Skip to main content

Full text of "Business screen magazine"

See other formats 


Mv.V' <•"«■■ 


t-^i-U'^: 


■■^^ 


'ri;;.';v-f.\'- 


lii-v/x.'rt-;  ■. 


•v:t'.,7f,<," 

,■,.'-•■,■  -J, 'J.--  . 


^ii'S 


*^^' 


I^R'^b  1983 


;  '-'•  '■\' 


"^^^l 


REFERENCE 
COLLECTION 

CLEVELAND 
PUBLIC  LIBRARY 


FromthecoDectionofthe 


n 


sTtn 

u 


m 


°  -trelinger 


library 
t         P 


San  Francisco,  California 
2008 


{' 


isjJiyiisuwiiiiJi 


i^ijj 


IN      THIS      ISSUE:      OFFICIAL      WORLD'S      FAIR      SURVEYS  : 
WESTINGHOUSE      PREVIEWS      THE      MIDDLETON      FAMILY 


An  Outstanding  Contribution  to  tlie 
Field  of  Commercial  IVIotion  Pictures 


Jsewher 


n  to  provide 


-  m  new 

-"--"u-i.-nco..erc;alfi,;r    '^  "*'"  ''''-We 


Audio  Production/  Inc. 

Producers    of     ybuND     Motion      Picture/ 

r       Vtvestern    EltctricT  ~J 

35-11      THIRTY     FIFTH    AVENUE.  LONG   I/LAND  CITY.    NY 

(West  Coast  Facilities  —  6625  Romaine  Street  —  Hollywood,  California) 


41- 


79 


World's  Fair  Movi 


nimosound  "COMMBItaAL" 

is  a  compact,  single-case  projector  offering  the  utmost 
io  convenience  and  simplicity  of  operation  for  the  busy 
salesman.  It  provides  uninterrupted  ihree-quaner-hour 
showings  of  theater  quality  in  salesroom,  showroom, 
hotel  room,  or  moderate-sized  auditorium 


That's  Why  MOST  Exhibitors 
Using  Talking  Pictures  Show  Them  with 


BELL  &  HOWELL 


filmosound  "MASTEk"  is  a  more  powerful  projector 
for  serving  larger  audiences.  It  shows  both  sound  and 
silent  films.  Has  provision  for  using  both  a  public 
address  microphone  and  a  phonograph  turntable.  Has 
powerful  ampli6er,  and  7  50-watl  lamp  with  condenser 
for  325g  brighter  pictures. 


fILMOARC— the  most  pow- 
erful of  16  mm.  projectors  — 
employs  the  automatic,  elec- 
tric-arc type  of  illumination 
used  by  movie  theaters.  It 
provides  such  screen  bril- 
liance and  ample  sound  vol- 
ume that  it  can  be  used  in 
largest  auditoriums. 


At  both  the  New  York  and  San  Francisco  Fairs, 
Bell  &  Howell  Filmosound  Projectors  are— by  far 
— the  predominant  choice  of  exhibitors  who  use 
16  mm.  talking  pictures.  Aetna  Life,  Armour, 
Bethlehem  Steel,  Coca-Cola,  Coty,  Yale  &  Towne, 
and  scores  of  others  use  Filmosounds. 

Why?  Because  the  show  must  go  on!  Because 
continual  use,  all  day  and  half  the  night,  seven 
days  a  week  for  month  after  month,  is  grueling 
service  which  requires  the  utmost  in  projector 
ruggedness  and  stamina.  Because  these  exhibi- 
tors have  found  that  Filmosounds  can  be  relied 
upon  to  project  theater-quality  pictures,  to 
deliver  clarion-clear   sound,  and  to  continue  to 

How  to   Dramatize  Your  Product 

.  .  .  and  build  up  sales  and  good  will  with 
commercial  sound  films  is  told  concisely  in 
a  free,  illustrated,  36-page  booklet,  SHOW- 
MANSHIP. Write  for  your  copy,  today. 


give    new -machine    performance    after    months 
of  constant  use. 

The  same  lasting  dependability  which  makes 
Filmosounds  the  choice  of  a  majority  of  World's 
Fair  exhibitors  recommends  these  projectors  for 
your  use.  Whether  your  need  is  for  small,  compact 
machines  for  your  salesmen  to  carry,  or  for  1 6  mm. 
projectors  capable  in  the  largest  auditorium,  there 
is  an  ideally  suited  Bell  &  Howell  model.  All  are 
built  to  the  same  quality  and  precision  standards 
as  the  Bell  &  Howell  studio  equipment,  preferred 
by  Hollywood  for  more  than  32  years.  Bell  & 
Howell  Company,  Chicago;  New  York; . 
Hollywood;  London.  Established  1907. 


rRiCISION-MADE       BY 


B  E  L  L    &    HOWELL 


1 


BS  No.  9-39 

BELL  &  HOWELL  COMPANY 
1808  Larchmont  Avenue,  Chicago,  111. 
(   )  Send  free  booklet,  SHO>X'MANSHIP. 
(   )  Include  details  on  Filmosound  Projectors  for  busi- 
ness use. 

Same Tif/e 

Company 

Address 

City State 


THE 

MEN  BEHIND 

* 

Look  to  the  men  behind  the  men  behind 
the  camera  for  the  success  of  your  com- 
mercial motion  picture.*  Good  camera 
technique  is  important — yes.  But  the  suc- 
cess of  the  finished  picture  depends  first 
of  all  on  the  story  it  tells  to  the  people 
you  want  to  influence.  And  that  is  deter- 
mined long  before  the  cameras  start  to 
roll — by  the  creative  ability  of  the  men 
behind  the  men  behind  the  cameras. 

So,  Industrial  Pictures,  Inc.,  suggests  that 
you  consider  the  competence  of  the  cre- 
ative staff  in  choosing  the  studio  that  is 
to  produce  your  business  pictures. 

Of  course,  we  don't  mean  to  minimize  the 
many  obvious  superiorities  in  the  facilities 
offered  in  our  plant.  They  include: 
studios  designed  and  built  from  the 
ground  up  for  the  production  of  business 
films  ...  a  stage  acoustically  designed  in 
collaboration  with  RCA  engineers  to  meet 
the  special  requirements  of  business  pic- 
tures .  .  .  the  latest  type  RCA  High  Fidel- 
ity equipment  to  permit  the  making  of 
sound  pictures  anywhere  .  .  .  and  many 
other  features  which  place  Industrial  Pic- 
tures in  the  first  rank  of  commercial  pro- 
ducers. Because  of  these  facilities,  and 
the  capable  personnel  working  with  them, 
our  clients  benefit  by  greater  technical 
excellence  together  with  lower  production 
costs  in  the  finished  product. 

But  of  far  greater  importance,  we  believe, 
is  the  emphasis  Industrial  Pictures  places 
on  the  work  that  goes  before — on  pro- 
viding a  staff  unusually  able  to  fashion 
a  story  in  pictures  that  effectively  reaches 
into  the  minds  of  those  you  would  influ- 
ence. We  invite  you  to  investigate  the 
thinking  and  working  procedures  of  the 
men  behind  the  men  behind  our  cameras. 


DL  FILM  FORIM 

A  COLUMN  OF  LETTERS  FROM  OUR  READERS 

»iiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii{iiiiiiiiiiiiiiiiiiiniiiw 


ADDRESS     LETTERS 

ON  TECHNICAL 
QUESTIONS  TO   THE 
BUSINESS    SCREEN 
SERVICE      BUREAU 


'Y  <»25    CADIEUX    ROAD    •      DETROIT 

,.  MOTION    PICTURES 

\ft  ILLUSTRATIVE 

>"  PHOTOGRAPHY 

SLIDE    FILMS 
Facilities   In    New    York    •    Detroit    •    Hollywood 


♦  My  thesis  on  "The  Potentialities  Of  Sound 
Film  As  A  Retail  Training  Device"  has  been 
iu-i-c|ited  hy  Northwestern  University  in  final 
I'lilfilhuent  of  the  requirements  for  a  Masters 
degree. 

As  you  know,  no  authoritative  books  and 
few  articles  have  been  written  on  sound  film 
as  a  training  device.  Hence,  much  of  the 
material  had  to  be  gathered  the  hard  way, 
through  several  months  of  intensive  research. 
Numerous  producers,  users,  and  trade  organi- 
zations were  contacted  in  an  effort  to  deter- 
mine both  the  present  status  and  probable 
future  developments  in  the  field.  Although 
these  sources  of  information  were  not  in  all 
instances  entirely  satis- 
factory due  to  hesitancy 
on  the  part  of  some  pro- 
ducers and  users  to  give 
information  that  might 
be  of  value  to  competi- 
tors, the  thesis  is,  I 
believe,  a  reasonably 
complete,  impartial 
evaluation  of  the  pres- 
ent use  and  future 
possibilities  of  sound 
film  as  a  training  me- 
dium, and  should  be  of 
considerable  interest  to 
producers  and  users  of 
commercial  film. 

I  would  like  to  express 
my  sincere  gratitude  to 
Business  Screen  for 
the  valuable  information 
gathered  from  its  pub- 
lications and  the  splen- 
did cooperation  given 
me. 

Gordon  B.  Palmer. 

*  Please  advise  at  once  if  you  have  any  films 
on  the  subject  of  wines. 

George  B.  Sutkin.  Sales  Manager 
Granada    Wines.    Inc. 

♦  We  have  recently  subscribed  to  your  maga- 
zine. Business  Screen,  largely  in  the  hope 
that  we  might  become  acquainted  with  some 
of  the  industrial  films  put  out  by  such  com- 
panies as  United  States  Steel,  Ford,  Ameri- 
can Telephone  and  Telegraph,  etc.  We  are 
wondering  if  it  would  be  possible  for  you  to 
make  available  to  us  some  information  re- 
garding a  number  of  these  industrial  films, 
as  to  their  content  and  the  advisability  of 
showing  them  before  a  group  of  investment 
officers  in  a  banking  institution.  We  should, 
also,  greatly  appreciate  learning  how  such 
films  may  be  made  available  to  us. 

T.  D.  Montgomery 


BUSINESS  SCREEN 

VOLUME  TWO  •  NUMBER  ONE 

(contents 

The    Camera   Eye    

..  9 

Business    "As    Usual"  

..11 

Hands  Across  the  Carribbean  ... 

.12 

Clients  Are   Only  Human  

-It 

The   New   Films   

..15 

Your  Money  and  Mine  

.16 

Selections  of  1938-1939   

-.17 

Chicago's  Park  Board  Films  

..20 

The  World's  Fair  Surtwy  

.21 

Behind  the  Cup  Reviewed  

.26 

Technical  Section    

.29 

Cover  hy   Underwood  &   Underwood 

♦  I  am  getting  pretty  sick  of  the  arty 
critics  in  magazines  and  newspapers  raving 
about  the  merits  of  the  "documentary"  films 
which  are  flooding  the  country  under  the 
sponsorship  of  various  governmental  agencies 
and  at  the  expense  of  the  taxpayers. 

Not  that  many  of  these  films  do  not  de- 
serve full  credit  from  a  critical  standpoint. 
That  isn't  the  point.  The  point  is  that  these 
same  critics  would  probably  recoil  in  horror 
at  the  thought  of  praising  an  American  cor- 
poration which  sponsors  a  picture  which  is 
just  as  "documentary"  and  not  any  more 
"propaganda"  than  one  of  these  films  which 
draw  hysterical  paeons  of  praise. 

The  fact  is  that  the 
majority  of  the  so-called 
"documentary"  films 
.%re  issued  for  exactly 
the  same  purposes  as 
the  publicity  or  adver- 
tising pictures  which  J 
are  being  sponsored  by  \ 
leading  companies.  Such 
pictures  are  usually  is- 
sued to  influence  public 
opinion,  to  sell  goods,  or 
to  create  good  will  for 
the  .spon.sors.  In  both 
cases  they  may  stick 
entirely  to  facts.  In  both 
cases  they  may  be  fully 
entertaining  and  legiti- 
mately educational.  Of 
course,  the  critics  who 
fail  to  give  equal  credit 
to  the  corporations' 
sponsored  pictures  prob- 
ably hold  off  because  of 
the  old  superstition  that 
the  corporation's  name 
or  product  must  not  be 
mentioned  for  fear  it  might  be  called  "ad- 
vertising" in  the  editorial  pages. 

Fortunately,  when  it  comes  to  pictures 
Business  Screen  is  one  medium  at  least  which 
gives  the  corporation  a  mouthpiece  to  pub- 
licize its  activities  along  these  lines. 

The  corporations  which  sponsor  pictures 
and  the  producers  who  make  them  are  not 
asking  for  any  favors  from  the  public.  The 
corporations  do  not  ask  the  pulilic  to  pay 
any  part  of  the  cost  of  the  picture. 

It  is  obvious  that  there  are  dozens  of  so- 
called  business  and  industrial  pictures  being 
made  today  which  rank  with  the  very  finest 
of  the  "documentary  "  films.  Many  of  them 
are  better.  And.  I  am  trying  to  get  bigger 
and  better  recognition  for  them  from  the 
critics.  All  the  business  picture  people  ask 
is  an  even  break. 

Pat  Dowling. 


•  liu-iness  Screen  Magazine,  issued  by  Business  Screen  Magazines.  Inc..  Twenly  Norlli  Wacker  Drive.  Chicago, 
llliniiis  on  September  28,  1939.  Editorial  Director,  O.  H.  Coelln,  Jr.;  Managing  Editor.  R.  C.  Danielson,  New  York 
Offices:  122  East  42nd  Street.  Phone  Murray  Hill  4.10.S4.  Eastern  Advertising  Manager.  Jack  Bain;  Eastern  Editorial 
Representative.  Robert  Seymour.  .4cceplance  under  ihe  .4ct  of  June  5,  1934.  authorized  February  20,  1939.  Issued  8 
times  annually— plus  4  Visual  Education  Numbers  (not  circulated  in  the  business  field  I .  Subscription  price:  Domestic 
$2,00  for  eight  numbers  I  of  Business  Screen).  .SOc  the  copy.  Foreign,  $3.00.  Publishers  are  not  responsible  for  the 
return  of  unsolicited  m.s.  unless  accompanied  by  stamped,  self-addressed  return  envelope.  Entire  contents  copy- 
right, 1939.  by  Business  Screen  Magazines,  Inc.    Trademark  Reg.  U.  S.  Patent  Office. 


[4] 


How  Many  People 

can  Your  salesmen  ""seir" 

in  30  MINUTES? 


11  you  want  proof  ihat  Caravel 
Pictures  get  results,  check  with 

American  Can  Company 
American  Machine  &  Metals,  Inc. 

Wallace  Barnes  Company 

The  Bates  Manufacturing  Company 

Bethlehem  Steel  Company 

Black  &  Decker  Manufacturing  Company 

Godfrey  L.  Cabot,  Inc. 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluelt,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Davis  &  Geek,  Inc. 

Dictaphone  Sales  Corporation 

Eastman  Kodak  Company 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Raybestos-Manhaltan,  Inc. 

Socony -Vacuum  Oil  Company,  Inc. 

E.  R.  Squibb  &  Sons 

Talon,  Inc. 

The  Texas  Company 

U.  S.  Industrial  Alcohol  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


EVEN  your  lop  salesman  is  blocked  again  and 
again  in  tiying  to  reach  all  Ihe  people  who  can 
influence  a  sale.  But  even  your  average  salesman 
can  reach  them  with  a  well-planned  motion  picture 
. . .  and  in  thirty  minutes'  time! 

He  can  shut  them  off  from  interruptions... darken 
the  room  . . .  focus  their  undivided  attention  on  the 
screen  . . .  compel  their  interest  with  dramatic  pic- 
tures and  a  well -delivered  talk  .  .  .  conduct  them 
through  your  plant  .  .  .  demonstrate  the  merits  of 
your  product  or  your  service  .  .  .  anticipate  objec- 
tions before  they  are  voiced  and  knock  them  down 
. . .  then  drive  your  selling  points  to  the  dotted  line. 

One  notable  example:  Number  of  executives  who 
had  to  be  sold — 39.  Time  spent  in  reaching  23  of 
these  executives — two  years.  Attendance  at  a 
motion  picture  showing — 36.  Three  weeks  later,  the 
closing  of  a  six-figure  contract. 

Your  biggest  loss  in  selling  is  the  lime  your  sales- 
men spend  in  getting  to  the  right  people.  Let  us 
show  you  how  you  can  save  that  time — and  make 
it  count! 


CARAVEL    FILMS 

INCOHPOHATED 
New  Tork  •  730  Fiilh  Avenue  •  Tel.  Circle  7-6112 


[5] 


Da-Litu  S..r'-uii  iii  llj.-  i.rn,il'/  ll..-.,lr.:  -.(  lUr  HousHiuI.i  Fi.ian.-.'  Cnr- 
poralion'fl  exhibit  ai  the  New  York  World's  Fair.  This  exhibitor,  in 
presenting  its  61ms  elsewhere  to  smaller  groups,  also  uses  Da -Lite 
portable  screens  including  The  Challenger,  with  tripod  altached  ivhich 
can  be  set  up  ini^tanlly  anywhere. 


DA-LITE  INSTALLATIONS 

At  The  ^ptv  York  World's  Fair* 

Include  the  Exhibits  of 


HART,  SCHAFFNER  &  MARX 
HOUSEHOLD   FINANCE   CORP. 
LEE  HAT  COMPANY 
NATIONAL  ADVISORY  COMMITTEE 

ON  AERONAUTICS 

(Aviation   Building] 


UNITED  STATES  NAVY 

DOMINICAN  REPUBLIC 

FINLAND 

POLAND 

STATE  Of  OHIO 

DENMARK 


At  the  Golden  Gate  International 
Exposition,  San  Francisco 

Include  the  Exhibits  of  armour  star  brand 

CALIFORNIA  STATE  PHILIPPINE   PAVILION 

RECREATION   DEPARTMENT  REPUBLIC  OF  COLOMBIA 

CALIFORNIA  MINES  PERFECT   SLEEPER   CORP 

GREY  LINE  TOURS  AUSTRALIA  DRAMA  OF  SCIENCE 

PACIFIC  HOUSE  KEITH  THEATRE        STATE  OF  OREGON 

"As   otliridlh    rt'fuirfeil  in    the   Neu,'    York    if  nrlil's    Fmi 
Stirvry  of  niisiness  Screen  Magazine. 


PROMINENT  EXHIBITORS  USE 


SCREENS 


Wherever  industrial  motion  pictures  and  slide  films  are  being  shown  — 
whether  at  the  Nation's  two  World  Fairs  or  elsewhere  throughout  America 
in  factories,  schools,  cluhs,  churches,  auditoriums,  offices  or  homes  — 
you  will  find  experienced  users  of  this  modern  selling  medium  projecting 
their  pictures  on  Da-Lite  screens.  Many  of  these  exhibitors  chose  Da-Lite 
screens  after  comparative  tests  had  proved  their  superior  light  reflective 
qualities  and  greater  convenience.  Others  specified  Da-Lite  equipment 
because  of  its  30-year  old  reputation  for  quality  and  dependable  service. 
Da-Lile  screens  are  available  with  White.  Silver,  or  Glass-Beade<l  surfaces 
in  many  styles  and  sizes  to  meet  every  requirement.  Ask  your  projlucer- 
dealer  about  Da-Lile  screens  today. 

PARTIAL   LIST   OF   PROMINENT   USERS  OF   DA-LITE  SCREENS 


MtDRESSOGRAPH- 
MILTIGRAPH  CORP. 

AIRW  AY   ELECTRIC 
APPLIANCE   CORP. 

ALLIS   CHALMERS   MFG.   CO. 
AMPRO   CORP. 
BELL   &    HOWELL   CO. 
c:HICAGO    &   NORTH- 

«  ESTERN    RAILROAD 
(  HKVSLER   CORP. 

COMMONWEALTH   EDISON 
CO. 

DEERE   &    CO. 

HE   VRV    CORP. 

REIBEN    H.    DONNELLEY 
CORP. 


EASTMAN   KODAK   CO. 

THE   FISK   TIRE   CO. 

GENERAL   MOTORS   CORP. 

THE   GREYHOUND    MAN. 
AGEMENT   CO. 

HART,  SCHAFFNER  & 
MARX   CO. 

HOUSEHOLD    FINANCE   CORP. 

INTERNATIONAL    BUSINESS 
MACHINES 

INTERNATIONAL   HAR. 
VESTER   CO. 

INVESTORS   SYNDICATE 

JOHNS-MANVILLE  CO. 


JOHNSON  WAX  CO. 

LIBBV.    MrNEILL   &    LIBBY 

LUMBERMEN'S  MUTUAL 
CASUALTY   CO. 

MODINE   MFG.   CO. 

JOHN    MORRELL   *   CO. 

THE   PENNSYLVANIA 
RAILROAD   CO. 

SCHULZE  BAKING  CO. 

STEW  ART.WAHNER   CORP. 

THE   STUDEBAKER   CORP. 

VICTOR   ANIMATOGRAPH   CO. 

WILLARD   STORAGE 
BATTERS    CO. 


Write  for  48-page  catalog  on  Da-Lite  screens,  including  recently  reduced  prices! 

DA-LITE  SCREEN  CO.,  INC.,  DEPT.  9B,  2723  N.  CRAWFORD  AVE.,  CHICAGO,  ILL. 

Da-Lite  screens  are  first  choice  of  leading  producers,  distributors  and  users  of  business  films. 


IN  IHE  SPIRIT  OF  TOMORROW 

Today's  outstanding  value  in  16  mm.  sound  projectors 


YES  —  the  sound  projector  of  tomorro^\  —  but 
here  today!  Not  just  a  new  model,  or  an  im- 
proved unit — but  a  revolutionary  new  design 
whose  performance  lives  up  to  its  promise  in 
evers-  respect.  The  new  Models  "X"  and  \ 
offer  vou:  Convenient  operation  with  all  con- 
trols centralized  on  one  illuminated  panel — as 
easv  to  operate  as  a  radio.  Such  extreme  quiet- 
ness that  a  sound  proof  case  is  not  required. 
Ease  of  threading — as  simple  to  thread  as  a 
silent  projector.  Convenient  portability  —  Model 


MANY  PLEASED  USERS 

Man>  indu>trial  fimi>  are  lo<)a>  u^inj;  the 
new  AmproM>und  models  \  ami  Y  —  and 
report  ver>-  satis-faclorj    re!>»lls.   IS'anie?  jml 

.nlHre-iP-  ulaHK    fiirni-ln-ff  on  refjm-il 


*'X"  weighs  onlv  49  lbs.  complete  in  one  case — 
and  both  models  swing  into  action  as  easilv  and 
quicklv  as  a  portable  tvpewTiter.  Other  fea- 
tures include:  A  Quick-Cleaning  Optical  Sys- 
tem; Economical  Operation  with  the  standard 
pre-focused  projection  lamps:  New  Simplified 
Design — and  fast  Automatic  Rewinding.  It  is 
mechanicallv  impossible  to  tear  film  perfora- 
tion. To  top  these  all  are  the  new  low  prices — 
so  that  now  even  the  most  infrequent  user  of 
sound  fihns  can  no  longer  afford  to  be  ^nthoul 


AMPRO 


PRECISION    CINE    EQUIfMENT 
«■!»  Ctrp,  2139  N.  WtsKra  *it,Ctica|>.  ML 


efficient  16  mm.  sound  projection  equipment- 
Send  roupfin  below  for  full  details.  • 

NEW  LOW  PRICES 

Model  "\" — equipped  niih  *><>  rvcle  A.C.  motor,   including  ; 
1600  foot  reel,  8'  dynamic  speaker,  complete  acc^saories  — ^— ™ 
and  cords,  comesi  in  one  case  all  weighing  only  49  lbs.     A#*J^ 

'  •;■ 
Model  "Y" — equipped  with  Universal  A.C.-D.C.  molorjfor 
both  silent  and  soand  film  speeds.  incIudiojE  completej^cces- 
eiiries.  and  cord*,  with  12'  dynamic  speaker,  conjea 
in   two  compact  canes -TV  .  .  . 

(Model  "\  "  also  i3  available  in 

with  8'  speaker.      Can  also  be 

Ptrlurr    BuMou  at    slight   extra   ( 


S295 

one  case,  complete  jccc<i.M)ries 
>btaiDed  wHb  Reverse  and  Stitl^ 
a  St.) 


Please  send  me  the  new  1939  Ampro  Calii[o£.  I  am  par- 
ticularly interested  in  : 

Z]    New  Amprosound  Models  "X"  and  "Y". 
G    -Ampro  16  mm.  Silent  and  Convertible  to  Sound  Pro- 

jecl<M-e- 
Q    All  Ampro  16  mm.  Sound  Projertors.  including  Ampro- 

Arc 
G   .\mpro  16  mm.  Continuoua  ProjeciorB  (for  Displays — 

World's  Fair  and  CoDVcntion  Exhibits). 
yame 

Ciiy Stat* 


■^P3P^1^^  'i^'ji^  ^1,1 


■4r  The  production  of  good  industrial  films  is  the  result  of  wide 
experience  and  a  constant,  active  production  schedule.  A 
large  permanent  staff  of  creative  and  technical  personnel  is 
constantly  employed  in  the  production  of  films  for  a 
variety  of  uses.  The  extent  of  this  wide  and  varied  experi- 
ence may  be  conveyed  in  part  by  the  following  listing  of  films 
recently  released  or  approaching  completion. 

NOW  IN   PRODUCTION 

OFFICIAL    1940    AMERICAN   LEA-  produced  in  cooperation  with  Her. 

GUE  BASEBALL  FILM,  produced  in  Jcones   R.  Keane.   O.S.M. 
cooperation     with     Lew     Fonseca, 

Director    ol    Promotion,    American  "GARDENS  IN  THE  CITY,"  produc- 

League    oi    Professional    Baseball  e^  'o'  ^e  Chicago  Park  District. 

^^^^^-  "THIRTY  YEARS   OF   LOGGING," 

"MISSA     SOLEMNIS"    (10     reels),  in     co-operation     with     the     Allis- 

the  story  of  the  Catholic  High  Mass,  Chalmers  Mfg.  Co. 

RECENT    PRODUCTIONS 

"Styles  In  Smiles" Kolynos   Co. 

"March  Of  Power" International  Harv.   Co. 

"Fun  For  All  —  All  For  Fun"      1 

"Sports"  Chicago  Park  District 

"Fun  On  The  Lake  Front" 

"The  Story  Of  A  Car  Wheel" Car  Wheel  Mfrs.  Ass'n 

"Time  For  Graduation" Elgin  Notional  Watch  Co. 

"Eclampsia— In  The  Science  And  Ari  Of  Obstetrics"  Dr.  J.  B.  DeLee, 

Chicago  Lying-in  Hospital 

"Dan  Daly  Does  It"  i Red  and  White  Corporation 

"Red  And  White  Round-Up"  J 

"Shop  Talk" American  Air  Lines 


CHICAGO    FILM    LABORATORY,    INC.^ 

MOTION    PICTURES     ^^    SLIDE     FILMS 

STUDIO    AND    GENERAL    OFFICE      ^^^      18  W.   WALTON   PLACE    •   WHITEHALL  6971 

CHICAGO,  ILLINOIS 


•  A  TIP  TO  the  Simmons  Comp- 
any: a  topnotch  movie  is  await- 
you  in  the  text  of  Dr.  Edmund 
Jacobson's  book  I'ou  Can  Sleep 
Well.  Ditto  to  an  automobile 
sponsor  whose  sales  promotional 
executives  should  be  aware  of  one 
of  the  recent  A-B-C's  of  good 
driving  handbooks  almost  any 
one  of  which  would  make  a  fine 
film  for  distribution  before  audi- 
ences of  club  women. 

Which  brings  us  to  the  point 
that  the  non-fiction  shelves  of  the 
bookstores  are  full  of  how-to-do- 
its  ranging  from  house  decoration 
to  trap-shooting  and  none  yet 
with  a  commercial  sponsor.  Not 
only  can  we  use  the  talent  and  re- 
search already  put  into  these 
volumes  but  their  popularity 
would  lend  additional  guarantees 
of  public  interest  for  any  subse- 
quent films — sponsored  or  other- 
wise. An  additional  hint  would 
be  to  present  the  experts  them- 
selves in  personal  appearances, 
particularly  where  their  presence 
would  add  to  the  general  authen- 
ticity of  the  production. 

SPECTACUL.4R.S  AND  MH.  LEIGH 

♦  Douglas  Leigh,  the  youthful 
executive  who  surprised  adver- 
tising and  Broadway  with  the 
"moving  picture"  spectaculars, 
has  done  a  light-hearted  animat- 
ed film  in  the  same  vein  for 
Emerson  Drug  and  Bromo-Seltzer 
at  the  New  York  World's  Fair. 

Leigh's  Goofy  Newsreels  don't 
revolutionize  sponsored  entertain- 
ment but  they  do  offer  a  fresh 
note  to  the  field.  Perhaps  the 
poster  technique  offers  an  entire- 
ly new  market  for  outdoor  show- 
ings on  a  projection  compromise 
that  will  make  it  possible  to  place 
similar  cartoons  elsewhere. 


\  li?^- 


Douglas   Leigh, 

^    -w  1      whose     moving 

'f         picture   signs 

^B  turned  into  an 

aniTnated    film. 


HEARD    ON   THE   AIR: 

♦  Bob  Seymour,  Business  Screeyi's 
scout-at-large  who  gathered  most 
of  the  magazine's  World  Fair 
Survey  material  which  appears 
on  Pages  21  to  25  of  this  issue, 
reports  the  following  conversation 
heard  on  the  air  recently: 
Kay  Kyser:  "Say  Bill,  tell  us 
about    the  Luckv    Strike   mo'om 


CAMERA  EYE 

NEWS       AND       COMMENT 
ON         BUSINESS         FILMS 


pitcher,  who's  the  star.'" 
Announcer:  "Well,  Kay,  in  the 
Lucky  Strike  motion  picture  now- 
being  shown  at  the  New  York 
World's  Fair  it's  the  exclusive 
toasting  process  that  steals  the 
show.  Yes  sir,  folks,  three  million 
people  have  seen  this  picture  .  .  . 
and  be  sure  to  stop  at  the  Ameri- 
can Tobacco  exhibit  and  see  this 
motion  picture  when  you  come 
to  the  World's  Fair!" 

Which  seems  to  be  the  last 
word — heard  in  the  sponsor's  own 
language,  s'help  us. 

DENT  ON  VISUAL  SENSORY  AIDS 

♦  Business  and  education  will 
share  a  long-felt  need  for  an 
authoritative  handbook  on  visual- 
sensory   aids  to  


sources  of  films,  equipment  manu- 
facturers  and  various  tables. 

THE  FILM  parade: 

♦  Previewed  by  a  Business  Screen 
representative  in  New  York  re- 
cently was  Emerson  Yorke's  new 
Cinecolor  production  The  Ninth 
State.  According  to  the  reviewer 
this  scenic  tour  of  New  Hamp- 
shire is  one  of  the  finest  trave- 
logues to  hit  the  screen  in  recent 
months.  Labeled  a  "cavalcade  of 
the  salient  historic,  scenic,  cul- 
tural, recreational  and  industrial 
highlights  of  New  Hampshire," 
The  Ninth  State  will  be  welcome 
film  fare  on  educational  and 
theatrical  screens  from  coast  to 
coast  throughout  the  country. 

The  original 


operations  are  not  endangered  by 
any  shortage  in  materials  that 
can  be  foreseen  as  a  war  result." 

CHICAGO   vs.   NEW    YORK: 

♦  For  the  use  of  anybody  who 
wants  to  compare  the  use  of  films 
at  Chicago's  Century  of  Progress 
with  the  New  York  World's  Fair 
we  offer  the  following  in  evi- 
dence: 

Number  of  Projectors  at  Chi- 
cago    87 

Number  of  Projectors  at  New 
York.  129 

♦  One  of  the  neatest  Kodachrome 
travelogues  in  recent  months  is 


instruction  such 
as  EUsw  o  r  t  h 
Dent's  Audio- 
Visual  Hand- 
book (Soc.  for 
Visual  Ed., 
1939)  offers. 
The  latest  edi- 
tion which  con- 
tains a  complete 
analysis  of  all 
types  of  visual 
and  sound  aids 
also  discusses 
the  business  use 
of  the  medium. 

According  to 
Dent  industry 
first  used  the 
more      common 

visual  aids  for  teaching  safety, 
cleanliness  and  cooperation  to 
workers,  many  of  whom  could 
not  read.  Exhibit  slides  and  pic- 
tures made  a  common  language 
between  employer  and  employee. 
Industry  now  also  uses  the  visual- 
sensory  field.  Dent  reminds  us, 
for  a  mild  form  of  propaganda. 

Dent's  long  years  of  experience 
in  audio-visual  education  and  his 
present  position  as  director  of  the 
educational  department  for  the 
RCA  ISIanufacturing  Company 
qualify  him  as  one  of  the  field's 
ablest  spokesmen.  The  new 
handbook  also  affords  a  complete 
guide  to  all  types  of  visual,  sound 
and  audio-visual  aids;  a  glossary 
of     reference     texts,    commercial 


BUSINESS  SCREENS 
FIRST  USERS'  SURVEY 

♦  Included  with  a  selected 
number  of  copies  of  this 
issue  are  copies  of  Business 
Screeri's  first  User's  Sur- 
vey. Of  those  individuals 
who  receive  these  blanks 
we  ask  cooperation  for  the 
mutual  good  of  all  film 
users.  Individual  returns 
will  be  kept  in  strictest 
confidence  as  requested 
and  the  complete  statisti- 
cal information  published 
for     the     benefit     of     all. 


musical  score, 
one  of  the  pic- 
t  u  r  e'  s  h  i  g  h- 
lights,  is  by 
Solita  Palmer. 
Alois  Havrilla  is 
the  commenta- 
tor and  produc- 
t  i  o  n  director, 
and  authorship 
was  by  Emerson 
York." 

♦Pitt  sburgh's 
Duquesne  Light 
Company  is  ty- 
ing up  advertis- 
i  n  g  materials 
with  its  20- 
minute  sound 
motion  picture 
From  Sun  to  Sun  in  highly  effec- 
tive style.  A  20  page  2-color 
booklet  entitled  Behind  the 
Scenes  u-ith  Electric  Living  was 
recently  used  as  a  mailing  piece 
and  as  a  souvenir  in  conjunction 
with  local  showings  of  the  film 
before  requesting  civic  groups. 

WAR  &  PHOTOGR.\PHIC  M.ATERIALS: 

♦  An  authoritative  statement  to 
the  editor  of  Business  Screen  from 
the  Eastman  Kodak  Company 
gives  a  final  answer  to  the  ques- 
tion of  war  shortages  in  photo- 
graphic supplies. 

The  Eastman  letter  states  that 
film  and  developing  agents  are 
now  manufactured  entirely  in  the 
I'nited    States;    "that    Rochester 


The  Coty  Building  at  the  Xew 
York  Fair  houses  one  of  the 
shoic's     most    compelling     films. 

a  new  addition  to  the  YMCA 
Motion  Picture  Bureau  Library. 
Saguenay  Saga,  a  full  color  scenic 
trip  on  the  St.  Lawrence  and 
through  the  "Habitant"  country 
is  available  for  free  showing  and 
might  be  suggested  to  other  com- 
mercial sponsors  as  a  supplement. 

IN    OUR   NEXT    ISSUE 

♦  The  editorial  files  on  the  sound 
slidefilm  have  been  gathering 
weight  for  some  months.  Finally 
we  are  to  do  the  long-awaited 
section  on  this  medium  together 
with  a  selection  of  the  outstand- 
ing slidefilm  programs  of  the  past 
two  years.  Also  forthcoming  is 
another  of  Larry  Rosenthal's 
interesting  articles  on  screen  ad- 
vertising; one  on  the  writer's  job 
in  commercial  films  and  another 
on  "Opportunities  for  the  Com- 
inercial  Film  As  Yet  Unrealized." 
That  last  title  sounds  pretty 
auspicious! 

Business  Screen's  candid  caniera 
catches  a  theatre  screen  ad  in 
an  ir}tense  bit  of  kitchen  action. 


[9] 


That  impressive,  descriptive,  convincing  advertising 
film  you  have  is  potential  sales  energy — a  presenta- 
tion that  will  touch  the  pocket  nerve  of  dealers  and 
consumers.  What  a  wonderful  job  of  selling  it's  going 
to  do! 

But  just  a  moment— fiou)  is  it  going  to  sell? 

Many  a  master  business  film  is  buried  alive,  right 
now.  The  drama  of  its  action,  the  power  of  its  clearly 
spoken  word,  the  clarity  of  its  product  display;  all 
this  buried  alive  without  ceremony. 

Business  talking  pictures  are  not  like  wine.  They 
don't  improve  with  age.  Vintage  films  turn  to  vinegar 
if  you  don't  watch  out. 

A  film  is  as  valuable  as  the  distribution  it  gets. 

MODERN  TALKING  PICTURE  SERVICE  has  73  point- 
of-sale  distributive  units  that  cover  732  cities  in 
which  meet  46,230  established  audiences  drawn  from 
the  middle  and  upper  consumer  groups.  These  are 


available  to  the  advertiser  in  the  number,  quality  and 
kind  he  stipulates. 

MODERN  TALKING  PICTURE  SERVICE  has  facilities 
for  booking  suitable  advertising  films  in  theaters  from 
coast  to  coast. 

MODERN  TALKING  PICTURE  SERVICE  has  contacts 
throughout  the  country  for  the  booking  of  your  ad- 
vertising  message  with  schools   using  sound   films. 

These  local  bases  are  equipped  with  every  technical 
device  required  to  give  any  business  film  expert 
presentation,  and  are  operated  by  men  experienced 
in  all  the  details  of  management,  direction  and 
sales  showmanship. 

Tell  us  the  territory,  class,  age,  sex  or  special  groups 
you  wish  to  reach,  anywhere.  We  will,  WITHOUT 
OBLIGATION,  give  you  a  confidential  report  prepared 
for  your  individual  use. 

NOW  is  a  good  time  to  write  us. 


lUnilERU   TALKING    PICTURE   SERVITE,    iM\ 

9    ROCKEFELLER    PLAZA    (An    Independent    Organization)    NEW  YORK    CITY 


TRADE-MARK    REG.    U      S     PAT      OFF 


[lOl 


Bus^iness  as  Usual  Doring  Altercat 

A^fEniCA's    nOHK    tWPST   BE   DOXE 
^  V»    EiLMS     niEL    no    MT    BETTER 


ions 


?• 


B. 


%ESSED  by  a  free  press,  screen  and  radio,  u,e 
lire  .n  the  most  enlightened  land  in  the  ivorld.  We 
'.re  better  informed  on  the  progress  of  Europe 
and  Asia  s  uars  than  the  vast  majority  of  peoples 
involved.  But  betueen  the  successful  efforts  of 
able  foreign  news  staffs  and  the  unabating  barrage 
from  propaganda  agencies  ,ve  are  left  little  time 
muhich  to  reflect  on  our  many  unsolved  econo- 
mic  and  social  problems  here  at  home. 

Wherever  the  hearts  of  liberty-lovins  Ameri- 
cans  may  turn  personal  sympathies— our  oun 
cuadel  of  democracy  is  still  threatened  by  these 
problems.  If  ^ce  are,  indeed,  safeguarding  the 
last  stronghold  of  free  democratic  institutions, 
ue  orce  it  to  ourselves  to  reaffirm  an  America 
united  in  thought  and  action. 

The  forces    of  Recovery   may    be  advanced   by 
speculative    increases    based    on    expectations    of 
uar  demands  on  our  production  facilities.      But 
ice  cannot  forget  the  hazards  of  equally  specula- 
tive rises  in  the  costs  of  basic  materials  also  in- 
colved  in    our  long  overdue   housing   boom        4s 
pointed  out  ehcchere  in  this  issue,  our  slou-  prog- 
ress    in   achieving   understanding    and    increasing 
trade  ,n  Latin  America  must  not  be  neglected  for  a 
temporary    trade    boom     brought    about    by    the 
closing  of  other  markets  to   these  countries.      At 
home,  again,   problems   of  unemployment,   labor 
relations,   social  welfare  and   basic  economic   ail- 
ments  must  not  be  regarded  as  miraculously  cured 
by  the  suift  rise  in  stock  prices. 

JVLoRE  than  ever  before  there  is  a  great  need 
of  reaching  our   oun  people  —  of  piercins   the 
gathering    clouds    of    rear    talk    and    ,var    opinion 
— icith    sound    and    sensible   inter- 
pretations   of     business    problems. 
Manufacturers      dependent     on      a 
steady  and  rising  demand  for  build- 
ing materials  ivill  recognize  the  re- 
sponsibility of  maintaining  the  en- 
thusiasm   for    home    construction. 
The  employer  faced  tvith  a  sudden 
step-up  of  production  will  remem- 
ber the  economy  of  visual  training 
for  hundreds  c.f  new  employees,  of 


an  egually  important  stressing  of  safety  measures 
through  safety  education  especially  among  neic 
and  unskiUed  workers.  The  job' of  the  sales- 
man  made  easier  by  a  rise  in  individual  incomes, 
IS  also  more  difficult  because  of  the  rising  price 
of  his  product  and  the  uneven  distribution  of  in- 
come  rises. 

Above  all  we  need  to  remember  that  the  sound 
motion    picture   and    sound    slidefilm    have    ably 
demonstrated  their  usefulness  and  economy  in  at- 
laming   such    results.      Better  production,    econo- 
mies   in    equipment,    and  the   widest   coverage  of 
audience  groups  ever  achieved  await  the  business 
film  sponsor  today.     In  specific  fields  where  con- 
sumer problems    are  now    of   paramount   impor- 
lance  such  as  housing,  insurance,  health  and  safety 
education,  and  family  matters,  the  films  can  now 
be  brought  before  almost  every  influence  group  in 
the  country. 

In  the  inner  circles  of  business  organization, 
the  important  task  of  relaying  an  exact  and  un- 
changed  message  to  large  numbers  of  ,videly  scat- 
lered  salesmen,  of  equipping  dealers  with  modern 
sales  methods  and  a  thorough  knowledge  of  the 
product  and  similar  accomplishments  may  be 
safely  entrusted  to  the  visual  media. 


Tc 


O  the  film  industry  entrusted  ivith  the  produc- 
tion  of  new  and  important  programs  of  this   na- 
tare,  the  responsibility  is  greater  than  ever  before 
It  will  not  be  met  by  experimenters  tvith  amateur 
equipment   or   the   office-in-his-hat  producer       It 
can     only    be     carried     out     by     able     and    long- 
experienced      studio     production      organizations, 
fully  staffed  with  able  creative  tal- 
ent   and  completely  equipped.     To 
the  sponsor  whose  business  needs 
such  expert  interpretation,  the  film 
offers    its    potent    force.       To    an 
America  badly  in  need  of  keeping 
its   mind    on    important   affairs   at 
home,  it  provides  a  medium  more 
thorough  and  forceful  than  a  thous- 
and headlines   and  their  attendant 
rumors.  _  Q.H.C. 


*  Till;  American  Salesman  has  a  lot  of  new  responsibilities  to  face 
if  our  new  kinship  with   Latin-America  is  to  amount  to   anything. 

Now  that  his  competitors  from  England,  Germany,  France  and 
Italy  are  finding  their  respective  "home  offices"  temporarily  diverted, 
our  salesman  is  about  the  only  fellow  who  can  deliver  the  goods. 
Perhaps  this  is  the  time  to  remember  how  much  we've  needed  real 
salesmanship.  Certainly  American  business  should  not  accept  with 
too  much  self-satisfaction  this  period  of  order  taking.  The  memory 
of  those  rapidly  rising  Nazi  sales  curves  in  Brazil  and  other  countries 
is  too  recent,  the  continued  presence  of  determined  little  men  of 
Nippon  too  mindful  of  our  lost  textile  markets. 

If  ])crsistence  and  the  weight  of  numbers  counts  for  anything, 
the  efforts  of  European  and  Asiatic  rivals  had  left  our  typical  sales- 
man well  out  on  a  lonely  limb.  He  never  understood  most  Latin 
Americans  anyway  and  their  opinions  of  him  and  his  country  have 
never  been  very  flattering.  That  is,  not  until  recentl.v,  for  all  this 
has  been  changing  ver,v  fast. 

Within  the  Roosevelt  administrations  a  new  era  of  Latin  Ameri- 
can cultivation  has  been  developing.  A  "Good  Neighbor"  policy 
in  practice  rather  than  theory,  it  has  gone  far  to  supplant  the  mem- 
ory of  other  "Good  Neighbors"  of  previous  administrations  who 
alternated  loans  with  detachments  of  marines.  The  President's  visits 
and  those  of  the  Secretary  of  State  have  punctuated  a  well-developed 
program  of  friendly  co-operation.     Even  when  faced  with  Mexico's 

Santiago,  {Chile)  center  oj  one  nj  Laiin- America' s  foremost  markets. 

1  Hi  Mi  ill  in  mi 


Hands  across 
the  Caribbean . . . 


...  a  Spanish  soundtrack  on  a  well-produced  industrial  film 
makes  a  first-rate  ambassador  ol  goodwill  to  your  customers 
in  Latin-America.  To  American  Business  the  editors  of  Busi- 
ness Screen  point  out  the  possibilities  of  the  film  medium  in 
the  South  and  Central  American  Countries. 


abrupt  seizure  of  our  oil  wells,  we  have  not  altered  the  calm  and 
orderly  procedure  of  this  diplomacy. 

All  of  which  brings  to  mind  in  paraphrase,  the  highly  important 
thought  that  with  all  this  getting  of  knowledge,  we  still  need  mutual 
understanding.  Wc  don't  know  the  Latin-.\mericans,  neither  do  we 
understand  their  language  and  customs.  There  is  little  appreciation 
of  these  countries  in  the  United  States  and  probably  something  less 
on  their  part.  We  are  too  easily  pictured  as  an  aggrandizing  coUosus 
whose  occasional  bursts  of  generosity  are  to  be  regarded  with  high 
suspicion.  A  confused  montage  of  gauchos,  swarthy  millionaires, 
.Amazon  Indians  and  lazy  peons  is  the  average  North  American's 
picture  of  our  cousins  to  the  South.  So  our  newly-discovered  diplo- 
matic tenderness  is  not  actually  based  on  a  spontaneous  national 
spirit  of  kinship.  Neither  is  Latin-America's  equally  warm  reception. 
What,  then,  is  the  background  on  which  we  have  to  build  and  keep 
this  new  export  market? 

American  diplomacy  has  merely  served  to  insure  a  receptive 
customer.  Europe's  war  has  served  to  create  a  demand  by  elimina- 
tion of  competition.  The  short  and  simple  fact  of  the  matter  is  that 
it  is  now  up  to  .\merican  business  to  cement  trade  relationships 
beyond  the  possibility  of  renewed  competition  from  abroad.  This 
can  only  be  done  by  applying  the  principles  of  salesmanship  from 
beginning  to  end  and  the  first  element  in  this  program  is  obviously 
that  of  getting  and  keeping  the  understanding  of  our  Latin-.\merican 
customers.  Thus  the  pref.ace  to  the  important  place  which  the  sound 
motion  picture  and  possibly  the  sound  slidefilm  can  play  in  making 
this  possible. 

Millions  of  feet  of  "educational"  movies  have  been  sent  out  by 
Germany  to  every  corner  of  South  and  Central  .\merica.  Shown 
in  private  gatherings  and  loaned  free  to  movies,  schools  and  public 
meetings,  these  reels  portray  a  scenic  and  industrial  Reich.  On  the 
"entertainment"  side,  a  Nazi-financed  film  company  is  producing 
cultural  films  entirely  for  the  Latin-American  market. 

English  "documentaries."  French,  Italian  and  Spanish  propaganda 
reels  have  been  seen  in  every  country  and  the  influence  of  a  flood  of 
books  and  papers  as  well  as  the  usual  torrent  of  short-wave  radio  pro- 
grams has  served  all  these  nations  in  preparing  the  ground  for  trade. 
There  will  be  a  noticeable  decline  in  this  direction  for  some  time  to 
come,  at  least  insofar  as  film  production  is  concerned.  The  time 
would  seem   to  be  opportune  for  a   replacement    with   the  superior 

Kio's  famed  "Smjar  Loaf"  i/uides  American  .fhips  to  prosperous  Brazil. 


I 


^siiSvi^.-. 


quality  of  film  production  which  our  reels  enjoy  over  most 
foreign  products.  Not  of  second-hand  Spanish  adaptations  of 
Hollywood  "C"  features  but  of  thoroughly  honest,  splendidly- 
produced  and  wholly-American  reels  related  in  Spanish  and 
Portugese.  In  this  program,  a  major  share  of  responsibility  rests 
on  the  industrialist  and  exporter  who  will  benefit  from  this 
vitally  needed  education  of  his  prospects. 

What  can  American  Business  do  to  help  its  case  in  Latin- 
America?  The  answer  is  that  it  should  aid  its  salesmen  and  its 
statesmen  with  any  acceptable  educational  medium  at  its  dis- 
posal. Not  only  that,  but  it  must  show  its  customers  the 
economy  and  efficiency  of  our  machinery  and  goods  and,  finally, 
it  should  interpret  North  American  customs  and  attitudes  in  a 
thoroughly  honest  fashion. 

Elliot  Roosevelt,  in  a  recent  radio  address,  commented  on 
the  American  salesman's  shortcomings  in  South  America  as  a 
matter  of  not  only  language  barriers  but  a  lack  of  appreciation 
of  Latin-American  customs  and  temperament.  But  the  Spanish 
and  Portugese  sound  track,  narrated  by  a  native  of  the  countries 
in  which  the  sponsor  is  interested,  can  easily  bridge  the  first 
gulf.  The  universality  of  the  pictures  themselves  requires  no 
apology. 

The  International  Harvester  Company  and  a  few  of  the 
biggest  motor  concerns  have  been  almost  the  only  American 
sponsors  to  realize  the  usefulness  of  Latin-American  adaptations 
of  their  industrial  films.  In  one  of  the  few  comments  from 
within  the  industry  itself,  Charles  Light,  foreign  manager  of  the 
Alexander  Film  Company  recently  delivered  a  radio  address 
over  the  short  wave  facilities  of  the  Columbia  Broadcasting 
System  on  the  "importance  of  the  motion  picture  as  a  medium 
for  cementing  closer  relationship  among  the  Americas."  Alex- 
ander syndicated  ad  reels  are  offered  dealers  in  the  South  Ameri- 
can market. 

American  projectors  of  the  16mm.  type  are  now  to  be  found 
in  almost  every  large  city.  The  manufacturer  list  is  several 
hundred  machines  of  this  type.  Theatrical  (35mm.)  equipment 
is  even  more  wide  spread  with  many  small  towns  now  equipped 
for  sound.  American  business  branches  can  well  afford  to  bring 
more  equipment  considering  the  reward  now  offered  in  the  per- 
manent clinching  of  this  market. 


THE  LATIN  AMERICAN 

its   recent   history   in   the    competition 
tions    ior    the    highly    prolitable    exp 
in    South    and    Central    America.       ] 
the  Department  oi  Commerce. 

%    Sales  to   Latin-America 
Table    showing    United   States   leadership 
American   markets    for    three   recent    year 
r.    S.    Depl.    tif    Commerce    figures. 

1929 
United     States     38.7 

MARKET 

among    na. 
orl    markets 
igures    from 

ID  the   Latin 
s.      Based    on 

1937      193S« 
34.3         36.1 
12.6         12.2 
15.3         17.0 
2.9           3.5 

2.6  3.1 

2.7  2.6 

rica 

hases    of    the 

1937      1938* 
31.1         31.7 
17.6         16.3 
8.7         10.6 

4.0  4.0 

3.1  1.5 
16            13 

Germany     10, S 

France     .                    5  1 

Italy     5.0 

•Estimate. 

%     Purchases    from    Latin-Ame 
Showing   the    ratio   of    leadership    iu    purt 
United    States  for    the  same    periods. 

1929 
United     States     34  0 

Italy     3.0 

•Estimate. 

Hava7ia  and  Mora  Castle — an  important  port  in 
the    highly     profitable    Caribbean    trade     seas. 


^r 


•  An  English  Banker  named 
Montague  once  gazed  at  an  elas- 
tic check  and  said  (among  other 
things) .  "  "Tis  always  a  mortifi- 
cation to  me  to  observe  that 
there  is  no  perfection  in  humani- 

ty." 

This  remark  is  also.  I  conteml. 
a  fair  and  realistic  criticism  of 
industrial  motion  pictures.  But  I 
refuse  to  share  the  late  Mr.  Mon- 
tague's mortification  about  a 
thing  which  has  existed  so  long 
without  appreciable  change  as 
human  nature. 

A  commercial  motion  picture 
evidences  in  its  finished  state 
more  of  the  normal  human  fail- 
ings of  its  makers  than  any  man- 
ufactured product  I  can  think  of 
offhand. 

A  bolt  made  by  the  Battling 
Boiler  Builders  Company  is  the 
twin  to  the  public  of  one  turned 
out  by  the  Happy  Society  of  Bolt 
Makers.  A  motion  picture,  on  the 
other  hand,  can  be  marred  by  the 
procrastination  of  its  sponsor,  or 
the  delicate  condition  of  the 
juvenile  leads  wife.  And  as  sure 
as  there  was  a  yesterday,  the 
public  will  note  the  imperfection 
— and  blame   the  producer. 

To  the  reputable  commercial 
film  producer  there  is  an  encour- 
aging difference  between  pro- 
crastination and  pregnancy. 
When  the  client  becomes  wise  to 
the  fact  that  his  delay  in  making 
a  simple  decision  had  to  be  made 
up  in  production  to  the  detriment 
of  the  picture,  he  will  curb  his 
very  human  inclination  to  "do  it 
tomorrow."  But  when  the  actor's 
lady  learns  that  her  meal  ticket 
blew  up  on  the  set  because  he 
spent  the  previous  evening  ar- 
guing over  babies  names  instead 
of  learning  his  lines,  she  will  flare 
up  with.  "What's  a  picture  com- 
pared to  our  Gwendolyn?"  "You 
mean  Percy,  dear."  the  husband 
will  say. 

Procreation  is  likely  to  remain 
in  the  column  of  film-making  in- 
tangibles. However  there  are 
scores  of  other  human  foibles 
which  are  being  brought  under 
production  control.  And  with 
each  shift  there  is  a  marked  im- 
provement in  commercial  pic- 
tures. Of  course,  no  speed  laws 
are  even  being  cracked  in  the 
process,  yet  definite  progress  has 
been  made. 

Fundamentally,  the  quality  of 
industrial  pictures  is  in  the  hands 
of  the  client.  He  selects  the  pro- 
ducer and  determines  the  treat- 
ment of  his  film  subject.  He  can 
starve  off  the  office-in-his-hat 
producer  who  makes  bust  shots 
to  save  rental  on  skirts  and  trous- 


a4e 


A 


uman: 


I 


By  Robert  R.  Snody 


"ir//«/.  //  ani/tlihiy.  is  irrotig 
icifli  commercial  sound  moiion 
pictures?"  we  asked  Robert  R. 
Snody.  General  Manager  of 
Audio  Productions.  Inc.  He 
nas  at  the  time  on  location  di- 
recting   ]\'esti)ighousc    Electric 


cC'  .Mainijacturing  Co.'s  Techni- 
color picture.  "The  Middleton 
I'uiiiilij  at  the  New  York 
World's  Fair."  Too  busy  then 
jor  a  satisfactory  interview. 
Bob  answered  our  que.'ttion  in 
tlie    folhnring    letter. — Editor. 


IIIIIIIIIIIIIICIIIIl 


ers.  He  can  also  encourage  and 
strengthen  with  his  business  the 
producing  companies  both  able 
and  determined  to  make  com- 
mercial  pictures  second  to  none. 

Many  clients  have  learned 
about  motion  pictures  the  costly 
way.  Yet  more  important  to  the 
betterment  of  pictures  than  the 
.source  of  their  wisdom  is  the  fact 
they  have  it. 

To  illustrate,  let's  flash  back 
to  the  client  who  silvered  the  hair 
of  producers  and  wrecked  the 
homes  of  writers.  And  he  did 
these  things  by  innocently  de- 
manding that  the  script  for  his 
picture  be  written  from  main  title 
to  final  fade-out  over  a  week-end. 
In  the  days  of  the  silent  commer- 
cials a  few  days  may  have  been 
ample;  today  with  dialogue  and 
narrative  they  are  reasonable  for 
nothing    but    a    mess    of    words. 


Hollywood  assigns  six  to  a  dozen 
writers  to  a  script  for  a  period 
ranging  from  several  months  to  a 
year.  Knowing  this,  clients  no 
longer  expect  one  lone  industrial 
writer  to  do  the  required  research 
and  come  up  with  a  commercial 
Birth  of  a  Natioii  under — well, 
say  a  week.  This  naturally  is  a 
step  in  the  direction  of  better 
pictures. 

Producers  still  shudder  at  the 
memory  of  the  Big  Committee 
formed  in  the  client's  factory  to 
pass  on  the  script.  Here  human 
nature  put  on  brass-knuckles. 
Each  gent  involved  demanded 
that  his  department  be  featured: 
and  to  insure  that  it  was  done 
right,  he  gave  the  producer  a 
coi)y  of  his  last  inventory  with 
instructions  to  shoot  it  all.  The 
producer  got.  of  course,  the 
thankless   job  of   squeezing-  fifty 


reels  of  material  into  the  two 
contracted  for.  The  resultant  pic- 
ture pleased  neither  client,  pro- 
ducer nor  audience.  One  decisive 
representative  of  the  client — or  a 
small,  competent  committee  — 
has  done  wonders  to  remove  this 
troublesome  spot  in  picture-mak- 
ing. 

Another  star  in  a  producer's 
nightmare  was  the  sponsor  who 
insisted  that  each  of  his  several 
liundred  products  be  .shot  in 
close-up — the  standard  recipe  for 
screen  hash.  And  who  can  forget 
his  twin:  satisfied  only  when  his 
name  and  product  were  men- 
tioned every  time  the  narrator 
took  a  deep  breath? 

\or  does  one  have  to  bf  Mr. 
Sims  of  Seattle  to  recall  the  days 
when  it  was  little  short  of  sacri- 
legious to  mention  on  the  screen 
a  manufacturer  or  his  product  in 
other  than  funeral  solemnity. 

And  lastly,  there  was  the  very 
human  fellow  who  became  a  mo- 
tion-picture expert  by  the  simple 
act  of  signing  a  contract  for  a 
single  reeler.  The  producer  that 
entered  his  plant  and  tolil  him 
liow  to  make  shovels  would  have 
been  bounced  out  on  his  hip 
pockets.  Yet  he  saw  nothing  in- 
congruous in  advising  the  pro- 
ducer in  the  highly  technical  cre- 
ation of  a  sound  motion  picture. 
That,  of  course,  was  different; 
everybody  knows  about  movies. 
Well.  I  can  hear  you  say.  the 
future  of  the  industrial  picture 
can't  be  exactly  rosy  if  it  depends 
upon  picture-buyers  becoming 
angels.  Dead  clients,  you  argue 
with  some  evidence  to  support 
you,   can't  sign   checks. 

In  pictures  or  prose  I'm  a 
sucker  for  a  happy  ending.  So 
I  have  saved  for  my  exit  the 
cheering  news  that  Utopian 
clients  do  exist.  W'estinghouse 
Electric  &  iManufacturing  Com- 
pany proved  that  to  me  during 
the  making  of  its  Middleton  Fam- 
ily picture  by  Audio  Productions, 
Inc.  Sid  Mahan,  of  Westing- 
house,  and  Dick  Hunter  and 
Reed  Drummond.  of  Fuller  & 
Smith  &  Ross,  gave  the  prompt 
decisions,  the  able  advice  and 
friendly  cooperation  which  makes 
working   in   films  a   pleasure. 

Well.  well.  I  hear  you  say,  we 
have  progres.sed  to  the  milestone 
of  a  perfect  client!  When  do  we 
get  the  perfect  picture? 

Allowing  twenty-four  days  for 
shooting.  I  .should  estimate  about 
three  months  after  the  millenium 
when  humanity  attains  perfec- 
tion. 

St.  Peter  will  pick  up  your  pass 
at   the  Gate  of  the  Lot. 


[141 


I 


•       A,N       EAKLY      FALL     ScluHiulo      of 

outstanding  new  comnn-rcial  re- 
leases indicates  that  the  comnior- 
eial  film  is  entering  one  of  its 
greatest  seasons.  All  studios  re- 
port increased  activity,  with  prac- 
tically every  motor  concern  hav- 
ing at  least  one  production  shoot- 
ing and  many  other  lines  of  in- 
du.stry  and  business  ec|ually  ac- 
tive on  the  camera  lines. 

♦  An  invitational  preview  atten<l- 
cd  by  1.50(1  jK-rsons  on  September 
27th  at  the  Waldorf-Astoria  hotel 
in  New  York  City  introduced 
Tlic  Middleton  Family.  Westing- 
house's  new  full-length  Techni- 
color feature  to  the  trade  and  the 
l)rcss.  Produced  by  Audio  Pro- 
ductions. Inc.,  for  Fidler  &  Smith 
&  Ross  Agency  and  Westinghonse 
at  the  Astoria  (Long  Island) 
studio.s  and  "on  location"  at  the 
New  York  World's  Fair.  The 
MnUUetoiis  are  presented  in  one 
of    the    most    ambitious    features 


The  Middlc'ton  Faiiidy  at  the  Neuj 
York  World's  Fair  are  seer  in  these 
representative  stills  from  the  Techni- 
color feature  recently  produced  for 
Westinghouse.  (Top)  Young  "Bud" 
Middleton  learnj;  about  electricity's 
marvels  in  the  Westinghouse  building: 
a  demonstration  in  the  Westinghouse 
theatre  of  new  time-saving  devices 
for  the  home  and  (below)  "Bud"  meets 
Ray  Perkins  "on  the  air."         (Audio) 


yet  to  hit  the  commercial  screen. 
Distribution  plans  not  yet  con- 
firmed will  bring  the  feature  to  au- 
diences throughout  the  country. 
Not  only  a  generous  visit  to  the 
New  York  Fair  but  an  entertain- 
ing story  and  a  top-notch  east 
will  make   this   a    popular  "hit." 


'  B8S»)i :!.;:' 


A  cheerful  smile  from  Mrs.  Cue  a^  .tn 
N.B.C.  product  makes  her  workday 
easier  in  the  Technicolor  feature  at 
the  New  York  Fair.  (Wilding) 

♦  During  the  early  part  of  Aug- 
ust, over  five  thousand  Delco 
battery  distributors  gathered  in 
key  cities  from  Coast  to  Coast, 
to  learn  about  United  Motors 
Service's  promotional  plans  for 
the  coming  year,  and  to  have  a 
first  look  at  the  battery  division's 
new  motion  picture,  /  Hand  It 
To  You,  which  is  to  play  an  im- 
portant part  in  the  merchandis- 
ing of  this  line  of  products. 

The  film  deals  with  United 
jVIotors"  recommended  methods  of 
stimulating  replacement  battery 
sales.  Via  the  route  of  a  swiftly 
moving  dramatic  story,  it  main- 
tains a  high  level  of  dealer  inter- 
est through  the  entire  presenta- 
tion of  details  on  "how  to  pro- 
mote your  battery  business."  It 
was  jointly  planned  by  Duane  A. 
Jones.  United  Motors'  advertis- 
ing manager,  and  Loren  T. 
Robinson,  vice-president  of  the 
Camjibell  Ewald  Company;  and 
was  written  and  produced  by 
Industrial  Pictures. 

Members  of  the  distributor  or- 
ganization evidenced  their  enthu- 
siasm at  the  preview  by  pressing 
arrangements  for  showing  the 
picture  to  dealers  and  their  sales- 
men in  their  own  territories. 
These  dealer  showings  will  be 
made  by  United  Motors'   repre- 


sentatives within  the  ne.xt  three 
months.  It  is  expected  that  over 
sixty  thousand  battery  men  will 
see  the   picture  in   this   period. 

♦  .\  '2.5-minute  sound  motion  pic- 
ture portraying  the  typical  life 
insurance  underwriter,  his  prob- 
lems and  functions,  has  been  pro- 
duced by  the  Institute  of  Life 
Insurance  and  has  recentl.v  been 
released  for  club  showings 
throughout  the  country  via  Mo- 
dern Talking  Picture  Service. 
Produced  in  Hollywood  by  Ro- 
land Reed  under  the  supervision 
of  Fred  Fidler  for  the  J.  Walter 
Thomjjson  Company,  the  ]jicture 
is  entitled  Yoiirx  Truli/.  Ed 
Gralid  III . 


Ed  Graham  as  he  appears  in  the  new 
Life  Insurance  Institute  sound  movie 
of  the  same  name  now  being  released 
nationally.  (Roland  Reed) 

♦  The  Kolynos  Company  have 
just  released  their  new  film  Styles 
ill  Smiles  for  showings  before 
audiences  of  .school  children  all 
over  the  LTnited  States. 

Styles  m  Smiles  is  a  one-reel 
silent  film  produced  by  the  Chi- 
cago Film  Laboratory  and  The 
Kolynos  Company  in  cooperation 
with  Doctor  William  Gellermann, 
Assistant  Profes.sor  of  Education 
of  Northwestern  LTniversity, 
Doctor  H.  A.  Clark,  Director  of 
the  Dental  Clinic,  Milwaukee 
Vocational  Seliool  and  the  Field 
Museum  of   Chicago. 

Before  Styles  in  Smiles  was  re- 
leased it  was  tried  out  on  grade 
school  children  in  Englewood. 
New  Jersey  who  gave  their  writ- 
ten comments  on  the  film.  It  was 
ne.xt  shown  before  a  class  of 
Graduate  Students  at  North- 
western LTniversitv  who  also  gave 
their  written   impressions  of  the 


Delco's  new  battery  film  /  Hand  It  to 
You  introduces  this  serious-thinking 
service  station  dealer  as  the  film  story 
unfolds.  (Industrial  Pictures) 

film  along  with  criticisms.  The 
reactions  of  the  audience  to  the 
film  while  it  was  being  shown 
were  also  carefully  noted.  Both 
the  written  comments  and  aud- 
ience reactions  were  used  as  a 
basis  for  making  certain  changes 
before  an  order  was  given  to 
make  prints  for  distribution. 

The  Kolynos  Compan.v  is 
showing  this  film  by  request  only. 
A  small  brochure  has  been  pre- 
pared which  will  be  sent  to  school 
executives  and  it  is  anticipated 
that  a  large  number  of  requests 
to  show  Styles  in  Smiles  will  be 
received  during  the  coming  year. 

Dental  care  and  healthful  exercise 
are  two  important  ingredients  for 
health  introduced  in  Kolynos  Styles 
in  Smiles.    (Chicago  Film  Laboratory) 


15 


^i.- 


ii 


In  the  pictures  shown  above, 
counter-clockwise  jrom  top 
ricfht.  an  historical  scene  show- 
ing printing  oj  coins  in  Greece 
oj  400  B.C.:  a  Wisconsin  busi- 
ness man  discusses  loans  with 
his  banker;  a  stranger  overly 
anxious  to  cash  a  check,  a  boy 
at  a  savings  teller's  windoiv,  a 
country  banker  congratulatinj 
a  4-H  member  on  his  prize 
corn;  and  a  general  view  oj  a 
large  city  bank's  transit  de- 
partment. Right,  employees, 
officers  and  directors  see  the 
jilm.  at  a  Dane  County  meeting. 

4<  *  # 

ILLUSTRATIONS  AND  STORY  RE- 
PRINTED BY  SPECIAL  ARRANGE- 
MENT   WITH    BANKING    MAGAZINE. 


Your  Money  and  Mine 

ll'isvonsin    Mtankvrs   Sponsor   tM   Film 


99 


•  DriiiNi;  THE  FIRST  four  months 
of  1939  the  Wisconsin  Bankers 
Association  showed  its  motion 
picture.  Your  Money  and  Mine, 
to  more  than  35,000  men,  women 
antl  children,  and  the  number 
is    increasing    daily. 

This  experiment  in  visual  edu- 
cation is  an  important  addition 
to  the  public  relations  program 
begun  late  in  1936  on  the  sugges- 
tion of  the  association's  commit- 
tee on  education  and  public  re- 
lations. At  that  time  Wall  G. 
Coapman,  the  Association's  Sec- 
retary, recommended  that  A.  R. 
Gruenwald  be  engaged  as  director 
of  public  relations.  Shortly  after 
this,  special  arrangements  were 
completed  with  the  Federal  Re- 
serve Bank  of  Minneapolis  to 
show  their  motion  picture.  Back 
of  Banks  and  Business,  through- 
out Wisconsin  as  a  part  of  the 
association's  program. 

The  cooperation  of  association 
members  in  sponsoring  local 
showings,  the  thousands  of  people 
reached  in  a  comparatively  short 
time  and  the  favorable  reaction 
of  the  public  to  that  film  led  Mr. 
Coapman  and  Mr.  Gruenwald  to 
encourage  the  consideration  of  a 
picture  on  banking  in  Wisconsin 
for  the  use  of  association  mem- 
bers. The  project  was  approved 
early  in  1938. 

Then  followed  endless  research 
and    study.      No    state   bankers 


association  had  previously  pre- 
pared an  educational  film  of  that 
type.  Unlike  the  motion  picture 
of  the  Federal  Reserve  Bank  of 
Minneapolis,  reflecting  in  the 
main  the  operations  and  services 
of  one  institution,  the  proposed 
picture  of  the  Wisconsin  Bankers 
Association  would,  of  necessity, 
portray  the  functions  and  services 
of  almo.st  600  Wisconsin  banking 
institutions  of  varying  sizes  and 
types. 

The  only  safe  course  seemed 
to  be  a  writing  of  the  scenario  by 
the  association's  public  relations 
department  in  cooperation  with 
the  producer.  On  this  pont  Mr. 
Gruenwald  says:  "Questionnaires, 
correspondence  and  checking  with 
the  banker,  the  customer  and 
the  public  were  necessary.  The 
scenario  was  written  and  re- 
written, checked  and  re-checked 
for  accuracy  and  to  prevent,  if 
possible,  expensive  revisions 
shortly  after  completion.  Diver- 
gent viewpoints  had  to  be  recon- 
ciled and  compromises  effected. 
The  legal  and  technical  language 
of  the  banker  had  to  be  clarified. 
Since  the  picture  was  intended 
for  the  public  and  not  for  bank- 
ers, it  had  to  be  prepared  from 
the  viewpoint  of  the  public  and 
include  the  information  people 
wanted  and  in  which  they  were 
interested.  In  this,  guesswork 
was    omitted    and    the    scenario 


built  on  public  rec)uests  for  in- 
formation accumulated  by  the 
association's  speaker's  bureau  and 
public  relations  department." 

The  picture  opens  with  an  off- 
stage voice  asking  the  very  ques- 
tions on  banking  most  common- 
ly asked  by  Wisconsin  people. 
Then  follows  a  brief  history  of 
money  and  banking  to  give  the 
information  people  have  sought 
and  to  portray  the  evolution  of 
our  monetary  and  banking  syst- 
em, of  particular  interest  to  edu- 
cational institutions.  The  film 
continues  with  a  series  of  inter- 
esting visits  to  Wisconsin  banks, 
large  and  small,  in  industrial  and 
agricultural  areas  where  one  is 
taken  behind  the  scenes. 

During  the  first  four  months 
of  its  screenings,  the  majority  of 
Wisconsin  county  banker  associa- 
tions, embracing  71  counties, 
called  special  meetings  at  which 
the  film  was  shown  to  2,500  em- 
ployees, officers  and  directors  of 
member  banks  prior  to  public 
showings  in  theaters  and  schools 
and  before  other  organizations. 

In  the  period  referred  to,  the 
Wisconsin  film  has  been  shown 
in  the  theaters  of  the  state,  in- 
variably as  a  part  of  the  regular 
theater  program,  to  21,000  people. 
School  showings  have  reached 
10,000  students  and  showings  be- 
fore miscellaneous  organizations 
total  2,500. 


[16] 


Outstanding  Business  Films 
Produced  during  19B8'19S9 


"Xol  jor  the  ijlamour  of  the  leading  lady  or 
the  grandeur  oj  scenery  are  these  pictures 
chosen.  The  Revieidng  Committee  asked 
only  one  question  in  selecting  a  jitm  "how 
much  did  it  sell  and  how  many  people  saw  it?" 


•  During  the  past  year,  the  editors 
of  Business  Screeyi  have  seen  over 
fifteen  hundred  commercial  film  sub- 
jects: have  reviewed  several  hundred 
in  the  pages  of  this  publication. 
Whether  this  is  the  largest  number 
seen  by  any  one  group  in  the  country 
cannot  be  definitely  determined.  Cer- 
tainly a  great  man.y  films  were  pre- 
viewed that  were  not  available  to 
other  sources,  a  good  many  others 
seen  at  the  request  of  sponsors  who 
recognized  the  magazine's  sole  leader- 
ship in  this  field  of  discussion. 

Thus  qualified  by  an  intimate 
knowledge  of  both  the  producer's  and 
the  sponsor's  problem  and  the  screen- 
ing of  a  majority  of  subjects  in  the 
entire  field,  the  editors  have  felt 
qualified  to  begin  what  is  hoped  to 
be  an  annual  event  .  .  .  the  selection 
of  the  year's  most   typical  films. 

Let  the  Winter  Storms  Blow 

♦  Because  there  had  to  be  a  beginning 
somewhere,  this  year's  selection  of 
films  is  broad  and  fairly  inclusive  of 
a  number  of  different  fields.  This 
made  it  necessary  to  drop  out  a  great 
many  worthwhile  subjects  in  the  same 
field.  The  scope  of  years  has  also 
been  broadened  so  that  a  few  1937- 
produced  subjects  are  included  be- 
cause, in  the  opinion  of  the  editors. 
they  achieved  maximum  circulation 
in  the  later  period.  For  a  final 
thought  in  this  regard  we  might  point 
out  that  the  prize  of  the  year  could 
go  to  Keeping  Nature  on  Its  Course, 
produced  several  years  ago  for  Hiram 
Walker  (by  Wilding)  but  still  being 
seen  by  thousands  of  groups  through 
the  facilities  of  the  Modern  Talking 
Picture  Service  because  the  sponsor 
has  had  the  good  sense  to  realize 
that  a  commercial  film  has  value  only 
when  it  is  put  before  an  audience. 

Not  because  they  are 
the  most  outstanding 
from  the  viewpoint  of 
technical  beauty  or  lav- 
ish expenditure  .  .  .  nor 
for  the  glamour  of  the 
leading  lady  or  the 
grandeur  of  scenery  are 
these  pictures  chosen. 
The  reviewing  commit- 
tee asked  only  one 
question  in  selecting  a 
film:     "how    much    did 


it  sell  and  how  many  people  saw  it?" 
For  this  is  the  commercial  film's 
reason  for  being  and  the  mere  ex- 
penditure of  a  lavish  productional 
budget  did  not  necessarily  assure 
agressive  promotion  or  wide  circula- 
tion. Without  those  elements  a  judg- 
ment of  these  subjects  is  as  useless 
as     a     broadcast    without    listeners. 

Commercial  V.S.  Documentary 
♦  One  of  the  past  year's  greatest  pic- 
tures both  from  the  standpoint  of 
message  and  production  was  Pare 
Lorenz'  documentary  for  the  govern- 
ment. The  River.  Even  better  than 
his  Plough  That  Broke  the  Plains 
of  the  previous  year.  The  River  must 
lie  included  in  almost  any  discussion 
of  outstanding  non-theatrical  sub- 
jects. If  we  consider  its  message  a 
commercial  one,  then  it  is  fitting  that 
The  River  be  added  to  this  list. 

There  are  a  large  number  of  simi- 
liar  examples.  Excellent  educational 
films  produced  in  the  vein  of  RCA's 
Television  and  Air  Waves  and  the  in- 
teresting English  documentaries.  But 
we  had  to  draw  the  line  someuhere 
so  we  drew  it  sharply  to  include  only 
those  subjects  with  a  direct  product 
implication.  Only  one  exception  may 
be  noted  to  this  rule  and  that  is  the 
Mead-Johnson  sponsored  Birth  of  a 
Baby  which  was  so  discreetly  pub- 
licized that  the  sponsor's  name  was 
revealed  only  accidentally. 

Those  Who  Produced  Them 
♦  Not  enough  credit  is  given  here  to 
the  studios  and  to  the  individuals 
within  their  walls  who  contributed 
to  the  production  of  these  subjects. 
To  cameramen  and  screen  writers 
and  film  editors  and  directors  goes 
the  "real  glory"  of  turning  out  the 
audience-winners.  The  "real  glory" 
must  come  in  self-satisfaction,  how- 
ever,   for   to   the    sponsor    goes    the 

_  credit  in  the  eyes  of  the 

world.  For  after  all, 
he's  the  fellow  who  pays 
the  bills. 

Sound  slidefilms  were 
ncces.sarily  carried  over 
into  the  next  issue.  The 
large  amount  of  space 
required  to  adecjuately 
treat  this  medium  re- 
quired the  separation. 
Over  a  thousand  slide- 
films  were  reviewed. 


1938 '1939 

BUSINESS 
SCREEN 


FOREMOST  NATIONAL  SPONSORS 
OF  BUSINESS  FILM  PROGRAMS 

^o  rlicie  national  oraanizatlonS  (loei 
li^uihicM  ^creen'i  J^nectal  ff/eniion  for 
f  f/eriioriouJ  Service  in  tne^ravancenienl 
of  the   i^oninierciat  ^itnt    IfleaUim: 


AMERICAN  CAN  CO. 
AMERICAN   TELEPHONE 

&  TELEGRAPH  CO. 
AETNA    LIFE    INS.    CO. 
BRISTOL-MYERS     CO. 
B.   F.  GOODRICH   CO. 
CHRYSLER  SALES  CORP. 
CATERPILL.\R    TRACTOR 

COMPANY 
COTY,  INC. 

DEERE  AND  COMP.\NY 
ETHYL  GASOLINE  CORP. 
FIRESTONE  TIRE  & 

RUBBER  CO. 
GOODYEAR  TIRE  St 

RUBBER  CO. 
GENERAL    MOTORS 

SALES    CORP. 
GENERAL   MILLS 
GENERAL  ELECTRIC  CO. 
HOISEHOLD    FINANCE 

CORP. 
HIRAM  WALKER 
INTERNATIONAL 

HARVESTER 
JOHNS-MANVrLLE 

CORP. 
LEVER    BROTHERS 


METROPOLITAN    LIFE 

INSUTIANCE  CO. 
MILES     LABORATORIES 
NATIONAL  BISCUIT  CO. 
NATL.  ASSN.    OF 

MANUFACTURERS 
NATIONAL  CARBON  CO. 
SOCONY-V.\CUUM     OIL 

COMP.\NY 
STAND-'^RD  OIL  CO. 

{ IND.) 
SHELL    PETROLEUM 

CORP. 
STANDARD  OIL  CO. 

(N.  J.) 
STANDARD  OIL  CO. 

(oHlo) 
STUDEBAKER    CORP. 
THE  COCA-COLA  CO. 
THE    PURE    OrL    CO. 
THE    TEXAS    CO. 
UNITED    STATES    STEEL 

CORP. 
WrLLARD    STORAGE 

BATTERY    CO. 
WESTINGHOUSE    ELEC. 

Si    MANUF.^CTUHING 

COMPANY 


THE   OUTSTANDING   COMMERCIAL  FIIM 
TO  USEFUINESS  IN  VARYING  FIELDS 


"AHEAD  OF  THE  PARADE" 

A  sound  motion  picture  introducing  the  new  Stude- 
baker  Champion  motor  car  to  prospective  buyers. 

♦  Produced  for  the  Studebakcr  Corp.  by  Wilding 
Pictinv  Productions.  National  distril)ulion  before 
customer  audiences,  club  groups,  etc.,  by  comimny 
projectionists  on  tour. 

"ALL  IN  A  DAY" 

The  story  oj  a  public  utility  conijmtiy.  its  services 
and  customer  relations. 

♦  Produced  for  the  Consvimcrs  Power  Company 
(Michigan)  by  General  Business  Films.  Statewide 
distribution  in  theatres  and  before  group  audiences 
through  the  sponsor. 

"A  PERSONAL  INVESTMENT" 

"Clothes  Make  the  Man"  in  this  dramatic  narrative 
of  a  young  man's  ambition  and  romance. 

♦  Produced  for  Hart,  Schaffner  &  Marx  by  Caravel 
Films.  National  distribution  via  the  sponsor's  re- 
presentatives. 

"BASEBALL" 

The  centennial  story  oj  the  National  League  of  Pro- 
fessional Baseball    Clubs  and  an  introduction    to    its 

♦  Produced  for  the  National  League  and  General 
Mills,  Inc.,  by  Burton  Holmes  Films.  Distriliution 
before  requesting  groups  through  the  producer. 

"BOY  MEETS  DOG" 

A  Technicolor  cartoon  with  a  liumoruus  narrative 
points  the  moral  of  dental  care  for  children. 

♦  Produced  for  Bristol-Myers  (Ipana)  by  Caravel 
Films,  New  Y'ork  city.  Theatrical  distribution 
through  the  Caravel  organization. 

"CHAMPIONS   OF  THE  GRIDIRON" 

The   film    of    the    National    Professional    Football 
League  together  with  its  stars  and  recent  games. 

♦  Produced  for  the  National  Professional  Football 
League  member  clubs  and  General  Mills,  sponsor, 
by  Industrial  Pictures,  Inc.  National  showings  by 
team  representatives  and  General  Mills  staff. 

"CHICAGO'S  PARKS" 

A  .wries  of  films  for  Cliicago's  Parks  shown  to  in- 
crease public  use  of  recreational  facilities. 

♦  Produced  for  the  Chicago  Park  Board  by  the 
Chicago  Film  Laboratory.  Distribution  through  local 
theatres  and  before  local  organizations.  This  series 
earned  the  Chicago  Parks  national  recognition. 

"DAYLIGHTING   THE  PADRES  TRAIL" 

Along  the  "Padres  Trail"  route  of  the  Ronthern 
Pacific  Railroad  in.  California. 

♦  Produced  for  the  Southern  Pacific  Railroad  liy 
Castle  Films.  National  showings  through  the  dis- 
triliutioM   facilities  of  Ca.stle   Films. 

"EVEREADY  PRESTONE  REVUE" 

A  complete  dealer  program  with  varied  film  presetila- 
tions  arranged   for  nationwide  dealer   meetings. 


♦  Produced  for  the  National  Carbon  Company  by 
West  Coast  Sound  Studios.  (New  York).  Shown 
before  dealer  audiences  from  coast-to-coast. 

"FIRST  CENTURY  OF  BASEBALL" 

A  sound  niotioti  jiicture  on  tlie  history  of  the  .i  men- 
can  League.     One  of  an  annual  series. 

♦  Produced  f(U-  the  Fisher  Body  division  of  General 
Motors  by  Wilding  Picture  Productions.  Distributed 
for  group  showing  nationally  through  the  headquart- 
ers offices  of  the  American  League  in  Chicago. 

"FRONTIERS  OF  THE  FUTURE" 

The  progress  of  research  and  invention  promise  new 
eras  of  opportunity. 

♦  Produced  for  the  National  Association  of  Manu- 
facturers by  Audio  Productions.  Released  national- 
ly through  theatres  by  Modern  Talking  Picture  Serv- 
ice with  peak  distribution  attained  during  1938. 

"HEAT  AND  ITS  CONTROL" 

A  sound  motion  picture  on  the  scientific-industrial 
background  to  problems  of  heat  and  insulation  mate- 
rials for  showing  to  technical  engineers  and  buyers. 

♦  Produced  for  the  .Johns-Man ville  Corp.  by  Caravel 
Films.  National  distribution  before  technical  groups 
who  arrange  projection. 

"INSIDE  THE  FLAME" 

The  technical  story  of  carbon  lilack.  its  production 
and  development  of  the  product. 

♦  Produced  for  Godfrey  L.  Cabot,  Inc..  by  Caravel 
Films.  Distribution  liy  invited  showings  before 
technical  groups. 

"JERRY  PULLS  THE  STRINGS" 

An  entertaining  novelty  featuring  marionettes  in  a 
dramatic  narrative  on  the  coffee  industry. 

♦  Produced  for  the  American  Can  Company  by  Cara- 
vel Films.  Distributed  nationally  by  the  sponsor 
an<l  shown  before  jobber  and  retailer  groups  as  well 
as  club,  church  and  school  audiences. 

"KNIGHTS  ON  THE  HIGHWAY" 

A  sound  motion  picture  on  highway  safety.  Winner 
of  the  1938  C.  /.  T.  Safety  Foundation  Award. 

♦  Produced  for  the  Chevrolet  Division  of  General 
jNIotors  by  the  Jam  Handy  Organization.  National 
distribution  before  groups,  schools  and  special  meet- 
ings by  the  Jam  Handy  ])rojeetion  service  and  re- 
leased for  theatrical  showing  through  the  Jam  Handy 
Theatre  Service. 

"M.\TEHIALS" 

A  sound  niotititi  picfinr  wit/i  an  e.rcelleiit  institution- 
al theme  based  on  the  contribution  of  state  resources 
to  the  building  of  the  modern  motor  car. 

♦  Protlueed  for  the  Chevrolet  Division  of  (ieneral 
Motors  by  the  Jam  Handy  Organization.  National 
disliibution  l)ef(n'e  club,  school  and  dealer  salesroom 
audiences  through  the  facilities  of  the  Jam  Handy 
projection  service. 


*  This  representative  selectioi 
is  presented  from  the  standpt 
rather  than  their  a]>pearano 
those  factors  were  importani 
primarily  measured  for  the 
sponsor.  Outstanding  sound 
in  these  pages  next  month. 


PRODUCERS     ( 

c  o  :m  m  e  r  c  I  a  1 

Ariih 
Loii^ 


Burton  Holmes  Fii..\ 
Chicago,  Illinoi 


C.^STLK  Film.s,  Inc. 
New  York  City 

DOWLING    AND    BrOW  ? 

Hollywood 

Tun  .l\ 

el 

Industrial  PicturesIi 
Detroit,  Michiga 

Rav-Bkll  Films 
St.  Paul,  Minn. 


West  C.s 


Wilding  ic 
let 


Seli'ctions  of 

Tlic  Memorable 

S'idefdnis 

oj    193S-1930 

.Xe.vt    Month: 


lODUCTIONS   OF   1988' 19B9  ACCORDING 
ISERVICE  TO  BUSINESS  AND  INDUSTRY: 


ling  oonimercial  film  sul)jects 
lily  of  the  programs  inclu<lecl 
reen  or  physical  cost.  Often 
Isiness  film's  success  must  be 
ideas  which  it  sells  for  its 
(the  past  year  will  he  presentejl 


)  U  T  S  T  A  X  D  I  X  G 

OF      1  !)  •!  s  -  1  9  3  9 

|.  Inc. 
.v.  Y. 


Caravel  Films,  Inc. 
,         New  York   Citv 

If  Film  Labohatohy,  Inc. 
Chicago,  Illinois 

pNBRAL  Business  Films        jj-'^ 
New  York  Citv 


iNIZATION 

ftan 


AND   NORLING 

*Jew  York  Citv 


SLAND  Reed 
'ollywood 

(il'UDios,  Inc. 

4y 


ijcTiONs,  Inc. 
h;an 


Salex  TniinnHj 

Syndication 

L'se  oj  Color 

In   Slidejilms 

Included 


"MEN  MAKE  STEEL" 

.4  sound  inotio7i  picture  in  Technicolor  oj  the  indus- 
trial and  employee  relations  background  oj  the  steel 
industry.     One  and  jojir-reel   versions. 

♦  Frodiicfd  for  the  United  States  Steel  Corporation 
and  Snbsidiaries  by  Roland  Reed,  in  collaboration 
with  Batten.  Barton,  Durstine  and  Osborn.  adver- 
tising agency.  National  theatrical  distribution  by 
the  Jam  Handy  Organization;  also  invited  showings 

■NEW  ENGLAND— YESTERDAY  AND  TODAY" 

A  scenic  visit  to  Neic  England's  countryside  and  re- 
sorts oj  unusual  pictorial  beauty. 

♦  Produced  for  the  New  York,  New  Haven  and  Hart- 
ford Railroad  by  the  Jam  Handy  Organization.  Na- 
tional di.strilnition  through  the  YMCA  Motion  Pic- 
ture Bureau,  Jam  Handy  projection  service  and  tin- 
spoiLsor. 

"SELLING  A:MERICA" 

The  precepts  ivhich  Ben  Franklin  used  in  "selling 
America"  are  applied  to  modern  salesmanship. 

♦  Produced  for  national  distribution  to  sales  organiza- 
tions (by  rental  showings)  by  the  Jam  Handy  Or- 
ganization. 

"SYMPHONIES  IN  FRAGRANCE" 

A  sound  motion   picture  on  perjume   manujacture. 

♦  Produced  for  Coty,  Inc.  by  Loucks  and  Norling, 
National  distribution  through  licensees  of  the  Mod- 
ern Talking  Picture  Service  with  showings  before  de- 
partment store   audiences,  club    and    school  groups. 

•THE  BIRTH  OF  A  BABY " 

Modern  medicine  and  the  matertiity  problem  are 
presented  in  an  outstanding  educational  jilm. 

♦  Produced  for  the  medical  profession  through  the 
cooperation  of  ^Icad  Johnson  &  Co.  Showings  be- 
fore women's  groups  and  professional  men,  etc.,  where 
state  laws  permit  under  the  sponsorship  of  local 
medical  organizations. 

"THE  HURRICANE'S  CHALLENGE" 

An  institutional  public  relations  presentation  show- 
ing the  responsibility  oj  a  public  utility  in  times 
of  emergency. 

♦  Produced  for  the  American  Telephone  and  Tele- 
graph Co.,  by  Audio  Productions.  National  distribu- 
tion to  groups,  schools,  etc.,  requesting  showings. 

"THE  STORY  OF  A  HOUSE" 

A  sound  motion  picture  which  contrasts  the  home  of 
today  with  modern  labor-saving  devices  with  the 
old-jashioned  home  oj  yesterday. 

♦  Produced  for  the  Public  Service  Gas  &  Electric 
Company  of  New  Jersey  by  Audio  Productions.  Dis- 
tribution in  the  sponsor's  territory  before  club,  social 
and  church  groups  and  in  schools. 

■THE  SURPRISE  PARTY" 

A  sound  motion  picture  jor  education  oj  service  sta-. 
tion  dealers  and  the  promotion  oj  new  Texaco  deal- 


erships among   independent  retailers. 

♦  Proiluced  for  the  Texas  Company  by  Caravel  Films. 
Projected  by  company  representatives  at  dealer 
meetings  and  before  individual  ])rospects. 

•  THEY  DISCOVERED  AMERICA"' 

Travel  on  a  modern  bus  through  Scenic  America. 

♦  Produced  for  the  Greyhound  Management  Corp. 
by  Wilding  Picture  Productions.  National  distribu- 
tion through  the  sponsor's  sales  representatives  and 
the  facilities  of  the  YMCA  Motion  Picture  Bureau. 

■TREES  AND  MEN  " 

.1  public  relations  e.rposition  on  the  Lnmlter  indus- 
try, conservation    problems  and  employee    relations. 

♦  Produced  for  the  Weyerhaeuser  Timber  Co.  by 
Dowling  and  Brownell.  National  distribution  be- 
fore adull  audience  groups  through  licensees  of  the 
Miidrni  Talking  Picture  Service. 

■WEATHER  PERMITTING" 

The  researcli  and  manufacturing  story  behind  the 
development  oj  non-skid  automobile  tires. 

♦  Produced  for  the  B.  F.  Goodrich  Company  by 
Caravel  Films,  Inc.,  New  Y'ork  city.  National  dis- 
tribution through  company  representatives  before 
invited  audiences,  dealers,  technical  men  and  com- 
mercial buj-ers. 

•YANKEE  DOODLE  GOES  TO  TOWN  " 

The  influence  oj  the  magazine  on  American  problems 
is  related  in  a  semi-historical  narrative. 

♦  Produced  for  Colliers  Magazine  through  the  facili- 
ties of  Metro-Goldwyn-Mayer.  National  distribution 
via  Jam  Handy  projection  service,  others  before  in- 
vited groups  of  advertising  executives,  manufacturers, 

•YOUR  MONEY  AND  MINE  " 

The  institutional  story  of  banking  service  and  tradi- 
tion told  in  the  laymaji's  language. 

♦  Produced  for  the  Wisconsin  Bankers  Association 
by  Ray-Bell  Films.  Statewide  showings  before 
bankers'  groups,  business  audiences  and  schools. 

SPECIAL  MENTION 

Let's  work  ToaETHER:  Produced  for  the  Pontiac 
Division  of  General  Motors  by  tin-  Jam  Handy 
Organization. 

The  chance  to  lose:  Produced  for  the  Plymouth 
Division  of  the  Chrysler  Corp.  by  Wilding  Picture 
Productions.  (A  1937  release  which  won  the  C.  I. 
T.  Safety  Foundation  Award  of  that  year  and 
continued  its  excellent  work  on  behalf  of  safety 
education  during   1938.) 

Progress  on  parade:  Produced  for  the  General  Mo- 
tors Corp.  by  Audio  Productions,  for  institutional 
good  will.     Theatrical   and   group  release. 

A  coach  for  Cinderella:  Produced  for  the  Chevro- 
let Motor  Div.  of  General  Motors  in  the  anima- 
tion department  of  the  Jam  Handy  Organization 
for  release  in  1937;  wide  circulation  in  1938. 


^r:'^| 

^S" 

Chicago  Park  Films 

Sell  Recreation  Facilities 

to  the  People 

•     •     •     mm      *     •     • 

•  Those  in  business,  whose  job 
it  is  to  sell  a  bill  of  merchandise, 
would  no  doubt  think  that  the 
job  of  the  Recreation  Division  of 
the  Chicago  Parks,  that  of  telling 
the  citizens  of  Chicago.  "Enjoy 
Your  Leisure  Hours  in  Your  Chi- 
cago Parks,"  and  convincing  them 
[hat  they  should  do  so,  was  an 
easy  job. 

This  would  seem  to  be  es- 
pecially true  since  most  of  these 
activities  are  free  and  available 
for  the  asking  in  nearly  100  field- 
liouses  scattered  throughout  the 
city,  connected  with  162  miles  of 
boulevards  and  driveways,  mak- 
ing them  easily  accessible  to 
(■\eryone,  and  in  the  5,500  acres 
of  parks,  with  lagoons,  flower 
beds,  shade  trees  and  green  grass 
— from  which  the  "Keep  off  the 
Grass"  signs  that  were  once  so 
jiniminent  in  the  early  days  are 
lacking. 

Although  these  things  are  won- 
derful in  themselves  they  are  not 
the  entire  story — not  even  a 
small  part  of  the  story.  There 
are  swimming  pools,  gymnasiums, 
little  theatres,  banquet  halls,  club 
rooms,  handicraft  shops,  art  gal- 
leries, amateur  radio  stations,  ten- 
nis courts,  baseball  diamonds, 
soccer  fields,  horse-shoe  courts, 
football  fields,  archery  ranges,  li- 
luaries,  fishing  ponds,  game 
looms,  golf  courses,  shower  baths, 
ice-skating  ponds,  rociue  courts, 
infant  welfare  stations,  toy  lend- 
ing centers,  pre-schools  and 
classes  in  every  conceivable  type 
of  recreational  activity. 

These  would  seem  to  make  the 
task  all  the  easier.  Most  people 
would  think,  "You  don't  have  to 
sell  the  people  on  these  services 
— how  can  they  resist  them!" 

Many  persons  do  resist  them, 
however.  They  have  spent  more 
time  in  learning  how  to  make  a 


living  than  in  learning  how  to 
play  and  to  enjoy  their  leisure 
hours.  Many  of  them  are  not  ac- 
customed to  leisure  hours  and 
don't  know  what  to  do  with  them 
now  that  they  have  them.  It  has 
been  so  many  years  since  they 
have  played  that  they  are  em- 
barrassed when  it  comes  to  try- 
ing it  again.  The  parks  have  as 
much  sales  resistance  to  break 
down  as  a  sales  manager  has  in 
introducing  a  product  upon  the 
market,  and  they  are  as  anxious 
to  increase  the  use  of  their  facili- 
ties as  the  sales  manager  is  to  in- 
crease the  sale  of  his  product. 

The  parks  are  off  to  a  good 
start,  however.  An  attendance  of 
nearly  60.000.000  for  the  year  is 
on  record  at  the  park  facilities 
and  all  have  participated  in  some 
\\ay  or  other.  Of  course,  they 
walked  on  the  grass  and  napped 
under  the  trees,  too.  but  sixty 
million  tivies  they  actively  pur- 
s^ied  the  forms  of  exercise  or  re- 
laxation they  preferred. 

In  spite  of  this  seemingly  large 
attendance,  the  pools  are  not 
completely  filled  in  summer,  nor 
is  every  square  foot  of  space  on 
the  ice  rinks  taken  up  in  winter, 
nor  is  every  person  who  desires 
to  learn  to  paint  actually  paint- 
ing, nor  is  every  person  with  a 
desire  to  act,  a  member  of  one 
of  the  little  theatre  groups. 

The  Recreation  Division's  job 
is  to  try  to  make  more  of  the 
citizens  realize  that  Chicago  has 
the  finest  park  district  in  the 
world  and  to  create  in  them  a 
desire  to  participate  in  some  of 
the  advantages  offered  them. 

In  this  effort,  the  parks  have 
used  a  four-fold  movie  program. 
First,  a  series  of  16  mm.  silent 
movies,  both  black  and  white, 
and  colored,  have  been  taken  by 
a  regular  park  photographer,  to 
be  used  mainly  for  illustrating 
talks  and  lectures.  The  great  ad- 
vantage of  these  films  is  their 
pliability.  They  can  be  cut  and 
reassembled  so  as  to  be  especially 
applicable  to  each  lecture. 

Second,  hundreds  of  feet  of  35 
mm.  black  and  white  film  has 
been  made  of  different  forms  of 
athletics.  These  films  are  used 
to  analyze  the  fundamentals  of 
the  different  sports  and  are  taken 
mainly  in  slow  motion.  They  il- 
lustrate the  form  that  the  cham- 
pions use  in  such  activities  as 
diving,  tennis,  baseball  and  tumb- 
ling. These  films  have  also  been 
used  to  illustrate  instructional 
material  on  the  various  activities 
in  the  booklets  which  the  Chicago 
Park  District  have  published  and 


called  the  Modern  Recreation 
Series  of  Booklets.  There  are  29 
of  these  booklets  now  off  the 
press. 

The  third  and,  perhaps,  the 
most  important  type  of  movie, 
as  far  as  publicity  is  concerned, 
are  the  35  mm.  sound  movies  pro- 
duced professionally  for  the  parks 
by  Chicago  Film  Laboratory. 
These  carefully  worked  out  films 
depict  the  activities  available  in 
the  Chicago  Parks  in  such  an  at- 
tractive way  that  it  is  hard  to 
resist  their  appeal.  After  seeing 
the  first  one,  which  is  called  Fun 
on  the  Water,  which  is  narrated 
by  Bob  Elson,  the  spectator 
wants  to  go  to  one  of  the  craft 
shops  and  build  a  kaj'ak  or  a 
dinghy,  or  to  go  down  to  the  lake 
to  swim  or  participate  in  the 
man}'  other  water  front  activities 
that  are  available  in  Chicago's 
front  yard.  After  seeing  the  film 
he  not  only  wants  to  participate 
in  the  recreational  activities  that 
it  depicts,  but  he  also  feels  a 
tingling  of  pride  that  he  lives  in 
a  city  that  is  not  only  beau- 
tiful, with  its  28  miles  of  shore 
line,  but  that  is  most  progressive- 
ly leading  the  world  in  providing 
recreational  facilities  and  pro- 
grams. Three  of  these  films  have 
been  produced  to  date.  They  are 
all  about  350  feet  in  length  and 
run  ten  minutes. 

The  Chicago  Park  District  is 
the  first  organization  in  the  city 
to  tell  Chicago,  through  the  me- 
dium of  moving  pictures,  about 
Chicago  people  and  what  they 
are  doing.  This  is  also  at  least 
one  of  the  first  times  that  such 
a  thing  has  been  done  in  any 
city.  The  pictures  are  in  fact  a 
kind  of  Chicago  newsreel  through 
which  important  achievements 
are  brought  to  public  attention. 

The  second  picture,  entitled 
Thrills  and  Pleasures  in  the  Chi- 
cago Parks  starts  out  by  pictur- 
ing a  group  of  boys  playing  foot- 
ball down  by  the  railroad  tracks. 
They  look  tough  and  are  tough, 
considering  their  tender  ages.  The 
kids  from  the  other  side  of  the 
track  come  over  and,  as  Bob 
Elson  says  in  his  narration,  "It 
was  man  to  man,  an  eye  for  an 
eye  and  a  tooth  for  a  tooth." 

From  the  rough  tactics  of  the 
players  in  the  first  scene,  the  pic- 
ture shows  an  orderly  group  of 
football  players  in  uniform,  play- 
ing the  game  under  the  tutelage 
of  a  park  instructor.  Then  the 
reel  rapidly  shows  scenes  on  the 
golf  courses,  tennis  courts,  lawn 
bowling  greens,  outdoor  badmin- 
(Continued  on  "page  34) 


Lexsoius  III  tlirift  are  pleasantly  absurbed  by  Stu    Yurk  I'lin-yutrs  uhu  luu    the  ediicatiunal  exiiibits  and   iisit  tlie  Iluustdwld 
Finance  theatre  in  the  Consumers  building  where  entertaining  motion  pictures  make  this  one  of  the  Fair's  popular  attractions. 

The  World's  Fair  Survey 

OF    MOTION    PICTURES     AND     SLIDEFILMS     AT    THE    FAIRS 


•  The  motion  picti-res  and  other  visual 
media  at  the  New  York  and  San  Francisco 
Fairs  have  had  one  important  task  to  per- 
form. Their  job  has  been  simply  that  of 
attracting  the  largest  possible  percentage  of 
visitors  attending  the  Fairs  and  then  holding 
their  attentive  interest  for  the  longest  pos- 
sible time. 

The  exhibitor's  investment  in  space,  dis- 
play materials  and  maintenance  expense  can 
pay  dividends  in  only  two  ways:  more  sales 
or  an  improvement  in  the  publics  attitude 
toward  his  product  or  service,  which  amounts 
to  the  same  thing.  Just  how  much  he  got 
for  his  money  can  be  gauged  primarily  by  the 
number  of  folks  who  saw  his  show  and  the 
length  of  time  he  was  able  to  keep  each  one 
interested  in  his  story. 

This  survey  has  been  largely  focused  on 
facts  and  figures  gathered  by  Business  Screen 
representatives  in  a  five  weeks'  study  at  the 
New  York  World's  Fair.  San  Francisco's 
part  in  it  is  a  minor  one  simply  because 
there  were  relatively  fewer  persons  in  attend- 
ance there  although  a  high  percentage  of 
these  attended  the  numerous  screenings  of 
commercial  subjects.  For  example  there  was 
only  one  business  film  auditorium  of  an\'  size 
in  the  West,  whereas  New  York  boasts  of 
eight  large  theatres  entirely  devoted  to  this 
type  of  presentation  without  including  the 
lavish  theatres  of  various  foreign  govern- 
ments. These  might,  after  all,  be  included 
since  their  purpose  is  entirely  one  of  com- 
mercial salesmanship  whether  of  political  ide- 
ology or  products.  What  San  Francisco  lacked 


in  commercial  theatre  facilities  it  did  make 
up  in  continuous  screening  of  sponsored  films 
in  a  170-seat  theatre  provided  for  the  co- 
operative use  of  a  large  number  of  exhibitors. 
New  York's  role  provides,  on  the  other 
hand,  an  excellent  study  of  showmanship 
methods,  of  production  techniques  and  of 
equipment.  One  hundred  and  thirty-odd  pro- 
jectors were  in  operation  on  almost-continu- 
ous   ten    to    twelve-hours-per-day    schedule. 


iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

I  Vital  Statistics 

I  of  the  World's  Fair  Survey 

M  Average   attendance    figures   for   eight  typical 

g  commercial    film    theatres.      Showings    range 

p  from  ten  to  Jorty-five  minutes  each;  the   aver- 

g  age    being    about    twenty   minutes    in    length. 

M  Attendance    figures    vary     according    to    total 

g  Fair    attendance     per    day     and     per     period. 


s        *  Exhibitors         ♦  Showings 

• 

Seals 

*  Daily 

Visitors 

Chrysler  Theatre 

35 

339 

11,865 

Coty,   Inc. 

18 

81 

1,485 

General  Motors 

10 

650 

6,500 

Household  Finance 

20 

180 

3,600 

Johns-Man  ville 

8 

150 

1.200 

MacFadden  Publ. 

14 

226 

3.164 

National  Biscuit 

43 

262 

11.266 

Petroleum     Industries 

30 

168 

5.040 

seven  days  a  week.  ^lodcrn  air-conditioned 
theatres  contrasted  with  open  exhibit  spaces 
providing  folding  chairs.  The  pictures  them- 
selves ranged  from  lavishly  entertaining  color 
subjects  and  dramatic  features  to  the  simple 
"factory  run-around."  The  degree  of  show- 
manship which  accompanied  the  screenings 
ranged  from  attention-compelling  exterior 
displays  and  aggressive  publicity  and  promo- 
tion to  almost  absolute  silence. 

The  facts  that  counted  most  were  those  re- 
lating the  attendance  figures  recorded  for 
the  theatre  setups.  From  San  Francisco,  the 
authenticated  report  of  Hills  Brothers  Coffee 
shows  an  average  attendance  of  10,000  per- 
sons a  iceek  at  the  40-minute  performance  of 
'Behind  the  Cup'  the  Company's  Cinecolor 
feature.  Back  in  New  York,  the  National 
Biscuit  Company's  two  Technicolor  films 
played  to  more  than  10,000  persons  a  day 
with  Saturday  and  Sunday  totals  ranging 
well  over  1'2,000  a  day.  the  maximum  capacity 
of  the  '262-seat  theatre  based  on  approximate- 
ly forty-eight  15-minute  showings. 

Attendance  figures  at  other  New  York  Fair 
theatres  were  influenced  by  the  varying 
lengths  of  performance  (ranging  from  a  maxi- 
mum of  45-minutes  to  a  10-minute  mini- 
mum), on  the  degree  of  showmanship  era- 
ployed  and  the  regularity  of  the  screening 
schedule.  One  theatre,  that  of  ^Metropolitan 
Life,  was  not  included  in  Business  Screen's 
survey  of  principally  active  theatres  (see 
Page  '23)  because  of  varying  daily  screening 
schedules  and  a  combination  program  which 
included  musical  combinations,  etc.    A  simi- 


[21] 


Wi 


lar  variety  show  was  offered  in  the  650-seat 
General  Motors  theatre  but  fihns  retained  a 
definite  15-minute  period  on  eaeh  program 
every  day. 

The  largest  attendanee  total  per  tlay  was 
undoubtedly  registered  by  the  Chrysler  the- 
atre which  featured  a  three-dimensional  sub- 
ject III  Tunc  With  Tomorrow.  A  daily  total 
of  l'2,()(t()  persons  attended  the  thirty-five 
lO-niinute  performances  and  the  weekend  to- 
tals were  undoubtedly  much  larger  liecause  at 
least  -iO  performances  were  possible  and  the 
theatre  was  usually  filled  to  its  3.'59-seat  ca- 
pacity with  a  waiting  line  for  every  per- 
formance. 

The  Survey  cannot  compare  the  drawing 
power  of  the  motion  picture  attractions  to 
the  tremendous  crowd-pulling  exhibits  offer- 
ed in  General  Motors  Futurama,  the  Ameri- 
can Telephone  and  Telegraph.  Glassmaking, 
Ford,  Westinghouse,  DuPont,  Firestone  an<l 
RCA  buildings.  Here  millions  of  dollars  have 
been  spent  in  construction  and  maintenance 
by  large  permanent  staffs  of  service  em- 
ployees. But  on  a  doUar-for-doUar  basis  and 
on  the  very  .serious  consideration  of  sales 
story  receptiveness,  the  exhibitors  featuring 
films  are  at  least  even  with,  if  not  ahead, 
of  the  Fair's  most  popular  attractions. 

For  exhibitors  like  General  Motors,  Johns- 
Manville.  and  Coty,  the  film  is  not  a  major 
attraction  but  undoubtedly  performs  a  valu- 
able function  of  complementing  other  ex- 
hibits to  complete  a  well-rounded  sales  story. 
In  the  ease  of  the  Chrysler  show,  the  film 
theatre  has  undoubtedly  figured  in  actually 
drawing  and  kee|)ing  many  additional  visitors 
in  the  exhibit  building.  For  National  Biscuit, 
Household  Finance,  Bromo-Seltzer,  Lucky 
Strike.  Petroleum  Industries.  MacFadden 
Publications,  and  many  others,  the  motion 
picture  is  the  exhibitor's  ace  drawing  card 
and  if  it  does  not  supply  the  entire  "selling" 
a|)proach,  its  influence  is  of  key  importance 
in  sending  the  visitor  away  with  a  memor- 
able  experience  associated  with   the  exhibit. 

The  films  and  their  production,  together 
with  an  impartial  analysis  of  the  outstanding 
types  present,  are  reviewed  elsewhere  in  the 
Survey.  The  rest  of  the  story  is  approached 
from  a  twofold  .slant:  first  from  the  stand- 
])oint  of  the  major  film  exhibitors  presenting 
their  subjects  in  an  especially  constructed 
(Continued  at  top  of  next  page) 


INTKRIOR         VIKW.S         OF         MODERN         BUSINE.SS 

theatres  at  the  New  York  World's  Fair. 
(Top)  the  symeirical  curves  of  the  well- 
e.reciited  MacFadden  theatre  design  are  an 
outstanding  contribution  to  tliis  field.  (Se- 
cond from  top)  Johns-Manvillc  provides 
acoujitical  perfection  with  comfortable  theatre 
seating  for  15G  persons.  (Third  from  top) 
Household  Finance's  air-conditioned  auditor- 
ium seats  180  in  comfortable  Irwin  chairs. 
(Second  from  bottom)  The  colorful  exterior 
of  ///('  National  Biscuit  theatre  invites  the 
Fair  visitor  within.  (Bottom)  The  glamor- 
ous interior  of  Coti/'s  building  makes  a  lux- 
urious "lobby"  for  the  Coty  theatre — en- 
trance may  be  seen  at  the  right. 


THE  FILMS  AT  THE 
GOLDEN  GATE  FAIR 

EXHIBITORS  WITH  THEATRE  SETUPS 

Armour  &  Co.  "Star  Theatre"  70  seats 

Projector:      Model    120   Filmosound 
Feature:     "The  Romance  of  Foods" 

Hills  Bros.  Coffee  Theatre  160  seats 

Projectors:     3  Holmes   35mm.  with  Strong  lew- 
intensity    arc;     Jensen    high-fidelity    speaker 
system 
Feature:      "Behind  the   Cup"    in   Cinecolor. 
Seats:     American  Seating  Company 

National  Biscuit  Company   "Little  Theatre" 
Projectors:     2  Model   140  Filmosounds 
Features:      "Mickey's   Surprise   Party"   and 
"Around  the  Clock  With  the  Cues" 

Poraffine  Cos.,  Inc.                                             24  seats 
Projectors:     Model    138   Filmosounds 
Features:      "Peter  in  Pruneland"   etc. __^ 

Addressoaroph-Multigraph  Corp.  12  seats 

Projector;     Model   138   Filmosound 
Features:    "Foiling  the  Villain"  and 
"On   the  Carpet"    (Marionettes) 

COOPERATIVE  SHOWINGS  IN  THE 

HALL  OF  SCIENCE  {170  SEAT)  THEATRE 

(Films  Are  Rotated  on  a  Continuous   Schedule) 
Sponsor:  Feature: 

Aetna  Life   Ins.   Co.  "Sounding  the   Alarm" 

and   "Bad  Master"  etc. 
Crown-Zellerbach  Paper  Co. 

"Art  of  Paper  Making" 
DuPont  de  Nemours 

"Wonder  World   of   Chemistry" 
General  Electric  "Excursions  in  Science"  etc. 

General   Motors  "Progress   on   Parade"    etc. 

Weyerhauser  Lumber  Co.  "Trees  and  Men" 

GENERAL  EXHIBITS  FEATURING  CONTINUOUS 
AND  OTHER  FILM  PROJECTION   SETUPS 


Exhibitor: 


Feature: 


Perfect  Sleeper  Co.  "Goldie  and  Three  Beds" 

Projector;     Model  138  Filmosound 
Screen;     DaLite 

Sea    Island  Sugar   Co.  "Crystalized   Energy" 

Projector:      Bell   &  Howell  Filmosound 

OTHER   EXHIBITORS    AND    EQUIPMENT 

(Showing  Industrial,  Scenic  and  Misc.  Films) 


Alta  California    Counties 

Argentina 

Bethlehem  Steel  Company 

Belter    Babies   Exhibit 

California  Commission 

California  Commission 

California  Commission 

California  Polytechnic 

Chile  (Government) 

Denver  &  Rio   Grande  R.  R. 

Douglas   Fir  Plywood  Assn. 

DuPont  de  Nemours 

France   (Pavilion) 

General    Electric   Company 

Goodrich  Tire  Company 

Grayline  Tours 

Hawaii 

Italy    (Pavilion) 

Japanese   Pavilion 

Metropolitan   Life   Ins.  Co. 

Natl.  Adv.  Comm.  Aero. 

Oregon 

Pacific  Gas  &  Electric  Co 

Pacific  House 

Pennsylvania  Railroad 

Petroleum  Exhibitors 

Phillipine  Pavilion 

Republic  of   Colombia 

Republic    of  Panama 

Sacremento  &  Lake  Tahoe  Reg. 

Salvation  Army 

San   Francisco    Building 

Shasta  Cascades  Counties 

Simon  Manufacturing  Company 

Western    Sugar   Company 

Wyoming 


— -Amprosound 

— Filmosound 

— 138  Filmosound 

— Victor  Silent 

- — 120  Filmosound 

—Victor  Sound 

— 35  mm.  Sound 

— 120  Filmosound 

—138   Filmosound 

— A  mprosound 

^Kodascope  E 

— Filmo  Silent 

— Filmosound 

— Filmo    Silent 

•^  Ampros  ound 

■ — 138  Filmosound 

— 35  mm.  Sound 

35  mm.  Sound 

- — 35  mm.  Sound 

— Victor   Silent 

— Victor  Sound 

— 142   Filmosound 

— 142   Filmosound 

—142  Filmosound 

— Amprosound 

— Filmo    Silents 

~130E  Filmosound 

— Kodascope  G 

— Filmosound 

— 16mm.  Silents 

- — Victor 

— Amprosound 

— 129  Filmosound 

— 138  Filmosound 

— 120  Filmosound 

-I29D  Filmosound 


SJt^'^&SSi 


tlicatro,  and.  secondly,  in  a  fairly  thorough  listing  of  practioall.v  fverv 
other  form  of  projection,  including  cabinet  and  rear-screen  continu- 
ous, silent  and  sound  showings.  The  story  of  the  theatres  and  of  pro- 
jection equipment  will  ofYer  some  valuable  experience  for  future 
reference.  The  rest  of  the  theatre  story  is  also  significant  since  it 
involves  some  di.scussion  of  promotional  failures  and  successes. 

Business  Screen's  Surve.v  calls  attention  to  the  excellence  of 
design  which  distinguishes  the  business  film  auditcu'iunis.  From  the 
elaborate  hixur.v  of  the  cinema  in  the  French  Pavilion  to  the  equally 
impressive  modern  simplicity  of  the  Mcf^adden.  National  Biscuit. 
Johns-Manville.  and  Household  Finance  theatres,  no  effort  has  been 
spared  in  making  these  halls  ph.vsically  attractive  and  acoustically 
perfect.  Johns-Manville  shines  in  this  latter  case  with  walls  and 
ceiling  acoustically  perfected  with  Perforated  Flexboard  with  a  sound 
absorbtion  base  of  Blanket  Rock  Wool. 

But  in  these  perfect  settings  are  often  presented  extremely  slip- 
shod screenings  and  this  is  directly  traceable  in  most  instances  to 
inexperienced  and  inattentive  operators.    In   one  or  two   further  in- 


(Left)    The  jirojection  booth  oj  the  (ioO-seat  General  Motors  iheatra 


MODERN    BUSINESS   FILM   THEATRES   AT   THE    NEW   YORK   WORLD'S    FAIR 


*  EXHIBITORS 

*  PICTURES 

*  NUMBER  4  MAKE  OF  SEATS        *  PROJECTORS 

•  SCREENS 

*  OTHER   EQUIPMENT 

1. 

Chrysler    Motors 

"In  Tune  with   Tomorrow" 

339  American  Seats 

Motiographs  (2)  with 
Selsyn   drive 

Walker-American 

Brankert    Lamps 
Air-Temp  Air  Conditioning 

2. 

Ccty.  Inc. 

'Svmohonies  in  Fragra!ice"etc 

.   81  Stokmore   Seats 

Bell  &  Howell  Sound 

3. 

Eastman  Kodak* 

"The  Cavalcade  of  Color" 

No    Seats 

Eastman  Slide  Proi,  (11) 

Raven  Screen  (11) 

York  Air  Conditioning 

4. 

General   Motors 

"Frcg-ess  en   Parade"  etc. 

650  Heywood-Wakefield 

Simplex  (35  mm) 

Walker- American 

Strong   UUlity    Lamp 
Frigidaire    Air   Conditioning 

5. 

Household  Finance 

"Happily  Ever  After"  etc. 

ISO  hwin  Seats 

Amprosounds  (2) 

DaLite   Beaded 

Armo  Air  Conditioning 

E. 

Johns-Manville' 

"Heat  and  Its  Control"  etc. 

156  Heywood-Wakefield 

Victor   Sound   (Cont.)   (2) 

Flatlite 

Nash-Kelvinator    Air    Cond. 

7. 

MacFadden   Publ. 

"ill  Tell  the  World" 

226  irwin  Seats 

Kodascope-Sound   (2) 

Raven 

Typhoon   Air   Conditioning 

8. 

NaUonal  Biscuit 

"Around   the   Clock" 
"Mickey  Mouse" 

282  American    Seats 

Simplex  (2) 

Raytone  Perforated 

2  Peerless  Magnar  Lamps 
Frick     Air    Conditioning 

9. 

Petroleum   Industries* 

"PctD-Roleum  &  His  Cousins 

'1B8  Royal  Metal  Seats 

S  mplex  (2) 

Walker-American 

2  Peerless  Magnar  Lamps 

10. 

Science   &   Education 

T-e  City"  etc. 

2.S0  Seats 

Simplex  (2) 

Hurley 

2  Peerless  Magnar  Lamps 

11. 

Argentina 

Industrial  &  Scenic  films 

400  American   Seats 

Simplex  (2) 
Victor-Sound 

Walker-A  merican 

Century    Air    Conditioning 

12, 

British    Empire 

i  rit'.sh  Documentaries 

250  Seals 

Thompson    Houston-Sound 
Bell  &   Howell-Sound 

13. 

France 

French   travelogues,    etc. 

350  Seats 

Simplex  (1) 

Bell   4  Howell-Sound 

1    Peerless   Magnar  Lamp 

14. 

Sweden 

Swedish    progress-industries 

150  Swedish  Ssats 

Kodascope-Sound 

Raven 

1    Strong    Utility    Lamp 

15. 

U.   S.   Soviet   Rep.* 

Russian    industrial   films,    etc.325  American    Seats 

Simplex  (4) 

Waiker-A  merican 

4   Peerless  Magnar  Lamps 
York  Air  Conditioning 

16. 

United   States* 

"These    United   States"   etc. 

365  ^m^rican    Seats 

Simolex  (3) 

W^lker-American 

3  Peerleq<!  Magnar  Lamps 

-not  including   misc.  film   exhibits  (see  other  chart). 


Sterioptican    viewers  at  attention"   as   Chrysler   unjolds   its   clerer  three- 
dimensional   film    "In    Tune    With    Tomorrow"    in    the    Chrysler    theatre. 


Dynumie  modern  design  draws  the  visitor  into  the 
MacFadden  theatre  where  the  screen  features  "I'll  Tell 
the  World"  a  dramatic  picture  with  a  well-known  cast. 


HWffif%", 


stances  ordinary  lamp  projection  was  too  ap- 
parently insufficient  for  proper  illumination 
and  are  equipment  badly  needed.  However, 
audience  distraction  caused  by  poor  operat- 
ing technique  (improper  focus  and  unregu- 
lated sound  volume)  was  the  most  apparent 
failing.  The  excellence  of  most  of  the  com- 
mercial theatre  presentations  served  to  throw 
the  others  into  sharp  relief. 

The  successes  registered  by  films  far  out- 
weigh these  small  shortcomings,  however,  and 
most  noteworthy  of  these  were  the  Chrysler 
novelty  already  mentioned,  the  MacFadden 
and  National  Biscuit  showings.  Household 
Finance,  Coty,  Coca-Cola.  Lucky  Strike, 
Bromo-Seltzer  and  even  such  small  setups  as 
Lee  Hafs  tiny  theatre.  Reason:  good  films 
were  put  over  with  good  exhibit  showman- 
ship. Because  the  Chrysler  show  demanded 
a  Polaroid  viewer,  an  excellent  souvenir  was 
thus  provided,  handily  die-cut  as  the  front 
view  of  a  Chrysler  car.  Lee  Hat  provided 
free  mailing  of  penny  post  cards  featuring 
the  theatre.  MacFadden  provided  a  colorful 
souvenir  program  with  pictures  of  the  cast 
and  scenes  from  the  film  as  well  as  a  synopsis. 
Then,  too,  the  exterior  of  the  MacFadden 
setup,  pictured  elsewhere  in  these  pages, 
provided  an  irresistible  lure  to  the  picture 
within.  Household  Finance  gave  the  visitor 
booklets  and  Bromo-Seltzer  had  a  novel 
"flip"  book. 

The  best  promotional  job  was  done  by  the 
exhibit  designer  in  most  cases.  As  pictured 
on  the  opening  page  of  this  Survey.  House- 
hold Finance  built  its  exhibit  around  the 
movie  theatre  front  as  did  National  Biscuit. 
Lee  Hat  and.  at  San  Francisco.  Hills  Brothers 
Coffee. 


Three  producers  in  action:  Walt  Disney 
sees  sketches  of  "Mickey's  Surprise 
Party"  {NBC);  {center)  Joseph  Losey 
in  action  filming  "Pete-Roleum  and  His 
Cousins";  {right)  Jack  Norling  (back 
to  camera)  i?)  production  of  the  three- 
dimensional  novelty,  "In  Tune  With 
Tomorrow"  for  Chrysler. 


E 


euiewin 


f 


lite  ^iCf^, 


mj 


♦  TUF,  ij.sT  OF  coNCKHNs  producing  films 
especially  for  World's  Fair  showing  is  longer 
than  those  who  adapted  previously  made 
pictures.  Such  attractions  as  In  Tune  With 
Tomorrow,  Around  the  Clock  With  the 
Cues,  Happily  Ever  After,  I'll  Tell  the 
World.  Refreshment  the  World  Over,  The 
Story  of  Lucky  Strike  and  Behind  the  Cup 
(at  San  Francisco)  represent  a  special  endea- 
vor to  present  a  short  entertaining  program 
with  emphasis  on  direct  salesmanship. 

The  First  Films  of  the  Fair: 

{Sjiecial  Mention  to  "Refreshment  the  World 
Over"  {Coca-Cola);  "Mickey's  Surprise 
Party"  {National  Biscuit);  "Pete-Roleum 
and  His  Cousins"  (Petroleum  Industries)  and 
the  Gillette  short  subjects.) 

"AROUND  the  CLOCK  with  the  CUES" 

A  Technicolor  short  subject  especially  pro- 
duced for  exhibit  showings  at  the  New  York 
World's  Fair. 

♦  Produced  for  the   National   Biscuit    Com- 

(Left)    Audience   members  enter  the 

National  Biscuit  Company's  theatre. 

(Below)   Children  enjoy  Chrysler's  film. 


pany  by  Wilding  Picture  Productions, 
showing  at  the  Fair. 


Now 


"HAPPILY  EVER  AFTER" 

^4  dramatic  story  on  family  finance  problems 
presented  in  an  impartial,  non-advertising 
manner. 

♦  Produced  for  the  Household  Finance  Cor- 
poration by  the  Jam  Handy  (Organization. 
Now  showing  in  the  Household  theatre  at  the 
New  York  World's  Fair. 

•ILL  TELL  THE  WORLD  " 

A  dramatic  narrative  tells  the  story  of  adver- 
tising's influence  on  a  typical  American 
family. 

♦  Produced  for  MacFadden  Publications  by 
Splay  Commercial  Pictures,  in  collaboration 
with  Herbert  Crooker,  Showings  in  the  Mac- 
Fadden theatre  at  the  New  York  World's 
Fair  and  shown  nationally  before  advertising 
and  business  executives  at  invitational  "pre- 
views," 

■IN  TUNE  WITH  TOMORROW" 

An  outstanding  three-dimensional  film  novel- 
ty showing  the  assend^ling  of  a  Plymouth  car. 

♦  Produced  for  the  Plymouth  Division  of  the 
Chrysler  Corp.  by  Loucks  and  Norling.  Now 
showing  in  the  Chrysler  theatre  at  the  New 
York  World's  Fair. 

•THE  STORY   OF   LUCKY  STRIKE  " 

An  entertaining  short  subject  on  the  produc- 
tion oj  the  Lucky  Strike  cigarette  from  field 
to  file  consumer. 

♦  Produced  for  the  American  Tobacco  Com- 
pany by  the  Jam  Handy  Organization.  Now 
showing  in  the  Lucky  trike  building  at  the 
New  York  World's  Fair. 

At  the  San  Francisco  Fair 

"BEHIND  THE  CUP " 

A  Cinecolor  production  on  the  growing  and 
processing  of  coffee,  produced  for  shouing 
at  the  San  Francisco  Fair. 

♦  Produced  for  Hills  Brothers  Coffee  by  Ken 
.\lleu.  Now  showing  at  the  Golden  Gate 
Internationnl   I'^xposition. 


GENERAL  EXHIBITS  FEATURING  FILMS  AT  THE  NEW  YORK  FAIR 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiin 

•  EXKBrroHS  •pictures  *pboiectors  •screens 


1. 

Aetna  Life  Insurance  Co. 

"All-Star  Drivers"  etc. 

Bell  S  Howell  Sound  (O* 

Ground    Glass-(RP)'* 

2. 

American  Tobacco  Co. 

"Story  of  Lucky  Strike" 

Simplex-Peerless   Lamps 

Translux  (RP) 

3. 

Boys   Club  of  America 

Club  activity  films 

Bell  &  Howell  Sound  (C) 

Mo.  Pic.  Scr.  4  Ac. 

4. 

Bristol   Myers   Company 

"World  of  Day  After  Tommorrow 

'Ampro   Silent  (C) 

Mo.  Pic.  Scr.  4  Ac. 

5. 

Canadian  Nail.  R.R. 

Scenic   travelogue   films 

Bell  4  Howell  Silent  (C) 

Raven 

S. 

Cancer  Exhibit  (Health) 

Medical    Ed.    subjects 

Adv.   Projector   (C) 

Ground   Glass    (RP) 

7. 

Coca  Cola  Company 

"Refreshment   the   World  Over" 

Bell  4  Howell  Sound  (C) 

plaster   board 

8. 

Consumers  Bldg.  (Focal) 

Special    Focal    Exhi.    Films 

Adv.  Projectors  (7-C) 

painted  wall 

9. 

Eastman  Kodak  Company 

Industrial   Films 

Kodascopes  (2-0 

Raven    (3) 

10. 

Elgin   Watch  Company 

"Time"  industrial  fihn 

Ampro  Silent  (C) 
Bell  4  Howell  (C) 

Latex  rubber  (RP) 

11. 

Emerson    Drug   Company 
(Bromo-Seltzer) 

"Goofy  Newsreel"  etc. 

Bell  4  Howell  Sound  (C) 

Raven 

12. 

Gillette   Company 

"The  Gay  Blade,"  etc. 

Amprosound   (C) 

Mo.  Pic.  Scr.  4  Ac. 

13. 

Hart,  Schaiiner  &  Marx 

"A  Personal  Investment" 

Bell   4  Howell  Silent  (C) 

DaLile   Datex  (HP) 

14. 

Johns-Manville   Corp. 

"Sound  and  Its  Control"  etc. 

Victor  Silent  (6-C) 

Flatlite   (6-RP) 

IS. 

Lee  Hat  Company 

"The    Hat    Parade" 

Bell  4  Howell  Sound  (C) 

DaLite    Beaded 

16. 

Metropolitan    Life 

"Once  Upon  a  Time"  etc. 

Victor  Sound 
Victor  Silent  (C) 

Translux  (2)  (RP) 

17. 

Natl.  Adv.  Com.  Aero. 

Aviation   research  films 

Bell  4  Howell  Sound  (C) 

DaLite  Datex   (RP) 

18. 

Parke  Davis  Company 

"The  Shadow  on  the  Land."  etc.Bell  S   Howell  Silent  (C) 

Latex  Rubber  (RP) 

19. 

Planters    Nut  &   Cho.    Co. 

"Mr.  Peanut  &  His  Family  Tree 

'Victor    Silent    (C) 

Latex  Rubber  (RP) 

20. 

Railroad  Suppliers 

Rail    transportation    films 

Bell  4  HoweU  Sound  (C) 

Raven 

21. 

Scfaering  Corp,   (Saraka) 

"Inbad  the  Ailer" 

Amprosound  (C) 

Mo.  Pic.  Scr.  4  Ac. 

22. 

Socony-Vacuum  (Pet.  Ind.) 

Petroleum  industry  films 

Bell   4   Howell  Silent  (C) 

23. 

Yale  4  Towne  Mfg.  Co. 

"Home   Defense"    etc. 

Bell  4  Howell  Sound  (2-C) 

ground   glass 

24. 

Arkansas 

Scenic  &  Conmiercial   films 

Victor   Sound 

25. 

Florida 

Scenic  &   Commercial   films 

Bell   4   Howell   Silent 

Latex  Rubber  (RP) 

26. 

Ohio 

Scenic  &   Commercial   films 

Bell  4  Howell  Sound  (2) 

DaLite    Beaded 

27. 

Nevr   York   City 

Civic  films — eng.  progress,  etc. 

Victor  Silent  (6-C) 

ground  glass  (RP) 

28. 

Belgium 

Scenic  &   Docxmientary  films 

Simplex  (2)   Peerless  Lamp 

29. 

BrazU 

Scenic  &   Commercial   films 

30. 

Czechoslovakia 

Scenic  &  Documentary  films 

Victor  Sound 

Cuba 

Scenic  &   Conunercial   films 

Bell   4   Howell  Silent 

32. 

Demnark 

Scenic  &  Conmiercial  films 

BeU  4   HoweU  Silent  (C) 

DaLite    Beaded 

33. 

Dominican    Rep. 

Scenic  &  Commercial  films 

Bell   4   Howell   Silent 

DaLite    Beaded 

34. 

Finland 

Scenic  &  Commercial  films 

nell  4  Howell  Soxmd 
Bell    4    Howell   Silent  (C) 

DaLite  Datex  (RP) 

35. 

Iceland 

Scenic  &   Commercial   films 

Bell  4  Howell  Silent  (2) 

Raven 

36. 

Palestine 

Historical   documentary    film 

Bell  &  Howell  Sound  (C) 

Translux  (RP) 

37.     Poland 


Scenic  4   Documentary  films  Bell    4    Howell  Silent 


DaLite  Beaded 


Scenic  travelogue  film 


Bell  4  Howell   Sound 


Raven    (RP) 


39.     U.    S.    S.    R. 


Industrial    documentary   films        Bell   &  Howell   Silent  (18-C) 


Translux  (18-HP) 


40.     United  States  (Federal) 

':!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiuiiiiiiiiii!iiiiiiiiiiiiiiii!iMiiiiiiiiil 


Govt,    works    films,    etc. 

iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


*(C) — semi-automatic    continuous   projection  equipment. 


BeU  4  HoweU  Silent  (2-C) 

ii:iiiiiiiiiini!iiniiiiiiiiiiiniiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiii!iiii 

"(RP) — reoT-scTeen    projection. 


Raven   (RP) 


Projection  Ingenuity  Makes  Eastman  Kodak's  Show  a  World's  Fair  Hit> 


•  Tne  picture  at  top  ot  page  graphically  domonstr 
the  size  of  the  projectors  used  in  the  Eastman  Kodak  9] 
of  color  photography.  Here  are  shown  only  the  frame 
lenses  of  one  projector  and,  back  of  lens  to  the  right, 
of  the  lamp  houses  and  heat  hilar.  Workman  13  aht 
installing  one  of  the  two  2500-watt  lamps.  Complete,  e 
projector  weighs  2700  pounde.  Eleven  are  used  to  illi 
nale  the  screen  which  is  22  feet  high  and  187  feet  Ic 

•  Kodachrome  transparencies  used  in  the  Kodak  c< 
exhibit  are  fiimilar  in  siie  to  those  anyone  can  take  v 
a  miniature  camera.  But  in  the  Kodak  show,  each  si 
is  shown  on  the  screen  enlarged  to  17  by  22  feet.  H» 
you  see  a  standard  2  x  2-inch  Kodachrome  slide,  as  u 
in  thousands  of  home  projectors.  Center  is  a  Ko 
chrome  transparency,  mounted  on  optical  glass,  am 
die  casting  to  fit  il.  At  right  is  the  complete  assembl' 
transparency  and  casting — ready  for  bolting  to  the  i 
ture  drum  of  one  of  the  Kodak  World's  Fair  project< 

•  The  huge  fine-pitch  ring  spur  gears  used  in  the  Kot 
projectors  are  the  largest  gears  of  this  type  ever  ma 
Each  has  1440  teeth.  Kodachrome  color  slides,  e; 
mounted  on  a  toothed  die  casting,  are  boiled  to  thi 
"drum"  gears^96  slides  to  each  drum.  Picture  she 
workman  installing  sUdes  on  drum. 

•  One  o!  the  cleverest  mechanisms  in  the  Kodak  p 
jectors  is  the  optical  registerirg  device,  a  small  plate 
selected  optical  glass  which  spins  as  the  film  drum  tur 
Refraction  through  the  glass  keeps  the  image  center 
in  the  lens — and  rock-steady  on  the  screen — even  if  I 


MORE  LIFE 
IN  IIVING! 

A  Burlon  Holmes  Motion 

PicUiro  produced  for 

llie  National  Dairy 

Council 


•  Millions  of  people  lack  the  vitality 
they  need  tor  successful  living  be> 
cause  they  tail  to  realize  the  im- 
portance   oi  balanced   diet. 

A  Burton  Holmes  Film  produced  for 
the  National  Dairy  Council,  "More 
Life  in  Living"  is  educating  these 
people  to  the  importance  of  the 
protective  foods,  especially  milk 
and    milk   products. 

Whatever  your  problem  may  be,  a 
letter  or  postcard  will  open  the  way 
lor  a  frank  discussion  of  its  solu- 
tion   through   the  film   medium. 

Address  Business  Films  Department: 


MTALITV 

The    vital  elements   of 
modern  industry  .  .  . 

Selling 

Training 

Public  Relations 

,    .   .    are   putting 

MORE  LIFE 

IN 

BliSIINESS 

with  Burton  Holmes 

Motion    Pictures    and 

Slidefilms 


BiirlDii  HdIiiii!s  Films,  Inc. 


'310  Morlh  Ashland  Avenue 


PRODtCEUS 


DISTRIBUTORS 


I  Chicago.  Jllinois 

LABORATORY    SERVICE 


On  a  loOO  square  jooi  Raven  Screi'ti. 
thr  CAPITOL  THEA  TREin  New  York 
City,  recently  projected  ''The  fi'lzard  of 
Oz"  ^  the  fantasy  in  technicolor.  The 
Capitol  Theatre  was  built  in  1919;  seats 
■'>W0  people  at  one  time;  New  Yorkers 
first  see  M-G-M  releases  at  the  Capitol 
Theatre.  Such  titans  as  "The  Great 
/Aegfeld"  and  "San  Francisco"  v^-re 
here  fir.tt  presented  to  the  world's  most 
critical  audience.  Capitol  Theatre  goers 
demand  faithful  picture  reproduction.  Of 
course  the  Capitol  uses  a  Raren  Screen. 


RAVEN  SCREEN  CORPORATION 


Those  who  make  the  moiies  n  business 
specify  Raven  Screens  for  accuracy  of 
reproduction  and  eye-ease.  These  sam.e 
qualities  are  inrorporated  tnlo  Raven  s 
amateur  line.  Slightly  modified  forlhome 
use,  the  sa  me  fabrics  used  by  professional 
houses  are  available  in  the  amateur.  Ask 
)/ou  r  dealer  to  sho  »'  you  R a  v e n 
HAFTOKE  or  BEADED.  Both  these 
fabrics  come  in  a  large  variety  of  sizes 
and  mounts,  for  RuJ^eri  makes  the  mast 
complete  line  of  amateur  screens.  And 
remember— when  you  buy  a  Raven — 
you  buy  the  screen  the  professionals  use. 


"Behind  the  Cup"  in  Cinecolor 
Proves  Hit  Show  in  the  West 


•  Unusual  in  many  respects 
in  the  field  of  commercial  and 
industrial  motion  pictures  is  the 
recent  production  Behind  The 
Cup  made  by  Ken  Allen  of  San 
Francisco  for  Hills  Bros.  Coffee, 
Inc.,  62-,vear-old  coffee  roasting 
concern,  one  of  the  largest  in  its 
line  in  the  country. 

Produced  in  Cinecolor,  this  pic- 
ture brings  to  the  .screen  for  the 
first  time  in  natural  color  the 
complete  story  of  cotl'ee  from  tree 
to  cup.  Far  from  lieiiig  the  most 
pretentious  undertaking  in  busi- 
ness pictures,  this  film  is  classed 
as  unusual  because  of  the  unique 
circumstances  invoh'ed  in  its 
production. 

Ten  years  ago  Producer  .Allen 
made  a  similar  picture  in  black 
and  white  for  this  same  concern, 
since  then  others  on  the  same 
subject — coffee — one  for  the  Co- 
lombian Federation  of  Coffee 
Growers.  And  during  the  inter- 
vening period  he  has  cared  for  all 
the  photographic  requirements — 
still  and  movies — of  Hills  Bros. 
Coffee,  Inc.  So  his  association 
with  and  knowledge  of  the  coffee 
business  has  been  far  more  than 
just  that  of  an  interested  specta- 
tor. 

Next,  the  story  of  coffee  as 
presented  in  Beh'md  The  Cup  is 
not  that  of  an  independent  writer, 
but  the  script  and  narration,  in 
their  entiret.y,  represent  the  col- 
laboration of  all  technical  ile- 
partments  in  the  client's  business, 
through  their  Advertising  De- 
partment, to  develop  with  the 
producer  a  story  that  would  prop- 
erly integrate  "picture  finesse" 
with  the  educational  and  sales 
message  that  they  wished  to 
bring  to  the  imblie. 

And     finally      Ilie     iiictiirr     is 


unique  because  its  cast — with  the 
exception  of  individuals  involved 
in  the  .scenes  of  coffee  growing 
and  a  grocery  store — are  em- 
ployees of  Hills  Bros.  Coffee,  Inc., 
all  engaged  in  their  evcryda.v  ac- 
tivities, not  excepting  the  narra- 
tion done  by  T.  C.  Wilson,  Ad- 
vertising Manager,  which  per- 
sonalized the  picture  for  the  com- 
pany in  a  way  that  woukl  not 
otherwise  have  been  accom- 
plished. 

Business  firms  do  not  make 
pictures  just  for  the  thrill  of  see- 
ing a  camera  turned  in  their 
plant.  They  must  have  an  objec- 
tive. In  this  case  it  was  the  Gol- 
den Gate  International  Exposi- 
tion on  Treasure  Island  in  San 
Francisco  Bay.  Nearly  two  .vears 
ago  Hills  Bros.  Coffee,  Inc.,  faced 
with  a  desire  to  participate  in  this 
World's  Fair,  concluded — in  view 
of  their  eight  years  of  experience 
in  the  distribution  of  a  coffee  pic- 
ture in  black  and  white  (16  mm. 
and  35  mm.  silent — average 
monthl.v  audience  about  10,000) 
— that  the  way  to  exploit  their 
product  at  such  an  affair  in  kee])- 
ing  with  the  company's  ideals  and 
policies,  was  through  motion  ]iic- 
lures. 

The  stor,v  of  coffee  production 
had  not  changed  since  the  ori- 
ginal picture,  but  sound  could 
no  longer  be  ignored,  and  color 
had  liecome  a  reality. 

What  color  processes  were 
within  the  realms  of  possibility 
from  the  standpoints  of  proven 
results  and  unprohibitive  cost? 
Duplicating  of  If!  mm.  was  still 
an  uncertain  quantity,  and  the 
field  of  possibilities  narrowed 
down  to  Cinecolor,  just  on  the 
verge  of  moving  into  their  mar- 
\eloiis    new   processing    ]iliiiil     in 


"The  Peacevial.-eis"  iinnal  in  the  Court  of  Pacifica  on  Treasure  hldiiil 


314-16  EAST  35th  ST.  N.Y.C. 


[26] 


s^ 


Typical  coffee  jilantahun  scene 

in  "Behind  the  Cii/)" 
(Cepy-right  1939  by  Hills  Bros.,  Jnc.1 

Burhank.   California  —  the  side 
entrance   tci    Hollywood. 

Strangely  enough  the  second  of 
the  two  main  parts  of  the  picture 
— in  the  Hills  Bros,  coffee  plant 
— was  made  first,  then  the  cof- 
fee growing  section,  and  finally 
the  beginning  and  en<ling  which 
involved  lip-synchronized  scenes 
shot  in  Hollywood. 

Of  the  various  countries  in 
which  the  growing  of  coffee  might 
be  filmed.  Hills  Bros.  Coffee,  Inc. 
chose  El  Salvador  in  Central 
America,  and  to  that  smallest  of 
Central  American  republics  late 
last  Fall,  Allen  and  his  assistant 
made  their  way  via  steamer 
loaded  down  with  full  equipment 
packed  into  a  sturdy  Ford  sta- 
tion wagon. 

Air  Express — by  Pan  Ameri- 
can— brought  the  film  roll  by  roll 
from  El  Salvador  to  Los  Angeles, 
so  daily  rushes  could  reveal  an 
answer  before  it  was  too  late  for 
i-etakes. 

Finally  the  cameraman  came 
home,  with  (i.Odd  feet  of  gorgeous 
negative  tucked  safely  away  in 
the  Cinccolor  vaults.  Then  came 
the  job  of  paring  this  down  to  the 
two  reels  to  go  with  two  of  coffee 
roasting  and  packing  in  Hills 
Bros.'  plant,  leaving  enough  room 
for  the  scenes  at  beginning  and 
end  that  were  still  to  be  made, 
and  turn  out  a  production  4.000 
feet  in  length. 

Cutting  accomplished  and  work 
print  assembled  in  San  Francisco, 
Producer  Allen,  his  laboratory 
technician  Lloyd  Combs,  and  Ad- 
vertising Manager  Carroll  Wilson 
of  Hills  Bros.  Coffee,  Inc.  were 
off  to  Hollywood  for  the  final 
steps. 

Finally,  with  all  elements  com- 
pleted. Cinccolor.  Inc.  took  over 
and  on  February  17  delivered  a 
finished  print  for  preview  liy  the 
offlicials  of  Hills  Bros.  Coffee, 
Inc.,  preparatory  to  the  opening 
of  the  Golden  Gate  International 
Exposition  the  following  day. 

And  what  of  the  picture  itself? 
Through  the  combined  efforts  of 
the  producer  and  Cinccolor,  Inc. 


Behind  The  Cuj>  achieves  a  bal- 
ance of  composition  and  warmth 
of  color  hitherto  unequalled  in 
industrial  films.  Critics  in  and 
out  of  the  picture  business  ac- 
claim it  "the  picture  of  the  Fair." 
And  the  public  likes  it,  too,  which 
after  all  is  the  answer  that  is 
looked  for  by  the  i)eople  who  buy 
the  job. 

In  the  quiet  atmosphere  of  a 
specially  designed  theatre  occu- 
pying some  ti.OOO  square  feet  in 
a  prominent  corner  of  the  Palace 
of  Foods  and  Beverages  on  Treas- 
ure Island,  Hills  Bros.  Coffee.  Inc. 
take  from  1.000  to  '2.500  people  a 
day  (averaging  10,000  a  week 
since  the  Fair  opened)  on  a  color- 
ful and  fascinating  trip  through 
coffee-land,  and  for  forty  minutes 
— fifteen  times  every  day — tell  a 
story  of  their  product  clothed  in 
a  dignity  that  is  truly  impressive. 

Hills  Bros.  Exposition  Theatre 
might  be  described  as  Arabic  in 
design  —  symbolic  of  the  com- 
pany's famous  trade-mark.  High- 
ly decorative  on  the  outside — 
enhanced  by  six  9  x  6  foot  Holden 
murals  that  reveal  an  historic 
story  of  coffee  —  its  interior  is 
quiet  and  simple.  A  hundred  and 
sixty  of  the  American  Seating 
Company's  most  comfortable 
seats,  air-conditioning  (the  only 
system  in  the  entire  building) 
and  seven  stations  of  hearing  aids, 
contribute  to  the  enjoyment  of 
the  guests.  Upstairs  a  small  of- 
fice and  reception  room,  as  well 
as  two  private  loges  for  the  con- 
venience of  grocers  and  special 
guests,  surround  the  projection 
room,  which  is  thoroughly 
equipped  with  !5  Holmes  35  mm. 
Strong  low-intensity  arc  projec- 
tors and  all  equipment  required 
for  operation  on  what  jiractically 
amounts  to  theatre  schedule. 
Projection  is  55  feet  to  an  8  x  11 
.screen,  with  Jensen  high-fidelity 
speaker  system. 

A  unique  feature  in  connection 
with  the  showing  of  Behind  The 
Cup  is  the  introduction  of  coffee 
aroma  into  the  theatre  through 
the  ventilating  system  at  a  point 
in  the  picture  where  the  action 
shows  a  can  of  Hills  Bros.  Coffee 
being  opened. 

For  the  remainder  of  this  year 
Hills  Bros.  Coffee,  Inc.  intends 
to  keep  its  picture  exclusive  to 
the  Exposition,  but  later  will  em- 
bark on  a  program  of  distribution 
that  will  carry  Behind  The  Cup 
through  the  channels  of  non- 
theatrical  releases  over  the  entire 
territory  in  which  the  company 
does  business.  Distribution  xvill 
be  in  35  mm.,  as  well  as  16  mm. 
soon  forthcoming  in  Cinccolor. 


74^  %W  DeVRY 

LOW-PRICED 

PROJECTOR 

A/a4  CiAe/uftJuH^  /  1 


LIGHT  m  Weight 
SMALL  m  Size 
HIGH  m  Quality 
TOPS  in  Performance 
LOW  m  PRICE 

.  .  EVERYTHING  you  demand  in  a 
projector  Remember,  vour  film  is  as 
good  as  the  projector  that  shows  it. 
Present  it  with  a  DeVrv  MODEL  "Q" 
SINGLE  CASE  UNIT  andbe  assured 
of  theatre-like  presentations,  sparkling, 
rock-sready  pictures  and  faithful  rich 
tone  quality,  everytimc. 

THIS  IS  IMPORTANT-The  Model 
■  'Q'  ■  is  not  just  another  proicctor 
"built  down  to  a  price,"  but  like 
all  other  DeVry  products,  a  high 
QUALITY  precision  projector  built  for 
lasting  dependabilitv. 

THE  ONLY  PROJECTOR 
WITH    THESE    FEATURES 

1.  AUTOMATIC  LOOP  AD- 
JUSTER—prevents  loss  of  "him 
loop,"  eliminates  rcthreading.  The 
"show"  goes  right  on. 

2.  SYNCHROMATIC  THREAD- 
ING— makes  possible,  automati- 
cally, the  synchronism  of  both 
sound  and  picture.  Eliminates  mls- 
threading,  saves  film. 

3.  DUAL  SOUND  STABILIZERS 

— keeps  film  propcrlv  aligned  over 
sound  drum,  resulting  in  unsur- 
passed sound  reproduction. 

Better  Buy  De  Vry 

MODEL  "Q"  PROJECTOR  comes  com- 
plete  with  built-in  amplifier,  dynamic 
speaker,  motor.  1600  ft.  capacity  reel, 
necessarv  atcessories  and  cords.  .  .  ALL 
IN  ONE  CASE  weighing  less  than  50  lbs. 
— at    a     price    that     is    amazingly    low 

DeVry  Mamifjiclures  the  Slost  Com- 
plete Line  of  10  and  3Jmm.  Silent 
and  Sound  Projectors  and  rameras 
for    School    and    Commercial    Use. 


ABOVE,  the  Model  "Q"  u'th  its  easi/y^ 
detachable  self-contained  speaker.  EASS' 
to  set  up  —  a  novice  can  do  it. 


ABOVE,  the  Model  "Q"  all  packed 
away  in  its  compact,  lightu-eight.  easily 
portable,  yet  sturdy  case.  Note  accessible 
control  p^'it  />. 

COMBINATION  UNITS 


DeVry  Projectors  Hare  ALl 
been  DesiKTicd  for  I  he  Adt 
of   COMBINATION    UNITS. 


loud  speaker  la- 


lor   silent   filr 


TURNTABLE 


ADDITIONAL  AMPLIFtER  may 
also  be  pluRged  In  to  provide 
?  for  larger  audit" 


(Established  1913) 


DeVRY  corporation 


Factory  and 

nil  ARMITAGE  AVENUE 
New  York 


Cable:  HERMDEVRY 


Main  Office 

CHICAGO,  ILLINOIS 
Hollywood 


[27] 


Specify 


^FSLIDEFILM 
PROJECTORS 

QUALITY    EQUIPMENT    WITH 
TIME -PROVED     ADVANTAGES 

You  want  clear  pictures.  You  want  your  captions  sharp, 
and  easy  to  read.  You  want  accurate  colors.  SVE  Slidefilm 
Projectors  give  you  all  of  these.  They  also  have  important 
■aiety  features.  A  patented  heat-absorbing  iiher  reduces 
heat  at  the  aperture  to  the  minimum.  A  special  releasing 
mechanism  moves  the  rear  aperture  glass  back  automati- 
cally when  the  film  is  turned  from  one  frame  to  the  next. 
SVE  Projectors  are  made  in  many  styles,  including  Ihe 
popular  Tri-Purpose  unit  which  shows  2"  x  2"  glass  slides 
as  well  as  single  and  double  frame  film  strips.  For  perfect 
showings  and  full  protection  of  your  film,  specify  SVE  Pro- 
jectors in  your  sound  units.  SVE  Projectors  are  sold  by  all 
leading  producer-dealers. 

••>;/«»  for  "Un$r  To  Shou-  it" 

Send  today  lor  dascriptive  literature  on  SVE  Slidefilm 
Projectors  and  the  many  ways  in  which  they  are  being 
used  in  industry. 


SOCI€Ty     fOR    VISUAL    €DUCflTIOn.     IRC. 


Projection  Service  at  Fair 
Gives  Valuable  Experience 


lOO     CAST   OHIO.STKCCT 


CHICAGO  •  ILLinOIS 


•  Thk  i.ndl'strial  sales  rupre- 
scntativc  is  hired  for  the  promo- 
tion and  sale  of  his  respective 
company's  commodity. 

There  is  no  logical  rhyme  or 
reason  why  he  should  be  bur- 
dened with  the  additional  frets 
and  worries  of  keeping  a  motion 
picture  presentation  operating  up 
to  theatre  standards.  There  is 
no  better  criterion  to  emphasize 
this  point  than  the  months  of 
actual  experience  in  the  World's 
Fair  field. 

Although  national  and  local 
field  studies  have  given  us  wide 
experience,  the  concentration  of 
all  types  of  projectors,  both  ;?5 
mm.  and  16  mm.  used  in  all 
kinds  of  w-ays  have  given  us  the 
unfor.seen  opportunity  for  com- 
parison and  practical  study  as 
against  theory  and  equipment 
manufacturers'  glowing  claims 
for  their  respective  equipment. 

It  has  been  proven  unequivo- 
cally that  only  experienced  men 
can  continue  to  keep  a  show  go- 
ing day  in  and  day  out.  The 
World's  Fair  has  literally  been  a 
proving  ground.  Here,  large 
numbers  of  various  makes  and 
models  of  16  mm.  continuous  or 
automatic  projectors  were  in  con- 
stant operation.  These  include 
both  sound  and  silent  equipment. 
Twelve  hours  continuous  op- 
eration per  day,  seven  days  per 
week  for  a  six-month  period  is 
the  demand  on  mechanical  equip- 
ment at  the  New  York  World's 
Fair — to  continuous  projectors 
which  in  the  past  have  operated 
a  few  hours  per  day  for.  at  the 
most,  a  few  consecutive  weeks 
in  department  stores,  windows. 
etc.;  this  gruelling  test  demands 
constant  watch  to  detect  wearing 
parts  and  to  replace  them  before, 
like  the  proverbial  apple,  one  bad 
one  spoils  the  lot. 

Emergency  calls  from  the  non- 
users  of  regular  service  have 
borne  this  out  where  a  stitch  in 
time  would  have  saved  nine. 

Humid  conditions,  air  condi- 
tioned buildings,  ventilation  or 
its  lack,  current  surges  and  drops, 
green  film  or  film  not  properly 
processed  for  continuous  projec- 
.  tion.  proper  patches  and  check- 
ing bad  spots  in  film  before  they 
cause  real  damage,  removing 
print  and  substituting  a  fresh 
])rint  for  the  purpose  of  resting 
and  rejuvenating,  proper  treat- 
ment for  preserving  and  humidi- 
fying, cleaning,  oiling,  removing 
a  n  v      emulsion      accumulation. 


by 

George 

H.{King) 

Cole 


changing  and  properly  focusing 
of  replacement  lamps — etc.,  etc. 
these  are  only  a  few  of  the 
services  performed  on  a  regular 
maintenance   contract. 

Under  labor  conditions  prevail- 
ing today,  the  selecting,  training 
and  supervision  of  the  right  per- 
sonnel is  no  small  part  of  service. 

The  taxes,  unemployment  in- 
surance, social  security  and 
workmen's  compensation  insur- 
ance, are  carried  by  the  service 
organization  as  well  as  complete 
office  staff  on  the  Fair  Grounds 
for  the  purpose  of  receiving 
emergency  information  and  to 
assist  in  the  rendering  of  an  ef- 
ficient and   reliable  service. 

The  smart  Industrialist  is  al- 
ready motion  picture  minded,  so 
far  as  it  concerns  the  promotion 
and/or  sale  of  his  respective  pro- 
duct. His  first  step  is  to  have  a 
picture  produced  which  will  en- 
hance his  product  in  the  eyes  of 
his  prospective  purchasers.  After 
spending  many  thousands  of  dol- 
lars on  a  picture  suitable  to  rep- 
resent his  company,  and  his  pro- 
duct, an  Industrialist  would  be 
foolish  to  become  careless  about 
its  presentation  to  his  consumer 
audience.  However,  there  are  a 
number  of  these  Industrialists 
who  would  not  think  of  their 
sales  staff  as  expert  advertising 
men.  nor  would  they  put  these 
men  in  a  radio  program.  Yet  they 
will  gamble  with  a  fine  motion 
picture  production  by  putting  it 
in  the  hands  of  inexperienced 
personnel.  The  dire  consequenc- 
es and  sad  results  of  such  short 
sightcdness  has  been  brought  to 
the  forefront  with  a  vengeance 
here  at  the  World's  Fair. 

Never  before  has  such  an  op- 
portunity presented  itself  for  a 
complete  survey  of  ways,  means, 
and  methods,  for  the  presentation 
of  an  industrial  program, 

A  well  presented  picture  show- 
ing is  an  assurance  that  it  will 
bring  the  returns  contemplated 
by  its  sponsor. 

(To  be  continued 
in  the  next  number) 


128] 


TECHNICAL 

iiiiiiiiiiiiiiiiiniiiiiiiiiiiiiHiiniiiMiiiiiiiiiittimiiiiiiiiii iiiiiiiiii niHiiiUiiii!i«»iiiiiiiin»iiin»iiiniiiiii» 


NEUMADE  MODEL  ST  sectional  cabinels 
for  16mm  reels  are  obtainable  in  units  of 
5,  6,  8,  10  or  12  compartments  for  400, 
1200  or  1600  loot  reels. 


^*^. 


NEUMADE  MODEL  MF  FILMSTRIP  cab- 
■linels  hold  34—100  ft.  rolls  of  35mm.  width 
filmslrip  on  reels. 


A   SUPPLEMENT  TO   THE 
1939  EQUIPMENT  REVIEW 


NEUMADE  PRECISION  MEASURING  ma- 
chines. Model  DS-l-D  is  a  typical  Neu- 
made  item  for  film  production  depart- 
ments. Essential  for  accurate  sound 
matching. 


NEUMADE  MODEL  MF-6  FILMSTRIP  CAB- 
INET is  a  6-drawer  unit  which  will  hold 
over  300  of  the  1  Vz"  paper  labeled  cans. 


•  New  and  in  the  news  of  the 
technical  fihii  field  is  the  widening 
use  of  color  of  the  new  low-cost 
sound  slidefilm  units.  The  ten- 
dency towards  building  up  a  small 
library  of  film  subjects  has  also 
resulted  in  a  need  for  storage  fa- 
cilities. This  issue  of  Business 
.Screen  continues  to  supply  infor- 
mation on  items  of  this  kind. 

Neumade  items  shown  on  this 
page  will  be  fully  described  on 
your  written  request  to  the  man- 
ufacturer: Neumade  Products 
Corp..  4^27  West  «nd  Street,  New 
York  City.  L.  E.  Jones  is  man- 
ager of  the  16mm.  Equipment  Di- 
vision. Further  descriptions  fol- 
low: 

Film  Storage  Cabinets: 

♦  Attractive  individual  compart- 
ments for  one  or  two  reels  of  400, 
1-200  or  1600  ft.  length  with  or 
without  cans.  Built  of  steel, 
iloublc  wall  construction  through- 
out with  l/o"  air  space  between 
each  section.  Separate  doors, 
handles  and  index  card  holders. 
Doors  have  special  reel  carriage 
and  close  automatically. 

Slide  Film  Storage: 

♦  Protect,  preserve  and  file  your 
slide  films  properly  in  a  practical, 
efficient  all  steel  cabinet  specially 
designed  for  this  purpose. 

MF-G — All  steel  cabinet  with 
six  drawers  for  IV2"  film  strip 
cans  or  loose  rolls.  Films  may 
be  filed  by  subject  as  each  drawer 
contains  six  adjustable  dividers — 
also  used  to  provide  facilities  for 
larger  cans  or  rolls.  Concealed 
humidor  in  base  humidifies  en- 
tire cabinet.  Overall  size  15" 
wide,  12"  deep,  13"  high. 

MF-34— Holds  34—100  ft.  rolls 
of  35mm  width  filmstrip  on  reels. 
Index  card  holder  for  each  reel. 
Drop  door  has  snap  catch  and 
provides  convenient  shelf  when 
lowered.  Equipped  with  humidi- 
fying tray.  Cabinet  size  29"  long, 
14"  wide,  10"  deep. 

Note  of  Correction: 
Motion  Picture  Screen  &  Accesso- 
ries; Screens.  Page  XVII;  Issue  8. 
Under  the  headline  Bntelite  Tru- 
rision  Tripod,  the  copy  for  the 
Tripod  Screen  was  correct  but 
photograph  showed  Easel  Screen. 

DEVRY  35mm  (&  16)  SOUND  RECORDERS 

are  precision  built  under  full  laboratory 
lest  and  offer  sharp  recording  slit  per- 
mitting full  range  recording  from  30  to 
10,000  cycles. 


SPENCER   LENS   CO.  MODEL  D    lontei.T 

slide  projector  is  available  for  auditorium 
showinngs  of  glass  slides  only.  Spencer 
Lens  Company,  Buffalo,  N.Y. 

BAUSCH  &  LOMB  MODEL  LRM  proiector 
is  designed  for  both  slides  and  opaque 
projector  and  may  be  equipped  with  the 
35mm  film  projection  attachment  shown. 


KEYSTONE  SLIDE  PROJECTOR  is  an  eco- 
nomical model  for  the  projection  of  stan- 
dard slide  mounts  of  Kodachromes,  etc. 
Keystone  Projectcr  Co.,  Boston,  Mass. 

BAUSCH  S  LOMB  MODEL  BDT  balopiU- 
con  with  the  film  attachment  mounted  in 
position  which  slides  into  the  bellows 
support.    Inquiries  to  Rochester,  N.Y. 


SIIMLPY    TEAR   OUT   AND    IMAIL   TO    BUSINESS   SCREEN:    20    NO.    WACKER    DRIVE.    CHICAGO,    ILL. 


•     FREE   PUBLICATIONS      • 

For  your  copy  oj  any  of  the  booklets  or  reports  listed  below 
simply  drop  a  card  to  Bitsiriejj  Screen's  "Screen  Service  Bu- 
reau" at  20  North  Wacker  Drive  in  Chicago.  There  is  no  obli- 
gation whatsoever  except  where  a  price  is  ncted  after  the  item. 


AMPRO  CORPORATION  of 
2839  No.  Western  Avenue  of- 
fer a  series  of  interesting 
equipment  brochures  and 
technical  information  on  pro- 
jectors. 
I 
FILMO  TOPICS— the  finely  il- 
lustrated and  printed  house 
publication  of  Bell  &  Howell 
Sections  on  industrial  and  ed- 
ucational film  news. 

"FREE  FILMS",  the  64-pp. 
listing  book  issued  by  the  De- 
Vry  Corporation  and  priced  at 
50c. 

"REEL  NEWS",  published  by 
Wilding  Picture  Productions, 
Detroit,  is  a  news  tabloid  on 
new  Wilding  productions. 

NEUMADE  PRODUCTS 
CORP.  of  427  W.  42nd  Street, 
New  York,  publish  a  36-pp. 
catalog  of  their  complete 
16mm.  equipment  line. 


"WE  SECOND  THE  MOTION" 
is  the  helpful  publication  is- 
sued by  Burton  Holmes  Films. 
7509  N.  Ashland  Ave.,  Chicago, 
m.  (Tips  on  film  production, 
etc.) 


NORMAN-WILLETTS  COM- 
PANY issue  a  handsomely  il- 
lustrated catalog  of  general 
photographic  equipment  and 
supplies. 

"MOVIE  NEWS",  an  interest- 
ing news  tabloid  of  commer- 
cial and  educational  installa- 
tions, etc.,  issued  by  the  De- 
Vry  Corporation,  1111  Armi- 
tage  Ave..  Chicago.  Illinois, 
projector  manufacturers. 


NU-ART  NEWS,  the  library 
catalog  issued  by  Nu-Art 
Films  of  145  W.  45th  Street. 
New  York,  and  contains  full 
information  on  new  library 
releases  of  films. 


29 


HE  NEW  VICTOR  Series  40  Animatophone  is  so 
compact,  so  easily  portable,  and  so  brilliant  in  per- 
formance, that  it  is  destined  to  become  the  standard  \  I 
of  comparison.  Its  Add +  A  + Unit  Features  with  their  \| 
multiplicity  of  uses  make  it  adaptable  for  small  room 
or  large  auditorium,  public  address  service,  phono- 
record  reproduction,  radio  amplification,  and  sound 
recording.    Write   for   complete    catalog    information. 

V 


VICTOR 
ANIMATOGRAPH    CORPORATION 

DAVENPORT.    IOWA,    U.S.A. 
DISTRIBUTORS  THROUGHOUT  THE  WORLD 


Bto^uu^    QaJUti^  ^eAAXfHA. 

FEATURING  FLOOR  &  TABLE 
MODELS  ESPECIALLY  PLANNED 
TO    MEET    YOUR    FILM    NEEDS 

(Prices  and  Specifications  on   Request) 

ALL-METAL,  STURDY  BUT  LIGHT- 
IN-WEIGHT  SHIPPING  CONTAINERS 
IN  ALL  STANDARD  FILM   SIZES 

Ask  About  Our  Compco  Pic-ii-Reel  Film  Cases! 


Phone 
Armitage 


istoiilplBflii'l 


rWlif 


2251-2261 

W.  St.    Paul  Ave. 

Chicago 


COMMERCIAL  METAL  PRODUCTS  CO. 


Designers    and    Builders    of    Business    and    Educational    Department    Equipment    and 
Accessories    for    Editing,    Storage    and    Projection 


THE  MITCHELL  CAMERA 

♦  The  Mitchell  Standard  Model 
Camera  illustrated  has  been  in 
use  in  the  Hollywood  studios  for 
the  past  twenty  years.  This  cam- 
era has  become  a  leading  profes- 
sional motion  picture  unit  be- 
cause of  the  many  convenient 
special  features  incorporated.  The 
camera  is  constructed  in  two 
sections,  the  base  frame  and  the 
camera  box.  The  camera  box  is 
mounted  on  the  base  frame  by 
means  of  gibbs  and  provision  is 
incorporated  for  shifting  the  cam- 
era box  upon  the  base  frame  for 
focusing.  The  operation  of  shift- 
ing the  camera  for  focusing  is 
\ery  simple  involving  the  pres- 
sure of  the  finger  on  a  release 
pin  and  the  turning  of  the  shift 
handle.  This  moves  the  camera 
from  the  focusing  position  to 
jjhotographing  position  or  vice 
versa.  In  the  base  frame  itself 
are  incorporated  the  foin--way 
mattes,    filter  disc,    etc. 

'berndt-maurer  equipment 

♦  Recorder  for  direct  16  mm. 
double  system  sound-on-film 
work.  Produces  a  symmetrical 
variable  area  track.  No  varia- 
tions in  speed  of  film  flow  past 
recording  point.  Effective  width 
of  recording  light  beam  less  than 
two  ten-thousandths  of  an  inch, 
guaranteeing  the  recording  of 
high  frequencies  up  to  limits  of 
film  resolving  power.  Combined 
oscillograph  and  optical  system 
recording  clement  responds  faith- 
fully to  all  frequencies  from  0 
to  10,000  cycles  per  second,  and 
withstands  signal  overload  up  to 
1000%  without  damage  or 
change  in  response  characteristics. 

B-M  Recording  Ampliiier 

♦  A  compact,  portable  unit  com- 
prising three  built-in  items:  a 
preamplifier,  a  two-position  mix- 
er, and  a  main  amjilifier.  Two 
input  channels: — one  connected 
through  the  preamplifier  into  one 
of  the  two  mixer  positions,  the 
other  working  directl,y  into  the 
second  mixer  position  with  no 
preamplification.  This  latter  in- 
put is  designed  for  high-level 
pickup  such  as  that  of  a  disc 
turntable  or  B-M  Film  Phono- 
graph. Each  input  provides  prop- 
er level  to  assure  correct  balance 
of  sounds  from  microphone  and 
high-level  inputs  without  operat- 
ing either  mixer  control  in  its  ex- 
treme high  or  low  position. 

OTHER    riEMS    IN    THE    ABOVE    LINES 
PICTURED      HERE      NEXT      ISSUE. 


MITCHEll  CAMEBA  CORP.,  665  North 
Robertson  Boulevard,  West  HoHywood, 
Calilornia,  is  the  manuiacturer  of  tliis 
highly    proiessional    camera    equipment. 


THE  BEHNDT-MAURER  16MM  SOUND  RE. 
CORDER  has  iound  a  useful  place  in  cer- 
tain school  and  institutional  work.  Full 
information  from  B.  M.  offices  at  117  E. 
24th  Street,  New  York. 


> 

'1' 

si 

■l^^^-— — ^ 

"- — 

THE  BERNDT-MAURER  RECORDING  AM- 
PLIFIER (Model  120-B  is  pictured)  is  a 
compact  portable  unit  for  field  or  studio 
use.    Write  to:    117  E.   24th   Street,  New 

York. 


RCA    RECORDER    AND   PLAYBACK    for 

commercial  use  are  now  in  wide  use 
among  business  houses,  professional  men, 
etc.  The  console  model  is  priced  at  $475, 
F.  O.  B.  Camden,  N.J. 


[30] 


PROVED 
DEPENDABLE 

THE  proving  period  for  Eastinaii's  new 
negative  films  has  been  left  far  behind. 
\^  itli  their  speeial  emulsion  qualities  re- 
inforcetl  by  typieal  Kodak  dependability, 
PliiS'X,  Super-XX^  and  Backg  round- X  are 
firmly  established  as  suceessors  to  other 
notable  Eastman  films  for  the  motion  pic- 
ture industry.  Eastman  Kodak  Company, 
Rochester,  N.  Y.  (J.  E.  Brulatour,  Inc.,  Dis- 
tributors, Fort  Lee,  Chicago,  Hollywood.) 

EASTMAN 

PLUS-X  SUPER-XX 

for  general  studio  use  for  all  difficult  shots 

BACKGROIJND-X 

for  bachtfrounds  and  general  exterior  work 


[31] 


PRECISION 

does  make  a   difference 
in  Projection  Lamps 


BRILLIANT  PICTURES  — Filaments  are  lo- 
cated with  precision  equipment  to  align 
perfectly  between  reflector  and  lens. 

LONG  LIFE  — Each  lamp  is  accurately 
rated  and  stamped  with  correct  wattage. 
Cheap  inaccurately  rated  lamps,  not  so 
marked,  are  a   poor  buy  at  any  price. 

COMPLETE  SATISFACTION  —  Every 
Radiant  Lamp  must  be  good  because  we 
dare  not  prejudice  our  only  source  of  in- 
come by  any  compromise  with  absolute 
perfection. 

Ask  your  Pioducei  or  wiite  to: 


RADIANT 
LAMP 
CORP. 


260  SHERMAN  AVENUE    •    NEWARK,  N.  J. 


POPULAR 

Hotel  FORT 
WAY  N  E 

In  addition  to  the  superior 
accommodations  ai  the  Fort 
Wayne,  guests  enjoy  a  superb 
location  in  a  residential  com- 
munity, yet  convenient  to  the 
business  districts.  Hotel  Fort 
Wayne  provides  economy  with- 
out sacrifice  of  comfort  or 
location. 

300  ROOMS 

EACH  WITH    BATH 

^2. 


DETROIT 


[321 


♦  Moving  pictures  for  department  store  pro- 
motion are  part  of  the  Stone  Film  Library, 
Inc. — the  oldest  organization  of  its  kiml  in 
the  film  industry. 

The  business  was  foimdcd  by  Abram  Stone, 
who  was  a  collector  of  stamps,  of  autographs, 
and  of  antiques.  When  the  movies  began,  it 
was  inevitable  that  he  should  acquire  some 
of  those  which  he  considered  unique.  His 
first  purchase  consisted  of  a  group  of  original 
negatives  made  during  the  years  from  18!):3  to 
1898.  The  entire  footage  was  just  10,000  feet. 
In  terms  of  later  motion  picture  production 
this  footage  appears  pathetically  limited.  But 
when  we  realize  that,  at  the  time,  a  perform- 
ance of  even  half  a  minute  was  considered 
a  miracle,  we  realize  more  fully  their  value. 

Abram  Stone  bought  film  from  camera- 
men everywhere.  A  quarter  of  a  century 
later  his  material  totaled  4,000,000  feet. 

In  1922,  Abram  Stone  died.  His  wife, 
Marion  T.  Stone,  carried  on  the  business 
for  the  next  thirteen  years.  And,  in  March 
of  1935,  at  the  age  of  twenty-two,  Dorothy 
T.  Stone,  the  third  member  of  the  Stone 
Library  dynasty,  took  over  the  management 
of  the  business — the  only  girl  executive  in 
the  field. 

Today,  from  her  New  York  City  offices  at 
West  Street,  Miss  Stone  directs  promo- 
tional activities  which  bring  the  Library's 
"Flicker  Frolics"  subjects  into  the  depart- 
ment store  field.  Many  stores  in  the  New 
York  City  area  have  used  the  irresistible  lure 
of  these  programs  for  customer  promotion. 
The  "old-time  movies"  featuring  Mary  Pick- 
ford,  Charlie  Chaplin,  Bill  Hart  and  other 
notables  of  the  early  screen  get  especial  at- 
tention. Quite  a  few  outright  commercial 
subjects  such  as  those  of  Maillard's  Choco- 
late, and  Columbia  Bicycle  are  also  shown. 

Tru-Vue  In  Commercial  Use 

♦  Widely  popular  in  the  travel  field  where 
tourists  have  long  found  them  an  ideal  sou- 
venir, the  Tru-Vue  stercopticon  viewer  is  now 
achieving  a  place  in  the  commercial  film  field 
as  well. 

Manufactured  at  an  extremely  reasonable 
price  by  the  Tru-Vue  Company  of  Rock 
Island,  Illinois,  these  viewers  (as  pictured 
below)  are  used  with  a  strip  of  film  much 
as  a  silent  slidefilm.  The  pictures  are  viewed 
by  holding  the  glasses  against  a  fairly  strong 
light  and  a  three-dimensional  efi'ect  is  thereby 
achieved. 

Among  recent  commercial  sponsors  of  view- 
ers for  salesmen's  use  have  been  the  Republic 
(Below)  The  Tru-Vue     Heater     Company, 


Stercopticon  Viewer, 


Swift  and  Company, 
Jahn  &  Oilier  (photo- 
engravers)  and  others. 
Simple  titles  carry  ex- 
planatory text  and  the 
cost  of  the  entire  pro- 
duction is  negligible. 


[^  SCRATCHES- 

make   your    pictures  ugly  —   VapOrate 
toughens    your    iilm   to   resist    scratches 


AVOID 

EYE-STRAINING       PUNISHMENT      bom 
SCRATCHES,      SPOTS      and      STAINS 

Looking    at    your    pictures    should    be    a 
pleasure   for    yourself   and  your  customers. 

VAP.O.RATE 

FOR  better"  PROJECTION 
AND    LONGER    FILM   LIFE 


VAPORATE  CO.,    Inc. 
New  York,  N.  Y. 
130  W.  46111  SI. 


BELL   S   HOWELL  CO. 

Chicago,  III. 

1801   Lorchmonl  Ave. 

Hollywood,  California 

716  No.  LaBrea 


PROJECTION  SERVICE 


•A  COMPLETE- 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theotrical  pictures. 
The  non-theatrical  service  includes  supplying  prelec- 
tors, screens,  operotors,  etc.,  ond  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  Street,  N.  Y.  C.     Lexington  2-9850 

Local  Operating  points  tfi  upper  S     Y. — N.  /.  and  Conn. 


IGmm.  ACTION  35mm. 

Motion  Picture  Service 

358  West  44th  Street  New  York  City 

Completely  equipped  for  servicing  all  makes  of 
35mm.   or    16mm.   sound   or   silent   equipment. 


Equipment 


Operators 


FILM  LIBRARIES-NATIONAL 


16mm.  MOVIE  PROGRAMS  INDrVIDU- 

ALLY  PLANNED  AND  PREPARED  FOR 

YOUR  OWN  ORGANIZATION 

Injormation  upoti  request 

NATIONAL  FILM  PROGRAMS, 


INC. 


342  Madison  Arenue 


New  York  City 


/\n  uUra-modern 
hostelry  in  the 
heart  of  Chicago 


BiMTMDU^ck 

HOTEL 


Emil  Eitel  -  Karl  Eitel  -  Roy  SMfon 


I 


THE  VOICE  OF 
EXPERIENCE 

America's    most     amazing    Personality     —    Now 
brouqht   to  your  screen  in  vivid  Reality 
A  SERIES   OF  10  ONE  REELERS 

«     *     * 

M  ki:ex-travelek*» 

30   one   reel   shorts  —  Produced   by 

AndreiL'  De  La  Varre 

Leading    Educators    hove    praised    them 

and 

A  LARGE  VARIETY 

OF    16mm   SOUND    FILMS 

that  will  promote  a  greater 

attendance  and  effectively 

put     over     a     commercial 

program 

Write    Today     To 

Xu-Art  Films 

INC. 

145    W.    45th    St..    New    York. 

N.    Y. 


FILM  LABORATORIES— LocA'. 


KODACHROME  SLIDEFILMS 

35mm  -K  16mm 

Silent  or  Sound 

Geo.  W.  Colburn  Laboratory 

1197   Merchandise   Mart         •         Chicago 


POSITION  WANTED 

YOUNG  MAN:  Ten  years  Professional  Motion 
Picture  Experience.  Photography,  Laboratory. 
Projection,  Distribution.  Expert  on  Equipment  and 
Production.  Sales  Ability.  Can  handle  complete 
Motion  Picture  Department  Box  32,  Business 
Screen  Magazine,  20   N.   Wacker  Drive,  Chicago. 


EQUIPMENT  SALES  —  national 


WANTED 


SURPLUS  MOTION 
PICTURE  EQUIPMENT 
•  Turn  your  used  equipment  into  cash, 
highest  prices  paid  for  all  types  of 
silent  and  sound.  Projectors,  Cameras, 
Etc. 

Box   19.   c/o  BUSINESS  SCREEN   MAGAZINE 
20  North   Wacker   Drive.    Chicago 


SOUND     SLIDEFILM 
PROJECTION      EQUIPMENT 

.\ntioipating  change  in  design,  a 
reliable  manufacturer  offers  a 
limited  quantity  of  sound  slide 
film  reproducing  equipment 
with  200  watt  slide  film  Projec- 
tor, at  very  attractive  prices. 
Entire  equipment  housed  in 
single  compact  portable  case. 
\^  rite  for  further  particulars. 
Orders  will  be  filled  in  sequence 
and  offer  is  subject  to  prior 
sale.  Address  inquiries  to  Box 
11,  Business  Screen,  20  \o. 
^^  acker  Drive.  Chicago. 


New  Entertainment  Subjects 
for  the  Commercial  Program 

♦  The  ever-widening  use  of  short  entertain- 
ment subjects  on  the  commercial  and  educa- 
tional film  program  has  now  made  it  neces- 
sary that  Business  Screen  publish  a  conveni- 
ent directory  of  the  principal  sources  of  this 
material. 

In  general,  most  subjects  are  obtainable  on 
a  rental  basis  but  the  low  cost  of  excellent 
sound  reels  has  also  made  it  practical  to  build 
a  small  library  of  suitable  material.  In  open- 
ing a  sales  meeting,  in  starting  the  "get- 
acquainted"  ceremonies  of  your  dealer  meet- 
ing and  in  many  other  places,  a  hearty  laugh 
or  a  spine-tingling  "thrill"  are  good  medicine 
for  stimulating  interest.  Too.  a  good  many 
organizations  have  found  that  supplementary 
films  bring  out  larger  audiences  and  help 
round  out  an  otherwise  short  session. 

♦  The  latest  issue  of  the  widely-read  Xii-Art 
Xews  published  by  Xu-.\rt  Films  and  mailed 
to  clients  of  that  well-stocked  film  library, 
contains  hundreds  of  famous  titles  and  stellar 
names,  including  many  full-length  features. 

Harold  Lloyd's  feature.  The  Cat's  Paw  (an 
exclusive  release  of  Xu-Art),  is  typical  as  are 
the  Voice  of  Experience  shorts,  many  short 
cartoons,  travelogues  and  musical  reels.  Rent- 
al rates  on  request  direct  from  Xu-Art.  145 
West  45th  Street,  X'^ew  York. 

♦  The  Pictorial  Film  Library  catalog  issued 
by  Pictorial  Films  of  130  West  46th  Street. 
Xew  York  City  lists  several  thousand  short 
subjects  available  on  a  low-cost  purchase  or 
rental  basis.  Among  the  headliners  are  the 
"Sports"  series  of  one-reelers  (priced  at  ■?'2T.OO 
each)  which  include  top-notch  skiing,  moun- 
tain climbing  and  other  winter  sports  fea- 
turettes. 

New  Castle  Film  Releases 

♦  September  and  October  releases  from 
Castle  Films  are  loaded  with  thrills  and  ac- 
tion. This  famous  national  producer  of 
"Home  Movie"  classics  offers  a  dozen  or  more 
400-foot  sound  reels  especially  suited  to  the 
commercial  program. 

Among  the  headliners  are  Bali,  San  Fran- 
cisco {The  Golden  Gate  City),  Ride  'Em 
Cowboy.  Ski  Revels,  Fresh-Water  Fishing. 
and  Washington  with  the  new  American  Le- 
gion Chicago  and  Football  Thrills  of  19-39 
reels  soon  to  be  released.  All  of  the  subjects 
are  available  for  either  sound  or  silent  pro- 
jection. 

Of  a  group  of  these  reels  reviewed  in  Busi- 
ness Screen's  Chicago  theatre  recently,  the 
Ride  'Em  Cowboy  and  Fresh-Water  Fishing 
subjects  were  voted  best  for  all-around  pro- 
gram use  before  groups  of  men. 


Scene  in 
SKI  REV- 
ELS—A Re- 
cent Castle 
Films  Fall 
Release. 


^> 


WRITE  FOR 

FREE 
TRIAL  OFFER 


SALES  FILMS 
GET  SHABBY,  too- 

HOW    ABOUT   YOURS? 


You  wouldn't  stand  for  your 

salesmen     looking     like  this. 

But  how  about  your  sales 
films? 

SCRATCHES,  abrasions, 
"rain"  and  buckle  look  as 
bad  as  baggy  trousers  and  a 
3-day  beard.  Have  your 
films  acquired  these  shabby 
characteristics  of  normal  us- 
age? 

ONLY  RECONO  can  remove 
scratches,  abrasions,  "rain" 
and  buckle  from  16mm  and 
35mm   film. 

Don't  let  the  very  nominal 
cost  stand  between  shabby 
films  and  attractive,  prestige- 
building   pictures. 


AMERICAN  RECONO,  Inc. 

245  West  55th  Street  New  York,  N.  Y. 


IF  YOU  USE  .  .  . 

Educational  Films 

YOU  NEED  .  .  . 

The  Educational 
Film  Catalog 

It  offers  expert  guidance  in  the  selection  of 
films  to  purchase,  rent  or  borrow  for  all  non- 
theatrical  purposes. 

The  EDUCATIONAL  FILM  CATALOG  is  a 
classified  list  of  the  best  educational  films  avail- 
able. In  addition,  there  is  a  complete  subject  and 
title  index  which  simplifies  the  finding  of  films  or 
parts  of  films  upon  any  given  subject. 

The  Catalog  gives  a  factual  description  of  each 
film.  It  indicates  the  physical  make-up  of  the  film, 
tells  where  it  may  be  bought,  rented  or  borrowed 
and  the  cost  under  each  plan. 

Orders  are  now  being  booked  for  a  completely 
revised  edition  of  The  Educational  Film  Catalog 
to  be  published  October  1939. 

The  price  of  the  New  edition  plus  three  quarterly 
supplements  and  a  bound  annual  volume  for  1940 
is  ?4. 

THE  H.  W.  WILSON  COMPANY 

Since  1898  Compilers  and  Publishers  of  Bibliographief. 
Indexes      to      Periodicals      and      other     Reference      ff  or ks 


950  University  Avenue 


New  York  Clly 


[33] 


SOME  AHD  PLAY! 

HOT  SPRINGS 

NATIONAL    PARK.     ARKANSAS 

Rebuild  your  pep  and  reslore  health.  Outdoor  sports  ore 
bracing  and  invigorating,  and  the  heollng  wolers  of  47 
Government  owned  and  supervised  thermal  springs  give  new 
life  ond  hoppiness  in  Americo'j  favorite  vacation  land. 


f^^'^^^^^^^f^^t^Sl 


EASTMAN 


AMERICAN    PLAN  I 

>    YOUR  ROOMS    I  llfc 

AT  80IH  H0Uls\jyvoHEAlS/™''4"*'"''' 

ALSO   ^"—-^        -    ' 
EUROPEAN  PLAN     ?|S0 

Roomi  (without  meals)  frcmU  ADAV 

SELECT  EITHER  ONE  OF  THESE  FINE  HOTELS 

As  a  gueit  o(  ihe  Majestic  or  the  Eastman  your  visit  to  Hot 
Springs  is  sure  to  be  a  success.  Sel  in  private  parks,  famous 
for  quolity  service  ond  food,  both  hotels  operate 
Qovernment-supervised  bath  houses  in  connection. 


w^.,v»  ^<»t  Coaut 


OUTHWEST  HOTELS,  Inc       H  GRADY  MANNING.  Pi. 


Park  Films 


(Continued  from  page  20) 

lull  courts,  etc.  The  reel  also  de- 
scribes flying  model  airplanes, 
horseback  riding  and  bicycle 
races.  The  narrator  says,  "In 
Chicago's  parks  —  there's  some- 
thing for  everybody!  In  its  out- 
door program  Chicago  offers  that 
ideal  conibinaticm  of  .excellent 
recreational  facilities  plus  a  back- 
ground of  harmonious  landscap- 
ing. Health  waits  for  you  with- 
in a  setting  of  beauty." 

The  third  film  which  is  nar- 
rated by  Harlan  Wilcox  and  en- 
titled Fun  for  Everyone  is  con- 
fined to  activities  that  take  place 
in  park  fieldhouses.  In  rapid  or- 
der it  shows  vivid  scenes  of  the 
craft  shops,  showing  model  boat 
and  airplane  building,  with  the 
instructor  beside  the  young  work- 
er who  is  earnestly  turning  raw 
material  into  finished  i)roduct. 
An  artcraft  beehive  shows  young- 
sters of  both  sexes  busy  at  con- 
genial hobbies;  children  in  the  to.v 
lending  centers  with  intense  cu- 
riosity selecting  their  favorite 
playthings.  In  the  lapidary  shop 
carvers  and  polishers  are  trans- 
forming stones  they  have  picked 
up  on  the  lake  shore  into  silver- 
mounted  rings  and  bracelets;  in 
another  section  instrument  mak- 
ers are  taking  blocks  of  wood  and 
bunches  of  wire  and  changing 
them  into  good  looking  violins 
and  guitars  which  they  later  learn 
to  play  with  genuine  skill.  Dress- 
makers, milliners,  costumers  and 
rug  makers  follow,  one  after  an- 
other— the  groups  at  their  tasks. 

These  pictures  have  truly 
opened  up  the  eyes  of  Chicagoans 
as  to  the  work  and  advantages  of 
their  parks.  One  person  in  a 
theater,  after  seeing  one  of  them, 
was  heard  to  say,  "Well,  there 
is  apparently  nothing  you  can't 
do  in  the  parks." 

The  first  two  pictures,  after  an 
opening  at  the  Roosevelt  Thea- 
ter, were  booked  by  a  large  num- 
ber of  Chicago  theaters  and  the 
third  picture  will  be  shown  in 
these  theaters  in  the  fall.  The 
first  two  pictures  were  shown  in 
156  theaters.  It  is  estimated  that 
over  1.500,000  persons  have 
viewed  the  pictures. 

A  fourth  picture  is  now  under 
construction.  It  will  be  approxi- 
mately a  30-minute  film.  It  will 
embody  the  best  scenes  from  the 
first  three  pictures,  plus  a  num- 
ber of  new  scenes  and  will  be 
used  at  conventions  and  exhibits. 
These   films  have  all   received  a 


very  warm  reception  and  more 
will  undoubte<lly  be  made  in  the 
future. 

The  fourth  use  which  the  parks 
have  made  of  movies  is  of  16  mm. 
reduction  prints  of  the  previously 
described  films.  These  movies 
have  been  shown  in  the  park's 
own  fieldhouses  to  loyal  and  en- 
thusiastic gatherings.  They  were 
especially  well  received,  of  course. 
where  the  audiences  recognized 
various  individuals  in  the  film 
and  familiar  scenes  and  objects, 
with  a  resulting  increase  of  loy- 
alty and  acceptance.  A  large  per 
cent  of  the  parks  have  now  shown 
one  or  more  of  these  pictures. 
Over  50,000  park  patrons  saw  at 
least  one  of  these  pictures  during 
the  first  six  months  of  the  year. 
One  hundred  and  fifty  thousand 
more  will  doubtless  see  it  during 
the  last  six  months. 

The  pictures  have  also  been 
shown  with  considerable  success 
in  various  conferences  and  con- 
lentions.  For  example,  all  three 
films  were  shown  at  the  recent 
Industrial  Conference  at  the 
Sherman  Hotel,  and  10.000  per- 
sons saw  the  picture  at  the  out- 
door sports  .show  at  the  Inter- 
national Amphitheatre. 

The  40%  increase  in  the  use  of 
the  SOS  club  rooms  surely  re- 
flects the  growth  in  the  general 
social  acceptance  of  the  parks 
among  adults  as  places  in  which 
they  join  hands  with  friends  and 
acquaintances  to  accomplish  in 
their  leisure,  the  thing  which 
they  desire. 

V.  K.  Brown,  Director  of  Rec- 
reation, s  a  y  s,  "These  club 
room  statistics  are  significant 
also  in  the  greater  consistency  in 
the  curve  of  the  year's  attend- 
ance. There  is  no  longer  such  a 
variance  between  the  month  with 
the  highest  attendance  and  the 
month  with  the  lowest.  The 
curve  presents  a  picture  of  a 
growing  habit  in  the  life  of  the 
jjeople  of  the  community.  More 
consistently  they  are  meeting  in 
their  community  groups  through- 
out the  year.  Attendance  ap- 
jKars  to  lie  becoming  more  habit- 
ual; acting  together  with  neigh- 
bors in  congenial  grouping  seems 
in  the  way  of  becoming  more  of 
an  accepted  routine." 

The  movies,  of  course,  are  not 
entirely  responsible  for  this  re- 
markable increase  in  attendance, 
but  R.  J.  Dunham,  President  of 
the  Chicago  Park  District,  feels 
that  thfy  did  do  their  part  and 
that  the  making  of  these  movies 
was  money  well  spent;  and  this  is 
the  recommendation  of  a  hard- 
headed  business  executive. 


[34] 


>^.  '^\\    -  ^>  f '  "-*'(' 


■Jf-  Home  of  Chicago's  famed  Civic  Opera  House,  of  the  superb 
<;ivic  Theater  and  of  the  modern  exhibition  halls  of  the 
Lighting  Institute,  20  North  Waeker  Drive  offers  a  setting  of 
unlimited  possibilities  for  fall  sales  meetings,  conventions  and 
trade  exhibitions  of  all  sizes  and  character. 

For  example,  the  3800-8eat  auditorium  and  palatial  lounges 
and  lobbies  of  the  Civic  Opera  House  have  accommodated  many 
thousands  of  persons  attending  newspaper  cooking  schools,  trade 
gatherings,  public  broadcasts  and  many  other  kinds  of  public 
exhibitions.  National  business  organizations  have  staged  dealer 
meetings  and  other  types  of  company  gatherings  in  the  finely  ap- 
pointed 870-seat  Civic  Theatre.  In  both  theatres,  extensive  stage 
facilities  and  the  most  complete  equipment  of  any  auditorium 
in  the  country  have  served  to  enhance  dramatic  playlets,  product 
presentations,  and  other  types  of  modern  business  showmanship. 

On  other  floors  of  20  North  Wacker  Drive  permanent  exhibi- 
tion areas  have  been  reserved  together  with  the  most  mo<lern 
office  facilities.  Popular  priced  restaurants  are  available  for 
the  convenience  of  employees  and  visitors.  Transportation  to 
all  parts  of  the  city  is  available  by  elevated,  surface  and  motor 
coach  lines  and  two  of  Chicago's  largest  rail  terminals  are  within 
a  few  minutes  walk.  Within  the  walls  of  20  North  Wacker  Drive 
every  function  of  modern  business  can  be  accomplished. 

ORGANIZATIONS    MEETING    AT    20    NORTH    WACKER    DRIVE 


Stainiard  Oil  i'ornpany 
of  Intliana 

Chicago  Hera  hi - 
American 

The  Electric   issoriotitm 

Stetvart-Jf  arner 
Company 


Morris  B.  Sachs 
(Aimpany 

W  estin  ghoiise 
Electric  Company 

.-iflvertisinfi 
Typographers 

National  Broadcasting 
Co. 


Ihirt  Schajjner  &  Marx       Drama  League 


State  of  Illinois 
yietlical  Assn. 

All-State  Insurance  Co. 

L  niversity  of 
Pennsylvania 

Propeller  Club 
l.ihcrly  Mutual 
Insurance  Co. 
Lions  yiatl.  Convention 


YOUR  OFFICE  HEADQUARTERS 

MiMl<>rii  i>rri<-4-  rurililH--<  ol'  iill 
si/.t's  aii<l  t'o>ts  arc  u%uilul>li'  in 
llif  forty-l\*<t  stories  of  20  Norlli 
Vi  ;n-ker  Dri\<'.  The  iiiiiisiial  atl- 
vaiita^e  of  li^lit  and  air  from  all 
sides  because  of  (he  absence  of 
siirroiindiii-;  structures  is  an 
oiit^tan<Iin<:  feature  .  .  .  efficient 
scr\ice  b>  a  well  trained  service 
stairis  anollier.  X  tour  of  inspec- 
tion may  be  arran<:ed  without 
the  slifrhtest  oblitfatioii.  Address 
iinitiiries  to  the  ofTices  of  the 
lii-c--iilrnl.  Mr.  J.  i'..  Tliompson. 


A  PERFECT  SETTING 

FALL  SALES  CONVENTION 
OR  TRADE  EXHIBITION 


20  NORTH  WACKER  DRIVE 

THE   •   CIVIC   •   OPERA  •   BUILDING 

wa<;hingTON    BOULEVARD   &   WACKER   DRIVE    •    CHICAGC 


BUSJJlBiiSDWiJyjJ 


Ir 


1  jm  » 


ai 


-•:,,^-^-r:r 


:\ 


^V 


m 


? 


D^r* 


IN      THIS      ISSUE:      ANNUAL      SLIDEFILM      REVIE%V 
THE      AGENCY      &      FILMS     •     WHAT      PRICE      SUCCESS 


•  Two  of  the  three  biggest  automobile  companies 
.  .  .  one  of  the  largest  oil  concerns  ...  a  leading  pro- 
prietary . . .  and  other  pacemakers  in  fields  of  food, 
wearing  apparel  and  electrical  appliances,  have  found 
a  new  road  to  increased  profits.  Minute  Movies- 
consumer    motion    picture   advertising    in    theatres. 

Your  problems,  perhaps,  are  not  the  same  as  theirs 
—  their  appropriations  may  be  much  larger— but  their 
careful  testing  and  checking  has  uncovered  a  path  to 
your  objectives  at  a  cost  well   within   your  limits. 

Follow  the  leaders  — use  Minute  Movies  as  a 
counter  attack  against  competitive  moves  in  certain 
areas — or  use  it  to  blast  buying  inertia  in  heretofore 
unconquered  markets.  Here,  for  the  first  time,  you 


can  combine  Sight,  Movement  and  Sound  in  a  single 
advertisement  when  there  is  nothing  else  present  to 
compete  with  it  for  attention! 

You  can  select  as  many  or  few  as  desired  of  8  500 
theatres,  located  in  more  than  5  500  communities. 
Write  today  for  facts  and  figures  of  how  other  adver- 
tisers are  locating  increased  profits  through  Minute 
Movies. 

Hatio*tal  Sates  Jle'^\^,cseniatiucs: 

M/kCY  &  KLANER 
Wrigley  Building  Chicago,  Illinois 

JAM  HANDY  THEATER  SERVICE.  INC. 

19  West  44lh  Street  General  Motors  Bldg. 

New  York  City  Detroit,  Mich. 


GENERAL    SCREEN    ADVERTISING,    INC. 

WRIGLEY   BUILDING  Member  a.  fa.  CHICAGO,  ILLINOIS 


MINUTE 

NATION    A 


MOVIES 


MEET  COMPETITION  Whcrc  Coitipetitioii  Begins] 


DESIGNED   FOR   EFFICIENT  OPERATION 

Filmosounds  are  compact,  portable,  and  easily  op- 
erated—  no  fuss,  delay,  or  embarrassing  complexi- 
ties. Built  with  precision,  they  give  lastingly  de- 
pendable service  and  uninterrupted  showmanlike 
presentations.  Models  for  every  need. 


COMPETITION  doesn't  begin  in  the  showroom 
or  at  the  dealer's  counter.  //  ends  there! 

Competition  starts  at  the  bottom  — between  the 
other  fellow's  laboratory  and  yours,  between  his 
and  your  designers,  craftsmen,  and  merchandis- 
ing men. 

Only  with  motion  pictures  can  you  start  your 
sales  story  at  the  beginning,  giving  the  factory- 
confined  men  behind  your  product  a  chance  to 
shotf  prospects  why  you  use  certain  designs,  cer- 
tain processes,  and  certain  materials.  Equally 
well,  your  business  film  allows  you  to  complete 
your  sales  story  and  finally  to  demonstrate  to 
every  prospect  what  your  product  will  do  for  him. 

Perhaps  you  wonder  how  to  capitalize  on  this 
modern  selling  medium  .  .  .  how  to  start  making 
a  business  film?  ...  its  cost?  .  .  .  where  and 
to  whom  it  can  be  shown?  These  preliminary 
questions  are  answered  concisely  in  a  free,  36- 
page,  illustrated  booklet,  Shoumansbip.  Write 
for  your  copy. 


Then,  when  you  produce  a  film,  heed  the 
example  of  Chrysler,  Ford,  General  Motors, 
General  Electric,  Kenwood  Woolens,  and 
many  other  progressive  firms  who  show  their 
films  with  Filmosound  Projectors.  They 
know  that  no  sound  film  can  rise  above  the 
quality  of  the  projectors  which  reproduce 
it.  They  insure  theater-like  results  with  Filmo- 
sounds, made  by  the  makers  of  preferred 
Hollywood  movie  equipment— namely.  Bell 
&  Howell  Company,  Chicago;  New  York; 
Hollywood;  London.  Established  1907. 


Let  Your  Secretary 

Mail  This  Coupon 


PRECISION-MADE     BY 


BELL    &    HOWELL 


Bell  &  Howell  Company 

1808  Larchmooi  Ave. 

Chicago.  IJlinois 

Send  36-paee,  illustrated  bookJet: 

Sfjoufnanship,  Today's  Formula  /or 

Sellmg. 


Same 


Company 
Address . . 
City 


Stale BSNO.  10-J3 


AFTER  THE  PREVIEW 
...WHAT  THEN? 

After  the  pre\'iew  comes  the  real  test 
of  your  commercial  motion  picture.  The 
plot  may  be  clever  and  original,  the 
dialogue  crackling  and  cogent,  the  di- 
rection, acting  and  editing  brilliant; 
but  .  .  .  many  a  fine  picture  is  bom 
only  to  blush  unseen. 
If  people — enough  of  the  right  kind  of 
people — don't  see  your  picture,  then 
.  .  .  what  price  perfection?  That  is 
«hy  «e  consider  the  effective  distribu- 
tion of  your  picture  just  as  much  our 
responsibility  as  its  creation  and  pro- 
duction.* The  two  must  be  inseparably 
bound  together;  for,  without  both, 
neither  can  be  justified. 
Here  at  Industrial  Pictures,  from  the 
very  beginning  one  thought  dominates 
every  mind  .  .  .  that  pictures  are  made 
to  be  seen.  Hence,  while  creative  minds 
analyze  your  problem  to  devise  a  mo- 
tion picture  solution,  other  minds  are 
planning  a  program  of  efficient  and  ef- 
fective distribution. 

We  think  it  not  enough  to  maintain  a 
creative  staff  of  proved  competence  .  .  . 
nor  to  provide  studios  containing  the 
finest  and  most  advanced  equipment 
available,  specifically  designed  and  built 
from  the  ground  up  for  the  production 
of  commercial  motion  pictures.  For, 
TA'hile  these  factors  assure  our  clients 
substantial  economies  in  production,  our 
ability  to  devise  ways  of  reaching  the 
desired  audience  provides  the  greatest 
economy  of  all. 

Yes,  after  the  preview  another  real  job 
begins.  And  for  that,  as  for  all  else 
in  commercial  picture  production,  our 
broad  experience  and  specialized  knowl- 
edge are  yours  to  command. 

*'\'f  .ralnmg     P^'Y;,  J^ted   Motors 
I  5"'"*  ,    „?    Pictures    joi-   "t^noTtant  pi" 

yov  as  an 
'    _our  spccmlty 

INDUSKIflL  PICTURE  INC. 


4925    CADIEUX    ROAD    •     DETROIT 
MOTION    PICTURES 


'W.  ■ 


ItlUSTRATIVE 
PHOTOGRAPHY 


SlIDt     FILMS 
Facilities    In    New    York     •    Detroit     •    Hollywood 


The  FILM  FORUM 


COLUMN      OF      LETTERS      FROM      OUR 


READERS 

iiiiiiiiiiiiiiii 


Editor.  Business  Screen: 
•  Five  ye.\rs  .\go  the  Federal  Housing  Ad- 
ministration entered  into  the  production  of 
motion  picture  films  for  distribution  through- 
out the  commercial  theatres  of  the  country. 
These  films  were  designated  for  a  two-fold 
|jur|)ose,  first  to  encourage  an  interest  in 
housing  on  the  part  of  the  general  public, 
and  second  to  bring  to  the  public's  attention 
the  provisions  of  the  National  Housing  Act 
and  the  program  of  the  Federal  Housing  Ad- 
ministration. The  results  of  this  program 
ha\'e  been  singularly  gratifying  not  only  to 
the  FHA  but  to  the  many  and  varied  inter- 
ests who  have  a  vital  stake  in  the  promotion 
of  better  housing.  Play  dates  on  Federal 
Housing  Administration  films  to  date  have 
totaled  approximately  50,882  as  of  October 
of  this  year.  These  play  dates  indicate 
approximate  showings  of  371,141  which  have 
been  presented  before  estimated  box  oflfice 
totals  of  99,99.'.!,565. 

Pictures  Plav  13,000  Hoit.ses 

The  Federal  Housing  Administration  .serv- 
ices in  the  neighborhood  of  1. '3.000  motion 
picture  houses.  In  order  to  carry  on  this 
activity  it  has  had  to  develop  a  film  distri- 
bution system.  The  developiuent  of  this 
s,vstem  was  occasioned  not  by  any  desire  to 
enter  into  competition  with  existing  distri- 
bution organizations  but  was  born  of  the 
necessit.v  for  theatrical  distribution  on  a  scale 
heretofore  never  attempted.  This  distribu- 
tion   system   is  entirely     

in  the  nature  of  a  staff 
operation.  It  was  de- 
signed and  functions  as 
a  supplement  to.  and  a 
Ijarallel  of.  the  existing 
commercial  exchanges. 
The  Federal  Housing 
Administration  is  deep- 
ly grateful  for  t  h  e 
whole-hearted  coopera- 
tion w'hich  has  lieen  ex- 
tended its  efforts  in  the 
motion  picture  field  dur- 
ing the  past  five  years 
by  the  motion  picture 
exchanges  of  the  coun- 
try. 

With  the  foregoing  as 
a  background  the  FH.\ 
is  entering  its  fifth  year 
of  motion  picture  activ- 
ity with  a  fundamental 
change   in    policy.      Be- 


Business  Screen 

VOLUME  TWO  ■  NUMBER  TWO 

The    Camera   Eye   9 

100%   Readership  11 

Meat  Packing  Films  12 

Films  Via   Television  1.5 

Screen  Advertising  Markets  Hi 

Annual  Slidefilm   Review  17 

What  is  a  Slidefilm?  18 

//()(/•   Business   Uses  Sound 

Slidefilms 20 

Marginal  Notes  on  Script  Writing  2-i 
Technical    Section    29 


ginning  .January  1.  194(1.  emphasis  will  be 
taken  away  from  the  FIIA's  own  production 
activities  and  centered  upon  the  stimulation 
of  production  activities  on  the  part  of  private 
industry.  This  means  that  the  FHA  will  en- 
courage the  use  of  the  motion  picture  medium 
by  finance,  building  and  allied  industries. 
The  thought  behind  this  change  of  policy  is 
premised  upon  the  belief  that  after  five  years 
of  carefully  laying  the  groundwork  the  time 
has  arrived  when  the  FH.\  may  with  safety 
curtail  its  own  production  activity  in  the 
interest  of  encouraging  those  who  have  a 
primary  interest  in  the  FHA  program  to 
capitalize  on  the  foundation  already  laid. 
Now  Encour.\ge  Priv.\te  Industry 
This  change  in  motion  picture  policy  is  in 
keeping  with  the  current  general  overall  FHA 
point  of  view.  During  the  coming  year 
FHA's  promotional  emphasis  will  be  along 
the  lines  of  encouraging  private  business  to 
do  more  promotion  and  more  education  based 
on  the  FHA  plan.  Since  the  building  indus- 
try and  private  investors  are  the  first  to 
profit  from  the  National  Housing  Act,  these 
groups  should  shoulder  the  major  effort  of 
telling  the  public  of  its  terms  and  policy. 
Using  every  educational  means  possible  it  is 
FHA's  task  both  in  AVashingtou  and  in  the 
field  to  point  out  the  potential  market.  Pro- 
ducei-s  and  investors  will  quickly  see  the 
practical  benefits  of  such  a  program.  The 
objectives  of  this  policy  are:   (1.)  to  stimulate 

increased    interest     and 

activity  by  jirivate  busi- 
ness in  building,  financ- 
ing, and  .selling  attrac- 
tive homes — homes  that 
may  be  paid  for  at  the 
rate  of  $1.00  per  day. 
h  o  m  e  s  tiesigned  for 
American  families  of 
moderate  and  even 
modest  income.  (2.)  To 
correlate  the  general 
FH.\  program  with  the 
varied  programs  of  pri- 
vate endeavor  actively 
engaged  in  supplying 
the  demands  of  the 
housing  market  opened 
up  b,v  the  FHA  home 
ownership  plan.  (3.)  To 
encourage  those  who 
have  a  private  interest 
in  the  FH.\  plan  to  in- 
(Pleasc  turn  to  page  34) 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiw 

•  Business  Screen  Magazine,  issued  by  Business  Screen  Mapazines.  Inc..  Twenty  North  Wacker  Drive.  Chicago. 
Illinois  on  Nnvemher  18,  19,S9.  Editorial  Director,  0.  H.  Coclln,  Jr.;  Managing  Editor,  R.  C.  Danielson.  New  York 
Olfices:  122  East  42nd  Street.  Phone  Murray  Hill  4.1054.  Eastern  Advertising  Manager,  Jack  Bain;  Eastern  Editorial 
Representative,  Robert  Seymour.  Acceptance  under  the  Act  of  June  S.  1934,  authorized  February  20.  1939.  Issued  8 
times  annually — plus  4  Visual  Education  Numbers  (not  circulated  in  the  business  field).  Subscription  price:  Domestic 
S2.00  for  eight  numbers  (of  Business  Screen  I .  .50c  the  copy.  Foreign,  S3.00.  Publishers  are  not  responsible  for  the 
return  of  unsolicited  m.s.  unless  accompanied  by  stamped,  self-addressed  return  envelope.  Entire  contents  copy- 
right, 1939,  by  Business  Screen  Magazine^,  Inc.    Trademark  Reg.  U.  S.  Patent  Office. 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiuiiniiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiniiiinw 


[4] 


Does  your  Sales  Training 
bring  results  like  these? 


5P!!i®(c)!F 

If  you  wani  proof  thai  Caravel 
Plans  gel  results,  check  wilh 


American  Can  Company 

American  Machine  and  Metals,  Inc. 

The  Bales  Manufacturing  Company 

Wallace  Barnes  Company 

Bethlehem  Steel  Company 

Black  &  Decker  Manufacturing  Company 

Cadillac  Motor  Car  Division, 

General  Motors  Corporation 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluett,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Dictaphone  Corporation 

Godfrey  L.  Cabot,  Inc. 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Raybestos-Manhattan,  Inc. 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

The  Texas  Company 

U.  S.  Industrial  Alcohol  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


(DISTRICT  REPORTS  OF  A  CARAVEL  CLIENT) 

"Closed  eight  out  ol  ten  franchise  prospects. 

Every  man  in  ihe  dislricl  volunteered  lo  select  one  prospect 
and  to  go  after  him  along  the  lines  suggested  at  the  meet- 
ing. Of  these  'guinea-pig'  accounts,  eight  out  of  ten  were 
closed  in  thirty  days." 

"Struck  most  responsive  chord  of  anything  in 
years.  The  meetings  were  so  stimulating  that  many  of  the 
men  dug  up  previous  training  material  which  now  holds 
new  meaning  for  them." 

"Putting  up  prize  money  among  themselves. 

The  new  approach  to  these  old  problems  has  almost  made  a 
game  of  study.  Of  their  own  volition  the  men  are  putting 
up  a  dime  apiece  among  themselves  for  prize  money." 

"Meetings  have  to  be  shut  off.  The  men  would 
continue  on  indefinitely  if  permitted.  In  many  instances 
they  have  remained  after  meetings  and  asked  to  go  over 
the  same  material  a  second  time." 

To  vtrhat  can  these  results  be  attributed  ? 

To  the  medium  employed?  To  sight  and  sound?  In 
a  measure,  yes.  But  more  iniportant  is  Caravel's  new 
method  of  interpreting  basic  selling  principles  in 
terms  of  your  own  business  — your  own  products  — 
your  own  selling  problems. 


CARAVEL    FILMS 

INCORPORATED 
New  York  •  730  Fihh  Avenue  •  Tel.  Circle  7-6112 


[5] 


LEADING  FILM  PRODUCERS  RECOMMEND  DA-LITE  SCREENS 


"NO  OTHER  SCREEN 
MEETS  REQUIREMENTS 
SO  COMPLETELY" 


I    3  ILLINOIS 

"S  ■■■•■••      _, 

October  21, 

2725  Sor^.^J^inols 
Chicago,      '■'■'■ 

,c  nave   SOW  a  ^r-'  ,.t»ractor„ 

,aars  and  nr,d  tW.  anil  i,alj.  « 

past  r6«  3«"=  e  acrea"  »"" 

a»atta.o..act,.asoU^^^^^^^_^„„^,       . 

-- "-^  to  ::^^^— -'"'""" 

,0   coBplatelJ-  j^oTO  b3 

„^,elvas.  _^^  ,^.,  are  .a.ns 

^-'"        :a-UteS.eenaa.e.. 
.Since  .a.."   -  P— ^;;,    .  ,.cd.ced  .or^Xn^eator. 

..^^dlns  -="|-.rcr o^  """"^  ;;„  Scn,U»r- 

-Today's  oui        cuomlns  oi  ^        -j-oduced  for 

,o«  snares  t^e  Sne"^?  ^;nLha.  ^'1»- 
"Progress  Uow  ='j,popers,  In'^"   ° 


The  "eye  appeal"  of  the  new  slide  film  "Since  1894"  for  Calvin  Bullock. 
N,  Y.  is  further  enhanced  by  projection  on  Da-Lite  Screens.  Calvin  Bull- 
ock, upon  the  recommendation  of  Talking  Sales  Pictures,  chose  Da-Lite 
Model  D  (Box)  Screens  and    the  Da-Lite  Challenecr  Screen  illustraled  above. 


\  ou  Too  Will  Find 


jls-.rb 


SCREENS 


•  Makv  Pieturos  Brit/hter 

•  A^rt>  Etisior  to  l^sv 

•  Sifiinl  Up  Bottvr 

Da-Lite  screen§  are  the  result  of  30  years  of 
specialized  experience  in  screen  manufacture. 
They  are  available  with  White,  Silver  or  Glass- 
Beadejl  surface  and  in  many  styles  and  sizes  to 
meet  every  projection  requirement.  Mail  coupon 
for  48  page  book  giving  complete  details. 


FREE    BOOK 


3iail  Coupon  Xoiv! 


DA-LITE'-SCREENS 

-r^ur  Ckvtce  of^eaduef  -p/iatUtce^,  Viitt/intU^ 


DA-LITE  SCREEN  COMPANY,  INC. 

Dept.  IIB,  2723  North  Crawford  Avenue,  Chicago,  Illinois 

nt-u-.f  s.-ii(l  vour  rrre  tB  pa^-e  hook  on  l>a-Lilc 
Scrt-pns  uiid  llif  li^ht  rellet-tivv  quulltit-s  uf 
various  scrct-n  surfaces.  Also  b'*<*  »"*  l''^*  "ame 
anil  address  of  the  nearest    Da-Lite  distriliutor. 

Name         


I    ^m^mm^^^^m^^^mm^^mm^w^mmwmmmwm^mm^^^» 


[61 


Miy  This  Sound  Pro jectoi 
Is 


Check  these  AMPRO  features! 


NEW  sound  loop  synchronizer — Permits    perfect    ^ynclironizat 
picture   and    sound   by   the   exact   forming   of   sound    loop.   Guesswork   is 
eliminated.  Re-setting  of  sound  loop  accomplished  without  stopping  pro- 
jector when  loop  is  lost  through  faulty  film  and  without  damage  to  the  film. 

EXTREME  quietness  of  operation  ^Runs  so  silently  ihat  no  "blimp" 
or  co\eriTig  case  is  required. 

EASE  of  operation — All  operating  controls  centralized  on  one  illumi- 
nated  panel. 

•MAXIML -M^filni  protection— A  triple  claw  is  used  for  moving  hlni. 
engaging  three  sprocket  holes  simultaneously.  Film  with  two  adjacent  torn 
holes  can  be  successfully  used.  Ampro  patented  *"kick-hack"  movement 
lifts  the  claws  from  the  sprocket  holes  before  withdrawing,  eliminating 
tilm  wear.  Take-up  compensator  prevents  starling  strain. 

IMPKOVED'sound  optical  system— The  light  from  the  exciter  lamp 
is  projected  directly  and  optically  onto  the  photo  cell  without  the  losses 
or  distortions  normally  encountered  when  mirror,  prism,  or  mechanical 
^lit  i'^  used. 

IMPROVEDXli^ht  optical  system — In  perfect  alignment  at  all  times, 
pre-set  by  the  factory.  Projection  lamp  base  adjustable  so  that  filament 
can  be  moved  manually  into  perfect  alignment  with  optical  system.  The 
Reflector  and  Condenser  lenses  are  mounted  on  front  cover  for  quick 
cleaning  without  the  necessity  of  using  tools. 

1000  WA'IT  Ilhiminaiionpprovided —AMPROSOUND  Models 
"X"  and  "Y"  are  approved  by  the  Underwriter's  Laboratories  for 
1000  Watt  lamps.  A  750  Watt  Lamp  is  normally  furnished  as  standard 
equipment  but  can  he  interchanged  with  1000  Watt  lamps. 

PERMANENTLY  attached  reel  arms —for  Quick  Set  Up— Reel 
arms  are  permanently  attached;  merely  swivel  into  position  for 
instant  use.  Accompanying  belts,  always  attached,  swing  directly 
into  position. 

