operating efficiency and reproduction the problem of sufficient screen brilliance has been met by use of the sev
quality in their 1940-41 models. Prices remain at the economical level eral new 16mm. arc lamp type projectors as well as the use of improvei
established last year but improvements in the quality of sound among 750-watt and lOOO-wott lamps. Modem design has also favored the use
16mm. projector units has been matched by a similar improvement in of this type of equipment because of its insistence on simplicity and sturdi
screen brilliance and uniformity of image. Better light sources, stabilized ness of construction without any sacrifice of precision quality in the lighi
sound, simplification of controls and threading safety devices are typical sound and film movement mechanisms.
jiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ • The Ampro Corporation provides three may be conveniently added if needed at
16mm. sound projector models on which six later date. The Tri-Purpose Amplifier fc
• Throughout the field of busi- politan school systems who have silent projectors are offered to which sound where in this section.
line of 16nim sound and silent Regardless of your requirements, Amprosound Model "YSA"
projectors has earned a distin- there is an Ampro model to best (a^so Models "XA" and "YA")
quished service rating. meet your needs.
Model "XA" —Capacity,
1600 ft. sound or si-
Today Ampro "precision" projectors are As you read the complete details of
lent film —
60 cycle AC motor^ sound speed —
only (300 Watt Converter, with governor, for
yielding continuous user satisfaction in each model you will see that Ampro DC). Quiet motor has no commutator, brushes
all parts of the world ... in thousands of Cine Products are a precision combina- or governor. Tone, projector volume, and
schools, universities, libraries, museums, tion of every proved principle, and of microphone volume controls (permits mix-
laboratories, in homes, churches, clubs. ing). Forced draft ventilation on amplifier
certain tested innovations that are ex-
—2 inch F 1.85 lens. Attached folding reel
the U. S. Army. Navy and numerous gov- clusive with Ampro. —
arms 1600 ft. capacity 1 case 8 inch —
ernment departments ... in display win- speaker.
In addition to the sound and convertible
dows, conventions and sales campaigns Model "YA"— Same as "XA" except AC-DC
for leading industrial concerns. models described on these pages and —
Motor {50-60 cycle amplifier requires 110
the several additional silent projectors Watt Convertor on DC) Silent and Sound
Everywhere Ampro projectors are un-
available (see Silent Motion Picture Pro- Speeds —2 cases, 12 inch speaker. Suitable
dergoing the most gruelling tests im- formedium sized audiences.
jectors) Ampro offers tested Continuous
aginable — trips to the Arctic Circle,
Motion Picture Projection models for
Model "YSA" (see cut) Same as "YA" ex-
thousands of hours of continuous pro- cept 2" F 1-6 Lens -still picture and reverse.
special exhibit and convention use as ^Refer to Model "YC" for addl. features.)
jection at World's Fairs, endless grinds
well as a complete line of accessories.
of school motion picture circuits. Out of
Projector stands, screens, microphones,
out of this widespread use.
these tests,
torpedo and cabinet speakers, voltage Amprosound Model "UA"
has come the reputation of Ampro for
regulators, generators, etc., are avail-
(m removabie caseJ
precision quality. an Ampro
able from Ampro. There is
Ampro projectors are approved and dealer in your city —or write the Ampro Capacity 1600 feet both sound and silent
used by vast industrial organizations Corporation direct^2839 No. Western speeds — Rheostat Control — Reverse — Still
who insist on the best— by large metro- Ave., Chicago. Picture— AC-DC Motor 50-60 Cycle Ampli-
fier (operates on DC with 150 Watt Con-
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^
(Cont'd on nex( page— see Model "UAB">
^ii-y/'-';' V-.^ri'-;'.
Amprosound Model UAB Ampro Model "AA" Arc
(Cont'd^samo as Model "UA." with sound-
(Ample light for largest groups)
proofed blimp case added)
.... on amplifier Double Action Tone — For larger auditoriums, conventions, etc.,
—
Control Projector Volume Control Micro- — with utmost illumination required for qual-
phone Volume Control— (Permits Complete ity 16mm. projection, the Arc-type projector
Mixing of Sound-from-film, microphone and is available. Specifications: High Intensity
phonograph)--Master Volume Control (Per- Arc (30 Amp.) Automatic carbon feed
mits reduction of extraneous noises in low Relay controlled rectifier complete opera-
position and gives reserve amplification in tion on 50-60 cycles AC Arc and rectifier
high positions)- 6L6 Beam Power Tubes manufactured by Strong Electric Company
with three triode driver tubes (insures high for Ampro. Built like theatre equipment for
utmost illumination especially with large
output and low distortion without over load-
ing.) —
All tubes accessible. 2 Cases, 12 inch
screens. 3 inch F 2.0 lens ^ 4 to 4 inch
(
Illllllllillillllllllllllllllllllllllllllllllllllll BASIC FEATURES INCLUDED IN THE AMPRO LINE OF 16MM. PROJECTORS Illlllllllllll illlll lllllllllllliiii ii
ADDITIONAL FEATURES OF
AMPRO'S 16mm. EQUIPMENT
*
form
* All
All models designed
with
oratories specifications.
sound
Underwriters'
models
to con-
Lab-
licensed
...Jfl^'d.,,..,
CLAW
,..
MOVEMENT
AUTOMATIC
SAFETY SHUnER
m^
STILL PICTURE BUTTON COLOR PROJECTION PORTABILITY FRAMING BUnON AND
OIL WELL
FAST REWIND
*
motion
lifts
Film
drawing
eliminating
the
protection,
of Ampro
claws
from
film
before
sprocket
wear.
