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REFERENCE
COLLECTION
CLEVELAND
PUBLIC LIBRARY
ig^^j^t^^^^^^^^^^
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BUSINESS SCREEN
M
A G
A
1^ E
MliEH I • l!)4!l • (H HIE FIRST NATIONAL AUDIO-VISlAl BUSINESS JOUR; k
THE VICTOR LITE-WEIGHT
^16mm SOUND MOTION PICTURE PROJECTOR
Around the conference table, the Victor Lite-Weight with your
own sales films gives the top demonstration of your product. Portable,
compact and easily operated, the Lite-Weight is your top "traveling
salesman" and "sales closer."
With countless 16mm films, the Lite-Weight also trains employees in
safety principles and company techniques. For relaxation during rest
periods, there are many entertainment films available.
Ask your nearest Victor Headquarters for a Lite -Weight demonstration
or write for Victor's new industrial folder.
ga
/m
A D;V/S/0N of CURTISS-WRfGHT CORPORAT/ON
Dcpt BW-7rf','rtome Office and Factory Davenpori, Iowa . • New York • Chicago ■ Oisiributors Throughout the World
MAKERS OF MOVIE EQUIPMENT SINCE 1910
mam
51- '>'591t
AMONG MANY CLIENTS SERVED REPEATEDLY BY CARAVEL:
American Bible Society . . . American Can CompanY • • • American Telephone and Telegraph
Company . . . Associated Merchandising Corporation . . . Black & Decker Manufacturing Co.
. . . Godfrey L. Cabot, Inc. . . . Ethyl Corporation . . . The B. F. Goodrich Company . . . Kenwood
Mills . . . Mohawk Carpet Mills, Inc. . . . National Lead Company . . . Pepsi-Cola Company . . .
Pure Oil Company . . . Socony-Vacuum Oil Company, Inc. . . . United States Rubber Company
* * *
WHERE WERE YOU
* * * *
«'
t
ON THE NIGHT OF
JANUARY 11, 1949?
On Tuesday evening, January 11, 1949,
thousands of families— in fourteen met-
ropolitan centers and surrounding
towns— sal before their television sets
and watched the first program ever
to be telecast over the newly-joined Eastern and
Midwestern networks of the Bell System.
Part of this program comprised the televising of
a motion picture entitled "Stepping Along with
Television." It was produced by Caravel for the
Bell System; and it was the FIRST film ever to be
transmitted over the newly-combined networks.
We don't attach too great significance
to the fact that this Caravel film was a
"first"— though it's something pleas-
ant to remember. We do believe that
Caravel would never have been
chosen to produce it if we had not first proved
our ability to do a top-flight job.
If you missed the program on the night of Janu-
ary 11, 1949, we shall be happy to show our por-
tion of it at whatever place may be convenient.
We can't make ALL the films for television, but
we do try to make the BEST.
[
When thousands, even millions of people, are the final judge, is it prudent
to compromise with quality? After all, the TRUE yardstick is RESULTS.
CARAVEL FILMS
]
INCORPORATED
New Tork • 730 Fifth Avenue • Tel. Circle 7-6111
Dettoit • 3010 Book Tower • Tel. CAdillac 6617
'Tf:
mm
"Wi''
Super- service
and super - quality, too !
We know how much the success of your Slide
Film Transcription projects depends on sure
and safe delivery! That's why we make a fea-
ture of our full responsibility when it comes to
supplying your jobs promptly and exactly to
your specifications.
And in addition to "on the dot" service,
Columbia Transcriptions are quality through
and through ! Pure vinylite pressings for utmost
fidelity with minimum surface noise . . . pro-
duced with the most advanced modern studio
recording equipment. Call on us for all the quick,
convincing details.
Among the Clients served by Columbia Transcriptions:
The Jam Handy Organization
Wilding Picture Productions, Inc.
Caravel Films, Inc. • Florez, Inc.
Pathescope Company of America, Inc.
Transfilm, Inc. • Ball Films
Fletcher Smith Studios, Inc.
A Division of Columbia Records Inc. xS^My
A Division of Columbia Records Inc.
NEW YORK: 799 Seventh Avenue, Circle 5-7300
CHICAGO: Wrigley Building,
410 North Michigan Avenue, Whitehall 6000
LOS ANGELES: 8723 Alden Drive, Bradshaw 2-2759
Trodeinoris 'Co/umbio a"ci Qfl fieg. U. S. Pal Off
USINESS SCREEN MAGAZINE
♦CHICAGO
1345 Argyle Street
u
' PON the conclusion of World War II, American industry
furled its "E" flags, resigned its role as freedom's armorer and
turned to the job of manufacturing ci\ ilian commodities for a
"seller's" market in a world hungry for goods long denied.
This seller's market contributed to the decline of real salesman-
ship, and fostered the grouth of the "order taker. " But, no\\^ the
need for industr^ to recondition itself for competitiNC selling
is an immediate problem to manv, and a rapidly approaching
problem for others.
Numerous organizations have made use of Wilding ser\'ices in
finding a solution to this problem. The application of uell
planned sound motion pictures and sound slide films to the
needs of industry has been our business for more than a quarter
of a century. May we ha\'e the opportunit)' of discussing your
problems with you?
NEW YORK
385 Madison St.
*DETROIT
4925 Cadieux Rd.
CTE\^TAND
310 Swetland Bldg.
*HOLLYWOOI
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Neave Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS, INC.
Western Electric
RECORD! NG
3TION PICTURES . SLIDE FILMS . TFJFVTSTON FILMS
Tell Your Story in Color
with the new S.V.E.
"ENTERTAINER" 'M
2" X 2" SLIDE PROJECTOR
Jil
B
With
Automatic
Slide-Changing Mechanism
• Sales meetings, product demonstrations, conventions,
trips through the plant ... all lend themselves to visual
presentations of 2" x 2" color slides. And, these slides
lake on new brilliance and color fidelity when projected
with the new S.V.E. "Entertainer" 300 ... a fine 2" x 2"
slide projector with automatic slide changing mechanism.
The "Entertainer" 300 loads from the top . . . takes 50
slides in Ready-mounts or 20 glass-bound slides. Pressing
plunger changes slides and feeds them on through pro-
jector where they stack in correct order for next show-
ing. New design of optical system gives uniform and maxi
mum brightness over the entire screen area. All optical
elements have ,been coated. The base of the "Entertainer"
300 is heavy to prevent tipping, and the micro-tilt ele
vator controlled by the front knob is smooth and positive.
The "Entertainer" 300 has an attractive Morocco brown
crackle finish with satin chrome trim. Complete with .5"
coated lens and smart, two-tone lift off case, it is being
introduced at $75.00.
Leading Sound Slidefilm
Equipment Manufacturers Use
S.V.E. Projectors Exclusively!
In all leading sound slidefilm units S.V.E. Pro-
jectors are first choice because of their faultless
engineering and easy, dependable operation.
They are built to meet the most exacting pro-
jection re(]uirenients.
Write for folder gi^'ing complete information on
the new '^Entertainer^* 300, Address Dept. SC-2
SOCIETY FOR VISUAL EDUCATION, INC.
100 lait Ohia $tr«»t Chicago 11. III.
PREVIEW OF CONTENTS
Camciit Eye 6
Trends in Visual Communications 10
Right Off the Reel 12
The Offscreen Voice '■}
Feature Articles
Workers Like Their Film Fare 19
Films Fight Cancer 21
The New Pictures: Case Histories 22
BigcIow-.Sanford's Quality Story 24
,\fter-Hours Selling: U. S. Rubber 25
Britain's Prolific Producer 26
Color Control in Film Production 28
Keeping Them in the Dark 29
Departments
The Television Screen 31
In the Picture Parade 36
Men Who Make Pictures 42
Business Screen Executive 44
New Products and Equipment 45
Directory of ,\udio-Visual Dealers 50
Office of the Publisher
812 North Dearborn St., Chicago 10, 111.
O. H. Coelln, Jr., Editor & Publisher
William Ball, Art Director
Robert Whyte, Circulation
Donald Shields
Desk Editor
Richard Menges
Assistant
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue, New York City
Phone:
Riverside 9-0215 or MUrray Hill 2,-2492
Western Editorial Bureau
Edmund Kerr, Western Managn-
6()05 Hollywood Blvd., Hollywood, Cal.
Telephone: Normandy 2-9490
Issue One, Volume Ten of Business Screen Magazine
published February 3. 1949. Issued 8 times annu-
ally at six-week intervals at 812 N. Dearborn St.,
Chicago, by Business Screen Magazines, Inc. Phone
WHilchall 4-6807 8. O. H. Coelln, Jr., Editor and
Publisher. In New York: Robert Seymour, Jr., 489 Fifth
Ave. Telephones Riverside 9-0215 or MUrray Hill
2-2492. In Los Angeles: Edmund Kerr, 6605 Hollywood
Blv.d. Subscription $3.00 (domestic); $4.00 foreign.
Entered as second-class matter May 2, 1946 at the post
office at Chicago, Illinois, under Act of March 3. 1879.
Entire contents copyright 1948. Trademark registered
U.S. Patent Office. Address advertising and circulation
inquiries to Chicago office of publication.
Are Your
Field Men
Projection
Meclianics
?
Or...
Do Tliey
Sit At
The Head
Table?
Modern Can Help Them
Stage Smooth Meetings
• • •
PROFESSIONAL PROJECTION
SERVICE
Any Place — Any Time
PROFESSIONAL OPERATORS with
the latest equipment are located
in 1 50 trading areas to serve your
field needs for perfect presenta-
tion of your film message.
Modern operators, courteous and
well-mannered, have years of
technical skill and experience.
They are familiar with unusual
projection conditions, can provide
special equipment when needed.
This professional service can re-
lieve your field organization of all
mechanical and arrangement de-
tail. Write for Particulars
MODERN TALKING
PICTURE SERVICE, Inc.
9 ROCKEFELLER PLAZA
NEW YORK 20, N. Y. <
142 E.ONTARIO ST.
I CHICAGO 1 1 , ILL.
BUSINESS SCREEN MAGAZINE
M/fEN FOR ^\IV.JS\^5^
... the AMERICAN SALESMAN ... the story of his
vital contribution to the American way of life is the
theme of the 1949 Eelvinator sales training film pro-
gram . . . featuring appliances the salesman can be
proud to sell . . . produced in color, with animation by
CALIFORNIA
"what did these
43 producers do
before there was an
emil velazco
organization . . .
?"
They made good business films, of course, even then,
but under handicaps when it came to securing
adequate film service facilities.
They were either loaded down
by a heavy investment in their own service facilities
(which they couldn't keep in continuous,
economical operation) or were at the mercy of
some competitor in that very same fix.
Or they sweated out a film being serviced by a score
of small individual shops for which they
helped pay a score of individual overhead costs.
How different now for 43 Velazco
producer-clients!
If you are still producing films v/ith
pre-Velazco service facilities,
you should inquire today about our large staff
of film service specialists — and our
modern equipment for recording . . . editing . . .
screening . . . preparing original or
track-recorded musical scores.
Coordinating these specialized skills
and these large resources in an efficient large-scale
operation means lower overhead-costs-per-reel
which we will pass on to you.
723 SEVENTH AVENUE, NEW YORK, N.Y
THE COMPLETE FILM SERVICE ORGANIZATION
CAMERA IIJ
Nafional Safety Council Announces
Details for Annual Film Awards
♦ Ihe N.\TioN.\i, Safety Coun-
(U. announced a series of new
annual public interest awards to
comnuinication media. Topping
the list is an award to "one or
more motion picture producers
performing exceptional service to
safety during the calendar year."
Nominations for the film award
can be made by producers them-
selves as well as by local safety
coinicils and volunteer safety
groups. The closing date for all
1948 entries is March 15. All en-
tries should be addressed to Paul
Jones, director of public informa-
tion. National Safety Council, 20
N. Wacker Dr., Chicago 6, 111.
Kodak Executives Honor Robert
Flaherty at Testimonial Luncheon
♦ The Loiiisiiina Slaty, selected
by the American Academy of Arts
and Letters as its first recognition
of film as an art form, lends tre-
mendous prestige to the sponsored
film field and is definitely a step
in the right direction, according
to Kenneth Edwards, Eastman
Kodak Company's adviser on non-
theatrical films. He spoke at a
testimonial luncheon given in
Rochester for Robert Flaherty,
producer of the film.
Speaking of Louisiana Story, he
said, "It will unquestionably bring
a new dignity and respect to ev-
"LOUISIANA STORY" PRODUCER
ervthing and everyone in this field.
Praising the .Standard Oil Com-
pany of New Jersey for not in-
sisting on customary credit title,
he said, "This action ol the Stand-
ard Oil Company is unique.
Standard has been the first indus-
try bold enough, and in my opin-
ion smart enough, to take thai
final step into the dark— from the-
ory to practice— realizing that to
circulate, a story must be news
and that while a sponsored film
with credit title is just another
picture— a sponsored film without
a credit title is ufiw— definitely an
outstanding event. "
",\11 of the major professional
motion picture critics, including
those of the New York Times and
the Saturday Review of Litera-
ture have spontaneously and en-
thusiastically credited Standard
lor a performance that goes be-
yond the call of duty in the matter
of public service and sets a new
standard for industry in the whole
field of public relations."
English Advertising Film Makers
Set Up Code of Professional Ethics
♦ English film ad\ertisers, through
their Association of Specialized
Film Producers, have set up a
code of ethics for themselves. Rec-
ognizing in an introductory chap-
ter that films and slides are defi-
nitely an important new ad medi-
um, the screen advertising group
points out that the maintenance
of high standards of ethics and
quality in production and presen-
tation can only do them good.
HONORED BY KODAK EXECUTIVES
Documentary 1"u.m Pio.m ir Robert Flaherty was the lionored guest o/ lluse iiuliislry
exerutil'es at Kodalt Part! leeeutlx: ftotit row it to r} are Mr. Ftallerty, Tt}onias J.
Hargrazie, preiidntl. Eastman Kodak Co.. George H. Freyermuth, director public
relations. Standard Oil Co}nj>an\ of New Jersey (tlie sponsor), and fhack nne. I to
r) Adolph Slubcr. vice-president. Eastman Kodak, Rox Stryker, Standard Oil of Xcw
Jersey, Koinctli R. Edwards, Kodak, Edward Peck Curtis, vice-president, Kodak, and
If. 11. Pittter. diieclor oj advertising operations, Kodak.
BUSINESS SCREEN MAGAZINE
USE THIS
FOR THEATER-QUALITY
BUSINESS
MOTION PICTURES
FILMO
I r"^ 70-DA
CAMERA
The 16mm camera choice of professionals, industrial
photographic departments, and advanced amateurs.
Widely used in producing sales, training, and em-
ployee activity films. Loads with 100-foot rolls of color
or black-and-white film. Has three-lens turret head,
seven operating speeds including slow motion. Film
movement mechanism matches that of all Filmo
16mm Projectors, sound and silent, for rock-steady
screen pictures. What you see, you get, with Filmo.
Every Filmo is Guaranteed for Life! During life of
product, any defects in workmanship or material
will be remedied free (except transportation).
One-Case Filmosound
Sound Film Projector
It projects 16mm sound films with the perfection that has
made Filmosounds first choice of experienced business film
users. And it offers you an amazing new flexibility, for it
handles a wide range of audience sizes.
Using the 6-inch speaker that is buUt into the projector
case, this new model is far lighter, more compact, and lower
in price than any previous Filmosound. It is easy to carry,
too, and quick to put into operation. And it provides
more than double the sound output of other lightweight
sound film projectors.
You can handle larger audiences with the same machine,
too, simply by adding an 8-inch or a 12-inch speaker, or
even a power speaker with its own auxiliary amplifier.
Beforeyou buy sound film projectors, getthefuU Filmosound story.
Write Bell & Howell Company, 7108 McCormick Road, Chicago
4.5. Branches in New York, Hollywood, and Washington, D. C.
Bell £: Howell
Since 1907 the largest Manufactnrer of Professfonaf Motflhi PIctmer
Eauinnient fnr Hiii'i/wnnd .inri the World
NUMBER I
VOLUME 10
os^'^i^
•
"National" carbons for I6mm. projection are 4 times
brighter than the next best light source . . . Vi cheaper in
cost . . . and seat 298 more people without sacrificing one bit
of visibility or entertainment value. Ideal for use by schools
and colleges, hotels, churches, industrial exhibitors or in any
large auditorium. For more details, write to National Carbon
Company, Inc., Dept. BS.
The term "National" is a registered trade-mark of
NATIONAL CARBON COMPANY, INC.
Unit of Union Carbide and Carbon Corporation
30 East 42nd Street, New York 17, N.Y.
I J J Division Sales Offices: Atlanta, Chrcaso. Dallas.
Kansas City, New York, Pittsburgh, San Francisco
USINESS*SCREEN MAGAZINE
"One for the money
The biggest value in the field. '2^/0"'
two for the show
Theatre quality image . . . finer tone— the only
8" p.m. speaker at the price.
three to get ready
Ready to operate in a flash—
because it's easier to thread and focus.
four to go?. .
Travels with you handily in light
weight single case unit . . . built to
withstand jars and jolts . . .
plays anywhere on A.C. or D.C.
without convertors. Underwriters'
Laboratory approved.
NATCO, 4401 W. North Avenue
Chicago 39, Illinois
/
M/l^^
WORLD'S FINEST
SOUND PROJECTOR
NUMBER I • VOLUME 10 • 1949
Don't let Your Film
Shift for Itself
FOLLOW-UP PLAN IMPORTANT
Slidefilms and motion picti»es
are so well-established
tliat there is a tendency to
"get out a film" and then to
let it shift lor itself.
This is particularly unfortunate
in the training field
and at least unwise— regardless
of the given objective.
The best results are obtained
when the film buyer
and a progrcssi\e film producer
combine their talents and experience
to design an integrated program!
In sales training (for example)
an integrated program
that will get results
might require field research,
a "train-thetrainers ' school session,
a trainers' manual that they
can really use without stumbling,
bungling, or nuimbling!
Perhaps the program should include
discussion proccdmes, quizzes,
training "on-the-job", illustrated review-
study booklets, and other training aids.
We have created such complete programs
for leading manufacturers. Investigate!
Review these successful, well-rounded
programs based on competent, objective
appraisal of client merchandising needs.
FRANK LEWIS, INC.
RAY BALLARD. VICE-PRESIDENT
IN CHARGE OF THE FILM DIVISION
1725 N. Wells St. DEIaware 7-5420
CHICAGO
SLIDEFILMS MOTION PICTURES
TELEVISION COMMERCIALS
IN VISUAL COMMUNICATIONS
At Twenty-Nine, Charles Hurting Percy
Becomes President of Bell & Howell
•k From out of the Midwest last month came
news of the election of 29-year old Charles
Harting Percy to the presidency of the Bell
& Howell Coinpany. To his fellow Americans,
the success story of this young man, brought
to their attention by the press wires and
broadcasters all over the country, came as a
breath of cool, fresh air that cut cleanly
through the political and economic smog.
In becoming the youngest chief executive of
a major industrial organization in America,
Charles Percy reminds all of us that oppor-
tunity not only lives but that it is a vital
part of our way of life. Here was no favorite
son but a product of a co-operative training
program instituted by a wise leader. The late
Joseph H. McNabb, who was president of
Bell & Howell for 26 years until his death last
month at 61, instituted this training to select
and develop executive talent from promising
high school and college candidates.
Having been associated with the company
for many years, Mr. Percy had filled the post
of secretary since 1942. For the past year, he
acted as chief executive of the company during
Mr. McNabb's absences from the city. Edu-
cated at the University of Chicago, he was
president of the Inter-Fraternity Council, cap-
tain of the Big Ten championship water polo
team, a member of the swimming team and
president of the senior men's honorary society.
During the war, he enlisted as an apprentice
seaman, was commissioned 30 days later.
.Announcement was made at the same time
of the appointment of Albert Summers How-
ell, a founder of the company, as chairman of
the Board. (For other news see Page 44) .
Charles Harting Percy
President of Bell ir Howell Co.
Ned H. Dearborn (left) president of the Na-
tional Safety Council presents 1948 Award of
Merit to Byrnes MacDonald, representing the
Sinclair Refining Co.
National Safety Council "Award of Merit" to
Sinclair for "Miracle in Paradise Valley"
if The Sinclair Refining Company was pre-
sented with the highest award of the National
Safety Council's Farm Safety Conference for
its outstanding documentary motion picture
on farm safety. The Miracle in Paradise Val-
ley. Wilding Picture Productions, Inc., Chi-
cago producers of the film, shared this signal
honor with the sponsor.
Third Award Won bv the Picture
In a special ceremony held at the Rainbow
Grill in Radio City, Byrnes MacDonald, exec-
utive assistant to President P. C. Spencer of
the Sinclair Oil Corporation, accepted the cita-
tion from Ned H. Dearborn, president of the
National Safety Council. This makes the third
award won by The Miracle . . for its Sinclair
sponsors. It was also cited by Boston Univer-
sity and the Cleveland Film Council.
The Miracle. . . . was produced to drive
home to farmers and dwellers in rural com-
miniities the disasterous effects of carelessness
and the extreme importance of safety precau-
tions on the farm and in the home. In the 35-
minute film fantasy, an average American
farmer is inspired by a miracle to transform
his community into a place where persons have
a better chance to live longer and enjoy life
more.
2.000,000 Farmers Have Responded
The film has been acclaimed by audiences
the counti7 over. In fact, it has induced nu-
merous campaigns to practice the safety poli-
cies it promotes. MacDonald, when accepting
the Safety Council award, put it this way, "The
finest evidence of this film's success has been
the individual awards of the more than two
million farmers and rural workers who have
left the showing of this film resolved to con-
quer their carelessness and to remove the safe-
ly hazards about their faiTns and homes."
Actually, The Miracle. ... is only the latest
in a series of public education films sponsored
by Sinclair. These documentaries are the re-
sult of close collaboration among Sinclair, the
LInited States Department of Agriculture and
Extension Service, the National Safety Coun-
cil, and nmnerous agricultural colleges, county
agents, and farmers.
10
BUSINESSSCREEN MAGAZINE
toHt Dsbi booQ D
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boog Y19V9 bnirlsd
sisHt m\v\ 229ni2ud
bnD...m9ldoiq d zi
fDrUt D9bi boog d
.ti 29vlo2
W^e specialize in developing good film ideas that solve problems.
Of course, if you have no problems
You're looking at a film ....
from the business side of the cellu-
loid. Things look a lot different from
this point of view : To the conscien-
tious producer of commercial films
— and especially to his client — the
only mccessiul film is one that
solves a sp0cific business problem.
Because we understand that the
finest production dramatically, tech-
nically or story line-wise, is a flop
unless it solves the client's problem,
our philosophy and technique of
filmaking starts from the premise
that every successful business film
must do a specific job. The day may
i
come when businessmen will buy
films that merely entertain or self-
glorify — until it does, we'll con-
tinue to make films that solve busi-
ness problems.
For more than a decade. Films
for Industry has been solving im-
portant problems for its clients.
Perhaps that is why it has grown
to be one of America's most impor-
tant producers of business films . . .
with one of the largest, self-sufficient
studios in the industry . . . and many
of the country's largest business in-
stitutions among its clients.
// you have a problem in your
business, why not tell us about it?
We'll show you some of our films
(which will give you an idea of our
scope, of our technical p>erfection
which is recognized throughout the
industry) but they, after all, are
solutions to the other fellow's prob-
lem. Then .... we'll come up with
a complete plan for solving YOUR
problem .... story line, sketches,
shooting script, budget, etc There
will be absolutely no (^ligation of
any kind.
We have that mucdi confidence in
films that solve problems.
FILMS FOR INDUSTRY, INC.
NEW YORK— 135 WEST 52nd STREET • PL.\Z.4 3-2800
CIIS CIN !SATI— 1818 BEACON ST. • CHERRY 6350
OUR GOOD RLMS H.\VE SOLN^D PROBLEMS FOR: Ansco • William L. Barrell Co.. I.nc. • Boonton Molding Co.\yANY • Bristol-
Myers Co. • Blruncton Mills, Inc. • Calling All Girls Magazine ■ C. B. S. TELEnsioN • The Cincinnati Milling Machine Co. • Formica
Insulation Co., Inc. • The Gruen Watch Co. • Richard Hldnut Compan-y • Hughes Brush Division, Johnson & Johnson • MacGrecor-Gold-
SMiTH, Inc. • M.iHONEY-TROAST Construction Co. • Modern Packaging .M.«azine • Philadelphia Textile Finishers Co. • Proctor & Gamble •
Pyrene Mfg. Company, Inc. • Reid's Ice Cream • Society of Plastics Intjustries • Spaulding Bakeries • Sun Oil Company • Westinghouse
Electric Company • The Unhis Lens Co. • Yale University-
NUMBER I
VOLUME It
19 4 9
11
RIGHT off the REEL
U. S. Department of Agriculture Shou's
Print Sales Records for Past Year
•k A 4% inciease in sales of U. S, DcpaitiiKiii
of Agriculture films during 1948 was reported
l)y the USDA Motion Picture Service in Wash-
ington. Most of the 2,992 prints purchased
from USDA contractors were bought b\' school
and college film libraries, although a signifi-
cant increase in sales to lonimcrcial distribu-
tors was noted.
In terms of the \oliunc of sales, the ten
leaders are:
1. The River (b&w) 146 prints
2. Realm nf the ]Vild (color) 111
3. A Heritage We Guard (b&w) . 105
4. The Life of Plants (b&w) 73
5. For Health and Hiipl>iness
(color) 67
6. Mosquito— Public Enemy (bic-w) 65
7. Tlie Man Who Missed His
Breakfast (b&w) 58
8. In the Beginning (b&w) 55
9. More Milk (b&w) 53 "
10. Pork on the Farm (b&w) 50
NoTK Le.\ders in Tf;RM.s OF Inco.mk
The ten leaders in terms of cash value real-
ized from sales showed an almost totally dif-
ferent array of films. They are:
1. Realm of the Wild (color) .... 1 II prints
2. The River (b&w) 146 "
3. Forests Forever (color) 36
4. There's More Than Timber in
Trees (color) 25
5. Freezing Fruits and Vegetables
(color) 45
6. The Farm Garden (color) .... 35
. 7. A Heritage We Guard (b&w) . . 105 "
8. Battling Brucellosis (color) ... 35
9. For Health and Hajipiness
(color) 67
10. For Years to Come (color) .... 29
What is the meaning of the two different
lists? According to Chester Lindstrom of the
USDA Motion Picture Service. "The conclu-
sion that may be drawn from this comparison
is that film users are willing to spend more
for color pictiues, but not enough more to
equal the number of black and white prints
purchased. Vou will notice that there are but
two color pictures among the first ten in vol-
lune sales, while the situation is exactly re-
\crsed in the cash value column. This should
give film producers something to think about."
Combined Tools Make Potent Package—
♦ Maiiv producers are beginning to realize
that they do not have to create an entirely new
audio-visual tool to be original or to put across
a screen message more effecti\ch. In a num-
ber of instances, they can choose two or more
techniques from the a-v tool shelf, and. b\
cleverly combining them, fashion a striking
"new look" technitpie that can piu across an
educational or sales message more cogently
and get better audience results.
A case in point is the filmstrip lecture: and
a good working example is the series of six
slidefilms. Human Factors in Safety, produced
by Sarra. Inc. for the National Safiitv Coun-
cil. Three audio-visual tools— the slidefilm. an
instructor's guide and audience take-home ma-
terials—are here combined to make a ])otent
educational package.
Other Materials Are Closely Integrated
Of course, the series of slidefilms is the focal
point of the program. However, the instruc-
tor's guide and the audience literature are
closely correlated with the film. More, they
explain and annotate the film. Thus the
safety lesson is impressed upon the minds of
viewers more forcefully. Since the program
was developed and integrated by an expert in
the subject. Glenn Griffin, senior safety engi-
neer of the Coiuicil. the result is all the more
emphatic.
Producers of film strip lectures can also
(hoose titles and manipulate their subject
matter in such a way that the central message
is stressed. In Human Factors in Safety, the
various slidefilms deal specifically with the
single idea expressed in the film titles: The
Secret of Supeniision, Teaching Safety on the
Job, People Are All Alike, Everybody's Dif-
ferent, Teamwork for Safety, and Safety Case
Histories. The material in each of these films
is arranged to motivate a directed discussion.
12
BUSINESS, SCREEN MAGAZINE
The MITCHELL "16" is enthusiastically
acclaimed by leading commercial pro-
ducers as the first professional camera to
bring theatre -like quality to the 16 mm
screen. Typically MITCHELL in design
and workmanship, it contains the same
proven features that made MITCHELL
cameras famous throughout the world.
/ff/fcAe// Came4*a
CORPORATION
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
tASTEIN liriESENTATIVE: THfOOOtI AITMAN« S31 FIFTH AVENUE • NEW TOtK CITY 17 • MURIAT HILL 2.703a
85% of the motion pictures sliown in tiieotres throughout the world are filmed with a Mitchell
THE/OFFSCREEN
CriCZ
special Report Coming on Film Distribution:
•k Articles, charts and special features have
been piling up our editorial desk these past
months and now it is time to announce the
early publication of a Special Report by
Business Screen editors on film distribution,
its mechanics, problems, and its vitally im-
portant role in the industry.
For 10 years we have presented many ar-
ticles on this subject but we have never seen
a time when it was so important to a producer
and to all sponsors to know the full extent
of the self-equipped audience in these United
States. Or the facts about the kinds of filins
typical audience groups want and don't want.
The appeal of titles, of color, of certain kinds
of content— all these factors enter into the
distribution picture we're about to present.
Most important, too, are the physical facts
about film distribution. How typical film ex-
changes and libraries do their effective work,
how films travel to and from their selected
audiences— all these details and the economic
facts surrounding them are typical features
which should make this Special Report most
important to every user of films in the country.
.\bo\k: Lot Boi'DRE.\u (left) unci Lew Fon-
SECA (right) reviewing World's Series films via
the Cleveland manager's sound projector.
Professional Baseball Champions Show the
Right Way Via 16mm Sou7id Motion Pictures
■k Sports play an important part in our na-
tional life and their importance is reflected
in the immense job being done by films in
serving sports interests in so man\ ways. .Ath-
letic organizations of all kinds now depend on
motion picture training as a regular part of
their routine. And the biggest sports film job
of all is done by organized baseball through
the Promotional Department of the .\merican
and National Leagues of Professional Baseball
Clubs, headed by Lew Fonseca. Lew's 19 base-
ball films (produced since 1934) have played
to an attendance of over 70.000,000 persons.
Individual ball clubs have been increasing
film activities. Cleveland's world-champion
Indians, managed by Lou Boudreau, are
among those who utilize motion pictures in
training techniques. A DeVry 16mm sound
projector travels with the Indians on long
cross-country train rides. By the way, you can
see Lou and other diamond stars in Double
Play Kings of Baseball and in the World Series
of 194fl. Both films are available free, except
for transportation, from Lew Fonseca's depart-
ment at 64 E. Jackson Blvd., Chicago 4.
A Word About the Busitiess Screen Layouts:
•k "There's no doubt about it," writes one ad-
vertiser, "you provide the most effective show-
case for our specialized products of all the busi-
ness papers in the U. S."
Thanks to our good friend and consistent
user of space for nearly 10 years. From its in-
ception. Business Screen was created to reflect
the quality of films and the precision equip-
ment needed to produce and project them in
business and industry.
These pictures cost from |50 to 1250,000
for a single production. The "showcase" which
tells all about them, from "idea to the screen"
has been designed to attract and hold the in-
terest of busy executives. How well it has suc-
ceeded is proven by the complete "sell-out"
of our December, 1948 issue; by the steady in-
crease in paid subscribers, ranging from A.T.-
& T. to Zenith and thousands more like them.
P.S. Note the freedom of display and the un-
crov\'ded positioning of each and every adver-
tisement in the pages of this typical issue. Good
design and planning made it that way.
We would be
PROUD
to hove you see our
Phelps-Dodge Kodachrome picture
ARIZONA
as a representative production.
• May we have the pleasure of
arranging a screening for you?
ATLAS FILM CORPORATION
1111 South Boulevard
Oak Park, Illinois
SINCE 1913
14
B U S I N E S S» S C R E E N MAGAZINE
fi&^/
c^«^
SERVICES
MJV SOPJVn
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
RCA Licensee
NUMBER r ■ VOLUME 10 • 1949
ThfMt*s the opinion of hundreds of
producers using Reeves facilities,
REEVES : Five floors devoted to recording sound and the
production of Movies, Radio and Television shows.
REEVES: Completely equipped and manned by experts
geared for sound recording from a one-minute spot to a
feature production.
REEVES: Where a Producer can work with confidence.
Remember, Reeves is a partner not a competitor.
REEVES SOUND STUDIOS, INC
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The Lurgvst Sound Serrice OrgtMniaation in the J%"orld.
Western Electric Licensee
15
Life- Vitarama Show Goes Abroad
AUDIENCES IN GERMANY, JAPAN SEE "NEW AMERICA"
■k Life Magazine's advertising
piomolion film presentation, The
Xezc Amer'ua, is being shown to
packed liouses in Germany and
Japan. Native narrators deliver
the script, which describes the
American life flashed on the five-
part. lort\-foot screen by a battery
of five double projectors. The
.Arniv took over the king-si/e doc-
umentary and plans to show it in
.\iistria and Korea following its
Germans and Japan showings.
Fullv half of the new version is
original and has not been seen
by the 175,000 persons in 60 U.S.
cities who viewed the panoramic
film din'ing the past two years. At
the request of the .\rmy, the pic-
ture was edited to eliminate the
marketing angle and present a
clear \iew of .American culture.
For export display, the .\rmy
insists that fihns (1) tell the
truth abom our country; (2)
undermine a prevailing European
belief that the war "made" the
U.S. which really has no culture;
(3) stand up for the little man
who docs not fit into the pattern
of big business; (4) show that the
U.S. is a meeting place of races
and creeds; and (5) demonstrate
I he basic freedoms as practiced in
the U.S. In their extensive o\er-
hauling of The New America, the
.\rmy together with the Life staff
stressed these factors.
.\t the New \'ork pre\icw of
the gigantic film [presentation.
Henry R. Luce, editor-in-chiel ol
Time, Inc., reniindcil the audi-
ence thai "iim land is no loiigLi
just oius, but is niiw .i huge part
of the destiny of mankind." Tliere-
fore, he added, .Americans owe it
to the peoples of the world to tell
them "who we are and what we
do." The New America is a tre-
mendous stride in that direction.
.\ccoiding to Life executives,
the State Department would like
to show the film in France and
SLIDES
FOR EFFICIENCY
YOU WILL WANT TO REMEMBER
THESE IMPORTANT FACTS!
Thirty-five millimetef 2" x 2" slides
when aulomaticallY used in Admatic
ore the most practical, economical
and flexible visual film medium. Here
are the reasons:
1. Glass mounted slides never come
in touch with any moving projec-
tor port. Hence they never become
scratched or collect dust or dirt.
2. Slides consequently hove for
longer life. No film breokoge —
no splicing — no plus handling.
3. They remain clear and sharp for
especially long periods of time
when used in ADMATIC Projectors.
4. When a slide message needs to
be changed for advertising or
merchandising reasons oil that is
necessary is to instantly remove
the one that may be obsolete and
instantly replace it with another.
No need to produce an entire new
strip of film or to splice in a new
film sequence.
5. Flexible slide programs con be
mode using 2, 3, 6. 10, 15 or 30
slides with duplicate prints which
can be produced at low cost.
YOU'LL BE IN
GOOD COMPANY!
A few Well Known
ADmatic Users
Aluminum Company of Ametico
American Red Cross
Automobile Club of Michigan
Chicago & Southern Air lines
Delto Air Lines
DeSolo Motor Corporotion
Detroit Edison Company
General Chemical Company
General Electric Company
General Motors Corp.
K'oehler Manufocturiog Co.
Moriborough Sliirl Co.
Monsonio Chemical Co.
Ohio Bell Telephone Co.
Owens-Illinois Glosi Company
Portland Cement Assn.
Sore of Georgio
Stole of Illinois
S ole o( Iowa
S ote of New York
Swift a. Comfony
Sylvonia Electric Corp.
U.S. Government
U.S. Gypsum Compony
A PouU ol §aU "Natural"
llOU Dealer Display rooms
Retoil store departments
Store windows
O.Tice lobbies
Sales offices
Conventions
Personnel waitirig rooms
Employee trairying quarters
Sales meetings
ADMATIC automatically and econom-
ically shows your products and their
special features in a sequence story
with thirty 2" x 2" color slides magni-
fied upon the large cabinet screen.
The brilliant, true color of projected
messages makes ADMATIC an ex-
tremely practical result-getting ad-
vertising medium. Fool-proof in op-
eration — effective in lighted areas
— sensibly priced. Synchronized
sound attachment at nominal added
cost.
Wrife for descriptive circular, price, and ADMATIC projector specifications
HU^nat/c Projector Company
SAirS AND DISPLAY OFFICE
318 West Randolph Street • Chicago 6, Illinois
England after the Army lias fin-
ished with it.
Soviet Union Increasing Picture
Program V^ith New Public Films
♦ The Soviet Union is making a
new effort to educate its people
bv means of audio-visual aids.
rhis month Michurin, a color and
•luiind motion picture dealing with
the career and work of Russia's
Luther Burbank, was released by
the Soviet Ministry of Cinematog-
raphy.
The Russians launched the pic-
ture amid a fanfare of blatant
advertising. For \veeks before the
picture's pre\iew, tiailers adver-
tising the film were shown in the-
aters along with regular features.
Huge advertising signs were plas-
tered all over Moscow and fre-
quent ads appeared in the news-
papers urging all citizens to see
the new motion picture.
The film presents Michurin's
theories on heredity — acquired
traits can be inherited. Numerous
soviet geneticists, biologists and
plant breeders, including T. D.
Lysenko, are now leaning toward
this idea in opposition to the pop-
ularly acceptecl theory of heredity
developed by the famed .\ustrian
monk, Gregor Mendel. Whereas
Mendel found that individual
characteristics are inherited ac-
cording to a mathematical ratio,
the fathers of Russian biology and
plant selection maintain that en-
xironment is the great factor in
iletermining these characteristics.
One interesting sequence of the
film shows an ."American business
man trying to lure Michurin to
.America with promises to pay
travel expenses and the cost of
setting him up in business with
his complete plant stock. Michu-
rin, of course, refuses indignantly.
More than l.,500 prints of the
lilm have been issued even though
the picture was produced in ex-
pensive color. Many were sent to
out-lying rural areas.
Allied Independent Producers Set-
Standards on Replacement Footage
♦ At a relent mecliug of the
,\llied Independent 1'roducers,
southern California film organiza-
tion, standards were set for prices
of replacement footage for black
and white and colored film sold
b\ members of the association.
Still in the blueprint stage is an
agreement to ensure the availabil-
ity of replacement prints and foot-
age for any subjects produced by
members of the group.
THE BUYERS READ BUSINESS SCREEN
16
BUSINESS SCREEN MAGAZINE
Amazingly compact!
designed to meet the needs of the
Jndostrial users of sound films
I
i
THE AMPRO "COMPACT"...
a complete 16mm. sound projector
unit in one portable case
This ingenious new type I6mm. sound projector is ideal
tor the industrial user of 1 6mm. sound films. Easy to
transport, easy to set up, simple to operate, economical
in first cost, easy to service — remarkably quiet running
— it gives you just the tone qualit>' and illumination you
need for moderate-sized audiences in smaller rooms.
1. New Amazingly Compart One-Cose Unit
A complete full size 1 6mm. sound pic-
ture projection outfit — including pro-
jector, amplifier, detachable 8" speaker
and cord, plus room for extra 400' reel
and film — all in one portable case.
Measures only I5"x2 1 1 2"x9*4 ". Speaker
can be instantly removed and set up
near screen for best sound reproiuction.
New Remarkably Quick Set-Up
Through new counterbalancing mechan-
ism, projector swings up into operaiiag
position in one easy movemetit. Perma-
nently attached reel arms swing quickly
into position — and in less than ten
seconds the Ampro Compact is ready to
thread, connect and operate.
Full Professional Quality Projertion
The many Ampro quality features, tested
in thousands of projectors over many
years and through millions of perform-
ances, are fully maintained. Not a new-
untried unit — but rather an ingenious
adaptation of a proven 1 6mm. sound
projector. Unusually quiet-runniog.
100% Availability for Quick Servicing
The entire chassis of the .Ampro Com-
pact can be removed quickly and easily
from the case. This is the only portable
one-case i 6mm. sound projector t'^'at
offers I00*"c convenient availabilit>- for
both mechanical and electrical servicing.
Plus New Lower Price and
many other new features
Including a new free flow stream-
lined cooling system— and special
cushioning to protect projector
mechanism against shocks. Ideal
unit for both silent and sound
projection for moderate sized audi-
ences where compactness, ease of
set-up. portability, quality of pro-
jection, are important factors.
Send for FREE booklet
Fill out coupon for free copy of
"A Powerful Aid to Industry" —
telling how you can use 16mm.
sound films to help solve your
problems.
*•»*»
,». (* ^
'"'■'""■■ -r.»!.-. :r'-^'-
'Wft^.Mui S». - «^«M for ». """ Plotarw
Mr. Frank Spaldall
Audio Pro4iiccl<>n«
6J0 - 9lh A««n««
Bbm Torli. H. I.
a*ar rrank:
TTi« b«H.l« of 191.7 h*« b«»n fou^x afK
On atary Mnd «• 3»1»» Proootlon Division Is n
coapllemt* and axpraislona of appractatlon ot i
tha( UB b**ri <<on«.
Htthuut r^ur tntelllcant and continual
n« raccrd eu-l as ours could Kavc baan urttcan.
axpraiB to /t/u on babalf of Cha Sal** Pronotlon
/^I •h* raxa* .uapanir 'jur aincera ^praelatlon bI
^j()Mt^htfui Mid halprul vorK, asii wlah Tor jou li
ji effort
Hay I
**•■'.,».
**• iT *• tut ^t-iafcr^' «*. •»» S »^
^'"'~..,
Ti^" '^^''Z'^-^^ 'r.TZ t>»r.>i -^r^.i v'llT
tiru — • ""^
. aU a^ ''"
- *' Z s's s-^ts- —" - "
<L_ra- •■ **?^'o
.- ..air*"
_ 11 ^
8a.t "*•"'
We are indebted to these and many other chents
for their good words about Audio which have helped
to introduce our company to many new prospects for
motion picture productions.
A complete file of these letters and a copy of the folder.
"A Few Facts About Audio", will be sent upon request.
AUDIO PRODLCTIONS, INC.
PRODUCERS OF MOTIO> PICTLRES
630 Ninth Avenue • Film Center Buildings * New York, N. V.
"»•«
"•v:-::—
"**-&-
^5mu,.
18
BUSINESS iCREEN MAGAZINE
Botany Mills Employee Showings
Feature Education and Recreation
■k Wakiimi (;<)\ kr.nmkn 1 ^'ilms proved to be
the seed troin whkh a healthy, solid, retiea-
tioiial Uiiiini (ilin piograin e%olved at the Pas-
saic, N. ).. plain ol Botain Mills, Inc., well-
known (lolhing inaniilacluicis. The com-
pany's hist lilni piesentalions tor employees
uere shown in 1944, when restricted govern-
ment motion pictures on various operations
of the armed lorces were available. However,
these films proved so popular that a schedule
had to be plaiuied so that each shift could be
tjiven four showings. This added up to 4.800
employees viewing each film program, which
ran almost continnouslv for three days every
week.
.■\fter the war, the recreational film pro-
grams were continued, with the accent placed
on educational and entertainment films. The
companv medical director suggested outstand-
ing health pictures, while the safety director
teamed with the National Safety Council to
stipplv the best in 16mm safety films.
Today, the program lias fanned out to in-
clude other highly-rated educational and pa-
triotic films, travelogs, westerns, cartoons, and
various sports films, including World Series
baseball games, the highlights of important
football games and the ins-and-outs of bowl-
ing, hunting, fishing, horse and dog races, and
swimming.
The pictures are shown before and after
workers' shifts as well as during the lunch
hour. In lieu of an auditorium, programs are
presented in the company recreation hall,
which can, and often does, accommodate an
audience of 500 employees.
.\nnouncements listing the dates and titles
of the films scheduled for the entire month are
posted on bulletin boards throughout the
plant. That the films hold the interest of the
employees is e%ident from the great number
that attend all showings.
Tennessee Eastman's Film Program
Plays to Noon Audience of 1,500
■k The IfiMM Film Program of the Tennessee
Eastman Corporation, Kingsport, Tenn., has
grown so popular that it has overflowed into a
3,5mm auditorium. At first, educational and
entertainment films were shown in the com-
pany's small 16mm theater; in fact, 16mm
programs are still presented here three times
each week to approximately 600 persons.
However, when company officials realized
that the theater was too small to hold the vast
number of employees who flocked to see the
films, they built a large, 35mni theater. Here
short subjects are shown to more than 1,500
persons during the Tuesday, Thursday and
Friday noon hours. In addition to this, a Sat-
urday morning children's matinee draws close
to 500 children to see a variety of comedies,
serials, short subjects and features. .-Xn e.\tra
program of shorts and features is also shown
every Sunday afternoon to employees who wish
to spend their day of rest in the company
Workers like Their Film Fare
CX)MPANIES REPORT POPULARITY OF SPONSORED SHOWS
theater. .Attendance at these Simdav shows
hovers around the 400 figure.
Many of the 16mm programs are given in
the large theater, first, because more people
can attend, and second, because so many good
films are available only on 16mm prints. Just
recently. Behind Your Riidin Dial was shown
this way.
A novel twist was added to the children's
performance of Crimes uf Carelessness by hav-
ing the city firemen watch the film and answer
questions after the showing. Another inne.
local dentists helped swell the attendance at a
childien's matinee featuring a film on care
of tire teeth. Like the firemen, the dentists
also became part of the program. It is progres-
sive employee recreational film programs like
Tennessee Eastmans that make for a happy,
contented company family.
N. Y. City Bank Club Membership
Fills Little Theater to Capacity
• To Give Their Members a daily morale-
building lift, the City Bank Club of New York
has paired a five-day film week with the regu-
lar five-day work week. This organization of
city banking institutions features three one-
hour recreational film programs every day for
their 8,000 members. Although the Little
Iheater accommodates only 144 persons, it is
usually filled to capacity for every showing.
This means that more than 400 employees see
the pictures presented there each day.
As a rule, two 30 minute films make up the
daily program, and the shows run continuously
during the noon time lunch period fiom 11:45
to 2; 30.
Program directors dig into a variety ol en-
tertainment and educational film catalogs to
construct a well-balanced show. Industrial
films, travelogues, sports highlights and gen-
eral films which help build and retain good-
will between personnel and management make
up the Ijulk of the programs. I'he film pro-
grams ha\e been extremely popular with the
emplovees fiom the very beginning and City
Bank officials now ccjnsider them an important
part of their internal relations program.
Standard Oil of New Jersey Shows
to 350 N.Y. Employees Every Week
if It Costs the Standard Oil Company of
New Jersey only two dollars a year per film-
viewing employee to put on a weekly 16mm
film progiam for their workers in Manhattan.
.According to Daniel Rochford, head of the
compan\'s employee relations department, the
dividends in bolstered morale make this pro-
gram one of the firm's best investments.
In the company's Rockefeller Center area,
approximately 350 employees voluntarily
spend their lunch hour every Thuisday watch-
ing entertainment and educational motion pic-
tiues. The cost of this program runs to an
annual S700. This includes reiual of films,
the pay of the projectionist, maintenance and
(conti.nlei) cjn the following page)
NUMBER I
VOLUME
(continued from the preceding page)
repairs, and the purchase price of the ef|Tii|i
mem written off on a five year basis.
Ahhough 350 weekly fihii-goers is a gomi
percentage oi Standard's Manhattan person
nel, a liniher increase in attenchmce could
drasticalh reduce the per capita cost of the
program. If company film directors could siai
.^iOO al a showing and run three shows each
week, I lie cost would diop to -IGc a vear per
einplovee. .\nd il the films could be shown to
1,000 persons— usually considered the desirable
top limit on audience si/e for 16mm projec-
tion—at each of the three shows, the employee
cost per year would amount to a piddling 23c.
Compare this to the cost of an efficiently man-
aged employee newspaper with a 12,000 cir-
culation—more than two dollars per year per
emplovee.
Emi'Lovi Ks Clubroom Becomes Theatkr
.\ laige auditorium is not essential to a suc-
cessful film program. To make up for this
lack, Manhattan officials of the Standard or-
ganization stagger the lunch hours of person-
nel from noon to 2 p.m. and run three contin-
uous showings so that the employees' small
clubroom-turned-theater will not be full to
overflowing.
In planning their weekh film programs.
Standard officials consistently lean toward en-
tertainment films and educational motion pic-
tures that are interesting as well as instrui
tional. Training films are out; they are kept
strictly for showings on company time and
wotdd scare awa\ the oidinaiv liuuh liuu-
film-goer.
The Standard progiam diieclors choose em-
ployee film tare on the assumjjtion that if the\
want to get a point of \iew across in a film,
they must show it to a voluntary audience.
Experience has shown that if people are forced
to see a film, they will resist its doctrine and
susjject it as company propaganda. However,
if they view it of their own free choice, thev
are more apt to accept the film on its merits.
.\ctually, showing films to a small gioup of
\ ohniteer employees is the better way of getting
an idea veasted about among the whole com
■ <
|)any family, for llieir commeius on llie lilni
will mean more and travel furlhti.
This brings us to the problem of how to
draw employees to the company theater din-
ing their free time. Standard's solution: Show
worthwhile, interesting films and let the per-
sonnel know about them. With the great num-
ber of excellent film catalogs available, the
task of selecting good films is simple. To pub-
licize their film program, Standard distributes
each week a printed annoiniceuient desciibing
the films on the next program and giving per-
tinein information about the show— place,
lime, length ol the pictures, etc.
Improving Labok-M.vnagement Relations
•k During the war, (i2% of large U.S. employ-
ers made use ol incentive or employee atiitude
motion pictures. Today, that figure has drop-
ped to 35%. isn't it reasonable to believe that
a mass return to employee film programs would
help paxe the way lor smoother labor-manage-
ment relations? And al 50c a year per em-
ployee, or even two or three dollars, wouldn't
it be cheaper than a strike ending in a I21/2C
an hour pay raise? Standard Oil of New Jer-
sev thinks so, and shows films accordinglv.
"WHEEL SENSE" FOR YOUTH
Sponsor: The Studebaker Corporation. Film:
Wliccl Sense. Producer: Transfilm, Inc.
* Paul Hofl'man, president of the Studebaker
C Corpora I ion (now on leave as boss of EC.\).
has long planned a campaign to promote good
highway habits among youngsters just learn-
ing to drive. Wheel Sense is part of this cam-
paign. It is the first picture of this type the
company has made.
In the planning stage, Studebaker and
Transfilm approached the National Commis-
sion for Safety Education of the National Edu-
cation .\ssociation for advice and collabora-
tion in pieparing the script. Fiom that point
on. a commiiiee of state and municipal safety
edmators checked a first draft script, a revi-
sion, the work print and successive final revi-
sions until Wheel Sense emerged with the en-
dorsement and approval of the commission.
Despite the heavy emphasis on collaboration
by educators, Wheel Sense is not an instruc-
tional film in a pedagogic sense. It is inspira-
tional, seeking to encourage good driving at-
titudes rather than its mechanics.
Inserts in Wheel Sense deliver the commei-
cial for Studebaker. In scenes of factory and
testing ground the film points out that all the
safety possible is built into the cars, and a
never ending search is always under way to
build automobiles safer.
Technical Notes: Wheel Sense is in Koda-
chrome, 19 minutes in running time. It was
filmed in Greenwich, Conn., with the coopera-
tion of the Connecticut state police, and the
Greenwich town police. The cast, besides
Jones, was made up of members of the Green-
wich High School Dramatic Association. High-
way scenes of near accidents are convincing
enough to slow most drivers down— for a few
days, at least.
Distribution: All exchanges of Association
Films (YMC.A) will distribute Wheel Sense
on free loan.
Faciorv and Office .Audiences See Films under all kinds of condi-
iKins. innging from open s/ioj) floors zoilh shadoio-hox screens (left)
III (I corner of the locker room (bclrne) or in dining rooms and
I iifelertfts (uboi'e).
Highly Portable Projection Equipment and Screens nuike fjossible
almost every kind of arrangement for plant shows.
20
BUSINESS SCREEN tvlAGAZINE
.-1 ]'ital Xeif Series—
Films Fi^ht
Against Cancer
1
One 0/ the mo.sl useful conlrihution\
of the factual film medium to the icel-
fare of mankind is made l)\ pictures
like this new series on cancer detection—
SK.1LLFLL SiRcicAL Ci.NEMATOCR-\PHv iL'Hl help mcdical practitioners and senior medical stu-
dents in their professional fight against cancer. Excellent graphic materials have been produced
to accompany this new film series. The first booklets are reproduced in the illustration (left).
THi FiitNr OF A SERIES f)l six sound mo-
tion pictures in full color for general
practitioners and senior medical stu-
dents to aid in the early detection of cancer
has been completed by Audio Productions.
Inc.. of New York for the .\merican Cancer
SociETv and The National C.\.ncer Institlte.
Cancer. The Problem of Early Diagnosis, is
an introdiictor\ film running 30 minutes,
opening with an historical sequence co\eritig
the first successful cancer operation performed
ill \ienna in 1881. The picture then devotes
attention to each of five ntajor cancer sites,
providing the statistical pictures due to late
diagnosis and illustrating the possibilities for
decreases in monalitv through carlv diagnosis
and examples of modern surgen. Technical
animated drawings in color add enormously to
the teaching value of this film.
Si RiEs I.NCLLDEs Five Diagnostic Sibjects
W hen completed, the series will include five
diagnostic post-graduate teaching films cover-
ing intraoral cancer, lung and esophageal can-
cer, breast cancer, gastro-intestinal cancer and
skin cancer.
It is believed that this new series of medical
motion pictures will represent the first attempt
to plan a teadiing film series of this scope and
detail lecjuiring specialized research, the fa-
cilities of the most active clinics and the coop-
eration of leading physicians and surgeons in
the entire cancer field.
It is planned eventually that the sound
tracks, translated and recorded in manv lan-
guages, will make these films available through-
out tile world. Plans are being made lor show-
ings in this country before all county medical
societies, hospital staffs and medical schools.
Prodlced Under Expert Sepervision
.S. S. Peuemian, medical director of Audio
Productions. Inc.. assisted by Earl S. Pcircc,
heads up .Audio's cancer film staff as an-
nounced bv Frank K. Speidell. president. Mr.
Feuerman has been identified as the writer-
director of nianv notable film pnxluctions in
the medical and phaniiaceutical fields. His
association with .\udio covers more than fifteen
vears. Mr. Peiice. writer and film technician,
served in the Navvs Bureau of .Medicine and
Surgerv and has been with .\udio since World
War II. Other able film technicians assisted.
.Medical History Recre-ated in this stene of
the first successful earner operation.
NUMBER I • VOLUME 10 • 1949
21
THE NEW PICTIRES
NATIONAL CANCER EDUCATION
Sponsor: The American Cancer Socici\. Film:
The Doctor Speaks His Mind. Producer:
Caravel Films. Inc. Supervision: Film Coini
selors.
•k The American Cancer Society is one ot the
largest and most discerning sponsors of mo-
tion pictures for public service and education
in the countrv Its program includes films foi
theatrical and non-theatrical use, for public
distribution in conjunction with medical
speakers and without, and for technical train-
ing of diagnosticians and surgeons.
The Doctor Speaks His Mind is a film de-
signed primarily for public groups ot IGnmi
:iudiences. It is a reminiscence, in a scries ol
flashbacks, ol a doctor in a tvpical .\niericaii
town. He speaks (offscreen voice) to himself
as he leaves an old friend who is ine\itabl\
doomed to die of cancer. He thinks ol his
friend, and of half a do/en other unlorliuiate
p.iiieiits who had wailed loo long bclore seek-
ing medical examination for slight svmptoms
ot cancer.
The film describes various symptoms antl
how they may be detected, ft depicts the hap-
py outcomes ot many other of the doctor's
patients who had sought treatment early and
who had been cured.
Films of this type must tread a narrow path
bet\veen full and early warning of ]30ssiblc
disastrous consequences of neglected disease
and scaring people to such an extent that
kno^vn symptoms will be ignored out of pine
fright. The Doctor . . . starts off in the fearful
diicciion but transforms into a strong message
of hope halfway through. It urges the audience
to get a regular bi-annual examination as the
best way of preventing an incurable cancer.
Technical Notes: Black S; white, 21 minutes,
Tlie Doctor ... is a full scale production with
several sets and a large cast.
Distribution: Through local councils ot the
American Cancer .Society, .\bout 300 prints
will be used.
IRONRITES VISUAL SALESMAN
Sponsor: Ironrite Ironer Co. Film: Making a
Neu' Day Out of Tuesday. Producer:
Raphael Wolff Studios.
i( .\ proof ot the effectiveness of this sales
pictme is the tact that almost everyone who
worked on the film immediately went out and
bought an Ironrite Ironer.
The first reaction of most people who see
the film is either to buy the ironer immedi-
ately, or, if a man, to say "I hope my wife
iloesn't see this; she'd ccrtainh want me to
buy one"; and il a woman, to say, "My hus-
band must see this. Mavbe then he'll get one
for me."
Originally phiinicd to train demonstrators
and salesmen, the picture lias been so well
received and so interesting to consumer audi-
ences that the company is planning broadei
distribution to general audiences, as well as
lo its dealers and their sales personnel.
The picture is essentially a demonstration
f)n film. It shows how the Ironrite Ironer is
used, how it can iron sliirts, children's clothes,
and all kinds of complicated garments, as
well as the flat work for which ironers are
best known. The demonstration makes it all
seem so simple you wonder why there are any
benighted so«ls still using a hand iron.
.And you feel that if the girl demonstrating
the ironer, because she looks more decorative
than functional, can do all that, vour wife
certainly can.
.-\11 in all, it's a very convincing demonstra-
tion, with all the advantages that a film dem-
onstration offers— perfection every time it's
shown, a glamorous setting and demonstrator,
lack of audience distraction, etc.
I.P.I.'S "RAINBOWS TO ORDER"
Sponsor: International Printing Ink Division
of Iiucrchemical Corp. Film: Rainbows To
Order. Producer: Wilding Picture Produc-
tions, Inc.
■k The demands on printing and those who
supply the ingredients of printing have be-
come more and moie exacting and complex
through the years. Rainbows To Order is de-
signed to take IPI customers through the com-
pany's laboratory and plant operations— to
explain what happens in formulating inks—
what is required to manufacture printing ink
so that it will meet today's printing conditions.
Rainbows To Order explains how printers,
Ijroduction men and creators of printing are
the catalysts whose creative efforts start a
chain reaction in which every factor must play
its pan effectively. Of these factors, printing
ink is far more important and requires far
more scientific research, technical skill and
precision equipment than is intiicated by the
thin film of colorful material that lies on the
printed page.
Technical Notes: Rainbows To Order is in
Commercial Kodachrome, about 20 minutes
in length. Following costume sequences of
Isaac Xewton in his original prism experi-
ment, the film continues, in 76 scenes, to IPI
plants and laboratories, and to illustrations of
the end use of color printing — billboards,
magazines, packages, books, etc.
Distribution: .\vailable to graphic arts groups,
allied trade associations and educational au-
diences through all IPI branches.
HiMoKKAi. Sf-Qii.NCK from the new H'l i otor
motion putiire "Rainhoies to Order."