SMOOTH  sound — Entirely  free  from  waver  and  distortion  due  to 
its  finely  balanced  flyTvheel,  mounted  on  airplane  type  grease  sealed 
ball    bearings,    and    Ampro's    patented    film    guides.    Cur\'ed    film    guides 
placed   before  and   after  the  sound   drum    and   sound  sprocket  prevent 
the  film  from  flapping. 

IMPROVED 'sound  drum  and  filter— Mounted  on  precision  ball  bear- 
ings, the  rotating  type  of  sound  drum  avoids  sliding  action  between  the 
drum  and  film — prolongs  film  life  and  maintains  high  quality  sound. 
Curved  film  guides  before  and  after  sound  drum  eliminates  weaving  and 
'■"Belt  action." 

SIMPLIFIED  threading — Same  as  threading  silent  projector,  with 
exception  that  Him  also  loops  around  sound  drum,  eliminating  looking 
film  over  a  third  sprocket.  Film  g;uides  assure  correct,  easy  threading. 

FAST^Automatic  rewind— 400  ft.  reel  rewinds  in  35  seconds — 1600  ft. 
reel  in  75  seconds  without  damage  to  the  film.  No  transferring  of  reels 
or  belts. 

USES  Standard  lamps — Standard  prefocused  lamps,  up  to  1000  Watts. 
"Special"  high  priced  lamps  not  required. 


Leading  Industrial  firms  and  schools 
are  ordering  and  re-ordering  the  new 
AMPROSOUNDS  in  ever  increasing 
numbers.  Behind  this  amazing  success 
of  the  new  Ampro  Sound  Models  "X" 
and  "Y"  lies  a  story  of  numerous  superior 
features  that  have  set  new  standards  of 
performance  for  16  mm.  sound-on-film 
projection. 


A     NEW     AMPRO    ACHIEVEMENT 


A  powerful  Auxiliary  Amplifier  for  use 
«itli  any  A.MPKOSOUNI)  Projeetor. 

Provides  adequate  volume  for  audiences 
up  to  10,000  and  over.  Is  particularly  suit- 
able for  the  low-priced  Amprosound  class- 
room and  industrial  models  "X"  and  "Y." 
No  alterations  are  required  to  attach  one 
or  two  standard  Ampro  projectors  to  this 
remarkable  new  auxiliary  amplifier  which 
will  boost  the  volume  output  to  55  watts 
with  less  than  5%  total  harmonic  dis- 
tortion and  a  maximum  usable  output  of 
85  watts.  An  additional  change-over  relay 
is  available  for  automatic  fading  from  one 
projector  to  the  other. 
Twin  Pilot  Lights  illuminate  control  panel 


facilitating  operation  in  darkened  rooms. 
A  monitor  outlet  enables  operator  to 
*iisten  in"  and  belter  control  operation. 
Dual  Microphones.  Dual  Projectors  and 
Dual  Phonographs  can  he  used  in  various 
combinations.  Individual  Bass  and  Treble 
Tone  Compensators  are  provided. 


A  M  P  R  0 


PRECISION    CINE    EQUIPMENT 

2839    N.  WESTERN    AVENUE 
CHICAGO,       ILLINOIS 


riease  send   me  the  new   1910   Ampro  Catalog;.     I  am 
particularly  interested  in: 

C  New  Amprosound  Models  "X"  and  "Y." 
G  New  Ampro  Public  Address  System 

D  Ampro  16min.  Silent  andlConvertible  to  Sound  Pro- 
jectors 
D  Ampro  Iftmm.  Continuous  Projectors  (for  Displays^ 
World's  Fair  and  Convention  Exhibits). 

!Vame 

Address 

City State BS-140 


■  1  . 


HISTORY 
REPEATED 

PLUS-X,  Super-XX,  and  Backgrouiid-X 
have  established  themselves  firmly  as  the 
favorite  raw  films  of  the  industry.  In  do- 
ing so  they  have  repeated  the  history  of 
Eastman  films  of  other  days.  And  they 
have  done  it  through  the  same  means: 
unmatched  photographic  quality,  com- 
pletely trustworthy  uniformity.  Eastman 
Kodak  Company,  Rochester,  N.  Y.  (J.  E. 
Brulatour,  Inc.,  Distributors,  Fort  Lee, 
Chicago,   Hollywood.) 


EASTMAN 

PLUS-X  SUPER-XX 

for  general  studio  use  for  nil  diffivult  shots 

BACKGROUXD-X 

for  bnekgronnds  and  genernl  exterior  irork 


[81 


The  Wilding  camera  crew  goes  up  in 
the  air  for  American  Airlines  The 
American  Way. 

•  The  exaggeration  of  ntws 
and  gossip  emanating  from 
Hollywood  producers  of  the  so- 
called  entertainment  films  has 
undoubtedly  influenced  the  pur- 
veyors of  information  regarding 
commercial  production.  Other- 
wise how  can  you  account  for 
these  two  leads  from  rival  movie 
trade  papers?  From  Variety  of 
September  20,  last: 

"Production  of  commercial 
shorts  in  the  United  States  has 
suffered  a  serious  decline  during 
the  past  six  months." 

From  Fili?i  Daily  of  September 
21:  "Upswing  of  commercial 
screen  advertising  starting  this 
fall  was  predicted  yesterday  by 
ad.  firms  which  have  interested 
their  clients  in  this  medium  of 
reaching  the  public." 

The  truth  is,  of  course,  that 
]'ariety's  statement  is  unauthori- 
tative, misleading  and  baseless. 
.\s  a  matter  of  cold  fact  the  dis- 
tribution of  one-reel  subjects  and 
of  longer  films  such  as  that  typi- 
fied by  Westinghouse's  Middleton 
Family  is  now  greater  than  at 
any  other  period  in  the  hi.story 
of  the  .screen.  Pictures  like  Men 
Make  Steel,  the  Chevrolet  .shorts. 
Trees  and  Men,  and  Air  Wares 
( RCA)  have  been  immcnselx- 
popular  with  audiences.  Variety's 
rumor-mongering  is  not  based  on 
the  figures.  These  show  that 
more  money  was  invested  in  film 
production  during  the  last  six 
month  period  than  the  one  pre- 
vious with  a  large  percentage  of 


the  increase  going  toward  World 
Fair  production  and  distribution. 
The  added  fact  that  pictures  pre- 
pared liefore  this  period  were  just 
then  achieving  their  widest  cir- 
culation  (as  in  Men  Make  Steel) 
would  finall,v  show  the  error  of 
I'uilding  facts  out  of  what  was 
ijudoubtedl.v  the  usual  Broadway 
gossip. 

Group  vs.  thenlriciil  shoicings 

♦  SrcH  misiuformation  is  more 
far-reaching  when  it  ignores  the 
fact  that  the  biggest  percentage 
of  commercial  film  production 
isn"t  intended  for  theatrical  dis- 
tribution anyway. 

Most  industrial  spon.sors  want 
to  reach  special  audiences  with 
information  of  particular  interest 


capable  of  pleasing  theatre 
audiences  or  that  such  produc- 
tions are  more  economical  just 
because  of  the  lower  cost  of  raw 
stock.  When  the  numerous 
unions  affecting  cameramen, 
electricians.  stage  carpenters, 
actors  and  the  man.v  other  occu- 
pations employed  in  the  produc- 
tion of  the  simplest  dramatic  or 
industrial  subjects  have  begun 
making  exceptions  on  sixteen- 
millimeter  commercial  produc- 
tion, Mr.  Churchill  will  be  among 
the  first  to  hear  about  it,  for 
studios  in  Holl.vwood  will  be  so 
equipped  without  delay. 

Didn't  he  just  say  that  this 
sixteen-millimeter  stuff  was  tech- 
nically as  good  as  thirty-five? 

We  always  advise  unwarv  col- 


CAMERA 


NEWS     &     REVIEWS     OF     THE      NEW     FILMS 


to  these  groups  alone.  In  this 
field  the  increase  in  the  number 
of  sponsors  and  in  the  amount 
annually  invested  has  doubled 
and  trebled.  But  here  the  greatest 
difficulty  lies  with  a  similar 
quality  of  misunderstanding  typi- 
fied in  Douglas  Churchill's  Holly- 
wood column  in  the  Sunda.v  Xeie 
York  Times  of  Octolier  -2-2  in 
which  he  quotes  one  John  Went- 
worth  thus: 

"The  sixteen-millimeter  prod- 
uct is  technically  as  good  as 
studio-made  features  .  .  .  unions 
have  not  yet  established  any 
rules  which  has  kept  labor  cost 
low.  The  raw  stock  costs  but 
two-fifths  of  the  thirty-five  milli- 
meter film,  and  all  equipment  is 
at  a  nominal  price.  It  is  not 
necessary  to  pay  royalties  to 
either  of  the  major  sound  com- 
panies .  .  .  Alert  commercial  film 
producers  strive  for  subtlety  in 
their  messages  and  conceal  the 
theme  with  bathing  beauties  or 
with  interesting  educational  ma- 
terial." 

For  Mr.  Churchill's  informa- 
tion, motion  picture  production 
by  direct  sixteen-millimeter  pho- 
tographic and  sound  recording 
methods  is  about  as  comparable 
to  the  standard  theatrical  thirt.v- 
five  millimeter  systems  as  a 
trolley  car  is  to  a  transcontinental 
express.  Each  serves  a  purpose 
but  no  honest  producer  would 
attempt  to  further  the  impression 
that  this  equipment  is  satisfac- 
tor.v    enough    to    produce    films 


umnists  to  remember  that  it's 
what  you  put  before  the  camera 
that  makes  good  pictures — not 
so  much  what  you  put  in  it. 

4,300  color  slidefilm  prints 

*  Cinecolor  is  just  finishing  an 
order  for  4300  prints  of  the  new 
Chevrolet  color  slide  film  pro- 
duced by  Jam  Handy.  Film  will 
be  delivered  to  dealers  through- 
out the  world.  .'3100  prints  are 
for  use  in  conjunction  with  re- 
corded narration.  Order  is  be- 
lieved to  call  for  largest  number 
of  color  slidefilm  prints  placed 
by  any  commercial   producer. 

Bethlehem  films  in  production 

♦  Bethlehem  Steel  Company  has 
started  production  of  two  new 
commercial  films,  according  to 
Frank  K.  Speidell,  President  of 
Audio  Productions,  Inc.,  who  now 
have  their  camera-crews  on  loca- 
tion in  Bethlehem  plants  at  Lack- 
awanna, N,Y.,  Williamsport  and 
Johnstown.  Pa.,  and  Sparrows 
Point.  Maryland.  A  six-reel  film 
showing    the     manufacture     and 

(Please  turn  to  page  id) 

AMONG   THE   NEW  RELEASES 

(Top  to  bottom,  right) — Eveready 
Prestone's  Anti-Freeze  short,  lensed 
by  March  of  Time,  is  now  being  na- 
tionally distributed  via  the  Motion 
Picture  Bureau  of  the  YMCA:  Castle 
Films  present  (second  and  third  from 
top)  a  new  sound  movie  for  Lily  Mills 
thread.  Three  scenes  below:  Ameri- 
can League  stars  and  Chicago  Film 
Lab  technicians  finish  up  Touching 
AM  Bises.  the  League's  1940  four-reel 
cound  movie. 


#T^ 


WHAT     YOU     WANT    TO     KNOW     ABOUT 
MODERN      TALKING      PICTURE      SERVICE 

1.  We  will  offer  expert  a(iviee  ami  experieuee  foryourennsideralidii  oCiiHini;  iinluslrial  talking  pielures. 

2.  We  will  liand-pick  your  aiidieiiee  —  ftickinfi  prospects  tnily. 

3.  We  have  esiablislietl  operations  in  8(1  markets  throughout  the  U.  S. 

■4-.  Our  eurrent  elienls  are  eiilhusiastie,  anil  include  the  best  in  U.  S.  business. 


Talking  pictures  lend  lasting  stimulus  to  sales.  But  first  your  prospects  must  see  the  picture.  Or  your  money 
is  clown  the  drain.   A  film  is  as  valuable  as  the  distribution  it  gets. 

Yet  you  ilun't  want  In  pay  for  waste  circulation. 

Therefore  Modern  Talking  Picture  Service  was  established.  We  can  l)uil(i  an  audience  oi  your  jirospccts  only — 
in  spots  or  nationally.  And  report  to  you  how  well  your  program  is  received. 

Name  your  market.  Women?  Grocers?  Truck  buyers?  Children? 

Name  your  cities.  North?  South?  East?  West? 

The  facts  we  will  show  you  prove  that  such  prospect-markets  will  sit  to  pay  interested  attention  to  your  talking 
picture  as  distributed  by  Modern  Talking  Picture  Service.  Because  it  is  our  lousiness  to  segregate  your  market 
from  the  expensive  mass. 

Write  to  Modern  Talking  Picture  Service  today.  An  organization  willi  the  distributive  set-up  to  hand-pick 
your  audience.  Any  cities.  Any  sex.  Any  class,  age  or  job. 

MODEIir^   TALKI1\G   PICTURE   SEUVICE,  I^C. 

9  Rockefeller  Plaza,  New  York  City 

[10] 


Clik-at;.'    Film    l.;ilM,i.ii 


Scenes   from    the    Roquefort    Association's 
sound  motion  picture  feature  Magic  Caves. 


B1      GEORGE     ENZINGER 
Vice-President.    Buchanan    &    Co. 


READERSHIP 


SPONSOHEO      FMI.3iS      ACHMEVE      A  MP  I  E  it  T  M  S  M  i\  G 'S      U  Hi  il  E  S  T      GOAE 


Jt  Astonishment  is  a  mild  word  for  the  shock  that  would  have 
strurk  the  advertising  space  buyer  of  25  years  ago,  had  he 
been  asked  by  a  pul>lication  representative  to  consi<ler  some 
"factual   evidence   regarding  his  magazine's  readership." 

Space  buyers  were  just  getting  used  to  reliable  and  authentic 
circulation  reports,  and  were  all  pretty  well  convinced  that  the 
Audit  Bureau  of  Circulations  had  solved  for  all  time  the  problems 
of  scientific  selection  of  advertising  media. 

Today  scarcely  an  hour  of  the  space  buyer's  day  passes  with- 
out a  new  "readership"  or  "listening  audience"  report!  Gallup 
Surveys,  Crossley  Ratings,  and  many  other  attempts  to  prove,  by 
fact-finding  investigations,  what  part  of  the  total  readers  actually 
sees  or  hears  your  advertising  message,  are  the  order  of  the  day. 
Advertisers  ha^e  ceased  being  shocked  at  the  small  per- 
centage of  guaranteed  circulation  that  sees  and  reads  any  gi^en 
advertisement.  Even  full  page  advertisements  rarely  get  over  50 
to  75  per  cent  rea<ling — and  smaller  ads  much  less.  The  top- 
ranking  all  star  radio  programs  rarely  rate  more  than  35  per 
cent  of  the  listening  au<Iience  at  any  particular  time. 

What  then  should  be  the  reception  of  a  new  major  advertis- 
ing medium  that  can  guarantee  not  only  a  100  per  cent  reader- 
ship, but  a  concentration  on  your  message  that  may  last  any- 
where from  one  minute  to  half  an  hour  or  more? 

It  seems  high  time  that  space  buyers  begin  to  realize  and  take 
seriously  the  fact  that  an  advertising  medium  with  this  coveted 
and  Utopian  advantage  can  now  be  bought — that  its  circulation 
can  be  assured  in  figures  running  well  into  the  millions,  greater 


in  fact  than  any  other  known  medium  except  radio  broadcasting. 

That  medium,  the  motion  picture,  bids  fair  to  become  the 
most  effective  advertising  method  yet  known,  for  its  practic- 
ability is  now  assured  by  a  number  of  soundly  organized,  eco- 
nomical <listribulion  plans. 

This  may  all  sound  like  unproved  theory  to  the  backward 
advertising  man  who  has  not  yet  tried  the  motion  picture  as  an 
advertising  medium. 

I,  myself,  have  always  believed  that  buying  and  trying  is  a 
more  satisfactory  and  more  economical  method  of  finding  out 
than  theorizing  and  surveying.  So  I  much  prefer  to  provide 
an  answer  to  the  doubters  with  an  actual  experience. 

A  little  more  than  two  years  ago  we  released  a  motion  picture 
entitled,  '"Magic  Caves,"  for  our  client.  The  Roquefort  Cheese 
Association  of  France,  which  presents  an  interesting  picturiza- 
tion  of  the  making,  packaging  an<l  distribution  of  Roquefort 
Cheese.  The  legendary  history  of  this  famous  epicurean  delicacy 
(it  dates  back  more  than  2,000  years)  and  the  picturesque  sur- 
roundings in  which  it  is  made,  help  make  this  picture  an  enter- 
taining 14  minute  short,  although  no  attempt  is  made  to  lean 
on  extraneous  entertainment  material  or  "big  name"  talent. 

The  nature  of  this  picture  calls  for  distribution  as  an  edu- 
cational feature,  and  to  that  end  the  services  and  facilities  of 
the  YMCA  Motion  Picture  Bureau  have  been  utilized.  It  is  exhibit- 
ed largely  in  schools,  colleges,  women's  clubs,  Parent-Teacher 
Associations,  church  societies,  camps,  and  some  theatres.  Since 
its  release  several  million  people  have — (Please  turn  to  page  28) 


[11] 


Number  One  of  a  New  Business  Screen  Series  on  Films  in  Industry: 

I.  MEAT  PACKING 

MORE     PIGS     TO     MARKET      FOR     ARMOUR,    SWIFT     AND 
OTHERS      WHO      USE     MOTION      PICTURES     &     SLIDEFILMS 


•  Xo  Industry  has  a  stronger 
hold  on  the  interest  of  the  con- 
sumer public  than  meat  packing. 
Perhaps  for  this  very  reason  too 
little  educational  effort  is  expend- 
ed by  this  industry.  Educational 
exhibits  for  the  schools,  cross- 
section  charts  for  dealer  and  class- 
room walls  and  consideral:ile  re- 
search activities  form  the  greater 
part  of  the  packers"  public  rela- 
tions program. 

For  two  of  the  nation's  largest 
concerns  in  this  field,  both  motion 
pictures  and  sound  slidefilms  have 
worked  wonders  in  this  education- 
al program  and  in  the  improve- 
ment of  retailer  relations  and  the 
training  of  salesmen  and  other 
employees.  Swift  and  Company 
has  been  one  of  the  foremost  u.sers 
and  Armour  the  other.  Of  the 
two.  Swift's  use  of  the  medium 
has  been  more  general  with 
dramatic  nu)tii)n  pictures  and 
Technicolor  slidefilms  the  latest 
order  of  things.  Armour  con- 
sistently    uses     sound     slidefilms 


w!tli  only  one  recent  venture  into 
motion  pictures,  a  film  produced 
a  few  years  ago  and  exhibited 
again  recently  in  the  Compan.v's 
"Star  Theatre"  at  the  San 
Francisco  World's  Fair.  This 
film,  The  Romance  of  Foods,  has 
also  enjo.ved  wide  popularity  in 
the  school  field. 

A  third  and  noteworthy  arrival 
in  the  field  of  packing  industry 
sponsors  is  Visking,  maker  of 
synthetic  frankfurter  casing  ma- 
terial. Visking's  sound  slidefilni, 
Stripjied  for  Action,  is  being 
widely  shown  by  the  Corpora- 
tion's salesmen  to  packers  and 
sausage  makers  in  .Vmerica  and 
Canada,  with  consideralile  success 
reported  in  recent  mouths.  Few 
other  firms  reported  use  of  films. 

SWIFT  &    COMPANY   FILMS 

♦  Swift  &  Comp.^xy's  experience 
with  motion  pictures  and  slide 
films  dates  back  to  1019.  At  that 
time,  a  public  relations  film.  The 
Texas  Trail  to  Your  Table,  silent. 


.So  mm.,  three  reels  (later  cut  to 
two  and  then  to  one  reel)  was 
produced.  This  was  revised  in 
1029  to  a  16  and  35  mm.  silent, 
one-reeler.  Feeding  the  Xation. 

In  1929.  also,  a  two-reel,  silent, 
l(i  and  35  mm.  film.  Along  the 
Road  to  Market,  telling  of  the 
proper  way  to  raise  profitable 
poultry,  was  produced.  This  was 
later  revised  to  a  one  reeler. 
Chickie. 

In  1928,  a  film  for  plant  sales- 
men. The  All-Seei7ig  Eye,  was 
produced.  This  was  four  reels, 
and  silent,  although  sound  was 
addeil  later.  A  version  for  the 
Uraneh  House  Sales  Division  was 
also  made,  called.  Logging  the 
Salesman.  Sound  was  never  adde<l 
to  this  edition.  Another  film, 
educational  rather  than  ad\ertis- 
ing  in  theme,  and  showing  dairy 
and  poultry  operations,  was  made 
about  the  same  time.  This  con- 
sisted of  nine  reels  of  10  mm. 
motion  picture  film. 

More     recent     and     ambitious 


Huilnii   Hctlnies  Films 


films  were  White  Magic,  (talking, 
five  reels  of  35  mm.,  and  one 
1800-ft.  reel  of  16  mm.)  made  in 
1936.  This  was  for  showing  to 
the  baking  industry  to  interest 
bakers  in  showing  the  picture  to 
housewife  groups,  P.T.A.,  wo- 
men's clubs,  etc.  There  were  also 
a  few  showings  in  regular  theaters 
in  smaller  towns.  The  picture 
told  the  story  of  the  superiorit.v 
of  baker's  cakes  over  home-baked 
cakes  as  to  variety,  convenience, 
and  nutrition  value. 

So  successful  was  this  film  that 
Tlie  Doctor's  Daughter  was  the 
result.  ]Made  in  1939.  this  film 
is  a  talkie,  starring  F^rank  Con- 
roy  (currently  featured  in  Tallu- 
lah  Bankhead's  The  Little  Fo.re.'<) . 
and  other  well-known  Broadwa.v 
and  Iliillywood  stars.  The  in- 
tendeil  audience  for  this  picture 
is  the  same  as  that  for  H'/ofe 
Magic,  with  an  important  addi- 
tion. The  Doctor's  Daughter  is 
XI  designed  that  the  center  sec- 
tion, an  animated  sequence  show- 


[12] 


iiig  the  processes  of  digestion,  can 
lie  lifted  out  and  shown  separate- 
ly to  student  groups,  classes,  etc. 
The  picture  tells  the  story  of  the 
place  in  the  diet  of  the  carbo- 
hydrates offered  by  baked  foods, 
and  combats  foolish  and  extreme 
food  faddishness  of  all  kinds. 

Other  moving  pictures  used  In- 
Swift  &  Company  are  the  Easter 
Premium  Ham  films,  in  use  each 
year  since  1!)'20.  new  films  being 
produced  each  year  for  distribu- 
tion at  Easter.  These  films,  first 
silent,  now  sound,  are  100  feet 
trailers  and  each  reel  carries  the 
name  and  address  of  the  dealer 
who  has  arranged  for  the  show- 
ing. Other  trailer-type  films  that 
have  been  used  from  time  to  time 
for  special  advertising  promotions 
have  proved  successful  on  Quick 
Arrow  Soap  Flakes  and  Allsweet 
Margarine. 

Starting  in  19;5'2.  Swift  &  Com- 
pany began  to  use  the  slidefilm 
type  of  presentation  for  its  own 
organization  and  for  dealer  meet- 
ings. Three  films  of  this  t.vpe. 
Purelij  Pergonal.  The  Big  Attrac- 
tion, and  Tlie  Mark  oj  Champ- 
ions, were  produced,  designed  for 
showing  to  dealer  organizations, 
and  suggesting  methods  of  better- 
ing   their   business. 

Similar  films  have  been  used 
continually  from  that  time  to  the 
present,  the  latest  being  the  19.S0 
Advertising  Presentation  and  a 
merchandising  film,  ^u-ijt.  a  Serv- 
ice In.':fitutio7i.  Both  of  these 
are  intended  for  showing  to  the 
Swift  organization.  Other  films, 
both  motion  and  slide,  are  used 
in  the  Swift  training  school  for 
sales  and  operation  men. 

ARMOUR  &  COMPANY 
USE  SOUND  SLIDEFILMS 

♦  The  story  of  Armour's  use  of 
slideftlms  begins  in  19.'35  when  F. 
Vi.  Specht.  Vice-President  in 
charge  of  sales,  originated  the 
plan  to  provide  sales  training  for 
.\rmour  field  men  by  the  use  of 
sound  slidefilms. 

The  first  series  of  films  were 
produced  by  the  Jam  Handy 
Organization  for  release  in  1!).'!5. 
These  subjects  were  designed  to 
introduce  more  effective  sales 
presentations  to  .\rmour  sales- 
men and  jobbers  through  meet- 
ings in  the  Company's  1-tO  branch 
houses.  The  first  difficulty  en- 
countered was  the  reluctance  of 
the  branch  managers  to  arrange 
for  immediate  showings  of  the 
films  and  it  was  often  four  months 
after  release  before  the  films  had 
been  seen  by  all  employees  of 
the  various  Armour  branches. 
Contrast    this    with     the    thirty 


(lays  period  which  is  now  tlie 
average  maximum  time  required 
for  films  to  be  shown. 

.\  second  difficulty  was  in  the 
picture  itself,  many  times,  for  in 
attempting  to  show  a  "typical" 
sales  presentation  the  film  en- 
countered sectional  differences 
that  nullified  the  effectiveness  of 
its  message.  For  instance,  the 
California  salesman  could  not  find 
anything  "typical"  about  the 
difficulties  encountered  by  a  New 
Englander  and  would  scoff  at  any 
heavily  dramatized  sales  training 
tliat  was  not  exactly  applicable 
to  him.  For  this  reason  .\rmour 
has  discarded  dramatized  sales 
training  and  in  its  current  series 
relies  entirely  on  telling  about 
the  product  and  its  good  selling 
I  oints. 

In  the  past  four  years  Armour 
has  sponsored  eighteen  sound 
slidefilms.  These  have  all  been 
thirty  minute,  black  and  white 
>trips.  I-IO  prints  of  each  film 
are  made  and  sent  to  the  Armour 
liranch  houses  where  they  are 
>howu  to  .\rmour  salesmen  on 
Illustravox   "Junior"  machines. 

Some  of  the  most  effective  re- 
cent subjects  have  been  entitled 
Bringing  Home  The  Bacon,  (a 
film  for  dealers).  Lard  Makc-i 
Dough.  Cold  Meaf.f  Mahe  Hot 
Profits  and  E.rtra  Profits  Coiyie 
In  Cans. 

THE  VISKING  SLIDEFIL^I 

♦  Visking's  Stripped  for  Action 
s  h  o  w  s  packers  and  sausage 
makers  how  to  save  money  in 
skinless  production  of  frankfur- 
ters by  the  Visking  process. 
Shown  by  the  Company's  own 
salesmen  who  bring  sound  slide 
equipment  into  the  prospect's 
office  or  plant,  the  film  has 
achieved  an  expected  success. 

More  than  just  an  exposition 
of  the  process  itself,  the  slide- 
film  gives  the  prospect  lessons  in 
sales  technic)ne.  -Additional  sub- 
ject matter  makes  the  film  a  u.se- 
fid  tool  for  showing  to  production 
and  sales  staffs  of  the  jjrospect. 
Uniform  production  results,  sav- 
ings in  production,  increased 
speed  of  output  and  the  final  sales 
pointers  are  covered  in  the  press- 
ing and  filmstrip  produced  for 
this  Chicago  manufacturer.  In 
promoting  showings.  Visking  used 
front  cover  space  in  the  meat 
packing  trade  journal  Meat,  and 
the  subject  has  received  wide 
])ublicity  in  other  papers. 

♦  Wilson  &  Company  used  a 
sound  movie  at  the  Chicago  Fair 
of  '3;5  but  no  subsequent  activity 
in  films  is  noted. 

{Please  turn  to  next  page) 


SWIFT      AND      COMPANY      PRESENT 


ff 


«  •  * 

Produced  by  George  Haig  &  Mercer  Francisco 
Directed  by  David  Pincus 


THE  CAST 

Dr.  Chapin   Frank  Conroy 

Mrs.  Chapin  Lea  Penman 

Elizabeth  Chapin Martha  Scott 

Stanley  Blake  Boyd  Crawford 

Ned  Chapin Raymond  Roe 

Roberta Helen  Dawdy 

Artemus  Charles  Benjamin 

and  Evelyn  McGuirk.  Edmund  D'Orsay.  Bruce 
Elmore,  Lois  Bulton.  Elmer  Jerome,  Katfiryn 
Bishop,  Jeri  Anne  Raphael,  Almira  Sessions, 
Butler  Hi.xon,  Dick  Rauber,  Zamah  Cunning- 
ham, Pierre  D'Ennery. 

*    *    * 

Synopsis:  The  Doctors  Daughter  is  a  fast-moving,  entertaining 
motion  picture,  professionally  directed,  photographed  and  acted.  It 
is  free  from  all  suggestion  of  advertising,  yet  convincingly  demon- 
strates the  nutritional  value  of  wholesome  baked  foods  in  the  daily 
diet  of  Mr.  and  Mrs.  America.  The  film  shows  how  pastries  and  other 
forms  of  baked  foods  contribute  to  the  well-balanced  diet.  Food 
fads  and  reducing   pills  are  thoroughly   debunked  in  the   picture. 

"The  Doctor's  Daughter"  is  available  for  public  showings  at 
women's  clubs,  schools,  colleges.  P.T.A.  gatherings,  church  meetings, 
cooking  schools,  and  special  audiences  everywhere.  Bakers,  large 
and  small  will  sponsor  showings  of  this  film  in  their  respective  dis- 
tricts. State  and  local  bakers  associations,  club  secretaries,  and 
educators  may  make  advance  arrangements  with  Swift  &  Company. 


Tuo  of  the  prin- 
cipals in  "The 
Doctor's  Daugh- 
ter," the  Swift 
S:  Company  ed- 
ucational film. 
Martha  Scott, 
uho  is  promi- 
nent in  televis- 
ion and  on  the 
air  and  who  was 
in  "Our  Toicn." 
is  the  doctor's 
daughter.  The 
boy  friend  is 
Boyd  Crawford. 


A  homely  scene 
at  the  Doctor's 
family  tahle. 


13 


THE   FUTURE    OUTLOOK 

♦  The  usual  plaint  of  the  company  which 
used  film  material  back  in  the  pioneer  days 
of  the  silents  and  in  the  first  years  of  sound 
was  heard  by  Business  Screen  surveyors  who 
contacted  every  outstanding  representative  of 
the  meat  ijacking  industry  in  conipilinf>'  tliis 
report. 

An  unfortunate  experience  registered  by  a 
previous  production  has  taken  one  or  two 
firms  out  of  the  ranks  of  users  but  the  general 
sunlmar^•  shows  that  a  majority  of  the  meat 
packers  make  no  use  of  films  simjjly  because 
they  are  not  all  geared  up  to  public  relations 
or  do  little  or  no  sales  promotion  or  training. 

That  the  meat  packers  have  missed  the 
mark  in  smart  consumer  education,  that  they 
have  neglected  a  great  chance  to  cooperate 
with  the  schools  in  supplying  educational 
subject  matter  is  not  to  be  denied.  S(une 
of  this  is  done  but  the  acceptance  and  demand 
is  far  greater  than  the  present  supply. 

Not  in  the  field  of  dealer  relationshijjs  has 
the  packing  industry  failed,  but  it  has  missed 
a  great  opportunity  to  better  its  cause  with 
the  consinner  by  not  supplying  enough  edu- 

Below:  Scenes  from  the  neiv  Visking  slidefilm 
"Stripped    for    Action,"    now    being    shown. 


eational  material.  Parent-Teacher  Groups, 
Women's  Clubs  and  other  groups  intensely 
interested  in  consumer  education  would  be 
excellent  audiences  for  well-produced  pro- 
grams. 

The  6.000-odd  schools  now  equipped  with 
sound  projection  would  also  swell  the  total 
of  satisfactory  audiences.  Business  Screen 
surveys  among  the  packers  indicated  that 
the  principal  drawback  was  a  general  lack  of 
knowleilge  concerning  these  now  greatly- 
increased  audiences.  Most  files  date  back 
several  years  and  the  world  of  commercial 
and  educational  film  distribution  has  moved 
on  swiftlv  since  then. 


And  in  final  summary,  it  would  pay  the 
meat  packer  well  to  examine  his  dealer  re- 
lationships. Perhaps  the  sound  slidefilm  will 
l)e  an  adequate  means  of  keeping  his  sales- 
men on  their  toes  as  well  as  assuring  the 
loyalty  of  the  retailer.  These  accompanied 
by  a  program  of  consumer  buymanship  edu- 
cation would  go  a  long  way  toward  raising 
both  standards  and  profits  for  the  meat  pack- 
ing industry. 

Editor's  Note:  This  is  the  first  of  a  series  on 
films  ill  various  lijies  of  industri/.  The  second, 
describing  the  use  of  films  in  the  food  indus- 
try, will  be  presented  iti  these  pages  next 
month. 


Bu'Hii 


The  Advertising  Agency  «&  Films 

A  very  rare  example  of  getting  down  lo  brass  tacks  was  noted  recently  in 
a  Young  &  Rubicam  advertisenient  of  that  agency's  services  which  pointed 
out  that  "an  agency,  in  order  to  offer  completely  effective  service,  must 
be  familiar  with  many  media,  master  of  many  techniques,  expert  in  many 
fields — too  many  for  anything  else  than  a  variety  of  individual  talents,  co- 
ordinated into  a  smooth  working  team." 

Since  the  agency's  copy  had  included  "commercial  movies"  in  a  verbal 
roundup  of  media  open  lo  advertising,  we  are  glad  to  accept  this  further 
accolajle  of  recognition  on  behalf  of  our  industry.  We  are  sure  that  the 
agency's  knowledge  of  commercial  motion  pictures  and  slidefilms  is  funda- 
mental enough  to  assure  clients  of  a  square  deal  and  their  money's  worth 
should  an  opportunity  to  employ  the  film   medium  present  itself. 

Too  often,  in  recent  years,  has  the  knowledge  of  media  been  interpreted 
lor  understanding.  Through  decades  of  white  space,  agencies  bought 
without  regard  to  readership  controls  now  recognized  as  indispensable; 
the  early  years  of  radio  were  a  sad  era  of  inexperience  and  wastefulness. 

Certainly  every  agency  which  has  employed  the  film  medium  recognizes 
its  importance.  But  using  it  wisely  is  apparently  a  different  matter.  Other- 
wise we  might  not  have  had  the  loo-recent  spectacle  of  seeing  thousands 
of  dollars  expended  for  lavish  production  without  the  least  assurance  of 
the  picture's  eventual  distribution.  Again,  we  should  not  have  had  the 
discouraging  experience  of  watching  a  first  class  amateur  camera  "nut" 
apply  his  homely  talents  to  the  purchase  of  highly  technical  motion 
picture  production. 

We  know  that  common  sense  and  past  experience  will  dictate  a  searching 
self-examination  on  the  part  of  all  agencies  whose  clients  should  employ 
the  tremendous  power  and  efficiency  of  well-produced  commercial  films. 
That  an  ability  to  evaluate  the  differences  between  the  too-numerous  wild- 
catters and  long-established  experienced  producers,  a  thoroughly  helpful 
laison  between  the  client's  needs  and  the  producer's  technical  requirements 
and,  in  short,  a  genuine  understanding  of  the  film  medium  will  be  the 
happy  result,  we  cannot  doubt. 

That  is  all  "commercial  movies"  ask  of  Young  &  Rubicam. 

—O.  H.  C. 


[14] 


Films  Via  TELEVISION 

N.B.  C,  Don  Lee,  Zenith  Programs 
Bring  Sponsored  Films  to  Audiences 


•  VnrwixG  TELEVISION' 's  further  development 
as  a  possible  means  of  extending  the  distri- 
bution of  commercial  film  subjects,  both  film 
sponsors  and  producers  have  regarded  with 
interest  the  increasing  use  of  these  sponsored 
subjects  on   recent   telecast  programs. 

First-rate  General  Motors  films  were  viewed 
by  members  of  the  Don  Lee  chain  audiences. 
Leading  the  Pacific  Coast  stations  in  early 
television  experiments,  the  Don  Lee  stations 
used  an  entire  series  of  commercial  films  in 
their  first  outstanding  film  telecasts. 

In  Chicago  meanwhile  the  experimental 
station  operated  by  Commander  Eugene  Mc- 
Donald's Zenith  Radio  Corporation  is  absorb- 
ing the  total  commercial  film  output  of  one 
Chicago  producer.  Such  subjects  as  the  Na- 
tional League  baseball  film,  the  National 
Dairy  Councirs  recent  release,  the  Wisconsin 
Conservation  Department  feature  and  others 
have  been  used  on  programs  originating  from 
this  studio  three  times  each  week  from  seven 
to  nine  p.m.    Altogether  fourteen  sound  films 


lia*  this  the  world's  first  telecast  of  an  actual 
surgical  operation?  American  Television  sent 
jiicturcs  of  this  operation  at  Israel  Zion  Hos- 
pital in  Brooklyn.  Xeic  York,  to  a  distant 
medical  classroom. 


and  thirty-seven  silent  features  have  been 
televised   to  date. 

The  announcement  last  month  of  the  Col- 
umbia Broadcasting  Company's  new  tele- 
vision transmission  "schedule"  from  the  studio 
in  the  Chrysler  building  in  New  York  city 
brought  another  important  entry  into  the 
limelight.  The  National  Broadcasting  Com- 
pany, has  been  using  films  in  its  telecasts  from 
Kadio  City  for  many  months.  During  the  New 
York  World's  Fair,  N.B.C.  used  hundreds  of 
commercial  reels  on  television  programs. 

Most  practical  of  all  television  uses  has 
apparently  been  the  localized  department 
store  system  set  up  in  Bloomingdale's.  Here 
individual  receivers  are  placed  on  various 
floors  and  a  central  studio  connected  by  co- 
axial cables  from  a  top-floor  location.  The 
first  commercial  film  production  especially 
for  television  purposes  has  been  under  way 
in  the  .\storia.  Long  Island,  studios  of  Audio 
Productions.  Inc.  where  the  first  "televisuals  " 
were  prepared  for  telecasting.  American 
Television  Company  handled  the  installation. 

Bloomingdale's  own  brand.  "Barbara  Lee." 
fashions  were  featured  in  the  first  film  as  well 
as  the  story  of  14  months  old  "Junior"  who 
wisely  chooses  Guardian  Shoes  and  Tot's 
clothes  from  the  "Young  World"  department. 

Through  the  first  "Televisual"  Blooming- 
dale's paves  the  way  for  an  entry  of  national 
advertisers  into  television  as  an  advertising 
medium.  Tests  in  May  of  this  year  elicited 
the  statement  of  I.  A.  Hirschmann.  Blooming- 
dale's vice-president,  that  "the  clarity  and 
incisiveness  with  which  merchandise  is  tele- 


E.rperimental  television  programs  of 
the  Xational  Broadcasting  Company 
are  of  two  types — studio  pick-ups 
(with  live  talent)  and  motion  picture 
films.  The  picture  above  shows  the 
film  being  placed  in  the  projector 
(center)  and  run  off  exactly  as  in 
any  entertainment  theatre. 
The  XBC  control  room  associated 
with  film  projection  equipment  is 
shown  (left.)  Engineers  are  .seated  at 
control  equipment  auaiting  audio  and 
video  signals. 


vised  from  our  studio  and  seen  by  customers 
on  all  floors  simultaneously  make  the  new 
medium  a  'must'  among  selling  methods." 

"Televisuals,"  he  stated,  "are  part  of  an  im- 
portant experiment  to  determine  the  type  of 
motion  picture  technique  required  for  the 
proper  exploitation  of  merchandising  by  tele- 
vision for  the  consumer." 

Bloomingdale's  thus  established  itself  as  the 
first  .\merican  department  store  to  make  a 
practical  application  of  Television  to  mer- 
chandising. The  drama  and  excitement  of 
merchandise  become  audible  and  visible 
through  "televisuals"  will  remain  in  the  store 
as  long  as  the  customer  shows  interest  in  this 
new  advertising  medium,  according  to  store 
executives. 


THE  POWER  OF  FILMS  TO  SELL 

*  There  is  an  old  proverb  which  says, 
in  effect,  that  the  road  to  learning 
through  the  eye  is  twenty  times  as 
l)road  as  the  road  to  learning  through 
the  ear.  This  same  theory  has  been 
stated  at  other  times  in  the  form  of  a 
mathematical  formula  crediting  87 
per  cent  of  our  impressions  to  visual 
sensations  and  6  per  cent  to  auditory 
sensations:  however,  the  proof  of  this 
absolute  proration  does  not  seem  to 
be  adequate  to  warrant  the  accept- 
ance of  the  statement  in  this  most 
definite  form — Gordon  B.  Palmer. 


[15] 


•  From  New  York  City  to  Los  Angeles. 
from  New  Orleans  north  to  Chicago  and  be- 
yond, motion  picture  advertising  has  success- 
fully advanced  to  firm  intrenchments  in 
nearly  every  large  U.S.A.  city.  The  "push" 
has  not  ended,  but  enough  gains  have 'been 
con.solidated  to  answer  those  business  execs 
who  tliink  of  movie  advertising  as  a  small 
town  proposition. 

It  is  true  that  this  newest  of  major  adver- 
tising forces  was  born  and  nourished  in  rural 
sections.  Big  city  movie  palaces,  located  in 
highly  congested  areas,  were  able  to  maintain 
respectable  profits  through  a  selection  of  good 
programs  backed  up  by  worthwhile  promo- 
tions. "Tank  town"  theatres  eyed  their  own 
less  favored  locations  .solemnly  and  selected 
motion  picture  advertising  as  a  means  of  add- 
ing to  their  slim  revenues.  The  use  of  their 
screens  sold  to  local  advertisers  by  various 
film  companies,  showed  enough  profit  to  at- 
tract thousands  of  theatres. 

The  business  depression  of  the  early  "30's. 
plus  a  change  in  production  technique  (see 
Business  Screen,  June  1939)  brought  this 
nascent  medium  a  golden  opportunity.  When, 
in  1933,  a  number  of  film  companies  united 
to  sell  national  motion  picture  advertising, 
they  found  the  big  advertisers  anxiously 
searching  for  a  new  type  of  promotion  wea- 
pon that  could  create  sales  in  the  then  stag- 
nant business  situation.  Many  an  ad  mana- 
ger cast  covetous  eyes  on  this  new  medium, 
only  to  shy  away  when  it  appeared  that  at 
this  early  stage  of  development  there  was 
not  suflicient  desirable  coverage  available  in 
the  big  city  markets. 

Then,  out  of  these  same  business  doldrums, 
big  city  theatre  exhibitors  feeling  the  need  for 
additional  revenue,  were  willing  to  make  their 
screens  available  to  national  advertisers  whose 
Minute  Movies  would  be  on  a  par  with  fea- 
ture ])ictnrc   production. 

Perfect  timing — timing  no  man  could 
create  but  timing  that  a  new  industry  could 
use  to  its  advantage.  First  they  gathered 
the  large  independent  theatres.  Then  the 
push  widened  to  include  the  capture  of  several 
important  theatre  chains.  The  advent  of  im- 
proved audience  attendance  in  1936-37  did 
not  cause  these  theatres  to  withdraw  adver- 
tising privileges  as  had  been  suggested.  The 
managements  liked  the  extra  revenue  .  .  .  the 
audience  liked  these  minute  .shorts  .  .  .  and 


BY  LAWRENCE  M.  ROSENTHAL 

because  ^linute  Movies  were  liked  they  sold 
merchandise. 

Circulation'  Box  Score 
♦  For  the  advertiser  who  has  not  kept  posted 
on  these  advances  the  resume  of  availal)le 
coverage  (taken  from  records  of  the  largest 
national  company  in  the  field)  will  prove 
startling:  Every  city  in  tin-  U.S.A.  with  more 
than  500,000  population  now  offers  worth- 
while coverage,  both  in  amount  and  desirabil- 
ity for  most  types  of  advertised  products. 
There  are  thirteen  such  cities  in  this  group 
with  a  combined  population  of  20.8-t8.5-l'2. 
There  are  available  900  theatre  screens  in 
these  towns  with  a  total  circulation  available 
of  8.008.099  per  week!  This  means  an  over- 
all circulation  which  equals  37%  of  the  total 
combined  population.  A  few  individual  fig- 
ures may  be  of  interest: 

Theas.  Avail.    °o  oi  Circ. 

City  Population  Avail.  Circ.  to  Pop. 

New   York   City  6,930,446  291      3,157,540       46°o 

Philadelphia  1.950,961  75  648,795       33°o 

San  Francisco  634,394  39  312,863       49°o 

Los  Anqeles  1,238,048  69  478,990       39'>o 

Chicago  3.376,438  98  950,062       SS^o 

The  next  largest  group  of  cities  is  comprised 
of  those  with  populations  ranging  between 
250,000  to  500,000.  Some  coverage  is  avail- 
able in  all  of  these  twenty-two  cities.  In  four 
of  them,  however,  the  coverage  is  either  so 
small  or  is  gained  from  such  unimportant 
theatres  that  these  four  cities  are  counted  as 
not  recommendable.  Notable  example — 
AVashingtou,  D,C.  The  other  eighteen  have 
sufficient  coverage. 

Taking  an  over-all  look  at  the  list  of  the 
twenty-two  cities  we  find  they  have  a  total 
combined  population  of  7,665.0()4.  Four 
hundred  fifty  four  theatre  screens  are  avail- 
able with  a  weekly  circulation  of  '2.985.97-1! 
Translated  into  simpler  figures  this  means 
that  the  weekly  available  circulation  equals 
39%  of  the  total  ]i(i|iidatioii.  Individual 
examjjles  follow: 

City 

Houston,    Texas 
Indianapolis,    Ind, 
Louisville,  Ky. 
Kansas   City,    Mo, 
Minneapolis,  Minn, 
Oakland,    Cal, 
Cincinnati,   O. 
Jersey    City,    N.J, 

(Not  recommended) 

In  an  article  as  brief  as  this  it  would  l)e  of 
little     value     to     sur\rv     iiidiviilunllv     cities 


Theas, 

Avail, 

o  of  Circ. 

Julation 

Avail. 

Circ, 

to  Pop, 

292,352 

23 

262,645 

90°o 

364,161 

25 

106,850 

29% 

307,745 

18 

101,800 

33°o 

399,715 

26 

144,838 

36% 

464,356 

37 

209,250 

45°o 

284,063 

26 

218,576 

77°o 

451.160 

27 

172.350 

38% 

316,715 

4 

49,500 

12°o 

smaller  than  those  in  the  above  groups.  Such 
figures  would  not  be  news.  It  is  common 
knowledge  that  in  the  smaller  cities  there  is 
more  coverage  available  than  an  advertiser 
needs — although  it  is  also  true  that  there 
may  be  a  few  sections  of  the  country  wherein 
coverage  is  not  yet  made  available:  for  ex- 
ample, some  parts  of  Florida,  etc. 

To  fill  in  the  general  outline  we  find  adver- 
tisers can.  over  the  entire  country,  select  as 
many  theatres  as  desired  from  total  available 
of  more  than  8500.  located  in  ajjproximately 
5500  communities  with  an  average  weekly 
circulation  in  excess  of  37,000.000! 

Such  figures,  of  course,  as  have  appeared 
in  this  article  deal  with  quantity  rather  than 
quality  of  circulation.  This  is  unavoidable 
because  any  circulation  acceptable  to  a  manu- 
facturer of  a  mass  product  may  not  be  classed 
as  desirable  by  the  manufacturer  of  a  high- 
])riced  specialty.  It  is  significant,  however, 
that  in  most  cities  there  is  so  much  coverage 
available  that  representation  in  undesirable 
neighborhoods  can  be  eliminated  and  there 
will  still  remain  an  abundance  of  circulation. 

City  Audience  Reaction 
♦  One  question  which  I  have  been  asked 
many  times  is  whether  the  big  citj*  theatre 
audience,  because  of  their  supposed  greater 
.sophistication,  react  as  kindly  to  movie  ad- 
vertising as  people  in  smaller  communities. 
Brief  mention  of  this  was  made  earlier  when 
acceptance  was  proved  by  the  fact  that  the 
advertising  in  big  cities  has  produced  success- 
ful sales  returns.  If  resentment  of  any  ap- 
preciable amount  did  exist  it  would  not  be 
translated   into  increased  sales. 

Moreover  field  checkers  are  employed  to 
constantly  review  audience  reactions  during 
the  running  of  ^linute  Movies.  Having  been 
privileged  to  study  these  reports  on  many 
campaigns  in  both  large  anil  small  cities.  I 
can  .say  that  there  is  no  real  difference  in  re- 
ceiition  by  the  two  types  of  audiences.  If  a 
Minute  !Mo\  ie  is  carefully  written  and  pro- 
duced it  finds  favor  ...  if  it  is  amateurish 
or  uninteresting  it  is  disliked  by  rural  movie- 
goers as  well  as  by  their  big  city  cousins. 
Years  of  conditioning  small  town  audiences 
may  possibly  make  them  easier  to  please — 
but  the  positive  fact  to  remember  is  this:  a 
good  fast-moving  one  minute  commercial 
movie  short  gets  a  good  reception  in  both 
New  York  anil  Four  Corners.  Iowa. 


[161 


A  Saryey  of  Their  Present  and  Potential  Fields  of  Service 


Tlie  soiind  glidefilm  is  the  simplest  of  all 
commercial  screen  media,  yet  within  the 
first  decade  of  ite  development  it  has  be- 
come one  of  industry's  most  nsefnl  tools. 
Technically  nothing  more  th?>n  a  series  of 
still  pictures  on  a  strip  of  film  to  which  has 
been  synchronized  an  electrical  transcrip- 
tion carrying  voices,  music  and  sound  effects, 
the  sound  slidefilm  may  achieve  uncanny 
realism  through  skillful  blending  of  the  ac- 
companying sound  and  the  pictures. 

In  five  years  the  number  of  machines  in 
use  has  increased  from  approximately  500 
to  more  than  25,000.  Most  extensively  used 
for  the  training  of  all  classes  of  salesmen  and 
service  employees,  the  8lidefilm''s  use  for  the 
direct  solicitation  of  consumers,  for  the  im- 
provement of  public  and  employee  rations 


through  educational  subjects  and  for  the 
improvement  of  dealer  and  jobber  relations 
has  considerably  widened  its  scope. 

Most  widely  employed  in  its  early  years 
by  the  highly  competitive  and  alert  auto- 
motive industry  and  by  its  affiliates  in  oil, 
rubber  and  accessories,  the  glidefilm  has  won 
a  place  in  almost  every  type  of  business. 
Where  it  is  now  employed,  it  is  safe  to  hazard 
that  a  lack  of  knowledge  of  its  powers  rather 
than  the  medium  is  to  blame  if  there  are 
salesmen  or  service  employees  in  need  of 
training.  New  applications  and  improved 
means  of  applying  them  are  being  found 
nearly  every  day. 

There  is  no  conflict  between  the  slidefilm 
and  the  motion  picture.  Each  has  ite  place 
in  the  field  of  visual  media.     The  compara- 


tively lower  cost  of  the  slidefilm  program 
and  ite  adequacy  for  many  forms  of  simple 
training  have  won  it  a  place  almost  com- 
pletely outeide  the  practical  scope  of  the 
.motion  picture. 

In  many  instances,  especially  in  the  field 
of  training,  the  methodical  stop-motion  effect 
of  the  slidefilm  has  a  particular  effective- 
ness in  putting  across  a  simple  series  of 
ideas  and  their  desired  conclusions.  Cer- 
tainly, on  the  other  hand,  the  still  scenes  of 
the  slidefilm  strip  would  not  be  satisfactory 
for  the  demonstration  of  moving  machinery 
or  processes  of  manufacture.  Nor  is  it  suffi- 
ciently entertaining  or  dramatic  enough  to 
interest  mass  audiences  accustomed  to  mo- 
tion pictures  by  long  experience. 

(Please  turn  to  next  page) 


♦  A  startling  semblance  of  action 
is  expressed  by  the  frequently 
changing  scenes  on  the  film  strip 
and  by  clever  synchronization  of 
sound  effects  and  voices.  The 
comparatively  short  time  required 
to  produce  one  of  these  disk  and 
filmstrip  programs,  the  low  cost 
of  duplicates  and  reproduction 
equipment  and  its  extreme  porta- 
bility arc  further  factors  contri- 
buting to  its  present  widespread 
popularity. 

WHEN  TO  USE  SLIDEFILMS 

♦  As  Business  Scree7i's  survey  of 
nearly  two  hundred  users  (repre- 
senting some  thousands  of  indi- 
vidual programs)  .so  amply  illus- 
trates on  other  pages  of  this  issue, 
the  slidefilm  is  most  widely  em- 
ployed as  a  salesmen  training  de- 
vice. Especially  in  far-flung 
organizations  such  as  those  repre- 
sented by  members  of  the  auto- 
motive, oil,  and  the  tire  industries 
is  the  medium  most  useful. 
"Freezing"  the  original  plans, 
suggestions  a  n  d  inspirational 
thoughts  of  the  headquarters 
management  unto  a  recording,  the 
slidefilm  brings  a  clear  and  un- 
changed pictorial  and  spoken  ver- 
sion without  any  change  in  con- 
tent or  meaning. 

Besides  training  of  salesmen, 
retailers,  clerks,  etc.  the  sound 
slidefilm  is  employed  to  convey 
short  illustrated  "lectures"  on 
matters  of  safety,  employee  rela- 
tions and  to  instruct  all  types  of 
service  employees  in  matters  of 
mechanical    ojjeration,    improved 


THE  COVKR  SUBJECT 
OF  THIS  SECTIOX  IS 
BY    r.\MEIH,    INC. 


( l,.-n  )  Sci-iies  from 
Ihi-  li.'w  safety 
sllili'film  ■TiL-fc-ns- 
lvi>  lulvlng"  just 
reluased  by  the 
National  Safety 
Council. 


What   Is   a   Slidefilm? 


•  Frank  Freimann*  defines 
the  sound  slidefilm  as  a 
■"series  of  interesting  still  pic- 
tures illustrating  the  subject 
matter,  nuiiuially  sychronized 
with  the  audible  text  by  the 
operator,  who  receives  his 
cues  for  advancing  the  pic- 
tures from  a  melodious  tone 
superimposed  upon  the  re- 
cording. The  pictures  are 
changed  as  frequentl.v  as  nec- 
essary to  follow  the  sequence 
of  the  continuity.  Each  pic- 
ture is  arrested  long  enough 
to  illustrate  a  thought  to  be 
absorbed   by   the  audience." 

Another  definition  would 
describe  the  sound  slidefilm 
equipment  as  an  electrically 
amplified  phonograph  com- 
bined with  a  filmstrip  projec- 
tor. A  recorded  program  de- 
scribes     the      accompanying 


illustrations  as  they  are  pro- 
jected on  the  screen.  On  a 
filmstrip  of  standard  35inm. 
size,  from  sixty  to  one  hun- 
dred scenes  may  be  included 
and  either  a  l'-2  or  16-inch  disc 
contains  the  spoken  or  musi- 
cal  accompaniment. 

Such  equipment  may  be 
operated  on  either  AC  or  DC 
current  and  its  cost  ranges 
from  as  low  as  $30  to  $40  up 
to  slightly  over  $100  for  the 
finest  possible  unit.  Modern 
equipment  weighs  as  little  as 
ten  pounds  with  the  heaviest 
units  totaling  less  than  forty 
pounds.  The  cost  of  produc- 
ing subject  matter  includes 
photography,  recording,  dup- 
lication, etc.;  also  provides  for 
recording  artists,  photo- 
graphic  models  and  adequate 
preparation  of  the  script. 


•Eleetro-Aeoustio    rrodiicts    Company.  Ft.    Wayne.   Indiana.    In    a    speet  li 
liresented    before    tlie    Society    of    Motion    Picture    Engineers. 


work  techniques,  etc.  With  com- 
paratively little  effort,  the  busi- 
ness executive  can  determine  the 
exact  nature  of  his  problem  and 
compare  it  with  those  enumerated 
here. 

One  of  the  industry's  cardinal 
axioms  is  important  .  .  .  the  use  of 
tile  medium  is  not  recommended 
for  most  concerns  unless  a  con- 
tinuous program  is  determined 
from  the  very  beginning.  One 
slidefilm  may  accomplish  a  great 
deal  of  good  but  the  maximum 
effect  and  value  is  only  achieved 
through  long  and  consistent  appli- 
cation of  programs  in  series. 

THE  COST  OF  SLIDEFILMS 

♦  Like  advertising,  the  cost  of 
slidefilms  should  not  be  computed 
for  a  single  subject.  Unless  used 
for  some  special  need,  slidefilm 
programs  must  be  computed  in 
series  for  maximum  effectiveness 
and  for  economy  as  well.  Such 
programs  cost  comparatively  less 
on  the  second,  third  and  fourth 
program  in  the  line  and  therefore 
doubly  earn  their  already  reason- 
able price. 

Futlier  than  that,  the  cost  of 
slidefilm  programs  depends  on  the 
type  of  subject  matter  used.  If 
the  script  calls  for  a  dramatic 
story  presentation  requiring  pro- 
fessional voice  and  picture  talent 
it  will  surely  be  more  expensive 
than  a  straightforward  industrial 
or  commercial  presentation  mini- 
mizing the  voice  to  a  single  an- 
luiuncer  and  straight  industrial 
photography. 

Dramatic  treatments,  the  use  of 
color,  and  other  elements  enter 
into  the  cost  of  .slidefilms.  W'ith 
all  these,  the  total  cost  will  be 
far  less  than  a  sound  motion  pic- 
ture though  there  is  no  compari- 
son since  each  has  its  field  of 
usefulness.  A  great  many  dra- 
matic programs  shown  to  audi- 
ences on  a  national  basis  appear 
to  average  from  $1,500  to  $'2500 
liir  subject,  complete. 


PROJECTION  TABLES  OF  SCREEN  SIZES  FOR  SLIDEFILM  SHOWINGS 


Picl^tre  Si^es   (in  feet)    When  Horizontal  Double 
Frame   Film    Is  Shoion    {The  proportions  are  re- 


Picture     Sizes     (in    feet)     When     Single    Frame 
Film  is  Shown 


Equivalent 

Focjil  Length 

of  Lens 

DISTANCE  FROM  SCREEN 

10'     15' 

20' 

25' 

30' 

35' 

40' 

45' 

50' 

3" 

3.0 
4.6 

4.5 
6.8 

6.0 
9.0 

7.6 
11.4 

9.1 
13.6 

10.5 
15.8 

12.1 
18.2 

13.6 
20.4 

14.9 
22.4 

4" 

2.3 
3.4 

3.4 
5.0 

4.5 
6.8 

5.8 
8.8 

6.8 
10.2 

7.9 
11.8 

9.1 
13.6 

10.2 
15.2 

11.2 
16.8 

5" 

1.8 
2.6 

2.7 
4.0 

3.6 
5.4 

4.6 
7.0 

5.4 
8.0 

6.4 
9.6 

7.3 
11.0 

8.2 
12.4 

9.0 
13.6 

6" 

1.5 

2.2 

2.3 
3.4 

3.0 
4.6 

3.8 
5.8 

4.5 
6.8 

5.3 
8.0 

6.1 
9.2 

6.8 
10.2 

7.5 
11.5 

7" 

1.3 
1.9 

1.9 
2.9 

2.6 
3.9 

3.3 
4.9 

3.9 

5.9 

4.5 
6.8 

5.2 
7.8 

5.8 

8.7 

6.4 
9.6 

Equivalent 

Focal  Length 

of  Lens 

DISTANCE  FROM  SCREEN 

10' 

15' 

20' 

25' 

30' 

35' 

40' 

45' 

50' 

3" 

2,3 
3.0 

3.4 
4.5 

4.5 
6.0 

5.7 
7.6 

6.8 
9.1 

7.9 
10.5 

9.1 
12.1 

10.2 
13.6 

11.2 
14.9 

4" 

1.7 
2.3 

2.5 
3.4 

3.4 
4.5 

4.4 
5.8 

5.1 
6.8 

5.9 

7.9 

6.8 
9.1 

7.6 
10.2 

8.4 
11.2 

5" 

1.3 
1.8 

2.0 

2.7 

2.7 
3.6 

3.5 
4.6 

4.0 

5.4 

4.8 
6.4 

5.5 
7.3 

6.2 
8.2 

6.8 
9.0 

6" 

1.1 
1.5 

1.7 
2.3 

2.3 
3.0 

2.9 
3.8 

3.4 

4.5 

4.0 
53 

4.6 
6.1 

5.1 
6.8 

5.6 

7.5 

(iiirlesy    of    The    Society    inr    Vis;ijil    Kdti 


COLOR  IX  SLIDEFILMS 
♦  Kodachrome  is  being  widely 
employed  for  full-color  photog- 
raphy of  slidefilm  subject  matter. 
Since  color  noticeably  increases 
the  cost  of  both  original  and 
duplicates,  its  usefulness  must  be 
carefully  determined.  Identifica- 
tion of  product  colors  as  in  tex- 
tiles or  of  brands  and  packages 
may  be  worth  the  price.  Again 
color  can  best  tell  the  story  of 
products  sold  by  color  appeal, 
either  partly  or  wholly. 

From  Kodachrome  originals  to 
Technicolor  is  a  simple  step.  Less 
expensive  than  either  of  these  is 
Cinecolor.  Here  it  is  necessary 
to  make  some  sacrifice  of  color 
exactness  but  general  eye-appeal 
value  is  still  excellent.  Best  of  the 
recent  sound  slidefilm  color  sub- 
jects seen  recently  by  Busines.<: 
Screen  were  an  Owens-Illinois 
presentation  in  Technicolor  and  a 
new  Swift  &  Company  presenta- 
tion of  advertising  in  original 
Kodachrome. 

Hand  coloring  of  individual 
slidefilm  frames  is  also  satisfac- 
tory though  the  number  of  ex- 
perts qualified  to  do  this  work  is 
dubious.  Ordinary  black  and 
white  frames  containing  subject 
matter  which  would  be  better 
presented  in  color  are  selected  and 
hand-tinted  at  the  average  price 
of  50c  to  one  dollar  per  frame. 
No  splicing  is  necessary  and  a 
wide  range  of  colors  is  possible. 
Gustav  Brock  of  Xew  York  City 
is  one  of  the  few  individuals 
qualified  to  do  this  work  in  de- 
pendable fashion. 

MUSKAL  PRELUDE   DISCS 

♦  The  recent  announcement  by  R. 
M.  McFarland  S;  Associates  of 
33  1  3  musical  records  now  makes 
available  some  excellent  prelimin- 
ary music  which  can  be  played 
while  the  audience  is  arriving  and 
being  seated  for  the  slidefilm 
program.  Three  16  inch  records 
are  available  with  swing  music, 
stirring  marches  and  college  med- 
leys. Eight  selections  are  on  each 
record. 

TYPICAL  CASE  HISTORLES 

♦  .Although  the  forthcoming  issue 
of  Business  Screen  will  present 
a  majority  of  the  individual  case 
histories  of  outstanding  slidefilm 
users,  a  few  of  these  are  presented 
here.  Xo  attempt  has  been  made 
to  "judge"  slidefilms  for  individ- 
ual merit  because  of  the  many 
thousands  of  programs  involved. 

*     *     * 

♦  Indicative  of  the  universal  ap- 
peal of  slidefilms  is  the  experience 
of    Libbv.    McX'eil.    and    Libby 


The  new  lightweight  slidefilm  projectors  are  ideal  for  desktop  presentations 

Company,  whose  silent  film  strips 
have  been  shown  and  appreciated 
in  such   out-of-the-way  places  a 


Java.  Sumatra,  Indo-China.  and 
the  Malay  States.  What  is  more, 
Libby    has  found  that  messages 


presented  to  native  food  dealers 
in  this  manner  have  resulted  in 
larger  orders  for  the  Company's 
line  of  canned  foods.  These  films 
might  even  be  called  "sound" 
slidefilms  by  a  stretch  of  the  im- 


|]|||||t(m!|m||i!!fi)ii||fi)miiiiitiniiimp^^^^^ 


SOLVING  YOUR  PROBLEMS  WITH  SLIDEFILMS 

[|yiiiiiiiiili:illl|]llllilillllllllijliiiui'lllildiljllllllilll[)ll!lilllllilllllllli1]|lllllllliu[|l<illlliilillliil^^ 


The  following  discussion   of  the 

extensive  uses  of  sound  slidefilms 
was  written  by  Boh  McFarland. 
slidefilm  equipment  specialist  and 
head  of  the  firm  of  R.  M.  McFar- 
land  Associates    who    has    made   a 


1.     TRAINING      YOUR 
OWN     SALESMEN— 
Surveys     among     a 
large    number  of  sales 
organizations    show 
that  about  20%  of  the 
average     sales     forces 
produce  approximately 
80  °o    of  the   sales.     One   of  the   most 
important  jobs  of  every  Sales  Mana- 
ger  is    to   increase   the    efficiency    of 
the  border-line  producers,  who  com- 
prise   80  °c     of    his    staff.       Available 
records    show    that    the   efficiency    of 
sales  forces  have  been  increased  from 
Z%    to    37°o     when    the     medium    of 
Sound-Slide  Films  have  been   added 
to  the  sales  program. 

Well  prepared  Sound-SUde  Films 
inspire  and  educate  your  salesmen 
.  .  .  gives  them  increased  knowledge 
of  your  product  or  ser\-ice  .  .  .  teaches 
them  how  to  sell  it.  They  learn  the 
one  best  way  to  present  your  product 
and  each  point  about  it.  Think  of 
the  tremendous  power  built  up  by 
your  salesmen  telling  the  same  story 
in  the  one  best  way  at  the  same  time 
throughout  the  country.  It  will  de- 
velop greater  beUef  in  you  and  your 
product  .  .  .  pride  in  your  organiza- 
tion  .  .  .  your  advertising  and  mer- 


study  of  the  medium.  This  report 
is  the  first  of  a  series  now  written 
exclusively  for  Business  Screen  by 
Mr.  McFarland.  Another  instal- 
ment will  he  presented  in  an  early 
issue  of  Business  Screen. 

chandising    .    .    .    your 
sales    aids.      You    can 
teach    your    salesmen 
how    to    analyze   their 
own     territories    .    .    . 
select    their    prospects 
.  .  .  customer  approach 
.  .  .  proper  demonstra- 
tion .  .  .  how  to  overcome  objections 
.  .  .  meet  competition  .  .  .  the  proper 
way    to    close   sales    and    finally   how 
to   salesmanage    themselves  and  their 
territories. 

2.  TRAINING  JOBBERS  SALESMEN— 
If  you  distribute  through  jobbers 
you  have  long  recognized  that  your 
product  is  in  direct  competition  with 
scores,  even  thousands,  of  other  items 
carried  by  these  salesmen.  Spotlight 
your  product  in  their  nunds  .  .  .  teach 
them  more  about  your  product  .  .  . 
it  is  only  htiman  nature  for  a  man 
to  talk  about  things  he  knows  and 
feels  that  he  can  talk  about  inteUi- 
gently.  Experiences  of  scores  of 
manufacturers  have  proven  that  the 
Sound-Slide  Film  is  the  one  best 
medium    to   accomplish   this  end. 

3.  TRAINING  THE  DEALER'S  SALES- 
MEN— The  drones  of  the  sales  world  . . . 
the   most  important  link  in  the   sales 

(Continued  on  the  following  pages) 

liiiiiuiiiiiHiiiiiiiiaiiiiiiiBiiiiiiaiiiiiiiiiiuiiiii 


agination  for  interpreters  have 
been  trained  to  follow  a  transla- 
tion of  the  script  and  deliver  the 
appropriate  lines  for  each  frame 
in  the  native  tongue  of  the 
audience. 

*  *     * 

♦  Using  the  old  selling  slogan, 
"Tell  'em  ichat  you're  going  to 
tell  'em;  tell  'em;  then  tell  'em 
what  you  told  'em,"  Camera,  Inc., 
Chicago  producer,  has  released  a 
new  slidefilm  for  Atlas  Tire  and 
Supply  Company  which  intro- 
duces a  fresh  note  into  sales  meet- 
ing procedure.  To  combat  the 
weak  method  of  introduction 
which  .sometimes  seals  the  fate 
of  many  slidefilm  sales  meetings. 
Camera.  Inc.  has  supplied  an  in- 
troduction on  the  film  itself  on  the 
iiack  of  the  record  which  may 
^erve  either  as  a  direct  introduc- 
tion to  the  film  and  be  incorpor- 
ated in  the  presentation,  or  as  a 
guide  to  the  sales  manager  who 
may  review  this  portion  of  the 
p.i'oduction  beforehand.  Also  con- 
tained on  the  same  disc  is  a  quiz 
section  which  can  be  used  at  a 
subsequent  meeting  and  serves  to 
check  the  effectiveness  of  the  sub- 
ject as  a  training  device. 

*  *     * 

♦  Scheduled  for  widespread  show- 
ing this  fall  and  winter  is  The 
Winner,  a  new  sound  slidefilm 
produced  for  American  Brakeblok 
by  Paul  Harris  Productions, 
Chicago.  The  subject  is  designed 
for  training  meetings  before  job- 
bers" salesmen  and  tells  how  one 
salesman  earned  a  promotion  and 
"won  the  girl"  by  improving  his 
sales  technique.  With  showings 
of  the  film  the  .\merican  Brake- 
blok Company  plans  to  use  a 
questionnaire  to  drive  home  the 
technique  presented  in  the  film, 
riculum   did   not   profit  from  the 

*  *     * 

♦  The  J.  I.  Case  Company  has 
lieen  using  slide  films  for  a  good 
many  years  and  produce  any- 
where from  three  to  six  a  year. 
They  have  over  '200  machines  in 
use  among  branch  offices  and 
leading  dealers  and  use  the  films 
in  the  dealers'  showrooms.  The 
dealers  invite  the  farmers  in  from 
the  neighboring  countryside  and 
usually  spend  the  better  part  of 
a  day  showing  films  and  conduct- 
ing an  educational  program  in 
which  new  models  of  tractors, 
threshing  machines,  corn  planters, 
etc..  are  explained  and  demon- 
strated. Slidefilms  have  proved 
.^.n  invaluable  sales  tool. 

The  Company  does  most  of  its 

own   photographic  work  and  the 

producer  lends  assistance  on  the 

(Please  turn  to  page  '23) 


[19] 


How      Business      Uses      the      So 


u  n 


S  I  i  d  ef i I m  -  1 


Sponsors 

Sales  Training 

Selling 
Products 

Building 
Goodwill 

Remarks 

^^B(^Kt4iRzSS!.            -^liH 

t  i 

1? 

tru 

5o 

"a 

01 

E  2 

al 

Hnfi^  ''\m 

■■^^^SE^^r^isfri-JStV'    A  A 

^^^^^Kl^^K  mlr^  "  '^  *' 

^ 

CO 
g  M 

it 

HO 

si 

c 

0 

c 

11 

H  (5 

S 
"5 
o 
a 

S-5 

Is. 

i\  m'^^^t^Si^^h 

^l^^t^ 

J 

ftDVEHTISING  4  MERCHANDISING 

R.  L.  Polk  &  Co. 

y 

How  to  use  direct  mail 

Rough   Notes,  Inc. 

y 

Promoting  insurance  direct  mail  serv. 

Transportation  Advertising,    Inc. 

y 

Top   notch    results    from    car-cards 

ALCOHOLIC  BEVERAGES 

Gooderham  &  Worts  Co. 

y 

y 

Promoting  G.  4  W.  liquor  sales 

AUTOMOTIVE  INDUSTRY 

American  Brakeblok  Co. 

k^ 

Directed  at  jobbers'  salesmen 

Chrysler  Motors 
DeSoto  Motors 

V' 

y 
y 

y 

y 

Specializing  in   technical  training 
Service  and  sales  training 

Dodge  Motors 

y 

y 

y 

Service  and  sales  training 

Ford  Motors 

y 

Instruction   for   dealers'  salesmen 

General  Motors — Export  Division 

y 

y 

Foreign    sales   promotion 

General   Motors    Truck    Co. 

y 

Truck   sales  promotion 

Horley-Davidson   Motors 
Hudson    Motors 

y 

Safety  strip  for  police  departments 

y 

Sales  instruction   films 

Nash  Motors 

y 

y 

Training  for  the   Nash   floor   man 

National  Wheel  &  Rim  Assn. 

y 

Instruction  for  tire  salesmen 

Packard  Motors 

y 

Instruction  for  Packard  service  men 

Packard  Electric  Div.  Gen.  Motors 
Plymouth  Motors 

y 

Product  explanation  for  the  dealer 

y 

y 

y 

*^ 

Sales  and  service  promotion 

Pontiac    Motors 

y 

t^ 

Practical  training  films  for  dealers 

Studebaker  Motors 

t^ 

Training  the  man  on  the  floor 

Willard   Storage  Battery  Co. 

1^ 

y 

y 

Better  sales  presentation 

BANKING   AND   FINANCIAL 

General    Motors   Acceptance   Corp. 

y 

y 

The  G.  M.  A.  C.  finance  plan 

Walter   E.   Heller   Co. 

y 

Inv.  film  directed   at   consumers 

Household  Finance  Co. 

A-- 

Better  buymanship  for  consumers 

Investors  Syndicate 

i^ 

y 

Primarily   for  investment   prospects 

BEAUTY  SHOPS,  TOILET  ARTICLES 

Lucien   LeLong 

y 

Training  for  retail  cosmetics  clerks 

BOTTLING.  BEVERAGES,  ETC. 

Bastion-Blessing   Co. 

y 

y 

Why  B-B  fountain  equipment  is  best 

C6ca  Cola  Co. 

y 

Promoting  sales  by  drivers 

Liquid   Carbonic   Corp. 

y 

Selling  drug  store  installations 

Orange-Crush   Co. 

y 

y 

Dealer  merchandise  set-ups 

Owens-Illinois  Glass  Co. 

y 

y 

Has  mode  noteworthy  use  of  color 

BUILDING   SUPPLIES 

Bird    &    Son    Co. 
Celotex  Corp. 
Johns-Manville   Co. 
Tilo    Roofing   Co. 

y 

y 

Product  promotion 

/^ 

y 

y 

Building  up  the  dealers'  orders 
How  to  use  and  sell  J-M  products 

^ 

Training  Tilo's  own  salesmen 

BUSINESS  SUPPLIES 

Auto  Point  Pencil   Co. 

y 

Selling  Autopoinis  to  large  concerns 

National  Cash  Register  Co. 

A-' 

y 

Increasing  use  ol  equipment  line 

Vnited  Autographic  Register  Co. 

y 

y 

y 

Business  equipment  sales  training 

CANNING  INDUSTRY 

American  Can  Company 

y 

y 

Helping  the  dealer  succeed 

Crown  Cork  4  Seal  Co. 

y 

y 

Promoting  Crown   products 

CERAMICS.   GLASS 

Corning    Glass    Works 

y 

Training  dept.  store  clerks 

National  Enameling  4  Stamping  Co. 

t^ 

Best    uses    of    enamelwore 

Pittsburgh    Plate   Glass  Co. 

y 

Sales  training  lor  dealers'  staff 

United  Slates   Potters   Assn. 

y 

Menace  ol  Japanese  competition 

CIVIC    AND    PUBLIC   RELATIONS 

American  Legion- 

*^ 

Instruction  in  safety  methods 

Chicago  Board  of  Health 

f,.^ 

Improvement  of  health  conditions 

Chicago  Park  District 

y^ 

How  to  use  Chicago's  Park  facilities 

Federal  Housing   Administration 

^^ 

Promoting  new  housing 

Greater    New    York   Fund 

1^ 

Instructing  Fund  captains 

National  Assn.  of  Manufacturers 

y 

t^ 

Why  Amer.  bus.  methods  are  better 

National   Safely  Council 

y 

Promoting  better  safety  methods 

CLOTHING.    MEN'S    AND   BOY'S 

Associated  Wool  Industries 

y 

y 

How  to  sell  wool  clothing 

Coopers,  Inc. 

y 

Presenting   not.   adv.    campaign 

Bookless  Fastener  Corp. 

y 

Advantages  of  Talon  fasteners 

B.  Kuppenheimer  Co. 

y 

Retail   sales    training   for   dept.  store 

CLOTHING,  WOMEN 

Charis  Corp. 

y 

How  to  sell  more  undeigarmenls 

Hcokless   Fastener   Corp. 

y 

Uses    of    "Talon"   fasteners 

Printz,  Biederman  Co. 

ly 

Sales   methods   for  dept.  store  clerks 

COAL 

Dela,  Lackawanna  &  W.  Coal  Co. 

y 

Selling   possibilities    of   "blue  coal" 

Peabody  Cool  Co. 

y 

Peobody's    new   mining  method 

Solving  Your  Problem 
with  Slidefilms 


{Continued  from  previous  page) 
chain  .  .  .  yet  the  most  neglected. 
Business  spends  millions  of  dollars 
advertising  .  .  .  creating  desire  in  the 
minds  of  consumers  for  particular 
products  .  .  .  directing  them  to  retail 
Miitlets  for  demonstrations  and  com- 
[ilete  information.  At  the  retail  out- 
kt  the  poor  consumer  finds  himself 
too  often  at  the  mercy  of  an  unin- 
formed salesperson.  Stop  a  moment 
and  estimate  ...  do  you  feel  that 
even  10 '^b  of  the  retail  salespeople 
selling  your  product  know  and  under- 
stand it  .  .  .  its  uses  .  .  .  limitations 
.  .  .  outstanding  merits  .  .  .  proper 
demonstration,  etc.  Or  ...  do  they 
substitute  a  product  of  less  merit  but 
one  which  they  know  more  about  .  .  . 
one  that  carries  a  larger  profit  or 
sells  for  less  than  your  product.  An 
increasing  number  of  retailers  are 
becoming  Sound-Slide  Film  enthus- 
iasts, using  every  film  available  to 
train  and  educate  their  salespeople 
to  become  better  merchandisers. 
4.  DEALER  EDUCATION— Sound-Slide 
Films  are  becoming  more  popular  with 
every  type  of  dealer.  Instead  of  de- 
pending upon  the  vocal  ability  and 
the  usual  sales  material  .  .  .  which  in 
most  cases  is  rather  poorly  presented 
by  the  manufacturer's  or  jobber's 
salesmen,  if  shown  at  all  .  .  .  he  has 
discovered  that  Sound-Slide  Film 
presentations  conserve  both  his  time 
and  energy.  He  sees  and  hears  the 
salesman's  WHOLE  story  in  a  logical, 
concise  and  intelligent  manner  .  .  . 
quickly  and  efficiently. 

Dealers  are  also  interested  in 
Sound-Slide  Film  presentations  on  the 
following    subjects: 

a.  Selling   Specific  Products. 

b.  Showmanship  in  Retailing 

c.  Effective  Store   Arrangements 

d.  Proper  Display 

e.  Sales  Demonstrations 

f.  How  to  Use  and  Build  Local  Ad- 

vertising 

g.  Window   Displays 
h.     Direct  Mail 

i.     Planning     and     Directing     Special 

Sales 
j.     Store  Location 
k.     Principles  of  Merchandising 
1.     Proper  Use   of  Sales  Aids 
m.     Accounting  and  Bookkeeping 
n.     Tie-in  Merchandising 
o.     Use    of  Proper   Lighting 
p.     Customer    Relations 
q.     Returned   Goods 
r.     Handling   Complaints 
s.     Answering   the  Telephone 
t.     Stock  Control 
u.     Safety 

v.     Store   Equipment 
w.     Packaging  and  Wrapping 
X.     New  Products 
y.     Ideas     That    Will    Make    Him     A 

Better  Businessman 
z.     Training  Salespeople  .  .  .  Etc. 
5.     INTRODUCING     NEW     PRODUCTS— 
With    distribution   no    longer    a    seri- 


[20] 


ous  problem  on  new  products  the 
real  need  today  is  for  the  most  drama- 
tic, efficient,  effective  and  economical 
way  to  introduce  new  products  to  the 
salesforce.  jobbers,  jobbers'  salesmen, 
retailers,  retailers'  salesmen  and  con- 
sumers. Many  manufacturers  find 
that  Sound-Slide  Films  meet  this  need. 

6.  THAINING  SERVICE  MEN- The  suc- 
cess of  many  products  depends  wholly 
upon  the  intelligence  of  their  service 
organizations  in  the  original  installa- 
tion and  subsequent  care.  There  is 
no  better  way  than  Sound-Slide  Films 
to  make  obscure  technical  details  clear 
and  train  service  men  in  the  most 
efficient  service   methods. 

7.  EMPLOYEE  RELATiONS-T  o  d  a  y  as 
never  before  in  histor>*  industry 
faces  a  multitude  of  problems  on 
the  subject  of  employee  relations. 
A  few  of  the  more  important  phases 
of  this  far-reaching  problem  facing 
management  today  are  building : 
Pride  in  organization  .  .  .  Pride  in 
workmanship  and  product  .  .  .  em- 
ployee good-will  .  .  .  efficiency  .  .  . 
wages  .  .  .  development  of  skilled 
labor  and  office  help  .  .  .  sales  train- 
ing -  .  -  accident  prevention  .  .  .  bene- 
fit associations  .  .  .  provision  for  re- 
tirement .  .  .  job  security  .  .  .  elim- 
ination of  political  intrigues  and 
internal  jealousies  .  .  .  elimination  of 
wasteful  practices  and  time  .  .  .  elim- 
ination of  slip-shod  work  .  .  .  fair 
production  standards  .  .  .  the  border- 
line producer  .  .  .  knowledge  of  the 
product  ...  its  uses  .  .  .  superioritj' 
.  .  .  advertising  .  .  .  merchandising 
.  .  .  distribution,  etc.  Sound-Slide 
Films  are  building  mutual  trust  and 
cooperation  between  employee  and 
management.  In  several  cases  the 
same  films  are  used  to  acquaint  the 
community  in  which  the  factor^'  is 
located  with  a  better  understanding 
of  the  place  it  holds  in  that  com- 
munity and  the  way  it  is  ser\'ing  both 
the  community    and    nation. 

8.  CUSTOMER  RELATIONS—  Sound- 
Slide  FUms  have  provided  an  effi- 
cient and  economical  medium  to 
enlist  the  cooperation  and  encour- 
age employees  to  treat  all  patrons 
w^ith  the  same  friendliness  and 
courtesy  ...  to  show  the  reasons 
behind  company  policies  .  .  .  how  to 
handle  complaints  and  returned 
goods  in  a  way  that  will  build  good- 
will .  .  .  the  importance  of  proper 
fitting  or  matching  .  .  .  the  fallacy  of 
never  to  be  kept  promises  .  .  .  that 
each  employee  guide  his  actions 
bearing  in  mind  .  .  .  that  he  individ- 
ually is  the  company  in  the  mind  of 
the  customer,  etc. 

9.  ELIMINATE  EXPENSIVE  SALES  MEET- 
INGS— The  annual  sales  meeting,  in 
vogue  so  long,  is  rapidly  being  replaced 
by  regular  monthly  sectional  meetings 
It  is  no  longer  necessary  to  bring  all 
the  salesmen  together  at  one  point 
for  training,  nor  is  it  necessary  for 
highly  paid  executives  to  waste  their 
valuable  time  traveling  about  the 
country  addressing  meetings.     Sound- 

{Continiied   on   next   page) 


How      Business      Uses      the      Sound      Slidefilm  —  2 


Sales  Training 


DAIRY  PRODUCTS 

Beatrice    Creamery  Co. 

Borden  Co. 

Good  Humor  Ice  Cream  Co. 

International  Assn.  oi  Milk  Dealers 

Milk    Industry    Foundation 
DRUGS 

Bauer  &  Black  Co. 

E.   R.  Squibb   &  Co. 

McKesson  &  Robbins.  Inc. 

DRY   GOODS.    DEPARTMENT, 

GENERAL    STORES 

Montgomery   Ward  Co. 

Sears  Roebuck  Co. 
ELECTRICAL  INDUSTRY 

Amer.  Water  Works  &  Electric  Assn. 

Apex  Rotarex   Co. 

Bendix   Home    Appliances,    Inc. 

Commonwealth   Edison  Co. 

Crescent  Wire  &  Cable  Co. 

Easy   Washing  Machine   Co. 

Edison    General   Electric   Appl.   Co. 

Electro  Master,  Inc. 

General    Electric    Co. 

Kelvinator  Div. — Nash-Kelvinator 

Proctor  &   Schwartz   Electric  Co. 

Public  Service  Co.  oi  Northern  Illinois 

Stewart  Warner  Co. 

Westinghouse    Electric    Co. 
ELECTRONIC  INDUSTRY 

New   York   Telephone   Co. 
FARM    OPERATING    EQUIPMENT 

J.   I.  Case   Co. 

International  Harvester  Co. 
FOOD   MANUFACTURING   AND 
DISTRIBUTING   INDUSTRY 

General  Foods  Co. 

Independent  Grocers  Alliance 

Jewell  Tea  Co. 

Krait-Phenix  Cheese   Co. 

Modem    Marketing   Service 

>Iational  Tea    Co. 

National    Biscuit  Co. 

Pillsbury  Flour  Co. 

United  Buyers  Co. 

U.  S.  Cane  Sugar  Refiners   Assn. 
FURNITURE  4   HOUSE- FURNISHINGS 

Clinton  Carpet  Co. 

Home   Window   Decorators  Guild 

Joeras    Bros.    Furniture  Co. 

Karastan  Rug  Mills  Co. 

Kindel  Furniture    Co. 

Mohawk  Carpel  Mills 

Simmons  Co. 
GAS 

American  Gas  Assn. 
GRAIN  AND  FEED 

Larrowe  Milling  Co. 
HEATING  AND  VENTILATING 

Airlemp  Div. — Chrysler  Motors 

Evans   Heater  Co. 

Fairbanks -Morse  Co. 

Ruud  Manufacturing  Co. 

Schwitzer-Cummins  Co. 

Standard  Gas  Equipment  Co. 

Williams  Oil-O-Matic   Heater  Co. 
HOTELS.   RESTAURANTS.    CLUBS 

Chicago  Motor  Club 

National  Hotel  Management,  Inc. 
INSURANCE 

Travelers  Insurance  Co. 

Metropolitan   Life   Insurance  Co. 
LUMBER 

National  Ret.  Lumber  Dealers  Assn. 
MEAT   PACKING,   BY-PRODUCTS 

Armour  &   Co. 

Libby  McNeil  4  Libby  Co. 

Swilt  &   Company 

Visking   Corp. 


$^ 


2Q 


1^ 

f^ 

1^ 

«^ 

u    > 


Selling 
Products 


K 


1^ 
1^ 


%^ 


*^ 


So 
c  in 


Building 
Goodwill 


1^ 


1^ 


1^ 


t^ 


1^ 


1^ 


y' 


y^ 


«^ 


«^ 


*/ 


y 


»^ 


1^ 


Quality  of  Meadow  Gold  Butler 
Hew  driver  con  enlarge  his  clientele 
Training   for  the   driver 
Better  sales  methods  for  drivers 
Up-to-date  dairy  methods 

Promoting  better  safety  conditioDS 

Training   ior   jobbers 

About  McK.  &  R.  organixation 


How  the  clerk  can  increase  his  soles 
Product  education  for  store  clerks 

Promoting  courtesy  to  the  public 
Qualities  of  Rotarex  line 
How  to  sell  Bendix  appliances 
Training  C.  E.  employees 
How  to  sell  Crescent  products 
Outstanding  merits  of  Easy  washers 
Hovr  to  use  Edison  appliances 
Why   the  Electro  Master  is  best 
Training   G.    E.  clerks   and   salesmen 
Selling  points  of  Kelvinator  products 
Product  training   films 
New  method  of  using  electricity 
Promoting  more  use   of  Alemite 
Selling   Westinghouse    turbines 

How  to  use  the  telephone  correctly 

SelUnq  Case   farm  machinery 
Promoting  sales  of  heavy  machines 


Sales  training 

Better   sales   methods  for  grocers 

Sales   training  for  Jewell   field  men 

Tiaining  for  Kraft  salesmen 

Training  for  grocers 

How  to  improve  salesmanship 

Training  fci   N.  3.  C.  field  men 

Pillsbury 's  Best  means  better  pastry 

Soles  tips  for  grocery  clerks 

Tells  the  consumer  about  cane  sugar 

Training  films  for  depi.  store  clerks 
About  new  curtain  styles 
About    Joems   pioduction   methods 
How  to  sell  Korostan  rugs 
QuaUlies  of  Kindel  furniture 
Shows  Mohawk  rug  patterns 
Mattress  sales  tips  for  retail  clerks 

Merits  cf  C  P  gas  ranges 

Promoting    'Xarro"    poultry    feed 

Training  for  Airtemp  retailers 
Training  for  Evans  dealers 
Qualities   of  F-M   heaters 
Training  Ruud  salesmen 
Convenience  of  Stokol  heoler 
Training  for  the    floor  man 
Factual  info,  about  Williams 

Promoting    new   memberships 
N.  H.  M.  service  principles 

Safety  in  the  plant  and  on  the  road 
PubUc   relations  film 

InstrucUcn  for  lumber  dealers 

Product  education  films 
Training  for  Libby  salesmen 
Presents   merchandising  campaigns 
Belter  production  of  skinless  franks 


[21] 


How      Business      Uses      the      Sound      S  I  i  d  e  f  i  I  m  -  3 


Soles  Training 


METALS 

Toledo  Sleel   Products  Co. 
PACKAGING 

Dixie-Vortex  Co. 
PAINT.  VARNISH,   WAX 

Olidden  Co. 

Murphy  Varnish   Co. 

National  Chemical  &  Mfg..  Co. 

Simoniz  Co. 

Walpomur  Co. 
PETROLEUM 

Chelc-Chart  Co. 

Cities   Service   Co. 

Conoco  Co. 

DeVilbiss   Co. 
'Illinois    Farm    Supply   Co. 

Jenny  Manufacturing  Co. 

Pure   Oil  Co. 

Richfield   Oil  Co. 

Shell  Petroleum  Co. 

Shell  Union  Oil  Co. 

Sinclair  Refining  Co. 

Standard  Oil  Co.  (Indiana) 

Standard  Oil  Co.  (New  Jersey) 

Texas  Co. 

Independent  Refiners    Service 
PHOTOGRAPHY 

General    Electric    Co. 
PLUMBING  SUPPLIES 

Crane  Co. 

PRINTING.   PUBLISHING 

American   Newspaper  Pub.  Assn. 

Curtis    Publishing   Co. 

Mergenthaler   Linotype   Co. 

United  Stales  Envelope   Co. 

Whitlock    cS   Co. 
RADIO 

PhiIco  Radio  &  Television  Co. 

R-  C.  A.  Manufacturing  Co. 

Stromberg-Carlscn    Tel.    Mfg.    Co. 

Transilone   Automobile    Radio    Corp. 

Zenith    Radio   Co. 
RAILROADS 

Association  of  American  Railroads 

Atchison,  Topeka  «  Santa  Fe  R.  R. 

Chicago,  Milwaukee  &  Si.   Paul  R.  R. 

Chicago  &  Northwestern  R.  R, 

Illinois   Central    R.  R. 

Norfolk  &  Western  R.  R. 

Union  Pacific  R.  R. 
REFRIGERATING  INDUSTRIES 

Bohn  Refrigerator  Co. 

National  Ice  Advertising  Assn. 
SHOES 

E.  P.  Reed  Co. 

International   Shoe   Co. 
SOAP 

Lever    Bros. 

Proctor  &  Gamble  Co. 
TEXTILE 

BeldingHeminwayCorticelli  Co. 
L.   C.   Chase  Co. 
National  Rayon  Weavers  Assn. 
Pepperell  Mfg.   Co. 
TIRES   AND   RUBBER 

Atlas  Tire   &  Supply  Co. 
Dayton   Rubber  Co. 
Firestone  Tiie  &  Rubber  Co. 
G.  cS  J.  Tire  Co. 
Gates  Rubber  Co. 
B.  F.  Goodrich  Co. 
Goodyear  Tire   and   Rubber  Co. 
Kelly-Springfield    Tiie    Co. 
Seiberling   Rubber  Co. 
U.   S.  Rubber  Co. 
TRANSIT 

Chicago  Surface   Lines 
Pullman  Co. 
Railway   Express   Co. 


K- 


f-' 


v^ 


1^ 


i^ 


«^ 


1^ 


t^ 


i^ 


1^ 


1^ 


Selling 
Products 


1-^ 


1^ 


II 


«--' 


t^ 


1^ 


/^ 


1^ 


t^ 


Building 
Goodwill 


1^ 


t^ 


1^ 


1^ 


t^ 


1^ 


t^ 


1^ 


New  ways  to  make  profits 

Selling  manufacturers  on  Dixie  cups 

Selling  dealer  on  Glidden  products 
Sales   training  for   dealers 
Product  training  for  retail  clerks 
Better   Simoniz   merchandising 
Directed  at   consumer  sales 

Chek-Chart    service   means    profits 

Better  service  means  more  profits 

Profitable   service   tips 

Better  understanding    of   De   Vilbiss 

Marketing  oil  to  tractor  owners 

Selling  Jenny  pumps 

Employee   training  and  relations 

Profitable    service   lips 

Profitable   service  tips 

Profitable    service   tips 

Increase  business  from  tourists 

Better  service  means  more  profits 

Better  service  means  more  profits 

Better  service  means  more  profits 

Better  service  means  more  profits 

Popularizes  night  photography 
Product  training  for  dealers 

Auto  dealers  en  news  ads. 
A   presentation   for   space  buyers 
About  modern  newspaper  format 
Dramafic  envelope  selling 
Training  (or  subscription  agents 

Selling  points  of  new  Phtlco 
Music  appreciation  for  dealers 
Dealer   meetings 
Hew   to  install  the  Transitone 
Introducing  the  new  Zenith 

Promoting  travel  interest 
The  building  of  the  southwest 
Promoting  travel   interest 
Training  fcr  freight  solicitors 
Promotes    understanding    of    I,    C. 
History  of  N.  4  W.  R.  R. 
Promoting  travel   interest 

Marketing  the  Bohn  line 
Campaign   for  increased  ice  sales 

More  shoe  sales  by  better  methods 
About  workmen's  safety  shoes 

Tells    clerks    about    washobility 
Tells    clerks   about   washobility 

Training  department  store  clerks 

Training  department  store  clerks 

Training  department  store  clerks 

Training  department  store  clerks 

How  to  use  budget  plan 
How  to  promote  more  tire  sales 
Extensive  series  for  sales  training 
Training  for  retailers 
Sales  advice  for  dealer 
Training  for  lire  salesmen 
Very    diversified    program 
How  and   why  to  sell   Kelly 
Qualities  of  Seiberling   products 
Creating  dealer  enthusiasm 

Advantages  of  surface  transit 
Principles  of  Pullman  service 
Reasons   for  using   Railway   Express 


Solving  Your  Problem 
with  Slideiilms 


(Continued  jrovi  previous  page) 

Slide  Films  are  presenting  all  the 
ad\'antages  of  a  head  office  conven- 
tion more  frequently  and  efficiently, 
yet  without  the  cost  in  cash  and  lost 
■elling  time.  It  provides  opportunity 
tor  monthly  inspirational  contacts 
rather  than  yearly  contacts. 

10.  ADVERTISING  AND  MERCHANDIS- 
ING CAMPAIGNS-Hundreds  of  thous- 
ands of  dollars  are  spent  each  year  on 
elaborate  sales  and  merchandising 
portfolios  and  kits  ...  a  large  per 
cent  of  which  are  never  used  .  .  .  too 
bulky  .  .  .  hard  to  handle  .  .  .  dealers 
won't  take  time  to  see  ...  old  stuff, 
etc. 

Today  Sound-Slide  Films  are  be- 
coming more  and  more  popular  in 
overcoming  these  obstacles  as  they 
allow  your  salesmen  to  present  the 
purpose,  scope,  and  application  of 
your  advertising  and  merchandising 
activities  in  an  interesting,  quick  and 
efficient  manner.  They  can  acquaint 
your  organization  and  dealers  with 
the  thinking  behind  the  programs 
.  .  .  actually  show  the  ads  and  various 
presentation  material  in  any  size 
and  in  color  without  the  need  of 
expensive  blowups.  They  permit 
dramatization  of  your  program  and 
clearly  illustrate  the  most  effective 
ways  of  presenting  these  programs  to 
dealers. 

11.  PUTTING  ACROSS  COMPLETE  LINE 
— Every  manufacturer  producing  and 
selling  more  than  one  product  is  faced 
with  the  problem  of  getting  their 
salesmen  to  present  their  complete 
line.  It  is  again  human  nature  for 
the  salesmen  to  sell  the  product  that 
sells  the  easiest  for  him.  Many  suc- 
cessful solutions  of  this  problem  have 
been  made  with  Sound-Slide  Fihns. 
The  prospect  is  allowed  to  discover 
your  line  in  spite  of  your  salesman. 
Many  wallflower  products  have  stepp- 
ed into  profitable  stardom. 


22] 


12.  HOUSE  TO  HOUSE  SELLING— 
It  is  the  experience  of  most  manu- 
facturers in  this  field  that  the  average 
house  to  house  salesman  does  not 
stick  to  any  definite  plan  in  present- 
ing their  product.  As  most  sales  are 
made  in  the  home  it  is  difficult  for 
the  salesperson  to  visualize  the  cor- 
rect procedure  through  verbal  or 
written  instructions  alone.  Sound- 
Slide  Films  are  used  to  portray  the 
sale  step  by  step  as  it  should  be  made 


in  the  home.     A  true  pattern  of  the 

^-arious  types  of  resistence  encountered 
and  how  to  overcome  it  are  shown 
by  means  of  actual  examples.  Con- 
sumer selling  films  are  also  used  in 
this    field    which    to   a    large    degree 


(?cUe  <M-lUan>le^  o^  BUde^ilm  1^6reM. 


overcome  the  shortcomings  of  the 
salesperson  in  the  presentation  of 
yoxjT  product, 

13.  YOUH  INSTITUTIONAI  STORY— 
Presenting  the  story  of  your  com- 
pany, plant,  products,  manufacturing 
processes  and  executives  is  an  im- 
portant part  of  any  sales  presentation. 
However,  one  often  hears  .  .  .  "Who 
cares  about  the  manufacturer  .  .  . 
what  we  want  to  know  is.  what  vdll 
the  product  do  for  us?"  Quite  true 
.  .  .  but  only  yesterday  magazines, 
newspapers  and  trade  papers  were 
full  of  ads  building  confidence  with 
plant  pictures  and  other  illustrations 
and  approaches.  Today  it  is  not  the 
fashion  to  spend  your  money  adver- 
tising your  ability.  honest\*.  integrity. 
resources,  man-power,  etc..  in  paid 
white  space.  However,  the  desire  for 
this  knowledge  is  subconsciously  in 
the  minds  of  every  buyer. 

Many  manufacturers  are  depending 
solely  upon  Sound-SUde  Films  to 
tell  this  story  today  much  to  the 
chagrin  of  the  flj'-by-night.  loft  and 
sweatshop  manufactxirers. 

14.  QUALITY  VS.  PRICE— Many  suc- 
cessful Sound-Slide  Films  have  been 
developed  wdth  this  theme  as  a  back- 
ground. In  several  instances  this  price 
bugaboo  has  been  entirely  eliminated. 

15.  ONE  PRODUCT— SEVERAL  DUTER- 
ENT  MARXETS— Most  manufacturers 
find  that  it  is  more  economical  for 
one  salesman  to  cover  all  of  these 
markets.  Unfortunately,  it's  just  hu- 
man nature  for  a  salesman  to  push 
the  product  in  the  field  that  is  the 
easiest  to  sell  or  to  the  one  he  enjoys 
selling.  Several  instances  have  been 
called  to  our  attention  recently  when 
Sound-Slide  Films  on  each  specific 
market  backed  by  clever  check-up 
systems  have  developed  remarkable 
sales  increases  in  neglected  markets 
at  a  ridiculously  low  sales  cost. 

16.  IS  YOUR  PRODUCT  OR  SERVICE 
DUnCULT  TO  EXPLAIN— One  picture 
is  worth  a  thousand  words  in  the 
explanation  of  a  difficult  technical, 
mechanical  or  theoretical  operation- 
Sound-Slide  Films  are  making  the 
difficult  and  the  most  obscure  feattu-es 
clear  to  everyone.  Publishers,  ad- 
vertising agencies,  and  other  ser\ice 
organizations  are  turning  more  and 
more  to  Sound-SUde  Films  to  assist 
them  in  their  selling, 

Another  xnslaWinent  w'\\X  be  presented 
in    these  jtages  next  month. 


{Continued  from  page  19) 
script,  art  work,  animating,  and 
of  course,  handles  all  of  the  voice 
casting  and  recording  as  well  as 
the  making  of  the  prints  and 
shipping. 

RAILWAY  EXPRESS  FILMS 

♦  On  the  Wings  of  the  Morning, 
a  sound  slidefilm  feature,  was  pre- 
pared for  the  General  Sales  De- 
partment of  the  Railway  Express 
Agency,  late  in  19.38  to  spread 
information  in  regard  to  air  ex- 
press among  businessmen,  social 
societies,  and  trade  and  public 
schools. 

Each  of  the  agencys  thirteen 
district  sales  managers  covering 
the  entire  L'nited  States  is  sup- 
plied with  an  Illustravox  machine 
and  record  and  film  of  On  the 
Wings  of  the  Morning,  and  em- 
ployes everywhere  are  asked  to 
get  in  touch  with  their  district 
sales  manager  for  showings  before 
civic  clubs,  schools,  etc.  The 
district  sales  manager  arranges 
dates  and  routes  the  projector  in 
his  district  in  such  a  way  as  to 
meet  the  demands  with  the  great- 
est satisfaction  to  everybody. 

Extensive  showings  were  begun 
January  1.  1939.  In  the  first  four 
months,  the  film  was  exhibited 
-1-68  times  to  77,978  persons. 

DrXIE-VORTEX    REPORTS 

♦  The  Dixie-Vortex  Company, 
manufacturers  of  the  famed  line 
of  paper  dispenser  products,  re- 
ports to  BrsixE.ss  Screen  on  the 
use  of  their  four  Audivision-pro- 
duced  sound  slidefilms: 

'"For  showing  the  films  we  have 


about  fifty  Illustravox  and  Junior 
Model  Salesmaker  Projectors  sta- 
tioned with  each  of  our  district 
managers.  Each  district  manager 
also  has  a  set  of  the  four  films 
and  records.  They  carry  this 
equipment  with  them  constantly 
on  their  regular  trips  so  that  they 
are  prepared  to  conduct  film 
showings  whenever  the  oppor- 
tunity occurs.  In  this  way,  dur- 
ing 1938  approximately  two  thou- 
sand wholesalers"  salesmen  saw  at 
least  one  of  our  films,  and  most 
of  them  have  seen  three  or  four 
of  the  series.  Already  this  year 
approximately  one  thousand 
wholesalers"  salesmen  have  seen 
the  films  who  had  not  seen  any 
last  year,  besides  re-showings  of 
the  same  films  and  new  films  to 
about  half  of  those  wholesalers' 
salesmen  who  saw  films  last  year. 
"The  production  cost  of  our 
films  was  based  on  standard  costs 
for  producing  films  of  this  type. 
As  each  district  manager  has  a 
projector  and  set  of  films  and  re- 
cords, there  is  no  distribution  ex- 
pense, unless  the  cost  of  holding 
the  meeting  where  the  film  is 
shown  could  be  considered  a  dis- 
tribution expense.  However,  even 
this  expense  arises  very  infre- 
quently when  a  film  showing  can- 
not be  held  in  a  wholesalers"  place 
of  business,  and  it  is  necessary 
to  rent  a  hotel  room  for  a  few 
dollars  so  that  the  salesmen  may 
view  the  films.  In  still  fewer 
instances  a  more  elaborate  meet- 
ing is  held  where  refreshments 
are  served  which  we  include  as 
part  of  the  film  showing  expense." 


Inexpensive  light-weight  slidefilm  equipment  has  popularized  consumer 
showings  by  door-to-door  salesmen  in  the  field. 


Other   Leading 
Slidefilm   Users 

Aluminum    Cooking   Utensil    Co. 

American  Fork  and   Hoe  Co. 

AC  Spark  Plug  Co. 

American  Blower  Co. 

American  Petroleum  Co. 

American    Research   Foundation 

American  Stove  Co. 

Amity  Leather  Products  Co. 

Animal  Trap  Co. 

Barrett  Co. 

Best  Foods.  Inc. 

Better  Vision  Institute 

Bucyrus   Erie  Co. 

Calvert   Distillers  Co. 

Carboloy   Co. 

Carnation  Co. 

Caterpillar  Tractor  Co. 

Chocolate   Products  Co. 

Clark  Grove   Vault  Co. 

Consolidated  Edison   Co. 

Cook   Laboratories,  Inc. 

Coolerator  Co. 

Crosley  Radio  Co. 

I.   R.   Crov7der  Co. 

Crown  Slove  Works 

Dairymen's   League   Cooperative 

DeKolb    Agricultiiral   Assn. 

Ditzler    Color   Co. 

Thomas  A.  Edison,  Inc. 

E.  H.  Edward  Co. 

rinnell  Systems,  Inc. 

Fisher  Body  Co. 

Fostoric   Glass   Co. 

Fox  Furnace  Co. 

Fruit  Dispatch  Company 

Globe   American  Corp. 

Globe-Union   Battery  Co. 

Hammermill   Paper   Co. 

Hastings  Mig.  Co. 

Hays  Corp. 

Hiram    Walker    Co. 

Heme  Economics  Service 

Imperial  Paper  and  Color  Co. 

Interboro   Mutual   Indemnity    Co. 

Jewish  Charities  Assn. 

S.   C.    lohnson    Co. 

Kalamazoo    Stove    Co. 

Keystone  Lubricating  Co. 

G.  R.  Kinney  Co. 

Laundry owTiers    National    Assn. 

Lehigh  Na'vigation  Coal  Co. 

Leonard  Retrigerator  Co. 

Libbey-Owens-Ford    Co. 

Liie    Magazine 

Lincoln  Motors 

Link    Belt   Co, 

Lowe  Bros,  Co. 

McCray  Retrigerator  Co. 

McGraw-Hill   PubUshinq  Co. 

Middle   West  Service  Corp. 

i.   Miller    and    Son   Co. 

Modine  Manufacturing  Co. 

Motor   Wheel,   Inc. 

Musebeck  Shoe  Co. 

NatLonal  Cottonseed  Producers 

National  Lime  Assn. 

National  Paint  and  Chemical  Co. 

Nat   Soc.   Prev.  Blindness 

Nehi,  Inc. 

Northwestern    University 

Phihp   R.  Pork   Co. 

Pan-Amsrican   Coffee   Bur. 

Peoples  Gas  Light  and  Coke  Co. 

Phillip?   Petroleum    Co. 

Pictorial    Promotions 

Prestolite   Co, 

Public   Service    Engineering   Co. 

Rcmsey   Automotive  Accessories 

Seagram  Distillers  Corp. 

Echenley  Affiliates 

Sparton  Radio  Co. 

Scoo?   Cotton   Co. 

Stanley    Tool     Works,    Inc. 

State  Automobile  Assn.  of  Iowa 

Surface  Ccmbustion   Co. 

Thennoid    Rubber   Co. 

Todd  Company 

Toncon    Culvert  Monuiacturers 

Tube  Reducing  Co. 

United  AirUnes 

United  Cigar  Stores 

United   States  Asbestos   Co. 

Universal    Milking   Machine    Co. 

Walker  Mfg.  Co. 

Williamson  Heater  Co. 


[231 


Bttrton  Holmes 


Ma/iamcii  mdeA^ 


IS  LIFE  A  SERIES  OF  "PLLGS' 
(»l{  ARE  THERE  NEW  HORIZONS? 


WITH  SLIDEFILMS 


A  Presentation  for  Executives 
Who  Want  to  Increase  Profits 

Featuring  this  Stellar  Cast 
■k  Years  of  Film  Experience 
■k  Understanding  of  Business   Problems 
*  Scenario  Technique  &  Showmanship 
■k  Superb  Photography  &  Art  Work 
■k  Technically  Perfect  Sound  Recording 


m 


A  Phone  Call  or  Your  Company 
Letterhead  Will  Bring  . . . 

A  PERSONALIZED  STUDY 
OF  YOUR  SLIDEFILM 
OPPORTUNITIES-WITH 
NO  OBLIGATION  TO  YOU! 

Simply  Address: 


Burtnn  Hnlmes 
Films,  Inc. 

PRODUCERS  •   DISTRIBUTORS 
LABORATORY  SERVICE 

7510  North  Ashland  Avenue 

Chicago,  Illinois 

Telephone  ROCers  Park  5056 


FROM  A  SCRIPT  WRITERS  JOURNAL 


•  It  is  natural  that  I  Ix'licvc  tlu-  writer's 
work  is  all-important  in  the  creation  of  a 
commercial  film.  If  I  were  a  director  or  a 
film  editor,  I  suppose  it  would  be  natural  for 
me  to  consider  such  work  as  central.  But 
having  functioned  both  as  a  director  and  as 
an  editor,  I  am  certain  that  the  writer  is  the 
main  cog  in  the  wheel. 

It  is  the  directors  function  to  see  that  the 
camera  angle  is  properly  set;  and  that  what 
fakes  place  within  the  camera  frame  carries 
conviction.  This  latter  he  achieves  by  having 
his  material  and  performers  as  natural  and  as 
convincing  as  life  itself. 

It  is  the  editor's  task  to  organize  the 
lengths  of  separate  film  .strips  in  such  a  way 
that  the  completed  film  carries  a  cumulative 
impact. 

Both  the  director  and  the  editor  are  cap- 
able of  making  or  ruining  a  film;  but  their 
work  is  secondary  to  that  of  the  writer's. 
For  it  is  his  task  to  make  the  film  "sa.y 
something."  If  the  film  says  nothing,  no 
amount  of  expert  direction  or  editing  will 
hold  an  audience. 

To  make  a  film  "say  something"  is  no  easy 
task.  The  writer  must  be  the  master  of  a 
specific  kind  of  technique.  He  must  be  able, 
that  is.  not  merely  to  tell  a  story  but  to  tell 
a  storj'  by  means  of  a  series  of  conflicts.  In 
other  words,  his  story  is  not  narrated  but 
dramatized.  This  is  a  crucial  point.  It  is  a 
point  that  the  commercial  film  writer  has  all 
too  frequently  neglected.  He  is  in  the  habit 
of  telling  his  story  rather  than  fashioning 
it  into  a  drama.  But  Industry  is  dynamic. 
Its  very  nature  demands  forceful  ])resenta- 
tion.  Narration  is  incapable  of  this.  The 
dramatic  pattern  alone  can  successfully  con- 
vey the  Industrial  surge  and  flow. 

A  commercial  film — granted  that  it  is  well 
directed  and  edited — is  no  better  than  the 
drama  it  has  to  unfold.  If  the  writer  is  a 
master  of  the  art  of  drama,  that  is,  of  the 
art  of  conflict,  the  film  will  attract  attention. 
This  is  true  whether  the  film  is  made  for 
educational,  selling,  or  good-will  purposes. 
The  point  is  simply  this:  it  is  easier  to  reach 
an  audience  through  the  emotions  than 
through  the  intellect. 

But  a  story  is  conditioned  by  its  interpre- 
tation. Through  his  han<lling  of  the  actors 
or  the  material  a  director  may  achieve  one 
sort  of  interijretation.  Still  another  inter- 
pretation may  be  obtained  by  the  editor  in 
his  use  of  the  film  strips.  Both  interpreta- 
tions may  be  at  quite  a  variance  with  the 
writer's  original  intent. 

The  ideal  situation  for  the  commercial  film 
writer  is  one  in  which  he  not  only  organizes 
his  material  into  a  dramatic  story,  but  directs 
and  edits  it  as  vmW.  In  this  way  the  qualities 
in  the  original  story  are  not  lost  through  mis- 
interpretation on  the  parts  of  the  director 
and  the  editor.  Of  course  this  presupposes 
knowledge  on  the  part  of  the  writer  of  direct- 


ing and  editing  techniques.  But  there  is 
little  question  that  a  film  carried  through 
by  one  person  in  the  form  of  writer-director- 
editor  is  a  much  more  tightly  knit  and  or- 
ganic piece  of  work. 

Keeping  Up  With  The  Times 
It  is  very  necessary  for  the  commercial  film 
writer  to  be  aware  of  interest  trends.  Indeed, 
if  he  can  keep  a  step  ahead  of  them,  he  is 
even  better  off.  For  his  writing  will  then 
have  freshness  and  novelty  to  it.  and  these 
are  elements  indispensable  to  good  writing. 
Unfortunately,  however,  the  commercial  film 
writer  has  in  the  main  so  far  neglected  con- 
temporary interest  trends.  This  is  most  evi- 
dent in  the  slavish  fashion  in  which  he  imi- 
tates Hollywood  patterns.  The  commercial 
film  writer  is  in  a  position  to  give  lessons  to 
Hollywood.  To  do  so,  though,  he  must  first 
recognize  what  is  happening  in  the  world  and 
his  place  in  it. 

Present  day  trends  are  unniistakalily  to- 
ward reality.  The  world  of  make-believe  and 
romance  is  fast  disappearing,  though  Holly- 
wood may  not  know  it.  Today  more  than 
ever  before  people  are  interested  in  what  is 
going  on  around  them.  They  want  to  know 
all  about  the  scientific,  fast  moving  world  in 
which  they  live.  They  want  to  know  why 
the  world  is  in  turmoil,  how  it  got  that  way, 
where  it  is  going.  Living  in  an  age  of  rapid 
transitions,  they  want  to  see  the  processes 
as  they  actually  occur. 

That  this  is  true  is  apparent  from  their 
interests.  What  arc  people  reading.*  Book  titles 
reveal  that  sales  in  books  dealing  with  science, 
sociology  and  history  double  and  triple  those 
dealing  with  fiction.  Among  magazines 
with  the  greatest  circulation  are  Lije,  Look, 
Pic — those  showing  pictures  of  contemporary 
happenings.  In  the  theatre  a  new  form  has 
emerged — the  Living  Newspaper.  This  is 
nothing  more  than  a  dramatization  of  actual 
events  now  holding  the  public  eye.  In  the 
world  of  films  this  concern  w-ith  reality  re- 
veals itself  in  such  "real  life"  forms  as  The 
March  of  Time. 

Wherever  we  look  we  see  man  turning  now 
as  never  before  to  examine  the  life  around 
him.  It  is  not  purely  by  chance  that  we 
have  World  Fairs  at  either  side  of  our  vast 
continent. 

The  Heart  Op  The  Nation 
With  interest  trends  definitely  pointed  to- 
ward reality,  toward  life  itself,  the  commercial 
film  writer  .should  find  himself  doing  .some  of 
the  most  exciting  film  writing  of  the  day. 
For  Industry  does  not  exist  in  a  vacuum. 
Rather  it  is  the  very  warp  and  woof  of  mod- 
ern life.  The  nation  has  grown  and  develo)ied 
as  its  industries  have  grown  and  developed. 
Industrial  America  is  America.  The  story  of 
coal,  of  steel,  of  aviation,  of  power,  of  news- 
papers, of  lumber,  of  the  railroads — of  all  the 
multifarious  industries  that  make  up  this 
vast  countrv  is  the  storv  of  modern  life  itself. 


[24] 


Industry  is  not  an  abstract  thing.  It  depends 
for  its  existence  on  the  men  and  women  who 
make  the  wheels  go  round.  These  people  in 
turn  depend  upon  it  for  their  livelihood.  Botli 
form  a  living  entity.  This  entity  is  the 
heart  of  America.  There  is  not  a  part  of  it 
that  does  not  offer  the  commercial  film 
writer  a  rich  store  of  material. 

GovERXiiEXT  Film  Trends 

Both  Industry  and  government  face  the 
same  film  problems:  to  sell  themselves 
through  it  to  the  people.  Of  the  two.  govern- 
ment has  much  the  harder  task.  It  is  not 
merely  that  it  is  more  in  the  public  eye.  Its 
funds  for  such  purposes  are  definitely  less 
than  those  available  to  private  industry.  Nor 
are  its  technicians  more  competent.  But 
government  films — or  film  writers — have  re- 
cognized what  commercial  films  so  far  have 
missed:   interest  trends. 

A  few  years  ago  the  government  film  de- 
partment was  making  the  kinds  of  films 
usually  found  in  the  commercial  film  field 
today.  These  would  deal  with  material  as 
though  it  existed  in  and  for  itself.  There 
was  no  apparent  relationship  between  it  and 
everyday  life.  -  With  The  Plough  That  Broke 
The  Plains  and  The  River  there  is  a  decided 
difference.  Both  of  these  films  recognize  that 
today  man  is  primarily  interested  in  the  real 
world  in  which  he  lives.  So  these  films  deal 
with  important,  basic  problems  of  contem- 
porary life.  And  they  do  so  realistically. 
They  are  not  fiction  nor  romance.    Yet  they 


are  good  dramas,  capable  of  fascinating  an 
audience.  And  this  is  the  final  test  of  all 
films. 

With  the  resources  at  its  disposal  the  com- 
mercial film  should  today  be  not  only  in  ad- 
vance of  government  films  but  also  in  advance 
of  Hollywood  films,  which  are  hemmed  in  by 
a  tradition  of  hokum  that  has  given  them 
box-office  sickness  almost  continuously  these 
past  few  years. 

The  Story's  The  Thing 

The  trend  toward  Hollywood  in  the  com- 
mercial film  reveals  a  basic  story  weakness. 
No  commercial  writer  should  fear  the  use  of 
workers  in  place  of  high  priced  actors  for 
his  performers.  If  he  does,  he  overlooks  the 
strength  of  a  well  written  story.  Place  any 
Hollywood  actor  in  the  roles  performed  by  a 
Paul  ^luni  or  a  Spencer  Tracy  and  you  would 
get  a  fairly  adequate  performance.  But  place 
even  a  Muni  or  a  Tracy  in  most  typical 
Hollywood  roles  and  you  would  get  a  weak 
performance.    A  good  story  is  basic. 

With  a  good  story  the  employees  of  an  in- 
dustry would  be  definitely  an  asset  as  talent. 
Their  very  naturalness  gives  them  warmth 
and  appeal  seldom  captured  by  the  profes- 
sional actor.  They  are  more  likely  to  produce 
moments  of  unconscious  humor.  If  the  Eng- 
lish Documentary  films  have  taught  us  any- 
thing, it  is  that  with  the  proper  handling 
most  workers  are  natural  actors. 

Of  course  certain  films  must  of  necessity 
use    professionally  trained  actors.      A    story 


that  stresses  character  actions  must  use  per- 
sons capable  of  revealing  the  inner  emotional 
states  that  produce  dramatic  effects.  In  such 
instances  it  would  be  wiser  for  the  commer- 
cial film  producer  to  secure  competent  actors. 

Where  Industry's  greatest  strength  lies  the 
commercial  film  writer  has  failed  to  tread. 
The  commercial  film  should  spring  out  of  and 
deal  with  Industry  itself.  There  is  not  a 
phase  of  Industry  in  this  country  that  doesn't 
have  a  infinite  number  of  stories  to  tell  about 
itself.  These  stories  have  nothing  to  do  with 
Hollywood  and  its  slick  technique.  They  are 
stories  that  have  as  performers  the  workers 
themselves,  the  people  who  make  the  wheels 
go  round.  They  arc  stories  that  fit  in  with  and 
have  an  infinite  number  of  stories  to  tell  about 
current  interest  trends.  They  are  stories 
that  open  up  to  observation  the  wheels  that 
make  America  the  modern  Industrial  giant 
it  is  to  the  people  who  want  to  know  more 
about  the  inside  workings  of  this  giant. 

Entertainment  has  many  forms.  Today 
the  most  gratifying  form  of  entertainment 
has  a  realistic  base. 

The  commercial  film  writer  finds  himself 
today  in  an  enviable  position.  Trends  indi- 
cate that  the  people  are  interested  in  pre- 
cisely the  material  he  has  at  his  dispo.sal. 
Vistas  open  before  him  in  the  experimental 
field.  If  the  American  film  is  to  reach  a  new 
and  higher  level  of  development,  it  lies  within 
the  scope  of  the  commercial  film  writer  to 
hasten  its  fruition. 

— r.  c.  ROBixsoy 


)jECTOR 


.^^^::i:^S^^ 


-\otve* 


^^^s\ce. 


t2i^M^i£S^(m/tyi£m^OH^^ 


yOLU  next  film  prodiiciion  will  be  as  good  as  a 
competent  producer  and  perfect  projection  can 
make  it.  After  assuring  yourself  of  a  suitable  film 
story,  the  problem  of  telling  the  ^tor>'  to  a  multi- 
tude of  audiences  is  of  prime  importance.  So  that 
its  customers  may  enjoy  an  a-^sured  film  success,  a 
farseeing  Policy  of  Service  was  inaugurated  by 
De\  n^  to  offer  helpful  counsel  and  advice  on  pro- 
duction and  distribution  questions  so  that  the  ulti- 
mate screen  ston'  might  achieve  the  full  benefit 
of  the  superb  theatrical  presentations  afforded 
by  De\  ry  projection  and  service. 

A  FEU'  PROMI.VE.NT  I  SERS 
OF  DeVRV  SERVICES 

Ford  MolorCo. 
International  Hanester 


THEDe\KY  "INTERPRETEK"  16  MM. 
SOITSD  MOTIO.X  PKTiRE  PROJECIOK 

Incorporates  Exclusive  DeVr>-  Features 
That  Assure  Non-Stop  Performance 

1.  AITOMATIC  LOOP  ADJl  STER 

2.  Dl  AL  EXCITER  LAMPS 

3.  SY.XCHROMATIC  THREADING 
Pius  .   .   .  dual  sound   stabilizer   for  unsur- 
passed  sound   and   filmglide   mechanism   to 

prolong  film  life. 


Caterpillar  Tractor  Co. 
Firestone  Tire  & 

Rubber  Co. 
Standard  Oil  Co. 
B.  F.  Goodrich  Co. 
Allis-Chalmers  Co. 
Pure  Oil  Co. 
Bdl  Telephone  Co. 


Coodi'ear  Tire  & 

Rubber  Co. 
American  Steel  and  V 
Armstrong  Cork  Co. 
Cunard  Line 
Dollar  Line 
Marshall  Field  &  Co. 
H.  J.  Heinz  Co. 
Minneapolis  Moline 
Imp.  Co. 

and  Many  Othen 


WRITE  FOR   THIS  FREE  BOOKLET: 

GLORIFY  YOIR  PRODUCT  ...  A  valuable  free 
booklet  on  industrial  films.  Reveals  how  aggressive 
business  firms  are  definitely  increasing  their  sales 
through  the  medium  of  talking  motion  pictures. 


DeVRY  CORPORATION 

(Eatab.  1913) 
Factory  and  Main  Ollicca 

nil  ARMrrAGE  aye.,  CHICAGO.  ILLINOIS 

MEW  YORX  HOLLYWOOD 


[25] 


^«rf  protection 

""^  n  DESERVES 


Specify 


SLIDEFILM 
PROJECTORS 


QUALITY    EQUIPMENT    WITH 
Tl M  E -  PROVED     ADVANTAGES 

You  want  clear  pictures.  You  want  your  captions  sharp, 
and  easy  to  read.  You  want  accurate  colors.  SVE  Slidetilm 
Projectors  give  you  all  of  these.  They  also  have  important 
safety  features.  A  patented  heat-absorbing  filter  reduces 
heat  at  the  aperture  to  the  minimum.  A  special  releasing 
mechanism  moves  the  rear  aperture  glass  back  automati- 
cally when  the  film  is  turned  from  one  frame  to  the  next. 
SVE  Projectors  are  made  in  many  styles,  including  the 
popular  Tri-Purpose  unit  which  shows  2"  x  2"  glass  slides 
as  well  as  single  and  double  frame  film  strips.  For  perfect 
showings  and  full  protection  of  your  film,  specify  SVE  Pro- 
jectors in  your  sound  units.  SVE  Projectors  are  sold  by  all 
leading  producer-dealers  and  form  an  important  part  of 
all  leading  sound  slidefilm  apparatus. 

II>«V«»  for  "HoBi-  Tn  SItnti-  #/".' 

Send  today  for  descriptive  literature  on  SVE  Slidefilm 
Projectors  and  the  many  ways  in  which  they  are  being 
used  in  industry. 


SOCI€T!J     fOR    VISUAL    €DUCflTIOn.     IRC. 


lOO     €flST   OHIO    STR€€T 


CHICAGO  '  ILLinOIS 


CAMERA   ^ye 

(Cojitinued  jrom  page  9) 

use  of  strip  and  sheet  steel  and 
tin  plate,  including  sequences  in 
color,  and  a  four-reel  film  of  the 
numufacture  and  use  of  wire  rope 
and  strand,  will  be  provided  in 
both  35-millimetcr  and  16-milli- 
meter width  for  controlled  circu- 
lation to  technical  societies,  engi- 
neering groups  and  other  interest- 
ed audiences  throughout  the 
country. 

Among  others  in  a  round  dozen 
of  new  pictures  completed  are 
four  single-reel  subjects  for  du- 
Pont  "Zerone"  made  in  coopera- 
tion with  Batten,  Barton,  Durs- 
tine  &  Osborn:  the  highlj'  tech- 
nical film  Coramine.  for  Ciba 
Pharmaceutical  Products.  Inc., 
and  the  medical  profession; 
Mr.  X  Finds  a  New  Voice, 
for  .American  Telephone  &  Tele- 
graph Co.:  Lije  Begins  Again,  a 
ilramatic  film  for  the  Western 
Electric  Co.,  also  a  new  vacuum- 
tube  film  for  Western  Electric:  a 
new  film  in  Technicolor  for 
Alexander  Smith  &  Sons  Carpet 
Co.;  a  satirical  sales  film  for  The 
New  Yorker  Magazine,  and  a  new 
series  of  Televisuals.  registered 
as  a  trade-name  to  describe  a  new 
type  of  commercial  films  to  be 
used  for  television  purposes 
through  leading  department 
stores. 

Republic  film  in  third  year 

*  Over  the  past  three  years  one 
of  the  most  popular  industrial 
sound  motion  pictures  has  been 
Republic  Steel  Corporation's  four 
reel  film  entitled  Enduro,  the 
Magic  Metal  of  Ten  Thousand 
Uses. 

The  film  is  considered  to  be 
an  excellent,  authoritative  and 
interesting  story  of  the  develop- 
ment and  use  of  stainless  steel 
alloys.  The  subject  is  unfolded 
in  three  sections — (1)  the  manu- 
facture. (2)  fabrication,  including 
sections  on  welding,  soldering, 
brazing,  polishing,  drawing,  forg- 
ing, forming,  griniliug,  nuiehining, 
riviting,  rolling  and  spinning;  (3) 
applications  in  leading  industries 
featuring  sequences  on  .\viation. 
Brewing.  Distilling.  Building, 
Canning,  Chemical.  Food.  Hospi- 
tal. Hotel,  Club,  Restaurant, 
Ice  Cream,  Foundry,  Marine. 
]Meat.  Medical.  Milk.  Refrigera- 
tion, Sheet  ^letal.  Textile  and  re- 
lated groups. 

Running  time  of  this  picture  is 
45  minutes.  To  arrange  for  show- 
ings write  to  the  Sales  Develop- 


ment and  Coordination  Division, 
Republic  Steel  Corporation.  Re- 
public Building.  Cleveland,  Ohio. 

Castle  produces  for  Lily  Mills 

(pictures  on  page  nine) 

♦  E.\CH  YEAR  Castle  Films'  Com- 
mercial Department  distributes 
seven  or  eight  films  which  it  has 
produced  for  clients  who  are  aim- 
ing at  school  distribution.  The 
Castle  organization  lists  thou- 
sands of  schools  owning  projec- 
tion equipment  and  these  are 
solicited  by  direct  mail  several 
times  each  year.  No  other  dis- 
tribution agencies  are  used. 
Through  this  arrangement  the 
client  knows  in  advance  by  at 
least  two  weeks  where  showings 
will  be  made  and  in  some  cases 
can  arrange  for  a  representative 
to  back  up  the  film  showing  with 
a  talk  or  distribution  of  samples. 
The  client  also  receives  reports 
on  attendance  from  the  school 
through  the  Castle  organization. 

A  recent  example  of  the  way 
this  system  operates  is  the  film 
produced  for  Lily  Mills  Co., 
makers  of  sewing  thread,  who 
wanted  a  film  to  be  shon-n  to 
Home  Economics  classes  and  Par- 
ent Teacher  Associations  in 
schools  throughout  the  nation. 
Castle  produced  the  film  and  re- 
leased it  early  in  October;  solici- 
tations for  bookings  were  made 
at  the  same  time.  Each  day  Lily 
receives  notices  of  advance  book- 
ings and  arranges  for  samples  of 
their  thread  and  promotional  lit- 
erature to  be  distributed  with 
each  showing. 

IPVs  "Keeping  in  Touch" 

♦  The  first  movie  on  a  Graphic 
Arts  subject  to  be  produced  in 
sound  and  in  color  was  released 
last  month  by  International 
Printing  Ink  for  premiere  show- 
ings at  the  national  conventions 
of  the  Printing  House  Craftsmen 
and  the  LTnited  Typothethae  of 
America. 

This  film  Keeping  in  Touch, 
shows  the  role  of  printing  ink  as 
a  factor  in  modern  life.  It  in- 
dicates the  necessity  for  ink 
maker  and  printer  alike  to  keep 
in  touch  with  research  which  is 
creating  developments  that  are 
revolutionizing  the  Graphic  .\rts. 

Keeping  in  Touch  shows  how 
ink  manufacturing  has  become  a 
highly  complex  and  specialized 
business.  The  introduction  of  re- 
search has  brought  hundreds  of 
new  materials  to  this  field  along 
with  modern  equiiimeut  and  new 
production  techniques. 


[26] 


PREVUE  NOTES  (^  (l^^*ti  (leUcue^ 


♦  West  Coast  Sound  Studios,  Inc., 
New  York  City,  has  produced  in 
collaboration  with  William  Esty 
&  Company.  Camel  Agency,  a 
series  of  motion  picture  adver- 
tising shorts  in  Technicolor.  Each 
production  features  an  athletic 
star.  Included  in  the  current  list 
of  releases  are  Dorothy  Lewis. 
champion  figure  skater:  Ted 
Allen,  horseshoe  pitcher;  Pete 
De.sjardins,  Olympic  fancy  diving 
star:  and  Bernard  Grimes,  table 
tennis  celebrity,  Graham  Mc- 
Namee  voiced  the  narration. 
These  films  are  being  shown  in 
motion  picture  theatres  through- 
out the  country  beginning  the 
week  of  November  1.  They  rep- 
resent the  first  large  scale  movie 
campaign  for  a  cigarette.  The 
entertainment  feature  of  the 
shorts  has  been  dramatically  tied 
in  with  Camels"  current  advertis- 
ing running  in  magazines,  news- 
papers, radio  and  outdoor  on  the 
five  extra  smokes  per  pack  theme. 

£s«o  Film  in  Color 

♦  A  new  Esso  (Standard  Oil  of 
New  Jersey)  moving  picture. 
Friction  Fighters,  has  been  com- 
pleted and  will  be  shown  to  Esso 
Dealers  starting  this  month. 
Produced  on  Kodachrome  16  mm. 
film  with  synchronous  sound,  it 
is  the  first  Esso  ^larketers  full- 
color  motion  picture. 

Friction  Fighters  tells  the  stor.v 
of  the  years  of  scientific  research 
leading  to  the  discovery  of  Esso 
Motor  Oil.  It  is  designed  to  ex- 
plain how  and  why  various  motor 
oils  of  the  same  S.\E  grade  differ 
and  why  some  oils  give  better 
performance  than  others. 

The  presentation  of  the  infor- 
mation in  Friction  Fighters  is  so 
carefully  and  skilfully  done  that 
the  new  picture  is  as  interesting 
as   Safari    on    Wheels. 


♦  Something  rather  out  of  the 
ordinary  among  industrial  films 
is  forecast  for  this  winter's  .show- 
ings by  International  Harvester 
dealers  when  that  organization 
will  present,  among  other  program 
features,  a  two-reel  comedy  called 
Helpful  Henry  produced  by 
Dowling  and  Brownell  in  Holly- 
wood. 

That  the  short  comedy  has 
long  been  staple  fare  in  regular 
motion  picture  theatres  is  well 
known  throughout  the  trade,  but 
it  is  said  that  this  current  indus- 
trial film  is  among  the  few  out- 
and-out  comedies  to  be  issued, 
with  a  very  minimum  of  adver- 
tising displayed  in  the  picture  by 
its  sponsor. 

As  a  matter  of  fact,  in  this 
dialogue  comedy,  enacted  by  a 
Hollywood  cast,  there  is  no  men- 
tion of  the  company  or  its  prod- 
ucts, and  only  such  items  of 
equipment  have  been  shown  as 
happen  to  fit  logically  as  atmos- 
phere in  a  few  scenes  of  the 
twenty-minute  picture. 

The  comedy,  centering  around 
the  exploits  of  a  city  chap  who 
visits  on  the  farm,  features 
Dennis  Moore,  Pauline  Haddon, 
Ben  Alexander,  Henry  Rocque- 
more,  James  Kelso,  and  ^Martin 
Sais,  aided  by  such  barnyard  at- 
mosphere as  squealing  pigs, 
chickens,  goats,  mules  and  other 
farm  animals.  The  picture  was 
directed  by  William  Watson,  for- 
mer Christie  Comedy  ace  director. 

This  release  is  scheduled  as  part 
of  the  annual  power-farming 
entertainments  which  are  staged 
by  International  Harvester  deal- 
ers throughout  the  country  main- 
ly during  the  winter  months,  and 
for  general  non-theatrical  show- 
ings, along  with  other  company 
films  which  are  more  directly  edu- 
cational   in  their  appeal. 


Why  Not  an  Educational  Trade  Show? 


♦  For  some  months  Business 
ScREE.v  editors  have  discussed 
the  feasibility  of  a  first  annual 
trade  show  for  the  commer- 
cial film  industry.  The  need 
for  such  an  exposition  now 
appears  to  be  best  answered 
by  a  program  which  would 
combine  educational  demon- 
strations of  all  types  of  visual 
media  with  semi-technical  ex- 
hibits  of   equipment. 


Such  a  show  would  be  en- 
thusiastically received  by  edu- 
cators as  well  as  business  users 
of  the  film  medium.  Special 
panels  of  film  discussions  would 
be  arranged  for  each  field  and 
if  such  an  exhibition  conld  be 
made  sufficiently  portable,  it 
might  be  sent  into  every  edu- 
cational center  in  the  country 
reaching  into  larger  audiences 
with  a  minimum  of  expense. 


ALWAYS   FIRST  to 

ACHIEVE    THESE    MAJOR 
16MM     ADVANCEMENTS 

ItIODEL  40C,  designed  parficularly  for  Industrial 
and  sales  work,  combines  the  greatest  economy, 
easiest  portability,  finest  sound  and  picture  clarity, 
and  trouble-free  operation  ever  produced  in  I6MM 
Sound   Motion   Picture   Equipment. 

This  one  projector  serves  both  conference  table  or 
large  auditorium  requirements — as  well  as  both  Silent 
and  Sound  Films.  And  only  VICTOR  has  absolute 
Film-Protection,  and  many  other  advanced  features. 

Model  40C  complete,  ready  to  operate  priced  at 
$275.00.  Write  today  for  the  new  VICTOR  Catalog 
and  latest  business  applications. 

VICTOR 

ANIMATOGRAPH 

CORPORATION 

DEPT.    E-1     DAVENPORT,    IOWA 

DISTRIBUTORS       THROUGHOUT       THE       WORLD 


MATCHED 
ATTACHMENTS 


TURNTABLE 

A  Record  Tufnlable  fo  en- 
hance your  sound  or  silent 
pictures  with  entertaining 
music  either  before,  or  dur- 
ing your  show.  Plug  in  ar- 
rangement, 

f  MICROPHONE 
A  Public  Address 
System  by  plugging 
in  a  microphone  for 
announcements, 
lectures,  outside 
entertainments,  etc. 
Other  VICTOR 
Matched  Equipment  in. 
eludes  plug-ins  of  multiple 
speakers,  amplifiers,  radio 
and   recording   units. 


[27j 


Let's 

SELL 

with  a 

SMILE! 


From    "Helpful   Heniy'     produced    ior 
International    Harvester   Company. 


A  belly  laugh  never  hurt  anybody — 
and  a  motion  picture  which  has  some 
good  clean  hin  will  entertain — AND 
SELL. 

So  let's  give  a  thought  to  making 
more  industrial  films  which  are  good 
human  comedies  —  not  overburdened 
by  pickle-puss  remarks. 

And  let's  have  them  made  by  Dowl- 
ing  and  Brownell,  out  in  Hollywood, 
who  are  specialists  in  the  real  class 
pictures  of  the  business  world. 

DOWLING  and  BROWNELL 


6625  Romaine  Street 


Hollywood,  California 


100%     READERSHIP 


CINECOLOR 


16  mm 


Right  now  CINECOLOR  can  deliver  16  mm  reduction 
prints  from  35  mm  negative  that  have  not  been 
equalled  by  any  other  color  processor. 

This  is  what  CINECOLOR  offers  in  16  mm  prints: 

1.  Sound  as  good  as  black  and  white  —  the  supreme 
achievement  in  making  a  16  mm  color  print  or  reduction. 
Same  volume,  some  clarity,  same  at  high  frequencies  as 
black  and  white.  Fader  set  at  same  level. 

2.  Quality  some  as  standard    CINECOLOR. 

3.  Uniformity  of  prints  guaranteed — only  CINECOLOR'S 
exclusive  patented  process  makes  this  guarantee  possible. 

4.  Prints  of  this  quality  never  before  offered  at  our  price. 


CINECOLOR   IS  THE   BEST  BUV  IP   tOlOR 

2800      SOUTH      OLIVt      AVtNUE,      BURBANK,      CALIFORNIA 


(Cotitniiicd  jrdDi   page  11) 

viewed  it.  iniistlj'  women  and 
school  children  and  there  is  no 
sign  of  abating  interest,  as  all 
availalile  prints  arc  booked  solid- 
ly now  for  U  months  in  advance. 
Has  the  "100  per  cent  reader- 
ship" ciuality  which  is  claimed 
for  motion  pictnres  as  an  adver- 
tising medium  manifested  itself 
in  actual  results  produced  up  to 
date?  Read  a  few  quotations 
from  the  thousands  of  letters  re- 
ceived from  exhibitors: 
"Your  film  Magic  Caves  was 
well  appreciated  by  the  High 
School  classes  that  saw  it — about 
225  in  number.  The  night  pre- 
vious the  teachers  were  at  the 
house  for  a  preview  of  the  film 
and  I  asked  in  several  grocery 
store  owners  to  see  it  as  I  thought 
that  they  would  be  interested; 
and  all  expressed  their  apprecia- 
tion for  such  a  film.  One  of  them 
put  out  a  special  display  the  next 
day  on  Roquefort  Association. 
The  teacher  in  Domestic  Science 
had  the  students  prepare  several 
of  the  suggested  ways  of  serving 
Roquefort  Cheese." 
"Magic  Caves  was  received  by 
our  student  body  with  great  in- 
terest and  enthusiasm.  A  check 
was  made  to  ascertain  observa- 
tion points  which  resulted  in  two 
outstanding  features,  the  first 
was  the  shepherd's  call,  and 
second  the  processing  of  the 
Roquefort." 

"The  men  comprising  our  audi- 
ence enjoyed  this  film  very  much. 
The  story  of  the  manufacturing 
process  was  well  worked  out.  the 
scenic  views  were  well  selected, 
and  the  narration  was  above 
average  for  industrial  films.  .\l)Out 
100  members  of  this  organization 
saw  the  picture,  which  was  shown 
last  night." 

*         *         * 

Considering  the  relatively  small 
amount  of  money  spent  in  pro- 
ducing and  distributing  this  film. 
I  doubt  if  I  ever  have  witnessed 
a  more  specifically  profitable  use 
of  advertising  dollars. 

Motion  picture  advertising,  of 
course,  embraces  a  wide  variety 
of  films.  Theatre  distribution  can 
be  effectively  purchased  today  for 
shorter  subjects  (generally  one  to 
three  minutes)  on  a  basis  approx- 
imating newspaper  advertising  in 
size  of  cireidation  and  cost — hut 
again  with  the  advantage  of  buy- 
in;;  10(1  |irr  cent  readership,  as 
(.|ipiisi(l  t(i  llie  usual  1  i^er  cent 
to  7.5  per  cent  readershio  which 
newspaper  advertising  affords. 


^-^^ 


Other  Aidik.nce  Letter.s  .\nd 
Comment  On  "M.\gic  C.wes" 

•  "Your  film  Magic  Caves  was 
greeted  with  a  lot  of  enthusiasm 
and  I  am  sure  that  all  the  mem- 
bers who  were  here  felt  that  their 
time  was  well  spent.  There  were 
approximately  75  persons  in  the 
audience  which  saw  the  film." 

•  "I  should  like  to  have  about  a 
dozen  of  the  brochures  to  supply 
each  reading  room  or  camp  li- 
brary of  the  camps  that  I  servetl 
to  whom  the  picture  was  shown 
for  further  investigation  and  to 
provide  opportunity  for  further 
study  to  those  students  in  our 
camps  particularly  interested  in 
the  subject.  The  film  was  shown, 
together  with  a  lecture,  to  1400 
CCC  enrollees  of  junior — or  IS 
to  23  years — age  and  to  200 
Veteran  enrollees  of  World  War 
service  age.  The  reception  of 
the  picture  everywhere  was  most 
pleasing  and  a  number  of  com- 
ments were  made  regarding  their 
delight  in  having  seen  the  film." 

•  "We  had  two  showings  of  the 
film  Magic  Caves.  The  first  was 
to  our  two  hundred  elementary 
and  junior  high  school  children; 
the  second  to  a  PT.\  group  of 
about  75  people.  The  film  was 
very  well  received.  Personally, 
I  was  much  interested  for  the 
procedure  in  manufacturing  was 
quite  a  revelation  to  me." 

•  "After  the  showing  there  was 
quite  a  little  discussion  of  the 
picture  and  many  of  the  chiklren 
spoke  about  eating  the  cheese  and 
many  expressed  a  desire  to  have 
their  mothers  purchase  some  so 
they  could  try  it.  These  pictures 
do  make  a  vivid  impression  and 
I  feel  sure  that  several  mothers 
had  to  add  Roquefort  cheese  to 
their  grocery  list." 

"The  little  booklets  make  excel- 
lent souvenirs  as  a  reminder  of 
the  film  to  which  52  stu<lents 
gave  their  undivided  attention — 
as  proved  by  the  lively  discussion 
M'hieh  followed." 

"I  doubt  if  any  |)hase  of  our  eur- 
rleulum  did  not  profit  from  the 
experience  of  seeing  the  film." 


28 


♦  Business  Screex  fditors  who 
viewed  a  Cinecolor  print  of  Hills 
Brothers  (coffee)  sound  movie. 
Behind  the  Cup,  in  a  recent  Mid- 
western showing  were  struck  by 
the  vast  improvement  made  in 
this  color  process  in  recent 
months.  The  severest  critic  at 
our  Midwestern  premiere  was  the 
veteran  projectionist  behind  the 
Simplexes.  His  enthusiasm  after 
a  million-odd  feet  of  sundry  color 
screenings  was  shared  by  a  small 
group  of  grocery  concern  execs 
who  attended.  We  haven't  seen 
a  print  from  the  new  4,300  copies 
order  of  the  Jam  Handy-produced 
Chevrolet  dealer  slidetihn  but  this 
certainly  seems  to  set  a  new  all- 
time  record  for  color  slideftlm 
prints. 

Our  World  Fair  Surveys 

♦  In  the  interest  of  accuracy,  the 
^\■|Jrld■s  Fair  researchers  who 
compiled  statistics  on  projector 
operation  at  \ew  York  and  San 
Francisco  ask  this  department  to 
inform  all  comers  that  the  figures 
have  been  verified  by  nearly 
every  concern  whose  equipment 
was  represented.  To  the  excep- 
tional few  who  contested  our 
figures  because  of  more  or  less 
representation  than  they  thought 
they  actually  had  we  can  safely 
say  that  every  firm  was  asked  to 
check  the  figures  before  publica- 
tion and  in  nearly  every  case 
Business  Screen's  survey  was  far 
more  accurate  and  complete  than 
their  own  records.  This  is  largely 
because  products  were  sold  to  ex- 
hibitors through  various  dealers 
and  used  out  of  the  exhibitors' 
own  stock  which  would  make  it 
practically  impossible  for  the 
screen  or  projector  manufacturer 
to  know  about   the  installation. 

Heard   in  the  field 

♦  Minneapolis  ^loline  has  been 
added  to  the  list  of  DeVry  sound 
motion  picture  equipment  u.sers 
.  .  .  Altec  is  servicing  the  .\m])ro- 
built  AVilding  equipments  .  .  . 
Mills  Novelty  Company  have  a 
new  continuous  sound  projector 
unit  that  works  like  a  charm  and 
has  so  far  stood  up  against  some 
pretty  stiff  testing.  Continuous 
sound  projection  equipment  needs 
to  be  backed  up  by  national 
servicing  .  .  .  then  it  will  be  prac- 
tical for  all  comers  in  the  depart- 
ment store  and  general  exhibit 
fields.  Manufacturers  in  every 
field  today  know  that  their  worst 
competitor  is  generall.v  their  own 
product  and  policies  .  .  .  not  the 
other  fellow.  His  success  means 
that  the  product  is  selling  and  if 


I T  T  E  C  H  N  I C  A  L 

^^      ''S™       PROJECTION     &    PRODUCTION     NEWS    &    COMMENT 


::!iiii;iiiiiiiiuu:::ii..jii::;i: 


:';a:;:i;iiiiii::iirijiiiF';iiiiiiiiiii;'ii!i;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!;iiiiiiiiiiiii:iiiiiin!!iiia^ 


yours  is  any  good  it  ought  to  be 
selling  equally  well  .  .  .  and  if 
j'our  marketing  and  merchandis- 
ing is  working  .  .  .  maybe  betterl 
In  the  projector  field  we  don't 
need  a  spirit  of  rivalry  except  to 
foster  perfection  of  the  product 
.  .  .  what  we  need  most  is  a  reali- 
zation of  the  great  and  basic  sell- 
ing job  to  be  done  in  awakening 
a  national  enthusiasm  for  the 
medium  itself.  The  educational 
field  is  another  shining  example 
of  somnambulencc  (sleep-walking 
to  ,vou)  ! 

In  the  business  field  everybody 
insists  on  selling  the  executives 
already  thoroughly  sold  on  the 
medium — how  about  getting  to 
the  liig  groups  who  need  the  films 
others  would  supply  if  the  equip- 
ment tleadlock  were  broken.^ 
Same  thing  in  education  .  .  .  no- 
body makes  the  wide  range  of 
film  subjects  still  needed  because 
there  aren't  enough  projector- 
owning  customers  ...  so  there 
aren't  enough  projector-owners 
simply    because   the    enthusiasm 


and  the  films  don't  exist.  Let's 
do  something  about  it  besides 
chiseling  on  competition. 

Kodak^s  new  Jf  ashington  plant 

♦  A  completely  equipped  develop- 
ing plant  for  colored  moving  pic- 
ture films  is  being  installed  in  the 
Washington,  D.C.,  branch.  East- 
man Kodak  Company  officials  re- 
vealed this  month  to  facilitate 
service  to  various  governmental 
bureaus. 

Heretofore  such  films  had  to  be 
mailed  to  the  Kodak  Park  plant 
for  processing.  Intricate  ma- 
chinery is  required. 

This  brings  to  five  the  number 
of  such  stations  operated  by  the 
company.  Others  are  located  at 
Chicago,  San  Francisco,  Holh- 
wood  and  Rochester. 

Wa,shington  sources  also  re- 
vealed that  Kodak  research  de- 
partments are  assisting  the  Civil 
.Aeronautics  Authority  in  develop- 
ing a  special  moving  picture  cam- 
era. It  will  be  used  in  efforts  to 
increase  flying  safety. 


The  new  Ampro  tri-purpose  public  address  system  operates  with  microphones 
as  an  auxiliary  amplifier  to  serve  large  audiences  with  standard  Amprotound 


♦  Rapidly  expanding  technical 
facilities  of  The  Berndt-Maurer 
Corp.  have  been  increased  by  the 
addition  to  the  staff  of  R.  Fawn 
Mitchell,  who  has  been  installed 
as  Manager  of  Precision  Film 
Laboratories.  (Precision  is  a 
subsidiary  of  The  Berndt-Maurer 
Corporation.) 

In  his  new  capacity  he  will 
bring  to  the  present  and  prospec- 
tive clients  of  the  laboratory  the 
benefit  of  his  wide  technical  ex- 
perience. Previously,  Mitchell 
was  ^lanager  of  Andre  Debrie 
Inc.  of  X.  Y.  for  two  years  and 
of  the  technical  service  of  Bell  & 
Howell  in  Chicago. 

ISew  Public  Address  System 

•  The  A]mpro  Corpoh.\tiox  has 
announced  a  flexible  Tri-purpose 
Public  Address  System  which  in 
addition  to  operating  with  micro- 
phones and  phonographs  can  be 
used  as  a  powerful  auxiliary  am- 
plifier with  Ampro's  low-priced 
classroom    model    projectors    for 

(Please  turn  to  next  page) 

and  phonographs  and  can  also  be  used 
projectors. 


129 


PICTUBEPHONE 

A   radically  new  departure  in  sound  slidefilm  projection 
equipment  — a  different  principle  of  design 


The  Picturephone  type  of  flat  construc- 
tion gives  even  distribution  of  sound  in 
the  junior  models.  Case  is  completely 
enclosed — no  outside  doors,  grills,  or 
fillings  that  can  admit  dirt  or  moisture. 
The  Picturephone  built-in  screen  and 
shadow-box  moke  possible  a  good  pic- 
ture in  an  undarkened  room.  Carrying 
capacity  for  eight  records  and  films. 
Records  are  protected  against  warping 
and  breaking.  S.  V.  E,  Projectors  assure 
the    utmost    in    illumination.      Projector   is 


Licensed  by 
Electrical 

Research  Products 
Inc.,   under  U.   S. 
patents  of 
American 
Telephone  and 
Telegraph 
Company  and 
Western  Electric 
Company,  Inc. 


located  on  operator's  side  of  case,  where 
it  is  most  convenient.  Fourteen  other 
advantages. 


MODEL  A  PICTUREPHONE  is  for  the 
largest  sound  sHde  film  audiences. 
Twelve-inch  speaker — SOO-wall  S.  V.  E. 
projector  with  automatic  re-wind.  Can 
be  used  as  public  address  system.  Plays 
records  at  78  and  33  1/3  r.  p.  m.  Out- 
lets   for    two   speakers. 


Made  in  five  sizes — a  size 
for  every    purpose^by 


0.  J.  McCLURE 
TALKING  PICTURES 

1115  West  Washington  Blvd.,  Chicago 


Telephone 
CANal  4914 


.SA^  E  TIME 
and  MONEY 


3  daily  flights 


hetween 


(7/1  ri 


vi 


NEW  ORLEANS 


Both   Diroclioiis 

ViaSPRIN(;FIELD-ST.  LOUIS-MEMPIIIS-JACKSON 

6  hours  38  minutes 

•^44.60   One  NX  ay 

Save  10%  on  Round  Trip 


& 

"The  Valley  Level  Route" 


(Cnntinued  jrom  preiioiis  pages) 
audiences  up  to  lO.OUO  and  over. 
A  complete  versatile  pulilic 
address  system,  this  new  Anipro 
public  address  system  is  precision 
built  and  is  typical  of  Ampro's 
excellent  quality  in  design,  con- 
struction, and  perforniance.  It 
includes  every  convenience  and 
feature  desirable  in  a  public  ad- 
dress system  and  in  addition,  can 
be  used  in  conjunction  with 
Amprosound  projectors  where  ex- 
tremely large  volumes  are  desir- 
able. It  can  be  used  as  a  complete 
public  address  system  with  two 
individually  controlled  micro- 
phones and  two  phonographs 
operated  by  a  volume  fader  con- 
trol which  permits  automatic 
fading  from  one  phonograph  to 
another. 

It  delivers  an  undistorted  out- 
put of  55  watts  with  less  than 
5%  total  harmonic  distortion  and 
a  maximum  usable  output  of  85 
watts.  This  volume  is  more 
than  sufficient  for  large  auditor- 
iums and  stadiums  seating  up  to 
10,000  persons  and  over.  The 
tone  quality  is  amazingly  rich  at 
all  levels  of  operation.  Out- 
put impedance  taps  permit  the 
addition  of  up  to  eight  speakers. 
A  500  ohm  output  is  provided 
for  use  with  loud  speaker  cables 
to  avoid  line  losses. 

A  powerful  auxiliary  amplifier 
for  use  with  any  Amprosound 
projector  is  particularly  suitable 
for  the  low-priced  Amprosound 
classroom  and  industrial  models 
"X"  and  "Y".  No  alterations 
are  required  to  attach  one  or  two 
standard  Ampro  projectors  to  this 
remarkable  new  auxiliary  ampli- 
fier which  will  boost  the  volume 
output  to  55  watts  with  unusual 
clarity  of  sound  reproduction. 
An  additional  change-over  relay 
is  available  for  automatic  fading 
from  one  projector  to  the  other. 

ISeiv  AlUAmerican  Camera  Out 

♦  A  revolutionary  new  principle 
in  picture  taking  is  embodied  in 
the  new  .Vll-.\merican  Vokar 
camera  announceil  by  Electronic 
Products  Manufacturing  Corpor- 
ation of  Ann  Arbor,  Michigan. 

Proper  exposure  is  assured  by 
a  clever  new  device  to  be  known 
as  "Variocoupled  Control"  which 
automatically  sets  diaphragm  in 
proper  relation  to  shutter  speed 
for  varying  light  conditions. 

Standard  No.  1'20  roll  film  pro- 
vides \'i  exposures  of  2V4  ^  2V4 
inch  negative  size — ample  for  al- 
bum and  record  use  without 
enlarging.  Finely  ground  and 
polished  Triple  Anistigmat  color- 
corrected  lenses  will  be  used,  with 


graduated  focusing  from  S^^  ffet 
to  infinity.  Shutters  will  be  nf 
l)roven  and  dependable  corapur 
type  with  lever  release  and  cable 
adaptor.  Popular  prices  begin  at 
.$15.00  and  up. 

ALEX.\NDER  FILM 

COMPANY  BUYS  TAD 

SCREEN  ADVERTISING 

♦  .\nnounccment  was  made  last 
month  to  the  editors  of  Business 
Screen  by  .J.  Don  .\lexander. 
])resident  of  the  Alexander  Film 
Co.,  of  the  purchase  of  principal 
assets  of  Tad  Screen  Advertising. 
Inc.,  of  Dallas,  Texas.  Prior  to 
the  purchase,  Alexander  hail 
handled  most  of  all  theatre  screen 
film  advertising  production  and 
distribution.  Tad  was  .\lexan- 
der's  largest  competitor. 

T\D  has  disposed  of  its  prin- 
cipal assets  to  Alexander,  and 
Alexander  will  carry  on  Tad's 
business.  The  assets  consist  of 
some  $300,000  in  business  on 
T-\d's  books,  with  thousands 
of  customers  which  require  about 
1,500  film  shipments  a  week. 
T.4D  will  remain  incorporated  to 
assist  in  the  completion  by  Alex- 
ander of  existing  theatre  and  ad- 
vertising contracts. 

Also  included  is  the  assignment 
of  all  T.\d"s  theatre  screening 
agreements — some  1,500  in  seven 
states.  All  of  the  activities  of 
Tad  will  be  merged  with  those 
of  the  Alexander  Film  Co. 

Tad"s  business,  assigned  to 
Alexander,  will  be  continued  from 
.\lexander's  main  headquarters  in 
Colorado  Springs,  as  well  as  Alex- 
ander's branch  offices  in  New 
York  City,  Chicago,  San  Fran- 
cisco, Dallas  and  .\tlanta. 

The  Alexander  Company  this 
year  is  servicing  more  than 
10.000  clients  and  has  nearly 
8.000  theatres  under  agreement 
for  the  display  of  its  short-length 
commercials,  as  well  as  2,000 
screens   in  31   oversea   countries. 

New  Baltimore  Sound  Film 
Sponsored  by  Tourist  Bureau 

♦  Stark  films  of  Baltimore  have 
started  on  a  sound  and  color  Mo- 
tion Picture  of  Baltimore  .  .  . 
The  film,  which  will  be  one-reel 
in  length,  will  take  at  least  six 
months  to  produce  and  will  in- 
clude highlights  of  Baltimore's 
historic,  educational  and  indus- 
trial advantages.  It  is  sponsored 
by  the  Tourist  Development 
Bureau  of  the  Baltimore  Asmi- 
ciation  of  Commerce  and  distri- 
bution will  be  free  to  any  inter- 
ested group  of  '•25  or  more 
throughout  the  world. 


[30] 


I 


THE  PROBLEM  OF  PROJECTION  SERVICE 


niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiBiiiiniiiiiiiiiiniiiiiiiiiiii 

{from  the  article  by  George  H.  Cole,   continued  from   last    issue) 


♦  After  months  of  close  observa- 
tion and  continual  check-ups.  it 
was  found  that  where  the  Indus- 
trialist contracted  with  a  reput- 
able and  experienced  motion  pic- 
ture service  organization,  he  insur- 
ed himself  one  hundred  per  cent 
results  and  returns  on  his  initial 
picture  production  investment. 
His  time  off  the  screen  due  to 
film  or  equipment  trouble  can 
be  counted  in  hours,  whereas 
those  Industrialists  who  would 
not,  or  did  not  avail  themselves 
of  this  service  add  their  time  of 
non-productive  operation  by 
number  of  days.  To  this  non- 
productive idleness  of  money  in- 
vested in  ecjuipment  and  the  in- 
itial picture  production  must  be 
added  the  cost  of  equipment 
parts,  replacing  damaged  parts 
that  became  in-operative  due  to 
inexperienced  handling  and  op- 
eration. On  top  of  which  must 
go  the  cost  of  many  additional 
prints  that  had  to  be  purchased, 
but  would  not  have  been  neces- 
sary had  the  whole  program  been 
turned  over  to  an  experienced 
picture  service  organization. 

To  this  additional  costliness 
of  not  having  equipment  and 
films  properly  maintained,  can  be 
added  the  loss  of  prestige  and 
consumer  interest.  To  this  must 
also  be  added  the  consumer's 
disappointment  in  not  getting 
something  promised  him  as  in- 
dicated by  the  motion  picture 
set-up.  which  in  turn  reacts  upon 
him  psychologically  insofar  that 
if  the  firm  can't  live  up  to  one 
tentative  promise  they  most  cer- 
tainly can't  live  up  to  the  others. 

Theatre  Qu.\lity  .\  Necessity 

People  as  a  whole  are  so  sound 
conscious,  and  motion  picture  ed- 
ucated, that  if  an  Industrialist's 
show  is  not  comparable  to  that 
given  in  a  theatre,  he  alone  suf- 
fers. Not  only  by  loss  of  pres- 
tige, but  also  monetary  loss  in 
that  his  whole  motion  picture 
program  investment  will  not  pro- 
duce results.  This  is  a  fact,  not 
only  insofar  as  continuous  or  au- 
tomatic projection  is  concerned, 
but  applies  also,  with  greater 
weight  where  straight  or  manual 
projection  and  sound  reproduc- 
tion is  used  to  educate  thru  en- 
tertainment, a  seated  audience. 
Straight  or  manual  projection 
should  only  be  handled  by  and 
I  through  an  organization  special- 


izing in  thoroughly  trained  pro- 
jectionists as  w'ell  as  having 
available  for  the  Industrialist's 
use  a  stafi  of  expert  engineers 
and  technicians. 

Pro-jectiox  Service  Re.\l 

ECOXOMY 

The  Industrialists  who  used 
their  service  in  putting  over  their 
motion  picture  program  at  the 
World's  Fair  know  from  actual 
experience  that  it  is  far  cheaper 
to  use  this  service,  than  gamble 
on  their  own  employees  who 
know  practically  nothing  about 
motion  picture  projection,  or 
others  who  know  less. 

It  therefore  behooves  all  In- 
dustrialists contemplating  motion 
pictures  in  their  sales  programs, 
to  ponder  well  the  hows  and  whys 
of  the  picture's  ultimate  presen- 
tation and  showing  to  their  con- 
suming audience.  Yes,  even  be- 
fore the  writing  and  okaying  of 
their  script. 

Southern    ArDio-Visr-\L  Meet- 
ing Held  For  Third  Ye.\r 

♦  For  the  third  successive  year, 
the  Southern  Conference  on 
Audio-Visual  Education  held  its 
regular  fall  meeting  at  the  Bilt- 
more  Hotel  in  Atlanta.  Thursday, 
Friday  and  Saturday,  November 
16,  17  and  18. 

The  rich  and  varied  program 
included  a  number  of  prominent 
leaders  in  the  field  of  Audio- 
Visual  Education  throughout  the 
nation  who  participated  in  the 
discussion  of  vital  topics  during 
the  Conference.  Open  forums, 
round-table  and  panel  discussions 
were  other  prominent  features. 
Interesting  and  attractive  exhi- 
bits of  motion  picture,  radio, 
sound  recording,  and  television 
were  displayed. 

Klein  joins  Ganz  organization 

♦  Herbert  Klein,  formerly  in 
charge  of  contact  for  the  com- 
mercial film  department  of  Pathe 
News,  has  joined  William  J,  Ganz 
Company,  producers  and  distri- 
butors of  commercial  films,  as 
account  executive. 

W  .  Halsey  Johnson  to  ,Wir  Yorh 

♦  W.  Halsey  Johnson,  sound 
slidefilm  supervisor  in  charge  of 
Detroit  production  for  the  Jam 
Handy  Organization  has  been  ap- 
pointed creative  contact  execu- 
tive in  the  New  York  production 
unit  of  the  company. 


SELECTED    GUARANTEI 

CIRCULATION 


2,000,000 

Consumer?  in  selected  audiences 
at  a  cost  of  SI. 00  or  less  per 
exhibition. 

l.OOO 

Of  our  local  \.M,C.A,'s  give  us 
unequalled  national  coverage  for 
obtaining  the  mn^t  desirable  au- 
diences. 

8.000 


Exhibitors — clubs,  churches,  high 
schools,  colleges,  industries,  and 
community  groups  owning  their 
own  16mm  sound  equipment  are 
now  looking  to  us  for  their  film 
programs. 


ir  Seleclfd  Bookiiij;^ 

According  to  your  needs.  (Analysis 
available.  I 

■^  Advance  Notice-Reports 

You  will  be  notified  of  exhibitions 
arranged  for  your  picture,  in  suffici- 
ent time  to  permit  your  local  dealer, 
representative  or  salesman,  to  contact 
our  exhibitor  and  to  set  up  such  ac- 
tivities as  will  be  mutually  beneficiaL 
Detailed,    accurate    monthly    reports. 

•if  Special  Promotion 

A  special  "Exhibitors  Bulletin'"  fea- 
turing your  film,  prepared  and  mailed 
to  special  lists. 

Announcements  of  release  of  YOUR 
film  in  desirable  publications. 
50.000    copies   of   our   catalog,   "Se- 
lected Motion  Pictures,"  mailed 
annually. 

rooperative  sponsors  nsing  oar  Services  iParlial  Lisll 

Armour  &  ('ompany  The  <^reat   .Vtlantic  &  National  Carbon  Co, 

Bakelile  Corporulion  Pacific  Tea  Co.  Roquefort  .Association 

Crane  Company  General    Foods   Sales  Co..  Standard  Oil  Company  of 

The      Firestone  Tire  &  ,-  Incorporated  ^-        j^^sev 

„     ,  ,         ,,  (.eneral  .Motors  Corp.  "' 

Rubber  Co.  Cre>  hound  Lines  Western  Electric  Co. 

The  B,  F.  Goodrich  Co.  Metropolitan  Life  Ins.  Co.  Weyerhaeuser  Sales  Co. 

Detailed  Infurmalion  on  Reque;^l 

MOTION  PICTURE  BUREAU 

[>[\1S10N  OF  N\TIO-\AL  COINCIL  V.  M.  C.  A. 
NEW    YORK  CHICAGO  SAN    FR  \NCISCO 

347  Madison  Avenue  19  S.  LaSalle  Street  351  Turk  Street 


The  Kentucky  Derby — have  you 
ever  seen  it?  And  then  gone  to 
Loew's  Louisville  Theatre  in  the 
evening?  It  is  one  of  the  show  places 
of  that  renowned  city.  -LOEWS 
AXD  VXITED  ARTISTS"  is  a 
tribute  to  Louisville's  progress. 
Built  in  1927  at  a  cost  of  about 
^3,000,000.  it  seats  SOOO  people. 
Completely  air  conditioned,  it  caters 
to  a  discriminating  clientele.  Of 
course,  "Loew's  and  i'nited  A  rtists" 
u^es  a  Raven  Screen. 


A'o  greater  tribute  to  product 
quality  can  be  offered  any  manu- 
facturer than  constant  repurchase 
by  experts.  And  Loew's  purchases 
RAVEy  SCREEXS  erclu»ively. 
Rai'en's  amateur  screens  incorpo- 
rate the  same  fine  qualities  that  pro- 
fessionals demand.  There  is  a  Raven 
Screen  for  every  purpose,  for  Raven 
makes  the  most  varied  line  of  fab- 
rics, sizes,  and  mounts.  Write  de- 
partment 9  for  complete  informa- 
tion and  descriptive  folder. 


RAVEN  SCREEN  CORPORATION 


314-16  EAST  35th  ST.  N.Y.C. 


31 


EMBLEM       OF 


CONFIDENCE 


_-Xr    /  few  ^erieJ  of 
16  MM  SOUND-ON-FILM 

COLOR  CARTOONS 

COMMERCIAL  SPONSORSHIP 
-y^ualtaole 


These  one  reel  color  cartoons 
possess  100%  audience  appeal 
and  ore  a  basic  factor  in  building 
up  strong  programs.  The  series 
consist  of  1 1  pictures  with  titles 
that  include:  The  Merry  Kittens, 
Parrotville  Fire  Department,  Spin- 
ning Mice,  The  Rag  Dog,  and 
Scottie  Finds   a  Home. 

Send   for   catalog   oi  over   1500 
subjects  for  rental  or  sale. 

WALTER  0.  GUTLOHN,  Inc. 


35  West   45th  Street 


New  York 


POPULAR 
Hotel    FORT 

WAY  N  E 

In  addition  to  the  superior 
accommodations  at  the  Fort 
Wayne,  guests  enjoy  a  superb 
location  in  a  residential  com- 
munity, yet  convenient  to  the 
business  districts.  Hotel  Fort 
Wayne  provides  economy  with- 
out sacrifice  of  comfort  or 
location. 

300   ROOMS 

EACH  WITH    BATH 

^2. 


DETROIT 


SHOWING  THE  SLIDEFILM 

♦  The  simple  mechanism  o/  sound  slidefilm 
equipment  requires  tittle  operating  knoie- 
ledge.  The  ease  of  operatiov  makes  the  ma- 
chines practically  foolproof  but  there  are  a 
few  tips  which  might  be  passed  07i  to  the 
user  to   assure   perfection    of    performance. 


1. 


3. 


11. 


U. 


13. 


U. 


15. 


Hi. 


The  screen  wall  should  be  free  from  all 
outside  light,  though  the  rest  of  the 
room  need  not  be  totally  dark. 
The  screen  should  be  large  enough  to 
comfortably  accommodate  the  size  of  pic- 
ture attendance  requires. 
Seating  should  be  arranged  at  Ijoth  sides 
and  in  front  of  the  pro,jector,  never  l)e- 
hind  it. 

The  projector  is  best  located  at  a  right 
angle  to  the  screen  and  upon  a  firm  Itase 
far  enough  from  the  screen  for  full  focus. 
Electric  current  (whether  AC  or  DC) 
should  be  ascertained  in  advance,  to  set 
the  current  switch,  and  check  the  avail- 
ability of  a  close  outlet. 
Sound  s\\'ITCH  shoukl  be  turned  on  first 
in  order  that  the  tubes  have  ample  time 
to  warm  up. 

Load  film  into  the  projector  with  ex- 
treme care,  seeing  that  sprocket-holes 
are  properly  engaged. 
The  focus  should  be  secured  on  focus 
frame  before  turning  to  title  frame. 
After  turning  to  title  frame  turn  off  jiro- 
jeetor  light. 

The  needle  (half-tone)  should  be  re- 
placed for  each  side  of  record,  and  should 
never  be  re-used  once  it  has  l)een  re- 
moved from  pick-up. 
To  test  sound  draw  finger  over  needle 
point  and  turn  up  volume.  You  will 
hear  the  friction  in  the  loud-speaker 
when  tubes  are  warm. 
To  start  show  slide  needle  easily  into 
outside  groove  of  record  and  with  the 
first  introduction  of  sound  switch  on  the 
projector  light. 

To  synchronize  film  and  record  each 
picture  should  be  .snapped  on  quickly  at 
the  .sound  of  the  bell. 
Chanoing  the  record  should  be  done 
while  the  last  picture  in  part  one  is  still 
on  the  screen.  A  pocket  flashlight  is 
helpful  to  needle  change. 
To  end  show  leave  last  picture  on  the 
screen  until  the  music  ends,  then  turn  off 
projector  and  lift  needle  from  record  with 
care. 

Rewi.nd  film  as  soon  as  showing  is 
finished.  First  run  through  a  chamois 
to  clean  and  then  rewind,  handling  liy 
outside  edges  only. 

Practice  showings  should  be  made  of 
each  new  film  before  an  operator  is  able 
to  give  an  expert  showing  to  an  audience. 
No  one  picture  in  the  slidefilm  should 
ever  be  left  in  the  lighted  projector  for 
more  than  one  minute  at  a  time.  And 
film  should  never  be  wound  by  pulling 
the  roll  tight  in  the  hands  as  this  may 
scratch  the  film. 


HEAT. 


dries  out  your  film.  VapOrate  lubricates 
your     lilm     internally     to     resist     heat. 


tm^i 


EYE-STRAINING    PUNISHMENT   from 
SCRATCHES.    SPOTS    and    STAINS. 

Make  looking  at  your  pictures  a  plea- 
sure   for   yourself    and    your   friends. 

vapOrate 

FOR  BETTER  PROJECTION 
AND    LONGER    FILM   LIFE 


VAPORATE   CO..    Inc. 
New  York,  N.  Y. 
130  W.  46th  St. 


BELL   8   HOWELL   CO 
•'  Chicago,  III. 

1801   Lorchmont  Ave. 

Hollywood,  California 

716  No,  LoBreo 


KODACHROME  SLIDEFILMS 

35mm         ^K         16mm 
Si7enf  or  Sound 

Geo.  W.  Colburn  Laboratory 

1197   Merchandise  Mart         •  Chicago 


PROJECTION  SERVICE 


■A  COMPLETE- 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phoses  for  Theatrical  and  non-theatrical  pictures. 
The  non-lheotricol  service  includes  supplying  projec- 
tors, screens,  operators,  etc.,  and  Ironsportotion. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  Street,  N.  Y.  C.     Lexington  2-9850 


Loc-jI  offTJling  potnti 


'  N.   y.—N    /.  and  Conn 


FILM  LIBRARIES-NATIONAL 


16mm.  MOVIE  PROGRAMS  INDIVIDU- 
ALLY PLANNED  AND  PREPARED  FOR 
YOUR  OWN  ORGANIZATION 

Inforviation  upon  request 

NATIONAL  FILM  PROGRAMS, 


INC. 


342  Madison  Arenue 


New  York   City 


/\n  ultra-modern 
hostelry  in  the 
heart  of  Chicago 


B>Urruirck 


HOTEL 


Emil  Eitel  -  Karl  Eitel  -  Roy  Steffen 


[32] 


■     I SELT  ALL- PLAT/ ALLS        4    ^> 

Universal  1  h 

_  SOUND  PROJLCTOR  E^_ 

HAS      EVERYTHING! 

>  LOW  PRICE  ■  FOR  SOUND  OR  SILENT  FILMS  •  FOR 
PUBLIC  ADDRESS  OR  PHONE  ■  FULL  POWER  AMPLIFICA- 
TION •  12"  HEAVY  DUTY  SPEAKERS*  REELS  TO  16"  •  RE- 
VERSE ACTION  >  STILL  PICTURE  CLUTCH  •  CENTRAL  OILING 
-  PERMANENT  CARRYING  CASES  •  LICENSED— WARRANTY 
Low  in  cost.  Universal  1  6MM  ^ 
Sound  Projectors  offer  you  all  of 
the  important  new  feolures.  Four 
models.  For  all  purposes.  Simple 
to  operate.  Economical  to  moin- 
tain.  Licensed.  Guaronfeed. 

UNIVERSAL 

SOUND  PROJECTORDIV. 

1  9th  &  Oxford  SU.,  PhJIa.,  Pa. 

New  York  Office —  1  600  Broadway 


Feature  articles  of  unusual  interest 
scJieduled  jor  early  issues  of  Business 
Screen. 

*  *     * 

II.  THE  FOOD  INDUSTRY 

Second  of  a  series  of  articles  on  the  use 

of    motion    pictures    and    slidefilms    in 

major  industries. 

*  *     * 

•TRADE  FOLLOWS  THE  FILM" 

').'/    Adolphe  Roberts 


*     *     * 


LIFE  INSURANCE  &  FILMS 

.1   thorough  survey  of  present  and 
future  opportunities. 

*  *     * 

THE  ADVERTISING  AGENCY  & 
C():\[MERCIAL  FILMS 

*  *  # 

MOTION  PICTURE  SUBJECTS  ON 
THE  "BEST  SELLER"  BOOKSHELF 

Reserve  your  copies  tiow 

BUSINESS  SCREEN 

20  N.  Wacker  Drive  •  Chicago 


Illlll|iiil!ll1{|l!!lllinilllllllllllllllllllllllll|{|l!ll!ll!lllllll!liqilll{||||||l1lllllllllll1llllilllltlllllltllllll!lll!llllim 

THE    STORY'S    THE    THING! 

♦  Whether  it  is  slide  or  motion  a  film  is  only  as 
good  as  the  story  it  tells.  And  the  writer  is  only 
as  good  as  his  experience.  That's  why  a  writer 
with  theatrical  experience  who  has  a  Hollywood 
background  in  both  the  entertainment  and  indus- 
trial film  fields — plus  a  workaday  knowledge  of 
directing  and  editing  techniques — is  worth  con- 
sidering for  your  creative  staff.  Add  him  to  it 
and  you  add  energy,  enthusiasm,  sustained  effort 
and  a  fresh  approach.  Box  9,  Business  Screen 
Magazine.     20  N.  Wacker,  Chicago. 


THE    MOTION    SLIDEFILM 

•  ExABLiXG  BUSINESS  ORGAXiz.\Tioxs  to  in- 
clude slidt'film  .showings  on  their  16  mm.  or 
.'35  mm.  motion  picture  programs  without 
need  of  extra  equipment  and  to  feature  action 
(U'monstrations  along  with  still  pictures,  the 
•lam  Handy  Organization  has  developed  a 
(liluxe  type  of  slidefilm  called  the  "motion 
slidcfilm.  ' 

As  its  name  indicates  the  motion  slidefilm 
consists  of  still  photographs,  drawings  or  dia- 
grams reproduced  on  motion  pictiu-e  stock 
plus  such  action  scenes  as  add  to  the  effect. 
It  was  evolved  more  as  a  convenience  to 
owners  of  motion  picture  projectors  rather 
than    as   a    hybrid   form  of  motion   ])icture. 

Requires  No  Manual  Operation' 
Motion  slidefilm  sponsors,  for  example,  find 
the  film  .sound  track  an  automatic  substitute 
for  the  operator  who  shifts  scenes  in  time 
with  a  disc  tran,scription  when  showing  con- 
ventional slidefilms.  Gone  is  the  gong,  which 
notifies  the  slidefilm  projectionist  to  change 
frames,  together  with  the  changeover  that 
creates  a  break  in  the  program  after  one  side 
of  the  record  has  been  run.  The  motion 
slidefilm,  moreover,  maintains  a  constant 
image  on  the  screen  without  the  upward 
movement  that  occurs  when  frames  are  shift- 
ed in  the  ordinary  slidefilm  projector. 

Another  asset  of  the  motion  slidefilm  lies 
in  the  fact  that  the  still  part  of  the  presenta- 
ticin  can  be  relieved  of  most  of  its  stillness. 
Dolly  effects  are  used  freely,  for  example,  to 
pull  up  one  section  of  a  still  photograph  or  a 
few  words  of  screen  text  for  full-screen 
emjihasis.  Panoramic  treatment  will  move 
the  "still"  slowly  across  the  screen.  LTsed  in 
conjunction,  dolly  and  pan  shots  allow  an 
audience  to  study  a  diagram  as  a  whole  then 
focus  on  individual  features  of  it. 

F.\ciLiTATES  Retouching  Process 
Because  still  photographs,  unlike  motion 
picture  film,  can  be  retouched  for  best  effect, 
they  are  a  superior  means  of  picturing  a  great 
deal  of  product  information.  This  is  con- 
sidered particularly  true  when  the  sponsor 
wishes  a  step-by-step  presentation  of  a  series 
of  sales  points.  Often  action  is  distracting 
rather  than   an  aid  to  understanding. 

L'sing  still  photographs,  the  motion  slide- 
film  owner  may  include  branch  factories  and 
distant  subjects  in  the  picture  with  little 
added  expense.  Motion  picture  footage  may- 
be borrowed  from  older  pictures  for  demon- 
stration puposcs  and  action-proof  scenes  may 
be  shot  especially  for  the  purpose.  Library 
stock  shots  may  be  interspersed  to  give  flow 
to  the  showing. 

To  .spice  the  picture  with  novel  scene  tran- 
sitions, the  motion  slidefilm  producer  dips 
into  the  bag  of  optical  treatments,  including 
wipes,  dis.solves  and  fades,  without  adding 
nuiterially  to  the  cost.  Titleboard  dolly  and 
jjan  shots  often  create  spectacular  effects  that 
would  be  i)rohibitive  to  shoot  on  location. 
For  instance,  the  titleboard  camera  can  pro- 
vide an  illusion  of  rising  to  an  upper  floor 
window  of  a  tall  building  as  a  prelude  to  the 
view  inside. 


SCRATCHtO 

Don't  be  deceived  because  you  don't  notice 
the  scratches.  Others  do!  Scratches  are 
there — the  result  of  normal  usage.  And 
scratched  film  means  shabby  screenings. 

Only  Recono  can  remove  scratches, 
abrasions,  rain  and  buckle  from  16mm 
and  35mm  film.    The  cost  is  nominal. 

Keep  your  films  like  new  by  sendmg  them 

to   us   for   rejuvenation. 

WRITE  FOR  FREE  TRIAL  OFFER, 

AMERICAN  RECONO,  INC. 

245  West  55th  Street   +    New  York 


m>  yQCcyu,eHUMtSi>ucto'Uf4 

nilDEFILM  producers; 


DUALITY  PRODUCTIONS 

BLACK  &   WHITE  &   IN  COLOR 


Dii'ision  of 


ifcxrunJ 


S  A  R  R  A. 


L 


WHIIehall  7696  .  16  East  Ontario  Street  ♦  Chicago 


gllllllllll1lll!llllllll!lllli{llllllllillllllllilll1llllllllll!lllllillllllll|ll1lll|llllllllllll!IIIHIIIII1inil|llllllll1lll!!ll«lllllinin^ 

I    For  "DRAMATIZED  SELLING"    | 

I  in  sound  slidefilms  or  in  live  | 

I  talent  plays,  written  and  pro-  | 

I  duced  to  fit  your  needs  ...  | 

I  wire,  phone  or  write.  | 

I    PAUL  HARRIS  PRODUCTIONS    | 

s        440  So.  DearbDrn  Street  Harrison    3986       = 

II  Chicago.  Illinois  ^ 

■iiiis;iiiiiiiiiiiEi;iiiiiiiiiiii!iiiiiiniii:i:.iiii;i;iiii;:;;iiiiiiiiii;:iiiiiii»:d.;iiieainuiiioin^ 

and  the  following: 

DOWLING  &  BROWNELL,  6625  Romaine  Street,  Holly- 
wooci,    California.   (See  page   28) 

THE  JAM  HANDY  ORGANIZATION,  2900  East  Grand 
Boulevard,  Detroit.     {See  back  cover  advertisement) 

BURTON  HOLMES  FILMS.  INC.,  7510  North  Ashland 
Avenue,    Chicago.   Illinois.    (See    page    24) 

INDUSTRIAL  PICTURES,  INC.,  4925  Cadieux  Road,  De- 
troit, Mich.,  also  New  York,  Hollywood.  (See  p.  4) 


[33] 


^int 


^ 


nrOT  SPRINGS 

NATIONAL  PARK»H«ARKAN5AS 


FOR  HMatTH 

Controlled  by  the  United  States  Government 
to  prevent  exploitation  of  their  amazing 
curative  properties,  the  47  eHervescent  Hot 
Springs  are  recognized  by  eminent  medi- 
cal authorities  for  use  in  treating  energy 
sapping  organic  and  nervous  troubles-  and 
Uncle  Sam  has  erected  a  *1.500.000  hospi- 
tal at  Hot  Springs  to  care  for  service  men 
afflicted  by  these  ills.  Drink  and  bathe  in 
the  waters   for  new  youth  and  vitality. 


MAJESTIC 

HOTEL.     APARTMENTS    5     BATHS 


Make  the  Majestic  Hotel  your  home  while 
in  Hot  Springs -a  wide  choice  of  pleasant 
accommodations  from  single  rooms,  with 
or  without  bath,  to  delightful  2,  3,  and 
4  room  apartments-Government  super- 
vised bath  house  in  connection  with  the 
hoteL  Surprisingly  low  rates  frora*1.50 


Write  For  Free 

Booklet  To 

R.  I.  McEochin, 

Manager 


FRANK  M.  FANNIN,  Vice  Pres.  end  Gen.  Mgr. 


THE     FILM     FORUM 

(Cuntiiiued  jruin  payc  i) 
crease  their  budget  allotments  for 
literature  and  displays,  news- 
paper, radio,  motion  pictures  and 
other  advertising  which  ties  in 
their  story  with  the  FHA  home 
ownership  plan. 

Xo  Direct  Advertising 
Along  with  this  general  policy, 
the  FHA  hopes  to  encourage  the 
production  hy  commercial  spon- 
sors of  suitable  films  in  the  build- 
ing, finance,  and  allied  fields 
which  will  be  acceptable  to  the 
commercial  theatres  of  the  coun- 
try. Naturally,  such  films  would 
have  to  be  devoid  of  direct  ad- 
vertising, but  it  is  felt  that  from 
an  indirect  or  institutional  point 
of  view  this  field  offers  tremen- 
dous potentialities  for  the  build- 
ing industry.  In  considering  these 
|)otentialities,  sponsors  of  indus- 
trial hlms  can  well  consider  that 
the  housing  market  today  is  a 
mass  market  and  not  a  class 
market.  In  the  years  19.'55  and 
19;56,  53.3  per  cent  of  the  families 
in  urban  and  non-farm  communi- 
ties received  an  income  of  be- 
tween $1,000  and  $2,500  per  year. 
Obviously  this  market  does  not 
only  represent  the  vast  housing 
market  but  the  vast  motion  pic- 
ture market  as  well.  Films  which 
illustrate  that  homes  suitable  for 
the  average  income  family  are 
now  available,  and  incorporate 
with  their  design  construction  and 
equipment  the  latest  products  of 
American  industry  will  be  of  di- 
rect personal  interest  to  the  large 
majority  of  the  customers  of  the 
motion  picture  theatres  of  the 
country.  On  the  basis  of  its  past 
experience  the  FHA  has  found 
that  non-dramatic  films  having  a 
plain,  honest  and  straightforward 
tale  on  the  subject  of  housing 
have  been  highly  acceptable  not 
only  to  the  public  but  to  the  dis- 
tributor. The  FHA  feels  today 
that  such  industries  and  trade 
associations  interested  in  long 
time  planning  and  general  overall 
stimulation  of  the  housing  market 
have  an  excellent  opportunity  to 
capitalize  on  the  groundwork 
which  has  already  been  laid.  If 
such  films  are  intelligently  and 
thoughtfully  produced  and  ap- 
provefl  by  the  FII.\.  the  Federal 
Housing  Administration  will 
make  every  effort  possible  to  en- 
courage their  acceptance  in  the 
commercial  theatres  of  the  coun- 
try. In  offering  such  encourag- 
ment  the  FHA  naturally  feels 
that  it  has  ajriple  responsibilit.v. 
The  FH.\  feels  that  sponsors 
should  be  assured  of  some  meas- 


ure of  success  in  the  release  of 
their  productions.  It  is,  there- 
fore, offering  to  commercial  spon- 
sors interested  in  this  type  of 
film,  the  services  of  its  Motion 
Picture  Section  for  whatever  ad- 
vice and  service  may  be  request- 
ed. In  addition,  close  contact 
will  be  kept  with  distribution 
facilities  of  the  country  so  that 
when  the  ultimate  product  is 
achieved  it  will  be  the  result  of  a 
cooperative  effort  upon  the  part 
of  the  sponsor,  the  Federal  Hous- 
ing Administration,  and  the  dis- 
tributor. In  this  case  the  FHA 
will  be  acting  as  the  middle  man 
whose  sole  profit  will  be  the  en- 
couragement of  the  solution  to  a 
pressing  national  need.  The  fact 
that  the  construction  of  over  500 
new  low-cost  homes  is  being 
undertaken  in  the  country  every 
working  day  at  the  present  time 
leads  us  to  believe  that  within  a 
short  time  housing  will  become 
an  even  more  vital  subject  of  in- 
terest to  motion  picture  patrons. 

Should  H.we  Wide  Appeal 
Granting  that  considerable  pro- 
duction may  be  accomplished, 
the  FHA  feels  that  it  would  be 
safe  to  estimate  that  such  films 
could  achieve  theatrical  distribu- 
tion in  an  average  of  5,000  com- 
mercial theatres  throughout  the 
country,  to  estimated  audiences  of 
fifteen  to  twenty  million  people. 
If  this  can  be  achieved,  of  course, 
the  per  capita  cost  to  the  sponsor 
will  be  infinitesimal,  especially 
when  we  estimate  that  the  cost 
of  such  films  would  in  all  jjroba- 
bility  not  exceed  $25,000  includ- 
ing the  prints.  An  important 
corollary  of  course  to  be  kept  in 
mind  when  considering  such  pro- 
duction, is  that  the  rate  of  obso- 
lescence on  this  type  of  film  is 
much  lower  than  on  the  average 
film  designed  for  showing  in  com- 
mercial theatres. 

George  T.  Van  der  Hoef,  Chief, 
Radio  and  Motion  Picture  Sec- 
tion, Federal  Housing  Adminis- 
tration,  Wa.fhingtoi}.   D.C. 

Housing  In  Our  Time 

♦  A  new  twenty-minute  sound 
motion  picture  produced  for  the 
Informational  Service  Division  of 
the  United  States  Housing  Au- 
thority brings  to  the  screen  a 
fascinating  document  of  the  mo- 
dern American  housing  problem 
in  Hou.iing  In  Our  Time. 

The  film  explores  present  slum 
conditions  and  then  describes 
how  local  housing  authorities 
function  in  cooperation  with  the 
USHA,  finally  analysing  the 
benefits  of  public  housing  to 
labor,  industry  and  the  taxpayer. 


[34| 


-JL  Home  of  Chicago's  famed  Chic  Opera  House,  of  the  euperh 
Civic  Theater  and  of  the  modern  exhihition  halls  of  the 
Lighting  Institute,  20  North  Wacker  Drive  offers  a  setting  of 
unlimited  possihilities  for  fall  sales  meetings,  conventions  and 
trade  exhihitions  of  all  sizes  and  character. 

For  example,  the  3800-seat  auditorium  and  palatial  lounges 
and  lohhies  of  the  Civic  Opera  House  have  accomniodatetl  many 
thousands  of  persons  attending  newspaper  cooking  schools,  trade 
gatherings,  puhlic  hroadcasts  and  many  other  kinds  of  pul>lic 
exhihitions.  National  husiness  organizations  have  staged  dealer 
meetings  and  other  types  of  company  gatherings  in  the  finely  ap- 
pointed 870-seat  Civic  Theatre.  In  hotli  theatres,  extensive  stage 
facilities  and  the  most  complete  equipment  of  any  auditorium 
in  the  country  have  served  to  enhance  dramatic  playlets,  product 
presentations,  and  other  types  of  modern  husiness  showmanship. 

On  other  floors  of  20  North  Wacker  Drive  permanent  exhihi- 
tion areas  have  heen  reserved  together  with  the  most  modern 
office  facilities.  Popular  priced  restaurants  are  availahle  for 
the  convenience  of  employees  and  visitors.  Transportation  to 
all  parts  of  the  city  is  availahle  by  elevated,  surface  and  motor 
coach  lines  and  two  of  Chicago's  largest  rail  terminals  are  within 
a  few  minutes  walk.  Within  the  walls  of  20  North  Wacker  Drive 
every  function  of  modern  husiness  can  be  accomplished. 

ORGANIZATIONS    MEETING    AT    20    NORTH    WACKER    DRIVE 


Stomlard  Oil  Cnntpany        Mnrris  B.  Sachs 


of  intliann 

Chicago  tlernUi- 
Anierican 

The  Electric  Assac'mt'nn} 

Steivtirt-H  arner 
i'onipnny 


iAtitipany 

If  estiughouse 
Electric  Company 

.itlvertising 
Typographers 

\atioinil  Broaflcasting 
Co. 


Hart  SchaJJiier  S:  Marx        Drama  League 


State  of  itiinois 
Meflical  Assn. 

.ill-State  Insurance  Co. 

L  riirersity  of 
Pennsylvania 

Propeller  Club 
Liberty  Mutual 
Insurance  Co. 
Lions  i\atl.  Conienliftn 


YOUR  OFFICE  HEADQUARTERS 

Modern  (iffi*^-  fat-ililic!^  of  all 
sizes  and  <*o><ts  arc  :i\ailahle  in 
the  forty-two  stories  of  20  North 
Wacker  Drive.  The  iiriiisiial  ad- 
vantage of  li^ht  and  air  from  all 
sides  heeatise  of  the  ahsenee  of 
surrounilins  slnietures  is  an 
outstanding  feature  .  .  .  efficient 
service  hy  a  well  trained  service 
staff  is  atiol  her.  A  tour  of  inspec- 
tion may  he  arran^^'d  without 
the  slightest  ohli^ation.  Vddrcss 
inquiries  to  the  ofHces  of  the 
president,  Mr.  J.  C.  Thompson. 


A  PERFECT  SETTING 

FALL  SALES  CONVENTION 
OR  TRADE  EXHIBITION 


20  NORTH  WACKER  DRIVE 

THE   •   CIVIC   •   OPERA  •   B  11  11  D  I  N  G 


WASHINGTON    BOULEVARD   &   WACKER   DRIVE    •    CHICAGC 


SELECTED  THEATRICAL  DISTRIBUTION 
The  Sun  Oil  Company's 

MORE  POWER  to  YOU 


W 


The  Sun  Oil  CxSm, 
in  859  selecte 


ORE  POW^R  TO  YOU"  was  shown 
andiowns  &jliB^asteriinaIiof  the  United 
States  and  Ontario  iif  |7pi0  theq^resifto  2,8p6,u0|. theatre  patrons.     _j. 


A  national  organizatidn,  Jperatina,cron^uously  and  exclusively 
for  Jam  Handy  distribution  customers,  is  set  up  to  put  suiltible 
pictures  before  theatre  audiences,  either  sectionally  or  nation-  |^^ 
ally.  Provided  your  picture  may  be  edited  for  theatrical  ^peal,^ 
you  can  have  screenings  in  the  markets  where  you  want  them. 

Sponsored  Reels  W   j^' 

More  than  6000  theatres  are  available  for  SELECTED 
theatrical  distribution  programs.  ^  , 

r. 

Minute  Movies 

As  sales  representatives  for  General  Screen  Advertising. 
Inc..  we  can  place  "one-minute  movies"  in  the  pro|grams 
of  approximately  8400  theatres.  "A 


m^^^mt^.-^^mmm 


% 


Sales  Meetings 


DY  Okgani^Aihn 


e  turns 


7046  Hollywood  BouUvaid 
NEmpstaad  5S09 


Tall 


oyTon 


35  EatI  Wackci  Diive 
SMte  iT.K 


2900  Taat  Grand  Boulevard 


I 


r 


nilSJJiyssuWrjijji 


ulj 


IN     THIS     ISSUE:     FILMS     fo*     the     FOOD     INDUSTRY 
MAJOR     1940     CAMPAIGNS     FEATURE     NEW     PICTURES 


The  Verdict  of  a  Consumer  Jury 
ay  Be  Quite  Unfair  •  •  • 

But  that  won't  help  you  if  it  is 
directed  toward  your  productsi 


ipia®®!!' 

H  you  want  prool  that  Caravel 
Plans  get  results,  check  with 

American  Can  Company 

American  Machine  and  Metals,  Inc. 

The  Bales  Manufacluring  Company 

Wallace  Barnes  Company 

Bethlehem  Steel  Company 

Black  &  Decker  Manufacturing  Company 

Cadillac  Motor  Car  Division 

of  General  Motors  Corp. 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluett,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Dictaphone  Corporation 

Godfrey  L.  Cabot,  Inc. 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Raybestos-Manhattan,  Inc. 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

The  Texas  Company 

U.  S.  Industrial  Alcohol  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


When  the  women  of  America  begin  to  demand  that  the 
claimed  superiorily  of  a  product  be  proved  by  test,  it's 
lime  to  do  two  things — and  do  them  quick  .  .  . 

—  Make  advertising  more  believable,  as 
the  majorily  of  advertisers  are  now  doing 

—  Enlist  the  most  powerful  corrective  me- 
dium available  and  present  the  truth  in 
pictured  demonstrations,  factually,  dra- 
matically, convincingly. 

If  your  product  can  stand  the  white  light  of  a  motion 
picture  promotion,  we  can  show  you  how  to  reach  millions 
of  present  and  future  consumers — parents,  teachers,  grade- 
school  children,  high-school  pupils,  college  students — 
and  influence  them  favorably! 

Write  for  details — let  us  explain  how  this  Caravel  Plan 
applies  specifically  to  your  company,  to  your  product. 
Or  better  yet,  name  a  time  when  -we  can  frankly  discuss 
the  plan  w^ilh  your  sales  executives — either  in  your  offices 
or  in  ours. 


CARAVEL    FILMS 

INCORPORATED 
New  York  •   730  Fiith  Avenue  •   Tel.  Circle  7-6112 


You  WUSI  Weet 
You  CAN  with  y 


PROJECTORS 


FILMOSOUND  "COMMERCIAL"  (right)  is  a  compact,  single-case  projector  offering  the 
utmost  in  convenience  and  simplicity  of  operation  for  the  busy  salesman.  It  provides  uninter- 
rupted three-quarter-hour  showings  of  theater  quality  in  salesroom,  showroom,  hotel  room,  or 
moderate-sized  auditorium.  Has  750-watt  lamp,  powerful  amplifier,  speaker-hiss  eliminator, 
"floating  film"  protection,  and  provision  for  using  microphone  or  phonograph  turntable.  New 
low  price S276 


FILMOSOUND  "ACADEMY"  is  the  same  as 
the  "'(lommerciar'  except  that  (1)  it  is  in  two 
cases,  one  enclosing  the  projector  for  extra- 
quiet  operation,  the  other  housing  the  speaker; 
(2)  it  projects  both  sound  and  silent  film. 
With  cases,  only S298 


FILMOSOUND  "MASTER"  — a  powerful  16 
mm.  sound  film  projector  for  serving  larger 
audiences.  Offers  the  wide  range  of  services 
of  the  "Utility,"  plus  even  greater  audience 
handling   capacity S-^IO 


FILMOSOUND  "UTILITY"  {not  illustrated)  offers  all  the 
features  of  the  "Academy."  above,  plus  greater  picture  illu- 
mination, greater  sound  volume,  clutch  permitting  still  pic- 
ture projection,  and  reverse  lever  for  repeating  sequences. 
Now  only S369 


mm 


FILMOSOUND  "AUDITORIUM"  combines  ready  porta- 
bility with  capacity  to  serve  very  large  audiences.  Either  one 
or  two  projectors  are  controlled  from  panel  on  amplifier 
— instantaneous  changeover  to  avoid  program  interruptions. 
From S875 


FILMOARC  is  the  most  power- 
ful of  16  mm.  projectors.  It 
employs  the  automatic,  electric- 
arc  type  of  illumination  used  by 
movie  theaters.  It  provides  such 
screen  brilliance  and  ample 
sound  volume  that  it  can  be 
used  in  largest  auditoriums 
where  35  mm.  equipment  was 
formerly  necessary. From  S 1500, 


PRECISION-MADE       BY 


BELL    &    HOWELL 


MR.  and  Mrs.  America  go  to  the  movies  70  million  times 
a  week.  And  when  they  see  your  business  film,  they'll 
expect  pictures  and  sound  of  theater-like  quality.  That's  what 
you  must  give  them,  if  your  film  is  to  be  a  sales  success. 

So  choose  Filmosound  Projectors  and  make  sure  your  film  is 
brought  to  the  screen  with  brilliant,  rock-steady  pictures  and 
faithful,  full-range  sound  reproduction.  Choose  Filmosounds 
and  be  certain  of  programs  uninterrupted  by  embarrassing  me- 
chanical breakdowns.  Choose  Filmosounds  and  know  that  you 
will  get  lasting,  dependable  service.  For  Filmosounds  are  pre- 
cision-made by  the  makers,  for  33  years,  of  Hollywood's  pro- 
fessional movie  equipment. 

There  is  a  Filmosound  or  Filmo  Silent  16  mm.  Projector  for 
every  business  need.  Please  write  for  details.  Bell  &  Howell 
Company,  Chicago;  New  York;  Hollywood;  London.  Est.  1907. 

HOW  MOVIES  TELL  AND  SELL"  /^ 

is  an  interesting  new  folder  every  ex-  e/^^A 

ecutive  should  read.  Mail   coupon   for 

your  FREE  copy.  /    #-^  ^m 

-- '""—■  'U:;;--      , 

I      C'wpai.y I 

/      Address.  I 

L' ::::::        ^■■■■::: 

^  State -X" 


Business  Screen 

THE     MAGAZINE    OF    COMMERCIAL    AND 
EDUCATIONAL    FILMS 


Qo*ite*iU 

Cover  Suhjt'cl:  Reel-lije-hy  Camera,  hie. 

Film  l'"(nuni  S 

Food  anti   Films 11 

(!anin'(l  \  I'arkaged  Goods____ 12 

Dairy  Products  14 

Coffee  &  Tea 15 

Hakini;    - ll> 

Flour  and  Oreals Id 

Film   Keview  Section 17 

New    Releases   Reviewed Ill 

Televising  Ad   Films 19 

Fruit  Growing  21 

Training  Retail  Clerks 22 

ISooks  Made  for  Films 24 

Esso  Film  Report 25 

Technical  News 27 

Library  Films  Guide 33 


VOLUME  TWO 


NUMBER  THREE 


1940 


•  Business  Scie^:n  Magazine,  issued  by  Business 
Screen  Magazines.  Inc..  :iu  N.  Wacker  Drive.  Chi- 
cago, on  January  15.  1940.  Editor.  O.  H.  Coelln. 
Jr. ;  Associates.  R.  C.  Danielson  :  Robert  Seymour. 
Jr.  New  Yoric  offices:  Chanin  Building.  Phone 
Murray  Hill  4-1054.  Jack  Bain.  Eastern  Advertis- 
ing Mgr.  /Icct7)ta7icc  under  the  .let  of  June  5, 
1934.  authorized  February  20.  1939.  Issued  8  times 
annually — plus  4  special  numbers.  Subscription : 
$2.00  for  8  numbers.  Foreign;  S3.00.  50c  the 
copy.  Publishers  are  not  responsible  for  the  re- 
turn of  unsolicited  m.s.  unless  accompanied  by 
stamped,  self-addressed  return  envelope.  Entire 
contents  Copyright.  1940.  by  Business  Screen 
Magazines.  Inc.  Trademark  Reg.  U.  S.  Patent 
Office. 


IM  lU  E  R  I   '   E  {  E 

News    and    Comment    on     Keeent    Happenings    in    the 
Active   WorUI   of   Commercial    and   Educational   Films 


•  The  automotive  industry  spends  plenh 
each  year  to  give  the  public  the  best  that's  in  its 
engineering  laboratories  and  design  shops.  For 
years,  too,  a  top-ranking  customer  of  the  com- 
mercial film  studios,  the  motor  car  industry  has 
used  practically  every  type  of  viseo-sound  pres- 
entation. So  when  a  top-llight  general  sales 
manager  for  one  of  the  Big  Three  speaking  be- 
fore a  recent  meeting  of  the  New  England  Sales 
Management  Conference  sponsored  by  the 
Boston  Chamber  of  Commerce  mentioned  films, 
this  department  listened  attentively. 

"Today."  he  said  in  part,  "with  highly  com- 
petitive sales  programs,  it  is  necessary  to  not 
only  tell  salesmen  what  to  do  but  how  to  do  it. 
In  this  respect  I  have  found  motion  pictures 
and  slide  films  of  inestimable  value." 

The  Truckers  ISeed  Films 

♦  \^'hen  is  the  trucking  industry  going  to  find 
out  about  films?  Every  time  we  read  one  of 
Fruehauf's  present  institutional  newspaper  ad- 
vertisements on  behalf  of  the  truckers,  we 
imagine  the  same  copy  transposed  into  film.  A 
great   dramatic   story  is  there 

for  the  telling  and  one  which 
would  get  over  to  American 
business  groups  and  motorists 
far  more  of  the  truth  than 
cold  type  and  competitive  in- 
terests of  the  newspaper  page 
would  ever  permit  a  conserva- 
tive advertiser.  Think  it  over. 
American  Trucking  and  Frue- 
hauf  executives! 


The  Audience  Decides 


film  business.  Last  year  Hills  Brothers  gave 
their  San  Francisco  NXorld's  Fair  theatre  a  pe- 
riodical dousing  of  coffee  odor  while  the  all- 
Cinecolor  feature  Behind  the  Cup  was  unreeling. 
Coty"s  might  have  done  the  same  thing  at  show- 
ings of  Symp/ionies  in  Fragrance  at  A  World  of 
Tomorrow;  what  could  be  more  natural  than 
the  tantalizing  odor  of  broiled  steak  at  a  Swift 
or  Armour  show?  Such  goings  on  are  positively 
out  for  the  American  Agricultural  Chemical  Com- 
pany, but  we  want  to  hear  the  tardy  husband 
roll  in  at  three  ack  emma  with  good  cheer 
emanating  from  every  pore  while  he  tells  the 
little  woman  that  he's  just  been  down  to  the 
lodge   seeing   that  new   Hiram   Walker   feature. 

Memo  lo  Chris  Sinsabaugh 

♦  Say,  Chris  Sinsabaugh,  we'd  like  to  see  your 
swell  "auto-biography'  "Who,  Me?"  made  into 
a  picture  sponsored  by  the  automobile  trade 
groups.  The  historic  era  through  which  you 
have  travelled  your  observant  way  should  mean 
something  to  every  .American.  \^  by  not.  then, 
take  this  message  to  every  cross-road  hamlet 
with  a  really  fine  unhokey 
"cavalcade  of  American  in- 
dustrial ingenuity?"' 


Notes  on  Color 

♦  Carroll  Dunning  sends  this 
department  a  new  sample  of 
ihree  color  processing  for 
which  Dunningcolor  is  now 
set  up.  The  color  screened 
lieaulifully  with  remarkable 
faithfulness  in  detail  and  reg- 
ister as  well  as  trueness  in 
shading. 

Mr.  Dunning's  words  on  the 
improvement  of  35  mm  slide- 
lilm  results  from  Kodachrome 
"slilLs"   are   worth   repeating: 

"The  way  to  improve  them, " 
he  says,  "is  to  see  that  the  'stills,'  if  possilde. 
are  shot  with  absolutely  flat  lighting.  So  many 
Kodachrome  users  try  to  get  "arty'  with  cross- 
lighting  and  back-lighting  and  in  consec]uence 
bump  up  the  original  contrast  too  much.  They 
do  not  realize  that  color  of  itself  makes  the 
character  stand  out  and  that  they  are  only  im- 
pairing their  color  gradations  when  they  have 
burnt  out  highlights  and  empty  shadows." 

7/iis   Is  ^'Scented"   Too 

♦  The    current    "wave"    of    scented    newspaper 
advertisements   is   old    stuff   in    the   commercial 


♦  For  the  benefit  of  sound-ofTs 
wlio  deplore  "fonimercial  films" 
in  enlerlainnienl  lliealers  for  the 
fonsiiinptioii  of  movie  iiidiistrj- 
trade  papers,  we'll  siniplj  pass  on 
the  poiiil-of-view  of  one  exhibitor 
who  operates  a  good-sized  neigh- 
borhood house  in  the  Midwest, 

"I'm  against  atJvertising  fihns 
lliat  try  lo  *'higli-pressiire"  my 
rustoniers  with  selling.  I  generally 
can  tell  what  they  like  or  don"l 
like  by  an  Immediate  reaction. 
We've  played  sponsored  reels  for 
many  years  and  nowadays  the 
ones  we  get  are  generally  so  good 
otir  people  look  upon  them  as  an 
extra  helping  of  dessert. 

".Straightforward  advertising  has 
to  be  at  least  as  clever  as  a  good 
radio  show  lo  gel  by  with  my 
folks,  dolor  cartoons,  incident- 
ally, have  been  most  welcome," 
— ().   H.   <:. 


f'ocalional  Training  Tip 

♦  Bob  Burns  and  Lyie  Spen- 
cer, two  bright  lads  with  a 
good  idea,  run  an  organiza- 
tion called  Science  Research 
Associates  in  Chicago.  Their 
specialty  is  telling  young 
.\merica  how  to  make  a  living 
and  we  think  they're  missing 
a  good  bet  by  not  looking  into 
opportunities  for  vocational 
training  film  material.  In- 
cidentally, their  findings  on 
jobs  and  the  jobless  would 
make  excellent  film  material 
for  some  social-minded  in- 
dustrialist to  sponsor  for  the 
benefit  of  all  young  America 
and  some  easy-to-take  wis- 
dom  for   labor   organization. 


F rigiilaire  I'revue 

♦  One  of  the  real  pleasures 
in  starting  a  new  year  comes  with  attendance  at 
a  good,  fast-moving  sales  prevue  such  as  the  one 
Frigidaire  staged  for  Chicago  and  Midwestern 
folks  in  that  city  recently.  Technicolor  films  by 
Jam  Handy,  including  one  honey  on  the  import- 
ance of  food,  highlighted  the  program.  The 
dramatizing  of  the  1940  model  ranges  and  re- 
frigerators was  also  especially  well  handled,  we 
ihought.  and  the  manner  iii  which  the  show-  held 
the  interest  of  the  hundreds  in  attendance  was 
a  real  tribute  to  this  kind  of  modern  business 
showmanship. 

The  lunch  was  good,  too. 


[4] 


Business  Scheen 


LEADING        FILM        PRODUCERS        RECOMMEND        DA-LITE       SCREENS 


DA-LITE      SCREENS      HELP      "THE      SALE" 
WITH       BRIGHTER.      CLEARER      PICTURES 

The  Da-Lite  Challenger  Screen  shown  above  is  an  integral 
part  of  the  "kit"  recommended  by  Buckineham  &  Associates 
foi-  showing  the  S  talking  slidefilms  which  constitute  the 
Dartnell-Brobuc'k  step-uii  sales  plan.  The  Challenger  consists 
of  a  roller  mounted  Da-Lite  Glass-Beaded  Screen  in  a  metal 
case  to  which  a  tripod  is  pivotally  and  permanently  attached. 
It  is  the  only  screen  with  square  center  rod  which  prevents 
twisting  and  assures  perfect  focus  of  the  entire  picture.  It 
can  be  set  up  anywhere  in  15  seconds.  Aniong  the  many 
prominent  companies  which  have  purchased  the  Challenger  for 
showing  the  Brobuck  step-up  sales  films  are  Crane  &  Co..  In- 
ternational Business  Machines.  Johns-Man  vi  lie  Co..  Johnson 
Wax  Co..  Kroger  Grocery  &  Baking  Co..  Pennsylvania  Railroad 
Co.,    Union    Central    Life    Insurance    Co. 


PWACfiER  DRIVE  •  CHICAGO, ILLINOIS 

•For  our  sales  training  slidefilms  which  visualize  the  Dart- 
nell-Brohuck  step-up  sales  plan  and  for  our  regular  slidefilin 
and  motion  pictui-e  productions,  we  use  and  recommend  only 
Da-Lite    Screens. 

"We  recognize  that  a  good  screen,  wliich  presents  each 
picture  at  its  best,  is  an  important  factor  in  the  success  of  any 
film  —  as  necessary  as  good  photography  and  careful  direction. 
That  is  why  we  have  sold  Da-Lite  Screens  exclusively  ever  since 
our   organization    started." 

The  above  endorsement  by  Mr.  Buckingham  is  significant 
evidence  of  the  superior  projection  qualities  of  Da-Lite  Screens. 
When  you  choose  Da-Lite  equipment  for  your  business  films, 
you  l>enefit  from  30  years  of  specialized  experi- 
ence in  screen  manufacture.  You  receive  time- 
proved  projection  qualities,  advanced  features 
that  make  for  greater  convenience  and  quality 
workmanship — so  essential  to  long  economical 
sei-vice. 

FREE      DATA      BOOK 


DA-LITE    SCREENS 

-r^ur  Ckotce  ofULeaduu^  -pAx^Utiiayti-,  Vlittlln4tOt4' 


Mail    C 

oupon    \oir 

f 

1 

ITE 

SCREEN   COMPANY,  Inc. 

DA-L 

Dept 

.  12B,  2723 

N.  Crawford,  Chicago 

ML     • 

U  i 

hou 

oblii:;ilii>n   to    u»   send    vour    free 

48 

pace        J 

iMM.k 

un 

screen    su 

rface»,    sUes    and    mount 

.ngs 

of 

neure-t    D 

]-Liie    Screen    dealer. 

f.rm 

-Vame 

\ddrt 

•  •• 

!••••■« 

•  •• 

NuMBKR  Thkki; 


1940 


[5] 


RESPONSIBLE 
LEADERSHIP 

EASTMAN'S  negative  films— P/ms-X, 
Super-XX^  Background-X — have  special 
features  that  more  than  meet  every  con- 
tingency. This  ability  is  backed  up  by 
unmatched  photographic  quality  and 
unvarying  uniformity,  the  vital  factors 
in  Eastman  leadership  for  over  fifty 
years.  Eastman  Kodak  Company,  Roch- 
ester, N.  Y.  (J.  E.  Brulatour,  Inc.,  Dis- 
tributors, Fort  Lee,  Chicago,  Hollywood.) 

EASTMAN 

PLUS-X  SUPER-XX 

for  general  studio  use  for  all  difficult  shots 

BACKGROIJXD-X 

for  backgrounds  and  general  exterior  irork 

[6]  lillSINKSS    Si;HK.KN 


To  d  ay's 


Check  these  AMPRO  features! 


NEW  sound  loop  synchronizer — Permits  perfect  synchronization 
of  picture  and  ^oiind  by  the  exact  forming  of  sound  loop.  Guess- 
work is  eliminated.  Re-setting  of  sound  loop  accomplished  without 
stopping  projector  when  loop  is  lost  through  faulty  Him  and  with- 
out  damage   to   the    film. 


EXTREME  quietness  of  operation — Runs    so    silently    that    no 
or    covering    case    is   required. 


"hlimp" 


•  EASE  of  operation — All  operating  controls  centralized  on  one 
iihiminated   panel. 

•  MAXIMUM  film  protection — A  triple  claw  is  used  for  moving 
him.  engaging  three  sprocket  holes  simultaneously.  Film  with 
two  adjacent  torn  hole?  can  be  successfully  used.  Ampro  patented 
"kick-back"  movement  lifts  the  claws  from  the  sprocket  holes 
before  withdrawing,  eliminating  film  wear.  Take-up  compensator 
prevents  starting  strain. 

•  IMPROVED  sound  optical  system— The  light  from  tlie  exciter 
lamp  is  projected  directly  and  optically  onto  the  photo  cell  with- 
out the  losses  or  distortions  normally  encountered  when  mirror, 
prism,   or   mechanical    slit    is   used. 

•  IMPROVED  light  optical  system— In  perfect  alignment  at  ai 
times,  preset  by  the  factory.  Projection  lamp  i)ase  adjustable  so 
that  filament  can  he  moved  manually  into  perfect  alignment  with 
optical  system.  The  Reflector  and  Condenser  lenses  are  mounted 
on  front  cover  for  quick  cleaning  without  the  necessity  of  using 
tools. 

•  1000  WATT  Illumination  provided  —  AMPROSOUND  Models 
"X"  and  "V"  are  appro\ed  by  the  underwriter's  Laboratories  fo 
1000  ^'att  lamps.  A  750  Walt  Lamp  is  normally  furnished  as  stand 
ard  equipment  but  can  be  interchanged  with  1000  Uatt  lamps. 

•  PERMANENTLY  attached  reel  arms  —  for  QuickSet 
L'i> — Reel  arms  are  permanently  attached;  merely  swivel 
into  position  for  instant  use.  Accompanying  belts,  always 
attached,  swing  directly  into  position. 

•  SMOOTH  sound— Entirely  free  from  waver  and  dis- 
tortion due  to  its  finely  balanced  flywheel,  mounted  on 
airplane  type  grease  sealed  ball  bearings,  and  Ampro's 
patented  film  guides.  Curved  film  guides  placed  before 
and  after  the  sound  drum  and  sound  sprocket  prevent  the  film  from 
Happing. 

•  IMPROVED  sound  drum  and  filter— Mounted  on  precision  ball 
bearings,  the  rotating  type  of  sound  drum  avoids  sliding  action 
between  the  drum  and  film^prolongs  film  life  and  maintains  high 
quality  sound.  Curbed  film  guides  before  and  after  sound  drum 
eliminates   weaving    and   "Belt   action." 

•  SIMPLIFIED  threading— Same  as  threading  silent  projector, 
with  exception  thai  film  also  loops  around  sound  drum,  eliminating 
looping  film  over  a  third  sprocket.  Film  guides  assure  correct,  easy 
threading. 

•  FAST  Automatic  rewind — 100  ft.  reel  rewinds  in  35  seconds — 
1600  ft.  reel  in  75  seconds  without  damage  to  the  film.  A'o  trans- 
ferring of  reels  or  bells. 