"Kick-back"
intermittent
with-
holes
NATURAL SOUND
REPRODUCTION
SOUNDOPTICAL SYSTEM SOUND LOOP
SYNCHRONIZER
^
PREFOCUSED
EXCITER LAMP
AMPLIFIER CONTROLS REAR PANEL CONTROL
Model YSA
ARC TILTING DEVICE
illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^
I Filmosound "Utility"
m Greater larger audience capacity are
utility,
Illllil
16mm. Soundmaster
(The new twin-motor projector)
THE
1illlliilllll'llllllll!l!illlllllllllillll1lllllllllll1lllli1llllilllll1lllllli
19 4 4
illlllllllllllliilllllllllilllllillllllllllillllllllllilllllllllllllllllllllllllllll^
1 EQUIPMENT REVIEW
filllll 111 Ill
68 countries. In the educational in- and the 35mm sound recording unit as
one shot oiling system. Reel arms fold into
dustrial field, DeVry 16mm equipment well as a complete line of projector case, hook in door for extra reel. Total
weight 99 pounds about equally divided^
fills a wide variety of demands for cam- stands, film editing equipment, reels and
projector weight, 4G pounds; amplifier and
era, recording and sound projection units. rewinders are available to the film user. speaker, 53 pounds. Regular amplifier, 20
watt output; facili'.ies for public address
Each year since the earliest DeVry The DeVry "Brillante" (35mm) lens for
microphone and phonograph attachment.
"suitcase" portable projector model was theatrical quality projection is also espe-
the quality of its theatrical equipment Company builds sound and public ad- DeVry 16mm. "Arc"
into the field of portable 16mm projec- dress installations for field and audi- (For permanent theatre installation)
tion. Now widely used abroad and at torium use, having recently completed
The 16mm. arc-type sound projector is es-
home, the DeVry "Interpreter" and "De- a fleet of trucks for use by one of the
pecially designed for auditoriums and
luxe" models are an important part of major political parties in the 1940 presi- business theatre use where length of the
this line. A 16mm arc lamp sound pro- dential campaign. projection "throw", large audiences and
auditoriums demand added theatre bril-
nil ARMITAGE AVENUE CHICAGO, ILLINOIS liance. Principal features include heavy
I
duty "sprocket intermittent" movement, 4,000
feet film capacity . . . high intensity carbon
arc capable of providing a 24 ft. image with
a throw of 125 feet or more. Separate ven-
system and insulated discs between
DeVry ISmm. Model "Q"
tilating
Whether your theatre is a deluxe movie these models feature a Geneva Movement
plates and shockproof cushioned mechanism.
Dual sound stabilizers and provisions for house, a school auditorium, business confer- that is outstanding in quality. DeVry "Stand-
additionalmicrophone and phonograph at-
ence room or an outdoor park after dusk, ard" and "Super" models also feature the
tachments are also available.
there is a DeVry 35mm. theatre projector silent chain drive and the DeVry Brillante
to meet the problem. In the field where Lens. The "ESF" Model offers Automatic
self -locking idlers; steel
35inm. projection is desired, the DeVry Tension; Double,
Model "Q" (Front) "ESF" portable sound projector is widely head, rubber insulated; perfectly aligned
employed; for semi-permanent use by trav- optical system: forced ventilation; automatic
(Showing compactness of case)
eling convention shows, the DeVry "Semi- take-up. The new models accommodate
Compactness of the single case equipment is Portable" is preferred and in permanent 2,000 ft. reels. Auditorium speakers, direc-
illustrated by the front view picture at left. and true expotential horns and high
installations of all types, the DeVry "Super" tional
"Model 'Q' offers ample volume for 500
theatre projector sets the standard. All of frequency speakers are also available.
people or less, simplicity of operation . . .
bUmp case. Gray crinkle firush. Weight: idlers steel head, rubber insulated
. . . . . .
speaker. Standard features: automatic (syn- tion lens, 5" (interchangeable with other
chromatic) threading of picture and sound; focal length lenses). Soundhead: with ex-
automatic film adjustment; filmglide opera- citer lamp, photo-cell, factory-matched to a
tion; removable aperture plates and shock- 20 watt output amplifier; furnished com-
proof-cushioned mechanism. 750 watt pro- plete with tubes, speaker, cord, pilot lamp
jection lamp (interchangeable). 2-inch focal and plugs. Built in two sturdy cases with
length F 1.65 lens (interchangeable^ Gov- weight distributed for easier carriage. 1,000
ernor controlled constant speed motor, speed foot capacity magazine optional.
control knob, centralized oiling, pilot light.
Centralized illuminated control panel; built-in (Continued on the next page)
silent-sound switch, tilting device.
AN AUDI
>I1IIIIIIIII1lllllllllllI!i1IIIIIIIIII0!lllllllllllllllllllllllll)lllllliliy
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiiii
VISUAL
llllllllllllllllllllllllllllllllllllllllllillllllllllllll liillillillllllllilllllllllllilllllllllllllllllllflllllllll!
iiiiiiiiiiiiiiiiiiniiiii
«
BUYER'S
iiiiiiiiiiiiiiiiiiiii iiiiiiHiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 11 Ill Ill
GUIDE
iiiiini I nil Ill ml ' I I' I* ''
Ill
SOME OF THE FEATURES OF THE DE VRY SOUND MOTION PICTURE PROJECTION EQUIPMENT
iiiiiil
constant speed at which film passes photoelectric cell through optical conductor,
hinged to swing up and form base with
scanning beam is safeguarded by a pre- amplifier with two tubes in projector,
clamps for screen space provided . . .
within speaker case for 1,600-foot reel, viscous drive for the sound drum . . .
ruby signal window.
