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Mr'

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^v^

REFERENCE
COLLECTION
CLEVELAND
PUBLIC LIBRARY i
From the collection of the

^ m -

Pre|inger
library
t
P
 >viiT33?f7wi7rii
MAGAZINE OF COMMERCIAL AN

FILMS SPEED AMERICA'S DEFENSE;

IN THIS ISSUE:
MAJOR ADVANCES IN COMPANY RELATIONS FILMS
 He's all dressed up...
and going places!
You wouldn't employ a shoddily dressed salesman to sell your
product. So . . . why try to sell a quality product with a poorly

produced motion picture?

The word QUALITY has always been synonymous with Para-

mount Pictures. This is just as true with Paramount's INDUSTRIAL

PICTURES as feature productions . . . and it may surprise you to
learn that Industrial Pictures produced by Paramount are often
no more costly than what you have been accustomed to paying.

Your product deserves to be dressed in the best ... so dress

it up and start it going places with Paramount.

Why not call or write today so that we can discuss this with you.

a Paramount Picture li

your seal of success

PARAMOUNT PICTURES INC. • 1501 BROADWAY, N. Y. C. • INDUSTRIAL FILM DIVISION

 .

42- 30765

You Wouldn't Wrap Your Product in an Old Newspaper . .

You wouldn't ihink of sending your

product to market in an old news-
paper. A quality product deserves a
quality package! That's why your sales
story on motion picture film deserves
Filmosoimd presentation. Good telling
is a 7ff//i/of good selling. You may have
the best line of products in their field.
You may have the best organized sales
story. You may have spent hundreds of
days and dollars in developing your
business film. It may surround your
product with enough drama to sell snow-
balls CO the Eskimos. But unless you tell
your story with a projector that can do
—
much of its effectiveness is
it justice
lost! That's why your sales story de-
serves Filmosoutid presentation.
Precision-built by the makers of
Hollywood's professional motion pic-
lure equipment, Filmosound Projectors
provide theater-quality sound and pic-
ture. Filmosound Projectors are famous
— not for one or two outstanding fea-
tures —
but for the outstanding manner
in which many fine and exclusive features
Only FILMOSOUND Projectors
Give You These New, Improved Features:
1 SAFE. LOCK SPROCKETS. Make
• threading easier, positively prevent in-
correct threading, and thus eliminate the
last possibility of damaging film.
2 CONSTANT-TENSION TAKE-UP. Elimi-
nates take-up troubles at their source.
A simple device that always automatically
are combined to give you the ultimate
That is what counts. That's what
results.
makes Filmosounds first choice among
the most successful business film users.
Bell & Howell Company, Chicago; New
York; Holly-wood; London. Est. 1907.
YOUR SALES STORY
DfSERVES
fflMOSOUNO PRESENTATION
film maintains the correct tension regardless of
the si/e of the reel and the amount of film
on it.
3 OSCILLATORY STABILIZER. Prevents
those "sour" notes and distracting
changes in pitch that can readily ruin a
good sates presentation.

MAY WE SEND YOU THIS BOOK WITH OUR COMPLIMENTST

FILMOSOUND "COMMERCIAL"— Choice
of most busiaess tilm users. Can be put
into operation in three minutes ... is BF-LL & HOWELl. COMPANY
easily carried . . . and most important 1808 Larchmont Avcnuo. Chltruiio. III.
of ail.provides theaier-qualit>- sound ( Send 36-paflc. Illustrated t>ooklet
) ; Shotrtrt
and picture thai vou muit have to do Bhip, Today'M Fonmuta for &eUins,
iustice lo your sioo'-
The Filmosound line of projectors < ) Send detail* oa FlInMMouad "Commerelal.'
includes a size and type for ever>' need.
Name Title
Tell us your needs, >X'e make the equip-
ment to meet tht-m. Oompany .........__.....__ ...

Address -.

PRICISION-MADi IT
BELL & HOWELL ty - -.. State bsno :-«
 —

B U SINE
VOLUME THREE • NUMBER ONE 1940

Cover Subject: Production scene during filming of "Meat and

Romance"; Courtesy \utional Live Stock & Meat Board.
Films Interpret the Annual Stockholder's Report U
Meat and Romance: A Film Review 12
Films to the Front for National Defense 13
Prevueing the New Releases 15
Symphony in Dimension 16
Dodge Presents Ten Films 17
Industrial Films in the Schools 20
Cochrane Trains Retail Rug Salesmen 21
Visual Displays: Life Plus Color in Exhibits 23
Auto Show: Visual Shows Get the Crowds 25

• Business Screen Magazine, issued by Business Screen Magazines. Inc.. 20 N'orili

Wacker Drive, ChieaKO. on November 15. 1940. Editor: O. H, Coelln. Jr.: Associates.
R. C. Danielson Robert Seymour, Jr. (New York editort. New York offices: Chanin
:

Building, Phone Murray HiM 4-1054. Pacific Coast representative: H. L. Mitchell, 2469
Hill Street. Huntington Park, Calif. Acceptance under the Act of June 5, 1934,
authorized February 20, 1939. Issued 12 times annually including 4 special numbers —
(not circulated in the business field). Subscription $2.00 for S numbers. Foreign:
S3. 50. 50c the copy. Entire contents Coypright. 1940, by Business Screen Magazines.
Inc. Trademark Reg. U. S. Patent Office,

llllllillllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllllillllllllill iiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiii

(Left) Rear screen projection sets the stage for this "inside
story" scene during the production of a recent Castle film.

Reporter-At-Large nor M. Laube had the English. \^ e it. although the air conditioning
• Event of the cinema year is the
Last month we got invited out told him that the French of us was was working madly. .After several
New York premiere this month of
to the Swiss Pavilion at the Fair strictly of the ""ecole-haut" variety-, minutes a voice began to speak
\T all Disney's Fantasia. This sym-
to witness premiere showing
the but we'd be glad to make a try which described the march of the
phonic-animation program is the
(first time in America) of an odor- at it. We
them that I thought told cinema down through the ages until
first of the "Cinesymphonies." is
they had a good angle and that it the recent arrival of the odor-
ated talking picture. The voice on
notable for its outstanding pioneer-
the plione said that the inventors ought to be a good thing for a com- ated talking picture. The curtain
ing in sound recording, RCA and
mercial show, as for instance, a drew apart and O.T.P. began to
would be on hand to talk to those
Disney engineers worked togetlier to
run-around in a cofi'ee roasting present. .My Dream.
who were interested, so we got there
perfect an entirely new system of
plant or something like that. M.
multiple sound reproduction which
a half hour early. The plot of My Dream is very
The manager of the Pavilion Laube said that he thought it would simple: boy meets girl, girl leaves
seems to follow the characters on be a good thing if we could find
met us near the information booth boy. and boy chases girl through
the screen. an interpreter. See. we could un-
and escorted us up to the entrance half the smells of Switzerland.
Music of Stokowski-conductcd of the little theatre on the second derstand him. all right. Well, we These are the smells in order of
symphonies by Stravinsky. Bee- floor main pavilion, which
of the went around asking people if they sequence: lilac, cedar, eau de
thoven, and other great composers is located directly above the cheese could understand French for a few cologne, peach, banana, cigarette,
is interpreted as never before in department on the main floor be- minutes, but by the time we found toilet water, rose. pine, tar, lemon.
low, .^t first we thought that the a willing attendant with the French sausage, honey, antiseptic, tea. and
Technicolor animation on the
smell about the entrance hall here the two inventors had gone to their new Lincoln-Zephyr. Some of the
screen and reproduced with awe-in-
might be leakage from the theatre, appointed posts for the beginning smells were very good; the first,
spiring beauty by the new "Fanta-
maybe the picture was a commer- of the show. Someone pointed out lilac was excellent, too bad the
sound" equipment described in these us that they had gone up ladders
cial, a Swiss cheese epic, but that to
rest were not equally as good. The
pages some months ago, 430.000 into the projection booth where the
happy thought was soon disspelled new motor car smelled like shoe
feet of sound track were used in when the door of the theatre opened secret odor apparatus is located. polish to me. and the cigarette
the recording operations. This was and out came two gentlemen with The manager's secretary said that smoke was entirely unrecognizable.
eventually cut and patched into 11.- horn-rimmed and a it was very secret, that just nobody
.spectacles This constant bombardment upon
000 feet. Four tracks reproduce gentle of scente de Hair
waft knew how it worked except the
the nose was rather strong stuff for
each note, keyed to speakers located Grease. That settled it, it would inventors.
most of the audience and we felt a
have to be a love drama. The two We all went into the theatre then
relieved on getting out in the
in various sections of the auditori- little
gentlemen turned out to be Mes- as the show was about to start.
ums. According to RCA engineers fresh air again. It seems to us
sieurs Hans Laube and Robert Two vents in the ceiling at the
Fantasia will be limited to only that there are some commercial
Earth, the inventors of "smellies," rear seemed to be the odorators:
twelve theaters in one period, the possibilities in this device, though.
who didn't smell at all when they there was a black stain on the
maximum number which can be from each It certainly is a novelty, and if used
got away from the doorway. M. ceiling for several feet

The vent as if carbon black had been with short reels and with not quite
equipped at one time. equip- Earth wanted to know if "je parle
Tallemagne." blown out. The room still had a so many odors, it ought to create
ment and production will be road- le francais. I'italien,
faint trace of cheap perfume about interest wherever shown., R. S.
showed on this basis. and went on to say that neither he

THE MAGAZINE O F COMMERCIAL AND EDUCATIONAL FILMS

Business Screen
[4]
 Sound motion pictures, produced and

distributed by our organization, have

proved their merit for this purpose.

THE TRIE ME.4SIRE OF IT HAT IfE C.i\ DO IS FOLWD I\ UHIT HE HUE nO\E

Calerinfc to a selccl clientele

who demand distinctive
Wilding Picture Productions, Inc. and outAtanding 8ound
I
Motion Picture Productions
for Commercial Application.

CHICAGO

NuMBF.R One • 1940 [5]

 LIGHTIXC
EXPERTS
BESIDE the camera and behind the lens,

lighting experts work in perfect agree-

ment. Cameramen depend implicitly on

the ability of Eastman negative films to

bring out the best in every scene. The

beauty of modern productions is striking

evidence of the success of this partnership.

Eastman Kodak Company, Rochester, N. Y.

J. E. BRULATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLUS-X SUPER-XX
for general studio use when Utile light is available

BACKGROriVD-X
for baekgroMtnds and general exterior irork

EASTMAN NEGATIVE FILMS

[6] Business Screen
LEADING FILM PRODUCERS RECOMMEND DA-LITE SCREENS
For J. I. Case Company, Burton Holmes Films, Inc.. recently pro-
duced the interesting slldefllm "Loolt Behind the Fly Wheel", a
scene from which is shown here projected onto a Da-Lite Model B
screen. To simplify showing it in display rooms, the J. I. Case
Company suggests to their dealers that they keep permanently on
a wall, one of Da-Lite's convenient hanging screens.

sap7
«« '"

INVARIABLY
Be=*'

WE HAVE RECOMMENDED
] SCREENS"
In his letter. Mr. Depiie of Burton Holmes Films. Inc.,
gives two important reasons why liis company invari-
ably recommends Da-Lite Screens.
Reason \o. 1 — "Da-Lite Screens pro\ide the life-like
brilliancy *.o es-^ential to professional showmanship.**
The superior liglit reflective qualities which make pic-
tures appear brighter on Da-Lite Screens are the reMiIl
of 31 years of leadership in screen manufacture, dur-
ing wliich Da-Lite has continually pioneered important
improvements.
—
Reason \o. 2 '*Da-Ute Screens ha\e stood up belter
under hard usage." This is due not only |<> ihe selec-
tion uf more durable fabrics that stay bright longer.
but also to the sturdier construction of the cases and
other parts of Da-Lite Screen niuunlin;:>. The < Chal-
lenger, Anierica*s most convenient all-in-one portable
screen, is especially well built to withstand se\ere
treatment.
Da-Lite Screens offer many other advantages including
greater con\enience. broader selection of surfaces and
sizes and styles of mountings. Ask your producer-
dealer about Da-Lile c(|uipnient for your pictures. )X'rite
for literature: Address Dept. IIB.

United Air Lines also relies on Burton Holmes Films. Inc. for
recommendations of screen equipment and has been using
Da-Lite Screens for many years. At left is a scene from a re-
:e-^* Bu^'on Hc'mes production "Unl*ed TaHs to the Nation."

THE DA-LITE SCREEN COMPANY. INC.

2723 NDRTH CRaWFDRD AVENUE CHICAED, ILLINOIS

Number 0\t • 1940

f71
 n M
NEWS & COMMENT
E u formerly with Paramount Pictures,
becomes Production Manager.

Don B. Durian. formerly direc-

is
tor of public relations for Public

There C^uue
e
OF THE STUDIOS
* • •
Administration Clearing House.
Chicago, has joined the editorial
staff of the Jam Handy Organiza-
tion where he will specialize in
iiiiiiiiiiiiiiiiiiiiiiiiiiir ^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii writing slidefilms used for public
relations, according
announce- to
[ConllniK'd jruin I'dsir Four) ment made by Jamison Handy,

wh Y ^i •
"Singing Wheels" Prevued
The previewing on October 29th
of Singing Wheels, the new Auto-
mobile Manufacturer's Association
sound movie on the trucking in-
dustry, was deeply gratifying to
president. Mr. Durian has also
served the Chicago Evening .Amer-
ican as re-write man.

Cinecolor Labs Active

A. L. McCormick. president of
Cinecolor. Inc., has announced re-
the editors of business screen. The
ceipt from Ford Motor Co. of
the
place for such a picture was com-
an order to 20 "minute
process
mented on in these pages a year
—
movies" each under 100 feet in
ago and its use throughout the land
by trucking operators will do much
length —
to show the manufacture
of the 1941 series of Ford and
to build goodwill for this often
Mercury cars. The film was pro-
misunderstood but vital part of our duced through Motion Picture
American transportation industry. Advertising Co. of New Orleans,
Wilding was the producer, the with the actual photography done
theme of Singing If heels being the in Hollywood by United States
uses of truck transportation in
Motion Pictures. This is Ford's first
civilian life as well as in national use of Cinecolor.
defense.
The order followed completion of
Football Goes Hollywood processing of 100 natural color

football attendance
prints, both 35mm. and 16mm.. of
This year's
be a two-reel picture depicting manu-
indicates that it continues to
facture and use of various new
"big business" and in '40 this busi-
products of E. I. DuPont de
ness was one of the most-publicized
Nemours Co. Scenes include lab-
users of motion pictures. Cornell's
oratory inception of Nylon and
coach. Carl Suavely, gave the world
Incite, actual manufacture and
to understand (via the Sat. Eve.
drawing out of Nylon threads and
^'^ Co. Post) that the Big Red owed its
• Sur" ^"^-fe Co
place near the top (until Dart-
the making of stockings. Method of
. c "^'^P'-one Co ''• putting bristles into brushes is
mouth) to the painstaking game
demonstrated, with new Incite fur-
films made and studied each week.
niture and. in the last half-reel.
'"^ '-• Co. .4s a final touch of irony was the
^" o7 ?; it
: f film record of the disputed Dart-
Nylon's color garments and
in
draperies, its costume use from the
mouth-Cornell game which made
"skin-out." and the methods and
necessary the forfeit since it plain-
results of fireproofing and water-
ly revealed the now-historic fifth
proofing.
down.
Processing has also been com-
Yorke's "New England Tour" pleted on more than 100 prints of a
• £ ?' ^'^-'--c Co "^"^
Emerson ^ orke and crew have two-reel film for Stewart-Vi'arner.

returned from location shooting in BettY Puts Her Budget on Ice. Four
" Company northern New England with com- or five of the prints were 35mm.,
pleted footage on the first reel of 'the balance 16mm.
a two-reel Cinecolor film f^ew Eng-
Chesterfield's Theatres
land Tour which the Yorke Studio
The "experiment on the part
LOW COST PLUS GREATER ADAPTABILITY is producing for national release.
of Chesterfield to rent a
"

number of
Make the VICTOR ANIMATOPHONE SOUND Burgi Contner, A.S.C.. handled the
movie houses in the New \ork City
MOTION PICTURE PROJECTOR the most desirable cameras on the job assisted by Sid
area for continuous free presenta-
equipment of its kind ever built. Ziicker with "Red" Angeven as pro-
Tobaccoland must have
Simple construction — accessibility of all mov-
internal ^^
duction contact.
tion of
turned out pretty well on a quantity
ing parts are features that make this equipment .^_ Personnel Changes:
~ basis because nearly every park
amazingly simple to operate. '•"
The following personnel changes bench in the town was cleared for
Write TOO>*1' tor complete Information
have been announced: In Audi- a few days. The utter lack of se-
Vision. Inc., Sumer W . Singer be- lectivity in the matter of audiences
comes Manager of the Slide-Film should have been apparent earlier
Division, and G. C. Jones becomes and for this and other reasons the
Manager of the Motion Picture Divi- idea was dropped. More successful
sion. In Luther Reed, Inc.. Henry is the regulation road-showing and

Hobart becomes Vice-President in loan of the prints to organizations

Charge of Sales, and John Butler. (via Castle Films distribution).

f«l Business Screen

 .

What the Intelligent Business Man

Should Know about Buving

a Business Film

BEFORE an inlelligent business man engages a

group of specialists to prepare an advertising
U you wanl proof Ihel Caravel campaign, he weighs their ability to create and put
Plans gel results, check wilh over ideas. Ideas that wrill build sales.

American Can Company He should be equally discerning v^rhen he consid-

American Machine and Melals, Inc. ers engaging specialists to produce a business film.
The Bales Manuiacluring Company- For the value of that film, regardless of whal he pays,
Wallace Barnes Company
Black & Decker Manuiacluring Company
will depend on the ideas which that film contains and
Cadillac Molors the force with which they are put across!
Calco Chemical 'Company, Inc.
Camp & Company Caravel motion picture programs are shaped to a
S. H.
Cluell, Peabody & Company, Inc. single purpose— to build increased sales for the client
Congoleum-Nairn, Inc. at the lowest cost. All of which calls for broad ex-
Diclaphone Corporalion perience, painstaking study, skilled technique . .

E. I. duPont de Nemours
Eberhard Faber Pencil Co. For example, a recent Caravel program entailed
Elhyl Gasoline Corp. several hundred calls on distributors and dealers,
Godfrey L. Cabot, Inc. coast to coast then the production of a complete
. . .

The B. F. Goodrich Company

sales-building plan:
Hart Schaffner & Marx
Jenkins Bros. —A motion picture to show salesmen and deal-
Johns-Manville Corporation
ers how to step up their sales, and to spur them
Kenwood Mills
National Biscuit Company
to enthusiastic action.
National Lead Company
Pepsi-Cola Co.
— Slidefilms,sales-manuals, meeting guides and
Socony -Vacuum Oil Company, Inc. other promotional material to insure their con-
Swift & Company tinued and effective use of the most resultful
Talon, Inc. selling methods.
The Texas Company
Summing up, the investment value of a business
OR ANY OTHER CARAVEL CLIENT film depends on the experience, the specialized abil-
ity,the integrity of the men who make it. Weigh those
factors carefully before you buy!

CARAVEL FILMS INCORPORATED

New York • 730 FiJth Avenue • Tel. Circle 7-6112

Number Onk • 1940 |91

 WOULD YOU PAY
A PENNY A MINUTE
EACH FOR THEIR
UNDIVIDED ATTENTION?

A penny a minute each to show

them what you have to sell — to
tell them about it— to demonstrate

its uses ....

. . . that's what a motion picture backed by an inte/-

ligeiit plan oj showing can do for you ... is now

doing for many others. The "intelligent plan of

showing" is where we come in to do our job for

you . . . the job of showing your picture or pictures
in any part of the country you specify before any

audience or audiences you specify, and when you

specify. That estimated cost of a penny per person
per minute is liberal. We have screened many
pictures for less . . . much less.

0f^,
In thirty minutes
INVESTIGATE?
we can explain how your pic-
ture can be shown to the right people at the right
places and in the right way at the right time ... at
a low cost. Call Circle 6-0910 or write us now.

MODERN TALKING PICTURE SERVICE, INC.

9 ROCKEFELLER PLAZA • NEW YORK, N. Y.

[10] Business Screen

I
 : 1

«E!NERAL MILLS SETS A XOTAKLE EXAMPLE I.X «0.>II»A.\Y IIELATIOXS WOKK

• Taking the cold figures of the the owner of one share of stock In the August issue of the Modern Minneapolis Nov, 6 1,550
balance sheet out of the obscurity was as welcome as the owner of a —
Milluheel General Mills' publica- Boston Nov, 12 1,120
of the annual report to stockholders. thousand. The affairs of the com- tion going to all stockholders and ^X'ashington Nov, 14 562
General Mills. Inc., is meeting the pany were discussed in detail: a employees of the company the fol- — New York Nov, 19 2,671
company's owners in a series of great many questions were asked lowing announcement was made of
nation-wide programs, the basic in- and answ ered and the annual re-
: another scries of informal stock- Number of invitations .sent. ..-7,952

gredient of which is a new sound port was explained by the comp- holders' meetings, to be conducted
Total number of General Mills
motion picture The Years Work. troller. .Attendance showed a good by Mr. Bell during October and
Stockholders: 10,000
Produced under the active auspices cross-section of the company's November, 1940:
of Mr. James H. Bell. Chairman stockholders —
young and old, men "In the hope of increasing the Mr, Bell's personal invitation to
owners to attend these meetings
of the Board of General Mills, the and women, urban and rural, guar- widespread interest and benefits of
motion picture was being shown by dians of estates and trustees of hos- last years informal conferences, went out fifteen days prior to each
him personally at each of these dis- pitals, universities and other public Mr. Bell will hold another series meeting. An attractive folder, with
trict shareholder gatherings held institutions — representing a gener- of meetings in the fall of 1940. illustrations taken from the stock-
during the past month. The idea ous percentage, about 30 /f. of all .All stockholders are cordially in-
holders' motion was
picture,
has set a new standard for coniparn owners living in and around the \ited. Notice will be received di- mailed so as to reach owners a few-
relations according to comments of cities visited. Many lingered long rectfrom Mr. Bell as to time and days before each meeting, remind-
financial editors and other observers after the meetings, discussing the place of meetings. Those who were ing them to be present.
who attended the meetings. multiple operations of their com- unable to attend last year are warm- At the meetings last year Mr,
Mr. Bell initiated the practice pany with Mr, Bell and sampling ly urged to be present. Several Bell and Gordon C,
Ballhorn,
of holding informal stockholder company products, some for the new features of particular interest comptroller of the company, spoke
meetings for the owners of the first time. Hundreds wrote letters of to owners are being added, among briefly to the owners, answered
company last fiscal year (June 1
commendation, expressing thoughts them, for the first time, a motion questions, informally discussed im-
to May 31). He sent personal in- similar to those received by Mr. picture especially produced for the portant industrial subjects, and
vitations to all the stockholders Bell in a letter from a New Jersey stockholders' meetings." chatted with owners. Company
residing in and around seven major owner: "T am a very small stock- Mr. Bell chose the following times products were displayed and served.
cities. These cities were, in order: holder, but my interest in the wel- and places for these 1940 meetings. Many stockholders suggested that
Detroit, September 12: Los Angeles, fare of the organization is as in- This schedule included the same a motion picture might give them
December 8: San Francisco, De- tense as that of the largest stock- cities visited last year with the ad- a more graphic idea of the company
cember 11; Chicago, January 15: holder. The policy of making it dition of Washington, D, C, and its activities, .Accordingly,
New York, January 18; Minne- easy for stockholders to obtain early in the spring of 1940, Mr.
in- Cities Date Invitations
apolis, February 13; Boston, Feb- Bell set to work on a film especially
formation about their company is San Francisco. ...Oct. 23 310
ruary 20. Mr. Bell personally designed to give such a picture to
commendable. I congratulate you Los Angeles Oct, 25 225
conducted the meetings and per-
heartily on the meeting just at- Chicago Oct, .30 940 General Mills owners. He shaped
sonally met and greeted each in-
tended in New York City." Detroit Oct. 31 574 (Continued on Page 31
dividual owner who came to the
meetings.
Before the series of meetings last
Mailed invitations were sent to General Mills stockholders
year. Mr. Bell wrote: "The stock-
before each of the district shoivings ibelou) and at the
holders of General Mills, Inc., are
showings a souvenir booklet [right) reviewed the general
not just names on a list but all — theme of the picture and its reflections of company policies
sorts and kinds of American peo-
ple. \^'e have more holders of just

a few shares than ever before.

There are many more women stock-
holders. Most of our stockholders
are long-term investors, not specu-
lators. .'Vs such, they deserve to
be better acquainted with the op-
eration and management of their
company, and with their obliga-
tions of ownership. I believe that
personal and informal contacts can
accomplish much that cannot pos-
sibly be brought about through
printed reports. Few stockholders
are able to attend the annual meet-
ings at \t'ilmington, Delaware,
Therefore, we shall endeavor to
take our meetings to them, wher-
ever they are."
These conferences took the form
of friendly gatherings at which

NU.MBER One • 1940

omA
• Specific aid in the technical Uncle Sam's mechanized forces
learn from slidefilms as training
prohlems of national defense is school programs are speeded up.
now oflerecl on a large scale hy the
commercial picture industry. The as many times as is necessary for
commercial screen stands ready to the individual soldier student to
aid private industry and the Unitec comprehend it.
States Army alike in producing The automotive slidefilm course
competent, well trained mechanics which is now in use in the Army
ahle to operate and keep in service Motor Transport Division is one
the units of our budding mechan- that was developed by the Jam
ized forces. Handy Organization with the uri-

(ionfronted as the country is with nllicialcooperation of the instruct-

the problem of turning out a mech- ing staff at Camp Holabird. Mary-
anized army in the briefest possible land, and with the help of promi-
space of time, the Army is adopting nent automotive engineers from the
a tried and true industrial
to
This
educate
is the
legions
method of
of
visual educa-
device
mechanics. FILMS AT THE FRONT staffs of
It is

rate sidefilms.
automotive manufacturers.
composed of thirty-five sepa-
The thirty-five films
known —a are divided into five groups. The
tion
strip
which
of
is
motion
as

printed
the

in
slidefilm
picture
logical
film on
order
FOR NATIONAL DEFENSE five groups cover basic principles

and operation of automobile assem-

a number of titles, subtitles, pic- * • • bly units.
lures, diagrams and illustrations Underthis broad subject, there
which tell a complete story. New Mechanics Training Couise Slidefilm Kits is demonstrated and explained the
Industry and vocational classes,
Are Basic Training Materials for U. S. Army basic principles underlying internal
combustion gasoline engines, the
too. are expected to increase the
use of mechanics' training course numbers of soldiers who will repair the largest number of efficient me- factors of mobility, general servic-
slidefilms in produce
order to and operate trucks, tanks, artillery chanics in the shortest possible ing, and the keeping in good repair
enough service men for automotive tractors and other instruments of time by organizing a large num-
is of internal combustion mobile units.
units. No sufficient body of civilian war. Ordinarily, large groups of ber of small classes, all capable Jamison Handy, president of the
mechanics exists today, both for men would call for large numbers of progressing at substantially the Jam Handy Organization, says of
the Army and an expanding in- of instructors and an extended pe- same rate. the course. "These films consist ex-
dustry, and the quickest way to riod of learning, but with the aid .Advantages of ihe slidefilm meth- clusively of factual material, free
produce them is to show in pic- of slidefilm the number of men od are many. Once a course is from all theatricalities, although
tured and diagrammatic form the who can be handled by one instruc- down on film, it is down forever. our best techniques have been used
principles of automotive mechanics. tor is vastly and the
increased No small but important detail will to make them interesting and pleas-

Thus they see operating interiors. time needed for producing a com- be forgotten because of the instruc- ant to take, as well as clearly edu-
hidden and invisible mechanical petent mechanic shortened from tors faulty memory. The informa- cational. Needless to say. they are
parts with which they are unfa- four years to one or even less. — tion and facts of the text will not totally free from advertising mate-
miliar. Germany has used this Nor docs the instructor, himself, gradually shrink because of the rial of any kind or character."
method to striking advantage in need to be an expert, although monotony of repetition by the in- The slidefilm came into being
the instruction of her Panzer units. the course is developed and pro- structor.The slidefilm will never because .American industry cried
The Motor Transport Division duced by experts. become tired and impatient with out some method by which it
for
of the United States Army Quar- Parenthetically, however, it may a soldier student who may be a could train men quickly, economi-
termaster Corps has taken the slide- be well to emphasize that the most little slow in getting some points. cally, and efficiently. Today it is as
film to its heart and is jilanning to efficient method of employing this The slidefilm is always there in indispensable to industry as it will
use it in the training of the large instructional medium to produce its entirety, and can be repeated {(Continued on I'uge 31 I

What has hcen put into soldiers' heads via slidefilms This is the mechanics' training course kit now being To see is not only to believe, it is to knou: Soldiers
is put to use in the shops immediately. This is at used by United States Army Motor Transport at Holahird Quartermaster Depot, Maryland, receive
Holabird Qimrtermtister Lh'pnl, Maryland. Other Schools. Slidcfihns show mechanics of trucks, auto-
United Stales Army Motor Transport Schools use mobiles, airplane engines, motorcycles, scout cars, instruction in auto mechanics through the eye by
similar visual methods to speed up lorrhoiti^ed traiiiiiuj. airport tractors and oilier nieehaniced equipment. means of mechanics' training course slidefilms.
• "Since we installed projection it profitable to install theatres for
e<|uipment in our conference room, ihe use of sales organizations to

we're getting more inter-company uhom films are now an essential

use of our own films and. just as |iarl of almost every convention
important, our employees are see- program. In Chicago, the Stevens
ing sales training and safety films Hotel has set a notable example.
from outside sources that have heen Large office buildings have acted
genuinely helpful to all depart- similarly with theatre facilities now
ments. \^e simply wouldn't have available in (Chicago at the field

taken the time or had the place Building and at Twenty North
to puton these shows if we hadn't V^ acker Drive. New
York's Chanin
done something like this." Building provides one of the world's
finest prevue theatres for the use
Tliese remarks, addressed to busi-
of its tenants and other guests.
ness SCREEN by the public relations
equipment for such
Projection
director of one of the Midwest's
installations been adequately
has
top-ranking industrials, summarize
described in the 1940 Equipment
the gist of similar discussions held
with other executives. In Chicago, Review just published by bisiness
SCREEN. Soundproofing materials,
for example, such organizations as
Standard carpeting, seating and projection
International Harvester.
many room accessories will be reviewed
Oil (Indiana). Pure Oil. and
in the business theatres section
others eitherhave especially de-
which will be a special feature of
signed theatres or have adapted con-
an early issue.
ference rooms for the showing of
film programs. On the Production Scene
In Peoria, the theatre of the Cat- Completion of a dramatic new
erpillar Tractor Company is in con- color and sound motion picture en-
stant use for showing of the
the titled. The Power Behind the Na-
Company's own films and for many tion, which tells the fascinating
other types of programs for em- story of bituminous coal and its
ployees, salesmen and executives. meaning to the industry and econ-
In New York City, a hasty survey omy of the world, was announced
revealed the existence of such in- this month at Norfolk and Western
stallations at the headquarters of- Railway Company headquarters in
fices of United States Steel
the Roanoke. Va. The colorful. 38-
Corporation. J. Walter Thompson minute moving picture unravels
Company, advertising agency. Gen- the story of coal in a vivid manner,
eral Motors, and other well-known and reveals striking scenes of min-
users of the film medium. These ing, processing and preparation of
layouts range from the use of port- Courtesy coal, transportation and distribu-
able 16 mm. sound machines to Dodge tion, and the uses and countless
regular theatrical installations of valuable by-products of the "black
permanent Simplex-RCA units. inexpensively. With curtains drawn, In the photographic retail trade, magic" mined along the Norfolk
Out in the retail field, one of the the Little Theatre provides an at- one of the primary assets of the and Western.
most interesting developments is tractive dressing for the showroom. sales-minded dealer is a small pro- Goodall \^'orsted Company, man-
that of small exhibition rooms in Inside the Theatre, easy chairs make jectionroom where he can properly ufacturers of the famous Palm
connection with the dealer's sales- the guests comfortable as the deal- demonstrate sound and silent film Beach cloth from which Palm
room. In the illustration (right) a er runs off one of his score of equipment and films to prospective Beach Suits are made have pro- —
splendid example of such promo- Dodge films. customers. Hotels have also found duced a full color 16 mm. sound
tion is afforded by the layout set movie. Let Your Body Breathe
up by one aggressive Dodge dealer traces the development of the tex-
(Above) An aggressive Dodge dealer provides this Little Theatre for the shozi.'-
in his place of business. An ade- ing of sales and eiUertainruetU siil}jects to his eustomers. (Belozi', left) In Chi- tile industry against swift, fas-
cago's famed Kungshotm- Restaurant, one of the zvorld's finest small theatres has cinating scenes of carding, drawing,
quate space was marked off and
heen installed for the use of guests: (right) a typical layout of a small theatre
then dressed up comfortably but combined with a display room. spinning and weaving.

-"FS^T"
^^^r^njL
:l\^o n i': tH"" <-

PRQJKTION «J DISPLAY ROQM^

„
-
;^
r oJ%_-%« BTiiDCi'
'
[ ERN5I WAGENER
MINtATURC lUEArOE (OR MR PREOERIK A OIRAMER.CHICA&QIU. I
architeciural dej-ianer < ^ 2." ttDOa RECEPTION IV^U- ijl N
iy Ern/I- WVMiner. Anhikchiml 0<i>^. Clncw. Ill- l^H

[14] Business Screen

 • Campbell's nalionallyadvertised
soups now appear in a Technicolor
motion picture recently produced
for showing to plant visitors as well
as dislrihution to club and church
audiences.
The picture shows how Camp-
hell'sSoups are made and how the
ingredients for Campbell's Soups
are secured; it also gives a number
of unusual recipes calling for the
use of Campbell's Soups as an in-
gredient which can be easily pre-
pared. Two scenes typify the con-
tent of this excellent consumer
movie: one shows Campbell's expert
cooks and the kettles where Camp-
belTs Soups are blended. The other
shows the long line of farmers'
trucks laden with baskets of toma-
toes at the Government Grading
Platforms. The tomatoes for Camp-
bell's Soups are graded by repre-
sentatives of the United States
Bureau of .Agricultural Marketing.
The picture was produced by Jam
Handy with Edwin C. Hill doing
the announcing. It is available to

women's clubs and church organi-

zations w ho have their ow n sound
(

projector simply by writing to the

I

Campbell Soup Company: organi-

zations are asked only to pay re-
turn postage.

In "Turnover" General Mills shows

grocers the profit angle in national
advertising.

For Retail Grocer Meetings

* In oriler lo acquaint jobbers.
agents and independent retail
grocers with the scope of the ad-
vertisingmedia employed. General
Mills. has been showing its
Inc.
Uilding-produced sound motion
picture Turnover to these dealers.
\n enthusiastic reception of the
film by these groups has already
been indicated during the first
months of its use in the field. \
dramatic portrayal of the advertis-
ing for Gold Medal Kitchen-tested
Flour. V^'heaties. Kix. Bisquick and
Softasilk (lour shows the inlluence
of media on sales.
The radio medium is particularlv
emphasized and is directed toward
showing to the grocers how care-
fully and scientifically General
Mills' radio shows, most of which
are daytime shows, arc designed to
sell women — those housewives who
 r\

m
v^y \^
THE FILM TECHNICIAN COMPOSES WITH COLOR. SOUND & OPTICAL EFFECTS
Ed. Note: One of the most inter- mation required in photographing
esting pictures of this past year the action.) \^'e followed this music
from a technical angle was .Ve«- score religiously in order to assure
Dimensions, presented in the Chrys- the maintainance of exact synchro-
ler pavilion at the New York nism throughout the picture. It
X^orld's Fair. This picture fea- was felt that the type of music used
tured many photographic tricks, any should be modern, light and airy,
one of which would commend it: and George Steiner. who composed
combining them all. we have to the musical score, attained these
marvel at the ingenuity of the mak- ends without making the music loo
ers, who have combined 1 stop- ( )
hot. and by injecting effects in sym-
motion. l2) Technicolor. (3l third- phonic coloring that fitted in with
dimensional effect, and 4 a beau- I I
the character of the picture. Again,
tifully integrated musical score, into the whole musical conception was
one production. Here's how it was similar to an animated cartoon."
done, as told to Business Screen' "Our studio was equipped with
by Jack Norling. of the producing an overhead traveling crane from
staff. which various parts were suspended
on thin music wire. The parts were
• "Olr Proble.m in producing .Ve«' moved by means of a remote con-
Dimensions was to simulate the trol mechanism so that the operator
uere syncli
• ; trnre manufacture of a Plymouth Sedan
musical ^" Dimensions could cause the parts to be shifted
I A ,,/f on the ,.^i by having each part travel to its to any part of the stage, raised and
proper place in the car without vis- lowered, forward and back, and
ible support. \^ e did this in a man- sideways. In the car assembly se-
ner similar to that method used in quence, some of the parts, such as
making an animated cartoon pic- the hea\y front springs, had to be
ture, except that the assembly of specially prepared. It would have

the car. as seen in the picture, was been impossible to compress and
done with actual standard parts in expand these heavy steel springs,
a studio erected at the Plymouth so it was necessary to make several
plant in Detroit." Thus the pro- sets of special springs, each pair be-
ducer summarizes the technical ing expanded or contracted a cer-
problem encountered in the making tain amount: these pairs were in-
of this feature of the Fair. troduced into the picture for one
"Each movement was planned in frame, and the next pair for the
advance. First, the music was writ- next frame, and so on. giving the
ten and recorded: every beat and illusion that the springs seem to
most notes were marked off on the jump up and down. The parts
music track and measured exactly floating through the air in the
to the frame to provide the master picture were suspended by thin
synchronizing data. (The accom- music wire, camouflaged so as not
teas ./«-;;§"'•" panying illustration of the original to register on the film. This meant
mius
;„ (/,<- first
all-Tec. music score shows the basic infor- (Continued on Page .341
This i
ffects hous
^'"P-"-''"" X'e: The seel belo.:'-
tne "
*-?Vrr<hV'un«^««/
achieve picn^
pic^^^; --, Polaroid Irns equipment plus color
color three
ZUonal , motion ,;,^ actual filnnn.
^^ a^^^al fi
.
This is the special camera equipment
by uhich the three-dimensional
first attachments made possible original
all-Technicolor production lias filmed effects achieved in"NewDimensions

Busi.NESS Screen

I
 :/>.•/.-

f!>
•y^-.
^v

^/le^efi^

V/f

1 ^J»
•
^v-^r i iwj
'A.Xl

ENTERTAINMENT AS WELL AS EDUCATION IN THESE FREE SOUND FILM PROGRAMS

Ten sound films the travel adventure story previous- of each of these is superlatively attendance, clubs and lodges find
with subjects ly told in the thrilling Wheels high. Many might well be popular them particularly useful. But many
varying from .icross Africa. Produced earlier theatrical short subjects, although other groups and schools also con-
mechanized army thisyear but leading in popularity their original production intention tribute to the total audiences. The
maneuvers to an- throughout the country is the inspir- is limited to free audiences through result of this popularity is evi-
cient history are ing Land of the Free, a 25-minute schools, clubs, churches, lodges and denced in the outstanding record
listed in the 1941 sound film which vividly portrays similar organized gatherings. Pic- some of the subjects have already
program of free sound films avail- the inherent greatness of America. tures have been released through built up: for example. Land of the
able for group showings from the The balance of the program is local dealers. Free has already had 2.494 show-
Dodge Division of the Chrysler Cor- made up of three other subjects. A deeper impression of the im- ings to 1.179.602 persons since its
poration. No recent arrival on the Thrill which presents the
Hunter, portance of the entire automobile release earlier this year: Wheels
commercial film scene. Dodge has daredevil automobile stunt man. industry to our national existence is Across .4jrica is by far the most
been making movies for many years Jimmie Lynch, in a 12-minule thril- easily gathered from these subjects. popular land the longest in use)
but not until the present year has ler: An Evening with Major liiiuis. Realizing the vital necessity of the and since 1937 it has been shown
there been a program so well-bal- another 12-minute subject on a typi- niass-produetion assembly line and 2.1.1 U> times to f!.U.il27 persons.

anced and up-to-the-minute in its cal 15owes broadcast ]icrformance manufacluring methods, citizens can In ten days at the .Michigan State
entertainment and educational inter- for Chrysler, and Chance to Lose, a take considerable inspirational Fair. .4rm\ on Wheels was shown
est as the.se ten current films. I9l(t edition of the national prize- meaning out of the performance of to over 6t).(XMJ persons in a lent
Two of these subjects are very re- winning safety film. mechanized ec|uipment at the recent theatre showing sponsored by
Army on
cent: It heels and Years of Seeing these films, the obsirvcr is Army maneuvers pictured in .Irmy Dodge.
Progress. .\lso in this category is impressed with the variety of the on If heels: in the historical prog- Comments from industrial lead-
Dodge Fluid Drive, a "product" subjects presented and with the un- ress made by .America as rellecled ers and educators alike have been
slory of the new 1941 Dodge trans- objectionable low minimum of in Land of the Free. From Years enthusiastic. Tv pical of these is the
mission innovation. But most of the "commercial" material. Every one of I'rogress and The Slory of De- statement by Gardner L. Hart. Su-
others are equally new. among them of the subjects is an "advertising" pendability, a similar impression is pervisor of Visual Education of the
Story oj Dependahility. whicli shows film, some of them present a factual obtained by the reviewer. Oakland Public Schools. Oakland.
the giant new Dodge truck plant and product slory. but in no case is the Because the showing of such en- (!alifoniia. who wrote:
Diesel construction and Wheels credit objectionable or disguised. lerlaiumenl-educalional subjects us- "\^ e are indeed much indebted to
.icross India, this years version of Moreover, the entertainment value ual Iv results in large increases in {Continued on the ne.xJ page\

. ftBKfSS
 — :

REVIEWING THE DODGE PROGRAM

-^ .Irmy On Wheels, is the latest "ARMY ON WHEELS" Dodge for making this film avail-
Tinif of proiiram nuWR
Dodge sound motion picture depict- documentary. R u n n i n y
:

able to us. Our principals, teachers

ing fast-moving operation of mechan- thiif. ;iO minutfs. Cotii- and students are very enthusiastic
ized e(|uipment by the new stream- ment: Timely men's club about the film. The subject matter
or lodge subject based on
lined divisions of the United States new U. S. Army is exceptionally well chosen and
mech-
Army. The film was produced by the iinizcd equipment. beautifully handled. It is high in
Dodge truck division of the Chrysler instructional value."
Corporation in co-operation with the
Serve Both Sponsor
VI ar Department. Taken during re-
and Audiences
cent practice maneuvers, the film por-
* To business sponsors with simi-
trays how the modern Army on
lar problems, the Dodge program
wheels, with 70.000 men in intensive
sets an excellent example of judi-
training, moves swiftly over many
cious use of films from the stand-
stjuare miles of territory.
point that a film which serves the
audience serves sponsor as well.its

^ The simple principle of the in-

"DODGE FLUID DRIVE"
The reason is simple: every
for this

vention of the Fluid Drive, what il is.

one of the long list of motion pic-
Ttjpe of itfogram: product
what it does, how it works — a clear- story. Running time; 12
ture that through the years have

cut graphic exposition of the Dodge minutes. Comuient: a earned for Dodge a unique emin-
fractual presentation of
Fluid Drive feature in its entirety ence in the field has had to qualify
the new Dodge Fluid Drive
has been embodied in this sound equipment. in certain basic essentials before it

motion picture film which is entirely could come anywhere near ap-

a "product" story. Included in this proaching the production stage. The

"product" film are footages showing board of strategy that sits in judg-
the many things done with ease by ment on ideas and scripts that go
a car equipped with Fluid Drive into Dodge motion pictures has al-

which a car with conventional type ways insisted that every production
of power coupling could not under- be: 1st. informative: 2nd, inter-

take. Motordoms most timely topic. esting: 3rd. entertaining: and 4th.
educational.
"WHEELS ACROSS Making these pictures available
^ Wheels Across India, is high- INDIA" to many thousands of groups,
spotted by many incidents, customs Ti/pe of program: Travel
schools and other organizations has
and practices that are part of native adventure. Running Time:
(short version) 30 min. been constantly simplified. The
life in little known
corners of mys- —
(loger version 70 min.) number of Dodge dealer and region-
terious and which has never
India Comment: Ideal for all

types of audiences.
al office projectors has been in-
before been recorded by the moving
creased so that projectors are avail-
picture camera. The film is a graphic
able with films for showing by re-
log of most recent travels of
the
sponsible groups; many hundreds
world-famous explorer Armand Denis
of prints are kept in constant circu-
and his wife, the former Leila Roose-
lation through the facilities of the
velt. Their last full-length movie, was
producer (V^ilding) and the vari-
W heels .Across Africa, a box office
ous regional offices across the coun-
sensation of two years ago.
try. Many other showings in Dodge
dealers salesroom, at Stale Fairs
and conventions, add impres-
etc..

•jf All the thrills and excitement of "WHEELS ACROSS sively to the audience totals and
AFRICA"
twenty-four months
perilous
a . .
promote attendance at the dealer's
Type program: travel
of
journey through jungles by automo- adventure. Running time place of business.
bile and trucks has been brought
. . . 32 minutes. Comment: the Every new addition to the pro-
ever popular African ad-
to you in the Dodge production gram is skillfully promoted through
venture film ideal for
W heels Across Africa. Tigers, croco- every type of audience. local dealers by window posters,
diles, rhinoceros and elephants play postcards, handbills, special dis-
leading roles — with intimate camera plays and newspaper advertising
studies of smaller denizens of the and publicity material. Since the
jungle. See the locust plague that basic theme of this article is simply
blots out the sun and consumes all
that of reviewing the content of
in its path! See the surging rush of these films ( the best clue to their
antelope! View pages from the dim popularity with audiences) it should
past in this gripping action film!
be noted that the titles and subject
matter are their own advertisement.
"^ At a time when science and ma-
"YEARS OF PROGRESS"
Titpe of program ; Engin-
chinery is accelerating the usual pace eering-science documen. To Program Chairmen,
of world change to a breath-taking tary. Running time: 20
minutes. Comment: Chrys- Schools, Etc.
degree. Years of Progress, is a high-
ler engineering progress
ly instructive bit of background ma- with background of ,\ll pictures reviewed in
terial — with excellent qualities in its science
vieweii.
and invention re-
these pages are available for
own Tracing the history of
right.
showing: address your selec-
invention, engineering and research
tions to the sponsor, c/o
from its earliest beginnings, through
smoothly accomplished transitions Dodge Division, Chrysler

the film moves to a thrilling climax Corp,, 7900 Joseph Campau.

in which audiences are treated to a Detroit, or see your nearby
series of behind-the-scenes close-ups Dodge dealer.
of wonders of modern engineering.
 WHAT OTHERS SAY REVIEWING THE DODGE PROGRAM
from o churchman —
"America. LanJ of the Free, is a
"LAND OF THE FREE"
^f .America — as few .Americans have
masterpiece in film achievement
Titpe jtrouram
of news-
review of U. S.
historical
:

ever seen — given graphic por-

it is

which singularly hits the stride for Running lime: 25 minutes. trayal Land of the Free. The things
in
true Americanism in this rather tur-
Commcnti i n s p i r in E
that comprise .America — un- its
American documentary
hulent hour of our history. So mar- ideal for all types of matched economic resources, its

velously have you portrayed the jrroups. growth and development from pio-
whole of American life, adventure, neer days to the modern era of
and romance, that it grips one with industrial production — these and the
intense interest and enthusiasm nation's scenic grandeur are woven
which lives long after the showing." together in a dramatic presentation
H. L. Thatcher. Minister that features little "advertising"' con-
Pioneer Methodist Church. tent. The film, in brief, very aptly
constitutes a moving sermon on the
from a public official — American way of life in all its phases.
"If every person in this country
could see Land of the Free we would
lie a happier, more contented nation. "THRILL HUNTER"
if Purely entertainment, the Dodge
Tupe of program: adven-
There no place for unrest where
is film Thrill Hunter features the
ture-entertainment short.
people really know what their un- Running time: 12 miutes. stunts of Jimmie Lynch, famous
counted blessings are. It a pic- Comment Swift - movinR
:
daredevil
is driver. .About the only
short subject to round out
ture that admiralily adapted for
is "commercial" angle is the appear-
programs espec. adult
an audience of children and adults." groups. ance of Dodge models in the breath-
F. V^'. Coleman taking sequences which show Lvnch
Mayor of \^'ichita and his cast of stunt-drivers doing
^ ichita. Kansas the impossible with standard stock Produced bq
model
from a noted business leader — to
cars.
"take it"'
The
under
ability of the cars
the gruelling UJILOING PICTURE PR00U[TI0N5Jnt.
"Truly a thrilling and dramatic conditions of this thrill show is
portrayal of America's progress, one amply demonstrated: the drivers
that enhances the natural pride we
fortunately fare equally well.
have in our country and renews our
determination to preserve its tradi-
tions of liberty and justice. Land "AN EVENING WITH
MAJOR BOWES" if Over 35.000.0U0 adults listen
oj the Free should awaken in the .>/*
every Thursday night to Major
public conscience the true meaning Ttipe of profjra m : enter-
tainment-musical. Running Edward Bowes when he brings his
ion
OVrvslcr Corporat
of being an .\merican." time: 12 minutes. Coni- amateurs to America over the radio
Standish Backus. President. tnent: Popular short on a
typical Bowes broadcast.
air waves. Since Major Bowes has
Burroughs Adding Machine Co. been sponsored by Chrysler Corpo- j/^rtve/c^ 'JJo.

from a publisher — ration only a very small percentage

have seen him in action. An Evening
"\^ hen you consider the events
in
IT ith Major Bones is a sound mo- . \\\x\.
Europe as well as what is going on
tion picture that takes you to the An f. vcnin
in the U. S. A. at the present time
radio studio in New York for a
ov>os
it is a very timely and appropriate
Major Bowes amateur broadcast. In iM'"" 15
picture, ^'e hope that all the
this picture you see the program ex-
school children in the United States
act v as
I it is broadcast on the air.
as well as the adult citizens in this
country will have the opportunity
of taking in this picture. The picture "THE CHANCE to LOSE"
Land of the Free
if Seeing ourselves as others see us
is well worth anv- Type of program: Safety
is the way that the sound motion pic-
body's time. If you have anything educational. R u n n i n g
Oiy«ION OF CHICrSUR COVOIATION
time: 12 minutes. Cotii- ture. The Chance to Lose portrays
coming up in the future similar to
nient This picture won a
:
.America's driving habits. How easy
this picture, we would be most hap- national safety education
it is to safeguard our families and the
p\
it
to
in."
accept your invitation to take award.
families of others by observing little
of O
courtesies of the highway is pictured
M. M. Levand. President
in The Chance to Lose. This sound
Beacon Publishing Company
picture shows both the right and the
from a nofionof journalist — w rong way to drive and is one of the
"To our way of thinking. Land of most dramatic sound motion pictures
the t ree. Dodges new movie, is one issued by Dodge.
of the most inspiring pictures a per-
son could see in these troublous
"STORV of
times. It is our recommendation DEPENDABILITY" if you actually made a trip to
.As if
that all educators and civic organi- Tfipr of progra Product »i :
Detroit — you on a fast
this film takes
zation leaders see Land of the Free. story. Running time; 32 moving trip through the mammoth
minutes. Comment: Story
And that all neighborhood movie of new Dodge truck plant
new Dodge truck plant covering
houses do a service to the country and Deisel building. 18.94 acres of fenced in area. 6.58.000
by showing the film. Rather a broad square feet of floor space. 1.260 feet
statement you might say. but we ear- of length of main assembly building
nestly think that "now is the time to and l.nOO-truck parking facilities.
sell .America" —
.Americans for the
to The inside story in motion pictures
future progress of our already great of how trucks are built in the Dodge
nation." truck factory. Here you see the con-
H. S. Walesby trol that organizes each of the thou-
Automobile Editor .sands of parts, machines, and men RBILITV
Hearst Newspapers. into a smooth flowing stream.
 —

• ONE OF THE MAJOR PROBLEMS of able reaction of schools and other

industries which produce films for INDUSTRIAL FILMS for SCHOOLS non-theatrical exhibitors. -

circulation and use among schools Luerestingly enough, there have '

is to provide films which will be Some Obnereations on How to Aasiire Their Miiinal Success — /);/ Ellnworth been but few adverse reports. A
used widely among schools. One Dent, Educational Director, R. C. A. Manufacturing Company, Inc. few indicated that the films were too
of the major problems of schools short and one criticized the photog-
which use films is to secure indus- very definite limitation of industrial Copy School Showings .itid. raphy in .4irone of the
Ifaves,
trialfilms which are suitable for films for use among schools — they Widney 1 112 done by any
best technical jobs ever
classroom use. must be brief and to the point. The Pacific Blvd 2 525 producer! All who have reviewed
both tnese problems clearly limit of length should be two reels 6 the circulation reports have been
\^ ith Virgil Jr 8 365
in mind, the Radio Corporation of (20 minutes I. and one-reel subjects Edison Jr 3 175 well pleased with the entire project,
America, National Broadcasting are preferable. Those who produce Berendo Jr 5 253 including those who paid the bill.
Company and RCA Manufacturing much longer industrial subjects Hyde Park 5 255 Those who understand the tech-
Company combined efforts to pro- for school use are either pouring niques of production as well as the
The above report does not indi-
duce two one-reel films; a story of money down the sink or are pre- requirements of schools should have
cate that the films were shown to
television and a story of radio pared to purchase audiences. no meeting those require-
difficulty
large groups. Rather, they were
broadcasting. These pictures. Tele- The distribution of .4ir Waves ments. On
the other hand, those
made the basis of classroom study
vision and Air Ifaves. have been and Television follows one of the
and discussion, which
who are paying the costs of produc-
is greatly to
used before school and other non- simplest procedures. The films were tion and distribution sometimes lose
be preferred. Obviously, the Los
theatrical groups totalling more produced by Pathe and distribution sight of the goal and inject film
Angeles school system must apply
than 2.000,000. and twenty-seven handled nationally by a competent material or commentary which
rather strict standards to the films
prints of each were requested for Eastern distribution organization. schools cannot accept and the net
it and many industrial films
uses
use among 300.000 CCC enrollees Centralized from
distribution results are often disappointing. If
contain too much and too blatant
during the summer of 1940. The New York was supplemented by
advertising to be used.
the industrial film intended for
remarks which follow explain brief- sub-distribution through the princi- school use is properly made, the
Another report, selected at ran-
ly the plan of operation. pal state and city visual instruction problem of distribution will become
dom, covers the distribution of .Air
First of all. it was necessary — as bureaus. Los Angeles, for example,
Ifaves by the Bureau of Visual
secondary, both in worry and in
in all film production — to determine kept six prints of each film in use
Teaching, \^'ashington State College,
expense.
if » *
the type of audience to be reached. constantly during the school year.
during May, 1940:
It was decided that the film should The following report from Los An- Edicors Note: A series of articles
be built for use in the upper grades, geles covers the distribution of Stale E.xhibilor Shotvings .ittd.
which began in Business Screen
junior and senior high schools, prin- Television during the month of Idaho Nezperce Schools.. 6 185 last year is thus resumed. Another
cipally in general science and radio May. 1940. and indicates that the Wash. Raymond Schools 4 230 in this series looking toward the
courses. In the case of Television. films were kept rather busy: \^"ash. Clarkston Schools 3 120 improvement of educational mate-
technical was reduced to
material Wash. CCC Camp 6 1080 rial intended for school showing
minimum essentials and emphasis Copy School Showings .4ttd.
Here, again, it is evident that the for the mutual benefit of schools
was placed upon the details of 1 Central Jr 4 478 film has been used for instructional —
and sponsors will appear in an
broadcasting two typical television Menlo Avenue 2 300 purposes, in the classrooms. early issue. In the meantime your
—
programs a horse race and a stu- Nevin Avenue 1 255 \^ hat do those who use the films suggestions will be appreciated and
dio orchestra. Fort Hill 1 227 think of them? All city visual in- acted upon if you care to address
Air Waves presented a someivhat 2 No. Hollywood struction departments which had them to us on this subject.
different problem. The general use High 4 300 prints on deposit last year have re-
of radio programs for some twenty Emerson Jr 1 610 quested the return of those prints
New Films Released
years has removed the novelty. It
Vine Street 3 150 for the current school year: some People Come First is the title of
was necessary, therefore, to put Ross 1 507 have requested additional prints. a significant new 16 mm. motion
much more in the picture than a 3 Coronel 2 500 All the state visual services have picture in color and sound now be-
story of program broadcasting. Ac- Virginia Road 5 209 requested the films again, and some ing distributed by the American
cordingly, the subject is introduced Yorkdale 1 245 have requested additional prints to Transit Association to bus and street
with an historical sketch of radio \^oodcrest 4 1.32 meet the demand. We do not have railway companies throughout the
utilization during the past twenty 4 Burbank Jr 5 246 audience reaction reports on films country. The movie is designed for
years. The audience is then taken Ascot Avenue 6 552 circulated by these agencies, but we a 30-minute showing to local busi-
through parts of the famous Carson Street do receive direct reports covering ness and civic groups by city tran- J
NBC 1 163
studio tour, where artists and an- Corona 4 170 films otherwise distributed. Some of sit companies. I
nouncers are at work. The final 5 San Pedro High 8 360 these, selected at random, might People Come First portrays the I
third of the reel utilized many of Riis High 7 450 well illustrate the generally favor- lifeand growth of .'American cities, ^
the tricks of
photography to present and the part played by public trans-
in montage sequence all the steps portation in the daily travels of

and coordinated activities involved city people. Main theme of the

in the preparation of a big program. picture is that people are more im-
The final sequence closes with the portant than vehicles, and that all
90-picce NBC Symphony Orchestra sound efforts to correct traffic con-

playing the Introduction to Act III gestion must take this fundamental
of Lohengrin. Here, again, the fact into account.

montage treatment by Slavko Vor- American League

The official
kapich added materially to the in-
baseball movie for 1941. Balling
terest value of the film.
.4round the .American League, has
It would seem from the above that lieen announced and is available for
Television might have been neg- showings after January 1st. .Address
lected, but such was not the case. It is
requests to Lew Fonseca. Promo-
thorough in its treatment of certain tional Department. American
phases of the subject, limited only League of Professional Baseball
by the usual limitations of film foot- Clubs, 310 South Michigan .Avenue.
age. This brings to mind another Chicago.

[20] Business Screen

mum Two New
TRIIIS RETAIL RUG
Technicolor Slidefilm Programs Are Presented at Educational Meetings
^WMM
• coNSiLTATiONS with many retail
rug buyers and salesmen, as to the
most needed types of sales training
material, have resulted in the pro-
duction of two sound slidefilms in
color hy the Charles P. Cochrane
Company. The films, recently com-
pleted, will be shown to groups of
floor covering salesmen, executives,
and training directors and decorat-
ing staffs in leading stores. Meet-
ings have already been scheduled
in many stores throughout the
country.
The two films, entitled Crajls-
manship and Sale-ing Orders, are a
part of the Cochrane Company's
program of closer co-operation with
"the man on the firing line."' the
retail salesman who is the ultimate
contact with the consumer. Each
Mr. J. W. Dii}inu-ay, General Sates
of the films consumes fifteen min-
Manager for Cochrane, talks to R.
H. Macy salesmen at the recent utes on the screen. \^liile each
meeting described in this issue. film is complete in itself, together
they tell the full story of the pres-
entation of quality to the public.
Craftsmanship, the first slidefilm.
takes up the quality points of Coch-
rane floor coverings, a subject
rather technical in nature, but han-
dled in a simple and practical
fashion. Vihile many of the scenes
are laid in the Cochrane mills, the
film is not in any sense a "tour
through the factory."' The entire
emphasis is upon plus-points of
quality which will provide a useful
background to the salesman in qual-
ifying as a floor covering expert in
his contacts with customers.
Sale-ing Orders, the second film,
shows how a typical successful re-
tail salesman meets the various
types of customers who provide his
bread and butter. In the course of

{Above) .\liss Rosemary Fisk, Cochrane'^ Retail Merchandising Coun-

sellor, discusses a film, and (below) R. H. Macy salesmen listen atten-
tively at the recent New York meeting. (Pictures by L. K. Hagaman.)
 — —" "

BURTON HOLMES FILMS GET RESULTS! FILM PREVUES phy by Floyd Crosby, aerial photog-
raphy by Albert Wetzel, editing by
Review Pvotes un Mew Pacific Gene Milford. Commentator was
Coast Films — by H. L. Mitchell John (Bud Hiestand, announcer
I

for Burns and Allen, and Lucky

Originally planned to capitalize
Strike. Herbert E. Dow was unit
on a widespread interest in aviation,
manager. Henri Chappellet associ-
and now singularly timely because
ate producer.
of the even greater concern for na-
tional defense. Look to Lockheed Rockett Completes 27
for Leadership is best characterized
Frederick K. f^ockett. Hollywood
by one of the commentator's lines:
commercial producer recently com-
—
"A success story modern, exciting,
pleted his 27th picture of the past
typically American."
\»*- On the theme that "Man is no
year including 14 slidefilms for
ti» longer eartbbound." this new film,
Richfield Oil Co. of California for
dealer and personnel training, on
opening with a series of sweeping
the idea of "converting the casual
"The Best x\dvertisiiig

^ — Inves^tiiieiil panoramas, utilizes a 40-year-old

We Have Ever Made
To show highway
ers, engineers and contractors
buyer into a steady customer:" two
print of the Wright Brothers' first
for Rio Grande Oil Co. along simi-
takeoff at Kitty Hawk, then goes on
The Ausfin-Y/es^ern Road lar lines, and one for Standard Oil
Machinery Co. Aurora, W. to picture some of the personalities
of California; two for Day and
who have established records with
Night Water Heater Co., one of
Lockheed aircraft: Lindbergh. Wil-
them in Spanish for South Ameri-
conintission- Burton Holmes Films get results ey Post. Ruth Nichols, Sir Charles
not only for manufacturers of can promotion a point-of-sale con-
:

Kingsford-Smith. Amelia Earhart.

exactly how the Austin- Western
'*99" Power Grader operates,
Burton Holmes Films, Inc.,
early tliis year, made for the
Austin-Western Road Machinery
Company a 12S0 foot sound mo-
lion picture in Kodachronie.
This film according to Mr. H. F.
Barrows, Advertising Manager,
not only made a tremendous hit
at the Chicago Road Show but
*^has kept right on doing bigger
and better things ever since
.
We that it would be con-
feel
servative to slate that the film
road machinery' but for makers sumer slide-film for Firestone Tire
of glass, steel, farm implements Howard Hughes.
& Rubber Co.: a motion picture for
and many otiier products which One new sequence is yet to come,
can be sold more efficiently with California-Oregon Power Co.. insti-
an insert near the close which will
motion pictures or slidefilms. tutional in scope and giving rate
show a group of Lockheed bombers
justification: and three color motion
// you also want industrial or
in formation, and the firm's newest
institutiitnal films with more pictures for Van Camp Seafood.
selling power^ write today for plane, the P-38. which will tell the
suggestions. story of the "wings of eagles, wings
of progress. Training R119 Salesmen
OTHER RECENT BURTON HOLMES
Music is used judiciously through
. .
INDUSTRIAL PRODUCTIONS (Continued from the previous page)
the running of the dropping
title,
"Power That Pays," make a good showing for himself
for J. I. Case Company out. then, for the typical sounds of
. . .

the industry and the commentators and consequently paid more atten- J*
has been entirely responsible "Hitching the Iron Horse,"
for at least ten sales: has been . . . for Johnson Motors voice, and resuming near the close tion to what was going on. B
largely responsible for another After a short recess the second
ten or fifteen, and has simpli- "Yours for the Taking," and carrying through to the end.
fied and speeded up the making . . . for the Oil Industry Shot on 35 mm. stock and re- picture was shown. As a contrast
of many others . We
feel that
. . "Siren," duced to 16 mm., the film will run to the first picture, this one was
the film is the best advertising . . . for the Wisconsin very light in tone, parts of it were
investment we have ever made." Conservation Department about a half-hour with the new se-
quence inserted. Planned for a year quite humorous and got a good
before production got underway, laugh from the guests. Miss Rose-
shooting required two weeks at the mary Fisk. Retail Merchandising
BURTON HOLMES FILMS, INC. plant, about three days total in the Counselor for Cochrane conducted
the second quiz, which was based on
PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY air.
Shirley Burden. Tradefilms
C. selling points.
7510 North Ashlond Avenue • Chicago • Telephone ROGers Park 5056
president, directed. Narration was The department manager from
handled by \^'alter \^ ise. photogra- Macy's closed the meeting by ex-
pressing his appreciation and ex- B
pressed the keynote of the meeting:
This coming year most of the carpet
MAILING LISTS companies are going to feature to a
greater extent than ever before floor
GET OUR FREE covering which is made of half
REFERENCE /\n ultra-modern rayon and half wool. Cochrane has
decided that they will stick to all
hostelry in the wool, although frankly, was said
MAILING heart of Chicago that it might be necessary
it

to change
LIST CATALOG
over if the competition cannot be

FREE met bv the quality story which Coch-

rane tried to get across to the Macy
salespeople. Macy wants to feature
Gives counts and prices on occurate guaranteed
nnailing lists of all classes of business enter- all wool. too. he said, and he hoped
—
prises in the U. S. Wholesalers Retoilers
Manufacturers by classification and stote. Also
hundreds of selectioris of individuals such as
professional men, auto owners, inco.ne lists, etc.
B>U4rM]UMJk that the salesmen
what they had learned
would remember
at this meet-
Write today for your copy
HOTEL ing.
Meetings have been held in many

R.L.POLK&CO.
BIdg.—
Polk
Emil Eitel-Karl Eitel-Roy Steffen
parts of the country on
same basis. Mr. L.
much the
K. Hagaman.
Detroit. Mich.
Branches in Principal Cities Cochrane's Sales Promotion Mana-
World's Largest City Directory Publishers
ger, has conducted many of these
Mailing List Compilers. Business Statis-
tics.Producers of Direct Mail Advertisi' ~
meetings.

[22] Business Screen

 I

Studi'haker's Thrce-Dimcnsiomil {•rcsentalion at the New York Automobile

Shozc Jivs stayed in this modern theatre designed by the Ivel Corporation.

A NEW FEATURE SECTION OF

BUSINESS SCREEN DEVOTED TO

and COIOR VISUAL IDEAS & PROBLEMS

Notes for Your Idea File:

WITH A NEW 3 - Dl M EN SION AL PROJECTOR
NEW EASTMAN REPEATER KODASCOPE: recently

• First glimpsed at a series of cluding Marshall Field & Company, announced by Eastman Kodak Company provides for
nationally-staged department store in Chicago, and Joseph Home automatic repeat showings of 16 mm. films with a time
(Pittsburgh I. Stix-Baer (St. Louis). interval between each showing. Intended especially
shows sponsored by Jantzen and all other
and Blooming- for use In shop windows, exhibition booths and
arranged by W. L. Stensgaard & Filene"s I Boston I.
places where a motion picture is to be shown at regular
Associates. Chicago display design- dale's in New York City, they fea- opera-
intervals without the continuous attention of an
ers and builders, was the series of tured ten "product" pictures and
tor. Projects any 16 mm. film up to 400 feet or any
striking new three-dimensional twenty-three other full-color views desired part of the film . then turns off lamp and re-
. .

scenes in color which virtually of travel scenes, etc. winds Itself as the crowd changes and then auto-
. . .

"stole the show" from the lovely The projector utilizes the Pola- matically opens another projection cycle. No cutting
principle for dimensional or loop splicing of film required; small adhesive
rubber
models who paraded the 1940 Jant- roid its

zen bathing suit line in person. effect (see diagram below! and re- pads simply pressed Into position near start and end of
quires the use of Polaroid viewers the reel. These pass between small rollers and ac-
Made possible and practical for
tuate electric relays, thus starting or ending the pro-
the first time through the perfection by the audience. The unit itself is
jection cycle. Should the film beak or lose Its "loop"
of the new Real Life Projector by continuous in operation and show-
projection stops automatically and immediately, pre-
the Three-Dimensional Corporation ings average about thirty scenes
venting film damage. Repeater Kodascope Is identical
of New Holstein. Wisconsin, these each. During the New York \^ orld's
with Kodascope G
plus new repeat mechanism.
life-size scenes possess an uncanny Fair was the featured attraction
it

realism and depth in addition to of the Canadian National Railways TRANS-LUX NEWS BROADCASTS: used recently in

the Nash Automobile Show Exhibit designed by Ivel

breath-taking color. Shown to ca- exhibit where a 33-scene showing
Corporation Is becoming increasingly popular as the
pacity audiences at eight stores in- Canada's Enchanted ff indoif pre-
attention of the nation remains focused on late news
sented tourist attractions.
developments here and abroad. Smart exhibit (pictured
The most recent and on "Auto Show" page in this number) used newspaper
conclusive demonstration pages as background with illuminated news tape pass-
of this equipment was ing immediately over them. Tleup between "News"
given at the New York. and the 1940 Nash timely.
Detroit and Chicago .Auto- in the Chicago Automo-
BALOPTICON HITS TWICE:
mobile Shows month.
this
bile show the reliable Bausch & Lomb Baloptlcon projec-
At the New York show. tor was used by Nash and Diamond T in continuous
dis-

Stuilebaker constructed a plays. Nash showed animated technical illustrations of

special theatre ( sec Its newest mechanical features.
Diamond T showed
above for a six-minute
I
equipment In action in the Truck exhibit section.
showing and ran up an WINDOW SHOWS FOR ADLER-ROCHESTER: New
audience total of 33,000 store window showings being Installed by this national-
persons within its doors. advertising manufacturer of quality mens-wear are
iCont. on next page) built around a continuous slldefilm showln(3 featuring a
short dramatic skit. The displays are fully automatic
niaiiram illustrates the Pola- with the rear-screen as a centerpiece of the windows.
roid principle of i-dimensiim-
and viczfing. DeHaven Iconovlsor equipment carried the strips.
al projection

(23)
Nlmber O.ne • 1940
 trate the possibilities of the unit. molten iron from foundry cupolas
program
Stiidehaker's opened and another shows the pouring of
with scenes from American Jubilee, cylinder blocks; machine shop,
the New York Vlorld's Fair show, body welding, motor assembly line,
presenting the Studebaker horseless and the "doll-up" line are other
carriage; it moves onward through scenes shown in three-dimension and
a series of historical pictures to the color.
present whenshows Studebaker
it The programshifts to outdoor
engineers gathered around a table scenes which introduce the 1941
"seeking new ways to build finer, Studebaker models in a variety of
more economical . . . automobiles settings, including airport, farm,
.""
for you . . home, campus and tourist locations.
Breath-taking interior pictures in Colors show the combinations fea-
the Studebaker SouthBend factory tured on the new cars in settings
show dynamometer room, a car
the which enhance these beautiful tones.
in the "cold room" and the new Viewed in three-dimension, they
Champion model on a chassis dy- have a quality of realness that
namometer undergoing tests. One leaves audiences with a very real
of the best scenes is one of pouring feeling of pleasure and amazement.

PRINCIPLES OF THREE DIMENSION PROJECTION

1. Three Dimension Vision. filling in the sandwich appears to be

a. Three-dimension vision is the transparent; it forms a matrix for a

natural or lifelike way of seeing. great number of tiny crystals so —
Either eye alone sees height and small that they cannot be seen un-
width only. When viewing an object der a high-powered microscope all —
with both eyes we see it in solid linedup side by side, so that the.v
{Above) The Real Life 3-dimensioyial Projector vserl in Studebaker, DeSoto, form because of the eyes being a behave like a single large crystal.
jnntzen, Crane and Elgin showings has been steadily improved during its few inches apart and focusing on a The effect of the Polaroid filter is to
many years of research and technical development. point some distance from the body. comb out the vibrations in a light
This angle formed by the eyes being wave, so that instead of vibrating
THE STUDEBAKER SHOWING pictures in color with an accom- a few inches apart enables us to see helter-skelter at all possible planes
panying lecture and music syn- the third dimension, or depth. Vision at right angles to the direction of
^
For the first time, the Studebaker
chronized on a recording. It is the in three dimensions is the ability the light wave —
the situation which
show at the New York Automobile wide variety of subjects presented to see the relative positions of ob- exists in ordinary light —
the vibra-
Show presented three-dimensional in this 28-scene program that illus- jects accurately. tions are all straightened out and
vibrating in planes parallel to each
b. Most of our present impressions
(Below) Typical of the newspaper advertisements used to annnoitnce 3- other.
of distance and of space arise from
dimensional showings is the Joseph Home department store copy which
appeared in Pittsburgh papers last year. The vieiver shown below illustrates the fact that we see simultaneously 3. Method of taking atid vieiving
how this essential feature may be used as a promotional advertising piece. with two eyes. The view seen by three dimension pictures.
one eye is always slightly different In taking polaroid three dimension
from that seen by the other, simply pictures, thereis no change in the

because the two eyes do not coincide taking of the pictures, except that
OF with each other. Through life-long two simultaneous pictures are taken
F«ST PRESENTMION experience our brains are trained to of the eye-distance apart.
screen,
interpret the minute differences be- The camera, other words, looks
in
tween the two views in terms of at the scene just as a pair of human
space and distance. eyes would look at it.

c. Each eye really sees a different In showing, the two views are pro-
jected on the same screen, one over

POLAROID view of the subject, since the eyes

are spaced about 2 '2 inches apart.
The brain molds the image produced
by both eyes into a single picture,
the other. Each image is polarized
by projection through Polaroid discs,
set in such a way that the right eye
image, us say, reaches the screen
let

LIFE PICTURES allowing us to perceive depth. This

phenomena can be easily conceived polarized vertically, while the left
if we look at an object, closing one eye image reaches the screen polar-
eye, then the other, in which case ized horizontally.
photography-
width are
J
prov.ded
1
monrdinary ^j^^jjoN-
•

it will at once become apparent that In \'iewing, the audience, supplied

Height and the actual field seen by each eye is with Polaroid glasses, with the
S. <hrough
p„TH-is
I'0^f°;t::rS
we th
achieved, and
canyon, Niagara
see
^,^,^,ie,_-places,
different. lenses set at corresponding angles,
sees one image with the left eye, the
as 2. Polaroid Light Control. other with the right; each eye sees
y,,U, famous and color--,ust
^^'^-.X!^^o..
and pcople-m
three
^h,ch we are Light has two fundamental proper- one picture and one picture only.
objects,
This '-- -^^ ,".0 photography
what ties. The first of these is the nn7n~ The process is complete the left —
n'reaUty.
/,r>/ ml^. j^ ^b;_8
d,„onstrat>on and
ber of vibrations per second, or color eye sees what the left eye would
pov,legedtoshow :_^^^^ as the layman knows it. The second ordinarily see if it were present at
to rad.o.
S" '^>-
^^^,„
„p,nence or
television is
fundamental property of light is the the scene of action, and the right
comparable to >o
enioy a thr.ll direction in which these vibrations eye sees what it would see. The
aeroplane flight. ,.,U occur. Ordinary or unpolarized light brain is free to convert these im-
f.r'st ^^^^^^.^ ^^^.^^^^^^
of vibrates in all directions to a plane pressions into a feeling of depth and
the mventor ^^^^^^^^ ^^^ ^^,,,,,,
Robert B. Brost, and at right angles to the direction of its true realism. When you see Polar-
demonstrauon
conduct the travel. Plane-polarized light is so oid Three Dimension pictures, they
controlled that the vibrations all lie will be natural and complete. You
along a given line in this plane. will feel that the subject is not sim-
Polaroid light control filters consist ply visible on the screen but actually
fzen of a lamination of transparent film
set between pieces of glass. The
there and that you could actually
walk up and touch it.

Business Sckee.n

NEW FASHION FABRICS ^5kt^UVA-VtLVAA

 Auto show visitors thronged the 1941 DeSoto three dimensional color showings.

VISUAL SHOWS GET THE CROIVHS

^ Display designers had a field day at the New York. Chicago and Detroit

Automobile Shows by Hlsiness Screen's editorial observers. V^'ith

visited

sleek, shining streamlines of the beautiful 1941 body styles as their inspira-
tion, the exhibit builders constructed .settings that fairly glittered. In many of
these theyfound visual presentations of inestimable value, particularly
because of technical improvements such as Oldsmobile's Hydra-Matic Drive.
Chrysler's Fluid Drive and similar mechanical advances dilTicull to explain.
Motion pictures v\ere especially useful in the Plymouth exhibit. When
observed Chicago there were four continuous projector units in use and
at

attracting numerous watchers for the showing of color sequences of approxi-

mately three-minutes each. Each of these was displayed above a 1941
model car on a screen built into the exhibit background. Oldsmoliile and
Hudson also employed motion pictures: both of these particularly empha-
sized new automal'c transmission features. But slide presentations had
their innings at Chicago and Detroit, with DcSoto's (at New York it was
Studebaker) thrilling three-dimensional color Polaroid showing as the key-
note. Continuous slide projection helped sell 1941 Nash features and a
similar unit was used by Diamond T for a truck demonstration. In the
truck exhibits at Chicago and Detroit. I5i.<iNESS Screen viewed the Dodge
l)reparedness sound movie. Army on Wheels, which was shown continuously.
Packard also employed motion pictures.
A little different than the rest was the Nash exhibit featuring late news
Hashes projected on the familiar Trans-Lux equipment. One of tlie cleverest
"news" angle
of the show, this Iveldesigned rxliibit was built around the
with the 19M Nash breaking through a background of newspaper front-
pages. The Trans-Lux keyboard operator interspersed "'commercials with
upto-theniitnite news to maintain a high degree of visitor interest.

iHilnii) Oldsmobile motiies showed the advantages of the Hiidra-.Matic l)riie.

(,Toi>-above) .4 portion of the Xush exhibit featuring

news flashes ria Trans-Lux eiiniinnent as the kegnote of
the new Nash model. {Below) Father and son I'iew the A,
Hudson motion pictures on a wall screen which was a 'Cixr
popular feature of the Company's Chicago exhibit.

Number 0\e • 1940 T0-90

P
ws ^
 • \5'lTH THE rHONOCHAI'H (unl- his scoUT for movie
library: i

iable one of themost popular ac-

cessories now in use with an in-
creasing number of 16 mm. sound
HGOORDIIGS NEW BOOKS TALE.NT by Clarence M. Shapiro.
[A. Kroch & Son. Publishers. Chi-
cago. I'rice. $1.00.) This 84-page
projectors in the field. BI'SINESS paper-jacketed volume by the mid-
SCREEN takes note of new records ing Annie Laurie. Old Aunl • The film library shelves should
west talent scout for Metro-Gold-
that will keep your record library Dinah. Ride Tenderfoot Ride. now include the 1940 annual edi-
wyn-Mayer Pictures is directed at
up-to-date. Harbor Lights Yodel, etc. Com- tion of the H. ^'. Wilson publica-
the would-be movie star but it
plete. $2.50. tion Educational Film Catalog with
Since RC.A-Victor and Columbia makes good reading for those who
HoosiER Hot Shots (Okeh When ) : its thorough compilation of educa-
Recording Corporation, two of the aspire to appearance in commercial
There's Tears in the Eyes of a tional entertainment and industrial
outstanding producers of discs, also motion pictures or slidefilm work.
make their facilities available for
Potato; Beatrice Fairfax Tell Me releases written especial Iv for
From that standpoint, it also makes
SS's slidcfilm recordings the visual
\^ hat to Do; Okeh also lists new school use but equally useful to
useful reading for tho.se who pre-
recordings by The Prairie Ram- all visual executives.
director watches with interest the pare and direct films as well.
blers. Ted Daffans" Texans. Three Publication of the Filmo Visual
techniques and ideas employed in The author, a successful play-
Sharps and Flats excellent pro- Review began this fall with the
the standard field. It might be well is- wright and attorney-at-law com-
gram openers for men's groups, suance of the first number of this
to mention here that musical re- bines both talents in making a case
meetings, etc. youngest member of Bell & Howell's
cordings of college songs, marches, for the perfection of natural talents
etc.. atslidefilm reproduction speed Dramatic & Specialties house publication family which in- as the first requisites for film suc-
have been made available through cludes the interesting Filmo Topics. cess. As he says "although
Speaking of special, the Spe- the
RCA to open or close the regular cialty Record Co. (N.Y.) is now
now fourteen years old. Filmo ability to entertain compel lingly is
slidefilm program. R. M. McFar- Visual Review is edited solely for usually inborn, perfection
distributing new autographed mo- its is de-
land & .Associates. Chicago supplier educators and will be issued quar- veloped solely through persevering
tion picture star records of 3-
of slidefilm equipment and acces- terly. The first issue contains a effort." In the books contents are
minutes apiece. In the same vein,
sories, releases a list of such re- lead article by \^'. Gayle Starnes. listed the following chapter sub-
the Linguaphone Institute has cut
cordings available. Audio- Visual aids chief of the Uni- jects: Physical attributes, voice,
scenes from \^ alter V^ anger pic-
Here is a selected list of new tures on a series of new discs. versity of Kentucky. pronounciation. facial expression,
popular and classic records for use Columbia's fine recordings by Or- Here are
posture, movement and action, in-
and par-
tw o interesting
on standard speed turntables: son \^"elles and the Mercury ticularly useful works which every
terpretation, personality, training
Theatre now include '"Macbeth." and experience, audition material
film executive might well add to
New Classical Discs and. finally, some business obser-
Columbia Masterworks Albums: vations.
Sibelius: Symphony No. 2 in D It might be pointed out that the

Major. (5 12-inch records. The ) book would make an excellent holi-

Philharmonic Symphony Orches- —
day gift any producer might well
tra of New York. Complete with send it to a client who insists on
album. $5.50. picking the types for his pictures.
Ravel: Quartet in F: Budapest
Burnford's Technical Book
String Quartet. (4 12-inch rec-
ords.) Complete with album. FOR AMATEURS by Paul
FII.MIiXG

$4.50. Burnford A.R.P.S. [Pitman Publ.

Corp.. New York. $3.50). Paul
Grieg: Peer Gynt Suite I No. ll.
Burnford's wide experience in the
(2 12-inch records.) Complete
photographing of natural material
with album. $2.50. London Phil-
and his contributions to the field
harmonic Orchestra.
of the documentary in England are
HUMPERDINCK: Hansel & Gretel
reflected in this volume. Forget
Suite. (3 10-inch records.) Col-
about the ".Amateur" tagline. this
umbia Broadcasting Symphony.
volume has plenty of good sense
Complete with album. $2.75.
for the well-worn professional for
Victor Musical Masterpiece Al- certainly the author hasshown us
bums: Beethoven: Concerto in D plenty of new camera angles in his
Major. Jascha Heifetz. Violinist; own activities. The book is closely
Arturo Toscanini and the NBC integrated with Filming for Ama-
Symphony Orchestra. (5 12-inch teurs, an instructive 16 mm. motion
records.) Complete with album. picture produced under Burnford's
$5.00. direction and available nationallv
Pictures at an E.xhibition (Mous- from Bell & Howell dealers or from
sorgsky-Stokowski Leopold Sto- I :
this projector manufacturer direct-
kowski and the Philadelphia Or- ly through the Chicago offices.
chestra. (4 12-inch records, i

Complete, $4.50. Townsend's Film Plan

• The Townsend Organization has a
On the Lighter Side
number of slidefilm circuits
popular & semi-popular REtOKllS throughout the country, and has
A Christmas Fantasie Colum- (
been in the process of establishing
bia) by the Columbia ChildrcnV
:
a minimum of 100 motion picture
Music-Story Group. (3 10-inch circuits all over the nation. These
records.) In album. $2.00. circuitsuse the 12.500 Townsend
Barber Shop Melodies (ideal for Clubs as a nucleus. Each circuit
men's groups, etc. Columbia I :
covers a group of 20 towns and
Popular Records. Flat Foot Four. showings are made every night in
Four Records in .Album includ- the month.

[26] Business Screen

Sa0^
til
yOUR fX«/8'T
W/Ttf

POLAROID 3-DIMENSIONAL PICTUHeS

The NEW Dramatic Way to Show
SHOWN True CONTOURS- True TEXTURE

mAtun To make your

pictuies of
True COLORS
exhibit the "Talk of the Convention," show
your products and plants in Three Dimensions.
Through the miracle of Polaroid' light controlling material and
the REAL LIFE AUTOMATIC PROJECTOR, pictures with depth
as well as width and height can now be shown hfe size.
"Why it is just like looking through a window at the actual
scene!" "The most amazing pictures 1 have ever seen!" "You can
—
almost feel the texture of that upholstery." These were typical
comments heard at the recent New York, Detroit and Chicago Auto
Shows, where Polaroid Three Dimension pictures of Studebaker
and DeSoto cars were shown. In other fields, Polaroid Three
Dimension pictures of Elgin Watches, the Crane Company plant,
Jantzen Swimming Suits, and the scenic beauties along the
Canadian National Railway, have produced equally amazing
audience reactions.
All of these Three Dimension pictures are shown lite-size by
the REAL LIFE AUTOMATIC PROJECTOR. This powerful equip-
ment has ample illumination to bring out the full beauty of colors.
The pictures can be shown by remote control or by automatic
projection. The projector can be set to show a tray of from 5 to
35 pictures automatically at pre-determined intervals and to re-
peat the entire sequence continuously hour after hour.
If you want your trade exhibit and traveUng shows to be

outstanding in eye appeal in 1941, send now for full details of this
dramatic new method of visual presentation and ask for the name
of the nearest producer-dealer. Use the convenient coupon.

BRILLIANT REALISM IN PROJECTION

For black and white or color slides
Brilliant life-size pictures up to 12
• AC or DC operation
Tray capacity, 35 pairs of three
SEND FOR DETAILS NOW!
feet in size
dimension slides or 70 conven-
tional slides.
THE THREE DIMENSION CORP.
Projects any number of slides from ,
Automatic or push-button control Depl. 12B. 1162 Merchandise Mart
5 to 35 Chicago. Illinois
No handling or finger marking ot
750 watt lamps are standard slides Send complete information on how we can adapt Poloroid Three
7. .1/ A',- 1. r. .V. Vat. Off . by l\>l,ii,>ij Coi-foralion Dimension Pictures and the REAL LIFE AUTOMATIC PROJECTOR
to our selling plans in 1941.

Name
THE THREE-DIMENSION CORPORATION
Firm Name..
Salts Office: 1162 MERCHANDISE MART, CHICAGO
Address
Factory: NEW HOLSTEIN, WISCONSIN

Number One • 1940

 With the turntalile running at
phonograph speed, each revolution
causes twelve frames of film to pass
through the film gate. At transcrip-
tion speed, twenty-eight frames of
film pass during each revolution of
the turntable. Unlike other syn-
chronizing arrangements which em-
ploy separate synchronous motors.
• W'ai.t Disney's Fantasia, dis- Records Synchronized the Syncrosound System locks the
,cu6sed in bi'Siness screen many With Motion Pictures speed of the film and record to-
months before this month's New Presto's new Synchrosound equip- gether instantaneously at the start.
York premiere, marks another great ment is now available for the ad- There can be no difference in the
forward step in the field of sound vanced amateur and for the semi- starting time of the turntable and
reproduction. The "three - dimen- professional reproduction of sound camera. This is an absolute neces-
sional" sound effects achieved with films at low cost. Recording sity for making perfectly synchro-
through the use of multiple-record-
ing of sound tracks and synchro- Complete Sound Trucks
nous reproduction on speakers Available atLow Cost
placed to achieve a "space" effect -A fleet of sound trucks (see
in the auditorium cannot be ade- above I. fully equipped for public
quately described but must be seen. address and sound motion pictures,
are now being offered to film show-
New 35 mm. Color Method men and industrialists who may
have use for this type of equipment
Apparently far-reaching in its
for road-show promotion, adver-
possibilities for reducing produc-
tising, or educational work.
tion expenses, Cinecolor, Inc., Bur-
The fleet was used by one of the
bank, is now blowing up 16mm.
major political parties during the
Kodachrome to 35mm., using a presidential campaign and was es-
is no
reversal process so that there |»eciallv constructed for that pur-
grain,and the 35mm. prints are as pose. Although used a compara-
sharp as though they had been tively short time, each truck con-
photographed originally on that tains the following:
stock. Past the experimental stage, ill A DeVry "Interpreter" 16
this work is now actually being mm. sound movie projector: (2)
done for several producers, accord- 20-watt DeVry amplifier; (3) elec-
Syiu-hrosoiiiidrcfroductinn Cipuj^mciil (1) Unit zvith Bolcx 16 mm. camera:
:

ing to President A. L. McCormick. tric phonograph; (4) 2 dynamic

(2) with Amfrosound Irojcctnr; (i) Keystone; (4) Filmo 8 mm.; (5) B &H
Use of a 35mm. sound system and 16 mm. silent [Tojector: (6) Comflete eqni/'menl; (7) Turntable unit: (8) microphones and stand; (5 Phiico I

sound track is essential, however,

Turntable &
Victor projector: (9) Recorder and dubbiny turntable (10) Same auto radio: (6) 6x8 beaded roller
for clarity of effect. The principle screen; (7) DeVry mixing panel
of Cinecolor's Dual Amplitude track equipment is synchronized with nized talking pictures. for radio, phonograph and micro-

which permits direct proportion special camera attachments avail- For projecting pictures, the same phone; (8) 3-way horn and speak-
reduction of the 35 sound track to able for most 8 and 16 mm. cameras cable which connects to the camera er assembly on top of trucks: (9)

and projectors. transferred to a commutator films projected from side or rear

16mm. is not applicable here. is

Synchronization between the discs which mounts on the threading of trucks: and (10 1500 Watt 1

and film is accomplished by means shaft of the projector. Kohler Generator to operate all of
of two six segment commutators Movie makers who do not wish to
the above equipment.

FEATURES of with revolving brushes. The master invest in a recorder can have their According to our information,
commutator mounts on the turntable records made at a recording studio. these units are available at greatly
FILM PROTECTION shaft making the brush revolve at Narrative comment, music and reduced prices and we bring you
standard phonograph speed (78 sound effects are recorded as the the news for what it's worth. Ad-
INTERNAL SOFTNESS.
To rctiif htat end dry air.
RPM. The turntable unit contains picture viewed on the screen and
is dress DeVry. 1111 Armitage .\ ve-
EXTERNAL TOUGHNESS. a gear train which also revolves the the records played in synchronism nue. Chicago, for further details.
I To rciiit icratchat and staint. brush at 78 RPM when the turntable at home. The turntable Syncro-
SURFACE LUIRICATION.
Announce New Screen Line
is running at speed
transcription sound unit can be attached to any
To rasist waar and iprockal-j Motion Picture Engineering Com-
(33i:i RPM) speed used for
the home phonograph or record playing
4 .
PERMANENT IMRRE6NATION
To raiijt loji « <f prottction in claani recordings which play fifteen min- attachment for projecting the sound
pany. Detroit manufacturers and
designers specializing in commer-
utes continuously. pictures. \^hile it is not possible
impregnations. wi»ii SEPARATE ciiemical
cial film and photographic appara-
vapors, each doing its SEPARATE job. give For making pictures, the turn- to obtain lip synchronization of di-
you eHective 4 FEATURE FILM PROTECTION commutator is connected by tus, announce development of a
table alogue unless the recordings are
against CLIMATE. WEAR, SCRATCHES. OIL.
means
• new line of portable .screens.
DIRT. WATER and FINGER MARKS. of an eight wire cable to an made while the picture is being
« * *
electric camera drive unit consist- filmed, synchronized sound added
Belter Photo Finithert Offer
VapOrate protection for <li/( ing of a similar commutator and later to a silent picture adds greatly AuDivisiON, INC. and Lither
negatireM, revolving brush, a small electric to its entertainment value. Reed, inc., announce that effective
motor and a shaft which engages Syncrosound units are now avail- November 1. 1940. the two organ-
with the film moving mechanism of able for Ampro &
projectors. Bell izations will be associated in the

vapJQLrate the camera. Power

camera motor through the two com-
is fed to the Howell 8 mm and 16 mm cameras
and projectors, Bolex cameras. Key-
saleand production of commercial
motion pictures and slidefilms.
VAPORATE CO.. INC. BELL L. HOWELL CO.
mutators in a series of time im- stone 8 mm camera and projector Each company will maintain its
imi Li
Chli
pulses which keeps the speed of the and the Victor 16 mm camera and own identity but will utilize freely
716 Na.
record and film in exact relation- projector. Units can be supplied the staff and facilities of the other
ship. for oilier makes on special order. company.

[281 Business Screen

 lo*^ Interna-

EQUIPMENT REVIEW SUPPLEMENT

Film Shipping Cases
A most practical and safe way to ship
or carry film is by the use of Fiberbilt

cases. The outstanding feature is the

patented address cardholder which
gives positive protection from loss while
in transit. The address card is securely
locked in place and in order to remove
the card, raise locking spring and push
out. The address cords are especially
divided to give space for express labels
or postage stamps, names and ad-
dresses. The cases are made to (it the
400 ft.. 800 ft.. 1200 ft., and 1600 ft,
reels in any desired capacity and are
also made in special sizes. These Fiber
bilt cases are made in both the vulcan-
ized and non-vulcanized fibre, water-
proofed inside and outside, and are
equipped with heavy handles, steel
corners, heavy straps, and are built to
withstand long wear and rough usage.

Projection Lens
The DeVry "Brillante" lens is standard
equipment on 35mm theatre projection
installations by this Chicago projection
manufacturer. Such outstanding theat-
rical users as Balaban & Kalz Theatres
are equipped. Increased diameter and
a new optical formula has produced a
lens giving 40 to 50°o more light. Ad-
dress DeVry. 1111 Armitage Ave.,
Chicago for prices and descriptive
literature.

Film Storage Rack

Typical of the extensive Neumade line

of film storage and handling equip-

ment but not included in the previous
Equipment Review pages because of

limitation of space is this large open

film rack. Individual shelves (RK-4)

hold ten 400-foot reels or (RK-16) eight

800-foot. 1200-foot, or 1600-foot reels
each. They may be built up in open
sections or within closed cabinets, such
as the Innovation or Combination Units.
Address Neumade Products Corp., 427
West 42nd Street, New York for prices

and complete catalog of these and other

storage and handling accessories.

Projection Tilt Table

Another Neumade product that has
found considerable favor in the film
field is this sturdily-built projector table

of heavy gauge steel with two rigid

shelves for reels, projector case, etc.

Top will any angle up to 10"

tilt to

rise smoothly and evenly by two sets

of spiral gears controlled from single
hand wheel. Size 30" long, 16" wide,
36" high. Available with ball-bearing,
rubber-covered casters S6.00 extra.

KEYED PRICE

Number 0\k • 1^)40

 — :

MEAT and ROMANCE

IN CONSUMER FILM
iCuntinitril from I'tiffc 12 I

of these attractive but lesser-kni>un

cuts of liecf. pork and Iamb.
So Pegg>" leaves the market con-
vinced that buying meat can really
be fun. But she wonders in — fact,
she asks Sue if cooking meat is as
much fun.
Pctfjiy iiiul Su^- ;.,;.! oj
This takes us into the second se-
quence in which Sue keeps up the
the butcher's trade from McCabe

good work by assuring Peggy that

meat cookery really isn't difficult if which explains the loss in weight;
'

a few fundamental rules are mas- and that enough meat to serve eight

SLIDEFILM tered right at the start.

ner.
.\s thetwo girls prepare the din-
Sue takes advantage of the op-
portunity to explain these rules, the
people was sliced off the low tem-
perature roast and
not —
believe it or
there was as much meat left
as in the roast cooked at a high
—

PROJECTORS most
that
important one emphasizing
meat should always be cooked
at a low temperature.
temperature.
\^ell. we'd better
here because Bill gets in front of
hurry along

WIN THE BUSINESS VOTE The magic eye and ear of the the camera and wants to know
When executives say, "We want S.V.E.," they do so be- camera catch Peggy's sigh of relief when dinner going to be ready.
is
cause they know what kind of a projector they are going when she hears Sue's comforting Isn't that a man for you every time?
to get. Made by the originators of the Standard Shdefilm voice saying: "Meat cookery isn't .And Presto! It is ready and on
Stereopticons, S.V.E. Projectors have been serving indus- complicated. Actually, there are the table! But when Bill gets
trial film users for more than 15 years. S.V.E. Projectors
today are standard equipment in all leading sound slide-
only two ways to cook meat — by around to carving the roast, he
dry heat, and by moist heat." wishes he hadn't been in such a
film units. There are S.V.E. Projectors in styles for every
Peggy gets a pencil and note pad hurry. So before you know it. se-
requirement, from 100 watt units for contact salesmen to
300 watt projectors for the largest audience. Write for "How to copy down this welcome bit of quence three is on the screen
to Show It" folder and name of nearest producer-dealer. information. It might come in designed to interest the men folk
handv later on. as well as the wives.
Sue continues: ""The tender cuts Sr.. speaks up to give
Dr. Allen.
SOCIETY FOR VISUAL EDUCATION, INC. are cooked by the dry heat meth- Bill a few tips he picked up while
100 EAST OHIO STREET DEPT. Il-B CHICAGO. ILLINOIS
ods, either roasting, broiling, or watching an expert put on a meat
panbroiling. The less-tender cuts carving demonstration recently at
are cooked by moist heat, either by the community field house.
braising or cooking in water. " The \^ bile Dad is describing "how
camera fades into a scene in the the expert did it." the camera fades
test kitchen where Sue presides as out to actually show the expert go-

HOTEL the home economist. Sue goes

through the various steps in each
of these cookery methods, explain-
ing through his paces, just as the
voice of Dr. Allen. Sr.. describes.
By the time the sequence is over,
ing as she goes the use of the meat dinner is over. too. and the .Aliens

DHRiiiiam thermometer, why searing a roast

is no longer recommended, how a

roast can baste itself, and that meat

should never be boiled, just sim-
retire to the living
—and sequence
It's
four.
only natural that with two
room for coffee

21 FLOORS OF physicians and a home economics

0U>- OtUR mered, in accordance with the most specialist in the living room, the
OUTSIDE fundamental rule in meat cookery
ALBERT ROOMS — low temperature.
conversation should get around to
health and in this case, especially,
The camera fades —
PICK EACH WITH this time to a test
out again
kitchen in the
the health value of meat.
Listening in on the conversation,

HOTELS COMBINATION
TUB S SHOWER
Bureau of Home Economics
United Slates Department of .Agri-
of the we hear a very interesting and edu-
cational story about the health val-
culture, where Dr. Louise Stanley, ue of meat. Sue and Billand Dad
chief of the bureau, and her co- Peggy the
'^ DAILY
workers are busy on a research ex-
all take turns
and when they have finished
story,
telling

From SINGLE
periment. Peggy knows that meat is a rich
CADILLAC SQUARE Sue's off-screen voice explains source of vitamins, iron, phosphor-
AT BATES STREET that these research workers are us, copper, calories, and protein
comparing identical roasts one — that ph\sicians advise feeding meat
cooked at a high temperature and to infants: that meat should be in-

the other at a low temperature: cluded in both the weight gaining

that the roast cooked at a high and the weight reducing diets: and

DETROIT temperature lost 6^ _> pounds in that all people — regardless of age.
cooking while the \ow temperature sex, or occupation —everybody— as
roast lost only .3 pounds: that there science now knows — thrives on
was 2>.> times as much drippings meat.
from the high temperature roast. \^ell. that sounds like a good

[30] Business Screen

 PERSONALITIES
IllSIf fOMEDV IN
OiN
THE NEWS
PACE 17, BUSINESS
WHY?
SCREEN reviews one of in-
+
STARS
Use our I6nini.
SALES
souiitl-on-(iIni ^liort
dustry's noteworthy con-
triliiilions to film entertain-
ment and education: the
WHY?
siibje<'l!»

films.
and yon
along with >oiir
Votir iiiidiences will be pleased
will be satisfied.
advertising Dodge program. The man
behind the promotion of
this ten-star show is C. V('. Nehel (ahovel.
WHY?
fihii • WHY IS IT THAT, while every effort is
A NEW SERIES promotion executive of the Dodge Division.
Chrysler Corp.. Detroit. Mich.
made to obtain a beautiful negative once the
sample print is seen, so many lose interest
with siii'li drawing power names as: A former theatre
in the quality of the film reaching the public.
Tony Martin, Ruth Kiting, Belly Grable,
executive who was general manager of Com-
munity Theatres. and a director of Wiscon-
Inc..
• THE
SCREENING, being the package
Ruddy Doyle, Ttnii Kennedy, Waller containing the film story, should be as im-
Catlett, Jed Prouly, Gene Austin, Billy sin's Theatre Owner organization, Mr. Nebel's portant to the sponsor as the package con-
Gilbert and others. efforts are currently making it possible for addi- taining his product.
tional thousands of fortunate audiences to see • SCHOOLS and organizations showing
Sparkling Comedies and Musicals this program. sponsored films are invariably critical of

2 reels each — modern and np-to-the- Charles Alton Buck has joined
screening quality. Scratched and "rainy"
prints mar the effect of the picture ana ic-
minule — ihe last word.
contact staff of the Jam ftandy Organization.
the service
flect on the prestige of the sponsor. The
Also many others in our large selec- solution to this problem of presenting a
Prior to his joining Jam Handy. Mr. Buck was beautiful unmarred package is the Recono
tion of entertainment and educational
sales executive with Industrial Pictures. Inc. process.
sound Alms.
Bells has been appointed to the editorial
IT illiani • RECONO rejuvenated film has all the
WRITE /VOr—Exclusive staff of the Handy Organization as a slidefilm "life" of new film. Recono is, moreover,
16nini. s.o.f. Distributors writer for vocational education. Henry Rosen-
exclusive in its field the — removal of
scratches from 16 and 35 mm mm film, both
rialil. scenario writer, playwright and novelist color and black and white.
Xuvlrt, Xu-Art Films
liVC.
has been appointed a member of the sales • RECONO includes a free advisory ser-
convention department where he will apply vice for your film problems.
145 West 4Sth Street
showmanship in sales conventions for business
New York, N. Y. WRITE
organizations operating nationally. Marjorie
McKeoun Player is a new addition to the
'A COMPLETE' creativeand editorial staffs. Mrs. Player is a
AMERICAN RECONO, inc.
VEARS OF SERVICE TO MAJOR HOLLYWOOD PRODUCERS
MOTION PICTURE DISTRIBUTION SERVICE former free lance writer, at one time connected
with the Detroit News as educational editor and
245 West 55th Street New York, N. Y.
In all phases for Theatrical and non-theatrical pic-
tures. The non-theatrical service includes supplying feature writer.
projectors, screens, operators, etc., and transportation.
Associated Sales Company. Inc.. Detroit, an-
King Cole's Sound Service, Inc. nounces six additions to personnel. Gayle Knapp.
formerly convention manager for the jam Handy
PRODUCER DIRECTORY
203 East 26th St., N.Y.C. Lexington 2-6781
named Convention direc-
organization, has been
Local operating points in upper N. Y.~N. J. and Conn.
tor for ASC. George Gladden, formerly writer- r
director with Audio Productions and member
of the General Motors Public Relations Staff, OUAIITY PRODUCTIONS
becomes Technical Director. Carroll Sexton.
BLACK & WHITE & IN COLOR
formerly with Crowell Publishing Company and
U. Rubber, joins the contact staff as specialist.
S.
Herbert Futran. author of radio network pro-
grams Betty and Bob— General Mills. The i<rc)(ru4iJ
—
Shadow Goodrich, Dick Tracy Quaker Oats,
— Division of ^SARRA, Inc.
joins the editorial department. Z,y/e Robertson,
WHItehall 5151 -:- It East Ontario Street :- Chicacgo
formerly with Walt Disney Enterprises, becomes
a senior copy writer.

• tvlotlon Pictures • Slide Films

ALLIED FILM EXHIBITORS, Inc. SAFEGUARD YOUR FILMS • Recording • Animation
672 South Lafayette Park Place Los Angeles, Cal
THEY if LATEST COLOR AND SOUND if
EXHIBITORS OP 16MM. IKDUSTRIAI. ANT) INSIST
PROTECT Loiii Costs W ill Please You
FUBI.IC Bi:i.ATI02TS FII.MS. ON
56 exchang-es serving- 250 communities in the
UMM REELS
Western Trading^ Area.
FIBERBILT AND FILM FILM ARTS CORPORATION
SHIPPING WHILE MILWAUKEE, WISCONSIN
Regional officBs
CASES TRANSIT 717 W. Wells St. Phone Daly Si70
SAK FRANCISCO • FORTI.ANS • SBATTZ.!: IN

16mm. INDUSTRIAL • MEDICAL 16mm.

MR. 16 mm. PRODUCER — in BOSTON see PATHESCOPE
We offer yon covijilete I** FILMING in 16 n n plus color.
MOTION PICTURE PROJECTION SERVICE BLACK S WHITE " tild the local i sit:"
KODACHROME facilities for scorinq
• Projection service that assures your motion \^ I.IIIRARV ntal 61m, 16 mm sound.
pictures receiving- the same careful atten- SPECIAL EFFECTS "^tceeten up the program"
tion to detail and sound reproduction as was
given at the time your pictures were produced,

TRANS-MEDICA FILMS
Serving Chicago and Cbicagoland
all
ART TITLES

GEO. W. COLBURN
SOUND l^ SLKMCE for your Ampro»ound or FilmO!.ound.
"Gel a su-ett shair from your stcett picture"
l^ PROJKCTION service complete.
"Juit give uj the film and forget the details"

4234 Lincoln Ave. • Wellington 6S30 • ChllCAGO LABORATORY PATHESCOPE CO. Telephone
(Nighu and Sundayt tall River Grove 1162WJ II97-B Merchandise Mart CHICAGO 438 Stuart St., BOSTON CO>I 0640

[32] Business Scrf.i n

m THE SOCIAL REQUIREME^S of BUSINESS
///////// t/tf'tf f'.rf ffftfi r r/f//

^ Twenty Nortli Waoker Drive is proud l<* lie

one of the few fine buildings in the country
which offer to their tenants the new concept of
building service . . . club facilities.

In this building are TWO COMPLETELY

APPOINTED CLUBS which give a most
unique and valuable LOCATION ADVANTAGE
. .one that in convenience
. prestige . . . . . .

comfort and profit cannot be measured in

. . .

dollars and cents.

Few clubs in America are more luxuriously fur-

nished than the lounge of the Electric Club on
the 39th floor at Twenty North W'acker Drive.

•ff Just a few steps from his private office, the busy executive whose head-
quarters are at Twenty North V» acker can step into the quiet luvury of his
owii exclusive club. Here, without loss of lime or effort, he and his guests
may achieve relaxation from the day's routine while enjoving a perfectly
serveil luncheon or an uninterrupted business conference. All these re-
quirements of business are thus served without encountering the elements
of weather or of uncertain travel through rush-hour traffic. Luxurious
appointments afford a maximum of comfort AVt'AY FR( KM BLSINESS
CARES.
For group meetings and informal business gatherings, the spacious lounge
and dining rooms accommodate large or small parties. Service from
modern, completely-equipped club kitchens provides a large selection of
Above — Another view of the spacious Electric Club lounge. delicious foods. In the evening hours, DLR-
ING THE OPERA SEASON, the club's dis-

Below — The dining room of the Electric Club, where

tinguished cuisine and service make it a
Chicago's leading executives meet for lunch favorite gathering place for family groups to
meet and dine.

Address All Inquiries to the

Office of the President-—
Mr. J. C. Thompson

In This .Space Next Month:

Other exclusive advantages of
20 North Wacker Drive will be
presented. In the meantime,
your personal inspection of these
facilities is cordially invited.

THE CIVIC OPERA BUILDING AT CHICAGO'S BUSINESS CENTER

R T H DRV
 NEW DIMENSIONS contained three filters, which had to
be balanced correctly for the type
AT TOP SPEED iConlinufil jrom Pago 16)

often wires had he

of
.seen
light sources
that each
used;
filter in
it

the
will be
wheel
BY NATION-WIDE thai
painted every
llie

luo or three
to
ex- has an opening of its own. \
counter device built the camera
Railway Express! posures, a tremendous time-consum-
ing operation.
ment we had to
After each
wait for the parts
move- gave an accurate and constant check
on each frame expo.sed. The drive
in

to stop though we
swaying, even mechanism of the camera was op-
used guy wires to prevent excessive erated by a mechanical reduction
swing. Thus, through the use of gear and an electrical clutch, re-
guy wires and patience to allow motely controlled through relays.""
enough time for the parts to come
to rest, we achieved the effect of Coty in Kodachrome
unsupported flight through the air." • Those who saw the C^ity motion
""The trick section of the picture picture. Color Song, at the New-
is 890 feet in length it took nine ; York \^'orld's Fair this summer will
weeks to photograph: on many days remember the fine color rendition
we were lucky to get nine feet of and clever optical work displayed
film in back of us. The crane me- in this production. Of course op-
Railway Express rushes releases by fast trains and they are delivered chanism was rather complicated, tical efl^ects are nothing new and
promptly to clubs, conventions, theaters, schools, private homes and wher- and credit for its design and con- are simple to do with
relatively
ever you've routed them. You get this service at low RAILWAY Express struction rests with the Plymouth black and white film, but with
rates, and without extra charge for pick-up and delivery in all cities and prin- engineers who cleverly solved all Kodachrome. on which this picture
cipal towns. Use RAILWAY Express your service shipments— films,
for all the problems involved. The elec- was made, optical effects are rather
trailers, stills, posters, promotion material— everything that requires top-speed trical circuits that made it possible difficult. Some of these problems
handling. A phone call brings us to your door. to have remote control were very are explained by Jack Norling.
complicated: for those who want .According to Norling, consider-
For super-speed use AlR EXPRESS to work it out for themselves, a able color degradation toward one
3 miles a minute . . . Spedn/ pick-up — SpecLil deliver)' diagram shows the complexities. The end of the spectrum has always been
lighting was planned in advance, shown by Kodachrome duplicates,

RAILWA
AGENCY ^Wfr INC.
XPRESS and all lamps were clamped into
place so that they could not be in-
and this problem becomes very
serious when additional duplicating
advertantly shifted and thus spoil steps are taken, such as is the case
NATION-WIDE RAIL-AIR SERVICE a scene. Two-thousand-watt spots when the optical printer is used.
together with five-thousand-watt To maintain a reasonable color
flood-lamps were used almost ex- quality a method of processing had
clusively. Since the lamps had to to be devised to compensate for
burn through the working day. it the color distortion which normally
was necessary to use long-life mazda occurs. The solution was obtained
bulbs: color photography arc lamps by these two corrective steps: (1)
such as used in regular technicolor in the original production an inten-
production could not be employed." tional distortion toward one end

WANTED The entire trick portion of the of the spectrum was established to
picture was photographed one frame compensate for the color distortion
at a time, exposures being made by occurring in duplication: (2) a
the successive frame method of col- color masking matrix was made to

or separation: the same method as be used with the original take and
is used in animated color cartoons. this together with the master print
was used for the duplicating step
ROAD SHOW OPERATORS Thus,
for each
three exposures were made
frame of the final film,
one through a red ""A" filter, one
in

tion
the optical printer.
of this color
The produc-
masking matrix
through a green '"B" filter, and one involved considerable experimenta-
through a blue "C-5" filter." Of tion and research in order to

• Advertising Agency wants names of course, in regular Technicolor pro- achieve a final result which was
duction it is necessary to use a acceptable and exhibited a mini-
reliable road show operators who can special camera so that three nega- mum of color degradation.
tives may run through the camera Mr. Norling told us that many
assure good projection before rural and simultaneously, but by using the of the effects could not be done in
successive frame method of color the optical printer and were done
small town audiences. Please give towns separation we were able to avoid in the camera at the time of the
this. But since we were making a original exposure. To get these ef-
covered, equipment used and approxi- three-dimensional picture it was fects aCinekodak Special was used
necessary to devise a camera with which was equipped with a special
mate size of average audience. Address two lenses and a negative for eacli fader device, optical attachments
running through the camera at the in front of the lens and other de-
reply to Box No. 1, Business Screen, 20 same time. It might be interesting vices such as multiple prisms and
to see the camera which was used a kaleidoscope. These devices were
No. Wacker Drive, Chicago, Illinois. (see illustrations^ shows the ca-: mounted so that they could be
mera with the mask box and head either rotated or moved horizontal-
removed. Two filter wheels in ly or vertically during shooting
front of the lenses revolved as the by a drive which was attached to

exposures were made. Each wheel the cinemotor.

[341 BusL\ESS Screen

 ^^

9f

AMPROSOUND PROJECTORS
Says a large user of sound projectors: "Our continued choice
of Amprosound projectors is based on their record of per for'
mance xvith us . . their simplicity of operation . . their durable
construction. They have no
tricky gadgets to get out of
and
?^ order, stand shipment by truck, freight, car, plane
ivill
or train, time after time, year after year, ivithout operating
precision and efficiency being impaired."

Large users of Ampro Projectors

Here is a parcial of industrial, educational, governmental and other users of
list

Ampro projectors who —

have re-ordered again and again on the basis of the perform-
ance of their original purchases. Some of these customers have hundreds of Ampro
precision projectors in constant operation: AUis-Chalmers Company, American Air Lines,
Firestone Tire & Rubber Company, Frigidairc Division, General Motors, General Electric
Company, General Tire and Rubber Company, Massey Harris Company,
Mead-Johnson Company, Shell Petroleum, Fiske Tire, General Motor
Acceptance, Servel (Electrolux), Anheuser-Busch, Inc., Stewart-
Warner, Illinois Bell Telephone, Dictaphone Corporation,
V(' right Air Field, Collins and Aikman, Barrett Company, Union

Carbon & Carbide Co., Kraft Cheese Company, Keystone State

Amusement Co., Jam Handy, Wilding Pictures Production,
C.C.C. Camps in Sparta, \\ is., El Paso, Tex., Phoenix Ariz.,
Columbus, Ohio, Fort Bragg, N. C, Ideal Pictures Corpn..
U. S. Navy Recruiting Service, U. S. Dept. of the Interior.
Bureau of Mines, U. Dept. of Agriculture, Boards of Educa-
S.
tion in New Chicago, Detroit, Kansas City and
Yori< City,
hundreds of other cities —
and many other city, state and
national government departments.

Showing complete line of Ampro l6mm sound-

on-film, silent, and convertible to sound models.
Thousands of Ampro precision projecters are
rendering splendid service for the sales depart-
ments of America's largest corporations. Find
out v\hat they can do for you.

AMPRO CORPORATION. 2859 N. ViVstcrn Ave.. ChicaRO. 111. <BS1240)

Please send me ncM Ampro Catalog. I am pariicularly interested in:

PRECISION CINE EQUIPMENT

AMPRO Same
Addrtis
Qtty
Q
Q
n
New Amprosound 16mm Projectors.
Ampro 16mm Silent and Convertible lo Sound Projectors.
Ampro Continuous Projectors.

Stoti
 Comp resents

W'
-A
Nl

t'jjj'W'Jjj fk^jf^M^^

HANDJf PICTURE
v^
lEFRESHMENT THROUGH THE YEARS"
an exhilarating saga of American
IB
is

industrial achievement — the story of

partnership in enterprise and mutual co-
operation, bringing together the products
of science and many mighty industries —
sugar, glass, steel, cork, lumber, refrigera-
tion, transportation — in order to provide
a quality product bearing a famous trade-
mark which can be profitably retailed
for only five cents.

There is nothing wrong

with American business that
better selling cannot cure.

tAe JAM HANDY Ot^^myth^ • Talking Pictures • Convention Playlets

Sales Meetings • Slidefilms
Chicago ic Detroit -k Dayton ir Wilmington
New York ir Hollywood -k
2900 Eqst Grand Boulevard 702 Muiual Home Building 922 Shipley Street
19 Wesi 44th Street 7046 Hollywood Boulevaid 230 N Michigan Boulevard
lilAdison 2450 ADams 6289 Wllminglon 42401
V;\nderbi)( 6 5290 HEmpslead 5809 STAle 6758
 MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS

IN THIS ISSUE: PEOPLE ARE PICTURE-MINDED ;

FILMS IMPORTANT ROLE IN OUR NATIONAL DEFENSE
h'l
,U,UU Of M.lK.Wl',9'^

liTECHNKOlOR

Vkt^

0^
%'^ c^\
%o
\0
.^«

public welfare
to the
•

creanve
task which Audio s
.
....^-^^^^

»"M«'°^.^.-"*H^^
AVENUE
fs-n TH.RTY.F.FTH
 To Sell Better.. JfU Better

with

m. PROJECTORS
How Incorrect Threading of Film Prevented in FIIMOSOUND PROJECTORS
NO matter how carefully you prepare the business
film that tells your sales story ... no matter how
Is

niuch time and talent go into its planning and making

... no matter how much money you —
invest in it the
final step on which success depends is the projector
uith which yott show it. If projection falls short of
theater-quality reproduction of sound and picture, the
whole show will be mediocre, or ruined.
good business to take that chance . . . because
It isn't
it a chance you need not take. Fiimosound Pro-
is
jectors, precision-built by the makers of Hollywood's
professional equipment, absolutely assure the clear,
steady, brilliant reproduction of both sound and pic-
ture that well-made films deserve. The use of Filmo-
sounds by practically every great film user in American
industry is conclusive evidence of that.
Furthermore — Fiimosound Projectors positively
eliminate all possibility of film damage resulting from Put film approximately in Press the guard. Film drops Release guard. Film now
incorrect threading. They cost less per year of service place on the new Safe-lock into place, is engaged by cannot jump off to tear it-
Sprocket sprocket teeth selj on sprocket teeth
and are so easy to operate that audience attention is
focused ON —
THE PICTURE ;/©/ distracted by the
machine.
There is a Fiimosound or Filmo Silent 16 mm. Pro- NEW CONSTANT-TENSION TAKE-UP
jector for your individual needs. For information, use • The new B&H self-compensating con- /Af/»ro/>er/?////regardless of the size of the
the coupon. Bell &
Howell Company, Chicago; New stant-tension take-up is another improve- reel — regardless of the amount of film on
York; Hollywood; London, Bstablished 1907. ment now incorporated in all Fiimosound it. The entire length of film —
long or short
Projectors. It eliminates take-up troubles — is taken up smoothly and evenly. Mail
at their source . automatically maintains
. . coupon for complete information.

FIIMOSOUND "MASTER"_a powerful

16 mm. sound film projector for ser%inp larger
audiences. Offers a wide ran^e of services ^^«
-^
and ^reat audience-handling capacit>'.. *^IU

f^<^ '°o^
with Our Compliments?

MAIL COUPON FOR

"SHOWMANSHIP"
FIIMOSOUND "COMMERCIAL" is a compac.
single-case projector offering; the utmost in con\enience BELL & HOU ELL COMPANY
and simplicity ot operation for the busy salesman. It pro- 1808 Larchmoni Avenue. Chicago. IM.
vides uninterrupted three-quarter-hour showings of theater ) Send 56'Paf:c. booklci:
illustrated
(
quality in salesroom, showroom, hotel room, or moderate- Shoumanihip. I'odjy's Formsiia /or Seltrng.
sized auditorium. Has "*50-wait lamp, powerful amplifier, Send dciaiU on Fiimosound ( ) "Commercial
speaker-hiss eliminator, "floating film" proieciion. and
( ) "Masicf"
provision for using microphone or phonograph
*^^*
turntable. Price, only *2/0 Samf . Titlf

PRECISION-MADE BY

BELL & HOWELL

 llie making of superior iiualily mo-
tion pictures for American indus-
trialfirms. "This is just a place
where 1 gel my mail and receive

CIIMfl! my phone calls." he said dejirecat*

ingly.
England."

in
"my

"New England?"
Connecticut,
studio is located in

although
asked.
I
New

"Yes,
still

make some of my pictures in Holly-

wood."
I told him that 1 was very inter-
ested in learning more about his
work, that it certainly sounded in-
teresting. He said that although he
operated in a pretty big way it was
just sort of a hobby with him and
he hoped
I understood that of
course he couldn't divulge the
names of any of his clients as that
was simply not done among the
better producers.
December 21.
I can understand that perfectly
Dear Boss:
well: I'm going to play ball with
Like you say, advertisers are tlie
him. I'm not going to divulge his
fes blood of a magazine and we
name either. Incidentally, he has
ave to have them. Recently I got
kept his secret pretty well. Nobody
out the classified phone book and
else seems to have heard of him,
took down their list of motion pic-
except the classified section and, of
ture producers; what a list of pros-
course, that magazine which pub-
pects, there must have been three
lished a list of "recognized'' com-
hundred of them. I thought. "Gee.
mercial producers some time ago.
if we could get all those people in
Then there's that building over
le book we'd make a fortune.'' So
on Seventh Avenue. \^ e know some
I started out to make the rounds
of the people there pretty well, you
and see if we couldn't get us that
know, good friends. And I thought
fortune.
it would be a swell idea to spread
Now. if you wanted to tell any-
the good word around among their
body about this it wouldn't be such
many neighbors, mostly all com-
a good idea for me to say just who
mercial producers, according to
these people are.But they are here.
that magazine. That's right, too,
Not quite as bad as the old story
thev are. One of them told me
. .you remember: The ad man-
.

this:
ager of that company in the middle
"Sure, we make commercial.^ we
west who received a direct mail
make wed do G^ T\K if
anything,
piece about commercial movies
you gave us the money." \\ ell. that
from some address on Sixth Ave-
seemed fair enough, but what about
nue. It looked pretty good so the
script writers and that sort of thing,
next time he was in New York he
there is a rumor that you have to
looked them up; walked up Sixth
have fellows who are trained in ad-
.Avenue and found the number all
vertising techniipie to write good
right, but guessed it must have been
business film scripts. He said,
a mistake because this number was

BUSINESS SCREEN a pawn shop.

way," he thought, so he went in.
".'Vn overcoat he wants. nu?'\
"Better check, any-
".\w. that's
aren't they, if
we can make
hooey, they're movies
movies you want,
its

Boss, if you
'em."
VOLUME THREE • NUMBER TWO • 1941 know- anvbody who wants movies
said the proprietor. "Maybe a
Coi-er Subject Filming the "Midilleton Family" iill-Technicolor West- and wants "em cheap, let me know.
:
watch, genuine Hemmilton with 17
I wish you knew how hard it is
inghouse production by Audio; now being nationally distributed. jewels; look, a nifty, ain't it?
'

selling ads in this town; I'll bet I

People Are Picture Minded 11 Our ad man told him no. he must
could have signed up a dozen of
America's Organized Club Millions 12 have the wrong address and showed
The Situation in National Defense 13 those fellows. Your policy is all
the tri-ball mogul his direct mail
An Open Letter to the President of Mexico 15 wrong. After all. its a man's own
piece. "That's right." said the pro-
I Scout for Talent: Pointers on Ciisting 16 business about who his clients are
prietor. '"But it's my son. not me.''
"Singing Wheels": ,4 Prerue of the Month 17 and pictures that he has made, and
He went over to the back stairs and
Calvert Trains the Retail Liquor Salesman 24 boss, you don't realize how touchy
liollered. "Hey Abe. come on down,
Visual Displays: A Monthly Refiew 27 some of these people are. Now if I
Put Your Projector to Work 28 gentleman for peekchures!" No. I
have to gel some dope on them be-
didn't find any commercial pro-
• Business Screen MaKazine. issued by Business Screen Magazines, Inc.. 20 North fore I get out the old meal-ax. how
Wacker Drive. Chicago, on January 3. 1941. Editor: O. H. Coelln. Jr.: Associate. ducers in pawn shop,
a but I did
Kobert Seymour. Jr. New York editor). New York offices: Chanin Building:. Phone can I any advertising, tell me
sell
Murray Hill 4-10.=>4.
I

Art Director: Dan Runyan. Pacific Coast representative: H. L. find one holding down a de.'ik in a
Mitchell. 2469 Hill Street. Huntindton Park. Calif. Acceiitance under the Act of June
that. no good we'll find
If they're
—
Issued 12 times annually includine 4 siiecia)
land office.
5. 1934. authorized Februai-y "JO. 19-39.
out about it eventually, anyway.
numbers (not circulated in the business field). Subscription ?2.00 for 8 numbers. This gentleman told me he was a
Foreinn : S3. .10. .SUc the cony. Entire contents Cor^yri^^ht. 1941. by Business Screen
Magazine^;. Inc. Trademark Rec. U. S Priteiit Office. "retired Hollywood producer" who
How about it?

was willing to apply Iiis talents to Ed. Note. No sale.

[4]
Business Screen
 what is acknowledged to be the most

capable creative staff in the commercial

sonnd pictnre industry.

THE TRIE MEASIRE OF WHAT WE CAS DO IS FOl.SD I\ WHAT WE HAVE DOSE

Caterin)! lo a nelecl clienlple

who demand distinctive
Wilding Picture Productions, Inc. and outatandinK Sound
Motion Picture Productions
forCommercial Application.

E T B O I T CHICAGO

\i:mber Two • 1941

[5]
 RESERVE
POWER
CAMERAMEN depend on the extra abil-

ity of each Eastman negative film to

meet inevitable emergencies, and by so

doing to help maintain exacting shooting

schednles. This reserve power always

has distinjinished Eastman raw films.

Eastman Kodalv Company, Rochester, N.Y.

J. E. BRL LATOLR, INC., Distributors

Fort Lee Chicago Hollywood

PLUS-X SUPER.
for ff€»neral studio use u-hvn Ihilv lifflit is uruilabte

BACKGROIIXII-X
for havkt/rounds and general exterior ivorh

EASTMAN NEGATIVE FILMS

[6] Business Screen
 FOR FULL DIVIDENDS
FROM YOUR
1941 FILM INVESTMENTS

ON DteaJE SCREENS
I Reg. U. S. Pat. Off.]

One of the leading producers of business films stated it this

THE DA-UTE CHALLENGER SCREEN screen with
is the
square tubing in the tri[iod and extension supjiort to hold the case
only way, "A good screen, which presents each picture at its best,
—
alisned the only screen that can be adjusted in heicht. merely by
releasinp a -^iiriny latch and raising the extension support. There is as necessary for the success of any film as good photography
are no thumbscrews to tighten. 12 sizes from 30" x 40" to 70"
X 'j4" inclusive, from $12.50' ui*.
and careful direction."

When you choose Da-Lite screens for your 1941 business films,
A FEW OF THE PRODUCTIONS 1940
you benefit from 32 years of specialized experience in screen
SHOWN ON DA-LITE SCREENS
MAKE SERVICE PAY A PROFIT"— produced by .-l.s.so-
manufacture. Because of their time-proved projection qualities
riatiH Salfn Co. for Minneapolis-Molinc Powei- Implemt-nt
Co. and advanced features that ntake for greater convenience. Da-
"THE BEST SEAT IN THE HOUSE"— by Audi Vwon Co.
Church Manufacturing Co.
for C. F.
"THE CASE FOR COAL"— by Rav-BeU Lite Screens are first choice of leading producers, distributors,
Films. Inc.. for
Northwestern Fuel Co.
'SMOOTH SALE-ING''"by Brohuck. Inc.. for Toastmaster and users of business films.
Products Division. McGraw Electric Co,
A WORD TO THE WISE"— by
I tic.for National Retailers
Chicauo FUm Laboratory.
Mutual Insurance Co. and
Federal Fire Insurance Co.
"HELPFUL HENRY"— by Pat DowUng Pictures for Inter- THE DA-UTE MODEL B. (shown m left I

national Harvester Co. a map type hanging screen, is available-

"GREEN ACRES"— by Filtns of Commcrec. Inc. for National
in twelve sizes from 22*x30'' to 63''x84"
Fertilizei- Association.
"HIS WIFE'S VACATION'— by Haig and Francisco for fiom $7.50* up.
Jewel Tea Co.
"AUTO-LITE ON PARADE"— by Jam Handy Picturr
Scrricr Co. for Electric Auto-Lite Co.
"EASY PICKINS"— by Burton Holmcx Inc. for
.s i: !\ n FOK
J. I. Case Co.
Filnitf.
FKKt HOOK
"FIVE FOR ONE"— by Fredcrieb K. Hockelt Co. for Rich- cnntaininR 48 paces
field Oil Co.
"THE TRAVELER"— by Rons Roy. Inc., for Chryslpr Divi-
of facts about
sion. ChrysltT Corp. screen surfaces,
"BOTANY CLOTHES THE NATION"- by Spot Film Prv sizes, and types of
dnctionit for Botany Worsted Mills.
mnuntinss.
"IT HAPPENED TODAY"— by Talking SaUx Pictung. Inc..
for Conference of Hospital Service Plans.
"YESTERDAY. TODAY AND TOMORROW- by HiUlin,,
Picture Production*. Inc.. for H. J. Heinz Co.

l>A-LITK SCREEN' COMPANY. INC.

Dept. IBS. 2723 N. Crow ford At«.,

DA-UTE SCREENS
ChiraEO. Illinois
PIraxe send your free JS page book on Da-Litr
and the lifht refleelivr qualilten of various
Slice. iH
screen surfaces. Also give us ihe name and
address of (he nearest Da-Li le distributor.

Name
-r^ur Ckvtce ofULeadiHf -p/uwUece^, Vlitt/lnO&t^ Firm Name...
_

Address

Number Two I'Jll [7]

 — — — m

RIGHT <^ THE REEL

Under llie riili-s laid down by tlie American
Academy of Pediatrics, their new educational-

lo-the-public film If lien Bobby Goes to Scluiul

may be exhibited to the public by any lic.n.<ed
physician in the United State.s.

All that is re(]uired is that he obtain the en-

dorsement by any officer of his county medical

society. Endorsement blanks for this purpux-

arc obtained on application to the distributur.
Mead Johnson & Company. Evansville. Indiana.

Such endorsement, however, is not required

As We Take Inventory for showings by licensed physicians to medical

groups for the purpose of familiarizing
with the message of the firm.
tin

• AN EDITORIAL •
irhen Bobby Goes lo School is a 16-miii

last year's sundry bills sound film, free from advertising, dealing with
{f As 1941 rolls lip a prophetic lurlain and we balance
nearly two hundred the health appraisal of the school child, anil
and tax receipts, the figures show that the impress ive sum of
of American may be borrowed without charge or obligation
thousand copies of this journal have been laid on the doorsteps
on application to the distributor. Mead John>"]i
month, for example, advertising supporters of our humble
efforts
business. Last
went into & Company. Evansville. Indiana. The Jounml
170,000 pages of reprint mailer that
had the good fortune to share in
served by this material. of American Institute oj Homeopathy.
themails at the expense of those who fell themselves well

lo business executives as an A new sound-slide film depicting the di>li-

The pages of Business Screen have been addressed washing service rendered by Economics Lalm-
benefits of the visual media
educational effort to aid them in securing the utmost
ratory. Inc. of St. Paul, is now being shown !.
we serve. We show no preference to slidefilms or to motion pictures since each
hotel and restaurant men. This unique metlui.l
But we have brought to
has an individual and vastly different field of service. efficient and eco-
of educating kitchen crews on
the and most thorough
all who might conceivably make use of these tools, latest
nomical dishwashing is proving popular with
information on their application and use. operating executives for in fifteen minutes il

The have been gratifying. Business Scre-n frankly wasn't

results of these efforts
shows the importance of a careful check-up I

editors have had the equipment. using illu.stral:"

founded lo make someone's fortune and it hasnt. But ihe dishwas!iing

SKlisfaction of receiving hundreds of direct inquiries; of seeing many film pro- which show proper techniques.
among readers as the result of direct editorial or advertising The slide-film method of presenting the serv-
grams instituted

suggest ons. The publication of an annual audio-visual equipment buyer's

guide ice story was decided upon by Economics Lab-
interest as well as serving those who represent this oratory- manufacturers of Super Soilax. as the
h s opened new channels of
kind ever attempted for either quickest and most effective method of getting
s-Je of our field with the first puhlicalion o/ its

this message to managers, assistant managers,

llic educational or the industrial buyer.
stewards, dieticians and the like. The film is ;

So we la'xe stock for the coming grown stronger by the difficulties

year, having on an desk
capable of being projected office

of the road behind. Our register of advertisers is a veritable blue

book of the
under ordinary light in as little as 12 minutes.
concerns; the restrictive policy which bars a good
industry's most responsible
Sound motion pictures providing simple and
many would-be ads from every issue has been a healthy influence benefiting
reader s practical instruction in all phases of mechanical
those who represent the industry's best elements as well as simplifying the
guiding policy trades, such as tool and die making, precision
sc.eclic.i. B -cause we believe thai we are part of an industry, thai
measuring and layout methods, machine tool
will continue in f?usiness Screen through the years to come.
set-up and operation, and related subjects, are
From the industry's poinl-of-view, 1941 promises lo be a great year. President now being distributed by the Film Produc-
Roosevelt's recognition of the film's value as an instrument of education and tions Co.. 1504 Hennepin .\venue. Minneapolis.
Information and widespread employment by all branches of the governmeni a year of research and planning went
its More than
anJ Ihe defense services is equalled in the industrial field by increasing numberj into the preparation of these 16-mm. films. Full

cf sponsors returning year after year lo make new programs. Through all ol
use is made drawings, micropho-
of animated
this production a single important rule is observed that minimum standards <./
tography. slow motion and many other advan-
professional theatrical quality must be maintained on the screen. Few spon- tages of motion pictures. They are expected to
sors of importance will risk their concern's own hard-won business reputations prove valuable in the training of skilled workers
by violating this code in the film any more than they would in printed adver- ne;-ded to complete the new national defense
tising or on Ihe radio. Cerlainly this does not imply an endorsement of
extrava- program. Iron Age.
gance but simply the maintenance of truly professional standards on the p::rt of
Business Screen Names Art Director
b3t!i producer and sponsor, no matter what their size or financial rating. announce the
The editors of BisiNESS Scree.n
appointment this month of Dan Runyan. well-

known advertising illustrator, as art director.