Iechnical Skill ln Ink I'RoDictioN iissnr<
uniform results in the printing industry.
.MoDiK.N OFFsrr Prf.ssi;s require special inks
to maintain tpialit^ — "Rainbows to Order."
11
PUSINESS. SCREEN MAGAZINE
t.\f-lilliiig beauty graces a fashion scene in diiF'inl's "This Is Xyloii'
Glamorous Nylon
DUPONT FILM REALLY SELLS IT
♦ "What won'i ihe\ do next?", jjcuplt- >a\.
Everj. week, it seems, a product appears on the
market newh made ol nvloii. L'stiallv. too.
thougli a little more expensive, the new nylon
product is better than others of its tvpe. There
seems to be no limit to its applications.
One thing everyone knows about nylon is
that it's good. Beyond that, there have been
many examples of public lack of accurate in-
formation about the super stuff which the
Nylon Division of du Pont has been striving
to provide.
Vol- H.we To See It— 1 o Know It
The company publishes regular informa-
tive ad\ertisements in widely circulated maga-
zines. It distributes informative booklets to
schools, stores and consumer groups. It takes
great pains to prevent mis-interpretation ol
nylon and what it can do. It emphasizes that
du Pont produces nylon in filament torni, not
in the finished product which is fabricated b\
other manufacturers.
But, to tell the story properly, no means of
information can be more effective than an
actual demonstration. Best way to fmd out
about nylon is to own some and use it— in
stockings, sweaters, lingerie, etc. The next best
way is to sec someone else use it.
Harry Lives in a .Nylon World
Vou can see Harry West use a lot of n\lon
in a new du Pont motion picture. This Is
S'ylon. Harry West is nuts about the stuff,
and he ought to be— he works in the du Pont
Nylon Division.
Our picture opens on Harr\ in his back
yard with his pretty wife, Helen, and his two
children. Harry's home life consists ol ogling
Helen in her nvlon duds, and staunchly ad-
miring and fondling his shirts, lawn hose,
chairs, pants, draperies, curtains, carpets, lug-
gage, table cloths, ad infinitum— all made of
nylon. Harry not only lives with nylon, he
dreams of it: he reminisces about his arm\
days with nylon glider tow ropes, bomber
tires, jungle and arctic tents, parachutes and
parkas. He talks about other things, too-
nylon sails, fishing lines, football pants, com-
mercial laundry bags, etc. Going to work with
Harry, we find him explaining (with aniniatcti
diagrams) what nylon is. how it is made, anil
why it acts as it does.
The telling of this nia\ sound monotonous,
but it's only the telling. This Is Xylon is ac-
tually a joy to behold. .Not only are the sets,
the people, the outdoor scenes good looking.
Good-Looklno I'tuiLt u'lio can act
help make "This Is Xylon" a top-
flight product sales film.
but the people really act like people, not com-
mercial film actors.
liiu Harry West's nylon experiences, which
demonstrate its stability, resistance to abra-
sion and nK)isture. c|uick drving and easy ban
(lling. ale but a fillip to the grand finale when
Helen West goes to a nylon fashion show.
This is as pretty a movie scene as anything to
come out of Hollywood in months. Featuring
nylon in all seasons and weather conditions,
and a bev\ ol pretty mannequins who conic to
lile lor a clothes modeling spree, the ten min-
ute fashion show and its beautiful garments
should inspire a lot of env\ among women in
the audience and considered admiration
among men.
For Retail Stores .\.nd Consl.mers
This Is Xylon, which was produced by the
.\pex Film Corporation in Hollywood, will
be shown on a wide scale to sales groups in
department stores and specialty shops, schools
and women's groups. The 2{t minute Com-
mercial Kodachrome film may be obtained for
free loan on recjuest to Nylon Promotion. E. I.
du Pont de Nemours &: CompauN. Wilmington
98, Delaware. .About 200 prints will tx- cir-
culated this spring through all du Pom
branches over the countrv. •
^'>!^%^i
i^v:^"^^
Oliver Execltives hear ubuut iumpan\ plans
in scene from "Acres nf Poieer" (see below).
Colorful "Acres of Power"
•k The Oliver Corporation's 30 minute Koda-
cfu'ome film is a documentarv-institutional
story of the compan\'s history and operations,
past and present. It has a lot of story to tell
but the producer, Chicago Film Studios ami
the supervising agency, the Buchen Coinpan\.
have managed to tell it with understanding
and unceasing interest.
The miracle of this film is that only nine
weeks elapsed between planning and the
screening of the first release print. Every foot
of the film was made in that time on location
all over the U.S. (covering 01i\er's seven
plants) plus numerous studio sets and dia-
logue sequences. The color on both interior
and exterior rural scenes is often spectacularh
good. On this kind of film color proves an
indispensable asset.
This is the kind of picture of L.S. industry
and agriculture at work we ought to show all
over the world. — OHC^
NUMBER I
VOLUME 10
23
Bi^elow-Sanford Tells Quality
Story to All Plant Employees
A FIVE-POINT VISUALIZED CAMPAIGN
LvFT: iiifoiiniil iiiriiiims ( oinliu led liy Iiinrli>iL'-S{i)ifinil lidiuin!^
lenders present the company's quality campaign stiiry to plant
and office employees throughont the organization.
MANUFACTURERS OF FlNE PRODUCTS take
great pains lo stiess quality to their
prospects, either through personal
contact or the written word. Not all manufac-
turers make the same emphasis in relations
with employees.
One company which has consistently done
a good job on the significance of quality with-
in the plant is the Bigelow-Sanford Carpet
Company, Inc. Scheduled for this spring is a
new campaign designed to re-emphasi/e <)ual-
ity improvement in all the company's mills
and branch offices.
Plans for the campaign, under Technical
Training Director )eiry I5arnum, include prac-
tically all types of intra-company media— con-
tests, posters, handbills, house publications,
personal letters from top executives, pam-
phlets, conferences, daily bulletins, certificates
of merit, displays and a new filiu, ]olin Q.
(Itiality.
Here Are Five Aims of ™e Program
This big package has been wrapped up to
accomplish five aims of the (piality campaign:
1. Make every employee aware of Bigclow's
ciiutlit) reputation.
2. Relate job security lo quality peiforni-
ance.
3. Make ever\ employee realize that (|iialily
of ])ri)duct depends on him.
4. Improye ijiiality workmanship in all de-
partments.
5. Help the quality control department do
its job.
John Q. Q_ualily, the new film, has an im-
portant part in the camjiaign, but it was not
designed to stand alone. It fits with other
methods in a technique to instill quality-mind-
edness in all employees in as rapid a tiiue as
possible.
Use Motion .Slidefii.m in Color
Ihe picture is a motion-si idehlm, in color
and sound. It was produced in this manner lo
accomplish a specific purpose. Bigelow's Jerry
Barnum believes that although motion-slide-
films may suffer in entertainment value from
straight motion pictures, they are superior as
far as retention of subject matter goes. Tlie
wallop of a single theme al a time, with little
hoked-u|j dramatic or pictorial disuaclioii,
seemed to him ihe best idea for this campaign.
"If \ou try to ape Hollywood in your train-
ing picture, it can cost you §100,000, and the
film will still not have theatrical entertainmein
\alue," Barnum says. "We don't think of
iraining filnrs as 'movies' in the ordinary sense,
but as jt[st one of several media (though an
important one) which can do an educational
job for us."
Plant Supervisors Consulted on Film
.\lthough John (>. (hiality is not a glamor
picture, it is not lacking in handsomeness,
either. Primarily a semi-animated cartoon
with some interspersed li\c action sequences,
the 22 minute film was produced by Depido
Films. Macwell Desser joined with Bigelow
siaffers Vincent Petillo and Gordon Pavne in
planning and visualizing the pictorial layout.
Emil \'elazco |)ro\ided music .ind recording
facilities.
Bigeloyv's quality film is uiuisual in the
plans for its production undertaken by the
Technical Training Department. From first
script to last print, plant supervisors were in
on the act all the wa\. .-\ first version was
shown to all supervisors at a special confer
ence ai Stockbridge, .Mass., late last year. From
conniicnis on .in opinicn poll taken at tliai
lime, a revised picture was made incorporat-
ing these suggestions.
John O. Quality is unusual, loo, in that a
separate version has been made for each ol
Bigelow's mills and home office in New York,
Cionnecticut and Virginia. It will have been
shown to all operators in all plants by May
this \ear. Groups of filtv will constitute each
audience, during ivdiking hours, and a dis-
Bei.ow: This Graphic Pu;i()Rial Supplement recreates the (jnulity story i>i Bigeioiu-Sanlord
produds as one of a number of intra-company media used in this ''-point visualized paihnge.
OK}tk\.\V( is built iiiBi^ehw rugs in TWISTING
24
USINESS' SCREEN MAGAZINE
mapBB
i;i'';ii'l'i;
--^'" •■'""'■"' '^'"
Si in-.RViM)R Participation -was stressed in llie
"(^i((i/(/y" (iiiiipaigii ihruugh opinion forms.
cussion will l>c- luUl imiiRiliaicIv aflti ilic
scieeniiiiJ.
The film ilst'lt emphasi/cs the point that
quality can't be spia\ed on— it must be built
in. One third ol Bigelow's employees have
joined the tompan\ in the past two years. They
are not as well steeped in the company's (|ual-
itv reputation as older employees, .^hhoujjh
this would be acquired in time, the tpialiiv
campaign will speed it up and gi\e each op-
erator a sense of "belonging', in Ian. to a
great organization.
Immkdiath .Savings Plus Invkstmknt
Bigelow estimates that a successful cjuality
campaign such as the one planned will not
only lift morale and thus speed production,
but actually improve workmanship enough
to save the company $1,800,000 this year on
inspection reject reductions. But more than
this immediate saving in money, the company
considers the campaign an in\estmeiu on lu-
tare quality production.
It believes the employees will uudersiaml
more fully and take pride in implemeuiing
Bigelow's slogan: "Beauty you can vcc. Qual-
ity you can Inisl. since 1825." •
Employee GRADtwTKs of the "Quiilily" imii-
j)aign receive these personal craftsnnin ands.
After-Hours Selling
U.S. RUBBER DEALERS SHOW
TIRE SALES FILM IN HOMES
ONt Ol iiu I'iKsi 1\T)I SI RU s lo ( loss o\ir
liiim .1 seller's to a buyer's market
alu 1 ihe war was the lire business. To
the (onsumer it seemed to be no gradual
change. On one day I ires were sold on priority
or waiting list only, and on the next. Iigura-
tivcly. the tire dealer was on the sidewalk,
sandbag in hand, looking lor customers.
Since that time many other industries have
suddenly found themselves with overloaded
inventories. More and more retail salesmen
arc having to take their feel off the office desk
and try to wedge them in the (iislomer's
doorwa\ .
riie mauulacturers of electric appliances,
some peiroleiim products, rubber and many
f)lher ilems are finding that advertising, serv-
ice. iniblicilN and other passive sales promo-
tion devices are just not enough. Moving
goods in a reluctant market takes hard per-
sonal selling. All the tools of the salesman's
kit are being re-introduced and refurbished
for the battle now going on in some Uiks, and
coming soon in others.
Take It to the Prospects Homi
One of the most interesting and ellecti\e
gimmicks being operated is the use ol sound
motion pictures in the customer's home lo sell
tires. Commercial home mo\ie screenings are
not a new idea. Johns Manville has been sell-
ing rock wool for some ten or twehe years by
home screenings of a little household drama
on insulation. But the device is new for tire
deafers. General. US Rubber and Kisk are
all encouraging the method among their deal-
ers and finding it successful.
It doesn't seem feasible to go to the trouble
and expense of personal home contact to sell
standard grades of tires. The mark-up is so
low that a dealer must rely on other, cheaper,
means of enticing customers to his place of
business. On premium tires, however, all stops
are pulled, and the dealer feels more than
justiiied in spending a lot of time and effort
on his sale.
Safety .Story Needs Demonstration
US Rubber's Royal Master tire olleis a
good case in point. This tire sells for almost
twice the price of those which are usually put
on automobiles at the factory. Its main fea-
tures are safety, fong life and good appearance.
By a special construction, the Royal Master's
tread can be easily re-dcskidded and regroo\ed
halfway through its life to recapture full new
tire safety. .\11 these features are iniporiant lo
a tire customer, but the prime selling point is
safety. The Ro\al Master is known to slop
a car on a slippery road surface in a uukIi
sliorler distance than an\ siandard liic.
Staling this claim in achenising bx urillen
word or diagram can l)e valuable lo the com-
pan\, bill lo aciiialh prove the exlra safely
margin m an adverlising-claim-surleitecl cus-
lomei ilurr is nolliing like an actual demon-
siialioii.
US Rubber has supplied its dealers and
customers with llie closest thing to an on-lhe-
spol demonslralion wilh a new dim. procliiied
bv Wilding Picture Productions. Inc.. called
Safely '/.one. This picture dramatically dem-
onstrates the slopping power of the Royal
Master by actual tests on various road sur-
faces. It ihi\es home the point that three oui
of four automobile accidents today invohe
cars in good mechanical condition, operated
by sober, intelligeni drivers, under ideal
weather and road conditions. These accidenis
occur simply because the drivers could uoi
slop in lime.
.Makes CiLosiNc of Sales Easier
Safely Zo)ir tells these startling fads in a
way that does a tremendous job of selling the
need for the e,\tra safety of the US Royal
Master. It makes closing the sale bolh easier
and cjuicker lor the dealer.
Having the valuable tool on the shell in
the home office and putting it to use in the
Detroit Dealer Al Stutz is one
of many U.S. Rubber dealers ac-
tive in "Safety Zone" campaign.
field are two dilleieiu oi^eralions, howe\er.
US Rubber is sold on the effectiveness ol di-
rect selling motion pictures. Since the war,
the company's advertising and sales promo-
tion dejjartnient, under manager Curt Muser,
has again been explaining film selling tech-
niciues lo its distributors and dealers. It has
provided motion pidiires at a very low cost,
and through bulk purchase has offered projec-
tors lo dealers at a greatly reduced figure.
Dealers Enthlsiasitc: Aboit Resiilts
Several hundred dealers, representing the
best and most proiliicti\e in the held, have
cooperated on the I'S Rubber film plan. Mosi
of them are enthusiastic about results. .\ few
dealer's salesmen ha\e produced phenomenal
results using film, and the company has com-
bined these methods into its promotion liieia-
ture support ing ilie new film .Safely /.one.
{ C O N T I N r t I) ON 1' A (, L E O R I V - N I N E )
NUMBER I
VOLUME 10
9 4?
25
Prodiii litii) sirnc in the [iirriiiiifihiun Works of llic ICI Mclals Dwision
Britain's Prolific Producer
IMPERIAL CHEMICAL INDUSTRIES FILMS SERVE WORKERS AND PUBLIC
of their making is in ihe hands ol a special ad-
visory panel which includes eminent profes-
sors of the major British universities.
No doubt, users of medical films in the
United Stales will know the series of eleven
l.C.l. fdms on the technique of anaesthesia.
Ihese were made in collaboration with Dr.
Mai^ill. senior anaesthetist at Westminster Hos-
|)ilal, London. The liritish C;o\ernnient's Ag-
liculttnal Research Station at Rothanisted, in
Hertfordshiie, and the Ministry ol .\gricul-
ttue, have co-operated in making the agricul-
tural films, while the school chemistry series
has been produced with the help and ad\ ice of
the science masters of famous Public Schools,
such as Westminster and Rugby.
The result of this policy of making technical
rather than purely advertising films has led to
I.C.I, documentaries being used throughout
Britain, and in many other parts of the world.
as \ isual aids in the teaching of medicine. \el-
crinary science, agriculture and chemistrv.
.Some of the I.C.I, films are alreadv available
in the United States through the British In-
formation .Services and Imperial Chemical In-
dustries (New York) Ltd. In Britain disiribu-
lion is handled bv a central film library at
Nobel House, the company's London head-
(|uarteis. while overseas distribution is through
l.C.l. companies and agents as well as the
lihns (li\ ision of the Central Office Informa-
lion (the State inlormation service), the Brit-
ish Council, and Publicitv Officers of the Brit-
ish Foreign Office.
Screen Proves Value Among Workers
♦ With its iiinet\ thousand employees scat-
tered over Britain, from Stirlingshire in Scot-
land to Cornwall in South-West England, it
is not surprising that few LCI. workers under-
stand the ramifications of the company or real-
ize the extent to which the processes of one
manufacturing division depend on the prod-
ucts of another. Today the screen is proving
a valuable link in explaining to each part ol
I.C.I, how the other parts work.
It is only fairly recently that internal infor-
mation films (or, as they are usually called in
the United States, "employee relations films")
were intioduced. Three have been made so
tar— one on the Nobel Division (formerly the
Explosives Division) . another on the Lime Di-
OM OF THK Most I.\iPORT.\Nr .\nd Pro-
I iFic producers of film documentaries
in Britain today is Imperial Chemical
Industries. Limited, the largest industrial un-
dertaking in the British Empire.
LCI. makes films as part of its public rela-
tions programme, as well as for use within the
company, which has ninety thousand employ-
ees in Britain, and thousands more in its over-
seas plants and offices.
The company has much to say to the public
and to its employees, and the film has proved
one of the best media through which to achieve
many of these objectives, .-^s far as public re-
lations are concerned. I.C.I, decided to con-
tribute documentary films as visual aids in sci-
entific and agricultural education.
During the last six years the company has
|)n)diued nunc than se\cnty films, many ol
them in colour, and it plans to make about
sixteen new films every year.
The films made by I.C.I, are not specifically
intended for exhibition in ]3ublic cinemas,
although two or three of its productions have
been speciall) icipiested by exhibitors. The
range of subjects co\ercd is as wide as the ac-
tivities of the company itself. There are films
on medical subjects, on veterinary science, ag-
riculture and school chemistry.
Experts Assure Technical Accuracy
♦ Great care is taken to ensure the technical
accuracy of the films, and most ol them are
made in collaboration with acknowledged ex-
perts in the subject. For example— selection of
subjects for the medical series and supervision
ICI Film Unit shoots a close-uli in the Tun-
stead quarry, Derbyshire. E^igland.
26
eUSINESS ECREEN )v<A6AZINE
!i.i!M!!l:ii
HMMMHl
iitoa
FROM "ROCK OF INDUSTRY"
• l.EF I rO RICH I •
♦ Benedict iilf monks build ualls ai
Buckfast Abbey with De\on linu-
stone, ((enter) The IC:i Quaii\ at
1 imstead— largest and most up-Ki-
date limestone ciuaii\ in Europe.
(right) Traiiiload o[ riushed liiiie-
sione on its way to the .\lkali Divi-
sion at Northwich.
The pictorial story of Dei'on litnestutte — )t(}ni (juarry to production
FROM -NOBEL BEGAN IT"
• LtK 1 1 O RK.H 1 .
♦ This ICI film of the .\obcl Uixi
sion shows (li'llj raw materials ani\
ing at .\rdeer. (center} Cases of c\
plosives being loaded onto one ol
the Division's coastal steamers.
(next J Xobel Division workers ar-
rive on train which runs to .\rdeer.
The \obeI Division: a film on chemical industry at u'ork in Hritain
A GENER.\L CHE.MICALS FILM
• LEFI rO RIGHT •
♦ Kettles being dipped in hydro-
chloric acid to remove scale, (center j
The selective weedkiller "Metho-
xonc" being spraved onto a field ol
linseed to kill weeds which threaten
the crop, (right) .An overhead shot
of plant facilities at the General
Chemical Works.
General Chemicals Division film shoics production and product use
Pharaceuticals Division is a film which tells
vision, and a third on the General Chemicals
Division. The object of these films is to de-
scribe the main products of each of the manu-
facturing divisions and to show how these
are used in industry and everyday life.
They are being shown to I.C.I, employees
in Britain and overseas, used for staff training,
and also for showing to outside audiences at
universities and technical colleges.
Mobile Film Unit Aids Distribution:
♦ Getting the films to the audiences has been
a simple matter, except in the case of I.C.I,
emplovees. Production schedules do not per-
mit the showing of films on the company's
time, and most of the workers, who live at
least a bus or cvcle ride from their work, have
other attractions during their leisure hours.
The usual practice of showing the films in the
canteen during the luncheon break was not
considered satisfactory, and apart from the
fact that the films run too long (twenty-five
minutes), it was felt that the atmosphere was
not right.
To overcome this, I.C.I, decided to send a
travelling film show to all the company's di-
visions.
.\ full two-hour programme is put on in
work canteens, or theatres or local halls
booked tor the occasion. In addition to the
I.C.I, films, there are cartoons and shorts of
general interest. A special team of experts en-
sures that presentation is first class. .Admission
is free, and employees may bring along their
wives or a friend.
l.C.l.'s Billingham Division in County Dur-
ham, which is probably the largest chemical
works in the world today, was the first to be
visited bv the travelling film unit, and the
scheme proved tremendously popular. Twelve
shows were given on different evenings, the
halls were crowded, and the workers are al-
readv asking for more film shows.
Of particular interest is the fact that these
internal relations films are not made by out-
side firms. .About two years ago I.C.I, set up
its own film unit, and prcxiucer, director,
script-writers, cameramen and the various tech-
nical assistants are all on the I.C.I, payroll.
The film unit is also engaged in making
technical service films for the divisions, de-
scribing the Mses of products and processes.
Six have been produced for the Paints Divi-
sion on different aspects of the uses of paint
in industrv. and one is in hand for the Plastics
Division dealing with the uses of the acrylic
resin "Perspex". Now being "shot" for the
the story of how a new drug is discovered, and
tolUjws it through the different stages of man
idacture l.C.l.'s Shot-Firing in Coal Mines,
believed to be the first colour film made in a
British coal mine, is also the work of the com-
pany 's film unit, and it has earned high praise
from the National Coal Board which controls
the nationalised industry.
The I.C.I. Film Unit has no difficulty about
finding a cast— there are ninetv-thousand peo-
ple to choose from, and the sets are the ninety-
eight factories all over the countrv. The films
are about real people doing a real job of work
for Britain. #
1(1 Script Girl on lo< niton dnt\.
^-Z-^i,
t
Si
■i
N U M I E R I
VOLUME 10
19 4?
27
T}ir nulhnr takes a rcndhjn nf color Irmpernliirp !i'(//( his Spectra: Films for Industry set.
Color Control in Film Production
WITH fac:tual films leading in color production
THE SPECTRA TEMPERATURE METER LOOMS IMPORTANT
by Olle Corastedt, A.S.C.*
Till INVKNTION OF THeSpICIRA COloV tClll-
|jeratiire meter by Karl Freund, A.S.C..
world famous Hollyvvof)d and once Eu-
ropean cinematographcr who— by the way—
also introduced the lexoliuionary Norwood
exposiue meter, is an historiial event in the
realm ol color photograph).
Today more fdms are made in mlcii by in-
dustrial and educational picture producers
than by theatrical producers. The introduc-
tion ol the Spectra color temperatine meter
should therefore be greeted with enthusiasm
by serious and ambitious producers and cin-
ematographers in the non-theatrical field.
No Dependable Controls Existed
Up to ihc present time there were no satis-
factory instrtniients available to the cinema-
tographer to check the color temperatine of
his light sources. Earlier instruments were
based on matching colors visually. The abil-
ity to distinguish shades of color varies from
person to person— and moreover— the response
to color varies within the same person due to
color fatigue, color adaptation, etc.— all affect-
ing the reading of the color temperature, often
giving various deviations from the true tem-
perature at hand. As a matter of fact, this
method has proved to be so luireliable thai
• Mr. Comsledt has been producing motion pictures in color
exclusively for the last ten years, making an internationally
known name for himself. Before the war he diretlt-d Ihe photog-
raphy on a large number of major thealriial fi.ilute pictures
in Scandinavia and produced his own theatrical short subjects.
He was later associated with the Researih Labor.itc)r\ of the
Eastman Kodak Company in Rochester. N. Y. RcLentl\ he was
presented with the first Spedra color temperature meter bv
Karl Freund, A.S.C.
most cinemafograjihers choose to skip the
\vholc procedure.
Spectra Eliminates the Human Error
With the introduction of the Spectra, the
human element when reading color tempera-
tine is, for the first lime, disposed of. The
measurement is done with a pholoelectric cell,
the impulses of which are recorded on a micro-
animeler— the scale of which is calibrated in
degrees Kelvin. The relative amounts of all
wave lengths of light, the red and blue in par-
ticular, are the deciding factors of the color
temperature ol a light source.
The Spectra is based on the measurement of
the relation between the red and blue rays, as
color temperature in practice boils down to
how "warm" or how "cool" your light is. In
from of the meter is a diaphragm and in be-
tween the diaj)hragm and the cell rests a red
filter. The meter is pointed toward the light
source and the diaphragm adjusted until the
needle points to a reference marker, thereb\
making the amount of red light hilling the
cell a constant. A trigger is si|ueezed, remov-
ing the red filter and replacing it with a blue
filter. The value to which the needle then
points is a direct reading of the color tempera-
ture. When reading several light sources affect-
ing the color of the subject, the Speclrasphere,
an accessory, is placed in front of ihe meter.
By pointing the meter toward the camera, the
average effective color tempera lure is obtained.
Once the color lemperature is known, it is
now possible lo make color correciions m such
cases wlitic iIk' .u nial lemperature de\iates
from ihai liii \\lii(li ilu lilui is balanced. For
exteriors, (onedions liin be made with filters.
For interiors, iheir corrections can be made
by varying the voltage, or placing ihe proper
correction filter over the lens— in case all the
lights give the same color. If this is not the
case, individual correciions must be made for
the lights thai are off. Up lo this point it has
been a cjuestion of normal color rendition. For
special effects, mood. etc.. there will, of course,
be a considerable variation of temperature
which will be a mailer of story retjuiremenls
and taste rather than correct color tempera-
iine.
OiHiR .\d\ances in Control Urged
1 II reiniKluce or repeal other color temper-
atures the Spectra will, no doubt, be as help-
ful. .As to correction fillers, these are at present
not always trustworthy and it is advisable thai
these filters be tesled before using them in pro-
duction. The Spectra may lorcc the develop-
menl ol more accurate correction filters— also
imiiroved spectral response of color film emul-
sions and more color constancy in the process-
ing of exposed films. .As to lighling et|uip-
mem, present optics, reflectors and diflu.seis
often interfere with the temperature of the
light and a clean up in this respect is mosl
urgent.
Having a precious instrument like the Spec-
tra around, in addition lo a good exposure
meler, is by no means any guaranlee of good
colors on your screen. These instruments are
—like any camera, however costly— mere tools
and have to be used wiih tjiiite some intelli-
gence and experience. Even so, there will be
no good colors unless \ou know how lo light
your subject and no acceptable images unless
you know both how to li,ght and compose!
The pictorial delights of a motion picture will
thereloie always remain the achievement of a
creative artist behind the camera.
The Audience Expects Real Qualiiv
The standard of photographic ipialiiy on
the motion picture screen today which the au-
dience is accustometl to, has been established
by the leading theatrical cinematographers
and producers. Regardless of the limitations
and difficulties in making non-theatrical pic-
lures, the public therefore expects this flawless,
theatrical cjuality. So far, however, there have
been too many inferior color pictures made.
The Spectra** will l)e a mosl welcome and
much-needed tool in ihe improvement of color
quality but little will be achieved unless this
fine instrument gets into able and tleserving
hands. •
A Word About the Author
if Ollf CoMsTEDr, .A.S.C. was one of Sweden's
foremost cinemalographers and is an interna-
tionallv known expert on tolor phtiiography.
He became the first Scandinavian honored
for memlxrship in the American Stjciety of
Cinematographers. Last year he received from
Karl Freunil the first Spectra color tempera-
ture meler to come off the assemblv line.
"• Manufactured b\ Karl It
tion in Hollvwood.
iMKls I'holo Rr
(]i C'orpor.i
28
BUSINESS>SCREEN MAGAZINE
Keeping Them in tlie Dark
CORNELLS SCHOOL OF 1M)1 STRI VL AM) LABOR RELATIONS
EXPANDS THE USEFUL ROLE OF AUDIO-VISUAL NLATERLVLS
bv Harrv Moore
INMKAi) OF mt Classroom Password l)cin!4
"icadin'. writin'. and lithnit'tic". it has
luconu- "eyes, ears, and cas\ does ii.' and
the tools are charts, graphs, slides, and movini;
pictures.
In its endeavor to fulfdl a triple role ol serv-
ing labor, management, and the public equallv
well, the visual aids progiam ol the New \'ork
State School of Iiidusii ial and Labor Relations
at Ct)rnell University has expanded lapidh in
many directions.
L'nder the guidance of Professor J. James
Jehring. chairman of the Committee on Re-
search and Planning of the New York State
.\udio-\'isual Council which he helped to
lound. and vice-chairman of President Tru-
man's Conference Committee on Labor Edu-
cation in Safetv, the audio-visual laboratorv
has become one of the best ecjuipped labora-
tories in the countiv in industrial and labor
relations.
AsStSTANCt: SOIGHT BV OxHtR SCHOOLS
Requests for information from universities
and colleges in the East have gradually forced
it to assume a role of supplying audio-visual
advice as well as that of carrying out its own
program.
Within ihe school itself, it is offering at an
luidergraduate level a survey course in audio-
visual aids. The requirements compel the stu-
dents to integrate knowledge gained from all
other courses in the curriculum. Problems are
stated— and their solutions presented through
the use of audio-visual materials prepared b\
the students. The techniques of preparation
and presentation of these materials run the
gamut of simple cartoon-type brochures to the
professional slidefilm. all of which aie made
bv the students.
Labor and .Ma.\.\cement Both .\criivt
Solutions to actual business and union sit-
uations are important, not only in the class-
room, but also in real life. Both management
and labor ate making increasing use of audio-
visual materials for worker and top level train-
ing as well as general public consumption.
Economic ideas are currently being emphasized
by both factions: films are employed to get
their messages across. Management has recent-
Iv produced material on human relations,
foreman training, and financial operation. Un-
ions have circulated films on shop steward
training, grievance procedure, and ])olitical
action.
Considering the fact that the school's audio-
\ isual department is quite young, the extent
of use of this media has reached remarkable
proportions and has placed the school among
the leaders ol insiiiiuions ol lii"lKr learnins;
in the use ol tiiese modern methods ol insiiiK
lion.
Some significant new developments havi-
been initialed at the school to increase its
service to management, labor, and the public,
as well as the calibre and realism of instruction
within its own portals. One of these is the use
of a wire-recoider, similar to the type carried
b\ iiewsbroadcasters under battle conditions
during the war. to record mock arbitration and
mediation sessiotis. actual speeches, and de-
bates for instructional purposes and criticism.
ExptRivttNTAi. Proc;rams .\rf Coxukhfu
Two programs within Ithaca itself have re-
cently been undertaken as a service to both
local labor and management. The fiist was
development of a program of films for the
foreman training program of the Ithaca Gun
Company. With the objective of using these
films to improve the relationship between top
management and foremen, and betweett the
foremen and their workers, the company also
got across an incidental message aboin top
policy. So successful has this program been,
that the Ithaca Gim Companv plans to con-
tinue with a similar program next vear.
A second progiam. inaugiuated with the
Ithaca Central Labor Union, prepared a lilm
bibliogiaph\ to be shown at a number of its
meetings covering such subjects as the national
and international aspects of labor, history of
labor, and history of various unions. This ef-
fort to educate union menifjers in their own
background and geneial sphere is aimed to-
wards a better underst.inding of the historical
part labor has played in the .\inerican scene.
In addition, a new innovation has been
weekly previews of new films on industrial
and labor relations b\ students and laciilt\
members of the school. This work is done lor
film-producing companies such as United
World Films, Int.. and Human Relations in
Industrv Films. Previews are also run on ma-
terial produced bv firms like General .Motors
and General Electric as well as other organiza-
tions, among them the CIO.
Equipment and Films .\i-so Increasixc
It must be kept in mind that a program such
as this one is not carried out with bare hands
alone. The audio-visual laboratory has ac-
quired many varied and expensive pieces of
equipment to present material which is either
owned or rented b\ the school. The equip-
ment roster, recently supplemented by the pur-
chase of a new 4" x 5" Speed Graphic news
camera, includes a Leica candid camera, wire
recorders, soundslide machines, motion pii-
ture and opaque projectors, transcription
plavers. antl even a public address svstem. 1 lu
hini library alone has over one hundred sep-
arate items, and is being expanded every day.
M present, a list of films, recordings, tran-
scriptions, and other items available at the
school is being ccmipiled on economics and
human relations for research and class use.
rile ultimate aim in the school's service to
ilie public is eventually to reach out through
an extension organization with audiovisual
centers ami e(|uipment in the larger New \ork
cities to present films to the public on indus-
trial and labor relations. Through these cen-
ters. Iilms and other audio-visual aids could be
distributed Iroiii the central film librarv at
Cornell.
.\nc)ther aim of the audio-v isual laboratory
is to distribute films produced at Cornell on
various fields in industrial and labor relations.
These films will offer a means of spreading its
research findings to the great mass of labor and
industrv in New '^'ork State.
Experimental dim forums in industrial and
labor relations are being planned. Discussion
groups for the general public would be pre-
sented with films on specific problems. Public
awareness and understanding of typical indus-
trial problems can reach a higher level through
these educational forums.
The New York State School of Industrial
and Labor Relations, a revolutionarv develop-
ment in education itself, will continue to lead
in the use and promotion of a new technique:
keeping evervone in the dark about industrial
and labor relations. •
Cornell .Stident F'ilmstrip nti Human Re-
lali'ins ill liidmliy shows "documeiitury" ap-
prodih usi'd ill this pios^ram.
NUMBER
VOLUME 10 • 1949
AVii' Wv/oig Inilinn ul II,,
fxiiini'ii III \ftirti i,!i(irtiliii .
Kaiser-Frazer Sales Training
Film Program Goes Into High Gear
♦ The Kaisi;rFra7kr Corpora-
tion's sales liaining film program
went into high gear this month
with the release of two sound
slidefihns. Prospecling for Sales
and Prcsenling the Car. Produced
by Sarra. Inc., the films form a
sequel to K-F's first slidefilm ven-
ture, Selling Is My Business, and
further explain a practical, down-
to-earth approach to selling cars.
Kaiser-Frazer salesmen in sev-
eral states were interviewed by
Sarra researchers to obtain back-
ground material substantial and
accinate enough to provide deal-
ers with workable plans for pros-
pecting and car-presenting.
Helen Keller Stars in Color Film
on "Helping the Blind" Subject
♦ Helen Keller— symbol of cour-
age and hope to thousands of han-
dicapped Americans— makes a
"personal appearance" in a new
16min sound-andcolor film pro-
duced by Campus Films, New
York, for the Industrial Home
lOR THE Blind.
Titled Helping the Blind To
Help Themselves, the new pro-
duction tells a dramatic story of
how blind men train for various
jobs on business and industry,
and are thus cquip[5ed to lead
useful, independent lives. The pic-
ture will be shown to professional
groups of nurses and social work-
ers, to church organizations, men's
and women's service clubs, and
in schools, colleges and comminii-
ty centers of all kinds. It is also
scheduled for a number of con-
ferences and conventions through-
out the country.
Helping the Blind To Help
Themselves is available on free
loan from the Film Library, In-
dustrial Home for the Blind, l.S
E. 37th St., New York 16, N. Y.
AIR FORCE TRAINING
Sponsor: U. S. Air Force. Film:
So This Is Flight Senicel Pro-
ducer: All-Scope Pictures, Inc.
•k Some of the best "pictures with
a purpose" being produced today
are those being made for the
armed services. At least they're
among the best from an audience
standpoint— for there's no bore-
dom in them. The military seems
II) give the writer and producer a
piettv free IkuuI in getting the
point across in the most cnler-
taining way they know how. The
lesult is pictures that stick in the
mind long after the latest "Eal
(;rinuhies" picltuc is complelch
forgotten.
True, there are probably factors
that make it easier for the gov-
ernment to give producei-s a free
hand than a private corporation-
no board of directors demanding
that results of the picture show up
in the year-end sales figures, etc.
But it wouldn't do most sponsors
any harm to sit through a few of
the services' training films.
So This Is Flight Service is a
case in point. Bob Hope is the
narrator, and the narration is, as
audiences expect it to be under
his aegis, very funny. But it also
gets its point across— that flight
service is a highly efficient and
important department, and that
to work with it is important both
for your own neck and wings. The
reasons for and the workings of
flight service are explained, but
so painlessly that even an audi-
ence of blase pilots would pay
attention.
Technical Notes: The picture is
30 minutes long and seems like
15. Black and white. Production
is good throughout, the cartoon
sequences are clever, and the nar-
ration is excellent enlertainment
as well as instruction.
AUTOMOTIVE SLIDEFILM
Sponsor: Arrow Muffler Div.,
Maremont .\utomotive Prod-
ucts. Inc. Slidefilm: There's
Money in Mufflers! Producer:
Atlas Film Corporation.
ir After successfidly treating job-
ber-dealer selling in ihe slidefilm.
The Swing's to Maremont, this
automotive products concern de-
cided to produce a combination
public service and sales (raining
film on the retail level, .\ccord-
ingly, Maremont conducted a sur-
vey among auto parts sales man-
agers to find out what type of
training information ought to be
stressed. Emphasis should be
placed on the "approach", the
sales managers agreed. ,So the sci-
ence of mutller salesmanship was
expounded in There's Money in
Mufflers.
In a series of flashbacks, the
film shows how a salesman in the
"Bultoiis^'. "Simps" and "7Ap$" arc Ittf
lending rfmiiulcis in "Ihiikcn Strinirs."
automotive section of a large de-
partment store sold mufflers to
four customers who originall)
wanted a different item for their
car motors. For the most part, he
merely showed them that their
desired new part would function
better if the motor had a new
Muiffler. Shots of .Arrow muHleis
being manufactured help clarify
the salesman's explanation.
Technical Notes: Black and white
slidefilm. Running time 20 min-
utes.
Distribution: Prints are available
through representatives of the
manufacturer. In(|uiries should be
addressed to Arrow Muffler Divi-
sion, 1600 S. Ashland .\\e., Chi-
cago 8.
SCHOOL SAVINGS CARTOON
Sponsor: School Savings Forum,
of the Savings Bank Association
of the State of New York. Film:
Broken Strings. Producer: Riv-
erside Pictures.
■k New York State savings banks
are holding fifteen million dollars
of deposits made by the school
children of the state. Over 1,300
schools take part in the thrift
program.
Besides providing current busi-
ness for the banks, school bank-
ing is a wonderful way to train
prospective customers at an early
age on what to do with their
spare money.
As a part of the promotion for
this program, the Savings Bank
Association of the State of New
York has released a new film.
Broken Strings, designed to en-
courage more schools and more
children to take part in school
banking activities and thus to
hvpo the $15 million anle now in
the till.
Broken Strings combines ma-
rionettes and realistic outdoor
Mr. Owl gives some sage advice on sav-
ings in tlie cartoon "Broken Strings."
Ijackgrounds into a happy little
fantasy that will provide a lot of
entertainment and education for
New York school children. Three
acrobatic puppets. Buttons, Snaps
and Zips wander away from their
theatre life in search of adventure.
[oined by Webster the scholar-
ly cat, they find plenty of excite-
ment among flower gardens, duck
ponds, buzzing bees and mosqui-
tos. In one scene Webster, the
puppet cat, fights off a real, live
and belligerent dog.
Interwoven with the mario-
nettes' caprice is the bankers'
commercial— first through analogy
with a bee bank, and then more
concretely through Mr. Wise Old
Owl's magic screen review of a
real banking operation.
Technical Notes: Broken Strings
runs 22 minutes, was photo-
graphed in commercial Koda-
chrome. Otto Kinize created the
marionette characters.
Distribution: 1 he local savings
banks in New York state will dis-
tribute on free loan to schools,
churches, PT.A's, etc.
Otto Kunie's Marionettes
♦ Otto Kunze, whose delight-
ful marionettes are featured
in Broken Strings, is one of
the foremost puppeteers in
.\nierica. He lias been espe-
cially active since 1944 in
commercial work in advertis-
ing, sales promotion, motion
pictmes and department store
programs, .•\mong his spon-
sors have been McCreery's
and Saks-Fitth .\venue de-
partment stores in New York,
Thalheimer's in Richmond,
DuMont and NBC television
networks, Kraft cheese, Penn-
sylvania Bell Telephone and
Matchabelli perfume.
30
BUSINESS SCREEN MAGAZINE
THE TELEVISION SCREEN
Networks linked by AI&I Cable
COMBINED FACILITIES CAN REACH 40 MILLION
■k Oil the night ot |aiuiaiy 1 lih.
the coaxial cable and radio relay
system of the American Telephone
S: Telegraph Company finally
linked the east and midwest tele-
vision networks lor public use.
The cable, connecting the 460
mile section between Philadelphia
and Cleveland, the final link in
the system, was begun in Octo-
ber, 1 9-17. and cost approximately
twelve and a halt million dollars.
The new combined network fa-
cilities will bring television witli-
in the reach of an estimated forty
million of tlie hundred and forty
million peo])k- in the United
.States.
Opening Night A G.\la Eve.nt
The momentous occasion ot
the opening, in which all net-
works and stations took part, was
featured by personally spoken
congratulations from the Hon.
Martin H. Kennelly, Mayor ol
Chicago, Mr. Vincent Impelle-
lieri. speaking lor New York's
.Mayor William O'Dwyer, and
Wayne Coy, chairman of the Fed-
eral Communications Commis-
sion. .\BC. C;B.S. DuMont and
NliC presented 15 minute pro-
grams of their leading stars from
New York and Chicago.
Leading off the program were
selected scenes from a new A.T. St
T. film. Stepjnng Along Witli
Televisinii. Produced by Caravel
Films under the supervision of
the Long Lines Information De-
partment, the new picture por-
trays the Bell System's importani
role in television.
Film Gives Background Facts
The story explains how a mu-
sical ballet television program
originating in a New York studio
is delivered \ia coaxial (able and
radio relay facilities to a residence
in Waukesha. Wisconsin.
.Map animation was used in
part to show how a program is
carried by the Bell System net-
work from East to Middle West.
This map also brings out the
story of the origin and growth of
the long distance telephone net-
work, then the radio network and
finally the story to date ol the
television network, leaving the
audience to answer for itself the
question of the future.
Long Lines plant personnel and
equipment have a prominent
place in the film. Oome of the
principle scenes were filmed at
the co-ax and microwa\e control
terminals in New York.
Stepping Along Willi Tele-
I'ision is notable for a fine mu-
sical score, unusually good record-
ing and the Corps de Ballet which
may be seen in frequent shots
throughout the film.
The new picture will lollow
customary Bell System channels to
all employees and the general
public in motion picture theatres,
school and service clubs.
NATIONAL T-V CONFERENCE
Chicago Television Council
Plans Sessions on March 7, 8, 9
•k Arrangements are being made
to hold a major national televi-
sion conference in Chicago March
7-8-9, according to James Stirton,
president of the Chicago Televi-
sion Council and general manager
of the central division of the
.American Broadcasting Company.
.\11 phases of television will be
discussed in panel meetings as
well as in general sessions by
piomineiu iiieu in the industry.
"This conference, scheduled to be-
come an annual event, is intended
to Ije practical as well as informa-
tive, " Stirton said.
A registration lee, to be an-
nounced later, will cover all costs,
including three luncheons and a
major dinner. Names of principal
speakers also will be disclosed
soon. The conference is open to
members of the industry and all
other interested parties.
Video Film Production Cited As
Answer to High Cost of Live Shows
♦ Ihe prohibiti\e high cost of
coaxial transmission of live tele-
vision programs will call for the
continuous production of video
films, four top NBC-TV officials
told the .American Society of Cin-
ematographers at a recent meet-
ing. Edward Sobol, Robert Brown.
Bob Clarke and William L. States
also said that TV may soon be
able to afford the services of the
picture indiistrv's top cincmatog-
raphers.
.Although a\ailable. color l'\'
was dismissed by the NBC execu-
tives as highly impractical because
of the large number of channels
it demands. However, work is
steadily progressing on color TV
experiments at the University ot
Southern California and the .Allen
B. DuMont Laboratories. Dr. Wil-
lard Geer, professor of physics at
use, has already taken steps to
gain priority of invention rights
on his new multi-color receiving
tube for home receivers.
Bell System's Long Li
♦ Sleppiiig Along Willi Trie
I'ision is the Long Lines' sec-
ond major motion picture
production. The first was A
Million Times A Day (Busi-
ness Screen. May, 1948)
which was released early this
year and is still being used far
and wide. To date. Bell
System .Associated Companies
have purchased some 300
prints of the movie, and not
long ago, it even crashed
Broadway when it was in-
cluded in a Roxy theatre pro-
gram.
As of the first halt of 1948
nes Films Widely Shown
more than 409,000 persons,
preponderantly the general
public, were reported to have
seen the film at approximately
1,600 showings. Based on past
experience, which shows that
it takes time for a new release
to get underway, it is ex-
pected that the audience to-
tals tor the last six months ot
1948 will be e\en higlui.
Both Long Lines films will
undoubtedly be seen by a
good share of the estimated
audience of 17 to 20 million
persons who will view Bell
Svstem films this vcar.
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.
Dual-Purpose Commercial Pictures
♦ Sponsors can reduce the cost ol
television films by producing reg-
idar commercial 16inm motion
pictures that will be acceptable to
television program directors with
little or no revision. That is the
idea that Charles J. Durbin. assist-
ant advertising director of the
United States Rubber Company
and president ot the Am'erican
Television Society, outlined in a
talk before the National Televi-
sion Film Council.
In elaborating on his sugges-
tion, Durbin said, "With the main
purpose of the film lying in an-
other direction and the cost of the
film charged to a budget other
than television, we nevertheless
find ourselves with a library ot
complete television programs
which we can use ourselves or
which we can furnish to dealers
and branches. Sometimes we have
to re-edit a film tor tele\ision, but
quite often we can. by planning
tor television in advance, use the
picture on the air in exactly the
same condition it was in original-
ly. It seems to me a great many
more films— better films— would be
(continued on the next page)
SCF.NF.S FROM "Stepping Along With
Television" Bell System Long Lines film
featured on network opening program
NUMBER I
VOLUME 10
19 4 9
(cONTINUtD FROM PRECEDING PACE)
sold if sponsor and producer stud-
ied all the possible uses of a lortli-
coming film before the first scene
ivas shot in the studio."
First Television Academy Award
Given to TV Film "The Necklace"
♦ The Academy of Tele\ision
Arts and Sciences' first annual
award for the best film made ex-
pressly for tele\ ision was given to
Marshall Gr.^nt-Realm Produc-
tions for their TV film adapta-
tion of Guy De Maupassam's The
Xe(klacc. The film, one of a series,
was made lor television.
TELEVISUAL SHOP TALK
.... Film recordings of the televi-
sion broadcast showing President
Truman's inauguration were
made available within 24 hours to
stations in everv iclevision city in
the country.
.... Charles C. Barry has been
named ABC's vice-president in
charge of television. The position
of vice-president in charge of pro-
grams was filled by J. Donald
Wilson.
.... RCA Victor purchased
Farnsworth's Marion, Ind., plant,
which consists of six biuldings ami
54 acres. .After extensive modern-
ization and expansicm, the plani
will be used as the company's mid-
west T'V tube production center.
.... As pan of its expansion pro-
gram, Zenith has Ijought the Rau-
land Corp., maker of cathode ra\
tubes for television pictures.
.... Noran E. Kersta resigned as
executive assistant to NBC's v-p
in charge of television to head the
video department of the William
H. Weintraub ad agency.
.... The Erianger Players of Bui
falo televised the first tw'o acts of
their three act play, "The .Silver
Cord." Immediately following the
telecast, the box office was deluged
with phone calls, angry viewers
inquiring about the third act. An-
swered the management, "If you
want to see the third act, come on
down to the theatre tomorroxv
night— admission is §1.20."
.... Less than forty minutes alter
the initial alarm was sounded.
WCAU-TV was covering "live"
the recent three alarm fire that
raged through the First Baptist
Church in dowiUi>wn Philadel-
phia.
.... More than twenty British
manufacturers are turning out
television sets at the rate of 5,000
a month, according to a sur\ey in
Lord Beavcrbrook's world news-
paper. The Recorder,
B^l^yi]§Q@i in the mw,
Twelve Reasons for Entering Television Given
Advertisers by American Broadcasting Company
* Twelve specific reasons yvhy ad-
vertisers should enter television
are contained in a 20 page, two
color booklet which the .American
Broadcasting Com|jany mailed re-
cently to advertisers and agencies.
It marks the first attempt of its
kind bv a network to sell T\' to
advertisers without specific men-
tion of individual nets or stations,
the only web identification con-
tained being the signature ol an
ABC; \-p on the last page.
Containing a thorough apprais-
al of television in the introduc-
tion, the book moves quickly to
the 12 reasons why an advertiser
should get into television now.
These points are;
1. Get experience now, while
circulation and talent rates are
low.
2. Line up valuable time fiiin-
iliisex while ihev are still avail-
able.
J. Keej) iilireiist ol competitors,
many of whom are either in tele-
vision now. or are planning to get
into ii in the near future.
4. Television is reaching mid-
dle and lower income brackets—
S()^',, of sets in New York and
Television
Commercials
Advertising agencies have been looking for motion picture
producers who know how to create one-minute films that tell
a sales story and are easy to look at time and time again.
They have found us. That's why our television deportment
is so busy. Live photography, stop motion, cartoon animation,
special effects all go to give our television commercials a
high rating.
Everything is produced in our own Studios, by our own
experienced personnel, with the finest equipment in the east.
Prices quoted on request.
i4^i
LOUCKfi'NORUNG
245 WEST 53 TH
MOTION PICTURES
ST. . NEW
SLIDE FILMS
YORK CITY
SINCE' I ?2 3
Philadelijhia are now in homes of
iliese economic levels, the mass
iiKirket,
5, TV stations are operating in
'the /nrg«(' mrtr/(e(i — where the'
sponsor has the greatest opportu-
nity to realize a return on his ad-
vertising, - -
6, The glamor and newness of
television make it an excellent
tool for public relations.
7, High ratio of video sets in
use means steady advertising im-
pact.
8, Large number of viewers per
set means greater circnlation in
television.
9, Due to the eye and ear to-
gether being more retentive than
the ear alone, sponsor identifica-
tion ratings are extremelv high in
TV.
10, ,Surveys indicate television
commercials are more ai i eptnble
than radio commercials,
11, Television, for many adver-
tisers, is the lowest cost method of
demonstratioii in the home avail-
able today,
12, Television, combining sight,
sound and action, produces a
•greater selling impait than any
other advertising medium todav.
Television's Aid to Public Service
Demonstrated by New Fund Picture
♦ .\ liiiielv example ol the wav
television tan aid in public edii-
lation was illustrated by the re-
lease of a ten minute film made
by Philco's WPTZ (Philadelphia)
lor the use of the Arthritis and
Rheumatism Fund in its current
national campaign.
The film was made at the Llni-
versitv of Pennsylvania .-Arthritis
Clinic bv the station's special
events film unit and donated to
the .-\rthritis and Rheumatism
Foundation for use in ih? current
naiion'il campaign to raise two
iiiillioii dollars for research and
tieatnient of persons suffering
lioin the disease. The motion pic-
ture gives graphic examples of
how effective the newest types ol
medical equipment can be in
(ombaiiing arthritis. Video view-
ers will more easily understand
just how the money given to the
Fund will be spent in establish-
ing similar (linics throughout the
nation.
Ihioimh the lacilities ol the
Fund, the film will be offered to
.ill television stations with the re-
i|iiest that it be shown as a public
serv ice, Fwenty second spots were
iii.ide liom the film and are also
.iv.iil.ilile lor television irse.
32
BUSINESS S.CREEN MAGAZINE
Audio-Visual Dealers Hold
Regional Sales Meetings
♦ More than 80 luenibers
fi'Oin nine slates attended the
■Southern Regional Meeting
of the National Associaiton
OF ViSlAL EuLCATION DtALERS
at tlie Bikmore Hotel in At-
lanta, Ga.. on |anuary 14-15.
High point of the meeting was
a talk by Edward H. Stevkns.
president of Stevens Pictures
in Atlanta, on "97 Ways to
Reduce Selling Expenses, In-
crease CAistonier .Service— and
Vour I'rolit." Other talks in-
1 killed "Financing Voin Busi-
ness" b\ R. S. Pringle. vice-
president ot the Fulton Na-
tional Bank in .\tlanta, and
"Ihis Business of Selling" by
Albert Schindler. former un-
deisecretarx of commerce and
president ot the National Fed-
eration of Sales Exenutives.
Stevens based his "97 Ways
. . . ' on a recent magazine
article surveying the plans of
hundreds of small business-
men. Of course, he adapted
the conclusions directly to the
needs of the audio-\isual deal-
er and the Itjnini film libra-
rian.
In his talk on finance. Prin-
gle discussed information the
bank must know about a-v
dealers and film libraries be-
fore it can render financial
aid. He also outlined various
types of financing that are
available. .\ basic plan offered
by Pringle to X.W'ED mem-
bers recommended that a com-
mittee study present contracts
on films and equipment in
order to formulate a plan,
working with time pavments.
to make funds available for
better financing.
In looking for a way to in-
crease sales. Schindler empha-
sized the fact that "it is about
time we stopped fulfilling the
needs and started creating
wants."
Other NA\ED regional
meetings scheduled for this
vear are:
Southwestern Meeting —
Melrose Hotel, Dallas. Tex.,
February 1 1-12:
Western Meeting — .Mult-
nomah Hotel, Portland, Ore.,
February 24-25-26:
Midwestern Meeting — Ho-
tel Sheraton, St. Louis, Mo..
March 3-4:
.New England Meeting— Ho-
tel Statler, Boston, Mass..
.\pril 1-2.
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THE NEW
Projection Lamp
Look at the sleek,
clean-cut, streamlined
uniformity.
Again G-E gives you more than you expect! For this new G-E Projection
lamp not only gives viore light on the screen at the beginning of life, but
it maintains its light better during the life of the lamp.
This new development of General Electric lamp research— exclusive with
G-E for more than two years— is based on a new technique, a precision
machine-controlled process that makes for better lamps, more uniform
performance and greater screen brightness. And you get it at no extra cost
another good reason why you'll want the new G-E Projection Lamp
in your new projector and for replacements.
GE LAMPS
GENERAL AeLECTRIC
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PROVIDE THE "PROJECTIONIST'S HANDBOOK " FOR YOUR FIELD FILM OPER-\TIONS.
Every sales, service or training representative of Shows how to present films, saves wear and
your organization should be provided with a copy tear. Write for particulars to Business Screen,
of the new Audio- Visual Projectionist's Handbook.
812 North Dearborn Street, Chicago 10, Illinois.
NUMBER I
VOLUME 10
9 49
33
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TENNESSEE
B fc H SOUND
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• Offered for reduced price
sale is one complete 16inm Bell
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exceptional bu\ for any organ-
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National Television Film Council
Plans to Form Film Clearance Unit
♦ The National Television Film
Council has forged ahead with
plans to form a video film clear-
ance bureau and a directory of
tele\ision films. Rosalind Kossoli
of .\-¥ Films, Inc. was named
chairman of the sub-committee in
cluirt^e of the 1 \' film directory,
while William L. Roach, legal
coitnsel for United Artists Pic-
lures, was appointed head of the
sub-commiiiee forming the TV
film clearance bureau.
Demonstrates New Balowstar Lens
for Poorly Lighted Video Scenes
♦ Because it makes possible tele-
casting under extremely low light-
ing conditions, the new Balow-
sT.AR lens, perfected by Dr. Frank
G. Back and handled by Jerry
Fairbanks, Inc.. may prove to be
a giant stride toward technical
perfection in television. The lens
was used successfully for the first
time in telecasting the Christmas
services from St. Patrick's Cathe-
dral, New York, by VVJZ-TV.
Due to its high resolution and
contrast power, the f/1.3 Balow-
star allows TV cameramen to tele-
\ise from interiors and exteriors
with as low an illumination as
one-fool candle power. Fhe mod-
erate telcphoto lens has a 7 inch
focal length and is 6 inches in
diameter.
Los Angeles Electric Power Film
Offered for Free Television Use
♦ Morf Power to You, the 25 min-
ute film that shows how electric
power helped turn an arid section
of the West into one of the largest
metropolitan districts in the
Uniled States, is now available for
television use, free of charge. Han-
dled by Simmel-Meservey, Inc.,
the film is being offered to televi-
sion stations through the courtesy
ol the Uos ,\ngeles Department of
Water and Power.
It tells how the Colorado River
was bridled to benefit a commu-
nii\ 266 miles away. Essentially,
the film depicts the construction
story of the world's largest trans-
mission line as it progressed
through rugged mountains, an-
cient ghost towns and metropoli-
tan suburbs.
TELEVISION FILM NOTES
♦ The full story of the Berlin air-
lift, filmed in Germany with the
cooperation of the U. S. Air Force,
was telecast for the first time over
.\BC on five consecutive days this
month. From the take-off at Frank-
furt-on-Main to the landing at
Berlin's Templehof ,\irdromc.
viewers were treated to air views
along the shuttle run. Other scenes
show air-lift pilots being inter-
viewed, planes being loaded and
tmloacUcI III precious cargo and
the uaim welcome given these
daih planes b\ native Berliners.
Video Music Series Stars Spaeth
♦ Dr. Sigmund Spaeth, well-
known music authority, will dis-
cuss .\mericair music in a series of
15-minute video films. The series
is being pioduced by General
Film PRonucTtoNS Corporation.
Cleveland Pitcher In Video Films
♦ Gene Bearden, star pitcher of
the Cleveland Indians, will be fea-
tured in a group of television-tai-
lored films slated for early produc-
tion at the studios of Jerry Fair-
banks, Inc. R. J. Reynolds Tobac-
co Company, makers of Camel
cigarettes, is the sponsor.
Also in production is a new
commercial film for the Standard
Oil Company of Indiana.
Peerless Film Processing Licenses
to Calvin Company and Telefilm
♦ The Calvi.\ Company , of Kan-
sas City, and Telefilm Laborato-
ries, of Hollywood, have been
licensed to offer their customers
Peerless Film Processing .Service.
16 or 35
Film-
PROCESS
IT THIS
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FONDA FILM PROCESSING EQUIPMENT DIVISION
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Send today for your complimentary copy of
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Address Fonda Division, Solar Aircraft Com-
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STAINLESS PRODUCTS san diego 12, calif.
34
BUSINESS ^.CREEN MAGAZINE
BOARD
t[IUCAT10N#»0S«I»lS
MMCAL
OaETV
n
The National Tlberci losis Association )ias recently coiiij>teted the
lO-minute film "You Can Help" vliich presents the case for (oopernlive
action in dispelling this disease. Scenes above are typical of the film.
National T. B. Association Presents the Case for Group Action
tlif acti\ ities ot the local 115 agen-
cies as well as their relationship to
state and national associations.
While emphasizing prevention
and research aspects of tubercu-
losis pre%ention. the film also de-
scribes the role of the association
in case finding and rehabilitation.
Edgar Dale, chaimian of the
\T.\ materials committee and
head of the bureau of educational
research at Ohio State University,
worked in close cooperation with
producer Paul J. Fennell on the
film. Community groups can ob-
tain a copy of You Can Help with-
out charge through state or local
tuberculosis associations.
Theatrical Trailers Help Fight
Cancer and Quack Healers
♦ The .American Cancer Society
has recently released a two minute
theatrical trailer warning against
cancer treatment b\ ipiacks. Su-
pervised by Film Counselors, the
trailer was produced in .Ansco col-
or b\ Film Graphics. .Astoria. L.I..
motion picture producers.