40-foot sound cord stored to prevent precise optical system carries light from
kinking, power cord, extra exciter lamp
exciter lamp to film sound track . . .
readiness
.
. . .
Sound Kodascope —Case
with unvarying precision also sim- . , . of amplification system indicated by
With case closed, Kodascope Special meas-
plifies threading lead film through . . . ruby signal window in casing of exciter ures sixteen inches high; eleven inches front
designated path {it's impossible to lamp. to back and eight inches wide. Compactness
thread film improperly), actuate the con-
trol lever— and both upper and lower • Efjicient Illumination: Standard 400-, aided by offsetting take-up reel which re-
Illllllllllllll
THE
iiiiiiiiiiiiiiiiiiiiii
1940-41
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
EQUIPMENT REVIEW
.
Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllll IllllllllllllllllllllllllllllOlllllllllllllllllllllllllllllllllllillllilllllllllllllllllllllllllllllll
» vide most efficient operation at all times. 15. Input Jack —
for using high impedance
RCA MANUFACTURING COMPANY, INC. sound and 16 frames for silent films, with
governor controlled motor and toggle switch
magnetic or crystal pick-up. Speech input
may be used with either sound or silent
films.
for changeover.
• This year RCA presents its under unfavorable operating
new 16 mm. Sound Motion conditions, this new RCA in- 13. Ease ot Operation -controls centrally 16. Standardized Lamps — pre-focused base
located. projection and exciter lamps available any-
Picture Projector designed to strument will deliver projec-
where at standard prices.
provide educational, commer- lion of professional standard 14. OnePoinf Lubrication—on high speed
tion picture theatres equipped with RCA on explanation of manufacturing opera- RCA 16" Portable Turntable
Photophone Sound, tions, or a presentation of advertising
and sales promotion plans. A complete turntable -amplifier -public ad-
In the design and construction of this dress equipment. Sturdy 16" turntable for
new RCA 16 mm. Projector, RCA engi- This new product of RCA is the simplest standard or transcription records. Two
sound projectors speeds (78 and 33-1 3 r.p.m.) or variable
neers have applied every effort to cre- of all , . . designed
speed. High gain, 6-watt amplifier espe-
ate an instrument which will meet and and built to bring the RCA standard cially matched tor the finest recorded re-
overcome the most severe trials to professional quality of projection and production or for microphone and voice use.
sound reproduction True tracking crystal pick-up and tone arm.
which it may be subjected in actual to the educational
revolutionary new RCA Accordion Cone
use. Even in inexperienced hands and and commercial fields.
loudspeaker with generous length of cable
permits placement of speaker for best room
GENERAL OFFICES AND F AC T O R Y ... CAMDEN, NEW JERSEY coverage. Entire equipment housed in two
portable leatherette covered carrying cases.
1600-foot reel capacity. Both sound and from place to place, RCA offers Portable
silent speeds. Sound Features: RCA stabil- Recorder Model MI-12701. This model is en-
tirely self-contained. The turntable rotates
ized sound full 10 watts rated push pull
at a speed of 78 r.p.m., and will accommo-
amplification, variable tone control. Projec-
date discs of any diameter from s.x inches
tion: f.1.65 objective lens; simplified thread- to twelve. Discs are cut from rim to center
ing follows cast-in line. 16-tooth sprockets: and thus are suitable for reproduction not
adjustable lower loop. New type double- only on the recorder, but also on any RCA
Victrola. Features include an RCA Aero-
claw intermittent movement provides theatri-
dynamic Microphone complete with table
cal framing. Ven(i7a(ion; Specially designed stand; high quality amplifier; speaker; tone
blower scroll cools lamp, amplifier and arm and reproducing pick-up. A jack per-
aperture gate. Take-Up and Rewind: Sep- mits use of any high impedance headphones
for monitoring while recording; visual indi-
arate motor eliminates exterior belts, assures
cator facilitates accurate adjustment.
equal tension on varying-reel sizes. Exclu-
sive film take-up equalizer. Other features:
Rigidly mounted optical units. One point lillilP RCA PHOTOPHONE THEATRE SOUND SYSTEM
lubrication. Convenient input jack. Easy Recognizing the extraordinary conditions to theatre sound equipment which meets the
cleaning. which theatre sound apparatus is subjected, most exacting requirements of all theatres.
RCA Photophone has drawn on its vast fund Today exhibitors -whether business or the-
of sound knowledge, including its many atrical—everywhere have come to realize
years of manufacturing and field experience the inherently superior quality of RCA Photo-
and its vast research facilities, to develop phone Theatre Sound Equipment.
Projector Speaker Unit
The RCA projector and speaker are con- Rotary Stabilizer Soundhead
tained in two cases, designed for easy car-
rying. An RCA electro-dynamic speaker is In this Rotary soundhead. RCA
Stabilizer
signed for easy carrying projector case geared to hold-back sprocket shaft.
A N AUDIO VISUAL
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(+) Booster Amplifier-Unit "O"
Unit "O" amplifier provides volume for
the Add+A-(-Unit features, the Ani- auditorium, etc. (+) Booster Amplifier-Unit "R"
mafophone is economically adaptable to Included in the Victor line is a dual Unit "R" amplifier provides maximum vol-
public address, service*, phono-record projector outfit. Unit "O" Amplifier and ume for indoor or outdoor service of all
types. May be used with from 1 to 8 12" —
reproduction, radio amplification, and Change-Over Svntch for continuous mul- or 15" speakers (not supplied with carrying
sound recording. Presented by its name- tiple reel showings for use with any case). Size; 8'2" x I2'2" x 21". Weighf;
65 pounds. Frequency fiange; 40 to 10,000
sake, the noted designer-executive, Mr. two Model 40A or 40B Animatophones. cycles. Oveiall Gain: 120 db. Safely Fuse:
Alexander F. Victor, this 1940-41 pro- Projector stands, speakers, microphones, 3 Ampere, radio type. Illuminated panel.