Expanding service to advertisers and the in-

creasing number of pages in 1941 issues (this

THE MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS number shows a lOCf gaini made the staff

addition necessarv.

Business Screen
[81
 .

tgr souwp tba^ PuMsh^dbyC^'W.l FILMS Inc.

THE SOUND TRACK appears as a means of keeping you informed about the use that
various industries are making of motion pictures through the producing and distrib-
uting organizations of Castle Films, now in 26th year of service to American business.

BERWIND • CARRIER • CHESTERFIELD • MEAT BOARD

*YOU AND BERWIND' in only three states, New York, Pennsylvania
and Missouri. The success of the coverage ob-
Castle Films selected Hicksville, Long Island,
tained in those states led to the addition of five
for the exterior locale of a five-reel, all-dialogue
motion picture produced others. Then, in October, the campaign was made
for the Berwind Fuel
Company of Minneapolis, the third picture that nation-wide. The service consists of providing

this company has made through the Castle or-

showings for two motion pictures, March of Time

A productions, entitled "TOBACCOLAND IN

ganization. cast of well-known actors worked
weeks insound studio and on location on what THE U. S. A." and "PLEASURE TIME ", the

is definitely one of the finest examples of sales

latter featuring Fred Waring and his radio group.

training films. James Kirkwood, a performer of

Hundreds of Castle projectionists, equipped with
wide experience, and Ted Newton, who now is
16 mm. sound projectors, are used in this service T'e Finishes Divsion cf the E.I- du

making a name for himself in the cast of the

which includes reports to the advance client in Pont De Nerr-cufs and Co., Inc., i.i

ts ccmpaicn to stress st'yiing in

of shov/ings, reports on the showings and liberal
current Broadway success, "The Man Who Came colcr, ii I. s'ng successfully, cocsi to
use of Chesterfield literature and posters.
to Dinner", were among those in the cast. The coGst, a two-reel, oll-dialsgis

movie, "YOU AND BERWIND", is doing a

frcvie pf'^fc^** by Costle Films.

splendid job telling coal dealers how to sell heat

and how to service customers. ''MEAT AND ROMANCE" DISTRIBUTED
Castle showing the sound picture, "Meat and
is

Romance", produced by National Livestock and

AIR-CONDITIONING PICTURED Meat Board of Chicago in collaboration with the
Bureau of Home Economics of the U. S. Depart-
Carrier Corporation's interesting and informa-
ment of Agriculture and the American Medical
tive IGLOO at New York World's Fair provides
Association. Two million, five hundred thousand
the setting for a new film story of modem air-
women in home economic women's clubs,
groups,
conditioning which will soon be ready for release.
and other large audiences of housewives
societies
The production will picture and explain the im-
and home-makers will be entertained and in- Studio production scene during
portance of heat and cold, humid or dry air in the shooting of "You ond Ber-
formed by this picture all over the United States.
modern homes and industries with examples of wind", a new five-reel, all-dia-
The presentation includes valuable information logue motion picture just produced
installations of unusual interest.
on the buying, preparing, carving and serving by CosHe Films for the Berwind

of meat, and offsets erroneous ideas about Fuel Compony of Minneapolis for
meat
dealer training.
in the diet.
* * * *
CHESTERFIELD "SATISFIED"!
Last October, Newell-Emmett Co., Inc., extended Castle Films' productions of a topical nature are
a sectional servicewhich Castle Films Distribu- being used increasingly by sales managers to pro-
tion Service had been rendering in the interests vide variety and relief in their sales and dealer
of Chesterfield cigarettes to include every state meetings. Three such Castle films, just released,
in the Union, together with Alaska, Hawaii and are "News Parade of the Year", "Football
the Philippines. Originally, Castle operators were Thrills of 1940" and "Super Thrills in the
used for an intensive motion picture campaign News"

Costle Films is distributing two

Chesterfield motion pictures no-
tiooolly, "Tobaecolond, U.S. A."
ond "Pleosureland", through
Newell-Emmett Co., Inc. The con-
tract colls for distribution also in
30 ROCKEFELLER PLAZA, NEW YORK • FIELD BUILDING. CHICAGO • RUSS BUILDING, SAN FRANCISCO Alosko, Hawaii ond the Philippines.
Producers, Distributors, Exhibitors of Business Motion Pictures

Two
r^UMBt:K 1911
m
 WHY NOT
INVESTIGATE?
A penny a minute each to show them what you have to sell ... to tell
In thirty minutes we can explain

That's what a talking picture

how your present or future talking
them about it ... to demonstrate its uses. . .
picture can be shown to the right

when backed by Modern plan of showing. people in the right places at the
can do for you . . . a
right time and in the right way . . .

at a low cost. Phone Circle 6-09>10

Here's where we come in ... to show your picture in any part oj the country in New York, or write us, now.

you specify, before any audiences you specify, and when you specify.

That headlined cost of a penny per person per minute is being conserva-

tive. We are screening many pictures for less, much less.

Business Screen
[10]
• From the repetitiois patterns One .\iglil. That cost the men's wear ions horizons of interest as yet little

of ancient Egypt's hieroglyphics business a pretty penny. explored. To the sponsor of sucli
with their familiar ""man-in-motion"' But the beneficial influence of films, results are amazing in pro-
technique, up through the first Dark the screen more than makes up for portion to the cost of the program.
Age when the monks lahoriously this slight omission. In this eventful complex age
picturized their colorful illuminated In the field of fashion and lra\(l. of mechanical progress and social
scrolls we've carried on a pictorial in sports and interior decoration deterioration, the film has unique
tradition first hewn in stoneon the Hollywood has made its mark. E\ powers of realism and interpreta-
cave walls of prehistoric time. ploitation departments are not per- tion. In a world where economic
Show a man a train and what mitted the luxury of advanc!' rules have been swept into oblivion
does he see? Long after the familiar arrangements for this sort of thing, by the onrushing tide of history,
streamlined mechanical thundcrholt strictly speaking Hollywood's enter- we live by the news of the day. The
has hurtled by. visions of distant tainment product is still entertain- printed word has lost considerable
cities remain in his mind's eye. ment, pure and simple. But the re- dignity in the crossfire of propa-
Trains are travel, just as the radio sults of ordinary everyday script sit- ganda and conjecture. The realism
is music, drama or any other de- uations are sufficient in number to of the newsreel camera, subject to
sired result it can accomplish. I5y provide plenty of opportuni- the same censorship,
tieiip is probably
their symhols «c know them. .Any ties. the most accurate reporter of the
shop girl hehind the cosmetic coun-
It's a PicTiRE Ekv (-urrent scene abroad.
ter knows lietter than to sell the un-

lovely mess in a jar for its own Radio's biggest moment will ar- What W n i. I'M I Bitr.Nc'?

sweet-smelling What she's ped- rive with the perfection of televis-

self. If long-awaited television "ar-
dling romance, adventure and ion the newest successes in periodi- rives" this year, a new
is n-- :
method of
sulls. cal publishing are the picture books. bringing pictures to the people
Life. and similar ventures,
Look, will surge into instant po|nilarity.
T\Ki-: A Tir ihdm tiii; -Mi)\ii;s
rhe amateur camera vogue is jusi But in the meantime the annuallv
The scientific slant on all this gets now settling down to normalr\. Ii' increasing number of projectors in
down to cases in proving the tre- the daily press, wirepholos and ra- both business and educational mar-
mendous advantage of the eye over dio transmission of pictures has kets has widened the field of pros-
the ear in our learning processes. .A brought new satisfaction to those pective audiences to million-fold
simpler lesson in salesmanship who prefer to "see" their news. numbers. No hamlet or town is
awaits you at the neighlmrhood Newsreels and the propaganda films un.served today; larger
in metro-
Bijou. Although you actually never of the European belligerents bring politan centers complete school
left your seal, it would he a pretty the battle lines close to home. systems have been equipped for
dreary evening if you didn't figura- Behind all of this lies a new types
per- all of visual presentation.
tively gallop through the me.s(|uile fection of technical e(|uipmenl. In Distribution .services have also
heside the heroine or tingle w ap- the laboratories of the great photo-
itli
\udened their .scope .so that new-
prehension as the villain's dagger graphic suppliers and nianiifartur- programs can quickly and eco-
glittered in the moonlight. Many a er.s. in the studios of the film pro- nomically be brought before the
devotee has spent sleepless hours ducers new heights in eliiciency and client's .selected audiences.
long after his glamour girl's lissome realism have been reached. In color In this piclure-mitided era. color,
curves were hack in the reel cans. and sound and even in dimension, sound and dimension on the screen
-All and huying results too.
this the motion picture can capture in will bring new wonders before
The now timeworn example of trade unchanging definition the exact in- eager and expectant audiences
following the film in reverse) was terpretation the sponsor desires.
I
everywhere. Perhaps among them
embo<lie<l in Clark Galde's under- This presents a broad vista of sales will be .scenes of a new and better
shirtless moment in // Happened and advertising opportunitv : envis- world at peace and work.

Number Two 1941

[111
• I.N MEETING HAL1.S ol froP.
THr. like other media, must be directed

(IrniocraticAmerica lie the strenplli »ilh a sympathetic understanding

of the nation; Americans who can of the popular taste. Films aimed
"talk it over" and who can listen at farm audiences, beside technical
perfection on matters of common
to the words of responsihle lead-
ers on all questions of political, rural knowledge, must be in the

social and economic importance vernacular of the average rural

have nothing to fear. The roots of audience. Hollywood observes the

fascism and coninumism do ncil strict rules of casting, so must the

nourish in the liglit.

commercial film producer but with
Most "group-minded'" of all na- even greater care because the film

tions. Americans are naturally gre- is generally aimed at the special

garious "joiners" who actively in- interests and occupations of the

terest themselves in many kinds of audience.

movements. These serve both the One of the outstanding successes

individual and the worlds of liusi- in recent years has been the annual
ness. religion and social enterprise film program of the American
to which they are dedicated. Their League of Professional Baseball
recent history has been rich and Clubs. Under the direction of Lou
nourishing: membership in almost Fonseca. the League's educational
every kind of national organization director, films of excellent theatri-

has been on the upgrade for the cal quality have been produced for
last few years after several depres- widespread national circulation
sion-dips during the past decade.

Serve Many Individual Needs

Respectively,
izations in the
the
country
largest
are
organ-
those
n FILM AllDlGiHlES
during the winter and spring
months. Each annual production is
greeted with acclaim and the de-
mands for showing so large that
Commerce Women's Clubs Leadership they can never be completely ful-
local Chambers of
with a fraternal or religious back- filled even with the League's large
throughout the nation are affiliated more beneficial civic
Probably
ground. Those dedicated to busi- allotment of prints.
is the Chamber of Commerce of progress has been made through
ness and the fellowship
ethics
the United States in Washington. the counseland co-operation of the
theme have an important field all Films Stimulate Memberships
This organization reports a total local women's organizations than
of their own. The 1940 member-
of 1.480 local organizations affi- through any other influence. In The showing of a well-selected
ship statistics of a few of these
liated which in turn have an un- national affairs, the National Fed- sponsored film, adequately pro-
typical organizations will illustrate
derlying membership of 635.694 eration of Clubs keeps
\^'omen's moted, will often bring out the
their widespread influence:
business men. track of local affairs and co-ordi- largest attendance of members. The
Latest membership totals show
Younger business men have been nates activities. Membership in evenings on which baseball films
that the Elks (B.P.O.E.) now have
active supporters of the United women's groups has been constant- are shown, example, set new
for
in excess of 500.000 members in
States Junior Chamber of Com- ly increasing in recent years. attendance records for lodges and
1.400 lodge organizations. The
merce which has its national head- How do films serve these interest bring out members who may not
Knights of Columbus raerabershi])
quarters in Chicago. This organ- groups'? Through the facilities of have attended for months previous-
as of June. 1940. was 419.111. in-
ization has been particularly active national distribution organizations ly. Similarly members consider
cluding 33.734 members in Can-
in recent years in its sponsorship and sponsors, several hundred such evenings well-spent and their
ada. This membership is distrib-
of national events of importance. sound motion picture programs of social success encourages an even
uted among 2.474 individual units.
110.000 influential young business general national interest are an- greater proportion of showings
or "Councils": 2.281 in the United
leaders representing 1.000 com- nually provided for club, lodge and during the season.
States; 193 in Canada.
munities in 42 states are members. other group showing purposes. Pictures which have enjoyed
148,000 Members of Rotary The Junior Chamber publishes Subjects range from public rela- wide circulation among audience
The 3.279 Rotary Clubs affiliated Future Magazine. tions topics with little or no ad- groups such as these in recent
with Rotary International in the vertising content to direct product months include the Middleton
Farm Groups Make Progress
United States alone had over films detailing the manufacture or Family WestinghouseK lour*
Through the Farm Bureau Fed-
(

148,000 members last year. An ad- use of the sponsor's merchandise Truly. Ed Graham (Life Lender-
eration and such organizations as
ditional 8.000 members in Canada or other products. writers and similar subjects by
I.
the National Grange, the American
belonged to the 160 units located Such films have a strong appeal well-known sponsors like Heinz,
farmer makes his voice heard in the
there. The Lions were next in to women, particularly those in- Dodge Division. Coca-Cola. etc.
legislative halls of Congress and
membership figures with 138.000 formed women whose interest in Such films reach club audiences
in his own state. 4-H Clubs and
American members belonging to consumer education has grown tre- by 'request' bookings in which
the Future Farmers movement serve
6.000 Lions Clubs in the United mendously in recent years. But the club or organization provides
the farm youth and have contrib-
States. The Lions are also very public relations topics have also the projector or by the all-inclu-
uted inmiensely to the progressive
active in South American countries grown in favor and film interpre- sive method of arranging com-
trends recently noted. Co-operative
and a Spanish edition of The Lion. tations of various social and eco- plete distribution plans including
marketing associations have a simi-
the Club magazine, is published nomic questions are popular with the promotion, booking, and pro-
lar influence in rural alTairs.
especially for this membership. al tvpes of adult groups. Enter- jection service of club shows in
Both rural and urban in their
Kiwanis International had a total tainment is still a primary asset quantities, thus assuring a large
aspect are the American Legion
of 104.346 members as of the first and straightforward factual mate- number of audience totals as a re-
Posts throughout the nation and
of the year belonging to 2.044 units rial that carries a convincing mes- turn on the production cost. X^Tien
other veterans organizations such
in the United States. 5,064 are sage nevertheless needs to be of a competently produced film is so
as the Veterans of Foreign \^ ars.
members of Kiwanis in Canada. good theatrical quality in its pro- promoted and planned, its appeal
The Legion has a powerful voice
duction technique. to the club's entertainment commit-
Commerce Grouts Important in the affairs of the nation.
treatments appeal to tee will result in acceptance and
The ranking federation of busi- Women's auxiliaries to these groups Different
different types of groups and films. invariably [I'lease turn to Page 36)
ness men's organizations with which are equally influential.

Business Screen
[12]
• CALENDARS TLRNED to a
Vi'lTH in the .Army educational

FILMS ROLE ^ DGFEISE

work.
significant 1941. Americans faced a there is every likelihood that the
year of challenge. Not only the chal- teaching film will be as extensively
lenge laid down by the President deal with such direct |)hases as in- citizen-soldiers into a unified army used as in ordinary educational
for the tremendous task of arming dustrial co-ordination: South-Am- prepared to accept cheerfully the work since there is now a very fair
an .\merica at peace and Britain at erican relations: vocational train- rigors and long hours of training, supply of projectors in most Com-
war hut the equally large tasks of ing and all phases of military edu- the fatigue of marches and the dis- mands. It has also been suggested
maintaining the nation's own busi- cation. capable and experienced
.\ comforts and hardships of service to the Central Council of Adult
ness economy and of thus helping commercial film industry stands in the field." Fducation in H.M. Forces that
to meet the tremendous cost of the ready to .serve both government and The Army Motion Picture Serv- courses on Film -Appreciation
emergency with the revenues of business in meeting the tremendous ice, a section of the morale division, should be inserted in the curricu-
profitable business and trade lie tasks of the hour: it is important will be extended to cantonments lum, since the experience of occa-
ahead of us. that both know and understand the housing National Guard and selec- sional lectures to units in S.E. Eng-
Other and equally significant possibilities of that service. As we tive-service trainees. It is planned land and .Scotland shows that this
tasks are related. The job of build- go to press one further note comes to have two theater buildings at is a popular subject.
ing good-will our neighbors
with in Washington letter (details of
a each cantonment, seating 1. ()()() men Editor's ^'ote: The value of these
in South and Central America is one the Army's ne« .Morale Divisoni: each, and at larger tent camps "big notes to those who are planning
of the most important of these. -An- Gen. George C. Marshall, army top" tents will accommodate more America's new tasks in defense
other is and efiective train-
the swift chief of staff, told commanders of than 2.000 spectators. For troops in preparations is obvious. Britain's
ing of the rapidly mounting thou- the four armies: the field mobile motion-jiicture units success in the field of documentary
sands of new enrollees in our grow- "It will task the skill and wisdom will be available with training and film production is well-known to
ing Defense forces. .\nd last, and of leaders of all ranks to mold these entertainment material provided. film-makers and this experience has
not the least of all. is the all-import- been carried over to the new and
ant job of uniting public opinion vital task of carrying on during the
to the single purpose behind all of BRITAIN'S FILMS IN WAR-TIME blitzkrieg. \^'ith the practical view-
the rest — the biggest job of them all A (ligi'sl of film usage in Britain b\ thf editors oj Sight and Sound point and technical perfection for
— that of affirming the virility and
news reel cameramen to be in
which our business films are famed.
strength of our Democracy itself.
The film has a different appeal to
America possesses the ingredients
In several issues past. Business
to the different services. To the H.M. ships with the result that
for equallv outstanding success.
Screen has outlined in a general
R..'\.F. it is primarily an instruc- some of the most lovely and some
tional instrument and their series of the most exciting sea shots ever Films in the Dominions
way the usefulness of the film
medium in helping in the accom-
of films on the theory of flight, seen have been taken. Oddly To-day it is more than ever im-
plishment of these tasks at hand. meteorology and kindred subjects enough the Board of Admiralty has portant that the various portions
The time has come to survey as rank amongst the finest instruc- not emulated the Royal -Air Force of the Commonwealth should con-
thoroughly as possible all that has tional films that have been made. in having instructional films made. trive understand one another.
to

been done to date and to note some It is only within the last few Yet in navigation, sailing, gunnery It is good news, therefore, that the

specific recommendations which will

months that the Force has been and engineering there are number- Imperial Relations Trust though
sufficiently persuaded as to allow less subjects, instruction in which reducing its actinties in other di-
be particularly helpful in speeding
the job in the future. facilities for taking pictures of the could be by judicious
facilitated rections, is continuing its film
various commands in action. As use of films. There was a chance work, for the film is one of the
Surveys Now Under Way propaganda both at home and just before the outbreak of war principal ingredients for cement-
As this BlsiNESS
is written. abroad some of the results are first- that something might he done but ing the good will and mutual un-
Screen's editors are undertaking class, especially a recent item made since then the matter has been left derstanding which is so necessary.
a complete and very comprehensive Com- As
on patrol with the Coastal in abeyance. a result of a visit paid to New-
survey of the entire government mand. To the .Army the film has been Zealand and -Australia this spring
and defense film programs. A\- The Navy has niainlv used the a mild means of giWng recruits in- by their film officer, Mr. John
ready noted are activities under film as entertainment for ships' struction in some aspects of mus- Grierson, steps have now been
the Leo Rosten who
direction of crews at sea or on foreign stations ketry and mechanisation but it has taken on his recommendation to
currently heads up military instruc- but since the start of the present never been used as fully as it might send to each Dominion a small col-
tion films production I via Holly- ^ ear and es|)eciallv during the Nor- for instruction in strategy and tac- lection of films which can form the
wood); new distribution plans for wegian Campaign it gave facilities tics. With the new developments nucleus of a library comparable
government "policy" pictures and to Sir Harry Lindsay's Imperial In-
a detailed breakdown of each de- stitute's Empire Film Library in
partment s role in the present na- this country. Before Mr. Grierson
tional program will be a part of left the countries he established a
the next number of Blsine.ss small committee to co-ordinate
Screen. their own production of official
Of the entire situation this much films as well as to act as the body
can be said. Nothing much has supervising the distribution of
been accomplished with either films from and of Britain.
training or public relations films It is also satisfactory to note
based on the needs of national de- that some of the Ministry of Infor-
fense. Too many other important mation's productions are designed
projects stand foremost in the de- for imperial and that
distribution
partments concerned. The same is the British Council has produced in
true of foreign relations activities. Atlantic, a Mary Field diagram-
Vtith the L. S. Film Service no matic film, supervised by Professor
longer operating. .Agriculture. In- Newton, the prototype of a com-
terior. State, and other depart- mon history teaching film for use
ments manage their programs in- in all parts of the world. ThotiEli
dependently. The need for a cen- extremely condensed, this film
tralized distribution or plannirii.' shows how the cinema can be u.«ed
board is apparent. as a unifying force. The Imperial
Business Screen's survev will THINGS TO COME ALEX.VNPER KORPA (Continued on the next page)

Number Two • 1941 [131

 —

Relations Trust have also had pro- notes and to look forward to the
duced for general circulation with-
in the British Empire a film on
LATII-AMERICy RELATIONS utilization
production
of our own unequalled
facilities for the educa-
grass breeding at the Aberystwyth ./ Common-Sense Proposal on t)w Use of Motion I'irlurea tion of citizens at home as well as
station, since this is a subject of the information of our neighbors in
common interest to all agricultural • .\merica has long led the world liaptism oj Fire details an account Latin America.
communities. in the quality of its entertainment of the Polish campaign: the second, Our neighbors in Latin-America
films. Shown in movie houses now showing in a few isolated cen- welcome films from
entertaining
Urge Films to Train around the world they have no ters in this country, reports the in- the That their preferences
North.
Recruits to Industry equal in popularity and no limit in vasion of Norway. Belgium, the are different is well-known to those
marketability excepting the barriers Netherlands and France. who have produced film subjects
Industry is clamouring for more
imposed by unfriendly political On the British side no attempt for sale in this market: certainly
and more workers to give the
regimes. has yet been made to present a nothing dull or unimaginative has
forces the material to see this thing
But America can take a lesson similar chronological record of the any belter chance for success than
through. The Minister of Labour
or two in the use of the film for war to date. But the film has been in the United States.
has stressed theimportance of a
purely nationalistic purposes and I'mployed with outstanding success A workable plan for the
definite
tremendous speed-up in training
for the publicizing of national aims. for many training tasks for both use of might well begin at
films
Mien and women to take their places
In the European war. for example, workers and recruits, and has been home. The promotion of Southern
in this new burst of constructive
both Germany and Great Britain are employed for propaganda in fea- travel by those agencies interested
effort.
showing man\" significant film sub- ture productions i.e. The Lion Has(
in that phase and their showing of
So far. little consideration seems
jects both athome and abroad. If ings A weekly news reel is also
) .
scenic films of all South .American
to have given to the role which the
Two German films have been now being sent abroad for showing countries would provide welcome
film might play in training these
notably ""successful" in their report- throughout the Dominions. While fare for group audiences. This same
new recruits to Industry. Alost in-
ing of German war strategyand re- few of the other countries at war
dustrial workers have to perform method might be applied in South-
cent military history. The first, now have done anything significant.
ern showings. Similarly business
physical movements and the film
popularly known in America as The America can well afford to compare
film exchanges might easily be in-
has already proved its ability to
analyze movement, as witness the augurated by companies financially
series of physical education films It can't happen here and it won't interested in market development

that have been produced over the both for South American products
past few years. As a first step, here and for .\merican goods in the
therefore, towards putting new Southern Hemisphere. From these
hands to the bench, thought should comparatively unimportant rivulets
be given to devising a
group of a larger flow might easily begin to

handicraft films
proper on the
methods of using tools and ma-
chines of all kinds. To this direct
LATIN-AMERICA'S FILM
group should be ad-
instructional MARKETS A SURVEY —
ded a further series showing the
relation of the individual act to
Costa Rican Theater Statistics
the whole process. By such means
the General Post There are about 50 theaters in
Office managed
by films to sustain Costa Rica, all wired for sound,
its and improve
output with a total seating capacity esti-
its through
showing each
member of its staff that, no matter mated at 25.000. The seats are filled

how humdrum his job. he was con- about four times a week, and the
tributing to the work of the whole average weekly moWe-theater at-
department and that without him it tendance in the country is estimated
would be so much less efficient. at 25.000 persons. Fifteen theaters
have one projector, and the rest
76 Traveling Film Vans have more than one (usually twoi.
Vi ithin a few weeks the
The average age of the equipment
Minister
is estimated at 5 years. Average
of Information informed the world
through the press and wireless that admission price is 80.106. Dramatic
and melodramatic films are best
a fleet of 76 vans would visit vil-
liked. Yearly gross income at thea-
lages not served by cinemas. Talkie
ters is estimated at S267.000 United
equipment would be installed in
States currency.
halls and schools and countrv
peo-
ple would see films both instruc-
Educational Film Developments
tional and entertaining. In the long
winter
No educational films, proper, ex-
evenings, the Minister
cept those exhibited at the Raventos
pointed out. these free shows theater for school children, have
should serve a very useful purpose.
been shown in schools in Costa
At the meeting at which this an-
Rica. There is no 16.millimeter
nouncement was made, three of the
Tlii» v«a> the liuiiie in London of our English riinlenipf>rarv in cinema equipment available at schools, ex.
20 films made for the purpose
letters. The picture is an editorial in itself but the les>on it teaches Amer- cept a silent old projector at the
were shown, even though the Select
icans is worth repeating:. Escuela Normal de Heredia. which
Committee recommended that docu-
England's defeat of Hitler was predicated on the force of powerful -i
is never used: and no plans are con-
mentary films which do not require
French army; that army collapsed through weakness behind the lines templated, as far as is known, for
immediate and widespread distri- because of an industry that pro>ided outmoded or insuHicient weapons. adopting this medium of education.
bution (like the five-minute shorts) America's defense and England's future victory now depends on industry
should be distributed on a com- and American bu»iness is now our first line of defense just as it always was. — Survey statistics from the Indus-
mercial basis and earn what rent Everything that keeps American business going and prtmperous — trial Reference Service of the U. S.

they can. healthy and slning — helps keep demttcracr alire. Depl. oj Commerce 0940).

[141 Business Screen

 :

$20.99

develop; business might easily begin by con-

Iribtiting alreadj available film material to the
Latin-American exchange. Voice-over commen-
tarv in Spanish or Portuguese may be casilx
substituted for the F.nglisb on the sound track.

Wi; Need a Couuse

The development of and economic
in

cultural
Appheciation
nn oPEn letter to the
relations between the Hemispheres faces its big-
gest drawback because of our own lack of
understanding and information. Latin-Ameri-
cans dont appreciate the patronizing superi- PRESIDERT OF mEKICO
ority which a good many of our nationals seem
to convey. Both the culture and manners of the
General Manuel Avila Camacho. directed at the encouragement of
better cla.s.ses in every South .\merican countr\
I'residenl oj the Republic oj Mexico. further understanding by our citi-
are far better than some of our own: economic
advantages which made ours
zens? You can bring to Mexico un-
and climatic ;i
Dear Mr. President: told millions in tourist revenues as
hustling busine.ss existence are not necessarily
•k Speaking as one who has enjoyed well as increased purchases of Mex-
credited to personal initiative by those not so
the hospitality of your country and ican products in our own markets b)
fortunately endowed.
worth starting an educational program
It's
friendship with many of your busi- such a goodwill program.
ness leaders, may I express a word The now -completed Mexican section
with our present school generation based on
of sincere regard for of the Pan-American
extensive and thorough exploration of these
countries in text, lectures and visual presenta- the prosperity of Mex- Highway is already at-

tions. Exchange scholarships are hardiv ico and its people tracting 50.000 Amer
throughout the forth- ican drivers annually.
enough: particularly when Latin-Americans
ulio allend our colleges here are too often coming years of your As one who has dis-

able leadership. covered the pleasure

treated as inferiors by our uninformed youth.
We fellow Ameri- and ease of visiting
.\vAiLABLE Film Material cans have failed to your cities over this
A great many
have been placed in
titles understand the his- route, let me say that
sound film libraries on related South and (ieti- toric evolution of countless thousands of
tral .American subjects. .Mexico is also well your land in recent other .Americans awail
represented. Included are a good many "spon- decades; our under- .only your friendly in-
sored" subjects on products such as Coffee from standing of your own vitation and assurance
Brazil lo You, ) e.s. Bananas, The Slory of striving for freedom and equality of comfortable and convenient travel
Banamis. Exploring Coffee Continent anil
llie has been dimmed or forgotten in the ill Mexico to make the journey.

.several Grace Line color travelogues. Non-com- solving of our economic and social The simplest and most economical
mercial material, for llie most part travelogues. problems. method of acquainting these poten-
include Rio the Magnificent. Argentina. Soulli Too often, perhaps, we have in- tial visitors with the scenic grandeur
American I Land oj Mexico, .idvcntures oj
15(0. sisted that you understand these of Mexico is the motion picture film.
Chico, etc. The last named is an excellent without giving thought to our own .A government-sponsored series of
example of the kind of documentary folk-lore sad lack of knowledge of your such films made available for wide-
subject with educational value. the thousands
needs and viewpoints. Today we face spread distribution to

about in the .Americas, brought to- of clubs, lodges and other organiza-
-Aiding I.NTEn-.AviEiiiciN Uei.vtions
gether bv a common need of safe- tions in the United States which are
The work of the Council of National Defense
institutions of free- available for such showings would
as coordinator of commercial and cultural rela- guarding those
both have be welcomed here. Sound and color
tions between the American republics, would dom and democracy we
The feudal totali-
would capture the true spirit of your
certainly be facilitated by the adoption of a fought to secure.
land as well as lend realistic assur-
lliree-fold film program. The following poinl> tarianism which enslaved your peons
ance of the ease of travel.
are w orlhy of consideration has been driven from our American
Behind such a program must lie a
1. Re-editing of a selected group of .Aincrl- shores: it shall not return.
sincere desire for service and good-
curl and industrial subjects which could
social In this common cause, many nat
will. These are matters of govern-
be selected for interest value in South American ural advantages already exist.
ment policy to which we have
eoimtries. Films from llie aviation, motor, agri- President Roosevelt and our admin-
already noted your staunch adher-
cultural implement and allied industries are
istration in Washington have contrib-
ence. The immediate result of this
specifically reeommendeil. Such subjects niighl
uted generously to the atmosphere of suggested program would be one of
easily arranged for llirough llie
be iiidiislriis
sincere goodwill. In mutual friend-
mutual business profit, but the
named without cost to the Council.
ships and by a growing appreciation greater gain in mutual untlerstand-
2. Eiicouragemenl of production of new. spe-
of our related problems, our busi- ing that can best come about
cifically designed subjects by business sponsors
ness leaders share this regard. through the broadening experience
interested in this market. Travel organizations,
Your government can do much to of travel is one which our two
particularly steamship lines, should be co-
encourage this movement, to the countries must view as most desir-
operative in such an undertaking.
Encouragement of
benefit of your people and to their able in these times.
3. circulation of South
.American subjects in our country by pre-ar- immediate financial profit. V^ by not Sincerely.
rangement with the countries interested. A series lake the initiative at this hour to set 0. H. Coetln. Editor
of endorsed subjects placed with established dis- up your own program of goodwill BUSINESS SCREEN
tribution agencies in the United States wouM
reach millions of our citizens within a com-
paratively few months. Products, travel and so-
cial subjects would be included.

Nimheh Two Mill

risi
 )

9P01P

imagined, the speaking voice and. keeping the resonance and

should preferably be low-pitched; warmth of the singing voice, he
that is. in the lower register of the should assume a conversational

I SCOUT tonal range. In a man. the baritone

type of speaking voice is favored
tone. The prospect
a while, that the speaking voice ha;
will note, after

over the tenor. In a girl, the mezzo- caught the vibrancy and richness of
soprano register is preferred to the the singing voice. This suggestion

FOR MOVIE high soprano. Naturally an artist

cannot always read lines "'way
should be beneficial, for to ha\e
a good speaking voice is merely tcj
down." The pitch must vary ac- utilize one's singing voice in a con-

TALENT . . .
cording to the emotion or thought
involved. It may go into a higher
register for one particular phase,
versational manner.

Tips on Vocal Volume

and then down again into lower The next consideration of voice i-

by Clarence M. Shapiro
-V?
R Talent Scout's
range for another, otherwise mo- volume, \olume is vocal power,
notony will result. Then again, and is essential because a voice
caution must be exercised not to must be heard. Regardless of cor-
-V? «v? acquire a sing-song quality. The rect pitch and appealing quality, if
transition from low to high, and the audience must strain itself in
back again, must be absolutely nat- order to hear what is said the efi'ecl
New Book on ural and flexible. But the basic is

volume
lost. In the theater greater
speaking register should be in the is required than in motion
Hollywood's Requirements lower portions of the tonal range. pictures,on account of the size of
After the pitch of the voice, the the auditorium and the distance
Might Apply Equally Well to next consideration is quality. By between the actor and his audience.
A
Commercial Film Production that is meant timbre and color.
low-pitched voice in itself is not
In
because
power is needed,
pictures less
microphone is sensi-
the
sufficient. To be appealing, it must tive and the studio is sound proofed.
also have resonance, vibrancy, and However, even in the mo\ies. par-
To an ordinary in outdoor shots, we re-
A. KROCH & SON, Publishers, Chicago beauty. illustrate: ticularlv
inexpensive violin has the conven- quire a somewhat greater volume
tional four strings capable of play- than is necessarv in ordinary every-
ing the lowest to the highest tones. day conversation.

• One of the most interesting

Vet it may lack the rich haunting .Accordingly, prospects should al-
vice versa. Countless business ex-
tonal beauty of a rare old Stradi- ways make certain that they are be-
little volumes to either the sponsor ecutives have closed momentous
varius. and its appeal is therefore ing the same time
heard, but at
or director of films, as already deals with the assistance of a ro-
nil. should take pains to avoid exces-
noted in these pages, is Mr. Clar- bust, vibrant, and penetrating sive volume. It is always wise to
ence M. Shapiro's "/ Scout for voice that commanded attention and Improve Vocal Prodi ction
note carefully the size of the room
Movie Talent." In a recent discus- respect conference table or
at the Likewise the human voice — but and the distance between the listen-
cussion of the subject with the stockholders" meeting. with one exception. The tonal defi- er and the performer, and then ad-
author. BisiNESS Screen found that Then ciencies of the cheaper violin can- ones power accordingly.
there was the attorney who just
many of the qualities this talent pleaded his case before a jury in a not ordinarily be improved upon. Occasionally, for dramatic elTect
scout looked for in selecting per- But an actor can cultivate vocal
harsh, strident voice and was forced it may be necessary to subdue the
sonalities for the entertainment film beauty by learning correct voice
todepend much more on pure legal voice, at times rendering it barely
applied equally well in casting production. This phase of the dis-
acumen than the less competent audible. The listener willingly
commercial production. barrister who cussion is a subject upon which words: he
caressed the ears of strains to catch the is at-
Some
of these tips will be help- the twelve tried and true gentle-
countless books have been written, tentive and alert. Vilien the de-
ful to the sales executive, too. in men land ladies I
with vocal milk and limitations of space and time sired eff^ect is accomplished, let the
planning his own speeches. \^'ith and honey. preclude undue elaboration
any listener relax again, by restoring
the kind permission of the publish- upon it here. There are many ex- volume and making it easy for him

ers. A. Kroch & Son. Chicago, we Voice Quality Ranks High cellent vocal and dramatic teachers to understand. Obviously, as with
present excerpts from two typical Similarly, how soothing who can ably render valuable in-
pitch-level, volume should never be
to a fe-
chapters on "Voice" and "Pronun- vered patient struction in this respect. Suffice it
constant and inflexible, else the re-
is the gentle, well-
ciation." (For a copy of the com- modulated voice of the doctor or to say here that proper relaxation of sult monotony. Its variations are
is
plete book see Page 33 of this nurse as they speak words of en- the throat, together with correct determined by the emotions ex-
issue. couragement. \S'hy. even the Bible breathing and a judicious use of the pressed.
says various resonant chambers and
that a soft answer turneth
sounding surfaces nature has en- Resonance and Recording
away wrath!
Some Notes on \OICE dowed us with, will produce the It should also be noted that a low-
By same token, the reaction
the
requires diligent pitch and a resonant, vibrant quali-
quality desired. It
• Occasionally we meet a person of a movie audience to an artist is help a voice record well. If a
study, patience, and perseverance, ty
who instantly appeals to us for no greatly influenced by his voice. The
but the end invariably is attained. voice lacks these characteristics its
other reason than his voice. Some- handsome hero cannot declare his have alwavs believed that a recorded version will be dull, hol-
I
thing in its quality and inflection passionate love anaemic, high- in low, and colorless. As the actor's
good speaking voice can be devel-
fascinates us. and we enjov listen- pitched utterances. Nor can the movie merely a
oped bv using, when one speaks, the voice in a is re-
ing. It almost musical as a mat-
is beautiful heroine vow her undying
:
lower register of the singing voice. cording, the results of such vocal
ter of fact, it is music the melody — devotion in shrill, squeaky tones. It
In other words, the artist should deficiencies are obvious.
of speech! would spoil the illusion. During the old silent motion pic-
start a speech as though he were
In romance, in business, or in .\ talent scout, therefore, care- about to sing in the lower singing ture days, an actor paid very little

the professions, voice is of impor- fully listens to the quality of a register. After a few utterances in attention to his voice. Vocal quali-
tant consequence. Many
a youth has prospect's determine its
voice to this manner —
gradually, while still ty and its were
related attributes
wooed and won his lady love with merits or defects. And what does the talking —
the artist should eliminate entirely ignored or overlooked. But
the aid of an alluring voice, and scout listen for? Well, as can be any melody or music from the tone (Please turn to Page 37)

ri6i Business Screen

 THE MOTOR TRUCK MAKERS
TELL THE HUMAN STORY OF
TRUCK TRANSPORTATION IN A
FIRST INSTITUTIONAL PICTURE

• Thk story is sum-

of truck transiiortation dedicated in the interests of truck transportation, the film to their own members first; second, to
marized in the opening words in
narrator's it contains no advertising, asks no contribution legislative bodies: third, to traffic groups, ship-
>i(«g/ng tf heels, the first institutional motion of the audience excepting its goodwill and pers and other individuals who generally use
picture presented by the industry and sponsored understanding. Since that understanding alTords motor transportation.
by the Automobile Manufacturers Association. those who see the film an intimate glimpse of a
"By the time they have accomplished these
."'
"Singing wheels that serve America is . . business whose ramifications touch everv' citizen
.showings, we will have completed our program
the film's tribute to the trucker. "A vital free in his daily life, its value is self-evident.
of contacting national headquarters of such or-
enterprise at work. .-V great industry working For Singing W heels tells of the more than
ganizations as the .American Legion. National
to keep those wheels turning."". Thus, in sound . . 48.000 cities and villages in this country which
Grange, Kiwanis. Rotary, fraternal organiza-
and pictures as vivid and realistic as the lives are wholly dependent upon trucks for all the
and church groups. It is our thought
tions, civic
of the four million men and women who help necessities of life ... of the four million men
to show these national headquarters the film and
keep the wheels turning, the camera captures directly engaged in keeping the wheels of high-
ask them to write their slate affiliates suggest-
this vital phase of .\merican Inisiness. way transportation rolling. It tells of this in
ing that they in turn urge their units to request
Brielly told, the story of ^ini^ing If heels is narration and pictures that are imaginative and
showings of this him from the state trucking
that commercial motor truck transportation.
of convincing in their scope. What we see and
association.
its and to other lines of busi-
service to the public what we don't see. because most of it happens
ness, the millions of persons it employs, its con- while we sleep, is dramatically portrayed in
State Associatio.ns to Co-opervte
tribution to highway maintenance and construc- this film of the men and machines of a trans-
tion and its new and important role in national portation sjstem at work. "\Xe have acquainted all of the state associa-
defense. In its 2.'^-minutes of screen time, it
tions with this activity and are encouraging
tells in straightforward, realistic fashion this Now BeI.NC DlSTRlBLTED NvTION\I.I,> them in turn to get in touch with the affiliates of

story of an around-the-clock business that keeps national organizations as well as to contact

Following its twin premieres at the National I

a vast How of goods and commodities moving local groups of such organizations themselves.
convention of the .American Trucking Associa-
in cross currents of a never-ending stream . . . tion in Los Angeles in November and at a \^asb- ""In some states where the population is quite
serving farm and city, industry, commerce, ington show ing in December prints of Singing
i
heavy, individual operators will undertake the
agriculture and John Public over the network. . . If heels are being released for widespread na-
[)rojeclion of the film in certain areas so that in

of America's highways. tional distribution. .According to .Arthur C some of the larger states as many as eight prints
will be in circulation simultaneously.
Butler. Manager of the Motor Truck Division
Of Intf.rkst to .\ldikn(;f.s Evf.rvwhere from the circulation through the slate
"'Aside
of the Automobile -Manufacturers' .Associatitm.
To farm and business organizations.
clubs, this general program is being followed: members of the Motor
Inicking associations, the
schools, church groups and. in fact to almost "'The circulation of the film has been built Truck (!ommittee have purchased prints of the
every kind of audience. Singing H heels is a around the motor truck associations. These
state tilm for circulation through their own distribu-
"must for the film program. Although frankly
" slate associations have been encouraged to show {Continued on ihe ncxl /Higc)

Number Two • 1941 [17]

 {Continued from tin- previous page)
tion facilities tliirinp (lie

"In addition to this circulation, prints will he

coming months. 1941 TRE\DS IK BISIMSS FILMS
distributed to university libraries, YM('A.
metropolitan school systems and other outlets
• Hefi.ectini; a confidi'nce based on sound especially noteworthy that the light touch of the
statistical evidence of sales risults sponsors of animated cartoon has proved far more successful
such as C.CC camps. For example, we have al-
ready allotted sixteen prints to the CCi'.. who film programs during U\ brought film produc-
'
than any other form.
will show the film to three hundred thousand tion levels to a new high, both from the stand-
Fields for New Sponsors
persons within about four months after which point of individual numbers and in the all-
lime the prints will be released for work in important measure of showings and att n.-lance. The film offers particularly strong advantages

other channels. Through its many channels. IksiNiss Scheen in I9U manufacturer of consumer goods.
to the

"Each association been furnislieil In the first place

its circulation can be directed
state lias has assembled a weighty amount of factual evi-
one print of the film alonj; with suggestions on into areas of the greatest industrial expansion
d.iice: through further cooperation the editors
how to obtain effective circulation. Suggestions following new patterns of defense in aetivitv:
hope to present these tacts and figures in these
have been provided state trucking associations secondly, its appeal and singleness of purpose
pages throughout the early months of 1941.
such as tying in announcements before and after assure delivery of the sponsor's message in an
Round numbers have little real bearing on era where the "excitement" of the press and
the showing, passing out pointed facts about
the states' own problems after these show-
medium. The great majority of
the value of the
radio lessen normal reaction to these media.
ings, releasing publicity to the smaller town
sound films are aimed at specific audience The whole problem of national defense has
newspapers, etc. Further, these have been pro- groups. These may number as few as ten or a created a maze of other situations. Consumer
vided with forms for keeping simple records of dozen executives; on the other hand, the sponsor credit, home
building and furnishing, agricul-
requests for showings. of a very popular subject for mass circulation ture, and domestic buying are just a few of the
frequently is obliged to Until the distribution to fields which will be influenced bv either the
.Attendance to 1'>e T\bilated
selected audiences in the top strata of prospects influx of new purchasing power, changes in
"The method in ubicb we expect to obtain only because of the tremendous demand. buying habits, need of increased production and
accurate attendance figures is by furnishing similar results.
eacli state association \iitli a quantity of self- Films More Selective th.\n Ever
addressed postal-cards. These postal-cards are Tr.\ini.nc Need Even Greater
Improvement of distribution facilities, ready
addressed to the Motor Truck Committee in
acceptance of sponsored films by all types of The film's unique powers of demonstration
\S ashington and are to be mailed in by the and instruction were never more important than
group organizations and by almost every "fam-
Cliairman or Secretary of the group to whom ily" theatre in the country has increased rather now. As discussed elsewhere in this issue, hun-
the picture has been shown. As these cards come dreds of thousands of new enrollees now being
than lessened the film's selectivity. The sponsor's
in.the information will be tabulated, and at the organized in Army cantonments
product story or public relations message may will benefit by
end of the month the original cards will be training films. Such a series based on automo-
now be told to exactly the audience for whom it
mailed back to the stale associations, thus giving
is intended. It is thai kind of medium: this bile and aviation engine instruction has already
them a record of the showings within their state.
asset further supplementing its already superior been put in use fsee Page 17. Issue 2. Vol. III.
In this way, we hope to obtain an unbiased
realism and dimension. Business Screen i in Army schools. Other pro-
record of actual attendance.
In the field of screen advertising, the national jects are und.r way to provide further sound
"A series of bulletins are being prepared so
sponsor getting full circulation in a majoritv slidefilm and sound motion ])icture material
that we can currently keep the various state as- is

of theatres now operating in throughout the Corps.

sociations informed both on the progress of the all the United
States. He does not want the Class ".A" theatre But what about the other thousands of raw
program as well as to furnish them suggestions
from time to time as they come to our attention. group not now generally open to this type of recruits to industry? This vast new influx of un-
"Showing may be arranged by contacting the screen fare. Far more preferable are the neigh- skilled workers need to learn the operation
Motor Truck Committee of the Automobile borhood houses close to the dealer setups and in and maintenance of machinery. Capable instruc-

Manufacturers .Association. The .American these advertising reels enjoy both audience ac- tors among older heads are far too valuable "on
Trucking Associations and the stale motor truck ceptance and dealer enthusiasm. Production the job "
to be detailed to this task. This is in-

associations." s:andards must be jealously guarded and it is dustry's problem: one of the biggest it will have
to face in 1941 and one which films can help il

solve with immediate advantages in increase of

output, maintenance of safety standards, and
SERMON TO economy of time.
SALESMANAGERS SlMMARlZlNC THE TrENDS IN '41

Summarizing the trends in '41. the editors of

Voii i-;in want tt>
talk all >oii Business Screen would add one final word of
bill . . . about half of what
caution. Short-cuts in production technique will
>f>ii jtist said will sink in
serve well enough for films utilized within t!ie
aiul half wont. Tell liini

the same tiling ajfain for sponsor's ow'n organization. The public that pays
emphasis and yoiril prob- for the technical perfection of Hollywood in its
abl> find the story u little nightly meanderings lo the boxoffice (to the tune
dilTerenl yourself. Films, as of 0.5.000.000 admissions last year! has learned
llie prodtieer ont-e said, are
to expect the same perfection in the rest of its
"set up lo fix this." They
film fare. If you expect to show- a picture to
lake your best argument.
put it right and plant it John Public in "41 you won't need Gable or
deep willi pietures and Myrna Loy: in fact you'll do better in some
sound thai reall> sin*K in. instances to slick to plain, unvarnished facLs.
Insiirf the kind of results But be sure your film looks and sounds ac-
this ^els for you by lisin^ cording to the standards you set for the rest of
sales-training films in *41.
vour advertising: successful perfornuinces are
(PHOTO BY A. GEO. MILLERl the least exp^-nsUe in the long run.

lol Business Screen

 TIIEATR[S

OIN HANDS IN A GREAT

CONSUMER SELLING PROGRAM
lllo LONGER do the nation's glamorous movie palaces constitute a business
unto themselves. For they have opened their screens, nearly 10.000 of them,
to become partners in a vast consumer selling program.

A market of 41,000.000 movie goers each week has been made available
to advertisersfor the exploitation of nearly every type of product, from a
5c candy bar to the latest models in streamlined automobiles.

Acting as liaison officer between advertisers and theatres is the Alexander

Film Co.. producer and distributor of short-length theatre screen advertising.
It is through this company that nearly three-fourths of all theatre screen
advertising is distributed.

The powerful selling factors of the theatre screen medium are inherent. A
combination of sight, sound, action, color, and a ready-made, attentive
audience, has been ever present from the early days of motion pictures. But
lin the 22 years that have passed since the Alexander company first brought

the advertiser and the theatre screen together, what may now be called an
important advertising medium has reached a peak of efficiency, causing wide-
spread interest among advertising men.

Early skepticism of theatre screen advertising soon gave way to a healthy

:uriosity and a desire to learn more about the medium. Today, busy motion

ILEXANDER FILM CO.

COLORADO SPRINGS, COLORADO
1 NEW YORK • CHICA60 • DALLAS • ATLANTA • SAN FRANCISCO
 .

THE THEATRE MEDIUM, <:^«///.«^/

f^^ O-^-i
^\^

MANUFACTURER
COOPERATION
and th* company also provides special productions
for many of the nation's largest manufacturers . .

'>>';.

who promote the medium to their thousands of

dealers with broadsides endorsing film-ad use.

':--->><'.

h^^

•f

In addition, about 11,000 local retail merchants

now use Alexander syndicated theatre screen
advertising . . .

w
,vt»-re"«'

\wm
 THE THEATRE MEDIUM, c.,«^w^

butors of the Association of Advertising Film Companies, a group which

controls nearly all theatres open to theatre screen advertising.

In addition to providing the playlets, the manufacturer usually participates fvWi

in Film company represen-
the cost of the dealers' theatre screen programs.
tatives merchandise the program to the manufacturer's dealers, backed up
by an aggressive direct-by-mail promotional campaign provided by the
manufacturer. Each dealer contracts with a film company representative for
the amount of service he desires. Billing arrangements vary according to
the procedure in effect for handling dealer advertising in other media.

Individual signature trailers are furnished with each dealer's service. Most
manufacturers sponsoring dealer-cooperative programs prefer that a standard, 175 Alcxandtr rcprcMBtativat kMp In ceatoct
iiMrly 10.000 tkeatrcs which !«•• Al««-
'

with uMirly
approved art design be used for all signature trailers, with change of printed aiidcr sarvlct

and spoken copy to fit each dealer situation.

Rigid control of the entire dealer-cooperative program is maintained by the

manufacturer in reserving the right to approve all dealer contracts before
service started. The amount that each dealer may spend for theatre screen

l
is

advertising is usually based on a percentage of the dealer's earned advertising

credits.

'_/y
They carry the story of Mm advertising iato stores
aad egces from coast to coast. They tell
MOPCIMaTS • •

Sa^J'^IElL
^iidiMi^^'-
EXCLUSIVE rights to theatre screens are given the
advertiser during the weeks his advertising appears.
No directly competitive product may share his valuable
m
iSS?^^^
^)i0> screen space to set up an advertising counter-attack.

how Aleioader Mm-ods earn be ascd to reach aedi-

Typical of the dealer-cooperative programs handled by Alexander Film Co. enccs in a single town or an entire trade territory.

are:

DE SOTO DEALERS' COOPERATIVE FUND - - released by J. Stirl-

ing Getchell. advertising agency. Up to 26 weeks of service for each dealer.
Specific black and white playlets and Alexander library playlets with De
Soto inserts are being used. Billings on approved dealer contracts go to the
agency for payment from the De Soto Cooperative Fund.

DODGE DEALERS' COOPERATIVE FUND - - released by Ruthrauff

y Ryan, advertising agency. Up to 26 weeks of service using specific black

and white playlets, produced by Alexander, featuring passenger cars and
trucks. Agency accepts billings for payment from Dodge Cooperative Fund.
They explain the mechaalcs of motion pictnre
FORD DEALERS' ADVERTISING FUND. Inc. - - released by branch
ture trailer.
offices of McCann-Erickson. Inc.. advertising agency. Amount of each
dealer's service in proportion to advertising credit with fund. 26 natural
color playlets featuring Ford. Mercury and Ford trucks are being used.
Agency accepts billings for dealers operating under the advertising fund.

FRIGIDAIRE DIVISION, General Motors Sales Corporation - - released

by Lord ^ Thomas, advertising agency. 14 natural color playlets, produced
under factory supervision, by Alexander Film Co. 9 feature refrigerators
and 5 feature electric ranges. Frigidaire participates in the cost under the
established advertising cooperative plan with dealers.

GENERAL ELECTRIC COMPANY - - placed direct with Alexander

Film Co. Specific films produced by Alexander Film Co.. 13 featuring rcfrig-
The playlet demonstrolos the advertiser's prndoct
or service. Air-tightaou of the ro fria e rotoi h the
graphic demonsti a tlea horo.
 THE THEATRE MEDIUM, continued

The signatur* trailer, which the salesman helps the

merchant plan, tells aHdiences where to obtain
the prodHCt. ^'

Hr' SELECTION of markets in which theatre screen

ik^JM advertising wilt reach the most logical prospects for
any gicen product or service is made possible by a
,^\"^/'^' never ending research carried on by the medium.

erators,
duced
two
in black
featuring G. E. ranges, one film featuring water heaters all pro-
and white. Dealers pay full cost of service and receive adver-
—
tising credits for portion of service from the General Electric company.

THE B. F. GOODRICH - COMPANY

On Alexander stages, the nation's commercial
Hollywood, playlets ore produced by a crew ot
skilled movie technicians . . .
- placed direct with Alexander
Film Co. 26 black and white specific playlets are produced annually by
Alexander Film Co. Approved dealers pay full cost of service and receive
participation from Goodrich based on total purchases from factory.

THE SEIBERLING RUBBER COMPANY - - placed direct with Alex-

ander Film Co. Black and white playlets, featuring Seiberling tires and tubes,
are produced by Alexander Film Co. with official Seiberling approval.
Seiberling accepts billings for the full amount of approved dealer's contracts
and in turn bills the dealer monthly for their share of the cost.

i
including sound experts, working with the latest
RCA Ultra-violet sound recording equipment.
In the national picture, advertisers contract for theatre screen circulation
through GENERAL SCREEN ADVERTISING, Inc., Chicago. Alexander
and other co-distributors handle distribution of G.S.A. releases through the
same channels used for their own local and cooperative service.

National sales representatives for GENERAL SCREEN ADVERTISING.

Macy 8 Klaner, Chicago, and
Inc. are the Jam Handy Theater Service, Inc.,
New York City and Detroit.
Advertisers arranging Minute Movie campaigns may select theatres offering

coverage in whatever areas throughout the country they may be interested

in.These theatres are contracted for by one of the distributing companies
and listed with G.S.A. as available for national advertising.

At present G.S.A. can provide a total weekly circulation in excess of 41

million people. Rates for national Minute Movie circulation are based on
a per thousand weekly attendance.
Every playlet is test-screened by a critical audi-
ence of advertising men and women before it is Listed among
products starring in Minute Movies are such famous brands
released to
as Chevrolet. Carey Salt, Whiz Candy Bars. Florsheim Shoes. Rice Kris-
. . .

pies. Kraft Malted Milk, Rinso Washing Powder, Alka-Seltzcr, Eveready

Flashlight Batteries. Nu-Enamel Paints, Oldsmobilc, Monarch Coffee,

^m Camel Cigarettes.
Westinghouse Refrigerators.
Shell Oil, Esso Gasoline. Swifts Brookfield Butter and

ALEXANDER FILM C
the Service Department for insertion in Alexander
campaigns. Results merit an 81% renewal rate,
COLORADO SPRINGS, COLORADO
year after year.
Officesin NEW YORK • CHICAGO • DALLAS • ATLANTA • SAN FRANCI
C Firestone's new sound motion
picture Champion. «hich features
Wilbur Shaw, three-time winner of
the Indianapolis 5()0-mile race and
now head of aviation sales for Fire-
stone, presents the familiar "safety"
theme in a fresh, newsworthy set-

ting. Among other screen subjects

from the motor industry worthy of
mention is Ford's Hon- Do They Do
It film for dealer education. Stude-
baker. another well known sponsor,
added showings of the Automobile
Manufacturers .Association's 5mg-
inf. If hri'li to its December and

January meeting schedule in major

American truck markets. The meet-
ings launch Studebaker's new trucks
and commercial cars for 1941.
Headline stories of the year are
in two G.M pictures. .Vcu- Horizons
and llhal So I'romlly If,- Hail. The
leading motor manufacturers can
take pride in 1940-41 film pro-
grams. Ford, for example, has
twelve fascinating sound motion
pictures now available for general
distribution the story of ten Dodge
;

films appeared in a recent issue of

BISINESS SCREEN. Throughout the
General Motors organization the
screen medium is doing double-
duty in its daily service assignments
as well as in the entertainment and
education of the public. There's
still a great job to be done in tell- iiiiili mill
ing America about this greatest of
all industries, particularly in light
iiiiiiliiii;
of its now -realized value as our
greatest weapon in defense of de-
mocracy.

The Slidefilm Roundup

The movies get the glamour, but
sound slidefilms roll along doing a
man-sized job for every one of the
growing multitude of sponsors. .And
not all the glamour goes to the
movies either with color, new per-
fection of recording techniques and
belter-than-ever projection equip-
ment on the credit side of the slide-
film ledger. Sponsor names heard
frequently the past si.xty days in-
clude .American Steel & \X ire. Mont-
gomery Ward. Glidden. Hotpoint.
Westinghouse. Parker Pen. General
Tire & Kublicr. ('ooper's. Sears, and
Armour.
Screened recenlh was Anil .So lo
Sleep, (see cut I. a l.S-minnte. 80-
frame production for American
Steel & Wire. Cleveland. This sub-
ject steps out to do a consumer sell-
ing job (for consumer groups.
women's club showings on the I

Compan>'s Premier Spring Wire

bedding equipment. Accompanied
by good dealer promotional pieces.
the program offers excellent sales
possibilities.

On another tack is the series of

 ) —

• One ok thk most serious luiinli- duct can be put into a few profitable
caps to profitable retail operations in words. But that is not the whole
the liquor business today is the lark story on selling sentences. Some of
of knowledge and retail
product you. I am sure have developed some
salesmanship. The lack of trainint; Tested Selling Sentences of your
and preparation given to "the man own. Let mequote you a couple of
behind the counter" has been noth- Tested Selling Sentences that re-
ing short of tragic. A few clerks tailers in this vicinity use to good
here and there have managed some- advantage.
how to fortify themselves with a fe\v
( Quote Tested Selling Sen-
meager facts about products and in-
tences which you have heard
gredients, but even these aggressive
used to good advantage on the
few sometimes find it hard to Icll
trade in your territory.)
uliat tlu'\ know to the customer. All
too many clerks are still waiting for
"1 am sure there is one thing
people to come in and take the prod- that this filmmakes clear and that —
is the responsibility which rests on
uct away from them. They make no
The the shoulders of you men behind
attempt to do a selling job.
price of the item is often the full the counter — the responsibility to

extent of their product knowledge.

the business and to yourselves. You
But it isn't entirely the clerk's fault. have often heard it said "Knowledge
is Power." Certainly knowledge
Ever since repeal retailers and their
clerks have been asking. "Where can
The retfiil Uquvr salesman profits by Calvert's eiinriitiotial sinleplnis. product knowledge is power in the —
we get the facts?"
whiskey business today.

the
After four years of research in
field by members of its trade

relations staff. Calvert Distillers

CALVERT SLIDEFILMS "Knowledge is power plus
power plus profits! If you have the
—
knowledge and use the knowledge!
Corporation has launched a nation-
wide dealer training program de-
AID LIQIOR SALESMEI I am sure that everyone of you at

some time or other has felt the need

signed to fill this very need through of some "Selling Conversation." We
10. Help clerks and barmen im- Excerpts From (Calvert's don't mean ordinary conversation
the use of sound slidefilms and other
prove sales and profits for their Presentation Material about the weather. We mean some-
visual training methods. Two audio-
employer, and to increase their "\^'hat"s in the Bottle?" thing to say about the product you
visual programs have already been
own earnings. are selling, particularly about the
produced. One. IT hat's in thr Rot-
I Suggested Introductory Remarks
features the product, and the quality products that you want to
tie,
Pitting the Films to \^'ork *
hat's in the Cash Register.
"\^ e have seen a lot of changes sell to earn those profit dollars.
other. If

demonstrates sound selling tech- Now a visual training program in this business since repeal. We (Show Printed Selling Sen-
Other films are to be pre- such as this is fine if it is effectively have seen new lines and new pro-
nique. tences printed on cardboard I

put to use. Far too often fine films ducts come and go. Thousands of
pared on such subjects as advertis- "Here we have the printed resume
are produced only to be turned over brands of whiskey and spiritous
ing and display in the retail store, of those selling sentences which you
cold to a field force which hasn't beverages have crowded the Ameri-
what makes good whiskey, and what saw and heard in the film. ^^ e have
makes good gin.
the slightest idea of how to use can market since repeal. The FAA
a sufficient number of copies to be
them. and. as a result, showings are at Washington is authority for the
distributed to all stores. These
Program Has Ten Objectives perfunctory and usually fail in their fact that more than .'-iO.OOO brand
printed cards will be delivered to
Briefly, thisprogram is designed purpose. Calvert's problem at the name permits are on the records of
your store in person by your Cal-
accomplish the folowing: outset was to see was
that there the Federal Government. You and
to vert representative. Keep these
enough projection equipment and I know that a lot of these brands
1. Give clerks and barmen a tested selling sentences in ahandy
that it was placed in the right spots; have been short-lived. They have
clearer idea of the importance place in the store for quick and
to see that their own men would come and gone over night. Some
of "the man behind the coun- ready reference. This program
take to the films kindly and insure have enjoyed a longer life. Some
ter." which you have seen is just the be-
their constant use. have been able to hang on section-
ginning of Calvert's latest contri-
2. Emphasize the difference be- This problem has been met in ally — in certain parts of the
bution of this kind to the industry.
tween selling and clerking. several w'ays. During September country.
There will be more programs of this
.1. Illustrate the extra profit op- and October the Calvert trade re- "\^ hat are the reasons which ex-
kind in the future, dealing both with
portunities of selling versus lations organization conducted plain the success of some brands
products and with over-the-counter
clerking. eleven district meetings where the and the failure of others? A lot of
selling methods. They will be based
reasons are given. Some
4. Trade-up clerks on selling as a purpose of these films and the pro-
amount of advertising
say that
— not upon high-pressure selling
profession. cedure for their use was explained
to the 350 Calvert field men. Sec-
the
factor. .Some say that it
is

is
the big
the type
efforts — but
upon fact. All these
5. Give clerks and barmen valu- future programs will be designed to
ondly, since that time the home of promotion put behind the pro-
able product knowledge. put more Profit Dollars in your cash
office has utilized a regular bulletin duct. Some say it is the shape of
(). Show clerksand barmen how to register.
service to keep the men posted on tile bottle, the time at which it was
use this knowledge: bow to pass
and needle
results in other districts introduced, the brand name itself.
it along to their customers.
them with testimonials from other 'Allien all is said and done there
7. Give clerks and barmen a more only one real legitimate reason
salesmen. Thirdly, there are six is
authoritative background; make why some whiskies have failed
men in the field constantly doing
them whiskey authorities: help while others have succeeded. That
supervision work: aiding the men to
them to talk authoritatively. one reason hal's in the bottle?
conduct more "sbowmanlike" meet- is: If
8. Teach young clerks and barmen ings, and setting up screening op-
how to win the respect of the Film Presentation Inch des
portunities in key spots. The fourth
trade. Closing St.\tement on
solution has been special preview
9. Teach clerks and barmenhow to showings to jobbers, who in turn "What's in the Cash Register?"
build prestige for their em- carry the good work out among the "There you have just a few ex-
ployer and his business. retailers. amples of how' the story of a pro-

[241 Business Screen

I
EXPERTS EVERYWHERE ^/(?!^e ABOUT

RCA16mm. SOUND

FILM PROJECTOR

Projector-wise men and women in

schools, colleges, industrial con-

cerns, film laboratories and pro-
ducing companies both here and
abroad, agree that this is

the finest 16 mm. projector

on all three important counts!

1. Finer, clearer sound

2. More even light on screen

3. Greater simplicity of

operation

The finest — yet priced ^ith the lowest!

NINE SHORT MONTHS, the new RCA sible for RCA Photophone Equipment, used mav be quickly rewound by motor. Cleaning
IN16 mm. Sound Film Projector has become by Hollywood film producing companies and and adjusting are very simple. Large l6-tooth
a sensation! Critically tested and compared thousands of motion picture exhibitois, this sprockets and better film channel design
with all other projectors, it has been enthusi- projector has over-size reflector, condenser, greatly reduce wear on film.
asticallv accepted as the finest performing, and objective lens which provide more even Compare the RCA 16 mm. Sound Film
simplest handling equipment on the market distfibution of light on the screen. Sound is Projecror with any other — at anything like this
— not only by experts in this country, but also clear and more brilliant because of film take- equipment's low price! Your own good judg-
in Australia, India, Argentina, Colombia, up equalizer and superb electrodynamic ment will convince vou that here is your best
South Africa and many other lands. speaker. At either high or low volume, words buy! For fiill details, mail coupon.
The finer performance and greater operat- and music are full and clear.
ing simplicity of the RCA 16 mm. Sound Film So simple, it may be run by anyone, this
Projector is the result of RCA engineering. projector has threading line cast on projeaion For finer sound film projector
Designed by the same men who ate respon- block, for extreme threading ease. All size reels performance— use RCA Tubes

Tradvmjrljs Victnr and' RCA Victor' Rcg.l'.S

Pac Otf. by RCA .Manufacturing Cumpany, Inc- Fducational Depl. (BS-12)
RCA Manufacturing Co.. Inc.
Camden, New Jersey

Please send me wilhoul

obligation, com-
plete information RCA 16
concerning the
mm. Sound Film Projector.

\.tme __»«.«.»..
Audio Visual Service Educational Dept., RCA Manufacturing Camden, N. J.
Co., Inc.,

TTTTfirfT|||gi||ff||a«^__A_Service of the Radio Corporation of America

Number Two 19U [25]

 FILM PREVUES
(Conlinued from fagf 2.il

dition. large numbers of civic, so-

and parent-teacher associations
cial,
have seen and will continue to see
the picture. Today, the film of I

which there are more than 60 prints

in circulation! is enjoying S. R. O.
audiences.

"Journey to Jerusalem"
i,rfi{i' fro.:i
Murder Provides A Moral Maxwell Ayulersou play now repro-
iluced soutnl motion pictures.
In New Service Training
in

Film for General Usage

Some people don't need a hatchet

and a gun to commit murder — at
least not an automobile service
in
shop— according to a 15-minute
sound slidefilm. entitled The Service
Murder Case, just released by As-
sociated Sales Company. Detroit.
The film traces the activities of a
shady, shadowy character, called
"Indifference." who lurks in every
service shop. "Journey to Jerusalem" presetita

A MONEY-MAKING DEAL Under his

automobile mechanics so completely
guidance, a trio of
Broadway atars iti tliis new motion
picture for national release.
Packard in Kodachrome
ignor a service customer that thev —
for projectionists who own murder his "Goodwill." The killing Title: Touchdown Teamivork
Sponsor: Packard Motor Car Com-
itself, the ensuing trial, and the final
pany
sound equipment exposure of the real culprit bv
Charley Chandelier an amateur — Producer : .4ssociated Sales Com.
detective — make the story in the
pany
For many years, automobile com-
(For equipment dealers, too) film.
panies have presented their adver-
Humorous and highly entertain- tisingprograms to their dealers and
ing, the film makes a strong point salesmen by means of speeches and
of the fact that "indifference" and
A large national advertiser requires the services of experienced blow-ups of the ads. This year Pack-
a prosperous service business can"t
ard made its presentation in a
operators who own or hove available to them SOUND motion exist under the same roof.
Kodachrome motion picture.
Prints and records are available Lsing
picture projection equipment ... to conduct showings in their a spectacular, closeh
for sale, according to Associated, at fought football game between the
local communities and adjacent territories. $7.50 each for single sets. S6.50 Detroit Lions and Green Bay Pack-
each for orders of 10 to 20 copies, ers, as a springboard. Packard's
A large number of popular subjects will be available. This is and 85.00 each for orders of 25 or presentation of its 1941 advertising
more copies. Requests for informa- and promotional plans is highly
on opportunity for a good year 'round, part-time connection. tion should be addressed to Asso- unusual and effective. The film was
ciated Sales Company. 3123 East shown to 4.000 dealers and sales-
Good compensation will be paid on a per show basis . . . with Jefferson .\venue. Detroit. .Mich- men, gathered in Detroit for the
igan. annual drive-away.
mileage allowance for showings in adjacent territories.

Here is a good money-making deal for experienced operators

with first-class sound projection equipment.

M 1
_'

ing
for
VapOrafe
tubititufes last-
•

inner resiliency
the easily lost
first

wafer content of each gelatin particle, to

STEPS
vapX Irate
FOR MOTION
PICTURE AND
STILL FILMS
O
protect your films against heat and brlttleness.
TO
FIRST VapOrate
then, separately, toughens the
*•• surface of each gelatin
particle AFTER
the inner lubrlca'ion is inside, to seal in the resiliency, to s-al
out water, oi dirt and fingermarks, and to provide protection
.

against scratches and abrasions, SAFETY

U yov can qualify . . . write 2
**•
VapOrate
then, separately, lubricates the outer surface of each
gelatin particle AFTER that surface is sealed to keep the lubrication outside where it
eases passage through the projector and relieves perforation strain.
Box No. 3-A, "Business Screen", A VapOrate then,
separately, admits air pressure AFTER the vaporized lubricant, in a
This is the first time • vacuum, has reached all the surface of every
gelatin particle. Ever-present normal air
this opporlunily has 20 North Waclcer Drive, Chicago, pressure keeps the lubrication impregnated so that cleaning fluid will not destroy Its
effectiveness.

been offered. Illinois, and we will reply promptly.

4 SEPARATE STEPS, taken one AFTER the other. In proper seguence. are the WAY TO SAFETY.
Motion Picture Films Bprr<T Photo Fin Motion Pictura Films
EAST WEST
Offer lapOra
Vaporate Co.. Inc
protection for Bell & Howell Co.
130 W. 46th St. 1301Larchmont Chicago
New York City 7IAN LaBrea Hollywrod

I20J Business Screen

 fs?;.
A MONTHLY FEATURE SECTION
OF BUSINESS SCREEN DEVOTED TO
Adler-Roehester, clothing manufacturer, utilizes the DeHaven
Iconovisor continuous slidefilm projector iri windotv displays VISUAL IDEAS AND PROBLEMS

Three-Dimensional Slidefilms News Briefs for the Idea File

• Prevled in these pages some case of mechanical demonstrations
STUDEBAKER'S NEW YORK AUTOMOBILE SHOW
months ago was a new slidefilm where the utmost realism in the
exhibit, featuring the full-color three dimensional showing
for General Electric on illumina- showing of depth of space is ad-
on the Real Life Projector (described in these pages last
tion. The showing presented an vantageous. Location of parts and
month), is now on national tour visiting principal Studebaker
innovation in slidefilm eqiiipmenl comparative sizes are also made dealers in major markets.
which has since heen further pi-r- more effective. In the showing of
fected and is now heing made automotive and similar products, ALEXANDER SMITH & SONS CARPET COMPANY has a
available for the market tlirongli particularly, the dimensional ef- Colorama exhibit in New York that features a "talking mir-
ror" demonstration that projects the feminine onlooker into
the Society for Visual Education. fects possess added sales values.
On a single SV'E projector a room that flatters her coloring. A
system of mirrors re-
.\nother interesting application and places the
duces the viewer to one-eighth normal size
equipped «ith twin lenses utilizing is in the field of interior decora- image a series of five different miniature rooms. Various
in
polarizing discs, stripfilm is pro lion and home furnishings. Room color types Include blonde, brunette, brown-hair, silver-gray
jccted with realistic third-dimen- interiors are given a realistic ap- and titian and decorating effects most flattering to each of
sion results. .Members of the audi- pearance showing respective pro- these types are carried out.
ence are supplied with Polaroid portions of furniture units; de-
viewers to obtain this effect in signs are enhanced to full beauty.
A NEW DESK VIEWER FOR KODACHROMES is pre-

much the same fashion sented by E. Leltz this month. This small, convenient unit
as that pre-
enables projection of 2-lnch square glass slides, Koda-
viously explained in connection Visualizing the Exhibit
chrome transparencies in ready-mounts, and 35mm nega-
with stereo Polaroid showings.
The National Metal ( Congress & tives or positive film strips.

TeCH.NICAI.
Exposition held in (Meveland last
SpECIF1C.VTI0.NS GlVE.N
fall presented further examples of
TECHNICAL INQUIRIES ANSWERED WITHOUT OBLI-
This new unit seems best suited GATION. you have any display problem, address the
If
modern \isual tfclini<pie for the
to smaller audiences at present Visual Displays Editor of Business Screen, 20 North Wacker
convention exhibit. .'Vmeriran Roll-
with a -Mazda 6()0-watt. two fila- Drive in Chicago. Such inquiries are answered promptly
ing .Mill (.^rmco) drew the visi-
and without the slightest obligation or referred to compe-
ment lamp of riOO-walts per filament
tor's attention with a twin auto- tent authorities.
utilized for three-dimensional jiro-
matic color slide presentation. One
jection. The projector may also be
screen featured process illustra-
used for single-frame showings,
tions while the other simultaneous- CONTINUOUS
utilizing the regular .'UlOwatt lamp PROJECTORS
ly showed finished products. Two
for projection. The three-dimen-
sional effects arc .secured through
rear-projection units carried 2x2 enable the aisp'flv
manager to enlarge
Kodachromes on a continuous belt.
projecting two similar frames the scope of his
The .\luminum Company of .Amer- window or exhibit
through the double lenses to obtain
ica was another visual exhibitor. display to the full-
an over-lapping or double screen est dimensions.
The .Alcoa movie theatre featured
image which are given dimension Such equipment is
continuous showings of two sound economical and
by use of the Polaroid viewer.
films. Mine to Metal and Fahrical- trustworthy enough
for many Itinds of
Applications in the Field mg Aluminum. .Also noteworlhy uses. They repay
The interest value of such show- was the Lindberg Engineering their investment in
sales results, (right]
ings is self-evident. The practical Company's show built by
an Ampro h^odel
value is more significant as in the {Continued on next page) CSS is shown.

Number Two lOtI 1271

 1

tion field, and creatiM

technical
advances that make
the modern
business film as different from the

ipm® Jii(B^®iii ^® w®!!ias product of five years ago as a 19

automobile is to the 1935 model
(Jiangcs in policy and plant fa
1

• Vi'lTHlN THK KLKST year of a gram has run its course and show- cilities. new products and improveil

new picture program, the sponsor s ings discontinued for various rea- ways of selling and distributing
investment in his film production sons of policy, etc.. the dealer finds them require new films to interpret
may be realized in its successful himself equipped with excellent these changes to both customer and
showing before its contemplated sound machines and accessories, in salesman.
audiences. ^ hen these showings fact all dressed up and no plac:' The dealer himself may take ac-
are arranged through the coopera- lo show. Several solutions have tion. Syndicated sales training
tion of local dealers, some may arrived at by dealers and sponsors films, short entertainment subjects
have purchased sound projection and these will be of interest to all of general interest and entire li-
equipment for the convenient show- ulio share this problem. braries of safety and personnel
ing of the film to customers and training programs are at his ser-
their own sales organization. In Capit.'^lize on Showmanship vice, many of them at reasonable
the case of dealer and sales train- It is the sponsor's responsibility. rentals or for outright sale. From
ing films, also, the dealer is first, to consider his dealer's avail- such a library he may provide en-
[Continued from previous page)
equipped for inter - organization able assets and to utilize this valu- tertainment for customers and em-
Gardiner Displays. Inc.. Pittsburgh.
showings, particularly where out- able showmanship opportunity by ployees and education that will pay
M. L. Neison. in charge of Lind-
side projection facilities are not either the re-editing of his previous dividends in increased efficiency.
berg Engineering's exhibits, de-
readily accessible. production or the production of
signed the Company's ""headline" It's a Real Asset
But what happens after the first fresh material. Considerable prog-
show. An up-to-the-minute presen-
ress has been made in the produc- More than a few dealers have
year? \^Tien the sponsor's pro-
on the
tation of headlines broadcast
installed small theatres by convert-
famaiar Trans-Lux equipment via
ing an office or conference room.
Transradio News Service featured
Very expense is involved;
little
Lindberg's exhibit at the Metal
seats and other equipment may be
Show. From the news teletype-
moved aside if necessary. But with
writer, an operator prepares the
the screen and projector readily ac-
news tape which is projected in
cessible, they will not be forgotten.
constant motion as a central fea-
One automobile dealer holds a
ture of the exhibit.
weekly showing for friends and
"Lindberg Furnaces Headlines — neighbors in his town. Letters of
of 1940." lettered over the top of
commendation and a tidy number
the news screen tied up the main of direct sales have resulted. On
theme. This was also carried out occasion he supplements his own
in the rest of the decorations which
films with those of local amateurs.
featured the same running style of He has even produced his own
news tape carrying the repeated newsreel showing cars and trucks
line "'Lindberg Makes News." The performing for
actually his cus-
Trans-Lux equipment utilizes cel- tomers in the vicinity. Try and
lophane film, a projector and a find a more convincing sales ar-
system of mirrors which carry the gument!
moving message to the news screen
All told, modern sound equip-
by rear projection.
ment both dependable and dur-
is
X^'ell situated on a main aisle.
able. The sponsor can keep it gain-
Lindberg's "Headlines" marked up
one of the attendance records of
QUALITY fully employed:
himself can profit by being a
but the dealer
self-
the entire Cleveland show. business showmanship!
starter in

AFL to Produce Movie

motion piotures since 1923
\^ ilhin a few months the AFL What is there about Loucks & Norling films that

will production of a movie make them outstanding?

start
based on the life of Samuel Gom-
Originality of ideas, creative skill, expert craftsman-
j^"mr2,oyi
pers. Chairman Charles Sinnigen
of the local Union Label Trades
ship and personal supervision by the principals in this

Department announced at the business result in motion pictures that have something
monthly meeting of the New York not found in the "run-of-the-mill" type.
Central Trades and Labor Council.
It costs no more to get a really outstanding film!
Paul Muni, who played the lead-
ing role in The Lije of Emile Zola When planning your 1941 sales promotion program,
and The Life of Louis Pasteur, has write or telephone:
agreed to portray the former AFL
president, Sinnigen said.
COlumbus 56974
Although Hollywood firms have
expressed interest in the story, the LOUCKS & NORLING STUDIOS
film will be produced entirely by
the .\FL under sponsorship of the
245 West 55th Street - New Yoik City

national Union Label Trades De-

partment.
 —

THE NEW FILMS

Automobile and Standard Fire
of Hartford Produce New Film
{Other Hf'i'icus t>n I'li^es 17 & 31 I

The two and marine affili-

fire

ates of the Aetna Life Insurance

Company, The Automobile Insur-
ance Company and The Standard
Fire Insurance Company, of Hart-
Ford, Conn.,have just completed ppnsi""-'
the production of a new motion
picture film. Pleasure Afloat, which
.Inother Scene from the New Lock-
heed Motion Pictures .Vow Showing
5 -^i^f,
will be given its premiere at the
Companies' exhibit at the National prescription, or such a product as a
Motorboat Show. Grand Central vitamin tablet, for instance.The
Palace, New York. Januarv 10-18. Professional .SjV/c of Pharmacy is
1941. the effort of Horton & Converse. Los
Pleasure Afloat, as the title sug- Angeles prescription pharmacy op-
gests, presents some of the pleas- erators and manufacturers of phar-
ures of power boating, a sport maceutical products, to ac(]uainl
which has grown rapidly in popu- both with the extensive research con-
larity during the past few years. tinuously proceeding in their labor-
The film which was taken off the atories involving a good many men.
Eastern seaboard recently, is based and with the very elaborate system
on the story of a young yachtsman of controls used in the manufactur-
and his wife, who with some ing processes. Though designed es-

friends, took a cruise on his newly sentially to give both medical man
acquired cabin cruiser. and layman a different concept, the
Pleasure Afloat was produced in two-reel film incidentally shows the
color and sound. In addition to basic differences between a real pre-
stimulating greater interest in scription pharmacy and what we
yachting, the film points out how have come to know as the "drug
insurance, with its accompanying store."' Picture, photographed by
safely engineering and inspection Gus Peterson, using Glen Glenn WITH
service helps to make boating safer. sound and narrated by John M.
by minimizing explosion and
fire, Kennedy, was produced on 35mm. THE
other hazards. Following the Na-
Romance Afoot
tional Motorboat Show. Ple'isure
Title: Footnotes by Joyce MODEL SA
Afloat will be
through agents of the Automobile
and The Standard Fire, for show-
ings before yacht clubs and other
organizations interested in power
made available
Sponsor: Joyce. Inc.
Producer: Roger IT. Sumner
Two pairs of feet are about all
one sees in Footnotes by Joyce, a six-
minute picture shot on ICimm. Koda-
NEW FOR ^ SHOWING
PROJECTOR
boating.
chrome with music and sound effects 35 MM. SLIDEFILMS AND GLASS SLIDES
The Profession of Pharmacy but no dialogue, produced for Joyce.
Title:The Professional Side of Inc.. Pasadena (Calif. manufac- I
Two pictures ore projected —
one for each of your eyes. By
Pharmacy turers of shoes and slippers. Match-
using Polaroid* Viewers, each eye receives its separate message,
Sponsor: Norton t^' Converse. ing shoes for men and women
as is done when viewing the actual object the result is amaz- . . .

Producer: Pat Doulin^ Pictures casual and sport types, rather than
ing. It almost fools the mind. You think you are looking at the
Knowing that the average person, —
formal footgear are the feature of
real scene, instead of just a screen image. Roundness, contour,
and even a large section of the med- the picture which portrays a ro-
ical and nursing professions, has no mance from before the point of
and depth ore there.
realization of the extensive prepara- meeting up church and to a
to the
Think what means
this lor your soles and promotional ac-
tions necessary to produce a simple blessed event; unique factor is that
tivities! A trunk full of products can be shown with a handful
the story is told by implication,
of 2" X 2" slides.
Filming the Lockheed .Assembly since the screen carries no portion
Line (Reviewed in Business Screen of the figures above the knee. The revolutionary simplified design of the S.V.E. Projector
last month.) Planned for use convention
at Model SA makes three-dimensional pictures available at a cost
meetings in Chicago and New York. low enough for your general sales work. Write for complete in-
the film ultimately will go into store
formation now!
windows and shoe departments
where it will be tied right in with a Projector for three-dimensional filmstrips only, with regular
Joyce display: a number of stores S.V.E. lenses, SI 25.00. Projector for showing black and white three-
have established regular Joyce de- dimensional filmstrips and three-dimensional color
partments, using specially designed
slides, with S.V.E. anastigmot lenses, $150.00.
furniture and fixtures. Uncommer- (T.M.Req.
U.S.Pat.Off.) by Polaroid Corporaliom.
cial from the standpoint of "'plugs." •r. -V. lifi/. V. S. I'at. Off.

the name "Joyce appears but twice

"

— in the title and in one shot of a

liox-top. Sumner handled both di- soci€T!i fofi VISUAL CDUcflTion. inc.
rection and photographv. lOO CAST OHIO STRCCT Cfiicflco iLLinois

Number Two • 1941 [29]

 :

PRODUCTION o^
1-12 iUe WEST COAST
Krvii-us of Current Filni.s hy II . L.
Milclicll. If t'strrn EilUur

Si4nfiU cui Addition! Cooking Made Easier

Title: The Prrrious Ingrrdifnt
Sponsor: Range Division, Westing-
house Elec. & Mjg. Co.

YOU AND YOUR PRODUCT Producer: Roland Reed Productions

* Vi estinghouse Range Division's
From '^Bettt/ Puts Her Bttflfjet oil let"
consumer picture. The Precious In-
gredient, with a professional cast in- Stewart-Warner Entertains

Plul cluding Fay Helm. Grace Stafford.

\^eldon Heyburn. John Marshall.
Title: Betty Puts
Sponsor: Stewart-W arner
Her Budget on lee

Sonny Bupp and Harlow \^ ilcox. Producer: Cinema Sales. Inc.

makes effective use of the ever-cur- Notably effective for the comedy
ADVLRIrMLIVIO carefully - rhosen
rent interest in vitamins with the touches which made it human and
staffof Hollywood major studio techni- clever introduction of an address on appealing, since every man who sees
cians, iisin^ the most modern sound and the subject by Dr. Deuel, professor the picture can put himself in Stan-
camera equipment. of biochemistry at the University of ley Andrews" shoes and ever)
Southern California. Telling just woman has been mad at her hus-
what vitamins are. where they may band one time or another, Betty
Add ufL to- be found, and what they do for hu-
man life, the story related the bene-
Puts
at
Her Budget onIce is a sound
two-reeler designed both for the
fits of "vitamized cooking." and sug- consumer and for Stewart-Warner
elements you must have in your com-
gested that cooking was made easier dealers.
pleted film
with a Con-
\^'estinghouse range. The producer held firmly to the
A combination of all the elements of tracts were also shown between the belief that the film needed to follow
drama, which make an audience identify cooking habits of a "good" and a closely a successful pattern of en-
itselfwith the players, and a shrewd, hard- "bad" family. tertainment in providing a well-
hitting program of merchandising to help Shot on 35mm. with KCA sound rounded story, and in this one
overcome your sales problems. and reduced to 16mm. for distribu- Stewart-\^'arner"s Dual-Temp refrig-
tion, the film totals about 2200 feet. erator is more a part of the cast
X^'allace Fox directed: photography than something about which a sales-
How can this be assured? The man who will have was handled by M. A. Andersen; point is being made. As a story
story was by Arthur Hoerl. Pro-
active charge of your picture has had more than 20 basis, father and son-in-law go fish-
duced under the supervision of and mother is angry when the
years' experience in all phases of major studio pro- ing,
Fuller. Smith & Ross, Inc. advertis- fish spoil in her refrigerator.
duction, in the handling of educational films for
ing agency. Daughter invites her parents to din-
both theatre and private distribution, and in the
Truck Transportation ner and serves them fish kept for a
ilireclion of commercial films for such representa-
week in her Dual-Temp. Explana-
tive firms as: Title: Pay Loads
tion of what the refrigerator does is
Sponsor: Eleven Western Slates
Sears, Roebuek & Co. * Perfect Circle
American
given from a woman's viewpoint,
Conference of the
and then the older couple visit a
Deere & Co. Trucking Associations dealer for a scientific explanation.
Ceneral Motors ( Oldsmohile ) * Ford Motor Co. Producer: Pat Dowling Pictures Carrying a running gag — on "the
and participating production for the following: Shown first at the National Con- liudget" — throughout, the film ends

Lux . . . Jello . . . Vniletl Fruit Dispatch . . . vention of the American Trucking on a comedy note wlien father and
Associations. Inc.. in Los Angeles, son-in-law- return from another fish-
Frigidaire . . .
'

7 pry Lipton's Tea

in November, but scheduled for ing trip and. in a darkened kitchen,
Dodge . . . Pillsbury's Flour . . .
national distribution. Pay Loads the two women
mistake them for
Lever Brothers Co. covers the general subject of motor burglars and go after them with
transport and modern highways with mops and brooms so that soon hus-
A complete production unit can be at your plant, special reference to sizes and bands and fish are scattered all over
prepared to work, within 24 hours. We make it look weights of motor trucks. Scenes the floor. Final scene shows the
easy because IT IS. And we guarantee a finished were made in the various western fish being put in a new Dual-Temp.

film as states: a discussion is included, Credit for the humor is due Di-
from the viewpoint of the highway rector Mai St. Clair's flair for come-
"Timely as the ISext Tick of the Clock" engineer, of desirable uniform dy. Photography was handled by
standards of sizes and weights Harry Jackson. Script was written
among the states. Regional trucking hy Stewart-X^'arner Salesmanager

Adverti- Films associations and motor truck oper-

ators will be major users.
Fred Cross, with adaptation by John
Thomas Neville. Others
beside Andrews, are Sidney Rlack-
in the cast,

1.585 Crossroads of the World In two reels, shot on Xi5mm. black

HOLLYWOOD and white stock and reduced to mer. Vivian Osborne. Brenda Fowl-
6671 Sunset Boulevard J
16mm. for distribution, the cast in- er, and Billy Mahon (of the Jones
Hollywood 7349 cludes Pat prominent
O'Malley. Family series.) Produced on :?5nim.
>eil (lameron Smith Hollvwood actor, as the highway color and reduced to 16mni. for dis-
John J. Boland,
l*rtnl itcfr-Direclitr In Charge of Pnnlmt'um engineer. Narration is by Jimmie tribution to women's clubs and simi-
Vandiveer. NRC announcer. lar organizations: 100 prints in use.

l:'.!'!
Business Screen
 tion in Atlantic C^ity. the lilni is

designed for national distribution,

with signatures of individual utility
companies incorporated into the an sales managers

S£U ?
main title. Distribution plans for
these separate are being
firms
worked out cooperation with
in
Modern Talking Picture Service,
and plans include showings before
mens .service clubs, fraternal or-
ders, and other social organizations,
as well as to feminine audiences.
Picture runs 25 minutes, and it
Do)t ^yiUon in "Fini in the Kitchen'^
has been pointed out by both spon-
Masculine Cookery sor and producer that use of Kimni.
Fun in the Kilchrii
Tilli-: Kodachrome was no more expensive
Sponsor: Pacific Coast Gas Associa- than H5mm. black and vihite. filling

tion within budget limitations the vital

Producer: The Rodney GiUiam need for color where food products
Company are shown.
Kccorfletl directly on 16mni. Ko- For International Harvester
dachrome so lliatwill be no
tliere Golden lliirie.^t
Title:
optical reduction nor any sound Sponsor: Internalional Harvester
reduction, and believed to be the Company
first all-s\iiclironized picture on this Producer: Pat Don tin p I'iclurrs
smaller film with an all-professional One of International Harvester's
cast. Fun in the Kitchen tells the long series of films dealing with
story of cookery from a masculine specific branches of agriculture. L H-
tUo^, have become
S. M s.

That's why they

approach, with a full appeal for a Golden Harvest is a one-reel pro-
Yo. bet .Kev canl shooT up
.^ ^^^^
feminine audience, and accom- duction telling briefly the procedure Sales Curve would
L that Sale
y^.\
And how
,

plishes the further objectives of: involved in citriculture. Part of ^^ ^^_^^^„,,

,obber
identifying the CP gas range: stress- call on every
the firm's 1940-41 winter program of could
ing dependable, convenient and pictures for controlled showing, this
economical cooking: glorifying the will be used nationally because of Mna9^^^,.^^^^^^„,,,,„
Sales
modern all-gas kitchen and r.lms, the
instill- the general interest in its subject .,ec;al sales
-nn,n.
ing into modern kitchen
notion of fun in cooking.
practice the matter,
proper,
though
is
the citrus
limited to five states.
area,
The
_ voice,, estu.es
wor d ove
^^^^ , ,-,, ,elp H will

now all be sent the ^^.^^^ ^^^^^

The story is begun by Hedda citrus industry expects to reap some salesman s

Hopper, of stage, screen and radio be to

augment your
benefit from the screenings, since
sales.
fame, and a syndicated newspaper the picture points to the growing competitive
tough
P'^TURt EQUIPMENT
columnist. From then on it's largely uses of other products beside the
nirTliHE
in the hands of Don Wilson, ace fresh fruit.Photographed by H. H. VICTOR MOTION
radio announcer w hose voice is prac- Brownell on .35mm. and issued on
'"' PORTABLE
EASILY depeno ^^
tically a signature for Jack Benny's both 35nim. and 16nim. stock, nar- »;„«*! concerns
Jelh program, and Manton More- ration was done by John M. Kenne-
land, colored character actor whose dy, and script was produced by Pat
popularity has increased as a result Dowling.
of several successful parts in recent
The Art of Gliding
Hollywood entertainment produc- ----'
tions.
Title: Sailplane
Producer: James H. and John Love
^^'-tr^rx^ :::!;
,^^^f-^
Mentions No Proulct Names * Primarilv concerned with ac-
No products arementioned so complishing an educational objec-
ihat the lack ofcommercial ap- tive, and certain to be of interest to
proach will encourage wide show- the aircraft companies and the gen- *>>(
ing. Nonetheless the selling power eral public alike as a result of cur- i«»>

of the picture, for gas. is both rent conditions. Sailplane, shot at

forceful and convincing. The sales
points are subtle, told not a.s a sales-
Lajolla. (California, features
Bollus. dean of gliding experts
Haw ley
and
lur
man would deal with a prospect, but glider manufacturers. More or less -ul
rather as a proud owner would dis- divided into three .sections, the film
cuss the merits of his equipment shows construction of model gli<lers.
with a friend. The entire atmosphere the assembly of a real glider, a
is informal and friendly, well dis- glider in (light, including some in-
tinguished from usual demonstra- struction in how a motorless plane
tion-room technique. is handled.
Pacific Coast Gas A.ssociation. Subtly commercial in suggesting
sponsor, supplied outstanding do- acquisition of a knock-down glider
mestic science instructors and gas kit. the film makes a point of the
equipment authorities who checked fact that some .S(U).fUH)
there are
the production for a technically- qualified glider pilots in Germany,
correct jobfrom the gas industry's an equal number in Soviet Hiissia.
ANIMATOGRAPH CORPORATION
viewpoint. First shown at a recent le.ss tlian .500 in the T. S. Hrcorded Dept. E 1 Davenport, Iowa
American Gas As.sociation conven- directK on l()nnn. Kodachrome. CHICAGO NEW YORK CITY

Number Two 1041 [31]

 all scenes into a unified, coherent
• In telling a story ciiiematically.
always remember that if your suli-
ject or scenes are entertaining, then
THE ART 4 FILM EDITIU story
abused
— but again
if footage
the device
is not properh
may be

and only then does your picture 7(1 appreciate the talent oj your producer — r.'raU your own controlled.

and read brie) by R. C. Mercer. Beyond these basic devices,

justify its existence. Every scene experiences these noti s
motion pictures. whether for silent or for sound pic-
must have significance and must Hollywood specialist in special effects for
tures, lie the endless possibilities of
sustain interest and therefore judi-
"fade outs'" are significant in giving any special effects undertaking, pro- special efTects to accomplish alnio.«t
cious care and thought must be
this timing: with "lap dissolves" fessional embellishment will be at- any desired purpose. They may be
given to the footage of each scene.
they are punctuations for the points tained. maps across which lines stream in
If a scene is too long, it may drag,
may
and thus dampen interest. If it is being put over. A fade in is com- In Silents — It"s Slbtitles
connecting links; they
atures: they may call for
be mini-
optical
too short, its point may be lost. parable to the rising of the curtain
of the legitimate theatre, and the The greatest saviour of all for work. Most of these call for the
Unfortunately, no rule or formula
fade out represents the lowering of smoothing and rounding out any handling of a specialist, an expert.
is applicable to this important phase
the curtain on one of the acts. Thus silent picture is the subtitle. Here A film editor may determine the ef-
of film editing, but with the above
thoughts mind, plus some imag-
in with the fade out there is a definite is a device that will make up for al- fectiveness of them though in the—
and the device is
ces.sation of time, most any lack at all in the telling of business field regular previews of
ination and a little experience re-
used to signify the ending of an a film .story, just as dialogue in a the sort utilized by the entertain-
sulting from trial and error, you
episode and the beginning of an- sound film reduces omissions from ment producers to determine
film
should achieve some amount of suc-
other sequence. the actions of the characters on the audience reaction desirably should
cess.
Film editing is basically an art. On the other hand, should a quick screen. With an ingenious title, precede any such cutting and may —
transition be desired from one lo- touched with a little humor, virtu- control the footage involved. Be-
It is true that definite mechanics are

involved which should be performed
almost instinctively, but though
both may possess comparable tech-
may
niques one artist
cale to another, resort to the device ally any gap may be bridged the — yond that, there is little else he can
known as the dissolve. Judicious scene you couldn't get. or the one do as an editor.
use of both efTects. basic elements in impossible to shoot. Subtitles weld
be better than
Learn From Good Films

the other artist because he possesses Every potential user of the busi-
more imagination. Thus, obviously, ness or educational screen, however,
the mechanics come first.
LEADING IN would secure an invaluable educa-
tion in what ought to go into his
Long Shot Places Locale
production from the standpoint of
Establishment of locale with a what other
special effects, as well as
long shot is a sound rule for those elements are involved, by doing
who are editing, and. even more so.
some careful prevueing of the best
for those who do some shooting of in film fare —
somebody elscs if not
their own and so are in a position to
your own —
and carefully noting
control editing to a great extent by tecluiique employed by the
the
careful forethought at the begin-
director and film editor to achieve
ning. In order to permit the audi- smooth How of the projected
a
ence to become a little more inti-
story.
mate with the subject, a medium ^'e also learn by doin^ — your
shot, considerably closer than the the editing
own humble efforts at
first, is desirable, and both should
table will show the skill and tech-
be left on the screen for sufficient
nical experience necessary for fine
time to familiarize the audience with
generalities.
-TOUR ASSURANCE effects. Such effects

ference between an awkward, stum-

make the dif-

Now definite points of interest

TODAY or A bling narrative and one which llow-
must be punctuated by cutting to a
with smooth conviction. .'Vnd since
closeup. which may be compared to FILM THAT WILL the job of every good business film
an underlined word in that it con-
issimply that of a salesman, it is
centrates attention on just one point,
wellto understand the ingredients
eliminating any distracting influ-
The
of good film salesmanship.
ence. For this need not
reason it Your film will hold intense audienrc
choicest of tlies; is the art of film
lias the benefit of intri-
be on the screen quite as long as inleresi if il

eale optical printing eflects,

trick editing.
the long or medium shots. Uliile
milt'ple exposures, s u pe r i po o (] m ^

less footage is required, it must be titles, and spectacular montages.

borne in mind that the action of the MPS&A Offers Test Kit
For a sound film in brilliant natural RECENT HOLMES
BURTON
actor must be slower than in the cnlnrs consult with specialists who are KODACHROME SOUND .Moving picture enthusiasts who
long or medium shots to prevent abreiist of the newest developments. FILMS
are interested in the latest improve-
blurring of the image. Insist on licensed RCA High Fidelit "Power That Pays" —Full
ments should communicate with the
sound, recorded by skilled sound men. color sound slidefilm. produced
Motion Picture Screen & Acces-
Smooth Pattern Is Artistry Demand a story treatment planned for J. I. Case Company to in-
and written by a creative staff experi- troduce 1941 line of tractors tc 351 \^est 52nd
The artistry of the film editor is —
enced in telling and selling with — dealers and farmers.
sories
Street.
Co..
New York
Inc..
City. This com-
determined by his ability to inter- the film medium.
"Tight Lines" —
Kodachrome
pany has prepared an unusual Test
sperse properly the various long For results, choose Burton Holmes sound movie produced for the
organization with Wisconsin Conservation Depart- kit. consisting of a 5" x 7" sample
shots, medium shots, and close ups Films, Inc., the
longer experience than any otiier film '-^ent to promote fishing in
of their new \^'ide Angle Crystal
with an interesting, coordinated pal- producer. Write today! \V;sc3nsin lakes and streams.
Beaded Screen Fabric, and a test
tern so that his story is told with-
chart for use in testing the (|uality
out straining the audience's atten-
of your projected movies. \ ou can
tion.
obtain this Test Kit. without charge
The next important
tablish proper cinematic timing be-
step is to es-
BURTON HOLMES FILMS, Inc. or obligation, by writing d'rect to
7510 N. Ashland Ave.. Chicago. Telephone Rogers Park 5056 the Motion Picture Screen & Acces-
tween the various episodes or se-
sories Co.. Inc.
quences in the film. "Fade ins" and

Business Screbn
[32]
 .

1.^ YOm RECORD LIRRUV

# Many projector owners, especi- M-712. Victor presents a similar
ally those presenting the myriad of classical gem this month in a some-
shows to group audiences, fail to what lighter vein in the Capriol
appreciate the value of a turntahlr Suite of Peter Warlock, played b>
which can he conveniently hooked the Constant Lambert String Orches.
up to the projector amplifier for
playing musical selections hefore.
tra on a 12-inch disc No. 13497.

In the popular vernacular, two

r^iutidu
after and between showings.
Recorded music offers many in-
new Columbia albums will serve THE NEW
varying moods. Set C-37 SerenaJi't
teresting possibilities, particularly
presents \^ ladimir Selinsky and his
LOW-PRICED
worth exploring to those who have
two-speed transcription or sound- String Ensemble conjuring up ro- DUAL-CASE LIGHTWEIGHT
mantic images galore from the mu-
slide projection equipment as well
sic of Romberg. Drigo.
Schubert.
16 MM SOUND FILM
as to movie j)rojector users. Colum-
bia and Victor, both with available Arensk\' and others. Four records in PROJECTOR
studio facilities for sound slidefilm the album ($2.50).

recording, have made remarkable Over the fence and far away
strides in the production of fine comes the jazz of Duke Ellington in
quality material. Of the Columbia Columbia's second release of Hot
Masterworks featuring the London Jazz Classics. C-38 presents "The
Philharmonic it has been said that Duke"' on four records including
no more perfect musical interpreta- some of the most famed of his num-
tion exists.
bers. (82.501.

Additions to the Lib-cry And. finally, a third mood over-

The Tchaikov.sky "I'nthi'tiquc' takes us in the Aloha. Hawaii album

Symphony is Columbias Master- in which Columbia has placed eight
works contribution of the mnnth. familiar and unfamiliar songs of
Presented by Leopold Stokowski the Islands all exquisitely played
conducting the .\1I-Anierican ^'outh by .\ndy lona and his Orchestra.
Orchestra, this magnificent interpre- ( S2.50 (

tation is worthy of a permanent

place in the collector's library. For the Group Program
Tchaikovsky called it "the most The nearest thing program per-
open-hearted of
kowski makes it
all my w orks."
the most dynamic
Sto- fection has been recorded in
to

Colum- Wdk STOP ON -FILM

-for the safe showing of single film
bia s .\ndre Kostelanelz instrumen-
of all his readings. The technical
tation of Musical Conicily Favorites. frames as "still" pictures.
perfection of the recording leaves
In the absence of these tunes from
nothing undone to make this a
the ether waves, they bring a par-
MOTOR REWIND
truly brilliant tribute to the com-
ticular nostalgia. Included are
— high-speed rewinding without chang-
poser and the conductor. ing belts or reels.
some all-time favorites, among them
* Sergei Hachmaninoffs Sympliony
Smoke Gets in Your Eyes. Tea for
No. 3. ill A Minor. Opus 44 has
Two. A I'retty Girl Is Lik:- a Melody
REVERSE MECHANISM
been conducted by the composer and All the Things You .4re. Four
\n rvcrtj rvftifct thin ucir Di\'rii ^tolh I
QR-12 p.ojertor rtflrrtK thv unniatrhid
— permits running film backward.
and presented by the Philadelphia exficrienee of DcVrft ensfincrrs and mas-
ten-inch records, complete with al- ter craftsmen irko (ir^itm and build tht-
Orchestra in a new X'ictor Album famed Dr\'rt/ cinrmatic itiuijnm nt uurd 12" SPEAKER IN SEPARATE CASE
bum. ?3.50. in Dfhij-r thratrrn throUfjhout thf irorld.

Salesmen W ill I'rvjer ihv Feafuring

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1111 ARMITAGE AVENUE CHICAGO
 "

^ IT'S HEREWHAT EVERY MOVIEMAKER WANTS

AT LAST! -I PERSONALITIES^^ NEWS
Lyiu- S.
pointed
.Metcalfe lias
Eastern manager of Bro-
lieen ap-

buck. Inc.. of Detroit, with nev\

120 East 41st Street. Neu

PERFECTLY SYNCHRONIZED SOUND olTices at

York City, it has been announced

Lyne Metcalfe
by George Brosch. president of
Sew Eastern
Manager for
AT A PRICE YOU CAN AFFORD Brobuck.
Mr. Melralfe is widely known as
Brobuch. Inc.

a writer of commercial motion pic-

WITH new PRESTO SYNCRO-

the
SOUND SYSTEM you can make
lures in the field for
vears. he has been an executive in
tlie past four Visual Education
Dealers Organize
8mm. or l6mm. talking pictures of your West Coast Sound Studios and prior
family or friends singing, playing, acting lo that, for ten years, he was with
dramatic sketches. You'll see and hear
\ group of visual education
the Jam Handy organization. He
them on the screen, their voices syn- dealers were talking together at the
is also co-author of the book. "How
chronised perfectly with every lip motion. National Education Association
to Use Talking Pictures in Busi-
You can bring your silent pictures to meeting in St. Louis last winter
musical ness."
life with narrative comment, The most frequently discussed mat-
New
offices have also been opened
backgrounds, sound effects. Your sound ter was that of price-cutting. The
Merchandise Mart. Chicago,
the
will match each action on the screen
in
discussion developed into the usual
with split-second accuracy. where \^ illiam B. French has been
round the mulberry" aflair when
B & H 8mm. camera with The PRESTO SYNCRO-SOUND SYS- appointed \^ estern manager. Wil- someone asked, "'^^hy not form an
electric motor drive.
TEM gives you theatre quality, syn- liam Alley, vice-president of Bro- education
organization of visual
chronized sound on disc at 1-lOth the buck. has been promoted to the
dealers to combat price cutting and
cost of sound on film. Its simple to position of executive vice-president
live up to Fair Trade regulations'?"
operate, no adjustments, no
intricate motion production
and picture
From thai simple question began
fumbling with speed controls; the syn- supervisor.Ray B. Lawrence, for- the National Association of \ isual
chronization is completely automatic
merly with the Fisk Tire Division. Education Dealers. An organization
from start to finish. Ideal for home, in-
U. S. Rubber Company, has been was formed on the spot since edu-
dustrial or educational movies.
appointed general manager, with
cational dealers all over the coun-
To make and show talking pictures
headquarters in Detroit.
you need a Presto recorder and 3 try were present for the NE.A. Of-
SYNCRO-SOUND attachments, one for Yorke Studio Moves
ficers were selected, by-laws drawn.
the recorder, one for your silent pro- and the work of the organization
& H lOnnn projector with jector and the electric drive for your Emerson Yorke, industrial and began immediately.
B
syncro-iouttd unit. camera. To show with
silent pictures I'leatrical producer, announces President of the group is C. R.
post-recorded narrative you need only move of studio headquarters from Reagan, head of the Texas Visual
the projector attachment and the turn- 245 ^"est 55th Street to 130 \^"est Education Company, one of the
table attachment which can be used on
46th Street. New^ Y'ork City, where largest school dealers in the coun-
any home phonograph or record player.
his organization will occupy per- are Donald Reed,
Numerous photographic dealers and trv. Other officers
manent space on the ninth floor . .

recording studios are being equipped to

.

of Ideal Los .Angeles.

Pictures.
make synchronized records for you. and the new phone number is and D. T. Davis, of the
California,
Write today for prices and our FREE Bryant 9-9091. D. T. Davis Company. Lexington.
BOOKLET entitled "How to Make Talk- James Slee Joins Springer Kentucky. The national character
Presto recorder uith iyncm- ing Pictures at Home."
sourtd unit. of the association is reflected in a
James N. Slee. former member upon
membership which draws
New Y'ork Stock Exchange,
PRESTO of the
has joined the new business de-
visual dealers in all sections of

RECORDERS partment of Springer Pictures. Inc..

the nation.
Mr. Davis, secrelary of the asso-
make and reproduce high of New York and Detroit.
ciation, stales that much healthier
fidelity synchronized price conditions already exist as a
recordings. The model K
Opens Chicago Office
result of the organization's work.
(illustrated) makes rec- .Associated Sales Films De-
of
States Mr. Davis. "The NA\ED
ords that play 5 minutes. troit are represented in Chicago
has acted as a clearing house for
The Presto model Y 16" through offices in the Mather Tower
many bitter price cutting com-
Building. Headquarters and slu-
recorder makes records plaints. From these complaints
dio facilities are in Detroit.
that play 15 minutes con- have come adjustments which have
tinuously, sound for a com- Prcilo M-}i/e/ K— rm-xfrensne — t^orttift.'e— easy-tfl- Director, camera crew and cast "talk- rfsulted in better underslanding
plete 400' reel of l6mm. use. Makesprfy/essrontilC'". 6". iO" or 12" p/irmograph
it over" during the production of a and elimination of 'long discounts'
recordi that you call piay back instantly, on the
film. iame turtttahU. recent Castle paint film for DuPont. which have cut down profits for all
of us.

RECORDING CORPORATION Nu-Art's Single-Reelers

PRESTO
WorM'i lorgail Miiiiii>aclu
242 West 55th Street, New York, N. Y. Nu-ArtFilms. Inc.. 115 West
45lh Street. New York City, are the
exclusive distributors of a number
of very unusual single-reel subjects.
In Oddities in the Law the idio-
'How? By using visual media to assure your syncrasies of the traffic laws of sev-
How to Improve salesman's full knoiiledge of tested sellini; shown. For example
eral states are
Your Sales methods, oj course. Find out all about them — Milwaukee, a vehicle can park
in
Results in 1941! in the pages of Business Screen during the
!\leiv Year
—
only two hours unless it is hitched
to a horse.

Business Screen
[341

i
 )

ya^ .At4^.<^'

irz:;^
aEH)Z3a^V :^
coaic3?j H-B.g£ii. q.TMti.
m^^^
>^=3:
®® if~^r^Y^^ '
gg \r

rzut

THE CENTER OF CHICAGO BUSINESS

IN 1941. LOCATION selection of your office headquarters in
is a key factor in the
Chicago. Not only and economy of every type of local and suburban
are the convenience
transportation available at 20 North Wacker Drive but your clients and executives will
profit by its unequalled accessibility to wholesale, financial and other business sections.
Towering far above nearby buildings. 20 North Wacker offers additional advantages of
light and air on eight sides of offices, complete service facilities including luxurious club
floors, restaurants, etc. as well as studios and theatres for every type of sales or entertain-
ment function. Yet rentals are moderately scaled to meet the most exacting requirements.

for complete details and 20 North W acker's plan to meet your office

problem, address tfie Office of the President. Mr. J. C. Thompson:

20 NORTH WACKER DRIVE

THE CIVIC OPERA BUILDING
WASHINGTON BOULEVARD AND WACKER DRIVE CHICAGO •

CONVENIEH ACCESS TO CHICUO'S PRIKCIPU BUSINESS CEKIERS

k An.Nu. Bh ATrutiCo. 42. ChiufMn Hoi*l U. Citu Ntr. Bank A Tr. Co. 37. Harm Ttimti* 14. Manhall Hald A Co. J. Shadd Aquanum
I. ApBlla 'niMir* 11. CFuufo llttilMic Ann. 40. CoAan'i Grtnd Thaa U. Ham*Tr. A Sa> Bank 14. McVictan Tliaair* »7. SkyllnoClub
L Art lnM<iut* M Ch«o. Aur. 4 EJpn R.R. 45. Coni'vaatth Edinn Co. 70. Hart S«lMffnir A Man 65. MwthandlM Mart 4. SoMtar TiaM
>- Mitvlitm Hm*I BMt. II. OUMfO auta 21. CongrMi Hol*l fta Holal LaSall* 41. Morriton Hoial It. Siata-Lak* Thaatta
«. CMcat* 0*'*r Tl>M> M. Coniin*nlal lllmMi Na- 4A Hm*I Sliarman 1, Narr Plar 72. Sirrwit Hoik
tional Bank A Trvil Co. » HubSlort • t. Northam Trwit Co. 71. Tarminal Kallanal Sank
9, Cr<rv Library I AiM*t>t Club 74, MorW-aatim Otpot 47 Un.o« Laagu* Club
71 Oail^ Hrwn BIdg. <7. 1 . B-li 17. OrchMtra Hall 7V Un.« Sianon
11. CMca«« PuUlc Librwy 41. Dlanw TliMtr* la III Cant R. R.(Rand. Si. la Orianial Thaatro 12. Untad ArtlMi Thaaira
t- ButkinilMni Fountain tl. Chicago Srock Luhangi 15. FaJrSlvo la. Ill Canl. R. R. U. Palaca Thaana 14. Unitnrr Oub
L ButTw ftmhan 13 Outta ThtaiTo ««. Ffdaral Building (Van Bi«an St IT. Palmar HeuM a. WON Studtoa
I. Cv«n. pin., Ston A i CTuugo Tonin CAub 4 HaWMuMum SS. USall* Smt SuMn It. Paovlaa Oaa Bulldin| SI WaadaTlMtlra
Ca (((Uili t Chxafo Tnb. A WGN 7t.Main Pom Omto II. R««a»f all Tliaairo 7. Wngli
I Ctrten. ^ri* loNit.) t$ C'tr Hill-CMinrr BIdg. 77 rionttmm Shot Co. ». Mandai IrMhart M. Salwrn Thaatra SI.
il. V.M.C
,CJL (CanlraJ)

NlMBER Two i')n

CONSUMER
ORGANIZATIONS
Await Your Films
659 Colleges 3.219 High Schools .
. . . . .

2.600 Grade Schools ... 859 Churches . . .

786 Clubs ... 781 Industries 391 ...

Y.M.C.A's . . 978 other organizations are
.

reached by the Y.M.C.A. Motion Picture

Bureau.
If you have a message for these consumer
organizations consider the scope of the Motion
Picture Bureau's coverage. 28,000.000 con-
sumers are reached with America's business
messages ... at their own places of assembly
. . ,
and through their own sound equipment.
Write:

THE Y. M. C. A.
MOTION PICTURE BUREAU
19 S. LaSalle Street 347 Madison Avenue
CHICAGO NEW YORK
351 Turk Street
SAN FRANCISCO

PRODUCER DIRECTORY

I
OMLITY PRODUCTIONS
BLACK & WHITE & IN COLOR

Division of
 1

and get the full benefit of his lip

I SCOUT for TALENT and tongue muscles while speaking.
(Continued from Page 16 Now then, words are composed of
vowels and consonants. Each of
with the advent of sound pictures it
these merits equal independent at-
was a different story. Voices be-
came all-important and many a hero tention in the process of clear

and heroine of the silent era were speaking. Too often a prospect

;
suddenly out of the running! There makes no distinction between them,
was a grand rush for vocal in- and the resultant speech is almost
a slurred jumble of strange jargon.
struction. Some
succumbed under the new require-
survived, others
^ e don't know what he is talking . . . ANU IN 1940
ments. about, and his performance is not
Ofer fifteen million persons in the
.As the talkies developed and he- acceptable.
United States, Canada and Latin
came more and more perfected, the The English language is very
requisite of good vocal attributes as- beautiful when correctly pro- America viewed the seven hundred
sumed greater proportions. Today nounced, but like everything else it and sixty-two prints of the one and
the standard such that what goes loses its beauty when mutilated. It
is
two reel theatrical, informative and
into themovie microphone is equal- is expected of an artist, to whom

language is one of his tools of trade,

industrial films in blac^ and white
ly important with that which enters
the camera lens. that he of all people should be pro- and color produced and distributed
ficient in the art of good speech. .A by
NOTES 0-\ PROM.NCIATKIN \owel should be given full value in
pronunciation. Likewise the con-
• An .\CT0R speaks lines with one sonants, both at the beginning and EMERSON YORKE STUDIO
purpose in mind to convey a mes- — at the end of the word. Let the list- 130 WEST 46th STREET
Phone: BRyant 9-7091
sage to his audience. To accom- ener hear every syllable and letter
to the very end of the word.
NEW YORK CITY
plish this end those lines must be
spoken with clarit>. Lacking this Occasionally a prospect may have
quality, an actors speech will be a speech impediment such as a lisp
ineffectual and lost. .Many a tal- or a "slush." ^ here they are not
ented prospect has failed to con- the result of structural or organic
vince his listener not for any lack deformity these faults may be cor-
of talent, but because what he said rected. Frequently the lisp or
was not understandable. Nobody "slush" is caused merely by the
knew what he was talking about. wrong position of the tongue or
It is very important, therefore. lips when coming in contact with

for a prospect to speak distinctly the teeth. In other case.';, they may
and clearly. As words are formed result from the fact that the front

by the combined use of the tongue teeth are spaced wide apart, allow-
and lips, a brief discussion on these ing the escape of excessive breath
organs should be helpful. First of
all. the prospect should acquire
through those spaces. The cause of
the impediment should be deter- GET THE EDGE
suppleness and flexibility of these mined and the proper remedy ap-
instruments of speech. Any rigidity plied. ON DEADLINES
on their part will impair their use-
fulness. Frequently, after an audi-
tion during which the artist has ar-
ExACGER.\Tii)N Ht:i.i'S

During the initial period of stu-

Lear.mnc
BY FRST-
ticulated his words in a stilted, con-
tracted manner, a simple suggestion
that he relax and use the lip mus-
dying how to pronounce the vowels
and consonants properly, it is wise
to exaggerate them. This can be
RA/LWAY
cles more extensively
a marked improvement of speech.
will result in accomplished by greatly emphasiz-
ing the particular sound of the EXPRESS.'
In such cases we suggest an ex- vowel and slightly prolonging it.
aggerated use of the and by hitting the consonants with These are lively times, but the livcst relcise is
li|is together
with their complete relaxation. M a punch, .\fterward. when the pros- a dead one if it fails to keep its dates. So, ship

first the effect is almost a grimace, pect feels he is enunciating dis- your films to conventions, clubs, schools,
but once the point is driven home tinctly, he can ""tone down" and re- theaters and pri\atehomes by dependable, top-speed Railviav
the lip movement is restored to sume a normal and natural speech. Express. All shipments are called for at your door, routed via fast
normality, while the benefit re- A
consonant that causes particu- trains and delivered direa, all without extra charge, in all cities

mains. .A term I often use to de- lar confusion

is the "r." I have and principal towns. LowNation-wide coverage. Just as fast
rates.
scribe that stilted, rigid diction is heard an amazing variety of pro- and sure for trailers, stills, posters, promotion supplies, equip-
"surreptitious." which I mean
by nunciations of this innocent little ment, etc. For arrangements and ser\ice. just phone our local
that secretive, muttering enuncia- letter. Some
prospects utter it with .agent. He's a good man to know
tion. The presence of this defect a bit of the East, others with a touch
creates the impression that the of the "Old South. " This candidate EXPRESS- 5 m.les
use AIR
For supcr-sp«d
\ou something verv
artist is telling rolls it in true classical style: that
confidential and is afraid of being one combines and utilizes all vari-
overheard, like the tout who tips eties, a different one in every sen-
you off to
third race," at the
a "sure winner in
same time urging
the tence. .Normally, and for ordinary
purposes, the "t" .should be that
Railwa^
AGK.VCY impr
XPRESS
[,vc.
you "keep it under your hat."
to which is used in our mid-Western
You've met that kind! Therefore I cities. It should not be rolled or NATION-WIDE RAIl-AIR SERVICE
recommend that a prospect relax il'Iru.sr Turn /() \i:\t /'age I

Nl'.MBER Two 19 U [37]

 — —

should ni)l be attempted until the

I SCOUT for TALENT prospect has absolute mastery over
[Ciinlinucd jrom I'reiious Page) the fundamentals.

"British," but sounded with a soft (!!onversely. on many occasions,

"burring" quality. The soft "r" in we meet who speaks too
a prospect
the word "roaring" is suggestive of slowly. His speech is sluggish,
the type meant. Naturally, a partic- phlegmatic, too drawn out. This de-
ular characterization in a movie fect does not necessarily detract
may require a different "r. But or- from good clear pronunciation, but

M\
'

dinarily the above rule prevails. it certainly impairs the effective-

ness of what is said. The listener
.<^\ niD Being Too Perfect leans forward, and waits and waits
4f. clear
Incidentally,
one must be
pronunciation
in acquiring good for each succeeding word. He soon
becomes drowsy and is almost
very careful to avoid being meticu- lulled to sleep by the anaesthetic
lous or super-perfect. Poor, obscure
effect of the monotonous tempo.
speech may be negatively unimpres- How the speaker himself remains
sive, but extra-pompous and super-
awake is a mystery.
elegant discourse is positively so.
Nevertheless, this type of impair-
The prospect should therefore re-
ment can be remedied by a con-
frain from any affected or exagger-
scious, persevering effort to speed
ated pronunciation. All that is re-
up the tempo, even to the extent of
BOB HAW'K enteitahis j Chanin Auditorium Audience quired is a simple, clear, conversa-
before a broadcast over the Alutual network at first neglecting clarity of pro-
tional style that we hear and meet
nunciation. Then, after the pros-
with in our everyday life — no more- pect has acquired the habit of talk-
no less.
ing faster, attention can be directed
Another factor greatly influenc-
toward speech improvement.
ing good pronunciation is tempo
the pace or speed at which an artist Don't Be Provincial

Chosen... talks.
po, its

the pause
In a subsequent chapter, tem-
changes, and
and timing,
its counterparts.
will be dis-
As with the
type of "r" to be used in pronun-
ciation, so likewise a prospect's lan-
above mentioned

cussed in connection with interpre- guage should not be spoken in dia-

The reference
FOR IMPORTANT EVENTS tation.
merely as to its effect
to it here is
on pronuncia-
lect. By that is meant that the style

of speech should not be sectional

tion. neither Eastern. Southern, nor West-
Many young artists speak too ern, nor any other "tongue.' For
For imporrant press and trade previews, first showings to boards
fast. They seem to be in a great ordinary purposes, a pure mid-
of directors, sales conferences, dealers' conventions, style shows hurry to get it over with. The list- \^ estern metropolitan accent is de-
and announcements of new products and manufacturing pro- ener cannot absorb the speaker's sired.
cesses, large business organizations year after year choose the words quickly enough, and as a re- Now. for fear of being accused
sult there is a race between the ar- me
of geographical partiality, let
Chanin Auditorium.
tist's verbal streaks of lightning and
asure you that extremely fond
I am
The location is as distinaive as it is convenient — on the 50th the listeners power of absorption. of every part of our beloved coun-
Invariably the artist wins the race try. greatly enjoy the so-called
Chanin Building, opposite Grand Central I
floor of the 56-story

Terminal at 42nd Street and Lexington Avenue

—and what is left? A bewildered, New Yorker's dialect, and I thrill
weary person who really was all set to the soft Southern drawl. Simi-
to hear and enjoy what the speaker the easy, carefree inflection
High-speed express elevators, ample foyers and smoking rooms, larly,
had to say. but instead was invei- heard our magnificent wide open
in
comfortable opera-type chairs and, above all, the dramatic view
gled into a marathon. spaces of the \^ est and Southwest
over all New York mean comfort and enjoyment to all w-hom
affords me considerable pleasure, as
Slow the Ma.n Down
you invite. Large space adjourning the Auditorium is available do the poignant colloquialisms
Occasionally the listener may
for displays and refreshments. save the day by interrupting the ar-
heard in the hills of Tennessee and

tist and asking where the An Kentucky. Absolutely no sectional

fire is.
Stage facilities, lighting equipment, motion picture and public favoritism is intended.
embarra-ssing silence ensues, broken
address systems, dressing rooms and working space all are ar-
by expressions of regret from the But normally, the style and ac-
ranged for the utmost efficiency. speaker, who thereupon shifts his cent of speech should be that used
gear into low and starts off again in urban Detroit. Chicago. Milwau-
The Auditorium is in charge of a staff accustomed to rendering
in first speed. But soon he is on the kee. Cincinnati. Cleveland. Pitts-
a painstaking serv^ice that meets the needs of even the most exaa- accelerator again and. throwing his burgh, and the like. Where the re-
car in high, whizzes forward at full quirements of a particular role ne-
ing and complicated events.
speed. The listener then assumes the cessitate any dialect or accent, the
Complete information concerning facilities, rates and av?.ilable role of a traffic cop. and stops him artist can easily study and learn

dates will be furnshed upon request. again, and the ride is over! "\^ hy the same.
the hurry?" is a question every The point is that for audition oi;

prospect should ask himself when test purposes, a prospect should

reading lines. avoid as much as possible any sec-

CHAN IN AUDITORIUM later,

Of course, as will be brought out
it is often necessary to speed
tional
speech.
inflection
Above all.
or mannerism
he should pro-
of

50th floor of the chanin building up the tempo for dramatic eflfect. nounce his words in a clear, sim-
and conversational manner,
122 EAST 42nd STREET NEW YORK• • •
But never at the sacrifice of clear
pronunciation! Rapid-fire tempo
ple,
avoiding undue rapidity or slug-
requires great facility of speech. It gishness and superfluous precision.

[381 Business Screen

They Re-ordered!
Here is a partial
of industrial^ educational, governmental
list

and other users of Anipro projectors who have re- ordered again
—
and again on the basis of the performance of their original
purchases. Some of these customers have hundreds of Ampro
precision projectors in constant operation:

Allis-Chalmers Company General Tire and Rubber Company

American Air Lines Wilding Picture Productions, Inc. (-
Firestone Tire SC Rubber Company
C.C.C. Camps in Sparta, Wis., El
Frigidaire Division, General Motors
Paso, Tex., Phoenix, Ariz., Fort
General Electric Company Bragg, N. C, Columbus, Ohio i»*-'
The Jam Handy Organization
Ideal Pictures Corporation
Massey Harris Company
Mead-Johnson Company U. S. Navy Recruiting Service
Shell Petroleum
U. S. Dept. of the Interior
Fisk Tire Company Boards of Education in New York,
General Motors Acceptance Corp. Chicago. Detroit. Kansas City, and
^'V
Servel (Electrolux) hundreds of
Anheuser-Busch, Inc. other cities
Stewart- Warner and many
Illinois Bell Telephone other city,
Dictaphone Corporation state and
Wright Air Field
Collins and Aikman
Barrett Company
national
government
departments.
^
Union Carbon & Carbide Co.
Kraft Cheese Company
Keystone State Amusement Co.

¥
5;

Showing complete line of Ampro I6mm sound-

on-film, silent, and convertible to sound models. Xi
Thousands of Ampro precision projecters are
rendering splendid service for the sales depart-
ments of America's largest corporations. Find
out what they can do for you.
} m..

AMPRO CORPORATION. 28J9 N. V^csicrn Ave. Chicago. III.

Please tend mc new Ampro Caialog. I am particularly interested in:

AMPRO
PRECISION CINE EQUIPMENT
Same
Address
City
. .
[j
C
Q
New Amprosound 16mm Projectors.
Ampro 16mm Silent and Convertible to Sound Projectors.
Ampro Continuous Projeclors.

State.
 The aayev-hemesan Lompany Presents iBi^

EDSVPROSPERITy

ZOOMING PLANES, clashing tanks and gallant fighting ships

are spectacular. But equally important are the workings of

science behind the scenes in industry and agriculture.

The U. S. Department of Agriculture pathologists are silent

fighters. The job of these men is to protect agriculture from

pests and disease insofar as it is humanly possible. One of

their principal activities is in connection with our cotton crop

which provides essential sinews for war and peace.

Cooperating closely with the Bureau of Plant Industry is the

Bayer-Semesan Co., whose picture, "Seeds of Prosperityj' has

been shown to thousands upon thousands of cotton farmers all

over the great south and the great southwest.

Every operation in modern Business can be improved by getting better understai

7Ae JAM HANDY Ok^aniyation

spates Meetings • Slidefilms • Talking Pictures • Convention Playlets
New York
 MMERCIAL AND EDUCATION I L M S

IN THIS I S S ITET FILMS REPORT FOR ACTION

HOTPOINT SCORES WITH DEALER PICTURE PROMOTION
 >^'/
^^N(

Mayk we've started something

It'S a bit too early to tell yet because we've only been at it about a year . . .

But it looks as though there is a new trend in Industrial Film making.

Experienced commercial film users are beginning to realize that it is

possible to leave the problem of production entirely up to the producer.

That they don't have to learn all the details of this complicated business

in order to get their ideas across.

They are finding out that now they have only to bring their film

problems to us, lay them in our lap and forget about them.

. . . So, maybe we've started something. Something that will allow

YOU to get the kind of picture you have been wanting these many years.

At least, we'd like to talk it over with you.

J*. *• We suggest vou see the Paramount produced.

Technicolor picture ''The Proof of the Pudding." It is
sponsored by the Metropolitan Life Insurance Company
and the United States Public Health Seriice and tvill

undoubtedly be playing in your neighborhood soon.

a Paramount Picture--
if our seat of success

PARAMOUNT PICTURES INC. • 1501 BROADWAY. N. Y. C. • INDUSTRIAL FILM DIVISION

J
 ;

To Sell Better. . . TELL Better

yi&ftO^xHUiyJl
mm.

No matter how carefully you prepare the busi-

ness film that tells your sales story ... no matter
how much time and talent go into its planning and
making . .no matter how much money you invest
.

—
in it the final step on which success depends is the
projector tiith uhich you show it. If projection falls
short of theater-quality reproduction of sound and
picture, the whole show will be mediocre, or ruined.
It isn't good business
to take that chance be-
. .
cause it a chance you need not take. Filmosound
is
Projectors, precision-built by the makers of Holly-
wood's professional equipment, absolutely assure the
clear, steady, brilliant reproduction of both sound
and picture that well-made films deserve. The use of
Filmosounds by practically every great film user in
American industry is conclusive evidence of that.
—
Furthermore Filmosound Projectors positivelv
eliminate all possibility of film damage resulting
from incorrect threading. They cost less per year of
service and are so easy to operate that audience atten-
tion is focused ON
THE PICTURE— ho/ distracted
by the machine.
There is a Filmosound or Filmo Silent 16 mm.
Projector for your individual needs. For information,
use the coupon. Bell & Howell Company, Chicago;
New York; Hollywood; Washington, D. C.; London.
Established 1907.'
How Ready-made
Users of made-to-order sales and sales
promotional films find ready-made films
. useful in varied valuable ways.
Commercial film programs that are
too short are brought to proper length,
and too-heavy programs are lightened,
by adding entertaining or other films of
general interest.
Programs so "popularized" attract
greater audiences and are often accept-
able to organizations that would not
welcome the commercial film by itself.
The interest of salesmen in continuing
intensive promotion via motion pictures
is sustained by periodical changes of the
films used to lighten or "bait" the com-
mercial program.
Often ready-made films are available
up closely with commercial films,
that tie
thus supplementing and strengthening
Films Serve Business, Too
the sales story. Costs are not high. Sound
prints range from $ 17. 50 per reel (black-
and-white) to $80 for such de luxe
Technicolor cartoons as Boy Meets Dog.
And for entertaining employees, job-
bers and dealers and their staffs, and
customers, ready-made films find many
uses.
Suitable films for all these purposes
may be bought outright or rented at
moderate long-term rates from the Bell
& Howell Filmosound Library. Here
skilled specialists will assist you in
selecting ideal subjects.
This same library offers a commercial
film exhibition service in which each
sponsor's exhibition plan is tailored to
bis wishes. Bring your film problems to
Bell &
Howell for competeoi, individual
solution.

lillllllllllllllllillllllllllllllilllliiiiiliiillliiiliiiiiiiliiiliiliiiiiiiiliii

FILMOSOUND "MASTER"-a powerful

6 mm. sound film projector for serving larger
1

audiences. Offers a wide range of services «^|/\

and great audience-handling capacity... ^"v

Se*id 2/04* 7/^

<!</«
-45,

with Our Compliments?

MA/t COUPON FOK

SHOWMANSHIP"

FILMOSOUND "COMMERCIAL" is a compao,

BELL & HOWELL COMPANTi*
single-case projector offering the utmost in convenience
1808 Larchmont Avcouc. Chlcailo, 111.
and simplicity of operation for the busy salesman. It pro-
. > Scad 3b-paae, MluntriileO booklet
vides uninterrupted fifty-fivc-minute showings of ihe.i(cr Shourrtanahtft. TodtMy't h'orrttttia tor
qualit>- in salesroom, showroom, hotel room, or moderate- SrHing ami new clriuiaf, //om /Jmsi-
sized auditorium. Has 750-wati lamp, powerful amplifier, «•« and Srll.
.Uot-ic* r,-H
speaker-htss eliminator, "floating film" protection, and SonJ'dctalit on Flltnoaouod ( ^ "Cor
provision for using microphone or phonograph « a 7 j^
lurntahle. Price, onlv *A/0

PRECISION-MADE BY

BELL & HOWELL

• Screen advertising, like tliai dios. To Les Sholty. Sr., head of

unsung hero, the traveling sales- the Maxon. Inc.. Chicago office,
man, is "on the job" through storm goes our well-merited commenda-
and sunshine and gets little glory. tion. To his son. Les Sholty, Jr..