•  USES  Standard  lamps — Standard  prefocused  lamps,  up  to  1000 
^X'atts.    "'Special"  high   priced  lamps  not  required. 


Value 


Leading  Industrial  firms,  schools  and 
colleges  all  over  the  world  are  ordering 
and  re-ordering  the  new  AMPRO- 
SOUNDS  in  ever  increasing  numbers. 
Behind  this  amazing  success  of  the 
new^  Ampro  Sound  Models  "X"  and  ""Y" 
lies  a  stor)'  of  numerous  superior  fea- 
tures that  have  set  new  standards  of 
performance  for  16  mm.  sound-on-film 
projection. 


AMPROSOUND 
MODEL  "X" 

S275.00 


c     -u  AMPRO  Precision  Silent 
*e^y  Projectors 

Ampro  Silent  Projectors  have  been  long  famous  for 
their  brilliant  illumination  and  ease  of  operation. 
They  are  today  approved  equipment  in  thousands  of 
schools,  colleges  and  homes  all  over  the  world. 
Among  people  who  know  16  mm.  projectors — Ampro 
is  recognized  as  the  standard  of  quality.  Send  coupon 
today  for  catalog  giving  full  particulars  including 
the  complete  Ampro  line. 


^ll.KNT   M(tl»Fr   Kl) 


AMPRO 


PRECISION  CINE  EQUIPMENT 
2839  N.  WESTERN  AVENUE 
CHICAGO,       ILLINOIS 


Pie3-«    send    m*     ihe    new     1940    Ampro    Cataloe- 

1    am 

p^irlirularly    inlFre>led    in: 

~    New   Ampro<.ound   Models  "X"  and  "Y" 

~     \mpro      16mm.     Silent     and     Convertible     lo     Sound 

Pro- 

jectur- 
~     \mpro   Tri-Purpo*e  Public  Address  System 

City Slate- 


^am 


If  it  i  s n't 
advertised 

Write  or  Wire 

umin 
uum 
nimi 

BllREAr 

20  North  Wacker  Drive 
Chicago,  Illinois 

— for  the  most  complete 
and  authoritative  market 
data  and  reference  infor- 
mation. Available  with- 
out obligation  to  any 
present  or  prospective 
user  of  motion  pictures, 
slidefilms  and  equipment. 


'''Advertising  oj  Producers  and 
Equipment  Concerns  is  subjected  to 
careful  scrutiny.  U'hile  the  publish- 
ers cannot  accept  responsibility  for 
all  products  and  services  offered  in 
these  pages,  every  possible  precau- 
tion is  taken  to  assure  representation 
oj  only  those  firms  capable  oj  jul- 
filling  obligations  according  to  the 
highest  standards  oj  the  commercial 
jilm   industry. 


THE  FILM  FORUM 

A     (loliiiiiii     of    Letters     from     our    Readers 

Editor,  Business  Screen: 

*  IF  YOU  have  extra  copies  of  No.  2.  Vol.  2. 
of  Business  Screen  we  would  appreciate  your 
sendiug  us  one.  As  a  matter  of  fact  we  finci 
your  magazine  very  interesting  and  if  you  could 
spare  them,  we  would  like  very  much  to  have 
you  send  us  two  copies  of  it  regularly  instead  nl 
the  one  which  we  are  now  getting. 

If  I  ma\  add  a  personal  comment  aliout  this 
magazine.  1  would  like  to  say  that  from  the  lihra- 
rian  standpoint  the  fact  that  it  is  not  dated  i^ 
somewhat  confusing.  I  hope  that  you  will  appre- 
ciate that  this  comment  is  not  made  in  the  spirit 
of  criticism  but  only  because  I  am  sure  that  you 
want  the  best  possible  use  made  of  your 
magazine. 

Julia  D.  Mann.  General  Data  DepartnicnI. 

.ASSOCIATIO.N   OF  NATION' \I.    \I)VKRT1SKRS.    IM. 


Editor,  Bu.uness  Screen  : 

♦  I  HAVE  been  greatly  interested  in  following 
Business  Screen  from  issue  to  issue,  and  tliifik 
you  are  to  be  enthusiastically  congratulated  fcir 
the  splendid  success  it  seems  to  be  meeting.  Even 
if  I  were  not  interested  in  its  contents  becau.se  of 
their  relationship  to  my  own  work.  I  should  find 
it  fascinating  reading. 

At  this  moment,  I  am  wondering  if  you  can 
tell  me  if  there  is  any  place  where  I  can  get  a 
list  of  industrial  and  scientific  films  which  might 
be  available  for  showing  here  at  the  Museum. 
\^  e  are  considering  e-xpanding  our  motion  pic- 
ture showings  in  this  direction,  and  while  I  have 
assembled  a  small  list  myself  from  whatever 
sources  I  can  pick  ujj  names  here  and  there.  I 
have  not  as  yet  found  any  catalogue  or  complete 
listing.  Perhaps  none  has  been  compiled  to 
date,  but  if  so.  I  thought  you  would  prohahh 
know  of  it.  and  I  would  be  very  glad  indeiil  if 
you  would  let  me  know. 

Marion  Clyde  McCarroll 

N.  Y.  MUSEUM  OF  SCIENCE  &  INDUSTKV 

Editor,  Business  Screen: 

♦  Some  time  ago,  a  writer  friend  of  mine 
left  a  scenario  outline  with  me,  saying  he  had 
thought  of  it  in  connection  with  one  of  our 
clients.  It  didn't  suit  our  needs,  but  I  wanted 
to  talk  to  him  about  it.  so  asked  him  to  come  in. 
He  never  called,  and  the  script  remained  in  my 
files  'til  this  morning  when  the  phone  rang.  It 
was  my  scenarist  friend.  After  the  usual  ameni- 
ties, came  this  query:  "Have  you  still  got  that 
.scenario  outline  I  wrote  up  for  one  of  your 
clients  about  a  year  ago?  I've  got  a  new  pros- 
pect I  think  can  use  it." 

Right  here.  I  believe,  is  the  basis  of  some  of 
the  wrong  thinking  that  goes  on  in  the  field  of 
commercial  movies.  Too  many  people  put  mo- 
tion-picture advertising  and  radio  advertising  in 
the  same  category.  A  good  radio  program  can 
change  sponsors  half  a  dozen  times  and  do  a 
good  job  for  every  sponsor  —  providing  each 
one  of  them  retains  the  program  long  enough 
to  get  the  accumulated  value  of  repeated  impres- 
sion. There  are  a  great  many  other  angles  to 
radio  advertising,  of  course,  hut  for  the  most 
pari,  the  fl'lea.se  turn  to  I'age  ?i\ ) 


These 
Advertisers 

Lead  the  Way  I 

rilKY  REPRESENT  A 
MAJORITY  OF  LE\D- 
IN(i  FILM  PRODUCING 
ORGANIZATIONS  AND 
E()L'TPMFNT  M\KERS' 


UlEKICAiN    RECONO.    INC. 

THE   AMPRO    CORPORATION 

\UDIO  PRODIXTIONS,  INC. 

BEI.I,   &    HOWEI.I.   COMPANY 

BURI.EICII    BROOKS.    INC. 

BURTON  Hdl.MES  FILMS.  INC. 

CARAVEI.   FILMS.   INC. 

CHICAGO   FILM    LABORATORY.   INC. 

COMMERCIAL   METAL    PRODUCTS    CO. 

CEO.  W.   COLBURN   LABORATORY 

DALITE  SCREE.N  CO.,  INC. 

COMMONWEALTH    PICTURES 

THE    DE    VRY    CORPORATION 

DOWLING   ANO    BROWNELI, 

EASTMAN   KODAK   COMPANY 

ELECTRO-ACOUSTIC   PRODUCTS 

Division  oj  Magnovox  Co..  Inc. 

INDUSTRIAL   PICTURES,   INC. 

THE  JAM  HANDY  ORGANIZATION 

KING  cole's  SOUND  SERVICE.   INC. 

LOUCKS  AND  NORLING  STUDIOS 

MODERN  TALKING  PICTURESERVICE.  INC. 

MOTION   PICTURE  BUREAU,   YMCA 

MOTION   PICTURE  SCREEN  & 

ACCESSORIES,    INC. 

NEIMADE   PRODUCTS   CORPORATION 

NU-ART   FILMS,   INC. 

IHUCIAL  MOTION  PICTURE  PRODUCERS 

OPERADIO   MANUFACTURING   CO. 

PHOTO  SOUND 

Division  oj  Sarra.  Inc. 

KMIIANT  LAMP   CORPORATION 

RWEN  SCREEN    CORPORATION 

RAY-BELL   FILMS.    INC. 

SOCIETY   FOR  VISUAL  EDUCATION,  INC. 

VAPOR\TE  CO.,   INC. 
\l(TOR    \NIMATOCR\PH    CORPORATION 

WEBSTER    ELECTRIC    CO. 

WEST  COA.ST  SOUND  STl  DIOS,  INC.  I  N.^.l 

EMERSON    YORKE 

'■'0«/y  llitise  (ulltTti.-.tTS  itppearing  itilhin 
the  last  six  months  art'  included  in  this 
listing.  A  rigid  pnlity  nf  adrertisin/i  re- 
atrirtiims  is  maintained  in  accordance  with 
the     hicihcsl    standard.^     iif     this    industry. 


[81 


Business  Screen 


BLENDING  PATRIOTISM 
WITH  SALES  APPEAL 


"TODAY — fflere  can  be  no  more  inspiring  ffiriff  for  any 
American  than  a  visii  to  Washinqfonl  A  city  steeped 
in  itistoric  tradition  .  .  .  where  you  fread  the  very  ground 
liallowed  by  America's  immortals;  where  you  stand  .  . 


Thus  is  reflected  the  inspirational  theme  which  carries 
through  the  Baltimore  &  Ohio  Railroad's  new  sound  motion 
picture  .  .  .  designed  to  promote  train  travel  to  the 
Nation's  Capital! 

Loucks  &  Norling  Studios  were  selected  to  make  this  new  pictorial 
presentation — based  on  B.  &  O.'s  recognition  of  the  freshness  of  our 
ideas,  plus  a  production  skill  backed  by  16  years'  experience  in  making 
outstanding  industrial  films. 

Ask  us  for  ideas  covering  your  next  motion  picture!  You'll  be  impressed 
at  the  newness  of  our  approach  to  your  sales  problem. 

LOUCKS  &  NORLING  STUDIOS 


245  West  55th  Street 


New  York  City 


Vutting  N^^  Sales  Ideas 
into  Sound  Slidefilms 

VISA  vox  visualizes  your  sales  problems  of  today  with  the  motion  picture 
technique  of  tomorrow — injecting  New  Ideas  to  help  you  sell!  In  full  colors, 
if  you  like. 

VISA  VOX  interprets  your  sales  message  in  such  clear,  concise,  dramatic  and 
convincing  form,  its  retention  by  any  audience  is  close  to  100  per  cent! 

We  maintain  our  own  staff  of  writers,  photographers,  artists  and  directors — each 
with  years  of  experience  in  producing  slidefilms. 

We  would  like  the  opportunity  to  suggest  a  VISA  VOX  solution  for  your  sales 
problems — as   we   have   for   many   other   industrial   firms. 


VISAVOX 

INCORPORATED 

(A  subsidiary  uf  Liiuiks  &  I\t>rling  Sliiiliiis) 
24'5  West  'JSth  Street  New  York  City 


NUMIIKK    TlIliKK       •        1940 


[9] 


•  •but 


People  have  to  see  your  sales  film  or  it's  money 
down  the  drain. 

But  what  people?  Wouldn't  it  be  better  if  nobody  but 
your  prospects  saw  your  film?  \Voukln"t  that  bring 
the  cost-per-customer-sold  down  to  rock  liottom? 

You  bet  it  would. 

Modern  Talking  Picture  Service  can  do  ju;<t  liiat. 
This  is  the  only  company  with 
the  national  distributive  set-up  to 
hand-pick  your  audience,   and 
pick  prospects  only. 

Name  your  market.  Women? 
Men?  Upper  Class?  Middle  Class? 
We'll  show  you  facts  that  prove  we 


WAITING  TO  SEE 
YOUR  SALES  FILM 
25,396  hand-picked  tconien  audiences, 
20,834  hand-picked  men  autliencea. 
46,230  total  hand-picked  audiences. 

Tbesr  are  only  auditrncrs  affilialfd  Kith 
18  naliuoal  activilie&.  Others  are  avail- 
aLle  —  all   ^uljject  to   your  selection. 


build  such  selective  audiences  for  your  sales  films. 

Name  your  cities.  East?  West?  North?  South? 
Modern  Talking  Picture  Service  has  operations  in  73 
major  trading  areas  with  46,230  audiences  on  call. 

Look  what  else  you  get.  Complete  publicity 
material,  advance  notices  to  home  office  and  all 
field  organizations,  complete  reports  of  each  audi- 
ence certified  as  to  attendance,  its  age  and  sex. 
Add  to  this  Modern  Talking  Pic- 
ture Service's  up-to-date  equip- 
ment and  experience  in  screenings 
and  you  see  why  the  Modern  way 
is  the  Profitable  way  to  distribute 
your  sales  film  ..  .anywhere. 

Send  lor  liooklct  today. 


MOIJEKIVI   TALKIf^G    PICTUUE    SEIIVICE,  INC 


9  Rockefeller  Plaza,  New  York  City 


TALKING 
PICTURE 
SERVICE 


[10] 


Business  Sciuoia 


THE  SECOND  OF  A 
SERIES  ON  FILMS 
FOR      BUSINESS... 


i\D  FILMS 


HOW    MOTION    PICT  I  RES    &    SLIDE  FILMS 
SERVE  THIS   BASIC   AMERICAN  INDUSTRY 


•  Food  and  shelter,  man's  first 
essential  needs,  divide  between  them 
nearly  half  of  our  total  national 
income.  According  to  one  authority 
from  seventeen  to  twenty-four  bil- 
lion dollars  annually  is  expended 
to  feed  120.000.000  .\mericans:  one 
authority  sets  the  figure  at  S19.- 
(il4.000.000  or  22  per  cent  of  the 
national  income.  Only  shelter,  ac- 
counted for  as  home  occupancy  and 
maintenance,  came  anywhere  near 
this  figure  and  then  only  accounted 
for  slightly  less  than  twenty-three 
billion  dollars  or  25.6  per  cent  of 
our  national  income  in  1929.  Dur- 
ing the  depression  years,  the  tables 
were  undoubtedly  reversed.  There 
was  no  apparent  decline  in  our  na- 
tional food  consumption  but  no  one 
will  question  the  collapse  of  urban 
building  activity,  stimulated  only 
by  Federal  aid. 

Meat,  meat  products  and  poultry 
led  all  other  food  products  in  the 
value  consumed:  grocery  and  deli- 
catessen products  and  dairv  prod- 
ucts tied  for  second.  Together  these 
three  classes  of  foodstuffs  account 
for  more  than  ten  billion  dollars  or 
well  over  half  the  total  value  of  all 
products  consumed. 

532.010  retail  food  establish- 
ments were  key  factors  in  disposing 
of   88,322.425.000   worth    of   food 


products  according  to  the  last  Cen- 
sus of  American  Business.  1935. 

But  a  panoramic  view  of  the  food 
industry  is  more  than  an  impres- 
sion of  figures — it  is  a  bewildering 
montage  of  nationally  advertised 
brands,  of  independents  vs.  chain 
stores,    of   producers   and   growers. 


processers  and  packers.  Behind  them 
all — the  largest  market  of  any  in- 
dustry— stands  our  entire  national 
population  and  the  millions  in 
foreign  lands  to  whom  many  Amer- 
ican food  products  are  as  familiar 
as  they  are  at  home. 

Films  enter  this  seene  tvhere  sell- 


iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiniiittiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 

NUMBER  AND  \OLLME  OF  SALES  OF  RETAIL  FOOD 
STORES  CLASSIFIED  BY  KIND  OF  BUSINESS.  1935' 

Number  of  Sales 

Kind  of  business  Stores  Per  cent  (000)       Percent 

All  food  stores 532.010  100.0      88..362.425        100.0 

Grocerv    stores    without 

meats  188.738  35.4  2.202.607          26.3 

Grocery  stores  with 

meats  166.233  31.3  4.149.813          49.6 

Candy  and  confectionerv 

stores  '-  55.197  10.4  314,467            3.7 

Fruit  and  vegetable 

stores   32.632  6.1  215.965             2.6 

Meat  markets 32.555  6.1  565.640             6.8 

Dairv-products  stores 

and  milk  dealers 16.380  3.1  576.351            6.9 

Bakeries  and  caterers 14.150  2.7  99.908             1.2 

Fish  markets— sea-food..  6.919  1.3  46.811               .6 

Delicatessen  stores 6.554  1.2  88.708            I.l 

Eggs  and  poultrv  dealers  5.747  1.1  52.404               .6 

Odier  food  stores 6.905  1.3  49.751              .6 

*Source:    U.    S.    Bureau   of   the   Census.    Census   of   Business:    1935,    Retail   Dis- 
tribution. I. 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^        iiiniiiiiiii i iiiiiiniiii 


ing  begins.  First  as  a  co-ordinating 
medium  between  the  processer  and 
wholesaler  or  jobber,  slidefilms  and 
motion  pictures  are  used  to  show 
the  company's  salesmen  and  then 
the  wholesaler  and  his  salesmen  the 
merits  of  the  product,  its  advertis- 
ing background  and  other  selling 
aids.  Then  slidefilms  and  motion 
pictures  are  used  to  promote  the 
sale  of  the  product  to  tlie  retailer 
and  finally  to  assist  and  train  the 
retailers  salesmen  in  selling. 

The  other  half  of  films'  service 
to  the  food  industry  is  that  of  direct 
consumer  selling.  Here  motion  pic- 
tures showing  the  manufacture  and 
other  preparation  of  the  product  or 
an  exposition  of  its  use  familiarize 
consumer  prospects  with  its  advan- 
tages, create  demand  in  a  more 
thorough  way  than  is  possible 
through  other  forms  of  advertising. 

An  important  phase  of  film  op- 
portunity, however,  remains  little 
explored  as  yet.  In  the  very  size  of 
national  distribution  networks  set 
up  by  chain  organizations  and  in 
similiar  units  organized  as  retailer- 
owned  chains  and  wholesale  co- 
operatives lie  hazards  of  impersonal 
management.  Distant  control  often 
calls  for  frequent  aids  to  salesman- 
ship and  morale.  Here  films  have  an 
important  task  yet  to  be  performed. 


Number  Three     •     1940 


[111 


UUU  All 
PICKUM  GOODS 


FILMS  HELP  SALESMEN  AND  SELL  PRODUCTS 


•  MOTION  PICTURES  for  consumer 
selling;  sound  slidefilms  for  sales- 
men training  —  that's  the  typical 
division  of  film  activities  which  par- 
ticularly applies  lo  the  canners  and 
packers  of  food  products. 

A  leader  in  this  field  is  the  H.  J. 
Heinz  Co.,  who  have  been  using  films 
"since  the  medium  was  discovered" 
and  whose  latest  sound  motion  pic- 
ture Yesterday,  Today  and  Tomor- 
row has  a  pre-determined  mark  of 
ten  million  persons  to  reach  before 
it  has  completed  its  span  of  useful- 
ness. With  a  hundred  prints  in 
circulation  that  goal  may  not  be 
far  away. 

Heinz  pictures,  including  Seeds 
of  Service,  produced  in  "37  and  The 
Love  Apple,  more  recent,  have  the 
all-inclusive  aim  of  reaching  ""all 
who  eat  —  and  that  means  every- 
body." To  attain  this  mark,  a  total 
of  fifty  sound  projectors  are  owned 
and  actively  operated.  The  subject 
matter  of  all  pictures  is  of  general 
interest.  Yesterday.  Today  and  To- 
morrow, a  three-reeler.  deals  with 
the  story  of  food  preservation. 

Scenes  in  ^'Imprisoned  Freshness'^ 
lokich   tells   the  story   behind  .  .  . 

BIRDSEYE  FROSTED  FOODS 


Presenting  Nucoa  Advertising 

♦  The  Best  Foods.  Inc.,  use  both 
Kodachrome  slides  and  sound  mo- 
tion pictures  to  promote  the  Com- 
panys  famed  ""Nucoa"  and  other 
brands.  The  motion  picture.  Touch- 
down Teamwork,  was  actually  a 
motion  slidefilm  incorporating  li- 
brary material  for  background  with 
step-by-step  slides.  For  the  presen- 
tation of  advertising  campaigns  to 
the  Company's  sales  and  distribut- 
ing organization,  individual  Koda- 
chrome slides  are  used  to  replace 
the  old-fashioned  bulky  charts  of 
the  past.  From  forty  to  fifty  slides 
are  incorporated  in  each  set, 

♦  Another  outstanding  user  is  the 
.Minnesota  Valley  Canning  Com- 
])any  whose  new  sound  motion  pic- 
ture The  Green  Giant  tells  the  story 
of  the  growing  and  packing  the 
Company's  Green  Giant  brands. 
Movies  are  principally  employed 
for  training  salesmen  and  brokers 
and  informing  jobbers  and  retail- 
ers' salesmen  as  well  as  consumers. 
Showings  are  made  to  grocer 
groups  as  well  as  through  clubs  and 
schools. 

♦  Chicken  oj  the  Sea.  the  Van 
Camp   Sea   Food   Company's  sound 


^^^       ^    both    Kodachrome    slides    and    a    sound    motion    picture 
oEjS  1     rOOUS    are    uaed    for    sales    and    adrertisitjg    promotion    .    .    . 


motion  picture  was  shown  to  3.380 
audiences  during  a  12-month  pe- 
riod. Shown  to  brokers,  salesmen 
and  dealers  as  well  as  consumers, 
the  picture  is  in  heavy  demand  at 
all  times.  Van  Camp  has  used  the 
medium  for  five  years  and  is  now 
replacing  ihe  current  feature  with 
a  full-color  presentation  now  in 
production.  In  addition  a  new 
dealer  trade  film  is  produced  each 
year.  Of  the  medium  the  sponsor 
says:  "Our  film  use  and  investment 
has  become  greater  each  year  due 
lo  the  fine  job  they  have  done  for 
us." 

Other  notable  film  promotion  on 
behalf  of  the  canned  sea  food  in- 
terests must  include  mention  of 
Alaska's  Silver  Millions  sponsored 
by  American  Can  on  behalf  of  the 
salmon  canners.  Really  little  more 
than  a  re-ediled  version  of  a  Father 
Hubbard  (The  Glacier  Priest)  Alas- 
kan adventure,  this  picture  has  been 
acclaimed      by      school      audiences 


■'FILM  SPONSORS 

♦MEDIUM 

*  SHOWN  TO 

♦SUMMARY 

American  Can  Company 

Sound  Mo.  Pic. 

Schools,  etc. 

Prom.  Can.  Salmon  Ind. 

Best  Foods,  Inc. 

SIdfs.  &  Mo.  Pic. 

Sales  Org. 

Pres.  Adv.  Campaigns 

Booth  Fisheries 

Silent  Mo.  Pic. 

Adult  Groups 

General  Sales  Prom. 

California  Pack.  Corp. 

Sound  Mo.  Pic. 

Consumers 

Del  Monte  promotion 

Canadian  Salmon  Ind. 

Sound   Mo.  Pic. 

Schools-Clubs 

General  Sales  Prom. 

Frosted  Foods  Sales 

Silent  Mo.  Pic. 

Clubs-Schools 

Prom.  Frozen  Foods 

General  Foods  Corp 

Slidefilm 

Sales-Dealers 

Sales  &  Prd.  Prom. 

H.  J.  Heinz  Company 

Sound  Mo.  Pic. 

Consumers 

Prom.  Heinz  Products 

Hershey  Chocolate  Co. 

Sound  Mo.  Pic. 

Clubs-Schools 

Story  of  Chocolate 

Knox  Gelatine  Co. 

S-M-P  (Tieup) 

Consumers-W 

Cooking  School  tieup 

LIbby,  McNeill  &  Libby 

SIdfs.  &  Mo.  Pic. 

Sales-Cons 

SIds  for  dealer  mtgs 

Minn.  Valley  Can  Co. 

Sound  Mo.  Pic. 

Clubs-Schools 

Production  promotion 

Northwestern  Yeast  Co. 

Sound  Mo.  Pic. 

Consumers-W 

New  breadmaking  method 

Standard  Brands,  Inc. 

Sound  Mo.  Pic. 

Bakers 

Fleischmanns  Yeast  Pro. 

Van  Camp  Sea  Food  Co. 

Sound  Mo.  Pic. 

Sales  &  Cons. 

Promoting  tuna  sales 

throughout  the  country  as  one  of 
the  finest  commercial  films  made. 
Several  sound  pictures  produced 
by  the  Canadian  salmon  industry 
are  also  being  shown  in  schools 
and  before  adult  groups.  Booth 
Fisheries  offer  another  in  a  silent 
version  but  do  not  aggressively 
pursue  bookings.  Activity  by  Maine 
fishing  interests  is  noted. 

♦  A  list  of  additional  sponsors, 
users  of  either  slidefilms  or  motion 
pictures,  might  well  include  famed 
Campbell  Soup  Company.  Knox 
Gelatine.  (^)uaker  Oats.  Beechnut 
Packing  Company  and  mention  of 
the  meat  packers  (reviewed  last  is- 
sue) would  include  Swift,  .\rmour 
and  three  New  England  pork  |)ack- 
ers  now  sponsoring  a  group  show- 
ing camjjaign  via  Modern  Talkini^ 
Picture  Service  in  that  territory. 

LlBBY   Sl.IDF.KlI.MS   I-OR   PROMOTION 

♦  In  1924  Libby.  McNeill  and 
Libby  started  using  glass  stereop- 
ticon  slides  of  olive  growing  and 
canning  to  show  at  dealer  and  job- 
ber meetings.  1929  and  '30  saw 
the  first  use  of  silent  slidefilms. 
These  consisted  of  thirty  or  forty 
frames  on  the  picking  and  can- 
ning of  peaches,  with  alternate 
captions  and  pictures.  Showings 
were  for  dealers  and  jobbers  ex- 
clusively. 

Libby  made  movies  of  their  pup- 
pet show  at  the  Chicago  World's 
Fair  of  1933  and  showed  them  to 
dealers  and  jobbers  primarily. 
However,  there  were  some  showings 
lo  consumer  groups,  but  only  b\ 
request  and  special  arrangement. 
These  pictures  were  of  the  early 
variety  sound;  i.  e.:  synchronized 
records. 

Shortly  after  this  Mr.  J.  R.  Col- 
lins, advertising  manager  of  Libby. 
originated  the  idea  of  making  slide 
films  on  the  suliject  of  Libby's  con- 
ception of  the  irreducible  elements 
of  good  merchandising.    These  are: 

1.  Counter  Display;  2.  Advertis- 


Blisiness  Screen 


ing:  3.  Special  Sales:  4.  Personal 
Selling:  5.  Window  Display. 

Sound  slidefilms  on  these  snl)- 
jects  have  lieen  made  and  shown 
with  considerable  success,  excepting 
the  fifth  subject  which  has  nol  been 
made  but  is  under  consideration  at 
the  present  lime.  Other  sound  slide- 
films  have  been  Srilirij:;  the  Lihin 
Idea,  and  A  Libby  Ad  Is  Born. 

There  have  been  three  sound 
movies  since  the  puppet  opus;  in 
1936.  .S()/(f/  Foods  in  the  Infant 
Dietary  for  physicians  and  nurses: 
in  1937.  Your  Big  and  Little  Cus- 
tomer, for  the  dealer  audience:  and 
another  film.  /(  Speaks  for  Itself. 
The  company  maintains  seven  Bell 
&  Howell  Filmosounds  and  fifteen 
filmslide  projectors.  These  are  dis- 
tributed throughout  the  various 
branches.  Lihbys  films  are  shown 
to  approximately  2,000  groups  each 
year.  These  audiences  are  usually 
obtained  through  local  grocers'  as- 
sociations. 

BiRDSEVE  Shows  Retailers 

♦  Club  ghoups.  lodges  and  other 
adult  organizations  as  well  as  re- 
tailer groups  are  entertained  by  the 
showing  of  a  moving  picture  which 
depicts  the  patented  process  of 
quick-freezing  used  for  Birds  Eye 
Foods.  Full-ripened  fruits  in  win- 
ter, ocean-fresh  seafoods  hundreds 
of  miles  from  the  sea.  the  finest 
meats  and  poultry  at  all  times  — 
these  are  some  of  the  miracles 
brought  about  by  this  new  modern 
method  of  packing  foods. 

The  picture  takes  the  audience 
right  to  the  fields,  the  farms  and 
the  packaging  plants  and  traces 
various  vegetables,  poultry  and  sea- 
foods through  the  harvesting,  clean- 
ing and  packaging  operations  they 
undergo  before  they  reach  the  final 
stage  of  quick-freezing. 

The  picture  points  out  the  rela- 
tive difference  between  quick-freez- 
ing and  ordinary  freezing  and 
shows  specifically  why  quick-freez- 
ing retains  the  full  llavor  and  tex- 
ture of  the  food.  The  Birds  Eye 
film  is  a  remarkable  demonstration 
of  the  methods  emj)loyed  to  seal 
flavor  and  goodness  of  food  for  an 
indefinite  period. 

Canadian  Advertising  Man 
Presents  Prograih  Idea 

♦  In  a  recent  proposal  delivered 
before  a  meeting  of  the  Canned 
Foods  Association  groups  in  Can- 
ada. Russell  T.  Kellev.  Canadian  ad- 
vertising executive,  put  forward  the 
use  of  institutional  motion  pictures 
as  the  basis  of  a  Dominion-Avide 
campaign.  We  quote  from  Kelleys 
m.s. : 

♦  A  FEW  years  ago  we  had  four 
major  forms  of  advertising — news- 


NORTH  WES  TERN     VEAST        LIBBY.    M.NEIIX    t<{    LIBBY 


J.     HEINZ     COMPANY 


Number  Three 


1910 


.4   sound   Hioz'ir,   "Lct*s   Be   Modern" 
is      shni.-}i      to      consuiiter     audiences. 


paper,  magazine,  billboard  and  di- 
rect mail.  Then  came  radio,  and 
during  the  past  four  or  five  years 
in  my  opinion  another  major  form 
of  advertising  has  come  to  the  fore 
—  it  is  the  talking  movie,  and  in  no 
way  could  it  be  more  valuable  dian 
to   the  Canned  Food   Industry. 

There  is  one  great  advantage  in 
this  form  of  advertising  —  it  is  not 
only  instructive  but  it  can  also  be 
made  most  entertaining.  You  can 
tell  the  public  about  your  product, 
von  can  show  it  to  them  under 
pleasant  surroundings,  in  fact  it  is 
often  like  taking  a  sugar-coated  pill. 

There  are  today  many  women's 
organizations — The  National  Coun- 
cil of  Women.  The  Daughters  of 
the  Empire.  Women's  Canadian 
tdul).  Women's  Institutes,  political 
organizations,  lodges,  societies  ami 
church  organizations  without  num- 
ber. Such  a  picture  could  also  be 
made  so  that  it  would  be  of  interest 
to  men.  Now  both  these  women  s 
and  men's  clubs  are  constantly  on 
the  lookout  for  speakers.  It  is  safe 
to  say  that  a  picture  such  as  I  sug- 
gest could  be  shown  at  least  400 
times  in  a  year. 

In  addition  to  this  work  of  bring- 
ing the  story  of  your  industry  to 
the  consuming  public,  a  picture  such 
as  this  could  be  shown  on  many 
evenings  to  retail  organizations,  to 
sales  conventions. 


■           r 

^  : 

^ 

.Sequence    from    "Solid    Foods    in    the 
Infant  Dietary"  Libby's  sound  movie. 


There  are  quite  a  number  of 
Canadian  newspapers  putting  on 
cooking  schools.  All  that  is  neces- 
sary is  to  take  a  certain  amount  of 
space  in  these  newspapers  in  this 
connection  and  then  we  believe  it 
could  be  arranged  for  this  picture 
to  be  shown  each  day  at  the  cook- 
ing school.  Experience  shows  these 
schools  have  capacity  crowds. 

The  ingredients  of  canned  fruits, 
vegetables  and  soups  come  from 
four  or  five  of  the  provinces  of 
Canada,  so  the  picture  could  be 
given  a  real  Canadian  flavor. 

— Russell  Keller 


Typical    of    Heine    promotional    films 
leas   "Seeds   of   Service"    (in   sound). 


Many  Opportunities  For 
The  Coming  Year 
♦  1940  can  be  a  year  of  oppor- 
tunity for  the  processors  and  pack- 
ers of  food  products.  If,  as  most 
advertising  and  sales  promotional 
executives  will  agree,  the  Consumer 
Movement  is  the  Problem  of  the 
\ear — then  it  can  be  met  better  with 
sound  motion  picture  and  sound 
slidefilm  educational  material.  Ex- 
plain the  making  of  your  product 
— the  purity  of  its  ingredients — 
and  its  nutrient  qualities  for  the 
thousands  of  waiting  groups  of  ac- 
livelv  interested  citizens. 


rTivci?*!     iTi^krkrkC     — uses   sound   slidefilvis   to   help   salesmen   do   a 


If  you  have  aroused^  new  i 
product  and  shown  the  grocer  convincin 
Benefits,  he  will  be  ready  for  your  ideas  c 
i^Consumer  Merchandising  —  because  here 
where  you  help  him  move  the  merchandis 
to  his  customers Ji^Bli  //J 


1^  f^.m\'%A  .    j 


LliPKI-* 


DJIRV  PRODUCTS 

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIII^ 


*FILM  SPONSORS 

•MEDIUM 

*  SHOWN  TO 

♦SUMMARY 

The  Borden  Company 

Sound  Mo.  Pic. 

Consumers 

National  Sales  Prom. 

Bowman  Dairy  Company 

Sound  Mo.  Pic. 

Consumers 

Pro.  Millc  Consumption 

Carnation  Company 

SIdf.  &  M.  P. 

Salesmen-Cons. 

Mo.  Pic.  on  Infant  Care 

Dairy  Council  (Bait.) 

Sound  Mo.  Pic. 

Consumers 

Increase  product  use 

Evaporated  Millt  Assn. 

Silent  Mo.  Pic. 

Consumers 

Story  of  Evap.  MitIt 

H.  P.  Hood  &  Sons.  Inc. 

Sound  Mo.  Pic. 

Consumers 

Regional  Sales  Prom. 

Int.  Assn.  Millc  Dealers 

Slidefilms 

Route  Salesmen 

Training  memb.  sales 

Kraft-Phenix  Cheese 

Slidefilms 

Sales-Dealers 

Product  Prom.  &  Train. 

Milk  Ind.  Foundation 

SIdfms.  &  M.  P. 

Clubs-Schools 

Goodwill-Educ.  Dealer 

National  Dairy  Council 

Sound  Mo.  Pic. 

Consumers 

Goodwill  Advertising 

National  Dairy  Prods. 

5ldfs-Mo.  Pic. 

Dairies-Sales 

Sales  Promotion 

Reid  Ice  Cream  Co. 

Sound  Mo.  Pic. 

Consumers 

Series-Sales  Prom. 

Roquefort  Cheese  Assn. 

Sound  Mo.  Pic. 

Consumers 

Product  Education 

Sheffield  Farms  Co. 

Sound  Mo.  Pic. 

Consumers 

Increased  Consumption 

Wise.  Research  Found. 

Sound   Mo.  Pic. 

Consumers 

Prom.  Vitamin  "D" 

•  THE  DAIRY  INDISTRV  Stands  Very 
near  the  top  in  the  value  of  its 
products  sold  as  compared  to  other 
fields  within  the  food  industry.  For 
the  purpose  of  this  film  classifica- 
tion those  principal  products  are 
milk,  butter,  cheese  and  ice  cream, 
and  sponsorship  of  pictures  is  cor- 
respondingly  divided. 

Both  the  dairies  and  their  numer- 
ous trade  and  dealer  organizations 
are  responsible  for  the  majority  of 
films.  Again  it  is  motion  pictures 
that  are  used  for  consumer  educa- 
tion and  general  public  showing 
whereas  slidefilms  are  principally 
employed  for  training  the  milk 
man,  promotion  among  milk  deal- 
ers and  employe  relations. 

Such  organizations  as  the  Na- 
tional and  regional  Dairy  Councils 
and  several  associations  have  made 
excellent  use  of  sound  motion  pic- 
tures among  adult  and  school 
groups.  The  latest  of  these  is  More 
Life  in  Living,  the  National  Dairy 
Council  film;  regional  dairy  coun- 
cils such  as  the  Baltimore  group 
have  also  contributed  worthwhile 
material.  Among  company  spon- 
sors, the  Borden  motion  picture  The 
Eiplity  Years  has  been  widely  ac- 
claimed and  is  said  to  be  supple- 
mented soon.  Bowman  Dairy  has 
Adventures  in  Milk  and  the  Milk 
Industry  Foundation  has  produced 
both  movies  and  slidefilms  of  which 
the  latest  is  the  sound  motion  pic- 
ture  Here's   to   Health. 

{At  lejt)  Scenes  from  the  Seal  test 
slidefilni  produced  for  National 
Dairy     Products     by    Atlas    Films 

NATIONAL  DAIRY  PRODUCTS 


♦  National  Dairy  Products  slide- 
films  stress  the  importance  of  the 
Sealtest  System  of  Laboratory  Pro- 
lection.  Scenes  from  these  produc- 
tions are  shown  at  the  left.  \^1iile 
this  System  confines  itself  to  added 
protection  for  its  dairy  products, 
it  is  unquestionably  one  of  the  great 
laboratory  systems  of  its  kind  de- 
voted to  experimental  research  in 
Dairy  Products.  The  Sealtest  Sys- 
tem includes  over  one  hundred  plant 
laboratories,  ten  zone  laboratories, 
and  a  master  Laboratory  in  Balti- 
more. There  is  also  a  Sealtest  Ex- 
perimental   Kitchen    in    New   York. 

♦  Three  other  fields  within  the 
dairy  industry  include  film  users. 
Evaporated  and  condensed  milk 
producers  and  the  Evaporated  Milk 
Association  have  sponsored  motion 

An    economic    point    illustrated    by 


NATIONAL    DAIRY    COUNCIL 

{Above)  "More  Life  in  Living"  pro- 
duced by  Burton  Holmes  Films  for 
the  Council  is  shown  to  consumers 


pictures.  The  Carnation  Company 
uses  a  slidefilm  to  train  Company 
salesmen  and  has  also  sponsored  a 
motion  picture  on  infant  care.  Ice 
cream  makers  such  as  Reid.  H.  P. 
Hood  &  Sons.  Inc.,  and  Breyer  used 
motion  pictures  for  consumer  sell- 
ing. The  final  field  of  use  is  that 
of  the  cheese  producer.  Kraft- 
Phenix  and  the  Roquefort  Cheese 
Association  are  typical  users  of 
both  slidefilms  and  movies. 

THE    MILK    FOUNDATION 

}  ucafilm     in     "The    Milk    Dollar" 


MILK  THECOUNTRYSn  CROP 


Business  Screen 


COFFEE 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

•    THE    COFFEE    INDISTRV    lias    clotU' 

a  notable  job  in  promotion  of  con- 
sumer interest  and  sales  tiirongb 
major  sound  motion  ])icture  re- 
leases. Two  features  typify  tbe  bigli 
character  of  material  available, 
notably  Jerry  Pulls  the  Strings,  dis- 
tributed last  year  on  behalf  of  tbe 
coffee  industry  by  its  sponsor,  tbe 
American  Can  Company  and  Be- 
hind the  Cup.  the  all-Cinecolor  4- 
reel  production  exhibited  at  tbe 
Golden  Gate  Exposition  in  a  theatre 
built  especially  for  that  purpose  by 
Hills  Brothers,  tbe  sponsor. 

Jerry  began  his  career  at  the 
country's  outstanding  grocer  conven- 
tionsandmeetingslastyear.  Asimpic 
dramatic  story  \vhicb  featured  tbe 
use  of  puppets  enacting  tbe  history 
of  coffee  in  a  highly  entertaining 
sequence.  Jerry  was  contributed  to 
the  industry  by  American  Can.  It 
has  been  made  available  to  all  types 
of  groups  but  particularly  to  schools 
through  the  sponsor's  own  distribu- 
tion facilities.  For  school  showings, 
it  was  accompanied  by  teachers' 
guides  especially  written  for  tbe 
purpose.  The  picture  was  selected 
as  one  of  the  year's  best  by  a  Busi- 
ness Screen   Reviewing   Committee. 

Behind  the  Cup  offered  one  of  tbe 
finest  delineations  of  Cinecolor  )'et 
seen.  Shown  only  at  tbe  San  Fran- 
cisco Golden  Gate  Exposition  last 
year,  it  is  expected  to  be  released 
in  a  16  mm  Cinecolor  version  be- 
fore long.  Hills  Brothers  have  an 
earlier  film  which  was  shown  to 
an  average  of  10.000  persons  a 
month  during  its  decade  of  use. 
T.  C.  \^ilson.  Hills  Bros,  advertis- 
ing   manager,    personally    directed 

"Coffee   From   Brazil   to    You"    was 


A  JVl  rj  K  1  C  .A  IN     (^  A  1\     ^pon.'iored    the    Cariwel-prcdactd    soKVfl    motion    picture    "Jerry    Pulls    the    Strings" 


the  editing  of  Behind  the  Cup  as 
well  as  narration.  Showings  during 
tbe  Exposition  period  reached  well 
over  a  quarter  of  million  persons. 
The  Company's  theatre  was  one  of 
the  Fair  high-spots  for  design  and 
all    around   comfort.     Consequently 


the  facilities  of  the  Motion  Picture 
Bureau  of  the  YMCA.  Millions  of 
adults  and  children  have  enjoyed 
this  scenic  airplane  lour  to  South 
America  and  the  coffee  country  and 
the  crisp  narration  of  Lowell 
Thomas. 


*FILM  SPONSORS 

•MEDIUM 

*  SHOWN  TO 

♦SUMMARY 

A.  &  P.  Coffee  Service 

Sound  Mo.  Pic. 

Clubs-Schools 

Sales  Promotion 

American  Can  Company 

Sound  Mo.  Pic. 

Cons.  &  DIrs. 

Coffee  Ind.  Promotion 

American  Coffee  Co. 

Sound  Mo.  Pic. 

Consumers 

Selling  the  producf 

Hills  Brothers 

Sound  Mo.  Pic. 

Consumers 

San.  Fran.  Fair  feature 

Instant  Postum   |G.  F.| 

Minute  Movies 

Theatre  Aud. 

Straight  advertising 

Natl.  Fed.  (Colombia) 

Sound  Mo.  Pic. 

General  Aud. 

Prom.  Colombia  coffee 

Pan-American  Union 

Sound  Mo.  Pic. 

Clubs-Schools 

Coffee  Ind.  Promotion 

Tea  Bureau,  Inc. 

Sound  Mo.  Pic. 

Grocer  Groups 

Increasing  Tea  Sales 

Thomas  J.  Upton,  Inc. 

Sound  Mo.  Pic. 

Consumers-W 

Cooking  School  Tieup 

all  showings  were  well  attended  by 
visitors  at   the  \^'estern   exposition. 

Other  Coffee  Industry  Films 

♦  Two  films  offered  under  tbe 
sponsorship  of  the  Coffee  Service 
division  of  tbe  Great  Atlantic  & 
Pacific  Tea  Company  are  now  in 
circulation.  In  its  fifth  year  of 
active  service  is  E.xploring  the 
Coffee    Continent    offered    through 

A    &    P    COFFEE    SERVICE 

produced   by    }Villiam   Burton   Larscn 


Coffee  From  Brazil  to  You,  a  two- 
reeler  produced  two  years  ago  under 
the  auspices  of  the  Pan-American 
Union  is  the  other  subject.  Ex- 
clusively on  Brazilian  coffee,  this 
picture  was  shown  last  year  at  tbe 
Brazilian  Pavilion  at  the  New  York 
\^  orld's  Fair.  Distribution  is 
through  the  Pan   American   Union. 

Other  subjects  offered  by  the 
coffee  industry  include  tbe  3-reel 
silent  The  Land  of  Coffee,  produced 
for  the  National  Federation  of 
Coffee  Growers  of  Colombia.  Re- 
lating the  story  of  Colombia  as  well 
as  of  its  coffee  production.  The 
Land  is  adequately  entertaining. 
The  American  Coffee  Company  has 
sponsored  sound  motion  pictures 
also  and  the  field  is  rounded  out 
by  several  motion  picture  and 
sound  slidefilm  programs  offering 
direct  promotional  aids. 

Kroger  and  Jewel  Tea  have  been 
foremost  in  this  activity.  Both  use 
subjects  for  organizational  promo- 
lion  and  Jewel  particularly 
fashioned  its  sound  slidefilm  for  the 
purpose  of  showing  route  salesmen 
bow  to  make  and  use  a  coffee  sale. 
Instant  Postum  is  reported  to  have 
used  theatre  screen  advertising  of 
tbe  "minute  movies"  type  for 
straight  advertising  of  tbe  product 
to  consumers. 


m     BUREAU  ISS 
SOUND    FI 


UES 
LM 


♦  THE  OUTSTANDING  film  promo- 
tional effort  on  behalf  of  the  tea 
industry  was  last  year's  production 
Ei'ervbody's  Business  sponsored  by 
tbe  Tea  Bureau.  Inc.  According  to 
Benjamin  Wood,  Managing  Direc- 
tor of  tbe  Tea  Bureau,  the  picture's 
purpose  is  to  "provide  an  oppor- 
tunity for  the  men  who  work  behind 
counters  to  learn  new  and  profit- 
able methods  in  an  entertaining. 
pictorial  manner." 

To  be  used  by  sponsors  within 
the  industry,  the  picture  was 
screened  last  year  at  numerous  re- 
tailer meetings  through  the  facili- 
ties of  tbe  Tea  Bureau  and  co-oper- 
ating sponsors. 

Tbe  story  relates  the  place  of 
tea  in  the  grocer's  line  through  a 
dramatic  narrative  of  a  struggling 
young  grocer  and  his  experienced 
father.  Through  tbe  pages  of  a 
Tea  Bureau  booklet,  tbe  characters 
and  the  audience  learn  of  national 
survey  findings  on  tbe  importance 
of  tea  to  the  American  family,  of 
tbe  differences  in  types  of  tea.  The 
remainder  of  the  film  deals  with 
merchandising  aids  and  shows  dis- 
plays and  sales  methods  which 
profited  grocers. 

Lipton's  Cooking  School  Tieup 

♦  Thomas  J.  Lipton  participated  in 
the  motion  picture  cooking  schools 
of  Pictorial  Promotions,  Inc.  This 
syndicated  program  is  sponsored  by 
smaller  city  newspapers  on  a  tieup 
advertising  basis  and  various  par- 
ticipants such  as  Kraft.  Lipton, 
Pillsbury.  etc.,  are  featured  in  the 
picture  on  a  cooperative  basis. 

Summary  of  Opportunities 

♦  Both  the  coffee  and  tea  indus- 
tries have  used  the  film  medium 
with  outstanding  success.  In  Hills 
Brothers'  Behind  the  Cup  is  an  in- 
dication of  what  may  be  done  in  the 
future.  Here  the  excellence  of  color 
gave  new  meaning  to  an  otherwise 
fairly  familiar  scene.  The  tea  in- 
dustry still  has  such  an  opportunitv- 


NuMBER  Three 


1940 


[15] 


BiKiii; 


NATIONAL    BISCUIT    SHOWS 
TO  MILLIONS  AT  N.  Y.  FAIR 


•  THE  NATIONAL  BISCUIT  COMPANY  S 
theatre  at  the  New  York  World's 
Fair  played  to  near-capacity  houses 
at  almost  every  performance 
throughout  the  Fair  season  last 
year.  That  sums  up  a  success  story 
for  this  sponsor  and  for  the  me- 
dium. The  two  pictures.  Mickey's 
Surprise  Party  and  Around  the 
Clock  with  the  Cues,  were  especial- 
ly produced  in  Technicolor  for  Fair 
audiences.  The  boxoffice  pull  of  the 
original  Mickey  Mouse  cartoon  was 
well  balanced  with  the  almost 
straight  advertising  of  the  short 
dramatic  skit.  Here  again,  top- 
notch  showmanship  was  exhibited 
in  the  use  of  Waller  O'Keefe  as 
narrator   for   the   Cues. 

Before,  during  and  since  the 
Fair.  NBC  has  had  several  sound 
movies  in  circulation.  Of  these  the 
.35-minute  Romance  on  Main  Street 
is  the  best.  This  dramatic  feature 
was  produced  for  grocer  meetings 
and  trade  showings  in  contrast  to 
the  straight  consumer  appeal  of  the 
Fair  subjects.  Here  the  story  of 
successful  merchandising  takes 
precedence. 

Again  on  the  consumer  slant  is 
Winners  With  Wheat,  a  Shredded 
Wheat  picture  edited  particularly 
for  school  audiences  and  shown  na- 
tionally through  the  facilities  of  the 


Castle  organization.  Winners  ties 
in  a  lour  of  the  Shredded  Wheat 
plant  as  well  as  athletic  sequenses 
and  interviews  with  famous  coaches 
on  the  subject  of  food  and  energy. 

Improving  Employee  Relations 

♦  To  its  employees  Loose-Wiles 
Bi.scuit  Company  directed  a  Voca- 
film  (sound  slidefilm)  You  Bet 
Your  Life,  which  has  been  shown 
to  every  person  on  the  company's 
payroll  as  well  as  many  dealer 
groups.  Creating  faith  in  the  com- 
pany and  its  policies  as  well  as 
pointing  opportunities  to  the  worker 
are  the  aims  achieved. 

♦  A  final  group  of  films  are  those 
sponsored  by  Yeast  manufacturers. 
Although  Northwestern  Yeast's  pic- 
lure  Let's  Be  Modern  properly  be- 
longs in  the  realm  of  packaged 
goods  and  is  meant  for  consumer 
showings,  it  has  nevertheless  a  bak- 
ing angle  in  that  it  shows  a  new 
method  of  bread  making.  In  the 
.same  vein  but  entirely  technical  is 
Enzynes  and  Dough  Fermentation, 
a  specialized  one-reel  subject  for 
Fleisclnnann's  Yeast  (Standard 
Brands.  Inc.)  which  has  been  shown 
nationally  to  bakery  engineers  at 
conventions  and  also  before  indi- 
vidual baking  concerns  throughout 
the  country. 


(LifO  LouiU'-Wite:^  siionsurcil  a  slidefilm  fur  enqiluiic  relations. 


*FILM  SPONSORS 

•MEDIUM 

♦SHOWN  TO 

♦SUMMARY 

E.  1.  duPont  deNemours 

Sound  Mo. 

Pic. 

Bakers  Sales 

Increasing  sales 

General  Baking  Company 

Minute  Movies 

Theatre  Auds. 

Straight  advertising 

General  Mills 

SIdfs  &  Mo 

Pic. 

Salesmen-Cons. 

Sales  training-prom. 

Gordon  Baking  Company 

Minute  Movies 

Theatre  Auds. 

Straight  advertising 

Kellogg  Company 

Sound  Mo. 

Pic. 

General  Auds. 

Sponsored  Baseball  pic. 

Loose-Wiles  Biscuit  Co. 

Slidefilms 

Employees 

Impro.  Emp.  Relations 

National  Biscuit  Co. 

Sound  Mo. 

Pic. 

Consumers-Sales 

Promotion  NBC  prods. 

Pillsbury  Flour  Mills 

Sound  Mo. 

Pic. 

Consumers-W 

Cooking  Schools-Theatres 

Russell-Miller  Mill.  Co. 

Sound  Mo. 

Pic. 

Theatre  Auds. 

Selling  flour 

Standard  Brands,  Inc. 

Sound  Mo. 

Pic. 

Bakers 

Fl.  Yeast  promotion 

Stivers  Milling  Co. 

Sound  Mo. 

Pic. 

Consumers-W 

Product  promotion 

Swift  &  Company 

Sound  Mo. 

Pic. 

Consumers-W 

Anti-diet  promotion 

DU    PONT   HELPS   BAKERY   SALESMEN 

E.  I.  du  Pont  de  Nemours  &  Co. 
liave  sponsored  sound  motion  pic- 
tures for  the  training  of  impor- 
tant groups  of  customer  personnel. 
These  are  exclusively  used  to  pre- 
sent bakery  salesmen  with  a  selling 
plan  to  help  them  improve  business. 
No  plugs  for  "'('ellophane"  are  in- 


cluded or  necessary  for  the  sale  of 
additional  products  naturally  re- 
llects  in  the  added  consumption  of 
the  du  Pont  product.  Watch  Your 
Slops  is  the  latest  of  these  pictures 
with  distribution  being  handled 
through  the  "'Cellophane"  sales  or- 
ganization meeting  with  bakery  ex- 
ecutives and  their  salesmen. 


FLOUR  k  muu 


•  GENERAL  MILLS.  Pillsbury. 
Kellogg  and  the  Russell- 
Miller  Milling  Company  all 
use  various  types  of  sound 
motion  pictures  in  promot- 
ing the  sales  of  their  indi- 
vidual products.  Both  Gen- 
eral Mills  and  Kellogg's 
are  sponsors  of  national  sports  pic- 
lures —  the  latter  putting  on  the 
1940  official  American  League  film 
Touching  .411  Bases  while  General 
Mills  has  had  both  the  National 
League  Baseball  film  and  the  Na- 
tional Professional  Football  league 
subject. 

General  Mills,  on  the  other  hand, 
has  also  made  skilful  use  of  sound 
slidefilms    in    tell- 
ing the  story  of  its 
research     facilities 
anil  in  sales  train- 
m»m  , -.m—    iiig.    The  slidefilm 
IX*>^^r^    also    served    as    a 
fine     institutional 
ilramatization  as  it 
unfcildeil  ihe  back- 


grouiul  of  the  General  Mill> 
organization. 

♦  Pillsbury's  Through  Hit 
Fves  was  that  company's 
most  ambitious  undertaking 
ill  the  field  of  dealer  promo- 
tion. A  four  reel  picture 
jiroduced  a  few  years  ago  it 
has  been  called  a  noteworthy  ex- 
ample of  unselfish  dealer  assistance 
in  showing  ""what  can  be  done  by 
a  constructive  thinking  merchan- 
diser on  correcting  the  human  fail- 
ings of  clerks,  dealers  and  the  rank 
and  file  of  workers. "  Pillsbury  has 
also  sponsored  a  series  of  Minute 
Movies  for  theatrical  screen  adver- 
tising release  and  participates  in 
the  syndicated  cooking  school  spon- 
sored by  Pictorial  Promotions,  Inc. 
♦  The  theatrical  one-reel  release 
Romance  in  the  Kilchei}  produced 
for  the  Ru.ssell-Miller  Milling  Com- 
pany (Occident  (lour)  shows  what 
can  be  done  with  consumer  promo- 
tion of  a  flour  brand.  It  has  been 
shown  to  more  than  a  million  per- 
sons through  theatres  in  the  ("om- 
pany's  trading  area. 


(Left,  below)  a  scene  from  the  Caravel-NBC  production  "Romance  on  Main 
Street"    vliich    has    been    shown    to    food    dealers    from     Coast-to-Coust. 


(Center)  The  N.B.C.  Theatre  at  the  Neir  York  IVorld's  Fair. 
fRiflht)  .-Xvother  scene  from  "Romance  on  Main  Street"  . 


Commercial  television  in  action:  (L  to  R).  John  A. 
Shea,  Goodyear  Tire  &  Rubber  exec;  Thomas  S.  Lee, 
of  radio  organization:  Miss  Bee  Palmer  appear  in  skit 
featuring  pneumatics  for  farm   machines  and  tire  films. 


Television  station  W6XAO,  showing  setup  for  project- 
ing film.  Projector  throws  images  directly  into  icono- 
scope and  television  camera  head.  Below  the  2.7  lens 
on    the   underside   of  the   box    is   seen   the   coaxial   cable. 


Bill  Haworth.  announcer,  opens  the  television  program 
for  W6XA0  which  transmits  sound  on  49.75  megacycles 
and  images  on  45.25  megacycles.  Technician  Harold 
Jury    is    awaiting    the    signal    to    start    film    projection. 


BUSINESS  SCREEN'S 
PAGES  OF  PICTORIAL 
NEWS  AND  COMMENT 


FILM  REVIEW 


THE  NEW  FILMS 
OF  1940  SEEN 
IN  PREVUES  ... 


IN  PRODUCTION: 


In     commercial     film     studios     from 
coa.-it  -  to  -  coast     as     1940    rolled    in, 

sound  stages  were  alive  with  the  music  of  hammer  and  saw  on  sets  in  construction; 

production    in    full    swing    on    many    major    and    minor    features    and    shorts    for 

America's   leading  advertisers.      In   the   new    National   Carbon  picture — Flashlights! 

Action!    Camera!    the    scene   just    dcM-ribcd    was   an    opening   sequence.     Filmed    lo 


familiarize  the  "trade"  with  the  ^'Critical  Moments"  advertising  theme  which  has 
been  used  in  Eveready  Flashlight  ads  for  the  past  several  years  and  to  show  the 
results  of  this  campaign,  the  picture  was  produced  by  Audio  under  the  direction 
of  Robert  Snody:  cameraman,  William  Steiner.  J.  M,  Malhes  was  the  agency. 
Wilfred  S.  King  supervi^ed  for  Matlies:  Henry  A.  MacMullan  for  National  Carbon. 
More    of    this    and    other    films   of    1940    on    the    following   pages   of    this    Review. 


•ILM  REVIEW.  II 


fr:t 


'  ^iy.± 


lu 


■^VL^ 


^ 


^*^-:IL 


n 


vw 


.E 


J^- 


.«< 


♦  Whatever  the  course  of 
men's  affairs  elsewhere,  it 
looks  like  a  busy  1940  for 
those  who  make  and  for 
those  who  use  films.  The 
remarkable  selling  records 
achieved  last  year  by  film 
sponsors  .  .  .  the  enthusiasm, 
of  dealers  and  salesmen  .  .  . 
and  their  customers  make 
this  a  "best  bet"  for  1940. 

MAJOR  1940 
CAMPAIGNS  IN- 
CLUDE FILMS 

"^G.  E.'s  Hotpoint 
division  presents 
''Blame  it  on  Love" 

♦  Hotijoint's  full  length  fea- 
ture motion  picture,  Blame 
It  un  Lore  has  just  been 
completed.  Prints  will  be 
available  during  March  in 
each  of  the  twelve  Hotpoint 
districts.  Showings  will  be 
under  the  auspices  of  local 
retailers  and  utilities  show- 
ing Hotpoint  Home  Appli- 
ances. The  extensive  cast 
of  well-known  Hollywood 
players  includes  Joan 
Marsh,  John  King,  Nella 
Walker,  Cissy  Loftus,  Mor- 
gan Wallace  and  Frank 
Faylen.  J.  L.  Sholty, 
Maxon,  Inc.,  was  advisor; 
Wilding  the  producer. 

<  Flashlights! 
Action!   Camera! 

♦  National  Carbon's  new 
sound  feature  delivers  a 
sales  promotional  jolt  that 
will  hit  home  among  the 
trade.  Distribution,  inci- 
dentally, will  be  handled 
through  the  company's  own 
organization.  Production  at 
Audio's  Long  Island  Studios 
was  ably  directed  by  Bob 
Snody;  supervised  by  Wil- 
fred S.  King,  Mathes  agency 
exec  and  Henry  A.  Mac- 
Mullan  for  National  Carbon. 

-*  Insurance  Men 
See  'Tours  Truly, 
Ed  Graham"... 

^  Fjii  ( Tilth  (I  III  was  intro- 
duced to  the  insurance 
fraternity  last  fall  and  he's 
been  on  the  go  ever  since! 
Since  the  first  of  the  year, 
distribution  has  been  ex- 
tended to  towns  of  less  than 
Kl.OOO  population. 

Sponsored  by  the  Insti- 
tute of  Life  Insurance  and 
produced  under  the  direc- 
tion of  J.  Walter  Thompson 
film  execs  by  Roland  Reed, 
Ed  (iriiham  is  no  spell- 
binder but  a  typical  human 
sort  of  guy  who  sells  insur- 
ance for  a  living.  In  the 
pictures  (left)  a  comedy 
note  is  struck  as  Tony 
Giurlani  plays  the  part  of 
an  expectant  father.  In  the 
lower  scene  Eil  Gruhmn 
explains  insurance. 


Industrial  Council  Re- 
leases "Your  Town" 
for  National  Showing 

♦  The  opening  lines  of  the  Na- 
tional Industrial  Councirs  new' 
screen  editorial.  Your  Town — The 
Story  of  America,  set  the  theme  of 
this  "short"  so  well  they're  worth 
repealing.  \^'e  quote,  in  part: 

"Our  duly  to  ourselves  and  to 
America  is  to  reexamine  our  u<ay 
of  life  .  .  .  to  understand  the  insti- 
tutions that  have  made  our  country 
great  .  .  .  and  understanding  them. 
to  cherish  and  defend  them  against 
all  onslaughts  .  .  .  To  such  an  un- 
derstanding of  the  .imerican  Way 
this  picture  is  dedicated  .  .  ." 

Released  this  month  for  nation- 
wide theatrical  showing  under  the 
auspices  of  Modern  Talking  Pic- 
ture Service.  Your  Totvn  was  pro- 
duced by  Audio  under  the  direction 
of  Boh  Snody.  A  special  musical 
score  by  Edward  Ludig  is  played 
by  a  24  piece  orchestra. 

♦  The  Baltimore  &  Ohio  railroad 
announces  completion  of  a  two-reel 
sound  motion  picture  W  ashington. 
Shrine  of  .American  Patriotism. 
Produced  by  Loueks  &  Norling.  llie 
picture  is  entirely  devoid  of  adver- 
tising: is  to  be  made  available  to 
schools  and  adult  groups  through 
the  facilities  of  the  Motion  Picture 
Bureau  of  the  VMCA. 

♦  Setting  a  trend  in  sales  and  pro- 
motional activities  which  startled 
the  heating  trade,  the  L.  J.  Mueller 
Furnace  Co..  of  Milwaukee  began 
production  in  its  factory  on  Decem- 
ber 11,  of  its  new  sound  motion 
picture  entitled  The  Hard  IT  ay.  This 
sound  movie  depicts  the  progress  of 
the  Company  since  its  inception  in 
1857  and  dramatizes  Mueller  his- 
tory and  furnaces  in  a  new.  unique, 
and  modern  way.  It  sounds  the  key- 
note of  bigger  and  better  Mueller 
sales  for  1940. 

H.  P.  Mueller.  President  of  the 
L.  J.  Mueller  Furnace  Co..  said  in 
an  interview  recently,  "Confucius 
was  right!  One  picture  is  worth  a 
thousand  words  —  but  words  and 
sound  together  with  pictures  make 
an  unbeatable  combination.  They 
bring  ideas  to  a  completed  thought 
with  lasting  impression.  Thats  why 
we  have  decided  on  a  sound  motion 
picture  as  the  spearhead  for  our 
1940  campaign." 

Mr.  Mueller  further  stated.  ""We 
intend  to  show  and  tell  the  trade 
what  goes  on  behind  the  scenes  in 
the  Mueller  plant  and  how  this  ef- 
fective sales  medium,  new  to  the 
heating  industry,  can  help  them  sell 
more  furnaces  at  better  prices  with 
less  effort.  This  is  a  quality  story 
presented  in  a  c]ualitv  manner."  The 
world  [)remiere  of  The  Hard  Way 
will  lake  place  in  Milwaukee  on  or 
about  February  1.  1910.  It  will  later 
be  shown  by  Mueller  salesmen  to 
Mueller  jobbers  and  dealers  from 
Coast  to  Coast.    \^'ilding  |>roduce(l. 


♦  Presenting  a  wide  range  of  pic- 
torial material,  backed  by  factual 
narration,  natural  sounds  and  a 
musical  score,  the  newly  completed 
sound  film  "Building  the  \^  est." 
produced  for  the  Standard  Oil  Com- 
pany of  California  by  Dowling  and 
Brownell  of  Hollywood,  is  an  out- 
standing example  of  industrial  pic- 
tures which  tell  a  comprehensive 
story  of  leading  industries. 

In  this  motion  picture  the  tracing 
of  the  story  of  Standards  leader- 
ship in  serving  the  entire  \^  est  has 
been  subordinated  to  the  broader 
coverage  of  typical  industries,  agri- 
culture and  attractions  of  the  west- 
ern states.  Hawaii  and  Alaska.  In 
presenting  highlights  of  the  devel- 
opment of  the  West,  however,  the 
part  played  by  petroleum  in  serv- 
ing this  vast  territory  and  its  mani- 
fold activities  is  appropriately  in- 
cluded. 

The  material  to  be  included  was 
first  selected  by  the  Standard  Oil 
Company  in  conjunction  with  the 
motion  picture  producer,  and  then 
the  production  crew  traveled  over 
thirty-thousand  miles,  at  different 
seasons  during  a  period  of  more 
than  a  year,  to  film  the  scenes:  fol- 
lowed by  the  editing  procedure,  the 
writing  of  spoken  narrative,  record- 
ing of  voice,  music  and  sound  effects 
separately,  and  finally  the  blending 
of  these  sound  tracks  into  one  com- 
plete sound  negative. 

An  interesting  incident  in  the 
historical  sequence  of  the  film 
shows  the  birth  of  the  "service  sta- 
tion." The  world's  first  filling 
station  was  established  in  Seattle  in 
1907.  and  it  was  re-constructed, 
from  old  photographs  as  a  guide, 
in  the  producer's  studio  in  Holly- 
wood, with  its  altendant  atmosphere 
of  the  period. 

As  to  the  technical  aspects  of  the 
film,  its  production  was  all  on  35 
millimeter  negative,  although  most 
of  the  copies  are  made  in  IT)  milli- 
meter sound.  The  running  time  of 
the  film  is  32  minutes  and  it  con- 
tains over  3.50  individual  shots,  be- 
lieved to  be  a  record  in  the  number 
of  scenes  as  conqiared  with  the  total 
length.  This  final  approximate  3000 
feet  of  35  millimeter  film  was 
selected  from  a  total  of  over  17.000 
feet    of    original    negative    I'xposed. 


TELEVISING  AD  FILMS 

Don  Lee  Station  W6XAO  Reports 


•  Over  11.000.000  feet  of  film— 
enough  to  reach  from  Los  .Angeles 
to  Chicago  via  highway — has  been 
telecast  from  Los  .Angeles  over  the 
Don  Lee  television  transmitter. 
\S  6X.\0.  during  the  last  nine  years. 
This  station,  owned  and  originated 
bv  Thomas  S.  Lee.  has.  since  De- 
cember 2'i.  1931  been  on  the  air 
daily  without  notable  exceptions, 
excluding  Sundays  and  holidavs. 
and  has  brought  to  \5  est  Coast  tele- 
lookers  some  2443  programs  to  the 
present  date  (December  27.  1939 1. 

These  broadcasts  are  transmitted 
daily — with  the  exception  of  Sun- 
davs  and  holidavs — over  \^  6X.\0 
from  8:00  to  9:00  P.  ^L.  on  Tue.s- 
day  and  Thursday  afternoons  from 
3:00  to  4:00  P.  Si.,  and  on  Satur- 
day afternoons  from  5:30  to  6:30 
P.  M.  Of  these  broadcasts  \^"ednes- 
day.  Thursday,  and  Saturday  eve- 
nings from  8:00  to  9:00  and  Satur- 
day afternoon  from  6:15  to  6:30 
are  currenth  live  subject  television 
broadcasts.  Other  broadcasts  are 
films. 

Although  both  16mm  and  3.5nini 
film.-  have  been  used  for  the  broad- 
casts onlv  the   16mm  is  being  used 


Thomas  S.  hv.  HfatI  of   IT  6X^0. 

right  at  the  present  time  becau.'ie 
this  type  seems  the  most  popular 
for  the  commercial,  educational. 
and  amateur  films  that  constitute  a 
major  portion  of  the  films  used. 
Generally    speaking,    very   satisfac- 


tory results  have  been  obtained 
using  either  type  film  for  the  tele- 
vision broadcasts,  although  on  some 
occasions  the  sound  recording  on 
the  16mm  film  has  not  been  found 
as  satisfactory  as  that  on  the  35mm 
film.  It  is  reported  that  although 
better  results  are  usually  obtained 
from  black  and  white  film,  color 
film  has  been  used  very  success- 
fully. Of  course,  the  television 
equipment  transmits  only  black 
and  white  images,  but  the  color  pic- 
tures are  satisfactorily  broken  down 
into  black  and  white  when  there  is 
sufficient  contrast  between  the  inten- 
sity of  the  colors  and  when  the 
colors  do  not  approach  the  pastel 
shades. 

\S  6X.\0  is  licensed  by  the  Fed- 
eral (Communications  Commission 
as  a  non-commercial  experimental 
station  and  transmits  television 
images  on  45.25  megacvcles  and  the 
accompanying  sound  on  49.75 
megacycles.  441  line.  .30-60  frame 
interlaced  Lnited  States  Standard 
television  images  are  broadcast. 
Because  of  the  limited  license  it  is 
frequently  found  necessary  to  cut 
the  film  to  extract  undue  advertising 
material.  However,  pictures  such  as 
"The  Rains  Cam^."  "The  Plow 
That  Broke  the  Plains."  and  some 
of  the  General  Motors  pictures  have 
been  telecast  very  successfully 
without  cutting  or  editing. 

The  films  to  be  telecast  are  pro- 
jected directly  into  the  head  of  the 
mosaic  type  television  camera  onto 
the  sensative  iconoscope  plate 
where  the  light  rays  are  broken 
down  and  carried  to  the  transmit- 
ter through  the  co-axial  cable.  The 
sound  from  the  studio  is  handled 
by  the  regular  facilities  of  the  Don 
Lee  Broadcasting  System,  and  is 
conveyed  to  the  sound  transmitter 
over  sound  circuits  of  (he  usual 
type. 

— CwonUtn    Palmer 


A  STUDY  IN 
ANIMATION>^ 

♦  Telling  the  story  of  in- 
tricate mechanical  parts 
and  their  working  is  a  job 
that  calls  for  the  animation 
artist.  Xo  matter  how  com- 
plicated the  explanation, 
the  detailed  drawings  show 
it  step-by-step  as  they  trace 
each  phase  of  movement. 
Here  the  technical  phases 
of  a  Diesel  engine  are  sub- 
jects for  the  artist's  air- 
brush as  its  mechanical 
"works"  are  dissected.       ► 


Each  movement  of  the  pis- 
ton means  a  separate  phase 
in  the  series  of  drawings; 
the  piston  in  cross-section 
will  show  how  fuel  explo- 
sions bring  about  the  en- 
gine's motion.  Color  added 
to  such  a  sequence  repro- 
duces the  action  in  even 
more  lifelike  realism,  show- 
ing the  flames,  burnt-out 
gases  and  explosion  in 
natural    colors.  ► 


Another  phase  in  drawing 
the  evolution  of  Diesel,  The 
Modern  Power.  Here  tech- 
nical animation  traces  the 
Diesel  engine  from  a  Poly- 
nesian fire  syringe  to  a 
modern  streamlined  train. 
Soon  the  indi\idual  draw- 
ings of  each  successive 
phase  of  movement  will  be 
ready  for  the  next  import- 
ant step.  ► 


Which  is  the  placing  of  the 
"keyed"  drawings  under 
the  camera  for  straight 
photography.  Filmed  step- 
by-step  in  painstaking  stop- 
motion  technique,  they  will 
soon  flash  through  the  pro- 
jector in  natural  motion  .  . 
bringing  uyiderstanding  out 
of  the  complexities  of  mod- 
ern mechanical  invention. 
No  phase  of  commercial 
picture  production  is  more 
valuable  to  science  and 
industr>'  than  animation.  ► 


THE  IMPORTANCE  OF  BEING  EARNEST: 


Producing  commercials  isn't  all  turbines  and  steam  shovels  :  here's  a  lightei 
moment  during;  the-  "shooting"  of  a  recent   International  HarvL-ster  comedy. 


FILM  REVIEW. 11 


•  Motion  pictures  broadcast  over 
television  require  special  photogra- 
phy for  best  results.  Observation 
of  eleven  million  feet  of  film  tele- 
vised by  Don  Lee  Station  W6XA0. 
the  past  eight  years  led  to  these  sug- 
gestions on  television  cinematog- 
raphy. 

The  first  rule  is:  Do  not  violate 
the  usual  rules  of  photography.  Il- 
lumination, composition,  contrast, 
and  exposure  as  required  for  clear 
pictorial  definition  are  to  be  used. 
In  current  motion  picture  photog- 
raphy extremes  in  lighting  and 
other  factors  are  practiced  for 
dramatic  effect.  Dark,  low  key. 
lighting  is  used  to  produce  a  de- 
pressing audience  reaction  to  tragic 
sequences. 

Such  practices  may  be  employed 
to  a  limited  degree  in  the  television 
technique,  but  they  must  be  re- 
stricted, or  the  result  on  the  re- 
ceiver screen  becomes  meaningless. 

The  second  rule  is:  Carry  detail 
in  the  halftones.  The  object  of  prin- 
cipal interest  must  be  thus  por- 
trayed. For  instance,  the  outline 
of  a  man  in  a  black  tuxedo  is  lost 
against  a  black  background  drape. 

The  third  rule  is:  Achieve 
"checkerboard  contrast."  This  is  a 
form  of  composition  in  which  upon 
analysis  it  is  realized  that  the  whole 
field  of  view  is  broken  into  alternate 
dark  and  light  areas.  The  name 
originated  because  of  the  clarity 
with  which  a  checkerboard  was  re- 


CINEMATOGRAPHY  lor  TELEVISION 


By  Harry  R.  Lubcke,  Televisi 

produced  as  held  in  the  laps  of  two 
convalescing  soldiers  in  a  scene 
early  in  our  work. 

It  is  not  necessary  that  the  vari- 
ous areas  be  of  the  same  size  or 
symmetrically  distributed. 

The  jourlh  rule  is:  Keep  the  over- 
all gamma  range  small. 

This  rule  is  frequently  violated 
in  taking  personage  shots  on  ship- 
board. Here  a  dark  figure  is  often 
secured  with  a  "clear  celluloid" 
background.  Such  extremes  en- 
counter overload  points  in  the  sev- 
eral units  of  the  television  chain 
from  jjickup  device  to  receiver 
screen.  The  effect  is  similar  to  car- 
rying the  contrast  to  the  toe  and 
knee  extremes  of  the  H-D  curve  in 
photography. 

The  fifth  rule  is:  Maintain  Action. 

It  is  well  established  that  the 
eye  is  used  to  reduce  detail  in  ob- 
jects in  motion  in  real  life.  By  the 
converse  scenes  of  limited  detail,  as 
in  television,  appear  to  be  of  greater 
clarity  when  in  motion.  Conse- 
quently, the  principal  characters 
should  move,  gesticulate,  or  talk 
whenever  possible. 

Certain  short  motionless  periods 
may  be  observed  to  avoid  monoton- 
ous repetition  of  motion.  Also, 
background  elements  may  be  moved 
during  otherwise  still  intervals:  an 


on  Director,  Don  Lee  System 

extra  walks  by  or  an  auto  passes  in 
exteriors,  while  the  pendulum  of  a 
clock  moves  or  a  window  curtain 
blows  in  the  wind  in  interiors. 

\^'hen  inanimate  objects  are  to  be 
shown,  motion  of  the  camera  can 
satisfy  the  rule.  "Panning"  is  ef- 
fective and  desirable  in  scenic  in- 
teriors. Planing,  "zooming," 
change  of  camera  angle,  or  travel- 
ing shots  all  supply  variety  in  in- 
teriors and  also  may  be  employed 
in  many  exteriors. 

Rule  six  is:  Supply  medium  or 
light  density  prints  with  black 
framelines. 

Dark  prints,  because  of  the  lack 
of  contrast  in  the  toe  portion  of 
the  H-D  curve,  and  because  of  the 
low  signal  level  produced  in  the 
television  equipment  arc  definitely 
inferior  to  ligluer  prints  from  the 
same  negative. 

The  density  numbers  on  the  usual 
Cinex  strip  should  run  around 
eleven  for  a  properly  exposed  nega- 
tive. For  a  dark  scene  of  low  key 
lighting  the  Cinex  reading  would 
have  to  be  around  five  to  produce  a 
usable  print. 

Black  frame  lines  should  be  sup- 
plied to  insure  that  no  visual  im- 
puLses  are  produced  by  the  trans- 
mitter when  the  receiver  .scanning 
spot  is  retracing  its  path  from  the 


end  of  the  last  line  of  the  frame  to 
the  beginning  of  the  first  lino  of 
the  next  frame. 

Electrical  means  are  provided  Id 
extinguish  the  spot  so  that  "return 
lines"  will  not  be  visible  across  the 
image.  However,  it  is  inconvenient 
to  make  the  amplitude  of  these 
means  great  enough  to  prevent  the 
appearance  of  return  lines  under 
all  scenes  and  conditions,  particu- 
larly if  prints  are  supplied  with 
white  frame  lines  as  sometimes 
occurs. 

No  frame  lines  at  all  may  be 
tolerable,  but  in  film  produced  for 
television  black  frame  lines  1/16 
inch  in  width  should  be  supplied, 
or  better,  the  dimensions  of  tlii' 
standard  aperture  of  the  Academy 
of  Motion  Picture  Arts  and  Sciences 
observed,  which  has  a  black  frame 
line  nearly  1/8  of  an  inch  wide. 
This  is  for  35  mm,  for  16  mm. 
proportionately. 

Rule  seven  is:  Employ  lap  dis- 
solves, quick  fades  or  change  in- 
stantaneously from  scene  to  scene. 

Long  fade-outs  give  the  momen- 
tary impression  to  the  audience  that 
something  has  gone  wrong  with  the 
television  equipment.  The  receiver 
screen  does  not  go  completely  dark 
during  a  fadeout  as  occurs  in  a 
theatre.  It  remains  lighted  to  a  gray 
similar  to  the  condition  obtained 
when  the  transmitter  is  on  the  air 
but  not  transmitting  a  visual  signal.  ,, 
( 1937  technique.)  jj 


^    How    Should    American    Business    Use    Films?    ^ 

A  NEW  SERIES  OF  BUSINESS  SCREEN  SURVEYS  TELLS  \^HAT  HAS  BEEN  DONE  WITH  MOTION 
PICTURES  AND  SLIDEFILMS;  POINTS  THE  \^AY  TO  V(  IDER  USES  OF  FILMS  IN  THE  FUTURE: 


THE   BUILDING   INDUSTRY   AIDS   HOME 

BUYERS  WITH  AN  EDUCATIONAL  SIGHT 

AND  SOUND  PROGRAM. 

Od  MeeU  tke  PuUlc 

THE  PETROLEUM  INDUSTRY  FROM 
WELLS  TO  SERVICE  STATIONS;  HOW 
AND   WHY  IT   EMPLOYS  THE   MEDIUM. 


Waick 


I  AND    INSURANCE    PROVIDES    GOOD 

I  REASONS    AS    IT    PROMOTES    SAFETY. 

I  HEALTH   &  SANE  LIVING— \\TTH   FILMS. 

I  ^<4e  Eta^  0^  Blf  Steei 

I  GETS  TOLD  TO  THE  PUBLIC  IN  MOVIES 

I  THAT   INFORM   AND   ENTERTAIN.     THE 

,1  PAST.   PRESENT  AND  A  FUTURE  NOTE. 


ALSO    IN    THIS    SERIES:      AUTOMOTIl  E:     HOUSEHOLD    UTILITIES;    SMALL    MANUFACTURING    INDUSTRIES 


[20] 


BuSINIiSS   SuiEIiN 


KMT  liROWIillS 


•  NKMll.V      \     DECADE     AGO     Suilkist 

luoiiglit  out  Partnership  for  Profit. 
the  first  talking  motion  picture  for 
the  fruit  and  grocery  trade.  Dur- 
ing the  1938-1939  season  over  a 
million  persons  were  reported  to 
have  attended  showings  of  Citrus 
on  Parade,  the  California  Fruit 
Growers  Exchange's  latest  picture. 
This  subject  is  exclusively  intended 
for  consumer  showings,  particular- 
ly liefore  women's  clubs,  whereas 
Partnership  was  exclusively  ad- 
dressed lo  retailers. 

A  third  field  of  interest  is  that 
of  the  schools  and  for  these  three 
spheres  Sunkist  annually  produces 
film  material.  The  last  dealer  pic- 
lure  Sunkist  for  Profit  is  a  four- 
reel  exposition  on  modern  displa\ 
and  sales  angles  as  well  as  a  factual 
narrative  of  industrial  history  and 
operation.  Showings  of  Sunkist  for 
I'rofit  were  arranged  through  the 
Company's  thirty-four  merchandis- 
ing representatives.  An  attendance 
of  almost  50.000  dealers  was  the 
aim.  The  final  reel  of  Sunkist  for 
Profit  was  processed  in  color  in 
order  to  give  dealers  a  better  pic- 
ture of  display  materials  in  natural 
color. 

United  Fruit  Aids  Dealers 

♦  On  the  other  side  of  the  con- 
tinent but  interested  in  virtually  the 
same  fruit  and  grocery  trade  as 
Sunkist  is  leading  banana-producer 
United  Fruit.  \^  ith  the  combination 
reels  Doubting  Thomas  Goes  to 
Toivn  and  Hands  Across  the  Sea. 
United  Fruit  shows  dealers  how 
to  sell  fresh  fruits  and  vegetables. 
Hands  Across  the  Sea  tells  the 
slory  of  the  growing,  transporting 
and  ripening  of  bananas  for  the 
consumer    market.      Both     pictures 

'  have  been  shown  on  a  single  pro- 
gram by  the  Company's  own  repre- 
sentatives; jobbers  have  also  spon- 
sored showings  for  their  salesmen. 

A  slidefilm  for  consumer  showing 
{Tropical  Treats)  has  also  been 
sponsored  by  the  Fruit  Dispatch 
Company.  This  subject  advances 
the  use  of  bananas  in  cooking,  de- 
picts their  nutritive  values,  etc. 
Showings  are  made  by  Company 
home  economics  representatives  be- 
fore women's  groups. 


A  sequence  from  the  William  Burton 
Larsen  (Larsen  Pictures  Corp.) 
production  "Yes,  Bananas"  showing 
various  operations  of  the  banana 
industry  from  plantation  to  market. 


Pacific  Northwest  Fruits 
♦  Doc  .4pple's  Family  Comes  to 
Town  was  produced  for  Pacific 
Northwest  Fruits,  a  cooperative 
apple  marketing  association  for 
showings  to  produce  dealers  and  re- 
tail fruit  merchants.  The  film  shows 
in  detail  the  care  of  orchards,  pick- 
ing and  packing  of  fruit,  window 
displays,  retail  selling  demonstra- 
tions and  other  merchandising  aids. 

The  Oregon  -  California  -Washing- 
ton Pear  Bureau  has  sponsored  a 
sound  motion  picture,  Pear  Lands 
of  the  Pacific,  and  another  recent 
title  in  this  field  is  .411  Good  Things 
Cnmr   in    Pears,   a    thrce-recler    for 


HH99li^^ 

'^^F^['*^B 

^^^Hipfl|.^  'VvvT^  n  -A- .  i^L. 

.1*  4^Hii^sMi^^^^H 

Improving  the 

Hpilf'-' S 

s  ^^K^^m^^l 

Fruit  Display 

w^e^Vm^^ 

"Doubting   Thomas 

H^Eft',>rain'^MS 

|SQu6aL  .'  Ij^^^^^^l 

Goes      to       Town" 

^^BB^SP.    - '^Sff^ 

^B^^^    ->u  i^^^B 

shows   the   retailer 
how  to  do  it.  Spo7i- 

B§^     - 

'^~^^f«PH 

.^ored     by     United 

K^^ttuflBr.'''  Tr  '  i'' 

>0BiasM^ii0nMPH 

Fruit  Co.  Produced 

W^Mm''  '''''''• 

iit8WT  nTrrMyjrM 

bii  West  Coast 
Sound   Studios 

UjtB^^iM 

^S^mm 

(Neio   York  City). 

^^IH 

HhI 

the  Pear  Industry  of  the  Northwest. 

In  California,  the  Prune  Pro- 
Ration  district  has  a  color  cartoon 
on  Mr.  Prune  showing  at  the  San 
Francisco  Fair  through  the  coopera- 
tion of  the  Paraffine  Companies. 


*FILM  SPONSORS 

*MEDIUI^ 

♦SHOWN  TO 

♦SUMMARY 

Calif.  Fruit  Grow.  Exch. 

Sound  Mo. 

Pic. 

Rtl  Groups-Cons. 

Sunkist  sales  pro. 

Florida  Citrus  Comm. 

Sound  Mo. 

Pic. 

Natl,  groups 

Florida  citrus  prom. 

Fruit  Dispatch  Co. 

Slidefilm 

Women's  Clubs 

Banana  promotion 

Pacific  North.  Fruits 

Sound  Mo. 

Pic. 

Dealer  groups 

Apple  sales  promotion 

Prune  Pro-Ration  No.  1 

Sound  Mo. 

Pic. 

GG  Fair  auds. 

Prune  sales  promotion 

Ore-Wash-Calif  Pear  Bur. 

Sound  Mo. 

Pic. 

Dlrs-Consumers 

Pear  sales  promotion 

United  Fruit  Company 

Sound  Mo. 

Pic. 

Retailers 

Impro.  mktg.  training 

Calif.  &  Hawaiian  S.  R. 

Sound  Mo. 

Pic. 

Natl.  Groups 

Product  promotion 

Savannah  Sugar  Ref.  Co. 

Sound  Mo. 

Pic. 

Southern  groups 

Sales  promotion 

U.  S.  Cane  Sug.  Ref.  Assn 

Slidefilm 

Dealer  Groups 

Sales  promotion 

Western  Sugar  Refinery 

Sound  Mo. 

Pic. 

Consumers 

Story  of  Sugar  &  Ref. 

RWiti.    v?^9 

Rit 

I^IS 

tllff^^iSBi 

^^^^^HL   Jf  .^^^^^^^^^^^^^^^1 

^Kr    "* '  ^  ^M^k.i.*^]^^^^l 

l^tiMl 

I^Sr^  .   ih^^^^^^B 

m  •  A.'^M^M 

SllUR 


•  the  ca-NE  sugar  interests  have 
already  sponsored  several  widely- 
shown  films.  Of  these,  the  two  most 
interesting  programs  are  those  of 
the  California  and  Hawaiian  Sugar 
Refining  Corporation.  Ltd..  and  the 
Western  Sugar  Refinery. 

The  California  and  Hawaiian 
film.  Hawaiian  Harvest,  is  shown 
only  through  that  company's  own 
jobbing  outlets.  To  dale  over  70 
copies  of  the  film  have  been  used 
and  in  two  years  of  distribution 
around  40,000  people  a  month  see 
the  picture.  Hawaiian  Harvest  tells 
the  story  of  the  Company's  sugar 
cutting  and  refining  processes. 

Last  year  at  the  Golden  Gate  In- 
ternational Exposition  on  Treasure 
Island,  the  Western  Sugar  Refinery 
showed  its  film  White  Treasure  of 
the  Sea  Islands  to  many  thousands 
of  visitors  who  sat  before  its  pro- 
jector. Another  sound  film.  Crys- 
tallized Energy,  has  been  produced 
for  school  and  club  showing 
ihrough  arrangements  with  the 
Company.  Graphically  shown  in 
(.rystallized  Energy  is  the  place  of 
>ugar  in  daily  life,  the  operations 
of  sugar  cane  plantations  and 
refineries,  including  planting,  cul- 
tivating, packing  and  marketing  of 
the  jjroduct. 

The  U.  S.  Cane  Sugar  Refining 
Association  has  sponsored  a  sound 
>lidefilm  It  Could  Happen  Here  for 
distribution  nationally.  No  motion 
[lictures  are  as  yet  contemplated. 

Except  for  a  government  spon- 
sored picture  on  Beet  Sugar  equip- 
ment (shown  to  growers)  no  films 
have  been  used  or  produced  as  yet 
by   our   Beet   Sugar   industry. 


Scenes     from     the     California     and 

Hawaiian     Sugar    film     "Hawaiian 

Harvest"    produced    by    Bowling   & 

Brownell  for  national  release. 


Number  Three 


1940 


[21] 


\/\ 


^-— ^, 


•  THE  CLERKS  wlio  mail  the  coun- 
ters of  more  than  500.(100  retail 
food  stores  throughout  our  land 
are  about  as  big  a  problem  as 
management  faces  today.  Employed 
by  a  chain  store  organization  where 
standard  practice  is  something  akin 
to  religion  and  their  initiative  and 
ambitions  wither;  let  them  work 
for  an  "independent"  and  they  dis- 
cover the  nearby  chain's  competi- 
tion irresistible,  and  the  same  thing 
happens. 

But  let  the  grocer's  humblest 
clerk  discover  that  his  destiny  is 
linked  to  modern  ideals  of  planned 
selling,  cost  control,  adierlising  — 
and  let  him  discover  the  va.st  and 
little  explored  domains  of  customer 
service  and  a  new  and  useful  citizen 
is  created  for  the  benefit  of 
this    vital    American    industry. 


♦.?,1 


.NOT  O.NLV  \^  HAT  BUT  HOW   TO  SELL 

These  premises  are  an  old  story 
to  many  cla.sses  of  ""chain  "  man- 
agements. Certainly  the  wisdom  of 
telling  the  salesman  what  to  do 
and  Itotf  to  do  it  according  to  plans 
originated  by  the  best  minds  at 
the  top  of  such  organizations  has 
long  been  recognized  in  the  auto- 
motive and  service  station  fields. 
In  the  food  industry  such  outstand- 
ing merchandisers  as  General 
Foods.  General  Mills,  the  Indepen- 
dent Grocers"  Alliance,  Kroger 
Grocery  and  Baking  Company, 
Jewel  Tea  Company,  Red  &  White 
Stores  and  the  International  Asso- 
ciation of  Milk  Dealers  have  orig- 
inated programs  for  this  and  they 
all  have  one  important  factor  in 
common — the  use  of  sound  slide- 
films  for  the  training  and  product 
education  of  the  company's  sales- 
man, the  wholesaler's  representa- 
tive or  the  retail  clerk. 

In  this  respect  a  series  of  sound 
slidefilms  issued  by  the  International 
Association  of  Milk  Dealers  in  con- 
nection with  the  training  of  milk 
wagon  drivers  has  brought  real  prof- 
it to  member  dealers.  First  reported 
in  these  pages  last  year,  the  Asso- 
ciation's program  includes  material 
showing  the  route  salesman  how  to 
secure  new  customers,  how  to  han- 
dle complaints  and  other  aids  which 
have    as    their    purpose    the    trans- 

Tile  Red  and  White  stores 
use  sound  slidefilms   .   .  . 


/]¥£  Red*  White 


[22] 


Business  Screen 


A  General  Mills  sound  slidejilm  shous  the  Company's  salesman  in  action  during  a  typical  buyer  inlervieu 

umm  auu  md  salesmen 

Some  Notable  Slidefilm  Programs  Serve  the  Food  Industry 


formation  of  this  routine  occupa- 
tion into  one  of  genuine  salesman- 
ship. 

HOW  TRAINING  FILMS  ARE  SHOWN 

♦  Organizational  films,  such  as 
those  produced  by  General  Foods 
and  similar  processers  for  showing 
to  the  Company's  own  salesmen 
present  no  showing  problem.  Asso- 
ciational  subjects  such  as  the  Milk 
Dealers'  program  are  generally  pro- 
jected before  the  dealer's  employees 
at  a  convenient  hour;  other  films 
such  as  the  IGA  program  are  show  n 
at  the  IG.4  wholesaler-sponsored 
meetings  attended  by  retailers  and 
their  clerks.  IG.-^.  for  example, 
shows  at  approximately  150  meet- 
ings per  program  to  an  estimated 
combined  audience  of  approximate- 
ly 8,500  persons. 

Jewel  Tea,  whose  program  is 
described  in  detail  in  paragraphs 
below,  brings  its  route  salesmen  to- 
gether in  company  meetings.  These 
are  carefully  timed  alTairs  which 
lack  nothing  in  showmanship  and 
interest  for  the  men  attending. 

Jewel  Tea  Program  Told 

♦  Outstanding  among  case  histories 
of  successful  users  of  slidefilm 
training  material  is  that  of  Jewel 
Tea.  In  much  the  same  words  ex- 
pressed by  the  Company's  film  au- 
thority, we  quote,  in  part: 

Shniring    member   grocers 
how    to    put    over   a    sale 


1939  Slidefilms  Used  by 
Independent  Grocers"  Alliance 

1.  Let's  Have  a  Parade — merchan- 
dising coffee. 

2.  See  Profits  Through  Glass — how 
to  increase  gross  profits  through 
better  merchandising  methods 
of   glass-pack    merchandise. 

3.  All  If  ashed  Up — merchandis- 
ing soap   products. 

4.  Grand  Opening — proper  stag- 
ing of  store  opening  sale. 

5.  It's  in  the  Bag — introducing 
new  package  designs. 


♦  A  few  years  ago  Jewel  used  a 
limited  number  of  motion  pictures 
and  silent  slidefilms  for  both  con- 
sumer and  sales  personnel  educa- 
tion, but  not  until  last  year  did  the 
company  get  into  the  field  of  sound 
slidefilms.  On  June  11,  1939,  each 
of  the  ninety  branches  held  a  sales 
meeting  to  introduce  the  first  two 
sound  slidefilms.  Since  the  intro- 
ductory meeting  two  more  films 
have  been  issued  and  several  others 
have  been  planned. 

Films  currently  in  use  in  the  field 

are; 

1.  Mr.  Karker's  Message — a  51 
frame  picture,  using  shots  from 
Jewel's  files  and  a  recording  by 
Mr.    Karker.    president    of    the 

Slidefilms   help   grocers 
tie  up  with  campaigns... 


company.  In  essence,  this  Is  an 
illustrated  talk  by  Mr.  Karker 
on  one  of  the  serious  problems 
of   this   business. 

2.  Si.x  Chances  to  Sell — a  112 
frame  picture,  giving  a  detailed 
explanation  of  the  routine  Jewel 
salesmen  should  follow  in  each 
home. 

3.  Hard  and  Fast — a  104  frame 
picture,  specializing  on  the  cof- 
fee phase  of  the  selling  job. 

4.  The  First  Olive — a  94  frame 
picture,  explaining  the  most  ef- 
fective way  to  deliver  the  first 
order  to  a   new  customer. 

All  four  were  produced  b\ 
George  Haig  and  Mercer  Franci.sco. 
Inc.  Professional  talent  was  used 
throughout   all   except   the   first. 

The  purpose  of  these  films  is  to 
educate  and  motivate  field  sales 
personal.  Eventually  it  is  Jewel's 
aim  to  have  a  sound  slidefilm  li- 
brary covering  all  phases  of  the 
route  sales  job. 

At  present,  the  company  has 
ninety  Junior  AC-DC  lllustrovox 
projectors  in  the  field — one  for 
each  branch.  Branch  managers  and 
their  assistant  managers  show  these 
films  at  the  regular  .sales  meetings 
which  are  held  twice  monthly,  and 
use  them  in  the  training  of  new- 
men.  They  also  show  them  in  .sales- 
men's homes,  especially  when  con- 
tacting "'sub-branch''  men.  who  are 
headquartered  outside  the  "parent- 
branch"  to^vn  and  are  seldom 
brought  in  for  the  regular  sales 
meetings. 

Jewel  field  men  seem  to  like  and 
appreciate  films.  That  is  evidenced 
hy  their  repeated  requests  for  filmic 
treatment  of  additional  phases  of 
the  job.  However.  Jewel  has 
adopted  the  policy  of  issuing  new 
films  slowly  enough  that  managers 
will  at  least  have  the  opportunity 
10  capitalize  fully  on  one  before 
going  on  to  the  next. 


Step  by  step  this  Jewel 
Tea  slidefilm  shows  the 
pathway    to   sales   success 


Number  Three 


1940 


•  AN  IMPORTANT  majority  of  Hollywood's  out- 
standing  hits  of  the  season  has  been  produced 
from  the  "best-seller"  lists  of  fiction  works.  Such 
box-office  successes  as  Gone  Willi  the  If  ind. 
Crapes  of  Wrath,  Rebecca,  Oj  Mice  and  Men 
and  others  too  numerous  to  mention  gained  first 
popularity  in  print. 

Yet  there  is  another  "best-seller"  shelf  which 
gets  no  such  attention.  Although  copies  of  the 
works  on  it  are  sold  by  the  thousands  on  occa- 
sion, there  is  no  place  in  Hollywood  for  the 
factual  book,  those  many  "how-to-do-its"  and 
similar  volumes  which  sometimes  achieve  a  wave 
of  popularity  just  as  great  as  the  Margaret  Mit- 
chell "classic."  strange  as  that  may  seem. 

It  would  appear  that  there  is  a  place  for  books 
of  this  character,  from  time  to  time,  on  the 
commercial  screen.  Their  fields  of  interest  are 
well-defined.  Often  as  in  case  of  sports  volumes 
on  golf,  tennis,  etc..  the  popularity  of  the  books 
is  matched  by  a  corresponding  number  of  prod- 
uct manufacturers  all  of  whom  stem  out  of  an 
enthusiastic  interest  in  the  game.  The  same  is 
true  in  gardening  and  similar  pursuits. 

There  is  another  field  of  specialized  interest. 
It  is  typified  by  such  volumes  as  Hoiv  to  Sleep 
and  What  to  Listen  For  In  Music  which  are  of 
a  semi-professional  nature.  The  former,  it  has 
already  been  suggested  in  these  pages,  should 
have  the  sponsorship  of  the  Simmons  Company. 
The  latter  might  be  an  excellent  vehicle  for  a 
radio  or  phonograph  manufacturer  or  might 
well  carry  another  type  of  product  entirely. 

Still  another  field  is  that  of  occupational  im- 
provement. Here  a  dozen  new  Ijooks  appear 
each  month.  How  to  Succeed  in  Retail  Selling 
and  similar  volumes  would  be  of  real  interest 
to  clerks  and  students  everywhere.  Books  on 
personality  phases  such  as  those  by  Dale  Car- 
negie the  volume  People  illustrated  above  would 
be  immensely  popular  with  all  types  of  au- 
diences. 

Such  books  would  not  be  difficult  to  iiilerpret 
in    factual    films.    The   sale   of   the   Itooks   mi<;ht 


BOOKS  <w^  II  ones 


HERE     ARE     A     FEW     PRACTICAL 

Iron  Brew,  A  Century  oj  American  Ore  and 
Steel.  By  Stewart  H.  Holbrook^^The  Mac- 
millan  Co..  1939).  The  background  of  our 
steel  industry  offers  a  script  for  an  education- 
al-industrial feature. 

Music  for  Fun,  By  Sigmund  Spaeth.  (Whittle- 
sey House.  1939.)  The  well  known  "tune 
detective"  has  made  "shorts  '  of  this  type — 
why  not  an  entire  sponsored  feature? 

How  TO  Succeed  in  Retail  Selling.  By  Ray 
Morton  Hardy.  (Harper  &  Bros.,  1938. )  Why 
not  a  "serial"  for  bi-weekly  showing  to  clerks 
as  a  film  training  school  sponsored  by  a  group 
of  interested  manufacturers? 

People,  How  to  Get  Them  to  Do  W  hat  You 
Want  Them  to  Do.  {Maxwell  Droke,  1939.) 
Another  oj  the  "personality"  books  but  one 
which  offers  possibilities  jor  various  selling 
field  sponsors. 


certainly  be  greatly  enhanced  by  the  additional 
publicity  given  and  the  sponsor's  prestige  would 
hardly  suffer  from  the  connection  with  a  fairly 
successful  authority  on  the  subject  with  which 
they  are  concerned.  This  could  be  promoted 
into  regular  advertising  channels  as  well. 
♦  From  the  publisher's  point  of  view,  there  is 
a  great  deal  to  be  said  in  favor  of  such  com- 
mercial film  tieups.  Where  pictures  are  re- 
leased for  group  showing  on  a  national  basis, 
Ipook   tieups  may  be  arranged   with   displays  at 


SUGGESTIONS      FOR      MATERIAL 

Oddli  Enough,  .4  Pictorial  Encyclopedia  oj 
Furs,  By  .irthur  Samet.  .Since  Revillon  Freres 
did  it  there  hasn't  been  a  good  jur  film. 

Post  Haste,  A  Manual  jor  Modern  Letter 
Writers  By  Mary  C.  Foley  and  Ruth  C. 
Gentles.  Here's  a  suggestion  jor  an  office  sup- 
ply sponsor — or  typewriter  company. 

Primer  of  Figure  Skating,  By  Maribel  Vinson. 
(  W  hittlesey  House,  1939.)  The  skate  manu- 
facturers have  Sonja  Henie  but  how  about 
making  the  most  of  it? 

A  Short  Series:  Better  Tennis,  Better  Bowl- 
ing, Better  Golf,  edited  by  experts  in  their 
fields  including  Ellsworth  J  ines,  Ned  Day  and 
Sam  Snead.    The  bowling  idea  rates  first! 

And  the  Following:  125  W'-ays  to  Make  Money 
With  Your  Typewriter;  How  to  Sell  Your 
W ay  Through  Lije;  What  to  Listen  jor  in 
Music.    And  manv  more  in  our  next! 


the  place  of  showing  or  in  the  local  bookdealer's 
window. 

\^  here  a  few  thousand  copies  of  certain  types 
of  non-ficlion  works  are  now  sold,  a  film  edi- 
tion might  be  published  which  would  be  of 
great  value  to  every  member  of  the  audience. 
Particularly  where  films  are  shown  to  technical 
or  sales  groups  offering  certain  types  of  train- 
ing. Ned  Day's  book  on  Better  Bowling  could, 
for  example,  be  easily  tied  up  with  distribution 
through  principal  recreation  centers  where  the 
film  of  the  same  kind  would  be  shown. 
Editor's  Note:  This  is  the  first  of  a  1940  Series 
now  inaugurated  by  this  Review  Department.  A 
selected  list  of  especially  interesting  non-ficlion 
material  will  be  included  in  an  early  issue  and 
the  feature  regularly  maintained.  Your  con- 
tribution is  invited. 

FOOD     INDUSTRY     NOTES 

As    this    issue    goes    to    press,    the    jollowing 
news  worthy  notes  are  worthy  of  mention: 

♦  A  new  sound  slidefilm  on  Balanced  Meal 
Planning  directed  by  N.  E.  Daneld  for  the 
-Merchandising  Division  of  the  John  J,  Maher 
Printing  Company,  Chicago,  was  available  for 
showing  to  a  restricted  group  of  leading  inde- 
pendent grocers.  The  film  presents  a  unique 
promotional  program  leased  on  "balanced  meal'* 
menus  for  retailer  distribution. 

♦  Omitted  from  other  food  pages  in  this  issue 
but  deserving  of  mention  is  the  group  of  food 
merchandising  belonging  to  the  National  Health 
Foods  Association.  Over  500  million  is  spent 
annually  for  these  products  with  over  500  out- 
lets in  -10  states.  This  situation  will  be  discussed 
in   an   article  in   an   early  issue. 

♦  Many  other  food  sponsors  can  be  named  in 
addition  to  the  hundreds  whose  programs  are 
discussed  in  this  issue.  In  addition  two  impor- 
tant articles:  THE  .AGENCY  AND  films — II  and 
SCREEN  advertising's  FUTURE  will  appear  in  our 
next  issue. 


[24] 


Business  Screen 


The    Finest    In 

P/iCfecti04t 


ESSO  REPORTS  FILM 
SUCCESS   IN   1939 


•In  the  modern  auditoriums 
and  conference  rooms  of 
America's  foremost  business 
organizations  as  in  deluxe 
entertainment  theatres 
throughout  the  world,  De- 
Vry  theatre  projectors  are 
carrying  on  a  great  tradi- 
tion of  superb  film  show- 
manship. Before  large  audi- 
ences everywhere,  at  con- 
ventions, open-air  gather- 
ings, etc.,  where  conveni- 
ence and  portability  are 
essential,  the  DeVry  port- 
able and  semi-portable  35mm 
projectors  afford  the  same 
screen  brilliance  and  per- 
fect sound  reproduction 
as  the  distinguished  De- 
\         Vry  "Super"  models. 


■^'^'^        The  DeVRY  "SUPER" 
35niiii  Theatre  Type   Arc  Projector 

The  "Super""  model,  a  permanent  theatre  in- 
stallation, carries  on  the  DeVry  tradition  of 
superb  workmanship  and  high  technical  perfec- 
tion as  the  finest  equipment  in  the  DeVry  line. 
Its  handsome  streamlined  case  houses  a  perfected 
projection  movement,  finest  "Bnllante"  Lens 
and  "Super"  arc  equipment  especially  suitable 
for   the    largest   auditoriums. 

r/ip  DeVRY  "PORTABLE" 
35nin)  Motion  Picture  Projector 

Ideally  suited  for  road-showing  of 
business  and  educational  as  well  as 
entertainment  pictures,  the  DeVry 
"Portable"     is     a     light- 
weight,   highest    quality 
35mm     sound     projector 
offering   either   2,000   or 
1,000      foot      magazine 
capacity.    Combines  ease 
of  transport,  screen  bril- 
liance   and    excellent 
sound  reproduction. 


DeVRY 

CORPORATION 

1111  ARMITAGE  AVE.   -:-   CHICAGO 

Cable   Address:    Hermdevry 

New  York      (Es/ahi,:<hrd  unzt    Hollywood 


A  FEtt  PROMI!\E!\T 

mm 

\ 

VS!:i{S    OF    DeVRY 

r^BBk 

\ 

i:  iJVIP  M  E  !\  T  : 

1  ^^irii  ^ 

F,.rd    W,.«.r   Ca,„puny 
Calerpitlar   Tractor   Co. 
Allis-Chalnipra    Company 
CooHyear  Tire  &  Rubber 

Company 
Minneapolis    Moline   Imp. 

Company 
■imeriean Steel   &    tfireCo. 
II.  J.   Ileirtz   Cmpan^ 

Int.   Harvester   Company 
Standard  Oil  Co.  of  Ind. 
Firestone  Tire  &  Rubber 

Company 
4rmslrons  Cork  Company 
Bell    Telephone  Company 
Cunard   Lines 
Dollar   Lines 
B.  F.  Coodrich   Co. 

^^ 

♦  Again  reporting  widespread  and  successful 
application  of  films  in  its  promotional  activities, 
the  Standard  Oil  Company  of  New  Jersey,  famil- 
iarly known  as  the  Esso  Marketers  to  the 
thousands  of  motorists  served  by  its  dealers  in 
the  East,  brings  the  figures  up  to  date  in  a  recent 
issue  of  its  lively  company  journal.  The  Esso 
Dealer  reports: 

♦  The  number  of  consumer  showings  of  Esso 
Marketers  motion  pictures  in  the  first  six  months 
of  1939  was  double  that  of  any  previous  12- 
month  period. 

From  January  1  to  June  30,  News  in  the  Air. 
Design  jor  Power,  Safari  on  Wheels.  The  Bigger 
They  Come,  Fair  Days  .Ahead,  Esso  Baytown- 
Cavalier,  and  The  Magic  of  Oil,  were  shown 
6,058  times  to  an  audience  of  1.245,266  per- 
sons. This  total  is  400  per  cent  ahead  of  what 
it  was  in  the  best  previous  comparable  period. 

The  increase  in  the  number  of  consumer  show- 
ings is  evidence  that  more  and  more  Esso 
Dealers  are  becoming  aware  of  the  advantages 
of  using  motion  pictures  to  promote  their  sta- 
tions. Sound  films,  for  instance,  make  both 
an  auditory  and  a  visual  appeal  to  the  mem- 
bers of  an  audience,  an  advantage  offered  by  no 
other  advertising  medium.  Then,  too,  movies 
hold  the  attention  longer  than  any  other  type 
of  advertisement. 

By  staging  a  consumer  show'ing.  an  Esso 
Dealer  opens  up  two  other  channels  for  pro- 
moting his  station.  He  can  arrange  product 
displays  in  the  place  where  the  film  is  shown, 
and  he  can  make  a  short  speech  at  the  opening 
or  closing  of  the  program  to  convey  any  addi- 
tional sales  message  that  he  wishes  to  get 
across.  Film  showings  are  particularly  valu- 
able for  dealers  who  just  have  opened  new 
stations  or  switched  to  the  Esso  Sign. 

Despite  the  increase  in  the  number  of  show- 
ings sponsored  by  dealers,  the  possibilities  of 
this  form  of  promotion  have  not  been  explored 
fully.  In  addition  to  miscellaneous  consumer 
groups,  all  civic,  social,  and  business  organi- 
zations are  potential  audiences  for  Esso  Mar- 
keters films.     So.  too,  are  schools. 

The  Esso  Marketers  have  arranged  various 
channels  for  the  distribution  of  their  films — 
iheir  own  division  organizations  have  projec- 
tion equipment  and  operators  available,  in  some 
localities  they  have  engaged  an  outside  picture 
agency  to  stage  film  showings,  and  they  have 
arranged  with  the  Y.M.C.A.  Motion  Picture 
Bureau  to  lend  their  films  to  groups  equipped 
with  projection  equipment. 

The  mechanics  of  staging  a  consumer  show- 
ing of  Esso  Marketers  films  are  extremely 
simple.  All  a  dealer  has  to  do  is  tell  his  Esso 
representative  that  he  wants  to  sponsor  a  show 
and  discuss  with  him  the  films  he  wants  to 
present. 

Esso   films  and   the  services  of  a  skilled  op- 
erator  are   furnished    free   to    dealers   who   are 
able  to  stage  showings  for  suitable  groups.  The 
dealer  need  incur  no  expense  unless  it  is  neces- 
[Please  turn  to  Page  34) 


The   Latest   in 

m       Po/UaJde 
^     PAOfeciio^ 


•  Constant  improvement  in  DeVry's 
complete  fine  of  16mm  sound  and 
silent  projectors  is  based  on  the  exacting 
requirements  of  business  and  educational 
users  and  the  unceasing  efforts  of  the 
DeVry  engineering  laboratory.  From  these 
have  come  the  new  DeVry  "Interpreter" 
and  many  other  outstanding  models.  A 
complete  line,  ranging  from  the  DeVry 
16mm  "Arc"  for  large  audience  screenings 
to  the  precision-huilt  DeVry  silent  models, 
has  been  designed  to  meet  business  and 
educational  needs. 

The  DeVRY  Almost  Human 
"INTERPRETER" 

16nini  Motion   Picture 
Sound  Projector 

This  piojfCtor  incorporates  EX- 
CLUSIVE DeVRY  features  that 
assure  NON-STOP  PERFOR- 
MANCE: 1— Automatic  Loop  Ad- 
juster ;  2 — Dual  Exciter  Lami>^  ; 
S^Synchromatic    Threading.    .    .    . 


PRICE 

PLUS  .  .  .  Dual  Sound  Stabilizer,  for  unsurpassed 
Sound  and  FILM-GLIDE  Mechanism  that  Prnloitfi'^ 
Film  Life.  All  These  Features  AT  NO  EXTRA   COST. 

ALL  DeVRY  PROJECTORS  HAVE 
BVILTIJS   PROVISIONS   FOR: 

(1)  Microphone;  (2)  Phonograph;  (3)  Addi- 
tional Speakers;  (4)  Centralised  room  speaker 
system;  (?)  Sound  or  Silent  films. 

DeVRY  POLICY  OF  SERVICE 

1.  ECONOMY  COUNSEL  .  .  .  Your  film  problems 
analyied    by    men    who    know. 

2.  DISTRIBUTION  HELPS  .  .  .  Efficient  facilities 
so    that    your    films    reach    the    right    audiences. 

3.  LABORATORY  AND  SCENARIO  SERVICE  .  .  . 
Availability  of  producers  best  suited  for  your 
picture.     Ideas,    stories,    conceived    and    written. 

4.  PROJECTOR  SERVICE  .  .  .  DeVry  Projector 
instruction  and  service  facilities  in  key  cities 
throughout  the   U.  S. 

WRITE  FOR 
FREE  BOOKLET 

GLORIFY  VOIR  PRODIXT  .  .  . 
\  valuable  booklet  on  industrial 
ftlnis.  Revealh  how  aggressive  busi- 
ness firni<<  are  definilely  increasing 
iheir  sales  through  the  medium  o  ( 
lalkinc  motion  pictures.  FREE  for 
the    u>iking. 


DeVRY 

CORPORATION 
1111  ARMITAGE  AVE.   -:-   CHICAGO 

Cable  Address:    Hermdevry 

New  York      (Kstabusind  191?, i    Hollywood 


Number  Thrke     •     1940 


[25] 


FILM  STRIPS  USED  for  EDUCATIONAL  EXHIBITS 

Picturol  Library  Offcrx   Eronomicul  Distribution    I'lan 


GET  APPLAUSE  EVERYWHERE 
^  At  Your  Dealer  Meetings 
*  Before  Association  Groups 
^At  Clubs,  Lodges  &  Schools 
^  in  the  Dealer's  Own  Store 
^  In  Entertainment  Theatres 


IT  TAKES^SHOV/MANSH/P- 
"•^utfienice?  ti/ce  This 


•     Let  Us  Present    • 
Your  Film  Opportunities  — 
A  Personalized  Study 
Sent  Without  Obligation 

Phone  or  Write: 


Burton  Holmes 
Films,  Inc. 

PRODUCERS  •   DISTRIBUTORS 
LABORATORY  SERVICE 

7510  North  Ashland  Avenue 

Chicago,  Illinois 

Telephone  ROCers  Park  5056 


♦  Recent  correspondenxe  from  an  Easterii 
lextilf  manufacturer  hrouglit  up  the  question  of 
moflernizing  ""educational"  liliraries  of  lantern- 
slides  and  picture  collections  sent  out  for  e\- 
liiljits  and  to  schools.  Cost  of  transporting  bulky- 
slides,  breakage,  and  the  need  for  wider  distribu- 
tion are  problems  to  be  met. 

One  important  pha.se  of  this  subject  is  that  of 
.school  distribution.  Not  only  textile  concerns 
but  insurance  companies,  cereal  manufacturers 
and  other  industries  offer  these  educational  ex- 
hibits. To  these  firms  we  suggest  the  modernized 
filnistrip  technique. 

♦  There  is  a  constant  demand  from  schools  for 
educational  and  informational  picture  material. 
Many  schools  cannot  afford  to  purchase  all  the 
visual  material  they  need  and  are  glad  to  re- 
ceive and  use  filmslides  containing  advertis- 
ing material  if  it  is  made  available  to  them 
free  of  charge.  School  children  are  daily  studying 
many  subjects  which  are  made  much  more  inter- 
esting and  easily  learned  if  supplemented  by 
pictures  of  the  actual  manufacturing  processes, 
for  instance,  especially  those  in  which  chemistry 
plays  an  important  part.  Visual  material  on 
health,  economics,  food  and  diet,  agriculture, 
etc.,  is  also  very  much  in  demand. 

The  school  child  of  today  acts  as  a  purchaser 
for  his  mother  and  will  be  your  customer  of  to- 
morrow. In  the  schools  of  the  United  States 
there  are  twenty  million  pupils  old  enough  to 
appreciate  your  product,  approximately  five 
million  of  these  being  of  high  school  age.  When- 
ever pictures  are  shown  in  schools  there  is  an 
appreciable  percentage  of  adults  viewing  them 
including  the  teachers,  principals  and  superin- 
tendents, as  well  as  parent-teacher  groups. 

S.   V.   E.   PiCTUROLS 

♦  The  surest  way  of  getting  your  product  be- 
fore these  educational  groups  is  through  a 
projected  picture,  and  a  very  inexpensive  way 
of  securing  illuminated  pictures  is  by  means 
of  PICTUROLS  (filmslides).  picturols  are  pro- 
duced by  the  Society  for  Visual  Education.  Inc., 
and  consist  of  a  series  of  pictures,  charts,  or 
titles  arranged  in  sequence  on  short  strips  of 
non-inflammable  35  mm  motion  picture  film. 
Any  number  of  frames  or  pictures  may  be  made 
in  one  roll  but  for  educational  purposes  35 
to  50  pictures  are  most  desirable  because  that 
number  of  pictures  will  usually  illustrate  any 
le.sson  and  the  showing  of  them  will  conic 
within  the  classroom  period. 

PlCTimoi.s  may  be  made  from  hand-leltered 
or  printed  title  cards,  drawings,  charts  or  photo- 
graphs of  various  sizes.  If  preferred,  all  of 
the  information  can  be  put  on  the  filmslide 
itself,  but  as  a  rule  the  pictures  in  the  film  are 
merely  numbered  in  the  lower  lefthand  corner 
and  a  printed  manual  is  supplied  for  the  infor- 
mation of  the  teacher.  Photographs  used  in 
the  production  of  a  picturol  strip  are  not 
injured  in  any  way  and  retouched  photogra[>lis 
may  be  furnished. 

Special  School  Distribution  Service 

♦  A  special  distribution  service  is  maintainc<l 
by  the  Society  in  connection  with  picturols.  A 
manufacturer  or  association  is  asked  to  supply 


selected  pictures  in  a  number  necessary  to  vis- 
ualize  their   story    together   with   the   necessary 
supplementary  text  matter.     It  is,  of  course,  re- 
ipiired  that  the  picture  and  story  be  educational 
in  nature.     There  is  no  objection  to  the  use  of 
trademarks  or  other  advertising  in  the  material 
or  content.  The  manufacturer  is  asked  to  donate 
one  print  of  the  filmstrip  to  each  school,  church, 
V.M.C.A.  or  other  organization  entitled  to  such 
service  under  the  conditions  covered  below: 
The  Society  maintains  a  carejulty  culled  list 
of  educational  institutions  ivlwse  heads  have 
signed  forms  agreeing  to  use  free  commercial 
films  in  their  daily  teaching,  the  same  as  they 
use    the   films    purchased    outright    for   their 
permanent  library.    The  Society  agrees  to  pro- 
duce the  negative  and  positive  prints  of  such 
special  filmslides,  promptly  upon   receipt  of 
the  original  material.    They  also  agree  to  do 
all  necessary  clerical  ivork.  packing,  mailing 
and  service  in  connection   ivitli  the  distribu- 
tion of  special  films.  At  the  end  of  each  month 
the    .Society    will    bill    the    industry    making 
these  free  films  available  to  the  schools  for 
the   actual   number   of   copies   delivered   dur- 
ing that  month.    If  required  by  the  industry, 
the  Society  ivill  furnish  a  Post  Office  affidavit 
of  mailing  with  each  invoice. 
The   films   delivered   under   this   plan   remain 
the    property    of   the   schools,    to    be   shown    to 
each  succeeding  class  and  such  sponsored  films 
are  furnished  absolutely  free  to  the  school. 

Cost  of  Service 
♦  The  only  charge  to  the  industry  is  a  flat  rate  j 
of  $1.00  for  each  filnistrip  not  exceeding  50 
frames  in  length  delivered  to  a  school.  The 
Society  will  guarantee  an  immediate  distribu- 
tion of  13.092  films,  or  it  will  accept  a  mini- 
mum distribution  of  1,000  prints.  If  preferred 
by  the  industry,  the  Society  agrees  to  bill  the 
industry  at  the  rate  of  100  films  per  month  per 
1.000  rolls  contracted  for. 


PICTORIAL  CREDITS 

Bii.^iuc^.^  Screen  is  indebted  to  the  follow- 
in;/  orf/atiiztitioN.-^  for  pictures  nppearint) 

in   thi.^  current  issue. 

Page  11  (Table  scene)  Burton  Holmes, 
Films,  Incorporated. 

Page  12  (Top,  riglit)  Best  Foods,  Inc.; 
(lower,  left)  Frosted  Foods  Sales 
(^Corporation. 

Page  13  (Northwestern  Yeast  sequence) 
Chicago  Film  Laboratory,  Inc;  (Libby, 
McNeill  &  Libby)  Chicago  Film  Lab- 
vratorij,  Inc;  (H.  J.  Heinz)  .Audio 
Productions,  Inc, 

Page  Vi  (General  Foods  slidefilm)  The 
Jam  Handy  Picture  Service, 

P.4GE  14  (National  Dairy  Products) 
.\tlas  Educational  Film  Co,;  (National 
Dairy  Council)  Burton  Holmes  Filvus, 
Inc.;  (Milk  Industry  Foundation) 
Vocafilm,   Inc, 

Page  1.5  (American  Can  Company) 
Caravel  Fibns,  Inc;  (A  &  P  Coffee 
Service)   William  Burton  Lar,^en, 

Page  Ifi  (Loose-Wiles  Bis.  Co.)  \'oca- 
film,  Inc;  (National  Biscuit  Co.) 
Caravel  Films,  Inc, 

P.\ge  20  (United  Fruit  Co.)  Il"c.'.-(  Coast 
Sound  Studios  (.\'5')  ,■  (Pan-American- 
Bananas)  WilUum  Burton  Larscn; 
(Hawaiian  Sugar  sequence)  Dowlinit 
iC-  Brownell,  Hollywood, 


126] 


Business  Screen 


•  The  important  role  played  by 
the  engineering  laboratoriesof  prin- 
cipal manufacturers  of  sight  and 
sound  reproduction  equipment  for 
the  film  industry  will  he  the  suli- 
ject  of  a  new  series  of  articles  to 
be  inaugurated  by  this  department 
soon.  Other  major  editorial  devel- 
opments include  a  1940  series  on 
Color  for  the  Conuiiercial  Fihn. 

New  SVE  Projector 

♦  On  the  market  for  the  1940  sea- 
son is  Model  DD.  latest  projector 
addition  in  the  popidar  Tri-Purpose 
line  manufactured  by  the  society 
FOR  VISUAL  EDUCATION,  INC.  The 
only  150-watl  projector  available, 
this  machine  has  everything  the 
projectionist  has  wanted  for  show- 
ing 2"  X  2"  Kodachrome  or  Du- 
faycolor  slides  and  35  mm.  film- 
strips,  either  frame  or  double 
frame. 

The  Model  IJD  includes  the  fol- 
lowing advanced  features:  (1)  New 
semi-automatic  slide  changer.  ()|i- 
erated  entirely  from  the  top.  this 
important  improvement  makes 
changing  slides  a  simple  detail. 
Slides  are  inserted  at  the  front  one 
at  a  time  and  are  pushed  down  into 
position  by  means  of  a  triangular- 
shaped  center  control.  \^  hen  the 
next  slide  is  inserted,  the  one  just 
shown  comes  up  in  position  ready 
for  the  operator  to  remove  and 
insert   the   succeeding  slide. 

(2)  An  anastigmat  objective  lens 
equipped  as  standard,  for  greater 
brilliance,  true  color  projection  and 
sharper  screen  images  —  sharp  to 
the  very  edge. 

(3)  New    positive    film    movemeni 
;    control.      I^y   setting   this   lever    for 

single  or  double  frame  pictures,  the 
film  is  moved  down  one  conqilete 
frame  with  each  turn  of  the  knob. 
(The    knob    does    not    have    to    be 

)    turned  twice  for  double  frame  pic- 

|i    tures. ) 

1    (4)     Micrometer    side    adjustment 

"    for  centering  ]>ictures  which  miiiht 


be  off  center  on  the  filmstrip. 

(5)  S.V.E.  Rewind  Take-Up  for 
convenience  and  protection  of  film. 
This  patented  device  rewinds  the 
film  as  it  is  being  shown  and  in- 
serts it  into  a  can  in  proper  se- 
quence for  the  next  showing. 

(6)  Combination  aperture  masks 
for  changing  quickly  from  single 
to  double  frame  pictures  or  vice 
versa. 

(7)  150-watt  lamp  for  brighter  pic- 
lures. 

(8)  Simple  elevating  lever.  Conve- 
niently located  at  the  side  for  easy 
raising  or  lowering  of  the  projector. 

(9)  Hinged  lamp  house  for  easy 
access  to  lamp. 

(10)  Heat  absorbing  filter.  To 
protect  the  film,  all  S.V.E.  projec- 
tors have  this  essential  feature 
which  minimizes  heat  at  the  aper- 
lure.  yet  permits  maximum  trans- 
mission of  light. 

(Ill  Handsome  carrying  case.  Fin- 
ished in  black  shark  leatherette  and 
lined  with  green  chamoisette. 

Selectroslide   Jiiiiior 

♦  Spindler  and  sauppe,  inc., 
manufacturers  of  the  remote-con- 
trolled Selectroslide,  automatic 
slide  projection  equipment,  are  now 
working  on  a  model  known  as  the 
Selectroslide  junior. 

This  amazingly  useful  new  equip- 
ment has  been  designed  to  answer 
ihe  demand  for  a  Selectroslide  of 
smaller  capacity  and  low  cost  for 
display  purposes  primarily.  In  this 
model,  the  ])rojector  and  the 
mechanism  are  boused  in  a  single 
unit,  both  compact  in  size,  and  light 
in  weight.  The  slide  changer,  or 
drum,  holds  .sixteen  2"  x  2"  gla,ss 
slides  which  are  easily  and  quickly 
inserted  or  removed.  .Any  specific 
slide  may  immediately  be  referred 
to  if  required  h\  siinpK  turning  the 
drum  by  hand. 

The  mechanism  has  been  de- 
signed with  an  eye  to  the  utmost  in 
(lependal.)ilily   and    while   il    will    be 


operated  by  a  1 10-volt  60  cycle 
A.  C.  Motor,  as  regular  equipment, 
a  Universal  Motor  for  use  on  both 
A.  C.  and  D.  C.  will  be  supplied 
without  additional  cost  on  special 
order.  The  Junior  Selectroslide  dif- 
fers also  from  the  Standard  model 
in  being  used  by  automatic  control 
only  and  fills  the  demand  for  in- 
expensive means  of  projecting  color 
or  black  and  white  2"  x  2"  slides 
as  is  part  of  window  or  factory  dis- 
plays, product  demonstrations  and 
the  like.  Address  Spindler  and 
Sauppe.  Inc.,  <S6  Third  St..  San 
Francisco,  for  further  information. 


A'ra'  Bell  &  Hmvcll  film  .</, 

Rejuvenation 

♦  Requests  for  industrial 
film  subjects  by  worth- 
while audience  groups 
can  sometimes  be  filled 
with  old  prints  taken 
off  the  storage  shelf  and 
re-edited    at    little    cost. 

MICHAEL      F  R  E  E  D  M  A  N  . 

American  Recono  execu- 
tive, suggests  Recono's 
exclusive  rejuvenation 
process  in  such  cases. 
Scratches  and  other 
marks  of  wear,  as  well 
as  brittle  condition,  are 
completely  solved  thru 
Recono's  rejuvenation 
process.  Address  Recono 


PROJECTOR  PARTS 
from  a  precision  Iniill  16  mm 
Anipro  firojccior  setup  show- 
iiui  the  intrieate  meehonism. 


at  245  W  est  55th  Street,  New  York 
City,  or  write  Business  Screen's 
Service  Bureau  in  Chicago  for 
further  information. 

Projecting  Color 

♦  A  new  type  of  carbon,  said  to 
produce  illumination  much  higher 
in  red  ray  content  than  heretofore 
available  in  arc  lamp  projection,  is 
announced  by  BELL  &  HOWELL,  and 
is  .said  to  be  of  major  importance 
in  the  projection  of  16  mm. 
Kodachrome  film. 

All  Kodachrome  film  is  espe- 
cially corrected  for  projection  with 
incandescent  light,  which  is  high 
in  red  content,  and  when  this  film 
is  screened  with  arc  lamp  illumina- 
tion, which  is  deficient  in  red,  there 
is  a  slight  coldness  of  color.  With 
the  introduction  of  the  new  type 
carbon,  this  deficiency  has  been 
overcome,  says  Bell  &  Howell,  and 
the  colors  in  Kodachrome  will 
screen  in  their  true  warmth  and 
tonal  values.  Projection  of  black 
and  white  film  remains  unchanged. 


Number  Three 


1910 


16mm   ^(Luipment 


iiiniiiiiiiiiitiiiiiiiiiniiiiiiiiiniiiiiiiniiiiniiin 


SOLVING  YOUR  PROBLEMS  WITH  SLIDEFILMS 


for     the     BUSINESS     FILM     USER 

Specially    designed    equipment    ^or    the    business    film    user    based    on    our    24 
years'    experience    supplying    the    motion    picture    Industry. 

Everything   ne&6e6  for: — 
FILING        EDITING        HANDLING        SHIPPING       STORING       CLEANING 

FILE  YOUR  FILMS 

Your  nims  are  valu- 
able —  keep  them  from 
becoming  brittle,  dried 
out,  lull  of  dust,  dirt, 
oil  and  grime-  Protect 
and    preserve    them  I 

INSTANT  SELECTION 

PERMANENT 

PROTECTION 

ALL  STEEL      DUSTPROOF 

INDEXED  FIREPROOF 

TAMPERPROOF 

HUtvllDIFIED 

Whether     you     have     5 

reels    or    6,000    Neumade 

can    provide   the   cabinet. 


SAFE  MODEL 


Holds  50  reels  each  in  separate 
double  wall  compartment  of  heavy 
gauge  steel;  safety  air  chamber 
surrounds  each  film;  individual 
door,  handle,  index  card.  Large 
steel  outer  cabinet  has  reinforced 
door,  3-point  locking  device  and 
key  lock.  Standard  finish  olive- 
green  enamel,  baked-on;  polished 
chrome    handles,    hinges,    etc. 


MM-55 

Holds  50  reels  each  held 
erect  in  place  by  curved, 
heavy,  wire  rod  separators;  in- 
dex card  for  each.  Double  re- 
inforced doors  have  3-point 
locking     device     and     key     lock. 


"^   ;^"'' 


i 


REWIND   AND   SPLICER   ASSEMBLY 

Complete    editing    and    repair    assembly    mounted    i 
weighted,    white   porcelain    panel,   40  in.   by   13  in.;  tv 
geared    end    rewinders  for   any   siie   reels,   counter   bi 
anced    cranks,    full    grip    handles;    Griswold    sound 
silent     splicer;     cement     holder     and     applicator. 


Complete 


If  desired,  one  or 
more  tiers  of  com- 
partments may  be  left 
out  providing  conve- 
nient shelf  surfaces 
for  film  equipment. 


SEND   FOR  CATALO&UC 


?  J^JzotZi/cZj  (3yy3i 


42«)  W.  42nd  St. 


S3S.00 
RW-I  Geared  Re- 
winders.  Set,  512 
HMi  Grisvrold  8  or 
16  mm  SPLICER 
(sound  or  silent), 
$15. 


GENERAL   FILM   COMPANY 

of  Hollywood 

takes  pleasure  hi  announcing 

that 

Charles  L.  Glett 

formerly 

Vice  President  of 

Audio  Productions,  Inc. 

has  been  appointed 

Executive   Vice  President 

of  our  New   York  subsidiary 

GENERAL  FILM  INDUSTRIES 


INCORPORATED 

30  Rockefeller  Plaza 

New  York  * 

Associated  companies 
General   Film  Finance  Ltd., 
Cartoon  Films,  Ltd., 
Crime  Club  Productions,  Inc. 


Equitable    Bldg. 
HoIU'wood 


London 
Hollywood 
Hollywood 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII[l!!llfl!!i:illl!lllll!lllllll!lilllllllllllllllllll^ 
In  our  first  Bulletin  wc  listed  sixteen  ivays  to  use  Sound-Slide  Films.  We 
continue  ivith  Part  2.  Many  letters  and  comments  haz'c  been  received 
about  the  first  list.  Helpful  suf/ijestions  and  additional  apl^licaiions  are 
the  result.  IVe  zvelconie  them — let^s  make  this  list  as  complete  as  possible 
for  yoitr  ozvn  use  as  zvell  as  for  others.  Perhaps  in  the  following  list  you 
will  find  sojnc  additional  ideas  and  icays  that  Sou>!d-Slidc  films  can 
profitably  be  applied  in  your  b\isiiicss. 


By  R.  M.  IMcFarland 

17.  MUST  YOU  SELL  SEVERAL 
PEOPLE  IN  ONE  ORGANIZA- 
TION?—Most  salesman  are  finding 
that  selling  but  one  person  in  an  or- 
^•aiiization  is  a  dangerous  practice. 
Tnday  tiie  top  salesman  is  insuring 
his  orders  by  selling  as  many  people 
as  possible  in  the  organization  on 
his  product  and  its  merits.  With 
Sound-Slide  Films  you  can  tell  the 
same  convincing  story  to  the  whole 
organization  at  one  time  whether  it 
numbers  ten  or  a  hundred  or  more. 
In  fact  it  is  practically  impossible  to 
show  a  Sound-Slide  Fihn  to  one  man 
in  an  organization.  The  experience 
of  thousands  of  salesmen  has  shown 
that  the  original  audience  is  usually 
augmented  several  times  during  the 
presentation. 

18.  SPOTLIGHTING  YOUR 
PRODUCT  OR  PRODUCTS  IN 
THE  PURCHASING  AGENT'S 
MIND  —  .\  small  survey  made  re- 
cently among  P.A.'s  brought  to 
light  some  very  interesting  infor- 
mation. First:  A  P. .A.  seldom  re- 
fers to  his  voluminous  films  of 
catalogs  and  printed  matter  as  most 
of  this  material  is  obsolete  .  .  . 
that's  why  he  writes  each  time  for  in- 
formation and  quotations.  Second: 
He  has  several  lielpful  "bibles"  for 
reference.  However  his  most  im- 
portant reference  is  the  Salesmen's 
Calling  Card  File  in  the  right-hand 
drawer.  The  salesmen  who  impress 
him  the  most  are  in  that  file.  Sound- 
SHde  Films  have  placed  many  sales- 
men's cards  in  that  all-important 
P.A.'s  File. 

19.  EXPORT  SELLING— Sound- 
Slide  Films  have  proven  powerful 
adjuncts  in  export  selling  for  many 
manufacturers.  The  overseas  buyer 
or  prospect  can't  visit  your  factory. 
It's  almost  impossible  for  him  to  go 
around  the  corner  to  see  someone 
who  is  using  your  product.  In  many 
cases  your  product  may  he  so  far 
beyond  the  buyer's  experience  that 
it's  impossible  for  him  to  visualize 
it.  Sales  ingenuity  and  strategy  of 
a  high  order  is  demanded  of  most 
overseas  salesmen.  It  presents  a 
perfect  opportunity  for  Sound-Slide 
Films  both  in  English  and  foreign 
languages  to  put  across  your  pro- 
ducts. 

20.  ANNOUNCING      CHANGES 


IN    COMPANY    POLICIES— Sud- 

rlen  and  drastic  changes  many  times 
act  as  a  boomerang  and  kill  almost 
overnight  the  millions  spent  building 
good-will  among  your  employees, 
jobbers,  dealers  and  even  tlie  con- 
sumer. Several  users  of  Sound-Slide 
Films  have  very  cleverly  capitalized 
upon  these  changes  in  such  a  way 
as  to  build  rather  than  destroy  good- 
will. They  have  placed  their  prob- 
lems squarely  on  the  table  .  .  .  the 
thinking  and  reasons  behind  the 
move  anfl  what  it  means  to  every- 
one involved.  On  several  occasions 
liie  changes  were  never  made  .  .  .  the 
Sound-Slide  scenario  with  the  pro 
and  con  facts  proved  the  fallacy  of 
the  moves.     Try  it  .  .  . 

21.  GROUP  SELLING— There  are 
several  sectors  nf  the  ATiierican  pub- 
lic who  assemble  for  other  purpose'^ 
but  are  willing  to  submit  to  com 
mercial  Sound-Slide  Film  presenta- 
tions. Among  these  are  various 
types  of  clubs  .  .  .  both  men's  and 
women's  .  .  .  schools,  colleges,  uni- 
versities, labor  unions,  fraternal  -^ii 
cieties,  payroll  groups,  churcli 
groups,  etc.  Small  town  shows  in 
empty  storerooms  on  Saturday 
nights,  windows  in  retail  establish- 
ments, police  stations,  fire  stations, 
street  corners,  during  the  lunch  hour 
in  factories  and  other  business  estab- 
lishments, fairs,  and  a  host  of  other 
places  where  groups  gather.  The  re- 
sults achieved  from  this  kind  of  cir- 
culation   are    often    astonishing. 

22.  AS      A      DOOR      OPENER— 

Millions  of  dollars  in  time  and 
money  has  been  spent  by  executives, 
agencies  and  service  organizations 
attempting  to  solve  this  all-import- 
ant phase  of  selling.  It  is  seldom 
that  a  Sound-Slide  Film  fails  to 
gain  an  interview  for  a  salesman. 
It's  new  .  .  .  unique  .  .  .  time  saving 
.  .  .  interesting  .  .  .  entertaining  .  .  . 
in  fact  a  good  solid  interview  lasting 
sometimes  an  hour  or  more  usually 
follows 

23.  POLITICAL     CAMPAIGNS— 

During  the  past  few  years  an  in- 
creasing number  of  candidates  for 
ofilice  have  profitably  sponsored 
Sound-Slide  Films  for  showings  be- 
fore clubs,  organizations  and  other 
interested  groups  in  sections  of  their 
political  territories  where  it  is  im- 
possible to  make  a  personal  appear- 
ance.     They   find   that   this   medium 


The  neiv  Model  DD,SVn.Tri-Purposc  Projector  announced  on  Page  27  of  this  issue 


[28] 


BUSINKSS    Sl.HKKN 


I  c  a  I  }i      fti}     s  o  H  n  d     slide  films 

permits  them  to  outline  their  plat- 
forms, policies,  acconiplislinieiits. 
etc.,    effectively    and    convincingly. 

24.  SPECIAL  INDIRECT  SELL- 
ING CAMPAIGNS— I  n  s  u  r  a  n  r  e 
r.jii)panie>,  nudical  societies,  coun- 
cils, associations,  and  other  orj;ani- 
zations  campaigning  for  Health,  Hy- 
giene, Fire  Prevention,  Safety.  Acci- 
dent Prevention.  Better  \'ision.  Bet- 
ter Lighting,  Home  Modernization. 
Travel,  Recreation,  Prevention  "it 
Cruelty  to  humans  and  animals,  etc. 
— and  others  against  Government 
Interference,  Taxation,  unfair  prac- 
tices, and  policies,  slums,  false  rum- 
ors, etc.,  are  using  Sound-Slide  Filnis 
before  clubs,  lodges,  organizations, 
church  groups,  schools,  and  their 
own  <'rs:ani/ations. 

25.  TRAINING  EMPLOYEES 
FOR  SPECIAL  SERVICES— Air- 
line hostesses,  railway  employees, 
hotel  and  restaurant  waiters,  bell- 
hops, ta.xi  drivers,  collectors,  in  fact 
wherever  there  is  a  group  in  the  em- 
ploy of  your  company  whose  duties 
are  approximately  the  same  in  all 
parts  of  the  country,  Sound-Slide 
Films  have  proven  the  most  eco- 
nomical and  effective  means  of  train- 
ing them. 

26.  OFFICE  SYSTEMS  AND 
FORMS — Most  large  organization-; 
have  never  been  able  to  train  their 
employees  and  representatives  to 
correctly  use  their  various  office  and 
business  forms.  Also  branch  ofl^cc 
systems  are  generally  changed  to 
meet  the  ideas  and  opinions  of  in- 
dividuals who  have  no  conception  of 
the  confusion,  mistakes,  costly  cor- 
respondence, time  and  expense  even 
the  slightest  deviation  from  standard 
practices  costs  the  home  office. 
Sound-Slide  Films  are  being  used  to 
correct  these  situations  with  excel- 
lent results. 

27.  SALES  POLICIES  —  During 
the  past  decade  the  sales  policies  of 
ahnost  every  company  have  been 
changed  materially.  Now,  with  the 
various  Fair  Trade  Laws,  unfair 
competition,  hand  to  mouth  buying, 
and  other  trends,  both  the  salesman 
and  manufacturer  are  continually  on 
the  spot.  Several  manufacturers  are 
enlightening  their  sales  forces,  job- 
bers and  dealers  with  a  clear-cut 
statement  of  their  sales  policies  and 
the  reasons  behind  these  policies 
through  the  medium  of  Sound-Slide 
Films  with  a  large  measure  of  suc- 
cess. 

28.  TRAINING  CONSUMERS 
HOW  TO  USE,  OPERATE  OR 
CARE    FOR    YOUR    PRODUCT— 

Tliis  i>  one  of  the  main  sources  of 
grief  for  both  the  manufacturer  and 
retailer  who  sell  products  which  re- 
quire extensive  and  somewhat  com- 
plicated direction  booklets  or  manu- 
als. Sound-Slide  Films  have  become 
a  helpful  auxiliary  aid  to  explain  to 
the  user  {most  of  whom  ignore  the 
direction  sheet)  with  words  and  pic- 
tures the  various  points  about  the 
care,  use  and  operation  of  products. 


Think  wliat  it  would  mean  to  your 
selling  costs  via  savings  on  returned 
merchandise,  service  calls,  dissatis- 
ticd  custoiners,  corespondence,  etc., 
if  every  purchaser  of  your  merchan- 
dise would  be  shown  as  part  of  the 
purchase  a  Sound-Slide  Direction  or 
Explanation  Film  that  would  answer 
all  of  his  questions  regarding  tlie 
use,  operation  and  care  of  your  pro- 
duct at  the  time  the  sale  is  made. 

29.  MARKET  RESEARCH  WORK 

—Sound-Slide  Films  are  being  used 
more  and  more  in  all  types  of  re- 
search work.  Determining  consum- 
er acceptance,  value  of  product 
changes,  market  possibilities  of  new 
products,  determining  what  pattern^ 
or  styles  will  sell  best  in  your  new 
line,  etc.  Most  research  workers  arc 
handicapped  in  their  work  of  obtain- 
ing the  information  required  because 
of  the  human  element  factor — the  in- 
abilit}-  of  the  interviewer  to  make 
his  questions  clear — the  lack  of  in- 
terest on  the  part  of  those  inter- 
viewed because  they  cannot  visualize 
the  problem  or  article  and  its  op- 
eration or  uses.  Try  the  Sound-Slide 
Film  method  on  your  next  important 
research  job.  You'll  be  agreebly  sur- 
prised how  much  the  medium  will 
increase  the  efficiency  and  the  re- 
•^ults  of  your  survey. 

30.  FUND  RAISING  CAM- 
PAIGNS— Community,  charity  or- 
;^anizations.  churches,  public  institu- 
tions, colleges,  associations,  in  fact 
any  group  or  agency  interested  in 
raising  funds  will  find  the  Sound- 
Slide  Film  their  greatest  sales  aid. 
Most  funds  are  raised  by  volunteer 
solicitors  who  have  little  or  no  con- 
ception of  the  need,  use  or  a<lminis- 
t  ration  of  the  moneys  collected. 
Misrepresentation  and  unfair  advan- 
tages taken  by  solicitors  are  almost 
entirely  eliminated  when  your  entire 
story  and  appeal  is  made  with 
Sound -Slide  Films.  Expensive 
travel,  literature,  correspondence, 
paid  help,  and  controversies  arc 
minimized. 

31.  CONVENTION  AND  EXPO- 
SITION MEDIUM— Here  is  a  place 
where  tiie  comiietition  for  tlie  pros- 
pects' attention  is  keen  and  your 
story  must  be  told  dramatically,  con- 
cisely and  in  such  an  interesting 
manner  that  it  will  compel  and  hold 
attention.  Sound-Slide  Films  will 
do  exactly  that  and  in  addition  free 
the  sales  presentation  from  the  limi- 
tations of  an  exhibit  booth — show- 
ing manufacturing  processes,  instal- 
lations, uses,  testimonials,  the  com- 
plete line,  etc.  .-Mso  the  story  is  told 
each  time  completely  and  with  the 
same  enthusiasm  allowing  the  at- 
tendents  to  conserve  their  energy 
and  time  for  the  more  important 
work    of    closing    the    sale. 

32.  STATE,  COUNTY  AND  MU- 
NICIPAL AUTHORITIES  — One 
•  if  the  most  needed  yet  most  neg- 
lected jobs  is  that  of  acquainting 
Mr.  John   Q.   Public  with: 

(a)  How   his   tax   money   is   spent. 

fb)  The  use  of  the  various  facili- 
ties at  his  disposal  such  as 
public  parks,  museums,  play- 
grounds, recreational  facili- 
ties,   the   schools,   etc. 

(c)  His  responsibility  with  regard 
to  public  safety — traffic  rules, 
accident  prevention,  fire  haz- 
ard elimination,  police  and 
fire  protection,  garbage  collec- 
tion, and  other  sanitation 
problems.  slum  clearance, 
beautifying  the  city.  etc. 

(d)  The  City   Code  and   Laws. 

(e)  Future   plans   and   objectives. 

(f)  Work  of  Board  of  Health;  its 
clinics  and   facilities. 

(g)  Training  police,  firemen, 
building  inspectors,  garbage 
collectors  and  public  servants. 


OWE  YOUR  SUDEHLM 

^^    the  Shomnji 

and  P'-'>*''*'tLcC 

^  \T  DESERVES 


Specliy 


SLIDEFILM 
PROJECTORS 


...THE     STANDARD     AMONG 
INDUSTRIAL      FILM      USERS 

For  More  Than  75  Years 

Built  upon  time  proved  principles,  S.  V.  E. 
Slide  Film  Projectors  can  be  relied  upon  to  pre- 
sent your  films  always  at  their  best.  The  de- 
pendability of  S.  V.  E.  equipment  is  not  a  matter 
of  conjecture.  It  has  been  demonstrated  by 
100,000  Projectors  in  the  service  of  leading  film 
users  over  a  period  of  more  than  15  years. 
Specify  S.  V.  E.  equipment  for  your  slide  films. 
S.  V.  E.  Projectors  are  standard  equipment  in 
all  leading  sound  slide  film  units. 

Wriit-    for   "Hon-    To    Show    It"! 

Send  today  for  descriptive  literalure  on  SVE  Slidetilm 
Projectors  and  the  many  ways  in  which  they  are  being 
used    in    industry.     Also    ask    lor    name   of   nearest    dealer. 


SOCI€Ty     fOR     VISUAL    €DUCflTIOn.     IRC. 

ICO     CAST   OHIO    STR€€T  •  CHICAGO  -  ILLinOIS 


Number  Tiihkf. 


1940 


[29] 


HERE  THE 
REAL  CLASS 
INDUSTRIALS 

OF 
HOLLYWOOD 
ARE  MADE 


General    Service    Sludios 
in  the  Heart  of  Hollywood 


Here,  since  1929  when  talk  Hist  came 
into  the  picture  business,  Dowling  and 
Brownell  have  been  specializing  in 
industrial  productions. 

Here,  the  industrial  client  has  exactly 
the  same  facilities  used  for  big  produc- 
tions currently  being  made  for  Para- 
mount, United  Artists,  R.K.O.  and  other 
major  distributors. 

And  here,  despite  the  superior  factors 
of  physical  equipment  and  high  tech- 
nical skill,  the  comparative,  reasonabla 
cost  of  industrial  productions  —  made 
well  by  men  who  know  how  —  will  sur- 
prise you. 

DOWLING  ond  BROWNELL 

6625  Romaine  Street  •  Hollywood,  California 


Personalities  in  the  News 


MOTION  f\  ^.C.A-  ^ 


„...  1../"^""'""" 


MOTION  PICTURE  BUREM 

DIVISION  OF  NATIONAL  COUNCIL  Y.  M.  C.  A. 


NEW  YORK  CHICAGO 

347  Madiion  Avenue     19  S.  LaSall*  Street 


SAN  FRANCISCO 
351  Turk  Street 


♦  AiiiDng  the  personalities  in  tlit> 
lilrn  industry  news  of  the  jjeriod 
was  WILLIAM  B.  FRENCH.  Announce- 
ment of  his  appointment  to  the  staff 
of  the  (Chicago  Film  Lalioratory  as 
account  executive  came  last  month. 

♦  BARBARA  HOLMES,  formerly  staff 
scenarist  on  the  Lone  Ranger  and 
Green  Hornet  air  shows  and  re- 
cently on  the  staff  of  the  M.  P.  P. 
D.  A.,  has  joined  EMERSON  yorke. 
independent  shorts  producer  as  sec- 
retary and  script  assistant. 

Joiii!4    General    Film 

♦  CHARLES  L.  glett,  formerly  Vice 
President  in  charge  of  Production 
for  Audio  Productions.  Inc.,  re- 
signed from  that  company  on  De- 
cember 1.  1939.  and  has  joined 
General  Film  Industries.  Inc..  the 
New  York  subsidiary  of  the  General 
Film  Company  of  Hollywood,  as 
Executive  Vice  President. 

Mr.  Glett  brings  to  General 
Films  a  broad  motion  picture  ex- 
perience, which  includes  every 
known  type  of  screen  presentation 
from  cartoon  animation  to  the  mak- 
ing of  feature  pictures. 

General  Film  Company,  headed 
by  Lawrence  W.  Fox.  Jr.,  is  actively 
engaged  in  the  production  of  the- 
atrical features  in  Hollywood  for 
several  of  the  major  companies.  In 
creating  an  industrial  division  as 
part  of  its  theatrical  operations. 
General  Films  makes  available  to 
its  clients  the  companys  experi- 
enced staff  now  engaged  in  feature 
production. 

General  Film's  New  York  Office 
will  also  represent  an  associated 
Hollywood  company.  Cartoon 
Films.  Ltd.,  which  is  currently  en- 
gaged in  the  production  of  Techni- 
color Cartoons  for  such  companies 
as  Kellogg's  Rice  Krispies.  Shell 
Oil.  Kraft  Phenix  Cheese  and  Rinso 
Soap. 

New  York  offices  have  been  estab- 
lished at  30  Rockefeller  Plaza,  to 
offer  a  complete  service  for  the  pro- 
duction of  pictures  either  in  New- 
York,  the  Middle  \^est  or  Holly- 
wood. 

Jam  Handy  Appointments 

♦  In  three  recent  additions  to  the 
Jam  Handy  Organization,  Detroit, 
GEORGE  carillon,  formerly  with 
the  General  Electric  Company,  was 
named  contact  man  on  food  mer- 
chandising; JACK  R.  BELL  of  the 
Flint  Journal  has  joined  the  writing 
staff;  and  Stanley  w.  Williamson 
has  been  transferred  from  New 
York  to  Detroit  as  assistant  head  of 
ickiil    Iraining. 


Bell  &  Howfll 

Appoints 
Phillip   (looker 

• 


♦  I'll  11.11'  hooker  has  been  ap- 
pointed Manager  of  the  Dealer  Ser- 
vice Division  of  Bell  &  Howell.  A 
graduate  of  Northwestern  Univer- 
.sity,  Mr.  Hooker  joined  the  staff 
of  the  Bell  Ji  Howell  Company  six 
years  ago,  leaving  the  Packard 
Motor  Car  Company  to  enter  the 
motion  picture  equipment  field.  Mr. 
Hooker  served  as  the  B&H  District 
Manager  for  Pennsylvania  for  two 
years,  and  sub.sequently  returned  to 
the  main  office  to  handle  dealer  ac- 
tivities in  the  Cliicago  area. 

MR.  o.  N.  WILTON.  Assistant  Sales 
Manager,  continues  in  charge  of 
all  Bell  &  Howell  export  business, 
and.  with  MR.  J.  H.  booth.  General 
Sales  Manager,  as  general  super- 
visor of  all  B&H  sales  activities  and 
dealer  relations. 

♦  J.  LAWRENCE  GOODNOW  has  been 
appointed  Manager  of  the  Personal 
Equipment  Division  of  the  Bell  & 
Howell,  .\fter  graduating  from  the 
University  of  Chicago.  Mr.  Good- 
now  accepted  special  military  duty, 
.serving  as  Lieutenant  of  Field  Ar- 
tillery at  Fort  Sill.  Oklahoma.  Leav- 
ing the  army  for  civilian  life,  Mr. 
Goodnow  joined  Bell  &  Howell  two 
years  ago  as  Assistant  Manager  of 
the  Personal  Equipment  Division. 
To  his  new  responsibility  Mr.  Good- 
now brings  the  well-known  army 
training  in  attention  to  detail,  tlior- 
oughness.  and  efficient  routine. 


Carl  Sclireyer 

New  Manager 

for  B&H 

ill  .South 


♦  A  third  personnel  announcement 
from  Bell  &  Howell  concerns  C\RL 
SCHREVER  who  now  becomes  Dis- 
trict Manager  for  the  Southeastern 
part  of  the  U.  S.  During  his  five 
years  with  the  Bell  &  Howell  Com- 
pany Mr.  Sclireyer  has  been  succes- 
sively in  the  Industrial  and  Educa- 
tional Divisions,  the  B&H  New  York 
branch  office,  and  the  Personal 
Er|ui|)nient  Division,  of  which  he 
Has  Manager  at  the  lime  of  his 
iii'w   appniiitini'iil. 


[30] 


Business  Screen 


FILM  FORUM 


Letters     iind     (!(i  iii  nie  lit     from 
Business     Screen's     readers 


Coittribittions    to    this   ttct^arluicnt   arc   ivclconu'tl   hy    the    Editors.    SiJiiply 
a<tdrcss  Film  Forum.  Bnsincs.<  Screen  Magazine.  2o  N.   IVacher.  Chicago. 


{Continued  fruni  Page  8) 
sponsor  depends  upon  tile  listener 
hearing  his  inessage  over  and  over 
again,  until  it  finally  takes  root.  In 
that  way.  a  popular  program  be- 
comes a  good  advertising  medium. 

The  same  is  NOT  true  of  motion- 
pictures.  In  nine  cases  out  of  ten. 
a  motion-picture  is  a  single,  highly- 
conceiilraled  message,  so  designed 
that  it  gets  its  story  across  effec- 
tively by  being  seen  once — and  once 
oidy.  If  it  is  so  constructed  that 
you  can  readily  cross  out  the  name 
"■Jones"  and  insert  the  name 
"Smith"  then  the  probability  is 
that  you  will  not  have  a  good  ve- 
hicle for  either  Smith  or  Jones,  re- 
gardless of  how  attractive  and  en- 
tertaining your  film  might  be.  I'm 
all  for  making  commercial  movies 
as  i>leasurable  an  experience  for 
the  spectator  as  possible — but  the 
specific  selling  message  of  the  spon- 
sor is  the  most  important  ingre- 
dient. Dilute  that  to  the  point 
where  it  fails  to  make  the  necessary 
impression  on  your  audience  and 
your  film  can  be  more  profitably 
converted  into  mandolin  picks. 

To  get  back  to  my  friend  on  the 
telephone.  I  found  his  outline  in 
my  file  and  promised  to  return  it. 
First,  however.  I  re-read  it.  I  then 
realized,  much  more  than  before 
why  it  had  left  us  rather  cold.  It 
was  a  pleasing  enough  idea,  with 
enough  pictorial  and  action  possi- 
bilities to  make  a  good  film — but  it 
could  have  been  made  bv  any  one 
of  twelve  different  manufacturers 
simply  by  changing  the  name  on  the 
package.  Mind  you.  I'm  not  say- 
ing that  it's  not  possible  to  adapt 
one  idea  to  the  needs  of  twelve  dif- 
ferent organizations  and  do  a  good 
job  for  each,  but  in  that  case  the 
adaptation  is  much  more  important 
to  the  prospective  client  than  the 
I  idea  itself,  and  the  adaptation 
should  be  emphasized  in  the  outline. 

There  is  as  yet  no  formula  to 
enable  a  user  of  motion-pictures  to 
determine  just  what  should  be  the 
j>roper  mixture  of  entertainment 
and  selling.  (And  maybe  tho.se  of 
us  who  get  paid  for  working  out 
the  prescription  in  each  case  should 
be  thankful!  I  But  one  thing  is  cer- 
tain. You've  got  to  put  in  enough 
Selling  to  sell:  otherwise  the  spec- 
tator may  be  entertained  in  royal 
fashion — but  he  won't  buy.  And 
"buyers"  are  essential  to  the  fu- 
ture of  commercial  motion-pictures. 
—RALPH  SCHOOLMAN 


♦  A.N  EXECi'Ti\  E  of  one  of  America's 
leading  corporations  was  discussing 
industrial  movies  the  other  day  and 
he  remarked:  "You  know  it  is  a  re- 
markable thing  that  everywhere  I 
go  around  the  United  States  some- 
one has  mentioned  seeing  our  pic- 
ture. I  have  had  this  experience 
not  only  in  the  large  cities  but  for 
instance  when  talking  recently  to  a 
customer  in  a  small  town  in  one  of 
the  eastern  states.'" 

Then  the  executive  brouglit  out  a 
point  which  indicates  a  heavy  score 
for  the  effectiveness  of  the  motion 
picture  when  he  said  that  it  was 
also  a  remarkable  thing  that  in  all 
of  his  travels  he  had  still  to  have 
someone  mention  to  him  that  they 
had  seen  or  reatl  the  company's 
booklet. 

"Man\'  thousands  of  cojaies  of  the 
attractive  booklet  were  issued  at 
about  the  same  time  that  our  mo- 
lion  picture  was  made,"  he  said. 
"The  book  was  also  a  beautiful  job 
and  told  a  similar  story  to  that 
which  was  covered  in  the  film,  but 
apparenllv  it  didn't  register  like  the 
film." 

He  was  especially  impressed  with 
the  fact  that  invariably  people  re- 
membered the  name  of  their  com- 
pany in  connection  with  the  motion 
picture. 

It  seemed  to  this  executive  that  it 
was  vivid  proof  of  the  power  of  a 
motion  picture  in  causing  a  lasting 
impression,  registering  the  story  in 
such  a  way  tliat  people  remembered 
it  was  not  merely  a  picture  about 
operations  in  that  certain  industry 
in  general,  but  that  it  was  "their'" 
particular  product  which  was  being 
displa\"ed. 

This  executive  brought  out  an- 
other interesting  fact  about  his 
company's  experience  in  exhibiting 
their  motion  picture.  In  two  years' 
showings  which  had  been  made 
strictly  by  their  own  company  per- 
sonnel and  that  of  their  own  asso- 
ciate representatives,  a  total  of 
800.000  people  had  seen  the  film. 

His  breakdown  of  showings  was 
interesiing.  throwing  considerable 
light  on  the  subject  of  how  many 
people  can  be  covered  with  an  indi- 
vidual copy  of  a  film.  To  cover  the 
showings  to  date  with  the  number 
of  copies  available  meant  that  the 
average  audience  had  consisted  of 
fifty  people  and  that  each  copy  of 
the  film  had  been  run  approxi- 
mately 225  limes. 

—P.4T  nOWLING 


ALWAYS   FIRST  to 

ACHIEVE    THESE    MAJOR 
16MM     ADVANCEMENTS 

^^ODEL  40C,  designed  particularly  for  Industrial 
and  sales  work,  combines  the  greatest  economy, 
easiest  portability,  finest  sound  and  picture  clarity, 
and  trouble-free  operation  ever  produced  In  l6lvlM 
Sound    Motion    Picture    Equipment. 

This  one  proiector  serves  both  conference  table  or 
large  auditorium  requirements — as  well  as  both  Silent 
and  Sound  Films.  And  only  VICTOR  has  absolute 
Film-Protection,    and    many   other   advanced    features. 

Model  40C  complete,  ready  to  operate  priced  at 
$275.00.  Write  today  for  the  new  VICTOR  Catalog 
and    latest   business  applications. 

VICTOR 
*^  ANIMATOGRAPH 
CORPORATION 

DEPT.     E-l.     DAVENPORT.     IOWA 

DISJ  RIBUTORS    T  HROUGHOUI    THE     WORLD 


MATCHED 
ATTACHMENTS 


TURNTABLE 

A  Record  Turntable  to  en- 
hance your  sound  or  silent 
pictures  with  entertaining 
music  either  before,  or 
during  your  show.  Plug  in 
arrangement. 

f  MICROPHONE 
A  Public  Address 
System  by  plugging 
in  a  microphone 
for  announcements, 
lectures,  outside 
entertainments,  etc. 
Other  VICTOR 
Matched  Equipment  in- 
cludes plug-ins  of  multiple 
speakers,  amplifiers,  radio 
and    recording    units. 


NiJMBKK  Thkki-: 


1940 


[.-^11 


EMER§€N  yocrt 

INCORPORATED 


PRODUCER   of   MOTION   PICTURES 


—  Script   fo    Screen  — 


INFORMATIVE       •  THEATRICAL 
EDUCATIONAL      •   INDUSTRIAL 

3Smm  16mm  8mm 

Black  &  White  Color 


Professional 


Guaranteed 


PRODUCT/ON         d;str/bution 


245   West   55»h   $♦. 
NEW    YORK    CITY 


Telephone: 
Circle    6-3«B8 


PROJECTION  SERVICE 


■A  COMPLETE! 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theatrical  pic- 
tures. The  non-theatrical  service  includes  supplying 
projectors,  screens,  operators,  etc..  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  St.,  N.Y.  C.  Lexington  2-9850 


llliillllllllllllllilllllll Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllin^ 

SOURCES  or  ENTERTAINING  PROGRAM  SUBJECTS 


First:  //  your  interest  is  that  oj  the  exhibitirifi 
group,  i.e..  if  you  are  secretary  of  your  business 
club's  entertainment  committee,  program  chair- 
man or  advisor  to  church,  school,  lodge  or  other 
groups  who  customarily  show  films  for  the  en- 
tertainment or  education  of  members,  also  ad- 
dress the  following  organizations  when  setting 
up  your  film  program: 

Burton  Holmes  Films,  Inc.  Free  Loan  Li- 
brary, 7510  N.  Ashland  Ave.,  Chicago. 
oRers  series  of  sound  motion  pictures  to  rec- 
ognized organizations. 
Castle  Films,  Inc.,  30  Roclcefeller  Plaza.  New 
York  City;  Wrigley  Building,  Chicago;  San 
Francisco.  Offers  selected  industrial  film  sub- 
jects to  organizations  and  schools.  Also  ex- 
tensive ".short"  subjects,  either  sound  or 
silent  on  sale  basis. 
Modern  Talking  Picture  Service.  Inc.  Execu- 
tive offices  at  9  Rockefeller  Plaza,  New  York 
City.  Licensees  in  80  principal  U.  S.  Cities. 
DHers  first-run  feature  attractions  (such  as 
the  all-Technicolor  Middleton  Family  at  the 
New  York  \X'orld's  Fair)  on  a  free-showing 
basis:  also  offers  a  very  extensive  library 
of  salesman  training  subjects  on  rental  basis, 
('omplcte  projection  service  by  highly  trained 
|)rojectionists  with  modern  equipment  in- 
cluded. 
Motion  Picture  Bureau,  YMCA.  347  Madison 
Avenue.  New  York  City;  also  19  So.  LaSalle 


St.,  Chicago  and  351  Turk  Street,  San  Fran- 
cisco. Free  films  available  via  Express  or 
Post  to  adult  and  school  groups  from  ex- 
tensive catalog:  also  sound  and  silent  fea- 
tures and  "shorts"  at  economical  rentals. 
.Note:  Free  loan  libraries  and  many  sponsor.'^ 
offering  films  for  free  loan  require  only  that 
groups  pay  transportation  charges  both  ways, 
either  parcel  post  or  Express. 

RENTAL  OR  SALE  LIBRARIES 

Secondly:  If  your  point-of-view  is  that  of  the 
commercial  sponsor  offering  films  to  the  thou- 
sands  of   groups   available  for  such    showings, 
these  rental  and  sale  sources  of  entertaining  suh- 
fect  material  offer  added  ^'box-office"  material 
for  such  programs.   Program  chairmen  will  also 
find   these   sources   convenient  and  economical. 
Associated  Film  Enterprises,  244  W.  49th  St.. 
New    York.     Offer    stellar    musical    "shorts" 
featuring    Bing    Crosby    and    Donald    Novis. 
Available  on  outright  sale  for  as  low  as  $17.50 
per  sound  reel.   Good  general  material  of  top- 
rank    entertainment    value    suitable    for    all 
types  of  showings  or  in  combination  with  al- 
most any  business  film. 
Bell   &   Howell   Company.      1801    Larchmont 
.\\e..  Chicago:   New  York;  Hollywood;   Lon- 
don.      Filmosound     Library    contains     thou- 
sands of  sound   and   silent   film   subjects   on 
economical  rental  basis.     Write  for  extensive 
catalog  to  Dept.  BSl-40. 


BING    CROSBY 


DONALD    NOVIS 


HERE'S    THAT    FRESH     NOTE    THAT    WILL    GIVE 
ADDED  PUNCH  TO  YOUR  SPONSORED  PROGRAMS 

BING  CROSBY  ^  DONALD  NOVIS 


Singing  the  songs  that  made  him 
famous,  in  two  rollicking  musical 
comedies  with  star-studded  sup- 
porting casts. 


Audiences  thrill  to  the  voice  of 
this  young  Irish  tenor,  singing  old- 
time  favorite  songs  in  three 
laugh-riot  comedies. 


IN  16  mm.  SOUND 

NOW  you  can  bring  the  showmanship  of  the  deluxe  theatre 
screen  into  your  own  commercial  showing  with  these  sparkling 
short  subjects.  Announce  them  on  your  next  program  and 
watch  the  jump  in  attendance.  Cartoons,  musicals  and  novelties 
are  also  available. 


,11/  suhjiictn  liilpd  arf.  one  revl  in  length.  16mm. 
nuund-on-film.  Each  reel  (approximately  350  feet) 
is    (I    complete    subject.     Price    per    reel 


$17.50 


^^^^^^^^■"  PREVIEW     PRINTS    SENT    ON     REQUEST  ^"^"^^^^^^ 

ASSOCIATED    FILM 

ENTERPRISES 

WRITE  FOR   FREE  ILLUSTRATED  CATALOSUE 

244  West  49th  Street  Dept.  B  New  York,  N.  Y. 


Burton  Holmes  Films,  Inc.  (See 
listing  above.)  Also  offers  series 
of  color  travelogues  for  sound 
slidefilm  programs.  Economical 
cost.    Write  for  titles  and   rates. 

Commonwealth  Pictures  Corp.. 
729  Seventh  Ave..  New  York. 
Major  Bowes  "musical  short"  is 
top-ranking  entertainment  offer- 
ing: full-length  features,  com- 
edies, travelogues  all  on  eco- 
nomical rentals.  Write  for  illus- 
trated catalogue. 

Films.  Inc.,  330  W.  42nd  St.,  New 
York;  Chicago:  Portland,  Ore- 
gon. Rental  library  includes  full- 
length  features,  Hollv\vood 
"shorts,"  travelogues,  educational 
subjects.    Free  catalogue  offered. 

Gutlohn,  Walter  O..  Inc.  35  West 
45th  Street,  New  York.  Many 
unusual  educational  and  enter- 
taining short  and  feature-length 
reels.  Also  special  interest  mate- 
rial for  professional  groups,  etc. 

NuArt  Film  Co..  145  W.  45th 
Street,  New  York.  Bulletins  and 
catalog  list  hundreds  of  especial- 
ly suitable  features  and  "shorts," 
including  many  informative  and 
educational    reels. 

Post  Pictures  Corp..  723  Seventh 
Ave.,  N.  Y'.  Specialist  in  informa- 
tive educational  reels,  also  enter- 
taining shorts,  travelogues,  car- 
toons. Write  for  illustrated  lit- 
erature. 


*   The  Allied   * 

Non- Theatrical  Film 

Association 

♦  Organized  in  1939  by  executives 
representing  a  group  of  some  of 
the  better  known  film  library  or- 
ganization.s.  The  .'\llied  Non-Thea- 
trical Film  Association  set  up  as 
its  program,   the  following  points: 

It  set  out  first  to  meet  the  prob- 
lem of  duping  and  print  bootleg- 
ging as  well  as  adverse  legislation. 
Its  constructive  aims  include  the  ob- 
taining of  better  releases  and  closer 
cooperation   wilhiii   the   industry 

First  president  is  Bertram  Wil- 
loughby.  Ideal  Pictures,  chief  exec; 
Harry  kapit  of  the  Walter  0.  Gut- 
lohn organization  is  first  vice-presi- 
dent: William  Hedwig,  Nu-Art 
prexy  is  second  vice-president;  Tom 
Brandon  of  Garrison  Films,  secre- 
tary and  Harry  Post,  Post  Pictures, 
Inc..  treasurer. 

Extensive  activity  during  the  first 
year  served  to  build  a  well-knit  or- 
ganization. Several  new  members 
have  been  recently  added  to  the 
founders  grou|). 


132] 


Business  Sirken 


BUSINESS  SCREEN'S  NEW  FILM  LIBRARY  GUIDE 


•  Hkhk  Is  the  First  of  a  series  of  convenienl 
review  lists  of  available  non-theatrical  films, 
especially  suitable  for  groups  to  whom  commer- 
cial subjcrts  are  offered; 

MUSICAL  SHORTS 

Major  Bowes  Amateir  Hoir — 16  mm  sound. 
Available  from  Commonwealth  Pictures  Corp.. 
729  Seventh  .\ve..  New  York  City. 

Review  !\'otes:  This  is  a  recent  Hollywood 
first-run  class  variety  show,  including  a  typical 
Major  Bowes  broadcast  with  singers,  dancers  and 
other  specialtv  acts.  Available  on  reasonable 
rentals. 

BiNC  Crosby — 16  mm  sound.  Associated  Film 
Enterprises.  244  \^'est  49th  St..  N.  Y.  Outright 
sale  at  $17.50. 

Reciew  Notes:  Two  different  subjects  available 
include  Bing  in  the  songs  that  made  him  famous. 
Donald  Novis — 16  mm  sound.  Also  Associated 
Film  Enterprises.    Sold  at  $17.50. 

Reiiew  .\'oles:  Three  subjects  to  choose  from: 
in  all  of  them  Donald  Novis  offers  favorite  song 
subjects.     Rated   excellent. 

TR.4VEL 

Sahara.  16  mm  silent  or  sound,  by  Castle.  Suit- 
able for  \^  omen's  clubs.   Transportation   clubs. 
Service  clubs.   Community  clubs  or  students. 
Review  Motes — The  home  of  the  Foreign  Le- 


Talking  Picture 
Version  of  ...  . 

P.    T.    Barnum's 

9n-Yeor     Stage     Sensation! 


the   DRUNKARD" 


with  James  Murray,  Bryant  Wash- 
burn, Vera  Steadman,  Janet  Chan- 
dler, Pat  O'Malley  and  a  large  cast. 

HISS  THE  VILLAIN— CHEER  THE  HERO! 
FOR  HOME  PARTIES,  CONVENTIONS 
AND      SALES      MEETINGS  — IN 

16mm 

Exclusive  Dislributiun  by 

•   (laLen,t  Miittf    • 


R.  K.  O.  Building 


New   York   City 


/\n  ultra-modern 
hostelry  in  the 
heart  of  Chicago 


KNOWN 
f<^^. 

600D 

FOOD 


HOTEL 


gion.  caravans,  wild  riders,  priests  of  the  Islam 
and  fakirs  is  pictured  in  a  calm  and  whipped 
by  a  storm. 

\^0RKSH0PS  OF  Old  Mexico.  10  min..  16  mm 
sound.  $27.  or  Rental.  $1.50.  by  Gutlohn.  Suit- 
able for  \^  omen's  clubs.  Service  clubs  or 
students. 

Review  Notes — Mexicans  at  work  on  pottery, 
blankets,  and  leather  goods. 
Washington,  D.  C. — the  nation's  capital.  16 
mm.  silent  or  sound,  by  Castle.  Suitable  for 
elementary,  high  school  or  college  students. 
Transportation  clubs.  Women's  clubs  or  Service 
clubs. 

Review  Notes — Good  shots  of  the  buildings 
where  our  laws,   policies  and  money  are  made. 

SPORTS 

Fresh  VJater  Fishing.  16  mm  or  8  mm.  by 
Castle  Films.  Suitable  for  Kiwanis  and  other 
mens  groups.  American  Legions,  Boy  .Scouts, 
any  group  of  men. 

Review  Notes — Modern  Izaak  \^altons  and 
beautiful  specimens  of  the  finny  tribe  share 
starring  honors  in  this  reel.  Shots  of  splendid 
scenery,  a  royal  fight  with  shining  salmon  and 
speckled  trout  appeal  and  excite  all  those  who 
spend  time  or  would  love  to  spend  a  lot  of  time 
at  the  sport. 

Football  Thrills  of  1939.  16  mm  or  8  mm. 
by  Castle  Films.  Suitable  for  dealers,  employees 
groups,  advertising  clubs  or  service  clubs.  Most 
any  group  of  men. 

Review  Notes — Finest,  fastest  and  most  thrill- 
ing plays  of  the  year  are  shown  in  both  normal 
and  slow  motion.  Record  making  passes,  intri- 
cate plays  and  the  hard  hitting  of  linesmen  are 
shown  in  close  up. 

\^"iNNiNC  Football  Plays  of  the  1938  Season. 
12  min..  16  mm  sound  film,  rental — $1.50,  by 
Cinegraphic.   Suitable  for  men's  or  boys'  groups. 

Review  Notes — \^  inning  plays  in  slow  motion 
are  taken  from  these  games:  Army  vs.  Navy: 
Cornell  vs.  Dartmouth:  Pennsylvania  vs.  Co- 
lumbia; Yale  vs.  Michigan;  Notre  Dame  vs. 
Carnegie  Tech;  and  other  great  games  of  '38. 
Touchdown.  16  mm  one  reel,  by  Pictorial  Films, 
Inc.    Suitable  for  men's  or  boys"  groups. 

Revieic  Notes — A  few  cheering  stand  shots 
and  a  lot  of  inside  stuff  behind  the  scenes,  show- 
ing how  players  get  their  training  in  blocking, 
interference,  tackling,  kicking,  passing,  receiv- 
ing and  scrimmage,  all  analyzed  by  the  slow  mo- 
tion camera. 

Ski  Revels.  16  ram  or  8  mm.  by  Castle  Films. 
Suitable  for  university  students.  Junior  Cham- 
bers of  Commerce,  \rMCA's.  Transportation 
clubs.  Department  Store  auditoriums.  Sports 
clubs. 

Review  Notes — Snow  blanketed  mountain  runs 
at  St.  Moritz.  Banff.  Lake  Placid  and  other  spots 
are  the  setting  for  beautiful  performances  by 
champions.  Demonstrations  of  fast  action  and 
tips  for  embryo  champs  are  combined. 

If  ATCH  FOR  ADDITIONAL  LISTINGS 


Nl'.mbkr  Three 


1940 


NO  PICTURE  CAN  BE  BETTER  THAN  THE 
SCREEN  ON  WHICH  IT  IS  PROJECTED 

•  Raven  Screens  tcere  used  exclusive- 
ly hy  the  Eastman  Kndak  Cn,  far 
iht'ir  Kadachntme  Exhibit  at  the 
U  nrld'^    Fair. 

•  Haven  Screens  are  nutst  icidelr  used 
hy  discriniiiiatinfi  pro/essitnitd  and 
amateur  nutvie   makers. 

•  Haven  Screens  are  scientijicallr  de- 
signed of  finest  screen  materials 
tit  provide  a  brilliant  luminnus 
screen  image. 

•  Haven  Screens  include  the  widest 
variety  of  styles^  sizes  and  ntaterials 
for   every   conceivable   requirement. 

IF  PICTURES  HELP  TO  SELL  YOUR  PRODUCTS 
-RAVEN  SCREENS  WILL  SELL  THEM  BETTER 


RAVEN  SCREEN 

314-14    EAST    35th    STREET 


CORPORATION 

NEW     YORK     CITY 


SLIDEFILM  PRODUCERS 


OUALITY  PRODUCTIONS 

BLACK  &  WHITE  &   IN  COLOR 

(runo 


Division  of 


S  A  R  R  A,    I  n  c 


WHIIehall  7696  .  16  East  Ontario  Street  •  Chicago 


For  "DRAMATIZED  SELLING" 

in  sound  slidefilms  or  in  live 
talent  plays,  written  and  pro- 
duced to  fit  your  needs  .  .  . 
wire,  phone  or  write. 

PAUL  HARRIS  PRODUCTIONS 

440  So.  Dearborn  Street  Harrison  3986 

Chicago,    Illinois 


KODACHROME  SLIDEFILMS 

35mm  if  16mm 

Silent  or  Sound 

Geo.  W.  Colburn  Laboratory 

1197    Merchandise    Mari        -:-        Chicago 


[331 


Universal  fi 

_  SOIND  PROJLCTOR  fQ_ 

HAS      EVERYTHING! 

*  LOW  PRICE  •  FOR  SOUND  OR  SILENT  FILMS  •  FOR 
PUBLIC  ADDRESS  OR  PHONE  •  FULL  POWER  AMPLIFICA- 
TION •  12"  HEAVY  DUTY  SPEAKERS  •  REELS  TO  16"  •  RE- 
VERSE ACTION  •  STILL  PICTURE  CLUTCH  •  CENTRAL  OILING 
<  PERMANENT  CARRYING  CASES  •  LICENSED— WARRANTY 


Low  in  cost,  Universal  1  6MM 
Sound  Projectors  offer  you  all  of 
the  important  new  feotures.  Four 
models.  For  all  purposes.  Simple 
to  operate.  Economical  to  main- 
toin.  Licensed.  Guaranteed. 


UNIVERSAL        r^»l 


SOUND  PROJECTOR  DIV. 

1  9th  &  Oxford  Sti.,  PhJIa.,  Pa. 

New  York  Office— 1  600  Broadway 


COMMEIUMAL  iMOTION 
IMCTUHE  EXECUTIVE 

•  With  fi\e  years  oi'  experience  a.s  pro- 
diieliun  director  and  ^iipervi.sor  ol' 
tliealrtral  and  indtisirial  films  I'or  major 
conimerrial  studios.  Tlioroiifihly  experi- 
enced in  consniiier  a<lvertising,  sale.-^ 
Iraininj":,  institutional  and  pnblic  relations 
films,  distribution  and  s<-reen  advertising. 
Camera,  editing,  and  snpervisory  experi- 
ence with  Hollywood  studios  plus  a  suc- 
cessful career  in  newspaper  and  adver- 
tising agency  work.  IN'ow  engaged  in 
color  research  nearing  completion  and 
available  to  direct  or  assistance  in  an  ex- 
ecutive capacity  for  advertising  agencies 
interested  in  film  production  or  a  major 
studio  connection. 

Address    linx    32.    Business   Screen    Mof^a- 
zine.  20  ISorth  IT'ac/cer  Drive,  (^hicagit.  III. 


POPULAR 
Hotel    FORT 

WAY  N  E 

In  addition  fo  fhe  superior 
accommodations  at  the  Fort 
Wayne,  guests  enjoy  a  superb 
location  in  a  residential  com- 
munity, yet  convenient  to  the 
business  districts.  Hotel  Fort 
Wayne  provides  economy  with- 
out sacrifice  of  comfort  or 
location. 

300   ROOMS 

EACH  WITH   BATH 


DETROIT 


ESSO  FILM  REPORT... 

t Cuntinufd  jnnn  I'u^e  2r>) 

sary  to  liire  some  place  lo  hold  the  showing. 
However,  since  all  films  are  in  constant  use. 
it  is  essential  that  tentative  dates  be  confirmed 
with   your   Esso   salesman. 

Whenever  E.sso  Dealers  have  S|)onsored  show- 
ings of  Esso  Marketers  films  they  invariably 
have  won  eood  will.  -  -Tlir  Esso  Dfnlrr 

y   [lew  Ljatk  <zz-  ^ULt  —  ulin^ 

♦  Never  before  in  the  history  of  motion  pic- 
tures were  so  man)  him  productions  exhibited 
in  connection  with  one  project,  as  were  shown 
at  the  New  York  \^'orld"s  Fair  1939,  reports 
CL.AUDE  R.  COLLINS,  Director  of  Newsreels  and 
Films  at  the  Fair  the  past  year. 

The  Department  which  officially  reviewed  and 
censored  all  films  exhibited  reports  a  total  ol 
6f2  motion  pictures  exhibited,  including  every 
known  type  of  production.  Of  these  films.  404 
were  standard  35mm  and  191  were  16mm.  The 
majority    were   projected    with   sound. 

Pictures  were  shown  in  34  different  audito- 
riums, the  largest  of  which  was  the  motion 
picture  theatre  in  the  General  Motors  Building, 
seating  612.  A  theatre  in  the  Russian  Pavilion 
was  third,  with  a  seating  capacity  of  350.  The 
Little  Theatre  in  the  Science  and  Education 
Building,  under  the  jurisdiction  of  the  World's 
Fair  management,  seated  253.  Other  auditoria 
included  the  many  small  theatres  of  commercial 
exhibitors,  restaurants,  outdoor  gardens,  indi- 
vidual |)rojection  rooms  and  various  other 
unique   locations. 

Based  on  the  best  estimates  available,  at- 
tendance at  film  showings  totaled  well  in  excess 
of  twenty  million  persons  during  the  Fair  year. 

A  general  survey  indicates  the  cost  of  these 
productions  runs  close  to  a  billion  dollars.  This 
is  best  illustrated  by  the  fact  that  the  official 
motion  picture  titled.  Land  of  Liberty,  produced 
by  the  combined  efforts  of  the  motion-picture 
industry  for  showing  in  the  United  States  Gov- 
ernment Building,  included  material  taken  from 
125  different  motion  -  picture  productions  and 
shorts  estimated  to  have  cost  more  than 
$25,000,000. 

The  various  motion  pictures  exhibited  in  the 
New  York  World's  Fair  1939  were  a  liberal 
education  in  themselves.  The  exhibition  of  these 
films  for  a  period  of  six  months  marked  the 
first  concentrated  display  of  informative  films 
of  every  type  and  kind. 


/    PERMANENT 

PROTECTION 

againsf 

Climate,  Wear, 

Scratches,  Oil,  Dirt, 

Water  and 

Fingermarks 

BLACK  and  WHITE 

and   COLOR 
Motion  Picture  Films 
and  Still  Negatives 


MENTION    BUSINESS    SCREEN 

HViffi      ff'riting     to     Advertisers! 

^  Many  of  the  products  and  services  of- 
fered in  these  pages  are  exclusively  adver- 
tised here  so  it  will  help  you  get  prompt 
service  to  tell  the  advertiser  you  read  it  in 
Business  Screen! 


In  early  spriilfr,  Cliicailo  &  Southern  will  inangii- 
rale  a  new  fleet  of  giant  Uoiiglas  DC-3  21  Pas- 
senger Planes. 


3  Daily  Flights 


CHICAGO  &  NEW  ORLEANS 

Both  Directions 

Plan  now  to  fly  lo  America's  southern  playgroun^l 
—  New  Orleans  and  the  smart  resort  cilies  of  llie 
(riilf  ('oast.  See  iNew  ( )rleans  with  its  oM  worlil 
ll;i\or  an<l  timeless  rlianii.  i*lay  or  loaf  in  the 
siiii>hiiie  at  liiloxi,  Gulfjutrt,  Inti-hy-thc-Seu  or 
Pass  (Christian. 

Low  Air  Travel  Fares 

New   ^  ork  —  New  Orleans S   73.85  one  way 

ht>s  Angeles —  ISew  Orleans.  . .  .  103.11  one  way 
Chicago — New  Orleans 44.60  one  way 

20',',  Reduction  on  Round  Trips 

Ftir  inrurnifilii>n  antl  rt-Hrrvaltons  call  the 
lrunH|>i>rlutiun  desk  or 

&! 

Ai/i  JHUiei. 

"The  WaWey  teve/  Roufe" 


ifl  FIMR  SETTIK 

FOR     YOLiK     FILM     PREMF.W.     CONVENTION.     TRADE 
SHO\^.    DEALER    MEETINGS    OR    RADIO    BROADCAST 


■^  Local  and  national  business  organizations  who  regularly 
use  the  world-famous  faoilities  of  the  Chicago  Civic  Opera 
House  and  Civic  Theatre  \\ill  affirm  the  convenience  and  com- 
pleteness of  these  ultra-modern  auditoriums.  Equipped  to  meet 
the  most  exacting  requirements  of  radio,  motion  picture  or  stage 
presentations,  these  theatres  are  ideal  settings  for  your  applica- 
tion in   1940  of  showmanship  in  business. 

From  all  '^.'h'l^  upholstered,  spring-cushioned  seats  audiences 
enjoy  perfect  vision  and  unexcelled  acoustics.  Unlimited  tech- 
nical facilities  include  complete  lighting  and  electrical  equip- 
ment. R.  C.  A.  public  address  system,  modern  projection  booth 
for  motion  pictures  and  drops,  drapes  and  scenery  of  unlimited 
variety.  More  modest  in  size  but  equally  luxurious  is  the  871)- 
seat  (!ivic  Theatre,  a  jewel-like  setting  of  theatrical  perfection. 
Both  theatres  are  offered  at  rentals  scaled  to  meet  the  budgets 
of  either  small  or  large  organizations. 

Address  Inquiries  to  the  Office  of  the  President 
MR.  JAMES  C.  THOMPSON 


^  0   i  0  R  T  U   HJ  C  k  E  K    »  H  111 


THE     CIVIC     OPERA     BUILDING 


AT     CHICAGO'S     BUSINESS     CENTER 


■^  Major  radio  broadcasts  on  nationwide  hookups  emanating  from  (Chicago  have  been  presented 
uith  increasing  frequency  from  the  stages  of  the  Chicago  Opera  House  and  the  Civic  Theatre.  Here 
applauding  thousands  attend  these  invitational  performances.  Skiilfullv  staged  sales  and  dealer 
meetings  featuring  playlets  and  motion  pictures  are  features  for  whicb  these  superb  theatres  are 
ifleally  equipped.  Food  and  sports  shows  combining  booth  exhibil>  with  stage  shows  arc  held  in 
ihc  lobby  and  auditorium  of  the  Opera  House.  Pageants,  concerts,  musical  comedies  and  the  Opera 
are  seasonal  features  which  distinguish  the  stages  of  lioth  theatres.  Here  is  a  typical  listing  of  or- 
ganizations which  brought   their  patrons,  customers,  or  dealers  to  the  world's  finest  theatres: 


Illinois  Belt  Telephone  Co 
Herald  &  American  Spnrl* 

Shour 
/.ionist  Organizaiii>n 
ConstituUon  Day  Pagfant 
Sleicart   ff'arner   Corporatii 
Magic  Key  of  R.C.t.  Br»«. 

cast 
littneral  Electric   (intipiiny 

Broadcast 


I'aul    tfhiteman  BroadruM 
Ruth   Lodse  for  Crifi.l-I 

(  hildren 
(  antinenml   lltinais    Hank 

Club 
Parker  High  School 
t  niversity  of  Chica^it 
Hellenic   Orthodox  f  h.irrh 
I. ink  Belt   Company 
U,.rrM   B.  Sarft* 


Horace   Heidi     itemite  Shotr 

Strift   iind   Company 

\„l„.n.,l    Ten    r»m;..int 

hni-hl^    of   I  olamhus 

(  hicaiio    Teachers'    Federation 

(  hica^o    Medical   Society 

Hal  Kemp  Broadcast 

ford    Motor   Company    Bro.,d- 


Triantite   Ctuh 


crrA-     Jkeutze   rat  C  vetij  J-ifpe 


'i 


Armour  &  Company  Broad 

rati 
Wn./c   &    U  i-;   Club 1,   of 

Penn 

I  niiersily    of  Illinois 
B'nai  Brith 

Society  of  St.  Cermaine 
Standard  Oil  Company 
Pnbst  Blue  Ribbon 

II  «,n</..r   Bread  BroadcaU 


'iidcence 


THE  CIVIC  THEATRE 

870  Ufitinlstered,  ^i>rin<:cu.shioned 
•-eats  in  a  luxuriously  de^^ipned  aud- 
itorium whirh  feature^  complete 
>tage  equipment,  motion  picture  pro- 
jection booth,  richly-appointed  lob- 
bies and  lounges.  Ideally  suited  for 
-;mall  audience  presentations,  dealer 
and  sales  meetings. 


THE  STUDIO  THEATRES 

Forty-two  stories  ab<)\e  tlie  rhira^iu 
Loop  are  two  acoustically  perfect 
studio  theatres  suitable  for  broad- 
casting, recording,  film  previews, 
dealer  and  sales  group  meetings, 
etc.  Economical  rental  schedules  on 
request    to    interested   groups. 


THE  LIGHTING  INSTITUTE 

\  t;ern  of  modern  theatrical  design 
is  the  l^OO-st'al  auditorium  oi"  thr 
widely-known  Chicago  Lighting  In- 
stitute situated  on  the  36th  Moor  of 
the  f!ivic  Opera  Building.  Nearby 
restaurants  and  club  lounges  offer 
additional    guest    conveniences. 


the  People  Know. 


ROM  ignorance  stems  much  of  the  readiness  of  many 
folks  to  believe  the  worst  about  their  public  utilities.  When 
we  switch  on  our  lights  to  read,  or  start  the  vacuum 
cleaners  to  humming,  few  of  us  appreciate  the  huge  or- 
ganization of  men  and  materials  which  makes  these  daily 
acts  of  habit  possible. 

Pittsburghers,  however,  are  better-informed  than  most  of 
us  because  of  the  Duquesne  Light  Company's  motion  picture 
production.  "Sun  To  Sun",  produced  by  Jam  Handy., 
dramatizes  the  variety  of  processes  and  skills  necessary  to 
wrench  "black  sunlight"  from  the  jealous  bowels  of  the 
earth      and     transform     it      into     low      priced     power  — 

AND   NOW   THE  PEOPLE   KNOW 


thcit 
betted  yUue/Ufuiyn/Uup 


-Th.  JAM  HANDY 


zuj 


Sales  Meeting-.   •   Slidefilms   •   Talking  Pictures   •  Convention  Playlets 


)9  ■W'»*:*iOi  Stieel 

y.'Wi  livnJt  e  S290 


7046  Hollywood  Boulevard 
HEmostead  5809 


35  East  Wacker  Driv* 
STAla  inaR 


2900  East  Giand  Boulevard 


702-3  Mutual  Home  Bulldlnq 


I 


M  M   E   R 


EDUCATIONAL       FILM 


kK« 


IN      THIS     ISSUE:     THE     AUDIENCE     IS     WAITINGS- 
VISUALIZE     YOUR     MARKETS;     FILMS     FOR     HOUSING 


To  All  Executives  Who  Appreciate 

GOOD  SELLING 


iPia®(o)iF 

It  you  wani  piool  Ihal  Caravel 
Plans  gel  results,  check  with 


American  Can  Company 

American  Machine  and  Metals,  Inc. 

The  Bates  Manufacturing  Company 

Wallace  Barnes  Company 

Bethlehem  Steel  Company 

Black  &  Decker  Manufacturing  Company 

Cadillac  Motor  Car  Division 

of  General  Motors  Corp. 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluett,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Dictaphone  Corporation 

Godfrey  L.  Cabot,  Inc. 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Raybestos-Manhatlan,  Inc. 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

The  Texas  Company 

U.  S.  Industrial  Alcohol  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


WE  invile  you  lo  see  a  Caravel  picture  and 
investigate  results. 

Why?  Because  Caravel  pictures  are  designed 
for  only  one  purpose — to  increase  sales.  And  that's 
exactly  what  they  do. 

For  example:  Six  thousand  new  and  desirable 
dealers.  An  order  stepped  up  from  250  to  350 
units  (an  increase  of  approximately  $20,000).  Pur- 
chases by  one  of  America's  largest  stores  built 
up  from  ten  to  fifty  thousand  dollars. 

True,  your  business  is  "different." 

But — selling  is  selling,  whether  it's  blankets  or 
biscuits,  collars  or  corsets,  paint  or  pipe,  dyes 
or  Dictaphones! 

Among  the  pictures  we  have  made — to  meet 
repeatedly  a  wide  variety  of  selling  problems — 
there's  a  picture  that  will  suggest  for  your  com- 
pany a  highly  profitable  motion  picture  program. 

You  owe  it  to  yourself  to  see  that  picture, 
either  in  our  local  projection  rooms  or  at  your 
own  headquarters. 


CARAVEL    FILMS 

INCORPORATED 
New  York  •  730  Fifth  Avenue  •  Tel.  Circle  7-6112 


Filmosound  Projectors  Are  the 


Filmosound  "COMMERCIAL"  is  a  compact,  single- 
case  projector  offerine  the  utmost  in  convenience  and 
simplicity  of  operation  for  the  busy  salesman.  It  pro- 
vides uninterrupted,  three-quarter-hour  showings  of 
theater  quality  m  salesroom,  showroom,  hotel  room, 
or  moderate-sized  auditorium. 


Filmosound  "MASTER"  is  a  mure  powerful  projeccor 
for  serving  larger  audiences.  It  shows  both  sound  and 
silent  films.  Has  provision  for  using  both  a  public- 
address  microphone  and  phonograph  turntable.  Has 
powerful  amplifier  and  7  50-watt  lamp  with  condenser 
for  52%  brighter  pictures. 


FILMOARC— the  most  pow- 
erful of  16  mm.  projectors — 
employs  (he  automatic,  elec- 
tric-arc type  ot  illumination 
used  by  movie  theaters.  It 
pniv  ides  such  screen  brtl- 
lianLt  and  ample  sound  vol- 
ume- that  it  can  be  used  in 
largest  auditoriums. 


'hen  the  great 
majority  of  leading 
business  film  users  selects 
one  particular  make  of  sound  mo- 
tion picture  projectors,  it  can't  be 
an  accident.  The  chosen  projectors 
must  have  definite  extra  values! 

Here  is  whatBeli  &  Howell 
Filmosounds  have  .  .  .  that  makes 
them  by  far  the  first  choice  of  in- 
dustrial film  users: 

PRBCISION 

Made  by  the  makers  of  Holly- 
wood's professional  equipment, 
Filmosounds  /jave  the  precision  re- 
quired to  provide  unsurpassed 
theater-like  presentations. 

DBPENDABILITY 

Filmosounds  are  easy  for  your  rep- 
resentatives to  operate. 
They  assure  masterful  pres-       r~~" 
entations,  uninterrupted  by 
embarrassing  mechanical 
breakdowns. 

STAMINA 

Most  World's  Fair  exhibi- 
tors using  talking  pictures 


sho^^ed  them  with  Filmosounds, 
Why.''  Because  Filmosounds  can  be 
relied  upon  to  perform  brilliantly 
12  hours  a  day,  seven  days  a  week, 
for  month  after  month  of  constant 
use!  They're  built  that  way! 

Now,  whether  your  need  is  for 
compact  machines  for  your  sales- 
men to  carry  or  for  16  mm.  pro- 
jectors adequate  for  the  largest 
auditorium,  there  is  an  ideally 
suited  Bell  &  Howell  model.  Let  us 
give  you  complete  details.  Mail  cou- 
pon. Bell  &.  Howell  Company,  Chi- 
cago; New  York;  Hollywood; 
London.  Established  1907. 

• 
Investigate   Business  Movies   Today 

Mail  coupon  for  SHOU'MANSHIP,  a  concise 
interesting  booklet  giving  facts 
ever>'  executive  ought   to  know 
about  business  films. 


PRICISION-MADI      BY 


BS  No.  2— 4tt 
BELL  &  HOWELL  COMPANY 
1808  Larchmont  Ave.,  Chicago,  III 

(     )  Send  free  36-page  booklet 
Showmanship. 

(     )  Include  details  on  Filmosound  Projec- 
tors for  business  use. 


Name.  .  . 
Ai/t^ress . 


BELL    &    HOWELL 


UNRIVALED 
PERFORMAI^CE 

NO  wonder  cameramen  place  full  confi- 
dence in  Eastman's  three  negative  films. 
They  know  that  each  offers  specialized 
ability  to  meet  modern  production  de- 
mands. Even  more  important,  they  know 
that  every  foot  will  have  the  same  high 
quality,  the  same  unvarying  dependa- 
bility. Eastman  Kodak  Co.,  Rochester,  N.Y. 
(J.  E.  Brulatour,  Inc.,  Distributors,  Fort 
Lee,  Chicago,  Hollywood.) 


PLCS-X  SUPER-: 

for  general  studio  use  for  all  difficult  shots 

BACKGROUIVD-X 

for  backf/roumls  and  general  exterior  Mtorh 

EASTMAX  NEGATIVE  FILMS 

[4]  Business  Screen 


^  ku  "CATHEDRAL  OF  MODERN  BDSINESS" 


■.-siA. 


Frank  Lloyd  Wright  Specified 

ELECTROL    SCREEN 


In  the  250  seat  theater  of  the  new,  modern  plant  of  S.  C.  Johnson  & 
Sons,  Inc.,  makers  of  Johnson's  Wax,  Racine,  Wisconsin,  the  electrically 
operated     Da-Lite     Electrol     Screen     provides     maximum     convenience. 


ELECTJ^OL 


The  selection  of  a  Da-Lite  Screen  by  Frank  Lloyd  Wright  for  this 
most  modern  plant  is  further  tribute  to  the  efficiency  and  superior 
quality  of  Da-Lite  equipment. 

The  Electrol  Screen  is  operated  entirely  by  electrical  control.  A 
motor  and  gear  drive  unrolls  and  rerolls  the  fabric,  stopping  it  auto- 
matically when  completely  lowered  or  completely  rewound.  Because 
speed  is  constant  there  is  never  any  strain  on  the  fabric.  The  Electrol 
can  be  hung  from  wall  or  ceiling  or  can  be  installed  in  recesses.  It 
is  ideal  for  large  class-rooms  and  auditoriums. 
It  is  available  with  white  or  Da-Lite  Glass- 
Beaded  surface  in  14  standard  sizes  up  to 
and  including  20'  x  20 .  The  48  page  Da  Lite 
catalog  fully  describes  the  Electrol  and  other 
Da-Lite  Screens,  used  in  industry,  schools  and 


homes.  You  will  find  it  a  valuable  ref- 
erence book  for  the  selection  of  screens 
for  any  requirement.  Send  for  your 
free  copy  now. 

For  convenience,   perfect  projection  and  de- 
pendable   service.    Da-Lite    Screens    are   first 
choice     of     leading     users,     producers     and 
distributors  of  business  films. 


THE   DA-LITE   SCREEN   COMPANY.   INC. 


27Z  3         N  D  RTH         C  R A W F  D  R  D         AVE  NUE 


CHICAGO,      ILLINOIS 


Number  Four 


1940 


[5] 


i^mtiU]  iVs. 


NEWS    AND    COMMENT    OF    THE    INDUSTRY 


,  To  THE  Bakers  field  {Cal.)  Re- 
publican goes  Camera  Eye's  award 
for  this  folksy  tale  from  the  lighter 
side  of  the  business: 

♦  "Mixed  Drinks"  might  be  the 
title  of  an  odd  experience  of  Shan- 
non Baker,  of  Lane- Wells,  one 
evening  recently.  With  a  movie 
machine  and  picture  film  of  the 
company's  Eleclrolog  he  set  out  to 
exhibit  it  before  the  Kern  County 
Mineral  Society's  monthly  meeting. 
Arriving  with  his  outfit  he  set  it 
up  and  ran  the  picture.  After  the 
applause  he  was  asked  by  the 
chairman  of  the  meeting  how  he 
had  chanced  to  come. 

Investigation  brought  out  that 
he  was  in  the  wrong  building  and 
the  wrong  meeting:  and  that  60 
members  of  the  Mineral  Society 
were  waiting  for  him  at  the  Coca- 
Cola  Bottling  Company's  building 
on  Nineteenth  street.  He  had  gone 
to  the  Seven-Up  Company's  build- 
ing on  Eighteenth  street  by  mis- 
take. 

Films  for  Studio  Audiences 

♦  More  than  a  year  ago  we  took 
note  of  the  remarkable  success 
attendant  upon  the  combined  pres- 
entation of  radio  audience  shows 
and  the  sponsor's  films.  Several 
times  weekly  now.  the  nationally 
broadcast  Lucky  Strike  show  is 
preceded  by  a  showing  of  The 
Story  of  Lucky  Strike  to  the  as- 
sembled studio  audiences.  \^lien 
it  is  considered  that  additional 
entertainment  is  generally  offered 
such  audiences  to  overcome  the 
briefness  of  the  broadcast  period, 
the  benefits  of  these  sales  educa- 
tional  reels  is  easy  to  appreciate. 

Lights,  Camera,  Action! 

♦  Les  Sholty.  the  Maxon  agency 
exec  who  supervised  production  of 
Hotpoint's  swellelegant  new  fea- 
ture Blame  It  On,  Love,  reports  that 
tilings  were  moving  rather  bri.skly 
at  the  Hal  Roach  lot  while  they 
were  out  there  shooting  last  year 
One  of  those  prehistoric  animal 
epics  was  being  put  together  cm  a 


nearby  stage  and  things  got  a 
little  lioisterous  at  times.  Finally, 
in  the  middle  of  one  of  those  days, 
a  real  clatter  and  banging  broke 
out  together  with  a  complete 
blackout  of  all   the  lights. 

The  boys  were  pretty  sore  about 
it  too  'cause  enough  is  enough. 
Nuts  to  them  dinosaurs  and  words 
lo  that  effect.  Things  cooled  down 
quite  a  bit  though  when  they 
learned  they'd  been  in  an  honest- 
to-God  earthquake. 

A  I  isual  Case  History 

♦  The  march  of  the  motion  picture 
into  the  class  rooms  and  club 
rooms  of  the  State  of  Texas  has 
tripled   in    the  past   decade,   figures 


and  religious  groups.  Subjects  vary 
in  scope  from  Mickey's  Good  Deed. 
a  two-reel  Our  Gang  comedy,  to 
Principles  of  Electro-magnetism,  a 
one-reel  film  on  electro-magnetic 
phenomena. 

Attributing  the  steady  but  rapid 
increase  in  the  use  of  visual  in- 
struction to  the  increase  of  rural 
electric  power  and  the  growth  of 
interest  in  motion  pictures  as  an 
easy  but  impressive  way  of  teach- 
ing, Mrs.  Moore  sees  a  need  for 
continued   expansion   of   the   work. 

Types  of  visual  instruction  in- 
clude, in  addition  to  silent  and 
sound  film,  lantern  slides,  mounted 
flat  pictures,  sterographs.  music 
recorcls  and  slides.     The  bureau  is 


Business    Screen 

THE    MAGAZINE    OF    COMMERCIAL    AND    EDUCATIONAL    FILMS 

Cover:  In  Production  for  the  Hotpoint  feature 
"Blame  It  On  Love"  supervision  Maxon.  Inc. 

Wanted:  A  Map  of  Darkest  Africa 9 

Visualize   Your   Markets 11 

The  Audience  Is  Waiting 12 

Hotpoint  Dealers  Present  Blame  It  On  Love 14 

The  Agency  &  Motion  Pictures 16 

PREVUE  SECTION 

Film  Steals  Spotlight  at  Sales  Seminar 17 

Steel    Extends   Distribution IS 

Previews  of  the  New  Films 19 

Films  Sell  Housing  to  the  Public 21 

Technical   Section  26 

Entertainment   Films  Department _ .32 

VOLUME    TWO         •  1940  •         NUMBER     FOUR 

•  Business  Screen  Magazine,  issued  by  Business  Screen  Magazines,  Inc..  20 
N.  Wacltcr  Drive,  Chicago,  on  March  10.  1940.  Editor.  O.  H.  Coelln.  Jr.  : 
Associates.  R.  C.  Danielson  :  Robert  Seymour.  Jr.  New  York  offices:  Chanin 
Building,  Phone  Murray  Hill  4-10-34.  Jack  Bain.  Eastern  Advertising  Mgr. 
.Acceptance  Htidcr  the  .Act  of  Jtaic  5.  1934.  authorized  February  20,  1939. 
Issued  8  times  annually — plus  4  special  numbers.  Subscription :  ?2.00  for  8 
numbers.  Foreign :  $3.00.  50c  the  copy.  Publishers  are  not  responsible  for 
the  return  of  unsolicited  m.s.  unless  accompanied  by  stamped,  self-addressed 
return  envelope.  Entire  contents  Copyright,  1940,"  by  Business  Screen 
Magazines.   Inc.     Trademark   Reg.   U.   S.   Patent  Office. 


released  this  month  by  Mrs. 
Charles  Joe  Moore,  director  of  the 
visual  instruction  bureau  at  the 
University  of  Texas,  reveal. 

Reports  from  3.404  users  of  bu- 
reau films  show  that  1,027,542 
people  saw  10,906  presentations 
during  the  last  four  months  of 
1939  alone,  Mrs,  Moore  said. 

An  average  of  more  than  thirty 
shipments  are  made  from  the  bu- 
reau    daily     to    educational,    civic 


a  branch  of  the  University's  exten- 
sion division. 

Progress  of  the  Industry: 

♦  Observers  of  current  style  trends 
will  be  glad  to  learn  that  the  Fay- 
Miss  Brassiere  Company  of  New 
York  is  helping  things  along  with 
a  new  document  entitled  Beauty  in 
Bali.  Jack,  the  printer's  son.  notes 
that  this  shows  an  uplifting  trend 
in   the  industry. 


Keeping  the  Records:  1 

♦  An  impressive  total  of  fine  pic- 
tures has  been  released  in  the  early 
part  of  this  year.  There  will  be 
no  challenging  the  value  and  re- 
sults certain  to  come  to  the  spon- 
sors of  Refreshment  Through  the 
Years  (Coca-Cola);  These  Thirty 
}  ears  (Armstrong  Cork):  Blame 
It  on  Love  (Hotpoint)  ;  and  almost 
twenty  other  major  productions  al- 
ready on  the  credit  side  of  the 
industry's  ledger  for  1940.  There 
is  a  note  of  guidance  for  the  user 
considering  this  medium  in  the 
fact  that  every  one  of  the  above  was 
turned  out  by  an  experienced  and 
competent  productional  organiza- 
tion.    Trade   papers:   please  copy. 

n  ords  and  Comment: 

♦  We're  due  to  break  the  silence 
again  on  April  8lh  at  Peoria  where 
assembled  members  of  the  Peoria 
Advertising  and  Selling  Club  will 
hear  about  the  business  of  business 
films  from  us.  This  is  the  first  of 
a  new  series  of  ad  club  talks  and 
will  probably  merit  the  little  com- 
ment printers  put  on  memo  pads: 
''don't  say  it,  tcrite  it!" 

Let  the  .Audience  Judge 

♦  There's  only  one  short  and  sweet 
comment  necessary  in  the  often 
debated  question  about  theatre 
audiences  and  screen  advertising. 
There  isn't  a  theatre  in  America  that 
hasn't  been  shoiving  self -advertis- 
ing reels  since  it  opened  its  doors 
and  upwards  of  fifty  percent  have 
aluays  sliown  outside  commercial 
advertising  reels  to  their  audiences. 

Personalities  in  the  ISews: 

♦  T.  c.  ROBiiNSO,\  and  a  group  of 
associates  have  announced  the  or- 
ganization in  Chicago  of  a  creative 
and  merchandising  service  for  film 
sponsors.  ED.  LAMM  is  the  new 
general  sales  manager  of  Pathe- 
scope  (New  York  City).  We're 
happy  to  see  H.  c.  christensen  of 
\^'est  Coast  Sound  Studios  (New 
^  ork  City)  back  in  action  again. 
WILLIAM  c.  REAVis  of  the  Lfniversity 
of  Chicago  is  chairman  of  the 
Second  Midwestern  Forum  on 
Visual  Teaching  Aids  to  be  held 
at  the  Hotel  Morrison  in  Chicago 
on  ,\pril  fifth  and  sixth. 


[6] 


Business   Screen    ; 


i 


■*■    American  Hawaiian  Sirainship  f ;*»iiipany 
**DLTV   TO  CARGO"  (In  Cosmocolor) 

■*■    Deere  X  ('unipany 

*'JOEL  GEMR\    IN    HOI.IA  W  OOD" 

*  Dod^e  I)i\isiun.  Ghr>  s-ler  Gorporaluin 
"LAND  OF  THE  FREE" 

*  Edison  General  Eleelric  Appliance  Go.  Inc. 
(f^ooperalion  of  Maxon,  Inc.) 

"BLAME  IT  ON  LOVE" 


*  In.stiliilc  of  Life  Iii>.tiraiicc 
(Gooperalion  of  J.  Vk  allcr   Thonipson  Company) 
"AiMERICAN  PORIRAH' 

*  Inlcriiatioiial  llarve-iler  Gonipany 
^•TIIE  \%ILSONS  GO  TO  TOWN" 

*  Oldsniohilc  Division,  General  .Molors  Sales 
('orporalion 

••big<;er  and  beiter" 

*  Nash  Di>ibion,  Nash-KeKinalor  florporalion 
•ARE  VOL    GAME.'" 

*  Standard  Oil  <'.onipan\  (Indiana) 
'^•ENNV  TURNS  PRO" 


*  The  Good>ear  Tire  \  Rubber  Goinpan>.  Inc. 
*  THE  SCARECROW  TAKES  IP  MAGIC" 

*  11.  J.  Heinz  C"onipaii> 

"VESTERDAV,  TODAV  AND    lOMOKKOW  • 

*  Hudson  Motor  f'ar  Company 
*'F1VE  GRAND  AND  A  GIRL" 


*    John  P.  Squire  Co. 

"THREE  MAGIC  WORDS" 

♦Partial  lislinj;  only. 

The  produclioii  uikI  di>>[ribiiti(>n 
plans  for  each  of  the  above  sub- 
jects have  been  Hesif;ne<I  lo  meet  a 
particular  merchandising  situation. 


Wildinff   Picture  Productions,  Inc. 


Catering  to  a  select  clientele  ' 
who    demand     distinctive! 
and     outstanding     Sound 
iMotion  Picture  Productions 
for  Commercial  Application. 


CHICAGO 


Number  Four 


1940 


[7] 


8  M  M  MODEL  "A-S" 
HOME  MOVIE  PROJECTOR 


500    Walt    Illumination.    Be-     jriO 
verse      400  Ft.  Reel  Copacity        ^70 


3 


16  M  M  SILENT  MODEL  "KD" 

750  Watt  Illumination.    F1.6 
Lens  — Reverse  and  Stills  .      . 


~1 

KD"     I 

nasi 


16  MM  SILENT  MODEL  "UC 
750  Watt  Illumination.    "Convertibl 
into  Sound   Models  UA  and 
UA      ■ 


— 1 

UC"     I 

srlible    I 

175j 


16  M  M  SILENT  MODEL  "YC" 
750-1000  Walt  Illumination. "Conver- 
tible into  Sound  ModelYSA."  siriC 
1600  Ft.  Reel  Capacity     .     .      li^O^ 


6  MM  SOUND-ON-FILM 
MODEL  "XA 
750-1000  Watt  Illumination    Mi 
Phono.  Mixing  with  Sound.  '; 
Sound  Speed  Only.     ... 


LM  I 

Mic.  or    I 

275j 


16  MM  SOUND-ON-FILM 

MODEL  "YSA" 

Silent-Sound  Speeds  — Mix-  5QO/'^ 

ing,    Reverse,    Still   Pictures      O^iU 

Moilel  "VA".  withoiit  Reverse-Stills  $295^ 

1^ 


3 


16  M  M  SOUND-ON-FILM 
MODEL  "UA 
750   Watt    Illumination.    Mic 
Phono.  Mixing  with  Sound 
Still   Pictures  and   Reverse 


LM  I 

c.   and    I 

345J 


16  M  M  SOUND-ON-FILM 
MODEL  "UAB" 
Same    as    Model    "UA"  but 
in  Sound-Proofed  Bhmp  Case 


—A 

LM  I 

iclosed    I 

365j 


*I  AMPROARC  I 

FILM   MODEL  "AA"   I 

4210  J 


16  MM  AMPROARC 
SOUND-ON-FILM   MODEL  "AA' 


TRI-PURPOSE  PUBLIC 
ADDRESS  SYSTEM,  MODEL  PA 

Provides  Vol    lor  Audiences   .-,  ^  r^ 
up  to  10,000.  Omplilier  only  .  .    140 


1f^ 

L-I    I  W 


DUAL  OPERATION  OF  "YSA" 
With  TRI-PURPOSE  AMPLIFIER 

Mounted  on  Ampro  Piojecto: 
Stands 


] 


A  POPULAR  COMBINATION 
Low  Priced  Classroom   Model 
Tn-Puipose  Amphter  and 
Projector  Stand 


-A 

ON       I 

3 


Bs-440 

-rw°  .^"wrsrrr.,  chica.,  uiinois  ^  ^ 


A  PneclU04^  PROJECTOR  FOR  EVERY  PURPOSE 


New  models  and  important  basic  improve- 
ments feature  the  newf  Ampro  line  of 
precision  projectors.  In  Model  A-8  Ampro 
brings  for  the  first  time  full  16  mm.  quality 
into  the  popular  priced  8  mm.  field.  Two 
convertible  models  now  enable  the  far- 
sighted  purchaser  to  obtain  silent  projectors 
with  full  provision  for  later  conversion  into 
modern  sound  projectors.  Additional  mixing 
facilities  with  microphone  or  phonograph  are 
now  available  on  the  increasingly  popular 
Models  XA  and  YSA.  In  Models  UA  and 
UAB   there  is   oifered  complete  flexibility — 


mixing  of  sound  film,  microphone  and  phono- 
graph— with  adequate  range  of  volume  for 
either  classrooms  or  auditoriums.  The  new 
Ampro  Tri-Purpose  Public  Address  System 
alone  or  in  conjunction  writh  Ampro  projec- 
tors meets  a  great  variety  of  needs.  In 
addition  to  the  many  outstanding  Ampro 
features — Ampro  units  incorporate  a  splendid 
precision  quality  that  has  won  for  them 
recognition  the  world  over  as  outstanding 
values  in  the  field  of  motion  picture  projec- 
tion. Send  the  coupon  for  complete  catalog 
giving  detailed  description  of  the  entire 
Ampro  line. 


AMPRO  CORPORATION,  2839  North  Western  Avenue,  Chicaso,  Illinois 


,^/e  .y/ioi^oi'  J  -Ja/cd  c^tifdc  c^ie^  in  Ine 


eco(/M(((0)i 


y 


/( 


0)1  0/  r_yy' 


oJ  ,yiwji 


j'f/fSSwna 


I  rj/tan(/a)'€n 


af~s;|HOSF.  HARDV  SOULS  who  dared  the  steam- 
s^^  iiig  jungles  and  fever-ridden  swamps  of 
the  Dark  Continent  a  century  past  have  nothing 
on  tlie  well-meaning  business  man  who  sets 
out  to  explore  the  trails  to  resultful  use  of  this 
commercial  film  medium. 

Here  is  a  medium  that  offers  the  most  convinc- 
ing power  of  any  form  of  idea  communication 
known  to  man.  Within  a  few  decades  of  its 
first  practical  application,  the  film  has  risen 
to  a  position  of  cultural  and  commercial  dom- 
ination throughout  America  and  all  the  world. 
Three-quarters  of  our  population  pay  in  admis- 
sion tribute  at  its  box  offices  each  week  a  sum 
larger  than  the  national  wealth  of  many  a 
foreign  land. 