Controls: 2 for microphone volume, 1 for
jector innovation carries on a tradition converters and other accessories are sound film volume, 1 for phonograph vol-
that began with the earliest 1 6mm listed in the complete Victor price list.
ume, the new Victor Dual Acoustical Tone
Regulator. Fader Control, and changeover
switch for operating 2 Animatophone pro-
GENERAL OFFICES AND FACTORY DAVENPORT. IOWA jector units (40-A or 40-B).
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THE 19 4
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4 1 EQUIPMENT REVIEW iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiin^
^ Although overshadowed by the widespread use of sound motion pic- jectors will be of interest to sponsors of this type of program. Ons recent
enamel, fittings in harmonizing brown bake- Hinged film gate, variable projection speed.
D.C. or A.C. 25- to 60-cycle, 100- to 125-volt
lite and polished nickel plate; carrying case
lines.
with adequate accessory space.
Victor Moder'16-S"
Capacity: 400 (Victor 16) and 1600-ft. (16S)
models. 750-watt, direct, super hi-power
Filmo "Showmaster" illumination (1000-wat! optional'. Feafures;
convenient fixed disappearing reel arms;
Capacity. 1600 feet silent film; 750 watt, quiet movement through new shuttle as-
100-125 volt projection lamp. Also uses 400 sembly; automatic "rewind-as-you-show" ac-
and 500 watt, 100 volt lamps. Resistance commodates as many as four reels while
lever to give lamp fast normal 100 volt load showing one; automatic shutofl film protec-
on 100125 volt lines, magiilite condenser, tion prevents mutilation of improperly-
fast 2-ir.ch Fl-6 lens, two-speed focusing with
threaded film. Oi'her conveniences: Lamp,
lens lock. Other lenses available from
reverse, motor switches. Pilot light, till.
^a-inch to 4 inches, metered lubrication, au-
tomatic motor rewind, lamp switch, clutch
motor rewind, Ample accessory storage
for "still" projection, safety shutter, built-in
capacity in case. Finish: Silver grey crinkle
variable resistance and voltmeter, pilot light, (baked). Black and chrome trim.
two-way tilting device, carrying case for
projector, two 1600-foot reels, two 400-foot
reels, extra lenses and lamps, finished in
brown fabric leather, weight, 16 pounds.
Also model for 32 volt lines. Equipped with
400 watt. 32 volt lamp and 32 volt motor.
Columbia Recording Corporation, a subsidiary of
Columbia Broadcasting System, Inc., is now actively
TRANSCRIPTION DIVISION
NEW YORK, 799 SEVENTH AVENUE • CHICAGO, WRIGLEY BUILDING « HOLLYWOOD, COLUMBIA SQUARE
— 3
Suitable for audiences of 100 persons or plays 16" records. Equipped with 20-ft. cord.
more with regulated high-fidelity sound to Net weight (AC-DC). 39 lbs.
provide volume for audiences of two or
three up to a small auditorium. 100-watt
projection; projector mounted on front door
in patented Magnavox feature to drop into
position when door opens. Dimensions:
13" X 15^4" X SW.
Weight, slightly over
20 pounds. Small disk-type screen furnished
as standard accessory. Latest type Mag-
Super Picturephone
navox 6' 4" speaker; constant speed motor (MODEL "A" for large audience showings)
for AC operation, requires no adjustment,
very little oiling. Carries three 12" records, Audiences up to 1000 persons may be ac-
3 films, inside case. Carrying case covered commodated by this large capacity equip-
in gray striped airplane fabric. AC opera-
ment. (With auxiliary speaker, 1500.) Five-
tion, AC-DC may be specified.
tube amplification, 12 speaker, volume and
'
A N
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UYER'S GUIDE
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SOUND SLIDEFILM PROJECTORS Radiad "Intermediate"
Operadio Manufacturing Company Equipment — Continued (For classioonx or generai audiences^
Cinaudio "Cub"
(II.) "Explainitone" —closed Especially suited for presenting soundslide
films before a few executives or for direct
All models feature all-steel construclion
without appreciable increase in
consumer selling interviews, the Cinaudio
weight. "Cub" model offers 50-watt extension-slide
Explainitone case finished in durable baked
projection (100-watt optional). A net weight
black stipple. The loud speaker is mounted
of 13' 4 lbs. facilitates carrying in the field-
in the detachable top which permits
speaker Case dimensions: 13^4" x lO'e" x 5^e"-
to be located alongside of screen.
Exten- Projection has standard elevating mechan-
sion speaker cable furnished. Provision
for ism, simple framing device; double convex
neat stowage of speaker extension
cable condensing lens, heat absorbing meniscus,
and power cable. All controls conveniently
located on the same side of unit as
double aperture plates. Turntable accommo-
pro- dates up to IG" records at single 33'
jector. They include volume and
tone con- RPM speed; crystal pickup. The detachable
trols with individual power control for cover of the "Cub" provides a separate
amplifier, phonograph motor, and projector
lamp. Remote control for projector and SVE speaker which is supplied with a 10-foot
extension cord so that the speaker may be
automatic filmslide take-up supplied at slight
placed close to screen. At ten feet, projec-
additional cost.
tion size oi 2^4x3' 2 feet is afforded.