♦ Yiiu Can Help is the name and
the theme of the latest film spon-
sored bv the N.\T10NAL TlBERCL-
Losis .Association in its fight
against the dreaded lung disease.
Like several other films in the
series, this 10 minute black and
white sound motion picture strives
to pi'e\ent the spicad of TB bv
dispelling the mist of ignorance
surrounding it and organizations
devoted to its extinction.
Narration, animated drawings
and action photograph\ combine
to tell the story of an average local
tuberculosis association, a \olun
lary organization with a program
based on community needs.
Health education through press,
radio, films and other communi-
cation media is shown to be the
chief aim of the association. Spe-
cifically, the local unit seeks to
help everyone in the communit\
to realize what he can do to help
himself and others a\oid the dis-
ease.
The clever animations clarify
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\l E R I D E \ , r 0 \ M .
NUMBER
VOLUME 10
9 4 9
35
In ihe^M
Hamilton Watch Picture Shows
Details of Precision Workmanship
♦ The inuicato details ol uauh
making are explained in the new
IGinm Him. ]yhat Makes a rim-
Watch Fine? Produced by the
Jam Handy Organization for the
Hamilton Watch Company, the
picture displays all the amazing
dexterity of delicate watch mech-
anisms. Tiny parts, no bigger
than a speck of dust, were photo-
graphed so closely that the\ fill
the screen.
\\\ the phases of watch manu-
facture are depicted. The camera
roves through a miniature steel
mill which makes alloy used in
manufacturing watch parts and a
laboratory where jewels are fash-
ioned to provide the bearings for
small watch parts. However, the
film is not technical in nature.
.■Although manufacturing se-
quences make up the bulk of the
picture, many believe-it-or-not tid-
bits are thrown in to add variety
and interest.
The film is available without
charge from local Hamilton watch
dealers for showings before civic,
industrial and educational groups.
Episcopal Church Film Foundation
Receives Third in Forum Series
♦ The Film Forum Foundation
of the Episcopal Church has re-
cently received the third in its
series of Eyes Of The Cluirch
films from producer RKO Pathe,
Inc. This series has been planned
to create discussion and encourage
thought on problems of the day.
It will be used at forum meetings
in conjunction with public dis-
cussion programs.
The new film, duest For To-
morroiu follows the concept of
reaching no conclusion, leaving
an open question for discussion,
which was originated in the first
two films of the series. It points
out that while churches and reli-
gions differ, they all preach peace
—yet fail to guide the world in
achieving it. The film states it is
the duty of men and churches of
all faiths to make peace a reality
rather than a dream. It also poses
the problem of whether or not the
United Nations can succeed where
other attempts have failed.
Oiliest For Tomorrow will be
distributed by Merriman Holtz.
61 1 North Tellamook Street, Port-
land 12, Oregon.
^aciT^^g ^^^m
A. B. Dick Compa.nv introdlcls its new "400" line of mimeograph
duplicators in "The 400 Series." Sana, Inc's director Harry Lange (on
ladder) is preparing to shoot a typical scene in the film
ijiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiniiniiiiiiii^
LESLIE ROUSH
PRODUCTIONS, INC.
119W. 57thSt,,NewYork 19,N.Y.
illllHllllllllllS
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PRODUCERS OF
MOTION PICTURES
FOR INSTITUTIONAL.
PUBLIC RELATIONS
AND EDUCATIONAL
PURPOSES
A. B. Dick Company Uses Film to
Show Mimeograph Sales Features
♦ File sales lorce of the .■\. B.
Dick Company has a new tool for
winning customers— a motion pic-
ture. The 400 Series. Produced by
Sarra, Inc., the film displays the
outstanding features of the firm's
new line of mimeograph duplica-
tors. The film shows why the six
duplicators in the new "400"
line make duplications that are
exact to the extreme.
Caterpillar Tractor Co-Stars the ;
Farmer and Equipment in Picture
♦ I he .\merican larmer and Cat-j
erpillar tractors co-star in the new!
16mm color and sound motion
picture, Tlie Farmer Does the Job.
Produced by the Calvin Company
for the Caterpillar Tractor
Company. Peoria, 111., the film
spotlights the tremendous job
being done by the nation's farm-
ers. Caterpillar farm machines
are featured in sequences showing
how well they are fitted to mod-
- *^^^
iDiiiiiiiiiiniiiii
I LESLIE M. ROUSH JULES K. SiNDIC |
l«iiiii»iiiiiniiiiiiiiiiiiiiii)iiiHyiiiiiiii»iiiiiiiiiiiiiiiiiiiiiiiiiii««ii«iii"iiiiiira ««« :iii«iiii«iiiiiiiiiiiiiiiimiiii«iin niiiiiml
—from "The Farmer Does the Job"
ern, mechanized farming methods.
The film offers track-type trac-
tors and efficient implement
hitches as a means of achieving
the three aims of most fanners-
economical operation, maximuin
production and personal comfort.
Copies of the film are available
from the manufacturer as well as
from Caterpillar distributors.
Pam-Am Coffee Bureau Film "Good
Things Happen Over Coffee"
♦ Fhe Latin .American countries
and their favorite product are fea-
tured in the 28 minute color and
soinul motion picture. Good
Things Happen Over Coffee.
Sponsored by the Pan-American
Coffee Bureau, the film stresses
the importance of coffee as a vital
factor in the economies of the
Latin .American nations. .\l the
same time, it pictures the scenery
and people of these coffee-grow-
ing countries.
Since the film also shows the en-
tire process of making coffee, from
planting to packing and shipping,
it is especially adaptable for use
in schools and colleges. The film
is available without charge from
.Association Films.
36
BUSINESS SCREEN MAGAZINE
Title scene of "l\'heels-A-RoUing"
Railroad Pageant Now on Screen
♦ Mr- "WIkcK ARollinj;" pag-
eant, wliicli made bucli a big hit
at the 1918 Chicago Raihoacl Fair,
has been transferred to the IGmiii
screen. Like its namesake. Wheels
A-Rnlling depicts the history of
raihoad transportation in this
country, and the original cast is
featured. Produced bv John Ott
Kihns. the new release is available
in sound and color or in 16mm
black and white. Further infor-
mation ma\ be obtained b\ writ-
ing to John Ott Films, 730 Elm
St., Winnetka. 111.
New York Central Shows Color Film
of Employee Teamwork on Railroad
♦ IVithin llie Ova!, new color
and sound motion picture spon-
sored by the New York Central
.Syste.m, is designed to show the
railroad's 130,000 men and wom-
en how each of them helps form
a giant teani which serves the
public with an eleven-state trans-
portation system, .\lthough the
picture shows many of the com-
pany's shops, terminals and of-
lices, the major portion of the
film is devoted to the men and
women working in a multitude of
different jobs— all important and
all contributing to the smooth
functioning of the railroad. Run-
ning through this parade of occu-
pations is the theme that although
the railroad provides good tools
of transportation, skilled em-
ployees are needed to use them
properly.
The 21 minute him is slated for
showings before employee groups
at meetings and conferences, at
railroad VMC-\ branches and at
meetings of athletic associations,
and veterans' organizations.
Santa Fe Releases Two New Films;
on Freight Service and Travel
♦ Two new hlms ha\e been re-
leased bv the S.\NT.\ Fe R.\ilro.\d
for general distribution. At Your
Sen'ice tells the story of the rail-
road's modem freiglit service.
while Along the Santa te Trail
sketches Santa Fe's passenger ac-
connuodalions.
In 25 minutes of sound and col-
or. At Your Servile parades before
its audience the entire history of
the Santa Fe freight service from
its eighteen mile beginning to a
modern network of 13,000 sprawl-
ing miles of track. Such innova-
tions as centralized traffic control,
radiotelephone, the rail detector
car and the company-developetl
ballast cleaner are shown in at
tion. .\lso depicted are the less
technical developments of the
steel-sheathed refrigerator car and
the new type livestock and grain
car.
The 35-minute color and sound
film, Along the Santa Fe Trail.
tours the southwestern wonder-
land which the railroad serves.
Scenic attractions in Colorado.
\ew Mexico, .Arizona and Cali-
fornia are portrayed. A high point
of the film is a visit to the Indian
Detour Country while the Gallup
Inter-Tribal Ceremonials are in
progress.
Both films are being distrib-
uted on a free-loan basis by the
Santa Fe Film Bureau, 80 E. Jack-
son Blvd.. Chicago 4.
For 16mm. Film — 400 to
2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
Only
i?i^?^HTtSli °^"
FiberbMt
1 dM^I
Cases
TRADE SHIPPING
this
MA?K
THE PRODUCTS .\ND SERVICES .AD-
VERTISED IN THE P.AGES OF THE
Bl SINESS SCREEN .ARE .AMONG THE
•BLUE CHIPS" OF THIS FIELD
VARIABLE SPEED MOTOR
with TACHOMETER
For Cine Special Camera and Maurer Camera
fiefow Variable Speed Molot and
Tachometer with Cine Special Sate
and Maurer Adapter
• 115 VOLT UNIVERSAL MOTOR — AC-DC
• VARIABLE SPEED 8-50 FRAMES
• SEPARATE BASE FOR CINE SPECIAL
• ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-50 Frames.
1 15 Volt AC 60 Cycle, Synchronous Motor, Single Phase.
220 Volt AC 60 Cycle, 3 Phase, Synchronous Motor.
Animation Motors for Cine Special, Maurer and Mitchell Cameras,
Motors tor Bolex and Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, inc.
Above Variable Speed Motor and
Tachometer with Cine Special Camera
Sefow: Maurer Camera with Variable
Speed motor and Tachometer
20 West 22nd Street
New York 10, N. Y.
i$^^H
lid ©1"
.^;ll
NUMBER I
NEWS OF PICTURES AND PROMOTION
I'H il Kl -MI.M'l I' I ('('.'(,/,/.* Jllduili}. itikt
ail intereat in Armand Denis' cquipmeni
during niaktitg of tuw Dodge coin)
Iravel films idesirihed bcloii'}.
TRAVEL ADVENTURE
Dodge Division Sponsors New Denis
Filnd on South American Adventures
♦ .\iniand Denis' "wlieels" series
ol adventurous travel films is roll-
ing again. This time the well
known explorer-producer is bra\
ing the rugged mountains, treach-
erous jungles and head-hunting
Indians of South .America to film
Wheels Across South America in
color and sound lor the DoDct
Division of Chrysler Corpora-
tion. He already has told the
story of pioneering automobile
expeditions across two continents
in Wheels Across Africa and
Wheels Across India.
Starting out from Guayaquil.
Ecuador, early last May, Denis,
with his twin sons and a group ol
lihu technicians, pointed the noses
of their Dodge sedan, panel truck
and power-wagon towards Rio dc
Janeiro, a year and a continent
away. The motor caravan, thus
far, has taken the inountains and
jungles in fine style.
The mobile explorers have fasci-
nating experiences to relate.
In Ecuador, the Denises camped
for two weeks among the weirdly-
painted Colorado Indians. These
South American aborigines paint
their bodies a vivid vermillion
and load their hair with a tret-
derived dye called achiote. When
the dye hardens, their hair looks
and feels like a hard, durable hel-
met. To complete the c o 1 o i
scheme, their teeth are black, the
result of chewing a certain type
of leaf.
Denis has written of the m .
"The Indians were fascinated by
our spotlights, our radio tele-
phones, the cameras and sound-
recording equipment; a ride in
the power-wagon was the greatest
reward we could offer them for
their cooperation in our moving-
picture work."
The head-hunting Jivaros were
something else again. They oc-
cupy a large territory on the Ecua-
dor-Peru border amid almost in-
accessible jungles. However, in
spite of fearsome tales, Denis
and his fleet of Dodges powered
their way to the land of shrun-
ken heads. They were lucky. In
the first Jivaro house they came
lo, they found an old man dy-
ing of a poisonous snake bite.
Alter doctoring the swollen leg,
the jungle-roving film producers
were rewarded with a look at the
old Indian's most prized posses-
sions, two shrunken human heads
the size of a man's fist.
Since the Denis expedition ten-
tatively ends at Rio in May, a re-
lease date has not yet been sched-
tded for Wheels Across South
America. However, the 4,000
Dodge dealers who will be the first
lo see the film can look forward to
\ iewiiig a generous slice of a beau-
liful and fantastic continent.
Chicago Tribune Film on Books In
Wide Demand Among Industry
♦ The Chk;ag(j Iribines book
publishing and marketing motion
picture, A Book Goes to Market.
has evoked an unexpected rental
demand. Originallv, the two-reel
color film was produced to be the
newspaper's contribution to the
■American Booksellers' .Association
convention held in Chicago last
May,
However, several people in-
quired about showings after thev
had seen it at the convention.
This started a rush for the film,
which now has been shown to 28
book publishing, retailing, and
educational group' with a total
audience of 7,000 persons. In-
cluded in this list are numerous
schools as well as the Chicago
firms of Carson Pirie Scott & Co.,
PATHESCOPE PRODUCTIONS
5«0 FIFTH AVENUE, NEW YORK 19, N. Y.
PLAZA 7-5300
The Fair Store, and A. C. Mc-
Clurg & Co.; Bru<e Publishing
Co. of Milwaukee; New York's
Publishers' Ad Club, Mac\'s Book
Fair, the New York Booksellers'
League and the Women's Nation-
al Book Association.
New York requests lor bookings
are handled by Howie Emrich of
the paper's New York advertising
office.
Lederle Laboratories Sponsors Film
on Sulfa Treatment of Livestock
♦ How a new and potent sulfa
drug can be used in the treatment
of livestock diseases is shown in a
new color film produced by the
Princeton Film Center for the
Lederle Laboratories Division
OF THE American Cvanamid Com-
HANV.
The 25 minute film. Subnet Sul-
famethazine in the Treatment of
Livestock Diseases, first describes
the properties, manufacture and
application of sulfa for veterinary
use. Then, to show the practical
application of the drug, the film
illustrates symptoms and the new
sulfa cure for some of the more
(ommon diseases of horses, pigs,
sheep and cattle. By animation
ihe characteristics of the new drug
are compared with other sulfa
drugs in maintaining effective
blood level concentrations as a
means of overcoming bacterial in-
fections.
The film is available to veter-
inarians and farm groups; through-
out the country. East of the Rocky
Mountains, prints may be ob-
tained liom the Lederle Labora-
tories Film Library, 30 Rocke-
leller Plaza, New York 20; west
of the Rockies, from the labora-
tories at 714 S. Hill St., Los An-
geles 14.
Print of Canadian News Review
Sealed in Cornerstone of School
♦ A print of Canadian Headlines
of 1948, a new Associated Screen
News, Ltd. release, has been set
aside for posterity. The film,
sealed in a water-and-air-proof
container, has been embedded in
I he cement cornerstone of a voca-
tional guidance school for crip-
pled children in Toronto. What
posteriiv will see when they break
open the cornerstone and view
the film is a pictorial record of
important news events which hap-
pened in Canada and to Cana-
dians the world over in the an-
cient vear of 1948 .A.D.
EDITORIAL POSTCRIPT
P.S. News of your new film re-
leases in Bi'siNESs Screen reach
more than 10.000 executives in
business and industrv.
38
BUSINESS SCREEN MAGAZINE
Elcctro-Parnt Film's New Approach
♦ IClcitxi-ftiinlitig, ;i recent in-
dustrial film release, uses an inter-
esting technique to show how
Ransburg Electro-Spray has re-
duced the cost of product coating
almost 50%. The camera, and the
film audience with it, visits fifteen
plants which manufacture a vari-
ety of products. In each plant the
old and the new painting process
is described. .-Vctually, the maga-
zine symposium is here transferred
to the screen. Color and sound
help dramatize this film story of
"industry's super paint brush."
Garment Mater's Case History
♦ Millidiis of work garments are
manufactured every year, and in
their new color sound slidefilm,
Music to Your Ears, Blie Bell,
Inc. describes all the skill and
care that go into their produc-
tion. Produced by Sarra, Inc. and
handled by N. ^\'. Ayer and Son,
the 22 minute Kodachrome film is
a case history of work garment
NEW 16MM MOVIOLA
Model LP
Picture area
2"x2n"
also
available
with sound
equipment.
Write for literature and prices on our
complete line of 16mm and 35mm editing
equipment, vrhich includes: film viewing
machines, sound readers, synchronizers,
differential gear rewinders, rewinders.
MOVIOLA Manuiacturing Co.
1451 Gordon St.. Hollywood 28. ColU.
Process your
Ansco Color Movies!
Complete equipment, chem-
icals, instructions, $99.00.
Laboratory equipment lists tree.
MOGULL'S
68 West 48 St.. New York
manufacture in the factories of
Blue Bell. The picture is designed
for company dealers and distribu-
tors.
Industrial Engineering Questions
Answered by Chicago School's Film
♦ I he INDIMRIAI. E.NGINKERINC
College of Chicago has answered
the question, "What is industrial
engineering?" with a 16mm color
and sound motion picture. Mighty
Labors. Designed for the general
public, the film explains in non-
technical language modern con-
trols essential to economical pro-
duction. Through careful dem-
onstrations, the picture clarifies
the functions, principles and prac-
tices of time studies, methods en-
gineering, job evaluation, plant
la\out, process charting and wage
incenti\es. The picture also shows
how the application of these tech-
niques plays a vital role in bring-
ing about a better way of life.
Twent\-four major business and
industrial firms collaborated on
the production. Included in this
group were Marshall Field and
Company and the Carnegie-Illi-
nois Steel, Chrysler Motors and
Zenith Radio corporations. Nine-
ty scenes were shot in the plants
of these cooperating companies.
Prints of the film are available
without charge from Industrial
Engineering College, 3309 W.
Washington Blvd.. Chicago 24.
Inter-Racial Problem in Medical
Care Discussed in Timely Film
♦ Film Publishers, I.nc. has re-
leased a new 10-minute film. The
Sydenliam Plan, produced by The
World Todav. The background
for the picture is .\merica's first
inter-racial hospital. Sydenham, in
Harlem.
The Sydenham Plan explains
how racial prejudice often de-
prives patients of desperately
needed hospital caie. Likewise,
doctors, internes and nur es are
frequently thwarted in their at-
tempts to obtain necessary hos-
pital training and practice. Sy-
denham Hospital has blazed a
trail in communit\ service by
opening its doors to patients and
medical professionals of all races
and creeds.
The story of this picture is one
which needs telling. For Syden-
ham's achievements deser\e emu-
lation in many other cities of the
nation. However, the low key
lighting, the musical dirge accom-
paniment and the bitter voice of
narrator Jose Ferrer create a des-
pairing note that does little serv-
ice to the Sydenham plan or the
idea it represents.
THEATER-QUALITY
PROJECTION
THE PICTURE KING
Engineered to stand up . . . Styled
to stand out! The ultimate in
portable screens. 7 sizes from
45' X 60' up.
BRINGS YOUR FILMS
NEW
PUNCH and CLARITY
W h\ handicap \ our ini-
portanl vi!>ual presenta-
lions with fuzzv. distract-
Feg u s Pat OIL ing projertion? Take a tip
from America's top theater men . . .
specify Da-Lite Crystal-Beaded
Screens . . . Seven popular models . . .
portable . . . hanpng ... or stand ... to
meet everv need. Ask your dealer to
demonstrate Da-Lite. The screen with a
professional background. See what
theater-quality projection can mean
to you.
FREE CATALOG answers vour pro-
jection questions. Write to: DA-LITE
SCREEN COMPANY. 2703 North
Pulaski Road, Chicago 39. Illinois.
DA-LITE Ji^/J55 SCREENS
A m e r i c a' s Finest for 40 Years
THE PRODUCTS .\XD SERVICES .\DVERTISED IN THESE P.\GES
REPRESENT THE "BLUE CHIPS" OF .\UDIO-VISU.\L INDUSTRY
Perfec.C.rfS!,S
AT simn
N U M I E R I
VOLUME 10
I ? 4 ?
39
Projection Training Classes ^or
Bell System Employees Inaugurated
♦ In prepaialioii lor a more tx-
lensive use ol audio-visual aids in
training employees, the Bei.i. Svs-
1EM has inaugurated a projection-
ist training program. In classes
at the company's various plants
in the northern California area,
chosen Bell workers are instructed
in the handling of modern Ifinini
sound motion pictme projectors.
Also taught are the elements ol
good showmanship, acoustics,
screen placement for maximum
audience benefit and effecti\e
methods of supplementing visual
tools with discussion programs.
Conference Series on A-V Training
Offered by City College of N. Y.
♦ Crrv Cot-i.tGi-: oi- Ntw York
is ottering a new' conference series
on audio-visual aids in training
beginning February 15tli.
In a recent survey of the train
ing needs in business and indus-
try. 93% of tile respondents indi-
cated that they are now using
audio-visual aids in their training
programs. In \iew of the increas-
ing interest in the use of these
new techniques in training. Cits
Ciollege worked with a panel ol
experts from the personnel de-
partments of some of the largest
industries in the country to set u|)
this new conference series.
The registration fee for each
series is $45, which includes regis
iration, library, and laborator\
costs. Veterans may register undei
the GI Bill on the presentation
of a certihcatc of eligibility from
their local Veteran's Administra-
tion. Others should include with
their application a check or
money order made payable to ilu
Bursar, C.C.N. V.
Church-Craft Pictures Host at
Church Market Discussion Session
♦ C:hlir(;ii-(:kam I'icu kis, Si
Louis producer of religious lilins
and filmstriijs. was host at the
lecent Chicago luncheon attended
by key personnel in the \isual
field and a representative of the
International Council of Reli-
gious Education. Among the chief
audio-visual problems discussed
weie possible courses of coopera-
tion among manufactuiers, pro-
ducers, editors and church groups.
Don White, execulive-secretarv ol
the National .A,.s,sociation or
Visual Education Dealers, was
master of ceremonies at the irieet-
ing. By connnon consent anothei
meeting was scheduled for earh
1949.
TELEPHONE WORKERS LEARN PROJECTION
NoRiH Caliiorma Bell Sv.siem i-inpl(i\fi's nw going to piojeilioiml
training classes being conducted in that area by Doris Taylor (left).
Area Administration Department. Pacific Telephone & Telegraph Co.
GUIDED FILM /nAISSILES'
• What ever
your target
may be.. More
Sales..Faster Job
Training or Better
Public Relations our
planned Visual Programs
assure accurate results .
RocKETT Pictures, Inc.
CREATORS OF
Sound Recording Studio on Wheels
Built for Princeton Film Center
♦ .A sound recording studio on
wheels is the newest addition to
the PRiNt:ETON Film Center's mo-
bile production unit. Custom-
built for use in isolated areas, the
somul imit is equipped to record
(lu (iluL disc or tape without de-
pendence on any outside sources.
Eiiuiljment housed in the sound
lemrding truck include a dual
pin'po.se Western Electric "300"
soiuid system which records di-
rectly on either 3,5imu or 16mm
film, a Fairchild acetate lecorder
and a Brush magnetic tape sound
recorder. While the three sound
systems are designed for use in a
GUIDED {ilm MISSILES
FOR NEARLY A QUARTER OF A CENTURY
6063 Sunset Blvd. • Hollywood, Calif .
S(Uf\n Recording Stuuio on wlieels is
till latest equipment added by Prince.-
laii Film Center, eastern producer.
mobile unit, all may be removed
lor studio operation. After using
I he mobile unit on their Venezu-
elan productions, the Center in-
tends to use the recorders on do-
mestic assignments.
Bell & Howell Expands Microfilm
Division With New Regional Setup
♦ The plans ol the Bell and
Howell Company for expanding
its microfilm division began to
take concrete form this month
\vhen a new office for this depart-
ment was opened in San Francis-
co. .Another microfilm office is
sdiedided to open soon in Detroit.
E\entually. the firm hopes to ex-
lend this division into all the lead-
ing cities of the country. Will
Roberts is director of the growing
department.
40
BUSINESS JCREEN MAGAZINE
Harr\ I). Kol.B (tell) of Esso and Chan
man of Ihr API Ctnntnittt'e nu Trainrtlil
con^ralutatei (Undon /,. Hough of Film
Coutiselors on rt-crnt film survey. (See
below)
American Petroleum Institute Issues
Catalog of Films for Training Use
♦ Aware ihat films ha\e e\olved
into an extremely efficient ediica-
lional and training medium, the
American Petroleum Institutk
of New York undertook a coni-
prehensi\e motion picture and
slidefilm survey. A Catalog of
Films Applicable to Petrolelm
Refining Training is the result.
While giving an up-to-date report
and analysis of motion picture
activity in the oil refining field, it
also paves the wa) to greater use
of audiovisual aids in the petro-
leum industr)'. The new catalog
should prevent subject duplica-
tion in future refining films.
.\n important addition to the
RODACHROME
Slide and filmsfrip Duplicating
• FILMSTRIP PRINTING MASTERS
• 2.2 TO 2x2.
• REDUCTIONS FROM SHEET FILM
KODACHROME 8x10 OR SMALLER
TO 2.2.
For Quality Prices and Full
Particulars Write or
Cell Cumberland 31666
MAYFIELD LABORATORY
282! WEST VALLEY BLVD. ALHAMBRA. CALIF.
Type Titles
... a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET ■ CHICAGO 11
usual alphabetical listing of the
lilms is a scciion on the utili/a-
licm and exhibition of films. .\
((iiiipkte somcc index and geo-
graphical lisi (il film libraries is
also iiuhuk'd. 1 lie catalog, which
li-.is a total of 1,100 films useful
ID ihc petroleiun field, is a\ailablc
In the public for S3 per copy.
.\ddress .American Petroleum In-
stitute, 50 W. ,')Oth St.. New York
20, for funlicr information.
National Electrical Manufacturers
Lists Films for Electrical Field
♦ Ihc 1<.M.S-1!I cdiiion (if .\ema
Movie Guiut to Films of Elec-
trical Significance furnishes an
extensive list of training and de-
scriptive films in the field of elec-
tricitv. C:ompilcd by C. A. WiHTOi.
and published by the National
Electtrical Manufactl'rers As-
soci.\TiON, the catalog lists the
films and their descriptions in al-
phabetical order and includes a
handv appendix of producers and
ilistributors mentioned in the cap-
sule re\ lews.
Film Council of America Offers a
Community Film Forum Pamphlet
♦ How TO Conduct a Comml-
MTv FiL.M Forum, the latest how-
to-do-it pamphlet issued by the
Film Council of .America, tells
how 16mm films can best be used
to launch group discussions. Val-
ualjle pointers are also given on
film selection and evaluation. The
])amphlet, which sells for 15 cents
and is available from the FC.A.
was prepared Ijy Robert H.
ScHACHt, director of the bureau
of information and program serv-
ices at the University of Wiscon-
sin.
New Post Catalog of Sound Films
♦ .\ new catalog of Kimm sound
motion pictures has been an-
notuiced by Post Pictures Cor-
poR.\TioN. Everv Post-distributed
film is described in the new book,
including William Cameron Men-
zies' latest productions and the
company's Monogram program of
36 feature pictures. Copies may
be obtained by mailing a request
to the companv, 115 W. 45th St.,
New York 19.
Film Publishers Lists Filmstrips
♦ Film Publishers, Inc.. 25 Broad
Street, New York 4, has issued a
new catalog of filmstrips dealing
with international relations, na-
tional affairs, intergroup relations
and famih relationships.
Sports Film Guide Still Available
♦ With stocks dwindling, the
popular 1948-4!) Sports Film
Guide is still available at 25c
from Business Screen.
^jOEFit«i
SARRA,
IIIU.
NEW YOR K
C H I CAGO
HOLLYWOOD
NUMBER I
VOLUME 10
41
Men who make
mau^
Robert C. McKean, Pioneer Presi-
dent of Caravel Films, Succumbs
♦ Robert Clayton McKean,
president of Caravel Films, Inc.,
producers of industrial and edu-
cational motion pictures, died De-
cember 16, 1948 in his home at
1 165 Fifth Avenue, New York. His
age was 58.
Mr. McKean was born in New
York, attended Stevens Institute
of Technology, and was later grad-
uated from Columbia University.
After graduation, he went to the
United States Naval Academy at
Annapolis to take special courses
during the first World War and
subsequently served in the Navy
during that war as a lieutenant,
senior grade.
After the war, Mr. McKean
worked for a while for Under-
wood & Underivood, photogra-
phers, and then joined the Caravel
firm, a pioneer in its field. He was
its president for more than twenty-
five years and during that period
he and his partner, David I. Pin-
cus— who succeeds him as presi-
dent—built up the Caravel firm
to one of the top places in the in-
dustry.
He leaves his wife, Mrs. Thelma
Chandler McKean, and two sons,
Frank and Calhoun.
EASTERN CHANGES
Flory Films Occupies New Quarters
♦ Flory Films, Inc. has moved
into new quarters at 303 East 71st
Street, New York, 21, it was an-
nounced by John Flory, presi-
dent of the firm. Formerly, the
organization was located at 170
East 80th Street.
Julian Roffman Joins World Today
♦ Julian Roffman, formerly film
producer for the Canadian Army,
Navy and Air Force, has joined
The World Today, Inc.. as pro-
ducer-director. Roffman recently
completed Operation Weather-
proof, a commercial film for the
InsulMastic Corp.
Herman Land to Frederic House
♦ Herman W. Land has joined
the editorial staff of Frederic
House, Inc., producers of audio-
visual media. He was formerly
radio director of Kircher, Helton
Sc Collett, Inc. of Dayton, O.
Films for Industry Names Righter
♦ Brewster Righter has accepted
the position of vice-president in
charge of sales with Films For
Industry, Inc. In this capacity,
he will handle television accounts
as well as regular 16mm industrial
motion picture sales. A Navy vet-
eran, Righter formerly was asso-
ciated with Continental Can Co.
William Nelson to Pathescope, N. Y.
♦ William M. Nelson, commer-
cial and educational film produc-
er, has joined the staff of Pathe-
scope Product IONS in a client serv-
ice capacity. During the war, he
was chief of the OWI Photograph-
ic Section.
Joins Film Counselors Editorial Unit
♦ Joseph P. Brinton HI has
joined Film Counselors, New
York consulting firm, as an edi-
torial associate. Formerly, he was
a public relations officer for the
American Field Service in Italy.
Parlet Opens Studio in Baltimore
♦ Parlei' Productions, Inc. is
now operating a studio at 12 West
22nd Street, Baltimore, with com-
plete facilities for the production
of industrial motion pictures.
George Bonwick New Pictorial Chief
♦ The newly-elected president of
Pictorial Films, Inc.. is George
J. Bonwick. Formerly, he served
the company, a subsidiary of
Pathe Industries, in the capacity
of vice-president and director.
Crawley Films Opens in New York
♦ Crawley Films, Ltd., of Otta-
wa, is now represented in New
York by William H. Wilson,
vice president of International
Associates, 27 East 38tli Street.
Wilson was formerly in the mo-
tion pictiue department of J.
Walter Thompson.
Crawley has also opened a new
office at Toronto in the Hermont
Building, 21 Dundas Square.
Stewart Reburn is manager.
Princeton On Venezuela Location
♦ The Princeton Film Center
is producing two doctmientary
films in the remote interior re-
gions of Venezuela. According to
Norman Mathews, head of the
Center's production department,
the Princeton camera crew is us-
ing special, custom-built, mobile
equipment to assure a top-quality
production job. Although the
films are being made primarily
for Venezuelan distribution,
Mathews intimated that eventual-
ly English language versions may
also be made for release in the
United States.
CANADIAN BRIEFS
Sponsors Film Award Series
♦ C^anadian producers this month
set their sights on a new series of
film awards sponsored by the
Canadian Association for Adult
Education. In the non-theatrical
film field, two awards will be giv-
en, one for live action and one for
animation films. Other awards
will be given for the best theatri-
cal production, the most impres-
sive amateur film, and any espe-
cially deserving film that does not
fall within the other categories.
The awards are being sponsored
to recognize Canadian creative ef-
fort and to raise the standards of
Canadian film production.
PRODUCERS: MIDWEST
Spinn & Associates in New Studio
♦ Spinn and Associates, Inc., ani-
mation studios, have recently
moved to 823 South Wabash Av-
enue, Chicago 5. Formerly, they
were located at 178 North Wacker
Drive in this midwest center.
42
BUSINESS SCREEN MAGAZINE
Irene Olick
Joins Jam Handy Creative Staff
♦ Irene Ouck, radio writer, has
joined the writing staff of the
Jam Handy Orcaniz.\tion. accord-
ing to John Faricv, script chief.
Formerly, she worked in the script
writing department of radio sta-
tion WJR in Detroit.
John C. Bancroft
To Film Division of Frank Lewis, Inc.
♦ Fr.\nk Lewis, Incorpor.\ted,
Chicago, has announced the addi-
tion of JOH.N C. B.\.NCROFT tO its
industrial film division.
Mr. Bancroft, a graduate engi-
neer, was associated with the Per-
fect Circle Corporation, Hagers-
town, Indiana as the technical
writer for the Sales, Advertising
and Engineering Departments.
Reld H. Ray Names Woodworth
♦ IJiic ID iht iiuicasetl pioduction
activities at Rfiu H. Rav Film
Industries, E. R. Woodworth has
been appointed to the company's
writing staff. For several years,
Woodworth was associated with
Commodore Productions as e.vec-
utive writer-producer specializing
in transcribed radio features. He
also has handled publicity and
advertising for Cormit E.nter-
PRisEs in Nevv Mexico.
THE WESTERN SCENE
Alexander Film Holds Sales Session
♦ Fiftv-one field representatives
ot the .\lexander Film Co.mp.vnv
gathered together at the firm's
home offices in Colorado Springs
for their annual sales convention
early this month. The salesmen
were briefed on the company's
syndicated library service for the-
aters, which now contains more
than 7,000 ready-made theatrical
advertising playlets which cover
fifty-two lines of business. .Alex-
ander is one of the country's large
producer-distributors of theater
screen advertising.
All-Scope Pictures In New Offices
♦ To acquire more office space
for his expanding companv, Gor-
don S. Mitchell has moved his
film production firm, .All-Scope
Pictures. Inc., to the Yucca \'ine
Building, 6305 Yucca St., Holly-
wood 28, Calif. During 1948, .All-
Scope produced commercial and
educational films for the United
States .\ir Force, the .American
Legion. .Army Signal Corps.
Union Oil Company. California
Prune and .Apricot .Association
and the California State Dairy
Industrv .Advisorv Board.
Wayland Boles Adds Film Division
♦ W.\vi-\ND Boles has added a
motion picture division to his
Ide-\s-In-.Actio.n, a merchandising
counseling organization located in
Dallas, Tex. The new film pro-
duction group will specialize in
television and merchandising pic-
tures for video stations and indus-
tries in the Southviest.
F
Rentals
Sales and Repairs
^ Mitchell
I Bell & Howell
Eyemo
', Akeley
[ Wall
I Cameras
"Debloopers
ff
Bing 1
John Clemens - Erwin Harwood -
National Cine Equipment
20 West 22nd St., New York 10
Manufacturing I
Lens
Mountings
16 and 35 mm.
Baltar Lenses
Pbctom«tric
•'_!" Scaling
'*^lf^?'Jr''W¥S
Cine Special Repairs, Modifications
I Animation Stands • Motors • Magic Eye Cameras .
EIUSON-CAIDUNN
104 SOUrH MICHIGAN AVENUE
CHICAGO 1 ILIINOIS STATE 20347
rfAMS Of Faaovcm Q to^ Fn.m CAtrooft . a¥ i MATf o amo si/OS.
eCTAILS UPON ftfQUICT
^TSAMMAAK.
y^^^^]
^''"""'^. "*"
from Production to Projection
BODDE SCREENS AND PROJECTORS
PROVIDE YOUR ANSWER
A must for:
Television, Motion Picture and Still Photographers Studios.
Translucent Screens, Automatic Slide Projectors tor Spectacu-
lar In and Outdoor Projected Advertising.
ZJfte V^odde Screen L^ompan^
9 1 30 Exposition Drive, Los Angeles 34, Calif.
Please write for details
NUMBER I
VOLUME 10
19 4?
43
Business Screen
mm
Franit Rogers, Jr. Appointed As a
Vice-President of Ampro Corp.
♦ Frank B. Rogers Jr. has l:>een
iippoiiuc-d \ icc-pi esiclent and as-
sistant sales Mianagor of the .\mpro
Corporahon. Formerly the com-
pany's eastern di\ision manager,
Rogers will continue to carry on
operations from the New York
office of the firm.
.\ veteran of ten years service
with the Ampro organization.
Rogers handled important liaison
work with the armed forces in
connection with sound equipmeni
used for training programs during
the war. Before he came to .\m-
pro. he was associated with thr
Frank R. Rogers. Jr.
sales and iusiallatiou divisions of
35nmi equipment manufacturers.
For a lime he also produced edu-
cational fdms.
Craig Signs Major 16mm Film Deals
♦ E\clusi\c light to distribute
the 16mm films of Embro Pic-
tures, Pictorial Films, Inc., Film
Highlights and Television High-
lights was obtained by Crak;
NAMED TO EXECUTIVE OFFICES AT BELL & HOWELL
William E. Roberts
,S('( ii'Ifiiy. Bell if Howell Conilmiiy
Movie Supply Company. The
contract, signed by Bill Brown
of Embro and Pictorial. Martin
Ross of Film and TV Highlights,
and T. R. Craig, stresses distribu-
tion rights of entertainment films
and Kimm prints of major studio
releases.
According to Craig, "This ar-
rangement makes possible for the
first time a single source of high
quality cnicrtainment subjects for
dealer film libraries." At the same
lime he added that the deal will
probably boost the sale of motion
picture projectors, since the new
Craig film library will be able to
provide feature films for home
showings at %ery low rental rates.
Victor Projectors Get Parents' Seal
♦ .\fter a series of extensive tests.
Victor .\nimalograph projectors
were awarded the Parents' maga-
zine's seal ol approval. This gives
the Victor Animatograph Cor-
poration the right to use the seal
on their projectors for one year.
The seal bears the inscription,
"Tested and Commended by
Parents' Magazine Consumer
Service Bureau." According to
Parents' Institute, Inc., who be-
stow the seals annually, leading
stores throughout the country
have increased sales substantially
through the use of the Parents'
seal.
Contract Sicnaiories ut Craig MovU-
Supp/y Company u'Cic (front roiv, I to
r) Martin Ross. T. K. Craig and •■Scollx"
Brown; standing: IVilliani Collfuni.
(Uorge Bonu'irli. and D. D. Carson.
Scon Haruoi)
Trfasiircr.BclWHowi-UCi>iiipit>iy
♦ The appointments of William
E. Roberts, 34, as secretary and
Scott Harrod, 38, as treasurer ol
the Bell ,i- Howell Company
continues the "youth movement"
initiated with the recent appoint-
ment of 29-year-old Charles
Harting Percy as president last
month. Mr. Roberts served as
assistant treasurer since 1946.
B&H Direct Mail Campaign Honored
by 1948 "Best of Industry" Award
♦ The results of the Bell and
Howell Company's well-planned
direct mail advertising campaign
were so effective that the Chicago
manufacturer of precision motion
picture equipment has licen pre-
sented the 1948 "Best of Industry"
direct mail award by the Direct
Mail Advertising Association, Inc.
Especially considered in making
the award were the results
achieved. Margaret Ostrom is
sales promotion manager.
Samples of the BS;H campaign
will be an outstanding feature in
a DMAA exhibit which is sched-
uled to tour the United States
and Canada.
Heads Victor Offices in Capital
♦ Kalman SPELLEticH will head
a new Washington. D. C. sales of-
fice for the Victor Animatograph
Corporation. He will act as the
company's liaison man in deal-
ings with federal government de-
partments and agencies, the
.\rmy. Navy and Air Forces. In
addition to these duties, he will
also maintain contact with photo-
graphic dealers in Washington
and the surrounding area.
.-IJiove: Xiilid'.i iii-jo Chiiago plant
Enlarged Chicago Plant Facilities
Are Provided for Natco, Inc.
♦ Xatco, Inc., manufacturers and
distributors of I6mm sound film
jnojcctors, has moved into new
and more spacious quarters at
4401 W. North Ave., Chicago 39.
The huge four-story building, now
the company's new home, fronts
the entire length of a long city
block and is situated on a 15-acre
industrial site. Total production
and office space exceeds 325,000
scjuare feet.
Well-equipped with specially
designed tools and machinery, the
new plant represents principles
of projector manufacturing devel-
oped through many years of con-
tinuous research. According to
Ray Myerson, general manager of
the company, the additional space
and more effective working facili-
ties will permit Natco production
to keep pace with spurting sales.
THESE NAMES MAKE NEWS
♦ A. G. Berg has been appointed
regional 16mm sales representa-
tive for the Radio Corporation
OF America in the Dallas, Tex.,
area. His office is located at 1907-
1 1 McKinney Ave., Dallas.
Wessley Richardson was named
San Francisco sales representative
for the Screen Adette Equipment
Corpor.\tion. Walter Bilder-
BACK and Alan Snyder were as-
signed to the company's Los An-
geles office, while C. Miller Mc-
Clanahan, operating out of Port-
land, was appointed sales man-
ager for the Oregon and southern
\Vashington territory.
E. L. Dodson was chosen by the
Victor Animatograph Corpora-
tion to irianage Projection Serv-
ice, exclusive Victor distributor in
Louisville, Ky.
.... From Buenos Aires this
month Victor .Animatograph re-
ceived a request for one hundred
projectors to be used in .\rgentina
schools.
. . . . De \'ry is looking forward
to an exceptionally prosperous
year, for the company holds large
government orders for the Super
16 projector; it recently entered
the educational field with a 31-
l^ound 16mm sound projector.
44
HWHtiHHHHHHnH
USINESS SCREEN MAGAZINE
♦ Willi INDUSTRIAL FILMS increas-
ing in iiiiantity and quality ever
since the closing months ol 1948
when this business took, a sharp
upturn, national and regional
companies are equipping local
dealers with new lightweight.
Nireamlined models of all types ol
jnojectioii equipinenl.
Unresolved stanilaids in the
.uitomalic sound slideiilni line
appeareil to be the only retard-
ing influence in an othenvise
bright marketing picture. Some
buyers reported liesitancv in this
field, although improved equip-
ment was lempting mam others.
New General Electric Projection
Lamps Aid to Brighter Pictures
♦ Brighlci. mole consistent illu-
mination for 16nnn projectors is
available because of recent dis-
coveries b\ researchers of Geneicai.
Electric's Lamp Dep.\rt.me.\t at
\ela Park. Cleveland. O. .After
years of effort, a successful method
of niechanicallv forming the com-
plex hlameiits used in projection
lamps has been devised.
L'ntil now. the filaments, whicli
contain ten separate coils of fine
tungsten wire, were formed bv
girls especialh chosen for their
aptitude for this tvpe of work. A
skilled worker, however, was able
to form lilanients tin onlv about
80 projection lamps in one da\.
The new. precisioned. mechanical
forming of the filaments not only
ensure better light maintenance,
but also more unifomi perform-
ance during the life of the lamp.
G-E projection lamps now be-
ing constructed the new wav in-
clude the 1000 watt lamp, \o.
1MT12P, rated at ten hours, for
use in 16mm projectors: the 750
watt lamp. Xo. 750T12P. rated at
25 hours, for use in both 8mm
and IGniin projectors: and a 500
watt lamp. No. 500T10P. rated at
125 hours, for use in 8mm projec-
tors only.
Nfw L-^MPs vs Old: liandformed fila-
inents of fonuey C,E lamps (left) shown
beside rifu* machine-formed filaments
irifrht) with improved design.
m©mti$
AUDIO-VISUAL EQUIPMENT FOR
Beseler Company Markets Model
OA4 Improved Opaque Unit
♦ I In ncu opaqiic piojcclot.
Moun. ().\l. marketed bv the
CHARLtJi BfsH.KR CoMPANV, fitS
well into the equipment scliemc
of a modern business conference
room. Tile large projection area
of the new model— 10x10 inches
—allows the operator to show an
81/2 X 1 1 inch page horizontally as
well as vertically, .\iiother desir-
able feature is the pair of loose-
leal holders for 8i/4 x 1 1 inch cop\
which can be inserted into the
ne\\' projector. Holders for other
size pages are also a\ailable.
Weighing approximatelv fifty-
four pounds, the opaque projec-
tor measures 121/, b\ 22 by 23
inches and accommodates two 500
watt projection lamps cooled by
a 115 volt Universal AC or DC
motor-driven fan. It is also fitted
with a 22 inch focus, low reflec-
tance, coated objective lens, 4
inches in diameter. The O.A I sells
lor §285.
Forway Enters Low-Prlced Field
With Model IDA Sound Projector
♦ With its new Model 10.\ sound
projector, the FoRW.\^ Corpor.\-
TioN has entered the low priced
projector field. The 10 watt, 1000-
cycle machine possesses a gear-
driven mechanism, an f 1.6 coat-
Foni-n\ Model WA Projector
fd lens, and 750 or 1000 watt pro-
jection speeds for sound or. silent
o|5eration. The unit sells for $345.
.\ special device prevents the
lilm from being "chewed up" if
the loop is lost during projection:
also, the loop may be readjusted
while the machine is still operat-
ing. .According to the manufac-
turer, the new projector will op-
erate perfectly even when placed
on its side.
Other features of the lOA For-
wa\ include an emulsion-resistant
gate and pressure shoe and a re-
wind mechanism which requires
BUSINESS & INDUSTRY
only one operation to rewind the
film. The use of magnesium alloy
•ind other light but durable iiielals
makes the projector one of the
lightest ill its price range. Since
the entire casing can be lifted away
in a matter of seconds by simply
lemoxing two hand screxvs, the
projector is especially adaptable
for quick repair.
Deluxe Universal Slide Projector
Redesigned by Kimac Company
♦ I he newest \eision of the Ki-
mac DeLlxe U.mversal slide pro-
jector is sporting a new up-to-date
design. Sleek and streamlined, the
housing and base are now die-cast
aluminum, finished in smart two-
lone shades of green and antique
bronze. .A 300 watt lamp and three
optically ground and polished
condensers, one of which is heat
absorbent, insure brilliant illu-
mination with no harmful effects
to film from the heat. The focal
length of the new accessory lens
can be reduced from 8 inches to
fi inches for larger images at con-
siderably less than it costs to buv
a new lens.
The projector, manufactured
by the KiM.\c Comp.any of Green-
wich. Conn., takes all popular size
slides in a variety of mounts. Com-
plete with lamp and one pair of
carrier plates, the unit costs
.S69.50; with case, $85.00.
DaLite Electro! Screen Larger
♦ Due to the addition of a new.
extruded aluminum roller. D.\-
LiTE Scree.n Comp.\ny's Electrol
screen is now available in all
standard sizes up to 20 x 20 feet.
All Electrols are permanentiv in-
stalled units and with average at-
lention should last the life of the
buildings luiusing them. 1 he ball-
bearing electric motor is oiled for
life and needs little ser\ icin?.
Aboi'c: \ezi- Motor-Camera Assembly
Variable Speed Motor Developed
for Cameras by National Cine
♦ .A new variable speed motor,
fitted especially for Cine Special
and Maiiier cameras has been de-
veloped bv X.\TioN.\L Cine Eqlip-
me.nt, I.\c. Designed with an eye
for versatility, compactness, econ-
omy and interchangeability, the
new motor boasts a speed range
of eight to fifty frames a second
and variable speed which can be
easily read by the cameraman on
the tachometer facing him. The
speed is detennined by a mechan-
ical governor and shown on the
tachometer in frames per second.
The new motor is a 115 volt
.AC-DC L'ni\ersal with \ariable
speed and tachometer. Other mo-
tors in its family are the 12 volt
DC, variable speed with tach-
ometer; the 115 volt. 60 cycle, AC
single phase, synchronous; and
the 220 volt. 60 c> cle. .AC 3 phase,
synchronous. By means of a spe-
cial adapter plate, any of these
motors can be used on Maurer
cameras.
The 115 volt variable speed
motor can be used on house cur-
rent or on the lightweight bat-
teries used b\ cameramen on loca-
tion. The 12 volt motor is bat-
ten operated. Batteries for this
unit are obtainable, complete
with self-contained charging units.
The 115 volt single phase and the
220 volt 3 phase motors are com-
pletely synchronous with either
film, disc or tape recorders which
use s\nchronous motors.
Bolex Shows New Kern Lenses
♦ .A set of matched Kern lenses,
designed especially for the Bolex
H-16 motion picture camera, has
(CONTINl ED ON THE NEXT P.\GE)
N U ^< B E R I
VOLUME 10
45
(com INl'ED FROM PRI-XEDINC PAGE)
been announced by the American
Boiix Company, Inc. The three
lenses-lhe Kern Switar one inch
f/l.l; the Kcin Yvar three inch
I '2.5, and the Kern Yvar 15mni
1 2.8-arc all coated and correctetl
lot spherical aberration. An in-
lerestini; feature on the versatile
one-incii Switar is the easy-to-read
dcpth-of-licld gau-^e which indi-
cates the depth o£ field in sharp
locus at the aperture for which
ihe lens is set. Price of the Switar
one-inih is S183.7.5; of the Yvar
three-inch, §128.3-1; and of the
V\ar I,")miii. §78.75.
Variac V5 Transformer Performs
As Dimmer for Preview Room Lights
♦ ,\ unii|ue use lor a product not
especialh designed for the com-
mercial iiliii field has been found
by BtisiNicss ScRiiEN. The product
is a Vaiiiac V5 transformer, man
ufactured by the General Radio
CoMi'ANv, Cambridge. Mass.
In the new model preview the-
atre just completed at Business
Screen's editorial headquarters
building in Chicago, a Variac has
been ((mneclcd in the main feed
line which serves all lighting out-
lets in the theater. Now, by a
simi)le turn of the comparatively
inexpensive rheostat, the "house
lighls" can be dimmed graduallv
and effectively.
Radiant's New Screen Finder Out
4 Newest \ersioii of tile Rauian t
Screen Finder has just been issued
bv the Radiane Manufacturing
CoRPoRAitoN. This handy little
slide-rule device gives the user in-
formation on proper screen types
for various projection needs and
the correct audience capacity of
an\ gi\en screen. It also solves
such problems as best-suited screen
siies, correct distance from screen
to projector and the most efficient
focal length lens tor \arious needs.
Ready-Made Film Titles Offered
♦ Tlie filmstrip and slide titles
ser\ ice formerly distributed by the
Bell and Howell Company is
now being handled by Title-
Craft, Chicago. New titles are
featured against a variety of un-
usual background effects-lap-dis-
solve or wipe-off clouds, planes,
Venetian blinds, waves, fabric tex-
tures and rural, sport and winter
scenes.
.\ folder illustrating the vari-
<jus backgrounds and showing a
number of sample titles is now
available. For complete informa-
tion and prices, write to Title-
Craft, Dept. B., 1022 Argyle St.,
Chicago 40.
EQUIPMENT & ACCESSORIES FOR RECORDED SOUND
Columbia Records Markets 7-Inch
Long-playing Microgroove Discs
♦ Of special interest to users ol
sound slidelilm etpiipment is the
annouiueimiii liciin CoEUMBtA
Records. 1m , ili.it tlu\ liave mar-
keled a 7 im It long pia\iiig iiiiud-
grooxe retoul iIku will pl.iy as
long as conxeniioii.il 10 or 12 inch
records. Tlir luw non-breakable
records vol.ite al .'i.'if^ revolutions
per minute and losi less than con-
ventional records— mi crogroo\ c
Mastcrworks sell lor 90 cents: Pop-
idai and American Folk Music
records, for liO cents.
Interest in microgroove records
is growing among sound slidefilm
users. Conversion of the playing
arm to the new speed presents lit-
tle difhcidlv. For example, the
tomersioti apparatus of Souiid-
\iew projectors, manufactured l)\
the .-\utomatic Projector Ciorpo-
ration, consists merely of an ac
cessory cartridge with perinaiieiu
stylus for the LP miciogroo\es.
The cartridge can be easih ex
changed for the regul.ir pick u|]
head'.
Recordisc Adds Supertone Wire
♦ SiT'ER-ToNE ret 01 ding wire h.is
been added to the proiluct line ol
the Ri;goRDise: CioRi'oKAi ion, New
York nianulacturer of home and
professional recording blanks.
While the wire is precision-made
of high-fidelity stainless steel, the
spools are aluniinuni. A useful
guide accompanies the package.
.\n illustrated and descriptive
catalog of the entire Recordisc line
of recording blanks, styli and
playback needles can be obtained
by writing to the company's sales
department, 395 Broadway, New
\ork.
Minnesota Mining & Mfr. Develops
New Techniques for Magnetic Tape
♦ The Minnesota Minin(. and
Manufacturing Company of Si.
Paul has developed a technic|ue
whereby the sound pattern on
magnetic sound recording tape
can actually be read by an oper-
ator. By merely dipping the tape
into a solution of carbonvl iron
and a cjuick drying sohent .uul
letting it dry, the pattern shows
up (jn the tape immediately and
distinctly. Thus, the magnetic
sound tape can be played back
instantly and much costly produc-
tion time saved by monitoring
xvhile the recording is being made.
.Another useful feature of the
new technique is that after the
])attern on the magnetic sound
tape has been erased, the same
tape can be used over and over
,igain for any retakes. With a
(onventional photographic sound
track, a new track must be used
for each retake.
Crestwood Recorder Corporation
Announces MagicTape Equipment
♦ The new MagicTape recorder,
iiianutactured by the Crestwood
Recorder Corporation, features
I compact, high gain amplifier
unit which faithfully reproduces
the full frequency range from 50
to 8,000 cycles. Since the machine
has double as well as single chan-
nel recording, it can put a full
hour recording on a standard hall-
hour reel.
The recorder is simple to op-
erate. It has only three controls,
the forward-stop-rcwind, the re-
lord-or-play, and the tone-and-
\olume. Reels can be threaded
into the machine by merely drop-
ping the tape into the slot. Re-
wind time is less than \i/> minutes
tor a half-hour reel. To pre\ent
accidentally erasing while rewind-
ing the tape, the recorder's auto-
matic erasing device is equipped
with a safety control.
Measuring 18x12(4x93^ inches,
the unit weighs 25 pounds includ-
ing the microphone and an extra
reel, -\lthough completely self-
contained, output jacks permit
46
BUSINESS SCREEN (MAGAZINE
- ^
I UK MAGlcl.M't; RFC:ORDfR
pla\ing iliioiigh a high fideliiy ra-
dio ani|)lifier, a I'.A. system or
auxiliarv spcakens. Lisi price of
the MagicTapc is SI 89.50. .Addi-
tional informalion about the re-
corder can be obtained b\ writing
to the company, 218 S. Wabash
.\ve., Chicago 4.
Demonstrates Magnetic Cue Device
tor Print Control in Laboratory
♦ Ja.mes .\. Larse.n, president ot
.\CADE.MV Films, demonstrated his
new magnetic cueing de\ice be-
fore the .Academy of Motion Pic-
ture .\rls and Sciences this month.
Designed some months ago by
Larsen and a partner, the new
cueing method eliminates many
disadvantages of the regularly used
process of cutting notches into
the edge of original films to be
printed. It makes possible accu-
rate and easy control of necessar\
light changes, fade-ins, fade-outs
and dissolves.
AslrTourse/f
riifs Quesfion/
VJhy are more and more leading
film laboratories using PEERLESS
FILM TREATMENT on the prints
they make?
Because, for 14 years, no other
method has given such positive life-
long protection against oil the
hazards )o which film is subject. For
better showings, and for the longest
Dossible print life, make sure your
prints ore given the
PEERLESS
FILM TREATMENT
nrrni rcp fiur pRoassiNc
r LlIILlOO corporation
Oflkc: 165 w! 46th St., New Yotfc 19
Processing Plont: 1 30 W. 46th St., N. Y.
RCA Introduces 45 RPM Records
tor the Long-Playing Program
♦ 1 he Radio Corporatio.n of
.\.\itKi(,A this month marketed its
\ersion of (he recording industry's
latest wrinkle, the long-playing
record. However, unlike Colinu-
bia's LP, the new RCA \ictor
record is geared for 45 revolutions
per minute. The record measures
less than seven inches in diameter,
which makes it especially adapta-
ble for storage in film libraries.
Each record tleli\ers up to 5i4
minutes of playing time per side.
The record-changer is equipped
witli a large. Ij^ inch, red, plastic-
capped center spindle whidi
houses the drop mechanism. The
spindle holds eight records and
the drop mechanism is entirely
noiseless. Only 5 ,grams of pres-
sine is exerted on the records by
the lightweight tone arm. Due to
an up-raised "collar" around the
label area, the records, when
stacked, do not touch one another.
S.O.S. Supply Corp. Installs a
Film Layout in New York Hospital
♦ Be-vcon Hill S.\.Nn.\RiL.\i in
upstate New \ork has been high-
ly regarded for o\er ten years for
its experiments in psychiatric
treatment by "psychodrama." Un-
der noted Dr. Jacob L. Moreno,
psychiatric patients act out their
problems on a stage, frequently
benefitting by partial or complete
cures.
To aid in pro\iding a record
for the psychiauist and to facili-
tate teaching of the psychodrama
technique. Beacon Hill recently
installed an Auricon Pro I6nim
soundfilm camera. SOS Clnema
Slpply Corp. of Xew York engi-
neered the installation and sup-
plied the equipment.
This unusual application of
motion pictures is taken in stride
b\ SOS, which is one of the larg-
est suppliers of motion picture
equipment in the country. SOS'
new 1949 catalog of 64 pages and
over 100 illustrations bears out
the organization's claim of "de-
partment store for the motion
picture industry. "
CUitalogb are sent free on re-
quest to interested producers, in-
dustries, schools, hospitals and
theatres. Sections are devoted to
equipment for auditoriums,
booths, drive-in theaters, electrical
installations, lobbies, boxoflices,
photographv. portable and home
movies, projection lighting, 16
and 35inm projection, public
address systems, theater sound,
stages, studios, recording appa-
ratus and laboratories.
The finest entertainment in 8mm,
1 6mm, silent or sound films. Pro-
tessionally produced . . . mod-
erately priced . . . each film is
a valuable addition to your per-
manent film library!
WRITE TODAY TO DEPT. BS I,
FOR OFFICIAL'S 1949 FREE
CATALOG . . . listing over 350
TITLES . . . featuring a complete
range of entertaining subjects.
SHOW OFFICIAL FILMS
FOR BETTER BALANCED FILM
PROGRAMS!
S,) OFFICIAL FIIMS
25 Weil 4Slh Stieel, New Yotlt 19, N.Y.
Tor Better Attention;
seat them comfortably in
AMERICAN ALL-PURPOSE FOLDING CHAIRS
American Folding Chair?, provide the
ideal seating for employee meetings,
fihn exhibitions, cafeterias and din-
ing rooms. These attractive, econom-
ical chairs are shaped for comfort.
Built strong and sturdy to give
YOU vears of service, thev are also
safe — can't tip over in use. No
snagging or pinching hazards. Fold
quicklv. quietlv. Light and com-
pact, easv to carry and store.
To make sure you get top value in
folding chairs and all types of pub-
lic seating, insist on products of the
American Seating Company. \V rite
us today about your needs. Dept. A.
American Folding Choir No. 44
Five-ply urea-re^in-bonded hardwood aeal.
durably lacquered. Tnanzular. reinforced tubu-
lar sieel frame; solid -sieel cross braces. Dipped
baked -enamel finish. Replaceable rubber feet.
American Folding Chair No. 43
has same fine con--tructi<>n
features, but »*ith formed
steel seat. So. 47. also
available, has seat and back
upholstered with hi^h-
erade brown imilati>in
leather.
ond Rapidi 2, Mich. • Bforvji Offk«s or»d D;jtributofs in Prindpol Oil
WORLD'S LEADER IN PUBLIC SEATING
' ~" " School. ChurcK Traraportat- —
a Folding Choiri
NUMBER I ■ VOLUME 10
19 4?