Toward  such  a  medium,  whose  art  is  now  reach- 
ing zenith  in  films  like  Gone  With  the  Wind  and 
Grapes  of  Wrath,  an  increasing  number  of  the 
leaders  of  American  business  are  turning.  Their 
advertising  agencies,  overcoming  their  awe  of 
technical  complexities,  have  entered  upon  a  new 
era  of  recognition  and  research. 

The  goal   is  worthy  of  their  effort.     We  are  the 


most  group-minded  nation  in  the  world:  thus 
offer  tremendous  natural  facilities  for  the  dis- 
tribution of  screen  messages.  The  sponsor's 
need  for  definition  of  his  products  and  policies 
is  no  less  intense  than  the  publics  thirst  for 
education.  In  the  currently  widespread  con- 
sumer movement  lies  the  greatest  opportunity 
for  the  realism  and  completeness  of  the  motion 
picture  to  serve  for  betterment  of  business  and 
the  public  and   thus,  of  The  American   Way. 

But  inevitable  tragedy  awaits  those  who  under- 
estimate the  hazards  of  the  adventure.  Execu- 
tives who  are  loudest  in  their  demands  for 
professional  standards  in  their  own  fields  will 
try  to  select  a  ])icture  producer  from  among  the 
pants-pressers  and  shoe  clerks  who  pad  out  the 
listings  in  our  metropolitan  telephone  books. 
The  bones  of  others  will  deservedly  bleach  be- 
side the  trail  after  they  have  wasted  company 
funds  on  "price-conscious"  and  amateurish 
productions  of  under-capitalized  and  inexperi- 
enced operators  and  experimenters. 

The  challenge  is  inescapable.  The  Commercial 
Screen  cannot  achieve  its  rightful   place  in  the 


national  interest  of  a  quality-conscious  public 
without  recognition  of  minimum  standards  of 
production  on  the  part  of  the  buying  sponsor, 
the  advertising  agency,  and  the  industry  itself. 

The  .situation  is  crying  for  a  Code  of  Standards 
that  will  bar  forever  the  chiselers  and  amateurs 
who  so  tragically  muddy  the  waters  for  the 
inexperienced  buyer.  The  unavoidable  deadly 
parallel  of  the  Commercial  Film  industry  is 
that,  as  in  Hollywood,  there  are  comparatively 
few  production  organizations  with  creative  and 
technical  facilities  capable  of  satisfying  national 
audiences  and  adequately  capitalized  to  own 
and  operate  the  minimum  equipment  needed  to 
do   this  according  to  theatrical  standards. 

The  true  cost  of  a  motion  picture  in  1940  will 
he  measured  by  the  number  of  persons  before 
whom  it  is  presented.  Original  production  has 
only  this  objective:  to  be  worthy  of  the  audi- 
ences whose  attention  it  must  command  in 
numbers  a  million-fold  and.  finally,  lo  be 
equally  worthy  of  the  sponsor's  product  which 
its  glorious  dimensions  of  sound  and  image  can 
powerfully  and  pleasingly  interpret. — 0.  H.  C. 


Number  Four 


1910 


[9J 


,Au»^!r.a:pvcVeA\ 


.i 


StWO^i 


aA\eO' 


^?tov 


»l 


[101 


Business  Screen 


M 


"//  Business  Screen  has  itnij  single  edifuritd  uim  thai 
stands  foremost  it  is  our  everlasting  desire  to  see  the  true 
greatness  of  the  film  medium  realized  by  American  hvsi- 


VOLUME 


TWO 


iivss.  There  can  be  no  monopoly  on  a  medium  which  can  so 
powerfully  interpret  the  life  around  us  at  a  time  when 
such  explanations  are  vital  to  the  future  of  our  democracy." 

—O.  H.  C. 


NUMBER 


FOUR 


Waili^ILlI^Il  ^(DiPm  M^SilKIl^! 


•  After  satisfying  himself  that  he  has 
achieved  tlie  finest  possible  definition  of  his 
products  or  ideas  in  the  production  of  a  film, 
the  sponsor  will  logically  ask,  "where  is  it  going 
lo  he  shown?  " 

In  an  earlier  phase  of  the  medium,  the 
novelty  and  sweeping  appeal  of  the  first  sound 
pictures  and  the  subsequent  first  years  of  de- 
velopment made  the  definition  of  audiences  a 
secondary  consideration.  Those  who  produced 
to  "visualize"  their  customers,  reached  a  lot  of 
other  folks  too. 

Today,  with  national  distribution  of  films 
possible  on  a  scale  undreamed  of  a  decade  ago. 
the  sponsor  is  faced  with  thi-  necessity  of  select- 
ing film  audiences  and  the  knowledge  of  who 
the  film  is  going  to  reach  and  their  relative 
imfiortance  in  relation  to  the  film's  purpose  are 
luiH  as  important  as  the  film  production  itself. 
Where  Are  the  Bivers.' 

♦  The  sponsor  is  thus  faced  with  the  more  im- 
portant side  of  "visualizing"'  his  market.  If  he 
is  like  the  majority  of  national  producers  of 
goods  and  services,  two  recent  surveys  of  im- 
portance will  guiile  his  thinking  in  consideration 
of  factors  affecting  film  distribution. 

The  first  of  these  is  the  newly  issued  govern- 
ment report  which  shows  that  two-thirds  of  all 
American  families  lived  on  an  average  of  only 
Su26  a  year  in  1935  and  1936.  This  survey  also 
discloses  that  the  highest  five  per  cent  in  the 
income  bracket  had  27  per  cent  of  the  national 
income  and  that  the  highest  one  per  cent  had 
l-l  per  cent  of  the  income. 

Those  who  live  between  these  highs  and  low- 
in  our   economic   family,   about    thirty   jier  c.-nt 


of  the  national  population,  liad  incomes  ranging 
from  $1,500  a  year  to  84.000  a  year.  Fewer 
than  four  per  cent  of  the  families  in  the  country 
had  incomes  of  84.000  a  year  or  more.  Natur- 
ally, spending  ratios  were  of  corresj)onding 
size.      It    is    these  groups   the   advertiser  \alues. 

Markets  Have  Dimensions 
♦  A  second  key  report  is  that  issued  by  Liberty 
Magazine.  In  its  Three-Dimensional  Market 
Manual,  Liberty  offers  the  conclusive  evidence 
that  markets  must  be  measured  by  including  a 
new  basic  element — the  cost  of  selling — to  the 
factors  of  population  and  spending  power.  In 
other  words,  scattered  markets  within  a  single 
county  make  that  county  far  less  desirable  than 
one  compact  market  grouping  the  largest  amount 
of  spending  power  around  the  smallest  number 
of  sales  outlets. 

Accordingly,  Liberty  finds  that  only  927  of 
the  country's  3.070  counties  offer  profit  oppor- 
tunities, while  2.143  counties  are  characterized 
as  the  "Business  Desert."  "Only  when  people, 
spending  and  selling  cost  are  considered  in  re- 
lation to  each  other  is  a  market  measurable  in 
terms  of  profitable  sales  operation,"  the  Liberty 


survey  concludes  in  stating  its  standard  of 
measurement  of  the  nation's  markets. 

What  About  Film  Distribution? 

♦  How  closely  this  ties  in  to  make  films  an 
economical  medium  is  easy  to  see.  The  one 
handicap  faced  by  the  picture  medium  is  that 
of  getting  the  projector  and  print  to  the  audience. 
The  more  these  audiences  are  grouped,  the 
easier  it  is  to  select  the  buying  audiences  from 
these  groups,  the  more  valuable  the  medium 
becomes  and  the  less  costly  the  price  which 
must  lie  paid  per  person  to  obtain  the  showing 
before  the  right   kind   of  audiences. 

The  clinching  factor  in  this  is  the  receptive- 
ness  of  important  influence  groups  toward  films. 
Well-produced  film  material  finds  a  waiting 
place  on  the  program  of  most  clubs  and  lodges. 
(Correspondingly  these  organizations  also  fit 
the   pattern   of  buying  power  required. 

\\  HAT  Is  the  Cost  Per  Showing? 

♦  It  is  not  the  physical  cost  of  projection  and 
service  with  which  the  sponsor  will  concern 
himself.  Advertisers  have  long  ago  learned  to 
disregard  the  physical  price  of  the  medium 
unit  purchased,  whether  it  is  an  advertising 
page  in  the  Saturday  Evening  Post  or  a  national 
broadcasting  period.  The  price  that  matters  is 
the  cost  per  person  effectively  reached. 

Here  is  where  films  deliver  the  conclusive 
evidence.  For  periods  ranging  from  one-half 
lo  two  hours  in  length,  showings  have  cost  as 
little  as  three  cents  per  person. 

Publication  of  these  facts  in  ensuing  issues  of 
Business  Screen  will  help  to  bring  to  the  spon- 
sor's mind  the  potentialities  and  the  profit  in 
the     suggestion   —   /  isualize     }  our     Markets. 


Number  Four 


1940 


£11] 


."  ^ 


W         rrf' 


^  > 


.►w-/'^ 


•  It  may  be  that  Advertising  will  hear,  in  the 
Consumer  Movement,  the  voice  of  its  own 
conscience. 

In  its  emphasis  on  the  primary  importance  of 
Salesmanship,  Advertising  may  persuade  its 
audience  away  from  the  traditional  initiative  of 
Buymanship:  by  its  own  convincing  power  and 
the  sheer  weight  of  numbers  it  has  proven,  all 
too  often,  that  repetition,  entertainment  and 
emotional  appeals  are  sufficient  to  win  custom- 
ers and  make  sales. 

But  there  are  those  in  Advertising  who 
acknowledge  that  the  vague  and  formless  mass 
of  opinion  and  inquiry  which  makes  up  this 
so-called  Movement  has  some  very  real  justi- 
fications which  offer  both  a  challenge  and  an 
opportunity  to  Business. 

The  very  principles  of  selling  success  that 
distinguish  American  advertising  enforce  upon 
it  a  hit  and  run  policy  which  aims  to  reach 
the  greatest  number  of  prospective  buyers  in 
the  shortest  period  of  time.  Such  a  policy  leaves 
neither  the  space  or  time  to  deeply  implant  the 
maker's  integrity  or  to  explain  the  complexities 
of  f)roduction  and  distribution  which  may.  in 
reality,  have  been  the  very  elements  which  made 
the  product  and   its  low-cost  possible. 

The  Consumer  does  not  doubt  this.  No  one 
will  confuse  the  attacks  of  self-appointed  advo- 
cates from  various  interest  groups  or  so-called 
research  organizations  as  representing  the 
viewpoint  of  the  general  Consumer  public.  But 
the   housewife's  complaint   is,  however,   of  real 


significance.  And  the  voice  with  which  she 
addresses  Advertising  —  the  buyer's  purse  —  is 
much  more  meaningful  than  the  speaker's  gavel. 

That  plea,  heard  in  a  thousand  women's 
clubs  and  town  forums  and  spoken  in  sincerity, 
is  simply  that  Advertising  return  the  long- 
cherished  prerogatives  of  [buymanship.  It  is 
being  heard  and  acted  upon  in  some  cases 
through  government  intervention,  but  in  most 
part  by  the  initiative  of  the  manufacturer  him- 
self. Taken  in  another  way,  it  can  be  said  that 
Madam  Consumer  doesn't  doubt  the  advantages 
of  the  Cellophane  wrapping  but  she'd  like  to 
get  inside  the  package  just  the  same. 

So  advertising  has  a  worthwhile  and  much- 
needed  educational  story  to  tell  for  American 
Business.  That  it  needs  to  take  the  Consumer 
Public  "inside  the  package"  and  into  the  mak- 
ers  factory  has  been  made  apparent  through 
the  growing  unanimity  of  Consumer  appeals. 
The  sincerity  and  good  faith  of  such  action  will 
appeal  to  all  who  know  the  fascinating  interest 
of  these  typical  stories  of  modern  business  re- 
search, improvements  and  its  contributions  to 
modern  living.  The  opportunity  is  broad  in 
scope  and  potent  in  possible  results.  Let  us 
consider  the  methods  through  which  it  can  be 
achieved   through   use  of   films. 

Reaching  Tomorrow's  Customers 

♦  "We  must. "  said  Lewis  H.  Brown,  president 
of  the  Johns-Manville  Corporation  in  address- 
ing the  Association  of  National  Advertisers 
several    years   ago,   "with   moving   pictures  and 


other  educational  material,  carry  into  the 
schools  of  the  generation  of  tomorrow  an  in- 
teresting story  of  the  part  that  science  and  in- 
dustry have  played  in  creating  a  more  abundant 
life  for  those  who  are  fortunate  to  live  in  this 
great  country  of  ours.  .  .  .  After  all,  it  is  our 
own  fault  if  three-fourths  of  the  teachers  in  our 
schools  and  colleges  have  never  been  inside  a 
factory." 

Here,  then,  is  a  first  basic  opportunity  for 
consumer  education.  Definitely  not  a  field  for 
commercial  advertising,  the  schools  of  America 
do  need  and  want  straightforward  expository 
motion  pictures   with   real  educational  value. 

The  length  of  such  pictures  need  not  exceed 
twenty  or  twenty-five  minutes  (the  same  length 
is  preferable  in  the  club  field)  which  fits  the 
average  school  period.  They  require  no  lavish 
sets  or  other  luxuries  but  should  respect  the 
educational  standards  which  both  pupil  and 
teacher  will  recognize. 

Extent  of  Projector  manufacturers  and  edu- 

Dislribulion  (national  bureaus  will  agree  that 
the  census  of  16mm  sound  pro- 
jection equipment  now  in  use  in  all  schools 
throughout  the  country  does  not  total  over 
6,000.  But  the  units  serving  large  school  sys- 
tems in  Chicago.  New  York.  Detroit,  and  other 
metropolitan  centers  greatly  increase  the  num- 
ber of  pupils  reached  and  it  will  be  safe  to 
estimate  that  well  over  fifty  percent  of  the 
secondary     school     population     of     6,300,000 


WAITING.. 


i\ATMO.\AL    MATERKST    MN    CO^Sl^fEn    EDI  0\\TiO\    AFFORDS    REAL 
OPrORTlWtTY    FOR      OlTSTA\Dt\li      RlSt\ESS     FILM     M'ROGRAMS 


can  be  reached  with  a  sound  film  edited  ac- 
cording  to    proper   educational    .standards. 

\^here  the  program  is  of  real  value  to  the 
schools,  projection  serWce  has  been  glady  pro- 
vided in  addition  to  the  use  of  equipment  al- 
ready owned  and.  on  the  other  hand,  sponsors 
may  find  it  economical  to  gain  time  by  furnish- 
ing both  operator  and  film  through  some  form 
of  projection  service. 

Edlcati.nc  the  Adilt  Consumer 

♦  Of  immediate  and  primary  importance  to 
.Advertising  is  the  job  of  reaching  today's  Con- 
sumers. .\s  in  the  consideration  of  all  other 
media,  this  is  either  a  selective  or  a  mass  audi- 
ence problem.  Selective  distribution  would 
aim  at  principal  "influence*'  groups  of  men  s 
and  women's  organizations,  of  religious  bodies 
and  service  or  commercial  organizations.  In 
the  most  group-conscious  nation  in  the  world 
this  task  is  not  at  all  difficult.  Here,  again,  it  is 
preceded  by  the  supposition  that  the  film  will 
he  produced  like  the  pictures  shown  at  the 
neighborhood  theatre  and  respect  the  audience's 
generous  allotment  of  time. 

The  other  half  of  the  field  involves  the  dis- 
tribution of  suitable  material  through  the 
theatres  themselves.  Beyond  the  consideration 
of  the  clientele  of  the  theatre  and  its  general 
neighborhood  setting,  such  distribution  cannot 
be  nearly  as  selective.  It  depends  very  largely 
on  the  acceptabilitv  of  the  pictures  themselves 
to  the   theatre   operator. 

Films  properly  edited  for  theatrical  distribu- 


tion can  reach  a  tremendous  proportion  of  the 
audiences.  Fully  twelve  thousand  theatres  are 
reported  to  have  shown  films  issued  by  a  single 
government  bureau:  totals  from  seven  to  ten 
thousand  are  regularly  reported  by  other  spon- 
sors. Such  films  are  furnished  to  the  theatres 
without  cost  and  it  is  not  surprising  that  they  are 
popular  with  managers,  particularly  when  the 
content  material  exceeds  the  interest  of  those 
offered  on  a  rental  basis. 

Selecting  Influence  Groups 

♦  America  is  well-organized  from  the  stand- 
point of  men's  and  women's  groups  of  every 
character.  Business  Screen's  own  current  sur- 
vey of  the  organization  field  reveals  that  a  total 
of  eight  million  members  belong  to  nineteen 
national  men's  service  clubs,  and  general  men's 
groups  of  lodges.  In  the  field  of  national 
women's  organizations,  ten  leading  groups  have 
a  total  membership  of  over  four  million.  These 
naturally  do  not  include  many  millions  of 
church  members  who  assemble  for  social  eve- 
nings at  which  the  best  educational  films  are 
acceptable:  nor  the  thousands  of  local  clubs 
organizations  in  towns  and  cities  throughout 
the  L.  S.  where  films  are  looked  upon  as  a  real 
incentive   to   attendance. 

Some  remarkable  records  have  been  achieved 
by  commercial  sponsors.  Programs  of  the 
Vi eyerhaeuser  Lumber  Company.  Hiram  Walker. 
General  Motors.  Household  Finance  Corpora- 
tion and  W  estinghouse  are  typical  of  those 
which  have  enjoyed  very  widespread  acceptance. 


♦  Several  methods  of  reaching  these  organized 
groups  are  available  to  the  prospective  sponsor. 
The  two  most  important  prerequisites  are  sim- 
ply: lal  Careful  selection  of  really  worthwhile 
groups,  and  ibi  The  most  economical  and 
efficient  means  of  reaching  these  groups  so  that 
an  exact  check  on  the  quality  of  showing,  num- 
ber in  attendance  and  possible  further  contribu- 
tions may  be  made.  These  last  will  include  the 
distribution  of  literature,  questions  and  anstvers, 
sampling,  dealer  introduction  where  proper, 
and   taking  sales   inquiries   from   the  audience. 

These  are  the  ways  in  which  films  reach  such 
audiences:  111  Projection  by  professional  serv- 
ice or  by  company  representatives,  i.e.,  in  this 
case  the  sponsor  supplies  film,  operator  and 
projector  and  gains  the  advantage  of  having  a 
representative  present.  1 2 1  Request  bookings 
from  library  sources.  A  national  distribution 
library  receives  group  requests  and  forwards 
the  film.  The  organization  making  the  request 
supplies  the  projection. 

Consider  the  Rur.\l  Field 

♦  Because  its  problems  are  different  from  those 
of  the  metropolitan  market,  the  rural  field 
deserves  separate  consideration.  Its  importance 
to  sponsors  directiv  interested  cannot  be  under- 
estimated, especially  in  the  light  of  the  en- 
thusiastic reception  accorded  films  at  all  types 
of  showings.  The  large  agricultural  ma- 
chinery   manufacturers     favor     the     method    of 

(Please  turn  to  Page  24) 


*  The  Holpoinl  dealer  motion  |iie- 
lure  program  may  well  lie  consid- 
ered an  ideal  example  of  "planned 
selling."  Over  a  year  ago,  officials 
of  Maxon,  Inc..  Hotpoint  advertis- 
ing agency  and  company  executives 
laid  out  the  program  which  is  jusi 
now  being  nationally  released. 
Their  objective,  aside  from  the  al- 
ways-present primary  motive  of 
selling  the  company's  products,  is 
to  aid  the  local  Hotpoint  dealer. 
The    results    are    most    gratifying. 


Si'llitu/  keynote  of  "Blame  It  oti  Love''  is  this  broadcast  studio   scene  wherein   an   electrician  (Frank   Faylcn)   exf'lains  lo 
admirino  sinqinq  star  (Joan  Marsh)  and  aqent  (Al  Hernwn)   the  basis  of  the  produefs  leadership 

HOTPOINT  nkim  PRGSEIT 


•    ThK      1'R1N(-II'AI.      INCRKDIENT     of 

the  19)0  dealer  program  sponsored 
hv  the  Edison  General  Electric 
Appliance  Company  is  not  the  ex- 
cellent feature  motion  picture. 
Hlunie  II  on  Love,  which  the  Com- 
pany has  produced  for  the  benefit 
of  more  than  10,000  Hotpoint 
dealers.  The  picture  and  its  ac- 
companying commercial  short  sub- 
jects on  the  refrigerator  and  range 
products,  together  with  its  lively 
music,  capable  cast  and  smooth 
direction,  is  a  "climax"  element 
in  one  of  the  most  thorough  cam- 
paigns ever  based  on  a  film  theme. 
Throughout  the  country  this 
Spring.  Hotpoint  dealers  in  the 
Company's  twelve  national  dis- 
tricts, will  present  theatrical  show- 
ings of  Blame  ll  on  Love  to  con- 


sumer audiences  of  women  brought 
together  through  local  directniail. 
newspaper  advertising  and  store 
promotion.  These  showings,  ac- 
complished through  rental  of  thea- 
tres during  the  "dark"  hours  of  the 
morning  or  afternoon,  will  be  fol- 
lowed by  bookings  to  organizations 
and  schools. 

To  L.  J.  Sholty.  vice-president 
of  Maxon,  Inc..  Hotpoint's  adver- 
tising agency,  to  Wilding,  the  pro- 
ducer and  to  Hotpoint's  executive 
personnel  concerned  with  the  film, 
goes  the  credit  for  its  excellence. 
The  Story  in  Detail 

Blame  It  on  Love  is  the  story  of 
Terry  Arden,  beautiful  featured 
singer  with  a  swing  band  on  a  pop- 
ular local  radio  station.  She  and 
JeflT  \^'adsworth.  son  of  one  of  the 


city's  leading  wealthy  families,  are 
deeply  in  love.  Jeff's  mother  is  bit- 
terly opposed  to  her  son  marrying 
a  "swing"  singer,  but  the  two 
youngsters  elope  anyway.  Terry 
tries  hard  to  make  a  real  home  out 
of  their  apartment  but  it  is  soon 
evident  that  she's  about  the  world's 
worst  housekeeper.  She  can't  cook, 
doesn't  know  how  to  buy.  and 
has  a  special  gift  for  untidiness. 
Terry  is  embarrassed  and  un- 
happy at  her  obvious  housekeeping 
imperfections,  and  worried  at  Jefl's 
preoccupation  with  his  invention — 
a  radio-controlled  airplane  —  with 
which  he  hopes  lo  make  a  fortune 
for  the  two  of  them.  On  the  olher 
hand.  Jeff  is  discouraged  at  his 
failure  to  secure  financial  backing 
for  the  airplane  idea.   A  particular- 


114] 


RiisiNE.ss   S(:ki:i:n 


i 


PLUS    "BOX«FFI<E" 

*  In  Hlanic  It  on  Love  the  spon- 
sors have  brought  out  the  primar\ 
importance  of  intelligent  casting  and 
direction.  For  the  picture's  "'box- 
office'"  appeal  lies  in  its  fine  cast, 
the  "hit''  theme  song  and  its  capa- 
ble dramatic  and  musical  direction. 

Dramatic  sequences  were  directed 
by  Wallace  Fox,  formerly  with 
RKO.  and  all  musical  sequences 
were  under  the  direction  of  R.  Le- 
Borg.  who  directed  There  Shall  Be 
Music,  starring  Jascha  Heifetz.  and 
httf'rmezzo.  Marvin  Hatley.  top 
llighl  Hollywood  composer  and  con- 
ductor, has  written  a  special  theme 
song  for  which  the  picture  is  named. 
The  song  is  called  Blame  It  All  on 
Love,  and  promises  to  be  a  hit  tune 
this  spring.  Mr.  Hatley  also  super- 
vised special  musical  arrangements 
for  the  picture,  and  conducted  the 
orchestra  during  recording  of  musi- 
cal sequences. 

A   CAST   WITH   ""BOXOFFICe" 

The  picture  has  a  fine  emotional 
ending.  Joan  Marsh,  who  stars  as 
Terrv  .'\rden.  the  heroine,  will  be 
remembered  for  her  excellent  work 
with  Clark  Gable  and  Norma 
Shearer  in  hliot's  Delight   iMGMl. 


as  well  as  Charlie  Chan  on  Broati- 
uiiy.  and  Lije  Begins  in  College 
with  the  Ritz  Brothers. 

John  King  plays  Jeff  Wadsworth. 
He  is  featured  in  The  Gentleman 
From  Arizona,  and  was  seen  in 
Three  Smart  Girls,  The  Hardy s 
Ride  High,  and  The  Road  Back. 

Nella  Walker  has  the  part  of  Vir- 
ginia Francis,  the  Hotpoint  home 
economist.  She  has  played  promi- 
nent parts  in  such  pictures  as 
.Swanee  River,  These  Glamour 
Girls,  Jf'hen  Tomorrow  Comes,  and 
the  Three  Smart  Girls  series. 

Other  principal  players  include 
Cecelia  (Cissy)  Loftus,  famous 
dramatic  star  of  twenty  years  ago, 
seen  most  recently  with  Bette  Davis 
in  The  Old  Mai<I,  and  soon  to  ap- 
pear in  a  new  picture  starring 
Deanna  Durbin;  Morgan  Wallace, 
uho  was  prominent  in  Union  Pa- 
cific. Fury,  and  .Alexander  Hamil- 
ton: Marv  Forbes,  well  known  for 
her  portrayals  of  "society  matron" 
|iarts:  .\\  Herman,  a  newcomer  to 
pictures,  formerly  a  vaudeville  and 
Greenwich  Village  Follies  head- 
liner,  and  Frank  Faylen.  who  has 
outstanding  roles  in  Grapes  of 
U  rath,  and  Reno. 


U 


miME  IT  fl.\  LOVE " 


h  trying  day  begins  with  a  break- 
fast that's  worse  than  usual,  fol- 
lowed by  another  turn-down  for 
Jeff — this  time  from  his  own  father 
and  the  Board  of  Directors.  Jeff, 
goaded  by  his  own  disappointment, 
unwittingly  taunts  Terry  about  her 
failure  as  a  cook.  The  resulting 
quarrel  brings  the  picture  to  a 
splendid  dramatic  climax.  Terry 
leaves,  and  it  would  seem  that  their 
romance  is  dead  —  from  lack  of 
nourishment. 

She  finds  a  spot  as  singer  on  a 
new  radio  program — "The  Modern 
Home  of  the  Air."  featuring  the 
Hotpoint  Electric  Kitchen — a  coast- 
to-coast  broadcast,  with  tcle\ision 
hook-up. 

Here  she  mets  Virginia  Francis 
—  the    home    economist    who    con- 


ducts "The  .Modern  Home  of  the 
Air."  Virginia  soon  notices  Terry's 
lack  of  housekeeping  ability,  and 
offers  to  help  her.  Big  feaure  of 
"The  Modern  Home  of  the  Air" 
program  is  an  electric  cooking 
school,  featuring  Hotpoint  Meas- 
ured Heat.  The  entire  cooking 
school  is  shown  in  the  picture — at 
the  point  where  Terry  determines 
to  become  a  homeraaker. 

Because  of  the  simplicity  and 
convenience  of  the  Hotpoint  elec- 
tric range  and  refrigerator,  it  isn't 
long  before  Terry  is  turning  out 
meals  fit  for  a  king.  Of  course, 
she  loses  no  time  in  having  Hot- 
point  equipment  installed  in  her 
own  kitchen.  Seemingly  overnight, 
.■she  is  transformed  into  a  perfect 
homemaker. 

Jeff  keeps  track  of  Terry's  prog- 
ress, via  radio  and  television.  When 
he  asks  to  see  her.  she  invites  him 
and  his  family  to  dinner  at  her 
home.  Even  though  Terry  has  been 
at  the  radio  studio  nearly  all  day, 
her  diinier  is  a  triumph — for  Terry 
and  for  Hotpoint  Home  .'\ppliances. 
\^'ilh  a  new  conception  of  Terry 
as  a  homemaker,  Jeff's  family  with- 
draw their  objections,  while  Terry 
and  Jeff — their  troubles  over — em- 
bark on  a  new  and  happier  life. 


(.Ahnvc)    E.vploihitu'ii    iiialeriats    prepared    for   Hotpoiut^s   dealers. 

PLUS   EXPLOITATIOIV    &  AD^'ERTISIIVO 


*  Hotpoint  will  assure  attendance 
at  the  premiere  showings  of  Blame 
It  on  Love  through  a  cooperative 
program  of  local  newspaper  adver- 
tising, the  distribution  of  literature 
and  local  tieup  advertising.  The 
details  of  these  appear  in  the  panel 
above  but  it  may  be  added  that  a 
dealer  promotional  package  consist- 
ing of  flyers,  mailing  cards,  dis- 
play signs,  admission  tickets,  press 


release  material  and  a  guide  book 
will  be  offered  dealers  at  low  cost. 
The  use  of  these  will  be  stim- 
ulated through  Hotpoint  district  of- 
fices. Showings  will  also  be  held 
before  employee  groups  of  large 
public  utility  and  department  store 
sections.  Only  local  advertising 
will  receive  any  tieup,  however, 
since  it  is  obviously  impractical  to 
discuss   the    film   in   national    copy. 


KESULTS 


[15] 


p 

i 


AND      MOTION      PICTURES 

by    Fred    H.    Vidlfv 

Editor's  yole:  This  is  the  second  in  a  series  we  began  with 

George  Enzinger's  article  [Buchanan  &  Co.)  two  issues  back. 

Mr.   Fidler  heads   up  J.    Walter  Thompson's  Motion   Picture 

Department,  is  currently  Chairman  of  the  Screen  Committee 

of  the  .4merican  .4ssociation  of  Advertising  Agencies. 


•  Russia,  Germany,  France  and 
England  have  employed  the  motion 
picture  for  political  and  sociologi- 
cal propaganda  and  for  education 
for  more  than  20  years  but  America 
has  only  recently  begun  to  extend 
the  power  of  the  screen  beyond 
mere  entertainment.  Yet  in  the 
course  of  bringing  Americans  en- 
tertainment, the  screen  has  exerted 
a  wide  influence  on  everything  from 
fashion  to  dancing,  popularized 
fads  in  slang  and  song.  From  the 
screen  millions  of  people  have 
gained  their  clearest  (if  not  the 
most  accurate)  concept  of  history, 
geography  and  crime. 

But  only  recently  have  we  real- 
ized the  potency  of  this  medium  for 
the  purposeful  influencing  of 
opinion,  habits  and  conduct.  Re- 
sponsible for  all  screen  subjects  ex- 
cept the  newsreels  and  travelogues. 
Hollywood,  understandably,  has 
confined  its  efforts  to  escapist  en- 
tertainment in  the  interest  of  a 
healthy  box-office.  Sporadic  and 
poorly  financed  efforts  to  employ 
motion  pictures  in  classroom  edu- 
cation have  left  the  educational 
field  virtually  unscratched. 

Thus,  as  with  radio,  business  and 
industry  have  inherited  the  spon- 
sorship of  films  designed  for  inter- 
pretation and  demonstration.  Today 
we  are  only  beginning  to  appreciate 
the  scope  and  possibilities  of  a 
medium  which  combines  the  ap- 
peals of  sight,  sound  and  motion: 
a  medium  which  can  be  mechanic- 
ally reproduced  to  reach  a  weekly 
mass  audience  of  85.000.000 
through  theaters,  millions  more  of 
opinion  -  forming,  habit  -  shaping 
citizens  in  non-theatrical  groups 
and  tomorrow's  citizens  and  con- 
sumers through  schools  and  col- 
leges. 

Just  as  business  has  fostered  pub- 
lic education  and  information 
through  its  support  of  the  press. 
magazines  and  radio,  so  business  is 
now  fostering  this  new  medium — or 


rather  a  wider  application  of  a 
hitherto  limited  medium.  This  spon- 
sorship will  permit  a  demonstration 
and  interpretation  of  industry's 
goods  and  services.  In  return  indus- 
try must  supply  a  worthwhile 
"editorial"  content  and  employ 
only  the  highest  standards  of  good 
taste  and  carefully  measured  com- 
mercialism. For  the  screen  magni- 
fies and  bad  taste  or  blatancy 
boomerang  and  bring  resentment 
even  faster  than  on  the  air  or  in 
print.  And  an  impact  which  gives 
the  medium  an  unequalled  remem- 
brance value,  if  ill  used,  and  may 
])rove  as  harmful  as  it  can  be  bene- 
ficial. 

The  advertising  agency  can  serve 
industry  and  the  public  in  the 
skilled  and  professional  application 
and  utilization  of  the  screen  me- 
dium just  as  logically  as  it  has 
employed  other  media  in  the  past. 
But  no  agency  can  become  skilled 
or  proficient  in  this  medium  on  a 
part  time  or  "step-child  "  basis.  Un- 
less the  agency's  conviction  of  the 
screens  worth  potential  and  is  such 
that  it  is  willing  to  bear  the  burden 
of  pioneering  while  seeking  its  re- 
wards, the  agency  had  best  forego 
motion  picture  activity  altogether. 
Thus  it  seems  likely  that  agency 
motion  picture  activity  and  devel- 
opment will  parallel  agency  radio 
activity — some  agencies  will  assume 
and  merit  complete  creative  and  ap- 
plication responsibility:  others  will 
elect  to  delegate  all  but  advisory 
functions  to  competent  independent 
producers. 

Our  agency  had  been  studying 
and  using  motion  pictures  for  sev- 
eral years  prior  to  1938  but  it  was 
in  August,  1938,  that  we  elected  to 
set  up  a  department  to  provide  a 
complete  motion  picture  service  for 
clients  and  to  incubate  motion  pic- 
lure  knowledge  for  the  entire  or- 
ganization. Today  we  have  creative 
units  in  the  New  York.  Hollywood 
and  London  offices  serving  all  other 


offices  and  media  and  distribution 
facilities  in  New  York,  Chicago, 
San  Francisco,  and  London.  In  the 
19  months  since  we  organized  the 
department  we  have  avcragetl  a  pic- 
ture a  month — including  everything 
from  5-reel  sales  training  films  to 
120-foot  minute  movies  and  em- 
ploying both  live  talent  and  ani- 
mated cartoons. 

\\  e  employ  both  staff  and  free- 
lance scenarists  and  are  currently 
conducting  weekly  film  discussions 
with  a  view  toward  informing  all 
of  the  agency's  creative  workers  on 
motion  picture  techniques. 

This  doesn't  mean  that  every 
writer  has  to  become  a  finished 
scenarist — but  if  they  can  do  the 
treatments  or  stories  with  some 
knowledge  of  the  requirements  of 
the  medium,  the  film  department 
people  can  do  the  screen  adapta- 
tions or  final  shooting  scenarios. 
This  is  especially  true  in  the  minute 
movie  field  where  the  script  is  little 
more  than  a  sound  selling  idea  and 
in  merchandising  films  which  are 
really  nothing  more  than  salesmen's 
portofolios  on  the  screen.  Perhaps 
this  is  a  good  point  at  which  to 
break  down  and  classify  our  film 
activity  by  types  of  picture. 

There  are  three  general  classifi- 
cations of  commercial  films — first, 
merchandising  or  sales  promotion 
films  intended  for  product  promo- 
tion or  employee  education  with- 
in the  client's  company:  secondly, 
the  institutional  picture  intended  to 
interpret  a  service,  product  or 
policy  for  the  consumer  either  in 
small  club  groups  or  through  thea- 
ters: thirdly,  the  direct  selling  pic- 
ture— units  of  one  minute  to  one 
reel  or  longer:  usually  distributed 
theatrically. 

During  1939  about  $12,000,000 
was  spent  on  sales  promotion  and 
merchandising  employee-education 
pictures.  One  firm  spent  over  SL- 
000.000.  About  $1,000,000  was 
spent  on  minute  movies  in  1939  and 
this  year  it  will  be  close  to 
$2,000,000. 

^Tien  we  first  evaluated  the 
place  of  motion  pictures  in  the 
agency  activity  we  felt  that  their 
principal  application  would  be  in 
merchandising  —  pictures  designed 
to  improve  the  point-of-sale  follow- 
through  on  an  advertising  cam- 
paign by  educating  employees.  I 
still  feel  that  this  is  one  of  the  most 
productive  of  the  applications. 
Salesmen  and  other  field  workers 
like  to  learn  but  they  resist  study 
and  the  motion  picture  represents 
a  painless  but  effective  way  of  put- 
ting over  a  merchandising  message 
in  an  impressive  and  lasting  man- 
ner. 

Diirinu  the  last    12  months,  linw- 


ever.  mterest  m  pictures — particu- 
larly minute  movies — as  a  direct 
selling  medium  has  peaked  up  con- 
siderably. Likewise  there  is  a 
growing  interest  in  pictures  for 
public  relations.  Thus  it  is  diffi- 
cult to  say  just  which  of  the  three 
applications  will  prove  the  most  ac- 
tive for  the  agency  in  the  final 
analysis. 

Now  a  word  or  two  regarding  the 
agency's  functions  in  the  commer- 
cial picture  business  and  the  vari- 
ous types  of  work  which  our  per- 
sonnel is  called  on  to  do.  Our 
policy  is  to  carry  a  picture  up  to 
the  final  shooting  script  stage  and 
then  contract  for  the  actual  produc- 
tion through  one  of  a  dozen  or  so 
competent  commercial  producers 
who  complete  the  job  with  their  fa- 
cilities but  with  our  full  collabora- 
tion and  supervision.  The  agency's 
work  breaks  down  as  follows: 

First  there  is  the  writing  job. 
This  may  involve  anything  from  a 
minute  movie  of  four  or  five  brief 
scenes  and  a  dozen  speeches  to  a 
five  reel  sales  training  picture  in- 
corporating a  client's  entire  mar- 
keting philosophy. 

Second  there  is  the  distribution 
or  media  phase  of  our  job.  This 
involves  everything  from  the  selec- 
tion and  classification  of  theaters 
or  clubs  through  independent  dis- 
tributors already  functioning,  to 
the  devising  of  special  distribution 
plans  for  pictures  with  special  ap- 
peals and  objectives.  Because  the 
medium  is  so  young  the  media  job 
is  almost  as  creative  as  it  is  selec- 
tive because  so  much  pioneering  re- 
mains to  be  done. 

Third  is  the  job  of  merchandis- 
ing the  pictures  themselves.  In  the 
case  of  sales  promotion  or  sales 
training  pictures  it's  a  job  of  sell- 
ing and  staging  the  picture  for  a 
limited  group:  for  consumer  pic- 
tures it  may  mean  a  direct  mail 
campaign  or  press  hook  for  thea- 
ters or  clubs,  window  streamers  or 
other  tie-in  materials  for  grocery, 
drug  or  department  stores  or  leaf- 
lets to  be  distributed  to  the  audi- 
ences following  the  showing. 

Then,  of  course,  there  is  the  more 
specialized  job  of  casting,  technical 
direction  or  supervision  of  produc 
tion.  cutting,  etc.  These  jobs  will 
continue  to  be  handled  by  special- 
ists within  the  department  who  act 
as  supervising  producers.  But  the 
writers,  the  merchandising  people 
and  the  distribution  or  media 
people  on  the  general  staff  will 
have  a  working  knowledge  of  all 
phases  of  the  job.  Thus  I  think  it 
is  clear  that  there  is  a  real  oppor- 
tunity in  motion  pictures  for  the 
agency    and    for   agency    personnel. 


[16] 


Business  Si:hki:n 


- 

•V 

"^ 

fll 

--     fl   PICTORIAL 
nfUISIiffL   Of 

inDusTfiiflL  film 

• 

^miA II Kiiii^ 

''^»>*!^ 

4 

•« 

[11 

- 

DISTRIBUTIOn 
^     Of  THE  PfillOD 

1^ 

NEW    FILM    HIT    OF    ARMSTRONG    1940    SALES    SEMINARS 


How  they  laid  linoleum  In  the  long,  long  ago. 
Those  bricks  were  hard  on  the  assistant's  toes. 


The    mood    of   World    War    days    is   captured 
in    Armstrong's    film,    "These    Thirty    Years." 


The  linoleum  department  of  1928  with  store 
owner  James  Kirkwood  coming  along  through 
"These  Thirty  Years.  " 

PROGRAM      ALSO       INCLUDES      SLIDEFILMS: 

A  series  of  four  slidefilms.  including  one  full- 
color  subject.  If  hat  a  Salesman  Should  Knotv 
About  Interior  Decoration,  round  out  the  Arm- 
strong Sales  Seminars.  The  other  slide-illus- 
trated talks  are  W  hat  a  Salesman  Should  Knou' 
About  Salesmanship;  Jf  hat  a  Salesman  Should 
Know  About  Quality:  and  What  a  Salesman 
Should  Know  About  Installation. 

The  slidefilms  are  used  during  afternoon  ses- 


The   modern   linoleum   department  of  today — 
as  Armstrong   products  and  business  success 
for  the  dealer  go  hand  In  hand. 

sions  of  direct  instruction  to  salesmen  following 
the  luncheon  showing  of  the  motion  picture. 
Simple  usable  sales  techniques  and  practical 
instruction  material  supply  their  principal  con- 
tents. E.  Cameron  Hawley  describes  handling 
of  customers,  tested  methods  in  the  Salesman- 
ship program;  Walter  Etter  of  the  Armstrong 
Laying  School  accompanies  the  Installation  film 
with  instructional  suggestions.  The  Salesman- 
ship  Seminar  offers  a  three-hour  course. 


Star  James  Kirkwood  is  seen  at  the  far  table  in 
this  restaurant  scene  of  the  good  old  days. 

•  In  34  CITIES  from  coast  to  coast,  the  Arm- 
strong Cork  Company  of  Lancaster,  Pa.,  is  pre- 
senting a  series  of  Sales  Seminars  conducted 
by  E.  Cameron  Hawley.  director  of  the  Arm- 
strong Bureau  of  Retail  Merchandising.  The 
programs  include:  (ll  a  Management  Seminar, 
held  in  the  morning  for  store  executives  and 
buyers;  (2 1  a  luncheon  for  these  executives 
and  their  salesmen;  (3)  a  Sales  Seminar  in 
the  afternoon  for  store  executives  and  retail 
salesmen. 

The  hit  of  the  show  is  apparently  the  new 
Armstrong-sponsored  sound  motion  picture 
These  Thirty  Years  which  is  presented  immedi- 
ately after  the  luncheon.  These  Thirty  Years 
depicts  the  rise  of  linoleum  from  kitchen  and 
backroom  use  to  its  present  place  as  basic  floor- 
ing throughout  the  home.  Production  was  by 
West  Coast  Sound  Studios.  New  York  City, 
from  the  story  original  and  under  the  direction 
of  Mr.  Hawley.  James  Kirkwood.  star  of  stage 
and  screen,  heads  a  cast  of  well-known  actors. 
To  those  who  attended  the  New  York  show- 
ing, it  was  genuinely  impressive  to  observe  the 
enthusiasm   and   interest   of  hardened   retailers. 

The  Armstrong  show  travels  as  a  unit  in  two 
trucks  which  carry  stage  equipment  from  city 
to  city. 


rSTRONG'S  N.  Y.  PREMIERE 


STEEL  DISTRIBUTION  SET-UP 


NEW  FILMS  FOR  HEINZ 


r 


.i^>.t.-7.-'  ■■  :■  ■  .v  T  ■■  .yj^rg^HtCTtiBtiawiPi 


P  R  E  V  U  E     • 


j. 


N     *fM04        / 


C4UF  \ 


KAMS«  i   MISSOUR'    V.,^      r^KTo'c.^^ 


Xhc^^o^'"* 


ARIZONA 


New  Insurance  Film 

^  Amt'rican  Portrait,  the  second 
interpretive  film  production  of  the 
Institute  of  Life  Insurance  is  now 
being  previewed  liy  life  underwrit- 
ers throughout  the  country  and  will 
be  available  for  public  showings 
after  March  18th.  The  25-niinute 
picture  was  produced  in  Holly- 
wood.     (To    be    reviewed    later.) 


Scenes  (left)  from 
U.  S.  Steel  filnis 


KEY  TO  THE  MAP  ABOVE 
State  borders  are  Indicated  by 
broken  lines;  heavy  white  lines 
indicate    six    districts    and    dis- 


tributing centers  now  serving 
users  of  films.  Note  that  In  the 
East,  states  are  sometimes 
divided   within   districts. 


telling  the  film  story  of  steel: 

U.  S.  STEEL  EXTENDS 
FILM  DISTRIBUTION 

♦  In  order  to  better  serve  the 
numerous  technical  groups,  organ- 
izations and  schools  requesting 
free  loan  films  from  its  extensive 
educational  library,  the  United 
Slates  Steel  Corporation  has  .set  up 
six  distributing  centers  serving  ter- 
ritories noted  in  the  adjoining  map. 

DISTRIBUTING  CENTERS 

Pittsburgh.  Pa.— C.  R.  Mofifatt. 
Dir.  of  Adv.,  U.  S.  Steel  Corp.  4:^6 
Seventh   Avenue. 

New  York  City  —  Mr.  Geo.  J. 
Dorman.  U.  S.  Steel  Corp.  71 
Broadway. 

Birmingham.  Ala. — Le  Roy  Holt. 
Sales  Prom.  Dir.,  Tennessee  Coal. 
Iron  &  Railroad  Co.  Brown-Marx 
Building. 

Cleveland.  Ohio — W.  H.  Cordes. 
Mgr.  S.  P.  &  Adv..  Amer.  Steel  & 
Wire  Co.    Rockefeller  Bldg. 

Chicago.  III.— A.  C.  ■«ilbv.  Asst. 
to  V.  P.  U.  S.  Steel  Corp.  208  So. 
LaSalle  St. 

San  Francisco.  Cal. — J.  B.  Du- 
Prau.  Columbia  Steel  Co.  Russ 
Building. 


RIGHT  Off  the  REEL 

♦  The  new  Technicolor  motion 
picture  Refreshment  Through  the 
Years,  produced  by  the  Jam  Handy 
Organization  for  the  Coca-Cola 
Company,  was  presented  before  the 
Chicago  Federated  Advertising 
Club  in  early  March. 

♦  Caterpillar  Tractor  has  four  new 
pictures  in  the  1940  Roadshow, 
including  one.  Your  Neighbor's 
Diesel,  in  full  color.  Seven  trucks 
are  taking  the  show  to  all  parts  of 
the  country. 

♦  Chesterfield  joins  the  sponsors 
using  motion  picture-radio  audience 
promotion.  Tobaccoland  is  the 
Marcli  of  Time-produced  commer- 
cial. 

♦  A  Technicolor  fashion  film  pre- 
senting fabrics  of  Bemberg  rayon 
has  been  announced  by  the  Ameri- 
can Bemberg  Corporation  for  se- 
lected retail  store  showings  before 
summer. 

♦  The  Paramount — produced  short 
The  Miracle  of  Milk  is  hitting  all 
principal    theatres    in    New    York. 

♦  Orchards  to  You,  a  full  color 
film  of  the  apple  industry,  is  now 
being  shown  retailers  and  distribu- 
tors in  the  national  market.  The 
picture  is  aimed  at  making  the  work 

(Continued  on  /'age  28) 


The  Story  of  Food  Preservafion: 

Title:   Yesti'niny.  Titdar  &  Tumitmitv 
Spotisiir :   H.   J.    Hfinz   C.itmpany 
Producer ;    Wiiding    Pic.    Prod. 

♦  Yesterday.  Today  and  Tomor- 
rail;  a  Hollywood  ver.sion  of  the 
history  of  food  preserving,  has 
been  released  by  H.  J.  Heinz  Com- 
pany, which  now  has  45  projectors 
and     125     films,    both     16    and   35 


millimelers.  in  daily  use. 

The  film,  which  presents  some 
of  Hollywood's  best  known  talent, 
may  be  had  by  application  at  any 
of  the  Heinz  Branches  or  by  ad- 
dressing a  letter  to  the  company  at 
Pittsburgh.  Pa.  .Advertising  con- 
tent is  not  at  all  objectionable  and 
entertainment   value  excellent. 


[18] 


BUSINKSS    SriiKKN 


new  inspiration  for  salesmen: 


P  R  E  V  U  E 


-The  v..--  »»,,,,>  /.MM.. 
|,,„liinM^-l""' 


♦  Lelliiig  retail  salesmen  see  them- 
selves as  other  see  them  is  the 
mission  of  the  new  Jam  Handy- 
produced  sales  training  sound  mo- 
tion picture  The  Face  in  the  Mirror. 
Made  as  a  sequel  to  Selling  Amer- 
ica which  appeared  at  over  1.500 
sales  meetings  and  conventions, 
this  28-minute  feature  is  available 
to  business  organizations  on  a 
modest  rental  basis. 

Preview  applications  may  be 
made  at  New  Vork.  Boston.  Wil- 
mington. Dayton.  Detroit  or  Chi- 
cago offices  of  the  Jam  Handy 
Organization. 


ALEXANDER  SMITH 
AND   MASLAND  FILMS 

•     Th  \T     A     tOMMERCUL     HLM     can 

be  real  entertainment  no  one  who 
sees  Alexander  Smith's  .Nearly 
Hifiht  Ifon't  Do  can  deny.  Against 
a  hackgroimd  of  song  and  comedv. 
the  story  of  .Alexander  Smith  Qual- 
ity Control,  the  Tru-Tone  Process. 
Floor-Plan  Rugs  .  .  .  and  broad- 
looms,  the  Good  Housekeeping 
Guaranty  and  the  Clara  Dudley 
decoration  service  are  presented  in 
a  convincing  way  and  with  a  com- 
plete absence  of  the  stodginess  that 
sometimes  characterizes  commercial 
films. 

Nearly  Ri^hl  Won't  Do  concerns 
itself  with  the  adventures  of  the 
Three  Jesters.  Red.  \^  amp  and  Guy 
in  their  attempt  to  buy  a  rug  of 
right  quality,  right  color,  right 
size  and  right  price  for  Reds  wife 
who  has  tried  rug  after  rug  on  her 
living  room  floor  and  sent  them  all 
back  because  thev  didn't  fill  the 
bill. 

The  opening  song  of  the  Three 
Jesters  is  also  the  theme  song  of  the 
picture: 

Nearly  right  won't  do.  won't  do 
(Please  turn  to  next  page) 


.Audio  canieranien  slnmt  lite  iii-ir  Maslaitcl  film  "for  the  .Wuwii's  Homes' 


For  Departmenf  Store  Showings; 


Title:   For  the  ISatum's   Homes 
Spintutr:  i'..  H.  Mastand  &  Sons 
Producer:  Audio  Productions.  Inc. 

•  JisT  RELEASED  by  C.  H.  Mas- 
land  &  Sons  is  a  new  talking  motion 
picture  For  the  Nation's  Homes  fea- 
turing the  famous  news  commen- 
tator. Lowell  Thomas  and  the  entire 


Masland  Line  of  rugs  and  carpets. 
The  picture  is  to  be  shown  to  retail 
and  wholesale  salesmen  throughout 
the  country  and  to  interested  groups 
of  women  through  women's  clubs, 
schools  and  colleges.  Educational 
content  on  rug  making  excellent. 


Entertainment  Plus  Sales  Punch: 


Cover  Rivers  of  Gcoroia  iU-jt)  niicts  mcinhers  of  the  east  of  "The  Greeji  Hand." 

For  Fufure  Farmers  of  America: 


Title:    The   (wreen    Hand 

Sponsor:   Future  Farmers  of  .4mer. 

Producer}    (',,    L.    t  i'nnrtt 

*  Here  is  realism  in  the  raw.  The 
Herculean  task  of  assembling  a 
compauN  of  untrained  actors  and 
producing  a  creditable  dramatic 
film  based  on  the  activities  of  this 


farm  youth  movement  was  accom- 
plished by  the  producer  with  sur- 
prising results.  Something  about 
the  natural  local  settings  (action 
takes  place  in  Georgia  I  and  the 
complete  sincerity  of  the  cast  gives 
this  human  interest  value  of  tre- 
mendous possibilities  for  rural  use. 


Title:   Penny   Turns  Pro 
Spon.u/r:  Standard  Oil   (Indiana) 
Producer:    Wilding    Pic.    Prod. 

♦  Human  interest,  comedy,  heart 
throbs  and  pathos  make  I'enny 
Turns  Fro,  one  that  will  capture  the 
interest  even  of  those  not  affiliated 
with  the  oil  industry.  Built  as  a 
retail  merchandising  film,  it  was 
developed   especially   to   be   shown 


al   the  spring  series  of  dealer  con- 
ferences. 

Everyone  engaged  in  selling 
Standard  Oil  products,  according 
to  those  who  have  already  seen  the 
picture,  will  be  inspired  to  in- 
creased sales  effort  after  following 
with  mingled  emotions  the  film 
storv. 


Cii.il  ami   .ci-/.t   make    the  iieie  Slamlard   Oil  ni  Indiana   fi'm,  "Penny   Turns  Prn." 


Nl  .MUElt    FuUI! 


I'J  10 


[191 


'■•«■?  ■■'t^:«-^»<» 


^rii 


PREVUE     •     IV 


seme  outstanding  pictures: 


Rail  Pilgrimage 


Scenes 
in  g  ton .' 


jrom  the   B   &   O  film,  "ll'tish- 
produced  by  Loucks  &  Marling 


IN  DEPARTMENT   STORES 

{Continufd  jrom  Previous   I'a^e) 

W  hen  we  buy  a  rug  that's  neu 

It  must  be  exactly  right 

Nearly   right  won't  do. 

From  the  first  chorus  to  the  lime 
when  the  Jesters  are  able  to  sing 
triumphantly: 

No  need  to  uorry  any  more 

Now  we  have  the  proper  rug 
upon  the  floor  — 
they  make  a  thorough  investigation 
of  all  phases  of  the  manufacturing 
and  merchandising  of  Alexander 
Smith  rugs  and  carpets.  X^Tiile  they 
learn  how  to  buy  a  rug.  the  audi- 
ence quite  painlessly,  absorbs  much 
down-to-earth  information  concern- 
ing the  points  of  Alexander  Smith 
superiority.  The  Jesters  interview 
Good  Housekeeping  to  learn  what 
is  back  of  the  Good  Housekeeping 
Guaranty;  they  visit  the  Alexander 
Smith  mill  and  see  for  themselves 
how  quality  is  woven  into  Smith 
products;  they  call  on  Clara  Dud- 
ley. Alexander  Smith  Color  Con- 
sultant, and  discover  how  her  serv- 
ice operates  and  how  wide  is  its 
scope;  they  attempt  to  buy  a  rug 
from  a  merchant  whose  selling  ideas 
may  be  summed  up  in  his  closing 
line,  "If  you  see  anything  you  like, 
bring  it  over  and  I'll  wrap  it  up 
for  you";  and  finally  they  go  to  an 
up-to-date  Alexander  Smith  dealer 
who  knows  his  merchandise  and 
who  gives  them  in  a  few  words  the 
story  of  Alexander  Smith  Rugs  and 
Carpets  that  they  have  learned  by 
trips  to  the  mill,  to  Good  House- 
keeping Institute  and  to  Clara  Dud- 
ley's office.  He  makes  the  sale  with 
a  Floor-Plan  Rug  and  the  Three 
Jesters  return  to  Red's  wife  to  tell 
her  that  her  troubles  are  over.  When 
the  rug  arrives  a  Technicolor  se- 
quence shows  what  a  splendid  se- 
lection the  boys  have  made. 

The  Distribution  Plan 
Nearly  Right  Won't  Do  will  be 
shown  along  with  the  Masland  film 
to  wholesale  and  retail  salesmen  at 
special  meetings  to  be  arranged  by 
Smith  and  Masland  jobbers  and  re- 
quests for  bookings  have  already 
begun  to  deluge  Smith  officials.  The 
film's  purpose  is  to  make  salesmen, 
particularly  retail  salesmen,  more 
conversant  with  Alexander  Smith 
Rugs  and  Carpets  and  what  lies 
back  of  them  and  to  give  the  in- 
dividual salesman  the  ammunition 
he  needs  to  turn  Alexander  Smith's 
huge  national  advertising  campaign 
into  retail  sales. 

Although  Nearly  Right  Won't  Do 
is  directed  primarily  to  salesmen  it 
is  edited  in  such  a  way  that  it  can 
be  shown  to  consumers  as  well 
Present  plans  call  for  eventuall) 
releasing   it    to   the   general    public 


With  "Joel  Gentry  in  HoUyii'ood" 

For  Farmer  Groups 

Sponsor:  Deere  &  Co. 
Producer :   If  il fling 

♦  Joel  Gentry  in  Hollywood  is  the 
feature  attraction  in  the  John  Deere 
program,  a  promotional  effort 
sponsored  by  Deere  dealers  to 
open  the  1940  selling  season.  Por- 
trays the  wholesomeness  of  farm 
life.  Audiences  farmers  and  their 
families  in  all  sections  of  the  coun- 
try attending  program  primarily 
devoted  to  farm  tractor  and  equip- 
ment sales. 


From  the  nezv  Standard  Oil  oj  Calif,  epic. 

Historical  Epic 

Sponsor:  Standard  Oil  (Cal.) 
Producer:  Dowling  &  Brotrnell 

♦  Swiftly  moving  scenes  depict 
growth  of  the  West;  unusual  scenic 
beauty  and  industrial  development 
with  particular  emphasis  on  the 
petroleum  industry.  Serves  to  give 
a  new  appreciation  of  the  "West" 
without  undue  commercialism  for 
the  sponsor  and  thus  serves  the 
sponsor  even  better  for  certain  to 
be  widely  requested  for  clubs  and 
schools. 


Record-Breaking  Theatre  Distribution 

Sponsor:  Friends  of  Finland;  Finnish  Relief  Fund 
Produced  hy:  Emerson  Yorke  Studios  (New  York) 


♦  This  five-minute  short  subject  is 
chiefly  notable  for  the  unusual 
distribution  and  theatre  coverage 
achieved  for  the  Finnish  Relief 
Fund.  Inc.  In  ten  days,  600  prints 
were    booked    and    played    in    first 

Main  title:  Paavo  Nurmi  &  Taislo 
Maki;  Herbert  Hoover,  fund  chairman, 


llltl  NnS    Ul     FINLAND 

FINLAND 
FIGHTS! 


run  theatres  in  every  stale  in  the 
country  to  12  million  persons. 
Production  is  of  no  general  im- 
portance beyond  its  appeal  to 
admirers  of  the  brave  Finnish 
nation    now    once    again    at    peace. 

and     Helsinki    scene     jrom     "Finland 
Fights"   produced   by   Emerson   Yorke. 


[20] 


BiisiNKSs  S(.nr.i:N 


iiiiiiiisiiiii 


^onic  of  the   intcrcstitiii   )iiiHicni   homes  pictured  in   the  FH.i   all- 1  eehiiieolor  film  "Ifoines  of    I  oiliiy' 


FILMS  SFLL  IlUUSIlVll  TO  1111!!  PUBLIC 

NUMBER   THREE    OF   A   BUSINESS    SCREEN    SERIES    ON    THE    USE    OF    FILMS    IN    BUSINESS 


•  Next  to  food  as  a  fundaiiienlal 
in  man's  existence  is  his  need  for 
Shelter.  "Construction."  says  a  re- 
cent Government  pamphlet,  "is 
man's  oldest  industry,  next  to 
hunting  and  fishing.  Its  beginnings 
are  lost  in  the  mists  of  the  Stone 
Age.  when  the  cave  dweller  first 
piled  stones  and  broke  boughs  from 
the  forest  trees  to  form  his  hut. 
An  imaginary  picture  of  the  first 
activities  of  civilization  might  be 
the  search  for  food  and  the  build- 
ing of  shelter:  and  not  until  these 
primary  occupations  had  been  per- 
formed did  those  of  agriculture, 
manufacturing  and  trade  find  their 
place  in  the  general  scheme  of 
affairs." 

Shelter  is  a  fundamental  part 
of  America's  economic  prosperity. 
too.  for  in  idleness  of  the  building 
trades  workers  and  the  hundreds 
of  occupations  dependent  on  hous- 
ing progress  lie  the  basic  reasons 
for  the  extensive  Federal  legislation 
involving  the  United  States  Housing 
Authority,  the  Federal  Housing  Ad- 


ministration and  other  grants  for 
the  sole  purpose  of  encouraging 
private  building  projects. 

Few  Commercial  Sponsors  Acti\  e 

♦  But  here  the  Government  has 
had  to  go  it  almost  single-handed 
in  the  use  of  films  to  aid  in  the 
publicizing  and  promotion  of 
Housing.  This  despite  the  fact  that 
Business  has  a  billion-dollar  stake 
in  material  sales.  Except  for  Johns- 
Manvillc.  Republic  Steel.  .American 
Brass  and  a  very  few  other  com- 
mercial sponsors  the  field  of  films 
for  creating  public  interest  in  mod- 
ern homes  is  practically  untouched. 
The  Federal  Housing  Adminis- 
tration has  produced  two  Tech- 
nicolor shorts  in  the  past  year  for 
theatrical  distribution.  The  first  of 
these  was  exhibited  in  12.000  of 
the  16.000  theaters  in  the  country. 
The  first.  Miraclt's  of  Motlerniza- 
lion,  portrayed  the  methods  of  im- 
proving and  preserving  home  prop- 
erties. The  latest.  Homes  of  Today. 
is  also  in  Technicolor  and  is  now- 


being  circulated  to  theaters.  This 
picture  aims  to  show  the  public  the 
advantages  of  home  building  and 
buying  under  Titles  I  and  II  of  the 
National  Housing  Act. 

Of  an  entirely  different  character 
is  the  documentary  film  Housing  in 
Our  Time  produced  by  the  United 
States  Housing  Authority.  This  pic- 
ture grimly  reviews  the  slum  con- 
ditions of  small  town  and  metro- 
politan centers  and  "makes  real  the 
nature  of  the  struggle  that  millions 
of  Americans  must  carry  on  to 
maintain  self-respect  and  create  a 
home  in  slum  dwellings  .  .  .  the 
second  half  of  the  film  tells  how 
the  local  housing  authority  func- 
tions in  cooperation  with  the  USHA. 
The  film  follows  a  project  from 
the  granting  of  a  loan  by  the 
USHA.  through  demolition  and 
construction,  to  occupancy.  It 
analyses  the  benefits  of  public 
housing  to  labor,  to  industry,  and 
to  the  taxpayer." 

♦  Some  building  suppliers  and 
contractors  have  protested  that  the 


FHA  film.  Homes  of  Today,  pre- 
sents a  somewhat  untrue  picture  of 
housing  possibilities  because  it 
features  California  construction  but 
these  objections  will  not  loom  very 
large  to  the  Public.  The  theatre- 
goer can  see  in  this  pictorial  rec- 
ord of  modern  home  building  the 
realization  of  his  or  her  dreams  of 
a  home.  The  houses  shown  are  de- 
signed to  fit  the  pocketbooks  of 
small  income  families  earning  from 
$900  to  $1,500.  The  payments  to 
principal  and  interest  on  some  of 
these  houses  may  be  as  little  as 
sixty-five  cents  a  day. 

Reviewing  the  FHA  Films 

♦  Many  types  of  architecture  and 
planning  are  represented  in  Homes 
of  Today.  They  conform,  however, 
in  being  modern,  well-designed 
houses  that  any  prospective  home 
owner  would  be  interested  in  com- 
paring with  his  own  plans.  Char- 
acteristic of  the  planning  of  these 
houses  is  the  accent  placed  on 
{Please  turn  to  ne.xl  page) 


jvoa/ 

MODERNIZATION 
MAGIC 


k 


Belozc:  one  of  the  sittigcsted  theatre- 
front  promotion  layouts  in  connect  ion 
icith  the  FHA  film  proiiram.  At  rii/ht : 
before  oml  after  scenes  from  the  FHA 
film  "Miracles  of  Modernisation." 


NUMBICK 


1940 


it.n/ifinanl  jrotn  llir  previous  pa^r) 
eliniinalitij;;  waste  steps  and  motion 
wliili'  still  allowing  for  ample 
spaee  and  adequate  closet  and  stor- 
age room. 

Miraclrx  of  Modernization  also 
lienefits  from  the  romantic  hues 
of  tile  Technicolor  process.  The 
film  opens  with  spectacular  shots 
of  the  New  York  \^'orld"s  Fair: 
shows  the  Federal  liuilding  and  the 
Governments  housing  exhibit. 

In  another  sequence  outstanding 
examples  of  exterior  modernization 
are  shown.  Reroofing.  screening, 
landscaping,  and  painting  illustrate 
how  a  typical  old  home  can  be 
modernized.  A  third  sequence 
stresses  interior  modernization  and 
the  use  of  color.  It  features  the 
evolution  of  old-fashioned  kitchens 
into  modern  ones  and  the  transition 
of  gloomy,  storage-cluttered  base- 
ments into  airy  and  healthful  recre- 
ation rooms. 

Whatever  may  be  said  about 
these  pictures  from  the  point  of 
view  of  technical  accuracy — their 
function  was  the  awakening  of  in- 
terest and  desire  in  the  man  on 
the  street  and  the  re-establishment 
of  bis  confidence  in  the  idea  of 
home  building.  As  such,  these 
films  have  undoubtedly  contributed 
a  great  deal  to  the  basic  stimula- 
tion of  business.  It  seems  to  remain 
now  for  Business  itself  to  pick 
up  the  torch  and  carry  on.  Par- 
ticularly is  this  important  since 
the  FHA's  completion  of  its  present 
program     of     housing     promotion. 

Jolins-Manville  Films 

.-)    brirl   rciicu'   of  the   activity   of 
one  building  iniluslry  sponsor: 

♦  In  1935.  the  Johns-Manville 
Company  sponsored  the  first  sound 
movie  pertaining  to  the  building 
industry.  The  title  of  it  was  Be- 
fore and  After;  it  was  a  dramatic 
story  about  the  re-modeling  of  a 
house  and  designed  for  both  con- 
sumer and  dealer  showings.  The 
following  year  another  dramatic 
presentation  was  produced  of  a  new 
house  in  Westchester.  It  told  a 
story  of  a  young  couple  building  a 
new  home  and  their  trials  and  ulti- 
mate satisfaction  and  happiness: 
the  title  of  this  was  The  Forty  Point 
Home. 

In  1937.  another  picture  was 
made  which  was  more  or  less  a 
combination  of  the  previous  two: 
its   title   was  The   House   That   Ann 


l.cll.  In/'  III  Imltom:  rcl<ri-scnliilivi- 
st'cues  and  jtusimilcs  of  firomolioital 
hnnlelrls  issued  hy  Johits-AIainiitlc  in 
t-nniu'ction  leitti  its  flm  proijrani  "Hi'iil 
and  Its  Ciinlrol"  was  t"'"dnci'il  hy 
Caravet  Films,  Inc.;  tlic  others  in  llic 
si'ries  Ti'i'rr   finidiircil   hy   l.nllicr   Reed- 


THK    PIBLM     WANTS 

•  To  a  national  nianafaeturer 
of  huildinf,  materials,  hu.iiiness 
Screen  safiges/s  the  sponsorship 
of  a  new  housinf;  picture  based 
on  localized  building  problems 
and  containing  contributions  by 
local  architects.  The  distribution 
possibilities  are  most  attractive: 
local  contractors,  material  deal- 
ers, architects  and  real  estate 
companies  might  use  such  a  p'c- 


1S¥A\    UmSlJSU    FILMS 

tare  as  the  theme  of  a  local 
Housing  II  eek.  Publicity  in  local 
newspapers,  cooperative  advertis- 
ing and  other  apparent  advan- 
tages of  goodwill  and  actual 
.sales  results  make  this  idea  well 
worth  the  thoughtful  considera- 
tion of  some  enterprising  build- 
ing materials  producer — or  for 
more  than  one  for  that  matter. 
—  The  Editors. 


Built.  \^hile  Anns  parents  are 
away  on  a  vacation,  she  undertakes 
to  re-model  their  home  with  the 
assistance  of  a  rising  young  archi- 
tect: things  work  out  so  success- 
fully in  many  W'ays  that  she  and  the 
young  architect  follow  their  re- 
modeling job  with  a  new  home  of 
their  own. 

All  these  pictures  were  .shown  to 
dealers,  clubs,  fraternal  organiza- 
tions, but  the  latter  picture  has  also 
had  about  fifty  theatrical  showings, 
which  is  quite  unusual  for  such  a 
long  (45  minutes)  and  outright 
"commercial." 

Two  Insi'lation  Pictlires  Made 
♦  In  the  spring  of  1939.  two  pic- 
tures were  made,  both  on  the  sub- 
ject of  insulation,  and  both  very 
similar  to  each  other.  The  reason 
for  the  two  versions  seems  to  have 
been  to  keep  up  the  interest  of  the 
salesman  in  the  visual  idea;  thus 
after  seeing  the  same  picture  about 
fifty  times,  he  could  obtain  use  of 
the  second  version. 

The  title  of  the  first  version  is. 
W  hen  Winter  Comes,  and  the  sec- 
ond. Comfort  That  Pays  For  Itself. 
These  pictures  are  never  used  for 
canvassing,   only   for  "'closing.' 

The  prospect  is  brought  around 
to  the  point  of  being  definitely  in- 
terested, then  the  salesman  brings 
over  the  picture  some  night  and 
shows  it  to  the  entire  family  (and 
neighbors,  too.  sometimes).  Often 
on  the  strength  of  the  showing  the 
sale  may  be  closed  right  on  the  spot. 

the  I'hUtifi  Carey  Cenilnrny,  tecll- 
tntiiien  in  the  roofini]  fichi ,  recently  pro- 
duced 11  Icinithy  slide  film  for  its  dealer 
oriiiiiiizntion.        ihidiislriid      Pictures.) 


♦  Each  unit  of  the  Home  Insulation 
Sales  Company  has  at  least  one  and 
sometimes  more  sound  jjrojectors; 
the  various  salesmen  take  turns  in 
using  the  ecpiipment.  J-M  has  found 
that  their  salesmen  are  quite  adept 
in  operating  and  maintaining  the 
prints  and  equipment,  very  little 
trouble  of  any  sort  is  experienced. 
The  company  maintains  100  sound 
projectors  and  50  sound-slide  ma- 
chines  in    the   various   branches. 

Another  picture,  slightly  more 
institutional  than  any  of  the  others 
was  also  made  last  year.  .March  of 
Progress  in  the  Building  Industry 
This  was  primarily  shown  to  deal- 
ers, but  is  now  also  being  used  for 
club  showing. 

Also  Use  Soind  Slide  Films 

♦  Various  sound-slide  films  have 
been  made  in  the  past  two  years: 
The  Farm  Market  tells  the  dealers 
that  the  farm  market  is  rich  and 
inviting.  .4  New  and  More  Beauti- 
ful Insulating  Board,  tells  about 
the  company's  new  insulating 
board  factory  in  Jarretl,  Va.  This 
slide-film  was  produced  to  quicken 
the  immediate  sale  (to  dealers!  of 
the  company's  insulating  board. 

Time  to  Talk  Time  is  a  picture 
for  dealers  about  the  great  possi- 
bilities of  time  payment  for  build- 
ing materials,  the  FHA  plan,  etc. 
This  was  made  to  inform  many 
people  who  did  not  realize  that  it 
was  just  as  easy  to  re-model  and 
build  new  on  time  payments  as  it  is 
to  buy  an  automobile  on  credit. 

"The  Story  of  ti  House"  sponsored  hy 
the  Pnhlic  .S'crvicc  Co.  (A'ac  Jersey) 
zvas  a  prizc-zvinninij  motion  picture 
conlrihution  to  the  field  of  home  mod- 
ernization, i  .-Utdio  Priiditclious.) 


liUSlNESS     SCUKKN 


Scene  from   the   Johtis-.\faniiUe  slide  film  "Time   to   Talk    Time"    (Jam  Handy) 


I 'eaters  learn  ho 


■'lerincaliio!  ioisniess  m  "lime  to  lalk   lime 


Other  Blildinc  Film  Sponsors 

♦  Many  other  suppliers  of  basic 
building  materials,  plumbing  and 
roofing  have  made  good  use  of  the 
film  medium.  Tyjiical  of  these  are 
the  three-semi-technical  soimd  films 
of  the  Lone  Star  Cement  Company. 
Heavy  Duly  Floors.  Better  Cement 
Makes  Belter  Concrete,  and  Cuttinji 
Costs  in  Concrete  Frame  Erection. 
As  the  titles  suggest,  these  are 
^liown  to  technical  groups  for  the 
most  part.  Supervision  of  the  pic- 
tures for  the  Company  was  under- 
taken by  Chowan  &  Dengler  adver- 
ti>ing  agency.  Each  divisional  of- 
Im  !■  has  a  sound  projector  and  Lone 
~-iar  .salesmen  put  on  the  shows 
"hen  requested.  The  latest  Lone 
^tar  film  Keeping  Pace  With 
I'ra^ress  is  largely  non-technical. 

Su.ES  Training  With  Si.idf.fii.ms 

♦  In  the  roofing  field.  Bird  and  Son 
and  the  Tilo  Roofing  Company  have 
made  good  use  of  sound  slidefilms. 
These  are  for  dealer  education  and 
~ales  training.  Bird  and  Son.  as 
one  of  the  world's  largest  manufac- 
turers of  building  materials,  uses 
this  comprehensive  dealer  educa- 
tional program  to  show  installation 
and  application  of  the  product,  and 
liiially  to   show   the  dealer   how    to 

rash   in"    on    profits   through    im- 
|iioved  selling  technique.      Anollier 


PRODUCER? 
DISTRIBUTION? 


SEE    PAGES    24.    :i2.    .4!\n    :i4 

lllllllllllllllllllllllllllllllllllllltllllllllllltlllllllllllllllllllllllllllllllllllllllllllllllll 


use  is  that  of  institutional  goodwill 
building.  Altogether  seven  slide- 
films  have  been  made  in  the  last 
two  years  on  both  the  roofing  and 
the  floor  covering  lines. 

Tilo  has  also  u.sed  two  recent 
slidefilm  programs  and  has 
equipped  each  of  its  twenty  sales 
offices  with  projectors.  These  pro- 
ductions are  intended  solely  for  the 
training  of  the  Company's  own 
salesmen  since  it  has  no  dealer 
problem. 

Films   in  the   Limber   Field 

♦  A  number  of  programs  have 
lieen  used  by  sponsors  in  the  lum- 
ber industry.  The  'W-minute  .sound 
motion  picture  of  the  \^  eyerhaeuser 
Sales  (Company.  Let's  Build  To- 
gether, is  directed  to  the  building 
trades.  It  shows  what  Weyer- 
haeuser has  done  to  help  the  prog- 
ress of  the  building  trades  and  goes 
into  considerable  detail  on  how  "4 
Square"  lumber,  the  Company's 
advertised  product,  is  used  on  the 
joli  with  many  excellent  advantages. 

Home  of  the  K  ooden  Soldiers 
and  Here's  How  issued  by  the  Red 
Odar  Shingle  Bureau  are  movies 
intended  for  public  showing.  In 
this  same  \^  estern  field,  the  Doug- 
las Fir  Plywood  .Association  has 
s[)onsorefl  The  Manufacture  of 
Douglas  Fir  I'lyuood  and  the 
Western  Pine  .Association  offers 
Harvesting  the  Western  Pine  for 
group  showings.  Forest  Treasures. 
issued  h\  the  V  eneer  .Association, 
has  a  similar  feeling  as  has  The 
Romance  of  Mahogany  sponsored 
by    the  Mahogany  Assn. 

P\iNT  AND  Varnish  Sponsors 

♦  Harlon  and  Goodman.  Belleville. 
N.  J.,  brush  makers,  have  taken  the 
commonplace  story  of  paint  brush 
manufacture  to  the  painting  and 
decorating  contractors  and   dealers 


who  are  their  customers.  In  Good 
Brush  Making,  a  1600-foot  silent 
motion  picture,  the  Company  has  a 
valuable  sales  aid  which  it  uses  to 
train  dealers'  and  jobbers'  sales 
forces.  Other  pictures  such  as  The 
Romance  of  Paint  and  Varnish. 
{  National  Paint.  Varnish  &  Lacquer 
Association  I.  Modern  Methods  of 
Paint  Production.  (.Armstrong 
Paint  I  The  Story  of  Duco  and 
Dulux  iDuPont)  and  Bakelite's 
Science  Saves  the  Surface  also  of- 
fer a  sales  educational  theme. 

Heating  and  Plumbing  Films 
*  The  Crane  Company's  motion 
picture.  Flow,  is  being  generally 
circulated  for  public  group  show- 
ings through  the  facilities  of  the 
Motion  Picture  Bureau.  This  film 
shows  the  manufacture  of  Crane 
valves  and  their  widespread  use 
from  the  control  of  water  falls  to 
the  home  bathtub.  Crane  has  also 
used  many  sound  slidefilms  for 
sales  training.  Of  more  direct  nature 
are  The  Secret  Sins  of  Sanitation 
which  shows  the  hazards  of  faull\ 
plumbing  and  the  Hajoca  Corpora- 
tion's The  Making  of  Brass  If  ork 
and  the  Evolution  of  a  Bathroom. 
Designs  for  Better  Living  issued  by 
the  Plumbing  \^are  Division  of  the 
Briggs  Manufacturing  Company  is 
shown  to  architects,  builders  and 
plumbers. 

The  heating  field  includes  a  new 
sponsor  in  the  Mueller  Furnace 
Company  of  Milwaukee.  The  Hard 
If  ay.  issued  by  the  Company  is  no\\ 
being  shown  to  dealers  nationally. 
Slidefilms  for  Stokol.  Williamson 
Heater.  The  Iron  Fireman  Company 
and  the  Williams  Oil-0-Matic  Heat- 
ing Corporation  illustrate  the  ap- 
plication of  this  medium  as  a  home 
demonstration  and  sales  training 
device.       (Company     representatives 


find  the  sound  slidefilm  invaluable 
in  giving  prospects  an  adequate 
demonstration     of     modern     units. 

St  MMARY  OF  Other  Uses 
♦  In  summary,  such  films  as  Cer- 
tainteed's  Play  Day  for  Plasterers 
I  one-reel,  silent)  and  the  many  pic- 
lures  issued  by  public  utilities 
should  be  mentioned.  Of  these  lat- 
ter, the  Public  Service  Company  of 
New  Jersey  has  issued  one  of  the 
best  in  Story  of  a  House  which  won 
a  public  utilities  prize.  The  Amer- 
ican Brass  Company's  House  of 
Dreams,  a  one  reel  sound  film  on 
the  use  of  permanent  materials  in 
the  metal  phase  of  home  construc- 
tion, is  being  distributed  by  the 
Motion  Picture  Bureau  and  is  also 
being  shown  by  Company  repre- 
sentatives to  any  groups  interested. 

The  leaflet  cover  (belme)  tells  the 
story  of  .4nteriean  Brass  Comfiany\f 
honsinei  film.  "The  House  of  Dreams." 


\l  MBER    FniH 


10  in 


II 


THE  ECONOMICAL  WAY 

TO  GET 

MASS  CIRCULATION 

FOR  YOUR 
BUSINESS  FILMS 


FIGURES  LIKE  THESE  TELL  THE  STORY: 
For  a  Mofor  Cor  Monufocfurer 

2I(   Prints  for    IM9 
11.598   SHOWINGS   to    1.721,713    PERSONS 

For  o  Basic  Material  Manufacturer 

50   Prints   lor    H3» 
3,451   SHOWINGS  to  470.335  PERSONS 

For  a  Food  Protlucf  0/sfr)butor 

50   Prints   for    193? 
3,894  SHOWINGS  to  533.259  PERSONS 

For  o  Service  Product  Monufocturer 

l&O    Prints,    Two    Months.    1940 
1.647  SHOWINGS  to  259.747  PERSONS 

A    NATIONAL    INFORMATIONAL    PROGRAM 
SERVICE  TO  SELECTED  CONSUMER  GROUPS 


Write   for   these    stories    In    detail — Get 
Rates  and  Plons  for  YOUR  Film  Program 


MOTION  PICTURE  BUREAU 

OF  THE  Y.  M.  C.  k. 

19  SO.  LA  SALLE  ST.     351  TURK  ST. 
CHICAGO  SAN  FRANCISCO 

347  MADISON  AVE. 
NEW  YORK 


NEW!        NEW!       NEW! 


,,.rr.,.^n^i  ORIGINAL  PAINTINGS 

fj^Ci^  TRANSPARENCIES 


ARMiTRONG  STUDIES 

OF  THE  MODERN 

AMERICAN    GIRL    ARE 

IN  A  CLASS  BY 

THEMSELVES! 

With  draftsmanship  that  haj 
the  accuracy  of  the  camera 
and  a  darinq  color  initia- 
tive, Rolf  Armstronq  has 
created  qirls  whose  superla- 
tive vivacious  beauty  have 
made  them  not  only  sure 
winners  in  the  commercial 
field  but  have  set  a  stand- 
ard of  art  quality  recoq- 
niied  by  critics  and  con- 
noisseurs    everywhere, 

PROJECT  LIFE  SIZE! 

Armstrong's  beautiful  girls  in  all  their  dazzling  color 
and  vivid  reality  are  now  available  in  35mm  COLOR 
TRANSPARENCIES,  made  under  the  direction  of  the 
artist   himself. 

A  BrillinnI  and  Beautiful  Addition 
to     Your    Transparency    Colterlton 
SET    OF    FOUR    35MM    COLOR    TRANSPAR- 
ENCIES    OF     ARMSTRONG     FIGURES     NOW 
AVAILABLE   AT    Jgii 

Order  from  yttttr  dealer  or 

ARMSTRONG   SERVICE,   Dept.   R3 
551  Fifth  Ave..  New  York,  N.  Y. 

n  I     enclose     S2.      Send     four     35mm     COLOR     TRANS- 
PARENCIES   of    selected    Hgures. 
D  SEND     DESCRIPTIVE    LITERATURE    FREE. 

Name  

Address 

City  Stale 

Dealer's  Name 


THE  AUDIENCE  IS  WAITING 


[Cuiilinued  jrom  I'u^f  13) 
presenting  rural  farm  "enlertainmenls"  in 
rented  halls,  school  auditoriums.  Grange  halls 
and  the  like.  The  ""power  farming"  entertain- 
ments are  popular  among  rural  folk  and 
attendance  affords  the  sponsor  a  packed  house. 

The  types  of  pictures  offered  rural  audiences 
naturally  follow  the  types  of  selling  activity. 
Farm  equipment  manufacturers  naturally  lead 
with  International  Harvester.  Deere  &  Company. 
J.  I.  Case.  Caterpillar  and  one  or  two  others  in 
the  vanguard.  Of  these,  the  Harvester  programs 
have  the  longest  continuous  record.  Today 
Harvester  believes  in  the  film  entertainments 
more  than  ever  before.  Footage  made  in  the 
South  affords  added  entertainment  for  Northern 
showings  in  addition  to  such  special  subjects 
as  are  now  being  produced  for  outright  enter- 
tainment only. 

With  the  exception  of  Ralston  (chick  feeds) 
and  such  organizations  as  Keystone  Sleel  & 
Wire,  no  organization  has  been  more  active 
outside  the  equipment  field  than  Sears  Roebuck 
&  Company.  Sears  has  spon.sored  programs 
which  have  been  of  great  public  relations  value. 
Under  the  4-H  Flag  has  been  accepted  with 
enthusiasm  and  gratitude  by  rural  groujts 
wherever  shown.  This  is  undoubtedly  true.  also. 
of  the  Future  Farmers  organization  film.  The 
Green  Hand.  The  many  thousands  who  braved 
rain  and  cold  to  attend  the  recent  Georgia 
premiere  should  offer  a  great  inspiration  to  a 
sponsor  with  similar  aims. 

What  Films  Are  Needed? 
♦   The   same    type   of   subject   matter   on    basic 
topics  of  Americanism  as  those  which  would  be 
welcomed  by  his  urban  cousin  would  be  appre- 
ciated by  rural  audiences. 

There  might  also  be  a  series  of  modern  farm 
subjects  such  as  the  public  utilities  should  spon- 
sor. Electrification  progress  indicates  further 
basis  for  this.  Next  in  importance  would  be  an 
educational  series  on  scientific  farming,  perhaps 
based   on   the  short-course  idea. 

For  the  rest:  study  the  needs  of  our  farm 
population,  economically  and  socially,  and 
you'll  find  both  the  need  for  information  and 
the  desire  to  know.  It's  up  to  the  sponsor — the 
audience   is  waiting! 


Choosing  a  Producer  ? 

GET  PRODUCTION 
FACTS  &  FIGURES 

from  the  Studioi  of 

BURTON  HOLMES 
FILMS 

Complete  Professional 
STUDIO  &  LABORATORy 
FACILITIES  &  EQUIPMENT 

RCA  Ultra  ■  Violet  Recording 

Burton  Holmes  Films,  Inc. 

7510  No.  Ashland  Ave.  Chicago 
Telephone     Rosen     Park     5056 


PICTORIAL    CREDITS 

Business  Screen  is  indebted  to  the  follo-H'iiici 

oiiiaiii:alioiis  for  pictures  affearing  in   this 

current  issue: 

Page  11:    The   J^enard  Oriiauization. 

Pace  12:  7"/ir?  Jam  Handy  Organization; 
Standard  Oil  Company  (Indiana)  (audi- 
ence panorama). 

Page  14:  Maxon,  Inc.:  Hotpoint  &  Wilding 
Picture  Productions. 

Pace  17:  Armstrong  Cork  Co.  &  li'est 
Coast  Sound  Studios.  Neti'  York  City. 

P.\GE  18-19:  Carnegie  Steel;  H.  J.  Heinz 
(IVilding)  Masland  (.4udio  Productions) 
i'enard  Organisation  Standard  Oil  Co. 
(Indiana)    Wilding  Pic.  Prod. 

Pace  20:  Baltimore  &  Ohio  R.  R.  (Loucks 
&  .Marling):  Deere  (IVilding):  Standard 
Oil  (Calif.)  Doivling  &  Brotcnell.  Finland 
Fights:    (Emerson   Yorke). 

Page  21  :    Federal  Housing  Administratinn. 

Page  22 :  Johns  Manville  Corp. ;  Caravel 
Films,  Inc.  Luther  Reed.  The  Jam  Handy 
Organization   (P,  23), 


1 

A. 

1 

[IRAVEI^^^CREE^ 

A  CHAIN  IS  NO  STRONGER 
THAN  ITS  WEAKEST  LINK 

MttT  yiiur  (liclure  hus  br«^n  iiiu<le— al  an  px|»pn»* 
thai    rrequenlU    run-    into    munv    thousand-    of   Hollar*. 

it    would    be    inronreivabU    fully    to    project    it    on    an 

inferior  Hi-reen.  It  Mould  be  quite  analo^ouh  were 
a  printer  to  re|iro<lure  a  hne,  ekpen»ive  halftone  en- 
KTuvinu  cm  a  rbeap,  unrouled  paper  Hlork.  The 
primer    knov..    better.       It    Nimply    isn't    done. 

In  Ihe  demonstration  of  Home  Movies  to  pro-pe«- 
tive  I'lienlh,  (lihcrlniinatinK  dealern  prefer  the  use  of 
Ka%en  Halftone  Srreen>>.  Their  unique  and  patented 
texture  brinKi^  oui  all  the  virtue-.,  inherent  in  the 
film:  in  the  Cavalrade  of  Color  at  the  \(  orlHV 
Fair,  the  Kaoiman  kodnk  Company  nelected  a  hiniilur 
profe>->ional  Itaven  Screen  to  portray  the  superb, 
(hromalir     efTects     of     their     eporh-muking     production. 

More  expensive  than  other  screens,  the  initial  out- 
lay fur  a  llaten  Halftone  Screen  will  be  quickly  ab- 
xorbei)  by  the  imreased  percentage  of  nales  that  will 
result     from     a     finer     presentation     of     your     product. 

/.il«T(iIiirt>      desrrihiniz      a       uiffe       inriety      of 
in.Kl.-ly.    '.>'  =  ('.>    nnd    .<rr(>fn    /(i/>ri<>    on    rctfUC.W. 

A  PICTURE  NO  BETTER  THAN  THE 
SCREEN  ON  WHICH  IT  IS  PROJECTED 

RAVEN  SCREEN 

314  It    EAST    3Sth    STREET 


CORPORATION 

NEW      YORK     CITY 


[24] 


Business   Scrkkv 


See  the  exclusive  features  which  put  this  simplified 
sales  making  unit  YEARS  AHEAD! 


Built  by  the  company  with  the  world's  great- 
est experience  in  sound  recording  and 
reproduction  —  the  company  that  not  only 
makes  the  sound  recording  equipment  used 
by  Hollywood  studios,  but  also  the  RCA 
Photophone  Magic  Voice  of  the  Screen 
reproducing  equipment  now  in  thousands 


of  theatres — this  new  16  mm.  sound  film 
projector  gives  you  performance,  conve- 
nience and  ease  of  operation  that  mark  it 
the  finest  equipment  of  its  type  ever  made! 
Yet  the  low  price  is  within  reach  of  every 
business  organization !  For  finer  sound  system 
perjormance .  .  .  use  RCA  Tubes. 


K^J^?1^ 


1.  BETTER,  MORE   BRILLIANT   PROJECTION. 

This  projector  uses  a  specially  designed 
optical  system  and  large  objective  lens 
(f.1.65)  which  provides  10  to  20' ,  greater 
screen  illumination  with  7  50  watt  lamp. 

2.  BETTER,  SIMPLER  THREADING.  With 
threading  line  cast  on  projection  block, 
this  projector  is  as  easy  to  thread  as  silent 
equipment.  Has  large  16-tooth  sprockets 
which  engage  four  to  five  sprocket  holes, 
increasing  life  of  films. 

3.  BETTER,  MORE  EFFICIENT  COOLING.  Blow- 
er scroll  in  this  compartment  cools  lamp, 
amplifier  and  aperture  gate.  Lamphouse  is 
only  slightly  warm  while  projector  is 
operating,  thus  increasing  lamp  life.  Lamp 
may  be  quickly  and  easily  removed. 

4.  BETTER  REEL  TAKE-UP  AND  REWIND.  This 

is  an  exclusive  RCA  feature.  Separate  mo- 
tor eliminates  spring  belts,  assures  equal 
tension  on  400,  800,  1200  and  1600-foot 
reels.  Reel  rewind  is  simple  and  rapid. 

5.  BETTER  EQUALIZATION.  The  film  take-up 
equalizer,  between  take-up  reel  and  lower 
sprocket,  greatly  reduces  magnitude  of 
jerks  and  uneven  pull  of  reel. 

6.  BETTER  CONVENIENCE.  The  sound  opti- 
cal units  are  mounted  on  single  casting 
with  swinging  bracket  for  easy  cleaning. 
Exciter  lamp   may  be  quickly  changed. 

7.  BETTER  OPERATING  EASE.  All  controls 
conveniently  located  and  grouped  for 
easy  operation.  Loss  of  film  loop  quickly 
adjusted  without  stopping  projector. 

8.  BETTER  INPUT  PERFORMANCE.  Input  jack 
permits  use  of  high  impedance  micro- 
phone or  Victrola  attachment  with  mag- 
netic or  crystal  pick-up.  Speech  input  may 
be  used  with  either  sound  or  silent  films. 

9.  BETTER  REPRODUCTION.        10.  BETTER  FRAMING. 

11.  BETTER  TONE.  12.  BETTER  ACCESSIBILITY. 

13.  BETTER  VERSATILITY.     14.  BETTER  LUBRICATION. 

15.  BETTER  LAMP  SERVICE. 

16.  BETTER  PORTABILITY. 

Trademarks  "RCA  Victor,"  "Viarola"  Reg.  U.  S.  Pat. 
Off.  by  RCA  Manufacturing  Co.,  Inc. 


Projector. 


^^z^ 


I 


AUDIO-VISUAL  SERVICE 

Educational  Dept.,  RCA  Mfg.  Co.,  Inc.,  Camden,  N.  J.  •  A  Service  of  the  Radio  Corp.  of  America 


G  1  should  like  a  demonscranon^ 


Number  Four 


1940 


[25] 


^  »  NEWS  AND 

NOTES  ON 
EQUIPMENT   DEVELOPMENT 


•  Latest  inno\atkjn  in  the  field 
of  continuous  projection  equipment 
for  slidefilms  is  the  DeHaven  Icon- 
ovisor  now  offered  by  Marks  & 
Fuller,  Rochester,  for  national  de- 
livery. Successfully  demonstrated 
in  the  Prevue  Theatre  of  Business 
Screen  early  this  month,  the  Icon- 
ovisor  very  apparently  has  what 
it  takes  to  give  advertisers  an  eco- 
nomical and  dependable  unit  for 
ihc  projection  of  still  pictures. 

The  working  mechanism  is  ap- 
parently almost  fool-proof  so  should 
give  little  or  no  operating  trouble. 
The  projected  scenes  can  be  as 
large  as  the  200-watt  S.V.E.  cus- 
tomarily permits.  Approximately 
40  frames  can  be  carried  in  a  con- 
tinuous strip  or  a  great  many  more 
(up  to  350)  on  a  rewinding  ar- 
rangement. The  projector  can  be 
easily  synchronized  with  an  accom- 
panying turntable  if  sound  is  de- 
sired. First  national  customer  re- 
ported is  Levy  Brothers  and  Adler- 
Hochester,  Inc..  of  Rochester.  N.  Y.. 
clothing  manufacturers,  who  plan 
Lo  use  11  units  for  salesmen  and 
consumer  showings  of  full-color 
subjects. 

Change  lo  Knuni  Art-  Projector 

♦  H.  J.  Heinz  Company  will  use  a 
DeVry  16mm  Arc  Lamp  projector 
at  the  Heinz  Pier  showings  of  the 
(Company's  new  feature.  Yesterday. 
Today  and  Tomorrow.  The  switch 
from  a  .35mm  projector  will  give 
the  exhibitor  the  advantage  of  a 
continuous  4.000  foot  showing  of 
16mm  film,  the  equivalent  of  10.- 
000  feet  of  35mm.  The  light 
source   is   capable    of   providing   a 

77jt*  new  diagoiuil  B  &  H  si^licc  gives 
more    .'!lreii(jlh,    is    less    notieeablc. 


21-fuot  image  with  a  thiow  of  125 
feet  or  more.  This  is  far  beyond 
the  capacities  of  the  ordinary 
16mm  sound  projector  but  with  a 
cpiality  of  sound  and  illumination 
hardly  distinguishable  from  the 
35mm  theatrical  unit. 

Motion  Study  Film  Equipment 

•  \^  ITH  TIME  AND  MOTION  study  be- 
coming of  increasing  importance  to 
the  industrialist,  and  with  motion 
pictures  assuming  a  major  role  in 
this  study  of  operations  and  meth- 
ods. Bell  &  Howell  announces  that 
it  is  prepared  to  equip  with  spe- 
cial micro-motion  speed  dials  any 
of  its  Filmo  70  16  mm.  Cameras  or 
Filmo  8  mm.  Cameras  operating 
in  the  16  to  64  speed  range. 

Motion  study  experts  use  the 
metric  system,  with  the  minute  as 
the  unit  of  time.  Therefore.  Bell 
&  Howell  cameras  equipped  for  this 
work  have  micro-motion  speed  dials 
calibrated  to  operate  the  instruments 
al  500,  1.000,  2.000.  3.000.  and 
1.000  frames  per  minute,  instead  of 
the  conventional  '"per-second"  cali- 
brations. Two  types  of  dials  are 
available — one  graduated  exclusive- 
ly for  micro-motion  work,  and  the 
other  calibrated  both  for  these  spe- 
cial speeds  and  for  conventional 
camera  speeds. 

In  analyzing  micro-motion  pic- 
tures, each  frame  is  viewed  as  a 
"still,"  and  it  is  necessary  to  deter- 
mine accurately  the  number  of 
frames  in  each  analytical  sequence. 
Therefore,  there  must  be  some  con- 
venient method  of  moving  the  film 
through  the  projector  one  frame  al 
a  time.  Although  this  is  easily  ac- 
complished on  standard  Filmo  pro- 


jectors sim|)ly  b)'  turning  the  hand- 
selling knob.  Bell  &  Howell  is  prci- 
\  Iding  a  special  frame  counler  and 
hand  crank,  which  may  be  attached 
lo  any  8  or  16  mm.  silent  Filmo 
projector.  It  is  instantly  disen- 
gaged, for  regular  projection. 

To  illustrate,  if  a  factory  opera- 
tion were  filmed  at  1.000  frames 
per  minute,  and  if  the  projector 
operator      cranked      through      100 


frames  lo  complete  the  operation 
on  the  screen,  it  is  obvious  that 
llie  operalion  reipiired  Yi,,  of  a 
minute  lo  perform.  That  is  the  in- 
formation the  time  and  motion 
study  expert  wants. 

For  further  information  on  Filmo 
camera  and  projector  adaptations 
to  micro-motion  work,  write  the  Bell 
&  Howell  Company,  1801  Larch- 
mont  Avenue.  Chicago.  Illinois. 


Lens  Coating  Increases  Brilliance  of  Screen  Image 


•  The  first  commercial  applica- 
lion  of  a  special  film  coating  to  in- 
crease the  light  transmission  of 
lenses  has  just  been  completed  with 
the  delivery  of  new  projection 
lenses  to  twenty-five  Loew  theatres 
in  the  larger  cities.  Lester  B.  Isaac. 
Director  of  Projection  and  Sound 
for  Loeu's  Theatres,  ordered  the 
new  lenses  for  the  first  showing  of 
Gone  W  ilh  the  II  ind  after  exhaus- 
tive tests  by  Bausch  &  Lomb  had 
disclosed  that  screen  illumination 
could  be  stepped  up  from  15%  to 
40%  depending  upon  the  type  and 
focal  length  of  the  lens  used. 

Marked  improvement  in  image 
contrast  and  sharpness  of  focus 
has  been  reported  by  Rochester  pro- 
jectionists who  have  been  testing 
the  new  lenses. 

Officials  of  Bausch  &  Lomb  said 
that  the  new  lenses  have  been  made 
availalde  in  advance  of  their  sched- 
uled date  of  introduction  in  order 
to  aid  Loew's  in  securing  greater 
screen  brilliancy  for  the  technicolor 
production  of  Gone  W  ith  the  If  ind. 

Bausch  &  Lomb  combines  two 
processes  in  its  method  of  produc- 
ing non-reflecting  lens  surfaces, 
both  having  the  same  effect  but 
differing  in  principle.  While  the 
inner  glass-air  surfaces  are  coated 
with  a  metallic  fluoride,  the  outer 
surface  is  subjected  to  a  corrosive 
process  in  which  oxides  of  high 
refractive  index  are  removed  from 
the  surface  leaving  a  thin  structure 
of  silica. 

In  each  case  the  coaling  is  held 


.U, 


re  Hum  2.000  Del'ry  Model  G  projeelors  (silent)  have  been  active  in 
adverti.'iing  for  one  prominent  national  mannfaeturer. 


to  a  thickness  of  a  quarter  of  a 
wavelength  of  light.  Since  both  the 
film  and  the  lens  reflect  light  it  is 
necessary  that  the  crests  of  the 
waves  from  one  beam  shall  fall 
into  the  troughs  of  the  other.  Thus 
being  out  of  phase  the  waves  neu- 
tralize each  other  and  reflection  is 
eliminated.  The  missing  radiation 
reappears  in  the  transmitted  beam 
which  may  contain  as  much  as  99.6 
per  cent  of  the  original   radiation. 

\^  hen  a  beam  of  light  falls  per- 
pendicularly upon  a  glass-air  sur- 
face from  four  to  five  per  cent  of 
the  light  is  lost  by  reflection  at  each 
surface,  the  precise  amount  depend- 
ing upon  the  color  of  the  light  and 
the  type  of  glass  used.  A  crown 
glass-air  surface  reflects  about  four 
per  cent  of  incident  light,  whereas 
a  flint  glass-air  surface  reflects  six 
per  cent.  The  transmission  in  the 
first  glass  is  92  per  cent;  in  the 
second  88  per  cent.  The  Bausch  & 
Lomb  Super-Cinephor  with  its  high 
aperture  and  the  new  glasses  de- 
veloped for  several  elements  will 
have  its  light  tran.smission  in- 
creased by  approximately  forty  per 
cent,  something  of  a  revolutionary 
factor  in  projection  optics. 

Officials  of  the  company  stated 
that  the  new  processes  would 
eventually  be  applied  to  a  number 
of  instruments  but  that  present  pro- 
duction plans  would  be  limited  to 
a  few  in  which  complex  lens  sys- 
tems promise  a  great  increase  in 
light  transmission  by  the  reduction 
of  reflection. 

'/'he  neiv  DeHaven  Iconovisor,  shozi'- 
uHi    the    working    unit    ineehanism 


126] 


Business  Screen 


^  52?^  <^  D  E  V  R  Y  iJ^«^ 

•    In    addition    to    a    truly    great     16niin.    projector    and  the    famed    DeVry    3onini.    theatre    installations,    are    the 

camera      line,      engineered      with      the      same      skillful  complete  lahoratory  and  studio  departments  availahle  for 

precision   that   for   more   than   27   years  has   distinguished  the  henefit  of  commercial  and  educational  film  producers 


» ?i:tr^ 


M  O  every  industrial  film  user,  the  ingredients  of 
success  are  the  same:  theatre  quality  production  by 
competent  professional  producers  and  perfect  audi- 
ence  presentation  by  theatrical  quality  projection. 
De\  ry  projectors  have  proven  their  ability  to  assure 
ideal  screen  presentations — now  these  DeVry  Service 
facilities  are  available  to  oflFer  producers  a  helping 
liaii<l  with  consumer  film  requirenienls. 


LABORATORY  SERVICE 
Complete   facilities   for  devel- 
oping and   prinlinjs  films. 

f  thoie   for   induMrinl   film   praduc. 

DISTRIBUTION  HELPS 
Effifienl    setup    for    commer- 
cial and  educational  distribu- 
tion   throiighout     the    nation. 

ECONOMY  COUNSEL 

Our  27  years  of  proven  film 
experience  available  without 
obligation. 


SOUND  RECORDING 
Sound-proof  studio  and  equip- 
ment available  for  recordings. 

who  have  no  facilities  in  Chicago) 

RELLABLE  PRODUCTION 

We  are  in  a  position  to  rec- 
ommend the  producer  best 
suited  for  your  picture. 

PROJECTOR  SERVICE 
Instruction  and  service  facili- 
ties   in    key   cities   lliroughout 
the  United  States. 


r  -^ 


TheDeVRY  "INTERPRETER'Vepresen.s  a 

16nini  soiinil  projector  value  lliat  sets  new 
standards  for  elarily  of  pictures  and  fidelity  of 
tone.  Anion;;  its  many  a()vanta;;es  are:  Syn- 
clironiatic  Threading,  Dual  Sound  Stabilizer, 
and  new  "Film-Glide"  that  adds  years  of  life  to 
your   film.   Easy   to  carry,  to  operate,  to  buy. 


,\t»  r  sv»<»»* 


DeVRY    PROJECTORS   ARE   THE    FIRST 
CHOICE    OF    LEADING    FILM    USERS  — 

Ford    Motor    Company 
Inlernatioiial 

Harvester    Company 
Caterpillar   Tractor 

Fire<itone     Tire     & 
Rubber    Companv 

Standard  Oil  Company 

B.    F.    Goodrich    Co. 

AlliH-Chalmeri    Co. 

Bell    Telephone    Co. 

Goodyear  Tire  & 
Rubber    Co. 

American    Steel    & 
Wire 

Armelrone    Cork    Co. 

Cunard    Line 

Dollar  Line 

H.   J.    Heinz    Co. 

Minneapolis     Moline 

Pure   Oil   Company 
General  Elerirjo 
Pan-American  Airway»> 
Crowell    Publi^hingCo. 
Ruiclc  Motor    Co. 
VestinghouBe 

Electric  Co. 
Brown  &  Williamson 

Tobacco   Co. 


l^liVDI 


CORPORATION 

Factory  &  Main  Offict 

nil    ARMITAGE    AVENUE 

CHICAGO,  ILLINOIS 


HOLLYWOOD 


DeVRY   MANUFACTURES   THE   LARGEST   AND 

FINEST   LINE    OF    MOTION    PICTURE    SOUND 

EQUIPMENT  IN  THE  WORLD 


a  16m 
n  16mi 
D  16m 
Q  16m 
D    16m 


.    Sound    ProjecIorB 
Silent     Projectors 
.    Sound    Cameras 
.    Silent    Cameras 
nd   Recorders 


BOB    ELSO 

I»p\RV  COMMENTAT 
Bob  LUon"  voire  i><  kn 
millions  who  listen  to  th 
broadrsNls  of  Radio  Static 
and  the  Mutual  Broadca-ili 
tern.  E<|ually  skilled  as 
commentator,  he  often 
in  this  role  at  DeVry's 
Rerurdtni:   Sludioa. 


NORMAN    ALL 

FAMOLS  CAMERAM.' 
Hero  of  the  V.S.S.  Pana; 
reel*  and  other  cam* 
ventures  for  Universal  IS 
is  shown  here  with  bi» 
DeVry     35mm.     Sound     Re 


REV.  T.  R.  JACK 

TRAVELER    A>'D    LECTt 

Shown      here       with       hi« 

16mm.   Sound   Recording  i 

The     Reverend     recenlU     r 

with    over    10,000    feet   of 

color   pictures    taken   in  Pa 

His       first       film       releaee. 

Promised     Land,"     is     no*» 

able    for   showings. 

r~|   Spring  Steel  Reels 


n  33mm.    Sound    Projector* 

2]  35mm.    Silent   Projectors 

_!  33mm.    Sound    Cameras 

j  35mni.     Sound    Recorders 

Q  Public    Address    Systems 

'3  Camera  &  Projector  Lenses 

nv  of  l/ie  above  products 


[*"  ^O.   2  . 


3:J5  -N.    ASliLV.Mi   AVE..    CHICAGO 


PLANT  NO.  3 1956  N.  SEMINARY  AVE..  CHICAGO 


>m\    (IFKH   K     4NI1 


nil    Ai;MllAl.E    A\L..    Cllli 


ANIMATOPHONE 


HOME 


OFFICE 


Sales  Managers  hail  VICTOR'S 
amazing  multiple-use  ^ecUu^ed. 

In  the  home,  at  the  conference  table,  at  sales 
meetings,  at  conventions,  this  one  remarkable 
sound  projector  provides  the  perfect  medium 
for  putting  across  your  sales  story  to  "3  or 
3000".  Designed  for  sales  and  industrial  work, 
the  Series  40  Victor  Animatophone  offers  a 
flexibility  and  economy  never  before  attained 
—  projects  either  silent  or  sound  film. 

Among  its  advanced  features  are:  unmatched  quality 
of  sound,  easy  portability,  perfect  freedom  from  fliclter 
even  at  "silent"  speeds.  Victor's  famous  film  protection 
and  a  host  of  others.  Series  40  complete,  ready  to  oper- 
ate,  priced   as   low   as  $275.00. 

MATCHED  ATTACHMENTS 


AUDITORIUM 


OUTDOORS 


TURNTABLE 

A  Record  Turntable  to  en- 
hance your  sound  or  silent 
pictures  with  entertaining 
music  before  or  during 
your  show.    Simply  plugs  in. 


I 


MICROPHONE 

A  Public  Address 
System  simply  by 
plugging  in  a 
microphone  for 
a  nnouncements, 
lectures,  outside 
entertainments.  Other  VIC- 
TOR Matched  Equipment 
includes  plug-Ins  of  mul- 
tiple speakers,  amplifiers, 
radio   and   recording  units. 


n  RITE   TODAY   fur    thf   n*^r    VICTOR    Catalan 
and    fatf'St    ti-nted   bttninenn    applicationit. 


VICTOR  ANIMATOGRAPH 
CORPORATION 

DAVENPORT,  IOWA,  U.S.A. 

Dislrihiilors   Throughout  the   World! 


L2!;j 


THE  NEW  FILMS 

{Continued  from  Page  181 
of   educating   retailers   on   the   best 
way.'^  of  taking  care  of  and  selling 
apple,>i  much  easier  than  it  lias  liecn 
in  the  past. 


♦  W  estchesler  County  (New  York  I 
(Children's  association  produced  a 
color  motion  picture.  J'ledge  of  Our 
Day.  for  its  25th  anniversary.  The 
picture  received  its  first  showing, 
at  tlie  Yonkers  branch  Jan.  14. 


*  A  strong  l>lug  for  the  sales-train- 
ing film  was  used  in  an  article  on 
the  well-conducted  sales  meeting  in 
Laundry  Age  in  January.  The  ar- 
ticle follows  a  half-sup])Ositious 
meeting,  following  an  actual  one  re- 
cently held.  The  film  mentioned  is 
Hoiv  to  make  a  Sale  Slay  Sold,  one 
of  the  Firing  Line  Films,  series  pro- 
vided by  Audivision.  Inc.,  New  York 
City. 

♦  Previewed  at  a  recent  sales  con- 
ference was  the  new  color  movie 
of  the  Aluminum  Goods  Manufac- 
turing Co..  of  Manitowoc  and  Two 


Kivers.  \^  is.  The  film  will  be  re- 
leased soon. 

♦  A  new  riding  film.  //  tf'islie.s 
It  ere  Horses,  made  by  Dr.  James 
Bliss,  (jnema  Laboratory  of  West- 
ern Reserve  University.  Cleveland. 
Ohio,  is  now  available  at  $.5. 00 
rental  fee  plus  postage.  It  presents 
the  four  types  of  horses  used  in 
this  country  today.  For  informa- 
tion write  Phyllis  Van  VIeet.  12 
East  Oilman  St..  Madison.  \^  is. 


♦  Jii-I  completed  is  the  Allied 
Mills.  Inc..  film.  I  itamins  on 
Parade,  for  use  before  hatcher)  men 
and  poultry  men  groups  of  all 
kinds.  The  picture,  which  was  over 
a  year  in  the  making,  was  super- 
vised by  Professors  E.  B.  Hart  and 
J.  A.  Halpin  of  the  biochemistry 
and  poultry  departments  of  the  Uni- 
lersity  of  Wisconsin.  The  film  will 
lie  available  this  fall  and  winter. 


♦  This  Business  of  Farming,  a  new 
picture  on  better  farm  management 
is  receiving  wide  showing  in  .Ala- 
bama. 


♦  Associated  Credit  Bureaus  of  America.  St. 
Louis,  recently  joined  the  National  Retail  Credit 
Association  in  the  presentation  of  a  new  28- 
minute  sound  slidefilm  Credit  —  The  Life  of 
Business,  a  general  educational  subject  for 
showing  to  business  groups  under  the  auspices 
of  the  joint  sponsors. 

SOME  TOP-RANKING    INDUSTRIALS' 

♦  Fred  R.  Cross,  .\lemite  retail  sales  manager 
for  the  Stewart-X^  arner  Corporation,  recently 
authored  his  third  commercial  sound  film  for 
that  company  in  the  past  two  years.  The  latest. 
//  Takes  More  Than  a  Recipe  to  Bake  a  Cake. 
is  a  three-reel  sales  story  in  which  an  Alemite 
dealer  learns  the  way  to  big  business  through 
his  wife's  baking.  A  top-flight  cast  features  the 
Hollywood-produced  story.  Showings  are  to 
Alemite  dealers  nationally,  putting  across  a 
new  merchandising  plan  which  the  film  presents. 

Phet ps-Dodjie   Copper  Film 

♦  .\  new  40-minute  saga  of  the  mining,  smelt- 
ing, purification  and  fabrication  processes  in 
the  production  of  copper  is  dramatically  pre- 
sented in  Copper.  From  Mine  to  Market.  H.  A. 
Staples,  vice-president  of  the  Phelps-Dodge 
Corporation  was  the  executive  in  charge. 

To  Explain  Counlerjpit  Detection 

♦  Produced  at  the  urtlcr  of  Frank  J.  \^il<on. 
chief  of  the  United  Slates  Secret  Service,  the 
sound  motion  picture  Know  Your  Money  pre- 
sents a  19-minute  explanation  of  counterfeit 
detection.  Written  and  directed  by  A.  Hazelton 
Rice,  a  Boston  agent,  the  film  will  be  shown 
nationally  through  schools.  Another  version 
based  on  the  same  title  has  been  produced  by 
Metro-Goldwyn-Mayer  for  theatrical  release  and 
a  third  has  been  produced  by  Columbia  Pic- 
tures Corp.  The  title  is  the  slogan  of  the  whole 
Secret  Service  campaign. 

Fists  Film   Traces  Industry's  Groirlh 

♦  The  Fisk  tire  division  of  the  United  States 
Rubber  Company  (Springfield.  Mass.  I  is  the 
sponsor  of  the  four-reel  subject  Pattern  for  In- 
dustry which  traces  the  growth  of  American  in- 
dustry from  the  early  days  in  the  Connecticut 
River  Valley.  Distributed  nationally  through 
the  Company's  liranches. 


PROJECTION  SERVICE 


^■"^■^  A  COMPLETE  ^^^"^^ 
MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theatrical  pic- 
tures. The  non-theatrical  service  includes  supplying 
proiectors,  screens,  operators,  etc.,  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  St.,  N.Y.  C.   Lexington  2-9850 

I^jcal  oiKiatinu  points  in  uijptr  N.  Y. — iV.  J.  and  Conn. 


•  A  FILM  IS  NO  BETTER  THAN  THE  DIS- 
TRIBUTION IT  GETS.  WE  SUPPLY  YOU  WITH 
BETTER  AUDIENCE,  BEST  EQUIPMENT, 
TRAINED  OPERATORS  AND  TRANSPORTA- 
TION. 

ll'ritc   Us   For   Quotations. 


WATSOIV 


TALKING      PICTURE      SERVICE 

249  Erie  Boulevard  West  Syracuse,  N.  Y. 


WINNING  HIS  WAY 
INTO  THE  HEARTS 

OF  RURAL 

AMERICA! 


ai'^- 


"THE  GREEN  HAND" 

The     Outstanding    Agricultural     Film     Document    of     1940 
As    Adjudged    by   National    Educational    and   Farm    Leaders 


"k  Since  its  world  premiere  at  Athens,  Georgia,  in 
January  this  year,  "The  Green  Hand",  a  ninety 
minute  sound  motion  picture,  produced  by  C.  L. 
Venard,  continues  to  receive  the  praise  of  the 
press — local  and  national — as  well  as  the  enthu- 
siastic endorsements  of  educational  and  civic 
leaders.  An  authentic  portrayal  of  Southern  rural 
life,  played  by  real  Southern  people,  it  wins  its 
way  into  the  hearts  of  the  audiences  in  true  south- 
ern fashion.  The  genuine  human  appeal  of  this 
simple,  unaffected  story,  gains  the  Interest  and 
sympathy  of  all  —  and  thereby  builds  untold 
good-will  for  the  financial  sponsor. 

For  more  than  twenty  years  Venard  films  ("The 
Green  Hand"  is  only  one  of  many)  have  received 
a  greater  acceptance  among  rural  audiences  than 
those  of  any  other  producer.  Venard  films  and 
Venard  distribution  can  reach  this  vast  rural  mar- 
ket for  YOU  in  the  most  effective  manner — and 
at  a  cost  so  low  you  will  be  amazed. 

PRESS  &  CRITICS  LAUD  "THE  GREEN  HAND" 


STATE    AND    NATIONAL 
LEADERS     PRAISE    FILM 

*/   fhink   you   did   an   excellent 
/ob   in   producing   "The   Green 
Hand." — E.  D.  Rivers,  Gover- 
nor Stafe  of  Georgia. 

*To  the  producer  of  the  besf 
agriculture  picture  dealing 
with  the  problems  of  the 
South  that  I  have  ever  seen. 
— Dean  Paul  W.  Chapman, 
University  of  Georgia  CoU 
lege    of    Agriculture. 

*May  be  one  of  the  great  in- 
spirations in  the  lives  of 
Georgia's  people,  so  for  as 
agricultural  problems  are 
concerned. — Atlanta  Consti- 
tution. 

*There    is    a    tremendous    de- 
mand for  the  showing  of  this 
film    in    every    section   of   the 
state.— M.    D.    Mobley.    State 
Director,    Vocational     Edu- 
cation,   Georgia. 


*Will  have  marked  effect 
upon  both  the  visual  educa- 
tion and  commercial  film 
fields  .  .  .  points  the  way  to 
commercial  producers. 
— Film  Daily,  January  25, 
1940. 


*Will  be  of  greof  interest 
to  the  people  of  the  South 
and  will  do  a  lot  of  good  in 
carrying  out  the  aims  of 
vocational  agriculture. 
— J.  A.  Linke,  Chief,  Agri. 
Ed.  Service. 


ir  tWM 


COMPLETE    MOTION    PICTURE   &    SLIDEFILM 
PRODUCTION    FACILITIES 


THE  VENARD  ORGANIZATION 

Under  the  Persona/  Supervision  of  C.  L.  Venard 

PEORIA,     ILLINOIS 

SPECIALISTS    IN    FILM    PRODUCTION    &    DISTRIBUTION    FOR    RURAL    AMERICA 


Scenes    at    premiere    showing    of    "THE 

GREEN     HAND.'      attended     bv     over 

7,000  persons. 


.Number  Four 


1940 


[29] 


llllllll!UIIIII!lllllll!!llllllllllllllll!llllllllllllllllllinilllllini!!linilllllll!lllll!lllllllll!l!llllll 


iiiiiiiiiiiiiiiiiiiiniiiniiiiiiiiniiiiniiiiiiininiiniiiiiniHiiiiiiniini 


THE    ULTIMATE 
IN   AUTOMATIC 
SLIDEFILM  PROJECTION 


SOLVING  YOUR  PROBLEMS  WITH  SLIDEFILMS 


THE    NEW    1940 
Streamlined 

DeHaven 
ICONOVISOR 


*  A  continuous  intermittent  projector  specially  designed 
and  sturdily  constructed  for  hard,  daily  use.  Projects  up 
to  350  single  frame  titles  or  pictures  on  standard  35  mm 
safety  film,  automatically  and  continuously  at  predetermined 
intervals  of  1,  3,  6  or  16  seconds.  Approximately  40  pictures 
may  be  looped  for  repeated  operation.  Automatic  rewind 
and  remote  control  switch  available,  especially  useful  for 
lecturers  and  sound  slidefilm  presentation.  Standard  units 
ready  for  operation  on  110  volts,  60  cycles.  Supplied  in  rich 
black  finish,  with  3-inch  lens  and  200-watt  lamp. 


Exclusive  Features! 

•  streamlined  Appearance 

•  Fully  Automatic 

•  Forced  Ventilation 

•  Compact  and   Portable 

•  Continuous    Operation 


Universal  Use! 

•  Exhibits    and    Conventions 

•  Itinerant  Displays 

•  Sales  Promotion 

•  Store    Windows 

•  Illustrated    Lectures 


Send  today  for  fully  descriptive  literature  and  prices; 


DEHnvEH 

AUTOMATIC 
SLIDEFILM 
EQUIPMENT 


Blllllilll 

This  is  the  third  of  a  scries  of  checklists  on  the  applications  of  the  slide- 
film  in  business.  Many  more  letters  and  comments  are  gratefully 
received  and  acknowlcdt/cd.  )'onr  sugficslions  are  invited — let^s  make 
this  list  as  complete  as  possible  for  your  ozcn  use  as  well  as  others.  The 
complete  checklist  zvill  soon  be  published  in  reprint  form.  May  ive  reserz'e 
your  copy  yiow?—-THE  EDITORS. 


By  R.  M.  McFarland 

33.  SHOWING  PRESENT 
OWNERS  OF  YOUR  PRODUCTS 
NEW   AND   BETTER  WAYS  TO 

USE  THEM— No  advertising  is  as 
responsive  as  the  praise  and  loyalty 
of  a  satisfied  user.  Eacli  year  from 
laboratories,  field  research  and  the 
consumer  every  manufacturer  dis- 
covers new  uses  as  well  as  better 
ways  to  operate  or  use  his  products. 
Why  not  pass  the  information  on 
to  present  users  through  your  sales- 
men or  your  dealers?  A  Sound- 
slide  Film  will  do  this  at  a  very 
small  cost.  Think  of  the  prestige, 
product  loyalty,  and  word  of  mouth 
advertising  that  will  result.  Also 
such  a  film  will  serve  to  build  up 
customer  loyalty  for  the  dealer 
hence  stronger  dealerships, 

34.  SELLING  YOUR  COMPANY 
TO  YOUR  BANK,  INVESTMENT 
HOUSES     AND     INVESTORS  — 

I  )uring  the  past  few  months  this 
entirely  new  and  very  interesting  use 
has  been  developed  for  Sound-slide 
Films. 

Bankers  have  discovered  that  the 
chances  for  dividend  and  interest 
payments  on  Stocks  and  Bonds  of 
Industrial  Organizations  are  more 
and  more  dependent  upon  the  sales 
and  merchandising  policies  of  each 
individual  company.  Their  Trust  and 
Investment  Departments  have  found 
that  Sound-slide  Films  of  various 
companies  give  them  this  informa- 
tion quickly  and  in  the  same  way 
your  salesmen,  jobbers,  dealers,  and 
consumers  see  them.  They  also  find 
out  the  salient  points  about  your 
products,   their   demand   and   use. 

35.  PROMOTING  PUBLIC  AND 
INDUSTRIAL  SAFETY  —  During 
the  past  year  the  use  of  Sound-slide 
Films  fur  this  purpose  has  steadily 
grown.  The  work  of  the  National 
Safety  Council,  American  Legion, 
Insurance  Companies  and  individual 
companies  who  have  been  pioneer- 
ing this  forward  step  is  to  be  com- 
mended. They  are  gradually  build- 
ing a  library  of  safety  subjects  that 
can  be  profitably  used  by  every  in- 
dustry and  organization.  Greater 
emphasis  upon  the  safety  of  the 
public  and  the  employee  will  be 
evidenced  during  the  coming  years. 
Incorporate  safety  films  into  your 
Sound-slide  Program.  Check  with 
your  Safety  Director  for  use  in  your 
own  plant,  have  your  men  use  them 
in  the  field  along  with  your  own 
films.  If  you  do  not  care  to  produce 
your  own  Safety  Films  copies  of 
excellent  programs  already  avail- 
able can  be  obtained  at  a  very  nom- 
inal cost  from  organizations  who 
have    already   produced    them. 

36.  RETRAINING  A  STAFF  OF 
SEASONED  SALESMEN— Teach- 
ing an  old  dog  new  tricks  is  a 
difficult  task  at  best.  The  seasoned 
salesman  has  developed  his  own 
technique,  good  or  bad,  and  a  semi- 
closed  mind.  He  has  forgotten  more 
about  selling  than  the  home  office 
pencil  pushers  will  ever  know — in 
liis  own  estimation.  However,  prod- 
ucts, their  uses,  advertising,  sales 
promotion,  marketing,  wholesaling, 
retailing,   sales    tools,   etc. — are   con- 


tinually changing.  Sales  Clinics— 
cleverly  disguised  as  advisory  coun- 
cil meetings  called  to  assist  the  com- 
pany in  developing  their  sales  poli- 
cies, product  changes,  methods,  etc., 
are  being  used  with  great  success 
to  put  across  these  retraining  pro- 
grams. Sound-slide  Films  arc  used 
more  and  more  as  the  basic  train- 
ing   mediums    in    such    programs. 

37.  VOCATIONAL  GUIDANCE— 

Man  Power  —  its  proper  and  most 
eflFective  uses  is  a  problem  facing 
every  organization  today.  There  is 
today  a  crying  need  for  belter  and 
more  effective  methods  of  assisting 
first,  the  individual,  and  second,  the 
organization  in  determining  the 
proper  nitch  and  use  of  their  man 
power.  Many  organizations  spend 
large  amounts  of  money  in  this 
field.  Perhaps  Sound-slide  Films 
might  prove  to  be  a  sound  invest- 
ment for  your  organization's  voca- 
tional guidance  program.  I^repare 
films  showing  the  actual  facts  and 
possibilities  in  the  field  of  endeavor 
in  which  your  organization  is  inter- 
ested. Use  them  among  your  own 
employees,  prospective  employees, 
schools,  colleges,  parent-teachers'  or- 
ganizations, service  organizations, 
etc.  There  is  a  wide  and  yet  un- 
touched opportunity  for  Sound-slide 
Films  in   this  field. 

38.  TRADE  UNIONS— The  trade 
union,  instead  of  being  a  guild  of 
highly  skilled  craftsmen  whose  main 
interest  is  to  protect  their  craft  and 
maintain  a  wage  commensurate  \vith 
their  skill  has  unfortunately  devel- 
oped into  something  entirely  differ- 
ent. During  the  past  decade  com- 
paratively few  skilled  workmen  have 
been  developed  among  the  younger 
generation.  The  result  of  this  un- 
fortunate circumstance  will  be  keenly 
felt   within   the  very   near  future. 

Trade  Union  Officials,  users  of 
skilled  labor  and  others  should  give 
this  problem  their  most  sincere  at- 
tention. The  Sound-slide  Film  can 
be  made  the  most  effective  medium 
to  start  and  develop  a  course  of 
basic  training  for  each  branch  of 
the  various  trade  unions.  Which 
Trade  Union  will  be  the  pioneer  in 
taking  this  progressive  and  forward 
step? 

39.  REAL  ESTATE-^Today  Amer- 
ica is  vitally  interested  in  home 
ownership.  To  the  average  man  the 
purchase  of  a  home  is  a  real  gamble. 
He  usually  overlooks  the  important 
factors  that  should  be  considered  in 
the  purchase  of  or  the  building  of  a 
home.  In  the  purchase  of  a  home 
such  factors  as  the  architect,  builder, 
general  neighborhood.  Immediate 
neighborhood,  financing,  design,  fire 
protection,  taxes,  weather  protection, 
materials  used,  how  constructed  and 
a  thousand  other  items  should  be 
considered  by  the  builder  or  pur- 
chaser. The  place  of  the  real  estate 
nian  as  a  counselor  and  advisor 
should  grow  during  the  next  decade. 
Sound-slide  Films  covering  practi- 
cally every  subject  should  be  de- 
veloped and  used  by  the  Real  Estate 
and  Building  Material  Manufactur- 
ers. Their  dividends  will  come  from 
a  thankful  public. 

Real   Estate  men  can  also  use  the 


[30] 


Business  Screen 


Sound-slide  Film  in  promoting  the 
sale  of  new  and  old  homes,  subdivi- 

40.  "^CREATING  PUBLIC  OPIN- 
ION— Sound-slide  Films  are  being 
used  more  and  more  for  the  creation 
of  favorable  public  opinion.  Various 
Associations  and  Organizations  al- 
ready have  numerous  successful  films 
in  the  field.  If  your  industry,  favor- 
ite organization  or  other  interests 
need  a  medium  to  assist  you  in 
creating  favorable  public  opinion — 
try   Sound-slide    Films. 

41.  PRODUCTS  TOO  LARGE 
TO  SHOW  OR  DEMONSTRATE 

— Here,  again  is  a  use  for  Sound- 
slide  Films  that  is  just  coming  into 
its  own  right.  Visual  or  selling  with 
pictures  has  been  used  in  this  field 
for  years.  Now  with  Sound  added  to 
the  pictures  and  the  entire  presenta- 
tion presented  in  an  orderly  form 
and  in  the  one  best  way  users  have 
found  that  the  result  is  increased 
sales.  If  you  have  such  a  product 
don't  overlook  Sound-slide  Films  in 
your    merchandising    program. 

42.  IN  SOCIAL  SERVICE  WORK 

— In  this  type  of  w':>rk  the  Imman 
factor  is  the  most  important  one.  To 
carry  on  social  service  work  the 
need  must  be  continually  sold  to  the 
public  in  order  to  obtain  assistance 
both  in  time  and  money.  Sound- 
slide  Films  showing  the  work,  its 
need  and  the  organization  behind  it 
are  today  helping  many  such  or- 
ganizations to  survive  and  carry  on 
their  good   work. 

Another  use  in  this  field  is  in  the 
basic  training  of  the  social  worker. 
A  series  of  films  on  basic  training 
could  be  used  for  years  both  by  the 
organization  sponsoring  the  films 
and  similar  organizations  through- 
out the  country.  A  third  use  for  films 
in  this  field  is  to  equip  the  social 
worker  with  suitable  programs  to 
assist  them  in  selling  or  gaining  the 
confidence  of  the  recipient  of  the 
social  work  on  its  value  and  what  it 
can  do  for  them.  Films  on  proper 
care  of  the  baby,  proper  budgets. 
health,  proper  food,  etc.,  will  gain 
respect  and  cooperation  for  the  so- 
cial worker. 

43.  IN  THE  CHURCH— There  is  a 
real  need  for  Sound-slide  Films  in 
the  religious  field.  There  are  five 
classes  of  Sound-slide  Films  that  can 
be  used  in  this  field: 

1.  Primary — teaching  the  children. 

2.  Intermediate — for  use  on  the 
teen-age  group. 

3.  Adult — for  adult   classes. 

4.  Midweek  Activities — this  in- 
cludes films  on  athletics,  domes- 
tic science,  current  events,  pub- 
lic safety,  manufacturers  non- 
advertising  films,  public 
opinion,  travel,  and  miscella- 
neous entertainment,  education- 
al and  training  films. 

5.  Training — Sunday  school  teach- 
ers and  other  activity  leaders, 
etc.  This  field  will  provide  a 
real  opportunity  for  manufac- 
turers, organizations  and  others 
— a  real  opportunity  for  distri- 
buting worthwhile  non-advertis- 
ing films. 

44.  PROMOTING  BETTER  BUY- 
MANSHIP  FOR  CONSUMERS— 
Some  very  worthwhile  films  have 
been  produced  in  this  field.  It  in- 
cludes a  wide  range  of  subjects  and 


a  broad  opportunity  to  create  good- 
will for  your  company  and  products. 
How  to  buy  meats,  groceries,  fruits, 
vegetables,  fabrics,  furniture,  linens, 
toys,  lamps,  electrical  equipment, 
clothing,  etc.  Women's  Clubs,  Par- 
ent-Teachers, Schools,  Colleges  and 
practically  every  type  of  women's 
organizations  as  well  as  men's 
groups  welcome  this  type  of  Sound- 
slide  Film. 

45.  CREATING  STYLE  TRENDS 
— Sound-slide  Films  augmenting 
publicity  and  advertising  in  maga- 
zines, newspapers,  on  the  radio, 
booklets,  etc.,  are  playing  an  impor- 
tant part  in  creating  style  trends. 
Fashions  in  clothing,  cosmetics,  fab- 
rics, eating,  interior  decorating,  etc., 
are  being  shown  in  both  black  and 
white  and  color.  Distribution  of  films 
is  comparatively  easy  for  this  type 
of  program.  Department  stores  rep- 
resent the  primary  outlet.  Most 
stores  have  regular  afternoon  pro- 
grams in  their  theaters  and  will  in- 
clude good  films  of  this  type  as  part 
r.f    their    regular    programs. 

46.  PROPER  CARE  OF  YOUR 
PRODUCT  BY  THE  BUYER— 
The  bulk  of  the  complaints,  dissat- 
isfaction, and  returned  goods  are 
reported  by  retailers  as  resulting 
from  improper  care  or  use  of  prod- 
ucts. Improper  laundering,  failure  to 
properly  lubricate,  keep  clean,  store 
under  right  conditions,  rough  han- 
dling of  fragile  instruments,  etc.,  are 
the  main  causes  of  these  complaints. 

Sound-slide  Films  can  be  used  in 
two  ways  to  help  you  with  this  prob- 
lem. First — teach  the  sales  clerk  to 
tell  the  customer  how  to  take  care  of 
the  product,  at  the  time  the  sale  is 
made.  (For  instance,  a  fiim  is  avail- 
able for  training  the  clerks  upon 
the  proper  laundering  of  woolens. 
In  department  stores  where  this 
film  is  used  regularly  returned  wool- 
ens, due  to  shrinkage  and  improper 
handling  have  decreased  consider- 
ably). Second — films  that  are  shown 
directly  to  the  user  either  at  the  time 
of  purchase  or  in  group  showings. 

47.  AGRICULTURAL  TRAINING 
— There  is  a  growing  demand  for 
Sound-slide  Films  among  county 
agents,  rural  schools,  4H  Clubs, 
Future  Farmers  of  America, Granges, 
etc.,  for  educational  and  training 
films  on  argicultural  subjects.  These 
films  include  sucii  subjects  as  man- 
agement, soil  conservation,  crop  ro- 
tation, cattle  and  poultry  raising  and 
care,  care  and  proper  use  of  farm 
equipment,  home  management,  buy- 
mansHp,  food  preparation,  child 
care,  health,  and  a  hundred  or  more 
other  subjects  for  both  men  and 
women.  If  your  product  is  used  to 
any  extent  in  the  agricultural  field 
do  not  fail  to  include  Sound-slide 
Films  in  your  budget. 

48.  PUBLIC  HEALTH— In  this 
field  Sound-slide  Films  are  doing  a 
yeoman's  service.  However,  the  li- 
brary of  films  available  at  this  time 
is  comparatively  small.  The  oppor- 
tunity for  manufacturers  in  this  field 
is  unlimited.  Films  are  really  and 
truly  needed  and  will  be  used  ex- 
tensively throughout  the  L^nited 
States  by  Public  Health  Depart- 
ments, Social  Agencies,  and  Medical 
and  Nurses*  Training  Schools.  They 
will  use  these  films  in  public  schools, 
parent-teacher  groups.  Service  Clubs, 
Neighborhood  meetings,  etc.  A  real 
opportunity  for  free  distribution 
films  which  contain  a  minimum  of 
advertising. 

(To  be  continued) 
Note:  If  you  have  solved  a  prob- 
lem with  Sound-slide  Films  in  your 
organization,  please  send  us  com- 
plete details  so  that  we  may  include 
it   in   succeeding  articles. 


SLIDE  FILM 
PROJECTOR 

ITS  LIGHTER  and  MORE  COMPACT 

SVE  Projectors  for  silent  projection  of  slidefilms  or 
for  use  in  sound  slidefilm  units  make  a  big  hit  with 
salesmen.  These  projectors  are  light  and  easy  to 
carry,  take  up  very  little  room  in  the  salesman's  car 
or  the  prospect's  office.  They  can  be  put  into  opera- 
tion with  a  minimum  delay.  The  salesman  merely 
opens  the  case,  lifts  out  the  unit  and  plugs  into  a 
light  circuit. 

And  It  Gives 

BRIGHTER  PICTURES 

The  more  efficient  optical  system  of  SVE  Slidefilm 
Projectors  presents  every  slidefilm  at  its  brightest 
and  best. 

The  SVE  line  includes  styles  for  every  need  from 
50  watt  units  for  contact  salesmen  to  300  watt  pro- 
jectors for  the  largest  audience.  Fully  described  in 
interesting  booklet  "How  To  Show  It." 
Write  for  your  copy  and  the  name  of 
your  nearest  producer-dealer  now! 


sociEiy    fOR   VISUAL  €DUCflTion.   inc. 


lOO     CAST   OHIO    STfiCCT 


CHICAGO  '  ILLinOIS 


Number  Four 


1940 


[31] 


TO  I'    NOTCH    RESULTS 

in   Commercial   Showings 

Call  for  Entertainment  Shorts 

in  16  MM.  Sound-On-Film 

U<lack    and    U'liile    or    Cnlor) 

CARTOONS 

MUSICALS 

Easy  Aces  COMEDIES 

Timely  TRAVELS 

Bill  Corum  SPORTS 

Send  for  new  Entertainment  Catalog 
— just  off  the  press. 


WALTEU  0.  (JIITLUHN,  liu. 

35  West  45th  Street  New  York 


niversaL  Ik 

_  SOUND  PROJLCTOR  f8_ 

HAS      EVERYTHING! 

•  LOW  PRICE  •  FOR  SOUND  OR  SILENT  FILMS  •  FOR 
PUBLIC  ADDRESS  OR  PHONE  •  FULL  POWER  AMPLIFICA- 
TION •  12"  HEAVY  DUTY  SPEAKERS-  REELS  TO  16"  •  RE- 
VERSE ACTION  •  STILL  PICTURE  CLUTCH  •  CENTRAL  OILING 

•  PERMANENT  CARRYING  CASES  •  LICENSED— WARRANTY 
Low  in  cost.  Universal  I  6MM 
Sound  Projectors  ofier  you  oil  of 
the  important  new  feotures.  Four 
models.  For  oil  purposes.  Simple 
to  operote.  Economicol  to  moin- 
rain.  Licensed.  Guaranteed. 

UNIVERSAL 

SOUND  PROJECTOR  DIV. 

1 9th  &  Oxford  Sts.,  Philo.,  Po. 

New  York  Office —  1  600  Broodwoy 


SLIDEFILM  PRODUCERS 


OUALITY  PRODUCTIONS 

BLACK  &  WHITE  &   IN  COLOR 


(fWC)0W14J 


S  A  R  R  A,    Inc. 


WHItehall  7696  .  16  East  Ontario  Street  .  Chicago 


illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilUlllllllllllllllllllllllllllllllll 

I  For  "DRAMATIZED  SELLING"  | 

I  in  sound  slidefilms  or  in  live  | 

I  talent  plays,  written  and  pro-  | 

I  duced  to  fit  your  needs  .  .  .  | 

I            wire,  phone  or  write.  | 

I  PAUL  HARRIS  PRODUCTIONS  | 

%  440   So.   Dearborn   Street                 Harrison   3983  ^ 

=                                     Chicago,   Illinois  % 


BUSINESS  SCREEN'S  LIBRARY  FILM  REVIEWS 


AtOuictUtCf,  Ai^jdUnce^  to-  ^a«^ 


♦  As  iiN  KADio  broadcasts  before  studio  audi- 
ences, business  sponsors  find  it  good  ""boxofiice  " 
to  furnish  an  additional  program  of  entertain- 
ment to  lengthen  the  show.  In  this  department. 
Riixiiifss  Screen  will  review  such  material. 

Offers  '^Camera  Hig/i/ig/ifs"  Soiinilfihn 

♦  'Salter  0.  Gutlohn,  Inc.  announce  the  release 
of  Camera  Highlights  of  1939,  one  reel  of 
16mm.  Sound  Film,  which  reviews  the  great 
events  of  the  past  year,  including  the  visit  to 
this  country  of  the  British  royalty — Coronation 
of  Pope  Pius  XII— the  Bombing  of  Helsinki 
and  tlie  Graf  Spec  incident. 

A    2    reel    16mm.    Silent    Film    entitled    Rice 
Culture  in  Japan  is  now  available  from  the  same 
source. 
W  ide    Variation    of  Subject   Matter 

♦  Everything  from  Industrious  Finland  I  Pic- 
torial Films.  New  York*  to  Championship 
Rash'thall  (Cinema.  Inc..  Boston)  and  Fresh 
U  ater  Fishing  (Castle  Films  I  is  now  obtainable 
in  16mm  sound  on  film  reels  at  an  average  rate 
of  seventeen  to  twenty  dollars  on  outright  pur- 
chase basis. 

The  industrial  film  sponsor  adapting  such 
material  to  his  own  program  will  do  well  to 
keep  his  own  principal  objectives  in  mind  and 
to  select  subjects  that  match  the  interests  of 
his  contemplated  audiences  and  the  general 
nature  of  his  own  program.  A  consideration  of 
the    time    element    is    also    important.     A    well 

i     balanced    program    keeps    audience    interest    at 

I     a  constant  level. 

Most  of  the  film  libraries  offer  free  catalogs. 
Several  are  listed  in  these  columns.  Others  to 
address  are  Cinema.  Inc..  234  Clarendon  St.. 
Boston:  Nu  Art  Film  Co..  145  W.  45th  St.. 
New  York;  Pictorial  Films.  1550  Broadway. 
New  York:  Castle  Films.  Inc..  ."in  Rockefeller 
Plaza.  New  York:  Post  Pictures  Corp..  723 
Seventh  Ave..  New  York;  and  Non-Theatrical 
Pictures  Corps..  165(.)  Broadway.  New  York:  or 
address  all  inquiries  to  Business  Screen.  20  No. 
W  acker  Drive.  Chicago. 


[321 


SOI  :\D<>iLIDE    PRO.IKrTOIIS 

FOR  SALE  AT  COST 

• 

(.•{)  oO  WATT  FIELD  SALES  UMTS 

— never    iiseil    outside    sales    office — 
all  are  in  perfect  condition. 

At  82.5.00  each,  complete,  with  lamp. 
Screen,  AC-DC  motor,  etc. 

For  furlher  details   apply : 

BOX  9,  BUSINESS  SCREEN  MAGAZINE 
20  North  Wacker  Drive,  Chicago.  Illinois 


A  Creative  Film  Composition 

Rhythm  in  Lights  and  Synchromy  No.  2.  16 
mm.  by  Commonwealth.  Suitable  for  music  stu- 
dent groups,  art  students,  electrical  engineers, 
and  women's  clubs. 

Review  Notes — Rhythm  in  Light  is  a  com- 
bination of  sound  and  movement,  with  the  strains 
of  Edward  Grieg's  music  producing  light  pat- 
terns that  revolve,  swing  and  spiral — combin- 
ing the  evisual  and  aural — a  mathematical  sys- 
tem used  to  illustrate  two  means  of  expression. 

Synchromy  No.  2  develops  Wagner's  "Evening 
Star."  as  sung  by  Reginald  Werrenrath. 

Some  Additional  Program  ISotes 

♦  History,  drama,  adventure,  travel  and  sport 
films  besides  comedies  and  cartoons  are  being 
released  by  Nu  Art  in  16  mm.  Jeanelte  Mac- 
Donald.  'S  alter  Huston.  Myrna  Loy.  Joe  Brown 
and  other  well-known  entertainers  are  featured. 

Free  to  film  users  is  a  new  list  of  general 
feature  16  mm  sound  film  for  sale  or  rental  b\ 
Films.  Inc..  New  York  City. 

Poetic  Gems,  a  motion  picture  adaptation 
of  the  poems  of  Edgar  A.  Guest  are  offered  in 
a  series  of  13  single  reel  subject  on  16  mm  sound 
film  by  Post  Pictures.  A  wide  variety  of  short 
subjects  and  16  mm  features  are  in  their  new 
catalogue. 

Bell  and  Howell  Filniosound  Library  lists 
hundreds  of  other  suitable  subjects  of  enter- 
tainment and  educational  nature. 

Gutlohn  Issues  1940  Catalog 

♦  After  months  of  preparation.  Xll  alter  0.  Gut- 
lohn. Inc..  distributors  of  16mm.  sound  and 
silent  film,  announce  the  publication  of  the  9th 
edition  of  their  catalog  of  entertainment  films. 

This  112-page  catalogue,  profusely  illustrated, 
sent  without  cost  by  writing  to  \^  alter  0.  Gut- 
lohn. Inc..  35  \^est  45th  Street.  New  York  City. 


After  Production: 
SELECTED 

DISTRIBUTION 

through  the  facilities  of 

BURTON  HOLMES 


FILMS 


Modern  Studio  &  Laboratory 
Facilities  —  Complete  Creative 
and   Distribution  Service    .    .    . 

WHITE  FOR  THE  FACTS  : 

Burton  Holmes  Films,  Inc. 

7510  No.  Ashland  Ave.  Chicago 
Telephone    Rogers    Park     5056 


Sh:h:  PAGE  34  FOR  U  FT  AILS 


Business  Screen 


♦  Carlooiis  and  sport  reds  are 
recommended  for  the  general  in- 
dustrial film  program.  Contro- 
versial subjects  should  certainly 
be  avoided.  Here  is  a  typical  ideal 
type  of  film: 

Costless   "Swininiini!  and 
Diving  Aces" 

♦  A  movie  that  is  ideally  suited 
for  adding  interest  and  variety  to 
dealer,  district  and  consumer  sales 
meetings  has  just  been  released  by 
Castle  Films.  It  is  Suimming  and 
Diiing  Aces,  available  in  both 
sound  and  silent  10mm  versions. 

Sales  meetings,  especially  those 
where  a  manufacturer  has  a  busi- 
ness-film carrving  his  own  message, 
are  often  stimulated  in  tone  and 
spirit  when  variety  is  added  to  the 
session's  "bill"  by  one  or  more 
films  of  news,  sports  or  adventure 
subjects.  His  audience  gets  a  serv- 
ing of  more  than  the  feature  pic- 
ture, which  is  the  chief  reason  for 
the  meeting.  .4s  in  a  movie-theatre, 
he  remembers  the  "feature"  better 
if  it  has  been  surrounded  with 
novelty,  news,  sports  and  cartoons. 

Sivimming  and  Diting  Aces  has 
such  universal  appeal  that  it  is  un- 
usually adapted  to  use  in  enlivening 
business  meetings.  The  movie  offers 
the  greatest  array  of  mermaid- 
champs  and  diver-aces  ever  as- 
sembled in  one  reel.  Much  of  the 
film  is  in  slow-motion  which  allows 
close  attention  to  the  fine  details 
that  count  toward  making  cham- 
pions. In  addition,  the  picture  is 
a  fine  example  of  superb  cine- 
matography, containing  many  an- 
gles and  effects  that  amateur 
camera  fans  will  want  to  duplicate 
when  they  get  out  to  pools  and 
beaches  this  season. 


Let  Us  Recommend 
Entertaining  Films 

•  Business  Screen  offers  a  cfieclt- 
list  of  the  most  suitable  subjects 
for  a  business  program  sponsor  to- 
gether with  sale  and  rental  rates 
— without     obligation — write: 

SCREEN     SERVICE    BUREAU 
20    No.  Wacker   Drive,   Chicago,    III. 


Etiuards  Heads  I\'on-Theatrical 
Pictures   C.orporalion 

♦  Herbert  T.  Edwards,  head  of 
Commonwealth  Pictures  and  16mm 
film  pioneer,  heads  the  new  Non- 
Theatrical  Pictures  Corporation. 
16.50  Broadway.  New  York  City. 

Filmosound  1940  Catalog  Out 

♦  Literally  a  "blue  book"  of  film 
information,  the  1940  edition  of  the 
Filmosound  Library  Catalog  is  now- 
available,  opportunely  coming  just 
at  the  height  of  the  film-booking 
season.  Bell  &  Howell  announces 
that  the  new,  92  page  film  book  is 
28  pages  larger  than  last  year's 
catalog,  that  it  lists  401)  more  films, 
and  that  it  is  more  helpful  than 
ever  as  a  guide  to  the  selection  and 
evaluation  of  film  programs. 

Geared  to  meet  the  most  diver- 
sified demands  of  educator,  indus- 
trialist, home,  church,  and  com- 
munity, the  Filmosound  Library 
offers  carefully  selected  films  on  a 
vast  variety  of  subjects,  and  the 
new  edition  of  the  catalog  covers 
them  all.  There  are.  for  example, 
nearly  1.50  films  on  general  and 
biological  science;  281  full  length 
feature  pictures;  more  than  300 
reels  on  travel  and  adventure;  etc. 
Rental  prices  are  given,  and  the 
audience-suitability  of  each  pic- 
ture  is   clearly   indicated,   as   well. 


Program  iiitcrniption  is  eliminated  in  dual  operation  of  Amprosound  Models  YSA 
with  tri-pttrpose  amplifier,  automatic  changeover  relay.  Units  also  used  separately. 


IT  TAKES 

MORE  THAN 

A  CAMERA 

AND  SOME  FILM 


To  make  a  really  good  in- 
dustrial film,  one  vital  essen- 
tial is  excellent  photography, 
but  that  isn't  all. 

There  are  105  separate  items 
of  facilities  and  expert  per- 
sonal services  on  the  break- 
down chart  on  which  our 
pictures  are  budgeted. 

You  will  need  an  organiza- 
tion which  has  the  wide  ex- 
perience of  how  to  do  a  lot 
of  different  things,  and  how 
to  weave  a  convincing  story 
— if  your  picture  turns  out  to 
be  the  kind  that  audiences 
talk  about  and  not  just 
another  "commercial." 


BOWLING  and  BROWNELL 


6625  Romaine  Street 


Hollywood,  California 


An    Industrial    Film 
Theatres  ASK  FOR  .  .  . 

The  Baltimore  &  Ohio's  two-reel 
sound  picture  "Washington,  the 
Shrine  of  American  Patriotism," 
was  planned  purely  for  non-thea- 
trical showing.  But  more  than  a 
hundred  leading  theatres  have  al- 
ready booked  it.  The  sheer  inter- 
est-value built  into  the  picture  has 
led  critical  theatre  managers  to 
ask  for  it. 

The  original  direction  that  mode 
a  hit  picture  out  of  a  visit  to  Wash- 
ington ,  .  .  also  went  into  the  top- 
ranking  World's  Fair  films — Chrys- 
ler's three-dimensional  "In  Tune 
with  Tomorrow,"  and  Coty's  "Sym- 
phonies in  Fragrance" — also  pro- 
duced by  Loucks  &  Norling. 

Watch  for  more  examples  in  this 
year's  Fair  pictures — in  full  color. 
And  for  a  fresh,  original  approach 
to  your  own  picture-subject,  call  in 

LOUCKS  &  NORirNG  STUDIOS 


245  West  55th  Street 


New  York 


Number  Four 


1940 


[33] 


CMEC$€N 

yeci\E 

1    N    C    O    R    P   O   R 

A  T  E  D 

PRODUCER   of  MOTION   PICTURES 

—  icripf   to    Sc 

recn  — 

•  INFORMATIVE       •  THEATRICAL 

•  EDUCATIONAL      • 

INDUSTRIAL 

35mm           16mm 

8mm 

Block  &  White 

Color 

Professional 

Guaranteed 

PRODUCTION     *     DISTRIBUTION 

245    Wes«    55th    St. 
NEW    YORK    CITY 

Telephone: 
Circle    i-3«88 

In  early  spriiif;,  Chicago  &  Soiitliern  will  inaugu- 
rate a  new  fleet  of  giant  Douglas  DC-3  21  Pas- 
senger Planes. 


3  Daily  Flights 


CHICAGO  &  NEW  ORLEANS 

Both  Directions 

Plan  now  to  fly  to  America's  southern  playground 
—  New  Orleans  and  the  smart  resort  cities  of  the 
Gulf  Coast.  See  I\ew  Orleans  with  its  old  world 
flavor  and  timeless  rliarm.  Play  or  loaf  in  the 
sunshine  at  Biloxi,  Gulfport,  Inn-by-the-Sea  or 
Pass  Christian. 

Low  Air  Travel  Fares 

New  York  —  New  Orleans $  73.85  one  way 

Los  Angeles — New  Orleans.  . .  .  103.11  one  way 
Chicago  —  New  Orleans 44.60  one  way 

lU^;,  Reduction  on  Round  Tript 

For  informntion   and   reservations  mil 
your   travel  aeent. 

CHic^co  k  wmm 

AiA,  JdUiei. 

"The  Valley   Level  Route" 


/\n  ultra-modern 
hostelry  iit  the 
heart  of  Chicago 


HOTEL 


THE  FILM  FORUM    Q]  QILr 


YOUR      FILM      MAKES 

R     PICTURES     FLICKER 

THE     SCREEN     .     .     . 


A    Co  I II  in  II    oC    Letters     from    our    Readers 

Editor,  Business  Screen : 

♦  To  commetnorale  its  first  year  of  activity  in 
its  field.  Allied  Non-Theatrical  Film  Association 
members  will  gather  in  New  York  City  on  A|iiil 
26  for  their  annual  meeting  and  banquet.  Il 
is  expected  that  several  hundred  film  distribu- 
tors, equipment  manufacturers,  laboratory  men. 
visual  education  specialists,  and  others  con- 
nected with  the  non-theatrical  film  field  will 
attend.  Leaders  of  the  industry  will  discuss 
current  problems  effecting  the  field  while  of- 
ficers will  report  on  the  activities  of  the  organ- 
ization during  the  past  year.  Election  of  officers 
for  the  ensuing  year  will  also  occupy  a  place 
on  the  program. 

ALLIED   NON-THEATRICAL   FILM   ASSOCIATION 
Laurence  Saltzman 
Publicity  Chmrman 

Editor,  Business  Screen: 

♦  For  some  time  I  have  been  trying  to  get  defi- 
nite information  on  the  proper  storage  and 
treatment  of  film.  After  reading  page  after  page 
of  technical  fog  on  the  chemistry  of  film  and 
the  conclusions  on  its  care.  I  am  no  nearer  an 
answer  than  when  I  started. 

The  information  I  get  goes  something  like 
this.  Nitrate  film  is  relatively  unstable  being 
subject  to  excessive  drying  and  chemical  de- 
composition. Acetate  film  is  relatively  stable 
and  is  not  subject  to  chemical  decomposition. 
.Some  sources  say.  to  prevent  or  retard  decompo- 
sition, wind  film  tightly  to  squeeze  out  all  air 
then  put  it  away  and  leave  it  alone.  Others 
say  wind  film  loose  and  use  gum  camphor.  Still 
others  say  to  rewind  all  film  once  or  twice  a 
year.  Then  there  is  the  matter  of  film  vault 
temperature,  wet  and  dry  bulb  reading,  etc.. 
but  no  equipment  or  method  is  recommended 
to  obtain  these  results. 

We  have  our  own  vault  in  which  we  store 
about  200,000  feet  of  negative  and  positive  film 
of  the  following  classifications:  35  mm.  Tech- 
nicolor, Magnicolor.  and  Black  and  White  of 
both  nitrate  and  acetate;  16  mm.  Kodachrome 
and  Black  and  White  of  acetate. 

It  is  my  belief  that  there  are  many  exhibitors 
possessing  their  own  facilities,  who  would  ap- 
preciate articles  on  the  care  and  proper  use  of 
equipment.  I  realize  of  course  that  your  primary 
purpose  is  to  stimulate  and  further  the  use  of 
films  as  a  merchandizing  medium  in  the  com- 
mercial and  industrial  field.  For  the  newcomers 
and  those  who  have  just  recently  entered  upon 
such  a  program,  any  information  which  will 
help  them  avoid  costly  mistakes  in  operation, 
will  be  most  welcome. 

In  closing,  may  I  add  my  word  of  apprecia- 
tion for  the  splendid  job  which  business  screen 
is  doing. 

F.  C.  Williams 

LOS  ANGELES,  CALIFORNIA 


«^iS*£f' 


VAP0RATE 


PREVENTS   OIL   ABSORPTION   AND 
PERMANENT     OIL     STAINS 


AVOID 


EYE-STRAINING  PUN- 
ISHMENT  FROM  SCRATCHES. 
SPOTS         AND      STAINS 


Mate     looting    af    your     pictures    a     pleasure    for    yourself 
and  your  cuslomers. 


Fractlon- 

ot-a- 

cent- 
per-foot- 

coit. 


Vaporafe  Co.,  Inc. 
130  W.  46th  St. 
New  York.  N.  Y. 


Better  pliotn  finishers 
olTer  VapOrate  protec- 
tion for  still  negatives 


Nation  wide 

facilities 

through 

your  own 

dealer. 


Bell  &  Howell  Co. 

Chicago,   III. 

1801    Larchmont  Ave. 

Hollywood,  California 

716  No.  LaBrea 


IMUIjECTIONISTS 
WANTED 

•  Experienced  operators  and  own- 
ers of  16n)ni  or  3.5nini  sound 
projection  ecpiipnient  available  for 
either  day  or  evening  hour  book- 
ings wanted  hy  national  business 
organization  furnishing  films.  State 
rales,  references  and  complete  de- 
tails regarding  equipment,  local 
organization  contacts  and  hours 
available.  Also  mileage  charge  for 
occasional  rural  and  suburban 
bookings.  Only  reliable,  experienced 
operators  with  competent  equip- 
ment need  reply. 

Write  al  once  to 

Box  17,  Business  Screen  Magazine 
20    North    Wacker    Drive  Cliicago 


THE  LAST  WORD  IN  QUALITY  PRODUCTION 


COMPLETE  PRODUCTION 
&  DISTRIBUTION  SERVICE 

•  Experienced  Creative  & 
Merchandising  Counsel  & 
Script  Preparation  .  .  . 

*  Professional  Studio  and 
Laboratory    Facilities  .  .  . 

*  RCA  Sound  Recording . . . 

•  Complete  &  Economical 
Distribution  Service  .  .  . 

CHOOSE: 

Burton  Holmes 
Films,  Inc. 

7510  No.  Ashl.ndAve.  Chicago 
Telephone    Rojers    Park     5056 


134] 


Business  Screen 


h 


a  n  I  n 


b 


u  I 


Id 


I  n  c  - 


s 


at  new  york's  front  door  .  . 


The  56-story  CHANIN  BUILDING  —  122  East  42nd  Street, 
corner  of  Lexington  Avenue  and  opposite  Grand  Central 
Terminal — stands  literally  at  New  York's  Front  Door. 


Entrances  lead  directly  into  the  liuildin^  from  the  Terminal 
and  the  train  platforms  of  three  suhway  lines.  The  midtown 
motoreoach    station    of   the    Baltimore   &   Ohio    Railroad   is 

located  in  the  hiiilding. 

• 

The  CHANDV  BUILDING  enjoys  unobstructed  light  and 
air  from  four  sides.  Its  public  corridors  are  spacious.  Its 
high-speed  elevators  are  more  than  adequate  to  the  needs  of 
the  building. 

Many  of  America's  business  leaders  have  found  in  the 
CHANIN  BUILDING  offices  of  convenience,  efficiency  and 
economy,  as  well  as  the  prestige  of  a  nationally-known  ad- 
dress. Tenants  and  non-tenants  alike  use  the  unique  Audi- 
loriuni.  located  on  the  50th  floor  and  equipped  for  radio, 
screen  and  stage  presentations,  in  conjunction  with  their 
sales  conferences,  conventions  and  professional  gatherings. 


(Kliccs  ill  the  CHANIN  BUILDING  are  designed  by  the 
<!haiiin  Organization's  own  Architectural  Department  to  the 
exact  needs  of  each  organization. 


Inquiries  concerning  available  units  of  all  sizes  are  cordially 
inviletl.  Full  information,  including  floor  plans  and  rent 
schedules  will  be  furnished  promptly  and  without  obligation. 


Glta4'Un 


MANAGEMENT.     INC. 
122     East     42nd     Street,     New     York     City 


fiw  York,  New  Haven  &  Hartford 


>  "■■■  r.  w^^  't ' '  |:v ;  ^^^ ^ryf^rW'-'^':  ■■  ir  #  # 

i      V  ■■■■.  ■4.i=>:'v.;   V'  ■ ;  ■!  ■  ■  ■  :=y^-  :-^  ;■•' '■:if  M'  .^^"''1 


inja(r^,         -2SS 


g^ailroad 


i^n. 


Just  a  few  years  ago  the  economic  referee  was  on  the  verge  of  count- 
ing ten  over  one  of  our  greatest  industries.  Today  the  railroads  are 
once  more  on  the  march.  1 

Well  to  the  front  of  the  parade  is  the  famous  New  Haven  Railroad.  | 
Its  motion  picture,  "New  England  Yesterday  and  Today,"  is  a  fine  j 
example  of  modern  sales  technique  skillfully  applied. 

There  is  nothing  wrong  with  American  Business! 
that  Better  SaUima^ulUfi  woo't  curej 


e  JAM    HAN  DY  Ot^anijathn 

Slidefilms    •    Talking  Pictures    •    Sales  Meetings    •    Convention  Playlets 
r  New  York      ^Hollywood  ^Chicago  i<k^  Detroit  ^Dayton  •Boston         •  WilmingtoM 


MAGAZINE 


COMMERCIAL       AND       EDUCATIONAL       FILM 


%l'^*«1! 


1 


_v^' 


IN     THIS     ISSUE:      STUDIO      AUDIENCES      SEE     FILMS 
A   USEFUL    GUIDE   TO    MOTION   PICTURES   &   SLIDEFILM 


^^Mo^ 


I 


n  answer  to  numerous  requests  from  advertising  agencies  and  manufacturers. 
Paramount  Pictures  Inc.  announces  the  opening  of  their  Industrial  Film  Division. 

A  newly  created  staff  of  merchandising  veterans  who  understand  your 
selling  problems,  plus  the  limitless  experience  of  the  men  who  for  25  years 
have  been  creating  the  world's  greatest  entertainment,  brings  to  the  business 
screen  a  sales  opportunity  never  before  possible. 

Is  a  cartoon  your  best  medium.'  Or  should  it  be  a  Technicolor  short 
with  a  live  cast.'  Where  to  get  an  entertaining,  punchy  script.'  Shall  the  picture 
be  made  in  Hollywood,  New  York,  or  on  location.'  Whatever  your  problem  — 
Paramount,  and  the  whole  world-wide  Paramount  organization, stands  ready  to 
answer  it .  .  ,  and  Paramount  knows  what  Mr.  and  Mrs.  America  want  to  see  in 
motion  pictures. 

Call  for  a  representative  and  discover  what  Paramount  can  do  for  you. 
He'll  arrange  a  private  screening  for  you  of  some  recent  Paramount  Produc- 
tions.   There  is  no  obligation. 


$(A£e^ 


PARAMOUNT 


a/^t^ 


(<^tiy 


/ 


PARAMOUNT    PICTURES    INC.      •      1501    BROADWAY,    new    YORK    CITY      •      INDUSTRIAL    FILM    DIVISION 


FfLMOSOUND  "ACADEMY'  is  the  same  as 
the  ''Commercial"  except  that  (1)  it  is  in 
iwo  cases,  one  enclosing  the  projector  for 
quiet  operation,  and  (2)  it  projects  both 
sound  and  silent  film.  Complete,  only  S298 


FILMOSOUND  "MASTER."  A  powerful  l6 
mm.  sound  film  projector  for  serving  larger 
audiences.  Offers  the  wide  range  of  services 
of  the  "Utility."  plus  even  greater  audience- 
handling  capacity.  Price S4I0 


FILMOSOUND  "UTILITY"  offers  all  the  features  of  the  "Academy"  plus  greater 
picture  illumination,  greater  maximum  sound  volume,  clutch  permitting  still  picture 
projection,  and  reverse  lever  for  repeating  sequences.  Complete,  now  only  .  .  S369 


FILMOSOUND  "AUDITORIUM."  Combines  r^ad>  puru 
bility  with  capacity  to  serve  very  large  audiences.  120(1- 
watt  lamp.  Either  one  or  two  projectors  are  controlled 
from  panel  on  amplifier — instantaneous  changeover  to 
avoid  program  interruptions.  From $8"^ 


FILMOSOUND  "COMMFRCIAL"  {left).  Those  who  show  your  business  film  will 
appreciate  this  compact,  single-case  Filmosound  for  office,  salesroom,  hotel 
room,  or  medium-sized  auditorium.  It  is  easy  to  carry,  and  easy  to  set  up,  too. 
No  fuss,  delay,  or  embarrassing  complexities.  Has  750-watt  lamp,  powerful 
amplifier,  l600-foot  film  capacity,  speaker-hiss  eliminator,  "floating  film"  pro- 
tection, and  provision  for  using  microphone  or  phonograph  turntable.  Quantity 
production  and  simplified  controls  make  possible  its  new  "bargain"  price. 
Complete,  only $276 


Here's  Why  You  Need  Filmosound  Quality 

WHEN  you  select  projectors  to  show  your  business  film,  consider 
the  task  they  must  perform.  They  must  project  brilliant,  flicker- 
less  pictures  and  reproduce  sound  faithfully  and  without  distortion 
from  tiny  16  millimeter  film  which  races  through  the  projector  at  a 
rate  of  24  pictures  every  second!  Your  projectors  must  protect  the 
delicate  film  from  scratching  and  wear,  must  be  easy  to  use,  must 
make  a  showmanlike  presentation  every  time. 

These— and  many  more— are  "musts"  best  met  by  Filmosounds, 
made  by  the  makers  of  preferred  Hollywood  cinemachinery,  and  the 
choice  of  such  leading  business  film  users  as  Chrysler,  Ford,  General 
Motors,  and  hundreds  of  others. 

There  are  many  16  mm.  Filmosounds.  Each  serves  certain  needs  best. 
Most  have  been  recently  reduced  in  price.  All  are  of  one  quality— the 
finest!  Mail  coupon  for  details.  Bell  &  Howell  Company,  Chicago, 
New  York,  Hollywood,  London.  Established  1907. 


fILMOAKC  provides 
the  ultimate  in  screen 
hriiiiance  and  sound 
Nolume  in  largest  audi. 
Kiriums.  Yet  it  is  sim- 
ple to  operate  because 
of  automatic  carbon 
feed,  centralized  con- 
trols, and  mistake- 
proof  coDDections. 
Priced  from  .  .  SI 500 


MAIL  COUPON  FOR  DETAILS 


-MADE       BY 


BELL&    HOWELL 


BELL  &  HOWELL  COMPANY  "^"^  ^-'c  ^  '" 

1808  Larchmont  Ave.,  Chicago,  III.    . 
Send  details  on  16  mm.  Filmosounds  for  business  use. 
Interested  in  models:    (  )  Commercial;   (  )  Academy; 
(   )  Utility;   (  )  Master;  (  )  Auditorium;  (  )  Filmoarc. 


Name. 


Company. 

Address.  . 
City 


.State. 


PERMANENTLY    ATTACHED   REEL   ARMS   FOR 

QUICK  SETUP  R«?el  Arms  permanently  at- 
laclied ;  merely  swivel  into  posilion  for 
inslaot  u^e.  Accompanying  belts,  always 
atluched,    hwing    directly    into    position. 


Only  Ampro 
gives  you 
all  These 
Features 


SOUND  LOOP  SYNCHRONIZER  PermlU  perfect 
-ynchronlzaliun  of  picture  und  sound  fay 
lh«  exact  forming  of  sound.  CuesHwork 
is  eliminated.  Resetting  of  sound  loop 
accomplished  without  Htoppint;  projector 
when  loop  is  lost  through  fuulty  film 
und     without     dumaue     to     the     flini. 


so -You 

''Can't  Afford'' 

a 

Motion  Picture! 

T  A  THEN  an  advertiser  and  his  agency  decide  to 
V  V   stake  a  sizable  proportion  of  a  year's  advertis- 

SPSKD®!? 

II  you  warn  proof  Ihat  Caravel 
Plans  get  results,  check  with 

ing  appropriation  on  a  motion  picture— that's  news! 

American  Can  Company 

And  when  so  bold  a  stroke  brings   an   immedi- 

American Machine  and  Metals,  Inc. 

The  Bates  Manufacturing  Company 

Wallace  Barnes  Company 

ate  step-up  in  sales— plus  the  hearty  cooperation  of 
leading   distributors  from  coast  to  coast  —  that's  a 

Bethlehem  Steel  Company 
Black  St  Decker  Manufacturing  Company 

tip  no  other  manufacturer  can  afford  to  miss ! 

Cadillac  Motor  Car  Division 

of  General  Motors  Corp. 

Calco  Chemical  Company,  Inc. 

Says  S.  M.  Babson,  Sales  Manager  of  The  Bates 
Manufacturing  Company:  "Our  new  movie, 'It's  the 

S.  H.  Camp  &  Company 

Cluett,  Peabody  8c  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Little  Things  That  Count/  has  been  received  with 
an  acclaim  even  beyond  our  fondest  hopes." 

Dictaphone  Corporation 
Godfrey  L.  Cabot,  Inc. 

Say  jobbers  and  dealers  —  in  scores  of  unsolic- 

The B.  F.  Goodrich  Company 

Han  Schaffner  &  Marx 

Jenkins  Bros. 

ited  letters  of  congratulation:  "The  finest  piece  of 
salesmanship  it  has  ever  been  our  pleasure  to  wit- 

Johns-Manville Corporation 
Kenwood  Mills 

ness." ..  ."Truly   a    dramatic   contribution   to   sales 

National  Biscuit  Company 

National  Lead  Company 

Raybestos-Manhattan,  Inc. 

education.".  .  .  "Tied  right  in  with  our  problems." 
. .  ."It  has  prompted  us  to  change  our  merchandising 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

plans  on  Bates  Products." 

Write  us  for  free  leaflet  descriptive  of  this  film. 

The  Texas  Company 
U.  S.  Industrial  Alcohol  Company 

and  an  up-to-the-minute  story  of  results.  Better  yet, 

OR  ANY  OTHER  CARAVEL  CLIENT 

arrange  to  see  the  picture  — either  in  our  local  pro- 
jection rooms  or  at  your  general  offices. 

CARAVEL 

FILMS 

1^ 

INCORPORATED 

'AsKF^ 

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

I     Number  Five     •     1940 


[5] 


NEWS      AND      COMMENT 
OF     THE     MONTH     IN     FILMS 


•  We  Modestly  Acknowledge  our 
editorial  pleasure  that  Business 
Screen's  suggestion  and  prediction 
regarding  the  use  of  films  before 
studio  broadcast  audiences  (made 
over  a  year  ago)  is  now  an  active 
reality  with  almost  nightly  film 
showings  in  New  York's  well-at- 
tended radio  theatres.  Lucky  Strike, 
Chesterfield  and  DuPont  are  among 
those  who  are  presenting  commer- 
cial films  to  the  audiences  at  their 
respective  broadcasts.  (See  Pages 
14  and  15).  Incidentally,  an  Esso 
Marketers  dealer  show  held  in  Phil- 
adelphia last  year  was  one  of  the 
earliest  combined  efforts  in  this 
direction. 

Coming  Attractions: 

*  The  showing  of  sponsored  short 
films  and  screen  ads  in  more  than 
half  of  the  nation's  theatres  is  an 
important  part  of  the  business  of 
commercial  fims.  The  added  fact 
that  excellent  subject  matter  of  an 
entertaining  or  educational  nature 
may  enjoy  acceptance  in  fully  three- 
fourths  of  the  17.000  U.  S.  cinemas, 
that  it  may  thus  "outsell"  the  non- 
sponsored  Hollywood  short  product 
for  which  theatre  owners  must  pay 
rental  fees  makes  this  a  subject 
which  advertising  and  sales  execu- 
tives are  finding  increasingly  in- 
teresting. 

Plentiful  material,  interested  audi- 


ences keenly  aware  of  the  educa- 
tional benefits  of  well-made  exposi- 
tory "shorts"  and  a  real  need  on 
the  part  of  advertising  for  such 
informative  and  institutional  cam- 
paigning to  satisfy  consumer  inter- 
est are  other  factors  of  importance. 

Two  years  of  close  study  of  this 
phase  of  the  medium  and  a  grad- 
ual accumulation  of  some  val- 
uable documentary  clues  to  its 
present  and  past  organization,  re- 
sults and  an  evaluation  of  its 
potential  development  will  bring 
about  an  authoritative  section  in 
the  forthcoming  issue  of  Business 
Screen. 

Also:  Neiv  and  Due:  A  technical 
and  general  discussion  of  the  vari- 
ous phases  of  animation  together 
with  explanatory  illustrations  will 
be  a  closely  allied  feature  with  the 
above.  Cartoon  animation  as  well 
as  the  art  of  technical  animation 
will  be  discussed. 

The  film's  service  in  Health  and 
Safety  Education  followed  by  sur- 
vey of  the  use  of  films  by  insurance 
firms  throughout  the  country  will  be 
an  additional  first  rate  story.  A  final 
phase  of  Business  Screen  s  editorial 
coverage  of  the  Metals  Indu.stry  will 
be  published. 

Avoiding  Title  Duplication: 

*  Pat  Dowling  makes  the  valuable 


TT  was  our  pleasure  and  privilege  to  address  the  member- 
■'■  ship  of  the  Peoria  Advertising  and  Selling  Club  on  April  8th 
and  to  present  a  very  rough  first  installment  of  what  we  eventually 
hope  will  be  our  Cavalcade  of  Industrial  Films.  In  expressing  our 
appreciation  for  the  very  fine  turnout  w-e  might  also  add  that  this 
"noble  experiment"  has  been  of  real  benefit  in  showing  us  the 
tremendous  job  of  education  to  be  done.  Peoria  may  be  classed 
as  an  exceptional  center  of  industrial       (Please  turn  to  Page  ."io) 


BUSINESS 

VOLUME     TWO     •      1940 

t  .11,7  :    ■■.hll.,i"    li.nii    "III    r„  III! 


SCREEN 

•     NUMBER     FIVE 

i"    hx    ll'ill    t, ,„,„■//    . 


Syndicate  Pictures  Provide  Films  for  All 11   I 

You  Can  Talk  All   You   Want   To.   But 13 

Studio  Audiences  See  Motion   Pictures 14 

Television  Presents  Sponsored  Films 10 

Pkevue  Section:  Pages  oj  Reviews 

America  First  in  Films 17 

Slidefilms  of  the  Month 19 

Office  Equipment  Salesmen  Learn  With  Films 20 

Film  Realism  Tells  Metals  Place  in  Industry 21. 

New  Equipment  and  News  of  the  Industry 28 

•  Business  Screen  Magazine,  is.sued  hy  Bu-^^ine-ss  Screen  Magazines.  Inc..  20  North 
Waclter  Drive.  Chicago,  on  May  1.  Iy40.  Editor.  O.  H.  Coelln.  Jr.;  Associates, 
R.  C.  Danielson :  Robert  Seymour,  Jr.  New  York  offices;  Chanin  Building, 
Phone  Murray  Hill  4-1054.  Acceptance  uttder  the  Act  of  June  5.  1934,  authorized 
February  20,  1939.  Issued  8  times  annually — plus  4  special  numbers  (not  cir- 
culated in  the  business  field).  Subscription  $2.00  for  8  numbers.  Foreign;  $3.00. 
50c  the  copy.  Publishers  are  not  responsible  for  the  return  of  unsolicited  ra.s. 
unless  accompanied  by  stamped,  self-addressed  envelope.  Entire  contents  Copy, 
right,  1940.  by  Business  Screen  Magazines,  Inc.  Trademarlt  Reg.  U.  S.  Patent 
Office.     Application  for  entry  as  second-class  matter  is  pending. 


suggestion  that  Business  Screen  act 
as  a  clearing  house  for  indexing 
main  titles  to  industrial  films  of 
the  past  five  or  six  years.  We've 
already  made  progress  in  this  direc- 
tion by  cataloging  many  hundreds 
of  recent  industrial  productions. 
Formal  organization  of  this  pro- 
gram will  now  be  undertaken  im- 
mediately and  a  published  list  made 
available  for  the  benefit  of  film  pro- 
ducers in  as  short  a  time  as  possible. 

What   I'rice   Ideas? 

♦  One  of  the  really  bad  practices 
in  the  commercial  film  business 
is  the  commonly  violated  rule 
about  submitting  scenarios  and  com- 
plete picture  scripts  to  prospective 
clients.  The  sponsor  cannot  be 
blamed  for  encouraging  this  service, 
but  those  who  use  the  medium 
should    realize    that    the    producer 


who  supplies  such  weeks  of  research 
and  untold  hours  of  writing  talent 
necessary  to  adequately  interpret 
the  average  business  problem  into 
a  fim  story  is  going  to  get  his  money 
back  somewhere.  The  client  may 
even  accept  the  idea  that  the  price 
of  his  own  picture  includes  such 
costs  but  what  about  the  four  or  five 
previous  assignments  the  producer 
may  have  missed?  Ulio  pays  for 
those? 

Let's  cut  this  out  and  make  it  pos- 
sible for  the  producer  who  has 
had  to  "give  away"  talent  and  ideas 
to  achieve  efficiency  and  economy 
in  picture  budgets.  Let's  stamp  those 
who  continue  this  practice  as  un- 
willing to  contribute  to  the  general 
good  of  the  medium  for  the  small 
added  advantage  which  such  false 
"charity  "   may   earn   them.   Such  a 

( Please  turn  to  Page  .32 ) 


[6] 


Business    Scheen 


h  de  Mee  Mere  .M  ^J  -^een  %// S/r-ea/eJ" 

(U.  S.  SUPREME  COURT) 

The  disposition  of  our  clientele  to  favor  the  Wilding  organization  with  repeat 
business  is  confirmed  by  the  fact  that,  for  29  of  our  customers,  we  have  pro- 
duced 206  sound  motion  pictures  totaling  556  reels.  The  summary  below  shows 
how  these  pictures  and  footage  were  distributed  among  members  of  the  group. 


5  CLIENTS 2  PICTURES  EACH 30 

4  CLIENTS 3  PICTURES  EACH 27 

4  CLIENTS 4  PICTURES  EACH 39 


4  CLIENTS 
4  CLIENTS 
1  CLIENT 
1  CLIENT 
1  CLIENT 
1  CLIENT 
1  CLIENT 
1  CLIENT 
1  CLIENT 
1  CLIENT 


5  PICTURES  EACH 67 

7  PICTURES  EACH 83 

.     8  PICTURES .23 

.     9  PICTURES 13 

.  10  PICTURES 25 

.   11  PICTURES 31 

.   14  PICTURES 45 

.   17  PICTURES 49 

.  22  PICTURES 44 

.  29  PICTURES 75 


REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 
REELS 


Wilding   Picture  Productions,  Inc. 


Catering  to  a  select  clientele 
who  demand  distinctive 
and  outstanding  Sound 
Motion  Picture  Productions 
for  Commercial  Application. 


I    C     A     G     O 


Number  Five 


1940 


[7J 


Fine  pictures  are  rare...  lilie  fine  tobaccos,  fine  coffee! 


To  bring  this  lovely  model  to  life  in  a  thousand  salesrooms, 
to  turn  beauty  into  sales  results,  requires  more  than 
studio    technique    and    materials.     Behind    the    camera    at 


Camera,  Inc.  lies  a  world  of  creative  ability,  of  the 
common  sense  of  making  sales  out  of  eye-appeal,  of 
making  the  picture  dollar  pay  its  way  for  you — the  sponsor. 

There  is  no  obligation  for  consultation  or  consideration  of  your  picture  problem. 


1014     SOUTH      MICHIGAN      BLVD. 


C  a  m  e  r  a  i  n  c 

CHICAGO 
MOTION      PICTURES  •  SLIDE      FILMS  •  ILLUSTltATIOXS 


TELEPHONE      WABASH       13  !3 
•  PHOTO- MURA  IS 


WE  UNHESITATINGLY  RECOMMEND 


SCREENS 


REG.  U.S.  PAT. OFF. 


■".--sSss"" 


One  of  the  most  interesting  films  produced  in  the  past 
year  is  "An  Evening-  With  Edgar  Guest"  which  Jam 
Handy  made  for  Household  Finance  Corporation.  This 
film  is  being  shown  on  Da-Lite  Challenger  screens — 
the  popular  portable  screen  which  can  be  set  up  in- 
stantly anywhere,  yet  folds  compactly  for  easy 
carrying. 


,  Himdv) 


jH-.r 


■n 


Scene  from  "Bullet  Proof" — a  recent  Jam 
Handy  production  for  Frigidaire  Division — 
General  Motors  .Sales  Corporation.  It  is 
shown  here  on  a  Da-Lite  Model  B  hanging 
screen. 


m 

« 

•-'/ 

1% 

EL 

i. 
1 

,>i^<!i'fflfflK' 

iL 

/\ 

<, 

An  eiTective  iieryimnt'l  trainini]:  film  i.s  "In 
Your  Mi  nor "  which  Jam  Handy  has  rect-ntly 
completed  for  Procter  and  Gamble  Companj-. 
It  is  shown  here  on  the  Da-Lite  Challennei 
Screen,  The  Challenger  consists  of  Glass-Beaded 
fabric,  sprinc-roller-mounted  in  a  metal  case 
to  which  a  tripod  is  permanently  and  pivotally 
attached.  The  Challencer  is  the  only  tripod 
screen  with  square  tubinp  to  hold  the  ca>e 
ris^idly  aligned  and  the  entire  picture  in  perfect 
focus.  Made  in  12  sizes  from  30"  x  40"  to 
70"  X  94"  inclusive.  From  $12.50  up.  Slightly 
higher  on  the  Pacific  coaKt. 


Like  Mr.  Jamison  Handy,  other  prominent  producers,  distributors  and 
users  of  l)usiness  films  specify  and  recommend  Da-Lite  screens  for  perfect 
projection.  Da-Lite  screens  are  the  result  of  31  years  of  specialized  experience 
in  screen  manufacture.  They  are  available  with  While,  Silver  or  Glass-Beaded 
surfaces  and  many  types  of  mountings,  including  hanging  screens,  table  models 
and  the  popular  Da-Lite  Challenger,  to  meet  every  requirement  for  efficient 
showing  of  motion  pictures  and  slide  films  under  all  conditions  of  service.  Ask 
your  supplier  about  this  quality  line  of  projection  screens.  Write  for  liter- 
ature  now! 

DA-LITE       SCREEN        COMPANY,       INC. 

DEPT.   5-B  2723    NORTH    CRAWFORD   AVENUE  CHICAGO.   ILLINOIS 


DA-LITE    SCREENS 

'fiU/  Gkaice  of^eadut^  'P/unUece^^-,  Vlatlln€ii/t4- 


'Overheard  in  an 


^^'^jrerneara  in  an 


advertising  agency— 


(THIS  IS  AN  ACTUAL  CASE) 


Brown:  "Joe,  I  don't  know  what  the  devil  we  can  recommend  to  my  client.  He's  got  to  do 
some  advertising;  competition  is  closing  in  on  him.  He  has  a  limited  number  of 
prospects  and  flatly  refuses  to  consider  general  media  because  of  what  he  calls  'waste 
circulation.'  A  movie  is  the  only  thing  that  really  fits  his  problem.  But  how  in  thunder 
can  we  rely  on  salesmen  to  show  it?  And  where  is  all  the  dough  for  sound  projec- 
tion equipment  coming  from?" 

Jones:  "What's  his  distribution?" 

Brown:  "75  factory-owned  branches.  Here's  a  map.  You  see  they  cover  the  country  pretty 
thoroughly." 

Jones:  (To  his  secretary)  "Miss  Bonn,  bring  me  the  Modern  map,  please.  (Turning  to  the 
other)  Charlie,  you've  brought  up  a  common  problem  and  there's  one  way  to  lick  it. 
(Secretary  unfolds  map  on  table)  Look  at  this." 

Brown:  "Well,  what  is  it?  It  looks  like  it  was  drawn  to  parallel  the  client's  map." 

Jones:  "It  is.  It  parallels  the  main  distribution  map  of  all  big  companies.  It  shows  the  81 
points  of  Modern  Talking  Picture  Service.  At  each  one  of  those  pins  is  a  trained 
man  with  full  equipment,  ready  to  arrange  for  an  auditorium,  handle  the  film,  put 
on  the  show.  All  the  salesmen  have  to  do  is  get  their  prospects  in  on  a  certain  night 
and  give  them  the  whole  and  full  story  in  one  sitting.  No  equipment  to  lug  around. 
No  bother.  No  'waste  circulation.'" 

Brown:  "Say,  that's  made-to-order  for  my  client!  I  want  to  know  more  about  this!" 

Jones:  "Telephone  Circle  6-ogio  or  write  to 


MOUERIV  TALKIIVG  PICTURE  SERVICE,  Inc. 

9  Rockefeller  Plaza,  New  York  City 


[10]  BusiNicss    Screen  . 


M 


"Toilm."  flt'chin-il  iht'  ^enrriil  stilr.\  nuina^cr  of  onr 
of  the  autumohile  industry's  Big  Three  recently, 
"with     highly    competitive    sales    programs,    it    is 


necessary  to  not  only  tell  salesmen  what  to  do  but 
HOW  to  do  it.  In  this  respect  I  have  found  motion 
pictures     and     slidefilms     of    inestimable     value." 


VOLUME 


19  4  0 


NUMBER     •     FIVE 


HELPING  THE  SALESIIAI  WITH  THAIIIK  FILMS 


•  "We  Assure  Ourselves."  declared  a  na- 
tional sales  executive  recently,  ''that  the  con- 
sumers of  our  products  get  plenty  of  oppor- 
tunities to  get  acquainted  with  its  merits  through 
untold  columns  of  national  and  local  adver- 
tising. To  my  mind,  the  important  and  often- 
missing  element  in  our  selling  programs,  is 
that  we  fail  to  make  certain  that  the  sellers, 
our  salesmen  and  dealers,  are  equally  familiar 
with  those  merits  and  know  how  to  tell  them 
to  the  customer." 

Again,  many  sales  executives  are  asking  them- 
selves, "how  much  is  a  good  salesman  worth? 
The  question  deserves  another,  "how  much  did 
he  cost?"  The  cost  of  a  salesman  must  he 
measured  in  terms  of  non-productive  training, 
of  months  of  non-productive  field  work  or  of 
unsuccessful  selling.  To  those  businesses 
obliged  to  cut  short  the  period  of  primary 
training,  an  inexorable  rule  of  turnover  takes 
effect:  secondary  losses  often  take  far  greater 
toll  in  missed  sales  opportunities  and  ofTendeil 
prospects. 

Affects  Ai.i,  Types  of  Selling 
No  business  requiring  salesmen,  sales  repre- 
sentatives or  clerks  can  claim  exemption  from 
the  responsibility  of  assuring  their  progress 
as  well  as  its  own  results.  Enough  barriers 
exist  in  customer  attitudes,  economic  and  politi- 
cal strife,  and  other  unseen  hazards  to  selling 
success  without  sending  out  an  ill-equipped, 
poorly-trained  salesman  to  do  battle  for  business. 
But  the  problem  of  how  much  training  and 
how  much  can  be  spent  on  it  is  not  a  .simple 
one  for  the  company  working  on  a  slim  margin 
of  profit.  Nobody  expects  to  give  a  dime  store 
clerk  a  college  education. 

The  largest  national  business  organizations 
have  almost  universally  adopted  visual  pro- 
grams as  the  most  satisfactory  tools  in  the 
sales  training  field.  Both  motion  pictures  and 
slidefilms  analyze  products  and  prospects;  put 
into  the  minds  of  salesmen  tried  and  tested  for- 
mulae for  selling  success  through  eye  and  ear 
training.  In  agreement  with  noted  psychologists, 
these  business  leaders  declare  that  such  visual 
training  methods  accomplish  more  results  in 
a  far  shorter  period  of  time  than  would  be 
possible  in  any  other  way.  One  noted  execu- 
tive. I?ichard  H.  Grant  of  General  Motors  Cor- 
poration, says  "the  greatest  plan  for  putting 
ideas  into  men's  heads  that  ever  came  into 
selling!" 

What  Do  Visual  Programs  Cost? 

*  "Yes,"  agrees  the  small   manufacturer,   "our 


rpHE  face  in  the  MIRROR:  most  recent  of 
general  salesmen  training  programs.  James 
Dunn  stars  as  Ed  Brooks,  a  typical  salesman 
whose  experiences  drive  home  good  selling 
principles     that     fit     man\-     tjpes    of    business. 


salesmen  and  jobbers'  agents  could  get  a  lot 
of  good  out  of  getting  really  acquainted  with 
this  company  and  with  the  principles  of  modern 
selling.  But  we're  not  in  a  class  with  those 
big  fellows.   We  just  couldn't  afford  it." 

To  many  in  this  classification  the  true  cost 
of  well-produced  motion  pictures,  motion  slide- 
films  and  slidefilms  is  a  revelation.  Organiza- 
tions with  only  two  or  three  salesmen  have 
profitably  produced  sound  slidefilms. 

But  not  a  single  salesman  need  he  without 
the  benefits  of  modern  sales  training  through 
visual  selling  films.  Through  the  facilities  of 
a  half-dozen  distributors,  a  library  of  out- 
standing motion  pictures  and  slidefilms  which 
covers  practically  every  type  of  selling  is  avail- 
able for  your  training  program  at  modest  rental 
and  sale  prices. 

You  Can  Rent  Excellent  Programs 
♦  Lack  of  acquaintance  with  the  medium  need 
no  longer  stand  in  the  way  of  its  use.  Before 
the  sales  meeting,  at  your  sales  convention,  or 
at  the  training  cla.ss  for  sales  clerks,  either 
motion  pictures  or  slidefilms  may  be  presented 
at  a  minimum  of  expense.  Such  leaders  as 
Richard  C.  Borden  and  .\lvin  Busse.  Elmer 
\\  heeler.  Robert  H.  Nutt  and  many  others  are 
presented  in  sound  motion  pictures  that  combine 
intensive  instruction  with  real  inspiration. 

One  recent  motion  picture.  The  Face  in  the 
Mirror,  indicates  the  general  interest  to  be 
found  in  such  subjects.  This  true-to-life  comedy 
drama,  presents  likeable  James  Dunn  in  a 
typical  days  experiences  which  illustrate  good 
and   bad    salesmanship. 

Ed  Brooks,  played  by  Dunn,  is  a  good  but 
happy-go-lucky  salesman.  His  adventures  on 
a  day's  shopping  tour  which  includes  a  wide 
variety  of  purchases  ranging  from  a  new  hat  for 
himself  to  canned  food  for  the  dog  bring  home 
plenty  of  lessons  in  salesmanship,  good  and 
fiad.  The  point  which  the  picture  drives  home 
vividly  is  that  the  salesman  who  would  improve 
himself  must  learn  to  look  at  himself  in  the 
mirror  fearlessly  and  honestly,  always  with  an 
attitude  of  "I  wonder  whether  a  buyer  would 
buy  from  me?"  The  28-minute  picture  is  de- 
signed for  retail  schools,  sales  meetings  and 
business  conventions  of  all  types  and  sizes. 

Not  only  are  these  general  syndicated  pro- 
grams most  useful  but  a  great  many  sales  or- 
ganizations have  made  use  of  associational  pro- 
grams such  as  the  new  series  recently  launched 
in  the  insurance  field  by  the  Institute  of 
Life   Insurance   and    (continued  on  next  page) 


Number  Five 


1910 


[111 


Toiiay's   representative  salesiiuni    considers   the   rnles  set 

forth  by  Beit  Franklin.  Zi'liieh  are  so  successfiflly  applied 

to  his  modern  problems  in  "SelUnf/  Ameriea" 


Ptanhlin's    precepts,    to    which    he    adhered    rclii/uutsly 

throughout    his   active   public   life,   served   to   gain   him 

most  of  his  vast  influence  in  public  affairs. 


"SELLING  AMERICA"  holds  equal  inspiration  for 
everyone  zvhosc  vocation  involves,  in  any  zvay,  contacts 
a}id  relationships  with  other  people.  Today  we  might 
phrase  the  rules  differently,  put  them  in  modern  form 
as  in  "Selling  America,"  but  their  meaning  zvould  be 
unchanged.  This  Jam  Handy  motion  picture  has  been 
successfully  employed  before  sales  groups,  conventions, 
etc.,  on  a  modest  rental  and  projection  scj-z'ice  fee  basis. 


illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^ 

I        A    USEFUL    GUIDE    TO    MOTION     PICTURES     AND     SLIDEFILMS        | 
i        AVAILABLE    FOR    GENERAL    SALES    TRAINING    PURPOSES        1 


Sound  Motion  Pictures 

Beware     of     Mentalitis :  A     temi- 

huitioruus      iiresentation  on       the 

mental  attitude  of  a  salesman 
toward    his    job.     ( 1) 

How  to  Make  a  Sales  Presentation 
Stay  Presented:  A  St'-minute  Boi- 
den  &  Buase  instructive  film  on 
fundamentals  of  true  salesman- 
ship ;  charts  couree  of  a  success- 
ful  sale.    U) 

How  to  Remember  Names  and 
Faces :  Presents  Robert  H.  Nutt, 
memory  expert,  joins  Borden  & 
Buase  in  presenting  technique  of 
remembering  prospects  names  and 
faces,    (1) 

How  to  Win  a  Sates  Argument: 
Another  30-minute  Borden  & 
Busse  reel  shows  the  technique  of 
overcoming  obstacles  which  lie  in 
the  path  of  an  order.    (1) 

Persuasion  Makes  the  World  Go 
'Round :  Analysis  of  five  steps  a 
buyer's  mind  takes  before  buyinj^  ; 
especially  valuable  for  saleemen 
whose  orders  are  received  after 
Iteriod  of  negotiations. 

Selling  America:  The  precepts  of 
Ben  Franklin  are  applied  to  mod- 
ern selling  with  truly  inspira- 
tional results  in  this  general  sales 
training    picture.     (2) 


The  Art  of  Selling:  A  dramatic 
presentation  produced  with  R.  H. 
Macy  &  Co.  on  sales  methods  ap- 
plied to  the  specific  field  of  re- 
tailing.    (1) 

The    Face    in    the   Mirror:    A   very 

recent  presentation  of  a  sales- 
man's day  off  in  which  he  ob- 
serves the  faulti^  and  advantages  of 
various  sales  persons  he  meets     (2) 

Two    Salesmen    in    Search    of    an 

Order :  Typical  of  sponsored 
reels    with    general    value    is    this 


Key  to  Sources 

<1>  Modern  Talking  Picture 
Service.  Inc..  Nine  Rocke- 
feller Plaza.  New  York  City 
and    local    licensees. 

(2)  The  Jam  Handy  Organi- 
zation. 2900  E.  Grand  Blvd.. 
Detroit,  Michigan  and  other 
principal    cities. 

(3)  Dictaphone  Sales  Corp.. 
New   York   City. 

(4)  Audivision.  Inc.,  2S5 
Madison  Avenue,  New  York 
City. 

(5>  R.  L.  Buckingham  & 
Associa'es,  35  E.  Waciier 
Ilrive.  Chicaso. 


Dictaphone     film     wliicll     presents  S 

the    techniriues    of    a    good    and    a  ^ 

bad    salesman.    (3)  = 

Word      Magic;      Presents      Elmer  p 

Wheeler,    author   of    "Tested    Sen-  = 

tences    that     Sell,     in    a    training  = 

film    which    shows  how  to  pet   re-  = 

suits   through    proper   verbal    tech-  = 

nique.    (I)  = 

Sound  SUdeJitnis  = 

(ntmstripn  and  Recorded   Talk)  ^ 

Firing    Line    Films:    A    syndicated  ^ 

series    of    sales    lessons    beginning  = 

nith     "To     Be    a     Winner."     etc..  = 

through  various  important  phases  ^ 

of  selling  objections,   etc.    (4)  = 

How   to  Make  a  Sales  Point   Hit:  ^ 

Si-x  fundamental  methods  for  giv-  = 

ing    a    selling    point    its    greatest  = 

value.       (1)  = 

How  ti>  Deliver  a  Sales    Presenta-  = 

tion :    30-minute  slidefilm  illustrat-  = 

ing    test    principles    of    successful  = 

public  speaking.  (1)  = 

How    to    Sunervisc    Salesmen:    1.5-  ^ 

minute  slidefilm   presents  8  estab-  ^ 

lished    ways    to    handle    salesmen :  = 

changing      sales      manager      from  = 

driver   to    leader.    (1)  = 

Slep-Up-Sales     Plan:      Syndicated  M 

series    of    sales   training    slidefilms  = 

complete    with    manuals,    etc..    for  = 

meetings.     (.'',)  = 


iillllilliilliilllillilllillllllliiilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^ 


( Continued  from  the  Previous  Page) 
many  otlier  types  of  sponsored  pictures  such  as 
Dictaphone's  .  Two  Salesmen  in  Search  of  an 
Order,  which  is  basically  an  advertising  film 
but  because  of  the  sales  lessons  contained  therein 
most  useful  to  many  varying  kinds  of  sale.'^ 
organizations.  The  picture  has  been  available 
on  free  loan  from  local  Dictaphone  offices. 

Syndicated  Slidefilms 

•  Illustrated  and  recorded  sales  lessons  dial 
pack  many  effective  training  points  are  con- 
tained in  two  representative  series  of  syndicated 
sound  slidefilm  programs  now  available  for 
general  use.  Audivision.  Inc.  of  New  York 
City  {Firing  Line  Films)  and  the  R.  L.  Buck- 
ingham Associates  of  Chicago  (Step-Up-Sales 
Plan  )  are  distributing  the  two  series. 

♦  Firing-IAne  Films  are  action-edged,  modern 
tools.  Like  other  tools,  they  should  be  used 
with  care  and  judgment.  Merely  showing  the 
films  to  your  salesmen  will  stimulate  them  and 
bring  about  improvements.  But  that  is  not  the 
way  to  reach  a  full  measure  of  benefit  from 
them. 

Let"s  be  sure  we  have  the  same  understanding 
of  the  real  purpose  in  view.  A  Firing-Line  Film 
is  not  intended  to  instruct  your  men  in  the 
exact  methods  of  selling  your  products;  that's 
your  function,  not  ours.  What  the  films  will  do. 
if  you  use  them  properly,  will  be: 

First,  stimulate  your  salesmen  to  think  harder 
and  slraighter; 

Second,  make  them  act  more  skiljully  in 
handling  their  everyday  problems; 

Third,   develop   more   effective  Sidling   habits. 


Both  the  "Firing  Line"  and  the  "Step-Up"  se- 
ries are  furnished  complete  with  consideraMc 
supplementary  printed  materials  such  as  hand- 
books, testing  plans,  etc.,  and  full  meeting 
instructions. 

♦  An  analysis  of  reports  from  more  than  a 
hundred  companies  using  the  Step-Up-Sales  Plan 
as  a  basis  for  training  salesmen  on  the  basic 
principles  of  selling  reveal  that  top-notch  sales- 
men get  just  as  much,  if  not  more,  out  of  the 
series  of  eight  meetings,  as  do  the  men  who  are 
not  big  producers.  The  great  variety  of  ways 
in  which  the  program  is  being  used  successfully 
include: 
1 — Conducting    a    series    of    eight    constructive 

meetings  for  salesmen  of  the  company. 
2 — Providing  salesmen  with  a  means  for  getting 
before  jobber  sales  meetings  for  a  series  of 
showings  and  discussions  as  to  how  the 
principles  presented  can  be  applied  to  tlie 
company's  products. 
3 — Making  available  a   practical   sales  training 

program  for  dealers  and  dealer-salesmen. 
4 — A   means   for   getting   distributors   active   in 
doing  an  intensive  job  of  training  salesmen 
in    their   own    organization    as   well    as    for 
dealers  in  their  territories. 
5 — Giving    branch    managers    a    sales    training 
program  they  can  conduct  in  a  modern,  ef- 
ficient way. 
6 — Training  retail  sales  people. 
7 — Development  of  key  men  in  the  sales  organ- 
ization  by   putting   them   in   charge  of  con- 
ducting meetings  as  outlined  in  the  Meeting 
Guides    furnished    with    the    Stcp-Up-Sales 
Plan. 


"WORD  MAGIC"  presents  personality  of  Elmer  IVhceler,  president,  Tested  Selling 
Institulc:  milhnr  oj  the  reeord-breaking  best  seller,  "Tested  Sentences  That  Sell." 
In  the  scenes  beloin,  from  "Word  Magic,"  Mr.  Wheeler  is  presented  in  frames  one  and 
Ihrce,  (7  couple  of  skeptics  in  his  audience  occupy  frame  tzvo  and  Ihe  lust  frame  (to  the 


right)  ably  illttslrales  one  of  Mr.  It'heeler's  cardinal  points  on  speech  that's  short  and 
to  the  point  as  the  hero  proposes.  P'arlicniarly  interesting  to  over-thC'Countcr  sales 
people.  "JTord  Magic"  Is  available  through  Ihe  facilities  of  Modern  Talking  Picture 
Sen'ice.  Inc.,  and  affiliated  licensees  at  modest  rentals  based  on  [he  sice  of  Ihe  gronp.  elc. 


o^Uk. 


RECENT    and     SIGNIFICANT     NEWS     EVENTS 

♦  The  Annual  Report  of  Teclinicolor.  Inc.. 
and  its  subsidiary.  Technicolor  Motion  Picture 
Corporation,  made  tliis  month  hy  Dr.  Herbert 
T.  Kalmus,  revealed  that  shipments  of  Tech- 
nicolor positive  prints  in  1939  totalled  70,- 
126.156  feet. 

This  compares  with  66.720.237  feet  in  1938, 
and  is  an  increase  of  more  than  six-fold  in  six 
years,  the  1934  figure  being  11.564.771  feet. 

In  1939  Technicolor  manufactured  and 
shipped  approximately  21/0  million  feet  of  35 
and  16  mm.  release  prints  of  industrial  and 
advertising  subjects  for  accounts  which  included 
many  of  the  outstanding  national  advertisers. 
During  the  first  two  months  of  1940  nearly  as 
much  footage  of  16  mm.  prints  was  manufac- 
tured  and    shipped    as    for   the   entire   year   of 

1939. 

»     *     » 

♦  News  that  the  United  States  Film  Service  has 
failed  to  secure  Congressional  approval  of  its 
next  year's  budget  of  $117,260  was  received 
from  Business  Screens  correspondent  at  the 
nation's  capital  as  this  issue  went  to  press. 
Through  its  widely  publicized  production  of 
pictures  such  as  The  River,  The  Plough  Thai 
Broke  the  Plains  and  the  recent  film.  The  Fight 
jor  Life,  the  agency  apparently  incurred  the 
displeasure  of  anti-New  Deal  legislators. 

Through  the  efforts  of  Senator  Henry  F. 
Ashurst  (Dem..  Ariz.)  an  amendment  cancelling 
a  ruling  of  Secretary  of  Interior  Harold  L. 
Ickes  regarding  the  charging  of  fees  for  taking 
motion  pictures  on  the  public  domain  was  passed 
by  the  Senate.  A  charge  of  $500  a  day  has  been 
levied  by  the  Secretary's  order. 
*     *      * 

♦  A  bronze  plaque  for  the  most  effective  insti- 
tutional motion  picture  produced  in  1939  has 
been  awarded  to  the  Cleveland  Railway  Com- 
pany, according  to  an  announcement  by  the 
C.I.T.  Safety  Foundation.  This  Foundation  was 
established  in  1936  by  C.I.T.  Corporation,  na- 
tional automobile  sales  financing  institution,  and 
has  made  such  an  award  annually  since  that 
time. 

The  plaque  was  presented  in  Cleveland  on 
April  20th  by  A.  G.  Rude,  vice-president  of 
C.I.T.  Corporation,  in  behalf  of  the  Foundation, 
to  Frank  R.  Hanrahan,  president  of  the  Cleve- 
land Railway  Company,  for  their  motion  picture 
You  Bet  Your  Life.  A  luncheon  given  by  the 
Cleveland  Safety  Council  at  the  Hotel  Statler 
on  that  date  paying  tribute  to  all  those  who 
had  a  part  in  bringing  to  Cleveland  the  Na- 
tional Safety  Council's  designation  as  the  safest 
major  city  in  1939  was  the  occasion  for  the 
presentation  of  the  C.I.T.  Safety  Foundation 
institutional  motion  picture  plaque. 

All  of  the  traffic  safety  institutional  motion 
pictures  produced  in  1939  submitted  for  con- 
sideration with  respect  to  the  C.I.T.  Safety 
Foundation's  annual  award  were  judged  as 
in  the  past  by  the  Motion  Picture  Traffic  Safety 
Committee.  This  award  was  won  the  year  before 
by  the  Chevrolet  Motor  Division  of  General 
Motors  Sales  Corporation  for  their  motion  pic- 
ture Knights  of  the  Highway.    (See  Page  24.) 


"YOU  CAN  TALK  ALL  YOU  WANT  TO,  BUT  . . . 


...  the  fact  is.  that  half  of  «liat  you  have 
just  said  will  never  be  remembered  and  a  lot 
of  the  rest  of  it  will  never  help  those  earnest 
salesmen  of  yours  to  get  the  results  you  expect 
of  them." 

That's  the  conclusion  which  many  a  sales- 
manager  is  being  obliged  to  accept  in  these 
crowded  days  of  world-shaking  economic  and 
political  events,  of  hectic  advertising  and  pro- 
motional competition  among  all  types  of  busi- 
ness for  the  consumer's  dollar  and  the  dealer's 
favor.  All  this  competitive  bargaining  for  the 
salesman's  attention  is  costly,  but  the  failure 
of  one  of  these  laboriously  trained  representa- 
tives is  even  more  so. 

There's  another  important  angle  to  consider: 
remember  ivhat  happened  to  that  valuable  sug- 
gestion you  made  to  your  field  managers  for  the 
benefit  of  local  agents?  Before  it  got  to  Keokuk. 
Iowa,  the  fellow  there  heard  the  thing  quite 
differently  than  you  expressed  it.  And  what 
did  it  mean  to  him?  You  couldn't  take  him  back 
through  those  years  of  your  personal  experi- 
ences in  the  field  that  made  you  the  valuable 
executive  you  are  today.    You  couldn't  visualize 


those  typical  scenes  which  would  show  him  how 
you  would  have  handled  those  tough  birds  in 
his  territory. 

You  couldn't  without  going  there  unless  you 
took  that  good  idea,  "froze"  it  into  a  living  illus- 
tration enacted  with  perfect  clarity  in  a  film 
that  got  its  meaning  across,  and  then  added  to 
it  the  untold  examples  of  successful  selling  that 
would  turn  the  veriest  order  taker  into  a  pretty 
fair  salesman.  There's  a  lot  of  difference,  as 
only  you  know  so  well. 

The  motion  picture  or  slidefilm  used  for  sales 
training  or  for  the  more  general  work  of  pro- 
motion to  dealers  and  agents,  etc.,  can  do  a  lot 
more.  It  takes  both  product  and  maker  into 
the  mind  of  the  prospect,  as  well  as  the  sales- 
man I  for  many  pictures  must  do  double-duty), 
and  offsets  the  disadvantages  of  distant  and 
impersonal  relations.  Good  faith  in  the  company 
is  a  priceless  heritage  built  by  years  of  tradi- 
tion and  customer  relations.  It  is  made  easier 
by  the  same  films  that  make  it  possible  for  your 
salesmen  to  knoiv  and  believe  in  the  product 
vou've  asked  them  to  sell.  — 0.  H.  C. 


t'i  II  -TTTTrmrn  'HrTi 


STiiiiio  mmm 

SEE      RADIO      SPONSORS'      PICTURES 


Two  years  ago.  the  editors  of  "Business  Screen"  noted  the  possi- 
bilities of  motion  picture  showings  to  radio  studio  audiences; 
reported  that  Esso  Dealers  of  Allegheny  County,  Pennsylvania, 
hud  attended  the  showing  of  the  Marketers'  newest  film.  "Design 
for  Power.''  which  preceded  a  studio  broadcast  of  the  famed 
Esso  Reporter  airshow  before  1500  enthusiastic  members  of  the 
audience.  The  opportunity  thus  presented  is  now  being  realized 
by  several  national  sponsors  with  current  New  \  orh  studio  shows. 
We  bring  up  the  record  in  this  revietv  of  th(.   present  situation. 


♦  Radios  popular  version  of  the 
■'behind-the-scenes"  glamor  that 
crowds  the  sidewalks  at  movie 
premieres  is  the  studio  broadcast. 
Grown  by  its  own  impetus  from  a 
jealously-guarded  privilege  ac- 
corded the  relatively  small  audi- 
ences who  joined  the  sponsor  in  a 
glass-shielded  cubicle  to  present-day 
attendances  running  up  to  several 
thousands  at  a  single  program,  the 
studio  broadcast  now  provides  some 
interesting  promotional  oppor- 
tunities. 

To  radio  artists  and  producers 
these  "life"  shows  often  provide 
an  atmosphere  of  spontaneity  and 
warmth  as  well  as  adding  a  thea- 
trical quality  to  the  entertainment 
that  goes  over  well  with  the  listen- 
ing audience.  So  well,  in  fact,  that 
audience  shows  have  created  a 
whole  wave  of  programs  of  their 
own.  Tops  in  popularity  are  the 
Major  Bowes.  Kay  Kyser.  Sunday 
Evening  (Ford)  and  similar  shows 
in  which  the  presence  of  the  .seeing 
audience  is  indispensible  to  the  en- 
joyment of  the  listener. 

OTHKR  AUDIENCE  CHARACTERISTICS 
Tickets  of  admission  to  these 
broadcasts  are  very  much  at  a 
premium  and  an  element  of  pat- 
ronage is  thus  afforded  the  spon- 
sor which  works  out  well  in  dealer 
relations  and  customer  good  will. 
The  increasing  popularity  of  these 
shows  is   attested   by   the   construc- 


tion in  Chicago  and  Hollywood  of 
audience  theatres,  and  the  use  in 
New  York,  Detroit.  Chicago  and 
other  large  metropolitan  centers 
where  programs  originate,  of  the 
largest  legitimate  theatres.  A  recent 
CBS  show  in  Chicago  drew  the 
wrath  of  the  fire  marshal  when 
throngs  overflowed  the  auditorium 
and  crowded  both  stage  and  lobbies. 

The  sponsor's  advantage  has  been 
largely  that  of  goodwill  in  the  dis- 
posal of  tickets  to  this  modern 
streamlined  vaudeville.  Employee 
and  dealer  goodwill  is  also  culti- 
vated by  attendance  at  premieres  of 
the  ('ompany's  new  air  show.  In- 
formal additional  entertainment  is 
often  provided  to  supplement  the 
brief  period  during  which  the  show 
is  actually  on  the  air.  Not  much  ad- 
vertising other  than  an  occasional 
stage  banner  can  be  attempted  be- 
sides theannouncer's''commercials." 

Audiences  are  requested  to  arrive 
early  so  that  when  the  program 
goes  on  the  air  everyone  is  seated 
and  ready  for  the  master  of  cere- 
monies' sign  for  applause,  etc. 
Doors  open  a  half-hour  early  for 
these  performances  and  are  closed 
at  least  ten  minutes  before  the  zero 
hour. 

A   NEW  IDEA   FOR  SPONSORS 
♦    In  the  William  Penn  hotel  ball- 
room at  Pittsburgh.  Pa.,  two  years 
ago  Business  Screen  observed  that 
Esso  Marketers  had  something  fresh 


Panorama  showing  audience,  control  rooms  and  stage  at  If  CN's  Studio  1: 


[14] 


The  SlS-seat  studio  theatre  of  Radio  Station 
W  GN.  Chicago  outlet  for  the  Mutual  Broadcast- 
ing   System,    is    typical    oj    the    modern    trend. 


In  Neic  York.  .NBC  audiences  number  many 
thousands  at  nightly  broadcasts  held  in  the 
Rockefeller     Center     studios     and     in     theatres. 


.4  Chicago  NBC  audience  listens  to  the  broad- 
cast and  applauds  enthusiastically  as  the  slioic 
is  on   the  air.    Such   audiences  may   see  films. 


and  original  in  the  Ivvin-sliowing  of 
the  new  Esse  motion  picture.  Design 
for  Power,  antl  the  broadcast  of  the 
£5,50  Reporter  radio  program.  The 
fifteen-hnndred  Esso  Dealers  who 
attended  the  show  tliought  so  too  as 
attested  liy  the  andience  figure  and 
the  enthusiastic  reception  accorded 
the  program. 

Now  at  least  three  national  spon- 
sors have  successfully  combined 
especially-produced  motion  pictures 
with  studio  shows  playing  to  capac- 
ity audiences  in  New  York  City. 
The  new  development  began  with 
the  showing  of  American  Tobacco 
Company's  Story  of  Lucky  Strike 
before  audiences  at  the  Hit  Parade 
and  Kay  Kyser  broadcasts,  contin- 
ued with  the  showing  of  the  Liggett 
&  Myer's  (Chesterfield)  film  To- 
baccoland  before  audiences  attend- 
ing the  Glenn  Miller  shows  and  has 
also  been  successful  at  the  DuPont 
Cavalcade  broadcasts. 

MANY  ADVANTAGES  APPARENT 

Briefly,  the  advantages  to  the 
sponsor  are  twofold.  The  waiting 
audience  during  the  pre-broadcast 
period  is  provided  with  entertain- 
ment and  the  sponsor  is  assured  of 
a  fine  institutional  advertisement. 
Advertising  executives  do  not  hesi- 
tate to  say  that  the  movies  would  be 
a  considerable  drawing  card  in 
themselves,  if  one  were  needed,  so 
there  can  be  no  thought  of  the  audi- 
ence's displeasure. 

The  combined   film-radio  presen- 


tation also  makes  for  more  satisfac- 
tory program  length  and  may 
dispense  with  the  necessity  of  fur- 
nishing impromptu  entertainment. 
Certainly  no  sponsor  need  feel  the 
need  of  further  advertising  in  order 
to  get  his  money's  worth  for  the 
cost  of  the  theatre,  etc. 

From  the  point-of-view  of  dealer 
showings,  an  entirely  new  field  is 
opened  up.  Never  before  has  the 
sponsor  had  a  better  opportunity  to 
do  an  institutional  job  of  improving 


sponsored  films  as  entertaining  as 
their  popular  radio  shows.  The 
Story  of  Lucky  Strike  was  regu- 
larlly  plugged  over  the  air  by  m.  c. 
Kay  Kyser  during  showings  at  the 
New  York  World's  Fair  last  sum- 
mer and  later  during  the  studio 
showings.  Chesterfield's  four-reel 
film  was  premiered  at  Durham. 
N.  C.  during  a  two-day  showing  at 
two  local  theatres.  Half  the  popu- 
lation of  Durham,  more  than  35.000 
persons-  attended  the  free  perform- 


"Ticket,'(  please"  is  the  order  of  the  day  at  studio  shoics. 


dealer  relations  and  knowledge  of 
his  product.  The  task  could  be  ac- 
complished in  no  better  way.  The 
educational  and  goodwill  value  of 
the  full-length  show  attended  by  re- 
tailers and  their  families  should  be 
extremely  valuable  to  any  national 
merchandiser. 

WHAT    TYPE    OK    FILMS? 

The  two  cigarette  advertisers  pre- 
senting    current      ))rograms     have 


ances.  Later  it  was  shown  three 
nights  a  week  during  the  Glenn 
Miller  broadcast  at  the  CBS  radio 
theatre  No.  3. 

Tobaccoland  is  a  news-featurette 
of  the  March  of  Timet  character 
which  portrays  the  life  of  the  to- 
bacco farmer  at  home  and  in  the 
fields,  at  the  tobacco  auction  and 
attending  the  social  events  of  his 
community.      A    trip    through    the 


Chesterfield  plant  is  also  in  the 
script.  A  second  and  shorter  film, 
Pleasure  Time,  tells  the  story  be- 
hind the  preparation  of  a  typical 
Fred  Waring  broadcast.  The  two 
films  offer  a  "full  hour  of  entertain- 
ment." 

AN  OPPORTUNITY  FOR  SPONSORS 
♦  .\  brief  survey  of  the  opportuni- 
ties which  await  sponsors  in  this 
new  field  was  undertaken  by  Busi- 
ness Screen  in  Chicago.  Although 
this  idea  is  notably  more  successful 
for  national  advertisers  at  the 
points  where  major  shows  originate, 
it  may  be  successfully  done  in  al- 
most every  city,  even  to  the  point  of 
"piping  in"  the  radio  show  by  local 
reliroadcast.  tying  it  up  with  local 
entertainment  and  the  showing  of  a 
film  print. 

In  Chicago,  for  example,  the 
National  Broadcasting  Company 
(WMAQ-WENR)  has  four  studio 
theatres.  The  largest  of  these  is  the 
350-seat  Studio  A  which  has  ap- 
proximately 700  guests  a  day  at 
two  shows.  The  beautiful  new  Stu- 
dio Theatre  of  \^  GN  where  Mutual 
network  shows  originate  from  Chi- 
cago has  578  seats. 

The  Columbia  Broadcasting  Sys- 
tem and  its  local  outlet.  Station 
WBBM.  has  a  modern  studio  thea- 
tre seating  300  and  also  frequently 
engages  the  Civic  Opera  House  and 
other  Chicago  theatres  for  larger 
"personal  appearance"  shows. 