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EQUIPMENT REVIEW
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subjects (known throughout the world formation on products now listed in smallest groups. Double convex condensing
lens, heat-absorbing meniscus and double
by their tradename "Picturols") suppUes these pages address The Society's gen-
aperture plates. 8-foot cord. Elevating
the basic ingredient of visual learning eral sales offices in Chicago, device. Weight: (complete with case) 2^4 lbs.
100 EAST OHIO STREET, CHICAGO, ILLINOIS Several of these models loim a component
part of the sound slidefilm units shown on
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th-? pages of this section devoted to that
type of equipment.
foot tandem cord and plug. Weight: 6 lbs., rewind take-up. S.V.E. Anastigmat. Series
2 ozs. (without case). "O" 5" focal length lens. Heat absorbing
filter; ground, polished condensers, framing
and tilting devices. Complete with 10-foot
cord.
S.V.E. Model "F"
1200-watt. single-iiams projector)
A N AUDIO
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BUYER'S GUIDE
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1
mechanism)
For maximum illumination in using 35mm.
single frame film. Brilliant illumination and
clear definition produced by 200 watts of
illumination, a Spencer formulated optical
system, using a triple condensing system
(one meniscus and two piano convex con-
densers), a heat absorbing glass, two pres-
sure plates to hold film flat during projection
and a four lens achromatic objective of
1^/8" diameter, 4" focal length.
Film pro-
tected by ample upper magazine which
eliminates re-rolling film into a smaller
spool. The entire film track is recessed so
film emulsion does not rub and scratch.
ir Next in importance to an efficient projector, the selection of a proper from floor to the lower edge of the screen.
Provides ioT making change in height with-
screen a matter to which every user of films and other visual material
is
out separate adjustment of screen and case.
will give thorough consideration. The screen must reflect the picture with
depth, brilliance and realism. Reflected light must be evenly distributed
DaLite "Datex"
for uniformity of scene and with sufficient brightness for each member
fFor leaT projection at exhibits, etc.)
of the audience. Here ore a few factors suggested by one manufacturer for
your guidance in choosing the proper screen: DaTex translucent screens are used for rear
projection at exhibits, etc.. and where pic-
1. Where are the pictures to be room? How many persons in the tures must be shown under daylight condi-
tions. Fabric is attached to non-collapsible
shown? In the business office? In average audience?
dull black frame of white pine: is stretched
the classroom? In a large audito- 4. Is portability important? Is the to perfect flatness, free from graininess,
rium? In display booths? film program used in the field? Car- spots or streaks. Frame, fittings and tripod
in accordance with DaLite standards. Made
ried by salesmen? Shipped via
2. What light sources will be used?
express?
in four sizes only: 15" x 20" 22" x 30" —
30" X 40" and 36" x 48"— tripod adjustable
Mazda lamps? Arc lamps of low
intensity?
5. How durably
is the screen made? in height.
DALITE SCRE COMPANY, INC. 30" to 63" X 84". Gross weight of 22" x 30"
is 5' 2 pounds. Case; Slotted, tubular steel
2723 North Crawfoid Ave., Chicago, lUinois case with two hanger loops fastened to
case. End caps are steel stampings secured
Through Da-Lite dealers in all prin- fered. These styles were dictated by to assure permanent fixed position for roller
brackets, and prevent torque caused by
cipal cities or through his favorite and ful-
the requirements of users
spring tension of roller. Roller: Specially
producer, the film user may select the filled by Da-Lite through the past 30 years designed heavy duty lU", I'iz" and PV.
proper screen for his purposes from one of of experience. Special problems and de- Screen operates with ease of window shade.
the most complete selections of screen tails on models not shown in these pages Finish: Black baked crystal finish. Surface:
surfaces, sizes and mountings ever of- will be answered on your written request. Glass beaded surface standard. Mat white
or silver supplied on request. Black borders
standard.
and can be set up in 15 seconds. All stand- Made in standard sizes 6' x 8' to 15' x 20'
ard Da-Lite sizes 30" x 40" to 52" x 72"; and with square picture surface from 8' x 8'
also with square picture surfaces for slide to 20' X 20'. Special sizes on request.
projection from 40" x 40" to 60" x 60".
Motor: Special 3-wire quick reversal. In-
Case: Re-enforced slotted tubular metal case
terlocking gears. Ball-bearing. A.C. 110
pivotly attached to the tripod. End caps
are steel stampings. Tripod: Steel with volts, 60 cycles standard. D.C, at no addi-
center tubing and elevating rod square. Ex- tional cost. Automatic limit
Limit Switch:
tension rod equipped with goose neck at top switch. Switch Control: A three-way con-
to receive screen and a flange on bottom trol switch is provided. Roller: Strong, 5
'
to support and lift case. This design pre- in diameter. Operates on ball-bearings.
vents rotating of the case and is fully cov-
Finish: Prime white finish which can be
ered by patents. Non-Sag Tubular Slat:
painted to harmonize with surroundings.
Used pocket at top edge of screen
in sur-
face. Heavy duty 1*4", 1 '2"
Roller: and Surface: Beaded surface standard equip-
PV spring rollers. Adjustable Height: Has ment. Mat white supplied on request. Black
three fixed height positions 38", 48" and 58" borders supplied at small extra cost. Screens— Continued on the next page
111
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AUDIO VISUAL
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MOTION PICTURE SCREEN a ACCESSORIES CO., INC.