Hut that group of companies wliiili for the preparation of

news and co ent of commercial films a citation
promotional materials that
includes Motion Picture .Advertising tile

Service. United Film .\(\ Service. "clicked" on this grand followup.

air conditioning units is being jire- ihe fans from the neighborhood
Kay-Bell Films. A. V. Ganger and As a well-cast, swiftly-paced and
sented to distributors with sales movie houses. The dates, therefore,
several others in addition to the entertaining picture. Blame It on
talks and films by H. F. Hildreth. are worth noting.
Alexander organization in this field Love checks to everyones' credit.
sales manager, and W. R. Mason,
of local -dealer-and-national-adver- For Minneapolis-Moline
in charge of advertising and sales The New York Scene
liser-cooperative merchandising is
promotion for the Home Heating A new sound Kodachronie |iro-
• The muke i see of this film in-
putting its messages before theatre
and Air Conditioning Department. duction This Land of Ours presents
more I am convinced
throughout America in dustry, the
audiences Americas natural resources in ex-
numbers totaling many millions Disney Show on Tour that there is not a business that can
quisite beauty for sponsor .Minne-
10.000 theatres show these not use motion pictures to advan-
weekly. Production methods of ^ alt Dis- apolis-Moline. Showings are being
and the national ad- tage. I saw a new picture the other
short reels,
ney, genius of the animated cartoon, held through local dealers of this
vertising Minute Movies announced day which was made for a leader
need remain a mystery no longer Ray-Bell produced feature. Guern-
in the coin-machine field, the Inter-
in these pages by General Screen
to the people of five cities. Follow- sey at if ar. another color film, is
national Mutoscope Co. This is the
Advertising. Inc.. specialists in this showing at the same
ing its extended |iresented on the bill.
first picture which has been made
other phase of the medium. Los Angeles County Museum, a re-
Complete Slidefilm Program for this industry. I believe. Muto-
This is a well-defined field, suc-
trospective exhibition of the studio's
.scope's film is called Pennies on
cessfully used by many of Amer- workings, from 1928. when audi- A series of ten new sound slide
leading national advertisers Parade; it's silent, one reel, and in
ica's saw a little cartoon
ences first films are expected be available to
and those with local retail dealer
Kodachrome. Most of the footage
named Steamboat Willie flash hum- shortly after March 15th according
was shot on the \?'orld"s Fair
programs as well. Technical per- bly and unheralded on the screen. to announcement by the Modern grounds last summer of the Penny
fection in color and clever anima- down to the current opus rrmgnus. Kitchen Bureau. To be sold to
.\rcades which were operated there
tion is especially noteworthy of re-
Fantasia, is due to tour the country. utilities, bureaus and manufacturers
Mutoscope go-
so successfully. is
cent trends. There are the tim The tentative schedule: for use in training schools, etc.. the
ing to show the films to concession-
dislincl fields, one depending on the Minneapolis University Gallery. series is part of the Bureau's ex-
aires in amusement parks and
local sales efforts of film advertis-
February 20 to March 20. 1941. tensive 1941 promotional campaign other places where coin machines
ing representatives who contact the
Cincinnati Art Museum. April. City which includes magazine advertis-
retailer on share-the-cost plans and
might operate. The concession-
Art Museum of St. Louis. June. ing and newspaper copy as well.
aires will see Mutoscope's new
the other wholly national and based State University of Iowa. July 15
Tops for Promotion machines in operation at the Fair
on circulation standards paralleling to August 15. Detroit Institute of
and charts and titles describing the
that of the national magazines and .\rts. October. Cleveland Museum Hotpoint's interesting audience
"take" and premium pay-out.
sold in exactly the same way on of Arts. November 12 through Jan- story told on page 13 of this is-
I

The producers of this picture are

a per thousand audience basis. Ex-
having pretty good luck with Koda-
cept that these audiences don't skip
chrome. Most of their shots still
page .34 but receive eye and ear
selling beyond comparison with COMING BUSINESS SCREEN FEATURES have a blue tinge in the shadows
and that is a little annoying, but
other forms of idea communication. westinghouse: a circulation analysis then something beautiful pops up
Here. too. advertising can be
Facts about audiences tvho saw that and you can see how good Koda-
closely related to market opportu-
Company's feature picture program chrome can be and so frequently
nities. Advertisers can even seled
the exact industrial areas and the THE FEDERAL GO\'ERNMENT IN FILMS is. I know the "purists" say that if

the color is not perfect British

very neighborhoods in which de- A survey of the various departments,
I

Technicolor, which seems to be less

fense production activities have defense films and future plans
garish), then don't use it at all.
created new "islands" of tremen-
agriculture's OPPORTUNITY IN FILMS StutT and nonsense. I say: look at
dous retail prosperity. In some of
With contributions from agricultural the work print on some color job
these centers even the local news-
sponsors and some recommendations and eat your hat if the color version
papers are wholly inadequate for
isn't belter, ""perfect", or not.
advertising and far less efficient in PRODUCTION JOB M-611
I I'liHise turn to 1'as.e !! I

circulation and coverage.

A successful picture is

Outstanding Sales Programs tvorth patience and price

Among the leaders in this

WHAT about coin-machine MOVIES?
month's survey of outstaiuling sales A fran\ analysis of the coin-
promotional programs is the 1911 operated movie field and films
edition of Goodrich's antuial dis- ES ON casting; MERCHAiNDISlNC RESF, \RCH SCRIPTS
trict .sales gatherings. Headed up >id an extensive section of Prevues and the Fih. Index!
by ace sales-promotional executive
E. D. (Ernie) Nathan, the Good-
rich show presents a com|>lcte scries uary 1. 1942. sue I has a sequel. The promo-
of merchandising slidcfilms and Because of its revelation of inner tional materials
brought which
motion picture reels covering every —
workings from animation draw- about satisfactory dealer results in
phase of this year's sales activities. ings and painted celluloids through this initial phase of
High-light of this Caravel-produced "pan "
backgrounds, continuity story distribution were car-
show is a defense production movie. sketches all drawings! and mod-
I
ried through by the
Westinghouse is another experi- eled figurines it —
appears likely agency which super-
enced user of the visual theme. In that the display will interest all vised the original film
20 field meetings, an intensive sell- users and potential users of films production at Wild-
ing campaign on home heating and in business and industry, as well as ing's \^"est Coast stu-

[4]
 .

How Will Ail-Out National Defense

Affect Your Sales Force?
Equip Tour Men for All-Out Competition,
with a Caravel Training Program, Now!

THE CITY OF WASHINGTON, SO ihey say, is full of

eager men running round and round wilh brief-

li you want proof thai Caravel
Plans gel results, check wilh
cases under their arms . .

American Can Company Yes— they're all enlisting, as fast as they can, for
American Viscose Corporation
The Bates Manufacturing Company All-Out National Defense!
Wallace Barnes Company
Black & Decker Manufacturing Company But— far-seeing business men who went through
Cadillac Motors
Calco Chemical Company, Inc. the last "emergency"— in 1917 and the years imme-
S. H. Camp & Company
Cluell, Peabody & Company, Inc. diately after— can't forget the All-Out Competition
Dictaphone Corporation
E. I. duPonl de Nemours that followed in its wake!
Eberhard Faber Pencil Co.
Ethyl Gasoline Corp. That's one reason why the Caravel organization-
Godfrey L. Cabot, Inc.
The B. F. Goodrich Company specialists in producing training films— have been re-
Hart Schaffner & Marx
Jenkins Bros. tained by so many leading companies to help keep
Johns-Manville Corporalion
Kenwood Mills far-flung sales and dealer organizations all steamed
Mohawk Carpel Mills, Inc.
National Biscuit Company
up for the greatest business battle this country has
National Lead Company ever seen.
Pepsi-Cola Co.
Socony-Vacuum Oil Company, Inc.
Swift & Company Let us tell you about three great programs just com-
Tcdon, Inc.
The Texas Company
pleted—each a record-breaker in scope, each delib-
erately planned wilh a sharp look at today's business
OR ANY OTHER CARAVEL CLIENT
but also wilh a long look to the fu/ure. Already il is

"later than you think!"

CARAVEL FILMS INCORPORATED

New York • 730 Filth Avenue • Tel. Circle 7-61U

Number Three 1941 [5]

 PREEMINENT
ALL three Eastman negative films make

important contributions to the startling

beauty of today's screen productions. Un-

varying dependability and wide latitude

make them the established favorites of

critical cameramen. Eastman Kodak

Company, Rochester, N. Y.

J. E. BRULATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLUS-X SUPER-XX
for general studio use when little light is avuiluble

BACKGROIJND-X
for baekgrounds and general exterior irork

EASTMAN NEGATIVE FILMS

[6] Business Screen
 ! —

LEADING USERS OF INDUSTRIAL FILMS RECOMMEND DA-LITE SCREENS

NEW 1941
ITS
SOUND SLIDEFILM
"PRODUCTS CONTROL
Means Flour Insurance"

ON GLASS-BEADED
D44ITE
(Reg. U. S. Pat. Off.)
SCREENS
Throughout the nation, the sales rep- used by General Mills in making its "General Mills, Inc., has experienced
resentatives of General Mills, Inc., are annual survey of the wheat crop. This very successful results with the use of
now starting to show to their employes film entitled "Products Control Means Da-Lite Screens in the presentation <if
and to their jobbers and bakery cus- Flour Insurance" presents many fea- a variety of slidefilm pictures. The
tomers, an interesting new sound tures of the company's operations in screens were recommended to us as
slidefilm, illustrating the methods various wheat producing areas at har- being one of the best types of equip-
vest time and shows how they affect ment on the market for our purpose,
the quality of the flour, including its and we have had no reason to alter
uniformity and its bake shop per- this opinion. ^ e suspect that when the
THE CHALLENGER formance.
General Mills, Inc.. has conducted a
need for additional screens arises that
we will add to our stock with Da-Lite
CAH BE SET UP ANYWHERE nation-wide wheal survey for the past beatled screens."
IN 15 SECONDS- twelve years and is the only cereal Because Da-Lite Screens show in-
Simpl y open milling company to have a compre-
the legs of the iluslrial pictures brighter, are easier
tripod, swing hensive preview, such as this, of its to use. and are more sturdily built,
the case to
horizontal, lift
the screen fab-
basic raw material —
wheat. they are choice of leading pro-
first

ric from the jlucers, distributors and users of

Shown on Challenger Screen
ca.se and ad- industrial films. Give your 1911 pro-
just the fully
opened screen The Challenger Model, consisting of ductions the advantage of projection
to the heitrht a Da-Lite Glass Beaded Screen, spring- on Da-Lile Screens.
dewirefi
rillcr-mounled, in a metal case. t<i
THE ONLY uliicli a tripod is pivotally atlache<l.
NOW FOR FREE
SCREEN SEND
is used extensively in showing not only
that
in
can
heiiiht
be adjus.el
merely by this new slidefilm but also many other SCREEN DATA BOOK!
relea^inyt a si>rini; pictures u.sed by General Mills. Inc.
latch and liftini; the IntertstinK (act* about the iicht
extension support. reflective qualities of variou"
The ChallenKer is also "Very Successful Results" wcreen surfaces. supRestions fo-
the only screen with chooHing the risht .•*!« of screen,
square tubine to keep In commenting on the performance for any requirement, and m'»ny
the case alij^neil. other points about the selection.
of Da-I,ile Screens. Mr. D. Vli'. Lal- ii'^e and care of ficr*-*—1» are c^n-
tained in Pa-Lite*« 48 paee data
lerell of General Mills. Inc., writes book. Send for your free copy now.

THE DA-LITE SCREEN COMPANY. INC

2723 NORTH CRAWFORD AVENUE CHICAGO, ILLINOIS

NllMbFR ThRKF l')|l [71

 CAMERA that
will
Graph,
lie expects
eventualy
I suppose
200. UOU
install
I wont
the
locations
Vis-0-
see one

BdSIOn SIIREEf NEWS & COMMENT

OF THE STUDIOS
in action until Charlie's
gets
.-station
one. or my
(Grand Central) signs up.
favorite
on 44th
railroad
St.

be convinced when see the

d^L e
I'll I

^^>, happy throngs actually dropping

illlllllllllllllllllllillllt

f
(Continued from Page Four)
in their
be wonderful.
One
dimes, and

I did notice about this

thing
truly, it may

machine, and also the Mills ma-

On the 22nd of January, the
Goodyear Co. displayed the new-
chine —
the sound is extraordinarily
good. Not only that, but these ma-
movie. Goodyear Shoulders Arms.
chines are a big advance as far as
to a large group of tire dealers and
appearance over any other continu-
newspaper men at the \^'aldorf-
ous display on the market. It seems
Astoria Hotel in conjunction with
to me that with these obvious quali-
an elaborate display of products
ties there should be a more ad-
made by the company
THE MAGAZINE OF COMMERCIAL defense.
for national
vantageous place for them as sell-

AND EDUCATIONAL FILMS I thought

would be a very gala it
ing tools in retail stores rather
than as coin devices. Some plan
affair: Goodyear always does these
for this use is already in the works.
things up fine. This time Mr. Litch-
I hope we see more; I can perfectly
field was at the door to meet us as
well see one of these machines tell-
we came in. and the inevitable rub-
ing shoppers in Macy's dress de-
Cover Subject: a Business Screen pholo-composilion: ber tire ash trays were plentifully in
partment about rayon and doing a
evidence for souvenirs. First we saw
background courtesy Carnegie - Illinois Steel Corp. bang-up job of it.
exhibits of gas masks, rubber tank
tracks,and bullet-proof fuel tanks
The Voice of Experience
which were attractively displayed
and very interesting. Then we saw This is a story I heard the other
the new films. (Reviewed else- day about J. J. Jones, president
Camera Eye: News of the Studios 4, 8 where in these pages). of that large rubber company. They
You know how these meetings were making a picture in his plant
Film Index: Summary of Industrial Sponsors 12
are: the company always does its and the action being photographed
To the Ladies: Hotpoint's Distribution Success 13 utmost to see that you enjoy your- on this particular day entailed Mr.
self, and it"s not hard to get into a Jones passing down a row of busily
Vitamins Vital to Defense 14 convivial mood when the empties engaged craftsmen — he stops and
Film Prevues: Notes on the Neiv Films 15 are replaced so quickly. But once makes a suggestion to one of the
this picture began the atmosphere older men. selected because he had
Films Report for Action: Pilot Training Course 17 seemed to change. The first seven been in the plant for fifty years.

Mechanical Training Slidefilms 20 or eight "Goodyear minutes of The trusty oldster was supposed to

Shoulders Arms" are clips from the say. "Yes, Mr. Jones. I think you're
Exhibition Techniques: A Report on the Fairs 21 newsreel files of Pathe News — the absolutely right."

West Coast Sponsors, by H. L. Mitchell

most striking, moving, terrifying The Director on this picture, see-
22
.shots of the war that I have ever ing the shot would be a long one.
VISUAL DISPLAYS: Newt and Comment 25 seen. It knocks the party mood and wanting to get it perfectly on
right out of you; you realize the the first take, got the old fellow
The Plymouth Motor Fair 25
immensity and the necessary in- aside to drill him in his lines.
Films at the New York Boat Show 26 tensity of the task we must all face, "You've got that right now?
and you wonder whether we are "Yes. Mr. Jones, I think you're ab-
Traveling Exhibit for Dodge 27
equal to it. After those opening solutely right.' You're sure you've
New Equipment: Production-Projection 28 scenes Goodyear takes over and got that straight?"
shows what they are doing to pre- The old man looked at him for a
Pictures Via Air Express 31
pare us. I thought they were do- moment and then said. "Look. I've
Personalities in the News 30 ing pretty well. Let's hope all of us been rehearsing this part for fifty
can do as well. years: if I don't know it now. I
Sound Slidefilm Recording 34 never will." — R. S.
Coin Machine Movies
International Angle
They previewed a new coin-ma-
VOLUME THREE 1941 NUMBER THREE chine other day at the Hotel
the Twelve prints of the 1200-ft. all
Astor. This one was put out by the Kodaclirome 16mm. film with
• Business Screen Magazine, issued by Business Screen MaRazines,
Inc.. 20 North Wacker Drive. ChicaKO. on Feb. IS. 1941. Editor: O. H.
Vis-0-Graph Corp. Lowell Thomas as narrator and
Coelln. Jr. ; Associate. Robert Seymour. Jr. (New York editor).
York offices: Chanin Building. Phone Murray Hill 4-1054. Art Direc-
New I'm a little skeptical about coin- lialtimore as the subject are now
tor: Dan Runyan. Pacific Coast representative: H. L. Mitchell. 2469 operated movies. I understand that in active circulation. . . . More will
HiJl Street. Huntington Park. Calif. Accei)tance under the Act of
June 5. 1934. authorized February 20. 1939. Issued 12 times annually each company in the field has al- be madeduring the next few
—including 4 special numbers fnot circulated in the business field).
Subscription $2.00 for 8 numbers. Foreign S3.50. ."SOc the copy. Entire
:
ready placed many of the machines months. This non-advertising sub-
contents Copyright. 1941. by Business Screen Magazines. Inc Trade-
mark Reg. U. S. Patent Office. and that thousands of others are on ject has had an unusually effective
order from bars, cafes and railroad appeal for non-theatrical groups
stations. Mr. H. Kemble. Exe-
\^'. especially — The State Department
cutive Vice-President of Vis-0- in \^ ashington has asked for copies
Graph, says here in his press release to send to South America.

[81
Business Screen
 :f
gr SOtlWP Tftjr g Published bYQ\S'\ll FILMS Inc.

^1 THE SOUND TRACK appears as a means of keeping you informed about the use Is
=^^v that various industries are making of miotion pictures as produced and distributed ^^^==
I
^=B by Castle Films, Inc., now in the 26th year of such service to American business. |^=
]| Every professional focility

able through Costle Films for the

making of motion pictures for
is ovoil-

busi-

ness uses. Whether studio sets ore

required, or exterior location

PENNSYLVANIA R. R. • FULLER BRUSH • Du PONT • SUNKIST scenes, or plant sequences. Castle
experts can supply all demands.

IN ITS THIRD YEAR! Du PONT GIVES THEM FUN!

The Pennsylvania Railroad selected Castle Films A sales promotion movie with a laugh a second
for the production of a two-reel motion picture has just been produced by Castle Films for the
that presents the charm of Washington. This Finishes Division of E. I. du Pont de Nemours
movie, in both sound and silent versions, is now & Co., Inc. With such comedians as Willie, West
in its third year of circulation, principally to and McGinty, Aquacade, and George
hit of the

groups of teachers and students throughout the Shelton of the team of Howard and Shelton in
country. Audiences mounting into the millions the cast, this three -and -one -half reel novelty
have seen it, and other millions will. It is well among business films could not be anything other
known that a large percentage of American trav- than a riot! Three cameras were used on the
and vacationists is drawn from the schools
elers studio sets to catch all angles of the gags, tum- Are We Painters!" is o different

and colleges of the country. The fact that the bles and other fast, tricky situations. "Are We Icind of o sales promotion movie in

that it is full of laughs induced by the

Pennsylvania is continuing its distribution, Painters!" proves that sales messages can get
antics of such vi^ell-knov/n come-
through the Castle organization for a third year over with a laugh as well as with a lecture. The dians as Willie, West and McGinty,
is evidence of the effectiveness of this medium picture will be used at meetings of painting con- and George Shelton, The Finishes

of publicity and promotion. Beautifully photo- tractors, builders and home owners throughout Division of du Pont is showing it.

graphed, "On Washington" is indeed a movie

to the year. It already has begun its nation-wide
with appeal to any audience, especially so when exhibition tour.
* * * *
the eyes of the world are focused upon our
Capital city. BY POPULAR DEMAND!
A three-reel, sound movie was made by Castle
Films for the sole purpose of bringing the Fuller
NATURAL COLOR FOR SUNKIST! Brush plant and manufacturing story to this
Teachers in Home Economic and Domestic Sci- company's great army of field workers. Several
ence courses are making profitable use of a mo- test showings were made to Parent Teacher As-

tion picture produced by Castle Films for the sociations and to schools. So much interest was

California Fruit Growers Exchange. The movie, manifested by these lay groups that contract was
On to Washington" is the title of
"Citrus on Parade", was designed specifically for made with the Castle distributing organization
a two-reel movie, sound and silent,

students in home-making classes, and for women's for a wide use of the picture nationally at adult which was produced for the Penn-

groups of all types. The major portion of its two and school meetings. The Fuller Brush Company sylvania R. R., and which is being

reels is devoted to the presentation, in natural discovers that what originally was designed for distributed now for its third con-

its own personnel is practically demanded by

secutive year, Vacotionistj among
color, of new combinations of food in which
teachers and students ore seeing it.

oranges and lemons find novel use, such as eco- popular request, and it is entering its second year
nomical and practical salads, desserts and bev- of distributing "The Story Behind the Brush"

erages. These color sequences are a great asset through the Castle organization. In the last two
for the teacher. The addition of color and the fact weeks, this demand has grown so that an addi-
that booklets containing recipes shown in the film tional fifty prints of the movie have been put

are distributed at each showing have gained a into circulation.

* * * *
welcome acceptance for the picture all over the
country. Castle Films has been serving Sunkist Castle Films' low-priced, topical films are win-
continuously for the last 17 years, securing audi- ning added favor for lending new interest and
ences that average more than two millions a year. variety to sales meetings.

Sunkist enrers many thoutands of

schools and clubrooms with its

itasflacMai two-reel

ability of

ihii film
film, "Citrus

Natural color scenes and the ovoil-

on Porade".

o recipe booklet moke

doubly welcome in home-
30 ROCKEFELLER PLAZA, NEW YORK • FIELD BUILDING, CHICAGO • RUSS BUILDING. SAN FRANCISCO making deportments everywhere.

Prvduccrs, Distributors, Exhibitors of Buslnoss Motion Pictures

Nt'MBEK Three • 1941 m

 Half-a-cent a minute each to show them ... to them
tell . . .

to demonstrate what you have to sell That's what a sound

Why
. . .

Not Investigate?
film, a talking picture, can do for you . . . when controlled by a
Find out what tremendous sales power a good
Modern plan of showing. film can have. In a few minutes we can ex-
Here's where we come in ... to show your
any part film in plain to you how your present or future talk-

of the country you wish, before the audiences you want . . .

ing picture can be shown to specific groups of
people in the proper way ... at a low cost. Phone
within the time limits you specify.
Circle 6-0910 in New York, or write us. now.
And that mention of half-a-cent a person per minute is
being ultra-conservative. For we're showing many a film for
less, much less.

MODERN TALKING PICTURE SERVICE, INC.

9 ROCKEFELLER PLAZA • NEW YORK, N. Y.

[10] Bisi.NESs Screen

 I N N M I

"The first thing the school is looking for is thai wilt make a definite contribution to the

good factual films. The mere offer of a "free" school's objectives, as well as meeting some
industrial film no longer intrigues the school well-defined standards of construction, pho-

user; there must he something in that film tography and editing." — Godfrey .1/. Ellinti.

VOLUME • THREE NUMBER • THREE

Right Off the Reel: ei»u-u^ o*t tu Newi.

• As Tins ISSIE is being distributed broadside consisting ol IwiiilN or lliirlx thousand outlets of the widespread coverage achieved by a recent

throughout the country, the editor of BUSINESS where less llian a tliinl of llial amount exists \^ estinghouse film program has received our
SCREEN is curoute to Atlantic City, scene of this in the nation's schools today. editorial scrutiny. It will be the subject of early
years annual convention of the National Edu- discussion in these pages because it achieves

cation Association. \^ e are scheduled to lake Of National Defense: what we have long advocated: a thorough sta-

part in a discussion of "free materials in llic-

From Maurice Henle of the Tennessee Valley
tisticalbreakdown of every type of audience
schools"' at the kind invitation of President Authority comes news of the newly-released two- reached. Another sponsor has done a similar

Paul Reed of the Department of Visual Intruc- reeler TV .A and a one-reel film Power for intensive research job by following represen-
lion of the N. E. A. Better accustomed to the Defense. Both were made in cooperation with tative audience groups with a door to door
airy solitudes of our editorial sanctum than to the National Defense Advisory (!ommission. checkup survey to discover the relation between
the speaker's pulpit, we are nevertheless grate- (Commentary for Tl'.4 was written by .\rch the film and actual sales. In this independent
ful for the privilege of apjiearing at this forum Mercey: for Power for Defense by Robert Col- analysis was discovered that a three percent
it

and to contribute our bit with these sincere, lyer. -Mercey directed both pictures. Pious. direct sales result had been recorded.
forthright advocates of the true educational Planes and Peace which shows how .Americas
principles which must guide the future course farmers provide abundant food supplies to meet Films to Meet Group Interests
of visual education in these United States. the demands for national defense has been pro-
understanding The many thousands of copies of each issue
This contribution to a better
duced by the Department of Agriculture. In the
of Blsiness Screen are for the most part di-
of one of the real problems in visual instruc- commercial-industrial scene General Motors rected only to business executives of concerns
tion is made at a time when the necessities ol new film General .Motors in .Aviation presents utilizing the film medium in one of its many
national defense demand an enlarged program the part which GM playing in that pha.se of
is phases and that is our purpose. Increasing num-
of technical education, a thorough understand- defense production. Reviewed in this issue is bers of copies are now also supplied to sub-
ing of nation's economic and mechanical re-
the new Goodyear picture Goodyear Shoulders program chair-
scribing visual educators and to
sources as well as actual military and air (rain- .Arms: Goodrich is also in the news with a men of national groups whose members regard
ing. At such a time when the production lines sound motion picture on that compan\'s part in films as one of the best sources of stimulating

of American industry constitute the first line of defen.se production. America is on the march!
educational material.

our nation's defenses, it is vital that every pos- Let other business leaders join in.
It is in the interests of these groups that we
sible vestige of and hpyrocrisy be
insincerity address a plea to sponsors. Many program
enable every foot of this powerful chairmen, including Legion and .American
cast aside to Business Wants the Facts:
educational medium to help the schools to ac- Chamber of Commerce
have called on beads,
And distribution records being .set by sever- us personally to suggest continuous programs
complish the task at hand.
al noteworthy film programs will furnish them of films suitable for advance promotion and
We have been proud of our often-staled policy
as 1941 barely gets under way. An analysis announcement among members and genuinely
of demanding higher standards of industry's informative to the membership. -Much more
film contributions. Good films, possessing the
can be done along these lines.
essential technical perfection and accuracy of
These men and women represent the very life-
detail, are no less valuable because they con line of American public opinion. Their par-
lain unconcealed mention of their origin. \^ hal ticipation in community and group affairs al-
is really needed here is an evaluation of all pos- terests their out-of-the-ordinary interest in such

sible subject matter of use to ihe school and matters. Often they are the business and intel-
subsequent rejection of unsatisfactory, technical- lectual leaders of their communities. In the

ly imperfect and downright subversive materials

case of women's groups, the members primarily
And un- seek the truth in matters of consumer and prod-
which have no jilace in the clas.sroom.

whole situation is visual educa-

uct education. The fact that they are exposed
derlying the
to subversive and anti. business propaganda is
tion's need for a greater amount of subjerl
all themore reason why business should take
matter not today adequately supplied In siriclK
this opportunity to make its true story known.
educational sources.
There are more than ten million such organ-
Education's eight thousand-odd sound pro-
ized Americans. Their words and deeds have
jectors can be doubleil and trebled within the important bearing on the actions of at least a
year to come by a courageous, comprcliensivi like number among thiir families and friends.
program of selection, analysis and publirilv Let us. respecting the truth and minimum stand-
based on a realistic appraisal of all phases of ards of technical perfection, provide this most
this problem. Lei us be mindful of the eco- likely medium of entertainment and education

nomic advantages involved in the production of to which they are already very sympathetic.

educational materials for a potential market — O. //. C.

Number Three • 1941 [11]

 mmary of subjects now
film
U'DIOIISIAL
FILM index:.': s e — s howing industries served
EDUCATION
Aviation lions and substations to consumer. Sponsor:
With business pictures, results
Title: "Building of the PBY Record Breakers." .\merican Gas and Electric Co.
freipiently measurable in in-
are
Subjfcl: Construction of the PBY flying heat. Subject: Manufacture and distribution of elec-
creases in sales and inquiries. But
Sponsors: Consolidated Aircraft Corp., San tricity from the plants where it is made to its
what measurement can be applied
Diego. Cal. use in homes, stores, factories. Sponsor: Cen-
to the film used in classroom and
Title: "Producing tlie P-36." Subject: Opera- tral Hudson Gas and Electric Corporation.
school assembly? A round table on
tions Curtiss Wright plant, now closed to
at Comment: May be shown before school, church,
visual and radio education, held
the public. Sponsor: Curtiss Aeroplane Divi- grange, service club gatherings, or any other
early in January during the pro-
sion. Curtis?-^ right Corporation. group consisting of 25 people or more. Appli-
gram of dedication of the Univers-
cations can be made at any Central Hudson
Retail Sales Training ity of Southern California's Han-
office.
Title: -Right— 100% Right." Subject: Mod- cock Hall, devoted to scientific re-
Publishers' Promotion
ern methods of rug merchandising, including a .search. spent more than an hour
Title: "The All American \^'ay."' Subject:
demonstration of how to match a carpet to a analyzing, discussing, suggesting
Sponsor: Alexander Smith Annual promotions of the Chicago
sports
room color scheme. methods and results of measure-
Tribune, including Golden Gloves tournament.
& Sons Carpet Co. See Prevues this issue. ment, led by a panel of half-dozen
Title: "The School of Charm." Subject: Fash- Sponsor: Chicago Tribune. Producer: Wilding
educational film users.
Picture Productions. Inc. Comment: Running
ion selling, and coordination among fashioned
time 30 minutes. 16 mm. sound film available
SHORTEN LEARNING TIME
personnel. Sponsor: Frank & Seder Co.. Pitts-
to schools, civic organizations and churches free Bruce A. Findlay of the Los An-
burgh. Comment: Movie and coordinated pro-
of charge. Distributed through Tribune Public geles City Schools System asserted
gram have been given to the University of Pitts-
Service office. 35 mm. sound film for theatres that "films, transcriptions and ra-
burgh's ResearchBureau for Retail Training.
distributed by Business Survey Dept. See review dio are the one proved thing for
and may be used by personnel departments in
this issue. increasing the difi'usion of knowl-
other stores.
Insurance edge in a shorter time and at a
Consumer Education Proof of increased
Title: "Pleasure Afloat." Subject: Power boat- low'er cost." re-
Title:"The Story of Color Added." Subject: tention of learned material was
ing. Sponsor: ."Vetna Life Insurance Co. with
Adding color to oranges. Sponsor: Food Ma- given in the experiment which show-
the Automobile and Standard Fire of Hartford.
chinery Corporation. that among 2800 children in
Conn. Comment: Available through agents of ed
Flour Milling three groups classes using films
the Automobile and Standard Fire for showings
Title: "Give Us This Day— The Story of Bread." before yacht clubs and other organizations. were 20 percent more effective than
Subject: Building consumer acceptance toward those not using them, and that
Glass Industry
the place of bakery foods in the balanced diet. Sponsor: among the former, three months la-
Subject: Manufacture of glass. Pitts-
Sponsor: International Milling Co. burgh Plate Glass Co. ter, there was 38.5 percent retention
Florists Subject: Methods of making laboratory glass- of data seen on the screen.

Title: "High Lights of the Greenhouse Indus- ware. Sponsor: Corning Glass Works, Corn- NO STRAIN TO EYES
try." Sponsor: Harry H. Woolley, Richmond. ing. N. Y. Measurement of the eff^ect of mo-
Ind. Banking tion on the eyes as con-
pictures
Railroads Title: "New Hampshire's Heritage." Subject: ducted by two leading Los Angeles
Tide: "The Power Behind the Nation." Sub- Trends down through generations in this sec- physicians brought forth a startling
tion of New England, and development of fact: Two groups of 150 each, none
ject: Story of bituminous coal, its meaning to
savings banking. Sponsor: Savings Banks As- with visual defects, provided a com-
the industry and economy of the world. Sponsor:
sociation of New Hampshire. Comment: Di-
Norfolk and Western Railway Company. (Pro- parison between reading and watch-
Comment: Railroad officials plan vided into two parts, one for use in theatres, ing the screen: the first group read
duced 1940)
picture coal meetings, con- the other for school and civic organizations. for 45 minutes and had a 43 per-
to exhibit the at
ventions, civic clubs, schools, colleges, traffic Cement Industry cent fall in visual acuity: the sec-
gatherings, etc. Title: "Limited Ways." Subject: Development ond group watched a motion pic-
of super highways. Sponsor: Portland Cement ture for an hour and a half and
Government, Civic
Association. their drop in visual acuity was only
Title: "Merit System Advancing." Subject:
Government, Federal 21 percent. Those who had read, then
Portrayal of merit selection and career building
Title: "Federal ."Vid to the States for Education."' saw the picture, and the fall was
in New York City's civil service. Sponsor:
Subject: Democratic principle underlying the markedly less. "Provided they are
Municipal Civil Service Commission of New-
free public-school system, showing evidence of well-taken and well-screened, there
York City. Comment: Available without charge
widespread failure to put this principal into is no evidence that motion pictures
to schools civic groups, clubs and other organi-
operation. Sponsor: American Federation of hurt the eyes," Findlay reported the
zations.
Teachers. Comment: Available to locals and physicians as saying, "In provid-
Public Utilities, Natural Gas other organizations. ing exercise for the eye muscles,
Title: "The Fires Must Never Go Out." Sub- Railroads, Engineering motion pictures may actually prove
ject: The complicated organization behind the Subject: What actually happens in a locomotive beneficial."
distribution of natural gas. Sponsor: Arkansas- firebox fired at various rates of combustion. Francis Noel, of the Santa Bar-
Louisiana Gas Company. See Prevues this issue. Sponsor: Standard Stoker Company. bara (Calif.) schools declared that
Comment: Designed for consumer education. Paint Industry the greatest need today was not for
Public Utilities, Electricity Subject: Graphic demonstration of how to more projectors or more good films,
Subject: Manufacture and distribution of elec- paint boats and how to use various types of but a way of selecting pictures and
tric energy from hydro-electric and steam marine finishes. Sponsor: Pettit Paint Company. making them produce best results.
plants down through distribution from sta- Comment: 16 mm. Kodachrome film. He asserted that good teacher
a
could get value from a poor film.
(Continued on Page 33^

[12] Business Screen

 ! —

H O T P O I N T'S PROGRAM SHOWS TO PACKED

PICTURE
THEATRES THROUGH ACTIVE DEALER PROMOTION
By Dorothy Washbur to 775 people. Tremendously suc- high school before it was screened
cessful. Five appliances sold so downtown
• X^'he.n husbands stakt fumbling objections: they are married, and far as a direct result of this pro- Several prize plans were used
to unlie marital strings you can the newlyweds go it alone as she motion. Our total promotion cost drawings on an electric range, a
Blame on Love, according to Hot-
it tackles the difficult job of house- was only 857. "
writes another re- free paring knife. Hotpoinl Menu.
point's glamorous motion picture keeping. Then young love gets a tailer after his local showing. Makers and merchandise certifi-
by that name. But all is not lost, jolt when the groom drops the cates, as well as combinations of
dealers cite successes
girls. If the lightof -your-life slams bride until she meets up with a these. One retailer reports that

the door on leathery steaks and new angle on that ancient supersti- Other comments include: "Theatre out of twenty merchandise certifi-

smoky potatoes it's not a matter tion about the way to a man's heart. not large enough to handle crowd of cates given away, seven were re-

for the court of domestic relations

over 500 people who came to see deemed on Hotpoint major appli-
Proof that Blame
on Love had
it

— maybe only a lack of modern

it's that certain "something" was the
Blame it on Love. Audience en- ances within forty-eight hours!
cooking equipment.
electrical joyed picture tremendously. Need WTiich all seems to prove that
near-stampede of the ladies to deal-
to hold aonther showing to accomo- Hotpoint's dealers showed us up as
And lest that sound far fetched. er's stores after viewing local show-
look how women all over the date those who were turned away conscientious horaemakers after all,
ings of the picture, .^nd did these
country responded to such a sug- at the door." as anxious to plea.se our families
dealers act surprised about it? Not
gestion. We'd say. offhand, that "Theatre jammed for Blame it on with efficient new home appliances
a bit. They started the whole thing
some of us girls have been worried Love showing. Had to turn away as to save our faces and figures
and they were ready with sugges-
about our homemaking abilities. 200 people. 3000 people gathered by eliminating beauty-robbing
tions and salesbooks.
on the courthouse lawn for the household chores. Clever of them
THE LADIES LIKE IT "We are well pleased with Blamr
range drawing." to remember that we're all movie
Blame on Love, readers of
it it on Love and the sales results
"Blame it on Love shown twice minded. .And that we appreciate
business Screen will recall, is the it produces.'* said one retailer. "We
to 300 people. Seven Hotpoint unit being taken seriously in these mat-
story of a popular songstress. Joan sold one range right on the lobby
sales are directly attributable to
Marsh, who falls in love with the floor of the theatre — more sales
this promotion.''
ters of learning the whys and
wherefores of modern electrical
scion of a wealthy family. John are rolling in."
"Blame it on Love was a spar- kitchen aids to better living.
King. He disregards his familv's "Blame it on Love shown once
kling success here . . . the best part (OVER)
is we have plenty of red hot pros-
pects as a result."
of 3000 people at
".Attendance
Blame on Love show was far
it

beyond our fondest expectations."

Similar rii7nments were received
from utilities and other dealer out-
lets who actively promoted the film.

attracts fine audiences

To satisfy a natural skepticism
about the class of the.se audiences
we looki'd closely aiul couldn't liiid
(.Above) Straight to the dealer's
after the showing went these
."itore
any of the "lluff" elenu'iit at all. We ladies; (below) an afternoon crowd
had to admit these were women w ith on its way to a Hotpoint showing.

braved wintry uimU to nttenil Hotpoinfs nhuii-iiiy of "Blame

Thi.1 iiuilieiice
money to buy home appliances.
It onLove" sponnorerl by an enterprisintj dealer in Atlanta recently. Young matrons for the most part,
Audiencen like this were typical of similar showings held in many with neat co.stumes. hats securely
towns Inst fall under local utility auspices. (Below) The audience anchored, straight slocking seams
waits expectantly as the big moment of drawing for a Hotpoint range and serious expressions. Dealers
climaxes another successful evening program given by a local dealer. reached this Hotpoint's
cla.ss with
clever suggestions
about inviting
women's clubs, lodge members, and
the use of direct mail promotion.
And they kept the youngsters awav
by showing the picture in the local

[13]
 VIMliS.^^ DEFEASE
National Dairy CounciVs IStnc Health Film

• \X E AI.I, LIKE our three squares a ton Holmes Films is the producer.
day. and not many of us try to get The theme of the new film is the
along with less — if we can help it. necessity for good health for any-
There is. of course, the story of one who Hies or takes any part in
the horse thatwas gradually wean- aviation. Special permission has
ed from eating; and if the hor.se been granted by the \^ ar Depart-
had lived, someone would have ment to shoot scenes al one of the
had something there. Army Air Corps detachments.
As human beings, most of us may Northwestern University is coop-
feel that three trips to the lunch erating, and sequences will be shot
counter each day may do the trick of civilian pilot training under su-
adequately: but a lot of folks seem pervi.sion of the Civil Aeornautics
to like a snack now and then be- Authority. Airline pilots and stew-
tween sessions of ordinary eating. ardesses must pass rigorous physical
This it seems, according to modern exams: and health is essential also
theory, is perfectly permissible, if to the thousands who now are fly-

we are only careful as to what we ing their own light planes for
Typical scenes from Hotiioitit's "Pursuit of Happiness" (Wilfiiiig) stoke ourselves with at the in-be- business and for fun.
teen fuelings. The film is slanted to emphasize
Hotpoint Show Adds Product Film Doctors tell us that what we eat the importance of eating the right
' has a very definite effect on our foods, including generous quanti-
Produced to replace the Hotpoint homemakers "pursuit of happiness
health, vitality and ability to do our ties of milk and other dairy prod-
product trailers shown with Blanir is inescapably bound. Fast mov-
work more easily. Vitamins, cal- ucts to build and maintain the good
it on Love, a new sound motion ing, it takes the audience into the
picture entitled And the Pursuit of homes of where the
yesterday
Happiness has just been completed need for "a better way" was born.
by V^ ilding Picture Productions. It goes behind the scenes in Hot-

Intended to help Hotpoint retail- points engineering and research

ers get the full benefit in 1941 from laboratories; into the Hotpoint fac-
their motion picture advertising tory: and into Hotpoint's test kit-
programs, this exciting and roman- chens, visualizing and dramatizing
tic picture tells the story of wo- the reasons why Hotpoint appli-
man's "pursuit of happiness' in her ances are unsurpassed in dependa-
daily work. It depicts in thrilling bility and quality. It succeeds in
sequences the role played by re- painlessly translating the technical
search and engineering in freeing qualities of Hotpoint home appli-
her from household drudgery. ances into terms of "use value." eas- The National Dairy Council advises milk for health in its films.
The story begins with the earh ily understood by the average
development of George A. Hughes" woman. cium, and other elements all play health so essential in all aviation
first successful electric range, and And the Pursuit of Happiness is their keeping us full of
part in activity.

shows in exciting scenes just how .'30minutes in length and is avail- pep and the old youthful vigor. Furthermore, the fact is stressed
each new Hotpoint development able in 16 and 35mm. sizes. Hot- The National Dairy Council, for that high diet standards as a means
took place as the result of a defi- point retailers are planning to use nearly a quarter of a century has to good health are vital to the
nite need of homemakers. Not it combination with Blame
in it on been educating Americans to the strength of the nation.
only is the story fascinating but it Love, the popular Hotpoint film value of eating the right foods in This is a matter of first import-
gives clear, definite answers to wo- introduced last year. Together, they order to make us a nation of health- ance today, when the manpower
men's questions about dependabil- provide a complete entertainment ier individuals. and industry of the nation is gear-
ity and operation of electric home program. Motion pictures play an impor- ed to defense, and when for every
appliances. Schools and colleges as well as tant part in this educational pro- man in uniform there are about
The romance of home appliances. the general public will be interested gram. The executives of the Na- twelve men engaged in second line
And the Pursuit of Happiness is a in the educational angle of And tional Dairy Council are staunch defense w ork in factories and indus-
history in which the American the Pursuit of Happiness. believers in the value of films in trial plants, turning out items of
their promotional and educational necessity from bombing planes
activities. The Council used movies and machines tools to shoe laces.
This lobby display was arranged by California utility dealers pose with even back in the silent days. One of the fondest hopes in the
a Hotpoint dealer through the co- one of the fortunate winners of a
operation of his local theatre man- Hotpoint electrical range presented
A year ago Burton Holmes Films. present struggle, wishful thinking
Inc. produced for them a nutri- or not, is that the Nazis may col-
ager during showings of "Blame at a film showing. Excellent dealer
tional sound movie. More Life in lapse through malnutrition. Cer-
It on Love." (Courtesy Maxon. Inc.) sales results were obtained.
Living. The National Dairy Coun- tainly that is one offensive purpose
cil works in cooperation with some of any blockade in wartime. If it

forty Local Dairy Councils located works, it may at the same time un-
all over the country. The film leash on the world a scourge of dis-
lias been used by these Local Coun- eases that no expanse of ocean can
cils as well as by the national keep from sw-eeping across to our
group, and results have been so out- shores. It behooves us then to
standing that another film is now keep our own civilian and uniform-
in production with the working ed fighters in the pink of physical
title. .America Learns To Fly. Bur- (Please turn to Page 24)

114] Business Screen

 Backgrounding its approach to group audiences. In addition, it
the subject of national defense liy is showing in (Chicago and other
tracing the development of the cur- Midwestern theatres.
rent war's beginnings as far back This form of distribution may
as the Fall of l'K6 in Spain. \var"s be considerablv extended liefore
proving ground. Goodycars new long because of the interest stim-
sound picture. Cooilyear Shoultlers ulated by the paper's own jiublicit)
Arms, produced by Pathe. develops features, as well as the news and
the story of Mars" march across interest of the film's subject matter
Europe, pointing out that Ameri- — thirty minutes of fast-moving
ca's method of life is a challenge sports events. Included are the Sil-

to the powers that would destroy ver Skates Derby, the swimming
democracy. meet, golf school activities, all star-

The picture carries the thread of football game, all-star baseball

this line of approach to show peace- game, and the Golden Gloves
ful in America as con-
pursuits tournament.
trasted to those in Europe, warning The 16mm. sound film is avail-
that this country must quickly forge able to schools, clubs, civic organ-
its defense for the preservation of izations and churches free of charge
the worthwhile way of life as resi- — distributed through the Tribune
dents of the United States know it. Public Service office. The 35mm.
From on the film pic-
this point sound film produced for screening
tures the Goodyear story of rubber in theatres, is distributed through
production and fabrication, its re- the Tribunes Business Survey
search: the company's development Department.
of lightcr-than-air craft, balloons,
plane wheel and brake assemblies,
self-scaling gas tanks. Life Guard
tubes, flotation gear for forced land-
1
ings of planes and crews, mechan-
ized tank treads, gas masks and so
down a long list of defense units
now rolling otf the assembly lines
at Goodyear plants.
In conclusion, the film dramati-
cally points out that rubber fights
for democracy today and is pre-
pared, if necessary, to fight for it

tomorrow.
Well planned, carefully photo-
graphed and intelligently edited, the
motion picture Goodyear Shoulders
Arms, should prove a popular film
for showing in luncheon clubs aiul

at schools and colleges, not only be-

cause it has a timely appeal but
because it is highly instructive,
carrying pertinent defense prepara-
tion information in which every
.American will be interested.

Publicizing Promotions
(!nnlinuing the path of success-
ful film promotion by the Chicago
Tribune in its previous productions
of sound motion pictures including
the familiar Trees to Tribunes, the
activities of the Tribune's sports
department are represented in a
new picture. The All American
Way, produced by Wilding.
Establishing a procedure which
will be interesting to newspapers
contemplating similar promotions.
the Tribune premiered The All
.imerican K ay before an audience
of Chicago celebrities in the hand-
some studio theatre of V^GN. Fol-
lowing this, the picture has been
the subject of daily promotional
publicity and on the
advertising
sports [lages and has been shown
before clubs, lodges and other
 — — —

{Continued jrom the previous pag )

sic. the Three Jesters of radio fame,
and a handsome technicolor se-
Are We Painters. The story brings
"handy" quence; For the Illation's Homes, a
them into the picture as
20-minute sound film about Mas-
men who succeed in providing an
what happens land rugs and carpets featuring
awful example of
Lowell Thomas, and Modern Manu-
when combined gardeners, plumb-
lawn-mowers, cess-
and Rugs, a 25-
facture of Carpets
ers, carpenters,
minute sound picture, educational
pool cleaners and painters attempt
in content showing the complete
to paint a house. There is. however.
process of rug manufacturing at
a house painted in the film by ex-
the Alexander Smith & Sons' mill
perienced craftsmen and it is the
in Yonkers, N, Y,
contractor in charge who puts over
Georgt Shcltuii .llc.caiirler Smith's laugh-winning ,A,nl„.)
the DuPont story as well as the i.i

Campaigning for New England

facts about proper painting.
(;am|)aigning to attract new in-
Stellar cast supports ^'illi?. ^ est Professor Quiz Stars in Alexander Smitii Film
& McGinty. including George Shel-
dustries England, The
to New
don of the radio team of Howard &
\30-minute sound motion pic- The movie itself, (scripted by Sher- New Haven Railroad has brought
Sheldon. The picture was produced
ture. Right —
1009f Right, starring man Rogers) shows Professor (^uiz out a new motion picture This Is

in New York under the direction of

radio's Professor Quiz and Bob and Bob Trout in a CBS studio New England — depicting the area's
Trout has been completed by Audio "quizzing" five contestants on Hoor industrial advantages and tracing
Don Hancock of the Castle staff
headed by John Productions for Alexander Smith & coverings and home decorations. .As their steady development through
with a camera staff
Sons and C. H. Masland & Sons. questions are asked, the movie ef- the past .300 years right up to the
Lepanne. DuPont is now showing
the picture to audiences of painters
rug manufacturers. The new sound fectively employs the device of |iresent era.
picture, soon to be shown to rug "fading" to a rug store, the mill. The two-reel sound film was pro-
and contractors and it is planned
salesmen in all parts of the United Clara Dudley's office, etc.. to better duced only after several careful
to reach consumer audiences later.
States, explains the 1941 adver- illustrate a point.
analyses of New
England's indus-
Science of Air Conditioning tising and mercliandising plans for Alexander Gray, former singing trial situation had convinced The
Concurrently willi an increased the two companies. star of the movies, takes the part
New Haven that the numerous ad-
advertising program for 1941, the The movie illustrates Colorama. of Mr. Gregory of Good House- vantages responsible for the re-
Carrier Corporation has released Alexander Smith's sales plan for keeping, a contestant. George Shel- gion's industrial progress still
the company's first picture, titled 1941. which is described as the ton of Howard & Shelton. famed
abounded.
ff eather b\ Carrier. It is a dram- 'biggest news in the rug industry comedy team, adds a humorous
The first showing was given be-
atization of science work and
at since Floor Plan." Colorama is a touch to the movie with his inter-
fore some 400 members and guests
was inspired by the lecture demon- new idea in home decoration which pretation of a rug store owner.
of The Advertising Club of Boston
stration given in the Carrier Igloo suggests color schemes to flatter Other contestants are Clara Dudley.
at a luncheon January 7. Two years
at the New York \^"orld"s Fair. It the five color types . . . blonde, Decorating Consultant for Alex-
earlier, the same club had been
is an informative and pleasing brunette, titian. brown haired and ander Smith, played by Helen Haw-
honored with the premiere of an-
presentation, giving the how. why silver gray. Of equal importance. ley; and Mr. and Mrs. Middleton.
other successful New Haven sound
and what of one of the greatest
velopments made by man in
de-
this
Colorama helps the salesman to un- the average consumers: enacted by
Ruth Lee and Phil Ober. who re-
film Neie England Yesterday and —
derstand color and use it effectively
Today, a graphic presentation of
age. Goldfish are seen living in in consumer selling. cently played the lead in the Broad-
the many recreational facilities and
a bowl of water squeezed from Also shown is the Masland cam- way success. "Kiss the Boys Good-
attractions of the six Northeastern
air saturated with humidity, canar- paign which features "settings of bye."
ies saved from perishing in a dust the stars" through a cooperative ar- Showings of lOC^r
Right — states. This film already has been
seen by millions of persons in the
storm by a filter, and a graphic rangement with Paramount Pictures Right! for retail sales personnel
Eastern. Central and Southern sec-
illustration of heat being given off where Masland rugs and carpets are being arranged throughout the
tions of the country and at the 1940
by the body of the average human. will be used in the sets of Para- country. .Approximately 200 show-
.New York Worlds Fair.
The film was produced by Castle mounts top releases in 1941. Ma*- ings, it is estimated, will be held
Films, New York, and will be dis- land's theme is
— "Masland rugs are in the spring months. The film Both films were produced by the
tributed by them. It is scheduled beautiful enough to be chosen as will later be available for con- Jam Handy Organization of De-

to show to over a half million per- settings for the world's most beau- sumer groups, store promotions troit, under the close supervision of
schools, clubs, churches railroad officials.
sons in tiful women, yet hardy enough to and for educational purposes.
and other groups within the next stand the famous Masland Ar- ffig/i/— 1009f Right! follows in Giving a comprehensive picture
few months. gonne sidewalk test." the footsteps of three other suc- of the growth and present activities
The picture recently previewed .\fter careful consideration the cessful movies which are still avail- of New England, which now pro-
by the press in New York and Chi- "quiz type" of movie was selected able for showings. They are: duces nearly 20 per cent of the
cago, has been acclaimed a real as the best way of acquainting the Nearly Right Wont
Do. an enter- defense needs of the world's great-
contribution to education. At Car- salesman with the new sales plans taining story about Alexander est nation, the film will be available

rier's New York preview party in of Alexander Smith and Masland. Smith Rugs and carpets with mu- — in either 16 mm. or 35 mm.

the Waldorf-Astoria. Dr. Willis H. for showings to industrial and com-

Carrier, the father of air condi- mercial groups and organizations,
Cdrrirr C irininitiiui tills tin' filsciniltiiiil xtnrii iif itx r/cnVii/iHif H(. iCastIc)
tioning welcomed the guests. to schools and clubs, and to other
similar groups.
Army Orders Loclcheed Film
The New Haven's film shows the
The United States Army has or-
important part played by rivers, of
dered 100 prints of the new Lock-
»liich there are 19 principal sys-
heed production. Look to Lockhe-d
tems throughout New England
for Leadership, for use in training
which early "industrialist!!" har-
camps, and a duplicate negative has
jiessed provide power for mills
to
been supplied. Addition of a new
and factories. Today this source
sequence featuring the Lockheed
lias been augmented by cooperative
P-38 adds considerable punch in
utilities, furnishing reliable and
the ending of an already dramatic
production. Tradefilms produced. I /'lease turn to Page 24)

Business Screen
fl6]
 w ">•-£-

Plows, Planes and Peace

• New film pkodlction cooperat- kindred subjects, and to increase phases of the Agricultural Adjust- struction; the World War muni-
ing with the nation's task of arm- the eflectiveness of cooperative ex- ment Administration's farm pro- tions plant at W ilson Dam. a por-
ing for defense is already evidenced tension work. gram. ha\(' pro\"ided the abundant tion of which is now being used
in the completion of several mo- The Department maintains a li- food su|)plies to meet the demands to produce high analy.sis phosphate
tion pictures. Especially note- brary of films which are available lor National defense. Other de- fertilizer: production of aluminum

worthy among these is Pious, free of charge from the

service fense pictures, now- in production, in the huge Alcoa plant of the
/'lanes and Peace, produced for the \^ asliington office. Since these films will be released in 1941. according .Aluminum Company of America,
United States Department of Agri- are made for definite official ]iur- to RaymondEvans. Chief of Mo- capacity of which is now being
culture and two films on the na- l)oses the aim of distribution is to tion Pictures for the Department. doubled to care for additional de-
tion's power resources. TV.4 and serve these purposes first. The re- mands for national defense; pro-
America's Power Resources duction of shells in a large factory
I'ouer for Defense. Film produc- maining prints are placed where
tion by the U. S. Army Signal ap|>lications indicate they should On August 1. 1940, the Tennes- at Ivnoxville, Tennessee; marine
Corps, which included forty-two serve the best use. The limited dis- see Valley Authority started work boilers being made at (Chattanooga,

subjects last year, continues to in- tribution facilities make it impos- on national defense expansions au- Tennessee; textile mills at work on
crease with personnel of the Pho- sible to comply with a large num- thorized b) ('ongress to increase <lefense orders for uniforms and

tographic Rranch now consideraMy ber of unofficial requests. To al- the AuthoritNs power capacity b\ accessories: shoe factories, turning

enlarged. Outside production fa- leviate this situation, and pro\i(lc .'.(K).O(M) kilowatts. This Congres- out boots and shoes for .soldiers; a

cilities are found necessary in or- for the widest possible distribution sional authorization was made up- rapidly expanding airplane factory

der to meet of available prints, arrangements on the recommendation of the at Nashville. Tennessee: and manu-
the present extensive
ha\e been made with a number of Council of National Defense that facturing plants for chemicals es-
army training film rei|uirrnicnls.
State institutions to distribute this additional power is urgently sential to national defense.
Agriculture's Defense Aids provide for greatly ex-
prints of Department of Agricul- needi'd to The filmwas made in conjunc-
* .Motion picture? produced by the pandi'd national defense needs in
ture films. tion with another produced by the
United States Ueparlnient of Agri- the Tentu'ssee \ allev. including National Defen.se Com-
The Department'! 19 1 1 Moliori .Advisory
culture are of the instructional ririiiie (Catalog is now in process large ipiantities of aluminum for mission in cooperation with TVA,
type, designed to disseminate in- of publication, and will be ready airplanes. The other film produced, which is
formation developed by the Depart- for distribution in six weeks. Of The Authority has just released called Power for Defense, is de-
ment and cooperating agencies on especial interest in the list of pic- a new 2-reel picture entitled 7 A / voted entirely to scenes of power
agricultural subjects such as im- tures one entitled Plows. Planes,
is which has a number of sequences resources and industrial production
proved methods in agriculture and anil Peace —
a defense picture, re- devoted entirely to this national de- for defense,
home economics, production con- cently released, which shows how fense work. These include scenes I'oicer for Defense is expected to
trol, conservation, farm credit, .America's farmers, through the showing Cherokee Dam and the be released soon for national dis-
forestry, land use. marketing, and Kver Normal Granarv. and other Walts liar steam plant under con- tribution to theaters.

PART ONE OF NATIONAL DEFENSE SERIES FILMS REPORT FOR ACTION

Number Thuee 1941 [17]

 • A MdVlK IS NOT A KABBIT pulled out ul' a lial. \\ hen a j)r()ducer's representati\e goes to tlir

nor yet is it the result of a single stroke ol oHice of a client to discuss making of a
the

genius by means of which a picture emerges motion picture he will inevitably be met with
full grown from the brow of some twentieth the query —how much is it going to cost? That
century Zeus. It is a highly specialized profes-' is, he will if the client has never before made
sional job necessitating expert talent in every a motion picture. The veteran client realizes

phase of its evolution. Let the amateur beware! that it is not possible to give a definite answer
If there is anything in the way of a latter at this stage of the game.
day miracle or magician's trick to the making The producer will want to know to what au-
of a talking motion picture it lies in an infinite dience the picture is to be directed, the number
capacity for taking pains, in a system of check of people in that audience, and what is a justi-

and double check, in meticulous attention to fiable expenditure to reach his audience.

the details of By these means

organization. M\ of this gives the client a fresh perspective.
costs are controlledand a number of compli- It is possible he may. on consideration, decide
cated operations woven into one coherent and that the motion picture medium is not the one
artistic whole. The result may look like wizardry, best adapted to his purposes. He may find that
hut the process is one of .systematization and what he needs is a skil. playlet, chart talk, slide-
((KirditKilioii. lilni. or e\fM a |iaiiraril. It all depends upon

THE PICTURE: "Deiuleniiiy Oin' opens alww- PRODUCTION: The tuo scenes below show
hig sleepingman exposed to early vwrning some of the problems of motion picture produc-
}inise^. The three pictures at the left are from tion. In the center scene a special set had to be
Job jl/-fUl. The circles represent sound waves, built in the studio as a regular Pullmun section
inofitig out from alarm clock, moving in on n-as not roonn/ enough for maneuvering of
nian^s ear, and moving out from buzzer in photographic equipment. The picture directly
vacuum, glass jar. The metal rod has to he pushed below reveals how life is given to inanimate ob-
against buzzer for any noise to be heard, as jects by moving them an infinitesimal amount be-
there is not enough air in jar to carry sound. fore each frame is exposed.

[18] Business Screen

llie objective ami tlie requirements of llie job Ily's wings is to sound like a ho»ling hurricane ing-through in each department must be at tliis

to be done, where it is to be done, and liow many and the running footsteps of an ant are to seem meeting to make sure there is a real meeting
times it is to be done. like an army in full retreat. .After the outline of minds. The production meeting often lasts
If lie wants to put on a show simultaneously is accepted, a scenario is developed and another for hours and fre(]uently some very good sug-
in a number of different places and do it with meeting is held. Vi itli minor changes the script gestions which involve constructive changes re-
the most telling effect, he will probably find is approved and authority is given to proceed sult. It helps, too, to insure that all processes
the moving picture the medium best suited to with production. involved in making a motion picture arc co-
his needs. He will find the cost reasonable when \^liile the idea of recording the sound of the ordinated so that, in the end, they are all fused
the number of people it reaches within a short footsteps of an ant and the flapping of a luitter- at the proper time and in the proper manner.
space of time aiui the effectiveness of its ap- Hy's wings is retained among the high points It is at this point and as a result of this meet-
proach are taken into consideration. of the script, the actual opening is a close-up ing that photographic and production schedules
But let us start with a picture after a client of a man lying in bed asleep, exposed to the are made. Locations are selected, .set specifi-

has made up his mind he wants one and ap- cations determined, and the casting of characters
early morning street and alley noises. An
preciates the reasons why he needs one. .\nd. alarm clock rings and by a combination of decided upon.
by way of illustration, let us follow the produc- animation and regular photography we see Cast requirements in Job No. M-611 are not
tion of a single motion picture. Deadening Din. waves of sound pounding at the sleeping man's onerou.s. as there are no speaking parts, but,
from the time it is only an idea in a customers ear. Animation discloses how sound waves are nevertheless, they involve their own arrange-
brain until it emerges full-fledged from the propagated. The characteristics of sound and ments and bookkeeping. In all jiictures each
studio. To identify it during its progress through their propagation are established thus early in actors age. description, measurements, accom-
twelve of the producer's departments we will order to give the audience a premise from which plishments, sports and wardrobe are listed on
call it Job No. M-611. to view the picture. a talent record. Actors sign a release permitting
The purpose of this picture is to explain llic Now that the script is approved, a cost clieck the full u,se of pictures to he made from this
advantages of insulating against viliration. is made and a budget for preparation, super- particular film in any way the producer may
sound, and heat in an automobile. vision, and scheduling appears. The costs must wish.

In the production of Deadening Din, or any always be kept under control. Sets are constructed. The "gadget shop" is

other motion picture, three proce.sses are logi- The assignment of personnel, including direc- called into action and a special device of an
cally involved: First, specifications and prepa- tor, camera man. cutter, and sound crew, is now insulated box resembling a miniature automobile
ration: second, photography and recording; and made. is prepared. The time needed for these proce-
third, film processing, cutting, and approval. Next scene in this eventful history is a pro- dures and the material required are listed.

The client, by this time, will have an approxi- duction meeting attended by a supervisor, writer, Now properties and wardrobes are considered.
mate idea of the cost of the picture, although budgeteer. director, assistant director, camera The moving finger of the budget writes on,
there may still be a price range of from ten man. sound engineer, sets technician, prop man. making provision for arrangements, transporta-
to fifteen per cent. This will establish certain cutter, and casting director. This is necessary tion, storage, handling in studio, and customer
cost limitations. .An overall budget is made so that everybody who has anything to do with material, involving in this case two automobiles
and certain sums allocated to each department, the picture gets off on the right foot. — one with, and one without, insulation. Among
as the customers needs and an intelligent use The writer is there to interpret the written the props required are a milk wagon, a dump
of his money indicate. description. Otherwise, he might have one thing truck, and an upholstery deadener and cement.
Many specialized departments, operated by in mind and the director something entirelv In Job No. M-611 wardrobe costs are modest,
highly skilled personnel, are necessary before different. The writer of such a picture as Dearl- involving only the rental of coals for laboratory
the picture is completed. Job No. M-611 re- ening Din must, of necessity, have engineering technicians.
quires the services of the supervision, editorial, training. The director, too, has to gain an un-
.An estimate now imlicates the cost of the
set construction, properties and wardrobe, cast- derstanding of certain engineering principles
production crew in the studio. Time needed
ing, photographic, sound recording. laboratory, to know why he is shooting certain scenes. It
for assistant director, camera man.
director,
animation, art. music and cutting deparlments. is important that a director have a sense of his
assistant camera man, sound recorder, sound
Tor UiHuleniiiji Din the outline suggests that own limitations and that he realizes where his
mixer, prop man. stage hands, and electricians
the picture open with the amplification of ex- own know ledge stops. Ar\d. with this, we are ready for the
is noted.
tremely minute sounds — the Happing of a butter- The men who are responsible for the fullou-
(OVER)

Shootitif/ a .sci'iie tit a factory location, Lightiny Motion pictures are carefully planned. In this Here, finally, at a sound recording machine, the
of industrial sequences is the all-important picture a director and camera man are shown sound is converted into light, then photographed
hen to their future screeii values to the sponsor. u-ith assistants as they prepare tn shoot n scene. on the jtwtion picture film sound track.

Number Three • 1941 [19 J

Alt told by •lohn A. Fri'ONf. Hi r4>«'l4ir 4»l' .>l«tlia>n I'it-liirr I*r<»(lii4-li»n. Tilt' laiii llancly Or;fani%ali»n
photographing and recording phase of the job. An acouslimetcr. which measures sound in units complishes the scientific miracle of pulling voice,

A film raw stock record is kept showing called decibels, is set up. The acoustimeter music, and sound effects through the mixing

actual footage shot of various scenes and con- microphone is enclosed in a special steel box booth to come out in artistic and coherent order,
taining laboratory instructions. A daily scene, resembling a miniature automobile sedan, ^e with the proper emphasis on each. Re-recording

production, nork order, and time report arc find, when the buzzer is pushed, that the noise is done even when voice, music, and sound
filled out. .And because of the unpredictability rating inside the bo.\ is high, but that it can effects do not have to be combined, since fre-

of events and because almost anything in this lie deadened by supporting the bo.\ on soft fiuently the narrator or actors talk louder at

changing world can happen to throw even the mountings, by cushioning the buzzer on sup- one time than at another and this has to be

most accurate of budgets out of joint, provision ports of live rubber, by adding sound absorbing smoothed out.

is made for contingencies. felt to the metal surfaces, and by lining the box. Now a combined print is made by bringing
\^ ith the production crew on location tlu- The case movie proceeds. Voice
history of the the sound track and the picture together on
weather report, travel, subsistence, portable recording must take place and here provision one piece of film. This answer print, obtained

eipiipment. and plant schedules have to be con- must be made for the narrator — who carries by combining the picture negative with the

sidered and budgetary provision included. the burden of the story — for studio, and for sound negative and putting it through the con-
sound engineers. Voice cards, from which the tact printer, is the print that is shown for ap-
Let us consider a typical day while the pro-
on location for Deadening Din. narrator must read, are made out and this is proval. -After that quantity prints are made.
duction crew is

very early in the morning with a call

done on linen so that the rattle of the paper The picture is now ready to go out into the
It starts
will not make an inadvertent recording on world and justify existence.
to the weather bureau. A favorable report be- its

the film and give the impression that someone ^'e have witnessed the progress of Job No.
ing received, the crew, which has been on call.
location. On some occasions they has crashed a banana crate. The cutter receives M-611 through various specialized departments.
leaves for
a daily report of the number of feet of film shot. Some of this progress is simultaneous and it
arrive before the promised sun has risen. Neces-
sary contacts are made with the people on the Other Bidget-Raising Factors necessitates the careful checking of progress.

location — which in this case happens to be a Not onlv the sound of rose petals dropping
Departmental reports are compared with budget
nationally known proving ground, and the day"s allowances daily and weekly. The daily operat-
is heard in Deiulening Din. but there is "sweet
shooting proceeds. On another day the crew ing reports reveal the job trend. Included in
music." too. which, in this case, does not "softer
goes to another city, where several days' shoot- the daily reports are the editorial, revealing
fall than petals from blo«n roses on the grass."
ing takes place at two different factory loca- the status of the script: the laboratory fore-
Budgeting for this covers copyright charges,
tions. cast as well as a daily report from that de-
cost of musicians and arrangers, studio, direc-
While all this is taking place titles have to ))artnient: the production, revealing the scenes
tion, sound technicians and projection.
be made and the budget points once more to
evolution our motion
that have been shot: the art, showing time
Next stage in the of
the cost of layout, design, and letter men. It spent on preparing titles; and the animation,
picture is the film processing, cutting, and ap-
lakes note. too. of the cost of animation show- listing time expended on technical animation.
proval. The budget registers the cost of raw
ing how sound waves are propagated. The The total cost of Job No. M-611 is seen to
stock and film processing for the job. esti-
And still the case history of the movie con-
mated footage, including sound negative, sound
be the sum of the following nineteen expense
tinues, with the recording of sound effects on items: editorial work: supervision: cast: sets;
positive, picture negative, picture positive, and
location, involving the time of an assistant properties and wardrobe; photography in stu-
duplicating stocks, reaches many times the length
director, sound mixer, sound recorder, portable dio; photography on location: sound effects:
of the completed picture.
channel operator, and a driver. voice over, music; re-recording: raw stock:
Film editing has followed the day-to-day de-
laboratory: animation; titles: cutting: contin-
Painstaki.nc Research in Sound velopment of the picture. Results of a day's

It is during this part of the work, some of shooting — known as dailies or rushes — are gencies: communications, and royalties.

room used viewed the next day by the supervisor, director, The Resii.t: A X^okthwhile Film
which takes place in the quiet in
camera man. and cutter. These men pick the
sound research work
proving ground,at the When all these operations are successfully
that the most interesting phase of the produc-
'"takes. " By the time shooting is completed
completed the result is a professionally pro-
tion of Deaileninp Din occurs. The «ork there everything but the last day's work has been
duced sound motion picture, in this case. Deaden-
has to be done on a week end so that vibra- viewed. Only a few days are now needed for ing Din. a high quaiit\' educational film with
tions due to passing motors on the speedway the cutter toshow a rough cut of the picture. a jilanned objective. \^ hen you consider the
will not be picked up. After the rough cut is in shape, the picture
wealth and complexity of detail involved in its
In this laboratory a sort of noise microscope is re-recorded. This is done to level out the
production your only wonder is that it does
is set up. Powerful amplifiers build up the volume and to combine several sound tracks not cost more. The Greek chorus of the budget
volume until even the faintest sound can he on a single negative. Costs for this include
control all the way along the line ensures not
heard over the loud speaker. A pin is allowed studio, projection, musical director, cutter, direc-
only economical production and the absence of
to drop and it falls with a crash: the whir of tor, and sound technicians. This operation ac-
waste, a productive investment
but of funds.
a butterfly's wings sounds like rushing wind. Its aim is always to control without inhibiting,
rose petals crash to the ground, an ants hurry- for to responsible producers, a good job is first.
ing footsteps clatter along, and a paper match W ould you like to see and hear Deadening
burns with a crackling roar. Recording has to Din'/ That s impossible. There's no such pic-
be done by remote control in order to prevent ture. At the last minute the title was changed
the sound of the heart beats of the production lo Quiel. I'lease. creating a new budget item.
crew from being recorded. But. by whatever name, here's lo Quiet. Please
Scenes are shot to establish that noise waves — if you plea.se. Its mission in life is to ex-
must have something through which to travel plain the advantages of insulating against vibra-
in order to become audible and we find that a tion, sound, and heat in an automobile. It was
buEzer sealed in a glass jar cannot be heard conscientiously nurtured and attended by the
when air is removed from it. We learn that best physicians and the child is not only prov-
sound will travel well through metal and thai ing itself worth the trouble and expense in-
soft, porous material transmits very little noise. volved, but promises to be a credit to its parents.

r2oi Business Sckee.n

J
 Planning an exhibit of any kind exhibits were portrayed effectively,
29 per cent the main idea was
EXHIBITIOi\ TECHIIQIES
same sort of problem in
presents the
that confronts one who is abont to
evident to the visitor, and 5 per cent
This is the of the exhibits confused the people
give a dog a bath.
conclusion arrived at by the authors
eration with the RulTalo Museum with a vast collection of data cov- who saw them.
of Science and the Rockefeller ering every conceivable phase of Nearly half of the exhibits (44
of a report of a survey of "visitor
Foundation. The report in fact, visitor psychology; third, a con- per cent) appealed to children, with
reactions" conducted at the New
i.s,

a manual of exhibition method and cise summary of the findings and 81 per cent appealing to grown-ups.
York and San Francisco Vi orld s
practice. It is designed to acquaint observations regarding their value Thirty-one per cent appealed to
Fairs wliich has just been been pub-
the busy executive or administrative to future exhibitors: and fourth. working people: 35 per cent to of-
lished by the New \ork Museum
head of an industry with facts which a series of illustrations (accom- fice and clerical workers, and 11
of Science and Industry, in Rocke-
will be helpful in staging exhibi- panied by written descriptions! of per cent for business heads and
feller Center, under the title: '"Ex-
tions of all kinds and will be useful the outstanding displays of the professional folk. Seventy-seven
hibition Techniques."
particularly to those companies, the principal exhibitors at both exj>osi- per cent were essentially educa-
"Designing a popular exhibition
policy of which is to exhibit their tions concluded last fall. tional, the report explaining that
is somewhat like bathing a dog.
products at various fairs, trade the entertainment value of the
the report states. "One feels that
VISITORS l.IKKI) 7(1 PERCENT
shows and expositions. It tells not Fair was incidental, entertainment
a bath would be good for the dog.
only what world's fair exhibitors The statistical section discloses features having been introduced as
The dog. an individualist, has other
did and how they did it. but advises some highly interesting figures re- a "sugar-coating of the educational
ideas. \^ e press the point: the dog
future exhibitors what to do and garding "visitor reactions" at the Only 10 per cent of the ex-
remains unimpressed. We insist pill."

As our how they should do it. New York \^ orld's Fair, showing, hibits furnishedpure amusement.
and are met with evasion.
for instance, that 70 per cent of the Data indicated that 80 per cent
blood pressure leaps into the higher
REPORTS ON HOTH FAIRS exhibits were satisfactory to visitors,
brackets we betray indignation. of the exhibits inspired people with

which only leads to loud expres- The report consists of first, a gen- while the public was only partly a curiosity to look further into the

sions of contempt and distain. eral review of the two fairs; second, pleased with the remaining -W per subject: 3,S per cent impressed them
"The question now arises: shall a statistical analysis, which deals cent: that about 73 per cent of the with their beauty; while 19 per cent

we drag the issue h\ main force to in\stified the audience.

the bathroom and there with index-

ible will proceed to try conclusions
OFFICE EDUCATION
in the tub: or. shall we slip a
Pre-Trainlng for Future
cake of soap into our pocket, whis- Employees
tle Rover into the car. head for the "Better business through better
nearest beach and achieve our pur- workmen" might be the key-
well
pose by letting him fetch sticks out note of two recently completed pro-
of the water?" ductions by Forum Films. Inc.. of
Los Angeles. Not employee train-
ILLISTRATES BASIC THEME
ing films, though they might be used
In a more matter-of-fact vein, the advantageously for that purpose,
report points out that the dilemma these two productions. / IT ant a
just described "illustrates the basic .Inh and Minutfs .Ire I'rnriies. avail-
idea which animates the art of creat- able in 10mm. souiul print.s. are
ing popular exhibitions." designed to build sound business
Continuing, the report states: habits at a period when they are
'.An exhibition is a short cut to formed most easily during high —
knowledge. It is a form of ex- school and junior college.
pression, used to project ideas by "KeyS and CueS. a textbook by "

the display of objects, and deriving Rruce Allyn Findlay and Esther
its value from the fact that peo- Rlair Findlay regarded as standard
ple learn more easily from concrete for the secondary field, provided the
illustration than by trying to vis- A Designer's Business Theatre basis for the two film stories. Final
ualize words. The designer with a shooting scripts, however, were sub-
realistic turn of mind does not • The theatre pictured above is field in order to perfect functional mitted to and approved by a group
waste time deploring the tastes of an important part of the modern improvements. of 34 educators, located in all parts
the public or the perversities of studio-office laid out by the famed 16mm sound equipment, the of the United States, including au-
human nature. He understands them. artist designer Gilbert Rohde in screen and a few accessories are all thorities on visual education, col-
and regards them with sympathy. New York City. In keeping with that is required for such a setup. lege presidents and heads of uni-
He knows that people are self cen- this designer's interest in the in- A vast number of sound prints are versity educational department.s, as
tered and that their attention sticks dustrial film and the original ap- readily available for study: most well as rank-and-file educators in
close to home. He realizes that plications he has suggested in Fair national clients already have their the field.
average people, starting with lim- exhibits and in sketches for these own film department setups from James S. Burkett. Forum Films'
ited and casual curiosity
interests pages, facilities are provided for a which the designer may draw suli- l>n'si<lent. "\^e did not
explains:
soon become tired out from walk- cleverly concealed projection booth jects. claim to know just exactly what
ing about trying to swallow every and wall screen. The studio chairs As counsellor to his client, the tvpes of films the schools wanted.
new sight. He understands that are quickly convertetl into a com- designer is also in a position to However, we figured that it was up
aching feet dull the sense.s. and fortable auditorium. aftpreciate the usefulness of the to us to find out. VV'e did this not
that barrage of uninteresting
the Many other famous designers film medium in eonve\ing the story only bv forming an advi.sory board
information which assails people find films indispensable in stud\ing of industry to its prospects in the to check our .shooting scripts, but
from all sides bores them to ex- the assignments given them by in- field, ('ertainly no medium can by sending letters and question-
asperation." dustrial clients. This new slant has serve better to bring home the naires to teachers and principals in
The survey of which "Exhibition been successfully ap|>lied in prob- value of product improvements or every state in the I'nion to .«ccure
Tcchni(]ues"is a report was con- lems relating to machine design, the appeal of modern st> ling. The a .sampling opinion that will be in-
ducted by the New York Museum streamlining, and is a valuable aid added appeal of color makes the valuable in formulating produc-
of Science and Industry in coop- in determining actual use in tin- field practically limitless. iContinued on the next ptigf)

Number Three 1941 f2ll

 (Continued from previous page)

tion policy. In any event we an'

sure of what the majority of edu
cators want for their schools, and
we are making every
it tothem."
Perhaps the most radical depar-
effort to aivi'
id|l
ture from standardized visnal edu-
cation methods is in the u.se of whal

educational circles term "ncgatiM-

examples." In past years man\
educators have been of the opinion
that it is injurious to the student
to show him improper techniques
on the screen on the theory llial

youth, naturally imitative, will tend

to copy whatever is seen there. More
recently this altitude has changed
and there is a feeling that nega-
tive examples, when particularly
somewhat exaggerated, may be even
more helpful than positive exam-
ples, which tend to become preach-
ments. The president of a leading
Pacific Coast university declared.
"Give them negative examples, lots
of them; hut show the positive ex-
amples, too. and let the students
make their own choice."

HOW TO APPLY FOR A JOB

This combination has been uti-
lized in / W anl a Job wherein young
men and women are shown apply-
ing for jobs, some with poor ap-
proaches, others with a mixture of
both. At the end of the film, which
runs approximately IS minutes, a
pupil-teacher discussion is recom-
mended, which each student will
in
dilermine the method or combina
tion of methods likely to be most
effective for his individual case.
To guide this period effectively, a
manual of suggested discussion top-
ics has been prepared by the pro-
ducer's staff, in conjunction with
several Los Angeles educators.
The second production. Minuli-s
Are Pennies, has been treated in
similar fashion. Tied in with high
school life by use of the photo-
graphic simile of a high school
football team, "clicking" on some
plays, losing on others, it deals
with the value of cooperation and
coordination in today's business
life. It is demonstrated that in
bu.siness, as in football, if one
man does not carry out his as-
signment, the whole team is likely
to lose ground. A questionnaire
and teacher's guide has also been
l)repared for this subject.

One Man vs. 13,000

Title: Bill Jones. Employee
Sponsor: I'acific Gas & Fieri ric
Company
One of the first successful em-
ployee-training film users. Pacific
Gas & Electric Company's latest re-
lease, Bill Jones. Employee, is de-
 ! —

RCA Motion Picture

Sound Equipment is
the Choice of over
6,000 Theatres
•

Give Your Pictures the ''BIG TIME''

jn^ Projection They Deserve— with

RCA 16 mm. SOUND FILM PROJECTOR

Finer, clearer sound More even

. . . Hollywood studios and in thousands of
light distribution on screen . . . theatres, this projector has oversize reflec-

Greater operating simplicit)' tor, condenser and objective lens which

provide more even distribution of light on
It's years ahead ... 16 superior features
the scteen. Sound is full, clear and more
yet is priced with the lowest
. . .

brilliant — at either high ot low volume

because of film take-up equalizer and superb
GIVE your pictures new sparkle, your
sound new —with the
life sensational electfodynamic speaker. To greatly sim-
new RCA 16 mm. Sound Film Projector. plify- threading, this ptojector has thread-

The finet peiformance and greater oper- ing line cast on projection block. All size

ating simplicity of this instrument are the reelsmay be quickly rewound by motor.
result of RCA engineering. Designed by the Low in cost, easy to carr)', this equip-

men who build RCA equipment used in ment is just what you've been looking for
to make your sales story sing.
CAvcraoa

"RCA Victor" «nd "Vicfor" Reg. U.S.

Trademarks
RCA Manufaciurinf; Comrany. Inc. In
Pat- off. by
Onada. RCA Vutor Company, Limited. Monircjl
S
For finer sound film projector performance— use RCA Tubes

Commercial Sound Division lBS-2)

RCA Manufacturing Co.. Inc.
Camden, New Jcrsc)* Q^
Please send mc complecc infomiation re-
garding RCA 16 mm. Sound Film Projcaor.
Name,

Address-

City _Stite_

Number Three 1941 [23]

Illlll
 Thetie colorful Doch/e Trucks carri/ the Pliimottth Motor Fair

Plymouth Motor Fair Touring

South With World's Fair Show
• Tr.\.\sportinc the Plymouth Dodge fleet is divided into three THE FEATURE SECTIONOF
Motor Fair, mammoth and unique sections and completely outfitted as
inHustrial road show, a fleet of a motion picture projection booth, BUSINESS SCREEN DEVOTED TO
Dodge Job-Rated trucks, brilliantly field office and repair shop. In
finished in a streamlined motif of the completely fire-proofed and VISUAL IDEAS & PROBLEMS
red. white and blue, started from sound-proofed projection room, two
Detroit last month on a prolonged 35 millimeter projection machines THE CHICAGO CANNER'S CONVENTION fea-
tour of the Southern states. The have been installed. They are inter- tured films and visual presentations including two out-
caravan is now in Florida. locked and run in phase that is. — standing exhibits: American Can's use of the Trans-

Comprising the fleet are eight in perfect synchronization — for the Lux newscast equipment backgrounded by color trans-
parencies and displays showing the Company's many
Dodge cab-over-engine 1' 2-ton purpose of screening the three-di-
promotional interests was one of the highlights of the
tractors, each hauling a specially mentional film. It is claimed that
Convention. Another was the United Company's
built, streamlined van-type trailer. this is the first time a picture of showing of a really "different" type of motion pic-
35 feet long. 11' i feet high and this type has ever been shown by ture. Manufacturers of the Tuc line of canning equip-
8 feet wide. Ingeniously designed means of a mobile projection unit. ment, United showed lengthy reels produced in plants
and engineered to fit their jobs, TECH.NICAL DETAILS throughout the country where their machinery had
the units of this impressive tractor- been installed. No more convincing demonstration
The Projection Booth contains could have been used as convention visitors agreed.
trailer fleet are being used in stag- the following equipment: Simplex
ing and promoting the fair as well
E-7 Heads; Simplex SI Bases:
CHRYSLER'S THREE-DIMENSIONAL MOTION PIC-
as in transporting it across the TURE has been showing In various Florida cities, be-
Western Electric Mirrophonic
country. ginning its winter-long schedule of bookings at the
Sound System: Western Electric Orange Bowl celebrations on New Year's Day where
synchronized system to tie the two the Plymouth Motor Fair was a stellar attraction.
NEW YORK FAIR THEME
projectors together so they run in Kodachrome movies of the Fair were taken by Jack
Featured in the Motor Fair are
synchronism: Brenkert 65 ampere Norling recently for company use only. The Fair is
the most popular exhibits from the
"Enarc" Lamps: Hertner Trans- really a very colorful spectacle with Its electric blue
Chrysler Corporation building at gay buntings and decorative
vertor: and two Polaroid Filters, tents, trucks. Packed
the New York \^ orld's Fair, in-
one mounted on each projector. houses are seeing the shows.
cluding the famous Plymouth The above eipiipment was mount- CHICAGO'S BOAT & SPORTSMEN SHOW also fea-
"talking car." a miniature working
ed in a booth lined with asbestos tured film Aetna duplicated its New York
exhibits.
model of the half-mile-long Ply- success; Globe Hoist, Pettit Paint and the State of
hniiber in the rear end of a Frue-
mouth factory, a parts and acces- Minnesota were among other well-attended exhibits.
iiauf trailer. The booth is 7 ft.
Siory display and four motion pic- The Idlewlld Resort, a Minnesota establishment,
wide by <S ft. long and is ventilated
tures. One of these. New Dimen- with a forced draft system.
showed some of the most beautiful Kodachrome films
In or-
sions (the three-dimensional film at the show. The State of Minnesota used both sound
der to mount the projectors on a
previously reviewed in these pages and color in demonstrating its vacation advantages.
level floor, at the rear of the truck,
and proclaimed one of the \\ orld's
itwas neces.sary to build a sub-floor THE NEW YORK AUTOMOBILE SHOW will not be
Fair marvels I. is a combination of cancelled if Eastern dealers have
anything to say
above the wheel houses. In the space
sound, technicolor and three dimen- about it and the chances are that they will stage it
beneath this floor is mounted the
sional perspective. The Plymouth if the manufacturers do not. The Auto Shows are
transvertor. synchronizing genera-
Motor Fair is staged
two huge in
much more than tradition; they represent modern
tor, arc lamp resistors and power showmanship. In which the automobile Industry has
tents of the new blue canvas tvpe.
transformer. pioneered, at its best.
permitting daytime projection of
The moving picture trailer
motion pictures and effective use of
is
QUESTIONS ANSWERED BY THE EXPERTS: address
backed into the specially made
spot and flood lights. Each tent your technical display problems to the Visual Displays
opening in the back of the tent Editor, Business Screen Magazine, 20 North Waclcer
provides about lO.nOO square feet
and shoots over the heads of the Drive, Chicago. Illinois. Questions which cannot be
of display space.
audience to the screen. Part of answered from the Information in our files will be
One of the large trailers of the (Continued on the next pape) referred to competent authorities. No obligation.

Number Three 19-U [251

 "

the
office
trailer is inside
end and tractor are outside.
The "Parade Leader", or sound
the

ISOO-watt.
tent but

single
FILMS attu It on SHOW
ing one yourself, or by a moving,
visual presentation which trans-
forms the boat from a few slabs of
wood into a live thing.
truck contains a
cylinder Onan power plant mount- • This year'sMotor Boat Show boats, such "Winabouts,"
as the
Pictures Need Brightness
ed in an asbestos lined housing and at Grand Central Palace was the "Rockets." "Lightnings", and
On the mezzanine floor were the
ventilated by a fan. The sound biggest and best that has ever been "Stars", represented at the show.
exhibits of manufactur-
accessory
equipment is a 30-watt Model held. There were more exhibitors But in most cases there were not ers, such as paints, motors, fuels,
425-GG Operadio amplifier operat- and moreboats, and despite the even still pictures of the boats in
etc. The New Hampshire Public
ing four Operadio heavy duty per- sleety weather attendance was up operation, and in no case were there Service Commission had an exhibit
manent magnetic loudspeakers. about 30% over any previous any motion pictures. This was a
with a motion picture display,
These speakers are concealed be- mark. I stopped in there three sad lack for there are few more which, sadly enough, was practic-
hind stars, which form part of the times and found very large crowds, beautiful subjects than a sail-boat
ally useless. Although the lights
design of the truck body. Provi- even in the morning. in operation: the little yachts are
surrounding the display were crude-
sion is made in the cab for both On the main floor were the larger beautiful enough to sell themselves.
ly shaded, their intensity was just
microphone and phonograph music. motor boats, cruisers, and all the Generally, purchasers of these small too strong for the rear projection
sailing craft, which were represent- boats, with prices ranging from and the newly made Koda-
Tent Seats One Thousand screen,
The moving picture tent seats ed in much larger proportion this S250 neophytes to sail-
to 8600. are
chrome reels of New Hampshire
year than in the past. Naturally, ing (your old salt always yearns vacation facilities were too indis-
1.000 people and utilizes steel fold-
the best exhibit for a boat is the for a larger boat with each new be This
ing chairs in units of two each. tinct to clearly seen.
boat, itself, but in the case of purchase), and it seemed to me that
which seems be so seldom
The tent is illuminated by strips fault, to
sail-boats it is often hard to picture something was lacking in the build- taken into consideration by the ex-
of Mazda lights hung on the poles
the actual operation of sailing with- ers presentation to this purchaser. planners, has occurred time
overhead and controlled by a dim- hibit
The screen consists of out some visual demonstration. This The potentialities of sailing small
and again. noted the
mer circuit. \^ e it at
is especially true with small sail- boats can only be realized by sail-
Fairand again at other
a 16 ft. by 20 ft. Walker silver \^ orld's
screen, using a specially designed shows in Grand Central Palace.
surface for the Polaroid pictures Other Exhibits Described
and is provided with a traveller,
There were two other exhibits on
operated from behind the screen. the mezzanine floor: the Girl Scout
In front of the traveller is the
.Mariners and Globe Hoist, both ex-
speaker's platform 20 ft. by 6 ft. hibiting continuous showings of
wide, lighted by foot and over-
Kodachrome reels on .\dvertising
head lights which are controlled Projectors" machines. \isibility
by dimmers. An Operadio 30-watt was pretty good on these and they
Public Address system is furnished got quite some attention.
for the speaker and music. On the third floor were continu-
The tents were made by the ous film displays by Pettit Paint
United Slates Tent & .\wning Com- and Kendall Refining, both using
pany and are of a specially de-
kodachromes in Advertising Pro-
signed dark blue duck to exclude jectors, and Higgins Industries who
dayight and are flameproofed. The had an .'\keley Merchandiser. This
motion picture tent is equipped latter machine has a very small
with specially designed ''.4" frames
screen, but it is well shaded and
which eliminates poles down the the screening was nice and con-
center so that there is no inter- trasty.
ference with the light beam. Field and Stream Magazine was
List Technical Equipment showing hunting and fishing films
The major part of the technical
equipment was furnished by Mo- QUALITY by direct .\mpro projection to
groups of twenty or thirty people
who blocked the aisles so success-
tion Picture Engineering Company.
fully sometimes that frequently
Detroit, specialists in this field.
This included: 1. The motion motion pictures since 1923 the ""audience" grew to nearer fifty.

picture equipment and installation, Gulf showed Kodachromes with

What is there about Loucks SL Norling films that
a Selectroslide. The .\merican
with the exception of the sound
which make them outstanding? Brass Company used an Eastman
and synchronizing system,
were taken from the \^ orld"s Fair. Originality of ideas, creative skill, expert craftsman- Repeater to show their film in a

2. The lighting for the ground custom built display that set it off
ship and personal supervision by the principals in this
and for the tents. 3. The sound perfectly.
business result in motion pictures that have something The Aetna Group had about the
system in the picture tent. 4. The
sound system in the sound truck not found in the "run-of-the-mill" type. most successful display on the

"Parade Leader." 5. Stage plat- floor.They showed a fine yacht-

It costs no more to get a really outstanding film!
form for the 'Talking Plymouth. ing film inKodachrome through a
6. The railing and draperies for
When planning your 1941 sales promotion program, ground glass screen that had a
the "Model Factory." 7. The stage, write or telephone: slight ""daylight colored" cast to it.

screen and dimmer equipment for This is much better than the cus-
COlumbits 5-6974 tomary yellowish rear-projection
the motion picture tent.
The Black and V^'hite pictures screen. ,\etna used a Bell & Howell.
used in the program were made
LOUCKS & NORLING STUDIOS —R. S.
-> »
by Wilding Picture Productions.
245 West 55th Street - New York City
Films and other visual displays
Inc., and the 3-Dimensional Color
pictures were made by Loucks i atvarious national conventions will

Norling, New York. be described next month.

Business Screen
[26]
 1

Traveling
an sales managers
Exhibit
for Dodge
• • •
".-1 rmy on WfieeU"
(right) is one of the
Dodge films carried
hg a specially-
equipped promotion-
al car used for local
fihn showings.

• A IMQL E TRAVELING MOTION

TLKK exhibit has just been put
I'IC-

into
STUDIO NOTES
the field hy the manufacturers of
Photo & Sound, Inc., San Fran-
Dodge passenger cars and trucks.
cisco,doubled studio space during
The original Dodge car used by the
January with the addition of a new
Denis-Roosevelt Expedition in film-
prevue projection room, editing and
ing the sensational motion picture.
dark rooms, and additional offices
if heels Across India has been put
and recording studios.
into service by the Dodge Film Pro- S. M's.
Recently completed here was a become
motion Department to assist Dodge That's why they have
sound slidefilm showing how elec- bet they ca upward they
dealers in planning and executing
trical transcriptions are made and
You
that Sales
Curve M shoot
if

free motion picture jjrograms. And how or consumer.

how transcribed shows and spot jobber or dealer
cou,ld call on
TRAVELING FILM LIBRARY announcements are effectively used your own
6mm Equipment and
in radio broadcasting. San Fran- 1

The automobile was submitted to Thanks to -even the Boss

cisco Bay-area advertising agencies Manager's
the Sale:
one of the most gruelling and
strength-sapping tests ever devised
and advertising departments of spediai sales films,
• „ '\ales punch W argumc..— can
arguments,
commercial firms are using the pro- voice, ^-^":^r:::ro:'whatabigKeip>wii.
for a four-wheeled vehicle. The car ove
wor d .
duction in acquainting their person-
now all be sent the ^^_^^ ^^^^^
traveled thousands of miles, through s
nel with electrical transcription your salesman
roadless deserts and trackless jun-
methods, and the film has also been be to augment
gles during the Denis-Roosevelt Ex- sales.
shown at a number of neighboring tough competitive
pedition. It also climbed perilous
high schools and universities. Mel PICTURE n.PTiiRE EQUIPMENT
mountain grades into high altitudes
Venter. KFRC-Don Lee announcer, VICTOR MOTION
as well as through sea-level jungles.
was commentator. EASILY PORTABLE
The present undertaking involves concern, d'P'"''
.ion.! J."
General Moves to Universal why
a film supply on wheels supple- That's 'rr-M-ll t
P''*"'"-rVlC.
of VIC
mented by projection machines, ad- General Film Company has
VICTOR.
r'nes. 16m-
Ligl't•"=:9''\
J , „,» because System.
A.

vertising material,and other films moved its Hollywood offices from TORS r U»T.°tu "
W-^'P't-.^'wrudlences
'oclud-.n, P.
of 1 or
3000
for
Record Turntable J"^'
,„, craftsmen^
carried by the traveling film show the Ecpiitable Building to the Uni-
L-.VeW.se.
.nvestisote y'CJ°\^, 'viCTOR'S Patented
unit are Army on If heels. Land versal studios, making all that ma- p,otecf,on a,.-'
oj the Free, Years oj Progress. A jor studios facilities available for
^^-'irlX'lX^'^^
Chance to Lose, Highway Bound. use in commercial productions. As
Major Bowes, and Thrill Hunter. an independent producer. General
Film has made ten entertainment
TOURS ON A SCHEDILE
features here, preceded by six in the
The special motion-picture auto- Hopalong Cassidy series on the Par-
mobile proceeding on prear-
is amount lot. and The Man IT ho
ranged schedules established by the Lost Himself, with Brian Ahernc
(lompany's district representatives and Kay Francis, and direction by
who contact car merchants and with Eddie Ludwig. is now in production
theiraid act as advance men and at Universal under General's super-
booking agents in laying out routes vision. The Builder's Creed, busi-
and show dates covering dealer es- ness production for Forest Lawn
lablishments. churches. schools, Memorial-Park has just been com-
clubs, and other organizations. pleted under the direction of Mel-
Reports received of shows given ville Shyer, director of the recently-
in dealers" showrooms, lecture halls, finished /,(/ Abner which grew out
motion picture houses, city halls, of A ("apps
I comic-.strip character.
clubs, churches, schools, and occa- Offices are also maintained in
sionally in fire houses and court Rockefeller Center in New ^ ork
houses are said to mark the enter- City. Lawrence Fox is president of
prise as a successful and appreciat- General Film Company: Vlalti'r K.
ANIMATOGRAPH CORPORATION
ed goodwill gesture since it provides Davics is manager of the iniluslrial
Dept. E I Davenport, Iowa
genuine enterlainmcni. film division.
CHICAGO NEW YORK CITY

Number Three 1941 [27

• New equipment developments
for the month included Presto's new
turntable for higher-fidelity record-
ings, new Victor camera an-
the
nounced on this page. Bell & How-
NEW EQUIPMENT
elTs 2000 foot reels and last, hut

not least, the new Eastman Koda-

scopes described in these columns.
llireading. ade(]uate ventilation, pre- tail for $400 with 2-inch f/1.6

major bearings, easily lens.

Five New Sound Kodascopes lubricated
accessible parts, and centralized Sound Kodascope FB-25: This
• Five .new 16mm. sound projec-
—
tors priced from 8295 to $520.
controls. Either sound or silent pro- projector is available either with A New Victor Camera
jection is possible. a single 12-inch permanent magnet
and covering the widest possible A series of modifications of the
FEATURES OF OTHER MODELS speaker or with two of these speaker well known Victor 16mm. camera
range of school, industrial, and
full rated capac-
—
home needs are announced by Sound Koda-
Basic features of the units,
ity
allowing the
of 25 watts to be used. It has
have been worked out which are
Eastman Kodak. scope FS-10 are also provided on of sufficient importance to warrant
the other new Sound Kodascopes. a sound-proofed blimp, similar to
considering it as a new camera. De-
Similar to one another in exte-
along with additional mechanical that of the Model F. An additional
signed to meet the needs of critical
rior design, but differentiated in
The featureis a jack for microphone or
power output and other features. refinements and operating aids. accuracy at all speeds for scien-
other projectors, and some of the phonograph pick-up. which permits purposes, this new develop-
these new Sound Kodascopes offer tific

features they offer, are: sound from either one to be mixed ment brings 16mm. camera per-
a complete line that fits existing
Sound Kodascope F: Operates on with sound from the film track. formance to a new high.
projection requirements. For each
D. C. or A. C. 25 to 60-cycle. The double speaker units can be The new unit, called the aircraft
projector, a choice of six lenses is
100 to 125-volt lines. Rated out- used side by side, or separated. model turns in results of remark-
available, in focal lengths of 1 to 4
Prices with 2-inch f/1.6 lens are:
inches, to fit all the commonly-used put, ten watts; ten-inch electro- able accuracy at all speeds over
dvnamic speaker. Build-in motor with single speaker. $425: with dou- temperature down to zero
projection distances and screen a range of
ble speaker. $450.
sizes. generator which creates precisely and even lower. In fact, the speed
power output of the
Available the right kind of needed
current Sound Kodascope FBiO: Almost testswere made in a cold storage
from 10 watts
several models ranges for the various electrical mechan- identical inappearance with FB-25. warehouse at —
10° and the camera

up to 40 watts. All models ac- isms. Jack for microphone or but has a rated capacity of 40 was left over night to simulate the
comodate 1600-foot reels, for an phonograph pick-up. Furnished in watts, operates only on A. C. and toughest conditions likely to be
uninterrupted 44-minute show at two cases, and speaker case has is supplied with double 12-inch encountered in practice. The speeds
24-frame sound speed: and all are brackets to hold a projection screen. permanent magnet speaker. Sepa- were tested with a neon type strobo-
compactly designed for ready To retail for $370 with 2-inch f/1.6 rate jacks for microphone and scope and the settings of the instru-
portability. lens. phonograph pick-up are provided, ment were not touched during the
Lowest in price of the new Sound Kodascope FB: Similar in each with its own control, so that run at any speed. Even at the
Sound Kodascope models, and espe- featuresand construction to Model sound from either one can be end of the winding the speed was
cially suited for home use. is the F. but mounted for projection in a "mixed" with sound from the film, still so close as to cause only a
Model FS-10. which is to retail for sound-proofed "'blimp case." Top of or all three mixed simultaneously. very slow "creep" under the strobo-
$295 complete with 2-inch f/1.6 case conceals 4-inch supporting legs The FB-40 is provided with 100 scope. This is so accurate that time
750-watt lamp, all tubes. and lifts projector to proper level feet of speaker cable, and is priced, intervals for most scientific pur-
lens.
speaker and speaker cable, extra for clearance of 1600- foot reels. with 2-inch f/1.6 lens, at $520. poses be obtained merely by
can
exciter lamp, and oiling and splic- Same rated output, speaker, jack, Lenses available, either as substi- counting frames, without the neces-
ing outfits. Any other of the lenses and speaker case as Model F. but tutions or accessory equipment, in- sity of supplementary timing de-

can be substituted, on this and the "blimp"' case assures minimum pro- clude a 1-inch f/2.5, 1' 4-inch f 2.5. vices. The value of this for both
jector noise and consequently less 2-inch f/2.5. 2-inch f/1.6. 3-inch scientific and industrial research
other model.*, with a price adjust-
ment up or down depending on distraction for the audience. To re- f 20. and 4-inch f 25, is apparent but the new camera
which lens is substituted. will be found very useful for sport
Ti/pical of the new Eiistmaii Sound Kodnxcopes in this Model FB-2a
The FS-10 has a rated output of pictures such as analyzing one's

ten watts, and operates only on golf stroke.

A. C. 50 to 60-cycle. 100 to 125- In the previous model Victor

volt lines. The projector and cameras the starting button was
speaker are built into one compact turned to set the speed of the

case which divides into two sections. camera and when depressed to start
one containing the 10-inch perma- the mechanism it also placed a

nent magnet speaker, the other serv- tensionon the film gate. In the

ing as a platform for the projector. new model the speed is set by a sep-
arate dial clearly visible in the
Space for a 1600-foot reel and the
usual accessory equipment is pro- illustration, while the other func-
vided in the case. tions of the starting button were
Other features of the FS-10 in- retained.

clude an oil-floated flywheel, which To accomplish the new standards

assures smooth and uniform move- of accuracy and control, new bear-
ment of the film past the scanning ings of an advanced type were used
point, even when there are minor throughout and a new governor was
fluctuations of line current; a fidel- evolved together with such features
ity control for accurate focusing of as a lock on the starting button
the scanning beam when either ori- to hold it down at any operating
ginal or duplicate films are used: speed, or to lock the button in the
safetv position when the camera
a high-low switch for different line
voltages; convenient tilting mech- is not in use. Deliveries are now
anism, thread light, simplified being made.

Business Screen
[281
Market New Steel ScafFeld into the emulsion layer, even with
over-exposure.
A new safety steel scaffold, useful
This principle of obtaining a sur-
for studio and location sliooling.
face image is similar to that em-
by building contractors, electricians,
ployed in 35mm. motion-picture
painters, where set requirements
sound recording where "ultra-vio-
necessitate platform use. has re-
let" recording has been adopted to
cently been placed on the market
obtain highest quality sound repro-
by Mechanical Handling Systems. duction. Although well suited for
Inc., 4600 Nancy \\e.. Detroit,
under the trade name. "Quik-Stt
Safety Scaffold."
Designed on simple, gravity-lock-
:^5mm. work, ultra-violet recording
technique has not been so success-
ful when applied
ment because of light-limiting fac-
to 16mm. equip-
''EXPLORING
ing principles. ""Quick-Set" scaffold
provides extreme interchangeability
with a
units.
minimum number of separate
No screws, bolts, or clamps
tors

light
common
imposed by the ultra-violet
filter, smaller optical systems and

valves.
"positive"
Accordingly,
type emulsion
the
WITH X-RAYS"
are used, and no tools of any kind has been in general use for 16mm.
are required to erect or dis-assem- sound recording.
ble the scaffold. The complete scaf- The special properties of the new
fold is erected from simple units Agfa High-Resolving Sound Re-
as easily as an ""Erector" toy is put cording Film make it an ideal mate-
together and with the same rial for variable area recording
versatility. equipment, especially when differ-
The scaffold consists of square- ences between '"crest" and '"base"
section tubular steel brace and illumination are great. With or-
corner post units, of extremely rigid dinary positive film used for this
construction with electrically weld- purpose, it is practically impossible

ed parts, so designed that the scaf- to put enough light through the

fold may be erected quickly: and valve to obtain clean ""crests" of

the unique design of the various printable density without causing

units permits erection in straight the ""valley.s" to become filled with

line, in corners, around rectangular the combination of inter-crystalline

or circular constructions, either "in- reflection and halation, due to over-

side" or "outside." Bridging over exposure. The new film overcomes
obstructions is easily accomplished this limiting factor by enabling the

with simple truss units. recording of high frequencies with

a clean, crisp wave form having
Quick-Set Scaffold may be leased
fully exposed "crests" and open
or purchased outright; and because
of its simplicity and time-saving fea-
"valleys." GENERAL ELECTRIC PICTURE
Made in Agfa's Binghamton plant
tures the manufacturers claim ex-
the film is obtainable through usual
ceptional economy in the number
sources supply in standard
of
of individual units required to erect
lengths. It may
be handled under
any type of scaffold.
usual positive safe-lights and can be
developed in any clean-working de- THE AMERICAN COLLEGE OF RADIOLOGY
AGFA'S 166 M.M. Sound Film
veloper producing good contrast,
In keeping with the progress such as Agfa 20 Positive Developer.
marked in other fields of photog-
raphy, a new high-resolving sound New 2000-Foot B&H Reel
recording 16mm. film has been in- Completing the Bell & Howell
troduced by Agfa Ansco for high- line of 16mm. projection reels is
quality sound reproduction in
the new, 2000-foot spring-steel reel
16mm. motion picture work. recently introduced. The B&H
The .sensitive coating of this new line now includes 400-. 800-. 1200-.
film is made by
a new process of 1600-. and the new 2000-foot reels,
emulsification
emulsion
which results in an
structure of
homogeneity and uniformity of
unusual
all

dition
of spring-steel.
will permit an
The newest
hour's con-
ad-
Adverti-Films
sound
crystal size. This insures clean,
tinuous projection
an hour and a half of silent film.
of film,
1585 CROSSROADS
sharp resolution of the sound track
recorded on the film with a blue-
Flexible, sturdy, rust-proof, light in
weight, and ""touch-threaded." the HOLLYWOOD
filtered exposing light. In order to big. new reel may be used with
prevent deep penetration of the sound projectors as well as with
blue light into the sensitive layer, the larger 16mm. silent projectors.
with its accompanying diffusion The anouncement also states that
and halation through inter-crystal- a 20()0-foot humidor can. cadmium
JOHN J. BOLAND NEIL CAMERON SMITH
line reflections, the emulsion is plated to prevent rust, is available
In Charge of Vntduction
screened with a water-soluble dye. for the new reel. The film title
This screening effect fulfills the may be written anywhere on the
double function of assisting in can without using a paper label,
creating a surface image and pre- and the ""tell-tale disk of the humi-"

venting deep penetration of light dor pad is an added convenience.

Number Three 1041 [29]

 '

IT S NOT A PERSONALITIES ^ ^ NEWS

PICTURE • Gkorge L. Schuyler has joined the sales
OUALITY PRODUCTIONS
UNTIL development staff of the Jam Handy Organiza- BLACK & WHITE & IN COLOR
C SCREEN tion, where he will assist

operating nationally to use visual sales meeting

sales organizations

• Your projector can't thlnlt ... materials and methods more effectively in retail wc)(ru44J
it

projects scratches and stains as outlets. Mr. Schuyler has been identified with Division of S A R R A, Inc.
faithfully as your finest shots.
sales training and sales management work both WHItehall 5ISI I& East Ontario Street -:- Chicago
YOUR PICTURES DESERVE
FOUR -FOLD* FILM PROTECTION in Detroit and New York for many years.
:4c
I
INTERNAL SOFTNESS againit hoat Associated Sales Company.
and drying.
I .
For information on services or equip-
+ !.» EXTERNAL TOUGHNESS
9 scratches against Detroit, announces the appoint-
and stains. ment described in these pages address the
3#t^ SURFACE LUBRICATION against wear ment of H. G. Christensen as
J* and sprocket strain. Screen Service Bureau. 20 North If acker
if.A PERMANENT IMPREGNATION against
vice-president. The company's
^. time and cleaning. Drive. Chicago. There is no obligation.
motion picture department will
Better phot hers offer I'npOrate
priHection for be under his control, as well
as the recently opened New
LOCAL PRO.IECTION SERVICE
York office of the firm. Form-

VAP,iQ.RATE erly president of West Coast ('alifornia and Pacific Coast —

Sound Studios in New York H. G. Christensen
and co-author of the book.
VAPORATE
130
CO.. INC.
W. 46th
BELL & HOWELL CD.
"How to Use Talking Pictures in Business." Mr.
ALLIED FILM EXHIBITORS, Inc.
SI. 1801 Larchmont, Chicago
New York City I 716 N. La Brea. Hollywood 672 South Lafayette Park Place Los Angeles, Cal.
Christensen has done much to develop the pro-
EXSTBITOBS OF 16TWM htdusthiai. Airs
motional possibilities of com- PUBIiIC BEI-ATIOirs FIX.US.
mercial motion pictures. 56 ezchang'es serving 250 communities in the
PRODUCER DIRECTORY The advancement of five Bell
Western Trading Area.
Regionat offices
& Howell men to key positions SAN PBAirCISCO • PORTLAND • SEATTLE
has just been announced by

=^IDEFILM PRODUCTIONS
the company. /. E. Huber of
the sales engineering division
Missouri. Central Illinois. Etc. —
KODACHROME • BLACK & WHITE
appointed

written
3rd
SYNCHRONIZED RECORDINGS
in
DIMENSION
BUSINESS SCRIPTS
accordance with your ideas by
•
expe-
Our ser-
J. E. Huber
whose
has
sales
been
manager. Mr. Huber.
background includes
assistant

. .

and
^ the
ctwe^uufe.
States of Missouri,
in ST. LOUIS
Illinois, and Arkansas
rienced sales and
vices are reasonably priced.
of your problems envolves
May we hear from you?
advertising
bnef discussion
no obligation.
A
folks
several years in the army air
corps and the radio industry,
worked on and built some of
420
^ RAY SWANK
N. 5KINKER BLVD.. ST LOUIS, MISSOURI
_. ._ _.>^l«rw
CO. *»^\ Phone Village 3770 EXPERIENCED COMMERCIAL DISTRIBUTOR
THE EVERETT
ILLINOIS (A Suburb of
530 n Bo.k.ard
Chkaqol
the earliest broadcasting sta- Alio Equipment Rental and Complete li mm. Library
OAK PARK.
tions in the United States.

Robert H. llnseld. diplomat, New England —

explorer and photographer, has
—in BOSTON see PATHESCOPE been made advertising manager
of the company and publisher
NEW ENGLAND "
~
FILMING in 16nim, plus Complete 16m ~

*Coror, "A6<i the Local Anqle"

Wrile or phone ihe
of its three house organs. The
sales engineering division is
throughout Ne..
operators,
knowledge necessary
excellent
.,

equipment
to handle v
i_.\_..i.__ _
^^NI^^^^H now- headed by Lloyd M. Ryan.
_i_i g properly

PATHESCOPE W j^^^l promoted from an assistants

CO. I ^^^H post in this division. As new
438 Stuart St., Boston Tel. COM 0640 •» W
B X^^^BI c^ "'^''3' service manager, . E. 263 St. John Street Portland. ]

H J* ^^H Roberts will have on his staff

^^k^^BS Ralph Eyles and 0. T. Bright. New York, New Jersey, Connecticut —
MR. 16 mm. PRODUCER ^^H^^^H The personal equipment divi-
sion is now headed by Robert
BLACK t WHITE
We offer you complete
H. Moullon, successor
OMM & J3MM
1Z.lkJikJ Q ^CikJIkJ motion picture proiection
service. Arrange club,
KODACHROME facilities for scoring to /. L. school, church showings, supply equipment and operators.
Full responsibility, one-time or long runs in New York,
SPECIAL EFFECTS Goodnoiv. who has accepted a New Jersey, and Connecticut. Continuous projection and
ART TITLES

GEO. W. COLBURN
SOUND commission in the U. S. army.
Donald N. Shepherd, com-
mercial writer, has been ap-
sound-slide film service. Have largest local list of the-
atrical outlets for top quality industrial films,

KING COLE'S SOUND SERVICE. Inc.

203 E. 26th ST.. NEW YORK CITY LE». 2-6781
LABORATORY pointed to the creative staff of
II97-B Merchandise Mart CHICAGO Brobuck. Inc. as slide-film and
motion picture writer and edi-

SAFEGUARD YOUR FILMS

tor.
C. C. Jones, formerly man-
COMMERCIAL PICTURES?
We Have Projected Them for Over 30 Years
THEY ager of the motion picture W. E. Roberts
INSIST Complete projection service, 16 or 35 mm. equip-
PROTECT department of Audi-Vision.
ON ment including screen, operator and transportation.
IllilUJllli I 1*MM REELS Inc.. has joined Francis Gregory and .Associates,
FIBERBILT AND FILM Cinema Sound Service
. commercial motion picture producers. James N.
SHlPP.NGl
SHIPPING ^H,LE
Slee and V. .M. Aylsuorlh recently joined this 580 FIFTH AVENUE NEW YORK, N, Y.
CASES IN TRANSIT LONGACRE 3-5822
new firm.

130] Business Screen

PICTURES ou, AIR EXPRESS
• It was NATi ral that the lilm all over the country virtually obvi-
industry, dependent as on speed it is ates the need for chartered planes.
for the distribution field, should Between New York and Chicago,
find an answer to a prayer in air for example, there are eighty-two
express, the fastest means of trans- flights daily or an average of a
portation there is today. Vi hile flight each way every half hour.
newsreel men have beeti using air But let"s return to the negatives
express since 1929. there are many which have arrived in a newsreel
persons in the industry who arc still
laboratory in New York by this
not aware of the fact that air ex- time. After the pictures have been
press is a full-size. 24-hour-a-day. cut. edited and comment interpo-
8S.000.000-a-year business. finished newsreel again
lated, the
Let's see how air express works is sent air express to theatres
in the newsreel business. There's throughout the country.
a prize fight in Chicago that must
In this branch of the industry,
be covered. A large newsreel com-
air express has become a routine
pany has its laboratory and editors
and integral part of the business.
in New \ ork. so the negatives must
It is no longer used only in emerg-
be air expressed back to New York
encies, because in a business built
before the saleable newsreel can be
on speed the emergencies are so fre-
produced. .Arrangements are made
quent that in fact they become rou-
with the Chicago agent of the Kail-
way Express
Union boy. and placed on
truck or Western
the next
tine. Thus, films are the fourth
largest users of air express, exceed-
ed only by machinery, printed mat-
Power! Fro'ni one of seven public utiiilu iiroduct
plane going out of Chicago. In April.
ter and wearing apparel. Niagara Falls ... a slender wire carrying an electrical im-
1939. when the last analytical pulse to turn the wheels of industries ... a giant cargo ship
breakdown was made, it was re- under full steam .the force that links a hearing, seeing
. .

audience with your product in a production by

vealed that 5.29 per cent of all air
express revenue came from this in-
dustry, as well as 4.86 of the total
weight of shipments and 6.92 per
Pat Dowling Pictures
6625 ROMAINE STREET HOLLYWOOD, C.\LIF.
cent of the total number.

Many films companies use air

express in a novel way. In the
newsreel field, if an important event
is scheduled to occur after deadline,
the companies ship their regular
reel by rail express. But the reels
Since that time, with the excep-
tion of 1930 and 1931. its volume will be a few hundred feet short.

of business has been increasing.

1940. shipments totaled more than
In .After the awaited event has been
photographed, edited and made into HOTEL
mR
one million in a single year for the a reel making up the missing few-
first time in its thirteen-year his-
hundred feet, it will be air express-
tory. For the first eight months of ed to the theatres to be run with
1940 gross revenue increased 27 the regular reel. Very often

per cent over the corresponding through the use of air express the
"add" will arrive at the theatres
period of 1939.
before the regular reel.
Today the air division of REA now- otte o^iiue
has contracts to carry air express \^Tiile the airplanes were cutting

with every major airline in this the elapsed time of their flights ALBERT
—doubling the speed of air
country in addition to Pan .Ameri-
can Airways.
in half
express deliveries — air express was PICK
Planes of seventeen lines reach
daily 255 airports in this country
reducing its rates by 66 2
by 1937. a decade after its inaugu-
'3 per cent
HOTELS
on scheduled flights and all •.i'v\ ration. For example, a five-pound
air express. .A total of .325.000 shipment of film that took thirty-
miles — thirteen times around the three hours from New York to San
earth at the equator — is covered Francisco and cost 815 in 1927. to-
daily by domestic air express. dav takes seventeen hours and costs
To this mileage must be added S4;80.
213.000 miles of rail operated by So. the next time you see one of
the Railway Express .Agency. This the planes still peacefully dotting
mileage through its precise coordi- remember
the skies of this country,
nation with the plane schedules thus unsung cargo she carries and
the
moves virtually every o(T-airline the next time you see the latest
city in the country into the orbit newsreel. remember how air express
of air express. helped to get it to you with phe-
Frequency of scheduled flights nomenal speed.
 IS IDIPORTflnT..

Twenty North Wacker Drive towers high above sur-

rounding Chicago buildings, affording unusual advan-

tages of light and air and an inspiring view of all

sections of the city at whose heart it is so strategically

located. Here, far above the smoke, dust and street

noises, light, airy suites provide ideal working condi-

tions, unequalled by most office buildings.

ZO nORTH IllflCKER-flT THE CEHHR OF CHICAGO BUSIHESS

As OFFICE HEADQUARTERS for many of America's foremost National Business Organ-

izations, Twenty North Wacker Drive has long been recognized as a distinguished business Your personal inspection of the facilities
of this buildingIs most cordially Invited
address where efficiency and convenience are paramount.

It is not alone the strategic LOCATION of Twenty North Wacker Drive ... in the

heart of all Chicago business . . . that establishes its leadership as a LOCATION for your

business home . . . nor is It the Inspiring height to which its torty-five stories rise far above
all surrounding buildings.

Modern business today demands the ultimate in facilities for sales gatherings, confer-
ences, and the very necessary social activities of business. Many other Important LOCATION
factors contribute to the leadership of this building . . . factors which have determined
many business leaders to decide upon this building as the ideal LOCATION for their busi-

ness offices. Yet with all of its advantages, rentals are moderate ... in keeping with the times.

ADDRESS INQUIRIES TO THE OFFICE OF THE PRESIDENT • MR. J. C. THOMPSON

Typical modern office arrangen^^" North Wacker Or

•ill- ! n H I

n R T H Ul C K E R DRIVE
 m
YOUR EYES
EDUCATION RECORDING
{Cunlinurd from Page 12)
AND EARS
wliile
get nolliitig
a poor teacher likely would
from a good one. indi-
To meet a demand for a high
quality recording turntable. Presto
Recording Corporation has m
uuU^^^-Mi
teaclier just re-
cating a need for better
preparation. Theatrical
thought, could and should be used
films, lie leased as a separate unit the dual-
speed 12-in. turntable formerly sold IS 16mm
over repeatedly for increasing only as a part of their model K
values.

FILMS IN LOWER GRADES

Mrs. Margaret Divizia. whose
commercial recorder.
Radically different
any other table on the market, the
new Presto 11-A employs a cast
in design from
SOUND PROJECTION o^^^^
work in the Los Angeles city sys- aluminum turntable precision ma-
tem is with the first to sixth grades. The
chined to dynamic balance.
stressed
osity at
the
work
lively,
in
energetic
these youngsters.
curi-
table revolves on a single hall bear-
ing at the base of a bronze shaft
DeVRY
Reading is long and tedious and
A heavy, live rubber tire
it takes time to answer questions
well.
fitted to the rim of the table.
is

A
MODEL QR-12
brought up Using
by the text.
on motor shaft
metal pulley the
films, first-graders who want to against the tire
drives directly
know about their environment can eliminating idler rubber
wheels,
gel their answers without having to
tired pulleys and other parts which
wait until they can read, and sixth A slip-over pulley
wear rapidly.
graders who would be stopped by is removed to change speed from 78
some scientific question in print
to .^H 13 RPM. The motor and
can understand it at once on the
turntable are mounted on a steel
screen.
base ready for installation in port-
Miss Marian Evans of San Diego able or console phonograph record
suggested that the informal spon- players.
and ir)-in. transcription
taneity derived by the teacher's
asking questions and simply listen- Columbia's School Library
ing to comments, provides measure- a new
Columbia has announced
ment data not available through known
.series of educational records
scientific tests and urged this
as the student Music Library Series,
method as a "diagnosis of the minds the first kind ever released
of its
and hearts of the bovs and girls." Iiv any record company. Offered in
Mrs. Alice E. Field, of the Will
album sets of three 10-inch records
Havs wondered what would
office,
on the Columbia Popular label, and
have happened if. 500 years ago.
waxed by outstanding artists, the
the printing press had fallen solely
Student Music Library makes avail-
into the hands of the purveyors of
able the identical repertoire of re- MODERN STYLING
—
amusement where would education
cital pieces and junior classics used MATCHED CASES
. . .

stand today? A situation not un-

for practice purposes by students of
• This new low-priced 16 mm. sound projector
like this did occur with motion is one of the finest achievements of DeVry's
the violin, piano and "cello. Subse- projector craftsmanship. In sound and bril-
pictures, she suggested, intimating liance of screen image it meets highest qual-
quent releases will contain litera-
that education would now be far- ity standards; yet its price and utility make
ture for flute, clarinet, trumpet and
it the idea! machine for either commercial or
ther ahead if it had accepted the
other instruments. school use.
film medium sooner.
According to Marie Tinney. direc-
PROJECTS SOUND OR SILENT FILM
EMOTIONAL NEED IX FILMS tor of Columbia's Educational De-
With speed controlled by Film Speed Regu-
Seizing that as his cue. Paul A. partment, the Student Music Library lator, Model QR-12 projects both sound or
LaGue of the Los Angeles schools Sets represents months of intensive Projector and upcakrr are cotn- silent film. Other features include the auto-
parlln contained in two smatl. light matic loop s>Tichronizer, dual sound stabilizers,
asserted that there are spiritual research and investigation into in- airplane luuuauf carriring eaxe»:
Projector and amplifier in one cane.
and other exclusive DeVry improvements.
values to be gained, better adjust- strumental repertoire. Included in
12-inch ttpeaker in thf other. Ea«u
ments and better moral values to the compositions recorded in the to carrn —to net up!
Arrange for a Demonstration
be achieved through motion pic- first sets to be released are several See and hear the new Model QR-12 at your
De\'ru manufacturcn cverythiuij
for the rt'Corditiy and projection of earliest convenience. Write or wire for a dem-
tures, but stressed the emotional recital pieces by great masters
llj and 35 mm. itound and »(!' »t fihim. onstration: let a showing convince you.
need in educational films, citing Mhicli have been recorded pre-
the industrial production as
of the best users of emotion.'
head of LI. S. C."s
V^'arren Scott,
"some \ionsly.
"F.arlv jiroblenis of teiliiil(|ur and
handling can be overcome during
DeVRY corporation FACTORY AND MAIN OFFICE LOCATED AT
department of cinema and director lessons or in practice sessions at
mi ARMITAGE AVENUE ^^^f?X CHICAGO. ILLINOIS
of the Cinema W orkshop. presided the student's home. These records
NEW YORK /Sfl^i^^% HOLLYWOOD
at the discussion, and directed the go a step further. They provide
recording on film of almost every a standard of performance for the
stage of the two-day dedicatory ex- student, so that he can measure
ercises of the new research build- his own development and musician-
ing — what is believed to be the first ship. In playing his own study
such use of motion pictures. The pieces and again on
again the INSURANCE
showing of color sound films taken phonograph, and studying the tech- FOR YOUR
on expeditions of the Hancock nique of great artists who have FILM INVESTMENT
Foundation to South America was recorded them, he simplifies his by tl\e

an integral part of the program. own picililrms and the teacher's. "SAVKOTE" SOUND RECORDING. .

PROCESS
V .|i<.rl.il lilni (iiriiiiild
film ami
BLACK AND WHITE..
rrnr*i-
KODACHROME
lliilt ttlil

|ir<.*mr. antl |ir<iim* nr*,

NiMBER Three • 1941 Mm rdlirr blark anil
Mhlir or rotor. >encl lOO
fret lo II* and let u* riin- (Jlttd- complete laboretory (aciliiiet for 16 mm. filml
.inrr *iiil.

400 Ft $1.00 DeVRY FILMS & LABORATORIES

MM ARMITAGE AVE. CHICAGO, ILLINOIS
 NOTES ON FILM TECHNIQUE

Souna SiiaefLLm

Tyan:fri-ii>tions uxtd accotupaitti frfuca-

lioiial or conimtrcial
ti>

tilidejilnis ai'c tnarlf hn u woman's —and aUo varied sound effects.

of sales programs, technical quality ing films anil transcriptions to dem-
ittudio utaff and engineers
in ahnont the In addition to the two announcers are the
name way as recordings. There is ?io need man in the baeliuroitnd, who is in charge must be good and surface noise onstrate techniques in the selling of
for shoieint; the slide films at the time the
transcriptions are made since the entire of operatinfi the various sound effects, and
scripts. the show's production j»on at the right.
held down to a minimum. Slide- fuel oil to large buildings and in-
staff is ftrovided iritk levll-iitarked
film material is not as fine as, but stitutions. The slidefilms tell their
more durable than that used for ra- silent story of a cold winter night
• The VAi.i e of IranscribeH con- in the studio are in charge of a
dio transcriptions, but both are re- and the problems of heating on such
tinuity as an accompaniment for production man.
corded with extreme care by skill- a night in an average household,
slide films borne out
has been To this regulation studio "cast"'
ed engineers. The cost, in keeping while the recording heightens the
strikingly in recent years through there is nothing about a transcrip-
with the commercial purposes of effectwith its sound effects of cold
its increased use by large organiza- from the radio
tion session different
slidefilm transcriptions has been re- wind whistling through bare tree-
tions at dealer meetings, and sales shows they usually make. Frequent-
duced to a point less than that of tops. Into these scenes and sounds
conventions. For sound slide films ly, moreover, the same people
radio transcriptions. The process- of great vividness, comes the voice
have proven to be more effective in participate in both. The same radio
ing is similar in every respect. of announcer, as blandishing
the
selling products and instructing em- actors who are heard in a radio
as any radio announcer
in his com-
ployees in technical details of op- '"soap opera" in the morning, adapt Slow Speed Recordings
mercial scripts, explaining the pic-
eration. Here, whether the object their talents to a slidefilm transcrip- Just as in the case of a phono- tures in terms of proper heating and
of the film is educational or pro- tion continuity in the afternoon, graph recording or a radio trans- detailing, in a pleasantly written
motional, sound in the form of an- with an almost identical studio set- cription, the sound produced in the script, the resources of Socony
nouncements, explanations. dra- up. The absence of a studio audi- studio and regulated by the engi- Vacuum Company.
matic skits, music, and often elabor- ence means nothing to these neer in the control room is cut in But whether the slidefilm and
ate sound effects, is transcribed in troupers of the airwaves, since the recording laboratory onto a transcription be of the promotional
the same way that radio shows are many of their live broadcasts are master disc. For reasons of econo- type or of the more technical, in-
transcribed, on records that are made with only a microphone as au- my, slidefilm transcriptions are usu- structional type, they illustrate the
made expressly to accompany slide dience. Formerly, transcription ally recorded on discs that are play- extension of showmanship into
film projection. sessions were often made in the ra- ed back at 33 1/3 revolutions per fields not usually associated with
dio studios, but recently these ses- minute, a slow speed. (The speed
V. S. Personal Appearances
Hollywood or Broadway.
sions have been largely transferred at which phonograph records are
The entertainment appeal of re- to the recording studios. made is 78 revolutions per minute.)
Next month: RCA recording experts
In the room, which is
control give further notes on slidefilms.
corded sound has been found to be The economy of space effected by
While the engineer (right) operates the con-
reason enough to abandon the for- similar to a broadcasting station this slower speed is indicated by trols, his assistant, ioUoiving the script, has
control room where radio broad- come to a place in which it is indicated
mer practice of leaving the explana- the fact that, on a 12-inch disc (the that the slide scene is to be changed. .At
tory material to be read by some- casts and recording sessions fre- size of the large Columbia Master-
this point he presses a telegraph button,
which rings a bell in the studio. The sound
one at the time the films are shown. quently take place, sit the engineer works records) the playing time of of the bell is heard on the recording and
indicates to the operator of the projector
Particularly promotional
in the and a producer whose job it is to a 78 r.p.m. recording is 5 minutes, that the slide is to be changed.

films, where the complicated psy- synchronize the slidefilm operation whereas, if the disc were recorded
chology of selling is a prime con- with the script. His copy of the at 33 1/3 r.p.m, this playing time
sideration, the effect of smooth pro- script is marked to coincide with is approximately doubled.

fessionalism that as achieved by re- the change in slides. At these The master recording that is cut
corded accompaniment has more points, he pushes a button which at Columbia's New York studios is
than proven the merit of slidefilm rings a bell that is heard in the carefully examined for flaws and
transcriptions. The use of the re- studio and recorded on the trans- then shipped to the plant in Bridge-
cordings, moreover, supplies means cription. Later, when the transcrip- port, Connecticut. There it is proc-
of reaching varied groups of listen- tions are played, this bell gives the essed, or and metal mat-
plated,
ers simultaneously on a much more signal to the slidefilm operator to rices are made from it. These, in
economical basis than the practice change the slide. turn, are used in the actual pressing
of employing lecturers to travel of the records. The finished discs,
Develop Record Materials The engineer, at the right, has the controls
with the slidefilms. after they have been labeled, are
all8ft and has just received the go-a}iead
The technique used to make slide Columbia's Transcription Divi- shipped to the slidefilm company for signal from the recording technician, who
is prepared to cut a rruister recording in a
film transcriptions follows largely sion, which is becoming more and distribution with the films. Special recording laboratory. The producer, at the
left, gives the studio staff the siffnal to begin.
the routine used in transcribing ra- more active in the transcribing of portable machines, built to play the
dio programs, except that the rec- recorded scripts for slide films, larger-sized, slower-speed records,
ords, which are most often of the has developed a special slidefilm and slidefilm projectors are the only
slow-playing. 16-inch type, are cut material which meets the require- equipment needed for repeated dis-
to synchronize with the continuity ments of the slidefilm transcrip- plays of the "still-sound" shows
of the slidefilms. In the recording tions. The material has a special made up by the slidefilms and their
studio are the announcer, a cast of quality, is midway between that accompanying transcriptions.
radio actors (if the slidefilm script used for laminated phonograph Typical of the promotional slide-
calls for dialogue) and whatever records and the flexite used in the film transcriptions currently in use
stock sound effects are designated manufacture of radio transcriptions. is the one recently made by Colum-
by the script. .4s is usually the Since, in many cases, the slidefilm bia for use at Socony Vacuum deal-
case with radio shows, the activities transcriptions are used as adjuncts er meetings. This company is us-

[341 Business Screen

 !

Ampro Sound Projectors

• • • A Real Aid To Business
For sales meetings, conventions, store displays, consumer education —many thou-
sands of sturdy Ampro sound-on-film projectors are delivering "life-like" tone
quality and brilliantly clear pictures that are boosting sales upward —creating
valuable good will and acceptance! They are proving that they can be operated
easily —even by unskilled operators — and they have «hat it takes to stand up
remarkably under hard usage.
Today —there is a place in your business for sound pictures projected on Ampros!
Production and equipment costs are do^*'n to new low levels. Investigate how
you can utilize this increasingly powerful selling force to help solve your sales

problems!

Some Large Users of Ampro Projectors

Here is a partial list governmental, educational and other users of Ampro pro-
of industrial,
jectors who have re-ordered again and again —
on the basis of the performance of their
original purchases. Some of these customers have hundreds of Ampro precision projectors
in constant operation:

All is- Chalmers Company Dictaphone Corporation

American Air Lines Wright Air Field
Rrestone Tire 8C Rubber Company and Aikman
Collins
Frigidaire Division, General Motors Barrett Company
Company
General Electric Union Carbon & Carbide Co,
General Tire and Rubber Company Kraft Cheese Company
Massey Harris Company Keystone State Amusement Co.
Mead-Johnson Company The Jam Handy Organization
Shell Petroleum Wilding Picture Productions
Fisk Tire Company C.C.C. Camps in Sparta. Wis.,
General Motors Acceptance Corp. El Paso. Tex.. Phoenix, Ariz..
Ser\el (Electrolux) Ft. Bragg, N. C. Columbus, Ohio
Anheuser-Busch, Inc. Ideal Pictures Corporation
Stewart-Warner
Illinois Bell Telephone

Send jfO^
A
Showing complete line of Ampro 16 mm.
sound-on-film. silent, and convertible to sound
models. Thousands of Ampro precision projectors
are rendering splendid ser\ice for the sales depart
ments of America's largest corporations. ~
Find out what
they can do for you.

ens 341)
AMPRO CORPORATION. 2839 N. Western Ave., Chicago.

AMPRO
IIL
Please send me new Ampro Catalog. I am particularly interested in:
G New .Amprosound l6mm. Projectors.
Q Ampro 16mm. Silent and Convertible to Sound Projectors.
Q Ampro Continuous Projectors.

ECISION CINE EQUIPMENT Name

Address..
„.

Gey ..State..
PILGRIMS'
PROGRESS
The story of New England is the saga of a
great America
" —industry began when the first settlers turned
carpenters, put together four walls and
a roof."

" —in a thousand different localities ... in the

home . . . then in small shops . . . there began

an era of individual craftsmanship."

"Today . . . New England's industrial strength

lies in the skill of its artisans and craftsmen
. . . men trained to expertness through
generations of specialization. Here in New
England is the highest concentration of
skilled labor in the nation. Here is reserve

industrial man power for production of

fabricated high-quality manufacture."

So goes the story of New England's industrial

greatness as told by the New Haven Railroad

in its feature talking picture production,

"This Is New England." This is one of the
publicity methods New Haven officials have

chosen to bring more factories, more industries

and greater prosperity to the highly favored
region which this great railroad serves.

JAM HANDY a amjatio/f

Sales Meetings • Slideiilms • Talking Pictures • Convention Playlets

fk New York
Ill
\ \ X \ \ *

rJ rl rJ rJ
DUD
ID jjy

1 *
IN THIS ISSUE:TRAINING DEFENSE WORKERS;
\\}L NEW INDUSTRIAL MARKETS REACHED BY
FILMS
 .

The Simple Secret of Success

in Cartoon Animation • • •
''IDEAS -WELL EXECUTED II

you want proot

PRODUCING successful Screen advertisements^as
It that

Plans get results, check with

Caravel
INindeed in producing successful business films of
American Can Company
whatever sort— there is no escaping the time-old for-

American Machine and Metals, Inc. mula, "Ideas— Well Executed."

The Bales Manufacluring Company Evidence of Caravel's skill in developing money-
Wallace Barnes Company making ideas may be witnessed in its new series of
Belhlehem Sleel Company
Technicolor Minute Movies featuring on behalf of
Black & Decker Manufacturing Company
Cadillac Motor Car Division, the Pepsi-Cola Company the miraculous deeds of its
General Motors Corporation two policemen, Pepsi and Pete. Cartoon drawings,
Calco Chemical Company, Inc. animation. Technicolor photography, optical effects
S. H. Camp & Company and musical scoring entirely by Caravel— in Caravel's
Cluell, Peabody & Company, Inc.
own studios.
Congoleum-Nairn, Inc.
Dictaphone Corporation Ability to produce films of high technical excel-
Godfrey L. Cabot, Inc. lence isimportant. But even more important is the
The B. F. Goodrich Company skill which goes into the preliminary planning.
Hart Schaffner & Marx
Jenkins Bros.
As a result of wide experience in creating sales pro-
Johns-Manville Corporation motion programs of many different types. Caravel is
Ken'wood Mills especially equipped to advise with you in the profit-
National Biscuit Company able use of business films. For the coaching of a far-
National Lead Company flung sales or dealer organization for the spurring . . .

Raybestos-Manhattan, Inc.
of indifferent middlemen... for the educating of buy-
Socony -Vacuum Oil Company, Inc.
Swift & Company ers with respect to points of quality or manufacturing
Talon, Inc. techniques for the creating of improved relations
. . .

The Texas Company between management and labor... for the stimulation
U. S. Industrial Alcohol Company of consumer buying . .