This  SlS-scat  modern  theatre  on  Michigan  .Avenue  in  Chicago  is  thronged  with  visitors 


who  attend  nightly  broadcasts  of  outstanding  MBS  radio  shows. 


■«*..  ** 


TELEnSIOI 

PROVIDES    AUDIENCES    WITH    MOTION    PICTURES 

Br  ROBERT  SEYMOIR.  Jr. 


•  Coincident  with  tlie  opening  of 
the  RCA  Exhibit  at  the  New  York 
World's  Fair  on  May  1.  1939.  the 
National  Broadcasting  Company 
gan  operation  of  their  television 
station,  W2XBS.  on  a  scheduled 
liasis  of  twenty-two  hours  per  week 
for  the  benefit  of  "viewers"  at  the 
exhibit  and  prospective  buyers  of 
sets  in  the  Metropolitan  area.  On 
the  twentieth  of  June,  a  new  policy 
was  put  into  effect  which  called  for 
approximately  fifteen  hours  per 
week  of  televising;  this  policy  is 
still  in  effect. 

During  the  first  month  of  opera- 
lion  the  programs  consisted  of  an 
eijual  amount  of  motion  picture  and 
"live  talent"'  shows.  The  motion 
pictures  were  run  in  sequence  from 
a  'mill"  which  consisted  of  govern- 
ment, navy,  and  commercial  films, 
and  several  issues  of  the  March  of 
Time.  There  were  two  faults  with 
this  program;  in  the  first  place,  for 
some  reason,  the  television  audience 
thought  that  film  television  was  less 
amazing  than  live  talent,  there  was 
a  subconscious  feeling  that  some- 
thing was  being  put  over  on  them, 
and  in  this  initial  attempt  of  N.B.C. 
to  promote  television  it  was  neces- 
sary to  supply  the  audience  with  all 
possible  proofs  of  the  many  facili- 
ties of  television;  in  the  second 
place,  running  the  motion  picture 
films  from  a  "mill",  so  that  the 
same  film  was  shown  many  times, 
caused  a  duplication  that  was  an- 
noying to  members  of  the  audience 
who  had  seen  the  film  before.  Thus. 
Mr.  Throbwickel.  who  had  seen  a 
film  Tuesday,  thought  there  was 
something  phony   about   seeing   the 


same  thing  again  on  Friday,  and 
this  lessened  his  interest  in  tele- 
vision as  something  that  had  "ar- 
rived." To  combat  this  feeling. 
N.B.C.'s  program  department  de- 
vised a  new  schedule  which  called 
for  only  one-third  of  the  program 
time  to  be  devoted  to  motion 
pictures. 

Commercial  pictures,  which  are 
sliown  on  an  average  of  one  hour 
per  week,  stand  well  up  on  the  rat- 
ing lists  of  the  program  department. 
N.B.C.  sends  to  owners  of  sets  in  the 
listing  area  a  return  post  card  at- 
tached to  the  weekly  program  and 
the  viewers  are  asked  to  evaluate  the 
programs  which  they  see.  Commer- 
cial films  rate  between  Fair  and 
Good  on  this  list  with  the  longer 
films  scoring  much  higher  than 
short  subjects;  a  good  educational 
or  entertaining  commercial  of  about 
thirty  minutes  length  often  rates  at 
Good,  or  better,  comparing  favor- 
ably with  theatrical  films. 

Technical  qualifications  of  mo- 
tion jiictures  for  television  are  little 
different  from  those  which  hold  true 
for  projection  in  any  manner,  with 
a  few  exceptions.  Photography,  in 
general,  must  be  high  key,  with 
jjlenty  of  contrast.  Darkness  and 
lack  of  contrast  on  the  television 
screen  still  has  too  much  tendency 
to  cause  the  viewer  to  think  that 
something  is  wrong  with  his  set: 
and  there  can  be  no  doubt  that  the 
lighting  system  of  the  television  re- 
reiver  is  a  far  cry  from  the  arc  pro- 
jection of  the  typical  theatre  set-up. 
But  when  sound  is  considered  it  is 
quite  the  reverse;  the  television 
sound     system     has     much     higher 


fidclily  than  the  theatre  sound  sys- 
tem, and  for  this  reason  it  is  im- 
perative that  the  sound  track  be 
clean  and  well  recorded;  especially 
so  since  the  sound  on  celluloid 
shows  must  stand  comparison  with 
live  talent  programs  which  often 
precede  or  follow  them.  N.B.C.  has 
found  that  16  mm.  films  are  gener- 
ally satisfactory,  however,  for 
utmost  fidelity  in  sound  and  clarity 
of  image.  35  mm.  films  are  slightly 
preferable. 

Naturally,  the  future  possibilities 
of  television  on  a  permanent  com- 
mercial basis  depend  on  decisions 
of  the  Federal  Communications 
Commission.  By  its  recent  about- 
face  decision,  commercial  tele- 
vision, even  on  a  limited  scale  has 
been  temporarily  held  up. 

Chairman  James  Lawrence  Fly. 
in  a  recent  speech  before  the  New 
^  ork  Advertising  Club,  explained 
the  Commission's  position:  "The 
difference  between  television  and 
other  major  scientific  developments 
is  this:  The  1905  jalloppy.  the 
magic  lantern,  and  the  crystal  sets 
can  still  work,  but  in  television  a 
major  change  will  make  the  sets  a 
piece  of  furniture  of  doubtful 
value.  If  the  Commission  permits 
television  to  be  anchored  down  to 
present  standards  and  the  public 
buys  those  sets,  no  Commission  and 
no  national  administration  will  ever 
have  the  guts  to  change  them." 
Other  quarters  maintain  that.  "A 
iww  industry  is  being  throttled  by  a 
government  bureau  exercising 
power  never  granted  by  congress." 
The  general  opinion  seems  to  be 
that,  however  the  solution,  the  situa- 
tion will  clear  up  within  the  next 
few  months. 

Advertisers  who  are  turning  their 
eyes  to  television  should  realize 
the  various  ways  in  which  the 
medium  can  be  used.  There  are 
three  means  of  effectiveness  which 
can  be  utilized  in  television:  the 
mobile  unit,  the  studio  program, 
and  the  televising  of  motion  pic- 
tures. Each  of  these  will  have  a 
definite  place  in  the  commercial 
(Please  turn  to  Pa  fie  34) 


Please  Clieck  Your  Opinion 

Begarding  Program  Content 

And  Mail  Card  to  Us 

NO  STAMPS  REQUIRCO 


1   SJiM  F..h 
*    LflWrll  TJ, 
i    Coldoi  Cli 
«    ■'Ph»nf..m  Fiend 
7    Lowell  Thomiii 
»-   Hockej  Maid, 
^     9    "Wmihrnpni-  F 
a  I"     "CllffFnn,d'  Fi 
-I  M      .SHdc 
1  U.   "Homei  d  Tau 
"    "IXiii  Shov,'   Fii, 
"  I*    Low"  Tlmmei  r 
_^  IJ      DwiBrfou,  Cumer- Dr., 
_  16    Chtldn^'i  Mallnw 


{.'ibove,  left)  The  modern  cotisole  rt'i\-ifi-r  and  {bcloiv')  the  control  room  at  NBC's 
New  York  studios  associated  n-ilh  film  telecasts;  film  frojector  focused  on  an 
iconoscope  camera  for  Hmm.  shnwinp.  Here  the  optical  pictures  are  transformed 
into  electrical  impulses  by  the  iconnsci>/^e  shoicn.  (Right)  .1  typical  NBC  lis- 
tener's rcf^ort  card  includinfj  several  sf^onsnrcd  fiUus  shown  on  recent  prnijranis. 


-Jai- 
Mri 


■■  Fil 


IB  Art  Fu.  Vo, 

M  K  <*  C    Track  Mw.  ■ 

31  '^loay  Trail"  r.lB, 

«  Mrt'cii.-I.laa  Cara  C««,„ 


tVamc 


THE  NATIONAL  THEME  IN  PICTURES 


if  The  wave  of  public  sentiment  for  "America 
First"  i?  making  itself  felt  in  current  motion 
picture  productions  which,  in  turn,  are  making 
a  real  contribution  to  this  national  interest  in 
American  affairs.  In  this  vein  such  films  as  the 
Chevrolet  film  Materials  and  the  Anheuser-Busch 
picture  Reflecting  Our  Confidence  I  Jam  HandvK 
the  new  Republican  National  (Committee  movie. 
A  \etc  Tomorrow,  and  the  1940  Dodge  Divi- 
sion sound  motion  picture  Land  of  the  Free 
(\^ilding  Picture  Productions)   are  outstanding. 

Land  of  the  Free  portrays  ''the  inherent 
greatness  and  the  stead)  progress  of  this  coun- 
try ...  it  tells  an  important  story  in  an  interest- 
ing and  thrilling  manner."  The  screen  narrative 
tells  of  our  national  resources  and  public  monu- 
ments, of  the  American  pioneer  spirit  and  its 
modern  meanings.  The  growth  of  educational 
opportunity,  of  industrial  progress  and  of  scien- 
tific and  social  achievement  is  merged  in  a  film 
'»f   American  progress  now  showing  nationallv. 


"Ballad  for  Americans " 

•  •  • 

*  Since  the  recent  musical  premiere  of 
the  .American  musical  poem.  Ballad  for 
Americans,  it  has  been  suggested  to  the 
Ford  Motor  Company  that  this  splendid 
and  original  musical  work  might  well  be 
the  basic  outline  of  an  inspiring  motion 
picture  to  be  shown  to  schools  and  clubs. 

Played  recently  by  the  Ford  Symphony 
on  the  Company's  Sunday  Evening  Hour 
program,  the  work  has  received  the  en- 
thusiastic praise  of  musicians  and  the 
public  generally.  It  describes  in  eloquent 
fashion  the  spirit  and  progress  of  .Amer- 
ica since  early  colonial  days.  Lawrence 
Tibbett  was  the  featured  soloist. 


PREVUE 


more  films  with  national  theme: 


The   chairman   of  a   town   meeting    (Robert   Barrat)    in   the    United  Republican 
Finance   Committee   film   "A    New   Tomorrow."   faces  his   pioneer  audience. 

Addressed  to  the  American  People: 

bring  home  realistic  truths  and  rea- 
son  to   mass   audiences,   the  sound 


Title:  A  I\ew  Tomorrow 

Sponsor:  United  Republican  Finance 

Committee 
Producer;  Wilding  Picture  Prod.^  Inc. 

♦  Now  the  sound  motion  picture 
has  been  assigned  another  task 
worthy  of  its  ability  to  influence 
mass  thinking.  Before  audiences 
throughout  the  land  during  the 
1940  campaign  months,  the  Repub- 
lican National  Committee  will  pre- 
sent this  Wilding-produced  dra- 
matic film  A  New  Tomorrow. 
Well-proven     in     its     ability     to 


movie  now  takes  part  in  the  basic 
functions  of  our  American  politi- 
cal system.  Showings  will  be 
directed  to  voluntary  audiences 
among  Republican  clubs,  civic  and 
social  organizations  of  men  and 
women  voters  and  business  meet- 
ings. It  is  the  first  campaign  movie 
of  1940.  \^liatcver  its  success,  no 
one  doubted  the  significance  of  the 
task  which   lies  ahead. 


Insuring  Our  National  Progress: 


Title:    American    Portrait 

Sptfnsor:  Institute  of  Li/e  Insurance 

Producer:  tt  tiding  Picture  Prod.,  Inc. 

♦  .American  Portrait,  the  second 
interpretive  film  production  of  the 
Institute  of  Life  Insurance  is  now 
being  viewed  by  life  underwriters 
and  agents  throughout  the  country. 

The  25-minute  sound  picture  pays 
tribute  and  is  dedicated  to  '"those 
.soldiers  of  progress  —  America's 
salesmen." 

Outlining  the  content  and  pur- 
pose of  the  film.  Holgar  Johnson, 
president  of  the  Institute  said: 
".4merican  Portrait  tells  the  story 


of  improvements  and  better  ways 
of  life  which  have  come  into  being 
during  the  past  100  years.  It  brings 
home  the  fact  that,  while  inventive- 
ness and  ingenuity  created  the  im- 
provements, the  force  which  brought 
them  into  widespread  use  has  been 
American  salesmanship.  Improved 
commodities  and  services  never 
have  been  quickly  or  universally 
accepted.  They  have  had  to  be  sold. 
"This  new  film  deals  with  the 
experiences  of  the  Smiths,  a  family 
of  pioneer  salesmen.  It  supplements 
Your.s  Truly.  Ed  Gralwm  in  1940." 


Scenes  of  yesterday  and  today  in   the  film  "American   Portrait.' 


REPUBLICANS  MAKE 
CAMPAIGN   MOVIE 

♦  After  five  months  of  preparation, 
a  dramatic,  forceful  motion  pic- 
ture based  on  Abraham  Lincoln's 
ideals  has  been  completed  and  will 
he  exhibited  to  voters  during  the 
1940  Presidential  campaign,  it  has 
been  announced  by  F.  Trubee  Davi- 
son, former  Assistant  Secretary  of 
X^'ar  and  chairman  of  the  United 
Republican  Finance  Committee. 

The  picture  A  New  Tomorrow. 
was  produced  by  the  United  Re- 
publican Finance  Committee  in 
cooperation  with  John  Hamilton. 
Republican  National  Chairman,  and 
llie  Research  Bureau  of  the  Re- 
publican National  Committee. 

The  picture  takes  45  minutes  to 
show  and  is  produced  both  in  16- 
niillimeter  size  for  non-theatrical 
showing,  and  35-millimeter  size  for 
theatrical  exhibition.  It  will  be 
shown  to  political  clubs  and  civic, 
business,  labor,  patriotic,  education- 
al and  women's  organizations  and 
many  other  groups. 

The  United  Republican  Finance 
Committee  made  public  the  follow- 
ing summary  of  the  picture: 

Dave  Hathaway,  an  office-holder, 
makes  a  deal  to  get  his  town  a  road 
financed  with  public  funds  but  de- 
cides after  long  consideration  that 
ihe  move  is  wrong  because  the  road 


isn't  needed.  Meditating  on  Abra- 
ham Lincoln's  example  to  have 
"■firmness  in  the  right."  he  goes 
home  and  makes  an  un-political 
speech  before  his  fellow-citizens, 
telling  them  the  story  of  a  little 
valley  and  the  people  who  settled 
it  long  ago. 

With  flashbacks  to  the  speaker. 
the  picture  relates  in  allegory  how 
the  pioneers  picked  one  among 
them  to  be  Government,  their 
"hired  man,"  and  how.  during  a 
depression,  they  reluctantly  granted 
Government  the  power  to  restrict 
and  regulate  them. 

■"\^e"ll  buy  security  —  security 
for  everybody!"  Government 
promised. 

But  the  citizens  discovered  that 
all  they  received  for  the  staggering 
taxes  they  paid  and  the  great  debt 
they  contracted  was  curtailed  crops, 
unemployment,  insecurity  and  pov- 

In  the  eight  depression  years,  a 
new  generation  grew  up.  The  pic- 
ture tells  the  story  of  one  of  them. 
Bud,  who  wailed  that  America  was 
through  expanding  and  the  State 
must  take  care  of  him.  His  grand- 
father tried  in  vain  to  reason  with 
him.  showing  him  the  great  task 
that  remained  to  be  done  to  keep 
the  nation  on  the  road  of  progress. 

Vast  housing  construction,  more 
electrical  services,  the  whole  new 
industry  of  television,  are  examples 
of  future  opportunities. 


Correct  posture  is  zi'cll  demonstrated  in  "The  Lady  ll'alks" 


For  Selected  Retail  Showings: 


♦  In  producing  the  sound  movie. 
The  Lady  Walks,  for  its  client, 
Lockwedge  Shoe  Corp.  of  America. 
Inc..  Aubrey,  Moore  and  Wallace, 
advertising  agency,  solved  Ihe  prob- 
lem   of    reaching   audiences   of   se- 


lected women  buyers  with  a  thor- 
oughly educational  feature  that  tells 
the  (juality  store  behind  ihc  prod- 
uct: brings  home  advantages  which 
all  trained  retail  clerks  arc  taught. 
Chicago  Film  Laboratory  produced. 


flSJ 


Business   Screen 


sound  slidefilms  perform  difficult  tasks: 


P  R  E  V  U  E     •      I 


GETTING    RESULTS    WITH    SLIDEFILMS 

New   Sound    Programs   Illustrate    Varied 
Assignments     Fulfilled     by     the     Medium 

♦   Within  the  last  Imo       ^^s^W^'H^^SS^^''^        '"""  '  '"""  Firestone 
months,     sound    slide-       a3!V««^.^E  /,       '"''■''    ^    Rubber    Oni- 

films    produced    for   a      ^ar  iidjir^^^^^^rf- -i^-^'      |>any"s  sound-slide  pro- 
variety     of     purposes 
have  demonstrated   the 
ability  of  this  compar- 
atively inexpensive  vis- 
ual medium  to  do  a  commendable 
job    under    unusual    circumstances. 
These     tasks     included     everything 
from  an   hour's-length   program   to 
the    prevention    of    industrial    eye- 
accidents. 

The  Tested  Pa|>ers  line  was 
backed  up  by  Paper  Money,  a  Ruth- 
rauff  &  Ryan  produced  sound  slide- 
tilm  turned  out  by  Wilding.  120 
distributors  of  the  line  are  arrang- 
ing showings  before  grocery  trade 
groups  of  this  merchandising  storv 
of  household  paper  selling.  Every- 
body Wins  was  a  sound  slidefilm 
presentation  of  the  retailer  program 
especially  produced  for  showing  to 
Tested  Paper's  dealers. 

The  Institute  of  American  Meat 
Packers  announced  the  sale  of  over 
225  sets  to  member  companies  of 
the  sound  slidetilm  Tell  'Em  and 
Sell  'Em.  based  on  its  current  liver 


sausage  campaign. 

Especially    noteworthy    was 


the 


gram  for  dealer  meet- 
ings Building  a  Bigger 
Business  for  Greater 
Profits.  A  swiftly- 
paced  dramatic  narrative  carries 
this  long  program  in  such  interest- 
ing fashion  that  its  length  is  un- 
noticed. Wliile  its  job  was  that  of 
merchandising  tire  sales,  its  enter- 
tainment assures  interested  attention 
to  high  degree.  Brobuck.  Inc.. 
produced  the  unusual  program. 
*  Polls  of  public  oj)inion  long 
have  been  of  incalculable  value  to 
business  executives  and  now  Con- 
sumer Survey  information  comes 
to  the  aid  of  Floor  Covering  sales- 
men through  a  new  sound-slide  film 
now  being  presented  by  the  makers 
of  Circle  Tread  Ozite  Rug  Cushion. 
This  film  presentation  is  based 
on  an  independent  consumer  sur- 
vey conducted  by  the  Research  Staff 
of  the  Ladies'  Home  Journal  in  the 
city  of  Cleveland  several  months 
ago.  The  results  of  the  survey  re- 
vealed facts  about  women's  prefer- 
ences and  price  expectations  con- 
cerning rug  cushions.  ^ — ^ 


To  Save  a  Workman's  Sight: 


Title:  The  Kyes  Have  It 

Sponsnr;  ISalionat  Assn.  Prevention 

of  Blindness 
Producer:  Photo-Sound  Div.  of 

Sarra^    Inc. 

♦  Here  the  sound  slidefilm  turns  to 
a  worthy  institutional  task,  to  aid  in 
the  prevention  of  industrial  eye 
accidents.  Showings  of  The  Eyes 
Have  It  will  be  made  to  all  types 
of  employee  groups  throughout  the 
country  and  if  the  program  saves 
the  sight  of  one  single  workman. 
it  will  have  accomplished  a  great 
public  service. 

Advocating  the  u.se  of  protective 
goggles  at  all  times  during  work- 
ing hours,  based  on  the  nationally- 
known  ex])eriences  of  the  Pullman 


Company  whose  safety  director 
sponsors  this  basic  and  successful 
rule,  the  program  shows  the  perils 
of  carelessness  with  graphic  realism. 
The  photography  possesses  a 
stark.  dramatic  quality  which 
heightens  the  importance  of  the 
safety  message.  By  employing  the 
tragedy  of  the  blind  man  and  the 
shock  of  industrial  accident  scenes, 
the  producer  drives  home  a  desire 
for  protection  that  no  members  of 
the  audience  can  escape.  One  in- 
teresting device  requires  the  audi- 
ence to  close  its  eyes  momentarily 
while  a  frame  on  the  screen  states. 
significantly,  "if  you  itere  blind. 
YOU.  couldn't  peek!" 


Brilluinl  fholijuniphy  typifies  Ihc  slidefilm  I'lomnm  "The  Tyes  Hare  II.' 


1^ 

■K4W,    ^VI^^^^^V^ 

fl^^H,  i        "W^^l 

I^^UE^^^^I 

fi,  '  -ir--r^ 

Scenes  that  hujhiujht  the  interest  of  the  new  Firestone  film. 

Dramafic  Action  Puts  Over  Campaign: 

♦    Hrestone    Tire    &    Kublier    Com-  lire  sales.    The  message  in  Building 

pany  shows  service  station   dealers  a  Bigger  Business,  requires  an  hour 

how  to  modernize  selling,  increase  but    Brobuck.    Inc.,    the    producer, 

profits   through   the  importance   of  turned  out  a  real  attention-getter. 


Eioic  Ludgni.  Inc.,  .4gency,  firoduced  the  new  Ocilc  slidefilm  for  retail  showing. 
Illlllllllllllllllllllllllllllinilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllin 


How  to  Improve  Retail  Selling: 


*  Cooper's,  national  advertising 
manufacturer  of  men's  garments, 
has  used  the  sound  slidefilm  with 
telling  effect.   But  Easv  Does  It.  the 


Paul  Harris-jiroduced  program  now 
in  use  delivers  new  and  potent  les- 
sons in  salesmanship  that  are  fine 
for  all  types  of  sales  groups. 


The  salcsnum  learns  how  in  Cooper's  e.reelleni  slidefilm  "Easy  Does  It" 


Number  Five     •     1910 


[I9J 


P  R  E  V  U  E     •     IV 


Ihuay  .\.i.to>i.  Ehcrhciyd  }'abcr 
salcsmau.  shozvs" reasons  -chy"  (food 
f'ciicils  arc  "ivprth   the  difference." 


A  not  her  "demonstration"  scene  in  the 
recently  produced  Eberhard  Fabcr  film. 
"Two     Cents     Worth     of     Difference  " 


]'o)i    can    "hear    the    difference"    m 
the  cone  lest  demonstration  featured 

in     the    sales  -  educational    f'icltire 


STATIONERY  FILMS  AID  DEALERS'  SALESMEN 


•  Until  Recently  a  field  almost 
wholly  unexploited  by  motion  pic- 
ture and  slide  film  production,  the 
field  of  office  supplies  and  equip- 
ment is  now  benefiting  in  wide- 
spread circulation  of  two  sound 
motion  pictures. 

The  first  of  these,  produced  last 
year  for  the  Bates  Manufacturing 
Company  was  It's  the  Utile  Things 
That  Count.  This  film  was  intended 
to  drive  home  to  stationery  sales- 
men the  merits  of  the  Bates  line 
of  staplers.  It  is  being  shown  by 
company  representatives  to  office 
supply  salesmen  throughout  the 
country.  The  latest  arrival  in  the 
field  is  the  new  Eberhard  Faber 
Pencil  Company's  movie  Two  Cents 
Worth  of  Difference. 

This  thirty-minute  sound  film  is 
addre.ssed  to  virtually  the  .same  au- 
dience as  the  Bates  picture,  and 
contains  a  sales  demonstration  of 
the  Company's  pencil  line  in  a  dra- 
matic narrative  enacted  by  a  pro- 
fessional cast.  Introductory  re- 
marks by  Mr.  Eberhard  Faber  are 
presented  in   an   opening  sequence. 

Both  the  Bates  and  Faber  pic- 
tures were  produced  by  Caravel 
Films  and  with  both  screen  stories 
being  scripted  by  F.  Burnham  Mac- 
(^leary.     Joseph   Rothmari    was   Di- 


i^llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^ 


The  Place  of  Films  in   Our  Sales   Programs 

.  /  .Slalcim-iil  by  .Mr.  .S'.  M.  Buhsoii,  Salc.i  Ihrcclor.  Bales  iljy.  i  u. 

V\rHILE  the  primary  purpose  of  our  talking  picture,  //'.;  the 
•V  l.itile  Things  That  Count,  was  to  drive  home  to  the 
the  dealers'  salesmen  the  basic  principles  of  good  salesmanship,  we 
have  been  ama:;ed  at  the  demand  which  has  developed  without 
solicitation  on  our  part  from  educational  institutions,  consumer 
groups,  business  colleges,  chambers  of  commerce,  men's  clubs,  and 
organizations  of  a  similar  character,  for  showing  the  film.  Without 
considering  this  demand,  which  seems  to  be  increasing  all  the  time 
to  the  point  where  we  have  had  to  purchase  additional  prints  a 
number  of  times,  we  would  still  regard  our  pioneering  experiment 
into  this  field  as  a  distinct  success,  as  dealers  throughout  the  coun- 
try handling  stationery  and  allied  lines  have  been  unanimous  and 
enthusiastic  in  their  comments  concerning  this  film  and  what  it 
has  done  for  their  forces. 

The  showing  of  the  film  to  the  trade  was  handled  through  our 
own  sales  force,  but  they  have  not  attempted  to  reach  the  much 
broader  consumer  demand.  That  is  handled  for  us  through  the 
excellent  services  of  the  Motion  Picture  Bureau  of  the  Y.  M.  C-  A. 
and  by  consumers  themselves,  who  borrow  our  prints,  without 
charge,  direct  from  us. 

One  important  reason  which  we  believe  largely  accounts  for  the 
success  of  this  picture  is  the  fact  that  all  throughout  its  preparation 
we  resisted  the  temptation  to  play  up  our  own  line  and  advertise 
our  own  products.  True,  certain  Bales  items  are  used  as  illustrations 
of  the  basic  principles  involved,  but  we  believe  our  efforts  to  play 
down  the  matter  of  advertising  is  the  reason  why  the  picture  has 
met  with  such  acclaim  from  users  and  from  fields  totally  unrelated 
to  the  stationery  industry. 


fOUMO  aiutst  T»<"' 


BATES 

"nsm  unit  THINGS 

IHM  COUNT 


rector  of  Production  for  Caravel. 
Showings  of  the  Eberhard  Faber 
picture  will  begin  at  the  various 
stationer's  conventions  before  be- 
ing presented  to  salesmen  and  the 
trade.  This  will  be  restricted  until 
the  convention  period  is  over  in 
each    territory.     Because    the    film 

Salesnum  .McDonald  tells  his  jelli'w 
ivorkcrs  hozu  he  landed  the  order 
l^'ith    a    Bates    d e  in  o  n s 1 1  a  I  ii' ii 


builds  sales  for  the  quality  Mongol 
pencil  line,  its  presentation  will 
undoubtedly  benefit  other  quality 
lines  as  well.  Basically  the  pic- 
tures shows  stationers  the  way  to 
receive  more  extensive  purchasers 
of  business  prospects  through  pen- 
cil   sales:    to   the   trade   it   says,   in 

f-tnsy  e.veeutive  Blakely  "hasn't 
time  for  salesmen"  in  "It's 
The  /.title  Things  That  Cnnnt" 


effect,  "as  goes  the  pencil  business 
so  go  the  rest  of  the  sales." 

A  significant  sidelight  is  that 
many  of  the  original  ideas  written 
into  this  film  by  the  scenarist  are 
now  being  employed  in  the  com- 
pany's national  advertising  cam- 
paign. The  introduction  of  the 
company's  83-year-old  founder. 
Mr.  Eberhard  Faber.  lends  a  fine 
institutional  note. 

Schools  equipped  with  projectors 
have  been  informed  that  the  film 
is  available  for  use  to  show  classes 
in  salesmanship,  etc.  It  will  be 
equally  interesting  to  business 
groups  and  buyers  concerned  with 
the  products  in  allied  lines.  But 
principal  emphasis  has  been  placed 
on  sales  presentation  of  the  prod- 
uct, its  merits  and  the  methods  to 
he  employed  in  getting  sales  results 
for  dealers. 

.i^notlier  sponsor  in  the  film 
equipment  field  who  has  been  most 
successful  in  employing  this  type 
of  sales-entertainment  film  is  Dic- 
taphone. The  Dictaphone  picture 
Tuo  Salesmen  in  Search  of  an 
Order  has  been  extremely  popular 
with  all  types  of  sales  organizations 
who  find  it  a  valuable  general  sales 
training  tool.  A  new  Dictaphone 
picture  is  understood  to  be  in 
preparation. 

McDonald  "sells"  lime  and 
money  saving  devices,  not 
/Products,  in  the  Bates  film. 


[20] 


Business    Schekn 


FILM     REALISM     SELLS 


^^^ 


From  Mines  to  Manufactured  Products  —  Films 
Do  Efficient  Job  of  Selling  and  Educating 


0  As  THE  ORES  and  products  of 
them  are  the  fundamentals  of  our 
modern  industries,  so  the  motion 
pictures  of  metals  are  fundamental, 
straightforward  induslrial  presenta- 
tions of  mining  and  fabrication 
processes  and  of  the  application  of 
the  products  of  these  sponsors  in 
the  field  of  building  and  engineer- 
ing. The  film  drama  is  one  of  in- 
dustrial skill  and  science,  of  engi- 
neering achievement  and  progress 
with  neither  time  nor  place  for  any- 
thing more  than  perhaps  the  em- 
ployment   of   color   and    sound. 

These  are  '"industrials'  in  every 
sense  of  the  word.  The  principal 
sponsors  in  the  metals  field  are  the 
United  States  Steel  Corporation,  the 
American  Institute  of  Steel  Con- 
struction. Republic  Steel  Corpora- 
tion. American  Rolling  Mill. 
Phelps-Dodge  Copper  Company, 
the  .American  Iron  &  Sleel  Institute, 
and  .such  industrial  producers  as 
the  Keystone  Steel  &  Wire  Com- 
pany. .Aluminum  Company  of 
America   and   Roebling. 

Pi'BLic  Rel.\tions  a  M.uor  Task 

These  sponsors  employ  motion 
pictures  for  varying  tasks.  Most 
general  application  is  for  the  pur- 
po.se  of  institutional  advertising, 
public  relations,  and  technical  edu- 
cation. In  this  classification  are 
the  films  of  the  iron  and  steel  in- 
stitutes and  associations,  as  well  as 
such  major  productions  as  Steel. 
Man's  Sen-ant.  the  technicolor  film 
sponsored  by  U.  S.  Steel.  But  films 
are  also  most  profitably  employed 
in  selling  the  products  of  steel,  as 
ill  the  case  of  Republic  Steel's  mo- 
lion  pictures.  Enduro  and  Serianl 
of  the  Soil.  The  former  has  the  job 
of  selling  the  Corporation's  per- 
fected stainless  steel  and  the  latter 
reels  are  addressed  to  rural  audi- 
ences with  a  direct  selling  purpose. 


♦  A  high  standard  of  technical 
direction  and  skilled  camera  work 
is  essential,  ^liere  color  has  been 
employed  as  in  the  case  of  U.  S. 
Steel's  now  famous  all-Technicolor 
reels,  this  additional  factor  of  ex- 
pense must  be  considered  and 
equipment  must  be  adequate  to  ac- 
complish the  difficult  location  as- 
signments encountered  in  mills  and 
foundries.  But  costs  of  this  type  of 
picture  are  seldom  great  in  com- 
parison with  the  tremendous  use- 
fulness and  wide  circulation 
achieved  over  considerable  periods 
of  time. 

The  metals  industry  offers  but 
one  phase  of  the  film  story  in  the 
"heavy  industries"  but  the  com- 
pleteness and  interest  of  typical 
film  stories  and  their  apparent  ad- 
vantages make  this  subject  well 
worth  investigation  by  all  indu.s- 
trial  advertisers.  One  typical  case 
is  that  of  Republic  Steel  Corpora- 
tion. In  the  Republic  film  on 
Enduro,  the  manufacture  of  stain- 
less steel  from  the  mining  of  ore 
in  far-off  Rhodesia  to  the  mirror- 
finished  sheet  is  portrayed.  Fol- 
lowing these  scenes  depicting  every 
phase  of  production,  the  movie 
depicts  the  ease  with  which  En- 
duro Stainless  Steel  lends  itself  to 
fabrication  and.  finally,  the  appli- 
cation of  the  product  from  pen- 
points  to  skyscrapers  is  shown. 

Shows  Use  of  Films  in  Selling 

*  From  one  of  Republic's  execu- 
tives interested  in  the  film's  adapta- 
tion to  particular  selling  problems 
in  the  building  industry  comes  this 
interesting  ""survey "  of  the  poten- 
tial audience  of  buyers  which  the 
medium   can   reach: 

'We  can  make  a  few  suggestions 
about  how  building  material  manu- 
facturers, such  as  us.  can  use  films 
to  promote  and  sell  to  the  building 


"  Q  T  P  P  T  "    ^yP^*^^  ^f  ^^^"^s  '"  '/if  inmiy  films  produced  to  tell  the  story 

^  ^  *J  ^  ^        of  .-imrrka's  great  steel  industry,  the  nwlten  metal  is  shown 

IIS  it  surges  out  of  a  huge  ladle  to  he  molded  into  ingots  in  preparation,  for  the 

rolling    proeess    in    one    of    the    plants    of    Carnegie-Illinois    Steel   Corporation. 


industry.  Much  of  this  department's 
activity  is  centered  in  this  field. 
Furthermore,  we  have  a  film  now  in 
distribution,  which,  although  not 
specifically  designed  for  the  build- 
ing field,  deals  with  the  architec- 
tural application  of  stainless  steel. 
""There  are  several  important  fac- 
tors to  be  considered  in  promoting 
or  selling  to  the  building  industry. 
The  first  of  the.se  is  the  architect 
and  or  engineer  who  draws  up  the 
plans  and  specifications.  Although 
they  actually  buy  nothing,  many  an 
order  is  lost  due  to  the  plans  and 
specifications  being  drawn  up  in 
such  a  manner  as  to  exclude  your 
products.  Therefore,  it  is  necessary 
that  they  be  made  acquainted  with 
the  merits  of  your  products.  This 
alone  is  not  always  sufficient  as  there 
should  be  some  incentive  for  them 


to  include  your  products  wdien  the 
plans  and  specifications  are  drawn. 

Reaching  the  Buyer  of  Products 

""The  next  people  to  deal  with  are 
those  who  do  the  actual  buying 
and  installing  of  the  materials. 
These  are  the  contractors  who  have 
submitted  successful  bids  in  accord- 
ance with  the  plans  and  specifica- 
tions. They  mav  be  either  the  gen- 
eral contractor  or  the  various  sub- 
contractors. The  general  contractor 
usually  constructs  the  foundations 
and  superstructure  of  a  building 
which  requires  such  materials  as 
stone  or  concrete,  structural  steel, 
windows,  reinforcing  steel,  paint, 
etc.  Various  subcontractors  handle 
tile  other  parts  of  the  building  such 
as  plumbing,  heating,  ventilating, 
air  conditioning,  doors,  locks,  elec- 


NUMBER    FOUR    OF    A    BUSINESS    SCREEN    SERIES    ON    THE    USE    OF    FILMS    IN    INDUSTRY 


Numher  Five 


1940 


[21J 


Iriral  work,  plaster,  lath,  etc.,  which 
involve  products  too  numerous  to 
mention.  A  selling  job  must  he 
(lone  on  these  people.  Very  few 
arrhilectural  specifications  are  writ- 
ten tliat  limit  the  contractor  to  one 
material.  He  usually  has  a  choice 
of  two  or  three  competitive  mate- 
rials. So  you  can  see  that  if  your 
product  is  one  of  these  two  or 
three,  you  have  a  better  chance  of 
success,  although  it  is  still  very 
necessary  that  you  do  a  good  selling 
job  on  the  contractor. 

"In  addition  to  the  above,  there 
are  a  couple  other  people  that  may 
be  considered  on  some  building 
projects,  the  owner  and  financier. 
Sometimes  these  people  influence 
the  purchases,  but  as  a  general  rule, 
they  place  the  responsibility  with 
architect,  engineer,  and  contractors. 

"In  order  to  obtain  business  from 
this   field,   it   is   necessary   to   have 


personal  contact  with  the  people 
involved.  Movies  and  slide  films 
should  be  a  definite  asset  in  this 
work.  Kut  there  is  also  a  broader 
job  of  promotion  that  can  be  done 
and  movies  and  slide  films  can 
carry  the  burden.  There  are  numer- 
ous associations  in  the  building  in- 
dustry both  local  and  national  that 
offer  excellent  possibilities  for  pres- 
entation of  films.  These  associa- 
tions meet  periodically  and  expe- 
rience with  our  picture  on  stainless 
shows  no  difficulty  in  obtaining  per- 
mission to  make  showings.  In  fact, 
we  have  had  them  request  showings. 
These  requests  come  about  either 
through  a  genuine  interest  to  broad- 
en their  knowledge  or  as  an  easy 
out  for  a  program  chairman  in  ob- 
taining some  entertainment.  In  any 
event  we  have  bad  numerous  suc- 
cessful showings  before  audiences 
of  this  type  all   over  the  country." 


STRUCTURAL  STEEL 

erection    is   f^or frayed    in 


ill  the  building  of  the  Empire  State  shy- 

scraf^er,  from  rolling  and  fabrication  to 

Pathescol>c-f>roduced    f.VF)    film   for    ('.   S.   Steel. 


" llnduro"  was  produced  by 
the  Repul'lie  Steel  Corpo- 
I  tit  inn     as     a     sales     film. 


Tyfic.\l  Films  of  the  Iron  and  Steel  Industry 

Screen  Titles                                Reels  Printa  Nai-ration  Si)onsors 

Romance  of    Iron    and   Steel 1     16           sound                 Amer.  RollinE  Mill 

Empires    of    Steel 3     35           silent                  U.  S.  Steel  Corp. 

(Empire   State   Building) 

Ties  of  Steel 1      16           sound                 General  Electric  Co. 

(Electric    Welding    of    Worn 
Out    Rails) 
Development  of  the  Battledeck 

Steel    Floor    :!      16-35     silent                   Amer.  Inst,  of  Steel  Cont^tr. 

Carrying     American     Products 

to    Foreign    Lands 1      16            silent                    U.  S.  Steel  Con*- 

Bridging   San    Franrisco   Bay %      16          Bound                  U.  S.  Steel  Corii. 

Age  of   Riveted  Steel 2     35          silent                  Amer.  Inst,  of  Steel  ConBtr. 

Arteries  of  Industry 6     16-35     silent                  U.  S.  Steel  Corp. 

( Story    of    Modern    Steel    Pipe) 

Backbone  of   Progress 2^     16-3.5     sound-silent      Amer.  Inst,  of  Steel  ConMr. 

(Contribution    of    Steel    to 
Building   America) 

Men    Make    Steel i     35          color-sound       U.  S.  Steel  Corp. 

Metals   of   the   Ages 5     le          silent                  Readinn   Iron    Co. 

Progress  ...        3     35          ^n^^t                 U.  S.  Steel  Corp. 

(Story    of    Largest    Steamer  on  Oreat  Lakes) 

The    Reason    Why    (Safety) ■_.     le           ^ound                 U.  S.  Steel  Corp. 

Right    Material    in    the    Right 

Plac*   2      16-35     sound                   International  Harvester 

(Manufacture  of  Steel) 

Span    Supreme 4     35          silent                  John   A.    Roebling's   Sons 

Hieortre  Washington   Bridge)  Co. 

Steel    I     16           silent                 Youngstown  Sheet  &  Tube 

Steel    2     16          sound                 Amer.  Iron  &  St^el  Inst. 

Steel.   Man's  Servant 4     I6.35     color-sound      U.   S.    Steel   Corp. 

Carnegie  111.  Steel  Co. 

Steel — Servant  of  the  Soil  4     16-35     sound                 Republic  Steel 

I4.'f    minutes) 

Story  of  Alloy  Steel 4      16           .silent                   III.  Steel  Corp. 

Story  of  Carilloy  Steel 2     35          silent                 U.  S.  Steel  Corp. 

Story    of    Steel 6     16-35     silent                 U.  S.  Steel  Corp. 

Health,  Happiness  and  Hogs Keystone  Steel  &  Wire  Co. 

Tom.   Dirk   and   Harry Keystone  Steel  &  Wire  Co. 

Our  Debt  to  Mother  Earth Amer.  Steel  &  Wire  Co. 

Armco     Policies 2                    sound                   Amer.  Rolling  Mill  Co. 

(Address   by    (.eorjje    Barith.     Chaiiman    of    the    Board) 
The   Visual  Story  of  Steel   for 

Plating      Progress Amer.  Electro-Plate  Society 

Enduro,     Republic's    Perfected 

Stainless    Steel Republic  Steel  Corp. 

USS    Cor-Ten 16-35     sound                     U.  S.  St«el  Corp. 


HuSIMiSS     ScKKKN 


U.S.S.COR-TEN 


is  the  two-reel  sound  tiwtion  picture  sponsored  by 
the   United  States  Steel  Corporation  for  showing 
'S  a  sales  presentation  by  the  sponsor's  representatives  to  steel  buyers,  company 
epresentalives   and   others  interested   in   this  advanced  product.    (Jam   Handy.) 


♦  Typical  of  straightforward  tech- 
nical presentations  favored  in  the 
metals  industry  is  the  United  States 
Steel  Corporation's  1938  sound 
motion  picture  U.  S.  S.  Cor-ten,  a 
two-reel  production  largely  devoted 
to  the  need  and  development  of  a 
new    low   allov    high-tensile   corro- 


sion-resisting steel  recently  perfected. 
A  strong,  direct-selling  presenta- 
tion originally  used  in  direct  con- 
tacts with  buyers  and  prospects,  the 
picture  nevertheless  has  sufficient 
educational  value  to  be  of  interest 
to  technical  groups,  engineering 
schools    and     other    organizations. 


Other  Metals  Featured  in  Films 


♦  The  story  of  the  production  and 
uses  of  aluminum  and  aluminum 
products  is  depicted  in  two  edu- 
cational motion  picture  films  pro- 
duced in  1938.  The  films,  of  the 
silent  type  and  containing  two  reels 
each,  are  entitled  Aluminum,  from 
Mine  to  Metal  and  .-iluminum : 
Fabrication  Processes.  They  were 
added  to  the  film  library  of  the 
Bureau  of  Mines,  which  consists  of 
approximately  -l.OOO  reels,  shown 
on  102,637  occasions  in  1937  for 
example,  to  an  audience  of  over 
10  million  persons. 

The  Story  of  Aluminum 

The  first  picture  illustrates  the 
use  of  aluminum  in  transportation, 
in  the  home,  in  building,  and  in 
industry.  It  shows  the  sources  of 
bauxite,  the  mineral  from  which 
aluminum  is  extracted,  and  a  series 
of  scenes  illustrate  the  methods  of 
mining  bauxite,  and  of  crushing, 
washing,  screening,  and  drying  the 
ore.  Other  scenes  picture  the  vari- 
ous processes  used  in  converting 
the  prepared  ore  into  the  powdery 
white  chemical  "alumina."  which  is 
then  loaded  into  railroad  cars  and 
shipped  to  points  where  electricity 
is  cheap.  Animated  drawings  are 
used  to  show  clearly  the  details  of 
the  electrolytic  process  in  making 
aluminum    metal    in    the    form    of 


concentration  of  the  ores  and  in 
smelting  and  refining  operations  are 
depicted. 

Copper  Mining  in  Arizona  is  the 
title  of  a  film  of  three  reels.  This 
illustrates  methods  employed  in 
starting  open-pit  mining  at  Morenci. 
Views  are  given  of  diamond  drill- 
ing, air  drilling  and  blasting  opera- 
tions and  of  the  use  of  huge  electric 
shovels  in  removing  overburden. 
Operations  are  also  depicted  at  Ajo. 
where  a  20-year  old  pit  is  in  its 
prime. 

Other  scenes  illustrate  workings 
at  Jerome,  in  an  open-pit  about 
800  feet  deep,  which  has  produced 
-15  million  tons  of  ore.  Another 
series  of  scenes  illustrates  the  ex- 
tensive underground  mining  car- 
ried on  at  Bisbee  and  includes  a  trip 
through  the  tunnels  of  a  large  mine. 

A  one-reel  film  is  entitled  Cop- 
per Leaching  and  Concentration. 
Leaching  is  illustrated  by  scenes 
covering  solution  of  copper  from 
the  rock,  the  collection   of  copper- 


iiigots  read)  for  the  fabrication  of 
aluminum  products. 

The  second  picture  shows  how 
the  metal  aluminum  is  worked  and 
shaped  into  various  forms,  such  as 
plates,  sheets,  foil,  bars,  rods,  wire, 
and  cable.  Processes  of  rolling 
and  annealing  are  depicted.  Scenes 
in  a  blooming  mill  show  rolling  of 
the  aluminum  ingot  preparatory  to 
the  manufacture  of  structural 
shapes.  Next  are  shown  the  reduc- 
tion of  ingot  to  rod  and  the  strand- 
ing of  wire  into  cable.  Animation 
is  again  used  to  illustrate  the  fabri- 
cation of  alumiimm  into  useful 
shapes  by  hydraulic  extrusion. 

Further  scenes  illustrate,  by  ani- 
mation, the  making  of  castings,  and 
the  working  of  wrought  aluminum, 
by  stamping,  spinning,  hammering, 
welding  and  other  processes.  The 
closing  scenes  illustrate  research 
work  in  the  laboratory  and  the 
many  and  varied  uses  of  completed 
aluminum  products. 

Copper  Industry  Films 

♦  The  story  of  the  production  of 
copper,  one  of  the  most  widely-used 
metals,  is  interestingly  revealed  in 
four  new  educational  motion  pic- 
ture films  made  in  co-operation  with 
one  of  the  larger  mining  companies. 
The  methods  and  processes  em- 
ployed in  the  mining,  leaching  and 


sulphate  underground,  and  the  pre- 
cipitation of  the  copper  in  tanks 
containing  scrap  iron.  Scenes  il- 
lustrating concentration  include 
crushing,  screening,  grinding  in  ball 
mills,  separation  of  the  copper 
minerals  by  flotation,  recovery  of 
water,  disposal  of  tailings,  collec- 
tion of  concentrates  on  suction 
filters,  and  shipment  to  the  smelter. 

Another  one-reeler  bears  the  title. 
Copper  Smelting,  and  shows  the 
conversion  of  copper  ore  and  con- 
centrates into  metallic  copper.  The 
operations  depicted  include:  crush- 
ing and  sampling  of  the  ore;  mix- 
ing with  concentrates;  roasting  to 
remove  some  of  the  sulphur;  melt- 
ing in  reverberatory  furnaces  where 
impurities  such  as  silica,  alumina, 
and  iron  form  a  slag,  which  is 
drawn  off^  and  hauled  to  the  dump. 

Copper  Refining  is  the  title  of 
another  one-reel  film.  This  shows 
conversion  into  chemically  pure 
copper  of  the  anode  slabs  made  as 
shown  in  the  film  Copper  Smelting. 


ALUMINUM 


is  the  featured  product  in  tiuo  notable  .tlununum  Company 
.America  motion  pictures.  Shown  above  is  a  scene  typical  of  i 
mining  processes  Uluslrated  in  the  first  film,  ".4luminum,  Mine  to  Metal"  and  (belo; 
the  manufacturing  scene  is  typical  of  the  second  and  final  reel,  "Aluminum  Fabricati 
Processes."  The  pictures  are  thoroughly  technical  and  educational  in  aspect.  They  he 
been  made  available  to  technical  groups,  etc  .  Ihi,.,i<}h  the  Bureau  of  Mines.  (Jam  F!and_ 


Number  Five 


1940 


MR.  INDUSTRIAL 

ADVERTISER! 
YDU  WANT  TO  KNOW: 

"^tMoA^  Can  ^dffU 


Scd&Une4^? 


fr 


HERE  ARE  THE  ANSWERS: 

1  Films  open  doors — get  your  sales- 
■  men  in — help  them  reach  the  ex- 
ecutives who  make  decisions,  command 
the  attention  of  busy  purchasing 
agents. 

2  Films  visualize  your  products — 
■  enable  the  salesman  to  show  the 
smallest  detail  of  construction  .  .  . 
the  most  gigantic  piece  of  equipment 
in  action. 

3  Films  make  the  most  complex 
•  elements  of  your  sales  story  sim- 
ple and  understandable  .  .  .  through 
use  of  slow  motion,  color,  animated 
diagrams  and  other  special  techniques. 

4  Films  tell  your  complete  story 
■  without  interruption  —  accurately, 
forcefully,  every  time,  regardless  of 
the  salesman's  efficiency  at  the  par- 
ticular moment. 


A  Few  Prominent 
Burton  Holmes  Clients 

Austin-Western  Road  Machinery  Company 

Continental    Steel    Corporation 

Ice    Cooling    Appliance    Corporation 

J.  I.  Case  Company 

Libby.Qwens-Ford    Glass    Company 

Macwhyte  Company 

National  Enameling  &  Stamping   Company 

United  Electric  Coal   Companies 


BURTON  HOLMES 
FILMS,  INC. 

PRODUCERS    •    DISTRIBUTORS 
LABORATORY    SERVICE 

7510    North    Ashland   Ave.        •        Chicago 
Telephone:  ROGeis  Park  5056 


THE  AGENCY  &  FILMS 

Bv  George  E-Nzinger 
Vice-Prvsidcnt,  Buchaticn  &  Company 

♦  .More  and  More  it  is  necessarj'  for  adver- 
tising to  entertain  and  educate  to  be  effective. 
\o  longer  is  it  possible  to  build  a  business  by 
|iu|nilarizing  a  trade-mark  and  a  slogan. 

Modern  development  of  propaganda  methods 
— through  disguised  publicity  releases,  "■educa- 
tional" bureaus,  '"promotional"'  activities  (which 
are  in  reality  tampering  with  the  operation  of 
legitimate  non-commercial  organizations) — all 
these  forms  of  commercial  exploitation  are  tend- 
ing to  impair  the  effectiveness  of  straight-for- 
ward advertising. 

In  my  opinion,  advertising  itself  must  be- 
come entertaining  and  truly  educational,  if  it 
is  to  com]>etc  with  the  undercover  activities  of 
industrial  information  bureaus,  household  in- 
stitutes, so-called  research  organizations,  etc. 
The  editorial  departments  of  newspapers  and 
magazines  are  no  longer  a  bulwark  against  this 
barrage  of  commercial  propaganda — they  even 
co-operate  with  its  disseminators. 

Moreover,  the  advertising  agency  man  who 
still  believes  that  straight-forward  advertising  can 
and  should  be  the  most  important  form  of  sales 
promotion,  will  do  well  to  study  the  motion 
picture  and  its  possibilities  as  an  advertising 
medium.  No  other  medium  offers  such  ideal 
qualifications  for  entertainment  and  education 
in  a  straight-forward,  legitimate  way. 

Few  agency  men  are  qualified  to  produce 
an  effective  motion  picture  or  are  familiar  with 
the  existing  channels  for  distributing  it  to  se- 
cure adequate  well-selected  audiences.  It  be- 
hooves the  agency  man  who  wants  to  continue 
to  be  a  factor  in  modern  sales  promotion  to 
study  seriously  this  new.  powerful  modern 
medium. 

RIGHT  off  the  REEL 

(CuiUiinied  from  I'uf^e  13) 

♦  Latest  of  the  1940  New  York  World's  Fair 
pictures  is  Northwestern  least's  new  breadmak- 
ing  sound  movie  prevued  Thursday,  May  second, 
at  the  studio  theatre  of  Chicago  Film  Laboratory, 
producer.  Hays  MacFarland  &  Company  is  the 
advertising  agency. 

*  -i  * 

♦  The  new  Watkins  Family  series  for  the  Na- 
tional Carbon  Company  has  gone  into  produc- 
tion by  Roland  Reed  with  the  first  four-reeler 
now  shooting  in  Hollywood  under  the  super- 
vision of  William  King,  of  the  J.  M.  Mathes 
Agency  and  Mac  McMullen,  advertising  man- 
ager of  the  National  Carbon  Company, 

*  *      * 

♦  Approximately  $200,000  of  this  year's  mil- 
lion dollar  budget  of  the  California  Fruit  Grow- 
ers Exchange  will  be  spent  on  dealer  promotion 
and  relations.  A  field  crew  of  fifty-five  com- 
pany  representatives  will   be  active  throughout 

the  country. 

*  #      * 

♦  An  increase  in  the  use  of  motion  pictures 
in  the  law  enforcement  field — for  educating  the 
public,  for  instructing  police  officers,  and  for 
gathering  evidence — was  noted  by  the  Inter- 
national Association  of  Chiefs  of  Police  recently. 


The  Junior  Sclectroslide,  »ft£'  automatic  slide  pro- 
jector, shows  sixteen  glass  or  filmslides  on  continuous 
action.  Now  available  from  Spindler  &  Saiippe, 
San     Francisco,     and     through     dealers,     nationally. 


The  original  DeJ'ry  3Snnn  suitcase  projector 
developed  in  1913  by  Herman  A.  DcVry  is 
the  forerunner  of  many  extensive  modern  de- 
velopments in  the  field  of  portable  projection. 


THE  SUPREME  TEST 

[iRAVEN^a^^CREENS^ 

are  the  only  screens  used  in  the 

Kodak  Cavalcade  of  Color 

at  llie  \\  orld's  Fair  Exhibit 
•  The  choice  of  Raven  Screens 
by  the  Eastman  Kodak  (ionipany 
as  the  proper  '*slag;e"  lor  this 
gripping,  beautiful  and  symphonic 
spectacle  in  color  was  no  hapha- 
zard one — but  a  definite  selection 
prompted  by  the  exacting  require- 
ments of  the  subject.  The  indus- 
trial producer  who  recognizes  the 
value  of  carefully  prepared  adver- 
tising and  high-grade  salesman- 
ship, appreciates  —  likewise  —  the 
necessity  of  proper  and  precise 
screen-rendition.  For  regardless  of 
all  the  workmanship  and  thought 
and  planning  that  may  have  en- 
tered into  the  making  of  your  pic- 
lure  —  your  audience  will  judge 
it  by  its  appearance  on  the  screen. 

Literature  ~' — 

on   request 


RAVEN   SCREEN   CORPORATION 

314   East   35th   Street  New   York 


[24] 


Business   Screen 


^^^v^^f 


f(^U/^^^ 


fO&d^ 


,^ 


With  new  RCA16inm. 
Sound  Film  Projector! 


MORE  BRILLIANT  PICTURES! 
FINER  SOUND! 
UNMATCHED  SIMPLICITY! 


Built  by  the  same  men  ivho  make  RCA 
Photohhoiie  equipment  used  by  Holly - 
u'ood  studios  and  in  thousands  of  top- 
flight theatres,  this  Projector  offers  you 
exclusive  features  that  put  it  YEARS 
AHEAD.'  In  all,  it's  better  i6  ways- 
yet  is  priced  with  the  lowest! 


SURE — the  use  of  films  is  a  splendid  way 
to  increase  sales.  But  you'll  do  an  even 
better  job  if  your  sales  story  sings!  And  that's 
where  the  new  RCA  16  mm.  Sound  Film 
Projector  comes  in.  It  gives  films  tijat  vital 
spark,  fills  them  with  the  life  and  color  that 
rivet  attention  to  your  message! 

Films  literally  float  through  this  new  Pro- 
jector. No  tugs  or  jerks  mar  performance.  It 
makes  sales  stories  sing  by  lending  new  bril- 
liance to  every  picture,  new  fidelity  to  every 
sound.  An  oversize  reflector,  condenser,  and 
objective  lens  pep  up  the  picture,  provide 
10  to  20';  greater  screen 
illumination.  Film  takeup 
equalizer  plus  exxellent  elec- 
trodynamic  speaker  stimu- 
late the  sound — it  is  as  clear 
at  low  volume  as  at  high! 

The   unmatched    experi- 
ence of  RCA  Photophone 


engineers  is  reflected  in  the  design  and  ope- 
rating ease  of  this  new  Projector.  No  other 
unit  is  as  simple.  Threading  is  easy  because 
threading  line  is  cast  on  projection  block.  All 
size  films  are  swiftly  rewound  by  motor.  Clean- 
ing and  adjusting  may  be  done  by  anyone. 
Besides  putting  sing  in  your  sales  story, 
the  RCA  16  mm.  Sound  Film  Projector 
"goes  places"  easily.  May  be  carried  like  a 
suitcase.  And  you  can  use  it  with  microphone 
or  'Victrola  Attachment.  In  short,  it's  better 
16  ways — and  is  amazingly  low  in  price!  For 
full  details,  mail  coupon. 


1.  Better  sound  reproduaion. 

2.  Better,  more  brilliant  projection. 

3.  Better,  simpler  threading. 

4.  Better  and  more  efficient  cool- 
ing. 

5.  Better  reel  take-up  and  rewind. 

6.  Better  equalization. 

7.  Better  operating  ease. 

8.  Better  input  performance. 

9.  Better  convenience. 

10.  Better  framing. 

11.  Better  tone. 

12.  Better  accessibility. 

13.  Better  versatility. 

14.  Better  lubrication. 

15.  Better  lamp  service. 

16.  Better  portability. 


Trademark  "Victrola-'  Reg.  U.  S.  Pat.  Off.  by  RCA 

Mfg.  Co..  Inc. 
For  finer  sound  system  performance— Use  RCA  Tubes 


EducalioDal  Depl.  (BS.4) 
RCA  Manufacturing  Co..  Inc. 
Camden.  New  Jersey. 

Please  send  mecompleie  information  con- 
cerning the  new  RCA  16  mm-  Sound  Film 
Protector. 


i' 


Same 

Cotnpany-. 
At/i/ress... 
City 


^ 


Number  Five 


1940 


[25] 


SlIDEFILMS 


PERSONALITIES 


FILM    FORUM 


AND 


^PROJECTORS 

Show  Slidefilms  Best 


Slidefilms,  accompanied  by  sound  or  shown 
silently,  have  dramatic  attention-compelling 
value  that  straight  personal  oral  selling  can 
never  achieve. 

For  efficient  projection  of  Slidefilms  leading 
users  rely  on  S.  V.  E.  equipment.  Made  by  the 
originators  of  the  standard  Slidefilm  Stereopti- 
con,  S.  V.  E.  Projectors  provide  maximum  even 

illumination  of  the  en- 
tire screen  area,  assur- 
ing clear,  sharply  fo- 
cused pictures.  They 
embody  many  superior 
features  for  the  protec- 
tion of  the  film  includ- 
ing heat  ray  filters  to 
minimize  heat  at  the 
aperture.  They  have 
been  widely  used  by 
critical  industrial  buy- 
ers for  more  than  15 
years. 

There  are  S.  V.  E.  Pro- 
jectors in  styles  for  every 
requirement  from  50- 
watt  units  for  contact 
salesmen  up  to  100,  200 
and  300-watt  machines 
for  showings  to  large 
audiences.  Write  for  in- 
teresting folder  "How  to 
Show  It  for  More  Effec- 
tive Presentations"  and 
name  of  nearest  pro- 
ducer-dealer. 

Address 
Dept.  5B. 


S.  V.  e.   Projector   Model   9 

100  watts.  For  contact  sales- 
men and  showings  to  small 
groups. 


SVE  PROJECTOR  MODEL  G 

300  Watts  for  Large 

Audiences 

This  powerful  Projector  for 
single  frame  slidefilms  pro- 
vides not  only  brilliant  iltumi- 
nation  for  presentations  in 
halls,  auditoriums  and  large 
class  rooms,  but  also  utmost 
convenience.  It  has  as  stand- 
ard equipment  the  patented 
S.  V  E.  Rewind  Take-Up 
which  rewinds  the  film  in  the 
proper  sequence  as  it  is  be- 
ing shown. 


socieiy    fOR   visual   €DUCflTion.   inc. 


ICO     €flST   OHIO    ST«€€T 


CHICflCO  ■  ILLinOIS 


♦  The  General  Kroatlcasting  Sys- 
tem, with  studios  in  the  Buhl  Build- 
ing, Detroit,  announces  the  acqui- 
sition of  the  Tri-State  Motion  Pic- 
ture Company  of  Cleveland,  Ohio, 
who  for  more  than  seven  years  have 
been  producers  of  industrial  and 
commercial  films. 

Donald  C.  Jones,  President  of 
the  General  Broadcasting  System, 
assumes  the  office  of  president  and 
general  manager  of  the  new  com- 
pany. In  Cleveland,  the  company 
will  hereafter  operate  under  the 
name  General  Broadcasting  and 
Motion  Pictures  Incorporated. 

Associated  Adds  to  Staff 

♦  Genaro  A.  Florez,  president  of 
Associated  Sales  Company.  Inc.. 
Detroit,  visual  training  specialists 
and  producers,  announces  two  addi- 
tions to  his  staff: 

L.  S.  Bennetts,  who  for  the  past  _ 
eleven  years  has  been  connected 
with  the  advertising  and  sales  de- 
partments of  the  Michigan  Bell 
Telephone  Company  at  Detroit,  has 
joined  Associated  Sales  Company 
as  account  executive  and  writer. 
Donald  E.  McGuiness.  for  the  past 
five  years  with  the  advertising  de- 
partment of  the  Tractor  Division  of 
Allis-Chalmers  in  Milwaukee,  has 
joined  the  editorial  department  of 
Associated  Sales  as  a  writer. 

ISew  Electronics  Lab 

♦  A  step  of  far  reaching  signifi- 
cance was  recently  taken  by  the 
Bell  &  Howell  Company  in  the  es- 
tablishment of  an  Electronics  Divi- 
sion of  the  Company's  Engineering 
Laboratory.  With  Louis  A.  McNabb 
as  Director,  the  new  division  will 
lie  devoted  exclusively  to  design 
and  engineering  problems  associated 
with  sound  phenomena,  and  will 
have  complete  jurisdiction  over  all 
B&H  research,  development,  and 
manufacturing  in  the  field  of  sound 
equipment  and  television.  The 
Electronics  Division  will  also  au- 
thorize standards  for  construction 
and  inspection  of  electronic  equip- 
ment, and  will  provide  the  inspec- 
tion instruments  necessary  for  the 
maintenance  of  these  rigid  stand- 
ards. 

Wallace  A.  Moen  Moves  Up 

♦  Assuming  his  new  duties  with  a 
wealth  of  first-hand  experience  in 
the  visual  education  field.  \^'allace 
A.  Moen  has  been  appointed  As- 
sistant Manager  of  the  B&H  Edu- 
cational Division.  After  two  years 
of  administrative  work  and  direct 
connection  with  visual  aids  in  edu- 
cation, Mr.  Moen  joined  the  staff 
of  the  Bell  &  Howell  Company. 


Kdiliir,   Business  Scm'ii : 

♦  I  have  read  with  much  interest 
the  fourth  issue  of  Business  Screen. 

I  say  "with  interest"  because  for 
many  months  I  have  been  showing 
motion  pictures  of  the  non-theatrical 
type  to  meeting  groups  of  our  store 
members.  Occasionally  a  manufac- 
turer will  bring  his  sound  machine 
and  run  off  his  picture.  But  for  the 
majority  of  the  meetings  we  show 
films  ourselves  and  I  must  say  that 
this  phase  of  the  meeting  has  be- 
come '"the  spice  of  the  program!" 

While  we  have  no  funds  at  pres- 
ent available  for  the  purchase  of  a 
sound  projector,  we  do  own  the 
very  fine  Filmomaster.  Our  films 
we  secure  from  the  fair  list  of 
sources  which  I  have  built  up  and 
il  is  with  this  in  mind  that  I  am 
writing. 

I  wonder  whether  you  could  sup- 
ply us  with  another  list  of  manu- 
facturers who  have  silent  as  well 
as  sound  films  available  for  our 
use?  For  aside  from  the  fact  that 
these  industrial  pictures  are  of 
much  interest  to  the  men  and 
women  of  our  audiences,  I  am  sure 
that  many  manufacturers  seek  just 
this  type  group  to  whom  to  show 
their  films. 

ORIOLE  GROCERY  SERVICE,  INC. 
Aaron  Levin 

if  ants  Retailing  Films 

Editor,  Bu^siness  Screen : 

*  \^'e  are  interested  in  determining 
whether  or  not  you  know  of  a  non- 
commercial film,  approximately 
.''i.SOfl  feet  long,  to  be  used  in  a 
merchandising  program.  By  non- 
commercial we  mean  something  that 
shows  ways  of  improving  the 
grocer's  merchandising  methods, 
stories  in  connection  with  promo- 
tional interests,  etc.  This  film  is  to 
be  used  in  a  Kimm  Sound  Pro- 
jector. 

If  you  have  such  a  film,  or  know 
of  one,  we  should  appreciate  hear- 
ing from  you  at  your  earliest  con- 
\enience. 

DUNCAN    COEFEE   COMPANY 

Clay  W.  Stephenson,  ]r. 

Scene  from  "Tuliplime  at  the  New  York 
IVorUi's  Fair,"  tiezt'  all-color  film  of  the 
nationally  famous  Holland  Bulb  Industry. 


[26] 


Business    Screen 


II 


MORE  THAN 
SPECIAL  ABILITY 


TRADITIONAL  Eastman  uniformity 
backs  up  each  film's  special  ability.  That's 
why  cameramen  place  utmost  confidence 
in  the  three  Eastman  negative  films  — 
Plus-X,  Super-XX,  and  Background-X. 
This  reliability  has  made  them  the  raw- 
film  favorites  of  the  industry.  Eastman 
Kodak  Co.,  Rochester,  N.  Y. 

J.  E.  BRI  l>AT4»l  R,  IM.,  distributors 
Fori  l>ee  Chioatfo  Hollywood 


PLUS-X  SUPER-XX 

for  ifvnvral  sliiiUo  use  for  all  diffleult  sliols 

BACKGROUXD-X 

for  hafkffrtninds  and  general  exterior  work 

EASTMAN  NEGATIVE  FILMS 

Number  Five     •     1940  ^^^^ 


NEW    EQUIPMENT 


NOTES  ON  RECENT  DEVELOPMENTS  IN  PRODUCTION  &  PROJECTION 


•  Thk  Increasi.n'G  demand  for 
color  in  slidefilm  and  motion  pic- 
ture production  this  year  brings  up 
an  important  consideration  of  the 
showing:  problems  involved.  With 
the  perfection  of  16  mm.  printing 
by  Technicolor  and  Kodachrome 
processes  and  developments  by 
Cine-color  and  others  in  this  field, 
the  sponsor  must  now  be  assured 
the  maximum  illumination  in  order 
to  assure  audiences  proper  screen 
quality  vital  to  the  enjoyment  of 
these  films. 

Not  only  announcements  of  in- 
creased brilliance  from  existing 
750-\vatt  lamps  but  consideration  of 
the  12nO-watt  sizes  and  also  of  16 
mm.  arc  projection  are  of  interest 
in  this  regard.  Particularly  before 
audiences  in  large  rooms  under 
poor  lighting  conditions  the  arc 
projector  insures  necessary  screen 
brilliance.  Choice  of  proper  screens 
is  another  factor  deserving  thought. 

Typical  Arc  Equipment 

♦  For  utmost  illumination  of  16 
mm.  films  on  large  screens,  etc., 
the  Ampro  Model  '"AA"  16  mm. 
Arc  Projector  is  typical  of  this  type. 
30  Amp.  high  intensity  arc,  auto- 
matic carbon  feed  tri-purpose  am- 
plifier, and  two  speakers  are  stand- 
ard equipment.  Also  in  this  classi- 
fication is  the  Bell  &  Howell  Filmo- 
arc  which  now  produces  approxi- 
mately 1200  lumens  as  a  result  of 
recently  increased  light  output.  This 
equipment     comes     complete     with 


The  Am/'io  Model  "AA"  16/»;h  Arc 
Projector    jor    larger    audiences 


amplifier,  rectifier,  two  magnet 
dynamic  speakers  and  all  connect- 
ing cables.  The  DeVry  16  mm.  Arc 
Projector  is  another  theatrical 
quality  unit  in  this  classification, 
also  sold  complete  with  speaker, 
amplifier  and  other  accessories.  All 
of  these  units  are  priced  at  approxi- 
mately $1,000  to  $1,200  with  acces- 
sories, 1200-watt  lamp  projectors 
range  several  hundred  dollars  lower 
ill    price. 


Victor's     luic     tly'"-U!-'>iU'     s/^rilK'i-r 

described  in  the  item  behni' 


♦  Of  interest  in  the  educational 
and  industrial  fields  are  new  im- 
provements made  by  the  Victor 
Animatograph's  engineering  depart- 
ment. One  is  Victor's  new  two- 
speaker  unit  in  one  case  under  one 
handle.  This  eliminates  the  neces- 
sity of  carrying  two  cases  in  addi- 
tion to  the  projector  when  two 
speakers  are  required. 

Another  development  is  an  in- 
crease in  the  output  of  the  Animato- 
phone  amplifiers,  of  100%  in  the 
Model  40A  and  50^f  in  the  Model 
40B.  Both  have  separate  "mike'" 
control  built  in. 

Still  another  is  the  adding  of 
even  greater  film  safety  to  Victor's 
film  protection  developments. 

.-l/ii/jro'.s  New  York  Office 

♦  New  and  spacious  quarters  at 
515  Fifth  Avenue  in  New  York 
City  were  announced  last  month  by 
the  Ampro  ('orporation. 

THO-U  all  Lamp  Doubles  Lifihl 

♦  Owners  of  16  mm.  Filnisound 
|irojectors  will  be  interested  in  the 
new  750-watt,  lO-hour  lamp  re- 
cently announced  by  Bell  &  Howell. 
It  is  claimed  that  by  actual  test  this 
new  unit  produces  50%  more  light 
than  the  standard  750.watt,  25-hour 
lam|). 

The  (Company  states  that  for 
many   months  their  engineers  have 


lieen  working  with  the  lamp  manu- 
facturer to  produce  a  more  brilliant 
lamp  in  the  standard  size,  seeking  to 
accomplish  this  without  increasing 
the  wattage  over  750.  and  thus  with- 
out increasing  the  heat  to  the  point 
of  possible  danger.  The  result  of 
this  research  is  the  new.  750-watt, 
10-hour  lamp,  which,  although  far 
greater  in  brilliance  than  the  stand- 
ard 750-watt  unit,  generates  little  or 
no  additional  heat. 

Although  the  minimum  life  ex- 
pectancv  of  the  new  lamp  is  but  ten 
hours,  it  is  felt  that  this  reduction 
is  far  outweighed  in  importance  by 
the  added  brilliancy.  B  &  H  states 
that  for  projector  illumination,  the 
new  lamp  is  excelled  in  light  output 
only  by  the  1200-watl.  10-hour  lamp 
in  the  larger  glass  envelope,  which 
is  used  in  the  Filmo  ""Auditorium" 
Projector.  Bell  &  Howell  makes  it 
clear,  also,  that  the  new  lamp  does 
not  replace  the  standard  750-watt, 
25-hour  lamp,  which,  it  is  believed, 
will  continue  to  be  used  in  the 
majority  of  home-owned  projectors. 


How    to   Use 
Automatic 
Slidefilm 
Projection: 

♦  With  several  excellent  auto- 
matic slidefilm  projectors  now 
on  the  market,  advertising  dis- 
play directors  and  other  mer- 
chandising executives  can  add 
remarkable  interest  and  con- 
siderable added  selling  punch 
to  window  displays,  outdoor 
signs  and  man>'  new  exhibit 
possibilities  are  opened  up.  The 
SVE  Automatic  unit,  the  new 
DeHaven  Iconovisor,  and  the 
Junior  Selectroslide  are  three 
varying  types  available.  Here 
are  some  uses: 

1.  WINDOW  DISPLAY:  show 
colored  or  black  and  white  mer- 
chandise films  in  evening 
hours. 

2.  COUNTER  .SALES:  stimu- 
late "special"  items  with  "rear- 
screen"    showing    of    pictures. 

3.  OUTDOOR  EXHIBIT:  pro- 
ject films  on  screen  on  service 
station    lot,    etc.,    after    dark. 

4.  MOVING  SIGN:  Use  in 
adapted    billboard    with    rear- 


The  Bell  &  Howell  Fihnoarc  features 
increased  screen  brilliance 

The  new  lamp  is  offered  as  an  addi- 
tional unit  for  educational  and  /«• 
dustrial  projectionists,  to  whom 
lamp  brilliance  in  long  throws  is  of 
more  importance  than  lamp  life. 
The  new  lamp  will  be  furnished  in 
the  new  ""black-top"  type,  recently 
announced  by  B  &  H.  which  elimi- 
nates the  use  of  metal  lamp  caps.  It 
is,  of  course,  equipped  with  the  well- 
known  B  &  H  pre-focusing  and  pre- 
aligning  ring  on  the  base,  a  feature 
which  this  company  has  offered  for 
years,  to  assure  maximum  efficiency 
of  each  individual  lamp. 


The  New  Pcliorcti  Ic.oinytsor 
Automatic    Slide fil in    Trojcctor 

screen  unit  showing  merchan- 
dise. 

5.  PL.\TFORM      LECTURES: 

lecturer  can  talk  without  ad- 
ditional   assistance    for    slides. 

6.  EXHIBIT  BOOTH:  shows 
complete  line  of  merchandise, 
cutting  size  of  exhibit  needed. 

7.  ANNOUNCEMENTS:canbe 
used  in  railroad  station,  other 
public  places,  for  short  ads. 

8.  SALES  PORTFOLIOS:  re- 
places presentation  books, 
charts,  for  traveling  sales  pro- 
motion uses  and  product  dis- 
plays, etc. 


[28] 


Business    Screen 


♦  Recently  announced  by  Spindler  i  Sauppe. 
Inc.,  San  Francisco,  is  the  new  Junior  Selectro- 
slide  for  aulomalic  projection  of  .'^5  mm.  film 
or  glass  sides.  Sixteen  2"  x  2  "  slides  are  con- 
tained in  a  revolving  drum  and  projected  by 
automatic  control.  The  equipment  is  priced  at 
$135,  plus  lens.  The  85  mm.  Hektor  f  2.5  pro- 
jection lens  recommended  by  the  manufacturer 
is  priced  at  SSS.OO   t  Pictured  on  Page  24). 

1913  DeVry  Portable  Projector 

♦  As  early  as  1913.  Herman  A.  DeVry  had 
developed  a  35  mm.  portable  "suitcase"  projec- 
tor (see  Page  24).  Pioneer  forerunner  of  the 
extensive  DeVry  theatrical  and  portable  pro- 
jectors of  today,  this  equipment  is  still  in  ex- 
cellent working  order.  One  of  its  earliest  users 
was  the  Ford  Motor  Company,  purchasers  of 
one  of  these  models  in  1916! 

Ampro's  !\'ew  Catalogue  Available 

♦  A  handsome  sixteen-page  color  catalog  of 
the  complete  Ampro  projection  and  accessory 
line  is  now  available  to  industrial  and  educa- 
tional users  from  the  .\mpro  Corporation.  2839 
North  \^'estern  .Avenue.  Chicago,  or  from  the 
Screen     Service     Bureau     of     Business     Screen. 

New  Vokar  Slide  Projector 

♦  A  recent  newcomer  among  slide  projectors 
is  the  new  modern  streamlined  vokar  with 
powerful  100  watt  prefocused  lamp.  Bausch  & 
Lomb  condensers  and  f3.5  four  inch  focal  length 
lens. 

It  has  spherical  reflector  and  efficient  conver- 
sion cooling,  with  adjustable  image  tilt  and 
generous  ten  foot,  undenvriters  approved  plug 
in  extension  cord.  The  projector  lists  at  89.95. 
It  is  designed  to  take  both  Bantam  size  and  35 
mm.  two  inch  glass  or  paper  mounted  slides. 
Produced  by  The  Electronic  Products  Mfg.  Cor 
poration  of  Ann  .Arbor.  Michigan. 


PROJECTION  SERVICE 


'A  COMPLETE' 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theatrical  pic- 
tures. The  non-theatrical  service  includes  supplying 
projectors,  screens,  operators,  etc.,  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26+h  St.,  N.Y.  C.   Lexington  2-9850 

Lfiriil  opK-ratinij  points  in  upper  ,V,  J'. — .V.  J.  and  Ci>"n. 


•  A  FILM  IS  NO  BEHER  THAN  THE  DIS. 
TRIBUTION  IT  GETS.  WE  SUPPLY  YOU  WITH 
BETTER  AUDIENCE.  BEST  EQUIPMENT, 
TRAINED  OPERATORS  AND  TRANSPORTA- 
TION. 

Write   Ud   For   Quotations. 


n 


WATSON 


TALKING       PICTURE      SERVICE 

249  Erie  Boulevard  West  Syracuse.  N.  Y. 


•  COMPLETE  SOUND  CAR  UNIT  • 

With  highest  class  film  PROJECTION  SERVICE 
available  for  Intensive  campaigning  in  Penna..  Dela- 
ware, Maryland,  Virginia,  and  D.  C.  Also  Camera- 
men  to   cover   special   assignments   anywhere. 

LEWY  SOUND  AND  MOVIE  SERVICE 

853  N.  EUTAW  ST.  BALTIMORE,  MD. 

ESTABLISHED    1905 


ir  THE  DeVRY  "INTERPRETER" 


XHE.\TRE-QU.4LITY  projeolion,  is  the  key  to  efferlive  screen  selling. 
Wherever  the  audienee.  whatever  its  size.  Shownianship  Denianjis 
DeVry.  The  new  DeVry  16mni.  "INTERPRETER"  Sound  F'rojeetor  is 
the  unit  most  preferred  hy  experieneed  showmen.  It  is  the  one  pro- 
jector of  all  16nim.  units  that  is  capable  of  brinpinf;  your  sales  story 
to  the  screen  with  uninterrupted,  flickerless,  brilliant  pictures  accom- 
panied bv  realistic  voice  or  sound.  Since  1913  De\'ry  has  produced 
.'i.'Snim.  equipment  for  theatre  installation:  is  thus  ably  qualified  to  pro- 
duce   16mm.   projectors  of  outstanding   theatrical  quality. 


u 


THE  fINEST   IN  35MM 
THEATRE    PROJECTION 

In  (he  modern  audi- 
toriums and  conference 
rooms  of  .America's  fore- 
most business  concerns 
a"  in  deluxe  entertain- 
ment theatres  through- 
out the  Korld^  one  of 
the  several  DeVrv  35nini. 
units:  portable,  semi- 
portable  or  permanent 
in-lallations  are  carrying 
on  the  27  year  DeVry 
tradition  of  superb  film 
»howmanship.  Showmen 
know  they  can  count  on 
DeVry  Projection  —  35- 
inni.    or    16mm. 


HERE'S  WHY  THE  'INTERPRETERS' 
IS    THE    PREFERRED    CHOICE 

•  Low  Initial  (lost  •  Portability  •  Sim- 
plicity of  Operation  •  Testing  Depend- 
ability •  Sparkling  Pictures  •  Faith- 
ful Tone  Quality  •  Exclusive  Patented 
Features  •  Easiest  on  Film  •  Trouble 
Free  Mechanism  •  Huilt-ln  Provisions 
for — Phonograph — Microphone — Addi- 
tional Amplifier — Sound  or  Silent  Films. 

EXPERIENCED  MIOWMEN  LIKE  THESE 
RELY  ON  THEIR  DeVRV  PROJECTORS 
FOR    EFFECTIVE   SCREEN   SELLING 


Ford  .  .  .  Standard  Oil  .  .  .  Goodyear 
.  .  .  .^llis-Chalmers  .  .  .  Caterpillar  Tractor 
.  .  .  Goodrich  .  .  .  Firestone  .  .  .  Inter- 
national  H^irve.trr  .  .  .  Bell  Telephone  .  .  . 
American  Steel  &  Wire  .  .  .  Minneapolis 
Motine  Imp.  Co.  .  .  .  Cunard  .  .  -  Dollar 
Lines.    .   General   Electric— and    many    others. 


Number  Five 


1940 


[29] 


"FROM  GROVE  TO  MARKET" 

.1     f  ii'w-c<'<>f.     simiiil     nuttitm     iiivlnrv 
for    the    Fluridu    t'ilrus    Cinninissitm 


THIS  film  was  designed  to  acquaint 
dealers  with  the  reasons  why 
Florida  citrus  fruits  come  to  you 
juice-laden,  tree-fresh,  and  appetiz- 
ingly  attractive. 

No  matter  what  your  product,  your 
sales  problem  or  your  market,  Loucks 
&  Norling  always  provide  the  imagi- 
native direction,  tomorrow's  photo- 
graphic technique  and  a  fresh  script 
viewpoint. 

See  the  new  Chrysler  3-dimensional 
film  in  technicolor  at  the  World's 
Fair.    The   first  time   on   any   screen. 

LOVCKS  &  NORLING  STUDIOS 


245  West  55th  Street 

Estahlhlir<l  in  1925 


New  York 


TECHNICAL  NEWS 

{Cvnliiiuril  front    prtcri/ifit^   pn^i') 

Spencer  Announces  Aililitions 

♦  Addilions  to  ils  line  of  moder- 
alely  priced  projectors  for  2"  x  2" 
black-and-white  or  color  films  have 
been  announced  by  the  SPENCER 
LENS  COMPANY  of  Buffalo.  N.  Y. 

Known  as  Model  MK  Delinea- 
scopes  the  group  now  includes  a 
100-watt.  a  200-watt  and  a  300- 
watt  instrument.  These  ratings, 
however,  do  not  reveal  the  actual 
brilliance  of  projection  of  which 
the  instruments  arc  cajiable.  due  to 
exceptional  optical  efficiency,  ac- 
cording to  the  company's  state- 
ments. 

Spencer  engineers  designed  all 
three  models  with  special  provision 
for  protecting  the  film  from  dam- 
age by  heat.  In  the  100-watt  model. 
the  ventilation  system  is  adequate. 
In  the  200-watt  model  a  heat  ab- 
sorbing glass  is  included,  while  in 
the  300-watt  instrument  a  fan  cool- 
ing altachmeni  is  used  in  addition 
to  assure  adequate  coding. 


"Behind  tht'  Camcra'\  a  full-color  mo- 
tion l^iclurc  of  the  f>lwlO(n-af>hcr*s  art 
in   bitsincss  has  recently   been   released. 


Ted  II.  Does- 
cher  of  t  h  c 
Chicago  Wild- 
ing studios  1^ 
af^pointed  /- 
Speedzi'ay  post. 


♦  The  appointment  of  Ted  H. 
Doescher.  of  the  local  Chicago  staff 
of  Wilding  Picture  Productions. 
Inc..  to  the  |)ost  of  Chief  Steward  of 
the  Indianapolis  ,SO0-mile  race  was 
announced  this  month  by  the  Con- 
test Board  of  the  American  Auto- 
mobile .Association.  Mr.  Doescher 
is  well-known  throughout  the  auto- 
motive and  advertising  field. 

New  Black-top  Lamps 

♦  No  more  need  the  customary 
metal  lamp-cap  be  used  atop  the 
lamps  supplied  by  the  Bell  & 
Howell  Company  for  Filmo  Projec- 
tors. Instead,  these  new-  B&H  pro- 
jection lamps  are  coated  with 
opaque  black  at  the  top  of  the 
glass.  This  black  top  is  said  to 
reduce  greatly  the  light  filtering 
through  the  top  of  the  lamphouse. 
and  of  course  it  eliminates  the 
necessity  of  shifting  the  metal  cap 
from  a  burned  out  lamp  to  a  new- 
one. 

The  black-top  lamp  will  retain 
the  well-known  alignment  locating 
ring,  which  has  been  a  feature  of 
B&H  projection  lamps  for  so  many 
years.  This  ring,  which  is  fitted  by 
a  recently  perfected  precision  braz- 
ing machine  to  each  individual 
lamp,  is  said  to  absolutely  assure 
correct  positioning  of  the  filament. 


Souttiwvit  Hotels  Inc.     Mrs.  H.  Grady  Manning,   Ctiairmon  -  R,  E.  McEactiin,  Gen'l.  Mgr. 


Sliiftio    Vrofluves 

'^Behind  the  Camera" 

♦  Behind  the  Cunicra. 
produced  by  Raphel  G. 
Wolff  to  promote  both 
Hollywood  as  a  com- 
mercial center  ami  his 
own  studio  is  of 
interest  to  film  users. 
It  is  shot  direct  on 
16nim  kodachrome 
stock.  The  picture  car- 
ries through  the  stu- 
dios, laboratories,  and 
centers  of  interest  in 
Hollywood  for  users 
of  commercial  pictures 
and  finally  through  the 
studio  of  Raphel  G. 
Wolff. showing  its  com- 
plete facilities  for  tlie 
production  of  "stills" 
of  tile  besi  qualil\. 
The  film  shows  ihi- 
technician  at  his  work. 


THIS  AIJVEHTISEMENT 

is  placed  lo  attract  a  top  notch  motion 
picture  scenarist  to  a  leading  (-oinnicrcial 
producer  whose  business  now  calls  (or 
i'urlher  expansion. 

The  man  who  sijsns  with  us  must  have  a 
llioroush  knowledge  oi"  motion  picture 
techni(iue.  a  drama  lie  sense  and  an  un- 
derslandinia;  of  the  sales  and  educational 
pntblenis  faced  h\  those  who  nianufac- 
lure  and  sell  merchandise. 
The  man  who  si^ns  with  us  will  work 
with  a  group  of  men  who  have  written 
pictures  for  the  most  discriminaling;  list 
of  clients  in  America.  He'll  find  work 
of  wide  variety  and  interest.  He'll  enJ4»v 
jl  if  he  is  the  right  sort  of  man.  He  will 
have  a  vear  'round  ji>b  with  earnings 
right  in  line  with  his  ability  to  create  lln- 
best  types  of  commercial  sound  motion 
pictures. 

\  our  reply  will  he  treated  in  sirict 
(Minfidence. 

Gilt'  full  partivulars  lit: 

l5o\  22,  Business  Srreeii  iMnjiii/iiu* 

2(^  \orth   Wackcr  l>ri%c     -:-     Chicago.   III. 


[30] 


Business    Screen 


THE  NEW 
FILMS 

iConlinucil  Irnin  l^iiiie  10  i 


"Tin-  Mirach-  .-/  Milk"  ,s  fla\- 
ini/  in  theatres  throughout  New 
York  State  to  enthusiastic  audi- 
ences. A  Paramount  Production. 


♦  \^  ITH  THE  current  volume  of  mo- 
tion picture  and  slidefilm  produc- 
tion apparently  reachino;  a  new 
all-time  record,  new  titles  are  being 
screened  in  Business  Screen's  prevue 
theatre  almost  continuously.  The 
Face  in  the  Mirror  (Jam  Handy). 
Refreshment  Through  the  Years 
(Coca-Cola).  U.  S.  Tire  Dealers 
Corporation's  four-unit  show .  .Amer- 
ican Bembergs  Aristocrats  of 
Fashion,  Ethyl  Gasoline  Corp.'s 
Pennyuise  are  among  the  "current 
and  choice"  productions. 

♦  The  success  achieved  by  the  Para- 
mount-produced short  The  Miracle 
of  Milk  for  the  New  York  State 
Bureau  of  .Milk  Publicity.  Depart- 
ment of  -iVgriculture  and  Markets, 
which  has  been  shown  in  almost  all 
of  the  theatres  in  New  York  State 
by  this  lime,  is  a  typical  example  of 
high  standards  of  production  now 
being  achieved.  J.  M.Mathes  Agency 
supervised  production. 

Ethyl's  ISew  Motion  Picture: 

♦  A  romantic  comedy.  Pennyuise. 
is  Ethyls  latest  promotional  ven- 
ture for  dealer  and  consumer  sho\\- 
ings  nationally.  A  top-ranking 
Hollywood    cast    of    players    which 


1 

B 

l^^^il^fc^^^ 

^^j 

w ,  ,V  \/Wi 

k>R^ 

includes  such  stage  and  screen 
notables  as  Donald  Cook.  Judith 
Ford.  Forrest  Orr  and  Roy  Roberts 
is  featured. 

Aristocrat  of  Fashion  Shorts: 

♦  American  Bemberg's  Technicolor 
production  I  by  Roland  Reed  I  is 
titled  .irislocrals  of  Fashion,  and 
the  splendid  color  photography  of 
\^illiam  Steiner  plus  the  beautiful 
Powers"  models  stamps  this  as  one 
of  the  finest  theatrical  shorts  ever 
produced.  National  distribution  by 
.^1  Bondy  to  first-run  theatres  will 
undoubtedly  be  most  successful  be- 
cause of  the  very  non-commercial 
handling  of  this  film  subject. 

Outslandinfi  i\ on-Commercial 
Subjects: 

♦  Not  in  the  realm  of  commercial 
films  but  worthy  of  considerable  in- 
terest is  thenew  Look-.Ampix  produc- 
tion Lights  Out  in  Europe,  released 
under  the  co-sponsorship  of  Look 
Magazine  and  .\merican  Pictures. 
Inc.  Produced  and  directed  by  Her- 
bert Kline,  the  graphic  realism  of 
this  subject  makes  it  extremely 
worthwhile  to  film  technicians  as 
uell  as  the  general  public. 


AUDITOR  lUM 


OUTDOORS 


Sales  Managers  hail  VICTOR'S 
amazing  multiple-use  ^eaiu^ieA. 

In  the  home,  at  the  conference  table,  at  sales 
meetings,  at  conventions,  this  one  remarkable 
sound  proiector  provides  the  perfect  medium 
for  putting  across  your  sales  story  to  "3  or 
3000".  Designed  for  sales  and  Industrial  work, 
the  Series  40  Victor  Animatophone  offers  a 
flexibility  and  economy  never  before  attained 
—  projects  either  silent  or  sound  film. 

Among  its  advanced  features  are:  unmatched  quality 
of  sound,  easy  portability  and  VICTOR'S  famous  film 
protection.  Priced  as  low  as  $275.00.  Matched  at- 
tachments include  Public  Address  System.  Phono 
Record  Turntable,  Additional  Speakers,  Recording 
Units   and    Central    Radio. 

ONLY    VICTOR     PROVIDES     THESE 
EASY  CARRYING  CONVENIENCES 


''PFNNYWTQF''      '^    ^'''^''     ^"-^^'""^     Corporations    nc.c 

l     Li    Vi     Vi     1      11     i    u    L  sound    motion    picture    starring    Donald 

Cook.    Judith     Ford    and     Forrest     Orr    in    a    sparkling,    romantic    comedy    for 

i/vncral  showintj  nationally  to  consumer  audiences  as  well  as  the  entire  dealer  field. 


Aii    in    One    Cose    (2    In    1) — 

Projector  with  Sound  Equipmant  and 
Integral  Speaker— practical  for  all 
general     use. 

All   in   Two   Coses    (3   In   2) — 

Sound      Projector     and     TWO      12-inch 

speakers       for       large 

groups — the     most      any 

salesmen    with    VICTOR 

Equipment    need     carry 

when    additional    speak- 

f""  "-^  ers  are  required.  In 
any  other  make  of 
equlpmant  you  are  an- 
noyed     and    inconvenienced    with    carrying     3    cases. 

WRITE  TODAY  for   the   ne^e    VICTOR   Catalan 
and    fatfgt    tested    businefs    applications. 


VICTOR  ANIMATOGRAPH 
CORPORATION 

DAVENPORT,  IOWA,  U.S.A. 

DistriUulors   Throughout  the    World'. 


Number  Five 


19-10 


[31] 


SCRIPT  to  SCREEN! 

•  "The  Finnish  track  stars  Paavo 
Nurmi  and  Taisto  Maki  are  featured 
in  a  short  subject  filmed  in  New  York." 

Motion  Picture  Herald 
•"....  prints  of  the  film  are  now 
ready  for  Release  to  the  motion  pic- 
ture theatres  of  the  nation  .  .  .  ." 

New  York  Times 

•  "....  booked  and  played  in  selected 
first  run  theatres  in  every  state  in  the 

^""""■y-"  Variety 

'.  .  .  .  prints  are  circulating  and  re- 
guests  are  still  coming  in." 

BoxoiGce 

•  "An  all  time  high  in  speedy  distri- 
bution and  national  theatre  coverage." 

The  Film  Daily 

-k  IN  TEN  DAYS  OVER 
10,000.000  PEOPLE  ACCLAIMED 
THE    MEMORABLE    FILM 

"FINLAND  FIGHTS" 

Produced  and  Distributed 

by 

EMERSCN  rocrE 

STUDIC 


245  We»t  55fh  St. 
NEW  YORK  CITY 


Telephone: 
Circle  «.3«tt 


SLIDEFILM  PRODUCERS 


r 


OUAIITY  PRODUCTIONS 

BLACK  &  WHITE  &  IN  COLOR 


Division  of 


dfc)(nmJ 


S  A  R  R  A,    I  n  c 


WHIIehall  7696  ♦  16  East  Onlario  Street  ♦  Chicago 


I  For  "DRAMATIZED  SELLING"  | 

I  in  sound  slidefilms  or  in  live  | 

j  talent  plays,  written  and  pro-  | 

I  duced  to  fit  your  needs  .  .  .  | 

I  wire,  phone  or  write.  | 

I  PAUL  HARRIS  PRODUCTIONS  | 

=  440   So.   Dearborn   Street  Harrison   3983  = 

%  Chicago,   Illinois  = 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ 


S^   p? 

"FIND  OUT  ABOUT 

CARTOONS 

\  %W^Bi  v«v^^ 

FOR  OUR  NEXT 

SLIDEFILM!" 

w 

»  rilf 

U\t 

F.   O.  ALEXANDER 

108?  Dre>el    BIdq. 

Philadelphia.    Pa. 

[.'52] 


DISTRIBUTION  WIDENS 

(Cunlinucd  jroin  Canu-ra  t.yi'  I'age  Six) 
producer  may  often  be  found  to  be  most  un- 
willing to  permit  the  client  to  decide  his  ability 
on  a  proven  record  of  past  success,  and  on  the 
ability  of  his  creative  staff  to  really  deliver  the 
goods  when  the  client  pledges  his  failh  by  ten- 
dering the  production  order. 

\^'lioever  heard  of  asking  four  or  five  con- 
tractors to  each  build  foundations  so  a  choice 
could  be  made  between  them? 

Stale  of  the  Industry 

♦  In  answering  the  many  requests  of  film  spon- 
sors and  other  friends  interested  in  the  progress 
of  this  medium  for  a  general  statement  on  the 
"state  of  the  industry"  we  modestly  advance 
these  conclusions  on  the  two  principal  phases 
of  the  business,  namely,  production  and  dis- 
tribution. 

[1]  Production  advancement  has  not  only 
moved  apace  with  the  latest  developments  in 
motion  picture  and  recording  technique  being 
offered  the  entertainment  public  by  Hollywood. 
it  has  done  wonders  in  stimulating  new  devel- 
opments of  its  own  in  photographic  methods, 
laboratory  detail,  color  processes  (particularly 
in  reduction  printing)  and  in  the  improvement 
of  optical  work.  Specialists,  the  equal  of  any 
in  Hollywood,  are  applying  their  talents  almost 
exclusively  to  commercial  films.  Progress  in 
the  commercial  field  is.  of  course,  directed  toward 
economy  as  well  as  perfection,  while  Holly- 
wood's responsibility,  as  displayed  in  such  super 
productions  as  Gone  Willi  the  Wind,  appears 
to  be  solely  that  of  box-office  appeal. 

E.XTE.NSIVE   DlSTRIBlTION    POSSIBLE 

[2]  Of  even  greater  significance  is  the  rapid 
spread  of  distribution  facilities.  Part  of  this 
is  a  natural  result  of  the  ever  wider  sale  of 
sound  projectors  throughout  the  country  and 
the  rest  may  be  attributed  to  the  growing  recog- 
nition on  the  part  of  responsible  producers  of 
the  client's  audience  problem.  The  presence  of 
reliable  national  distribution  outlets  has  also 
made  for  greatly  increased  confidence  on  the 
part  of  the  user.  Coincidental  with  the  im- 
provement of  production  technique  and  the 
increasing  interest  of  subject  matter  resulting 
from  better  appreciation  of  the  medium's  de- 
mands on  the  part  of  the  sponsor  is  the  definite 
acceptance  of  good  commercial  subjects  for 
theatrical  showing.  Fully  Iwo-thirds  of  the 
nation's  theatres  find  such  films  acceptable  to 
their  audiences. 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiii 
WANTED:  USED  FILM  SLIDE  PROJECTORS 

•  A  non-prtifit  yroiip  slio>tiii^  lienllli  (ilm  slides 
lo  churches,  schools,  seltlenient  houses,  is  in  need 
uf  used  fihn  slide  projectors,  any  niodeU  or  size 
can  be  used  if  reasonably  priced,  yisual  Editcatinn 
Lfnguf.  HI  East  21st  StreH.  IS.  Y.  C,  nr  Philip 
K.  Ctlian,  mi 2  S,  Central  Park  4n.,  Chicago.  III. 
Telepham> HackufH  9198. 


OVER  10,000  SCREENS     ^ 

Before  High-grade 

AUDIENCES 

Are  Ready  for  Your  Films       t^' 


OUR  EXHIBITORS 

•  Own  their  own   16mm  Sound  Projectors 
e  Have  their  own  competent  operator 

•  Look  to   us  for  their  film   programs 

YOU  CAN  REACH  THEM 
Through  Our  COMPLETE  SERVICE 

•  Selective  Booking 

•  Guaranteed  Circulation 

•  Special  Promotion 

•  Advance  Notice  and  Reports 

COST  from  $1.00  to  $1.50  per  showing 


^'^ 


F'MOTION  PICTURE  BUREAU''^'? 

OF  THE  r.  M.  C.  A. 

1 9  SO.  LA  SALLE  ST.      351  TURK  ST. 
CHICAGO  SAN  FRANCISCO 

347  MADISON  AVE. 
NEW  YORK 


WATER 


softened  gelatin  is  easily 
damaged  ...  it  may  melt 
.  .  .  it  may   mildew  .  .  . 


o^iSiff' 


VAP.rjRATE 


makes  gelatin   insoluble;   it  can't  melt  and 
It  can't  mildew. 

eye  straining  punishment  from 
SCRATCHES,  SPOTS  and 
STAINS.  Looking  at  your  pic- 
tures should  be  a  pleasure  for  you  and  your 
friends. 

Fraction-of-a-cent-  Nationwide  facilities 

per-foot-cost.  *        through  you  dealer. 


AVOID 


till 


„g,-r    yaiiOrtite 


VAPORATE  CO..   INC. 
130  W.  46tti   St. 

New    York 


BELL&HOWELL   CO. 
1801    Larchmont 

Chicago 

716    No.    La    Brea 

Hollywood 


/\n  ultra-modern 
hostelry  in  the 
heart  oF  Chicago 


HOTEL 


Business    Screen 


RURAL    AUDIENCES    AWAIT   GOOD    FILMS 

llllllllllllllllllllllllllllllllllllllllllllllllllllll   Business  Screen    t'Uils    the  Peoria  Advertising  Club  'lllllllllllllllllllllllllllllllllllllllllllllllllllll 


{Continued  jrom  Page  Six) 
film  usage  as  well  as  production.  The  world- 
famous  Caterpillar  Tractor  works  has  an  exten- 
sive department  as  well  as  a  permanent  theatre 
for  employee  showings;  Hiram  \^alker,  Key- 
stone Steel  and  Vi  ire  and  many  others  have  and 
are  using  both  motion  pictures  and  sound  slide- 
films  for  a  variety  of  tasks.  We  couldn't  have 
told  these  experienced  sponsors  a  great  deal  of 
news  in  the  brief  time  allotted  to  us.  but  perhaps 
the  film  showing  and  our  talk  helped  those  others 
who  may  have  believed  that  the  medium  was 
the  exclusive  property  of  only  the  largest  manu- 
facturers. 

Producer  Is  Ri^^r^l  Specialist 

♦  Peoria  is  the  home  of  C.  L.  Venard.  specialist 
in  production  and  distribution  of  a  really  unique 
form   of  agricultural   film   productions   as   well 


EMBLEM    OF 


CONFIDENCE 


HEADLINERS 

in  One   Reel    MUSICALS 

We  have  ju^^  released  in  16  MM.  »ound 
film  a  series  of  13  musical  shorts  with 
well-known  entertainers  and  big  name 
orchestras  among  which  are  titles  such 
as  International  Rhythms,  Carnival  Show 
and  Maids  and  Music.  Featured  in  these 
films  are:  J.  C.  Flippen,  Jan  Peerce,  Roy 
Smeck  and  his  Aloha  Islanders,  Gus  Van, 
The  <  Charioteers,  Original  Dixieland  Jazz 
Band,  Dorothy  Stone  and  over  60  other 
stellar  performers. 


Our    COLOR    CARTOONS    in     16    MM. 

sound    film    are    tops!       Write    for    new 
catalog  listing  these  and  1500  other  films. 

WALTER  0.  (illTLUHN,  Ini. 


33  West  43th  Street 


New  York 


Specialists    in    PRODUCTION    of 
MOTION    PICTURES 


lunitiea.        Blark     and 
Cameras     Proj«rlori 


for 


for  Inclu9lri«4  and  Co 
Color,  Mlrnt  or  Sounc 
Sale     or     Re-ntal. 

COMPLKTK     <;L.\F:K\,K     SERVICE     .     .     .     FILM     LIBRARY 

PATHESCOPE  CO.  of  the  Xorth  East,  Inc. 
438  STIART  ST.  BOSTON,  MASS. 


FILM  SHIPPING  CASES 


SAFEGUARD  YOUR  FILMS 


INSIST 

ON 

FIBERBILT 

SHIPPING 

CASES 


PROTECT 

U      RECORDS 

AND    FILM 

WHILE 
IN  TRANSIT 


as  other  industrial  products  and  distribution.  It 
was  Mr  \  ernards  organization  which  has  so  suc- 
cessfully jiroduced  the  4-H  and  Future  Farmers 
films  shown  throughout  rural  America.  One  of 
these,  Under  the  i-H  Flag,  has  been  judged 
the  best  of  its  type  by  this  class  of  audience 
and  the  newest  one.  The  Green  Hand,  is  now- 
being  widely  acclaimed  as  a  significant  contri- 
bution in  the  advancement  of  Southern  agricul- 
ture through  the  Future  Farmer  movement. 

Offers  Unique  Production  Theory 

♦  Venard  himself  reviews  The  Green  Hand  with 
unsparing  directness  and  cites  the  difficulties 
encountered  in  working  with  an  untrained  ''home 
talent"'  cast.  But  it  is  the  enthusiastic  accept- 
ance of  this  tvpe  of  picture  among  the  people 
whom  it  is  intended  to  influence  which  is  really 
significant.  Such  audiences  overlook  the  ama- 
teurish performance  of  the  principals  and  ap- 
pear to  find  an  immediate  sympathetic  bond  with 
them  in  absorbing  the  social  message.  That 
confidence  and  enthusiasm  for  the  Future  Farmer 
movement  is  engendered  cannot  be  doubted. 

At  its  premier  in  .4thens.  Georgia,  earlier  this 
year.  The  Green  Hand  plaved  to  thousands  of 
persons,  who  poured  into  the  town  in  busloads, 
on  a  rainy  Saturday  morning,  to  witness  the  film. 
Subsequently  shown  to  rural  audiences  and  agri- 
cultural education  groups  throughout  the  South, 
it  may  be  indicative  of  a  means  of  approaching 
such  audiences  through  realistic  films  in  matters 
of  public  relations  and  institutional  advertising 
specialty. 

liuRAi.  Audience   \^'elcome  Films 

*  I^ong  ago  the  success  of  International  Har- 
vester's Farm  Entertainments  and  similar  rural 
distribution  setups  for  Deere  and  Companv  have 
shown  sponsors  the  widespread  interest  of  farm 
audiences.  Such  dealer  showings  usually  play  to 
packed  houses.  The  work  of  county  agents 
throughout  the  country  is  another  powerful 
factor  aiding  the  sponsor.  These  men  almost 
universally  regard  films  as  a  great  help  in  rural 
education  and  a  great  number  of  them  have 
sponsored  showings  on  their  own  initiative  for 
a  good  many  years. 


Universal  Ih 

_  SOIND  PROmOR  6^_ 

HAS     EVERYTHING! 

.  LOW  PRICE  •  FOR  SOUND  OR  SILENT  FILMS  •  FOR 
PUBLIC  ADDRESS  OR  PHONE  •  FULL  POWER  AMPLIFICA. 
TION  •  12"  HEAVY  DUTY  SPEAKERS*  REELS  TO  16"  •  RE- 
VERSE ACTION  •  STILL  PICTURE  CLUTCH  •  CENTRAL  OILING 
.  PERMANENT  CARRYING  CASES  •  LICENSED- WARRANTY 
Low  in  cost.  Universal  16MM 
Sound  Projeclori  offer  yov  oil  of 
the  important  new  feotures.  Four 
models.  For  all  purposes.  Simple 
to  operote.  Economical  to  main- 
tain. Licensed.  Guaranteed. 

UNIVERSAL 

SOUND  PROJECTOR  DIV. 

1 9th  &  Oxford  Sti.,  Philo.,  Po. 

New  Ywk  Office — 1  600  Broadway 


THE  VE\UD 
IIR(i\\IZiTIO\ 


PRODUCTION 


DISTRIBUTION 


AND 


SLIDEFILIVIS 


PEORIA,  ILLINOIS 


Number  Five     •     1940 


[33] 


DOUGLAS 

21-PASSEIVGER  PLANES 

With  its  sfliediilcs  carefully  designed  to  provide  the  max- 
imum in  frequenev  and  convenience,  Cliicago  *X  Southern 
offers  vou  quick  access  to  every  important  city  in  tlie  Mid- 
west and  South  —  in  the  greatest  comfort,  security  and 
luxurv  now  available  in  modern  transportation.  This  great 
new  fleet  of  famous  Douglas  DC-3's  has  been  made  possi- 
ble bv  the  ever  mounting  popularity  of  the  services  of- 
fered bv  Chicago  iS;  Southern.  Thousands  of  travelers  have 
saved  time  and  money  flying  "The  Valley  Level  Route" 
on  both  business  and  pleasure  —  thousands  more  will  do 
so,  faster,  and  in  greater  comfort,  during  the  years  to  come. 

CHICAGO  &  SOIITHERI 


/liA^  JlUted^ 


Ftpr   Keservatiims   iinti 

Injornialiuii  Call  Your 

Travel  Afieiil  in 

C.hiiafio — I'orlstiumlh  9010 


TELEVISION 

{Cdiilinufil  jriijn  I'li^c  1()  I 
television  program  of  the  future: 
probably  of  primary  value  will  be 
a  combinatiqn  of  all  three.  The 
mobile  unit  can  offer  sponsored 
sports  events,  man  -  on  -  the  -  street 
shows,  news  as  it  happens,  or  such 
featured  events  as  Bob  Ripley  in  a 
pit  full  of  rattlesnakes.  The  studio 
program,  as  the  foundation,  really, 
of  the  whole  schedule,  will  present 
musical  shows  and  plays.  Motion 
picture  television  has  as  much  to 
offer  as  the  other  two  tools:  its  pos- 
sibilities include  use  as  transcrip- 
tions are  used  today,  quarter-hour 
cliffhangers,  minute  commercials, 
and  also  such  other  uses  as  daily 
news  reels  and  retelecasts  of  sports 
events  at  more  advantageous  hours. 
N.B.C.'s  television  production  de- 
partment has  found  that  the  tempo 
of  the  radio  show  or  of  the  commer- 
cial film  is  far  too  slow  for  the  tele- 
vision program.  For  commercial 
application  it  will  not  be  enough  to 
give  the  advertising  spiel  through 
an  announcer,  it  must  be  illustrated 
and  dramatized,  and  yet.  not  in  the 
maimer  of  the  commercial  film;  the 
tempo  of  motion  picture  technique 
must  be  stepped  up  for  there  is  far 
loo  much  distraction  in  the  home  as 
compared  to  the  darkened  theatre 
and  every  precaution  nuist  be  taken 
to  hold  the  viewers  attention  lest, 
in  a  moment's  inattention,  he  be  lost 
entirely.  ,\\.  the  present  time  com- 
mercial movies  for  television  on 
N.B.C.  must  not  have  too  blatant  an 
advertising  message.  Under  the 
present  policy  of  the  company — not 
paying  for  pictures  nor  charging 
for  showing  them — educational  or 
entertainment  qualifications  are  a 
prime  requisite.  That  these  qualifi- 
cations will  relax  whenever  tele- 
vision begins  sponsored  operation 
on  a  permanent  basis  to  permit  a 
more  pointed  message  to  be  trans- 
mitted seems  very  likely.  "Family"" 
type  pictures  seem  to  have  had  the 
best  response  so  far.  probably  be- 
cause of  the  fact  that  these  films  go 
into  the  homes  of  the  audience, 
which  fact  need  not  be  considered 
so    much    for    theatrical    .showings. 


Dowling  &  Bronmell  produced  film 
"Hclfjul  Hciuy"  IS  ttlciisl  hy  Dm,  L,\- 
Slaliuu      to      U'l-st      Coast     andiemes 


Television  does  not  offer  a  very 
wide  audience  at  the  present  time. 
.\s  the  audience  begins  to  grow, 
however,  there  will  be  available  to 
the  commercial  film  sponsor  one  of 
the  best  media  for  the  presentation 
of  institutional  a  n  d  advertising 
messages:  television  of  commercial 
films.  Undoubtedly,  after  the  first 
period  of  transition  and  growth  of 
the  audience,  films  will  be  made  for 
the  prime  purpose  of  use  by  the 
television  stations:  until  that  time 
television  must  remain  a  secondary 
consideration  for  the  film  adver- 
tiser, but  decidedly  worth  watching. 
\  knowledge  of  advertising  film 
production  and  use  is  an  obvious 
advantage. 

Pacific  Coast  Telecasts: 

*  Frequent  showing  of  industrial 
films  by  the  Don  Lee  television  sta- 
tion has  included  selected  General 
Motors  films. 

♦  Other  typical  industrial  films 
transmitted  recently  by  the  use  of 
16  millimeter  sound  prints  are: 
Helpjul  Henry,  a  comedy  from  In- 
ternational Harvester  Company. 
Hauaiiun  Harvest,  a  thirty  minute 
educational  film  frozu  the  (!alifornia 
and  Hawaiian  Sugar  Refining  Cor- 
poration, and  Trees  and  Men,  a 
forty  minute  picture  from  the 
Weyerhaeuser  Timber  Company, 
these  being  pictures  produced  by 
Dowling  and  Brownell  of  Holly- 
wood. Approximately  800  televi- 
sion sets  are  in  use  in  the  thirty 
mile  radius  of  territory  now  being 
reached  from  the  Don  Lee  Los  An- 
seles  station. 


SfEV^^RDESS 


SERVICE  ON  ftLL  flJGHTS_ 


Typical  malum  picture  prodacli,;,   .>,./!.    al    the  Iiiiiic  Eastern  Senice  Stadias  tit 
Long  Island  City  with  the  recent,  vitercsting  Masland  Company  film  m  the  making.         ii 


[34] 


Business    Screen 


lAljuM-i    Till'    permanent   llieatre   of   the   Chicago   Lighting 
Institute  is  typical  of  meeting  rooms  at  20  North  \^  acker. 


Here  Studio  A  on  the  42nd  Floor  at  Twenty  Xortii  \^  acker 
Drive  is   shown.    One  of  Chicago's   finest  modern  studios. 


I         Ideal  for  smaller  gatherings,  film  prevues  or  other  ad- 
vertising   and    sales    functions    is    the    Studio    B    theatre. 


MODER\  SiLESlll\SHIP 

•  As  office  lieaclquarters  for  many  of  America's  foremost  iiatioiiul 
business  or«anizatiuns.  Twenty  North  Waeker  Drive  has  hiiij;  heen 
recognized  as  a  distinguished  business  address  where  efficiencv 
and  convenience  are  paramount.  But  modern  business  todav  de- 
mands more  than  just  office  space  and  local  transportation:  today's 
needs  include  customer  facilities,  fre«|uently-needed  space  for  sales 
gatherings,  conference  rooms  and  many  other  social  and  business 
requiremenls.  In  its  liiviirious  Club  Floors  and  many  types  of 
theatres  and  meeting  rooms,  this  42-5lory  tower  possesses  real 
unti    unique    advantages    worth    every    executive's    inquirv. 

THE  LIGHTING  INSTITUTE  THE.4TRE:  typical  of  small  theatres 
available  to  residents  at  Twenty  North  Waeker  Drive  is  the  modern 
theatre  of  the  famed  Chicago  Lighting  Inslilnle.  Here  permanent 
theatre  seats,  indirect  illumination  and  oilier  facilities  furnish 
an    ideal    setting    for    business    and    advertising    gatherings. 

STUDIO  .\:  aniitlier  ol  the  ideal  locations  for  sales  meetings  or 
other  business  functions  is  the  beaullfnl  anil  acoustically-perfect 
sludiii  on  the  forty-second  floor. 

STUDIO    B:    among    smaller    meeting    and    conference    rooms    is 
this  sound-proofed  studio  room  also  on  the  forty-second  floor.  Here 
film  prevues,  radio  recording  and  other 
mo«lern  business  activities  are  comlucted 
l)>   residents. 

AuDi(i-:ss  All  L\qi:ikies  to 
The  Office  of  the  President 
Ml!.  J\MES  C.  THOMPSON 


1  N     T  11 

1  .S     SPA  C  E 

N 

EXT 

.MO  NTH   : 

♦ 

Visit  another  of  the  many        | 

la 

-cinatine 

floors  at 

Twenty 

\ 

irth   Wac 

■ier.     The 

luxiiri- 

ot 

s     Clul. 

Floors 

together 

Wl 

th     their 

private 

dinine 

rooms   and 

lounges 

will   he 

nt 

xt  in   this  series 

af  visits 

to 

Twent) 

North 

Waeker 

1) 

rive. 

-T  THE   CENTER  OF  CHICAGO   BUSINESS     •    THE   CIVIC   OPERA  BUILDIl 

20  NORTH  WACKER  DRIVI 


M I  * 


("IWonder") 


■7  :  (- 


Now  available  for  all  sales 
meetings  and  all  store  meetings 


I  In  the  perilous  l>usiiiess  of  selling, 
i  the  mistakes  ni;ule  by  most  sales 
j  people  are  due  to  their  inability  to 
I  see  themselves  as  others  see  them. 
j  Once  the  salesman  appreciates  his 
mistakes,  he  is  on  the  road  to  im- 
provement and  more  sales. 

Such  is  the  thinking  behind  the 
new  Jam  Handy  special,  "The  Face 


in    the    Mirror". 


Both    the    good 


and    bad    tilings    which    salesmen 


do  arc  dramatized  vividly.  Tlic 
Way  to  better  selling  methods  is 
clearly  described.  This  sparkling 
new  talking  picture  is  now  avail- 
able for  sales  meetings,  large  and 
small. 

Every  salesman  should  be  afford- 
ed the  opportunity  to  see  his  own 
"Face  in  the  Mirror".  Address 
any  of  the  Jam  Handy  service 
ofliccs  listed  below. 


Be    sure    your   Salesmen    see    this   inspiring   new   talking   picture! 


JAM  HANDY  Oa 


•am 


jatia/t 


Sales  Meetings   •   Slidefilms   •   Talking  Pictures   •   Convention  Playlets 


r^.  New  York    %  Hollywood  -k  Chicago 


•  Detroit 


•k  Dayton 


*  Boston         *  Wilmington         •  Cincinnat 


18  West  «th  Sir., 


iod  Boulevard  230  N    Michigan   Bou 


2900  East  Grand  Boulevard      702  Mutuol  Home  Building       25B   Park   Square   Building  922   Shipley   Street  921  Union  Trust  BuiMind 


rin-uijiyjniuwyiiji 


as 


IN     THIS     ISSUE:     SCREEN     ADVERTISING     IN     1940 
CARTOON    ANIMATION;    HEALTH    EDUCATION    &    FILMS 


1 


#  One  . . .  two  . . .  (He  lives  a  lifetime  in  that  mad  plunge  earth- 
ward) .  . .  nine  .  . .  ten*  — then  a  puff  of  white  in  the  sky  happily 
checks  his  rapid  descent .  .  . 

Such  experiences  prove  it's  not  the  orbit  of  the  second 
hand  that  measures  the  length  of  a  minute,  but  rather  it's  the 
intensity  of  interest  or  excitement  contained  therein. 

So  we  say  to  advertisers  and  agencies  just  this:  Take  one 
minute.  By  means  of  motion  pictures  fill  it  with  Sight,  Action, 
Color  and  Sound.  This  Minute  Movie  Minute  is  a  Big  Minute 
-big  enough  to  demonstrate  and  describe  your  product 
story,  big  enough  to  create  a  more  lasting  impression  because 
it  reaches  your  prospects  through  eye  and  ear  simultaneously. 

We'll  help  you  work  out  production  details  for  your  Minute 
Movies  and  book  them  as  part  of  the  regular  performance  in 
as  many  as  desired  of  8800  theaters,  located  from  coast  to 
coast.  Screening  cost  $3.00  per  thousand  people  reached. 
Write  today  for  facts  about  current  Minute  Movie  campaigns. 


Jjc  For  safety's  sake,  the  CAA  and  the 
U.  S.  Government  have  decreed  a 
parachute  jumper  should  count  to 
ten  before  pulling  the  cord. 


GENERAL     SCREEN     ADVERTISING,     INC. 


WRIGLEY    BUILDING 


CHICAGO,    ILLINOIS 


i 


No  More  Damaged  Film! 

MARK  UP  another  bull's-eye  for  Bell  &.  Howell 
engineering!  The  last  possibility  for  your 
valuable  business  films  to  be  torn  by  the  sprocket 
has  been  eliminated.  Instead  of  adding  annoying 
gadgets  in  an  attempt  to  protect  film  after  it  has 
jumped  the  sprocket  due  to  incorrect  threading 
or  because  of  previously  damaged  film  perfora- 
tions,Bell&Howell  engineers  have  gone  straight 
to  the  cause  of  most  film  damage  and  eliminated  it 
once  and  for  all.  That  is  exactly  what  the  new 
Safe-lock  Sprocket  does.  It  prevents  film  Jrom  be- 
ing incorrectly  threaded.  It  is  an  exceedingly  sim- 
ple device — easy  to  use.  To  thread  the  film,  the 
operator  simply  places  the  film  approximately  in 
place,  flips  the  Saje-lock  guard,  and  presto — the 
film  is  automatically,  perfectly,  and  safely  placed 
on  the  sprocket  and  locked  there.  It  can't  jump 
off  and  tear  itself  on  sprocket  teeth. 

FILMOSOUNDS  ALSO  EQUIPPED  WITH 
NEW   CONSTANT-TENSION   TAKE-UP 

The  new  B&H  self-compensating  constant-ten- 
sion take-up  is  another  improvement  now  incor- 
porated in  all  Filmosound  Projectors — another 
simple  but  effective  device  that  eliminates  take-up 
troubles  at  their  source.  Constant-tension  take-up 
automatically  maintains  the  proper  pull  regardless 
of  the  size  of  the  reel — regardless  of  the  amount 
of  film  on  it.  The  entire  length  of  film — long  or 
short — is  taken  up  smoothly  and  evenly. 


INCORRECT  THREADING 
OF  FILM  IS  POSITIVELY 
*  Pne^ue^ded  BY  NEW 
B  &  H  SAFE-LOCK  SPROCKET 


SEE  HOW  EASY  IT  IS  .  .  . 


^1 

1 
1 

Place  film  approximately  in 

place   on   the   new   Safe-lock 

Sp  rocket. 


Flip  guani  against  film,  and 

film  Jropi  into  place  and  is 

engaged  by  sprocket  teeth. 


Release  guard.  Film  is  securely 
locked  in  place.  It  cannot  jump 
ojf  sprocket — cannot  tear  itselj. 


PROJECTORS 


BETTER  Equipment ...  for 
Professional-quality  Pictures 
...  for  GREATER  SALES! 


Undisputedly  first  choice  among  the  na- 
tion's most  experienced  users  of  motion 
pictures  for  advertising  and  sales  promo- 
tion, Filmosound  Projectors  now  elimi- 
nate the  cause  of  damaged  film  and  em- 
barrassing interruptions,  make  operation 


even  simpler.  For  maximum  results,  it  is 
Filmosound  Projectors  — now  even  more 
than  ever  before.  Precision-built  by  the 
makers  of  Hollywood's  professional  movie 
equipment  —  Bell  &:  Howell  Co.,  Chicago; 
New  York;  Hollywood;  London.  Est.  1907. 


MAY   WE    SEND    YOU    THIS    BOOK 
WITH    OUR   COMPLIMENTS? 


Filmosound    "Commercial  '  Mail  Coupon  for ''Showmanship 


Choice  of  most  firms  which  use  sound  movies  for 
advertising  and  sales  promotion.  Provides  sound 
output  double  that  of  other  similarly  priced  pro- 
jectors, and  is  simplified  by  the  omission  of  features 
not  needed  for  commercial  use.  Can  be  put  into 
operation  in  less  than  three  minutes.  Gives  theater- 
like  ciarit)   itf  hi)th  sound  and  picture. 


PRECISION-MADE  BY 


BELL    &    HOWELL 


BELL  &  HOWELL  COMPANY 

1808  Larchmont  Avenue,  Chicago.  111. 

(  )  Send  36-page,  illustrated  booklet: 

Showmanship,  Today's  Formula  jor  Selling. 

(    )  Send  details  on  Filmosound  ■■Commercial,' 

Name Title. 

Company 

Address 

C''> 5/^'* BS.No    4  10  1 


Why  this  Sound  Projector 
is  a  Sensational  Success 


Check  these  AMPRO  features! 


•  NEW  sound  loop  synchronizer — Permits  perfect  synchroniza- 
tion of  picture  and  sound  by  the  exact  forming  of  sound 
loop.  Guesswork  is  eliminated.  Re-setting  of  sound  loop  ac- 
complished without  stopping  projector  when  loop  is  lost 
through  faulty  film  and  without  damage  to  the  film. 

•  EXTREME  quietness  of  operation — Runs  so  silently  that  no 
"blimp"  or  covering  case  is  required. 

•  EA.SE  of  operation — All  operating  controls  centralized  on 
one  illuminated  panel. 

•  MAXIMUM  film  protection — A  triple  claw  is  used  for  mov- 
ing film,  engaging  three  sprocket  holes  simultaneously.  Film 
with  two  adjacent  torn  holes  can  be  successfully  used. 
Ampro  patented  "kick-back"  movement  lifts  the  claws  from 
the  sprocket  holes  before  withdrawing,  eliminating  film 
wear.    Take-up  compensator  prevents  starting  strain. 

•  IMPROVED  sound  optical  system — The  light  from  the  ex- 
citer lamp  is  projected  directly  and  optically  onto  the  photo 
cell  without  the  losses  or  distortions  normally  encountered 
when  mirror,  prism,  or  mechanical  slit  is  used. 

•  IMPROVED  light  optical  system — In  perfect  alignment  at 
all  times,  pre-set  by  the  factory.  Projection  lamp  base  ad- 
justable so  that  filament  can  be  moved  manually  into  perfect 
alignment  with  optical  system.  The  Reflector  and  Condenser 
lenses  are  mounted  on  front  cover  for  quick  cleaning  with- 
out the  necessity  of  using  tools. 

•  1000  WATT  Illumination  provided— AMPROSOUND  Models 

"XA"  and  "YA"  are  approved  by  the  underwriter's  Labora- 
tories for  lOUU  Watt  lamps.  A  750  Watt  Lamp  is  normally 
furnished  as  standard  equipment  but  can  be  interchanged 
with  1000  Watt  Lamps. 

•  PERMANENTLY  attached  reel  arm.s— for  Quick- 
Set-Up —  Reel  arms  are  permanently  attached; 
merely  swivel  into  position  for  instant  use.  Accom- 
panying belts,  always  attached,  swing  directly  into 
position. 

•  iS.MOOTH  sound — Entirely  free  from  waver  and  dis- 
tortion due  to  its  finely  balanced  flywheel,  mounted 
on  airplane  type  grease  sealed  ball  bearings,  and 
Ampro's  patented  film  guides.  Curved  film  guides 
placed  before  and  after  the  sound  drum  and  sound  spocket 
prevent  the  film  from  flapping. 

•  IMPROVED  sound  drum  and  filter — Mounted  on  precision 
ball  bearings,  the  rotating  type  of  sound  drum  avoids  sliding 
action  between  the  drum  and  film — prolong  film  life  and 
maintains  high  quality  sound.  Curved  film  guides  before 
and  after  sound  drum  eliminates  weaving  and  "Belt  action." 

•  SIMPLIFIED  threading — Same  as  threatling  silent  projector, 
with  exception  that  film  also  loops  around  sound  drum, 
eliminating  looping  film  over  a  third  sprocket.  Film  guides 
assure  correct,  easy  threading. 

•  FA.ST  Automatic  rewind — 400  ft.  reel  rewinds  in  35  seconds 
— 1600  ft.  reel  in  75  seconds  without  damage  to  the  film. 
No  transferring  of  reels  or  belts. 

•  USES  Standard  lamps — Standard  prefocused  lamps,  up  to 
1000  Watts.   "Special"  high  priced  lamps  not  required. 


Leading  Industrial  firms  and  schools 
are  ordering  and  re-ordering  the 
new  AMPROSOUNDS  in  ever  in- 
creasing numbers.  Behind  this 
amazing  success  of  the  new  Ampro 
Sound  Models  "XA"  and  "YA"  lies 
a  story  of  numerous  superior  fea- 
tures that  have  set  new  standards 
of  performance  for  16mm.  sound- 
on-film   projection. 


A  M  P  R  0 


PRECISION    CINE    EQUIPMENT 

2839    N.  WESTERN    AVENUE 
CHICAGO,       ILLINOIS 


Also  a  Complete  Line  of 
Precision  Silent  Projectors 

Ampro  Silent  Projectors  have  been  long  famous 
for  their  brilliant  illumination  and  ease  of  op- 
eration. They  are  today  approved  equipment  in 
thousands  of  schools,  colleges  and  homes  all 
over  the  world.  Among  people  who  know 
Ifimm.  projectors — Ampro  is  recognized  as 
the  standard  of  quality.  Send  coupon  today 
for  catalog  giving  full  particulars  including 
the  complete  Ampro  line. 


Please    send    me    the    new     1<)-I0    .Vmpro    CulaliiK.      I     uni 
purlicularlj'     inierefited    in; 

n    New    .Vniprosoiind    Models    "XA"    an.l    "VV" 
;j    Aiii|'«"«      Kimm.     Silent     and     Converiiblt-     Ui     S.mn.l     I'r.i- 

je.lur~. 
_J    Ampro    Tri-Purpose    Public    AddrcH8    isyt«lcm. 

Same 

Addrett., „ .-. 

r.ity Slate RS-fi  Ml 

iai.  ____._  —  ..  —  —  . 


The  Simple  Secret  of  Success 
in  Cartoon  Animation  •  •  • 


''IDEAS-WELL  EXECUTED 


If 


If  you  want  proof  Ifial  Caravel 
Plans  gel  results,  cfieck  wiltr 


American  Can  Company 

American  Machine  and  Metals,  Inc. 

The  Bates  Manufacturing  Company 

Wallace  Barnes  Company 

Black  &  Decker  Manufacturing  Company 

Cadillac  Motors 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluelt,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Dictaphone  Corporation 

E.  I.  duPont  de  Nemours 

Eberhard  Faber  Pencil  Co. 

Ethyl  Gasoline  Corp. 

Godfrey  L.  Cabot,  Inc. 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Pepsi-Cola  Co. 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

The  Texas  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


IN  PRODUCING  successful  screen  advertisemenls— as 
indeed  in  producing  successful  business  films  of 
whatever  sort  — there  is  no  escaping  the  time-old  for- 
mula, "Ideas— Well  Executed." 

Evidence  of  Caravel's  skill  in  developing  money- 
making  ideas  may  be  witnessed  in  its  new  series  of 
Technicolor  Minute  Movies  featuring  on  behalf  of 
the  Pepsi-Cola  Company  the  miraculous  deeds  of  its 
two  policemen,  Pepsi  and  Pete.  Cartoon  drawings, 
animation.  Technicolor  photography,  optical  effects 
and  musical  scoring  entirely  by  Caravel— in  Caravel's 
own  studios. 

Ability  to  produce  films  of  high  technical  excel- 
lence is  important.  But  even  more  important  is  the 
skill  which  goes  into  the  preliminary  planning. 

As  a  result  of  wide  experience  in  creating  sales  pro- 
motion programs  of  many  different  types,  Caravel  is 
especially  equipped  to  advise  with  you  in  the  profit- 
able use  of  business  films.  For  the  coaching  of  a  far- 
flung  sales  or  dealer  organization ...  for  the  spurring 
of  indifferent  middlemen ...  for  the  educating  of  buy- 
ers with  respect  to  points  of  quahty  or  manufacturing 
techniques . . .  for  the  creating  of  improved  relations 
between  management  and  labor... for  the  stimulation 
of  consumer  buying . . . 

A  Caravel  Plan  is  more  than  a  motion  picture  or  a 
slide  film;  it  is  a  completely  rounded  program  which 
directly  leads  to  mcieased  sales.  Ask  our  clients. 


CARAVEL    FILMS 

INCORPORATED 
New  York  •730  Fifth  Avenue  •  Tel.  Circle  7-6112 


Number  Six 


1940 


rsi 


C^^TO®K]^OLB^§.[Lm 


COMMERCIAL     ANIMATED    CARTOONS    RECENTLY    COMPLETED    IN     OUR     STUDIOS 

FOR    THEATRICAL    DISTRIBUTION 


COMPANY 

Shell  Oil  Company,  Inc. 


PRODUCT 
Golden   Shell   Motor   Oil 


W.  K.  Kellogg  Company 


Lever  Brothers 


Kraft  Cheese  Company 


Miller's  Mutual  Flour  Association 
Westinghouse  Electric  &  Mfg.  Co. 
Ford  Motor  Co.  (Non-Theatrical) 


Rice  Krispies 


RlNSO 


Malted  Milk 


Flour 

Westinghouse  Minute  Movies 
Parts 


TITLE 

" Sqiiirt  III  Tune" 
"Cops  iiiid  Robbers" 

"Piston  Kodeo" 
"Time  Counts  ' 

"Cross  Country  Kun" 
"Endurance  ReLn" 

"The  Pantry  Purge" 
"Breakfast  Pals" 

Breakfast  Harmony 
"Sinking,  Sinking,  Sunk" 

"Let's  Come  Clean" 
"Grime  Does  Not  Pay" 
"Foiled  Again" 
"Meet  The  Champ" 

Week-End  Par  ' 
"Does  The  Shoe  Fit" 

Energy  Up-Batter  Up ' ' 
"Milk  With  Oomph" 

"He's  Champion  " 

(^Animated  Portions^ 

Keep  This  Under  Your  Hood' 


YOU  ARE  CORDIALLY  INVITED  TO  VIEW  OUR  RECENT  PRODUCTIONS  IN  THIS  SUCCESSFUL  ADVERTISING 

MEDIUM 


NEW  YORK  -   30  ROCKEFELLER  PLAZA 


STUDIO  -  BEVERLY  HILLS,  CALIFORNIA 


THEATRE   DISTRIBUTION 

Results  of  recent  distribution   surveys  are  available  to  clients  and  distribution  can  be  effected  through  our  facilities 

or  those  of  other  cxistini^  placement  companies. 


•  ThERK     is    ,M  STli'UBl.K    I'HIDK    ill 

the  news  of  recent  production  ac- 
tivities in  this  industry.  Tlie  only 
original  developments  within  re- 
cent years  in  the  art  of  the  motion 
picture  as  well  as  in  still  projection 
have  come  out  of  this  commercial 
field. 

Willi  the  tremendous  need  of 
HollywiKid  for  new  forms  of  en- 
tertainment and  audience  attrac- 
tions to  support  the  entertainment 
industry's  two  hillion  dollar  in- 
vestment in  theatres,  it  might  he 
logically  felt  that  inventive  genius 
would  hi'  well  served  in  this  field. 
Instead  it  has  remained  to  com- 
mercial |)roducers  to  present  the 
first  all  -  Technicolor  three  -  dimen- 
sional films  and  to  screen  for  the 
public  such  outstanding  reels  as 
Audio's  Symphony  in  F  (Ford  I 
and  such  fine  business  documen- 
taries as  the  Handy-produced  Rr- 
freshmenl  Through  the  Years 
(Coca-Cola)  and  the  many  new 
Wilding  productions  now  being 
screened  throughout  the  country. 

A  ISetr  Medium? 

♦  News  that  cunliiiuous  motion 
picture  projectors  may  soon  be 
placed  in  taverns  and  other  public 
places  either  for  coin  machine  or 
advertising  use  has  come  to  us 
from  Hollywood,  ('hicago  and  New 
York  sponsors.  This  new  equipment 
is  being  promoted  actively  by  at 
least  one  verv  prominent  national 
manufacturer  with  adequate  service 
facilities  and  hy  several  others. 

To  all  of  them  we  offer  this  word 
of  advice:  put  the  machines  into 
operation  for  a  reasonable  trial 
period  and  prove  public  acceptance 
before  you  seek  an  audience  with 
the  advertiser. 

Producing  '^Symphony  in  F" 

*  One  of  the  really  illuminating 
documents  of  the  industry  came 
to  us  the  other  day  in  this  letter 
from  A.  J.  Wilson  of  Audio  Produc- 
tions executive  staff,  telling  about 
the  ]>ainstaking  detail  and  down- 
right hard  work  experienced  in  the 
production  these  past  months  of  the 
new  Ford  sound  movie  for  New 
York    World's    Fair    showing    this 

This  Month:  Screen  advcrlisuui 
passes  in  rez'iew :  read  about  this  mitch 
discussed      medium      on     pages      l.S-21. 


u 


\ear.     If   \ou    ihiiik    the    |iroducer's 
lot  is  an  easy  one.  read  on: 

"In  19.'W  .\udio  produced  Rhap- 
sody in  Steel  for  the  Ford  Motor 
Company.  That  picture  was  ex- 
tremelv   successful    at    the   Centurv 


()t  Progress  in  Chicago  in  19-'^] 
and  we  are  hoping  that  Symphony 
in  F  will  be  even  better.  Mr.  Ed- 
win E.  Ludig  who  composed  the 
score  for  Rhapsorly  in  Steel  also 
composed  the  score  for  Symphony 


^lllllllllllllllillllllltlllilliiiliiillllllllllllltllllllllllllllllilllllilliiiiliiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiilliiiililiiMliitlllllMllliiiiiiiiiiiiiiiiiii^ 

■  BUSINESS          SCREEN  I 

I  VOLUME      TWO           •           1940           •           NUMBER      SIX  | 

i  Cover:    Tlif  Film  Itidn!<trt/:   Cnniern,  Juc.  | 

I        World's    Fair   Letter 10  | 

I        The  Film  in  War  and  Peace 13  | 

1        Screen  Advertising  and  the  Audience 1-5  i 

I        So  You  Want  to  Write  a  Scenario? 16  | 

I        Major  Markets  Under  the  Microscope 17  | 

1        Local  Dealers  Say  "Yes" 18  | 

I        Ad  Films  on  Foi-eign  Screens 19  | 

I        Animated  Cartoons  20  f 

i        Verses  from  "The  Dunciad" 22  § 

I        met3.\s—U:   The  Story  of  Nickel 23  | 

I        Health  Education  &  Films:  .4  Survey 25  | 

=  •   Business  Screen  Magazine,  issued  by  Business  Screen  Magazines,  Inc..  20  Noi-tti  1 

1  Wacker  Drive.    Chicago,  on  June  15.    194(1.     Editor,  O.  H.  Coelln,  Jr.  :  Associates,  = 

=  R.    C.    Danielson  :    Robert    Seymour.    Jr.      New    York    offices:    Chanin    Building.  = 

=  Phone   Murray  Hill   4-1054.    Acceptance   under  the  Act  of  June  5,   1934,  atlttiorizcd  ^ 

=  Febniary   20,    1939,      Issued    8    times   annually — plus    4    special    numbers    (not   cir-  = 

1  culated  in  the  business  field).     Subscription  S2.00  for  8  numbers.     Foreign:  S3. 00.  ^ 

=  50c   the   copy.      Publishers   are   not   responsible   for  the   return   of  unsolicited  m.s.  ^ 

=  unless    accompanied    by    stamped,    self-addressed    envelope.     Entire    contents    Copy-  s 

=  right,    1940.    by    Business   Screen    Magazines,    Inc,     Trademarit    Reg,    U,    S,    Patent  s 

=  Office,     Application  for  entry  as  second-class  matter  is  pending-  = 

f, I IIIIIIIIIIIIIIIII1IIIIIIIIIIIII iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiHiiiii^ 

The  production  story  of  the  neu'  Ford-        Coca-Cola's    •'Refreshment     Thromjh 

sponsored  World's  Fair  film"Symphony        the     Years"    is    reviezeed    on    paye  \i 

in  F"    told    in    this    issne    on    paye   Jl.        of     this     issue:     others     on     paye  31. 


NEWS  AND  COMMENT  OF  THE 


N      D      U      S     T     R     Y 


in  F.  .Mr,  Ludigs  choice  of  the 
title.  Symphony  in  F.  suggests  the 
manner  in  which  he  treated  his 
score.  The  key  of  F.  a  particularly 
joyful  and  melodic  one.  is  used  to 
create  the  theme  passage  upon 
which  the  symphony  is  built.  This 
theme  recurs  in  the  score  with  vari- 
ations and  movements  branching 
off  as  the  picturization  moves  into 
many  fields.  But  each  time  the 
"Theme  in  F"  is  heard,  we  always 
find  ourselves  observing  on  the 
screen  the  Ford  idea  as  the  con- 
structive and  impelling  force  to- 
wards progress  and  prosperity. 

"On  the  production  side,  we  used 
two  complete  Technicolor  crews  for 
a  period  of  two  months.  Part  of 
this  was  due  to  the  fact  that  the 
picture  contains  a  considerable 
amount  of  stop  motion  photogra- 
phy. As  you  know,  stop  motion 
photography  is  produced  by  photo- 
graphing one  frame  at  a  time  and 
moving  various  parts  and  objects 
just  enough  so  that  when  the  pic- 
ture is  projected  at  the  rate  of 
twenty-four  frames  per  second,  the 
(Please  turn  to  Page  31) 

PnPonI  (Finishes  Division)  is  the 
sponsor  of  another  recent  picture 
zehich    is   discussed    on    page    31,    too. 


WW 

1 

^           ■ 

Ma 

* 

.f     •  r            ; 

Number  Six     •     1910 


[7] 


''FOR  THE  MOVIES  AND  SLIDEFILMS  WE  PRODUCE 

WE  RECOMMEND 


Scene  from  the  talking  slidefilm  AUcr  the  Sale  Is  Over  produced 
recently  by  Brobuck,  Inc.,  for  the  Central  Service  Division  of  the 
Chrysler  Corporation.  It  is  shown  here  on  the  Da-Lite  Challenger 
Screen — the  only  screen  with  square  tubing  in  the  tripod  and  exten- 
sion support  to  hold  the  case  aligned.  12  sizes  from  30x40  in.  to 
70x94  in.  inclusive,  from  $12.50  up.  Prices  slightly  higher  on 
Pacific  Coast. 


OTHER     RECENT     BROBUCK     PRODUCTIONS 
ALSO     SHOWN     ON     DA-LITE     SCREENS: 

•  "ItuilfUng  a  Bigger  Business  for  Greater  Profits'"' 

— for    The    Firestone    Tire    and    Rubber    Co. 

•  '^^Sales   Managing   Your  Sales  Force'* 

— for  ilic  OldHniobilc  I)iv.  of  General  Motors  SaleH  Cnr|i. 


•  ^'IT'e've  Found  a  Better   Way*' 


— for   the   Kelv 


of  Nash-Kelvinutor  Corp. 


'*/!  Loan    Well  Made  Is  a  Loan   Half  Collected" 

for    Household    Fiminre    Corp. 


"Happy  Heat'* 

— for   Deico   Heater   Div.    of  Gei 


al  Motors  Sales  Corp. 


DwrE 


(Reg.    U.    S.    Pat.    Off.) 

THE  SCREEN  OF  KNOWN  SUPERIORITY' 


QeoA.<fe.  &ioAcft 


PRESIDENT 


RO  B/U(2  K 


N    C   O    R 


''  UAjm^atlmUi 


15  EAST  BETH  UN  E  AVENUE    •    DETROIT    •    MICHIGAN 


"\^  e  feel  thai  a  sponsor  who  spenils  llioiisaiids  of  dollars  for  a 
movie  or  slitle-film  doesn't  want  its  effectiveness  impaired  by 
poor  screening.  If  he  gels  poor  screening,  it  will  invariably  be 
attributed  to  our  photography,  or  camera  work.  So  we  have 
foinid  it  good  business  to  recommend  only  a  screen  of  known 
superiority. 

The  simple,  sturdy  construction  of  Da-Lite  screens  insures  free- 
dom from  grief  because  they  stand  up  under  constant  handling, 
transporting,  and  use,  particularly  by  salesmen. 

"Our  nine  salesmen  carry  Da-Lite  screens  and  use  them  in  their 
daily  work;  yet,  we  never  have  had  to  replace  or  repair  one,  or 
even  experienced  any  grief.  Also,  of  the  hundreds  of  Da-Lite 
screens  we  have  sold  to  our  clients,  we  have  never  heard  of  or 
received  a  complaint.  Obviously,  we  will  continue  to  prefer  and 
recommend  only  Da-Lite  screens." 

BROBUCK.  Inc. 

George   Brosch,   President 

This  staleinenl  by  Mr.  Broscli  is  lypical  of  many  enthusiastic  reports  from 
users  of  Da-Lite  Screens.  It  indicates  the  superior  projection  and  ni<>re 
dependable  ser\'ice  which  yon  also  can  obtain  with  I)a-I.ite  e(|iiipinent. 
There  are  surfaces,  styles  and  sizes  to  meet  every  re(|nirenient.  Send  the 
coupon    now    for   the   48-pase    Ua-Lile   Screen   data   bo4>k. 

fKl^  DAI  A  BOOK 


DA-LITE    SCREENS 

-?/^M/  Ck^mce  ofULeadutf  'PAocUece^ts-,  VlOtU^^etin^ 


Mail    Coupon    Today! 

DA-LITE    SCREEN 

COMPANY.    Inc. 

Dept.  6-B  2723   N 

Crawford,  Chicag 

o. 

III.   1 

Soml    Mnir    48 

pnae    screen    dala 

b 

lok      1 

willioiil   losi  or  ( 

bli;;i)li4>n. 

Firm  ISanie ■ 

Address 1 

■  ■ 

__  J 

[8] 


Business  Screen 


MANAGEMENT 

detcrmtncs  trie  success  of 

a  nation-wide 

Manufacturer- Dealer 

Cooperative  Movie   1  rogram 

Here  at  UNITED  for  more  than  seven  years  we  have 
been  successfully  managing  dealer  cooperative  movie 
programs  for  manufacturers.  If  you  are  considering 
such  a  program,  it  will  pay  you  to  come  where  they 
know  how  .  . .  where  they  have  been  doing  it  for  years. 

UNITED  handles  your  program  from  script  to  screen 
.  .  .  Merchandises  your  program  to  your  dealer  organi- 
zation through  the  services  of  the  Association  of  Ad- 
vertising Film  Companies  .  .  .  Several  hundred  field 
salesmen  to  sell  the  program  to  your  dealers  under 
your  own  policies  .  .  .  Almost  ii,ooo  theatres  in  the 
United  States  under  regular  contract  and  available  to 
^       your  dealers  for  the  screening  of  your  films. 

For  consultation,  suggestion;,  and  full  details 

UNITED  FILM  AD 
SERVICE,  INC. 

CREATORS-PRODUCERS-MANAGERS 

Kansas    City,  Mo. 


7-PHILCOs    iHufch.n. 
Advertising    Company 
<"c.)   Cooperat.ve  Pro- 
gram  for   Its  dealer: 


^ 

•"i! 


Member    of    Associa- 
tion    of     Advertising 
Film    Companies. 

Disti-ibiitor  for  Gen- 
eral Screen  Advertis- 
ing.Inc. .Chicago,  and 
Screen  Broadcast  Cor- 
poration.  New   Yor/(. 


Number  Six 


1940 


[9] 


May  HO.  I'Ull 
•  Last  si.ndav.  I  ivoiil  out  lo 
Fhisliiiig  Meadows  to  see  what 
changes  had  taken  place  in  Mr. 
Gibson's  Fair  of  1940.  For  the  past 
weeks  it  had  appeared  that  Mr. 
Jupe  Pluvius  was  settling  down  to 
the  status  of  a  permanent  exhibit. 
In  view  of  this  constant  inclement 
weather,  however,  it  would  seem 
that  the  attendance  has  not  been 
too  bad;  to  date  (17th  day),  the 
attendance  has  been  over  1 .300.000 : 
last  year  at  this  time  it  was 
1,600.000.  With  brighter  weather 
admissions  should  pick  up  con- 
siderably in  the  next  month. 

The  Chrysler  Theatre  was  the  first 
stop  on  my  tour.  They  have  the 
much  heralded  new  Stereoscopic 
Technicolor  film  depicting  the 
building  of  a  Plymouth  in  stop-mo- 
tion. Aptly  titled.  Neiv  Dimen- 
sions, it  is  a  worthy  successor  to 
last  year's  smash  hit.  in  fact,  it  was 
one  of  the  very  few  places  in  the 
Fair  Grounds  on  this  drizzly  day 
where  I  saw  anyone  waiting  in  line. 
The  new  Chrysler  picture  is  pretty 
much  the  same  as  last  year's  attrac- 
tion except  that  it  is  in  color.  You 
still  hear  the  bowls  of  delight  when 
a  cam  shaft  seems  to  hit  you  in  the 
eye. 

Across  the  street,  the  Ford  ex- 
hibit has  a  new  theatre  featuring  a 
ballet,  a  clever  fashion  show,  and 
the  beautiful  new  Technicolor 
movie.  Symphony  in  F.  The  Ford 
Exhibit  seemed  to  lack  an  entertain- 
ment quality  last  year,  that  one 
quality  which  prevents  Elmer  from 
wandering  tbrough  an  exhibit  in 
five  minutes  flat.  The  new  theatre 
should  solve  the  problem;  the  mo- 
tion picture  seems  to  tie-up  the  mes- 
sage of  the  whole  exhibit  into  a 
concrete  theme.  I  know  that  in  my 
case  it  had  that  effect ;  I  went  back 
to  see  some  of  the  other  features  of 
the  exhibit  that  I  had  hurried  over 
before. 

There  was  a  rumor  several  weeks 
ago  that  both  Westinghouse  and 
DuPont  would  be  represented  with 
films  this  year.  I  found  none  at 
either  place.  Two  of  the  guides  at 
the  Westinghouse  Exhibit  told  me 
that  there  just  was  not  enough  room 
for  a  film  theatre.  I  .should  think 
an  ideal  place  would  be  the  little 
theatre  where  the  Battle  of  House- 
wives takes  place.    The  film  might 


Editor's  Note:  Since  the  above 
was  written,  word  has  reached  the 
editorial  offices  of  Business  Screen 
that  specially  prepared  animated 
subjects  based  on  the  Westinghouse 
ultra-violet  lamp  are  ready  for 
showin/i  at  the  Company's  New 
York  Fair  exhibit.  A  review  «/ 
these  will  be  contained  in  our 
forthcoming  Fair  Survey  pages. 


RIJ'S  FillR  LETTER 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiih 

This  year's  edition  of  the  Neiv  )  ork  W  orld's  Fair  presents  another 
outstanding  illu.slrution  of  the  teide  and  varied  uses  for  the  busi- 
ness film.  Here  Business  Screen's  Eastern  editor  tells  about  them. 


be  shown  between  each  demonstra- 
tion. DnPont  guides  told  me  that 
there  had  been  some  talk  of  using  a 
movie  in  the  hall  at  the  end  of  the 
circular  chemistry  exhibit,  but  that 
is  just  a  rumor. 

Petroleum  is  back  again  with  an- 
other puppet  picture.  It  seemed  but 
little  different  from  the  1939  film. 

Men  Make  Steel  is  being  shown 
in  a  small  theatre  on  the  second 
floor  of  the  U.  S.  Steel  Exhibit.  This 
Technicolor   picture  is  well   known 


and  needs  no  additional  praise.  I 
did  think,  however,  that  a  newer 
print  might  have  been  used.  At  the 
showing  I  witnessed,  the  film  was 
badly  scratched. 

Coca-Cola  has  taken  over  an  en- 
lire  building  this  year  and  is  show- 
ing Refreshment  Through  the  Years, 
the  new  Technicolor  film  which 
shows  the  part  Coca-Cola  plays  in 
American  Industry.  I  thought  it 
was  a  fine  clean-cut  presentation. 
Continuous    showings    might    be    a 


Exterior     aud     interior     zneivs     of     the     U.     S.     Steel     exhibit     and     theatre. 

Steel's  New  York  Fair  Theatre 

IIIIIMIIfllllllllllllMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMIIMIIMIIMIIllllMIIMIIIIIIIIIIIIlltlllllllllllllllllllllMIIMIItllirilllllltlinrillMIIIMItnilMnMIIIMIinilMIIMnrinUIIIIIIIIMIIIM 


♦  An  air-conditioned  moving  pic- 
ture theatre  has  been  added  to  the 
United  States  Steel  Subsidiaries  Ex- 
hibit at  the  New  York  World's  Fair 
in  order  to  make  possible  the  pre- 
sentation of  the  technicolor  movie. 
Men  Make  Steel. 

Men  Make  Steel  was  filmed  by  a 
Hollywood  crew.  The  equipment, 
direction  and  technique  are  the 
same  as  are  used  in  making  a  Holly- 
wood feature  production.  the 
actors,  however,  are  the  men  who 
make  steel  and  the  scenes  are  scenes 
of  actual  operations  photographed 
at  the  ore  mines  and  inside  the  great 
mills  where  steel  is  made  and  rolled 
into  finished  forms.  The  picture,  in 
a{ldili()n  to  telling  a  story  of  steel- 
making,  presents  .scenes  of  extraor- 
dinary beauty  as  the  technicolor 
camera  records  the  brilliant  colors 


peculiar  to  flashing,  molten  metal. 
The  narrative  accompanying  Men 
Make  Steel  is  presented  by  Edwin 
C.  Hill,  and  the  musical  score, 
especially  prepared  for  the  picture, 
was  recorded  under  the  direction  of 
Robert  Armbnister. 

Along  with  the  moving  picture 
theatre  on  the  second  floor  of  the 
exhibit  are  a  series  of  dioramas 
forecasting  how  steel  may  serve  in 
the  future.  These  dioramas  include  a 
forecast  of  possible  future  develop- 
ments in  pre-fabricaled  steel  hous- 
ing; an  imaginative  representation 
of  a  hydrophonic  tomato  farm, 
where  all  activities  from  irrigation 
lo  reaping  are  controlled  by  radio: 
and  a  working  model  for  the  (!ily 
of  the  Future,  where  all  traffic  runs 
smoothly  when  regulated  by  central 
grouping. 


V  P 

*'! 

good  idea:  there  was  a  long  wait 
between  performances  Sunday  and 
some  people  left  the  theatre  rather 
than  wait. 

The  feature  allraction  in  the  Food 
Building  is  National  Biscuits 
Mickey's  Surprise  Party.  and 
Around  the  Clock  with  the  Cues. 
These  are  hold-overs  from  last  year, 
and  I  am  told  they  will  be  shown 
again  throughout  the  season.  At  the 
session  I  attended  the  hou.se  was 
just  as  full  of  happy,  shrieking  kids 
as  ever. 

The  Story  of  Lucky  Strike  is 
again  on  view  for  American 
Toliacco.  I  was  told  that  there  were 
plans  afoot  to  bring  in  a  new  film 
shortly. 

The  MacFadden  Theatre  of  1939 
has  been  taken  over  by  Household 
Finance  who  again  have  Edgar 
Guest. 

Coty  has  a  new  Kodachrome. 
Living  Color,  which  should  be  a  de- 
lightful surprise  to  doubters  of  that 
process.  If  the  projectionist  would 
focus  the  film  and  turn  down  the 
speaker  just  a  little  it  would  hel|i. 
The  feature  of  the  film  is  the  beau- 
tiful optical  work,  showing  the 
blending  of  face  powder  and  rouge 
and  the  remarkable  color  accuracy 
attained. 

Johns-Manville.  who  displayed 
pictures  in  large  quantities  last 
year,  have  turned  over  their  theatre 
lo  Vi  MCA  for  broadcasts  emanating 
from  the  Fair  Grounds.  Frankly, 
considering  last  year's  films  at  this 
exhibit.  I  think  it  was  a  wise  move. 
Motion  pictures  at  an  exposition 
such  as  this  must  keep  the  holiday 
spirit  to  some  extent:  they  must  be 
colorful  and  dramatic.  The  ordi- 
nary expository  film  simply  will 
not  do. 

The  value  of  good  colorful  and 
dramatic  pictures  has  been  borne 
out  by  the  major  exhibitors  who 
are  u.sing  them  this  year  lo  a  much 
greater  extent  than  last  year. 
\\  hereas  two  of  last  year's  major 
exhibitors  have  drojiped  the  motion 
picture  media  (MacFadden  and 
.lohns-Manville I.  three  new  theatres 
have  been  built  (Ford,  Steel,  and 
Coca-Cola).  And  where  last  year 
only  three  of  the  majors  used  color, 
this  year  there  are  eight.  It  all 
seems  to  bear  out  the  premi.se  we 
discovered  last  year:  the  job  of 
the  motion  picture  is  to  attract  the 
largest  possible  percentage  of  visi- 
tors attending  the  Fair,  and  then  to 
hold  their  attentive  interest  for  the 
longest  possible  time.  Using  ordi- 
nary expository  pictures  with  no 
particular  "sock  ",  Elmer  will  walk 
out  in  a  hurry,  but  with  especially 
desigtu'd  colorful  films  his  attentive 
interest  can  be  attracted  and  held 
with  a  surety.  — Bob  .Seymour. 


[10] 


Business  Screen 


PROBLEMS    IN    SHOWMANSHIP 

"...  o-/  Moe-i  .  .  .  fine/  d/ii/t.i  .  .  .  an</  Sea/hi^ 
war.  .  .  .  au(/  caMia/7e-i  .  .  .  an</  /(hia-i  ..." 

An  oil  company  wishes  to  screen  a  story  that  will  present  a  new 
sales  promotion  plan  to  service  station  operators  ...  a  transconti- 
nental airline  wants  a  picture  to  portray  the  pleasure  and  security 
of  air  travel  ...  a  steamship  company  needs  a  film  to  promote 
trans-Pacific  freight  business  ...  a  builder  of  agricultural  machinery 
asks  for  a  picture  to  sell  and  entertain  farmers  ...  a  motor  car 
manufacturer  wishes  to  sponsor  a  picture  with  a  patriotic  appeal 
...  a  tire  company  asks  for  a  film  to  introduce  a  new  tire  for  farm 
tractors  ...  a  storage  battery  manufacturer  finds  need  for  a  picture 
that  will  show  retail  outlets  how  best  to  sell  the  product  .  .  .  one 
of  the  world's  largest  canners  wishes  to  have  a  picture  covering 
the  history  of  food  preservation  ...  an  electrical  appliance  manu- 
facturer asks  for  a  production  to  entertain  large  groups  of  house- 
wives, and  stimulate  sales  ...  a  company  specializing  in  baby  foods 
would  build  good  will  among  physicians  through  a  picture  stressing 
the  need  for  periodic  physical  examinations   for  children. 


For  each  of  titese.  If  ildin^u  created  a  soiiml  iiuttioii 
picture,  which  accomplislieil  the  desired  result 
to    the   complete  satisfaction    of    the   sponsor. 


THE  TRUE  MEASURE  OF  WHAT  \\  E  CAN  DO  IS  FOUND  IN  WHAT  WE  HAVE  DONE 


Wilding  Picture  Productions,  Inc. 


Catering  to  a  select  clientele 
who  demand  distinctive 
and  outstanding  Sound 
Motion  Picture  Productions 
for  Commercial  Application. 

ICACO        •        II    O 


L    Y     W    O    O 


Number  Six     •     1940 


[11] 


'^^Hf^ 


What 

Audience  do 

you  want  for  your 

industrial  film? 

. . .  and  what 
Markets? 


^ 


^'^'/c/ 


/•e 


f7  0 


^ 

^ 
^ 


Here  are  some  case  histories  of   MODERN'S    distributive  selectivity: 


For  one  client,  distribution  only  has  value  when  shows  are  staged  before 
adult  women's  audiences  within  a  close  |)roximitv  of  one  of  their  outlets. 
IMODERI\  olitaine<l  a  better  than  specified  average  attendance  and  staged 
2865  shows  In  specified  quantities  per  month  per  territory  over  a  period 
of  three  years. 

This  cHent  just  released  a  new  picture  —  again  relying  on  MIIDERK. 

Another  client  sells  mainly  to  men,  and  restricted  his  showing  to  67  selected 
areas  from  coast  to  coast. 

IVIODERM  controlled  activity  to  specifications  and  has  staged  5522  show- 
ings to  men's  groups  only. 
This  program  is  still  in  circulation. 

Still  another  regular  client  brings  out  yearly  models  and  felt  that  sales  could 
be  increased  by  showing  his  picture  to  every  dealer's  salesmen  in  the  United 
States  in  a  series  of  key  city  meetings,  the  entire  series  to  start  and  finish 
within  a  two  day  period. 

IMIinERN  supplied  projection  service  at  every  point  timed  with  the  client's 
schedule  an<l  for  the  seventh  year  straight  scored  a  successful  performance 
for  the  client. 

IFIiat  IS  your  problem  y  The  above  are  but  3  out  of  dozens  of  satisfied  clients. 
Modern  Talking  Picture  Service  can  help  you.  Telephone  Circle  6-0910 
or  write  to: 


I 


9 


MODERN    TALKII\G    PICTURE    SERVICE,    IIVC. 


9  Rockefeller  Plaza,  New  York,  N.  Y. 


[12] 


Business  Screen 


3?aiL: 


a 


Ii^a®S^^lL  ©HIFHS^iH 


•k  We  can  take  the  text  of  our 
recent  lesson  in  international  af- 
fairs from  the  easy-going  ways  of 
the  old  saying,  "live  and  learn" 
which  must  certainly  be  revised  in 
the  light  of  events  to  leant — and 
live.  Not  only  do  we  need  to  learn 
about  democratic  institutions,  we 
need   to   work  at  them. 

Faith,  blind  and  unswerving  in 
the  wrong  as  in  the  right,  has  ap- 
parently won  great  battles  for  the 
forces  of  totalitarianism.  It  must 
be  girded  to  win  even  greater  bat- 
tles for  reaffirmation  of  our  na- 
tional unitv.  For  indifference  and 
disagreement  we  must  substitute  a 
thorough  knowledge  of  our  affairs 
and  a  common  belief  in  the  essen- 
tial   truths   regarding   them. 

Propaganda  for  the  Right 

These  are  theoretically  goals  to 
be  achieved  by  a  program  of  pub- 
lic education.  There  are  important 
direct  objectives,  however,  which 
need  to  be  examined  and  pursued 
for  their  immediate  benefits.  These, 
together  with  the  agencies  avail- 
able for  achieving  them  are  worthy 
of  the  attention  of  both  govern- 
ment and  business  agencies.  Of 
these  agencies  we  are  principally 
concerned  with  the  efficiency  and 
depth   of   film   propaganda. 

The  word  "propaganda"  has 
horrid  implications  to  the  "angle- 
conscious"  American  mind.  But  it 
has  as  much  meaning  for  the  dis- 
semination of  truth  as  it  has  for  the 
half-truths  and  distortions  with 
which  it  is  so  often  associated.  We 
need  a  new  term  and  very  prob- 
ably it  is  "public  education."  Thus 
we  examine  films  for  public  educa- 
tion and  those  intended  for  specific 
problems  dealing  with  personnel 
and     defense     training     as     we 

Film  Programs  .\broad 

From  Germany  comes  the  au- 
thoritative report  of  one  observer 
who  brought  to  Business  Screen 
the  facts  concerning  government 
films  alloted  a  regular  portion  ot 
the     screen     programs     in     ever\ 


theatre  in  the  land  for  the  past 
several  years.  In  Germany,  too. 
visual  education  in  the  schools  has 
reached  the  greatest  perfection  and 
that  nation  is  far  ahead  of  the 
rest  of  the  world  in  the  use  of 
scientific  and  educational  films. 
Government  films  are  under  the 
direct  supervision  of  the  Nazis  and 
both  photography  and  sound  are  of 
the  finest  quality.  No  expense  is 
spared  to  produce  films  designed 
to  inculcate  national  pride,  as  wit- 
ness the  thousands  of  feet  exposed 
in  the  filming  of  the  last  Olym- 
pic Games  and  the  frequent 
production  of  semi-official  feature 
subjects  for  showing  in  Germany 
and  abroad.  The  government's 
most  recent  "contribution"  was  the 
filming  of  the  invasion  of  Poland 
and.  later,  of  Norway.  These 
graphic  subjects  have  been  shown 
in  the  Balkans  and  elsewhere  and 
are  said  to  have  been  effective  in 
paralyzing  Norwegian  resistance  in 
the  early  stages  of  that  invasion.  A 
good  percentage  of  newsreel  foot- 
age given  to  American  concerns 
was  taken  by  official  German 
staff  photographers. 

What  Can  We  Learn? 
In  England,  as  in  Germany,  the 
motion  picture  has  been  a  most  val- 
uable addition  to  the  government's 
information  agencies.  England's 
contributions  were  sociological  and 
self-critical  until  the  actual  period 
of  the  war,  however,  and  not  until 
after  the  declaration  were  produc- 


tions begun  for  strictly  progaganda 
])urposes.  Of  these,  we  saw  The 
Lion  Has  Wings,  an  ambitious  fea- 
ture production  based  on  Royal  Air 
Force  activities.  Squadron  992,  a 
film  of  the  Balloon  Barrage,  was 
not  shown  here.  France,  mean- 
while, had  an  imposing  list  of 
thirty  propaganda  films,  all  of 
which  were  |)roduced  after  the  be- 
ginning of  hostilities. 

These  came  too  late.  England 
and  France  afford  simple  lessons 
of  great  importance  to  all  of  us. 
We  won't  need  war  propaganda  if 
we  sell  America  to  those  who  en- 
joy its  blessings  now.  We  won't 
have  any  use  for  anti-anything  if 
we  speak  for  a  pro-.\merica  and 
for  all  that  America  means  today — 
now.  Such  films  will  be  shown 
without  government  order  in  every 
theatre  in  the  land  and  cheered  by 
those  who  see  them. 

They  need  not  be  produced  by 
government  propaganda  agencies 
and  then  they  will  not  fall  into  the 
classification  of  political  propa- 
gandists which  was  the  charge  made 
of  the  recent  United  States  F'ilm 
Service  after  its  production  of 
supposedly  pro-New  Deal  pictures. 
They  will  take  their  inspiration 
from  the  greatness  of  industry  and 
of  industrial  achievement.  They 
will  tell  the  youth  of  America  that 
we  were  the  first  to  conquer  the  air 
for  free  men  and  the  strongest  to 
oppose  those  who  would  use  it 
solely    for    unprincipled    conquest. 


The  practical  business  of  devel- 
oping a  strong  national  defense 
force  and  the  training  of  thousands 
of  new  recruits  will  be  considerably 
aided  by  the  use  of  technical  and 
training  films.  Every  operation  of 
modern  mechanized  equipment, 
every  maneuver  of  modern  aircraft 
and  naval  units  can  be  picturized 
and  drilled  into  the  minds  of  those 
who  must  aid  in  this  program  far 
better  than  it  can  ever  be  accom- 
plished short  of  the  actual  experi- 
ence which  comes  only  as  a  final 
stage  in  the  training  routine. 

\^'e  must  learn  to  accept  these 
"tools"  and  to  use  them  to  their 
utmost.  No  traditions  must  stand 
in  the  way  of  the  employment  of 
such  films  industrially.  The  film 
has  shown  its  possibilities  as  a 
mass  •  production  training  instru- 
ment. It  is  capable  of  driving  home 
intricate  mechanical  details  just  as 
well  as  political  idealogy  and  we 
are  far  better  equipped  with  pro- 
duction facilities  and  distribution 
facilities  to  make  the  job  succeed. 

These,  then,  are  a  few  of  the 
practical  aspects  of  the  situation. 
\^  hat  method  of  organization  can 
bring   these  into  effect? 

\^"hat  Are  Specific  Tasks? 

Business  Screen  advocates  the 
formation  of  a  non-political  citi- 
zens group  for  the  organization  of 
a  national  film  program.  We  do 
not  advocate  the  dominance  of  such 
a  group  by  industrialists  but  in- 
sist on  their  presence  on  it;  neither 
do  we  exclude  government  officials, 
educators  and  representatives  of 
both  commercial  and  entertainment 
film  industries. 

There  is  a  real  need  for  the  em- 
ployment of  every  weapon  of  pub- 
lic education  that  we  have  at  our 
command.  \^e  have  the  greatest 
knowledge  of  the  film  medium  in 
the  world  and  the  most  sizeable 
industry.  Let  us  use  it  now — not 
for  the  purpose  of  selling  out  our 
public  sympathies  for  the  produc- 
tion of  "anti"  propaganda  but  for 
tlie  task  of  uniting  .\merica. 


Coca-Cola      Produces 
Refreshment     Film 

♦  Man's  constant  search  for  re- 
freshment is  the  theme  of  the  Tech- 
nicolor motion  picture.  Refresh- 
ineiit  Through  the  Years. 

The  story,  dealing  with  the  ro- 
mance and  growth  of  the  carbo- 
nated beverage  industry,  begins  in 
the  early  days  when  natural  springs 
of  carbonated  water  were  places 
that  only  people  of  wealth  could 
visit. 

It  was  Joseph  Priestly  who  made 
carbonated  water  available  to 
everyone,  according  to  the  picture, 
by  discovering  how  to  make  it  in 
liis  laboratory  about  the  year  1767. 
Later,  Townsend  Speakman,  of  Phi- 
ladelphia, hit  upon  the  idea  of 
flavoring  carbonated  water  to  pro- 
duce what  |)eople  began  to  call 
"'.soda  water." 

Some  of  the  most  interesting 
scenes  in  the  picture  are  those 
showing  how  the  old-time  bottling 
plants  were  operated  at  the  begin- 
ning of  the  present  century.  To 
make  these  scenes,  an  old-time 
plant,  with  its  foot-power  ma- 
chinery, was  .set  up  in  a  studio 
on  the  United  Artists  lot  in  Holly- 
wood, where  the  Jam  Handy  Or- 
ganization has  its  coast  production 
headquarters. 

Then  the  problem  developed  — 
how  could  this  forty  year  old  equip- 
ment be  operated?  Property  men 
and  technicians  were  stumped. 
They  found  that  a  man  now  living 
in  Los  Angeles,  and  identified  with 
the  Coca-Cola  bottling  business, 
once  ran  a  set  of  this  old-time  ma- 
chinery  in  his   youth   in   Alabama. 


A    MOVIE-CONSCIOUS    PUBLIC 
DEMANDS  PROFESSIONAL  QUALITY 

%W /"K  MAVK  said  il  often  an<l  we  repeal  it  now:  llii'rf  ran 
he  no  roll! promise  of  ihealriral  (junlity  proiluelion 
.sl<inil<ir<l.i  for  the  sponsor  who  iiiins  lo  reatli  any  portion 
of  the  puhlic  with  motion  pictures.  The  8.1,000,000 
Americans  who  patronize  ihe  17,000  theatres  in  this 
land  of  ours  each  week  have  been  echieated  lo  standards 
of  proihielion  quality  and  te<dinioal  exeellenee  far  e\- 
eeedinjj  any  period  in  our  past  history. 

All  of  the  equipment  an<l  personnel  capable  of  lurii- 
in-;  out  the  masterpieces  of  einematie  art  wliieh  we  have 
recently  seen  in  our  local  theatres  can  be  duplicate<l  in 
the  coniniereial  production  field.  Recent  successes  in 
color  and  lliird-diniensional  production  show  that  the 
commercial  producer  is  going  even  farther  in  inventive 
originality  than  is  now  possible  in  the  theatrical  field. 
The  art  of  films  with  a  purpose  requires  both  creative 
skill  and  sound  business  knowledge  but  it  must  not  be 
cheapened  by  a  reduction  of  final  production  quality 
through  price  bargaining  or  semi-amateur  production 
with  inferior  equipment. 

Holly woo<l  has  shown  us  Ihe  way  with  great  pictures; 
it  has  also  shown  us  the  road  to  box-office  failure  through 
the  cheapening  of  its  product.  INo  one  compares  the 
lavish  butlgets  of  super-spectacles  with  the  far  more 
modest  expenditures  available  for  commercial  films  but 
the  audiences  are  often  the  same.  There  are  millions  of 
them  awaiting  educational,  informative  and  entertaining 
reels  but  they  will  all  insist  that  such  pictures  meet  the 
standards  to  which  ihey  have  become  accustomed.  Their 
nundiers  and  interest  are  worth  this  miMimum  re(|uire- 
nient  without  mentioning  the  fact  that  your  product's 
position  and  superiority  are  also  being  judged. 

O.  H.  C. 


His  assistance  was  sought  and  he 
became  a  '"producer"  for  a  day. 

Contrasting  with  the  crudity  of 
the  old-fashioned  bottling  methods, 
are  modern  scenes  detailing  the 
scrupulous  care  with  which  every 
detail  of  modern  manufacture  of 
svrup  and  the  modern  bottling  of 
carbonated  beverage  is  carried  out. 

Hefreshment  Through  ihe  }  ears. 
also  provides  glimpses  of  other  in- 
dustries that  are  closely  related, 
such  as  the  making  of  bottles,  the 
manufacture  of  crowns  for  bottles, 
the  harvesting  of  sugar,  as  well  as 
scenes  made  in  steel  mills  and 
other  plants  which  supply  mate- 
rials for  the  carbonated  beverage 
industry.  Produced  entirely  in 
Technicolor  by  the  Jam  Handy 
Organization.  Refreshment  TItrough 
the  Years  is  available  from  local 
(!oca-Cola  bottlers  for  showings  at 
clubs,    schools    and    other    groups. 

Camel's  Theater  Ads 

♦  Four  minute  movies,  produced 
in  Technicolor  for  Camel  (Cigar- 
ettes bv  \^  est  Coast  Sound  Studios. 
Inc..  of  New  York  City,  super- 
vised by  \^illiani  Esty  .Agency, 
and  distributed  through  Screen 
Broadcasts  and  General  Screen 
Advertising,  have  been  the  basis 
for  an  advertising  campaign  run- 
ning nationally  from  coast  to  coast. 
The  theme  of  the  series  is  taken 
from  ""seeing  is  believing"  adver- 
tising appearing  in  leading  publi- 
cations and  features  the  smoke  test 
by  which  it  is  proved  Camels  give 
the  equivalent  of  five  extra  smokes 
per  pack  because  they  smoke 
longer  than  any  of  the  other  of  the 
fifteen   other  brands  tested. 


II  HAT  IT  TAKES  TO  MAKE  A  MOVIE:  this  simple  scene  from  a 
recent  commercial  film  production  appears  on  the  screen  for  a  few 
fleeting  seconds  in  but  a  single  sequence  from  a  lengthy 
production    but    "behind    the    scenes"    lies    the    equipment    and    per- 


sonnel j)irtured  in  t/ie  scene  (right}  which  shows  the  same 
set  from  the  electrician  and  properly  man's  point  of  view, 
not  lo  mention  the  long  and  tedious  research  ichich  made  his- 
torical    accunu-y      possible      in      each      detail     of     the     set{uence. 


[14] 


Business  S(;ki;i;n 


'Bits' ^a-- 


MOV/IE  AALUE 
.2BaJBAT 


31-^*15 


SCREEII  jlDlJiRTI!i.lllG 
&  THE  MOVIE  AIIDIEME 


♦  More  than  one-hai.f  of  the 
nalioii's  17.000  theatres  now  ac- 
cept and  regularly  show  screen 
advertising  to  their  patrons.  The 
majority  of  these  are  very  hrief 
messages  of  approximately  one 
minute  in  length  and  not  more  than 
five  are  usually  shown  on  a  single 
program. 

This  is  not  a  new  medium  and 
yet  its  present  sponsors  and  the 
producers  and  distributors  of  the 
films  have  brought  it  to  a  stage  of 
perfection  and  receptivity  far  be- 
yond that  of  its  early  beginnings 
in  the  glass  slide  and  curtain  ad- 
vertising days.  Today  color,  car- 
toon fantasy,  swiftly-paced  news- 
reel  sequences  and  sound  make 
these  minute-length  movies  the 
equal  of  the  feature  attractions 
they  accompany. 

Two  fields  of  circulation  are 
available  to  the  screen  advertiser: 
in  the  first,  the  manufacturer  with 
national  distribution  may  purchase 
a  complete  campaign  liased  on  a 
syndicated  series  of  film  playlets  to 
be  placed  in  theatres  a])proxi- 
mating  his  own  retail  outlets.  These 
national  advertisements  may  be  lo- 
calized by  the  addition  of  dealer 
signature  "trailers".  Circulation 
controls  based  on  theatre  attend- 
ance assure  the  advertiser  and  ad- 
vertising agencies  (who  place  a 
great  percentage  of  such  business) 
careful  measure  of  cost  and  results. 


National  and  Dealer 

Co-OFERATIVE    FlELDS 

National  campaigns  based  on  lo- 
cal tiealer  participation  form  an- 
other field  of  screen  advertising. 
Such  films  are  placed  on  a  basis 
similar  to  co-operative  newspaper 
advertising  in  which  the  national 
organization  prepares  the  original 
advertisements  and  the  deah'r 
meets  the  cost  of  local  distribu- 
tion, in  this  case  the  local  theatri- 
cal showings.  The  national  cam- 
paigns are  placed  through  national 
film  distribution  agencies  especi- 
ally geared  for  selection,  promo- 
tion and  distribution  as  well  as 
analysis  and  checking  of  returns 
and  results.  Local  participation 
programs  are  sold  to  the  local 
dealers  through  field  sales  staffs 
maintained  by  those  organizations 
specializing  in  this  type  of 
screen     advertising     distribution. 

What  Do  Audiences  Think:? 

The  theatre  owner  is  tlie  judge 
of  the  acceptability  of  screen  ad- 
vertising. Often  confused  as  evi- 
dence of  the  non-acceptance  of  such 
programs  are  the  lamentations  of 
producer-controlled  theatre  man- 
agements and  of  producing  organ- 
izations who  have  products  which 
compete  for  all  available  screening 
time.  On  the  other  hand  the  show- 
ing of  advertising  playlets  in  more 


than  7.000  theatres  of  the  country 
has  gone  on  ever  since  the  birth  of 
the  movies.  The  fundamental  fact 
is  that  audiences  resent  only 
poorly-produced  films  or  those  in 
poor  taste  and  the  modern  adver- 
tising playlet  is  produced  accord- 
ing to  standards  comparable  with 
those  of  Hollywood's  finest. 

Some  locally-produced  playlets 
have  been  offenders  of  this  rule. 
Poor  sound  qualities  and  amateur- 
ish photography  contribute  to  the 
audience's  dislike  of  these  local 
butcher,  baker  and  coal  dealer 
trailers.  Such  antipathy  is  not 
felt  in  the  case  of  the  national 
playlet  and,  in  fact,  recent  color 
cartoons  have  been  created  with 
applause. 

Although  this  field  represents  but 
one  of  the  many  ways  in  which 
films  are  used  today  by  business,  it 
it.  nevertheless,  a  potent  factor  be- 
cause of  its  ability  to  deliver  mass 
audiences  at  a  flat  price  per  person 
subject  to  careful  auditing  of  re- 
sults. The  potency  of  the  film  me- 
dium is  by  no  means  diminished 
by  the  observation  of  the  rules  of 
good  taste.  In  one  typical  screen 
campaign,  a  ciuestioniiaire  was  sent 
to  161  theatres;  49  replied  and  of 
these  48  reported  either  excellent 
or  good  as  their  answer  to  the  fol- 
lowing questions: 

I.   How   did   your   patrons   react    to 
the    advertising    playlets? 


2  As  a  measure  of  subject  treat- 
ment how  did  you  like  the  man- 
ner in  which  the  subject  was 
handled  in  these  films? 

Maintain  Research  Departments 

Theatre  relations  departments  of- 
fer indexed  information  concern- 
ing the  seating  capacity,  average 
weekly  attendance,  location,  type  of 
patronage  and  days  per  week  of 
showings  of  every  theatre  in  the 
country.  Attendance  figures  are 
computed  on  the  same  basis  as  that 
used  by  theatre  managements  to 
gauge  their  own  incomes  and 
quoted  lower.  One  formula  set  up 
as  a  rate  base  is  "attendance  equals 
six  times  seating  capacity." 

In  further  pages  other  factors 
are  discussed.  In  summary  of 
these  it  may  be  said  that  theatre 
screen  advertising  is  a  medium 
with  a  proven  "present"  and  a 
great  future.  Its  present  lies  in  the 
actual  statistical  facts  which  such 
distributors  are  able  to  lay  before 
the  advertiser  which  show  the  large 
numbers  of  excellent  neighborhood 
theatres  in  large  cities  and  small 
which  are  available  for  this  potent 
method  of  advertising.  Its  future 
lies  in  the  good  taste  and  in  the 
strict  adherence  to  the  rules  of  au- 
dience acceptance  to  which  spon- 
sors and  producers  alike  must  ad- 
here so  that  this  medium  may  one 
day  take  its  place  with  radio, 
magazines  and  newspapers. 


Screen  Advertising 


1940 


[15] 


\,^o 


V 


0^^--:° 


^ 


.  ,  .  Fine,  but  remember  your  product's  SCREEN 
TEST  has  only  a  minute  -  both  to  make  friends 
and  to  make  the  sales  for  which  it  was  intended 


•  Before  you  take  out  your  stop 
watch,  pencils  and  scenario  paper 
and  begin  to  work  with  the  fussy 
little  details  of  how  many  feet  of 
film  to  the  minute,  you  may  save 
your.self  endless  confusion  and  dis- 
appointment if  you  are  fully  aware 
of  the  peculiarities  of  this  new. 
streamlined  medium.  Actually,  the 
preparation  of  one  minute  com- 
mercial talking  motion  pictures  fol- 
lows the  same  broad  principles  em- 
ployed in  the  creation  of  all  forms 
of  successful  advertising — but  with 
three  important  differences.  It  is 
the  observance  of  these  three  extra 
factors  that  should  keep  you  out 
of  the  rough,  on  the  fairway,  hole- 
high. 

Group  Selling 
First:  You  are  advertising  to  a 
set  group  of  people,  not  to  individ- 
uals. Your  magazine  advertising  or 
your  radio  commercials  are  really 
individual  advertisements,  reaching 
and  directed  to  individual  people. 
Your  prospect  may  or  may  not 
choose  to  read  your  printed  ad.  If 
he  reads  it  and  does  not  approve 
of  it,  you  have  lost  nothing  except 
one  prospect.  His  opinion  does  not 
influence  the  balance  of  your  audi- 
ence. Similarly,  your  prospect  may 
willingly  listen  to  your  radio  com- 
mercial or  he  may  tune  it  out.  In 
either  case,  you  have  simply  won 
or  lost  one  prospect. 


Not  so  with  motion  picture  ad- 
vertising in  theatres.  Here  your  ad- 
vertising takes  a  bow  before  a  large, 
ready-made  audience.  Should  even 
just  one  or  two  people  in  that  audi- 
ence be  displeased  with  the  tone  or 
content  of  your  mes.sage.  their  rest- 
lessness and  disbelief  will  be  in- 
stantly communicated  to  everyone 
else  in  the  theatre. 

If  you  have  ever  heard  one  per- 
son in  a  theatre  audience  start  to 
cough  and  sneeze,  you  know  that  a 
virtual  epidemic  of  coughing  and 
sneezing  makes  the  rounds  of  the 
entire  audience.  If  one  person  in 
the  theatre  starts  to  applaud,  other 
expressions  of  goodwill  follow  at 
once.  Such  is  the  mass  psychology 
which  your  ad  in  the  theatre  must 
face. 

Therefore,  the  first  thing  to  re- 
member in  preparing  commercial 
motion  picture  playlets  for  release 
in  theatres,  is  to  bear  in  mind  that 
nothing  should  be  injected  into  the 
playlets  to  which  any  person  of 
any  type  could  conceivably  dis- 
like or  object.  It  is  even  more  than 
a  question  of  infecting  your  audi- 
ence —  it  is  a  question  of  having 
your  advertising  run  or  not.  Unlike 
publishing  or  radio  enterprises,  the 
motion  picture  theatre  is  not  in 
business  primarily  for  advertising 
revenue.  It  keeps  its  doors  open  be- 
cause it  makes  money  from  the  en- 


tertainment it  sells.  The  theatre 
manager  has  only  two  assets — his 
wise  judgment  in  selecting  pictures 
and  promoting  them  and  the  good- 
will of  the  people  in  his  neighbor- 
hood. He  will  run  nothing  on  his 
screen  to  which  any  appreciable 
number  of  people  object. 

The  situation  actually  isn  t  as 
dark  as  it  seems,  because  the  very 
fact  that  scores  of  screen  advertis- 
ing campaigns  have  been  run  and 
are  now  being  run  successfully  does 
prove  that  consumer  motion  picture 
advertising  in  theatres  can  be  made 
and  is  now  being  made  acceptable 
to  theatre  audiences. 

0.\E  Minute  —  One  Objective 

Second:  Your  advertisement  is 
on  the  screen  for  exactly  one  minute 
(variations  in  length  are  allowed 
up  to  a  minute  and  a  third).  In 
other  words,  your  theatre  audience 
has  only  one  minute  to  make  up 
its  mind  about  your  product.  Be- 
cause motion  pictures  move  so  fast 
and  because  the  combination  of 
Sight,  Movement  and  Sound  is  so 
powerful,  many  advertisers  are  or- 
dinarily apt  to  crowd  as  many  dif- 
ferent details  and  product  uses  into 
a  playlet  as  possible.  A  study  of 
many  successful  film  campaigns 
shows  rather  clearly,  however,  that 
a  preponderance  of  the  successful 
playlets  employ  only  one  product 
use  or  appeal.  This  simplification 
of  the  advertising  story  permits 
either  successful  balancing  between 
entertainment  and  commercial,  or 
equally  allows  enough  time  to  be 
spent  in  building  up  one  paramount 
sales  feature.  Since  you  would  not 
think,  ordinarily,  of  calling  one 
newspaper  ad  a  campaign  or  one 
commercial  announcement  a  com- 
plete radio  program,  you  should 
not  regard  one  "minute  movie"  as 
a  well  rounded  commercial  motion 
picture  effort.  Therefore,  the  use 
of  only  one  appeal  in  each  play- 
let does  not  cramp  your  advertis- 
ing story,  as  other  equally  impor- 
tant details  may  be  featured,  one 
at  a  time,  in  a  series  of  playlets. 

Wide  Field  of  Expression 

Third:  In  the  preparation  of 
copy  for  the  older  forms  of  ad- 
vertising media,  the  experienced  ad 
writer  knows  what  technique  he  is 
going  to  employ — balloon  copy,  big 
pictures,  etc.  Over  the  years  there 
have  been,  literally,  hundreds  of 
outstanding  examples  of  good  ad- 
vertising, which  serve  as  guide 
posts  in  the  preparation  of  cam- 
paigns. Minute  movies  are  a  new 
medium  and  there  are  not  so  many 


examples  of  different  techniques  to 
study. 

Production  is  still  regarded  as 
something  mysterious  and  therefore 
many  advertisers  ask  what  sort  of 
playlets  certain  outstanding  succes- 
ses in  this  field  are  now  using.  It 
is  helpful  to  have  all  this  knowl- 
edge, but  it  is  a  mistake  to  believe 
that  because  Advertiser  '"A"  uses 
a  certain  type  of  production,  that 
Advertiser  "B"  should   use  it  also. 

For  most  purposes,  it  may  be 
sufficiently  clear  to  divide  produc- 
tion technique  into  three  groups; 
newsreel  type,  plot  type  and  enter- 
tainment. Under  this  last  heading 
comes  the  strictly  entertaining  play- 
let and  cartoon  animation. 

It  seems  to  me  that  the  choice 
of  technique  should  not  be  dictated 
by  successes  enjoyed  by  other  ad- 
vertisers, but  rather  by  an  under- 
standing of  the  product  to  be  ad- 
vertised. 

Newsreel  Type  of  Playlets 

For  example,  if  demonstration 
sells  your  product  and  if  the  dem- 
onstration can  be  made  interesting 
and  instructive,  then  this  technique 
should  be  used,  because  motion  pic- 
tures afford  you  the  first  oppor- 
tunity you  have  had  for  mass  dem- 
onstration. This  type  of  playlet 
falls  under  the  heading  known 
as  newsreel  type.  Such  playlets 
are  fast-moving  demonstrations, 
built  around  any  product  feature 
or  use  which  can  be  made  exciting, 
unusual  and  therefore  news-worthy. 

One  manufacturer  desired  to  use 
"minute  movies"  for  a  washing 
powder.  Interesting  or  cute,  enter- 
tainment playlets  could  have  easily 
been  prepared.  However,  there 
were  certain  features  about  this 
product  and  its  action  which  were 
comparatively  little  known  and 
which  offered  dramatic  motion  pic- 
ture possibilities.  Hence,  a  series 
of  newsreel  demonstration  type  pic- 
tures were  produced  so  that, 
through  the  use  of  short  screen  ads, 
the  advertiser  was  able  to  show  and 
describe  his  unique  demonstration 
in  a  way  never  before  possible. 

The  Plot  Type  of  Playlet 

This  type,  which  at  least  up  to 
the  present,  has  been  used  less  than 
either  the  newsreel  or  entertain- 
ment types,  consists  generally 
speaking  of  a  plot  situation  whose 
solution  or  denouement  brings  in 
a  hard  hitting  commercial  at  the 
close  of  the  playlet.  Probably  not 
too  many  types  of  products  and 
sales  stories  lend  themselves  to  this 
{I'leasc  liirn  to  page  32) 


SOME  OF  THE  PROBLEMS  OF  60  -  SECOND  FILM  SALESMANSHIP  —  DISCUSSED  BY  LAWRENCE  ROSENTHAL 


116] 


Screen  Advertising 


1940 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^^  ^1 


THEATRC   COVERAGE   ANAI 


Dumd 

THIATW 

nnoFwcoicAHEA 

AUOIDICE  BAn 

.o« 

s>: 

I.Um. 

a»*> 

Bl» 

WhIA, 

Mlddl* 

LabH. 

1 

Tba»tre  "A-   (Al 
TbBBtpe  "B"    (HA) 
Tlieatre  -r"    (A) 

r 

1 

X 
X 

7S» 
10^ 

25« 

»o» 

80» 

1 

2 
3 

6,000 
3,000 

2 

The  awe  "Tf   (A) 

TheatM  -E-   (NA) 

J. 

X 

201 

6S< 

BOK 

3» 

2 

1 

■1,500 

3 

Theatre  -T'    (HAl 
Theatre   "C"    (A) 
Thealre   "K"    (A) 
Thsatre   "1"    (A] 

X 
X 

X 

1» 

3S!l 

2« 

30)1 

201( 
70* 

3 
1 
4 
2 

4,800 
3,600 
5.400 

* 

Theatre   "J"    (HAl 
Theatre  "K-    (A) 

1     4 

J     1 
i 

100* 
100« 

1 
2 

3,900 

In  Ihe  uiup    (left)   location  of  theatres  in  relation   to  city  sales  districts 
co^'crcd  is  given;   the  chart   above  s^lrl'eys   the  metropolitan   market   to 
show  types  of  audiences  reached  by  each  theatre — whether  or  jiot  avail- 
able to  the  screen  advertiser. 


um  uum  I 


inKt  THB 


What  advertisers  want  to  knou'  about  the  theatres  they  "'buy 


99 


•  In  selecting  representative 
theatres  to  do  a  film  coverage  job 
for  an  advertising  campaign,  the 
advertiser  is  not  concerned  with 
the  theatre  recommendations  in 
smaller  cities.  The  film  companies, 
who  are  the  distributing  agents  for 
screen  advertising  are.  in  most 
cases,  able  to  supply  the  leading 
one  or  two  downtown  theatres  and 
such  houses  draw  from  all  sections 
of  the  smaller  cities. 

Major  Markets 

The  theatre  situation  changes 
radically,  generally  speaking,  in 
towns  of  200.000  and  up.  Here 
circulation  is  offered  on  the  basis 
of  a  network  of  neighborhood 
theatres — generally  not  the  down- 
town theatres.  Deluxe  theatre  op- 
erations are  not  always  available 
in  the  larger  cities  and  furthermore 
as  one  advertiser  puts  it.  "\^  e  are 
more  interested  in  neighborhood 
houses,  because  they  tie-in  closely 
with  our  neighborhood  retail  out- 
lets. Also  large,  deluxe  houses  hav- 
ing stage  shows  do  not  command 
the  same  interest  on  their  screens, 
as  their  audiences  generally  pay  a 
high  admission  price  to  see  the 
stage  show." 

In  evaluating  proper  recommen- 
dations for  theatres  in  the  large 
cities,  certain  factors  must  be  taken 
into  consideration.  If  the  manufac- 
turer has  a  product  which  is  sale- 
able to  all  classes  of  people,  regard- 
less of  income,  care  must  be  exer- 
cised  in   utilizing  a   sufficient   num- 


ber of  theatres  so  that  their  total 
penetration  power  covers  every 
section  of  the  city,  within  a  reason- 
able proportion  to  the  population 
of  that  city. 

In  the  case  of  a  manufacturer  de- 
siring average  or  above  average  in- 
come tie-ups  only,  sufficient  infor- 
mation must  be  at  hand  to  disclose 
the  types  of  audiences  attending 
each  available  theatre.  One  of  the 
companies  has  been  putting  ex- 
haustive research  on  this  subject, 
handling  each  metropolitan  market 
as  follows: 

A  complete  survey  is  made  of 
every  theatre  in  the  city,  regardless 
of  whether  or  not  it  is  available  for 
advertising.  This  is  important  in 
order  to  show  the  relationship  of 
one  theatre  to  another  in  the  city. 
The  city  is  divided  into  districts, 
and  the  theatres  in  each  district  are 
com])ared  to  each  other  from  a 
standpoint  not  only  of  the  picture 
product  played  but  primarily  on 
the  basis  of  what  type  audiences 
attend. 

On  this  page  appears  a  hypotheti- 
cal chart,  which  is  an  example  of 
the  manner  in  which  the  survey  is 
conducted  in  the  metropolitan  mar- 
kets. This  summary  sheet  covers 
every  theatre  in  the  city,  rated  for 
advertising  desirability  with  the 
other  theaters  in  its  respective 
neighborhood.  Its  neighborhood  is 
defined  less  by  geography  and  more 
by  the  radius  of  the  theatre's  pull- 
ing power. 


Theatre  Checking 
Once  theatre  recommendations 
have  been  given  an  advertiser, 
based  on  comprehensive  surveys, 
and  once  the  campaign  is  actually 
started  in  the  theatres,  the  campaign 
is  carefully  checked  by  means  of  a 
field  policing  force  consisting  of 
more  than  three  hundred  men. 
These  traveling  representatives  are 
sent  copies  of  every  national  sched- 
ule and  they  are  expected  to  route 
themselves  wherever  possible  to 
check  as  many  actual  showings  in 
the  theatres  as  possible.  Their 
checking  reports  not  only  show  the 
time  the  advertising  was  run.  and 
the  number  of  times  it  is  scheduled 


to  run  throughout  the  week,  but 
these  men  are  encouraged  to  see  the 
actual  screening  and  to  report  on 
the  condition  of  the  screening  and 
the  exhibitor  and  audience  reaction. 
This  is  particularly  important  and 
helpful  in  judging  any  new  pro- 
duction release  for  the  first  time  to 
theatres. 

As  an  additional  check,  many  of 
the  theatres  themselves  are  required 
to  furnish  a  proof  of  screening  card 
before  receiving  payment  for  the 
campaign.  This  proof  of  screening 
card  shows  the  number  of  times  the 
ad  was  screened  per  week,  and  this 
is  double  checked  wherever  pos- 
sible, against  the  field  man's  record. 


PROOF  OF  EXECUTION :  Cards  mailed  by  thcaire  managers  after  completion 
of  screcnimi  zveek  to  show  execution  of  advertising  screening  contracts;  one  of 

nioiiy    checks    in    of^eratiou    for    this   medium. 


Check  No. 
-2^181 


Duplies  f:e 
■Advertiser 


'""^^"""-'^^^■'^--'-y....^^^  — 


check  in  pa.nnent 
'lioh  was  shown  tor 


*>«"■   of   Tim..,,    , 

*'■  1  m    S  h  o  w  n  I  '''^  screening  above  6  In,  wl 

Each   Day     J 

^____  I  one  week  starting 

Sun 

Men. J^r..    I  ..   ,  ^  Manaff, 

Dt7»j  " — V —  I  ""mber    of 


Sat 


Screen  Advertising  •  1940 


[17] 


LflfU  DEUERS  SAV  "VES 

To    national   theatre   ad    eampaigns 


n' 


•  One  interesting  plus  value  to 
motion  picture  campaigns  released 
til  rough  theatres  is  the  enthusiastic 
acceptance  of  such  advertising  by 
the  manufacturer's  dealer  outlets. 
The  records  are  replete  with  case 
histories  showing  how  quickly  and 
thoroughly  the  local  outlets  mer- 
chandise the  movie  campaign  from 
the  standpoint  of  increasing  their 
slock  inventory  and  putting  on  spe- 
cial  window  and   counter  displays. 

There  is  a  reason  for  this  far 
beyond  the  fact  that  the  manufac- 
turer is  coming  into  the  town  with 
a  new  tie-up  advertising  campaign. 

Tracing  back  the  history  of  ad- 
vertising on  the  theatre  screen,  its 
roots  lie  deep  in  the  local  dealers 
own  advertising  set-up.  About 
twenty  years  ago,  some  of  the  first 
efforts  to  put  advertising  on  theatre 
screens  were  made  in  behalf  of  the 
local  dealers — grocery  stores,  beau- 
ty parlors,  drug  stores,  clothing 
stores,    etc. 

These  dealers  received  either 
.syndicate  services  or  syndicated 
services  with  special  localized 
dealer  inserts,  and  the  sales  results 
directly  obtained  by  the  dealers 
themselves  made  them  realize  that 
"here  was  a  good  thing." 

In  fact,  it  has  been  the  consistent 
year  to  year  support  of  this  medium 
by  local  dealers  in  buying  local 
theatre  advertising  that  has  built 
the  coast  to  coast  network  of 
theatres  now  available  for  national 
advertisers. 

"Seeing's  Believing" — and  since 
these  dealers  have  experienced  big. 
increased  profits  through  film  ad- 
vertising of  their  own  merchandise, 
they  know  in  advance  that  a  prop- 
erly conducted  national  screen  cam- 
paign, with  finer,  more  expensive 
production,  will  set  their  cash  reg- 
isters  jingling. 

There  are  many  examples  of 
dealer  enthusiasm  and  dealer  tie- 
ins,   and   many   clients  have   found 

Chevrolet    "stars"    in    a    recent    all  - 
Technicolor  playlet  series. 


the  use  of  national  motion  picture 
advertising  automatically  supplies 
on  the  part  of  the  dealer  the  point 
of  sale  "'push"  that  is  so  necessary 
in  tying  together  a  national  adver- 
tising effort  with  the  ultimate  cus- 
tomers. 

One  of  the  largest  manufacturers 
of  electric  refrigerators  and  other 
electrical  appliances  has,  since 
1935,  tied  in  with  their  dealer  out- 
lets by  means  of  national  screen  ad 
campaigns. 

Careful  consistent  surveys  on  the 
part  of  this  company  indicated  that 
dealers  have  traced  many  direct 
sales  of  these  high-priced  products 
to  this  advertising.  Further,  the 
company  surveying  all  outlets  using 
this  advertising  on  a  cooperative 
basis  with  the  client,  discovered 
that  71%  of  the  dealers  who  re- 
plied reported  actual  traffic  in- 
quiries from  the  playlets.  87/f  of 
the  dealers  stated  that  the  results 
were  favorable.  .  .  .  84%  expressed 
a  desire  for  the  continuance  of  this 
advertising.  Remember,  the  dealers 
who  want  this  advertising  continued, 
have  a  selfish  stake  in  this  screen 
program,  because  50%  of  the 
screening  cost  of  this  campaign  is 
borne  by  the  dealers  themselves 
and  it  is  axiomatic  thai  they  would 
not  ask  for  continued  programs 
of  this  type,  wherein  they  bear  part 
of  the  expense,  unless  they  had 
definite  evidence  that  this  adver- 
tising afforded  them  a  fine  tie-up 
with   tlieir   prospects. 

Representative  comments  from 
such  dealers — "We  consider  screen 
ads  next  to  personal  contact. "  '"Best 
medium  have  ever  used."  ".  .  .  very 
valuable."  "Technicolor  films  en- 
tertain   while   putting   over   story. " 

One  of  the  largest  motor  car 
manufacturers  in  the  United  States 
has  been  using  "minute  movie"  tie- 
ins  in  cooperation  with  their  local 
outlets  for  the  past  several  years. 
In   this  case  the  manufacturer  pre- 


pares the  production  of  national 
ad  films  and  the  dealer  is  allowed 
ten-foot  signature  identification  for 
his  store  at  the  close  of  the  playlet. 
In  checking  on  the  use  of  na- 
tional ad  films,  through  dealer  out- 
lets, no  story  would  he  complete 
without  mention  of  one  of  the  coun- 
try's largest  manufacturers  of  high 
priced  shoes.  This  company  pro- 
duces a  Spring  and  Fall  campaign 
each  year  and  has  since  1933.  The 
films  are  produced  in  Color,  allow- 
ing for  a  ten-foot  dealer  identifi- 
cation signature.  This  campaign  is 
particularly  remarkable  because  it 
is  a  case  where  the  dealers  pay  the 
entire  screening  cost.  In  spite 
of  the  fact  that  it  is  the  dealer's 
own  money  which  has  been  ])aying 
for  this  advertising,  the  same  deal- 
ers repeat  and  repeat  and  repeat 
— proof  that  they  are  finding  a 
worthwhile  sales-maker  to  tie-in 
with  their  other  activities. 

Five  and  TeiN  Cent  Items  and  Ui> 

Naturally,  manufacturers  of  large 
unit  sale  items  can  use  screen  serv- 
ice on  a  cooperative  basis  with  local 
outlet.*,  wherein  the  local  outlet  is 
identified  by  a  special  trailer.  How- 
ever, there  is  a  worthwhile  cooper- 
ation of  a  different  type  secured 
from  outlets  in  connection  with 
campaigns  on  low  cost  merchandise 
— articles   from   five  cents  and   up. 

The  manufacturerof  a  well  known 
10c  product  found  through  his 
missionary  sales  force  that  the  men- 
lion  of  a  screen  ad  campaign 
elicited  the  same  amount  of  enthusi- 
asm from  grocery  stores  that  other 
manufacturers  have  experienced 
where  they  have  used  dealer  signa- 
ture tie-ins.  In  other  words,  while 
no  grocer  would  he  willing  to  s|)end 
his  own  money  on  a  tie-in  for  a 
10c  grocery  store  product,  the 
dealers  were  aware  of  the  pulling 
power  of  movies  to  the  point  where 
they  were  willing  to  incrca.se  mer- 


.h,  infonmil  backstage  grouf  in  one  nj         The      Ilubimjer      Coml>a:iy      fieseiiled 
Frennminl's  film  shorts  0"'ck  Elastic  Starch   m  films. 


chandise  inventories  and  to  get  be- 
hind the  campaign  with  special  dis- 
plays and  promotion. 

Even  more  striking  was  the  ex- 
perience of  the  manufacturer  of  a 
5c  candy  bar.  National  advertising 
on  this  type  of  merchandise  has 
been  found  effective,  only  when 
dealers  could  be  pre-sold  to  the 
point  of  prominently  spotting  the 
candy  bar  on  display.  This  type  of 
merchandise  is  "impulse  "  merchan- 
dise and  most  manufacturers  agree 
that  the  successful  promotion  of  a 
candy  bar  in  any  market  depends 
on  the  willingness  of  the  candy 
outlets  to  feature  their  product  with- 
in reach  of  the  casual  customer.  It 
was  found  that  a  high  percentage 
of  dealers  were  anxious  to  ca.sh  in 
on  the  "minute  movie"  campaigns 
to  the  point  of  giving  display  space 
most  advantageous,  not  only  to  the 
dealer,  but  to  the  advertiser  him- 
self. 

Dealer  Help  Tie-Ups 
Alert  manufacturers  can  double 
the  interest  in  their  movie  cam- 
paigns by  inexpensive  timely  tie- 
ups  with  their  advertising  films. 
One  or  two  cute  cartoon  animation 
characters  (if  their  production  is 
that  type)  ;  a  feature  scene  from 
one  of  the  "minute  movies";  mate- 
rial of  this  type  can  be  reproduced 
inexpensively  on  window  streamers 
or  special  counter  cards,  to  be  dis- 
tributed to  the  outlets  in  the  neigh- 
borhood covered  by  the  theatre  cam- 
paign. Dealers  have  found  such  tie- 
ups  are  psychologically  important 
in  reminding  their  traffic  that  this 
advertising  was  seen  at  the  neigh- 
borhood movie. 

Additional  Tie-Ups 
One  big  soap  company  had  a 
tie-up  idea  with  their  current  movie 
campaign  which  could  well  be 
adapted  to  the  campaign  of  many 
advertisers.  During  the  first  week 
of  their  campaign  in  the  theatres, 
they  dressed  up  girls  to  tie-in  with 
the  copy  theme  of  their  ad  films  and 
these  girls  passed  out  samples  of 
the  product  to  people  leaving  the 
theatre.  Care  was  taken  that  the 
samples  were  not  passed  out  under 
the  marquee  so  that  there  would  be 
no  traffic  confusion  or  tie-up.  The 
actual  sampling  of  the  product  it- 
self, plus  the  attire  of  the  girls 
which  was  a  strong  reminder  of  the 
advertising  film,  produced  an  in- 
teresting lie-up.  in  which  the  neigh- 
liorhood  dealers  around  the  theatre 
could  participate.  Variations  of 
this  type  of  sampling  can  be  worked 
out  to  fit  individual  campaign 
needs,  but  the  nature  of  the  product 
and  individual  merchandising  prob- 
lems should  diclalc  llic  nnihods  to 
be   used. 


[181 


Screen  Ad\ehtisi.\g     •     1940 


J 


feminine    f^idchritudc    "sells"   predominantly    male   film    audiemres    in 
the  Latin-American  countries. 


Marketing   opportunities   offer   untold  possibilities   to 
users  of  screen  advertising. 


Id  Films  on  Foreign  Sn*eens 


•  In  an  article  appearing  in  the 
London  "Tatler."  over  two  hun- 
dred years  ago.  i(  was  slated  that 
the  purpose  of  advertising  was  "to 
inform  the  world  where  they  may 
he  furnished  with  almost  everything 
that  is  necessary  for  life  .  .  .'" 

After  more  than  two  centuries, 
the  basic  purpose  of  advertising  is 
still  to  inform  the  world  where 
desired  or  desirable  objects  may  be 
secured,  hut  the  world-wide  market- 
ing of  industrial  products  under  our 
modern  economic  system,  organized 
on  a  highly  competitive  basis,  re- 
quires something  far  more  than 
just  informing  the  public  where  it 
may  obtain  them.  Advertising  to- 
day must  instill  into  the  mind  of 
the  public  a  compelling  urge  to 
acquire  the  advertised   product. 

In  selling  .American  products  to 
foreign  countries,  it  has  been  im- 
pressively demonstrated  that  no  ad- 
vertising medium  can  even  begin  to 
approach  the  effectiveness  of  the 
motion  picture  in  creating  the  all- 
important  desire  to  possess  a  spe- 
cific article  or  product.  This  fact 
can  be  quite  readily  appreciated 
when  we  stop  to  analyze  the  basic 
psychology  of  the  motion  picture 
audience.  WTiether  it  be  a  gathering 
of  movie  fans  in  Japan.  South  .Af- 
rica. Cuba  or  Sweden,  they  have 
gathered  together  in  one  place  to 
relax  and  be  entertained.  They  are 
automatically  in  a  buying  mood. 
Their  sales  resistance  is  at  a  low 
point.     They  want  to  be  sold  enter- 


tainment. The  short  length  foreign 
merchandising  film  has  been  cun- 
ningly built  to  fit  into  this  atmos- 
phere of  relaxation.  It  becomes  an 
integral  part  of  the  program  of  en- 
tertainment films  which  that  foreign 
audience  is  witnessing  on  the  screen. 

For  this  merchandising  film  is. 
in  a  real  sense,  entertainment.  \^  ith 
the  space  of  one  minute  to  one 
minute  and  a  half,  the  advertising 
message  is  presented  entertainingly 
through  specially  trained  actors, 
typifying  the  average  consumer,  act- 
ing out  a  sales  message  written 
around  the  product  in  question.  The 
visual  action  of  the  players  is.  of 
course,  brought  home  impressively 
to  the  audience  by  dialogue  or  news- 
reel-style    commentary. 

These  little  film  skits  are  human- 
ized, based  on  knowledge  common 
to  the  everyday  experience  of  the 
average  individual  in  a  particular 
country  or  group  of  countries  for 
which  the  film  was  designed.  The 
treatment  of  a  subject  might  be 
humorous,  sentimental,  factual,  but 
always  human  and.  invariably, 
down-to-earth,  so  that  its  appeal 
is  as  nearly  universal  as  it  is 
possible  to  make  it.  The  presenta- 
tion of  an  .American  product  to  a 
foreign  audience  in  such  a  manner 
that  they  will  accept  it  instantly 
as  something  that  is  not  alien  to 
their  habits  of  thought  and  their 
customs,  naturally  presupposes  a 
very  comprehen.sive  knowledge  and 
understanding  of  their  luannerisms. 
habits  and   idiosvncracies. 


It  is  obvious,  in  this  connection, 
that  the  proper  delivery  of  the 
spoken  commentary  and  sales  mes- 
sage is  an  all-important  factor. 
The  language  employed  by  the  com- 
mentator must  reach  the  ears  of 
the  audience  as  thev  themselves 
would  speak  it.  .\ny  strange  accent 
or  idiom,  not  commonly  used  by  the 
audience,  would  interfere  with  the 
automatic  understanding  of  the  mes- 
sage and  this  split  second  bet^veen 
immediate  and  deferred  comprehen- 
sion might  destroy  the  effectiveness 
of  an  otherwise  perfect  merchandis- 
ing film.  Furthermore,  the  fact  thai 
the  speaker's  voice  reaches  not  just 
one  individual,  but  an  entire  audi- 
ence with  its  resultant  mass  appeal, 
makes  proper  language  presentation 
vitally  essential. 

The  great  care  that  must  be  given 
to  the  preparation  of  copy,  and 
the  thorough  knowledge  of  lan- 
guages, required  for  this  purpose,  is 
best  illustrated  in  a  problem  which 
presented  itself  recently:  \  series  of 
advertising  films  had  been  produced 
for  one  of  the  largest  .\merican 
manufacturers  of  automobile  tires, 
for  use  in  connection  with  a  dealer 
campaign  in  the  United  States.  The 
foreign  advertising  division  of  this 
manufacturer  decided  to  use  the 
films  for  motion  picture  advertis- 
ing campaigns  in  South  America. 
The  films,  of  course,  had  to  be  re- 
voiced  in  Spanish  in  such  a  man 
ner  as  to  become  perfectly  effective 
I  Please  turn  to  Page  .'54  i 


Ht-re  are  tyf'ual  ad  films  for  liv// 
kiioivn  V.  S.  users.  On  Netherlands 
screens    af'f'ear    Kodak    ads     (heloii'). 


KOOP  U  6EN0DIGHEDE 
VAN  A  PLAASUKE 


N^>>^^^JlOEL^4y? 


As  far  aivay  as  Egypt,  the  products  of 
General  Motors  are  merchandised  zvith 
these    short     adiertisiiig    dealer    films. 


ISRueFotadler  l7Shatiafef d Nil 

ALEXANDRIA    ,i.-,      CAIRO 


-PRODUCT  OF  GENERAL  MOIOHS- 


In  fabulous  Bagdad,  screen  advertising 
promotes  a  local  dealer's  tradename  on 
a     "trailer"     frodiiced     hy     Alexander. 


.NEW     SALES     OI'PORTIMTIES     ARE     POINTED     OUT     BY     CHARLES     LIGHT 


SCUEEN    -\l)\  EKTISING       •        V)  W 


[19] 


I 


OW  THEY 
BRING  HIM 

♦  AnitiKition  lerlmiques  bring  selling  enlerlain- 
nient  to  llie  screen;  they  put  characters  like  this 
happy  lillle  fellow  (from  A  Coach  far  Cinderella) 
before  movie  audiences  from  coast  lo  coast.  Typi- 
cal steps  followed  in  this  fascinating  art  are  il- 
lustrated  in   the  scenes  below: 


1. 


The  Aiiiiiiainr  at  work.  Original  pencil 
sketches  of  each  sequence  are  made;  sonie- 
I  limes  re-enacted  by  members  of  the  animating 
;  staff  who  act  as  models.  Note  exposure  sheet  to 
!  jne  side  as  each  scene  is  alloted  its  approximate 
;  final  screen  time.    Stop-watch  accuracy  is  necessary. 


2  When  pencil  drawings  are  completed,  they 
■  are  photographed  for  production  of  a  pri- 
nary  print  for  editing  and  possible  improvement 
if  the  action,  preparation  of  the  dialogue  and 
iiusieal  background  according  to  the  pre-arranged 
teliedule  noted  on  the  exposure  sheet  shown  above. 


PICTURES    ON    THESE    PAGES 

combine  typical  sceneH  from  the  studios  of  out- 
Mtandint:  profewsional  animation  producers.  A  Coach 
for  Cinderella  \va»  produced  by  the  Jam  Handy  Or- 
ganization; the  typical  Htep-by-step  scenes  are  from 
Caravel  Films,  Inc.  (N,  Y.).  and  production  stilla 
are  from   Cartoons  Films,   Ltd.,  and  other  inoducers. 


ANIMATED  CARTOONS 

PROVE     THAT    THE     SMILE     IS     MIGHTIER    THAN    THE    SALESTALK 


Here  is  a  ''primer"  u'liieh  introduees  the 
fantasy  and  fiiimor  of  the  aniniated  cartoon 
to  business.  On  theatre  screens  everywhere, 
art  and  selling  are  meeting  in  a  happy,  joy- 
ous  combination    that   audiences   approve   most 


enthuMusticuHy.  Thus  screen  advertising  again 
proves  audience  receptivity  to  its  message: 
shows  that  the  way  to  the  publics  heart  may 
often  be  through  a  smile  or  carefree  laughter 
ivhere    argument    well    might    fail    to    succeed. 


•  Let  is  presume  you  are  the  ad- 
vertising manager  of  the  Amalga- 
mated Skinners.  Inc..  and  an  ani- 
mated cartoon  producer  has  success- 
fully approached  you  with  the  idea 
of  telling  your  story  to  the  con- 
sumer through  a  cartoon  film.  He 
has  shown  you  the  efficacy,  econ- 
omy, and  selectivity  of  the  ap- 
proach, and  you  are  convinced; 
what  happens  next? 

First,  and  entirely  foremost,  you 
must  select  your  means  of  distribu- 
tion. All  other  considerations  arc 
subordinate  to  this.  But,  assuming 
vou  have  investigated  your  market, 
and  have  planned  your  distribu- 
tion through  a  reliable  distributor 
to  coincide  with  the  distribution 
problems  of  your  own  product  or 
service,  then  what  happens?  How 
is  an  animated  cartoon  put  to- 
gether? 

Your  producer  will  put  his  story 
and  animation  departments  to  work 
on  a  script  for  your  picture.  In 
many  cases  the  bare  outline  of  this 
story  has  been  incorporated  in  his 
original  presentation  to  you.  Con- 
ferences between  the  producers' 
creative  staff  and  your  department 
will  decide  what  length  of  film  is 
best  suited  to  your  problem  and 
type  of  consumer;  then  the  frame- 
work of  the  plot  is  constructed  and 
the  characters  are  "cast."  This 
framework,  in  most  cases,  will  con- 
sist of  thirty  or  forty  key  scenes 
which  are  the  base  upon  which  the 
picture  will  be  scored  and  ani- 
mated. 

At  this  point,  the  producer  will 
have  your  okay  on  the  characters, 
color  schemes,  general  music  theme, 
and  the  plot;  he  can  now  go  ahead 
with  the  production  of  the  picture 


without  fear  of  later  basic  correc- 
tions (he  hopes). 

Before  any  action  drawings  are 
made,  the  entire  production  must 
be  planned — foot  for  foot — simul- 
taneously for  sight  and  sound,  and 
the  results  entered  on  a  master 
chart  which,  when  complete,  em- 
bodies action,  musical  tempo,  dia- 
logue, and  sound  effects. 

The  scenes  must  be  laid  out  with 
special  emphasis  on  continuity.  The 
overall  or  general  action  of  these 
scenes  is  roughly  timed  with  a  stop- 
watch as  a  member  of  the  animation 
staff  "acts  out"  the  part.   The  musi- 


cal director  then  writes  music  for 
each  of  these  scenes  while  consid- 
ering the  picture  as  a  whole.  Screen 
time  for  each  scene  is  then  known 
by  the  tempo  of  the  music  and 
the  number  of  measures  or  beats 
allotted  to  that  scene  and,  as  twenty- 
four  frames  of  picture  pass  through 
the  projector  in  one  second,  and 
since  it  is  usually  desirable  to  syn- 
chronize each  individual  movement 
of  the  characters  to  the  musical 
beats,  an  exact  timing  may  now  be 
given  to  the  action. 

The  music,  dialogue,  and  sound 
effects  are  now  recorded,  usually  on 
separate  tracks.  Dialogue  tracks 
are  "broken  down,"  syllable  by 
syllable,    and    the    frames    counted 


so  that  lip  action  may  be  syn- 
chronized on  the  corresponding 
drawings. 