351 West 52nd Street,New York City Raven DeLuxe Model
in the compiete line of photographic prod- cessories Co., Inc. are these typical Britelite- This deluxe automatic collapsible model is
ucts offered by Motion Picture Screen & Ac- Truvision screens. especially useful for sales and product dem-
onstrations. The screen rises from a leather-
Britelite-Truvision "NuMatic" ette covered carrying case by means of
self-acting collapsible legs attached to top
{Wilh a wide angle ciystal beaded screen)
cross-bar. Slight upward pull erects screen.
Nu-Matic Model is so cons' ructed and de- Best grade whitewood case, lock jointed
signed that it has no gadgets, strings or corners, covered with leatherette. Nickel-
tricks making the operation (which is com- plated hardware, leather handle. All Raven
pletely automatic) a simple task. To open,
screen surfaces and sizes from 22" x 30"
merely pull the handle on the top support
to 54" X 72".
of the screen and it is in position for projec-
tion. close, push screen down and it
To
rolls automatically
in position. The Nu-
Matic Model has a Wide Angle Ciystal
Beaded Screen Surface found also in the
The deluxe automatic collapsible model is
Britelite tripod and De Luxe A Screens which
evenly distributes light rays over an ex- attached to a special spring roller mounted
tremely wide angle. Sizes range from 30 x in a half inch whitewood case with lock-
40 inches to 42 x 5G inches. Special details jointed corners, leatherette covering.
on all screens on request.
halftone. Sizes range from 30" x 40", 40" x few seconds for table-top presentations.
40", 36" X 48". 48 "x 48". 39" x 52". 52" x Simply pull up top wood batten and screen
52", 45" X 60" 52" 72" comes up evenly from high-tension spring
to x (standard
roller. Two end supports come up automati-
models); gear-operated tripod model sizes
cally to hold screen smooth and rigid. Con-
range from 45" x 80", 60" x 60". 54" x 72", tained in black leatherette carrying case
72" X 72", 63" X 84", 84" x 84". up to 72" x with leather carrying handle; nickel-plated
96". Screen surfaces same as "standard" hardware. Radiant "Hy-Flect" beaded sur-
models, seamed and unseamed surfaces face screen; sizes from 30" x 40" to 52" x
52". Other Ftadiant models include Tripod
vary according to size and type of material
Model "T", Economy Model "L", Box-type
desired.
Models "S" and "C" and Wall Type Model
"W".
THE
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1940-41
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EQUIPMENT REVIEW
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FILM STORAGE EQUIPMENT Neumade Model "MM-16"
For storing motion picture films, the Inno-
vation Models offer a practical
NEUM ADE PRODUCTS COR PORATION solution.
(sectional)
Each section an individual cab-
427 West 42nd Street New York City inet for 800. 1200 or 1600 ft. reels, with
humidor tray and index cards. Model MM16
This well-known maker of professional mo- the 16mm. department. In addition to the
shown holds 17 reels of above sizes, with
tion picture equipment also specializes in cabinets on these pages, projection tables
film storage and handling equipment for and rewinders are described elsewhere. or without cans. Made of heavy gauge
steel with 3-point latching device. (Choice
of single drop or double doors - unless
Filmstrip Cabinet "MF-34" drop type specified, double door supplied).
Overall size 29" wide. 21 '2" high, 17" deep.
The wide range of duslprool and fireproof
film storage units begins with this small
but efficient steel filmstrip cabinet which
holds 34—100 ft. rolls of 35mm. width film-
Neumade Model "MM-55"
strip on reels. Index card holder for each
reel; door provides shelf when lowered. A self-contained complete film storage cab-
Equipped with humidifying tray. Cabinet inet which holds fifty 800, 1200 or 1600 fool
size 29" long. 14" wide. 10" deep. reels with or without cans, the MM-55 is
They 'beat"
the Auto Shows
^ Long l>efore you see the 1941
OBlGl^f^UTY PIUS
models
cer Delineascopes are
at tlie Auto Shows, Spen-
busy giving
TECHNtCAl SKILI
ability. •
mirror a pmtlurers
thousands of dealers their first •
AN A U D
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I O-VISUAL
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BUYER'S GUIDE
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— —
Jill
Communicate icith
ST cabinets holding 400, 800, 1200 or 1600 foot
If rite Your Sound Film Producer for Full Particulars, or
reels may be accommodated. Each compartment
OPERADIO MANUFACTURING COMPANY contains one or two reels with or without cans.
Built of steel, double wall construction throughout
Also makers of EXPLAINITONE. the larger sound sidefilm unit for group selling. with V2" air space between each section. Separate
Dept. BSIO. St. Charles, Illinois doors, handles and index card holders. Doors have
special reel carriage and close automatically when
All operadio Amplifiers and Infercommunicating Systems are Licensed by Electrical Research Products,
Inc., under U. S. patents of American Telephone & Telegraph Co. and Western Electric Co., Inc. reel is inserted. Made in units of 5, 6. 8, 10 or
12 compartments.
RAVEN SCREENS
request. Also projection and editing tables, le^
winders, etc.
1
R. M. McFARLAND & ASSOC.
FOR BUSIHESS 520 North Michigan Avenue. Chicago, 111.