OR ANY OTHER CARAVEL CLIENT A

Caravel Plan is moie than a motion picture or a
slide film; it is a completely rounded program which
directly leads to increased sales. Ask our clients.

CARAVEL FILMS INCORPORATED

New York • 730 Fifth Avenue • Tel. Circle 7-6112
 .

You Wouldn't Wrap Your Product in an Old Newspaper . .

You wouldn't think of sending your

product to market in an old news-
paper. A quality product deserves a
quality package! That's why your sales
story on motion picture film deserves
Filmosottnd presentation. Good telling
is a must o( g.ood selling. You may have
your story with a projector that can do
it justice — much effectiveness is
of its
are combined to give you the ultimate
That is what counts. That's what
results.
lost! That's why your sales story de- makes Filmosouods first choice among
senes Filmosound presentation. the most successful business film users.
Precision-built by the makers of Bell & Howell Company, Chicago; New
Hollywood's professional motion pic- York; Hollywood; Washington, D. C;
ture equipment, Filmosound Projectors London. Established 190''.

the best line of products in their field. provide theater-quality sound and pic-
Ycu may have the best organized sales ture. Filmosound Projectors are famous Cartoon shorts IN COLOR, for
story. You may have spent hundreds of — not for one or two outstanding fea- "sweetening" commercial pro-
days and dollars in developing your tures — but for the outstanding maoaer grams, are available from B&H
Filmosound Librar>'.
business film. It may surround your in which many fine and exclusive features
product with enough drama to sell snow-
balls to the Eskimos. But unless you tell Only FILMOSOUND Projectors
Give You These New, Improved Features:
1 SAFE. LOCK SPROCKETS. Make film maintains the correct tension regardless of
threadinp easier, positively prevent in- the size of the reel and the amount of film
correct threading, and thus eliminate the on if.

last possibility of damaging film.

3• OSCILLATORY STABILIZER. Prevents
0SCII
2 CONSTANT-TENSION TAKE-UP. Elimi- those "sour" notes and distracting
nates take-up troubles at their source. changes in pitch that can readily ruin a
A simple device that always automatically good sales presentation.

Mail Go44fU>^ ^o^ """^ SAoat^HaMAAifi " a^ui

FILMOSOUND "COMMERCIAL"— Choice
of most business tilm users. Can be put
into operation in three minutes ... is
easily carried and most iniportaai
BF.I.I. & HOWELL COMPANY
. . .
IRtS Larchmont .\«enuc. Chicago. IIL
ol' all, provides theater-quality sound
' Send 36-paar, Illustrated bftoklet: Shownm
I

and picture that you muit have to do ahip. Today'a Formula tor S*ttif%n. and new clrci
justice to your stoo- lar. How ButtnCB* .t/ocira Tell attd Svll.
The Filmosound line of projectors \ I
Send detail* on Fllmoaound "Commercial."
includes a size and type tor cvcr>' need.
Tell us your needs. We
make the equip- Name Title
mcm to meet them.
( :om pa n >

PIICISION-MADE IT

BELL & HOWELL

 ^Ue WASHINGTON SCENE
By Arnold Kruckman Contrary to the general impre.s-
''""• '•'^^ '' "° '^<'<"-d'n'"''on- '" 'h^'
• WASHl.NGTo.N. u. t.-Five sound
films for visual education in the na- ''"", ''"'^- "^ l^''''"^'' P™'
""f""
^'^"v"'«* °'- d<'f<-n«e in the
tional defense Iraininfr of the stu- ^l'"^'"^
Government. Robert Collyer. in
dents taking the voralional courses
given hv li.e U. S. Office of Eduea-
"^^'"^ "^ ^^^ '"<'"°" I'"'"''''
*'"'-

tion are scheduled to he rcad\ ''°" "^ ''" P"^''''^'l> Division of the
in
May. These films, the first of a se- ^^'^^ of Production Management,
ries of M). will he used in the :W0 "c's as liaison man lo direct the

cities where 3.0(10.000 students are news film services to the events
being taught daily in three eight- and incidents that happen and are
hour shifts. The films are the first of scheduled to happen in the various
their kind ever produced for voca- parts of the Government machine,
tional training. They were planned Arch A. Mercey is active in film
by Floyd Brooker who as a member production for Lowell Mellett"s Of-
of the American Council of Educa- fice of Government Reports, a sub-
tion became an expert on the adap- division of the Executive Office.
tation of films in educational work. directly responsible to the Presi-
BOB HAWK enleil^im a Chatiin Auditornim Audience His work was immediately super- ,ient. Mr. Mercey has made
hejore a broadcast over the Mutual neluork vised in the U. S. Power for De-
of Educa- one
Office
B M • Ifnse. a reel
tion by Dr. C. F. BUSineSS 5016611 picture made in
Klinefelter,
.,,, ,,-
as-
,, NUMBER 4 • VOLUMES die
'.,,
Tennessee
'"""^ "
sistant to the U. Valley with the
S. Commissioner /^ / /j cooperation of
{^0*Ue*Ui.
Chosen... of Education. Dr.
John \^

baker. Dr. Stude-

. Stude- Training Defense Workers.. 11
p^^^.^^^ National Results... 14
^ ^ ^
.^^ ^ ^
sponsored bv the
National Defense
_^ ^

baker has been Advisory C o m-

R'-'ail Promotion 12
FOR IMPORTANT EVENTS intimately
ciated with
asso-
the \^1iat So Proudly \^e Hail.. 1.3
^;^^j^„
the great
„ ^^^^.^
power
work of develop- pji^^^ Review: P'^nt in the Val-
showings to boards ing the plans for '<"> ^nd demon-
For important press and trade previews, first ^^^^ Releases 15
ihe production of strates the use of
shows ^ , j
of direaors, sales conferences, dealers' conventions, style Shell Latest 26
these vocational s
^^^ power in
and announcements of new products and manufacturing pro- training films. Visual Displays 23 translating raw
cesses, large business organizations year after year choose the The Govern- materials into
Socony- Vacuum Exhibits.... 24
ment was pleas- commodities for
Chanin Auditorium. Cover scene by
antly surprised national defense.
The location is as distinaive as it is convenient — on the 50th by the interest of Underwood .and Underwood Another two reel

Grand Central t ii e producers. h'' Soundmasters. Inc. picture with

floor of the 56-story Chanin Building, opposite
Every bid came sound is called
Terminal at 42nd Street and Lexington Avenue.
from units abundantly capable of Tl A. Mr. Mercey is now working
High-speed express elevators, ample foyers and smoking rooms, producing fine jobs. The interest on a picture to show the actual man-
manifested encourages Mr. Brook- ufacture of textiles used in national
comfortable opera-type chairs and, above all, the dramatic view
er and Dr. Studebaker lo plan with defense operations. Similar pictures
over all New York mean comfort and enjoyment to all whom
more confidence for an expansion are programmed,
you invite. Large space adjourning the Auditorium is available of the whole field of visual educa- Men and Ships was produced by
for displays and refreshments. tion by means of sound pictures. the U. S. Maritime Commission in
It is believed the visual system may two reels. The music is based on
Stage facilities, lighting equipment, motion piaure and public be used widely over the greatly old sea chanties.
di- It is a picturiza-
address systems, dressing rooms and working space all are ar- verse courses of instruction offered tion of thedevelopment of our mod-
ranged for the utmost efficiency. in vocational training for national ern merchant marine service. Frank
defense as well as for other pur- M. Lee produced the picture. Carl
The Auditorium is in charge of a staff accustomed to rendering poses served by the U. S. Office of Pryer photographed it. and Basil
a painstaking service that meets the needs of even the most exaa- Education. Ruysdael was the narrator. The
ing and complicated events.
The whole adventure is marked Department of Agriculture, under
by a very thorough understanding the supervision of \'iayne Darrow.
Complete information concerning facilities, rates and available of the practical and technical prob- has made a two-reeler for use in

dates will be furnshed upon request. lems of picture producing as well schools and colleges, titled Plows.
as of pedagogy and of the needs Planes, and Peace. Another Deparl-
of the people who require the train- ment of Agriculture picture is the
ing and those who are in desperate five-reel drama called The Land.

CHANI N AUDITORIUM need of their services for the Indus-

trial work of national defense.
produced by Robert Flaherty, who
[Please turn lo Page 31 I

50th floor of the chanin BUILDING

122 EAST 42nd STREET NEW YORK • • •
• Uusine.<fs Screen Magazine, issued by Business Screen Magazines, Inc., 20 North
\Vacl<er Drive. Chicago, on
Robert Seymour, Jr.
March 30. 1941. Editor: O. H. Coelln. Jr.: Associate,
New York offices: Chanin Building. Phone Murray Hill 4-1054.
.Art Director: Dan Runyan. Western Editor: H. L. Mitchell. 24fifi Hill .street.
Huntington. Park. Calif. Acceptance under the .Act of June 5. ltt."J4. authorized
Feliruarv 20. 19:l:i. Issued 12 times annuail,v including 4 special numbers (not —
circulated in the business Held). Sultscription 52.00 for S numbers. Foreign: J3.50.
."iiic the copy. Entire contents Copyright. 1041. b,v Business Screen Magazines. Inc..
Trademark* Reg. I'. S. Patent Office.

w Ri'siNESS Screen
 •fgy SOtIMP Tiggg Published byCfiSMl FILMS Inc.

== THE SOUND TRACK appears as a means of keeping you informed about the use B==
=rv that various industries are making of motion pictures as produced and distributed y==
==B
I by Castle Filnns, Inc., now in the 26th year of such service to American business.
i B^= Every professional device neces-
sary
pictures
for the best sound motion
Is being
Caslle production crew on on ex-
used by this

terior localion for "Berwind ond

PROCTER & GAMBLE • PABST • NATIONAL ICE ASS'N • LILY MILLS You", from microphone boom, re*
flectors, sound and comero truck
down to script girl.

SELLING SOAP SCULPTURE! PRESENTING "ICE"

Procter &
Gamble, for the sixth consecutive To enable thousands of ice and ice refrigerator
year, is employing Castle Films for the produc- dealers attending the annual convention of the
tion and exhibition of still another motion picture National Ice Association to gain a preview of
dealing with the use of soap in sculpture. their forthcoming advertising campaign, Dona-

The new film, "Popular Sculpture", is being hue & new plans and
Coe, Inc., visualized their

shown throughout the United States and Canada. the purpose behind them by means of a sound
motion picture, partly in Kodachrome. Through
By the end of 1941, the total audience that will
the use of this medium, the advertising agency
have seen the films about soap sculpturing will
was able to take the association's large member-
be in excess of eight million. As a result of this Scene from the four-reel, parl-
ship "behind the scenes" in the development of cotor motion picture, ''Meat
and
activity, thousands of schools have adopted soap
sculpture as a regular part of the curriculum.
the many promotional elements that go to make Romance", which Castle Films Is
distributing for the Notionol Live-
up the current year's program. stock and Meot Board. Two and
* * * *
one-holf million women In home
Castle Films produced and exhibited the movie.
economic groups and women's
THE SHOW MUST GO ON! The film is being given wide supplemental use clubs will see it.

"An assignment Columbus or

for Christopher through sectional showings before groups con-
Admiral Byrd!" So reports R. E. Carson, a mo- nected with the ice industry and others interested
tion picture projectionist working out of Castle in ice refrigeration.
Films' San Francisco office. "The first trouble I

had was in finding Walkermine, Calif. Maps do

not show it. I it was a mining
thought that, since SEWING IN CLOSEUP
would know. They did,
project. General Electric A manufacturer of thread cannot go into every
and told me how to get there. I had to drive to woman's home, show her the way to design her
Reno, Nevada; turn left about 20 miles, back own dresses, and then how to sew in the making
into California, then to Milford where, at the of them. Lily Mills Company of Shelby, N. C, is
second bridge, I struck off on a trail through Scene from the sound motion pic-
doing the next best thing. ..doing it with a sound lure,"Sew Today the Modern
woods with warnings to look out for bear and deer. Castle film, "Sew Today the Modern Way", Way", produced and distributed
by Caslle Films for the Lily Mills
"At the end of this trail, I climbed into a tram which is being seen by millions of women and Company. It is being seen nation-
bucket that slides down a cable over a deep girls. This vast audience is particularly valuable ally by home-making groups in
schools and women's groups of
canyon . . . the only way the mine property can to the cotton manufacturer.
oil kinds.
be reached. So I found Walkermine, and the Kits containing thread and needles are distrib-
crowd of over 200 miners certainly enjoyed the uted at all showings. One of the world's leading
Pabst show. The result was the sale of over 1 .000
designers ofwomen's clothes speaks throughout
cases of Pabst beer since this showing." the movie, and demonstrates by closeup shots
To date. Castle Films' projectionists have made of expert seamstresses how sewing is done today.
more than 4,000 showings of the Pabst movie, The picture also carries its audience through a
"The Brand of a Champion". A second movie, modern mill where cotton is transformed into
"Help Yourself", was produced by Castle for strong thread. It is now in its second year of circu-
sales-training use among Pabst dealers. lation through Castle Films' distribution service.

Animation !s employed effectively

In the Coslle-produced molion

picture, "Weother by Carrier". It

isused to demonstrate basic prin-

ciples of refrigerotion, humidity
ond temperature control, puriflco-
tlon of orr and ill circulotion.
30 ROCKEFELLER PLAZA, NEW YORK • FIELD BUILDING, CHICAGO • RUSS BUILDING, SAN FRANCISCO
Pr*duc«rs, Distributors, Exhibitors of Buslnoss Motion Picturos

Number Four 1941 [5]

 IN PERFECT
AGREEMENT
EASTMAN negative films — each in its

special field — work in perfect agreement

with director and cameraman to capture

completely the beauty of every scene.

Eastman Kodak Company, Rochester, N. Y.

J. E. BRULATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLrS-X SUPER-XX
for general studio use when little light is available

BACKGROVND-X
for haekgrounds and general exterior work

EASTMAX NEGATIVE FILMS

[6] Business Screen
LEADING USERS OF INDUSTRIAL FILMS SELECT DA-LITE SCREENS

WHY THE HEINZ

"RECIPE" FOR PERFECT
PICTURES CALLS FOR
CHALLENGER SCREENS

1. Greoter Brilliance
YESTERDAY
As romparative

any other
tests will pro\e,
the Da-Lite Glass Beaded Screen
sui"face reflects more
white
light
surface
stays bright longer than any
than
ami
TODAY and
other screen fabric. The fabric
is specially selected for its light
reflective qualities and its capac-
ity to remain pliable. The tiny
irlass beads are uniformly super-
imposed on this superior fabric
TOMORROW
The UramaVic Motion Picture of tlie
rr

by Da-Lite's special process and

are guaranteed not to shatter off.
These features mean that your
pictures are brijrhter on the Da-
History of Food Preservation Since
Lite beaded surface not only
when the screen is new but long the Days of Napoleon
after it has been in continuouE^
hard service.

H-J-Heiiz CoMPiiv ^4ei

CHALLENGER
DMUE SCREENS
I Reg. U. S. Pat. Off.)

Protliieed in the Hal Roarh Studio at Hollywood

by \^ilding Picture Productions. Inc.. "Vesler-
day. Today and Tomorrow" portrays with au-
thentic detail an<l dramatic style the story of
food preservation over a period of 127 years.
2. Greater Convenience From the early experiments of Nicholas -4ppert
The ChalleRKer is the only shown above, through the discovery of the proc-
screen that can be adjusted in ess known as pasteurization by Louis Pasteur
height merely by releasing a
spring latch and raising the ex- shown at the left, up to the modern methods
tension rod. No separate ad-
justment of the case. No thumb
now used by the House of Heinz in packing its
^rews. No levers to get out famous .57 Varieties, the picture presents a rec-
of order. The screen, ca.-^e ord that is interesting to a wide variety of audi-
and trii>od are all in one anit
ready to set up or to fold com- ences.
i»«ctly for easy carrying.
The film is being systematically distributed to
the schools of the country because of its educa-
tional value. Through Heinz sales branches in
all leading cities, it is also being shown to clubs
and organizations of all kinds. It is being used
extensively in a soup sampling campaign.

3. Longer Service. In showing this film. Da-Lite (Challenger Screens

The handle mounting on the
Challenger Screen is tyi>ical of
the Dturdier construction of Da-
Lite equipment. The handle
bracket is not mounte<l on the
thin metal of the case but is on
a wide flange which encom-
pasBes the case as shown above.
The sqaare slotted center rod.
nn exclusive Da-Lite feature, as-
sures rigid support for the case.
A non-sag slat at the top of
the screen fabric keeps the sur.
face free from wrinkles. The«^
are details but they reflect the
greater value you receive in Da-
Lite Screens.
are being use<l on a large scale to assure per-
fect projection. Da-Lite"s long experience in
making projection screens is ample assurance
of the right light reflective characteristics for
sharp, brilliant pictures.
The Challenger is only one of many styles in
the Da-Lite line a line fanu>us for quality for
The H. J. Heinz Company finds the .iJ" x TJ" Challenger a i>opular
(tize with it- .-iale-i branches. Challengers are available in twelvt-
32 years. .\sk your producer about Da-Lite
sizes,
slides
including »<iuaro sizes for showing double frame 2" x 2"
or alidefilms. Challenger Screens can be easily carried and
equipment. He will pridiably advise you to
quickly set up anywhere. The Challenger is fully described in Da- follow the example of H.
J. Heinz ('ompany anil
Lite's 48 Page SCREEN DATA BOOK. Here you will find also full
details on Da-Lite box type sc reen s and hanging screens, including
hundreds of other users of industrial films who
the electrically ojierated ELECTROL for i>ermanent Installations have chosen Da-Lite Screens for brighter,
in auditoriums or larire clattsrooms. Ask fur your free copy of this
book. Address Dept. 4B. clearer showings of their pictures.

THE DA-LITE SCREEN COMPANY. INC.

27Z3 NORTH CRAWFORD AVENUE CHICAGO, ILLINOIS

Number Foi-r l')tl

[7]
 ,^«"»°^ —

• • 4
,,, to '"^atS'"*

!£fcO'^ eeti«^* r tn»t ^ ..^^qo'.'.^* .. fron

. . . The American Lea^i- lui^ priMluccd nu fui'*\ .>a>h 4x*m*

FoiiKOoa. And 'Lew' has made |>*ifliireM for ei{^ht jears,

Chicago Film prodiicets the \ws\ picture in eight veur»>!

It takes crack cameramen Milh a »hole battery uf eanierat^ to

get the action and put the thrill of bar^eball into a four-

reel feature picture. Shown to milliuuH in leading theatres

of the country!

m NATIONAL Retailers Mutual

Insurance company

CHICAGO
January 3D, 1541

t i Kxs. A. G. DianlBp, President

ChiCBpo Film Laboratory, Inc.
le Heat Helton Place
Chicago, Illlaols

Dear Vra. Dunlapt-

, . . / /tare ever heard**, U what the Chief Engineer of a
"
A WORD TO THE fflSS "

leading motion picture projector muiiufacturer told T. L. T em sore you will be happy to kno* tnat our fir* oreventlon
film, "A Word To The Wise", produced br your organlratlon, has
been an outstanding success.
Osborne when he saw '^A WOKI) TO THE V^ ISE'\ Since the film was released on SepCetnber 4, 1940, It has been
shown to more than E5,000 persons, each showing belm; under Che
direct sponsorship of one of our aeents or branch ofrices. The
Katlonal Fire Protection Association has enthusiastically
Seven timo>i —a nev* **av !<» start a fire was staged in our approved the film. In addition, we have accumulated a file of
letters r^.:^m those who believe this to be the best fire preven-
tion motion picture In the field today. These letters are from
Individuals who are well qualified to maKe such statements.
i^ound btudios. From the faint sptilter of a match to the
One of the largest manufacturers of 16m,-n sound projection equlp-
rrent is anjtious to purchase a large nuaibsr of orints,
to use In
roar of a raging inferno —every sound reproduced clean, deD-,onstratlni.- their oqulpirent.'"Thelr chief engineer
states
that the sound on "A *ord To The Wise" Is the best he has over
heard, and he Is anxious that their salesmen use our nim to
crystal-clear. Equipment for theater ifuality productions rate the sound quality of their projectors. Whether or
we will allow them to purchase these prints has not yet
decided.
makes tltetie results posbible! We believe your organization did an outstanding piece of work
in produclnc this film for us. Accordingly, we have referred
several other companies to you, and we will continue to do so.
Your cooperation throughout all phases of this production
been thoroughly appreciated.

F.S
l^C.
,y^^ VACl ORll^*
V*'
AttVAV
i3snBD
1,941-
truarV

OHIO'S"'
''^t WhdU.
. . . An outstanding achioenienl in the promotion of Unitized Wall-
paper'^. That's how J. M. Bright of the Unitetl Wallpaper Factories,
Inc. (Chicago) feels about '^ASK THE UAJV WHO HANGS
IT.'' A fifteen • minute fully dramatized talking motion
picture — written, edited and pro<luced in (fixteeii days!

It take^ ei|uipnieiit. fvperience. and personnel t»» do that.

Writers willi )S4Mind adM*rli^ing and selling experience,

directors >villi stage, radio and screen contact)i» who can
-;::...-»•-•:" produce and ^handle*" top
i5«" men who
talent, production and camera-
quickly grasp the es!»entials of vour bu»:ine6S.

hx one year^ Chicago Film has produced pictures to sell shoes, manure spreaders, baked
ham, refrigerators, glass-packed foods, insurance, yeast, tcatches, kitchen stoves . . . and
supplementary picUires to train people to sell this merchandise. Chicago F%lm can help YOV.

CHICAGO FILM LABORATORY, INC

MOTION PICTURES SLIDE FILMS
10 AND GENERAL OFFICE 18 W. WALTON PLACE • WHITEHALL 6971
 I N M

"If e are the must group-minded nation in the will meet to talk over local and national prob-
world. In thousands of louns and hamlets lems, to join in the good fellowship which is
from coast to coast tonight. .Americans of the I'fisenee of our democracy. Film pro-
influence in the affairs of their communities grams are in demand hy these groups.

VOLUME • THREE NUMBER • FOUR

9 A NEW AND DYNAMIC ERA has tinuous production of specialized ment in sound and photography Since then .Mr. DeVry and his

begun ill the field of visual educa- instructional subjects be created. which this production typifies. associates have developed and man-
tion. Not only is this evident in To that worthwhile goal we have ufactured many innovations in the
the new responsibilities thrust upon dedicated our personal efforts on
We Pouse in Tribute
visual field. Yet he found time for
the schools of the nation by the de- behalf of visual education. Thousands of his friends unselfish devotion to the cause of
fense program and present efforts throughout commercial and
our visual education and made many
to co-ordinate vocational training A Real Production Achievement educational film world as well as useful contributions to its wel-
but in the actual physical sense, the * In Chicago's lu.xurious Civic in the entertainment picture indus- fare through such organizations as
field has enlarged tremendously Opera House on March 31 and trv. were saddened by the new.s of the DeForest Training School. De-
within the past two years. Educa- April 1. capacity audiences thronged the passing last month of Herman \ ry Films, (for the production of
tors have asked us to aid in the the premiere performances of The A. DeVrv. president and founder of visual and the De\'ry
materials!
definition of the industrial-educa- Eternal Gift, ten reel sound motion the De\'ry ("orporalion. Foundation. His creed and epitaph
tional problems and efforts are be- picture presentation sponsored bv No word of are on the bronze tablet which greets
ing made in that direction. the Servite Fathers, a Catholic re- ^^^|^HH||^H tribute the visitor to the DeVry factories

TAe N. E. A. ConvenHon ligious order. Because the produc- ^^^^^^^^^^H could do "This Institution is Dedicated to
tion of this wholly clerical subject ^^^^B^ ^^H tice to a the .Advancement of Visual Educa-
At the invitation of the \ isual was entrusted to a well-known mem- ^^li^^^H so tion.
'

Instruction Department of the IVa-

ber of our industrial film com- ^^^^H ^ ^^t nccomplish- The crowning achievements of his
tional Education .Association we ment
munity we take this opportunity to ^^^^^^ ^^^^ inventive career came just prior to
journeyed to .Atlantic City in Feb- note the enthusiastic columns of ^^^Hm^'^^^H ventive liis sudden demise. A new and
ruary to contribute our bit to a dis- praise heaped upon it by the critics revolutionary 16 mm. sound pro-
cussion of the subject of commer- of all Chicago dailies. ^^^^^ft ^^^1 visual jector model as well as a vastly im-
cial films offered to the schools. Filmed under the most diHicull ^^^^^B^^^^H tion proved 35 mm. theatre sound pro-
Under the able guidance of Paul circumstances in a Chicago ca- ^^^^^^^^^H motion jector soon to be announced by the
Reed and discussion chairman Ed-
gar Dale, the panel in which we ap-
thedral, the picture presents in ^^^^^^^^^^1 tures. Corporation, were Mr. DeVry's
beautiful simplicity religious cere- ^^^^^^^^^I^^^l ing terminated latest interests.
peared found industrial film prod- monies which may now be brought _ an entire pio-
Herman ,
A. ,,
DeVry v^ For many years Mr. DeVry's
uct in widespread use and majority 1876-1941 neer era which
to millions of devout Catholics sons. Edward B. and William C. De-
opinion indicated that a great deal began twenty-eight years ago with
throughout .America. Our personal Vry. have been associated with their
of the material was serving basic and sincere commendation his first invention, a portable mo-
to Chi- famed father in the active work of
and useful purposes. To improve cago Film Laboratory and able tion picture projector which could
its
management and development in
standards, the responsibilties of the
technicians for the technical achieve- be carried in a suitcase.
the Corporation and to them and
educator himself were cited and it

to the large and able staff of en-

was pointed out that selection and
gineers and craftsmen is entrusted
application of these materials re-

mains with visual departments and the responsibility of carrying on a

the individual teacher. NEW MARKETS REACHED WITH FILMS tradition of research and develop-
Our thought in the matter was Shifts in industrial populations and the rapid growth of new ment which has served both indus-
to the effect that present-day prob- areas of industrialproduction activity as a result of the defense Irv and education to their benefit.

lems, more than ever before. calle<l program have created sales and advertising problems. particularK
Coming attractions:
for an understanding of industrial in consumer goods lines. .\ sharp increase in retail indexes lor

processes: that in the mass produc- such centers as Philadelphia, ('hicago. Detroit, etc.. may be ex- The forthcoming Lssue Five of
tion lines of Detroit, .\kron. Pitts- pected and already indicated but there are additional situation-
is lusiNESS SCREEN will contain sev-
burgh and similar American indus- created by the location of new [ilants for defense production in eral important features, notably:

trial centers lies the present hope such areas as (^harlcstown. Indiana, and Vi ilmington. Illinois. soLND SLIDEKILMS oi' lOWlH. sur-
of preserving our democratic way The increase in local activity experienced as a result of train- vey of the medium, its trends and
of life; that here were being re- ing camp construction is still another factor and a final problem co-ordination with sales training
produced in reality documentary arises as a result of concentrations of migratory workers in many and sales promotion: THE bisiness
••subjects of greater educational im- additional areas affected by similar activities. .All of these situa- iiF THE CHIRCH. a review of the use
portance than almost any other tions offer singular opportunities to sponsors familiar with the
of films by church and other reli-
phase of the curriculum. adaptability of film distribution. gious organizations: color in the
One final observation: Increase the .Sponsored programs are expressly forbidden in service areas
FILM, a summary of new processes
number of available subjects of bv regulation but tbi'atres and other meeting balls fand even open-
and methods.
genuine educational interest. |)ub- air showings can be booked and will meet a definite place in the
I

The section devoted lo visiAi.

licize these to schools throuuhoul entertainment interest of the workers and their families as well as
DISPLAYS, featuring new and novel
the country so that they may ap service men. Screen advertisin;: offers distinct possibilities with
uses of visual media in store, ex-
predate the benefits of visual ai(N a wide choice of theatres already available in practically every
industrial market area. Competition with other media is negligible. hibitand convention displays: film
and their comparatively economical
many news angles on
cost — and the number of projector Mul the importance of this new marketing opportunity shcndil not review, with

units will be increased. Through lie undi-r-eslimaleil. particularly in li^lil of new buying habil- motion pictures and slidefilnis now
bein;; formed anil the trenniirlous nundier of wage earners aflecti'd ill use are other "reasons \\h\
such a broad increase in projection
equipment IN REGII.AR ISE will in proportion lo our buyirif; population. vou'II want to put us at the top

a self-supporting base for the con- i.f preferred readini; list ill Max.

Ni MHEIl I'm K • I'Ml [9]

 YOUR SALESMEN

Most Portable Easiest Operation

*
Greatest Film Protection

^
"* * ^°" ^'" ^'" ^^^ thanks of your sales-
iVr
ih-': men — and orders from your custom-
ers by selecting the New Victor 41
Animatophone for your sales work.
Every salesman will delight in its easy portability and
dependable, easy operation —
its picture clarity of
your splendid products and ingenious manufacturing
processes —its true sound reproduction of your sales

manager's voice. See Victor's remarkable demonstra-

tions. Write for details today.

i
^ ^ ^ ^.
MATOGRAPH CORPORATION, Davenport, Iowa
Disfribufors throughout the World
 • America's mechan- sible replacement and maintenance Here are some typical jobs laid out w rong way methods, suggested safe-
ized battalions, whether of complex equipment which may for films to do which indicate the guards and general rules.
in the field in the be entrusted to former grocery depth of the medium's possibilities: 5. Improving employee relations
khaki-brown of Uncle clerks or office workers by the ne- 1. Training ground-school pupils and general knowledge by showing
Sam's army or behind cessities of the training program. in basic airplane principles: aero- airplane factory workers the com-
the lathes and presses dynamic*, meteorology, mechanics, pany's motion picture programs.
of the manufacturing lines, are fac-
A Two Fold RESPONSiBiLtTV
navigation, etc.. by means of slide- 6. Teaching truck and other mech-
ing new challenges of increased Many of the government depart-
films. anized equipment maintenance crews
production, technological skill and ments, notably the .\rmy. the Navy.
Interior. Education, and .\griculturc
2. Showing army recruits how gasoline engine principles, other
precision requirements never before
to operate tractors with instruc- automotive engineering subjects
laid down in the history of modern have already stepped into the breach
tionalsound motion pictures show- with slidefilm kits.
industry. with training materials either in
ing mechanical working
detailed
production or "'on order" to help Films Get There Faster
Before the ultimate goal of as- equipment.
meet these and a multitude of sim-
sembling and operating the tremen- "Learning by doing" is still the
ilar problems of coordination and 3. Teaching apprentices and
dous quantities of defense materials cardinal principle of industrial
training. Business can and is utiliz- former employees the operation of
shall ever be achieved, both labor training, many weeks before
but
ing its familiar know ledge of visual turret lathes with motion pictures
and management must meet these either theequipment or the men are
training methods through the me- in sound and color.
challenges with more than goodwill ready for action, can be profitably
dium of motion pictures 4. Maintaining good plant safety
and slide-
and comprehension, they must bring spent in classroom procedures. The
films for thehundreds of varied as- records, despite speedup, through
into their ranks untold thousands of shortage of available instructors for
signments now presented by swiftly- intensive use of sound and silent
unskilled or previously idle work- such apprentice schooling and the
rising gauge of production demand. slidefilm materials on right and
ers. Great though the task of "get- expense of damaged equipment
ling along on the job" may be. the needed on the production line are
difficulties of stepping-up new pro- other important factors which dic-
duction and operating new plant Breaking Bottlenecks in Machine Tools tate the need for modern instruc-
facilities have yet to be faced. tional methods.
• Inoistrv's SPF.ED-i p under the color job meant hours ot experi-
Such motion picture or slidefilm
Hi NDREDS OF NeW PuNTS Bl ILDrNC national defense program has re- mental work for members of the
programs do require skillful prepa-
In the nation's new focal points vealed a critical shortage of trained production crew. .\ sample metal
ration by experts familiar with
of production of defen.^e materials industrial workers. Gisholt Ma- sheet, for example, was painted the
the technique of film training meth-
new plants are being built for the chine Company of Madison. Wis.. same shade of gray which the
ods but their cost is not at all pro-
task at hand. In Chicago, alone, recognizing manufacturers' need Gisholt company uses on its
hibitive. Savings realized in the
two new and huge airplane engine for men who know how to operate machines. Hundreds of feet of
first weeks of their use and the gain
factories must put thousands of machine tools, is sponsoring a Kodachrome were shot of this
in the rate of production will amply
skilled and serai-skilled workers on series of sound and color motion sheet against more than ten dif-
repay their comparatively nominal
the job. From Bridgeport. Connec- pictures designed to aid in training ferently colored backgrounds in
cost. Sets, music, acting talent and
ticut to Tacoma. X? ashington sim- workers to operate turret lathes. order to determine the best to be
entertaining dialogue which are
ilar layouts are springing up and Production of the first film of used on location.
required consumer audiences
for
with them new problems of safet\ the series has begun in a special A light green was selected after
are here replaced by the realism
and production training. \X hat is studio built at the Gisholt plant. ihc test shots had been studied and of whirling machinery. The un-
industry doing to make up for the .Additional Kodachrome films in Hals were prepared for use as back-
malchable clarity of these visual
precious years lost when apprentice the series also will be made at the grounds for the six locations in the
demonstrations of the most complex
training was suspended in the earK Gisholt plant studio. In addition to |]lant itself where turret lathes,
processes of production and opera-
years of depression? producing the films. Burton automatic screw machines, grind- tion stands ready to help industry
.\nd what of the other half of Holmes Films. Inc.. will distribute
ers, planers and specially designed and government meet any chal-
our defense army actually in the them for Gisholt. machine tools were photographed. lenge of our democratic way of
services and just now realizing that Selecting sound motion
medium
pictures The same color was used on the set life. —O. H. C.
1941 War is waged with Diesels and as the best of training which was constructed in a special
rolling wheels instead of drums and machinists, the Gisholt Machine studio in another portion of the
martial music? Manufacturers sup- Company also chose color to gain
plant.
plying these mechanized units have the be.'^t combination for audio A typical scene
Many of the machines had to be from the Gisholt
just begun to realize the responsi- visual education. To meet the Machine C o m-
pany's color mo<
photographed in the plant itself be-
bility thrust upon them for not only special lighting requirements for tion pictures

Kodachrome the pro-

cause they were too heavy to move
the original construction but pos- the series,
ducer designed and built special into the special studio. Others were
lighting eipiipment to be used in lied upheavy production
with
(Above) Scene in the Burbank, Cal.,
Lockheed plant from the company's mo- the Gisholt studio and in the plant. schedules and could not be spared
lion picture "Look to Lockheed for
Leadership." Preparations for shooting the ( I'lea.sf turn to Cnl. 1 . next pa fir I

Number Fot r 1911

r.
 .

from places on tloor or

tlifir
llieir

jobs in the plant.

llie
RETAIL STORE
The series of films is aimed at

solving a
of course,
double problem.
is the training of turret
First, PROMOTION
lathe operators. Second is the need # A tholsa.nd teen-age girls were
for a long range promotional pro- the guestsof L. Bamberger &
gram which would good will
create (Company, a Newark department
at and help meet
the present time store, at a Saturday afternoon Sun-

the business lag which industrialists kist valentine party last month. The

believe may follow the rush of girls were all members of the
national defense orders. Ladies' Home Journal Sub-Deb
Federated Clubs of Northern New
Operators H.\rd to Get
Jersey. Pretty Mi.ss Jean Chrystie
Operators for machine tools have of the stores staff, and known as
become more and more difficult to
Miss Sub-Deb. was hostess and mis-
find as the national defense pro- tress of ceremonies. Therein lies a
gram has gained momentum. The story of a new kind of film promo-
aviation industry, for example, in lion that is worth consideration.
both the manufacture of airplanes
has par- Films Open Program
and of aircraft engines,
ticular need for turret lathe opera-
The Bamberger program opened
The National Defense Ad- with a showing of Citrus on Parade.
tors.
DEPARTMENT STORE PROMOTION ihe new edition of the sound mo-
visory Commission already has SOMETHING NEW IN was
staged at
Bamberger's by Castle when a thousand youngsters attended a recent Sunkist party. tion picture produced by Castle
recognized the shortage of machin-
Films. Inc., for the California
ists and has begun training pro-

grams for industrial workers both Fruit Growers Exchange. The

parade of fruit desserts and salad
within and outside industry. Vari-
ous manufacturers
schools, both with
Government
and
and
assistance, have
private
without
opened
SOLID SELLING h MOHAWK MILLS delicacies all in their natural colors
shown in the picture,
taneous response from the audience.
brought spon-

classes for men needed to fill the • Undoubtedly, the retail floor touched a sore spot. Many retailers .\mong the special guests at the
demand for trained industrial covering field is one of the toughest who sell a quality carpet at a fair party were five young men from

workers. These classes have in- jobs to master from the standpoint price are beset by "that fellow Princeton. Rutgers and other nearby

cluded men without previous ex- of the man on the floor. The many down the street" who features universities. Following the picture
perience as machine tool or indus- factors which go into a successful mediocre carpets at "super sav- each of the boys, with a tall chefs

trial workers, men

with some carpet sale, such as the wide diver- ings." Bill Aldrich doesn't know cap on his head, paired off with
experience and now taking re- sity of size and color, the relatively what to do to "compete with that five sub-debs from the audience and

fresher and men with a

courses high cost of the merchandise, the guy" except a shipment of "wows" demonstrated their skill at salad

sound background of basic en- permanence of the carpet, once at "sensational bargains." and dessert making. The rules of
periodic style changes, But enter Bob Davis, represent- the contest required their making
gineering training who need spe- sold, the

cialized training. and the wide divergence of quality ing one of Mohawk's distributors. something original. The winning
all combine to constitute a chal- Davis, after some trouble getting salad consisted of an orange cup
Have a Twofold Task lenge to the intelligence and ability Mr. Aldrich. with cottage cheese, avocado balls.
in to see the distraught
The Gisholt films are designed to of the floor covering salesman. Per- finally manages to have a talk with bing cherries, diced pineapple and
aid these classes in training both haps that is why the carpet, rug. him. He tells Aldrich. frankly, sliced oranges and was christened
the new recruit to the ranks of in- and linoleum companies have done that . . . "The Johnson Store can't "•ril Never Smile .Again." The
dustrial labor and the man whose such a splendid job in bringing to afford to ruin its reputation by judges were Miss Edna Teall. Food
skill has been by disuse
dulled the salesmen of their retailers the screaming fire every month in the Editor. Newark Evening News. Miss
The first film of the series, which best .selling methods, by concrete year." He tells him that times have Marion Roberts of Bamberger's
has the working title Turret Lathes example. Few other fields have changed ." even the fundamen-
. . and Mrs. Gertrude Hayden of
— Their Operation and Place in In- provided such fine sales pictures as tals have changed. The successful Macy's Home Center. The sub-
dustry, defines the field oj indus- the carpet industry. Latest of these salesman today has to know much debs offered plenty of advice and
trial application of the turret lathe, is Caravel's These Changing Times. more than he used to about color filled the air with cheers and jeers

one of the most important and for Mohawk Carpet Mills. schemes period decoration
. . . . . . and lots of giggles. Each of the
widely used of machine tools. The These Changing Times
opens the correct carpet or rug to go with contestants was presented with a
various parts of the machine are in the office of Bill Aldrich. Buyer a given type of furniture . . . even large attractively packed basket of
identified and its operation is dem- for the Johnson Store: Aldrich is the proper wall coverings, up- California citrus fruits.
onstrated and explained as a typi- bemoaning the fact that his com- holstery, fabrics, and draperies."
stealing his
Goes to Other Stores
cal job is turned out. Additional petitor. Smithers. is
Aldrich seems interested but not
away bv price cutting This program will be repeated ,

films in the series will cover vari- business entirely convinced. Davis goes on
." 25'/r—^0'/r—-iS% off in other department stores from
ous types of work done on the tur- . . . . .
to describe typical sales (flash-
How can we compete coast to coast that play host to
ret lathe, how the lathe is set up Rug Riot . . .
backs), and good, to
both bad.
these groups.
for various operations and details with guv like that" Jim Hart-
a illustrate his points and finally
Several leading department stores
of the lathe's operation on special ridge, salesman for the Clayton wins the buyer over. As we leave.
Carpet Co. is tellins him that he have already shown Citrus on
tvpes of work. Aldrich is enthusiastically planning
has just the ticket for that. Parade to their customers, and in a
Sound films were selected as the . . .

to modernize his store.

"Blue Eagles priced at rock number of places it was projected
teaching media because of their . . .

Caravel have gone a long and in house furnishings depart-

the
double-barrelled impact on both bottom and exclusiie." Aldrich
. . .

time-tested way with sales pictures ment, where many of the beautiful
eve and ear. enabling the trainee to savs that he can't afford to load up
on any more "dogs." hut finally
of this type. good many fas was A settings in the picture tied in with
get a quicker grasp of the subject.
this) have been written by Burn- articles on sale in house furnish-
Kodachrome was chosen because agrees to think it over. Hartridge
warns "Use these numbers to ham MacLeary of the Caravel staff, ings departments. Two of the well-
the use of color showed operations . . .

drag 'em Smithers gets 'em and his solid salesmanship has been known stores where itwas most re-
being demonstrated more clearly in: if
an outstanding reason for their cently shown are J. L. Hudson's in
than black and while and more he'l! just murder you."
At this point the picture has success on the firing line. Detroit and Hulzler's in Baltimore.
authenticity.

Business Screen
[12]

I
ii\ ??

C One of llie recent commercial an innate bargaining shrewdness

ii-lea^e:? arousing fa\orabie coni- thai enables her to get the greatest
inent is a new Soundniastcrs pro- values for her limited purchasing
iluction. If'hat So t'roudly If e power. Edith Case has developed a
Ihiil. Produced for General system of household economics
Motors the film is based upon the that should be of interest to the
Lilly career of one of the families uomen of America, and particularly
m| the popular series. Hon- America to the wives of workers in the aver-
Lives, currently in the Ladies Home age income bracket. If hul So
Journal. Proudly If e Hail covers this phase
It is the realistic story of a typi- of the Case family'sscheme of liv-
cal American family. Stanley Case, ing and shows how and for what
his wife, Edith,and their two chil- the weekly pay check is disbursed.
dren, Beverly Jane and Dean, aged
A Memorxbi.e Performance
five and a half and four, respec-
Perhaps the most interesting fea-
tively. Adhering closely to the Norman Cloutier, conductor, (left) and Tom Bennett
facts as reported in the
ture of this timely film is the fact NBC staff composer, talk over an arrangement problem
actual
magazine article, the Screen treat-
that the family was played by
ment portrays the life of Stanley themselves. \^ ith absolutely no pre- • The music for /T /(«/ So Proudly Broadcasting Company, to compose
vious experience in acting, they If e Hailso unusually good that in
is an original score. Bennett's job on
Case and his little family, recaptur-
telling some of the have brought to the screen a per- discussing it. it might be well to con- this filmwas to expressively under-
ing in the
earlier joys and sorrows, their pres- formance moving in its simplicity sider in general the subject of back- line each mood, to make the audi-
ent humble existence, and their and naturalness. Unlike Hollywood, ground music in films. Usually, we ence feel the joys and little prob-

the story of a real Ameri-

in the audience are not conscious of lems of the Stanley Cases. You
hopes for their future. this is

can family, of a real Mr. and Mrs.

this music as long as direct action might say that If hat So Prouitly
They're Real People is taking place on the screen. You if eHail without the music was a
John Doe who symbolize the true
Stanley Case and his wife and might notice this in Walt Disney's piece of beautiful prose with no
children are the folks next door. spirit of democracy so sorely
Fantasia, where, even with a new punctuation. The purpose of the
They are as typically American as needed in these critical times.
and specialized audio approach, the music was to punctuate this little
If hat So Proudly B"? Hail has
apple pie. Friendly, human, neigh- visual subject still manages to com- story so that would be more dra-
it
borly. He works as a tool inspec- been made in two versions, a one
mand the senses most of the time. matic in the telling. As many audi-
tor in the Cadillac plant in Detroit reel theatrical and a two-reeler for
Occasionally, the sound track steps ences, including the John Critics
and averages about $1,600 a year non-theatrical release. It was writ-
right out and really commands at- and George Spelvins. have noted,
in wages. He lives in a small rented ten and directed by Owen Murphy
tention. This has been noticeably the composer has done a fine job.
house in Dearborn, paying $35.00 under the personal supervision of true in Pare Lorentzs films. The Of course there were many prob-
a month, but has saved enough to Harold Wondsel. production head City. The River, and Fi^ht For Life. lems to be met. This picture was
manage the down payment on a of Soundmasters. and formerly In the latter. Louis Gruenberg's fine made in two versions, one reel and
-mall but very attractive home he Editor-in-Chief of Pathe News. music so poignantly characterizes two reel, but the track had to be
!- building with the aid of the They have brought to the screen an a childbirth that no other method recorded in one session. That
ileralHousing .Administration. amazingly adept performance by of portrayal would have been
I •
meant that the musical continuity
His wife. Edith, carefully man- the Stanley Cases, an unusual ex- nearly as effective. for the short version had to be
.iL'cs their budget for living. From ception to the rule that "'nothing
carefully planned so as not to end
Instead of using a "hunk of
the practical experience of having can be substituted for competent one side of the "cuts" unharmon-
" \^ agner "
for the opening scene and
just so much to get along with and professional actors iously to the other sides. Then as
other stock tracks for the rest of
the film. The sponsor commis- the shooting progressed on the
(Below) Edith and Stanley Case are heroine and hero in this typical story of a sioned Tom Bennett, staff composer picture original estimates of foot-
worker and his family, but it is their two children Beverly Jane and Dean, aged
and arranger for the National age had to be changed, which
five and a half and four, respectively, who steal the hearts of their audiences.
necessitated a change in the score,
often at the last minute. On the
dav of recording an original sound
track the real problems have to be
solved. The track was scheduled to
be recorded in three hours, includ-
ing rehearsal. .Norman Cloutier.
wellknown as an N.B.C. conductor,
and now engaged in special musi-
cal work for N.B.C.'s Radio Re-
cording Division, conducted the
orchestra. Upon the conductor falls
the problem of drilling the orches-
tra in a new score which they have
never seen, and of hitting each cue
on the nose.
Tom Bennett and Norman Clou-
tier have collaborated before on
film music. They produced the
track for the 1940 version of the
Petroleum picture at the World's
Fair. They also recorded the Ford
Ballet at the Fair. — R. S.

Number Folr I'JU [13]

 ;

• Thk stokv of The Middleloii school had equipment

projection
Family at the New York World's of its own
whether it was
or
Fair can now be told; in fact, it is necessary for the sponsor to sup-
told very conclusively an in-
in ply it. Of the 2,679 schools and
formative
Modern
series of
Talking Picture Service.
charts which
A PROVEN colleges which had shown the pic-
ture by the end of 1940, 877 pro-
Inc.. has prepared for the film's vided their own equipment, while
sponsor, the Vi

and Manufacturing Company, and

estinghouse Electric
CASE OF projection service was provided to
1.802 high schools and colleges
for the advertising agency. Fuller which did not have projection
& Smith & Ross. \^"hile'the fact equipment. The showing of films
audience of ap-
that a record total NATIONAL in

ment
schools with
continuing
their own
through
equip-
the
proximately 5.000.000 people had is

been reached h\ the end of 1940 present school year. The color
is one of its most interesting con-
clusions, the close analysis of the
DISTRIBUTION charts give average audience
and composition for each of these
size

methods and the channels of dis- cases.

tribution involved is much more in-

Will Show to Seven Million
terestingand revealing to the user
of the commercial film medium. To summarize the distribution
This constitutes one of the few completed by December 31, 1940,
well-authenticated, well-document- showing. The color charts which tre showings, the second channel 2,500 theatre showings produced an

ed cases of industrial motion pic- are available break this average of distribution, club showings, wa.' audience of 2.250.000 people, 8,-
audience down into men, women, 5.58 non-theatrical club showings
ture distributionwhere the actual set into These club show-
motion.
results obtained can be carefully boys and girls. This average of ings were first broken down into produced an audience of 1,156,280.
weighed and measured and turned 900 persons for each theatre six classifications, and each classi- and 2,679 school and college show-
over and examined from any angle. showing is low, for good the- fication was then broken down by ings produced an audience of
atrical distribution, and is mis- area, as showings of the picture 1,510,603, or a total audience of
Theatres Are First Cha.nnel leading unless the purpose of the 4,916,883 persons from 13,737
were conducted in 86 areas through-
The first channel used in the dis- theatrical bookings in the entire out the country. The classications showings of the picture.
tribution of The Middlelon Family circulation plan is understood. were The most useful parts of this

was theatrical booking. The entire The 600 theatres where the special research are the facts it reveals con-
Church Groups 3.069 Showings
fifty-five minute film was booked as dealer's cooperative program was Parent Teachers cerning the cost of these showings.
a feature picture in 2.500 theatres put on were for the most part in .\ss'ns 1,366 Showings Substantially 5.000,000 persons saw
selected as to area to fit properly larger cities, but were neighbor- Men's Lodges 954 Showings the full 55-minute technicolor Mid-
into the overall pattern of the pic- hood houses, some large and some Women's Lodges. dleton Family picture at an all-
712 Showings
...

ture's ultimate distribution. 600 small, selected for their location American Legions.. 668 Showings inclusive cost per person of .0830
of these locations were especially in the effective selling area of Miscellaneous for production, print and distribu-
selected for cooperation with deal- the dealer's store. The other 1900 tion cost. Projecting these figures
Groups 1,789 Showings
ers whose were above
sales records theatres were mostly small houses to the completion of the program
The number of showings in each
a certain minimum. In these 600 in remote locations and generally classification are those completed early in 1941. shows that 7,000.000
theatres, a special promotion was were in areas supplementary to the by December 31, 1940. |)ersons will have seen "The Mid-
arranged by Modern which tied to- more elTective club show coverage. dleton Family" at a cost for the full
These club audiences were
gether a cooperative effort of the shows of .0662 per person for pro-
Only One of Steps in Plan chosen because of their influence of
theatre, the dealer, the Westing- duction, print and distribution cost.
their members in community
house jobber and the \^ estinghouse Thus these theatre distribution These 7.000.000 persons will have
thought and action. In handling
factory. A refrigerator was given figures in the case of The Middle-
these showings, the film distributor
given their full and undivided at-
away as a door prize, and wide ton Family cannot be taken as a tention (an exclusive feature of the
made bookings and provided
the
handbill and newspaper advertis- typical example of straight the- film medium I for a total of 386,-
the projection equipment, operator
ing was done. atrical distribution, but should be 375.000 person-minutes of atten-
and screen, so that the film and
The showings of the picture in considered as one of the steps in a tion. The price per minute of at-
projection service were brought to
the 2. .500 theatres reached a total well-worked-out plan to give maxi- tention per person tvill be less than
the audiences as the exclusive cour-
audience of 2.250.000. an average mum overall results.
tesy of Westinghouse. Two divi-
8.0012.
of 900 persons for each theatre Immediatelv following the thea-
sions of the local Westinghouse A Comparison of Values
branch office were notified in ad- would be most worthwhile to
It
vance of each showing. The en- (ompare this proven figure of
thusiasm and favorable reports of attention for a sight and sound sell- H
the Westinghouse dealers after the ing message uninterrupted and un-
program got under way caused the shared by any other product or en-
order for club shows to be doubled tertainment while at work against
in mid-stream. Again color charts the costs of radio fand possible
give average audience size and distractions I or the national maga-
breakdown into men. women, boys zine advertisement (competing
and girls for each classification. against many others, against out-

side and without any

distractions
Schools Also Included
guarantee of even being seenK hut
rhe use of school showings as apparently the film medium is the
third channel of circulation for
llie only one where these figures can he
The Middleton Family was desir- obtained for the comparison. \^hile
able because of the useful educa- the film medium is generally ac-
tional content of the picture. .411 cepted as being non-competitive
.school showings were confined to and frequently lifting advertisinn
high and college groups
school and promotion into new fields, il
and were divided into two classifi- would be interesting to make ihi^

i-ations dependent on whether the comparison.

Business Scrkkn
 t1

'ithr

V' *'*'

^Z\ THE EVENTFUL AMERICAN SCENE IS

REFLECTED IN NEW FILM PRODUCTION
• WITH NxTio.VAi. UEtKNSK activ- In this case suppliers have been
moving to the fore throiiglioiit
ities discovered that such equipment as
American industr\. current film trucks, tractors, and other machines
production reflects the realistic are protected against accidental
trend of affairs.Noteworthy recent damage reipiiring expensive re-

subjects for Goodyear (scenes from placement and repair by providing

the Goodyear Shoulders Arms are reels showing detailed operations.
shown at left helow I. General Mo- The film's service to the regular
tors, and the Shell Oil Company. routine of business, in sales promo-
Further activities along these
tion and sales training as well as
lines are evidenced in a trend of
consumer education and advertising
production for instructional pur-
remains a foremost objective, how-
poses. Machine tool companies
ever, of the majority of pictures. In
have indicated unusual interest in
this vein outstanding subjects of the
this phase for speeding up the train
month include Greyhound's ne»
ing of new workers, safeguarding
all-color, picture. This Amazing
against industrial accidents, and
America: Minneapolis-Moline's This
increasing production. In a simi-
Land oj Ours la Ray-Hell produc-
lar vein, the production of instruc-
tion! and theatrical short subjects
tional reels for u.se by the armed
for Metropolitan Life, the Invest-
forces in connection with mechan-
ment Hankers As.sociation and the
ized equipment is of importance.
Greater New York Fund. \ recent
Jam Handy production for the Ar-
(Above, left to right) Scene from Grey-
hound's "Am.izing America"; air attack kansas-Louisiana Gas (Company il-
in '-Plows. Planes and Peace: Minne-
apolis- Moline's "This Land of Ours." lustrates the usi'fulness of the me-
Below, left) Sequence from "Goodyear (Pape 21
I

Shoulders Arms" now being released dium in public relations. ).

1.5]
 METROPOLITAN'S NUTRITION FILM
by John Lenfz, Welfare Division

• A FILM FOR ALL THE PEOPLE, in as "a film that explains the
all in all the towns of
the cities, vital scientific relationship exisluig
—
America on a subject affecting the between good nutrition and good
lives of young and old alike: such health." Essentially this film is
is Proof of the Pudding, the new an endeavor on the part of the
one-reel Him sponsored by the sponsors to stimulate a widespread
Metropolitan Life Insurance Com- understanding of tho.se aspects of
pany in cooperation with the U. S. the science of nutrition that can
Public Health Service. Outside of be applied to daily living.
scientific circles this picture is re-
Business Scree.n has asked the
ferred to as "a film on food that
sponsors of Proof of the Pud-
shows people what they should
ding why the subject of nutrition
TRAVEL B. GREYHOUND
throughout '-This Amazing America" is the theme
eat." but in the more precise lan-
was chosen for a film presentation.
of the new Wilding-produced Technicolor subject for the motor coach lines. A guage of the nutrition experts
radio quiz program (see above) brings heroine Carol Hughes and hero John King
One answer to this question could
Proof of ihe Pudding is described
together and the audience sees America's vacation wondering through their eyes. be found by referring to the Janu-
ary 22. 1941 issue of the .Veu- York
Times. On that date a front-page
NEW GREYHOUND story broke in which Uncle Sam's
SUBJECT IN COLOR plans for a nation-wide campaign
of nutrition education were out-
• Another Greyhound Lines lined. (Incidentally, the day prior
sound motion picture production.
to the appearance of this story, the
I'lis time in Technicolor, carries on
s')onsors approved the final print
tho tradition of entertainment lead-
of Proof of the Pudding. We
ership assumed by this sponsor. The assure readers of this article that
new three-reel subject, especially in-
the film's release was not timed
tended group audiences, was
for
with the newspaper story, although
produced under the direction of Times front-page
the article was the
Beaumont & H o h m a n Inc.. .
sort of break that many a publicity
Greyhound advertising agency, bv man has prayed for!) Among
\^ ilding Picture Productions. Inc. other things the Times story empha-
Greyhound's traffic representa- sized the rather startling fact (to
tives and film distribution organiza- the general public, at leasts that
tions plan to make the film avail- our country is burdened with 45.-
able to schools, churches, clubs, 000.000 people who are improper-
conventions, etc. Frankly commer- ly fed. \^ ith national defense ef-
cial, since presents the travel ad-
it
THE SCIENCE OF NUTRITION and its meaning to the nation's welfare is the forts looming larger every day. au-
ventures of its principals via Grey- film st^ry of the new Metropolitan Life film "Proof of the Pudding recently
'

produced in cooperation with U. S. Public Health Service by Paramount Pictures, Inc. thorities realized anew the im-
hound motor coach, the film is none Dortance of individual fitness as a
the less acceptable for all types of
• The current wave of patriotic first time credited for his role. bulwark of democracy. One govern-
audiences because of its openly pictures memorializes ment authority stated: "An all out
the great Men. money and ideas is the sub-
factual treatment. who carved America job of defense
leaders out of jectof the picture, which reveals is impossible unless
America s vacational w onderland the soil, the soldiers, the Edisons. how a small cabinet maker de- the physical health
of .Americans
and scenic beauties from coast to the Bells, the generals, the presi- veloped his business into a great isconsiderably stepped up through
coast are presented in full color. dents and the great men under proper nutrition." Another offi-
furniture corporation by taking in
The original developments which whose leadership the LInited States hundreds of "money partners" from cial of the government remarked:
made possible employment of color became the greatest Republic in the and "Proper nutrition is exactly as im-
the rank file of America. The
on the wide range of locations opens world. But in America Looks portant to our country now as are
role of the investment banker,
new vistas for similar commercial Alifad. a ten minute short starring about whom little is known by the .50.000 airplanes that will fly 400
production. Particularly impressive Lowell Thomas, the "little man" miles an hour. There must be a
general public, is revealed as the
is the Grand Canyon color pho- who has put a few spare dollars agent who brings men with ideas Nutrition Front." Machinery was
tography with California and Min- into stocks and bonds is for the set in motion whereby essential in-
and men with money toeether.
nesota scenery also vying in audi- formation would be carried to peo-
The roles of investor and investment banker are deoicted in •"America Looks
ence favor for its beautv.
Ahead" sponsored for theatrical release and produced by Audio Productions, Inc. I Please turn to Page 34)

AMERICA ^ *
LOOK§ AHEAD i
A Screen Ediforiol
LOWELL THOMAf
WORLD'S LARGEST COMMERCIAL FILM AUDIENCE? Perhaps not. but this record throng of 12.123 persons who attended
a Continental Baking Company (Wonder Bread) radio-film show in the St. Louts Municipal Auditorium recently comes pretty
close to a record. Projection for these showings was arranged by George H. (King) Cole nationally through associated Modern G.
Talking Picture Service licensees.

• Blsi.ness Screen has frequcnlly tinental's film has since played with
FUND-RAISING REEL
reported the use of motion pictures the radio show for 28 weeks in
for showing audiences at-
to studio 14 and has averaged from
tending programs.
radio During
cities

ten to twenty thousand persons per

AIDS N. Y. CAMPAIGN
the past )ear such shows as the week on the two nightly shows
• A one reel film entitled For ihe
Lucky Strike ///( Parade. Chester- I one a late evening re-broadcast I'coplc with commentary by Ray-
field s Glenn Miller show, and for the \^'esl Coast (.
mond Massey of "'.Abe Lincoln in
DuPont's Cavalcade of America George H. (King) Cole arranged Illinois' fame is playing a very
have usually preceeded or lopped for these show ings from New ^ ork important pari in the publicity
off the radio broadcast with the through licen.ses of Modern Talk- campaign of The Greater New \ ork
showing of a motion picture. ing Picture Service in the various Fund. The use of this visual me-
The Continental Baking Com- One of the major problems
cities.
dium has been of greatest value in
pany, makers of \^ onder Bread, was the location of screens large previous Fund campaigns, and this
inaugurated, last fall, a new quiz enough for the size of the audi- (produced by .Audio!
year's film
show called Your Marriage Club at ences. In some cases the size of
has been an exceptional educational
a special performance for \^ onder the screens used reached a size of factor in consolidating the position
Bread employees in Bridgeport- 21 by 34 These have to be
feet.
of the Fund as a New York institu-
Conn. It was thought that it might especially shipped from points tion.
be interesting to show to the at- where they were available, and as-
The Fund is about to start the
tending employees. Continental's sembled by union crews in the
1941 campaign. During the next
Kodachrome movie record of the halls from which the program is
two months the film will be used
company's W orld's Fair exhibit. broadcast. 16 mm. arc projection
bv the Fund to give a picture of the
The movie was so well-received is being used throughout the tour.
work carried out by the 400 volun-
at the Bridgeport employee show- It adds up to this: at a very
tary welfare and health agencies
ing that the film was held over low cost, because of the radio
affiliated with the work- Before the
for another week (also in Bridge- broadcast tie-uj). Continental will
Fund was organized in 1938, these
port and the public invited to the
I have shown their picture, and a
agencies made hundreds of annual
program. .Again the film was high- modest unassuming one it is. to
appeals to business which failed to
ly acclaimed, (.onlinenlal and the approximately one-half million per-
present a balanced statement of
Ted Bales Agency (who handle the sons at the end of the 39-week
community But the Fund
needs.
radio show felt that \^ orld's Fair
i radio series. The film is not the
brought with it a new approach,
pictures might be outdated, but primary medium in this case. Yet,
and their motion pictures have
since the film had been so well- because of it, the sponsor has
clearly demonstrated why this vast
liked at the Bridgeport showings, earned 5,8.50,000 person-minutes of
field of health and welfare work is
arrangements were made to con- attention to a good-will message
so humanly necessary.
tinue showings at other points from of \^ onder Bread —
and brother ad
which broadcasts originated. Con- manager, that ain't hav! RS. — For three years the Fund has
worked to establish a new habit of
(Below) "For the People" a new one-reel subject was produced by Audio (NY1 for
'living. The process is an educa-
t.leatreshow ng during the current campaign of the Greater N2W York Fund. tional one. However, progress in

this direction has been notable,

lames G, Blaine, president of the
Fund, stated in his report at the
annual meeting: and one of the
leading publicity factors respon-
sible for this educational advance
has been the effeelivene.ss of the
Their appealing stories
liiiid films.
have won ever increasing approval
for the Fund from the |.ublic.

rile oulslaniling ipiality of the

Fund films has been the siniplicitx
of their context. They usually have
I /'/.'MSI' lurii III /'ape 22 i
 Audiences and Total Costs
,f Showings,

Commercial Sound Motion Picture

of the
•)•)

?<?

THE MlBBinON
\m\l\
prep ared for
& MEG. CO.
WESTINGHOUSE ELECTRIC
and
SMITH & ROSS INC.
FULLEIA &

REPORT OF A DISCOVERY
Is a coininercial motion picluro an effet'tive adver- mission to show you the complete report w hich gives
tising inediiini? the actual cost figureson professional production
Is its cost in line with other media? and nationwide showings of the film before all types
These are only two of the vitally important ques- of audiences. Mow for the first lime you can judge
tions answered in this report. This is the first report movies as a medium on the basis of clear facts and
of its kind heeause this is the first lime sneh ques- figures.
tions have been put to a complete, comprehensive Here is the report of a discovery important to every
test. marketing, advertising and sales executive. Simply
On the opposite page you see sheet Mo. .3. one of write or phone and tell us the time most convenient
the twelve charts from this report. We have per- for yon to see our complete report.

MODERN TALKIN DISTRIBUTORS AND EXHIBITORS OF COM

.1

[18] Business .Scrkf^

 AVERAGE AUDIENCE COMPOSITION

1,366 PARENT TEACHERS ASS'N SHOWINGS

of

The Middleton Family at The N.Y. World's Fair"

30.2 MEN

75.4 WOMEN

37.5 BOYS

39.7 GIRLS

AVERAGE AUDIENCE
182.8
PER P. T. A. SHOWING

ESBBSOMBRfT^a

PICTURE SERVICE, NEW YORK,

INC
FILMS • 9 ROCKEFELLER PLAZA • N. Y.

Number rorii • I') 11

[19]
 1

WHO SAYS "NO BOXOFFICE FOR COMMERCIALS"?

Out In Burbonli, CalHornIa, General Wafer Heafer get Ifs
film investment back —
and fden some/ —
by H. L. Mifehell

• Thkv thought mavbk. if they were lucky. eral Water Heaters executives. The idea began
they might have two projectors — one of them to to take root,and someone else recalled that th(
lie used a lot and the other to serve as a spare auditor had a movie camera. ^ hat a nice wa\
ill case of emergency, a lireakdown on one. or to save money! The auditor admitted the jol.
a rnsh showing while the first was busy. Too, would uiuiuestionably be fun. but he's trained
ihey thought perhaps in time they could use to shrewdness with figures and he wonders ju-t
three prints. how much of a saving such a plan would actu-
Yes sir. you can ask Dick Hinkley. sales man- ally make. So the executives look farther and
ager for the General \^ ater Heater Corporation consider a hid of three or four thousand dollars.
in Burliank. (California, if that wasn't exactly The sample film shown them as an indication of
his and his associates" thought in August. 1939. what they'll get for their money looks all right,
when their film producer turned over the first but then they all begin to wonder a bit more
print of Turn on the Heat. Two glasses of water on a hot day are morr
A lot of water has gone under the bridge satisfying to a thirsty man than one; perhaps a
since that time. Talk about box office! Here larger investment would result in an even better
are some results: Today there are six projectors, job and bring a substantially greater return.
each of which is working a good deal of the Finally the job was assigned to General Film
time. The sixteenth print has just been deliv- Company. ^ alter Karri-Davies prepared a
ered. At the time of filming, three welders were script,which was promptly approved. As an
employed at the plant: today there are fourteen, independent producer of theatrical feature>.
and operation has moved from one-third to full General had just completed a production on llir
capacity. On its first showing in Houston, to Universal lot, and the entire crew was tran>-
some 100 master plumbers, the production sold ferred to the industrial film division to turn on!
00 heaters to the biggest account in the city. Turn on the Heat.
Shown in a third-floor hotel room on a mile-high Director was Gunther von F'ritsch. who n -

mountain in Arizona, it sold a half-carload of

ccntly produced the government documentar).
booster-type heaters and simultaneously pro-
Hydro, telling the story of Bonneville Dam:
duced another smaller sale.
assistant director was Melville Shyer. PhotoL'
Don't let anybody tell you. mister, that there's raphy was done by Arthur Martinelli. A.S.(!..
no box office for a commercial picture. \^ hat if who did part of the camera work on The Great
they dont plank down their quarters when thcN Dictator. \^ orking on a split-second schedule,
go in? A sizable share will pay a good deal the three reels were shot in three days two in —
more, in purchases of whatever you're selling,
{PleasL- turn to Page 30
after they've gone out. If those cases aren't

proof enough, there are others, on this single

production: but first lets look at the film itself.

To begin with, someone dropped the idea of

a business picture in the collective laps of Gen-
 -

THE FIRES
PUBLIC lUlLiXr iSS MUST
-ARKANSAS-LOUISIANA GAS COMFANY PRESENTS:

9 Gas. once worshipped as a god and now an everyday comfort of life,

is the invisible hero of the .Arlcansas Louisiana Gas Company's new talk-
ing motion picture. The Fires Must yVcicr Go Out. This picture describes
in dramatic form all the services rendered to the public by the Arkansas
Louisiana Gas (Company — services rendered not only under normal every-
dav conditions, but also under stress of storm and flood.
The picture touches upon the interesting early history of .\rkansas.
(^ 9yodk««//ky<ffie Jam Handy Ofjjanlzatlon <^^
Louisiana and Texas, the Iri-state territory served by the gas company.
Industry, transportation, trade and commerce have contributed to make
this area into a favored section which continues to afford opportunities
for expansion and development. Here. loo. is shown one of the most
richly endowed fields of oil and natural gas in the United States.

The picture proceeds to show the work done by gas in the home and
ihen goes on to explore the whole operation of the company. \^ ith the
aid of technical animation the audience shown how gas wells are drilled
is

and follows the course of the product from gas field to domestic and in-
dustrial users.

An overall view of the distributing .system is given, an insight into the

care of meters, and a closeup of the service rendered by the organiza-
tion to its customers. In contrast to a municipal gas service which derives
its supply of gas solely from nearby gas wells which may. in time, become
played out. this company's service, deriving its gas from many far-tlunT
sources, cannot fail.

A dramatic highpoini in the story is reached by the re-enactment of a

storm and flood wherein we see the facilities of the organization swing
into action to keep the fires burning under seemingly impossible
conditions.
Throughout the emphasis is placed on human rela-
film considerable
tions. By pictures showing mother bathing her baby in hot water sup-
a
plied by gas. by others displaying a housewife using gas for cooking
and refrigeration, and by still others showing a family basking under
the comfort of gas heat, the public service of the company to individuals
is accented. \^ork of the employees of the company is stressed bv show-
ing them at their various operations, and their cooperation in times of
emergency is strongly underlined.
The production of the picture involved a number of interesting prob-
lems. One was that Gas. the hero of the tale, was not only lacking in
photogenic qualities but was entirely invisible and could not be photo-
graphed at all. .\s a result technical animation was used throughout the
picture to show gas and the burning of gas.

.\nother problem was the lack of motion in most of the company's re-
sources which were to be featured in the Gas wells and gas
picture.
separators do not move and gas compressor do not move on the
stations
outside. To overcome the static nature of the material the camera move-
iContinued on the next pa^e\

DODGE FILM IN
NEWS THEATRES
* Se\eral of the entertaining
industrial -documentaries pro-
duced by \^ ilding for the
Dodge Division of the ("hrys-
ler (Corporation have been re-
<|uesled by theatre managers
because of their unusual news-
interest value, .-/rmi on
H Iteels. a "scoop" on the au-
tomotive industry's contribu-
tions to national defense is a
particular favorite according
to (',. \K'. Nebel who heads u|>
visual activities for Dodge.
l( heels Arrttss India is an-
other curreiitlv popular sub-
utra-modern News-Theatre.
(ives feature billing to "Army ject, both in .schools and pub-
on its marquee. lic distribution.

Nl MBKH KoiR • I'Jll

 * * WITH INDUSTRY
ON AMERICA'S flkST UNI OF DlfENSl

SERVES THOSE WHO

DeVRY SERVE THE NATION!
THE DEVRY "INTERPRETER" 16 MM.
SOUND MOTION PICTURE PROJECTOR
pro\ides theatre tiuality ijrojeclion bt-fore audi-
ences,
large or small, in the field, (aclorj .audi-
torium or headqaarters offices. The "Interpreter"
exemplifios DeVry leadership in life-like sound
reproduction and screen brilliance — the result of
28 jears' experience in building precision motion
picture equipment.

THE NEW LOW-PRICED

display: J^KEl'
110.4

LOR
MOVIES OF
PEPSI ^'^ PETE

The Display Manager^s Guide to Visual

Media lor Store and Convention Exhibits
• THE INCREASING I SE of color, New York and Chicago editions, in- The Electrical Trade .Show ex-

particularly Kodaclirome. in trans- cluded many uses of visual media. hibit for the United States Rubber
|)arencies for wall-mounts has been Advertising Projectors. Inc. note the Company featured still another .Ad-

noted by our observers in most re- use of their continuous motion pic- vertising Projectors installation as
rent convention floors as well as ture projectors by the Pettit Paint did the St. Regis Paper ("ompany's
in modern department store display. Company. Globe Hoist and Vi alter
noteworthy booth at the recent
Some of the best examples were Kidde. At both showings the .\elna Chemical Exposition. Ivel Corpo-
.seen in the lavish .American (Ian Insurance marine division featured
I I

ration designed the St. Regis booth,

(Company showing Canners
at the that sponsor's new movie (shown mammoth bag. an
which featured a
(Convention in (Chicago. American left below on a Bell & Howell con-
I

exact replica of the exhibitor's fa-

("an also featured a Trans-Lux news tinuous installation.
mous Multi-Wall paper bag. This
licker service (shown at left) and
was used as the proscenium for a
the remainder of the exhibit told a
LTaphic story of the ("ompany s EXTRA COPIES OF THESE rear projection screen (sec below J

i-dncalional program in the inlcre>t PAGES SENT WITHOUT on which a motion picture por-

of canned foods. CHARGE. ADDRESS: BUSINESS trayed the many uses of the product

Boat show displays, both in the SCREEN. CHICAGO, ILLINOIS in the Chemical industry.

(Top. right) The Pepsi-Cola Company exhibit at the Retail
Grocers' Show in New York was designed by the Ivel Cor.
poration and featured a novel use of 16 mm. sound-on-film
projection through which the onlooker was invited to use a
convenient push-button to make the screen characters "talk."
Sound equipment was by-passed through this switch by a very
simple wiring job. (Left, above) The Trans-Lux installation
in the American Can exhibit at the Canner's Convention:
Aetna Insurance exhibit at the Boat Shows: U. S. Rubber ex.
hibits at the Electrical Trade Show: and below, the St. Regis
Paper Company's novel display, designed by the Ivel Corp.
 —- a

Socony-Vacuum's traveling Industrial Exhibit, which is seen in all major Industrial Shows. This setup was used at last year's show of the American Pulp and Paper
Mill Superintendents Association in Cincinnati. Exhibit built by Display Studios. Woodside, Long Island, Sound cabinet and projector cabinet designed by Kurt H. Ross.

• Abolt \E\R AGO the Socony- used, housing a continuous record

Socony Exhibit Program

.\

Vacuum Oil Company decided to player (78 RP.M). connected to a

represented by an impressive ex- number of earphones, some of
lie

liiliit at all major industrial shows. Shows Role of Visual Aids which may be seen on the counter.
These earphones can be pulled out
The first problem was to design an
exhibit which could be shipped booth are interchangeable transpar- cabinet being assembled. The pro- and the visitor can listen to a brief
from place to place easily. There- encies, which show industrial equip- jector is aAnimatograph.
Victor talk on lubrication of the parts

fore, the entire exhibit was so de- ment, depending on the theme of continuous type, using a 750 Watt shown in the model.
signed that it consisted of units the exhibit. Here we see paper lamp. The first mirror is a first-
Novel Ide.a For Bo,\t Show
which can be handled easily. All mill equipment (incidentally, illus- surface mirror, while the larger
parts were marked so that even un- Using some of the parts of the
trations which were originally made mirror is a regular plate glass
men (with the help of a Industrial Exhibit, Socony employ-
trained up for a slidefilm). The illustra- mirror. The screen is made of
|)holographic instruction book ed a novel idea for last year's Mo-
I
tions available cover lubrication of ground glass.
could assemble the display. All mining equipment, torboat show. The center section
steel mills, coal A special attraction of the ex-
formed by a large pictorial map
joining parts were also marked turbines, diesels, etc.
is
hibit is a group of three transpar-
and. furthermore, connections were of the Atlantic Seaboard, showing
The transparencies are illumi- models of a bearing, gear and
laid out in such a manner that as- nated by means of light boxes which
ent
cylinder — illustrating the principal
all kinds of boats — outboards,
sembling mistakes were impossible. flash, showing the lubrication fea- cruisers and also the '"Queen
machine elements requiring lubri-
tures of the equipment in red. The Mary". Through ""windows", hand-
Construction Is Flexible cation. These models are made of
operated puppets appear enacting
top sign, as well as other lettering, Lucite and show the oilfilm and the
The exhibit now in use covers an
is made of translucent Cataline. a recorded playlet. There is "Joe"
area 20' x 10' but the construction and this is also illuminated.
all important
to the engineers, in red.
'"oil wedge", known
The bear-
— who is always tinkering with his
allows setting up in various sizes, engine, not heeding the advice
e. by using only three panels of
g.
Shows Continuous Movies ing can be taken apart to demon- given him by fellow boat owners,
the back part, the size is 15 x 10'; The center section is a projector strate important lubrication fea- popping up from everywhere. Even
also a shallow setup is possible by cabinet in which a 400 foot silent tures, such as grooving, etc. — these the Captain of the"Queen Mary" is
using only parts of the wings. In motion picture (on the principles models are sometimes exhibited on trying to give him advice. There
the photo (see above) a full length of lubrication ) is shown continu- pedestals which form the right Avere nine different characters, op-
back is used but the depth of the ously. wing of the exhibit, and are illu- erated by two men. \^lienever a
booth has been reduced. Another illustration on these minated from beneath. In this puppet made an "entrance" —
The panels in the back of the pages shows a rear^view of this setup a sound display counter is spotlight would center on it. The

by Kurt H. Ross
(Left) Rear view of Socony- Vacuum Exhibit
projector being assembled. The Victor Animatograph
continuous projector throws the image on adjustable
first -surface mirror. Larger ptate glass mirror
projects picture onto ground glass screen.

• • •
(Right) From the Technicolor slidefilm "Pulp and
Paper MillLubrication" produced by the Socony
Vacuum Oil Company with Kurt Ross consulting on
visualization and technical research. A grinder
equipped with an anti-friction bearing. (Later on
shown in closeup). Details the task the lubricant
performs in anti-friction bearings.

[24] Business Screen

 — —

Socony- Vacuum's puppet show at the 1940 Motor Boat Show in New York. Hand operated puppets enact a recorded playlet about the reformation of an unbelieving
Thomas, who doesn't care what kind of gasoline and oil he uses. He learns from fellow boat owners that only Mobilgas and Mobiloil are the brands to use. Display

plaiilet opened and closed with lubrication in the foreground: the

iijutical music. only advertising contained in them

The Seeony Slidefilms is the byline that it is presented by

WILSON SIGN IS FILM-OPERATED
Socony-Vacuum. Because of this,
* High above the crowds who bank of these photo-electric
^ocony-^ acuum periodically pro-
iluces Technicolor slidefilms on in-
these films will be released for nightly throng New \ ork's tubes — the pictures of the
general educational work in tech- Times Square, the Wilson film being arranged in light
iliislrial snhjects. These films are
intended for use within the organi-
nical schools and colleges. WTiisky "spectacular" enter- and dark elements, corres-
The Technicolor slidefilm tains with a clever animated ponding to the pattern of the
zalion as an educational medium. first

a> well as an aid to lubrication en- of this type was Bearings and picture presentation that has cells. The cells in turn oper-

gineers who use these films in the Their Lubrication. It shows the made display history. ate an electronic relay tube
The animated "movie" and thus a corresponding
"Lubrication Clinics' conducted in vaiious types of bearings found in
show of twinkling lights is light bulb on the lamp bank.
plants for the education of the industry, the lubrication theories
made possible through the in- This set-up as show n be-
I

plant personnel. These films treat and lubrication practices in use for
ventive genius of Kurt II. low Iwas used with S.TmnL
the subjects in a simple manner but these bearings. The qualities need-
Ross and the showmanship of projection in the first W ilson
must be of such character that an ed in lubricants to answer the Douglas Leigh whose organi- sign. The new sign, employ-
engineer will also be interested in and
pioblems encountered meth- zation has developed the Ross ing 4.000 units, is now run
the subjects presented. Entirely
ods of grooving and chamfering of patents. Mr. Ross, whose with a 16mm. projector ami
new is the treatment of the male-
bearings are discussed. In all a name appears on the Socony- on account of the large num-
rial. These drawings (usual air-
fairly complete story on all gen- \ acuum display story in these ber of lamps can actual-
brush^ are laid out in a pictorial
eral types of Bearings and Their pages, built the original sign silhouette films; because nf
manner, never before used in tech-
Lubrication. of 500 photo-electric units. the increase of picture points,
nical educational work, where the
A movie projector throws the problem of registration is
more standardized style of flat
an animated cartoon onto
Pi i,p & Paper Slidefilm a not so critical.
treatment is usually employed. This
type of drawing, which technically Another slidefilm treats of a par-

will give all the details necessary ticular industry and PaperI'ulp
This original photo-electric sign apparatus preceded the current Broadway display.
to satisfy the most critical engi- Mill Lubrication. Going through a
neer, will hold the interest of the mill —
the conditions which are en-
man in the plant who may see his countered in any pulp and paper
machine in a new light — "glori- mill are highlited and with —
fied". Considering the subject tvpical equipment lubrication prob-
treated and picture material to be lems illustrated. ( .\ scene (lefti
used, it seems that the slidefilm shows a grinder equipped with an
medium is best suited for this tvpc
anlifriction bearing, .\fter establish-
of educational work.
ing the problems of operation of
May Be Used Without Soind this e<|uipment. the lubrication fea-

tures are explained in a close-up

These slidefilms have recorded
narrations but sometimes the sales frame of the bearing proper. The
colorful airbrush treatment of the
engineer prefers to render his own
version of the story — adapting the
machine parts gives a striking
which is well brought out in
efl^ect.
film to the requirements of a [ilant
where the showing is held. The av- llir Technicolor prints.
erage running time of these films X'arious other industrial subjects
is about 28 minutes. are in preparation and production,
The films are gen<'ral in char- after the slidefilm medium has been
acter, "unselfish", with the facts of proven successful in the field.

Number Foir I'Ml

• Shki.i.'s i.ATKST motion iiuliiii- a production log by Ftir Alaildins Lamp in twenty

IS a double-duly film (for liotli FILMING SHELL'S LATEST Norman Blackburn* ncls. This would have meant just
a matter of devoting a reel of film
dealers and non-theatrical consum-
Id each one of Shell Development's
er audiences I «liicli tells the story
twenty research departments.
of the scientific achievements of tin-

DcvelopmcMl (lompanx re- But the instructions from the ad-

Shell
laboratories at Emeryvillr. \ertising department, under whose
search
auspices the film was to be made,
California.
Oil For Aladdin's Lamp. were "make it simple, straightfor-
It is

fascinating HO-minute camera ward and dramatic.'" ".And above

a
all else, keep it down to about
visit behind the scientific scenes.
twenty minutes.'" Oh-oh. a two-
Much of it has to do with intricate
reeler. It was like telling David
formulae and laboratory apparatus
O. Selznick to keep Gone With the
but the interpretive genius of two
of the film world's ablest men make Wind down to forty minutes,

intensely interesting and under-

(Gone With The Wind's first cut
it
version ran over thirty thousand
standable. Those two men arc
director, and Floyd feet, or about five hours running
Joris Ivens.
The story time. It was finally released at
Crosby, photographer.
twenty reels, or a little over three
was written by John Eugene Hasty
hours running time.)
from research by Donaldson Thor-
burn. .'Adaptation was by Norman Boiled Down to Essentials
Blackburn with additional dialogue
.\s it developed. Shell's latest
by R. G. Landis and Fred Fidler.
film was boiled down to dramatize
Colbert Clark supervised.
onlv those things that could be
The problem was to show the in-
clearly understod and appreciated
valuable contributions Shell science
The achievements of the research laboratories of the
scientific by dealer and motorist
scientist,
has made to medicine, agriculture. ShellDevelopment Company are portrayed in "Oil for Aladdin's was important to stress
plastics — to Mrs. .America's cloth- Lamp" (Next issue: a picture story of the Shell film program).
alike. It

that the main assignment of these

ing, perfume and to
jewelry and
great men of science was the ad-
Uncle Sam's national defense. .And
vancement and perfection of Shell
these discoveries were to be
all

liedback to the Shell scientists'

gasoline and motor oil a fact that —
biggest day to day job the job of — might be easily lost sight of in
showing work on thousands of
perfecting better gasoline, motor
other products.
oil and other fuels and lubricants
\^Tien those in charge of the ac
for car. home, factory, tank, bomb-
tivities at Shell Development agreed
er or war.ship.
to reverse the usual procedure and
MoLEciLES Are the Actors let Hollywood crash iheir gates

It's done in an absorbing motion thev probably expected a director,

picture Oil For AlaMin's
called a cameraman and a few rolls of
Lamp. Taken at the 83.500.000 film. Imagine the excitement when
Shell Development Company lab- three trucks filled with lights.

oratories in California, the film has cables,prop boxes, reflectors and

hydrocarbon molecules for actors numerous other studio knick-knacks
and its plot is the story of how applied for admission. Of course,
Shell "educates" them to useful the young lad at the information
lives. desk practically collapsed when his
To capture the wonders of this inquiry slips were handed back to
"House of Magic" that house Shell him marked "Brownie, script girl",
Development Company's labora- "Butch, grip", "Joe, head gaffer",
tories with a movie camera was
downright challenging. The scien-
QUALITY "Fatso, still man" and so on down
through "George, prop boy." (The
tists had always been the modest, script girl keeps track of the shots
secretive "silent partners." Now motion pictures since 1923 okehed and rejected, sees that suc-
thev were being asked not only to cessive scenes "match" properly;
reveal their research magic, but. in The Plymouth Motor Fair, now touring the the grip handles scenery and helps
country, is built around the three-dimensional Techni- the "gaffer"
Hollywood's manner of speaking, place the camera: is

color motion pirture, "New Dimensions", produced

to "give out with some 'oomph' and the electrician in charge of light-

showmanship by Loucks &. Norling for the Chrysler Corporation. man takes the pictures
put some into it." ing: the still

And they really "went to town." "Washington, The Shrine of American Patriotism", on these pages and the "prop boy
Thev drew charts —even put Baltimore and Ohio Railroad's sound film, is so assembles the small articles han-
tinkertoys together to represent sci- popular that schools are actually buying prints for dled by the people in the film.)
entific formulas. They put this their libraries.
CooPER.\TioN IN Experiments
chemical with that chemical to
For a really distinctive motion picture, one that
Once inside, the studio crew
make butadiene and talked of buta- will accomplish more than you anticipate, consult us
diene as though you had partici- for ideas.
found everyone in the company
pated in its discovery. But it ready to cooperate in the filming
wasn't until they bounced the stuff COIumbus 5-6974 of this picture. Department heads
on the lab bench that you realized made possible the photographing
butadiene was synthetic rubber . . . LOUCKS & NORLING STUDIOS of various and sundry experiments
They up
and they made it before your very and developmenU. set

eyes. 245 West 55th Stieet - New York City (Please turn lo Page 28)
It would have been a compara- •For the Motion Picture Department
tively simple matter to make Oil of the .1. Walter Thompson Company.

Business Screen
[261 j
 *%

/jt/a^
^/t»{&iua/
Over 6,000
Quality-Conscious Theatres
Use RCA Motion Picture
Sound Equipment

The same "BIG TIME" quality is yours

with

RCA 16 mm. SOUND FILM PROJECTOR

OJJerhigyoii Kisnjjeriorfeatiires. thhgreat on screen is much more evenlv distributed

projector provides finer, clearer sound . . .
— there no annoying "spots" before
are

more even light distribution on screen . . .

greater operating simplicity — yet
with the louest!
your eyes. And the sound is full and clear
is priced
no matter what volume you wish to use.
Operation too, has been RCA engineered.
Simplicity is the watchword. Threading is

TAKE A TIP from the Broadways of child's play with threading line cut right
¥^^ America! Give your pictures the "big on the projection block. All size reels are
-^\ time" projection they deserve, with theRCA quickly rewound bv motor. Cleaning and
16 mm. sound film projector. It's made bv adjusting are both extremely simple.
the makers of equipment used in over 6,000 Yes — from its handsome, compact car-

theatres — theatres that demand quaUty! rying case to its tiniest integral part, the
i]
You'll find that RCA engineering has RCA 16 mm. sound film projector is just

produced a 16 mm. projector that gives the thing to make your sales story sing I

jiff?!! Ill '

I
new life to both pictures and sound. Light And best of all — it's priced with
O! the lowest.
*•«»'TV Hi
Trademarks "RCA Victor. "Viclor'and'VictroIa'
-^-WARNER BROS. BOYD THEATRE Reg. V. i. Pai. Off. by RCA Mfg. Co.. Inc.
on PhilaJdphia i " BrojJuay" hai RCA Motion Picture
In OnaJa- RCA Victor Ct'mpany, Ltd Montreal .

SounJ Equipment. Over 6,000 tJjejtres on other Broadways

of Ameriia are similarh eqtiipped to provide their audiences For better sound film projector performance— use RCA Tubes
with the finest performances.

C.omincrcui Sound Scctiun ibS-3f

JLJ^' JL RC A Manufacturing Co., Inc.. Camden. N.J.

Please send me complete information regard-

ing RCA 16 mm. Sound Film Projector.
/ft.
[ I li 1 ? i) 16 mm. Sound Film Projector
COMMERCIAL SOUND SECTION • RCA Manufsctuiini Co., Inc. N.iine --.
Caiiid«n,N.J. • A Service of th« Radio Corporation of Amarica

Address..

City State.. •^

NiiMBER Four 1911 [27|

SHELL'S LATEST VANCAMP FILM
{Continued jrnrn /'age 26 I
nl its kind in the country, has
received its fourth motion picture
equipment and with their co-work-
production entitled Chicken of the
ers recreated the wonders they had
Sea. produced by Frederick K.
worked in petroleum science.
Kockett (Company. Hollywood. It
first it was felt that most of
At
seems (|uitc logical, when one rea-
theseamazing feats of science could
sons that they catch and pack tuna
not be caught by the camera eye.
and sellit under that trade name,
but with the matchless efforts of the
that Chicken of the Sea should be
Shell Development personnel and
stressed. Just to avoid confusion,
the imaginative genius of the direc-
when new film is completed, the
a
tor and camerman these scientific
older one is retired. First produc-
wonders were woven into the pic-
tion was a black-and-white silent:
ture with fascinating clarity and
second used sound: the third, in
dramatic eye values.
three reels, was done in Koda-
The Van Camp Sea Food Company has just produced its fourth
Perils of a Producer sound motion picture subject for consumer audience showing chrome; the latest is a two-reelcr
The studio crew was kept in a shot in 16 mm. Kodachrome with
Selling With Color The man whose last car was a 35 mm. sound recording by Glen
slate of constant bewilderment.
Title:Chicken of the Sea success is likely, when he gets Glenn Sound Company, with sepa-
For example. Brownie, the script
Sponsor: Jan Camp Sea Food Com- ready, to buy another of the same ration negatives used for Cinecolor
girl,cornered one doctor of science
pany. Inc. make. Acting on a parallel prin- prints.
and when actually pinned down
Producer: Frederick K. Rockett ciple Van Camp Sea Food Com- In a production designed for con-
confessed that she was trading a de-
scription of the duties of the film
Company pany, said to be the largest firm sumer showings through schools —
crew men known as "gaffers" and —
and clubs as well as to those who
"grips" for the correct spelling of handle the food, the romance of
tricryslphosphate. When another making the catch was a necessarv
of the scientists
of butadiene,
mixed up a batch
squezzed it. then
UNCLE SAM WANTS YOU ingredient. Simplest procedure In
follow was to put a cameraman
aboard one of the prize fishine
bouncid
claim in
it.

his
Fatso was heard to ex-
high nasal voice. "I
To Train Industry's Army boats in the Van Camp fleet and
saw it and I photographed it. but let him record the picturesque
I dont believe it!" The payoff beauty of the Central American
came when George, the prop boy. coast, the color in the life aboard
tried to trade some still pictures of ship and the dramatic incidents in

Marlene Dietrich for a curved plas- the actual work as thev actually oc-
tic lube through which light rays curred over .some thirteen weeks.
could be bent. Story \^'ithin a Story
In charge of the picture crew Incorporation of this material
was Joris Ivens. the director. Mr. was accomplished by using the
Ivens had just completed Power time-proved dramatic formula of a
Anil The Land, the government story-within-a-story. Presented to
documentary film dealing with the a "visiting customer" as a reel to
problem and advantages of electri- which the sound track has not yet
fying America's farms. Prior to been added, the fishing scenes are
this he had directed outstanding Swell tke llanki, a^ S/zlUed JdaLan, described by the captain of the
Holland and
films in Spain. China. \esselfrom which they were filmed,
manv other countries. He was se-
lected for his ability to simplify
^adle^.TRAm WITH FILMS! while interjection of comment and
question increases reality.
complex things and get realistic
The IVational Defense Office of Pro- Through company representa-
drama out of laboratory scenes.
What oTrainlng or from Van Camp Sea Food
tives,
Floyd Crosby, cameraman, was en-
Film duction Management lias told indus-
Do for You Company. Inc.. Terminal Island,
trusted photographic as-
with the Will try thai upon it rests the responsibility
California, itself, prints of the film
signment. worked on The
(!rosby Rapidly, efficiently of training more workers in the short-
1 will be loaned gratuitously to
River, Potvrr And The Land and train the skilled labor est possible lime.
you need. school systems equipped to show it.
won the Motion Picture .Academ)
award for his work on Tebu.
You ran do it as the Gisbolt Ma- With good optical reduction
^ • Speed up production.
chine Company, Madison, Wis., is do- from 35 mm. to a 16 mm. sound
The Picture's Purpose Show how you are track and satisfactory color already
3 doing your National
ing it. Have a training film produced
by Burton (lolmes Films. We have given credit, other credits due this
111 ihe completed film we see Defense job.
good, modestly - priced production
products derived 4 your sales the necessary experience, facilities
that
from
directly
petroleum
or
•
Fortify
campaign by visual-
and ability. Let us help solve your
are: story and direction — Fred
indirectly
almost every phase of daily
affect
life.
izing your product.
problem with a sountl motion picture
Rockett:photographv Walter —
Keep your name be-
We work
5 fore customers you
Blunt. Guy Wilkie. .AITSE. and
see the that led or sliilefilm. lis double impart on
Shell 1941 advertising themes.
to the
We are
•

unable to supply be-

eye and ear will train faster, more
Ray Fernstrom. ASC: editing E. —
cause of defense priorities. B. Taylor. The Gavne Whit-
cast:
learn that the motorist buying a effirienllv. man as J. P. Cobb. Van Camp sales-
mechanically measured gallon of
manager: Emory Parnell (since
Shell gasoline or motor oil, also made the grade into theatrical
buys the of untold hours of
brilliant research
re.«ults

by men who have BURTON HOLMES FILMS, INC. films^ as \ an Camp's production
manager Joe Gates: Joseph Franz
dedicated their lives to the job of PRODUCERS OF MOTION PICTURES AND SLIDEFILI^S FOR INDUSTRY as the visiting Mr. Lane from
keeping your cars rolling efficiently, 7510 North Ashland Avenue • Chicago • Telephone ROGers Park 5056 Philailelphia: James Blaine a-
economically, pleasurably. (^apl. Fisher.

[2a BUSINICSS SCREIC.N

CAMERA EYE New Theater Opened "How Much
for Industrial Films
Does Theatre
Oewling in New Studio

Pat Dowling Pictures moved. • A .NEW STEP in the evolution of Screen

March 11. to 1611 Cosmo Street. the industrial and documentary
Hollywood. The new quarters pro- motion pictures has been taken
Advertising
with the announcement that a the-
vide, in addition to larger office fa-
a atre in mid-town Manhattan
Cost?"
cilities, a film storage vault, is to

fully-equip()ed sound stage with be devoted exclusively to the ex-

and minia- hibition of commercially sponsored
fine acoustic properties,
ture and animation equipment. and documentary films.
Dowling was with the old Christy Operating under a navel plan
more years, evolved after an exhaustive survey
company for a dozen or
by McCracken.
president. Harold
WE'LL LET YOU MAKE YOUR OWN ESTIMATE
becoming manager of their indus- its

trial film department when they the National Documentary Theatre of the real value of this medium's many
bought the Metropolitan Studios. Co.. Inc.. has been formed and has advantages when applied to your advertising
When the Christy interests were taken over the Belmont Theatre. 48th

sold out in Dowling remain-

19.'51. Street, east of Broadway, which has
• Front Page Attention • Hand Picked Audiences
ed on at the Romainc Street address been re-named the Documentary
as a comnitTfial producer. Theatre and opened .April 1st. • Guaranteed Reading • EYE plus EAR Selling

Programs Are No.\-Competitive • Live Action Demonstration • Exclusive Display Rights

Reed Announcei Programs Selected commercially sponsored
Succeeding George Batchelder. films will be shown in the Docu- BUT — we'll be happy to quote costs based on estab-
resigned to join Producers' Releas- mentary Theatre from 10:30 A.M.
lished rates. You'll be surprised how many buyers you
ing Corporation. Bernard Lamont lo 6:30 P.M. daily, including Sun-

has been named assistant in charge days and holidays. The program bringFACE TO FACE with your advertising for every
of production for Roland Reed will consist of eight reels and will ONE CENT you spend. Get ALEXANDER prices today!
Productions. Lamont. who once be repeated six times daily. Each
before was associated with Reed, program will run for a period of
has been in the motion picture eight consecutive weeks.
business for more than twenty The individual films which make
years. up each program will be non-com- COLORADO SPRINGS. COLORADO
Reed has a record schedule al- petitive in regard to sponsorship.
ready lined up for 1941. with some The aim of the management will be

15 productions due to go before the to carry this even further by ar-

camera. Included in the schedule ranging the programs so that they
are The Life of Diesel for Standard will be cooperative in character,

Oil (California) and four for an example of such a program,

.i^s

National Carbon Company, one of it conceivable that the film of an

is

which will be pretentious in its automobile manufacturer could be

use of music and will likely call shown in the same sequence with
for the services of a top-flight star that of a tire company, a gasoline
from the entertainment film company and an insurance firm. reset US
bracket. Reed has just completed .\dmission to the theatre is by
three 120-foot trailers in Techni- ticket only. The sponsor of each
color for Pond's. film will be provided with an am-
ple number of tickets to be distrib- )^et^ect turo and tktee cotot
Vitaeolor Ready fo Deliver uted gratis to their present and

Culmination of four intensive

prospective customers. The tickets I6mni iouna. ptlnt6
will each one of these po-
entitle
years of research, development and
tential buyers to the entire show.
testing has come with the announce-
RicoRors Edttorht. Policy from your negatives, including Kodachrome. Uniform,
ment of Hollywood Colorfilm Cor-
highest quality, color corrected, permanent, transparent
poration's readiness to deliver two .\ rigorous editorial discretion-
and three color 16 mm. sound prints ary policy will be exercised to in- prints on GASPARCOLOR films delivered speedily at

from negatives. The process, sure good taste, high quality and competitive prices!
known as Vitaeolor. is an out- entertainment value in all the pro- Demonstrations arranged by appointment.
growth of Duplex Cinema Equip- grams. There will also be a full
ment Company, started in 1903 by staff of regular attendants devoted
Also complete facilities for taking 55mm two and three

the four Carlton brothers, to maki' lo service specially designed to co- color negatives.
cameras, printers, and all types of operate with the commercial spons- Two and three color I6mni prints also made from 55nim
processing devices. ors. The competent handling of
separation negatives.
Actual color research began lobbv displays, samples, literature
some 20 years ago. and recent or other give-aways which the
Phone, w rite, or wire
strides have been rapid with the de- sponsors may desire is assured.
cision to build equipment that The Documentary Theatre has a
would insure two color prints in seating capacity of 512. The HOLLYWOOD COLORFILM CORPORATION
perfect definition and registration, theatre can accommodate a weekly
and at the same time insure uni- .Tudience of 22.76^1 persons, or ( V/T>»COLOR i

formity. Some .500.000 feet of IR2.I12 for the eight-week period. 23C West Olive Avenue - - - Burbank, California
lests have been simply as a run The cost for the exhibition and all Phone: Charleiton 66477
check in the perfection of both two the other .services figures approxi-
and three color 10 mm. work, ac- malelv one cent per reel per per-
cording lo R. \. (ialliiiun. son, or ten dollars per thousand.

Ni MiiER I'm It • 1941 [29J

 tion method in that it is impossible for the
WUITC MIXED
'
\
\TOGETHER COMMERCIAL BOXOFFICE prospect to interject questions and get off the
S
BLACK
I

WHITE
\ THEYRt
JUST
tCon/inufd from Page Twenty) track; his attention is —
and remains focussed —
\G R E Y on the presentation. Further, when one is at-
llif plant, oiu- at the studio. Film was reduced
Oefini • affsctive ERNAl LUBR^ tempting to .sell something to one customer fre-
I..-. to 16 mm. for distribution.
CATIOi |l to protect yo film against ipieiil call-backs are the usual order: at the same
HEAT ai^'* BRITTLENESS; AND definite Rush Hughes played the e.\ecutive in the pro- time competitorsfollowing the identical
are
effective^=XTERNAL TOb» HENINGfor duction. Don Brodie that of Steve Piper, who plan: a film production gives a major lift to
protection against SCR A CHES and
k,

STAINS byT •parate VAPOr S distinct symholized in one comic character all the mis-
the sale sproblem. In General's case it creates
as black 1^ white, with ositive takes and misconceptions of the average unpro-
^ interest in the product, incorporates proof of
, effectiveness '~dull«d by grey. neutral
lixing
gressive plumber, the guy who is always hard
claims, builds to a point of reception, and opens
to get. tough, and can't be told anything. That the avenue to discussion which leads with
Brodie's Piper was convincing is indicated in
proper direction to a signature on the dotted
the average reaction of trade groups seeing it
line.
for the first time: half the audience (salesmen!
says "I meet the so-and-so every day." while
The film has done more than a simple edu-
cational job as other results indicate: In a num-
the other half the plumbers) says. "By God.
I

ber of cases where accounts were splitting their

that's me!"
stock, carrying a number of lines of water
Co\KLiCT Makes For Film Drama heaters, there has been a heavy swing to Gen-

hat might otherwise have been eral following showing of the film: an Oregon
\\ no more than
a plant lour was given a dramatic presentation utility firm was having a difficult time merchan-
PRODUCER DIRECTORY by this "outside'" figure. Drama, on the printed dising gas. the film was airmailed to them,

page, on the stage, radio or screen, calls for showings boomed until everyone in the gas
r conflict ofone sort or another and its satisfac- company saw it. and the difficulty dropped to a
negligible point. There are numerous instances
tory resolution. Considered from this viewpoint
OMLITY PRODUCTIONS there's a steady stream of dramatic incident in where plumbers running dealerships have
creased their sales after seeing Turn on the Heal
in-

the everyday conduct of any business, but

BLACK & WHITE & IN COLOR through repetition it becomes commonplace; a — and that isn't just education as far as the
buyer gives his order and the salesman wins sponsor is concerned;
it's orders on the books,

this basic salesman leaves with-

conflict; the followed by repeat business.
out the order and the purchasing agent wins.
Public Relatio.ns Benefits Noted
Division of /SARRA, Inc. Dramatic writing demands the heightening of
the conflict, the selection of the But the public relations element cannot be
most arresting
incidents in a group of actual or theoretical overlooked. Nowhere did plumbers expect to
possibilities, the telescoping of events. find a manufacturing plant of any size and

This was done for the part of Steve Piper. importance in California: General was beginning
to reach out with distribution in the middlewest
.\11 his competitors know is low-priced water

heaters: he can't sell expensive ones in the face

and as far as portions of the Atlantic seaboard.
"^IDEFILM PRODUCTIONS of that, and if he can't sell 'em. he can't make Turn on the Heat, showing assembly lines and
KODACHROME • BLACK & WHITE advanced production methods and the making of
any money, so what's the use? Sure, he'll
3rd DIMENSION
SYNCHRONIZED RECORDINGS • BUSINESS
SCRIPTS listen, and he'll look around the plant "I'm — all component parts within the one
virtually

wriHen in accordance with your ideas by expe-

advertising folks Our ser-
here, ain't I? —but it's quite plain that his mind
was convincing as no portfolio or catalog
plant,
could be: even the most skeptical admitted that
rienced sales and
A brief discussion
is already made up: he chews his toothpick in
vices are reasonably priced. the firm not only could but was doing a job
obligation. just that sort of fashion. But the toothpick is
of your problems envolves no
May we hear from you? a dramatic "plant:"' it has a bearing on the
thought impossible. i\nd now General is one
_•>
THE vmimeVT
EVERETT CO.
/*/% Phone Village 3770
530 N Bo„le.ar windup of the film story. The friend who has of the best known water heater manufacturers

ILLINOIS
OAK PARK. (A Suburb of Chicago) brought Piper to visit explains that he never in the country, with its new plant moved for

says much, but every once in a while he gets observation any point where there is a
to

interested in something and the way vou can tell doubter, and seen under its most favorable con-

that he breaks his toothpick.

ditions and in telescoped observation time.
it is The film
SLIDEFILM EQUIPMENT reels by. getting into technical details which are
There are competitors, certainly, but General is
put on a different plane.
certain to arrest plumbers and those who recog-
^/te PICTUREPHONE nize their
once in a
significance in the industry, and every
while the laconic Piper snaps the bit
Sales manager Hinkley
use of a commercial film does not
stresses the fact that
mean elimina-
for Training, Sales, wood tion of other types of advertising: designed to
of in two. The tour of the plant ends: in
Demonstrations, Meetings the show room dealer helps are demonstrated, do a it supplements the work of
specific task,
The Only Complete Line of Sound Slide Film the meaning of good will is hammered home, other promotional methods. General Water
Projection Equipment on the Market. What-
ever You ^eed, We Have It. Twenty-Five Ex- the increased profit-possibilities are made clear. Heater does considerable direct mail work which
clusive Advantages. Radically DilTerent. \^ ithout further ado. but with an air of thorough it would be unwise to discontinue. If he were
If'rile us today . . . conviction Piper drops on the president's desk having it all to do over again, though, even on
a handful of broken toothpicks. a smaller budget, he would still have a film
O. J. McCLURE TALKING PICTURES
1115 W. WASHINGTON BLVD. production by tempering other phases of the
CHICAGO, ILLLINOIS Dealer Education Is Esse.ntial
fh.me CANal 49U program.
The running gag not only takes the edge off This firm's motion picture investment
initial
General Water Heater's effort to point out their
Slofi COLOR SLIDE FADING! common mistakes to the plumbers they are
has been more than
recovered. If proof still
hasn't been given clearly, let's put it this wav:
kandid koat trying to educate and the dealers whom they are Out of some 1800 showings, with prints work-
• Prevents color slides from fading— sharjiens definition trying to sell, but forms
it in itself a successful ing longer than Hinkley would like to have them
• Prevents film sweating and rotting
• Pre^rves still nejfativea^waterprooffl. stops blemishes, sales psychology. in use. the first year's presentations brought
mpkes finKer-marks easily removable
Applied with a brush. A bottle will cover 100 slides.
Dealer education is absolutely necessary in more new dealers into the General fold than
Money-back Guaranteed. order to sell better-grade merchandise of any had been accumulated in all the seven previous
$1.00, postpaid. (In California add 3% state sales tax.)
sort. Hinkley and it's a process that
asserts, years.
5184 SANTA MONICA
Kandid Koat Laboratory BLVD.. HOLLYWOOD can never stop. A
motion picture has a mark- \^ ho says there's no "box office "
for business
ed advantage over the discussion and demonstra- pictures?

1301
Business Screen
 1 .

lUe WASHINGTON SCENE

I Continued front Pagf 1 military
means of
technology
these sound
is taught
films.
b\
The
WORDS, PICTURE-PROVED
madf Sanook of the .\'orth. Moana.
Man of Aran, and Elephant Boy.
training films are made chiefly at AfoAe
It will probably be in circula-
Ft. Monmouth. N. J., at \^right

tion when this is published. Another

Field. Ohio, and in Hollywood. Mili-
tary personnel are used chiefly, al-
picture that is expected to make a
though freipiently professionals
deep impression is a picture tilled
are enlisted for a picture, and often
America Builih Ships, in color,
with sound, a tworeeler. made by
professional directors and photog-
raphers are iiuluced to do the big S.V.E. Proiector
the National Defense Advisory Com-
jobs. Model 9
mission for distribution in colleges,
The training film is usually nol 100 waMs for contacf
schools and in other non-theatrical salesmen and showin 95
more than two reels, although the
centers. The Department of Inte- to small groups.
rule is not ironclad. It covers all
rior has made a picture of I'oiier,
a very vivid illustration of the use
services of the Army, aviation,
cavalry, artillery, engineers, infan-
of water cSlled Hydro. It was made
Dam Oregon.
try, medical, in camp and in the

W
at Bonneville in
field. In a general sense the whole
The U. S. Bureau of Reclamation
number
business of films heads up with
has made a of two-rcelers
and one reel pictures, all with
Col. H.
the
.N. Gilbert in the
Adjutant-General in the
office

War
of USE SLIDEFILM PROJECTORS
sound, for technical demonstration
Department here in \^ ashington. Shouiii-i pictures is a simple matter with compact, light
of problems of engineering in con-
The immediate production is under weight S.\.E. Projectors. It lakes only a feu seconds for
structing dams. Ray Dame, who is
the direction of Lieut. -Col. Melvin ihe salesman to thread the film and focus the picture on the
in charge of the film work at the
E. Gillette of the Signal Corps at wall or screen. S.^ .E. Projectors range in size from 100
Department of Interior, has a rec- watts for the contact salesman to 300 watts for showing to
Ft. Monmouth. N. L nder him. in
J.
ord of 12 successful pictures for use larger audiences. S.\ .E. Projectors are standard equipment
Washington, is Maj. Richard T.
in Latin -\merica. He has taken in all leading makes of sound slidefilm units. Send now for
Schlossberg. in the Offices of the
material secured from many sources interesting folder "How to .Show It" containing complete
U. S. Signal Corps. facts on S.>'.E. Projectors.
showing the and the
attractions Address Dept. 4B.
The whole program of motion
facts of life in North America and
pictures, tactical, training, diagram-
has dubbed and scored them in
matic, educational: films for re-
Spanish and Portuguese. The joli
cruiting, for propaganda,
general
SOCI€Ty fOR VISUAL €DUCflTIOn. IRC.
was done particularly for the Slate lOO €flST OHIO ST«€€T CHICAGO • ILLinOlS
and for all the purposes of the
Department, which will distribute
military program, are formulated
the films through the Embassies and
by a Committee composed of high
Consulates in Latin America, and
officers of the Signal Corps, the \d-
which will co-operate in showings at
various North .\merican centers in
jutant-GeneraFs Office, and the Pub-
our neighboring continent. In the
lic Relations Section of the Army. ommonu/ea itk-G.nnouncel
The training and tactical films are
U. S. Bureau of Mines. John Leo-
pold is making a series of pictures.
generally supervised by the division A Sensational Group of
designed specifically to demonstrate
of the General Staff known as G-3.
Recruiting, educational and in-

Ds LuxB CARTOONS
safety measures in mines, and sim-
formational films are planned and
ilar social and technological prac-
tices. The films, however, have so
programmed by the Public Rela-
tions Division, under the direction
much universality, and are so well in
of Lieut.-Col. .-Arthur I. Ennis. of
done that they are often demanded
in broader fields. It is assumed

that the Leopold films will be more

the .\ir Corps. Col. Ennis
of the cleverest and clearest-minded
is one
GLORIOUS TECHNICOLOR
publicity officers in the Government. Now
widely used in the national defense available In 1 6 mm. s. o. f
activities. Sound, color and motion
He has
been responsible for the

films in all these fields are being

production of many trailers as well
.4ilirrrsififd setectitin <»/ pttpitlar Major ('ttntpany suhjeclg
as of the insertion of details in fea-
adapted by Kenneth MacGowan. comprising many <if the famous feature characters includ-
tures produced by the industry in ing "Toonerrille Trolley Folks". -Feli.x the Cat". "Mollr
motion picture producer. for
Hollywood. Mtto. the i'ftir", etc.. etc.
exhibition under the sponsorship of
Ennis" latest great job has been
the National Defense unit for cul-
collaboration in the Paramount 1. Trolley Ahoy
turaland economic relations with
South .\merica. headed by Nelson
picture /Wanted K inffs which is Direct from
2. Bold King Cole the
about due for its World premier.
Rockefeller. deluxe theatre
He has so helped 3. Neptune's Nonsense ''\
in planning two
screens to your
Probably the greatest activity in films produced bv the Signal ('orps 4. Molly Moo Cow & the Indians
the production and distribution and for the U. S. Public Health Serv-
own sponsored
5. It's a Greek Life
inspiration of motion pictures of all programs.
ice. They were made by Directors
kinds by the Federal Government
6. Cupid Gets His Man
John F"ord and Irving Pichel with
centers in the military services. Ob- the personal cooperation of the li.C.A. High Fidelity Recording
viously details are not easily avail- Chief Signal Officer. Maj. -Gen. J. O.
able. The equivalent of the voca- Mauborgne. who went to Hollv-
tional training films have been used wood to consult with the Research
COMMONWEALTH PICTURES
in the .Army since the first X^'orld ("ouncil of the .Academy of Motion 729 Seventh Avenue •
New York
War. Production has been left to Picture Arts and Science. They Major Bowes Variety subjects and other ex-
the Signal Corps. Practically every treat the subjects of venereal diseas- cellent shorts available
tactical phase and every aspect of es and per.sonal hygiene.

Number Four 19 n [31]

 ^

SAFEGUARD YOUR FILMS ome typicoi con m e c r a subjects

FILM INDEX:
I I

THEY now serving many types of sponsors

INSIST
PROTECT
ON 16MM REELS Agriculture Highway Construction
FIBERBILT AND FILM
Tillc: "Indu.'itry anil Agriculture."" Siihjecl: Subject: Construction of a black-top highway.
SHIPPING WHILE
The uses of agricultural products in industry. Sponsor: The Barrett Co. Comment: Sound
CASES IN TRANSIT
Sponsor: E. I. DuPont lie Nemours Co. motion picture.

Asbestos Industry Insurance

LOCAL PKO.IECTION SERVICE
Tillf. on
"Sidelights Siding." Subject: Subject: Causes of industrial fires. Sponsor:
California ami Paoifie Coast — Process of manufacturing ashe.stos cement lilackstone Mutual Fire Insurance Co. Comment:
siding, lieginning with the asbestos filire and Sound motion pictures in color.
ending with a demonstration of the best methods
ALLIED FILM EXHIBITORS, Inc. of applying the siding to houses. Sponsor: The Mica Industry
672 South Lafayette Park Place Los Angeles, • Cal.
Ruberoid Co. Comment: 3 reel, sound motion preparation of mica.
Subject: Mining and
EXHIBITOBS OF 16IIM. HTDUSTBIAIi AND picture in color. Available for local meetings lamp shades.
especially for the manufacture of
PTTBI.IC SEI.ATIONS FII.MS.
of building material dealers and contractors, Sponsor: Mario Manufacturing Co.. New York.
56 exchanges Berrinff 250 commanitles In the
Western Trading Area. and regional meetings of dealer associations

Regional offieei
tliroughout the country. Plumbing
SAK FKAirCISCO • FOBTIiAND • SEATTIiI!
Title: •The Making of American Homes."
Aviation
Subject: How plumbing products are made;

Missouri, Central Illinois, Etc. — Titif: "General Motors in Aviation." Subject:

Production of Allison engines and their installa-
also
in the
ways to
kitchens
increase beauty and convenience
and bathrooms of American
tion in Bell and Curtis pursuit ships. Sponsor: Comment:
Crane Company.
, ,

and
^ the
(uwe^atfe
States of Missouri,
i*t
Illinois,
ST.
and
LOUIS
Arkansas
General Motors Corp. Comment: Sound motion
picture.
homes.
Sound motion
Sponsor:
])icture in color.

420 N.
^ RAY SWANK
SKINKER BLVD.. ST. LOUIS, MISSOURI
Baking Industry
Title: "20th Century Bread Baking." Subject:
Publishing
Title: "A Subject: Produc-
Million a Day.""
magazine publishing plant.
tion processes in a
EXPERIENCED COMMERCIAL DISTRIBUTOR Modern methods of baking bread. Sponsor:
Also Equipment Rental and Complete I& mm. Library Franz Baking Company. Portland. Oregon. Sponsor: Crowell-CoUier Publishing Co. Com-
ment: Color motion picture.
I\ew England — Banking
Title: "S3.75().000 Checks Cannot Be V^'rong."' Science, X-Ray
Subject: The function and travels of a check. Title: "Exploring with X-Rays." Subject: His-
Sponsor: C. E. Broekway. President. First tory of the X-ray and its use in medicine and
National Bank. Sharon. Pa. Comment: Color industrial science. Sponsor: General Electric
film. X-Ray Corporation. Comment: 4 reel, sound
motion picture in 16 mm. and 35 mm. sizes.
Brick Industry and technical societies,
medical
Available to
Subject: Manufacture of brick from the shale science classesand for showing by medical men
pits through the plant, to the finished product. before lay audiences. Haig & Francisco.
Sponsor: Glen Gery Shale Brick Corporation. Chicago, and Adverti-Films. Hollywood, pro-
Harrisburg. Pa. Comment: Color motion pic- ducers. Script approved by American College
New York, New Jersey, Connecticut — tue. 30 minutes sound. Available for free show-
ings before civic organizations and builders.
of Radiology: screen story by George Simons.

Steel
16MM & 35MM Zlc%". '''Arra%T%t Chemistry
school, church showings, supply equipment and operators. Subject: Step by step routine in the manufac-
Full responsibilitY, one-time or long runs in New York, Title: "The Wonder World of Chemistry." fine steel tools. Sponsor: Vulcan-
New Jersey, and Connecticut. Continuous projection and ture of
Have largest local list of the- Sponsor: E. I. DuPont de Nemours Co. Com-
sound-slide film service.
atrical outlets for top quality industrial films.
Crucible Steel Company. West Aliquippa. Pa.
ment: Sound motion picture.
Comment: Color motion picture.
KING COLE'S SOUND SERVICE, Inc.
203 E. 2«lh ST.. NEW YORK CITY LE<. 2-4781 China Industry
Travel, Motor Coach
Subject: Processes in the making of Lenox
Title: "This Amazing America."" Subject: A
china dinnerware and lamp ba.ses. Sponsor:
travelog showing the most outstanding places
Lenox China Co.
and scenes of interest in the United States.
COMMERCIAL PICTURES? Glass Industry Sponsor: Greyhound Management. Inc.. Cleve-
We Hove Pro/ecfed Them for Over 30 Veors
land. Ohio. Comment: .Available for showing,
Title: "Design for Happiness.'" Subject: Better
Complete projection service. 16 or 35 mm. equip- without cost, to schools, fraternal groups, clubs
ment including screen, operator and transportation. and more livable construction of small houses.
Sponsor: Libbey-Owens-Ford Glass Company. and societies. Screen, projector and sound at-
Cinema Sound Service tachment accompany film. 35-minute sound
Toledo. Ohio. Comment: Part of the "Design
580 FIFTH AVENUE NEW YORK, motion picture in Technicolor. (\^'ilding Prod.)
N. Y. for Happiness"" national program originated and
LONGACRE 3-5822 promoted by the Libbey-Owens-Ford Co.
Trucking and Transportation
Title: "Building for Miss America." Subject:
Motortruck
WOMAN SCRIPTWRITER- What glass can do in adding attractiveness to
the home. Sponsor: Libbey-Owens-Ford Glass
Title: "Singing \^ heels."' Subject:
uses bv agriculture and industry, and in national
OPEN FOR RIGHT OFFER! defense. Sponsor: Department of Commerce.
5 years' experience commercial motion
Company. Comment: Same as above.
U. S. Government. Comment: 23-minute sound
pictures and reputable pro-
slide-films with
Government, Civic motion picture. {Produced by Wilding). Dis-
ducers. Can create with eye on budget.
Title:"Cross Connections" and "Back Cyphon- tributed by Automobile Manufacturers' Associa-
Writes booklets, film proposals, conducts
surveys. Knows sales training, consumer ing."Sponsor: New York Health Department. tion. \^'ashington. D. C.. state trucking associa-

trends, and educators' view-point. Comment: Motion pictures. tions and university film libraries free of charge.

Address Box E-3 * Business Screen

Business Scrken
[32]
 '"9h aA *"'^"'ess r - '-'ere .

-W"'-^^'"-""""'
'*^'>/.o,.*. ."""^'^cuW

<^^/
'f^Osf 'fhe
uin,
--00.,""^^^'"^
cej
as

dfe
az-ea Pro vU °^^e I,

ea/r,
^nd
uncr
Wfc Va
es f.
Or '^^x,
"nu m
"^eefi^^ ^^^'e<y
^'Jrr.
°'"^din^
efc
as
'esf fo •as
'^'''•d nfs ''/ve ''^S'V,
a/7<y ^erv,
'ce /, a/
"C'V/V/,
o'l'an*. '^"lec/ „ es.
'" ''' '^od.
*-ep;,^
er
'nocy,
^'•d/e

ADDRESS ALL INQUIRIES TO THE OFFICE OF

THE PRESIDENT —
MR. JAMES C. THOMPSON

THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILDING

NORTH WACKER DRIVE

 »ile should know about feeding the
THEATRE RELEASE family. This message is "put
over" through a number of varied
iCunlinurd jnim I'age If) I

sequences, each o( which empha-

pie throughout the country empha- sizes an important tact on nutri-
sizing the linkage of good health tion. The openmg sequence takes
and proper nutrition. It should he place in the kitchen of a zoo where
pointed out that the necessity for food for animals is being prepared.
popular nutrition education had
.\m\utf.i) (!harts Used
long been recognized by health and
medical agencies —
including the .\s the scene shifts to shots of va- J
sponsors of Proof of the Pud- rious animals, the narrator ex- M
ding. It was the National De- plains the fact that zoo animals are

fense program however, that gave scientifically fed to insure their

IDEAS, like pictures are made up of lights health, .\nimaled charts and dia-
impetus to the campaign that is
now under way. Proof of the Pud- grams are introduced following the
and shadows. ding, along with nutrition leaflets, zoo sequence. These charts list the
posters, and other publicity media, foods that are necessary for good
will constitute an important part of health and show the amounts of
Uncle Sam's efforts to interpret nu- each required. The action then pro-
Let us translate the ideas YOU create to the trition knowledge to laymen in ceeds to a nutrition laboratory
terms that can easilv be compre- where properly fed white rats and
hended and applied for health. improperly fed rats are exhibited
Screen as YOU visualize them. to illustrate the effect of good nu-
NVTBITION DlFFIClI.T SUBJECT trition versus poor nutrition. This
The production of a film on an sequence also emphasizes that our
exact science such as nutrition, is knowledge of nutrition is based on
Experience of twenty years in all phases of fraught with more difficulty than scientific data. Tlie practical ap-
that which attends the filming of plication of proper nutrition is

pictures on more popular themes. demonstrated in a doctor's office

major motion picture production is the
To begin with, the subject matter during the course of a health check-
is difficult to dramatize. Hence a up on a child whose sound physical
rock on which Adverti-Films is built. It is scenario writer, when faced with condition is due to proper feeding.
such a subject is tempted to take
Narratu)N by .^la.n Kent
liberties here and there or to elab-
your guarantee of an effective blend of The varied but well-knit se-
orate more than is necessary on cer-
tain points in order to infuse his quences of this film are skillfully
held together by a running com-
sellins and entertainment. script with the element referred to
as "good theater." So the scen- mentary narrated by .Alan Kent
ario — striving for
writer dramatic and the result is a picture that
effect— and the nutritionist — strikes a particularly nice balance

"standing pat" for scientific ac- between education and entertain-

curacy — must necessarily collabor- ment.
ate on many points and pool their Proof of the Pudding was
respective talents and ideas to pro- filmed for the sponsors by Para-

duce a picture which has the com- mount Pictures. Inc. The scenario
bined virtues of accuracy and en- was written by Justin Herman who
That this ha« be-n is noted for his work in the short
tertainment.
achieved in Proof of th" Pudding subject field. Leslie Roush. reci-

is borne out by the comments that pient of a recent Academy award,

have erected the film uoon its ini- handled the direction. The picture
showings. Nutritionists, and was photographed in Technicolor

ADVERTI-FILMS
tial

scientists in other fields, have under the supervision of Natalie

found the film "accurate and edu- Kalmus. The facilities of Para-
cationally constructive." while crit- mount's Eastern studio were util-
ics of motion picture trade
the ized for production purposes and

press have termed it "a good box- professional actors were used in the
^'Timely as the next tick of the clock" office draw that is entertainin? and cast. The film had its first public
skillfully produced." So it is pos- theater showing in Radio City Mu-
sible for education and entertain- sic Hall in New York City where it

ment to have more than a speaking played for several days to apprecia-
1585 Cross Roads acquaintance! tive audiences. Other leading the-

HOLLY i;%OOD tells

In brief Proof of the Pudding
what every American house-
aters and theater circuits are now
cooperating with the Metropolitan
and the Public Health Service in
presenting the film to the public.
Tlie picture is not aimlabte at pres-
COMING ATTRACTIONS: ent for nonlheatrical purposes.
John J. Boland Neil Cameron Smith * A 1941 Survey on Develop- In line with its established film
menfs in Sound SlideHlm Pro- policy, the Metropolitan charges no
Pmducer-Director In Charge uf Prtnluctian
duction
rental fee for Proof of the Pud-
* Films and the Churcfi: Many
ding. Transportation charges are
new subjects and their purposes
paid both wavs and certain pub-
* Screen Advertising: An
Analysis of rfs Safes Results 6 licity materials, including a one
Records sheet, a window card, a broadside,
and a press book are available.

[34] Business Screen

 spabta ccc dbtritt
HEAiiiaAi=rrias
Office of the Ch&plAla
Sparta, uiBcoaatn

An Actual Report on Amprosound The Aopro Carparatlon,

2^55-51 Borth Veetern Ave.,
Chicago, IllLnola.
May 29» 19'»0

tty dear Kr. HooBon:

After 2 Years Hard Usage It baa bees tvo jeaxa sLnce ve placed
OCT order for Ampro projectors for -jae In the
c«Bf« of the Sparta CCC Dlatrlct. The projec
tore hare prored to be all ve had hoped they
voold be. In the mattera of aerrlee aM dep«o-
• Many projectors appear attractive lablllty. After tvo jeare, repair* are atlll
limited to alnor adjuatseota.

The proJectoTB have prorec thenaelTea to

when brand new. The real test of their be eztraaelj alaple In operation, preeentljv
little If aaj difficulty to the enrollee op-
erator. They do aot daaa^e flls beyool ordin-
huih-in quality and excellence of de- ary vear. Ae sound reproduction Is excellent
and cons latent

sign lies in what users say about them We have aeTer regretted placing our ordei^
with you.

"years later."' The simple straight-

forward letter reproduced to the right,

should speak more persuasively than (WD/vdh

all the sales talk in the world. It covers

the quality of service rendered by

more than 50 Ampro sound-on-film

projectors in the Sparta

C.C.C. District during

the past 3 years.

ji'Ctor —Oderinq
Hodol Y A— 16mm. tound tnltrUt
complete mixing o1

Send for LATEST CATALOG

with 750.100 watt Illumination
iiiund from film
$2S5 compUl'
m icroDhone and
phonograph Mode! XA — wund ipMd
I only)
S345 complptr S2:S compltt*
story
showing complete illustrotod

of Ampro's
hndomentol Feotwos , ——— "I
I

iKS.lli
and Autssorias. j
Vinpro Corporalion ^

TR^Q \ \Vc*torn Ave i.lm'iipo. HI. . ,

AMPRO2T39 N. WESTERN AVENUE, CHICAGO

projeclors.

Nmne
Address
Citv
Slate
_
'

I
1
 NbAb LOUISIANA KJfKb LU/VIKAIMT

"';y

f icfis Mus ^^Ssr

•'«^ ,.:.,,

:4 m jt f vA
;.<^<¥^-
^
\-^-

K- >V
-\- >^ K?'Vy

P^*''

.?,«

:;?
W^i-

A^^ ,.>i*»^'
."^^i-

w^

'S>fe

.>•!

r-^f

'

^
'Except in event of fire, tornado, to the best of its ability,- always.

earthquake or jfet of God" is not "The Fires M^$t Never Go Out"

at all unusual as'''a^^servation in tells a thrilling story. In this talk-

business cont-facl^ However, the ing picture the Arkansas Louisianjj

#
Arkansas Louisiana Gas Co. wished Gas Qlk. Hramatizes the courage

its customSf^ to know that even and endurance of the company'^

such major calamities do not affect employees supported by modem
.#&^ ^-i
e company's determinktioh, to ySfiencfti^yhich keep the company's
giye~Hiniformly satisfactory ^rvi service at the highest eflScien^

JFi*-

r>(e JAM HANDY O/t^anl^atlon

Sales Meetings • Slidefilms • Talking Pictures • Convention Playlets
|ir New Yokk ^ Wilmington ^ Washington, D. C. ^ Detroit ic Dayton •k Chicago
l9 West 44th Street 922 Shipley Street Transportation Building 2900 East Grand Boulevard 31 1 Talbott Building 230 N. Michigan Boulevard 7046 Hollywood Boul
VAndezbilt 6-5290 WUminglon 4-2401 REpublic 8036 MAdison 2450 ADams 6289 STAte 6758 HEmpstead 58C
m IN THIS ISSUE:
941
NEW STANDARDS FOR THE BUYER
;

SLIDEFILM REVIEW; THE DEFENSE MARKETS

 MORE THAN
HALFWAY
DEFT treatment and dramatic lighting eon-

tribute much to modern screen productions.

Unusual effects receive competent support

from the wide latitude and exact uniformity

of Eastman negative films. They always can

be depended upon to meet director and

cameraman more than halfway. Eastman

Kodak Company, Rochester, N. Y.

J. E. BRULATOLR, INC., Distributors

Fort Lee Chicago Hollywood

PLUS-X SUPER-:
for general studio use ichen liitie tight is available

BACKGROr^D-X
for backgrounds and general exterior irork

EASTMAN NEGATIVE FILMS

 BELL & Howell Filmosounds prevent"sour" notes by maintaining,
at the sound drum, the unvarying speed that is essential to faithful

sound reproduction. One of the several precise mechanical devices

which contribute to this perfection, and one of major importance,
is the patented B&H Oscillatory Stabilizer, originated by and ex-

clusive with B&H. The B&H

Oscillaiory Stabilizer and (in dia- mum by its SDubbin;; action. Second, it then
Arrange for Fiimosound demonstration and your ears will tell
a gram) location in relation to sprockets and
its "shon-circuits" any remaining film speed vari-
sound drum. The patented unit has two actions. ations by employing the principle that equal
you why Filmosounds, the only 16 mm. sound film projectors with First, it reduces Blm speed variations to a mini- and opposing forces counteract each other.
the Oscillatory Stabilizer, should present your business films.
Eriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiintiiiiiiiii

FILMOSOUND "COMMERCIAL" Why Are ^llmodxumdU First Choice

of Industrial Film Users?
A compact, single-case, \6 mm.
sound film projector offering It'sbecause Filmosounds have definite /f/z/i values which repay
the utmost in convenience and their slight extra cost many times over. These extra values
simplicity of operation for the include:
busy salesman. It provides PRECISION. Built by the makers of Hollywood's preferred pro-
uninterrupted fifty- five- minute fessional equipment, Filmosounds have the precision that's
showings of theater quality in required to provide the finest sound and picture reproduction.
salesroom, showroom, hotel DEPENDABILITY. Filmosounds are built to continue to give
room, or moderate-sized audi- demonstration results through years of arduous service. They
torium. Has 750-watt lamp, are easy for your representatives to operate. They assure you
powerful amplifier, speaker- that the show utll go on and go on with the showmanlike . . .

FILMOSOUND "UTILITY"
hiss eliminator, "floating film"
protection, and provision for
using microphone or phono-
graph turntable.
Price, only
>
smoothness that helps sales films sell.
STAMINA. For years most World's Fair exhibitors of sound
motion pictures have used Filmosounds. Why? Because Filmo-
sounds havejProrfi/ their ability to stand up under the punish-
$276 ment of month after month of 1 2-hour-a-day operation.
Whether your need is for compact projectors for salesmen to
carrv, or for projectors capable of serving in the largest audi-
toriums, get the complete storv of Filmosounds. I'se the B&H
convenient coupon. Bell & Howell Company. Chicago; New
York; Hollywood; Washington, D. C; London. Establishec/ 1907,
iniiintiiiiMniuiiitiiiiiiiiiiniiiiiiiniiNiinmiiiiniitiiifliitiiiriiiriiiiHiuiiKiinniniiiaiiuiiiiiiiuutiiinwii^

A compact, iwo-case, 16 mm. sound

film projector with even greater FREE BOOK. showmanship. Today's Formula for Sellitig. ..

audience-handling capacity than the brifti)- presents (he facts ever>- businessman should know
"Commercial." It provides the cor- about that effective selling tot)!, the motion picture. Send the
rect operating speeds for both sound coupon for your Copy. With it we'll send you an informative
and silent films, so that silent films circular. How ••«««• ——— — — — — — — «——— — — —— ——i
Bus/'tiess Movies
ma> he projected, too. Controls in- BEI.I, & HOWF.I.I. <:OMPANV
Tell ati J Sell. 1808 l.arehmont A«c.. Chicago. III.
clude a clutch, which permits pro- ( Send J6-paflr. Illustriitcd Imoklrl
1

longed projection of a single frame, ShuutnaHwhip. Tn<las'* Forntuta for Sfll-

ittii nnti new circular. Ifoic RMaiMraa
and a reverse switch, which permits CARTOONS IN COLOR! I'or "•.wtetening" commercial programs, your .Ifotira Telt and Sell.
running film backward to repeat und Con
sure-hit choice lies in cartoon shorts iii/uU color, now available from B&H Send dctalU c I Flln
"i'tlllt;
sequences. The price has recently Fiimosound Library. Send coupon for details . . . and, for quaniiiy price I Send data and prUca on cartoon
< films. Wv maj ni-<

been reduced to only $339 quotations, indicate quantities of subjects and prints needed. about print* each of aubiccta.
I
Nnmc- ,Tltl«

PRECISION-MADE BY

BELL & HOWELL Statv asNO. >-4t

i
 To Business Executives
with the courage to plan
THREE YEARS AHEAD

REGARDLESS of the extent to which your company

is occupied with work for national defense, it is

surely the part of wisdom to start planning for what

If you want proof thai Caiavel may happen one year, two years, even three years
Plans gel results, check with
fromnow . .