47
It'sHerelThe NEW ALL-PURPOSE EASEL
The Perfected Answer to Your Sales or Training Presentations
A Practical, Light-Weight
Compact Metal Easel
* For writing pads or charts, the
new all-purpose portable easel is
the 1949 answer to sales and
training presentation problems.
All aluminum, it folds compactly
for easy carrying — yet goes into
action within 5 seconds. Table
model and floor model combined
into one sturdy, self-contained
unit weighing only 8 pounds.
List S42.50
Left: use it with writing pads
Balow: easy to carry and set up
Note These Special Features:
L ALL ALUMINUM. Not a splinter of
wood to warp, wear or tear.
2. LIGHT AS A FEATHER^Imosl.
Weighs only eight pounds,
3. RUGGED as the Rock of Gibraltar. It
will take the meanest abuse.
4. PORTABLE because it folds flat as a
pancake. 1 V2" thick by 36" high by
29" wide.
5. SELF-CONTAINED. There are no loose
parts to assemble or to lose.
6. INSTANTANEOUS. You can unfold it
and set it up in 5 seconds flat unless
you are all thumbs.
7. WRITING PAD feature eliminates
need for messy blackboard.
8. CHART HOLDERS of improved design.
Will accommodate many charts at
several heights.
9. TABLE MODEL AND FLOOR MODEL
combined in one. It's really tricky,
10. HANDSOME. Modern in appearance,
satin aluminum finish. As sleek as a
greyhound.
11. PICTURE SCREEN. The satin aluminum
finish of the aluminum board is ideal
as a proiection screen.
12. INEXPENSIVE because when you use
it you'll agree it's well worth list price
of $42.50.
Oravisuai Portable Pulpit
A Must for Your Visual Training
■k This handy lighted metal holder enables
the instructor to read from notes or printed
text in a darkened room. Light in the port-
able Pulpit also acts as a signal to person
operating projector for next picture. 11 -foot
extension cord can be plugged into any
outlet. List $12.50
All prices f.o.b. Fairfield, Conn. Order today from
THE AUDIO-VISUAL
812 North Dearborn Street •
CENTER
Chicago 10, Illinois
CONSUMER EDUCATION SERIES
Sponsor: Household Finance Corporation.
Slidefilms: The Market Basket Series (5
iiiiitb) . Producer: .Sarra, Inc.
■k In line with tlieir program of consumer
education, Household Finance in this series
of slidefilms shows the public how they can
better handle the food buying problem in their
household affairs.
The introductory film. Spending Your Food
Dollars, explains the basic principles of mar-
keting. The four other films in the series dis-
cuss in detail the buying of fruits, and vege-
tables; meals, fish, poultry and eggs; processed
foods; and dairy products, fats and oils.
Because government food laws, names of
meat cuts and other factors differ in the United
.States and Canada, separate versions of the
series were jjrepared for showing in each coun-
try.
Technical Notes: The introductory film is
black and white and has a running lime of 20
minutes. Ihe other tour films are in color and
each run approximately 15 minutes. The en-
tire series is silent. However, a printed com-
mentary is sent out with each print. Accord-
ing to Household Finance officials, previous
slidefilm lectures of this type have been exceed-
ingh successful.
Distribution: .\n\ women's groups, luncheon
clubs, home economics classes and similar
groups may request a showing simply by con-
i;icting anv office of Household Finance, Inc.
For Sale or Rent
CONTINUOUS
SOUND PROJECTORS
Excellent tor advertising use in de-
partment stores, travel agencies,
convention displays, hotel lobbies,
railroad terminals, etc.
for full information or
demonstration phone or write
FILM DEVICES, INC.
13 East 37th Street • New York 16
MUrroy HUl 9-4175
SPECIAL EYEMO CAMERAS — Rebuilt factory inspected
niaij.i^iiu' atid motor adaplion.
EYEMO ACCESSORIES AND PROFESSIONAL CINE EQUIP-
MENT— Evemo Mai^azines, developing outfits, printers.
CINE LENSES — The world's largest selection of fine cine
lenses ( Zeiss, Cooke. Astro, Bauscti & Lomb. Goerz
and many others) available on 15 day trial ~- High
Speed Wide .\niile, Telephoto - — In focusing mounts
coated to fit — Eyemo, Bell & Howell, Professional,
Mitchell 35 and 16, Maurer. __ __
FREE CATALOG: full description and prices. Send this ad to
Burke & James, Inc.
321 So. Wabash Ave.
Chicago, (II. , U. S. A.
Attn: 6. Somuefs
48
USINESS SCREEN MAGAZINE
We render a real service to users of
SOUND SLIDE-FILM EQUIPMENT by
manufacturing the only complete
line on the market. The
Picturephone
SOUND SLIDE-FILM MACHINE
is available in eight models, with
various auxiliary appurtenances,
such as speakers, microphones, pro-
jectors, head phones, bass reflexes,
etc. With the LARGEST line we are in
the BEST position to supply what you
need. Be sure. Choose your equip-
ment from the big line. It is the only
way to be sure of getting equipment
that will do justice to your sound
slide-film programs.
Ask for New Folder
0. J. McClure Talking Pictures
1 1 1 5 y, WEST WASHINGTON BOULEVARD
Chicago 7, Illinois
Telephone Canal 6-4914
for price and quality
COMPCO
precision manufactured
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked -on, hammertone gray
finish.
See Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
RUBBER FILM SELLS IN HOMES
(continued from pace twenty-five)
Here are cogent reasons listed in ihe Safety
Zone booklol on how the fihii helps the dealer
make a sale;
1. It gives the prospect the effect of a dem-
onstration ride or leads to an actual ride;
2. Illustrates the features, shows thcni in
action and tlenionstrates their advantages;
3. Through actual pictures, dramatizes the
full meaning of advantages featmcd in adver-
tising and oral .selling;
4. Draniaii/es with pictures and words an
interesting stor\ of how the prospect can in-
crease his driving safety and pleasure;
5. Gives authenticity and official support to
personal selling:
6. Organizes the most important selling fea-
tures into a complete and interesting presenta-
tion;
7. Briefs the selling story and shortens the
time required to make a sale:
8. Is etiective an\i\here — in the store — in
offices— in homes;
9. Is an easy wa\ to get and hold the pros-
pect's interest.
Royal Master dealers go right to the con-
sumer by personal call or telephone. They say
something like this; "Mr. Jones, this is John
Smith. I have a new talking picture that you
and \our family would like to see, because it
will help you get more safety and pleasure
from that new (Buick) of yoius.
"It takes only about ten minutes. If it is con-
venient for you and \our family, I'd like to
bring it to your house about se^en-thirty.
Would that be a good time? "
.\s an added inducement, some of the most
effective salesmen use a short animated car-
toon spliced on ahead of Safety Zone to amuse
the children of the family.
Picture Moves Right Tow.\rd S.\les
The picture itself does a thorough selling
job. Salesmen are advised to let it stand on its
own feet and not explain or re\ iew what was
seen and heard. Instead the company suggests
that the salesman encourage questions which
he can answer straightforwardly and push to
close the sale with se%eral planned kev phrases
as quickly as possible.
.Most of the dealers ha\e purchased Movie-
Mite projectors through the companv. Some
have bought Cine - Compactos which are
Movie-Mite conversions into automatic ma-
chines with projector, screen and amplifier
all in one neat case, and requiring no setting
up or rewind operations.
US Rubber's experience with direct selling
films points the way for other industries with
similar problems. It is a powerful selling tool
and one which will see more and more use
iuring the coming vear. •
Specials in Lighting Equipment
EVERYTHING FOR STUDIO. CUTTING ROOM
AND LAB — Lights. Mikes. Booms. Dollies, Lenses.
Television Background Projectors. Screens. Movi-
olas, Recorders, Printers, etc. Send for Catalog
Sturelab — new editicn under iA.av
S.O.S. CINEMA SUPPLY CORP.
Dept. H. 602 West 52nd St.. New York 19, N, Y,
SucceA^ul
TRAINING FILMS
Require
— Specialized Writing Knowledge
— Specialized Production Experience
for proof that
DEPICTO FILM
gets results, check with:
Johns-Manville Corp,
Singer Sewing Machine Co.
Lily-Tulip Cup Corp.
E. R. Squibb & Sons
The New Haven R. R.
Nedick's Inc.
Empire Crafts Corp,
Robert Reis & Co.
Gregg Publishing Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
245 West 55th Street
New York 19, N. Y.
the 4-way y^'^'x
sound UWI^
projector II ^HiVlt
With 10 WATTS
UNDISTORTED OUTPUT
\6mm
3 MODEIS
£' ^^ The
* NEW model lOA
$345
See your dealer or write
for complete information
FORWAY CORP.
245 W. 55fh St., N. Y. 19, N. Y.
NUMBER
VOLUME 10 • 1949
49
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 Allyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. Putnam
.^ve., Greenwich.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
Paul L. Brand & Son, 21.53 K St.,
Washington 7.
The Film Center, 91.5 1 2th St.
N.W.. Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., \Vashing-
ton, fi. D. C.
• MAINE •
D. K. Hammett, Inc., 620 Congress
St., Portland 3.
• MARYLAND •
Collins Motion Picture Service,
5021/^ & 506 St. Paul St., Balti-
more 2; also 4 Race St., Cam-
bridge.
Folkemer Photo Service, 927 Pop-
lar Grove, Baltimore 16.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Ctiniherland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 116 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Jarrell-Ash Company, 165 New-
bury St., Boston 16.
South End Film Library, 56 Val-
lonia Ter., Fall River.
Gilbert & Kelly, Inc., 134 Mid-
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Stanley-Winthrops, Inc., 90 Wash-
ington St., Quincy 69.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchester.
• NEW JERSEY •
Vitascope, Film Distributors, 155
Washington St.. Newark 2,
Phone Mitchell 3-7880.
Slidecraft Co., Soiuli Orange, N. ].
• NEW YORK •
A. B. T. Productions, Inc., 160 W.
54tli Street, New York 19.
Wilber Visual Service, 119 State
St., Albany. .-Xlso 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42 20 Kis
sena Blvd., Flushing.
Association Films, (Y.M.C.A. Mo-
tion Picture Bureau) 347 Madi-
son Ave., New York 17.
Brandon Films, Inc., 1600 Broad-
way, New York 19.
Catholic Movies, 220 W. 42nd St.,
New York.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Otto Marbach, 630 9th Ave., New
York.
Mogul Bros., Inc., 68 W. 48th St.,
New York City.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 65 Monroe
.Ave., Rochester 7.
Morris Distributing Co., Inc., 412
S. Clinton St., Syracuse 2.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Bertram Willoughby Pictures,
Inc., Suite 600. 1600 Broadway,
New York.
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St..
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Kunz Motion Picture Service,
1319 Vine St., Philadelphia 7.
1905 Sanderson .Ave, Scranton 9
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharpsville.
• RHODE ISLAND •
Westcott, Slade &: Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 28.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg., Birming-
ham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 86,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
.Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St., Tampa.
• GEORGIA •
Calhoun Company, 101 Marietta
St., Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16tnm Fihn & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
National Film Service, 422 W.
Breckenridge, Louisville.
• LOUISIANA •
Stanley Projection Company,
2111/2 Murray St., Alexandria.
Jasper Ewing & Sons, 725 Poydras
St., New Orleans 12.
Southern Pictures Company, 1024
Bienville St., New Oi leans.
Stirling Movie & Photo C;o., 1052
Florida St., Baton Rouge 85, La.
Ideal Pictures Co., 826 Barione
St., New Orleans 13.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 18.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 1 1 9
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave., Raleigh.
• SOUTH CAROLINA •
Calhoun Company, 1614 Gervais
St., Coliunbia 1.
Palmetto Pictures, Inc., 719 Sa-
luda Ave.— .At Five Points, Col-
umbia 1 1.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St.. Memphis 3.
Mid-South Training Film Service,
166 Monroe .Ave., Memphis 3.
Southern Visual Films, 667 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Walker C. Cottrell, Jr., 408-10
E. Main St., Richmond 19.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 309 E.
Main St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Blacklock Co., 719 Main
St., Little Rock.
• ILLINOIS •
American Film Registry, 28 E.
Jackson, Chicago 4-HAR 2691
Father Hubbard Educational
Films, 6651 N. Clark Street,
Chicago 26.
Ideal Pictures Corp., 28 E. 8th
Si.. Chicasjo 5.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
USINESS SCREEN MAGAZINE
BBffmfflimtinirfi
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Jam Handy Oiganizaiiou, Inc.,
230 N. Michigan Ave, Chicago I
McHenry Films, 537 S. Dearborn.
Chicago 5.
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictures, 614 X.
Skinkcr Blvtl.. Si. Louis 5. Mo.
.Association Films (V.M.C..\. Mo-
tion Picture Bureau), 206 S.
.Michigan .-\%e.. Chicago 3.
Visual Research Company, P.O.
Box 937, Chicago 90.
• INDI.WA •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Indiana Visual Aids Co., Inc., 726
N. Illinois St.. Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Wav West, South
Bend 5.
• IOWA •
Pratt Soiuid Film Service, 805
Third .Ave., S.E., Cedar Rapids.
Ryan Visual Aids Service, 409-11
Harrison St., Davenport.
General Pictures Productions,
621 Sixth .Ave., Des Moines 9.
• KANSAS-MISSOURI •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas City 6, Mo.
Select Motion Pictures, 1326-A
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
Swank Motion Pictures, 614 X.
Skinker Bhd., St. Louis 5.
Pictosound Movie Service, 4010
Lindell Blvd., St. Louis 8.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
.Ave., Detroit 7.
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handv Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Sei-\ice, 224 Abbott
Road, East Lansing, .Michigan.
Locke Film Library, 120 W. Lov-
ell St.. Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3.
National Camera Exchange, 86 S.
Sixtli St.. Xew Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• NLUR.\..K.V •
Church Fihn Service, 2595 Man
derson St., Omaha 11.
• OHIO •
Lockard Visual Education Serv-
ice, 922 Roslyn .Ave., Akron 2.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.A\e.. Cincinnati 19.
.Academy Film Service Inc., 2300
Payne .Ave., Cleveland 14.
Fryan Film Service, 3228 Euclid
.Ave., Cleveland 15.
Sunray Fihns, Inc., 2108 Payne
.Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building. Dayton 2.
Twyman Films, Inc., 29 Central
.Ave., Dayton 1.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
C4iarles .Ave., S. E.. Massillon.
Cousino Visual Education Serv-
ice, Inc., 1221 Madison .Ave.,
Toledo 2.
Gross Photo Mart, Inc., 524 Mad
ison. Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
viUe.
• WISCONSIN •
R. H. Flath Company, 2410 X.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 X. 7th St., Mil-
waukee 3.
Meuer Photoart House, Wm. J.
Meuer. 411 State St.. Madison 3,
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig .Ave., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd.,
Beverly Hills.
Camera Craft, 6764 Lexington
.Ave., Holhvvood 38.
Coast Visual Education Co., 6058
Sunset Blvd., Hollywood 28.
HoUvwood Camera Exchange,
1600 X. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 \V. 7th
St.. Los Angeles 5.
Jam Handy Organization, Inc.,
7046 Hollvwood Blvd., Los An-
creles 28.
Ralke Company, 829 S. Flower
St., Los .Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films (Y.M.C..-\. Mo-
tion Picture Bureau) , 351 Turk
St.. San Francisco 2.
Hirsch & Kaye, 239 Grant Ave.,
San Francisco 8.
C. R. Skinner Manufacturing Co.,
292-294 Turk St. San Francisco 2
Shadow Arts Studio, AVickenden
Bldg., P. O. Box 471, San Luis
Obispo.
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Ninth Ave., Denver 3.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma
City 6.
H. O. Davis, 522 X. Broadway.
Oklahoma Citv 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
Cine Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th .Ave., Portland 5.
Moore's Motion Picture Service,
306-310 S. W. Ninth Ave., Port-
land 5.
• TEX.AS •
Association Films (Y.M.C.A. Mo-
tion Picture Bureau), 3012 Ma-
ple .Ave., Dallas 4.
.Audio Video, Inc., 4000 Ross Ave.,
Dallas 4-, 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 2024 Main
St., Dallas 1.
V'isual Education, Inc., 12th at
Lamar, .Austin; Also, 2010 X
Field St., Dallas 1; 3905 S. Main
St., Houston 4.
Capitol Photo Supph'cs, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lak*; City 1.
• WASHINGTON •
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
Rarig Motion Picture Co., East
1511 Third .Ave., Spokane.
• HAWAII •
Ideal Pictures, 1370 S. Bcretania
St., Honolulu, T. H.
Motion Picture Enterpaises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Ihirteentli
Ave.
Branches:
Edmonton, Alta., 10022 102nd
Street
.Montreal, Quebec, 1396 St.
Catherine St. West.
.Moncton, X. B., 212 Lutz St.
Toronto, Ont., 156 King Street
W'est.
Vancouver, B. C, 535 West
Georgia St.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. John's, Xnd., 445 Water St.
Ratiio-Cinema, 501 1 Verdun Ave.,
Montreal, Quebec.
FOREIGN
Distribuidora Filmica Venezolana,
De 16MM., S..A., Apartado 706
Caracas, Venezuela, S..A.
There's An Audio- Visual Specialist in Your Town!
■k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessor)
sales and maintenance and for your him needs.
Many of the dealers listed carry stock libraries of train-
ing, infonnational and recreational films for your pro-
grams. They are also qualified to service projection equip
ment for maintenance and repair. For address of dealers
in towns not listed here vsrite: The National Directory of
Visual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER I
VOLUME 10
51
More Films for Employee Showings
•k sponsored films from indusiry are proving popular screen fare among
employee groups. Here is a page of additional titles available on free
loan from Association Films (the Y.M.C.A. Motion Picture Bureau)
offices in New York, Chicago. San Francisco and Dallas. Please note re-
strictions on distribution areas which afJect certain listings below.
African Holiday (10 iiiin) Color. Loan.
Assn. Films.
• Illustrates thai rhythm is indigenous
10 native life in Liberia. Africa's only
republic. Four native dances are described
to the musical accompaniment of native
groups of musicians recorded on the scene
in Liberia. Sponsored by Firestone Tire &
Rubber Co.
American Porirait (23 miii) Loan. Assn.
Films.
• A picture of America during the past 100
years. The story of its progress to a better
way of life and the highest known standard
of living through salesmanship. Alan Ladd
is featured as an enterprising life insurance
salesman. Sponsored by The Institute of
Life Insiuance.
America's Favorite (10 min) Color. Loan.
Assn. Films.
• Dramatizes information on the source of
ingredients, the methods of manufacture
and distribution and the reasons behind the
popularity and goodness of ice cream,
"America's Favorite." Sponsored by the
National Dairy Council.
Bathing Time For Baby (20 min) Color.
Loan. Assn. Films.
• The techniques of just how baby should
be bathed are given instructive yet enter-
taining treatment by Walt Disney from
factual information gathered by experts in
the field of baby care. Sponsored by John-
son & Johnson.
Be Your Age {10 rain) (N. Y. & Chi. Ex-
changes only.) Loan. Assn. Films.
• An encouraging and instructive presenta-
tion of how a middle-aged man recovers
from a heart attack and learns how to ad-
just himself to living with a handicapped
heart. (This film is still being shown
theatrically in certain states. Tlease inquire
as to availability of I6mm prints in your
state.) Sponsored by Metropolitan Life In-
surance Co.
Behind The Cup (-10 min) Color. (Chi. Sc
S.F. Exchanges only.) Loan. Assn. Films.
• A pictorial visit to toffee-land, giving the
complete and colorful story of Hills Bros.
coffee from tree to vacuum-packing, demon-
strating the modern methods of planting
and manufacture. Scenes of life in Central
America add interest and color. [Available
in Ariz., Calif.. Colo., Idaho, 111., Ind., Iowa,
Kansas, Mich., Minn,, Mo. (Kansas City,
Springfield. Joplin and St. Joseph only),
Mont.. Nebr., Nev., N. M., N. D.. Ohio.
Okla.. Ore.. S. D., Tex. (El Paso only), Utah.
Wash., Wise, Wyo.] Sponsored by Hills
Bros. Colfee, Inc.
Big Trains Rolling (20 min) Color. Loan.
Assn. Films.
• A picturesque portrayal of a railroad trip
taken by two children, showing the things
they see and do. America's railroads at
work are also pictured. Sponsored by Asso-
ciation of American Railroads.
Bottle of Magic (20 min) Loan. Assn. Films.
• This is a new fdm replacing tlie old ver-
sion, A Modem Aladdin^s Lamp, previously
distributed. Sponsored by Western Electric
Company.
The Building of a Tire (30 min) Color.
Loan. Assn. Films.
• With the aid of animated color drawings.
Walt Disney's studio takes the involved
story of creating a tire and makes it easy
for anyone to understand. (Transp. charges
pa id both ways.) Sponsored by Firestone
Tire &: Rubber Co.
Coaxial (10 min) Loan. Assn. Films.
• (\.V. Exchange only.) The story of the
two hundred miles of coaxial cable laid be-
tween Stevens Point, Wisconsin, and Min-
neapolis. Minnesota. This study of com-
munications is highlighted by fine scenic
views and animation. (Restricted to New
England.) Sponsored by Bell System Tele-
phone Companies.
Coffee, The Pride of Colombia (20 min)
Color. Loan. Assn. Films.
• The first sound motion picture of coffee
production in Colombia released in the
United States. It abounds with scenic views
of Coloml)ia and iclls of the production of
Colombian coffee from tree to cup. Spon-
sored by Great Atlantic &: Pacific Tea Co.
The Crucible of Speed (30 min) Color.
Loan. Assn. Films.
• The 1946 Indianapolis Race and a resume
of races since 1911. Fhe importance of these
speed tests in the development of better
[ires. Sponsored by Firestone Tire &: Rub-
ber Co.
Crystal Clear (10 min) Loan. Color. Assn.
Films.
• Technicolor scenes from the laboratories
of Western Electric, explain how the re-
markable artificial quartz known as
"E.D.T." (the crystal which generates the
electricity used in translating sounds into
actual voices) is produced by a fascinating
dicmical process of growing larger and
larger crystals from "seed" crystals. (Re-
stricted to New England.) Sponsored by Bell
System Telephone Companies.
The Danger Point (10 min) Color. Loan.
Assn. Films.
• .An account of the health department's
role as the guardian of community health.
.Also gives a dramatization of the infected
eating utensils that may serve as the chan-
nel of infection in public and in the home.
Si)onsored by Paper Cup &; Container In-
stitute.
Deep Horizons (20 min) Color. Loan, Assn.
Films.
• Portrays methods used to discover and
produce crude oil. Sequences treat of the
seismograph method of locating oil-bearing
structures, the drilling of an oil well, set-
ting of casing, and bringing the well in.
Sponsored by The Texas Company.
Echoes In War and Peace (10 min) Loan.
Assn. Films.
• (N.Y. Exchange only.) The amazing use
of echoes in war antl peace, with much of
the film devoted to outstanding phases in
the development of sonar and radar. (Re-
stricted to New England.) Sponsored by
Bell System Telephone Companies.
The Eternal Gem (10 min) Loan. Assn.
Films.
• A portrayal of the geological origin of
the diamond, its legend, nature and sym-
bolic meaning. Surveys the history of the
diamond and traces the steps from mining
the precious gem until it is finally cut and
polished. Sponsored by De Beers.
Evinruding For Colorado River Bass (10
min) Color. Loan. Assn. Films.
• (NY &: Chi Exchanges only.) The fun of
fishing record bass from a cold lake located
"way out in the desert" where only Indians
fished until recently. Another fine fishing
sport that can be reached by Evinrude.
Sponsored by Evinrude Motors, Ine.
Facts About Fabrics (30 min) Loan. Assn.
Films.
• Describes yarns, construction, dyeing op-
erations and finishing methods used in
making textiles. It also contains informa-
tion on the care of fabrics, washing, etc.
Sponsored by E. I. du Pont de Nemours &:
Co.
Fashion's Favorite (35 min) Loan. Assn.
Films.
• The important fundamentals of rayon
dramatically explained. The fascinating
story of rayon from start to finish. Spon
sored by E. I. du Pont de Nemours & Co.
For Times Like These (10 min) Loan. Assn.
Films.
• Wherever we turn for news today— the
radio, newspapers, magazines— we cannot
trust completely their accuraq-. The one
source of unfailing truth lies in the Bible,
where the problems of today and their
solution all find their counterparts. For
Times Like These treats the Bible as news
in a dramatic March of Time technique.
With Lowell Thomas as narrator. Sponsored
by Oxford University Press.
Freedom Rides on Rubber (25 min) Loan.
Assn. Films.
• A complete picture of the history, the
development, and the final achievement of
making synthetic rubber. Includes Thomas
Edison's many experiments and Harvey S.
Firestone's campaign for Americans to pro-
duce their own rubber. Transportation
prepaid. Sponsored by Firestone Tire &
Rubber Co.
The Gentle Art of Meat Cookery (25 min)
Loan. Assn. Films.
• The ABC's of meat cooking and carving
based on thousands of controlled experi-
ments with every kind and cut of meat.
Every housewife seeing the film will find
new uses for the broiler of her stove. A
nuist for Home Economics classes at all
levels. Sponsored by Armour and Company.
Good Things Happen Over Coffee: A Visit
To Coffeeland (28 min) Color. Loan.
.Assn. Films.
• A story of coffee, the good-neighbor prod-
uct which, as a basis for inter-American
trade, serves to further inter-American
friendship. Highlights of the peoples, cus-
toms, and scenery of 10 of our good neigh-
bor countries to the south are shown, to-
gether with an entertaining and instructive
portrayal of coffee production from the
first plant shoots to the savory beverage.
Sponsored by Pan-American Coffee Bureau.
Hello, Business (20 min) Color. Loan. Assn.
Films.
• Typical scenes from the lives of business
and professional people illustrate how elec-
tronic dictation and Dictaphone Telephone
Recording can contribute positive benefits
to one's pattern of living by helping to
eliminate wasted etiort and wasted time
from one's business, Sponsored by The Dic-
taphone Corporation.
Heritage For Victory (30 min) Loan. Assn.
Fdms.
■ The story of Western Electric Co. through
75 years beginning with the partnership of
Enos Barton, a young telegrapher, and
Elisha Gray, inventor and professor of sci-
ence. How their little shop, a mecca for
inventors, among them Thomas A. Edison,
grew to become the source of supply for
the Bell Telephone System and the nation's
largest producer of electronic and commu-
nications equipment for war. Sponsored by
Western Electric Company.
How Rayon Is Made: A Visual Unit (20
min film and 70-frame filmstrip) Loan.
-Assn. Films.
• .A unique 4-unit educational package giv-
ing, in semi-technical detail, the key steps
in manufacture of rayon from raw material
to finished products. Of particular interest
to textile students. Sponsored by American
Viscose Corporation.
How To Improve Your Golf (30 min) Color.
Loan. Assn. Films.
- The highlights of the June. 1947. Goodall
Round Robin Invitation Golf Tournament,
including Bing Crosby, Jimmy Demaret,
Frank Craven, and Bobby Locke. Instruc-
tion in the important "musts" of good golf;
demonstrations by outstanding pros. Run-
ning commentary by former champion Jug
McSpaden. Sponsored by Goodall Fabrics,
Inc.
How Yoimg America Paints (10 min) Color.
Sound or Silent; specify. Loan. Assn.
Films.
• The sequences of this picture consist of
paintings and drawings in various medi-
ums and the technique applied in making
a finished piece of work. (Available to edu-
cational institutions only.) Sponsored by
Binney & Smith Co.
A Hurricane's Challenge (20 min) Loan.
Assn. Films.
• (NY Exchange only.) A graphic presenta-
tion of the emergency caused by the great
hurricane which swept over the northeast-
ern U. S. in September 1938, and the man
ner in which the Bell Telephone System
met the disaster. The picture includes ac-
tual shots of property damage and recon-
struction work. Narration is by Edwin C.
Hill. (Restricted to New England.) Spon-
sored by Bell System Telephone Com-
panies.
Just Imagine (10 min) Loan. Assn. Films.
• (NY & Chi Exchanges only.) In a pleas-
ing cartoon film, "Tommy Telephone",
with the help of motion picture magic,
grinds out of a hopper and assembles the
433 parts of a modern hand-set telephone,
for the benefit of a problem-beset tele-
phone man. (Restricted to New England
fc 111.) Sponsored by Bell System Telephone
Companies.
The King Who Came To Breakfast (17
min) Color. Loan. Assn. Films.
• A story of wheat. With the use of Bil
Baird's famous marionettes, this film traces
the early discovery of wheat and how the
spread of civilization followed the plant-
ing and development of this grain. The
nutritional qualities of wheat are drama-
tized in humorous fashion, emphasizing the
importance of a nourishing breakfast as a
basis of energy for the day's activities. Spon-
sored by National Biscuit Company.
Liberia: Africa's Only Republic
• (Long Version 55 min) Color. Loan. .Assn.
Films.
• (Short Version 30 min) Color. Loan. .Assn.
Films.
• A documentary film dealing comprehen-
sively with many aspects of Liberia, the
only republic on the continent of Africa.
Includes a brief description of the geog
raphy. history, and topography of the coun
try. and proceeds to a most colorful and >
complete description of the people of the
coinitry and their daily activities. Also con-
tains an exposition of rubber planting and
harvesting on the Firestone plantations. It
ends \vith a brief but informative descrip-
tion of Monrovia, the capital of the coun-
try. Sponsored by Firestone Tire & Rub-
ber Company.
ED: These listings will be continued. Titles also
appear in various editions of our Film Guide
Library, including Sports, Farm Films, etc.
You've never seen slides
so brilliantly projected!
Do Yov show 2 X 2-inch slides in large
auditoriums to sizable groups? The
new 1000-watt Kodaslide Projector, Master
.Model, is designed to do that job better
than it has ever been done before. Vour
slides talve on an unexpected sharpness and
clarity . . . you discover color and shadow
detail you never dreamed was there.
This superlative projection is effected by
the use of more pow erful lamps, finer, faster
lenses, and Lumenizing (hard-coating) lens
elements of the entire optical s\ stem. Lu-
menizing gives >ou 40 '^ more light.
Sharp images in rooms only half dark
This projector's greater illumination snaps
a brilliant picture on the screen even with
normal room lighting— ideal for conferences,
lectures, and classroom use.
Brilliant showings in rooms of any size
Clioicc of five superb Kodak Ektar and
Kodak Ektanon projection lenses together
w ith a variety of lamps enables you to adapt
this projector to audiences of any size.
New cooling system protects your slides.
Quiet turbine-type fan forces cool air three
\va\s— to the lamp, condenser system, and
both sides of the slide. And a new type of
heat-absorbing glass blocks 85 % of the heat
from the transparency.
Ask your Kodak dealer for a free booklet
describing the Kodaslide Projector, .Master
Model, in detail. \'isit his store, where he'll
be glad to give you a demonstration. Price,
from SI SI to S295, depending upon your
choice of the five lenses available.
E.AST.MAX KoOAK CoMPANY,
ROCHKSTER 4, N. V.
KODASLIDE PROJECTOR, MASTER MODEL
and for your MOVIES . . .
SOUND KODASCOPE FS-I"-N
Protector— che only 16mm. sound
proiector with built-in Fitlclit>'
Tone Control. Choice of six fast
f 1.6 Lumenized lenses. Micro-
phone and phonosrraph jack for
mixing in music, commentaries. See
your Kodak dealer for full details
and demonsuation. Price \\ ith .
IiC®(Ql®Ik
MO^
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l^G
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c\jsio»At^
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.. any ^^^ "^customer's S^oe c^
Bvery --- ^^d see 0^/;^^ Cho. ^-; 3 on
^iS^e^^ ^ .MVR'S SHOES
.^ and vath
^ariic^S^^' on wy i*=
v.. H. roftte Board
of t^^
Board
St.
Louis I
m-s'
JAM HANDY
^^ y (y —for picturea that fit
VISUALIZATIONS • T R A I NI NG . A S SI ST A NC E • SLIDEFILMS • TELEVISUALS • M O T I O N PI C T U R!
NEW ^ ' K 19 WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT 11 DAYTON 2 CHI'6aGO 1 LOS ANGELES
>^i*f fffnii nnitHfwiHi uiiHiMsii »>
BUSINESS SCREEN
Jll
A G A Z
N E
ISSUE TWO OF VOLUME TEN • APRIL • 1949
This iMonth's fvaiur^
BETTER UNDERSTANDING
of our economic system
r/^/f^
^0*^
MITCHELL'^16 AVAILABLE
NOW AT NEW LOW PRICE
Improved manufacturing methods, to meet the ever-increasing demand
for the Mitchell "16" Professional Camera, have made this important
announcement possible. Without changing its design or eliminating any
of its famous time-proven features, the camera is now priced within the
reach of every commercial motion picture producer.
The Mitchell "16" is the first professional camera to bring truly profes-
sional quality to the I6mm screen. Behind it lie 30 years of experience
in building motion picture cameras to the most exacting requirements.
Endorsements from leading commercial producers prove our claim — that
the Mitchell "16" Professional is the world's finest l6mm camera.
Now the Mitchell Camera Corporation offers this great camera to the
l6mm industry at a new low price to enable more producers to meet
effectively the demand for photographic perfection in today's commercial
productions.
Oo^W
'fiig/^eM--'
M . . . A New PRICE LIST contains
complete listing of all Mitchell
16mm equip-
ment to make
your ordering
more conven-
ient. Write or
call for your
copy today.
^"i^^e/y
/tf/fcAe// Canpera corporatioh
666 WEST HARVARD STREET* DEPT. FW- 8 • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTERN REPRESENTATIVE: THEODORE AITMAN* SSI FIFTH AVENUE • NEW YORK CITY 17 • MURRAY HILL 2.703*
t> C^ 85% ol the motion pictures shown in theatres throughout the world ore filmed with o Mitchell
* *
AMONG MANY CLIENTS SERVED REPEATEDLY BY CARAVEL:
American Bible Sociely . . . American Can Company . . . American Telephone and Telegraph
Company . . . Associated Merchandising Corporation . . . Black & Decker Manufacturing Co.
. . . Godfrey L. Cabot, Inc Ethyl Corporation . . . The B. F. Goodrich Company . . . Kenwood
Mills... Mohawk Carpet Company... National Lead Company.. .Pepsi-Cola Company... The
Pure Oil Company. .. Socony- Vacuum Oil Company, Inc United States Rubber Company
********
WHY
******
TEAMWORK RULES AT
CARAVEL
We don't know all there is to know
about advertising, sales promotion,
plant relations, public relations, em-
ployee training . . . and we never ex-
pect to. But during more than a quarter of a cen-
tury we have repeatedly been privileged to work
with some of America's ablest executives in these
and many other fields of business.
Out of these cooperative efforts have come
motion pictures, slidefilms, manuals, complete
training programs that have per-
formed so well in action that these
same executives have come back to
Caravel again and again — with in-
creasingly difficult assignments.
Our clients say we are "easy to work with." We
appreciate the compliment, but even more, their
own good teamwork. Their example has meant
much to us in building an organization such as
ours. We are proud of the company we keep.
[
When thousands, even millions of people, are the final judge, is it pruden
to compromise with quality? After all, the TRUE yardstick is RESULTS
CARAVEL FILMS
■]
INCORPORATED
New York • 730 Fifth Avenue • Tel. Circle 7-6111
Detroit • 3010 Book Tower • Tel. Cadillac 6617
Leading Industries
Throughout the Nation
prefer
VICTOR
16mm SOUND MOVIE PROJECTORS
Victor reaches into the heart of American industry — with a
complete price and utility range in I6mm projectors designed
for modern selling and personnel training.
Industry pace-setters, like United States Gypsum Company,
make Victor and 16mm sound films a prominent part of their
progressive sales and training programs.
Select a Victor to meet your specific business requirements.
Acquaint yourself with Victor value and versatility by writing
today for your Victor Industrial Booklet.
A DIVISION OF CURTISS-WRIGHT CORPORATION
Dept. Q-19, Home Office and Factory: Davenport, Iowa • New York • Cliicago
Distributors Throughout the World
BUSINESS SCREEN MAGAZINE
*CHICAGO
1345 Argyle Streei
T
HE ABILITY to create sound motion pictures which
attract and hold the fa\orable attention of today's great and
growing ^'oluntary consumer audiences should be the prime
consideration in selecting your producer.
A recent survey conducted by a national film distributor
presents factual e\'idence of audience acceptance of well-
planned and executed industrial motion pictures. Nine of the
t\\el\'e top-ranking films requested by nationwide audiences
were Wilding productions.
NEW YORK
385 Madison St.
*DETROIT
4925 Cadieux Rd.
[ CLEVELAND
I 310SwetlandBldg
*H0LLYW001
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
Why not consult us about your problems?
WILDING
PICTURE PRODUCTIONS, INC
Western Electric
RECORDI NG
CINCINNATI
Neave Bldg.
*Studio Facilities
"'T^^'VT^T T^ T >^> ^TT^ -¥- -
S.V.E. "INSTRUCTOR" BOO
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filnistrips
-k Fast *'Piish-in-Slyle" Threading
■k 0"'*'^ Chanseo\cr to 2" x 2" Slides
ir Easily Adjusted Aperture Assembly
• This is the newest of S.V.E. Tri-Purpose
projectors accommodating 2" x 2" slides, single
and double-frame filmstrips. Can be threaded in
quick "push-in-style" or in the conventional man-
ner. Film advances smoothly . . . without scratch-
ing or tearing . . . either forward or backward.
Semi-automatic slide carrier covers Bantam frame
as well as 35mm double-frame slides in 2" x 2"
mounts.
New, adjustable aperture asseinbly gives any
size frame from single-frame to double-fran.e.
with intermediate positions. Quick changeover
from filmstrips to 2" x 2" slides and vice versa.
New design optical system with all elements
coated. Complete with 5" Wocoted S.V.E. Ana-
stigmat lens and two-tone lift off case, the "In-
structor" 300 is being introduced at S90.n0.
LEADING SOUND SLIDEFILM
EQUIPMENT MANUFACTURERS USE
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Write /or folder girinf; complete information on the
new ^'Instructor" 300. Address Dept. SC — .'i.
SOCIHY FOR VISUAL EDUCATION, INC.
100 lait OKI* Strcat Chic*** 1 1. III.
^ © Lfi @ d El
PREVIEW OF CONTENTS
Cot't'r Sithjpil: Prnclurlion scene on
sel for Cliasi- Ciindy Co. jihn (p. >1)
riic Ollscrccn \'oicc l(i
Feature: Better Undcrslandiii" of Our
Nation's Economic Syslciu 21
l'rocIuili\it\: Kc\ to Plent\ 23
C^ise Histories: the New Films 24
Iiuluslry Reports on Training 27
Pageant of \'isual Progress 28
Business Screen Camera 30
Telex ision in the News 32
DEP.ARTMIiNTS
Business Screen Executive 36
Events in the Picture Parade 38
New Slidefilms Serve Business -11
Men Who Make Pictures -12
New Products: Equipment News 45
THE NATIONAL DIRECTORY OF
VISUAL EDl'CATIOX DEALERS
Office of the Publisher
812 North Dearborn St.. Chicago 10. III.
O. H. Coelln, Jr., Edilor & Publisher
William Ball, Art Director
Robert Whyte, Circulation
Donald Shields
Desk Editor
Richard Menges
Assistant
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue. New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6ti05 Hollywood Blvd., Hollywood, Cal.
Telephone: Normandv 2-9490
Issue Tug. Voliune ten of Business Screen Magazine
published March 20. 1919. Issued S times annually at
six-week intervals at S12 N. llcarhom St.. Chicago, by
Business Screen Magazines. Inc. Phone WHitehall
4-6807-8. O. H. Coelln, Jr., Eilitoi and Publisher. In
New York: Robert Seymour, Jr., 189 Fifth .\ve. Tele-
phones Riverside 90215 or .Ml'na\ Hill 2-2192. In
Los .Angeles: Edmund Kerr, t>(i05 Hollywood Blvd. Sub-
scription $3.00 (domestic): $4.00 foreign. Entered as
second-class matter May 2. 1946 at the post oftice at
Chicago. Illinois, under .\ct of March 3. 1879. Entire
contents copyiight 1948. Tiadeiuark registered U.S.
Patent Office. .Address advertising and circulation in-
quiries to Chicago olhce of publication.
Film Logistics'
*the hiishtess of supplying the right film
to the right audience at the right time.
Thousands of potential audiences — from
California to Maine — are available to
schedule your film program.
Prints of your motion pictures (particu-
larly in color) represent a substantial
investment. They are valueless while in
transit or on the shelf.
A real understanding of film logistics
is essential to successful film distribution.
Shipping points must be strategically lo-
cated and prints effectively utilized so that:
each print will serve
a maximuni number of audiences
Modern Talking Picture Service, Inc.,
booked, scheduled and delivered spon-
sored film programs to
61,442 audiences
in January and February, 1949-
Bookings are made in strict accordance
with sponsors' audience specifications.
Regional Film-Exchanges move
prints faster at lower transportation cost.
Write for facts and information
on how Modern can serve your needs —
MODERN TALKING
PICTURE SERVICE, Inc.
9 ROCKEFELLER PLAZA 142 E. ONTARIO ST.
NEW YORK 20, N. Y. CHICAGO 11
BUSINESS SCREEN MAGAZINE
|Muimmmititinimtimw
"That's three prospects in a row
we've closed, Jim. Nice going!"
And easier going, too, since we're
using a Revere Sound Projector.
It's so much lighter to carry and
lots simpler to set up."
ARE YOltt SALES F/i.WS O.V THE SHELF OH 0\ THE SfREE\S
bound films have no equal as a selling force. But are vour salesmen
reluctant to show them frequently? Mavbe it's because your equipment
is cumbersome and compHcated — diflicult to carrv, set up and operate.
The Revere Sound Projector overcomes these objections completely.
It is extremely light and portable . . . It's easy to use . . . And
"Theatre-Tone" and TSO-watt brilliance assure top quahty performance.
It can be used amtifipre, too — on AC or DC current. \\ ith Revere,
' selling with sound films becomes a pleasure instead of a burden.
Equip vour salesmen with Revere projectors and let them make
the most of the sound films vou have given them. At Revere's
low price, you can furnish vour entire staff with these easv-to-
use projectors at minimum cost. See fnr yourself ho^v Revere
can help you; get the facts from vour Revere dealer today!
Revere Camera Company • Chicago 16
o
if Simstff I'mit V%>i0hin» Only 33 pounds
"k Simple 4-Point Thrvadinig
"Ar Sp^fiiv Automativ it«'-\yinti
•k MHOO-foat Heei t'aparity
16 MM ,:^/ f<^/j'f-k^fJie^^ SOUHO PROJECTOR
NUMBER 2
VOLUME 10
19 4 9
Make this amazing fKH
today!
Project your pictures on Free Sample
of Radiant's new "Million Mirror"
screen fabric — and see for yourself
the remarkable difference it makes!
/
/
See how millions of tiny glassi^irrors,
firmly imbedded in the pure white screen
surface, make your pictures fairly glow
.with life! See what happens when light
■"' /is refiecled inst^2.<i of absorbed! Vou will
enjoy clearer, sharper black and whites —
richer, brighter, more brilliant colors. Here is projection as
real as life itself!
Then ask your dealer to demonstrate the new 1949 Radiant
Screens. Notice how easily they set up — how ruggedly
they're built. Used and approved by leading industrial con-
cerns, school systems, churches and government agencies
all over the world — you cannot buy a better screen. The
New 1949 Radiant Screens are priced as low as $12,50!
Send coupon
and get
ABSOLUTELY
FREE
• Generous sample of
new Radiant '■^Llllon
Mirror" Screen Fabric
. . . Test it with your
own projecioi and see
for yourself the remark-
able improvement over
any other projection
Surface.
• Basic Film Source
Directory— your handy
guide to hundreds of
film sources.
RADIANT
PdOJECTION SCREENS
Radiant Manufacturing Corp.
1?13 S, Talman Ave.. Chicago. 8
Send me tREE; Sample ot Radiant "Million
Mirror" Screen Fabric AND Basic Film Source
Directory.
Name
A ddrtii
City Bute
A(> dealer
Annual Report Film Award Given
to Burroughs for "In Balance"
♦ T Ht Financial World award
for the best annual report film has
been gi\en to the Burroughs .Add-
ing Machine Company lor the
motion picture In Balimce, the
story of two Gloucester fishermen.
In Balance is now showing to
many labor-management audi-
ences on a "request" basis. Its
principal theme deals with the dis-
tribution of profits. The film was
produced by Wilding Picture Pro-
ductions, Inc.
* # *
Department Store Audiences See
Premiere of "Story of a House"
♦ Story of a House, 30-minute
color and sound motion picture
produced by Sana, Inc., was pre-
miered this month simultaneously
in seven leading department stores
in various cities. A pictorial guide
to home planning, from ground-
breaking to house-warming, the
film (Business Screen, Vol. IX
No. 7) is the first in a color series
prepared in cooperation with the
editors of Better Homes and Gar-
dens. Sponsors of the film include
American Kitchens, Bendix Home
.Appliances, Briggs Beautyware,
General Electric, Kimsul Insula-
tion, Sherwin-Williams Paints and
United States Plywood.
* * *
American Broadcasting Co. "Sells"
Video Shows With 16mm Projection
♦ Even the best of salesmen find
it exceptionally difficult to sell a
product with words alone — no
samples, no dcmonslralions, no
positive assurance that the buyer's
nionev' will bring a worthwhile
return. When the product is a
iHis .\nnu.\l Rkport .Award /or the best
annual report film of the past year has
been given the Burrough's picture "In
Balance," produced by Wilding.
television show, the going gets
even rougher, for TV shows run
into big money and the cost of
staging a preview for prospective
sponsors is prohibitive.
The American Broadcasting
Company solved this problem
\vith 1 6mm film and a DeVry Ban-
tam sound projector. By filming
their video product and then pre-
senting the show on the desk top
of interested executives with the
compact, convenient machine,
.ABC officials found that DeVry's
"theatre-in-a-suitcase" can be a
handy, potent salesman. In a
matter of minutes a program can
be shown to the customer who sees
exactly what he will get for his
money and can make up his mind
quickly as to whether he wants to
sponsor the show or not.
Below: IVilliam /. Kerjin. (standing) president. National Plywoods Inc.. rei'iews
filmed sequences <>/ Itis "Second Guesser" show until executives of Chicago's ]VESR-TJ\
BUSINESS SCREEN MA&AZINE
^
,. ■. "National" carbons for l6mm. projection are 4 times
brighter than the next best light source ... % cheaper in
cost . . . and seat 298 more people without sacrificing one bit
of visibilit)- or entertainment value. Ideal for use by schools
and colleges, hotels, churches, industrial exhibitors or in any
large auditorium. For more details, write to National Carbon
Company, Inc., Dept. BS.
The term "National" is a registered trade-mark ot
NATIONAL CARBON COMPANY, INC.
30 East 42nil street. New York 17. H.Y.
rrrii ■"'"''
isas City. Hew York, Pittsburgti. San Francisco
NUMBER 2
VOLUME 10 • 1949
SUPERIORITY OF BELL & HOWELL PROJECTORS
PROVED CONCLUSIVELY
BY THESE STARTLING COMPARATIVE TESTS!
In a dramatic battle of elimination, seven
competitive projectors are running continu-
ously ... 24 hours a day ... on laboratory
test stands.
As machines fail, they are removed, re-
paired, and replaced in the test. Because of
low down time, the B&H FILMOSOUND
(right) has passed 300 hours with a tremen-
dous lead over any other machine in the race.
In buying a projector. . .especially for day-
in, day-out use . . . make sure you choose
a projector that is performance -tested.
Make sure it's a Bell & Howell!
PROJECTOR
MACHINE
REPAIRED
FILM
BROKE
REPLACED
PICTURE
STEADINESS
FILM*
PROTECTION
BELL & HOWELL
PROJECTOR "A"
PROJECTOR "B"
PROJECTOR "C"
PROJECTOR "D"
PROJECTOR "E"
PROJECTOR "F"
No
Twice (Major)
Once (Minor)
Once (Minor)
Twice (Major)
Twice (Major)
Four Times
(Major)
No
9 times
1 6 times
2 times
1 5 times
6 times
27 times
Once (at 80 hrs.)
4 times
6 times
Once (at 64 hrs.)
7 times
3 times
1 3 times
Steady
Very Unsteady
Steady
Slightly Unsteady
Very Unsteady
Unsteady
Very Unsteady
Excellent
Fair**
Poor
Fairly Good**
Poor**
Fairly Good**
Poor
NEW ACADEMY FILMOSOUND
Lightweight, portable. Provides 80-minute show
. . . stops for individual still pictures. Reverses
instantly. Brilliant 1000-watt lamp. Double the
sound output of other lightweight sound pro-
jectors. Approved by Underwriters' Laboratories.
With 8", separate speaker, only $495.
ALL FILMOS ARE GUARANTEED FOR LIFE!
During life of product, any defects in workman-
ship or material will be remedied free {except
transportation).
* Ratings indicate condition of film relative to scratches and wear.
** Indicates machine also deposits oil on film.
• ONE-CASE FILMOSOUND Chownabov.)
Outstanding picture brilliance from 1000-watt lamp. Natural
sound from built-in 6" speaker. Fast rewind, instant reverse.
Stops for stills. Approved by Underwriters' Laboratories. An
amazing value . . . $449.
FOR FULL DETAILS, write Bell & Howell Company, 7108
McCormick Road, Chicago 45. Branches in New York, Holly-
wood, and Washington, D. C.
Precision-Made
It Manufacturer of Pi
_ Equipment for Hollywood and tite World
USINESS SCREEN MAGAZINE
iii>s>i>»!<i<K»nmii):i:
, # • ' ri"
SERVICES
IJV SOPJVJD
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
That's the opinion of hundreds of
producers ttsing Reeves facilities,
REEVES : Studio A picked by Laurel Films to shoot the feature "C"-Man.
REEVES: Studio B used by Eugene Ormaudy and the Philadelphia
Orchestra to record the score for Robert Flaherty's "Louisiana Story."
REEVES : Studio C chosen by Film Documents to mix '"The Quiet One."
REEVES : Studio D where the weekly Newsreels of Telenews, Ziv
Television and Universal International are recorded.
REEVES : Studio E the recording h eart of Mercury Records.
REEVES : Studio F chosen by Rudolf Carlson to dub his recent production
"T Am With You."
REEVES : Where you. too. can record with assurance aided by the most
modern equipment and the leading engineers in the sound recording field.
REEVES : \^ here a Producer can work with confidence. Remember, Reeves
is not a competitive producer, but a PARTNER.
RCA Licensee
NUMBER 2 • VOLUME
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The Lurgvst Sound Svririee Organisation in the JVoi'ld.
Western Electric Licensee
19 4 9
Slidefilms and String
Have Much in Common
■k Suppobe you want lo tic a package— if you
cut oft too much string you waste part of it.
But if you don't cut enougli vou won't tie the
package.
Slidelihus and string have nnicli in connnon.
Training fihns thai are too long waste money,
the audience's time and your training effort.
Long films bore an audience. The people
forget everything they have seen. If the film is
too short, it can't possibly do the job it should.
Some slidefilm users will call a producer
and say they need a 30-minute slidefilm. Their
only reason is they Iiave set up a budget with
enough money to produce a SO-minute lilm.
When a competent producer receives a call
of that kind he will immediately ask "Why
do you need a 30-minute film?" After studying
the problem he may find the job tlie film has
to do would only require a 15 or 20-minute
film. It may need three 10-minute films or a
20 and a 10-minute film. Possibly films cannot
solve the problem but other visual aids can.
A film liiis a job to do and that job will
determine the length of the film or the num-
ber of films required. Under no conditions
should a film attempt to cover more than one
subject. Our business is first— to thoroughly
study your problem. We can then determine
whether films will do the best job: and if they
will, the length and number of films needed.
We will be glad to discuss with you any
personnel, sales training, public relations, or
other problems that you want to correct or
improve. We will conscientiously analyze your
problem and show you what we have done for
other prominent concerns. This service is
without obligation on your jjart.
FRANK LEWIS, INC.
1725 N.Wells St. • DEIaware 7-5420
CHICAGO
PRODUCERS
StIDEFItM • M O T I O N P I CTU R ES
TEtEVISION COMMERCIALS
PHOTOGRAPHIC ILLUSTRATIONS
A sci'iii' liiiiii "Answer for Anne"
Lutheran World Action Brings America
The Human Story of Europe's DP's
•k Americans who have watched with interest,
or sometimes apprehension, the arrival of the
first boatloads of displaced persons on these
shores will be interested in the current cam-
paign of Lutheran World Action to present
the story of these people to congregations in
this country and insure them a kind reception.
Approximately 28 per cent of displaced per-
sons in Germany today are protestants, most
of them Lutherans. Lutheran leaders have
determined to work toward insuring that a
fair and proportionate share of the DP's ad-
mitted shall be Lutherans. The goal is 40,000
persons to be re-settled in the U. S. during the
next two years.
Resettleme;nt A Major Church Project
Re-settlement of displaced persons has be-
come the major project of Lutheran Woild
Action for 1949. More than li/^ million out
of the LWA annual budget of 4 million dol-
lars has been earmarked for this purpose.
The two-fold job of explaining why the
church has undertaken this work, and is rais-
ing money to carry it out successfully, has been
assigned to a new 40 minute motion picture,
Ayiswer for Anne.
Films have consistently proved to be most
successful in putting across the chinch's major
projects to the men and women of the congre-
gation. The average Lutheran layman has
been found to respond most ^vholeheartedly
to a motion picture appeal which emphasizes
the highest professional standards, useful in-
formation, interest and inspiration.
Fifth Motion Picture of The Council
Ansiver for Anne is the fifth motion picture
of the National Lutheran Council, the coop-
erative agency for eight Lutheran church
bodies, since 1946. All were produced by Car-
avel Fihns.
The new film seeks to answer the question:
"Should our lown take in DP's?". Anne, a
young high school girl, .is assigned to write an
essay on the topic. As she interviews fellow
townspeople, she finds many of them disap-
prove of accepting refugees as immigrants.
Finally, she seeks help at the church and tliere
the pastor explains to her the plight of tlie
DP's and shows her scenes from actual DP
camps.
To insuie ihe authenticity of this part of
the film, a camera crew was sent to Camp
Valka, Germany. There real DP's are shown
being received at camp, being assigned to vari-
ous tasks, attending school, going to services
in the chapel, taking part in the meager rec-
reational opportunities, trying to live a normal
family life under camp conditions, and, final-
ly, receixing the job and housing assurance
which permits them lo come to the United
States lor re-settlement.
Capable Cast Featured In Film
In the main part of the picture, photo-
graphed at Caravel's Long Island studios,
Anne is played by Lenka Peterson, young ac-
tress now appearing in the Broadway produc-
tion, "The Vouug and Fair". Will Geer takes
the part of .Anne's father and Harvey Stevens
has the role of the Lutheran pastor.
Answer for Anne was released on January
9th, this year. Three hundred prints will be
used through 22 distribution centers in the
U. S. and Canada to reach 10,000 Lutheran
congregations participating in the council.
Although the council maintains 50 sound pro-
jectors in distribution centers for churches
without etpiipment, it is estimated that 40 per
cent of the churches own projectors and most
of the remainder know where to obtain ma-
chines on loan.
Of General Interest To Churches
Most of the Lutheran films have been shown
only in local congregations as the subjects have
been limited in appeal to the denomination.
Answer for Anne, however, has such a general
interest that other church, civic or service or-
ganizations have been invited to show it. The
extent of this distribution is limited to the
initiative of local churches or agencies in ar-
ranging for outside showings.
The council and the church bodies encour-
age widespread use of films and filmstrips by
posters, bulletins, newsletters and considerable
space on film reviews in the various church
periodicals and newsletters. •
Many Churches Acquire Projectors
•k U. S. churches of all faiths have become
steady customers of projector dealers, acquir-
ing both motion picture and slidefilm equip-
ment in quantity. A recent survey disclosed
that more than half the churches in tlie Chi-
cago metropolitan area are equipped with
16mm sound projectors.
The Revolutionary Morton Sentry
Patented device for maintaining iilm loops on
Revere 8 pro'iectors
Bell S Howell I29H. I23A and
179 series projectors
Automatically sets and maintains
vital lower loop where 90% of film
damage occurs. Prevents damage
to new film; permits use of old,
already damaged film. No more
irritating interruptions. Attaches
in a few minutes to set screws in
projector head.
See Your Dealer or Write
■^THE
^E lfl-Ot4tni- COMPANY
so. 6TH SF. > MINNEAPOLIS 1. MINNESOTA-
10
BUSINESS SCREEN MAGAZINE
feg"-
li
Making a new day out of Tuesday"
. . a motion picture produced for the Ironrite Ironer Co.,
combines live action and graphic animation, in color, to
vividly demonstrate the superiority of ironing the
Ironrite way- -and again demonstrating the exceptional
value of films in telling sales personnel and public
alike, the story of an American product.
/ HOLL
STUDIOS
.LYWOOD 28
All-Purpose Easel
Improved Model D2 Now Ready
To Serve Your Training Needs
Most Practical, Light-Weight
and Compact Aluminum Easel
ir For writing pads or charts, the
Model D2 all-purpose portable easel
is the latest answer to your visual
presentation problem. Large surface
provides excellent display; yet it
folds compactly for easy carriage.
Goes into action in 5 seconds! Table
and floor model combined in one
sturdy, handsome all-aluminum unit
weighing only 8 pounds.
Model D2 list only $46.50
(Leatherette carrying case available extra)
Note These Special Features:
1. All Aluminum: no tearing or warping.
2. Light Weight: weighs only 8 pounds.
3. Rugged: it will stand up in the field.
4. Portable: folds to Wi" x 39" x 229".
5. Chalk Tray: detachable, yet always handy.
6. Instantaneous: set it up in 5 seconds.
7. Writing Pad: eliminates messy blackboard.
8. Chart Holder: set up at various heights.
9. Dual Purpose: floor & table model in one.
10. Handsome: modern satin-aluminum finish.
11. Picture Screen: aluminum surface screen.
12. Inexpensive: well worth list of $46.50.
Ali prices f.o.b. Fairfield, Conn.
Write or wire your orders to
THE AUDIO -VISUAL CENTER
812 N, DEARBORN ST. • CHICAGO 10
IN VISUAL COMMUNICATIONS
l{esl>on.sihility for Projector Standards
Duty of Society of Motion Picture Engineers
•k The advent of cheap, up-graded children's
toys masc^uerading as professional 16mm sound
motion picture projectors has introduced an
element of necessary caution in the buying
habits of our business readers. Tliey have also
caused considerable trepidation among the
distributors of valuable sound film prints, par-
ticularly in color, as such machines now find
their way into homes, clubs and institutions.
At last count there were nearly twenty
known makes of sound projectors in the field
and at least four or fi\e of these were likely
to cause more film damage in a month than
their original cost. Fortunately we have been
able to regulate our own advertising standards
so that the advertising of most of these sub-
standard projectors has been deemed "unac-
ceptable". But other media are not so wary
and there are no authoritative recent stand-
ards to guide them.
It is this absence of minimum standards-
drawn up by a competent and authoritative
neutral standards group— which now concerns
us. One national builder of high-precision
equipment calls attention to this lack in adver-
tising copy which appears in this cinrent issue
of Business Screen. That copy would not be
necessary it the long-dormant committee on
16mm standards of the .Society of Motion Pic-
ture Engineers would fulfill its appointed duty.