The increasing importance daily of the business screen has brought Sound-slide equipment and supplies include needles,
lamps, shipping cases, screens, cords, musical rec-
with it the realization that no detail can be overlooked to provide
perfect co-ordination between, "lights, camera, action!", and Slidefilm Carrying Case
"OK—ship this order immediately." And between perfect pro- Record and Film Carrying and Storage Case
jection and the ultimate satisfying reception is the motion picture strongly built — snappy in appearance — grey or
brown tweed covering —will carry or store ten films
screen. It must be perfect. It must fit the requirements. It must and records. Da-Lite beaded screen in cover pro-
complement and justify all the painstaking eflorts that have gone tected against dirt and injury. Eliminates carrying
bulky, unsightly cartons and confusion of packing
into producing an effective sales film.
and unpacking before showing. Also available
without screen. Thousands now in use by Sound-
For many years Raven Motion Picture Screens have been acknowl-
Slide Film users.
edged among the finest. Wherever superior screening is demanded
there will you find Raven Screens. At the New York World's Fair
Slideiilm Storage Cabinet
Eastman Kodak selected Raven Screens from among all others for
Sound Slide Record and Film Storage Cabinet
their gorgeous Cavalcade of Color. No matter what size, no matter strongly constructed — finished
in walnut can be —
placed on your office desk. Will hold a minimum of
what model or fabric Raven Screens will fit your requirements. The 70 films and 70 records (16 inch). Seven shelves
for records and special drawer for films. Can be
extensive line of Raven .Screens stand ready to serve you. Your locked. Special library reference record card on
inspection invited. inside of lid. Lid slides back into case when
opened. Records stored flat which prevents warp-
ing. Size 13" high x 17" wide x 18" deep.
Slidefilm Projection Lamps Isn't it reasonable to expect a manufacturer who since 191.3
- BUYER'S
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GUIDE
MINIATURE PROJECTORS
(Coniinued from Page 34)
Licensed by Electrical
ume of cool air across the slide and through the
Research Products, Inc., lamp house. The motor-driven fan is housed in the
under U. S. patents of special added base shown and affords full pro-
American Telephone and tection against additional lamp heat to the films.
Telegraph Company and "MK-3" has a three-element condensing system and
Western Electric Com- an efficient heat-absorbing glass. Has universal
pany, Inc.
motor and rheostat for controlling fan speeds.
STILL PROJECTORS
PICTUREPHONE These instruments are especially useful
of larger slides,
for showing
opaque materials such as diagrams,
charts, etc. Address manufacturers
ther details, specifications, etc.
for fur-
cipal towns. Use RAILWAY EXPRESS for all your service shipments— films, For the business lecture or for general educational
purposes where photographs, diagrams and draw-
trailers, stills, posters, promotion material— everything that requires top-speed
ings, rough layouts, charts and all other types of
handling. A phone call brings us to your door.
opaque materials may be profitably employed, the
Models V and VA are used. Slides, lilmslides and
For super-speed use AIR EXPRESS microslides mayalso be projected with this versa-
—3 miles a minute . . . Spec/ti/ pick-up — Special delivery tile 500-watt Will project copy units 6" square.
unit.
Rheostat controlled cooling fan, elevating legs.
Filmslide and microslide attachments, etc., optional
Railwa
AGENCV ^Wr INC.
XPRESS extras.
(VEST 2-STREET .
FILM REWINDERS AND REELS K'eyed Price List tor 1940-41 Equipment Sent on Request
Address: Screen Service Bureau, 20 North Wacker, Chicago
NEUMADE Rewinding and DeVRY Rewinder iiiiiiiiiiiiiiiiiiiii
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|
MODERN PROJECTION STANDS 1 ScHUTTER Candy Co. 1
1*1
DALITE Projection Stand.
1 MiN.NEAPOLlS-MoLINE g
Consists of a AMPRO Projector Stand
tripod and choice of No. 1or No. 2 tables. Model
Table No. 1, designed for silent projectors,
Portable for fieH
1 Rlssell-Mii.ler Milling Co. =
use, of sturdy all-metal
12" long and 5" wide, with adjustable side construction Collapsii-ie, —
clamps. Has worm gear tilting device. Table Telescope Type to facili- 1 National B\tterv Co. J
No. 2, 12"x20". will accommodate most sound tate transportation and
and slide projectors. Non-tilting but rota'es. — Rigid — Conveni-
s'orage 1 Minnesota Valley Canning Co. 1
ent Utility Tray- -Adjust-
able Legs — Height 41" 1 International Harvester ('o. g
Folds 10'2"x21'2"x3"
flat
—Weight 24 pounds.
1 Our 'iOlli Year Producing Commercial Motion Pictures g
NEUMADE Projection
Tilt Table T-134
of heavy
Sturdily
gauge
shelves
built
steel,
for
Top will tl!
two rigid
reels, projec-
I
RlYBELl FILMS. liC. |
tor case, etc.
1 sales films • MINLTE MOVIES • SLIDEFILMS g l\
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AUDIO-VISUAL
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CONTINUOUS STILL PICTURE EQUIPMENT
(New hgh(weigh( continuous piojectoi)
For specia! equipment designed to meet ex- A keyed price list ot all models shown is
hibit problems address the manuiacturer supplied on written request to Business Screen.
THE
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1940-41
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EQ U I P M E
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N REVIEW iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
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Bausch & Lomb Model "AU"
iBausch d Lomb Optical Co., Rochester. N. Y.)
DeHaven Iconovisor THE SOUNDMASTER PROJECTOR combines utility and beauty in appearance and
performance. Sturcjy aluminum alloy construction and many new orit^inal imntre and
sound developments are featured but prices remain within reach of all potential users,
(The Automatic Slideiilm Piojectoi Unit)
loop form. Takes looped films up to 35 frames 16 mm. TWIN MOTOR SOUND PROJECTOR -
S.V.E. "Continuous"
(Continuous, automatic slideiilm projection)
AM
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AUDIO-VISUAL
I inn 11 II II II I II I
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BUYER'S
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GUIDE iiiiiiiiiiiiiiiiiiiiii
lilllllil
They Secured Their of the point, may also dig up sharp edges, causing rapid record
wear.
definition, no glare,
the groove bottom for some dis- halation or distor-
Film Programs From . . . tance before the point is worn tion. Best for black-
down by friction. This results and-white or color.
in poor tone and distortion.