\^lien  all  these  preliminary  but 
highly  important  phases  of  the 
production  are  complete,  the  actual 
animation  may  be  started.  The 
scenes  are  given  to  animators  along 
with  "exposure  sheets"  which  ulti- 
mately will  act  as  guides  for  pho- 
tography at  a  later  stage,  but  upon 
which  are  already  recorded  tempo, 
required  action,  dialogue,  etc.,  cor- 
responding to  that  of  the  master 
short.  The  animators  draw  the  "ex- 
tremes" or  key  positions  of  move- 
ment throughout  the  scene — usually 
each  fourth,  sixth,  eighth,  or  twelfth 
frame,  depending  upon  the  com- 
plexity of  the  action  or  the  tempo 
of  the  music.  The  assistants  fur- 
ther break  down  the  action  by  add- 
ing all  intermediate  steps  except 
single  drawings  which  are  made 
by  the  "in-betweeners." 

The  original  drawings  are  in  pen- 
cil, usually  about  eight  by  ten 
inches  and  are  held  in  registry 
by  pegs  over  a  light  box  which 
permits  the  artist  lo  gauge  and 
space  each  drawing  to  correspond 
to  the  desired  movement.  All  draw- 
ings are  numbered  and  the  animator 
records  the  desired  number  or  com- 
bination of  numbers  for  each  frame 
of  the  scene  on  the  exposure  sheet. 

The  pencil  drawings  are  then 
photographed  frame  by  frame  and 
the  film  projected  as  a  preliminary 
test  which  serves  as  a  guide  for  the 
animator  and  director  to  even  out 
any  irregularities  or  to  make  any 
necessary  corrections. 

The  drawings  are  then  traced  by 
"Tracers"  or  "Inkers"  on  trans- 
parent sheets  of  celluloid  in  black 


3Tlie  animation  «lalT  reviews  llie  filmed  pencil  tests 
■  on  the  Mo%iola,  a  projerlion  ef|iiipment  wliitii  per- 
mits convenient  edilins.  Tlic  skill  of  those  film  editors 
spells  tlie  difference  between  a  laiiiali  and  a  "diid":  be- 
tween   unabated    interest    and    the    unfortunate    lack    of    it. 


4011  tracinK  begins  over  the  original  pencil  dra»*tl 
•  Here  the  art  staff  begins  the  arduous  work  of  if 
ing  the  slep-bv-step  action  cells  which,  when  projectcl 
seciuence,  bring  the  characters  to  "life"  on  the  ml 
picture   screen.     The   pegs   bold   the   cell   in  exact 


•  J 

l^^ 

v«        '' 

K   ^ 

tt£^  ifimt  , 

rmsaic  {'arts  of  the  aittonwbilc  cin/inc  conic  to  life  ami 

xf'Ciik   their  lines  Zi'ilh  conz'inciiiti  realism  in  this  tyticol 

II     non-theatriciil    cartoon    for    the    Ford    Motor    Contf'any. 


Pcf'si  and  I'ctc.  the  janaluir  Pepsi-Cola  cops  are  noie  ap- 
pearing) on  theatre  screens  Their  lanifh-proz'oking  pities 
and  the  sponsor's  theme  tune  tarn  merriment  into  sales. 


and  colored  inks  and  then  passed 
on  to  "opaquers"  who  fill  in  areas 
with  the  proper  colors  on  the  re- 
verse side  of  the  celluloid.  In  gen- 
eral, each  character.  (/  acting  in- 
dependently  of  other  characters,  is 
traced  on  a  separate  "cell"  and  tlie 
final  result  may  consist  of  three, 
four,  or  more  "cells"  superimposed 
on  the  background,  which  is  ren- 
dered in  water  colors. 

Now  the  background  drawings 
and  "cells"  are  taken  into  the 
camera  room  for  the  final  stage. 
Here  each  set  of  drawings  is  photo- 
graphed in  order,  to  correspond 
with  the  numbers  which  were  en- 
tered on  the  exposure  sheets  by  the 
animator.  All  sorts  of  effects  may 
be  obtained  as  in  regular  photog- 
raphy— fades,  dissolves,  zooms,  and 
"pan"  shots  are  all  part  of  (he  ani- 
mation camera  techniijue. 

After  the  photography  is  com- 
plete, the  scenes  are  all  pieced  to- 
gether; music,  dialogue,  and  sound 
effects  are  "cut  in."  A  combined 
track  is  made  by  a  re-recording 
and  finally  a  combined  picture  and 
sound  positive  print  is  ready  for 
the  preview.  We  think  you'll  be 
pleased!  {Turn  to  page  361 

PEPSI-COLA  CARTOON  SERIES 

*  Illustrati\e  of  the  use  of  anima- 
tion in  screen  advertising  is  the 
initial  series  of  Pepsi  and  Pete 
cartoons  which  have  been  recently 
completed  and  which  are  being  ex- 
perimentally  televised   as   well    as 


being  widely  distributed  and  ex- 
ceptionally w^ell  received  by  audi- 
ences in  theaters  throughout  the 
country. 

Produced  in  Technicolor  in  the 
animation  studios  of  Caravel  Films. 
Inc..  for  The  Pepsi-Cola  Compan\ 
and  with  the  cooperation  of  spon- 
sor, agency  and  producer,  these 
subjects,  while  high  in  entertain- 
ment value,  are  direct  selling  pic- 
tures of  the  90-foot  minute  type. 
*      +      * 

Editor's  Note:  In  the  second  in- 
stallment of  this  current  series  on 
"Screen  Advertising — 1940"  we  will 
present  the  promotion  of  screen 
ads  through  dealer  outlets;  further 
animation  details  will  also  be  in- 
cluded. Of  especial  interest  is  a 
thorough  survey  of  recent  dealer 
co-operative  screen  ad  programs. 


Kraft's  Mailed  MUk  adopts  fantasy  and 
humor  to  tell  the  story  of  the  product's 
energy-producing  qualities  in  the  familiar 
technique    of    the   animated   cartoon    filni. 


TELEVISED    AD    FILMS 

♦  \^  hat  may  well  be  a  pro- 
phetic step  in  the  field  of  tele- 
vision and  screen  advertising 
may  be  seen  in  the  first  tele- 
vising of  the  Pepsi-Cola  car- 
toons through  the  facilities  oi 
the  National  Broadcasting 
Company's  New  York  tele- 
vision station  W2ZBS. 

These  minute-long  screen 
advertisements  were  first 
shown  during  June.  The 
Pepsi-Cola  cops  are  featured 
in  comic  adventures  together 
with  a  popular  theme  tune 
originated     for    the    sponsor. 


Ai'o-ee :  a  typical  scene  from  Ipana's 
"Boy  Meets  Dog"  an  all-color  cartoon. 
{Belozo)   Planter's  Peanuts  are  produced 

ill    another   nolezoorthy    all-color    cartoon. 


Kt  Rotiliiie    production    continues   as   the    "opaciuers"    fill 
IV'  in   between    llie   action    lines    \%illl    <-olor   and   detail    to 

! abide  each  individual  cell  and  each  se(iiience  of  the 
r\  completed  action.  Just  visible  on  the  wall  is  a  key 
.h't    of    the    f'liaracters    to    prevent    irregularities. 


6  Finally  each  "keyed"  cell  goes  lo  the  Technicolor 
■  camera  Cor  hnal  "shooling"  into  llie  completed  nega- 
tives from  which  the  final  prints  will  emerge  for  com- 
bining with  sound  negali\es  before  going  on  their  way 
to  entertain    film  audien^-es  on  theatre  screens  everywhere. 


Recemt  Cartoon 
Campaigns  Used 
IM    Screen/     Ads 

.4  COACH  FOR  CINDERELLA  :  Pre- 
sented by  the  Chevi-olet  Motor  Divi- 
sion  of   the    General    Motors    Sales 
Corporation;    an    animated   cartoon 
comedy  in  Technicolor  for  theatri- 
cal release. 
ONE  BAD  KNIGHT:  Another  of  the 
theatrical     all-Technicolor    cartoon 
comedies  typified  by  the   Chevrolet 
film  described. 
BOY    MEETS   DOG:    Sponsored    by 
Bristol-Myers  Company,  makers  of 
Ipana  Toothpaste,  for  theatrical  re- 
lease.     Another     all-color     cartoon 
with     noteworthy     entertainment 
qualities. 
ONCE    UPON    A    TIME:    The    out- 
standing  safety   cartoon    sponsored 
by  the  Metropolitan  Life  Insurance 
Company     for     theatrical     release. 
Black    and   white    only.     Shown    to 
audiences  nationally. 
( The    above   cartooyis   are    typical   of 
short  subject  releases  of  approximate- 
It/   ten-minute   screening   time;  others 
ilescribed  below  are  oyie-minute  screen 
advertisements  prepared  for  national 
and  local  release.) 

*     *     * 

SHELL  OIL  PLAYLETS:  A  series 
of  six  Technicolor  playlets  was  pre- 
pared for  Shell  Oil  through  the 
motion  picture  department  of  J. 
Walter  Thompson. 

PLANTER'S  PEANUT  PLAY- 
LETS: Also  shown  in  theatres  is 
this  series  telling  the  story  of  Mr. 
Peanut  and  the  sponsor's  product 
from  plant  to  consumer.    (Color.) 

W.  K.  KELLOGG  PLAYLETS:  A 
series  for  Rice  Krispies  continues 
to  be  shown  on  a  regional  campaign 
basis  during  1940. 

PEPSI-COLA  PLAYLETS:  Starring 
the  Pepsi-Cola  cops,  Pepsi  and  Pete 
in  a  light  comic  series  introduced 
by  the  sponsor's  catchy  theme  tune 
now  also  being  heard  via  radio. 
{Filmed   in    Technicolor). 

Producer  Credits 

A  Coach  for  Cinderella  and  One  Bad  Knight 

were    prtKluced    by    the   Animation    Department 
of   the   Jam   Handy    Organization. 

Boy  Meets  Dog  was  produced  by  Caravel 
Films.   Inc. 

Once  Upon  a  Time  was  produced  by  Audio 
Productions,   Inc. 

a     *     * 

The  Shell.  Kellogg.  Lever  and  Kraft  play- 
lets were  produced  by  Cartoon  Films.  Ltd..  of 
Beverly  Hills  and  New  York  City.  Also  j>ro- 
ducers  of  the  non-theatrical  cartoon  for  Ford 
(above,  left).  The  Motion  Picture  Department 
of  J.  Walter  Thompson  Company  was  the 
agency  in  charire  of  Shell,  Kellogg  and  Kraft 
firoduction. 

«      e     • 

Planter'.s  Peanut  Playlets  were  produced  by 
Ted  Eshbauph  Animation  Studios.  New  York 
City. 

•     *     * 

Pepsi-Cola  Playlets  were  produced  by  Cara- 
vel Films.   Inc. 

National  Distribution  by  Screen  Broadcasts,  Inc. 
and    fJeneral   Screen    Advertising.    Inc. 


From  '•'■THE    DUNCIAH' 


^  By  permission  of  The  Bnlish  Film  Institute  tiiid 
our  very  worthy  English  contemporary,  Sight  ami 
Sound  Magazine,  ivhere  these  verses  first  appeared 
in  the  Spring  issue  of  1940.  To  Sight  and  Sound, 
the  editors  of  Business  Screen  send  sincere  regards 


LET  us  confider  next  the  march  of  time: 
Why  is  it  every  ifsue  feems  the  fime?* 
Whether  the  Navy  plafters  the  Graf  Spec, 
Or  Anzac  troops  embark  at  Sydney  Bay, 
Or  dirty  U-boat  fows  magnetic  Mine, 
Or  gallant  trawler  fweeps  it  up  againe, 
Or  Indian  cotton  workers  and  the  like. 
Rally  around  the  Flag,  or  go  on  ftrikc. 
In  vain  they  ftrike,  fweep,  fow,  embark  ami  plaft — 
The  next  edition  is  juft  like  the  laft. 

Each  month  there's  a  new  miracle  to  do, 

Each  month  the  miracle's  performed  anew: 

They   write    new   words,  and   change    the  pictures 

o'er, 
Yet  leave  the  Film  exactly  as  before. 

What  magic  here,  from  March  to  Februairy 

Ensures  that  variations  never  vary  ? 

Some  fay  the  Mufic  does  the  trick,  and  some 

Accufe  the  Bufby  soldiers  with  the  drum. 

Rut  fure,  the  wifest  critics  blame  the  noice 

Of  that  damn'd  Commentator's  hectoring  voice. 

"The  March  of  Time!"  begins  each  ftern  afsault. 

Implying,  fomehow,  that  'tis  all  your  fault, 

Norway  and  Sweden,  Belgium  and  Holland, 

The  State  of  Auftria,  the  fate  of  Poland, 

'Tis  all  the  fame  from  China  to  Peru — 

Each  crifis  an  excufe  to  bully  you. 

Till,  deafenetl  by  this  awful  voice  of  doom, 

^'ou  can't  remember  who  ditl  what  to  whom. 


See  from  beneath  yon  corrugated  fheds, 
Barrage  Balloons  tofs  up  their  lovely  heads, 
See  how  they  twift  and  turn,  as  if  bewitched. 
And  get  the  ropes  effectually  bitched. 
See  Aircraftsmen  look  up  as  if  in  prayer, 
And  fee  their  lips  move  as  they  curfe  and  fwear.  .  . 
Plane  chafes  plane,  with  pilot  pilot  vies, 
Streaking  like  God  knows  what  acrofs  the  skies.  .  . 

■N.B.  Ftir  aifrh  rhumc^  /'o/ic  frpqitcnfiij  hfui  liin  licei(.'<e 
ctKloraefl,  while  the  lo}}fj  .s  sometimes  landed  him 
in  yaol.  R.F. 


Laft,  the  Balloons,  with  elephantine  grace. 
Slowly  arife,  and  take  the  appointed  place; 
An  airy  rampart,  filent,  deadly,  new. 
Watched  by  the  men  of  Squadron  992. 

And  now  let  us  afsume  the  ftyle  fublime. 
And  turn  this  film  into  a  march  of  time. 


Firft,  cut  the  film  up  into  little  bits, 

Say,  ten  foot  each  (or  more,  if  time  permits) 

Cut  all  the  quick  bits  in  among  the  flow, 

Juft  to  make  fure  the  finifhed  film  will  "go". 

Add  liberally  the  beat  of  marching  feet. 

Without  which  march  of  time  is  not  complete. 

Bring  in  fome  famous  lawyer  or  phyfician, 

Or  in  this  cafe,  perhaps,  a  politician. 

Or  better  ftill,  go  down  the  Cotton  Belt, 

Record  a  fpeech  by  Prefident  Roofevelt, 

Saying  Democracy  muft  be  refpected. 

And  that  the  Forth  Bridge  ought  to  be  protected. 

And  now,  although  the  fillim's  back  is  broke. 
The  commentary's  to  be  writ  and  fpoke: 
Avoid  the  eafy  ftyle  of  normal  fpeech — 
The  commentary  fhould  appear  to  preach. 
Fiddling  the  bow,  inftead  of  bowing  the  fiddle. 
Begin  each  sentence  fomewhere  in  the  middle. 
Laftly,  record  the  whole  in  menacing  tones. 
Uttered  by  old  Raw-Head-and-Bloody-Bones. 

Now   with   bewiKlring   fpeed   fcene   follows  fcene. 
Chafing  each  other  off  the  filver  fcreen — 
Battlefhips,    gangways,    troops,    trains,    guns    and 

tanks. 
Plenty  of  fentry-go  and  marching  ranks. 
With  mufic,  fhouting,  roars  of  guns,  applaufe. 
Sans  point,  fans  punctuation  and  fans  paufc. 
And  as  the  en-title  vanifhes  away. 
The  audience  ftaggers  out  into  the  day. 
All  fense  confuted,  one  fact  alone  left  plain — 
That  they  have  feen  the  march  of  time  again. 

Thus  is  achieved,  in  perfect  repetition. 
An  accurate  copy  of  laft  month's  edition ; 
Wherein  the  engaging  paradox  we  find — 
Time,  marching  on,  leaves  march  of  time  behind. 

A.  POPE 

R.  FERGUSON 


WORDS    BY    Alexander    Pope. 
G.P.O.    Film    Unit. 


TUNE    \^\'    Russell  Feri^iisoii.      S(jLIADRON    99^ 
MARCH    OF    TIMF.    Several    I. ^ sues 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^ 

PART   II   •    THE   STORY    OF 
NICKEL   TOLD   IN   FILMS 


•  Many  industrial  concerns  are 
engaged  in  wide  scale  motion  pic- 
ture activities.  The  International 
Nickel  Company  probably  is  among 
the  first  of  these  in  the  extent  of  its 
program,  one  which  has  been  built 
step  by  step,  very  carefully  planned 
and  consummated. 

The  company's  production  opera- 
tions are  widely  scattered.  They  are 
located  in  the  United  States.  Canada 
and  the  British  Isles  with  potential 
markets  covering  the  world.  The 
company  is  essentially  a  producer 
of  raw  materials  and  reaches  the 
consumer  with  only  a  few  products 
in  which  the  use  of  nickel  and 
nickel  alloys  can  be  easily  recog- 
nized, such  as  Monel.  rolled  nickel. 
Inconel.  "Z"  Nickel,  other  high 
nickel  alloys  and.  in  addition,  those 
in  the  precious  metals  grou|). 
platinum,  iridium  and  palladium. 

The  problem,  therefore,  is 
essentially  one  of  education.  Thus, 
its  basic  approach  differs  from  that 
of  other  large  ])roducers  of  metals 
and  of  manufacturers  of  consumer 
eipiipment. 

The  first  nickel  motion  picture 
\vas  made  largely  for  record.  It  had 
its  inception  more  than  16  years 
ago  when  the  new  rolling  mill  at 
Huntington.  West  Virginia,  was 
placed  in  operation.  However,  it 
was  this  picture  which  led  in  1926 
lo  an  organized  and  planned  picture 
program. 

The  first  picture  in  this  program 
was  released  to  coordinate  with  and 
supplement  an  advertising  cam- 
paign in  consumer  publications. 

Up  to  this  time  markets  for  nickel 
and  Monel  generally  were  confined 
to  industrial  fields.  Advertising, 
while  extensive,  had  been  chiefly 
limited  to  trade  and  technical  pub- 
lications and  then  it  was  decided 
ihat  the  consumer  market  held  real 
apporlunities  for  wliite  metal  prod- 


ucts.    Accordingly    the    advertising 
campaign  was  widened. 

The  first  problem  that  faced  the 
advertising  department  was  familiar- 
izing the  general  public  with  Monel. 
Although  this  was  an  accepted  metal 
of  industry,  it  was  little  more  than 
a  name  to  the  man  in  the  street  ami 
an  untried  product  to  the  woman  in 
the  home. 

Not  oidy  the  consuming  public 
had  to  be  educated,  but  also  the 
dealers  serving  that  pid;dic.  To  meet 
this  situation,  which  seemed  to  re- 
quire another  vehicle  in  addition  to 
the  white  space  used  nationally,  a 
two-reel  silent  film  was  jjroduced. 

This  picture  was  titled.  The  Story 
of  Moni'l  Metal.  It  was  presented 
chiefly  to  the  manufacturer  of  and 
dealer  in  consumer  products.  It 
told  what  Monel  is.  how  it  is  pro- 
duced and  what  its  typical  indus- 
trial uses  are.  First  showings  were 
at  dealer  meetings,  and  gatherings 
of  manufacturers"  associations  and 
customers'  salesmen.  In  other  words 
its  audiences  were  obtained  largely 
"through  the  trade." 

This  type  of  picture  circulation 
was  followed  for  two  years.  The  re- 
sponse lo  these  showings  was  found 
to  be  such  that  the  po.ssibilities  for 
widening  the  distribution  were  fully 
considered  and  approved.  The  pic- 
ture was  revised,  re-edited,  a  sound 
track  added  and  released  for  the- 
atrical showing  so  that  it  would 
reach  a  larger  consumer  audience. 
The  sound  and  silent  versions  of 
this  film  were  also  offered  to 
schools,  technical  societies,  indus- 
tries, churches  and  other  non- 
theatrical  outlets. 

In  1934  because  of  the  reaction 
to  and  the  success  of  the  first  film 
for  national  distribution,  another 
one-reel  sound  picture,  essentially 
designed  for  theatrical  distrilnition 
was  produced.    This  picture  tied  up 


BY  H.  S.  ARNOLD,  TECHNICAL  ASSISTANT  TO  THE 
VICE-PRESIDENT,  THE  INTERNATIONAL  NICKEL  CO.,  Inc. 


Number  Sin 


I'UU 


Ttic   industrial  motion  pictures  produced  jor   The  International  Nickel   Company 

ore   itn'oriably  straighlfonvord   and  tUoronfih   technical  presentations  of   the  pro- 

thnlinn  and  use  of  the   ntclal  prodncls 


Scenes  like  these  typical  stills  from  a  recent  Inicrnational  .\'tckel  motion  picture 
help  to  tell  the  story  of  Nickel  lo  the  thousands  of  technical  c/roups  and  lo  pros- 
pectii-e  users  of  the  product  before  ivhom  showiuiis  are  held  thrnucjhoul  the  zvorld. 


A    lolal   circulalion   of   more   than   si.rly   million   persons  has   been  achieved   by 
hvenly-four  films  shoitm  throntjh  the  facilities  of  national  distribution  in  theatres 

and  before  i/ronp  audiences  and  employees  Ihrouiihoul  the  world. 


*i^lmm ' 

^  .  -  '^^•^SS^  .;  . 

^^^^^^«ih£^9 

- 

-^»m*- 

If  fi 

(he  modern  Monel  kitchens  and 
Monel  household  equipment  with 
the  movement  being  pushed  for  bet- 
ter housing. 

This  subject,  titled.  There's  Only 
One,  carefully  prepared  and  with  a 
special  musical  score,  presented  a 
very  interesting  travelogue  of  The 
National  Capitol — Vlashinglon. 
D.  C. — into  which  the  kitchen  story 
was  entertainingly  worked. 

During  the  season  of  1933-34  a 
one-reel  sound  picture.  Nickel 
Tales  was  released  by  The  Interna- 
tional Nickel  Company  of  Canada. 
Ltd..  to  theatres  throughout  the 
Dominion  of  Canada.  This  picture 
presented  the  methods  of  mining, 
smelting  and  refining  of  ore  and  the 
importance  to  the  "Dominion"  of 
the  "Nickel"  industry.  This  film 
was  presented  to  audiences  in  90 
percent  of  the  theatres  throughout 
Canada. 

Following  the  acceptance  of  this 
subject,  the  advantage  of  using 
motion  pictures  to  do  a  public  rela- 
tions job  became  apparent  and  two 
additional  pictures.  The  Story  of 
Nickel  and  This  Changing  World. 
were  produced  and  distributed  in 
order  that  Canadians  might  become 
better  acquainted  with  the  import- 
ance of  one  of  their  major  indus- 
tries and  the  locations  of  Nickels 
World  markets. 

Each  of  these  sulqects  received 
the  same  favorable  audience  reac- 
tions as  did  the  first  pictures.  They 
were  also  used  as  an  aid  to  em- 
ployee relationship  in  special  show- 
ings to  approximately  9.000  com- 
pany employees  in  Canada. 

The  value  of  the  two  educational 
films  released  in  the  United  States 
had  been  established  and  a  third 
was  produced  in  cooperation  with 
the  United  Slates  Bureau  of  Mines. 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH^ 

I        UVRING  a  period  oj  over   16  years.    The   International   Nickel  § 

g       Company.   Inc..   has   produced   24   separate  films   jor   theatrical  = 

B       and  non-theatrical  distribution.    .4s  a  result  oj  this  extensive  pro-  S 

g       gram,   the   company   has   been   able  to   determine   definitely,   that  M 

g       motion   pictures  liave:  M 


^  1-    Been    educational    from    an 

p  inter-organization  standpoint. 

M  2.    .\ide(l  public  relations  efforts 

m  in    the    United    States    and 

g  Canada. 

=  3.    Improved  the  general  public's 

M  understanding    of    the    com- 

=  pany  and  its  products. 

g  4.    Added   to  company  prestige. 

g  .5.    Helped    sales    promotion    by 

g  taking  the  story  of  company 

g  products    to    its    customers. 


a  two-reel  silent  picture,  titled.  The 
.'"'lory  of  Nickel. 

The  definite  favorable  reaction  to 
the  educational  and  entertainment 
value  of  the  company's  pictures, 
(each  one  strictly  free  of  overt  ad- 
vertising material),  had  reached  a 
point  of  recognition  by  theatre  man- 
agers and  theatre  audiences  so  that 
an  increased  demand  became  appar- 
ent for  more  such  subjects.  Because 
of  this  theatrical  acceptance  and 
opportunity,  additional  pictures 
were  authorized. 

The  picture.  Heritage,  was  pro- 
duced and  released  first  to  the  the- 
atres and  later  for  non-theatrical 
showings.  This  was  followed  by 
an  American  version  of  This  Chang- 
ing W orld.  a  picture  which  took 
months  to  produce,  and  had  a  spe- 
cial music  score  rendered  by  a 
28-piece  symphony  orchestra  with 
Lowell  Thomas  as  the  narrator. 

During  these  years  the  company's 
master  negative  film  library  had 
grown  to  be  rather  extensive.    How- 


K.  Presented  the  story  of  nickel 
and  nickel-alloys  to  its  own 
employees,  to  groups  of  en- 
gineers, technical  societies, 
schools  and  college  faculties. 

7.  Educated  the  general  public, 
men,  women  and  children 
that  "Nickel"  is  after  all, 
much  more  than  just  a  five- 
cent  piece. 


ever,  there  still  were  many  import- 
ant activities  and  process  methods 
which  were,  as  yet  not  recorded. 
Therefore,  in  1937.  authorization 
was  issued  to  produce  a  picture 
record  of  all  company  operations  in 
the  British  Isles. 

It  took  many  months  of  planned 
work  to  complete  this  additional 
negative  from  which  six  individual 
picture  subjects  were  prepared  and. 
until  the  war.  used  extensively 
throughout  Great  Britain  for  inter- 
organization    and    group    showings. 

Though  the  company  maintains 
no  plants  in  France  it  does  co- 
operate with  a  French  Bureau  of 
Information  on  "Nickel"  and  late 
in  1937  a  two-reel  silent  picture 
with  the  titles  in  French  was  pre- 
pared for  showing  at  the  Paris  Ex- 
position and  later  used  by  the  Bu- 
reau's representatives  for  presenta- 
tion to  selected  groups. 

One  important  economical  fea- 
ture of  the  company's  entire  picture 
plan   has   been    its   unusual   picture 


negative  library  to  which  reference 
has  been  made.  This  negative 
library  not  only  is  a  definite  record 
of  company  activities,  processes  and 
properties,  but  it  makes  possible  the 
preparation  of  many  special  films 
without  it  being  necessary  to  take 
the  time  or  go  to  the  expense  of 
photographing  special  scenes  for 
each  such  picture.  The  library  has 
been  kept  up  to  date  and  where  ex- 
tensive changes  in  properties  or 
processes  have  been  made,  addi- 
tional pictures  have  been  taken. 

All  told.  24  separate  films  have 
been  produced.  Of  these  24  sub- 
jects seven  were  especially  produced 
for  theatre  circulation  and  each. 
when  the  theatre  distribution  had 
lieen  completed,  was  made  available 
for  the  non-theatrical   field. 

Recently  the  high-lights  of  the 
"Nickel"  industry  and  organization, 
here  and  abroad,  were  presented  in 
a  special  picture  subject,  titled 
Nickel  High-Lights.  This  jiicture 
was  prepared  primarily  for  inter- 
organization  showings.  However, 
the  requests  for  this  subject  have 
been  so  great,  that  it  has  been  made 
available  for  showings  before  col- 
leges, high  schools,  engineering,  in- 
dustrial and  technical  groups. 

Accurate  records  of  showings  of 
all  pictures,  whether  to  a  theatrical 
or  non-theatrical  audience  have  been 
kept.  This  record  is  compiled  by 
means  of  a  rigid  audit  system  and. 
therefore,  the  company  is  at  all 
times  fully  informed  as  to  the  audi- 
ences it  reaches  and  their  reaction. 
From  this  carefully  controlled  sys- 
tem of  audits  and  reports  it  has  been 
shown  definitely  that  the  company's 
motion  pictures  have  been  seen  by 
a  total  audience  equivalent  to  more 
than  one-half  of  the  total  popula- 
tion in  the  L'nited  States. 


Xitl^cl  films  show  the  muny  a/'plicalimts  oj  Ihc  Company's  products:  here  n  yiaiil 
I'ltileil    .-Urlines    Irausport    plane    is    equipped    with    eorrosioit-resistant    liiconel. 


In  the  lionie.  .Monel  Metal  lends  protection  and  histiiu/  beauty  to  the  cabinet  sink, 
range   fop  and  hood  and  for  the  table  top  shoion  in  the  foreground  of  this  scene. 


[24] 


Business  Sckkf.n 


•  There  is  a  rich  am!  fallow 
lielil  for  film  production  in  public 
health.  Each  day  new  information 
is  being  brought  out  by  medical 
and  health  researchers.  Informa- 
tion already  at  hand  is  not  widely 
distributed  among  the  people.  For 
those  who  would  use  their  advertis- 
ing media  to  serve  the  public  wel- 
fare, here  is  an  area  in  which 
genuine  service  can  be  rendered. 

Public  health  nursing  is  one  field 
in  which  good  films  are  needed. — 
films  that  will  portray  not  so  much 
the  skills  and  techniques  of  nurs- 
ing as  the  social  contribution  of  the 
public  health  nurse  who  is  at  times 
mother  and  father  to  the  whole 
communitv.  We  need  to  show  that 
the  public  health  nurse  is  at  the  call 
of  all  of  the  population  and  that 
her  services  are  as  valuable  to  the 
fortunates  who  have  incomes  as  to 
the  unfortunates  who  have  none.  \ 
photogenic  subject,  if  ever  there 
was  one.  and  a  profession  already 
a\vare  of  its  need  for  films  of 
popular  interest,  await  public 
minded  persons  who  ^^■ish  to  finance 
.such  productions. 

Nutrition  is  another  field  in 
which  many  films  could  be  pro- 
duced. Modern  vitamin  experimen- 
tation and  the  possibilities  in  vita- 
min therapy  would  be  fascinating 
subjects  and  \vould.  no  doubt,  find 
a  large  theatrical  audience.  Prob- 
lems of  buying  in  relation  to  in- 
come, the  use  of  a  food  dollar,  are 
also  of  great  interest  to  consumers 
who  worry  daily  about  the  content 
of  the  family  diet  in  relation  to  the 
contents  of  this  weekly  pay  check. 
The  Huxley  supervised  Enough  to 
Eat  might  be  an  interesting  model 
for  an  American  film  to  follow. 
There  is  yet  to  be  produced  the  nu- 
trition film  that  will  deal  with  the 
psychology  of  over  and  under  eat- 
ing. .\nd.  in  connection  with  the 
same  topic,  the  development  of  food 
tastes  and  habits  in  children  would 
be  of  intense  interest  to  parents. 

Sanitation  and  control  of  epi- 
demic diseases  also  have  much  con- 
tent not  yet  exploited  in  film.  Flu 
and  streptococcus  infections  are  be- 
ing passed  around  by  a  well  mean- 
ing and  innocent  public  that  does 
not  act  in  its  own  best  interests. 
The  toll  of  the  common  cold  is  now 
of  a  magnitude  that  commands 
worried  attention  of  public  health 
officers.  Malaria  control  is  at  our 
fingertips  but  ignorance  of  the  fact 
that  one  man's  mosquito  mav  be  an- 
other man"s  malaria  has  reduced 
the  effectiveness  of  thrilling  work 
being  done  by  public  health  oflicers 
in  the  malaria  belt  of  our  South 
Central  states.  Pellagra  has  now 
yielded  to  nicotinic  acid  but  pel- 
lagra  prevention,   so   easily   within 


A    BUSINESS    SCREEN    EDITORIAL   SURVEY 


I:  FILMS  l\  PIBLIC  IIEUTII 

By   ALICE   V.  KELIHER 

Commission     on     Human     Relations 
Progressive     Education     Association 


our  reach,  awaits  public  enlighten- 
ment. Pollution  still  troubles  manv 
communities  needlessly. 

Accident  control  is  now  one  of 
the  major  concerns  of  many  health 
agencies  (and  the  insurance  com- 
panies, too!)  Home  safety,  simple 
safeguards  for  the  home  to  prevent 
slipping  in  the  bathtub,  electrocu- 
tions,  severe   burns,   falls   on   dark 


stairs   and    the    like,    are    known    to 
some  but  not  to  enough. 

We  could  go  on  with  the  rich 
contents  of  the  field  in  which  all  of 
us  are  naturally  concerned.  The 
important  thing  is  not  so  much  what 
is  to  be  done,  as  how  and  by  whom. 
Films  cost  money,  and  good  films 
cost  more  than  bad  films.  \^  ith  an 
increasing  p  u  b  1  i  c  discrimination 


A  TYPICAL 
SAFETY  FILM 

• 

"Saving  Seconds" 
sponsored  by  the 
Aetna  Life  Affil- 
iated Companies 
shozvs  hoic  acci- 
dents happen  and 
hozv  they  can  be 
avoided. 


ATTENDANCE  REPORT:  .^ETNA'S  SAFETY  EDUCATIONAL  FILMS 

The    following   are   the    shelving 

and   attendance 

figures    on 

Aetna    Casualty    &    Surety    Compan 

v's    safety   and 

educational 

films  from  their  release  dates  to 

Jan 

uary  1.  1940: 

No.  Showings 

Attendance 

"Saving  Seconds" 

Sept.,  1934.  to  Jan.  1.  1940 

42.782 

16.128.558 

"The  Bad  Master" 

Mav.  1935.  to  Jan.  1.   1940 

15.579 

4.567.220 

"The  Trlck  and  the  Driver" 

Jan..  1937.  to  Jan.  1.  1940 

3.140 

933,364 

"Sounding  the  Alarm"' 

Feb..  1937.  to  Jan.  1.  1940 

8.066 

3,511.203 

"Sentinels  of  Safety" 

June.  1937.  to  Jan.  1,  1940 

8.227 

3,165.858 

"Emergency  Treatment 

for  Fr\ctires" 

Oct..  1937.  to  Jan.  1.  1940 

290 

19.320 

"LeariN  to  Live" 

May.  1938.  to  Jan.  1.  1940 

2.046 

1.057.513 

"\^ORD  Magic" 

July  1.  1938.  to  May  1.  1940... 
TOTALS:    

417 

47,538 

80.547 

29.430.574 

about  films  and  an  increasing  con- 
sumer sensitivity,  nothing  less  than 
good  films  will  be  accepted.  Films 
that  are  glaringly  direct  advertising 
are  now  not  only  suspect,  but 
banned  in  many  educational  film 
libraries.  Films  that  are  badly 
made,  that  are  not  much  more  than 
illustrated  commentaries  are  also 
spending  inactive  hours  on  storage 
shelves.  But  good  films  are  con- 
stantly in  demand  by  schools,  clubs, 
youth  organizations  and  all  kinds  of 
groups.  Investment  in  films  de- 
signed to  serve  the  public  welfare 
and  presented  in  the  best  possible 
production  techniques  is  a  wise 
means  of  inviting  public  good  will. 

The  example  of  the  Associated 
Gas  Industries  in  Britain  during  the 
hey  day  of  its  Documentary  move- 
ment is  a  good  one  to  cite  here.  A 
large  pool  of  money  was  put  up  to 
produce  a  program  of  films.  One 
of  these  films.  Smoke  Menace, 
obviously  was  designed  to  increase 
the  use  of  gas  in  preference  of  raw 
coal  as  a  means  of  eliminating 
harmful  smoke  and  smog.  The 
others,  however,  had  nothing  to  do 
with  the  consumption  of  gas.  One 
was  on  Housing.  Another  was 
Enough  to  Eat.  In  other  words  the 
Gas  Industries  made  a  gift  to  the 
public  in  the  form  of  education 
through  Documentary  Films.  These 
films  enjoyed  quite  wide  distribu- 
tion in  theatres  and  educational  cen- 
ters as  compared  with  the  distribu- 
tion of  films  in  this  country. 

The  American  public  is  increas- 
ingly aware,  and  properly  so,  of 
false  advertising  and  violation  of 
consumer  interests.  They  are  also 
apt  at  smelling  out  offensive  propa- 
ganda. The  wise  sponsor  will  not 
attempt  to  conceal  advertising  of 
his  wares,  nor  will  he  continue  a 
level  of  direct  advertising  aimed  to 
appeal  to  the  assumed  but  undoubt- 
edly underestimated  "child  mind" 
of  the  American  public.  He  will  see 
his  own  interests  served  best  as  he 
serves  the  public.  If  he  will  spon- 
sor financially  and  help  create  a 
vigorous  Documentary  Film  move- 
ment in  the  interests  of  preserving 
and  promoting  our  Democracy,  he 
will  open  the  channels  of  public 
good  will. 

But.  to  do  this,  he  must  place  his 
film  program  in  the  hands  of  profes- 
sional groups  who  have  messages  of 
value  to  the  public  and  producers 
to  whom  the  development  of  our 
Democracy   is   of   first   importance. 

Films  in  public  health  are 
"naturals"  and  are  much  needed  in 
all  forms  of  health  education  today. 
Those  interested  in  securing  public 
good  will  through  this  channel  will 
find  means  to  promote  the  film 
as   an   important   social    document. 


Number  Six     •     1940 


[25] 


HY  DONALD  I'..    \HMSTR()Nn,  V.  D. 


"Man    .'liiainst    Microbe"    shotcs    the    ceaseless    battle    of    scieiiCL' 


St    disc 


2 :  Health  &  Safety  Films 
of  the  Metropolitan  Life 
Insurance  Company 


•  The  welfare  divisioiN  of  the 
Metropolitan  Life  Insurance  Com- 
pany produces  and  distributes,  free 
of  charge,  motion  picture  films  pri- 
marily for  use  in  the  health  and 
safety  programs  of  State  and  local 
health  deparlnients.  schools,  social 
and  welfare  organizations,  service 
clubs,  police  departments.  safet\' 
councils  and  similar  adult  groups. 
All  charges  incurred  in  transport- 
ing films  to  and  from  exhibitors 
are  borne  by  the  Company. 

Since  1922  when  One  Scar  or 
Many  —  a  film  on  smallpox  —  was 
released,  nearly  95,000.000  individ- 
uals have  seen  Metropolitan  Life 
Insurance  Company  films,  which 
are  an  integral  part  of  the  Com- 
pany's whole  program  of  health 
and  safety  education.  The  primary 
purpose  of  this  program  is  to  give 
information  to  the  Company's 
policyholders  on  the  prevention  of 
accidents  and  of  the  diseases  re- 
sponsible for  a  high  mortality  rate 
— especially  those  for  which  spe- 
cific preventive  measures  are  now 
available.  In  the  case  of  motion 
pictures,  however,  subjects  already 
adequately  covered  by  national  or- 
ganizations, such  as  tuberculosis 
and  cancer,  are  eliminated  to  avoid 
duplication  of  effort. 

The  other  materials  used  by  the 
Company  in  its  extensive  education- 
al program  include  popular  pamph- 
lets on  various  phases  of  health  and 
safety,  which  are  distributed  prin- 
cipally   by    the    Company's    repre- 


^H)NCE  UPON 
A  TIME" 

rfji 

ntj 

tfSirf^ 

'V^'^'^- 

^n* '  ^ 

*Mcti-ol'(ilitaii'.^ 

jAflfyi 

^f^^Hfli 

mm^fa 

1     *♦' 

animated    cartoon 

rWwi^ 

^^^''^^^H 

^-..-i^TlUKH 

ftk 

has    been    shmcn 

^^^M 

I^9H 

if  ~  w  "jy 

Eitf 

to     )iiillions     '•! 

mvf^ 

T'^^'J    aI 

Bb 

s  c  h  ool     chililrcii 

fl  .|W 

Bi^^^Hl 

V|H 

ami    adults;    is   a 

■k^B 

■^^^n 

Ka 

(^rizc-ivinnimf  con- 

^^H| 

^™ 

^■^ 

tribution     to     the 

^^^^ 

1 

^K* 

cause  of  hic/lnvay 

^14 

wt 

^^^ 

safety    and    acci- 

^^* 

i 

^^B 

dent    prevention 

i 

^^^ 

lis    fio^nlarify    is 

1 

^^ 

undiminished  after 

years      of      use 

sentatives.  The  pamphlets  are  also 
made  available  to  schools  and  to 
official  and  voluntary  heaUh  and 
welfare  agencies.  Special  health 
publications  and  exhibits  for  lay 
and  professional  groups  are  pre- 
pared from  time  to  lime. 

The  films  produced  by  the  Com- 
pany, besides  One  Scar  or  Many. 
included  W  orking  for  Dear  Life. 
on  the  periodic  health  examination; 
New  Ways  jor  Old,  on  diphtheria. 
later  revised  under  the  title  Con- 
quest of  Diphtheria;  Too  Many 
Pounds,  on  overweight;  Man 
Against  Microbe,  episodes  in  the 
story  of  man's  fight  against  com- 
municable disease;  Once  Upon  a 
Time,  a  cartoon  on  street  and  high- 
way safely;  and  A  Neiv  Day,  on 
pneumonia. 

Al  ibis  wriling  three  films.  A  New 
Day,  Man  Against  Microbe,  and 
Once  Upon  a  Time,  are  available 


'tropolilun    Life   Insurance   Company 

connection  with  approved  health 
and  safety  education  programs  and 
that  they  are  a  part  of  the  Metro- 
politan s  program,  they  are  distrib- 
uted mainly  through  the  Film  Bu- 
reau of  the  Company.  An  exception 
in  this  policy  is  made  in  the  case 
of  the  National  Board  of  the  Young 
Men's  Christian  Association,  and 
with  schools,  universities,  museums, 
health  departments,  public  health 
associations,  and  safety  councils, 
that  maintain  film  libraries  with 
actively  supervised  loan  services. 
Metropolitan  films  are  loaned  for 
a  limited  period  with  the  provision 
that  each  print  will  be  shown  on 
an  average  of  twice  a  week. 

Because  of  the  increasing  interest 
in  visual  education  and  the  conse- 
quent increase  in  the  number  of 
motion  picture  projectors  in  use, 
many  new  opportunities  are  open- 
ing for  film  showings.  But  the 
value  of  film  showings  themselves 
is  greatly  enhanced  if  they  are  in- 
tegrated with  other  educational 
media  in  a  well  planned  program. 

♦  Two  prize-winning  safety  films 
typify  the  spirit  of  unselfish  serv- 
ice which  this  type  of  production 
represents  in  American  industry. 
fTV  Drivers,  the  widely-shown  one- 
reel  subject  for  General  Motors  by 
the  Jam  Handy  organization  won 
the  National  Award  for  the  out- 
standing contribution  to  safety  in 
19S6.  Third  in  a  series  of  semi- 
altruistic  object  lessons  in  motor- 
ing safety  produced  for  the  Ply- 
mouth Division  of  the  Chrysler 
Corporation  by  \^'ilding  is  the  pop- 
ular   film     Tlie    Chance    to     Lose. 


"A    Nezi'    Dav"    is    a    tcii-ininnlc    short    on    f'linininitiit    rnnlrnl    and    prevention 


Third    .issistant    Vice-President,    M 

in  16-mm.  and  35-mm.  sound  ver- 
sions for  non-theatrical  showings. 
Theatre  prints  may  be  had  of  the 
pneumonia  film,  for  use  in  connec- 
tion with  State  and  local  health  de- 
partment pneumonia  control  pro- 
grams; and  of  the  safety  film  in 
technicolor,  for  educational  drives 
sponsored  by  police  departments. 
safety  organizations,  and  other 
groups  interested  in  the  subject. 
Although  there  is  still  a  consider- 
able demand  for  silent  films,  re- 
([uests  for  sound  pictures  are  in- 
creasing steadily.  The  silent  films 
are  gradually  being  withdrawn 
from  circulation  as  they  become  out 
of  date. 

Metropolitan  films  are  used  prin- 
cipally in  schools  and  theatres. 
During  the  past  few  years,  an  an- 
nual average  of  25.000  showings  to 
over  3.600.000  school  children  has 
been  maintained;  in  theatres,  about 
20.000  showings  have  been  given 
to  7.000.000  individuals  each  year. 

In  order  to  make  reasonably  cer- 
tain   that    the    films    are    used    in 


[26] 


Business  Screen 


Roilroad 


Ci^-ler  Corporation 


presK"" 

IHRllLS  tor  X0\) 


F^iedenU 


'HMMWSIOK 


AT   SAN   FRANCISCO  ... 

i^  Early  ffils  year  the  executives  of 
the  Pennsylvania  Railroad  were  looic- 
Ing  for  an  additional  attraction  for 
their  exhibit  at  the  Golden  Sate  In- 
ternational Exposition  that  would  draw 
crowds,  entertain  and  at  the  same 
time  sell  railroad  transportation. 

"Thrills  for  You"  is  exactly  what  the 
title  implies.  Its  three-dimensional 
realism  surpasses  anything  hitherto 
seen  on  the  screen.  You  see  a  giant 
locomotive  swung  in  mid-air  by  a  250- 
ton  crane  in  the  huge  Altoona  Works; 
you  ride  with  the  engineer  in  his  cab 
over  the  great  four-track  main  line, 
passing  speeding  freight  and  passen- 
ger trains. 

Three-dimensional  Interiors  of  the 
ultra-modern  cars  of  such  trains  as  the 
Broadway  Linnlted  and  Trail  Blazer  on 
their  regular  runs  impress  the  audience 
with  the  luxury  and  comfort  of  rail 
travel. 

This  picture  completely  does  the 
job  the  Pennsylvania  expected  it  to  do. 


IHE  SmnD  OUT 
PICTURES  RT 

TWO 

ORLD  FRIRS! 


/%GAIN,  as  in  1939,  Loucks  and  Norling  productions 
are  audience  favorites  at  America's  biggest  advertis- 
ing shows. 

The  Chrysler  and  Pennsylva:iia  films  both  played  to 
capacity  audiences  on  opening  days  and,  steadily  ever 
since,  have  hung  up  attendance  records  that  establish 
a  new  concept  of  what  advertising  films  really  can  do. 

Loucks  and  Norling  films  are  not  only  first  in  photo- 
graphic achievement,  they  reflect  showmanship  and 
creative  ability.  "Color  Song,"  playing  at  Maison  Coty 
at  the  World's  Fair,  is  the  first  sound  Kodachrome  film 
in  which  optical  and  special  photographic  effects  have 
been  used  to  enhance  the  beauty  of  color. 

Loucks  and  Norling  films  entertain  and  sell  whether 
the  sponsor's  product  be  motor  cars,  railroad  trans- 
portation  or   perfume. 

Your  product  and  problem  may  be  different.  A  letter 
or  a  telephone  call  will  start  us  thinking  and  planning 
for  you. 


AT  THE  NEW  YORK  FAIR  ... 

*  Throughout  the  1940  season  the 
greatest  film  attraction  of  the  Fair 
will  be  "New  Dimensions,"  Chrysler 
Motors'  sensational  new  all-Technicolor 
three-dimensional  sound  motion 
picture. 

Entirely  original  in  treatment  and 
In  production  elements,  "New  Dimen- 
sions" achieves  the  ultimate  in  enter- 
tainment and  thrills.  The  beauty  of 
Technicolor,  the  charm  of  the  musical 
score,  the  thrill  and  excitement  of 
three-dimensional  realism,  combine  to 
make  this  film  one  that  is  acclaimed 
by   critics   and    public   alike. 

The  number  of  people  to  see  "New 
Dimensions"  will  be  limited  only  by 
the  size  of  Chrysler's  beautiful  theatre. 
HHere  is  real  entertainment,  and  with 
It  the  audience  gets  an  effective  auto- 
mobile sales  story. 

This  picture  completely  does  the 
job  Chrysler  expected  it  to  do. 


PRODUCTION     SKILL     BACKED     BY    16    YEARS'    EXPERIENCE     MAKING    OUTSTANDING    INDUSTRIAL    FILMS 

LOUCKS  &  NORLING  STUDIOS 


245     West    55th     Street 


Telephone:     CO     5-6994 


New    York     City 


NuMBF.ii  Six     •     1910 


[27] 


HERE'S  HOW- 
MR.  INDUSTRIAL 
ADVERTISER! 

ye4.:  ^dm4.  Can.  Jfelfi 

• 

For  Example: 

DEMONSTRATE     YOUR     PRODUCT— 

A  colored  sound  movie  we  produced 
recently,  for  a  manufacturer  of  road 
machinery,  has  done  an  outstanding 
job.  This  company  is  now  having  us 
produce  a  film  on  another  line  of  ma- 
chinery. 

GET  NEW  DEALERS— A  steel  company 
is  getting  new  dealers  for  their  line 
of  roofing,  fencing  and  general  hard- 
ware supplies,  with  a  Burton  Holmes- 
produced  sound   slidefilm. 

TRAIN   WORKERS— A   manufacturer  of 
structural     glass    had    us    produce    a 
sound  motion   picture    to  train   instal- 
lation workers.    They  say: 
"It   is   doing   a   splendid    job   for  us." 

INTRODUCE     NEW    MODELS  —  During 

the  past  six  years  we've  made  several 
sound  slidefilms  annually  for  one  of 
the  largest  manufacturers  of  farm 
machinery.  Of  the  two  slidefilms  pro- 
duced so  far  this  year,  one  has  served 
vitally  in  introducing  a  new  model. 
The  other  is  overcoming  claims  of 
competitors. 

INCREASE  DIRECT  SALES  —  A  large 
coal  company  had  us  produce  a  sound 
motion  picture  showing  the  advan- 
tages of  their  washed  coal.  They  say: 
"There  is  no  other  way  in  which  we 
can  bring  to  our  customers  such  an 
accurate  and  interesting  account  of 
our    plant    and    processes." 


MOTION  PICTURES  —  SLIDEFILMS 


COLOR 


BLACK  &  WHITE 


BURTON  HOLMES 
FILMS,  INC. 

PRODUCERS    •    DISTRIBUTORS 
LABORATORY    SERVICE 

7510  North   Ashland  Ave.       •        Chicago 
Telephone:  ROGers  Park  5056 


HE  li\SPIRED  A  Umwm  FOR  EVE  SilFETV 

*;»c     Proteetion     Sliilfdhn     Ham-tl     »n     If.     tiuilbfrfs     Wwrk 


•  Hitherto  an  unsung  hero  save  to  those  for 
whom  his  unabating  efforts  have  protected  the 
precious  heritage  of  their  sight.  Harry  Guilbert. 
director  of  the  Bureau  of  Safety  and  Compen- 
sation of  the  Pullman  Company,  has  now  had 
his  work  extended  into 
farflung  fields  through 
the  recent  production 
of  a  sound  slidefilm. 
The  Eyes  Have  It. 

Mr.  Guilbert  has  been 
a  noted  campaigner 
for  eye  protection 
through  his  sponsor- 
ship of  the  now-famous 
Pullman  Company  rule 
requiring  all  Company 
employees  to  wear  gog- 
gles at  all  times  while 
on  duty.  This  manda- 
tory order,  placed  at 
the  entrance  of  all  re- 
pair shops  and  signed 
by  the  President,  makes 
no  exception  for  exe- 
cutives and  visitors.  As 
a  consequence,  the 
Pullman  (Aimpany  has 
spent  $25.1)00  in  two 
years  to  save  a  possi- 
ble $116,000  in  com- 
pensation, not  to  men- 
tion the  untold  grief 
and  suffering  of  the  in- 
jured employees.  In 
eleven  years,  only  one 
employee  of  the  Pull- 
man Company  has  suffered  a  disablin 
injury. 

It  is  this  message  of  successful  protection 
as  well  as  the  contrasting  story  of  carelessness 
and  accidents  which  The  Eyes  Have  It  portrays 
so  graphically.  Sponsored  by  the  National  So- 
ciety for  the  Prevention  of  Blindness.  50  \^  est 
50th  Street.  New  \ork  City,  prints  and  records 
are  made  available  to  all  classes  of  business. 
As  Mr.  Guilliert  says,  his  reward  will  be  amply 
paid  if  one  showing  were  to  save  the  sight  of 
a   single    individual. 

The  story  of  this  film  is  one  of  tragedy. 
^Tien  it  pauses  for  a  single  instant  to  permit 
the  audience  to  close  its  eyes  to  the  screen 
image,  the  recorded  voice  asks  how  it  would  feel 
to  lose  that  precious  vision  permanently.  Numer- 


/1/r.  Hurry  Guilbert,  Director  oj  the  bureau  oj 
Safety  and  Compensation,  The  Pullman  Company 


ous  instances  of  avoidable  and  seemingly  im- 
possible eye  accidents  are  pictured  and  described 
with  vivid  effect.  The  efforts  of  safety  director 
Guilbert  then  take  on  real  meaning. 

Showings  of  The  Eyes  Have  It  have  been  made 
before  emp  1  oyee  groups 
of  many  transporta- 
lion  and  industrial  con- 
lerns.  After  one  of 
them.  attended  by 
Worker  No.  441  of  the 
Sunnyside  \  ard.  Penn 
Terminal.  New  York 
City.  Mr.  Guilbert  re- 
ceived the  following: 

"I  had  the  privilege 
of  seeing  your  safety 
film  regarding  the  care 
and  protection  of  the 
eyes.  At  the  end  of  the 
twenty  minutes.  I  had 
a  feeling  far  greater 
than  that  I  had  ever 
had  after  viewing  a 
full  length  movie  .  .  ." 
Production  of  The 
Eyes  Have  It  was  un- 
der the  direction  of 
Harry  Lange  of  the 
Photo  &  Sound  Divi- 
sion of  Sarra,  Inc. 
(Chicago)  with  the 
especially  fine  photog- 
raphy an  outstanding 
feature  of  this  effective 
slidefilm. 


eye 


Provide      Pacific      Coast      Audiences 

♦  Through  the  facilities  of  ils  numerous  Paci- 
fic Coast  representatives  and  regional  offices 
in  Los  Angeles.  San  Francisco.  Portland  and 
Seattle.  Allied  Film  Exhibitors.  Inc..  announce 
the  classification  of  more  than  10. 000  consumer 
audiences  in  150  West  Coast  communities.  These 
are  located  in  the  states  of  Arizona,  Utah.  Ne. 
vada,  Idaho,  California,  Oregon  and  Wash- 
ington,   effectually     blanketing    the    far     west. 


DeVry  Expands  Personnel 

♦  The  DcVry  Corporation,  Chicago  projector 
manufacturer,  expanded  its  visual  education  ac- 
tivities this  month  by  adding  the  following  men 
to  their  already  large  list  of  visual  education 
specialists,  located  in  key  districts  from  border 
to  border  and  coast  to  coast:  J.  R.  Cagle,  De- 
catur, Georgia;  James  F.  Doyle,  Lisbon,  North 
Dakota;  J.  Maxwell  Gordon.  New  York  City; 
Wm.  S.  Hieber.  Atlanta.  Georgia;  Kenneth 
Page.  Chicago.  Illinois. 

A.  Peterson,  Nashville.  Tennessee;  Everett 
R.  Scherich.  Inland.  Nebraska;  John  T.  MoUoy, 
Chicago.  Illinois:  Geo.  Rovick.  Baltimore.  Mary- 
land; Ralph  Trinkhau,s.  Milwaukee.  Wiscon- 
sin: A.  A.  Vogel.  Manitowoc.  \^isconsin;  Wm. 
W.  Montgomery,  Chicago.  Illinois;  J.  E.  Walk- 
meyer.  Oklahoma  City.  Oklahoma;  U.  T.  Young. 
Marianna.  Florida. 

Just  Off  the  Press! 

♦  The  DeVry  Corporation,  1111  Armitage 
Avenue.  Chicago,  announces  the  publication  of 
a  new  completely  revised,  up-to-date  FREE 
FILMS  booklet.  A  bound  book,  56  pages  in 
length,  containing  over  1200  free  films  avail- 
able to  schools,  clubs,  churches.  CCC  Camps  and 
other  non-theatrical  film  users.  Price  with  order 
50c.    An   invaluable  booklet  to  free  film  users. 


[28] 


Business  Screen 


^ 


I 


J     m  \J 


SPECIALIST     IN     THE     PR  0  D  UCTI 
OF      SOUND       MOTION       P  I  C  T  U 

Jr'nvifma.  inauirn. 

THE  HIGHEST  QUALITY  MOTION  PICTURE  PRODUCTIONS 
AN    AUDITED    GUARANTEED    DISTRIBUTION   SERVICE 


^ 


ON     AND     DISTRIBUTION 
RES       FOR       INDUSTRY 


AN  OUTSTANDING  ROTHACKER 
CLIENT  IS 

The   International 
Nickel  Company,  Inc. 


Wf  INAUGURATE  A  NEW  SERVICE  IN  YOUR  INTERESTS.. . 

Without  any  obligation  on  your  part,  we  will  now  screen  your 
present  picture  and  submit  our  service  proposal. 

We  offer  you  a  guaranteed  national  or  zone  circulation  for  your 
motion  picture  message  throughout  the  theatrical  or  non- 
theatrical  field  or  both,  on  an  audited  basis. 

This  service  is  available  to  you  not  only  in  the  United  States,  it  is 
available  throughout  the  Dominion  of  Canada  as  well. 

Through  this  service,  your  picture  message  can  be  exhibited  to 
some  10,000,000  men,  women  and  children  consumers,  in  the 
course  of  six  months'  time. 

A  vast  audience  is  also  available  through  our  non-theatrical  service 
in  the  United  States  and  the  Dominion  of  Canada. 

Rothacker  pictures  are  planned,  produced  and  circulated  with 
the  same  skill  and  thoroughness  as  the  best  national  publications 
used  by  careful  buying  advertisers. 


"Nickel"  picture  subjects  produced  by  us, 
and  with  distribution  through  our  audited 
guaranteed  circulation  service,  have  been 
presented  to  over  .  .  . 

70,000,000     PEOPLE 


United  States  Distribution  in  8,000  theatres, 
— through  our  permanent  exchanges 

•  •     • 

Guaranteed  theatre  distribution  throughout 
the    Dominion    of    Canada 

•  •     • 

Because  there  are  thirty  years  of  practical 
and  technical  experience  in  the  production 
and  distribution  of  high  grade  motion  pictures 
back  of  Rothacker,  you  are  well  assured  of 
satisfactory  results  when  you  use  our  service. 

•  •     • 

HOLLYWOOD 
PRODUCTION     AVAILABLE 


ROTHACKER 

7  29    SEVENTH    AVENUE     -     -     -         Cable  Address  "DUGROTH"         ■     ■ 

■     NEW    YORK,    N.    Y. 

Number  Six     •     1940 


[29] 


The  luxurious  lounge  of  the  Electric  Club  at  Twenty  North  Wacker  Drive 
has    become    a    traditionally    favorite    rendezvous    of    resident    executives 


Private    Dining    Rooms    on    the    Club    Floors   offer    convenient   conference, 
luncheon  or  dinner  facilities  just  a  few  steps  from  your  own  private  office 


UL  THE  SOCIAL  REOllIREMEITS  OF  BUSINESS 


Cooled  by  lake  breezes,  the  lounges  on  the  Club  Floors 
afford  a  spacious  and  comfortable  retreat  for  a  relaxing 
moment  away  from  the  tension  and  cares  of  the  business  day 


PLUS  THE  CONVENIENCE  AND  EFFICIENCY  YOU  DEMAND 
OF  YOUR  OFFICE  HEADQUARTERS   AT   20  NORTH   WACKER 

•  First  and  foremost  a  center  of  business  activity  where  the  leaders  of  many 
of  America's  foremost  business  organizations  make  their  office  headquarters 
in  Chicago,  Twenty  North  Wacker  Drive  also  affords  the  unequalled  ad- 
vantage of  exclusive  private  club  floors,  comfortable  club  dining  rooms  and 
private  meeting  rooms,  spacious  lounges  and  studio  theatres.  Just  a  few 
steps  from  his  private  office,  the  busy  executive  can  hold  an  important  con- 
ference or  enjoy  the  quiet  luxury  of  a  perfectly  served  luncheon.  For  all 
group  meetings  and  other  business  gatherings,  these  facilities  are  available 
during  the  day  or  in  the  evening.  Service  from  modern  completely-equipped 
club  kitchens  provides  a  large  selection  of  delicious  dishes. 

Other  Convenient  Service  Farililies: 
Fur  execulives  and  their  employees,  a  modern  public 
restaurant  witli  counter  or  table  service  is  also  available 
for  breakfast,  luncheon  or  dinner  service.  The  Opera 
BulTet  on  the  street  level  is  a  favorite  after-hours  ren- 
dezvous. Other  service  facilities  include  the  completely- 
equipped  building  barber  shop,  tailor  and  valet  and  the 
Safe  Deposit  Vaults  just  off  the  main  lobby. 


The  beamed  ceiling  and  walls  of  the  (Mub  Main  Dining 
Koom  gives  it  an  air  of  conifortal)le  relaxation  while 
guests   enjoy    a    most    delicious   and    \\ell-served    hnicheoti 


IN    THIS   SPAI:E    next  MONTH: 

♦  Tower  Offices  at  Twenty  North 
Wacker  Drive  Afford  a  Maximum 
of  Cooling  Comfort  Plus  All  the 
Conveniences  Obtainable  Only 
Through  the  Facilities  of  the 
Civic  Opera  Building. 


Address  All  Inquiries  to  the  Office  of  the  President,  Mr.  James  C.  Thompson 


AT  THE  CENTER  OF  CHICAGO   BUSINESS     •    THE   CIVIC   OPERA  BUILDIN5 

20  NORTH  WACKER  DRIVE 


1 


PREVUE: 


REVIEWING  THE  NEW   FILMS 


♦  Presented  hv  The  American 
Academy  of  Pediatrics,  and  spon- 
sored by  Mead.  Johnson  &  Com- 
|)any.  widely  known  manufacturers 
of  baby  foods,  is  a  recent  \^'il<Jing 
production  entitled  If  Iwn  fiohhy 
Goes  to  School. 

The  film  shows,  step  by  step, 
precisely  what  a  physician  does 
when  he  undertakes  the  complete 
physical  examination  of  a  child, 
and  explains  in  language  that  can 
be  comprehended  by  any  intelligent 
mother  just  what  each  lest  is  in- 
tended  to   disclose. 

Du  Pont  Promotes  Fair 

*  One  of  the  unusual  production 
assignments  recently  announced  was 
('astle  Films"  production  of  a  title- 
less, two-reel  talking  motion  pic- 
lure  for  the  Finishes  Division  of 
K.  I.  du  Pont  de  Nemours  &  (Com- 
pany. Scripted  around  du  Pout's 
I  ampaign  for  visualizing  and  em- 
phasizing the  importance  of  the 
"jiaint  .styling"  movement  to 
painters,  to  paint  dealers  and  to 
house  owners,  this  two-reeler  is  un- 
titled because  it  is  an  integral  part 
of  a  longer  movie  which  pictures 
ihe  du  Pont  exhibits  at  the  Worlds 
Fairs,  for  nationwide  showings  by 
du  Pont  representatives. 

.\utomobile  refinishers  and  auto 
manufacturers  are  seeing  a  second 
sound  film,  also  produced  by  Castle 
Films  for  the  du  Pont  Division, 
called  Color  Accuracy. 

This  Division  of  the  du  Pont 
Company  is  making  still  furthei 
use  of  business  films  with  a  Koda- 
chrome  three-reeler.  called  Spray 
Waves,  and  with  the  Cavalcade  oj 


Cliemislry.  a  piclurizalion  of  the 
du  PonI  exhibits  at  the  World's 
Fairs.  Castle  Films  participated 
in  the  production  of  both  of  these 
subjects. 

Northwestern   Yeast  Film 

♦  By  the  time  the  1940  \^  orld'> 
Fair  closes  this  fall  there  should 
be  thou.sands  of  new  breadmakers 
in  American  homes.  The  reason 
for  (his  renewed  interest  in  home- 
baking  will  be  Northwestern  Yeast 
Company's  recently  completed 
sound  picture  Loaf  ivith  Maca. 
which  will  be  shown  continuously 
during  the  Fair  by  Northwestern 
at  their  exhibit. 

\^hile  stressing  the  importance 
of  the  new  Maca  yeast  for  modern 
streamlined  baking,  the  picture  it- 
self is  an  intensely  interesting  and 
instructive  course  in  breadmaking. 
Besides  offering  valuable  hints  for 
successful  baking.  I.oaf  uilh  Much. 
abolishes  the  old-fashioned  impres- 
sion that  breadmaking  at  home  is 
a  tedious  painstaking  task.  .Ac- 
cording to  Northwestern  Yeast  Com- 
pany officials,  the  picture  is  part 
of  a  national  educational  campaign 
to  restore  breakmaking  to  its  former 
eminence  in  the  .\merican  home. 

The  film,  exactly  as  it  will  ap- 
pear at  the  \^'orld"s  Fair,  is  avail- 
able in  16mm.  form  for  showing 
before  cooking  schools,  home  eco- 
nomics classes,  women's  clubs,  and 
similar  organizations.  Recognized 
groups  may  book  this  picture  with- 
out cost,  other  than  payment  of  ex- 
press charges,  by  request  to  North- 
western Yeast  Company.  1750  N. 
.\shland  Avenue.  Chicago,  Illinois. 


Si'cm-.';     front     "Loaf     u-ith     Mtirti"     f'rfldttced     hy     Chicago     Film     Laboratory 


H 

J 

1^3 

^2r  *"  ^_ 

M 

H^ -^  -^ 

■^ 

m 

=r?fc:^3J4^r^;:rJi?^ 

Proihiciiig     scale     models     for     the     I'urd     film     "Synif^hotiy     in     F"     ( Audio). 

Producing  ''Symphony  in  F" 


lllllllllllllllllllllllllltlDIIIIIIIIIIIIIIIIIII 


IIIIKIIIIIIIIMIIIIIIIIIIItrilllllllHIIIMIIIIIIIIIII 


{Continued  from  Page  7) 

visual  effect  is  that  the  inanimate 
parts  move  and  act  in  life-like 
fashion.  The  lighting  requirements 
for  such  shooting,  plus  the  business 
of  carefully  and  accurately  moving 
dozens  and  sometimes  hundreds  of 
small  car  parts  or  models,  meant 
that  on  certain  days  when  we  w'ere 
extremely  successful  the  one  Tech- 
nicolor crew  handling  the  stop  mo- 
tion work  was  able  to  produce  as 
much  as  twelve  feet  of  film,  which 
is  just  eight  seconds'  running  time 
on  the  screen  when  the  picture  is 
finished. 

Each  of  these  crews  consisted  of 
six  men.  not  counting  the  numerous 
electricians  required  for  Techni- 
color's high  intensity  arc  lighting 
equipment,  plus  carpenters,  grips 
and  property  men.  In  addition,  we 
had  fourteen  model  builders  work- 
ing continuously  for  six  weeks, 

"Incidentally,  there  are  twenty- 
liuir  Technicolor  cameras  in  ex- 
istence. Four  of  these  are  in  Eng- 
land and  twenty  in  this  country. 
We  used  the  one  camera  which  is 
regularly  assigned  to  the  East  and 
had  a  second  camera  and  crew 
brought  on  from  Hollywood. 

''During  the  production  of  this 
picture  we  exposed  approximately 
twenty  thousand  feet  of  film  and 
when  you  realize  that  Technicolor 
film  is  actually  three  negatives,  the 
total  really  amounts  to  sixty  thou- 
sand feet  running  negative.  .AH 
this  material  was  edited  and  cut 
to  give  us  a  print  for  showing 
which  is  about  fifteen  hundred  feet 


in  length,  affording  a  performance 
of  about  sixteen  minutes.  I  think 
we  can  truly  say  that  this  type  of 
novelty  picture  technique,  combin- 
ing stop  motion  and  regular  color 
photography,  has  never  been  at- 
tempted before. 

"'It  is  intended  that  Symphony  in 
F  will  give  every  audience  a  happy 
and  constructive  picture  of  what 
is  back  of  the  symbolic  characters 
at  work  on  the  Cycle  of  produc- 
tion at  the  Ford  Exhibit  at  the  New 
York  World's  Fair.  It  shows  in 
Technicolor  the  many  implications 
of  these  symbols  of  workers,  the 
vast  purchases  of  the  Ford  Organ- 
ization, the  spreading  of  employ- 
ment throughout  the  country,  and 
the  creation  of  quality  products 
with  new  beauty  and  advance  styl- 
ing. It  shows,  also,  how  the  pur- 
chases of  the  Ford  Motor  Com- 
pany spread  employment  —  how 
much  all  of  us  everywhere  have 
to  do  with  the  making  of  motor 
cars — and  how  that,  in  turn,  en- 
ables us  directly  and  indirectly 
to    buy    these   and    other   products. 

"The  photography  is  a  com- 
bination of  three-color  Techni- 
color with  stop  motion  photog- 
raphy, also  in  Technicolor.  This 
latter  technique  enabled  us  to  use 
models  (similar  to  the  figures,  ani- 
mals, plants  and  materials  on  the 
Cycle  of  Production }  and  cause 
them  to  move  about  in  life-like 
fashion.  In  this  way  we  presented 
the  march  of  raw  materials,  the 
How  of  purchase  orders  throughout 
the  land,  and  the  creation  of  the 
twenty-eight    millionth    Ford    car." 


Number  Six     •     1940 


[31] 


t 


illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 

I  How    to    Use 

I  Automatic 

I  Slidefilm 

I  Projection: 

J  ♦    With  several  excellent  auto- 

§  matic  slidefilm  projectors  now 

=  on  the  market,  advertising  dis- 

p  play  directors  and  other  mer- 

M  chandising  executives  can  add 

S  remarkable    interest    and    con- 

B  siderable   added   selling   punch 

M  to    window    displays,    outdoor 

=  signs    and    many    new    exhibit 

=  possibilities  are  opened  up.  The 

§  SVE  Automatic  unit,  the  new 

=  DeHaven    Iconovisor,    and    the 

M  Junior   Selectroslide  are  three 

B  varying  types  available.   Here 

=  are  some  uses ; 

I  1.  WINDOW  DISPL.W:  show 

=  colored  or  black  and  white  mer- 

g  chandise      films      in      evening 

g  hours. 

1  2.  COUNTER   .SALES:  stimu- 

B  late  "special"  items  with  "rear- 

g  screen"    showing    of    pictures. 

I  3.  OUTDOOR  EXHIBIT:  pro- 

g  .iect  films  on  screen  on  service 

g  station    lot,    etc.,    after    dark. 

I  4.  MOVING    SIGN:   Use   in 

§  adapted    billboard   with    rear- 


So  You  Want  to  Write  a  Scenario 


Thf  New  DcHuvcu   L.^novtsor 
Aiitowatic    Slide  film    Projector 

screen  unit  showing  merchan- 
dise. 

5.  PLATFOR.M      LECTURES: 

lecturer  can  talk  without  ad- 
ditional   assistance    for   slides. 

6.  EXHIBIT  BOOTH:  shows 
complete  line  of  merchandise, 
cutting  size  of  exhibit  needed. 

7.  ANNOUNCEMENTS:  can 
be  used  in  railroad  station, 
other  public  places,  for  short 
ads. 

8.  .SALES   PORTFOLIOS:    re- 

]>laces  presentation  books, 
charts,  for  traveling  sales  pro- 
motion uses  and  product  dis- 
plays, etc. 


VINE  AT  HOLLYWOOD  BLVD. 


Tlie  ideal  headquarters  for  busy  executives. 
HullvMOod  Plaza  Hotel  is  within  easy  arc-ess  to 
radio  and  motion  picture  studios,  leading  the- 
atres and  distributing  agencies,  famed  night 
spots  and  sport  centers. 


PLAN  TO   MKET  YOIK  FRIKNDS 
IN     THE     PLAZ.\    COFFEE     SHOP 


I  Coiitinuril  from 
particular  leclmicjue.  but  where  they 
do.  this  method  can  be  extremely 
powerful,  provided  that  the  plot 
solutions  are  not  foolish  nor  ridic- 
ulous and  further  provided  that  the 
dialogue  either  handles  the  adver- 
tising in  a  very  natural,  quiet  way 
or  turns  over  the  actual  commercial 
to  an  off-stage  voice  for  the  last 
few  feet  of  the  film  following  the 
close  of  (he  plot  solution. 

One  advertiser  who  has  spent 
more  than  a  million  dollars  in 
"minute  movies."  has  used  this  type 
of  playlet  almost  exclusively  and 
a  few  other  advertisers  are  follow- 
ing suit. 

E.ntertainment:  A  large  number 
of  advertisers  who  are  greatly  con- 
cerned with  group  audiences  and 
exhibitor  reaction,  turn  to  the  en- 
tertainment type  of  playlet,  feeling 
certain  that  their  advertising  will 
certainly  be  entirely  acceptable. 
The  experience  of  these  advertisers 
proves  that  they  are  right,  in  that, 
either  straight  motion  picture  en- 
tertainment or  cartoon  animation 
entertainment  is.  of  course,  liked 
by  both  the  theatres  and  their  audi- 
ences. 

Entertainment  Playlets 

Example:  One  large  food  adver- 
tiser, feeling  that  their  product  had 
no  unusual  news  or  demonstration 
feature,  utilized  a  series  of  Tech- 
nicolor cartoon  animation  films  so 
well  done  that  the  audiences  appear 
to  rate  them  on  an  entertainment 
par  willi  Hollywood's  own  anima- 
tion entertainment  production.  The 
advertising  in  these  playlets  was 
held  to  pretty  much  of  a  minimum, 
brought  in  at  the  close  of  the  play- 
let. Yet.  the  sales  increase  for  this 
product  in  the  "minute  movie" 
markets  showed  that  the  combina- 
tion of  acceptable  eidertainment 
and  advertising  was  sufficiently  ef- 
fective to  make  the  entire  operation 
extremely  profitable. 

At  the  present  lime,  there  are 
a  number  of  advertisers  u.sing  this 
technique  and  in  those  cases  where 
the  cartoon  animation  is  strictly 
professional,  and  the  entertainment 
is  handled  in  a  clever  way.  the  ad- 
vertising has  produced  in  a  thor- 
oughly satisfactory  manner.  It  is 
to  be  hoped,  however,  that  the  fine 
success  enjoyed  by  advertisers  using 
this  type  of  playlet  will  not  in- 
fiuence  all  advertisers  similarly,  be- 
cause, where  a  product  has  honest 
news  value  or  where  a  product  can 
be  sold  best  by  visual  and  oral 
demonstration,  an  advertiser  will 
not  get  the  full  benefit  of  the  eye, 


Page  Sixtei'n  ] 

plus  ear  appeal  of  motion  pictures, 
unless  he  permits  this  appeal  to  go 
to  work  for  his  product  through 
some  variation  of  the  newsreel 
treatment  outlined  in  group  one. 

If  the  foregoing  factors  can  be  held 
clearly  in  mind,  the  preparation,  at 
least  in  rough  outline,  for  a  screen 
campaign  no  longer  becomes  a  mys- 
tery. At  least  the  basic  copy  theme, 
with  its  adaptions  to  "minute 
movie  "  technique  can  now  be  con- 
ceived and  the  cooperation  of  pro- 
ducers or  other  people  experienced 
in  writing  scenarios  can  then  be 
sought  for  the  purpose  of  refining 
and  polishing  the  rough  scripts. 

How  Many  Scenes  Used? 

There  are  90  feet  of  35mm  film 
to  a  one-minute  picture.  Playlets 
have  been  produced  with  as  few 
as  one  or  two  scenes  and  as  many 
as  ten  or  eleven  scenes  inside  that 
footage.  For  fast-moving,  newsreel 
technique  the  greater  number  of 
scenes  is  generally  employed.  This 
is  more  dangerous  because  it  tends 
to  make  the  playlet  jumpy,  but 
when  it  is  handled  in  a  thoroughly 
professional  manner,  it  is  more  ef- 
fective as  it  permits  the  use  of  a 
wide  variety  of  dramatic  shots  and 
it  steps  up  the  tempo  of  the  playlet 
to  such  a  point  that  the  audience  is 
keyed-up  and  hence  the  impres.sion 
value  has  been  found  to  be  greater. 

No  mention  has  been  made  in 
this  article  of  the  use  of  such 
themes  as  testimonials  or  the  value 
of  Color  vs.  Black  &  V^liite.  These 
and  other  such  details  are  actually 
minor  to  the  preliminary  planning 
that  finally  settles  on  the  use  of 
cither  group  one,  group  two  or 
group  three.  The  possibilities  for 
variation,  once  this  is  done,  will 
make  themselves  known  to  every 
script  writer  and  certainly  no  rules 
can  be  set  down  as  hard  and  fast 
with   respect   to   their   employment. 

Color  Aids  Sales  Appeal 
Since  the  screening  rate  is  no 
greater  for  Color  than  for  Black 
&  V^'hite.  the  use  of  Color  is  auto- 
matically suggested  for  many  prod- 
ucts. These  would  include  any 
product  whose  variety  of  colors  is 
important  in  making  a  sale  and  it 
would  also  include  food  products 
for  whom  appetite  appeal  is  a 
powerful  weapon.  On  the  other 
hand,  there  are  many  products 
which  do  not  need  the  stimulus 
of  color  and  while  color  would  be 
just  as  acceptable,  it  would  not  be 
recommeiuicd  because  of  the  in- 
creased production  costs  of  color, 
both  for  negatives  as  well  as  prints. 


[32] 


Business  Screen 


Brilliant  New  RCA  16mm.  Sound  Film  Projector 
is  Better  16  Ways!^^^ 


This  simplified  sales -making  unit  has  many 
exclusive  features  which  put  it  YEARS  AHEAD! 
Is  built  by  world's  most  experienced  sound 
company— makers  of  the  RCA  Photophone 
equipment  used  by  Hollywood  studios  and  in 
thousands  of  theatres! 

Give  your  sales  messages  life,  pep,  color! 
Make  them  "sing" — and  you'll  make 
more  sales!  .  .  .  ^"ith  the  new  RCA  16 
mm.  Sound  Film  Projector  you  can  do 
it!  For  this  new  unit  lends  fresh  sparkle 
to  every  picture  with  its  better,  more 
brilliant  proj ection.  10%  to  20%  greater 
screen  illumination  is  provided  by  a 
specially  designed  optical  system  and 


large, objective  lens.Yes— and  the  sound 
takes  on  new  zest,  too!  For  this  projec- 
tor has  Film  Take-up  Equalizer — plus 
excellent  electro-dynamic  speaker. 

In  addition  to  giving  your  sales  story 
that  vital  "sing"  the  RCA  16  mm.  Sound 
Film  Projector  is  easy  to  operate,  easy 
to  clean  and  adjust,  and  easy  to  carry. 
Threading  line  cast  on  projection  block 
greatly  simplifies  threading.  This  pro- 
jectoralso  offers  simple  and  swift  motor 
rewind  of  all  size  reels.  May  be  used  with 
microphoneorViarola  Attachment.  In 
3A\.^'n'shencT\6'wa.\s— and  is  priced  uith 
the  louest.  For  full  details  mail  coupon. 


BETTER  16  WAYS! 

1. 

Better  sound  reprodlction 

2. 

Better,  more  brilliant  projection 

3. 

Better,  simpler  threading 

4. 

Better  and  more  efficient  cooling 

5. 

Better  reel  take-lp  and  re-wind 

6. 

Better  eqlalizatio.n 

7. 

Better  operating  ease 

8. 

Better  input  pertormance 

9. 

Better  reproduction^ 

10. 

Better  framing 

11. 

Better  tone 

12. 

Better  accessibility 

13. 

Better  versatility 

14. 

Better  lubrication 

15. 

Better  lamp  service 

16. 

Better  portability 

Trademark  ■'Victrola'"  Reg.  U.  S-  Pat.  Off. 

by  RCA  Mfe.  Co..  Inc. 

For  finer  sound  system  performance— Use  RCA  Tubes 

Audio  Visual  Service     •    Educational  Dept,  RCA  Manufacturing  Co.,  Inc.,  Camden,  N.  J. 
TTTTTTWrrWiiiii—i  n  ^rrrlrr  of  the  Radio  Corporation  of  America 


Educational  Dept.  (BS-6) 
RCA  Manufacturing  Co.,  Inc., 
Camden,  New  Jersey 

Please  send  me  complete  information  con- 
cerning the  new  RCA  16  mm.  Sound  Film 
Projector. 

Same _ 


i 

n- 


Company.. 

Address 

City 


^ 


Number  Six     •     1940 


[33] 


SHOWN 
BY 


•  By  illustrating  impor- 
tant facts  with  slide- 
films,  your  salesman 
puts  drama  into  the  in- 
terview. He  concen- 
trates the  prospect's  at- 
tention on  his  work. 
He  eliminates  distrac- 
tions and  focuses  his 
entire  efforts  on  pre- 
senting the  story.  The 
slidefilm  aids  in  telling 
it  in  the  most  logical 
and  effective  sequence. 
When  slidefilms  are  projected  with  S.  V.  E. 
Projectors,  no  compromise  is  necessary  on  bril- 
liance of  pictures,  film  protection  or  convenience 
of  operation.  All  S.  V.  E.  Projectors,  from  the  50 
watt  unit  for  contact  salesmen  to  the  300  watt 
models  for  showings  to  the  largest  audiences, 
excel  in  these  qualities.  The  S.  V.  E.  line  includes 
in  addition  to  models  for  showing  slidefilms  only, 
the  versatile  Tri-Purpose  Projector  which  shows 
single  or  double  frame  slidefilms  and  2"  x  2" 
slides.  Send  now  for  interesting  folder  "How  to 
Show  It"  containing  complete  facts  on 
S.  V.  E.  Projectors.   Address  Dept.  6-B. 


S.  V.  E.   Projector  Model  G 

This  300  wait  projector  tor  single 
Irame  slidefilms  is  ideal  for  presen- 
tations in  halls,  class  rooms  and 
large  auditoriums.  It  has  the  patented 
S.  V.  E.  Rewind  Take-Up  v^hich  re- 
winds the  film  in  proper  sequence 
as   it   is   being   shown. 


SOCI€Ty     fOR    VISUAL    €DUCflTIOn.    IPC. 


ICO     CAST    OHIO    STR€€T 


CHICflCO      ILLinOIS 


♦  DiSTiiiHi  TiON  records  have  lieeii 
toppled  b\  tlie  Ethyl  Gasoline  (!or- 
poralions  sound  slidefilm  What  is 
Govtl  Gasoline?,  according  to  re- 
ports. The  film  was  produced  by 
Associated  Sales  Company.  Inc.. 
Detroit. 

A  basic  fihn.  designed  primarily 
to  answer  questions  about  fuel 
which  automobile  company  repre- 
sentatives were  constantly  asking 
Ethyl  field  men.  it  has  enjoyed  au- 
tomatic distribution  by  practically 
all  the  major  automobile  com- 
panies, according  to  Julian  Frey. 
technical  manager  of  Ethyl.  Chevro- 
let. Pontiac.  Oldsmobile.  Cadillac. 
Plymouth.  Dodge.  DeSoto.  Chrysler. 
Amplex.  Packard,  and  Sltidebaker 
have  used  the  film,  said  Mr.  Frey. 

In  addition,  the  film  has  been 
circulated  widely  by  the  Illinois 
Farm  Supply  Company,  and  by 
four  Canadian  Oil  Companies.  The 
Sinclair  Oil  Company  had  Associ- 
ated remake  the  film  especially  for 
their  own  use.  And  hundreds  of 
copies  have  been  sold  directly  to 
interested  oil  company  stations  and 
independent  stations. 

The  film  has  also  been  shown 
widely  in  foreign  countries  through 
the  efi^orts  of  such  organizations  as 
Ford  of  Canada,  Chrysler  and  Gen- 
eral Motors.  Countries  in  which 
it  has  been  shown  to  date  include 
Denmark.  Sweden.  Norway.  France. 
England.  Portugal,  Kenya  Colony, 
Peru.  Brazil.  The  Philippines.  Sal- 
vador. Canal  Zone.  India.  Rhodesia. 
Egypt,  Uruguay,  China,  Japan,  and 
Java.  Special  electrotypes  were 
distributed  in  Australia  and  New 
Zealand  by  the  Ford  Motor  Com- 
pany of  Canada. 

The  wide  circulation  of  I!  Itat  is 
Good  Gasoline?  has  led  the  Ethyl 
Corporation  to  produce  two  other 
films — one.  W  hal  is  Good  Tune- 
Up?,  for  the  automotive  field,  and  a 
special  farm  film.  John  Ross  Gets 
the  Facts,  for  distribution  through 
the  farm  equipment  companies.  (Cir- 
culation figures  on  these  two  films 

I\ithescof'C  (iV.  )'.)  has  just  f^roduccd 
a  sHHcfilw  oil  odd-lot  brokerage  pro- 
cedure for  Ciirlisle.  Mcllick  &  Company. 


'  '  ^^^^ 


Scan'  from  film  .Arts  Corp.  (.1/(7- 
-a'oul^ce)  inovie.  "Foundry  Protjrcss." 
.^tuneinq  ladle  pouring  molten  metal  at 
.';iu<lel',iker    Corp.     .South     Peud    plant. 

will  be  available  in  the  near  future, 
it  is  reported. 

♦  Emerson  Yorke  Studio,  in  col- 
laboration with  E.  J.  Barnes  .As- 
sociates, has  completed  production 
on  a  three  reel  informative  film. 
250  Metropolitan  Years,  for  Met- 
ropolitan   Life    Insurance    Co. 

Picture,  which  was  filmed  at 
Metropolitan  headquarters  in  New 
York  and  at  Ideal  Sound  Studios 
in  New  Jersey,  and  which  feattires 
an  unusual  cast  of  five  Metropolitan 
service  veterans,  was  directed 
by  Emerson  Yorke  from  an  original 
script  by  Max  Schulman.  Edward 
H\land  handled  the  camera.  .Solita 
Palmer  the  musical  backgrounds. 
Alois  Havrilla  supplied  commentary. 

Foreign  Ad  Films 

{C.ontinued  from  l^a^e  191 
with  the  audience  of  a  number  of 
South  American  countries.  The  word 
"tire."  being  an  Anglicism — or  per- 
haps we  may  sa^■  an  .Americanism 
— has  been  translated  in  the  various 
nations  in  different  ways  with  the 
result  that  we  could  not  use  any 
one  word  denoting  '^tire".  because  it 
would  not  be  understood  readily  in 
all  the  countries  where  the  films 
were  to  be  shown.  Thus  we  had  a 
case  where  a  Spanish  merchandis- 
ing film,  advertising  '"tires,"  did 
not  mention  the  word  "tire"  once, 
and  yet  was  a  very  successful  pres- 
entation. Such  language  problems 
confront  us  every  day  in  the  prep- 
aration of  a  spoken  and  |iriiited 
copy  and  the  scenarios. 

However,  the  comprehensive  scope 
and  universal  knowledge  of  such 
language  problems  possessed  by  our 
highh  specialized  staff,  has  enabled 
us  to  introduce  our  advertising  films 
abroad  so  successfully,  that  for  the 
past  three  years  they  are  daily  being 
exhibited  in  all  corners  of  the 
uorld.  and  that  our  repeat  orders 
average  better  than  Wr.  Today, 
the  arrival  of  an  order  calling  for 
a  film  with  spoken  commentary  in 
\frikaans.  .Siamese.  .Arabic  or  Gu- 
jarali  (dialect  used  in  Bombay. 
India  I.  is  merel)  given  ihe  usual 
order  number  and  put  in  uork. 


[34] 


Business  Screkn 


♦  A  sound  slidefilm.  From  Our  to  Ninety-nine. 
has  lieen  produced  by  the  Pathescope  Co.  of 
America.  Inc..  to  instruct  the  personnel  of 
brokerage  (irnis  throughout  the  country  in  tbe 
workings   of  an    odd-lot   house. 

It  traces  the  order  from  its  inception  in  some 
out-of-town  office,  througli  the  Carlisle.  Mellick 
&  (^o"s.  New  York  office,  the  Stock  Exchange,  and 
finally    back   to   its   original    source. 

♦  .A  color  sound  slidefilm.  for  B.  Altnian  & 
Co..  has  also  been  produced  by  Pathescope.  and 
is  designed  to  instruct  new  employees  as  well 
as  to  give  some  atmosphere  of  the  store.  It  is 
also  planned  to  have  all  present  employees  see 
the  film.  In  addition  many  colleges  have  al- 
ready reserved  copies  for  showings  in  the  fall. 

Castle  Subjects  for  Business 

♦  With  the  advent  of  numerous  16mm  movies 
that  record  phases  of  the  wars  in  Europe,  there 
has  been  an  extended  demand  for  them  for 
use  by  sales  and  promotion  managers  as  a  part 
of  their  district  and  trade  conventions  and  meet- 
ings. Many  such  meetings  are  making  use  of 
films  of  their  own  for  presenting  their  messages. 
The  war  films  are  shown  as  an  added  feature, 
not  only  as  a  means  of  lending  variety  for  the 
sales  and  retail  audiences  but  also  as  a  service 
on  the  part  of  the  sponsoring  companies.  De- 
mand for  sub-sized  films  for  such  uses  is  not 
wholly  confined  to  war  films,  however.  Among 
those  that  have  been  in  most  demand  in  the  last 
few  months  are  the  following,  produced  bv 
Castle  Films:  Bombs  Over  Europe,  Finliiin/ 
Fights.  Battleship  Graf  Spee  Scuttled.  Swim- 
ming and  Diving  Aces,  and  Coney  Island. 


PROJECTION  SERVICE— EAST 


'A  COMPLETE- 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theatrrcal  pic- 
tures. The  non-theatrical  service  includes  supplying 
projectors,  screens,  operators,  etc.,  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  St.,  N.Y.  C.   Lexington  2-9850 

Lxicat  opcialiiiij  pointa  in  upper  .V.  i'. — Ar.  J.  and  Conn. 


COVER  YOUR  RURAL  MARKET 

WITH   OUR 

U  M.M.  PROJECTOR  SERVICE 

Write   Us   For   Quotations. 

•       1%  ATSOIV       • 

TALKING      PICTURE      SERVICE 

249  Erie  Boulevard  West  Syracuse,  N.  Y. 


PROJECTION  SERVICE— WEST 


ALLIED  FILM  EXHIBITORS,  Inc. 

672  South  Lafayette  Park  Place  •  Los  Angeles,  Cal 

EXHIBITORS    OP   161VIM.    INDUSTRIAL    AND 

PUBLIC    RELATIONS    PILMS. 

56   exchanges   serving   250   commxanities   in  the 

Western  Trading  Area. 

SAN  FRANCISCO    •    PORTLAND    •    SEATTLE 


E*^' 


£■*''*?. 


«,HHe^POUS-Mouse_Po^ 


I^PUMEHT  COMPANY 


»t 


„.,  ur.  »•"" 
«...     S.U..  ■.«■'"       ^^,  ,,,„,, ')"'"'■ 


O         y  "Sountl  Qualities  on  Our  Kotlarhronie  Film   U  ere  Excellent  as 

^UO-le:     if^^  Q^i^^  Projection  .  .  /" 


Uas 


8LIKE  .  .  .  De\'ry  16mm.  sound  motion  picliire  projectors  are  famous  llie  Avorld 
over  for  their  ability  to  safely  project  ALL  FILM,  sound  or  silent,  black  and  white 
or  K<>DA( CHROME  with  par  excellence  <fuality  equalled  only  by  the  theatre  per- 
formance   of   DeVry    35nim.    equipment. 

HERE'S     WHY    MIJSNEAPOUS  -  MOUNE    AJSD    THOVSAISDS    OF    OTHER 
DEVRY  USERS  OBTAIN  MARl  EEOVS  RESl  LTS  A!\D  U  HY  YOl    It  ILL,  TOO. 


-A*  Abundanre  ul'  isouiiil  unipIUuution 
to  penelrale  ihe  den^e  Kodachronie 
sound   track. 

■^  Extrenielv  >en*iili\e  M>iind  nierhan- 
isni  for  proper  lianflling  of  color 
film  sound   track. 

if  Advanced  correctly  dep^igned  optical 
system  alVording  the  superior  screen 


lliance    required    for    color 

"^  Amplifier  designed  for  the  rendi- 
tion of  sound  from  16min.  Koda- 
chronie  as  well  as  black  and  white 
sound   tracks. 

if  Film  threading  mecliani^^ni  design- 
ed to  carefully  handle  the  more 
costly  denser  color  prints. 


2uaie: 


'II  e  haw  had  many  e.v- 
•fUeut  tfstintouials  rc- 
Hartling  the  simplicity  and  depend- 
ability  of   yuur    machines." 

SIMPLICITY  .  .  .  >o  other  16mni. 
>ound  projector  can  match  the  utter 
simplicity  of  DeVry  16mm.  projector>. 
Easiest  to  thread,  easiest  to  operate  be- 
cause of  a  minimum  number  of  work- 
ing parts  and   high   speed   gears. 

DEPENDABILITY  .  .  .  The  disposition 
of  customers,  like  Ford.  International 
Harvester,  Allis-Chalniers,  Standard 
Oil,  Goodyear,  Firestone,  ilaterpi 
Tractor,  etc..  to  favor  us  with  repeat 
business  is  ample  proof  of  the  de- 
pendability   of   DeVry    projectors. 


16-MM  SOUND  PROJECTOR 


Number  Six     •      1910 


[35] 


DO  YOU  CONTEMPLATE 

the  purcliase  of  a  screen  on  which  you 
may  project  the  story  of  your  projhict 
or  your  service?  If  you  do,  may  we 
surfs'"*'  that  you  investigate  the  merits 
of  Raven  Screens  whose  superiority 
is  an  established  fact  among  pro- 
fessional, industrial,  recreational  and 
amateur  movie  makers. 

Literature  im  Request 

RAVEN   SCREEN   CORPORATION 

314    East   35th    Street  New    York 


SLIDEFILM  PRODUCERS 


OUAIITY  PRODUCTIONS 

BLACK  &  WHITE  &  IN  COLOR 


owcxnutJ 


Division  of      ^SARRA,    Inc. 

WHItehall  7696  ♦  16  East  Ontario  Street  .  Chicago 


I    For  "DRAMATIZED  SELLING"  | 

I     in  sound  slidefilms  or  in  live  | 

I    talent  plays,  written  and  pro-  | 

I     duced  to  fit  your  needs  .  .  .  | 

I            wire,  phone  or  write.  | 

I    PADL  HARRIS  PRODUCTIONS  I 

=       440   So.  Dearborn  Street                 Harrison   3983  5 

=                                     Chicago,    Illinois  M 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 
Eastern  Producers: 


"FIND  OUT  ABOUT 
CARTOONS 

FOR  OUR  NEXT 
SLIDEFILIvil" 

irVile 

F.  O.  ALEXANDER 

108?  Dre«el    BIdg. 
Ptiiladelpliia,    Pa. 


Midwestern  Producers: 


•  Motion  Pictures  •  Slide  Films 

•  Recording  •  Programming 

•     SPECIALISTS  IN  COLOR     • 

Ohliiin  Our  h.slinuite  jar    YOIK  I'mtluiliun 

FILM  ARTS  CORPORATION 

MILWAUKEE,  WISCONSIN 
717  W.  Wells  St.  Phone  Daly  5i70 


[86] 


ANIMATED    CARTOOMS 

[Continut'il  from  I^tif^f  21) 


Scene  from  the  Metropolitan  Life  Insurance  cartoon 
subject  "Once  Upon  a  Time"  a  notable  film  example 

A  short  excerpt  from  an  advertising  brochure 
recently  published  contains  an  interesting  view- 
point  on   the  animating  angle: 

"Cartoon  and  technical  animation  often  serve 
to  lift  a  production  from  the  commonplace.  And 
to  demonstrate  a  complicated  idea  or  mechanism, 
animation  is  ffei|ucntlythe  only  means  by  whicli 
the  objective  can  be  accomplished.  A  trade-mark 
comes  to  life  and  directs  a  scene.  Mother  Goose 
tours  tile  country  in  her  new  runabout,  demon- 
strating safely  in  driving.  A  sectional  view  of  a 
Diesel  engine  slowly  changes  shape  as  a  piston 
moves   up   and   down.    Anything  can   happen!" 

In  his  article  for  Nancy  Naumburg's  "We 
Make  the  Movies."  \^alt  Disney  says  of  the  ani- 
mated  cartoon    technique: 

"Tliere  has  been  a  great  improvement  in  llie 
mechanical  end  of  production.  In  the  okl  days 
before  sound  came  into  existence  most  of  the 
cartoon  equipment  used  was  makeshift  and 
crude.  Gradually  we  have  improved  our  cartoon 
technique  by  improved  equipment,  so  that  today 
the  cartoon  is  steady  and  flickerless  and  the 
animators  produce  better  and  smoother  action. 
Hut  the  main  improvements  have  been  in  our 
understanding  of  the  medium,  better  artists, 
drawing  and  story  technique." 

Business  can  well  alTord  to  study  the  many 
applications  of  this  technique  to  short  sales  and 
advertising  films.  What  has  been  done  most 
successfully  in  the  world  of  make-believe  (as 
witness  "Snow-White")  can  be  done  as  well  in 
the  realm  of  actuality.  The  cost  need  not  be 
excessive — in    fact    it    can    be    well    controlled. 


SITUATIONS  WANTED 


PRODUCERS!  For  past  tliree  years  I 
led  .stair  selling  coinnierciul,  educational 
niotiun  pirliire.s.  tlovered  wide  territory. 
All  sales  at  ju;ood  priees.  No  eancellatiuns. 
Opened  new  aeeonnls.  Anieriran.  Mar- 
ried. Good  liealtli.  Excellent  relerenees. 
Free  lo  go  anywhere,  prefer  East.  I^et  me  tell 
liow  I  ean  do  a  selling  job  for  YOU.  Box 
6,   Business   Screen,  20  IN.   Wacker,  Chicago. 


A  KEFRESENTATIVE  with  several  years" 
experience  as  Producer,  Account  Executive 
and  film  equipment  siilesman  seeks  addi- 
tional products  to  sell  on  a  eoniniission 
basis.  Now  contacting  all  film  users  in  l!hi- 
eugo  and  Midwest  market.  Box  12,  Business 
Screen,    20    !\»>rlli    Wacker    Drive,    (!liii-ago. 


CARTOON  ANIMATORS 

SCREEN  ADVERTISING  CAMPAIGN 


Skilled  Specialists  in  Physical 
Production  of  Theatrical 
Quality  Screen  Ad  Playlets  — 
in  Color  or  Black  and  White 


COMPETENT    ART    PERSONNEL 
FINEST    MODERN    EQUIPMENT 

Ask    for    Our    Quotation 
OH  Your  Next  Production 

SPINN  &  ASSOCIATES 

INCORPORATED 

3957  North  Ashland  Avenue       •       Chicago 
Telephone:  Buckingham  8059 

•TECHNICAL    ANIMATION    lor    ALL    PURPOSES 
•SLIDEFILMS    in    COLOR    or    BLACK    4    WHITE 


SAFE    SUMMER 
STORAGE  y'oVr  films 

IN    YOUR    OFFICE 
OR  ON  THE  ROAD 

VAPORATE    your    films    NOW— for    profection 
against    summer's    sticky    humidity. 


Better  photo  finishes  offer  you  VAPORATE 
Permanent  Protection  against  climate, 
wear,  scratches,  oil,  dirt,  water  and  finger 
marks  on   your  still  films. 


VAP 


.Qrate 


VAPORATE  CO..   INC. 

130  W.  46th  St. 

New  York 


BELL&HOWELL   CO. 
1801    Larchmont 

Chicago 

716   No.    La    Brea 

Hollywood 


Specialists    in    PRODUCTION    of 
MOTION    PICTURES 


Black     and    White    or 
,     Projectors,     etc.,     for 


for  Infliihtrics  and  Communities. 
Color,  Silent  or  Sound.  Camera 
Sale    or    Rental. 

CdMPI.lCrK     GENERAL     SERVICE     .     .     .     PILM     LIIIRARV 

PATHESCOPE  CO.  of  the  North  East,  Inc. 
438  STl].\RT  ST.  BO.STON,  M.ASS, 


/\n  ultra-modern 
hostelry  in  the 
heart  of  Chicago 


HOTEL 


BUSINE.SS   ScUKEN 


VISUAL  DISPLAYS 

NEW    EQUIPMENT    FOR    MODERN    VISUAL 
DISPLAYS:  RETAIL  MERCHANDISING  IDEAS 


Intjuirii's  regariliiigequipment  and  processes  described  on  lliese  pages 
should  be  addressed  to  the  Visual  Displays  Editor,  c/o  Business 
Screen  Magazine.  20  North  Wacker  Drive,  Chicago.  This  new 
department  will  be  extended  as  regular  feature  in  succeeding  issues. 

•  In  THE  STUDiosof  Burton  Holmes 


Films  (Chicago)  a  new  tliird-tlimen- 
sional  slidefilm  production  program 
and  method  of  showing  was  un- 
veiled last  month.  The  new  method, 
details  of  which  will  be  fully  re- 
leased in  the  next  issue  of  Business 
Screen,  was  the  simplest  that  has 
yet  come  to  our  attention,  requiring 
only  the  use  of  a  simple  attachment 
for  standard  SVE  slidefilm  pro- 
jectors in  order  to  achieve  the  di- 
mentional    effects. 

The  attachment,  in  principle 
similar  to  the  Polaroid  development 
and  requiring  the  use  of  viewers  hy 
members  of  the  audience,  achieves 
remarkable  realism.  Its  low  cost 
and  the  corresponding  low  cost  of 
production  should  make  it  a  most 
popular  and  efiicient  method  of  por- 
traying the  products  of  industry 
with  more  compelling  realism  and 
novelty. 

REAL  LIFE  PROJECTOR 
MAKES  CHICAGO  DEBUT 

♦  For  the  first  time  in  the  history 
of  the  manufacture  of  visual  aids 
for  selling  and  teaching,  an  auto- 
matic projector  for  showing  glass 
slides  in  three  dimensions  is  now 
being  made.  It  is  the  Real  Life 
Projector  of  the  Three  Dimension 
Corporation,  New  Holstein.  \^  is- 
consin. 

A  "preview"'  of  pictures  pro- 
jected by  this  equipment  was  at- 
tended May  15  in  Chicago  by  Chi- 
cago Business  Screen  editors.  Here, 
for  the  first  time,  life-size  pictures 
in  full  color  were  projected  in  three 
dimensions.     The    showing    was    a 


Side 

Lii.- 


of    Ihc 


Real 


practical  demonstration  of  the  dra- 
matic realism  which  is  possible  in 
illustrating  many  types  of  subjects. 
Each  picture  has  not  only  height 
and  width,  but  the  true  depth  of 
perspective  that  one  sees  in  view- 
ing the  actual  scene.  Observers  for- 
get the  presence  of  the  screen  and 
have  the  feeling  of  looking  through 
a  window  into  the  scene  which  is 
being  projected. 

The  applications  of  this  new- 
medium  of  visualization  are  legion. 
Business  executives  interested  in 
showing  the  true  contour  of  prod- 
ucts, the  true  colors  of  finishes  or 
the  true  texture  of  fabrics  and  sur- 
faces, recognize  in  this  Three  Dimen- 
sion Projection  the  most  efficient 
method  of  obtaining  their  objective. 
Educators  can  use  this  new  three 
dimension  projection  to  bring  into 
the  class  room  the  glorious  beauty 
of  nature,  the  majesty  of  Yosemite's 
glorious  falls  and  the  life-like 
realism  of  scientific  studies  of 
physiology,  surgery  and  other  sub- 
jects. 

The  projector  which  makes  pos- 
sible this  visualization  is  electrically 
operated.  The  slides  set  in  trays, 
may  be  shown  automatically  and 
changed  at  set  intervals  or  may  be 
shown  individually  by  pressing  a 
control  switch  placed  anywhere  de- 
sired. The  advantages  of  automatic 
projection  make  the  equipment 
especially  suitable  for  conventions 
and  exhibits  in  stores  and  other 
places.  The  electrical  control  of  in- 
dividual pictures  is  appreciated  by 
lecturers  who  wish  to  discuss  each 
{Please  turn  to  next  page) 

Front  I'iezi'  of  projector  ivlth 
slide    tray    in    position    for   use 


|i''3:i' 


PRDJttTOW 

FOR  llBlil  OR  SMAU 
ctiLiND   JOBS. 


■ii^J^ 


JUST  ONE  CARRYING 
CASE  FOR 


JUST  TWO  CARRYING 
CASES  FOR 


SALES    MEETINGS 


OUTDOORS 


One  case  contains  the  com- 
plete sound  projector.  The 
other  has  two  speakers  — 
EXCLUSIVE     WITH     VICTOR. 


L 


« 


THIS    ONE 

SOUN^D 

PROJECTOR 


Soloed,  all 

PROJECTION  PROBLEMS 

Imagine!  With  a  Victor  projector  you  can 
liut  your  sales  story  across  to  3  or  3ooii 
prospects  in  the  living  room  of  a  home,  in 
a  conference  room,  at  conventions,  fairs, 
exhibit — anywhere.  No  other  equipment 
offers  such  a  wide  range  of  uses — is  so 
easy  to  carry,  set  up  and  operate.  That's 
why  Victor  is  gaining  such  wide-spread 
acceptance  for  sales  and  industrial  work. 
Because  of  Victor's  exclusive  features  it 
provides  clarity  of  picture  and  sound  which 
must  be  seen  and  heard  to  be  appreciated. 
Projects  either  sound  or  silent  films  in 
color  or  black  and  white.  Can  be  equipped 
with  Microphone,  Record  Player  and  other 
Add^A  +  L'nit  equipment.  Basic  Sound 
Projector  is  as  low  as  $275,001 

WRITE  TOD.^Y  for  the  new  VICTOR  Catalog 
and  latest  tested  business  applications. 


VICTOR  ANIMATOGRAPH 
CORPORATION 

DAVENPORT,  IOWA,  U.S.A. 

Dittributor*  Throughout  the   World! 


Number  .Six 


1940 


[37] 


'I 


fastest,  surest  by 
Railway  Express 

Top-speed  service,  day  and  night,  to  any  point  anywhere  for 
spot  releases,  features  and  equipment.  Low  rates,  and  no 
extra  charge  for  pick-up  and  dehvery  in  all  cities  and  prin- 
cipal towns.  For  fastest  service  obtainable— Am  EXPRESS— 
3  miles  a  minute.  Complete.  Direct.  Economical.  A  phone 
call  brings  us  to  your  door. 


Railwa^ 


XPRESS 


AGEN'CY     ^WF     INC. 
NATION-WIDE       li  A  I  L  -  A  I  R        SERVICE 


Amertea'a  Greatest 

PLilY6R01JXD 

HOT  SPRIJVGS 

NATIONAL  PARK,  ARKANSAS 

Add  healthful  years  lo  your  life  by  exercising 
and  toning  up  ihe  system.  Enjoy  the  moun- 
tain climatt^'  and  all  forms  of  recreation.  Bathe 
in  the  famous  medicinal  waters  of  47  U.  S. 
Government-supervised  Hot  Springs.  Stop  at 
the  Maje.^itic  Hotel  for  fine  accommodalions, 
single  rooms  with  or  without  bath,  and  smart 
2,  3.  or  4  room  suites.  Government-supervised 
bath  house  in  connection.  .  .Moderate  rates 
from  SL-SO.  Two  restaurants  &er\ing  the  finest 
of  food.  Beautiful  Lodge  <iii  Lake  Hamilton. 

HOTEL 

MAJESTIC 


)iri-<lion-Snithm->t  lh)lel>lnt-  Mr».  H.  Grady  Mannin-:.  <  iluirinan -K  li.  Mrl.jrhin.  Geiil   \lgr. 


VISUAL    DISPLAYS 


II 


{Continued  jrom  prrvious  pu^e\ 
picture  at  some  length  before  pro- 
ceeding to  the  next  scene. 

The  Real  Life  Projector  assures 
error-proof  insertion  of  the  slides. 
They  can  never  be  put  in  upside 
down.  Because  they  are  not  changed 
by  liand  they  remain  free  from 
thumb  prints  and  finger  markings. 
Each  tray  holds  any  number  of 
three  dimensional  slides  up  to  35. 
If  it  is  decided  to  show  more  than 
35  slides  during  one  lecture,  the 
tray  can  be  instantly  replaced  with 
another  tray.  The  slides  do  not  have 
to  be  bandied.  There  is  no  danger 
of  breakage  or  becoming  finger 
marked.  The  Real  Life  Three 
Dimensional  Projector  will  show, 
in  addition  to  the  Three  dimension 
slides,  t  h  e  conventional  slides. 
When  these  are  used  the  trays  will 
accommodate  twice  as  many  slides 
as  can  be  used  with  three  dimen- 
sional projection. 

With  three  dimensional  slides, 
there  is  a  slide  for  each  eye.  The 
slide  for  the  right  eye  shows  the 
scene  exactly  as  the  right  eye  would 
view  it.  The  slide  for  the  left  eye 
taken  from  a  slightly  different  per- 
spective, shows  the  scene  exactly  as 
this  eye  would  observe  it.  When  the 
projected  picture  is  viewed  through 
Polaroid  glasses,  each  eye  sees  only 
the  view  that  it  would  naturally 
have  in  observing  the  actual  scene. 
The  objects  in  the  scene  appear  at 
the  true  distances  from  the  observer. 
The  projection  of  three  dimension 
pictures  is  the  only  way  to  truth- 
fully reproduce  the  colors  of  nature. 
As  Professor  Kennedy,  well-known 
authority  on  three  dimension  pro- 
jection says  in  his  book  "The  De- 
velopment and  Use  of  Stereo  Pho- 
tographs; for  Educational  Pur- 
poses." "even  when  we  succeed  in 
obtaining  films  that  will  truthfully 
reproduce  the  colors  of  nature,  they 


will  not  seem  true  until  we  add 
binocular  vision." 

The  Real  Life  Projector  was  in- 
vented by  Mr.  R.  V.  Brost.  now 
Vice  President  of  the  Three  Dimen- 
sion Corporation.  The  discovery 
was  the  result  of  many  years  of  re- 
search which  had  its  start  when 
Mr.  Brost  was  official  photographer 
of  the  Garden  (ilub  of  America.  In 
that  capacity  he  was  called  upon  to 
make  three  dimensional  photo- 
graphs of  private  gardens  in  many 
places  throughout  the  United  States. 
For  such  well  know'U  families  as  the 
Rockefellers,  the  DuPonts.  the  Dor- 
rances  and  the  Vanderl)ilts.  he  made 
three  dimensional  photographs  in 
color.  Because  there  was  no  projec- 
tor on  the  market  at  that  time  for 
showing  these  pictures  to  an  entire 
group  they  had  to  be  enjoyed  hy 
the  old-fashioned  stereoscope.  Only 
one  person  couhl  look  at  these  views 
at  a  time. 

With  the  advent  of  Polaroid 
glass.  Mr.  Brost  saw  an  opportunity 
to  develop  a  projector  that  would 
.show  the  |)ictures  in  three  dimen- 
sions. This  year,  for  the  first  time, 
the  projector  is  being  built  commer- 
cially for  the  use  of  business  firms, 
educators,  lecturers  and  others  in- 
terested in  showing  life  size  pic- 
tures in  three  dimensions. 

The  Jantzen  Knitting  Mills,  Port- 
land. Oregon,  is  introducing  its 
19-W  bathing  suits  with  a  travel 
show  of  three  dimension  color 
slides.  These  are  now  being  shown 
in  department  stores  throughout  the 
country.  Crane  &  Co..  United  Air 
Lines.  Elgin  Watch  Co..  and  the 
Hickok  Manufacturing  Co.  are  also 
said  to  have  contracted  for  the 
service. 

Scores  of  other  prominent  com- 
panies which  have  heard  about  the 
projector  are  now  considering  it  for 
possible  use  in  1940  sales  promo- 
lion  plans. 


sittrv   fitnl't-rciK'f 


hi/  •fwfiii  tivoih 


[■•!«] 


BlISIM^SS    ScliEKN 


iioneering  in 

a  New  Audience 


A  name  in  lights  ...  a  crowded  lobby  ...  a 
packed  house.  Into  moviedom's  world  of  real- 
istic make-believe  stream  85,000,000  Americans 
a  week — two-thirds  of  the  walking  population 
of  a  nation.  Overnight  a  fad  is  born  ...  a  style 
adopted ...  a  song  hit  made ...  an  opinion  molded. 
Yes — to  see  is  to  believe.  But,  to  see  and  to 
hear  at  the  same  time  is  to  believe  and  to  re- 
member in  detail — for  days  to  come. 

"DEALIZING  the  vast  influence  of  this 
A^-  rommcrcially  unexplored  medium,  the 
J.  Walter  Thompson  Company,  some  years 
ago,  undertook  a  pioneering  job  to  turn 
movie  audiences  into  net  paid  circulation 
...  to  develop  new  techniques  in  advertising 
and  puhlic  relations  for  the  screen. 

RESULTS:  During  the  last  16  months  we 
ha\e  prnduceil  1.5  pictures  .  .  .  have  opened 
up  aiijiroximatelv  5.000.000  theatrical  cir- 
culation heretofore  unavailable  for  com- 
mercial pictures  .  .  .  have  developed  theatre 
classifications  now  standard  for  the  medium 
.  .  .  have  produced  the  first  fan  mail  in  the 
history  of  commercial  movies. 

New  frontiers  exist  in  business  today,  just  as 
tlicy  dill  in  the  1870's.  when  James  Vi'alter 
Thiim|ison  first  convinced  magazine  owners 
that  they  would  not  lose  readers  by  agreeing 
to  sell  space  to  advertisers  .  .  . 

Today,  70%  of  all  movie  theatres  accept 
commercial  movies  (circulation:  45  million) 
. .  .And  todav,  among  all  advertising  agencies, 
we  are  rendering  the  most  complete  motion- 
piclure  service — starting  with  the  script  and 
ending  with  the  distribution  of  the  film. 


We  would  apprccinle  an  opporlimitv  to  dis- 
cuss with  ynu  this  nciv  and  effective  addi- 
tion to  our  services.  For  your  convenience 
we  suggest  that  you  communicate  with  our 
nearest  office,  listed  at  right. 


J.  Walter  Thompson  Company 


NEW  YORK 
MONTREAL 
BUENOS  AIRES 
SYDNEY 


CHICAGO 

TORONTO 

RIO  DE  JANEIRO 

MELBOURiNE 


ST.  LOLTS 
LONDON 
CAPE  TOWN 


SAN  FRANCISCO 

PARIS 

JOHANNESBURG 


HOLLYWOOD     SEATTLE 
ANTWERP  SAO  PAULO 

BOMBAY  CALCUTTA 


LATIN.AMERICAN  AND  FAR  EASTERN  DIVISION 


W/'ITH  MORE  THAN  10,000  Rexall  drug  stores,  of  all  sizes  and  kinds, 
each  of  which   handles  from   10,000  to    15,000   items,   the   United 
Drug  Company  has  a  tough  educational  job  on   its  hands. 

Uniform  high  standards  maintained  by  Rexall  drug  stores  all  over  the 
country  give  ample  evidence  of  the  dexterity  with  which  this  problem 
is  being  handled. 


Among  the  sales  educational  instruments  which  United  Drug  finds  most 
effective  is  the  talking  picture.  The  current  showing  of  the  picture, 
"In  Your  Town,"  is  assisting  greatly — 

...  to  step  up  attendance  at  1940  Rexall  State  Club  Conventions: 

...  to  present  clearly  and  dramatically  the  modern  operation  of  a  suc- 
cessful Rexall  drug  store. 

There  is  nothing  wrong  with  American  business 
that  better  salesmanship  can't  cure 


JAM  HANDY  a 


7t  a  animation 


Sales  Meetings  •   Slidefilms   •   Talking  Pictures   #  Convention  Playlets 


^  New  York       if  Hollywood  ^  Chicago 


^  Detroit 


^  Dayton 


•k  Boston         ^  Wilmington! 


IJ^Wftjl  44th  Street 


7046  Hollywood  Boulevard 
HEmpstead  5809 


230  N    Michigan   Boulevard        2900  East  Grand  Boulevard      702  Mutual  Home  Building       258    Park   Square   Building 
STAle  6758  MAdiaon  24S0  ADams   6289  DEVonshire  7174 


922   Shipley   Street 
W;(mington   4-2401 


[' 


ISJJlHiJiJULa'HHJi 


K 


or/ 


IN   THIS   ISSUE:    SCREEN    ADVERTISING   II;   NEW   FILMS; 
A    MODERN    MANUAL    OF    1940    SLIDEFILM    PRODUCTION 


Commercial  Pictures? 

We^ve  been  making  ^etn  for  2S  gears! 

Analyze  any  Paramount  piclurc  and  you"ll  find  that  belnnd  tlie  cnlertainment 
there's  plenty  of  "selling."  You'll  discover  that  every  opus  we've  turned  out  since 
Paramount  was  a  pup  has  had  those  elements  all  commercials  should  have  Each 
one  has  been  custom-built  to  sell  something  to  the  Great  American  Public  ■  .  .  to 
sell  thrills,  or  romance,  or  adventure  ...  to  estabHsh  a  style,  or  a  trend  ...  to 
put  over  difficult  abstract  ideas ...  or  to  create  quickly  a  mass  market  for  some- 
thing concrete,  as  we've  done  time  and  again  when,  through  skilful  presentation, 
we've  transformed  some  unknown  into  a  national  celebrity  overnight ! 

Paramount  knows  how  to  produce  pictures  that  sell  —  whether  they're  for 
ourselves,  or  for  you.  We've  taken  some  of  our  experts  in  audience  appeal,  called 
"em  "The  Industrial  Film  Division,"  and  they're  now  exclusively  at  v«(/r  service. 
They'll  take  your  special  problem,  build  it  into  a  selling  script,  wrap  it  in  pro- 
fessional entertainment,  and  give  you  a  finished  picture  you'll  be  proud  of. 

It'll  be  a  connnercial,  all  right  —  but  at  the  same  time  it  will  be  living,  vital 
stuff!  Which  is  exactly  the  kind  of  picture  American  audiences  have  been  getting 
from  Paramount  since  1912. 

Why  not  call  or  write  today  and  discover  what  Paramount  can  do  for  you? 
No  obligation,  of  course. 

P.  S.  Our  Jirst  linlii^lriiil  Film  Division  production.  "T/ip  Miracle  of  Milk," 
pnxluccd  Jor  the  Stotc  of  Pvvw  York,  and  distributed  independently,  has  broken  all 
records  Jor  theatrical  playdatcs  by  any  picture  of  its  type  .  .  .  and  have  you  seen 
■' )(  hile  the  City  Sleeps,"  the  picture  eueryone's  taJkinfi  about  ?  Vie  made  it  Jor  Ford 
Motor  Company.  H  'e'll  be  happy  to  arrange  screenings  for  you,  at  vour  coneenience. 


a  Paramount  Picture 


your  seal  of  success 


PARAMOUNT    PICTURES    INC.      •     1501    BROADWAY,  N.   Y.   C. 


INDUSTRIAL    FILM    DIVISION 


No  matter  how  carefully  you  prepare  the  business 
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 
with  tvhich  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  .  .  .  because 
it  is  a  chance  you  need  not  take.  Filmosound  Pro- 
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 — Filmosound  Projectors  positively 
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  attention  is 
focused  ON  THE  PICTURE  ~;/o/  distracted  by  the 
machine. 

There  is  a  Filmosound  or  Filmo  Silent  16  mm.  Pro- 
jector for  your  individual  needs.  For  information,  use 
the  coupon.  Bell  &  Howell  Company,  Chicago;  New 
York;  Hollywood;  London.  Established  1907, 


How  Incorrect  Threading  of  Film  Is  Prevented  in  FILMOSOUND  PROJECTORS 


Put  film  approximately  in 

place  on  the  new  Safe-lock 

Sprocket 


Press  the  guard.  Film  drops 

into  place,   is  engaged  by 

sprocket  teeth 


Release  guard.    Film  now 
cannot  jump  off  to  tear  it' 

self  on  sprocket  teeth 


NEW  CONSTANT-TENSION  TAKE-UP 


•  The  new  B&H  self-compensating  con- 
stant-tension take-up  is  another  improve- 
ment now  incorporated  in  all  Filmosound 
Projectors.  It  eliminates  take-up  troubles 
at  their  source  .  .  .  automatically  maintains 


the  proper  pull  regardless  of  the  size  of  the 
reel — regardless  of  the  amount  of  film  on 
it.  The  entire  length  of  film— long  or  short 
—  is  taken  up  smoothly  and  evenly.  Mail 
coupon  for  complete  information. 


■a  powerl 


fui 


FILMOSOUND  "MASTER"- 

16  mm.  sound  film  projector  for  serving  larger 
audiences.  Offers  a  wide  range  of  services  *  j»^ 
and  great  audience-handling  capacity..  *T"Iw 


JVl<^ 


with  Our  Compliments? 


^c 


°<^ 


MAIL  COUPON  FOR 

"SHOWMANSHIP" 


FILMOSOUND  "COMMERCIAL"  is  a  compact. 

single-case  projector  offering  the  utmost  in  convenience 
and  simplicity  of  operation  for  the  busy  salesman.  It  pro- 
vides uninterrupted  three-quarter-hour  showings  of  theater 
quality  in  salesroom,  showroom,  hotel  room,  or  moderate- 
sized  auditorium.  Has  750-watt  lamp,  powerful  amplifier, 
speaker-hiss  eliminator,  "floating  film"  protection,  and 
provision  for  using  microphone  or  phonograph  */*^*^ 
turntable.  Price,  only *x/0 


PRECISION-MADE  BY 


BELL    &    HOWELL 


BELL  &  HOWELL  COMPANY 
1808  Larchmont  Avenue.  Chicago,  111. 

(  )  Send    36-page,   illustrated   booklet: 
Showmanshtp,  Toduy'i  Formul,i  for  Sellins- 
Send  details  on  Filmosound  (  )  ■'Commercial' 
(  )  "Master" 

Name Title 

Company 

Address 

City State bsnos- 


Business    Screen 

THE     MAGAZINE     OF     COMMERCIAL    AND     EDUCATIONAL     FILMS 

Cover:   Visiwl  Selling:   1940  by  Camera.  Inc. 

(Left)    Director's  Chair  by  Irving  Browning 

New  York  Letter 8 

Professional    Standards.    An    Editorial 10 

A  Dealer  Program  That  Sells  an  Industry 13 

Films  at  the  1940  New  York  World's  Fair 14 

Casting  the  Characters 16 

PREVUE  SECTION 

A  1940  Safety  Films  Report 17 

Safety  on  the  Screen,  by  E.  I.  Woodbury 17 

SCREEN   ADVERTISING  —  2 

Promoting  Screen  Ads 21 

Screen  Ads  for  the  Dealer 22 

A  Modern  Manual  Slidefilm  Production 23 

(An  Introduction  to  the  Sound  Slidefilm) 

Technical     News 28 

VOLUME     TWO         •  1940         •  NUMBER     SEVEN 

•  Business  Scieen  Macazine,  issued  by  Business  Screen  Magazines,  Inc.,  20 
North  Wackei-  Drive,  Chicago,  on  July  30,  1940.  Editor;  O.  H.  Coelln.  Jr.; 
Associates.  R,  C.  Danielson  ;  Robert  Seymour,  Jr.  (New  York  editor).  New 
York  offices:  Chanin  Building.  Phone  Murray  Hill  4-1054.  Acceptance  under 
the  Act  of  June  5,  1934.  authorized  February  20.  1939.  Issued  8  times 
annually- — plus  4  special  numbers.  Subscription  S2.00  for  8  numbers.  Foreign: 
J3.50.  50e  the  copy.  Entire  contents  Copyright,  1910.  by  Business  Screen 
Magazines.  Inc.  Trademark  Reg.  U.  S.  Patent  Office.  Application  for  entry 
as  second-class  matter  is  pending. 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


QirmiM]  vit 


NEWS     AND    COMMENT    OF    THE    INDUSTRY 


•  The  growing  list  of  "syndi- 
cated" sound  slidefilm  subjects  on 
such  subjects  as  salesmanship,  safe- 
ty, buymanship  and  similar  general 
topics,  including  program  entertain- 
ment, has  prompted  Business  Screen 
to  build  a  library  of  these  materials 
from  which  frequent  lists  can  be 
issued.  There  are  several  benefits 
to  be  derived:  first,  it's  a  good  way 
to  get  prospective  users  acquainted 
with  the  medium  and.  secondly,  it 
will  make  for  better  distribution  of 
these  sponsored  subjects  since  there 
is  no  existing  distribution  agency 
in  the  field  at  present.  Full  details 
will  be  mailed  on  your  written 
request. 

In  a  Budget  of  ISews: 

♦  Washington's  scrapping  of  the 
United  States  Film  Service  makes 
it  essential  that  the  considerable 
progress  made  in  organization  and 
collating  of  the  various  film  agen- 
cies be  maintained.  In  an  extensive 


survey  of  the  situation.  Business 
Screen  will  undertake  to  present  a 
comprehensive  report  to  both  edu- 
cation and  industry  on  this  subject. 
Particularly  at  this  crucial  period 
in  our  national  defense  program, 
the  potent  force  of  the  screen  must 
not  be  overlooked. 

Theatre  Screen    Telecasting 

♦  Television  activity  in  the  New 
\ork  City  area  is  in  a  change-over 
period  with  both  telecasting  equip- 
ment and  receivers  requiring  alter- 
ations because  of  the  new  F-M 
broadcast  channel  assignments. 
News  in  the  field  will  come  from 
another  quarter,  we  predict,  and 
part  of  this  will  be  glimpsed  in  the 
interesting  announcement  from  Chi- 
cago Balaban  &  Katz  offices,  now 
holders  of  a  telecasting  license.  The 
firm's  license  stipulates  that  at  least 
100  receiving  sets  must  be  pro- 
vided at  its  own  expense.  English 
prewar  successes  with  large-screen 


television  in  theatres  may  shed 
further  light. 

I\ew  York  Prevue  ISote 

♦  The  Chanin  Building  auditorium 
in  New  York  City  played  host  to  the 
guests  and  executives  of  the  Inter- 
chemical  Corporation  at  the  preview 
of  the  Corporation's  new  motion 
picture  More  Than  Meets  the  Eye. 
The  picture  describes  the  processes 
and  research  back  of  the  manufac- 
ture of  chemical  coatings — inks,  in- 
dustrial finishes,  enamels,  textile 
colors,  etc. 

♦  What  a  natural  film  subject  is 
the  life  of  \^'illiani  H.  Mason,  re- 
search engineer  and  namesake  of 
Masonite.  Similarly  the  names  and 
careers  of  engineers  and  scientists 
who  contributed  to  the  American 
V^  ay  .should  be  recognized  as  mate- 
rial which  the  public  wants  to 
learn  about  and  which  only  the 
film  medium  can  tell  so  well. 

♦  One  branch  of  the  International 


Harvester  Company  (at  Spokane, 
Wash.,  showed  the  Company's  films 
to  a  total  attendance  of  18,750  per- 
sons who  came  to  150  meetings  in 
1939.  These  were  regular  dealer- 
show-room  invitational  perform- 
ances. There  were,  in  addition.  42 
miscellaneous  showings,  with  a  total 
attendance  of  5.995  persons. 

♦  News  Week  claims  that  the  com- 
mercial film  industry  is  due  for  a 
large-scale  boom  in  production 
right  about  now  because  of  (1) 
"great  recent  improvement  in  qual- 
ity as  a  result  of  the  employment  of 
abler  directors,  etc."  and  (2)  "the 
new  technique  of  making  the  film's 
advertising  extremely  subtle."  Of 
course,  a  minor  note  in  all  this  in- 
crease could  possibly  be  that  com- 
mercial films  are  delivering  the 
goods,  i.  e.,  selling  men  and  mer- 
chandise. 

♦  Watch  these  pages  for  a  compre- 
hensive report  on  films  in  Canada. 

—0.  H.  C. 


[4] 


Business  Screen 


miu  \m  urn  m%  bv  i 


is4„KELVlNAT0R 


PROSPEPT 


Itluitration  from  Brobuck  Production — "Keep  'Em  Keyed  To  Kelvinaior" 


After  the  big  build-up  of  your  advertising  campaign— what 
happens?  Actually,  each  sale  hangs  by  a  thread— in  the  hands  of 
a  salesman!  How  to  help  him  clinch  the  sale  is  a  daily  problem. 

That's  where  Brobuck  can  help  you!  It  has  been  proven  again 
and  again  that  a  business  film— a  dramatic,  hard-hitting  "pic- 
turized  presentation"— is  the  surest,  quickest  way  to  get  your 
selling  story  across  to  the  trade. 

Brobuck's  top  flight  writers  have  a  combined  merchandising 
experience  covering  66  different  industries.  These  men  have 
been  on  the  sales  firing-line.  There's  nothing  theoretical  in 
their  ideas. 

Brobuck  tackles  tough  sales  training  and  educational  jobs 
with  an  intelligence  and  a  practical  technique  that  get  results 
quickly— at  reasonable  cost.  Interesting  case  histories  provide 
powerful  proof!  A  Brobuck  representative  will  be  glad  to  tell 
you  about  them.  Call  him  in  now.  No  obligation. 


EXECUTIVE  STAFF 

GEORGE   BROSCH  President  and  Director  of  Sales 
WILLIAM  ALLEY  Vice  President 

P.  S.  DRE-iFUS  Treasurer 

RAY   LAWRENCE  Comptroller 

FRANK   B.   MAHON  Manager,  Manual  Department 

Script    li'riter 

Script    Writer 

Script    Writer 

Script    li'riter 

Production  Manager 

Director  of  Art 

Director  of  Photography 

Account  Executive 

Account  Executive 

Account  Executive 

Account  Executive 


EARL  E.  SEIELSTAD 
CHAS.  H.  SMITH 
NORMAN  TERRY 
G.  H.  BOBERTZ 
ROBT.  G.  WATERS 
H.  E.  HAMMERTON 
HAFORD  KERBAWY 
G.  L.  SCHUYLER 
H.  C.  BAYLESS 
N.  D.  ELY 
R.  L.  BUCKINGHAM 


ROB/U(Zl< 

INCORP.OR^ATED 


0 


15   EAST    BE/THUNE  AVENUE  ■  DETROIT-MICHIGAN 


32  Vital  Points 

Write  for  the  Brobuck  "Check 
Sheet"  covering  32  Vital  Points  that 
must  be  considered  in  a  business  fihn 
program— a    helpful    analysis    form. 


MOTIOX  AIVD  SLIDE  FILxMS-SALES  TRAIIVING-SALES  LITEKATI'KE-AIEKCHANDISING  PLANS 


Number  Seven 


1940 


[5] 


PARTIAL  LIST  OF  USERS 
OF     DA-LITE     SCREENS 

ADDRESSOGRAPH-MULTIGRAPH  CORP. 

ALUS  CHALMERS  MFG.  CO. 

BROBUCK,  INC. 

BUCKINGHAM   &  ASSOCIATES 

CALIFORNIA  FRUIT  GROWERS' 
EXCHANGE 

CHICAGO  FILM   LABORATORY,  INC. 

CHICAGO  &  NORTHWESTERN 
RAILROAD 

CHRYSLER  CORP. 

COMMONWEALTH  EDISON  CO. 

COOPERS.  INC. 


Fur  .lUihloiiuJii,,.  Da-L.l. 
Silver  or  Glass-Iiejwliid 
Electrol      screen      offers 


mul.L.-  a  Lunil.KlL'  linu  of  screens,  with  White, 
surfaces.  The  electrically  operated  Da-Lite 
maximum      convenience      at      moderate     cost. 


The  Da-Lite  Model  B  hanging  screen  is  a  popular 
model  for  personnel-training  classes.  The  scene  shown 
on  it  here  is  from  "Bullet  Proof"  —  a  production 
made  recently  by  the  Jam  Handy  Organization  for 
Frigidaire  Division.  General   Motors  Sales  Corporation. 


WHEN  THEIR  PICTURES  MEAN  BUSINESS 

OR  THEIR  BUSINESS  IS  PICTURES 


DEERE  &  CO. 

E.  I.  DU   PONT  de  NEMOURS  &  CO. 

REUBEN   H.  DONNELLEY  CORP. 

THE  FIRESTONE  TIRE  &  RUBBER  CO. 

FISK  TIRES 
Division   of    U.   S.  Tire   Dealers   Corp. 

GENERAL  MOTORS  CORP. 

THE  GREYHOUND  MANAGEMENT 
COMPANY 

THE  JAM  HANDY  ORGANIZATION 

HART,  SCHAFFNER  &  MARX  CO. 

HOUSEHOLD   FINANCE  CORP. 

INTERNATIONAL  BUSINESS  MACHINES 

INTERNATIONAL  HARVESTER  CO. 

INVESTORS  SYNDICATE 

JEWELL  TEA  CO.,  INC. 

JOHNS-MANVILLE  CO. 

S.  C.  JOHNSON  &  SONS,   INC. 

LEE  HAT  CO. 

LIBBY,  McNEIL  &  LIBBY 

LUMBERMEN'S  MUTUAL  CASUALTY  CO. 

MODERN   TALKING   PICTURE 
SERVICE,  INC. 

MODINE  MFG.  CO. 

JOHN   MORRELL  i  CO. 

PACKARD  MOTOR  CAR  CO. 

THE  PENNSYLVANIA  RAILROAD  CO. 

PROCTER  &  GAMBLE  CO. 

THE  PURE  OIL  CO. 

SAFETY  GLASS  ASSOCIATION 

SCHULZE  BAKING  CO. 

STEWART-WARNER  CORP. 

THE  STUDEBAKER  CORP. 

TALKING  SALES  PICTURES 

THE  TEXAS  CO. 

WEYERHAUSER  SALES  CO. 

WILDING   PICTURE  PRODUCTIONS 

WILLARD  STORAGE  BATTERY  CO. 


THEY  USE 


DfiSE 


SCREENS 


f!<ini|):inies,  wliidi  invest  thousands  of 
dollars  in  motion  pictures  or  slidefilnis  for 
sales  work  or  personnel  training,  use  Da- 
Lite   Screens   to  insure  perfect   projection. 

Producers,  who  make  industrial  films 
and  want  to  he  sure  that  their  productions 
are  shown  at  their  best,  use  and  recom- 
mend Da-Lite  Screens.  Theatres,  museums, 
schools  and  universities  which  use  motion 
pictures  or  slides  for  entertainment  or  in- 
struction choose  Da-Lite  Screens  to  be  sure 
of  thoroughly  satisfactory  showings. 

When  you  choose  screens  for  your 
motion  pictures,  filmslrips,  or  projected 
color  slides,  you  also  will  want  the  greater 
brilliance,  convenience  and  durability  of 
Da-Lite  Screens.  Specify  DA-LITE  and 
look  for  the  familiar  Da-Lite  trade-mark 
when  you  buy. 

Da-Lite  Screens  are  available  in  many 
styles,  including  the  famous  Challenger 
(tripod  model)  which  is  easy  to  carry  and 
can  be  set  up  anywhere  in  1.5  seconds — 
the  only  screen  with  square  tubing  to  keep 
the  case  aligned.  .Xsk  your  producer- 
Modem  Talking  Picture  Service,  Inc.,  finds  the  Da-Lite  Challenger  dealer  for  a  demonstration !  Write  todaV 
very    convenient    for    showing    its    syndicated    sales-training    films    such 

as    "How    to    Make    Your    Sales    Story    Sell"    a    scene    from    which    is       c  lii„,..,|,ir<. '        Henl      7H 

illustrated    above.  '""^    UleralUre.        UCpi.     <  1>. 


THE   DA-LITE   SCREEN   COMPANY.   INC. 


27Z3         NORTH         CRAVIFDRD         AVENUE 


CHIC  AGO,      ILLINOIS 


[6] 


Business  Screen 


i 


Does  your  Sales  Training 
bring  results  like  these? 


I?  Si®®!? 

H  you  vrant  proof  thai  Caravel 
Plans  get  results,  check  with 


American  Can  Company 

American  Machine  and  Melals,  Inc. 

The  Bates  Manufacluring  Company 

Wallace  Barnes  Company 

Elack  &  Decker  Manufacluring  Company 

Cadillac  Motors 

Calco  Chemical  Company,  Inc. 

S.  H.  Camp  &  Company 

Cluelt,  Peabody  &  Company,  Inc. 

Congoleum-Nairn,  Inc. 

Dictaphone  Corporation 

E.  I.  duPont  de  Nemours 

Eberhard  Faber  Pencil  Co. 

Ethyl  Gasoline  Corp. 

Godfrey  L.  Cabot,  Inc. 

The  B.  F.  Goodrich  Company 

Hart  Schaffner  &  Marx 

Jenkins  Bros. 

Johns-Manville  Corporation 

Kenwood  Mills 

National  Biscuit  Company 

National  Lead  Company 

Pepsi-Cola  Co. 

Socony -Vacuum  Oil  Company,  Inc. 

Swift  &  Company 

Talon,  Inc. 

The  Texas  Company 

OR  ANY  OTHER  CARAVEL  CLIENT 


(DISTRICT  REPORTS  OF  A  CARAVEL  CLIENT) 

"Closed  eight  out  of  ten  franchise  prospects. 

Every  man  in  the  dislricl  volunteered  lo  select  one  prospect 
and  to  go  after  him  along  the  lines  suggested  at  the  meet- 
ing. Of  these  'guinea-pig'  accounts,  eight  out  of  ten  were 
closed  in  thirty  days." 

"Struck  most  responsive  chord  of  anything  in 
years.  The  meetings  were  so  stimulating  that  many  of  the 
men  dug  up  previous  training  material  which  nov/  holds 
new  meaning  for  them." 

"Putting  up  prize  money  among  themselves. 

The  new^  approach  lo  these  old  problems  has  almost  made  a 
game  of  study.  Of  their  own  volition  the  men  are  putting 
up  a  dime  apiece  among  themselves  for  prize  money." 

"Meetings  have  to  be  shut  off.  The  men  would 
continue  on  indefinitely  if  permitted.  In  many  instances 
they  have  remained  after  meetings  and  asked  to  go  over 
the  same  material  a  second  time." 

To  what  can  these  results  be  attributed  ? 

To  the  medium  employed?  To  sight  and  sound?  In 
a  measure,  yes.  But  more  important  is  Caravel's  new 
method  of  interpreting  basic  selling  principles  in 
terms  of  your  own  business  — your  own  products  — 
your  own  selling  problems. 


1 

B^i^^^K/ 

CARAVEL    FILMS 

INCORPORATED 
New  York  •  730  Fifth  Avenue  •  TeL  Circle  7-6112 

Number  Seven     •     1940 


[7J 


July  25.  1940 
•  Last  month  I  visited  most  of 
the  major  commercial  exhibits  fea- 
tured at  the  Fair,  but  there  were  a 
few  that  I  missed,  so  the  other  day 
I  went  out  to  recheck  on  these  and 
to  see  some  of  the  minor  displays. 

Just  the  day  after  my  previous 
visit  a  new  film  was  exhibited  at 
the  Westinghouse  Pavilion  called 
The  Bugaboo  of  Bugville.  It  is 
used  in  the  Sterilamp  display  in 
which  ultra-violet  light  kills  off  a 
slide  of  ''bugs."  This  exciting  busi- 
ness is  projected  on  a  screen,  and 
the  motion  picture  serves  as  an  al- 
legorical introduction  to  the  "live 
talent"  performance.  Highly  inani- 
mate figures  portray  the  "bugs" 
of  the  slide:  strepticoccus.  scarlet 
fever,  etc..  are  represented,  and  best 
of  all.  the  common  cold,  an  anemic 
looking  little  bug  with  a  perpetual 
sneeze.  These  "bug"  figures  are 
very  cleverly  contrived;  I  imagine 
if  the  picture  were  to  have  any 
wide-spread  circulation  they  might 
have  commercial  application,  such 
as  Disney's  Duck  and  Pinocchio. 
Bugville  is  the  Kodachrome  seat  of 
the  King  of  the  "Bugs";  at  the 
end  of  the  film  the  killing  blue 
light  of  the  Sterilamp  annihilates 
them  all.  The  stop-motion  action 
seems  a  little  uneven,  but  that 
fault  is  well  counterbalanced  by 
the  ingenuity  of  the  idea. 

In  the  Aviation  Building  I  found 
twenty  or  thirty  teen  age  boys 
gathered  in  front  of  a  continuous 
machine  and  "wowing"  at  the  con- 
tortions of  Navy  airplanes  in  a 
film  about  life  at  Pensacola.  The 
zooming  noise  on  the  sound  track 
seemed  to  attract  onlookers  from 
all  over  the  exhibit.  There  were 
other  continuous  projectors  in  the 
hall  but  none  were  operating  at 
the  time  I  was  there. 

In  the  space  occupied  by  Aetna 
last  year  in  the  Business  Systems 
Building  Greyhound  has  built  a 
little  theatre  to  show  They  Dis- 
covered America.  In  it.  Hollywood 
Stars  Robert  Kent  and  Elinor 
Stewart  play  the  parts  of  newly- 
weds  taking  the  Greyhound  Great 
Circle  Tour  for  their  honeymoon. 
I  have  a  weakness  for  travel  pic- 
tures and  this  is  no  exception; 
the  picture  is  well  made  and  inter- 
esting, but  the  projection  is  not 
good.  The  screen  appeared  to  be 
about  75  or  100  feet  from  the  pro- 
jector, a  standard  16  mm.  sound 
machine  with  about  a  750  watt 
lamp,  and  that  is  stretching  things 
about  as  far  as  possible.  I  would 
think  that  an  arc  lamp  macliinc- 
would  be  the  solution.  Barring  that, 
a  lighlcr  print  might  be  the  ticket. 

It    would    lip    imj)ossible    to    ))ass 


WORLD'S  FAIR  LETTER 


over  the  highspots  of  the  Fair  with- 
out giving  a  long  salute  to  East- 
man's Cavalcade  of  Color.  It's  just 
about  the  same  as  last  year,  but  it's 
beauty  seems  to  increase  with  each 
seeing.  A  lot  of  harsh  words  have 
oscillated  up  film  alley  about  Koda- 
chrome and  its  impractibility  for 
commercial  use.  but  this  demon- 
stration— of  slides,  to  be  sure — 
certainly  proves  that  for  beautiful 
color  rendition  and  accuracy.  Koda- 
chrome bows  to  no  other  process. 
Many  of  the  laboratories  are  be- 
coming more  interested  in.  and  bet- 
ter able  to  print  Kodachrome; 
many  have  installed  new  printers 
which  make  good  control  a  much 
easier      matter      than      heretofore. 


Coty's  Color  Song  is  a  good  ex- 
ample of  what  can  be  done  with 
Kodachrome. 

In  the  Food  Building,  besides 
National  Biscuit,  which  rolls  mer- 
rily along  with  Mickey  Mouse  and 
W  alter  O'Keefe,  there  is  North- 
western Veast,  a  newcomer  this 
year,  who  are  operating  a  continu- 
ous projector  with  a  film  on  bread- 
making.  Loaf  With  Maca.  This  is 
a  nice  film  and  the  projection  is 
pretty  good,  but  there  isn't  much 
outside  inducement  to  see  the  pic- 
ture. It's  located  on  a  circular 
wall,  and  most  of  the  people  I 
noticed  while  I  stood  there  seemed 
lo  walk  right  by  with  just  a  glance. 
It's  too   bad.   a   little  more  careful 


Ot  ^ake,  EQUIPMENT  &  PERSONNEL 
INDUSTRIAL  FILMS! 


MITCHELL     CAMEItAS 


ANIMATION     &     SI'El'lAL 
OI-TUAL    EFFECTS 


•  E.vpert  in  the  pictorial  interpretation 
of  industrial  sales  stories  through  many 
years  of  produoing;  resull-jgelling;  indus- 
trial films,  the  technical  and  creative 
staff  of  Burton  Holmes  Films,  Inc.  is 
hacked  hy  complete  sound,  camera  and 
lig:htinK  equipment  for  any  type  of 
studio  and  location  production  —  plus 
the  most  modern,  most  completelv 
equipped  motion  picture  lahoratory  he- 
tween    New   York    and    Hollywood. 

BURTON  HOLMES 
FILMS,  INC. 

7510   N.    Ashldnd    Ave.,   Chicago.   Telephone    ROGers    Park  505i 


placement  and  build-up  might  have 
turned  this  movie  into  a  much 
better  attraction. 

Planter's  Peanuts  are  also  in 
this  building  showing  a  short 
Kodachrome  Cartoon  to  demon- 
strate the  interesting  line  of  the 
peanut  plant. 

There  is  also  a  new  theatre  in 
the  Hall  of  Fashion.  This  building 
was  recently  opened  and  features 
foibles  and  fashions  for  the  ladies. 
For  the  main  part,  the  theatre  will 
be  leased  to  exhibitors  in  the  build- 
ing and  will  house  audience  par- 
ticipation performances-  Occasion- 
ally, however,  it  will  have  motion 
pictures,  such  as  The  Doctor's 
Daughter,  which  was  shown  on 
Baker's  Day  at  the  Fair. — R.  .S. 

An  Audience  Preference  Survey 

being  made  at  the 

Neiv  York  World's  Fair 

{preliminary  report) 

Persons  Interviewed — 92 

\^'omen — 51;  Men — 41. 

I. 

The   question:    "What   motion   pic- 
tures do  you  remember  Imving  seen 
at  the  Fair  this  year?'' 
Results : 

Exhibitor  No.  % 

Chrysler    36  39.2 

Natl.  Biscuit  27  29.4 

Ford  Motor  Co 25  27.3 

Coca-Cola   20  21.8 

Petroleum   Industry...   19  20.7 

U.  S.  Steel  16  17.4 

Westinghouse   15  16.4 

Navy  Aviation  6  6.5 

Coty.  Inc 5  5.5 

General  Motors 5  5.5 

Household    Finance....     5  5.5 

Greyhound    4  4.4 

British  Empire  3  3.3 

France  3  3.3 

Little  Theatre  3  3.3 

Lucky  Strike 3  3.3 

United  States  3  3.3 

Others   8  8.7 

Saw  None  42  45.8 

II. 
The   question:    ^'W hat   motion    pie- 
lure  was  the  most  interesting  to  you 
at  the  New  York  Fair?" 
Results: 

Exhibitor                   No.  % 

Chrv.^Ier    12  13.1 

Ford    7  7.6 

National  Biscuit  5  5.6 

U.  S.  Steel  5  5.6 

Coca-Cola   4  4.4 

Little  Theatre  2  2.2 

Petroleum  Ind 2  2.2 

Westinghouse    2  2.2 

Navy   .\viation   1  1.1 

British  Empire  1  1.1 

Coty.   Inc 1  1.1 

United   States  1  1.1 

Didn't  Know 7  7.6 

Saw  None  42  45.8 


rs] 


Business  Screen 


•  •• 


Film  Librarian  Praises  Performance 
of  Amprosound  Projectors 


•  Many  projectors  appear  attractive  when 
brand  new.  The  real  test  of  their  built-in 
quality  and  excellence  of  design  lies  in  what 
users  say  about  them  ''years  later."  The 
simple  straight-forward  letter  reproduced  to 
the  right,  should  speak  more  persuasively 
than  all  the  sales  talk  in  the  world.  It  cov- 
ers the  quality  of  service  rendered  by  more 
than  50  Ampro  sound-on-film  projectors 
in  the  Sparta  CCC  district  during  the  past 
liree  vears. 


HEAjxia;«?rKss  spahta  ccc  dbtbict 

Offlcs  of  tbe  Chaplain 
Sparta,     viae one  In 


The  Ampro  Carporatlon,  *?  29,   19^0 

285?-51  north  Veetern  Ara., 
Chicago,   Illinois. 

Ky  doar  Mr.  Horisaa: 

It  baa  bean  two  years  since  v«  placed 
(XT  order  for  Ampro  projactore  for  use  In  the 
caape  of  the  Sparta  CCC  DlBtrlct .  The  projec - 
tore  have  provsd  to  be  all  we  had  hoped  they 
vould  bo,  la  the  matters  of  service  and  depen- 
dability. After  two  years,  repairs  are  still 
limited  to  minor  adjustments. 

The  projectors  have  proven  themaelTes  to 
be  extremely  simple   In  operation,   preeeatli^ 

little   If  any  difficulty  to  the  enrollee  op- 
erator.    They  do  not  damage  film  beyond  ordin- 
ary wear.     The  sound  reproduction  la  excellent 
and  cons  latent . 


We  have  nerar  regretted  placing  our  ( 
with  you. 


Tours  Tery  truly. 


RALPH  H.  DEAU, 
CCC  Chaplain, 
Films  Librarian. 


MODEL  "UA"  16mm.   AMPRO- 
SOUND   PROJECTOR.     Complete 
mixing     of     sound     from     film,     micro- 
phone    and      phonograph — permanently 
attached    reel    arms — ample    volume    for 
audiences     ranging     from     a 
lass  room     to     a     large 
auditorium  —  and 
many  other  out- 
standing    fea- 
tures. 


Price 


$345 


(Complete 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIKIIIIIIilllllllllillllllllll 


Send  lor  LATEST  CATALOG 


showing  templet,  illustrated  story 
of  Ampro's  fundomental  Features 
and  Accessories. 


MODEL  *'YA'*  16mm. 
AMPROSOUND  PRO- 
JECTOR. A  compact,  easy- 
to-operate  unit  offering:  Ex- 
treme quietness  of  operation, 
ease  of  operation.  1000  watt 
illumination,  quick  set-up. 
new  sound  loop  synchro- 
nizer, simplified  threading, 
and  many  other  unusual  fea- 
tures. 

Model    "XA 

(For  sound     J*/   |  J  Complete 

speed  oniy)     *"^  ■  •• 

Model  "YA" 

{For   sound   and  silent) 


$295 

Complete 


AMPRO 

•     ^    ■   ^.  TT,,.nM     AVENUE.    CHICAGO 


2839    N.    WESTERN     AVENUE 


.-- — -—  , 
I 

Ampro   f.orporalion  , 

on^o  \    \(e*lern  Ave.,  t.liuago.  111.  .  | 

'"'"c^nlLn:  P.ea^  .e^a  me        m-  .ale.  _.a.^«.> i;;.  . 

projectors.  | 

1 

>ame   I 

I 

Address    I 

Stale    I 

Citv    t 


1  ^^ 


ITT; 


til 


ilLMS  and  the  cause  of  democracy  have  a  lot  in 
common.  Neither  one  will  work  with  halfway  measures 
and  half-baked  understanding;  the  battles  of  France 
proved  some  of  that  when  they  were  lost  in  a  confusion 
of  ideologies  far  afield  from  the  true  democratic  ideals 
as  we  know  them.  So  is  the  full  realization  of  the  film's 
singular  powers  for  reaching  men's  minds  too  often  lost 
in  competitive  price  bidding,  amateurish  production 
and  half-finished  thinking  that  manages  to  get  the 
sponsor's  first  print  into  a  can  and  keep  it  there  safely 
away  from  the  prospective  audiences.  9  It  is  not  a  far 
cry  from  our  own  business  and  national  problems  to 
the  understanding  that  democracy  has  not  yet  lost  a 
battle  in  Europe  because  it  has  not  even  entered  the 
fight.  If  it  had  lived  no  power  on  earth  could  have  de- 
feated the  united  will  for  freedom  among  the  people 
of  France  and  the  power  of  Britain  would  have  been 
sufficient  to  awe  the  invader.  But  true  democracy  does 
live  in  America  and  it  will  be  kept  alive  by  the  under- 
standing of  all  the  people  and  our  common  sacrifice. 
%  These  things  will  be  easier  accomplished  if  we  use 
the  film's  power  to  sell  and  tell  the  nation  of  them  more 
completely  than  any  other  medium  of  communication. 


Such  a  task  will  be  guided  by  the  memory  of  the  econ- 
omies of  effort  which  brought  defeat  in  Europe;  the 
responsibility  of  fullout  professional  production  of  in- 
structional and  inspirational  films  will  be  placed  in  the 
hands  of  those  qualified  to  assure  their  success.  %  Be- 
hind the  commercial  film  medium  today  there  stands, 
ably  qualified  by  experience  and  personnel,  a  produc- 
tion and  distribution  industry  unaccustomed  to  the 
lavish  spectacles  of  film  entertainment  but  completely 
competent  in  the  production  of  films  that  bring  facts 
into  the  minds  of  those  who  see  them  with  a  minimum 
loss  of  understanding  and  an  economical  cost  result. 

#  This  industry  recognizes  professional  standards  of 
quality  and  maintains  these  standards  in  each  new 
assignment.  It  will  not  tolerate  the  gyp  and  the  fly-by- 
night  exile  from  Poverty  Row.  It  insists  that  the  true 
cost  of  a  film  is  not  in  the  size  of  the  film  negative  in  the 
camera  but  what  is  put  before  it  in  the  way  of  profes- 
sional talent,  adequate  sets  and  other  factors  essential 
to  the  interpretation  of  the  story.  9  Films  and  democ- 
racy have  a  lot  in  common.  Both  of  them  prove  that 
the  longest  road  is,  after  all,  the  shortest  one  home. 


FILMS    AND    DEMOCRACY    HAVE    A    LOT    IN    COMMON 


*«*» 


Modern 


gives  Flexibility 
to  audience  selection 
mid  market  coverage 
for  your  film 


^ 


^^'V. 


'•e 


^ 

^ 
^ 


.^^^''• 


f}0 


\ 


Here  are  some  typical  cases  of  MODERN'S  performance: 

A  basic  American  industry  wanted  to  point  out  to  the  general  public  the 
measures  it  takes  to  provide  safe  working  conditions  for  employees;  it  also 
w  anted  to  show  another,  longer  version  of  this  film  to  business  leaders  and  young 
people  located  only  in  areas  where  there  are  factories  engaged  in  this  industry. 
MODERN  staged  the  shorter  film  in  theatres  to  an  audience  of  1.623,633. 
The  business  leaders  were  covered  in  310  selected  cluh  showings.  And 
361.149  high  school  an<l  college  students  have  seen  the  film  to  date. 

A  large  producer  of  a  basic  raw  material  made  two  versions  of  a  film.  A  one- 
reel  film  for  public  relations  and  a  four-reel  picture  for  the  same  purpose 
plus  product  selling.  They  asked  for  general  public  circulation  for  the  first 
and  selected  adults  and  juveniles  for  the  second. 

MODERN  staged  the  one-reel  film  in  3,000  theatres  before  more  than  five 
and  a  half  million  people;  1013  club  shows  delivered  197.682  adults;  1059 
high  school  and  college  bookings  were  held  before  452.793  young  people. 

A  trade  association  wanted  to  place  their  story  before  the  general  public  in 
the  mass.  They  have  used  a  series  of  pictures. 

MODERN  presented,  over  a  four  vear  period,  four  of  their  pictures  in 

14,881  theatres  to  a  total  of  25.355.389. 

This    client    now    has    a    fifth    picture    in    circulation — again    relying    on 

MODERN. 

What  is  your  problem?  The  above  are  but  three  more  of  our  dozens  of 
satisfied  clients.  Modern  Talking  Picture  Service  can  help  you.  Telephone 
Circle  6-0910  or  write  to: 


9 


MODERN    TALKING    PICTURE    SERVICE,    IIVIC. 


9  Rockefeller  Plaza,  New  York,  N.  Y. 


[121 


Business  Screen 


Mac  trlls  Sf^fea  Ins  /■/. 


h'l odiiction  in  full  szciiuj  for  "Goi}i'  Places" 


This  trio  is  featured  in  the  Tc.i\u.j  juui. 


A  1940  Texas  Company  Motion  Picture  Makes  a  Real  Contribution  to  the  Petroleum  Industry 
Without     Relinquishing    Direct    Value    in    Selling     the     Company's     Own     Service     Program 


•  ^E  CAN.  in  eflfect,  say  we  "heard  bttueen  the 
lines"  of  the  sound  track  of  The  Texas  Com- 
pany's 19-iO  dealer  motion  picture  which  is 
aptly  titled  Coin  Places.  What  we  saw  on  the 
screen  was  a  fresh  and  well  played  version  of 
the  familiar  ""success  after  adopting  modern 
merchandising"  story;  but  what  we  heard  and 
saw  between  the  lines  was  something  new  and 
vastly  more  important  to  all  industry — and  par- 
ticularly to  the  petroleum  business  itself. 

For  The  Texas  Company  has  made  a  motion 
picture  that  bridges  the  too-wide  gulf  which  lies 
between  the  dealer  and  the  manufacturer  and  in 
so  doing  has  given  new  meaning  and  significance 
to  its  own  film  story.  In  addition  to  a  lesson  on 
merchandising.  Coin  Places  sells  the  dealer 
audience  strongly  on  the  petroleum  industry  it- 
self— the  jobs  and  security  it  provides  for  mil- 
lions of  people.  The  man  in  the  service-station 
business  is  depicted — and  rightly  so — as  an  in- 
tegral part  of  this  great  industry,  which  pro- 
vides him  an  opportunity  to  make  a  good  in- 
come, win  lasting  security  for  himself,  and 
become  a  worthwhile  citizen  of  his  community. 

Because  the  motion  picture  presentations  are 
believable  and  interesting.  The  Texas  Company 
is  able  to  report  that  audiences  of  dealers  and 
prospective  dealers  have  steadily  increased  from 
30,000  to  63.097  this  year. 

Preceded  by  Earlier  Dealer  Picture 

The  Texas  Company  first  presented  the  re- 
sults of  its  long  study  and  testing  of  its  Dealer 
Profit  Plan  as  a  whole  at  1939  Spring  dealer 
meetings  held  throughout  the  country  and  at- 
tended by  Texaco  dealers  and  their  employees. 
The  all-inclusive  idea  that  Texaco  products 
and  modern  methods  of  marketing  them  are  the 
basic  ingredient  for  a  successful  business  career 
was  presented  at  that  time  in  the  spearhead  mo- 
tion picture  of  Texaco's  complete  promotion 
program.  This  picture  was  titled  Tlie  Surpris" 
Party.  The  picture  (which,  incidentally,  won 
mention  by  Business  Screen  for  its  straightfor- 
ward, effective  presentation  of  a  selling,  edu- 
cational theme)  brought  home  the  opportunities 
which   await   the  service-station   operator  in  his 


own  backyard.  In  the  film  a  thoroughly  dis- 
illusioned dealer  finds  out  that  life  holds  both 
happiness  and  a  financial  reward  for  those  who 
are  wide-awake  to  grasp  them. 

The  overall  plan  was  thus  presented  in  the 
initial  film,  which  was  carefully  dovetailed  with 
all  other  promotion  and  sales  activities  of  the 
Company.  This  year,  following  out  its  planned 
program,  the  1940  meetings  present  to  dealers 
the  first  steps  of  the  plan  in  greater  detail : 
namely,  that  there  is  no  mystery  about  operat- 
ing a  service-station  business  successfully,  and 
that  any  intelligent  man.  with  a  reasonably  good 
location  and  sufficient  and  proper  equipment, 
can  secure  a  good  income  by  marketing  Texaco 
products  and  benefiting  by  Texaco's  activity  for 
bringing  in  customers  for  those  products  and 
the  Texaco   Dealer's   services. 

.\s  in  the  case  of  the  first  film,  the  producer 
again   succeeded  in  producing  a  thoroughly  be- 

The  Te.ras  Company  representative  gets  an  eyeful 
as  Mac  shows  him  some  progress  in  "Gain'  Places." 


!ie\able.  down-to-earth  slorv  for  presentation 
to  these  hard-thinking,  thoroughly  realistic  audi- 
ences of  businessmen.  Sometimes  the  difficulty 
of  that  task  is  under-estimated  and.  until  a 
film  fails  to  impress  such  an  audience,  the  ac- 
complishment goes  unrecognized.  For  the  men 
who  study  the  facts  presented  with  the  sugar- 
coating  of  entertainment  have  a  keen  sense  of 
balance  and  taste. 

How  TO  Really  Start  "Goin"  Places" 

From  the  reports  following  recent  showings  of 
the  1940  dealer  program.  Coin  Places  appears 
to  be  doing  just  that — going  places.  Its  central 
theme,  which  deals  with  the  first  steps  of  the 
Plan — securing  new  customers  for  the  service 
station — is  conveyed  by  means  of  the  story  of 
two  young  men,  a  happy-go-lucky,  adventurous 
but  roaming  race  driver  and  his  slow-but-sure 
partner  and  mechanic.  "Speed."  the  show-off 
race  driver,  smashes  up  in  a  small  town  and 
while  he  is  recovering.  Mac.  the  mechanic,  takes 
the  opportunity  to  bring  both  of  them  a  sane, 
sensible  existence  with  a  future  to  replace  their 
wanderings,  and  invest  their  ""sock"  in  a  service 
station,  instead  of  using  it  to  rehabilitate  the 
racing  car.  They're  in  business  now.  but  Speed 
doesn't  like  it. 

How  Mac  wins  him  over  with  the  iielp  of  Kay, 
a  pretty  girl  engaged  in  running  a  nearby  inn, 
is  half  the  story.  The  other  half  lies  in  the 
problems  with  which  they  are  faced — the  prob- 
lem of  all  service-station  operators — how  to 
get  customers  to  come  in  and  bu)  ? 

Mac  finds  out  about  the  Texaco  Plan,  to  be 
sure,  but  he  also  finds  out  something  about  the 
Company  and  the  industry  behind  the  Plan.  That 
is  what  gives  this  picture  its  overtone  of  co- 
operative relationship.  Mac's  common-sense 
and  the  courteous  way  in  which  he  faces  the  new 
adventure,  practically  single-handed  until  Speed 
turns  over  the  proverbial  leaf,  are  not  the  typi- 
cal situations  of  a  typical  commercial  film. 

Because  the  character  Mac  represents  all  little 
businessmen  and  because  he  makes  the  little 
business  man  an  important  part  of  the  whole 
>  Please  turn  to  Page  .32) 


I     Number  Seven     •     1940 


ri3i 


. 


FILMS 


at   tkz 


1940  \m  VORK  WORLD'S  Fllft 


These  modern  theatres  and  display  setn/^s  are  typical  of  the  1940  trends 
at  the  New  York  World's  Fair.  The  Coea-Cnla  and  Greyhound  theatres 
present  feature  films  within  especially  designed  film  auditoriums;  North- 
western Yeast  presents  its  sound  motion  picture  "Loaf  With  Maea"  via  a 
continuous  sound    motion    f^icture   projector   installed   in    the    exhibit   wall 


•  In  1939.  tlie  editors  of  Business 
Screen  presented  a  comprehensive 
survey  of  the  motion  pictures  and 
other  outstanding  visual  media  at 
the  New  York  and  San  Francisco 
\^  orld  Fairs.  On  these  pages  and 
elsewhere  in  this  issue  (page 
eight)  we  review  the  1940  edition 
of  the  New  York  show. 

Once  again,  major  sponsors  of 
feature-length  and  short  commer- 
cial reels  have  taken  their  films  to 
the  Fair.  New  arrivals  at  this 
year's  show  include  U.  S.  Steel. 
Ford.  Greyhound  and  Westinghouse. 
Returning  headliners  with  theatre 
setups  were  Chrysler.  General  Mo- 
tors. American  Tohacco.  Coca-Cola, 
Household  Finance.  National  Bis- 
cuit. Eastman  Kodak.  Metropolitan 
Life.  Coty.  Inc..  and  the  Petroleum 
Industry.  Missing  at  the  latest  roll- 
call  are  Johns-Manville.  MacFad- 
den  Publications.  Aetna  Life,  Lee 
Hats  and  several  other  smaller  ex- 
hibitors. 

The  sum  total  is  that  films  amply 
demonstrated  their  value  to  most 
users  at  last  year's  show.  Chrysler 
probably  went  to  the  nio.st  trouble 
in  preparing  its  film  entertainment 
for  tlie  Fair  audiences  and  was  re- 
warded this  year  as  it  was  last  with 
the  longest  waiting  lines  as  was 
the  spectacular  and  always  popular 
General  Motors  Futurama.  The  new 
Chrysler  third-dimensional  film  is 
the  first  Technicolor  stereo  subject. 
The  award  for  production  dili- 
gence must  be  shared  by  the  Ford 
Motor  Company.  The  stop-motion 
color  photography  and  musical 
backizi'ounds  of  the  Ford  presenta- 
tion Symphony  in  F  are  something 
to  hear  and  behold. 

What  the  audiences  liked  best 
were,  as  has  already  been  pointed 


out  by  Business  Screen  s  reporter- 
on-the-scene.  pictures  with  an  en- 
tertainment -  educational  quality 
rather  than  straight  technical  films. 
This  theme,  aided  by  generous  use 
of  Technicolor  and  unusual  camera 
effects,  is  predominant  through  the 
Fair.  As  usual,  continuous  propec- 
tion  setups  were  also  widely  evi- 
dent and  it  was  noteworthy  that 
those  which  included  sound  were 
outstanding  crowd  stoppers.  Sound 
may  be  an  objectionable  feature  on 
a  small  exhibit  floor  or  in  a  retail 
establishment  but  in  buildings  and 
on  grounds  built  on  the  scale  of 
the  New  York  exposition,  it  ap- 
pears to  be  a  valuable  asset. 

I.  FILM  THEATRES 

Exhibitors  presenting  motion  pic- 
tures or  visual  displays  in  projection 
auditoriums;  tlie  majority  of  these 
equipped  with  permanent  theatre 
seating;  ivall  screen  installations. 

INDUSTRIAL-COMMERCIAL 
E.XHIBIT.S 

AMERICAN  TOBACCO  COMPANY:      "The 

Story  of  Lucky  Sti-ike"  a  motion 
picture  presenting  the  product 
story.  Projection:  Simplex  (35- 
mm).  Screen:  Translux  (RP) 

CHRYSLER  MOTORS:  "New  Dimen- 
sions" features  3rd-diniensional 
Technicolor  sound  motion  picture. 
Projection:  2  Motiographs  (35mm) 
with  Selsyn  Drive  for  synchronons 
screening.  Screen:  Walker-Ameri- 
can (40x60  feet).  Seating:  339 
American.  Other  Equipment:  Bren- 
kert  lamps;  Air-Temp  Air  Con- 
ditioning 

COCA-COLA  COMPANY:  'Refreshment 
Through  the  Years"  all-Techni- 
color sound  motion  picture  product 
story.  Projection:  Simplex  semi- 
portable  (35mm).  Screen:  10'. 
Seating:  350.  Other  Equipment: 
Strong  Arc  Lamp 

COTY.  INC.:  "Color  Song"  Koda- 
chrome  sound  color  film  (first 
utilizing  optical  efFects,  etc.  Pro- 
jection:   2    Bell    &    Howell    Filnio- 


sounds.  Screen:  Raven.  Seating: 
77  Stakmore  seats 

EASTMAN  KODAK  COMPANY:       "CaVal- 

cade  of  Color"  moving  color  murals 
of  enlarged  Kodachrome  scenes. 
Projection:  11  Eastman  slide  pro- 
jectors of  special  construction. 
Screens:  Raven  (11).  Seating: 
none.  Other  Equipment:  York  Air 
Conditioning 

FORD  MOTOR  COMPANY:   "Symphon.V 

in  F"  Technicolor  feature  motion 
picture  presenting  industrial  theme 
with  unusual  optical  and  production 
Projection:  company-adapted  pro- 
jection apparatus.  Seating:  950 

GENERAL  MOTORS  CORPORATION: 

"Progress  on  Parade"  etc.  product- 
institutional  motion  pictures,  ani- 
mated cartoons.  Projection:  Sim- 
plex 35mni  (2).  Screen:  Walker- 
American.  Seating:  650  Heywood- 
Wakefields.  Other  Equipment: 
Strong  Arc  Lamp;  Frigidaire  Air 
Conditioning 

GREYHOUND  MANAGEMENT  COMPANY; 

"They  Discovered  America"  motion 
picture  travelogue  featuring  bus 
tours.  Projection:  Bell  &  Howell 
Filmosound.  Screen :  DaLite  Beaded. 
Seating:  98  Lloyds.  Other  Equip- 
ment: Selectroslide  still  projection 
of  Kodachrome  scenic  slides. 
HALL  OF  FASHION:  Varying  film  pro- 
grams. Projection:  Holmes  Sound. 
Screen:  8'.  Seating:  280  (approx). 
Other  Equipment:  Strong  Arc 
Lamp. 

HOUSEHOLD    FINANCE    CORPORATION: 

"Happily  Ever  After"  motion  pic- 
ture feature  film.  Projection:  Am- 
prosounds  (2).  Screen:  Raven. 
Seating:  226  Irwins.  Other  Equip- 
ment: Typhoon  Air  Conditioning 

METROPOLITAN  LIFE  INSURANCE  COM- 
PANY: "Once  Upon  a  Time"  etc., 
health  ed.  motion  pictures.  Projec- 
tion: Victor  Sound.  Screen:  Raven. 
Seating:  150  (approx.) 

NATIONAL  BISCUIT  COMPANY   'AroUnd 

the  Clock"  .  .  .  "Mickey  Mouse" 
all-Technicolor  motion  picture  pro- 
gram. Projection:  Simplex  ,'?5mm. 
(2).  Screen:  Raytone  Perforated. 
Seating:  262  Americans.  Other 
Equipment:  Peerless  Arc  Lamps; 
Frick  Air  Conditioning 

PETROLEUM  INDUSTRY:   "Oil  Can  & 

Does"  animated  stop-motion  color 
film.  Projection:  Simplex  35mm. 
(2).  .Screen:  Walker-.A.merican. 
.Seating:  168  Royal  Metal.  Other 
Equipment:  Peerless  Arc  Lamps 

u.  s.  STEEL  CORPORATION: "Men Make 
Steel"  Technicolor  motion  picture 
of  steel  production.  Projection: 
Simplex  35mm  (2).  Screen:  Raven. 
Seating:  250.  Other  Equipment: 
Peerless  Arc  Lamps 

GOVERNMENT  &  EDUCATION 

BRITISH  EMPIRE  BUILDING:        British 

documentary  films.  Projection: 
British  Thomas  Houston  (sound). 
Screen:  15'.  Seating:  250 
FRANCE:  French  travelogues,  etc. 
Projection:  Simplex  (35mm).  Bell 
&  Howell  Filmosound  Arc.  Screen: 


Raven.  Seating:  350.  Other  Equip- 
ment: Peerless  (1)  and  Strong  (1) 
Arc  Lamps 

SCIENCE  &  EDUCATION  BLDG.:    (Little 

Theatre)  "The  City"  etc.  Projec- 
tion: Simplex  35mm  (2).  .Screen: 
Hurley.  Seating:  250  Americans. 
Other  Equipment:  Strong  Arc 
Lamps 

UNITED  STATES  OF  AMERICA:      "TheSe 

United  States"  film  feature.  Pro- 
jection: Simplex  35nim  (3). 
Screen:  Walker- American.  Seat- 
ing: 365  Americans.  Other  Equip- 
ment: Peerless  Arc  Lamps 

UNITED     STATES      (FEDERAL      WORKS) 

Documentary  motion  pictures. 
Projection:  Simplex  35mm  (2). 
Screen:  15'.  Seating:  299  (approx.) 

II.    FILM  EXHIBITS 

Ej^hihitors  presenting  motion  pic- 
tures on  screens  in  projection  cabi- 
nets; by  rear-projection  within 
exhibit  icalls,  cotitinuous  and  other- 
wise. Rear-Projection  showings  in- 
dicated by  (RP).  (C)  de7wtes  con- 
tinuous equipment  vsed.  Unless 
otherwise  indicated  all  shown  are 
16mm.  sound  films. 

AMERICAN   TELEPHONE  &   TELEGRAPH 

CO.;  Industrial  films.  Projection: 
Bell  &  Howell  silent  (C).  Screen: 
Translux    (RP) 

CANADIAN     NATIONAL     RAILROAD; 

Travelogues.  Projection:  Bell  & 
Howell  1200  watt  silent  (C). 
Screen:  Translux  (RP) 
CM-FRIGIDAIRE:  Industrial  film.  Pro- 
jection: Bell  &  Howell  silent  (C). 
Screen:  Rubber  Latex  (RP) 

NATL.     ADV.     COMMON    AERONAUTICS; 

Aviation  research  films.  Projec- 
tion: Bell  &  Howell  Filmosound 
(C).  Screen:  DaLite  (RP) 

NATL.  TUBERCULOSIS  ASSN  ;       Health 

films.  Projection:  Bell  &  Howell 
Filmosound  (C).  Screen:  DaLite 
(RP) 

NORTHWESTERN     YEAST     COMPANY: 

"Loaf  With  Maca"  product  film. 
Projection:  Bell  &  Howell  Filmo- 
sound (C).  Screen:  DaLite  (RP) 

PLANTERS  PEANUTS:  "Mr.  Peanut  & 
His  Family  Tree"  animated  car- 
toon. Projection:  Victor  silent  (C). 
Screen:  Latex  Rubber  (RP) 

RAILROAD  SUPPLIERS:  "On  To  Wash- 
ington" travel  film.  Projection: 
Bell  &  Howell  Filmosound  (C). 
.Screen:  Raven.  Seating;  150 

WESTINGHOUSE  ELECTRIC  &  MFG.  CO.: 

"The  Bugaboo  of  Bugville"  scienti- 
fic product  presentation  film.  Pro- 
jection: Bell  &  Howell  Filmo- 
sounds  (2).  Screen:  Matte  White. 
Seating:  500 
YALE  &  TOWNE  MFG.  CO.  "Home  De- 
fense" etc.  product  films.  Projec- 
tion: Bell  &  Howell  Filmosounds 
(2).  Screen:  Glass 

GOVERNMENTAL  EXHIBITS 

U.  S.  ARMY  AIR  CORPS:  "Wings  of  the 
Army"  film.  Projection:  Bell  & 
Howell  Filmosound  (C).  Screen; 
Translux  (RP) 

u.  s.  DEPT.  OF  AGRICULTURE;  Agri- 
cultural  films.   Projection:   Bell   & 


"Men   Make  .^tccl"  in   this   iechnwulvi'  sound  motion  picture  being  presented  to 

New  York  fair  audiences  in  the  nezu  modern  theatre  opened  this  year  for  visitors 

to  the  U.  S.  Steel  Corporation's  educational  exhibit  building. 


Howell    Filmosound    (C);    Bell    & 
Howell    silent    (C).    Screen:    Glass 

u.  S.  NAVY  AIR  CORPS;  'Navy  Wings 
of  Gold"  sound  motion  pictures. 
Projection:  Bell  &  Howell  Filmo- 
sound   (C).   Screen:   DaLite    (RP) 

UNITED  STATES;  Government  Works 
films.  Projection:  Bell  &  Howell 
silent  (C).  Screen:  Raven  (RP) 

STATE  EXHIBITS 

FLORIDA:  Scenic  travel  films.  Projec- 
tion: Bell  &  Howell  Silents  (1-C); 
1-1200  watt.  Screens:  Glass,  Da- 
Lite  Beaded 

MASSACHUSETTS:  "New  England  To- 
day" scenic  films.  Projection:  Am- 
prosound.  Screen:  6' 

NEW  HAMPSHIRE:  "New  Hampshire 
on  Parade"  scenic  film.  Projection: 
Bell  &  Howell  silent  (C).  Screen: 
DaLite  (RP) 

NEW  YORK  CITY;  Civic  films.  Projec- 
tion: Victor  Animatograph  silents 
(6-C).  Screens:  Glass  (6) 

FOREIGN  EXHIBITS 

BELGIUM;  Scenic  and  documentary 
motion   pictures.    Projection:    Sim- 


plex 35nim  (2).  Screen:  12'.  Other 
Equipment:  Peerless  Arc  Lamps 

BRAZIL:  Scenic  and  documentary 
motion  pictures.  Projection:  Sim- 
plex 35mm  (2).  Screen:  12'.  Other 
Equipment;  Peerless  Arc  Lamps 

CZECHOSLOVAKIA:  Sceulc  and  propro- 
ganda  films.  Projection;  Victor 
Sound.  Screen:  6' 

DOMINICAN  REPUBLIC:  Scenic  and 
Commercial  films.  Projection:  Bell 
&  Howell  Silent  (C);  Ampro  Silent 
(C).  Screens:  DaLite  (RP) 

FINLAND:  Scenic  and  Commercial 
films.  Projection;  Bell  &  Howell 
Silent  (C);  Bell  &  Howell  Filmo- 
sound Arc.  Screen:  DaLite 

ICELAND:  Scenic  films.  Projection: 
Bell  &  Howell  1200  watt  silent. 
Screen :    Raven 

ITALIAN  CINEMA:  Documentary  and 
scenic  films.  Projection:  All  Italian 
equipment  35mm 

PALESTINE:  Historical  documentary 
films.  Projection:  Bell  &  Howell 
Filmosound  (C).  Screen;  Translux 
(RP) 

SWITZERLAND:  Scenlc  films.  Projec- 
tion: 16mm  Swiss  Equipment. 

Key:    (RP)    Rear   Projection    setup. 

(C)  Continuous  projection  equipment 


Within  these  imUs  (below),  the  .-Itiieriian  Tobacco  Coinpanv  unreels  its  enter- 
taining and  instructive  sound  mozie.  The  Story  of  Lucky  Strike,  to  Fair  visitors. 
Household  Pittance  Corporation  presents  its  entertaining  and  instructive  films  with- 


■■::;:imiao.HVis  ^     ^ 


f 


ill  the  t'orlals  under  this  theatre  marquee-  The  Coty  huUding  (right)  aho  hojtses 
a  eoinfortable  theatre  zchere  jeminine  visitors  can  watch  a  color  and  sound  inozne 
of  iinitsiinl  interest.  The  Coty  film  features  of^tieal  effects  achiez-ed  in  Kodachrome. 

THE  ■■.■': 
TYRANNit 


.1       ft  llWtfTC 


4 


Robert    Ball] win "Penny"        Marsha  Hunt ''Ev 


Edgar  Bearing "Barney"        Frank    Feylan "Pete" 


•  In  A  SINGLE  COMMERCIAL  motion 
picture  of  the  1940  season  the  cast 
pictured  on  this  page  was  assem- 
bled. They  included  actors  and  ac- 
tresses who  rate  '"tops"  among 
Hollywood's  favorite  featured  play- 
ers: their  combined  professional 
years  would  have  totaled  many 
score.  The  event  was  not  an  excep- 
tion but  it  was  a  noteworthy  ex- 
ample of  the  recognition  on  the  part 
of  sponsors  and  producers  of  the 
public's  role  in  the  commercial  film 
show. 

The  picture  was  the  Standard 
Oil  Company's  (of  Indiana)  Penny 
Turns  Pro.  Included  in  the  cast 
were  Robert  Baldwin.  Marsha  Hunt 
and  Frank  Feylan.  Baldwin  recent- 
ly appeared  as  the  juvenile  lead  op- 
posite Jean  Hersholt  in  Meet  Dr. 
Christian:  ^larsha  Hunt  was  fea- 
tured in  The  Hardys  Ride  High, 
Winter  Carnival,  These  Clamor 
Girls.  Frank  Feylan's  roles  in  the 
dozen-odd  features  in  which  he  has 
appeared  have  earned  him  high- 
rank  among  Hollywood  character 
players. 


'When  Professional  Talent 

Counts  Most 
A  very  large  percentage  of  the 
commercial  films  produced  require 
neither  Hollywood  talent  nor  the 
services  of  any  professional  talent. 
Straightforward  factual  presenta- 
tions of  industrial  processes,  travel- 


tUi 


ence.  \^1iat  is  true  of  accuracy  in 
props  and  set  design  is  equally  true 
of  the  characters.  Too.  the  work  of 
polished  actors  experienced  in  tech- 
nique is.  in  the  full  run  of  produc- 
tion, less  expensive  because  it  en- 
ables the  director  to  move  swiftly 
along  according  to  schedule. 


profo!!«siunaI     talent     proven     important 
in$<r(Mlient    in    pictures    that    sell    ... 


ogues  and  similar  subjects  would  be 
less  effective  sans  pure  realism.  But 
dramatic  sequences  requiring  plot 
and  character  action  to  register  an 
idea  or  to  create  a  mental  reaction 
make  up  the  other  and  highly  im- 
portant half  of  this  commercial 
film  business. 

Then  talent  counts.  A  muffed 
scene,  amateurish  acting  all  help  to 
destroy  sense  of  realistic  action  and 
to  lose  the  confidence  of  the  audi- 


It  Isn't  the  Names 
In  the  Hollywood  star  system,  the 
names  of  featured  players  mean 
money  at  the  box-office.  Not  so  in 
the  commercial  field,  here  it's  just 
ability  that  counts.  Star  salaries 
don't  mean  a  thing;  neither  do  stel- 
lar personalities.  So  the  players 
selected  by  the  commercial  film  di- 
rector are  there  because  they  fit  the 
parts,  and  are  fit  to  do  them,  and 
for  that  reason  alone.     Such  char- 


acters, in  effect,  move  easily  and 
acceptably  into  the  situations 
created  for  the  audience.  The  story 
is  always  predominant  and  the  plot 
idea  the  final  victor  which  earns  the 
plaudits  of  the  audience.  For  the 
commercial's  first  and  final  objec- 
tive is  business  and  its  final  success 
is  measured  by  the  sales  results 
attained. 

Other  Name  Talent  Useful 
Another  type  of  professional 
talent  is  that  of  the  commentator. 
Here  the  name  of  the  personality 
means  something  to  the  audience 
and  so  is  often  employed.  It  tells 
in  effect  that  an  interesting  and 
clearly  told  story  of  the  film  can  be 
expected.  In  the  same  vein,  well 
known  radio  personalities,  some- 
times identified  with  the  film  spon- 
sor's own  radio  program,  can  be 
very  successfully  used  in  commer- 
cial  releases. 

The  Professor  Quiz  program  will 
appear  shortly  in  a  commercial 
short  for  Du  Pont.  Ray  Perkins 
broadcasts  for  Westinghouse  were 
introduced  in  the  Middlcton  Family 
at  the  I\'eu'  York  World's  Fair. 


Mary  Field 


r  Ryan" 


SHFET. 


"SAFETV  OS  THE  SfREEi« 

b  V  E .   I .   W  o  o  tl  b  II  r  V .   D  i  r «'  o  f  o  r .   I*  o  .s  f  <>  r   II  i  v  i  n  i  <»  ii .    >  a  t  i «» ii » I    S  a  f  e  I  v    C  o  ii  ii  c  i  I 


•  At  the  terminal  of  a  large 
trucking  company,  a  couple  of 
dozen  husky-looking  fellows  enter 
a  room  and  choose  seats  in  rows 
of  chairs.  The  lights  go  out.  A 
pencil  of  light  stabs  through  the 
darkness  and  illuminates  a  silver 
screen  at  one  end  of  the  room.  A 
needle  scratches  faintly  on  a  record, 
and  then,  as  a  crash  of  music  tem- 
pers to  a  background,  a  title  flashes 
on  the  screen  .  .  . 

DEFENSIVE  DRIVING 

A  Presentation  of 

the  Sational  Safely  Council 

Punctuated  by  the  ping  of  the 
frame  change  signal,  the  story  be- 
gins to  unfold.  Two  newspaper  re- 
porters are  interviewing  a  truck 
driver  who  has  won  a  National 
Safety  Council  No-Accident  Award 
for  a  long  record  of  safe  driving. 
Truck  Driver  Crowley  is  saying: 
'■\^ell.  boys,  there  isn't  any  mys- 
tery about  it!  I  just  follow  the 
common  sense  and  courteous  rules 
of  what   I   call   defensive  driving." 

The  camera  follows  Crowley's 
big  truck  as  it  rolls  safely  and  ex- 
pertly through  traffic;  voices  ham- 
mer into  the  minds  of  these  men  in 
the  darkened  room  the  philosophy 
of  safety,  pointing  out  the  hazards, 
showing  how  they  can  be  avoided. 

For  these  men  are  truckers,  too. 
They  see  themselves  riding  in 
Crowley's  cab.  They  are  seeing 
familiar  scenes  and  situations,  but 
in  a  new  light.  They  are  learning 
the  safe  drivers  tricks  of  the  trade 
in  an  interesting,  graphic  way  that 
makes  preaching  painless. 

Defensive  Driving  is  only  one  of 


nine  sound  slidefilms  produced  by 
the  National  Safety  Council  since 
it  began  pioneering  this  effective 
means  of  safety  education  just  two 
years  ago.  The  sound  slidefilm  now 
has  taken  a  definite  and  important 
place  in  the  Councils  program  of 
accident  prevention. 

Films  are  helping  us  sell  safetv. 
And  it's  one  of  the  toughest  selling 
jobs  any  organization  ever  has  had 
to  face.  It's  tougher  than  selling 
automobiles  or  toothpaste  or  break- 
fast food. 

Anybody  will  tell  you  that  he 
doesnt  want  to  get  killed  in  an 
accident.  Yet  last  year  93.000 
people  were  killed,  and  8.800.000 
were  injured.  \^hy?  Because  they 
hadn"t    been    sold    on    safety.     Na- 


turally, they  wanted  to  live.  They 
didn't  have  an  accident  on  purpose. 
The  reason  thev  were  killed  was  be- 
cause they  had  not  been  reached 
with  the  sales  message — or  if  they 
were  reached,  thev  had  not  been 
sold. 

.A  long  time  ago  we  learned  that 
accidents  don't  just  happen — they 
are  caused.  \^e  have  discovered 
most  of  the  causes.  Some  of  these 
causes  we  can  eliminate  by  engi- 
neering. Some  we  can  get  rid  of 
by   compulsorv   rules   on   behavior. 

But  the  ultimate  goal  in  accident 
prevention  never  can  be  achieved 
until  we  convince  Mr.  and  Mrs. 
America  that  if  they  want  to  pro- 
tect their  lives,  they  have  to  do 
something  about  it  themselves. 


^Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 

I  TYPICAL  SOURCES  OF  SAFETV   FILM   PROGRA.MS  I 


Aetna  Life  &  Affiliated 
Companies.  Safety 
Educational  Dept..  151 
Farmington  .\ve., 
Hartford.    Conn. 

American  Aatomobile 
Assn.,  17th  &  Pennsyl- 
vania Ave.,  N,  W.. 
Washington.  D.   C. 

Automobile  CInb  of  So. 
Calif..  Public  Safety 
Dept..  Los  .Angeles. 
Calif. 

Chevrolet  Motor  Car  Co., 

Detroit.  Michigan. 

Employers  Mutual  Insur- 
a  n  c  e  Co.,  Wausau. 
Wisconsin. 

Fireman's  Fund  Indem- 
nitv  Co.,  116  John  St.. 
N.  Y.  ;  Wl  California 
St..  San  Francisco,  or 
local  agencies, 

Firestone  Tire  &  Rubber 
Co..  .Akron.  Ohio. 


General  Electric  Co..  Vis- 
ual Instruction  Section, 
Schenectady,    N.    Y. 

General  Motors  Corpora- 
tion, New  York,  N.  Y. 

Goodyear  Tire  &  Rubber 
Company.  Motion  Pic- 
ture Dept..  Akron, 
Ohio. 

Intl.  Assoc,  of  Chiefs  of 
Police,    Safety   Division 

S  Northwestern  Univ. 
Traffic  Institute.  1S27 
Orrington  .\ve..  Evan- 
ston.  III. 

Metropolitan  Life  Insur- 
ance Co..  Welfare  Di- 
vision,   N.  Y'.    C. 

Natl.  Conservation  Bu- 
reau, 60  John  St..  New 
York  City. 

National    Safety    Council, 

20  North  SV  a  c  k  e  r 
Drive.    Chicago. 


Modern  Talking  Picture 
Service,  Nine  Rocke- 
feller Plaza,  New  York 
City  (slidefilm-rentah 
(see   cut   atiove). 

Motion     Picture    Bureau, 

National  Council 
YMCA,  347  Madison 
.Vve,,  N,  Y.  ;  19  So.  La 
Salle,  Chicago,  and  351 
Turk     St..     San     Fran- 


Travelers    Insurance    Co., 

Hartford,   Conn. 

Underwriters  Laborator- 
ies, Inc.,  207  E.  Ohio. 
Chicago:  also  N.  Y.  C. 
and  San   Francisco. 

U.    S.    Bureau    of   Mines. 

4S00   Forbes  St,,    Pitts- 
burgh, Pa. 

U.  S.  Dept.  of  Agricul- 
ture. Motion  Picture 
Extension  Service. 
Washington,  D.  C. 


flllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllHIllllllllllllllllllNIIIIIIIIIIIIIIHIIIIIIIUIIIIHIIIItllllllllllllllHIIIIIIIIIIIIIIIIIIIIIIIIIIIlin^ 


That's  our  selling  job.  .^nd  we 
have  to  reach  all  the  people,  not 
just  enough  to  show  a  profit.  Our 
market  is  unlimited,  and  the  satura- 
tion point  is  never  in  sight. 

In  this  business,  parado.xical  as 
it  is.  of  persuading  people  to  take 
the  trouble  to  save  their  own  lives, 
we  have  utilized  every  method  of 
public  education  at  our  command, 
and  employed  new  ones  as  they 
were  developed. 

The  field  of  visual  education 
opened  vast  new  possibilities.  Of 
course,  we  have  used  posters  for 
many  years.  Although  the  glass 
slide  and  lecture  did  an  excellent 
job  in  the  magic  lantern  era.  a  more 
dramatic  and  natural  medium  was 
needed. 

Then  came  motion  pictures,  rap- 
idly developed  to  include  both 
sound  and  color,  unquestionably 
king  in  the  visual  education  field. 
But  the  budget  restrictions  of  a 
membership  association,  plus  the 
need  for  producing  several  films  a 
year  on  many  different  subjects. 
eliminated  movies  from  our  pro- 
gram. 

The  sound  slidefilm  became  a 
happy  and  entirely  satisfactory 
compromise.  After  considerable 
pioneering,  it  has  been  accepted 
wholeheartedly,  and  the  demand  is 
now   taxing  production  facilities. 

Our  policy  has  been  to  produce 
programs  dealing  with  general  acci- 
dent causes  which  would  apply  to 
virtually  any  industrial  plant.  .All 
factories  or  transportation  com- 
panies have  certain  common  acci- 
{ Please  turn  to  next  pa  get 


isM^':;.i{::;iiiiill^^  iii'^^-''iiB?^i:i 


Si^^iiKSS::;:;^;:^^*;^:^;: 


P  RE  V  U  E  —  I  I 


Safety        Films 


Newest     of      tin:     :ioiiiiitsli(le     fihii     ))rog)ams      to     he      relenseil     hii      the      shows    the   losses   caused   industry   by   avoidable   plant   accidents.     Available 
National  Safety   Council,   Chicago,    is   "Invisible   Red   Ink."     This   proyram      to  non-members  at  reasonable  rentals  or  purchase  ...  Producers:  Sarra,  Inc. 


SAFETY  (III  Hie  SCREEN— 

denl  problems,  and  our  films  had 
to  be  designed  so  that  they  would 
be  equally  effective  in  a  steel  mill 
or  a  shoe  factory. 

Most  films  are  aimed  at  employee 
education,  and  the  result  has  been 
very  gratifying.  For  example,  one 
large  concern  reported  that  after 
showing  a  film  on  infection  and 
first  aid  for  minor  wounds,  the 
number  of  treatments  at  the  first 
aid  rooms  more  than  doubled,  with 
a  comparable  drop  in  lost  time  and 
compensation. 

\^  e  either  sell  or  rent  the  films 
and  discs.  It  has  been  both  sur- 
prising and  significant  to  us  that 
sales  of  these  sets  have  been  about 
seven  times  more  frequent  than 
rentals.  Industrial  plants  have  in- 
dicated that  they  are  building  up 
libraries  of  the  programs  for  train- 
ing new  employees  and  periodic 
reshowing  to  the  veterans. 

Since  the  films  are  rented  or 
sold,  and  thus  pass  out  of  our  direct 


control,  it  is  difficult  to  estimate 
accurately  how  many  times  they 
have  been  exhibited  or  how  many 
persons  have  viewed  them.  How- 
ever, it  would  be  a  conservative 
guess  to  say  that  40  million  per- 
sons have  seen  one  or  more  of  the 
Council's  films. 

We  feel  that  we  have  just 
scratched  the  surface  in  exploiting 
the  sound  slidefilm.  No  longer  is 
it  limited  to  sales  training.  Be- 
cause it  combines  effectiveness  with 
low  expense,  it  is  just  coming  into 
its  own  as  a  tremendous  influence 
in  public  education. 

Traffic  safety  education  can  be 
carried  on  in  much  the  same  man- 
lier that  has  been  so  successful  in 
industrial  safety  education.  The 
field  of  safety  education  in  the 
schools  is  still  wide  open. 

There  are  innumerable  possibili- 
ties that  haven't  even  been  touched, 
but  I  believe  it  is  only  a  matter  of 
time  before  the  sound  slidefilm  will 
be  doing  the  most  outstanding  edu- 
cational job  in  the  country. 


mm  mm  ii  the  schools 


♦  The  field  of  safety  education  in 
the  schools  demands  special  con- 
sideration. The  present  numerical 
superiority  of  silent  visual  aids  and 
the  growing  volume  of  sound  motion 
picture  equipment  are  important 
factors  in  preparing  material  for 
this  field;  the  tremendous  circula- 
tion and  basic  educational  oppor- 
tunity, especially  in  vehicle  traffic 
safety,  are  also  noteworthy. 

From  the  school's  point-of-view 
the  large  number  of  programs  al- 
ready available  at  low  cost  or  en- 
tirely free  furnishes  further  evi- 
dence of  the  value  of  oAvning  visual 
equipment.  The  methods  of  pre- 
senting such  programs  are  uniform. 
An  advance  prevue  showing,  pre- 
pared questions  for  review  and  an 
advance  discussion  plan  are  impor- 


tant elements  to  assure  understand- 
ing. 

A  number  of  films  in  this  field 
were  not  included  in  the  listing  be- 
low because  of  their  primary  school 
eduralional  theme.  These  titles 
include  many  subjects  such  as  .45^ 
Daddy.  Automobile  Safety,  Goofs, 
Lest  We  Forget,  School  Safety 
Patrols,  Spinning  Spokes,  and 
Street  Safety.  Principal  classifica- 
tions are:  A.  Street  and  Highway 
Safety;  B.  Fire  Prevention:  C. 
Forest  Fire  Prevention:  D,  First 
Aid;  E.  Driver  Training:  and  F. 
General  Safety.* 

*See:  Visual  Aids  in  Safety  Edu- 
cation, prepared  by  Safety  Educa- 
tion Projects  of  the  Research  Divi- 
sion ;  National  Ed.  Assoc,  of  the 
U.  S.  1201  Sixteenth  St..  N.  W., 
Washington.  D.  C.   Price:  25c. 


A  1940  CHECKLIST  OF  SOUND  &  SILENT  MOTION  PICTURES  &  SLIDEFILMS 


Editor's  note:  Please  use  care  in 
referring  to  sources  of  films  listed 
when  applying  for  loan.  School 
safety  subjects  included  are  only 
representative  of  a  long  list. 

I.     MOTION    PICTURE    FILMS... 

FIRE  PREVENTION 
Approved     by     the     Underwriters: 

16  and  35  nun.  sound — 4  reels. 
Distributed  by:  Underwriters  Lab- 
oratories. 2IJ7  E.  Ohio  St.,  Chi- 
cago, 111.  :  161  Sixth  Ave..  New 
York,  N.  Y.  ;  and  500  Sansome 
St.,  San  Francisco.  Cal.  Rental: 
Free. 

Technical  in  subject  matter,  show- 
ing testing  procedures  and  routine 
analysis  of  all  sorts  of  devices 
conducted  by  the  Underwrit*?r8 
Laboratories. 

The  Bad  Master:  16  mm.  silent 
and  sound— 1  reel.  Distributed 
by:  Various  state  and  local  deposi- 
tories. 

Deals  generally  with  fire  preven- 
tion in  the  home.  Covers  such 
things  as  smoking,  flat  irons, 
electrical  equipment,  etc. 
The  Danger  That  Never  Sleeps: 
35  mm.  silent — 1  reel.  Distributed 
by :  Visual  Instruction  Service, 
Iowa  State  College,  Ames.  Iowa. 
Rental :  Free. 

Best  suited  for  child  audiences.  A 
story  built  around  the  fire  hazards 
of  the  average  home.  Picture  is 
rather  old,  but  safety  message  is 
still   effective. 

Fire  Prevention:  16  mm.  silent— 
1  reel.  Distributed  by :  Various 
state  and  local  depositories. 
Film  is  in  two  i)arts — First  half 
deals  with  fire  prevention  in  build- 
ing   construction    and    second    half 


is  an  appeal  for  fire  prevention 
in   the   home. 

Fire  Protection:  16  mm.  silent  — 
1  reel.  Distributed  by :  Various 
state  and  local  depositories. 
Deals  generally  with  fire  fighting 
and  its  history.  Covers  firemen 
training,  fire  extinguishers,  arti- 
ficial respiration  and  school  fire 
drills. 

Fire  Safety:  16  mm.  silent— 1  reel. 
Distributed  by:  Various  state  and 
local  depositories. 
Deals  mostly  with  fire  prevention 
in  the  home.  Covers  proper  treat- 
ment of  burns. 

Fire  Weather:  16  and  35  mm. 
sound — 2  reels.  Distributed  by  : 
U.  S.  Dept.  of  Agriculture.  Motion 
Pictures,  Extension  Service. 
Washington.  D.  C.  Rental:  free. 
Shows  cooperation  between 
Weather  Bureau  and  Forest  Ser- 
vice. Contains  location  of  fire ; 
use  of  radio  truck.  Largely  tech- 
nical ;  best  for  regions  in  forest 
areas. 

Modern  Magic  in  Fire  Protection: 

Distributed  by :  Roekwood  Sprin- 
kler Co..  48  Harlow  St..  Wor- 
cester. Mass.  Rental:  Free. 
A  technical  approach  to  industrial 
fire  prevention.  Shows  the  oper- 
ation of  certain  types  of  sprin- 
kler systems.  Considerable  ad- 
vertising for  Roekwood  products 
is  involved  in  the  picture,  but  sub- 
ject matter  is  worth  while  and 
well    presented. 

More  Dangerous   Than   Dynamite: 
IK   mm.   sound— 1   reel,  9  minutes. 
Distributed  by:   Various  state  and 
local    depositories. 
Covers    accident    and    fire    preven- 


tion in  the  home.  Safe  handling 
of  flaniniabte  liquids  is  demon- 
strated. 

Preventing  Fires  Through  Elec- 
trical Safety :  16  mm.  silent — 2 
reels.  3(1  minutes.  Distributed  by: 
International  Association  of  Elec- 
trical Inspectors,  85  John  St., 
New  York.  N.  Y. 
Deals  with  the  proper  handling 
and  maintenance  of  electrical 
eciuipnient  in  preventing  fires. 
Home    and    public    fire    prevention. 

Sounding  the  Alarm:  16  and  35 
mm.  sound — 1  reel.  Distributed 
by :  Aetna  Life  Affiliated  Com- 
panies, Hartford,  Conn.  Rental 
Free. 

An  appeal  against  the  sending  of 
false  alarms.  A  fast-moving  story 
adds  to  the  effectiveness  of  the 
film. 

U.     S.     Fire     Fighters:     85     mm. 

sound — 2  reels.  Distributed  by : 
R.  K.  O.  Radio  Pictures.  Inc.. 
local  office. 

"March  of  Time"  film  dealing 
mostly  with  fire  prevention  in  the 
home.  Describes  the  work  being 
done  by  the  National  Fire  Protec- 
tion Association  in  bringing  about 
modern    fire-fighting   systems. 

Firemen    of    the    Forest:    16    mm. 

silent — 3  reels.  Distributed  by  : 
Wisconsin  State  Conservation 
Dept.  Madison,  Wis.  Rental:  Free. 
Demonstrates  the  causes  of  forest 
fircH  and  the  methods  of  preven- 
tion being  employed  in  Wisconsin. 

Forest    Fires    or    Game?:     16    and 

35  mm.  sound  and  silent — 1  reel. 
Distributed  by:  U.  S.  Dept.  of 
Agriculture,    Motion    Pictures,    Ex- 


tension  Service,  Washington, 
D.  C.  Rental:  Free. 
An  appeal  for  care  in  preventing 
forest  fires  for  the  protection  of 
wild  life.  Demonstrates  proper 
method  of  extinguishing  camp 
fires,    handling   matches,    etc. 

Friends  of   Man:    16   and  35   mm. 

silent — 4  reels.  Distributed  by: 
U.  S.  Dept.  of  Agriculture,  Mo- 
tion Picture  Extension  Service. 
Washington,  D.  C.  Rental:  Free. 
A  forest  fire  picture,  showing 
the  dangers  involved  in  the  prac- 
tice of  "burning  off."  Romantic 
story  runs  through  the  film,  mak- 
ing it  dramatic  and  convincing  in 
its  safety  message. 

Pine    Ways    to    Profit:    16    and    35 

mm.  sound — 2  reels,  20  minutes. 
Distributed  by :  U.  S.  Dept.  of 
Agriculture,  Motion  Pictures  Ex- 
tension  Service,  Washington, 
D.  C.  Rental :  Free. 
An  excellent  film  on  the  dangers 
of  forest  fires  and  the  proper 
methods   of    fighting   them. 

The  Red  Poacher:  16  mm.  sound 
and  silent — 25  minutes.  Distrib- 
uted by:  Walter  O.  Gutlohn,  Inc., 
35  W.  45th  St.,  New  York.  N.  Y. 
Rental :  §3.00  per  day  for  sound 
version  and  $2.00  per  day  for 
silent  film. 

Demonstrates  proper  forest  fire 
fighting  methods  and  use  of  mod- 
ern equipment  in  actual  fire 
scenes.  Strong  in  appeal  for  fire 
lirevenlion  in  the  forests. 

FIRST  AID 

Artificial  Respiration:  3.5  mm. 
silent — 1  reel.  Distributed  by : 
NATIONAL   SAFETY   COUNCIL. 


INC..  20  N.  Wacker  Drive,  Chi- 
cago, 111.  Rental;  $2.50  jier  day. 
The  approved  methods  of  resus- 
citation are  demonstrated  clearly 
and  effectively  in  this  film.  Ex- 
cellent for  showing  before  audi- 
ences of  almost  all  types  or  ages. 
Emergency  Treatment  of  Frac- 
tures: 16  mm.  silent — I  reel.  Dis- 
tributed by:  Aetna  Life  Affiliated 
Companies,  Hartford,  Conn.  Rent- 
al :   Free. 

Film  is  designed  for  advanced 
first  aid  instruction  in  Industry. 
Rather  technical  throughout. 
Life  Saving:  16  and  35  mm. 
sound— 2  reels,  20  minutes.  Dis- 
tributed by:  U.  S.  Dept.  of  Agri- 
culture, Motion  Pictures.  Extension 
Service.  Washington,  D.  C.  Rent- 
al :    Free. 

An  excellent  film  on  safety  in 
swimming.  Shows  various  proce- 
dures in  rescue  work  and  also 
Schafer  Prone-pressure  method  of 
artificial    respiration. 

GENERAL 
Beneficient     Reprobate:      16     mm. 

sound— 4  reels.  Distributed  by; 
Motion  Picture  Bureaus.  YMCA. 
Produced  by  Woman's  Christian 
Temi>erance  Union.  Rental:  free. 
Direct  analytical  study  of  effects 
of  alcohol  with  laboratoi-y  tests, 
etc..  detailed.  Only  indirectly  with 
driving  safety. 

Carbon  Monoxide:  The  Unseen 
Danger:  16  mm.  silent— 1  reel. 
Pistributed  by:  U.  S.  Bureau  of 
Mines,  Dept.  of  Interior.  Pitts- 
burgh, Pa.,  Rental:  Free. 
Shows  vividly  how  this  deadly 
gas  may  be  encountered  in  ga- 
rages,   workshops    and   homes    and 


IJ 


S?;«?>x-»^-:^':-:vS 


Safety     Films 


P  R  EVU  E— I  I 


visualizes  methods  of  reviving 
'.ictims. 

GamblinR  With  Death:  35  mm. 
-ilent  — 1  reel.  Produced  by  New 
York  Central  R.  R.  Apply  hdq. 
for  information  since  film  possibly 
(ibsolete. 

Crade  crossinK  accidents  analyzed 
with  brief  cartoon  interludes.  Out 
of  date  in  style  but  possibly  use- 
ful for  driver  training.  Theme 
worthy  of  modernization  and  re- 
lease. 

Learn  to  Swim:  16  and  35  mm. 
sound— 2  reels.  25  minutes.  Dis- 
tributed by:  U.  S.  Dept.  of  Affri- 
c-ulture.  Motion  Pictures.  Extension 
Service.  Washington.  D.  C.  Rent- 
al:   Free. 

Excellent  film,  pivinp  demonstra- 
tions and  instruction  on  the  best 
procedure  of  learning  to  swim. 
Originally  prepared  for  CCC 
classes. 

Millions  For  Safety:  16  and  35 
mm.  silent  and  sound — 1  reel. 
Distributed  by:  Port  of  New  York 
Authority.  New  York  City.  Rent- 
al: Free  to  New  York  and  New 
Jersey.  $1.25  per  day  to  other 
states. 

Picture  outlines  the  various  main- 
tenance activities  in  New  York 
City.  Deals  mostly  with  care  and 
upkeep  of  the  Holland  Tunnel  and 
George  Washington  Bridge. 
More  Than  Talk:  16  mm.  silent 
2  reels.  30  minutes.  Distributed 
by:  EKvood  Bancroft.  126  E. 
Columbia  Ave..  Battle  Creek, 
Mich. 

A  school  film,  outlining  a  general 
safety  program.  Message  directed 
to  parents  of  school  children  or 
school  authorities.  Stresses  vari- 
ous phases  of  school  safety  ac- 
tivity and  their  importance. 
Safety  First:  16  mm.  silent — 1 
reel.  12  minutes.  Distributed  by: 
National  Rifle  Association.  1600 
Rhode  Island  Ave..  N.  W.,  Wash- 
ington. D.  C.  Rental:  Free. 
Primarily  for  school  use.  Shows 
the  correct  and  incorrect  ways  of 
handling  rifles. 

Sentinels  of  Safety :  16  and  35 
mm.  sound — 1  reel.  Distributed 
by:  Aetna  Life  Affiliated  Com- 
panies, Hartford,  Conn,  Rental : 
Free. 

Discusses  the  various  hazards  in 
the  home  and  describes  methods 
of  preventing  home  accidents. 
Then  Came  July  5th :  16  mm. 
sound — 1  reel.  9  minutes.  Dis- 
tributed by :  Various  state  and 
local  depositories. 
Sponsored  by  the  United  States 
Junior  Chamber  of  Commerce  and 
the  International  Association  of 
Fire  Chiefs.  An  appeal  for  the 
careful  and  supervised  use  of  fire- 
works. 

Why  Not  Live ? :  16  mm.  sound 
and  silent— 1  reel.  Distributed 
by :  William  J.  Ganz  Company. 
19  E.  4-th  St..  New  York.  N,  Y. 
Rental :    Free. 

Covers  home,  highway  and  farm 
safety  and  the  work  of  the  Amer- 
ican Red  Cross  in  its  first  aid 
activities. 

INDUSTRIAL 
Dangerous  Dusts:  16  mm.  sound — 
1  reel.  Distributed  by:  U.  S. 
Dept.  of  Agriculture.  Motion  Pic- 
tures Extension  Service.  Washing- 
ton. D.  C.  Rental:  Free. 
A  film  devoted  almost  entirely  to 
dust  explosions — their  cause  and 
prevention. 

Factory  Safety:  3.T  mm.  sound — 
1  reel.  Distributed  by:  Chevrolet 
Motor  Car  Co.,  Detroit,  Mich. 
A  complete  picture  of  safety  work 
in  the  average  industrial  plant 
and  the  ideal  methods  of  conduct- 
ing a  safety  program.  Illustrates 
planning  and  engineering  for 
safety  ;  safety  meetings  and  other 
activities:  and  the  individual 
worker's  own  part  in  this  safety 
work . 

The  Outlaw:  16  and  35  mm. 
silent— 2  reels.  Distributed  by : 
Liberty  Mutual  Insurance  Co.. 
Boston,    Mass.     Rental:    S5.00    per 

day- 

"King  Carelessness  smuggles  a 
troupe  of  mischievous  imps  into 
a  factory  but  the  factory  man- 
ager, safety  engineer  and  the 
workmen  regain  control. 
Railroad  Safety :  16  mm.  silent 
—  1  reel-  Distributed  by:  Various 
state  and  local  depositories.  May 
be  purchased  from  Eastman 
Kodak  Co..  Teaching  Films  Div., 
Rochester,  N.  Y..  Price  S24,00. 
Deals  mostly  with  the  progress 
made  in  railroad  safety.  Discusses 
safety  in  maintenance  and  con- 
struction. More-or-less  institution- 
al in  its  message. 
A  Safe  Day :  16  mm.  sound— 1 
reel,  10  minutes.  Distributed  by: 
Chevrolet  Motor  Car  Co.,  Detroit. 
Mich.  Rental:  Free. 
Subject  matter  covers  home,  high- 
way and  industrial  safety.  Effec- 
tive safety  message  to  the  aver- 
age worker  on  the  value  of  safety 
in  his  daily  life.  Shows  typical 
safe    worker    in    his    daily    routine 


of  driving,  working  and  in  the 
home. 

Stop  Silicosis:  16  and  35  mm. 
sound — 1  reel.  Distributed  by: 
U.  S.  Dept.  of  Labor,  Division  of 
Labor  Standards.  Washington. 
D.  C.  Rental:  Free. 
Illustrates  the  danger  of  silicosis 
and  dust  hazards  in  industrial 
plants.  Gives  detailed  but  com- 
prehensive information  on  how  to 
eliminate  these  hazards. 
What  Price  Safety?:  16  mm. 
sound — 2  reels.  2ij  minutes.  Dis- 
tributed by:  Teaching  Film  Cus- 
todians. Inc..  25  W.  43rd  St., 
New  York.  N.  Y,  Rental:  SIO.OO 
for  two  weeks  or  less. 
A  story  of  safety  in  building  con- 
struction. Discusses  racketeering 
against  the  regulations  of  the 
building  code.  Also  some  general 
information    on    public    safety, 

VEHICLE  TRAFFIC 
Always  Trust  a  Lifeguard:   16  and 

35  mm.  sound— 4  reels.  Produced 
and  distributed  by  Goodyear  Tire 
&  Rubber  Company.  Motion  Pic- 
ture Dept.,  Akron.  Ohio.  Rental: 
free. 

Professional  -  caliber  presentation 
of  safety-tire  promotional  theme 
with  story  background.  Entertain- 
ing and  convincing  without  usual 
horror  scenes  and  situations. 
And  Sudden  Death:  16  mm,  sound 
—6  reels.  Distributed  by:  Films. 
Inc..  300  W.  42nd  St.,  New  York 
City.  Rental :  S20.00  per  day — 
includes  two  short  subjects  on 
same  reel. 

A  feature-length  movie,  made  by 
Paramount  Studios,  Stars  Ran- 
dolph Scott,  Frances  Drake  and 
Tom  Brown.  A  vivid  picturization 
of  the  great  dangers  involved  in 
speeding  and  drunken  driving. 
Bicycling  With  Complete  Safety: 
16  mm.  sound — 1  reel.  Distributed 
by:  Cycle  Trades  of  America. 
Chanin  Bldg..  New  York,  N.  Y. 
Rental :  Free. 

Kansas  City  Police  Dept.  account 
of  progress  in  bicycle  safety. 
Shows  correct  ways  of  handling 
bikes  and  the  importance  of  ob- 
serving traffic  regulations. 
Bill's  Bike:  16  mm.  silent,  color 
—1  reel.  15  minutes.  Distributed 
by:  Motor  Vehicle  Dept,  of  Wis- 
consin, Madison.  Wis. 
Picture  in  story  form.  Shows 
youngster,  who  has  accident  with 
his  bicycle  and  then  reforms  in 
his  ideas  about  safety. 
A  Challenge  to  Chance:  16  mm. 
sound — 1  reel.  20  minutes.  Dis- 
tributed by :  Portland  Cement 
Association,  Chicago.  HI.  Rental: 
Free. 

Stresses  the  need  for  good  high- 
way construction  in  reducing 
traffic  accidents.  Gives  worth- 
while explanation  of  highway 
planning  and  engineering. 
The  Chance  to  Lose:  16  mm. 
sound — 1  reel.  Distributed  by: 
NATIONAL  SAFETY  COUNCIL, 
INC.,  20  North  Wacker  Drive, 
Chicago.  Rental:  §5:00  per  day. 
Received  award  as  best  safety  film 
of  1&37.  Has  scenes  showing  the 
construction  of  modern  motor 
cars.  Illustrates  the  chances  taken 
by  many  drivers  as  compared 
with  the  chances  taken  in  various 
forms  of  gambling. 
Cross  Road  Puzzle:  16  mm.  silent. 
Distributed  by  American  Auto. 
Assoc..  Washington.  D,  C.  Obso- 
lete car  styling,  etc..  so  direct  in- 
quiry before  arranging  showing. 
Rental:   free. 

Need  for  cross-road  safety  pro- 
gram  depicted. 

Cycling  in  Safety:  16  mm.  silent 
— 1  reel.  10  minutes.  Distributed 
by:  Goodyear  Tire  and  Rubber 
Co..  Akron.  Ohio.  Rental:  Free. 
Covers  tire  safety  for  motorcycles. 
Primarily  an  advertising  film  for 
Goodyear  Life  Guard  Inner  Tubes. 
Death  Never  Takes  a  Holiday: 
16  mm,  silent— 1  reel.  20  minutes. 
Distributed  by:  Visual  Education 
Service.  University  of  Missouri. 
Columbia.  Missouri.  Rental:  Free. 
Picture  in  story  form.  lUustrat^ 
young  man  and  his  girl  in  scenes 
of  reckless  driving.  The  spree 
ends  in  death  for  both.  Story,  al- 
though dramatic,  is  negative  in 
approach.  Some  scenes  rather 
gruesome. 

The  Devil  is  Driving:  35  mm, 
sound— 7  reels.  Distributed  by: 
Columbia  Pictures  Corp.,  local 
representative. 

A  feature-length  picture,  starring 
Richard  Dix  and  Joan  Perry. 
Dramatic  story  of  a  district  at- 
torney's fight  to  reduce  highway 
accidents.  Shows  court  scenes  and 
action  shots  on  the  highway. 
Drunk  Driving:  35  mm.  sound— 
2  reels.  21  minutes.  Distributed 
by :  Metro-Goldwyn-Mayer.  local 
representative. 

Won  the  David  S.  Beyer  Award 
for  the  best  theatrical  film  on 
traffic  safety  during  1939.  A 
highly  emotional  and  dramatic 
film,    telling    a    tragic    story    of    a 


young  man.  who  drinks  before 
driving. 

Everybody's  Business:  16  mm. 
silent  and  sound  and  35  mm, 
sound.  Distributed  by:  NATION- 
AL SAFETY  COUNCIL,  INC.. 
20  North  Wacker  Drive,  Chicago. 
111.  Rental:  S2.50  per  day,  silent 
version,  $5,00  per  day.  sound 
version. 