Sans the authority of such a neutral body of
our engineering peers, these laboratory tests
are more indicative than acceptable. But if
they serve to awaken responsibilities in the
SMPE, we nominate Bell & Howell for that
organization's Hall of Fame.
That time has come. The (i.^th semianiuial
convention of the Society of Motion Picture
Engineers meets at New York's Hotel Statler
on April 4-8. Within its membership are the
engineers and designers of e\ery well-known
make of sound projectors in the business. To
them we throw the torch.
Producer Advances Integration of Films
■k Several enterprising motion pictiue pro-
ducers are furthering the use of audio-visual
aids in industry by extending various extra-
production services to film-conscious sponsors.
A case in point is the helping hand which
C. R. Ballard of Frank Lewis. Inc., recently
gave the insulation division of the Eagle-
Picher Company in constructing a complete,
well integrated visual program.
For the second successive year, Ballard has
attended Eaglc-Pichcr dealer meetings 1) to
explain and promote ihe use of the company's
extensixe visual sales training program, and
2) to put on a one-hour demonstration train-
ing meeting to show the dealers how to make
effective use of their films and other visual
materials.
As a follow-up to the dealer meetings, all
Eagle-Picher sales representatives were brought
to Cincinnati to be schooled in audio-visual
techniques and procedures. In preparing this
program, Ballard spent two weeks visiting
leading dealer-contractors in various parts of
the country. To get accurate facts right from
the field, he even worked with company sales-
men on actual calls.
After this substantial foundation was laid,
the entire staff of Frank Lewis, Inc., went to
work and not only produced the films for the
program, but also wrote the copy for trainers'
maiuials, booklets, and all other materials.
American Society of Training Directors
Holds Fifth Conference at Clei'eland
•k Audio and \ isual materials and techniques
held a dominant role during the recently con-
cluded Cleveland conclave of the American
Society of Training Directors, held March 3-5
at that city's Hotel Carter. This gathering of
the men responsible for personnel, safety and
other training rc<]uirements of industry gave
unusual attention to films in their speeches,
conference panels and conversation.
Exhibits by producers and projection equip-
ment inanufacturcrs also contributed to the
a-v interest of this ASTD conference.
Training Directors Discllss tlie increasing
use of films in personnel work at the American
Society of Training Directors' Cleveland con-
ference: I to r, E. S. Knirk, Chrysler-DeSoto
industrial education sul}eniispr: H. W. Glenn,
Chrysler-Dodge educational su perxiisor ; H. G.
Moltzaii, supervisor of training conferences at
Kaiser-Frazer: G. J. Carrie, Ohio Bell Tele-
phone Co. personnel assistant: and A. C. Ken-
nedy, Johns-Manville Corp. training director
at Asbestos, Quebec. Photo courtesy of Sarra.
60 lllustravox "Juniors"
FOR SALE
New: still In original packages
B ARGAI N PRICES
Write or wire Bo« 301
BUSINESS SCREEN: 812 N. DEARBORN
Chicago 10, Illinois
12
USINESS SCREEN MAGAZINE
aHi
■ PARDON US FOR TAIKING ABOUT MONEY-
How much will you pay . . . for what?
Here's a way to be sure of getting the most out of your
film budget — dollar -for -dollar and scene - by - scene.
WHEN YOU BUY a film, you're
buying more than running time
— thats why different producers' esti-
mates for the same 3-reel film will vary
so widely; that's why you are as likely
to get a bid of S18.000 as one of S8.000.
In a field where experience and resources
vary so greatly, the comfortable thought
that "you get what you pay for'' is often
deceptive. Too often you don't know what
you're getting until it is too late.
Films for Industry clients buy their
films with complete assurance. They
know exactly what they are going to get
and how much it will cost. Comparing
an FFI quotation against other estimates,
scene-by-scene and dollar-for-dollar.
they discover that FFI's large modern
studio facilities and technical resources
provide the biggest value for their money.
X^ hen you see your first Films for In-
dustry estimate for a picture you are
planning, you'll be surprised by the great
detail with which every item is noted and
every minute cost itemized. A "set" may
involve an elaborate construction job and
numerous props .... or it may mean sim-
ply a standard flat; a "fade'' may be a
mechanical fade .... or a chemical fade:
"music ' can be live .... or canned ....
or require an original score. Talent, re-
cording, processing — you'll know ex-
actly what you are getting and how much
it will cost you.
A Films For Industry quotation is
based on more than a decade of film-
making for many of America's largest
business organizations. It reflects the
economies of one of the industry's larg-
est commercial film studios. It is pre-
pared carefully and is based on an item-
by-item compilation of costs — there are
no reserves for ""contingencies '. It is sub-
mitted confidently w ith the assurance that
it constitutes a reasonable business pro-
posal, actual costs carefully figured.
We invite comparison of our quotation
on your film .... on this fair basis: We
uill send you. without oblijiation. a sup-
ply of the identical Estimate Forms tie
use in preparing our quotation on your
picture. If you will have estimates from
other sources prepared on these FFI esti-
mate forms — then you will find that
Films for Industry will give you the most
ior your film budget — dollar-for-dollar
and scene-by-scene.
IILMS FOR INDUSTRY, INC.
l\EW YORK— 135 WEST 5 2 lul STREET • PLAZA 3-2800
._-_. FREE — WRITE TODAY .-.-..____-_-._._-.
Films for Induslry. Inc.
135 West 52n(l St.
New York. N. Y.
Please send me. without obligation, a free supply of FFI
estimate forms.
NUMBER 2
VOLUME 10 • 1949
13
ThePICTUREPHONE
What it means
to have a
BETTER
MACHINE
First and foremost, above every other consideration, it means even distribution ot sound.
The old-style way, in small size sound slide-film machines, was to throw the sound side-
ways, blasting it into the ears of some, while others could scarcely hear.
This was never satisfactory and could not be because it is contrary to engineering prin-
ciples, and you tire of sound originating at the machine.
The Picturephone corrects this fault by throwing the sound in every direction in the same
volume. We are the originators of this construction and we cannot be imitated because of
our broad patents, both mechanical and design.
To have a better sound slide-film machine means to have the projector where it ought
to be — on your side of the case, where it is getatable and so mounted that you make it
ready to operate by merely lifting it to a vertical position, with a safety switch to protect
the lamp, and no pull-cords to jerk the picture and run up service bills.
To have a better machine means to have a place to carry plenty of records and protect
them against warping, breaking and dirt. In doing this the Picturephone outmodes the old
fashioned record carrying cases of years ago.
To have a better machine means to have a built-in shadow-boxed screen for small
audiences. Saves carrying a big screen when you don't need it.
To have a better machine means to have a self-contained and completely enclosed
unit without doors, cracks, holes, grills, or other openings to let in dirt and weather. The
Picturephone requires no zippers to keep the mechanism clean, and no containers for
shipping from meeting to meeting.
To have a better machine means that you don't carry a big machine except for big
meetings. You don't lug a heavy machine for small meetings, but you instantly convert
a small machine into a big machine for big meetings.
To have a better machine means that you have more advantages than this page would
hold in this size type, but if these sound like good common sense they ought to whet your
appetite to hear more, and we've got them ready to send, in the form of a folder which
contains nothing but specific facts — no generalities but just what you want to know.
We manufacture the Picturephone in eight sizes — the only
complete line on the market — the best and the most of it.
(S)The Picturephone has so many
money-making advantages that
you would find it profitable to
trade in your present equipment,
whether new or old, and let us
bring your programs up to the
highest possibilities of sound
slide-film.
® Ask us about machines to ploy
Columbia Microgroove Long
Playing Records, in addition to
all standard records.
(®Ask us about the solution of
the "bell" problem — how to get
rid of it without getting into more
serious trouble.
SINCE 1937
O. J. McCLURE TALKING PICTURES
11151/2 WEST WASHINGTON BOULEVARD •
Telephone CAnal 6-4914
CHICAGO
ILLINOIS
14
USINESS SCREEN MAGAZINE
iiBM/tttMifflTOimtB^fgisag^
Now 20 minutes of program
on each side of a 12" record!
• Subs'-anlially Lower Cost Per Record
• More Program Time Per 12" Disc than on
Present 16" Record
• Easier to Handle
• Lower Shipping Costs
• Saves Storage Space
• Full Columbia Transcription Quality
Maintained Throughout
• Prompt Service and Delivery
• 10" RECORD PLAYS
13 MINUTES ON
EACH SIDE
See and hear this amazing new record before
you plan your next slide film project. Call, Write or Wire.
A DIVISION OF COLUMBIA RECORDS INC. Ot)
Trade Marki "Columbia" and Ql R»g. U. S. Pat. Off. Martos flegittradai
New York;
799 Seventh Avenue, Circle 5-7300
Chicago:
Wrigley Building
410 North Michigan Avenue
Whitehall 6000
Los Angeles:
8723 Alden Drive, Bradshaw 2-2759
NUMBER 2 • VOLUME 10 • 1949
15
C3:
Recognized, and specilied as standard equipment by
leading manutactufers of 8mm and
16 mm cine projectors, and
35mm slide pfojeclors.
SOMCO sboij tocsl length (wide angle) projection lenses
will pfoduce !ull-scteen images at shott range. SOMCO
long local length proietlion lenses ate recommeiilt!'
for "loofi throw" projection in t^^nquet halls, etc-
Speci'v makE and model number of
proiector when ordering
^■±.
SIMPSON OPTICAL MFG. CO.
3200 W. CARROLL AVE., CHICAGO 24, Ht-
FOR PERFECT PROJECTION...
SPECIFY SOMCO PROJECTION LENSES
OVER lU.UOO ADVERTISING & INDUSTRIAL
EXECUnVES NOW READ BUSINESS SCREEN
THE/OFF SCREEN
o-c^e
Commercial Film Producers Take Steps
to Maintain Creative Position in Television
■k Old line conimcrcial film producers are be-
ginning to take siejis against the current posi-
tion in which many oi them are finding them-
selves in regard to television production.
Very earh in the game, the producers sought
and welcomed opportunities to film 20 second
to 2 minute commercial shorts, usually using
lough scripts or ideas supplied by radio-com-
mercial minded advertising agencies. This
was seldom a renunierati\e business, for com-
mercials in those days had to be cheap, but
clieap. .Still, the film producers were glad to
get the work just to be in on teJe\ ision's ground
Hoor.
Early film commercials, tlioiigh rough and
limited, were frequently made with the pro-
duction firms almost on a partnership plan-
ning basis with the agencies in the new, great
•ulventure of television.
During the past year, howe\cr, it has be-
lome increasingly evident that television
broadcasters, agencies and sponsors are now
utilising film producers only in the capacit\
ol craftsmen, much in the manner they use
typographers, photo-engra\ers and racUo tran-
scription recording firms.
The initiative, creative skill and special
techniques which producers have demonstrated
Icir tluir sponsor clients over the Jjast three
decades are finding little acceptance from the
holders of telex ision's purse strings.
Most producers are ne\ertheless continuing
to seek TV commercial spot production, still
with the same idea of a foot in the door, but
idso because many agencies are ottering some-
what better prices for top quality work, and
are frequently buying spots in quantities ol
five to ten minutes worth at a time. It is still
not a big money maker for any producer, but
it is an o\erhead payer and a method of mak-
ing contacts leading to more lucrative com-
mercial film production.
What many producers are realizing, how-
ever, is that the money in television (such as
it is) will probably be going to the entre-
jjreneur in the future, not to a service organi-
zation. Unless the film service organization
could secure a very large share of the available
business, the small profit such a service is now
biinging could not justify maiiuaining fa-
cilities exclusively for television production
on a large scale.
Some film producers have recently an-
nounced plans to enter package production of
television shows on film — financed, written,
(jroduced and sold by their own organizations.
Undoubtedly, profit from such enterprise
woidd greatly exceed profit from an equal
amount of production of agency written and
sujjervised one luinute spots. But film package
jjroduction is a risky business, far more risky
than radio packaging or a live video package.
There are more than a few TV film packages
( C O N 1 1 N Li K D ON PACE EIGHTEEN)
GOOD
NEWS
IF YOU
PROCESS
FILM!
"America's ,,.r'^L
Finest ;;|H5r^-
Processor" ,« 'i *•
FONDA FILM PROCESSING EQUIPMENT DIVISION
frntm,.,^. mm^mmy
YOU'LL WANT FONDA'S NEW
DESCRIPTIVE BOOKLET
Send today for your complimentary copy of
the new illustrated booklet giving complete
details of the Fonda Film Processor . . . Amer-
ica's finest developing machine. Explains the
patented Fonda top-friction drive mechanism,
which eliminates film slack. Fonda offers al-
most any speed range . . . processes any type
61m.
Address Fonda Division, Sclar Aircraft Com-
pany, 2214 Pacific High^vay. San Diego 12.
STAINLESS PRODUCTS san diego 12, calif.
16
BUSINESS SCREEN IvIASAZINE
BRILLIANT PICTURES
THAT'S WHAT YOU SEE when your 16mm films
are projected with the
• Snow-jewelled hills and trees sparkle with
brightness. Contrasting shadows slide down
sloping banks. Ski tracks show up in crisp
detail. You see dramatic presentations like
these when films with wintertime scenes are
projected with the RCA "4OO".
The most profitable return on your invest-
ment in l6rani motion picture films depends
to a large extent upon the quality of the screen
presentations of your commercial and indus-
trial sound films. For sharp, brilliant pictures
. . . realistic sound reproduction . . . simplicitj-
of threading and easy operation— the RC.-K
"400" is the preferred choice of specialists in
sales promotion, sales and employee trd iir.g.
^fit^''''l7"..:./Mi''^'"
VISUAL PRODUCTS
RADIO CORPORATION of AMERICA
EMOIMECRIMG PRODUCTS DEPARTMEMT. CAMDEN. M.J.
In Canada: RCA VICTOR Company Umit«d, Montraal
public relations and audio-visual education.
The message of a film projected by the RCA
"400" is learned rapidly, is long remembered.
Audience impact and response are stimulated,
because black-and-white or full color pic-
tures on the screen are at their best in brilliance
. . . accompanied by sound that's true-to-life.
• • •
Bejore you buy any I6mm sound projector —
see and hear the RCA "4OO". Let your eyes
and ears decide why the RCA "4OO" assures
you of the utmost in 1 6mm sound film projec-
tion. Fill-in and mail coupon jor more de-
tailed information.
VISUAL PRODUCTS (Dept. 17C)
Radio Corporation of America
Camden, N. J.
Please send me complete information on the RCA
"400" sound projector.
Name
Business_
Street
City
NUMBER 2
VOLUME 10 • 1949
17
'mxiQui€£Mifw
the AkerS improved
BOLEX 400' CONVERSION
HV/A d miiroralUrjiioii in the tumerd ilselj. your
Boltx M-t6 becomes j projessiotiat macbwe, eiju^l
rjormjHCe to the itantiariJ itutJio tnoJels.
16 X focussing scope and rack-over.
motor driven, 110 volt, AC or DC.
reversible.
24 F.P.S. electrically governed.
selective variable speed control.
$600.00 f.o.b factory, list.
discounts to dealers.
Exclusive manufacturers
IHIACINCIRING ASSOCIATIS, INC.
1030 N. /HKorfden PI., HollywuDil, Co/if.
THE OFFSCREEN VOICE
(CONTINUED FROM P .^ G E SIXTEEN)
today being offered at less than cost alter
months of rclusals at the original asking price.
On the other hand, established commercial
film prochicers with adecjuate production fa-
cilities, motion picture know-how, long experi-
ence in dealing with sponsors, have a lot to
offer television, and some of tliem feel the risk
is eminently a good one.
Two film producers, last month, announced
new packages in production. Films for Indus-
try, a leading sponsored film producer, has
completed one half hour show of a .series titled
Chully Knukcrbmhcr's Notebook, featuring
the New York Journai-American's gossip col-
umnist. The Notebook will show Cholly and
his theatrical and cafe society friends in on-
the-spot interviews, and various scenes of
Gotham high life.
Films For Industry is also producing three
more series for other package firms: 13 Tom
Terriss Adventures for Film Ecjuitics, Riim-
pel.sliltskin for Barend Broekman, and a test
half hour film version of the radio show The
Biir Stow for ]5ackager Bernard Proctor, to be
offered to Pall Mall (American Tobacco
Company).
Hartley Productions, New York, has com-
pleted the first of a chifdren's program featur-
ing ex-moppet film and radio star, Leon
Janney, now a foremost soap opera actor and
television ^^C. Called Operation Fun Club,
the half hour films will be offered with five
commercials integrated into the script. One to
five particijjating sponsors are sought for the
series, and each program is priced at .$2500
complete with commercials, for national rights.
.■\ few other producers have plans along
these lines, while most are content to sit back
and study reactions to these early ventures.
We'll take this up again in our next issue and
try to study the total number of film packages
available, their quality and cost as compared
to live shows, and more reactions from pro-
ducers and sponsors on trends in the film
package field.
State Department Exhibits Industrial Films
Overseas: Requests National Carbon Picture
if .-Vnother outstanding technical motion pic-
ture. Carbon Arc Projection, (Business
.Screen, Vol. IX, No. 7) , has been chosen by
the Division of International Motion Pictures
of the State Department for distribution in
foreign countries. Although IMP does not
directly attempt to promote American prod-
ucts abroad, it does select documentary and
informational films covering various aspects of
American life for free showings to foreign
audiences in non-commercial theaters.
Since these audiences total more than 100
million persons each year, sponsors of films
selected by IMP are offered an unparalleled
opportunity to reach thousands of persons out-
side of tlie normal channels of foreign distri-
bution. And, by supplying films requested by
IMP, industrial America can make a substan-
tial contribution to the understanding of the
U. S. abroad. •
FOR YOUR FILM or
FILM PACKAGE . ..
We Can be of SERVICE in
PLANNING
PRODUCING
DISTRIBUTING Your
i
ATLAS FILM CORPORATION
1111 South Boulevard
Oak Pork, Illinois ^
MOTION
PICTURE
SOUND
SLIDEFILM
MINUTE
MOVIE
TELEVISION
FILM
18
USINESS SCREEN MAGAZINE
for even projectioTneed
Ampro "Compact
16mm. Sound Projector
For large auditoriums or small, for classrooms
or showroom, convention booths or office, for
l6mm. silent or sound films, for film strips or
slides — there is an Ampro projector to fill your
exact requirements.
For more than 20 years, Ampro has been design-
ing and building quality projectors for every
conceivable purpose. These projectors have
been rugged, trouble-free, easy-to-operate —
efficient in illumination and tone quality-, built
to give many years of satisfactory service. These
important qualities have been tested and proved
in millions of performances under the most
rigorous conditions.
That's why Ampro projectors are used and
approved by leading school systems, univer-
sities, top industrial concerns, churches, many
branches of U.S. and foreign government serv-
ices— and in private homes all over the world.
Send for Circular
Write today for illustrated circular giving full details and
prices of Ampro models in which you are interested. Also
for FREE copy of illustrated booklets "Toward a Better
World" (how churches are utilizing sound pictures) and
"A New Tool for Teaching" (the stor>' of sound films in
the classroom) or "A Powerful Aid to Industry" (how
industr>' can use sound films). These informative booklets
will be mailed to you FREE, postpaid.
Amprostide Dual
Purpose Projector
Model "30-0"
AMPRO CORPORATION • 2835 NORTH WESTERN AVENUE
IN CANADA: TELEPHOTO INDUSTIIE) LIMITED— 14)1 Y0N6E STREET, TORONTO
• CHICAGO 18. ILLINOIS
YOUR TV
COmmERCIALS
Starting where radio left
off, the television "commercial" has been growing
up. We've put nearly 100 of them on film and have
learned some of the "do's" and "don'ts". We'd be
glad to show you a sample reel, or send you the
reel so you can screen it at your convenience.
Just call us at COIumbus 5-6771 or write to:
ALDIO
PRODUCTIONS
INC.
FILIU CENTER BLILDING
630 NINTH AVENUE
NEW YORK, N.Y.
AND SEND FOR ''\ FEW FACTS ABOLT ALDIO"
20
U5INE5S SCREEN MAGAZINE
A GOOD MANY MILLIONS of Amcri-
taii workers liavc toiiiul thtmsclves
hapless inicldleinen in I he etonoinic
tiig-ot-war beuveeii organized labor and "some-
times organized" management.
The phony economics ol left-wing union
propaganda have had their equalh obnoxious
lounlerpart in the sermons on behalf of the
>taius quo from holier-than-thou right wing-
cis. Economic facts of file and prices liy freely
through the UEW's Men vs. Money and The
Great Swindle. Disaster awaits the worker who
leaves the shelter of his union in l-dr the Rec-
ord and Native Land.
Pictures Should Be Truly Objective
Management and ^vorkers learn to recog-
nize communists in Crossroads for America
and a real American proudly waves the Hag in
Letter From a Rebel.
The complete absence of a union-produced
motion picture that even suggests worker re-
sponsibility for production, self-improvement
on the job and in his home life emphasizes
the negative-defensive approach of many
of our large labor organizations.
On the other hand, industry could well
art'ord to admit that building America is an
unfinished business. . .l\\a.i our slums, illiter-
acv, inequality and intolerance are matters of
(onunon concern and a challenge to coopera-
tive effort.
Producti\it\ P.^Rr of the Answer
One recent film sponsor (Procter & Gamble)
came a little closer to the real middle grountl
for labor and management. A Fair Day's Pay
. . .for a Fair Day's Work was P & G's summa-
tion of the basic problem. Several other new
films have met this challenge for factual evi-
dence on the lighted screen, notably a new
motion picture Productivity, Key to Plenty,
produced for the Twentieth Century Fund by
EncNclopaedia Britannica Films; In Balance,
produced for the Burroughs Adding Machine
Company by Wilding Picture Productions,
Inc.: By Their Works, an internal him on
General Electric people and production, pro-
duced by Raphael G. AVolff; and a series of
short color subjects prepared by Harding Col-
lege under a grant by the Sloan Foundation
and produced by Sutherland Productions.
Letter From America, sponsored by Good-
\ear; Of This We Are Proud, a Kehinator
picture; and Enterprise, the story of the eco-
nomic re\ ival of a small Southern town, spon-
sored by Cluett, Peabody and Company (pro-
duced by Caravel) must be mentioned as other
useful examples of the opportunities made
possible under our economic system.
Are Workers Seeing These Films?
.\ paramount question of the hour is "are
worker audiences seeing these factual presen-
tations of our economic system?" The answers
are coming in from all over the country as
plant managers and worker representatives
report favorable reaction to straight-shooting,
honestly factual pictures.
Only physical limitations in actual print
distribution seem to be hampering the widest
possible use of some of these films. Local
Time to Show the Facts
NEW FILMS WILL HELP WORKERS GET BETTER
UNDERSTANDING OF OUR ECONOMIC SYSTEM
Goodyear offices, for example, generally report
heavv demand from industrial groups for
Letter From America.
As reported in these pages, many companies
have initiated regular programs of noon-hoiu"
and off-shift film showings. Despite handicaps
in physical space, time and personnel, hun-
dreds of these showings are now going on each
week in employee cafeterias, locker rooms, and
open areas adjacent to plant floors and ware-
houses. Both office and plant personnel wel-
come non-argumentative factual films and
there is evidence that business themes are as
popular as the traditional travelogues and
comedies.
This is by no means an in\ itation to piopa-
(IN THF. IM-USTRATION" ABOVEi
Let's Compare Production Figures
A sequence from the new EB Film
Productivity— Key to Plenty
•k ■ ■ "In a normal peacetime year the average
.American worker, for one hour's work, earns
enough to buy over seven loaves of bread. In
the same amount of time an Englishman earns
five loaves of bread. While an .American work-
er is earning over two pounds of meat, a
Russian worker earns only a third of a pound
of meat. An American, in twelve hours' time,
earns almost four pairs of work shoes. During
that time a Frenchman earns only one pair
of shoes . . . \\'h\ is our income much higher? "
gandize. These voluntary employee audiences
are fair-minded .Americans whose interest and
enthusiasm places a direct responsibility upon
the program planner. The fact that movies
have a favorable psychological effect in reliev-
ing boredom and strain is rewarding in itself.
If a good film program can inculcate ambition
and greater productivity to earn a deserving
higher wage, that is certainly the desirable
objective. Films are no substitute for a raise.
.Afier-Hour Shovvi.ngs G.\in Favor
Showing of company films such as GE's re-
cent By Their Works, telling the story of the
company's objectives, production progiam and
the workers themselves ... on the job, are
successfully shown at evening family parties.
Standard Oil of Indiana, International Har-
vester, and General Motors are among those
sponsors who have staged successful events ol
this kind among their employees.
The "family party" is exactly that and the
attendance of wives and relatives of the work-
er has a desirable effect on morale and produc-
ti\ itv. Such programs must not be larded with
speeches by executives. A good evening's en-
tertainment with employee interests the domi-
nant theme is the basis for a successful formula.
Standard Oil (Indiana) offered tickets to its
emplo\ees on a voluntary basis and packed
Chicago's huge Opera House on two successive
evenings, despite unfavorable weather condi-
tions, last year. High school auditoriums have
(continued on the following page)
NUMBER 2 • VOLUME 10
21
ki.^.
■■I\ IlAHMl" it;,i:ll\ i/.,i>nrr,, ,/ /,, ihr Bianiunlii
Adding Mnihhic Comliiniy jor slnnriiig to lis f/H-
l>loyees—lias been in wide demand amung otiier eon-
cerns. Tliis IVilding pielure deals piiniarily with Iwn
vieu'lfoints about profits, favoring sound maintenance
of the industrial plant as a primary responsibility.
(CONTINUED FROM THE PRECEDING PACE)
been filled to capacilv when International
Harvester used their meeting facilities to
screen the company's film.
An important point should be emphasized:
the free exchange of company fihiis between
sponsors and other concerns is welcomed by
employees. If subject matter is of real interest
to I6nnn public audiences, it is equally inter-
esting to these noon-hour audiences. Many re-
ports to Business Screen show wide use of
these sponsored films.
Theatres Good Outlet In Some Towns
In communities where one company is the
major industry, the local theatre is a good lo-
cation for a sponsored film presentation. In
the neighborhood areas where its workers live
near the plants, U. .S. Steel has offered a recent
film to nearby theatres with good results. Tim-
ken Roller Bearing, in Canton, Ohio, has long
enjoyed favorable relations with theatre man-
agers in that city. During the war, morale
films were a regular part of Canton movie
programs in commercial theatres.
Harding College Sponsors A Series
♦ Goini^ Places, the second film in a series of
seven color cartoons on Americanism prepared
by the Motion Picture Division of Harding
College, is a lO-minute explanation of the
"profit motive" and the part it has played in
the development of America. Going Places
dramatizes a typical young American enter-
prise in the familiar Walt Disney humorous
vein and shows how- profits build such organi-
zations.
Ii also shows Freddie Fudsie, soap maker,
and the "hero" of its narrative, as he succumbs
to the temptation of monopoly only to be
brought back into line by the efficient opera-
tion of basic economic laws (some good stiff
competition) backed up by the protective
laws of our country which serve as the public's
constant watchdog.
The third film in this series is concerned
with |jroduction as a key to inflationary prices,
titled 117(7 Play Lcnjifrnrr-? \ fourth subject
):»:>3i>>>:i^cccccccc
"Bi I iii.iR Works " tells the I'usl ((")v "/ General Elee
trie's jarftung organization and the rule of GjE workers
and researehers. The .'ieolian ehoir of the .Apparatus
Department in Deealur. Indiana, is pietured in a txpieal
seene from the R. G. Wolff production.
is titled Kitig Joe and sliows the American
worker's position in relation to other lands.
■An earlier film. Make Mine Freedom, was re-
leased theatrically through MGM, but at least
the second and third in the series noted above
are being offered in 16mm sound versions
through Harding College, Searcy, Arkansas.
There is no charge, excepting cost of transpor-
tation. Prints may also be purchased.
A List Of Helpful Suggestions
♦ Executives and program planners who have
conducted employee film showings in recent
years offer several helpful suggestions;
(1) Meetings should be regularly scheduled.
Showing films as a "special event" over-em-
phasizes the showing.
(2) Showings should preferably be voluntary.
Compulsory attendance turns the meeting into
a management lecture.
(3) Educational films should be programmed
with other short subjects. A vast number of
sports, travel, comedies and cartoons are avail-
able for rental or purchase.
(4) Sponsored films of other non-competitive
industries are welcomed by employee groups.
The factual information contained is often
most useful to both men's and women's groups.
A direct example is the widespread popularity
of International Cellucotton's fine film on
The Story of Menstruation for showing to
women workers.
(5) Keep the programs brief and interesting.
(6) Don't worry about technical difficulties.
Industry licks those all the time. A child can
run the average sound projector with a little
training. Other problems are equally simple. •
Workers Like Sponsored Pictures
at Bauer & Black's Chicago Plant
•k Workers show a marked preference for
sponsored films tor the lunch periods if the
advertising is done with finesse, according to
D. R. Olinger. training officer of the Bauer &
Black division of the Kendall Company, Chi-
cago. He says cartoons, sports, and travelogues
take a back seat to the films featuring "inter-
esting scenes on how well-known products are
manufactured."
Mr. Olinger said his company found few
ready-made training films adequate for their
needs. He noted that while "personnel prob-
lems are fairly general in industry, .the solu-
tions, .must vary considerably. " He added
that when such training films are used they
suppleinent general meetings.
Physical Limitations Don't Stop
Films at the Frank G. Hough Co.
■■Go[N(; l'l-.\ci:s" is tteddie tudsie's /luihttion as lu
out to make belter soap (see above).
FuDso Soap Builds I'kusi'tkin foi tls In
the new enterprise flourislics and grows.
•k Lacking an auditorium, proper lighting,
and adecpiate space for lunch hour movies, the
Frank G. Hough Company, road building
equipment manufacturer. Libertyville, Illinois,
has managed to show two programs a week
of two-reel motion pictures for their employees.
By making everything movable, says J. C.
Fornev, personnel manager, space was found
in a corner of the factory where, aided by a
shielded screen, the projectors can start the
show two minutes after the equi]jnicnt is rolled
into place.
The screen is mounted on large casters to
facilitate moving while the projector is placed
on a portable stand with the speaker. By such
methods, Mr. Forney revealed, the company
has been showing noon movies for nearly two
years. He said his workers prefer a com-
bination of travelogues and sport with either
cartoon or comedy. The second picture shown
during the program is an educational or in-
formative subject. •
22
BUSINESS SCREEN MAGAZINE
"Productivity"
A NEAV FACTUAL MOTION PICTURE
CALLS IT THE "KEY TO PLENTY"
ArWEN rV-MlNUTE Kiinni sound mo-
tion piiiure just produced by Ency-
clopaedia Britannica Films in cooper-
ation with the Twentieth Century Fund opens
a new road through the maze of our tangled
economic thinking and offers factual evidence
on American production as the "key to plenty."
Labor-management relations have needed
the calm objectivity of this presentation for a
long time. The case it makes is that .America's
capacitv to produce is coupled with a standard
of li\ing unequalled anywhere else in the
world. There aren't any bogies, there aren't
anv. Horatio .\lgcrs, and this isn't in Tech-
nicolor. But its stark black-and-white acetate
realism deals Confusion and Communism a
mighty blow.
EvERV Employee Grolp Shoild See It
The facts which Productivity presents are
never dull because they deal with a subject of
intense current importance and they are clear-
ly presented, with excellent use of animation
and a good selection of library scenes. This
is the storv of rexolution— the technological
revolution which began in the past century
and which reached its full impetus in this
generation.
The hundred vears during which the .Amer-
ican people ha\e led the world in mastering
the use of machine power is the chronology of
Productivity. The message of this film is that
our present high standard of living (in com-
parison with all the rest of the world) rests
primarily upon our productivity, that is, upon
our output per worker per hour. This is the
result of our masterv of machine power.
Based Ox Twe.ntieth Ce.ntirv Flnd Study
The film is based on the important Twen-
tieth Centurv Fund Study ".America's Needs
and Resources " published two years ago. In
this 800-page diagnosis of our economy, econ-
omist Dr. |. Frederic De^vhurst and a host of
expert collaborators analyzed trends in .Amer-
ican production and consumption, projecting
these into the future.
Prints of the film will be made available for
industrial purchase through E.B. Films at Wil-
mette. Illinois. They're worth using.
New Sound Slidefilm Technique
•k The recent development of automatic sound
slidefilm equipment has now made possible
further production advances on the part of
in\enti\e producers. Elimination of the change
signal was one step: now the rapid change of
pictures has been speeded to give motion pic-
ture values, particularly in the field of cartoon
animation.
Ellison-Dunn Studios in Chicago call their
development in this hitherto unexplored crea-
tive field ".Action-Illusion" and an early view-
ing of their controlled rapid frame change ex-
periments gi\es considerable promise.
The Scene Is 18.10: the grist mill a<id its handmade ToD^v We Hwt. Harnessed a source of energy as
mechanism ground the grain of America-for some. bountiful as rain. We but the dynamo to use.
H^
,^^^.€
In 18.50 Voe Followed behind a strong team of oxen
In tilow your land . . . it was tedious labor.
We Use Machines To Grow Oi'R Food. We've learned
to use machines for a multitude of jobs.
.\ Centirv .\co our lacll of productivity meant rest
oii/v after a day of tiring physical labor.
Do Wt Re\uze How Oir Oltplt per hour affects
the conveniences we nou- enjoy?
{{)>
m
From 1S50 To 1900 We Doibleo Olr Prodlcihih. fium 190U tu tlie pi^^tin ue in,pii^.-t\i ;/.. ....< -; .......ot
until today our output per worker per hour is five times what it was a century ago. Can we do belter tomorrow?
NUMBER 2 • VOLUME 10 • 1949
23
IlI^TniUFS
A Technical Review of Business
Motion Pictures and Slidefilms
R-R SHOWS MODERN FILING
Sponsor: Reminglon Rand Inc. Film: It Must
Be Sonu-u'hcre! Producer: Wilding Picture
Productions, Inc.
•k A vital document can't be found because
it's buried somewhere in the chaos of an an-
tiquated filing system. And by the time a mad
scramble through the entire office has uncov-
ered it, an important customer has impatiently
hung up the phone.
With this as a starting point, the Reming-
ton Rand Systems Division's new film, It Must
Be Somewhere', goes on to portray the signif-
icance of modern filing methods in business.
It takes an executive and his office staff
through a series of episodes that dramatize the
importance of sinipliticd records management,
a subject which should be of some interest to-
day, when the scjueeze on business profits by
mounting costs may be offset by increased
efficiency in office operations.
Of particular interest is the detailed presen-
tation of how various filing methods available
for specific jobs in the office can be applied to
speed up operations and chop out needless
waste motion and duplicate procedures, thus
assuring that when a paper or document is
wanted, it will always be produced immedi-
ately. /( Must Be Somewhere', carries plenty
of solid instruction and overall commentary
on what it lakes to make filing procedures
work smoothly and accuTately.
Technical Notes: Kodachrome, 28 minutes iu
running lime.
Distribution: // Must Be Someiohcre'. is avail-
able for free showings from any Remington
Rand branch office. The company supplies
the services of an experienced operator and all
Remiugtou-liniMl shows the efficient xony . . .
necessary projection equipment. Showings are
being given before departmental groups of
large corporations, and before the entire per-
sonnel of smaller firms. It is also available to
business classes in schools and colleges, trade
associations, service clubs, chambers of com-
merce and professional groups.
IMPROVING TRADE RELATIONS
Sponsor: The American Gas Association. Film:
]y)tere Food Is Finest. Producer: Lewis
Sound Films. Supervision: Film Counselors.
■k "Now you're cooking with gas!" has long
been an expression denoting the ultimate in
any sort of performance. However, gas cook-
ing, though still the most widely used system
in homes, has suffered serious encroachment
from electric ranges in the past few years. Not
so, however, in restaurant cooking appliances;
gas is completely pre-eminent and almost uni-
versal. "Now you're cooking with gas!" still
means "the best" to restaurant food preparers,
Irom short order cook to the chef of the Wal-
dorf.
Where Food Is Finest, a new picture put
out by AGA, tells this story for the benefit of
restaurant people everywhere. There is no
anti-electric propaganda in this film, nor is
any needed. The film says, in effect, "You're
absolutely right, Mr. Restaurant Owner, gas
IS tops." This reassurance, if any is needed,
seems to be the prime point that is made in
Where Food Is Finest.
Synopsis: The picture opens on a sequence of
the central character, a fellow named Berkley,
busy at work in his roadside diner. Berkley
has a nice place but he dreams of a day \vhcn
he can doff his apron for the dinner coat of
a proprietor in a larger place.
That night, a blue flame invades the dream-
ing Berkley's boudoir, tells him what a good
friend the flame is to all restaurateurs. Then
he hies off with Berkley in tow to visit the
Waldorf-Astoria and its many kitchens. Here
are similar cooking appliances to Berkley's
own, but larger and more of them.
Technical Notes: 22 minutes, in Kodachrome.
Shots were made in 1 1 locations.
Distribution: Through the American Gas As-
sociation and member companies to everyone
associated with the preparation of food out-
side the home-dieticians, club managers, chefs,
hos])ital administrators and vocational schools.
Modern filing improves morale (Col 1) . . .
SCENIC COLOR MASTERPIECE
Sponsor: Phelps-Dodge Copper Co. Film: .-fn-
zonn and Its Natural Resources. Producer:
Atlas Film Corporation.
■k This Kodachrome sound motion jjicture is
the latest in a series contributed to the distri-
bution library of the U. S. Bureau of Mines by
a national sponsor. It is certainly one of the
finest pictorial narratives on the natural and
scenic resources of a Southwestern state and a
credit to the screen.
.irizona is a "natural" for the color camera
but some of the sequences are breath-taking
in their beauty and composition. Yet this pic-
ture delivers a competent factual review of
mineral operations, agriculture and state his-
torv. The historical episodes are most realistic,
particularly those chapters which deal with
Spanish discovery and the pioneer days of old
Tombstone.
This 38-minute picture is "long" on good
footage and in actual length, as these subjects
go, but it leaves the audience with an appetite
for much more. By coincidence the crew on
location caught a forest fire in full blaze and
this single sequence in color is as awesome in
its colorful beauty as it is terrifying to watch.
Technical Notes: Direction, editing and color-
priming of Arizona earn this producer well-
merited praise for technical perfection.
CONOCO'S DEALER EDUCATION
Sponsor: Continental Oil Company. Film:
America on the Move. Producer: Roland
Reed Productions.
-k This thirty minute black and white film is
the third in a series of Conoco dealer training
pictures. It deals with the Conoco Touraide
Bureau which supplies free route maps.
Although Conoco is not the only service
chain to supply this service, I'll wager it's about
the best merchandised of these services. This
\vhole film is de\oted to selling the Conoco
dealers themselves on the benefits to them of
ihis service, and how it helps them get more
business, so they'll turn aroinid and really see
that their customers know about it and take
advantage of it.
The tree map service must be a \ ery effectiv e
business-getter for the companies supplying it,
for the film shows the complicated operation
of the Touraide Bureau headquarters, which
must cost a pretty penny to ojjerate. The maps
are given entirely free and without obligation
24
USINESS SCREEN MAGAZINE
to whoever asks for them, but of course they
create a moral obligation on tlie part of the
recipient to patronize Conoco stations along
his way, as well as sening as a constant re-
minder of the company and of the individual
station operator in his home town who sup
|)licd the original request card.
The pictine is well-made and shoiilil liilfill
its mission of creating dealer enthusiasm for
the Toinaidc services. It was produced, inci-
dentally, in early 1948 for spring showing, but
because of the petroleum shortage last year
was held for release until this spring.
VISUALIZING SALESMANSHIP
Sponsor: Union Oil Company. Film: Born
To Sell. Producer: .\pex Film Ciorporation.
•k With a cast of Holl\ wood featured players,
most of whom are familiar to audiences. Born
Tu Sell is a Union Oil Company dealer train-
ing him that is a skillful blending of infor-
mation, salesmanship, human interest and
humor.
Charlie, a new service station employee, is
eager to start his job. He figures he's a born
salesman. But in the course of learning the
ropes he is asked a few factual questions about
ifie products he's selling that knock some of
the props out from under him. Thereby, the
picture gets a chance to answer some of these
oft-repeated questions about the whys and
In Production on "Born to Sell"
wherefores of Union products, particidarh
Triton Motor Oil. Good refinery scenes and
clever animation explain what is meant by the
patented compoinids that .are added to Triton
to resist oxidation, acid and reduce sludge
formation. On the job sales principles are
demonstrated, too, in teaching Charlie how to
sell effectively.
Charlie exentuallv realizes that it's not
enough to be "a salesman", but that it's also
necessary to have facts and know how to sell.
The film, which is 31 minutes long, will be
interesting and instructive to Union dealers—
a useful reminder of good sales practice. .-Mso.
there's some good humor in the picture, and
some cheesecake— all of which will keep the
intended audiences sitting up and taking
notice.
Distribution: The film will be distributed by
the Union Co. through its own sales person-
nel, and shown at dealer meetings throughout
its entire marketing territory. — E.K.
Size ii- the stoiy of Westingliotise . . . (Col. 2) Precision is the other side of the W.E. story.
WESTINGHOUSE: FILM REVIEW
Sponsor: W'estinghouse Electric Corp. Film:
You Can Be Sure . . . If It's iVestinglwuse.
Producer: B. K. Blake, Inc.
■k Last fall, on Family Day at the Westing-
house plant in East Pittsburgh, 16,000 of the
company's employees and their families saw a
new film. You Can Be Sure . . . If It's IVest-
inghouse. Within a month, most of the entire
lOO.UOO employees in Westinghouse had seeir
the picture in plaius all over the country.
This version of the film was intended pri-
marily for use within the Westinghouse or-
ganization. Its purpose is to indoctrinate new
employees in the type and extent of the work
done by the company.
At some time in the near future, a general
version of the filnr will be released. Its title
will be changed and its narration will be di-
rected more to the public than to individual
employees.
You Can Be Sure ... is, for the most part, a
pictorial round-up of \Vestinghouse products,
depicting the large generators of Grand Cou-
lee dam, the ultra-precise controlling mecha-
nisms for Mt. Palomar observatory, milliam-
eters, marine radar servo motors, electronic
Art visualizes the medical problem . . .
tubes. Laundromat washing madiines, jet
engines, elevators, refrigerators, etc. It demon-
strates the tools, tests, and people that com-
bine to produce the hundreds of Westing-
house products.
Art Serves the Medical Field
•k .\ good example of what can be done in the
technical and highly specialized medical
branch of film production is shown in the
latest motion picture produced by Sturgis-
Grant Productions, Inc., The Circulation in
the Fetus and tlie Xeicborn. Designed for the
general instruction of medical students and
post-graduate medical groups, the film ex-
plains clearly and dramatically— yet accurately
—the differences in the circulation during
these two phases of human life. The medical
film is part of a projected series covering con-
genital heart disease which will use both ani-
mation and live-action shooting under clinical
conditions, diagnostic procedures and surgical
therapv to achieve its instructional purpose.
There is a kind of beauty as well as im-
mense practical value in the art of medical
animation. \'isualizing the invisibles of science
is the special field of the medical artist and in
this area a few producers excel. Films like
these are immensely important. •
Medical animation adiances ktimeledge (C. 3)
NUMBER 2
VOLUME 10 • 1949
25
The pi( tdiKil liidiity of a .si I'ltii piiyiidisc in color fciitiircs "]Viiigs to Hnivnii".
THE NEW PICTURES
HUMAN RELATIONS was the domi-
nant theme of many new sponsored
tihii programs appearing during the
past six weeks. Whetlier for public or internal
purposes, these films dealt with the all-import-
ant task of getting along together . . . or im-
proving attitudes toward companies, jobs, or
products.
Color was notable in some recent films. Sub-
ject matter such as in Arizona (see Page 24)
or in Wings to Hawaii (see above) made color
a "natural" tor such oiudoor scenics. Biu it
played an equally important part in produc-
tion salesmanship and was popular with the
voluntary audiences in the field who sought
these films.
Sound slidefilms hit a new "high" in quality
and interest. A major color slidefilm for
Kaiser-Frazer (by Sarra) told the story of that
company's operations and people. New auto-
matic sound slidefilm equipment was an im-
portant part of these new slidefilm production
techniques.
PRUDENTIAL MEETS THE WEST
Sponsor: Prudential Insurance Co., Western
Home Office. Film: Greater Horizons. Pro-
ducer: Cascade Pictures.
if Iti creating an aiuonomous western division,
the Prudential Insurance Company was faced
with the problem of explaining the reasons
for its move, both to its o^vn employees and to
the general public. Not that the reasons were
obscure, but because there was a good public
relations story in the mo\e, showing the com-
pany's interest and faith in the West.
Greater Horizons an 18-minute color film
was one of the steps taken to explain the com-
pany's ideas. With beautiful pictures and
words that soiuid sweet in western ears, the
film points out the expanse of the western area,
its important and continuing industrial and
agricultural growth, and its great remaining
potential. Because of the West's own position
as an almost autonomous producing and mar-
keting area, the Prudential Company felt that
it should ha\ e its own major financial organiza-
tions, rooted in the W'est and free to invest and
participate in the growth of the West. I can't
repeat exactly what the film said but its effect
was to leave me with the feeling that Pruden-
tial loved and had confidence in the West, and
that I, as a westerner, therefore reciprocated
by loving and having confidence in Prudential.
And this, of covnse, is what the film was meant
to accomplish for the sponsor.
Distribution: Greater Horizons was made orig-
inally for intra-company showing to employees
and agents in the western states. But a few
showings to general audiences such as Cham-
bers of Commerce, Rotary, etc., convinced the
company that it was good external public rela-
tions too, and they are now planning to make
it available to all interested gioups. The film
was produced under the super\ision of Ed-
ward Baumer. Director of Information and
Research of the Prudential Western Home
Office in Los Angeles. — E.K.
PICTORIAL "WINGS TO HAWAII"
Sponsor: Pan American World .\irways. Film:
l]'ings To Hawaii. Producer: MPO Produc-
tions.
■k This is another in Pan .\merican's Wings
To series which, in recent years, has
visited Ireland, Mexico, Guatemala, the Carib-
bean and next summer will be off to Europe.
The airline's Hawaiian visit is conducted
b\ a pair of hone^mooners from Old Lyme,
Connecticut, who were selected as typical of
many who travel the Clippers on wedding
trips each year.
The Old Lyme couple's pictured experi-
ences are not complicated by any dramatic
plot; the film being a record of what they saw
and did in their fortnight's stay in Hawaii.
For interest and excitement Wings To
Haii'aii depends on some great color photog-
raphy of our remarkably photogenic outpost.
Dining this process, however, it is easy to see
that the honeymooners are having a darn fine
time on the beaches and mountains, in the
\illages or the swank Royal Hawaiian Hotel.
The conunercial in Wings To Hawaii is,
to a great extent, in selling the fun of Hawaii,
itself. Besides that, it shows some good scenes
of the pleasure of traveling on the island
bomid Clippers.
Technical Notes: In commercial Kodachrome,
28 minutes in rimning time.
Distribution: Through all Pan American dis-
trict offices and exchanges of Association Films.
♦ Lawrence Madison, a partner in MPO
Productions, is one of the outstanding
outdoor photographers in the country.
Besides Wings To Hawaii, he has photo-
graphed Ford's prize-winning Men of
Gloucester, and has recently completed
two new films on Alaska for Nash Motors.
Helping Customers Coordinate Color
♦ In The Wamsiitta ]]'ay, sales personnel are
taught a sound slidefilm lesson in the art of
assisting customers to coordinate colors in
their home. Produced by Sarra, Inc., for Wam-
SUTTA Mills of New Bedford, Mass., the 25-
minute color film presents a planned program
in which sheets, pillow cases, blankets, towels
and throws are tastefidly used in modern home
decorating. Production arrangements were
handled through .\lley and Richards, Inc.
Like Wamsutta's previous film. The Secret
of Sufiercale, the new slidefilm is scheduled
for showings before sales personnel of leading
stores throughout the nation. In one year the
Supercale film was shown to more than 2,000
salespeople in approximately 100 stores in 33
cities. According to Wamsutta officials, the
production did "an outstanding sales job"
and demanded a sequel.
This is the sequel to that first subject and
it appears destined for equal success.
26
BUSINESS SCREEN MAGAZINE
CRAFTSMANSHIP IN SILVER
Sponsor: The Goihain Company. Film: This
Gracious Hfiilauc. Producer: RKO I'ailie.
Inc., New York studios.
•k This Gracious Heritage portrays tlK- <.\oIu-
tion of the design and craftsmanship ol iter-
ling silver from its new world beginning in
the shop of [abe/ Gorh.im in lS;iO to du
present time.
Its pin pose is to show that hne siUcr i>
an important factor in gracions living. It
liemonstratcs the pride of every faniilv in its
Inst chest of sterling silver.
The problem of getting ttiis idea across is
not too difficult— the familv silver is an old
tradition that seems to grow stronger in each
succeeding generation. But this pictme shows
a new bride arriving in a S2500 convertible
at the doorway of her $50,000 home. Inside,
she finds literally a roomful of silver, all sent
from her uncle, a silver designer.
While the average woman witnessing this
scene will probably envy the bride, take pride
in her own silver, and hope to have more of
it, perhaps a more believable situation would
have been a more average bride arri\ ing at a
$10,000 house and perhaps planning her pur-
chase of silver place settings by place setting.
It would demonstrate that fine silver is not a
prized possession only of the very rich, but
also of the average familv. It is the average
familv that constitutes the bulk of the market
for silver, not merely the inhabitants of
550,000 houses.
But this is a minor point. As the film moves
on to the Gorham plant in Providence, scenes
of artists and craftsmen creating designs and
execiuing them are not only entertaining, but
provide a lot of knowledge on how silver is
manufactured.
John P. Yoinig, director of advertising and
sales promotion of the Gorham Company,
supervised the production.
Technical Notes: Black and white, 20 min-
utes in rimning time. Good photography and
musical score throughout. A short "silver bal-
let" bv Ted Xemeth is an outstanding scene.
Bert Lytell, well known Broadway actor, is the
featured player.
Distribution: Nationally to schools, adult
groups, etc., via Modern Talking Picture
Service regional exchanges in twenty-six cities.
Sili'er begins with ireatix'e design . . .
CALVERT SWITCHES TO FILM
Sponsor: Calvert Distillers Corp. Film: Signs
of Confidence. Producer: Film Production
Service (New York) . Supervision: Film
Coimselors.
ie This picture was planned to be incorporated
into one of many traveling displa\s at Cahert
annual dealer meetings held recently in several
cities across the comitry. It was produced on
a small budget for this single series of spot
appearances do not exceed in cost other dis-
plays used in the same meetings.
Discarding the notion that all films fall in
single cost-per-minute patterns, that each reel
of cellidoid must contain elements of glamor
and a wide range of cinematic effects. Signs
of Confidence consists almost entirely of
straightforward scenes of Calvert outdoor signs
—billboards and spectaculars.
.\fter a brief introduction during which a
Calvert representative tells a liquor store pro-
prietor about the company's outdoor advertis-
ing plans, the film moves on to ,\tlantic City,
New Y'ork, Jacksonville, Pittsburgh and Chi-
cago to display Calvert signs in action at each
location.
Will Parker, a Film Counselors partner,
advised Cahert on this job that in \ iew of the
single use to which a possible film display
would be put, it should pay its way on an
equal competitive basis with other displays,
or the film idea should be discarded. Parker
believes that film is only one of many business
tools and it should not cost more than its
. . . and beautifies the home (see Col. I)
value in use just because it is a movie. He
maintains that in many cases a $100,000 film is
cheap, and also that frequently a $3,000 movie
cannot justify its cost.
Technical Notes: Signs of Confidence is in
Kodachrome and rims about 9 minutes. Lo-
cation shots of Calvert signs were made bv the
McGraw-Hill Field Photography Service. Film
Production Service spliced it all together with
soinid and local studio shots.
Distribution: Despite original plans for using
it only in the dealer meetings, the picture is
now being loaned on request to outdoor ad-
vertising groups and other interested parties.
Academy Nominates Factual Films
•k On the eve of the annual "Oscar" awards
of the .\cademy of .Motion Picture -Arts and
Sciences, these films were included in the nomi-
nations by the "entertainment" industry:
"For the best motion picture story" Robert
Flaherty's The Louisiana Story headed the list
of nominations which included Red River,
Naked City, The Search and Red Shoes.
The "documentary production" classifica-
tion included Heart to Heart, Herbert Mor-
gan's fact film: Operations Vittles, the U. S.
.\ir Force report on the Berlin airlift; Toward
Independence, a U. S. Army short subject;
The Quiet One, the child psychology film By
Maver-Burstvn: and Tlie Secret Land, the U.S.
Navy exploration film, produced by O. O. Dull.
These awards take little account of the
manv excellent industrial films produced each
vear. These are seldom even entered.
"Operations \'ittles" is the new Air Force
documentary of the Berlin airlift in action.
Lo-\DL\c A Transport Ship for one of the
countless trips on "Operation Airlift".
Children Of Berli.n playing airlift are in
the cast of USAFs documentary report.
NUMBER 2 • VOLUME 10 • 1949
27
This J. I. Case film scene lOnUusls modern and ancient agriculture.
Pageant of Visual Progress
J. I. CASE COMPANY BEGAN FILM PRODUCTION IN 1917:
PROGRESS REPORT COVERS TWO DECADES OF EXPERIENCE
THE Use of Films for Publicity' and
education is not new to the J. I. Case
Company of Racine, Wisconsin. For
more than twenty years this manufacturer of
farm machines has benefitted from a progres-
sive fihii program.
The company's first motion picture, From
Forge to Farm, was produced in 1917. It
showed the construction of farm tractors in
the firm's new plant, following the work
through from foundry to assembly line to
warehouse. Of course, this early venture was
a silent production made on 35mm film— but
effective, nevertheless.
A far cry from tliis first production are the
sound and color fdms sponsored by the Case
Company today. Recently produced, for ex-
ample, ■ was the Kodachrome picture More
Food. -From -Fewer. Acr£s. To shaw-how the
use of modern Case farm equipment can in-
crease acreage yields through better methods
of planting, tillage and harvesting, many
secjuences in this fdm were shot in \arious
regions of the United States.
Atlas Film Corporation tied the demonstra-
tion sequences together with a lip synch
framework shot in the Atlas studios. RCA
sound, skillful cutting, and top quality color
prints made for a polished and persuasive
sales and public relations tool.
Pageant of Progress, completed lale last
year, is a pictorial story of the evolution of
farm equipment and power— from the ox team
and the sharpened stick to the modern trac-
tor and plow. The film is in color and was
]jhotographed for the most part at the Wis-
consin Centennial, making use of the elabo-
rate J. 1. Case pageant which was presented
daily throughout the Centennial show. To
this footage various field scenes were added.
Atlas combined the various elements into a
colorful motion picture that has kept 125
prints busy in the field. From black and white
still photos which were made at the Ccntcn-
As Told to the Editors
ot Business Screen by L. G. Samsel,
Educational Division, J. I. Case Co.
nial Pageant, Atlas Film Corporation also
produced for Case a sound slidefilm, 5000
Years in 50 Scenes.
Another Case sponsored sound slidefilm, in
(olor and with cartoon treatment, is Tlie
Saga of Sawdust Sam (The Almost Careful
Hired Man). Dramatizing the fifteen or so
most prevalent farm accidents, this slidefilm
has been so popular that, up to now. Case
has ordered 300 copies from Atlas.
It was back in the early 1930's that the com-
pany first started using the sound slidefilm.
To add a touch ot drama to these first slide-
films, sound effects and big crowd scenes were
used judiciously. One of the most effective of
all Case slidefihns, the 1937 production of
The Blade of Fame, commemorated the cen-
tennial celebration of the building of the first
steel plow.
Case did not ventine into the sound motion
picture field until the use of color film was
quite well established. In 1940 the firm spon-
sored two short color and soinid films detail-
ing the construction of a newly-introduced
tractor. Both of these films were promotional
in character.
During World War 11, the cotnpany de-
cided to augment their film publicity cam-
paign with other visual aid materials. The
idea was not entirely new to Case since their
first educational booklets, The Science of
Successful Threshing and The Young En-
gineer were published in the 1890's. Both of
these pamphlets were purely educational and
adapted to all makes of farming ecjuipment.
Many public libraries still carry them in their
files.
Manuals And Films Are Integrated
Later, in 1917, the same year that From
Forge to Farm was produced. Case published
a plow manual. Actually, the manual and film
complemented one another and formed a
powerful ad\erttsing package. While the film
shoived how Case tractors were made, the book
gave instructions to tractor plow operators in
the proper setting of the plow and in new
methods to be employed coincident with the
use of tractors, which were then rapidly re-
placing animal power.
At the start of the present motion picture
program, the Case people observed that man)
films ^vere being produced seemingly without
Scenes from the color and sound motion picture "Pageant of Progress" made last year at Wisconsin's Centennial Exposition.
28
USINESS SCREEN MAGAZINE
a forethought about their use and distribu-
tion. Case officials decided to plan their pro-
gram along orderly lines. Why not work oiu
a visual aid program to include the use of
motion pictures and slidefilms. supplemented
by books and wall charts? \V"h\ not also con-
fer with public agency groups— directors of ex-
tension, soil conservationists and others— in the
preparation of these materials with a view
towards their acceptance for public educa-
tion? This plan was adopted and the results
were gratifying. Today Case film productions
are used extensively in agricultural high
schools and colleges as well as by aduh or-
ganizations interested in farming.
The companv now carries a series of twehe
current productions in a plan that calls for
two or three new films each year. New films
are planned from one to two years in ad\ance
so tliat suitable materials may be collected and
proper contacts with public agency officials
made.
VisL'AL Procr.\m P.ws Good Dividends
The question may be raised: ^V'hat is the
profit of such an enterprise, a program in
which the sale of merchandise and the con-
struction features of the company's products
are not stressed? The answer, of course, is
that the returns are not measurable in terms
of dollars and cents. However, the project is
undoubtedh a profitable one: for such pro-
ductions build considerable prestige and good-
will with the public— and that can be proved.
For one thing, such a visual aid program
keeps the company's own organization in-
formed on the new and advanced farming
practices to which the firm's machines apply.
Another important product of the Case pro-
gram is the astounding number of direct sales,
which arise from this so-called indirect and
educational advertising. Observers of the film
on terrace construction, for example, £re-
quentlv have written for direct sales literature
on the equipment used in the picture. Natu-
rallv, this offers an excellent opportunity for
a direct sales approach. Other Case films have
draivn the same response.
The company also uses films to establish
and maintain a direct, personal contact be-
This Dr.\matic Still is a scene from a recent
J. I. Case lisual program described in this
progress report.
tween local farm equipment dealers and com-
munity groups interested in farming, such as
teachers of vocational agriculture, soil con-
servationists and parent-teacher associations.
The dealer is encouraged by the company to
attend all community meetings at which Case
films and visual aid materials are used. He is
also urged to lead discussions on local appli-
cations of the practices described in the films,
booklets and wall charts shown at these
meetings.
Film Slbjects C.\r£fully Selected
As an element of Case's over-all educational
program, the production and distribution of
company films plays an extremely important
role. The company realizes that the film me-
dium is one of the best ways to propagate
saleable ideas, in this case, advanced farming
practices for which the company's products
are especially made. Therefore, the subjects
selected for film presentation are thoroughly
tested and never of a doubtful or controver-
sial character.
This tested-subject rule also has borne fruit.