American Can Company While we are devoting part of our efforts to pro-
American Viscose Corporation moting and producing vocational training films to
The Bates Manufacturing Company
speed defense, we are also helping a number of
Wallace Barnes Company
Black &
Decker Manufacturing Company large business organizations prepare for all-out com-
Cadillac Motors petition in the years ahead
Calco Chemical Company, Inc.
—By devising long-range training programs, to
S. H. Camp & Company
Cluett, Peabody & Company, Inc.
keep far-flung sales and dealer organizations
Dictaphone Corporation ready to do a top-flight selling job whenever the
E. I. duPont de Nemours signal flashes.
Eberhard Faber Pencil Co.
Ethyl Gasoline Corp.
—By promoting long-range educational pro-
Godfrey L. Cabot, Inc. grams, to create a better understanding on the
The B. F. Goodrich Company part of high school and college students (and
Hart Schaffner & Marx
their parents) of the many benefits which come
Jenkins Bros.
Johns-Manville Corporation to them as a result of the specific services of
Kenwood Mills American business institutions.
Mohawk Carpet Mills, Inc. Both of these programs are designed to meet prob-
National Biscuit Company
National Lead Company
lems that are bound to become increasingly perplex-
Pepsi-Cola Co. ing;and since they cannot be escaped, it is surely
Socony-Vacuum Oil Company, Inc. good judgment to anticipate them with a plan that
Swift & Company
can be quickly adapted to each changing situation.
Talon, Inc.
The Texas Company May we tell you more about these plans— and from
our many years' experience suggest how they may
OR ANY OTHER CARAVEL CLIENT
contribute to the solving of your long-range prob-
lems? A letter entails no obligation— and it may prove
very well worth while.

CARAVEL FILMS INCORPORATED

New York • 730 Filth Avenue • Tel. Circle 7-6112

Number Five I'Ml [5|

You have the advantage of remote "push- large auditorium with equal clarity, brilliancy,

button" control. Slides change in a split sharpness of detail. You have equipment that Single unit, miracle of compactness.
Holds 16 slides. Set automatic as well
second, by a light touch of the button you may be set at "automatic control" with slides
as remote control. Smaller, lighter,
You have, the ad- changing perfectly at set intervals without any inexpensive equipment.
hold in your hand. too,

vantage of interchangeable magazines, each personal supervision. All these features, plus

holding 48 2" x 2" glass slides. You have o pro- low mass production prices, make Selectroslide COMPACT SELECTROSLIDE
jection machine whose wattage potential makes equipment stand out brilliantly from all other

it possible to project slides in an office or a projection machines.

SELECTROSLIDE EQUIPMENT BELONGS IN YOUR BUSINESS

ADVERTISING: Advertising opportunities with LECTURING: Because the mechanism of the
Selectroslide equipment are limitless. Adver- Selectroslide is so accurate, so precise, it is
tising in hotel lobbies, thtater lobbies, cock- excellent for lecture purposes. Colored pic-
tail lounges and transportation terminals, only tures ara projected with sparhling clarity,
a few of the possibilities. DISPLAY: Selectroslide was used extensively by
SELLING: Ideal for strong, dramatic, visual nationally famous industries in exhibits at both
presentations to clients, to jobbers and dealers. the last World's Fairs. Now used for window
Good-will sales talks to the consumer are often displays all over the country with crowd-
illustrated with Selectroslide equipment. stopping effects. Lightweight, easily portable. Built-in
projector, specially designed for ad-
Wrife Today For Free Catalog S-I5 200
vertising and sales promotion.
watt bulb. Forty-eight slides, inter-
changeable magazine.
Manufactured by SPINDLER & SAUPPE
86 THIRD STREET- -- SAN FRANCISCO
Selectn^ailide 811 WEST 7lh STREET LOS ANGELES

[6] Business Scree.v

 SCREENS eiuue*tLf.
iRet'. U. S. Pat. Off.)

DEERE & COMPANY

FOR MS SPARKLING NEW MUSICAL FILM
Packed uilli »eiilinieii(. Iaii<j:hs ami tlirilliii" miisir. "Meloily Comes to
Town,'' is certain to pro> i<le royal entertainment for everyone who
sees it. This new sound motion picture was projiuced in Hollyuood. by
Vi ildin<! Picture Productions, popular Hollywood cast.
Inc., with a
It is one of five films recently Deere & Company for its
produced f€>r

19tl Sales Season To insure perfect projection and thus jiet

full value from its investment in these five films, Deere & (Company is

showing them on Da-Lite Screens. The Da-Lite diallen;:er (shown

. . .

aljove) is one of several models Deere & Company is using;. The superior
liishl reflective qualities of the (^hallen^ier's specially processed Glass-
Scene from "Melody Comes To Town" ahown on a Headed surface produce sharp, lirilliani screen images. Its simplified "all-
Da-Lite Mndel B Screen. Thin m^ip-type hanKinu
screen has Ha- Lite's famous filass' Beaded surface.
in-one" construction and many other adxanced features provide inaxiinuiii
sprinK-roller-motintetl in a metal case, to protect it convenience. The (^hallenfjer can he set up any where in I.t seconds. Ask
from dust when not in use. All si^-es of D«-Lite
Mo;lel B Screens have recently been reduced in price. your supplier about Da-Lite equipment. \\ rite Dept. .iB.S for ('atalo^.

THE DA-LITE SCREEN COMPANY. INC.

2723 NORTH CRAWFORD AVENUE CHIC AG D, ILLINOIS

NiMKKR Tivr. • l')H [71

 {Continued from pu^e four)
has a complete unit for production
of motion pictures, also, naturally.
"/^e WASHINGTON SCENE sible to determine how many new
projectors are required at this lime.
Recruitinp and Training services
enlarged. In the near future the ly about 3.000 persons. The aver-
says the kindest sort of things ahout
present personnel of 1.400.000 is age of 7 personnel per theater are
use the 16 mm projectors. Some
Bisi.N'ESs Screen Magazine. Like are purchased through the Procure-
to be expanded to 2.600.000 or soldiers. The other two hundred
others he says the periodical is real- ment Division of the Treasury,
2.800.000. if the plans under dis- are civilians, including Mr. Murray
istically a thing of practical value others directly by the Signal Corps.
cussion among members of Con- who served in the Army during the
to him: and in reporting these ideas Procurement acts as purchasing
gress are crystalized. \^ orld \^ ar. and. as a professional
here, with permission, should beit agent for all projectors used by ci-
The .\rmy Service is over 20 showman was invited to remain in
made clear this correspondent does vilian agencies of the Government.
vears old. It operates the Army charge of this part of the Army's
so on his own initiative, without These agencies almost without ex-
theaters in every Army unit. It ivelfare work.
the foreknowledge of the Editor, ception use 16 mm equipment. Bids
books all features and shorts and Mr. Murray supervises the buy-
and the correspondent is deeply im- usually are invited twice a year,
newsreels from the standard sources ing, although the formal procure-
pressed with the sincerity of the and a schedule of needs thereupon
sentiment of the persons who volun-
exactly like the socalled neighbor- ment process consummated
is
is published by the Division. The
hood theater. Its expenses are de- through the Signal Corps. The
teer the endorsement. It is genu- agencies of the Government which
frayed by the fee charged the sol- Signal Corps also purchases the
inely an unusual experience in writ- require 16 mm projectors when
dier for admission. He pays 20c projectors for the Recruiting Ser-
ing trade paper news reports. they need the apparatus simply
cash at the door, or buys a book of vice of the Army, and the projec-
Dame is particularly interested
coupons which reduce the cost to tors for the Training Section. It
make requisition of the number
that his professional friends should they want under the published sche-
14c per admission. The theaters is estimated roughly the combined
watch for Hydro, the latest Interior dule at the price indicated in the
seat from 300 to 1.500 persons. The needs of these services will exceed
production. It shows how the mas-
theatrical service employs national- 1.000 projectors. It is not pos-
schedule. The 35 mm projectors
sive power developed at Bonneville, are on open requisition;
bought
in Oregon, on the Columbia River, that means no contract has been
puts into use the vast resources of let to any bidder on any existing
lumber, metals, and other natural Procurement schedule. It is ex-

resources in the Pacific Northwest. plained the purchase of 35 mm

It is a three-reeler. with color, and equipment is relatively small.
music, the script by Stephen Kahn.
and direction by Gunther Fritsch. Film on Subcontracting
Dame, with his organization of 2 Arch A. Mercey. of the Presi-

cameramen and 18 other person- dent's immediate staff in the Office

nel, is now engaged in scoring a of Government Reports, has just

number of revived films for use in finished a 10-minute one-reeler.

South America. They must be done Farming Out Defense Contracts. It

in Spanish and Portuguese. The shows how the country is getting

difficulty in Government is to se- ready for the Big Job in small
cure the men who can speak idio- machine shops, particularly in mak-
matic foreign languages, who know ing airplane motors and sheet metal
North America so they can make work. The subtitle defines the pic-

graphic comparisons between South ture as the story of Subcontracting

American outstanding interesting — Bits and Pieces.
points and similar points in North Social Security Releases
.\merica. and who can be employed « endell S. Gibbs is Chief of the
at the salaries the U. S. Civil Ser- Radio and Motion Picture Section,
vice allows for the job. Usually Social Security Board in Washing-
the Civil Service pay-rate is less Part of the Social Security
ton.
than half they can get in private
program coordinates with the Na-
employment. OF THE SLIDEFILM "MAKING COWS PAY" tional Defense agencies. These

PRODUCED FOR ALLIED MILLS, INC. Social Security films. 16 mm, either
Army's 400 Theatres color or black-and-white, usually
—
>
The .\rmy Motion Picture Ser- Here Are Typical Comments From Field Representatives: Two items were
are two reelers.
vice, R. M. Murray, general man- *^A dairyman slated our picture told a complete stor>' in released in .\pril. The emphasis
ager. Room 400. Tower Building. 25 minutes, whereas competitive salesmen took up half a in these pictures usually is on em-
plovment. and on the problems in-

>
\^ ashington, D. C, operates a chain day of his time."
of 400 picture houses in the posts, nate in the Social Security program.
**Most effective merchandising help we have ever had. . . .

army bases. Air Corps stations, They are distributed, in lots of sev-
The picture played a very important part in helping us
camps and cantonments, scattered make sales and put over our feeding program.'' eral hundred prints, through the
around the United States, its Terri-
tories and Possessions.

theaters
160
in
houses
Each house
has at least two 35 mm projectors.
There are now actually 240
operation.
will be in
The
operation
Army
other
> *^he

Burton Holmes Films

employees the information ef-
slidefllm gives dealer
fectively in a few minutes and is far superior to any
method we have had in the past for training men.**

slide film for Allied Mills, Inc.

is now producing a second sound
500 offices of the Social Security
Board around the country, and are
shown at labor meetings, in Social

Security assemblies. Kiwanis Clubs,

and similar
Treasury New in Films
outlets.

within 90 to 120 days. Mr. Mur-

ray states contracts have been BURTON HOLMES FILMS GET RESULTS The latest film addition
Federal Government is in
to

the Treas-
the

made for supply of all pro-

the
48 YEARS OF SHOWM.\NSHlP ury, where the Defense bonds and
jectors. There
is, however, appar-
stamps sales are being picturized
ently some question about the actual
under direction of Howard Dietz.
status of the contracts. pos- author, playwright, song-writer, and
It is

sible there may be a need for ad- BURTON HOLMES FILMS, INC. publicity man for Metro-Goldwyn-
ditional equipment. PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY whom he was loaned to
Slayer by
There will definitely be need for 7510 North Ashland Avenue • Chicago • Telephone ROGers Park 5056 the Treasury. He is assisted by
more equipment when the Army is Carlton Duffus of the same studio.

18] Busi.NESs Screen

 DESIGNED FOR YOUR SALESMEN
^r

M'

„. Fin- '"
''
\^,-,^!^-^

<r^

\%*i\

. ftPtR^»*^

Most Portable ^ Easiest Operation

Greatest Film Protection
*•!
You will win the thanks of your sales-
'A. men — and orders from your custom-
f^ ers by selecting the New Victor 41
Animatophone for your sales work.
Every salesman will delight in its easy portability and
dependable, easy operation —
its picture clarity of

your splendid products and ingenious manufacturing

processes — its true sound reproduction of your sales

manager's voice. See Victor's remarkable demonstra-

tions. Write for details today, to Dept. E-l.

^^-^^^." ^ ^ ^ ^.
ANIMATOGRAPH CORPORATION, Davenport, Iowa
0\%in\iuior% throughout the World
 GET THEIR

-POSITIVE LY!
Your product, or your client's product, likely is designed for a
specific market. If it's farmers, for instance, you want to sell
thatmarket and sell it hard. That's one of the big reasons for
using a sales message on film — to get the undivided attention
of specific prospects.

But can you be sure your talking picture will be screened in

the right place, before the right audiences, at the right time? GET THE FACTS!
Now it's easy and positive. You select the localities, the The records of our film distribution
and showings will open your eyes
audiences, and the time, and let MODERN control the show-
to the advantages of talking pictures
ings. The MODERN plan assures proper screening of your shown by the MODERN plan. In-
sound film and dependable reports on iiho, ukere. ivhen and vestigate fully, now,
your present
for

hoiv many of each audience. and future films. Phone Circle

6-0910 in New York or write us
What does this complete service cost.' How much does it pay! today.

Reg. U. S.

™de
MODERN TALKING PICTURE SERVICE, INC.
9 ROCKEFELLER PLAZA • NEW YORK, N. Y.

(101 Business Screen

 S^MKriE>iiIBII)Si®iffiftriMIl IBWinilE

WASHINGTON. D. C. —The vocational education this kind of production and spending could
motion pictures, in process of making under the serve no good end for the commercial produc-
sponsorship of the U. S. Office of Education, S4 ^tea'J 'Mc/w, / tion business, for the business sponsor of a
are regarded as a new adventure in Government picture does not wish to buy things whose cost
film husiness. Dr. C. F. Klinefelter, assistant to cannot be gauged accurately in advance.
the Commissioner of Education, says pro-
L'. S. on the Vocational Training On the other hand, seeking to avoid this ex-
duction arrangements are hased upon the faith travagance. Government has bought production
Film Program of the
that there is integrity and honesty in the every- on a competitive price basis which proved
day transactions between the Government and U. S. Office of Education equally unsatisfactory because they got pictures
business men. that were cheap in every sense of the word.
In a sense these pictures are a yardstick of The new formula stated bv the
contract
the Government in the industry, produced the
commercial intelligence: they are really mile- L'. S. Education has another aspect
Office of
result.
stones in more ways than one. They represent that should be most helpful to the business of
Sets Standard of Cooper\tion
an entirely new way of making motion picture commercial production. The new contract spe-
The formula means that Government may
contracts, and they furnish what the Govern- cifies financial responsibility. A producer must
purchase motion pictures reasonably, not cheap-
ment considers a model for future film produc- be able to prove his responsibility. If a pro-
ly, that it may practice proper economy, but
tion contracts. The essence of the incident lies ducer cannot demonstrate ability to complete
not penny-pinching stinginess or extravagance.
in the fact that both the manner of making the a program without help, the Government re-
It provides a sound, sane method by which
contract and the form of the contract itself is serves the right to reject the bid.
The Govern-
the Government may indicate what it wishes
a pacemaker for all tho.se who sponsor business ment does not look with favor upon irrespon-
to spend and find out what it may get before
films, and even may be the breaking of new trail sible free lances. It knows that commercial

for the way of establishing criteria in many it The

adventures on an unlimited enterprise.
sponsors have frequently had the experience
same formula clearly permits the motion pic- of finding their productions at some advanced
other lines.
ture producer to determine what he may decent-
New Formula Is Established stage where the free lance ran out of funds,
ly do for the money he has to spend. It makes
It is particularly fortunate that this unique and the only way they could save their invest-
the job cooperative as tcell as competitive. It
experience should happen in the commercial ment was to finance out of trouble the adven-
motion picture industry. It is also especially
is a blending of intelligent cooperation and turer who could not live up to his promises.
noteworthy that the people in the Treasury
competition. One limits the other. Too much Permanence in Staff and Facilities
competition is a cut-throat business, and too
Procurement Division should feel that the re- This Government contract formula leads to
sults of this bidding competition are almost
much cooperation kills initiative. They are very the inevitable conclusion that producing or-
without hopeful here that the larger aspects of this
parallel. ganizations are dependable if they have perma-
The considered Wash- experiment will have profound effects upon the
specifications are in nent staff facilities, peoplewho are trained as
ington as a model for a long time to come in whole socio-economic system of this country. part of an existing and continuous organization,
It is very realistic, very practical, very business-
negotiating contracts for production of com- not units created in haste and hurry with the
like, and at the same time it is idealistic but not
mercial films. They are unique for their clarity. sponsor's money and on the sponsor's time. The
starry-eyed.
precision, comprehensive charac-
and for their new contract also provides that the producing
Ends Extrwacance
ter. They leave nothing out that should be in- in Costs unit have ample and abundant facilities mean- —
cluded in such specifications, and they define There is no doubt that these U. S. Office of ing cameras, sound equipment, lighting, direc-
everything so simply and so clearly that the Education specifications wipe out the old sys- tors and all the necessary professional help. It
very job of putting them into words itself is tem of boundless extravagance in producing stressesthat the professional help must be of
a notable achievement. Every business man Government pictures. The extravagance was indubitable professional quality, and that the
who sponsors films, or who makes films for his not deliberate, nor was it basically improper. equipment and facilities must be sound and
own purposes, should study those specifications. It was simply the absence of plan, the lack of well-maintained. All comers were permitted to
A copy undoubtedly available to any one
is clear, business-like, thinking. The motion pic- bid but in doing so they represented that they
who wants one if he will write to Mr.
really ture was classified as an artistic irregularitv. were truly ipialified with working capital,
Clarence (). Sayler at the Procurement Division. as something not subject to the controls and owned facilities, staff personnel, and bv experi-
Treasury Department. \^ashington. f). C. limitations of business. WTien a Government ence. I Ed. such
representations seem
note:
These specifications, or bid-invitations, \\ill agency embarked upon a picture it expected Id have been accepted at face value in this first
serve as a model Government formula here- to keep on spending without very much plan tran.saction. Because of the exigencies of na-
after. They follow the years of groping and until the picture was finished. The principle tional defense it was felt that reliance could be
uncertainty that has characterized the business was neither good for the picture business nor placed on the patriotism of all bidding. The I

aspect of making Government motion pictures. for the Government. But since it was considered liidders must be able to show that they had pro-
This fogginess was not due to the absence of a inseparalde from such indefinable enterprises duced at least ten pictures of the same general
sincere desire to find a workable formula. It like the motion picture it was regarded as a character and quality as those defined by the
just happened that until the U. S. Office of Edu- good outlet for W"P.\ spending, for the boon- specifications.
cation job came along there never was a care- doggling that supported the unemploved in Vt ith the specifications came synopses cover-
ful, concentrated, unified effort to think the the days when jobs were scarce. That is the ing five typical pictures, to serve as a basis for
problem through word. The urgencv
to its final reason for the large sums spent on some of the To steer clear of the pitfalls
<-sliniating costs.
of the defense effort, and the combination of un- feature motion pictures of a few vears ago that of competitive scenario writing, which so often
usual men in the Government and outside of achieved some national reputation. Obviously (/'lease turn to the next pape)

BY ARNOLD KRUCKMAN • WASHINGTON CORRESPONDENT OF BUSINESS SCREEN

Ni.MBER Five • 1941 [11]
{Continued from the previous page) were just as enthusiastic about the formula as
the mistakes of p.sychology. the
errors of ma-
lias lead to mere typewriting contests w itlioiit re- the least business-like in the group.
chine shop mechanics. We know that
gard to relative ability to actually produce, the mo-
tion picture producers will
First Pictlres in Production give us the best
each bidder was required to write instead a
anil themost we can buy for our money. W hal
production treatment-outline of one of these i am frank to say we must still regard the WE must do is to make certain that we
also
five pictures, this outline to specify the number incident as an experiment. It is obviously an are providing the best that is in us
of scenes, the total number of camera and our
ansjles. experiment in a new way of doing business associates.
the amount and type of animation, sourul. roni- as well as in devising new specifications for Excellent Technical Staff
menlary. and dialogue. the making of a motion picture film on a pure-
'I ihuik we are particularly fortunate that
rreatmeni had to be formulated according ly commercial basis. No experiment emerges Mr. Floyde E. Brooker.
our visual education
to pedagogical technique. Two basic camera from the realms of trial until the product is
specialist, has the valuable help of .Mr.
locations were specified. The contractor was J. W
finished. \^'e are now finishing only the initial
Barritt. Mr. Barritt
an expert mechanic spe-
is
required direct and produce;
to to furnish step in the experiment. \^e are making the first cialist who knows machine shop, and the
a
commentators and actors, sound effects and two of five pictures each, and these will
sets
work of the people in a machine shop, as well
other detail.s. He had to deliver a completed constitute the first ten of the series of :^0
films. as the motion picture producer knows the
These field
job. Each bidder was required to represent that first pictures in themselves are an ex-
of films and cameras and shooting angles.
be possessed ample net liquid working capital tremely important link in the experiment. Mr.
\^"hal Barritt has written textbooks on the
and banking accommodations, .^nd each bidder -Mr. Brooker and Mr. Barritt are now doing subject
in that are standard and respected in several
was required to represent that his facilities coun-
Detroit and New York with the help of
City,
tries. And I think he has the natural instinct
were free from prior production claims by an advisory council of teachers in each of
these of the teacher. We are very fortunate, also,
iheatrical undertakings. cities, will give us the test tube for
the rest of in having the advantage of the counsel of Mr.
the series.
Films Needed Swiftly for Defense Clarence 0. Sayler. Purchasing Officer and Com-
"We will take these first pictures and go over modity Group Chief, of the Procurement Divi-
them with a comb
"W e consider the experience novel." declared fine-tooth for the bugs. We sion. He has hefped us through all the early
will not primarily look for motion picture
Dr. C. F. Klinefelter. "The whole episode is flaws. stages of conference and study, and he
unique. The bid-invitations and the process of
We are quite sure the
technology of produc-
has
largely been responsible for drafting the spi
tion will be fine. The bugs we propose to
finding the formulae for the bid-invitations is a cifications which have been found to
hunt down are the mistakes of be ^.r
departure from the usual. The whole experience pedagosy. satisfactory in crystalizing the work."
IS an effort to secure a meeting of minds on a
basis of sincerity, integrity and complete hon-
esty. \^'e gathered in our conferences preceding

ihe formulation of the specifications, and we

tut through the conventional surface and got
doH n to essentials. \^ e sought to make films
PRODUCER QUALIFICATIONS AS OUTLINED
swiftly for the national defense, we sought to IN THE VOCATIONAL FILM SPECIFICATIONS
make good and we sought to make films
films,
that would do exactly what was needed: teach.
Also we sought to make films without wasting
money, but at the same time without mulcting
4. HNANCIAL RESPONSIBILITY
the manufacturer who produced the film. \^"e The bidder shall have ample net liquid working capital and
banking accom-
could, of course, have drawn up the usual modations in the name of his contracting company, and will be required
iron-clad contract, the sort of contract that to
submit acceptable evidence thereof.
gets the absolute maximum performance for an
absolute minimum of expense.
5. STUDIO AND EQUIPMENT
Common Ideal of Patriotism
The bidder must have under his command, either by rental or ownership
'"But as we around the conference table
sat studio facilities adequate for the production he
undertakes, and these facilities
it became quite apparent that the representa-
must be engaged under the terms and conditions which give
tives from the motion picture industry were the purchaser pro-
animated by exactly the .same ideals of honestv. tection from the intervention of any priorities of
theatrical undertakings, radio
sincerity, integrity and patriotism that possessed engagements or other conflicting interests. Such studios must be supplied with
the rest of the members of the conference. They camera, lighting and sound etpiipment in current use and good maintenance.
gave the best that was in them, their best
thought, most disinterested counsel, and
their
their knowledge and professional talent.
6. PRODUCTION STAFF
\^'e
learned naturally and openly that it would The bidder must have at his immediate command a permanent staff consisting at
not be good sense to invite the lowest bids on
least of production heads of the various departments involved in educational
the basis of price. \^'e learned that the business
and industrial motion picture making.
of producing films would respond better, for
itself and for us, if we frankly put the problem
this way: given a certain amount of money 7. EXPERIENCE
we can spend, what can you give us? .And the The bidder's personnel must be qualified by previous experience
with work of
bid-invitations, the specifications, were devised
the general character undertaken and with the special techniques required, for
along those lines. You will notice that the bid-
invitations specify the particular responsibilities which they will be called upon
we can spend so much for to assume. The
this kind of film, and that we might spend so bidder must have had continuous experience in the business, during
which time
much for that. This formula was the fruit of he must have produced at least ten motion pictures satisfactory to the purchasers
the completely unanimous thought of the rep-
that were of the general type and character of the work recpiired by
resentatives of the motion picture business, of this invitation.

the U. S. Office of Education, and of the Pro- Such experience is essential if product quality is to be maintained and production
curement Division of the Treasury; and I am is to be scheduled in a way to assure full and satisfactory deliverv on time.
glad to say that the representatives of the Pro-
curement Division, men who are used to all the
twists and turns of hard-boiled business buviu".

[12]
Business Screen
# Having prodlced one of last

year's oulstanciingcommercial film

attractions in the stellar-cast, enter-
taining sjjnd motion picture fea-
ture Blame It on Lore, the Hotpoint

Company lias blazed a new trail in

the industry hy undertaking a per-

sonal interview survey among
women members of audiences who
saw the picture under local retailer
auspices last fall and winter.
The survey was undertaken un-
der the direction of the sponsor's
agency. Maxon. Inc.. whose Chicago
vice-pre.sidenl. -Mr. L. J. Sholty. PERSONAL INTERVIEW SURVEYS
supervised both production and dis-
tribution of the picture. Following
SHOW HOTPOINT FILM RESULTS
the agency's experienced procedure
in previous surveys, the interviews
were laid out on a carefully pre-
arranged pattern, calculated to A COMMERCIAL FILM AUDIENCE SURVEY
bring the most accurate results on
a variety of subjects presented in you remenihpr the
J. Dtt title nj this picture?
a total of four hundred interviews.
Resilts Exceed Expectations
Results far exceeded any previ- Yes __

ous expectations. One hundred in-

terviews were made in each of four
carefuly selected to\\ns where no
previous local advertising had been
featured to any degree. A mini-
mum of three and. in at least one
instance, four months had elapsed
since the showings of the picture.
Yet 24. 2*^ remembered the title
of the film: 88.8% said that they
liked it: and 'ii.6% answered af-

firmatively to the statement "It

made me feel that some day I

would like to have a Hotpoint

range!" A significant added factor
was the 1.2% who were actually in-
fluenced to buy a Hotpoint range.
A final and conclusive result is
contained in the percentages which
affirm the retentive value of motion
picture selling. To the query
"What was the name of the range
featured in the picture'?"' 60% cor-
rectly responded with the name
Hotpoint. Eight other brands ac-
counted for only 5.2%. while
34.5% said ""don't know." This was
considered a highly important ques-
tion. Three months after having
seen the picture, a high percentage
of the audience could name the
product.
CoMP\RED TO Re\DER SlRVEVS
One of the most significant fea-
tures uf the survey made on the
Hotpoint film was in determining
audience opinion, as well as re-
action. Reader surveys of advertis-
ing give some indication as to the
number of people who saw and
read the copy but such surveys do
not give any indication of the re-

action or opinion of the readers.

It is entirely possible lo have an
advertisement show a high reading
and still not biiihl good will for
the company.
In the case of commercial films
it is even more important that the
 DEALER EDUCATION
Note: General lifting includes
films priviarilif intended for dealer
showing with sales training of re-
tail salesmen; a secondary purpose.
^^1 tlt^^^plA^

Building Store Traffic Into In-

CREASKu Sai.es —
National Dairy
(Sealtest). 117 frames. Purpoae:
Healer sales tips based on nation-
al advertising power. Shown to
retailers by Sealtest repr. (Atlas)

By Popular Request — Kelvinator

Leonard Refrigerators). 70
frames. Purpose : Dealer training-.
Utilizing new color process; un-
usual animation attracting spe-
cial interest among dealers. (R.R.)

Caught Between the Question-

—
Marks The Massey-Harris Co.
96 frames —
Product and Sales
Training. Subject: Product in-
formation on the new small
Massey-Harris "81" tractor, re-
cently added to the line. Purpose:
To tell the product story of the
"81" tractor to Massey-Harris
dealers and salesmen, and to pro-
vide a selling tool for these men
to show prospects. (A.S.)

Condition Trucks to Keep Them

Moving —Ford Motor Co. 95
frames —
Dealer Development.
Purpose: To explain the need for
and the benefit of reconditioning
used trucks for turnover. (A.S.)

Drug History in the Making —

Produced for the Pepsodent Com-
pany on new product announced
to the public in January 1941.
Program was designed primarily
to be shown to drug distributors
as well as owners of drug stores.
Bob Hope was utilized in this pro-
gram as a tie-up between the na-
tional advertising and this direct
presentation to consumers. (Ps)

Making Sure of Service Profits—

Minneapolis-Moline Power Imple-
ment Co. 116 frames Service —
Promotion. Purpose: To give the
M-M dealers a practical plan for
putting their service shops on a
profitable basis. It shows all ways
in which this can be done. (A.S.)
Meet the Champ — Ford Motor Co.
116 frames —
Competitive Com-
parison. Purpose To acquaint the
:

Ford selling organization with the

superiorities of the Mercury car
over price class competitors. (A.S.)

Price Control Means Flour In-

surance —
General Mills. 189

Part One: 1941 Annual

Review of Production
In the.se pages we begin the
annual Business Screen sui-vey
of slidefilm trends; Part Two
will enlarge the titles covered;
it will also include special fea-
ture articles listed below with
several added pages of charts
and diagrams. Equipment will
also be listed. Watch for:

CHOOSING A PRODUCER
SYNDICATED
SALES TRAINING FILMS
SAFETY EDUCATION
COLOR AND YOUR
SLIDEFILMS
 receiving tubes are made. Film is the importance of service in keep-
an integral part of a well-planned ing GMC
trucks moving. (A.S.)
merchandising program to all job- The Application of Sheetrock —
ber salesforces. (Vf) 30-minute programUnited for WHERE CAN I USE SOUND SLIDEFILMS?
Vacation by Truck Ford Motor — States Gypsum Company showing
Co. 121 frames —
Sales Training. possibilities of Sheetrock used for ttide range oj uses to which slidefilms nuiy be put
Purpose: To encourage Ford new- re-modeling homes. Program was is revealed in this report on recent productions.
car salesmen to sell Ford trucks designed primarily to be shown to
and commercial cars, and to show carpenter contractors, lumber Home Appliances Manufacturer Poultry Wholesaler
them how to do it. Auxiliani Ma- dealers, and sales personnel of 1. Direct selling 1. Discussion of Egg and Poultry
terial: Artwork and copy used in sponsor throughout country. (Ps) 2. Sales Training in the Facts Procurement to Sponsor's Buy-
Ford house organ and truck bul- about Electric Ranges ers
letins. A special follow-up book- 3. Explanation of Preparation of 2. Explanation of Functions of
Foods with Electricity
let was released. (A.S. PUBLIC RELATIONS Buyers
Grinding Wheel Manufacturer Automobile Manufacturer

SERVICE TRAINING Behind the Scenes Association of — 1.

2.
Direct selling
InstitutionalGood Will
1. Discussion of Engineering Back
American Railroads. 189 frames. of Sponsor's Product Ad-
Purpose: To get across to rail- 3. Explanation of the Development dressed to Salesmen
An Ounce Prevention Ethyl
of — road and public groups the accom- and Present Manufacturing
2. Discussion of Workmen and
Gasoline Corp. 139 frames Ser- — plishments of the railroads from Processes Involved in making
grinding wheels
Factory Employees Back of
vice Procedure Training. Subject: the standpoint of improvements Sponsor's Product
General information for the farm in handling and planning in every
4. Proper Use of Grinding Wheels
0. Safety in Using Grinding Office Equipment Manufacturer
tractor owner about the things he phase of their operations. (Vf)
Wheels
must service on his tractor him- Better Letters —
U. S. Dept. of
1.
2.
Institutional
Direct Selling
self. Emphasis was on the ser- Agriculture, Bureau of Agricul- Heating Eijuipment
3. Explanation of Modern Busi-
vice of the tractor engine. Pur- tural Economics. 84 frames. Pur- Manufacturer
pose: To provide service informa- ness Methods
pose: To teach various branch of- 1. Direct Selling
tion to farm tractor owners and
4. Presentation of Entire Func-
fices of Dept. of Agriculture how- 2. Information to Salesmen
tion of this Sponsor's Product
to indirectly build goodwill for the to w-rite more informative letters, 3. Explanation of Principles of
Presentation of this Sponsor's
Air Conditioning in the Home
.3.
Ethyl Gasoline Corporation in the pointing out loss in time and ill-
farm market. Auxiliary Material: Products as Accessories to Mod-
A large tractor service wall chart
will engendered by poorly con-
ceived letters. (Vf)
Newspaper and Magazine Sales ern Business Machines Ex- —
Organization plaining how they work with
for distribution to the audience
after the film was shown. (A.S.)
Garden for Defense National — 1. Sales Training of Newsboys the entire field of business ma-
Garden Bureau. 48 frames. Pur- Explanation of Business Funda-
Keep Them Rolung General Mo- — pose To show gardening pleas-
:
2.
mentals to Newsboys a.
chines
Selling office employees on the
tors Truck & Coach. 103 frames ures, methods, etc. Shown to benefits of sponsor's products
— Combination Sound and Silent w-omen's clubs in connection w-ith
Paint and Varnish
Manufacturers 7. Selling Management on the
Ser\'ice Training. Purpose: De- "AH American Home - Making"
-
Training of Paint Dealers in benefits of sponsor's products
signed to show the importance of program. (A Kodachrome silent
1.
use of Sales Helps Furnished 8. Trip through sponsor's plant to
preventive maintenance to suc- subject). Spinn & Associates, pro-
by Sponsor show greater care and exacting
cessful truck fleet operation. (A.S.) ducei-). standards in manufacturing
Rolling Wheels General Motors — Looking Forward — Social Security
2. Training of Painters and Con-
processes
Truck & Coach. 89 frames Ser- — Board, 127 frames. Purpose: To
tractors in Use of Decoration
Suggestions Furnished by Spon- 9. Explanation of proper methods
vice Training. Purpose: To show explain to the citizen how- the for using sponsor's products
sor
Social Security Act works for him Explanation of Use of Color in
3. Food Retailing Organization
and what his values are in it. A the Home 1. Trip through main office and
NASH SHOWMANSHIP thorough explanation of benefits
from the standpoint of the em- Building Materials plants to acquaint employees

• When yol"ve invested some ployer and the employee. (Vf) Manufacturer w-ith their own organization —to
84.(100.(X)0 in developing a brand Perfect Shipping —
Shippers Ad- 1. Sales Training for Factory
Sales Representatives
better enable
retail customers
them to sell their

visory Boards of the Association

new product that you firmly be- 191 2. Sales Training For Contrac- 2. Sales training
of American Railroads.
lieve is the hottest thing of its kind tors 3. Direct selling to housewives
frames. Purjiose: Addressed to
3. Sales Training for Jobber Sales- 4. Institutional good will
on the market, you'd be a sluggard Shippers Advisory Boards com-
men 5. Sales training in overcoming
indeed you didn't try to give that
if posed of shippers, carriers and
4. Film Sales Convention Mate- the price objection
product a running start in life. -\nd manufacturers to get across the
rial to Standardize Program 6. How to handle the new cus-
importance of the proper contain-
that was exactly what Nash Motors Material tomer
ers, proper packing and proper
Division had in mind last summer 5. Trip through Plant to Show- 7. Explanation of using premiums
handling to effect an even better
Standard's Control in selling
when the lime approached to pre- record in cutting losses in freight
6. Presentation of Advertising 8. Instruction in the proper use
sent the brand new Nash "600.'' shipments. (Vf)
of these premiums in the home
(Additioual listings next month.)
Program
For a number of reasons, it was 7. Presentation of Sales Plans for greatest advantage
impractical to hold one big dealer KEY TO PRODUCERS: (A.S.) Asso- 8. Film Discussion Analyzing 9. A pre-planned sales meeting to
elated Sales Co., Detroit; (Atlas) Atlas explain the goal of an anniver-
meeting at the factory in Kenosha or Ed. Film Co.. Oak Park. III.; Brobuck. Prospects in Building Field
Inc., Chicago, Detroit, New York; (Ps) 9. Explanation of Proper Methods sary year to the scattered
the headquarters in Detroit. So the Photosound Div. of Sarra, Inc.. Chi-
cago: (R.R.) Ross-Roy. Inc.. Detroit; of Application of Products branches of this sponsor
alternative, thought General Sales (Vf) Vocafilm. Inc.. New York City. 10. How- to do waterless cooking in
manager A. Blees. was to take
Mfr. of Dry Cleaning Solvent
\^ . aluminum- ware
1. Explanation of the Entire Pro-
meetings to the dealers. Thai meant 11. How- to prepare foods in china
cess of Dry Cleaning
show, playing from Prismacolor Prevues cooking ware
a traveling 2. Direct Selling to Housewives
The story of growth,
coast to coast. It meant, probabh. New Color Method 3. Sales Training of Dry Cleaning
12. coffee, its
its roasting, and its proper
the largest and most complete trav- Having been privileged to Route Salesmen
preparation
observe several years of
had ever been
eling convention that the Mfr. of Auto. Service Equipment
research and development
1. EHrect Selling of Equipment This summary courtesy of
taken out by a manufacturer. It
which preceded our visit last Haig & Francisco. Producers
new laboratories 2. Discussion of Good Business
meant using showmanship at its best month to the
Station
Principles in Service
to achieve a business objective.
and plant of Prismacolor in
Chicago, we are the more im- Operation
So it was that early in June, pressed with the sincerity of 3. Explanation of Methods of
through the facilities of Associated this which is now
program Operating Equipment
nearing the formal announce- 4. Training of Jobber Salesmen
Sales (lompany. Inc.. writers went
ment stage. Prismacolor offers
to work building a show. Skits and a new camera and proje(:tor Ice Cream Manufacturer
playlets had to be written, speeches
for Nash executives outlined, sets
and scenery designed, actors hired
and rehearsed. Novel ways had to
be found to present understandably
which can produce and project
a complete slidefilm in glowing
natural color under hlack ami
u'hile cotidilions of cost and
speed. Within a few- hours a
subject may be screened in ac-
curate color at economical cost.
1.

2.

3.
Sales Convention on Film
Presentation
Material
of .Advertising

Sales Training of Route Men

and Salesmen
Q 1

l/'/cn.sc turn to next pa^c) I Illllllllllllllllllllllllllllllllllllllllllllllllllll

Illlllllllllllllllllllllllllllllltillllllllllllllllllllillillilllllllllllllllllllllillllllllllllllllllllll"! ^1

Number Five • 1941

(Continued jrom the previous pa^e I was exposed to criticism of many
such features as the body construc- groups of supervisory experts, both
tion of the new car. its type of before production was launched and
spring suspension, the "bed-in-a after its completion: thus the film-

car." and the "weather eye.' had made good under fire even be-
Nash's advertising agency, Geyer. fore the first showing in the field.
Cornell & Newell, had an outstand- Six Films in the Series
ing advertising program ready to
The six films in the series Tlif
break. That program should be
Foreman u.v un Executive. The Fori-
presented to the dealers in the most
man as a Teacher. The Foreman //,\
effective way possible so a full
(I Leafier, Letting the Men Knini
color movie was written and pro-
II here They Stand, The Reprimand.
duced.
and Handling the Grievance, con-
Music had to be arranged for
stitute a course in human relation-
and worked into the show. The-
ships applicable to all sorts of ac
aters and hotels had to be engaged
tual shop conditions. The Foreman
in 11 cities across the country.
is well able to see the films and ex-
Every producer
detail that faces the "
claim ""Why. that might be me!
of a Broadway show going out on
Although the films in the order
tour was met. .Vnd the show went
given above are designed to form a
on.
consecutive series in which one sub-
Paced by snappy music, the first
ject naturally leads into another: it
half was a dramatic buildup to the
is not necessary that they be used
unveiling of the new car and an
in any particular order, for each
interesting description of its fea-
film is an entity unto itself. Each
tures by a Nash executive. The TRAINING MEN IN INDUSTRY through improvement of the foreman's technique
is accomplished in the six Vocafilm-produced Supervisory Relations sound slide- film is fifteen minutes in length and
second half of the program included films described below.
is accompanied by discussion manu-
the advertising presentation in col-
als for the use of the conference
ored movies and the story of how-
leader, bibliographies listing perti-
to merchandise the car. done by
means of dramatic skits.
FOREMAN TRAINING SLIDEFILMS nent supplementary matter, and
notebooks for the foreman contain-
Special Displays Featlred
• There has been a long-felt need sions. \^ e were never able to main-
ing reminders of the points brought
on the part of management for a tain these discussions for any
Following the afternoon show, a out in the film.
workable, standardized approach to length of time without the use of
car display was held in separate
the problem of training supervisors. slide film lectures, and if. and when C. I. T. Safety Foundation
quarters which also housed special-
This is because most foremen find it we did discuss facts, they varied so
ly prepared displays on service, Announces Film Award
hard to apply in their daily work greatly all over the lot that we got
merchandising and business man-
the knowledge available to them. little, if any. value out of them. • Three awards for outstanding
agement. Dinner time found the effort and achievement in support
They are not by nature students, The films seem not only to reach
dealers at a banquet, unmarred by of traffic safety during 1940. wen-
nor are they experienced in trans- certain men that we couldn't reach
stodgy speeches but enlivened by announced on .April 23 by the
lating theory into terms of practical before, but the pictures seem to
some high grade Broadway vaude- make an C.LT. Safety Foundation. The win-
action. indelible impresison upon
ville acts.
their minds, and gives them a
ners H ere the Kansas City Mo. I i
it
Starting in Cleveland on August N.A.M. Committee Advises Safety Council for its motion pic-
basis upon which to associate pic-
26. the troupe including Nash ex- To meet this need for an im- ture Guilty, the radio program The
tures with certain ideas. I say this
ecutives traveling with the show, proved method in supervisory train- Lone Ranger, and radio stations
because during the discussions you
played to large audiences of dis- ing, an initial series of six sound
will hear a supervisor refer to
KMBC of Kansas City. Mo., for a
tributors, dealers and salesmen in slide films was prepared by the year-round record in support of
an incident by referring to the pic-
Boston. New \ ork. Cincinnati. Chi- \ocafilm under the guidance of an
ture. The one advantage that this
traffic safety measures.

cago. Minneapolis. Kansas City. Advisory Committee of the Na- Bronze plaques suitably inscribed
method of training has over any
Los .Angeles. Seattle. Dallas and tional -Association of Manufactur- are being presented to each winner
other method of lecture is that it
.Atlanta. Thirty troupers spent ers. These films are based on case by the C.LT. Safety Foundation,
really comes down to earth and
nearly six weeks on the road. Two history situations. common to which has been making similar
deals with problems and experi-
pull mans and a baggage car were plants of all types throughout the awards annually since its establish-
ences in everydav life.'
chartered to carry cast, directors, country. Each film represents a ment in 1936 by C.LT. Corporation
stage crew and scenery, and equip- vital problem in supervisory rela- These Subjects Do the Job national automobile sales financiui:
ment across the country. \ fleet of tions dramatized in terms of authen- \ personnel director has this to institution.
trucks was used in each citv for tic shop conditions which enables say "The film actually seem to The film Guilty was a drama em-
hauling between baggage car and the foreman to translate compli- reach inside a man and tell him phasizing the consequences of neg-
theater. cated book-theory into man-to-man that he has been doing wrong, if ligence in driving. The picture
action in terms of Tom and Dick such is the case: or. on the other shows what might have happened I"
The dealer's banquet winds up and Harry. hand, if the foreman has been fol- a culprit in court for a minor in-
a fast moving Nash convention.
Let's just see what has happened lowing the corect principles, it gives fraction —
he crippled for life, and
since the introduction of these him a feeling of self-satisfaction to his sister, with whose husband and
films into supervisory conferences, know that he has been doing the son he lives, killed. .All of the traf-
according to reports recently proper job.' fic safety institutional motion pic-
brought to the attention of Bisi- .Another plant manager says: tures produced in 19-10 submitted
NESS Screen's editors. One Chief "We believe that the films reach cer- for consideration with respect to
Engineer of a large plant says: tain men who could not be reached the Foundation's award. were
""There is no question of a doubt by lectures or printed matter. The judged, as in the past, by the Mo-
that Supervisory Relations Films fact that they can see specific ex- tion Picture Traffic Safety Com-
have not only saved time in getting amples in their own language of the mittee. This award was won the
practical discussion under way. but shop helps the men tremendouslv."' vear before by the Cleveland Rail-
have made it possible to maintain That each film savors of the shop way Company for its motion pir
interesting and worthwhile discus- is MO mere coincidence. The series ture Ynu Bet Your Life.

[16] BisiNEss Screen

^miE iDiEiFUM^i^ sa^iBiisii^
• To n."! for a luo-oceaii nav\. a 5U.O(IO-plai)e largcl) free to be spent on other things than anced by two other factors. Increased wage
air force,and 1.4(KJ.O(IO-man army, appropria- the prime necessities. rale.s. plus overtime and night-shift premiums
tions of 24 liillion dollars have so far been made To manufacturers and wholesalers of con- may tend to concentrate in those skilled trades
hy Congress. sumers' goods, the answers to certain questions involved in final manufacture of guns, tanks,
Up to Feliniary 1. 1941. the Federal Govern- are of great importance. ^S^lere should adver- aircraft and other com[)lex products. This in
ment had signed contracts with manufacturers tising be increased? X^ here is additional selling turn would tend to hold purchasing power at
and suppliers for 12 billion dollars worth of etTort likely to be profitable? \'i hich customers the point of prime contract. Secondly, press
defense equipment and materials, ranging from should have their lines of credit lengthened? reports indicate a strong tendency for prime
bombs and battleships to zippers and mosquito contractors to carry out their usual manufactur-
Six Billions in Purchasing Power
netting. Other billions are scheduled to be ing processes in order to maintain quality con-
spent by private industry for building and tool- An estimated total of 6 billion dollars of pur-
trol or for other reasons.
ing new plants needed for defense production. chasing power (payroll I will be retained in
Of course not all consumer Inlying power
Still other billions will be paid to those industrial areas now working on prime
officers, en- goes for purchases at retail: perhaps one-quarter
listed men. and draftees in the biggest peacetime
Government contracts. however, is no
This,
is spent on shelter and an additional small per-
army in this country's history.
measure of the total defense boom, nor even of
centage is withheld as savings. Moreover, not
its total communities.
effect in those
\^ hat all this adds up to is an industrial boom all types of retailer in a specific area can ex-
of major proportions, the more spectacular per- Practically manufacturer working on
every
pect to benefit equally from an increase in con-
haps because of its disproportionate impact on defense orders must spend a substantial part
sumer buying power in that area. WTiere wages
the industries and areas producing or capable of his receipts for materials and parts produced
are paid to temporary, imported workmen (as
of producing the materials necessary for na- outside his community. The significant part
in the construction of an army cantonment).
is what remains.
tional defense. sales of day-to-day consumption ^oods such as
If the Government's efforts to encourage sub-
The boom in defense materials is more or food, beverages, and cigarettes will probably be
less taken for granted. contracting or "farming out'' become widely
Le.ss obvious, perhaps. stimulated more than sales of household and
successful, present published estimates of local
but of almost equal importance is the effect of maintenance items such as electrical appliances
defense sp?ndin^ on the production purchasing power may become somewhat opti-
and dislribu- and furniture. Men's clothing can be expected
lion of consumers' goods. For the billions paid mistic,for the business may be spread more
to show a faster sales increase than women's. The
to manufacturers of planes and ships and other widely into other communities. However, this
silk-shirt-and-champagne scheme of life for
defense materials will, for the most part, not
possible shrapnel tendency —
to break the pur-
w orkmen. reminiscent of \^ orld W ar I. is said
come to rest with those manufacturers, but will chasing power up into fragments may be bal- — to have reappeared in some cities. \^Tierc in-
be passed along in the form of wages and ma- creased payrolls represent higher weekly wages
terial purchases. The part paid out in wages ])aid to the same (or somewhat larger I number
will —
undoubtedly be spent in large part for — Condensed from "National Defense and
of workmen as before, a broad range of house
everyday necessities and luxuries, and most of the Corner Store" a report by the Re- furnishings and appliances should respond to
the amounts paid to raw material suppliers will search and Statistical Division of Dun the increase more sharply than day-to-day con-
be passed along as wages to the suppliers" em- & Bradstreet Inc. anil reprinted by special sumption goods.
ployees. This vast sum will be supplemented permission March Dln's Review. Defense-originated buying power is not neces-
from
by the payments to the armed forces, which are sarily added buying power. \^ here a plant
(over)

-
M

— Lr J
 (Continued from the previous pa^e) credit men. the trading center near an army at these posts has been released by the Govern-
which formerly produced materials used liy cantonment has another set of meanings. Men ment and has appeared in various publications.'
private industry or individual consumers trans- on leave in nearby towns will be mainly inter- The nearest towns can ordinarily expect tin
fers its facilities to defense production, its pay- ested in immediate consumption: food, bever- most trade: but distance is not the sole measure
rolls to defense labor will he oflset to some un- ages (both hard and soft I. tobacco, confec- since good roads and public transportation in
known extent by a drop in private production tionery, movies, dance halls, barber shops, and cilities are important factors. Towns turfi,

wages. The amount of defense-derived buying billiard parlors. In addition, hotels, boarding enough to offer such facilities as motion piclurr
power which displaces buying power previously houses, tourist camps, and restaurants should theaters will have an advantage over small vil-

resulting from production of civilian goods, and benefit from the influx of visitors. Thus the lages ichose merchandise assortment may be le.ss

the amount which is a net addition to national direct effect on retail trade will be less wide- complete than that of the Post Exchange al llw
or regional purchasing power, cannot be deter- spread than in an industrial center, but the nearby training camp.
mined from the data at hand. prosperity of those trades which benefit directly
Perhaps the hardest problem to deal with is will, in turn, filter through to some extent to
" "List of Larger Army Posts. Camps, and Stations. .

the question of timing. How long iiill it take other trades and improve the business tone of U. S. Army Information Servict.-. Ni-w Yorl< City "Nation;. :

the entire community. Defense Bulletin No. 25." ChambL-r of Commerce of tht
be/ore wage earners have received all the pur- United States. Washington. D. C. : Adrrrtutinu & Rrltinu. 1

chasing power expected to flow from the de- Information regarding the number of men January. 1941 : Kdilor & PuhUnker. February 22. 1941.

fense orders awarded to a particular area?

Vi ithout know ledge of the terms of each indi-
vidual contract, this question cannot he answered
with any degree of accuracy.
absence of something better, composite averages
for major types of contracts may be estimated
However, in the
SLIDEFILMS ^^
by F. E.
^ RURAL
Christen, Sales Promotion Manager, Allied Mills, Inc.
MARKET
from available information and used as rough
rules-of-thumb.
# \^HE\ we first decided to use sound slide- stood. The dialogue story treatment into which
we naturally wanted the skeleton subject matterwas skillfully woven
ARMY TRAINING CENTERS films at .Allied Mills, Inc..
a film of which we could be proud, and one by the producer's creative staff, holds the in-
Thousands of men every week pour into army that would get results. We decided, therefore, terest of the audience remarkably well.

training centers scattered all over the country. to select a professional producer. This seemed Secondly, we wanted a film that would help
Many of these centers are on new sites where just as logical as going to a druggist to have our dealers. It does this in two ways. It gives
the neighboringcommunities have not previously a prescription filled, or as retaining an adver- the dealer a comprehensive under-
clear-cut.

enjoyed the education of having an armv post tising agency. standing of the \^ayne products he is selling. It
in the vicinity, to say nothing of seeing the Now that our first slidefilm. Making Cows gives him a strong sales story to use. and makes
population of the county increase five-or ten-fold Pay. has been in use about eight months, we him enthusiastic about pushing \^ ayne feeds.
almost overnight. can say that the results to date have been far .\lso. since he is partly responsible for the

New training centers purchasing bring new beyond our expectations. I do not believe we farmers seeing a film which is helpful to him.
power of three types into the surrounding com- have ever offered a sales help to our men that the dealer benefits by the good will so created.

munities: has met with more universal approval than this Thirdly, the film should benefit our own sales

There is first of all the payroll which the program. \^ e now have 54 projectors in use. representatives. This it does by giving the rep-

draftees spend while off duty. A private in the all of which were paid for by the salesmen out resentative a better understanding of the organ-
.i^rmy receives a base pay of $21 a month during of their own pockets. ized selling story of \^ ayne products and thus

his first three months and $30 a month there-

a stronger, more effective sales story to present

after. Though a private encouraged

A \^'iDE Ran'Ge of Products both to the dealer and to the farmer. In co-
is to take
out insurance and to send money home operation with salesman puts
the dealer, the
to de- The very extent and diversity of our line
pendents, it is safe to assume that a large part on the show before groups of farmers, and both
of products made it difficult to know just where
of his monthly pay will be spent in the Army dealer and salesman benefit.
to start in planning our first film. Allied Mills.
camp and in nearby trading centers. Inc.. manufactures a complete line of livestock Serves A Three-Fold Pi rpose
Second is the pay of Army officers and the and poultry feeds in ten large plants, located
Thus the slidefilm serves a three-fold pur-
civilian personnel of the training centers, who in various parts of the country. Our main line
pose: la) as a direct sales tool; |b) as a dealer
are to bring families and make their
likely of products consists of \^ ayne feeds. Farmers help, and (c) as a sales training medium.
homes nearby communities. Officers' pay
in all over the United States have used Vi ayne
One of the factors which concerned us most
ranges from 81.500 a year for a second lieu- feeds for many years.
when we first considered sound slidefilms was
tenant freshly commissioned up to $8,000 for \^ our calf and dairy feeds as the
e chose
the reaction of our sales representatives. W ould
a general, depending on rank and length of subject of our first film. In planning the film,
they use a film? Would they go to the trouble
service. This is in addition to rent allowance. we kept three major objectives in mind. First.
of taking the projector in with them when call-
Third is income spent by visiting
tourist rela- in keeping with our general policy, we wanted
ing on dealers, especially dealers they'd known
tives and friends of the men in camp. a merchandising medium that would serve as a
for years and called by their first names'?
definite benefit to our customers and prospective
Draftees Spe.nding Is Largest The results speak for themselves. They are
customers. \^ e do more than mere-
wanted it to
reflected in the attitude of our men. \^e have
seems almost certain that the first of these
It ly play up the quality of our feeds as a reason
made it a point not to solicit formal statements,
three types of purchasing power will be the why feeders should buy them. V^'e wanted to and the following comments were sent in volun-
most important in dollar volume and in its effect lell farmers how they could make more money
tarily. They are just a few of the many en-
on the commercial life of neighboring towns. by adopting a scientific feeding program. W ith
thusiastic remarks we have received. Thev are
The buying power generated in .\rmv training this accomplished, we could then present facts
not ""office" opinions. They are from men out
centers will differ somewhat in character from in the film to prove that V^'ayne feeds provide
on the firing line:
the purchasing power piped into industrial com- an economical basis for such a feeding program.
"This picture is the most effective merchan-
munities by defense orders. Increased industrial dising help we have ever had. While it
means additional purchasing power for
M^TERUL GeNLI.NELY USEFIL TO FEEDERS
])ayroll definitelyhelps to make sales, the effect
families in the community and the addition of it has had on me as a salesman has been
As indicated by the title. Making Cows Pay.
well worth the cost."
new families of workers moving in. The effect the film accomplished this first objective. Feed- * * *
on retail trade is direct and general. In such ers have been enthusiastic about the information
"The value of this slidefilm is so outstand-
instances, it is reasonable to expect increased presented. One reason, of course, is that the ing that it is rather difficult for me to ex-
sales of clothing, house furnishings, and auto- material itself is scientifically accurate and press my appreciation in writing. It gives
mobiles as well as food and housing facilities. presented objectively. Another reason is that dealer employees the information effective-
From the viewpoint of sales managers and in the slidefilm it is easilyand quickly under- { Please turn to page 23

[18] Business Scree.n

A COMPLETE NEW SERIES OF EDUCATIONAL SLIDE-
FILMS NOW AVAILABLE FOR PILOT TRAINING
• Answering the nation's cam. for assistance one picture lollows another in the logical order
in speeding up the training of liundreds of thou- necessary for the development of that particular
sands of young men as pilots, a new and com- subject and the student's understanding of it.

plete series of basic lessons in the science and The Pilot Training Kit-set is the direct result
rules of Hying and the mechanics of the air- of a series of conferences between members of
plane has just made its appearance. Years of the producer's organization, flight operators,
skill gained through cooperation with industry and college Civilian Pilot Training Program
in conducting visual technical training classes coordinators. These men. entrusted with the
for adults have been applied to the pilot train-
task of training flyers, felt that a visual course
ing problem with great advantage to .America's
would make a contribution to pilot training.
national defense program.
This new Pilot Training Kit-set of 24 educa- At the time these conferences were concluded,
tional produced by the Jam Handy
slidefilms. the text books and the instruction program of
Organization, is expected to step up materially the Civilian Pilot Training Service of the Civil
the pace of ground school instruction and aid .Aeronautics .Administration were being revised.
in overcoming the nation's shortage of civil The men who were planning and writing the
pilots. new program cooperated to the extent of giving
Not only is the pilot's film course here for
the writers of the slidefilm course access to the
the duration, but. the crisis over, it will con-
notes, outlines, and galley proofs of the new
tinue to create more and yet more private pilots
Civilian Pilot Training Program ground school
for the auspicious days of peace to follow, when
course. They also gave constructive help and
the airplane is expected to be almost as com-
suggestions in the treatment and planning of the
mon as the automobile now is.
material that went into the slidefilms.
The new Pilot Plan is the first
Training
step-by-step pictorial explanation that has been
W ith the new CPTP course as foundation and
source material, the slidefilm training subjects
made of the subjects making up a ground school
were written and produced. The slidefilm writers"
curriculum. Each one of its 24 educational
task was to give picturized or diagrammatic
slidefilms deals with a different aeronautical
topic. In these slidefilms — or strips of still form to all information essential to pilot train-
pictures with explanatory comments in type ing that would lend itself to visual presentation.

(OVER)
 I

• •••••***
i
^xVSV
\^ 'v\^m
A Film Training Course Based on the Official
Ground School Material of the Civilian Pilot i

Training Progrann and Approved by the

'

Civilian Pilot Training Service of the C. A. A.

History of flight and early attempts leading The development of aviation from the World ( Continued from the previous page) a pilot needs to know about his air-
to the first successful flight. War to the present. plane, the air in which it flies, and
These writers did research work
the ground over which it travels.
on everything available in the fields
They contain the bulk of the neces-
of aerodynamics, meteorology, navi-
sary knowledge on civil air regu-
gation, and aviation history, in or-
and meteorology"
lations, navigation,
der to give additional
and background to their course.
authority
— the subjects on which a private
pilot must pass a written examina-
For visual presentation, they
tion. The course also covers air-
worked out new ways of showing aerodynamics,
craft engines, in-
what happens when air flows over
struments, and parachutes, sub-
a wing, of illustrating the effect
jects all pilots must understand,
of the various forces acting on an
but upon which a private pilot i?
airplane, and they developed a new
not usually examined.
Need for centralized regulations. Types. Responsibility of the pilot, his ratings and simplified technique for teaching.
classes and limitations of aircraft certificates. limitations.
The pictures give a graphic illus-
Aeronautical engineers, meteorol- tration of problems as ho»
such
ogists, flight instructors, and pilots lift is created, what makes an air-
with a background of specialization plane stable, what is meant by
in visual training supervised the de- power loading and wing loading.
velopment of the new course in the They explain magnetic variation.
Detroit studios. Members of the They show^ the inner workings of
Civilian Pilot Training Service flight instruments. They teach the
helped to check the scripts as they principles of carburetion and en-
were written. gine operation. They set forth the
Finally, the completed slidefilms new radio procedure at control air-
were submitted for approval at ports. They give a pilot's eye view
Washington, and for more than two of aerial traffic and show weather

General air traffic. Right of way. Minimum The use of radio and other means of con-
weeks experts of the Civilian Pilot in the making.
altiludes for flight. Weather minimums. trolling the flow of traffic around airports.
TrainingService .studied andchecked These pictures are projected on
the films. Their revisions were in- a screen as the instructor reads
corporated in the completed work. aloud from the films, calls attention
.Authority was given to describe the to important details and elaborates

pictures as "a film training course ujjon anv points he wishes. The
based on the official ground school slidefilms are not aimed to replace
material of the Civilian Pilot Train- the instructor, but rather to accel-
ing Program and checked and aji- erate the pace at which the average
proved by the Civilian Pilot Train- class can absorb the informalion. By
ing Service of the Civil .Aeronautics virtue of the clarity and attention-
.Administration." compelling qualities of the film

There are exactly 1.724 photo- course it is expected to add appre-

graphs, diagrams, and drawings in ciably to the students' grasp of
Pressures on an airfoil. Airfoil characteristics. Lift, weight, thrust and drag acting on the
airplane. Balance. Control surfaces. the course, which explain things the information transmitted.

[181 Business Scree.v

 The aviation Kit-sets are already groups under the Civilian Pilot
in use at the University of Chicago. Training franchise.
Wayne University. Highland Park Instructors using these educa-
Junior College. University of tional slidefilms are enthusiastic
Miami, the University of Detroit. about it. Dr. T. D. Phillips, hear
Marietta College. \'anderbilt Uni- of the physics department at Mari-
versitv. Ohio University. Virginia etta College and CPTP coordinator
Polytechnic Institute. Chicago .Air there, tellsgroup of his ad-
of a
College. Quebec Technical Institute. vanced students becoming so inter-
Newark College of Engineering. ested in the films that they went
Iowa State College. The Citadel. through the entire series of slide-
American International College. film subjects at one sitting with
Central V^ashington College of Ed- only time out for lunch. It took wrote Professor Gerhardt. "tliat

ucation. Lake Forest College. Pur- them 11 hours! Professor Phillips this visual aid will either greatly
due University. Estherville Junior commented. "T am not inclined in reduce the time necessary to cover
College. Hutchinson Junior College. general to use the word 'perfect" the subjects in the Private Pilot"s
Sunflower Junior College. Drury but I might be used here
believe it Ground Course or greatly increase
College. California Institute of to describe a job that I do not be- the amount of important informa-
Technology. University of yom- \^ lieve could be better done." tion absorbed by the student in the
ing. Western Union College. San C. \^ Grimes. CPTP coordinator
. conventional time."'
Mateo Junior College. Agricultural at the "Land 0' Lakes Flying Ser-
Enlistment of educational slide-
and Mechanical College of Texas. vice." Ponliac. Michigan, says he
films in the service of the prepared-
Central State Teachers College. would not now attempt to conduct
nessprogram was made by the Jam
Miami University (Oxford. Ohio). a ground school course without the
Handy Organization soon after the
University of California. Naval Air use of the films. ''This method of
advent of the national defense crisis.
Stations (Pensacola. Jacksonville presentation by the use of pictures.""
A mechanics' training course was
and Corpus Christi Naval Air said Mr. Grimes, "seems to hold
I

prepared to train mechanics for the

Training School. Jacksonville. the interest of each student and
new mechanized army and for the
Transcontinental & \^ estem .Air- make his study an interesting ad-
increasing number of service me-
lines (hostess training I.Los .Angeles venture."'
chanics needed in private industry.
Board of Education. Chicago Air \^ . F. Gerhardt. professor of
The Pilot Training Kit-set fol-
College. Colgate University. Univer- aeronautical engineering and CPTP
lowed close upon the heels of the
sity of Vi isconsin. Royal Norwegian coordinator for \^ ayne LIniversity.
automotive Mechanical Training
Air Force. University of Nevada was struck with the splendid tech-
Kit-set.
and Vanderbilt University. It is also nical job from the viewpoint of
being employed by a number of pilot training and educational tech-
operators instructing non-college nique in general. '"I am sure,"
(Right) Tvpical scenes from the Pilot Training
Course showing the use of photographs, draw-
ings,diagrams, etc., which make learning easier.

ifERFORmnn

Static and dynamic stability. Lateral, lonqi- Effects of power loading, wing loading. Load Principles of carburetion. Carburetors, Principles of ignition. Ignition timing plus
tudinal and directional stability. factor control. Structure for dynamic loads. injection. Fuel feed systems. the lubrication system.

Check points, cotters, keys, safety wires. Principles of four stroke cycle internal corn- Principles of operation. What to look for. Construction, care end uie.
Checking the airplane tor safe operation. bullion engine. Cylinder, piston, crankshaft.

Number Five 1941 ri9i

 rhe atmosphere. The meteorological ele- The jrmation of high and low pressure True course measurement. Variation, devia- Government navigational aids,
rents. Meteorological instruments. area; Wind directions. Precipitation. tion, drift. Plotting thecomplete course. Use markers, ranges.
of formulas.

Clouds. Storms. Basic forecasting. The The face of the earth. Maps and charts. Principles of operation. Corrections and use. Practical examples of navigation problems
weather map. Weather reports. The impor- Pilotage and how to solve them. Review of formulas.
tance of weather to the pilot.

Educational Slidefilm Kit-set on Automotive Mechanical Training

.Automotive Mechanical Training Georgia: Fort Sill. Uklalioma: Fort

Kit-set No. 1 was the opening shot Knox. Kentucky; Camp Normoyle.
of the Jam Handy Organization's Texas, and Fort Riley. Kansas. It
national defense training activities. is also being used at the United
It consists of 35 educational slide- States Army Ordnance School at
films and covers the basic princi- Aberdeen. Maryland, and by the
ples of the internal combustion United States Military Academy at

gasoline engine. principles of West Point.

power transmission, mobility fac- Many of the CCC Camps, also,
tors, the automobile electrical sys- are employing the course as a basis
tem, and general service. of instruction. It is being used by
This talk-to-the-eye course, which all sorts of vocational schools,
employs the most effective tech- trade schools, and high schools and
niques known in visual training has even invaded the halls of higher
and which is compounded of long learning at the universities.
experience in adult education, par- Automobile dealers are making
ticularly with instructing mechan- an extensive application of the mate-
ics for the automobile industry, rial in apprentice-mechanic train-

is being used by all manner of or- ing both in the United Slates and
ganizations and institutions whose Canada. The Canadian army. too.
job it is to train the mechanics is finding it valuable for the train-

needed in the national defense ing of men for its mechanized

emergency. It has obtained a wide forces.
geographical distribution. The gone even farther
Kit-set has
In the United States Army large afield and is being brought into
motor transport schools of the play in England. Alaska. Trinidad.
<,)uartermaster Corps are using the Hawaii. Singapore. Australia. Phil-
course for training military mechan- ippines and China to strengthen the
ics. These Army schools are at Camp technical training of the forces of
Holabird. Marvland: Fort Benning. democracy in all parts of the globe.

This carrying case, tcilh

its 35 tiltU' "pill-boxes" con-
tains an ejjpctive prescrip-
tion jor the making of a
mechanic. Each one of the
boxes houses a slidefilm les-
son. The slidefilm is pro-
jected on a screen by means
of the projector in the fore-
ground. In the 35 slidefilms
there are 2.829 pictures.
 9A
ment
General
current release by the Depart-
of Public Relations of the
Motors Corporation. In-
dustry in the News, presents a dy-
nUiHT oU ^ KlUKL
man Terry
staff,

.\. Scares,
of the Brobuck creative
with the collaboration of Al
Sales
ager of Remington Rand. Inc.
Promotion Man-
The
namic report of the development film was narrated by Lowell
of relations between a great indust- Thomas.
rial organization and the nation's

press. This two-reel sound motion

FOR EMPLOYEE TRAINING
picture is part of the extensive pro-
fll.MLD on 1(> mm kodachrome
gram through which General Mot-
and running 35 minutes. No Short
ors informs its field executives, em-
Cut. released April 1. is Pacific Gas
ployees and the public of progress
M i Electric Company's second em-
in the world-wide G organiza-
ployee-training film, the first to play
tion.
a part in the San Francisco utility's
As Industry in the News clearly
accident-prevention campaign. Be-
points out. until quite recently both
lief of company officials is that
industry and the press failed to

perceive the importance of active

REMINGTON-RAND, ]NC., PICTURES THE WAY to protect valuable business showing of the film to some l.S.OOO
records and shows the hazards of unsafe files in "A Million Dollars a Day" just employees will prove this their
cooperation. In consequence, the produced by Brobuck, Inc.
most effective medium in creating
public learned little or nothing
safety-consciousness, since it demon-
about problems and achieve-
the Motors participation in the Nation- strates the safe techniques in per-
ments of business management. al Defense Program. Of plans to
SAVING BUSINESS RECORDS
forming various maintenance and
Only a short time ago the awaken- fabricate parts for airplanes in • The NECESSiTV for maintaining
construction operations. Bulletins,
ing of general interest in economic General Motors plants: of airplane many records in the management
posters, and meetings were
letters
and business developments pro- engines built and ready for instal- of modern business, the value of
some of the means formerly used
duced more intensive coverage by lation in U S Army planes. \^ hat- those records, and the importance
in accident-prevention.
the various types of newsgathering ever the information given to the of protecting them against loss bv
Photo & Sound. Inc., produced the
agencies, and industry took its place fire is forcibly presented in a four-
press, it is the constant aim of film, with Marvin Becker and Frank
in the headlines as a subject which General Motors that it be complete- reel sound motion picture. A Mil-
\^ulzen handling the camera as-
vitally concerned the average ly accurate and completely reliable lion Dollars a Day. produced for
signments: Tom J. Ayres did the
citizen. in every way. Remington-Rand. Inc.. by Brobuck.
script and directed; nationally-
Handli.nc of News Shown ExECi^TiVES .Appear in Film The film opens by showing the known radio news commentator
As the story unfolds upon the enormous loss caused annually by John B. Hughes' voice recorded the
Discussing various aspects of the
screen, we see how G Ms Depart- relation between business and the
destructive fires. It shows the more narration.
ment of Public Relations handles press in Industry in the News are
common causes of these fires, in-

the Corporation's institutional news Alfred P. Sloan. Jr.. Chairman of

cluding carelessness and sabotage. ALLIED MILLS RESULTS:
and provides the press in large and It then shows how records are com-
General Motors; Paul Garrett. Vice- [Conlinued jruni pu^r loi
small communities with assistance piled and maintained at great cost,
president in charge of Public Rela- ]y in a few minutes and is far
unearthing and documenting the how they serve many
business in superior to any method we have had
in tions; Charles F. Kettering. G M in the past for training men."
news of the industry. Headed by indispensable ways, and how the
Vice-president; and Roy Howard, * * *
men experienced in newspaper famed publisher of Scripjjs-Howard loss of these records can cripple a
"We group of dairymen
called on a
work, who operate much as if they business sometimes beyond repair. having from 2.5 up to 150 cows,
newspapers.
were still on the city desk, the con- using the dairy film, and in every
Produced by Sound Masters. Inc.. Designed for showing before ex-
case except one, the picture played
veniently located offices of the De- under the supervision of Harold E ecutives and others concerned with a very important part in helping us
partment are ready twenty-four \^ ondsel. Industry in the Netrs will business records, the film was di-
make sales and put over our feeding
hours a day to aid editors and re-
program."
be distributed by General Motors rected Robert G. Vi aters and
by * * *
porters in their territory. through its own channels and be- supervised by \^illiam Alley. Ex- "Eteiryman stated our picture told
a complete story in 25 minutes,
Augmenting the Public Relations comes part of the large G M film ecutive Vice-President, of Brobuck.
whereas competitive salesmen took
Department itself aremen in key library. Inc. Scenario was written bv Nor- up a half day of his time explaining
cities across the country who nor- their feeding program. Customer
mally serve as chairmen of the lo- TYPICAL OF ALLIED MILLS SUCCESSFUL SLIDEFILMS is this scene from bought 1 ton of our products as his
initial order."
cal G M committees, but who also •Making Cows Pay" produced for this sponsor by Burton Holmes Films, Inc.

occasionally serve as press contact

I believe that much of the suc-
cess of the film is due to the fact
men. Additional factors in the re-
that good job technically.
a
lease of G M news are the manu-
it is

The photography, art work, and

facturing divisions which send in-
sound are all excel lent, and ihe di-
formation to the press, from their
rection of both photograph) and the
home and branch offices, aboul
many sound recording were handled by
divisional activities.
expi-rienced and capable personnel.
Tmmcai. GM News Bre\ks We received film prints of splendid
Typical news stories originating quality, and as a result the pictures
in G Ms public relations offices are on the screen are unusually bril-
those which concern a new product liant and sharply defined.
or some new development in auto- Our men are now asking for
motive progress. The story might more slidefilms on other kinds of
be concerned with an open-housi- livestock. Our second film. It's in
celebration in which the workers of the Bap. is now being |)roduced by
a plant play host to townspeople in the organization who prepared our
their community. The story might first film. We are working with
tell some production milestone,
of the producer's creative staff on the
such as the completion of the 2.1- >i ript for a third.
millionlh G M
car or the 2.S().()(«)lh This is self-evident proof thai our
19*1 Huick. It could be llii' more sound slide-film program is getting
recent and exciting news of General results!

Number Fine 1011 [23]

,
 Pilmosounds Equipped
with Stabilizer
from Hell ii How-
Just rerrived
ell isannouncement of a new
ihe
device which is .said to eliminate
completely all audible trace of
sound "flutter."
homes. .All sizes of this Model Ij "I-solalion." says Bi>H. "i> the
Screen have been reduced in price. answer. With the osci Malory sta-
The saving is particularly notice- bilizer we have completely iscdated
able in the larger sizes. The 39" x the stop-and-go film movi menl
.52" size, for example, is now only from the sound drum. Thus no
SI 1.50. The 22" x 32" now only
is variations in film speed ever reach
$6.00: the 30" x 40" now 87.50; the scanning beam, where the sound
the 40" x 40". 89.00: the 52" x 52". is taken oil the film, and llutler'
New Record Carrying Case
813. .50. Slightly higlier on Pacific
I
is eliminated."
Made of plywood, a new record Coast. \ new size 84" x 34" has The announcement goes on
I
to ex-
carrying case is conservatively cov- also been added. plain that as the film leaves the
ered in blacic leatherette with melal
New Low Challe.ncer Prices usual second sprocket, it passes
corners to absorb shocks. Has a
through the new oscillatory stabil-
strong leather handle. nietal Da-Lite's convenient tripod
izer, where any remaining irreg-
catches, soft felt lining, valanced screen, consisting of glass beaded
ularities in film flow, no matter how
edge for protection against dust surface, spring-roller-mounted in a
minute, are first reduced to a still
and moisture and affords room for metal case to which a tripod is piv-
lower degree and are then complete-
all the transcriptions needed as well otallv and permanently attached,
ly absorbed from the film flo\> by
as room for all the films carried. also will have reduced prices on 7
an oscillatory movement operating
A small screen is also contained. of its 12 sizes. The popular 39" x
52" size is now only 820.00. on the principle that opposing
A new feature prevents disc warp-
forces that are equal, cancel each
page, one or a dozen discs can be (Slightly higher on Pacific Coast.)
other. Thus, it is claimed, only a
held perfectly flat against a broad
constant, even flow of film can reach
surface. This new' case is supplied
the sound drum and the scanning
by Radiad Service, the selling
beam. B&H claim that in this man-
price of this item is 87.50. and if
ner, the cause of sound "flutter"' is
screen is supplied. SIO.OO.
killed at the source, and that Filmo-

U. S. Sets Vaporote Standard sound reproduction of music and

the spoken word reaches the ear
Specification No. 41 on films for
with a new fidelity, smooth and
Visual Education in National De-
even to a degree hitherto unknown.
fense Training, for the Office of
Education of the Federal Security Protecting Valuable Prints
Agency and all other Government
Boiling water, standing water,
Offices desiring prints, reads:
cleaning with carbon tetrachloride,
"Unless olheruise specified by
and attempted smearing with ace-
the ordering office, each print
tone all have no apparent effect on
shall be subjected to a permanent
motion picture film treated with the
conditioning and protective treat-
0"Sulli\an Film Process, according
ment, equal to the 'lapOrate'
to recently revealed tests by outside
process, reacting directly on the
parties. The OSullivan Process,
emulsion itself, the effectiveness
development of which began some
and permanence of which are
14 years ago. thus appears capable
evidenced by a substantial rais-
ing of the melting point of the
emulsion in water without loss
QUALITY of increasing film-life considerably,
meaning that
replacing those forced into
new prints rather than
retire-
of pliability reserve."
ment by sweating, rotting or other
The phrase "reacting directly on motion pictures since 1923 ills may go to a larger audience.
the emulsion itself" is particularlv
The Process is handled in Holly-
interesting. It directly excludes Having met the exacting Qualifications required of
wood.
lacquers, waxes, oil. and other sur- motion picture producers by the United States Gov-
face applications. ernment covering experience, financial responsibility, Commonwealth's Cartoons
production staff, studio and equipment, the Loucks
Lower Do-Lite Screen Prices and Norling Studios have been awarded a contract Cumnionwealth Pictures New I

At a time when the prices of so for producing a series of training films for use in the ^ ork announces for the first time
I

many items of photographic equip- National Defense Program. a series of major company cartoons

ment are being raised. Da-Lite The Government and private industry are keenly in glorious Technicolor. The fol-
alive to the value of visual aids in vocational training lowing subjects are now available
Screen Company. Chicago, an-
nounces important reductions in and promoting better public relations.
in Motion for immediate long term lea.se:
pictures and slide films are doing their part in build- Trolley .4hoy. Bold King Cole. i\ep-
the prices of many sizes of Da-Lite
ing the Arsenal of Democracy. lune's Nonsense. .Molly .Moo Cow
Prices Reduced on Model B"s unil the Indians. It's a Creek Life.
Da-Lite's popular hanging screen
which consists of a glass beaded LOUCKS & NORLING STUDIOS New Bell & Howell Branch
fabric, spring-roller-mounted in a Filling the gap between Holly-
245 West 55th Street - New Yoik City
metal case, is largely used in class- wood and Seattle. Bell S Howell
rooms and lecture rooms in schools Tel. COlumbus 5-6974 has opened a third west coast branch
and universities and clubs and in — of the Filmosound library in San
game and projection rooms in Francisco, at Photo ii Sound. Inc

[24] Business Screen

 fl PICTORIAL nEUISREEL Of lODUSTRIflL flLOl PftODUCTIOn

(Above) Director Joseph Rothman talks over a scene with two charming members of the cast of Texaco's "A New Slant" and (right! a typical scene from same picture.

9 Following an intensive period of research three years ago. encom- room. and. by the consistent use of outside selling, going right to the
passing a personalized survey of its dealers, the Texas Company em- consumer's home. A A'eic Slant, this year's film, dramatizes the problem
harked on a planned program of motion picture sales promotion of selling the customer once he is in the station.
designed to educate Texaco dealers in the best methods of making their So the plan has thus far answered three prime problems of the
franchises profitahle. This film program was not something ""cooked dealers: ill \^'hy should I be a Texaco dealer? (21 How can I get
up" in the sales promotion offices of the Texas Company, nor in the new customers into the station"? and (3l How can I do a better selling
creative department of Caravel Films, producers of job on the customers once they are there"? In the
the series; rather, it was the result of Texaco and future, other points will be dramatized in accord-

Caravel men going out in the field and talking to ance with the effective steps of the service station
Texaco dealers, finding out what
were, and how they were meeting them.
their problems
Thus the
A PLANNED operation plan.
Attendance at the Texaco dealer meetings has
resultant motion
the more than
picture series
45.1)00
is

Texaco dealers, themselves,

by. for. and of
FILM PROGRAM risen in the past three years
and 67.000 in
from 3:^.000 in 1939
1940. to an estimated 80.000 this
Tliey create the problems which are dramatized Near. This would indicate an overwhelming ac-

and they are creating the answers. GETS RESULTS ceptance of the motion picture presentation by
Instead of attempting to the whole story in Texaco dealers. There is a psychological angle to
FOR TEXACO
tell

one picture, the Texas films only strive to solve one this acceptance which influences production of each
group of sales problems at a time. In the first film. vear's film. The first year's picture sugared the
Surprise I'urty. screened at the spring sales meet- sales message with a good deal of entertainment,
ings of 19.W. Texaco showed to the dealers the benefits of their fran- enough to insure acceptance of the film on that one point alone; the
chises and presented a tested and proved plan of profitable service two succeeding films have used less entertainment, thus going on the
station operation. The second picture, last years Coin' Places, attacked premise that once you have gained the audience's confidence it is not as
just one general problem —how to get new customers into the station necessary to make use of quite as much extraneous entertainment, or to
by pointing out the attraction of a freshly painted station, clean rest as elaboratelv sugar-coat each sales problem. However, this does not
(OVER)

Remington. Rand's "A Million Dollars Day " A new Dow Chemical
Fred Allen is featured in a Texaco short. Scene from United W/allpaper's new feature. a film for dry. cleaners.
 .Appearing as Ray Barnett. the than ever, in every way. and bv
dealer in the picture, is Ted New- every means he can. This year he
ton, well known actor who starred will try to make all Texaco adver-
on Broadway in "Dead End". Kilty, tising mean him, personally, in his
his wife, is played by Doris Nolan, neighborhood.
who has been frequently seen in Then the dealer visits the Fred
Hollywood productions. The picture .Allen radio show where he tells
was directed by Jo.seph Rothman. .Allen that as far as his neighbor-
hood is concerned the .Allen show is
Other Films .Are Used
really working just for him. This
Appearing on the same program film takes the dealer behind the
with A .\ew Slant at this year's scenes of the Texas Company's ad-
meetings is another film. Texaco vertising and teaches him how he
Defense News, telling the dealers may make profitable use of it in
about the advertising and sales pro- his neighborhood.
motion plans scheduled for the com- -A special plan of follow-up in
ing season. Harlan Briggs is seen as the form of direct mail addressed to
a Texaco dealer who has visited the all dealers who attended the
the
Company's advertising department series ofmeetings has been designed.
and is telling the ""other fel- There are four pieces, each one
"A NEW
SLANT" is the key to a station operator's start to success in this latest lows" just what the Company is identical with the four letters that
sound motion picture addition to the Texaco dealer education series produced by planning to do for them. The mag-
Caravel Films. Inc., as part of this sponsor's well-planned training program. Ray sent back to his brother \^'alt.
azine and billboard ads are shown describing the new selling tips
her back home, but Ray is sure that Technicolor sequence together
A PLANNED PROGRAM this is his big chance and deter-
in a
with all the dealer aids and sales
which he had discovered. Thus,
two objectives are accomplished:
I Continued from the previous page i
mines to stay in Springfield until promotion items. The dealer des- first, the dealer is reminded of the

mean that the latter two films are in he can dispose of his share of the cribes why each ad was selected and four major selling plans covered
any «ay lacking in well-developed station. In the meantime he gets how it will appear. He also in- in the picture, and second, the
plot structure. a job at a local Texaco station in dicates that this year, on account of effect and life of the picture is
A .\etc Slant, latest in the series, Springfield to tide them over until greatly expanded industrial activity, thereby extended by this reminder
successfully adapts the plot struc- the big job comes through. he is going after more new business method over the next four months.
ture to the attitude of the dealer. Ray Learns How It's Done
Ray Barnett and his brother are the
owners of a small Texaco station
Ray finds things considerably dif-
ferent at the station in Springfield.
BUYMANSHIP
• A memora.ndlm
AIDS DEFENSE
from Burr
which is not too successful. \es. He is a little contemptuous of the planned spending. \^ e can teach

they have a good steady clientele, Blackburn. Director of Research for that a planned use of resources
pains the local operator goes to in
but the sales are for small amounts. the Household Finance Corporation, lime and effort as well as money
providing complete service for his I t

Ray is pretty downhearted about ably sums up the role which con- always will bring greater results
customers. Ray is really not con-
the situation: can't see his way into sumer education must play in na- than haphazard spending. \^ e can
vinced, himself, but just in case
'making good". One day. when an there might be something to
tional defense. Households own teach people to make a simple finan-
it. he
old school pal of his shows up in contribution through its authorita- cial plan, taking into consideration
sends post cards home to his
a big car and an expensively be- tive and helpful Buymanship series, past, present and future obligations.
brother suggesting little tips that
furred wife, it brings to Ray the might help in increasing sales like — in motion pictures, slidefilms and
printed literature, is again in the
They can be guided by whatever
scientific standards we now have
realization that his friend has seem- asking if the customer wants his
ed to have far out-stepped him in news with the current release of plus their own experience and
lank filled up and telling him why
material wealth, so when his friend Managing Family Income and If hat thoughtful judgment. can show \^ e
it would be to the customer's inter-

offers him a chance to "get in' on Shall I If ear. two excellent sound them how such a plan can be re-
est to keep it full, checking fan
a big deal Ray begins to think pictures. Mr. Blackburn writes: adjusted to meet emergencies and
it
belts, getting the car away from
over seriously. '".As we look at the role of con- changing circumstances.
the island and over to the air pump
sumer education we
Taking the Easy Way — thus increasing the opportunity
that it
in defense,
necessary to go back to
is
feel
gard
""The whole point of view in
to buymanship is changing
re-

That night he proposes that he to make sales presentations; and

first principles and emphasize I Please turn to page 32)
and his wife. Kitty, go along with using the mileage system and cus-
tomer's service record card in sell-
A GREAT contribution consumer education is the new Household Finance-
to
Kitty's brother on a trip to Spring- sponsored sound movie "Managing the Family Income." Entirely without adver-
ing lubrication jobs. tismg, except the credit title, this Jam Handy-produced subject is meeting en-
field for a "vacation'. Springfield thusiastic approval from women's clubs, parent-teacher groups, schools, etc.
is the home office of his friend's
The picture flashes over to Rav's
promotion scheme, as Ray well brother and shows him putting

knows. To excuse his absence for these tips into action, and it proves
that the.se .sensible sales ideas are
the 'vacation'. Ray tells his brother
really working.
that he is going away to pick up
some tips on other Texaco stations Ox THE \^'ay to Success
— to see why other stations are pick- Back in Springfield Kitty is con-
ing up four and five dollar 'lube' vinced that Ray's friend is a four-
jobs while Ray and his brother av- flusher,and with the cooperation of
erage little more than a dollar. Of her brother she traps him and re-
course, this is a subterfuge, because covers the savings which Ray had
Ray really has his eye on the quick invested in the get-rich-quick
and easy money he can make in his scheme.
friend's company. .As the picture closes. Ray tells
^^^len they arrive in Springfield. his brother that was a darn good
it

Ray calls on his friend and is idea that he got away he came back
;

made an offer of a good job provid- lo his station with a new slant, con-
ing he can put up some money. vinced that he has a very good
Kitty is very suspicious about the chance of 'making good' after all.
whole thing and urges Ray to take in the service station business.

[26] Business Screen

A FIELD DAY FOR SAFETY
# Prompted by the safety sound ers League motion picture. The Pa-
motion picture. The Parade of rade of Champions. The film is
Champions, shown recently at the very good. This reporter sat in on
Greenwich (Conn. High School I a recent showing to a group of high
by the Ford Good Drivers' League, school students in Portchester.
students of the school recently N. Y. after the assembly leader
;

staged a "Field Day for Safety" on announced that a "safety picture"

their athletic field. Local police would now be shown, there was an
officers assisted them in putting on audible groan. But once or twice
no less than fifteen action demon- during the performance and follow-
trations of right and wrong ways ing its conclusion there was consid-
to drive a car — and what can hap- erable, and genuine applause.
pen when a car is driven the wrong 7"/ie Parade of Champions is ef-
way. The entire student body of fective — amazingly so. It is a pleas-
1.800 watched the safety spectacle ant subject; there is no "thinking
after hearing Second Selectman about it tomorrow" — high school
Otto Krump read a proclamation people will think about it today:
designating the occasion as safety and for good reason. For the film
dav in Greenwich. appeals, not to the "fear" sensibil-
For nearly two hours Principal ities, but to the highest accolade of

Andrew Bella and Frank Bennett, all to any high school boy or girl

who is in charge of driver training — Good Sportsmanship. And if

at Greenwich High, saw twenty-six there is any "fear" element in the
of their students, aided by Green- picture it is that a bad driver is a

wich police, enact "safety dramas poor sport.

with the skill and finesse of veter- The Parade of Champions was
an actors. Most dramatic of all produced by Wilding Picture Pro-
were the motorcycle chase and ductions. Castle Films are dis-
fake accident in which a dummy tributing the picture for the Ford
dubbed Sarah was knocked for a Good Drivers" League. Following
loop by a car traveling too fast for each showing of the film the stu-
safetv. Following the "accident." dents in attendance are given an op-
police responded and showed the portunity to join the League and
student body how they check up on try for the98 College scholarships
an accident to determine its cause. awarded each year by the Ford
Greenwich's "Field Day For Safe- Company. Thus far many thou-
tv" is one of many such exhibitions sands of boys and girls have en-
now being held, each prompted by tered the rolls of the League fol-

the showing of the Ford Good Driv- lowing showings of the film.

TO SAVE YOUTHFUL LIVES the Ford out-of-town police chiefs and safety
Good-Drivers' League carries on the who attended and a view of the
officials
theme of its film "The Parade of Cham- student throng. (Left to right at bot-
pions" with school demonstrations of tom) LyIe Jones (Castle Films), High
which this Greenwich <Conn.) High School Principal Andrew Bella. Officer
School show arranged by Lyie Jones of James Healy (safety investigator).
Castle Films is outstanding. (Left, Capt. John Gleeson, and Frank Bennett,
above) Student Jack Lally receives the school's safety instructor. Other
award for good driving from Mayor scenes are typical of this and similar
William Peck of Greenwich: (below) demonstration.
CATERPILLAR FILMS SHOW DEFENSE ROLE
• Caterpillar tractor company Oimpany turned to sound-on-film
numbered among the pioneer which has been used continuously
is
FOURTEEN RECENT CATERPILLAR MOVIES
users of commercial motion pic- since it was first adopted almost
tures and its selling program on
The F.\r Cor.ners —a new for- Old Timers —a film featuring
ten years ago.
eign picture with sequences Diesel tractors, Diesel engines
the screen continues unabated. Practically all of the pictures
from Canada, Sweden, Es- and Diesel-powered road ma-
tonia, Africa, New
Zealand, chines that have operated in use off screen narration, with music
Motion pictures were first em-
Mexico and Hawaii. A gen- excess of 10,000 hours. and sound effects to add interest
ployed by the Company to demon-
strate the ability of its machines
eral interest showing
film Your Neighbor's Diesel —a and variety to the sound track. They
tractors, road machinery and color picture setting forth the are in no sense Hollywood produc-
to solve many kinds of difficult
Diesel engines on a wide va- record made by a D2 Tractor tions. They are simply demonstra-
military hauling problems. This riety of jobs abroad. on the grain, fruit and live- tions of what the machines will do
was back in the days of ^ orld
Forw.ard March — an earthmov- stock farm of a tyjiical Diesel on many types of work.
\^'ar I. Later movies were used
ing film devoted primarily to tractor owner —
Ernest Hal-
to record many of the outstanding large jobs and large tractors blieb ofMcNabb, Illinois. Films Increase \^'ith Products
feats of these performed
tractors and the latest equipment such Behind the Scenes With .As the list of products has ex-
for the .'Mlied governments from as bulldozers, scrapers, rip- —
Quality a trip through the panded the need for movies has
1914 on to the end of the war. pers, trailers, tampers, etc., factory showing production increased. For many years track-
Contrary to popular belief these used on such projects. and inspection of tractors, type tractors were almost the only
were hauling feats and not the From Bank to Bank a color— road
engines.
machinery
A
and
2-reel subject.
Diesel products. In 1927 a complete line
spectacular deeds of tanks: for this film devoted entirely to the of road machinery was added. In
Company made and not
tractors three sizes of Motor Graders Ten Years After —a one-reel 1931 "'Caterpillar" announced its

tanks for the Allied armies. The and the work they do on road film devoted to the operating
first Diesel tractor. A year later
construction, maintenance, oil stories of the first twenty-
tank was developed by the Engin- came a power units
line of Diesel
mix and snow removal. five Diesel tractors which left
eers Corps of the British .\rmy and which has been followed by marine
the factory in 19.31 and early
practically all of these early jug- All the Way With Oil — a
1932. Twenty-four of these engines. Diesel electric sets and au-
gernauts were manufactured in picture portraying the part tomotive engines in rapid succes-
first Dieselsare still going
England. "Caterpillar" track-type trac-
after nearly ten years of sion.
engines and road
tors, Diesel
hard work.
World 'War Showed Ad\antaces Each one of these new lines has
machinery play in the pe-
But wartime movies of
those troleum industry from the
Ten Ways to Win —an agri- opened up new markets and has
cultural film which sets forth called for new pictures to show how
twenty-five ago proved the
years time a new field is explored,
the advantages of track-type the machines serve those markets.
advantages of the motion picture through the drilling, slush pit
tractors in solving ten farm In recent months when national de-
A demonstra- construction, pumping, well
as a selling tool. operating problems such as
servicing, transportation, road fense has been uppermost in every
tion held in Texas could be re- soft soils, hills, big loads,
building, pipe line construc- mind, pictures have played a pri-
staged in the office of the \^ ar De- straight rows, belt and power
tion and pipe pumping
line marv part in showing how the com-
partment Washington or London
in take-off jobs, etc.
until the gasoline is pumped pany's products are serving many
within a matter of days. Busy of-
into the motorist's fuel tank Headliners —a
newsreel type
phases of the defense program. The
ficials would not have to leave their with electricity generated by of picture devoted to unusual
tractors are. of course, resuming
chairs to see with their own eyes a Diesel Electric Set. and spectacular jobs of "Cat-
erpillar" products. their familiar role of hauling guns.
the results of tests in swamps, for-
ests, deserts or mountains. In short.
Inside Information —
an ex- Built to Take It —a picture caissons, material and supplies. But
planation of "Caterpillar" they are doing farmore than that.
movies multiplied the results of devoted entirely to engines
Diesel engine operation by with special emphasis on Thev are doing hundreds of road-
every demonstration, they speeded
means of animated drawings. Diesel Marine Engines and building and earthmoving jobs for
up sales and reduced the cost of Also the story of patented Diesel Electric Sets, with a cantonments, barracks and ordinance
selling. So they became a perma- cop])er bellows seals, air
sequence on Diesel truck en- plants. They are building scores
nent part of the advertising pro- cleaners and fuel tank caps. gines. of new airports, helping with the
gram of Caterpillar back in
days of the first Vi orld W ar.
the
More Power to You —a Diesel —
Dixie Logging a one-reel film enlargement of hundreds of factor-
engine picture showing in- on logging in the south-east ies, burying thousands of miles of
Of course, the first pictures were
stallations in office buildings, showing the latest type equip-
telephone cable, building military
silent and they remained so until hotels, telephone companies, ment for handling pine
roads, speeding railroad construc-
the late '20's when sound came to airports, filling stations, fac- stumps for naval stores, and
tion, augmenting the lumber sup-
the screen. Then the 'Caterpillar" tories, switching locomotives, pine pulpwood for paper
ply, serving mines, mills and fac-
films found a voice in the form of gold washers, mines, excava- mills, as well as various
kinds of south-eastern timber tories: and last but far from least
disc recordings synchronized with tors, work boats, rock crush-
ers, sawmills, etc. for lumber. continuing their year in and year
the picture.This type of sound was
used for three years and then the t Please turn to page 37)

[281
Busi-NEss Screen
ON LOCATION :"%e^e"
by Wif/fom %\ecier, Moffon Picture %iaff, J. Walter Thompson Co.

• Shooting ox a river barge in ation in December that the camera

a 40-mile, subzero blizzard — watch- crew set out to cover practically
ing camera and cameraman momen- every foot of construction from
tarily entombed under four feet of Fall River to \^altham. Massachu-
mud. and lufrging equipment setts. In most cases it was possible
through hip-deep snow and icy to reach the vicinity of ordinary FIRESTONE'S NATIONAL PROGRAM
swamps. . . . operations by auto, but for the un-
Even the draftiest sound stage usual and spectacular phases of the • The FIRESTONE tire \M) Kl BBEK ture program includes a low -cost

is paradise as compared to these construction the crew proceeded, co.viPANY. .Akron. Ohio, has tm sound motion picture projector.
and other conditions encountered with equipment packed in expedi- barked on what is generally con- which is sold to dealers, along with
in filming Pipeline, the camera rec- tion wade through sev-
fashion, to sidered one of its most extensive .several pictures on Firestone prod-

ord of the construction of Shell eral miles of liip-deep snow and commercial motion picture pro- ucts. The dealer sets the projector
Oil Company's underground ar- icy swamps. grams in recent years. up on a counter in the store, as a
tery for oilbetween Fall River and miniature motion picture depart-
Beating the Thermometer The program divides into two
Waltham. Massachusetts. Acting as ment, and invites the customer to
It was a tough job to get cam- phases: first, motion pictures for
Thompson supervisor on the loca- see a movie show without charge.
eras, and in some cases recording the dealer trade: and. second, mo-
tion shooting I gained on this as- The customer is then shown a short
apparatus operating efficiently in tion pictures for the public, de-
signment a much greater respect motion picture demonstrating the
weather that marooned even four- signed to help Firestone tire deal-
for Admiral Byrd. advantages of the particular prod-
ton Die.sel tractors sent to extract ers sell Firestone products to their
uct in which the salesman is trying
The Perils of Loc\tion other stranded and frozen excavat- customers and prospects. The pro-
to interest him. An exact episode
one of the largest under-
.As ing equipment. good example of
.A ducer was Brobuck. Inc.
of this nature shown in the fea-
is
ground petroleum lines in the East, operating faced by the
difficulties This Spring, for the first time.
ture production. If ere On Our
and the first in the Boston area. production group was the occasion the entire Firestone Spring Dealer
If ay. in which the salesman uses
this project has attracted wide pub- when the camera and crew were Meeting program was put into
the movie projector to help sell
lic attention to its significance to high out on the mast of a welding sound motion pictures. Firestone's
a set of Firestone Life Protectors.
national defense. Pipelines are barge in the middle of the .\ssonent philosophy in embarking upon this
The picture then dissolves to full
numerous throughout the Middle River. Vi ith only one opportunity enterprise is based on the fact that
screen and the complete Life Pro-
West and Far W est. but the reason to photograph this operation of thou.sands of dealers in little com-
tector film is shown, just as it is
for their infreipience in the East layii^g and welding a pipe across munities all over the country are
seen by the customer on the pro-
is easily understood by the pro- a mile-wide river, the crew had to thus able to attend Firestone meet-
jector in the store. .At the end of
duction group who accompanied stick on the job during a 40 mile ings. By putting the program in
the short, the film dissolves back
the construction crew and machin- per hour blizzard most of the day motion picture form, comprehensive
to the group in the store.
ery through 59 miles of rugged ter- to complete their shots. \^ ith the dealer meetings can easily and eco-
temperature at 10 below zero, the
The screen play vvas written by
rain in dead of winter. To
the nomically be taken to every tire
camera lubrication rapidly froze, Lyne S. Metcalfe, co-author of the
break through New England's tim- dealer, no matter how small the
but a gasoline flush did the trick, book. ""How to Use Talking Pic-
ber, granite rock, and numerous community in which he lives.
and photographing proceeded tures in Business." who is now New
marshes in the middle of summer The backbone of the 1941 Spring
through the day at half hour in- ^ ork manager of Brobuck. The
would be enough to discourage any meetings which are now being held
tervals. Every other half hour was film was produced in Hollywood
enterprise, but to crack through 59 is a seven-reel feature production,
spent thawing stitT hands and frost- under the personal supervision of
miles with a four foot trench dur- entitled ff'e're On Our If ay. This
bitten faces around the barge's \^illiam .Alley. Executive Vice-
ing sub-zero \\eather was unheard is a story type production, full of
steam boiler. President and Production Super-
of in that neck of the woods. human interest and heart appeal and
visor of Brobuck.
It was at the height of this oper- I I'lmsc lurn to page '^iS I
provides a full hour's entertain-
.Also as part of the Spring Pro-
ment. a strong selling story
It tells
SHOOTING SHELL'S -PIPELINE" rates as th. year's toughest location assign-
gram. Brobuck produced a one-reel
ment as the film itself will testify for the camera crew who braved the 59 mile on the advantages to even the small-
mid-winter trek through the bleak New England hills. short, featuring .Mr. L. R. Jackson.
est tire dealer of the Firestone Com- \ ice- President Charge of Sales
in
plete Business Franchi.'^e. but it puts
for The Firestone Tire & Rubber
across its selling points in a subtle
(Company, in which Mr. Jackson
and effective way.
outlines 1941 Firestone .sales, adver
Cleverly worked into the contin- tising. and merchandising plans.
uity of the main feature is a one- Reports from the field are highly
reel short subject, entitled How the enlhusiaslic. Dealers are (locking
Firestone Life ProtecJor Protects to Firestone meetings in unprece-
y our Life and Saves } ou .\loneY. dented number.*, and invitations to
This was made primarily for con- showings had to be reprinted three
sumer showings, but its first an- limes in the first month. Firestone
nouncement to the trade comes when executives are convinced that sound
it is shown as an integral part of motion pictures provide them with
the main feature production at the a highly effective type of meeting,
dealer meetings. and Firestone dealers report that
This short subject is part of the sales are made in three cases out
Firestone 1941 Promotion Program of five when the customer is shown
for their dealers. The motion pic- one of the consumer movies.
(Above) These scenes are typical of Firestone's "We're On Our Way.*'

NiMBER Five • 10)1

 FOUR-WAY SELLING 4Za^WALLPAP£R
• 1\ ANY attempt to capitalize upon neither the manufacturer nor the
the individual (pialities of his prod- jobber call on during the year and
ucts, the merchandiser of wallpaper who.se sample books contain a.ssort-
faces almost insuperable obstacles. ed papers of various manufacture
Not only is there complete lack of and in a wide price range. In turn,
product identification at the point neither the dealer nor the paper-
of sale, but it is necessary to build hanger care to favor a particular
desire lor llii' unbranded brand of line at expense of any other,
the
paper among four separate parties nor does the jobber want them to.
to the sale: jobber, dealer, paper- The trade is eager to learn about
hanger, and ultimate consumer. new lines, however, and to recom-
Such a problem was satisfac- mend legitimate features of any or
torilyhurdled this spring by the all of the papers to the consumer.
DRYCLEANERS learn about modern selling methods Pay Dirt." United \^allpaper Factories, Inc.,
Shows Manufacturing Steps
with the aid of a seventeen-minute
sound film entitled Ask the Man The story of wallpaper manufac-

REACHING'PAYDIRT'WITHFILMS II ho Hangs It, which was created ture

human
is woven
interest
an interesting
into
plot, having
story
primarily to increase interest
• Modern ad\ f.rtisinc. modern be secured from distributors and throughout the trade but becomes an
been condensed to three and a half
salesmanship and modern business distributors' salesmen. minutes and carried in dialogue.
ultimate sales story for the con-
methods are shown to be the keys Shown By Distributors One by one, each of the "unitizing''
suming public as well. The pic-
to success in the retail dry clean- tests given the paper after its manu-
Pay Dirt is shown to selected ture was originated, professionally
ing craft in a new talking motion facture is demonstrated in the lab-
groups in the dry cleaning industry cast and produced by Chicago Film
Pay Dirt, produced
picture entitled.
through the invitation of The Dow oratory. Following this, the practi-
Laboratory, Inc. Although the pro-
for The Dow Chemical Company Chemical Company distributors. cal, everyday meaning of each test
ducer was handicapped by a re-
of Midland. Michigan, by the Jam A planned program ties in with is shown right in the home.
quest for delivery within three
Handy Organization. This picture,
the picture show. This includes ex- weeks following the decision to
A ten-minute quiz for the audi-
which shows the retail dry cleaner hibits of products and of display
ence follows the showing, and
make the film, results have proven
how to get the pay dirt out of his material for the use of the cleaner. prizes awarded for the five
are
the film a splendid means of build-
market, was planned to assist the best answers. Paperhangers are
All of which is calculated to make ing goodwill and a special achieve-
users of Dow Synthetic Solvent in more than Sam solvent! then called up from the audience
ment in the promotion of "unitized"
getting more customers and de- and asked questions on which the
wallpaper, an exclusive product.
veloping a larger, more profitable picture has just given the answers.
business.
Picture Has Four-fold Purpose
Salient points in the selling story
The purpose of the picture was
Based on Indlstrv Sir\ ev are really driven home by the pic-
fourfold: to describe the four ex-
In preparing this picture an in- ture demonstrations of manufac-
clusive features of these United
tensive .study dry cleaning
of the ture and testing.
\ HIGHWAYS \^allpaper products, to educate the
industry was made in order to find Public Distribution Later
? NEW ENGLAND paperhanger to recommend papers
out for dry cleaners the course the) ;

thus "unitized," to make the "unit- More than a hundred showings to

could follow in organizing their
izing" test understandable by show- the paperhanging trade were made
merchandising efforts and improv-
The title frame sums up this short. ing the mechanics of wallpaper before April first of this year, and
ing the sales methods of their em- scheduled follow
manufacture, and to weave all the the picture is to
ployees.
In the picture, a technically ani-
SCENIC NEW ENGLAND elements into a human interest sales meetings from coast to coast.

mated character, Solvent Sam, who
knows all the answers, gives voice
to three things the dry cleaner
should do in order to get the pay
dirt out of his claim modernize —
his business methods, teach
manship to his employees, and use
a definite advertising campaign.
After a detailed analysis
of the way which these objec-
in
tives may be accomplished, the
picture touches on the aid that can
story. The film was designed for \^'hen it can be released for public
• Another in the noteworthy use during the first third of the consumption, it will be shown in
series of theatre travel shorts pro-
minute period which com-
forty-five department stores, and later to
duced by Emerson Yorke is High-
pany representatives are permitted women's clubs, home economics
ways of New England, subtitled '"A
devote to their products at regu- and parent-teacher groups.
Northern Tour."' In his usual en-
to
lar spring meetings conducted na- The enthusiastic interest created
sales- tertaining style, the producer takes
tionally by wallpaper
paint and by the picture among the trade has
the audience on a scenic tour of the
dealers. Incidentally, such meet- been of help in the promotion of an
New Hampshire and Vermont hills
ings are attended largely by decora- advertising and point of sale pro-
is made and historic landmarks. A selection
tors and paperhangers, whom motion kit sold by the company.
of scenes worthy of gallery exhibi-
tion will be presented in next UNITED WALLPAPER FACTORIES, Inc., blaze a new trail in sound motion pic-
ture selling in a 17-minute film addressed to jobbers, dealers, paperhangers and
month's travel America section. the ultimate consumer. Produced by Chicago Film Laboratory. Inc.

[30] Business Screen

4
 I

%^

!^*^**-
y/f/H^Ui^--

RCA Motion Picture

Sound Equipment "Stars" for
over 6,000 Theatres

Get the same "star" performance

for your pictures with

RCA 16 mm. SOUND FILM PROJECTOR

For finer, clearer sound, , . more evenly. It reproduces sound with tone
that's full, clear, —
and natural at<^//v volume.
even light distribution on screen
In addition, operation of the RCA 16
. . . greater operating simplicity mm. Sound Film Projector is simplicity
rewound by
— here's your projector! itself.

motor
All size reels are quickly
— cleaning and adjusting are simple.
Threading may be quickly and easily accom-
WHEN
goes
the motion
something
industry
big
for
picture
in a great plished because threading line is cast right
And on the projection block.
way — you knoif it's good. // has Ui he!

over 6,000 American theatres use RCA For these reasons —and because so it's

Equipment! easy to carry — more and more rms are get-fi

ting this projector each week. It's the ideal

That's why we say give your pictures — instrument for making sales stories sing!
the /?ro/«WftW projection they deserve with
the sensational RCA 16 mm. Sound Film
Projector. Completely RCA engineered, it
16 SUPERIOR FEATURES— YET
gives new life, new sparkle to every pic- IT'S PRICED WITH THE LOWEST!
ture. It distributes light on the screen more
Trademarks "Victor. "ViccroU. Reg. U. S
" '

Pat. Otf. by RCA Mfg. Co.. Inc. In Canada.

-RADIO CITY MUSIC HALL in New York City RCA Victor Company. Ltd., Montreal.
hai RCA Motion Purun- SottnJ Equipment. Oitr 6.000
theatres on the other " BroaJuays" of America are similarly For better sound film projector
equippeti to provide their audiences with the finest performance. performance — use RCA Tubes

Eit*' iKiiincrciai Sound Division (BS-IJ

raoilO
(

>D^ KC .\ Manulacturing Co.. Inc., Camden, N.J.

RCA
Send complete information regarding
k! 16 mm. Sound Film Projector.
Vi 16 mm. Sound Rim Projector
COMMERCIAL SOUND DIVISION RCA Manufacturinc Co., Inc.,
• Name
Camd«n, N. I. • A Sarvice of tha Radio Corporation of America
(!ompany_

.\ddress

City _Statc_
^

Nlmkkk Five 1941 [31]

 1

^:t^Hi:i^!fs«SS^ '.uru -.11 'x<*i*' ;

VISUAL DISPLAYS
CHICAGO TRAVEL SHOW FEATURES FORTY
FILMS AS PRIMARY VISITOR ATTRACTION
(Left) Assn. of American Railroads features automatic
slidefilm projection.

• The increasing use of motion mm. Kodachrome as this size lends from 150 people up. The films are Treasurer,
Samuel Goldstein
pictures to sell travel was demon- itself best toshowings before clubs also used in the offices of travel Secretary. H. T.
Edwards
strated at the recent Travel Exposi- and schools. The films are widely companies to show interested pros- Directors. Benjamin O. Jen-
tion sponsored by The Chicago used by the travel industry and are pects the places they will visit on
nings. Horace Jones, Russell
Daily Neiis at the Stevens hotel in usually loaned free of charge to their vacations and are often eflfec-
C. Roshon
Chicago. In a special Exposition clubs and other organizations in- tive in closing sales. At the Daily Bertram Willoughby was elected
Theater adjoining the exhibit hall. terested jn arranging travel pro- Neu-s Travel Show more than 40 Honorary President by acclamation.
travel motion pictures were shown grams. Many of the companies different films were shown, cover-
for approximately eight hours a which have produced films send ing a wide variety of subjects, and
day during the five days of the portable projectors and an operator attracting a crowd at all times in BUYMANSHIP & DEFENSE: IJ
exposition. with the film to present the pro- the special theatre set up. {Continued from page 26)
It was a good many years ago gram if the group ranges in size In the Grand Ballroom, which from the purely selfish objective of
that transportation companies, slate seats Daily News Travel
3,500, getting the most for our money to
touristbureaus and other travel or- Club members saw motion pictures a consideration of the effect of our
ganizations began making motion produced for the Union Pacific purchases on the whole social
pictures to interest the public in Railroad {Rainbow Canyons of the economy. \^ e wish to refrain from
vacations. The first pictures pro- West). Denver & Rio Grande \^'est- a rush to buy. the hysteria of hoard-
duced were rather amateurish in ern Railroad Rails to Rainbow's
\
ing which will increase scarcity and
qualitv and overlv commercial, but End Greyhound
I
. Lines This ( send prices sky-rocketing. This will
the past three years has seen a Amazing America K Moore-McCor- not only bring added hardship to
steady improvement in the quality mack Lines {Incredible Rio). Illi- those least able to bear it. the fami-
of these travel films. This year's nois Central System {Mexico), and lies with the lowest incomes, but
product in nearly every case shows A "CLOSEUP" OF AMERICAN RAIL- theCommonwealth of Pennsvlvania
ROADS' exhibit showing the miniature also will react upon us all by in-
that expert professional talent is theatre glimpsed at left in the picture {Travelcade in Pennsylvania) Sev-
above. A short silent slidefilm is shown
.
creasing the speed and extent of in-
used and the films are almost in- continuously on the S.V.E. automatic eral travel shorts made by the large flation.
Picturol equipment pictured below.
variably interesting, beautiful and movie companies were also shown "X^ e need to teach, also, that in
concentrate on the attractions of at these programs. many instances substitutes will be
various sections of the country offered for the materials to which
while they minimize the commercial we are accustomed. Consumers
sales talk for railroad, air line or ANTFA ELECTS OFFICERS would like to be told about those
whatever institution is producing The Allied Non-Theatrical Film substitutes, not so that they can re-
the film. Association held fuse to accept them but so they can
its .Annual Con-
Most of the films are now in vention on April 18th and 19th. at know what they are getting and
sound and color and many of them the Hotel Astor in New York City. compare prices intelligently. In
employ expert commentators such The first evenings meeting was many instances the substitutes will
as Alois Havrilla. Lowell Thomas devoted to discussions as fol- be cheaper. Consumers would like
and other well-known professionals, lows: libraries and their problems; to know just how the substitution
^hile a few are projected in the legislation; equipment sales: distri- affects durability and satisfactory
35 mm. size, the majority are in 16 S.V.E. •AUTOMATIC" IN ACTION:
working long hours on cross-country
its bution and projector servicing: and performance. In other cases sub-
tour of rail terminals and travel shows,
this automatic slidefilm unit is doing a making the most of your product. stitutions will be new synthetic ma-
consistently trouble-free Job.
Note of Correction: Credit is The second day's session began at terials suggested to replace ingredi-
2 o'clock and was devoted to the ents not easily obtainable under
due the IvEL Corporation THE CHICAGO DAILY NEWS TRAV-
EL SHOW featured these exhibits (left) election of the following officers: war conditions. The modern con-
for construction of the unusual TWA's novel theatre entrance: (center)
"Mexico" in color on a Filmosound pro- President, Vi'. K. Hedwig sumer will wish to make use of
Socony- Vacuum exhibit featured jectorand (right) the Denver &. Rio
Grande's tiny theatre also featured a Vice-Presidents. Thos. J. Bran- these wherever possible to lessen the
on page 24 of our last issue. Filmosound unit and color motion
pictures. don and Harry A. Kapit disastrous effects of scarcitv."
 wmm ^

DESIGNERS
BUILDERS

SALES PROGRAM \

EQUIPMENT
STAGE EQUIPMENT
Stagettes
No more heavy, bulky "luggage" to dampen your salesman or Stage Fronts
customer enthusiasm —to rob your motion pictures or slidefilms Traveler Tracks
Drapes
of their usefulness and effectiveness. No more embarrassing delays
Turntables
while screens are —
made ready for a showing no wasted time in Switchboards
di'smantling. —
Up in a jiffy, down as quickly ready for the next
showing. Simple as 1-2-3!
PROJECTION EQUIPMENT
Movie Trucks
"Compact" models, seven convenient sizes up to and including 35mm Units
9' X 12', are carried in a handsome leatherette covered plywood 16mm Units
Slide Film Units
case not over 45" long.
High Powered Slide Units

Translucent Screens for rear projection are available in the smaller Stereoscopic Units

sizes: 41" x 56" and 4I/2' x 6'.

ACCESSORIES
For limited audience shows —The "Waldesk" is a popular, ex- Film Splicers

tremely low priced roller type screen, 30" x 40". It hangs on a wall Voltage indicators
Carrying Cases and Trunks
or stands on a table.

Standard equipment consists of a

screen and a screen envelope, two

sets of legs for adjustable heights,

leg brackets, and carrying case.

Available at slightly extra cost are ENGINEERING SERVICE AND

CONSULTATION
cases with accessory compartment
To meet specific visual sales promotion
(shown here) for splicers, extension
needs, specially designed units frequently
cords, and spare lamps and tubes.
cost less than standard equipment.

Write for Descriptive Folder 41.-/ You are invited to consult with us — no
obligation, of course —on equipment for

your visual program to promote "show-

manship in selling" to the public, your
MOTION PICTURE ENGINEERING CO. dealers, or your own organization.
tSIO TWELFTH STREET DETROIT, MICHIGAN
Designers and Manufacturers of Special Motion Picture
Slide Film and Sales Meeting Equipment.

Number Five • 1911 [33]

 PERSONALITIES/«^NEWS University and Armour Institute. At Illinois he
FILM PROTECTION • \^'lTl{ the election last nioiitli of William C.
was elected Scabbard & Blade, honorary mili-
to
tary organization and was commissioned as a
AGAINST
De\'ry to the presidency of the DeVry (lor|)ora- 2nd Lieutenant in the student officers' reserve
CLIMATE SCRATCHES OIL and DIRT
tion. the high tradition of this internationally corps. He was also elected to Skull and Cre.sceiu
THAT HITS THE SPOT known family name and the manufacturing pres- and Delta Sigma Pi. honorary fraternities ami
MOVtES v<lM£f^ STILLS tige whichconveys to the film industry will
it is a member of Tau Kappa Epsilon Fraternity,
he carried on by the of which he was president in his senior year al
son of its lately de- Illinois. In 1933 he married Marguerite Helhr
ceased founder and and has one voungster. Barbara Ida. aL'ed fi\e.
president.Mr. Herman
\. DeVry. Another
Better photo fimshers offer VapOrate son. Edward B. DeVry,
LOC.\L PRO.IECTION SEKMCE
VAPORATECO
protection for

INC
still negatives
Bm.HOWEUCO
was elected secretary
and treasurer of the
California and Pacific Coast —
130 W 46lh St Chitago Corporation and presi-
New York C.ly 7'* No L» Bre.
Hollywood dent of its educational ALLIED FILM EXHIBITORS, Inc.
subsidiary. DeForest's 672 South Lafayette Park Place Los Angeles, Cal.
Training, Inc. EXHIBITOHS OP 16MM. INDUSTBIAIi AND
The new chief exe-
WILLIAM C. DeVRY PUBLIC Bi:i.ATIOirs FIIiMS.
PRODUCER DIRECTORY cutive of the three-decade old projector manu- 56 exchang-es serv.njf 250
Western Trading Area.
commumties In the

facturing firm was in charge of its selling or-

r ganization at the time of his father's death. He SAN FEANCISCO
R.Uional
• PORTLAND
oir,ee,
• SEATTLE
brings a wealth of experience in film production
OUALITY PRODUCTIONS and precision projector manufacture to his post,
—
having actively produced motion pictures for
i\Iissotiri. Central Illinois. Etc.
BLACK & WHITE &. IN COLOR some years before he joined his father's organi- 41
zation in 1930. He has been sales manager of /(£H au4&ta^e Ut ST. LOUIS
Herman A. DeVry. Inc.. parent firm, and the and the States of Missouri, Illinois and Arkansas
<rl(rc)(nmJ
Du'ision of
WHItehall SI5I -:-
S
16 East
A R R A, inc.
Ontario Street -:- Chica
present DeVry Corporation since 1932. Credited
with having developed many new sound pro-
jector equipment markets, he has lately been re- 620 N
^ RAY SWANK
SKINKER BLVD., ST. LOUIS, MISSOURI

sponsible for the company's aggresisve develop- EXPERIENCED COMMERCIAL DISTRIBUTOR

Also Equipment Rental and Complete 16 mm. Library
ment of new types of 16mm sound projectors.

he
Educated
starred
in Chicago's Senn high school where
in prep athletics, the tall, broad-
!\ew York, INew Jersey, Connecticut —
shouldered new- DeVry prexy continued his
lOmiTI & 35MM
16MM ii^Vnvn
CX
'"o*'0" picture proiection
service. Arrange club.
educational career at the Universitv of Illinois. school, church showings, supply equipment and operators.
Full responsibility, one-time or long runs in New York.
STRAIGHTFORWARD After leaving the University he worked his way
New Jersey, and Connecticut. Continuous proiection and
up through the selling ranks from the retail sound-slide film service. Have largest local list of the-
atrical outlets for top quality industrial films.
INDUSTRIAL ILLUSTRATION camera department of a Chicago department
FOR USERS OF store to the managership of the camera depart- KING COLES SOUND SERVICE. Inc.
16mm MOTION PICTURES 203 E. 26th ST.. NEW YORK CITY LEi. 2-6781
ment of the Atlas Stores:
STILL PICTURES • SLIDEFILMS Carrying the DeVry family tradition to the
COLOR third generation are "Bill's"' two youngsters. New England Stales —
STANLEY STERN '^,^''^^^^'Tl Diane and Dinah. Mrs. Bill is the former
Helen Filkey. holder of seven world track —in BOSTON see PATHESCOPE
records and an internationally known sports
celebrity before her marriage. FILMING in 16inm, plus
SLIDEFILM EQUIPMENT office-hour hobbies, the
In his after-
new DeVry prexy's loval-
,^
l,l\i 1
Color, "A6i the Local Angle"
ties are equally divided between golf and yacht- W rile or phoae the

^ke PICTUREPHONE ing with the intricacies of magic his real hobby,

DeVrv PATHESCOPE CO.

jor Training, Sales, E, B, Is Secretary-Treasurer
Since 1926 when he became associated with
438 Stuart St., Boston Tel. COM 0«40
Demonstrations, Meetings
the company founded by his father and its late
Tlie Only Complete Lino of Sound *ilide Film
Projection Equipment on the Market. VChat-
ever Vou Need, We Have It. Twenty-Five Ex-
president, Edward B. DeVry has served the Ohio, Michigan. Etc. —
projector manufacturing organizatiion. In
clusive Advantages. Radically Different.

W rile us today . . .
1928 he became its secretary.
sponsibilities
To the new re-
1,i25,000
of sec-
O. J. McCLURE TALKING PICTURES retary - treasurer and
est Rural Residents See Our
Middle West Oui Programs
1113 W. WASHINGTON BLVD.
CHICAGO, ILLLINOIS president of DeForest's
P/i,.np C \Nal 4914
Training. Inc.. he
therefore We can show
>w YOUR INDUSTRIAL FILM
F to this
brings a

FILM SHIPPING CASES wealth of experience

company's manage-
the
in
Audienoe
ment affairs. RATES ON APPLICATION

SAFEGUARD YOUR FILMS Having served for a TWYMAN FILMS. I

brief interval in the

INSIST THEY field of industrial film
ON PROTECT production
EDWARD DeVRY
he is also CLASSIFIED AD\ EKTISING KATES
FIBERBILT
16MM REELS B.
well
ii J
versed m
•
.1
the Special rates n.s httf as S9.00 per insert'on
AND FILM problems of ei|uipmcnt users and producers. arr available fnr tUsplar service announce-
SHIPPING WHILE Born in Chicago. Illinois. June 15. 1902. "Ed" ments ttn this pane. It rite fnr full particu-
CASES IN TRANSIT lars and a lavtntt.
attended the University of Illinois, Northwestern

(341
Risi.NESS Screen
 RICHFIELD SLIDEFILMS
Marketing of a new aviation-type
gasoline for motorists was accom-
panied by Corpora-
Richfield Oil
'"^V:v<^,
„ ^e " 0e^
lions use of a new dealer sound
slidefilm and a silent 16mm. Koda-
chrome production which presented
visual statistics for executives and
personnel: at the same time a con-
sumer slidefilm was made available
to farmers and ranchers. Fred-
erick Rockett produced the entire
program.
torliftvtt jar "41. the dealer slide- NO! Your product is already a star in its own field. Now
film, is keyed to the thesis that "vic-
can take
it its place on the theatre screens of the nation
lory goes to the armies with the best
industrial organization. From end — nearly 10,000 under agreement to Alexander. YOUR
to end this land of ours teems with PRODUCT— your company can reserve preferred posi-
activity — the greatest mobilization
Why
for defense in our history — that
tion before the eyes of millions of theatre patrons.

TWO NEW RICHFIELD OIL COM- democracy shall not perish." Trac- not use the type of showmanship to be found only the
PANY slidefHm feature montages indi- In
cative of unusual photographic quality. ing the story of rearmament and
(Above) Mobilization for defense is the use of all-color, sound moving pictures to do that next
theme: (below) Richfield's new Forti- showing through news pictures rea-
fied 100 Octane gasoline give the swift-
ness and smoothness of flight to today's son for its need. Richfields part in big selling job for you?
automobile. F. K. Rockett produced.
research to develop finer aviation
fuels is clearly indicated. From We have arranged for the theatres and we have
Novy's 70 Projectors this point it is a step to the intro- the organization for plocing your movie-ods in

The Navy possesses over seventy duction of a new alkylate gasoline any area you choose. Let us tell you about it!

16 mm projectors used by its Re- «ith more than 100 octane rating
cruiting Service. On its ships and which has been made available to
bases
sound
it

motion
has over
picture
350 35 mm.
projectors.
the motoring public with the slo-
gan. ""Richfield Powers Planes for
ALEXANDER FILM CO.
—
\our .\rmy Let Richfield Power COLORADO SPRINGS, COLORADO
^ our Car."
Dealer aids wildflower seeds, —
uildfiower booklets in color, na-
tional and regional advertising
are shown, and John \^ aid and Don
Forbes, the two Richfield Reporters,
handle most of the narration in
their usual radio manner.
Given a good production budget,
HOLLYWOOD COLORFILM
this is an unusually "live" slide- CORPORATION
film; it runs 28 minutes. Story was
written by Robert Hixson of Hix-
son-0'Donnell. Inc.. Richfield's ad-
vertising agency. Photography, in- that preparati<»ii!< are hom- complete for print-
cluding some striking montages,
ing and processing 16mni soiind prints in
FOR HOUSE TO HOUSE was done by James Fullerton.
Perry King directed.
Traclur Tips. Richfield's second
new slidefilm. is intended for the
FOR RICHNESS AND FAITHFUL COLOR REPRODUCTION
education of farmers and ranchers
Here The new sound
it is!

film projector
. .

you have been wait-

slide
who are notoriously careless of ex- u^ Ut/iee. calo^
ing for. pensive equipment. Production runs
Specifically 2K minutes. Leading tractor manu- FOR ECONOMY AND PLEASING COLOR REPRODUCTION
designed to meet the
problems encountered in door-to- facturers cooperated in supply data ude twa coio^
door sales presentations. Rapid set- and mechanical equipment for use
up. Light 'Weight. Good Projec- in the production. Profiles, cut- Either color method assures you of uniformity, permanency,
tion. Perfect Sound. It otters aways and other demonstration and transparency in color, of the highest ([ualily. from )our
every desirable advantage. original negaliies or Kodachrome subjects, at prices you
techniques were used to splendid
A low priced quality unit — advantage in this good-budget film. —
can afford to pay plus speedy delivery.
typically RADIAD. Subniil snniplps of your <iri!;inal iie;;alives or
fitr furthrr tirtails C4t¥isutt ytntr Utcal Kodarlironie for a eonviiiein^ lesl print to be
dfalfr itr film priiihicer ttr irritf — niaile for \t)ii at our expense.
In ii.f itirrcl. /t's ^00 in 1 This Year!
154 E. ERIE ST. • CHICAGO BUSINESS >ND EMflOYEE CliOUP DOtlMS Phont', UTitf. or irire
FQII THE GREITG) NEW YORK FUND
Halp Support
400 Health and
HOLLYWOOD COLORFILM CORPORATION
W*lfar« S«r-
.kxlhoiNEED
230 West Olive Avenue - - - Burbanic, California
MORE MONEY Phone: Charleston 6-6477
ro K*«p CcingI

GIVE TO THE CREAnS NEW YORK FUND! -

NiMRER Five • 1941 [35]

 cen« ^o..b ^
M^^--"'
"::r .-- ^r:. -- r: r». --r:,
at the ^^^ ^,.
Here
°'

^' *Vs ^"P^'^ " on e'#^ ^^ai„gs.

«''^^'
ftc), ^i aVt

-'^:t;--""::a.o.u-^-:;...we-^^
^ ^^
^'^^ theau^^ ^„..h ,„a con-
\s«Vct.
shopP'"^'^^ VesVnoper««"S' ,,,utWes.
aaVa-«"=*^'

you. b- .ftaency
i^
^^^
„n.es,
aflor<i

ve"---^tlae.a«/«" --;„.,. .«.ce WO.--

,Uesa"«i-'"'

Modern theatres anrt meeting; rooms ADDRESS INQUIRIES TO THE OFFICE OF

— an exclusive building feature. THE PRESIDENT • MR. J. C. THOMPSON

AT THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILDIN)

20 NORTH WACKER DRIVE Business Screen

[361
 the open house is over prints of

the new films are released to deal-

ers, most of whom are equipped
with projcetors. Many dealers have
special projection rooms in their
places of business and a few have
two sound projectors — one to con-
duct shows at the home and
office
the other to
in the territory.
do the same thing out &UX;
The plan works. Its principal
result is cutting down the time and
FIRST MILLION SEE THE NEW
MEAT FILM— R.
eral
C. Pollock (left) gen-
manager of the National Live Stock
cost of making sales. Dealers who THESE TWO 16mm DEVRY MODEL
and Meat Board, receiving from H. J. formerly had to take a county hoard
Spiess (right) and Edward J. Mayer,
or a farm family far out into the
SOUND PROJECTORS ••9R-12"
executives of Castle Films. Inc.. their The new low • prired
report showing that the Board's new mo- purtable Ifimm nound
tion picture, "Meat and Romance" had
territory toshow them a machine prujerlor with iwiii air-
Just passed the million mark in number
of persons seeing it. Since November
doing their kind of work, now in- SERVE LEADING plane
ideal
luKsaKe
for
caae«
the maa;
15 the picture has been shown in all vite the same group into the movie field u«es uf the loduit-
the 48 states in junior and senior Irlul sponaor.
Of
high schools, colleges, churches, cooking
schools, department stores and before
room and show- them not one, INDUSTRIALS Slop-on-fitm

women's clubs and meat trade groups. but many machines doing the very
type of jobs in which they are in-
terested. Jobs that are out of sea-
CATERPILLAR: son, like snow removal in July;
iConlinufd from pa^e 28 I or far out of the territory, such as
out task of producing the nation's an unusual operation in another
food supply. state or at the opposite side of the

Most of these jobs are primarily continent can now be brought into
concerned with national defense. All every dealers salesroom or any
of them are subjects for pictures prospect's office.

that explain the Company's part in This is the great value of com-
the defense program to its custom- mercial movies for this large man-
ers and friends. ufacturer of track-type tractors,

During the last two years four- Diesel engines and road machinery
teen new sound subjects have been and it is an advantage that has

released. As usual these films were been proved time and again
prepared, edited and the narration throughout the quarter century that
written in the company's advertising the Company has carried its sales
department. The recording was done ^'o^y to the silver screen
at Chicago Film Laboratory using a
Location Specialist
THEY CHOSE DEVRY
professional narrator and recorded DEVRY QUALITY PROJECTION CAN SERVE t vrtl Molur Cnmpatiy
music and sound effects. Two pic- .\llei some years of manufactur- Inlrrnaliunal liar* eater

ing experience, during which time Company

tures, as noted above, have been YOU IN THE FIELD, SALESROOM, FACTORY Caterpillar Traelor Cotnpanv
produced in Kodachrome. he became proficient at industrial \IIi».r.halmert> i.o.

photography. Stanley Stern joined Juist serves so many of the nation*s outstand-
as it Hell Telephone to.
Minneapolio-Mollne Implement
Use Two Methods of one of New York's larger photo- ing industrial leaders whose sound motion picture
Company
Distribution productions are shown on DeWy equipment, so B. F. Coodrlrh To.
graphic establishments. There he
De\ rj sound quahty and screen brilliance can serve H. J. Ilein Co.
Two principal methods of distri- became salesman and sales manager,
you in making vour next film presentation a con-
bution employed.
are New films and familiarized himself with the vincing, sales-making performance! For almost
are given their first showing at a broader field of advertising. Leav- V.
series of "Open Houses" which are
staged in various dealer's places of
ing them he set up his own shop, a
tiny one man place and achieved a
three deeades, DeVry projection has served Ameri-
can business; in 1941 these same users and many
others are utilizing the latest DeVry models to
-a-
business during the winter and early reputation in the handling of loca- bring superb new productions in color and sound
spring of each year. Customers, tion business assignments. to appreciative audiences evervwherel
prospects and friends are invited He has no studio facilities, seek-
GfT THIS STORY IN PERSON:
to these meetings, which are gener- ing only location work, and his ap-
ARRAN&E FOR A FREE DEMONSTRATION
ally all-day affairs with a luncheon paratus is all of the portable type.
served during the noon hour. After He goes to the place where the ac-
tivity goes on. instead of bringing
the job back to the camera in the
studio. His field thus covers all
DEVRY U MM.
the usual and some of "INTERPRETER"
the unusual forms of ^ ide theal
qunlilT .01 id p
iiulustrial and business
Jeellon bef
photography, and is rare* in ihe field.
the UtXiyry. or iIm
aimed at satisfying the .ale-room. "Ihe In
terpreter" eTeiiipti.
SCENES THAT NEVER FADE! ni'cds for medium bud- fie*
1 < m
the
m
hne-t
projerllor
In

nrlinilinn atlile.l fii,linK, bicedinc.

. . .
gels whose require- <|uallir. I i fe-l i kr
loiind repnidiirtlor
"wcaline "ikI ri>tlinK prevented Mprtieket ments for accuracy and
. . .
brim.
ten.HJon rediiird . .. renews old film, pre- -the uh
intelligent co-operation
»er\er. new. Once pro^e^sed, no waxinc is 28 yearn of experl-
enee in bulldlnu
needed, fire limps ih,- li/r „/ y„iir /l\m al are no less stringent
n lyrr small cist —
think ulial you sme.'
Write for full delail>. proof, and price
than those of heavier
prerlolon motion
(ilelure e<|tilpment.

schedule. pictures.
I'rtfthtcfil />» ihf ,Mj/m
O'SULLIVAN FILM PROCESS Mftttifin fiusinens
sktlltit. OeVry manu/arturrn rr4Ty thing
5iai SVNTV MOM) \ flOl Li:vvRi>
v.xpvrivurrti rra/tsmrtt ii/io hitilil fttr thf rt'cording and prnjec-
Scr4'fn ir/if'n tcriting
IIOI.I YWOIIII ( M rHIHM \ th*' nttrhi'/aiH4His Ih-i ry .'i3nim tinn ttf h*tth Jit and .'i:'imm
f«> adrrrtistTx. St ltd in S4mrul earner n and thv inund and ititfnt nxatian pic-
theairv simnd pntjfftitrs. tures.