Illustrates  interesting  test  in 
which  one  car  travels  the  length 
of  a  city,  obeying  all  traffic  regu- 
lations. The  other  car  travels  the 
same  route.  speeding.  beating 
traffic  signals,  etc.  Stresses  auto 
condition  and  responsibility  of 
drivers  and  pedestrians.  Original- 
ly produced  for  Plymouth  Divi- 
sion, Chrysler  Motor  Car  Co. 
Facts  Behind  the  News:  16  mm. 
sound — 3  reels.  Distributed  by: 
Motion  Picture  Bureaus.  Y'MCA. 
Also  sponsor:  Pennzoil  Co..  Oil 
City.  Pa.  Rental :  free. 
Sponsor  calls  attention  to  "extra 
margin  of  safety*"  obtainable  in 
oil  product.  Shows  recent  speed 
tests  in  air.  land  and  sea  in  fast- 
moving  newsreel  style  presenta- 
tion. 

Follow  the  White  Traffic  Marker: 
16  and  35  mm.  silent— 1  reel.  Dis- 
tributed by:  U,  S.  Bureau  of 
Mines.  4S00  Forbes  St..  Pitts- 
burgh. Pa.  Rental:  Free. 
Tells  of  the  importance  of  cement 
in  making  highways  safer.  Deals 
particularly  with  white  cement 
highway  markers. 
Handlebar  Hazards:  16  mm. 
silent,  color — 1  reel.  20  minutes. 
Distributed  by:  Employers  Mutual 
Insurance  Co..  Wausau.  Wis. 
Produced  by  R.  L.  Swanson, 
Appleton,  Wis,  Rental:  Free. 
A  review  of  the  bicycle  safety 
program  being  carried  on  by  the 
Appleton.  Wis,.  Police  Dept. 
Shows  inspection  and  traffic  regu- 
ation  activities.  Color  photog- 
raphy is  effective. 
Heedless  Hurry — Endless  Worry: 
16  mm.  sound — 1  reel.  Distributed 
by:  American  Automobile  Associ- 
ation, Washington,  D.  C.  Rental: 
Free. 

Deals  mostly  with  pedestrian  safe- 
ty. Safe  and  unsafe  driving  prac- 
tices also  shown.  Good  movie  for 
audiences  of  all  ages. 
Hell  Won't  Have  Him:  16  mm,— 
....  reels.  Sponsor:  Bruce  Dodson 
&  Co,.  Kansas  City,  Mo. 
Truck  driver  film  showing  safety 
angles    involved. 

Highway      Adventures:      16      mm. 
sound —    ..    reels.      Distributed    by 
sponsor:    Michigan    State  Highway 
Comm..    Lansing.   Mich. 
Professional  -  quality     presentation 


Rental:  $5.00  per  reel  for  2  weeks 
or    less. 

One  of  the  M-G-M  "Crime  Never 
Pays"  series.  A  dramatic  story 
of  a  young  hit-and-run  driver, 
who  is  caught  by  police  and 
eventually  sentenced  to  prison. 
Also  deals  with  drunken  driving. 
The  Hit  That  Scored:  33  mm, 
silent — 1  reel,  15  minutes.  Dis- 
tributed by :  NATIONAL  SAFETY 
COUNCIL.  INC.,  20  North 
Wacker  Drive,  Chicago.  111.  Rent- 
al:  S2.50  per  day. 
Originally  produced  by  the  Bell 
Telephone  Co.  of  Pennsylvania  in 
1931,  Subject  matter  pertains  to 
commercial  vehicle  operation. 
Shows  results  of  careless  truck 
driving  and  then  illustrates  the 
importance  of  careful  driving. 
Horse  Sense  in  Horse  Power:  16 
mm,  sound— 1  reel.  Distributed 
by :  American  Automobile  Associ- 
ation. Washington.  D.  C,  Rental: 
Free. 

Illustrates  the  development  of  the 
Automobile  Industry  with  scenes 
from  the  early  days  of  motoring 
and  action  shots  of  testing  mod- 
ern motor  cars.  Appeals  to  the 
motorist  to  recognize  his  respon- 
sibility on  the  road. 
Human  Mileage:  16  mm,  silent 
and  ^ound — 1  reel.  Obtainable 
only  in  state  and  local  depositor- 
ies. Withdrawn  by  sponsor. 
Primarily  tire  sales  presentation 
but  sequences  devoted  to  traffic 
safety  with  accident  scenes  de- 
picting slogan;  "brakes  stop  the 
wheels  but  tires  stop  the  car." 
Keep  Up  With  Traffic:  16  mm. 
sound — 2  reels.  Distributed  by  : 
Portland  Cement  Association,  Chi- 
cago. III.  Rental:  Free. 
Depicts  the  importance  of  engi- 
neering in  safe  highway  construc- 
tion. Shows  what  is  being  done 
in  many  parts  of  the  country  to 
build   safe  roads. 

Knights  of  the  Highway:  16  and 
35  mm.  sound — 2  reels.  Dis- 
tributed by :  Chevrolet  Motor  Car 
Co.,  Detroit.  Mich,  Rental:  Free, 
Picture  deals  with  commercial 
vehicle  operation  and  interstate 
hauling.  Stresses  safety  in  night 
driving. 

Learn  to  Live:  16  and  35  mm, 
sound— 1  reel.  Distributed  by : 
Aetna  Life  Affiliated  Companies, 
Safety  Education  Dept.,  Hartford. 
Conn.  Rental:  Free. 
A  series  of  seven  units,  available 
singly  or  in  a  set.  Subjects  cov- 
ered are :  How  to  park  a  car, 
how  to  turn  at  an  intersection, 
how  to  avoid  skidding,  how  to 
pass  a  car,  how  to  cross  the 
street,    when    to    cross    the    street 


This  sigyi  at  the  Pullman  Companifs  Chicago  shops  is  the 
keynote  of  "The  Eyes  Have  It,"  an  eye-accident  prevention 
sound      slidefilm     program     described     in      these     pages. 


of  modern  safety  in  highway  pa- 
trols and  maintenance  as  well  as 
vacationing  spots  of  state,  etc. 
Highway  Beautificationi  16  and 
35  mm.  silent  and  sound — 2  reels. 
Distributed  by:  U.  S.  Dept,  of 
Agriculture.  Motion  Pictures.  Ex- 
tension  Service,  Washington, 
D.  C.  Rental:  Free. 
Describes  methods  of  beautifying 
highways  and,  at  the  same  time, 
eliminating  the  dangers. 
Highway  Mania:  16  mm,  sound — 
2  reels.  Distributed  by :  Walter  O. 
Gutlohn.  Inc..  35  W.  45th  St.. 
New  York,  N,  Y.  Rental:  34,00 
per  day. 

Sponsored  by  the  New  Jersey 
State  Highway  Commission.  In- 
terviews of  traffic  authorities  by 
Lowell  Thomas.  Dangerous  driv- 
ing hazards  are  illustrated  and 
correct  methods  given. 
Hit  and  Run  Driver:  35  mm. 
sound— 2  reels.  Distributed  by 
Teaching  Film  Custodians.  Inc.. 
25  W.  43rd  St..  New  York.  N.  Y. 


and  how  to  walk  on  the  highway. 
The  Man  At  the  Wheel:  16  mm. 
sound — 1^2  reels.  Distributed  by: 
Various  state  and  local  deposi- 
tories. 

A  "March  of  Time"  production, 
covering  traffic  safety  on  a  rather 
broad  scale.  Discusses  education, 
engineering  and  enforcement  as 
the  logical  means  of  reducing  ac- 
cidents. 

Man  on  Horseback:  16  and  35 
mm,  sound — 1  reel.  Distributed 
by:  Chevrolet  Motor  Car  Co.,  De- 
troit. Mich.  Rental:  Free. 
Covers  the  training,  duties  and 
functions  of  the  mounted  police- 
man and  his  efforts  to  improve 
pedestrian    safety. 

On  Two  Wheels;  16  and  35  mm. 
sound — 1  yj  reels.  Distributed  by : 
Chevrolet  Motor  Car  Co.,  Detroit, 
Mich.  Rental:  Free. 
Illustrates  safe  bicycle  riding. 
Shows  proper  rules  and  traffic 
regulations  for  cyclists. 


Once    Upon    a    Time:    16    and    35 

mm,  sound — 1  reel.  Distributed 
free,  by  Metropolitan  Life  Ins. 
Co..  New  York  City,  the  sponsor, 
or  Motion  Pic.  Bureau,  YMCA. 
Prize-winning  animated  cartoon 
especially  suitable  for  schools 
showing  reasons  for  accidents  and 
their  prevention  in  fairy-tale 
manner. 

Over  Here :  16  mm.  sound — 1  reel. 
Distributed  by:  Y.M.CA,  Motion 
Picture  Bureau,  347  Madison  Ave., 
New  York.  N,  Y.  Rental:  Free. 
Eddie  Rickenbacker  makes  an  ap- 
peal for  careful  driving.  Com- 
pares the  number  of  people  killed 
in  war  with  those  killed  in  traffic 
accidents.  Originally  sponsored  by 
the  Goodrich  Silvertown  Safety 
League. 

Pedal     Yoor     Way     to     Pleasant 
Places:     16     mm.     silent — 1     reel. 
Distributed  by:  Various  state  and 
local  depositories.    Rental:  Free, 
A     film     on     safe     bicycle     riding. 
Covers  registration,  inspection  and 
traffic    regrulations. 
Pedestrian   Habits:    16  mm.    silent 
—1    reel.     Distributed  by:   Elwood 
Bancroft.    126    E.    Columbia    Ave., 
Battle   Creek.    Mich. 
Illustrates  correct  method  of  walk- 
ing  in    icy    weather,    entering   and 
leaving    automobiles,    crossing    the 
street,  etc. 

Remember  Jimmy:  16  mm.  silent: 
35  mm.  silent  and  sound— 1  reel. 
Distributed  by :  Fireman's  Fund 
Indemnity  Co.,  116  John  St.,  New 
York:  401  California  St..  San 
Francisco,  or  through  local  com- 
pany agency. 

Highway  and  local  safety  film  de- 
picts tragic  results  of  automobile 
accidents.  Especially  for  schools. 
Safety  on  the  Highway:  16  mm. 
sound — 1  reel.  5  minutes.  Distrib- 
uted by :  Various  state  and  local 
depositories. 

A  "March  of  Time"  adaptation  of 
".4nd  Sudden  Death" — the  famous 
article  appearing  in  Readers  Di- 
gest. A  dramatic  and  emotional 
portrayal  of  the  tragedy  of  auto 
accidents. 

Safety's  Champion:  16  mm.  sound 
— 3  reels.  Distributed  by:  Y.  M. 
C.  A.  Motion  Picture  Bureau. 
347  Madison  Ave..  New  York:  19 
S.  LaSalle  St.,  Chicago.  HI.  :  and 
351  Turk  St..  San  Francisco.  Cal. 
Rental :    Free. 

Features  Ab  Jenkins  and  his  speed 
tests  on  the  salt  flats  of  Utah. 
Shows  Jenkins  as  an  example  of 
safe  driving.  Originally  spon- 
sored by  Firestone  Tire  and  Rub- 
ber Co.  Frequent  mention  of 
Firestone  Tires. 

Saving  Seconds:  16  mm.  silent — 
2  reefs.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL. 
INC.,  20  North  Wacker  Drive. 
Chicago,  III.  Rental:  S5.00  per 
day. 

A  film,  proving  the  folly  of  sav- 
ing seconds  at  the  cost  of  human 
lives.  Shows  accidents  on  the 
highway  and  explains  why  they 
were  caused.  Stresses  good  care  of 
brakes  and  how  to  handle  car  on 
curves,  wet  pavement,  at  inter- 
sections, etc. 

Screwdrivers  of  1940:  16  and  35 
mm.  sound^2  reels.  Distributed 
by:  Shell  Oil  Co.,  St.  Louis,  and 
principal  agencies.  Rental :  free. 
Highly  entertaining,  Hollywood- 
cast  safety  presentation  which  in- 
troduces the  heedless  pedestrian 
and  driver  theme.  Sequel  to 
Show  Your  Colors.  Shell's  1939 
Technicolor  film.  Shown  in  con- 
junction with  Oil  From  the  Earth. 
a  two-reel  product  presentation 
film. 

Take  It  Easy:  16  mm,  sound — 23 
minutes.  Distributed  by:  M,  G, 
Bullock.  National  City  Lines.  Inc., 
20  North  Wacker  Drive.,  Chicago. 
111.  Rental:  $10.00  per  day.  Pur- 
chase: §185.00  (Quotations  furn- 
ished on  alterations  in  "foi*ward" 
to  suit  particular  needs). 
An  excellent  film  on  metropolitan 
bus  operation.  Built  around  a 
theme  of  "Safety.  Courtesy  and 
Service."  Thoroughly  covers  bus 
maintenance,  personnel  relation- 
ship, and  safe  and  efficient  bus 
operation.  Produced  by  and  for 
National  City  Lines.  Various 
types  of  buses  illustrated.  Prac- 
tically no  advertising. 
The  Truck  and  the  Driver:  16  mm. 
sound— 1  reel.  Distributed  by: 
NATIONAL  SAFETY  COUNCIL, 
INC..  20  North  Wacker  Drive, 
Chicago,  111.  Rental:  ?5.00  per 
day. 

Deals  with  truck  driving.  A  con- 
vincing and  effective  portrayal  of 
correct  procedures  in  city  driving 
and  on  the  countiT  highways. 
Covers  many  phases  of  truck  oper- 
ation and  maintenance, 
Turnaboat  Man:  35  mm.  sound — 
1  reel,  S  minutes.  Distributed  by: 
Chevrolet  Motor  Car  Co..  De- 
troit. Mich,  Rental:  Free. 
An  amusing  portrayal  of  poor 
manners  on  the  highway.  Shows 
why   bad    manners  in   driving  are 


PREVUE  — IV 


Safety      Films 


not  only  just  as  out-of-place  as 
in  society,  but  are  much  more 
dangerous. 

Watch  the  Road  Signs:  16  mm. 
silent  color--l  reel  10  minutes. 
Disti-ibuted  by:  Motor  \ehicle 
Dept.  of  Wisconsin.  Madison. 
Wis.'  Rental:  Free. 
Discusses  how  to  recocnize,  reaa 
and  understand  different  typ^  otr 
road  signs.  Exrlains  the  >^hape. 
color,  size.  etc..  of  each  type. 
Also  covers  the  development  and 
importance  of  road  signs. 
We  Drivers:  16  mm.  silent  and 
sound  :  35  mm.  silent  and  sound-— 
1  reel.  Distributed  by:  General 
Motors  Corp..  New  York.  N.  Y. 
Rental:  Free. 

Features  the  cartoon  characters. 
"Sensible  Sam-  and  -Reckless 
Rudolph"  and  their  contrasting 
directions  and  advice  to  a  driver. 
Crt)od  scenes  of  various  safe  driv- 
ing  practices. 

With  Care:  16  mm.  sound— 1  reel, 
10  minutes.  Distributed  by:  Chev- 
rolet Motor  Car  Co..  Detroit. 
Mich.  Rental:  Free. 
A  private  motorist  learns  from  a 
truck  driver  that  commercial  op- 
erators promote  safety  on  the 
highway  to  a  much  greater  extent 
than  the  average  person  realizes. 
Many  pood  scenes,  illustrating 
safe  practices   in   truck  driving.  _ 

II.     SOUND  SLIDEFILMS 
{All    sound-slide    fil'i'H    printed    on 
35    mm.    film    and   accompanied    hfi 
sound   mcHnage  on   a   33-1  '3   r.p.m. 
recordiny.    Special   projector 
■necettsarii.) 
INDUSTRIAL 
The    Eyes    Have    It:     Length:    20 
minutes.    Distributed  by:  The  Na- 
tional   Society    for    the   Prevention 
of    Blindness,    Inc..    50    West    50th 
St..   New  York,   N.   Y.     Purchase: 
?7.50. 

A  dramatic  appeal  for  the  use 
of  goggles  in  Industry.  The  value 
and  importance  of  goggles  is  dem- 
onstrated by  case  histories  of  eye 
accidents  and  how  they  could 
have  been  prevented.  Voice  of 
commentator  runs  through  pro- 
pram.  Augmented  by  voices  of 
other  characters  and  sound  ef- 
fects. 

The  Fall  Guy:  Length :  20 
minutes.  Di^^lribut^d  by:  NA- 
TIONAL SAFETY  COUNCIL. 
INC..  20  North  Wacker  Drive. 
Chicago.  111.  (Available  only  to 
members).  Rental:  ?2.75  first 
week  ;  S2.25  each  week  additional. 
Purchase:  $7.50.  {AH  prices  f.o.b. 
Cleveland.   Ohio.) 

A  convincing  story  of  falls  m 
Industry,  interspersed  with  humor- 
ous dialogue  and  episodes.  A 
workman  makes  a  tour  of  the 
factory  with  "death."  in  the  form 
of  a  skeleton.  Death  points  out 
how  he  goes  about  collecting  fall 
victims.  Many  fall  hazards  are 
illustrated  and  the  methods  of 
eliminating  them  are  clearly 
shown.  The  workman  learns  his 
lesson  and  vows  never  again  to 
take  chances  on  falling. 
Fire-  Length:  20  minutes.  Distrib- 
uted by:  NATIONAL  SAFETY 
COUNCIL,  INC..  2(1  North  Wacker 
Drive.  Chicago.  111.  (Available 
only  to  members.)  Rental:  $2.75 
first  week  ;  S2.25  each  week  addi- 
tional. Purchase:  ?7.50.  (All 
prices  f.o.b.  Cleveland,  Ohio.) 
Opens  with  exciting  epi?=odes  of 
large  manufacturing  plant  being 
destroyed  by  fire.  Hundreds  of 
workers  lose  their  jobs  because 
of  the  careless  Hip  of  a  match. 
Scene  switches  to  home  of  fire 
chief.  Chief  explains  to  daughter 
and  daughter's  boy  friend  the  tre- 
mendous annual  loss  in  money 
and  jobs,  caused  by  industrial 
fires.  Correct  methods  of  pre- 
ventinR  and  fighting  fires  are  ex- 
plained and  convincingly  illus- 
trated. 

Getting  the  Most  Out  of  Electric- 
ity—Safely: Length:  25  minutes. 
Distributed  by:  International  As- 
sociation of  Electrical  Insitectors. 
85  John  St.,  New  York.  N.  Y. 
Rental :    Free. 

Covers  safe  operation  and  main- 
tenance of  electrical  appliances 
and  wiring.  Appeal  is  from  the 
company's  point  -  of  -  view.  Cood 
subject  for  Public  Utility  employ- 
ees or  home  safety  audiences. 
Grime  Doesn't  Pay:  Length:  20 
minutes.  Distributed  by:  NA- 
TIONAL SAFETY  COUNCIL, 
INC..  20  North  Wacker  Drive, 
Chicago,  111.  (Available  only  to 
members.)  Rental :  ?2.75  first 
week:  $2.25  each  wr?ek  additional. 
Purchase:  $7.50.  (All  prices  f.o.b. 
Cleveland,  Ohio.) 

Shows  how  important  good  plant 
housekeeping  is  in  reducing  ac- 
cidents. Features  characters. 
"Poor  Housekeeping"  and  "Good 
Housekeeping."  Story  depicts  a 
man-hunt  for  the  criminal.  '  Poor 
Housekeeping."  The  criminal  is 
caught  and  taken  on  a  tour  of  the 
idant     by     "Good     Housekeeping. 


during  which  the  latter  points  out 
the  many  hazardous  conditions  ex- 
isting because  of  filth  and  care- 
less housekeeping.  The  criminal  is 
later  beaten  up  and  thrown  out. 
when  the  workers  are  convinced 
that  "grime  doesn't  pay." 
Handle  With  Care:  Length:  20 
minutes.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL, 
INC..  20  North  Wacker  Drive, 
Chicago.  111.  (Available  only  to 
members.)  Rental;  $2.75  first 
week  :  $2.25  each  week  additional. 
Purchase:  $7.50.  (All  prices  f.o.b. 
Cleveland,  Ohio.) 
Features  workman,  who  "pooh- 
poohs"  safety.  Cartoon  charac- 
ter in  safety  poster  conies  to  life 
and  explains  to  workman  the 
importance  of  lifting  and  han- 
dling materials  carefully.  Hernia 
and  back  strain  are  discussed  and 
the  jiroper  method?  of  lifting  and 
handling  many  different  tyiies  of 
materials  are  illustrated.  Work- 
man is  later  convinced  by  the  ex- 
planation and  changes  his  attitude 
toward    safety. 

Invisible  Red  Ink:  Length:  20 
minutes.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL. 
INC..  2(1  North  Wacker  Drive. 
Chicago,  111.  (Available  only  to 
members.)  Rental :  $2.75  first 
week  ;  $2.25  each  week  additional. 
Purchase:  $7.50.  (All  prices  f.o.b. 
Chicago,  III.) 

An  appeal  to  business  manage- 
ment to  recognize  the  importance 
of  a  planned  safety  program,  not 
only  from  the  humanitarian  stand- 
IKiint,  but  from  the  standpoint  of 
actual  dollars  and  cents.  Stoi-y 
pictures  two  old  friends  meeting 
on  a  train.  One  is  on  his  way  to 
a  safety  award  banquet.  The  other 
comjilains  of  the  rising  cost  of 
accidents  in  his  business.  The 
"safety  skeptic"  is  finally  con- 
vinced by  his  friend  that  a  well- 
planned  safety  program  is  bound 
to  reduce  the  cost  of  accidents 
and  inefficiency  in  any  business. 
Lady  Luck's  Husband:  Length: 
30  minutes.  Distributed  by:  Trav- 
elers Insurance  Co.,  Hartford. 
Conn.  Rental:  Free. 
Features  the  comic  character. 
"Ozzie,"  and  his  adventures  in 
an  industrial  plant.  "Ozzie"  does 
everything  wrong  and  gets  himself 
in  all  sorts  of  accidents,  but  with 
an  amazing  streak  of  luck,  man- 
ages to  escape  serious  injury. 
Last  part  of  film  analyzes 
"Ozzie's"  mistakes  and  illustrates 
how  they  should  have  been  cor- 
rected. 

Open  for  Infection:  Length:  20 
minutes.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL, 
INC..  2(1  North  Wacker  Drive. 
Chicago.  111.  (Available  only  to 
members.)  Rental:  $2.75  first 
week  :  $2.25  each  week  additional. 
Purchase:  $7. .SO.  (All  prices  f.o.b. 
Cleveland,  Ohio.) 
Story  features  workman,  who  cuts 
finger  and  then  scoffs  at  first  aid. 
Is  ordered  to  first  aid  room  by 
foreman.  While  having  the  cut 
treated,  he  learns  from  the  doctor 
of  the  great  dangers  in  neglecting 
even  the  smallest  cuts  or  injuries. 
The  imiKjrtant  reasons  for  prompt 
first  aid  are  given  and  examples 
of  neglected  first  aid  are  shown. 
The  worker  is  firmly  convinced  by 
the  argument  and  vows  never 
again  to  let  a  cut  go  untreated. 
Safety  Pays:  Length:  25  minutes. 
Distributed  by:  Modern  Talking 
Picture  Service,  Inc.,  9  Rockefel- 
ler Plaza.  New  York,  N.  Y.,  and 
Ideal  Pictui-es.  Inc..  28  East 
Eighth  St.,  Chicago.  III.  Rental: 
$25  per  day.  Purchase:  $75. 
One  section  of  a  series  of  six . 
films  on  foreman  training.  This 
film  stresses  the  idea  of  "selling" 
safety  to  workmen.  It  illustrates 
to  foremen  that  better  results 
can  be  obtained  by  persuasion 
rather  than  force.  Voice  of  com- 
mentator   runs   through    film. 

PUBLIC  SAFETY 
America's  Fatal  Streets:  Length : 
25  minutes.  Distributed  by:  Gen- 
eral Electric  Co..  1  Rivtr  Road. 
Schenectady,  N.  Y.  Rental;  Free- 
A  tratTic  safety  program,  argu- 
ing the  cause  of  better  street  and 
highway  lighting.  Shows  that 
night  accidents  are  much  worse 
than  daytime  accidents,  according 
to  record,  and  gives  comprehensive 
plan  for  improving  conditions  for 
night   driving. 

Death  Takes  No  Holiday:  Length: 
20  minutes.  Distributed  by:  Na- 
tion Conservation  Bureau,  60  John 
St.,  New  York.  N.  Y.  Rental: 
Free. 

A  dramatic  presentation  of  the 
casualties  resulting  from  traffic 
accidents.  Presents  suggestions 
for  reducing  accidents.  Gives  ac- 
cident statistics  and  makes  an  ap- 
peal for  more  uniform  traffic 
regulations. 

Defensive  Driving:  Length :  20 
minutes.       Distributed     by:      NA- 


TIONAL SAFETY  COUNCIL. 
INC..  20  North  Wacker  Drive, 
Chicago,  III.  Rental:  Members — 
$2.75  first  week  and  $2.25  each 
week  additional.  Non-members — 
$5.00  first  week  and  $2.50  each 
week  additional.  Purchase:  $7.50 
to  members  and  $15.00  to  non- 
members.  (All  prices  f.o.b.  Chi- 
cago,   III.) 

An  entertaining  and  instructional 
program  on  truck  operation.  Two 
newspaper  reporters  are  given 
the  assignment  of  finding  out  why 
truck  operators  are  able  to  drive 
such  big  clumsy  vehicles  with  so 
few  mishaps.  Interviews  with 
drivers  of  various  types  of  trucks 
and  demonstrations  of  "defen- 
sive driving"  tactics.  Good  pro- 
gram for  civic  groups,  as  well  as 
commercial  drivers. 
Inertia:  Length  15  minutes.  Dis- 
tributed by:  American  Legion, 
Office  of  the  Dept.  Adjutant, 
state  post,  or  Americanism  Com- 
mission. Indianapolis.  Ind.  Rent- 
al :    Free. 

Demonstrates  the  law  of  inertia 
as  applied  to  safe  driving.  The 
importance  of  slowing  up  for 
curves  and  starting  slowly  is  ex- 
plained. Mental  reactions  and 
other  safe  driving  practices  are 
also  compared  with  the  law  of 
inertia. 

Life  Savers  of  the  Highway : 
Length:  10  minutes.  Distributed 
by :  Northwestern  University 
Traffic  Institute.  1827  Orrington 
Ave..  Evanston.  III.  Rental: 
Free. 

Made  primarily  for  demonstration 
of  proper  highway  first  aid  meth- 
ods to  police  officers.  Describes 
the  great  dangers  involved  in  mis- 
handling accident  victims. 
Live  Longer  With  Light:  Length: 
20  minutes.  Distributed  by:  Gen- 
eral Electric  Co..  1  River  Road. 
Schenectady.  N.  Y.  Rental  Free. 
Stresses  the  value  of  good  high- 
way lighting.  Gives  statistics  on 
night  accidents  and  offers  plan 
for  improving  highways  for  night 
driving. 

Living  in  the  Motor  Age:  Length: 
25    minutes.     Distributed    by  :    Cen-  ' 
ter     for     Safety     Education,     New 
York     University.     20     Washington 
Square    North.    New    York,    N.    Y. 
Rental :     $1.01)     per     day     for    each 
part.     Purchase:    $6.00   per   set. 
Part  1,  "Learning  to  Drive,"  deals 
with      classroom      aspects     of     the 
subject.      Part    2.    "Skillful    Driv- 
ing." demonstrates  methods  of  in- 
struction behind  the  wheel. 
Making  Your  City  Safe:    Length: 
20    minutes.      Distributed    by:    NA- 
TIONAL     SAFETY       COUNCIL. 


Evanston.  Illinois,  has  done  to 
gain  its  reputation  as  a  safe  city. 
Planned  Highway  Safety:  Length: 
15  minutes.  Distributed  by:  Fed- 
eral Works  Agency.  Public  Roads 
Administration,  Washington. 
D.  C.  Rental:  Free. 
Emphasis  on  good  road  planning 
and  construction  for  safe  driving. 
Also  an  argument  for  uniform 
traffic  laws.  Demonstrates  impor- 
tance of  correct  highway  guides 
and  signals. 

Safe  Currents :  Length :  30  min- 
utes ( 2  parts) .  Distributed  by  : 
Center  for  Safety  Education.  New 
York  University.  20  Washington 
Square  North.  New  York.  N.  Y. 
Rental :  $1 .00  per  day  for  each 
part.  Purchase:  $6.00  per  set. 
Shows  the  safe  way  of  using  elec- 
tricity in  the  home,  including  ap- 
proved practices  for  avoiding  fires 
that  result  from  the  misuse  of 
electrical  appliances.  Part  1. 
"Safe  Currents."  shows  how  elec- 
trical shocks  can  be  prevented. 
Part  2.  "Fire  by  Wire,"  illus- 
trates the  prevention  of  fires  in 
the  home  due  to  electricity. 
Safe  Seeing  —  Safe  Driving: 
Length:  25  minutes.  Distributed 
by:  CJeneral  Electric  Company.  1 
River  Road.  Schenectady,  N.  Y. 
Rental:    Free. 

A  technical  presentation  of  the 
advantages  of  good  highway  light- 
ing. Causes  and  prevention  of 
night  accidents  are  included.  Dis- 
cussion is  made  of  headlight  ad- 
justment, various  types  of  lamps, 
etc. 

Safety  in  Numbers :  Length :  10 
minutes.  Distributed  by:  Various 
state  and  local  depositories.  Rent- 
al :   Free. 

Presents  a  plan  for  community 
safety  and  the  part  civic  groups 
can  play  in  solving  local  traffic 
problems. 

Sealed  Beam  Headlight  for  Safer 
Night  Driving:  Length:  30  min- 
utes. Distributed  by:  General 
Electric  Co..  1  River  Road. 
Schenectady.  N.  Y.  Rental  Free. 
A  promotion  of  the  sealed  beam 
headlight  as  a  contribution  of  the 
Automotive  Industry  for  safer 
night  driving.  Points  out  vari- 
ous advantages,  such  as :  Greater 
visibility,  reduction  of  glare,  ease 
of  adjustment,  etc. 
Selective  Enforcement :  Length : 
15  minutes.  Distributed  by: 
Northwestern  University  Traffic 
Institute.  1827  Orrington  Avenue, 
Evanston.  III.  Rental:  Free. 
Stresses  the  advantages  of  selec- 
tive enforcement  by  means  of 
adequate    accident    records    and    an 


INC..  20  North  Wacker  Drive, 
Chicago.  III.  Rental:  Free.  Pur- 
chase: $7.50  (f.o.b.  Chicago.  111.) 
A  convincing  appeal  for  a  bal- 
anced safety  program  of  engineer- 
ing, education  and  enforcement  as 
the  best  way  for  any  community 
to  reduce  traffic  accidents.  Gives 
valuable  suggestions  for  the  or- 
ganization of  such  a  program  and 
a  clear  explanation  of  how  the 
various  activities  should  be  car- 
ried out. 

Night  Driving:  Length:  15  min- 
utes. Distributed  by:  American 
Legion,  Office  of  the  Dept.  Ad- 
jutant, state  posts,  or  American- 
ism Commission,  Indianapolis, 
Ind.  Rental:  Free. 
The  important  part  of  this  film 
lies  in  the  emiihasis  of  three  rules 
for  night  driving:  1— Inspect  and 
adjust  headlights  regularly.  2— 
Use  meeting  beam  of  headlights 
when  meeting  other  cars  on  the 
road.  3 — Do  not  over-drive  your 
own  headlights.  Charts  and  sta- 
tistics on  night  driving  are  also 
shown. 

The  Other  Fellow:  Length:  15 
minutes.  Distributed  by :  State 
American  Legion  posts,  Office  of 
the  Dept.  Adjutant.  Rental : 
Free. 

Suggestions  are  presented  to  com- 
munities on  reducing  traffic  ac- 
cidents by  means  of  a  15  point 
safety      program.        Shows      what 


efficient  and  effective  system  of 
police   patrol. 

Shopping  for  Safety :  Length :  30 
minutes  (2  parts).  Distributed 
by:  Center  for  Safety  Education, 
New  York  University.  20  Wash- 
ington Square  North,  New  York. 
N.  Y.  Rental:  $1.00  per  day  for 
each  part.  Purchase:  $6.00  per 
set. 

Deals  with  proper  supervision, 
maintenance,  and  techniques  in 
the  school  shop.  Also  contains 
first-^^  suggestions  for  the  shop 
teach@  Part  I.  "Shopping  for 
Safety."  deals  with  the  boy's  in- 
troduction to  safe  practices  in  the 
vocational  shop.  Part  2.  "Skills 
vs.  Trouble, "  deals  more  specifi- 
cally with  the  development  of 
skills  as  a  means  of  preventing 
accidents. 

Stop  I  Look  I  and  Live ! :  Length : 
15  minutes.  Distributed  by: 
American  Legion,  Office  of  the 
Dept.  Adjutant,  state  post  or 
Americanism  Commission,  Indian- 
apolis. Ind.  Rental :  Free. 
A  film  on  pedestrian  safety.  Good 
.'scenes  of  correct  and  incorrect 
walking  habits.  Shows  a  post- 
man on  his  route — then  a  city 
police  officer  and  a  highway  pa- 
trolman, each  of  whom  explains 
safe  walking  procedure- 
Testing  the  Drinking  Driver: 
Length :  20  minutes.  Distributed 
by:  NATIONAL  SAFETY  COUN- 


CIL. INC..  20  North  Wacker 
Drive,  Chicago.  111.  Rental:  Free. 
Purchase:  $7.50  (f.o.b.  Chicago. 
III.). 

Received  first  award  by  American 
Automobile  Association.  Motion 
Picture  Traffic  Safety  Committee, 
as  the  most  effective  sound-slide 
film  on  traffic  safety  during  1939. 
A  dramatic  story  of  how  new 
scientific  tests  are  being  used  in 
drunk  driving  cases. 
You  Bet  Your  Life:  Length:  25 
minutes.  Distributed  by:  Travel- 
ers Insurance  Co..  Hartford,  Conn. 
Rental:    Free. 

Features  the  comic  character, 
"Ozzie,"  and  his  adventures  on 
the  highway.  Humor  is  used  ef- 
fectively in  getting  across  the 
rights  and  wrongs  of  driving.  Best 

suited  for  general  audiences. 

HI.  FILM  STRIFST^LENT 
(All  film  stripn  printed  on  35  mm. 
film.) 
INDUSTRIAL 
Care  and  Use  of  Rubber  Protec- 
tive Material :  ( Public  Utilities) 
Length :  30  frames.  Distributed 
by:  NATIONAL  SAFETY  COUN- 
CIL. INC..  20  North  Wacker 
Drive.  Chicago.  111.  Rental:  Free. 
Purchase:  $3.00  (f.o.b.  Chicago). 
Changing  Insulators  With  Live 
Line  Maintenance  Tools  I  Public 
Utilities)  Length :  IS  frames. 
Distributed  by  :  NATIONAL 
SAFETY  COUNCIL.  INC.,  20 
North  Wacker  Drive,  Chicago.  III. 
Rental:  Free.  Purchase:  $1.S0 
(f.o.b.    Chicago). 

Distribution  and  Maintenance: 
(Public  Utilities)  Length :  2S 
frames.  Distributed  by:  NATION- 
AL SAFETY  COUNCIL.  INC., 
20  North  Wacker  Drive.  Chicago. 
III.  Rental:  Free.  Purchase: 
$2. SO  (f.o.b.  Chicago). 
Infected  Wounds :  Length :  31 
frames.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL. 
INC..  20  North  Wacker  Drive. 
Chicago.  111.  Rental:  Free.  Pur- 
chase: $3.10  (f.o.b.  Chicago). 
Machinist's  Tools:  Length:  25 
frames.  Distributed  by:  NATION- 
AL SAFETY  COUNCIL.  INC., 
20  North  Wacker  Drive.  Chicago, 
III.  Rental:  Free.  Purchase: 
$2.50  (f.o.b.  Chicago). 
Safe  Practices  in  the  Operation 
of  Overhead  Cranes:  Length :  32 
frames.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL. 
INC.,  20  North  Wacker  Drive. 
Chicago.  III.  Rental:  Free.  Pur- 
chase: $3.20  (f.o.b.  Chicago). 
Safe  and  Unsafe  Practices  in 
Metal  Mines:  Length:  16  frames. 
Distributed  by:  NATIONAL 
SAFETY  COUNCIL.  INC..  20 
North  Wacker  Drive.  Chicago,  III. 
Rental:  Free.  Purchase:  $1.60 
(f.o.b.  Chicago). 

Safety  in  Construction:  Length: 
22  frames.  Distributed  by:  NA- 
TIONAL SAFETY  COUNCIL, 
INC.,  20  North  Wacker  Drive. 
Chicago.  III.  Rental:  Free.  Pur- 
chase: $2.20  (f.o.b.  Chicago.  III.). 
The  Pole  Problem:  (Public  Utili- 
ties) Length:  30  frames.  Distrib- 
uted by:  NATIONAL  SAFETY 
COUNCIL,  INC..  20  North 
Wacker  Drive.  Chicago.  111.  Rent- 
al:  Free.  Purchase:  $3.00  (f.o.b. 
Chicago). 

Unloading  Poles  From  Cars: 
( Public  Utilities)  Length :  23 
frames.  Distributed  by:  NATION- 
AL SAFETY  COUNCIL.  INC., 
2i)  North  Wacker  Drive.  Chicago. 
III.  Rental:  Free.  Purchase: 
$2.30  (f.o.b.  Chicago.  III.). 
Woodworking  Machinery:  Length: 
25  frames.  Distributed  by:  NA- 
TIONAL SAFETY  COUNCIL, 
INC.,  20  North  Wacker  Drive, 
Chicago,  111.  Rental:  Free.  Pur- 
chase:   $2.50    (f.o.b.    Chicago). 

PUBLIC  SAFETY 
Child  Accidents  in  the  Home : 
Length:  26  frames.  Distributed 
by:  NATIONAL  SAFETY  COUN- 
CIL. INC..  20  North  Wacker 
Drive.  Chicago.  111.  Rental:  Free. 
Purchase:  $2.60  (f.o.b.  Chicago). 
Getting  Convictions  in  Connec- 
tion With  Traffic  Accidents 
Length :  36  frames.  Distributed 
by:  NATIONAL  SAFETY  COUN- 
CIL INC.,  20  North  Wacker 
Drive.  Chicago,  III.  Rental:  Free. 
Purchase:  $3.60  (f.o.b.  Chicago). 
Home  Safety  for  Adults:  Length: 
27  frames.  Distributed  by :  NA- 
TIONAL SAFETY  COUNCIL. 
INC.,  20  North  Wacker  Drive. 
Chicago.  111.  Rental:  Free.  Pur- 
chase: $2.70  (f.o.b.  Chicago). 
Schoolboy  Patrol— Standard  Prac- 
tices: Length:  27  frames.  Distrib- 
uted by:  NATIONAL  SAFETY 
COUNCIL.  INC..  20  North 
Wacker  Drive,  Chicago,  III.  Rent- 
al:  Free.  Purchase  $2.70  (f.o.b. 
Chicago,   III.). 

The  Chance  of  a  Lifetime:  Dis- 
tributed by :  Society  for  Visual 
Education.  Inc..  100  E.  Ohio  St.. 
Chicago,    III.     Purchase:   $2.00. 


^^  cfJ^^fOP/^/n^etNONMS/ 


c 


,p 


('^ 


(r- 


^ 


\y 


SEETHEMf 


and 
eat 


^eSeocciH  RICE  KRISPIES 


PR01IOTI.\(i    mm  ADS 


SCREEN 

ADVERTISING 

II. 

I  />•// )  wtmioia  dis- 
f'/oy  f'oster  iUustrat- 
iny  a  licii/i  zvill,  the 
kcUn(/(i  si-recit  ad 
rampaii/n. 


(hclim-)  this  pro- 
motional dealer 
paper  s  h  o  zc  s  the 
t  i  c  u  p  possibilities 
icitli  titoz'ies. 


•  In  many  ways  as  important  as 
the  final  screening  of  the  movie 
advertising  reels  are  countless  ways 
in  which  these  films  can  he  ""sold" 
to  the  local  dealer  and  to  the 
retail  buying  audience. 

The  thorough  preparation  of  this 
kind  of  promotion  by  one  of  the 
country's  largest  advertising  agency- 
producers  of  these  screen  advertis- 
ing campaigns  sets  an  example  for 
other  screen  advertisers,  present  and 
prospective.  From  the  extensive 
files  of  the  J.  Waller  Thompson 
Company's  film  department  come 
the  few  interesting  examples  which 
are  illustrated  on  this  page  and 
which  represent  dozens  of  similar 
promotional  ideas  regularly  pro- 
duced for  clients. 

Sell  the  Dealer  First 
In  order  to  successfully  evaluate 
the  success  of  a  screen  advertising 
campaign  in  representative  locali- 
ties, the  confidence  and  interest  of 
the  local  retailer  is  essential. 
Through  his  knowledge  of  the  cam- 
paign, both  goodwill  and  active 
interest  are  gained  for  the  sponsor 
and  the  product.  With  a  campaign 
running  in  the  nearby  neighborhood 
theatre,  his  windows  and  counters 
may  be  vital  elements  in  bringing 
about  the  actual  sales  results  which 
the  movie  campaign  is  striving  for. 
Turning  interest  into  sales  action  i* 
the  retailer's  job  but  it  is  a  wise 
sponsor  who  keeps  his  part  of  these 
sales  in  mind. 

In  the  case  of  the  Kraft  "Minute 
MoWes"  for  example,  the  cartoon 
characters  created  for  the  series  are 
carried  through  in  floor  and  table 
displays,  ads  and  counter  and  win- 
dow setups.     The  cartoon  character 


is  ideally  adapted  to  such  purposes 
and  having  once  entertained  the  cus- 
tomer in  a  nearby  theatre  becomes 
a  familiar  friend  when  recognized 
ill  tlie  dealer's  display.  The  dealer 
is  invited  to  see  the  characters  him- 
self at  the  nearby  theatre. 

Cartoon  Is  Useful  Device 
The  animated  cartoon  has  earned 
a  very  important  measure  of  audi- 
ence acceptance  in  recent  theatre 
campaigns  and  various  tests.  These 
funny  little  figures  have  even  been 
enthusiastically  applauded  and  their 
selling  arouses  as  little  reaction  as 
the  theatre's  own  announcements. 
Fortunately,  these  animated  char- 
acters also  make  ideal  display  fig- 
ures and  a  theme  for  the  display  is 
easily  evolved  from  their  screen 
antics.  Some  of  this  success  can  un- 
doubtedly be  attributed  to  Disney's 
famed  successes  in  Snow  White  and 
Pinnochio  and  the  subsequent  bar- 
rage of  Disney  commercial  tieups 
creates  a  further  comparison. 

The  principal  point,  however,  is 
that  the  screen  campaign  needs 
such  followup  attention.  The  steps 
which  should  be  observed  can  be 
enumerated  about  as  follows; 

1.  Bring  the  characters  of  your 
screen  advertising  to  "life"  in  the 
dealer's   store. 

2.  Prepare  an  adequate  campaign 
of  promotional  materials  including 
floor,  counter,  table,  and  window 
displays.  Give  the  dealer  a  "press- 
book"  or  complete  instructions  on 
how  to  cooperate  with  the  movie 
campaign. 

3.  Utilize  premium  and  sales  sug- 
gestions to  key  with  local  theatre 
showings.  See  that  the  dealer  at- 
tends the  showings. 


WRroojTMIPERl 


VV.ih  U„,vcr..| 
Salt.  Appal 


\  '>''?\ -o^'.' 


~i^,    ,.,'■■■-'" '-.-Id 


-H"?-"£?&H 


— =-    — .  -.J.  -■    -    r.     J  • ■■K"!  into  yrnif  notr*  f   -*m,  ^ —  I 


SHELL  CARTOONS 
USED  IN  CAMPAIGN 
These  familiar  Shell  drop- 
lets are  HOW  appearing  on 
billboards,  in  dealer  displays 
and  in  the  Company's  screen 
adz'ertising  campaigns  n'here 
they  come  to  life  to  zmn  en- 
thusiastic audiences.  These 
illustrate  well  the  remarkable 
adaptability  of  cartoon  fig- 
ures for  this  type  of  all- 
around    promotion. 

CARTOOX    PRODUCTION    BY 
CARTOON    FILMS,    LTD. 


Number  Seven  »  1940 


[21] 


[ninks   nlilki'   itsc   of   Dislilulionai   SirCt'ti 
tidvcrtisiijij  campaigns. 

•  The  phenomenal  success  of 
ihe  screen  advertising  medium  in 
many  lines  of  merchandising  from 
tlie  higher  priced  range  occupied 
by  automobiles  and  refrigerators 
to  lowly  five-cent  beverages  ha? 
amply  demonstrated  the  selling 
versability  of  these  short  movie 
reels.  Its  flexibilily  has  also  been 
demonstrated  through  the  extensive 
system  of  theatre  locations  which 
permit  the  national  sponsor  to  use 
screen  campaigns  in  close  proximity 
to  centers  of  distribution  and  also 
in  very  close  relation  to  his  own 
dealer  setups  in  these  centers. 

How  THE  Local  Dealer 
Participates 
From  the  local  retailers  point  ol 
view,  the  screen  medium  is  even 
more  simple.  An  increasing  num- 
ber of  national  advertisers  are  find- 
ing both  economical  and  feasible 
to  offer  local  dealers  screen  adver- 
tising programs  consisting  of  an  en- 
tire season's  campaign  of  twenty, 
thirty    or    more    subjects.     Typical 


Typical  of  dealer  cooperative  programs 
offered  by  national  advertisers  are  the 
Pliilco  and  Sinclair  Plans  offered  dealers 
in  these  ref'rcsentatiz'c  company  screen 
adz'crlisinq  hrochnrcs. 


SCREEI  IDS^BEUERS 

syndicated     advertising     reels     for 
manv    kinds    of    retail    business 


"From  a  small  hcyinning  over  six 
years  ago,  Sinclair  Movies  bare  en- 
joyed a  remarkable  growth.  Today 
they  are  a  headline  snccess  in  the 
movie    advertising    industry.     Proof 


of  national  advertisers  who  are 
making  such  campaigns  available 
to  local  dealers  are  the  Sinclair 
Refining  Company,  the  Orange- 
Crush  Company,  Westinghouse.  Dr. 
Pepper,  Proctor  and  Gamble,  Flor- 
sheim,  and  a  lengthy  list  of  similar- 
ly prominent  merchandisers. 

A  good  many  of  these  programs 
are  offered  on  what  Sinclair  terms 
the  '"50-50  plan."  Computing  the 
cost  of  the  program  at  about  $2.50 
per  1.000  "reader-listeners"  (a  fair 
average)  the  Commission  Agent  is 
asked  to  pay  one-half  or  $1.25.  The 
per  person  cost  to  the  Agent  is  11 2 
mills.  Similarly,  Orange  -  Crush 
campaigns,  made  available  to  bot- 
tlers on  a  "iow-cost.  rental  serv- 
ice" basis,  are  arranged  for  by  local 
representatives  of  the  principal 
screen  advertising  agencies  who 
contact  the  local  bottler,  set  the 
theatre  dates  and  furnish  checking 
reports.    This  is  typical  procedure. 

Syndicated  Business  Reels 
For  local  dealers  without  nation- 


of  this  is  readily  apparent  in  the 
fact  that  dnring  1939  nearly  tzco 
million  people  every  week  sazv  Sin- 
clair Moz'ies  on  the  screens  of  mo- 
tion pictnre  theatres." 

— Sinclair  dealer  literature. 


al  affiliations  and  for  such  relative- 
ly independent  lines  of  business  as 
banks,  building  material  suppliers, 
etc..  the  screen  advertising  pro- 
ducer-distributor has  made  avail- 
able syndicated  promotional  cam- 
paigns. Typical  of  these  are  the 
banking  service  "Screen  Broad- 
casts" which  include  17  newsreel- 
like  ""story  films"  to  sell  local  audi- 
ences on  various  financial  service 
and  20  "'human  interest"  playlets 
to  help  the  bank  increase  profitable 
|)ersonal   loans. 

In  the  building  field  another  se- 
ries includes  modernization,  repair 
and  new  construction  reels.  Local 
dealer  signatures  are  added. 

Problems  and  Advantages 

Obviously  the  problems  encoun- 
tered in  this  field  are  those  ex- 
perienced with  other  syndicated 
media.  Scenes  and  commentary 
must  be  general,  the  spoken  dia- 
logue may  easily  fail  to  express 
the  local  dealer's  personality. 

On   the  other  hand,  through   the 


Lumber  dealers,  also,  are  tnnst  effectively 
making  zvidcspread   use   of  screen   ads. 

use  of  newsreel-style  sequences  and 
well-edited  "national"  copy  and  by 
exercising  good  taste  and  judgment, 
the  producer  has  overcome  prac- 
tically all  of  these  objections.  With 
growing  recognition  that  the  pri- 
mary responsibility  is  to  the  movie 
audience,  quality  will  be  improved. 
Certainly  the  power  of  the  medium 
through  its  hold  on  the  undivided 
attention  of  the  subject,  its  almost 
complete  lack  of  waste  circulation 
and  a  corresponding  low  cost  per 
person  makes  it  a  most  desirable 
medium. 

Truly,  professional  quality  pro- 
duction is  essential  to  the  medium's 
well-being.  For  it  will  be  remem- 
bered that  the  very  power  of  the 
medium  lies  in  the  audiences  ac- 
ceptance or  even  tolerance  of  the  pe- 
riod during  which  it  is  on  the 
screen.  This  tolerance  has  been 
turned  into  enthusiastic  reception 
by  the  use  of  color,  animation  and 
clever  editing.  That  is  the  goal 
toward  which  all  must  strive. 


^/ieaAed>  In  the  JUailn  A^ne^Uoan  MaAJietl 


♦  ""Latin  America,  witli  its  5.400 
motion  picture  theaters,  is  an 
important  market  for  motion  pic- 
tures from  the  United  States, 
owing  to  present  war  conditions 
in  Europe;  and  this  area,  with 
free  accessibility  through  shipping 
lanes,  should  become  an  even  more 
important  outlet  for  these  products. 
European  films,  which  prior  to  the 
present  war  accounted  for  about  15 
per  cent  of  the  total  shown  in  these 
countries,  are  fast  becoming  un- 
available to  Latin  .American  exhib- 
itors. With  the  proper  type  of  films, 
producers  in  the  United  States 
should  gain  a  good  portion  of  this 
15  per  cent;  and,  added  to  the  76 
per  cent  of  showing  time  in  these 
markets  now  given  to  United  States 
productions,  there  are  some  hopes 
that  a  very  small  portion  of  our 
European  losses  may  be  recovered. 
"Latin  .'\merican.  however,  should 
not  by  any  stretch  of  imagination  be 
considered  as  a  panacea  for  our 
European   losses,   nor   should   these 


Editor's  Note:  Tliis  excerpt  is 
from.  Nathan  Golden's  authoritative 
Department  of  Commerce  reports 
on  film  markets. 

markets  be  used  as  a  dumping 
ground  for  every  motion  picture 
produced  by  our  Hollywood  studios. 
Furthermore,  when  looking  at  Latin 
America  as  a  market  for  the  ex- 
tended showing  of  United  States 
motion  jjictures.  it  must  be  remem- 
bered that  in  the  countries  of  Brazil. 
Chile.   Colombia.   Cuba.   Honduras. 

Latin-America  has  long  been  a  recep- 
tive   user   of   screen   advertising    reels. 


Mexico.  Panama.  Peru,  and  Vene- 
zuela, with  a  total  of  nearly  100 
million  people,  population  figures 
alone  do  not  constitute  an  accurate 
index  to  the  size  of  tlie  theater-going 
public. 

"Latin  Americans  have  definite 
likes  and  dislikes  as  to  the  types 
of  films  shown  in  their  theaters,  but 
it  can  be  generally  said  that  the 
well-known  United  .States  film  stars 
are  well  liked  and  that  our  pic- 
tures draw  well  at  the  box  office; 
also,  that  our  technique  and  photog- 
raphy are  highly  appreciated." 

argentine 
The  Argentine  market  uses  ap- 
proximately 500  feature  films  an- 
nually, and  films  from  the  United 
.States  are  shown  to  the  extent  of  66 
per  cent.  Argentine  films  stand  sec- 
ond, at  about  12  per  cent:  and 
F"rench  films  are  next  Avitli  It*  per 
cent:  and  British  and  German  films 
follow  in  the  order  named.  There 
continue  to  be  a  definite  preference 
{I'lrasr  turn  to  page  28) 


Business  Screen 


PART  ONE:  THE  PRIMARY  USES 
OF  THE  SOUND  SLIDEFILM 

An    Introduction    to    the    Application    of    Visual 
Aids    in    Advertising,    Selling    and    Training    Fields 


•  The  simple  but  effective  combination  of 
filmstrip  projector  and  phonograph  turntable 
which  are  the  basic  units  of  all  soundslide  equip- 
ment created  a  new  medium  for  advertising, 
selling  and  for  the  training  of  salesmen  and 
technicians.  The  projected  series  of  individual 
still  pictures,  when  combined  with  a  spoken 
background  of  commentary  synchronized  with 
each  picture,  possess  a  startling  degree  of 
realism  and  dramatic  action. 

From  Device  to  Medium 

Business'  own  need  for  definition,  the  grow- 
ing complexity  of  distribution  through  wide- 
spread field  operations  and  the  need  for  co- 
ordination between  far  distant  field  salesmen 
and  dealers  and  the  manufacturer's  headquarters 
were  basic  factors  in  turning  this  handy  little 
device  into  a  full-fledged  medium  with  a  field  of 
service  all  its  own. 

For  the  slidefilm  has  no  competition  except 
old-fashioned  antiquated  methods.  The  com- 
pany salesman  still  carrying  bulky  charts  and 
files  of  catalogs  and  pictures  is  out-of-date:  the 
sales  manager  still  depending  on  extensive 
printed  matter  to  instruct  salesmen  and  workers 
in  the  field  is  undoubtedly  losing  sales  through 
misunderstanding  and  lack  of  information  which 
superior  modern  media  of  cominunciation  have 
been  developed  to  solve. 

Mass  Production  Creates  Need 

Business  Screen's  latest  survey  of  the  sound 
slidefilm  field  points  to  the  medium's  value  in 
meeting  the  problems  created  by  modern  mass 
production  and  national  distribution  organiza- 
tions. One  automobile  sponsor  has  issued  a 
series  of  sixteen  sound  slidefilms.  fourteen  in  the 
first  six  months  of  19-10.  .Another  automobile 
firm  issued  a  series  of  twelve  programs,  ten  of 
them  within  three  months.  The  recognition  that 
the  medium  achieves  its  greatest  usefulness  when 
used  in  series  has  been  an  important  factor  in 
its  continued  growth. 

There  is  no  monopoly  on  the  medium  by  the 
automobile  industry.  But  the  use  of  the  me- 
dium in  that  field  helps  illustrate  its  usefulness. 
Slidefilms  are  used  by  motor  car  manufacturers 
for  training  salesmen  and  for  showing  to  con- 
sumers as  a  sales  aid  to  the  salesman's  personal 
presentation.  Merchandising  films  are  also  pro- 
duced for  the  dealer  to  show  to  field  men. 
Finally  the  automotive  industry  makes  very 
widespread  use  of  the  slidefilm  to  train  me- 
chanics as  each  new  mechanical  development  is 
added  to  the  car.  Chrysler  has  been  an  out- 
standing user  of  the  medium  for  such  service 
training.  .Another  very  outstanding  example  is 
the    Mechanics    Trainins.    Course    developed    by 


Number  Seven     •      1940 


a  producer's  organization  for  the  United  States 
Army.  This  series  of  sound  slidefilms  included 
five  kits,  each  covering  a  principal  section  of 
automotive  training  and  from  five  to  ten  pro- 
grams were  contained  in  each  kit. 

The  sound  slidefilm's  simplicity  belies  its  de- 
scriptive power.  Here  the  complete  facts  may  be 
assembled  with  unchanging,  inflexible  accuracy. 
Photographs  illustrating  the  point  in  discussion 
are  projected  to  enlarged  scale  on  the  screen.  In 
the  darkened  auditorium,  the  commentator's 
voice  describes  each  interesting  factor  and  any 
number  of  reviews  can  be  carried  out  until  the 
audience  has  learned  the  visual  lesson  with 
letter-perfect  unanimity. 

Helps  Salesman:  Sells  Goods 

The  same  medium  that  instructs  the  salesman 
in  the  better  performance  of  his  job  may  ac- 
company on  his  appointed  rounds  to  show  the 
customer  the  advantages  of  the  product.  Not 
automobile  salesmen  alone  get  the  benefits  of 
this  1940-model  streamlined  sales  training 
method.  Such  widely  diversified  lines  of  busi- 
ness as  department  store  retailing,  food  distribu- 
tion, laundry  service,  agricultural  implements, 
publishing,  gasoline  merchandising  and  air  ex- 
pressing have  been  the  subjects  of  sales  training 
campaigns. 

Syndicated  programs  for  training  salesmen 
were  a  noteworthy  addition  to  the  production 
scene  in  the  past  year.  The  Dartnell-Brohuck 
Series,  for  example,  as  well  as  the  Eastern-pro- 
duced Firing  Line  Films  made  the  sound  slide- 
film  available  to  organizations  who  had  never 
before  used  the  medium. 

.Again,  the  medium  can  be  turned  to  good  use 
in  demonstrating  the  product  it  has  helped  to 
train  the  salesmen  to  sell  better.  In  recent  pro- 
ductions for  the  Easy  Washing  Machine  Com- 
panv.  the  producer  first  turned  out  a  99-frame 
program  The  Balance  If  heel  of  Your  Business 
to  show  the  dealer  how  to  sell  the  1940  Easy 
Washer.  An  85-frame  program  followed  to 
show  the  dealer's  women  patrons  how  they  could 
save  money  by  using  the  machine. 

Years  of  Mechanical  Improvement 

♦  W  ithin  tlie  jiast  five  years,  the  slidefilm  me- 
dium has  been  constantly  improved  by  produc- 
ers who  learned  its  many  potential  advantages. 
The  corresponding  improvement  of  mechanical 
equipment,  particularly  in  amplification  and 
projection,  have  made  the  medium  less  expen- 
sive and  far  superior.  Now,  the  perfection  of 
color  print  duplication  and  the  recent  arrival  of 
stereoscopic  third-dimensional  projection  opens 
up    new   vistas   for   the   immediate   future.   The 


availability  of  low-cost  light-weight  equipment 
for  widespread  field  use  is  also  worth v  of 
mention. 

The  standard  mechanical  description  whicli 
will  include  a  majority  of  equipment  can  be 
stated  as  follows:  an  electrically  amplified 
phonograph  combined  with  a  manually  oper- 
ated filmstrip  projector.  A  recorded  program 
describes  the  accompanying  illustrations  as  thev 
are  projected  on  a  screen.  On  a  filmstrip  of 
standard  35mm  size,  from  twenty  or  thirty  to 
one  hundred  or  more  scenes  may  be  included 
and  either  a  ten.  twelve  or  sixteen-inch  disc  re- 
corded with  the  accompanying  spoken  commen- 
tary and  musical  accompaniment. 

SLIDEFILM  COST  ELEMENTS 
Such  equipment  may  be  operated  on  either 
AC  or  DC  current  and  the  cost  ranges  from  as 
low  as  8.30  to  $40  to  slightly  over  $100  for  the 
unit.  Modern  equipment  weighs  as  little  as  ten 
pounds  for  personal  interview  equipment  up  to 
forty  pounds  for  large-audience  units.  The  cost 
of  producing  subject  matter  includes  photogra- 
phy, sets  and  scenery,  models  and  commentators, 
mechanical  recording  and  laboratory  detail.  A 
first  essential  is  the  preparation  of  a  suitable 
script  based  on  the  sponsor's  need  and  usually 
backgrounded  by  thorough  research.  These  fac- 
tors enter  into  the  final  cost  of  the  production 
but  the  list  is  by  no  means  complete  for  each 
clients  needs  may   vary  considerably. 

In  general  summary,  it  can  be  noted  that  the 
cost  of  the  slidefilm  program  is  considerably 
less  when  the  producer  is  permitted  to  turn  out 
these  subjects  in  series. 


Slidefilm 
Maxim  :  "Tell  'em 
what  you're  going 
to  lell  'em;  tell 
'em;  then  tell  'em 
what  you  told  'em." 


SALES  TRAINING:  SLIDEFILMS  NO.  1  JOB 


KEY  TO  FILM 
PRODUCTIONS 

(A)  Associated 
Sales    Co.,    Inc., 

Detroit. 

(B)  Brobuck.  Inc.. 
Detroit,  Mich. 

(JH)    The   Jam 
Handy     Organiza- 
tion, Detroit,  other 
principal  cities. 

(z')  Vocafilm,  Inc., 
New  York  City. 

(AV)  Audivision. 
Inc.,     New     York 

(HF)  Haig  & 
Francisco.  Inc., 
Chicago  Gr  Dayton. 

(PH)  Paul  Harris 
Prod.,  Chicago. 


•  THE  SLIDEFILM  HAS  PROVED  its  field  of  great- 
est usefulness  in  training  salesmen  and  improv- 
ing sales  techniques.  In  this  first  instalment  a 
group  of  general  lines  of  business  are  surveyed 
to  study  the  application  of  the  slidefilm  to  spe- 
cific training  ta.sks.  The  programs  discussed  in 
greater  detail  are  only  representative  of  a  small 
part  of  this  immense  field. 

Thousands  of  single  slidefilm  programs  were 
produced  last  year  for  all  types  of  business 
organizations.  The  brief  excerpts  from  this  vast 
production  schedule  may  help  apply  this  valu- 
able tool  to  your  organizational  needs. 


AUTOMOTIVE       INDUSTRY 

Principal  Use:  Training  the  dealer's  salesmen, 
from  introduction  of  new  models  and  new  ac- 
cessories to  seasonal  selling  techniques,  trade- 
ins,  etc. 

Outstanding  Users:  American  Brakeblok.  Chev- 
rolet. Chrysler.  DeSoto.  Dodge.  Ford.  General 
Motors.  Globe-Union.  Hudson.  Nash.  Packard. 
Plymouth.  Pontiac.  Studebaker.  Willard  Stor- 
age  Battery.   General   Electric    (Lamp   Div.). 

Training  the  Automobile  Salesman 

W here  Do  We  Go  From  Here,  Getting  the 
Final  "Yes.'  How  to  Make  Owners  Your  Cus- 
tomers, etc.  Plymouth  Division.  Chrysler  Cor- 
poration. Purpose:  basic  sales  training  on  vari- 
ous points  of  technique,  situations,  etc.,  for  the 
salesman  on  the  dealer's  floor.  Theme:  entire 
series  produced  on  various  topics.  .Audience: 
dealer's  salesmen  at  group  meetings.    (B). 

Pontiac's  Cooling  and  Lubricating  System, 
etc.,  1940  model  series.  Pontiac  Div..  General 
Motors  Corp.  Purpose:  retail  dealer's  sales- 
men   training.    (JH). 

Training  Automotive  Jobbers'  Salesmen 

.4  New  Decade  Daicns.  Produced  for  the 
A  C  Spark  Plug  Division,  General  Motors  Corp., 
192  frames  in  technicolor  (30  minutes  plus 
2-minute  open  and  close).  Purpose:  To  sell  the 
jobbers  and  jobbers'  salesmen  on  the  complete 
AC  Merchandising  program  and  to  present  the 
"Red  Can"  Campaign.  It  explained  how  cam- 
paign material  should  be  distributed  and  used, 
and  demonstrated  the  service  station  attendant's 
application  of  the  displays  and  advertising  to 
selling  spark  plug  cleaning  to  car  owners.  The 
film  was  shown  by  AG's  sales  staff  at  meetings 
throughout  the  country.  At  the  conclusion  of 
each  meeting,  the  first  of  the  campaign  mate- 
rial was  given  to  the  men.  (A) . 

Inspector  Hoo  Follows  Through.  Delco-Remy 
Division  General  Motors  Corp.,  216  frames.  Pur- 
pose: to  demonstrate  to  jobbers'  salesmen  the 
product  superiorities  of  the  Delco-Remy  line  and 
how  they  can  cash  in  on  the  sales  advantages 
these  superiorities  give.  Theme:  The  salesmen 
are  presented  the  story  of  quality  manufacture 
and  stress  is  laid  on  the  value  of  the  guarantee 
and  consumer  acceptance.  .Audience:  This  film 
was  presented  by  the  United  Motors  Service  or- 
ganization to  their  service  personnel  and  dis- 
tributors as  a  feature  of  sales  meetings  on  the 
Delco-Remy  line.   (.'\). 


Training  Retail  Salesmen  in  Truck  Sales 

Vacation  by  Truck.  Ford  Motor  Company, 
123  frames.  Purpose:  To  show  passenger  car 
salesmen  the  profit  opportunities  in  truck  sales, 
train  them  in  the  sales  procedure,  and  point  out 
that  passenger  car  buyers  are  sometimes  truck 
buyers  and  truck  buyers  are  invariably  passen- 
ger car  buyers.  This  film  is  distributed  through 
the  Ford  branches  to  their  dealers.    (A). 

Showing  Salesman  Trade  Technique 

If  hy  Don't  You  Trade  ]  our  Car  in  on  a  Neiv 
Nash?  Nash  Motors  Division.  Nash-Kelvinator 
Corp.,  120  frames.  Purpose:  To  present  and 
demonstrate  to  their  salesmen  a  special  sales 
technique  which  Nash  suggested  for  1940.  .Audi- 
ence: District  managers  showed  this  film  to 
dealers'  sales  forces,  and  reproduction  booklets 
were  available  for  further  study.  (A). 

Other  Outstanding  Programs 

DeSoto's  ten  productions  since  the  first  of 
1940:  a  series  of  fourteen  slidefilms  for  Chrys- 
ler, four  for  Plymouth,  four  for  Dodge  ( 1940 
only)  and  five  programs  for  the  Dodge  Truck 
Division  is  a  typical  enumeration  of  the  use  of 
this  medium  in  the  automotive  industry.  The 
training  of  the  floor  salesmen  is  their  primary 
purpose  but  these  subjects  may  be  utilized  for 
showing  to  consumers  as  a  sales  aid  to  the 
salesmen's  personal  presentation.  A  number  of 
slidefilm  subjects  for  these  sponsors  are  based 
on  the  comparison  motif,  with  the  sponsor's 
car  compared  point-by-point  with  competitive 
lines.  Generally  these  subjects  average  60-70 
frames  whereas  merchandising  plan,  programs 
require  100  to   125  frames.   (RR). 

BOTTLING      AND      BEVERAGES 

Principal    Use:    Training    the    bottler's    service 
men  in  selling  techniques. 

Outstanding  Users:  Coca  Cola  Companv  (series 
use).  Orange-Crush  Co. 

Training  School  for  Beverage  Seri'ice  Men 

The  noteworthy  Coca  Cola  slidefilm  series  of 
sales  training  meetings  to  be  held  under  the 
local  bottler's  auspices  is  sold  in  annual  groups. 
(JH). 

.4  Plus  Profit  Program  for  1940.  American 
Can  Company,  Marketing  Division.  91  frames. 
Purpose:  To  show  brewery  salesmen  how  to  take 
advantage  of  the  Canco  merchandising  plans  to 
increa.se  their  retail  sales  on  can  beer.  Potential 
audience:  All  brewery  salesmen  who  sell  can 
beer.  Method  of  Distribution:  Via  Canco  spe- 
cialty men.  Theme:  Canco's  tested  merchandis- 
ing campaign  has  behind  it  years  of  successful 
achievement  in  selling  a  steadily  increasing 
volume  of  can  beer  each  year.  It  pavs  every 
brewery  salesman  to  use  Canco's  tested  plan  in 
order  to  increase  his  o\\n  sales.  Promotion:  the 
various  merchandising  materials  prepared  by 
the  company  for  this  campaign  are  used  as  the 
supplementary  material  and  distributed  coinci- 
dentally  with  the  showing,   (v). 


[24] 


.<-. 


Screen  .Advertising     •     1940 


IX 


B   I    1   I.   I)   I    N   G       S  I    P  P  L  1   K  K  S 

Principal  Use:  Training  the  sponsor's  own  sales- 
men as  well  as  the  lumber  and  supply  dealer's 
in  new  product  lines,  etc. 

Principal  Users :  Bird  &  Son  I  roofing,  etc.  I . 
Celotex  Corp..  Johns  Manville.  Tilo  Roofing  Co. 

CLOTHING     .^ND      TEXTILES 

Principal  Use:  Training  the  retail  store  clerk: 
particularly  department  store  salespeople  in 
product  superiority,  methods  of  selling,  etc. 
Principal  Users:  Associated  ^S'ool  Industries. 
Columbia  Mills.  Cooper's.  Inc..  B.  Kuppen- 
heimer  Company.  Charis  Corp..  Hookless  Fas- 
tener, Printz.  Biederman  Co. 

Training  the  Clothing  Store  Salesman 

Tested  If  ays  of  Selling  Quality  Clothes.  B. 
Kuppenheimer  Co.  Purpose:  Sales  training  for 
Kuppenheimer  retail  store  salesmen.  (B|. 
♦  Contributing  an  entirely  new  approach  to  the 
problem  of  sales  promotion.  Coopers.  Incorpo- 
rated of  Kenosha.  \^  isconsin  have  scored  again. 
The  film  It's  a  Pleasure  departs  radically  from 
the  usual  formula  of  product  promotion  by 
dramatizing  some  of  the  everyday  personal  prob- 
lems faced  by  the  department  store  salesperson. 
A  supplement  to  the  Cooper  booklet.  "Retail 
Selling  Made  Easy."  will  be  distributed  to  de- 
partment store  salespeople  in  conjunction  with 
the  showing  of  the  slidefilm.    (PHj. 

Selling   ff'indow  Shades 

Neiv  Shades  for  Old.  The  Columbia  Mills. 
Inc..  100  frames.  Purpose:  For  department 
store,  furniture  store  and  specialty  shop  sales- 
people, to  register  facts  about  window  shades, 
and  how  to  sell  them,  .iudience:  All  retail 
salespeople.  Theme:  The  production  puts  its 
principal  emphasis  on  the  proper  procedure  in 
selling  window  shades  from  a  decorative,  as 
well  as  utility  standpoint.  A  special  feature  is 
the  inclusion  of  some  Kodachrome  shots  show- 
ing salespeople  how  to  sell  window  shades  in 
their  relationship  to  wall  paper,  draperies  and 
glass  curtains.  Distribution:  To  all  retail  stores 
handling  Columbia  window  shades  via  Colum- 
bia's own  salesmen  operating  out  of  17  branch 
offices.  Promotion:  A  special  sales  training  man- 
ual which  brings  out  the  major  selling  points  in 
the  film  is  distributed  to  all  salespeople  attend- 
ing these  Columbia  showings,  (v). 

FOOD     &     DAIRY     PRODUCTS 

Principal  Use:  Training  store  clerks  and  show- 
ing wagon  delivery  men.  etc..  improved  methods 
of  service  and  salesmanship. 
Principal  Users:  I  Dairy  field)  Beatrice  Cream- 
ery Co..  Borden  Co..  Good  Humor  Ice  Cream 
Co..  International  Association  of  Milk  Dealers, 
Milk  Industry  Foundation. 

Typical  Dairy  Field  Prodlctio.n 
Stumbling  Blocks  or  Stepping  Stones.  Follow 
Up  the  Hot  Ones.  etc.  International  Assn.  of 
Milk  Dealers.  Purpose:  Show  the  milk  dealer's 
employees,  particularly  wagon  drivers,  how  to 
improve  sales  in  field.  Distribution:  Through 
local  show  ings  in  dairy.  ( B  I . 

(To  Be  Continued  .\e.xt  Month) 


Helping  Salesmen  With  Modern  Methods 

From  the  Outline  Suggested  by  R.  M.  McFarlund 


1.  TRAINING  YOUR  OWN 
S.\LESMEN — Surveys  among 
a  large  number  of  sales  or- 
ganizations show  that  about 
20'f  of  the  average  sales 
forces  produce  approximately 
80";^  of  the  sales.  One  of  the 
most  important  jobs  of  every 
Sales  Manager  is  to  increase  the  efficiency 
of  the  border-line  producers,  who  comprise 
SO'f  of  his  staff.  Available  records  show 
that  the  efficiency  of  sales  forces  have  been 
increased  from  3'"'r  to  377r  when  the  me- 
dium of  Sound-Slide  Films  have  been  added 
to  the  sales  program. 

Well  prepared  Sound-Slide  Films  inspire 
and  educate  your  salesmen  .  .  .  gives  them 
increased  knowledge  of  your  product  or 
service  .  .  .  teaches  them  how  to  sell  it. 
They  learn  the  one  best  way  to  present 
your  product  and  each  point  about  it.  Think 
of  the  tremendous  power  built  up  by  your 
salesmen  telling  the  same  story  in  the  one 
best  way  at  the  same  time  throughout  the 
country.  It  will  develop  greater  belief  in 
you  and  your  product  .  .  .  pride  in  your 
organization  .  .  .  your  advertising  and  mer- 
chandising .  .  .  your  sales  aids.  You  can 
teach  your  salesmen  how  to  analyze  their 
own  territories  .  .  .  select  their  prospects 
.  .  .  customer  approach  .  ,  .  proper  demon- 
stration .  .  .  how  to  overcome  objections 
.  .  .  meet  competition  .  .  .  the  proper  way 
to  close  sales  and  finally  how  to  salesman- 
age   themselves   and   their  territories. 


2.  TRAINING  JOBBER'S 
S.\LES.MEN — If  you  distrib- 
ute through  jobbers  you  have 
long  recognized  that  your 
product  is  in  direct  competi- 
tion with  scores,  even  thou- 
sands, of  other  items  carried 
by  these  salesmen.  Spotlight 
your  product  in  their  minds  .  .  .  teach  them 
more  about  your  product  ...  it  is  only 
human  nature  for  a  man  to  talk  about 
things  he  knows  and  feels  that  he  can  talk 
about  intelligently.  Experiences  of  scores 
of  manufacturers  have  proven  that  the 
Sound-Slide  Film  is  the  one  best  medium 
to  accomplish  this  end. 
3.  TRAINING  THE  DEALERS  SALES- 
.MEN — The  drones  of  the  sales  world  .  .  . 
the  most  important  link  in  the  sales  chain 
.  .  .  yet  the  most  neglected.  Business  spends 
millions  of  dollars  advertising  .  .  .  creating 
desire  in  the  minds  of  consumers  for  par- 
ticular products  .  .  .  directing  them  to  re- 
tail outlets  for  demonstrations  and  com- 
plete information.  At  the  retail  outlet  the 
poor  consumer  finds  himself  too  often  at  the 
mercy  of  an  uninformed  salesperson.  Stop 
a  moment  and  estimate  ...  do  you  feel  that 
even  10' r  of  the  retail  salespeople  selling 
your  product  know  and  understand  it  .  .  . 
its  uses  .  .  .  limitations  .  .  .  outstanding 
merits  .  .  .  proper  demonstrations,  etc.?  Or 
...  do  they  substitute  a  product  of  less 
merit  but  one  which  they  know  more  about 
.  .  .  one  that  carries  a  larger  profit  or  sells 
for  less  than  your  product  ? 


ISexl  Issue:   Training  Technical   Workers   W  ilh  Slidefilms  g 

iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiniiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin n niiiiiiin n imn" "iiiii" ^- 


ScREEN  Advertising     •     1940 


[251 


riie  SALESMAN 

NOT  THE  PROJECTOR 
CONTROLS  THE  INTERVIEW 


WHEH  HE  USES 

SLIDEFILMS 

Because  the  salesman  can  vary  the  length  of 
time  for  showing  each  picture  in  a  slidefilm,  a 
thorough  understanding  of  each  point  thus  illus- 
trated in  his  sales  message  is  assured.  He  does 
a  better  job  of  selling.  You  profit  from  his  more 
effective  work. 

SLIDEFILM 
PROJECTORS 


show  your  slidefilms  at  their 
best.  Their  superior  brilliance 
and  convenience  have  made 
S.  V.  E.  Projectors  first  choice 
of  industrial  slidefilm  users. 
S.  V.  E.  Projectors  are  stand- 
ard equipment  in  all  leading 
sound  slidefilm  units.  Write 
for  interesting  folder  "How  to 
Show  It"  for  full  details. 
Address  Dept.  7B. 


A  MODERN  MANUAL  OF  SLIDEFILMS  -  IV 


SOCI€Ty     fOR    VISUAL    CDUCflTIOR.    IRC. 


lOO    CAST   OHIO    STIt€€T 


CHICAGO  ■  ILLinOIS 


New  Technical 
Achievements  Bring 
Third-Dimension  to 
Sound  Slidefilnns 

♦  Now  DEPTH  or  third  dimension 
has  been  adapted  to  the  slidefilm. 
The  General  Electric  Company  has 
released  a  new  and  totally  different 
slidefilm  on  the  Company's  Mazda 
Driving  and  Passing  Auto  Lamps 
entitled  A  Million  Dollar  Market. 
This  is  the  first  sponsored  commer- 
cial slidefilm  to  be  produced  that 
offers  third  dimension  using  Polar- 
oid material  for  projection.  It  is 
a  thirty-minute  showing  and  is 
being  shown  through  General  Elec- 
tric Lamp  Division  offices. 

The  film  shows  the  construction, 
the  manufacturing  processes,  en- 
gineering data,  road  comparisons 
and  sales  promotion  suggestions  on 
the  new  Passing  and  Driving  Auto- 
mobile Lamp. 

Polaroid  Technicians  Assist 
j  Technically,  the  production  of 
I  such  a  film  presented  many  prob- 
lems and  the  I'nited  Motion  Pic- 
tures. Inc.,  of  Cleveland,  producers. 
were  assisted  by  the  technical  staff 
of  the  Polaroid  Corporation. 
Special  three  dimension  projectors 
were  designed  and  furnished  by  the 
Society  for  Visual  Education  and  a 
special  screen  was  produced  by  the 
Raven   Screen   Company. 

Almost  everyone  has  seen  or 
heard  of  stereoscopic  pictures  and 
many  can  remember  the  old  stero- 
scope  and  pictures  usual  Iv  found  in 
a  prominent  place  in  the  parlor. 
These  pictures  had  depth,  and  are 
the  g  r  a  n  d  d  a  d  d  y  of  this  new 
"Natural  Vision"  slide  film. 

But  the  industry  knows  too  well 
the  millions  that  have  been  spent 
experimentally  in  trying  to  project 
on  a  screen  this  same  idea,  and  with- 
out tangible  commercial  results. 
The  use  of  Polaroid  glass,  however, 
both  in  projection  and  polaroid 
glasses  to  view  with,  has  finally 
made  possible  this  amazingly  most 
natural  slide  film.  Polaroid  makes 
light  behave — gives  light  waves  a 
definite  direction. 

Pioneering  Step  Bv  Step 

The  taking  of  the  original  nega- 
tives has  been,  according  to  the  pro- 
ducers, like  a  baby  learning  to 
walk.  Each  step  was  an  experiment. 
Every  move  must  be  to  an  absolute 
inlerocular  scale — one  picture  as 
your  right  eye  sees  it.  one  picture  as 
your  left  eye  sees  it.  and  then  pro- 
jected on  a  screen  with  the  unusual 
two-eyed  machine.  You  see — not 
only  height  and  «idth  but  depth  as 
well. 

That  this  film  was  ever  attempted 


has  been  due  to  the  pioneering  of 
H.  Freeman  Barnes.  Sales  Promo- 
tion Manager  of  the  Lamp  Division 
of  the  General  Electric  Company, 
and  Frank  F.  Schuhle.  in  charge  of 
Sales  Promotion  of  .Automobile 
Lamps,  who  supervised  the  actual 
production. 

(See  illustrations   below) 

Other  Dimensional  News 

♦  Announcement  is  expected 
shortly  of  further  3rd  dimensional 
developments.  A  midwestern  or- 
ganization has  successfully  demon- 
strated an  attachment  for  existing 
single  and  double-frame  slidefilm 
projectors  which  will  utilize  espcci- 
allv  photographed  I  with  stereo  lens 
camera  I  scenes.  Either  color  or 
black  and  white  photography  may 
be  presented. 

♦  Vi  itii  completion  of  its  first 
series  of  style  prevue  showings,  the 
Jantzen  Company  has  successfully 
demonstrated  the  showmanship  of 
large-scale  lifelike  color  scenes  as 
shown  in  dimension  via  the  Real 
Life  Projector  I  described  in  a  pre- 
vious number  of  Business  Screen). 
The  showings  were  staged  by  \^  .  L. 
Stensgaard  Associates,  merchandis- 
ing and  display  counselors. 

Opening   frames  from   the   new   GE 

3rd-dimensional     slidefilni     recently 

presented  through  dealers. 


GEHERRL 
ELECTRIC 

PRESENTS 


Wfl 


100  o'do'doo 

DOLLAR 
MARKET 


[26] 


Business  Screen 


jl  Au  easy  way  to  make  your  sales  story  ^p/A/^T 


Yes...andnewRCA16mm. 

Sound  Film  Projector  is 

easy  to  use! 

You  don't  have  to  be  a  professional  projectionist 
to  operate  this  amazingly  simple  unit  that  provides 


'>03'), 


% 


r 


/. 


•  •• 


The  RCA  16  mm.  Film  Projector  is  light  in 
weight.  You  can  carry  it  from  one  place  to 
another,  like  a  suitcase.  May  be  used  uith 
microphone  or  \  'ictrola  Attachment. 


;> 


Better  16  ways,  this  projector, 

designed  by  RCA  Photophone  Engineers, 

Is  priced  with  the  lowest! 

SALESMEN  who  have  never  before  used  a 
16  mm.  projector  find  this  new  RCA  unit 
surprisingly  simple  to  thread  and  operate! 
Threading  is  easy  because  threading  line  is 
cast  right  on  projection  block.  Controls  are 
simple.  Films  are  automatically  rewound. 

The  RCA  16  mm.  Sound  Film  Projector  is 
also  out  in  front  in  performance.  Floating 
film  principle  bans  tugs  and  jerks.  Assures 
smooth,    effortless    projeaion.    Your    sales 


story  literally  "sings"  because  pictures  are 
more  brilliant,  sound  is  far  superior.  \0%  to 
20%  greater  screen  illumination  is  provided 
by  oversize  reflector,  condenser  and  large 
objective  lens.  Sound  is  clear  and  natural  at 
any  volume,  thanks  to  film  take-up  equalizer 
and  electrodynaraic  speaker. 

In  every  detail  this  projector  reflects  the 
unmatched  experience  of  RCA  Photophone 
engineers  who  design  the  motion  picture 
sound  equipment  used  by  Hollywood  studios 
and  in  thousands  of  top-flight  theatres.  Best 
of  all,  it's  low  in  cost!  Send  coupon  for  full 
information. 

Tradem»rk'VictroU"Reg.U.S.P«t.Off.byRCAMfK.Co..  Inc. 


Audio  Visual  Service 


Educational  Dept,  RCA  Manufacturing  Co.,  Inc.,  Camden,  N.  J. 
A  Service  of  the  Radio  Corporation  of  America 


BETTER  16  WAYS! 


1.  Better  sound  reproduction 

2.  Better,  more  brilliant 
projection 

3.  Better,  simpler  threading 

4.  Better  and  more  efficient 
cooling 

5.  Better  reel  take-up  and  rewind 

6.  Better  equalization 

7.  Better  operating  ease  ^^-  Better  lamp  service 

8.  Better  input  performance  16.  Better  portability 
RCA  Radio  Tubes  make  any  projector  a  better  projector 


9.  Better  reproduction 

10.  Better  framing 

11.  Better  tone 

12.  Better  accessibility 

13.  Better  versaiilii>' 

14.  Better  lubrication 


Educational  Dept.  (BS-") 
RCA  Manufacturing  Co.,  Inc. 
Camden,  New  Jersey 

Please  send  me  complete  information  con- 
cerning the  new  RCA  16  mm.  Sound  Film 
Projector. 

Same 


Company 
Address . 
OVv 


State.. 


iji 


NiMBER  Seven     •     1940 


[271 


f  NEWS  AND 
NOTES  ON 
EQUIPMENT   DEVELOPMENT 


Is  this  the  world's  most  beautiful  f'nz'ali-  theatre^    On  au  uf^f'cr  floor  of  Chicago's 
KniH/sholm  rcstaiiraut,  Mr.  Frederick  A.   Chramer  has  built  this  film  auditorium. 


New  York  Television  Suspends 

♦  To  comply  with  new  television 
orders  issued  in  July  hy  the  Federal 
Communications  Commission,  the 
National  Broadcasting  Company  has 
announced  that  program  service 
over  Station  W2XBS  in  New  York 
City  would  be  suspended  August  1. 
pending  necessary  alterations  to 
studio  and  transmitter  equipment. 
A  regular  program  schedule  has 
been  maintained  over  the  NBC 
transmitter  here  since  May  1,  19.39. 

Important  changes  and  improve- 
ments in  transmission  are  to  be 
made  during  the  time  the  NBC 
station  is  off  the  air,  according  to 
Alfred  H.  Morton,  vice-president 
in  charge  of  television,  who  made 
the  announcement.  These,  he  added, 
would  involve  no  more  than  a  very 
slight   adjustment   in    the    receiver. 

Morton  would  make  no  prediction 
on  the  date  for  resumption  of  pro- 
gram service  over  the  NBC  station, 
the  only  one  now  operating  in  the 
New  York  City  area  and  the  first 
to  inaugurate  regular  public  service 
in  the  United  States.  Work  on  the 
technical  changes  involved  in  com- 
pliance with  the  FCC  order,  he 
.said,  would  begin  immediately  af- 
ter the  station  goes  off  the  air.  Re- 
newal of  the  NBC  television  pro- 
gram service  to  several  thousand 
owners  of  receivers  in  the  New 
York  area  will  be  made  as  soon  as 


[28] 


the  task  of  altering  the  station's 
equipment  is  completed. 

Magic  Carpet  Clows  in  Dark 

♦  Greater  safety  for  the  modern 
business  motion  picture  theatre  is 
provided  by  a  new  "magic  carpet" 
which  glows  in  the  dark,  according 
to  H.  E.  Millson  of  the  Caico  Chem- 
ical Division  of  the  American  Cyan- 
amid  Co..  Bound  Brook.  N.  J. 

The  new  carpet  is  dyed  with  spe- 
cial dyes  which  appear  quite  ordi- 
nary in  daylight  but  glow  softly 
with  various  colors  in  the  "black 
light"  of  invisible  ultra-violet  rays. 
Mr.  Millson  explained. 

The  absolute  darkness  necessary 
to  bring  out  the  full  beauty  of  mod- 
ern motion  pictures  in  color  has 
increased  the  chance  of  accident  to 
people  entering  theaters  from 
brightly  lighted  foyers.  Mr.  Millson 
said,  and  to  overcome  this  carpets 
can  now  be  had  dyed  with  Huores- 
cent  dyes  to  light  the  way  in  total 
darkness.  Instead  of  the  usual 
shaded  lights  along  the  aisles  of 
theatres  (which  interfere  with  the 
fidelity  of  colored  pictures  and  gen- 
erally illuminate  only  the  area 
near  the  light),  small  electric 
tubes  shed  ultra-violet  rays  on  the 
carpet  which  is  normal  in  all  re- 
spects except  that  the  dyes  used  to 
color  it  possess  the  property  of 
fluorescence. 


Latin  -  American  Markets 

(Continued  from  Page  22) 
for  United  States  films  in  this  mar- 
ket. In  recent  years,  however.  Ar- 
gentine pictures  have  become  in- 
creasingly popular  in  the  subse- 
quent run  and  small-town  theaters, 
and  in  these  houses  they  have  dis- 
placed the  foreign  films  to  a  con- 
siderable extent.  Approximately  60 
feature  films  were  produced  in  Ar- 
gentine during  1939.  as  compared 
with  50  in  1938.  30  in  1937,  and  18 
in  19.36.  Several  of  the  studios  are 
fitted  out  with  modern  equipment. 
There  are  1.208  motion  picture 
theaters  in  all  Argentine,  with  a 
seating  capacity  of  644,322.  Of 
these  theaters,  930  are  considered 
as  active,  and  of  this  number  about 
one-third  operate  on  Sunday  only. 
The  admission  charged  by  a  first- 
run  theater  averages  2  pesos;  a  few 
charge  2.50  and  3  pesos.  The  popu- 
lar theaters  scale  their  admissions 
from  0.40  to  1.50  pesos.  First  run 
houses  generally  offer  two  features 
with  shorts;  but  the  majority  of  the 
theaters  exhibit  at  least  three  fea- 
tures, and  sometimes  more.  Types 
of  films  best  liked  by  .Argentine  au- 
diences are  adventure,  historical,  ro- 
mance   and    comedies. 

BRITISH   WEST  INDIES 

In  the  markets  comprising  the 
British  West  Indies,  approximately 
400  feature  films  are  required.  This 
area  (including  the  Bahamas,  Bar- 
bados. Bermuda,  Jamaica,  and 
Trinidad)  have  a  total  of  65  thea- 
ters with  a  seating  capacity  of 
39.300. 

Motion  pictures  produced  in  Hol- 


lywood are  shown  in  the  theaters 
of  the  \^  est  Indies  to  the  extent  of 
88  per  cent  of  all  films  shown. 
There  is  no  domestic  production. 
Films  best  liked  by  the  audiences 
of  this  area  are  action  and  West- 
erns, musical  comedies,  and  serials. 


Brazil,  with  its  1.300  motion  pic- 
ture theaters,  having  a  seating  ca- 
pacity of  750.000.  offers  a  good 
market  for  North  .American  films. 
This  market  requires  about  550  fea- 
ture films  annually,  and  only  57 
per  cent  of  the  films  shown  are  from 
the  United  States.  The  keenest  com- 
petition afforded  our  films  in  19.39 
came  from  French  and  German  pro- 
ductions, notably  the  former.  How- 
ever, the  latter,  particularly  since 
the  war  in  Europe,  have  lost  out 
heavily  because  of  this  propaganda. 
Films  from  the  United  States  are 
well  received  and  are  generally  pre- 
ferred to  either  locally  produced 
films  or  other  foreign  pictures.  Lo- 
cal productions  are.  however,  very 
acceptable,  and  in  19.39.  six  feature 
films  were  produced.  Production  fa- 
cilities, although  not  adequate  in 
some  respects,  are  sufficient  to  meet 
the  present  small  demand  for  do- 
mestic films.  Portuguese  is  the  lan- 
guage of  Brazil,  and  dubbed  lan- 
guage films  are  not  acceptable  to 
movie-goers.  Action  films,  which 
do  not  depend  entirely  on  dialogue, 
seem  to  be  preferred  by  Brazilians. 
Musical  comedies,  light  dramas, 
and  biographical  plays  are  pre- 
ferred by  first-run  audiences  in  the 
key  centers.  In  the  interior  and  in 
many  neighborhood  houses.  XIJ  est- 
erns.  action  pictures,  and  serials 
are  in  demand. 


Projection   facilities  in   llie   K uiiiisliolm's  llieatic  consist  of  these  modern  Anif^ro- 
sotinds  o/hvtitinij  from  a  suuile  amf'lifier  for  (perfect  chauiie-oz'er  leifhoiit  iiiterruf>tioit. 


lit  SINESS   SCKEEN 


THE  PRODUCTION  LINE 


♦  Four  new  movie  features  ranging 
from  a  symphonic  fantasy  in  teclii- 
color  to  a  picture  tour  of  the  1940 
World's  Fair  have  just  been  re- 
leased hy  the  Ford  Motor  Company. 

These  productions  are  available, 
without  charge,  for  showings  be- 
fore school  and  church  groups, 
service  clubs,  and  various  civic  or- 
ganizations and  private  clubs  re- 
questing them. 

Symphony  in  F.  one  of  the  first 
''stop  action"  movies  made  in  techi- 
color,  sets  a  new  pace  in  screen 
technique  and  screen  entertainment. 
With  Linton  Wells,  famed  CBS 
news  analyst  as  narrator,  the  15- 
minute  feature  traces  in  an  extraor- 
dinary manner  the  far-reaching  in- 
fluence of  the  motor  car  industry 
throughout  the  world  in  gatliering 
raw    materials   for   the   automobile. 

Doll  like  figures  which  animate 
the  Ford  Cycle  of  Production  ex- 
hibit at  the  New  York  Fair  step 
into  the  same  characterizations  for 
Symphony  in  F.  The  farmer,  chem- 
ist, lumberjack,  miner.  cotton 
picker,  rubber  man  and  transporta- 
tion worker  all  dramatize — in  song 
and  action — their  parts  in  pouring 
raw  materials  from  all  parts  of  the 
compass  into  the  River  Rouge 
plant,  world's  greatest  industrial 
unit. 

The  movie  swings  from  fantasy 
to  actual  pictures  in  color  of  vari- 
ous manufacturing  processes  at  the 
Rouge,  with  comments  by  Vtells  on 
scenes  in  the  steel  mill,  glass  plant, 
plastics  division,  motor  assemlily 
building,  tire  plant,  fabrics  divi- 
sion and  on  the  final  assemblv  line. 

Building  of  the  28,000.000th 
Ford  car  in  fantasy  concludes  the 
Symphony.  The  car  was  assembled 


MAILING  LISTS 


The  DcVry 
camera  unit 
within  the  neiv 
a  n  t  0  ma  t  i  c 
flight  test  set- 
up described  in 
t  h  c  column 
hetoiv. 


GET  OUR   FREE 

REFERENCE 

MAILING 

ulist  catalog 


FREE 


this  year  at  the  Edgewater.  N.  J., 
branch  plant.  Various  automobile 
parts  take  on  life-like  appearance 
as  they  parade  to  the  assembly  line. 

Other  new  Ford  movie  releases 
include  While  the  City  Sleeps,  show- 
ing some  of  the  amazing  but  little- 
known  tasks  performed  by  night 
workers  in  a  big  city;  Keep  This 
Under  Your  Hood,  an  animated 
cartoon  drama  of  what  occurs  inside 
an  automobile  engine:  and  Scenes 
From  the  World  of  Tomorrow,  a 
six-minute  pictorial  whirl  over, 
and  through  the  New  York  V^'orld's 
Fair. 

The  films  are  distributed  through 
Ford  dealers  and  Ford  Motor  Com- 
pany branches.  Showings  can  be 
arranged  upon  request  to  dealers. 

New  Air  Test  Unit 

♦  An  important  contribution  to 
the  national  defense  program  and 
particularly  to  the  aviation  indus- 
try is  being  made  by  a  DeVry 
camera  unit  now  installed  in  the 
flight  recorder  equipment  being 
used  by  the  Douglas  .\ircraft  Com- 
pany of  El  Segundo.  California. 

The  instrument  panel  of  all  new 
ships     is     photographed     by     this 
equipment.      .According    to    E.    H. 
Heinemann.     Chief     Engineer     for 
Douglas,   the   recorder  has  become 
a    standard    part    of    flight    test 
equipment   and   has   done   much 
to  decrease  the  steadily  increas- 
ing   burden    on    flight    test    per- 
sonnel.    The    camera    assembly 
consists    of    a    DeVry    35    mm. 
motion     picture     camera     with 
magazine   capacity   for   approxi- 
mately   6400    single    frame    ex- 
posures   at    a    pre-selected    time 
interval   ranging   from   0.5  to   8 
seconds  between  exposures. 

Lens-Eye  view  of  the  instrument 
panel  as  seen  hy  the  Del'ry  flight 
test  unit  nozi'  heiuti  used  by  Douglas. 


Gives  counts  and  prices  on  accurate  guaranteed 
mailing  lists  of  oil  classes  of  business  enter- 
prises  in  the  U.  S.  Wholesalers — Retoilers — 
Manufacturers  by  clossilication  and  slate.  Also 
hundreds  of  selections  of  individuals  such  as 
professional  rt\en.  auto  owners,  inco.ne  lists, etc 
Write  today  for  your  copy 


R.L.POLK&CO. 

Polk  BIdg.- Detroit,  Mich. 

Branches  in  Principal  Cities 


sot  Direct  Mail  Advi 


The  DeVry  16  mm.  .4rc  Sound  Pro- 
jector  Gives    You    This   and   More 

♦  Theatrical  perfection  is  assured  be- 
cause DeVry  has  incorporated  into 
this  projector  all  the  banner  features 
that  since  1913  have  made  DeVry 
projection  equipment  the  preferred 
choice  of  theatres,  roadshowmen, 
schools,  churches,  clubs  and  institu- 
tions all  over  the  nation  and  in  68 
foreign  countries. 

These  superb  innovations  include:  a 
heavy  duty  sprocket  intermittent 
(theatre  type)  movement,  silent  chain 
drive,  dual  exciter  lamps  and  separate 
aperture  ventilation. 

♦  Utility  is  assured  because  DeVry 
has  provided  a  4,000  foot  magazine 
the  equivalent  of  10,000  feet  of  35  mm. 
affording  one  and  three-quarter  hours 
of  continuous  playing  time,  and  the 
light  source  is  capable  of  providing  a 
24  foot  image  with  a  throw  of  125  feet 
or  more. 

Del'ry  manufactures  the  most  complete  line  of 
16  and  35  mm.  sUent  and  sound  projectors  and 
cameras    for    professional    and    institutional    vsc. 


♦  In  addition  to 
the  De\"ry  precision- 
built  projection  line 
illustrated,  commer- 
cial filni  users  pre- 
fer rieVry  M.5  mm. 
Silent  Cameras, 
Sound  Recorders,  10 
mm.  Sound  Cameras, 
"Brillante"  Projec- 
tion Lenses ;  reels, 
stands,  amnlifiers, 
rectifiers,  public  ad- 
dress systems  and 
silent   projectors. 

DeVby  16  mm.  Sepa- 
rate    Sound    Re- 
corder  (below) 


(J 

V 

De\"ry     Sup'  r     .-l^iii;!! 
Arc  Sound   Prujectur. 


D  E  \'  R  V  Professional 
3.^  mm.  Motion  Pic- 
ture  Sound  Camera. 

^'Glorify   Your  Product" 

A    Free    Booklet    about 
"Movies"  you  should  have ! 


"'"V...--"''''''^ 


DeVrv  .Model  "Q"  lb 
mm.  Sound  Projector. 


Ue\'kv  3.^  mm.   Port- 
able Sound   Projector. 


De\'rv  Model  "77"  16 
mm.  Triple  Speed 
Motion  Picture  Camera. 

Free  Illustrated  Liter- 
ature  ON    Any    Product 
Listed  on  Request! 


devry  corporation 

GENERAL     OFFICES     AND      MAIN      PLANT 


1111  ARMITAGE  AVE.,  CHICAGO.  U,  S.  A. 
NEW  YORK  f,„u„(,.</ 7913  HOLLYWOOD 


Screen  Advertising     •      1940 


[29] 


Thr  I'rohli-ni   of  Ulni 
ft  ear  and  Damage 

♦  Some  basic  facts  coiiceriiing  the 
problem  of  film  wear  and  damage 
have  been  noted  by  members  of 
Business  Screen's  editorial  staff  in 
their  almost  constant  contacts  with 
hundreds  of  present  day  users  of 
sound  motion  pictures. 

The  basic  factor  in  this  problem 
undoubtedly  lies  in  the  borrowing 
of  films  and  equipment  by  un- 
skilled operators.  Although  most 
modern  sound  projection  equipment 
has  been  made  practically  "fool- 
proof" (as  witness  recent  develop- 
ments described  elsewhere  in  these 
pages),  accidents  still  do  happen 
and  these  notes  may  offer  a  helpful 
guide  to  either  avoiding  them  or  to 
minimize  the  difficulties  through  re- 
pair, etc. 

First:  \^  hen  sending  films  to  a 
strange  town,  recommend  that  a 
competent  experienced  projectionist 
be  employed.  This  courtesy  is  only 
a  fair  "payment'  which  the  sponsor 
deserves  for  the  loan  of  expensive 
sound  and  color  prints.  While  this 
sounds  like  a  "commerciaP*  for 
such  operators,  the  losses  through 
careless  use  of  obsolete  borrowed 
projectors  can  be  avoided  only 
through  firm  policies  by  the 
sponsor. 

Secondly:  Use  adequate  printed 
forms,  if  necessary  to  send  out 
films  for  loan,  describing  precau- 
tionary starting  measures  and  pre- 
scribing constant  vigilance  during 
the  show  by  the  operator. 

Thirdly:  Scratched  prints  can  be 
"rejuvenated"  through  such  pro- 
cesses as  the  Recono  treatment: 
scratches  can  be  avoided  by  hu- 
midified film  storage  or  frequent 
Vaporating. 

Finally:  Ship  in  damage- proof 
containers.  Corrugated  board  is 
not  adequate  protection :  either 
fibre  or  metal  are  preferable. 
Color  Screen  Developed 
*  Color  is  in  vogue  today.  Both 
motion  picture  and  "still"  photog- 
raphers are  employing  modern 
color  films  extensively.  Such  pho- 
tographers will  usually  obtain  the 
finest  camera  and  projection  equip- 
ment to  insure  best  results.    A  sim- 


ilar inlcic.~l  ha.-  liLTii  JlianiIc^U■d  in 
.screens.  IVAN  DMITRI,  well-known 
Leica  color  photographer,  in  con- 
junction with  MR.  TEW.  formerly  of 
the  B.  F.  Goodrich  Rubber  Co.,  have 
been  experimenting  for  some  time 
in   order  to   find   a   screen   material 


M  T  T  A  C  H  M  E  N  T 
GUARDS  AGAINST 
breakaqe  of  film  on  the 
latest  Bell  &  Hoii'cll 
Filmosounds  zi'hich  fea- 
ture the  sf^rockct  guard 
pictured  and  described  in 
these  pages.  The  device 
also  prevents  defective 
films  or  incorrect  splices 
from  j  n  m  p  i  n  g  the 
sprocket. 


\  ictor  multiple  use  is  lirought  about 
by  the  model  "R"  Amplifier  which 
can  accommodate  two  Animato- 
phone  Sound  Projectors  (as  shown 
above)  and  as  many  as  eight  12" 
or  15"  speakers.  A  flick  of  the 
change-over    switch    stops    one    pro- 


Vhe  I'ielor  .Inimatograph  sound  inoliou  picture  units  pictured 
here  iucliute  the  new  amplifier  unit  for  continuous  operation. 


which  will  best  reproduce  colored 
motion  pictures  and  the  small  color 
transparencies  made  with  miniature 
cameras. 

A  new  material  has  been  devised. 
It  is  not  glaringly  white,  but  just 
of  a  correct  tone  to  bring  out  all 
of  the  beauty  and  depth  of  color 
pictures.  It  also  serves  extremely 
well  for  black  and  white  pictures. 
The  screen  is  also  washable  so  that 
it  can  be  kept  clean  at  all  times, 
and  the  pictures  projected  on  it 
can  be  viewed  from  almost  any 
angle  in  a  room.  This  material  is 
now  available  in  a  new  screen 
known  as  the  Leitz-Dmitri  Projec- 
tion Screen. 

Avoiding  Change-Over  Breaks 

*  With  the  new  Victor  Amplifier 
illustrated  in  this  issue,  regular 
theater  continuity  is  now  possible 
tor  continuous  shows  without  any 
breaks  for  changing  reels. 

This  added  flexibility  and  famous 


jector  and  puts  the  other  into  opera- 
tion to  permit  threading  without 
loss  of  projection  time. 

Public  Address  equipment  and  a 
record  player  can  also  be  used  at 
the  same  time  to  supplement  the 
sound  projector.  Complete  infor- 
mation may  be  obtained  by  writing 
to  the  Victor  Animatograph  Cor- 
poration.  Davenport.   Iowa. 

iVcM'  Filmosound  Features 

♦  One  of  the  interesting  features 
on  the  newest  filmosounds  is  the 
handy  "right  side"  clutch  control, 
which  permits  the  operator  to  throw 
the  clutch  in  or  out  without  reach- 
ing over  the  top  of  the  projector. 
Turning  a  large  knurled  knob 
mounted  conveniently  just  above  the 
lens  does  the  trick,  and  with  the 
projector  unit  mounted  in  a  "blimp" 
case,  this  is  a  convenience  indeed. 

Bell  &  Howell  announces  that  this 
new  control  is  now^  available  for  all 
clutch-equipped  Filmosounds  in  the 


field,  except  the  "Auditorium" 
Model,  and  since  it  is  so  inexpen- 
sive, we  believe  that  many  present 
owners  will  be  interested.  The  new 
device  may  be  used  on  all  Filmo 
silent  projectors,  as  well,  again  ex- 
cepting the  "Auditorium"  Model. 
B.  &  H.  states  that  it  is  easily  in- 
stalled in  a  few  moments  by  the 
owner.   (Price,  $2.50). 

♦  From  Bell  &  Howell  also  came 
the  announcement  of  two  changes 
in  Filmosound  design.  B.  &  H.  has 
devised  sprockets  and  guards  of 
such  types  that  the  film  cannot  be 
threaded  incorrectly,  and  a  new 
take-up  mechanism  which  winds  the 
projected  film  with  constantly  cor- 
rect tension  regardless  of  the  reel 
size  or  film  load. 

ISew  Sprocket  Guards 

♦  As  the  Filmosound  is  threaded, 
the  n  e  w  "Safe-Lock"  sprocket 
guards,  which  are  standard  equip- 
ment on  all  models,  guide  the  film 
to  its  proper  position  on  the 
sprocket.  The  spring-mounted  guard 
is  snapped  open  and  immediately 
closed,  and  the  film  is  threaded, 
locked  safely  in  place.  Further- 
more, the  new  guards  extend  over 
the  outer  edge  of  the  film.  This  con- 
struction, it  is  claimed,  prevents 
defective  films,  or  splices  incor- 
rectly made,  from  jumping  the 
sprocket.  In  addition,  the  new 
sprockets  are  made  of  especially 
hardened  steel,  said  to  reduce  wear 
almost  to  the  vanishing  point. 

New  Take-Vp 

♦  The  new  "self-compensating,  con- 
stant-tension" take-up  mechanism  on 
the  rear  reel  arm  of  all  Filmosounds 
is  so  designed  that  the  weight  of  the 
film  itself,  as  it  is  wound  on  the 
take-up  reel,  increases  the  traction 
of  the  simple  mechanism.  Thus, 
claim  the  manufacturers,  the  take- 
up  is  smooth  and  the  tension  con- 
stant, no  matter  what  size  the  reel 
or  how  much  film  is  on  it. 

The  Filmosound  take-up  mechanism 
shown  hehw  maintains  constant  tension 
on  all  sices  of  reels  or  Z'arying  film  loads. 


[30] 


Business  Screen 


Jki 


WITH 
COOD  REASO:^ 

FROM  long  experience,  cameramen  con- 
fidently rely  on  Eastman  negative  films  to 
more  than  meet  today's  production  re- 
quirements. Extra  quality— reserve  power 
—supports  each  film's  special  ability; 
and  each  is  firmly  established  as  the  raw- 
film  favorite,  with  good  reason.  Eastman 
Kodak  Company,  Rochester,  N.  Y. 

J.  E.  BRULATOLR,  IXC,  Distributors 

Fort  Lee  Chicago  Hollywood 


BACKGROrXD-X 

for  backgrounds  and  general  exterior  irork 

PLUS-X  SUPER-XX 

for  general  studio  use  trhen  little  light  is  available 

EASTMAX  NEGATIVE  EILMS 

Number  Seven     •     1940  [31] 


SLIDEFILM 

COLOR  PRINTS 

• 
J^cuA*  yo4i.  GoH.  Se*id  ^4. 
Jleica-Si^e  Ko<ll<icU>iom^ 

QatftfUeie  Pn<uxMin(f.  9*tia 
Qlo^ucuU  SUd&j/ilm  PlitiU! 

• 
EASY  TO  GET  GLORIOUS  COLOR! 

♦  Simply  send  original  Leica-size  (l"x}/2") 
transparencies  to  Dunningcolor  Corpora- 
tion. 932  North  LaBrea  Ave.,  Hollywood, 
California.  From  your  individual  scenes, 
we  will  deliver  a  complete  color  film  slide 
in  a  single-frame  (movie  size)  sequence. 

{Write  for  complete  instructions  on 

hoiv  to  compose  your  original  scenes 

for  rcprofhtction  purposes.) 

COSTS  LITTLE  MORE  THAN  BLACK  &  WHITE 

♦  First  complete  print  (including  our 
preparatory  sequence  arrangement)  costs 
only  $1.20  per  frame  (each  print  must  in- 
clude 8  blank  frames  at  beginning  and  4 
blank  frames  at  end).  Additional  prints 
of  the  same  film  slide  cost  only  18  cents 
per  frame.  In  all  cases  blanks  mentioned 
are  the  same  price  as  the  pictures. 

NOTE:  For  cjuantity  orders  of  50  prints  or 
over,  it  is  more  practical  to  consider  the  use 
of  DunninRcoIor  Three-Color  Prints  made 
from  special  color-separated  neRatives,  Prices 

on    request   to   recognized   producers. 

DUNNINGCOLOR 

CORPORATION 


AlaJ)-a*na  Staie^efit.  Qoei-^beVnu. 


932  North  LaBrea  Avenue 


HOLLYWOOD 


SLIDEFILM  PRODUCERS 


OUAIITY  PRODUCTIONS 


BLACK  &  WHITE  &  IN  COLOR 


Division  of 


<fWC)(r2mJ 


S  A  R  R  A,    Inc. 


WHIIehall  5151   ■:■   \k  East  Ontario  Street  -:■  Cllicago 


Eastern   Producers: 


GET  IN  THE 
SWIM! 

CARTOONS 

IN  YOUR  NEXT 
SLIDEFILM 


F.  O.  ALEXANDER 

I0S7  Drexel    BIdg. 
Philadelphia,    Pa. 


Mr.  Roy  Marcato.  State  Photographer  representing 
the  Alabama  State  Highway  Department.  listens 
attentively  as  Mr.  H.  A.  DeVry,  President  of  the 
Del'ry  Corporation,  e.rplains  some  of  the  many 
features  of  the  special  Del'ry  Sound  Recording 
Eq\iipnicnt  which  the  Department  has  selected.  An 
Eastman.  Cific  Special  i6mm  Camera  zvith  Del'ry 
Electric    Motor    Drive    is    also    part    of    neiv    unit. 

Texas  Company  Film 

[Continued  from  Page  13) 
with    its   inclusion,   as   an   integral    part   of   the 
plot,  of  a  petroleum  industry  message  that  hits 
home    particularly    in    these    days    of    business 
mistrust. 

We  are  reminded  throughout  Coin'  Places 
of  the  many  things  which  contribute  to  the  com- 
mercial film's  success.  Its  casting  alone  serves 
to  illustrate  that  point  by  its  well-cho.sen  char- 
acters. The  three  leads  in  particular.  Wilma 
Francis  as  "Kay,"  Willard  Parker  as  "Speed" 
and  William  Harrigan  as  "Mac"  make  a  good 
picture  a  thoroughly  enjoyable  one;  and  the 
care  in  selecting  characters  down  to  the  smallest 
"bit"  part  give  these  main  characters  the  added 
advantage  of  background  support.  Attention  to 
this  detail  and  many  others  make  Coin'  Place.s 
and  its  message  thoroughly  real,  acceptable  and 
inspiring  to  any  Texaco  Dealer  from  Kalamazoo 
to  Keokuk, 

—  ill   BOSTON   see   PATHESCOPE 

W  HIMIM;    in     16    mm    plus    color. 

••  Idd    ihf   local  ong/c" 
l<*  LIBR  VRV    of    renl.il    61m,    16    mm    .ound. 

"Sitft'ipn     itp     thf    program" 
!/»  SIKVICE    for    your    Amprosound    or    Fllmosound. 

'Cet    a    sicell  show   from   your  stnell   picture" 
U^  PROJECTIOIN    «ervice    complelo. 

•■Jwsl    Kii-e    us    the   film    and   forget    the   details" 

PATHESCOPE   CO.  Teleplione 

438  Sluari  St.,  BOSTON       COM  0640 

Midwestern   Producers: 


•  Mofiott  Pictures  .  Slide  Films 

•  Recording  •  Animation 

ir     LATEST  COLOR  AND  SOUND     * 

/,<»ii-  Costs  n  ill  PIt'asv  You 

FILM  ARTS  CORPORATION 

MILWAUKEE,   WISCONSIN 
717  W.  Wells  St.  Phone  Daly  5670 


jb&  4f044,  leqfUiAje 

a  screen  of  a  particular  size  or  fabric 

— in  a  model  or  design  that  you  iiiiglit 

have  found  difficult  to  obtain?    If  so 

—  there    is    a   definite    Raven    Screen 

that     will     conform     to     your     exact 

requirements. 

Literature  on  fietfttrst 

RAVEN  SCREEN   CORPORATION 

314    East   35th   Street                             New    York 

[Zraven^^screenT] 

' 

PROJECTION  SERVICE— EAST 


'A  COMPLETE- 


MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  all  phases  for  Theatrical  and  non-theafrical  pic- 
tures. The  non-theatrical  service  includes  supplying 
projectors,  screens,  operators,  etc.,  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  St.,  N.Y.C.  Lexington  2-6781 

Local  operating  points  in  upper  N.  Y. — N.  J.  and  Conn. 


COVER  YOUR  RURAL  MARKET 

WITH   OUR 

16  M.M.  PROJECTOR  SERVICE 

Write   Us   For  Quotationt. 

TALKING       PICTUliK       SERVICE 

249  Erie  Boulevard  West                Syracuse,  N.  Y. 

Now  En;£lanfl 

Complete  16nini.  Motion  Picture  Service 
tliroiifihout  New  England.  Competent  oper- 
ators, excellent  eqnipment  and  tiie  knowl- 
edge necessary  to  handle  your  dislribnti4>n 
problems  properly. 

2f>8   St.  John   Street  Portland,   Miiine 


PROJECTION  SERVICE— WEST 


ALLIED  FILM  EXHIBITORS,  Inc. 

672  South  Lafayette  Park  Place  ■  Los  Angeles,  Cal. 

EXHIBITORS    OF  16Mnvi.  INDUSTRIAI.    AND 
PUBIiIC    KHIiATIONS    rlI.MS. 

56   exchanges   serving*  250  conimtinities   in  the 
Western  Trading  Area. 

Regional  offices 
SAN  FRANCISCO    •    PORTIiAND    •   SEATTI,!! 


■ ""I II" III! iiiiiiiiiiiiiiiii niiiiiiiiiii miiiiiiiiiiiii mil  ,,,.,,  .;  ,        j       ,         ,,■,.■  • .    ,, 

OMr»     iiMiviTTiiT     r-z^TTTTMiin-.*!™     .^x-..Z-.  the  most  complete  and  only  authoritative  quide  to 

2ND     ANNUAL     EQUIPMENT     GUIDE:  commercial  and  educational  film  equipment  Puh- 

ilillillll I "Ill I """I "I I iiiiiim "I mil Ill  lished  in  the  world! 


\ 


[32] 


Business  Screen 


I 


mum  a^  vm  shots 


•  Memo:  Put  these  changes  of  ad- 
dress into  your  file  before  we  forget : 

Wilding  Picture  Productions.  Inc. 
have  opened  convenient  near-loop 
offices  at  100  East  Ohio  Street. 
Chicago.  ,.      ,      ,.. 

Castle  Films,  Inc..  have  moved 
from  their  quarters  in  the  \^  rigley 
Building  to  a  new  suite  (2148-49) 
in   the  Field   Building  in   Chicago. 

^-      «      * 

Pat  Dowling  Pictures  are  located 
at  662.5  Romaine  Street.  Hollywood, 
California.      .^.      ^     .^ 

Phillip  Andrews,  editor  of  the 
famed  U.  S.  Camera  Magazine,  has 
opened  his  own  agency  on  New 
York's  Fifth  Avenue,  where  he  will 
direct  the  campaigns  of  camera 
firms,  photographic  supply  con- 
cerns and  a  similar  clientele. 
»      »      * 

Contributing  to  this  issue: 

♦  A  top-ranking  executive  in  the 
field  of  safety  sound  slidefilm  pro- 
duction is   E.   I.   \^  oodbury.  poster 

IN  THE  AMM.\TION  STUDIOS 

Produciiou  chicis  at  Caravel  Films.  Inc. 
talk  I'fcr  si-'iiiiiucs  III  pencil  originals. 


The   staff  at   Cartoon  Films.   Ltd.   re- 
hearse action  for  a  forthcoming  cartoon. 


division    director    of    the    National  = 

Safety    Council.    Chicago.      In    his  i     = 

contribution   Safety  on   the  Screen  ^^ 

which  appears  on  page   17  of  this  i     = 


E.  L  Woodbury 
National  Safety  Council 


number.  Mr.  Woodbury  points  to 
the  slidefilm  medium  as  an  in- 
creasingly important  tool  of  busi- 
ness and  cites  from  his  own  ex- 
perience to  prove  its  adaptability 
and  success. 
!\'ew  Color  DetelopnienI 

♦  From  Carroll  Dunning,  Dunning- 
color  Corporation  executive,  of 
Hollywood,  California,  comes  word 
of  a  new,  convenient  service  for 
users  of  small  quantities  of  color 
slidefilm  prints.  Three-color  prints 
of  less  than  50  in  number,  from 
Leica-size  Kodachrome  originals 
may  be  obtained  through  this  serv- 
ice. Information  should  be  obtained 
in  regard  to  special  photographic 
instructions  if  unfamiliar  w'ith  pro- 
duction of  the  originals. 

Also  announced  is  a  new  series 
of  syndicated  color  subjects  which 
can  be  utilized  with  standard  phono- 
graphic records  of  popular  musical 
selections  such  as  South  of  the 
Border.  God  Bless  .imerica,  etc. 
Crane  Company  Releases  Two 

*  Crane  Company  has  released  two 
sound  slidefilms.  The  Heat's  On  and 
It's  Up  to  You,  to  be  shown  coast- 
to-coast  to  heating  contractors. 
Camera.  Inc..  Chicago,  was  the 
[producer. 

.irt  Director  Commends  Film 

•  "Like  thirsty  deer  at  a  brook, 
the  American  people  drink  up  fine 
pictures  at  every  opportunity.  The 
new  color  reproductions  of  w'estern 
scenic  views  now  being  distributed 
bv  Standard  Oil  of  California  will 
have  a  definite  influence  in  art  ap- 
preciation and  home  decoration  for 
years  to  come." 

This  is  the  judgment  of  Dr.  Wal- 
ter Heil.  famous  museum  director 
and  art  critic.  The  newest  Standard 
Oil  picture.  "California  Mission." 
is  now  being  distributed  to  mo- 
torists bv  Standard  service  men. 


'OCuZ^^4^ 


sfiLEs  CO.  inc. 


m    wants  another     g 

1     SOUND  SLIDEFILM  WRITER    I 


Business  is  good  ...  so  good  we  want  to  add  another 
senior  creative  contact  man  to  handle  existing  sound  slide- 
film  orders. 

Now PLEASE  read  THE  NEXT  PARAGRAPH  CAREFULLY. 

Unless  you  are  note  \vorking  successfullv  in  an 
exactly  similar  capacity  for  another  slidefilm  pro- 
ducer, or  unless  your  experience  has  recently  in- 
cluded   such    work,    please   don't   answer   this   ad. 

Bui — If  you  are  a  thoroughly  experienced  and  capable 
sound  slidefilm  writer  and  contact  man  I  and  by  this  we 
mean  one  with  several  years'  experience  and  plenty  of  bona 
fide  samples   of  your  work)    we'd   like   to  hear  from  you. 

W rite  to:  A.  G.  RiPPEY.  Jr. 

Editorial  Manager 
.Associated  Sales  Co..  Inc. 
312.3  E.  Jeft'erson  Ave. 
Detroit.  Michigan 

P.  S.  We  don't  mind  if  you've  had  some  motion  picture 
tvriting  experience. 


VINE  AT  HOLLYWOOD  BLVD. 


Tlie  ideal  headquarters  for  busy  executives. 
Hollywood  Plaza  Hotel  is  within  easy  access  to 
radio  and  motion  picture  studios,  leading  the- 
atres and  distributing  agencies,  famed  night 
spots  and  sport  centers. 


PLAN  TO  MEET  YOUR  FRIENDS 
IN     THE    PLAZA    COFFEE    SHOP 


Number  Seven     •     1940 


[33] 


..GANGWAY  FOR  J 
MOVIE  REELS!  %^ 


ALWAYS  BY 

Railway 
Express 


They're  first  into  the  fastest  trains,  and  first  out  on  arrival.  Prompt  delivery  to 
theaters,  conventions,  clubs,  schools  or  private  houses.  Top-speed  handling  all 
the  way.  That's  RAILWAY  EXPRESS  service,  at  low,  economical  rates.  And  it's 
just  as  fast  and  sure  for  promotion  material,  trailers,  posters,  stills,  equipment 
and  anjthing  else  that's  a  "must."  Nation-wide  coverage.  23,000  offices.  Pick-up 
and  delivery  in  all  cities  and  principal  towns,  at  no  extra  charge.  For  service 
phone  Railway  Express. 


For  Super-speed  use  AIR  EXPRESS  —  3  miles  a  minute. 
Special  pick-up  —  Special  delivery 


R  AI  LWA^i^EXPRE  S  S 

AGENCY  ^<fflr     INC. 
^^^^^^   NATION-WIDE    RAIL-AIR    SERVICE   ^^^^^^ 


America's  Greatest 

PliiiYliROlJlVD 

HOT  SPRWOS 

NATIONAL  PARK,  ARKANSAS 

Add  bealthhil  years  lo  your  hfe  by  exercising 
and  toning  up  the  system.  Enjoy  the  moun- 
tain climate  and  all  forms  of  recreation.  Bathe 
in  ihe  famous  medicinal  waters  of  47  U.  S. 
Government-supervised  Hot  Springs.  Slop  at 
the  Majestic  Hotel  for  fine  accommodations, 
single  rooms  with  or  without  bath,  and  smart 
2,  3,  or  4  room  suites.  Covemmenl-supervised 
bath  house  in  connection.  .  .Moderate  rates 
from  SLSO.  Two  restaurants  serving  the  finest 
of  food.  Beautiful  Lodge  on  Lake  Hamilton. 


MitJESTie 


r*Tiion-SouthweHl  HotfU  lii<-  Mr--  H  '.r:nl)  M 


m\  FILMS 


♦  How  chemical  coatings  are  vital 
considerations  in  modern  industry 
and  how  they  are  important  to 
everyday  living  is  explained  in  the 
new  all-color,  sound  movie,  More 
Than  Meets  the  Eye,  released  this 
month  by  Interchemical  Corpora- 
tion. 

More  Than  Meets  the  Eye  de- 
scribes the  processes  and  research 
back  of  the  manufacture  of  chemi- 
cal coating  materials  and  shows 
how  the  requirements  of  the  ulti- 
mate consumer  must  be  taken  into 
account  in  the  manufacturing  opera- 
tions. The  enamel  finish  for  a  wash- 
ing machine,  for  example,  must 
produce  a  surface  so  tough  that  it 
will  resist  the  chipping  and  marring 
and  the  various  deteriorating  forces 
to  which  the  product  will  be  sub- 
jected in  the  users  laundry. 

The  functions  of  the  various 
divisions  and  subsidiaries  of  Inter- 
chemical are  outlined  in  the  picture. 
These  units  are  engaged  in  produc- 
ing printing  inks,  industrial  finishes, 
textile  colors,  dry  colors  and  pig- 
ments, press  equipment,  and  vari- 
ous related  products.  More  Than 
Meets  the  Eye  was  produced  by 
Willard  Pictures.  Inc..  under  the 
direction  of  George  Welp.  Inter- 
chemical Corporation. 

The  film  lias  been  prepared  so 
that  il  will  be  of  interest  to  manu- 
facturers of  products  requiring 
chemical  coatings  and  to  the  gen- 
eral public  which  uses  these  prod- 
ucts. Since  much  of  the  picture  is 
concerned  with  the  production  and 
application  of  industrial  colors  like 


printing  inks,  pigments,  finishes, 
and  textile  colors,  there  are  many 
spectacular  color  effects.  The  movie 
is  available  for  showings  to  manu- 
facturers, associations,  or  groups 
interested  in  chemical  coatings  and 
their  importance  both  in  industry 
and  in  our  daily  living. 

New   Copper   Films   Are 
Released  by  Bureau  of  Mines 

*  The  great  natural  resources  of 
Arizona  and  the  inspiring  panorama 
of  scenic  splendor  that  annually 
attracts  thousands  of  tourists  to  the 
State  are  picturized  in  a  sound  mo- 
tion picture  film  recentlv  announced 
by  the  Bureau  of  Mines.  Department 
of  the  Interior,  in  cooperation  with 
an  industrial  concern  interested  in 
the  development  of  the  Slate. 
(Phelps  Dodge  Copper  Co.)  The 
film,  in  16-mm.  size,  and  which  re- 
quires 40  minutes  for  showing,  is 
the  latest  addition  to  the  Bureau  of 
Mines  film  library,  which  now  con- 
sists of  more  than  4.500  reels  which 
were  shown  on  over  100.000  occa- 
sions in  1939  to  a  total  attendance 
of  more  than  9,000,000  persons. 

Copies  of  this  sound  film,  in 
16-mm.  size,  are  available  for  ex- 
hibition by  schools,  churches,  col- 
leges, civic  and  business  organiza- 
tions and  others  interested. 
Applications  for  the  film  should  be 
addressed  to  the  Bureau  of  Mines 
Experiment  Station.  4800  Forbes 
Street.  Pittsburgh,  Pa.  No  charge  is 
made  for  the  use  of  the  film,  al- 
though the  exhibitor  is  expected  to 
pay  the  transportation  charges. 


NEXT  MONTH:  RESERVE  NOW! 
BU.SINE.S.S  SC.REEN-.S  2ND 
.\NNUAL    EODIPMENT    GUIDE 


This  allrai'fii'r   modern   theatre   interior  awaits  New   York   IVorlil's  Fair  znsilors 
ii'/f()  attend  slnnein'is  I'f  the  ['.  S.  Steel  Teehuicolor  motion  picture.  Men  Molie  Steel. 


[34] 


Business  Screen 


*  I'uus  llkt  diiSC  }'-o)n  {he  hy^nid  tower  lein- 
(iozi's  at  20  North  Wacker  Drive  illustrate  the 
advanttt({es  of  imohstrnctcd  lii/ht  and  fresh  air 
ai-ailahic  in  lyf^ical  offices  such  as  the  one  shoivn. 


COMFORTABLY  COOLED 
BY  THE  LAKE  BREEZES 

•^  \\  illi  an  iiiiobslriictfd  view  of  the  entire  oily  anil  lake  front  from  the  broail 
expanse  of  oversizetl  «iii(loAvs  in  every  suite,  lower  ofTiees  on  the  upper  twenty 
floors  at  Twenty  >ortli  \\  acker  Drive  offer  the  city's  finest  business  locations. 
Here  again  the  unique  architectural  advantages  of  this  building  are  real  assets  to 
the  prospective  resident.  A  majority  of  the  office  spaces  get  cross-ventilation  of 
lake  breezes  from  east  to  west;  end  of  building  offices  enjoy  the  maximum  ol 
daylight  illumination  from  three  sides.  As  in  all  parts  of  the  building,  floor 
lavouts  permit  real  economy  of  working  area  in  small  offices  as  well  as  those 
up  to  the  maximum  Li.OOO  square  feet    area  permitted   on  these  upper  floors. 


Other  Convenient  Sertire  Fnrililies: 
For  exei'ulives  and  their  employees,  a  modem  public  restau- 
rant is  also  available  for  breakfast,  luncheon  or  dinner  service. 
The  Opera  BulVel  on  the  street  level  is  a  favorite  afler-hours 
rendezvous.  Other  service  facilities  include  the  completely- 
equipped  building  barber  shop,  tailor  and  valet  aiul  the  Safe 
Deposit    Vaults   just    off    the    main    lobbv. 


IN  THIS  SPACE  NEXT  MONTH: 

♦  How  to  select  your  Business  Home  for 
the  coming  year.  The  advantages  made 
possible  at  Twenty  North  Wacker  Drive 
by  scientific  planning  of  office  layouts, 
designed  for  maximum  comfort  and  effi- 
ciency, are  thoroughly  analyzed  for  execu- 
tives contemplating  Chicago  office  changes. 


.Address    All    Inquiries    to    the   Office    of 

THE      PrESIDE.NT — Mr.     J.      C.     THOMPSON 


AT  THE   CENTER  OF  CHICAGO   BUSINESS     •    THE   CIVIC    OPERA  BUILE 

20  NORTH  WACKER  DRIV 


-"*^^" 


"JL  HOUSEHOLD 
MNANCE   CORP. 


An  Evening 
Edgar  A.  Guest 

A  JAM  HANDY  PICTURE 


I  Si^lL 


The  broad  public  service  rendered 
by  the  Household  Finance  Cor- 
poration, stands  out  in  the  small 
loans  business  like  Shakespeare's 
"good  deed  in  a  naughty  world." 

In  this  program  of  educational 
service,  pictures  have  played  a 
notable  part — demonstrating 
dramatically    the    oft     forgotten 


fact  that  American  business  is 
both  human  in  its  ethics  and 
constructive  in  its  outlook. 

At  the  left  are  scenes  from 
the  Household  Finance  motion 
picture,  "An  Evening  With  Edgar 
Guest,"  which  is  featured  in  the 
company's  exhibit  at  the  New 
York  World's  Fair. 


! 


th.  JAM  HANDY  O. 


I  ha  J  Xm  ITl    n  «»  m  AT  K    Uii^enijation 

Sales  Meetings  #  Slidefilms  #  Talking  Pictures  #  Convention  Playlets 


•  New  York 

19  Weil  44th  Street 
JyAndetbiU  65290 


•k  Hollywood 

7046  Hollywood  Boulevaid 
HEmpslead  5B09 


•k  Chicago 

230  N    Michigan  Boulevard 
STAle  6758 


ir  Detroit 

2900  East  Grand  Boulevard 
MAdison  2450 


•k  Dayton 

702  ^4utual  Home  Building 
ADams   6289 


ir  Wilmingtori  | 

922  Shipley  Street    |     S 
Wllminglott   4  2401         • 


There  is  nothing  wrong  with  American 
business  that  better  salesmanship  can't  cure..! 


IN    THIS     ISSUE:     THE     1940     EQUIPMENT    REVIEW 
NEW    FIELDS    FOR    PICTURES;    SLIDEFILM    MANUAL*II 


ihw/snt^  IS  aMuuUe  ? 


ANY  foreman  in  good  physical  condition  can  rise, 
/  \  polish  his  glasses,  address  the  court  and  deliver 
the  findings  of  the  jury  in  something  under  sixty  seconds 
flat.  But  to  any  prisoner  and  the  anxious  court  lookers- 
cn,  that  minute  is  so  tense  with  drama  that  it  seems  to 
last  forever.  The  point  is  this:  The  length  of  a  minute 
is  elastic.  It  is  not  measured  by  the  clock  but  by  the 
interest  or  excitement  contained  therein.  In  short,  a 
minute's  as  long  as  you  make  it. 

Likewise,  the  ordinary  conception  of  a  minute  has 
nothing  to  do  with  a  Motion  Picture  Minute.  Dressed  in 


vivid  Action,  Sight,  Color  and  Sound,  the  Minute  Movie 
Minute  is  a  Big  Minute — big  in  the  impression  it  creates 
on  theatre  audiences.  Using  this  combination  of  show- 
manship principles,  your  advertising  minute  is  h'lg  enough 
to  demonstrate  and  describe  your  sales  story  from 
start  to  finish  in  life-like  terms  never  before  possible. 
We  can  book  your  Minute  Movies  from  coast  to 
coast  in  as  many  as  desired  of  more  than  10,000  thea- 
tres as  port  of  \hQ\r  regular  programs.  Cost — $3.00  per 
thousand  reoders-and-hearers.  Write  today  for  case 
histories  of  Minute  Movie  clients. 


GENERAL       SCREEN 

WRIGLEY  BUILDING 


ADVERTISING,       INC. 

>  CHICAGO,  ILLINOIS 


NATIONAL    SALES    REPRESENTATIVES 


MACr  *  KLANIR 

WRIGLEY  BUILDING.  CHICAGO,  ILLINOIS 
JAM  HANDY  THEATER   SERVICE,   INC. 

19  W.  44TH  STREET,  NEW  YORK  CITY  .  ,  .  GENERAL  MOTORS  BLDG.,  DETROIT,  MICH, 


wv 


Theater  Standards, 
vou  CRN  «'*  J 


^X 


PROIECTORS 


Cc 


^» 


^i 


c 


cc 


-  (>t 


C  ( 


/ 


.t^rS 


FILMOSOUND  "COMMERCIAL"  {right)  is  a  compact,  single-case  projector  offering  the 
utmost  in  convenience  and  simplicity  of  operation  for  the  busy  salesman.  It  provides  uninter- 
rupted three-quarter-hour  showings  of  theater  quality  in  salesroom,  showroom,  hotel  room,  or 
moderate-sized  auditorium.  Has  750-watt  lamp,  powerful  amplifier,  speaker-hiss  eliminator, 
"floating  film"  protection,  and  provision  for  using  microphone  or  phonograph  turntable.  New 
low  price S276 


i^^m^4 


[Mwm 

■mm. 


FILMOSOUND  "ACADEMY"  is  the  same  as 
the  "Commercial"  except  that  (1)  it  is  in  two 
cases,  one  enclosing  the  projector  for  extra- 
quiet  operation,  the  other  housing  the  speaker; 
(2)  it  projects  both  sound  and  silent  film. 
With  cases,  only S298 


FILMOSOUND  "MASTER"  — a  powerful  16 
mm.  sound  film  projector  for  serving  larger 
audiences.  Offers  the  wide  range  of  services 
of  the  "Utility.""  plus  even  greater  audience 
handling  capacity S410 


FILMOSOUND  "UTILITY"  (uof  illuslrated)  offers  all  the 
features  of  the  "Academy,"  above,  plus  greater  picture  illu- 
mination, greater  sound  volume,  clutch  permitting  still  pic- 
ture projection,  and  reverse  lever  for  repeating  sequences. 
Now  only S369 


FILMOSOUND  "AUDITORIUM"  combines  ready  porta- 
bility with  capacity  to  serve  very  large  audiences.  Either  one 
or  two  projectors  are  controlled  from  panel  on  amplifier 
— instantaneous  changeover  to  avoid  program  interruptions. 
From S87  3 


FILMOARC  is  the  most  power- 
ful of  16  mm.  projectors.  It 
employs  the  automatic,  electric- 
arc  type  of  illumination  used  by 
movie  theaters.  It  provides  such 
screen  brilliance  and  ample 
sound  volume  that  it  can  be 
used  in  largest  auditoriums 
where  35  mm.  equipment  was 
formerIynecessary.FromS1500. 


MR.  and  Mrs.  America  go  to  the  movies  70  million  times 
a  week.  And  when  they  see  your  business  film,  they'll 
expect  pictures  and  sound  of  theater-like  quality.  That's  what 
you  w//5/give  them,  if  your  film  is  to  be  a  sales  success. 

So  choose  Filmosound  Projectors  and  make  s/tre  your  film  is 
brought  to  the  screen  with  brilliant,  rock-steady  pictures  and 
faithful,  full-range  sound  reproduction.  Choose  Filmosounds 
and  be  certain  of  programs  uninterrupted  by  embarrassing  me- 
chanical breakdowns.  Choose  Filmosounds  and  kuow  that  you 
will  get  lasting,  dependable  service.  For  Filmosounds  are  pre- 
cision-made by  the  makers,  for  33  years,  of  Hollywood's  pro- 
fessional movie  equipment. 

There  is  a  Filmosound  or  Filmo  Silent  16  mm.  Projector  for 
every  business  need.  Please  write  for  details.  Bell  &  Howell 
Company,  Chicago;  New  York;  Hollywood;  London.  Est.  1907. 


/ 


"HOW  MOVIES  TELL  AND  SELL" 

is  an  interesting  new  folder  every  ex- 
ecutive should  read.  Mail  coupon  for 
your  FREE  copy. 


»"'/z.t!l°3'fU  COMP..,,.^  ^ -^Z 


"  '^"'"osounH  k      ■    usjness  \f      - 


I 


^ortipa. 


-Iddr, 


'  Cily. 


•^tate. 


SION-MADE       BY 


BELL    &    HOWELL 


I 


I     IS    ONLY    ONE    MEASURE    OF    ABILITY 

Audio's  studio  facilities,  equipment  and  permanent  personnel  are 
second  to  none  in  the  film  industry,  but  it  is  not  physical  size  which 
accounts  for  the  ability  to  interpret  the  problems  of  business  in  the 
language  of  the  screen.  Years  of  specialization  in  motion  pictures  with 
a  purpose,  and  a  knowledge  of  their  aims  and  potential  audience,  are 
the  simple  ingredients  which  Audio  offers  to  assure  your  film's  success. 


COMPLETE    FACILITIES    FOR 

TECHNICOLOR   PRODUCTIONS 

uml 


t 


/' 


•jh^r-K:  Tur-fi..^ 


^fUCr'' 


PRODUCERS    OF 

SOUND    MOTION 

PICTURES 


AUDIO  PRODUCTIONS.  INC. 

35-11        THIRTY        FIFTH        AVENUE  •  LONG       ISLAND       CITY.       N.       Y. 


[4] 


Business  Screen 


Here  is  the  Heart  of 

AMPROSOUND  QUALITY! 


( 


m 


m 


\j- 


-V,5 -■'^     ■■'     <-,i 


IW« 


M 


L.V-- 


m^ 


Superior  features 

that  make  for  the 

Remarkable 

Performance  ofAmpro 

Sound  Projectors 

TRIPLE  CLAW  MOVE- 
MENT. Affords  Film  Pro- 
tection — The  triple  claw 
engages  three  sprocket  holes 
simultaneously.  Film  with  two 
adjacent  torn  holes  can  be  suc- 
cesstuly  used. 

O  NATURAL    SOUND    RE- 
PRODUCTION. Free  from 

Wavtr  and  Distortion  due 
to  Ampro's  finely  balanced  fly- 
wheel and  patented  film  guides 
which  prevent  the  film  from 
"flapping." 

SOUND   OPTICAL    SYS- 

TElin.    Light   from   Exciter 
Lamp  is  projected  directly 
vithout  mirrorsontothephoto 
ell  without  losses  or  distor- 
tions. 

4  SOUND  LOOP  SYNCHRO- 
NIZER.  Permits  perfect 
synchronization  of  picture 
and  sound  by  the  exact  form- 
ing of  sound  loop.  Can  be  set 
without  stopping  the  show. 

5  EASE  OF  THREADING. 
Film  "threads"  straight 
through  projector  at  only 
three    points,    (two    sprockets 
and  film  gate). 

6PREF0CUSED  EXCITER 
LAMP.    Ampro's  prefo- 
cused  exciter  lamp  requires 
no  adjustment  for  perfect  op- 
cal  alignment. 


f. 


L.^ 


i^ 


■2i 


SEND   FOR   CATALOG 

Showing  complete  line  of  Ampro  16  mm.  sound- 
on-film,  silent,  and  convertible  to  sound 
models.  Thogsbnds  of  Ampro  precision  projec- 
tors are  renderirtg  splendid  service  for  the 
sales  departments  of  mony  of  America's  largest 
corporations.  Find  out  what  they  can  do  for  you. 


\^ 


AMPRO 

PRECISION  CINE  EQUIPMENT 

2839  N.  Western  Ave.   ^1^'  Chicago,  Illinois)^ 


P£> 


3? 


AMPRO  CORPORATION  (BS940) 

2839  N.  Western  Ave.,  Chicago,  III. 

Please  send  me  new  1940  Ampro  Catalog.  I  am  particu- 
larly interested  in: 

D  New  Amprosound  16  mm.  Projectors 

G  Ampro    16  mm.  Silent  and  Convertible  to  Sound 

Proiectors. 
D  Ampro  Continuous  Projectors. 


Name  — 
Address. 
City 


LOW    COST    PLUS    GREATER    ADAPTABIUTY 

Male  the  VICTOR  ANIMATOPHONE  SOUND 
MOTION  PICTURE  PROJECTOR  the  most  desirable 
equipment  of  its  kind  ever  built. 

Simple  construction  —  accessibility  ot  all  internal  mov- 
ing parts  are  features  that  make  this  equipment 
amazingly  simple  to  operate. 

Write   TODAY  for  complete  information 


l!liSI.\En  SCREES 


THE      MAGAZINE     OF     COMMERCIAL 
AND      EDUCATIONAL     F  1  L  M  .S 

Cuicr    Suhjccl:    A    Business    Screen    pholo-eonipositiun: 

audience  scene   by  Hirz-Graf  Studios,   Neiv    )  ork   City. 

*      *      * 

Camera  Eye:  News  of  the  Studios 8.   10 

Visual  Aids  for  Our  National  Defense 13 

Ford  Technicolor  Film  Techniques 14 

Previewing  the  New  Films IS 

Part  II:  A  Modern  Manual  of  Slidetilms 17 

191(1-11   F.(,u!ii'MF.NT   Review   Section 

Sound  Motion  Picture  Projectors 22 

Silent  Motion  Picture  Projectors 29 

Sound   Slidefilm  Projectors 31 

Silent  Slidefilm  Projectors  33 

Miniature  Projectors  34 

Screens  and  Accessories  35 

Film  Storage  Equipment  37 

Projection  Lamps  39 

Still   Projectors  Id 

Projector  Tables.   Reels  &   Rewinders 41 

Visual   Display  Projectors 42 

Film  Treatment  &  Processing 45 

Your  Sound  Slidefilm  Program 46 


VOLUt^E  TWO 


I9'(0 


NUMBER   EIGHT 


•  Business  Screen  Mai;azine,  issued  by  Business  Screen  MaKazines.  Inc.. 
211  North  Wacker  Drive.  Chicago,  on  September  L'H.  Editor:  O.  H. 
Coelln,  Jr.  ;  Associates.  R.  C  Danielson  :  Robert  Seymour.  Jr.  (New 
Yoriv  editor).  New  Yorti  oiTices :  Chanin  Building.  Phone  Murray  Hi]I 
4-1054.  Acceptance  under  the  Act  of  June  5,  1934,  authorized  February 
20,  1939.  Issued  S  times  annually — plus  4  special  numbers.  Subscrii)- 
tion  52.00  for  8  numbers,  ForeiRn  :  $3.50.  50c  the  copy.  Entire  con- 
tents CopyrJKht,  1940.  by  Business  Screen  Magazines,  Inc.  Trademarix 
ReR.  U.  S.  Patent  Office.  Application  for  entry  as  second-class  matter 
is  pendinK. 


L6] 


Business  Screen 


As  this   magazine  goes  to   press,  the  Wilding 

organization   is  devoting   its  entire  time  to  the 

service  of  clients,  for  whom  22   major  sound 

motion    pictures   and   26  sound   slide 

presentations  are  in  production. 


THE    TRUE    MEASURE    OF    WHAT    WE    CAN    DO    IS    FOUyO    I\    WHAT    WE    HAVE    DO.\E 


Wilding   Picture  Productions,  Inc. 


Catering  to  a  select  clientele 
-who  demand  distinctive 
and  outstanding  Sound 
Motion  Picture  Productions 
for  Commercial  Application. 


NEW       Y    O    K 


CHICAGO 


Number  Eight     •     1940 


[7] 


Now  Cinecolor  offers 
35  mm  sound  quality 


The  old  way  of  reducing  the  35  sound  track  to  16  mm  prints  re([uired  a 
60%  reduction  in  one  direction,  only  20%  in  the  other. 

Now  Cinecolor,  with  a  new  patented  method,  reduces  the  sound  track 
hoth  vertically  and  horizontally  in  direct  proportion.  The  result  is  ]>rints 
that  have  all  the  quality  of  35  uuu  theatrical  sound. 

This  non-slip  undistorted  film  has  created  a  sensation  in  the  trade. 
Experts  declare  it  far  superior  to  any  16  mm  sound  yet  develo])ed. 

The  new  Cinecolor  Dual  Amplitude  track  is  available  in  either  color 
or  black  and  white  and  at  the  lowest  prices  ever  offered! 

100-FOOT   TEST   REDUCTION  — F  R  E  E 

Make  a  personal  test  of  the  surprising  sound  (idelity  that  Cinecolor's 
Dual  Amplitude  process  offers  you  in  16  mm.  Send  100  feet  of  35  mm 
negative  track  (either  variable  area  or  variable  density)  to  Cinecolor  Inc., 
Burliank,  Calif.  A  16  mm  print  will  be  returned  to  you  free  of  charge. 


f^^ 


STEP      OUT      WITH 


NEW 


Cineeo/oi* 


U  M  E  RA 


A  LETTER  FROM  A  READER  OF  BUSINESS  SCREEN  : 

Gentlemen:  Working  for  a  subsidiary  of  New  York's 
Modern  Talking  Picture  Service,  I  subscribed  to 
Business  Sci'een  in  an  effort  to  keep  in  close  contact 
with  the  Ifimm.  commercial  film  business,  and  I  am 
more  certain  now  than  I  ever  have  been  that  sub- 
scribing to  your  magazine  was  one  of  the  wisest 
moves  to  make.  Not  only  do  I  follow  the  recent  de- 
velopments in  the  projector  lines,  but  reading  Huxi- 


)ief;s  Screen  also  affords  a  perpetual  wealth  of  in- 
formation as  to  the  latest  commercial  films  made 
together  with  a  brief  synopsis  of  these. 

I  read  each  issue  from  cover  to  cover  and  to  me 
Bnfiiness  Screen  is  a  textbook  to  the  industry.  I 
would  most  definitely  advise  anyone  in  any  phase 
of  the  commercial  film  business,  either  production  or 
distribution,  to  read  the  articles  contained  in  Biisi- 
})es.-^  Screen  religiously. — H.  A.  U. 


C^L 


NEWS     &     COMMENT 
OF    THE    STUDIOS 


o 


iiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


•  woKTHY  of  the  focal  spot  in  the 
panorama  of  the  month's  news  is 
the  following  comment  from  Pub- 
lisher George  Slocum's  column  ""A 
Word  in  Edgewise"'  in  Automotive 
Netvs  of  September  16:  (Reviewing 
the  press  preview  of  tlie  1941 
Chrysler  line.) 

"Later  a  film  produced  by  Dodge 
entitled  The  Army  on  Jf  heels 
was  shown.  A  sensational  demon- 
stration of  the  present  land  strength 
of  the  U.  S.  Army,  it  proved  a  reve- 
lation to  some  of  those  who  have 
believed  we  have  no  equipment  to- 
day with  which  to  meet  an  enemy 
within  or  without  shonid  he  strike 
in  the  next  few  days  or  weeks.  This 
film  ought  to  be  shown  in  every 
town  and  city  in  America.  Kell- 
er's speech  should  have  been  broad- 
cast to  the  world.  The  combination 
would  make  the  boys  in  Berlin. 
Tokio  or  Mexico.  "slop-Iook-and- 
listen"  before  they  start  picking  a 
scrap  with  our  Uncle  Samuel!" 

Army  on  Wheels  is  the  camera 
story  of  the  performance  of  new 
mechanized  sections  of  the  United 
States  Amiy  produced  by  Wilding 
for  Dodge  Truck.  From  a  technical 
standpoint,  camera  work  and  sound 
are  handled  with  a  skill  that  makes 
the  documentary  narrative  all  the 
more  powerful.  Certainly  the  po- 
tential of  the  film  medium  as  an  in- 
strument of  education  in  our  na- 
tional defen.se  program  was  never 
better  illustrated! 

New  Slereo  Allachnienl: 

♦  A  new  type  of  stereo  projection, 
the  Copeland  Stereo  Polarizer,  pro- 
vides a  means  for  projecting  three- 
dimensional  pictures  with  a  single 
double  frame  slidefilm  projector. 
This  new  optica!  device  consists  of 
a  specially  designed  lens  assembly 
in  a  focusing  mount.  An  adjust- 
able septum  prevents  light  spill. 

The  optical  system  is  so  designed 
that  the  projection  distance  can  be 
varied  between  ten  and  forty  feet, 
thereby  providing  large-scale 
screen  images  for  showings  to  large 
groups. 

The  new  stereo  polarizer  unit 
causes  the  superimposition  of  two 
stereo  pictures  on  slide  or  film. 
Each  of  the  two  pictures  is  polar- 
ized in  opposite  directions  and 
(Continued  on  next  page) 


rs] 


BusiNi^ss  Screen 


OUT  IN  FRONT  FOR  31  YEARS 


The  Da- Lite  Junior  Screen  provides 
the  finest  screen  surface  at  lowest  cost. 
It  has  the  same  efficient  glass-beaded 
fabric  as  the  highest  priced  Da-Lite 
Screen.  It  can  be  hung  against  a 
wall  or  set  up  on  a  desk.  4  sizes 
from  Sli.OO*  up. 


Thtf  Model  B  is  the  most  popular  hanging  screen 
in  the  Da-Lite  line.  12  sizes  f>*om  22  in.  by  3')  in. 
to    63    in.    by    S4    in.    from    S"-oO*    up. 


DteTE 


Convenience     and     Durability 


OIINCE  the  early  "flicker"  tlays  <>f  llie  niotiuii  piolure  industry, 
^^  DA-LITE  has  led  in  pioneering  many  screen  improvements. 

DA-LITE  was  first  to  make  large  theatre  type  silver  and  white  screens 
in  seamless  form;  firsl  to  provide  perforated  screens  for  use  with 
sound  equipment;  firsl  to  provide  a  portable  box  type  screen  with 
collapsible  supports  operated  by  a  sinjile  trip  handle;  firsl  to  make 
a  tripod  screen  with  sipiure  tubing;  to  insure  perfect  alignment  of 
the  screen  surface  at  all  adjustable  heights. 

During  the  past  31  years.  DA-LITE  has  consistently  improved  the 
reflection  and  lasting  qualities  of  Beaded,  Silver  and  White  screen 
surfaces.  The  superior  light  reflective  qualities  can  be  determined 
by  making  coniparati\e  tests.  Because  of  their  lime-proved  advan- 
tages, DA-LITE  Screens  are  first  choice  of  leailing  producers,  dis- 
tributors and  users  of  business  films.  Ask  your  supplier  about 
DA-LITE  equipment.     W  rite  for  catalog.     Address  Dept.   9B. 


Whenever  a  permanent  installation  is- desired, 
the  electrically  operated  Da-Lite  Electrol  offers 
maximum  convenience  and  the  economy  of  lont: 
life.  Recent  installations  include  Field  Museum. 
Chicago,  the  Mellon  Institute.  Pittsburgh.  John- 
son Wax  Co..  Racine.  Wis.,  and  the  Stude- 
baker    Corporation.    South    Bend.    Indiana. 


SCREENS 


The  Da-Lite  Challenger — In.-ide  the  plant  or  out  on  the  road,  the  Chal- 
len^rer  is  the  first  choice  of  all  who  want  utmost  convenience  and 
portability.  It  can  be  set  up  anywhere  in  15  seconds.  Compact,  light 
in  weight,  it  is  easily  carried,  and  built  to  withstand  the  knocks  and 
bumps  it  gets  while  traveling.  It  consists  of  Glass-Beaded  fabric,  spring- 
roller-mounted  in  a  metal  case  to  which  a  tripod  is  permanently  and 
|)ivotally  attached.  It  is  the  only  screen  with  square  tubing  in  both  the 
tiijiod  and  extension  supiKirt  to  hold  the  case  rigidly  aligned  and  the 
entire  picture  in  perfect  focus.  Made  in  12  sizes  from  30  in,  by  40  in. 
to  70  in.  by  94  in.  inclusive.    From  $12.50*  up. 

'^I'lircs  Rliifhthj  higher  on  Pacific  Coast. 


THE   DA-LITE   SCREEN   COMPANY.   INC 


2723         NORTH         CRAWFORD         AVENUE 


CHICAGO,      ILLINOIS 


Number  Eight     •      1940 


[9] 


(Continued  jrom  Page  Eight) 
when    they    are    projected    on    the 
screen  may  be  viewed  with  tlie  con- 
ventional   stereo    polarized    sjiecta- 
cles. 

Announce  Petroleum  Program 

♦  Education  of  petroleum  retailers 
to  the  importance  of  sound  oil- 
change  practice  wil  I  be  accomplished 
through  the  medium  of  sound  slide- 
films  in  the  proposed  long-term  co- 
operative educational  program  pre- 
pared by  the  Lubrication  Commit- 
tee of  the  American  Petroleum  in- 
stitute's Division  of  Marketing. 

The  program  will  consist  of  a 
slidefilm.  a  brochure  for  motorists 
and  several  booklets.  The  film  will 
present  facts  and  figures  covering 
the  modern  automobile  and  its  lu- 
brication reipiiremenls.  It  also 
deals  with  the  varying  operating 
conditions  the  automobile  must  en- 
counter and  with  the  manner  in 
which  the  human  element  influences 
the  need  for  oil  change. 

Southern  f'isual  Conference 

♦  For  the  fourth  consecutive  year, 
the  Southern  Conference  on  Audio- 
Visual  Education  will  hold  its  regu- 
lar annual  meeting  at  the  Biltmore 
Hotel.  .Atlanta.  Thursday.  Eridav. 
and  Saturday.  November  14.  1.5  and 
16. 

The  meetings  of  the  Soulhern 
Conference  always  have  attracted 
large  numlu-rs  of  county  and  city 
superintendents,  principals,  and 
teachers,  as  well  as  college  instruc- 
tors, from  more  than  a  dozen  states 
in  this  part  of  the  country,  actual 
registration  indicating  attendance  of 
from  800  to  1.000  persons  interested 
in  the  use  of  modern  media  of  in- 
struction in  classroom  and  labora- 
tory. 

Personalities  in  the  News 

♦  Harold  B.  Jewell,  formerly  copy- 
writer for  Sidener  &  Van  Rijier. 
Inc..  Indianapolis,  and  before  that  a 
partner  in  the  Richardson  Advertis- 
ing Agency,  has  joined  the  sales 
education  .section  of  the  editorial 
staff  of  the  Jam  Handy  Organiza- 
tion. Jamison  Handy,  president, 
armoiinced. 

♦  Emerson  ^  orke.  liead  of  Emer- 
son Yorke  Sludiu.  producer  of 
theatrical  and  informative  films, 
announces  the  addition  of  an  In- 
dustrial Eilm  Division.  Mitchell 
I.  kopjiel.  formerly  with  Alex- 
ander Eilm  ('ompany  and  General 
Advertising  Eilm  (Company  of  Dal- 
las,   manages   this  division. 

New  Castle  Releases 

♦  For  the  industrial  film  user 
whose  audience  program  provides 
for  a  period  of  entertainment,  these 
recent  Castle  16mm.  sound  film  sub- 
jects   are    announced    for    release: 


C  il  M  E  R  i  •  E  Y  E 


ffings  Over  W  odd  Wonders 
gives  bird's-eye  views  of  wonder 
spots  in  many  continents  as  seen 
from  the  clouds.  Soaring  over 
thundering  Niagara.  Yosemite.  the 
Canyon  and  the  Rockies,  this  film 
plane  then  Hies  to  the  Orient,  circles 
Fujiyama,  and  views  New  Zealand's 
.'Vlps.  the  Pyramids  and  the  Sahara, 
ending  its  air  voyage  over  London. 
Paris.  Naples  and  Vesuvius.  A 
Thrill  a  Second  is  a  flashing  .suc- 
cession of  men  and  women  with 
nerves  of  steel,  risking  their  lives 
in  about  every  way  that  people  de- 
vise for  the  thrill  of  new  sensa- 
tions; e.xcellent  for  men's  clubs. 

Come  Back  to  Ireland  is  a  genial 
jaunt  amidst  the  white,  thatched 
cottages,     lakes,     rivers    and     great 


cities  of  the  Emerald  Isle.  In  inti- 
mate detail,  it  visits  with  people 
who.  today  as  in  the  days  of  rich 
legend  and  historic  deeds,  maintain 
outstanding  national  characteristics 
that  warm  the  heart  of  the  world, 
Killarney  and  the  Shannon,  market 
at  Gal  way,  fisher-folk  on  the  coast, 
peat-diggers,  the  Blarney  stone  and 
Dublin  are  included  in  sequences. 
Mexico  unrolls  scene  after  scene  of 
the  pageantry  of  a  glorious  past 
and  the  exotic  beaul\  of  today. 
Buried  civilizations  that  were  the 
cradles  of  art  and  culture  in  the 
Americas,  monumental  reminders 
of  native  Indian  and  of  Spanish 
grandeur,   are  touched. 

Snody  Audio  }' ice-President 

♦   At  an  executive  board  meeting  of 


SHARING  THE 

INDUSTRIAL 

ACHIEVEMENT  OF 

A  GREAT  CITY 


^  HIC.\GO  builds  a  subway  and  Burton  Holmes  Filni.s 
^-^  produces  a  motion  picture  lliroug:li  which  each 
unrehearsed  momenl  of  engineering  achievement  is 
shared  with  Chicago's  citizens.  You  loo,  through  the 
film  medium,  may  share  with  your  sales  prospects  the 
story  of  your  product  or  organization. 


SERVING    EVERY    PHASE 
OF  INDUSTRY  WITH  FILMS 


"STitEAMLixiXG    Chicago"    for    Chicago 
Dept.    of   Subways   &    Suuerhighways. 

"The  •)<)■■  for  Austin- Western  Road  Ma- 
chinery Company. 

"The     Steel     Show-     for     Continental 
Steel   Corporation. 

■"Easv    Pickin's"   for   .1.    i.   Case   Co. 

"ViTiioi.rTE  Methods"  for  I.ibby-Owens- 
Ford  Glass  Company. 

"Safety    Slings"   for    Macwhyte   Co. 
"FiiiELiTv  Precision  Washed  Coal"  for 
United    Electric    Coal    Companies. 


Films  will  help  your 
business. 


A     Burton     Ho'ttirt     cimvra     creir 

ridis   a   yiant   shoiTi  "on   location" 

for  the   Unitt'd  Blfctric  Coal  Coui- 

lianivn'  film. 


BDRTON  HOLMES  FILMS,  INC. 

PRODUCERS   OF   MOTION    PICTURES   AND   SLIDEFILMS    FOR    INDUSTRY 
7S10  North  Aihlond  Avenue     •     Cliicago     •     Telephone  ROGen  Parle  5056 


Audio  Productions,  Inc.,  held  in 
New  York  City  on  September  18, 
Robert  K,  Snody,  former  general 
manager,  was  elected  vice-president, 

American  Smelter  Road  Show 

*  As  part  of  a  promotion  cam- 
paign for  its  manufactured  lead 
products,  the  American  Smelting 
and  Refining  company  has  put  on 
the  road  to  tour  the  country  a 
trailer  containing  a  complete  dis- 
play of  lead  products,  from  lead- 
headed  nails  to  linings  for  cham- 
ber acid  plants. 

The  trailer  has  been  equipped 
with  a  motion  picture  .screen  and 
projector  and  the  company's  pres- 
entations \»ill  depict  operations 
within  its  manufacturing  plants,  as 
well  as  the  uses  to  which  the  prod- 
ucts of  the  plants  may  lie  put. 

Columbia  Announces  Facilities 

*  Columbia  Recording  Corpora- 
tion, a  subsidiary  of  the  Columbia 
Broadcasting  System,  Inc,  an- 
nounces complete  new  recording 
and  studio  facilities  in  New  York, 
(Chicago  and  Hollywood, 

Es|)ecially  designed  custom  built 
recording  machines  have  now  been 
installed  in  these  cities.  Complete 
processing  and  manufacturing  facil- 
ities are  in  full  swing  at  Bridgeport, 
Conn.,  and  Hollywood.  Calif. 

Erpiipped  with  the  newest  and 
finest  recording  apparatus  and 
studios,  together  with  high  speed 
manufacturing,  Columbia  is  now  in 
a  |)osilion  to  efficiently  and  eco- 
nomically fill  recording  needs  for 
shellac  pressings,  ultra  high  qual- 
ity electrical  transcriptions,  or  slide- 
film  recording.  Recording  studios 
and  offices  are  located  at  799  Sev- 
enth Avenue  at  52nd  Street,  New- 
York  City;  410  North  Michigan 
Avenue,  Wrigley  Building,  Chi- 
cago: 6624  Romaine  Street  and 
Columbia  .Square,  Hollvwood. 

National  Council  Gels  Award 

*  A  bronze  trophy  for  having  pro- 
duced the  1939  slide  film  of  great- 
est traffic  safety  value  was  pre- 
sented to  the  National  Safety  Coun- 
cil on  August  12,  at  the  opening  of 
the  1910  National  Institute  for 
Traffic  Safety  Training  staged  at 
the  University  of  Tennessee,  by  Dr, 
Miller  McClinlock.  cliairman  of 
the  Motion  Picture  Traffic  .Safetv 
Committee,  The  trophy  is  placed  in 
competilion  annually  by  the  .Amer- 
ican   .Automobile    .Association. 

The  film.  Testing  the  Drinking 
Driver,  is  designed  to  present  dra- 
matically the  most  desirable  meth- 
ods for  obtaining  the  conviction 
ol  those  who  drive  while  under 
the  irdluence  of  intoxicating  liquor, 
lis  purpose  is  to  encourage  the 
scientific   tests   for   intoxication. 


[10] 


Business  Screen 


Made  M  >-;;;,     »axi»u»  ;^„  ,,    s< 

P,oiec«o.s    P  °;,,3U,„s,    «;X,e.dealer    or 

proierfon     o'  ^cut    P'°» 

^  lotnialion 


S0CIET9     fOR    VISUAL    €DUCflTIOn,    inC. 

lOO    €flST   OHIO    STR€€T  CHICAGO  •  ILLIflOIS 


MANUFACTURERS- PRODUCERS-  DISTRIBUTORS     OF      ^UuOlMdi. 


Number  Eight     •     1940 


[11] 


i 


>oiir^^ 


Did 
^e  hear  vou 
say  you  haven't 
Rational 
Distribution? 


^^Ts9 


iST? 


\ 


^^^^^^^^^^^^^  ^  to  present 

^^^^^  Service  is  gea'^^';  \   \    Modern's 

*  ^°  *;";;„:  o':i.»>  rut"  'S  s...... 

industrial  him  ^^^^^i^et  the  ^eraV  s  ^^^^^g. 


Business  Screen 


N 


W 


I       I 


^    ^    ^  Visual  Aifis  to  National  Defense  ^    i^    ^ 


•  The  role  which  films  must  play 
in  our  current  preparations  for 
national  defense  is  well-defined  and 
of  significant  importance  to  the 
success  of  the  entire  |)rogram.  The 
experiences  of  the  totalitarian  stales 
as  well  as  of  Great  Britain  lend 
valuahle  testimony  as  we  examine 
the  potentials  of  visual  aids  in  the 
training  of  workers  and  the  armed 
forces,  in  the  work  of  recruiting  for 
the  various  services  and  in  the 
building  of  our  national  unity 
through  public  understanding  ol 
the  nation's  problems. 

\^"e  lean  over  backward  in  our 
abhorrence  of  proproganda.  \^'ith 
some  justifiable  fear  that  the  pro- 
ductions of  the  United  States  Film 
Service  were  politically  favorable 
to  the  New  Deal  in  justifying  its 
social  program,  this  body  was 
erased  altogether  and  its  functions 
returned  to  the  various  depart- 
ments such  as  Agriculture.  Interior, 
etc.  Yet  today  such  an  agency 
might  he  of  incalculable  value  to 
the  National  Defense  Commission 
if  it  could  be  isolated  for  specific 
tasks  and  far  removed  from  the  in- 
terference and  red  tape  of  other 
government  agencies.  Such  an  or- 
ganization should  not  attempt 
actual  production,  its  mission 
would  be  solely  that  of  coordina- 
tion of  all  film  resources,  of  cata- 
loging available  subject  matter  in 
specific  training  fields  and.  finally, 
of  directing  the  preparation  of  suit- 
able new  subjects  to  speed  up  the 
entire  defense  program. 

\^"hat  Kind  of  Films  Are  Needed? 

There  are  three  primary  classes 
of  film  material  needed:  (11  Train- 
ing films  covering  each  technical 
branch  of  the  Services  (2)  Recruit- 
ing films  showing  the  opportunities 
and  the  typical  activities  of  Army. 
Navy,  Air  and  Marine  corps.  1 3  I 
The  final  class  is  that  of  national 
publicity  for  showing  to  mass  audi- 
ences on  such  subjects  and  prob- 
lems as  demand  public  understand- 
ing. Call  this  latter  "proproganda"" 
but  place  its  administration  in  the 
hands  of  a  trusted  authority  and  its 
production  in  professional  studios 
and  public  confidence  will  be 
respected. 

England  has  produced  films  in 
each  of  the  above  categories.  Ger- 
many and  Italy  turn  out  a  pre- 
ponderence  of  nationalistic  propro- 
ganda.   But  America  can  lead  in  all 


phases  since  our  industrial  and  en- 
tertainment film  production  is  on 
a  much  higher  scale.  Such  English 
subjects  as  The  Lion  Has  JT/n^.s 
and  Balloon  Barrage  have  been  re- 
leased theatrically  and  the  former 
has  been  shown  in  U.  S.  theatres. 
More  important  to  Britain's  imme- 
diate effort  are  the  countless  dozens 
of  short  subjects  produced  in  gun- 
nery training,  tactics,  etc.  A  typical 
example  are  motion  pictures  of  one 
of  the  British  Fleet's  prize  gun 
crews  which  show  in  detail  the 
precision  and  accuracy  attained  in 
perfection  of  movement.  The  Air 
Command  also  makes  excellent  use 
of  motion  picture  ecpiipment. 

Tr\imng  Workers  in  Industrv 
AMD  Military  Service 

One  of  the  important  problems 
of  national  defense  is  the  co- 
ordination of  production  effort  in 
private  industry.  Here  America 
faces  not  only  a  costly  expansion 
program  but  a  serious  shortage  of 
skilled  workers.  Speed-up  of  the 
apprentice  training  is  therefore  one 
of  the  first  objectives  of  film  train- 


ing. Sound  slidefilms  and  indus- 
trial motion  pictures  of  mechanical 
operations,  of  the  essentials  of  ma- 
chine trades,  etc.  will  help  train 
our  hastily  mobilized  industrial 
army. 

The  same  kind  of  training  prob- 
lem immediately  presents  ilself 
throughout  the  armed  services.  Here 
the  hastily  swelled  ranks  stretch 
training  personnel  to  the  utmost 
and  in  the  new  era  of  mechanized 
warfare,  a  tremendously  added 
burden  of  education  must  be  car- 
ried. Animated  films,  diagrams 
and  step-by-step  training  can  be 
carried  out  with  unfailing  perfec- 
tion on  a  national  scale  by  means 
of  films. 

Such  training  materials  are  not 
only  economical  of  lime  and  effort 
but  they  return  their  cost  many 
times  over  in  actual  savings  of 
valuable  material,  of  mechanical 
parts,  weapons  and  vehicles. 
Thorough  ground-school  instruc- 
tion would  have  saved  the  lives  of 
many  a  young  pilot  of  1918:  mil- 
lions   of    dollars    in    damaged    ma- 


Coiiiing  Events  in  Business  Sfreen 

These  technical  features  and  articles  are 
scheduled  to  appear  in  early  issues  of  The 
Magazine  of  Commercial  and  Educational  Films: 

How    to    Vso    Films    in    Business 

This  series  of  analytical  articles  on  special  fields  and  indus- 
tries where  films  may  be  profitably  used  will  be  resumed  in 
the  next  issue  of  Business  Screen. 

A  Visual  Displays  Spflion 
Issue  One  of  Volume  Three  (the  next  number)  will  contain 
a  full-length  discussion  of  modern  display  materials  including 
new  three-dimensional  equipment:  of  especial  interest  to 
advertising  and  sales  executives,  display  managers  and  depart- 
ment store  executives. 

Installing    the    Film    lleparlment 
How  to  handle  your  films,  the  prevue  theatre,  equipment  costs 
for  various  installations  and  a  survey  of  present  film  depart- 
ments  in   educational   and   industrial    fields   will   be   a   major 
topic  in  an  early  issue. 

A   >l»<lcrn   Manual   «f   .Slide   Films 
Producing  and   distributing  slidefilms  in   specialized   fields  of 
use:   the  next  installments  of  this  series  will  show  the  use  of 
slidefilms  in  personalized  selling,  door-to-door  demonstrations. 

etc. 

•       •       • 

Together  with  a  Survey  of  Distribution  Facilities.  Reviews 
of  New  Film  Releases.  Books  That  Make  Films,  etc. 


chinery  would  have  been  spared 
had  thorough  instruction  in  its 
operation  been  given. 

Pictures   Wollu  Improve 
Public  Understanding 

Our  national  unity  will  be  aided 
by  a  thoTougii  understanding  of  de- 
fense problems  and  by  a  summon- 
ing of  our  patriotic  interest  through 
well-prepared  films.  But  the  same 
respect  for  the  public  interest  must 
safeguard  such  material  as  that 
which  respects  the  defense  program 
itself.  A  primary  direct  objective 
will  be  the  production  of  recruiting 
materials.  In  this  respect  it  will  be 
interesting  to  note  that  the  United 
States  .Army  has  ordered  one  hun- 
dred prints  of  the  new  Dodge- 
sponsored  Army  on  If  heels  which 
shows  the  progress  made  in  mech- 
anization  of  the  regular  army. 

Practically  a  short  reel  a  week 
could  be  prepared  for  the  widest 
possible  showing  in  theatres  and  on 
commercial  and  educational  j>ro- 
grams  in  the  16mm.  field.  The  job 
of  preparing  this  nation  for  defense 
is  the  greatest  we  have  ever  under- 
taken, films  can  achieve  understand- 
ing and  with  that  understanding  get 
the  cooperation  of  the  public  in 
making  the  task  ahead  easier. 

Many  existent  films  already 
available  from  industrial  sources 
will  prove  useful  in  this  new  phase 
of  national  interest.  Such  pictures 
as  Chevrolet"s  Materials,  the  Dodge 
picture  Land  of  the  Free  and  sim- 
ilar subjects  are  excellent  for  pub- 
lic or  service  distribution.  To- 
gether with  new  themes  they  will 
provide  a  library  of  film  informa- 
tion from  which  organizations, 
camps,  and  schools  may  obtain  pro- 
grams regularly.  Re-edited  excerpts 
from  major  Hollywood  features 
will   further   aid. 

A  hasty  summarizing  of  other 
objectives  of  this  film  program 
would  certainly  include  mention  of 
their  value  in  entertainment. 
Throughout  military  and  naval 
establishments  these  coming  months 
and  particularly  when  additional 
thousands  of  men  have  been  sum- 
moned through  the  draft,  projector 
equipment  will  be  busy  in  the 
recreation  halls.  Such  programs 
will  afford  an  additional  oppor- 
tunity for  the  showing  of  training 
subjects  to  entire  companies  as- 
sembled. 


Number  Eight     •     19-10 


[13] 


Scale  models  for  the  Ford  film 
required     skilled     draughtsmen 

•  To  THE  LAYMAN  uninitiated  in 
the  world  of  technical  detail  re- 
quired to  produce  a  successful  in- 
dustrial film,  a  glimpse  behind  the 
scenes  during  the  production  of  ihe 
recent  Ford  Motor  Company  film. 
Symphony  in  F,  will  be  instructive. 

Through  the  pages  of  Ford  Neivs, 
dealers  and  company  employees 
learned  the  ''inside  story"  of  this 
difficult  pioneering  assignment 
which  combines  Technicolor,  su- 
perb photographic  skill,  original 
musical  composition,  and  a  high 
quality  of  entertainment  necessary 
to  please  Fair-going  throngs  to 
whom  it  has  been  presented  this 
season.  A  primary  objective  was 
a  thorough  understanding  on  the 
part  of  these  audiences  of  the  com- 
plex exhibits  of  Ford  manufactur- 
ing processes  and  the  production  of 
raw  materials. 

As  reported  by  the  editors  of 
Ford  News,  the  technical  problems 
faced  by  the  producer  (Audio) 
shed  considerable  light  on  the 
painstaking  detail,  technical  in- 
genuity and  mechanical  capacity  re- 
quired to  undertake  such  a  major 
assignment. 

Although  it  is  the  second-im- 
portant color  film  produced  in  an 
industrial  plant  (the  first  showing 
manufacturing  processes  in  U.  S. 
Steel's  mills  last  year),  "Symphony 
in  F"  is  an  entirely  new  type  of 
film  production.  Motion-picture 
men  have  said  that  this  type  of 
novelty  picture  technique,  combin- 
ing stop-motion  and  regular  pho- 
tography, has  never  been  attempted 
before  in  color. 

This  combination  of  regular 
three-color  Technicolor  with  stop- 
action  photography  has  enabled  the 
motion-picture  producers  to  use  the 
turntable  models — figures  of  work- 
ers, animals,  plants,  raw  materials 
and  machinery  in  the  "Ford  Cycle 
of  Production" — and  to  cause  them 
to   move  about   in   lifelike  fashion. 


FORDTECHilCOLORFILII 
SHOWS  Uyi  TECHildllES 

I'roditclion     Problems     Mel     Uluslrule     Skill 
Required  for  Major  Industrial  Sound  Films 


Building   tlu    /;.i/i;<./o   ..  a^  a  pains- 
taking     task      for      the      experts 


In  such  manner  the  motion  picture 
presents  the  march  of  raw  materials 
and  the  flow  of  purchase  orders 
throughout  the  country,  all  cul- 
minating in  the  production  of  the 
28.000.000   Ford   car.   April   8. 

The  first  and  last  scenes  of  the 
picture  are  laid  in  the  Ford  Build- 
ing at  the  New  York  World's  Fair. 
The  intervening  scenes  take  the 
audience  to  forests,  farms  and 
mines  where  the  gathering  of  raw 
materials  for  automobile  manufac- 
ture is  shown  through  the  activities 
of  miniature  figures,  then  to  the 
1.252-acre  Rouge  Plant  in  Dear- 
born where  the  raw  materials  are 
converted  into  finished  automo- 
biles, trucks  and  tractors. 

Music  for  the  picture  is  new  and 
different,  having  been  composed  by 
Edwin  E.  Ludig,  composer  of  the 
musical  score  for  "Rhapsody  in 
Steel."  Ludig's  choice  of  the 
title  "Symphony  in  F"  suggested  an 
interesting  device  used  in  the 
preparation  of  the  music  for  the 
film.  The  Key  of  F,  a  particularly 
joyful  and  melodic  key,  has  been 
used  to  create  the  theme  passage 
upon  which  the  Symphony  .is  built. 

Wlien  the  Technicolor  crew 
moved  in  on  the  Rouge  Plant  in 
Dearborn  to  make  sequences  of  the 
picture  showing  the  actual  trans- 
formation of  raw  materials  into 
finished  Ford  products,  the  world's 
largest  industrial  unit  literally  took 
on  the  atmosphere  of  a  Hollywood 
set  moved  into  the  middle  west. 

In  recording  in  all  its  color  and 


A    Ford   plant    in    >niNiat(ne    was 
constructed      for     color     filming 

magnitude  the  business  of  produc- 
ing automobiles,  the  Technicolor 
camera  moved  into  almost  every 
corner  of  the  Rouge  Plant,  as  the 
ever-seeing  eye  caught  the  continu- 
ous story  of  Ford  manufacture. 
Along  the  docks  where  Ford 
freighters  are  emptied  of  raw  mate- 
rials, in  the  open  hearth  where 
white-hot  metal  is  poured  from  a 
furnace  into  a  giant  ladle,  in  the 
glass  plant  where  long  rows  of 
polishing  machines — using  enough 
rouge  to  supply  all  femininity  for 
a  year  and  more — add  to  Ford 
safety  glass  a  satin-smooth  surface 
and  finally  down  along  the  world- 
famous  Ford  final  assembly  line, 
the  original  of  which  was  the  first 
in  automobile  manufacturing  his- 
tory— to  all  these  places  and  more 
in  the  Rouge  Plant  went  a  Techni- 
color camera  and  its  crew. 

In  producing  the  picture,  the 
services  of  two  complete  Techni- 
color crews  were  required  for  two 
months.  Each  consisted  of  six  men. 
not  counting  sixteen  electricians  re- 
quired for  Technicolor's  high-in- 
tensity arc-lighting  equipment,  plus 
carpenters,  gripmen  and  property 
men  required  on  each  set. 

In  addition,  fourteen  highly  skill- 
ed scale  model  builders  were  en- 
gaged for  six  weeks  in  producing 
miniature  figures  similar  to  those 
on  the  tliirty-two-foot-high  "Ford 
Cycle  of  Production"  turntable. 

A  considerable  part  of  the  two 
months  was  consumed  in  stop- 
motion  i^hotographv  in  which  these 


Duplicating   color   figures   from 
the   Ford   exhibits  for   the   film 

models  were  used.  Stop-motion 
photography  is  the  exposure  of  one 
frame  of  film  at  a  time,  and  then 
moving  the  objects  or  parts  of  the 
objects  being  photographed  just 
enough  so  that  when  the  completed 
film  is  projected  at  the  rate  of 
twenty-four  frames  per  second,  the 
visual  effect  is  that  these  inanimate 
olijects  move  and  march  along  in 
lifelike  fashion. 

In  making  one  frame  at  a  time, 
when  the  camera  was  stopped  while 
lighting  requirements  were  met  and 
dozens  and  sometimes  hundreds  of 
small  car  parts  or  models  were 
carefully  and  accurately  moved  into 
new  positions,  the  Technicolor  crew 
handling  the  stop-motion  work 
often  felt  its  day's  w'ork  extremely 
successful  if  it  had  been  able  to 
produce  as  much  as  twelve  feet  of 
film,  just  enough  negative  to  oc- 
cupy eight  seconds  on  the  screen. 

The  highly  complicated  Techni- 
color cameras  used  in  making  the 
film  were  two  of  twenty-four  in 
existence.  Four  are  in  England  and 
twenty  in  this  country.  One  of  the 
cameras  used  was  already  on  the 
east  coast,  while  another  camera 
and  crew  came  in  from  Hollywood. 

During  the  production,  not  less 
than  20.000  feet  of  Technicolor 
film  was  run  through  the  cameras, 
and,  as  technicians  on  the  film  ex- 
plained, when  the  fact  is  considered 
that  Technicolor  film  is  actually 
three  negatives,  the  total  really 
amounted  to  60.000  running  feet. 
When  the  cutting  and  editing  of  the 
film  was  completed,  1,500  feet  of 
the  finest  material  shot  was  left. 
Thus  the  efforts  of  several  hundred 
technicians,  artists  and  musicians 
exerted  during  two  months  of  con- 
tinuous work  were  combined  in  a 
single  film,  the  setting  of  which  is 
more  spectacular  than  any  other  of 
the  industrial  world  ever  conjured 
up  by  Hollywood:  yet,  its  total  run- 
nine  time  is  onlv  sixteen  minutes. 


MhMm)kMiiim^,iMmm.mm  m^m^i>MaaMMLJimmm»^im  n  mm^  iii  m^m& 


[14] 


Business  Screen 


PREllEIM  tu  m  FILMS 

Bethlehem,    Dodge    and    Socony    Sound    Pictures 
Highlight    the    Production    iS'eirs    of    the    Month 


•  Bethlehem  Steel  Company. 
which  added  the  manufacture  of 
wire  rope  lo  its  activities  three 
years  ago.  has  completed  an  indus- 
trial motion  picture  on  the  making 
and  use  of  this  product,  \\ith  the 
acquisition  in  1937  of  the  W  illiams- 
port  \^  ire  Rope  Company.  Wil- 
liamsport.  Pa.,  now  the  Williams- 
port  Division.  Bethlehem  became 
one  of  the  few  manufacturers  of 
wire  rope  having  its  own  steel  mak- 
ing facilities. 

Beginning  with  the  handling  of  the 
iron  ore.  the  new  picture  Sineu's  of 
Steel  shows  the  principal  operations 
in  steel  making,  placing  particular 
emphasis  on  the  fact  that  steel  for 
wire  rope  is  made  especially  to  meet 
the  requirements  of  that  product. 
The  rolling  of  rod  from  the  billet 
on  high-speed  continuous  mills  and 
the  processing  of  rod  into  wire  for 
making  into  wire  rope  are  covered 
in  detail.  Close-ups  and  sectional 
views  of  wire  drawing  operations 
show  the  drawing  of  wire  to  the 
smallest  sizes. 

The  principal  of  wire  rope  mak- 
ing is  shown  in  the  sequences  taken 
in  the  rope  mill,  where  the  course 
of  the  wire  is  followed  as  it  is 
formed  into  strand  and  the  strand 
into  rope.  By  means  of  close-ups 
and  engineering  drawings,  the  in- 
tricacies of  wire  ro])e  engineering 
are  touched  on  in  an  effort  to  make 
the  picture  as  good  a  source  of  in- 
formation on  the  subject  as  is  pos- 
sible. Illustrations  of  the  many 
uses  to  which  wire  rope  is  put  in 
industry  are  also  included. 

The  motion  picture  was  made  at 
a  most  opportune  time.  for.  during 
the  past  year  a  number  of  changes 
and  improvements  have  been  made 
at  \^  illiamsport  increasing  the  ef- 
ficiency and  capacity  of  the  plant. 
A  new  cleaning  unit  used  in  the 
preparation  of  rod  for  drawing  into 
wire  has  recently  been  put  in  serv- 
ice, and  a  number  of  additions  of 
equipment  and  changes  in  existing 

Widely  shown  in  the  East  is  the  Port 
of  New  York  Commerce  Building 
film  recentlf/  produced  by  Pathescope 


machines  made  in  the  strand  and 
rope  making  departments.  Several 
new  rope  making  machines  ha\e 
been  installed,  which,  with  other 
additions  have  increased  the  capa- 
city of  the  plant  for  the  larger 
sizes  of  rope. 

Sineies  of  Steel  is  four  reels  in 
length.  16  mm  sound  prints  are 
available  for  meetings  of  jobbers 
and  dealers,  technical  societies, 
trade  associations,  schools  and  col- 
leges and  other  representative  civic 
groups. 

Prerue  Socony  Fashion  Film 

♦  Prevued  in  mid-September  by 
the  fashion  press  at  Jam  Handy's 
New  \ork  studios  was  the  new 
Socony  sportswear  film  Fashions  on 
Ice  and  Snow.  Featuring  winter 
sportswear  in  full  color,  the  new 
sound  movie  will  be  shown  in  de- 
partment stores  throughout  the 
country  these  coming  months.  Ad- 
vance winter  fashions  were  from  S. 
Augstein  &  Co. 

"Army  on  Wheels" 
at  Michigan  Fair 

♦  First  public  showings  of  the  new- 
Dodge  Truck-sponsored  commercial 
filmed  at  recent  United  States  Army 
maneuvers  in  Texas  and  Louisiana 
were  held  at  the  Michigan  State 
Fair.  In  its  450-seat  tent  theatre. 
Dodge  presented  a  75-minute  con- 
tinuous show  which  played  to  over 
.30.000  persons  in  ten  days.  Land 
of  the  Free,  another  recent  Dodge 
production  was  also  shown.  Both 
films  were  Wilding-produced.  One 
hundred  prints  of  Army  on  Wheels 
have  been  ordered  by  the  Army  for 
use  in  recruiting. 

Borden  and  Basse  Produce 

♦  The  Autopsy  of  a  Lost  Sale,  most 
recent  of  the  sales  training  motion 
pictures  featuring  the  ace  sales  team 
of  Borden  &  Busse  is  being  viewed 
by  sales  groups  nationally  through 
the  auspices  of  Modern  Talking 
Picture  Service  and   licensees. 


Typical  engineering-industrial  cam- 
era record  is  this  Pathescope  film  on 
"The  Kill  Van  Kull  Bridge." 


Bethlehem  shows  how  wire  rope  is 
made  in  these  scenes  from  "Sinews 
of  Steel."  Sequences  show  (1)  Ma- 
chine making  wire  rope;  (2)  Making 
quarter-inch     strand    on     planetary 

"A'eic  Horizons"  in  Theatres 

♦  Now  being  seen  by  theatre  audi- 
ences throughout  the  country,  the 
new  General  Motors  Technicolor 
production  To  New  Horizons  is  es- 
pecially noteworthy  for  its  tour  of 
the  famed  Futurama  exhibit  at  the 
New  York  World's  Fair.  Distribu- 
tion   is    limited    to    theatres.      Pro- 

Di<'la|>iion«>    Offioo    Fi 

^  Distribution  on  a  new  sound  mo- 
tion picture.  What's  an  Office,  Any- 
way?, for  the  Dictaphone  Corpora- 
tion is  just  about  getting  under  way 
in  full  swing.  We  got  a  look  at  it 
the  other  day  and  can  report  that 
they  have  rung  the  bell  again  in 
an  able  successor  to  Two  Salesmen 
in  Search  of  an  Order,  the  preced- 
ing Dictaphone  film. 

W  hat's  an  Office.  ,4nyway?  shows 
the  cause  and  cure  of  bottle-necks 
in  a  typical  office  and  explains  their 
effect  on  the  personnel.  It  runs  for 
about  thirty  minutes  and  the  cast 
includes  such  "names"  as  James 
Kirkwood,  veteran  star  of  stage  and 
screen.  The  Business  Screen  staff 
who  viewed  the  picture  were  unani- 
mous in  approving  the  plausibility 
of  the  picture;  the  situations  were 
those  w-hich  seem  to  be  encountered 
in  most  offices  and  for  this  reason 
should  have  a  most  sympathetic 
reception.  .\s  a  matter  of  fact  Die- 
taplionc  took  quite  some  pains  with 
the  plausibility  angle:  many  ex- 
perts on  office  management  checked 
the  script  before  its  final  okay  and 

Like  Tu'o  Salesmen  .  .  .  the  new- 
picture  w-ill  be  show-n  by  invitation 
and  upon  request  by  the  Dictaphone 
branches    throushout    the    country 


type  stranding  machine;  (3)  Appli- 
cation of  wire  rope  in  the  logging 
industry  and  (4)  Drawing  steel  wire 
to  sizes  for  making  wire  rope.  Pro- 
duction by  .Audio  Pictures,  Inc. 

duced  by  the  Jam  Handy  Picture 
Service  for  national  release. 

Distributes  Chesterfield  Reels 

♦  National  distribution  of  the 
Chesterfield  motion  picture,  Tobac- 
coland,  is  being  handled  bv  the 
Castle  organization  with  showings 
widely  booked  before  club  and  so- 
cial   organizations   of   adults. 


Ini    >'o\%'    Available 

which  are  ail  equipped  with  sound 
projectors.  These  shows  are  given 
either  in  a  prospect's  office  or  in  the 
projection  rooms  which  are  main- 
tained in  the  Dictaphone  branches. 

\^  e  called  on  Mr.  C.  E.  Hallen- 
borg.  Sales  Manager  of  the  Dicta- 
phone Corporation  and  asked  him 
how  motion  pictures  worked  out  for 
the  company.  He  showed  us  some 
of  the  reports  that  have  come  in  on 
showings  of  the  picture  in  the  past 
month  which  really  speak  for 
themselves.  The  picture  was  shown 
to  all  types  of  audiences,  educators 
and  students.  \^T.\  offices  and  huge 
industrial  concerns,  tycoons  and 
clerks:  in  all  cases  it  was  a  success 
from  the  entertainment  angle,  in 
many  cases  it  was  responsible  for 
direct  sales,  trials  and  time  studies. 

Mr.  Hallenborg  said.  "Not  only 
have  we  found  that  talking  motion 
pictures  are  a  great  aid  in  training 
our  own  sales  force,  but  also,  our 
experience  has  show-n  that  pictures 
designed  to  be  both  interesting  and 
educational  hold  the  undivided  at- 
tention of  the  prospect  to  the  exclu- 
sion of  interrupting  thoughts,  and 
thus  "shorten  the  journey  to  the  dot- 
ted line.'  "■ — Caravel  Films  pro- 
duced    both     Dictaphone     pictures. 


Number  Eight     •     19-10 


[15] 


TELGiisiof  u  %u  mmmi 

1.     Television  in  Full  Color  Uses  ISeiv  16nini. 
Scanner:   Other  ISetcs  of  Technical  Profiress 


2.    ISew    Three-Dimension 
Projector     Is     Announced 

•  The  field  of  visual  displays. 
wliere  progress  has  been  made  so 
rapidly  within  the  last  six  months 
that  it  will  shortly  be  the  subject  of 
a  major  section  within  the  pages  of 
Business  Screen,  again  strides  for- 
ward with  the  announcement  of  the 
new  simplified  Three-Dimension 
projector  shortly  to  be  marketed  by 
the  Society  for  Visual  Education. 
Inc. 

Now  the  realism  of  third-dimen- 
tional  showings  may  be  achieved 
for  all  educational  and  sales  pur- 
poses where  its  use  will  be  advan- 
tageous (such  as  showing  propor- 
tions, mechanical  parts,  etc.)  by  the 
simple  use  of  Polaroid  viewers  by 
the  observer  and  this  new  "'double- 
purpose"  SVE  projector  unit.  The 
projector  may  also  be  used  for  ordi- 
nary single-frame  projection. 

Three-dimensional  still  pictures 
are  obtained  by  double  or  overlap- 
ping images  projected  through  two 
lenses  utilizing  polarizing  disks. 
Twin  filters,  condensers,  reflectors, 
apertures  and  two  SVE  Series  "O" 
lenses  are  provided.  A  Mazda  600- 
watt.  two-filament  lamp  of  300- 
watts  per  filament  is  used  for 
three-dimensional  projection;  the 
regular  300-watt  lamp  for  single- 
frame  filnistrip  projection.  The 
unit  is  121,"  long.  103,4"  high  and 
5!  2  inches  wide.  It  weighs  only 
I.Sl/i  pounds  without  case.  (A  de- 
tailed review  of  the  showmanship 
possibilities  of  this  equipment  will 
be  contained  in  the  next  issue  of 
Business  Screen  in  the  new  Visual 
Displays   section.) 

Oilier  Technical  Developments 
of  the  Period: 

♦  Screens  are  being  especially  de- 
veloped for  modern  third-dimen- 
sional projection  equipment  by  the 
research  staff  of  the  DaLite  Screen 
("ompany.  (Chicago  officials  of  the 
Company  announced  last  month. 
New  silver  screen  surfaces  are 
being  most  successfully  used  for 
these  projectors. 


•  Television  in  full  color  for 
practical  broadcasting — a  revolu- 
tionary development  in  the  radio  in- 
dustry— has  been  shown  privately 
in  a  successful  laboratory  demon- 
stration for  Chairman  James  L. 
Ely  of  the  Federal  Communications 
(Commission  by  the  Columbia 
Broadcasting  System. 

The  color  television  pictures  that 
were  demonstrated  just  a  few  weeks 
ago  used  the  same  frequency  band 
width  required  for  ordinary  black 
and  white  images.  Dr.  Peter  C. 
Goldmark.  CBS  Chief  Television 
Engineer  invented  and  developed 
the  system. 

The  first  broadcast,  which  also 
marked  the  first  use  of  the  CBS 
transmitter  for  broadcasting  actual 
pictures  aside  from  test  patterns, 
was  picked  up  by  a  number  of  indi- 
viduals who  reported  having  re- 
ceived good  black  and  white  pic- 
tures— and  with  the  CBS  announce- 
ment that  it  was  actually  broadcast- 
ing color,  these  people  now  know 
that  they  were  looking  at  a  picture 
that  was  being  simultaneously 
viewed  in  the  CBS  laboratories  as 
a  color  picture. 

This  demonstrates  one  of  the 
most  unique  features  of  this  color 
method,  wliich  is  that  it  makes  pos- 
sible reception  of  the  picture  either 
in  full  color  or  in  black  and  white. 
If  the  receiver  is  equipped  with  the 
color  attachment,  it  converts  the 
signal  into  a  full  color  picture.  If 
it  does  not  have  the  color  attach- 
ment, it  converts  the  same  signal 
into  a  black  and  white  picture.  The 
receiver  used  in  the  color  demon- 
stration is  a  standard  production 
model  altered  to  only  a  minor  ex- 
tent and  equipped  with  the  color 
attachment  which  should  be  com- 
paratively inexpensive. 

The  present  CBS  color  film  scan- 
ning equipment  uses  16-millimeter 
motion  picture  film  taken  at  64 
frames  per  second  and  run  at  60 
frames  per  second.  Work  is  now 
proceeding  on  film  scanning  equip- 
ment which  will  use  16-millimeler 
film  taken  and  run  at  24  frames 
per  second.  After  this  is  com- 
pleted. 35-niillimeter  equipment 
will  be  constructed  as  a  natural 
extension  of  the  film  scanning  de- 
velopment. (No  new  technical 
problems  seem  to  be  involved  in 
these  two  additional  film  scanners.) 
An  attempt  lo  detail  the  teclinical 
phenomena  in  not  too  technical 
language  follows: 

1.    A  color  motion  picture  is  run 


through  a  film  scanner.  Between 
the  film  and  an  electronic  pickup 
tube  there  is  a  rotating  disc  contain- 
ing red.  green,  and  blue  filters  in 
that  order.  When  the  red  filter  is 
in  front  of  the  tube  only  those  parts 
of  the  picture  which  contain  red 
register  in  the  pickup  tube.  When 
the  green  filter  is  in  front  of  the 
tube  only  those  parts  of  the  picture 
which  contain  green  (and  this  in- 
cludes yellow)  register  in  the  tube. 
Similarly  with  the  blue  filter. 

2.  The  three  filters  (red.  green 
and  blue)  are  balanced  to  give  the 
effect  of  pure  white  when  the  pic- 
ture is  white. 

3.  Synchronized  with  the  disc  in 
front  of  the  pickup  tube  is  a  sim- 
ilar disc  in  front  of  the  receiver 
tube.  In  other  words,  at  the  instant 
when  the  red  filter  is  in  front  of  the 
pickup  tube,  a  red  filter  is  in  front 
of  the  receiver  tube.  The  same 
holds  for  the  green  and  blue. 

4.  The  scanning  method  differs 
somewhat  from  that  used  in  most 
black  and  white  systems.  The  pic- 
ture is  completely  scanned  every 
sixtieth  of  a  second  instead  of  every 
thirtieth  of  a  second.  However,  at 
the  end  of  the  first  sixtieth  of  a 
second  only  two  colors  have  been 
used.  The  third  color  requires  an 
additional     one     one-hundred-twen- 


tieth of  a  second,  bringing  the  total 
to  one-fortieth  of  a  second  for  a 
single  picture  in  full  color. 

5.  When  there  is  no  color  disc 
in  front  of  the  receiver  tube  the 
picture  appears  as  a  black  and 
white  image. 

3.     Coin-Operated   Movie 
Projectors    Are    Prevued 

♦  With  business  screen's  invita- 
tion to  the  premiere  showing  of  the 
Mills  Panoram  Movie  Machine  and 
""Soundies"  held  in  Hollywood  on 
September  16  came  the  first 
tangible  evidence  of  newsworthy 
value  in  this  field  for  many  a 
month. 

A  far  cry  from  the  penny  arcade 
days  are  these  modern  movie  "juke 
boxes"  but  what  cannot  yet  be  de- 
termined is  what  they  will  mean  to 
the  advertiser.  Initial  plans  for  the 
Panoram  include  little  discussion 
of  ad-reel  possibilities:  currently 
Jimmy  Roosevelt's  Globe  Produc- 
tions will  unreel  musical  "shorts" 
of  a  special  nature  intended  to  catch 
the  coins  needed  to  reimburse 
retailer  "exhibitors." 

Mechanically,  the  equipment  has 
been  pronounced  "satisfactory" 
with  sufficient  ventilation  now 
achieved  in  recent  designs  to  min- 
imize film  breakage  difficulties 
caused  by  lamp  heat.  Whether 
actual  field  use  would  prove  as  suc- 
cessful as  months  of  laboratory 
tests  only  time  and  use  can  tell.  The 
industry  is  well-supplied  with  ser- 
vice men.  a  factor  vital  to  success. 


PEPSI  AND  PETE  ON  TELEVISION  .  .  .  Executives  of  tlie  Pepsi-Cola  Company 
and  the  Newell-Emmett  Advertising  Agency,  which  handles  the  Pepsi-Cola 
account,  watching  one  of  a  series  of  "Pepsi  and  Pete"  minute  movies  (pro- 
duced by  Caravel  Films,  Inc.)  being  televised  over  Station  W2.XBS  of  the 
National  Broadcasting  Compaiiji.  Shown  staitding,  left  to  right:  Don  G. 
Mitchell,  Vice-President  in  Charge  of  Sales  of  the  Pepsi-Cola  Company; 
M.  v.  Odquist,  Newell-Emmett  Co.,  Inc..  Albert  J.  Goetz,  Advertising  Man- 
ager of  the  Pepsi-Cola  Company;  and  Paul  Hartley,  Newell-Emmett  Co., 
Inc.  Seated,  left  to  right:  George  Ogle,  Neieell-Emmett  Co.,  Inc.;  Gordon 
Mills,  of  the  National  Broadcasting  Company  and  William  Reydel,  Vice- 
President,  Neivcll-Emnirtt  Co.,  Inc. 


[16] 


Business  Screen 


Autoinotire   Firms    Instruct 
Service  M)-it  uith  Slidefilms 


•  Particllarly  in  ihe  automotive  induslrv 
where  steady  technical  progress  and  frequent 
changes  in  design  and  mechanical  construction 
require  the  education  of  service  men  is  the  sound 
slidefilm  proving  its  importance.  Instructional 
films  of  this  character  have  been  produced  by 
practically  every  car  manufacturer. 

Two  programs  of  particular  interest  have  been 
those  of  the  Chrysler  Corporation  and  of  the 
Packard  Motor  Car  Company.  Chrysler  service 
training  films  are  produced  under  the  direction 
of  Harvey  Nestle,  director  of  service,  and  co\er 
mechanical  features,  sales  promotional  leads  and 
other  selling  factors  of  the  Chrysler.  Dodge.  De- 
Soto  and  Plymouth  models.  (B) 

Typical  subjects  of  other  sponsors,  including 
notes  on  a  Packard  program,  show  the  extent  of 
technical  training  covered  in  these  films: 

Maintaining  the  Packard  Ride.  Packard  Mo- 
tor Company.  131  frames.  Purpose:  To  train 
dealers'  servicemen  in  the  proper  procedure  for 
servicing  the  various  parts  of  the  Packard  car 
which  contribute  to  its  fine  riding  qualities. 
Audience:  Four  hundred  duplicates  of  this  film 
were  sent  out  through  factory  servicemen  and 
the  distributors.  Promotion:  Supplementary 
film  booklets  issued  as  reference  material.  lAi. 

The  Right  Mixture.  Bendix  Products  Division 
Bendix  Aviation  Corporation.  216  frames.  Pur- 
pose: To  direct  servicemen  in  sales  procedure 
and  point  out  opportunities  for  profit  in  selling 
service  customers  new  or  rebuilt  exchange  car- 
buretors. Audience:  Factory  representatives 
show  this  film  to  groups  of  servicemen  at  Dis- 
tributors" meetings.  Booklet  reproductions  were 
made  for  further  training  and  study.   lAl. 

«  it  * 

Stick  to  )  our  Guns.  Sealed  Power  Corpora- 
tion. 216  frames.  Purpose:  To  give  garage  re- 
pairmen a  complete  selling  plan  for  increasing 
their  sales  of  motor  repair  jobs,  .iudience:  This 
film  is  shown  at  jobber  meetings  with  the  trade 
and  is  promoted  with  a  special  service  booklet. 
Note:  This  film  produced  with  two  part  Us. 
one  for  metropolitan  and  one  for  rural  u.se.  (A  I. 
*      *      * 

.4  Day  uith  joe  Hanson.  Nash  Motors  Divi- 
sion. Nash-Kelvinator  Corp.,  170  frames.  Pur- 
pose: To  train  Nash  Dealers'  service  managers 
how  best  to  direct  their  service  departments  and 
get  the  most  in  results  and  profits  out  of  every 
days  work,  .iudience:  The  film  was  released 
through  the  Nash  dealer  organization  and  dis- 
tributors for  showing  to  service  managers  and 
their  personnel.  Booklet  reproductions  of  the 
film  distributed  for  supplementary  training.  I  A  i. 

KEY  TO  PRODUCERS:  (A)  Associated  Sales  Co.. 
Detroit;    (B)    Brobuck,    Inc..    Detroit.     Editors 

Sote:  In  issue  ;Vo.  7  in  a  similar  discussion  ol 
sound  slidefilms  for  sales  training,  mention  was 
made  of  Chrysler  programs.  The  initials  iR.  /?.  i 
used  in  connection  with  this  paragraph  refer  to 
Ross  Roy.  Inc..  Detroit  producer  who  handled 
these   programs   exclusively  for  Chrysler  Corp. 


lUuslratunt -.   jiom   "The  Eyes  Hai'c  It"  jiroductd  by  the  Photosound  Division  of  Sarra,  Inc.,   by  Harru  l.anae. 

Training  Foremen  With  Slidefilms 

•  A  new  Supervisor  Training  Course  for 
Foremen,  consisting  of  a  series  of  six  15- 
minute  sound  slidefilms  together  with  dis- 
cussion manuals  and  leader's  guides  has 
been    produced    for    manufacturers'   use    by 


I.  THE  FOREMAN  AS  A  LEADER.  Title: 
"One  by  One."    Subject:  To  get  the  best  out 

of  his  men,  a  super\"isor  must  know  them, 
and  must  treat  them  as  individuals.  The 
film  shows  some  of  the  dangers  of  insuffi- 
cient persona!  contact  with  the  men,  point- 
ing out  how,  without  realizing  it,  a  super- 
visoT  can  become  too  engrossed  in  other 
aspects  of  his  job. 

The  objective  set  up  is  that  the  super- 
visor, through  personal  contact  with  his 
men,  should  get  them  accustomed  to  discuss 
their  problems  with  him. 

II.  THE  FOREMAN  AS  A  MANAGER. 
Title:   "The    Balanced    Job."     Subject:    The 

main  theme  of  the  film  concerns  the  budget- 
ing of  time.  It  contrasts  two  types  of  super- 
\isor:  The  man  who  spends  so  much  time 
in  the  shop  that  he  neglects  his  paper  work; 
and  the  supervisor  who  becomes  so  en- 
grossed in  the  management  part  of  his  job 
that  he  has  insufficient  direct  contact  with 
the  men.  The  film  shows  how  a  balance 
must  be  struck  so  that  no  important  phase 
of  the  job  is  slighted.  In  closing  there  is 
a  review  of  the  points  a  man  should  con- 
sider in  working  out  a  time  budget  for 
himself. 

III.  THE  FOREMAN  AS  A  TEACHER. 
Title:  "When  Something  Goes  Wrong." 
Subject:  It  is  dangerous  for  a  supervisor 
to  develop  blind  spots — to  begin  to  take  his 
men  too  much  for  granted — to  fail  to  recog- 
nize the  symptoms  that  indicate  he  is  slight- 
ing his  job  of  training.  The  film  analyzes  a 
number    of   these    symptoms,   and    goes   on 


the  Vocafilm  Corporation.  New  York  City. 
The  films  will  be  sold  to  subscribing  plants; 
three  of  the  subjects  being  already  avail- 
able with  a  fourth  nearing  completion.  A 
brief  outline  of  each  follows: 

to  review  factors  that  should  be  taken  into 
consideration  in  training  men. 

IV.  LETTING  MEN  KNOW.  Title:  "The 
Guessing  Game."  Subject:  This  film  pre- 
sents two  types  of  guesses,  both  of  which 
are  to  be  avoided.  First,  don't  keep  men 
guessing.  Let  them  know  where  they  stand. 
Second,  don't  guess  about  them.  Provide 
yourself  with  an  accurate  means  of  evaluat- 
ing their  work. 

Part  One  is  devoted  to  the  dangers  of 
postponing  correction.  Part  Two  develops 
a  method  of  making  a  periodic  check  of 
each  man's  work;  and  shows  the  advantages 
of  letting  the  man  know  where  he  stands. 

V.  HANDLING  GRIEVANCES.  Title:  "A 
Stitch  in  Time."  Subject:  In  presenting  the 
vital  subject  of  grievances,  major  emphasis 
is  given  to  prevention.  Most  grievances 
have  relatively  trivial  beginnings  and  can 
be  prevented. 

Instances  of  both  effective  and  ineffective 
handling  of  grievances  are  cited,  and  a  num- 
ber of  preventive  measures,  available  to 
any  foreman,  are  reviewed. 

VI.  PROPER  USE  OF  THE  REPRIMAND, 
Title:  "The  Right   Medicine."    Subject:  The 

film  analyzes  the  diffe:ence  between  a  repri- 
mand and  a  "bawling  out."  pointing  out 
that  if  a  reprimand  doesn't  both  correct 
the  fault  and  make  the  man  a  better  work- 
man, it  is  likely  to  do  more  harm  than  good. 
Various  types  of  reprimand  are  illustrated 
and  their  effects  traced  on  the  man  repri- 
manded, the  rest  of  the  department,  and  the 
supenisor  himself. 


Hiimoi 


Nlmber  Eight     •     1940 


[17] 


RCA  16  mm.  SOUND  FILM 

PROJECTOR  MAKES  YOUR 

SALES  STORY  SING! 


10%  to  20%  more  brilliant  pictures 
Finer  Sound 
Unmatched  Simplicity 


!k/'  W 


Designed  hy  the  makers  of  RCA  Pbntophnne 
Hqttipment,  used  by  film  producers  utid  ex- 
hibitors, this  projector  employs  either  750  or 
1000  watt  Limps — has  underwriters'  approval 
with  both.  Ill  all,  it's  better  16  ways — yet  is 
priced  with  the  lowest! 

COSTING  no  more  than  an  ordinary 
projector,  the  RCA  Sound  Film  Pro- 
jector makes  your  sales  story  sing  in  a  way 
that  commands  attention-because  it  pro- 
vides the  finest  in  pictures  and  sound. 
Oversize  reflector,  condenser  and  objective 
lens,  make  possible  10':i  to  20''c  greater 
screen  illumination.  Film  take-up  equal- 
izer and  splendid  electrodynamic  speaker 
are  responsible  for  finer  sound.  Words 
and  music  are  clear  as  a  bell  at  either 
high  or  low  volume. 


Extremely  versatile,  the  RCA  Sound 
Film  Projector  can  be  used  with  micro- 
phone or  record  player  attachment.  And 
Its  light  weight  means  real  convenience. 
Case  handle  is  placed  so  you  can  carry 
it  like  a  suitcase. 

Operating  either  with  750  or  1000  watt 
lamps — both  of  which  have  underwriters' 
approval  -this  projector  may  be  run  by 
anyone.  Threading  line  cast  on  projec- 
tion block  makes  threading  extremely  sim- 
ple. All  size  films  are  rewound  by  motor 
—  quickly.  Cleaning  and  adjusting  are 
easy,  even  for  the  most  inexperienced. 

Compare  this  projector's  features  with 
those  offered  by  any  other.  You'll  agree 
— here  is  your  best  buy!  For  full  details, 
mail  coupon. 


Audio  Visual  Service 


Educational  Dept.,  RCA  Manufacturing  Co.,  Inc.,  Camden,  N.  J. 
iniVMIIIRrTrTIWTnini*ni«ii^__AService  of  the  Radio  Corporation  of  America 


1.  Better  st)und  reproduction 

2.  Better,  more  brilliant  projection 

3.  Better,  simpler  threading 

4.  Better  and  more  efficient  cooling 

5.  Better  take-up  and  rewind 

6.  Better  equalization 

7.  Better  operating  ease 

8.  Better  input  performance 

9.  Better  convenience 

10.  Better  framing 

11.  Better  tone 

12.  Better  accessibility 

13.  Better  versatility 

14.  Better  lubrication 

15.  Better  lamp  service 

16.  Better  portability 

• 

For  finer  sound  film  projector  performance 

—  use  RCA  Tubes 


Educational  Dept.  (BS-9) 
RCA  Manufacturing  Co.,  Inc. 
Camden,  New  Jersey 

Please  send  me  complete  information 
concerning  the  RCA  16  mm.  Sound  Film 
Projector. 

Name 


Company  . 
Address,. 
City 


[18] 


Business  Screen 


16  &  35  mm.  Motion    Picture   Projectors    •    Screens    •    Slide   Projectors    •    Visual   Displays 


The    Sales 


man    s 


a  m  e  r  a 


•     Film    Storage    &    Accessories     •    The    Business   Theatre 


I 


THE 


FOR  EQUIPMENT 


IN  THE  DECADE  OF  DEVELOPMENT  since  sound  be- 
came a  screen  reality,  eacli  year  has  brought 
outstanding  technical  advancements  and  improve- 
ments in  both  production  and  distribution 
equipment.  1940  was  no  exception:  since  the  pub- 
licalion  of  Business  Screen's  first  annual  Equi])- 
ment  Review,  the  field  has  seen  the  rapid  enhance- 
ment of  sixteen  millimeter  color  processing, 
improvement  in  sound  and  picture  reproduction 
by  sound  projector  manufacturers,  further  per- 
fection of  continuous  display  units  and.  finally, 
the  arrival  of  third  dimension  projection  in 
sound,  color  and  motion  as  well  as  in  numerous 
silent  devices. 

Films  Aid  in  National  Defense 

•  Meanwhile,  the  field  of  use  for  the  commer- 
cial and  educational  film  has  widened.  That 
it  will  be  a  vital  factor  in  speeding  up  the  training 
of  thousands  of  new  workers  taking  part  in  the 
national  defense  program  is  easily  understood: 
both  military  and  naval  forces  will  also  benefit 
by  visual  training.  In  the  classroom  as  in  the 
sales  training  conference,  the  motion  picture  and 
slidefilm    will    play    increasingly   important    roles 


in  vitalizing  the  educational  processes.  Before 
thousands  of  influential  groups  throughout  the 
country,  the  stories  of  American  industry,  of 
•agricidture  and  of  commerce  will  pass  in  review. 
Contrary  to  opinion,  the  film  has  no  limitations 
of  audience  size  or  location.  Today's  salesmakers 
bring  their  factories,  processes  and  products  to 
life  with  pictures  shown  to  one  prospect  or  a 
thousand.  V^  hether  in  the  neighborhood  movie 
theatre  or  the  dealer's  window  display,  films  and 
other  visual  dis|)lays  adverti.se  products  with  an 
attention-getting  power  greater  than  any  other 
medium  now  in  use. 

Economical  Prices  Prevail  in  '40 

•  Further  progress  has  been  made  in  the  field 
of  audio-visual  equijjnient  b)  increasing  screen 
brillance  anti  improving  souiul  fidelity.  }  et  these 
ailvanct'S  have  been  made  aiailable  uliile  basic 
selling  prices  were  going  down.  Never  before 
could  school  or  sales  organizations  purchase  top- 
ranking  equijiment  for  prices  as  low  as  those 
prevailing  in  1940  for  equipment  many  times 
inqjroved  over  that  of  previous  years.    Manv  of 


these  impro\'ements  are  the  result  of  years  of 
experimentation    and    research    by    the    makers. 

Trend  Toward  Film  Deimrtments  Noted 

•  Other  outstanding  trends  in  the  field  which  con- 
tributed to  assure  it^  permanent  place  in  the 
user's  program  were  evidenced  in  the  increasing 
number  of  film  departments,  the  installation  of 
handling  and  distribution  equipment  and  in  the 
growing  number  of  fulltime  visual  department 
heads  in  liotii  the  commercial  and  educational 
fields.  Film  programs  assume  a  more  permanent 
place  in  the  user's  program  under  such  arrange- 
ments: this  trend  has  also  been  noticeable  in  the 
case  of  advertising  agencies.  Here  the  appoint- 
ment of  a  single  individual  responsible  for  keep- 
ing up  with  the  progress  of  the  medium  helps  the 
agency  serve  its  clients  better:  in  most  cases  such 
individuals  may  not  possess  a  great  deal  of 
actual  experience  but  wisely  observe  current 
trends  so  as  to  keep  fully  informed. 

•  So  the  field  for  equipment  widens  through 
the  ingenuity  and  inventive  genius  of  its  pro- 
ducers and  manufacturers.  In  1940  and  1941.  the 
user  of  motion  pictures  or  sound  slidefilms  will 
reap  the  rich  harvest  of  these  labors. — 0.  H.  C. 


■^•^^^ft¥^^ 


INDUSTRY 


f^  I    f^    f^ 


GOVERNMENT 


r^ 


THEATRES 


ClUB  GROUPS 


%^ 


f AIRS    I   EXHIBITS 


SALES   TRAINIM 


©u?]??®  M®^!i®iKr  iPiKBimiaii  iPiii®«u!i(B^®ja 


■^  Keeping  pace  with  the  technical  progress  of  the  motion  picture  industry, 
the  manuiacturers  of  sound  projector  equipment  described  in  these  pages 
have  contributed  further  advances  in  operating  efficiency  and  reproduction 
quality  in  their  1940-41  models.  Prices  remain  at  the  economical  level 
established  last  year  but  improvements  in  the  quality  of  sound  among 
16mm.  projector  units  has  been  matched  by  a  similar  improvement  in 
screen  brilliance  and  uniformity  of  image.  Better  light  sources,  stabilized 
sound,  simplification  of  controls  and  threading  safety  devices  are  typical 


of  these  new  features.  As  the  trend  toward  the  use  of  Kodachrome  am 
reduction  prints  from  Clnecolor  and  Technicolor  continues  to  gcdn  favoi 
the  problem  of  sufficient  screen  brilliance  has  been  met  by  use  of  the  sev 
eral  new  16mm.  arc  lamp  type  projectors  as  well  as  the  use  of  improvei 
750-watt  and  lOOO-wott  lamps.  Modem  design  has  also  favored  the  use 
of  this  type  of  equipment  because  of  its  insistence  on  simplicity  and  sturdi 
ness  of  construction  without  any  sacrifice  of  precision  quality  in  the  lighi 
sound  and  film  movement  mechanisms. 


^■^W^    V5a*'^'A  *'  iW: 


jiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ 


A    M    P    R    0 


CORPORATION 


•  Throughout  the  field  of  busi- 
ness and  education,  the  Ampro 
line  of  16nim  sound  and  silent 
projectors  has  earned  a  distin- 
quished  service  rating. 

Today  Ampro  "precision"  projectors  are 
yielding  continuous  user  satisfaction  in 
all  parts  of  the  world  ...  in  thousands  of 
schools,  universities,  libraries,  museums, 
laboratories,  in  homes,  churches,  clubs. 
the  U.  S.  Army.  Navy  and  numerous  gov- 
ernment departments  ...  in  display  win- 
dows, conventions  and  sales  campaigns 
for  leading   industrial  concerns. 

Everywhere  Ampro  projectors  are  un- 
dergoing the  most  gruelling  tests  im- 
aginable— trips  to  the  Arctic  Circle, 
thousands  of  hours  of  continuous  pro- 
jection at  World's  Fairs,  endless  grinds 
of  school  motion  picture  circuits.  Out  of 
these  tests,  out  of  this  widespread  use. 
has  come  the  reputation  of  Ampro  for 
precision  quality. 