How-to-do-it films and supplementary mate-
rials on pond and terrace construction are still
quite usable today, several years after their
original production, because they were based
on tested facts. Financially, this program has
been a great help to the company, for produc-
(CONTINUED ON P.\GE FIFTY-TWO)
4-H Club Le.\ders .vsd C\se Officlms review company film productions for club programs:
standing (I to r) are W. L. Clark, vice-president in charge of sales; Rev. Paul Bennhoff: Lenore
L. Landn: L. G. Samsel: E. A. Polle\: F. .-f. TT"' A'!--"i'"-ig Manager: and Elu-in S. Leet.
TRAINING INSTITUTE
OPENS IN CHIC\GO ON APRIL 21-22
* .\n intensive study of audio-visual aids
heads the list of items on the agenda of the
two-day institute for trainers of industrial per-
sonnel scheduled to be held at Loyola Univer-
sity in Chicago April 21-22. Dr. Kenneth B.
Haas, chairman of Loyola's department of
marketing, will direct the conference.
Primary aim of the institute is to present
effective use of training aids, so that employees
will learn faster and more uniformly, remem-
ber longer, give better attention and have
greater interest. Among specific audio and
visual aids that will be examined are motion
pictures, sound slidefilms, overhead projectors,
recording and playback machines, television
and radio.
In explaining the need for such an indus-
trial a-v clinic. Dr. Haas estimated that pos-
siblv forty million workers employed in pri-
vate business and industry fill jobs involving
knowledge and skills other than those gained
bv formal education. This knowledge and
these skills must be learned, and how quickly
and effectively they are learned contributes
not only to the progress of the individual and
his company, but also to the welfare of the
entire country.
AVith business on the threshold of a buyers
market, sales managers, supervisors and train-
ers, personnel and industrial training execu-
tives are faced with the urgent problem of get-
ting the most profitable results possible from
employees. According to Dr. Haas, swift, effec-
ti\e, profitable training must be done by every
organization that expects to retain its com-
petitive position. And one of the most effec-
tive training techniques available for the job
is the expert use of audio-visual aids.
Featured on the Institute's program are
Henrv- L. Porter, Standard Oil Co. of Indiana:
\V. P. Marquam, Pure Oil Co.; .\. M. Stoeber.
Swift and Co.: John T. Lyiich of Reid, Mur-
doch and Co.; Phil N. Scheid. Pullman-Stand-
ard Car Co.: Joseph B. Fitzer, Continental
Illinois Bank: J. D. .\costa. Bowman Dairy
Co.: and John .\. Beaumont. State Depart-
ment of Education. O. H. Coelln, Jr., pub-
lisher of Business Screen, will head a panel
on audio-visual materials.
New Dayton, Ohio Preview Center
■*■ .\ brilliantly modem preview room, just
completed by "The Dayton Film, Inc., makes
this Ohio photographic store one of the more
complete retail outlets for camera and motion
picture equipment in the Midwest. The effec-
tive blue and red color harmony coupled with
the modem design of the new screening room
make it an exceedingly pleasant place in
which to show customers films from the store's
rental libran of 8ram and 16mm sound mc>-
tion pictures, .\lthough built especially for
16mm projection, the preview room is also
equipjjed with arc and 35mm theatrical pro-
jection units.
NUMBER 2 • VOLUME 10 • 1949
29
\l » I W \ (11 I I. I Ks ,//, 1/ /,) I 1 III 111 \ Krii^Dei I Find A/../.-; I m ,,,,,,, ,
st'cietdiy; O. H. Pclcison (Standard Oil Co. of Ittdiatia) pn-sidcnl;
Steinke (Dow Chemical Co.) recording secretary; and John Hawkinson
Cenluil Railroad) treasurer.
ll!»>V»|il
Donald
(Illinois
Regional I.W A DrRiciORS elected leere il to r) C. R. Coneway (Humble Oil &
Refining Co.) southern; F. Merle Johnson (General Motors Corp.) eastern;
Thomas W. Hope (General Mills) northern: and Vincent H. Hunter (Union
Pacific Railroad) western.
Above: Members In Attendance included fl in >\ E. D. Burks. Firestone Tire i-
Ruhber Co.; Douglas B. Hohhs. .iluminum Co. of .imerica; and Henry Krigner.
Below: Talking Thtncs Over are (I to r) \V. M. Hickman. Pcnn. Salt Mfg. Co.:
fnhn E Poners, Illinois Bell Telejihone Co.: Vincent Hunter; William B. Cos.
Sanlu Fe Railroad; and E. C. Chapman. Caterpillar Tractor Co.
BUSINESS SCRE
INDUSTRIAL AUDIO-VISUAL ASSOCIATION MEETS IN CHICAGO
Past Presidents of the l.iV.-i group are
Paul Lawienec (left) and \Y. M. Bastable.
THE Third Annual meeting
of the Iiuluslrial Audiovis-
ual Association. ])rofessi()iial or-
ganization of the men who pro-
duce and distribute fihns and
other training materials for many
of the country's leading audio-
visual users in business and indus-
try, was held at Chicago's Drake
Hotel in February.
O. H. Peterson of the .Standard
Oil Company of Indiana was
elected president of lAV.A, suc-
ceeding VV. M. Bastable of Swift
and Company. Other officers elec-
ted were Gordon Biggar. Shell Oil
Company, vice-president; John
Hawkinson. Illinois Central Rail-
road, treasiuer; Henry Krigner.
Ford Motor C:ompany, correspond-
ing secretary; and Donald D.
Steinke, Dow Chemical Company,
recording secretary.
Newly elected regional directors
of the organization were F. Merle
Johnson, General Motors Corpo-
ration, eastern region; Thomas W.
Hope, General Mills, northern
region; C. R. Coneway, Humble
Oil and Refining Compairy, south-
ern region: and Vincent H. Hun-
ter, Union Pacific Railroad, west-
ern region. 1949 program chair-
man is Mr. Bastable; Frank Green-
leaf of the U. S. Steel Corporation
Subsidiaries is the new publicity
chairman.
The entire program for the re-
cent annual meeting was arranged
b\ .Man Lee, Scars Roebuck Sc
\|'.ove: If. Cox. Stanolind Cn. llefli and
Flank B. Greenleaf, V. S. Steel Corp.
Subsidiaries of Chicago,
.Above: /, .\(. Cluullon. .Imeriran Home
Foods, Inc. (left) and Robert E. SIn'ens.
of the same organization.
30
USINESS SCREEN MAGAZINE
Company, reiiring program chair-
man. Three lull days of discus-
sion panels, forums and special
presentations were climaxed by
the annual dinner held on
Wednesday, February y. Merle
|olinson was honored at this din-
ner with a special placpie of ap-
preciation signed by all officers
and members present at the an-
nual meeting. Ihe award was
gi\en on behalf of the successful
oigani/ation of eastern meetings
of the l.W'A group tluring the
past \ear.
.Members also voted to present
s|:)ecial awards to the two past
])residents. .Mr. Bastable and to
the organization's first president.
Paul Lawrence of the Internation-
al Harxester Company. .A special
committee was appointed to de-
sign the president's trophv.
Successive discussion panels cov-
ered problems ol film distribution
and television. Internal distribu-
tion problems were covered as
phase one of the distribution for-
inns and external use of films
among consiniier and public audi-
ences was discussed in phase two
of this program. Representatives
of television networks and Chi-
cago video stations participated
in an open forum on T\' problems
for one evening session.
Carl Xater, in charge of the film
program of Harding College,
Searcy, .\rkansas, appeared at an-
other special session, as did Charles
Dana Bennett, executive head of
the Farm Film Foundation. Man-
ufacturers of 16mm sound motion
picture projectors were invited to
present their new models at a spe-
cial equipment review session.
Other I.\\'.\ sessions were con-
cerned with producer-client rela-
tions, new technical developments
in color and photographv, and in
wire and tape recording. There
was a special session on 1919-50
program objectives. The subject
of labor-management films was
also discussed and new films in
this area reviewed.
.\ steady growth in membership
was refiected in the well-atlencled
Chicago meetings. •
Chase Candy Company Produces
Motion Picture for Confectioners
♦ I his mouth's pictoiial selection
for the cover of Bt sinf.ss Scri-kn
is a studio scene during the mak-
ing of a recent motion picture for
the Chase Candy Company, Chi-
cago, by .\tlas Film Corporation,
midwest producer.
The film is a recent Chase film
ventine for the confectionerv fielil
in which it is one of the leading
marketers. The shot was chosen
for its composition and because it
reflects the studio activ ities of tv pi-
cal BrsiNtss ScRttN producers.
Projectors Chosen by Insurance Men
as All-Important Fire Prevention Tool
♦ ,\ motion picture projector was
considered the most important
item of fire prevention equipment
needed in Fort Wayne, Ind.. by
the local association of insurance
agents, winners of the 1948 nation-
wide fire prevention contest, spon-
sored by the National Associa-
tion OF Insurance .\gents. The
Fort Wayne group used the §500
first prize monev t<3 buy a com-
plete Bell & Howell projection
unit for the city fire department
to aid in furthering the cause of
fire-safety education.
Salt Lake City firemen also re-
ceived a sound projector from
their local group of insurance
agents, the second pri/c winners.
Third place went to the Houston,
Tex., agents, who pmchased photo
equipment for the city's fire de-
partment laboratorv.
GlcvPHlc WM-L CiURi /(/■//« Pallustofie Productions. .Vcr \ink. kit ft fiosUd an
production activities. Pictured above are (I to r) Edward J. Lamm, president: Pliyllii
Lerner. of the office stafj: and vice-president Henry Strauss.
•■I^TER^^: ' . 15 the title nf III, tllm u-llii:i > . ,. ,■ the
L'. S. Rubbei Cuinpanx i right) is presenting to Grover A. IMiiilcii ^Ujt) cliaiiinan of
the Golden Anniversary of Ihe City of Seiv York. U. S. Rubber has dedicated the
neu Emerson Yorke pKHl:. ft City of Xew York.
G.E. VISUALIZES COLOR DISPLAY
•k 1 he static, cardboard display exhibits so
often seen at trade shows and conventions
through the vears are slowly, steadily becom-
ing passe. .\nd nothing is hastening their de-
mise more ifian slide and motion picture pro-
jectors. The reason is not hard to find. Films
and slides tell a story more clearly, quickly and
dramatically; they catch and hold interest—
they sell.
One of the larger and more attractive re-
cent booth displavs featuring visualized
techniques was the General Electric exhibit at
the National Home .Appliance Manufacturers'
Trade Show held this month at Navy Pier in
Chicago. The exhibit was built around four
.Admatic rear projection units. With thirty
2x2 inch glass-mounted color slides, the pro-
jectors effectively told the story of G-E pro-
duction and distribution facilities. •
I'ASORANH Of a .Moderv VlstAi. Disi'm IS this full view of the recent General Electric Company exhibit fea-
turing Admatic rear-projection units showing color slides at the National Home Appliance Mfr. Trade Show.
NUMBER 2 • VOLUME 10
9 4 9
31
Church Choir Inspires Midwest Video Audience
Voices Lifted In Heavenly Song made pleasing television program fare
for Chicago's WBKB audience last montli as the choir of Austin Boule-
vard Christian Church under the direction of Pauline Osterling appeared
on that Paramount-Balahan & Katz video outlet.
\/
MOTION PICTURES
AND SLIDE FILMS
TO FIT EVERY BUDGET
Film-wise creative planning
PRODUCTION-WISE SCRIPTS
Imaginative direction
EXCELLENT PHOTOGRAPHY
Adequate studios and sound stages
HIGH FIDELITY RCA SOUND
Expert art v\^ork and animation
COMPLETE LABORATORY SERVICE
. . . ALL coordinated in one organization
that can solve your commercial and television
film problems with experience gained from
a quarter-century of professional film production.
CONVENIENTLY LOCATED NEAR LOOP
CHICAGO FILM STUDIOS
CHICAGO FILM LABORATORY, INC.
18 V^EST WALTON PLACE, CHICAGO, 10
PHONE WHITEHALL 4-6971
1,180,000 Television Sets In Use
Across the Nation Says Network
♦ .More ilian one million televi-
.sion sets are now in use across the
nation according to a network sur-
\ey which reveals that New York
City is leading the country with
450,000 sets in actual operation.
Set sales are mounting in the West
as the Los Angeles area has
jumped 148 per cent since October
Irom 36,000 to 89,000 sets. Total
number of sets in the East number
700.000 and in the Midwest, 200,-
000, with the greatest concentra-
tion in Metropolitan Chicago.
.\ report from the Radio Manu-
facturers Association says, despite
a shortage of cathode ray tubes
national television receiver output
in February nearly matched that
ol January as RM,\ member-com-
panies averaged 29,7.^,5 TV sets
weekly in the latter month. In
|auuary members had 121.238 sets
iu production against 118.938 in
February.
Society of Motion Picture Engineers
Issues Book on "Films in Television"
♦ ,V 24-page booklet prepared
by the Society of Motion Picture
Engineers, serves as a report on
"Films in Television" both for
program material and recording
actual shows. The report is com-
posed of technical papers and
treatises covering all phases of the
joint action by motion picture and
television executives.
The five main headings of the
book are; Television from Film
Sources, Film from Television
Sources, Historical Background.
Color-Television Systems, and Bib-
liography.
Compiled by 32 specialists of
the SMPE television committee
under Dr. White, the booklet can
be obtained from SMPE offices at
342 Madison ,\venue. New York,
for 75 cents.
FCC Action Needed to Clear Video
♦ Robert P. Vandcrpoel, financial
editor of the Chicago Herald-
.American says it is "time for the
Federal Communications Commis-
sion to be frank" regarding the
flurry following the Zenith Tele-
vision ads which said theirs would
be the only set equipped to change
over if ultra-high frequency chan-
nels were allotted conmtercial TV
stations. He said some people are
holding off on purchases of TV
receivers initil the matter is ironed
out. The columnist cited the set-
back of FM when new channel
allocations made older receivers
obsolete a few months after being
purchased.
USDA Bans TV Use of Its Films
♦ Due to the uncertainty sur-
roiniding the delicate problem of
obtaining television clearances for
motion pictures, the U. S. Depart-
ment of Agriculture has with-
drawn permission to use any of
its films on video. The order ap-
plies to purchased as well as loaned
prints. After the issues have been
clarified and a suitable solution
has been worked out, the ban will
be removed, according to the
USDA announcement.
ABC Offers Television Research
Center to Dr. Frank G. Back
♦ In the interest of estabfishing
higher standards for television
ligluing, lenses and utilization of
camera equipment, the American
Broadcasting Company has made
a\ailable its Television Center fa-
cilities at 7 West 6t)th Street in
New York as a field testing lab-
oratory to Dr. Frank G. Back, in-
ternationally known physicist and
aulhorily on optics.
.Dr. Back has concentrated for a
quarter of a century on the solu-
tiun of complicated problems in
tlie fields of light and optics. He
is the developer ol the Zoomar and
Balowstar lenses.
Ill making the announcement,
Flank Mar.v, ABC vice-president
in charge of engineering, stated,
'Because of television's rapid
growth, the industry has thus far
had no opportunity to develop to
the fullest a satisfactory method of
testing lenses, cameras and light-
ing systems for theii utmost po-
tential.
"There does not yet exist a sat-
isfactory system of letting a tele-
vision operator test a complete
telcN'ision system for maximum
efficiency before putting that sys-
tem into operation. We hope,
with the cooperation of Dr. Back,
to make an important contribu-
tion to the establishment of such
a testing field and to solve some
of the imponderables which now
confront the telecaster in his effort
to provide the best possible pic-
ture."
"Directory of 16mm Film Sources"
Published by Radiant Mfg. Co.
♦ The new Directory of 16mm
Film Sources, published by Radi-
ant Manufacturing Company, tells
how and where various kinds of
films can be obtained. Sources
are classified as to the type of film
thev handle— general interest, spe-
cial interest, educational, religious
and entertainment. Many sources
are repeated in a final section list-
ing only those organizations that
make films available on free loan.
Copies of the booklet sell for 25
cents each from the company.
32
BUSINESS SCREEN (vlAGAZINE
A GROUP OF RCA's Visiiiil Products salts represenlativts fiidiusiaslically discuss
194') plans during Camden general sates meeting. Left to right are: E. H. Beneke,
RCA's I'isual Products specialist for the Chicago Region: J. J. Doslal, Camden,
Field Sales Manager: O. V. Swisher, Camden, Manager of the Visual Products
Group: A. G. Berg, Dallas Region Visual Products Specialist: R. L. Cleveland,
Western Region Visual Products Specialist: H. V Somen'ille, Camden, MatJager of
the Sound and J'isual Products Section: IT F. Barnes and Mac R. Bougere, RCA
Visual Products Specialists in the Cleveland and Xew York Regions, respectively.
RCA Expands Visual Products
Activities for 1949
Sales Force, Production, Distribution,
all greatly stepped-up to meet llea^ ily increased
demand for "400" Series Projectors
CAMDEN, N. J. Introduced only eighteen
months ago. the RCA "400" series 16mm
Sound-Silent Projector has met with such uni-
versal acceptance that RCA Visual Products
has greatly stepped-up all plants for 1949 activi-
ties, it was disclosed during a recent ^veek-long
general sales meeting of the RCA Engineering
Products Department.
An enlarged sales and distribution organiza-
tion, together with greatly increased production
facilities, are part of the expanded program for
1949. Regional X'isual Products Specialists have
been appointed to augment the activities of the
Sound and \'isual Products Field Sales Force.
.\t the sales meeting. O. \'. Swisher. Manager
of RC.\'s Visual Products, declared: "From
RCA's early and acUanced de\elopments ^las
born the 16mm soimd motion picture industry.
RC.\ pledges a continuance of its leadership in
pioneering with advanced methods and im-
provements in the art of 1 6mm sound fnotion
picture projection."
RC.\ is looking fonvard to 1949 as its biggest
and best year to date in the 16mm sound
projector business.
RCA IGmrn Projector Export
Sales Reach High Level
During 1948. RC.\ 16mm sound pro-
jectors accoimted for a high percentage ol
the imports of .Mexico. Brazil. Colombia.
India. Cuba and other countries!
Belgium piuchased a substantial quan-
tity of RC.\ "400" projectors for army
training courses which employ films re-
corded on RC.\ 16mm film recording
equipment.
RCA "400" Sales Increase
in Educational and
Industrial Fields
The educational field and leading industrial
companies have given strong approval of ihc
RCA "400" 16mm sound motion picture pro-
jector. To co-ordinate activities for the benefit of
schools and colleges, the RC;.\ \isual Products
Sales Group employs the atldcd eHbris of the
company's highly specialized Educational
Department.
Recently, school systems in many important
cities and counties across the nation have pur-
diased RC.\ "400" projectors for use in their
schools.
Tfie recognized value of 16mm sound motion
picture projectors in the training and sales pro-
grams of industrial and commercial organiza-
tions is reflected in tlie purchase of quantities
of RC.\ "400" projectors by a large number of
the best-known companies in the country.
RCA 16mm Projector Is
Precision-Made for
Top-Qualit>' Performance
The finest materials obtainable, the most
precise workmanship of skilled craftsmen and
engineers together with years of know-how,
combine to make the RCA "400" series 16mm
sound motion picture projectors the recognized
leaders in the field.
The RCA slogan, "First in Sound— Finest in
Projection," is backed up by skilled effort from
the operator on the assembly line to the head
of manufacturing. .Add this to years of pioneer-
ing effort and accumulated kno^\-ho\k- from tlie
organization which has contributed one achieve-
ment after another to the industry, and the re-
sult today can be no less than the first in sound
and the finest in projection — not onlv in 16mm,
but in professional theatre equipment as well.
EA'ERV RCA "400" must pass a series of
comprehensive technical tests after a run-
in period to prove itself worthy of the
RCA monogram.
ddvt.
NUMBER 2 • VOLUME 10 • 1949
33
■k Bell & Howell Company will
sell its complete pruciiiction ol
niiciodlm recoicliiig ei|iiipnient to
BURROllGHS AUDING MACHINE COM-
PANY, accortliiig to a twenty year
agreement arranged by the presi-
dents of the two companies, John
S. Coleman of Burroughs and
Charles H. Perc:y of Bell S; How-
ell. Distribution and maintenance
of the machines will be handled
exclusively by Burroughs through
its 350 offices in the United States
and abroad. The contract includes
a cross-licensing arrangement and
an automatic twenty year renewal
privilege. .-Vccording to the agree-
ment, the companies will cross-
license between themselves any
engineering or electronic discovery
that will be of nuitual interest.
Acquire Kryptar Film Plant
To supply its microfilm equip-
ment with tailor-made film. Bell
&: Howell purchased the principal
assets of the Kryptar Corporation,
film manufacturing compan\ of
Rochester, N. Y. The $325,000
bid made by Mr. Percy for Kr\p-
tar's Mt. Read and Driving Park
plant was accepted by Charles |.
Briggs, trustee for the corporation.
It ^vas approved by Nelson P.
■Sanford, city referee.
Besides the plant, Kryptar pat-
ents, trade name, and records,
other intangible assets were in-
cluded in the purchase price. At
present, B&.H does not intend to
use the Kryptar trade name. Dis-
tribution of all microfilm manu-
factured at the new plant will also
be hand'ed by Burroughs.
Expanding Film Production
Kry|jtar invested more than a
million dollars in the assets bought
by Bell & Howell. Current B&H
plans call for investing another
million dollars in the Rochester
plant to construct two more build-
ings needed for film processing,
administration and research. ,\t
present, the Kryptar assets include
a 44 acre site, a three-story plant
which liouses the chemical and
quality control staff, and a special
building equipped for emulsion
coating.
Ernest L. Schimmel, B&H vice-
president in charge of the inter-
national division and formerly as-
sociated with the Gaevert Com-
pany, will direct the merchandis-
ing activities of the new Rochester
film division. Dr. George Schwarz,
an eminent scientist in the fielil
of colloid chemistry, will be in
charge of research and production.
For years he headed Gaevert's re-
search division and many patents
Microfilm Looks to the Future
BELL & HOWELL-BURROUGHS EXPAND SERVICE FACILITIES
relating to photographic emul-
sions are registered in his name.
The initial million-dollar order
placed by Burroughs with Bell &
Howell for the new microfilm
equipment will add a notable of-
fice machine to the Burroughs line
of business figuring apparatus.
Based on a new principle of
recording, the B&H machine
doubles the efficiency and halves
the cost of microfilming. For ex-
ample, with the B&H unit, 22,000
checks can be reproduced in 70
minutes on a single 100 foot roll
of film.
.Actually, the B&H-Burroughs
contract arose from the comple-
mentary needs of the two com-
panies. Bell &: Howell has excel-
lent facilities with which to de-
velop, engineer and manufacture
the new recorder. However, its
world-wide distribution set-up is
geared lor its regular line of pho-
tographic products, and the micro-
film ec|uipment requires highly
sijeciali/ed business machine dis-
tribution and servicing facilities,
liurroughs has these specialized
facilities fully developed and is
ready to do a full-scale job of
marketing and servicing on the
microfilm recorder.
Fits Business System Aids
Meanwhile, by distributing the
microfilm recorder. Burroughs
makes readily available one of the
most efficient pieces of business
photographic equipment on the
PATHESCOPE PRODUCTIONS
580 FIFTH AVENUE, NEW YORK 19, N. Y.
PLAZA 7-5200
market. One of the company's
chief aims is to help business or-
ganizations develop mechanized
accounting systems which will re-
duce costs and increase efficiency.
In this instance, the microfilm
etjuipment will fill the need for a
high ([uality machine to rapidly
photograph records in easily stor-
able loriiL
Increased Record Capacity
The actual microfilm unit,
which will bear the Bell & Howell
name, consists of a recorder and
automatic feeder, a reader, and an
automatic processor for xolinne
users. The recorder can reproduce
photographically both sides of a
document at once, and by a mere
flick of the switch, change from
8mm to 16mm recordings. Be-
cause of these features, the oper-
ator can place on a single 100 foot
roll of film the ntunber of images
formerly recorded on three. Auto-
matic feed units make it possible
for one operator to keep two ma-
chines in continuous operation,
and teed more than 300 check-
size dociunents per machine per
minute.
The reader is designed for view-
ing single or double images and
can magnify at ratios of 18:1, 30: 1,
or 37:1. It also includes apparatus
to make photographic facsimiles
to actual size in a few minutes
without the use of a darkroouL
Processing Also Available
The processor can automatically
develop, dry and spool approxi-
mately 30 rolls of film without
changing the chemical solution.
In addition to selling the proces-
sor. Burroughs will also maintain
processing centers where custom-
ers may obtain film development.
Founded in 1907, Bell & How-
ell is no newcomer to the photo-
graphic industry. Rather, it has
steadily grown financially stronger
and more influential through the
years. In the company's most re-
cent financial statement, sales ex-
ceeded $18,000,000 and earnings
amounted to $2,384,000. BScH
products are distribiued through
a world-wide dealer organization.
In addition to four plants in Chi-
cago and one in Hollywood, the
company's products arc manufac-
tured in England under the Bell
& Howell-Gaumont trade name.
# * *
Sf'udio Expands Commercial Service
♦ .Sentinel PRonucrioNs is ex-
panding its film production activ-
ities to include commercial train-
ing and technical motion pictures.
Until now the firm has dealt ex-
clusively in films for television.
34
USINESS SCREEN MAGAZINE
BESELER Model OA4
offers you the latitude you've always wanted
PROJECTS A FULL 8'/2"xn" PAGE
Horizonfally and Vertically
Our engineers and designers have been working for many months
to perfea this latest addition to the Beseler line of opaque projeaors.
Now it is ready ... and for the first time in opaque projeaion
history, you can purchase an opaque projeaor that accommodates
8VS" X U" copy either horizontally or vertically.
The actual area covered by Beseler Model OA4 is 10" x 10"
to allow for margins. The projeaor is equipped
with a 22" focus coated lens that provides outstandingly
clear crisp images in a darkened room. Model OA4
accommodates two 500 watt projeaion lamps. It is effeaively
cooled by a 115 volt Universal A.C. or D.C. motor driven fan.
For more information about Besefer Model OA4
write for Booklet
FREE DEMONSTRATION UPON REQUEST
C8ede^s^
COMPANY
CHARLES
EST 1869
60 Badger Avenue, Newark 8, N. J.
rhe World-% largest Won « Jac»uf er o« Opaqye Pro/eefion tquipmeni
NUMBER 2 • VOLUME 10 • 1949
35
Business Screen
L. W. Iekgarden
Four Executive Promotions Named
by the RCA Victor Division
♦ Four cxL'Cutixc promotions
were announced this month by
the RCA Victor Division. Joseph
B. Ei^uoTT was appointed vice-
president in charge ot all RCA
Victor consumer products, while
L. \V. Teecarden was named vice-
president in charge o£ technical
products. Richard T. Orth be-
came general manager of the tube
department; H. G. Baker, of the
home inslnmient department.
In his new capacity, Elliott will
direct overall activities of RC,^
radio-phonographs, television re-
ceivers and phonograph records.
Teegarden will supervise com-
pany production of electronic ap-
paratus and equipment, including
sound products and motiou pic-
ture cqui])ment. Baker will be in
charge of design, engineering and
manufacturing of radios, telexi-
sion receivers and combinations.
Ri( 11 \ri) T. Orth
L
Esquire, Inc., Acquires ideal
Pictures' Complete 16mm Libraries
♦ When EsyuiRE, Inc., parent
company ol Coronet Instruc-
mim
TloN.At, Films, bought a control-
ling interest in Ideal Pictures
CioRroRATioN. it fortified its posi-
tion ill ilic Kiium film field with
one ol ilie laigest libraries of
Kiinm educational and entertain-
ment films in the U. .S. New gen-
eral manager for Ideal, with its
eighteen branches in this country
and Hawaii, is Paul R. Focht,
formerly the company's education-
al director. He will work in coop-
eration with Ellsworth C. Dent.
director of distri btition for
Coronet.
Audio-Visual Dealers Attend
Southwestern Regional Meeting
♦ I he Soulhwesuiu iiRcling ol
the National A.ssociation of Vi-
sual Education Dealers attracted
77 members to the .Mi'hosc IIoul
in Dallas. Fealured speakers at
the meeting were Thomas Roque-
MORE of Addressograph - Multi-
graph Company, Edward H.
SiEVENS, president of Stevens Pic-
lures. Inc., and Christopher G.
Knoerzer of the Republic Na-
tional Bank of Dallas. RiK|uemore
gave a presentation on ".Selling in
a Buyers' Market", while .Stevens
repeated the highly successful talk
he gave at the Southern NAVED
meeting on "97 Ways to Reduce
.Selling Expenses, Increase Cus-
tomer .Service— and Your Profit ".
Besides Knoerzer's talk on "Fi-
nancing Your Business", there
were also several open forum dis-
cussions.
We are now making hlms for:
AMERICA'S
FINEST
American Cyanamid • Combustion Engineering
American Telephone & Telegraph • U. S. Navy
Encyclopedia Britannica • Intertype Corporation
General Baking • General Foods • Lehn & Fink
U. S. Steel • Signal Corps
From month to month it is just like this. Our
clients are the leaders in American industry.
There must be a reason.
f^i
LOUCKC^NORLINO
245 WEST 5 5''" ST. • NEW YORK CITY
MOTIOM PICTURES . SLIDE FILMS • SINCE 1923
Robert E. Brockwax
American Bolex Co. Announces
Robert E. Brockway as President
♦ RoBiRi E. I'lRockWAX was
elected president of American
BoLEX Co., Inc., by the firm's
board of directors. He succeeded
his late father, Ezra S. Brockway.
At 25, he is one of the youngest
executives ever to take charge of
a million-dollar American busi-
ness enterprise.
In an effort lo pusli the com-
pany's line of pholographic ecpiip-
ment, Brockway has appointed
four new distributors and ex-
panded advertising to include
publications outside ihe photo-
graphic field. He also has inaugu-
rated a program whereby special
Bolcx representati\es will travel
ihroughout ihe country to person-
ally instruct and work with deal-
ers and iheir salesmen.
Argus, Inc., Names Four Officials
to Top-Level Executive Positions
♦ Four top-level executive posi-
tions in the organizational struc-
ture of Argus, Inc. were filled this
month. The company's board of
directors created three new vice-
presidential positions, and then
elected Homer Hilton, Clinton
H. Harris and Joseph Clemens
to fill them. Hilton will be in
charge of sales and advertising
and Harris will oversee engineer-
ing and manufacturing, while
Clemens will assume the post of
\ ice-president aiul secretary. The
board also elected Dudley Schol-
lEN as company secretary.
♦ Robert D. Howse, president of
.\rgus. Inc., manufacturer of pho-
tographic and projection ec[uip-
ment, was appointed a director of
the National Association of Man-
ufacturers this month. He is one
of three named to represent na-
tional manufacturing associations
in general. .\t present, Howse is
on the board of the National As-
sociation of Photographic Manu-
facturers.
36
BUSINESS SCREEN MAGAZINE
RCA Reduces Recording Rates,
Sound Film Distribution Charges
♦ RCA \icrioR lias iiihucd iis
liliM iccoi'ding rates and its dis-
iiibiitioii charges on motion pic-
lines recorded on RCA ecjuip
iiKiit, according to W. VV. Watts^
\ ic e-presideiu in charge of the
RCA Kngineering Products De-
|i.ntment. The new recording
lates. which apply on low-cost
pictines and film shorts, run as
low as one dollar per ininute on
certain types of releases, while
clisiribution charges are now set
as low as one-sixth ol the pre\i-
ous rates.
Ill announcing the rate reduc-
lions, Watts stated, "The vast
potential use of film recordings
ill the tele\ision field makes pos-
sible the new distribution charges
on films of the type generally
used liji industrial and televi-
sion broadcast purposes. The re-
ductions are in line with RC.\'s
policy of passing sa\iiigs on to
customers and to niiiiiniize pres-
ent television and broadcasting
costs."
SVE Shows New Model DDS Slide
and Slidefilm Projector Unit
♦ Designed lor business, sales
and training groups, the new
Moon. DOS 2" x 2" slide and
Idinstrip projector has just been
.lunouiiced by the .Society for
\ isu.\i. Education, Inc., pioneer
Chicago maiuilacturer of this
t\pe ol \isual ec|uipiiieiit.
The Model DU.S is a tri-pur-
]2ose unit with 150-watt illumi-
nation; coated objective (F:3.5)
NEW IGMM MOVIOLA
Model LP
Picture area
2"x2'i"
also
available
with sound
equipment.
Write for literature cmci prices on our
complete line of 16min and 35mm editing
ecjuipment, which includes: film viewing
machines, sound readers, synchronizers,
differential gear rewinders, rewindeis.
MOVIOLA Manufacturing Co.
1451 Gordon St., Hollywood 28. Calil.
Uns and all coated optical ele-
ments. It is fitted into a deluxe
carrying case, the cover of wliic li
serves as the |)rojecti(iii screen.
Ihc unit projects single and
double frame filmstrips and 2" x
2" color slides.
.Storage space has been pro-
vided lor 100 slides and 6 film-
strip cans within the case. Price
complete, with extra lamp and
-d-loot extension cord is $92.50.
Ihis includes either 3" or 4"
coated Ic'iis. as clesiic-d.
"Clear the Way" Tells How U.N.
Home Was Planned and Built
♦ When a New York site was
finally chosen for the United Na-
tions Headciuarters, six city
blocks had to be demolished and
built up again according to U. N.
plans and specifications. Clear-
ing the Way, 3")-iiiiiiute sound
motion picture, shows how the
job was done. Tenderly depicted
is the resentment of boys and
girls of the upper East Side, who
were forced to give up their pla\-
gif^und to U. X. planners. .Also
of special interest is the animated
chalk talk in which the young-
sters learn from one of the con-
struction engineers just how an
international team cjf architects
fitted the building [jlans to the
needs of the United Nations.
Distribution of Kimm prints of
Clearing the Way are handled
by Film Program Services, 1173
.\\enucs of the .Americas, New
\ork. Prints sell for S7.'i: rental
piicc is S5..'ill.
UNESCO-WSSF Film Tells Plight
ot Students in War-Scarred Areas
♦ I he treiiieiidous pioblems lac-
ing students in shattered, post-
K'dT Europe and .\sia are por-
trayed in the 20-minute docu-
mentary. This Is Their Sto)y.
Three students— a Greek, a Pole
and a Frenchman— tell of their
struggle to learn in lands where
libraries and laboratories ha%e
recently been demolished. In
several important setjuences, au-
diences are shown what is being
done for the students by the
United N.^^tions Educational,
.Scientific and Cultural Or-
6ANIZATIOX and the World Stu-
dent Service Fund, co-sponsors
of the film.
Throughout the picture, spe-
cial emphasis is placed on the
need for unity of the student
world, so that today's students-
tomorrow's leaders— will be able
to work together and understand
each other in the future. Distri-
bution is being handled by
WSSF. 20 W. 40th St., New York
18, New York.
A FAVORITE OF INDUSTRY
...PRICED FOR HOME USE
Natco's brilliant sounij and image bring
flesfi-and-blood realism to movies. Its
superb performance, super-simple op-
eration, rugged construction and light
wejgtit-are fast making Natco Ameri-
ca's largest selling projector for Indus-
try. A favorite, also, for church, school
and home. Largest speaker-amplifier
for the money. Compact, single case.
Speaker built into detachable cover.
See your dealer or write tor liter-
ature on the Natco today.
NATCO, 4401 West North Avenue, Chicago 39, Illinois
PROJECTIONISTS HANDBOOK FOR YOUR OPER.\TORS
Every sales, service, or training
representati\e of your company
should be provided with a copy
of the new .\udio-\'isual Pro-
jectionist's Handbook. Shows
how to present films, saves wear
and tear. Write
BUSINESS SCREEN
812 North Dearborn Street
Chicago 10. Illinois
NUMBER 2 • VOLUME 10 • 1949
Jl.
In the^
mtmm m^m
Industrial Films "Sell" U.S. Abroad;
State Dept. Wants More Titles
♦ Mure than (300 American nio-
lion pictures, sponsored by both
go\ernnient and industry, are now-
being shown in torcign cotnitries
by the International Motion
Picture Division ol the State De-
partment, according to Hamilton
MacFadden, associate chief of the
di\ision. In a talk before the In-
chistrial Marketers of New Jersey,
he urged industrial firms to send
prints of their fihiis to the di\'ision
for slio^vings in foreign countries.
He warned, liowever, that if the
films contain too much achertis-
ing, they will be sent back to their
sponsors with suggcslioiis that cer-
tain changes be made.
Ill the opinion of MacFadden,
American industrial films which
try lo create interest in their com-
modity do a better sales job in
foreign countries than sponsored
(ilms that aim for direct sales.
"Salesmen have a better chance ol
getting their story across," he ex-
plained, after a film has paved the
way. Commenting on industry
sponsored films in general, Mac-
Fatklen said he thought they could
be improved by less hackneyed
patterns and more information,
camera ingenuity and aggressive
salesmanship.
Technical motion pictures are
cpiite pojiular with most audiences
abroad, even when the translated
narrations are not thoroughly un-
derstood, MacFadden has ob-
served. Also, contrary to the opin-
ions of many self-appointed ex-
perts, pictures describing U. S.
prosperity do not foster envy and
hate. To drive home his point.
MacFadden cited the job Ameri-
can industrial films did in Italy
during that country's recent elec-
tions. After seeing films on the
American automotive industry,
many an Italian asked himself, "If
I join the Communists, will I ever
be able to dri\e home in the ma-
chine I help make?" .According to
MacFadden, the State Department
—and Europeans, too— are always
interested in good industrial mo-
tion pictures.
Construction Safety Motion Picture
Now Available from Aetna Library
♦ Working on the llieory thai an
insurance company should help
prevent losses as well as make
financial reimbursement for acci-
dents, the Aetna Casualty &
Surety Company has long carried
on an extensive safety program.
Of course, Kimni motion pictures
play a prominent part in this in-
structional campaign.
One of the most popular films
in the series on construction safety
is the recent Ladders, ScalJolds,
and Floor Openings. Directed to
the worker, the film emphasizes
the many points which make for
safety on the job. It illustrates the
use of such important construction
features as guard-rails, toe-boards,
steel wire cable and fixed ladders.
While offering numerous sugges-
tions for exterior and interior
safety construction, the film stress-
es the proper handling of ma-
terials. Many of the scenes were
Scene from the Aettia film
on "Ladders, Scaffolds ..."
filmed in Connecticut during the
construction of the new Hartford
Hospital.
Like all other Aetna motion
QUALITY
is the most reliable hallmark,
and is the first consideration
in our complete motion picture
service. We try to demand of
ourselves even finer perform-
ance than is asked by our most
discriminating clients.
' Editing
• Printing
• Recording and Dubbing
Originators of
MAGNETRACK SYSTEM
30/50 AUTOMATIC
SLIDE FILM SYSTEM
W. A. PALMER FILMS, INC.
40 FREMONT STREET
SAN FRANCISCO 5, CALIFORNIA
])ictures. Ladders, Scaffolds, and
I'loor Openings is distributed free
of charge. Prints may be obtained
ihrough any company representa-
tive or by writing to the public
education department of Aetna
Life .Affiliated Companies, Hart-
ford, Conn.
"Make It in Massachusetts" Invites
Industry to Locate in Bay State
♦ The Commonwealth of Mas-
sachusetts has turned to the 16mm
film in an effort to sell itself to
management as a favorable site
tor industrial plants. Make It in
Massai liusetis, produced in full
color and sound, presents three
persuasive reasons why industrial
firms shi.iild find the Bay State a
profitable location. It offers
skilled, cooperative labor, un-
eiiuallcd research facilities, and
proximity to the major markets
of the East.
.-According to .\mico J. Barone,
executive director of the Mas-
sachusetts Development and
Industrial Commission, sponsors
of the 30-minute film, "This mo-
tion jjicture is intended to combat
unfounded pessimism about Mas-
sachusetts' industrial future. It
does this with unchallengeable
lacts which show that Massachu-
setts loses less time per worker due
to strikes than any of the ten lead-
ing industrial states, that it offers
the world's finest research facil-
ities to help keep Bay State firms
ahead ol their competitors, and
that numerous other conditions
are extremely la\orable to the
growth and prosperity of industry
here."
Manufacturers, businessmen
and management organizations
may obtain a viewing print of the
Massachusetts picture from the
sponsor, 20 Somerset St., Boston.
Southern Hardware Lumber Firms
Sponsor New Bray Color Picture
♦ Rafts and hip boots were stand-
ard equipment for the camera
crew from Bray Studios, Inc., dur-
ing their filming of The Southern
Hardwoods— Yours Forever. The
,S2-niinute color and sound motion
picture, sponsored by the South-
ern Hardwood Producers, Inc.,
called for shots of swamp logging
— in spite of Alabama floods,
ijuicksand and poisonous snakes.
Filmed in eight states during
ten weeks of location shooting,
the production covers the subject
of Southern hardwood trees, from
forest to furniture and flooring.
Prominently featured in the pic-
ture are sequences on tree selec-
tion, and felling, bucking, trans-
portation of logs to lumber mills
38
USINESS SCREEN MAGAZINE
Auo\i:; A ictiu- fiuni the new
Southfrii Hardwoods color film.
via truck, livcrboat and railroad.
Other subjects depicted include
grading the wood at the mills and
fabricating it into flooring and
furniture.
In an cliort to further the aims
of hardwood- conservationists, the
fdm stresses the benefits of thin-
ning out heavy growth lo produce
larger, healthier trees. \'arious
conservation methods, including
tree farming, the cutting of trees
at the peak of their usefulness
before aging results in rot and
decav, arc described.
Carrier Air-Conditionlng Film
Tells Story of Man-Made Wea+her
♦ In Si'nnic i'mecn. C^arrifr
CoRPOR,\TioN. manufacturer of
air conditioning, refrigeration
and industrial heating etjuipment,
tells the history of "man-made"
weather from first attempts to
develop air-conditioning to its
present state of widespread use-
fulness. Produced by the Calvin
Company, this 22 minute motion
picture uses animation and color
to help dramati/e the functions
and benefits of air-conditioning in
commerce, industry and the home.
.\fter explaining the four func-
tions of air-conditioning— the con-
trol of temperature, humidity, cir-
cidation and impurities of air—
the film demonstrates how differ-
ent types of manufacturing firms
ha\e used them to great ad\an-
tage in their air-conditioning set-
ups. The processing of cotton and
nylon is sho\vn under both con-
trolled—air-conditioned—and un-
contioUed weather (onditions.
Steel pioduction, candy-making,
meat processing, and the com-
pounding of medicines, serums
and drugs are also covered in this
industrial roundup. Comfort air-
conditioning as applied in homes,
otfiees, hotels, stores and public
conxeyanccs is also demonstrated
in the picture.
National distribution of Semicr
Uitsfen is being handled by Castle
Films, and prints are available
free of charge for showings by or-
ganized groups.
Technical Film on Bandsawing
Technique Shown by DoAII Company
♦ The I'ersatile CdiiIhiii Sirw uses
color and sound in describing the
most recent Bandsawing tech-
niques. Sponsored by the Do.\ll
Company of Des Plaines, 111., the
■18-niinute technical film is espe-
cially adaptable for showings at
meetings of engineers and fore-
men. Everv action the machinist
takes during his three dimensional
cutting operation is demonstrated
and explained.
The film is Do.\i.l's fourth \en-
ture into the audio-visual training
film field. Four slidefilms— three
on Do.\ll gages and one on preci-
sion measuring instruments — pre-
ceded The Versatile Contour Saw.
Forest Fire Prevention Picture
Sponsored by Southern Pulpwoods
♦ Fire Call, a 1,^ miniue color
and sound motion picture, cru-
sades for more organized protec-
tion against forest fires. The
Southern Pulpwood Conserv.a-
TiON ,\ssociATiON cooperated with
Georgia and Florida departments
of forestry in sponsoring the new
film, which was |3roduced by the
Southern Educational Film Pro-
duction Senice of the University
of Georgia.
.\fter showing that nine out of
ten acres of forest land ravaged
by fire in the South every year are
not protected by a system of or-
(CONTINUED ON THE NEXT PACE)
COLOR • BLACK & WHITE • BLOW-UPS • REDUCTIONS • SPECIAL EFFECTS
NOW AVAILABLE!
The same technicians, equipment and services
being used for Major Studio productions
# 3Smm Aftico Color Theater Printi
from 14mm. Color Orlqinalt.
• 16mm. Color Blanced Printing Maitert
with tpecial effect! included.
a J5mm. Work Printj from
16mm. Origindlt.
* Dupe Neqativcs from old and
shrunken film.
Dlsiolvei, Wipes, Fades. Zoomi, Montages,
« Process and Trick Photography.
• Television Film Services.
« Matte Paintings and Inserts
« Color Separation Negatives.
• Eiperimental Work.
Equipped iiHh an Aca<iemy-AuarJ-'iX'innirtg ACME-DV^'^' 31-16 Optical Pnn/ir
FILMEFFECTS of Hollywood
.....le HOII,«ood 5«0«
U53 North Highloid
Hollv>ood 7* "-"
PRESENT YOUR MOTION PICTURE
MESSAGE THE EASY
TIME SAVING WAY — WITH THE
CINE-COMPACTO
(Trade Mork Reg. U. S, Pot. OfT.)
AUTOMATIC 16MM SOUND MOTION PICTURE PROJECTION UNIT
LIGHT WEIGHT AND COMPACT
IT'S QUICK
AND THIS
SIMPLE TO
OPERATE
Place the CINE-COMPACTO on a
deslt or table — plug power cord into
any AC or DC 1 10 volt outlet.
LESS THAN
60 SECONDS ^
TO SET UP!
Open side door ond screen springs
into viewing position. Press start-
stop button and a brilliant sharp 10"
X 13" motion picture appears on the
screen. To stop unit, press button.
The CINE-COMPACTO is automatic and continuous in oper-
ation. It does not require rewinding, threading or handling
of film for the next showing. It is always loaded and ready.
There are no parts to remove or set up — the one case con-
tains the projector, amplifier, speaker, screen, self rewind-
ing power cord, and the new automatic continuous film feed
mechanism. Film capacity 800 feet of 22 minutes running
time. The complete unit weighs 27 V2 pounds.
The CINE-COMPACTO can save selling time for you.
Manufactured by
CINE-COMPACTO. INC.
551 FIFTH AVENUE • NEW YORK 17, N. Y.
Tel VAnderbilt 6-4213
SHOW YOUR FILMS THE CINE-COMPACTO WAY
NUMBER 2
VOLUME 10 • 1949
39
(CONTINl'ED FROM PRKCEDINC PAGE)
gani/ctl liix- coiurol, the film urges
that these 74.000,000 acres be pro-
tected through cooperative pro-
grams among state torestry depart-
ments, the U. S. Forest Service and
private owners.
The sale and loan o£ Fire Call
prints are being handled by the
Southern I'lilpwood Conservation
Association, 1506 First National
Bank Building. Atlanta.
Useful Role of Motion Study
Shown in General Motors Film
♦ The Easier Way spends 21
minutes showing how motion
study can, and often does, help a
worker do a more efficient job.
This recent production of the Jam
Handy Organization was tailor-
made to fit the needs of the em-
ployee relations department of
the General Motors Corpora-
tion. During the demonstration,
a peg-board is used to explain how
motion study in all departments
of a business can do a double job
—make the job easier and increase
the rate of production. Details
about the film may be obtained
by writing to James Craig. Gen-
eral Motors Corporation. 9-252
General Motors Building. Detroit.
Materials-Handling Equipment Is
Cost-Cutter in Towmotor Picture
♦ In The One-Man Gang, the
Towmotor Corporation points
out how its line of modern ma-
terials-handling equipment caiK
substantially cut the costs of pro-
duction. The 30-minute film
stres.ses the point that 22 per cent
of the average plant pay roll goes
for materials-handling work, the
cost of which often exceeds freight
charges.
While visiting companies like
California Packing Company and
the Lily-Tulip Corporation, the
film demonstrates just how Tow-
motor cc|uipnient reduces cost and
saves time. The film is available
on request from the company.
122*) E. 152iul St.. Cleveland 10.
Chicago Railroad Fair Film Is
Offered by Santa Fe Railroad
♦ .As a companion piece to Wheels
A'Rnlling, the .Santa Fe Rail-
road has filmed The Chicago
Railroad Fair. A 10-minute color
and sound production, it gives an
over-all picture of the wliole fair,
closing with selected shots from
the "Wheels A'RoUing" pageant.
The 28-minute Wheels. . . film,
of course, is the pageant trans-
lated tfj the film medium. It tells
the story of transportation from
the ox cart to the luxury trains
of today.
Also a\ailable is a combination
NEWS OF PICTURES AND PROMOTION
of the two films that runs 36 min-
utes. The pictures can be obtained
on free loan for industrial, club
or school showings from the Santa
Fe Film Bureau, 80 E. Jackson
lilvd., Chicago -1.
Sterling Films Produces "Broadway"
♦ Directors of recreational film
programs shoidd be interested in
the forthcoming 16mm release,
Broadway. Still in production, the
Sterling Films motion picture will
take audiences on a thorough tour
of New York's famed "main stem".
From its canyon-like beginning in
the financial skyscraper district of
lower Manhattan, the street— and
the cairiera— move through the
brilliant Times Square area, the
fabulous shopping district, the Co-
lumbia University campus, and
into the thickly pojiulated areas
where New York clilf-dwelleis live
in their stone and steel abodes.
To film liroadway. Sterling
Films cameramen have been go-
ing on location in their own city
every day. They are shooting the
famous street "as is"— and thou-
sands of unsuspecting New York-
eis with it.
Railroads Offer Color Filmstrips
♦ Three new color filmstrips, pro-
duced by Dudley Pictures Cor-
poration for the Association of
American Railroads, are now
available. Titles are Railroads and
Our Mail, Railroads and the Food
We Eat, and Railroads and Our
Homes. Ten thousand prints of
each are scheduled for distribu-
tion in the nation's school systems.
GUIDED FILM MISSILES
• What ever
your target
may be.. More
Sales..Faster Job
Training or Better
Public Relations our
planned Visual Programs
assure accurate results . . .
RocKETT Pictures, Inc.
CREATORS OF
GUIDED .^ MISSILES
FOR NEARIY A QUARTER OF A CENTURY
6063 Sunset Blvd. • Hollywood, Calif .
"Live and Let Live" Film Cited;
Prints Requested by State Dept.
♦ Lii'e and Let Live, highway
safety film produced by the Aetna
Casualty and Surltv Company
of Hartford, Conn., has received
special recognition from the State
Department and the Library of
Congress.
Pointing out that the Aetna
color and sound motion picture
was considered "exceptionally ap-
propriate " for overseas showing,
the Division of International Mo-
tion Pictures of the Department
of State requested 12 prints. Un-
der State Department auspices,
the prints will be used in Turkey,
Greece, Italy, France, Poland,
Czechoslovakia, Hungary, Israel,
Syria and Mexico.
Request Cites Importance
In requesting the prints, the di-
vision stated, "In the face of cur-
rent world developments and in
view of the great activity by those
who seek to destroy the American
way of life, the urgency and im-
portance of our foreign film pro-
gram cannot be over-estimated.
We hope that your company will
see fit to assist this program."
A print of Live and Let Live
was also sent to the Library of
C:ongress after the library had
notified Aetna that the film "had
been selected for permanent pres-
ervation" and a deposit print was
desired.
Film's Dramatic New Approach
When first released in Septem-
ber, 1947 (Business Screen, Vol.
VIII No. 6 and 7), Live and Let
Live was recognized as a dramatic
new approach to traffic education.
It used three dimensional, scale-
model animation to demonstrate
ten of the leading causes of high-
way accidents in this country.
Through the use of exact replicas
of trucks and automobiles, mov-
ing on realistic, miniature sets,
entire traffic sequences were filmed
from above, thus presenting a
Ijanoramic view of the entire sit-
uation. As a result, the audience
could see more clearly the cause
and effect of unsafe driving prac-
tices and the reason for each safe-
ty suggestion offered in the pic-
ture.
Like all other .Aetna films. Live
and Let Live is available on free
loan. X print can be obtained
through any Aetna representative
or directly from the Public Edu-
cation Department. .Aetna Life
.\ffiliated Companies, Hartford,
Connecticut.
THE BUYERS READ BUSINESS SCREEN
40
rMirMumtniiHHHH
BUSINESS SCREEN MAGAZINE
NEW SUDEFIIMS SERVE BUSINESS
Alcoa Explains Public Relations
to Employees In Sound Slldefilm
♦ riic chicl tomiiumicauoii!) tuol
being used by the Ai.uminum
Company of America to explain
to its own large employee organiza-
tion the inner workings of its pub-
lic relations department is the re-
cently completed soiuid slidefdm.
Relations icillt the Public. While
telling ho\\' the department serves
each division and subsidiary, the
hint also stresses the point that
the PR unit also affects the per-
sonal interest of every employee.
Charles C. Carr, public rela-
tions director for Alcoa, maintains
he will not be able to supply prints
or loan those now being used for
indoctrination in tlie company's
plants for some time to come.
However, the film should even-
tually be available to all interested
organizations.
Color Sound Slldefllm Tells Epic
Story of Kalser-Frazer Growth
♦ In The Kaiser-Tiuzer Way,
viewers are shown how the Kaiser-
Fr.\zer Corpor.\tion evolved from
an idea into one of the nation's
largest automobile manulacturers.
The 16-niinute color sound slide-
film emphasizes the philosophy on
which the company was built, "Do
things in a new way— a vigorous,
youthful, better way— the K-F
way".
During the month spent at Wil-
low' Run, camera crews of pro-
ducer Sarra, Inc.. took in the com-
plete car manufacturing process,
from sheet steel to finished auto-
mobile. .Also featured in the pic-
tiue are AVillow Cottage, hospi-
talitv center for customers taking
delivery of their new car at the
factory; Willow Chapel, a favorite
place for weddings in the K-F
fainily; and the nearby village of
West Willow, where many com-
pany workers live. A special se-
quence shows the annual employ-
ees' picnic, attended liy more ilian
1(1.000 peisons.
The Kaisfr-Fni-cr Wax will hi-
usetl as the introductory slidehlm
in K-F's sales training series. It is
scheduled for distribution to all
of ihe company's 4600 dealers.
Poultry Profits Made Easier Via
Nutrena Mills Slidefilm Series
♦ Piiull III Pntjit ie\eals ilic secret
of raising turkevs from crib to
cash sale. The 30-minute soimd
slidefilm was produced by Rcid H.
Rav Film Industries lor N'l irena
Mills, makers of stock, poultry
and hog feeds. Still in the blue-
print stage are two more Nutrena
poultry films, one in color. Poult
to Profit is the company's fourth
soimd slidefilm within the last
vear.
Reld H. Ray Produces Slidefilm
for Newspaper Circulation Sales
♦ For triple elfectiveness. the
Minneapolis Star and Triblne
used sight, sound and color to em-
phasize the sales ideas in Triple
Threat Man. The 10-minute
sound slidefilm, produced by Reid
H. Ray Film Industries, is de-
signed to instruct carrier boys in
methods of obtaining new sub-
scribers to the newspaper. Several
practical selling methods are pre-
sented—sales ideas that are appli-
cable even to grown-up salesmen.
International Control of Atomic
Energy Subiect of New Filmstrip
♦ Tempo Productions (New
York) has produced a new film-
strip. The Problem of Interna-
tional Control of Atomic Energy
for the department of Public In-
formation of the United Nations.
The 82 frame strij) outlines the
position of each of the major na-
tions in regard to atomic energy
control in a straightforward man-
ner with no editorializing.
Distribution is by free loan on
application to the filmstrip divi-
sion. United Nations.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment for ;
16mm & 35min .;
cameras ;
Animation Equipment :.
MOTORS for
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John Clemens — frwin Horwood
NATIONAL CINE EQUIPMENT^
INC.
20 WEST 22nd ST., NEW YORK 10, N.Y
^^^i^i"
RENTALS — SALES
— SERVICE
Eyemo, Mitcheti,
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
Ptmcte YOUR
PRODUCTS AND SERVICES
AUTOMATICALLY
AOmatIc will help Increase your
sales in a "buyers" market — the
ideal promotional medium for:
Dealer Display rooms
Retail store deportmenfs
Store windows
Office lobbies
Sales offices
Trade Shows
Personnel waiting rooms
Erriployee training quarters
Sales meetings
YOU can automoticoliy and economically show
your products and their special feotures in a
sequence story with 30 2" x 2" color slides
magnified upon the large ADmatic screen. AD-
motic exhibits shorp, clear pictures or copy mes-
sages even under bright over-head lights. Long
life — sensibly priced. Synchronized sound at-
tachment ot nominal added cost.
Write for complete defoiti.
RU/nat/c Projector Company
Project All Size Slides . ^
FROM 2 X 2 UP TO 3!/4 X 4 . . . PLUS FllmSttip!
1000 WATT
DOUBLB
Only GoldE
ALL-PURPOSE gives you
such versatile, high effi-
ciency, long range proiection!
Handles the full range of
visual stills . . . brilliantly . . .
in color or black-and-
white! Cooler operation
. . Provides utmost safety
^ith high power illumi-
nation for even the small-
est transparencies! Choice of
coated lenses. Compact.
Easy to operate. Lift-off
carrying case available.
Send for Bulletin No. 473
GoldE Manufacturing Co.
1220-S West Madison St.
Chicago 7, U.S.A.
Makers of Quality Pro(«rti*o»
Equiprreitt for 25 yeort.
NUMBER 2 • VOLUME 10 • 1949
41
Men who make
AMONG THE PRODUCERS
Pathescope Appoints Gerald Blank
♦ Gerald Blank has been ap
pointed director ol piiljlic rela
tions for Pathkscope Proihh
TioN's. industrial and television
film producer. Formerly, Blank
worked for the New York Sim.
Ganz Publishes Film Newsletter
♦ I'lie William |. Ganz Co^L
PANV is now publishing a foui
page newsletter, The Sound
Track, on a bi-monthly basis.
The first two issues mailed to
date contain news and ideas on
business films divided into eight
sections: sales training, advertis-
ing, sales promotion, ptdjlic rela
tions, television, industrial rela-
tions, employee training and ex-
port.
The Ganz newsletter is remark-
ably noncommercial for a sales
promotion effort. .Although se\en
of the sixteen films included as
subjects of the various sections
ha\e been produced or distributed
by the Ganz Company or its sub-
sidiary fnstitute of Visual Train-
ing, all the items are presented in
an objective, newsworthy style.
Businessmen who arc interested
may write for free copies. The
company's address is 40 E. 49th
Si., New 'iork 17.
Video Varieties Corporation
Names Williams As Sales Chief
♦ The appointment of Otis P.
Williams, former radio and film
sales executive, as the general sales
manager of Video Varieties Cor-
poration, New York City, has
been announced by George W.
GoMAN, president c)f the tele-
vision-film company. Studio is lo-
cated at 41 East 50th Street in
Manhattan.
Oris P. Williams
mtm^
Julian C. Townsend
Townsend Named Production Mgr.
of American Film Producers
♦ .American Film Prodlicers have
centralized production control of
all their industrial and television
motion pictures under Julian C.
Townsend, appointed to the new-
ly-created position of production
manager. Formerly, Townsend
served as assistant director of the
motion picture division of Bell
.Aircraft C<irporation and as edi-
torial and production supervisor
lor ihe Princeton Film Chiller.
Macdonald Joins Crawley Films, Ltd.
♦ Crawlev Films, Ltd,, has
named William A. Macdonald
director of sponsored film distri-
bution. While in the United
States recently, Macdonald visited
4,*! states to study various methods
of distributing sponsored films.
For the past five )ears, he has
been a senior producer for the
National Film Board of Canada.
Sutherland Malces Economics Series
♦ I he fourth in a series of eco-
nomic education subjects in car-
toon animation Technicolor is
being completed by John Suther-
land Productions, Hollywood,
Latest in the series, King Joe, will
be released theatrically under
sponsorship of Harding College.