Nl'MBFK FiVK 10 u
 — "

SHELL'S "PIPELINE"
(Coiilinueil from pugr luriil\-iiini-'\

The chief characlers in this pic-

ture are the "Bulldozer. "
'Boom-
and ''Backhoe." The
Who Sees Advertising This
rat."'

ildzer " is scoop

a tractor with a
""Bull-

phjw attached to the front. This

Time of Year? combination is used to shove ex-

cavated dirt back into the trenches
after the pipe has been laid. The
"Boomcat " is so named as it is a
specially rigged caterpillar trac-
Hope You Enjoy Your Vacation! tor sporting a boom-like arm from
its side. The boom has a cable
and hoisting equipment attached.
This apparatus has a triple dut)'
of carrying, raising and lowering.
and bending pipe The "Backhoe
is a special trench-digging shovel
which works on back scooping
principle, drawing the dirt toward
itself and dumping on either side
of the trench.
Many nerve-jolting but amusing
incidents occurred during the film-
ing of these man-made monsters at
work. On one occasion the camera-
man was trying to get an up-shot of
backfilling dirt coming into the
pipe trench after the pipe had been
laid when the "Bulldozer" over-
shot his mark and buried camera- TYPICAL OF ELGIN'S SCREEN CAM-
man and camera under four feet PAIGN are these scenes from the cur.
rentiy showing graduation theme re-
of mud. lease. The new series, produced by the
Alexander Film Comoany. Colorado
This Taives Determination Springs, is showing nationally.

On another occasion excavation

bad been completed on both sides
Elgin Screen Ad Campaign
of a marsh. The "Backhoe" pro- The Elgin National Watch Com-
ceeded to dig through the swampy pany. Elgin Illinois, is now using
area when the cameraman decided campaign pre-
a screen advertising
it would be a splendid opportunity pared for the famed Matchmaker
to catch the apparatus digging to- through the Alexander Film Com-
ward him. He set up his equip- pany, and now showing nationally
ment in a deep trencli at the oppo- through the far-flung distribution
site end of the marsh. As the service of the producer. One of the
"Backhoe" broke through the last reels carries the graduation theme
piece of marsh, a wall of water of the month. The series is ex-
Crowds change with the seasons, but there's came rolling into the trench, dous- pected to show unusual direct deal-
no vacation from buying! All you need to ing the cameraman, director, and er results and is so planned.
some equipment. Flash thinking
pull the buying YOUR way is a new point
saved the camera, but dampened put. one another, through
after
of focus. It's yours — effectively and spirits in freezing weather ter- the line in one day: how the type
economically — in a business production by minated shooting for the rest of of product, speed of flow, pressure
the day. and temperature are checked and
Numerous similar occurrances controlled from an amazi::g dis-
plus constant adverse photographic patch board in distant New \ ork

ADVERTI-FILMS conditions gave this motion picture

unit about as tough an assignment
as ever experienced by any com-
City.

nel of
It also

vital
stresses
tancc of a safe underground chan-
supply to
the impor.

industry,
"Timely as the next tick of the clock" mercial producer, and one rivaled motorists,and home heating lin

only by the newsreel cameraman. peace time and war). \^ilhin the'
For this reason, the picture Pipe- service area of the pipeline are Ft.
1585 Cross Roads 6671 Sunset Boulevard line, as completed, employs the Devin. Framingham .Mrport. and

HOLLYWOOD realism and spot news interest of

the newsreel plus a high level of
Bethlehem Shipyard.
The Narrator, John Mclntyre.
Hollywood 7349 human interest magnified by the tells the entire story in Texas di-

narration. The story tells how a alect, from the point of view of one
handful of Texans. old hands at of the Texan specialists first e\-
JOHN J. BOLAND RAY NAZARRO the pipelaying game, cooperated [)eriencing a New England winter
Producer- Director In Cluiri/c of Pn>(hictioit
with six hundred "rock-ribbed"' and native resourcefulness.
Yankees on one of the toughest The seventeen-minute film is cur-
achievements of its kind in the rently being exhibited before club
country: how 651.000 gallons of and school audiences ibrcnighout
twelve different oil products can be New England.

PRINTED BY M KALLIS S CO., CHICAGO. SM-fll

They Re-orde
Here is of industrial, educational, governnwnt(d
a partial list

and other users of Anipro projectors who have re- ordered again
—
and again on the basis of the performance of their original
purchases. Some of these customers have hundreds of Ampro
precision projectors in constant operation:

Allis-Chalniers Company Keystone State Amusement Co.

American Air Lines General Tire and Rubber Company
Firestone Tire 8C Rubber Company Wilding Picture Productions, Inc.
Frigidaire Division, General Motors C.C.C. Camps in Sparta, Wis., El
General Electric Company Paso, Tex., Phoenix, Ariz., Fort
The Jam Handy Organization Bragg, N. C. Columbus, Ohio
Massey Harris Company Ideal Pictures Corporation
Mead-Johnson Company U. S. Navy Recruiting Service
ShellPetroleum U. S. Dept. of the Interior
Fisk Tire Company Boards of Education in New York,
General Motors Acceptance Corp. Chicago, De-
Servel (Electrolux) troit, Kansas
Anheuser-Busch, Inc. City and hun-
Stewart- Warner dreds of other

Illinois Bell Telephone

cities and
many other
Dictaphone Corporation
Wright Air Field
and Aikman
Collins
Barrett Company
Union Carbon &. Carbide Co.
Kraft Cheese Company

Showing complete line of Ampro I6mm souno

on-film, silent, and convertible to
sound models.
Thousands of Ampro precision projecters are
rendering splendid service for the sales depart-
ments of America's largest corporations. Find
out what thev can do for vou.

AMPRO CORPORATION. 28 19 N. IXcstorn Ave. ChicaRO. III.

Please send mc new Ampro CaCaloR. I am particularly interested in:

AMPRO
PRECISION CINE EQUIPMENT
Name
Addrtsi
City
n
New Amprosound 16mm Projectors.
Ampro 16mm Silent and Convertible to Sound Projectors.
Ampro Continuous Projectors.

Stale-
THE DOW CHEMICAL CO.
il^ieiOHti,—

&:^\

k».i

AfjETA/OOS

\^

MAAFSAIfSAffAf ^ ^«K^
OUT OF ii».
ROUTE MEN
COUNTER CLERKSy

K
~~\

USE A JAM HANDY PICTURE..

DEFINITE
ADVERTISING
CAMPAIGN "Pay Dirt" has nothing to do with gold mining but it's

every bit as entertaining as a "western" based on those

romantic days. In this talking picture, The Dow Chemical
Company dramatizes proved merchandising methods of the
most successful stores in the dry cleaning industry.

A picture of this type, designed to help dealers improve

their selling technique, cannot help but create goodwill
and more business for its sponsor.

TAe JAM HANDY Ok^^ni^aHon

Sales Meetings • Slidefilms • Talking Pictures • Convention Playlets
^ New York ^Wilmington ^ Washington, D.C. ^ Deboit Vk^ Dayton ^Chicago ^ Hollywooi
19 West 44th Street 922 Shipley Street Transportation Building 2900 East Grand Boulevard 311 Talbott Building 230 N. Michigan Boulevard 7046 HoUy wood Boul -

VAnderbilt 6-5290 Wilmington 4-2401 REpublic 8036 MAdisoa 2450 ADams 6289 STAte 6758 HEmpktead 58C
 ACAZINE OF COMMERCIAL AND EDUCATIONAL FILMS

FILMS AND PROJECTORS ARE

IN THIS ISSUE:
ESSENTIAL WEAPONS FOR NATIONAL DEFENSE
ff]
 CHARLIE BUTTERWORTH
Advertising Manager DeLuxe^

'Am I ever proud of

^ HOW HE SOLVED A BAFFLING PROBLEM
my good judgment!"

0**Not long ago our board decided we 0"lt had to be an exceptionally good 0"So I contacted a coupla' pals who
needed a commercial movie to in- picture— well written and up to theat- had just completed pictures for their
troduce a new product. It was up to me to rical standards of production... theaverage firms. They both said 'Paramount's the
choose the producer — it had me stumped!" commercial picture just wouldn't do . .
." only outfit that fills the bill EXACTLY!'"

^OUNT PICTORf * Starring in Paramount- produced

commercial film, "THERE'S
%^
, Your Seal r^J^: of Success
NOTHING TO
house Electric
IT," for
& Mfg. Co., placed
through Fuller & Smith & Ross, Inc.
Westing-

PARAMOUNT PICTURES INC. • 1501 BROADWAY, N. Y. C. INDUSTRIAL FILM DIVISION

 . . .

MEET COMPETITION Where Competition Begijisj

COMPETITION doesn't begin at the dealer's. It Then, when you produce a film, heed the
begins at the bottom— between the other example of Chrysler, Ford, General Motors,
fellow's and your designers, craftsmen, and mer- General Electric, Kenwood Woolens, and
chandising men. many other progressive firms who show
Only with motion pictures can you give the their films with Filmosound Projectors.
factory-confined men behind your product a They know that no sound film can rise above
chance to show prospects why you use certain the quality of the projectors which repro-
designs, certain processes, and certain materials. duce it. They insure theater-like results with
Equally well, your business film allows you to Filmosounds, made by the makers of
complete your sales story and finally to demon- preferred Hollywood movie equipment-
strate to every prospect what your product will Bell& Howell Co., Chicago; New York;
do for him. Hollywood; Washington, D. C; London.
how on this Established 1907.
Perhaps you wonder to capitalize
modern selling medium . . . how to start making
to whom let Your Secretary
a business film ... its cost . . . where and
are answered Mail This Coupon
it can be shown. These questions

concisely in a free, 36-page booklet. Showman-

ship. Write for your copy. BELL & HOVTELL (:OMP.\NY
1808 Larchmoni Ave.
Chicago. Illioois
FILMOSOUND "COMMERCIAL" CARTOONS IN COIORI For "sweelening" commercial Send 36-paKe. illustrated book-
let: Shoumaiubip. Today' t For-

Compact, single-case l6mni. sound film projector espe-
ciallydesigned for salesmen. Film capacity for 55-minutc
uninterrupted program. Capable in office or moderate-
sized auditorium. Other B&H models for every need.
programs, your sure-hit choice lies in carloon shorn in /nil mmU for SeHmg. and cirniltr.
color, now available from B&H Filmosound Library.
Send Hou- Buunrtt Mecirs Tell amd SrU.
coupon for details . . . and, for quantity price quotations,
indicate quantities of subjects and prims needed. Same

Company .

PRECISION-MADE BY

BELL & HOWELL

. \iidrtss.

City. . State as NO <

 ——

C it 11
NEWS i COMMENT
E u rests,

cunstruclivi'
fare.
Featured
lieallli and medical care as
measures for his wel-

in the film
animations tracing the rise and fall
are several

OF THE STUDIOS of veneral di.sease rates during the

times of multilization and peace

L^Lue
iiiiiiiiiiiiiiiwiiiiiiiii
* * *

^iiiiiiiiiiiiiiiiiiiininiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
through 1840 to 1917.
Narrated by Ben Grauer. Nation-
al Broadcasting Company's com-
mentator, the film was produced by
In Defense Oj The Nation. Tin-
the Jam Handy Organization for
American Social Hygiene Associa-
41 ,
*/• \^^ tion's new talking motion picture,
the American Social Hygiene As-
sociation. The production was made
is sponsored by the Association's
under the supervision of \X alter
Committee on National Defense .Ac-
(Jarke. M. D.. medical advisor. Roy
tivities. The film is designed to
Gibson of the Jam Handy Organi-
show how the community can help
zation served as director. Joseph
protect soldiers, sailors and defense
Bannon as assistant director, Irving
workers from the social disease.
" "Every Citizen's Job' might well Browning as photographer and Jos-
eph L. Stenek of the American Soc-
be the title of this new film." said
BOB HAWK entertains a Chanin Auditorium Audience Phillip R. Mather, chairman of the
ial Hygiene Association's stafT as
bejore a brojdcail over the Aiutual netnork supervisor.
Committee. "I cannot too strongly
In Defense oj the Nation is avail-
emphasize its me.s.sage that while
soldiers, sailors and industrial
able both in 16mm and 35mm
workers are preparing our defense, sound prints. Orders for over one
every citizen shares in the respon- hundred prints have been recorded
in advance of the film's release.

Chosen... helping to protect them

sibility for
from the ravages of syphillis and
gonorrhea, those deadliest of ene-
mies lying in wait for them on every
Health and welfare agencies may
secure copies of the film for review
by writing to the American Social
hand. This film tells how the job
Hygiene Association. 1790 Broad-
FOR IMPORTANT EVENTS can be done and everyone will want \^ ay. New' York. New York.

to see it."
Progress in 3-Dimen$ion
Opening scenes depict America
For important press and trade previews, first showings to boards mobilizing manpower and machine #DlRI.\G THF PAST TWO YEARS.
of direaors, sales conferences, dealers' conventions, style shows power for purposes of defense and since Polaroid has been made avail-
national security. The history of able for the purpose. Ave have seen
and announcements of new products and manufacturing pro-
veneral disease during periods of the first successful large-scale show-
cesses, large business organizations year after year choose the
national emergency is pictured and ings of three-dimensional pictures,
Chanin Auditorium. the way
which every community
in both in still and motion picture
can fight commercialized prostitu- productions. The firstcommercial
The location is as distinctive as it is convenient — on the 50th
tion, spreader of syphillis and gon- application of Polaroid to such pic-
floor of the 56-story Chanin Building, opposite Grand Central lures was made in 1939 when a
orrhea is shown. Communities are
Terminal at 42nd Street and Lexington Avenue. urged to make the man on leave in •^5mm black and white three-di-
towns near army camps and naval mensional production was used as
High-speed express elevators, ample foyers and smoking rooms,
bases welcome and to provide a feature attraction at the Chrysler
comfortable opera-type chairs and, above all, the dramatic view sports, recreation, good food and ( /'lease turn to Pas.e Six \

over all New York mean comfort and enjoyment to all whom
you invite.

for displays
Large space adjourning the Auditorium
and refreshments.
is available
BUSINESS
VOLUME THREE • NUMBER SIX
SCREEN • SUMMER 1941
Stage facilities, lighting equipment, motion piaure and public
Cover Subject: From "Defense for Atnerica" Paramount-produced {In-
address systems, dressing rooms and working space all are ar-
dustrial Division)short subject for the National Assn. of Manufacturers
ranged for the utmost efficiency. noiv showing in theatres througii distribution arrangements by
Modern Talking Picture Service.
The Auditorium is in charge of a staff accustomed to tendering
Visual Aids and the Labor Problem 11
a painstaking service that meets the needs of even the most exaa- Projectors Are Essential to Defense 13
Let the People Know With Films 15
ing and complicated events. Curtiss-Wright Meets Defense Problem With Films 16
Mass Methods in Pilot Training 17
Complete information concerning facilities, rates and avy.ilable Reviewing the Recent Business Film Releases 18
Chronokinokraphy The Latest Word in Production 20
dates will be furnshed upon request.
Borden Puts Elsie in Pictures 21
The Insurance Agent Turns Public Servant 24
New Equipment Production attd Projection 32
Business Screen Magazine, issued by Business Screen Mai^azines. Inc.. "20 North Wacker

CHANINT AUDITORIUM TJrive, ChicaKO. on July I.t. 1941.

Ea.stern
4-111.14.
Editor: O. H. Coelln. Jr.; .Art nirector Dan Runyan-
Editor: Robt. Seymour. Jr.: New York Offices: Chanin BIdjr.. Phone Murray Hill
We.stern Editor: H. L. Mitchell. '.'469 Hill Street. Huntincton Park. Calif.: Phone
LAfayette 466S. Washintrton Correspondent: Arnold Kruckman. Burlinprlon Hotel. Wash-
:

50th floor of the chanin building ington. D. C. Acceptance under the .\ct of June ;>. 1934. authoriz«l Februai-y 20. ms't
Issued 12 times annually —
including 4 special numbers (not circulated in the business field).

122 EAST 42nd STREET NEW YORK • • •

Subscription: S2.00 for business numbei-s Foreicn and Canada $3..'^0 : Sincle Cony .^llc.
f<

Entire contents Copyrighted 1941 by Business Screen Magazines. Inc.

U. S. Patent Office.
Trademark Renr.
:

(IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^

ituHinesa Servvn
 How Will Your Company
Survive the Sales Boom?

WHATNational
with Ihe
in
and the Big-Pay Jobs
Draft
Defense, many companies are find-
lure of

ing their sales and service organizations seriously

II you wani proof that Caravel depleted.
Plans get results, check with

Some of these companies— forgetting the aftermath

American Can Company
of the last great war emergency— are hiring whatever
American Viscose Corporalion
The Bales Manufacturing Company people they can get and trusting to luck that the mis-
Wallace Barnes Company takes won't be loo cosily.
Black & Decker Manufacturing Company
Cadillac Motors Other companies, taking a long look ahead, are
Calco Chemical Company, Inc. going in for intensive training programs; and it is
S. H. Camp & Company here that Caravel can be of vital service to your or-
Cluett, Peabody & Company, Inc.
Dictaphone Corporation ganization. Three ideas for immediate consideration:
E. I. duPont de Nemours
—A training program that will quickly gel over to inexperi-
Eberhard Faber Pencil Co.
enced sales people in the retail outlets your basic selling
Ethyl Gasoline Corp.
points and most resultiul selling methods.
Godfrey L. Cabot, Inc.
The B. F. Goodrich Company —A training program that will show your sales force how
Hart Schaffner & Marx to build good-will with customers whose needs you can-
Jenkins Bros. not now so readily supply, how to strengthen your ties with
Johns-Manville Corporation the better outlets, how to change dealers into first-grade
Kenwood Mills merchants.
Mohawk Carpet Mills, Inc.
National Biscuit Company
—A training program that will widely demonstrate to whole-
National Lead Company
saleand retail sales executives the most effective ways to

Pepsi-Cola Co. merchandise your products.

Socony-Vacuum Oil Company, Inc.
Swift & Company
Even though you may be deep in production prob-

Talon, Inc. lems, we urgeyou, in your own interest, to lear out

The Texas Company this message, write across it the two words "Please
investigate," and see that the proper person follows
OR ANY OTHER CARAVEL CLIENT
through. An important and profitable thing to do
RIGHT NOW.

CARAVEL FILMS INCORPO RATED

New York • 730 Fifth Avenue • Tel. Circle 7-6112

Xunthor Six 1941

 tern slides: the SVE projector

(JAMERi C,r mentioned is equipped for two by

two inch slides as well as slidefilms.
an sales managers idunliitui'il frurn I'a^r Four)
All these projectors employ a

S£U ?
dual optical system. One type uses
(k)r|)oiation exhibit at the first edi- two lamps and the projector for
tion of tlie New York Viorld's Fair. slidefilms uses a special lamp con-
During two more 35ram
1940, taining two filaments.
three-dimensional movie films were
made and exhibited. One was a Special Screen Reqlired
new film for Chrysler's revised The projection of polarized light
World's Fair exhibit and was pro- stereograms demands a screen that
duced in Technicolor; the other a will not affect the angles of polar-
35mm black and white film which ization of the projected images. A
was a major attraction of the Penn- metlalir surface, preferably alumi-
sylvania Railroad's exhibit at the num unadulterated by the admix-
Golden Gate Exposition at San ture of white or gray pigment, is in-

Franrancisco. dicated. Several screens now on

About four million persons have the market meet these requirements
.V seen these films (the Chrysler film and at least one manufacturer (Da-
is now on tour I and so it is fairly Lite) has underwritten considerable
safe presume that three-dimen-
to research for its product.

?r_ja* sionals have emerged from the ex-

perimental stage. The success of
The angles of polarization recom-
mended by the Polaroid Corpora-
these pictures using Polaroid view- tion and adopted as standaard prac-
ing and projecting means as well as tice is a 45' slant to the right for
the earlier anaglyphs using red and the right eye picture and a 45'

green has stimulated a

spectacles slant to the left for the left eye pic-
great interest in further exploration ture. Arranged this way it does not
of the possibilities in projected matter whether the viewers are turn-
stereoscopic pictures. ed left for right or not. The earlier
,-'-••'•'
:;it;r.::., 7::;:„„ Progress in Prodiction vertical-horizontal polarization axes
Equipment ana Y required of the user that he face the
VirTOR 16'"'^ Great progress has been made in
ThanVs to ^'^'°^, the Boss
5^,,,
Sales
Manager's- even production method, and recent re-
viewers in one selected direction.
films, the ,^ The new arrangement requires no
special sales ^^^^^^_,^^_
,,

search has provided much informa-

_.o-,ce,gest.es^--;; ^:;,,,. -.W-arl special instruction to the audience.
big Kelp tion on this subject which had pre-
viously been lacking. But of For Business Programs
augment Y°"^ greater interest to non-professionals
be to A motion-picture short of "Amer-
are methods of projection.
^°"^^"""" EQU.PMEHT The World's Fair motion pic-
ica's "allout" surge towards com-
plete national defense in all of its
PICTURE tures, previously mentioned, were
phases has just been released, in
projected in two different ways.
16mm and 8mm widths, by Castle
One. by electrical interlocking of
Films under the title America's Call
the two projectors, and the other,
»f V to Arms. Boys and men from a
VICTOR. Lig*<t -9^\<,.„, "St be«use ^ by mechanical means. Both of these American families are
million
systems worked excellently. Since meth-
shown in action, learning the
projection of the pictures was on a
ods of modern warfare, mastering
"grind" basis, with very short
the problems of defending the
periods between shows, and there
rights of freemen against aggres-
were no breakdowns, it is evident
sion ... in military camps ... on
that either method as satisfactory.
the sea ... in the air.
Considerable experimental work
Action abounds in the picture.
has been done with 16mm projec-
Monster tanks rumble and crash all
i;Si tion hut no actual use has been
before them in gripping maneu-
made of 16mm stereograms for
Parachutists take their jumps
vers.
commercial purposes. The indica-
and follow through to the attack
tions are that such equipment will
with their portable equipment, once
be available this year. X^Tiite clad ski
they have landed.
Polaroid Still Projectors troops prepare for wintry and
Several types of stereoscopic still .\rctic service. Young pilots earn
projectors have been introduced, theirwings in daring air training,
and the three-dimensional project- from bombing through pusuit and
ed still picture is coming into wide reconnoitering tactics. America's
use for display and advertising strengthened navy thunders into in-
purposes through such equipment tensive activity, patrolling con-

as the SVE three-dimension unit. tinental seas off two shores. Re-

At present there are on the mar- cruits in scores of camps quickly

ket two types of projectors using absorb the ways of mechanized
Polaroid. One method (the Real might. nation's industry tools
The
ANIMATOGRAPH CORPORATION Life projector) projects stereo- and switches to mass production of
Dept. E 1 Davenport, Iowa grams consisting of matched pairs material with which to meet the
CHICAGO NEW YORK CITY of standard three by four inch lan- threat from abroad.

« Business Screen-
In the light of present conditions, business as usual is a meaningless phrase. Progress demands change. As

new problems present themselves, new solutions are required. Now as never before manufacturers are turn-

ing to the business film as the solution to some of the unusual needs of the day. Growing in importance in

all fields of industry is the use of motion pictures to clarify technical operations and to step up production

line efficiency. The value of this medium in public relations assumes new proportions. Sales and sales train-

ing films are geared to new tasks.

An ability to interpret your aims and objectives, years of specialization in motion pictures with a purpose, a

deep knowledge of their technique and potential audiences, studio facilities second to none in the film in-

dustry — these are the ingredients which Audio offers to insure your film's success. May we have an oppor-

tunity to discuss the ways in which we might contribute to your motion picture planning?

AUDIO PRODUCTIONS, INC.

35-11 THIRTY-FIFTH AVENUE • LONG ISLAND CITY. N. Y.

PRODUCERS OF SOUND MOTION PICTURES

COMPLETE FACILITIES FOR TECHNICOLOR PRODUCTIONS
antit

WESTERN ELECTRIC SOUND SYSTEM

\unthpr Six 1911

 >^

1U DA-LITE <
GLASS-BEADED
SCREEN

li

FOR KODACHROME PROJECTION

TOPS rr

O. J. McGILLIS

GREAT NORTHERN RAILWAY

0^\
/\lo4AA LeiKXf, uA^ in 6it04Adwi

ca^^.m>^ ''IN ALL THE WORLD

This expert portrayal, in sound-and-color motion pictures, of a 3-day

trip througli the Glacier-Waterton International Peace Park gives
tourists a most attractive "preview" of the superb scenic beauty of
this glorious vacationland.

In presenting this film through its passenger traffic offices. Great

Northern Railway uses Da-Lite Screens exclusively. Mr. O. J.

.McGillis, Advertising Manager writes —"We liave always used Da-

Lite Screens for showing our color films, for we find ihe Da-Lile

Glass-Beaded screen is 'lops'' for Kodachrome projection. It brings

out the full brilliance and true colors of color film as no other
surface can. We use an 8 ft. x 10 ft. screen and a number of
Onli^ tlte.
DtoJE Qltalleii^e^ .52" X 72" Challengers. Because there is considerable amount of
traveling in showing our films throughout the country, we greatly

appreciate the ease and convenience with which Challenger Screens

can be adjusted in height nnerely by releasing a spring
latch and raising the extension support. No separate ad-
are handled in transit. We use Da-Lite Screens exclusively."

justments of the case. America's most popular screen

also the only screen with square tubing in tripod and
is

ex-
Your pictures also deserve projection on Da-Lite Screens — the

tension support to hold the screen rigidand keep it screens that are used and recommended by all leading projector
perfectly aligned. 12 sizes from 30" x 40" to 70" x 94". manufacturers and users, producers and distributors of industrial
7 of the larger sizes were recently reduced In price. films. \*i rite for literature!

THE DA-LITE SCREEN COMPANY. INC.

2723 NORTH CRAWFORD AVENUE CHIC AG D, ILLINDIS

a Business Screen
 There is a very tangible difference between "run-of-the-Studio"
"run-of-tl'

^ commercial films and those produced by Sound Master'

Master's talented
and experienced staff of writers, directors, and technicians.

TO PROVE OUR POINT WE SHOULD LIKE TO ARRANGE FOR YOU TO SEE

THE FOLLOWING EXAMPLES OF THE 1942 SOUND MASTERS PRODUCT

"Now /s the Time" "Industry in the News"

A vital contribution to modern screen journal- A dynamic report on the development of re-
ism . . . three continents echo to the roar of between a great industrial organization
lations
^'^* -V »fc^<-'A battle . . . the rumble of the distant drum and the nation's press how a nationwide
. . .

sounds ever nearer the National Defense . . . public relations staff helps newsmen tell the
THESE CLIENTS CAN TELL YOU Program becomes America's Number One Job public facts about General Motors, its prob-
ABOUT THE "DIFFERENCE" IN . . . industry' takes its place in the front lines
lems and its management policies . . . the
SOUND MASTERS FILMS . General Motors plants all over the countrj'
. .

people awaken to indusrrj's important posi-

begin turning out military trucks, machine
Aetna Life Insurance Corporation
bomber parts
tion in the national economy . . . with accurate
guns, shells, aircraft engines,
American Agricultural Chemical
Corporation . . . workers put their shoulders
200,000 GM and reliable information ava'lable to the press
American Automobile Associatioa to the wheel with the slogan: "To Neglect 24 hours a day, facts about business take their
Barrett Company Defense is to Invite Disaster." place in the headlines.
Capital Bakers
Consolidated Edison Company of
New York, Inc.
Denver Public Schools
"Whaf So Proudly We Hail" "Right . . . From the Start"
General Chemical Company
General Motors Corporation
Twenty-four hours in the life of an average A mid-season survej' of the biggest year in
Department of Public Relations American family how Stanley Case of . . . the history of a famous automobile ... an
Fisher Body Division Dearborn, Michigan, his wife and their two engineering analysis of Buick for 1941 ... a
Buick Motor Division children live well and happily on S1600 a clear and interesting exposition of the chassis,
Diesel Engine Division
Overseas Operations year the daily existence of one among the
. . . engine and body features that sold an unprece-
Great Northern Railway millions of families which make up the Amer- dented number of cars through a large and
International Business Machines ican people ... an insight into the problems, profitable dealer organization detailed . . .

Corporation
hopes and achievements of an automobile explanations, in animation and photography,
Kingston Cake Company
Libbey-Owens Ford Glass Company worker ... a simple and inspiring story of the of exclusive Buick developments ... a con-
Moore-McCormack Lines, Inc. kind of people we are proud to call our neigh- cise summary of the facts dealers use to sell
New Jersey State Highway bors. a car that is built right from the ground up.
Department
New York State Conservation
Department
Public Service Corporation of If you would like to see these 1942 Sound Masters
New Jersey
Republican Town Committee of productions, we shall be glad to arrange to screen
Nassau Count> either in your own office or at our
them at your convenience . . .

R. J. Reynolds
Schick Dry Shaver, Inc. New York studios.
Seaboard Railway
U. S. Navy Department

Conveniently
located in
the heart of
SOUND MASTERS
INCORPORATED
Times Se/uare
1560 Broadway, New York City * Conveniently Located in the Heart of Times Square

.Vumf»«*r Six I ft II
 HERE'S THE FAMI LY —
WAITIHG TO SEE YOU!

ALL dressed up and eager with expectation, they're waiting large audiences or small groups, to general or special people,
to see your movie. No other medium offers you such an en- your story will go straight to your targets. And you'll be sur-
thusiastic, uninterrupted audience. There are more than thirty- prised to know how little it costs to be so sure.
four million jamilies in these United States. How can you reach
exactly the folks you want to talk to about your business? Why Not Investigate Now?
Now it's easy. The MODERN plan of showing your mer- Forty-five minutes is all we need to tell you the facts about
chandising or public relations film makes it possible for you to MODERN distribution service and how economically you can
select audiences in all parts of the country. These audiences will be sure your talking picture will be shown
to the right people
see and listen to the advantages of your product or service in use. our records. Convince
in the right place at the right time. See

Talking pictures can pay you the dividends you expect when yourself. Phone Circle 6-0910, or write to 9 Rockefeller
MODERN controls the showings. By control we mean expert Plaza, New York, N. Y.
showings to the specified audiences only, with complete,
accurate reports on attendance.
A nationwide network of MODERNservice can show any
type or length of film nationally, sectionally or locally. To

MODERN TALKING PICTUnE SERVICE, INC.

DISTRIBUTORS AND EXHIBITORS OF COMMERCIAL FILMS

lo Buxiin'SH S4'rffpn
TRAINING MEN TO FILL THE THOUSANDS OF NEW JOBS CREATED BY INDUSTRIAL EXPANSION FOR DEFENSE is industry'smost perplexing problem: the
proven ability of visual aids in speeding learning process plus savings in time and equipment make their wider use essential. (Above: Caterpillar Tractor Co. theatre)

Speed Training With Visual Aids

• The Proven Ability of audio- direction of the Office of Education. the presentation of related facts. the camera for time and motion
visual educational methods in They should also be used in the Combined with their recognized ad- study may yet prove of even great-
speeding the learning processes upgrading program of Training \antages of unshared attention, this er value. In many new types of
now American Industry
presents \^ ithin Industry and made available makes for a powerful teaching manufacture necessitated by the
and Government with one of the to the many thousands of industrial force. In the field of industrial conversion of plants for defense
nation's most powerful weapons plants and subcontractors whether training, the camera can follow production, this .science might well
for the conquest of our Number or not they have training programs. step-by-step operations, explaining be applied. It is now being thor-

One defense bottleneck — the short- There are 5.000 operating sound with diagrams and animated draw- oughly surveyed by the editors of
age of semi-skilled labor. By motion picture projectors in the in- ing the more difficult phases, and Hi si.NESS Screen and will be the
autumn of 1941 with the comple- dustrial field: additional resources stands next to actual experience in subject of an exhaustive report in
tion of the many new defense are available in man\ other plants its power to teach. Saving time subsequent numbers.
plants noM under construction, this to purchase and use this important in the learning process, it does not Finally, the subjects of safety

problem will have reached tremen- new program. In addition the situ- overlook important detail, and yet education and employee relations
dous proportions. ation calls for a complete audio- saves time of teacher and pupil as deserve earnest consideration. The
visual industrial program embrac- well as the use of valuable equip- excellent programs initiate<l by the
We've M\i)e a Good Becinmnc phases of National Safety Council must be
ing equally important ment which might be otherwise em-
Production and testing in the safety education, employee rela- carried into every plant in .\mer-
ployed in busy defense plants.
field of the first fifteen machine tions and — of the greatest signifi-
Not onK silent and sound mo-
ica where the influx of new workers
subjects in the vocational training lance — the initiation of time and
tion pictures but even the common-
has developed a real need for safe-
program of the U. S. Office of Edu- motion study advisory programs. ty controls. That these workers be
place, economical filmstrip have
cation stands as a good beginning. well informed of their place in the
These will be offered, upon com-
How Do Visi VI. Aids VSork? proven of the great valu<' in this
defense program goes without say-
pletion, to already functioning spe- I'rojected pictures have unicpir kind of teaching. ing. Both Government and Business
cial vocational classes in technical powers of concentration on detail, Heyond this point, in advanced should use audio-visual materials
high schools organized under llic riiev are inflexible and orderlv in stages of proiluclion. the use of extensively — and wisely. —OHC
MOVIES AND SLIDEFILMS HELP MEN LEARN BETTER AND FASTER
\unibfr Six 19 tl Mi
 —

SOLVE EMPLOYE RELATIONS & SAFETY PROBLEM

• The employment of motion pic- production motion picture

of a ingman realizes the importance of ings on industrial safety subjects
turesand slidefilms in the training based on an of Production
Office liis efforts in the interests of na- for supervisors and experienced r
of new workers in the defense in- Management booklet Passing Along tional defense but the wise employ- workers of increased importance '

dustries is not a cure-all or pana- the KnouHow has already shown er will make sure that he fully un- but the presence of these thousands
cea. But the wise application of how this medium can be employed derstands the relation of his task of new men makes the problem
these visual tools will help to bring inshowing the experienced worker to the whole: that he understands even more critical at this hour.
order into the learning process how to train new employees. the company's policies.
which now faces the chaos of too- To this end the editors of Bl si-
Office of Education Films Defense for America Shows
hasty expansion. NESS ScREE.N have prepared a full
Fullest realization of the vast Industry's Contribution
For these workers, as always, report on the organization of in-
scope of training is now to be found
must finally learn by doing, must' dustrial film projection. This is to
in current production of an entire The National Association of
profit by their own inveitable be made available, through the fa-
industrial defense training library Manufacturers reports to the na-
blunders and. as they acquire the cilities of the industry and its affi-
of motion pictures and instruc- tion on the progress of the defense
familiarity and skill of experience, liated concerns, for the use of em-
by the U. S. Office
tional filmstrips program in Defense for America.
will eventually influence produc- ployers in industry and the princi-
of These cover every
Education. Navigation instruments from toy
tion curves. It is in the fixing of pal Government agencies involved.
phase of learning on lathes, mill- train factories. high explosive
first and all-important habits of
ing machines, shapers. drill presses Safety Means Increased Output shells from lawn-mower plants, ma-
work, in the familiarizing these
and other production machinery. The fine work in safety educa- chine guns from the works of a
raw recruits with fundamentals and
Reported in detail in these pages tion of such organizations as the company devoted in peacetime to
in the establishment of basic
last month, the series is now ac- National Safety Council and insur- the production of typewriters
methods that audio-visual methods
tively in production with the first ance companies, etc.. should be car- these are just a few instances of
can prove of the greatest benfiet.
set now being subjected to critical ried forward into industrial defense the adaptability of Industry as
Basic Advant.ages Twofold plants with all possible conveni- shown in Defense for America.
tests before being used in the field.
The basic advantages in the use
Intended primarily for vocation- ence. Not only are regular meet- While these amazing transitions are
of these aids are twofold: the learn-
al school classes, these films may
ing period is shortened for worker
be universally adopted by industry
and instructor and. secondly, a
upgrading and apprentice
firmer grasp of essentials is as-
for
training. The 5.000-odd sound pro-
COMPARISON OF SOUND PROJECTOR UNITS
sured. In the present phase of ma- Based on government estimates, the num.
jectors now already available in ber of schools equipped with 16mm sound
chine tool instruction, for example. projectors in the German Reich is in ex-
industrial plants could well be em- cess of 40,000 units. Latest U. S. figures-
the shortage of training equipment show that approximately 10.000 sound ma-
ployed for this purpose. chines are now being used in colleges,
may be partially met by familiariz- high schools and elementary schools in the
Other Uses for Projectors United States. The figures are ex-
ing the student with essentials clusive of government -owned, in -

The sound motion picture and dustrial and theatre equipment.

through motion picture and slide-
•194i.'-41 Dept. of Commerce survej-.
film demonstrations. Again, the or- the slidefilm projectors located in
derly step-by-step teaching method industrial plants have other uses.

unfailingly traces each and every One of the equally important tasks
phase of instruction where the ex- made even more pressing by the
perienced worker-instructor might urgency of defense is that of em-
overlook points with which he is ployee relations. Plant expansion
familiar. In the latter instance, the with its increa.sed hours of work
and the pressure of constant pro-
(Above
how
— Leftworkers
skilled
to right) Films will show
like this experienced
duction requirements as well as the
operator do the job. (Center) Rolling
aluminum ingots for sheet metal from
presence of many unacquainted GERMANY U. S. A.
"Power for Defense" TVA film (and) workers make for difficult working 40,000 Sound Projectors 10,000 Sound Projectors
scene from "Safety for Defense" slide-
film by the National Safety Council. conditions. The .\merican work-

12 Business Srreen
 Projectors Are Essential to Defense
i^ ARNOLD KRDCKMAN, WadiUi^an G<yine6faH<ie*tt. BuiineM. Mcyieen

\\r ASHINGTON, D. C— There is a gen- we have not yet employed the combined talents
'' • eral idea around the Capitol that the of thoseamong Government and private indus-
publicity brigadiers haven't been brightly suc- try who have the ability and resources to take
cessful in steaming up this country about the the whole business in hand and mold it into the
War. You get the impression from the experts comprehensive Government program that will

that we've had too much emotion, too little give non-entertainment films the widest non-
common sense, and that the gloom has been theatrical distribution — where this medium
poured on too thickly. As you know, the OPM achieves its greatest effectiveness. It is not un-
and OEMmissionaries have been preaching we likely that the ease of roUingup numbers in

will not have enough to eat, we may have to the usual theatrical channels with short
shiver in our homes this winter for lack of "newsreel" subjects has shaded the much more

riTH FILMS fuel,

have
and that a third of our industry may
up shop in Fall and small business
to close
important task of achieving the
standing and definition of our national prob-
real under-

may be wiped out in the process of helping lems that these and longer films bring about
to preserve democracy. All this has naturally when shown to the people directly affected,
caused a general incredulous sourness that has whether among business, labor, agriculture or

nothing to do with our active sympathy for the millions of influential group-minded citizens

the victims of Europe's gangsters. No one here who belong to lodges, clubs, parent-teacher asso-
shown on the screen Graham Mc-
blames the Government publicity people for ciations. Legion posts. Granges, and the rest of
Naraee explains the new machines,
all the gospel of woe: they simply do what that great organized body of Americans who
the ne« techniques, the new proc-
they are told, they sound off the vague thing may be counted as the active Minute Men and
esses that have sprung from the
minds of our inventive people to called policy, they reflect the general fumbling Women of our democracy-

meet the urgent need. about which

uncertainty every one feels but Government now has urgent need to take its

It is heartening to s;e the rate no one seems to be able to do ve-y much. and the
visual audible message to the country,
that combat cars, heavy guns, fight- Washington knows the country is all out for many earnest men and women who must put
ing aircraft and other maciiines of defense, but the country apparently can't un- the message over, look hopefully to the non-
defense are rolling off production derstand why business must be wrecked. Up entertainment commercial industry itself. Ob-
lines. Against this kaledioscope of on the Hill the members of Congress are hear- viously it is not only a job of producing pic-
defense progress. Graham Mc-
workers and
ing from milUons of business tures, but it is a job of helping formulate plans
Namee acts as guide through fac-
people everywhere, in town and country, large for the pictures that should be produced, and
tories at work, explaining to the
and small, who want to know what kind of of finding the channels through which the pic-
movie audience, as he does for ra-
dio listeners on his Saturday night
economy they've cooked up here that destroys tures should be given to the country. The
broadcasts, how free men in over- their means of getting a living in order to make U. S. Office of Education has taken the historic
alls, free men behind desks, at them safe. step of putting into practice sound intelligent
drawing boards and microscopes No one here blames the newspapers or the commercial methods of buying the services and
are all working together to make radio for the prevailing indifference. It is felt the materials of production. The Division of
freedom prevail. the agencies of communication have responded Procurement and other fundamental agencies
Defense jor America goes beyond approve the pattern. A formula now
fully and generously to the Government de- heartily is
a mere eye-witness story of indus- organizing dis-
mands. If there is any fault it is felt here it needed to guide the task of
try's defense output. Contrasting
lies in the fact that the papers and the air tribution, in helping the only too willing Gov-
our wav of life with that of the
have been overplayed with emphasis on the ernment agencies to show their films to the
fearridden peoples of Europe, this
film shows the quick change-over wrong things. You can overstuff any digestive country.

of .America from its happy normal mechanism. You can plug a song to death These agencies, about which more later,

tempo to an ""all-out" defense ef- in seven or eight weeks. easily command at least 50,000 outlets in
fort assure the preservation of
to The films have only been used in the obvious 12,000 to 15,000 communities. But compara-
our liberties. Oejense jor America manner, in drama and news reels. The great tively few of these outlets have sufficient pro-
makes clear that we are becom- immediately ahead. hoped jection equipment. Recognizing that theatrical
opportunity is It is
ing strong through a voluntary
here the commercial section of the industry channels alone cannot do the job. they are eager
effort of the entire nation : that our
will intelligently help to give direction to the to secure the necessary equipment, especially
might grows out of the very free-
use of films in the huge jobs ahead. Those in since there is such pressing need for their use
dom we are willing to fight to pre-
serve. Every American worthy of official circles who
comprehend the varied
really in putting and vigor in the defense pro-
life

the name will get a thrill of pride and wide application of films to defense hope gram. There isn't an agency in the Capitol
when he sees this patriotic picture. the industry as a unit will tactfuHv help the which would really hesitate to cooperate with
Defense for America was direct- Government and duplication and
to avoid delay the responsible forces within the commercial
ed by Leslie Rou.sh. .\cademy to achieve the most efficient employment of and educational film industry when the indus-
Award winner, and produced by these unlimited resources. irv moves efficiently and collectively to place its
Paramount in cooperation with the knowledge and resources of equipment and ex-
These are fine producers here, fine photogra-
National Association of Manufac- perience in action for national defense.
phers, fine script writers, fine technicians and
turers. Distribution is entirely di-
distribution machinery for special objectives but It is less than two years since Government be-
rected to iheatre showings. lOVER)

Xuinhfr Six l»tl

 PROJECTORS ARE ESSENTIAL TO DEFENSE -6WWW
gan buying projectors. The biggest month re- 5,000 outlets among its county agents; home
corded in Procurement contracts show a volume demonstrators and Extension Service uses both
of S27,000. It is only recently that the spread- 35 mm ^id 16mm sound projectors, and should
ing and growing demand among Government have a large quantity of new equipment.
agencies prompted the Procurement people to The Social Security Board has upwards of
give the equipment a regular category, Class 2,000 outlets, scattered widely around the coun-
17, Supply 8. try, and will welcome the opportunity to secure

The people here are awakening to a realiza- equipment. The Federal Home Loans Banks
tion of how extensively you can use the film have 4,000 outlets in 2,000 communities reach-
and the projector to demonstrate the things ing 4,000,000 persons and wants equipment.
workers for defense shall learn; and the things The Home Owners Loan Corporation, a similar

people should know to safeguard their health: organization, has upwards of 4,000 allied out-

and the facts and figures and practices people lets and 7,000 centers of its own in the field.

must know to make effective the great national It wishes to cooperate in any program involving
nutrition drive. They are going to show people working on defense contracts have installed the use of equipment.
ho« to select food, where to get money-saving training-within-industry systems in their plants, The Rural Electrification Administration has
cuts, how to prepare food, and how to serve under OPM. The WPA also has launched a approximately 1,000 cooperatives highly organ-
and eat the food to get the most nourishment number of training-within-industry projects, and ized as outlets. It needs much equipment. The
out of it. They have planned to shon- millions probably another 1,000 plants are conducting
U. S. Public Health Service, which lately has
by means of the film how to put into effect these training systems on their own responsibil- embarked on an extensive film program under
and practice the thousands of economies in ity and under their own program. Until very the supervision of W. Allen Luey, has upwards
town and country, at home and in business, in recently some influential labor unions and some
of 1,000 outlets and possesses scarcely any
all the relations of daily life, to conserve mate- officials of the Federal Government opposed any
equipment. Civil Aeronautics Authority has al-
rials, labor, time and energy for defense work. form of apprenticeship in industry, outside of most 2,000 outlets, and only limited equipment.
Obviously the intelligently handled by the labor union pattern. Until very recently
film, The U. S. Office of Education estimates its

the industry under Government planning, can the unions opposed any apprenticeship that
school outlets at about 10,000. The Bureau of
be enormously helpful in showing people how might further expand the number of persons
Foreign and Domestic Commerce has over 100
to initiate a program that will enable the coun- who might be unemployed. Most of the present outlets and is also scantily equipped. The Federal
try to avoid the economic disintegration and training-within-industry is of very recent vin- Housing Administration has approximately 100
collapse so foolishly preached by well meaning tage. It is doubtful whether or not they have
branches scattered around the country, and sev-
amateur economists and psychologists. The yet realized the full extent of the films applica-
eral thousand allied institutions. The Recon-
the commercial non-enter- tion to these problems. main
situation offers to struction Finance Corporation has over 50
tainment film industry one of the greatest op- Under Col. Frank J.
McSherry, director of branches and thousands of allied institutions.
portunities for wise and realistic social service visual training in defense, and director of the The Veterans Administration has several hun-
that has ever come to any industry. Naturally same activity in the National Youth Adminis- dred centers of its own and many other outlets.

the first thought is the use of the film in visual tration, the use of films has been urged upon the The Procurement Division has 48 State of-
education, as it is being prepared by the Office industrial units. Col. McSherry guides the the Public Roads Administration has 15;
fices;
of Education, and as it might well be planned OPM in many problems connected with the National Labor Relations Board, 22 regional
for use in training in industry. use of films in defense training. It is generally offices; Federal Reserve Bank, 41 outlets; Works
OPM Co-Director Sidney Hillman, and Chan- understood he intends to use the films now be- Projects Administration, 78 major offices, and
ning R. Dooley, director of the Labor Division, ing made by the U. S. Office of Education in many subordinate centers; Internal Revenue,
and J. Walter Dietz, director of the Training the training-within-industry program. 68 major offices; Bureau of Narcotics, 14 major
Within Industry Section have almost over- Assistant Chief Statistician Harold Stanley, outlets;U. S. Secret Service, 15 centers; Rail-
whelming problems. of the CCC, reports that in the 1,365 camps road Retirement Board, 12 major centers; Pub-
They must furnish 4,000,000 skilled and semi- of this organization 38% of the chief interest lic Works Administration, 15 regional offices:

skilled workers swiftly, and there are few work- is focussed on films that demonstrate problems Disaster Loan Corporation, 19 regional offices:
ers to supply, except those who are already em- concerned with planes and automotive subjects. Electric Home and Farm Administration with
ployed. The airplane industry immediately Incidentally, the CCC is 100% equipped several hundred cooperatives highly organized
needs 500,000; they need 300,000 in shipbuild- with over 1200 filmstrip projectors as the most scattered around the country; United States
ing, 250,000 in production of tanks and guns; economical effective means of instructional ac- Housing Administration with dozens of local
and 100,000 in production of munitions. In tivity, 35.3% of the motion picture projectors and regional outlets; Bureau of Marine Inspec-
Cleveland they need 48,500 workers such as used in the camps are 16 mm sound, and 37.8% tion and Navigation, 49 major offices.
assemblers,screw machine operators, engine are 16 mm silent; 16.4% are 35mm sound, Government Reports has 48
The Office of
lathe operators, milling machine operators, turret 7.7% are 35 mm silent. The motion equipment local offices; Federal Communications Commis-
lathe operators, tool makers, die makers, weld- consists of 1,509 projectors of which 33.6% are
sion, 26 local offices; Federal Deposit Insurance
ers, core makers, molders, draftsmen, drill press owned by the Government; 23.6% are owned and many
Corporation, 12 major district offices
operators,punch press operators and heaters. by the CCC companies, 23% are rented and
subordinate outlets; Federal Power Commission
Down in San Diego, California, they need 19.7% loaned by schools. Government agencies,
with 5 regional offices; Security Exchange Com-
17,000 airplane workers; and at San Francisco local agencies, towns. States, etc.
mission, 9 major offices; Civil Service Commis-
and Vallejo they are calling for 30,000 more. The National Youth Administration with its

Detroit needs 90,000; Philadelphia, 70,000; sion 16 major bureaus and hundreds of subordi-
centers and offices in 600 different places has
New and Wichita, Kansas, seeks nate offices; U. S. Employees Compensation
Jersey, 30,000; only 100 projectors, chiefly 16mm, chiefly
10,000 airplane workers. These are cited as Commission, 14 major bureaus; U. S. Maritime
sound but some silent. It needs more projectors,
examples of many other similar instances. Commission, 5 major offices; Immigration and
and is eager to cooperate in any defense pro-
Naturalization Bureau, 31 major offices; Depart-
Messrs. Hillman, Dooley, and Dietz, recently gram, especially in any type of training. The
announced that approximately 1,000 companies Department of Agriculture has more than ( Continued on Page Thirty-Four)

14 Biininesii Screen
 1 ; —

• Following Estvblished Chan- ings have been used, it has been

nels most Government agencies re- felt wise to preface the audition
leasing
directed them
short film subjectshave
to theatres. Theatre
MILLIONS or AMERICANS with remarks pertinent to the re-
cordings and a discussion and ques-
owners have acknowledged their tion period concerning the presen-
willingness to
over 9.000 of
show- the films and
thcni have signed up
AWAIT DEFENSE PICTURES tation.

to cooperate. Alditorv Facilities Also

But a series of visits to Chicago Dr. Oxley further points out the
theatres in early July disclosed trial plants there are 5.000 operat- pany's minute
fifty-five film importance of co-ordinating visual
that onlyone or two subjects were ing projectors in use for training, 1.000.000 saw the Live Stock & aids with auditory facilities. Some
being shown in either neighborhood for and for em-
safety education Meat Board sponsored Meal & Ro- .3.50 camps arc equipped with opa-
or downtown business sections. ployee gatherings, many of them mance in its opening distribution que projectors which can be readily
Theatre managers who publicly ex- sponsored for noon-hour entertain- phase: one Dodge film {Wheels used to show illustrations such as
pressed approval, privately shelved ments. 16mm sound motion pic- Across Africa) has been shown relevant book, magazine and news-
the reels. The absolute lack of or- tures can hold the attention of 23.116 times to 8.14.3.127 persons. paper items. Versatility and in-
ganization and frequent duplication these audiences for a half-hour or genuity on the part of the instructor
brought many subjects in a more. In other words they can stay
Visual Aids and tlie CCC \X ith approxi-
that isa big advantage.
single week andnone at all in on the screen until the story is lolil Howard W. Oxley, director of mately 1000 camps equipped with
many others were responsible. and reach the very people not to- CCC Camp Education, points out 16-millimeter sound motion-pic-
Even if these films were organized, day being adequately reached. how the use of visual and auditory ture projectors: 47 camps with 35-
they are necessarily short and can- aids can be employed to advantage millimeter projectors and 300 with
There Are Many Other Fields by the instructor. Presently about
not do the thorough educational 16 millimeter silent-picture projec-
job which is still so badly needed. In pages our \^ ashington
these 40 per cent of all camps have or- tors, it is evident that the tools are
correspondent has pointed out the ganized radio listening groups and athand to produce a co-ordinated
Take It to the People
large number of outlets possible 10 per cent conduct specialized program that will engage interest-
On the other hand, millions of through government field agencies. classes. The radio programs are ed attention in most camp audi-
Americans are gathering in lodges, These and the schools with 10.000
( used provoke discussion from
to ences.
clubs, at outdoor movie showings sound projectors! should be util- which general information can be
.An average of 7500 educational
sponsored by merchants at conven- ized in nationwide planned distri- elicited.
films are displayed in tri-C camps
tions, and in churches where pro- bution of film subjects. The value
Recordings on Citizenship each month. Silent strip films are
jector equipment is either available of the medium is unquestioned. Let
in use in 1200 camps and another
or readily set up and where really a brief review of the record-break- Recordings of educational broad-
educational films of national inter- casts have been used in citizenship
1000 have sound strip projectors.
ing distribution figures of recent
est subjects will be welcomed. commercial h" sponsored reels offer courses in camps in Virginia and By skillfully fitting the use of this

Pennsylvania. These recordings equipment into a comprehensive

In rural areas this summer of testimony to its effectiveness:
1941. over a million persons each For the Westinghouse Electric have been favorably received by and co-ordinated plan, the result

week by traveling
will be reached and Manufacturing Company Thr ( the auditors and plans are contem- obtained is stimulating both to the

operators. No subjects have been Middleton Family a totalI of plated to expand the effort in other audience and to the instructor him-
provided for these men. In indus- 7.000.000 persons saw the Com- camp areas. Before these record- self. Happy Days (('.('('. paper)

AUDIENCES LIKE THESE THROUGHOUT RURAL AMERICA should be getting the message of defense. Two million of them are easily reached by organized traveling
road show operators through national distribution facilities: others gather regularly in Granges, Farm Bureau Meetings, in village squares, on fairgrounds and for
other events where the task of projecting educational reels is a comparatively simple but very effective means of telling and selling America the national defense effort.

Xumher Six • I ft 1 IS
 —

CURTISS-WRIGHT
MEETS DEFENSE E M P L O Y E E' PR OBLE M S WITH PICTURES
• In the 2lt months since Danzig Curtis \^"richt Answers the
uas shelled to start 'Rorld Vi ar II, Call for Qiantitv (complelprh
the Curtiss-\^ right Corporation ex- Narrated by Lowell Thomas, this 2
[landed its manufacturing facilities reel sound motion picture was shot
from 5 to 15 plants to meet the at the Buffalo plant and airport of
urgent military needs of an aroused Curtiss-\^'right"s Airplane Division.
America. One of these, the 50-acre It gives the audience an unforget-

Wright Aeronautical plant at Cin- able insight into the mass manufac-
cinnati, is the largest industrial ture of the famous P-40 fighting
aircraft unit in the world. planes from raw materials to active
During this period of rapid service in the Air Corps.
growth. Curtiss-Wright's output of CURTISS-^^RIGHT EXPANDS FOR
planes, engines and propellers sky- National Defense, {completed)
rocketed to an astounding figure Also narrated by Lowell Thomas,
a total of 25 per cent of all the this 2-reel sound motion picture was
major aeronautical equipment made made at Lambert Field and the St.
in the \^'estern hemisphere. Louis plant of the Airplane Divi-
Created Employee Problems sion. Here are shown the building
The correspondingly vast in- and flight tests of interceptor-
crease in personnel created a seri- fighters and the giant CW-20 Army
ous problem.
employee-relations' cargo transport, the largest twin-
The had become so gigan-
factories engine ship in the world.
tic that men in one department knew \^"rIGHT BlILDS FOR AlR SlPREM-
little or nothing of what went on in ACV. Completed) Narrated
I by
the next. Still less did they know of Lowell Thomas, this 2-reel sound
the operations in the wide-spread motion picture was photographed in
plants of the Corporation's other the Paterson plants of the Wright
divisions. Stranger vet to the whole Aeronautical Corporation. It shows
picture were the scores of thousands the highlights of the 80,000 opera-
of men in the thousand and more tions and the 55.000 inspections
other companies at work manufact- which go into every \^ right Cyclone
uring additional parts for Curtiss- 14-cylinder engine. This is an im-
\^ right planes, engines and pro- pressive demonstration of how
pellers. horsepower is built for air power.
To acquaint this mammoth in-
CuRTiss Electric Propellers.
dustrial family with its own affairs
{Working, Title) In the editing
was the problem. Far-sighted man-
stage is a 2-reel sound motion pic-
agement solved it with a modern
ture shot in Caldwell,
industrial medium —
motion pictures.
and Pittsburgh
the
plants of
Clifton
Curtiss-
PicTiRE Program Initiated \^ right's Propeller Division. This
Mr. G. W. Vaughn, President of picture will showmajor opera-
the
Curtiss-\^ right Corporation and tions in the manufacture of dural
\^ right Aeronautical Corporation, and hollow-steel blades, the electric
initiated comprehensive picture
a power units and other parts which
program augment already func-
to make up the modern electric pro-
tioning plans to weld his enormous peller now used on almost every
organization into an integrated type of military, naval and com-
whole. The aim of this program mercial airplane.
was to show each man how his
\^'right Power in Air Power.
particular meshed into the
job
complicated mechanism of creating
( W orking Title) Also in the editing
stage is a 5-reel sound motion pic-
modern air power for America.
ture for \'i right Aeronautical Cor-
Audio Productions. Inc. was
selected to produce this important
poration. Made in the Paterson
plants of the company, it is a semi-
series. It was imperative to reduce
technical presentation of the fabri-
interference to a minimum with ex-
cation and assembly of high-
ecutives and plants working at peak
powered 14-cylinder radial, air-
production on National Defense or-
cooled engines.
ders. To handle this and other
highly specialized aviation assign- Cyclone Combistion. { Working
ments. .Audio organized an aviation Title) In production is a 2-reeI

division experienced in military and sound motion picture in technical

commercial flying, flight training, animation for \^ right -Aeronautical
and aircraft and parts production. Corporation. The first picture of

To date this unit has put into pro- its kindon this subject, it will
duction the following pictures in illustrate and explain the mechan-

the Curtiss-'W right and \^ right Aero- ism of combustion and detonation
nautical (Corporation's programs: in a 125 - horsepower Cyclone
cylinder.
(Left) Scenes from recent Curtiss-
Wright film productions now being com- Plans for the distribution of the
pleted in the Long Island studios of
pictures are not as completed.
Audio Productions. Inc.

le Buftinesa Screen
 — — ——

CPT students and co-ordtnator Hilton F. Lusk irear extreme leftj at Sacramento Jr. College, California.

'^rom o/T^^f'nse , .''"ai/ier) •

"' that h ,"«

,'^^ attfty^as ,^^"Per ^^^'nto the

^ad

SLIDEFILMS TRAIN PILOTS

t^'"'

• \\ ITH THE COMI'I.ETION of a nationwide sur- C. A. A. examination, and all of the other sec-
i'°«a;-dpf'''^<'ssfu/f^f the n^f^ i^ses '^f and
vey of Civilian Training Schools by
Pilot tion satisfactorily passed. In other words the °^^ense
i"ecenf, rJ'^^'n t/,r°^'"ani h^^^^ry.
Business Screen, factual evidence of the value instructor who did not use the film slides lost
of visual aids to defense is now available. Fifty- six students, and the instructor who did use the
a.T.S^^.ee^o^«^|^?^^^^^^^^^^
one schools comprising a 1941 enrollment of film slides trained his students so that all of
2.417 students reported on the use of a slide- them passed.
film training series I described in these pages ""It is my opinion that both instructors were
last issue! which had been given to a total of just about equally well-ac(]uainted with the
2.895 students, including previous classes. principles of Meteorology and equally good
Eighty percent of the schools answered affir- teachers. I feel that the use of the film slides
matively to the questions: ""Have slidefilms would probably have made the difference as far *'een '.y of thJ^ Matter ^fadugj .T?Kv in
helped students make better grades?" and "Have as the success of these students was concerned.
slidefilms helped speed learning?" High per- This was done more or less as an experiment to
centages of increased learning were reported in seewhether or not the film slides had real value.
numerous instances w ith actual time hour savings 1 am now convinced that they do have value,
for instructors and pupils. Interest, increased and as Coordinator, will see that our instructors
confidence, better understanding, and proven do use the film slides in all of the subjects for
cases of higher results obtained for slidefilni which they have been prepared." Hilton F.
trained cla.sses — as compared those trained by
to I.usk. CPT Coordinator, Sacramento Junior Col-
""Have been using the slidefilni method of in-

ordinary methods — were among the reported lege, Sacramento, California. struction and mechanics and must
for pilots

benefits noted in the survey. sav it is doing the work in a manner which is
The schools surveyed were those supplied "High Percentage of Students Pass Exams"" far above the average methods used in many

with the complete kit-sets of the Pilot Training schools in (Canada and the States.
. . .""We had a high percentage of students pass
Course produced by the Jam Handy Organiza- ""Owing to the pupils taking instructions here
their CPT exams after the class in which these
tion. These comprised a series of 24 reading being Norwegians, at first we were a little dis-
slides were used. I highly recommend these
(silent with titles) slidefilms projected with turbed about slide-film possibilities, but they
slides to any CPT ground school class." Hoard
SVE equipment and included such titles as Thr soon grasped the method and its relation to the
of Education. Ogallala. \el>r.
Air Ocean, Engine Inslriimenls. Fuel & Feed. aircraft we are using here. Now everything is
. .""Presents orderly and logical succession of
.

etc.. the complete set covering all phases of Saves much time in instructor's
I I'lease turn to Page 22 I

learning steps.
ground school training on power plants, aero- blackboard drawings: uses simple illustrations
dynamics, navigation regulations and general and comparisons which fix ideas in student s
background. Regulations. Meteorology, and En- •Typical
mind bv association. Can be used by students in the
subject
gine subjects were rated most helpful by the for individual review work. 1 consider the Jam
complete
new series of
schools rejiorting. in the order named. slidefilms in
Handy Pilot Training kit the most valuable the Pilot
T

w^**^
a n n g
leaching aid for primary pilot training which I
r
Course.
i i

Comments Kevem. \\\.\ v. ok \ isi vi. Methous

have ever used or come across, and the students
Typical comments received in the survey were are very enthusiastic about it. V^ e can cover
most revealing and clearly show the value of subject matter much more rapidly, and consider
this type of training in the mass production of that the results are decidedly superior to the

badly. needed pilot material: lecture method."' Franklin H Marshall College.

"Vie have used your film slides very exten- Lancaster, I'a.

sively and have obtained considerable value . ."Given instructors opportunity to compare
.

from them. You would be interested to know their work with a standard. Made possible a
that one of our instructors, teaching the course ihorough make-up period by students without
in Meteorology for one of the sections, did not full time by instructor. Films always available
use the film slides; whereas another instructor to students for out of class discuiision." Uni- When the airplane is at rest, this weight is
in another section of the same class, did use versity ofyevada. Kenn. Seiaila. the only force actine on it As soon as the
airplane starts to move through the air, olher
the film slides. \\\ the first case, there were six . ."We are a Norwegian Air Force training in
.
forces begin to act on iL
students who did not satisfactorily pass the (!anada in which all students are Norwegians.

SURVEY PROVES VALUE OF VISUAL AIDS IN CPT TRAINING

y'unthfr Si.x 1911 i7
 —

THESE NEW FILMS MAKE SALES

• A Most Um'Sial film has re- • Does your company have many
cently been produced for the Sono- deferred prospects — potential cus-
lone Corporation, nationally known tomers who just "haven't made up
manufacturer of hearing aids. For theirminds"? Why not try a "'home
the first time a portion of the sound movie" show right in the pros-
traclc has been recorded .so that pect's own home?
sound is produced as it would seem This method is again being used
to a deaf person. Il is not plea.sanl. successfully by distributors of the
rather distorted radio music coming Johns-Manville Corporation in sell-
through a long lead pipe, lull it is ing rock wool home insulation. 137
this sound ^^hich inspired the film.
prints of Johns-Manville's latest
For the Sonotone hearing aid. as sound The House That Nobody
film.
so vividly shown in the picture, cor-
W anted, are now being shown in
rects this distortion and brings to
prospect's homes throughout the
the sounds to the deaf exactly as country.
FILMS AND MERCHANDISING GO TOGETHER In the well-
those with normal ears hear them. attended showings arranged by Castle Films for Sunkist products.
There good psychological
is a
The film story is of a man who is
angle to "home movies" in the pros-
deaf.He doesn't quite believe it him for a representative of
He knows there is a slight impair-
pect's own house. 16 mm. sound SUNKIST PROMOTION the Sun-
"Young man.
ment — but nothing serious. Gradu-
films are somewhat of a noveltv in
many homes, and a showing right
We have noted with a good deal
kist people, said,
enjoyed your picture so much; I'm
I

ally he realizes, however some- .that of satisfaction lately the growing going daughter in Cali-
to visit ray
in the parlor is unusual enough to use of motion
thing is causing his lack of promo- pictures for con- fornia this summer and
I want to
his business and estrange- attract considerable good will for sumer education
tion in in department visit your packing plant all over
ment from his family. After the the salesman, especially since his stores. Certainly they are one im-
again, just as I saw it in the movie."
full shock of the realization that he film is not only educational but in- portant step in refuting constant Our man took the liberty of telling
is seriously deaf hits him. and the teresting and dramatic as well. consumer demands for more infor- her that she'd certainly be welcome.
first fleeting thoughts of self- J-M salesmen take well to the films mative matter in advertising, so We don't know how many of the
destruction have been conquered, he (this is the company's fourth ) and strongly indicated at the recent ladies went right out and bought
there has been very little A.A.A.A. convention. For these Sunkist fruit, but we do know that
trouble in getting the films do contain considerable in-
they knoiv the fruit is good. Inci-
films into constant use. formative material. Such pictures dentally, we also know that Macy's
The possible objec- as Meat and Romance. Coty's Color
sold a lot of squeezers, fruit knives,
tion that his time Song. Citrus on Parade. Refresh-
and other accessories during the
was too valuable to ment Through the Years and Love
week of the showings.
spend showing In the Kitchen, do not just sav
Each day. during the week of the
lovies has been "buy", or even 'buy. because ': . . .
Macy showings. Castle Films (dis-
entirely dis- they say. "this our product, this
is
tributors of the film) invited vari-
counted by ishow we make il. and this is hoic
ous famous chefs and salad experts
enthusiastic you may use it."
from the large hotels to create a
reports of That consumers do appreciate special salad made of Sunkist fruits
the men. the.se educational films was put
for the large audience of ladies in
rather well at a recent show-
attendance. These salads were also
ing of Citrus on Parade at
featured in the restaurants of the
R. H. Macy's Home Cen- hotels and Macy's. This is the sort
tre: A nice old lady of tie-up that insures a successful
seeing our reporter film showing. Business film pro-
in this strictly
duction has always gone on the
feminine gath-
premise that better showmanship
e r i n g. a n d means more and belter sales. We
taking think it is equally true in bringing
the film to its audience.
— Bob Seymour

'

finally, as a last resort, consults

Sonotone. Then he realizes that
hearing aid no more terrifying
is

than eye-glasses and is rehabilitated

in his business and his home.
The Sonotone picture runs about a
half-hour and is designed for show-
ings to non-theatrical audiences.
Throughout the film. |)unctuating
the dramatic sequence.*, are scenes
showing the historical background,
research, and manufacture of the
SONOTONE'S NEW TALKING
hearing aid. B. K. Blake was the PICTURE presents the dramatic
scenes shown above. (Distribution
producer. by Modern Talking Picture Service

EH
 REMINGTON SHOWS
HARDWARE FIELD
Sound motion pic-
PROFITS FOR HARDWARE DEALERS tures that teach the re-
tail hardware dealer
some new tricks have
•A TALKING MOTION PICTURE, the among whom were National Retail been sponsored by the
success story of a hardware store, Hardware Association staff mem- Remington Arms Com-
has been produced for the Reming- bers who conferred with Remington pany. The new film,
titled One Man Listens
ton Arms Company, Inc.. for show- representatives concerning the film. is currently popular
ing hardware dealers throughout Preparatory to shooting the pic- with dealers and their
trade groups who have
the country way
the to increased ture an entiremodel hardware store
already seen it and has
profits. Hardware dealers who was built and stocked with mer- a long list of showings
have seen the picture in national, chandise inside the Jam Handy mo- scheduled ahead.
state and local associations, as well tion picture studios at Detroit.
as those in cooperative and asso-
Dealers Are Enthisiastic
ciation group meetings, are re-

sponding eagerly with a chorus of

Hardware merchants who have THE STORY OF
seen the picture are enthusiastic RUDOLPH DIESEL
praise for the film and of goodwill
about the help it gives. One dealer Because his historic
for Remington. contribution to engine
said he had listened to numerous
In the first three months of the design has revolution-
lectures on the same subject but this ized motor transport
picture's distribution, 21 state hard- and is currently play-
was the first he had seen and under-
ware conventions have either shown stood. Remington representatives
ing a tremendous role
One Man Listens or scheduled it for in modern warfare, The
reported than many dealers, whom Story of Rudolph
the future, as have 8 local conven- had been hard to get next to. Eiieset, sponsored by
it
tions, 163 Hardware Association warmed up after seeing the picture.
the Standard Oil Com-
group meetings and 75 cooperative
pany (California) has
Some of them who had not at first unusual interest. The
meetings. In addition, a large elec- picture is being shown
taken advantage of the opportunity
tric company has arranged to show to dealer and trade
to have their sales staff see the pic- groups, particularly en'
meetings to
this film at dealer sales
ture, made arrangements for them gineers, in the Com-
be conducted during September. to do so. One Remington repre- pany's territory.
There will be 250 of these meetings sentative reported that, in a certain
with a combined audience of 12.000
rural section of Louisiana, dealers
dealers.
and clerks were so appreciative of
the manufacturer's interest in them-
T ARMOUR
Modernizing His Methods S L I D E F I L M
shows how Jim
selves and their welfare that he
One Man Listens A Trip Through the
knew of nothing that had e\'er been St-ockyartis has long
Andrews, an old-fashioned hard-
done by his own organization or been an event of un-
ware dealer, modernizes his meth- usual interest which is
any other that had made more im- now shared by schools
ods. He re-arranges his store to

make it more attractive and an

pression. In many cases, after a and adult groups
would seek
picture showing, dealers throughout the country
easier place in which to buy. He through the medium of
out a Remington man and tell him reading
plans his window displays to tie in atid aound
an order was waiting any time he slide films a railahle
with other promotional activities
cared to call for it.
through the sponsor-
and goes in for a definite campaign ship of Armour & Com-
of advertising, using all manner of Selling Experts Praise It pany, nationally known
packing concern. Book-
promotional and advertising aids Not only are dealeres enthusias- lets are furnished with
furnished by the manufacturers and tic, but authorities on hardware the pictures where
wholesalers with whom he does sound equipment is not
selling praise the picture. The Na-
available.
business. He learns how to sell re- tional Retail Hardware Association
lated items, thinks up new ways of sent out a letter to all state secre-
getting people into the store by ap- taries urging that the picture be
pealing to their hobbies and keep a shown at state hardware conven-
weather eye on every developing tions. Hardware business periodi- JOHNS - MANVILLE
sales possibility in the community. cals devoted feature stories to it.
HOME SHOWINGS
One Man Listens contains almost In all. as many kind words have Taking motion pic-
tures into the home is
no direct plugging of Remington been said about this picture as have not a new idea but the
products and even its incidental dis- ever been said about any industrial way in which Johns-
play of Remington goods in Jim motion picture. Nor is the tale yet Manville sa'esmen pre-
sent the new film The
.\ndrews" store is restrained. told, for the picture still continues House That Nobody
Advice and counsel of nationally on rounds, stimulating the Jim
its Wanted the plan is pro-
Andrews of the country to greater ducing plenty of sales.
known merchandising experts was The personalized home
secured in making this picture. achievements, showings get plenty of
picture credits attendance —
including
Krturntft to Life~-
producetl by B. K. the neighbors — who
BIske. like movies too.
The- HouMC That .Vo-
boftit Wanted — by
Luther Reed.
One Man Li^tfwt ~ -

by the Jam Hanily

OrKaniuition.
Stortt of IHrnrt — by
Roland Reed.
Vinit to Armour'^ - -
by Wil-
G MS INDUSTRY
slidetilm
dinK Pic. I*rods.
Induxlr\i in thr Srtrit
IN THE NEWS
by Soundma«ter*. How a big corpora-
tion helps the news-
papers get important
facts is told in this
General Motors movie
Industry in the Setes.
It tells a swiftly-mov-
ing, realistic story of
events and their trans-
lation into the printed
word of the dailies.
 VJ^-

the neuctQU %iy(Ad

FOR INGENUITY IN INDUSTRIAL FILM PRODUCTION
• Chronokinogr.\phy.' There's a a glass tank — and a dove are all ways. By it a golfer can study the
new word for you! Its another actors in the drama of chronokin- good and bad qualities of his vari-
first in motion picture production ography. ous strokes. It can tell a boxer
and it came from the industrial A skater sails through the air more about his attack and defense
field. It's a word which, in addi- as he jumps over a barrel and is than any living fistic expert. Il

tion to letting a lot of athletic se- photographed in each split second can be u.sed in traffic studies to help
crets out of the hag. carries a of his flight so that instead of see- estimate the rate of speed at which
host of engineering implications. ing one image on a frame you may cars are traveling along the high-
Hold It. Please, a recent one- see a score. You measure the rate way. It can serve as a detective
reel picture is the first production of speed at any given time by the in rug making and weaving to un-
to employ this new time study pho- distance between any fixed identi- cover fault machinery and proce-
tography, a technique which visual- cal point in two images. dures; it can be employed in
izes the rate of motion. Here it is A girl tosses a ball into the air studies of manual movements of
used to show deceleration (de- and chronokinographic shots show- workers to disclose unnecessary or
crease of speed to you) in the safe dozens of images which help us to false moves; or again it can be
and smooth stopping of the modern estimate the difference in the used in a study of gears to discover
automobile. The perfection of the speeds at which the ball travels whether or not too much play ex-
stop measured by the relative
is from the time it is thrown until ists in the machinery.

size of the spaces between given it is caught. Chronokinography So all Chronokinography.

hail.
points in the wheel images. A spe- also reveals that a fish stops in the new photographic
scientific
rialgraph placed over the picture the water by adroit maneuvering of sleuth developed in the studios of
offersscientific proof of the rate the tail and by a rapid retarding the Jam Handy Organization to un-
and smoothness with which the car movement of the two large flippers cover all sorts of athletic, zoologi-
decelerates or loses speed as it standing out from the body just cal and industrial secrets so that
comes to a stop. below the head. It shows, too. how no movement of the fishes of the
But the picture does not confine the outstretched wings and fanned sea, the acrobats of the stage and
Engineers use the advantages of Chronokinog- itself tomotor cars. The members tail of a bird create enough drag screen or of any sort of operating
raphy to check the smoothness and power of
deceleration of a modern passenger car. of the Hotel New Yorker Ice Bal- for a quick safe stop. mechanical equipment can escape
A skater's movements in acrobatics and the let, a fish — not of the sea but of The method can be used in many its penetrating analysis.
flight of a bird as it comes to a stop are
analyzed by the Chronokinography camera man.
(Below) Camera equipment and apparatus for study of the bird's flight with the final result shown in the picture at left below.

20 BusineHg Svreen

k
 —

• Modern Pack-

BORDEN CARTOON STARS ELSIE aging

has harnessed the
magazine

9 From Moo You. a new ani-

to handled in a free and amusing man- nation-wide appeal
mated color cartoon subjecL starr- ner which is peculiar to the ani- of a down-to-earth
ing Elsie, the Borden cow. has been mated cartoon technique. family to tell the

completed by Caravel Films. Inc. The been completed

film has just story of packaging
The subject was designed primarily in t^e animation studios of Caravel to the consumers
for widespread school distribution under the direction of Jack Semple of .\merica.
though some theatrical distribution and George Rufle and with an orig- In a new motion

is contemplated. It was
premiered inal musical score by Sam Mor- picture Packaging-
in Boston at the recent N.E.A. genstein. the Bounty of a
convention. .\alion. the dra-
Five Months in Production
This film is distinctive in that it matic story of

utilizes the highly entertaining With a running time of nine min- packaging in our
quality of the animated cartoon in utes, the subject has been in pro- every day lives is

presenting a serious educational duction for five months. Some told. The film
story. It deals with the elementary twenty - five thousand drawings story is told in

but fundamental economic prin- were necessary to complete its pro- conjunction w i t h
ciple — in general that services have duction as were the services of fifty an all-color pre-

a momentary value, and specifically artists, writers, and technicians ex- sentation of the
the milk necessary costs more in the clusive of musicians, voices, and outstanding pack-
city than it does in the country. recording and laboratory techni- ages of 1940. win-
cians. Photographed entirely in ners in the maga-
Elsie Tells the Wherefore
Technicolor in the (!aravel studios, zines competition.
After establishing the need for this subject is an example of the
the purchase of milk for the use of successful application of an ac-
a family on a picnic in the country. cepted and established theatrical Ford"
Susan, an eight year old girl is medium to a specific purpose in the
puzzled when the farmer from commercial field.

whom she has purchased a quart of

milk, returns some change. In re-
tiring to the scene of the picnic. DAIRY PREMIERE
Susan comes upon Elsie who pro-
Members of Midwestern councils
ceeds to tell her the whys and
of the National Dairy Council were
wherefores of the change. Starting
the audience for the premiere of the
with the premises that:
non-theatrical version of America
"ff hen you buy milk at the
Learns To Fly at their annual sum-
farmers door.
mer conference Saturday. June 28.
You pay for the milk and
in the Edgewater Beach Hotel. Chi-
nothing more."
cago.
Elsie proceeds in logical sequence
to review the steps and the respec-
A shorter version of the picture

tive costs involved in the production

is now being distributed to theatres

milk fur in their territories by local councils.

and distribution of fluid
The longer production will be used
city consumption.
By use of the flash-back we fol- bv the councils in schools, churches,
low steps being described by clubs and other organizations. Bur-
the
Elsie — from the health tests being ton Holmes Films. Inc.. was the pro-
ducer.
performed on Elsie herself, through
the countrv station where the milk Motion pictures produced by lo-
is received, the tests performed cal councils and Metropolitan Life
there, transportation to the city, Insurance Company's Proof of the
pasteurization, bottle cleaning, fill- Pudding, produced by Paramount,
ing, capping, crating, and door to also were shown at the National
door dt'liverv all instructi\r but Dairv Council's conference.

NEWSWORTHY FOR NATIONAL DEFENSE is the Dodge-sponsored 'Army on

Wheels" which has played in theatres throughout the country during recent months.
The marquee is that of Manhattan's Airline News Theatre m the new Air Terminal
 — — :

# This article is addressed to the sales training films available which

salesmanager who views with com-
bined inleresi and Ifsilatioii the
HOW YOU CAN USE SYNOICATED involve that type of audience par-
ticipation?
Borden
impressive library
sales training films available today
of syndicated SALES FILMS by Richard
CONSULTANT AND SALES
T.
LECTURER Borden: Yes.
]

Some films available involve ac- '

on a rental basis. .... keep your eye on the ball . . . Says he. to your salesmen tual audience responses, and climax '

SaleSMANACER: Mr. Borden. I follow thru! "Think of an important sale in '"examination" applications of
am unquestionably interested in the SaleSMANACER
I see your point.
: you tried to make recently and lost. principles presented.
syndicated sales training film. Selling, way, is like golf.
in a Having thought of it . . . keep But even where the elements of
I it makes available to me.
realize Certain fundamentals of good pro- thinking of it while I read and audience participation is absent in
for a nominal rental fee. a sales cedure must be observed, no matter illustrate a list of basic rea-sons the film itself, a good meeting chair-
training message more dramatic and what ""selling course you play. "
ivhy sales "die". man can supply that feature.
interesting than I could possibly
But how about the .APPLICA- Every time I illustrate a reason
create for myself within the limita- Salesmanager: How?
TION of those fundamentals to the which helps explain the "death"
tions of my own company's sales
special requirements of an individ-
Borden: By introducing the film
of your particular lost sale, write
training budget. with an announcement like this:
ual business. the NUMBER of that reason
But I hesitate to use a general "Fellows the film we're about
Isn't that where the syndicated doiin on a blank card or piece
film when my business is a particu- to look at was not prepared for
sales training film falls down? of paper.
lar business. Don't you agree. Mr. our particular business.
Borden: Not if it's well con- Then, when this film over.
Bordon. that my business is differ-
is
It does illustrate, however, how
structed! we'll collect all "autopsy reports"
ent? some top-ranking salesmen in
Borde.n: right. The well constructed syndicated and tabulate them . . . in order
It's different, all other fields get results.
Every business training filmmakes your salesmen to discover what "sales killers"
is different . . .

the '"hero of the show" bv top the list in our particular Vi hat I want you to do is "pick
just as every golf course is differ- . . .

ent. asking him to APPLY and ADAPT business . . . in our particular the brains" of these winners in

If you want to win on the Briar- as the film progresses. market . . . at this particular other fields . . . and locate every
cliff golf course, you play a differ- For instance . . . consider the time." idea we can apply to our kind of

Mr. Salesmanager. selling.

ent game than you do when you're syndicated sales training motion don't you
out to win on the Meadowbrook picture entitled: The Autopsy of a think a syndicated film constructed After the film is over. I'm go-

golf course. Lost Sale. along those lines will result in ap- ing to check to see how many
But no matter what course you The very second the curtain rises plication of the general principles good "brain pickers " we've got
play, there are certain fundament- on this training production, the presented to your particular busi- in this group."
ally right things you always do. process of application and adapta- ness.
Salesmanager: I think maybe
You always assume a basically tion begins. Salesmanager: I check with you I'll try out one of those syndicated
correct stance grip your club a
. . . Let me quote the opening remarks so far. sales training films at my next
certain fundamentally sound way made by the narrator in this film. But are there many syndicated meeting.

PILOT TRAINING SCHOOLS REPORT ON USE OF SLIDEFILMS TO SPEED LEARNING

(See Key Below) SE TSF BG SL coLLEGEs-contmued SE TSF BG
SLIDE FILMS TRAIN PILOTS
Flying Schools and Services {Continued from Page Seventeen) 20 20 yes
Akron .Airways, Inc. 45 30 No yes
Akron, Ohio running fine and ^ve would use no other method.
Allen Airways 25 50 10-15% 10% Of course, the present slidefilms available for
Hillsgrove, R. I.
Cutter-Carr Fl>-ing Serv. 40 yes use in teaching aircraft engines and aerody-
40
Albuquerque, N. Mex. namics is limited, and our instructors give two
Franklin Aviation, Inc. 40 12 yes hours in lectures to every slide film shown.
Toledo, O.
Lafayette Flying- Serv. 120 20 yes 23' Thus, you can readily understand, our situation
Lafayette, La. here is twice as tough to teach the pupils than
Moline Flying Service 100 24 15% yes would be in the States where everyone speaks
Moline, 111.
Royal No^^vegian and reads English." .4lex McLeod. Captain.
Air Force 200 200 yes Royal Norwegian .4ir Force, Toronto, Canada.
Toronto, Canada
Standard Flying Serv., Inc
Basking Ridge, N. J.
W. Va. .Air Ser\'ice, Inc,
Clarksburg, W. Va.
51 51 yes yes Colleges — Continued SE
E. W. Wiggins Hannibal-Lagrange
Airways, Inc. 25 50 15% 50% Hannibal, Mo.
Boston, Mass, Idaho, University of
Southern Branch
Colleges and Universities Pocatello, Idaho
A & M College of Texas 90 150 yes ves Illinois State Normal U.
College Sta., Tex. Normal, 111.

Bradley Polytechnic Inst. 35 35 Indiana University

Peoria, 111. Blomington, Ind.
Calif. Institute of Tech. 40 80 yes
Iowa State College
.Ames, Iowa
Pasadena, Calif.
California, University of 20 40 Kansas, University of
yes
College of Agriculture Lawrence, Kans.
Davis, Calif. Miami, University of
Central Michigan College 20 23
Coral Gables, Fla.
Mount Pleasant Missouri, University of
The Citadel 30 30 yes Columbia, Mo.
Charleston, S. Car. Nevada, University of
Cornell College 30 30 50 yes Reno, Nev.
Mt. Vernon, Iowa Ohio University
Drury College 30 10 Athens, Ohio
Springfield, Mo. Pacific University
Franklin and Marshall 30 30 157r 25% Forest Grove, Ore.
Lancaster, Pa. Purdue University
W. Lafayette, Ind.
KEY TO
no, of
.VBBREV, —
SE Students currently enrolled; TSF— Total
uudeiits trained wltti iUdealms. Incl. i;rer. enrollments: B(l
St. Bonaventure College
Better grades earned: SL— Did slldefltms speed learning? St. Bonaventure, N. Y.
• The Safety Edi cation pro-
TWO NEW PROGRAMS
gram of the National Safety Coun-
OF SYNDICATED FILMS
cil, under the direction of C. E.
\^'oodliury. has made many note-
worthy conlrihutions to industry in Two new programs of sound
this field. The latest of these. Safe- slidefilms. one of them in the elec-
ty for Defense, is timely and use- trical appliance field and the other
ful. It presents both the need for ii\ the general field of sales train-
additional precaution and the many ing are of interest to the salesman-
ways in which safety measures can ager this month.
be inaugurated and followed by de- In the first instance, the entire
fense-expanded plants. Production electrical industry lia.s cooperated
sound eflTects are excellent. in producing a new type visual
Home Safety — A story of the vari- sales training courses for electric
ous causes of injuries and fatal- appliance salesmen. The new pro-
ities in extending from
homes . . .
gram, produced by Vocafilm under
falls due to not putting toys away
— to the various fire hazards, Industrial training classes find slidefilms an important learning aid. the sponsorship of the Modern Kit-
from fire places, using the wrong chen Bureau of the Edison Electric
types of knives and can openers, Institute, affords a complete train-
as well as putting away garden
tools —
and the proper labelling of
poison bottles, and also placing
them on shelves where small chil-
SLIDEFILM REVIEW ing package consisting of five ma-
jor appliance films, one on each
principal product and five addition-
dren cannot reach them. (Ps) OF FARM, SAFETY AND SELLING PROGRAMS al basic films on selling.
Safety on* Two Wheels This is — The Selling in America program
a bicycle story showing the proper
way to make turns at corners, In the field of rural sales pro- YouB Furrow's Your Fortu.ne — J.
just announced by the Jam Handy
I.Case Co. Purpose: Direct con-
and the various other things in motion a number of very success- sumer sales combined with dealer Organization consists of five talk-

bicycle riding that would consti- ful recent subjects deserve editorial education. Demonstrates features ing slidefilms. based on five prin-
tute the riding of the bicycle of Case Centennial Power Lift
mention. These include the slide-
Plow. Shown to farm implement
ciples of human association dis-
safely. (Ps)
by Burton Holmes covered by Benjamin Franklin. The
Tom Joins the Safety P.a.trol is a — films produced
Films. Inc.. for such well-known
users and Case Blockmen and
dealers. (B.H.F.) program, which develops all man-
story of a small boy entering a new-
school in about the third grade. sponsors as Allied Mills, and J. I.
Power That Pays — J. I. Case Co.
ner of strategies and tech-
sales
Full color sound slidefilm intro-
He becomes very much impressed Case Company. ducing new '41 line of Case trac- niques, accompanied by manuals
is
by the idea of the school safety Slidefilm demonstrations offer a tors. New process was developed and based on techniques which are
patrol and he progresses through by producer for making large
simple, economical way for imple- quantity of natural color film the result of 22 years of experience
the various grades to the point
where he is to join the safety ment dealers and salesmen to show copies. Shown to prospects, bv the producer in providing plans
patrol. The story covers the vari- various models and to present edu- Blockmen and dealers. (B.H.F.) and materials used in 6.0()O.0fHI
ous duties and activities of the cational messages. That they have Oliver Farm Equipment has also training meetings by .\merican in-
school safety patrol. (Ps)
been most effective is evidenced by
In Case of Fire is a story cover- — their popularity and the sales re-
been successfully demonstrated with dustry.

ing the various causes of fire slidefilms and the Ralston Purina
KEY TO PRODUCERS: Ps (Photo-
—
hazards utilizing the theme that sults attributed to the medium by Company is another sponsor utiliz- of Sarra. Inc.. Chicago):
Sound Division
BHF (Burton Holmes Films. Inc.. Chi.
fire is a very helpful servant to these and similar sponsors. ing the medium to advantage. cago).
mankind, but in turn one of its
worse enemies, because of its de-
Making Cows Pay — Allied Mills,
Inc. 137 frames. Purpose: Sell
structive abilities. (Ps) livestock feeders on value of
Play Safe —
is a story with the Wayne stock feeds manufactured ANIMATED FILMS HELP MEN LEARN
proper use of equipment in a play- by Allied Mills. Shown by Allied
ground. The story is forcefully Mills repr. to feeders and dealers. THIS IS TECHNICAL ANIMATION* as utilized in a cross-section
of a tractor engine to show working pans. Every detail of oper-
brought home that a play ground (B.H.F.) ation can be thoroughly explained and understood.
is the only safe way to play, but
It's in the Bag —
Allied Mills, Inc.
Purpose: Demon-
104 frames.
notwithstanding that there are
strate Ingredient (Quality of Al-
wrong ways to use the various lied Mills' Wayne feeds as main-
playgrounds. (Ps) tained through laboratory control
No Use Skidding —A 20-minute and continuous testing at AUied's
program for the National Safety Research Farm. Shown to feed-
Council on winter driving hazards. ers and dealers by AUied's rep.
Covers various dri\-ing practices (B.H.F.)
necessary to drive safely on snow,
—
Dividends Plus Allied Mil's, Inc.
147 frames. Purpose: Dealer de-
ice or on various other conditions
velopment, with institutional story
existing throughout the winter. portraving advantages of Allied
Various points of winter driving Mills " dealerships. Shown to
are covered in police driN-ing prospective and established deal-
school sequence in the dramatic ers by Allied repr. (B.H.F.)
story. (Ps) Men —
of Action Allied Mills, Inc.
If It Happens —
20-minute sound Purpose: Dealer educational and
merchandising medium. Points
slidefilm produced for National
— way for dealers to tie in with
Safety Council dealing with the national gov't campaign to in-
proper procedures in the event of crease production of livestock.
vehicle accidents, whether bus, (B.H.F.)
truck or passenger car. Story Non-Stop Henry— J. I. Case Co. THIS IS DIAGRAMATIC ANIMATION-* in which diagrams and charts
explain the relation of elements in a formula or show comparisons.
covers all types of vehicle acci- 100 frames. Purpose: Sales and
dents including personal injuries, consumer education. Demonstrates
how Case non-stop power control
fires, and minor accidents, fully

,^
disk harrow fits into soil con-
illustrating steps to be taken and
servation programs and how it
proper procedure. (Ps) answers the problems of the in-
• * •
dividual farmer in conservation 1
Let's Use Our Heads and Save work and in doing a generally
Our Feet — 1.5-minutc film pro- better farming job. (B.H.F.)
lib.

duced for International Shoe Com- Easy Pickin's— J. I. Case Co. 1.38
frames. Pur/iose: Product and
pany, St. Louis. Program was
sales training. Provides sales -.r'
designed primarily for employees
of manufacturing plants illustrat-
medium for Case dealers and
Blockmen to use in selling farm
I"
ing why safety shoes are very es- implement prospects. Also ac- Courtesy rvu
"Courtesy Caterpill.ir Tractor Co.
sential to the workmen in manu- quaints dealers and Blockmen
facturing. (Ps) with product story. (B.H.F.)

toil 23
\umhf'r Six
 THE INSURANCE AGENT TURNS
aUoLIv mLKVaIiI a new philosophy in safety
education gives double service to employer and employee

mmtmmmBmmmaam mmmmfmmmmm'im' l#
that Zurich, as a casualty insurance spoilage that hinders the maximum what he does away from the job.
company, could employers,
serve utilization of industry's tools and It recognizes that a worker is
employees, and the public alike by other resources. four limes more liable to be dis-
devoting its resources to helping It is in the reduction of these abled away from work than on the
reduce the tremendous toll of life, —
unnecessary accidents the 88 per- job. Therefore it is based entirely
money and time taken by avoidable cent caused by improper mental at- on the worker's own self-interest,
accidents. titudes or carelessness on the part his social (or gregarious) instinct,
(Above) Scenes from "Mind Over Insurance men know that only of the employees, at
individual his natural desire to feel important
Motor" typical Zurich safety subject.
two percent of all industrial "ac- —
work or away that Zurich has and to accept responsibility when
cidents" are un-preventable. found its unique opportunity for it is It has been de-
offered him.
Ten percent of the accidents re- public service through the creation veloped, is being improved,
still
J^USINESS can succeed and en-
sult from unsafe equipment, lack of Safety Zone Insurance Service. with the cooperation of a group of
dure only as a public service. The
of proper safeguards which man- This service is a completely in- outstanding authorities on the vari-
American System cannot survive if
agement might undertake to protect tegrated program of safety educa- ous problems of human behavior
it is built solely on the foundation
employees. Employers, safety as- tion and industrial relations, off- and opinion building that were
of private profit, solely on the basis
sociations, and the safety engineer- ered free to Zurich clients, through faced in the solution of the basic
of financial return to stockholders
ing departments of great casualty its agents and producers, which objective, accident prevention.
and management.
insurance companies are doing an stimulates individual employees to The success of their work is seen
Realizing that every business train for lives of greater individual in these cases, selected at random
excellent job of eliminaitng these
that benefits from the American so-called "management hazards". success. The program is based on from Zurich's files:
way of life must accept its share
Businessmen almost always over-
the known fact that what a man — One company had developed
of responsibility for preserving this does at work is a by-product of a 155 percent loss experience on
look, however, the fact that fully
system. Zurich —
more than three
88 percent of all accidents are
years ago — assigned one executive
caused by employees themselves,
to devote his entire time to finding
have their origin in a faulty men-
the answer to one question: "How
tal condition or in the lack of
can Zurich improve its service to Field reports indicated unusual au-
proper supervision or education.
the American Public and to Ameri- dience interest and response to the
can Business?" Workmen'scompensation, paid new "Safety Zone Insurance Serv-
by an insurance company, can ice" slide films produced by Mac-
The answer, still in the process Donald Productions, Chicago, for the
never equal full pay. No settle- Zurich General Accident and Lia-
of development and expansion, was ment check can ever compensate bility Insurance Company, Ltd. So
found in Zurich's "Safety Zone In- fully for loss of life, for pain, or Business Screen interviewed alert,
surance Service," in which slide young, far-seeing Neville Pilling,
for mental distress to an employee's United States manager of Zurich.
films play an important role. Films The resulting story discloses that
family. Today it is especially ob-
are. in fact, the keystone of an arch vious that payment of indemnity, Zurich's successful slide films are
of public service in which every based on a public relations philosophy
as provided in an insurance policy, of unusual depth.
practical means of employee edu- can never replace the precious
cation has its part. Mr. Neville Pilling The Editor.
"man hours" lost to national de-
It was obvious from the first fense by accidents, mistakes, and

AUDIENCES FROM EVERY WALK OF LIFE attend An Auburn (New York) packing house group listens and Retail grocery chain employees attend another r!
meetings — (below) employees of a San Antonio drug chain. learns at a Safety Zone Insurance Service safety session. educational group showing arranged by a Zurich S'l

24 BusinrsH Svreen
 —

workmen's compensation insur- cording calendars, buttons, awards. by Neville Pilling, U. S. Mgr., Zurich Insurance Company
ance. After Safety Zone Insur- follow-up folders that keep alive
ance Service had been in opera- the principles stressed in the films,
tion for one year, the loss ratio and souvenir "good fortune" coins
was 48 per cent. that constantly remind employees

—The same assured's automobile to ".Stay in the Safety Zone". None

loss ratio fell from 250 percent of the material carries the name of
Zurich. None carries the name of
the employer. Every program is
sponsored by a "Safety Zone Com-
'r'r'r'r ' mittee" set up and administered
democratically by the employees
iiilSmmmtim themselves. The Zurich agent en-
low ters only as an adviser, helping the
to the unbelievably figure
employees in planning and conduct-
of 31 per cent.
ing their own Safety Zone meetings.
—An executiveof a large com-
The importance of this goodwill
pany said: "Our accident fre-
cannot be overstressed. however,
quency has been reduced, but
when you realize that Safety Zone
more important is die reduction
slide films are eagerly requested by
of loss, spoilage and mistakes."
Boy Groups. Kiwanis and
Scout
— In addition Zurich's agents
Rotary Clubs. Parent Teacher As-
have been able to hold or regain
sociations. Schools, even Labor
large blocs of business against
Unions. These showings help the
cut price competition because
local agent become widely and fav-
clientswere thoroughly sold that
everybody profits employer, — orably
not as
known
an
as a public servant,
irritating insurance
employee, family, and insurance
"peddler". An additional bonus to
company, when the Safety Zone
Zurich agents has been the friend-
plan is introduced.
ship of employees who have liked
Truly a remarkable record in
the Safety Zone slide films so much
safety education, in public rela-
that they have voluntarily taken
tions, and in sales promotion.
their personal insurance problems
Many industrial education pro- to the Zurich agents who helped
grams fail because employees give them conduct their meetings.
them "mental razzberries", say to The reduction of accident frequ-
themselves. "This is good for the ency and the creation of new busi-
boss, but why should I be inter- ness have been important results of
ested?'' The Safety Zone Program the Safety Zone Insurance Service.
succeeds because its slidefilms are An even greater by-product, how-
produced entirely from the view- ever, has been the building of a
point of the employee and his fami- strong, cooperative attitude between
ly, because they show how he can employers and employees helping —
benefit, earn more, enjoy life more, educate employees to live for suc-
by keeping in "The Safety Zone" cess, to develop safety habits at
throughout the day and evening work and away, all around the
right around the clock. clock.
The nine slide films produced to It is in this building of a strong
date by MacDonald Productions moral outlook, in developing atti-
form the spearhead of a program of tudes of success and loyalty instead
industrial relations and safety edu- of defeatism and hatred, that busi-
cation that includes meeting an- ness films can do an outstanding
nouncement posters, accident-re- job for defense of democracy!

(Below) Omaha <Nebr.) executives and employees learn correct safety procedure.
(Right, top) Reminder outlines are provided at each program. (At right) Recent
employee and executive audiences ranged from laundry workers to film service men.

Xunihvr Six laii 25

 —

IN ^e DISTRIBUTION FIELD
O.N August the \\n:\ Motion Thk achievement "sound

T^hyBuyaTOPSY?7\
I. latest in
Bureaus new exchange in Dallas. trucks", a masterpiece of ingenuity
Texas will open. This move was which should receive a nod of ap-
made to meet the heavy demand for probation from anti-noise sponsors
its industrial pictures in the rap- everywhere has just been introduced
Successful slidefilms are not Topsies —they don't "just
idly developing Southwest area.
In 1911. Southern cotton mill
by King Cole's Sound Service., Inc..
New York City.
grow." They demand a special technique: one that
workers saw in their Y. M. C. A.'s
combines top flight merchandizing with brilliant writ-
Light & (;oi.or \s. Soi nd
motion pictures of French and
ing of dramatic quality. Brilliant direction of photog- Spanish workmen at various oc- It consists of a revolving crystal

cupations, and asked to see what the globe mounted atop a gayly painted
raphy and production further fortifies the well-told
American workmen did and how red-white-andblue truck, with 10
sales story. colored spotlights and two specially
they did it. To meet this challenge
constructed airport spotlights all
• • • the Y. M. C. A. organized its first
motion picture service. In 1924. it focused on the turning sphere, pro-
opened its Chicago exchange and. ducing a rainbow effect of con-
But when your slidefilm is projected is it still a Topsy? stantly changing bright hues simi-
in 1937. a San Francisco branch.
Does it lack that important factor for success — brilli-
Several hundred industries have
lar to those used on dance floors.

ance on the screen? Brilliance of the screen image a

The colored spotlights have a cap-
is used this service from time to time
acity of 100.000 candle power and
direct result of excellent laboratory work with excellent Today, more than fifty of the lead-
the airport spotlights are 1.000
ing industries are releasing their
pictures. It extends from the cameraman, skilled in a watts each. Electricity is produced
publicity and consumer sales pro-
specialized form of photography, to expert reproduc- by a gasoline driven generator with-
motion pictures through the Bureau.
in the panel body and exhausted
tion of his pictures by a laboratory fully equipped and Statistics show that more than 40.
through the floor of the truck with
a staff qualified to give you the best in slidefilms. 000.000 people attended in 1940.
the use of a Maxim silencer.
More than 12.000 organizations
In large cities where the din of
looked to the Y. M. C. A.'s service
• • • traffic and other activities has in-
last year for regular programs. In
creased to nerve-wracking propor-
spite of the fact that the Bureau
tion,this new device comes as a
Behind the brilliant results in dollar returns and the shipped 152.000 reels in 1940, it
welcome answer to many advertisers
brilliance on the screen of slidefilms produced by Burton was able to serve only about 62% who have been depending on sound
of the demands made upon it.
Holmes Films, Inc., lie brilliant writing, brilliant trucks, enabling them to cooperate
photography and brilliant processing. They are reasons Modern's Western Outlet with the civil authorities in the
supression of noise without sacrific-
why Allied Film Exhibitors. Inc.. bas
ing the effectivness of their own ad-
taken over the western franchise of
vertising," it is noted by George H.
Modern Talking Picture Service in
Cole, president of the sound service.
BURTON HOLMES FILMS GET RESULTS the states of California.Oregon.
Washington and Nevada, and on Soi'ND Effects in Daytime

48 Years of Successful Siiowmansliip June 1 consolidated its offices with "\^Tiile the lighted crystal globe
that of its Los Angeles licensee. is restricted to night advertising for
Standard Talking Film Service. its best results." Mr. Cole said, "the
Quarters are now located on "film same truck can be utilized during
row," at 1963 South Vermont \ve- the daylight hours as a sound truck,
BURTON HOLMES FILMS, INC. nue, Los .Angeles. equipped with phonograph records
PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY Allied's licensee in Seattle, Mo- and speaking apparatus, in places
7SI0 North Ashland Avenue Telephone ROGers Park S056 tion Picture Service, at 5514 Uni- where existing conditions do not
versity W ay. assumes Modern's ac- make this form of attention-getter
tivities for the state of Washington prohibitive. ^Tiere desired, light
under the new setup, and likewise and sound units may be used
A FREE INFORMATION Address your inquiries concerning fil"t pro- Moore's Projection Service. 210 simultaneously and for use at
duction, distribution and equipment to the
Screen Seri'iee Bureau of BusiN^ESS Screen, Fitzpatrick Building. Portland, be- county fairs and similar gatherings
SERVICE FOR READERS 2iJ North n'acker Drive. Chicago. Illinois.
comes the licensee for Oregon. a portable platform is provided."

'^

FOR SLIDE AND BETTER AND MORE

SLIDEFILM PROJECTION What.'' Showings, of course, when you
ship releases at Railway Express extra
ri Sueni GUB eliminates recorded speed. It means better and surer deliv-
gong or squeak. With automatic projector,
SCENES THAT NEVER FADE! eries, at reasonable rates. For super-
Definition added fading, bleeding,
slide and slidefilm changing is fully auto-
.

sweating and rotting prevented

. .

sprocket . . . speed use Air Express — 3 miles a

matic. tension reduced . . renews old film, pre-
.
minute. For service, phone
serves new. Once processed, no waxing is
needed. Fir** times the life of ynur film at
a very small tttst —
think what you save!
ON THE RECORD DOES THE WORK Write for full details, proof, and price Railway EXPRESS
schedule.
EDUCATIONAL RECORDERS, Inc. O'SULLIVAN FILM PROCESS NATION-WIDE RAIL-AIR SERVICE
171 S. Los Robles Ave. Pasade Calif. 5ia4 S.A.NTA MONICA BOCLEVVRD
HOLLYWOOD. CALIFORNIA

26 Busineim Sereen
 NAir SELECTS IeVRV

devry sound projectors are

uncle sam's choice for over
IN THE FACTORY, OFFICE AND
300 INSTALLATIONS
IN THE FIELD. FILM USERS PREFER As America prepares in the "all out" tasks of National
Defense, Navy's huge program of ship and shore base
DEVRY construction calls for the installation of more than three

DcVry
U MM SOUND PROJECTION hundred DeVry 35mni semi-portable sound projectors,
16mmsound projectors offer the
finest inscreen performance and sound .. .
selected after rigorous tests. For the entertainment and
are designed and engineered by the same instruction of the men who man our first line of de- The new DE VRY
35 Semi- mm
skilled technicians now building Nav-y*s
35mm units. DeVry 16mm projectors are fense, motion pictures will play the leading role and to Portable Sound Projector, as
the preferred choice of International Har- supplied to the U. S. Naw.
DeVry craftsmen has been assigned the task of pro-
vester, Allis-Chalmers. Ford, Firestone, (Uiumlnanfs and amplification
—
Goodrich many other industrial leaders viding precision-smooth theatre quality performance systems Included!.
and schools everywhere. Sea duty, from
conditions of peace and war.
under all Features a new patented projection
DeVry 16mm "Interpreter' the Arctic to the Tropics —
salt air, stormy weather, mechanism that is unmatched for sim-
plicity of design, smoothness of opera-
and the mighty tremors of a man-of-war in action are tion and its watch - like precision
typical problems that have been met by the selection —
workmanship the same fine crafts-
manship that has been the DeVr>'
of this proven, dependable equipment. Wherever duty creed for nearly three decades.
calls, DeVry is ready to do its part.
Unsurpassed in high fidelit\' sound re-
production and brilliant, snow-white
rock steady pictures. Sound Head buili
the Othfl Inrid—^at vrt<ll tii on thf in directly into picture mechanism plaie
nt DeVry coniribulion
nalionat dvfenB*
and in the air
cition-buih
DeVry pre
ntalion piclur,
—assures miscroscopic synchroniiation
is
of sound track and image. Write
p tperial DeVry Cam- equipment terr^i many othe.
branehe% of the nation' for complete specifications, prices.
a unit utitiaed for
'\tiral flinht luting. nrmmJ terricva.

DeVry
ARMITAGE
1111
corporation
CHICAGO,
• NEW YORK
AVE • CHICAGO • HOLLYWOOD
ILLINOIS

Xumher Six Ifttl 27

 — —

:-**^H*- ll'

REPORT ON THE USE OF

TRAVEL AMERICA A
FILMS IN TRAVEL PROMOTION
• Early retiRiNS from a mail background) covers the high spot Films. Inc.: also by the Oregon Lighthouse — and the last 100 feet
survey made recently among users scenicand recreational attractions State Highway department direct. are devoted to deep sea fishing.
of film promotion in the travel field of Oregon —
Crater Lake, the Ore- By instructions from the owner, the On February 2, 1941, we placed
reveal the amazing growth in popu- gon Caves. Cascade mountain-lake Oregon State Highway department, in circulation another 16 mm Koda-
larity of Kodachrome. In contrast region. Wallowa mountains, the it is sent only to adult audiences, chrome picture 956 ft. in length
to increasing production and many Oregon coast, fishing. Portland primarily of service clubs, travel —
Mexico RoMANTico Photograph 0.
new sponsors was the scarcity of Rose Festival. State Parks. Colum- groups, and sportsmen's clubs. Barona. Continuity Pancho Scanlan
prints available. Several sponsors bia River Highway, Pendleton Illinois Central Minimizes Ads — Narrated by Jean Paul King.
filing survey returns requested that Kound Up. Astoria Regatta these — —
A. W. Ecksfein, ytdverfising Ageni N.B.C. announcer from New York
their subjects not be listed because are but a few items that have been \lCNETTES OF NeW OrLEA.NS AND — Recorded by Castle Films. This
of inability to supply audience re- assembled into this film. THE Mississippi Golf Coast is a picture, too. contains the minimum
quests! But on the whole, the out- The film is cut short and fast. 10 mm Kodachrome film 856 feet of railroad propaganda. \^ e have
look is bright —
and adult audiences which adds to its interest and tem- in length. been told that it is the finest Mexico
plentiful for the many aggres.sive po. There are no points where one One of the things (so we have travel picture in circulation. This
users who are turning films into wails to see Avhat comes next. It been told by the people who have production opens in Mexico City
one of the strongest vseapons in is devoid of advertising — other seen the production that is so un- ) with the Zocolo —
Chapultepec Park
their promotional arsenal. A good than it creates an interest to see usual is the absence of Illinois Cen- on Sunday with Charros Modern —
number of these reports are pre- Oregon in the person viewing it. tral advertising. The only
— "Presented credit is Mexico City —
Bull Fight Xochi- —
sented herewith: others will be The film was photographed by Ralph at the opening by the —
milco Taxco Market Native In- —
seen in the.*e pages next month. Gilford, photographer for the Ore- Illinois Central Railroad." .At the dian Dances —
Fortin Cordoba—
Oregon State in Kodachrome
gon State Highway department. It close our trademark shown. This
is — and finishes up at Acapulco.
was organized and cut by Harold is exactly what we wish
to accom-
—shown nafionafly fo oduft groups B. Say. director of the Travel & plish to create acceptance in places Alaska Railroad's Color Film
The New Oregon Tr^il Iu 2- Information department of the Ore- where other advertising films arc
—produced by Harold W. Snell
reel — 800 joot subject in Koda- gon State Highway commission. objectionable. The .Alaska Railroad has pro-
chrome 16 mm — inicF and musical The film is distributed by Castle The picture opens up in the duced a silent 1700 feet in
film
French Quarter of New Orleans length. 16 millimeter and entirely
OREGON STATE SHOWN IN KODACHROME features these summer skiiers
hiking up Mt Hood to new snow (Oregon State Highway Department film). (not a railroad train is shown in in Kodachrome. The pictures were
the whole production ) showing taken on several trips to. from and
Jackson Square. The Cabildo. Pres- in Alaska and cover approximately
bytere. St. Louis Cathedral. Pon- 20.000 miles of travel. They show
talba Apartments. French Market, the trip from Seattle through the
lacv balconies, wrought ironwork inside channel with scenes at the
Modern New Orleans Huey Long — coastal port cities on the way to

—
Bridge Charity Hospital unload- — Seward. .Also down the Yukon
ing of banana and coffee boats — River with scenes taken from its

liirdseye and wormseye view of headwaters to very near its mouth.

Canal Street — (the widest street in Also from Seattle into Bering Sea
the world) — sports, track
all meet through Bering Straits and to Point
— tennis — golf — sailing on Lake Barrow. There are portions of the
Ponchartrain —
bathing horse- — film which were taken from air-
back riding on the levees. Then to planes and the same portions are
the Mississippi Gulf Coast showing shown also from land or sea. The
Beavoir. the home of Jefferson film is not loaned but is used in
Davis, the drive along the sea-wall connection with a lecture given bv
and some of the homes — Biloxi Mr. Snell.

28 Bustnvfis SereeH
 Scenic Denver & Rio Grande
— films shown by represenfofives
Rails to Rainbow's End (1941^
is a three-reel sound film in natural
color picturing the Rio Grande trip
shows the development of irriga-
tion in Utah, completely pictures
the operation of the Bingham Mine
of the Utah Copper Company, larg-
est open-cut copper mine in the

from Denver to Salt Lake City via
Colorado Springs, the Pikes Peak
Region, and the Royal Gorge, with
return via the Moffat Tunnel Scenic
Shortcut along the Colorado River.
Interspersed are numerous interest-
ing side trips to such spots as the
Gunnison River, famed for its trout
fishing. Colorado National Monu-
world, and portrays the scenic won-
ders of Salt Lake City, with special
emphasis on the Mormon Temple
Grounds. This film, requiring 32
minutes for showing, is narrated by
Don \^ ilson. and carries extremely
effective musical and sound effects
background.
Magic Beneath the Clouds is

ment near Grand Junction, and a three-reel black-and-white sound

Mesa Verde National Park,
ing the largest group and best pre-
served of all prehistoric ruins in
America. This film, requiring 32
minutes for showing, is narrated
by Alois Havrilla. and carries a
enclos-
film portraving the scenic wonders
THE MAJESTY OF AMERICA'S NATIONAL PARKS is realized in the Great
of the entire Pikes Peak Region, Northern Railway films of William S. Yale. Cinematographer, whose pictorial
including such famous spots as masterpieces are among the finest in this field of travel promotion.
Garden of the Gods. Summit of
Pikes Peak (14.110 ft.). Cave of Capitol.Denver Civic Center, and the northern part of Glacier
the \^'inds. Broadmoor. Will Rogers Cheesman Park are included. Next Park, and also on the north fork
Shrine of the Sun. Cripple Creek. are shown Red Rocks Park; view of the Flathead River in Mon-
Seven Falls. World's Highest tana which is the western boun-
of rock formations and Pueblo:
Bridge, and Royal Gorge. The film view of twin rock formation: Elk dary of Glacier Park.
is narrated bv Don Wilson, and has in Cody Park. Buffalo, near Look- The Magic Valley (22 minuJes).
an excellent musical background. out Mountain. Buffalo Bill's grave. This industrial film shows the

Traii.ways TO THE Sky ( 1941 "i Echo Lake Hotel, all near Denver. industry of the \^'enatchee Valley
is a three-reel 16 mm sound film Other scenes include: Pike's Peak where a major portion of ihe
in natural color picturing the routes by train and auto. Tower atop worlds apple crop is grown, tell-
of Rio Grande Motor \^ ay in Colo- Pike's Peak and final views show ing the story of the apple from
rado and Utah. sunset from Pike's Peak and rear apple blossoms to the finished
view departing Rocket. Film
of box of apples on their way to
Wisconsin Conservation Films may be obtained on application to the markets of the world.
—
resources & recreational subjecfs T. J. O.'Shaughnessy. Rock Island In .\ll the ^S'orld (34 minutes).
The \^ isconsin Conservation De- Lines. Room 917. LaSalle St. Sta- This is a new film on glorious
partment has attempted to organize tion. Chicago. Glacier Park which shows what
a film library of subjects designed evervone can do on a vacation
Great Northern's Pictures
Rocky Mountains.
to effect a better understanding of
— rate as works of cinema art
in the
the aims and accomplishments of
The Great Northern Railway at
A from the Company
letter
this department. It believes every
seven sound
states: We
have .sound projectors
the present time lists
citizen .should know more about in Chicago. New York and San
films which were photographed in
forest production and protection, Francisco ticket offices. These offices
full color on Kodachrome. The
bird and animal habits, fish propa- will gladly put on a show and will
names of the seven subjects are
gation and other subjects of a simi- present anv one of these films to
listed in the order in which they
lar nature, since these activities in- an interested audience of at least
were produced:
sure the future of the country's 50 people or more. \^ e also have
ACE LINE MOTION PICTURES present South Amer- Scenic Way West (44 minutes).
. in all its romantic charm and beauty. Ten subjects natural resources. sound projection equipment in our
Depicts from Chicago
I listed, many in color and sound. There are also prepared scenic
the trip
home office, and every winter we
over the line of the Great North-
and recreational films showing tour the United States putting on
musical background of unusual ex- ern Railway to the Coast and to deluxe presentations of our latest
Wisconsin's fine fishing waters, state
California and Canada. pictures for service clubs, travel
cellence. parks, canoe trips and winter
Desert Empire is a three-reel sports. These reels are of interest Vacation Adventureland (33 organizations and schools and col-
black-and-white sound film portray- to citizens of the state as well as minutes), A trip in Glacier Park leges. We do not loan sound prints
ing industrial and recreational ad- the tourist public from other sec- over the regular highways and as a usual practice, as the chance
vantages found in Rio Grande ter- tions interested in vacation areas. gives a good idea of the average of damaging the film is loo great.
ritory in Utah. Treated in dra- The films are only distributed trips for tourists in Glacier Park. However, if we know the equipment
matic fashion, this motion picture from the Photographic Section. The North Circle Trail 138 min- and the people who will show the
\^ isconsin Conservation Depart- utes). A five-day saddle horse film we will ship film. (OVER I

lONG THE DENVER i RIO GRANDE railroad are

ment. State Office Building. Madi- trip mountainous coun-
into the
— now
turesque glimpses like these captured in Koda-
son. \^'isconsin. and the only ex- try of Glacier Park with a party
north CAROLINA and the romantic
next page).
ome motion pictures. South in a new film (sec
pense is transportation both ways. of horse-back riders showing the
fun and adventures in trail riding
Colorado — Ideal Vacationland in Glacier Park.
—presented in gtorious color fiims GiAKDiANS OF Glnsight 1 17 min-
Colorado — Vacationland Si- utes). .\ saddle horse trip over
I'REME is a 16 mm. Kodachrome Gunsight Pass and has many
( both sound and silent versions i close-ups of the Rocky .Mountain
film. It is available in 1800 fool goat that inhabit the Sperry
lingth I sound I or a silent version glacier area of Glacier Park.
of 2100 feet. The opening scene Some of the closest color films
shows Rocky Mountain Rocket of on mountain goats are in this

Hock Island Lines leaving LaSalle film.

Station, (.hicago. enroute to Colo- Trolt Fishing in Glacier Park

rado, followed by various interior (20 minutes). The fishing for

shots of the train. In Denver: State trout in the lakes and streams of

.Vuntbcr Six 1 941 29

USINESS SCREEN
 ^^cwniEs J, J.

The convenient LOCATION of Twenty North Wacker is one outstanding reason why this superb modern office building is the
preferred choice of so many national business leaders for their office headquarters in Chicago. At the gateway to Chicago's Loop
business district and nearby financial, wholesale and shopping sections. Twenty North Wacker Drive has the additional LOCATION
advantage of surface, bus and elevated lines at the door and several principal Chicago rail terminals within a few minutes walk.
Office accommodations afford maximum light and air on eight sides with tower office suites far above the surrounding business struc-

tures. Service facilities are unexcelled with luxurious club floors, studio theatres, ample low-cost parking and unexcelled modern
dining rooms for employees and executives. These and many similar advantages in addition to LOCATION, will afford added
efficiency, comfort and economy for your own organization at Twenty North Wacker Drive.

Address all inquiries to the Office of the President, Mr. J. C. Thompson

LT THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILDING

20 NORTH WACKER DRIVE

 .-^Vv\o»

Inteknatio.nai.Mutoscope Reel widow. Mrs. Emma Carlson, daugh-

Company has announced a new type ter, and Mr. E. B. DeVry. son.
of self-contained projector for com-
mercialized sound films. This new
New B & H Lenses
machine will facilitate the screening • Rounding out the Filmo line of
of sales and commercial sound films Faster, fine quality. 16 mm. pro-
in sales rooms, branch offices, de- jection lenses of the longer focal
NO! Your product is already a star In its own field. Now
partment stores, conventions etc. lengths. Bell & Howell announces
it can take its place on the theatre screens of the nation This new motion picture projector new ""Incre-Lite" 21'o-inch F 1.65
— nearly 10,000 under agreement to Alexander. YOUR offers several unique advantages in and 4-inch F 2.5 projection lenses.
Bell & Howell state that these new-
one self-contained unit.
PRODUCT— your company can reserve preferred posi- Employing the
R. C. A.
latest lenses not only provide greater bril-
and sound liance, but that they also maintain
tion before the eyes of millions of theatre patrons. Why projector system to-
gether with a continuous automatic the high optical quality for which
not use the type of showmanship to be found only in the
reel it will handle up to 1200 feet the slower lenses were noted. Thus,
use of all-color, sound moving pictures to do that next of 16mm sound film. Operation is pictures can be thrown great dis-
completely automatic. It is started tances with new brilliance and with
big selling job for you?
by push-button and the machine sharp picture definition.
stops at any pre-determined point The new 2i2-inch F 1.65 lens is
We hove arranged for the theatres and we have said to be 40 per cent faster than
by notching the film.
the organizotion for placing your movie-ads in
A motor driven humidifier in con- the 2i2-inch F 1.9 lens, and is
any area you choose. Let us tell you about it! especially adapted to take full ad-
junction with filtered air insures
long life to the film. The cabinet is vantage of the violet and ultra-

ALEXANDER FILM CO.

completely sound-proofed.
22 plastic screen produces an ex-
cellent image from any viewing
A 17 by violet end of the spectrum available
in the arc-generated light of the
Filmoarc. The new lens is equally
COLORADO SPRINGS, COLORADO
angle. The cabinet is 71 inches efficient mounted on any Filmo
high and 33 inches deep. It is made projector.
of walnut and is solidly built to
withstand rough handling.
Address inquiries concerning
rx
this and similar equipment to
Screen Service Bureau. 20 North
Wacker Drive. Chicago. There is no
obligation.

HOLLYWOOD COLORFILM Honor H. A. DeVry

CORPORATION The innumerable friends of the
late Herman A. DeVry. pioneer mo-
tion picture projector inventor, en-
gineer and founder of the DeVry
FOR DEFENSE
that preparations are now complete for print- Corporation, will be delighted to of Your Field Men
ing and processing 16nim sound prints in learn that on June 2. 1941. a post-
humous honor in the form of a
Doctor of Science Degree was
QalfusAcolo^ conferred upon him by Lincoln
Memorial University. Harrogate.
Jjon. Maae^ut BelUna
FOR RICHNESS AND FAITHFUL COLOR REPRODUCTION
Tennessee. Mr. DeVry was ac-
Fortify your field forces with equip-
corded this high honor in recogni- ment engineered to cope with
tion of his distinguished service in present day problems.
FOR ECONOMY AND PLEASING COLOR REPRODUCTION the field of science and invention New ease of operation, light
and for his pioneering in the realm weight, compactness, tonal quality,
of Visual Education. and a score of other improvements.
Either color method assures you of uniformity, permanencv, Accepting the recognition in his And important, too, is the con-
and transparency in color, of the highest quality, from your honor were Mrs. Ida B. DeVrv. tinued low selling price.
original negatives or Kodachrome subjects, at prices you Make no further equipment com-
can afford to pay — plus speedy delivery.
Motion Picture
mitments until you have taken
Radiad equipment up with your
Equipment Bargain film producer or equipment dealer.
Slide Films in both 2 or 3 Colors \ ery reasonable — 1937 model Or Radiad Service
Mcrite directly tn

DeVry 35 mm. sound /nr Ctttnplete in/itrntnlitin.

record-
Phone, write, or icire
ing camera for single or 154 E. ERIE ST. • CHICAGO
double system. In .-V-l condi-
HOLLYWOOD COLORFILM CORPORATION tion, complete with tripod,
230 West Olive Avenue - - - Burbank, California amplifier, microphone, and ac-
Phone: Charleston 6-6477 cessories. Write R. P. Hogan.
Room 1074. 35 E. V^'acker Dr..
rhicagu. or phone State 2100.

32 Businens Screen
 .

PERSONALITIES
.Associated
appointment of
also
J.
announces the
A.MlDOLEttoOD
^WW? ^mnBB
IN THE NEWS to the contact stalT of the Detroit
office. Mr. Middlewood. formerly PRESENT YOUR MESSAGE
# One of the comnuTcial film in- head of the film department of the
dustry's best known personalities. Ford Motor Company, brings to As-
MR. JOH.N STRICKLER. who for over sociated a wide background of ex- TO SELECTED AUDIENCES
twenty years was an executive of perience in sales promotion and (CLUBS, INDUSTRIES, CHURCHES, ETC.)
the Jam Handy Organization in sales training of all types as well
Detroit is no longer with that firm as his knowledge of motion picture
but is now associated with the and slidefilmplanning and pro-
Motion Picture Engineering Com- duction.
pany. Detroit, where he is Vice-
Roquemore Opens in Buffalo
President. The firm specializes in
the design and manufacture of mo- Everett E. Roqle.\iore. pro-
MILLIONS ARE IN THE PROCESS .^"
lion picture projection equipment ducer of commercial and educa-
slidefilms and motion pic-
OF REACHING BUYING DECISIONS >^
and other special display apparatus. tional
In this work Mr. Stricklers profes- tures, recently established eastern
Q
sional engineering background is
an invaluable asset to his firms
headquarters at 425
Buffalo. N. Y., under the
Elmwood .Ave..
name of
44= RIPE FOR PICKING ^X<J^READY FOR RIPENING
extensive industrial film clientele. Audiences of substantial buying-power are eagerly accepting motion
Roquemore Films.
pictures from the Y.M.C.A. bureau. They regard our films as a source of
Opens St. Louis Office Mr. Roquemore will divide his
reliable and usable information.
.Associated Sales Company, of time between the Buffalo and Chi-
cago areas his midwestern head- Their confidence Is the confidence you want.
Detroit, has just announced the
opening of a St. Louis office. The quarters being located at 127 Key-
NOW IN Every screen is a demonstration and show
window for your product ... an opportunity
office, located in the Shell Building, stone Ave.. River Forest, III., a DALLAS to implant convincing facts and preferences
will under the direction of
be suburb of Chicago, where his busi- at 1700 Patterson Ave.
As of August 1st. . strategically
. . throughout the mental
. . .

J. E. JURY. ness was formerly conducted under L. stages of reaching buying decisions.
Mr. Jury is also president of the the name of The Everett (^o. Dur-
firm. Business Collaborators. Inc.. ing his many years of expeirence.
Y.M.C.A.
of St. Louis, who specialize in the as director of sales and advertising
production of industrial educational for several large national corpora- MOTION PICTURE BUREAU
literature. Besides managing the tions. Mr. Roquemore supervised NEW YORK CHICAGO D/tlUS UN FUNCISCO
St. Louis Office and handling the production and use of numerous 347 MtDIIOII tVE. 19S0. UStUEIT 1700 PtnERSON ME. Ml TUIK ST.
contact work in that area. Mr. Jury films which produced outstanding
will assist the creative and technical results in the field. He also writes
staff of Associated in Detroit. radio scripts.

Travel Prevue
Guests in the Photo
and Sound. Inc. Little
'Jjtmnfnm FOR DEFENSE !
Theater in San Fran-
ci.sco recently were ex-
ecutives of the Denver
and Rio Grande Rail-
road. Mr. J. E. CoLRT-
NEY. .Assistant Traffic
Manager of the rail-

road in San Francisco.

C. J. Harbeke. Gen-
eral .Agent, together
with Ray DeGiire. the
City Passenger -Agent,
and their local freight
agents. H. E. Jar.man
THE "LEAD PIPE"
TREATMENT SELDOM
and Everett Nelson. WITH 35 MM. FILMSTRIPS
previewed the line's
FAILS TO MAKE A DEEP f and
newest natural color
IMPRESSION.
film Ruinhnu's End.
YOUR SALES STORY NEVER FAILS TO REACH
Joins Springer
PROJECTORS
YOUR MARKET WITH MAXIMUM IMPACT To speed up ernployee training, lead-
WHEN YOU USE THE MERCHANDISING He.nkv Ci.a\ Gii'son ing Industrial organizations find sound

COUNSEL OF MACDONALD PRODUCTIONS- has joined the staff of or silent slidefilms an effective aid. For showing

TEN YEARS EXPERIENCE IN SALES ."springer Pictures and your own training films, S.V.E. Projectors have

PROMOTION. • v\ill divide his time be many exclusive advantages that provide more
* * S.V.E. PROJECTOR
twi-en New York and MODEL G efficient projection and easier operation. S.V.E.
HAVE YOU SEEN OUR LATEST SELLING made the projector for showing mm.
35
SUCCESS FOR ZURICH GENERAL ACCIDENT
Detroit offices. He will for Large Audiences first

Powerful 30O-waH projector for filmstrips more than 20 years ago. More than
serve as agency contact
6 LIABILITY INSURANCE ^^^ man on motion pic-
jingte-frame
ented S.V.E
tlidefllms.
Rewind Tak«-Up
Pat-
three-fourths of all the filmstrip projectors serving
CO. LTD.? protects and rewinds film in business and schools today are S.V.E. equip-
tures and will promote correct sequence as it
chrome
is
catalog, which gives
shown. Black with ment. Write for S.V.E. full
his new process for frim: in handsome leattierette
information on all models of S.V.E. Projectors!
carrying case
color slide films which,
Slide Fi/ms
it is expected, will cut
Motion Pictures
the cost of this medium
sociEiy fOR VISUAL EDUcflTion. inc.
lOO €flST OHIO STR€€T CHICAGO ILLinOIS
737 NORTH MICHIG>«N, CHIC4G0 DElowore I50I considerabh

\uiiiber Six tail 33

 PROJECTORS ^ DEFENSE a=«»~«»«»~^^««»s~^^««v«»
FILM PROTECTION
AGAINST
CLIMATE -SCRATCHES -OIL and DIRT ment of Commerce,
[Continued jrom I'u^c Fourteen)

over 100 major ofTices:

SPEED!-
THAT HITS THE SPOT X^eather Bureau. .315 major offices; Interior Di'-
ALL THE WAY.,.
partment. several tliousaiid outlets; Lalior De-
MOVIES ><«aa£fV STILLS. Why rush with production and lose time
partment, several hundred outlets.
on deliveries? To keep your momentum
The State Department is acquiring projector climbing use Railway Express and
equipment for its 19 Embassies and Lega-
all speed up your speed all the way. Nation-
tions in Central and South America, and pro- wide. Low rates. For super-speed use Air

poses to place similar equipment in the principal Express. To bring the ser\'ice. phone us.

photo limshecs otter VapOrate I Consulates, to show films demonstrating places,

Belter
protection tor still riegatives
|
people and things in North America of interest RAILWA^ XPRESS
BELl & HOWELL CO in Latin America. Along the same line, the
VAPORATE CO INC
1801 Larchmonr NATION-WIDE RAIL-AIR SERVICE
130 W 46th St Chicago Coast Guard, some of whose specially ei]uippcd
New York C.ty 716 No La Brea r r
Mollvwood ships cruise from one end of Latin America to
the other, will carry projector equipment.

The Air Corps (with over 1,500 units), the LOCAL PRO.IECTION SERVICE
PRODUCER DIRECTORY CCC, CAA and Civilian Pilot Training schools
and a great many similar agencies including the
California and Pacifie Coast —
Army and Navy mechanical training classrooms
are well-equipped with the familiar silent film- ALLIED FILM EXHIBITORS, Inc.
and firm believers 1963 So. Vermont Avenue. Los Angeles. CaL
OUALITY PRODUCTIONS strip projector
and efficient means of training.
in this simple
EXKTBITOBS OF leMTVT rNDUSTBIAl. AND
BLACK & WHITE & IN COLOR PUBLIC BBI.ATIONS FIZ.MS.
It assumed here that LaGuardias USO
is
56 excbang'es serving' 250 comznimitles 1& the
morale agency will make large use of projectors. Western Trading' Area.
In World War 1, you may remember, we had Rmgionat offlcms

the vast Army of speakers who appeared every- SAK FBAKCISCO • FOBTI.AITZ} • SBATTI.E
Division o^ /SARRA, Inc. where at the slightest provocation and spoke for
three minutes. It is expected the film and the Missouri, Central Illinois, Etc
WHItehall 5151 -:- 14 East Ontario Street -:- Chicago
projector will take their place in this \^orld
\^ ar. These substitutes are available almost in

every hall, in most churches, schools, factories, fn caoe^tofe i*t ST. LOUIS
and the States of Missouri, Illinois, and Arkansas
and at all assemblies where people gather. Al-
ready Carlton Duffus and his associates of the i^ RAY SWANK
Treasury in company with the publicity agencies 420 N. SKINKER BLVD.. ST. LOUIS. MISSOURI
STRAIGHTFORWARD of the Post Office and other great Government EXPERIENCED COMMERCIAL DISTRIBUTOR
Also Equipment Rental and Complete 16 mm. Library
departments, are using the film and the projector
INDUSTRIAL ILLUSTRATION
FOR USERS OF to sell Defense Bonds and Defense Stamps. New York, New Jersey, Connecticut —
16mm MOTION PICTURES Editor's Note: The need for a defense film pro-
STILL PICTURES • SLIDEFILMS gram plain to forsee. As usual the totalitari- 1L\A\A
COLOR
is
OMM fi.
ft
?CkJKJ
motion picture proiection
^OmlVI
lervice. Arrange club,
ans have taken a leaf from the familiar Amer- school, church showings, supply equipment and operators.
Full responsibility, one-time or long runs in New York,

STANLEY STERN ^m^^^'^o^^^m'^^,^

ican book of originality and have made outstand- New Jersey, ^nd Connecticut. Continuous projection and
sound-slide film service. Have largest local list of the-
ing use of visual training methods. German atrical outlets for top quality Industrial films.

schools alone possess 40.000 sound projector

KING COLE'S SOUND SERVICE, Inc.
units (more than four times our own present NEW YORK
SLIDEFILM EQUIPMENT total) and the armed forces have ranked the
203 E. 24th ST., CITY LEi. 2-4781

photographer and the projectionist with the first New England States —
1U PICTUREPHONE line troops. In our defensive preparations, edu-
cation of the public as well as the armed services
—in BOSTON see PATHESCOPE
jor Training, Sales, will call forth these most effective weapons of
for your
Demonstrations, Meetings audio-visual instruction. It remains for those
AMPROSOUND. FILMOSOUND or RCA
The Only Complete Line of Sound Slide Film who can use them to employ them efficiently and "Gef a swell show for your
Projection Equipment on the Market. What-
to those in the commercial and educational film swell picture."
ever You ISeed, We Have It. Twenty-Five Ex-
clusive Advantages. Radically DifTerent. world who understand the medium to help assure Jj Write or phooe the

O.
Write us today
McCLURE TALKING PICTURES
. . .
their efficient use in the interests of defense.
PATHESCOPE CO.
J. 438 Stuart St., Boston Tel. COM 0640
1115 W. WASHINGTON BLVD.
CHICAGO, ILLLINOIS Pti„ne CANal 4914
Ohio. Micliigan. Etc. —
FILM SHIPPING CASES 1,125,000
DiiffliH
PRODUCERS Of BUSinfSS
nut est Rural Residents See Oui

SAFEGUARD YOUR FILMS BflD EOUCflTIOnfll Films

INSIST THEY We can show

>w YOUR INDUSTRIAL FILM
F to this

ON PROTECT
UMM REELS «5 ELmuiOOD AVE.
FIBERBILT
AND FILM uffflio. n.y. RATES ON APPLICATION
SHIPPING WHILE
CASES IN TRANSIT
Vi
TWYMAN
Central Avenue
FILMS. Inc
Helping Meet a Crisis!
AMPRO PROJECTORS ARE SERVING IN THE NATIONAL DEFENSE PROGRAM

BY AIDING IN INDOSTRIAL TRAINING AND EMPLOYEE DEVELOPMENT

All over the country, in every branch of indus- users of Ampro projectors who have re-ordered
try and in man)' go\ernment departments, Ampro again and again —on the basis of the performance
sound projectors are performing faithfully day of their original purchases. Some of these custom-
after day — performing an important part in train- ers have hundreds of Ampro precision projectors
ing, education and publicity. Here is a partial list in constant operation:

of industrial, educational, governmental and other

U. S. Navy Recruiting Service Shell Petroleum

U. S. Dept. of the Interior Fisk Tire Company

Wright Air Field General Motors Acceptance Corp.
Collins and Aikman Servel (Electrolux)
Barrett Company Anheuser-Busch, Inc.
Union Carbon St Carbide Co. Stewart- Warner
Kraft Cheese Company Telephone
Illinois Bell

Keystone State Amusement Co. Dictaphone Corporation

General Tire and Rubber Company Allis-Chalmers Company
Wilding Picture Productions, Inc.
C.C.C. Camps in Sparta, Wis., El
Boards of Education in New York
Chicago, De-
Paso, Tex., Phoeni.x, Ariz., Fort troit. Kansas
Bragg, N. C Columbus. Ohio City and hun-
Ideal Pictures Corporation dreds of other
American Air Lines cities and
Firestone Tire 8C Rubber Company many other
Frigidaire Division, General Motors
city, and
state
national gov-
General Electric Company
ernmental de-
The Jam Handy Organization partments.
Massey Harris Company
Mead-Johnson Company

Showing complete line of Ampro I6mm sound

on-film, silent, and convertible to sound models.
Thousands of Ampro precision projecters are
rendering splendid service for the sales depart-
ments of America's largest corporations. Find
out what they can do for you.