The "high frequencies" of a NO GREATER
COST!
THE Y. M. C. A. voice give
liance in
clearness or
reproduction.
bril-
See the Brltellte
Re-
corded sales messages depend Lltie of Screens, Re-
MOTION PICTURE BUREAU on the quality of the voice and Hecfors, Spotlights,
19 S. LaSalle Street 347 Madison Avenue inflections of speech to put Utility Caioi, etc.,
CHICAGO NEW YORK over a good story. Since the TRIPOD SCREEN at your dea/er, or
351 Turk Street greater portion of the recorded 30x40-515.00
Other jiies wrife for Catalog
voice is in the upper frequency
SAN FRANCISCO range, it can be understood
Sie.50 to )3S.OO
and Test Package.
'/hy it is necessary to repro-
duce the record with clearness MOTION PICTURtSCRetK BBmiltl
and no distortion.
.,3i\
<.»d ACCE$SOIllES CO., INC.
W.»tM.d St., M*w York Cify
JTSI '*'
Fig. 2 shows a needle with
too broad a point. The needle
rides the top of the groove, is
poorly coupled to it, and also
has a tendency to erase the PROJECTION SERVICE—EAST
higher frequency groove modu-
lations by riding through them i^^—^^ A COMPLETE —^^-^^
YOUR CAR NEEDS in a straight course.
MOTION PICTURE DISTRIBUTION SERVICE
ALL 4 WHEELS The Photo-Micrograph of
Fig. 3 shows a needle that has
In
tures.
dll phases for Theatrical and non-theatrical pic-
The non-theatrical service includes supplying
"shouldered" due to excessive projectors, screens, operators, etc., and transportation.
And your motion picture films
wear. It not only completely
need all 4 FEATURES of ADE- fills the record groove, thus re- King Cole's Sound Service, Inc.
QUATE FILM PROTECTION stricting free motion, but also
203 East 26th St., N.Y.C. Lexington 2-6781
rests on the record surface. It
INTERNAL hocal operating points in upper N. Y. — N. J. and Conn.
I, SOFTNESS. cannot reproduce properly be-
To resist heat and cause of the added pressure at
dry air.
Any three features without all 4 are no better Ordinary steel needles wear
than three wheels on your car. Genuine im- down quickly vrithin a few
pregnations, with SEPARATE chemical
vapors turns of the record as shown
each doing its SEPARATE job, give you effect
fiveA FEATURE FILM PROTECTION in Fig. 5. This forms sharp
against
CLIMATE. WEAR, SCRATCHES OIL DIRT
WATER and FINGER MARKS. edges, causing rapid record
wear. Since sales records run PROJECTION SERVICE—WEST
Better Photo Finishers Offer from 3 to 15 minutes duration,
VapOrate protection for still
it is essential to use needles
nefiatives.
which will give long life with
proper points so as not to dam-
ALLIED FILM EXHIBITORS, Inc.
age the record grooves. 672 South Lafayette Park Place Los Angeles, - Cal.
THE 1940
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41 EQUIPMENT REVIEW
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FILM TREATMENT
& PROCESSING
I
COLOR SLIDE FILMS? I
I of Course |
M Bv ilie Patlie-.cope nielhod. A process |
M which we have developed to give ex- J
M celleni color at black-and-uhite prices. J
M ^ No splices.
I THE
I PATHESCOPE
CO. OF AMERICA, INC.
i
I 580 FIFTH AVE.
I N EW YORK, N. Y.
1 PRODUCERS Of
I MOTION PICTURES • SLIDEFILMS
I SOUND & SILENT |
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SITUATION WANTED
Photographer —
Slidefilm. Four years'
experience making' 25,000 stei'eographs
(including Kodachromes) and managing
photographic department for a sales corpo-
ration of internationally known educa-
tional products. Age 31. College graduate.
Christian. Married. Excellent health and
references. Free to go anywhere, prefer
East.
Box 14-C, Business Screen, Chicago, 111.
.1 iiiiljiliililp
:
:::"••
_ * "
*• Z .A •*•
* 3 J
THE CIVIC
R T
OP[ll^
H
BUILDMG
ACKER
AT CHICAGO'S
DRIVE
BUSIHSS CENTER
THESE are the halls of learning where Consult the theatrical distribution de-
most people obtain the greater part of partment which operates nationally in
their education. Motion picture exhibitors this field with an experienced field staff
are happy to oblige their patrons by pre- devoted exclusively to distribution work
senting first-class commercial produc- of this highly specialized character.
tions of high educational content. (Special Nothing less is required to market the
emphasis must be kept on the term "first best of merchandise in one of the world's
class" productions.) most competitive markets.
iere*s nothing Avrong with American business that better salesmanship can't cui
Sales Meetings
e JAM HANDY Slidefilms • Talking Pictures
On^anl^atlon
. Convention Playlets
New York Hollywood Chicago ^ Detroit Dayton ^ Wilmington
9 West 44th Stre<l 7046 Hollywood Boulerord 230 N Michigan Boulevard 2900 Eait Grand Boulevard 702 MutualHome Building 922 Shipley Street
VAnc(erbi;( ii2S0 HEmpslead S809 STAl» S7Sa MAdJion 2450 ADams S3B9 W/lininglon 4-2401
41- 79
y/lTHt>KAWW
^?^
26 ^983
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