A & P • ADMIRAL • AMERICAN KITCHENS • ANACIN
BALLANTINE • BENDIX • BLUE BEU • BRIGGS • BULOVA
HEINZ • HOUSEHOLD FINANCE • JEWEL TEA
KAISER-FRAZER • KIMSUL • KOLYNOS • LUCKY STRIKE
LUSTRE-CREME • NATIONAL SAFHY COUNCIL • ORANGE-CRUSH
PHiLCO • SEARS ■ SHERWIN-WILLIAMS • SWIFT
STANDARD OIL (INDIANA) • U.S. PLYWOOD • WAM
WHIZ MOTOR PRODUi
li^xm
\)\\S\Wft^^
Uatev^
Naw York Chicago Hollywood
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Victor Radcliffe
Jam Handy Enlarges Detroit Staff
♦ \'ici()R Radcliifl has been ap-
pointed to the Detroit saJes staff
of the Jam Handy Organization.
He was formerly associated with
Warwick - Legler Advertising
Agency.
Endres Campbell Joins Jam Handy
♦ Fndrls .\I. CiAMPBFLL has been
added to the Pittsburgh projec-
tion and distribuiion staff of the
Jam Handv Organization. In his
new capacity, Campbell will help
customers plan motion picture
productions, meetings and special
presentations.
Opens Studios In St. Louis
♦ CiirKiN Emi-.ri'risls, Inc., St.
Louis film producer, has opened
new studios and offices at 427 N.
Euclid Ave. Since the new quar-
ters include a sound stage, narra-
tive studio, cutting room and
control room, as well as a clients'
projection room and general of-
fices. Fort B. Guerin, Jr., presi-
dent, believes the firm is better
prepared to supply complete film
service to industry and television.
Joins Jam Handy Stage Staff
♦ Richard H. Sirain has joined
the Jam Handy Organization as
assistant stage director and speech
coach. He will direct the presen-
tation of stage and live shows.
Richard H. Strain
42
■""""":«'i""
-m
mm
USINESS SCREEN MAGAZINE
Frederick K. Rockett
Rockett Pictures, Inc., Opens a
San Francisco Production Branch
♦ Rockett Pictures, Inc., coni-
incicial and television film pro-
ducer, has openctl a new produc-
tion branch in .San Francisco. The
new offices and lacilities, located
at Film Center. 437 Market St.,
will be headed by John H.\nsen.
In announcing the expansion
nio\e. Frederick K. Rockett,
company president, slated, "7 he
estal)lishment of a branch in San
Francisco is a natural step in our
de\elopment to keep pace with
the growth of the West and the
spreading use of films b) indus-
try. More and more business or-
ganizations are recognizing the
great results achie\ed by the
John Hansen
Type Titles
. . . a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO 11
Ifinmi motion pictiue in all its V
a|)pliiaii()ns. .\nil with the seven
league strides of television, the
field of visual connnunicalion is
iniiNing rapiilK into a new era."
Marshal Templeton Adds to Staff
♦ .V. Ri sM 1, \\ 1 KM Ki N has been
added to .\1.\rsiim I kmpleto.n,
I.NC.'s staff of iniit production
supervisors. He will produce and
direct motion pictines, stage pres-
entations and training meetings.
.\ graduate of the Television
Workshop of New York, Wer-
neken is a member of the .\nier-
iian relevision Society, Actor's
Kipiity .Association and the De-
troit Tele\ ision Roinid I able. He
is an experienced director of slide-
film productions, and television
shows.
♦ Marshal Templeton, I.nc.
originators of visual training pro-
grams for industry, has opened a
new branch office in Chicago at
612 N. Michigan .A\e. Fred W.
Gr,\dv, of the company's Detroit
office, will manage the new
branch.
Lytle Forms Production Unit
♦ With the emphasis on nut-and-
bolt training films. John Lytle
has entered the Kinim motion pic-
ture production field. Lytle has
been in the film business since
1942, when he began to turn out
.\rmy .\ir Force training films at
the Training Film Production
Laboratory. He has just completed
a sound motion pictine for Mon-
arch Machine Tool Company in
which the firm's Speedi-Matic
hand screw machine is demon-
strated. Business office of the new
producer is located in the Tal-
bott Building. Davton 2, O.
British Camerannen Band Together
to Form Professional Society
♦ In England, motion pictiue
cameramen have formed the
British Society of Cixematog-
R.\PHER!>. Frederick Vocng was
elected first president. Like the
30-year-old .America.v Society of
Cinematogr.\phers, the BSC in-
tends "to promote and encoinage
the pursuit of the highest stand-
ard in the craft of motion picture
photography, and to recognize
and encourage original and out-
standing work."
Byrnes Joins Kruse Associates
♦ Gene Byrnes, cartoonist crea-
tor of the comic strip, "Reglar
Fellers," has joined William F.
Kri SE &: .Associates in an advisorv
capacity. He will serve as art and
graphics consultant for the Chi-
cago audio-\ isual public relations
firm.
For Special Results
in 16 MM. duplicating, it is logical
to choose a laboratory which has
for ten years made this the subject
of its exclusi\'e research.
Sound tracks are developed and
duplicated to preserve and main-
tain high frequency response . . .
color and sound are combined
into superlati\'e prints . . . special
care in handling at every opera-
tion sets forth our pride in the
name . . .
PRECISION
FILM LABORATORIES, INC.
21 West 46th St. — New York 19, N. Y.
■ l-l.l.MIMJiJM.lJl-l
104 SOUTH MICHIGAN AViNUE
CHICAGO 3 IlLINOIS STATE I 0247
Oor shows-if-betf er-fhan-we-can-fe(/-it
"Acfion-//(usion" demonsfrofion iWm will be
ready for sample showings by April 25th.
i/' TOAOEIVVARK.
NUMBER 2
VOLUME 10 • 1949
43
GE Develops Powerful Photo Lamp
for High Speed Film Production
♦ 1 he new, cxccptioiKilly piiWLi-
till Hood lamp, designed by ihe
GtNERAL Electric Lamp Ukpart-
MEM at Xela Park near Cleve-
land, produces enough liglit to
take motion pictures at a speed ol
80(10 indiv iclual pictures a second.
This is 5t)0 times the speed nor-
mally used in making Irhns anil
7 to 15 times the intensity ol sun-
light on a bright day, according to
G-E engineers.
The TaO-watt lamp, which pro-
duces /."J.OOO footcandles ol light,
was designed chielly tor research,
design and de%elopnient work in
such fields as ballistics, aeronau-
tics, industry, and medicine. By
means of the high speed motion
pictines permitted by the new
lamp, it is possible to study such
last action as a bullet passing
through ghiss, human muscles in
motion, the vibration ot machin-
ery and the flutter ot a canary's
wings.
Designed according to recoiir-
mendations made by the Society
ot Motion Picture Engineers for
liigh speed photography, the lamp
looks similar to a sun or heat
lamp. Its face is 5 inches in dia-
meter, and it throws a beam with
an 18 degree spread. Requiring
no auxiliary ecjuipment, the lamp
fits into an ordinary socket and .
operates oir norntal Miliages. Its
burning life is 6 hoins.
# * #
SOS Cinema Supply Signs Labor
Agreements With A F of L Unions
♦ Marking the fourteenth year of
harmonious relations between
SOS Cinema Supply Corp. and its
personnel, two new labor contracts
were sigired last month with the
American Federation of Office
Employees and the International
Association of Machinists (both
A.F.L.).
The new contracts call for
blanket increases and adjustments
for holiday pay. The agreement,
retroactive to last Deceiriber, now
calls for a 5 day, 40 hour week,
2 weeks vacation, 2 weeks sick
leave and a tuaximum of 15 paid
holidays per year, plus insurance
beirefits.
"No other New York concerns
in the trade are union i/?ed, nor,
it is believed, are the out ot town
dealers." J. A. Tanney, S.O.S.
president, stated, "but such a lib-
eral policy has not added to the
price of our goods— on the con-
trary, increased efficiency has en-
abled us to compete most success-
fully."
FLOOD LIGHTS AID HIGH-SPEED PHOTOGRAPHY
Two C;.E. 75()-\\ai 1 I'HiHuoRApnic Lamps urt- sliown in a tyl>i<iil sct-uj)
Willi II Wi'Sti'rn Electric Fastax camera lor liiah-sfjeccl pliotograpliy.
KOiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiniiiinviiniiiiiiiiiiiiiiiiiiiii!iiiiniiiii«iiniiiiiiiinn
LESLIE ROUSH
PRODUCTIONS, INC
119W. 57thSt.,NewYorkl9,N.Y.
iiiiiiiiiiinuni
iiiiiiiiiiiiiiiiiiiiiii
illlllllilllllllE
PRODUCERS OF
MOTION PICTURES
FOR INSTITUTIONAL,
PUBLIC RELATIONS
AND EDUCATIONAL
PURPOSES
iiiininiiiig
LESLIE M. ROUSH JULES K. SINDIC
Hiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiniiiiiiiiiiiiii«Hi>Hiiiiiii iiiiiiiiiiiiiiiiiiiiiiiinHiiiiiiiiiiiiiiiiiiiiiiiiniHiiiiiiiiiiiniiniiiiiiiiiiniiiiiiuiiiiiniiiiiiH
Flameproofing of Drapes, Curtains
for Preview Rooms Is Explained
♦ Drapes used lor decorating and
liglu-proohug preview rooms, au-
ditoriums and classrooms should
be fire-proof. However, many are
not. For those who wish to flame-
proof draperies that are not fire-
resistant, the National Bureau of
Standards, Washington, D. C, sug-
gests this inexpensive method;
Mix 1 pound ot crystalline bor-
ax and 13 ounces of boric acid
in 2 gallons of water. The water
should be heated and the constit-
uents allowed to dissolve; mix
thoroughly.
Alter the solution has been al-
lowed to stand until it has cooled
to room temperature, any wash-
able fabric that is dry and clean
can be iirimersed in it. If the
material wets easily, dipping may
be all that is necessary; if the fab-
ric seeiris heavy, it may be soaked
for ten or fifteen miirutes to en-
sure impregnation. Starch may be
included iir the solution at the
same time.
The article should be wrung by
hand and, upon drying, ironed
with a lower temperature than
ordinarily used because the treat-
inent lowers the scorch resistance
somewhat.
If the material is of such texture
that it must be redampened for
pressiirg, a steam cloth or steam
iron should be used.
This treatirient does not affect
the color of most dyes, does not
eircourage mildew and is non-
poisonous. It is not permanent,
however, and iriust be renewed
after each washing.
* * *
Sponsored Films Are Previewed
and Evaluated by New York Group
♦ The April series of film toruiris,
sponsorecl by Film Research As-
sociates, will deal with sales
training and promotional films,
according to Dr. Louis S. Good-
man, executive director. The meet-
ings, complete with showings of
outstanding recent motion pic-
tures in the field, will be held ev-
ery Wednesday in the preview
room of Films for Industry at 135
W. 52nd St., New York.
Continuing on a month-to-
month basis, forum programs in
May will be devoted to personnel
training. In June the spodight
will shift to labor-management re-
lations. Interested persons may
register for any or all of the
monthly series by contacting Dr.
Goodman, P.O. Box 205, Madison
Scpiare Station, New York 10.
THE BUYERS READ BUSINESS SCREEN
44
BUSINESS SCREEN MAGAZINE
New Model 185 Filmosounds Are
Marketed by Bell & Howell
♦ "Liglu. Miiall ami lompacl" arc
ilif avoids which ticbciibc the
Mduki. 18.') Fii.MosoiMi [jiojcc
LOIS, latesl units to be atltkci to the
line of precisioninatle niutioii plc-
iiiie [jiojectois iiiaiuilaciiiietl by
I he Uii I !t Hown.i. CioMi'AN^ . Al-
ihi)iii;li smaller, lighter and nioie
n)ni|)a(t than pre\ ions Tilnio-
soinuls, the new 18") models i.mk
high in trallsmanship anti (|ii.ilit\
ol perh)rmanc'e.
C)t the two new 185 models, ihe
one-case Fiiniosound weighs 35
pounds, 8 ounces, while the two-
lase unit balances a ;S0 pound pro-
jector unit with speakers ranging
Irom 15 to 10 pounds, depending
on their size. This means that
both the 185 Filniosoiuids are
liglu enough lor an average per-
son to carry without strain.
Si RAICH i-LiNh Optical Svsrr.M
In addition to Ijeing ec|nipped
xviih a lOOU-watt projection lamp,
each ot the new Kilmosound niotl-
els possesses the straight-line opti-
cal system which uliliies all the
light output of the pre-aligned
lamp to insme high cpiality, bril-
liant pictures.
The one-case model has a O-inch
speaker mounted on a door in the
side of the case. For the two-case
model, 8-inch, 12-inch or power
speakers are available. Smoother
lines and rounded corners com-
bine to create a streamlined etlect
for the die-cast aluminum soiuid-
head. A new design for the e.K-
citer lamp asseinblv pro\ ides in-
creased accessibility and impro\ed
performance.
New Alcmincm Rkei. .Arms
Xew alumiiiimi "slip-in" reel
arms, fitted with slots on one end,
make attachment to the case a
quick and simple operation. Cross
bars in the belt slots prevent the
belts from falling into the case
when the reel arms are remo\ed.
While all 185 Fiiniosound projec-
tors are equipped ^vith 2-inch
lenses, longer or shorter focal
length lenses are available to con-
sumers. Additional information
about the new projectors may be
obtained by writing to the com-
pany, 7100 McCormick Rd., Chi-
cago 45.
Eastman Kodak Cuts Prices on Two
Sound Kodascope Projector Models
♦ East.man Kodak Company an-
nounced sizeable price cuts for
two of their Sound Kodascope Ki-
mm projectors. The single-speaker
unit of MoDtl. F.S-10-\ was re-
duced in price from ,S5()0 to S345,
B^gw ^K@E)[y)ci
AUDIO-VISUAL EQUIPMENT FOR BUSINESS 4 INDUSTRY
.VMPRO -REPEATER" SELF-CONTAINED PROJECTOR
7":('/il illuilratiatis tihovf aIiuu' tilt' cxU'riof (set up) and inlciiut of Aitifjio
16mm " Hepfater" model, new self-coutahied, portable sound film projector.
while the twin-speaker unit was
dropped from S565 to .'5395. The
powerful, -10 watt Modi-.i. FB-40
which has been selling for .S855
is now priced at S585.
Ampro "Repeater" Model Answers
Need for Self-Contained Projector
♦ The .\mpro Corporation has
ans\\ered the demand of sales ex-
ecutives for an ultra-convenient,
portable 16mm sound projector
with their new 16mm sound Rr-
pkaier model. Completely
etpiipped, the Repeater includes
projector, speaker, amplifier,
screen and a continuous reel— all
comained in a 22 x 15 x 8 inch
case and weighing 36 poinids.
Actually, the Repeater makes it
possible lor a salesman to unlV)ld
a complete sound motion picture
sales story right on the desk lop
of a prospecti\e customer. He
need only plug the 16 foot cord
into either AC or DC (inreni,
snap open the 15 x 11 inch screen,
and present from a full 450 foot
reel his filmed. 10-12 minute sales
message. The complete set-up
operation takes less than a min-
ute. Since the film is on an entl-
less reel, a repeat performance can
be shown immediately. The re-
threading operation is b\ -passed
completely.
Besides being a second right arm
for salesmen, the Repeater is also
ideally suited lor pre-selling tele-
\ision shows, for personnel train-
ing and intermittent use at sales
meetings and con\entions, and for
the showing of films in store win
down or any other place where
small groups can be assembled.
The new sales tool offers such
]->iactical features as brilliant 300-
500 watt illumination — enough
lor daxlight showings— and an AC-
DC amplifier with automatic volt-
age regulator which assures clear,
undistorted soiuid. Free-mo\ing
Mm guide rollers and a swing-out
gate protect the film from rough
treatment and excessive wear. For
convenience, the simplified repeat-
ing film maga/ine is so designed
that it will snap onl insianth. The
entire case, made ot plywood and
covered with brown leatherette, is
remo\able for ser\icing. Fiuther
details about the Ampro Repeater
may be obtained by writing to the
company, 2835 N. Western Ave.,
Chicago 18.
The LnBcth- Slide Projector
LaBelle Automatic Slide Projector
Now Available for Business Field
♦ Several distinctive features make
the new La Bii.le .Automatic:
Slide Projector ideal for use in
sales promotion, conventions and
schools. For one thing, all feed-
ing, changing and le-slacking of
slides is automatic and in perfect
sequence. This means that the
glass slides or readv-moiuus ha\c
a better chance to remain free of
fingerpiinls and sciauhcs, since
they are never haudlccl once they
ha\e been arranged.
Due to a new-type shinter, de-
veloped by La Belle I.ndustrm s.
Inc., of Oconomowoc, Wise, the
picture is completely blocked out
inuil the next slide is in place.
With this dc\ice a new view ap-
peals instantly, without the usual
slide "wipe" that sjjoils continuity.
Push biuion operation releases
the slides one at a time into a
special chamber where they are
pre-warmed to prevent out-of-focus
images due tcj buckling. This pat-
ented mechanism cjperates on the
gravity princi])lc. With the push
button operation, an operator can
address his audience while stand-
ing in front of them, or relax in
an easy chair away from the pro-
jector and the heat of the lamp.
The new slide projector is capa-
ble of handling 75 readv-mounts
or 35 glass slides in its metal mag-
azine. In the carrying case is a
screen, neath housed in a detach-
able, stand-up cover. Price of the
new projector is SI 25.
Western Electric Announces New
16mm Re-Recorder for Licensees
♦ A new Kinnn re-recorder manu-
factured by the Electrical Re-
search Produces Division of the
Western Electric Ccjmpanv is
being offered to licensees of the
firm. Especially designed to pro-
vide the basic qualities of 35mm
re-recording equipment, the ne^y
unit can accommodate reels up to
1600 feet in size and still lea\e
ample room for manipulation and
ihreading. For con\enience the
machines are mouuled in rack
t\pc cabinets. The film pulling
(CONTINIEO ON THE NEXT PAGE)
Below: The new ]Vestern Electric
Ui?nm rerecouter jmtu'l is shown.
NUMBER 2 • VOLUME 10 • 1949
(CONTIMKl) FROM PRKCV DINf, PAGK)
iiiochaniMii reduces lliiiiti lo :i
maxinuini ol (i per cciu, plus or
minus, at any given rale. No free
loops are used in ihrcading; ac-
curacy is checked l>\ a small larget
ill which a black line is centered
in a ciicidar openin;^ when ihe
correct sprocket hole is engaged.
Motor driven rewind lai ililies are
pro\ i(.U(i.
An All-Purpose Slide File Unit
Marketed by Neumade Products
♦ Due lo the special constriiclion
ot its Ine drawers, the all steel
slide file cabinet just marketed by
NiaiMAUr PrOUUC:TS CioRfORATlON
can hold all types ot 2x2 inch
slides and readvniounls. The cab-
EQUIPMENT & ACCESSORIES FOR SIGHT & SOUND
inet is dustprool, indexed and can
be used for storage as well as fil-
ing. Oxerall si/e is l,"") \ 12 x 13
inches.
New GoldE Reflex Slide Binder
for 2-1/4 X 2-1/4 Transparencies
♦ Owners of slide projectors using
214x214 inch transparencies can
now obtain the new all-aluminum
Rki-li:x Binder developed by
GoLuE Manufacturing Company.
The light-weight, rigid binder
with its smooth corners and non-
sliding glass is designed 10 gi\e a
jam-proof performance. While
identificalion markings make lor
easy handling dining projection,
the title labels provided with each
box of twelve binders help the
exhibitor to keep his slides in or-
der. Glasses arc supplied for all
binders.
Webster-Chicago's "Spool Library"
♦ If pre-recorded wire spools e\ er
take the place of phonograph rec-
ords and transcriptions in the au-
dio-visual field, the Weuster-Chi-
c;aco Corporation should play an
important part. ,\ccording to R. F.
Bi.ASH. company president, his
firm is laying the foundations for
a com|)rchensive "spool library."
The organization has already pro-
duced a demonstration spool that
explains various methods of wire
recording as an aid to dealers han-
dling the company's line of wire
recorders. Current production
plans call for a series of educa-
tional sijools.
Till' iK-a' (icncml iJri hii rci mdniij, iij)niioii iiirlo fiii film rfiK tiou lesls.
Reactions of Test F'' 1 Audience
Measured by New jinion Meter
♦ A rcKJiiling (i lion meter
which electricallv jimpiles the
opinions of molioit picture audi-
ences during e\ery scene of a film
has been perfeded by General
Ei.m;iuic: Company. Originally
made lo sliicly I he leaclions ol
radio .ind ulc\ision .iiidieiiccs, ihc'
new ck\iic can l)e adapted lo film
audiences as ^vcll.
I he c'i|iiii)nK'iil coiisisis ol a re-
cording iiiiii. a control unit and
I IK) haiul-held uiiils. Every person
in ihc audience expicsses his opin-
ion b\ luining tlie pointer on his
hand-held unit lo Very Dull, Dull,
Normal, Good, or Very Good. A
moving slrip of paper shovv's ihc
coiuinuous record ol llie com-
posite opinion. li\ repla)ing the
film and simultaneously lollcjwing
ihe recorded strip made chning ihe
sliowing. producers can deteriniiie
a cooperalixe audience's reaction
lo eac li scene ol the film.
Movie-Mite Announces Turntable
Designed for Audio-Visual Field
♦ 11k new dual turntalile, jusl
.iclclcd lo the line ol motion pic-
iiue ecpiipnient nianulactured by
.Movn-MriE Corporation, per-
mits silent film and slide projector
operators to add prolessional
sound effects, background music
and recorded coninieiuary to tlieir
a-\ showings. An unusual design
places the turntables at the outer
corners ol the compact unit.
When nol in use. the turntables
(,in be removed and stored in the
base along with several 10 inch
records. Weighing 16 pounds, the
entire unit measures ISj/o x 7^ x
I 1 1/2 inches.
Individual turnlablc controls
.lie provided for switching and
lading Irom one record to the
other. .-Mthough ihe recorder plays
through anv aiii]jlifier, it is espe-
cially adaptable to Movie-Mile's
Emcee and ,\udio-Slide projection
units. The turntable is housed in
a strong plywood case covered
wiili brown alligator leatherette.
Price of ihe new unit is $59.50.
Converts Changers for 45 rpm Use
♦ Ihc W I iisi I R-Ciiic. V(.<) Corpo-
ra 1 ION has dcv ised a sjjccial adap-
ici kil which can cpiickly convert
anv ol ihe company's dual speed
record cliangers into a -45 rpm
plaver. This means that motion
picture and slidefilm operators
who iiwn Webster-Chicago ma-
chines will be able to play both
long-playing Columbia Ti^'z and
RC.-\ -45 rpm records as well as
ordinary records and iranscrip-
lioiis.
46
BUSINESS SCREEN MAGAZINE
Control of Projector & Room Lights
Is Centralized With New Cord
♦ c;<iiutniLntc is ihe key word in
an\ dtscriplion of Ewart and
Koch's latest electrical control dc-
\ ices for projector operators. With
E &: K's new control cord, designed
especially lor auditorimns and pre-
view rooms, an operator can sit
wherc\er he wishes and still con-
trol his projector and the rooin
lights. The cord features a push
switch that makes possible inde-
pendent control of room lights
and projector. The operator need
onlv make the necessary hook-up.
A variation of the control cord
is offered in the control panel.
This device effectively centralizes
the wiring and control of all elec-
trical equipment hooked on to it.
The panel can- be placed on a desk
or table from which projector and
room lights can be controlled
merelv bv Hipping two of the three
switch mechanisms on the panel.
Cameramen can use the panel to
control lighting without moving
from the camera.
Further information about these
control devices can be obtained
bv writing to Ewart and Koch, 15
Brattle St., Cambridge 38. Mass.
Callfone's Lightweight Playback
♦ The Califonl Corpor.vtion has
marketed a liglu^veight universal
transcription player that will pro-
duce high quality sound reproduc-
tion from standard and 331/9 rpm
micro-groove records as well as
from transcriptions. The set fea-
KODACHROME
Slide and Fi/msfrip Duplicating
* FILMSTRIP PRINTING MASTERS
* 2i2 TO 2ji2.
* REDUCTIONS FROM SHEET FILM
KODACHROME 8x10 OR SMALLER
TO 2«2.
For Quality Prices and Full
Particulars n'rite or
Call Cumberland 31666
MAYFIELD LABORATORY
!822 WEST VALLEY BLVD. ALHAMBRA. CALIF.
lures a new wrist-action pickup
arm that has two needles on a re-
versible head. With this conven-
ient double-duty head, proper
needle point and needle pressure
is assured for either long plaving
niicro-groove or legular recordings
and transaiptions.
The complete |)layer incluiles a
high i|uality amplifier, permanent
magnet speaker and a sound sys-
tem with enough power to coni-
lortablv handle an audience of
250 people. The entire imit is
housed in an improved hardwood
carrving case vvith reinforced cor-
ners and a scuff-proof, washable
leather coating. The universal.
Model 6U, handles all three types
of recordings and is priced at
§64.95. Model 6UJ, designed for
use with projector amplifier, sells
for $67.50. Both .\C and DC
models are also available. Further
details can be obtained bv writing
to the company's main office, 1041
X. Sycamore St., Hollywood, Calif.
Story Behind the Craig Splicer
Dates Back Over Two Decades
♦ Every product has a story be-
hind it, and the evolution of the
Craig film splicer makes an inter-
esting tale, ft all started in 1927
when Talton R. Craig was pro-
ducing commercial motion pic-
tures. There were no convenient
or satisfactory portable 35nim
splicers in those days, so Craig
was quite surprised when he found
a film teclinician in a Holh^vood
film laboratory making an amaz-
ingly fast splice.
Immediately interested, Craig
asked where such a rapid, accurate
splicer could be obtained. He was
told by the technician that a
Dutch friend, who worked for
many years at the laboratory of
the Edison Company, had made
the splicer expressly for him.
Craig contacted the Dutch in-
ventor and learned that part of
the efficient splicer had been de-
signed for film used on the first
motion picture equipment in-
vented and used in the Edison
laboratories. Naturally, Craig had
the inventor make him a splicer.
As various HolKwood produc-
ers saw the efficient splicer in ac-
tion, they inquired how they could
get one. Craig saw a business
possibilitv here and had the in-
ventor make splicers in lots of
twentv-five. which could be sold
for a hundred dollars each to film
producers.
This was the beginning of the
Craig Splicer. From it sprang
Craig Movie Supply Company,
Los .\ngeles visual pioneer.
From Production to Projection
BODDE SCREENS AND PROJECTORS
PROVIDE YOUR ANSWER
A must for:
Television, Motion Picture and Still Photographers Studios.
Translucent Screens, Automatic Slide Projectors for Spectacu-
lar In and Outdoor Projected Advertising.
Jhe (Ooaae^creen L^ompanij^
9130 Exposition Drive, Los Angeles 34, Calif.
Please write for details
«if«^^
CA
B^l^^"^
sut>
ALL STEEL
FIREPROOF
INDEXED
PRACTICAL
EFFICIENT
# file Drawer for indi-
vidual slide holders
. . Model Sf-5
FILMSTRIP CABINET
MF-6 Similar to Slide Files . .
has 6 drawers, adjustable di-
viders. Holds over 300 regu-
lar 1 V2" 35 mm filmstrip cans
. . . overall size 1 5" wide; 1 2"
deep; 1 3" high.
Fife drawer fo\
unit slides . .
S-S
Files readymounis, glass, etc., heavy gauge welded construction
thruout ... 5 drowers, inslanl selection. Overall size 15" Wide;
12" Deep; 13" high. Olive-Grey enamel baked on. Polished
chrome trim.
Model SF-5 holds 1250 slides (2500 readymounts)
Model SF 53 holds approx. 2500 slides (5000 readymounis)
• New 16mm Catalog
No. 17 Now Ready.
^jnuftidHe-
16 MM EQUIPMENT
Film Cabinet! • Power Re-
winds . Splicers . Film
Cleoneri . Projeclion Tables
Reeli . Cons • Comptete tine
*27 WEST 42 ST.» PRODUCTS CORP. • NEW YORK.N.Y.
NUMBER 2 • VOLUME 10 • I94f
47
TRAINING FILMS
Require
— Specialized Writing Knowledge
— Specialized Production Experience
for proof that
DEPICTO FILM
gets results, check with:
Johns-Manville Corp.
Singer Sewing Machine Co.
Lily-Tulip Cup Corp.
E. R. Squibb fv Sons
The New Haven R. R.
Nedick's Inc.
Empire Crafts Corp.
Robert Reis & Co.
Gregg Publishing Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
245 West 55th Street
New York 19, N. Y.
. . figures down to how many
play-days you realize from a
print. The way to insure longer
flaying life is to have all your
prints treated with
fa
FILM TREATMENT
To forestall damage, have your
prints treated where they are
made. However, if Peerless Film
Treatment is net available at
your laboratory, write us for
a list of laboratories showing
where you can most conven-
iently hove your film treated.
And, when writing, be sure to
csk for your copy of . . .
"20 QUfST/ONS"
Thif Is an Interesting, informative
booklet that tells you all obout
Peerless FUm Treatment . . . tlie
proven vapor-in-vacuum process that
toughens the emulsion, makes It oil
rcsistont, scratch resistant, wear
resistant.
Pe
EERLESS
FILM PROCESSING CORP.
1 6S W.4tth St., New York 1 9, N.V.
Curtiss-Wright Tours the Nation
With Visual "Span of Flight" Show
■A- The saga o£ American aviation, from the
Wright brothers' aeroplane to glimpses of
super-sonic aircraft, is presented in the new
18-minute motion picture. First in Flight. Now
being featured in the "Span of Flight" air
show, sponsored on a nationwide tour by the
Curtiss-Wright Corporation on their fortieth
anniversary, the film gives a crisp, tast-irioving,
panoramic history of the company's role in
the U. S. aircraft industry.
Lowell Thomas Is Featured Narr.ah)r
Lowell Thomas does the narration in the
lilm, produced for Curtiss-Wright by Audio
Productions, Inc. Painting the picture ol
American aviation with broad strokes, the film
first describes the progressive contributions
made by Orville Wright and Glenn Curtiss
on their historic first fiights. The famous
"Jennies" of 1917 are pictured, along with the
192(5 airplane which Admiral Byrd used to
reach the North Pole and Charles A. Lind-
bergh's "Spirit of St. Louis". Amid a flurry of
Flying Fortresses, P-36's and P-lO's, the tech-
nical achie\ements of World War II are re-
counted. Early air mail, along with trail blaz-
ing flights around the world and the great
production job done by the aircraft industry
dining World War II, are all emphasized as
giant strides in the progress of American
axiation.
Especially interesting is the peek taken at
current trends in modern a\iation. Super-
sonic — and at present, stiper-secret — aircraft
and develo])ments are a fitting climax to the
\ivid film. These glimpses at the airplanes of
the future tie in well with the rest of the ex-
hibit, which featmes schematic models of a
rocket engine and "electronic brains" that
reach into the mists to bring pilots into fog-
shrouded airports.
I 6mm Projection By Victor Animatograph
Designed to show the technical progress of
aviation dining the past forty years, the air
show points to the fact that today's aircraft
are rapidly approaching the sonic barrier— the
750 mph speed of sound— and modern aero-
nautical engineers are working on practical
projects for building a space ship that will
travel 10,000 mph. First in Flight is an inte-
gral part of the show, since it gives in sweep-
ing, graphic style, a broad hint of things to
come in the airplane industry as well as the
past and ]3resent history of aviation.
The Victor .Animatograph Corporation, a
Curtiss-Wright subsidiary, is one of the fea-
tured exhibitors in this show. Victor 16mm
sound projectors are used for all film showings.
THE ONE STOP STORE...
EVERYTHING FOR STUDIO, CUTTING ROOM
AND LAB — Lights. Mikes, Booms, Dollies, Lenses.
Television Background Projectors. Screens. Movi-
olas, Recorders, Printers, etc. Send for Catalog
Sturelab — new edition under way
S.O.S. CINEMA SUPPLY CORP.
Depr. H. f>0' West r.^Jntl St.. N>w Turk 19. N. V.
for price and quality
COMPCO
precision ma n ufactu red
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
See Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
with 10 WATTS
UNDISTORTED OUTPUT
*^ NEW model lOA
$345
^'vX See your dealer or write
A\ for complete Information
FORWAY CORP.
245 W. 55th St., N. Y. 19, N. Y.
48
BUSINESS SCREEN MAGAZINE
CAMERA EYE
NEWS OF PICTURES-PRODUCERS
New RCA Contract Grants Licensees
Scandinavian Film Release Rights
♦ Acionliiii; 111 :i (oiuratt iie^;o-
tiatctl bclwccn Radio Cairpora-
TION OF Amkrica and Elkctrical
FoNo-FiLMs Company, RCA film
recording licensees arc granted
film release rights in Xonvav,
Sweden, Denmark and Finland.
In making the annonncement,
R. A. Tkark. manager of RCA
\it tor's film recording section,
added that tile contract applies
onlv to liliii>. recorded on RC-\
et]iiipment.
The agreement allows all RC.\
film recoiding licensees to im-
port, sell, lease or exhibit RC.\-
recorded soinid films under all
patents owned or controlled b\
Fono-Filnis in the Scandinavian
countries until DeceinberSl, 1954.
Without cost to RC.\ licensees,
the agreement also eliminates
existing claims against them based
on films recorded i\ith RCA
equipment.
United World Films Reports a 20%
Increase In Gross 16mm Revenues
♦ United W'orid Films an-
nounced that during the past
fiscal year it derived a total rev-
enue of 56,200,000 from its 16mni
and television film operations.
This is a 20 |)er cent increase over
the gross income of the previous
year.
New \<nk otfices ol the firm
have moved to 1145 Park Ave.,
New York 29. in order to con-
solidate in one location the head-
WLf, /W let me quote
{p44. »*i ifoun. *teoct IfiJi
c»lo^, dfumd motion
picUt^ie?
Ikanki..
P.S. U/e pAoduce e/x,-
cetteHtjjlUnAonm&d&ii
kudcfeti..
SAM ORLEANS
AND assoc;ates, inc.
■71 Slericklldg 21 1 W.Cuinberlond
Memphis KnoMville
Phone 37-5IOO Ph«i.« J-909i
TENNESSEE
ciuarters offices, the Castle Divi-
sion and the New ^■ork film ex-
(hange.
L'nited Worlds Cihicago ex-
change also has acc|uired new
oftices at 5 12 S. Dearborn St., C;hi-
cago 5.
Engineers' Society Devotes Meeting
to Sound-on-Film Developments
♦ Soinid-on-film recoiding was
the chief topic of discussion at
the last meeting of the eastern
section of the Society of Motion
PiCTiRt Engineers. Especially
stressed were recent television and
Kiniin developments in the field
of sound. To gi%e members a
clearer understanding of coaxial
and relav facilities in television
network operation, the .AT&T
film, Stepjjiiiii Along 1]'ilh Tele-
vision, was shown.
Harmon Foundation Issues Guide
to Audio-Visual Program Films
♦ The Divisicjn of \'isual Experi-
ment of the Harmon Foiind.\tion
in New York has issued a new
publication. Visual Materials for
}'oiir Program.
Contents of the 64 page booklet
include listings of motion pictures,
filmstrips. slides and still photo-
graph sets, both by subject matter
and alphabetically.
Though somewhat limited in
co\erage (only 250 film titles ap-
pearing, for instance) and de-
signed generally for church
groups, the booklet may be useful
for program directors in industry.
Copies are available at SI. 00 from
the Hainion Foundation. 140 Xas
sau Street. New York 7.
Sarra, Inc., Provides Slidefilm
for 1949 Easter Seal Campaign
♦ The audio-visual iiiediiuii is
pla\ing an important part in the
1 949 Easter Seal campaign. Magir
Money shows how thousands of
] ersons— of all ages, in all walks
of life— are helped by each pur-
chase of the familiar seals. In the
10-niiiiute sound slidcfilm, pro-
duced bv Sarra, Inc., for the Chi-
cago metropolitan unit of the Illi-
nois Associ-\tion for the Crip-
pled, the money spent ior seals is
shown transformecl into beneficial
facilities like wheel chairs, thera-
peutic equipment and a summer
camp for crippled children.
While Governor .\dlai H. Stev-
enson of Illinois and Mayor Mar-
tin H. Kennelly of Chicago are
shown purchasing their seals,
many scenes were photographed
directlv in the homes of bedridden
patients. The film was produced
specifically for club, industrial
and tele\ ision use in this year's
campaign.
THEATER-QUALITY
PROJECTION
BRINGS YOUR FILMS
NEW
PUNCH and CLARITY
W h\ liamlicip \ tiiir itii-
[nirtant \ i^ual presnita-
tiun^ \vith fuzzv. di^itrat-t-
F.- 3 L. 3 r^t On. ijitf projcrtion'' Take a tip
from America's top theater men . . .
speeif\ Da-Lite Crystal-Beaded
Screens . . . >e> en popular models . . .
portable . . . hancfing ... or stand ... to
meet e^e^v need. Ask your dealer to
demonstrate Da-Lite. The sereen "itii a
professional background. See what
theater-quality projection can mean
to \ou.
FREE CATALOG answers your pro-
jection (inestions. \\ rite to: DA-LITE
SCREEN COMPANY. 2703 iNorth
Pulaski Road. Chicago 39, Illinois.
I I 1 / / y y^
THE PICTURE KING
Engineered to stand up . . . Styled
to stand out! The ultimate in
portable screens. 7 sizes from
45" X 60' up.
^N.\. k 1 I
THEATER
DA-LITE Jj™,TY SC««N$
A m e r i c a' s Finest for 40 Ye a r s
PRODUCTS AND SERVICES ADVERTISED IN THESE PAGES
ARE QUALITY LEADERS IN THE AUDIO- VISUAL FIELD
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
- 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 8-50 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
hiterchangeahle Motors:
12 Volt DC vorioble Speed 8-50
Frames,
115 Volt AC 60 Cycle, Synchronous
Motor, Single Phose.
220 Volt AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
I Motors for C ^,
and Mitchett Cameras. Motors for Bolex «
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 1 0, N. Y.
NUMBER 2
VOLUME 10
19 4 9
49
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 Allyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. Putnam
Ave., Greenwich.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
Paul L. Brand fe Son, 21,53 K St.,
Washington 7.
The Film Center, 915 12th St,
N.W., Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MAINE •
D. K. Hammett, Inc., 620 Congress
St., Portland 3.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Grove, Baltimore 16.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 116 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Jarrell-Ash Company, 166 New-
bury St., Boston 16,
South End Film Library, 56 Val
Ionia Ter., Fall River.
Gilbert & Kelly, Inc., 134 Mid
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Stanley-Winthrops, Inc., 90 Wash-
ington St., Quincy 69.
Bailey Film Service, 71 1 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchester.
• NEW JERSEY •
Vitascope, Film Distributors, 155
Washington St.. Newark 2,
Phone Mitchell 3-7880.
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 State
St., Albany. Also 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42 20 Kis
sena Blvd., Flushing.
Association Films, (Y.M.C.A. Mo-
tion Picture Bureau) 35 West
15th .Sirect. New York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St.. New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Otto Marbach, 630 9th Ave., New
York.
Mogul Bros., Inc., 68 W. 48th St.,
New York City.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 186 Franklin
Street. Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3,
Visual Sciences, 599BS Suffern.
Bertram Willoughby Pictures,
Inc., Suite 600, 1600 Broadway,
New York.
• PENNSYLVANIA •
J. P. LiUey & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Kunz Motion Picture Service,
1319 Vine St., Philadelphia 7.
1905 Sanderson Ave, Scranton 9
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar-
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharpsville.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3,
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2,
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg.. Birming-
ham.
. FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
.Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St.. Tampa.
• GEORGIA •
Calhoun Company, 101 Marietta
St., Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., .Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16nun Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Stanley Projection Company,
211i4 Murray St., Alexandria.
Jasper Ewing & Sons, 725 Poydras
St., New Orleans 12.
Southern Pictures Company, 1024
Bienville St., New C)i leans.
Stirling Movie & Photo Co., 1052
Florida St., Baton Rouge 85, La.
Ideal Pictures Co., 826 Barrone
St., New Orleans 13.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. State
St., Jackson 2,
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave,, Raleigh.
• SOUTH CAROLINA •
Calhoun Company, 1614 Gervais
St., Columbia 1.
Palmetto Pictures, Inc., 719 Sa-
luda Ave.— At Five Points, Col-
umbia 11.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 861, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.\\(,'nuf, Memphis 3.
Southern Visual Films, 667 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Walker C. Cottrell, Jr., 408-10
E. Main St., Richmond 19.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 309 E.
Main St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
GrinunrBlacklock Co., 719 Main
St., Little Rock.
• ILLINOIS •
American Film Registry, 28 E,
[ackson, Chicago 4 — H.Ar 7-
2691
Ideal Pictures Corp., 28 E. 8th
St., Chicago 5.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
50
BUSINESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Jam Hanclv Oigaiii/aiioii, Inc.,
2'iO \. Michigan Ave, Cliicago I
McHcnry Films, 537 S. Dearborn.
C.liicngo 5.
Midwest Visual Equipment Co..
G'JGl N. Clark St., Chicago 26.
Suank Motion Pictures, 614 N.
Skinkcr Blvd., St. Louis 5. Mo.
-Association Films (Y.M.C..\. Mo-
tion Picture Bureau), 206 S.
Michigan .\ve., Chicago 3.
Visual Research Company. P.O.
Box 937. Chicago 90.
• INDIANA •
Ideal Pictures, 12H l'enns)l-
\ania St.. Indianapolis 2.
Indiana Visual .Aids Co., Inc., 726
\. Illinois St.. Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln \\'a\ West, South
Bend 5.
• IOWA •
Pratt Sound Film Service. 720
Third .Ave., S.E., Cedar Rapids.
Ryan Visual Aids Service, 409-11
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas City 6. Mo.
Select Motion Pictures, 1326-A
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis I.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
Pictosound Movie Service, 4010
Lindell Blvd., St. Louis 8.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
Ave., Detroit 7.
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit I.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit II.
Capital Film Ser\ice, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3.
National Camera Exchange, 86 S.
Sixth St.. New Farmers Me-
chanics Bank BIdg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Serv-
ice, 1025 North .Main Street.
Akron 10.
Ralph V. Haile & .Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifion
.\ve.. Cincinnati 19.
.\cademy Film Service Inc., 2300
Payne .Ave.. Cleveland 14.
Fryan Film Service, 3228 Euclid
.Ave., Cleveland 15.
Sum-ay Films, Inc., 2108 Payne
Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building. Dayton 2.
Twyman Films. Inc., 29 Central
Ave.. Da\ton ].
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles .Ave., S. E.. Massillon.
Cousino Visual Education Serv-
ice, Inc., 1221 Madison .Ave..
Toledo 2.
Gross Photo Mart, Inc., 524 Mad
ison. Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
« WISCONSIN •
R. H. Flath Company, 2410 N.
3d St.. Milwaukee 12.
Gallagher Film Service, Green
Bay. .Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
. CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig -Ave., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd..
Beverly Hills.
Camera Craft, 6764 Lexington
.Ave., Hollywood 38.
Coast Visual Education Co., 6058
Sunset Blvd., Holl\-wood 28.
Hollywood Camera Exchange,
1600 X. Cahuenga Blvd., Hollv-
wood 28.
Ideal Pictures Corp., 2408 W. 7 th
St.. Los .Angeles 5.
Jam Handy Organization, Inc..
7046 HollvTvood Blvd., Los .An-
geles 28.
Ralke Company, 829 S. Flower
St.. Los .Angeles 14.
Carroll W. Rice Co., 424 ^Uth ^i..
Oakland 9.
.Association Films (V..M.C..A. .Mo-
tion Picture Bureau) . 351 Turk
St., San Francisco 2.
Hirsch & Kaye, 239 Grant .Ave..
San Francisco 8.
C. R. Skinner Manufacturing Co.,
292-294 Turk St. San Francisco 2
Shadow .Arts Studio, Wickenden
Bldg., P. O. Box 471, San Luis
Obispo.
• COLORADO •
Ideal Pictures Coi-p., 714 18th St.,
Denver 2.
Home .Movie Sales .Agency, 28 E.
Ninth .Ave.. Denver 3.
• IDAHO •
Howard P. Evans, .Audio-Visual
Equipment, 305 -N. yth. Boise.
• OKLAHOMA •
V'aseco, 2301 Classen, Oklahoma
City 6.
H. O. Da\is, 522 N. Broadway.
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
-Ave., Tulsa 5.
• OREGON •
Cine Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th .Ave., Portland 5.
Moore's Motion Picture Sei"vice,
306-310 S. W. Ninth Ave., Port-
land 5.
• TEXAS •
Association Films (Y.M.C.A. Mo-
tion Picture Bureau), 3012 Ma-
ple Ave.. Dallas 4.
-Audio Video, Inc., 4000 Ross .Av e.,
Dallas 4; 1702 .Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas I.
Ideal Pictures, Inc., 2024 Main
St., Dallas 1-
Visual Education, Inc., 1 2th at
Lamar, .Austin; .Also, 2010 N
Field St., Dallas 1; 3905 S- Main
St-, Houston 4.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St.. Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City I.
• WASHINGTON •
Rarig .Motion Picture Co., 5514
L'niversit) Way, Seattle 5.
Rarig Motion Picture Co., East
1511 Third .Ave., Spokane.
• HAWAII •
Ideal Pictures. 1370 S. Bcretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteentli
Ave.
Branches:
Edmonton, .Aha., 10022 I02nd
Street
.Montreal. Quebec, 263 Craig St.
West.
.Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
Vancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. Johns, Xnd., 445 Water St.
Radio-Cinema, 501 1 Verdun Ave.,
-Montreal, Quebec.
Distribuidora Fihnica Venezolana,
De 16MM., S..A., .Apartado 706
Caracas, Venezuela, S.A.
There's An Audio- Visual Specialist in Your Town!
■*■ Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
X'isual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 2
VOLUME 10
19 4 9
51
Do You Want a
FILM
DEVELOPING
MACHINE
. built from stock ports
. for your specific process
. that's really adaptable
. that's built for long service
. that gives you greater value?
If You Do
Send for your booklet giving com-
plete details about the EDL film
developer.
E. D. L. Co.
{formerly Engineering Development Laboratory)
2007 S. Michigan Blvd. • Chicago 16
USE THE PRODUCTS AND SERVICES
ADVERTISED JN BUSINESS SCREEN
For 16mm. Film — 400 to 2000 Reels
Protect your films
Sfiip in FIBERBILT CASES
Sold at leading dealers
(CONTINUED FROXt PAGE TWENTY-NINE)
tion costs could be spread out o\er a long
period ot use.
The success ot the Case film program can be
gauged somewliat by the fact tliat close to two
million people, mostly farmers and those in-
terested in farming, viewed one or more of the
compan\'s films during ilic past year. •
FILM PROGRAMS PRODUCED BY THE J. I. CASE CO.
Broad Base Terracing (10 in in) Color.
Loan. Case.
• How to build eastern and western type
terraces with the one-way disk plow. Se-
tpiences photographed in the field are al-
ternated with animated drawings. Spon-
sored by J. I. Case Co.
Build Good Terraces (10 min) Color. Loan.
Case.
' Demonstrates the "island" system of
terracing, built with a moldboard plow.
Animated drawings supplement direct
])hotography. Sponsored by J. I. Case Co.
Building a Pond (10 min) Color. Loan.
Case.
• Concise instructions on how to build
a farm pond for water supply, recreation,
or both. Sponsored l)y J, 1. Case Co.
Food & Freedom (lU min) Color. Loan.
Case.
• An historical film linking the career
of J. I. Case, founder of the manufactur-
ing firm, 10 the development of farm ma-
chinery during the past centmy. Traces
ihe evolution of farm power equipment
tiom the early days of grain cradling to
modern combines and pick-up balers. Spon-
sored by J. L Case Co.
High Yield Harvesting (10 min) Color.
Loan. Case.
In "tra\eiog" style shows the great
\ariety of grains grown all over the nation,
which are harvested by modern combines
to ensure maximum seed yields. Sponsored
by J. I. Case Co.
Level Farming (10 min) Color. Loan. Case.
• Presents the advantages of contour
farming along with general suggestions on
how tt) go about it. Shows how this meth-
od saves power, boosts yields, and con-
serves soil, water, seed, and fertilizer.
Sponsored by J. I. Case Co.
Making Hay (10 min) Color. Loan. Case.
Beginning with mowing and ending
with baled hay in the barn, the film points
out the value of high quality legume hay
and outlines a result-getting method of
handling the crop. Sponsored by J. I.
Case Co.
More Food From Fewer Acres ( 22 m in)
Color. Loan. Case.
• Illustrates methods of increasing food
pioductioii on American farms, stressing
the use of modern farm madiines. Many
of the points co\ered arc of special inter-
est to farmers in geogiaphical regions
where irrigation and other intensive farm-
ing practices are necessary. Sponsored by
J. I. Case Co.
Pageant of Progress (22 min) Color. Loan.
Case.
• Photographed at J. 1. Case Pageant in
I lie Wisconsin Centennial. Shows early
methods of planting, tillage, harvesting;
contrasts iliese with latest type farm equip-
ment, combines, mowers, one-man balers.
Dramatically traces evolution of farm
power from prehistoric times through
horsepower, the era of steam engines and
threshing rigs, and up to the light, ver-
satile, gasoline tractors used on farms to-
day. Sponsored by J. I. Case Co.
Soil and Life (10 min) Color. Loan. Case.
Pmposes and basic procedures involved
in soil conscrxation. Modern broad-base
terracing is illustrated with a brief de-
scription of how it is constructed and
maintained with a one-way disk plow.
Sponsored by J. I. Case Co.
Strips & Curves (22 min) Color. Loan.
Case.
• A soil conscr\'aiion film dealing partic-
ulaily with wind and water erosion— the
two basic problems of Great Plains farm-
ing. Illustrates methods of contr<il adapta-
ble to any region where both these con-
ditions prevail. Sponsored by J. I. Case Co.
That Millions May Eat (10 min) Color.
Loan. Case.
• Points out the labor saving advantages
of the modern combine in harvesting grain
and seed crops. Includes shots of earlier
harvest equipment such as horse sweep
power and hand fed threshers. Sponsored
by J. I. Case Co.
Field Chopping (15 min) Soinid. Loan.
Case.
• Explains construction and operation of
the Case field forage harvester, and out-
lines a step-by-step process of making grass
silage. Sponsored by J. L Case Co.
5000 Years in 50 Scenes (20 min) Sound.
Loan. Case.
• Historical treatment showing evolution
of farm machinery from forked stick to
modern plow. Prehistoric methods of til-
lage and harvesting are contrasted with
modern machinery; ancient man-and-ox
power, with today's tractors. Sponsored
by J. I. Case.
More From Your Mower (25 min) Sound.
Loan. Case.
How a mowing machine works; how to
effect pre-season tune-up of various mod-
els; and how to make field adjustments to
correct operating difhculties. Sponsored
by J. I. Case Co.
Operating Your Combine (15 min) Sound.
Loan. Case.
• Provides complete instructions on how
to opeiate the Case "straight ihumgh"
combine. Shows what crops can be har-
vested with this equipment, and how to
adjust it for peak performance with dif-
ferent crops and imder varying field con-
ditions. Instiuction also applies to com-
bines of other make. Sponsored by J. I.
Case Co.
Saga of Sawdust Sam (12 min) Sound.
Color. Loan. Case.
• Cartoon treatment; dramatizes the most
prevalent accidents that happen on the
farm and warns of their danger and cost.
The accidents featured were selected with
cooperation of National Safety Coinicil.
Sponsored by J. I. Case Co.
Starting New Tractors (40 frames) Silent.
Loan. Case.
How to adjust and service a new trac-
tor to insure better performance and long-
er life. Printed text material accompanies
strip. Sponsored by J. 1. Case Co.
Where Furrows Begin (30 min) Sound.
Loan. Case.
• Adjusting and hitching the moldboard
plow. Sponsored by J. I. Case Co.
jj^BP^msiimi
These superb
\:j
i
m
'S^
W^
^ > J
Projectors
fi^s
Quality — quality oi construction . . . oi screen image . . . oi tonal
output — has been and still is the keynote of these two outstand-
ing 16mni. sound projectors: The famous "FS-IO-N," for ideal
screenings, ideal sound, in home or auditorium . . . the super-
powerful "FB-40," in "blimp" case, for maximum undistorted
volume in large auditoriums. Both available with your choice
of precision, Lumenized projection lenses and powerful lamps
to flood the size screen you like, at the distance you desire to
use it, with crisp and detailed images that are s-h-a-r-p from
corner to corner. Both incorporate the unique Fidelity Con-
trol that assures the finest sound results from all types of 16mm.
film — originals, contact prints, or reductions from 35mm. And
both now available at new low prices that make headline news
of the value these prices represent.
Eastman Kodak Company, Rochester 4, N. Y.
40-watt output
. . . twin speakers
Sound Kodascope
FS-IO-N Proiector
$
585
with single speaker
with twin speakers
Prices
subject to change
without notice
395
Everything you need for top sound or si-
lent projection in home or hall — packed in
two sturdy cases. Simple, finger-tip-ready
controls; microphone-phonograph pickup;
single- or twin-speaker units. Supplied,
complete, with //1. 6 Lumenized lens, 750-
watt lamp, and incidental accessories.
"Kodok" is a trade-mark
Sound Kodascope FB-40 Projector
Unequalled sound output from a portable, tungsten-lamp, sound
projector! This, and its price, are the big news about this
"blimp" case projector! It has all the versatility of the
"FS-IO-N" — plus pick-up and microphone jacks
which permit mixing music, voice com-
mentary, or both, with sound or
silent films.
EVIDENCE
Your product, your activities, your policies, your
company, your industry are always on trial.
Always tliere is the need to present evidence.
The story you tell and the way you tell it is under the
judicial scrutiny of stockholder, retailer, customer or
employee.
Motion picture or other visual presentations prepared
with talent and in the light of long professional experi-
ence can determine what happens to you at the bar of
critical public opinion.
y^ 1PM. HANDY
To present ei'klence
VISUALIZATIONS • TRAINING .AS SIST AnCE • SLIDEFILMS • TELEVISUALS • MO TI ON PICTURES
NEW*TOHK19,. WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT U DAYTON 2 CHICAGO 1 LOS ANGELES 28
DAYTON 2
ISSUE THREE OF VOLUME TEN • MAY • 1949
This month's feature:
CONVINCING CONSUMERS
with visual salesmanship
r^l
44250
SUGGESTED
UST PRICE
J
^ ^ junior
The Onry Fully Professional Quality (^irZ^lc CaSC
Standard 16mm Sound Motion Picture Projector
/III In und mall co
•^^"t^^^^
VISUAl PRODUCTS IT.
•-'ease s^^nrJ "'^"'''°' *^*""den, N J
Proiector. 3'^ ^°=^ Sound Motion PiJ^.e
Mode by the world's foremost manu-
facturer of sound and proiectlon equip-
ment for the motion picture industry.
: RCA VICTOR Campany United. ManlrMl
ANSWER
ANNE
/f
and an answer also for those who seek
greatest returns from their investment
in Business Films and Television
Every now and then a motion picture, designed to do a specific job, per-
forms in such an outstanding way it is hf ted completely out of competition.
Such a picture is 'Answer for Anne' — produced by Caravel for the
National Lutheran Council, and designed to win the active and sympa-
thetic help of all church groups, legardless of cieed, in finding jobs and
homes for Displaced Persons.
Here are excerpts from letters received by Caravel from people in
charge of this activity: "The National Lutheran Council considers the use
of these particular films . . . ['Answer for Anne' and three earlier Caravel
productions] ... a primary factor in raising many millions of dollars for
relief and reconstruction." "I want to tell you that church leaders every-
where, pastors and people, appreciate the quality work you did on 'An-
swer for Anne.' That film is working a miracle throughout our church, and
your whole group is to be commended."
The same artistic imagination exercised at Caravel in producing 'An-
swer for Anne' is available to business houses seeking top-flight industrial
and television films.
When thousands, even millions of people are the final judge, is it pru-
dent to compromise with quality? After all, the TRUE yardstick is RESULTS.
CARAVEL FILMS
Detroit
3010 Book Tower
Tel. Woodward 6617
INCORPORATED
New York • 730 Fifth Avenue
Tel. Circle 7-6111
»
The \\linle la!-ciiiatiii}i >t(n > <>l jiiversniillis — and liuw they make ihe ma!>terworks we treasure — is told in (lie 15-tuiiiute iiiotiuii pit tare.
"this gracious heritage" — created for The Gorhani Company by RKO pathe. Producers of Commercial and Television Films for Industry.
Focus on Craftsmanship
THE QUALITY TRADITION behind a fine
product cannot be merchandised
through words alone . . .
Nor are the cold and lifeless pictures we
know as "still pictures" capable of pre-
senting the fidl richness of skilled crafts-
manship . . .
That is why The Gorham Company
turned to RKO Pathe to tell in a sound mo-
tion picture, the colorful story of how the
artislr\ handed down by three generations
of silversmiths is combined with modern
technological developments to produce the
fine Gorham sterling of today.
We think you will be interested in seeing
this glowing colorful film. "This Gracious
Heritage" as well as other examples of how
RKO Pathe Motion Pictures do a real sell-
ing job for industry today. (See Free Pri-
vate Showing offer at right).
Only RKO Pathe Offers:
1. A Firm Price for Your Film — a [iiite that
meets all cumpetition. quality for quality.
2* Guarantee of Satisfaction — ni) down or
progre:-s paynlent^i. Ymi pay nothing unless
you are thoroughly satisfied.
l^. Best Facilities in the Intlustry — complete-
Iv equipped studios in both New '^ ork and
Hollywood.
4. An RKO Pathe Production — for f(
years the hallmark of great pictures.
rty
RKO PATHE, Inc.
625 Madison Avenue, New York 22, N. Y.
PRODUCERS OF COMMERCIAL AND TELEVISION FILMS FOR
INDUSTRY
Free — Private
Showing
We would like to have you see "this Cha-
cious heuhage" and other outstanding
COMMERCIAL FIIMS and TELEVISION TRAIL-
ERS produced hy RKO Pathe,
Simply attach this coupon to your cum-
pany letterhead and we will be glad to
send you 16mm prints or arrange for a
private sliowinji in your ollices or our
stufhos without any cliarge or obligation.
Name—
Title-_
Company-
Address
City
BUSINESS SCREEN MAGAZINE
NEW ONE-CASE FILMOSOUND
Easy to carry and operate anywhere. Higher undistorted
sound output than any other lightweight projector. Built-in
6-inch speaker can be removed from case and placed near
screen. Larger speakers available. With 6-inch speaker, an
outstanding value $449
ALL THESE JOBS
BETTER
AT LESS COST
WITH A
Training new salesmen
Refresher training for seasoned
salesmen
BELL & HOWELL
I *n Customer selling
[Zf
L5l) Distributor conferences
I M Reaching retail soles personnel
I "M Training shop employees
I "M Improving personnel relations
I ^ Lunch-time theater
I ^ Employee social programs
Everywhere you can profitably employ sound motion
pictures, you can do the job better with performance-
proved Bell & Howell Projectors.
B&H Filmosounds, for instance, are now even finer
than ever before — even further ahead in their superiority
for exacting business and industrial service.
Without obligation, a Bell & Howell representa-
tive vrill gladly work with you on any motion
picture problem. For complete information, phone
or write Bell & Howell Company, 7108 McCormick
Road, Chicago 45.