AMPRO CORPORATION. 28 5') N. ^\v>utn Av^.. CIiujko. Ill-

PIcdsc &ond me new Ampro Oialojj. I am particularly inicrcslcd in:

PRECISION CINE EQUIPMENT

AMPRO Name
Addrta
City
.
G
New Amprosound I6mm Projectors.
Ampro 16mm Silent and Convertible lo Sound Projectors.

Slmle^
.^.5

One of the best ways to assure

the success of an advertising campaign is to make cer-

tain the retail trade understands it, — the purpose and

the strategy back of it.

The officers of the Anheuser-Busch, Inc. conceived a

constructive, long-range advertising plan. Then they
put their basic thinking into a talking pictiire, "Reflect-

ing Our Confidence in the Future of America."

pe JAM HANDY Ot^anl^atlon

Sales Meetings • Slidefilms • Talking Pictures • Convention Playlets
vA^ New Toik • Wilmington ^ Washington, D. C. ic Detroit -A- Dayton ie Chicago
19 West 44lh Street 922 Shipley Street Transportation Building 2821 East Grand Boulevard 311 TalboH Building 230 N. Michigan Boulevard 7046 HoUywood Boule
VAnderbJJt 6-5290. . Wilmington 4-2401 REoublic 8036 MAdison 2450 ADams e2R9
 I
MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS
 A FREE HAND
NEW lightings, new camera angles en-

liven today's screen productions. Com-

plete confidence in the wide latitude

and unvarying uniformity of Eastman

negative films encourages directors

and cameramen to take full advantage

of every dramatic situation. Eastman

Kodak Company, Rochester, N. Y.

J. E. BRULATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLUS-X SUPER-XX
for (feneral studio use when Utile light is available

BACKGROIJND-X
for backgrounds and general exterior work

EASTMAN NEGATIVE FILMS

 .

To Business Executives
with the courage to plan
THREE YEARS AHEAD

REGARDLESS of the exlenl lo which your company

is occupied with work for national defense, it is

surely the part of wisdom to start planning for what

If YOU want proof Ihal Caravel may happen one year, two years, even three years
Plans get results, check with
from now . .

American Can Company While we are devoting part of our efforts to pro-
American Viscose Corporalion moting and producing vocational training films to
The Bales Manufacturing Company
Wallace Barnes Company
speed defense, we are also helping a number of
Black & Decker Manufacturing Company large business organizations prepare for all-out com-
Cadillac Motors petition in the years ahead
Calco Chemical Company, Inc.
Camp & Company
—By devising long-range draining programs, to
S. H.
Cluetl, Peabody & Company, Inc. keep far-flung sales and dealer organizations
Dictaphone Corporation ready to do a top-flight selling job whenever the
E. I. duPont de Nemours signal flashes.
Eberhard Faber Pencil Co.
Ethyl Gasoline Corp.
—By promoting long-range educational pro-
Godfrey L. Cabot, Inc. grams, lo create a better understanding on the
The B. F. Goodrich Company part of high school and college students (and
Hart Schaffner & Marx many benefits which come
their parents) of the
Jenkins Bros.
Johns-Manville Corporalion them as a result of the specific services of
to
Kenwood Mills American business institutions.
Mohawk Carpet Mills, Inc. Both of these programs are designed to meet prob-
National Biscuit Company
National Lead Company
lems that are bound to become increasingly perplex-
Pepsi-Cola Co. ing;and since they cannot be escaped, it is surely
Socony-Vacuum Oil Company, Inc. good judgment to anticipate them with a plan that
Swift & Company
can be quickly adapted to each changing situation.
Talon, Inc.
The Texas Company May we tell you more about these plans— and from
our many years' experience suggest how they may
OR ANY OTHER CARAVEL CLIENT
contribute to the solving of your long-range prob-
lems? A letter entails no obligation— and it may prove
very well worth while.

CARAVEL FILMS INCORPORATED

New York • 730 FiJth Avenue • Tel. Circle 7-6112
 UM ERA NEWS i COMMENT
ran, the film deals chiefly with
aspect
disease
of the crusade against
— namely, the elimination of
the vice conditions which do
to assist its spread. Its
one
this

much
story cen-
OF THE PERIOD ters on the work of a young health
commissioner trying to clean up
* • * vice; light romantic interest is pro-
vided by the story of a young cou-
iiiiiiiiiiiiiiiiiiiiiiiii ^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

ple who were married only to

• This will be remembered,
through the centuries to come, as
the year of the Great Doubt. As
usual, the
uals as among
become even stronger and those
who seemed strong but were weak
internally (and
may not be
year has passed.
suggest you look at the records of
World War I.
To those manufacturers
think that a defense contract
good and sufficient shelter from
which to avoid the difficult present
discover afterwards that the hus-
band had the disease on which the
story centers. The theme is heav-
ily dramatized, the forbidden name
strong among individ-
used but four times.
business firms will
The producer, Mary Ransone.
has worked on Batten. Barton, Dur-
stineand Osborne commercial film
who lacked courage)
among us when another releasesand was on the staff of
Think not? \^'e
March of Time.
Miss Ransone received technical
aid in preparing her story from Dr.
Walter Clark, executive director of
who
the American Social Hygiene asso-
is a
ciation, and has received prevue ap-
proval of her film from Dr. Parran.

The Magazine of Commercial we put this reminder that Ameri-

Public Relations Objectives
AND Educational Films can business was made what it is
today by the humble dealer and the Of particular interest to commer-
cial film users is the list of six
hardworking salesman. Whal it is
for you tomorrow may well de- public relations objectives drawn
Cover Subjecl: Scenes from "Goodyear Shoulders Arms"
pend on them once again. Share up by Frank \^ . Lovejoy, sales ex-
A Presentalion of the Goodyear Tire & Rubber Company ecutive of the Socony-Vacuum Oil
your plant for our nation's defense
but don't throw away your invest- Company of New York, at the an-

ment in the future! nual conference of the American

Council of Public Relations,
Get Together. An Editorial 8 southern branch, held at the Uni-
25 Million See Picture versity of California early in
Dealers and Salesmen. Forgotten Men of Defense 11
* "But theatre audiences resent ad- September.
Government Reports on Defense 12
vertising on their entertainment bill Stated in terms of essential rela-
The Latin-Americas Want Our Trade Films 13 of fare!" How often have we heard (Good
tionships, the objectives are:
this objection, and how often has feeling between company and
I the
Slidefilms Train Pilots—?art 2 14
it persuaded us to pretend to ig- its consumers, the company and its
Priorities and the Screen, A Washington Report 15 nore the existence of our greatest stockholders, the company and
Movies Report to Citizens 17 potential outlet for reaching a government, the company and its
mass-consumer audience! employees, the company and local
Film Review Section Yet 25.000.000 Americans "go- communities and the company and
ing to the movies" in 3.000 neigh- its competitors. Official secrecy on
New Training Film Technique 19 the part of any company, Mr.
borhood theatres saw this year the
The Making of a Magazine in Films 20 showing of America Looks Ahead. Lovejoy pointed out, is usually
a documentary public relations film caused by fear, '"fear to give out
Music on Films: A Personality Sketch 21
circulated by the Investment Bank- facts that will be criticized, that
10 Million See A. T. & T. Films 22 competitors will profit." Yet. he de-
ers" Association. Such is the record
U. S. Rubber Presents Dual Show 23 of the shorter 10-minute version of clared, '"without a frank appeal to

the film; more than 500 educational the public" misunderstandings and
Seeing Is Knowing: Films in School 24
institutions have booked the longer ill-will are likely to arise.

version for Fall showings. The film

Equipment and Processes Training for Bankers
has also been adapted by a number
News of New Equipment 30 of state and university visual edu-
The latest evidence of the bank-

cation libraries for distribution to er's new attitude toward his public
Index of Production 32
high school subscribers. relations problems is the produc-
Film Index: New Films Listed 34 tion of Todd Company's new sales-
training sound slidefilm for bank-
"No Greater Sin" Under the title of Selling Your
Number 7 1941 Volume 3 ers.

Contributing its bit to the slow- Bank the new production deals prin-
Business Screen Magazine, issued by Business Screen Magazines. Inc.. 20 evaporation of one of our most re- cipally with techniques of selling
North Wacker Drive. Oiicago. on September 15. 1941. Editor: O. H. Coelln.
Jr.: Art Director: I>an Runyan. Eastern Editor: Robt. Seymour. Jr.; New- vered social taboos is a new edu- the idea of using special checking
York Offices :Clianin Bldg.. Phone Murray Hill 4-1054. Western Editor: H. L.
Mitchell. 2469 Hill Street, Huntinirton Park. Calif. Phone LAfayette 4668.
: cational film called A'o Greater accounts. The techniques illustrated
Washington Correspondent: Arnold Kruckman, Burlin^on Hotel. Washington. are also applicable to the problem
D. C. Acceptance under the Act of June 5. 1934. authorized February 20. Sin, which had its premiere show-
1939. —
Issued 12 times annually including 4 special numbers (not circulated
ing in New York late last August. of selling numerous other special
in the business field).Subscription: S2.00 for 8 business number;;; Foreign
and Canada $3.50: Single Copy 50c. Entire contents Copyrighted 1941 by
The film is about syphilis. banking services.
Business Screen Magazines, Inc. Trademark Reg. U. S. Patent Office.
Following up the educational The film stresses two major prin-
work of U. S. Surgeon General Par- { Continued on Page 6, Col. 3)

Bustneaa Screen
Dependable Performance
FOR EVERY INDUSTRIAL OR DEFENSE TRAINING NEED . . .

AMPRO'S PRECISION QUALITY ASSURES PERFECT PROJECTION

All over the country, in every branch of indus- users of Ampro projectors who have re-ordered
try and in many government departments, Ampro again and again —on the basis of the performance
sound projectors are performing faithfully day of their original purchases. Some of these custom-
after day — performing an important part in train- ers have hundreds of Ampro precision projectors
ing, education and publicity. Here is a partial list in constant operation:
of industrial, educational, governmental and other

U. S. Navy Recruiting Service Shell Petroleum

U. S. Dept. of the Interior Fisk Tire Company
Wright Air Field General Motors Acceptance Corp.
Collins and Aikman Servel (Electrolux)
Barrett Company Anheuser-Busch, Inc.
Union Carbon & Carbide Co. Stewart- Warner
Kraft Cheese Company Telephone
Illinois Bell

Keystone State Amusement Co. Dictaphone Corporation

General Tire and Rubber Company Allis-Chalmers Company
Wilding Picture Productions, Inc. Boards of Education New York,
in
C.C.C. Camps in Sparta, Wis., El Chicago, De-
Paso, Tex., Phoenix, Ariz., Fort troit, Kansas
Bragg, N. C, Columbus, Ohio City and hun-
Ideal Pictures Corporation dreds of other
American Air Lines ties and
Firestone Tire 8C Rubber Company
many other
city,state and
Frigidaire Division, General Motors
national gov-
Company
General Electric ernmental de-
The Jam Handy Organization partments.
Massey Harris Company
Mead-Johnson Company

Showing complete line of Ampro I6mm sound-

on-film, silent, and convertible to sound models.
Thousands of Ampro precision projecters are
rendering splendid service for the sales depart-
ments of America's largest corporations. Find
out what they can do for you.
(I a^ Nl

AMPRO CORPORATION. 2839 N. X^'csiern Ave. Chicjgo. III.

Please lend me new Ampro CataloK. I am panicularly interested in:

AMPRO
PRECISION CINE EQUIPMENT
Name
Address
City
....
O
C
New Amprosound I6mm Projectors.
Ampro 16mm Silcnc and Convertible to Sound Projector*.

Stait-
 — —

(Coniinufil from Page Four) mid-August, for the selection of the

ciples of salesmanship: lookiiiu; at best films for such purposes. The
things from the customer's point of Herbert D. Hall Foundation, spon-
view ("The customer is always sors of the program, plan for state-
right"), and stressing always the wide distribution of films chosen,
one argument that touches most for showings in vocational and
ilireclly on that customer's interests. manufacturing company apprentice
In regard to banking as the film — schools.
|)oints out —
he may be interested In the opening prevue Robert —
in prestige, economy, safety or con- Treat hotel. Newark, August 20
venience. four films on lathe operations and
The Todd Company, as maker the use of cutting tools were
of check-protecting machines, is shown before an audience which in-
offering the slidefilm to any bank cluded representatives of 20 manu-
which wishes to use for employee facturing companies, principals of
training purposes. This, for the three vocational high schools, two
film's sponsor, is good-will adver- college professors of engineering,
tising to a specialized audience staffmembers of Iron Age and
the bankers. Further, in helping American Machinist. Question-
the bankers to improve their busi- naires on the educational value of
ness, it reflects future benefits on the films were distributed after the

BOB HAWK entertains a Chanin Auditorium Audience

before a broadcast over the
suppliers of bankers such as Todd
Company. Such is the whirlpool of
Mutual network
modern advertising technique!
The film is being distributed
through regional Todd sales oflSces
throughout the country, and is
available to all
— showing.
Foundation plans include for the
immediate future the submission of
tabulated results to the New Jersey
Department of Education and the
U. S. Office of Education.
bankers on re-

Chosen... quest to such sales offices or to the

Todd Company's
partment in their central offices in
advertising de-
New Woric for Salesmen
In times like these
techniques are turned
— when selling
topsy-turvy
Rochester, N. Y. Showing time is
in the process of rechannelling
about a half hour. The service also
FOR IMPORTANT EVENTS includes, for free distribution to
goods toward defense uses
eries "new uses for salesmen"
of
— discov-
employee audiences, a mimeo-
are bound to be made. One such
graphed sheet listing customer
For imponant press and trade previews, first showings to boards
benefits from a special checking ac-
discovery — of how to sell intelli-

of direaors, sales conferences, dealers' conventions, style shows

gent and effective use of your prod-
count, suggestions for a sales talk
and announcements of new products and manufaauring pro- by bank personnel and printed
uct — is embodied in a new sound
slidefilm production sponsored by
summary of the film's points.
cesses, large business organizations year after year choose the Simonds Vi'orden V^Tiite company
Chanin Auditorium. Deere in Production of Dayton. Ohio, maker of grinding

— on A new color and sound motion wheels.

The location is as distinaive as it is convenient the 50th Shown before meetings arranged
picture for John Deere, bearing the
floor of the 56-story Chanin Building, opposite Grand Central title of "Uncle Joe.'' is now in pro- by SW Wsalesmen through pur-
Terminal at 42nd Street and Lexington Avenue. duction at the Hal Roach studio,
chasing agents or other responsi-
under the supervision of Wilding ble executives of customer firms,
High-speed express elevators, ample foyers and smoking rooms, the production intended for
Pictures.The cast contains such is

comfortable opera-type chairs and, above all, the dramatic view Hollywood names as Zazu Pitts and everyone in any way connected
Slim Summerville. Director is Jean with efficient production resulting
over all New York mean comfort and enjoyment to all whom
Yarbrough. from intelligent use of grinding
you invite. Large space adjourning the Auditorium is available
Incidentally, the expansion of wheels. Its content is a sales ar-
for displays and refreshments. gument only in a very indirect
Wilding's Detroit and Chicago
plants is one of the most current and secondary way. Primarily it is
Stage facilities, lighting equipment, motion piaure and public
signs, if signs be needed, that the aimed at keeping present customers
address systems, dressing rooms and v.orking space all are ar- content with the product they have
commercial film industry continues
ranged for the utmost efficiency. to grow and expand. In Chicago, bought by teaching them how to

the once-famous Essanay Studios. use it well.

The Auditorium is in charge of a staff accustomed to rendering
providing 200,000 square feet of The film's narrative starts with
a painstaking service that meets the needs of even the most exaa- broadly generalized historical
floor-space, is now a permanent
ing and complicated events. production center; in Detroit, the sketch of the evolution of tool-uses

1345 Argyle Corporation, a \^'ild- in the Dayton, and of the evolution

Complete information concerning facilities, rates and available of the city of Dayton as a center for
ing afliliate, has assumed owner-
dates will be furnshed upon request. ship of the model studio built for precision manufacturing of all
Industrial Pictures, recently dis-
sorts. Then follows a historical ac-
solved, at 4925 Cadieux Road. count of the development of grind-
ing tools, with occasional allusions

CHANI N AUDITORIUM Hall Foundation

• New evide.nce
Formed
of the impor-
to S\^ \^ products. Finally, there
a detailed account of how grinding
is

50th floor of the chanin building tance of commercial films in train- tools are made, followed by visual-
122 EAST 42nd STREET NEW YORK • • •
ing men for technical defense jobs
may be found in the state-wide pro-
ized presentation of the safety fac-
tors involved in using grinding
gram, initiated in New Jersey in wheels properly.

« Business Serpen
 — .

i¥HArBooff/s/TffNOBoorsas/r?
A lot of people can make good commercial and industrial have something to offer. If you are thinking of making
movies. But the most brilliant picture ever made isn't a moving picture — or want profitable distribution for one
worth a hoot ij it isn't seen. already made — consult Castle.
Castle Films not only makes good movies it gets them -AMONG THE MANY LEADING AMERICAN INDUSTRIES-
seen nhere they will do the most good. Last year alone,
SERVED BY CASTLE FILMS ARE:
over 25.000,000 people in key buving areas saw Castle-
distributed films. Procter & Gamble Ligoelt & Myers Tobacco Co
. . . E. I. du .

PoDt de Nemours Co. (Finishee Division). California Fruit

Some of these pictures were Castle-made. Others, pro- . .

Gr<»wers Exchange National Livestock and Meat Board

. . .

duced by leading manufacturers, were shown through

Pennsylvania Railroad Southern PaciBc Railroad . Lock-
. . . . .

Castle Films' Distribution Service. heed Aircraft Corp. Carrier Corporation . Pabst
. . . . .

^ ith a coast-to-coast system that reaches where others Brewing Co. Sealright Corp.
. . . .\etDa Casualty & Surety . . .

do not ... a "know how".

personnel with 26 years of . Co. . . . Crowell-Collier Publishing Co. . . . Sprecklcs Sugar Co.
with nation-wide movie-making facilities we A-noif we
. . .

amiMAKisMovKs. . . cmumsmMsmf
RCA BLDG NEW YORK RCA BLDG NEW YORK
FIELD BLDG
RUSS BLDG. .
CHICAGO
SAN FRANCISCO CASTIE FILMS FIELD BLDG
RUSS BLDG. .
CHICAGO
SAN FRANCISCO

Xuntber Spren 1911

 —

and Arthur H. Loucks of New York.

FILM FORUM President of Loucks and Norling.
The Chairman is Herbert S. Hous-
ton of New York, former Pub-
OPINION AND COMMENT lisher of The VI orld's \^ ork and

ON INDUSTRY PROBLEMS Chairman of the Publication Com-

Get Together! • Discussion pro and con on the
mittee Motion
of Picture
the
Research Council (of which Dr.
merits of the recently-formed Insti- Ray Lyman Wilbur of Leiand
tute for the Advancement of Visual Stanford University is the Presi-
(^rF|HE STRIVING FOR ORGANIZATION among a
Education and Vocational Training. dent I : and Miss Marion M. Shields
'^ few responsible producers in this commercial Inc.. has appeared at length in the of New York is Secretary.
pages of the theatrical trade press, "The Institute, now that it is

film industry has been duly noted by our contempora- unfortunately colored by that brand properly organized, is already con-
of journalism which favors the sidering the enlargement of its
ries in that other world of so-called "entertainment". half-truth, the unsupported testi- membership. It is prepared to ac-

to the facts and the usual mony of anonymous authority, and cept as members those qualified to
With splendid indifference
a shade or two of the kind of exag- subscribe to its purposes, announced
unswerving loyalty to the Broadway code of exagger- geration which in any other busi- in its Articles of Incorporation,
ness would be recognized as plain, provided they are solvent, have the
ation, these so-called journalists have sought to dis-
old-fashioned baloney. tools of the trade in the form of
Because four of the founding technical and studio requirements
credit not only this organization, but by implication,
members of The Institute are re- and are experienced in educational
the commercial film industry as well. putable and eminently responsible film production. The only exclu-
representatives of this industry. sion in this, manifestly, is the pro-
Business Screen believes their own tective exclusion, in the interest of
We have had no part in the formation of The In-
testimony to be illuminating and the Public and the Institute, that

stitute for the Advancement of Visual Education and helpful. Our own opinion has will membership of the
insure a
been expressed editorially in an- highest character and the soundest
Vocational Training. We have, in fact, regretted its
other department. Controversial experience.
signed opinions will be received
restricted membership during this pioneer phase of
and published here according lo Purposes of the Institute
organization as much as we appreciated the need for their merits and the qualifications "The purposes of the Institute,
of those who submit them. They
set forth in its charter, are to estab-
the standards of responsibility and experience on which are, indeed, welcome in these pages.
lish a better understanding of the
The following outline of the pur- usefulness and advantages of mo-
it was founded. We were the first to publish these
poses and plans of The Institute tion pictures andfor educational
standards as they were expressed in the model contract has been submitted to the editor of vocational purposes; encourage to
Business Screen by Mr. Herbert and promote the use of such pic-
prepared by the Procurement branch of the U. S. Treas- Houston, well-known in publishing tures: lo promote by closer personal
circles, and present Chairman of contact of the members the inter-
ury as a basis for bidding on the recent U. S. Office of
the organization: change of ideas, thereby obtaining
a better understanding of mutual
Education vocational training film program. Mr. Houston's Statement
problems arising in the business: to
'"There no more mystery about
is
foster and maintain better relations
Bui such an organization now needs to broaden its The Institute." Mr. Houston said, between producers of such motion
'"than about any one of scores of
pictures and those who use them,
influence by encouraging the participation of
all re-
other trade associations that are
and between the producers them-
formed to serve the common inter-
selves: and for that purpose to es-
sponsible producers without delay; It should qualify
ests of particular industries. They tablish and maintain fair and uni-
demonstrate the soundness of
leadership by the addition of recognized authorities
all
its form trade practices, customs and
cooperation among competitors lo commercial usages and a high stan-
from the fields of technical research which distinguish serve both the Public's interest and
dard of ethics for those engaged
their own: that is now so widely
in the business.
industry from that of entertainment. This is a
this accepted that has become part of
it
"To hold and free discussion
full
the American system of free enter-
good beginning but it will mean no more than that of trade volume and
conditions,
prise. The great Motion Picture
needs of the industry and to devel-
until many other producers recognize the common need Producers and Distributors Asso-
op, for the benefit of all concerned,
ciation, with the resourceful Will
reliable information with respect
for such a Code of Standards and for the establishment Hays as its President, represents
to the business.
this same sound American principle
seek to accomplish these
"To
and support of a research and development activity of cooperation among competitors
just as our Institute does — no more, purposes by bringing together as
who
whose benefits would profit all.
no less.
members of the Institute those
agree to subscribe to the ethical
"The Institute was incorporated
a broad and unselfish course we pledge our standards set up by the Institute
To such under the laws of New York in the
and who are qualified by previous
spring of this year as a non-profit
whole-hearted support. directors are experience to render competent
organization. Its
O. H. COELLN, productive service of the required
Jamison Handy of Detroit. Presi-
Editor: Business Screen dent of the Jam Handy Organiza- specialized character — to the end

Robert C. McKean of New that the motion picture may render

tion;
September 1941 its fullest service as an educational
5, York, President of Caravel Films.
Inc.: R. H. Ray of Minneapolis. and social agency in American
President of Rav-Bell Films. Inc.: life."

Business Screen
LEADING USERS OF INDUSTRIAL FILMS RECOMMEND DA-LITE SCREENS

'.Po^ smffi /t£sms ;;

The Cleveland Tractor Company

l/l6J^l OnLf
This new sound
produced hy
slidefilm.
The Jam Handy Or-
ganization, is now be-
DtoUE
ing extensively used Reg. U. S. Pat. Office
to show new dealers
and their salesmen
proved methods of GLASS- BEADED
selling Cletrac Crawl-
er Tractors. At the
right
this
the
is

film
Da
a scene

- Lite
from
shown on
Ch;
SCREENS
Mr. Steve C. Brown, Advertising iNIana-
lenger model. ger, the Cleveland Tractor Company,
writes:
"We use Da-Lite Screens exclusively,
for the simple reason that tliey are the
best that can be had on the market
today.
".Manv of our salesmen show these films
in the daytime in their hotel rooms and
in prospective dealers offices and bank-
ers offices and we find that the Da-Lite
beaded screen gives belter results under
any and all conditions than any other
screen. This is very important to us
because, when our men are showing
these films in the tiaylime. we want the
l)est possible projection that it is pos-
sible to get, and when there is foreign
interfering with sound slidefilm
THE Cleveland Tractor Company. Cleveland. Ohio, uses the Da-Lite Glass-Beaded
surface for perfect projection under conditions.
all They the Challenger
find
light
pri>jecli(>ns. the best in screens is neces-
model, like the one shown above, the ideal mounting wherever traveling is necessary. sary."
Its compact, lightweight "all-in-one"' construction, and other advanced features,
Ask your producer al>out Da-Lite equip-
make it easier to carry and set up. It is the only screen that can be adjusted in height
ment, famous for quality fur 32 years,
merely bv releasing a spring latch and raising extension support. It can be .^et up
anywhere in 15 seconds. No separate adjustments of the case. ^rile for literature, Dept. 9 B. S.

THE DA-LITE SCREEN COMPANY. INC.

27Z3 NORTH CRAWFORD AVENUE CHICAGO, ILLINOIS

Number Seven 19 il 9
'^^^^'^"•^-*-"^-'

Thousands of business men would like to know about your prod- or locally, choose MODERN. The complete service is exceedingly
uct or service, or that of your clients. They are typical Americans, economical, the selling advantages many. Why not be sure?
men open-minded to new ideas, men eager to be a part of an Investigate the possibilities ol your sound movies.
attentive audience viewing your sound movies.
But whether your product or service is advantageous to men of Yes, Why Not Investigate?
industry or to housewives, it's sound business economics to
present your proposition to the right group, in the right locality, We welcome the opportunity to talk across your desk about your
at the most opportune time. That's how to realize the most out films and how you can get the biggest return out of your invest-
of your advertising investment with talking pictures. ment. We feel certain you will be interested in knowing how your
present and future sound films can be shown to specific groups of
The right distribution needn't be a problem. The MODERN people in the RIGHT WAY— at low cost. Just phone Circle 6-09 10,
plan of controlled showings enables you to select the territory, or write us today at 9 Rockefeller Plaza, New York, N. Y.
the audiences and the timing. MODERN does all the rest. What-
ever the type or length of your talking pictures,MODERN service
assures expert screening according to plan, and gives you depend-
able reports on who, where, when and how many attended each
showing.
Whether you want controlled coverage nationally, sectionally.

MODERN TAUiING PICTURE SEIVVICE, INC.

DISTRIBUTORS AND EXHIBITORS OF COMMERCIAL FILMS

lO Uusiness Screen
 :

Dealer Relations a Vital

Problem of Defense Era

INDUSTRY TAKES ITS STORY TO THE PUBLIC. AIDS DEALERS AND SALESMEN WITH FILMS
# As AMERICAN l.NDLSTRY devotes previous ingredients. In some ca.ses charged with the responsibility of for those industries less aflfected by
an ever-increasing part of its pro- they are not. \nswers covering all sales must translate industry prob- defense shortages, film entertain-
ductive capacity to the task of pre- sides of this problem are going to lems into the terminology of pub- ment and screen advertising will
paring America's defense, the time- be needed by the retailer for the lic relations. They must redouble help make the sales which the ab-
worn phrase "business as usual benefit of the consumer; for the effortsin dealer education to de- sence of other media in these
has been shelved for the duration. salesman contacting retailers and velop and instruct his salesmen for swiftly-developed areas. The work-
Can industry shelve its dealers and jobbers. new responsibilities in service and ers like the movies.
salesmen, too? 3. Increased prices, lime de- maintenance. They must help him In a few years, perhaps less, the
The normal problems of to convince his customers of the
Thefoundation of successful lays, etc. phrase '"business as usual" will
everyday selling have been multi- value of substituted articles. .\nd. come
American merchandising has as its off the shelf again. Those who
plied a thousand-fold. Today's sales- finally, they must maintain the will exceed
cornerstone the humble retail deal- it with the greatest ef-
man must be a compounded version prestige and goodwill of their fectiveness and profit are the com-
er. Of equal importance in the
and of diplomat, engineer, and master parent organizations among cus- panies who are investing today
structure are the jobber dis-
appeaser. Strong doses of prayer tomers they are unable to supply against that inevitable future. The
tributor and cementing the relation-
and carefully-timed humor will for the time being. experiences of
ship on a nationwide basis are the \^ orld \^'ar I taught
untold thousands of hardworking have to be administered with a free Motion pictures and slidefilms are us that the sleeping hares who had
salesmen and sales executives whose hand in the dealer field. already playing an important role outdistanced the field woke up to
tireless efforts have for years past in this new program. \^ ith budgets find their markets and their dealers
Dealer's Vi'oES Are Multiplied necessarily curtailed for the pro- overtaken by the persistent, doughty
set the gauge of America's produc-
tive output. Today these forces These problems of the manufac- motion of business through mass tortoises who never conceded the

face the stiffest test of their exist- turer's sales organization are de- media of the press and radio, many race or lost faith.
ence as our Government and those rived from the manufacturer's pro- firms are undertaking a long-de-

of a dozen other nations recognized duction problems and directly re- layed program of consumer educa- Projectors in the Schools
by the Lend-Lease .\ct compete for lated are the multiplied individual tion. Films shown before adult
problems of the retailer himself. groups, at parent-teacher meetings
• Motion pictures have become
the output of practically every de-
and before similar audiences may
a potent dynamic factor in the field
fense industry. Dealing with the ultimate consumer
of education during recent years,
he must regard curtailed production be directed for long-range good-
The Problems of a Defense Era and in the present emergency their
as reduced sales; substitute mate- will purposes. Honest, straightfor-
functions in this field will doubt-
Today's selling strategy in some rials become a problem of customer ward narratives with no advertising
less growin importance, since it
lines of business is beginning to relations. .\nd, finally, the increased will help tomorrow's customers if
has beendemonstrated that they
consist of a diplomatic evasion of cost of turn-over through fewer they are provided for use on the
offer an efficient means of convey-
new orders. WTien the phrase '"busi- sales and higher original prices thousands of sound and silent pro-
ing ideas quickly to large groups
ness as usual "
disappears from the narrows his profit margin to a thin jectors now available in the schools.
of workers.
ken of the retailer and salesman, red line.
Thus,
What Else Can Films Do? In the survey just completed, 27,-
however, there is no defense con- multiplied by the thou-
place. \^'hat then sands of organizations and millions .\n established part of the dealer SXi high school and colleges were
tract to take its

of workers affected, a brief sum- education programs of industry for contacted, and replies were received
becomes of the sales organization?
Here are a few of the specific prob- mary of today's dilemna! In such many years, films are thus assigned from 17.500. or 62.9 percent. Of
organizations American industry their most important role. .\t least the 1.725 colleges contacted. 1,424.
lems it must contend w ith
has invested billions of dollars in one prominent automobile manufac- or 82.6 percent, made reply. Of
1. Curtailed production. The ra-
and parochial
training and advertising; behind turer will fill his dealer's salesroom the 2.935 private
tioning of basic metals and mate- high schools reached. 2.431 replied,
these dealers stand the thousands of with large audiences of friends and
rials has sharply reduced the num-
nationally known "brand" names neighbors attending showings of or 79.8 percent. Of the 23.617 pub-
ber of available units and the
covered, 14,725
that made possible our large-scale educational - entertainment reels lic high schools
problem is now one of supply rather
made returns, or 62.3 percent.
mass production industries without these coming winter evenings. The
than salesmanship, in many lines.
sacrificing the freedom and pros- agricultural implement manufac-
Substitute Even
materials. Significant Facts Developed
2.
perity that is the .American \^ay. turers, specialists in this type of
where a portion of the normal sup- The taxes that accrue from its audience in the rural field, will con- The present survey covers 12,443
ply is maintained, many prod-
earnings buy the oil that keeps the tinue to build sound customer rela- 16mm. motion-picture projectors
ucts aluminum, brass,
requiring lamps of Government burning. tions for their dealers throughout and 2,447 35mm. motion-picture
chromium, nickel and other de- the winter season. projectors which were reported as
fense - need metals are employing Take Care of the Future Now owned by colleges and high schools
One of the best uses of the film
substitutes. In some ca.ses these are X^'hile every efTorl is bent to keep medium is its use for immediate in the United States and its posses-
even more costly to the manufac- the wheels of industry turning out sales development in new areas of sions. Of the 12,443 16mm. projec-

turer and far more durable than the implements of defense, those defense production. Particularly (Continued on next page. Col. 4)

Number Seven 19 tl II
 tors. 6.059 are silent and 6.384 are
fi|ui|)peH for sound. Of the 2.447
M5nim. projectors. 1.624 are silent
and H2?i arc sound.
Of the total number of projectors
in the United Slates and its posses-
sions reported in the replies to the
questionnaires. 12.411 16mni. pro-
jectors and 2.426 35mm. projectors
are in colleges and high schools
located in Continental United
States. Of the 12.411 pro- 16mm.
jectors, 6.037 are silent and 6.374
sound. The 2.426 35mm. projec-
tors consist of 1,612 silent and 814
sound machines.
The survey shows that 4.182 si-
lent 35mm. film-strip projectors
and 143 35mm. sound film-strip
projectors are in use in the colleges
and high school of Continental
United Slates and 22 silent and 6
sound projectors in its Territories
and possessions.
According to the data presented.
9.690 high schools and colleges
failed to reply to the questionnaire.
It is reasonable to assume that
many of these have motion-picture
|)rojectors. It may be estimated
that from 15 20 percent of those
to
failing to reply have at least one
16mni. projector.
Of interest also is the fact that
7.526 schools state they have no
permanent motion-picture equip-
ment of any type. Certain of these,
however, indicate that they "can
borrow" or "rent" as many as
5.578 16mm. motion-picture pro-
jectors and 1.070 35mm. projectors
either from other schools or from
commercial distributors of such
ecpiipment. This group presents a
potential market for those engaged
in the distribution of educational
films and equipment.
Previols Comp.\rison ^'ith Survey
Four years ago a study was made
by the American Council on Edu-
cation and the U. S. Office of Edu-
cation, resulting in the publication
of a National Visual Education Di-
rectory which covered 9.000 school
systems in urban areas in the
United States. It was found that
in 1936 6.074 16nim. silent motion-
picture projectors and 458 16mm.
sound projectors were available,
while 3.230 35mm. silent motion-
picture projectors and 335 sound
projectors were in use. Also. 2.733
lilm-slrip projectors were available.
Since this survey was based upon
the number of school systems
rather than upon individual schools,
it is difficult to make comparison
uith the present study. The above
figures are cited merely for the
purpose of any comparison that
the reader mav desire to formulate
« ith respect to the progress and use
of motion pictures in American
school systems.

12 Bustne»» Serpen
• An old CHINESE PROVERB has it lar; and it gives an opportunity to

that one picture is worth a thou- cut undesirable parts before the
sand words. If this is true, and local showing.
Another
American advertisers have every
reason to believe it is. what must
The Latin- reveals a very
large, well-known firm
commendable effort
with films for our Latin neightors.
be the sales promotion value of one
400-foot reel of good sound pic-
tures showing your particular prod-
Americas It writes:
"^ e furnish our Latin American
uct? Here is your sales story pre- branches with 16mm. and 35mm.
sented without argument, cut and
spliced to add punch or eliminate Want Our films.

Cristobal.
The following branches have
16mm. equipment: Buenos
Havana. Mexico City.
Aires,
weakness, in excellent continuity,
Santiago and Sao Paulo. Mexico
and the highlights well-timed to
produce the most satisfactory im- Trade Films •^ity and Sao Paulo also have 35-

pression on your prospectlsl. mm. equipment. Consumer adver-

Could you present your sales story tising through motion picture
by Garcia shorts has been found to be not
as well?
Da/e Ingells generally practical in export ter-
A Latin- American Sirvev ritory-. On the other hand, the
Now. a great number of us in tlie
Export Adv. Mgr., Tractor Div., longer institutional films are well
United Stales accept trade films as AIMS Chalmers Mfg. Company
- received and many smaller theatres
more or less matter of fact. They BY SPECIAL PERMISSION OF are glad to run such films without
have had common domestic usage EXPORT TRADE S. SHIPPER cost. Equipment and films are
for years. Sales and educational loaned to the various dealers."
films are included in the annual
advertising budgets of a great ma- Definite S.ales Value Noted
jority of larger firms: long lists able. A majority also stated that are not quite as involved as for Here is ample evidence of film
of attractive titles are stocked by they could use 35mm. film for spe- straight Spanish
Portugueseor appreciation by one concern at
several agencies; and motion pic- cial announcements in their local sound. The real answer, however, least. It has been in export busi-
ture facilities are available through- theatres or for short trailers. About is a film cut. spliced, edited, and nes long enough to know whereof
out the country. But unfortunately. 70 percent preferred sound to si- produced in the proper language; it acts and it places definite sales
this is not true in Latin .American lent films and surprisingly another this cuts out all the hybrids, makes value on this type of promotion.
territories, with the possible excep- 70 percent were interested in bu)- the riglit kind of gesture, gets the Still another responsible concern

tions of larger cities. Because of ing a 16nim. projector at a reason- liest sales results, and is the goal states does not make films in
it

this motion picture situation to the able price. for which we are striving. eitherSpanish or Portuguese; it
south, a number of us would like Colored film, from the reports A
nonchalance on both sides, that merely provides its distributors
to have the current low-down about received, did not seem to have any is, United States and the repub-
in with a text outline of the contents
trade motion pictures in and for common usage except at local lics, has built up an acceptance of so that they can translate and use
these republics. theatres inthe .35mm. sound size. shorts for the silent and 8mm. size it as they see They say: fit.

Several months ago the writer About 70 percent were agreeable to pictures. Those rooting for these we have not been
"Generally,
decided to investigate the trade mo- silent film with plain, descriptive probably do so because of the han- very successful with the use of mo-
tion picture angle for the republics Spanish and a similar per-
titles diness. cheapness, and ease of op- tion pictures abroad, mainly be-
so he could set an intelligent course centage would accept English sound eration. But in the long run. these cause of the language problem,"
with this particular type of promo- film with Spanish titles across the small, silent pictures lose their However, this same concern in-
tion. Questionnaires, Spanishin foot of the frames. A good major- punch for advertising purposes and forms us that it has had great suc-
and in English, were mailed to our ity was interested in educational it is the opinion of themajority cess in England and her colonies
dealers and factory representatives: pictures descriptive of their prod- that they should not be encouraged which thus reduces its Latin .Amer-
contacts were made with the larger ucts but showed a definite leaning, except for amateur use or in special ican problem to the language factor.
firms United States which
in the of course, toward strictly sales pro- cases. An
unexpected utilization of pic-
would probably be using films in motional films. tures comes from one large, re-
The Larger Exporters
the republics: projector manufac- sponsible concern in the form of
Leaning Toward 16mm. Sound From large concerns in the
turers were asked to describe their United States come some very in-
slide films. This appears to revert
Deductions of the above indicate
experiences; and the Department of teresting comments. .\ll of them back to old methods but we are
a definite promiscuity in the terri-
State was requested to express its positive there must be some good
tories with both films and equip- reveal some fine originality in their
views. Thus, all together, the re- reasoning behind it. It says:
ment. Quite obviously, our camera efforts to promote the good use of
turns would cover the republics,
films in the republics. One of the "\^e might mention that we pro-
companies and exporters have been
exporting firms, our government, duce a number of slide films of a
overlooking several openings to most interesting procedures is dis-
and manufacturers of projectors promotional nature (for export),
make the situation belter than it is. closed in the following paragraph:
and films. designed for the education of our
Nevertheless, the information re- "The English version of the sub-
What the Survey Showed own dealer and sales organization.
ceived uncovers a determined lean- ject film isforwarded to our Latin
Sample films, record and copies of
Here are most of the findings ing toward sound, the 16mm. size. American office whore experienced
the script are sent to all our
gleaned from the information ac- and a willingness to cooperate if and qualified ofliee employees, with
branches. These films are shown to
cumulated: we will put forth more effort and the aid of a technician, make a
the branch organizations and in
More than 70 percent of those standardize our ei|uipments to some duplicate film with Spanish nar-
some cases translations are made
approached in the repulilics had no extent. ration."
from script copy and read as films
projectors and those that were in One very good "out."' at least a This seems to be a little apart
are shown."
possession of them usually had the temporary one. seems
be the to from general procedures. Naturally,
In general, the .American con-
16mm. silent type. About 60 per- general acceptance of Spanish or it calls for a well-organized branch
cerns writing were agreed that the
cent stated that they could rent Portuguese titles printed across the office and those concerns having
16mm. size was the best for export
projectors but those available foot of the frames on English one may well consider this method.
sales promotion. They also spoke
varied greatly between the 16mm. sound pictures. The Latin .Amer- It has three distinct advantages: it
highly of color films but thought
and the iiSmm. sizes, and between ican theatre public has been accus- eliminates the foreign language
these would come rather slowly for
silent and sound. The majority had tomed to this kind of a presenta- factor in the United States: it pro-
.\(; current and 110 voltage avail- tion for years and the mechanics vides local translation and vernacu- {Conlinued on next page)

Xumhvr Sei-vn l»tl 13

 (Continued from previous page) tion thus made to our national de-
export sales promotion use unless fense by these teaching aids cannot
a more energetic effort was spon- be underestimated. The fact that
sored in that field. Less than 50 nearly 8.(J00 graduates of these
percent of the factory representa- Civilian Pilot Training Schools had
tives carried projectors and a great volunteered and been accepted by
number of films were merely loaned the .Army and Navy air services up
to dealers. Considerable play was to June 1 is significant. CPT lliers
given to strictly institutional or are now going into the services at
educational films. few concerns A the rate of 200 per week.
said they would eventually supply The Business Screen survey
their branch offices with projectors. which was sent approximately
to
From the information received, 170 centers presented an excellent
there is ample indication
that our sample of opinion and analysis on
government, especially the Office of the effectiveness of the visual aid
the Co-ordinator of Inter-.4merican program. By a conservative projec-
Affairs and the Department of tion of the figures to additional
Slate, appreciate the worth of the users not reporting, it can be esti-
motion picture medium. The for- mated that more than
thousand five

mer included $900,000 in the mo- pilot training students have bene-
tion picture section of their 1941- The ground school class at Franklin & Marshall College (Lancaster. Pa.) studies a fited by these modern visual leach-

42 budget. In its own words, it

scene from the Pilot Training Kit-Sets in the school's Aeronautical Laboratory, ing aids.
(Photographer; Warren Wade)
states appropriation would be
this
for: '"Stimulation and execution of Present Sonotone Picture
projects employing the cinema, in-
cluding the production and distri- Slidefilms Train Pilots * Contrary to earlier and errone-
bution of educational and informa-
Part Two of a National Survey Conducted by Business Screen ous reports, distribution of the un-
tional films; stimulation of ex-
usual film production R called to
changes of more and better news- • As A SEQUEL to the exhaustive Navigation Aids, and Po'u\'r Plants. Life, recently sponsored by the
reels,and provision of projection nationwide survey of Civilian Pilot with Civil .4ir Regulations another Sonotone Corporation, has been re-
equipment to United States diplo- Training Schools utilizing modern general favorite. leased to the Motion Picture Bureau
matic mis.sions in the other Amer- visual aids which appeared in the
Time Saved: Lear.ning Speeded of the YMCA for national dis-
ican republics." last issue of Busi.ness Screen, it
tribution.
The films made available as a can now be reported that a total of Most important of the results
were those attained the saving
The picture, which deals with
result of this program would be fifty-seven schools comprising en- in
of the learning time and in assur- problems of faulty hearing and the
offered to schools, universities, cul- rollment of 2.67.3 students were
ing the student's grasp of the sub- application of modern scientific
tural institutions, and other groups benefited by the use of a slidefilm
jects. In the previous report a suc- aids, was produced by B. K. Blake.
and organizations in the republics. training program.
cessful comparative test of non-user Inc., for this well-known manufac-
All this constitutes a very com- A total of 3.226 students were
slidefilm taught turer of electrical hearing aids. In
mendable step in developing better vs. classes was
reported as having been aided by
reported by the CPT Coordi- the film, the spectator is enabled
understandings w-ith the republics this medium during the past year.
but we are somewhat in the dark as nator Sacramento Junior Col-
at to hear how speech and music sound
Among the schools reporting in
a person with a certain type of
to what trade will play in this ef- lege. Sacramento, California. In to
the closing phase of the survey
fort. For trade promotion pur- the final reports, six schools were deafness. Information concerning
were Colgate University of Ham-
poses and for faster development unanimous in affirming that the reservations for a free showing of
ilton. New York. Brownsville
of export business with our Latin films had helped the teacher and a the picture can be made througli
(Texas Junior College, Lake For-
I

neighbors, there appears to be too majority conceded that they helped Motion Picture Bureau branches in
est (Illinois! College, the Frank
big a void between our manufac- \^ iggins Evening Trade School in
speed learning. New York City, Chicago, Dallas or
turers and the government depart- Los Angeles. \^ right Junior College The importance of the contribu- San Francisco.
ments. of Chicago and the Gambo Flying
.4 Practical Suggestion Service in far-off Honolulu. Hawaii.
Perhaps some practical arrange-
ment could be worked out whereby
Find Material Most Helpful ANNOUNCING A SPECIAL EDITION
American export concerns could se-
The schools surveyed were those
which had purchased complete kit-
ON FILMS FOR DEFENSE TRAINING
cure an expedient service for sound-
sets consisting of 2-1' reading (silent Including ihe foUoiving special features and arficles:
tracking films in Spanish or Portu-
guese in co-operation with the for-
with titles) slidefilms produced by 1. VOCATIONAL TRAINING FILMS OF U. S. OFFICE OF EDU-
the Jam Handy Organization. Com- CATION: Pjge-lenglh summaries of 40 subjects on machine shop
eign service; perhaps, as well, an instructional topics: pictorial review of scenes; methods of use. etc.
ments were, on the whole, enthu-
arrangement could be made where- 2. FILMS IN THE MACHINE TOOL INDUSTRY: A complete sur-
Instructor F. H. Christensen
-siastic.
vey of motion pictures and slidefilms produced by machine
available
by trade promotional films could all

at the \^ iggins Trade School found tool manufacturers and affiliated fields. Distribution sources, fees, etc,
be deposited in our foreign service
offices, projectors made available.
that "one lecture with the use of 3. INDUSTRIAL OPERATION ANALYSIS UlTH FILMS: Time
slidefilms is better than three with- and motion study through pictures discussed by the most eminent mod-
and both loaned to dealers, reliable ern authorities in this field. Cost analysis, etc.
organizations, or factory represen-
out." Other comments ranged from
4. TRENDS IN INDUSTRIAL FILM PRODUCTION: Use of pic-
tatives as necessary. Such an ar- "useful and time-saving" to ""have tures in safety education, thrift, nutrition, industrial relations.

rangement would also make our found slidefilms of great benefit

5. EQUIPMENT « ACCESSORIES REVIEW: Tables and charts on
in illustrating difficult material." best use of motion and slidefilm equipment industrial plant theatres,
own films available to the foreign ;

complete index to all available equipment.

officers. would, in addition, have
It Titles included in this series in-
the advantage of placing small ex- cluded Meteorology, Civil Air Reg- To be published after October \5th by
porters on an even basis with their ulations, Theory of Flight, The .4ir
larger and
ciates, as far as film
better-financfd
promotion
asso-
is
Ocean, If ing Forces, etc. The sub-
jects found most helpful (and listed ^iS 1 ail 3^ ^^ 11
concerned. in that order were Meteorology.
I

i4 Butiineiia Screen
 i
^•.

PKIOlUi IKS & THE SCKIilEX

—BY ARNOLD KRUCKMAN. WASHINGTON CORRESPONDENT.

^ Like every other industry of the United

BUSINESS SCREEN—

materials. These things are needed for military

LL.
^hW
States, those

the operation of Priorities.

which serve
screen will sharply feel with increasing impact
the

All interests of
business

all
and lend-lease purposes. Mostly, they are scant.
Always the military lend-lease clients have first
call. If anything is left over, it is rationed
I
the people of the nation will focus vitally on among the civilians. That is where the second
this subject. It will indubitably be the chief idea comes in. Civilian rationing is planned and

issue of public and private discussions. The directed by what used to be called OPACS. The
solution of the Priorities problem means life or new agency is known as Civilian Supply. It is

death for at least a third of America's indus- governed by Leon Henderson. It also involves

and it means employment or unemploy-

tries, price-fixing, when price-fixing becomes legal.

ment for approximately as many persons as were Let us first consider the Priorities in the
unemployed in the depression period. It is esti- military lend-lease sense. Motion picture projec-

mated Priorities may paralyze over 50 cities tors have been placed on the Critical List. That
which depend upon one main industry, and means, obviously, the Army, Navy, and other
affect from two to three times more which have Federal agencies intimately allied with the mili-
industries that are allied to the primary indus- tary services, and the lend-lease countries, ha\'e

tries. The problem which must be solved is first call on the projectors produced in the
how to create the essential Defense machine, United States. What does that mean in every-
and at the same time preserve the national day terms? It means whenever any of these
economy. It is obvious the strangulation of groups want projectors they issue a RATING.
one-third of the national economy will do some- The Priority Rating is made concrete by the
thing injurious to the whole economic organism issue of a Certificate. This certificate bears the

of the nation. Elemental reflection inevitably rating which is evidenced by a combination of

will suggest innumerable results that will flow lettersand numbers. The highest is AA. The
from this potential situation. lowest, in military ratings, is A- 10. When
some Army group, or Navy group, or some
Clarification for Business Is Essential
other group in the military Priorities, want pro-
Frank discussion of this problem, especially as jectors the Contracting Officer issues a requisi-

it applies to the business screen industries, may tion with the Certificate. The more urgent the
not be called subversive, by the widest stretch need for delivery, the higher the rating. Some

of the imagination. Clarification is necessary to certificates issued for projectors may have been
enable the man in business to understand what as high as A-1, others as low as A-10.
he must do. Priorities simply is rationing. The
The Procedure for Raw Materials
need for industrial rationing originates in the
tack of sufficient materials, raw and processed,
Now suppose you need raw materials to make
the parts that go into the projector. Or, let us
to meet the abnormal demand of Defense and
assume, you want to purchase the parts from
the normal demands of ordinary civilian life.

present Priorities philosophy based on your manufacturer. Most of these parts are
The is
made of aluminum, copper, steel, zinc, rubber:
the asumption that our Defense is just as inti-

mately real in Britain, China, Russia, Africa, or you need an optical lense. Your order comes
India, Dutch East Indies,South America, and from the military or lend-lease clients. Natur-

phantom Governments of ally, all these materials being scarce, you need
in supporting the
a Priority Rating Certificate. The proceeding is
Poland, Greece, Yugoslavia, and others, as it is

in our own camps, cantonments, munition virtually the same as the proceeding already de-

plants, battleships, and other channels of De- scribed. The Rating depends upon the urgency

now of the order, and the scarcity of the material.

fense. Under Priorities as organized the
food needs, financial needs, and need for muni- You present your Certificate with the order you

tions and other materials, of the anti-Axis give to your processor-manufacturer, and he
presents a similar order and certificate to the
peoples abroad, comes before our civilian needs.
In effect we are inevitably supporting a large
supplier of raw materials. If two or more orders
part of the world, by subtracting what we give have the same rating for the same type of thing,
the rating that was issued first gets the bacon.
from our normal life.
If both certificates cover materials to be deliv-
The operation of Priorities is founded on t\%'o
ered on the same date, were issued on the same
main ideas. The first stems from military and
date, the Contracting Officer must decide which
lend-lease requirements. They are listed on two
order is to be delivered first. If he declines, the
schedules. The Strategic List contains chiefly
business man must appeal for a decision to the
the materials which we obtain almost wholly
from abroad. Those materials actually or
(Right) Scenes from the new Goodyear Tire ft Rub-
theoretically are so scarce that they have virtu- ber Company sound motion picture "Golden Valley"
film narrative (produced by Wilding) of the Com-
ally been withdrawn from civilian life. The pany's engineering achievement in building over-
land conveyer system for construction of the Shasta
Critical List roughly numbers 300 articles and Dam in California.

Xumher Herpn ItHI

 Army-Navy Priority Board —three officers, in name of the official is in doubt. They are hav- every walk of life, through every agency of the
Washington. The ruling of the Board is final. ing one of their fortnightly shifts. At any rate, Government that has widely scattered points of
No Priority transaction is easy. It is "all the official of the moment and his associates contact. This barrage of films is to start very
bound round with woolen string," and you
a would sit down with you and hold a hearing. soon. It is doubtful if the Government people
have to run from pillar to post, and from hither You produce the evidence and the argimients realize that there will be a scarcity of projec-
to yon. The military Priority, however, is to support your claim for preferential rating. tors in many localities. The business screen in-
comparatively simple, and you can usually In due time OPACS would recommend to dustry can render a very definite and urgent
transact your business with the Contracting Priorities in OPM that you and others in the service by providing the Government people
Officer in the field who is near you. The real industry should be given certain quantities of with accurate information. It will logically fol-
trouble begins when you try to secure a Priority material. They call this process assignment of low that the government agencies which want
Rating for something that is useful in the gen- Allocations. It is not mandatory that Priorities to attain the widest possible circulation of non-
eral Defense scheme, but is used in civilian accept this recommendation; but it invariably amusement films through non-theatrical chan-
operations. That is when you get into the B does. The theory is that your Allocations are nels will cooperate in securing for the industry
Ratings, and that is when you start the struggle effective after military and lend-lease needs have the materials it needs to provide the equipment
ivith Form PD-1 and all its PD brothers, sisters, been served. Actually, sometimes, civilian needs, that may be There is every reason to
lacking.
cousins, and far remoter relatives. especially if they are as obviously essential as assume that the business screen industry has
projectors for Defense training, receive A immediately before it an opportunity for ex-
Ratings B to D Also for Defense ratings, and thus get within the money, as it pansion comparable to the vast field touched by
The B Ratings are given for those things that were. A recent ruling in favor of the radio in- the radio. And it will be giving an extra-
aid in Defense, but are used by civilians. The C dustry is Radio obviously is
a case in point. ordinary service to the nation while serving its
Ratings also are for Defense, but are less imme- extremely Government. Radio
useful to the own legitimate aspirations.
diate in the relationship. The D Ratings co\'er stations broadcast almost anything any Govern-

needs of civilians in relation to Defense. If that ment agency wishes to say. Without radio sta- United Action to Get Results
explanation is vague take it this way: they give tions, and without radio receiving sets, the many There is little difference between Government
a D rating to a thing that will maintain the Government agencies would be hard put to get and other human institutions. You help Gov-
morale of civilians. In essence it enables you to their messages into the nation's homes. OPACS ernment and Government will reasonably help
get what you want before the rest of the civil therefore did the natural thing when it recom- you. And if you approach Government as a
population can get what is left if anything is — mended to Priorities that it should allocate unified industry, organized, with responsible
left —without rationing schedules. Whatever metals for the manufacture of "replacement spokesmen, and with adequate data, you will
you want, not needed directly for military or tubes and condensers to keep in operation the find that you will receive more attention than
lend-lease purposes, is rated B and downward. bulk of the 50,000,000 radio sets in the United ifyou come as single individuals. It is the old
Obviously, the needs are usually for raw mate- States." It was ordered that the highest civilian school-book story of the bundle of sticks. Single,
rials or basic things. To get these ratings you rating be allocated radio tube manufacturers. they were simply sticks, easily broken; in a
must apply to Washington. You can obtain in- Equipment bundle, bound together, they could not be
Essential to Government Too
formation about and you can obtain
details, broken and they made their way. It is your
By parallel reasoning, the business screen in-
blanks and printed directions by applying to Government, after all; and as something in
dustry should not have difficulty in securing
any Federal Reserve Bank or any Federal Re- which you are a substantial stockholder, an
proper allocation of aluminum, copper, steel,
serve branch bank. OPM, OP ACS, OEM, and owner, which you supply with funds, you are
zinc, rubber, lenses, and any other materials or
SPAB, sometimes have agents in the banks. entitled to full consideration. You Gov-
But even if there is no representative, some
products it needs. A heart to heart talk with are the
ernment, and when you come to Washington,
the proper people in OPACS should produce
official of the bank is able to give you all the you are moving into your own house. You do
results. Like the radio system, the Defense
necessary information. The Form PD-1 may be not come as a suppliant for favors., but you come
agencies of the Government plan to make tre-
filed in person or by mail with the Priority as an owner to exercise your rights. Congress
mendous use of the motion picture and the
Division of OPM, Mails and Files Section, 462 is your board of directors, and the rest of them
slidefilm to explain the Defense program with
Indiana Ave., Washington, D. C. They tell you are the men and women employed
to run your
non-amusement films. After reading an article
in Washington there making
is no point in business. When
Congress unmistakably knows
last month in Business Screen Magazine, Robert
your filing in person, it gets just the same treat- what you want, and you make it unmistakably
Horton, Director of Information and Publicity
ment when it comes in by mail. Every applica- Congress will see that you get it. If there
clear.
for OPM, came to the conclusion that the
tion is checked and recorded and routed to the isenough metal to provide Government agencies
enormous latent resources of Government
various sections which handle the commodity with aluminum chairs and aluminum steps,
should be used to reach the people. Films now
involved. If your application is for a variety there obviously should be enough aluminum to
in process of assembly are to be used to get into
of finished parts, go to the
it will most likely provide metal for your real needs. It is quite
the consciousness ot people everywhere, in
sections that function on aluminum, copper, probable there no waste; but it is just
is as
steel, zinc, rubber, etc. It all takes time. Films' new defense role in training shown by Burton probable there some absence of economic
is or-
Holmes crew on location at South Bend Lathe Works.
Cheer up, however, there is an out, for civil- ganization. Congress discovered that salient
ians. It is the specific business of Leon Hender- fact in digging into the gasoline and fuel situa-
son's OPACS to get a break for the civilian tion. It found there was no justification for a
needs. Let us say you have an order for pro- shortage in the East. Even after the tankers
jectors to be supplied to schools and factories were gi\en away, there were enough tank cars
that show the new Office of Education voca- to bring the oil across the continent. There
tional training films, recently produced by Floyde simply had not been economic organization. But
E. Brooker and his associates. Up to the moment there had been scarcity that might have made
of this Hriting, Office of Education needs do
the War seem nearer than it was, at the
not come under military ratings. They would moment. If there is more aluminum that should
come under some of the B ratings. You would be available. Congress will unquestionably find
therefore go to OPACS and find the official
it out. It is really just as much interested as you
who has charge of the general classification you are Con-
are. If indifferent, you will find
which includes projectors. At the moment, the gress indifferent. Are you indifferent?

le nusinfiis SorefH
The Use of Motion Pictures
in Reporting to Citizens
•k by David G. Roylands *
Collector & Ailminislrulive Assl.. Dvitrirrs Crovr. Illinni.s
porting in this study have made more than one city government operates. The average number zations. Boston's public safety film was shown
copy of their films and in some instances these of people (omitting figures for Detroit I see- in the local movie houses. Chicago's Park Dis-
are available for loan to officials in other cities. ing the municipal movie in 26 cities was about trict films. Fun on the Lake Front. Fun for All,
Titles of the films apparently were selected S3.000. It is estimated by Detroit officials that and Baseball were u.sed at ditferent intervals
with an eye for publicity. Cleveland's movie attendance at showings of their movie totals as "fill-ins" in local movie houses, Austin's
was Housekeeper to 900.000 People:
called seven million. Local attendance in six other 16mm. film has been shown in local theatres.
Portland. Oregon, Your City Government in cities had exceeded the 100.000 mark, in two but most films shown in theatres are .!5mm.
Action: Denvers. Romance of JTater: and East cities the attendance was from 50.000 to 100.000. The officials of most of the .34 cities believe that
Orange's, A Day uith Friends in the Health and from 20.000 to 50.000.
in eight cities the municipal movies has been instrumental in
Department. The number of people who have seen the stimulating thinking on local affairs. In Schenec-
.AlDIENCES FOR THE FiLM PROGRAM municipal movies in movie houses depends to tady the sewage treatment film prompted school
Municipal movies have been shown before some extent on the type of movie and the num- classes to inspect the plant annually; the Sacra-
widely diversified groups such as educational ber of films available. Pasadena has nine dif- mento water department movie served to create
organizations, conventions, service clubs, com- ferent each of which is complete in
pictures, publicity for a much needed filtration plant;
munity clubs, employee organizations, churches, itself. Portland. Oregon, has four two gen- — health and department activities "are now
fire

in motion picture houses, and before other types eral, one each on recreation and fire. Sacramento more generally appreciated" as a result of the
of audiences. Cities with attractive and enter- has one each for water, planning, and recreation East Orange films, and the Springfield film dem-
taining films have had to require that bookings departments. Tacoma has a film on its elec- onstrated why additional expenditures were nec-
be made some months in advance. tric power, and water departments.
light, essary during the flood crisis. Officials of only
Over 100.000 people saw Portland's first Wichita produced three films covering the soft- three cities were not convinced that movies are
film. Your City Government in Action, and at water project, parks and playgrounds, and the an effective medium of reporting municipal
the present time the new movie. Municipal Serv- municipal airport. services to the people.
ice, is shown in the city three times a week. The Atlanta's 35mm. film. The City of Atlanta Many annually borrow special safety,
cities

municipal films of .Atlanta, Louisville, and at Work, which is 20 minutes in length, was recreation and health films. Safety films in-
W ichita met w ith instant and continued success. substituted for shorts in the local cinema houses, cluded pictures on fire prevention work, traffic
and according to local officials were definitelv and was later reduced to the 16mm. size for control, and police department w ork. Three cities
of value in disclosing to the people how their showing before lodges, clubs, and civic organi- borrowed films made by other municipalities:
Milwaukee used the Detroit film. Topeka gave
showings of the Louisville film, and St. Paul
used the Portland film.
SYMBOLS EXPLAIN OPTICAL EFFECTS The Vocabulary of Film Production:
Courtesy Audio Productions, inc.. N. Y.
General Suggestions
Somesuggestions based on the experience
of few cities that have made movies of
the
municipal activities may be of interest to other
cities that plan to use this method of reporting,
1. The "shooting" of a municipal film is
not an easy task. If it is to attract and hold
interest, careful consideration must be given
to the scene, to the actors, angle of vision,
lighting effects, speed of movements, and sound
effects, because the film must compete with com-
mercial films. For this reason it may be desir-
able to use professional photographers or at
least some one with experience in taking motion
pictures. The municipal film should do more
than merely entertain the audience: it should
stimulate further thinking and encourage analy-
sis of various local needs.

2. The subject matter to be photographed

should be carefully determined in advance in
order that the film may tell a story and to
avoid having a series of unrelated pictures. Pic-
tures or shots of municipal officials should be
omitted. Titles should be carefully written to
give continuity to the sequence of pictures and
to help tell the story. The filming should be
fitted to the situation being covered.
3. The effectiveness of the shots taken de-
pends largely upon the techniques used. For
example, when should a medium shot rather
than a long shot be taken? \^ill a certain
scene be more forceful as a closeup? How can
moving shots be taken without creating a sense
of confusion and adding to the difficultv of
editing the picture? \^ill a scene which grad-
ually merges into the next picture appearing
on the screen increase or decrease the con-
tinuity element in the film? \^lien should shots
be taken from a lower or a higher angle? A
person experienced in making films will be
better prepared than an amateur to answer
these questions.

{Continued on Page 34, Column 2)

Ma Busineati Sereen
 • (loNCEIN EO TWO \ KAKS Al.o as portunity lo test yourself and
a theatrical eiilerlaiiimenl feature, NEW TESTING TECHNIQUE AIDS compete with your neiplibor.
a new game of ohservatioii testing!, Look at the follotvinp scene care-
known as ()l>servo. is now offered
fiusiness men as a technical aid
USE OF FILMS FOR TRAINING fully, listen lo every word that
to
(Above) An Eastern army post contingent is typical of the recent audiences at-
is said and test your powers of
to definsi'-liorn or defense-expand- tending "observation testing" shows utilizing the "Minute Mysteries" or "Observe" observation and memory. Jf at^:h
technique developed by Roy Post and Austin Ripley. Score board and other para-
ed film training programs. Origina- phenalia are shown: the screen subjects are usually of a general nature rather than carefully, listen closely. Here
the military subject shown in fascimile before the audience above.
tors of the game claim for it the
we go."
following advantages: dence of numerous pretestings,
You have been making sewing ma- to
1. It insures undivided concen- chines; now. on an almost over- be highly n.seful to industrial film KlI.MS Koi.l.OWEIl BY Ql ERV
tration of the audience on the
night schedule of "hurry-up." \on users. The short introductory film strip
screen's message.
must begin to make guns. Your is then shown, followed by the il-
2. It insures maximum retention The Method ok Prepahation
workers have new tools to become lustrative sample questions.
of that message by every Preparation for an Observo show-
accustomed to. new production
member of the audience ing of any training film involves a Thus the game is graphically ex-
schedules lo learn, new standards
plained and. more important, the
I 3.
group.
It creates an incentive for
to meet.
private prevue
fifteen (juestions
in which a set
covering the film's
of
audience is placed in an attitude of
every member of the audience Aids Indistrim. Tkmm-ng high points is worked out by the complete concentration on the

to try to do better next time Or. in cooperating with the de- testers. These questions, as the tech- screen. Showing of the training
in retaining that message. fense program, you have employed nique has been used in all tests to film it.self follows a second explan-
For business generally whatever — a thousand new lathe-men and are date, must be so phrased as to re- atory trailer. Directly after the
its present usages of commercial asking them to work at high speed quire a simple "^es" or ".No" ans- .showing, the fifteen prepared ques-
films —
vast tasks of training and with unfamiliar machines. Your wer. .Answers are sealed until the tions are asked (either orally or
retraining both mechanical and immediate need for an effective, night of the showing. .A few illus- from the screen I and answers indi-
sales workers are ahead. .As a busi- ipiick-action program of safely- trative sample questiiuis based on cated individually by the audience
ness man you may be faced well training is obvious. a short strip of film, randomly se- on specially - devi.sed score - cards.
now with one of the following situ- In each of these situations — and lecti'd. are also worked out.
Collection of these cards, public
ations: in numerous others reipiiring that The showing begins with a hun- opening of the sealed answer-bag.
You and your busine.ss may have specific be imparted (piickly
facts dred-foot trailer reading thus:
and discovery of the high-score man
been drafted for production ser- and permanently to groups of men "How good are your powers
vices lo the nation's armed forces. — Observe promises, on the evi- of observation? Here is your op- (Continued on Page 21. Col. 1 I

Number Seven 19 n MB
A SAGA OF PUBLISHING IN PICTURES
Tlu' story magazine piihlication. from tlu- editor's iltsiv lo the
of
ultimate reader's purchase at the newsstand is graphically told in this
pictorial review of the new Castle-produced sound motion picture.
T/ir Milking i/j Mapizine. sponsored by the C. T. Dearing Printing
II

Company, widely known magazine publishing house. Added se-

(]uences in color show the production of color forms and its use in
advertising: publishers, advertisers and agencies should particularly
see this striking demonstration of the power of film promotion.

r "-.—j| --.—.^
 —

iConlinued from Pagr 181 swell job of scoring." he explained.

complete the program. Time re-

The last few hours will be de-
voted to two commercial pictures,
quired, exclusive of the film sallow-
some main titles for Audio to be
ing: 16-18 minutes.
inception in used for their commercial r>ictures
Since its 19.'?9. Oli-
servo has been played by audiences
and some music for his "library."
In all over 14.000 feet of music
from Maine to Florida, ranging in
would be recorded, and the payroll
size from 1.5 to 4.000 persons and
of his orchestra including compos-
totalling more than one-half mil-
Retesling ers, arrangers an<l extractors would
lion people. results in
experiments involving groups of be over three thousand dollars.
students indicate ipiile remarkable Upon learning that our interest
was confined to the commercial
increases in retention of film con-
lent when Ubservo is used. In one
such instance, on the basis of a re-
testing one week after the film
showing, retention was shown to be
900% better for the group using
Observe than for a control group
which simply "discussed" the film
after the .showing. In another case,
retesting after a lapse of one month
revealed an average test accuracy
(Above) Conductor Jack Shaindlin leads the studio
of 71% for the group using Ob- orchestra in a recording session: (right) sound effects
servo while 63% of the control assistants at work to supplement muric background.

group turned in blank test papers.

Army Tests Techmqi

Though this
volve industrial training films,
testing did
k

not in-
such
MUSIC ON FILM
results do have definite significance • \^mT no I'RDDl ci^KS of com-
mercial pictures do when the bud-
for business
training purposes.
in this
men who

connection
It

to
use films for
is interesting
note recent
get reads "Music —
S75.00"? We
can hardly visualize using a twenty-
f^
lime was for Universal Newsreel field, he complained that producers
new five piece orchestra in addition to the musical director was Jack are getting such a satisfactory job
U. S. army interest in the that

training aid as evidenced by its use a com|)oser and orchestrator as it is

Shaindlin. who works so fast that with his "library" .sound track that
in demonstrations at Fort Myer and well known that the days of he uses two orchestras for one da\ *s they are reluctant to spend money
Camp Lee in \ irginia. Fort Mon- "coolie" wages for musicians and recording. for a "live" score. Further ques-
mouth in New Jersey and Camp composers are gone, and to get a tioning brought the following in-
The IUm) Pi.\^ ed O.V
Holabird in Maryland. According suitable score for a picture the pro- formation: .Musical selections re-
ducer must make the cost of music Just then the conductor rapped corded on film are rented out at
to Roy Post, co-originator with
an important item in his budget. sharply on the music stand, the ten lo twent\-five dollars a number
.Austin Ripley of Observo. the
noise subsided and he announced. depending on the nature of the
"game" is now being used at the
Recording at Eastern Service "The next reel will start with 'Oi- composition and the length of the
army's film training division in the
Nevertheless countless commer- sis No. 1." ,A momentary ruffling of
Munitions Building in Washington. number. .A complete reel is scored
cial motion pictures are produced music paper, several questions and for sixty to one-hundred dollars,
Experimental audience groups
yearly and invariably the music fits finally the cry "Roll em." The depending on the amount of work
used during the past two years have
the action. Having decided to clear doors were locked, signal lights involved. Musical selections in
included lawyers, students, teachers,
up the situation once and for all. flickered and they were off. The many were composed
prisoners, wealthy and poor, mem- libraries fif-
we journeyed over to Eastern Ser- orcliestra played continuously for teen to tweny-five years ago anil
liers of white, black and yellow
vice Studios in .Astoria and found ten minutes with just a long enough many of them before 1900.
races. Types of films used have in-
ourselves on the outside ol a door pause between numliers to idenlif\'
cluded training, educational, docu- Ml sir Never Pibi.ished
marked "Stage .A."The sounds of ihe selections.
mentary, religious and sales films.
musical instruments tuning u|i came We walk(^d over and introduced He explained that the oldest
The device may be used equally
through the door and as we enter- ourselves to Mr. Shaindlin as he number in his library is not more
well with any size or type of film
ed the room the sight of an orches- was dismissing the orchestra for than three years old and new inim-
and with sound or silent, movie or
tra of about twenty pieces greeted their lunclieon period. He turned bers are constantly added. Another
slide-film equipment.
of the our eM-s. A tall dark man with a out to be a young man of about .32 important factor is that the music
Sale rights for the use
stop watch in one hand and a baton who spoke with a slight foreign ac- was never published and hasn't been
technique have been turned over In
in the other was standing on the cent and resembled Misha Auer. "kicked around." Among his re-
Jack Haley and a newly-organized
podium, gazing intently at the watch Writes an Original Score cent live recordings for non-theatri-
firm known as Ciine Mysteries. Inc..
as if doubting its accuracy. Nearby cal films were complete scores for
holds world-w ide distribution rights. Several minutes later while
a propertv man labored over some a Sonotone hearing device film
munching on a sandwich he Mdun-
strange looking sound-effect gadget I A. B. K. Blake production). Bor-
Soldiers put question score cards in Uered the following information:
special containers after the showing. den milk film, a film for the cotton
which had decided to "play dead" During the last four hours he had
and studio industry, and numerous others.
for the moment, the
recorded mu.sie for seven shorts -

Shaindlin is very proud of the fact

technicians were making last min-
ute adjustments. We found seals
near the door and inquired as to
what was happening at the moment.
We learned that the orchestra had
been there four hours and was ex-
pected to stay another three that
five for Universal and two for Co-
that one of his scores for a Na-
lumbia and some new mu.sie for
tional Defense film will soon l>o
Universal newsreel. After lunch he
plaved in concert form over a coast
would record two pictures for Na-
l(. coast liook-up.
tional Defense, one entitled Alumi-
num and the other liombrr. "("arl Editor's Sole: Personality sketclics
— Sandburg is doing the narration for of the men who make our films are

the music being recorded at the Hombcr and I'm Irving lo do a welcomed; send in vour nomination.

Sumher Seren 1911 21

raUR TELEPHONE VOICE
\GOOD.

THE LATEST A. T. & T. SOUND MOTION picture THE INDLSTRIAL STORY BEHIND YOUR TELE- TELEPHONE'S SOUND MOTION PICTURE
"A New Voice for Mr. X '
presents the case for tele- PHONE IS Illustrated in this scene from "Coaxial", "Long Distance' an operator is shown consultino a
phone courtesy. Discourteous treatment means dis- showing the coaxial cable twisting machine at the rotary file the special routing
at board in the Long
satisfied customers as the film ably shows. Western Electric Point Breeze plant. Distance Build. ng. (Mew York City.

^^y
tween the lathe centers. It teaches ginia which is distributing the film
many of the basic procedures en- U.S. RUBBER PRESENTS UUAL SHUW III \ irgiiiia schools.

countered in all lathe work. Among Loucks and Norling Studios pro-
these are blueprint reading, meas- duce<l bothAmerica liuilds for To-
• Utilizing a novel and power- dealers and salespeople were over-
uring with calipers and microm- morrow and the three-dimensional
ful combination of visual media, looking the part Keds are playing
eters, locating and drilling center the Footwear Division of the in day America's outdoor
present
holes, proper selection of cutting United Slates Rubber Company life and love of sports. The mo-
tools, rough turning and finish
turning of the work piece.
during the month of July held its tion picture. America liuilils for NEWARK NEWS-REEL
regional sales meetings at Chicago Tomorrow, develops this theme. It W illi the production of Behind
These films have been especially and at Del Monte, California. The explains the functional benefits of llie a motion picture de-
lleuJIiiies.
produced to speed up the training combination consisted of 20 three- these shoes which have served Am- .scribingbow a newspaper is made,
of lathe operators for defense indus- dimensional slides in full color and erica's footwear requirements in
the Newark Eiening .\etcs recently
tries. Ba.sed upon the book "'How to a Kodachrome motion picture, sports and leisure for the past 2(>
joined the swelling ranks of impor-
Run a Lathe" (1.700.000 copies of America Builils for Tomorrow. vears. .America, now. if at any lime tant newspapers using commercial
which have been jirinted). a proven These regional meetings were for must strive to be a healthy nation; films in their promotional activities.
procedure of instruction has been it must keep fit.
the purpose of introducing to dis- The new film is a 26-minule, three-
recorded for visual education. trict managers and their salesmen The main idea of the picture is reel production dealing first with
Sound, color and photography have the 1942 line of Keds shoe. As presented in a constructive vein; it the organization of newsgathering
been combined under the direction themeetings were quite large the points out that despite teitiporary and the mechanics of newspaper
of expert machinists and experi- Company decided to dramatize its set-backs, war and defense efforts. production; then dramatically illus-
enced educators to provide a most presentation of each new style with America is building to a better and trating the synchronized use of both
effective instructional medium. a three-dimensional slide projected healthier life. in the handling of a major news
Both films are of the 16mm size on a large screen, thus enabling Each district office of the Foot- story.

with sound track, and each is ap- even men in the last row to see wear Division has been supplied Current showings are before
proximately 800 feet in length. clearly each shoe as it was intro- with a print of the picture. Show- school groups, business groups and
Showing time of either is about duced, which not only served to ings will be made to dealers and social clubs in the New York-New
20 minutes. Complete information glorify the shoe itself, but also their salesmen. It will also be Jersey area. Further Fall show-
on securing the use of these films permitted the company to introduce available to retailers for consumer ings are also planned. The news-
can be had by writing to South each new shoe simultaneously to showings. Its educational value has paper's own staff was called on for
Bend Lathe Works, 426 East Madi- each member of the large gathering. been approved by the Department a major share of production work.
son Avenue, South Bend. Indiana. It had been felt that perhaps of Education of the State of Vir- thus keeping costs at a minimum.

* , Superiority

r>c^ ^^^^^ys rcauy

^ Professional
oTHE^

,^H FEAT"^^ REGARDLESS

cH.ougHouttHe ,

D- tnbutor.
ANIM ATOPHONE
%? SOUND MOTION
riCTUDE PKOJECTOR
<a

Xumbpr Seven 1911 as

 • No — no one can prove with of which means that Television has

mathematical precision the old been authorized to start selling its

Chinese proverb that "one picture programs to sponsors. And experts

is worth ten thousand words." But have long agreed that when this

probably one of the next best bets lakes place, Television's magic
along this line is the experience of a should begin to reach out into an
modern, industrial training pro- increasing number of homes.
gram known as DeForest's Training An important aid to Television's
— an organization that has long progress is the recent advent of
been using motion pictures to help Frequency Modulation in the Ra-
train young men and get them dio world. Frequency Modula-
started in such highly technical tion's pure tone is ideal for pro-
fields as Radio. Sound and Sound viding the sound accompaniment
Motion Pictures. for today's clear, flickerless Tele-

reason for the success and

One vision pictures.
effectiveness of DeForest's Train- Color Television Developed
ing, year after year, is frankly at-
Another helpful development is
tributed to this "visual training"
Visual training via motion pictures is an exclusive DeForest feature. the successful transmission of
feature. Certainly, a unique and
used:
Color Television. Before very
interesting system is
long. Television screens will likely
A young man first receives con-
be flooded withall the hues of the
cise
rial
mentals
and effective loose-leaf mate-
covering some of the funda-
in his training. Before
SEEING IS KNOWING —
rainbow certainly providing an
added stimulus to the sale of Tele-
vision receivers.
long, he
motion picture projector
is provided with a
— which
16mm
is
WHEN PREPARING FOR A CAREER The possibilities ahead of this
new field stir the imagination! In
loaned to him for use in his own IN RADIO. TELEVISION and PICTURES the past, new industries have pro-
home. A number of reels of films
vided young men with one of their
are loaned to him, over a
also
period of time, which help him not
out numerous points that are foregoing benefits, a young man finest the chance to
opportunities —
otherwise almost impossible to ex- has the privilege of coming to the get inon the ground floor of a new
only to better understand but also to
plain." But the program does not DeForest's Training Laboratory in development, and to grow and
retain almost indefinitely the im-
end with loose-leaf material and Chicago for two weeks of person- prosper with it. This familiar
portant fundamentals he is study-
"visual training." ally supervised practical training chapter in American industry will
ing.
In order that he may get a well- on larger items of commercial very likely be repeated with the
Thousands Spent on Films rounded preparation, a young man Electronic equipment. development of Commercial Tele-
Thousands of dollars were spent is also furnished with a wide as- Employment Service Aids vision.
in the preparation of these films. sortment of Electronic equipment But this fascinating new field is a
There are animated diagrams — enabling him to enjoy the bene-
Upon
gram, a young
the completion of this pro-
man then gets the
highly technical one.Most of the
showing the action of the magnetic fits of an experimental laboratory, future opportunities will go to
own
benefit of a fine employment serv-
field current passing through
. . . also right in his home. Items men who "know how." Trained
ice to help him actually make his
wires . . . pictures revealing the of equipment are mounted per- men will no doubt be needed in
movement and control of electrons manently on wood bases connec- — start out
effective
in the field.
procedure
Such is
available
the
to
Television studios, control rooms,
. Xray studies of working parts
. . tions being made by means of transmitting stations. They will
closeups of equipment being This ar-
likelyyoung men today who are
spring-clip terminals. also be needed to build, inspect,
. . .

taken apart and assembled . . . and rangement makes the various parts
between 17 and 35 and who are — sell, install and service Television
interested in getting into this
other scenes of a like nature. very flexible; they can be quickly receivers. They will be needed
timely field.
A
young man can run these films changed from one circuit to an- out in the field to operate Tele-
over and over again stopping them — other and used in a great many For the young man seeking a
worthwhile future, perhaps few
vision cameras and
—"picking related equip-
at individual frames . . . reversing combinations. ment up" news as it is

them . . . starting them — until a

No Substitute for Pr.\ctice
fields are so timely, or offer
variety of interesting
such a
details, as
happening.
point is thoroughly mastered. Ev-
ery DeForest's student receives the It is said there is no substitute that of Electronics — which consists M.\NY Fields of Adventure
for work in order to se-
practical of Radio. Television. Frequency The future of Television, plus
benefit of this training feature.
Students living in homes where cure experience. By means of this Modulation Radio, Aviation Radio, the expansion of Frequency Modu-
household electrical current is not home laboratory equipment, a the "Electric Eye". Sound Motion lation Radio, Aviation Radio and

available, are provided with pro-
jectors especially designed to op-
erate from a
For a DeForest's student, there-
young man gains experience by per- Pictures, etc.As it is a field that the need of skilled Radio and
forming many fascinating experi- has become essential to both indus- Sound men in both Industry and
6-volt storage battery. ments. try and to the various branches of —
Military Service combine to pre-
For instance, he can construct a military service, the future appears sent a young man with one of his

fore, the old saying, "Seeing is Be- system for Light Beam Transmis- promising indeed to young men most interesting and finest fields of
lieving," is transformed into "See- sion tosend voice or music on a preparing for this work. Here, an possibilities today. Certainly, it is

ing is Knowing." Right in his beam of light. He can also build ambitious man may look forward a field that should be investigated
own home the action of electricity a Wireless Microphone to trans- to making personal progress re- by any young man wondering how
and radio is unreeled before his mit his voice or music to his radio gardless of the trend of national to make the most of his years
without any wired connection to events. ahead.
very eyes. it.

Numerous employers and authori- He can make an Aviation Band Re- To those interested in the field Any of our readers interested in
ties in the field have praised the ceiver,an "Electric Eye" control of Electronics, one of the most op- preparing for and getting started
value of this visual training fea- for burglar alarms, door openers, timistic signs of late has come from toward a career in the Radio. Tele-
ture of DeForest's Training. As the etc. — or a Code Practice Set. a that nation's capitol — with the an- vision and Sound Motion Picture
president of one large electrical Public address System, various nouncement that the Federal Com- industry, may obtain additional in-

concern so well expresses it: "The types of Radio Receivers, and doz- munications Commission has ap- formation by addressing their re-

fascinating motion pictures sup- ens of other interesting projects. proved the commercial broadcast quest to Business Screen, 20
plied in DeForest's Training bring And in addition to all of the of Television, starting July 1. All North Wacker Drive, Chicago, 111.

24 Buaineaa Screen
 INSURANCE FILMS REACH MILLIONS
by Raymond Heal/, Motion Piefure Dept., J. Walter Thompson Co.

# The two interpretive films pro-

duced for the Institute of Life In-
job of film booking 'hat they found
it practicable to purchase their own
How to " Sweeten **
Your
surance. "Yours Truly. Ed Graham" projectors and prints.
and "American Portrait," have to
dale reached a total circulation of
Those agents
panies of the Institute
of member com-
who did not
Commercial Film Programs
over tw\i and a quarter million. happen to belong to an association
Perhaps yours are among the many commercial film pro-
Each creates in a different way a were also encouraged to make book- grams which need the lightening touch of a rollicking
clearer concept of the services of ings and to date have turned in a
cartoon comedy ... or the audience-building aid of an
the life insurance agent in the im- total of 426 bookings on both films.
interesting short feature film ... or additional films to
portant part he plays in bringing Certain non-member insurance com- bring the programs to proper length ... or a periodical
financial security to the 64.000.000 panies have availed themselves of change of supplementary films to revive salesmen's interest.
policyholders in this country. The the opportunity to further the work
was released in of the Institute by carrying out their
Broad experience will guide B&H Filmosound Library in
first of these films
recommending ready-made film additions which will con-
September. 1939. and has been own distribution programs for the
tribute most to the effectiveness of your programs. This
shown to a total of 1.571.736 of films.
extensive, up-to-date library offers the finest professionally-
which 399.546 were adult club The success of the campaign has
made cartoons (many of them in color), plus timely short
members. 367.065 school children, been high-lighted by a well rounded
sound films on a wide range of subjects — often on subjects
and the remainder a theatrical audi- promotion plan of publicity re-
which tie up closely with clients' business films.
ence of !l;)5.125. leases, introductory talks, mat ser-
"American Portrait's' circula- vice,and stills for local newspapers A few offerings typical of thousands available are briefly
which were made available to any-
reviewed below. Use the coupon to request complete in-
tion of 630.660 has been almost en-
formation and our experts' advice.
tirely non-theatrical up to this time. one booking the film. Clippings
Faced wi;h the problem of get- have been returned to New Y ork
ling national distribution on a co- after the showings with the attend-
operative basis which would tie-in ance forms which provided an op-
local insurance agents. J. Walter portunity for reporting audience
Thompson Company, the Institute's reaction. Most of the reports were
CARTOONS
agency, up a unique system, the
set

success of which is reflected in the

similar to these:
""A well planned, expertly por- ^ Popular with Every Audience
above figures. The National Asso- trayed motion picture. Audience
Boy Meets Dog. Charming story of
ciation of Life Underwriters in co- reaction was most favorable." Ed
a boy and his dog. Color or mono-
operation with their 368 Sebelian. manager of ""Town
affiliated chrome. Length, 10 minutes.
1 fe underwriter associations were Theatre." Hopkinton. Mass.
Mary's Liftle Lamb. Light comedy in
asked to distribute promotional "Excel lent Many questions on
I

full color. Enjoyable entertain-

material about the films, make life insurance and social security
ment. Length, 10 minutes.
bookings, and report attendance. raised from the floor following the ITh''
showings." -;J&5"' Aladdin and His Lamp. Rags to
Thus 360 local underwriter associa- i/f""
riches because of a genie. Hu-
tions became duly constituted film In addition to the voluntary cir-
morous, color or monochrome.
exchanges. Prints were placed on culation of the films In insurance
deposit in 27 conveniently located men, a selective program of distri-
print libraries throughout the coun- bution to civic and service clubs in
try and order blanks sent out to the non-association cities was arranged
associations. through Modern Talking Picture SHORT FEATURES
Foldeis were prepared which the Service. Modern has also handled To Lengthen Your Programs
film committee of an association the booking of schools and theaters. Timely color film
Sl(y Defenders.
cauld mail out to the clubs in its .At the conclusion of the more showing training of L^ S. Army
locality, as a booking stimulus. active phase of distribution for Air Cadets. Magnificent aerial
\\ hen any association had made ""Y'ours Truly. Ed Graham." ten photography.
four or five bookings for any one prints were placed with the Killersof the Sea. Thrilling film
week they could fill out a print Y .M.C.A. Motion Picture Bureau of deep-sea "hunting," including
order, mail it to the nearest library, and have been screened 449 times, personal combat with sharks.
and be assured of receiving the to clubs and schools having their Black-and-white.
print on time. Equipment in many own equipment. in about six
cases was gladly loaned by schools, months' time.
oil, automobile or tire companies, Starting January 1. 1941. the SEND COUPON FOR COMPLETE DETAILS
or the Y,M.C.A.. or rented from a plan outlined above was supple- BELL k HOWELL COMP.KNV
bookings to 1808 Lttrchmont Ave. Chlcaiio, III.
local camera shop or projection mented by 3.000
( PIcuAo recommend Alms fur "Bwectcalni
)

Individual members of the Parent-Teacher Associations, county our proHfaniik. l>e«L'rlp(lon of prosram*. pu
service.
i

pose, auillcncv type, unil film dUcrlbuilt

farm groups, and other selected or- method should accompan> ihU re*juc»l.i
association often served as projec- < I
on cartoon comedle*.
l>rCall«
ganizations having their own equip- on short feature fllma.
I>ecail»
.Audience leaflets designed
I

tionists. I
Recreational Film Cataloft itrw to l»mt
I

aounJ nim projccCor users, 25c toothersi.

to stimulate additional bookings of ment. This relatively unexplored
non-theatrical motion Name TItltt..
the film were prepared for distribu- channel of
Company ...........
tion before the screening. Attend- picture distribution is being de- Bell &Howell Company, Chicago:
New York; Hollywood; Washington, Addreaa .
ance forms were included
report veloped by Modern Talking Picture
D. C; London. Eitabiiihed 1907. City State
with every print order blank. At the Service.
completion of each showing these By the end of the calendar year,
P«ECISION-MA0f SY
are filled in and returned to Now the Institute's

^e/l a^ (^ou^eU
it is estimated thai
York. films will have been booked to

A number of the life underwriter about 10.000 groups before

associations did such a systematic 3.000.(K)0 people.

Xumbfr Svffit 1911 2S

 — — —

• "Creative cooperation" is The production opens with a pic-

probably the best way to describe
the technique behind Tide Water
Associated Oil company's latest
SLIDEFILM REVIEW ture of L. L. Shoemaker, head of
the company's Sales Education de-
partment,
slidefilmprogram for dealer edu-
TIDEWATERS DEALERS HELP CREATE FILMS band. The
standing
accompanying sound-
with raised

cation. For in a very real sense, disc requests, in Mr. Shoemaker's

this program is actually as much writes all its own scripts, does its
voice, "will those of you who use
the brain-child of the dealers them- own casting and supervises all pho- National Cash Register slidefilms in your work please raise
selves as of the company whose tography and recording.
Other firms contributing
Tests Films Effects your hands?"
products they distribute. to the
production of this program were:
300 Salesmen Respond
In describing the situation out of
Charles M. Miller Studios in San A striking demonstration of the In an audience of 500 of the com-
which this program was born, the
Francisco (for the photography): power of sound strengthen the pany's star salesmen, 300 hands
sponsors point out that almost all to
Photo & Sound. Inc.. of San Fran- presentation illusion of reality was were raised at the test showing.
of the several thousand service sta-
tions they supply are independently cisco and National Broadcasting made this year by the National On immediate repetition of the

operated: hence uniform sales and Company (for the recordings). Art- Cash Register Company with the — question, the hands went up again.
The moral, as pointed out immedi-
service policy must be the result of work for films and booklets was aid of a slidefilm "produced for
contributed by .Associated's own art the sole purpose of selling the use ately thereafter by Mr. Shoemaker
persuasion rather than of enforce-
director. Vance Blackman. as- himself, is that (even from an audi-
ment of rules. Slidefilms had been J. of sound." It suggests possibilities
sisted by Hugh Johnson and Paul
ence of star salesmen conditioned
used before, but only in sales meet- of "rich harvest" for more de-
Minamora: scripts were by J. A. by their work to resist sales psy-
ings too large for effective dealer tailed experimental study of the
Ransford and Arthur M. Arlett. chologies) sound slidefilms can
participationand as sugar-coated subject.
stimulate individuals to action.
preachments "from above."
As Mr. Shoemaker puts it,
Break Up Big Meetings "Think what a good sound slide-
The new plan, initiated a year film could do to make a prospect
ago, involved,first of all, breaking act."
up sales meetings into sub-groups
Used Films for Years
of ten to twenty dealers. Within
National Cash Register Company
such groups, discussions among
has used the film medium the past
dealers of dealer were problems
ten years for both selling and
conducted, under the supervision
salesman-training purposes, and has
but not the domination of repre-
been experimenting for the past
sentatives of Associated who had
two years with the use of sound
been trained in a special short
slidefilms.
course in conference leadership.
Then, after the discussion and
Slidefilms Vs. Charts
not before, slidefilms were shown
films which were not, as formerly, Slidefilm presentation as an aid
preachments from a distant and im- to the understanding of complex
personal corporation but rather charted data —
such was the objec-
which presented a like discussion tive, now successfully achieved, of
among selected dealers gathered to- a recent 200-frame production,
purpose Asso- sponsored by the Paper Bag Manu-

GEARS THAT CLICK

gether for the at
ciated's central offices. facturers Institute and titled The

Mailed to each dealer a week or Paper Bag Industry.

two after each of the four annual The Institute, on completing a
conferences was a booklet contain- Open one of our Mitchell cameras and you'll find
highly statistical chart analysis of
ing the complete script with pic- (
fiber gears and metal gears — worms, studs and pinions.
its industry,
extremely
was faced with
task of shaping
the

tures) of the film shown at the con- They must be there to make a picture. But
difficult

ference, this together with other its data into some presentation form
specificmerchandising helps based Have you ever looked inside a scenario writer's head? which would readily and effectively

on the conference's outcomes. Have you ever watched those gears click? reach the industry's leaders. Charts
were highly complex, easily read
Four Programs Featured They are the most ingenious gears in all filmdom
by the expert but difficult for the
Slide films used in this fashion the gears of imagination and creative ability that mesh
layman.
during the past year were: That's with those practical gears of planning planning your— The slidefilm that solved the
My Business, emphasizing in gen- film to tell your story. The "gears" of our Creative Staff problem presents these charts
eral waysto make business better; spin brilliantly, novelly and objectively to tell your film piecemeal, one element at a time,
Lost: One Customer, stressing the story dramatically. With audience-appeal, deft handling, and then combines these elements
"don'ts" of oil station salesman- imaginative treatment and a smash to the eyes and ears, into a now-meaningful whole. Such
.ship;Found: One Customer, deal- make a Burton Holmes a technique, sponsors of the film
they film distinctive. They are
ing with ways to get new custom-
ers: and Padlocking the Profits.
another reason why — point out. tends also to lend fresh
dramatic impact to the traditionally
outlining in the same down-to-earth dry figures of market trends, man-
dialogue form how to meet the BURTON HOLMES FILMS GET RESULTS! ufacturing standards and individual
chief problems of station manage- deviationsfrom standards.
ment. 4B Years oi Successful Showmanship The slidefilm presentation was
.\ccording to Mr. J. A. Ransford. made to key executives before they
supervisor of sales training for received the charts in printed form.
Tide Water Associated Oil com- Thus, the most important facts of
pany, this firm has long been a BURTON HOLMES FILMS, INC. the charts were, according to the
heavy user of slidefilms and has PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY sponsors, "made to stand out as
produced over fifty of them in the never before" from the flat statis-
7510 North Ashland Avenue Chicago • Telephone ROGers Park S0S6
space of a few years. The company tical record of the charts.

26 Businesa Screen
 ) —

SYNDICATED SOUND SLIDEFILM PROGRAM

TEACHES TODAY'S SELLING IN AMERICA'
• "^^ HAT w.ANT
is a patch for
I

my (life's hot
water bottle." said
the irate customer to the salesman
when his request for a rubber patch
had been countered by a sales talk
in behalf of seat covers for the car
he did not possess.
"Tm a vegetarian," announces
the housewife coldly to the sales-
man who dilates at great length on
the steak broiling qualities of a
stove he is trying to sell her.
"First." says the wrong life in-
surance salesman, taking a deep
breath and plunging ahead, "you'll
«ant a thousand dollars for a clean-
up fund. Then you'll certainly
want your wife to have at least
S200 a month during the first year
for a readjustment fund for your
utterly new and dif-
family. That two hundred, of
course, is the same as your salary.
ferent in ease of
After the year ." operation. No set
first . .
It's a screws, spring plung-
Yes, you're right. The prospect
is all worn out. The pace is too ers or other hand-
fast for him. operated locking
Such are some of the salesman's devices. Completely
sins of commission that are drama- adjustable.
tized and explored in the course of
the new Selling in America pro- of course
gram developed by the Jam Handy
Organization. The emphasis in the
program, however, is on produc-
tive methods of selling and the
wrong methods are mentioned mere-
ly for the purpose of hanging up
a "l\o Thoroughfare" sign.
Selling in America is, in essence,
Erected Instantly in 3 Simple
a plan for getting salesmen to do Automatic Movements
more of the things that will please
To use stills and movies SUC- and lock there. Merely turn the
a customer
that will
and
displease
less of the things
him —a course
CESSFULLY you MUST have a screen case —
automatically it locks
perfect screen. The new Radiant into horizontal position. An effort-
of conduct calculated greatly to in- Automatic gives you just that. less pull —again by an automatic
crease selling effectiveness. It There is nothing like it —noth- clutch, exclusive with Radiant
shows salesmen how to understand ing to equal it. A
slight pressure your screen is in viewing position
a customer almost better than the on a convenient lever and the at AN\ height you want it, 17 to
customer understands himself and — tripod legs SLIDE into position 50 inches from the floor.
then puts the salesman to work im-
mediately to cash in on that un-
derstanding.
And what a Screen Surface!
The basic ideas of Selling in —the famous Radiant "Hy-Flect"
America are derived from five prin-
Every bead firmly embedded in
is
ciples of human association dis- crystal clear plastic to give per-
covered by Benjamin Franklin manent, unsurpassed brilliance,
which made him not only a super- clarity and detail. It stays flat,

salesman but also a statesman. willnot curl. Rigid, machine tub-

Sometime ago these principles were ing prevents side sway, wrinkles
SHOWN ABOVE ARE SOME TYPICAL and sags. Yet its weight is at a /<" even- ^ ''•'d'Jnf
scenes from the "Selhng America" pro- modernized to serve the modern
gram produced by Jam Handy:
.salesman in a talking motion pic- minimum. Insist on Radiant at
'*'
Cn'""Pose o '"'<''

Scene 1 (top to bottom) shows the cus-

tomer who wanted a rubber patch for your dealer's or write for new
ture. Selling America. There
his wife's hot water bottle turning down
the salesman's suggestion that he buy they gave such a good account of
illustrated folder. "''<'.
R,w ^P* or » '^^t-

seat covers for the car he does not

possess. themselves by stimulating salesmen
Scene 2 hows the vegetarian's response
to the salesman's suggestion that she
to more productive efforts thai
buy a stove because of its marvelous demanded
steak broiling qualities.
Scene 3 demonstrates how high pressure
firms using the picture
a successor to carry on the good
MANUFACTURING
salesmanship turns customer into
showman who
Scene 4
is
a
also a "No-man."
illustrates that there must be
a
work.
As a result the Selling in America
CORPORATION
a realmeeting of the minds between
salesman and customer.
Scene 5 shows how to get back on the
main track to an order after having
program was produced. It centers 40-46 SUPERIOR ST. CHICAGO •

been by-passed by an objection. ( CotUinued on next page. Col. 1

\umher Sevpn Ifttl 27

(Continued from llie previous page) • The entire electrical industry,
around
for each
five talking slidefilms,
of Franklin's five
one
rules.
SLIDEFILM REVIEW: 3
including
turers, has
utilities

cooperated in
and manufac-
producing
It develops manner of
all sales A COMPLETE PROGRAM FOR APPLIANCE SALESMEN a new-type visual sales training
strategies and techniques. The sales- course for all the electric appliance
man is initiated into the art of salesmen in the United States.
finding out the buyer's interest, of Two years of study and research
dealing with objections although preceded the decision as to just
avoiding arguments, of selling at what type of program was needed
the right pace, of bridging from to supplement the training work

one point to another and of build- being carried on by individual

ing up the purchase. manufacturers. For many years
great numbers of appliance sales-
Numerous dramatizations of the
men, particularly in non-metropoli-
selling of scor?s of different prod-
ucts and services are contained in
tan areas, trained only
were
sporadically, or not at all. Utili-
the slidefilms and the plan is de-
ties attempting to lend a hand in
signed to be used in any line of
the training job were severely
business.
handicapped by the dearth of suit-
A manual is provided to show the
able training material. In Decem-
sales manager or leader how to
ber, 1940. the decision to go ahead
operate the plan.
with an intra-industry plan was
\^Tiile the program has particular
made and the big job started.
timeliness because of the thousands
of new salesmen now entering the Nineteen Committees .4id
selling field as a result of the na-
Responsibility for the program
tional defense emergency, it is in-
THE ELECTRICAL APPLIANCE SALESMAN learns modern selling techniques was split among 19 committees,
tended not only for beginners, but in the complete new visual sales "package" Just announced by Modern Kitchen
Bureau of the Edison Electric Institute and Vocafilm Corporation, producers. which were coordinated under the
is designed also as a refresher
Modern Kitchen Bureau of the Edi-
course for experienced men and son Electric Institute, and the Voca-
women to remind them of methods
film Corporation was chosen to do
they know, but often forget to the job.
employ. The producer first reviewed all
Techniques used in the Selling in training material in present use, in-
America program are the outgrow th cluding films, brochures and study
of 22 years of experience on the courses that have been prepared by
part of the Jam Handy Organiza- the various manufacturers. Then a
tion in providing plans and mate- check was made on current selling
rials used in 6.000.000 training practices of sales groups in large
meetings by an important cross sec- communities and small. This de-
tion of American industry. This termined what was needed in the
new plan marks an effort to bring field.
within the reach of organizations of After digesting all this material
all sizes methods which, in the past,
and checking constantly with the 19
have been mainly reserved for firms committees representing manufac-
ordering special training jobs. turers and utility men, particularly
the sales and training executives, a
Putting the 'Why' in Films
comprehensive plan was mapped
The suggestion that the "why" that led to the final training pro-
of carpet quality be stressed in fu- gram.
ture training films for carpet sales-
men won first prize for Mr. M. G. QUALITY Complete Training Package
New conceptions in training are
Reade of Downers Grove, 111., in a
recent letter contest conducted by packed into this course. It is a
the Charles P. Cochrane Company's
moticin pictures since 1923 complete training package that is
house organ, "Sale-ing Orders." considerably in advance of average
"The three-dimensional Keds pictures and the new
"sales training." Here are no worn
And consumer himself, edu-
the motion picture "America Builds For Tomorrow",
out clinchers, no selling mumbo-
cated by consumer research serv- both in full natural colors, were a tremendous suc-
cess at our sales meetings". jumbo, but a fresh, logical ap-
ices and by magazine articles on
Thus wrote an executive of the United States proach that teaches selling where
how to buy, increasingly demands
definite proof that he's Rubber Company to the Loucks SC Norling Studios many others leave off.
specific,
at the conclusion of their regional sales meetings in- These films are designed for use
getting his full money's worth. If
troducing the 1942 line of Keds. at dealer meetings, with individual
industry itself fails to provide such
This combination of three-dimensional stills and dealers and their salesmen, with
proof, the consumer turns increas-
sound motion pictures, both in Kodachrome, is the small groups of dealers salesmen
ingly to independent advisory agen-
answer to the sales manager's prayer for something where intensive sales training can
cies for it.
new and different to dramatize the market for his be done, with utility salesmen, and
There are here two jobs that product. with regular employees.
commercial films can do for the
This training program is based
merchant: they can train salesmen
to know the value-highpoints of the
LOUCKS & NORLING STUDIOS on the premise that it must help
the salesman to make more money.
goods they sell, and they can train 245 West -55th Street - New York City Only if the meetings do that, will
the customer to buy those goods for
Tel. COlttmbtis 5-6974 the individual salesman attend and
sound reasons. Either slidefilms or
the program be a success.
movies can do these jobs. Recognizing the need to get re-

28 Business Screen
 —

was determined why down the points previously out-

suits, it first

salesmen were not selling more lined.

HOLLYWOOD COLORFILM'
then they were shown how to do
something about it.
Thus the purpose of the product
meetings is not so much to show the
CORPORATION
Salesmen most often fail to sell salesman hotv to sell, as it is to
for two reasons: make him uanl to sell this particu- a^ Icuit
1. They lend to become discour- lar product, and to make sure he has
aged and as a result don't try the information necessary to do a
as hard as they should. good selling job. This is the best
2. They lend to become con- possible counter-irritant to discour-
fused, and fail to sell as agement, as it shows the salesman A NEW MILLION DOLLAR PLANT
efffclively as they should. how and why todo what he should
The training program was there- do. TO SERVE YOU IN COLORFILM
Eliminate .\ll Confusion
fore geared to overcome these two
tendencies. The basic films eliminate con- •
First, itwas done by creating five fusion in the salesman's mind by
films, one on each major appliance reviewing the basic elements of the
— these helped to prevent discour- sale, and give him a checklist that
lets him know at all times just
agement.
where he stands with every prospect.
BLOW UPS— From 16mm to 3.5mm in two and three
The product films are as follows: color
Refrigerators Two distinguishing characteris-
1.

2. Laundry Equipment. ticsof these films are that they are SLIDEFILMS — Single or double frame in two and
3. Ranges. neutral as to brands; and they con- three color
A. Water Heaters. sider the sale from the customer's 16MM — Two and three color
Meeting the cus-
5. Roasters. point of view.
35MM— Two and three color
IIIIIII
also

Meets Its Training Needs

KODACHROME to KODACHROME Printing
A Greot Industry
With Complete Program for Appliance Salesmen If it is price and quality —
plus speedy delivery — that you
are interested in, phone, write or wire

Second, it was done by creating tomer's need is an ever-recurrent

five basic films on selling these — theme throughout the series. HOLLYWOOD COLORFILM CORPORATION
helped to prevent confusion. \. Film No. 1 shows how to find 230 WEST OLIVE AVENUE
The basic selling films are as someone who needs your
CALIFORNIA
— someone BURBANK •
follows: product with a
1. How to Build a Prospect List. problem which your product Telephone: CHarleston 6-6477
2. Getting the Right Start. will solve.
3. Demonstrating to Sell. 2. Film No. 2 shows how to get
4. Answering Objections. the prospect's confidence, and
5. How to Close. to make her aware of the im-
The product films do three things portance to her of a problem
What does the U. S. Postal
for the salesmen:
film examines the
your product will solve. Department have to do
First, the
3. Film No. 3 shows how. by
average salesman's reaction to
demonstration, to review for with Theatre Screen
the product, and shows him that
the prospect the uses she can
that particular appliance holds Advertising?
make of your product, and
greater opportunities than he
by so doing to convince her
was inclined to believe at first
that it is an immediate
thought.
necessity.
Second, the film reviews the
reasons why pros- •}. Film No. 4 shows how to use
outstanding
objections to help the pros-
pects buy this appliance, refresh-
pect visualize the product in Just this when you request a copy of "What
ing the salesman's memory as to
. . .

use in her own home and to

the best ways to appeal to differ-
ent Ivpes of customers.
reassure her that there are no is ALEXANDER THEATRE SCREEN ADVERTIS-
.serious disadvantages lo buy-
Third, the film demonstrates
how to sell the product, and nails ing. ING?" . . . and you will want one because it is

5. Film No. 5 shows how to get

TYPICAL OF THE LATEST in two-
the order by helping her to the most complete discussion of this powerful
speed record playing equipment now
in for both educational and in-
demand act the moment she is con-
dustrial training purposes is this Mc-
Clure Picturephone unit. especially vinced. medium ever published . . . Uncle Sam's postal
designed for two-speed operation, utiliz- based
ing both 78 and 33 1 3 r.p.m. recordings. The use of the ten films is

on the group-conference idea. The men will deliver it to you in a hurry. Your free
conference leader is therefore given
a specially written discussion guide copy of this interesting book is waiting for you
for each of the ten films in the

series. This enables him to do a ... a card or letter will start it on its way.
complete sales training job in thor-
oughly reviewing the material pre-
sented in the films, answering ques-
tions, quizzing the men present,
ALEXANDER FILM
COLORADO
CO.
localizing the facts and discussing
COLORADO SPRINGS.
specific selling situations.

\umher Sei'^n 1941 29

 • Recognition of (lie useful role projection of both and original
role now heiiig played by motion blowup for comparison, and if any-
and slidefilm equipment has en- thing the blowups appear to gain
abled manufacturers in this field to definition. Process is reported to be
maintain production. When present economical, and all evidences are
Government orders are cleared that it is highly satisfactory.
away for shipment, normal de-
livery schedules are expected to be DuPont's Film Booklet
The new screen is adjustable to
resumed, with sharp increases noted
any height from 17 to 50 inches A new 20-page booklet, Dupont
in the use of films for industrial
from the door by use of the Radiant Films for Docuimnlary Reproduc-
apprentice training and employee
exclusive automatic clutch.Square tion, should prove of interest to the
relations purposes, such as safety
tubing minimizes side sway. All commercial user of film for photo-
education, thrift, etc.
parts are cadmium plated and the graphic copying. All necessary in-
Announce New Screen screen housing is in beautiful formation such as speed ratings,
* Announcement is made by Radi- crackle-finish. exposure guides, spectrograms, de-
ant Manufacturing (!orp.. Chicago. veloping times and storage recom-
of a recent development
Radiant Color Film 'Blowups' mendations are included for Du-
which brings to the market a new have been completed
Initial tests Pont Safely Microcopy, the ultra
screen. This screen is automatic — and production set on blowups from fine grained pan-chromatic negative

and features a radical departure in 16mm to 35mm in two and three with an effective resolving power
ease of operation. colors, as well as single and double of more than 193 lines per milli-
V^'ithout the use of any set Bell &. Howell projection lamp shown frame slidefilms in two or three meter and for DuPont Safely Posi-
rn special aligning and brazing machine
screws, spring plungers, or any in which special lamp ring is attached. colors, by Hollywood Colorfilm tive and Fine Grain Safety Posi-

other hand operated locking de- Corporation. Gasparcolor film tive, companion films for use in
vices, the new automatic Radiant tripod legs: a simple turn puts the stock is used in the process. documentary reproduction. Copies
screen is erected instantaneously by screen into position automatically. Both commercial and entertain- may be received by addressing the
3 simple movements. A slight pres- No hooks, no hangar, no fixed posi- ment —
including "juke box" sub- — DuPont Film Mfg. Corp., 9 Rocke-
sure on a small lever opens the tion is necessary. jects have been demonstrated, using feller Plaza, New York, N. Y.

Colburn Price Lists vents accumulation on the

Complete new price lists
lamp's sides —
where it will
on laboratory film services, interfere with illumination . . . . Y O U I

issued by the Geo. W. Col- — of the blackening deposit

VAPQRATE
burn Laboratory. 1197 Mer- formed during operation.

chandise Mart. Chicago, as The familiar B & H pre- YOUR FILMS

of September focusing. pre-aligning ring. for permanent protection
1st, are now- against climate, scratcties,

available to motion picture as used in B & H motion pic- spots, stains, finger marlts.

ture propectors. is also used

and slidefilm users. The THROUGH YOUR
service includes optical in the new still projector.
PRODUCER OR DEALER
printing, contact printing.
Other special features in-

AN OPEN LETTER 16mm. sound printing and clude: forced-air cooling ....NOW!
recording. Kodachrome du- which adjusts automatically
TO YOUR BUYER plicating, slidefilm printing,
to various lamp sizes,

Dear Sir:
copy work,handling of safety controls which posi- VAP.rj.RATE
titles, charts, animated maps.
tively prevent turning on
lamp without turning on BETTER PHOTO FINISHERS
The audio-visual method of train-
A special price list on OFFER VAPORATE PROTECTION
cooler also, ventilated slide- FOR STILL NEGATIVES
ing has been recognized as the 16mm. Sound-on-Film re-
VAPORATE CO., Inc. B^ll S HOWELL CO.
most effective. carrier, and cabinet styled ;

1801 Larchmont
cording and a special price 130 W. «th St. Chicago
by one of America's leading '

^'* No.
Audio-visual equipment produced card on 35nim. Kodachrome .,
New York f^
V L C,t, La Brea
industrial designers. Hollywood
slidefilm printing are also
by Radiad Service has been proven The new projector ac-
available to those interested.
to be the more effective way of
All requests should be ad-
comodates glass — or paper-
using this most effective medium.

You will appreciate the story of

dressed to
Laboratory in Chicago.
the Colburn
mounted
transparencies
2 in. by
in
2 in.

either
^Ae PICTUREPHONE
our latest developments, and we
Kodachrome or black and for Training, Sales,
white. For variation in Demonstrations, Meetings
will be happy to furnish you with B & H Slide Master
light-intensity, 500-. 750-. The Only Complete Line of Sound Slide Film
full details. announcement
\^ ith the or 1000-watt lamps may be Projection Equipment on the Market. Wlial-
of the new Filmo Slide ever You Need, We Have It. Twenty-Five Ex-
Won't you drop us a line, and let used. Choice of lenses, all clusive .advantages. Radically DitTerent,
Master. Bell & Howell is
as show you how we have an- anastigmatic and inter-
Write us today . . .
entering actively into the changeable: 3'/i in, 5 in. or
swered a 1001 equipment problems.
production of this type of 7'2 in. F 4.5. Focus, oper- O. J. McCLURE TALKING PICTURES
Just send your card or letter to us at 1115 W. WASHINGTON BLVD.
equipment. Claimed as one ated by a rack-and-pinion CHICAGO, ILIXINOIS Phone CANal 4914
154 E. ERIE ST. • CHICAGO of the new projector's most assembly, may be locked
Designers and Builders of Quality important features is a "sys- when desired. The projector
SOUND SLIDEFILM EQUIPMENT- tem of lamp mounting en-
PL A YB AC K- THAN SCR PTION may be operated on 100- to
SAFEGUARD YOUR FILMS
I

and AMPLIFIER UNITS new positive pro- AC

tirely to 125-volt or DC power
jection." sources.
INSIST THEY
The new "base-up" lamp Prices and further infor- PROTECT
ON
slides into the lamphouse mation may be had by ad-
FIBERBILT
UMM REELS
from the top, the chief ad- dressing inquiry to the com- AND FILM
vantage claimed
SHIPPING WHILE
for this pany, at 1801 Larchmont
CASES IN TRANSIT
position being that it pre- .4venue, Chicago.
I
30 Butiinegg Screen

i
THE COMMERCIAL NEWS-REEL NO MATTER W/i/cfi STEP THEol^ON
9 Distribution of commercial movies produced exclusively for
films will attain new records this owners of 8mm and 16mm projec- WE HELP THEM UP TO THEH^ejtJt
fall season. Already sharp in- tors. Castle Films' Fall season
creases in attendance at club and promises far beyond the usual in DE els Tons
lodge showings are noted by oper- home screen enjoyment and thrill.
ators and early requests for book- Among the several innovations
ings by schools and other regular to be found at photo dealers every- PRESENT YOUR'MESSAGE
outlets indicate that sponsors can where in the forthcoming Castle
expect unlimited totals. New audi- schedule is a new series to be TO SELECTED AUDIENCES
ences in areas affected by defense know as the .Adventure Parade. At
are already being served. no in the comparatively
period
PREFERENCE
Motion Picture Bureau News
"Music of the Masters," newest
addition to the YMCA Motion Pic-
ture Bureau's rental film library, is
short development of profession-
ally-produced movies exclusively
for use on the smaller projectors
have such vast expenditures been
made by a producer to assure
IMPLANTED
n
a series of one-reel pictures for stu- ever-increasing variety and quality.
dents of music and music-lovers
generally. Each sequence presents. Assuring Lamp Precision CONFIDENCE MILLIONS ARE IN THE PROCESS
with sound, a close-up view of an (Illustrated on opposite page) DEVELOPED OF REACHING BUYING DECISIONS
outstanding musical performer at
Illustrative of the precision
work. Artists included are: Jose Audiences of subitantial buying-power are demanding Industrial, inform-
methods go into the making
that
Emanuel Feuermann, W alter
Iturbi, ative motion pictures from the Y.M.C.A. Every screen is a potential dem-
of the best motion picture equip-
onstration and show window for your product. Investigate this opportunity.
Damrosch, Schuman-Heink and
ment is the story behind the cen- Write for details.
many other distinguished perform-
tering ring used on all Bell &
ers. There are twenty subjects in
Howell projection lamps. Such
the series.
This year, in expanding tlie scope
stories —
and every first-class pro-
Y.M.C.A.
ducer and equipment maker has at
of present service to churches,
its

schools. ^MCW's. clubs, community

least one to tell —
are the backbone
MOTION PICTURE BUREAU
of our industry's public relations
and industrial organizations, the NEW TORK CHICAGO DALLAS SAN rRANCISCO
story. Perhaps one day it will all
Bureau is releasing to its mailing UMIUSI Ml TURK
listof 18.000 organizations a com-
be told —
and in pictures.
347 MaOISOM avE. ISSO. 1700 PAnCRSOl AVE. ST.

The position of the filament

plete listing of the titles it has
within mine mass-pro-
run-of-the
available. These include: 22 films
in

in
the field of history
17 in fine and industrial
health and
30
100 in the
safety,
and
arts.
civics.
duction lamps varies slightly from
lamp to lamp. It may tilt forward
or back,
high or low.
lean right or
And, since
left, stand
that fila-
SELL ON SIGHT udtU
physical sciences. 50 in sports and
athletics. 24 in transportation and
ment is only 2 inch square, such LOW COST
communication, 58 in travel and
variations of position may some-
times be significant for projectional
adventure. 41 on vocational sub-
jects, and the new
musical techniques.
series of 20 on
efficiency.
filament,
As much
say B&H
as 1/3 of
engineers,
that
may
COLOR IN
sometimes be entirely out of useful
Listings
titles included
of all

the nine headings listed above

titles

under any one of

or of the

may
range unless special adjustment is
made for each individual lamp.
The centering ring derived
MOTION
be had
by request addressed to is

YMCA Motion Picture Bureau. 347 from just such a "special adjust-
Madison Avenue, New York City. ment" and ensures maximum light
efficiency for the lamp that bears
Nu-Art's Community Songs it. In the factory, the image of
AS A PROJECTOR
Sing. America, Sing is the title
the lamp's filament is first pro-
of a new series of communilv song jected upon an optical target. Then Shows 14 individual 35mm
films to be released this Fall bv the lamp is turned, raised or low- 2x2 Kodachrome or black

ered until that image is focused ac- and white slides at 8 second
Nu Art Films, Inc.. for audience-
curately on the exact center of the intervals, either on the
participation use in movie theatres.
ground glass screen already
Songs in the first issue include: Projector's optical system. The
In the machine or by projec-
Co.si'v. Daisy. Home
vn the Range, centering ring is then welded on as
tion. Slides may be changed
and AnuTica. Production and di- a guide to ensure that the lamp
In a few seconds. Ideal for
rection are by Jack Kemp, and will always be used in that "best"
counter or window display.
])osilion. AS A VIEWER
casts include "name" bands and Perfect performance even in
feature claimed
talented performers as song lea<lers.
Nu .\rt Films also presents a new
.Another special
by B & H — and rather closely re-
broad daylight. PRODUCER
INQUIRIES
listing of what the firm calls its
three Business Builder series of
lated to this matter of the center-
ing ring — is the use of a reflector
AUTOMATIC $QJ50 INVITED
Add this unit to your
short entertainment subjects. adjustment which tends, by "inter-
lacing the reflected filament images
ADVERSLIDE ^ ( Discounts on
Request)
equipment
our attractive
line:

proposition.
get

New
Six

Beginning
Castle Releases
with the September
with the filament coils themselves."
to compensate for variations in in-
THE
629 W.
NOVEX
WASHINGTON BLVD.
CORPORATION
CHICAGO. ILLINOIS
release of six outstanding new- dividual lamp filament coils.

.VumfxT Spt'en • 1941 31

 .

For listings on this

page address in- BUSINESS SCREEN'S
progress quiries
Bureau
Service
to
Business
of
Screen, 20N. Wack-
er. Chicago. INDEX OF PRODUCTION
umUi color

(/eoife Pal OUAIITY PRODUCTIONS

Are you satisfied with your 16mm
PufifLetoo*t4, BLACK & WHITE & IN COLOR
Kodachrome Duplicates?
Are you getting the full color value
and definition of your originals and (Right) Typical scene
the fidelity of your sound track? from a Par Puppetoon.

Ideal Kodachrome Duplicates are

•
precise — color corrected to simulate
ly,
In A GLENDAI.E. CALIFORNIA THEATRE, recent-
several thousand people —
among them news-
the shadings of the original — ^printed
paper and correspondents
critics applauded —
with modern equipment designed ex-
the American advent of a new type of film
clusively for Kodachrome duplica- entertainment. Music by Andre Kostelanetz SUDEFILM PRODUCERS!
tion. filled the house and on the screen before them
3-DIMENSIONAL
had appeared an amazing group of puppets who
danced, sang, rode horseback and generally
KODACHROME SLIDEFILMS

IDEAL
PICTURES CORPORATION
cavorted. Produced by George Pal. a newcomer
to the American film capitol, and released by

Paramount, this rip-roaring "western" is done

in careful miniature and in full Technicolor. color ILLUSTRATIONS.
from your original stereo
transparencies for
use in S.V.E. Polaroid Proiectors and "Tru-Vue"
stereo viewers.

Inc.
Heretofore commercial production has 152 WEST 42rd ST. • NEW YORK • Phone Longacre 5-9255
2402 WEST SEVENTH STREET adopted the technique of the entertainment film.
LOS ANGELES, CALIFORNIA Epoch-making in this sense. Western Daze re-
verses the process, for
George Pal's success in
IN SAN FRANCISCO .

Europe came with the use of his Puppetoons A COMPLETE SERVICE for Motion Pictures,
Sound SlideHlms, and Electrical Transcriptions,
as business pictures. Recognizing the value
IDEAS SCRIPT. .PRODUCTION
. , . .
of the medium as sheer entertainment Para-
EDITING TFTLING RENTALS
MUS/C>tL SCORE SK
. . . . . . . . .
mount secured Pal's services on a releasing
basis, for a series of puppet productions. PHOTO & SOUND, Inc. 'r^.^'r^.^Yl^^^
Jack Shaindlin His Philips Radio productions for the J.

• Have
Walter Thompson Company the first one led — CAMERAMAN IN MEXICO-
your problem solved by the com-
poser of scores for over one hundred shorts,
to others as a matter of course were straight- —
forward entertainment with music, and the com- Open to shoot your script on 35mm or
newsreels and industrial pictures released
by Universal, Columbia and RKO.
mercial tieup followed in a brief trailer at the 16mm film. Professional results.
end. In an adaptation of the "Sleeping Beauty"

AL%0 story the beautiful maiden slept until the fairy E. MARTORELL
prince in the guise of a Philips salesman came AYUNTAMIENTO MEXICO.
THE INDUSTRY'S MOST 158 • D. F.

MODERN MUSIC TRACK

along, turned on a Philips Radio and the beau-
tiful music awakened her. His Philips Broad-
^
cast and Philips Cavalcade, among others, used
LIBRARY ON FILM similar highly successful story techniques.
AVAILABLE Love on the Range was his first puppet film
with synchronized dialogue throughout, and five STRAIGHTFORWARD
Eastern Service Studios —35-11 35th Avenue years ago he began to use color. Southseas
RAvenswood 8-8300 Long Island City, N. Y. Sweethearts and many others utilized the Tech- INDUSTRIAL ILLUSTRATION
nicolor process which today is his standard. FOR USERS OF
Unlike the American scene, no European stu- 16mm MOTION PICTURES
dios have distribution channels warranting the STILL PICTURES • SLIDEFILMS
COLOR
100%
expense necessary to produce animated films
507 FIFTH AVENUE
purely for entertainment purposes, and thus the STANLEY STERN NEW YORK, N. Y.
advertising sponsorship of most of Pal's pro-
100% what? Your public's satisfaction when ductions to date. Despite this sponsorship, which
you rush films and equipment by Railway is an
interesting contrast to the unsponsored OTHER PRODUCTION SOURCES
Express at "the speed that speeds up speed." radio shows of which Britons are so proud. AUDIO PRODUCTIONS. INC.. 35-11 35th Ave..
Use and specify always this profitable, qual- Pal's Puppetoons were most enthusiasticallv re- Long Island City. N. Y.
ADVERTI-FILMS, INC., Hollywood, Calif.
ity service. Low rates. Big economy. It pays. ceived in the leading first-run houses of Eng- B. K. BLAKE, INC., RKO BIdg., New York
-And- land and the Continent and warmly praised by City.
BURTON HOLMES FILMS, INC., 7510 Ashland
For super-speed use AlR EXPRESS film critics. He was having as
fortunate in Avenue, Chicago, Illinois.
3 miles a minute sponsors progressive advertisers who were con- CARAVEL FILMS, INC.. 730 Fifth Avenue, New
York City.
lent to present them with a minimum of adver- CASTLE FILMS. INC. Offices in Rockefeller
Railway S.1i^EXPRESS
AGENCY >^r
tising, so skilfully and unobtrusively handled
Center. N. Y.
JAM HANDY PICTURE SERVICE. Offices in
Also Chicago and San Francisco.
Inc.
that conservative English audiences, usually Chicago. Detroit. New York, Hollywood, Wil-
NATION-WIDE RAIL-AIR SERVICE mington and Dayton.
wary of mixing advertising and entertainment, LOUCKS a NORLING STUDIOS. 245 West 55th
gave them unstinted approval. HLM — Street, New York City.

32 Business Sereen
• Latest and Probably the Third .Armies are participating in
least expensive of modern display war games. Two units will oper-
devices now available for the auto- ate out of New Orleans, the otiur
matic projection of Kodachrome out of Monroe, La,
slides is the adverslide. a dual- Manned by motion
professional
purpose unit recently announced picture operators and sound tech-
for the commercial field by the nicians, the mobile units carry com-
Novex Corporation, 629 Washing- plete power plants with which to
ton Boulevard, Chicago. operate their motion
The machine may be picture and sound pro-
used as a viewer for jectors. Each also has

counter displays, etc. a high-powered broad-

or as a projector
for advertising exhibits,
VISUAL casting
which
system
large
over
groups
show displays and sim- may listen to radio
A programs or recorded
ilar purposes,
focal length lens and
3-inch
DISPLAYS music. The center of
Vernier focus assures each bus may be ele-

simple, instantaneous News of display and vated so as to present

focusing and the sim-
field projection a picture screen easily
industry and films.
ple operation of the viewed by the soldiers
slide-carrier mechan- in training:.

ism apparentiv offers trouble-free

Men In The News
* Donald "Chris" Cronin. .\ccounl
E.xecutive of the radio department
of the Sidney Garflnkle Advertising
Agency, has resigned his position
to become an Account Executive at
Photo & Sound Inc., San Fran-
cisco movie and record producers.
Cronin replaces Norman V. Carlson,
Pathescope Names Wright
* J. Gordon U right, formerly pro-
duction manager for Ross Federal
Research Corp. in Los Angeles, has
joined the staff of the Pathescope
Company of -America. New York.
to head the Script Department, He
formerly directed publicity for

THE AUTOMATIC ADVERSLIDE KKO and Fox theatres in Portland,

AS A WINDOW DISPLAY UNIT Ore,, and Seattle. \^ash,

operation for the day-in-and-day-

Clark Joins Associated
* Associated Sales Company, De-
out use by the display department.
troit,has just announced the ap-
Offers Screen Literature pointment of LeRoy A. Clark as
The Radiant Manufacturing Cor- manager of the company's Techni-
poration of Chicago. III., manu- cal Division,

facturer of Radiant ""Hy-Flect" He will be located in the Detroit

Projection Screens, has just is- where he will be actively en-

office

sued a new folder, entitled ""For gaged in the planning and produc-
Clearer. More Brilliant Projection
— Radiant, the Hy-Flcct Screen."
It contains full descriptions, sizes,
types and prices of the complete
line of Radiant Screens for home,
business and educational uses.

U. S. O. Mobile Units
Three mobile outdoor motion
picture theatres are being sent into
the area of the U. S. .\rmy's field
maneuvers by the United Service
Organizations to entertain soldiers,
it has been announced from U. S.
O. headquarters in New York.
Contained in specially-construct-
ed streamlined buses, the theatre
units are enroute from Detroit,
where they were built, to New Or-
leans. La,, in an area where nearly
500,000 troops of the Second and
 PROJECTION SERVICE REPORTING TO CITIZENS
Local and regional
showing of commercial
facilities
film
for
programs
the
4. Some
iC.diiliniicJ

of Ihe
jrum I'uge lo)
factors that have a direct
FILM INDEX
hearing on the cost of film are length, type Recent film productions of unusual inter-
of film (black and white or color), number est in business and educational fields
Californiu and Pacific Coast of copies made, size, sound or silent, amateur
or professional photographer, and accessories. Air Travel
The cost of di'veloping 100 feet of I6mm. neg-
Title: "V^inged Horizons." Subject: Scenic ad-
ALLIED FILM EXHIBITORS, Inc.
ative about $2.00. and for the 35mm. size vantages of air travel. Sponsor:
is Transconti-
1963 So. Vermont Avenue, Los Angeles. Cal. nental and Western Airlines. Inc.
$3.00. The developing of titles is about one Comment: A
EXHIBITOBS OP 16MM. INDUSTRIAL AND and one-half cents per foot for the 16mm. and new color-sound motion picture of a trans-
PUBI.IC SEDATIONS FII>MS.
about three cents for the 35mm. size. For a continental stratoliner numerous llighl. with
56 exclianeres serving 250 commuaities In the
Western Trading Area, 16nim. sound film, the actual material cost per scenic stop-overs included. Heing shown to aero

Ragionat
SAN FSANCISCO
Missouri, Central Illinois, Etc.
offieet lOO-foot reel for the filmand development, with club and business men's groups.
• PORTLAND • SEATTLE negative, about $30 for black and white and
is
Automotive Accessories
$-10 for Kodaclirome without negative, while the
Title: "Dealers' Choice." Subject: How Deleo
cost of a 16mm. silent film is approximately $27
— per reel for black and white, and $35 for color.
batteries are made in
Sponsor: Delco-Remy, Inc. Comment: A mo-
two Delco-Remv plants.

These figures do not include the use of record-

tion picture now being shown at annual dealers'
ing equipment or production personnel.
/tn a^ue^ia^ *« ST. LOUIS conventions.
. .
5. Silent films may be produced more cheaply
and the Stales of Misjourl, Illinois, and Arkansas than sound films. \^'hen a silent film is used a Banking

620 N.
^ RAY SWANK
SKINKER BLVD., ST. LOUIS. MISSOURI
commentator can adapt his remarks to the audi-
ence, thus making for flexibility of presentation.
In this way citizens have an opportunity to see
Title:"Song of a City." Sponsor: The Cleve-
land Trust Company. Comment: Premiere
EXPERIENCED COMMERCIAL DISTRIBUTOR showing before F. A. A. meeting in Cleveland.
Also Equipment and hear a representative of their municipal September 9. An all-color sound motion pic-
Rental and Complete 16 mm. Library
government. But the sound film presents a ture depicting the financial life of a typical

Missouri, Kansas. Etc. — more coordinated picture than the silent movie
and can be shown without a commentator. A
city; strongly humanized.

sound movie also moves faster, has more appeal, Newspaper Promotion
Title: "Behind the Headlines." Subject: News-
KANSAS CITY SOUND SERVICE CO. and sustains the interest of the audience. More-
over, the silent film appears to be an anachron- gathering and the mechanical production of a
1818 WYANDOTTE • KANSAS CITY. MO.
ism to audiences that have become accustomed newspaper. Sponsor: The Newark Evening
''^/t^ Hood SluHu Cenie^ 0/ to the sound film. News. Comment: A 26-minute three-reel movie
6. Titles to individual pictures should con- which outlines newsgathering and mechanical
vey some idea as to what to expect in the film. processes and dramatizes the news-handling of

"^^^^AS and WESTERN HALF MIS- In the case of silent films, titles may occupy a major newsstory. Available to schools, busi-
TFRRITflRY
ILlinllUni
'

[^SOURI and ADJOINING TERRITORY ness groups and social clubs in New York and
from .30 to 40 per cent of the total footage.
NOW HANDLING COMMERCIAL FILMS for several Na- Good titling, therefore, may mean the differ- New Jersey.
tional Manufacturers. Personal contact with over 100 roadshow
ence between the failure and success of a film.
operators enables us to give personal supervision. Our mailing Public Utilities
lists over 2,000 Schools and Colleges. Twelve years' experience There should be a specific title to indicate
as Motion Picture Distributors,
Subject: Advantages to consumer of rural elec-
elapsed time when this is essential to the under-
trification. Sponsors: Georgia Power company
standing of the story, and there should also be
and Georgia Agricultural Extension service.
New York, New Jersey, Connecticut — an explanation covering important factors not
shown on the film. Descriptive titles should
Comment: Now available to farm groups
throughout Georgia, perhaps later also to out-
be not more than 30 words in average length
v.«a *
16MM 35MM of-state groups.
&
«M «#«#•*
'"oVo" P'^^^re projection
lervice.iTi
Arrange club, and should contain a single major idea.
school, church showings, supply equipment and operators.
Full responsibility, one-tlnne or long runs in New York 7. Only the 35mm. size can be shown with Tire Industry
New Jersey, and Connecticut. Continuous projection and
sound-slide film service. Have largest local list of the- success in motion picture houses. For that rea- Title: "Golden \ alley." Subject: Transportation
atrical outlets for top quality industrial films.
son alone, films of both the 16mm. and .35mm. of sand and gravel to site of new Shasta dam
KING COLE'S SOUND SERVICE. Inc. sizes are recommended; 16mm. prints can be in California. Sponsor: Goodyear Rubber com-
203 E. 26th ST., NEW YORK CITY LEx. 2-6781 made from 35mm. negatives. pany. Comment: A motion picture for indus-
8. X^lien a city does not own a projector. trial showings.
and when financial limitations prevent the ac-
Ohio, Midwestern States •
Trucking and Transportation
quisition of a machine, rental or loan cameras
Title: "Assembly Lines of Defense." Subject:
may be used. Atlanta and Topeka have found
1,i25,000 it advantageous to show their municipal films Contribution of Chrysler corporation
defense. Sponsor: Chrysler corporation. Com-
to national

with borrowed or rented projectors.