Ampro  projectors  are  approved  and 
used  by  vast  industrial  organizations 
who  insist  on  the  best— by  large  metro- 


politan school  systems  who  have 
made  rigorous  comparative  tests. 
Regardless  of  your  requirements, 
there  is  an  Ampro  model  to  best 
meet   your  needs. 

As  you  read  the  complete  details  of 
each  model  you  will  see  that  Ampro 
Cine  Products  are  a  precision  combina- 
tion of  every  proved  principle,  and  of 
certain  tested  innovations  that  are  ex- 
clusive with  Ampro. 

In  addition  to  the  sound  and  convertible 
models  described  on  these  pages  and 
the  several  additional  silent  projectors 
available  (see  Silent  Motion  Picture  Pro- 
jectors) Ampro  offers  tested  Continuous 
Motion  Picture  Projection  models  for 
special  exhibit  and  convention  use  as 
well  as  a  complete  line  of  accessories. 
Projector  stands,  screens,  microphones, 
torpedo  and  cabinet  speakers,  voltage 
regulators,  generators,  etc.,  are  avail- 
able from  Ampro.  There  is  an  Ampro 
dealer  in  your  city — or  write  the  Ampro 
Corporation  direct^2839  No.  Western 
Ave.,  Chicago. 


2839-51     NORTH    WESTERN    AVENUE 


CHICAGO.    ILLINOIS 


'!  •l^^H?^ 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ 


•  The  Ampro  Corporation  provides  three 
16mm.  sound  projector  models  on  which  six 
different  sound  models  are  based  to  meet 
the  varying  needs  of  educational  and  busi- 
ness users.  In  addition,  two  "convertible" 
silent  projectors  are  offered  to  which  sound 

Amprosound  Model  "YSA" 

(a^so  Models  "XA"  and  "YA") 

Model  "XA" — Capacity,  1600  ft.  sound  or  si- 
lent film — 60  cycle  AC  motor^ — sound  speed 
only  (300  Watt  Converter,  with  governor,  for 
DC).  Quiet  motor  has  no  commutator,  brushes 
or  governor.  Tone,  projector  volume,  and 
microphone  volume  controls  (permits  mix- 
ing). Forced  draft  ventilation  on  amplifier 
—2  inch  F  1.85  lens.  Attached  folding  reel 
arms — 1600  ft.  capacity — 1  case  8  inch 
speaker. 

Model  "YA"— Same  as  "XA"  except  AC-DC 
Motor — {50-60  cycle  amplifier  requires  110 
Watt  Convertor  on  DC) — Silent  and  Sound 
Speeds — 2  cases,  12  inch  speaker.  Suitable 
for  medium  sized  audiences. 
Model  "YSA"  (see  cut)  Same  as  "YA"  ex- 
cept 2"  F  1-6  Lens  -still  picture  and  reverse. 
^Refer  to  Model  "YC"  for  addl.  features.) 


Amprosound  Model  "UA" 

(m  removabie  caseJ 

Capacity  1600  feet  both  sound  and  silent 
speeds  —  Rheostat  Control  —  Reverse  —  Still 
Picture— AC-DC  Motor  50-60  Cycle  Ampli- 
fier (operates  on  DC  with  150  Watt  Con- 
vertor— 2  inch  F  1.6  Super  Lens  (all  sizes 
interchangeable)  750  Watt  Lamp  Pilot  and 
Dial  Lamps— Up  and  Down  Tilt- -Automatic 
Rewind  Framer — Lens  Lock — Centralized 
Oil  Well  Attached  Folding  Reel  Arms,  1600 
It.  reel  capacity  -Amplifier  conforms  with 
the  new  R.M.A.  tube  ratings,  increasing 
saiety     factor.      Forced     draft     ventilation — 


(Cont'd   on    nex(   page— see    Model    "UAB"> 


may  be  conveniently  added  if  needed  at 
later  date.  The  Tri-Purpose  Amplifier  fc 
Public  Address,  Booster  or  Dual  Projectio 
operation  of  projectors  is  another  feature 
unit.  Other  silent  projectors  are  shown  else 
where  in  this  section. 


EPtRTMENT    STORES 


OUTDOOR  SHOWINGS 


CONyENTIONS 


CHURCHES 


INSTITUTIONS 


SCHOOLS   i.   COLLEGES 


^ii-y/'-';'  V-.^ri'-;'. 


Amprosound  Model  UAB 

(Cont'd^samo  as  Model  "UA."  with  sound- 
proofed blimp  case  added) 
....  on  amplifier — Double  Action  Tone 
Control — Projector  Volume  Control — Micro- 
phone Volume  Control— (Permits  Complete 
Mixing  of  Sound-from-film,  microphone  and 
phonograph)--Master  Volume  Control  (Per- 
mits reduction  of  extraneous  noises  in  low 
position  and  gives  reserve  amplification  in 
high  positions)-  6L6  Beam  Power  Tubes 
with  three  triode  driver  tubes  (insures  high 
output  and  low  distortion  without  over  load- 
ing.)— All  tubes  accessible.  2  Cases,  12  inch 
Deluxe  speaker.— Suitable  for  audiences 
from  2,000   to  2,500. 


Combination  Uses  of  the  Ampro  Tri-Purpose  Amplifier 


The  following  uses  are  served  by  the  PA-1 
Tri-Purpose  amplifier  (1)  With  speakers  and 
microphones,  this  unit  is  a  complete  Public 
Address  System  for  auditorium  use  ...  (2) 
Also  operates  with  one  or  two  phonograph 
turntables  with  control  for  fading  noise- 
lessly from  one  record  to  another — and  with 
provision  for  remote  pick-ups  and  the 
handling  of  overflow  audiences  ...  (3)  All 
Amprosound  Projectors  can  be  quickly  con- 
nected to  this  Public  Address  System  with- 
out alteration.  Small  low-priced  projectors 
are  given  capacity  and  tone  guality  for 
largest  audiences.  Makes  compact  and 
portable  unit.  Amplifier  Unit  can  also  be 
used  with  one  or  two  projectors  as  a  com- 
bination Public  Address  System  and  Booster 
Unit  with  ample  volume  for  up  to  10,000 
people. 

Note:  Model  PA-2  piovided  tor  projectors 
with  no  other  amplifier,  such  as  Ampio  Arc. 

Dual  Operation  of  YSA 

fFor    uninferrupfed   iilm   programs) 

To  provide  an  uninterrupted  film  program, 
this  Ampro  projector-amplifier  hookup  is 
recommended.  Each  projector  complete  in 
itself  and  can  be  used  separately  lor  small 
showings.  Likewise  the  Iri-purpose  amplifier 
is  complete  and  can  be  used  with  micro- 
phones and  turntables.  When  two  projectors 
are  employed  an  automatic  changeover 
relay  is  connected  so  that  the  fader  knob 
on  the  amplifier  automatically  changes  from 
one    projector    to    the    other. 


Ampro  Model  "AA"  Arc 

(Ample   light   for   largest   groups) 

For  larger  auditoriums,  conventions,  etc., 
with  utmost  illumination  required  for  qual- 
ity 16mm.  projection,  the  Arc-type  projector 
is  available.  Specifications:  High  Intensity 
Arc  (30  Amp.)  Automatic  carbon  feed — 
Relay  controlled  rectifier  complete  opera- 
tion on  50-60  cycles  AC  Arc  and  rectifier 
manufactured  by  Strong  Electric  Company 
for  Ampro.  Built  like  theatre  equipment  for 
utmost  illumination  especially  with  large 
screens.  3  inch  F  2.0  lens  ( ^  4  to  4  inch 
available)-  Powerful  tri-purpose  amplifier  - 
two  speakers  Rugged  stand  with  hand 
wheel  for  tilting  heat  filter  for  protecting 
film^ — Projector  and  sound  head  similar  to 
Model    "UA". 


Ampro  "UC" — Convertible 

(Silent — other  Models  on  Page  29) 

A  silent  projector  provided  with  sound 
motor,  additional  features  for  conversion  to 
sound  model  later,  if  desired.  2  inch  F  1.6 
super  lens  (other  sizes  available)  750  Watt 
standard  lamp  Pilot  Light  AC-DC  100  to 
125  Volts  Reverse  -Still  Picture  —  Lamp 
Switch  Variable  Speed  (No  flicker  at  ^A 
the  normal  speed)  Up  and  Down  Tilt — 
Automatic  Rewind  Framer  Lens  Lock  — 
Centralized  Oil  Well  Attached  Folding 
Reel  Arms.  "KDA"  tor  32  Volt  Current,  300 
Watt   lamp  available. 


Ampro  "YC" — Convertible 

(Silent-1600   foot   capacity) 

Essentially  Model  "YSA"  minus  amplifier 
and  sound  features  but  provided  with  all 
castings  for  convenient  conversion  to  sound. 
Rheostat  speed  control  on  "YC".  2  inch 
F  l.G  lens  (^4  to  4  inch  lenses  available) — 
750  Watt  Lamp  (1000  Watt  Lamp  approved 
by  Underwriters')  Pilot  Lamp  one  hand 
tilt-automatic  Rewind  Framer  Lens  Lock  — 
Centralized  Oil  Well  Reverse  Still  Picture 
— Attached  Folding  Reel  Arms  1600  ft.  film 
capacity.  Operates  AC-DC  100  to  125  volts. 
Will  afford  one  hour  of  uninterrupted  show- 
ing of  silent  film. 


Illllllllillillllllllllllllllllllllllllllllllllllll  BASIC     FEATURES     INCLUDED     IN     THE     AMPRO     LINE     OF     16MM.     PROJECTORS  Illlllllllllll illlll lllllllllllliiii ii 


ADDITIONAL  FEATURES   OF 
AMPRO'S  16mm.  EQUIPMENT 


■*  All  models  designed  to  con- 
form with  Underwriters'  Lab- 
oratories specifications. 

*  All  sound  models  licensed 
under  Western  Electric  and 
R.C.A.  Patents. 

*  Film  protection,  "Kick-back" 
motion  of  Ampro  intermittent 
lifts  the  claws  before  with- 
drawing from  sprocket  holes 
eliminating    film    wear. 

*  Speed  control  for  silent  and 
sound  film  speeds  (not  on 
Model   XA). 

*  Precision  construction  assures 
long  life,  smooth,  quiet  opera- 
tion. 

■*  Microphone  and  Phonograph 
attachments  on  all  Amprosound 
models  —Unconditional  guaran- 
tee by  Ampro  against  defective 
material  and  workmanship. 
Lenses,  lamps  and  tubes  are 
guaranteed  by  the  manufac- 
turer of  these  items. 


m^ 


,..  ...Jfl^'d.,,..,  AUTOMATIC  STILL  PICTURE   BUTTON       COLOR   PROJECTION 

CLAW   MOVEMENT  SAFETY  SHUnER 


NATURAL  SOUND  SOUNDOPTICAL  SYSTEM  SOUND    LOOP 

REPRODUCTION  SYNCHRONIZER 


LIGHT  OPTICAL  SYSTEM        PROJECTION   LAMP  PROJECTION   LAMP 

ADJUSTMENT  ADJUSTMENT 


EASE  OF  THREADING 


THREADING   LIGHT 
Models  XA,  YA,  YSA,  YC. 


PILOT  LIGHT 


PORTABILITY  FRAMING  BUnON  AND  FAST  REWIND 

OIL  WELL 


^ 


PREFOCUSED  AMPLIFIER   CONTROLS      REAR   PANEL  CONTROL       ARC   TILTING   DEVICE 

EXCITER   LAMP  Model   YSA 


STANDARD  LAMP 


1000  WATT 
ILLUMINATION 


LUBRICATION  REEL  LOCKING   DEVICE 

Central   oil   distribution 


1 

PERMANENTLY 
ATTACHED    REEL   ARMS 


CENTRALIZED 
CONTROL   PANEL 


TILTING 
CONTROL   KNOB 


TILTING 
CONTROL   KNOB 


iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiii liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Hi I iiiiiiiiiiiiiiiii II iiiiiii iiiiiiiiiiiiiiiin iiiiiiiiiiiiiii iiiiii iiiiiiiH iiiiiiiiiiiiiiiiiiiiiiiiiiii I I Ill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiMiiiiiii iiiiii 


THE  1940-41  E 

Hlllllliilllllllllllilllllllllllllllllilllllilllllllllllllllllllillllllllllllllllllllllllli 


Q     U     I     P     M 

niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiii 


ENT  REVIEW 

iiiiiiiiiiiiiiiiiiiiniiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin  


iiilllillillllllllllllllllll 

illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^ 


I      Filmosound  "Utility" 


BELL 


HOWELL       COMPANY 


•  Since  1907,  Bell  and  Howell  has 
had  the  distinction  of  providing 
cine  machinery  to  meet  the  most 
exacting  requirements  of  the  pro- 
fessional motion  picture  industry.  The 
same  qualities  of  unfailing  service,  of 
high  standards  of  shov/manship  which 
are  vital  necessities  in  commercial  and 
educational  presentations  as  they  are 
in  the  world  of  entertainment,  have  en- 
dowed the  company's  Filmosound  pro- 
jectors with  an  outstanding  record  of 
acceptance  in  government,  industry  and 
the   schools. 

Research  Gets 
Results 

Annual  contribu- 
tions which  Bell  & 
Howell  has  made  to 
the  field  of  16mm 
projection  have  orig- 
inated in  its  exten- 
sive research  and 
engineering  labora- 
tories. Here  constant 
striving  to  attain 
theatre  -quality  of 
sound  and  image  reproduction  has 
brought  forward  the  Fibno  projector 
movement  with  its  efficient  9-to-l 
shuttle  and  double  tooth  mechanism; 
side  tension  aperture  control,  and 
has  recently  made  possible  further 
advancement    in   sound   quality   by   the 


The  Bell  &  Howell  Factory  in  Chicago 


introduction  of  the  new  oscillatory 
stabilizer.  Safe-lock  sprocket 
guards  and  the  self-compensating 
constant-tension  take-up  with  new 
self  monitored  rewind  features  (eliminat- 
ing belt  changing)  are  other  noteworthy 
Bell  &   Howell  contributions. 

Simplicity  of  Maintenance 

Throughout  the  Filmosound  models,  a 
universal  simplicity  of  replacement  and 
maintenance  is  noted.  Ease  of  lubrica- 
tion, cleaning,  adjustment  and  of  re- 
placement helps  as- 
sure good  show- 
manship through  de- 
pendable operation. 
Further  dependabil- 
ity is  assured 
through  sprocket 
guards  which  pre- 
vent incorrect  thread- 
ing and  the  con- 
stant tension  take- 
up  which  provides 
constantly  correct 
tension  for  all  reel 
sizes,  all  film  loads. 
All  Filmosound  projectors  (except  32- 
volt  models)  operate  on  either  AC  or 
DC;  amplifiers  operate  on  AC  only. 
Bell  &  Howell  Filmo  cameras  and  ac- 
cessories for  8mm,  16mm  and  profes- 
sional 35mm  picture  taking  and  editing 
uphold  these  standards  of  quality. 


New  York Hollywood London  (B  &  H  Co..  Lid.) 

1801-15  LARCHMONT  AVENUE CHICAGO,   ILLINOIS 


m  Greater  utility,  larger  audience  capacity  are 

^  principal  added  features  of  two-case  sound 

^  projection   "Utility"  model.    Maximum  sound 

=  output  greater;  projector  optical  system  pro- 

p  vides    for    illumination    for    larger    screens. 

^  Clutch  with  new  remote  control  provides  for 

p  showing    single    film    frames   as    "still"    pic- 

p  tures.     Reverse  switch   permits   running   film 

p  backward.      Added     features:     1 2"     electro- 

^  dynamic   speaker;    Magnilite   Condenser;    2" 

^  F1.6     lens.      Standard     features     (same     as 

=  "Academy"    models}    750-watt    illumination, 

^  sound  and  silent  speeds  plus  all  other  sound 

s  and  projection  features.  Finish:  Gray  damas- 

^  kene.     "Utility"    and    "Academy"    cases    in 

p  gray   figured    fabricord;    "Commercial"    case 

p  in    black    figured    fabricord.     Weight    (com- 

g  plete):  79  pounds. 

I  Filmosound  "Master" 

^  Added   fidelity  of  sound  and  picture  image 

=  is    made    possible    in    the    new    Filmosound 

s  "Master"    which    features    full-range,    high- 

m  fidelity    sound    reproduction    with    four-stage 

^  amplifier,    specially    designed    exciter    lamp 

^  and   photo-cell    unit    for   precise   synchoniza- 

=  tion;    mechanical    filter    prevents    carry-over 

=  of  intermittent  film  movement  to  sound  drum, 

^  preventing   "flutter";   all  controls  centralized 

g  on  sloping   illuminated  panel.    All  "deluxe" 

m  features:    still    picture    clutch,    reverse,    F1.6 

g  2"   lens,    12"   speaker,   Magnilite  Condenser. 

=  2000-ft.  capacity.     Sound  and  silent  speeds. 

^  safe-lock  sprocket  guards,  self-compensating 

s  take-up,    microphone    circuit    permits    double 

^  microphone  and  turntable  operation. 

I  Filmosound  "DeLuxe" 

^  Handsome  walnut  cases  styled  for  executive 

=  office    or    preview    room    use    or    the    finest 

^  home  plus  the  sound  and  projection  features 

p  of    the    Filmosound    "Academy"    models    is 

=  now  available  in  the  new  "Deluxe."    Sound 

=  and  silent  speeds.   750-watt   illumination,    2" 

^  F2  lens,   8"  speaker.    Other  standard  Filmo- 

=  sound    features:    sprocket    guards,    self-com- 

s  pensating    constant    tension    take-up.    motor 

m  driven  self-monitored  rewind,  etc. 

p  "Commercia/,"     "Academy,"     "Utility."    and 

s  "Deluxe"    Models   identical   except  for   addi- 

^  (ion   of   separate   case,  of   sound  and  silent 

^  speed   operation,    clutch,   reverse,    improved 
optical  and  sound  capacity  as  noted. 


^njlF' 

M 

Filmosound  "Commercial" 

A  compact  single-case  sound  projector  espe- 
cially designed  for  commercial  showings. 
Sound  speed  only;  simplified  economical 
unit  for  sales  and  advertising  use.  Standard 
features:  2000  ft.  IGmm.  capacity;  750-watl 
illumination;  2 "  F2  interchangeable  lens: 
tilt  mechanism;  pilot  light.  Sound;  Ampli- 
fier frequency  range,  50  to  7000  cycles. 
Noiseless,  hum-free  exciter  lamp.  Radio  in- 
terference eliminator  built  in.  Full  range 
tone  control.  Complete  input  circuit  pro- 
vides for  microphone  with  tone  and  volume 
control.  Also  accommodates  turntable.  Ro- 
tating sound  drum  with  shrinkage-compen- 
sating floating  idler,  balanced  flywheel. 
Electro-dynamic  8"  speaker.  Ofher  feafures; 
Safe-lock  sprocket  guards;  self-compensat- 
ing constant  tension  take-up,  metered  lubri- 
cation, helical  gear  drive,  framer,  automatic 
safety  shutter  and  Jorced-air  cooling  system. 
Weigh*  (complete):   Gl   pounds. 


Filmosound  "Academy" 

Simplified  two-case  sound  projector;  speaker 
in  one  case,  projector  with  built-in  amplifier 
in  second  case  which  serves  as  mechanism 
silencing  "blimp"  when  unit  is  in  opera- 
tion. Operates  at  both  sound  and  silent 
speeds  but  remains  most  economical  two- 
case  Filmosound  available.  Pro;ec(ion  and 
sound  features;  identical  with  "Commercial" 
model,  featuring  750-watt  illumination,  2000- 
foot  16mm.  film  capacity,  2"  F2  lens  with 
standard  two-speed  focusing;  focus  lock. 
8"  electro-dynamic  speaker.  All  models  fea- 
ture high-speed  motor-powered,  self-moni- 
tored rewind  and  safe-lock  sprocket  guards, 
self-compensating  constant  tension  take-up. 
Weight  (complete):  72  pounds. 


NEW       EXCLUSIVE       BELL 


HOWELL       PROJECTOR       FEATURES 


•  Last  causes  of  film  damage  are  banished  by  these  two 
new  Bell  &  Howell  developments:  (1)  New  safe-lock 
sprockets  and  guards.  (2i  New  self-compensating  constant 
tension  take-up.    Features  of  new  safe-lock  sprocket  guard: 

•  Prevents    incorrect    lilm 
threading. 


•  When  correctiy  threaded, 
prevents  tilm  from  coming  oft. 

•  Makes  threading  easier : 
pushes  tilm  onto  sprockets; 
holds   it   on. 


•  Hardened 
teeth  reduce  r 


steel     sprocket 
laintenance  cost. 


SELF-COMPENSATING 
TAKE-UP: 

•  Constant  tension  provides 
uniform    snugness. 

•  Uniform  pull  lor  light  or 
heavy  reel. 

•  Lever  provides  rewind 
gearing  tor  fast  electric  re- 
wind.   No  belt  changing. 

•  Rewinding  in  one-haif  time. 


IMPROVED  FILMOSOUND  "MASTER"  WITH  DIVIDED  DOOR 

•  A  two-section  door  which  minimizes  projector  sound  as 
well  as  increasing  the  accessibility  of  the  control  panel  is 
one  of  the  features  of  the  latest  "Master"  Filmosounds,  The 
lower  section  drops  down  revealing  only  the  control  panel 
(see  illustration  above)  while  the  upper  door  remains  closed 
and,  with  a  baffle,  withholds  projector  sound. 


Film  is  put  ap- 
proximately in 
pJace  on  new 
Safe-Jock  Sprocket. 


Guard    is   flipped. 

Film    drops,    en- 

gages   with 

sprocket  teeth. 


Guard  is  released. 

Film    now   cannot 

jump  off  sprocket 

teeth. 


NEW  OSCILLA- 
TORY STABILIZER 
New  sound  a  f- 
(achmenf  further 
efiminafes  infer- 
m  /((en  t  "flutter" 
to  achieve  theatre 
quality  sound  re- 
production. 


Self  -  compensating 
constant  tension 
take  -  up  showing 
gear  and  belt  ar- 
rangement which 
are  now  exclusive 
Bell  &  Howell  fea- 
tures   for    1940-41. 


lilllllllllllllllllllllllllllllll Illllllllllllflllllllllllltllllllllllllllllllllllllllllllllllllllllllllllllllllli 

AN  AUDIO-VISUAL 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiio^ 


BUYER'S 


GUIDE 


'iiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 


Filmosound  "Auditorium" 

For  semi-permanent  installation  in  large 
auditorium  or  business  theatre  or  for  unin- 
terrupted convention  showings,  etc.,  the 
Filmosound  "Auditorium"  model  offers  1200- 
watt  projection,  a  50-watt  amplifier,  in- 
stantaneous single-control  change-over  plus 
all  high-fidelity,  full  range  sound  advan- 
tages of  "Master"  Models.  Pro;ec(ion  fea 
tures:  2000-foot  reel  capacity,  sound  or  silent 
speed;  film  take-up  by  separate  motor  which 
also  provides  power  for  rapid  film  rewind- 
ing. Film  may  be  rewound  on  one  pro- 
jector while  other  showing  pictures.  2" 
F1.6  interchangeable  lens.  Film  cooling  and 
rehumidifying  unit;  convenient  two-way  tilt, 
light  control  and  voltmeter.  Sound  reproduc- 
fion  ieatures:  (sound  head  similar  to  "Mas- 
ter") Amplifier  delivers  50  watts  with  two 


speakers,  30  watts  with  one  speaker;  se- 
lective switch  limits  output.  Eleven  tube 
amplifier;  sloping  control  panel  provides 
for  projector  operation  and  instantaneous 
change-over  of  sound  and  picture.  Line 
voltage,  film  sound  volume,  microphone  vol- 
ume and  tone  also  controlled  from  central 
panel.  One  projector  installation  housed  in 
three  cases  to  facilitate  transportation.  Am- 
plifier case,  projector  (and  sound  head) 
case,  and  speaker  case  are  three  separate 
units.  Other  ieatures:  radio  interference 
eliminator,  pilot  light,  snubber  to  cushion 
film  against  take-up  tension.  Amplifier  has 
four  separate  input  jacks  (two  for  crystal 
microphones,  two  for  crystal  phonograph 
pickups).  Microphone  and  turntable  sound 
may  be  employed  at  some  time.  Carrying 
cases  accommodate  2000-foot  reels,  cables 
and  connecting  cords. 


Filmosound  16mm.  "Arc" 

(Maximum  illumination  tor  16mm.  film) 

Most  powerful  of  all  Filmo  IGmm.  projectors, 
the  Filmoarc  provides  sufficient  brilliance 
for  largest  auditorium.  Entire  unit  designed 
throughout  as  an  arc  machine.  Motor  has 
been  placed  in  front  of  film  mechanism  and 
entirely  new  ventilating  system  developed 
for  film  protection.  High-intensity  electric 
arc  formed  by  two  carbons  automatically 
positioned  by  electrical  control  system  to 
maintain  uniform  gap.  Current  for  arc  lamp 
provided  by  full-wave  rectifier  which  con- 
verts AC  current  to  28-volt  DC  on  which  arc 
operates.     (Direct    current    and    25-cycle    AC 


The  Filmoarc  is  also  available  on  the  new, 
convenient  mobile  roll-away  stand  shown 
above  without  additional  cost. 


models  available  on  special  order).  Ofher 
features:  Sound  and  silent  speed  film  opera- 
tion; two  high-fidelity,  heavy  duty  speakers 
included  as  standard  equipment.  Bell  & 
Howell  amplifier  features  well-known  in- 
clined control  panel  containing  all  operating 
controls  for  projector  mechanism  and  sound 
regulation.  Film  rewinding  is  done  by  sep- 
arate electric  motor  and  without  operating 
projector  mechanism,  projector  motor  or  arc 
lamp.  Sold  complete  with  cords,  amplifier, 
two  speakers,  arc  lamp,  rectifier,  special 
projector   unit,    adjustable  platform   stand. 


Illllil 


CLASSROOM     LABORATORIES,     INC 


•  This  widely-known  educational  sup- 
plier has  for  several  years  offered  the 
Soundmaster  16mm.  sound  projector  as 
a  distinctive  and  dependable  equip- 
ment for  either  school  or  business  use. 
Its  individual  features  of  separate  pro- 
jector and  amplifier  mechanisms  and 
the  separt^te  motors  featured  for  venti- 
lating and  film  advancing  operation  are 
its  principal  distinguishing  elements. 
Sturdy  construction  of  aluminum  alloy 
castings  and  attractive  appearance  are 


further   characteristics. 

According  to  the  manufacturer,  the 
ventilating  mechanism  makes  possible 
additional  still  picture  operating  time 
and  reduces  hazard  of  film  damage 
from  overheating.  Exceptional  rapidity 
of  the  intermittent  movement  is  also 
noted  as  providing  maximum  illumina- 
tion from  either  750,  1000  or  1200  lamps 
which  the  equipment  will  accommodate. 
Sound  or  silent  speeds  with  a  governor 
controlled  film  advancing  motor. 


Individual  Features  of  the  Soundmaster 


•  Independent  Motors  lor  Both  Ventilating 
and  Advancing  Mechanism  with  sepa- 
rate rheostat  controls  /or  both. 

•  Reverses  and  Automatically  Rewinds 
Film   Without   Changing  Belts  or  Reels. 

•  Saves  Film  With  Floating  Tension  Gate, 
Recessed  Guides. 

•  Two  Balanced  Flutter -Eliminating  Stabil- 
izers on  Sound  Head. 

•  Separate    Public    Address    System- 


m         100     EAST     OHIO     STREET 


plllDllllllllllllllilillllllllllllllll 


•  Airplane  Type  Luggage  Carrying  Case. 

•  Shows  a  Still  Picture   Indelinitely. 

•  Automatic  Loop  Setter. 

•  Film  travels  Irom  reel  to  reel  with  no 
crossovers   or    (urns. 

•  All  controls  conveniently  located  at  the 
right   hand  side   ot  machine. 

•  Special  switch  makes  it  impossible  to 
turn  on  lamp  unless  Ian  motor  is  run- 
ning,   thus   saving  film. 


CHICAGO.     ILLINOIS        m 


16mm.  Soundmaster 

(The  new  twin-motor  projector) 

This  sound  projector  features  two-motor  op- 
eration— ^one  for  the  fan  ventilating  unit,  the 
other  for  the  film  advancing  mechanism  (a 
governor  controlled  motor  which  maintains 
constant  speed  for  either  silent  or  sound 
operation).  Projection  features:  IGOO-ft.  reel 
capacity,  2"  F.165  lens  (interchangeable). 
Rapid  intermittent  movement  providing  max- 
imum light  from  750.-  1000-  or  1200-watt 
lamp.  Film  threading  direct  without  cross- 
overs or  turns.  Special  lamp  switch  protects 
film  irom  blistering.  Sound  or  silent  speeds, 
"still"  clutch.  All  controls  conveniently  lo- 
cated at  right  hand  side  of  projector  for 
accessibility.   Aluminum  alloy  castings  used. 


Speaker  and  Amplifier — II 

(15-wott   Amphiier  is  Separate   Unit) 

15-watt  balanced  amplifier  is  a  separate 
unit;  absorbs  no  vibration  from  speaker. 
Connection  jack  for  microphone  and  turn- 
table. 12"  speaker.  When  not  in  use 
amplifier  fits  into  speaker  case,  making  con- 
venient two-case  units,  each  weighing  35 
pounds.  Streamline  bullet  style  microphone 
shown  is  optional  equipment;  record  player 
also  optional  extra. 


p  Sound    Master    Record    Player:    In    matched 

=  airplane    type    luggage    case    (standard    tor 

lllf^  speaker    and   projector    case   shown    above) 


and  constructed  with  high-fidelity  magnetic 
pickup.  Adjustable  speed  motor,  separate 
volume  ond  tone  control.  Con  be  used  with 
Soundmaster  Amplifier  shown  above. 


1illlliilllll'llllllll!l!illlllllllllillll1lllllllllll1lllli1llllilllll1lllllli 


THE 


19     4     0 


4      1 


EQUIPMENT 


REVIEW 


illlllllllllllliilllllllllilllllillllllllllillllllllllilllllllllllllllllllllllllllll^ 


filllll 


111 Ill 


THE      DeVRY      CORPORATION 


»  For  more  than  a  quarter  cen- 
tury DeVry  has  manufactured 
precision  motion  picture  equip- 
ment. DeVry  35mm  cameras  are 
being  used  in  Hollywood  studios 
and  by  cameramen  "on  location" 
throughout  the  world,  just  as  DeVry 
35mm  theatrical  projectors  are  used  in 
68  countries.  In  the  educational  and  in- 
dustrial field,  DeVry  16mm  equipment 
fills  a  wide  variety  of  demands  for  cam- 
era, recording  and  sound  projection  units. 
Each  year  since  the  earliest  DeVry 
"suitcase"  portable  projector  model  was 
brought  out,  the  Company's  engineers 
have  made  steady  progress  in  bringing 
the  quality  of  its  theatrical  equipment 
into  the  field  of  portable  16mm  projec- 
tion. Now  widely  used  abroad  and  at 
home,  the  DeVry  "Interpreter"  and  "De- 
luxe" models  are  an  important  part  of 
this  line.  A  16mm  arc  lamp  sound  pro- 


jector was  also  added  to  the  De- 
Vry line  and  is  especially  recom- 
mended for  showing  that  size  film 
in  the  auditorium  or  where  color 
projection  of  especial  brilliance  is 
desired. 
DeVry  16mm  cameras  and  recorders, 
the  professional  DeVry  35min  camera 
and  the  35mm  sound  recording  unit  as 
well  as  a  complete  line  of  projector 
stands,  film  editing  equipment,  reels  and 
rewinders  are  available  to  the  film  user. 
The  DeVry  "Brillante"  (35mm)  lens  for 
theatrical  quality  projection  is  also  espe- 
cially recommended  for  high-quality 
screen  presentations.  In  addition,  the 
Company  builds  sound  and  public  ad- 
dress installations  for  field  and  audi- 
torium use,  having  recently  completed 
a  fleet  of  trucks  for  use  by  one  of  the 
major  political  parties  in  the  1940  presi- 
dential campaign. 


I       nil    ARMITAGE   AVENUE CHICAGO,    ILLINOIS 


DeVry  ISmm.  Model  "Q" 

(Convenient  single-case  piojector) 

For  field  showing  by  salesmen  or  by  pro- 
jectionists before  groups,  etc.,  the  Model 
"Q"  "single-case"  projector  with  amplifier, 
dynamic  speaker  and  projection  equipment 
in  one  case,  all  weighing  approximately  48 
pounds  is  recommended.  1600  feet  sound 
film  capacity;  folding  reel  arms  for  porta- 
bility. The  speaker  is  detachable.  Mechan- 
ical equipment  features  synchromatic  thread- 
ing .  .  .  automatic  film  adjustment  .  .  . 
filmglide  operation  .  .  .  removable  aperture 
plates  and  shockproof  cushioned  mechanism. 
Dual  sound  stabilizers  and  provisions  for 
additional  microphone  and  phonograph  at- 
tachments are  also  available. 


Model  "Q"  (Front) 

(Showing  compactness  of  case) 

Compactness  of  the  single  case  equipment  is 
illustrated  by  the  front  view  picture  at  left. 
"Model  'Q'  offers  ample  volume  for  500 
people  or  less,  simplicity  of  operation  .  .  . 
economy,  lightness  and  compactness."  Addi- 
tional amplifier  and  speaker  supplied  for 
larger  auditoriums  at  nominal  cost.  Model 
■Q"  projects  both  silent  and  sound  films. 
Convenience  of  the  single-case  arrangement 
especially  appeals  to  traveUng  representa- 
tives and  agents  supplied  with  film  presen- 
tation material. 


DeVry  16mm.  "Interpreter" 

Capacity:  1600  feet  sound  or  silent  film. 
Folding  non-detachable  reel  arms.  Speaker 
and  amplifier  in  separate  sound-proofed 
bUmp  case.  Gray  crinkle  firush.  Weight: 
Projector  and  case,  44  pounds;  amplifier,  36 
pounds.  12  inch  permanent  magnet  type 
speaker.  Standard  features:  automatic  (syn- 
chromatic) threading  of  picture  and  sound; 
automatic  film  adjustment;  filmglide  opera- 
tion; removable  aperture  plates  and  shock- 
proof-cushioned  mechanism.  750  watt  pro- 
jection lamp  (interchangeable).  2-inch  focal 
length  F  1.65  lens  (interchangeable^  Gov- 
ernor controlled  constant  speed  motor,  speed 
control  knob,  centralized  oiling,  pilot  light. 
Centralized  illuminated  control  panel;  built-in 
silent-sound  switch,  tilting  device. 


DeVry  Model  "DeLuxe" 

(Showing    (o    large    audiences) 

Capacity,  1600  feet,  sound  or  silent  film. 
The  two-case  "sprocket  intermittent"  deluxe 
16mm.  portable  model  of  the  DeVry  line. 
Utilizes  a  "rotary-movement"  for  carrying 
film  track,  an  exclusive  DeVry  feature.  Il- 
luminated control  dials  on  amplifier;  gov- 
ernor controlled  (constant  speed)  motor. 
750  watt  illumination,  forced  type  ventila- 
tion. Projection  movement  features  roller 
idlers,  continuous  operation  in  oil,  remov- 
able aperture  plates  with  easy  accessibility 
to  all  working  parts  and  threading.  Shock- 
proof  cushioned  mechanism  .  .  .  simplified 
one  shot  oiling  system.  Reel  arms  fold  into 
case,  hook  in  door  for  extra  reel.  Total 
weight  99  pounds  about  equally  divided^ 
projector  weight,  4G  pounds;  amplifier  and 
speaker,  53  pounds.  Regular  amplifier,  20 
watt  output;  facili'.ies  for  public  address 
microphone  and  phonograph  attachment. 


DeVry  16mm.  "Arc" 

(For  permanent  theatre  installation) 

The  16mm.  arc-type  sound  projector  is  es- 
pecially designed  for  auditoriums  and 
business  theatre  use  where  length  of  the 
projection  "throw",  large  audiences  and 
auditoriums  demand  added  theatre  bril- 
liance. Principal  features  include  heavy 
duty  "sprocket  intermittent"  movement,  4,000 
feet  film  capacity  .  .  .  high  intensity  carbon 
arc  capable  of  providing  a  24  ft.  image  with 
a  throw  of  125  feet  or  more.  Separate  ven- 
tilating system  and  insulated  discs  between 
carbon  and  aperture  eliminating  heat  re- 
sistance glass  thereby  increasing  the  in- 
tensity of  the  light  on  the  screen.  This 
gives  DeVry  16mm,  Arc  projector  sufiicienl 
light  for  standard  theatre  projection. 


DeVry  35  mm.  Motion  Picture  Equipment 


Whether  your  theatre  is  a  deluxe  movie 
house,  a  school  auditorium,  business  confer- 
ence room  or  an  outdoor  park  after  dusk, 
there  is  a  DeVry  35mm.  theatre  projector 
to  meet  the  problem.  In  the  field  where 
35inm.  projection  is  desired,  the  DeVry 
"ESF"  portable  sound  projector  is  widely 
employed;  for  semi-permanent  use  by  trav- 
eling convention  shows,  the  DeVry  "Semi- 
Portable"  is  preferred  and  in  permanent 
installations  of  all  types,  the  DeVry  "Super" 
theatre  projector  sets  the  standard.    All   of 


DeVry  35mm.  "Portable" 

(For   field  use  of  35mm.   films) 

In  the  field,  for  outdoor  or  auditorium  show- 
ing by  commercial  representatives  in  schools 
and  other  places  where  portable  projection 
is  reqxiired  for  business  and  educational 
projection  of  35mm.  (theatre-size)  films,  the 
improved  DeVry  Model  ESF  with  a  2,000 
foot  capacity  magazine  is  widely  used.  Fea- 
tures Geneva  movement  for  film  track  .  .  . 
automatic  tension  .  .  .  double,  self-locking 
idlers  .  .  .  steel  head,  rubber  insulated  .  .  . 
perfectly  aligned  optical  system  .  .  .  forced 
ventilation  .  .  .  automatic  takeup.  Projec- 
tion lens,  5"  (interchangeable  with  other 
focal  length  lenses).  Soundhead:  with  ex- 
citer lamp,  photo-cell,  factory-matched  to  a 
20  watt  output  amplifier;  furnished  com- 
plete with  tubes,  speaker,  cord,  pilot  lamp 
and  plugs.  Built  in  two  sturdy  cases  with 
weight  distributed  for  easier  carriage.  1,000 
foot  capacity  magazine  optional. 

(Continued  on  the  next  page) 


these  models  feature  a  Geneva  Movement 
that  is  outstanding  in  quality.  DeVry  "Stand- 
ard" and  "Super"  models  also  feature  the 
silent  chain  drive  and  the  DeVry  Brillante 
Lens.  The  "ESF"  Model  offers  Automatic 
Tension;  Double,  self -locking  idlers;  steel 
head,  rubber  insulated;  perfectly  aligned 
optical  system:  forced  ventilation;  automatic 
take-up.  The  new  models  accommodate 
2,000  ft.  reels.  Auditorium  speakers,  direc- 
tional and  true  expotential  horns  and  high 
frequency   speakers  are  also  available. 


>I1IIIIIIIII1lllllllllllI!i1IIIIIIIIII0!lllllllllllllllllllllllll)lllllliliy 

AN  AUDI 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiiii 


llllllllllllllllllllllllllllllllllllllllllillllllllllllll liillillillllllllilllllllllllilllllllllllllllllllflllllllll! 

VISUAL 

iiiiiiiiiiiiiiiiiiniiiii 


« iiiiiiiiiiiiiiiiiiiii iiiiiiHiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 11 Ill Ill iiiiini I ■nil Ill ml ' I I' I* '' 

BUYER'S  GUIDE 


Ill 


DeVry  35mm,  "Semi-Portable" 

!n  convention  halls,  ior  the  increasingly 
popular  business  theatre  in  offices  or  fac- 
tory, semi-portable  35mm.  ptojection  is 
desirable.  The  DeVry  semi-portable  theatre 
projector  with  2,000  foot  magazine  capacity 
ieatures  the  regular  DeVry  theatre  projector 
mechanism  {with  1000-watt  lamp  illumina- 
tion) but  is  obtainable  without  the  soli  d 
base  or  legs  so  that  it  can  be  moved  easily 
and  can  be  set  on  any  firm  table  or  stand. 
The  DeVry  theatre  projection  features:  silent 
chain  drive,  rear  fin  barrel  shutler  (no 
meshed  gears),  extra  webbing  to  protect  the 
Geneva  movement  and  the  DeVry  "Bril- 
lante"  lens,  are  included  in  the  Semi- 
Portable  model  system.  Heavy  duty  con- 
struction on  all  mechanical  parts  such  as 
tilting  devices,  case,  handles,  movement 
supporters,  etc.  New  lamphouse  equipped 
with  independent  motor  and  fan.  1000-watl 
illumination,  biplane  bi-post  prefocus  lamp. 
(This  replaces  arc  lamp  units  in  business 
and  educational  theatre  setups  of  moderate 
size.)  Any  size  DeVry  amplifier  and  speaker 
used     without     mechanical     wiring     change. 


DeVry  35mm.  "Super" 

For  the  permanent  business  or  school  theatre 
projection  room  the  latest  development  from 
the  design  and  engineering  departments 
of  the  DeVry  Chicago  factory  is  embodied 
in  the  Super  DeVry  35mm.  theatre  projector. 
Its  streamlined  case  contains  the  perfected 
projection  movement,  finest  "Brillante"  lens 
equipment,  and  the  "Super"  arc  equipment 
especially  suitable  for  the  largest  auditor- 
iums and  the  presentation  of  brilliant 
images  with  highest  quality  sound  repro- 
duction on  the  theatre-size  screen.  Principal 
additions  to  previous  DeVry  models  concern 
arc  equipment.  Complete  details,  installa- 
tion suggestions,  etc.,  furnished  to  interested 
users  upon  request  by  factory  representa- 
tive. The  exclusive  DeVry  silent  chain  drive 
feature  is  standard  on  the  "Super"  and 
semi-portable   DeVry  theatre  models. 


SOME  OF  THE  FEATURES  OF  THE  DE  VRY  SOUND  MOTION  PICTURE  PROJECTION  EQUIPMENT 


16min.  Motion  Picture  Projectors 


Pre-Focus  Dual   Exciter  Lamps. 

Exclusive  DeVry  dual  stabilizers. 

Automatic    Loop    Setter. 

Wearing   surfaces   of   ground   and   hardened 
steel. 

Separate    public    address    system    -amplifier 
available  for  other  uses. 


iiiiiil 


Easy  threading:   minimum  of   film  wear  dur- 
ing operation. 

Centralized  Oiling  -  One  shot   system. 

Amplifier  and  sound  head  perfectly  matched. 

High-fidelity     sound     reproduction;     brilliant 
screen  illumination. 

Sturdy,    simple    construction    of    finest    basic 
materials. 


35mm.  Motion  Picture  Projectors 

Heavier  Silent  Chain  Drive. 
Pre-Focus  Dual  Exciter  Lamps. 
Heavy  Duty  Type  Aperture. 
Visible    Oiling    in    Intermittent    System. 


Automatic   Anti-Side   Sway    Guides. 

Removable  Pressure  Plate. 

Trigger  Type  Film  Gate  Release. 

Reversible      Film      Rails      and      Sprockets- 
Doubling  their  life. 


Planned  and  matched  sound  and   projection 
design. 


New    Framing    Picture    Device. 
Precision  Sound  Lens. 


|iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiii iiiiiiiiiiiiiiiiiiiiHin^ 

Ieastman     kodak     company  I 


•  For  the  executive  conference  room 
or  the  business  theatre  or  wherever  a 
quality  1 6mm  sound  projector  is  de- 
manded, the  sound  Kodascope  Special 
fulfills  the  highest  requirements  of  both 
sound  and  visual  reproduction. 
A  pioneer  in  the  making  of  film,  Kodak 


is  among  the  leaders  in  the  making  of 
cameras  and  projectors  in  which  that 
film  is  used.  The  care  lavished  on 
Sound  Kodascope  Special  is  a  logical 
complement  of  the  care  exercised  in 
the  making  of  a  thousand  other  directly 
or  indirectly  related  products. 


HIGHLIGHTS    OF    EASTMAN    PROJECTOR    DESIGN 


•  The  Speaker:  Six  melal  tubes  sup- 
plement two  in  the  projector  itself  ,  .  . 
output  assures  ample  volume  for  homes, 
clubs,  conference  rooms,  schools  and 
churches  .  .  .  back  of  speaker  case 
hinged  to  swing  up  and  form  base  with 
clamps  for  screen  .  .  .  space  provided 
within  speaker  case  for  1,600-foot  reel, 
40-foot  sound  cord  stored  to  prevent 
kinking,  power  cord,  extra  exciter  lamp 
and  incidental  accessories. 

•  Automatic  Loop  Former:  The  Special's 
automatic  loop  formers  establish  the 
distance  from  film  gate  lo  sound  drum 
with  unvarying  precision  .  ,  .  also  sim- 
plifies threading  .  .  .  lead  film  through 
designated  path  {it's  impossible  to 
thread  film  improperly),  actuate  the  con- 
trol lever— and  both  upper  and  lower 
loops  are  formed  .  .  ,  should  loops  be 
lost  because  of  damaged  perforations, 
operation  of  control  lever  promptly 
reforms. 

•  Controls:  All  operating  controls  con- 
veniently, logically  located  within  easy 
access  on  the  right  and  front  of  the 
projector. 

»  Choice  oi  Lenses:  Sound  Kodascope 
Special  regularly  equipped  with  fast 
2-inch,  f.1.6  projection  lens  .  .  .  fills  a 
40-inch  screen  at  18  feet,  a  52-inch 
screen  at  23  feet,  a  7-foot  screen  at  38 
feet  ...  for  long  throws,  a  4-inch,  f.1.6 
lens  is  available  .   .   .   these   lenses  are 


easily  inlerchangeable  .  .  .  focus  is  by 
positive-action  knob  ...  a  lock  holds 
the  lens  in  critical  focus  position. 

•  Sound  Optics:  The  vitally  important 
constant  speed  at  which  film  passes 
scanning  beam  is  safeguarded  by  a 
viscous  drive  for  the  sound  drum  .  .  . 
precise  optical  system  carries  light  from 
exciter  lamp  to  film  sound  track  .  .  . 
focus  variable  for  either  reversal  or 
duplicate  films  .  .  .  modulated  beam 
flows  lo  photoelectric  cell  through  opti- 
cal conductor  .  .  .  pre-amplifier,  with 
two  tubes,  in  projector  .  .  .  readiness 
of  amplification  system  indicated  by 
ruby  signal  window  in  casing  of  exciter 
lamp. 

•  Efjicient  Illumination:  Standard  400-, 
5G0-,  and  750-watI  biplane  filament, 
pre-focus  base  lamps  may  be  used  .  .  . 
reflector,  condenser  and  projection 
lenses  designed  to  obtain  highest  effi- 
ciency from  any  of  these  tamps  .  .  . 
oversize  fan,  mounted  on  motor  shaft, 
affords  effective  cooling. 

•  Unique  Compactness:  The  take-up 
reel  is  offset  to  revolve  parallel  to  the 
front  of  projector  ...  on  rewinding 
{controlled  by  separate  motor)  upper 
reel  is  rotated  into  line  with  lower  .  .  . 
with  case  closed,  Kodascope  Special 
stands  less  than  sixteen  inches  high; 
measures  eleven  inches  front  to  back 
and  eight   inches  wide, 


Sound  Kodascope  Special 

Capacity,  1600  feet  sound  or  silent  film. 
750-watt  biplane  filament  projection  lamp 
(pre-focus  base  lamps  may  be  used).  Re- 
flector, condenser  and  projection  lenses  de- 
signed to  obtain  highest  efficiency.  Ventila- 
tor fan  mounted  directly  on  motor  shaft. 
Supplied  with  2-inch  F1,G  lens  (for  long 
throws,  4-inch,  F1.6  lens  available).  Controls 
include:  control  lever  which  also  actuates 
automatic  ioop  formers,  trial  switch,  focusing 
knob,  tone  control,  speed  shift  button,  sound 
optics  shifting  knob,  volume  control,  framing 
screw,  elevating  knob,  microphone  (or  phon- 
ograph pickup),  jack  and  rewind  lever.  Re- 
wind controlled  by  separate  motor.  Sound 
optics  include  variable  focus  for  reversal  or 
duplicate  films,  modulated  beam  flows  to 
photoelectric  cell  through  optical  conductor, 
pre-  amplifier  with  two  tubes  in  projector, 
ruby  signal  window. 


Sound  Kodascope — Case 

With  case  closed,  Kodascope  Special  meas- 
ures sixteen  inches  high;  eleven  inches  front 
to  back  and  eight  inches  wide.  Compactness 
aided  by  offsetting  take-up  reel  which  re- 
volves parallel  to  front  of  projector.  On  re- 
winding controlled  by  separate  motor,  upper 
reel  rotated  into  line  with  lower.  Projector 
operates  on  100-125  volt.  60-cycle  A.C.  cur- 
rent; D.C.  operation  with  converter.  Entire 
mechanism  enclosed  in  cast  aluminum  case, 
rubbed  lacguer  finish,  chromium  bands.  Case 
may  be  entirely  removed  for  inspection  of 
the  mechanism.  Supplied  complete  with 
suitcase  type  carrying  case,  incidental  ac- 
cessories and  1600-foot  reel. 


Illllllllllllll 


THE  1940-41  EQUIPMENT  REVIEW 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


iiiiiiiiiiiiiiiiiiiiii 


Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllll 


IllllllllllllllllllllllllllllOlllllllllllllllllllllllllllllllllllillllilllllllllllllllllllllllllllllll » 


RCA      MANUFACTURING      COMPANY,      INC. 


•   This  year  RCA  presents  its 
new    16    mm.    Sound    Motion 
Picture   Projector   designed    to 
provide   educational,   commer- 
cial   and    other    non-theatrical 
organizations  with  projection  and  sound 
reproduction  comparable  to  that  of  mo- 
tion picture  theatres  equipped  with  RCA 
Photophone  Sound, 

In  the  design  and  construction  of  this 
new  RCA  16  mm.  Projector,  RCA  engi- 
neers have  applied  every  effort  to  cre- 
ate an  instrument  which  will  meet  and 
overcome  the  most  severe  trials  to 
which  it  may  be  subjected  in  actual 
use.    Even   in  inexperienced  hands  and 


under  unfavorable  operating 
conditions,  this  new  RCA  in- 
strument will  deliver  projec- 
lion  of  professional  standard 
.  .  ,  with  sound  reproduction 
that  does  full  justice  to  the  educational 
film,  to  the  dramatized  sales  story,  to 
on  explanation  of  manufacturing  opera- 
tions, or  a  presentation  of  advertising 
and  sales  promotion  plans. 

This  new  product  of  RCA  is  the  simplest 
of  all  sound  projectors  ,  .  .  designed 
and  built  to  bring  the  RCA  standard 
professional  quality  of  projection  and 
sound  reproduction  to  the  educational 
and  commercial  fields. 


GENERAL    OFFICES    AND    F  A  C  T  O  R  Y  ...  CAMDEN,    NEW    JERSEY 


RCA  16mm.  Sound  Projector 

1600-foot  reel  capacity.  Both  sound  and 
silent  speeds.  Sound  Features:  RCA  stabil- 
ized sound  full  10  watts  rated  push  pull 
amplification,  variable  tone  control.  Projec- 
tion: f.1.65  objective  lens;  simplified  thread- 
ing follows  cast-in  line.  16-tooth  sprockets: 
adjustable  lower  loop.  New  type  double- 
claw  intermittent  movement  provides  theatri- 
cal framing.  Ven(i7a(ion;  Specially  designed 
blower  scroll  cools  lamp,  amplifier  and 
aperture  gate.  Take-Up  and  Rewind:  Sep- 
arate motor  eliminates  exterior  belts,  assures 
equal  tension  on  varying-reel  sizes.  Exclu- 
sive film  take-up  equalizer.  Other  features: 
Rigidly  mounted  optical  units.  One  point 
lubrication.  Convenient  input  jack.  Easy 
cleaning. 


Projector  Speaker  Unit 

The  RCA  projector  and  speaker  are  con- 
tained in  two  cases,  designed  for  easy  car- 
rying. An  RCA  electro-dynamic  speaker  is 
provided  and  supplies  balanced  reproduc- 
tion of  high  quality. 


£x(reme  PoTlability  with  projector  case  de- 
signed for  easy  carrying  projector  case 
weighs  39  pounds,  speaker  case  18  pounds, 
fully  equipped. 


SUMMARY  OF  PRINCIPAL  FEATURES  OF  RCA  16MM.  SOUND  PROJECTOR 


1.  BtilHani  Projection  using  specially  de- 
signed optical  system  and  large  objective 
lens  (f.1.65)  providing  lO^o  to  20°o  greater 
screen  illumination  with  750-walt  lamp. 

2.  HCA  Photophone  Sound  with  a  maximum 
of  10  watts  push-pull  amplification — sufficient 
volume  for  classroom  or  average  auditorium. 

3.  Simplified  Threading  -as  easy  to  thread 
as  a  silent  projector  and  made  more  simple 
by  casting  the  threading  line  on  the  pro- 
jector block. 

4.  Theatrical  Framing  -new  type  double- 
claw  intermittent  eliminates  up  and  down 
movement  of  picture  area  on  screen.  Keens 
film  in  center  of  most  efficient  light.  No 
change   of   projector  position   while  framing. 

5.  Etiicient  Cooling  —  specially  designed 
blower  scroll,  cools  lamp,  amplifier  and 
aperture  gate.  Lamp  house  barely  warm 
while  in  operation.  Life  of  lamp  increased. 
Lamp  may  be  removed  quickly  and   easily. 


6.  Motor  Take-up  and  Rewind  —  separate 
motor  eliminates  spring  belts  and  assures 
equal  tension  on  400.  800.  1200  and  1600 
foot  reels.  Simple  and  rapid  rewind  of  all 
sizes  of  reels. 

7.  Shock  Proof  Stabilizer-  -  between  take-up 
reel  and  lower  sprocket,  greatly  reduces 
magnitude  of  jerks,  uneven  pull.  etc. 

8.  Sound  Optical  Units — mounted  on  single 
casting  for  rigidity  with  swinging  bracket  for 
easy  cleaning  of  optical  units  and  quick 
change  of  exciter  lamp. 

9.  Stabilized  Sound-  using  sound  drum  sta- 
bilized by  large  solid  flywheel,  with  com- 
plete assembly  running  in  shielded  ball 
bearings. 

10.  E/ec(ro  -  Dynamic  Speaker  providing 
best  balanced  reproduction  of  speech  and 
music. 

11.  Easy  Cleaning — of  aperture  gate,  con- 
denser lens  and  adjustable  reflector,  to  pro- 


vide  most  efficient  operation  at  all  times. 

12.  Two-Speed  Operation — at  24  frames  for 
sound  and  16  frames  for  silent  films,  with 
governor  controlled  motor  and  toggle  switch 
for  changeover. 

13.  Ease  ot  Operation  -controls  centrally 
located. 

14.  One  Poinf  Lubrication—on  high  speed 
parts.  Permanently  lubricated  journals 
throughout. 


15.  Input  Jack — for  using  high  impedance 
microphone  or  Victrola  Attachment  with 
magnetic  or  crystal  pick-up.  Speech  input 
may  be  used  with  either  sound  or  silent 
films. 

16.  Standardized  Lamps — pre-focused  base 
projection  and  exciter  lamps  available  any- 
where at  standard  prices. 

17.  Variable  Tone  Control — providing  the 
best  reproduction  of  both  speech  and  musx. 


RCA  16"  Portable  Turntable 

A  complete  turntable -amplifier -public  ad- 
dress equipment.  Sturdy  16"  turntable  for 
standard  or  transcription  records.  Two 
speeds  (78  and  33-1  3  r.p.m.)  or  variable 
speed.  High  gain,  6-watt  amplifier  espe- 
cially matched  tor  the  finest  recorded  re- 
production or  for  microphone  and  voice  use. 
True  tracking  crystal  pick-up  and  tone  arm. 
revolutionary  new  RCA  Accordion  Cone 
loudspeaker  with  generous  length  of  cable 
permits  placement  of  speaker  for  best  room 
coverage.  Entire  equipment  housed  in  two 
portable  leatherette  covered  carrying  cases. 


RCA  Portable  Recorder 

Where  it  is  desirable  to  move  equipment 
from  place  to  place,  RCA  offers  Portable 
Recorder  Model  MI-12701.  This  model  is  en- 
tirely self-contained.  The  turntable  rotates 
at  a  speed  of  78  r.p.m.,  and  will  accommo- 
date discs  of  any  diameter  from  s.x  inches 
to  twelve.  Discs  are  cut  from  rim  to  center 
and  thus  are  suitable  for  reproduction  not 
only  on  the  recorder,  but  also  on  any  RCA 
Victrola.  Features  include  an  RCA  Aero- 
dynamic Microphone  complete  with  table 
stand;  high  quality  amplifier;  speaker;  tone 
arm  and  reproducing  pick-up.  A  jack  per- 
mits use  of  any  high  impedance  headphones 
for  monitoring  while  recording;  visual  indi- 
cator facilitates  accurate  adjustment. 


lillilP 


RCA  PHOTOPHONE  THEATRE  SOUND  SYSTEM 


theatre  sound  equipment  which  meets  the 
most  exacting  requirements  of  all  theatres. 
Today  exhibitors  -whether  business  or  the- 
atrical—everywhere have  come  to  realize 
the  inherently  superior  quality  of  RCA  Photo- 
phone Theatre  Sound  Equipment. 


Recognizing  the  extraordinary  conditions  to 
which  theatre  sound  apparatus  is  subjected, 
RCA  Photophone  has  drawn  on  its  vast  fund 
of  sound  knowledge,  including  its  many 
years  of  manufacturing  and  field  experience 
and   its   vast    research   facilities,    to    develop 


Rotary  Stabilizer  Soundhead 

In  this  Rotary  Stabilizer  soundhead.  RCA 
contributes  the  RCA  "Shock  Proof"  drive.  In 
all  other  soundheads,  the  picture  projector  is 
driven  from  the  shaft  on  which  is  mounted 
the  soundhead  sprocket  that  pulls  the  film 
past  the  scanning  beam.  In  the  exclusive 
RCA  "Shock-Proof"  drive,  the  projector  is 
geared    to    hold-back    sprocket    shaft. 


FUNDAMENTAL  FEATURES  OF  THE  RCA  PHOTOPHONE  SOUND  SYSTEM 


1.  Famous  "Rotary  Stabilizer"  which  as- 
sures absolutely  constant  film  speed.  No 
"wows,"   or   "rasps." 

2.  Cushion-mourted  stabilizer  and  optical 
parts  to  eliminate  "microphonic"  vibration 
noises. 

3.  "Shock-proof"  drive  excludes  mechanical 
disturbances   from   film   scanning   drive. 

4.  Reversible  twin  exciter  lamp  holder. 

5.  Pre-focused   exciter   lamps. 

6.  Simple  high  speed  projector  mounting 
system  with  microraetric  gear  mesh  adjust- 
ment. 

7.  High  quality  ball-bearings  throughout 
make  for  long  life  and  minimum  repair 
costs. 

8.  Interchangeable  drive  motor  equipped 
with  heavy  flywheel  for  extra  smooth  start- 
ing characteristic.  Saves  wear  and  tear  on 
projector  mechanism. 


9.  Gear  drive  throughout;  no  chains  or 
belts. 

10.  Sealed  oil-proof  optical  system  with  new 
positive  focus  adjustment. 

1 1 .  Positive  oil  collection  and  drainage 
system. 

12.  Scientific  placement  of  film  driving  ele- 
ments and  white-painted  interior  to  facilitate 
threading. 

13.  Hermetically  sealed  Rotary  Stabilizer  oil 
case. 

14.  Positive  action  pad  rollers  and  large 
film   strippers. 

15.  Hold-back  sprocket  to  prevent  take-up 
jerks  from  reaching  film  in  scanning  position. 

16.  No  stationary  surfaces  to  damage  film. 

1 7.  Quickly  adaptable  to  installation  of 
parts  for   "push-pull"   operation. 

18.  Integral  gear  box  assembly. 

19.  Totally    enclosed   case. 

20.  Modernly   styled. 


Other  Sound  and  SiJen(  Projectors:  (16  and  35mm)  Holmes  Projector  Co.,  Chicago,  Illinois, 
Universal  Projectors,  Philadelphia  and  New  York  City.  (See  next  issue  supplement  pages 
for  further  details  on  these  and  other  projector  models  not  submitted  for  review  or  received 
too  late  for  publication.) 


Ill!lllllllllllllllllllllll|{|||||||||||llilllllllllllllllllllllllllllllllllllllll!llll|[!llll^ 


IHIIIIIIIIIIIIIi!llllllllllllll)ll!l 


A     N 


AUDIO 


VISUAL 


BUYER'S 


GUIDE 


iiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ 


iiiiiiiiiiiiiiiiiiiiiiniii 


Illiiilllll 


lllllllllllllllllllllllllllllllll 


VICTOR     ANIMATOGRAPH     CORPORATION 


•  In  the  Series  40  Animalo- 
phone,  Victor  presents  its  new 
Add+A+Unil  features  which 
makes  this  well-known  pro- 
jector available  for  a  multi 
plicily  of  uses  heretofore  re- 
quiring several  different  types 
and  sizes  of  projectors.  With 
the  Add+A-(-Unit  features,  the  Ani- 
mafophone  is  economically  adaptable  to 
public  address,  service*,  phono-record 
reproduction,  radio  amplification,  and 
sound  recording.  Presented  by  its  name- 
sake, the  noted  designer-executive,  Mr. 
Alexander  F.  Victor,  this  1940-41  pro- 
jector innovation  carries  on  a  tradition 
that    began    with    the    earliest     1 6mm 


cameras  and  projectors. 
While  the  basic  sound  projec- 
tor is  being  used  in  one  loca- 
tion, for  example,  an  auxiliary 
Add-)- Amplifier  may  be  used 
with  a  "mike"  or  turntable 
(or  both)  as  on  independen  t 
Public  Address  system  in  an 
auditorium,  etc. 

Included  in  the  Victor  line  is  a  dual 
projector  outfit.  Unit  "O"  Amplifier  and 
Change-Over  Svntch  for  continuous  mul- 
tiple reel  showings  for  use  with  any 
two  Model  40A  or  40B  Animatophones. 
Projector  stands,  speakers,  microphones, 
converters  and  other  accessories  are 
listed  in  the  complete  Victor  price  list. 


GENERAL     OFFICES     AND     FACTORY 

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 


DAVENPORT.     IOWA 


Series  40  Animatophone 

1600  ft.  reel  capacity.  Operating  Speeds: 
Governed,  16-frame  silent  and  24-frame 
sound.  Still  picture  safety  shutter  and  shut- 
ter control  knob.  Optical  System:  Victor 
High  Efficiency  Conza  Condensing  Lens  Sys- 
tem; indestructible  metal  reflector.  Piojec- 
tion  Lens:  2"  high-speed  F1.6.  standard 
equipment.  Interchangeable.  Lamps:  S!and 
ard  prefocused  base  .  .  .  obtainable  any- 
where. Standard  equipment:  750  watt.  In- 
terchangeable. Switch  provides  for  operat- 
ing motor  with  lamp  off.  Cooling  System: 
Victor  "Spira-Draft"  ventilation.  Motor:  (Re- 
versible) Universal  AC-DC,  VICTOR-G.  E., 
with      switch-operated,      2-speed      governor. 


(+)  8-inch  Integral  Speaker 

UNIT  "H"  (Recommended  only  for  small 
room  use  with  the  basic  Model  40-A  Pro- 
jector. Separate  12"  or  15"  speakers  should 
be  used  with  greater  amplification  in  larger 
rooms.)  Unit  "H"  affords  great  ease  of 
portability  as  it  makes  an  "all-in-one"  sound 
unit.  Permanent  magnet  type,  equipped 
with  5C  ft.  attachment  cord.  Cone  is  pro- 
tected by  mesh  grille  with  special  Duvetyn 
finish.  Size:  3''9"  x  S'i"  x  IS'/V.  Weight; 
6'/2  pounds. 


(+)  12"  &  15"  Speakers 

For  40-A  or  40-B  Animatophones,  with  or 
without  extra  amplification.  Type:  High 
fidelity  permanent  magnet  with  impedance 
transformer  and  switch  with  settings  for  1. 
2,  3,  and  4  speaker  operation.  Case. 
Leatherette-covered,  affords  maximum  baffle, 
1600'  reel  compartment,  and  attachment 
cord  rack.  Speaker  cone  protected  by  grille. 
Attachment  Cord;  100  feet,  2-wire  cable  with 
two  male  plugs, 

12"  SPEAKER  Unit  'J.'  High  fidelity  type 
-best  grade  heavy  magnet.  Size;  10"  x  17" 
X  18^4".  Weighf;  20  pounds, 
15"  SPEAKER  -Unit  -K."  Unexcelled  for 
high  fidelity  response.  Equipped  with  spe- 
cial oversize  magnet  and  multiple  speaker 
switch.  Size:  10"xl7"xl834".  Weight;  32 
pounds. 


(+)  12"  Dual  Speakers 

12"  DUAL  SPEAKER  Unit  "Mr  (For  greater 
sound  distribution).  2  Standard  12"  perma- 
nent magnet  speakers,  each  with  separate 
baffles,  mounted  in  2-section  case,  carried 
by  one  handle.  Size;  9H"  x  15 '/4"  x  20". 
Weighf;  31  pounds. 


(+)  Booster  Amplifier-Unit  "O" 

Unit  "O"  amplifier  provides  volume  for 
sound  film  or  P. A.  service  for  all  purposes. 
This  amplifier  supplied  in  an  Add  +A+  Unit 
type  case,  snaps  on  to  the  bottom  of  Ani- 
matophone case  or  may  be  carried  with 
separate  LifTop.  For  use  with  1,  2,  3  or  4 
-12"  or  15"  speakers.  Frequency  Range; 
40  to  10,000  cycles,  Oveiali  Gain;  120  db. 
Saiety  Fuse:  3  Ampere,  radio  type.  Illu- 
minated control  panel.  Controls:  Microphone 
volume,  sound  film  volume  (also  for  mix- 
ing sound  from  microphone  and  phono- 
graph, or  microphone  and  sound  film,  or 
phonograph  and  sound  film),  new  acoustical 
tone  regulator. 

(+)  Booster  Amplifier-Unit  "R" 

Unit  "R"  amplifier  provides  maximum  vol- 
ume for  indoor  or  outdoor  service  of  all 
types.  May  be  used  with  from  1  to  8 — 12" 
or  15"  speakers  (not  supplied  with  carrying 
case).  Size;  8'2"  x  I2'2"  x  21".  Weighf; 
65  pounds.  Frequency  fiange;  40  to  10,000 
cycles.  Oveiall  Gain:  120  db.  Safely  Fuse: 
3  Ampere,  radio  type.  Illuminated  panel. 
Controls:  2  for  microphone  volume,  1  for 
sound  film  volume,  1  for  phonograph  vol- 
ume, the  new  Victor  Dual  Acoustical  Tone 
Regulator.  Fader  Control,  and  changeover 
switch  for  operating  2  Animatophone  pro- 
jector  units   (40-A   or   40-B). 


(+)  Recording  Unit  "Y" 

May  also  be  used  as  a  reproducer.  Stand- 
ard lead  screw  for  78  R.P.M.,  10"  and  12  ' 
recordings,  free  from  wows  and  flutter. 
100°o  synchronous  motor.  *60  cycles,  1 10 
volts.  Direct  worm  drive.  Perfect  recordings 
of  voice  and  music.  Used  with  any  Victor 
amplifier,  "A,"  "B,"  "O,"  or  "R." 


(    )  Record  Turntable-Unit 

For  attachment  to  ANIMATOPHONE,  ADD 
-  AMPLIFIER  or  LifTop.  Accommodates 
both  8"  and  12",  78  R.P.M.  phonograph  rec- 
ords. Size;  4^4"  x  9' 2"  x  15' -i"  -7'2  pounds. 
50-60  cycle.  100-125  volt. 
The  addition  of  a  record  turntable  adapts 
the  Victor  Animatophone  for  teaching  music 
appreciation,  voice,  speech,  language  or 
dancing,  or  when  used  with  other  Add+A-j- 
Unit  equipment  furnishes  music  for  large 
assemblages  indoors  or  on  outdoor  locations. 


(+)  Central  Sound  System 

ADD  ^A+ UNIT  "V  This  unique  instru- 
ment, when  used  in  conjunction  with 
booster  amplifiers  "O"  or  "R,"  provides  a 
central  two-way  talk-back  sound  system 
for  servicing  any  desired  number  of  rooms 
with  radio  broadcasts,  phonograph  record 
reproductions  or  microphone  announcements. 
The  switch  panel  of  the  standard  model  con- 
tains 16  switches  for  individual  room- 
speaker  control.  Special  models  with  any 
desired  number  of  switches  can  be  supplied 
on  order.  Size;  9'2"  x  12'2"  x  15'4". 
Weight;   23   pounds. 


OTHER  FEATURES  OF  THE  VICTOR  SERIES  40  ANIMATOPHONE 


PROJECTOR  CASE  "Blimp,"  Leather- 
ette-covered. Sturdy,  rust-proof  hard- 
ware. Unit  entirely  enclosed  during 
operation. 

AMPLIFIER  Basic  amplifier  is  buih 
into  case  with  projector.  {See  model  list- 
ings for  specifications.)  Any  output  for 
small  rooms  to  largest  auditoriums  may 
be  obtained  by  selecting  Add-|-A+Unit 
equipment  to  give  power  desired. 

SOUND  UNIT  Sound  Lens:  Special 
formula  highly  corrected  -  with  pre- 
cision light  slit.    Unusual  depth  of  focus 


insures  maximum  quality  with  Koda- 
chrome  as  well  as  black-and-white. 
Microscopically  set  and  sealed  for  cor- 
rect, permanent  adjustment.  Photo  Cell: 
Special,  in  prefocused  base,  mounted  in 
vibrationless  rubber.  Adjustable  voltage 
control  insures  peak  performance  at  all 
times  and  on  all  voltages  (90  to  125), 
Exciter  Lamp:  Prefocused  G.  E.  T-8,  5 
volt,  6^2  Amperes  VICTOR  Special.  Ex- 
citer filament  construction  and  excep- 
tional beam  intensity  designed  for  high 
quality  reproduction. 


THE 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiin^ 


19     4     0 


4     1 


EQUIPMENT 


REVIEW 


iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ 


t^%>/ 


^  Although  overshadowed  by  the  widespread  use  of  sound  motion  pic- 
tures, the  silent  projector  has  many  specialized  applications  in  the  lield 
of  business  and  widespread  basic  acceptance  in  the  educational  field. 
This  representative   showing   oi   "professional"   quality    16mm.   silent   pro- 

Ampro  Model  "KD" 

Capacity,  400  feet  ol  silent  film.  1600  feet 
optional.  Sound  film  can  be  used  on  silenl 
models,  standard  750  watt  or  under  projec- 
tion lamp,  operates  on  25  to  60  cycles  A.C. 
or  D.C.  current,  standard  2-inch  focal  length 
F1.63  objective  lens.  Interchangeable  with 
1-inch  to  4-inch  lenses,  centralized  lubrica- 
tion. Motor  has  grease  sealed  ball-bearings. 
button  for  "still"  projection,  automatic  safety 
shufei  prevents  blistering  or  burning  film, 
reverse  film  switch,  automatic  rewind,  no 
transferring  of  reels  or  belts,  easy  threading, 
flickerless  pictures  at  speeds  as  low  as  13 
frames  per  second,  triple  claw  movement, 
control  knob  for  speed  regulation,  micro- 
metric  lamp  adjustment,  framing  button,  au- 
tomatic pilot  light,  centralized  control  panel, 
adequate  cooling  system,  two-way  tilting 
control  knob,  bi-convsx  condenser  lens,  reel 
locking  device  for  all  1600-fool  reel  arms. 
Finish;  gray  crinkle-baked  enamel,  chromium 
plated,  stainless  steel  fittings,  32-volt  operation. 


Filmo  "Master" 

Capacity,  400  feet  film;  750  watt,  line-voltage 
projection  lamp.  Also  uses  300,  400  and  500 
watt  line-voltage  lamps.  Magnilite  conden- 
ser, fast  2-inch  F1.6  lens.  Other  lenses 
available  from  ^s-inch  to  4  inches,  entirely 
enclosed  gear  driven,  automatic  motor  re- 
wind, lamp  switch  for  turning  off  lamp  dur- 
ing film  rewinding,  lever  for  reverse  film 
action,  sealed  motor  lubrication,  clutch  for 
"still"  projection  with  safety  shutter.  No- 
glare  pilot  light,  two-way  tilting  device,  fin- 
ished in  dark  brown  crinkle-baked  enamel. 
Fittings  are  of  brown  bakelite  and  polished 
nickel  plate,  carrying  case  with  drop  front, 
permitting  easy  removal  of  ready-erect  pro- 
jector, compartments  for  two  400-foot  films, 
take-up  reel,  extra  lamp,  oil  co"^,  etc..  brown 
covering,  also  mode!  for  32  volt  lines.  Comes 
equipped  with  400  watt,  32  volt  lamp  and  32 
volt  motor:  weight,  14  pounds.  Approved  by 
Underwriters'   Laboratories. 


Filmo  "Diplomat" 

Capacity,  400-feet,  750-wat(,  100-voll  lamp 
illumination.  Wholly  gear-driven,  with  gear- 
driven  power  rewind.  B  &  H  2-inch,  F  1.6 
lens;  Magnalite  condenser.  Two-way  till, 
lamp  switch,  reverse  and  still  projection 
plus  all-metal  safety  shutter.  Built  in  pilot 
light.  Finished  in  dark  brown  crinkle-baked 
enamel,  fittings  in  harmonizing  brown  bake- 
lite and  polished  nickel  plate;  carrying  case 
with  adequate  accessory  space. 


Filmo  "Showmaster" 

Capacity.  1600  feet  silent  film;  750  watt, 
100-125  volt  projection  lamp.  Also  uses  400 
and  500  watt,  100  volt  lamps.  Resistance 
lever  to  give  lamp  fast  normal  100  volt  load 
on  100125  volt  lines,  magiilite  condenser, 
fast  2-ir.ch  Fl-6  lens,  two-speed  focusing  with 
lens  lock.  Other  lenses  available  from 
^a-inch  to  4  inches,  metered  lubrication,  au- 
tomatic motor  rewind,  lamp  switch,  clutch 
for  "still"  projection,  safety  shutter,  built-in 
variable  resistance  and  voltmeter,  pilot  light, 
two-way  tilting  device,  carrying  case  for 
projector,  two  1600-foot  reels,  two  400-foot 
reels,  extra  lenses  and  lamps,  finished  in 
brown  fabric  leather,  weight,  16  pounds. 
Also  model  for  32  volt  lines.  Equipped  with 
400   watt.   32    volt   lamp   and   32   volt  motor. 


jectors  will  be  of  interest  to  sponsors  of  this  type  of  program.  Ons  recent 
application  was  an  automobile  accessory  company's  sponsorship  of  short, 
silent  educational  reels  (on  products)  which  local  service  station  operators 
purchased   in   a   "package"   which   included    both   films    and   equipment. 


Filmo  "Auditorium" 

The  "deluxe"  silent  projector  features  1203- 
watt  illumination,  1600-foot  film  capacity 
(enough  for  a  one  hour  show).  1200-watt 
Clearay  Lamp,  light  control  and  voltmeter. 
New  optical  system.  B  &  H  2-inch,  F  l.G 
lens.  Variable  speed  through  governor.  Two- 
way  tilt,  separate  mo'or  lor  take-up,  power 
rewind.  Adequate  cooling  assured  by  twin 
fan,  also  cools  and  humidifies  film.  Finish' 
dark  silver  grey  crinkle-baked  enamel,  black 
fittings,  polished  nickel  plate.  Carrying  case 
with  adequate  ac-essory  storage  spaze. 


DeVry  Model  "G" 


The  familiar  DeVry  silent  model  G  projector 
with  motor  drive  is  now  equipped  with  a 
reverse  switch,  automatic  rewind  and  stop- 
on-film  feature.  The  new  model  weighs  less 
than  ten  pounds  and  has  been  widely  ac- 
cepted by  business  organizations  and  schools. 
Die-cast  housing,  simple  operation,  accommo- 
dations for  100-400  foot  reels  and  an  especial 
low  price  considering  its  high-waMage  bril- 
liance (200-watt)  are  the  advertised  features 
of  Model  G.  The  projector  also  features  an 
efficient  framer  and  positive  tilting  device  as 
well  as  added  portability  because  of  its  re- 
movable reel  arm. 


Eastman  Kodascope 

Special  features  of  Kodascope  G.  Series  11 
include:  "TailoT-Made"  Pro/ecfion,  with  five 
lenses  and  three  lamps,  Concen(ra?ion  of 
controls.  Four  major  operating  functions 
controlled  by  simple  switch.  A  threading 
light,  illuminatirg  the  film  path  so  that  the 
operator  can  carry  out  the  few  necessary 
threading  adjustments  in  darkened  room. 
Light  automatically  goes  off  as  projection 
begins,  may  be  relighted  during  rewinding. 
Projection  of  any  single  "frame"  of  your 
movies,  as  a  "still,"  with  full,  automatic  pro- 
te::tion  of  the  arrested  film.  Exact  alignment 
of  lamp  filament,  in  relation  to  reflector  and 
condenser,  controlled  by  set-screw  on  side 
of  lamp  housing.  Simplified  film  threading. 
Hinged  film  gate,  variable  projection  speed. 
D.C.  or  A.C.  25-  to  60-cycle,  100-  to  125-volt 
lines. 


Victor  Moder'16-S" 

Capacity:  400  (Victor  16)  and  1600-ft.  (16S) 
models.  750-watt,  direct,  super  hi-power 
illumination  (1000-wat!  optional'.  Feafures; 
convenient  fixed  disappearing  reel  arms; 
quiet  movement  through  new  shuttle  as- 
sembly; automatic  "rewind-as-you-show"  ac- 
commodates as  many  as  four  reels  while 
showing  one;  automatic  shutofl  film  protec- 
tion prevents  mutilation  of  improperly- 
threaded  film.  Oi'her  conveniences:  Lamp, 
reverse,  motor  switches.  Pilot  light,  till. 
motor  rewind,  Ample  accessory  storage 
capacity  in  case.  Finish:  Silver  grey  crinkle 
(baked).     Black   and   chrome   trim. 


r 

r 

"■ 

i 

B 

I 

\ 

>jg5B^c'^^^^ 'V 

if 

■■.■imi^-^_S- .  ^■i 

'" 

I 


m. 


i 


n 


I II I I II I I I I iiiiiiiiiiii I I I I I Ill ti I iiiiiii ill II I I Ill 11 « i «i Ill I II II « I I I Ill I I I «" »" ™ "' "" '" '" " " "" ' ' " '" """"""" "' 

ISUAL  BUYER'S  GUIDE 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniii iiiiiiiiiiiiiiiiiiiiiii ill 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

AM  A     U     D 

jiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


I     O 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii: 


Columbia  Recording  Corporation,  a  subsidiary  of 
Columbia  Broadcasting  System,  Inc.,  is  now  actively 
engaged  in  the  electrical  transcription  business. 

Complete  recording  studios,  incorporating  the  most  modern  facili- 
ties, will  be  available  September  first,  in  New  York,  Chicago  and 
Hollywood.  Manufacturing  and  processing  facilities  are  at  Bridge- 
port, Connecticut,  and  Hollywood,  California. 


TRANSCRIPTION   DIVISION 

COLUMBIA  RECORDING  CORPORATION 

A   SUBSIDIARY   OF   COLUMBIA    BROADCASTING    SYSTEM,   INC. 


NEW  YORK,  799   SEVENTH    AVENUE     •     CHICAGO,  WRIGLEY   BUILDING     «     HOLLYWOOD,    COLUMBIA   SQUARE 


(DU3J53®    i!La®IEIFaiLM    SPSiO^IKBl*®!!! 


THE     MAGNAVOX     COMPANY,     INC 

Electro-Acoustic  Products  Division,  Fort  Wayne,  Indiana 
Manufacturers  of  the  lUustravox  Projectors 

Illustravox  "Sub-Junior" 

The  unit  for  individual  consumer,  dealer  or 
other  sales  interviews,  etc.,  before  smaller 
groups.  Full  100-watt  extensible  projection 
with  the  Magnavox  opening  feature.  Com 
pact:  actual  dimensions  ^  14"  x  13"  x  6" 
closed.  Weight  16  pounds.  Large-sized  film 
magazine;  remote  control  picture  advance. 
Full-sized  crystal  pickup  for  tracking  on  rec- 
ords up  to  16".  Space  for  two  12"  records, 
extra  films  within  case.  AC  operation; 
AC-DC  may  be  specified.  Natural  tone  re- 
production for  individual  presentations  and 
especially  suitable  for  showing  to  small 
groups   not   to  exceed   25   persons. 


Illustravox  "Junior" 

Suitable  for  audiences  of  100  persons  or 
more  with  regulated  high-fidelity  sound  to 
provide  volume  for  audiences  of  two  or 
three  up  to  a  small  auditorium.  100-watt 
projection;  projector  mounted  on  front  door 
in  patented  Magnavox  feature  to  drop  into 
position  when  door  opens.  Dimensions: 
13"  X  15^4"  X  SW.  Weight,  slightly  over 
20  pounds.  Small  disk-type  screen  furnished 
as  standard  accessory.  Latest  type  Mag- 
navox 6' 4"  speaker;  constant  speed  motor 
for  AC  operation,  requires  no  adjustment, 
very  little  oiling.  Carries  three  12"  records, 
3  films,  inside  case.  Carrying  case  covered 
in  gray  striped  airplane  fabric.  AC  opera- 
tion, AC-DC  may  be  specified. 

Illustravox  "Senior" 

The  deluxe  Illustravox,  featuring  300-watt 
projection,  rewind  takeup  and  amplification 
suitable  for  audiences  up  to  seven  or  eight 
hundred  people.  Illumination  for  best  color 
and  black  and  white  projection  results  on 
large  screen.  Four-tube  amplification,  eight- 
inch  Magnavox  electro-dynamic  speaker 
with  curvilinear  cone.  Removable  loud 
speaker  .  .  .  standard  accessory  equipment 
includes  baffle  and  extension  cord.  Dimen- 
sions: 18»2"  X  17'4"  X  75a".  Weight,  38 
pounds.  Carries  four  12"  or  16"  records; 
three  films.  All  controls,  including  separate 
switches  lor  projector,  turn-table  and  am- 
plifier volume  mounted  on  rear  panel  of 
carrying  case. 


Illustravox  "Salesmaker" 

A  portable  theatre  in  a  single  case.  Built-in 
translucent  parchment  screen  and  loud 
speaker  just  below  screen  permits  instant 
showing  by  moving  record  tray  from  the 
front  of  the  case;  projector  mounted  in  rear. 
For  larger  audiences,  speaker  detaches  for 
projection  on  wall  or  tripod  base  screen. 
Dimensions:  18"  x  18"  x  7".  Four  12"  or  16" 
records,  two  films  may  be  carried  within 
case,  Weight  29  pounds.  Achieves  unusual 
illusion  of  synchronized  sound  and  picture 
presentation.  AC  operation,  AC-DC  may  be 
specified.  Note:  all  toui  Iliustiavox  models 
are   staidazd   for   opeiation   on   AC   current. 


McCLURE     TALKING     PIC  TURES 


1115  Washington  Blvd.,  Chicago,  111 

Model  L  Picturephone:  the  ideal  projector 
for  personalized   presentations   to  a   few   in- 

Picturephone  Model  "E" 

(Also  Model   "X"— With  Six-inch  Speaker).... 

Models  E  and  X  Picturephones  are  suitable 
for  showing  to  audiences  of  one  to  75  peo- 
ple, A  self-enclosed  screen  is  suitable  for 
audiences  up  to  15.  Both  models  feature 
four-tube  amplification,  100-watt  projection. 
and  play  16"  records.  Equipped  with  10-ft. 
cord.  Model  E  carries  12"  records;  Model 
X,  16"  records.  All  Picturephone  models  fea- 
ture steel  chassis,  specially  designed  crystal 
pickup,   metal  tubes  and  permanent  magnet 


dividuals.  50-watt  projection;  one-tube  am- 
plification. Maximum  audience,  25.  Plays 
16-inch  records.    Net  weight,  1G''2  pounds. 


dynamic  speakers.  Net  weight,  Model  E 
(AC-DC),    20    lbs.;    Model    X    slightly    more. 

Picturephone  Model  "M" 

(Also  MODEL  "J"— With  Six-inch  Speaker).. 

This  projector  is  suitable  for  an  audience  of 
75  persons.  With  auxiliary  speaker,  accom- 
modates 200.  Both  models  feature  four-tube 
amplification,  volume  and  tone  controls,  100- 
watt  projection,  play  16"  records.  Equipped 
with  20-ft.  cord.  Model  M  carries  12"  rec- 
ords; Model  J  carries  16"  records.  Net 
weight,  Model  M  (AC-DC),  21  lbs.:  Model  J 
(AC-DC),   27   lbs. 

Picturephone  Model  "S" 

(Suitable  toi  audiences  up  to  500) 

Speaker  and  projection  capacity  make  this 
Picturephone  suitable  for  audiences  up  to 
500  persons.  Features  four-tube  amplifica- 
tion, 8"  permanent  magnet  dynamic  speaker; 
volume  and  tone  controls.  200-watt  projection, 
plays  16"  records.  Equipped  with  20-ft.  cord. 
Net  weight  (AC-DC).  39  lbs. 


Super  Picturephone 

(MODEL  "A"  for  large  audience  showings) 

Audiences  up  to  1000  persons  may  be  ac- 
commodated by  this  large  capacity  equip- 
ment. (With  auxiliary  speaker,  1500.)  Five- 
tube  amplification,  12  '  speaker,  volume  and 
tone  controls,  are  features  of  this  two-case 
machine.  Brilliant  300-watt  projection  with 
an  automatic  film  rewind.  (Available  with 
tri-purpose  projection  at  slight  additional 
cost.)    Equipped   with   50-ft,   cord. 


(II.)  Model  "A"  Sound  Unit 

Besides  ample  sound  capacity,  the  Model  A 
Super  Picturephone  has  two  speeds.  33' 3 
and  78  r.p.m.,  playing  both  sound  slide  iilm 
and  standard  records.  Microphone  input  at- 
tachment will  convert  instantly  into  public 
address  system.  Net  weight,  sound  unit 
(AC-DC).  2G  lbs.:  net  weight,  speaker- 
projection  unit.  28  lbs. 

Model  AA  Super  Picturephone  with  six-tube 
amplification  and  public  address  eguipment 
is  available  for  largest  auditorium  and  con- 
vention  showings. 


OPERflDIO       MANUFACTURING       COMPANY 

General  OHices  and  Factory,  St.  Charles,  Illinois 


A     N 


A     U     D 


Years  of  specialization  in  the  manufacture  of 
sound  equipment,  including  loud  speaker 
and  public  address  units,  stands  behind  the 
Explainette  and  Explainitone  sound  slidefilm 
projectors  produced  by  Operadio.  All  Opera- 

Operadio  "Explainette" — 

Operadio's  low  priced  unit  .  .  .  The  Ex- 
plainette ...  is  intended  primarily  for  direct 
sales  to  individual  consumers  and  personal- 
ized selling.  Design  is  such  that  it  can  also 
be  used  for  larger  groups.  It  incorporates 
built-in  screen.  Operadio  heavy  duty  5"  Per- 
manent Magnet  Dynamic  Speaker,  two  tube 
amplifier;  factory  matched  tone  and  volume. 
Available  with  either  50  or  100  watt  pro- 
jectors as  specified.  All-steel  construction 
with  durable  baked  two-tone  finish.  Turn- 
table accommodates  10".  12"  or  16"  records. 
Crystal  type  pickup.    Stowage  for  four   10" 

(Continued  on   the   next  page) 


dio  systems  are  licensed  by  Electrical  Re- 
search Products.  Inc.,  under  patents  of  Amer- 
ican Telephone  &  Telegraph  Company  and 
the  Western  Electric  Company.  Inc.  Com- 
plete literature  on  request. 


litiiiiiiiiiiiiiniiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiii 
UYER'S  GUIDE 


iiiiiiiiiiiiii II iiiiiiiiiiiiii I I iiiiiiiiiiiiii I I I iiiiiii I iiiiiii iiiiiiiiiiiiii niiiiiiiiiiiii I iiiiiiiiiiii niiiiiii I liii i mini niiiiiiiiiiiiiiiiiiiiin 


SOUND     SLIDEFILM     PROJECTORS 

Operadio  Manufacturing  Company  Equipment — Continued 


records,  four  iilm  cups  and  needles.  Ten 
iool  power  cord.  Dimensions  10' 2"  x  11"  x 
5^4".  Weight  14  pounds.  Available  for 
either  110  volt  AC  or  DC  as  specified. 
The  small  dimensions,  light  weight  and  en- 
closed screen  within  the  top  cover  of  the 
unit  make  the  Exp/aine((e  the  ideal  unit  to 
meet  the  user's  specifications  for  field  use 
in  individual  consumer  and  small  group  in- 
terviews. However,  it  has  sufficient  volume 
of  sound  so  that  when  used  with  a  100  watt 
projector  and  a  wall  type  screen,  it  can 
take  care  of  relatively  large  group  meetings. 
...  All  controls  directly  beneath  the  pro- 
jector including  combination  on-olf  switch 
and  volume  control  for  amplifier,  on-off 
switch  for  projector  lamp,  and  on-off  switch. 

Operadio  "Explainitone" — 

The  piojectoi  for  group  showings 
This  unit  is  for  larger  group  showings  .  .  . 
Explainitone  .  .  .  Operadio's  larger  "deluxe  " 
model  sound  slide  film  unit,  is  intended  for 
showings  before  larger  audiences.  The  Ex- 
plainitone is  available  with  100,  200  or  300 
watt  projectors.  Standard  equipment  includes 
8"  heavy  duty  Permanent  Magnet  Dynamic 
Speaker  and  latest  type  amplifier,  factory 
matched  for  volume  and  tone.  Stowage  for 
six  16"  records,  six  film  cups,  and  spare 
projector  lamps,  all  within  the  case.  Avail- 
able in  either  110  volt  AC,  or  AC-DC  models 
as  specified.  Case  dimensions  18"  x  H^^"  x 
9'-i",  exclusive  of  record  compartment  top 
Weight  AC  Model— 33  lbs.  12  oz.;  AC-DC 
Model     32   lbs.    12   oz. 


(II.)  "Explainitone" — closed 

All  models  feature  all-steel  construclion 
without  appreciable  increase  in  weight. 
Explainitone  case  finished  in  durable  baked 
black  stipple.  The  loud  speaker  is  mounted 
in  the  detachable  top  which  permits  speaker 
to  be  located  alongside  of  screen.  Exten- 
sion speaker  cable  furnished.  Provision  for 
neat  stowage  of  speaker  extension  cable 
and  power  cable.  All  controls  conveniently 
located  on  the  same  side  of  unit  as  pro- 
jector. They  include  volume  and  tone  con- 
trols with  individual  power  control  for 
amplifier,  phonograph  motor,  and  projector 
lamp.  Remote  control  for  projector  and  SVE 
automatic  filmslide  take-up  supplied  at  slight 
additional  cost. 


Radiad  "Intermediate" 

(For  classioonx  or  generai  audiences^ 

Primarily  designed  for  small  auditorium, 
classroom  or  groups  up  to  several  hundred 
people.  Simplicity  of  operation  and  design 
carried  throughout  the  line.  Unit  may  be 
provided  with  the  150  watt  Tri-purpose  pro- 
jection unit  or  200-watt  single  frame  projec- 
tor. Available  for  operation  on  alternating 
or  direct  current,  single  or  dual  speed  mo- 
tors, and  microphone  also,  if  desired. 


Radiad  "Auditorium" 

(For  auditorium  or  executive  showings) 

This  is  the  largest  model  in  the  Radiad  line. 
Serves  audiences  from  several  hundred  up 
to  three  thousand  people.  Features  pro- 
vided for  accommodating  even  greater  audi- 
ences under  unusual  circumstances.  Utilizes 
300-watt  single  frame  or  tri-purpose  type 
projectors,  and  may  be  supplied  with  single 
or  dual  speed  motors  for  operation  on  AC  or 
DC  current.  Provisions  for  microphone.  In 
all  Radiad  units  the  projector  {or  any  com- 
ponent) is  readily  detachable,  thus  broadens 
the  use  of  the  entire  equipment. 


WEBSTER       ELECTRIC       COMPANY 

General  Offices  and  Factory,  Racine.   Wisconsin 
Manufacturers  of  the  "Cinaudio"  Sound  Shdefilm  Equipment 

Cinaudio  "Cub" 

Especially  suited  for  presenting  soundslide 
films  before  a  few  executives  or  for  direct 
consumer  selling  interviews,  the  Cinaudio 
"Cub"  model  offers  50-watt  extension-slide 
projection  (100-watt  optional).  A  net  weight 
of  13' 4  lbs.  facilitates  carrying  in  the  field- 
Case  dimensions:  13^4"  x  lO'e"  x  5^e"- 
Projection  has  standard  elevating  mechan- 
ism, simple  framing  device;  double  convex 
condensing  lens,  heat  absorbing  meniscus, 
double  aperture  plates.  Turntable  accommo- 
dates up  to  IG"  records  at  single  33'  ■ 
RPM  speed;  crystal  pickup.  The  detachable 
cover  of  the  "Cub"  provides  a  separate 
speaker  which  is  supplied  with  a  10-foot 
extension  cord  so  that  the  speaker  may  be 
placed  close  to  screen.  At  ten  feet,  projec- 
tion  size  oi   2^4x3' 2    feet  is  afforded. 


Operadio  Record  Turntable 

Where  a  quality  turntable  is  required  lor 
transcriptions,  recorded  soles  lectures  or 
public  address  work,  this  Operadio  model 
is  recommended.  Plays  up  to  16"  records, 
full-volume  high-fidelity  amplification,  AC- 
DC  operation.  Crystal  pickup,  volume  and 
tone  controls. 


RADIAD   SERVICE 

154  E.  Erie  Street.  Chicago,  III 

A  completely  new  line  of  Radiad  equipment 
takes  into  consideration  every  possible  usage 
to  which  sound  slidefilm  projectors  are  sub- 


Radiad  "Junior" 

(Fox  individual  or  small  group  showings) 
Suited  for  use  of  salesmen  in  field  or  groups 
not  exceeding  fifty  to  sixty  persons.  Detach- 
able speaker  (feature  of  Radiad  line).  One 
cover,  one  plug,  and  one  switch  controls 
simple  operation  of  this  small  unit.  Contains 
all  of  features  of  other  models  in  smaller 
size.  Available  with  either  fifty  or  one  hun- 
dred watt  projection.  Operation  on  AC  or 
DC  with  single  or  dual  speed  motors,  accord- 
ing to  needs. 


ject.  Over  a  hundred  combinations  or 
adaptations  of  the  Radiad  units  are  avail- 
able as  standard  equipment.  Complete  serv- 
ice is  provided  and  a  full  line  of  accessories, 
including  microphone  and  public  address 
equipment  is  offered  for  the  Radiad  units. 


Cinaudio  "Standard" 

For  use  betoie  sizeable  groups 

The  larger  group-selling  model  offered  by 
Webster  of  Racine  is  the  Cinaudio  "Stand- 
ard" equipped  with  200-watt  projection  {100 
or  300-watts  optional).  Detachable  speaker 
in  cover  with  adequate  extension  cord  sup- 
plied. Features  an  exclusive  emergency 
motor  board  light  to  facilitate  changing  rec- 
ords, etc.  Separate  volume  and  tone  controls, 
on-olf  switches  for  projector,  amplifier  and 
phonograph  motor.  Plays  10.  12,  16-inch 
records.  Built  in  power  amplifier  and  crystal 
reproducing  pickup. 


(II.)  Speaker  and  Case 

Model  2-CS-2  of  the  "Standard"  series  fea- 
tures 100-watt  projection  for  AC  operation. 
Model  2-CS-l,  100  watts,  AC-DC  operation. 
These  projectors  accommodate  audiences  of 
25  or  more  people.  Cinaudio  Model  4-CM-2 
is  the  200-watt  unit  for  AC  operation;  Model 
4-CM-l  includes  AC-DC  operation.  These 
projectors  accommodate  audiences  up  to  250 
people.  300-walt  projection  with  AC  and 
AC-DC  also  obtainable,  when  specified.  All 
models  are  covered  with  Spanish  blue 
leatherette  with  modern  hardware  and  are 
contained  in  a  single  case,  with  room  for 
record  and  film  storage.  Foolproof  polarized 
plugs  with  extension  cords;  latest  type  elec- 
tronic tubes. 


Other  Sound  Slidetilm  Equipment:  Several  other  lines  are  offered  in  this  field.  Address  manu- 
facturers direct  for  complete  information,  prices,  etc.,  on  equipment  not  listed  in  these  pages. 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiy^ 

THE  1940-41  EQUIPMENT  REVIEW 

iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 


aassji^  gaaiDiEiFaiLM  iPia®aii(Bi/®i!i 


[iiniiiiiilliniiiiiiniiililllllllll 


SOCIETY     FOR     VISUAL     EDUCATION,     INC. 


•  Through  its  years  of  service  in  Vril 
research  and  development  in  the  vjl 
field  of  visual  media.  The  Society 
for  Visual  Education.  Inc.,  has 
made  possible  many  of  the  basic  pro- 
jection units  employed  in  slidefilm  and 
miniature  projection.  Under  the  guid- 
ance and  business  direction  of  its  chief 
executive,  Marie  Witham,  The  Society 
has  contributed  such  innovations  as  the 
Rewind  Take-Up,  Tri-Purp>ose  Projeclors. 
S.  V.  E.  Objective  Lenses,  Rear-Aper- 
ture releasing  mechanism,  self-encased 
and  pocket  models  as  well  as  the  man- 
ufacture of  a  majority  of  the  slidefilm 
projection  mechanisms  used  in  most 
leading  sound  slidefilm  units. 

The  famed  S.  V.  E.  library  of  stillfilm 
subjects  (known  throughout  the  world 
by  their  tradename  "Picturols")  suppUes 
the  basic  ingredient  of  visual  learning 


for  thousands  of  school  systems. 
A  newly  developed  library  of  color 
slide  subjects  has  also  been  an- 
nounced. 

In  the  field  of  equipment  develop- 
ment, the  new  S.  V.  E.  stereo  projector 
(employing  Polaroid)  pioneers  an  excit- 
ing field  of  third-dimensional  projection 
w^hich  opens  new  vistas  of  interest  to 
business  and  educational  audiences. 
For  visual  displays,  the  S.  V.  E.  Con- 
tinuous slidefilm  projector  has  long  been 
an  accepted  unit  for  the  showing  of 
advertising  and  educational  material. 

S.  V.  E.  projectors  are  sold  by  lead- 
ing camera  and  photographic  dealers 
throughout  the  world.  For  special  in- 
formation on  products  now  listed  in 
these  pages  address  The  Society's  gen- 
eral sales  offices  in  Chicago, 


100     EAST     OHIO     STREET,     CHICAGO,     ILLINOIS 

II11lll!lIlIIIIIIIIIIII!i!!1llllllllll1lillllllllll1[|lllt!llll!l!1lllll^^ 


S.V.E.  Model  "G" 


(300-watt.  single-fiame  piojectoi) 

Foi  large  audiences  and  wherever  maximum 
illumination  is  required.  Model  "G"  provides 
brilliance  of  Image  and  utmost  convenience. 
Patented  SVE  Rewind  Take-Up  (rewinds 
film  in  proper  sequence  ready  for  nex! 
showingi  is  standard  equipment.  300-watt 
lamp  housed  in  scientifically  ventilated 
triple  lamp  house  to  assure  film  protection. 
Optical  system:  SVE  Series  "O"  4"  focal 
length  lens  (interchangeable).  Extra-size  film 
magazine  equipped  with  retaining  arm; 
film  track  recessed  for  surface  friction  pro- 
tection. Sold  complete  in  black  leatherette 
carrying  case,  chamoisette-lined;  also  15- 
foot  tandem  cord  and  plug.  Weight:  6  lbs., 
2  ozs.  (without  case). 


S.V.E.  Model  "F" 

1200-watt.  single-iiams  projector) 

For  average-sized  audiences.  Model  "F" 
provides  200  watt  illumination.  Optica/  sys- 
tem; features  polished,  glass  silvered  mir- 
ror reflector,  two  piano  condensing  lenses 
and  patented  heat  absorbing,  heat-resisting 
filter.  SVE  Series  "O"  objective  lens  i,4" 
focal  length).  SVE  releasing  mechanism 
moves  rear  aperture  plate  back  when  turn- 
ing from  one  picture  to  next.  Equipped  with 
cord,  plug;  also  elevating  device,  simpUfied 
framing  mechanism  with  bakeiiie  operating 
button  permitting  film  to  be  turned  either 
forward  or  backward.  Large  magazine  ac- 
commodates up  to  400  frames.  Weigh(; 
4^4   lbs.  (with  case,  6  Ibs.K 


S.V.E.  Model  "E" 

53-watt.  self-encased  projector) 

A  popular  50-watt,  self-encased  metal  case 
model  which  provides  utmost  convenience 
and  portability  for  contact  showings,  etc. 
Case  acts  as  stand;  when  showing  is  over 
one  side  of  case  is  released,  projector  is 
laid  over  en  that  side,  cord  is  placed  beside 
it,  case  is  instantly  closed  and  salesman 
is  ready  to  leave.  Opficai  system:  Patented 
heat-absorbing,  heat  resisting  element,  3" 
focal  length  objective  lens.  Ground  and  pol- 
ished reflector;  two  piano  condensing  lenses. 
Switch  in  cord.  Weight;  only  3  lbs.  complete. 


S.V.E.  Model  "Junior" 

(SO-watt.  smelliest  group  showings) 

Smallest  and  lowest  priced  standard  50-watt 
equipment  available.  Smaller  diameter  lens 
than  Model  "K"  (2' 2-inch)  and  uses  metal 
reflector.  Recommended  for  showings  to 
smallest  groups.  Double  convex  condensing 
lens,  heat-absorbing  meniscus  and  double 
aperture  plates.  8-foot  cord.  Elevating 
device.    Weight:  (complete  with  case)  2^4  lbs. 

Several  of  these  models  loim  a  component 
part  of  the  sound  slidefilm  units  shown  on 
th-?  pages  of  this  section  devoted  to  that 
type  of  equipment. 


TRI- PURPOSE      PROJECTORS 

These  S.V.E.  Units  Show  ■}:  Single  Frame 
Film  Strips  (2/  Double  Fiame  Film  Strips 
and  (3)  Two  by  Two-Inch  Glass  Slides. 

S.V.E.  Model  "AAA" 

\  300-watt,  Tii-Purpose  Projector) 
This  "deluxe"  tri-purpose  model  features 
(a)  maximum  screen  illumination:  (bj  new 
semi-automatic  slide  changer  which  operates 
entirely  from  the  top  (cutting  off  light  when 
slides  are  changing);  (cj  new  combination 
single-  and  double-frame  mask  provides 
micrometer  side  adjustment  for  centering 
picture;  { d )  extra-size  film  magazine  and 
rewind  take-up.  S.V.E.  Anastigmat.  Series 
"O"  5"  focal  length  lens.  Heat  absorbing 
filter;  ground,  polished  condensers,  framing 
and  tilting  devices.  Complete  with  10-foot 
cord. 


S.V.E.  Model  "DD" 

(J50-wa(t   Tri-Puipose  Projectoi) 

Elxcept  for  reduced  illumination  through  use 
of  1 50-watt  lamp,  Model  "DD"  has  identical 
features  of  Model  "AAA"  on  smaller  scale. 
S.V.E.  Anastigmat  Objective  Lens,  Series 
"O"  5"  focus,  fully  corrected;  Semi-auto- 
matic slide  changer;  Rewind  Take-Up; 
Single  and  double  frame  mask  providing 
micrometer  side  adjustment  for  centering 
picture  (aiso  same  as  Model  "AAA").  Com- 
plete with  10-foot  cord. 


S.V.E.  Model  "Q" 


t.lOO-watt  single-frame  projector) 

For  contact  salesmen  or  showings  before 
few  persons,  this  100-watt  projector  is  most 
useful.  Where  50-watt  illumination  insuffi- 
cient or  where  throw  not  long  encugh  to 
require  203-watt  unit,  use  Model  "Q". 
(Widely  used  in  sound  slidefilm  units.)  400- 
frame  capacity  film  magazine.  Well  ven- 
tilated lamp  house  and  separate  housing 
lor  condensers  in  conjunction  with  patented 
heat -absorbing  heat-resisting  filter  for  per- 
fect film  protection.  3"  focal  length  ob- 
jective lens.  lO-fcot  rubber  covered  cord 
■with  push-through  switch  included. 


S.V.E.  Model  "CC" 

1 100-watt  Tri-Purpose   Projector) 

Smallest  of  the  Tri-Purpose  Models,  this  100- 
watt  projector  serves  for  group  meetings, 
contact  use  where  varied  mediums  are  re- 
quired. Features  noiseless  horizontal  slide 
carrier,  S.V.E.  Series  "OA"  objective  lens — 
5"  focal  length.  Extra  size  film  magazine. 
Masks:  Two  sizes:  one  for  single-frame  and 
one  lor  double-frame,  each  with  aperture 
glass.  Tilting  and  framing  device,  ground 
and  polished  reflector,  condensers.  Com- 
plete with  1 0-foot  rubber  covered  tandem 
cord  with  push-through  switch  and  rubber 
connector  plug. 


;iiiifiiiiiiiiiiiiiiyiii[uyi[Hiijmiiniiiiiiiiii!iiiiiiiiiiiiiiii[!iiiiuiiiii!ii^ 


A     N 


AUDIO 


ioiHiNHiniiiiiiiniiiiniignniiiiniiiiiiiiniiiiiiiinin 


■■RtiiiiimiiiiiHiiiii 

I     S     U     A     L 

iiiiiiiiiiiifliiiiiiiii«miiiBi»iiiirraiiiiiiiiiiiiiiiiiii«w^ 


BUYER'S  GUIDE 

■iiniiiiiiiiHiiiiiiiiiiiiiiiBiiiiiiiiiiiiiiiiiiiii 


Illllll 


S.V.E.  Model  "Pocketer" 

(A  convenient  pocket-size  ptojector) 

Useful  for  contact  salesmen,  this  convenient 
"Pocketer"  model  filmstrip  projector  provides 
50-watt  projection  with  a  120-volt,  coiled 
coil  filament,  T.8  single-contact,  bayonet 
base  lamp.  Has  a  heat-absorbing  meniscus 
lens,  two  piano  condensers  and  rear  and 
front  aperture  plates,  with  ground  and  pol- 
ished silver  reflecting  mirror.  SVE  Series 
"OO"  3"  focal  length  projection  lens  stand- 
ard equipment.  Rubber  tipped  collapsible 
legs.  Equipped  with  10-foot  detachable  cord 
with  switch  and  plug. 


SPENCER     LENS     COMPANY 

Scientific  Instrument  Division  of  American  Optical  Company 
General  Offices  <S-  Factory,  Buffalo,  New  York 


Spencer  Model  "O" 

lA   100-watt  singletrame  projector) 

The  Model  O  Filmslide  Projector  provides 
the  utmost  that  can  be  secured  with  safety 
when  using  single  frame  35mm.  film  with  a 
100-watt  lamp.  The  optical  system  includes 
two  piano  convex  condensers,  heat  absorb- 
ing glass,  two  pressure  plates  and  a  four 
lens  objective  of  3"  focal  length.  Threading 
simple  and  quick.  A  snap  of  clip  on  maga- 
zine keeps  large  rolls  of  film  from  spilling 
out,  lift  gate  catch  and  both  the  catch  and 
gate  swing  clear  out  of  way.  Vertical  guides 
above  and  below  aperture  secure  exact 
"tracking"  of  film  and  allow  its  placing  of 
film  in  position.  The  projector  is  2'2"x534"x 
6'/2".  Weight  3  lbs. 


Spencer  Model  "IT" 

(200-watts:  enclosed  film  mechanism) 
For  maximum  illumination  in  using  35mm. 
single  frame  film.  Brilliant  illumination  and 
clear  definition  produced  by  200  watts  of 
illumination,  a  Spencer  formulated  optical 
system,  using  a  triple  condensing  system 
(one  meniscus  and  two  piano  convex  con- 
densers), a  heat  absorbing  glass,  two  pres- 
sure plates  to  hold  film  flat  during  projection 
and  a  four  lens  achromatic  objective  of 
1^/8"  diameter,  4"  focal  length.  Film  pro- 
tected by  ample  upper  magazine  which 
eliminates  re-rolling  film  into  a  smaller 
spool.  The  entire  film  track  is  recessed  so 
film    emulsion    does    not    rub    and    scratch. 


Spencer  Pocket  Model 

(A  bandy  50-watt  piojector) 
This  Pocket  Filmslide  Projector  designed  pri- 
marily for  the  traveling  salesman.  Compact- 
ness makes  it  extremely  attractive  to  other 
travelers  who  prefer  film  presentation.  All 
parts  enclosed  and  protected  by  polished 
case  of  Bakelite.  Illumination  ample  for 
direct  sales  presentation,  and  the  definition 
and  flatness  of  field  are  remarkably  good. 
The  objective  is  2.5"  focal  length,  giving  a 
desirably  short  working  distance.  It  projects 
a  r  picture  at  30",  or,  in  a  darkened  room, 
a  5'  picture  at  15'.  It  is  supplied  with  a 
carrying  case,  housing  a  spare  lamp. 


1 

1 

■ 

■  ■-mlimm^ 

m 

1 

1 

fcv?S 


MIXIATURE    PROJECTORS 


Bausch  &Lomb  Slide  Projector 

(A  product  o/  Bausch  S  Lomb  Optical  CoJ 

Designed  for  2"x2"  black  and  while  or  color 
transparencies,-  utilizes  150-watt  lamp.  Body 
of  die  cast  aluminum  alloy;  projection  lens 
focusing  tube  of  satin  chromium  plate.  B  & 
L  Cinephor  t:3.8  Projection  lens;  5"  focus. 
Three  lenses  and  ground  and  polished,  back- 
silvered  glass  reflector  in  condensing  sys- 
tem. Lamp  house  and  slide  carrier  easily 
removable;  all  parts  readily  accessible  for 
cleaning.  Complete  with  slide  carrier,  150- 
watt,  115-volt  bulb,  10  foot  rubber  covered 
cord  and  switch.  Carrying  case,  slide 
library  case  extra. 


II"! I niiniiiiiniiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

THE  1940-41 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiOi 


^ 

v^ 

^^s^s 

'M^^Mmmmm 

^8» 

Kodaslide  Model  "2" 

(Equipped  with  the  Ready-Mount  Changer) 

The  Kodaslide  Model  2  Projector  pictured  is 
equipped  with  the  new  Kodaslide  Ready- 
Mount  Changer  intended  for  showing  groups 
of  Kodachrome  still  transparencies  or  black- 
and-white  film  positives  in  the  Kodak  Ready- 
Mounts.  The  projector  is  one  of  the  standard 
Kodaslide  Models.  The  Ready-Mount  attach 
ment  accommodates  up  to  50  slides  and  the 
shifting  mechanism  is  operated  by  a  flexible 
30-inch  plunger  which  moves  a  slide  into 
position,  etc.  Obtainable  in  Eastman  Kodak 
stores  or  your  regular  camera  supply  dealer. 


S.V.E.  Model  "RK" 

This  compact,  easily  carried  unit  shows 
brilliant,  life-size  images  from  black  and 
white  or  color  film  mounted  in  2"  x  2"  glass 
or  Ready-Mounts,  including  single  or  double 
frame  and  Bantam.  It  has  special  heat  ab- 
sorbing glass  to  protect  slides  at  all  times. 
The  Model  RK  is  adaptable  to  any  one  of 
three  slide  changers.  It  is  eguipped  as 
standard  with  a  new  noiseless  type  of  hori- 
zontal slide  carrier.  This  carrier  is  easily 
removed  and  in  its  place  it  is  possible  to 
use  the  S.V.E.  semi-automatic  vertical  slide 
changer.  This  changer  will  accommodate 
either  glass  slides  or  the  Eastman  Ready- 
Mounts.  The  Model  RK  will  also  take  the  East- 
man automatic  Ready-Mount  slide  changer. 
Any  of  these  may  be  instantly  attached  to 
the  projector  without  the  aid  of  any  tools. 
CompJete  wi(h  100-watt  lamp.  4"  Series 
"O"  S.V.E.  objective  lens,  horizontal  slide 
carrier,   and  leatherette  carrying  case. 


S.V.E.  Model  "DK" 

(With   Semi- Automatic  SlideChanger) 

This  150-watt  2"x2"  miniature  slide  projector 
features  the  semi-automatic  Slide-Changer. 
Operated  entirely  from  the  top;  slides  in- 
serted in  front,  are  pushed  down  into  posi- 
tion by  a  center  control.  Operation  quiet 
and  simple,  light  on  screen  cut  off  momen- 
tarily while  slides  are  changing.  "DK"  is 
also  equipped  with  anastigmat  5"  Series 
"O"  objective  lens  providing  sharp  defini- 
tion over  entire  screen  area.  Other  focal 
length  lens  available.  Easily  accessible 
lamp  house;  heat  ray  filter  reduces  heat, 
fully  protects  film  at  the  aperture. 


S.V.E.  Model  "AK" 

This  model  shows  black  and  white  or  color 
film  mounted  in  2"  x  2"  glass  or  Ready- 
Mounts,  including  single  or  double  frame 
and  Bantam.  It  has  special  heat  absorbing 
glass  to  protect  slides  at  all  times.  Model 
AK  with  its  300-watt  lamp  and  modern  op- 
tical system  provides  maximum  illumination 
(with  perfect  safety  to  the  film  at  all  limes), 
sufficient  for  the  largest  audiences.  This 
machine  is  regularly  equipped  with  the 
S.V.E.  semi-automatic  vertical  slide  changer 
which  takes  either  glass  slides  or  Eastman 
Ready-Mounts,  and  is  so  constructed  that  the 
Eastman  Ready-Mount  changer  may  be  in- 
stantly attached.  Complete  with  300-watt 
lamp,  5"  Series  "O"  anastigmat  objective 
lens,  semi-automatic  slide  changer,  and 
leatherette   carrying   case. 


Spencer  Model  "MK" 

(For  miniature  slide  projection) 

The  Spencer  Model  MK  Delineascope  offers 
quality  and  efficiency,  combined  with  com- 
pact size  and  moderate  price.  Optical  sys- 
tem projects  images  of  a  uniform  brilliance 
and  clarity.  Design  provides  for  addition  of 
attachments  for  projecting  roll  film  and 
viewing  strip  film  before  making  slides.  A 
large  well  ventilated  lamp  house  keeps  the 
equipment  cool  enough  to  handle  at  all 
times.  Very  sharp  definition  is  secured  by 
corrected  Spencer  projection  lens  of  5"  focal 
length.  Includes  10'  of  rubber  covered  cord 
with  switch.  The  projection  lamp  is  100-watt 
capacity.  The  lens  is  of  5"  focus  and  an 
aperture  of  f;3.6.  Height  7'2".  Width  4'4". 
Length  11 'iz".  Weight  5  lbs.  A  product  of 
Spencer  Lens  Co..   Bul'alo,  New   York. 


Other  Projector  Models:  Miniature  projectors 
also  manufactured  by  E.  Leitz,  New  York 
City;  The  International  Research  Co.,  Ann 
Arbor  (Argus  Line).  See  your  local  dealer 
for  details  of  projectors  on  this  page.  Keyed 
price  list  on  request  from  Business  Screen. 


Illllllll'lllllllllllllllll^llllllllllllllllllllllllllllllllllllillllllllllllllllli^ 

EQUIPMENT  REVIEW 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiitiiiiii^^ 


ir  Next  in  importance  to  an  efficient  projector,  the  selection  of  a  proper 
screen  is  a  matter  to  which  every  user  of  films  and  other  visual  material 
will  give  thorough  consideration.  The  screen  must  reflect  the  picture  with 
depth,  brilliance  and  realism.  Reflected  light  must  be  evenly  distributed 
for  uniformity  of  scene  and  with  sufficient  brightness  for  each  member 
of  the  audience.  Here  ore  a  few  factors  suggested  by  one  manufacturer  for 
your  guidance  in  choosing  the  proper  screen: 


1.  Where  are  the  pictures  to  be 
shown?  In  the  business  office?  In 
the  classroom?  In  a  large  audito- 
rium?  In  display  booths? 

2.  What  light  sources  will  be  used? 
Mazda  lamps?  Arc  lamps  of  low 
intensity? 

3.  How  large  a  picture  is  needed? 
What    are    the    dimensions    of   the 


room?  How  many  persons  in  the 
average  audience? 

4.  Is  portability  important?  Is  the 
film  program  used  in  the  field?  Car- 
ried by  salesmen?  Shipped  via 
express? 

5.  How  durably  is  the  screen  made? 
What  type  of  material  used?  Kind 
of  handling  expected?  Are  mount- 
ings sturdy? 


DALITE    SCRE 

2723  North  Crawfoid 

Through  Da-Lite  dealers  in  all  prin- 
cipal cities  or  through  his  favorite 
producer,    the    film    user    may    select    the 
proper  screen  for  his  purposes  from  one  of 
the    most    complete    selections    of    screen 
surfaces,    sizes    and    mountings    ever    of- 


COMPANY,    INC. 

Ave.,  Chicago,  lUinois 

fered.  These  styles  were  dictated  by 
the  requirements  of  users  and  ful- 
filled by  Da-Lite  through  the  past  30  years 
of  experience.  Special  problems  and  de- 
tails on  models  not  shown  in  these  pages 
will  be  answered  on  your  written  request. 


from  floor  to  the  lower  edge  of  the  screen. 
Provides  ioT  making  change  in  height  with- 
out separate  adjustment  of  screen  and  case. 


DaLite  "Datex" 

fFor  leaT  projection  at  exhibits,  etc.) 

DaTex  translucent  screens  are  used  for  rear 
projection  at  exhibits,  etc..  and  where  pic- 
tures must  be  shown  under  daylight  condi- 
tions. Fabric  is  attached  to  non-collapsible 
dull  black  frame  of  white  pine:  is  stretched 
to  perfect  flatness,  free  from  graininess, 
spots  or  streaks.  Frame,  fittings  and  tripod 
in  accordance  with  DaLite  standards.  Made 
in  four  sizes  only:  15"  x  20" — 22"  x  30" — 
30"  X  40"  and  36"  x  48"— tripod  adjustable 
in  height. 


DaLite  Model  "B" 

Model  "B"  is  designed  to  hang  on  wall,  or, 
in  larger  sizes,  from  Da-Lite  Super  Tripods. 
Made  in  standard  Da-Lite  sizes  from  22"  x 
30"  to  63"  X  84".  Gross  weight  of  22"  x  30" 
is  5' 2  pounds.  Case;  Slotted,  tubular  steel 
case  with  two  hanger  loops  fastened  to 
case.  End  caps  are  steel  stampings  secured 
to  assure  permanent  fixed  position  for  roller 
brackets,  and  prevent  torque  caused  by 
spring  tension  of  roller.  Roller:  Specially 
designed  heavy  duty  lU",  I'iz"  and  PV. 
Screen  operates  with  ease  of  window  shade. 
Finish:  Black  baked  crystal  finish.  Surface: 
Glass  beaded  surface  standard.  Mat  white 
or  silver  supplied  on  request.  Black  borders 
standard. 


DaLite  "Junior" 

(A   popular,  low-priced  portable   unit) 

Made  in  all  standard  Da-Lite  sizes  from  13" 
X  18  ■  up  to  and  including  30"  x  40 '.  Gross 
weight  of  13"  x  18"  is  1^2  lbs.  Mounting: 
The  Junior  consists  of  our  standard  beaded 
surface  mounted  on  a  round  wood  roller  at 
the  top  and  an  attractive  grooved  moulding 
as  the  bottom  support.  A  spring  wire  up- 
right support  is  included  with  each  unit. 
Adaptability:  The  Junior  can  be  used  by 
hanging  on  the  wall  or  the  straight  ends  of 
the  spring  wire  support  can  be  easily  in- 
serted into  the  sockets  provided  in  the  base. 

DaLite  Model  "D" 

Model  "D"  is  a  modem  streamlined  box 
screen.  Made  in  all  standard  Da-Lite  sizes 
from  22"  x  30"  to  72"  x  96 ';  also  made  with 
square  picture  surface  for  slide  projection 
from  40"  x  40"  to  52"  x  52".  Box:  Black 
leatherette  equipped  with  burnished  hinges 
and  clasps.  Roller:  Specially  designed 
heavy  duty  1  Va",  1  Vz"  and  1  ^4"  diameter 
rollers  are  used,  according  to  sizes.  Mount- 
ing: A  collapsible  steel  center  support, 
equipped  with  a  hinge  bracket,  bolted  to 
bottom  rear  center  of  the  box.  Single  up- 
right, together  with  the  non-sag  tubular  slat, 
assures  positive  and  continuous  alignment 
of  the  screen  when  fully  erected.  Surface: 
Da-Lite  beaded  surface  standard.  Mat  white 
or  silver  surfaces  supplied  on  request  at 
same   prices.     Black   borders   also   standard. 

DaLite  "Challenger" 

The  Challenger  is  a  tripod  and  screen  unit 
and  can  be  set  up  in  15  seconds.  All  stand- 
ard Da-Lite  sizes  30"  x  40"  to  52"  x  72"; 
also  with  square  picture  surfaces  for  slide 
projection  from  40"  x  40"  to  60"  x  60". 
Case:  Re-enforced  slotted  tubular  metal  case 
pivotly  attached  to  the  tripod.  End  caps 
are  steel  stampings.  Tripod:  Steel  with 
center  tubing  and  elevating  rod  square.  Ex- 
tension rod  equipped  with  goose  neck  at  top 
to  receive  screen  and  a  flange  on  bottom 
to  support  and  lift  case.  This  design  pre- 
vents rotating  of  the  case  and  is  fully  cov- 
ered by  patents.  Non-Sag  Tubular  Slat: 
Used  in  pocket  at  top  edge  of  screen  sur- 
face. Roller:  Heavy  duty  1*4",  1 '2"  and 
PV  spring  rollers.  Adjustable  Height:  Has 
three  fixed  height  positions  38",  48"  and  58" 


DaLite  Model  "C" 

(Shown  mounted  on  Super  Tripods) 

Model  C  is  a  backboard  hanging  type,  with 
or  without  metal  cover;  also  can  be  sus- 
pended from  ceiling  or  from  tripod.  Prin- 
cipally larger  sizes  from  6'  x  8'  to  9'  x  12': 
also  made  with  square  surfaces,  8'  x  8'  to 
12'  x  12'.  All  backboards  equipped  wi  h 
special  hangers  for  flush  wall  hanging; 
oversized  metal  spring  rollers;  metal  dust- 
proof  cover;  block  finish.  Beaded  surface 
screen  standard;  mat  white  on  request  at 
same  prices;  black  border  at  small  extra 
cost. 


Scenic  Roller  Mounting 

For  large  screen  sizes  from  8'  x  10'  the 
Scenic  Roller  Mounting  is  economical.  Con- 
sists of  roller  attached  to  lower  edge  of 
screen,  substantial  wood  batten  at  top  edge 
equipped  with  eye  bolts.  Roller  operated 
by  ropes  wound  around  each  end  of  roller, 
through  overhead  pulleys.  For  larger 
screens  12'  or  more  in  width  offers  advan- 
tages over  roller  mounting.  Beaded  or 
seamless  white  surface  recommended;  sound 
screen  on  request.  Sizes  from  8'  x  10'  to 
15'  X  20'. 

DaLite  "Electrol" 

Da-Lite  Electrol  is  a  motor  driven  screen. 
Made  in  standard  sizes  6'  x  8'  to  15'  x  20' 
and  with  square  picture  surface  from  8'  x  8' 
to  20'  X  20'.  Special  sizes  on  request. 
Motor:  Special  3-wire  quick  reversal.  In- 
terlocking gears.  Ball-bearing.  A.C.  110 
volts,  60  cycles  standard.  D.C,  at  no  addi- 
tional cost.  Limit  Switch:  Automatic  limit 
switch.  Switch  Control:  A  three-way  con- 
trol switch  is  provided.  Roller:  Strong,  5  ' 
in  diameter.  Operates  on  ball-bearings. 
Finish:  Prime  white  finish  which  can  be 
painted  to  harmonize  with  surroundings. 
Surface:  Beaded  surface  standard  equip- 
ment. Mat  white  supplied  on  request.  Black 
borders  supplied  at  small  extra  cost. 


Screens—  Continued    on    the    next    page 


111 illlllllllllllllllllllllllllllllllllllllllllllllllllllllltlllllllllllllll^^ 


A     Itf 

IIIIKIIIIIIIIIIIIIIIIIIII 


AUDIO 


VISUAL 

iiiiiiiiiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiin^ 


u    y    E    R  '  s 


GUIDE 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


\imi 


MOTION    PICTURE    SCREEN    a    ACCESSORIES    CO.,    INC. 

351  West  52nd  Street,  New  York  City 


in  the  compiete  line  of  photographic  prod- 
ucts offered  by  Motion  Picture  Screen  &  Ac- 

Britelite-Truvision  "NuMatic" 

{Wilh  a  wide  angle  ciystal  beaded  screen) 

Nu-Matic  Model  is  so  cons'  ructed  and  de- 
signed that  it  has  no  gadgets,  strings  or 
tricks  making  the  operation  (which  is  com- 
pletely automatic)  a  simple  task.  To  open, 
merely  pull  the  handle  on  the  top  support 
of  the  screen  and  it  is  in  position  for  projec- 
tion. To  close,  push  screen  down  and  it 
rolls  automatically  in  position.  The  Nu- 
Matic Model  has  a  Wide  Angle  Ciystal 
Beaded  Screen  Surface  found  also  in  the 
Britelite  tripod  and  De  Luxe  A  Screens  which 
evenly  distributes  light  rays  over  an  ex- 
tremely wide  angle.  Sizes  range  from  30  x 
40  inches  to  42  x  5G  inches.  Special  details 
on  all  screens  on  request. 


Britelite-Truvision  Model  "A" 

(with  wide-angle  crystal  headed  labtic) 

This  is  the  most  popular  of  Britelite-Truvi- 
sion screen  models.  It  is  convenient  and 
can  be  set  up  anywhere  instantly  and  with 
ease.  When  open,  it  is  held  taut  and  erect 
by  a  double  frame  support.  Contained  in  a 
solid  wood  case  covered  wtih  fine  quality 
simulated-leather  trimmed  with  nickel.  Sturdy 
leather  handle  for  carrying.  Sizes  available 
(22"  X  30"   to   54"   X  72"). 


Britelite-Truvision  "Tripod" 

Wide  Angle  Crystal  Beaded  Screen  Surface 

The  Tripod  Model  is  the  practical  screen, 
where  the  essential  requirement  is  porta- 
bility. Easy  to  set  up,  easy  to  manipulate, 
easy  to  carry,  requiring  no  table  or  desk. 
it  stands  by  itself  on  the  floor.  Is  rigid, 
semi-automatic,  and  mechanically  perfect 
throughout.  The  screen  is  contained  in  a 
roller  tube  which  is  pivoted  onto  the  tripod 
and  swings  into  position  easily.  Screen  may 
be  raised  on  tripod  to  desired  heights  to 
7V2  feet  and  over  on  larger  sizes  by  use 
of  spring  release  catches,  All  mechanism 
of  high  quality  plated  steel.  Legs  and 
screen  tube  finished  in  black  crackle.  Closed 
it  presents  a  handsome  compact  unit.  A 
leather   handle  is  attached. 


cessories  Co.,  Inc.  are  these  typical  Britelite- 
Truvision  screens. 


RAVEN        SCREEN       CORPORATION 

314-16  East  35th  Street,  New  York  City 


Raven  Screens  have  been  in  use  in  theatres 
and  featured  in  industrial  and  educational 
use  for  many  years.  With  this  experience, 
Raven's  technical  staff  offers  a  current  line 

Raven  Tripod  Model 

Constructed  of  strong  but  lightweight  metal 
tubing;  easily  set  up;  fold  into  neat  com- 
pact units  for  carrying.  Height  of  screen  on 
standard  model  can  be  adjusted  quickly; 
gear  operated  model  has  efficient  extending 
mechanism  opening  screen  to  full  height 
with  crank.  All  models  attractively  finished 
in  dark  "crackle"  enamel;  both  types 
equipped  with  non-scratch  rubber  feet. 
Screen  surfaces  include:  white  opaque, 
silver  tone,  crystal  beaded,  white  lite  and 
halftone.  Sizes  range  from  30"  x  40",  40"  x 
40",  36"  X  48".  48  "x  48".  39"  x  52".  52"  x 
52",  45"  X  60"  to  52"  x  72"  (standard 
models);  gear-operated  tripod  model  sizes 
range  from  45"  x  80",  60"  x  60".  54"  x  72", 
72"  X  72",  63"  X  84",  84"  x  84".  up  to  72"  x 
96".  Screen  surfaces  same  as  "standard" 
models,  seamed  and  unseamed  surfaces 
vary  according  to  size  and  type  of  material 
desired. 


of  six  different  fabrics  and  eight  types  of 
mountings  to  meet  a  variety  of  problems. 
Screen  materials  include:  Crystal  Beaded, 
Silvertone,    Halftone,    Witelite.    and    Opaque. 


Raven  DeLuxe  Model 

This  deluxe  automatic  collapsible  model  is 
especially  useful  for  sales  and  product  dem- 
onstrations. The  screen  rises  from  a  leather- 
ette covered  carrying  case  by  means  of 
self-acting  collapsible  legs  attached  to  top 
cross-bar.  Slight  upward  pull  erects  screen. 
Best  grade  whitewood  case,  lock  jointed 
corners,  covered  with  leatherette.  Nickel- 
plated  hardware,  leather  handle.  All  Raven 
screen  surfaces  and  sizes  from  22"  x  30" 
to  54"  X  72". 


The  deluxe  automatic  collapsible  model  is 
attached  to  a  special  spring  roller  mounted 
in  a  half  inch  whitewood  case  with  lock- 
jointed  corners,  leatherette  covering. 


Raven  Hanging  Model 

Metal  case  hanging  models  mounted  on 
spring  rollers  in  metal  map  case  are  made 
to  hang  from  wall  or  ceiling;  are  operated 
like  a  window  shade.  Larger  sized  screens 
mounted  in  square  cases  and  operated  by 
means  of  pull  cord  around  spool  at  one 
end  of  roller.  This  reduces  strain,  prevents 
roller  sagging.  All  screen  surfaces  avail- 
able; sizes  range  from  22"  x  30"  to  12'  x  12' 
with  either  square  or  regular  frame  size. 

Raven  also  teatuies  the  Thru  vision  rear 
projection  screen  in  sizes  from  18"  x  24" 
to  45"  X  60". 


RADIANT      MANUFACTURING 

4111  Irving  Park  Road,  Chicago,  Illinois 


CORP. 


Radiant  "Hy-Flect"  screens  are  available  in 
a  wide  variety  of  styles  to  fit  every  purse 
and  purpose.    Features  include:  Glass  bead- 

Radiant  Tripod  Model  "D" 

Model  D  consists  of  a  beaded  screen 
mounted  in  metal  case,  pivotally  attached 
to  tripod.  Adjustable  height  by  means  of 
spring  friction  clutch  so  that  lower  edge 
measures  from  17  to  50  inches  above  floor. 
Hy-Flect  beaded  screen  contained  in  heavy- 
duty  roller  tube  housed  in  crackle-finished 
non-sag  metal  cose:  permanently  attached 
to  tripod.  Leather  carrying  handle  attached 
to  sturdy  clutch  bracket;  double-wall  tripod 
legs  for  rigidity.  Screen  sizes  from  30"  x 
40",  40"  X  40 ',  36"  x  48",  48"  x  48",  39" 
X  52",  52"  X  52",  45"  x  60",  60"  x  60".  up 
to  52"  X  72".  Zipper  carrying  bag  of  black 
waterproof  imitation  leatherette  optional. 


ing;    guaranteed    whiteness;    brilliant    glare- 
less  surface;  positive  perfect  aligrment. 


Radiant  DeLuxe  Model  "A" 

A  carrying  case  model  which  sets  up  in  a 
few  seconds  for  table-top  presentations. 
Simply  pull  up  top  wood  batten  and  screen 
comes  up  evenly  from  high-tension  spring 
roller.  Two  end  supports  come  up  automati- 
cally to  hold  screen  smooth  and  rigid.  Con- 
tained in  black  leatherette  carrying  case 
with  leather  carrying  handle;  nickel-plated 
hardware.  Radiant  "Hy-Flect"  beaded  sur- 
face screen;  sizes  from  30"  x  40"  to  52"  x 
52".  Other  Ftadiant  models  include  Tripod 
Model  "T",  Economy  Model  "L",  Box-type 
Models  "S"  and  "C"  and  Wall  Type  Model 
"W". 


1IIIIllllllflll!lllllllltllllIIIIIIIIIIIIII1lllllllll[|||||)IIIIIIIIIIII|lll| 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^ 


lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllltlllllllll^ 


THE  1940-41  EQUIPMENT  REVIEW 

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 


FILM   STORAGE  EQUIPMENT 


NEUM ADE 

427  West  42nd  Street 


PRODUCTS 


This  well-known  maker  of  professional  mo- 
tion picture  equipment  also  specializes  in 
film    storage    and    handling    equipment    for 

Filmstrip  Cabinet  "MF-34" 

The  wide  range  of  duslprool  and  fireproof 
film  storage  units  begins  with  this  small 
but  efficient  steel  filmstrip  cabinet  which 
holds  34—100  ft.  rolls  of  35mm.  width  film- 
strip  on  reels.  Index  card  holder  for  each 
reel;  door  provides  shelf  when  lowered. 
Equipped  with  humidifying  tray.  Cabinet 
size  29"   long.   14"  wide.   10"  deep. 


Filmstrip  Cabinet  "MF-6" 

A  six-drawer  steel  cabinet  to  accommodate 
filmstrips  of  various  lengths.  Will  hold  over 
300  of  1  '2"  paper  labelled  lid  cans  of 
35mm.  strips.  Each  drawer  has  six  adjust- 
able dividers:  two  large  index  card  holders 
for  each  drawer.  Overall  size  15"  wide,  12" 
deep,  13"  high.  Finished  in  olive-green 
enamel.* 


COR  PORATION 

New  York  City 


the  16mm.  department.  In  addition  to  the 
cabinets  on  these  pages,  projection  tables 
and   rewinders   are  described   elsewhere. 


^liwp' 


-— -ar^^ 


Neumade  Model  "MM-16" 

For  storing  motion  picture  films,  the  Inno- 
vation (sectional)  Models  offer  a  practical 
solution.  Each  section  an  individual  cab- 
inet for  800.  1200  or  1600  ft.  reels,  with 
humidor  tray  and  index  cards.  Model  MM16 
shown  holds  17  reels  of  above  sizes,  with 
or  without  cans.  Made  of  heavy  gauge 
steel  with  3-point  latching  device.  (Choice 
of  single  drop  or  double  doors  -  unless 
drop  type  specified,  double  door  supplied). 
Overall  size  29"  wide.  21 '2"  high,  17"  deep. 


Neumade  Model  "MM-55" 

A  self-contained  complete  film  storage  cab- 
inet which  holds  fifty  800,  1200  or  1600  fool 
reels  with  or  without  cans,  the  MM-55  is 
a  film  department  in  itself.  Index  cord 
holder  for  each  reel,  removable  drawer  for 
humidification  of  cabinet  or  utility  purposes. 
Double  interlocking  doors  have  key  lock. 
Overall  size  53"  high,  41"  wide,  16"  deep. 
Standard  finish:  olive  green  enamel,  bciked- 
on,  with  polished  chrome  handles,  hinges, 
etc.  Other  finishes  available  on  special 
order. 

fConfinued  on  the  next  page) 


They  'beat" 
the  Auto  Shows 

^  Long  l>efore  you  see  the  1941 
models  at  tlie  Auto  Shows,  Spen- 
cer Delineascopes  are  busy  giving 
thousands  of  dealers  their  first 
view  of  the  new  cars. 

Just  as  motor  car  manufacturers 
have,  you  may  find  that  the  pro- 
jection of  natural  color  slides  is  a 
most  effective  way  of  introducing 
a  new  product  to  your  selling  or- 
ganization —  or  of  re-vitalizing 
their  sales  presentation  of  your 
present  line. 

Brilliant  illumination  is  an  out- 
standing characteristic  of  Spencer 
projectors.  Priced  from  $22.50  to 
$225. 

Write  to  Dept.  JSd  for  litera- 
ture on  the  instrument  in  which 
you  are  interested. 


/((    /e/( JK    /or   514"    *   4"    or    4"    x 

5"  slides,  1500  vatts;  GK  for  2"  x 
2"  X  3\i"  X  4"  slides,  T50  traits; 
and  MK,  MK3  for  2"  x  2"  slides, 
loo   lo  300   trails. 


Spencer  Lens  Company 


Buffalo 


New  York 


KEYED  PRICE  LIST 

Beccruse  of  changes  in  prices, 
etc.,  a  separate  price  list  of 
equipment  covered  in  the 
1940-41  Equipment  Review  is 
published.  Sent  on  written 
request  to  all  users  and  pros- 
pective users  of  visual  equip- 


SENT  ON  REQUEST 

ment  and  supplies  — without 
obligation.  Extra  copies  oi 
this  edition  also  available  for 
limited  distribution  at  50c  per 
single  copy;  sent  postpaid  in 
U.  S.  A.  Included  in  sub- 
scription: 8  numbers  for  S2.00. 


o 


OBlGl^f^UTY  PIUS 
TECHNtCAl  SKILI 

mirror  a  pmtlurers  ability.  •  • 

I.U.   8.   NORLING    PRODUCTIONS    GAVE 

;;-„rR;si":m;r.s.oiH.R..o..c.s.. 

,     A  sound  Motion  ^^^^  j^^^" 

Three-Dimensional  Teclun     ^^^^^^^^^^  ^^^^ 

"NEW  DIMENSIONS"  chn^ier  «<■'-  co. 

'S:n.ro;:i'''^^ets   Wit..    Kodachro... 

"GDLOU    SONli"     Produced  lor  Coty.  inc. 
..ATra..lo,u.oiVnu.ualPho,o,raphicBeau.y 

"WASHlNliTON, 

VVrtniii  i,^,^„.ri^^  Patriotism 

Produced  /<"■  ""^  "" 

I-         1  \S  innino  Three-Dimensio>u.l  V^\n^ 
Another Crowd-'W  innin^  produced  /.-  '/■<■   , 

THRILLS  tor  YOU"  p.nn^w."""-  «-'—' 


2 


:i. 


1  t-  «i)ecial  scUii'Si 
I  WHATEVER  >"-  '.'^'''V'l'ot:  mu.t  be  your 
„rol,lem.  the  film  «'f  ^,;';   /  °^  »ve  is  to  mirror 

ToUCKS  &  NORUNG  STVVIOS 

245  west  55th  street  ' 

Telephone:  COIumbus  5-6974 


AN  A     U 

iiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiii 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiii^ 

O-VISUAL  BUYER'S 


D     I 

IlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllllllillllllllllllllW 


iiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

GUIDE 

ifliiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiaiiiiiiiiii 


Jill 


FILM  STORAGE  EQUIPMENT 


Sound  Slide  Film  Unit 
The  Modern  Unif  for  Consumer  Selling 


Light  in  weight.  Low  in  price.  Compact  in 
size  .  .  .  Operadio  Explainette  is  the  vocal- 
pictorial  brief  case  of  modern  business. 
Explainette  weighs  about  14  pounds  includ- 
ing projector,  and  measures  lOH  in.  high,  11 
in.  long,  5^4  in.  wide  ...  a  unit  a  salesman 
will  carry  because  it  gives  him  a  powerful 
dynamic  selling  tool  with  which  to  present 
your  products  or  services  in  a  convincing, 
dramatic  manner  to  the  ultimate  consumer. 

Note    comparative    size    with 
stand  and  telephone. 


Explainette    closed.     Easy 
to    carry   as    a    brief    case. 

Operadio       equipment 
used     by     euch     nation 

Chevrolft   ^totor   Car 

Company 

Frigidaire   Division 

General  Motors  Sales 

Corporation 
Vnited  Motors  Service 
Oldsmobile  Aulomobite 

Company 

Delco   Heat  Appliances 

Toaslma^ier    Division     of 

McGratc  Electric   Company 

Chicago    Wheel  &  Mfg. 

Company 

It  alHO   can   do    a   real  job 

for  your  own  organization. 

If  rite  Your  Sound  Film  Producer  for  Full  Particulars,  or  Communicate  icith 

OPERADIO    MANUFACTURING    COMPANY 

Also  makers  of  EXPLAINITONE.  the  larger  sound  sidefilm  unit  for  group  selling. 

Dept.  BSIO.  St.  Charles,  Illinois 

All  operadio  Amplifiers  and  Infercommunicating  Systems  are  Licensed  by  Electrical  Research  Products, 
Inc.,    under   U.   S.   patents  of  American  Telephone  &  Telegraph  Co.   and   Western   Electric  Co.,   Inc. 


Explainette 
with    the    top    cover    re- 
moved ready  to  operate, 


RAVEN  SCREENS 

FOR    BUSIHESS 

The  increasing  importance  daily  of  the  business  screen  has  brought 
with  it  the  realization  that  no  detail  can  be  overlooked  to  provide 
perfect  co-ordination  between,  "lights,  camera,  action!",  and 
"OK — ship  this  order  immediately."  And  between  perfect  pro- 
jection and  the  ultimate  satisfying  reception  is  the  motion  picture 
screen.  It  must  be  perfect.  It  must  fit  the  requirements.  It  must 
complement  and  justify  all  the  painstaking  eflorts  that  have  gone 
into  producing  an  effective  sales  film. 

For  many  years  Raven  Motion  Picture  Screens  have  been  acknowl- 
edged among  the  finest.  Wherever  superior  screening  is  demanded — 
there  will  you  find  Raven  Screens.  At  the  New  York  World's  Fair 
Eastman  Kodak  selected  Raven  Screens  from  among  all  others  for 
their  gorgeous  Cavalcade  of  Color.  No  matter  what  size,  no  matter 
what  model  or  fabric  Raven  Screens  will  fit  your  requirements.  The 
extensive  line  of  Raven  .Screens  stand  ready  to  serve  you.  Your 
inspection  invited. 

For  special  orders  and  complete  injormalion  on  all  models,  sizes, 
types  oj  mountings  and  quanlily  discounts  call  or  write  Dept.  Bsl. 


RAVEN  SCREEN  CORPORATION 


314-16  EAST  35th  ST.  N.Y.C. 


Neumade  Model  "MM-20" 

Another  Innovation  Model  which  can  be  built  up 
like  sectional  bookcases  is  the  MM-20  which  holds 
twenty  400-ft.  reels;  drop  door,  indexed  card  hold- 
ers.   Overall  size,  29"  wide,   14"  high.    10"  deep. 


Neumade  Model  "MM-102" 

A  complete  iilm  department  for  storage  of  100  reels 
or  more  is  the  MM-102  model.  A  large  compartment 
in  base  for  movie  equipment  {18"  high),  five 
shelves  above  to  hold  100  reels  in  separators.  Index 
card  holders.  A  similar  model  is  the  MM- 100  which 
does  not  have  storage  compartment  in  base. 


For  storage  and  work  facilities  combined  the  DC-175 
and  DC-200  Models  are  ideal  (not  shown).  Re- 
winders  and  splicers  may  be  mounted  on  drop 
doors,  ample  utility  drawer  space  is  provided  as 
well  as  storage  facilities  which  may  range  from 
80  to  120  reels  or  more. 


Deluxe  Storage  Facilities 

For  complete  humidification,  storage  protection  and 
simplified  individual  handling  of  prints  or  negative 
stock,  etc.,  the  Neumade  sectional  cabinets  offer 
the  ultimate  in  convenience  and  sturdy  construction. 
ST  cabinets  holding  400,  800,  1200  or  1600  foot 
reels  may  be  accommodated.  Each  compartment 
contains  one  or  two  reels  with  or  without  cans. 
Built  of  steel,  double  wall  construction  throughout 
with  V2"  air  space  between  each  section.  Separate 
doors,  handles  and  index  card  holders.  Doors  have 
special  reel  carriage  and  close  automatically  when 
reel  is  inserted.  Made  in  units  of  5,  6.  8,  10  or 
12  compartments. 

Other  Neumade  storage  items  include  open  iilm 
racks  (RK)  and  the  small  "Junior"  line  of  10  and 
20  reel  capacity  cabinets  holding  400  to  1600  toot 
reels.  Intormation  on  these  and  other  models  on 
request.  Also  projection  and  editing  tables,  le^ 
winders,  etc. 


R.  M.  McFARLAND   &   ASSOC. 

520  North  Michigan   Avenue.  Chicago,  111. 

Sound-slide  equipment  and  supplies  include  needles, 
lamps,   shipping  cases,   screens,   cords,   musical   rec- 

Slidefilm  Carrying  Case 

Record  and  Film  Carrying  and  Storage  Case — 
strongly  built  —  snappy  in  appearance  —  grey  or 
brown  tweed  covering  —will  carry  or  store  ten  films 
and  records.  Da-Lite  beaded  screen  in  cover  pro- 
tected against  dirt  and  injury.  Eliminates  carrying 
bulky,  unsightly  cartons  and  confusion  of  packing 
and  unpacking  before  showing.  Also  available 
without  screen.  Thousands  now  in  use  by  Sound- 
Slide   Film   users. 


Slideiilm  Storage  Cabinet 

Sound  Slide  Record  and  Film  Storage  Cabinet — 
strongly  constructed — finished  in  walnut — can  be 
placed  on  your  office  desk.  Will  hold  a  minimum  of 
70  films  and  70  records  (16  inch).  Seven  shelves 
for  records  and  special  drawer  for  films.  Can  be 
locked.  Special  library  reference  record  card  on 
inside  of  lid.  Lid  slides  back  into  case  when 
opened.  Records  stored  flat  which  prevents  warp- 
ing.   Size   13"  high  x    17"   wide  x   18"  deep. 


Send   tor   this   tree    reprint   booklet! 

"Solving  Your  Problems  With  Sound-Slide 
Films"  the  series  of  articles  which  has  been 
appearing  in  Business  Screen  is  now  in 
booklet  form.  Your  copy  awaits  your  re- 
quest.  No  charge. 


1 

mu 

1 1 II 

^        ^ 

ords  (33-1  3  r.p.m,)  tripod  chart  stands, 
zipper  covers  for  equipment  and  screens, 
entertainment  sound  slidefilms,  pull  cords, 
lamp  clips,  projector  legs,  lenses  and  a 
complete  line  of  sound  slide  and  silent  slide- 
film     projector     equipment. 


Illllillllllllllllllllllllllllllllllllllllll 

THE 

iiiiiiiiiiiiniiiiiiiiiiioiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiin 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw 
1940-41  EQUl 


iiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiii 

PMENT  REVIEW 

iiiiiiiiiniiiiiiiiiiiiiiiii 


Radiant  Lamp  Corporation 
Newark,  New  Jersey 


PROJECTION      LAMPS 

if  The  increasing  use  of  color  film  and  the  growing  size  oi  audiences 
attending  showings  has  made  illumination  an  important  projection  prob- 
lem. Projection  lamps  are  supphed  by  General  Electric,  Westinghouse  and 
Radiant    Lamp    as    well    as    by    the    leading    projection    manufacturers. 

Radiant  specializes  in  concentrated  filament 
lamps  of  which  a  great  majority  are  de- 
signed for  use  in  commercial  and  profes- 
sional slidefilm  and  motion  picture  equip- 
ment. Radiant  spots,  floods  and  photo  cell 
exciter  lamps  are  likewise  widely  used. 
Described  below  are  a  few  typical  Radiant 
models. 

35  mm.  Projection  Lamps 

A  lamp  of  many  uses  is  the  Radiant  Stere- 
opticon  for  35mm.  portable  motion  picture 
projection.  Specifications:  Recommended  ven* 
tilation  -  -natural;  Watts  500:  Volts  100. 
105.  no.  115.  120;  Bulb  T-20:  Base  Me- 
dium Prefocus;  Filament  construction  — 
Monoplane;  Initial  lumen  output — 12750, 
Light  life  varies  depending  on  usage;  Mo- 
tion picture  projection — 50  hours;  advertis- 
ing spotlighting  200  hours;  advertising 
projection  500  hours;  advertising  floodlight- 
ing— 800  hours.  All  models  are  constructed 
of  heat  resisting  glass. 


Slidefilm  Projection  Lamps 

Shown  (at  left)  is  the  Radiant  lOO-watl  T-8 
bulb  monoplane  filament  lamp,  available  in 
models  for  use  with  SVE,  Argus.  Burton, 
Spencer,  Bousch  and  Lomb,  HoUoway.  Lee. 
Leitz,  Agfa  Ansco,  Recordak  and  other  slide- 
film   projectors. 


Radiant  Photo  Cell  Exciter  lamps  are  avail- 
able for  use  in  virtually  all  16mm,  portable 
and  35mm.  portable,  semi-portable  and 
standard  theatre  models. 

Radiant  Stereopticons 

Unless  the  projector  is  fitted  with  a  cool- 
ing system  or  heat-absorbing  filters  it  is 
not  advisable  to  use  lamps  of  higher  than 
normal  light  output  as  the  increased  heat 
will  damage  the  slides.  A  typical  cooling 
system  consists  of  a  small  blower,  attached 
to  the  projector  housing,  which  directs  a 
blast  of  air  against  the  slide.  Heat  filters 
may  be  either  water  cells  or  heat-absorbing 
glasses  placed  between  the  lamp  and  slide. 
Shown  here  is  a  typical  stereopticon  ior 
glass  slide  and  opaque  projection;  a  1000- 
watt  T20  bulb,  monoplane  filament  lamp 
produced  by  the  Radiant  Lamp  Corporation, 
Newark,  N,  J.  The  lamps  are  individually 
designed  for  use  with  Balopticon.  Besseler, 
Brenkerl.  Brischograph.  Coinomatic,  Delinea- 
scope.  General  Motorsign.  Keystone.  Koda- 
slide.  Leitz.  National,  Smithian,  Stereomoto- 
graph,   Trans-Lux  and  Victor  projectors. 


8  mm.  &  16  mm.  Lamps 

Some  of  the  earlier  projector  models  are 
fitted  with  lamps  of  the  automotive  type. 
Owners  who  wish  to  adapt  such  projectors 
to  more  powerful  lamps  should  have  the 
changes  made  by  removing  the  transformer 
and  lowering  the  socket  '  a  inch  to  correct 
for  the  difference  in  light  center  length. 
The  socket  must  also  be  rotated  so  that  the 
plane  of  the  filament  is  perpendicular  to 
the  optical  axis.  With  these  changes  in 
the  projector,  the  50-  and  100-watt  T-8  bulb 
projection  lamps  shown  above  may  be  used 
interchangeably.  By  the  addition  of  baffles 
to  direct  the  air  around  the  lamp,  it  is 
usually  possible  to  employ  a  200watt  T-8 
projection  lamp  for  greater  illumination. 

Radiant  has  also  designed  the  new  300 
watt  miniature  biplane  projection  lamp  to 
replace  standard  300  watt  single  contact 
bayonet  candelabra  base  lamps  used  in 
8  and  IGmm.  projectors.  Approximately 
one-third     greater     screen     illumination. 


ll!lllll!lllllllillllll)lllll{|||||{||||||||||||||||lllll{illllllilllll{|||||||||||||{|||||IH^ 


-         BUYER'S 


GUIDE 


THE  QUALITY  PERFORMANCE 
OF   THEATRE   PROJECTION 


WITH 


I  OUR  film  sales  message  will  be  more  dramatic,  more  convincing 
and  much  more  powerful  if  the  projector  you  use  is  capable  of 
theatre  quality  reproduction  in  both  picture  and  sound.  Why  take 
a  chance?  Project  your  valuable  sound  films  with  a  DeVry  and  be 
assured  of  professional  presentations  every  time. 

Isn't  it  reasonable  to  expect  a  manufacturer  who  since  191.3 
has  produced  quality,  professional  35  mm  motion  picture  equipment 
for  Hollywood,  deluxe  theatres.  U.  S.  and  foreign  governmental  de- 
partments, to  build  16  mm  motion  picture  equipment  comparable 
to  theatre  quality? 

Business  showmen  have  long  since  discovered  that  the  success 
Oi  their  films  depends  on  the  projector  that  shows  it.  That  is  why 
so  many  RELY  ON  DeVRY!    It  will  pay  you  to  try  DeVry  — too! 


THESE    LEADING    FILM    SPONSORS 
USE     DeVRY     PROJECTION: 


For.l    Mot,,r    ron.,...n. 

llultar    l.ine 

Iniernaliun:)!     Haric-ler    t.n 

11.    J.     lleiny-    Co. 

C^ler|.illar  Tractor  Companj 

Minneapoli-^  Moline  Impl.  C 

Fire»>l(>np  Tire  &  Rubber  i.v. 

Pure    Oil    C;oni[»any 

Standard    Oil    Con>|>any 

General  Klectrie 

a.    F.    Goodrich   Co. 

Pan-  American    Airways 

AlliN-Chalmers    Co. 

Crowell     Publi.hinfi    Co. 

Bell    Telephone    Co. 

liuiik  Motor  Co. 

Goodrich  Tire  &  Rubber  Co. 

Wesiinuhuuse    Kleclric    Co. 

American    Meel    &    \lire 

|{r..>.n     &     WilIiam:.on 

Armslroni-    Cork    Co. 

Tobaoeo    Co. 

Cunard   Line 

„n<i     ,i,»ny    otht-m. 

Plus    I  .    S.    Arm* 

and 

iVavy    Departments 

Tlie  only  manufacturer  with  a  complete  line 
of  35  mm  and  16  mm  recording  and  projection 
equipmeyit  for  professional  and  institutional  use. 


SEE  EQUIPMENT 

SECTION  THIS 

ISSUE  FOR 

COMPLETE 

INFORMATION 

ON  ALL  DeVRY 

16  and  35  mm. 

PRODUCTS 


AJl  DsViif  Projectors  Conform  to  Under ivriter's  Laboratory  Standa7-(ls 


9eVRY     corporation 


nil     ARMITAGE     AVENUE 

tl  E  VV      YORK  Eitablished     I9I3 


CHICAGO 

HOLLYWOOD 


IN   INDUSTRY  &  EDUCATION 

<^Qn  IT'S 


mm.  SOUND 
PROJECTORS 


Licensed  by  Electrical 
Research  Products,  Inc., 
under  U.  S.  patents  of 
American  Telephone  and 
Telegraph  Company  and 
Western  Electric  Com- 
pany,   Inc. 


PICTUREPHONE 

A  radically  new  departure  in  sound  slidefilm  projection 
equipment — a  different  principle  of  design 


The  Picturephone  type  of  flat  construc- 
tion gives  even  distribution  of  sound  in 
the  junior  models.  Case  is  completely 
enclosed- — no  outside  doors,  grills,  or 
fittings  that  can  admit  dirt  or  moisture. 
The  Picturephone  built-in  screen  and 
shadow-box  make  possible  a  good  pic- 
lure  in  an  undarkened  room.  Carrying 
capacity  for  eight  records  and  films. 
Records  are  protected  against  warping 
and  breaking.  S.  V.  E.  Projectors  assure 
the    utmost    in    illumination.    Projector    is 


located  on  operator's  side  of  case,  where 
it  is  most  convenient.  Fourteen  other 
advantages. 


MODELS  A  and  AA  PICTUREPHONES 
are  for  largest  sound  slidefilm  audiences. 
Twelve-inch  speakers — 300-waH  S.  V.  E. 
projectors  with  automatic  re-wind.  Can 
be  used  as  public  address  system.  Play 
records  at  78  and  33  1  3  r.  p.  m.  Outlets 
for   two   speakers. 


Made    in    eight    sizes^a    size    for    every    purpose — by 

0.  J.  McCLURE  TALKING  PICTURES 

Ills   West   Washington   Blvd..   Chicago  Telephone    CANal    4914 


AT  TOP  SPEED 

BY  NATION-WIDE 

Railway  Express! 


Railway  Express  rushes  releases  by  f.ist  trains  and  they  are  dehvered 
promptly  to  clubs,  conventions,  theaters,  schools,  private  homes  and  wher- 
ever you've  routed  them.  You  get  this  service  at  low  RAILWAY  Express 
rates,  and  without  extra  charge  for  pick-up  and  delivery  in  all  cities  and  prin- 
cipal towns.  Use  RAILWAY  EXPRESS  for  all  your  service  shipments— films, 
trailers,  stills,  posters,  promotion  material— everything  that  requires  top-speed 
handling.  A  phone  call  brings  us  to  your  door. 


For  super-speed  use  AIR  EXPRESS 
—  3  miles  a  minute . . .  Spec/ti/  pick-up  —  Special  delivery 


Railwa 


XPRESS 


AGENCV     ^Wr      INC. 

NATION-WIDE     RAIL-AIR     SERVICE 


MINIATURE  PROJECTORS 

(Coniinued  from  Page  34) 

Spencer  Model  "MK-3" 

Same  as  Spencer  Model  "MK"  previously  described 
but  features  300-watt  illumination.  In  this  300-watt 
instrument,  a  fan  cooling  attachment  forces  a  vol- 
ume of  cool  air  across  the  slide  and  through  the 
lamp  house.  The  motor-driven  fan  is  housed  in  the 
special  added  base  shown  and  affords  full  pro- 
tection against  additional  lamp  heat  to  the  films. 
"MK-3"  has  a  three-element  condensing  system  and 
an  efficient  heat-absorbing  glass.  Has  universal 
motor  and  rheostat  for  controlling  fan  speeds. 


STILL      PROJECTORS 


These  instruments  are  especially  useful  for  showing 
of  larger  slides,  opaque  materials  such  as  diagrams, 

Spencer  Delineascopes 

For  showing  opaque  materials  or  standard-size  lan- 
tern slides,  these  precision-made  Spencer  Delinea- 
scopes rank  high  in  projection  quality.  The  Model 
"GK"  is  especially  useful  for  the  showing  of  fine 
color  work  in  large  halls  or  before  convention 
groups,  etc.  With  Models  "V  or  "VA"  the  busi- 
ness or  educational  user  may  show  any  charts, 
diagrams  or  other  opaque  subjects  of  interest  to 
the  observer.  Lantern  slides  may  also  be  pro- 
jected. Model  "VAC"  projects  micro-slides  as  well 
as   opaque   material   and   standard   lantern   slides. 


Spencer  Model  "GK" 

Model  "GK"  Delineascope  is  a  750-watt  projector 
for  2"  X  2"  or  3V4"  x  4"  color  slides  {or  black 
and  white).  Its  special  value  lor  color  projection 
is  enhanced  by  an  ingenious  cooling  system  to 
protect  delicate  color  material  and  by  effective 
optical  design  to  provide  fine  image  quality.  Pro- 
jection lenses  2 '2"  diameter  and  6*2"  to  24"  focus 
produce  screen  images  of  suitable  size  at  distances 
from  10  to  100  feet.  Elevating  legs,  hinged  lamp- 
house,  demountable  condensing  units,  non-sagging 
bellows.  Cooling  fan  has  rheostat.  Includes  metal 
carrying  case. 


Spencer  Model  "D" 

Especially  designed  for  lantern  slide  projection,  this 
500-watt  instrument  is  for  classroom  or  lecture  use. 
Features  tilting  and  elevating  adjustments,  reading 
light,  slide  carriers  with  automatic  lifters  to  aid 
changing,  spiral  focusing  adjustment,  hinged  lamp- 
house,  carrying  handle  and  lamp-house  handle  of 
non-heat  conducting  material.  Non-sagging  bellows; 
projection  lenses  of  51-2  to  18  inch  focus  without 
change  of  condensers. 

Spencer  Models  "V",  "VA" 

For  the  business  lecture  or  for  general  educational 
purposes  where  photographs,  diagrams  and  draw- 
ings, rough  layouts,  charts  and  all  other  types  of 
opaque  materials  may  be  profitably  employed,  the 
Models  V  and  VA  are  used.  Slides,  lilmslides  and 
microslides  may  also  be  projected  with  this  versa- 
tile 500-watt  unit.  Will  project  copy  units  6"  square. 
Rheostat  controlled  cooling  fan,  elevating  legs. 
Filmslide  and  microslide  attachments,  etc.,  optional 
extras. 


Address  Spencei  Lens  Company,  Buitalo.   N.    Y.   for 
compiete  de(aiis  and  iJJus(ra(ed  cafaiog,  prices,  etc. 


charts,   etc.    Address   manufacturers   for   fur- 
ther details,  specifications,  etc. 


^A^ 

l^fl.  i 

k 

JPi 

h 

inn: 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH^ 


AN  AUDIO 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


VISUAL 

iiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiii 


BUYER'S 


GUIDE 

niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiijiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii 


Bausch  &  Lomb  Model  "ERM" 

Especially  designed  for  projecting  opaque  mate- 
rials, either  in  black  and  white  or  in  colors.  Model 
"ERM"  is  a  500-watt  instrument.  Will  project  flat 
or  even  solid  objects  such  as  geological  specimens, 
flat  mechanical  parts,  etc.  Lenses  of  3'2"  diameter, 
14"  focal  length  or  of  4"  diameter  and  18"  focal 
length  supplied;  subjects  up  to  6"  x  GW  can  be 
projected  in  entirety.    Built-in  blower  cooling  system. 


Bausch  &  Lomb  Model  "LRM" 

Projects  either  slides  or  opaque  objects.  14"  focus 
lens  of  G'z"  diameter  for  opaque  objects;  7"  focus 
lens  for  slides.  Larger  if  necessary  for  projection 
of  more  than  20  feet.  Also  a  500-watt  projector 
with  built-in  blower  cooling  system;  balanced  illu- 
mination between  slide  and  opaque  projection. 


I  ms£ 


Bausch  &  Lomb  Model  "AA" 

A  simple  and  compact  instrument  for  micro-projec- 
tion, permanently  aligned,  and  suited  to  a  great 
variety  of  work.  After  the  light  source  has  been 
centered,  it  is  necessary  only  to  set  the  projector 
according  to  the  translucent  chart  on  the  water  cell 
holder,  insert  the  specimen  and  focus.  The  chart 
shows  readings  for  32.  48  and  72mm.  Micro  lessors 
and  32,  16,  8  and  4mm.  Achromatic  Objectives. 
These  optical  settings  cover  all  general  micro- 
projection  problems.  A  water  cooling  cell  is 
mounted  just  back  of  the  substage  condensers  to 
protect  specimen  material  from   heat  of  light   beam. 


FILM  REWINDERS  AND  REELS 


1 


NEUMADE  Rewinding  and 
Editing  Assembly  Unit 
Rewinding  and  editing 
board  complete  with  two 
geared  end  RW-1  (IGOG  ft.) 
rewinders,  HM-6  Griswold 
Jr.  Splicer,  cement  holder 
and  applicator  all  mounted 
on  weighted  porcelain 
panel,  40"  long,  13"  wide. 

NEUMADE  Power  Drive 
Rewind  Assembly  Unit 
Motor  driven  r  e  w  i  n  d  e  r, 
connected  through  variable 
speed  control,  foot  oper- 
ated, equipped  wi'h  throw- 
out  clutch  for  reversing 
film  with  geared  rewinder. 


DeVRY   Rewinder 
Accurately     geared, 
sturdily -built.     Turn- 
screws  adapt  it  to  in- 
stant   use    anywhere. 


MODERN  PROJECTION  STANDS 


DALITE  Projection  Stand.  Consists  of  a 
tripod  and  choice  of  No.  1  or  No.  2  tables. 
Table  No.  1,  designed  for  silent  projectors, 
12"  long  and  5"  wide,  with  adjustable  side 
clamps.  Has  worm  gear  tilting  device.  Table 
No.  2,  12"x20".  will  accommodate  most  sound 
and  slide  projectors.    Non-tilting  but  rota'es. 


AMPRO  Projector  Stand 
Portable  Model  for  fieH 
use,  of  sturdy  all-metal 
construction  —  Collapsii-ie, 
Telescope  Type  to  facili- 
tate transportation  and 
s'orage  —  Rigid  —  Conveni- 
ent Utility  Tray-  -Adjust- 
able Legs — Height  41" — 
Folds  flat  10'2"x21'2"x3" 
— Weight  24  pounds. 


NEUMADE  Projection 
Tilt  Table  T-134 
Sturdily  built  of  heavy 
gauge  steel,  two  rigid 
shelves  for  reels,  projec- 
tor case,  etc.  Top  will  tl! 
to  any  angle  up  to  10" 
rise,  smoothly  and  evenly 
by  two  sets  of  spiral  gears 
controlled  from  one  hand 
wheel.  Adjustable  bar  pre- 
vents    machine     sliding. 


16 mm   J^<Luitameni 


for  the 

COMMERCIAL  FILM  LIBRARY 

SPECIALLY  DESIGNED  FOR  THE  BUSINESS 

FILM  USER.  THE  RESULT  OF  MORE  THAN 

24    YEARS    OF    EXPERIENCE    SUPPLYING 

THE    MOTION     PICTURE    INDUSTRY. 

• 

Your   valuable   films   require   and    deserve    proper   care   and 

protection  or  they  soon  lose  their  effectiveness.    When  filed 

and    preserved   in   special   film   cabinets  they  last  for  years. 

NEUMADE  CABINETS  ARE: 

DUSTPROOF  ALL  STEEL  HUMIDIFIED 

FIREPROOF  INDEXED  TAMPERPROOF 

• 
Professional    Equiptnent    for    Professional    Results 

EVERYTHING  NEEDED  FOR: 

FILING  SHIPPING  CLEANING 

EDITING  STORING  HANDLING 

—  Complete  Film  Equipment  — 

CABINETS  •  REWINDERS  •  SHIPPING  CASES  •  PROJ.  TABLES 
CLEANERS  •  SPLICERS  •  REELS  4  CANS  •  REWIND  TABLES 
FLANGES     •     CEMENT     •     LEADER     •     MEASURING   MACHINES 

SP:>D  for  CATAHtG 

fur  16  mm         ^^^^^ ^^^^i^ppipi^pi^^v  0^^^^         for  35  mm 


^numaHe^ 


PRODUCTS 

(VEST    ♦2-STREET    . 


K'eyed  Price   List   tor   1940-41    Equipment   Sent   on   Request 
Address:  Screen  Service  Bureau,  20  North  Wacker,  Chicago 

^iiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim  iiiiiiiiiiiiiiiiiiiii 


large     addition     to    our     studio-laboratory 
demanded  bv  increased  volume  of  business. 


I  NEW    FILMS    IN    PRODUCTION:  | 

i  HoRMELS                              Deere  &  Co.  1 

1  Tki axTraer  Coal  Co.  | 

1  ScHUTTER  Candy  Co.  1 

1  MiN.NEAPOLlS-MoLINE  g 

1  Rlssell-Mii.ler  Milling  Co.  = 

1  National  B\tterv  Co.  J 

1  Minnesota  Valley  Canning  Co.  1 

1  International  Harvester  ('o.  g 

1*1 

1  Our  'iOlli  Year  Producing  Commercial  Motion  Pictures  g 

I  RlYBELl  FILMS.  liC.  | 

1  sales    films             •             MINLTE    MOVIES             •             SLIDEFILMS  g       l\ 

I  ST.  PAUL                                                        MINNESOTA  | 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiniiiiniiiiiiiiiiiiiiiiiniiiiiiiiiiniiiiiniiiii"^       iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


Ml iiiiiiiiiiiiiiiiiiiiiii 11 Ill I Ill iiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiii iiiiii iiiiiiiiiiii iiii mill II II iiiiiiiiiii I i I I II niiii 

AN  AUDIO-VISUAL 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


B    u    y    E 

;illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllilllllll^ 


iiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiii^^^^^ 

R  '  S  G     U 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiD 

IDE 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


{■^.^:'li!msMmg^^^^migS>kmisiMm>ii^i^.^iP: 


^M-^,»;m^ 


wa§®^!L   ©agiPiL^^   ip!ii®^ii(ei'®si 


■if  In  the  convention  hall  or  wherever  exhibits  of  products  and  ideas  are 
held,  the  motion  picture  and  other  visual  media  help  tell  the  advertiser's 
story  faster  and  more  thoroughly.  In  the  retail  store,  too,  modern  exhibits 
of  merchandise  and  demonstrations  of  manufacture  aid  in  selling  goods. 
For  all  these  purposes  an  entire  field  of  specialized  eguipment  is  described 
for  the  guidance  of  display,  sales  promotion  and  advertising  users. 

CONTINUOUS  MOTION  PICTURE  EQUIPMENT 


Advertising  Projectors,  Inc. 

10  West  33rd  Street,  New  York 

Automotion  Model  "A-2" 

The  Automotion  projector  illustrated  is 
Model  A-2,  which  is  preferred  lor  perma- 
nent installations  of  exhibits  or  sales  dis- 
plays, and  may  be  utilized  as  a  straight 
projector  with  continuous  operation  by  de- 
taching the  screen  and  arms.  Automotion 
projectors  come  completely  equipped  with 
self-contained  screen  and  apparatus  entirely 
enclosed  in  case  preventing  exterior  dirt 
and  objectionable  noises,  or  detraction  to 
the  viewer  by  open  apparatus. 


Automotion  Model  "A-II" 

Model  All  illustrated  here  is  the  Auto- 
motion projector  for  portable  exhibit  use  and 
is  capable  of  heavy-duty  service.  Shows 
color  or  black  and  white  film,  up  to  400 
feet  in  length  continuously,  any  number  ci 
desired  hours,  without  attendant. 


Automotion-Mechanism 

Patented  belt  drive  conveyor  feeds  film 
without  use  of  sprockets.  Optical  system 
equipped  with  500-watt  lamps,  rhodium 
heat-proof  reflector,  fan  -  ventilated  lamp 
house.  Mercury  switch  shuts  off  current  in 
case  operation  is  interrupted.  Automatic 
oiling. 

The  Automotion  projector  is  a  pioneer  in  the 
field,  serving  national  users  of  visual  dis- 
play equipment.  At  the  Socony -Vacuum 
Exhibit.  Radio  City,  New  York,  four  of 
these  projectors  have  operated  continuously. 
twelve  hours  a  day,  seven  days  a  week, 
for  four  and  one-half  years.  In  addition  to 
the  exhibit  model,  there  are  lour  additional 
models   built   for   portable  exhibits. 


Automotion-Model  "SM" 

(New  hgh(weigh(   continuous  piojectoi) 

The  latest  Advertising  Projector  develop- 
ment is  the  Model  "SM"  16mm.  Salesmen 
Continuous  Projector.  Presents  12-minute 
film  of  either  black  and  white  or  color. 
Uses  inexpensive  100.-  200-  or  300-watt  lamp 
for  either  rear  or  front  projection  demonstra- 
tions. Has  self-contained  screen;  including 
film  for  12-minule  showing;  weighs  less 
than  20  pounds  in  self-contained  carrying 
case.  Equipped  with  Universal  AC  or  DC 
motor,  adequate  ventilating  system.  Primar- 
ily for  showings  to  the  individual  customer 
or  smaller  groups  under  normal  lighting 
conditions. 


For  specia!  equipment  designed  to  meet  ex- 
hibit   problems    address    the    manuiacturer 


Specialists  for  more  than  14  years  in  the 
manufacture  of  continuous  projection  equip- 
ment, displays  and  special  automatic  pro- 
jector units. 


Ampro  "Continuous"  Models 

(A  Product   oi  the  Ampro  Corporation) 

Seven  continuous  projector  models  featured 
in  Ampro  line.  Four  are  continuous  units  for 
silent  film;  three  feature  sound.  Unit  pic- 
tured is  CSS,  from  large  cabinet  model 
which  shows  400'  of  continuous  talking  pic- 
tures on  a  screen  15"  by  20".  Projector  is 
Amprosound  Model  U.  Other  sound  units  of 
400'  and  800'  capacity  installed  in  portable 
sound-proof  suitcases  with  10"  speaker  in 
separate  carrying  case.  750  illumination 
general.  Sound  models  operate  on  AC  (DC 
on  150  watt  converter);  silent  models  either 
AC  or  DC.  A  product  ot  The  Ampio  Cor- 
poration, Chicago.  Illinois. 


Bell  &  Howell  "Continuous" 

fManufacfured  by  Bell  &  Howell,  Chicago) 

An  800  ft.  continuous  attachment  of  unique 
design  is  offered  by  Bell  &  Howell  for  use 
with  Filmo  and  Filmosound  Projectors;  shown 
mounted  on  a  Filmosound  model  138.  The 
attachment  is  for  use  with  16mm.  films, 
either  sound  or  silent.  Eight  hundred  feet 
of  sound  films,  at  24  frames  per  second, 
provides  a  22  minute  showing;  silent  film  at 
16  frames  per  second  provides  a  33  minute 
showing,  before  repeating.  Showings  of 
these  extra  lengths  are  very  much  desired 
by  those  exhibiting  at  (airs,  conventions,  etc. 

Contimovie  Attachment  Unit 

The  Contimovie  is  a  continuous  film  rewind 
device  attached  to  any  type  of  projector  and 
designed  to  eliminate  wear  on  film.  Inde- 
pendent concentric  discs  of  the  horizontal 
turntable  prevent  binding  of  film.  Drive  of 
discs  supplied  by  oil-less  friction  discs; 
speed  controlled  automatically  by  weight  of 
film.  Continuous  principle  eliminates  ten- 
sion on  film  and  permits  use  of  any  quan- 
tities of  16  or  35  Mm.  sound  or  silent.  Sizes 
up  to  1600  feet  are  available  larger  capa- 
cities to  order.  A  product  ot  the  Contimovie 
Sales   Corporation   347  Madison  Ave..  N.  Y.  C. 


Victor  "Continuous" 

(Victor    Animatograph   Corp..   Davenporti 

The  Victor  portable  continuous  projector  pro- 
vides complete  silent  or  sound  piciures  at  the 
turn  of  a  switch.  According  lo  the  manufac- 
turer, it  eliminates  operating  "headaches" 
and  high  upkeep  costs  previously  associ- 
ated with  continuous  motion  picture  projec- 
tion, a  patented  "advance-feed"  principle 
that  provides  positive  regulation  of  the 
amount  of  film  fed  from  the  magazine  to  the 
projector  intermittent,  does  away  with  strain 
on  the  film,  prevents  binding  and  breakage, 
and   minimizes   surface   wear. 


:^sgmm0 


CONTINUOUS  STILL  PICTURE  EQUIPMENT 


Advertising  Proj  Model  "CJ" 

(Product   of   Advertising    Projectors,    Inc.) 

Another  innovation  of  the  Advertising  Pro- 
jectors {New  York  City)  line  is  the  Model 
CJ  IGmm.  Continuous  Slide  Projector.  Par- 
ticularly designed  for  national  advertisers 
desiring  visual  display  unit  for  window  or 
counter  display  use  at  lowest  cost.  Shows 
single-frame  16mm.  pictures  using  200  or 
300  watt  illumination.  Cabinet  only  12" 
wide  by  16"  high.  15"  deep,  producing  a 
picture  on  self-contained  translucent  screen 
8"    X    10". 


A    keyed  price   list   ot  all   models   shown   is 
supplied  on  written  request  to  Business  Screen. 


Illlllllllllllllltllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^^ 

THE  1940-41  EQ 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


U      I     P     M     E     N 

iLiiiiiiiiiniiiiiiiiiiiiiniiiiiiiiniiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

REVIEW 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniii 


Bausch  &  Lomb  Model  "AU" 

iBausch  d  Lomb  Optical  Co.,  Rochester.  N.  Y.) 

This  automatic  "Bolopticon"  projects  lantern  slides 
(standard  size)  continuously  upon  a  screen.  Slides 
are  automatically  changed  every  few  seconds.  Dis- 
play cabinet  shown  can  be  easily  removed  for 
conversion  into  projector  loi  auditoriums,  outdoor 
advertising,  etc.  500-watt  projector  lamp  standard; 
1000- wait  recommended  for  unusually  long  dis- 
tances, etc.  Size  of  cabinet.  49^4".  width,  21". 
Picture  size  16  Vz"  x  18".  Minimum  slides,  18;  max- 
imum capacity,  70  slides.  AC  or  DC  operation. 
Uses  either  U.  S.  or  British  standard  lantern  slides. 


DeHaven  Iconovisor 

(The  Automatic  Slideiilm  Piojectoi  Unit) 

An  electrically  operated  Automatic  Slidefilm  Pro- 
jector, for  continuous  operation  —no  operator  neces- 
sary. Patented  Streamlined  Design.  Projects  stand- 
ard single  frame  slidefilm  width  either  in  roll  or 
loop  form.  Takes  looped  films  up  to  35  frames 
under  normal  conditions,  bu'  an  unlimited  lenglh 
may  be  inserted  if  lid  is  left  open.  Time  in- 
terval for  pictures  easily  changed  by  hand.  Also 
available  with  steady  continuous  movement  of  film 
for  special  applications.  Distributed  nationally  by 
Marks  and  Fuller.  Rochester.  New  York. 

DeHaven  Iconovisor — Open 

(For  either  manual  or  automatic  operation) 

The  following  uses  have  been  listed  for  the 
DeHaven  and  other  continuous  units:  (!)  Exhibits 
and  conventions;  (2)  Itinerate  displays  (windows, 
counters  and  by  demonstrators);  (3)  Sales  Promo- 
tions, special  sales,  etc.;  (4)  Illustrated  Lectures. 
The  DeHaven  Unit  features  streamlined  appearance, 
is  fully  automatic,  has  forced  ventilation  for  cooling 
and  is  compact  and  portable  for  ready  shipment 
and  carrying  in  the  field.  Exclusive  distributors: 
Marks  &  Fuller.  Inc..  44  East  Avenue.  Rochester. 
New   York. 


Projects  up  to  350  single  frames  of  35mm.  film  auto- 
matically and  continuously  at  predetermined  inter- 
vals (1,  3.  6  or  IG  sees.).  Automatic  rewind  and  re- 
mote control  switch  available.  Standard  units  oper- 
ate on   110  volts,  60  cycles.    3"  lens;  200-watt  lamp. 

Selectroslide 

(Shows  Kodachrome  slides,  etc..  automatically) 

For  automatic  projection  of  2  inch  sguare  glass 
slides — full  natural  color  or  black  and  white.  The 
magazine  of  the  Selectroslide  will  hold  48  slides. 
It  operates  by  set  automatic  control  over  long 
periods  of  time,  with  no  attention  required- -or  by 
remote  push  button  control.  Sound  equipment  may 
be  attached.  Manufac/ured  by  Spindler  and  Sauppe. 
86  Third  Street.  San  Francisco.  California.  Distrib- 
uted in  New  York  by  £.  Leitz,  Inc..  730  Fittb  Ave- 
nue. New  York  City. 

S.V.E.  "Continuous" 

(Continuous,  automatic  slideiilm  projection) 

S.V.E.  250-watt  Automatic  Picturol  Projector  for  pro- 
jecting slidefilms  continuously  and  automatically. 
Recommended  for  window  display,  convention 
booths  and  general  advertising.  Specifications  i-^- 
clude:  1,  200  frames  or  pictures  can  be  shown  in  each 
strip;  2,  250-watt  Mazda  prefocused  lamp.  3,  S.V.E. 
releasing  mechanism,  assuring  prevention  of  rubbing 
cr  marring  film  emulsion;  4,  equipped  as  standard 
w.th  2' a"  objective  lens;  5,  patented  heat  absorbing, 
heat  resisting  filter.  A  product  oi  the  Society  for 
Visual  Education.  Inc..  100  East  Ohio  Street.  Chicago. 


THE  SOUNDMASTER  PROJECTOR  combines  utility  and  beauty  in  appearance  and 
performance.  Sturcjy  aluminum  alloy  construction  and  many  new  orit^inal  imntre  and 
sound   developments  are  featured  but  prices  remain  within   reach  of  all  potential  users, 

16  mm.  TWIN  -  MOTOR  SOUND  PROJECTOR 

FAR   BELOW  WHAT  YOU  EXPECT  TO  PAY 
FOR  ALL  THESE  OUTSTANDING  FEATURES: 


tian     and      idvm 


.r.     j., 


Hi.ih     I  ,ni,l„. 


•itccha 


»l   far   Itoth 

•  Reteme^     Film     and       iutomaticnUy     Re- 
Kinds    vithout    Chant^in-i    Bells    or    Reels 

•  Saves   Film    uHh    Floatinsi   Ten>.ion   Pres- 
sure   Gate    and    Reces-sed    iiuides 

•  litlomalic    Loop    Setter 


III,,    lt,il;n,,d    H„ttfr    El, 
ilizers     on     Sound     Head 


•     .S. 


'■par, 


e  t'uhlic     iddrt-**  Svstem  .idaptei 
■   ird/i    Record    Vuker  and   Rerun 


Ptay. 

•  tirplnne     Type    Luaga^f 

•  ttill    Shott    a    Still    Pitt, 


Indefiniteh 


TjERE  IS  the  projector-value  of  1941!  These  new  Soundmaster  fea- 
tures clier  the  latest  in  16  mm.  quality  sound  and  pictuie  repro- 
duction: separate  motor  operation  of  ventilating  and  of  film  advancing 
mechanism  to  assure  maximum  cooling  and  even,  flickerless  perfor- 
mance— straight-line,  simplified  film  threading  and  convenient 
controls — vibration-proof  sound  amplification  from  separate  balanced 
amplifier  unit.  These  and  other  features 
provide  maximum  screen  brilliance,  quality 
sound  reproduction  and  sturdy,  dependable 
performance.  Soundmaster's  separate  ven- 
tilation unit  makes  possible  lOUO  and  1200 
watt  illumination,  protects  film.  15-watt 
balanced  amplifier;  governor-controlled  film 
advancing  motor;  2-inch  F  1.65  lens;  12-inch 
speaker.  All  included  in  two  carrying  cases 
weighing  35  lbs.  each. 


Soundmaster 

Record 

Player 

With  iLinli-n- 
ilcltly  inauiiflk' 
im'hup  for  use 
Willi  amplifier 
uiui  shown  at 
Kftiills 


mplete    details 
the   Equipment 


ew  pages 


,J   this 


THE  SOIINDMASTER  AMPLIFIER  &  SPEAKER  are  in  a  separate  unit  assuring 
vibration-proof  performance.  Add  an  inexpensive  microphone  and  obtain  a  ix>rtable 
public  address  system  by  using  regular  speaker  and  amplifier  unit  thus  doubling  utility. 


CLASSROOM  LABORATORIES,  l»C. 

108  East  Ohio  Street  Chicago.  Illinois 

Telephone:  SUPerior  5778 


II iiiiiiii I iiiiii II I inn 11 II II II I II I iiiiiini iiiiiiii m iiim iiniiini » i i ■ ' ' i > > " "< " < 

AM  AUDIO-VISUAL 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiittiiiiiiiiiiiniiiiiiiiiiiiiiiiin^ 


iiiiiiiiiiiiiiiiiiiiii 
BUYER'S  GUIDE 

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiaiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiniiiiii^ 


lilllllil 


26  MILLION 

PEOPLE  IN  THE  U.S.A. 

Attended 

Showings  of  American 

Business  Pictures 

Presented  by  More  Than 

10,000  ORGANIZATIONS 

Having  Their  Own 
Up-to-date 

They   Secured    Their 
Film  Programs  From  .  .  . 


THE  Y.  M.  C.  A. 
MOTION  PICTURE  BUREAU 

19  S.  LaSalle  Street       347  Madison  Avenue 

CHICAGO  NEW  YORK 

351  Turk  Street 

SAN  FRANCISCO 


IMPROVING   SOUND -SLIDE   REPRODUCTION 


YOUR  CAR  NEEDS 
ALL  4  WHEELS 

0  And  your  motion  picture  films 
need  all  4  FEATURES  of  ADE- 
QUATE  FILM    PROTECTION 


I, 


3. 


4. 


INTERNAL 
SOFTNESS. 
To    resist   heat    and 
dry  air. 
EXTERNAL 
TOUGHNESS. 
To    resist    scratches 
and   stains. 
SURFACE 
LUBRICATION. 
To   resist   wear   and 
sprocket. strain. 
PERMANENT 
IMPREGNATION. 
To     resist     loss     of 
protection  in  clean- 
ing. 


Any  three  features  without  all  4  are  no  better 
than  three  wheels  on  your  car.  Genuine  im- 
pregnations, with  SEPARATE  chemical  vapors 
each  doing  its  SEPARATE  job,  give  you  effect 
five  A  FEATURE  FILM  PROTECTION  against 
CLIMATE.  WEAR,  SCRATCHES  OIL  DIRT 
WATER   and    FINGER    MARKS. 

Better  Photo  Finishers  Offer 

VapOrate  protection  for  still 

nefiatives. 


vap^Cj.rate 


VAPORATE  CO.,  INC. 
130  W.  46th  St. 
New  York  City 


BELLiHOWELL   CO. 
1801   Larchrnont 

Ctiicago 

716   No.    La   Brea 

t-lollywood 


•  Sales. MEN  who  have, 
through  neglect  or  otherwise, 
been  forced  to  listen  to  their 
sales  messages  come  off  the 
record  accompanied  by  scratch- 
ing, distortion,  and  other  out 
of  order  noises  in  the  pros- 
pect's office  know  only  too  well 
the  value  of  using  a  good  nee- 
dle with  the  proper  character- 
istics. 

That  record  needles  have 
"characteristics"  should  not 
come  as  a  surprise.  After  all, 
the  needle  is  the  transmission 
medium  between  the  modulated 
record  groove  and  the  repro- 
ducing unit. 

The  photo-micrograph  of 
Fig.  1  shows  a  needle  with  ton 
sharp  a  point  for  the  proper 
coupling  to  the  groove.  Not 
only  will  the  needle  "shimmy" 
and  damage  the  "high  fre- 
quency" groove  modulations 
hut,  by  virtue  of  the  sharpness 
of  the  point,  may  also  dig  up 
the  groove  bottom  for  some  dis- 
tance before  the  point  is  worn 
down  by  friction.  This  results 
in  poor  tone  and  distortion. 
The  "high  frequencies"  of  a 
voice  give  clearness  or  bril- 
liance in  reproduction.  Re- 
corded sales  messages  depend 
on  the  quality  of  the  voice  and 
inflections  of  speech  to  put 
over  a  good  story.  Since  the 
greater  portion  of  the  recorded 
voice  is  in  the  upper  frequency 
range,  it  can  be  understood 
'■/hy  it  is  necessary  to  repro- 
duce the  record  with  clearness 
and  no  distortion. 

Fig.  2  shows  a  needle  with 
too  broad  a  point.  The  needle 
rides  the  top  of  the  groove,  is 
poorly  coupled  to  it,  and  also 
has  a  tendency  to  erase  the 
higher  frequency  groove  modu- 
lations by  riding  through  them 
in  a  straight  course. 

The  Photo-Micrograph  of 
Fig.  3  shows  a  needle  that  has 
"shouldered"  due  to  excessive 
wear.  It  not  only  completely 
fills  the  record  groove,  thus  re- 
stricting free  motion,  but  also 
rests  on  the  record  surface.  It 
cannot  reproduce  properly  be- 
cause of  the  added  pressure  at 
the  sides,  and  will  damage  the 
top  of  the  groove. 

Fig.  4  shows  a  needle  with 
correct  tip  radius  to  properly 
fit  the  groove,  and  an  included 
point  angle  which  permits  free 
motion  of  the  needle  at  all  re- 
corded frequencies  and  ampli- 
tudes. 

Ordinary  steel  needles  wear 
down  quickly  vrithin  a  few 
turns  of  the  record  as  shown 
in  Fig.  5.  This  forms  sharp 
edges,  causing  rapid  record 
wear.  Since  sales  records  run 
from  3  to  15  minutes  duration, 
it  is  essential  to  use  needles 
which  will  give  long  life  with 
proper  points  so  as  not  to  dam- 
age the  record  grooves. 

The  Permo  -  Point  needle, 
shown  in  Fig  4,  is  made  with 
Osmium,  Ruthenium,  and  Rho- 
dium tips,  ground  to  proper  ra- 
dius and  is  wear  resisting, 
gives  long  life  and  reduces 
record  wear  to  a  minimum. 


•  For  proper  presentation  of 
sound  slidefilm  programs,  the 
choice  of  a  proper  needle  is  of 
utmost  importance.  Regular 
phonograph  needles  wear  down 
records,  do  not  give  good  re- 
production. Even  "shadow- 
graphed"  and  other  customary 
sounti  slidefilm  needles  should 
be  used  only  once. 

At  the  end  of  the  showing, 
remove  the  needle  from  the 
pick-up  arm  —  never  leave  a 
needle  in  the  arm  when  the 
machine  is  packed  up  for  car- 
rying   or    shipment. 


HOW  NEEDLES  WEAR:  Fig.  1 
I  top)  shows  point  of  needle  too  stiai'p 
for  proper  coupling  to  record  groove. 
Fig.  2:  point  too  broad  (shouldering- 
damage  to  groove  walla).  Fig.  3: 
Point  of  needle  shouldered  due  to 
excessive  wear.  Fig.  4;  Needle  with 
tipped  radius  to  properly  fit  record 
groove.  Fig.  5:  Ordinary  phonograph 
needles  wear  down  quickly  —  form 
sharp  edges,  causing  rapid  record 
wear. 


PROVE  IT 

TO 
YOVRStiri 


DELUXE  A  MODEL 

30  I  40— $15.00 

Other  sizes 

SI3.00  to  !57,50 


NU-MATIC  SCREEN 

30i4«-SI7.50 

Other  slfes 
itI.TS  to  SJ8.50 


TRIPOD  SCREEN 

30x40-515.00 

Other  jiies 

Sie.50  to  )3S.OO 


Write  ior  your  free 
5"  X  7"  sample  of 
(he  BRITELITE- 
TRUVISION  WIDE 
ANGLE  SCREEN 
FABRIC  and  Re- 
flecfion  Test  Chart. 

Whether  you  like 
a  Box  or  Tripod 
Model,  we  chal- 
lenge you  to  find 
any  other  SCREEN 
which  will  give 
equal  projection 
quality  at  all 
angles  .  .  .  sharper 
definition,  no  glare, 
halation  or  distor- 
tion. Best  for  black- 
and-white  or  color. 
NO  GREATER 
COST! 

See  the  Brltellte 
Lltie  of  Screens,  Re- 
Hecfors, Spotlights, 
Utility  Caioi,  etc., 
at  your  dea/er,  or 
wrife  for  Catalog 
and  Test  Package. 


MOTION  PICTURtSCRetK        BBmiltl 
<.»d  ACCE$SOIllES  CO.,  INC.       JTSI 
■.,3i\  W.»tM.d  St.,  M*w  York  Cify  '*' 


PROJECTION  SERVICE— EAST 


i^^— ^^  A  COMPLETE  — ^^-^^ 
MOTION  PICTURE  DISTRIBUTION  SERVICE 

In  dll  phases  for  Theatrical  and  non-theatrical  pic- 
tures. The  non-theatrical  service  includes  supplying 
projectors,  screens,  operators,  etc.,  and  transportation. 

King  Cole's  Sound  Service,  Inc. 

203  East  26th  St.,  N.Y.C.  Lexington  2-6781 

hocal  operating  points  in  upper  N.  Y. — N.  J.  and  Conn. 


NEW  ENGLAND 


Complete  16mm.  Motion  Picture  ~ 

tHToughout    New    England.       Cor.,, 

erators,    excellent  equipment  and    the 

i_  j_  .    _    jjgssaj-y  (q  handle  your  dis- 

._    __lems  properly.  _       _ 


PROJECTION  SERVICE— WEST 


ALLIED  FILM  EXHIBITORS,  Inc. 

672  South  Lafayette  Park  Place  -  Los  Angeles,  Cal. 

EXHIBITORS   OP  leMM.  INDVSTRIAJ.   AND 
PUBIiIC    BEI-ATIOlrS    FIIrMS. 

56   exchang'es   serving:  250  commnnities   in  the 
Western  Trading*  Area. 

Regional  oftVo 
SAN  FRANCISCO    •    FORTI.AND    •    SEATTLi: 


'iiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

THE  1940 

niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw 


liiioiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiii iiiniHiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiii lilllllil iiiiiiiiiiiiiiiiiiiiniiiiiiiii 

41  EQUIPMENT  REVIEW 

IIIIIIIIIIIIIIIUIIIIIIillliillilllllllllllllililllllllililllllllilliililllllllllllllllllllllllllllllllllllM 


■UlllMlllllllllllllXllll 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiu 


I  COLOR  SLIDE  FILMS?  I 

I  of  Course                   | 

M  Bv   ilie   Patlie-.cope   nielhod.      A   process         | 

M  which    we    have    developed    to    give    ex-         J 

M  celleni    color   at    black-and-uhite    prices.         J 

p  -^   Using  any  standard  35  mm  equipment. 

M  "At   All  the  prints  you  want. 

M  ir   No  gadgets — just  35  mm  film. 

M  ^   No  splices. 

M  'k  Costs   no   more  than  black-and-white. 

p  Of     course     we     make     bhick-and-v*hile 

=  films  as  well  as  color — both  motion  and 

M  slide,  sound  and  silent — and  have  been 

^  making  them  for  over  twenty-five  years. 

=  Ask  fur  denutnstration.      I\o  obligation. 

I  THE 

I  PATHESCOPE 

i  CO.    OF   AMERICA,    INC. 

I  580     FIFTH     AVE. 

I  N  EW  YORK,  N.  Y. 

1  PRODUCERS   Of 

I  MOTION  PICTURES  •  SLIDEFILMS 

I  SOUND    &    SILENT                  | 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


FILM   TREATMENT 
&    PROCESSING 


EMBLEM    OF    ^^^cTj^     CONFIDENCE 

HlliHLKiHT 

your  commercial  showings  with  En- 
tertainment Shorts  in  16nim.  Sound 
Films,    black    and    white    or    color. 

CARTOONS 
COMEDIES 
•  SPORTS  • 
MUSICALS 

with     big     name     bands     and     performers. 

Send   for   catalog   listing  over   1500 
films  available  for   rental  and  sate. 

*       *       » 

WALTER  G.  (5UTL0HN,  Inc. 

3S  West  45tli  Street              New  York,  N.  Y. 

PROJECTION  SERVICE  —  CHICAGO 


IGmm.  INDUSTRIAL  •  MEDICAL  16mm. 

MOTION    PICTURE    PROJECTION    SERVICE 

•   Projection  service  that  assures  your  motion 
pictures    receiving"   the    same    careful   atten- 
tion to   detail   and   sound,  reproduction  as  was 
gi.ven  at  the  time  your  pictures  were  produced- 

TRANS-MEDICA    FILMS 

Serving    Chicago    and    all    Chicagoland 

4214    Lincoln    Ave.     •     Wellington    6930     •     CHICAGO 

(Nighu   and  Sundayi  call  River  Grove  1J62W) 


Film  Rejuvenation 

by  Recono  Method 

•  The  nature  of  photo- 
graphic EMULSION,  and  like- 
wise of  the  base,  makes  film  a 
receptive  medium  for  accumu- 
lating oil  and  dirt.  The  sub- 
stances of  which  the  emulsion 
and  celluloid  are  composed  are 
not  highly  resistant  to  abra- 
sion, and  scratches  appear  in  a 
short  time  under  normal  use. 
Scratching  is  not  usually 
caused  by  the  projector  gate 
but  by  winding  the  film  in  a 
continuous  roll;  the  friction  of 
one  layer  against  the  other 
causes  scratches  and  "rain" 
and  nothing  can  prevent  it. 

The  screen,  being  the  pack- 
age containing  the  film  story, 
is  as  important  to  the  sponsor 
as  the  package  which  contains 
his  product.  Every  effort  is 
made  to  obtain  a  beautiful 
negative  but  once  the  sample 
print  is  seen,  everyone  seems 
to  lose  interest  in  the  quality 
of  the  film  that  reaches  the 
consuming  public.  Scratched 
and  "rainy"  prints  mar  the  ef- 
fect of  the  picture  and  reflect 
on  the  prestige  of  the  sponsor. 
Schools  and  organizations  rent- 
ing or  borrowing  sponsored 
films  are  critical  of  screen 
quality.  The  answer  to  this 
problem  of  presenting  your 
story  in  a  beautiful  unmarred 


package  is  supplied  by  the  Re- 
cono process. 

By  the  Recono  rejuvena- 
tion process,  scratches  and 
abrasion  marks  on  both  the 
emulsion  and  celluloid  sides  of 
negatives  and  positives  are  re- 
moved from  both  3.5  mm  and 
16  mm  film.  The  removal  of 
scratches  is  effected  by  im- 
pregnating the  film  with  chem- 
icals, causing  a  temporary 
swelling  of  the  celluloid  and 
emulsion  layers,  thus  bringing 
together  the  walls  of  the 
scratches.  Neither  distortion 
of  the  film  nor  disturbance  of 
the  picture  results  from  this 
treatment.  No  coatings  are 
used.  Recono  rejuvenated 
film  has  all  the  "life"  of  new 
film.  Recono  is,  moreover, 
exclusive  in  its  field — the  re- 
moval of  scratches  from  16  mm 
and  'i5  mm  film,  both  color  and 
black  and  white. 

Recono  includes  a  free  ad- 
visory  service  covering  any  of 
your  film  problems.  Write  24.5 
W.  5.5th  St.,  New  York  City. 


Pieseivation  of  Films  by  Vaporating 


•  Gel.\tin  is  used  in  photo- 
graphic emulsion  because  gela- 
tin will  absorb  moisture  and 
become  soft,  and  because  it 
will  retain  moisture  under  nor- 
mal conditions,  and  stay  soft. 
This  absorbent  property  of  gel- 
atin makes  it  possible  to  mix 
in  the  photographic  elements 
thoroughly  and  evenly,  avoid- 
ing graininess.  It  makes  it 
possible  to  wind  and  rewind 
the  raw  stock  without  disturb- 
ing the  grain  dispersal  in  the 
soft  gelatin.  It  makes  it  pos- 
sible to  get  the  developing  and 
fixing  chemicals  in  and  out 
through  the  emulsion  with  a 
minimum  of  interference. 

But  when  the  picture  is  on 
film,  softness  and  permeability 
of  the  emulsion  are  no  longer 
advantages.  Softness  encour- 
ages scratches,  and  permeabil- 
ity permits  spotting  and  stain- 
ing. It  is  necessary,  therefore, 
to  toughen  the  emulsion  of  a 
finished  picture  to  resist 
scratches,  and  to  make  it  less 
susceptible  to  stains. 

There  are  many  emulsion 
"hardeners" — based  chiefly  on 
alum,  formalin,  and  the  like. 
All  these  work  the  same  way. 
They  harden  gelatin  by  reduc- 
ing the  moisture  content — by 
drying  it  out  chemically.  Thor- 
oughly dried-out  gelatin  is 
hard  enough,  but  it  is  neither 
elastic  nor  pliable  enough  for 
printing,  projection,  or  even 
safe  storage.  The  use  of  or- 
dinary  hardeners  must  there- 


fore be  in  the  form  of  a  com- 
promise. The  hardening  solu- 
tion must  be  weak  enough  to 
leave  the  emulsion  pliable,  and 
cannot  be  strong  enough  to 
provide  proper  protection. 

Peerless  VapOrate  Film 
Treatment,  the  only  emulsion 
protection  used  extensively  by 
the  major  motion  picture  com- 
panies, approaches  the  problem 
from  a  different  angle. 

Since  the  complete  removal 
of  moisture  content  from  the 
gelatin  and  complete  exclusion 
of  moisture  absorption  by  the 
gelatin  in  damp  weather  are 
necessary  for  adequate  protec- 
tion, and  since  dried-out  emul- 
sion lacks  resiliency,  VapOrate 
flrst  substitutes  internal  lubri- 
cation which  is  less  susceptible 
than  water  to  climatic  condi- 
tions, and  then  toughens  the 
gelatin  solids  in  each  particle 
into  a  resistant,  impervious 
membrane  around  the  core  of 
pliability-conser\'ing   lubricant. 

This  external  lubrication  can 
be  provided  only  in  the  large 
vacuum  installations  estab- 
lished at  various  points  to  offer 
convenient  VapOrate  service  on 
motion  picture  films  through- 
out the  country.  Motion  pic- 
ture films,  therefore,  are  sent 
by  dealers  everywhere,  to  Vap- 
Orate Co.,  Inc.,"  130  West  46th 
Street,  New  York  City;  to  Bell 
&  Howell  Co.,  1801  Larchmont 
Avenue,  Chicago;  or  to  Bell  & 
Howell  Co.,  716  North  LaBrea, 
Hollywood,  California. 


»i  ■««■■»«»» 


ADVERTISING 


that  tO'iES 


People  like  ACTIOM.  Notice  how  many  more 
people  will  pause  at  a  display  in  motion  than 
at   a   window   full  of  dummies. 


Wherever  there  are  people  ...  at  window 
displays  ...  in  department  stores  ...  or  the 
World's  Fairs  and  other  exhibits,  Automo- 
tion,  the  Continuous  16  mm.  motion  picture 
projector,  puts  ACTIOsS  into  your  advertising. 

Automotion  shows  clear,  brilliant  pictures  in 
daylight  or  under  artificial  lighting.  Designed 
and  constructed  for  long,  heavy-duty  con- 
tinuous   projection. 

WORLD  WIDE  USE 

These  projectors  have  been  used  by  Federal 
and  State  Departments  and  leading  industrial 
organizations  for  sixteen  years. 

We  are  the  pioneers  of  continuous  projectors, 
and  the  only  company  exclusively  specializ- 
ing in  all  ref[uirements  of  Continuous  Motion 
Picture  and  Slide  projectors,  also  special 
equipment  designed  and  built. 


Portable  models  for  Exliibits  or  Salesmen  — 
Motion  Pictures  or  Slides. 

Tell  your  story  dramatically,  effectively,  eco- 
nomically, and  continuously  .  .  .  with  Adver- 
tising  Projectors. 

ADVERTISING  PROJECTORS 

INCORPORATED 

10  W.  33rd  Street  New  York 

Telephone:  PEimsylvania  6-8567 

JT  rite    for 
''ACTIOy    IN    ADVERTISING" 


See  Equipment  Review  Pages  for 
Details  ol  Other  Adv.  Projectors. 


ilHlMlBlllllIIlIIIIMilillillillilllllillllira 


llilllllllllllilllllllllllllllllllllllllllillllllilllllllllllllllllllllllllllllilllllllillllllllllilllllllii 


A     N 


AUDIO 


VISUAL 


BUYER'S 


GUIDE 


iiiiiiiiiiiiiiiiiiiiiHiiiiiiiiigiiiiiiiiiiiiiiinHiiiiiiniiHiiii 


liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 


iiiiiiiiiiiiiiiiiiiniiiiniiiiiniiiiiiiii 


WHAT, 
^0 


sviow 


INSURANCE? 


You  arrange  for  insurance  covering 
property — ac:iden_s — lire — bad  debts — every- 
thing except  the  results  you  want  for  your 
investment  in  motion  pictures. 


INSURE 


the  prestige  of  your  company  and  products 
as  reflected  in  your  film  shows  by  NOT 
SHOWING  film  that  is  scratched  and 
"rainy" — which   occurs    from    normal    usage. 

THROUGH  RECONO 

you  can  have  restored  to  good  condition 
all  film  that  shows  signs  of  wear  on  the 
screen. 

ONLY  RECONO  removes  scratches 
and  "rain"  from  both  sides  of  black  and 
white  and  color  films—both  35  mm.  and 
16  mm. 

ITri/f  far  jree  trial  nffer: 

AMERICAN  RECONO,  inc. 

YEARS    OF  SERVICE  TO  MAJOR  HOLLYWOOD  PRODUCERS 

245  West  55th  Street      New  York,  N.  Y. 


PROOF  OF  THE  PICTURE 
IS  IN  ITS  PROJECTION 

A  good  slide  film  or  motion  picture  demands  proper 
projection.  And  proper  projection  demands  a  good 
lamp.  The  Radiant  Lamp  Corporation  specializes  in 
concentcated  filoment  lamps  for  exacting  purposes 
—mokes  more  projection  lamps  rtian  any  other  kind. 
Radiant  —  standard  equipment  on  many  leading 
machines— gives  brilliant,  economical  performance. 
Plan  for  replacement  now— see  your  dealer  today 
and  ask  for  Radiant,  the  Precision  Projection  Lomp. 

• 
FREE:  Lamp  Guide,  giving  explicit  lamp  require- 
ments for  virtually  every  pro/ecfor  in  current  use. 


ire  is  no  charge  or  obligation. 

CORPORATION 
Dept.  IS -I  Newark,  New  Jersey 


SAFEGUARD  YOUR  FILMS 


INSIST 

ON 

FIBERBIIT 

SHIPPING 

CASES 


PROTECT 

16      RECORDS 

AND   FILM 

WHILE 

IN  TRANSIT 


SITUATION   WANTED 

Photographer  —  Slidefilm.  Four  years' 
experience  making'  25,000  stei'eographs 
(including  Kodachromes)  and  managing 
photographic  department  for  a  sales  corpo- 
ration of  internationally  known  educa- 
tional products.  Age  31.  College  graduate. 
Christian.  Married.  Excellent  health  and 
references.  Free  to  go  anywhere,  prefer 
East. 
Box    14-C,    Business   Screen,    Chicago,    111. 


iillllil 


YOUR  SOUND-SLIDE  FILM  PROGRAM 


by  R.  M.  McFarland 

•  The  Sound-slide  film  has  yet 
to  be  made  which  does  not  sell 
someone — something. 

The  effectiveness  of  any  film 
and  of  the  entire  program  de- 
pends upon  two  important  fac- 
tors— a  well  made  production 
designed  to  effectively  meet 
your  problem  and  its  proper 
use  in  the  field. 

Assuming  that  your  produc- 
tions are  the  best  obtainable, 
two  further  factors  must  be 
taken  into  consideration  before 
placing  your  programs  in  the 
field.  First,  your  equipment — 
the  sound  projector  and  acces- 
sories. In  the  long  run,  you 
will  find  it  a  decided  economy 
to  buy  the  finest  equipment. 

Once  your  program  is  in  the 
field,  the  responsibility  for  its 
successful  use  rests  entirely 
upon  the  shoulders  of  the 
salesmen  who  show-  the  films 
to  the  buyers.  The  manner  in 
which  each  showing  is  made 
determines  whether  it  is  an 
asset  or  a  liability  to  the  sales- 
man and  your  company.  The 
following  suggestions  may  be 
helpful : 

(a)  Place  projector  on  a 
firm  table  or  other  base  as 
nearly  as  possible  on  the  same 
level  as  the  screen.  If  the  pro- 
jector is  not  level,  it  should  be 
built  up  as  necessary  by  plac- 
ing paper  under  the  legs. 

(b)  Check  electrical  current 
—is  it  AC  or  DC?  Set  the 
toggle  switch  on  top  of  the 
machine  accordingly.  Now  your 
checkup  shows  no  sound  is- 
suing from  the  speaker  after 
the  20  to  30  second  tube  warm- 
up  period.  What  to  do?  Check 
youi'  current  again.  If  still  no 
sound  comes  out,  reverse  the 
polarity  by  giving  the  plug 
in  the  wall  socket  one-half 
turn.  Make  s'l'.re  the  radio 
tubes  are  all  lighted  and  firmly 
in  their  socket.    Next,  check  all 


electrical   connections. 

(c)  Threading  Projector  — 
Both  the  lens  and  film  gather 
dirt  and  dust  through  projec- 
tion and  handling.  These  spots 
are  always  magnified  on  the 
screen.  So,  before  each  show, 
the  film  and  lenses  should  be 
cleaned  with  a  dry  photo 
chamois  or  a  soft  clean  linen 
handkerchief.  Never  touch  a 
hot  or  warm  lens  with  a  moist- 
ened cloth.  Now  place  film  in 
magazine  (1)  through  film 
slot,  (2)  on  sprockets  (-3)  and 
hold  firmly  against  sprockets 
when  you  close  the  gate.  Then 
focus  and  frame. 

(d)  Room  setup.  Set  pro- 
jector so  that  it  shoots  into 
the  light  rather  than  with  it. 
Darken  the  room  as  much  as 
possible.  Seat  your  audience 
at  least  8  feet  from  the  screen 
and  keep  them  within  a  45° 
angle  of  the  screen. 

(e)  Film.  If  the  film  is 
dirty,  place  a  few  drops  of 
carbon  tetra  chloride  on  a 
clean  photo  chamois,  wipe  the 
film,  then  dry  it.  The  film 
should  not  be  allowed  to  fall 
on  the  floor,  but  rather  should 
unwind  into  the  lid  of  your 
equipment,  placed  on  the  floor 
immediately  under  the  projec- 
tor. Some  projectors  now  have 
a  mechanical  rewind. 

(f)  Volume.  The  amount  of 
volume  needed  depends  on  size 
and  acoustics  of  the  room  and 
number  of  the  audience.  The 
objective  is  good  clear  volume, 
neither  too  low  nor  too  loud. 

(g)  Pace.  This  is  impor- 
tant in  the  showing  of  a  sound 
slidefilm.  The  voices  and  music 
are  recorded  at  33-1/3  revolu- 
tions per  minute.  If  the  repro- 
ducing equipment  is  not  run- 
ning exactly  at  this  speed, 
voices  and  music  will  be  too 
slow  and  the  growing  will 
drag;  if  the  speed  is  too  fast, 
the  voices  will  not  be  clear. 


Out  of  the  Chicago  jaclory  oj  the  D  I'ry  Corporutwn  rolled 
these  sound  trucks  last  month,  six  oj  a  fleet  of  thirteen, 
equipped  with  DeVry  Ibmm.  Interpreter  sound  proj.-clors 
and  pahlic  address  equipment  for  use  by  the  Republican 
\iiliiinal  Commillne  durinfi  the  current  presidential  campaign. 


cnlr  DOES  YOUR 
RECORDED  SALES  MESSAGE 
SOUND^ 

/ 

Put  that  extra  punch  in  your  recorded  sales 
message  wilh  clear,  concise  sound  reproduction. 
Use  FIDELITONE,  the  trouble  free.  long  life, 
needle — do  away  with  constant  needle  changing. 
With  a  FIDELITONE  needle  your  salesman 
and  your  prospects  will  hear  and  understand 
all  of  the   sales   message  on   the   record. 

PERMO   RECORDING   STYLI 

Will  record  the  entire  frequency  range  with  ab- 
solute faithfulness.  Recording  Engineers  praise 
Permo  Recording  styli  for  their  clean,  quiet 
cut  grooves- — try  Permo  on  your  next  recording 
and  increase  the  efficiency  of  your  sales  message. 


^%^>^ 


PERMO  PHODUCTS  CORPORATION 
Manu/ocfuri  n?    MetallargiHi 


6415    RAVENSWOOD  AVE     ^    CHICAGO,    ILLINOIS 

fOllfT 


PRODUCER  DIRECTORY 


OUALITY  PRODUCTIONS 

BLACK  &  WHITE  U  IN  COLOR 


'OJiM{rc)(ni^ 


Division  of 

^S  A  R  R  A, 

1  n  c. 

'           WHItehall  5IEI   -:- 

16  East  Ontario  Street  ■: 

Chicago           i 

•  Motion  Pictures  •  Slide  Films 

•  Recording  •  Animation 

^     LATEST  COLOR  AND  SOUND     ^ 
l.oir  Costs   W  ill  Please  VoH 

FILM  ARTS  CORPORATION 

MILWAUKEE,   WISCONSIN 
717  W.  Wells  St.  Phone  Daly  5670 


—  ill    BOSTON   see   PATHESCOPE 


t^  FILMIN*;     in     U>    mm    phis 

■■  (</</    rhv    loral    aniilc" 


olo 


rental    film.    K>    nun    ■.ouml. 
11/1     the    profirtim" 

I    or    Filmosoiind. 
strell    picturt'". 
U^  PROJIXTION    ■servi.e    coniplcle. 

"Ju!.l    •^ivp    US    the   film    anil   forf^el    iho   deinils" 


l^  I.IHRMtV 


l^  M.K>  ICE    for    jour    Ampr. 
"Get    a   suelt   shiiti-    froii 


PATHESCOPE  CO. 
J,3S  SliKirl  St.,  nOSTON 


Telephone 
COM   0610 


IlllllllllillllillllllllllllllllllllllllllllllllllllllilllllllllllllllilillillllllillW 


THE 


19     4     0 


41  EQUIPMENT  REVIEW 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiin^ 


.1  iiiiljiliililp 

:       :::"•■■• 

_   *   " 

*•  Z  .A  •*• 

*  3  J 


R  T  H 


THE    CIVIC    OP[ll^    BUILDMG 


ACKER      DRIVE 

AT    CHICAGO'S    BUSIHSS    CENTER 


THESE  are  the  halls  of  learning  where 
most  people  obtain  the  greater  part  of 
their  education.  Motion  picture  exhibitors 
are  happy  to  oblige  their  patrons  by  pre- 
senting first-class  commercial  produc- 
tions of  high  educational  content.  (Special 
emphasis  must  be  kept  on  the  term  "first 
class"  productions.) 


Consult  the  theatrical  distribution  de- 
partment which  operates  nationally  in 
this  field  with  an  experienced  field  staff 
devoted  exclusively  to  distribution  work 
of  this  highly  specialized  character. 
Nothing  less  is  required  to  market  the 
best  of  merchandise  in  one  of  the  world's 
most  competitive  markets. 


iere*s  nothing  Avrong  with  American  business  that  better  salesmanship  can't  cui 


e  JAM    HANDY  On^anl^atlon 

Sales  Meetings        Slidefilms  •  Talking  Pictures    .    Convention  Playlets 


New  York 

9  West  44th  Stre<l 
VAnc(erbi;(  ii2S0 


Hollywood 


Chicago 


7046  Hollywood  Boulerord 
HEmpslead  S809 


230  N    Michigan  Boulevard 
STAl»  S7Sa 


^  Detroit 

2900  Eait  Grand  Boulevard 
MAdJion  2450 


Dayton 


702  Mutual  Home  Building 
ADams  S3B9 


^  Wilmington 

922  Shipley  Street 
W/lininglon   4-2401 


41-  79 


S 


a 


y/lTHt> 


KAWW 


^?^ 


26  ^983 


•iiil'"' 


I.  ,■ , 


:•„•:' •;-:->:■  •'fir"  MB 


'■'WM