Middle West Rural Residents See Our Progr
Some of the municipal movies are extremely ment: News-reel technique used to portrav pro-

WeJd4f good but many are quite mediocre, slow moving

and uninteresting. They do not compare favor-
duction of wide variety of militarv machines
produced by Chrysler. Linked with detailed
We w
can show YOUR INDUSTRIAL FILM to this
ably with such good documentaries as The Riivr presentation of new Plymouth models to re-

or The Cit\. which show what can be done in the gional dealer groups.

TWYMAN
RATES ON APPLICATION
FILMS. Inc
way of putting life into factual material. ^ hen
municipal
cational
officials

films
develop a better taste in edu-
they will not be satisfied with
Mc^ULf y^
some of the movies they have produced. SOUND SLIDE FILM MACHINES
Editor's Note: Mr. Rowlands, A. M. degree
.\iulitoriuni Mode!
in
SPACE IN THIS DIRECTORY University of Chicago, has taught
political science, 940, Many irilh Iri-purpose projectors
social sciences in high school in Kentucky
For information concerning listings in this
geographical index, address Business Pittsurgh, Pennsylvania: and has been
w-orked
several summers in the county treasurer's office in
in his
;

mm - PICTUREPHONE - SOUND PROJECTS

Screen, 20 North Wacker Drive, Chicago. present position as Collector and -Administrative .As- PRICE: 50% 0R/G;N4L COST
sistant, Downers Grove, 111., since the spring of 19-W.
Rates for service sent on request to re-
This article appeared in Public Management and TOWNSEND NATIONAL RECOVERY PLAN
sponsible projection operators. is reprinted with the special permission of that pub-
450 E. OHIO ST. CHICAGO. ILL.
lication.
 .

^iitke ReeauLremen
1 hoi
MODERN BUSINESS
—^ OFFICE LAYOUTS WITH WINDOWS ON ONE TO EIGHT SIDES
Superb modern office accommodations at Twenty North Wacker Drive combine efficiency
with ideal working conditions for employees and executives. Thousands of spacious windows
assure pleasant daylight illumination and lake-fresh air throughout all floors. Located just
outside the confines of the Loop business area. Twenty North Wacker Drive soars far above
all surrounding buildings, further assuring a maximum of light and air for your office layout.
Whether large or small, there are space accommodations suitable to your needs with moderate
rentals in keeping with the times.

PUBLIC AND PRIVATE DINING ROOMS FOR ALL BUSINESS GROUPS

For employees and e.vecutives, modern restaurant facilities, featuring delicious, yet moderately
priced meals are available at Twenty North Wacker Dri\e. Here, too, the extensive facilities

of t« o completely - equipped club floors offer ideal accommodations for business meetings.
Private dining rooms for luncheon, dinner and banquet arrangements are at the disposal of

resident executives. Luxurious lounges provide a convenient rendez\ous for an hour's relaxa-
tion from the cares of business.

COMPLETELY EQUIPPED THEATRES AND STUDIOS FOR SALES FUNCTIONS

From the unequalled facilities of the world-famous Civic Opera auditorium and the Civic
Theatre, both of which arc IcKated on the ground floor at Twenty North Wacker Drive, to
the modern studios and theatres on tower floors abo\e, there are facilities for every type and
size of meeting, convention or similiar business or entertainment function. For motion picture
pre\ues, radio broadcasts before studio audiences or other uses, there are facilities for
large or small groups.

EXCEPTIONAL SERVICE FACILITIES

^ ithin the building are Chicago's finest
^
J
^^ LOCATION
Located at
AND
the center of
PRESTIGE
all
.

Chicago
vault facilities offering modest rates: business, adjacent to wholesale, financial
other convenient service facilities in- and Loop business and shopping dis-
clude the ultra-modern barber shop, tricts. Twenty North Wacker Drive
valet-tailor, the Opera Bar, cigar and stands at the threshold of Chicago's
candy shops and a modern, moderately- West Side. Within a few minutes walk
priced restaurant. E\erything to meet of principal rail terminals, with motor
your daily office needs without leaving coach, surface lines and rapid transit
the building! coaches at the door.

Address All Inquiries to the Office of the President

Mr. James C. TliuiiipM>ii

AT THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILDING

20 NORTH WACKER DRIVE

 .

As American industry, schools, and government agencies turn to the

unequalled power of the film medium for training and informational
purposes, DeVry 16mm and 35nim sound projectors, cameras, and other
precision-built equipment has become the accepted choice for performance 400— 35MM
quality and dependable operation. On powerful new fighting ships of our PROJECTORS TO NAVY
expanded Navy, in the Army and —on the —
home front in key manufac- Chosen after rigorous tests to as-
sure unfailing, dependable perform-
turing plants and schools, DeVry is meeting the challenge of defense! ance under grueling conditions of
sea and land duty, over 400 DeVry
35inin sound projectors are being
installed on ships and bases of
Uncle Sam's newly-expanded Navy.

tic» '''^'ns. p " your „.

^°^ tine
^
°n thir ^or

9n tUe. AVi . .
,y "-^n/ng •
anw^*" •"dustr^' ""^^ '"»

An important contribution to the national defense •"J^-to-oper '"^ "^^Oiera "« .l-^ "Cher
„
program is being made by this sturdy DeVry camera
unit installed in the flight recorder equipment used by
the Douglas Aircraft Company of EI Scgundo, Cali-
fornia. The camera-recorder assembly has become a
standard part of flight-test equipment and has done
much to decrease the burden on flight test personnel.

devry serves two armies IN THE SCHOOL. FACTORY OR IN THE FIELD

The U. S. Military Academy (West Point). Camp Holabird (Md.) Army GET DeVRY 16MM THEATRE QUALITY PROJECTION
Transport School. Aberdeen Proving Ground. Forts Sill. Riley, and Hum-
phreys and other Army outposts are DeVry equipped. Serving the For all-important showings of educational-vocational training,
army of defense workers at home. DeVr>' industrial projector installations public and industrial relations films and all other school and De Irv Q12
include Caterpillar Tractor, International Harvester, Ford. Firestone. business uses —specify DeVry 16tnm theatre-quality Inter- /6UU Sound
Allis-Chalmers. and many other leading defense producers.
preter or Q-12 series sound film projectors —
and you'll Projector

get theHNEST IN SHOWMANSHIP!

Day and Night for Defense!

DeVr>' production of projectors and other
precision motion picture equipment for
defense as well as domestic and export
requirements is on all-out. day and night
schedule I 28 years of experience make
it possible for DeVry craftsmen to meet
the challenge of increased demand with
the same unfailing standards of perfection.

^^.. i(
^MITAGE AVE. Cable: HERMDEVUY CH
DUtributort in Principal C.ilie$ of I he World

Chicago ollywoo
 MAGAZINE COMMERCIAL N A L

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T- L
f

'^
4/ V-.
* V * , I g»UOO< 01.81

«vl

|kC.d'Or»n93
1*"

fcNf BI A

4ar

•'Sc^,
'»'*« M*7
Guajraq -S**
Cd» '

Turrm
Pfa Panflal

Awl /.'
*.;!/*>;'fi*/rfla

k^'"

Trop iC of Capricorn

^
MS SERVE THE A
T PICTURES INFORM THE PUBLIC; SPEED DEFENSE TRAINING
c L e CENTS
m '
"i tiVar
nijiigiii
 CONSTANT
VIGILANCE
RIGID laboratory control, with critical

tests all along the way, sees to it that

every foot of Eastman negative film

contributes its full quota of high quality

and unvarying uniformity. Eastman

Kodak Company, Rochester, N. Y.

J. E. BRULATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLMS-X SLTPER-XX
for general studio use when liitle tight is available

BACKGROr^D-X
for baehgrounds and general exterior worh

EASTMAN NEGATIVE FILMS

 !

AMERICA NEEDS VISUAL EDUCATION: YOU

CAN HELP PRESERVE IT BY TELLING OF
rrS VALUE TO YOU AND HOW IT CAN
BE USED TO AID IN NATIONAL DEFENSE!

Oil Page 6 of this issue of Businegu Screen appears an editorial

stating the case for Visual Education and its place in the National
Defense Program.

Your own written testimony on the value of Visual Aids in Educa-

tion. Training, and its many other vahiable uses will help preserve
and extend the use of this powerful medium in the interests of
National Defense and protect tlie continued supply of equipment
and other materials essential to the maintenance of your oicn film
If YOU wanl prool program
Plans gel lesulls

American Car Write at once, simply stating your own appreciation of the value
American Viscos
of Visual Aids (motion pictures and slidefilms. etc.). how they are
The Bales Manuiac
Wallace Barne being used, and how you think they can be applied to aid Civilian
Black & Decker Manu
Cadillac ]
Defense. \'ocational Training or any of the manifold uses which
Calco Chemical (

can aid America so greatly in this hour of national emergency!

S. H. Camp &
ClueJl,Peabody &
Diclaphone C Write at once, c/o O. H. Coelln. Editor. Business Screen Magazine.
E. I. duPont d
Eberhard Fabe 20 North Wacker Drive. Chicago, Illinois. Letters containing use-
Elhyl Gasol
Godfrey L. C
ful suggestions and testimony will be published and later forwarded
The B. F. Goodr to those concerned with this problem in Washington.
Harl Schaffn
Jenkins
Johns-Manville
O. H. Coelln, Editor, Business Screen
Kenwooc
Mohawk Carp
Nalional Biscu
Nalional Leac
Pepsi-Cc
Socony -Vacuum O
Swifl & O
Talon,
The Texas <

our many years' experience suggest how they may

OR ANY OTHER CARAVEL
contribute to the solving of your long-range prob-
lems? A letter entails no obligation— and it may prove
very well worth while.

CARAVEL FILMS INCORPORATED

New Tork • 730 Fifth Avenue • Tel. Circle 7-6112
 CONSTANT
VIGILANCE
RIGID laboratory control, with critical

tests all along the way, sees to it that

every foot of Eastman negative film

contributes its full quota of high quality

and unvarying uniformity. Eastman

Kodak Companv, Rochester, N. Y.

J. E. BRl LATOUR, INC., Distributors

Fort Lee Chicago Hollywood

PLIJS-X SIJPER-XX
for general studio use trhen UUle tight is available

BACKGROUXD-X
for backgrounds and general exterior itorh

EASTMAN NEGATIVE FILMS

 .

To Business Executives
with the courage to plan
THREE YEARS AHEAD

REGARDLESS of the extent to which your company-

is occupied with work for national defense, it is

surely the part of wisdom to start planning for what

If you want proof If\al Caravel may happen one year, two years, even three years
Plans get results, check with
from now . .

American Can Company While we are devoting part of our efforts to pro-
American Viscose Corporation moting and producing vocational training films to
The Bales Manufacturing Company
Wallace Barnes Company
speed defense, we are also helping a number of
Black &
Decker Manufacturing Company large business organizations prepare for all-out com-
Cadillac Motors petition in the years ahead
Calco Chemical Company, Inc.
S. H. Camp & Company
—By devising long-range tiaining programs, to
Cluett, Peabody & Company, Inc. keep far-flung sales and dealer organizations
Dictaphone Corporation ready to do a top-flight selling job whenever the
E. I. duPont de Nemours signal flashes.
Eberhard Faber Pencil Co.
Ethyl Gasoline Corp.
—By promoting long-range educational pro-
Godfrey L. Cabot, Inc. grams, to create a better understanding on the
The B. F. Goodrich Company part of high school and college students (and
Hart Schaffner & Marx
Jenkins Bros.
many benefits which come
their parents) of the

Johns-Manville Corporation them as a result of the specific services of

to
Kenwood Mills American business institutions.
Mohawk Carpel Mills, Inc. Both of these programs are designed to meet prob-
National Biscuit Company
National Lead Company
lems that are bound to become increasingly perplex-
Pepsi-Cola Co. ing; and since they cannot be escaped, it is surely
Socony-Vacuum Oil Company, Inc. good judgment to anticipate them with a plan that
Swift & Company
can be quickly adapted to each changing situation.
Talon, Inc.
The Texas Company May we tell you more about these plans— and from
our many years' experience suggest how they may
OR ANY OTHER CARAVEL CLIENT
contribute to the solving of your long-range prob-
lems? A letter entails no obligation— and it may prove
very well worth while.

CARAVEL FILMS INC ORPOR AXED

New York • 730 Fiith Avenue • Tel. Circle 7-6112
 PRODUCTS AND PERSONALITIES
• Joining his .name with the ten found in multiplane sets for each
leading figures in the development picture. For instance, in one

A Weapon of Defense of the motion picture.

of Motion Picture
The Society
Engineers has
frame, a Birds Eye advertisement
is pictured of a roast turkey; to in-
placed the late Mr. Herman A. De- ject interest copy ad
into this flat

That is Vital to America! \ ry upon its

neers and has so notified

roll of famous pio-
members
it was photographed witha man's
hands, holding a carving knife and
of Mr. DeVry's family and officials fork and about to carve the turkey.
of the DeVry Corporation, projec- The humorous touch is heightened
K~f|HIS IS THE WEAPON that appears on llie
tor manufacturing concern of which all more, of course, by the
the
^^ Critical List of supplies reisarded as essential he was president and founder. three-dimensional effect.
Mr. DeVry's name is linked with
by the United Stales Army and Navy. It is being used Use New SVE Projectors
that of Thomas A. Edison and
Such productions as the Bird's
in every training center and on every ship and at every other celebrated pioneers in the
Eye Series are projected on a spe-
listing which now appears each cial slide projector, such as SVE's
base of both arms of the service.
month on the back cover of the
model SA. while the audience is
Society's Journal. He is the first
provided with Polaroid viewers.
In Nazi Germany educational institutions are
Chicagoan and. in fact, the first
The Simmons series, depicting the
equipped four-to-one over owti school installations. man outside the East to receive
Beautyrest mattress, was used in
this acknowledgment of his count-
this way. and also was made into
In the hands of the Nazi diplomatic corps, this weapon
less contributions to the arts and Kodachrome strip film for use on
was an acknowledged force in the preliminary conquest science of the picture industry.
Tru-\ ue viewers.
of Norway and later of the Balkans and a powerful Slides in Natural Color Now AT Reasonable Cost
Color Illustrations. Inc.. is one Kodachrome three dimensional
factor in neutralizing Turkey.
of the many concerns doing much slides and slidefilms have received
excellent work in the new field of much acclaim from audiences who
In England it has been a vital factor in the upholding
three dimensional slides and slide- have seen this type of production,
of national morale and in the speeding of civilian films in full natural color. Re- and from sponsors who have taken
cently turned out by this studio are of its lifelike presentation of their
training. Under government sponsorship it is being
two productions prepared through product, but until recently the cost
used in every hamlet and community throughout the Young & Rubicam for their clients. angle has caused considerable reti-
Birds Eye Frosted Foods and the cence on the part of prospective
British Isles every day of the year. In the diplomatic
Simmons Company. sponsors in adapting it to their
pouches of her able envoys, it is carrying the proof needs. But now most responsible
Three Dimensional Effects
of Britain's stout heart and indomitable courage^ build- producers are equipped to produce
For Birds Eye a series of 22 three
fine quality three dimensional work,
ing goodwill, holding tradelines in South America and dimensional slides illustrating the
and processing charges are much
company's advertising plans has
throughout the yet-peaceful portions of the world, less than formerly was true.
been devised. As the subject mat-
including our own country. ter was flat copy, considerable in- Speclal Devices Developed
genuity was necessar)' to make Harold Sandak and Palmer
what otherwise might seem to be Shannon of Color Illustrations
Again, in the United States it is being groomed as
very ordinary pictures into some- have done much to forward the in-
one of the most potent weapons in our Latin-American thing to easily hold the attention creased use of three dimensional

goodwill campaign. Meanwhile it is also to serve the

of the audience, which in this case color slides. By the use of special
consisted of sales executives and devices of their own invention they
LTnited States Office of Education in its appointed task managers of the company gathered are able to offer top quality color
of vitally important vocational training of workers at conventions. The solution was duplicating work at reasonable cost.

needed in the defense industries.

Quietly, day and evening, it brings important news

BUSINESS SCREEN'S NEW E9UIPMENT MART
Just announced as a special • iSeumade Standard all steel
and new ideas, better methods and essential explana-
feature for tlie guidance of buy- cabinets are being used contin-
tions to workers, salesmen, dealers, students, farmers ers in the field of \isual equip- uously in many important gov-
ment and accessories is a month-
and government workers throughout the land. ernment departments for the
ly feature, the new Bl'SI.ness
protection of valuable official
SCREEN EQUIPMENT MART, which
What is this powerful weapon? America invented it,
will contain listings of sources
films . . . Important of course.

perfected it, and has shown more ingenuity in its use of supply and items about out- Important too. for industry
standing products. First of these (o protect costly sales and
than any other nation in the world. And now one of
to be featured is the Neumade
its

training promotion films. Neu-

this nation's most potent weapons is the film projector. Prn,!:!. ;- r,,ip,of NewYorkCitv.
made steel cabinets as-
"3 sure fresh films in per-
We need it.
fect condition for

O. H. COELLN, instant screening.

Editor: Business Screen Available at Neumade

Products Corp.. 427 W.
November 5, 1941 i2d St.. .Veil- York City.

BuainesH Sereen
 SWEUmnRELBUTISlTASEUPIETm?
It takes more than a camera to make a successful ideas. Be sure they're sell pictures as well as swell
commercial or industrial motion picture. pictures. Consult Castle Films without obligation.
It takes adierlising and selling "savvy", as well as
the "knou- how" of putting action and dialogue on film. -SOME OF AMERICA'S LEADING INDUSTRIES FOR WHOM—
Castle has this specialized knowledge. — Knowledge CASTLE MAKES AND DISTRIBUTES FILMS:
accumulated in 26 years of making and distributing Procter & Gamble . . . E. I. du Pont de Nemours Company
(Finishes Division) ... California Fruit Growers Exrhange
films.
. Pennsylvania Railroad . . Southern Pacific Railroad
. . .

That's one reason why leading manufacturers and . Carrier Engineering Corporation . .
. . Pabst Brewing .

organizations have chosen Castle Films to make and Company Sealright Corporation . . Aetna Casually &
. . . .

Surety Company Sprecklf> Sugar Company Lily

distribute their pictures. . . . . . .

Mills Company . . .The Fuller Brush Company Lenox

Make motion pictures a potent sales force for your Pottery.
. . .

organization! Use them to move merchandise . . . and

asruMmsMOVIES. . . C/ISniGlTSMiMSaNf
M aJ-l
RCA BLDG NEW YORK RCA BLDG NEW YORK
FIELD BLDG
RUSS BLDG. .
CHICAGO
SAN FRANCISCO CASTIE FILMS FIELD

RUSS BLDG.
BLDG
.
CHICAGO
SAN FRANCISCO

\
Xumber Eight • 1911
 FILM FORUM
iContinueil jrom I'u^.- Four) Edch month Business Screen publishes an aiKv our picture program we also
From point oulside Rocking-
interesting letter from a typical reader include sport, travel, or recreation-
a
ham. N. C, the operator of one of al films. Group reaction is very
the units reported: '"They watched
favorable to this type of set up.

this one in a pouring rain. Thomas To llie Editor, each meeting. Our equipment in- During our study of time and
Screen Magazine
llusinc'ss cludes a very fine 16mm. sound motion economy, along with our
Jenks, U. S. 0. field worker, was :

amazed men stand for

During the past two years we motion picture projector and an lecturer,we used sound motion pic-
to sec these
two hours in rain sec a
have incorporated films in many experienced operator. tures which clearly depicted basic
the to
movie." The 350 men who en- of our Foreman Club meetings. We For a picture program we select arm and leg movements, variations
find these sound motion pictures several films that are more or less that might he adapted, and .scien-
dured the downpour to see the film
show had spent the day maneuver- definitely stimulate club interest, related and have definite appeal to tific arrangement of materials,

ing in the rain. provoke discussions regarding man- the club members. We have a tools, etc.. before an operator. \^'e
ufacturing methods used elsewhere, rather large list of films available are convinced visual instruction is
Other reports from operators of
the mobile units tell interesting
factory operations, supervision and from many industries showing man- superior to text books or lectures

stories of the conditions under

management, and enable us to ufacturing processes, assembly only, and performs the greatest
which the shows are presented and adapt some of these procedures to lines, etc. For example, we might good in supplementing other forms
our system. select films for one particular meet- of instruction.
of tlie way in which they are re-
ceived by the men. Our yearly program is designed ing showing proper use of spray .At the present time we have en-

One. sent from Alexandria. La., so that every third meeting is de- guns, lacquer and protective coat- gaged a series of sound slidefilms
said the men were "very apprecia-
voted to motion pictures, unless, ing applications, fabricating plas- dealing with factory management
of course, we are conducting a se- tics, or again, automatic screw- ma- and its attendant problems. Fol-
tive, due to the fact we were work-
ries of lecture-pictures on some chine operation as we have depart- lowing each picture a club mem-
ing under fire all during the picture.
phase of manufacturing, supervi- ments that specialize in these vari- ber presents a lecture-discussion of
This is really roughing it. but a
great experience. They told me in sion, etc. Then we use pictures for ous operations. To properly bal- points brought out in the film as

the camp that I was a casualty: had they may be adapted to our manu-
facturing of pens, pencils, desk
been fired on going through the
lines." SPDT 1««»^*
sets.

sible
Skrip. etc.
we will
It is also quite pos-
secure shortly, sev-
from Alexandria: "I am
Also
working under fire and may be
sVnS "1^ BoOm eral films showing correct opera-
bombed any minute or captured." — tion of the newest types of auto-

'"The major reported the morale VI i\\

be matic milling machines, lathes,
rt presses, etc.
before we arrived very low." wrote
another U. S. 0. automotive opera- but .«» '^"'"- \^e have enjoyed very fine co-
operation with all industries con-
tor from Olla. Okla. "^^Tien we
left, everyone was singing and
i";«i tacted for loan of their films and
laughing."
we are indeed grateful for their

From assistance. Quite often these indus-

a spot eight miles west of
Lake Charles. La.: "A grand group
tries who loan us films will sub-
mit a preview of the pictures to
of boys, who assisted the automovie
be shown, or mats that are suitable
in every way possible, such as cut-
for publication in the local news-
ting off tree limbs for clear vision.
as this showing was right in the
paper. Pamphlets may also pre-
cede a picture explaining what we
swamps."
might expect and every efi"ort is
The mobile film unit, carrying a
self-contained projector and sound
made to provide a successful pro-

system, consists of a large trailer-

gram.

type truck. The rear section, con-

It would seem more industries
should avail themselves of this
taining the screen, can be raised
above the level of the truck top. so
method of placing their products
as many as 3.500 men can watch and the processes that are involved
a showing while seated on a flat in producing their merchandise, be-
stretch of ground. The sound fore large groups. One cannot help
equipment can be used as a public being influenced toward purchasing

connection products whose manufacture he has

address system or in
with a phonograph or radio.
viewed on film, and which usually
In \^ infield. La., the streets inute Movies present "BOOMTOWN", U. S. A. — (cities
involve displays of modern, effi-
cient plant equipment, material
were so crowded by the sudden in- ^hose industrial payrolls have mushroomed because of
flux of maneuvering troops that the National Defense Contracts) — currently the biggest Box Office Attraction for
control, trained worker.s.
as the constant research being car-
as well

commanding officer and the Mayor advertisers. Through Minute Movies you con reach vast audiences of workers
asked the U. S. 0. representative and their families with your advertisement (presented in Sight, Action and Sound) ried forward. More pictures of this

to bring an automovie into town as part of the regular show. No pages to skip no dial to turn a product — — type would also answer the needs
of groups such as ours, schools,
and give a show in the ballpark. demonstration that tells your entire story from start to finish. Akron, Detroit, Los
"The idea was to relieve the con- Angeles — in fact you'll find Minute Coverage Availability parallels locations civic organizations, etc.

gestion in town," wrote the opera- and noborhoods of these Boomtown workers. Reach them at a basic cost of If ayne M. Biklen,
tor: an attendance of 4.000 indi- $3.00 per thousand reader-hearers. Secy.. Foreman Club.
cates how well the idea worked.
U. .4. Sheaffer Fen Co.
From almost every point, reports GENERAL SCREEN ADVERTISING, INC. Editor's Note: In America's
come from the mobile movie op- Wrigley BIdg. Chicago workshops, a rising appreciation of
erators that "the commanding offi- the value of the film medium for
National Sales Kepresenfatives:
cer wants us to come back as soon MACY 8, KIANER employee entertainment and educa-
and often as possible" and thai Wrigley BIdg., Chicago tion is noted. Other company ex-
"the chaplain says this is the finest JAM HANDY THEATER SERVICE, INC. periences will be appreciated by
19 W. 44th St., New York City • Gen. Motors BIdg., Detroit, Mich.
department: address Film
morale builder yet devised for the this

men in the field." FoRiM. c o BisiNESs Screen.

Bu»iiteMM Screen
 DA-LITE AGAIN
FIRST IN

m GLASS -BEADED
Sales Management

1941 Survey

DwrE SCREENS
Sales Manaeenient's Oc-
tober 10th report on lead-
ing bu^*ine^s films of 1940-
41 shows that of 29 com-
panies giving makes of
(Reg, L, 5 P..; Otf.i
sereens used. 27 list only
Da-Lite.
Whether you use motion pictures and sliclefilnis for
Partial List of
training; men
for defense johs or for sales promotion
Prominent Usen
or improvement of dealer relations^ the success or ef-
Armour and Co.
fectiveness of your visual projrram depends largely on
Continental Oil Co.
your screens. For sharp definition^ tnaximuni bril-
liance^ and true re produetion of colors in color 61m The Cleveland Tractor Co.

or gradations of tone in black-and-white pictures, ex- The Mercury Corp.

perienced film users rely on Da-Lite Glass-Beaded Lion Oil Refining Co.
Screens. The Da-Lite beaded surface is the most effi- United Wallpaper Factories,
Inc.
cient for all average projection requirements. Da-Lite
makes white, silver and beaded screens, but recommends The Firestone Tire & Rubber
Co.
the beaded surface for all except unusual conditions.
International Harvester Co.
32 years of leadership in screen manufacture have
Nash Motors Division, Nash
made Da-Lite Screens first choice of critical buyers. Kelvinator Corp.
.\sk your producer about Da-Lite equipment. Write
General Mills. Inc.
Dept. IIB for literature.
Illinois Central System

DA-LITE ELECTROL Smith Brothers Mfg. Co.

HANGING SCREEN H. J. Heini Co.

For plant auditoriums, General Electric X-Ray Corp.

For Traveling "Shows"
lor company training pro- Deere & Co.
Use the DA-LITE CHALLENGER grams, and for entertain- Savings Banks Assn. of New
This compact, portable screen, with the glass- ment, where pictures are Hampshire

beaded fabric, metal case, and tripod all in one to be shown to large Kelvinator Division. Nash Kel-
gri'ups. the electrically' vinator Corp.
unit, is ideal for presentations to jobbers and
dealers throughout the country and for em- nperated ELECTROL York Ice Machinery Corp.
ployee-training classes throughout your plant. offers utmost convenience The Toledo Steel Products Co.
It can 6** quickly set up anywhere, yet folds and long life. It is the Minneapolis-Moline Power
compactl}" for easy carrying. It is the only only truly automatic Implement Co.
screen tcith square tubing in the tripod center screen ever built for non- The Crosley Corp.
riu- J, •ccn jahric. roller mounttmi, mo-
rod and in the extension support. Its sturdier
tor and year drive are housed in one
theatrical showings. Sizes
The Perfect Circle Co.
construction assures unequalled rigidity for cojnf>act unit which can he quickly in- up to 20' X 20', Write
Chrysler Division, Chrysler
supporting even the larger screens up to and stalled i\n classroom or auditorium. for details.
Corp.
including 52" x 72". The handle is mounted
Fofd Motor Co.
on a special bracket that encompasses the case DA-LITE MODEL B
(but not on the thin metal of the case). The Great Northern Railway Co.
HANGING SCREEN
Challenger is the nnly screen tchich can be General Electric Appliance
adjusted in height merely by releasing a For semi-permaiui Co.
^pring latch and raising the extension support. installations, the I ' The Pure Oil Co.
12 sizes from 30" x 40" up to and including Lite Model B spriii:: Youngs+own Pressed Steel, Di-
70" x 94". From $12.50* up.
operated screen offers
vision of Mullins Mfg. Corp.

Plymouth Division, Chrysler

great cttnrenience at
Corp.
DA-LITE REPLACEMENT FABRICS moderate cast. The J. I. Case Co.
your screen surfaces have become soiled
It screen fabric is mount- Charles P. Cochrane Co.
or damaged ask your supplier about Da-Lite ed in a protective Oldsmobile Division, General
rcplaccTpcnt fabrics. For Da-Lite Screens there
metal case and is Motors Sales Corp.
is no additional labor charge for mounting.
available in 13 sizes The Todd Co.. Inc.
Make your screen new again with a Da-Lite
Glass- Beaded Replacement Fabric. Available including square sizes. Michigan State Board of Con-
from Prrrf and Company'* mntion trol for Vocational Education
for all standard sizes of screen surfaces. From $6.50* up. "Mclodfi Comen to Toirn," nkoicn on (

[>a-Litc Modct B acrtrn.

•
f'liri.t HliiiUthi htiihrr on thi f'arinr Cinjst.

THE DA-LITE SCREEN COMPANY. INC.

27Z3 NORTH CRAWFORD AVENUE • • CHICAGO, ILLINOIS

\ umber Eight l»tl 9

 PUT YOUR BUSINESS FILMS IN THE HANDS OF A

Circulation Manager
This is a fight talk— straight from our shoulder to all EXPERIENCE: 204,898 showings of sponsored films . . .

executives with business pictures and audience-problems. to the right kinds of people.

It's about the diflference between crowti-sho-wing and SET-UP: Operators and equipment established in every
^ro«/?-showing. major U. S. market, with easy access to secondary markets.
Any barker with a megaphone can shout together a ABILITY: To show your film to the people most interested
crowd. Your film, like all advertising, needs a selected in it. (From Soup-tasters to Nut and Bolt buyers.)
group. Cost-per-customer makes it so. SALARY DESIRED: Between and Vz cent a head per
1/20

Magazines and newspapers know this, so they have minute, depending upon the degree of selectivity you
Managers to build a specific kind of audience
Circulation require.
for the advertiser. DO WE GET THE JOB?
That's the job we want from you: Make Modern Talking Find out exactly how this top CIRCULATION MAN-
Picture Service the Circulation Manager for AGER for business films can deliver you the
your business films. Consider, dear sir, our audience your picture needs. Call Circle 6-09 10
qualifications: or write us now.

MODERN TALKING PICTURE SERVICE, INC.

CIRCULATION MANAGERS FOR BUSINESS FILMS • 9 Rockefeller Plaza, New York, N. Y.

MB Bu»inv>tH Srreen
REACHING DEFENSE MARKETS VIA THE SCREEN
• The concentration of indus- Some of these new defense pro- newspapers or local screen show- Buy Durable Goods
trial production for defence in ap- duction centers are creating new ings. Of these, a "best bet" as After a very few desires for
proximately one hundred American towns. At \^ilmington. Illinois, proven by actual case records of luxuries have been satisfied, these
cities has created a marketing situ- the new government powder load- attendance and available locations defense-prospering customers seem
ation which calls immediate atten- ing plant is a typical new popu- and because of its natural advant- to be buying long-lasting goods and
tion to the advantages of the screen lation center. Nearby Joliet. Kan- ages of sight and .sound selling, is permanent things such as housing,
medium. Not only is a huge por- kakee and the not far distant Chi- medium.
the screen clothing, appliances and other ar-
tion of the increased spending cago amusement places have fell Even before new tlieatres could ticles which the .American house-
power of the country concentrated the impetus of this spending. In spring up to meet the insatiable wife considers as necessities of
in these areas but it is the kind of other centers, new retail estaldish- desire for film entertainment, audi- modern living. They are buying
audience which may be best reach- nients are beingopened and others ences gathered in open fields to insurance and thrift programs. And
ed via the screen, in groups and in have had their business trebled. \iatch roadshow projected programs one thing wortli remembering is
the local theatres. Centers like Akron, Detroit and of entertainment films. that they are establishing new
Amusement Spending Increases Pittsburgh and the New- England Because of the newly-created habits and tastes since many of
on cities boasting precision machine production boom, many other fac- them are entering the buying mar-
The thirst for entertainment
manufacture were bound to feel the tors |)oint to the screen medium. kets for the first time after many
the part of these workers is already
greatest impetus of the defense era. Much of the population in these years of reduced incomes.
evidenced by the reports of tre-

mendously increased spending for Their booms are made of solid areas is migratory, there are few- Straight advertising messages
amusements, recreation, travel, etc. stuflf for the contracts are at least loyalties or habits which the ad- will fall on fertile ground and film
over the past summer months. The of several years duration. \^liile vertiser may count upon in select- material the product trans-
with
amusement world, according to one centers like Detroit may suffer tem- ing media. But the one common lated in linng images of the
the

financial paper* says that the porary setbacks due to rationing of denominator for all is entertain- screen has a tremendous advantage.

Fourth of July touched off the usual line.«. such as automobiles, —

ment as witness the sharp upturn Because of the concentration of
spending explosion. So sharp and increased defense production will in amusement revenues for each these audiences they may be reach-
sudden was the spurt that it was soon take up the slack. area. Another is the natural tend- ed with greater economy than ever
dismissed as a flash in the pan. What .Mediim For .Advertising? ency of .Americans toward group before and with a minimum of
But succeeding summer weeks, Many kinds of media are avail- activities. Churches, social clubs waste. brought directly
Pictures
generally dedicated to fresh air and able to the advertiser looking to- and such community activities as to communities or into the
their

sunburn, continued to pile up cash ward these surefire markets. Cer- parent-teacher organizations spring nearest center where such facilities
in theatre box book and
offices, tainly the trend calls for concentra- up quickly and in many of these exist will find the exact kind of
liquor stores, railroad, bus and air- tion of power upon the markets areas, the labor unions provide both audience without difficulty. Copy
line ticket offices. themselves, which, in turn, calls for educational and social activities may therefore be direct and result-
local media such as spot radio, the for newly enlarged memberships. { Please turn to the next page)
*\Vatt Strett Journal, September 10. 1941.

IVumber Eight • 1941 II

{Continued from prerioiis pafir\ cently heen proven one of the most in use. (!osts of production are not army camps were not high-spot
ful because it will prelly generally acceptable salesmen on the screen. very high and a great deal of the markets. But they're booming again
fall upon ears eager to listen and Other familiar techni(|ues include budget may therefore be directly this fall and for the advertiser with
to see the message on the screen. the "news-report" style, diagram- expended on tile actual circulation a product or public relations ob-
The technical advantage of the matic animation explaining operat- in the field. jective that can lake the soldier's

screen permits wide latitude of crea- ing advantages for mechanical sub- During the summer period, when special problems and limitations of
tive interpretation. For instance, jects, and the short dramatic skit resident draftees were away on ma- budget into consideration. the
cartoon animation in color has re- in uliich llu> product is introduced neuvers, the towns near the larger (Please turn to Page 24)

A SURVEY OF SCREEN ADVERTISING OUTLETS IN KEY DEFENSE MARKET AREAS

Art-tis affected by prime contract awards and project orders up to April 30. 1941 firouped accordiiuj to federal Reserve
Districts. Contract figures as released by the Office of Production. Manaiienient and estimated resulting purchasing poiver
as computed by the staff of Dun's Rei'icu*. Available theatre outlets and average iceekly attendance as tabulated from the
records of General Screen Advertising, Inc., national screen advertising distributor.
E$li. RetniUiag
Total l'ilrclia«inK
Contracts Power Per
atid Orders Capita .\valla)>le
l.idil onoi Pullars Tlieatres

BOSTON DISTRICT
Boston. Mass 739.969 180
Hartford. Conn 248.772 317
Manchester. N. H. ..._ „ 5.558 16
New Haven. Waterbui^. Conn... 48.142 45 13
New London. Conn 164.009 893 3
Newport. R. I. .—_ 28.053 522
Pittsfield. Mass _
.- _ _ 3.529 12
Portland. Bath. Me. __ 171.738 622 12
Portsmouth. N. H 30.970 507 3
Providence. R. I. : Fall River.
New Bedford. Mass 29.724 23
11. Springfield. Holyoke. Mass 17.692 13
12. Worcester. Mass 26.840
Rest of District „_ 73.595
Total— Boston District 1.588.591
NEW YORK DISTRICT
Albany. Schenectatly. Troy. N. Y 140.369
Binghamton, N. Y _ 7.821
Bridgeport. Conn _ _ 114.064
Buffalo.N. y _ 177.618
Dover, N. J. . 80.326
Nassau County. N. Y 128.190
Newark. Jersey City, N. J 793,872
New York City' 547.573
Rochester, N. Y 58.231
Syracuse, N. Y. 21.012
Utica. N. Y _ _ 54.238
Rest of District 71,022
Total— New York District... 2.194.336
'Includes Manhattan, Broitx, Brooklyn, Long Island, Staten I:

PHILADELPHIA DISTRICT
Allentown. Bethlehem. Pa 30.273
Bloomsburg. Pa. - 61.147
Camden. N. J _ 516.282
Philadelphia, Pa. 620.249
Reading, Pa, 8.694
Scranton, Wilkes-Barre „ 6,821
Trenton. N. J. _ 7,441
Wilmington, Del 5,720
Williamsport. Pa. 16,672
York, Harrisburg. Lancaster, Pa.... 29.507
Rest of District ~ _ 15.903
Totol— Philadelphia District 1.318.709
CLEVELAND DISTRICT
Akron. Ohio . 20.508 29
Canton, Ohio - 25.752 49
Cincinnati, Ohio 38.338 20
Cleveland, Ohio 182.524 73
Columbus, Ohio 5,846 6
Dayton, Ohio — 56 13
Erie. Pa. 5,149 12 7
Pittsburgh. Pa. „ _ 77,962 18 27
Ravenna, Ohio 80.371 719
Springfield. Ohio _ 4,527 20
Toledo. Ohio 15.135 19
Wheeling, W. Va - 8.784 9
Youngstown. Ohio ..._ — 20.930 le
Rest of District - - 47.673
Total— CIcvelantI District 571,176
RICHMOND DISTRICT
Alexandria. Va _ - 134.119 170
Baltimore. Md. ....- - 294.316
Charleston, S. -..- 55,865
Charleston. W. Va _ ~ 53.981
Indian Head. Md. 13.552
Norfolk. Newport News, Va — 637.285
Radford. Pulaski. Va - 83.484
Richinond. Va 2.063
Rest of District 204.602
Total— Richmonti District 1.379.267
POST-WAR PLANNING SHOULD BEGIN NOW
• On the production side, in- far greater threat to our economic brought in the orders was the Those long familiar with products
dustry has dedicated itself to the well-being in their reactions. The breadwinner of industry. and their operation are easily con-
swift fulfillment of the nation's de- price of defense must first be paid verted to useful tasks closely align-
fense requirements. The wholesale and markets quickly restored so Keep Dealers and Salesmen ed immediate defense prob-
with
conversion of production facilities that our industrial capacity is fully Realizing this, business is first lems. Dealers and their staffs are
and manpower to the needs of de- utilized and widespread unemploy- devoting itself to keeping intact ex- also being trained for service and
fense and the curtailment of regu- ment averted. In such an era the isting dealer structures. Salesmen, maintenance tasks, as witness the
lar lines is evidence that industry role of the salesman will once their routine of business-getting automobile industry.
has dedicated itself for all-out effort again be that of the dark days of interrupted by defense, are turning
to the great task at hand. depression — when the man who to production and service work. I.NTENSIVE TraIM.NC NoW
But the biggest task of all is the
Nations Mlst Plan Ahead
But as nations plan for objectives ^ilnU ^e^'t^e lAe tjdfne^ica^ continuous training up of today's
selling force for the trebled re-
to be realized as a result of the There is a suggestion of an '"axis" similar subjects are telling our sponsibilities tomorrow.
of \^ ith
struggle in which we are all en- in the photo-montage which appears neighbors to the south about the all but the best men weeded out.
gaged, so business must swiftly and on the cover of this current num- people and resources of this nation. many organizations are putting in
realistically plan for the period of ber of Business Screen. If it is The problem of getting suitable overtime on the instruction and de-
post-war marketing and distribution there perhaps it ought to be entitled film subjects prepared is a tre- velopment of the men in whose
which is to come. Machines and "'the axis of the western hemi- mendous one and then a workable hands the economic destiny of
men, buildings and facilities, ex- sphere" and it is no mere coinci- plan for getting them shown must .America may soon be thrust. .Mo-
panded beyond all comparison with dence that a film reel symbolizes be developed. Here, again, the tion picture and slidefilm instruc-
\^ orld \^ ar I and working on spe- the good-will program with w'hich humble 16mm projector will serve tional methods are being applied
cialized defense orders will face a the Rockefeller Committee is now a great and all-important cause in with effectiveness. The problem of
period of rapidly declining prodc- engaged. Kenneth MacGowan. head the interests of the national defense insufficient knowledge on the part
tion when peace is The un-
made. of the non-theatrical motion picture program wliich it is also serving in of the man selling —
one of the de-
predictable adversary, grown strong division of the Office of the Coordi- the fields of army and navy train- served criticisms of the consumer
and tremendous in power and in nator of Inter-American Affairs, be- ing, vocational defense work train- education movement — will be am-
easy conquest may just as suddenly lieves that this must be a two-way ing, recruiting, morale, rural edu- ply met by these intensive training
crack wide open. job. with films about Latin-America cation and government information. periods — beginning now . \ isual
The obligations of peace carry a showing in the United States while —0. c. aids will help us do the job better.

r "*

li
» \4jL__

f.:
^^,••

*Wr

WHEN IT'S PREVUE TIME a new film produc-

tion has at long last reached the screen. Tense
moments as sponsor and production staff watch
their efforts unfold on the screen for the first
time after months of preparation. Prevue scene
rn Lono Island studios of Audio Productions. Inc.
 INDUSTRY IN DEFENSE
HARVESTER FILMS THE MARINES
These subjects will also be avail-
able to schools, clubs, truck owner
and driver groups, and similar dis-
tributing outlets.

Production Is Noteworthy
To The Marines Have Landed
many individuals and organizations
contributed skill, craftsmanship
and hard work. Photography and
direction in the field was under the
supervision of Sam Houston for the
Company with the full coopera-
tion and assistance of the U. S.
Marines Corps during the difficult
location shooting.
Scenes were made at San Diego,
Cal.. Quantico, Va. and at the scene
of full-scale landing operation
maneuvers conducted last summer
off New River, North Carolina.
Baked in the mid-summer sun and
drenched by salt-water spray, the
film's production crew covered
the field of operations with a
thoroughness that is reflected in the
• AS AMERICAS INDLSTRIAL RE- the duties of a Marine who must, as ject will have tremendous appeal
picture.

sources are mobilized for defense, the narrator describes Editing and recording were
it, ''walk or and yet the sponsor's equipment is
the film reports of this nation's ride, float or fly! Or parachute to well served by its expected appear- handled by Wilding Picture Pro-
foremost manufacturers have taken earth to take and hold the land." ance wherever used by the highly ductions at the Chicago studios and
on a feeling of vital significance. From the Bon Homme
Richard mechanized Corps. So well has the Western Electric Mirrophonic

Industrial America has a double- to Belleau Wood — from

China to Corps itself thought of this subject Sound used in capturing the realism
duty to perform in these films: it Iceland —
the Corps carries on a that it is making upwards of fifty of action scenes which feature ma-
must first acquaint its dealers and high tradition of skill and bravery, prints for use in the recruiting ser- chine gun and heavy artillery fire,
sales personnel with each company's now reaching new heights of effect- vice. the sound of planes and motorized
increasing defense production re- iveness with ultra-modern weapons, equipment, all with equal effective-
For Power Farming Shows
sponsibilities and
must also in-
it mechanized equipment and new- ness.
Harvester will present the subject was fully ap-
form both customers and the public techniques. In an unforgettable Finally, the subject
during the coming season at its proved by Brigadier General Rob-
in general of the company's prog- climax, this Harvester subject de-
annual Power Farming Entertain- ert L. Denig. Director of the Divi-
ress in its contributions to the picts the kind of landing operation
ments throughout the dealer field. sion of Public Relations of the U,
national defense program. from which it derives its title and
These annual events, which attract S. Marine Corps and passed by the
The International Harvester Com- traditions, the ""most difficult, cri-
thousands of customers and friends Navy Board of Review.
pany has produced what may well tical and hazardous movement of
to local dealer's showrooms or
serve as a model for such films in war .... that requires long train-
Other Industrial Subjects
auditoriums, serve as local pre-
a brilliantly-edited one-reel subject ing, perfect timing."
mieres for the Company's newest To a growing list of industrial
The Marines Have Landed. In the Sound Effects Add To Realism films (total annual audience almost film subjects built around their
dramatic unreeling of its action se- As wave after wave of Marines contribution defense
3.000.000). sponsor's to
quences, the film presents the part drives for a beach landing, with This year's program will also in- must be added the superlative Gen-
which
tractor
Harvester-built
equipment is
trucks
playing in the
and reconnaissance and dive bombing clude another defense report — this eral Motors release Mow Is The
planes overhead and the guns of the one of the manufacturing activities Time. Other recent sponsors in-
service of the U. S. Marine Corps. fleet covering their advance, the depicting the Harvester plants at cluded the Chrysler Corporation
But nowhere is the name Harvester film achieves spine-chilling realism. work on the many important orders with a film report on the building
mentioned in the spoken dialogue Later, as the action returns to the for shells, tractors, trucks, guns and of the new tank arsenal; and the
and only in the natural course of parade grounds where the Corps similar vital defense equipment. Dodge film, .4rmy on Wheels,
the film narrative is the equipment marches in soldierly precision to
identified —a single closeup of the the marching rhythms of the Band, TYPICAL SCENES ARE THESE from 'The Marines Have Landed" which show
company name is all that is per- Marine parachutists and (right) the Corps in the field using modern equipment.
the heart-warming strains of Sem-
mitted — for this is the story of the per Fidelis (Always Faithful), the
Marines Corps! Marine Hymn (Halls of Monte-
background re-
.^gainst a stirring zuma) and the General Holcomb
corded from the martial music of March (composed by Staff Sergeant
a U. S. Marine Corps Band and A. Balfoot of Headquarters. First
the actual noises of battle, etc.. the Marine Division. Fleet Marine
Marines are shown in training, in Force) —
serve to remind the audi-
the field of action and on parade ence of the traditions and heroism
as they prepare for the highly that have distinguished the Marines
specialized tasks of modern mech- the world over.
anized war. Many and varied are To audiences everywhere this sub-

14 Bu»in«aa Screen
 |IKIItlllllllllllllllllllllllllllllllllllll!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll||||l||||||||||||lin^

FILMS TRAIN WORKERS I

SLIDEFILM KITS FOR
fComplefe
VOCATIONAL TRAINING |
I kif-sets of silent slidefilmsJ i
• A -NOL'.NCE.MENT of ten new edu- training courses throughout the
cational films designed to speed I nited States where thousands of
I Basic Electricity |
bench work training in defense workers are fitting themselves for
training, high schools, technical and national defense jobs. Each month
5. The Stor.ace B.\ttery
i\iA\ lIDt fSI C.IC<l>CtL latCA
The construction and use of
vocational schools, has
been re- more than 3.000 men in classrooms, commercial storage battery.
leased by the Jam Handy Organiza- factories, and arsenals study the
BASIC
KICTliCrTi 6. Electrom.\cnetism
tion. (Complete listings at right). details of steelmaking through the Construction and use of the
electromagnet. Effects of the
This new aid to bench
visual medium of United States Steel films. ELECTRIC electro-magnet field.
work instruction produced in a
is The value of these films in the
slidefilm Kit-set. By showing each training of men destined to engage
METERS 7. The Ge-ner.\tor
Principles of the generator.
progressive step in fundamental in the production of battleships, Types. Generating direct and
bench work operations, the films tanks, guns, and airplanes, is in- alternating current.

enable the student to see and prac- dicated by the increasing number o. .\lTER.\.\TINC ClRRE.NT
Inductance, capacitance, and
tice each step until he becomes of requests received from companies impedance in a circuit. Trans-
1.M.\CNF.T1SM
proficient. carrying on employee training pro- The general properties and formers and rectifiers.
Starting with the tools used in grams as well as from state and laws of magnets. Magnetic 9. Electric Motors
fundamental bench work projects, federal agencies supervising the
effects. Principles of the motor. Direct
and alternating current mo-
the first film shows the proper use development of skilled workmen 2. St.\tic Electricity Universal motors.
tors.
and care of hand and power saws, In addition to The electron theory of positive
for national defen.se.
and negative charges.
10. Electric Meters
layout tools and measuring instru- the immediate defense program. Construction and operation of
.'i. CuRRE.NT Electricity various types of meters for
ments. The remaining films cover United States Steel films are be-
Laws of current flow into the electrical use.
specific projects, one film to each. ing widely used by schools, colleges, various types of circuits. 11. .Applications
They are: drills and drilling; ream- technical and business
societies, Heating and lighting.
4. The Electric Cell
ing, tapping and threading; finish- and civic organizations. During the The change of chemical energy 12. .'Applications
ing rough castings scraping rivets
; ; first seven months of this year more into electrical energy. Primary Solenoids, motor uses, radio,
and riveting; and layout work. than 1.870.000 persons saw United and secondary cells. and electroplating.
The slidefilms are primarily for States Steel motion pictures.
The Making and Shaping of Sleel.
Visual Aids for Mechanical Training
classroom work, being designed to
save teaching as well as learning the latest film released, is most [BENCH WORK! dies. Parts of reamers, taps.
Techniques for reaming. Re-
time. All the films are of the read- popular among educators partici- moving broken taps.
ing or lecture type, allowing the pating in the national defense train- .S. Finishing Rough Cxstings
instructor to use them at the speed ing effort. Telling the story of Parts of casting to be remov-
ed. Detailed steps in finishing
best suited for his class. They can steelmaking in seven reels from the
the casting. Tools used.
be shown to large or small groups. time the ore is mined until the
6. SCRAPI.NG
Not only do students learn bench finished product leaves the mills, Why scraping is necessary.
work faster through instruction that this film has been helpful in re- Tools used. Techniques of
scraping and checking finished
"talks to the eye" as well as the ducing the necessity for lengthy
work.
ear. but the films also greatly sim- tours which sometime result in cost-
7. Rivets and Riveting
plify the work of the teacher. Each ly interruptions to plant working Kinds of rivets. Tools used.
of these educational slidefilms pro- forces. Scenes for this picture were Methods of riveting. Causes
taken in many plants of United
I. Tools of failure.
vides many helpful illustrations.
Description of hand tools. Use
States Steel subsidiaries and trainees 8. Layouts. Tools and Mea-
and care of hand tools for
Steel Films Training Aid suring Instruments
thus have an opportunity' to see a Bench Work.
What layout work is. Tools
Motion pictures produced by the variety of operations that could not 2. Hand and Power Hack used. Use and care of mea-
United States Steel Corporation be seen by a visit to any single Saws suring instruments.
and its subsidiary companies, are Saw-ing various metals. Selec- 9. Layout \^ork (Part 1)
plant.
tion of speeds and feeds. The importance of accurate
any similar form because of the To facilitate distribution, film
.3. Drills and Drilling layout work. Techniques used
proving to be of great value in ( Pleasr turn to the next page Types of drilling. Parts of a in layout work. Basic geomet-
drill.Drilling machines. Tech- ric construction.
A NEW NATIONAL SAFETY COUNCIL sound slidefilm "Safe All Around" shows niques of drilling. 10. Lwout
\^"ork (Part 2)
this typical worker's class scene. The subject is based on off-the-job safety, Reaming. Tapping and
showing its importance to industry and the individual. 1. Special layout problems on ac-
Types of reamers, taps and tual work examples.

Visual Aids for A ircraft Training

[BASIC AIRCRAFT METAL SKILLS]
1. Slotted .\nchor Plate 7. Making and Drilling
Layout work, hack sawing, Riveted Patch
filing and drilling. Layout, cutting and drilling.
2. Internally Threading a !!. H\ND and Pneu.matic
Plate (Drilling & tapping) Riveting
S. Making
a Stud (Methods and cautions)
Using a thread cutting die, 9. Removing Rivets

4. Extracting a Broken Correct removal technique.

Stud 10. Flanged Parts-Tkvy (ll
Bases and sides. Procedure
Using screw e.Ntractor
and tools for forming alu-
5. Hinge Fitting minum.
Proper procedure in making 11. Flanged Parts-Tray (2>
bent fitting.
How
.Angles and assembly. to
(>. Grinding and Sharpening form angles and assemble
Using a bench grinder, formed parts.
(S«a d*tdili In •diforidi columnt; all of fha dbeva arc Jam Handy productioni)

iTiiininiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiniii^^^^^^^^

Num hiT Eight 1911

 FILMS TRAIN WORKERS: Both slldenims and motion pictures
produced In color and with sound are now available for loan or purchase.

• A NEW visual aid in the leach- the proper care and use of the most
ing of aircraft maintenance for use important tools and e(|uipment used
in national defense courses has just for each project. Other films will
l»een announced. follow.
This new visual training material The Kit-set of films is being used
consists of eleven educational slide- generally in regular work-
metal
films on basic aircraft metal skills. ing classes. Teachers find that the
Designed for use in technical and visual method of instruction that
vocational schools, or wherever na- "talks to the eye." by illustrating
tional defense courses in metal work each progressive step in basic air-
are being taught, these films pro- craft metal skill, greatly speeds up
vide specific task instruction. students' learning.
At the same time, use of the films
Show One Operation
simplifies teachers' work by pro-
Each slidefilm shows one metal
viding good illustrations that ob-
Omcial O.K.M. Ph to
working operation, with pictures
viate the need for blackboard draw-
and drawings illustrating each pro-
ing. The films are produced by the
gressive step. The
Film SubjectsProduced For fully
pictures are care-
arranged in the proper se-
Jam Handy Organization.

quence enabling the student to learn For Turret Lathe Operators

Machine Tool Demonstration step-by-step, by seeing and prac- Designed to aid training pro-
ticing each one. Explanatory notes grams for torrent lathe operators.
• Particllaklv ill the machine tool industry, the use of
motion pictures and slidefi)ms for demonstration and training
in the use and maintenance of equipment has been forging FILMS USEFUL ROLE IN DEFENSE TRAINING
ahead rapidly. In the following partial list of typical subjects
and sponsors many uses for the film medium are shown. ' 1
So that material of this kind would be available on a nation- IN THE SCHOOLS: /U I
wide scale to all industrial concerns (and vocational training
classes in schools) and particularly to those firms w'ith appren-
Ttie vocational training ^fl
classes in tectinical hrgti
tice training problems because of defense contracts, the United schools, colleges and
States Office of Education is now providing 40 reels of sound private trade schools
motion pictures on machine shop operation. A complete list utilize modern visual
aids to speed learning.
of the first 18 subjects available is published on page 31.

Other Sponsored Sl ejects

Physics OF Metal Cutting: Motion picture and printed lecture
on action of cutting tool and physics of metal, etc., prepared
under the direction of Hans Ernst, Director of Research, the
Cincinnati Milling Machine Company. WITHIN INDUSTRY:
Optical Comparators and Automatic Thread Grinders: Two Many industrial firms
slidefi'ms and accompanying lectures on use and application make their own films
of Jones & Lamson Machine Co. equipment prepared for in- and borrow others as
struction in modern methods of inspection and thread produc- well as purchasing to
tion. Sent gratis to any university, technical school or other aid apprentice classes.
institution providing technical courses upon written request of
the principal in charge .

How To Run a Lathe: Motion pictures in color and sound

prepared by the South Bend Lathe Works, South Bend,
Indiana. See details in adjoining editorial columns on distri-
bution, etc. and captions accompany the illus- the Gisholt Lathe film. Turret
Turret Lathe Operation: Motion pictures in color and sound trations. Lathes — Their Operation and Use,
prepared by the Gisholt Machine Company, Madison, Wis- demonstrates the fundamental op-
Metal working jobs covered in
consin. See details in adjoining editorial columns.
the films show the student how to erations on the turret lathe and the
Norton Abrasives: Grinding Wheel Markings: Offhand
Grinding: Tool Grinding and Precision Grinding: Five use basic metal working tools in lathes place and use in industry.
motion pictures in color and sound available from the Norton typical operations in which these The four all-Kodachrome reels,
Company, makers of Norton abrasives, Worcester, Massa-
chusetts. tools are required. For example, to which will be available as a com-
illustrate the use of the hack saw. plete unit the latter part of Octo-
The followingsubjects are typical ""organization" films, not
the films show the making of a ber. 1941. open with a discussion of
particularly intended for outside distribution though some-
times made available for demonstration of equipment, etc.: slotted anchor plate. the various types of lathes — the
Note: Vntess so desigttateii other films in this listing are not Other jobs covered include: in- wood-working lathe, engine lathe,
availiihle except at the discretion of the sponsor. ternally threading a plate, making turret lathe and automatic lathes.
Shapers & Planers, Rockford Machine Tool Company, Rock- a stud, making and drilling a rivet- like screw machines. The place of
ford, Illinois.
ed patch, hand and pneumatic rivet- the turret lathe in industry is then
Flame Hardening: Development of the Lathe: Monarch
Machine Tool Co., Sydney, Ohio. ing, and removing rivets. Two defined. A sample turret lathe job

Forging Machine: Kodachrome motion picture on operation of films are devoted to making a is produced with the accompanying
Acme Machinery Company forging machine. flanged parts-tray. The films show narration explaining each opera-
Fellows Gear Shaper Company: Through catalog studies, tion, naming and familiarizing the
supplies schools and colleges with a slidefilm and lecture on
Steel Films Aid Defense student operator with the turret
Fellows method of gear production and products.
lathe's parts, feeds, trips, etc.
J7 Multamatic in Operation: One reel movie of The Bu'lard
Company, Bridgeport, Conn., manufaturer of the equipment. {Conlinui'd from previous pagei Detailed instructions are then
Other Sponsors: General Electric Company (Making Chips), centers are located in company of- given in bar work, chucking work
Westinghouse Electric & Mfg. Co., Kearney & Treckcr Co.,
and syndicated subjects of Film Productions Co. Minneapo- fices in New York. Chicago. Pitts- and fixture work. This includes the
lis, Vocafilm Corp., N.Y.C. and the Jam Handy Organization. burgh. Cleveland. Birmingham and various work done on the turret
San Francisco. No charge is made. lathe and how the lathe is set up.

1« Businesn Screen
 stitute is typical of modern voca-
tional training institutions now
FILMS TRAIN WORKERS: New south Bend Uihe motion pic
closely alligned with visual in-
tures serve the national defense training program by speeding up instruction.
An outstanding feature of the De-
Forest setup is the method of teach-
ing by the field.
films Every
in
• Thk first two of a series of tools, rough turning and finish
DeForest student has his own mo-
16 mm. sound motion picture films Showing
turning of the workpiece.
tion picture projector and to him is
produced by Burton Holmes Films time 20 minutes.
is
sent an instructional film lesson. In
for the South Bend Lathe ^ orks. To Be Used with Reference Book
the school, practical work with the
and based on the book ""How to Before showing the above films
most modern sound apparatus, in-
Run a Lathe." are now ready for to a class, the sponsor advises that
cluding theatre type motion picture
distribution. Produced in full the book ""How to Run a Lathe"
equipment, television, radio detec-
color, these pictures represent the should be used as a reference for
tors, and all types of testing ap-
most advanced technique for teach- additional information on any op-
paratus is part of the daily routine.
ing lathe operation in industrial erations shown in the films, but not
From developments such as these
and vocational schools, universities, fully understood by the student.
an- coming a constant stream of
army and navy training stations. Free Loan Basis
men to man the first lines of our
The Metal Worki.ng Lathe
The first film titled The Metal
The South Bend motion pictures
may be borrowed without charge
defense — in radio, laboratory ex-
perimentation for modern elec-
Working Lathe, introduces the stu- by industrial and vocational tronic devices, electrical mainte-
dent to the standardBack-Geared schools, colleges, universities, army MOTION STUDY and job simplification nance work and similar pursuits.
is one the primary tasks for the mo-
of
Screw Cutting Lathe by familiar- and navy training schools, indus- tion picture camera in speeding defense The field of motion picture projec-
izing him with the names of the trial apprentice schools, and other production. Here the job setup is shown
as it appears to the camera. tion and repair is also served by
various lathe parts, their purpose recognized organizations teaching
special instruction through the De-
and operation. It is ideally suited machine shop practice. \^ hen films LEARNING BY DOING— Forest school.
for showing to beginners before are supplied on a free loan basis. In this era of defense production In Chicago building of the
the
they operate a lathe for the first the borrower pays the shipping new emphasis has suddenly been completely equipped
Institute are
time. After seeing the film, the stu- charges both ways and agrees to placed upon vocational training to laboratories where resident students
dent may be allowed to manipulate handle the film carefully, to return increase the supply of skilled per- may learn by doing. Here, too, in-
the various lathe controls, as dem- the film promptly after showing, sonnel on the benches and at the structor and pupils achieve under-
onstrated in the picture. The film and to fill in and sign a report card No
lathes. less important and. in standing of difficult problems in
may then be shown again to answer which is furnished with each film. fact, even more vital to the nation's electronics by the frequent use of
the many questions that are bound Films are shipped express col- defense as proven in the Battle of projected lecture material.
to arise after a first experience w ith lect and may be returned express Britain, is the field of electronics,
Class at work in laboratory.
a lathe. This method of instruction prepaid or parcel post. Return radio, and sound motion picture en-
materially shortens the orientation labels are supplied. When request-
gineering.
period and reduces the amount of ing films on a free loan basis, al- The principle of the sound loca-
individualized Show- ways give an alternate date in ad-

mm
instruction.
tor used in anti-aircraft detection,
ing time is 20 minutes. dition to your first choice date. An for example, is based on modern
Plain Turning order blank and envelope are en- developments in the field of elec-
The second film. Plain Turning, closed for your convenience. All tronics pioneered by men like Dr.
clearly illustrates all operations in films supplied on a free loan basis Following Dr. De-
Lee DeForest. ^^ t,\\ jt. .- ' ^ST"
the machining of a shaft held be- are 16mm. sound films in full Forest's notable examples and lead-
tween the lathe centers. It teaches color. No black and white films ership, the DeForest Training In-
many of the basic procedures en- are available for this purpose.
countered in all lathe work. Among Those who desire to keep these
these are blue print reading, meas- films permanently may purchase Movies on Electricity Sound sli(iclilni> on safet> have
uring with calipers and micro- them at our net cost for the copy Schools operating training also proven one of the essential
meters, locating and drilling center print. Both black and white and classes in engineering, science visual aids in defense class work.
holes, proper selection of cutting color films are available. and management defense The tremendous cost of industrial
training may take the exam- accident-s.not only in actual sums
FILMING A MECHANICAL OPERATION IN THE MOTION STUDY LABORA-
TORY of New York University. Classes under the direction of David B. h>orter. ple of the Pennsylvania Stale spent for compensation, etc.. but in
Professor of Industrial Engineering, apply ttie techniques of recording Job opera-
tion by movie camera. The student analyses the motions recorded on the fiTm and College which is utilizing lost time under already difficult pro-
works out simplification to the minimum expenditure of energy for task performed. modern visual aids to speed duction conditions has made safety
the training program. Films of paramount importance.
are purchased under the Con-
gressional Act No. 116 which NYA Film on Defense
provides funds for such uses. • TO HELl- TiiF. I'l HI m: keep in-

A typical order useful in formed of its part in the rapidly

such clas.scs would include developing national preparedness

the motion pictures on the program, the National \ outh Ad-
principles of electricity, ob- ministration for Illinois uiuler the
tainable from DeVrythe direction of State .Adminslrator

Films and Laboratories. De Mary Stuart .Anderson is utilizing

Vry Corporation affiliate, at the motion picture medium to report

1111 Armitage .Avenue. Chi- progress to the public. A documen-

cago. They are: Principles oj tary film. Youth on the Industrial
Magnetism. Klectromagnetisni. Front dramatizes factual material
Current Electricity. Electrical showing how youth are prepared
MeuiUremcnl. Electrostatics. for jobs in vital defense industries.
and Current Generation, each Some ;V)5.(XK) youth throughout
subject of 2 reels, with sound. the nation between the ages of 17
t Please turn to Page 30)

Xumber Eight • 1941 17

 hV\l
(ai
m „eOY LAUOH
RIOT
employees into service help, by eii-

larjiin^ [)rpsent lines with articles

unalTected hy defense, and by set-
ling their own business houses in
order according to expected turn-
over, a large number of dealers
willmeet the future with confidence
Woman s V.ctory
-^^^HotpoinVs Sto^ of and a strong measure of security.
Hotpoint"s Dealer Promotion
Promotional ideas to back up
the local dealer in this critical task
of maintaining good customer rela-
tions can no longer follow the
familiar and easy patterns of the
past. The growing realization on
the part of both advertising agen-
cies and their manufacturer-clients
that the potent force of motion pic-
tures and slidefilms may well be
the answer to this present need is
given the strongest possible support
bv the success achieved by the Edi-
son General Electric Company.
whose nationally known line of
Hotpoint appliances has been fea-
tured in one of the most complete
film promotional programs ever
carried out.
Inaugurated last year under the
auspices of Hotpoint's advertising
agency. Maxon. Inc.. under the able
Cast, technicians and supervising staff gather on set to talk ov3r a scene in prodjction for Hotpoint's "Sauce for the Gander" supervision of its film-wise account

HELPING THE DEALER WITH FILM PROMOTION

• The IvEvsto.ne of our modern defense. W here does this leave the by the continued existence of these executive, Mr. L. J. Sholty. the
distribution structure is the local dealer? dealer organizations. \^ hat is in- Hotpoint program may well be a
dealer organization. When it pros- Faced with delays in delivery, dustry doing about it? model for all manufacturers faced
pers, goods are moving to the ulti- rising costs of operation and out- Change in Dealer Copy with similar problems. In 1940. a
mate consumer and the factory right rationing of the amount of Familiar to the reader of na- sound motion picture Blame It On
wheels are busy turning out fresh goods he can expect to sell, the tional magazines is a significant Love was produced for Hotpoint
merchandise with which to replen- local dealer in those lines of indus- change in advertising copy now- — and made available to the dealer
ish stock. Behind this movement try most affected by defense must pointing to the facilities and de- field as the key attraction for a na-
of goods stands the powerful mo- depend on the redoubled efforts of pendability of the local dealer's tionwide program of local theatre
tivating forces of advertising, of the manufacturer to assist him service functions. By converting showings promoted by the dealer
sales education and sales promo- through this difficult period. For
tional effort. in this dealer structure are countless
What the Retailers Say ibotit the Hotpoint Films
.

The paradox of this period of millions which have been carefully These retailers staged the Hot- down to 400. I sold one appliance
unparalleled industrial activity lies invested in training, advertising, point Company's Blame It On Love off floor of theatre lobby.
in the conversion of many lines of customer and financial
goodwill promotion last year and their glow- Welby Pedigo
industry to defense production and stability.Not only the employ- ing reports speak for themselves. Plymouth, Indiana
in the curtailment of regular pro- ment of a good portion of our na- The best promotion we ever had. Nearly 800 people packed the
duction of other lines using the tion'smanpower but also a tre- Always sells merchandise and never Venetian Theatre. Six pieces of
metals and materials essential for mendous part of wealth is affected fails to pack the theatre. Hotpoint merchandise sold the same
W\ C. afford ^ .-ippliance Store)
day to audience members.
HiUsboro. Oree^on .\orthern Supply Co.
STORY SYNOPSIS: HOTPOINTS PRODUCT FILM Blame It On Love is a sales natural.
"Man works from sun
Milwaukee, W isconsin
tosun . . . educational story of Hotpoint's 1500 people at our first showing.
but woman's work is never done." And. The Pursuit of Happiness. 500 at second. Total attendance
Blame It On Love shown twice to
Ba.sed upon such a theory is the This film tells the storv of a total audience of 525 people. Sold
2000.
womankind's long struggle for two ranges the first day and nailed
E. M. Cobb. Ohio I'ouer Co.
an easier, better method of do- Mount Vernon. Ohio 12 sure-fire prospects. Blame It On
ing household chores. a Love is a terrific sales weapon.
It's 650 people turned out for Blame
picture that unreels the story .inawall Lumber & Materials Co.
ItOn Love at Plaza Theatre in Mil-
of Hotpoint's search for a bet- Tujunga. California
waukee. Vie sold three units of
ter way
to do household jobs merchandise off the theatre lobby We are well pleased with Blame It
easierand .shows how Hotpoint tloor. On Love and the sales results it

makes appliances and what Moraski Radio Shop produces. We sold one range right
they do toward giving more Milwaukee. ITisconsin off the lobby floor of the theatre.
freedom in life, liberty. And. This is the hottest promotion I More sales rolling in.
The Pursuit oj Happiness. have ever seen. In spite of a severe Central States Power & Light Co.
snowstorm which held attendance Ema, Iowa

J» Buniness Serwn
with the aid of regional distrilui- Happiness" fulfills that unspoken
tors and backed up a comprehen- request and takes the audience be-
sive plan of promotion, pulilicity hind the scenes to show what Hot-
and merchandising. j)oint research means, and how the

Fill Theatres to Capacity appliances are made, why they are

In theatres rented during "dark- so good and why they give such

hours" in the morning or after- long trouble free service. Both

noon, the local retailer staged his films were produced by \li'ilding.

film entertainment. .Attended by Survey Proves Results

capacity audiences of women pro- .Attendance figures and the deal-
moted through local advertising, ers' evident enthusiasm for this
direct mail and store announce- promotion based on last year's ex-
ments, the showing of the Hot- periences prove its worth. Maxon
point feature film was accompanied went deeper in establishing the
by door prize awards, drawings value of this program to Hotpoint.
and subsequent prize awards made among women
In a recent survey
in the local store. who had viewed Blame It On Love,
Lessons learned in this first these significant facts were re-
year's campaign have been applied vealed by the agency:
to a second program with a new- Of the women interviewed: 96%
film attraction Sauce for the Gander were gas range users . . . yet . . .

as its feature. A
second film. And 76% expressed a preference for an
the Pursuit of Happiness, will be electric range after viewing Blame
shown to meet the need for a "pro- It On Love. (This figure is more
duct" picture directly answering than double the national average of
the audience's desire for knowledge electric range preference establish-
about the Hotpoint product. The ed by previous surveys!) . . . And
feature films are based on regular ... 3% bought a Hotpoint range!
screen story technique with a care- Three months after seeing Blame
fully selected cast of Hollywood It On Love 70% of the women re-

personalities and expertly adapted membered and could name the

for the screen with abundant mea- range they had seen as Hotpoint.

HOTPOINT PROGRAM SHOWS USE OF PICTURES

IN MAINTAINING GOODWILL FOR THE DEALER
sure of clever dialogue, humor and oy'/t' tile women remembered
of
eye-appeal. As the promotional that they had seen a Hotpoint re-
outline addressed by Hotpoint to frigerator, yet there was no mention
th,^ dealer explains the use of the made of a refrigerator at all — it

two films on this vear's program: was merely shown in one of the se-
Sauce For The Gander creates a quences of the picture.
desire —
a curious interest by the au- 48 'f of the women, after seeing
dience to know more about the Hot- Blame It On Love said. "The picture
point appliances they saw used in made me feel that someday I would
that picture. And. The Pursuit of like to own a Hotjioint Range!

Promotional and Advertising Material Available to Dealers

Recognizing that a film promo- 1. .Admission Tickets for Patrons.
tional success is based on three fac- Etc.
tors (T) a well-produced picture 2. 4-Page Handout Flyers
(2) well-planned promotional and 3. The °-Pagc Souvenir Program
distribution, and (3) the number 4. Handbills for Local Distribu-
of people who attend its showings */|^^
tion
and are subject to influence there-
5. Newspaper .Advertising
by, L. J. Sholly. Jr.. in charge of
(i. Publicity Mats
the promotional phase of this ac-
tivity for Maxon. improved upon 7. Postcards for Local Mailing STORY SYNOPSIS: SAUCE FOR THE GANDER
his own second phase
elTorls in the 8. A 24" by 60" Banner
Tom T u p p e r ( I ) a in a n
i visits the Benlley's. the Roger's
of this formula in a more complete 9. Auto Bumper Tags OFIynnI tells the world in a and the Morton's and di.scovers
and comprehensive promotional 10. 8" by 1(1" Black and Wliite radio quiz that he could run a that modern appliances are (he
campaign than the one previous. Still Pictures home better than most women. operated
secret to efliciently
W ith added advantage of a
the 11. The Movie Trailer His wife. Margaret Tupper homes. Margaret receives an
year's exi>erience on the
practical 12. .ATheatre Valance (Joan Woodbury gives him I

unsigned telegram saying that

part of the dealer, the new promo- 13. 14" by 36" Insert Cards the chance to prove his state-
all is not well in her house.
tional materials and plan should be 14. U" by 22" Window Cards ment while she takes over his
Tom She rushes home. Tom and a
even more successful. Aided, loo. 1.5. Gift Tickets job of .selling tractors.
Merchandise Certificates party of their friends surprise
by the efforts of a special staff of 1(). staggers thri>ugh the hoiise-
regional promotional men who will 17. A Letter To Invite Special Cus- k eping and quickly discovers her with a dinner prepared in

assist the local dealer, audience tomers and Prospects I'lat he is a failure. the modern electric kitchen

records may be broken. These 18. Telephone (^opy To Build At- Vi'hile .Margaret is away Tom
has had installed,Tom
nineteen difTerent elements were in- tendance (Above) Scenes from Hotpoint's new feature "Sauce for the Gander"
cludi'd in the dealer promotion list: 19. Spot Radio .Announcements

K umber Eight • 1941 19

1^
THE SCREEN MAKES LEARNING EASIER AND
LASTING IN ITS SERVICE TO THE CONSUMER
• Vi'lTH THREE NEW FILMS — deal- leased in 19H9. \X ith narration hy
ing willi tile Arkansas peach indus- Lowell Thomas, this film is estimat-

try, the tourist attractions of St. ed by its sjionsors to have been

Louis, and the fiestas of Texas shown to audiences totaling more
now in protiuction and a fourth than 100.00(1 persons. Of general
titled In Old Suche: awaiting its interest to film users for its skillful
premiere showing. Missouri Pacific blending of human interest, educa-
Railroad maintains its place as one tional material and sales appeal is
of the most active sponsors in the the lines recent film on Texas"
film-conscious travel industry. grapefruit industry. In a "strictly
.Among other productions spon- human" opening se-
passage, the
sored hy Missouri Pacific are quence extolls the benefits of the
Mexico, Land of Enchantment, grapefruit in dispelling early morn-
Colorado, W onderland of the ing grouches; follows with account
Rockies,Where the Golden Grape- of its growing, handling and trans-
fruitGrows, and The If hite Rirer portation (by Missouri Pacific) to
Country of the Missouri-Arkansas its markets; and finally presents a
Ozarks. As the titles indicate these variety of ways of preparing grape-
films blend past and present in pre- fruit for the table.
senting the economic and cultural Completing the all-around appeal
highlights of the several natural re- of these subjects, the Ozark country
gions the railroad serves. All are film uses a picture-magazine tech- PRESIDENT FRANKLIN DELANO ROOSEVELT speaks in a sequence from
16mm sound nique in following the adventures "In Defense of the Nation talking motion picture distributed by the Committee
made available via
'

on National Defense Activities of the American Social Hygiene Association and

and color prints. of two fair vacationists in the White produced by the Jam Handy Organization.
Films from this growing film li- River region. Related publicity in-
brary are shown before school, cluded a picture-sequence of these The Making of Fine Lenox Pottery is Filmed
church, civic, lodge, patriotic and adventures in Life Magazine. The making of fine ceramics is shaping, and glazing which make
travel groups throughout the Mid- beautifully illustrated in a new pic- fine china not a piece of mechani-
"Bomber" to Theatres
west. Southwest. Southeast and ture produced for the Lenox Pot- work of art.
cal output, but a
Eastern states. Six sound projectors, Best of a recent series of De-
tery Company by Castle Films. The Making of Fine China will
owned by the company, are assigned fense reports, a new short subject
be shown in department stores lo
Photographed Kodachrome. it
in
for specific periods each year to on on the making of bombers and
takes us into Lenox plant at
the retail customers, and also as a sell-
and off-line traffic agencies. titled Bomber is now being distrib-
medium buyers and depart-
Trenton. New Jersey, and through ing to
Missouri Pacific's most ambitious uted via theatres nationally. Carl
the step by step process in the man- ment heads. — RS.
film venture to date is its film on Sandburg delivers an impressive
ufacture of several fine pieces of
Mexico, a 40-minute production re- commentary. Insurance Film Meets a
pottery and tableware.
interesting the
Public Relations Need
Particularly is

Du Pont Motion Picture Tells "Facts About Fabrics" beautiful service plate, seen first as X^'HEN a state law is passed
Intended to educate the sales structions and finishes in addition a common lump of clay, and finally which opens new business possibil-
personnel of department stores, to familiarity with the various as one of the finest examples of ities —
then there arises an oppor-
schools, colleges, women's clubs types of textile fibers. ceramic craftsmanship. Particularly tunitv for companies in the field

and the consumer in the under- Fads .About Fabrics explains the interesting —
because outside of affected to concentrate public rela-
standing of good fabrics is Du importance of yarns in making watching the actual making of the tions efforts. Such is the case
Pont's Facts About Fabrics, pro- fabrics, shows how woven and plate, nothing else could have among major insurance companies
duced by Caravel Films. Inc. knitted fabrics differ in their con- shown the endless steps in its man- with relation to New York State's

Facts .About Fabrics was designed struction, analyzes the three basic ufacture, mostly hand-done, and new motorist's liability law, which

to meet a need for basic, prac- weaves and the two basic knitting the painstaking care that goes into goes into effect on January Isl,

tical information about fabrics constructions, discusses printing, just this one plate. To illustrate 1942.
and especially rayon fabrics. dyeing and other finishing opera- each step by a still picture story Films play an important role in

.Although textiles are important tions. The film closes with a sec- would take countless photographs, this intensive public relations op-

to every household, most people tion on the proper care of fabrics. and then, lack the continuity of the portunity, by means of a sound and

realize that their knowledge of tex- Du Pont does not weave or knit moving film. In these days we may color motion picture sponsored by
tiles is somewhat sketchy. For ex- any cloth. It manufactures rayon have a tendency to think of manu- .Aetna Casualty and Surely Com-
ample, in examining fabrics many yarns. This film was prepared to facturing as a process by which raw- pany. This film opens with a brief
women rely on the appearance of promote a wider understanding of materials are dumped on an endless historical resume of the history of

the cloth and the way it feels to the facts about fabrics since the bet- belt at one corner of the plant and automobile use. argues that since —
the touch. ter the consumer understands these the finished article slides off. all the engineer has done almost all he

.An understanding of fabrics in- facts the better she is able to ap- finished at another corner. Rut can for safety —
the need of present

volves a knowledL'e of fabric con- preciate high-quality yarns. this film shows the hand painting. and future is adequate legislation.

Facts About Fabrics

rnmmm .N^y^Vi^oO^^V
(Left) Closeups of texlllet
help explain "Fact* About
Fabrics" in the new Ou Pont
motion picture produced by
Caravel Films, Inc.

Courtesy: Rayon Textile Mthly.

dumber Kighi i9it 21

 PREVUES OF NEW FILMS

r—
 FILM PRODUCTIONS SERVE MANY FIELDS
FROM HOSPITALS TO S PONSORED TELEVISION r
of tomorrow's rain or shine and
this novel method seems to be the
exact solution, for the response has
been both immediate and kindly.
Douglas Leigh is no novice in
the film medium; his cartoons for
Bromo Seltzer will be remembered
by visitors to the New York World's
Fair, and many of his 16 spec-
tacular signs which brighten New
York's main stem utilize films to
actuate the animated characters
cavorting on a "screen' of electric
Douglas Leigh, (center) a la Disney, lights (see Bcsiness Screen. Vol.
discusses a television idea.
III. No. 4). But this is his intro-
Cartoons via Television duction to legitimate screen anima-
New Yorkers, avid readers of tion and to television. W ith the
weather signs, have a new one to same knack of showmanship and
scan. Last month. 'WENT. N.B.C.'s selling power which made him the
New York television station in- wonder boy of the sign business, he
augurated a nightly weather fore- has created the weather lamb.
cast, consisting of a talking and Combined with the weather fore-
singing woolly lamb, created for casts are sales talks and cartoon
the Botany Worsted Mills by Doug- demonstrations of the merits of the
las Leigh. Botany Wrinkle-Proof Tie. Always
The Botany lamb comes to New accompanied by his classy cravat,
York's estimated 50.000 television the lamb is involved in adven-
audience through the medium of tures with denizens of the forest.
16mm cartoon films. A series of \^liile foredatedLee Hat's by
fourteen has been prepared, one presentation of the sponsored first

film for kind of weather.

each television show in which films were
N.B.C. have been puzzling
officials used. Leigh's Lamb is the first reg-
for some months over an enter- ularly shown and specially pre-
taining way of telling the story pared film presentation. — R. S.

Typical Kodachrome scenes in the Congoleum Nairn slide presentation.

Conqoieum Nairn Shows Kodaclirome Slides

* .\gain we are seeing a fine ex- that method, but because the com-
ample of visual sales training as pany had a different problem and
used by a door covering manufac- varying products to present in sev-
turer. Differing from the methods eral parts of the country. Thus,
employed by Alexander Smith and utilizing individual slides, it was
Masland. Cochrane. Armstrong, and possible to segregate and switch
Mohawk —
motion pictures and slides for varying purposes with a
sound slidefilms. the Congoleum minimum of difficulty.
Nairn Company has been present- The series is a product story
ing a series of 200 Kodachrome featuring quality as the prime sell-
slides, shown on Selectroslide ma- ing point of the Congoleum line.

chines, to its salesmen and dealers. Microscopic shots, art, and analysis
Foregoing a 'canned' sound pre- charts are used liberally to point up
sentation, Congolcum's sales pro- the quality of the product, and sam-
motional slalT. especially trained in ple rooms are shown, illustrating
an accompanying 'spiel', delivered correct styling and
the company's message, first, to use.
Congoleum's men in the field, and Photography by E.
finally to wholesalers and retailers Associates is excellent.
handling the company's products. have been shown on Selectroslides
This omission of 'canned' sound equipped with 1000 watt lamps, in-
was not caused by any rejection of suring the utmost brilliance R. S.
best methods of
BEHIND THE SCENES IN AN ANIMATION STUDIO
The scenes above take you through a typical New York commercial studio (Caravel
J. Barnes & Films animation department) showing (from top to bottom, starting at title) a
The slides story conference; staff reviewing action from preliminary sketches which serve as
working scenario; acting out a scene by stop-watch timing; studying action by
"flipping" drawings; photography of pencil tests. (Top) Artists at work on trac-
ings and cells: series of cells ready for camera; montage of cells, exposure
—
sheets, music charts; in production the glass holds cells flat over scene background
—
under camera: finally cutting in of dialogue and sound effects and the prevuel

\ urn her Kigh i 1941 23

DISTRIBUTION MARKETS NORTHWEST AIRLINES
(CviiliiiucJ jrum I'lij^e 12)
A new color motion picture, now
screen is the preferred medium. production under the sponsor-
in
Killing two birds with one stone, ship of Northwest Airlines, points
it is also the preferred medium of an important modern promotional
the camp-prosperous local towns- moral for many types of commer-
people as well.
Group showings through service
cial enterprise. Its objective an —
obvious one for those who sell
organizations furnish another out- travel— is to portray the life of a
lei. Showings within cantonments region in terms of its leading in-
of anything but entertainment sub- dustries, its educational and cul-
jects is, of course, strictly forbid- tural institutions and local color.
den by army regulations. The making of the new air travel
subject strongly recalls the days
The effect of defense business
of the ""empire builders," when
upon the principal production cen-
merchants in varied lines
ters ishard to estimate. It is tre-
mendous and so far-reaching that
PICTURES IN THE FIELD paigned cooperatively after busi-
ness which would make their city
cam-

the ordinary market boundaries • Financed by contributions of ing Business offers cash prizes to or region commercially greater.
are out-dated. Subcontracting and individual plumbing establishments members of the trade submitting Any business serving a regional
the sub-letting of countless thou- throughout the nation, the new pro- the best story-ideas for the project- market can serve its own interests
sands of "bits and pieces" of prin- motional motion picture planned ed industry picture. well by producing films and en-
cipal defense items will, however, for early release by the plumbing A sample scenario in rough, of- gaging in other promotional ac-
follow the general pattern of ex- industry will also have a scenario fered as illustration of what is tivities which serve to spread the
isting industrial facilities. First to drawn from the industry itself. A wanted, is included in the an- fame and increase the prosperity of
feel thenew boom were shipbuild- nationwide contest, announced in a nouncement. Heavily dramatized, its that region.
Camden and 'Wil-
ing centers like recent issue of Plumbing and Heat- story covers the entire field. The new Northwest Airlines sub-
mington: machine tool capitols like ject includes such diversified scenes
Cincinnati. Hartford and Cleve- of activity as shots of Montana
land; the — Pittsburgh.
Birmingham.
steel cities
Youngstown and ••••••••••••••••••••••••••• mining. University of Minnesota
educational activities, and scenes at
Gary. Equally important are the airports along the company's lines.
aircraft centers along the Southern
California belt and in the Midwest
MOBILIZED TO DEFEND Esse Expands Program
and New England. The resulting
purchasing power climb is typified YOUR FUTURE MARKET Company
Planned by
of New
the Standard Oil
Jersey is exten-
by a town like Vallejo. California. sive expansion of its promotional
where a single new airplane plant film program. Several new sound
brought a $1,778 increase in per ^thatL, motion pictures have been produced,
capita purchasing power.
dealing chiefly with the problems
of modern industry and the impor-
Plan for '42 Campaigns
WHEN THE BOYS COME MARCHING HOME AGAIN tance of lubricants in their solution.
Management cannot overlook KNOW YOUR PRODUCT
THEY AND THEIR FAMILIES WILL Among the new film subjects are
these markets and the local dealers
AND YOUR MARKET WILL HAVE pictures of the Thaw Asiatic expe-
BEEN MAINTAINED FOR
involved therein. Of at least sever- dition, recording a through
THE POST WAR PERIOD THRU THE INEXPENSIVE USE OF trip
al years" duration, the defense pro- western and central Europe, the
MOTION PICTURES.
duction boom must be a part of Balkans. Iraq. Iran and India and —
every producer's 1942 campaign completed just before the outbreak
plans. The billion dollar defense • 1,300 local Y. M. C. A.'s acting as contact points for of the present war in those regions.
appropriation budget which is be- securing high grade audiences . . . plus hundreds of
ing spent in California will come U. S. O. units.
Alcoa Shows to Engineers
back American business through
to Alcoa films outlining the pro-
the greater portion of it which is • 4 distributing offices rendering a standardized service.
cesses whereby aluminum is mined
spent for wages. The steel industry and purified and shaped into fin-
• 15.000 churches, clubs, high schools and Industries
is paying out $84,000,000 a month ished products and depicting the
having their own sound projectors look to our Bureau for
in wages and they are increasing. construction of a dam to produce
their film progranns.
For every dollar of reduction the electrical energy needed in these
through defense stringencies, there • 45,000,000 people saw our films during the past year. processes were shown recently to
is a two-dollar increase in these members of the Marquette Range
defense production areas. • Cost as low as $.0006 per capita, per minute . . ,

Engineers' club at Ishpeming,

Concentration upon these mar- $ 1 .00 per showing. Michigan.
kets is simplified through the
screen medium. There are either The above service will institutionalize your Goodyear Film in Exhibit
existing facilities in local audi- product and prevent market casualties. Construction work on the Shasta
toriums or the groups in these Dam in California and the Good- —
areas are going to the nearest com- year Tire & Rubber Company's con-
munities where such facilities exist. tribution of a 10-mile long con-
Entertainment and then —education veyor belt to build it is the sub- —
—are the first desires to be ful- MOTION PICTURE BrREAlJ ject of the \^'ilding-produced film
— and
filled next — the spending for NEW rORK CHICAGO DALLAS SAN FRANCISCO Golden Valley, shown at the In-
the family larder and wardrobe and 347 MtDISON tVE. l9Sa. laStLLEST 1700 PAHERSON AVE. 3SI TURK ST. dustrial Products exhibit held early
for the other articles which the new in October at Onondaga. N. Y.
budget; permit at long last. THE LARGEST DISTRIBUTOR OF FREE FILMS IN THE WORLD (Reviewed in Issue Seven, Vol. 3).

24 Business Screen
 *
"Ni

4'

THE ONE SOUND MOTION PICTURE PROJECTOR

THAT SERVES BOTH SMALL ROOM
AND LARGE AUDITORIUM . . . .

'.'•*'
-J. 7

Be/u/el AU Pu/upoA^
For Black and
White or Color
Silent or
Sound Film
Most
Portable
Plug-in
P. A. System ^^H^C<Xf^

VICTOR ANIMATOGRAPH CORPORATION

DAVENPORT, IOWA
 AGRICULTURE IN DEFENSE
SCRIPT OF "PLOWS. PLANES AND PEACE" GIVES
PICTURE OF FILMS ROLE IN RURAL EDUCATION

of clothing. Men will defend that, to feed, every day, winter and sum- may. our folks needn't go on short
The Vniled Slates mer, until the next crop comes in.
too. rations. Kemember back in 1917
Department of Af,riculture Scene: Planting and 1918. the meatless days and
Scene: Int. Farm Meeting
The Agricultural The plow and the planter, as So now the nation's farmers plan the wheatless days? Modern Amer-
Adjustment Administration well as the plane, defend our peace. ica's farmers have organized our
togetlier. setting up allotments of
Presents The way of farmers a sure, un-
is acreage to be planted that will defense against having that happen
PLOWS, PLANES hurried, cooperative, democratic keep the granaries full not only — again.

ii PEACE way. In just that way, America's full, but with something over just (Cue, Girl and Bacon)
farmers have built a national farm in case the rains fail next year, or Many a pair of hands finds work,
program budgeting their plantings, customers want a little more wheat, moving bacon along from the barn-
America Loves Peace; producing plenty without waste; yard
or cotton, or tobacco, or corn. to the breakfast table.
It's a
Peace Without, using, but not abusing, their soil.
Peace Within — They kno\v They talk
(Cue-Man Speaking)
it over, in meetings
big job, giving America its three
squares a day. The biggest job in
Scene: Corn Elevator from Maine to California. They America, come to think of it. A job
Art Title: Washington Bust
America's needs and they have ad- listen to the facts. They ash the in which labor, too. has its part to
Voice: A more perfect union . . .

justed their production to meet our questions play.

justice . . . domestic tranquillity
needs. They have stored plenty in {Cue Each Question to Face CU) Scene: Bread Mixing
. . . common defense . . . general
their bins. What does America need? Yes, sir, times have changed
welfare . . . the blessings of liberty.
Pan: Steel Bins How much should we hold over? since Grandma did her Saturday
. Those are the purposes the
. .

Their Ever Normal Granary is a How much do we need to plant? baking.

founders wrote down in our con-
full storehouse of abundance across Hole's our land holding up? (Music Up, Rhythm With Mixer)
stitution. . . . The general welfare.
the nation, as they mean it to be, (Cue, Voting) Men, machines and organization
. . . The common defense. . . .

for peace or for preparedness. .And they make up their minds, have put a new twist in bread bak-
Fade-In: Pastoral Ext.: Farm Meeting Americans knotv ing (Cue, Twist
as hoiv to do. Loaves) since
Now America is preparing to de-
In the farm program,
national They are the farmers. It's their Grandma's day. It takes men. ma-
fend the peace we love against be- farmers meet, plan, work together say-so. chines and organization to get food
ing shattered from without. more than ever before. They can Scene: Inspecting Corn to all America three times a day.
Scene: Steel Mill answer "Ready" when the nation If the fat harvests are to be Men, machines and organization no
And within, we prepare at the calls the roll of its defenders. saved for the lean years, they must less on the farm than in the factory.
same time to defend that American Scene: Tractors Plowing be stored. But if a farmer stores a Scene: Comparative Rations
dream which is the chief blessing Food and clothing, for general thrifty supply against the nation's The average American eats as
of liberty, the great guarantee of welfare and for common defense, need, he ought to be able to bank much meat as this every week.
domestic tranquillity, the Pledge come from America's fertile soil. against it for a loan to tide him Some places, all the meat you'd
of (Montage of
general welfare The good, rich earth is the real over. A
farmer needs his money be allowed in a week is just what's
workers). The American dream . . .
reservoir of our strength. at harvest time. So part of the on that little plate. But in the
— that the common man shall have
Scene: GuJly Shots farmers' plan is to store the com. United States, you can pass that
his chance to share in the vast the wheat or the cotton safely, in-
You
can't feed and clothe 130 big plate, for a second helping
abundance that our resources, our spected and graded. A sample goes and a third. Some places, you have
million Americans from gullied
skill and our labor can produce. to the laboratory. If it's good, the to have a ration card for almost
waste land.
For the defense of that, the arsenal farmer can get a loan, and the every bite you eat. Not here.
Scene: Terracing
(Scene: Arsenal), the factory, and granary is sealed until it's needed.
A terrace across the slope is de- Stamp Plan Sequence
the farm will join.
Scene: Meat Trolley
fense — defense of America's good Scene: Sealing Corn. Here we have food stamps to
soil. help people who are hard up eat
First of all, food and clothing Scene: Liming more of the kinds of food they
for 130 million Americans, day by And part of farmer's plan
the need, not ration cards to make them
day, good years and bad. And a is to pay back to the soil some of go always a little hungry. In more
fairreward for the men and women its spent richness of lime and phos- and more places here, as the food
on seven million farms whence phate. -^lamp plan is extended, needy
come the food and fiber. Scene: CU Crimson Clover families get extra food. When they
Scene: Army Car on Hill They give back to the soil its spend a dollar per person per week
For the common defense, sol- protection of clover and grass, rest for orange colored food stamps,
diers and sailors. Soldiers and the fields in their turn from the they get 50 cents worth of blue
sailors need guns, planes, tanks, hard drive of front-line crop pro- stamps free. The orange colored
ships and machines. duction. food stamps are good for any food
Scene: Aircraft Factory Scene: Wheat Harvest in the grocery store. The blue
Men at work to make the means Count enough years, and the Scene: Steel Bins stamps are good only for certain
of common defense. Men in over- harvest is average. But year by Always enough and to spare. —
foods surplus foods that some-
alls —
men in uniforms. Men need year, some crops are fat, some are Never any produced only to be where are glutting markets because
food. . . . lean. wasted. That's why farmers call it
farmers cannot sell them at decent
Scene: Textile Mill Scene: Feeding Pigs the Ever Normal Granary. prices and needy people cannot
and clothing, from the looms of No one wants to get caught with Scene: Meat buy them for decent living. So
America. Men will work for the an empty pantry and empty bins The Ever Normal Granary means surpluses are harnessed to work
right of their families to have, in in those lean years. Least of all something to the 130 million eaters for farmers and the people, not
peace, plenty of food and plenty the farmer, who's got his livestock in this country, too. Come what agaijist them, and there's food in

26 Business Sereen
America for peace or for prepared- anywhere. They roll along on tires
ness. in which there is cotton from .Amer-

Scene: Workmen Ealing ica's farms. There's more cotton in

There's food for workmen, hun- tents, in webbing straps, in gun-
gry after a good morning's work. cotton,
things the
and in dozens of other
army uses. In uniforms,
Here's More Power for Your
Scene: Family Ealing
There's food for your family,
more cotton, and wool. .And still

and mine, and millions like us. and

there's plenty of cotton.

(Cue. Cavalry)
Commercial Film Programs
like these.
Scene: Counly Fair The cavalry's boots and saddles Perhaps yours are among the many commercial film pro-
There's food when we feel like come from the herds on .America's grams which need the lightening touch of a rollicking
eating it. just for fun. at the county vast western range. cartoon comedy ... or the audience-building aid of an
fair. (Cue, Cook Fire) interesting short feature film ... or additional films to
Scene: Picnic For this young guardsman, eat- bring the programs to proper length ... or a periodical
And food for romance. ing his tin ration during a pause change of supplementary films to revive salesmen's interest.
Scene: Ealing in Plane in maneuvers, and for his family Broad experience will guide B&H Filmosound Library in
There's food however you like around the table at home. .Amer- recommending ready-made film additions which will con-
it. and wherever you want it. on ican farmers have given their tribute most to the effectiveness of your programs. This
the ground or above the clouds. pledge of abundance, and backed it extensive, up-to-date library offers the finest professionally-

CU: Boy and Hot Dog up with a national farm program made cartoons (many of them in color), plus timely short
.\nd for Junior here. Well, he that gears production to the na- sound films on a wide range of subjects— often on subjects
eat his spinach for supper. tion's need. which tie up closely with clients' business films.
can
can't he? A
few offerings typical of thousands available are briefly
CU: Girl and Milk reviewed below. Use the coupon to request complete in-
.And you. young lady, drink formation and our experts' advice.
yourself a toast to health and a

long life.

Scene: Army Dislrihulion

So that these children may have
their chance to grow up in the
way our people
peaceful of life
has called \ CARTOONS
have chosen, this nation
Popular with Every Audience
its young men into service. Thou-
sands of our citizens have become, Old Mother Hubbard. Color cartoon
which closely follows the nursery
temporarily, soldiers. From coun-
rhyme but has a new, happy ending.
ters and work benches, from homes Scene: Planes. Tank
Jack Frost, Bear cub, rebelling at
and schools, they have come to New ways to defend ourselves winter-long nap, has chilly adventures,
learn, how they may serve the com- against new threats, we must learn. tinally scoots for the blankets-

mon defense. Of all the things

they have to learn, none will be
more important than this: .Any
army travels on its stomach. -And
Uncle Sam's army can travel on a
full stomach.
\^'hen the National Guard took
the field in its greatest peace time
maneuvers, the rations rolled up
company kitchens on schedule.
(Cue.
Yes. even in a mechanized army.
KP still means peeling spuds.
Scene: Soldiers Eating
Scene: Plowing to Come Ataddin and His Lamp. Rags to riches
<V>^'" because of a genie. Humorous, color
New ways of sure defense against or monochrome.
the old threat of hunger, of glut
and waste, farmers have learned.
Scene: Bomber Flight
\^"hile America builds strength SPORT THRILLERS
for defense in the skies, seven mil- Films on Every Sport
lion farmers have built strong de- Symphony. Against an Alpine
to Ski
fense across the nation, backing up scenic background, experts show
how to ski; novices show how wo/ to.
the promise of abundance for all
KP) the world. Wild elephant Rovndup, Excitement
that Liberty speaks to tame elephants hunt
as natives with
wild ones.
Flying Paddles, Champioa kayak
paddlers show how^ it's done; shoot *

Produced and Distributed rapids, dams, and waterfalls.

vou've heard that an army
Maybe
by the
lives on beans and corned willie.
Extension Service
Maybe an army did. once. .\s a
United States
matter of Uncle Sam's neph-
fact.
Department of Agriculture
ews in uniform get milk, butter, Bell & Howell Company. ChicaRo: New York;
fresh vegetables and fruit, along HoII>T»ood; U ajhinjtton. D. C; Loodoo. £i/. 1907.
1
with plenty of bread, beef, bacon BELL & HOWELL COMP.^N"^*
— and beans. .And all of those Notes on Production 1808
( )
Lnrchmunt .\vc.. ChlcaBo. IM.
Plca»c rtfcommcnd flima for •'woctcnlnt"
things .America's farmers have pro- Above: Soldiers at First Army our proftrama. tDcucrtptlon of proaram*. pur-
pose, Hudlrncc type, antl film dUrrlbutluo
duced and are ready to produce in maneuvers .stage a mock battle at mcthoti ihould •ci-i>nip«nv thU r«jur«r.i Send
dvtalls on cartoon comcdie*; { "port ftlms;
> )

Ogdensburg. New York, as Tom

I

abundance. K. FlImoioundB.
I

[Cue, Feeding Horses) Hogan, director-cameraman for the Name Title..

Division of Information. .Agricul-

But the army needs more than 0>nnpatir..
tural .Adjustment .Administration, Filmosound "Commercial."
food from farmers. Strange as it Address
through a choice of maioriiy of commer-
seems, as armies use more ma- runs .ISmm. footage S I • t • ._. ^. ^- «>^;*o_
cialusersof 1 6miii. sound tilms. : ^y_ J
chines, they use more horses, too. Mitchell camera for Plows. Planes
Farms raise the horses, and feed and Peace. 17-minute movie pro- PRECISION-MADE BY
duced by the Agricultural Adjust-
them.

The
trucks
(Cue. River Crossing)
army's
ran take
four
the
- wheel -

armv almost
drive
ment Administration and the Ex-
tension Service of the I S. Depart-
ment of Agriculture.
.
^eU ofu^ (^c?u^el6
i94l 27
\unibiT Eight
 lined largeK to the gelatin in the
emulsion.
.Scralches result when the gela-
tin is too soft to resist abrasion.
Oil .stains, dirt spots and finger-

marks are absorbed inio the emul-

sion when the gelatin is too soft to
exclude them. Damp heat tends
brilliance of screen images in large Simplification of the teclini(]ue
further to soften unprotected gela-
auditoriums and outdoor areas. In of color cartoon production has
tin. Therefore, the specification re-
its construction \ iclor has retained been achieved by Hollywood Color- quires a hardening of the gelatin
the fine features that have so uni- film Corporation with the recent
evidenced by the raising of the melt-
versally popularized the company's installation of two new machines. ing point of the emulsion in water.
projectors in the past. First of the a 35mm
new units, This purpose, alone, could be ac-
The complete unit consists of a printer, designed for the purpose
is
complished by any one of several
projector, sound unit, amplifier, of making cartoons in either two or well-known liquid gelatin harden-
speakers (21, arc lamp, rectifier three colors, shot originally in ers. These all function by reducing
and projector stand. Literature either bipack or three-color on 35 the water content of the colloidial
containing complete specifications mm. stock.
molecules. Gelatin too low in water
and features of this new projector The second unit, eliminating the
Victor's New Arc Projector content tends toward brittleness.
now Form
A
new Victor product — the is available.
No. 1052. Address Victor Animato-
Request need for a cartoon stand, permits
cartoons to be shot in Kodachrome
The specification therefore excludes

Model "E" High Intensity Arc this dangerous expedient by requir-

graph Corporation. Davenport, la. and blown up to 35mm.
Lamp Projector — has just been an- ing that the protective treatment
nounced by Victor Animatograph cause no loss of pliability.
Protecting Your Valuable Films by Treatment
Corporation of Davenport. Iowa. Surface lubrication on film pro-
©Every sales or teaching film car- varnish on the surface of the film vides temporary protection against
This model was especially designed
ries a message. That message must will not be accepted." scratches. This lasts, however, only
by Victor engineers for heavy-duty
be put across effectively, or the film To many film users the most until the lubricant is rubbed off in
service and to fulfill a demand for
is a waste of money. Distraction novel and striking feature of this use or washed off in cleaning. Lu-
a projector that will produce ultra-
from the message must be avoided. provision for adequate film pro- bricants provide little protection
One of the most important causes tection is its inclusion in the specifi- against climatic damage, and none
of a break in concentration and cations. The fact that protective against staining. The specification
lack of attention is a scratchy and treatment is recognized as an es- requires that the conditioning pro-
stained film. This can and should sential element of an acceptable tective treatment be permanent and
be prevented. print, as good planning,
vital as that it result in a reaction directly
A good example of the impor- good production and good printing on the emulsion itself.
tance of providing an effective pro- is signified. The thought that an Theoretically, a lacquer over the
tection to the film is the specifica- unprotected good print is as un- emulsion would exclude stains and
tion provided in the print bid for desirable as a bad print may be new protect the gelatin against any
the vocational training film pro- to some, but it is important to all.
scratches not so deep that they pene-
gram now being produced by the Careful analysis of the specifica- trate through the lacquer. Theo-
United States Office of Education. tion casts on the causes of
light
AN OPEN LETTER "All prints must be subjected to film damage, and on the best pre-
retically worn, stained and
again,
scratched lacquer could be removed,
TO YOUR BUYER a permanent conditioning and pro-
tective treatment, equal to the J'apo-
ventative measures.
noted, first,
It should be
that the protection de-
and fresh lacquer substituted. Prac-
tically, a full surface lacquer
Dear Sir: rate process, resulting in a reaction manded consists of changes in the would have to have a coefficient of
directly on the emulsion itself. Such physical properties of the emulsion. expansion identical with both cellu-
The audio-visual method of train-
treatment shall raise the melting The celluloid base of standard first
loid and emulsion. Partial, or high-
ing has been recognized as the
point of the emulsion in ivater and quality film is accepted as sufficient- spot lacquers can expand safely
most effective.
without added
cause no loss in pliability. Such ly durable in itself,
under heat, but do not protect the
Audio-visual equipment produced conditioning shall be effective with- protection. Similarly, the stability
entire emulsion against the various
by Radiad Service has been proven in 2-1 hours after print is developed of the silver image presents no types of damage. The specification
to be the more effective way of and dried. The type of treatment problem proper handling in
after provides that the type of treatment
using this most effective medium. that forms a skin-tike layer or the laboratory. Film damage is con- that forms a skin-like layer or var-
nish on the surface of the film will
You will appreciate the story of AMPRO'S TRI-PURPOSE PUBLIC ADDRESS SYSTEM, constantly improved over
a period of years by new and designed circuits, is now playing a useful role in not be accepted.
our latest developments, and we industry where educational meetings for defense workers are conducted; in school
auditoriums and similar meeting places such equipment is indispensible. Shown The "Vaporate" process, set up in
will be happy to furnish you with above is latest PA-3 Model Amplifier which has a power output of over 55 Watts
the specification as the standard of
full details.
adequacy, consists of subjecting the
Won't you drop us a line, and let film to the effects of a successive
us show you how we have an- series of vaporized chemical rea-

swered a 1001 equipment problems. gents in a vacuum chamber.

Just send your card or letter to us at Vaporate meets the specification
by first substituting lasting internal
154 E. ERIE ST. • CHICAGO lubrication for the normal water
Designers and Builders of Quality content of the gelatin, to assure a
SOUND SLIDEFILM EQUIPMENT-
PLAY BAG K -TRANSCRI PTION fully maintained pliability reserve.
and AMPLIFIER UNITS
.A second chemical vajior toughens
the gelatin solids and renders the
colloids insoluble, raising the melt-
RADIA'D ing point of the emulsion in water,
and affording protection against
damage from climate, abrasion and
defacement. These are chemical re-

28 BuMinvftx SiTVfin
actions directly on the emulsion it- therein and 225 subjects covered
self, and therefore permanent, ^'a- in silent and sound films.
porate also provides, in the action EdI CATIONAL SECTION
of a third vapor, external luhrica- Here will be found pages of in-
tion to ease the passage of the film formation devoted to the film li-

ihroiigh the projector and to relieve braries and rental service available
perforation strain. from imiversities. colleges and de-
Therefore any film user should partments of education in your
demand, as does the U. S. Govern- Stale. The men and women direct-
ment, that his film supplier provide ing the activity of these libraries
prints which have been given per- discuss the utilization of the motion
manent conditioning and protective picture in education and prophesy
treatment ei|ual to the \aporate the future growth and development
process. Untreated films can be of this medium of instruction, based
protected now against further dam- on their experiences and observa-
age in the future at a small charge. tions in the field. County and City
Photographic dealers everywhere School Cooperative Film Libraries,
are glad to arrange this service for as well as independently owned
the school customers. City School Film Libraries, are
listed.
Radiant's West Coast Office
Editorial Section
A new West Coast sales office and
The editorial columns contain a
warehouse has just been opened at
wealth of information pertaining
1558 North Vine Street, Los
Lamp Cor- to the use of films in the classroom,
.Angeles,bv the Radiant
poration. Newark. N. J. Deliveries in churches, in the home and by
industrial organizations. Every ef-
to \^ est Coast dealers of Radiant
picture projection lamps,
forthas been put forth to make this
motion
and other film source directory virtually a
spotlights, floodlights
bibliography of information on
concentrated filament lamps will be
films, where to locate them and how
expedited considerably through the
to use them. It will be helpful to
new office.
teachers, to the business man, to
\^'alter C. Feistel. who has been
the Pastor, to the individual in the
transferred from the company's De-
troit office and placed in charge of
home, to CCC camps and other gov-
ernmental departments, in fact,
sales and service on the ^ est Coast,
everv 16mm film user will want
has had wide experience in the
one of these directories. The price
lamp industry.
of the catalog is 50c. Address your
Looking for Films? request, accompanied by remittance,
Victor Animatograph Corpora- to the Directory Editor. Victor .Ani-
tion, Davenport. Iowa, leading matograph Corporation. Davenport.
manufacturers of 16nim motion pic- Iowa.
ture cameras, and projectors an-
Distributes Religious Film
nounce the release of their Eighth
The Northern California distri-
Edition Victor Directory of 16mm
bution rights to Theater-on-Film"s
Film Sources. Owners of 16mm
Journey to Jerusalem have been ac-
projectors will relish this news as
quired by Photo & Sound. Inc.. of
this source directory actually tells
San Francisco. The picture fea-
where send for films on the sub-
to
tures the original Broadway cast.
jects in which they are interested.
There are over 600 sources listed Appointed Modern
Distributor
To assure better distribution
of its own productions and films
of other commercial firms. Photo
ALL STEEL & Sound, Inc., San Francisco
film movie and transcription firm,

CABINETS has become the northern Cali-

fornia unit of both Modern Talk-
^
^^
Neumade
Kivc
All Slrel ( abincf;
safe storage and long ing Picture Service and Allied
lilc prolrrlion -o valuable,
costly films that is why
. . .
Film Exhibitors. Booking of
Ntumade All Slccl Cabinets commercial films for nationwide
arc standard eiiuipment in
many imporlnn' t{^>^ ernmcnt- distribution is now possible di-
al dcparlmenlH for safe
ki'i'piiiE of offirial films. . . . rectly from San Francisco. 11.-
Industry tiir protects its
sales and trainine promo- 1100 consumer audiences on the
tional films by usinic Neu-
made All Steel Cahinels as- Pacific Coast alone are classified
suring perferl humidtfiration
protcrlMin asnin^t dust, tire
and indexed for early selec-
tion. 4 4».>ll.>(ii
Sizes to fit any need.
Write For Illustrated m
^
Folder Totla>.

^au4na3e.
PRODUCTS CORP.
RtIT .
 after the clo.se of the regular school
NYA VOCATIONAL FILM
{Cvnlinuftl from l^af^e 17 I
TRAINING FOR DEFENSE day. continuing throughout the eve-
ning and into the night.
.Subjects covered include
Chicago Schools Explain Vocational Training Program in Pictures avia-
and 24 will gain work experience tion mechanics, automobile mechan-
this year, qualifying them for jobs • I'oRTKAVLNC the Operations of Superintendent Philip L. McNamee. ics, electricity, foundry work, forge
in ship-buililing. aviation, machine an all-out program of technical thus far this year. 22.000 men have work, machine shop, mechanical
tools and other bottle neck indus- training for defense work — involv- been trained for specific defense- drawing, sheet metal work, weld-
tries. In foundries and forges, wood ing ten trade and technical schools industry jobs under the program. ing, pattern-making, lead burning
and sheetmelal. machine and radio throughout the city and. in some According to Lee R. Robins. Direc- (a process taught in no other pub-
shops, boys and girls are learning cases,a 24-hour classroom day tor of the Council, the great ma- lic vocational school), blueprint
to work by working. How to pre- the Chicago Board of Education jority of these men have already reading, and tool and die design.
sent the picture of these job-bent sponsored motion picture Chicago been absorbed by defense indus-
Leakmnc by Doi.nc
youth in a way and hold
to attract Trains Men for National Defense, tries — 8,000
on the direct recom-
Training throughout is geared
the interest of the public was the is a highly effective presentation mendation of their teachers, many
problem the Illinois NYA solved. closely to the modern educational
of how one city is helping to meet others through contacts of their
Without sacrificing the professional theory that the best teaching in-
the nation's need for trained men. own.
volves "Learning by Doing." Every
touch, costs were necessarily kept The film was produced by the Film The courses given are open to
at a minimum by commandeering
operation is planned to duplicate
Council of the Chicago Public all men of workable age. There
actual industrial practice, avoiding
the staff and youth for a large Schools. are no tuition fees or other costs
part of the production work.
always the waste-motion of purely
Through Superintendent \^illiam for enrollees. since the entire ex-
"classroom practices." \ motor,
Tell One Youth's Story H. Johnson's Vocational Training pense is met by the Federal Govern-
for example, is never "cut away to "

Program, supervised by Assistant ment. Classes begin immediately

In order that the film would not demonstrate its inner workings;
be merely a series of disconnected rather, it is torn down and rebuilt
scenes, a simple story of one typical as it would be in the repair factory.
NYA youths experience was told. Even the use of scale models is
Against a background of defense avoided wherever possible. Train-
industries needing workers, an in- ing films, selected from the "big-
experienced unemployed youth is gest school film library in the
introduced. Taking an industrial world." are used whenever the
foreman's suggestion, the boy ap- teacher feels there is real need for
plies at an NYA work center. Be- them.
fore the camera, he goes through In Chicago Trains Men for Na-
the initial procedures, passes a tional Defense, the whole story of
medical exam and takes the oath of this training program in Chicago
allegiance. As a counsellor explains is presented simply, directly, graph-
the program to him and other youth. ically.Done in full color with ac-
fades take the audience to actual companying narrator sound-track,
resident and work experience cen- the film makes especially liberal
ters Illinois. With the
throughout use of close-up sequences of men
counsellor's words '". You will . .
at work on a variety of tasks; thus.
among the 100,000
take your places in the absence of a continuing hu-
who found employment during the man-interest narrative, the message
past 12 months through NYA ex- is kept immediate and personal.
And
your hands

MAN THE MACHINES

perience . . . in
Two Major Uses Planned
the fate of the nation and of its way
of life will be safe", the boy is in- Two major uses are planned for

spired to start his NY,\ work ex- the film. being shown to com-
It is
Recruits in that army of men who operate the machine tools mercial club, civic club and other
perience.
vital to American defense need training as much as our buck business men's groups to stimulate
A Good Commercul Short privates.
a general interest in the program
Youth
on the Industrial Front Films, like those in production for the Gisholt Machine Com- and to interest business men in em-
has a good com-
all the qualities of pany, "Turret Lathes, Their Operation and Use," are doing ploying graduates. In the first week
mercial short. Burton Holmes Com- that job faster. And see what a few exhibitors say about an- during which the film was offered
pany of Chicago did all lab work. other Kodachrome production, the South Bend Lathe Works for bookings, eighty business
The Chicago NYA Symphony Or- "How To Run A
Lathe Film Series": "E.xcellent color; every groups were booked for showings,
chestra provided special music ar- detail is brought out clearly" "Best visual aid pictures we
. . .
eighty other groups could not be
ranged to fit the action. have had" . "Excel as a teaching aid"
. . "The finest pic- . . .
accommodated.
No "actors," in the professional tures in this line that I have seen" "Without a doubt the . . .
.\ secondary objective being —
were used best of its kind in its field." pursued through showings before
sense, Youth on the in
Industrial Front. The "hero" is a The best equipment plus skilled writing, direction, photogra- student and parent-teacher groups
17-year-old boy who worked in the phy, editing and sound recording in color and in black and — — is to interest prospective en-
Chicago work experience center ma- —
white bring proof from audiences that rollees in the benefits of the train-
chine shop. The role was a "natu- ing. Past enrollments have come
ral" for him because he had turned
to the NY.\ for help after his high
BURTON HOLMES FILMS GET RESULTS! from technical workers who have
been away from their jobs and
school graduation when he could 48 Years oi Successful Showmanship grown rusty of skill, from men who
not find a job. The counsellor, as desire to rise above recent routine
well as the supervisor shown, are futureless tasks, and from high
members of NYA
all
trative staff.
the
Some 1500 youths on
adminis-
BDRTON HOLMES FILMS, INC. school and college graduates.
Emphasis in the filming was
the Illinois NYA
program worked, PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY placed on complete coverage of the
ate and played before the camera 7510 North Ashland Avenue • Chicago • Telephone ROGers Park S056 activities carried out in the ten par-
for this movie. ticipating schools. Hence, little

30 BusinesH Screen
 For listings on this
page address in- BUSINESS SCREEN'S
im^ o o o o YOU! ouiries
Bureau
toService
Business
of

You who are

sure that
interested in making
industrial films put their
message across without distraction
Screen, 20N. Wack-
er, Chicago.
INDEX OF PRODUCTION
from climatic d a m a jf e wear, .

scratches and stains . .you want

. • The i.ndlstriai. I'hoijl cek's
permanent and effective film pro- out.^tanding recent contributions
MR. PRODUCER —
tection.
to national defen.se training, to
both army and navy training
MR. USER — /
VAP.O^RATE materials and
for the general If your product is for 16mm
public and industrial relations release, check these facilities
BEHER PHOTO FINISHERS uses of industry show how for sfudio or location
OFFER VAPORATE PROTECTION well
FOR STILL NEGATIVES
the industry has adapted itself to the • Direct I6mni Recording
present era. • Re-recording +o 16 — 16
35 to 16 — —
VAPORATE CO.. Inc. Bell t
1801
HOWELL CO.
Larchmont A
growing realization that films possess the
16 fo 35 — Sync
Transcription to 16 Film
Chicago • Sync Precision 16 Prefessional Camera
130 W. 441I1 Sf.
716 No. La Brea power to make understood the problems which • Interlock 16 Sound to any 35 Camera
New York City Hollywood
industry faces as a result of curtailed and di- for Sync Shooting
• 16 Sync Playback
verted production lines is noticeable in agency • Hammond Novachord for Scoring, etc.
circles. Present advertising copy, written to And many other services to enable you

MUSICAL SCORE BY turn away sales from an already oversold dealer

to make better pictures at less colt.

Write
can hardly accomplish any lasting public

TELEFILM
field,

Jack Shaindlin relations goods. The story must be told com-

pletelyand it should be told only to those cus- INCORPORATED
• Have your problem solved by the com-
tomers in whom the dealer and. in turn, the 6039 Hollywood Blvd. Hollywood, Calif.
poser of scores for over one hundred shorts,
newsreels and industrial pictures released manufacturer is interested. Gladstone 5748

by Universal, Columbia and RKO. Because films can do this job better than any
other medium, because they have the power (as
ALSO demonstrated in the Hotpoint story which is a

THE INDUSTRY'S MOST feature of this issue)

to bring crowds to the
dealer's doorstep for such a message, they should
OUAIITY PRODUCTIONS
MODERN MUSIC TRACK be used more widely and with greater importance BLACK & WHITE & IN COLOR
LIBRARY ON FILM than ever before in 1942. Understanding that
the Job of Training and Selling for Tomorrow's
AVAILABLE Post Ifar Markets is of primary importance to
all industry, the film producer will be ready to
Eastern Service Studios — 35-11 35th Avenue
serve a growing clientele. That he must serve
Division of S A R R A, Inc.
RAvenswood 8-8300 Long Island City, N. Y. honestly and efficiently goes without saying. Wttltehall 5ISI -:- l( East Ontario Street :- Chicago

Kind Words For a Public Utility

SLIDEFILM EQUIPMENT It is a stirring story which the Southern New
England Telephone Company tells in its new
SLIDEFILM PRODUCERS!
sound motion picture Connecticut Answers. The
*7Ae PICTUREPHONE film shows vividly how the whole state is labor-
ing to speed defense production. It shows also KODACHROME
3-DIMENSIONAL
SLIDEFILMS
for Training, Sales,
that in Connecticut we have something that is from your original
stereo transparencies for
Demonstrations, Meetings use in S.V.E. Polaroid Projectors and "Tru-Vue"
well worth defending. Human activity and nat-
The Only Complete Line of Sound Slide Film stereo viewers.
ural beauty are skillfully blended in a fast-mov-
Projection Equipment on the Market. What-
ever You Need, We Have It. Twenty-Five Ex- ing series of pictorial shots. color ILLUSTRATIONS, Inc.
clusive .Advantages. Radically Different. The film is frankly propaganda and is labeled 152 WEST 42nd ST. • NEW YORK • Phone Longacre 5.9255
Write us loilay . . . as such. The telephone company points out quite
O. J. McCLURE TALKING PICTURES properly that telephone service is vital to de-
1115 W. WASHINGTON BLVD.
CHICAGO, ILLLINOIS Phone CANal 4914
fense production.
the fact that
It has a right

it
be proud of
to
has been able to adjust that ser-
IN SAN FRANCISCO .
A COMPLETE SERVICE for Motion Pictures,
vice so that it fits in with tremendous industrial Sound Slidefilms, and Electrical Transcriptions.
expansion. The company is trying to keep its IDEAS SCRIPT . PRODUCTION
. . . . .

employees aware of the importance of the work . EDITING

. . TITLING RENTALS . . . . . .

FROM CAMERA TO SCREEN they are doing. The film shows them doing EARNY ST.
more than their bit for the defense program. PHOTO & SOUND, Inc. 'r..''. o o k 2 103
QUICK! This strikes us as whojly legitimate public re-
Why take chances? Use and specify lations activity. The telephone company is a
Railway Express — the fast, sure service monopoly and can, at such times, be arbitrary. OTHER PRODUCTION SOURCES
that speeds up speed on films, equip- But when we see such a film as Connecticut An- AUDIO PRODUCTIONS, INC., 35-11 35th Ave..
stvers. we realize that the telephone is just about
Long Island City, N. Y.
ment and promotion material. Low rates. ADVERTI-FILMS, INC., Hollywood, Calif.
as important to the country as the arteries are to BLAKE, INC., RKO BIdg., New York
High economy. It pays. B. K.
the body. We shall try, from now on. not to go City.
BURTON HOLMES
-And- to pieces when we very occasionally get a wrong Avenue, Chicago,
FILMS, INC., 7510 Astiland
Illinois.
For super-speeJ use AlR EXPRESS
3 miles a minute.
number. —
Danhury (Conn.) News-Times. CARAVEL
York City.
FILMS, INC., 730 Fifth Avenue, New
Editor's Note: Films continue to receive a good CASTLE FILMS, INC. Offices in Rockefeller
Center, N. Y. Also Chicago and San Francisco.
Railway EXPRESS share of favorable editorial comment on their JAM HANDY PICTURE SERVICE. Offices in
useful role in the nation's business. If vou see Chicago. Detroit, New York, Hollywood, Wil-
mington and Dayton.
NAT ION-WIDE RAIL-AIR SERVICE items like this in your local paper, clip them and LOUCKS & NORLING STUDIOS. 245 West 55th
forward to Business Screen. Street, New York City.

32 Business Screen
• Here Chicago's wholesale transportation and general business areas, adjacent to loop shopping, financial and
at the heart of
20 North Wacker Drive offers both efficiency and economy of LOCATION for your office headquarters.
theatrical sections,
—
Added convenience and more time for your customers, executives and employees through these advantages in LOCATION. At
the door, every kind of local, suburban and other transportation facilities with ample low-cost parking areas for those who drive.
Within this towering modern office skyscraper are adequate facilities for all types of business meetings, with unexcelled luncheon,
dinner and banquet service from popular-priced dining rooms to the luxurious facilities of the famed Electric Club. These extra
advantages of 20 North Wacker Drive make it the preferred LOCATION for your office headquarters in Chicago.

Addtei^ all uu^i/uei ia Ute 0^^ic3

20 NORTH WACKER DRIVE
o/ tlte Pieiide*tt. Ml. /. G. Iluunp-ian THE CIVIC OPERA BUILDING
WASHINGTON BOULEVARD AND WACKER DRIVE CHICAGO •
 PROJECTION SERVICE
FILM INDEX
Brief notes on current films now in use for commercial end

educational purposes, including those recently announced.

and regional facilities for the
Local
showing of commercial film programs
Aircraft Production Oil and Gasoline

California and Pacific Coast — Tide:

Quantity."
"Curtiss-Vi right
Subject: How
Answer-s
this
the Call
producer's pro-
for Subject: Endurance
sor: Continental Oil
motor oils. Spon-
tests for
Company. Comment: Out-
duction schedule
is being "stepped up" for of door showings at major oil stations selling
ALLIED FILM EXHIBITORS, Inc. defense. Sponsor: Curtiss-^^'right. Inc. Com- sponsor's products. A
motion picture relating
Vermont Avenue. Los Angeles, Cal.
1963 So. ment: A sound motion picture available to mis- story of recent road given Conoco's Nth
tests

ESKTBITOSS OF ISMM. INDUSTBIAI. AITB cellaneous business men's groups. motor oil under supervision of Professor H. M.
FirBI.IC BEIiATIONS FII>MS. Baking (Sales Education) Jackson of Purdue University.
56 exchanges eerring 250 commanltles In the
Western Trading Area.
Title: "Retail Selling." Subject: How to sell Poultry Production
bakery goods. Sponsor: Standard Brands. Inc.. Title:"Give Eggs a Break," and "Your Chicken
Regional officet

8AK FBAHCISCO • FOBTI.AKD • Si:ATTI.E makers of Fleischman's yeast. Comment: A Dinner." Subject: The 'how' of egg and poultry
.sound motion picture featuring the sponsor's production on New England farms, plus a
bakery merchandising consultant. Alice Bowl- presentation of a variety of ways of preparing

Missouri, Central Illinois, Etc. — ing: shown to groups of bakers and salespeople. both for the table. Sponsor: The Maine Fresh
Egg Institute. Comment: Paired motion pictures
Banking
in color being shown to farmer groups.

. .

and the
^ CtWe^UUfC *« ST. LOUIS
States of Missouri. Illinois, and Arkansas
Title:"The Story of a Check." Subject: The
journey a check takes from the time it is drawn
until it is paid by the bank and returned to

420 N.
^ RAY SWANK
SKINKER BLVD., ST. LOUIS, MISSOURI
the depositor. Comment: A motion picture of-
fered for showings to groups of bank employees.
PEP UP YOUR MOVIE SHOWS
EXPERIENCED COMMERCIAL DISTRIBUTOR Bottling Industry pMwith POST 16mm Sound Films!^^
Also Equipment Rental and Complete 16 mm. Library Title:"Bringing Them Back Buy." Subject:
to
Many new features and shorts. Popular
The returnable beverage bottle as an important
Missouri, Kansas, Etc. — business-getter for the grocery trade. Sponsor:
The Owens-Illinois Glass Company. Comment:
Hollywood
ject matter.
stars. Wide
Illustrated
variety of sub-
1942 Catalog
Dramatizes the results of two recent surveys on sent on request. Write todayl
KANSAS CITY SOUND SERVICE CO. the returnable beverage bottle, as made by the
1818 WYANDOTTE • KANSAS CITY. MO. Home Makers Guild of America. A talking POST PICTURES CORP.
picture. 723 Seventh Ave., Dept. 11, New York City
^^^ite Hood SUcuu Center o/ Food Industry
Title: "Coffee, the Pride of Columbia." Subject:
7I4c <Mea^ o/ /Iftie^uca." Growing and processing of coffee —from seed
TFRRITdRY fK*NSAS and WESTERN HALF MIS-
iLnnilUIII to packaging. Sponsor: Atlantic and Pacific
'|_SOURI and ADJOINING TERRITORY
Tea Company. Comment: Motion pictures in
NOW HANDLING COMMERCIAL FILMS for several Na-
fiofial Manufacturerj. Personal contact with over 100 roadshow technicolor for general consumer audiences and
operators enables us to give personal supervision. Our mailing school uses.
lists over 2,000 Schools and Colleges. Twelve years' experience
3S Motion Picture Distributors. Furniture Industry
Title:"American \^alnut." Subject: Historical

New York, INew Jersey, Connecticut — background, present manufacturing use of wal-
nut woods. Sponsor: American Walnut Manu-
facturer's Association. Comment: A new color
16MM & 35MM ';:s^^tii^r^, and sound motion picture available for free
school, church showings, supply equipment and operators.
Full responsibility, one-time or long runs in New York,
showing by interested groups.
New Jersey, and Connecticut. Continuous projection and
sound-slide film service. Have largest local list of the- Garment Making
atrical outlets for top quality industrial films. Subject: Operation and use of an automatic
KING COLE'S SOUND SERVICE, Inc. spreading machine produced by the sponsor.
203 E. 26th ST., NEW YORK CITY LEx. 2-4781 Sponsor: Cutting Room Appliances Corporation.
Comment: A 16mm. motion picture available

Ohio, Midwestern States — to interested manufacturers and garment-makers'

convention groups. Machine is shown in opera-
tion in garment factories of various types, han-
i,i25,000 dling materials ranging from 36-inch cottons
to 60-inch woolens and 600-pound canvas.
Ou Programs
est Rural Residents See Our
Middle West
Glass Making
Title: "Blow- Pipes." Subject: Outlines glass

Wo can show
>w YOUR INDUSTRIAL FILM
F to this
manufacturing processes. Sponsor: Libbey Glass
Company of Toledo. Ohio. Comment: A tech-
nicolor motion picture being shown as an edu-
cational feature before convention and club
RATES ON APPLICATION
groups.
TWYMAN
Central Avenue
FILMS. Inc.
Dayton Ohio industrial Products
Title: "Keep 'Em Rolling." Subject: The manu-
facture of bearings. Sponsor: Timken Roller
SPACE IN THIS DIRECTORY Bearing Company. Comment: A motion picture
For Information concerning listings in this being shown to Timken distributor groups.
geographical index, address Business
Insurance
Screen, 20 North Wacker Drive, Chicago.
Title: "A Plan for Americans." Subject: Wel-
Rates for service sent on request to re-
fare. Sponsor: The Welfare Division of Metro-
sponsible projection operators.
politan Life Insurance Company.
 FROM HAWblll TO NEWFOUNDLA
So that the men who serve in the distant outposts of our

nation's first line of defense may enjoy the same high-quality

of film entertainment that has made America's cinema theatres

the world's finest, the latest in DeVry heavy-duty professional

dual theatre projection equipment is being installed in many

of the Navy's far-flung ^ bases from the distant
Pacific isles to the ^^k shores of Newfoundland.

•'" addition
to Ihr n ,
"art. DeVr,, "" ""htin^
a,uu ((*™;

;»-ordinatcd
7ou,h"" '•'"''-MeZ,

^"^-e supers:; '^'^'^

THE FINEST THEATRE PROJECTION !;-'"d
'«"ndperform.„.„
performance
"^
"r'?'"P
"'^''^'""P and '"'
^"^^ all-

Here is 35mm theatre sound projection at its best! This

;;-manship /''-- « theatre
DeVry Heavy Duty Professional Theatre Projector is ,, J,^
\"-"^ ^ou„d project" '" ^^^'^
built to withstand punishment; from the torrid heat of f
the tropics to the frigid cold of the Arctic; its rugged Ih'i'ry"QR-\2" 16mm
-gged and '"''' Sound Projector
endurance assures constant, theatre-quality performance. dependaMe ^'"^^r-
''^«"^e they
are"
^" «^y-to-carry
Features: Heavy Duty Interchangeable Intermittent Sys-
!

tem; Patented Silent Chain Drive Mechanism; Built-in !:A"^^'^

Series
-- DeV~>' -^--^"ed J
Sound Head with Rotary Stabilizer; DeVry Patented Ex- ,
^^: Projector f'^^P^""" and
ternal Framing Device Synchronized with Shutter;
"''° -ant ^"''''^"-' "sers
Automatic Picture and Sound Change-Over for Dual the fi„Tsr
"-'hip and ''""" ^''->-
Projector Operation. Dust-Proof Case, Rigid Base, etc. trouble f"
'ree operation.

^ei 2>eZ^^ de^UAe cUl ^au^ ^M> fteedi

WITH THESE FEATURED PRODUCTS AND SERVICES!
Cameras for All industrial Uses
DeVry Automatic 35mni
Cameras are ideal for
High-speed
industrial uses.
all
v/^^'-t-
models are adaptable for
many purposes. Shown is
DeVry 3 5mm 'Magic
Eye* with electromagnetic
shutter release attachment
for special inspection
work. Other models avail-
able for motion study, in-
dustrial training, produc-
tion records, etc.
Immediate Dflirrrv!
 To those

have shared the

nmn^ . .

„ho
"'"'
_ a« *»8' »" >"
cm .he pic».= »" *«
, „,„„
plain .ha. .,, ci„e»a
„, the
of
things .Urough the eyes

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camera
ana *. p.«i«"'
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real
craftsmanship.
and

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i

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 - -OM 51',

42- 30765

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