NEW ACADEMY FILMOSOUND
Designed for 16mm sound or silent projection in larger
halls. Speaker in separate case— 8", 12", or power speaker,
as required. With the 8" speaker, this Filmosound pro-
vides double the sound output of any other lightweight
projector. Equipped with 8" speaker, now only $495
Precision-Made by
ALL FILMOS ARE GUARANTEED FOR LIFE
During Ufe of product, any defects in workmanship or
material will be remedied free (except transportation).
Bellf^
Since 1907 the Largest Manufacturer of Professional Motion Picture
Equipment for Hollywood and the World
NUMBER 3 • VOLUME
S.V.E. "INSTRUCTOR" BOO
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
* FasI "Push-in-Style" Threading
* Quick Chanseover to 2" x 2" Slides
* Easily Adjusted Aperture Assembly
e This is the newest of S.V.E. Tri-Purpose
projectors accommodating 2" x 2" slides, single
and double-frame filmstrips. Can be threaded in
quick "push-in-style" or in the conventional man-
ner. Film advances smoothly . . . without scratch-
ing or tearing . . . either forward or backward.
Semi-automatic slide carrier covers Bantam frame
as well as 3,5mm double-frame slides in 2" x 2"
mounts.
New, adjustable aperture assembly gives any
size frame from single-frame to double-frame,
with intermediate positions. Quick changeover
from filmstrips to 2" x 2" slides and vice versa.
New design optical system with all elements
coated. Complete with 5" Wocoted S.V.E. Ana-
stigmat lens and two-lone lift off case, the "In-
structor" 300 is being introduced at $90.00.
LEADING SOUND SLIDEFIIM
EQllPMENT MANUFACTURERS USE
S.V.E. PROJECTORS EXCLUSIVELY!
VViile for folder giving complete information
on the neui "Instructor" ^00.
Address Dept. SC - 4.
SOCIHY FOR VISUAL EDUCATION, INC
PREVIEW OF CONTENT.S
Coxier: Production scene on set for
■■Problem Child" Pet Milk Co. film
(story on page 2S)
Medical Film Institute Established 18
Feature: Con\inting Consumers With .
Visual Salesmanship 21
Feature: GE Pre\ lews "The Light In
Your Life" 22
Lighted Paths to a Hidden World 24
\isuali/ing the Invisible With X-Ray 2b
Case Histories of the New Films 26
.American Laundry; .Sun Oil: \Vesting-
house: Richfield Oil; Bank of America;
Audit Bureau of Circulation, Etc.
Headlines at Press Time: Late News 28
Departments
Camera Eye 8
Trends in Visual Communications 10
Television in the News 32
In the Picture Parade 34
Men Who Make Pictures 38
News of Production and Services 40
Business Screen Execiuive 41
New Products: an Equipment Review .... 47
THE NATIONAL DIRECTORY OF
VISUAL EDUCATION DEALERS
/J BuiufU 6o*f%o*aiiOM
100 laO Ohl» Straat
Chlcoio 11. Ill
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Editor i- Publisher
William Ball. Art Director
Robert Whyte. Circulation
Richard Menges
Desk Editor
Eastern Editorial Bureau
Robert .Sevmour, Jr., Eiistern Manager
489 Fifth .Avenue, New York City
Phone:
Riverside 9-021,5 or MUrray Hill 2-2492
Western Editorial Bureau
Ednuuid Kerr, Western Manager
()(i0.5 Hollywood Blvd., Hollywood, Cal.
Telephone: Ncjrmandy 2-9490
Issue 'Ptiree, Volume Ten of Business Screen M.iga/inc
published May 5. 19-19. Issued 8 times annuallv al
sixivcck intervals al 812 X. DeailMrn Si.. Chicigo. Iiy
business Stieen Maga/ines, Inc. Phone WHitehall
I (iS(l7-S. O. H. Coelln, Jr., Editor and Publisher. In
New York: Robert Seymour, Jr., 1S9 Fifth .\ve. Tele
phones Riverside 9(121") or MUirav Hill 2-2492. In
Los Angeles: Edmund Kerr, 660') Hollywood Blvd.
Subscription $.S.O(l (domestic); $4.00 foreign. Entered as
second-class mailer Mav 2. 1946. al the post otfice al
Chicago. Illinois, under .Act of March 3. 1879. Entire
tonlenls copyright 1948. Trademark registered U.S.
Patent Office. .Address advertising and subscription
inquiries to ihe Chicago office of publication.
PROGRAM SERVICE
for weekly
Employee Showings
•k More than 85 sound and color motion
pictures produced by American Industry and
distributed by Modern Talking Picture
Service, are available on a free loan basis.
These films cover a wide range of interest;
some deal directly with the basic structures of
freedom and progress in the American Way-
give a better understanding of our economic
system— others provide information on con-
sumer education, health and hygiene, home-
making, thrift, sport and travel.
Hundreds of successful industrial users le-
port employee interest and enthusiasm for
these entertaining and informative weekly
film programs. They provide relaxation,
stimulate morale and build goodwill.
You can arrange a well-balanced schedule
of selected films— suitable for men, women or
mixed audiences— to be delivered on specific
dates for your showings.
26 Regional Film-Exchanges Help
Arrange Schedules & Supply Programs
Write for free booking calendar
and descriptions of these programs
MODERN TALKING
PICTURE SERVICE, Inc.
9 ROCKEFELLER PLAZA
NEW YORK 20, N. Y.
142 E. ONTARIO ST.
CHICAGO 11
BUSINESS SCREEN MAGAZINE
^^arJless ox ^vnat a film proauction costs, tne
money spent is ^vastea if tne picture fails to acnieve
its intenaea purpose.
Tlie successful film is one tnat justifies its cost oy
accomplisnin^ its objective!
Let us aemonstrate for you some of tne pictures ^ve
nave producea during tne past tnirty years tnat nave
estaolisnea records of accomplisnment at an overall
minimum of cost. Tnen, compare tnese results ^vitn
tnose you are ootainin^ from your films.
*CHICAGO
1345 Argyle Street
NEW YORK
385 Madison St.
*=DETROIT
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
*HOLLYWOOL
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
^L
CINCINNATI
Neave Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS. INC
Western Electric
RECORDING
QTION PICTURES . SLIDE FILMS . TELEVISION FILMS
,'/
^^m
>.^ ^
^
-'j.'yV/^.v',,^
^<i^
*
■^"■i
i<-yi^.
<»
r-^
*>^
►^V ,^
^S*/
'-^A
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,y'7i
'/•%.
c?
sense of real accomplishment In this highly creative
business of film production is reflected in the spontane-
ous response of a nationwide audience to a specific
film. The acceptance of Kelvinator's motion picture
"Of This We Are Proud" is measured by the constant
demand for showings throughout America. This colorful
and inspiring film is bringing millions of citizens a better
understanding of our great country and all that it means
to us and of this we are proud.
/f
STUDIOS
/ HOLL
.LYWOOD 28
.yjixfti ^""""^ "'"' ^"■l'™ Soutii Prajecws
-^^ ___^ Compact
The Ampro Compact has been built for those
industrial concerns who need a portable,
single-case quality projector at a popular
price. It is a basicaliy new type of projector
which is:
PORTABLE — A complete fall size 16mm. sound
picture projection outfit — including projector,
amplifier, detachable 8" speaker and cord, plus
room for extra 400' reel and film — all in one port-
able case.
COMPACT-Measures only 15" x 2iy2" x 9?4".
Speaker can be instantly removed and set up near
screen for best sound reproduction. Through new,
counterbalancing mechanism, projector swings up
into operating position.
RICH TONE QUALI TY— Provides superb tone
qu;i]i[\ (hat makes for complete listening enjoy-
ment. Is amazingly quiet in operation.
PROTECTS FILM — Exclusive Ampro Triple
Claw movement and other Ampro features assure
full protection for precious film.
EASY TO SERVICE— The entire chassis of the
Ampro Compact can be removed quickly and easily
from the case for both mechanical and electrical
ser\ icing.
ECONOMICAL— First cost on the Ampro Com-
pact is surprisingly low. In addition, its sturdy,
tested design assures long, trouble-free operation
— with minimum sen-ice costs.
AMERICAN PRESIDENT LINES
uses a battery of Ampro Compact 16mm. sound projectors
to dramatize delights of Vacation Cruises
This alert steamship line has found that actual
sound motion pictures in full colors are extremely
effective in closing prospects for cruises on its
luxury President liners. Its promotional film "A
Dream and a Memory" transforms inquiries into
sales bv taking prospects on tire cruise right in
their own living room. No other media can present
so dramaticallv the pleasures of a trip to the Ori-
ent as the color, sound and movement of 16mm.
film. So successfully has this method worked that
the American President Line now uses a number
of .Ampro Compact 16mm. sound-on-film projec-
tors as an integral part of its sales program.
"=^ft^'l'l
thousands of industrial
Ampro Sound Projector
Tests prove people understand quicker, under-
stand more and remember longer when they see
and hear it on the screen. That's why alert business
men use 16nmi. sound films to sell, to develop
skills, encourage company loyalty, and to demon-
strate products dramatically. Today, thousands of
Ampro sound projectors are delivering coiisistenl-
ly excellent performances for leading industrial
concerns all over the world. These projectors em-
body many special Ampro features that assure
Trade Mai
Reg. U.S.
Pat. Off.
concerns are making
s pay real dividends
elficient operation. But that's only part of the
story. Into each Ampro projector is huill 20 years
of experience that means extra qualitv. Ioniser
service and better performance!
Send for circular
giving specifications, prices and full details on the
new .Vmpro "Compact." Also for free booklet.
■■.\ Powerful Aid to Industry." showing how
16mm. sound films can best be used to help solve
your problems.
AMPRO CORPORATION BSI03
2835 N. Western Ave., Chicago 18, IIL
IMease send me full detail?, specifications and price
on the .^mpro "Compact"' 16nim. Sound Projector,
also free booklet, ■'.\ Powerful Aid to Induslr>'."
Stale
'^C15EIN TEST"
shows amazing improvement
in your picturesl
Project your pictures on free Sample
of Radiant's new "Million Mirror"
screen fabric — and see for yourself
the remarkable difference it makes!
See how millions of [iriy glass mirrors,
(irmly imbedded iii the pure white screen
surtace, make your pictures tairly glow
'1 with lite! See what happens when light
J /is iv/ZfiVfi/ instead of absorbedl Vou will
enjoy clearer, sharper black and whites —
richer, brighter, more brilliant colors. Hete is projection as
real as life itself!
Then ask your dealer to demonstrate the new 1949 Radiant
Screens. Notice how easily they set up — how ruggedly
they're built. Used and approved by leading industrial con-
cerns, school systems, churches and government agencies
all over the world — you cannot buy a better screen. The
New 1949 Radiant Screens are priced as low as $12.50!
Send coupon
and get
ABSOLUTELY
FREE
• Generous sample of
new Radian: "'Million
Mirror" Screen Fabric
. . . Test it with your
own projector and see
for yourself the remark-
able improvement over
any other projection
surface.
• Basic Film Source
Directory— your handy
guide to hundreds of
film sources.
RADIANT
f tOJtCTION SC «f f NS
, Radiant Manufacturing Corp
JL-n S. 1 .ihiun A\r.. Chi. ago S. 111.
Send me FREE: Sample of Radiant "Million
Mirror" Screen Fabric AND Basic Film Source
Directory
NdWf_
Al> dealer ts
CAMERA EYE
NEWS OF PICTURES-PRODUCERS
NBC Orders 500 Prints of Film
on Radio for National Distribution
♦ The National Broaik:asting
Company is using one of ihe larg-
est print orders in comniertial film
history — 500 prints of Behind
Your Rndio Dial — for distribu-
tion nationally via Modern lalk-
ing Picture Service, Inc. With this
great number of prints, NBC in-
tends to bring its story of radio to
the entire U.S. 16mm field, in-
cluding schools, industry and civ-
ic, church and community groups.
Produced by RKO-Pathe, Be-
hind Your Radio Dial is designed
to give the average listener a
glimpse of the technical and pro-
duction know-how that goes into
favorite NBC programs. The film
stresses the educational, cultural
and public-service aspects of net-
work programming. Arturo Tos-
canini, H. V. Kalteuborn, Fibber
McGee and Fied ,\llen all help
show how NBC is trying to give
the American public the best in
radio culirtainuKiu.
Chatwln Appointed Distrib'n Chief
in NFB Personnel Reorganization
♦ LiD.NAKL) W. Cn.MwiN luis bccu
appointed director of distribution
for the National Film Board of
Canada. He fills a vacancy left
by the resignation of Jack Ralph,
now abroad. A graduate ol the
University of British Columbia.
Chatwin joined the Film Boanl in
1943 as regional supervisor in Brit-
ish Columbia. Later he became
the coordinator of non-theatrical
distribution.
The National Film Board also
appointed Major C. \V. Carter,
director of adult and visual edu-
cation for the Department of Ed-
ucation of Newfoundland. NFB
regional agent at St. John's.
Other NFB appointments in-
clude Charles W. Marshall, for-
mer regional supervisor in B.C.,
to succeed Chalwin as coordinator
of Canadian non-theatrical distri-
bution; Malrice Custeaii of the
Montreal office as regional super-
visor (or Quebec: Joseph Beaure-
c;ard as assistant to Custeau; and
II. E. |oHN.soN of Moose Jaw as
acting assistant regional supervi-
sor in Rcgina, Sask.
"Louisiana Story" In Chicago
♦ Rdiii Ri Flaherty s highly-prais-
ed motion picture of Cajun peo-
ple and oil. Louisiana Story, open-
ed a Chicago theatrical run at the
World Playhouse on .^pril 30 for
an iiidediiite Slav.
Association Films Is Incorporated
as an Independent Organization
♦ ,\ss()(,iAiii)N Films, loriuerly
the \'.M.C.A. Motion Picture Bu-
reau, has been incorporated as a
separate and independent organi-
zation, effective April 1, 1919. The
new corporation will be known as
.Association Films, Inc.
J. R. Bingham and \. L. Fred-
rick, who have led the enterprise
as director and associate Director,
ha\e become president and treas-
ure!, respectively, of the corpora-
tion.
The establishment of a separate
company has been considered for
some lime by the International
Cioimuittee of the YMCA in order
that the organization may operate
more efficiently in extending and
strengthening its long established
service to schools, churches and
other community organizations.
The main office of Association
Films, Inc, and the four branch
offices in New York, Chicago, San
Francisco and Dallas will continue
at their present addresses.
The International Committee
f>[ the \MC.\ will be represented
(ill ihe Board of Directors of As-
soiiaiion F'ilms, Inc., and will con-
tinue to look to it for counsel on
its own audio-visual problems,
"Productivity: Key to Plenty"
Finds Favor with Industrial Groups
♦ I he l^O-minute sound motion
picture, Productii'ity: Key to Plen-
ty, continues to be previewed with
growing interest among industrial
audiences. At a recent Rockefeller
Center, New York, showing in the
Johnny Victor Theater, J. Fred-
eric Dewhurst took an appraising
look at the film adaptation of his
monumental 8 12- page study,
".America's Needs and Resources",
and expressed his satisfaction wiih
the visual interpretation.
Produced by Encyclopaedia
Britannic.^ Films in cooperation
with the Twentieth Century
F'und, the film dramatizes .Amer-
ica's use of power and the machine
in its rise to the highest standard
of living in the world. Ihe film
is available for purchase or rental
from EBFilms, 1 150 Wilmette
Ave., Wilmette, 111.
FILM EXCHANGE— 16 mm. sound
movies. Profitable going bus. Large
selec. entertainment features and
shorts renting to clubs, road shows,
churches, schools, homes, etc. Priced
for quicit sale to close estate.
$12,000 down. Chicago. Address
Box 502
Business Screen Magazine
BUSINESS SCREEN MAGAZINE
tnCalifornia — To deliver two Kodachrome originals of the 1949 Rose
Bowl Game, Walcer D. Porep uses two Mitchell "l6"s on one tripod.
In Illinois— \og.\xQ-\i.'Tighx Studios, Inc., use Mitchell "16" to film
full color production for the Firestone Steel Products Company.
Professionals ntake NeviS
Throughout the world 16 mm films are achieving spectacular
successes in the fields of Religion, Education, Business and
Industry, and Entertainment. New and Better production
techniques, and truly professional camera equipment are
contributing to the growing reputation of 16 mm films.
First to bring 3 5 mm quality to 16 mm film, the Mitchell "16"
Professional Camera has won the recognition of producers
who demand versatile motion picture equipment to meet
every condition. The Mitchell "16" has the same smooth,
positive operation, workmanship and time-proven features
that have made 3 5 mm Mitchell Cameras world famous
as standard equipment of the major studios.*
Mitchell is proud of the important part the "16" Professional
is playing, and is destined to play in the continuing develop-
ment of new techniques in filming better 16 mm productions.
/ff/ZcAe// Carnfeta corporation
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTEIN (IPIESENTATIVE: THIOOOII AITMAN* S21 FIFTH AVENUI* NIW TOIK CITY 17 • MUIKAT HILL 3-703a
^f^ S5% of the motion piclMrts shown in thontrcs throughout the world ore filmed with a Mitchell
Hit and Run Films
Encounter law of
Diminisliing Returns
Tlie hit and run drivei'
earns the righteous indignation
of every decent citizen.
The hit and run ball player
who makes a crucial hit
is a hero, acclaimed and loved.
Somewhere in between those two
is the hit and run film,
so called, mayhap, because the producer
did not look beyond the end title.
But that is not the end.
The film had a purpose, a job
to do. Its value to the user
cannot be measured in terms
of original cost. Its value
can be measured only in terms
of the results it got. Clients
that come back year after year
do so, for the best reason
in the world. Their films
get the jobs done!
The producer, we must conclude,
who trusts )iut in the hit and run
but looks to the client's real interest . . .
results . . . will ne\er encounter
the Law ol Diminishing Returns.
For fine quality productions
that get results, please see
the signature below.
FRANK LEWIS, INC.
1725 N. Wells St. • DEIaware 7-5420
CHICAGO
PRODUCERS
SLIDEFILMS • M O T I O N P I C T U R E S
TELEVISION COMMERCIALS
PHOTOGRAPHIC ILLUSTRATIONS
IN VISUAL COMMUNICATIONS
Annual Aivards for Safety Pictures
Are Announced by the National Committee
■k Four sound motion pictures and two sound
slidefilms were presented "Safety Oscars" for
outstanding contributions to safety during
1948 by the National Committee on Films
for Safety. Comprising 20 national organiza-
tions, the National Committee makes annual
awards to outstanding films in the fields of
traffic, occupational and general safety.
J. Sterling Livingston of the Graduate School
of Business Administration, Harvard Univer-
sity, served as chairman of the awards group.
"Driven To Kill" Wins Top Honors
Driven to Kill, 10-minute sound motion pic-
ture produced for the Ainerican Transit As-
sociation by Sound Masters, Inc., was chosen
as the best safety film for theatrical showing.'
With Lowell Thomas doing the narration, the
film dramatically shows how necessary it is
for a driver to realize the tremendous responsi-
bilities he takes on his shoulders when he
slips behind the wheel of a car.
Top honors in the traffic and transportation
category were won by the color and sound mo-
tion picture. The Safest Way. Sponsored b\
the American Automobile Association and
produced by the motion picture studio of
Pennsylvania State College, this 17-minute
film shows how grade school children are
taught to determine the safest way to go from
their home to school, church, the movies, etc.
ZtRicH Insurance Slidefilms Cited
Two productions sponsored by Zurich In-
surance Companies won sound slidefilm prizes
in two classes. Award to the Wise. 15-niinuie
slidefilm stressing safe driving habits and at-
titudes from the \ iewpoint of the commercial
driver, took first honors in the traffic and trans-
portation section, while Helping Hands— Elec-
trical Hand Tools did likewise in the occupa-
tional division. Both sound slidefilms were
produced bv Paragon Pictures, Inc.. of Evans
ton. Illinois.
This Way Out, an American Airlines pro-
duction, was chosen as the best sound motion
picture in the occupational division, while
Then It Happened was voted the best in the
general safety field. The 1 1-minute color and
sound Tlien It Happened, produced by the
Forest Service of the U. S. Department of Ag-
riculture, is a vivid visual account of the 1947
Maine forest fires which ruined almost 30
million dollars in property and natural re-
soiuces.
Four honorable mention awards were also
conferred by the committee. In the general
safety field. Ski Tips, color and sound motion
picture produced by Aetna Life Affiliated
Companies, and the ]. I. Case humorous sound
slidefilm on farm safety. Saga of Sawdust Satn,
produced by Atlas Film Corporation, won hon-
orable mention awards. Other motion pictures
that won honorable mentions are Wheel Sense,
produced for the Studebaker Corporation by
Iransfilm, Inc., in the traffic division; and
Falling Timber, produced for the Loggers
Associations of the Pacific Northwest. Colum-
bia Basin and British Columbia by Rarig Mo-
tion Picture Company, in the occupational
division.
Special Award to "Human Factors ' Series
Two films were cited for special commenda-
tion—Lef's Stop and Go Safely, an independent
production bv Portafilms, in the traffic divi-
sion, and .\etna's Lifelines, 10-minute color
and sound film on swimming precautions, in
the general safety division.
Although not entered in the contest for an
award, a series of six sound slidefilms, entitled
Human Factors in Safety, was singled out for
special citation by the judges for its unusual
approach and high quality in the occupational
field. The series was produced by Sarra, Inc.
Commercial Producers Look With Caution
on Packaged Programs for Television
■k In this space last month we noted an in-
creasing interest in the production of self-
financed film packages for television by the
well established special purpose film producers.
Films For Industry and Hartley Productions
in New York were reported as busily at work
on new TV programs, and some others were
gixing it a lot of consideration.
Consideration seems to be about as far as
it goes. Although eyeing the proposition care-
tully, few commercial producers have actually
done much with packages. One laid out sev-
eral thousand last year for an experimental
reel, but abandoned the project before com-
pletion. Most of the others have held off prin-
lipally because the market seems to be limited
at this time and the commercial film business
has never operated with any considerable
amount of risk capital or the inclination to
obtain it for speculative purposes. Most of the
(CONTINUED ON PACE THIRTY)
MAKE US AN OFFER!
We have for sale 25 Model JR II-
lustravox Standard Projectors, only
two years old, and in excellent con-
dition. Ideal for audiences up to
375 persons. Somebody's going to
get a bargain! Make us an offer tor
the lot, and we'll talk business!
Box 501.
BUSINESS SCREEN MAGAZINE
812 N. Dearborn St., Chicago 10, III.
10
BUSINESS SCREEN MAGAZINE
(im FILMS m KKY, 11.
m^l^^ 155 WEST 52ncl STREET • NEW YORK lu. N. Y. • PLAZA 3-2800
FILMS FOR -
FILMS FOR
FILMS FOR
FILMS FOR
^ FILMS FOR
LISTING SUPPORT • DEMONSTRATING METHODS
INSTRUCTING WORKERS • INFORMING THE PUBLIC
MERCHANDISING PRODUCTS • DRAMATIZING SERVICES
WINNING CUSTOMERS • EDUCATING FUTURE ADULTS
INSPIRING NEW EMPLOYEES * RECORDING HISTORY
FILMS FOR TELEVISION
FOR l»ST«E,
ANSCO • WILLIAM L. BARRELL CO. INC. • BOONTON MOLDING COMPANY • BRISTOL-MYERS CO. •
BURLINGTON MILLS INC. • CALLING ALL GIRLS MAGAZINE • CBS. TELEVISION • THE CINCINNATI
MILLING MACHINE CO. • FORMICA CO. INC. • THE GRUEN WATCH CO. • RICHARD HUDNUT
COMPANY • HUGHES BRUSH DIVISION JOHNSON & JOHNSON • MacGREGOR-GOLDSMITH INC. •
MAHONEY-TROAST CONSTRUCTION CO. • MODERN PACKAGING MAGAZINE • PHILADELPHIA TEXTILE
FINISHERS CO. • PROCTER & GAMBLE • PYRENE MFG COMPANY INC. • REID'S ICE CREAM •
SOCIETY OF PLASTICS INDUSTRIES • SPAULDING BAKERIES • SUN OIL COMPANY • UNIVIS LENS CO.
• WESTINGHOUSE ELECTRIC COMPANY • YALE UNIVERSITY •
m FILMS FOR INDUSTRY, IHC.
m^K^^^ i,c WEST sinJ STREET • NEW YORK IQ. N. Y. • PL\ZA 3 2800
NUMBER 3 • VOLUME 10 • 1949
11
THE TWENTIETH CENTURY FUND and
ENCYCLOPAEDIA BRITANNICA FILMS
BRING YOU
PRODUCTIVITY: SeV,?
iJf^
m, p-
- f*
j /;f":
H' L
j Cf^'--
n 1 -
l\
i
dramatic, absorbing study of tlie life-force of American Democracy
Now, in one superb motion picture, you can see the tremendous
tihy and hou' of America's greatness.
PRODUCTIVITY: Key to Plenty captures on 2 reels of film the
heart-beat of the giant, America. It brings our industrial might to life
. . . shows how it grew . . . how it can and must continue to grow.
Here, at last, is the voice business leaders have been waiting for !
Here, at last, is an instrument of power and persuasion ... to tell the
magnificent story of America's mass-production and how it has bene-
fited a whole people.
Based on Dr. J. Frederic Dewhurst's monumental study, America's
Needs and Resources, PRODUCTrviTi' illuminates political and economic
thinking . . . reaffirms a faith in America's future.
Many of the nation's largest industries are ordering twenty and more prints ... to make sure
every member of their organization sees this film. It's a must for every company, large or small.
Be sure your organization sees PRODUCTIVITY: Key to Plenty. Fill out the coupon now!
ENCYCLOPAEDIA
BRITANNICA FILMS INC.
Wilmette, Illinois
Encyclopaedia Britannica Films Inc.
Wilmette, Illinois
□ Please ship prints of PRODUCTIVITY: Key lo Plenty
at $76.50 per print.
Please send full information on how to rent PRODUCTIVITY:
D
Key /o P/enfy.
Name
C o m pa ny __
Ad d r ess
City
State„
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and dis-
criptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on \iovi to
acquire copies of these useful Guides.
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
Seattle Business Audiences
Attend Library Film Forum
^ In an effort to show how
business and industrial lead-
ers are using ihe potent and
flexible tool of motion pic-
tures in their training and
promotional programs, the
.Seattle Public Library recent-
ly devoted a full dav to a for-
um on "Films for Business
and Industry". Thirteen spon-
sored films in the fields of hu-
man and public relations, job
supervision and safety, and
technical training were re-
\ iewed by rcpresentati\es of
prominent .Seattle firms. Mrs.
Grace Stevenson, head of the
adult education department
of the .Seattle Public Library,
presided as chairman of the
program, which concretely il-
lustrated the potentialities of
films as a means of informing
and training personnel and
promoting good relations.
First film seen by the group
was Bv Jupiter, the Marshall
Field & Company sponsored
film on courtesy in hiuiian re-
lations. In Telephone Cour-
tesy, sponsored by the .Ameri-
can Telephone and Telegraph
Company, good telephone
manners were emphasized.
The final motion picture in
this series was the Internation-
al Film Foundation's Bound-
ary Lines. Commentary on all
of these human relations films
was handled by Wanda .Ash-
ley, of Frederick and Nelson.
In the field of public rela-
tions, Chester Latimer, of the
Seattle First National Bank,
commented on three color and
sound motion pictmes.
With between-films com-
ment by Clark Grunewald, of
Boeing Airplane Company,
four representative industry-
sponsored motion pictures on
job supervision and safety
were re\iewed. Lead-off film
in this section was the Pratt-
Whitney production. It's Our
Job. .Accident prevention in
industrial plants was present-
ed in the National Film Board
of Canada release. Accidents
Don't Happen. In the third
film, Associated Merchandis-
ing's It's Up to You, the im-
portance of developing execu-
tive leadership was reviewed.
Elmer Gunnctte, of the Pu-
get Sound Engineering Coun-
cil, headed discussion on the
technical training section. •
12
USINESS SCREEN MAGAZINE
' Buyers Who Know the Best— Specify DeVry
Only from DeVry do you get
ihe "plos-valae*' of more than 36 years
of theatre equipment "know-how."
Shown above are the famed De\ rv
"12000 Series" Theatre Projectors —
the choice of finer theatres all over
the world.
Wm
Super! Super! Super!
DeVry "Super 16"
The l6nini sound projector that out-
performed all others for most brilliant
illumination by 409c to 250'vc - - • with
finer "truest-lo-life" sound. Brilliant
pictures at throws up to 180 feet. No
booth required. See and believe !
Buy on PROOF!
CHECK POINTS OF COMPARISON:
1. Compare Brightness
2. Compare Sound Quality
3. Compare Simplicity
4. Compare Workmanship
5. Compare Portability
6. Compare Econoi
The neiv — under 31-pound — De\ RY
"Theatre-in-a-Suitcase" 5345
By Actual Demonstration— You'll Choose DeVry
The effectiveness of your product, sales, or training films depends on
the screen quality of their projection by dealer^ and salesmen in the
field, in the office, or in the factory. Compare by actual demonstration
before you buy. Then, and only then, will you know the simplicity,
efficiency and quality of projection you can and will obtain with DfA RY
sound equipment.
Liberal Trade-Ins
On Used Equipment
^ rite DeVry regarding
liberal trade-in allowance
on outmoded equipment.
ONLY DeVrV gives YOU ALL THESE FEATURES: projector, amplifier, speaker and screen in a single-case
neighing less than 31 pounds. .\C-DC operation. lOU to 2.U00-foot film capacity. Sound and silent projection. Loop-setter
assures non-stop performance. Cooler operation with improved ventilation. Simplified threading. Magnesium alloy
castings make it lighter — stronger. Chrysler "oil-lite" bearings for improved lubrication. Maximum film protection:
neither picture or sound track touches stationary metal.
THE CHOICE OF LEADING BUSINESS US'RS • ALLIS- CHALMERS •
TELEPHONE • BORDEN S • BUICK • CHEVROLET • CATERPILLAR •
COCA-COLA • FIRESTONE • FORD • GENERAL ELECTRIC • GOOD-
YEAR • GOODRICH • HUDSON • INTERNATIONAL HARVESTER •
MINNEAPOLIS MOLINE • PACKARD • PERFECT CIRCLE • PURE
OIL • STANDARD OIL • SWIFT • WESTINGHOUSE • ETC,
ARMOUR • ARMSTRONG CORK
DeVry CORPORATION
1111 ARMITAGE AVENUE • CHICAGO M
New York: 52 Vanderbilt Ave. • Hollywood: 5121 Sunset Blvd.
In Canada: contact Arrow Films, Ltd. — 1115 Boy St., Toronto
NUMBER 3
VOLUME 10 • 1949
13
MODEL M
PICTUREPHONE
X
The one completely successful machine for
over-the-table selling.
Clear-as-a-bell sound, evenly distributed.
Midget size.
Midget weight.
Set it up in a jiffy.
Pack it up in a flash.
No extra case for records — it carries eight.
Has its own shadow-boxed screen.
Plays in undarkened room.
No dirt can get in.
No zipper necessary.
Plays microgroove optionally.
Projector at finger tips.
Safety switch protection for lamp.
Volume control.
Tone control.
Needles can't lose out.
No pull cords.
20-foot power line.
Sits flat — no wobble.
Machine can't detach and drop.
Model M is one of eight models — the only
complete line of sound slide-film equipment
on the market.
If you
want
extraordi-
nary results
with
your
sound
slide
-film
pro-
grams,
contact us right |
now.
Since 1937
0. J. McClure Talking Pictures
1115^ WEST WASHINGTON BLVD.
CHICAGO 7, ILLINOIS
Telephone CAnal 6-4914
NAVED to Hold Annual Convention
In Chicago, July 31 to August 3
♦ Plans have been completed to
hold the 1949 NAVED Conven-
tion AND Trade Show at the
Hotel Sherman in Chicago July
31 to August 3, according to an
announcement by Merriman
HoLTZ, president of the National
.Association of Visual Education
Dealers (now combined with the
Allied Non-Theatrical Film As-
sociation). .\s in 1948, NAVED
will play host to three other or-
ganizations—the Educational Film
Library .Association, the Film
Coimcil of America and the Mid-
west Forum on .Audio- Visual
Teaching .Aids. .All three of these
organizations have arranged their
annual meetings so that their
members may take full achantage
of the NAVED Trade Show.
EFL.A SEssroNs Open July 29
Present plans call for the Edu-
cational Film Library Association
to open its meeting on Friday
afternoon, July 29, with an eve-
ning session that day and a session
on Saturday morning, )uly 30. .At
this point, the Film Council of
America will take o\er with meet-
ings on Saturda) afternoon and
evening, July 30, and Sunday
morning, July 31. EFLA meetings
will then be resumed with sessions
Sundav afteriroon and evening.
Meanwhile, the N.A\'ED Trade
Show will have opened Sunday
morning, July 31, at 10;30 a.m.
The first NAVED meeting, how-
ever, is scheduled for Monday
morning, .August 1. The Midwest
Forum on .Audio-Visual Teaching
Aids also will meet on Monday
—morning, afternoon and evening.
N.AVED meetings, like the Trade
Show, will continue through
Wednesday, August 3.
.All Have Separ.\te Programs
The same working plan that
was used at the 1948 Convention
will be followed, .\fter the joint
schedule is established, each of
the organizations will plan its
separate prograuL Because of the
nature of the organizations, these
programs fall naturally into sepa-
rate sections of the audio-visual
field— EFL.A touches the film li-
brarians; the Midwest Forum, the
school administrators; the Film
Council, community film direc-
tors; and NAVED, commercial
film producers and users.
.As usual, the N.AVED Trade
Show will be the heart of the con-
vention. Some 95 exhibit booths
will display the newest items in
audio-visual equipment, films,
filmstrips and other materials for
the benefit of dealers and con-
sumers alike.
Further information and hotel
reservation forms may be ob-
tained from any one of the four
organizations: Educational Film
Library .Association, Suite 1000 at
1600 Broadway, New York 19;
the Film Council of .America, 6
\V. Ontario St.. Chicago 10; the
Midwest Forum on Audio- Visual
.Aids, % Mr. Orlin D. Trapp,
VVaukegan Township High
School, VVaukegan, 111.; and the
National .Association of Visual
Education Dealers, 845 Chicago
A\e.. E\anston, III.
NAVED Merges With ANFA
♦ Except for a few minor legal de-
tails, the merger of the Allied
Non-Theatrical Film .Associa-
tion with the National .Associa-
tion OF Visual Education Deal-
ers is a reality. Early last month
the .AXF.A office in New York was
discontinued and its activities
transferred to the NAVED home
base in Evanston, 111.
The members of both organiza-
tions voted in favor of the merger.
In fact, .ANF.A voted twice, once
in September, and again in No-
vember, 1948. Just recently NAV-
ED voted 138 to 8 in favor of a
detailed proposal for the merger.
In commenting on the merger,
Merriman Holtz, president of
N.A\'ED, said, "With major prob-
lems now facing our industry,
there has never been a time ivhen
we are better organized to meet
the challenge, and with .ANFA-
N.AVED merged into one unit, we
have all the brains and tools to
give our entire membership the
kind of leadership expected of a
trade association."
New "Blue Book" Supplement
♦ Ihe Blue Book of .Audio-
V'lsuAL Equipment, listing all
known models of projectors, parts,
details, etc. now includes a recent
supplement listing late models.
Price S5. VV'iite Business Screen,
Chicago 10, for full details.
Commercial Film
Opportunity
Opportunity for experienced
commercial film salesman to
acquire partnership interest
in long-established San Fran-
cisco film production com-
pany.
Box 501
BUSINESS SCREEN
812 N. Dearborn St., Chicago 10
14
BUSINESS SCREEN MAGAZINE
Now 20 minutes of program
on each side of a 12" record!
• Subs anfia'ly Lower Cost Per Record
• More Program Time Per 12" Disc than on
Present 16" Record
• Easier to Handle
• Lower Shipping Costs
• Saves Storage Space
• Full Columbia Transcription Quality
Maintained Throughout
• Prompt Service and Delivery
• 10" RECORD PLAYS
13 MINUTES ON
EACH SIDE
See and hear this amazing new record before
you plan your next slide film project. Call, Write or Wire.
(Lf/Uuyt^C^UfStwTu}
A DIVISION OF COLUMBIA RECORDS INC. OC'
Trade Marks Columbia ' and Oi Reg. U. S. Pat. Off. Mo'cot Hegittradai
New York:
799 Seventh Avenue, Circle 5-7300
Chicago:
Wrigley Building
410 North Michigan Avenue
Whitehall 6000
Los Angeles:
8723 Alden Drive, Bradshaw 2-275?
NUMBER 3 • VOLUME 10 • 1949
15
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Hate you looked at one lately?
G-E LAMPS
GENERAL
ELECTRIC
GET AND USE THE AUDIO-VISUAL PROJECTIONIST'S HANDBOOK
This graphic, pictorial and colorful manual tells uselul data. Costs only $1.00 per copy, postpaid,
how to put on successful film showings, film care Bulk copies for field use at special discounts,
and maintenance, threading instructions and other Send in your order today — address
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
Motion Pictures and Slides
Attract Travel Show Crowds
•k Motion picture projectors
and llinnii films formed an
integral part of the well-at-
tended Eleventh .\ n n ii a 1
Travel Exposition, sponsored
by the Chicago Daily News
and held April 19-24 at the
Stevens Hotel in Chicago. No
less than 15 exhibits featured
motion pictmes, slides or
slidefilms, while more than 10
color and sound Uimm motion
pictures made up the bulk of
the continuous lecture-filin
program held in the exposi-
tion hall theater.
Most elaborate of the exhi-
bits using audio-visual equip-
ment was the Denver Sc Rio
Grande Western Railroad
Company's familiar railway
car theatre.
.Slarlite Campers of the
Rockies, a Colorado .Springs
organization, projected their
own 16mm sound and color
films on an overhead shadow-
box screen.
The Nonhernaire Hotel, a
Three Lakes, Wise, resort,
showed its sound and color
film. The Four Seasons at
Northernaire, c o n t i ir u o u s 1 y
every day of the expoeition.
The tiliTi attracted large
crowds througlrout the show.
The exhibit featining .\rts
of the O/arks depended large-
ly on a Kodaslide Table View-
er to display its wares. All
Tours & Travel System also
used a slide projector.
Among the show's ten rear
piojectioir units using slides
and slide projector equipment
^vere .\dmatic and Picttiie Re-
cording Company units. Rear
projection slide units were
used in the booths of Chicago
8; .Southern ,\irlines; Pennsyl-
vania Department of Com-
merce; Mississippi State;
Moore-McCormark Lines; Pan
.\merican World Airways; Il-
linois State exhibit; Chicago,
Milwaukee, St. Paul and Paci-
fic Railroad; Santa Fe Rail-
road; Buckhorn Mountain
Guest Ranch of Loveland,
Colo.; and .Alaska Airlines.
Sponsored motion pictures
—all IGmiri color and sound-
were featured in the exposi-
tion's continuous prograiri of
travel films and lectures.
,\mong them were three of
Pan .\merican World .Airways'
Wings color film series. •
16
USINESS SCREEN MAGAZINE
J\I^2J^5>
16 mm.
professional sound film projector
Tailor made for
• Light enough, compact enough for a salesman to take
along. And tough enough to withstand a lot of travel. (In tests, Natco was
unharmed by ten 18" drops on concrete floor.) • It is easy to set this machine up
anywhere in your own, or your customer's, plant or office. AC or DC without
convertors. Silent or sound. • Designed for use by any employee without special training.
• Since films used both in training and sales promotion usually are played over
and over, Natco's gentle treatment of films is a great advantage. Impartial testing
laboratory ran same film 5,000 times without impairing it, on a Natco.
• Theatre-quality tone and image, suitable for large assembly. The only
projector in price range with 8" p.m. speaker and
5-watt amplifier. Lamp size up to 1,000 watts.
2,000 ft. film capacity. 2" F16 coated lens.
Underwriters' Laboratory approved.
NATCO. INC., 4401 W. NORTH AVE.
CHICAGO 39. ILL.
Genllem«n: Pleose send me informolion and deseripfw*
literalure without chorge or obligation.
NAME_
ADDDESS-
NUMBER 3
VOLUME 10
17
PROJECTION
LENSES
Recognized, and specified as staniJatd equipment by
leading manufactufets of 8mm and
16mm cine projectors, and
35mm siide projectors,
K"
SOMCO short focal ienglh (wide angle) pfOjection lenses
will ptoijuce lull-scieefi images at short radge. SOMCO
long local lenglfi ptO|?ction lenses ate recommeniji
' iD( 'ioDg throw" proieciion m banquel halls, eic.
Specify make and model number ol
proiectcr whan ofdeiing
SIMPSON OPTICAL MFG. CO.
3200 W, CARROtl AVE . CHICAGO 24
FOR PERFECT PROJECTION . . .
SPECIFY SOMCO PROJECTION LENSES
Establish Medical Film Institute;
Dr. David S. Ruhe Named Director
•k The Association of American Medical Col-
leges has established its long-projected Medi-
cal Film Institute in New York City with
offices in the N. Y. Academy of Medicine build-
ing, 2 East 103rd Street, and has installed Dr.
David .S. Ruhe as Director, Warren Cheney as
Executive Officer. Dr. Ruhe comes to MFI "on
loan" from the U.S. Public Health Service, in
which he is an officer with rank of Surgeon,
and where he is well known for his work as
Ass't. to (he Chief. Production Division, Com-
municable Disease Center. USPHS, at Atlanta,
Georgia. Warren Clieney is a former college
professor who has been working in the theater
and in motion pictures for several years, most
recently as the producer-director-writer on the
feature-length documentary fihn, Wing-Ding
The Medical Film Institute came into being
as the result of over three years planning on
the part of the Committee on Audio-Visual
Aids of the Association of American Medical
Colleges, aided by the Inter-Departmental
Committee on Medical Training Aids of the
following government agencies: the War De-
partment, Navy Department, Department of
the Air Force, Veterans .-\dministration, and
the U.S. Public Health Ser\ ice. This collabo-
ration between a committee representing the
educators, on the one hand, and a committee
representing a large segment of medical film
producers on the other, has proved to be not
only logical and practical, but it has meant
I hat MFI begins its career with a very well
thought out program which includes many
items of major interest to those in the film
industry who make or intend to make medical
])ictures.
Undoubtedly one of the most useful func-
tions which the MFI will perform, when the
project is fully organized and in operation, is
that concerned with what Dr. Ruhe is desig-
nating as the MFI Medical Film Production
Information Service. As those in the business
of producing medical films well know, there
has been an exasperating lack of a central
clearing house which would supply informa-
tion concerning medical film productions both
projected and in work so that duplication,
overlapping, and unnecessary competition
could be avoided. Now, it seems, MFI will
undertake to eliminate this lack, and will at-
tempt to establish as complete an information
service in the field of medical pictures as can
be maintained, a service which is intended to
be available to any and all film makers, spon-
sors and educators to whom it may be of use.
Dr. Ruhe wants it well understood that MFI
is not a film producing organization, nor does
it intend to become one. Neither will it under-
take any distribution of films, or act as a film
library. Rather, the MFI is an advisory agency
(CONTINUED ON P.\GE FORTY -FOUR)
. , . fteed «<e da^ aKne 7
"Direction, editing and color-printing of ARIZONA
earn this prodncer well-merited prai.se for technical
perfection."*
Ol^^^ ~uc^n (^^oyo&^a^e>^
ESTABLLSHED 1913
nil SOUTH BOULEVARD • OAK PARK. ILLINOIS
From a recent Editor's Review in Business .Screen on ihe Phelps Dodge Corporation public relations film,
"ARIZONA AND ITS NATURAL RESOURCES."
18
BUSINESS SCREEN MAGAZINE
Leading Industries
Throughout the Nation
prefer
VICTOR
16mm SOUND MOVIE PROJECTORS
Victor reaches into the heart of American industry — with a
complete price and utility range in 16mm projectors designed
for modern selling and personnel training.
Industry pace-setters, like United States Gypsum Company,
make Victor and 16mm sound films a prominent part of their
progressive sales and training programs.
Select a Victor to meet your specific business requirements.
Acquaint yourself with Victor value and versatility by writing
today for your Victor Industrial Booklet.
A DIVISION OF CURTISS-WRIGHT CORPORATION
Dept. Q-2}, Home Office and Factory: Davenport, Iowa • New York • Chicago
Distributors T/iroughout Me World
IJ UMBER 3 • VOLUME 10 • 1949
19
1
ON THE RECORD
Since 1933, and again during 1948, it has been our privilege
to make a sizeable number of motion pictures for Industry.
One of our new productions which is having an outstanding
success is "STEAM FOR POWER", a dramatized explanation
of the development and importance of steam boilers, made
for the Babcock & Wilcox Co. Another is "PROGRESS IN
PRODUCTS" sponsored by the National Cotton Council of
America and the American Soybean Association. Still another
is "YOUR APPLE ORCHARD" produced in color for the
Texas Company. And a picture for the American Plant Food
Council "ANOTHER 'FIRST FOR MR. WASHINGTON"
is being shown to non-theatrical groups and in theaters
nationally, winning many fine comments.
Meanwhile, m the field of Television we have put more
than 100 "commercials" on film, and would be glad to show
you a reel of selected examples.
In appraising the qualifications of a producing organization,
no yardstick can take the place of the question, "What have
you done?" It is on that basis that we solicit opportunities
with prospective clients.
Send for "A Few Facts About Audio"
AUDIO PRODUCTIONS INC.
FILM CENTER BUILDING
630 NINTH AVENUE NEW YORK 19, N. Y.
20 BUSINESSSCREEN^^AGAZINE
Ddn'i Km. iHb Goose Ihat lays the golden
(•!,'i,'i. (idmunislies a iicic .hiicrican Viscose
retail training program.
TO BE C;()\\ INt IXG on ihe sales floor,
ihose who hold the destinies of our fii-
tiiie retail prosperity must be properh
eipiipped with prodiiti knowledge, good tech-
ni(pie and the !i'(7/ tu sell which confidence and
skill can best assme.
\'isiial /ra(»i>ii;; rates ecpialh important with
direct \ isiial selling. Although there are more
holes than paved spots along this street, the
number of effective retail training films is in-
creasing all the time for there is a certain time-
less cjuality about such films on basic prin-
ciples. Sexeral of this type, such as the vener-
able Borden & Busse series, Talon, Marshall
Field, and A.M.C. films, are joined this month
b\ some energetic new arrivals for the retail-
er's training program.
Buter Selling Throi^ch Rem Rnc^wleik^e
The American \'iscose Corporation, with a
new sound slidefilm. and Johnson & Johnson,
with a nsK motion picture, head a growing
list of sponsors now coming to the aid of their
retailers with hard-hitting educational aids.
DuPont, Sears Roebuck & Co., Kelvinator.
Westinghouse, Ironrite Ironer and the Edison
Electric Institute (see adjoining column) are
other recent sponsors of product films.
IS YOUR ATTITUDE SHOWING?
Sponsor: .American Viscose Corporation.
Agency: J. M. Mathes, Inc. Sound Slidefilm:
Your Attitude Is Sliowing. Producer: Pathe-
scope Co.
*• Despite the tact that 80'^';^, of women's linge-
rie, 60<'p of dresses and sul)stantial shares of
most other garments are made of ra\on, man\
retail salespeople are selling rayon down the
river bv either snubbing it entirely, or con-
demning it with faint praise.
Recentlv, graduate students of New York
Universitv's .School of Retailing conducted a
point-of-sale survey to determine "what con-
sinners want to know about fabrics" by enu-
merating cjuestions asked at retail counters.
During the course of the survey, they found
that tar too often, on c[uestions concerning
the t[ualit\ ot a garment, the salesperson would
replv something like this: "Oh yes, it's a beau-
tiful bathing suit, but I wouldn't get it wei
if I were you— it's rayon, \ou know. '
.American Viscose Corporation, seeking ui
correct the many misrepresentations of ra\on
(CONTINUED ON PAGE FIFTV-TVVO)
NEW SIGHT .\ N D SOUND P R O {; R A M S FOR .S A L E .S PERSONNEL AND CONSUMERS
CONVINCING CONSUMERS
with effective visual salesmanship
The Edison Electric Institute
Launches a Kitchen Sales Program
-k In its search tor new load potentials, the
Edison Electric Institute has unearthed a com-
parativelv untapped, 35-billion-dollar market.
Institute researchers estimate that if all kitch-
ens in wired homes would be electrified accord-
ing to modern standards, a retail market of
35 billion dollars in electric appliances would
be opened up. ,\dd to this the tact that the
additional revenue brought in b\ this elec-
trification would exceed by 21/3 billion dollars
— 1.7 times— the amount of annual revenue
gained from residential sales today, and the
magnitude of this unsold market becomes
somewhat staggering.
In an all-out effort to cash in on this poten-
tial market. Edison Electric has pidled out all
the stops in a gigantic .\11-Electric Kitchen
Program, .\lmost e\er\ advertising medium is
being used— radio spot announcements, news-
papers, magazines, plan books, a "Kitchen-
izer's Digest " of pertinent articles from wom-
en's magazines, outdoor posters, window- dis-
pla\ cards, envelope inserts, truck posters—
and of course, a 16mm motion pictiue.
.\ctually. The Constant Bride, produced
in full color and sound by Wilding Picture
Productions, Inc., is the heart of the whole
ad\ ertising campaign. Not a high-pressure sell-
ing tool, the 27-minute picture is designed
primarilv to educate the public on the merits
ot an all-electric kitchen, especially in regard
to its beautv, convenience and low cost. .-Al-
though it is more a motivator than a direct
salesman, the film can be used as part of an
aggressive sales drive by anv local utility fiini.
It is especially useful to a company that viishes
to pre-sell its local market and pave the way
for an active selling campaign.
Essentiallv, The Constant Bride is the storv
of Mrs. .Mien, a typical housewife— how she
overcomes such obstacles as husbandly opposi-
tii;n and lack of knowledge to secure an all-
electric kitchen. Mrs. .Mien is "sold" on the
all-electric kitchen idea when she goes to a
new bride's housewarming party and sees a
newly-installed, electrically-planned kitchen
turn the usual ordeal ot dinner preparation
into an actual pleasure. Investigating further,
she finds that an all-electric kitchen offers the
homemaker extra leisure time as well as free-
dom from drudgeiy and nimierous time-con-
suming, unpleasant tasks.
Once convinced ot an electric kitchen's
merits, Mrs. .\llen enlists the aid of the bride,
and together they plan and equip the .Allen
kitchen with modern electric appliances until
it is thoroughly transformed into an all-ejec-
tric kitchen. Throughout the film, the benefits
ot individual electric appliances are stressed,
along with the importance of adequate wiring
and the need for prior planning of the all-
electric kitchen. The characters are ordinary
people, and the story is believable in that it
could happen to any housewife.
Like the rest of the .\11-Electric Kitchen Pro-
gram, The Constant Bride was prepared un-
def the supervision ot the Electric Kitchen
and Launilrv Committee of the Institute's
Commercial Division. It is available to all elec-
tric utility operating companies at a sliding
scale of prices, depending on a company's total
meters in its service area.
To utilitv companies having more than
500,000 total meters, a first print of the film
costs SI, 250. .At the other end of the five-step
scale, a company that has less than 50.000 total
meters can pinchase a first print for $250. Ad-
ditional prints in all cases are SI 30 each. An
extra 10 per cent is added to tlie list price for
utilitv' companies that are not members of the
Edison Electric Institute. •
"The Constant Bride" . . . stars Mrs. Allen The .\llens .\t Home . . . from the same film
NUMBER 3
VOLUME 10 • 1949
21
AV/(i Park cfju nils nf C.F.'s Lamp Depnrtnunt iillciid -world premiere of "The LigJil"
Here's to "The Li^ht in Your life"
AND TO G.E.s LAMP DEPARTMENT FOR A FIRST-RATE NEW FILM
SHINING S TARS are noihing new to the
folks out at General Electric's Nela Park
where the Lamp Department nightly
makes the surrounding heavens blaze with
candle-power unlimited Ironi the windows ol
its testing laboratories.
But a new and brighter star outshines them
all in a new and ^erv colorful sound motion
picture with a title to match its unlimited en-
tertainment—T/ic Liglit in Your Life. The
lovely heroine is Eilene Janssen— who plays the
role of "Nancy"— and her adventures in the
wonderland of light are the sole plot theme of
the picture. So G.E.'s Lamp Department has
the dual distinction of sponsoring one of the
year's outstanding product pictures as well as
hosting the commercial film debut of one of
the most talented youngsters to appear on any
stage or screen.
The Raphael G. Wolff sttidios of Hollywood
produced The Light and share honors with
the sponsor for smart technic|ue, cleverly com-
bined cartoon animation and live action, and
a full retinue of trick sequences that were
needed to show- the G.E. Lamp story in all its
many phases— under earth and sea, in the sky
and a host of e\ervdav uses. The picture was
introduced at enthusiastic lighting industry
and press premieres at Nela Park, New York
City, Detroit, and Chicago by W. H. Robinson,
)r., manager ol the Lamp Deparlnient's ad-
vertising cli\ ision.
Thiri^ Tvpr-s of Lamps .-Kre Featurlu
Story of the film, which was conceived and
written at Nela Park, takes the audience on
fascinating trips into the inside of an ordinary
light bulb, to the ocean floor, up into the
clouds, down into a coal mine, and behind the
scenes at Nela Park.
In their efforts to make the film the most
outstanding picture of its kind, the producer
spent six months in filming The Liglit in Your
Life, licsidus the exceptional photographic
effects achieved in color and animation, the
film is noteworthy for its subtle instrumenta-
tion of background music.
As the story unfolds, the audience shares
the thrilling experiences of a charming nine-
year-old girl, Nancy. The role is played by
Eilene Janssen. This child star has personality
and appeal that will carry the picture far. She
is ably assisted by her leading man. one Prof.
J. Lumen Lightly, a lovable little character
dreamed up by the producer's art director and
animation staff.
Throughout the picture, wide-eyed Nancy
supplies a high order of human interest appeal
while her erudite professor acquaintance
makes full use of his magical fluorescent wand
to dramatize laboratory know-how. Many are
the salient points he drives home to give Nancy
MrKl I'ROtrsSDK J. Lt'MJi.N Lr.hii.1 who
guides Naney tlirougli a wonderland of light
in the new ii.E. film "The Light in Your Life."
f Hi.^ K ,\a.m,\, in real life 9-year-old Eilene
laiissen. and the talented little heroine of the
colorful new sound motion picture.
.\ I'oRiRArr C.\ME To Life at the premieres
of the new G.E. film as its star. Eilene Janssen,
is presented by MaiDonald MacPherson. direc-
tor of tlie film for Raphael G. \]'olff studios.
a grasp of the science of lamp making, of the
science of seeing, and of living electrically.
The Light in Your Life makes generous use
o( animated charts to explain how certain in-
candescent, fluorescent, and germicidal lamps
are made and used. The animation, although
on the technical side, is used in such a skillful
way as to vie successfully with the human in-
terest sequences in holding audience attention.
Unlike many commercial films. The Light
m Your Life is conspicuously free from com-
mercial puffs in the continuity. The picture is
designed to permit audiences, whether they be
made up of business, consumer, or school
groups, to make their own deductions as to the
relative merits of lamps.
Stor\ of Product Quality Main Theme
Spokesmen for the film pointed out that the
10,000 types and sizes of lamps made by Gen-
eral Electric Lamp Department obviously
could not be covered adequately in a film even
cotisiderably longer than that of The Light in
Your Life. As one G-E official put it: "Al-
though the film features only a fraction of the
lamps we make, we like to think that those
who see this film will be impressed with the
high qualitv built into all our legion of lamps."
The movie begins with Professor Lightly
emerging from a spare lamp bulb as pop-eyed
Nancy, reading fairy tales and blowing bubble
22
BUSINESS SCREEN MAGAZINE
num. looks on. It ends uitli the engaging
pioftssor stepping back into his bulb and ic-
minding .\ancy to (guess what) . . to put that
extra lamp, for her eyes' sake, into a reading
lamp. B\ that lime, votive thoroughly enjoyed
a lirstrate show of sponsored enterlainment.
I'm siAi. TrcH.MCAL .Skill In PRODtcTioN
Just a few examples serve to illustrate the
technical tricks employed to present the prod-
uct story.
In the underwater scenes on the sea floor,
the views were shot in the studio. .Such prop-
erties as sea sliells, beach sand, seaweed, drift-
wood and other forms of flotsam and jetsam
had to be carted in for atmosphere. Hidden
human ghosts moved the ocean plant life to
and fro to simulate the conditions at sea
bottom.
In order to make the coal mine scene of
The Light in Your Life most realistic, a ton
of real coal was hauled into the studio. It was
rigged up with supporting beams and chalk
markings in such a way as to be an exact
replica of photos taken in a Pennsvhania coal
mine.
It required some exceptional trick photog-
raphy to transport Nancy from her easy chair
into the heart of a 60-watt lamp, actually a
replica made of plastic. The filament, a coiled
wire like the tungsten filament of the everydav
G-E (iO-watt lamp, was made at General Elec-
tric's N'ela Park in Cleveland. .Although the
actual filament is only five-eighths of an inch
long, the one for the big replica lamp, to be in
])ropei prcjijoriion, wound up by being more
than a foot long.
Promotion.\i. Tools .\ki. .\i-so Prov idh>
Two folders for use in conjunction with
showings of the new film were prepared by
Lamp Department promotional executives.
1 he first of these is a lour-page folder in
envelope enclosure size. This is intended for
use when inviting groups to see the film. It
gives a very brief resume of the picture and
shows a couple of the most interesting scenes
from it. Its main purpose is to arouse interest
on the part of prospective viewers to instire
capacity audiences at every showing. With
this folder are invitations to see the film.
The second folder is an eight-page roto-
gravure piece designed for use as a souvenir
give-away at each showing of The Light in
Your Life. This piece goes into much more
detail about the motion picture. There are
dramatic "stills " taken from every major scene,
with punchy headlines and captions. These
are suggested for liberal distribution to find
.\ldie.\ce Enthi sr\-.M was getiuine and sjmn-
taneous at recent premieres of the new G.E.
film. Part of the audience at the Xela Park
premiere is shown in the picture below.
Good Promotion and lots of it is being sup-
plied G.E. dealers, including targe utility com-
fiiinies. leho are showing "The Light in Your
Life" in their local territories.
their way into the home of every person who
sees the show— whether an adult or child. It
is hoped that this piece will result in greatly
increased interest in fields not normally
accessible.
Quantities of both folders will be supplied
on a "no charge" basis to company district
offices where the films will be sent out to
schools and studv groups. •
Lighted Paths to a Hidden World
ALLIS-CHALMERS FILMS SHOW TECHNICAL KNOW-HOW
TAKE-OFF FOR THE ENTRANCE o[ the gen-
eral machinery division of Allis-Chal-
mcrs Mfg. Co., Milwaukee, Wise, into
the use of motion pictures for various educa-
tional and promotional programs was the film
We Work for Victory and Ptnn for Peace,
which during its two-year run from f942 to
1944 was viewed by some 18,000,000 persons
in all walks of life.
Today, the general machinery division's film
program embraces seven 16mni pictures in
active circulation with an eighth scheduled
for early release. The majority of these pic-
tures are of a fairly technical nature designed
primarily for showing before technical groups,
college students and engineering society meet-
ings. In general, they portray what can be
done with specific machines and processes and
the economies effected by their use.
The seven films now available to interested
groups arc; The Magic of Steam— Part I, which
explains the theory and operation of the steam
turbine; The Magic of Steam— Part 11, whicli
descril)cs in detail the theory and operation
of the surface condenser, an integral part ol
all steam turbine installations: Tornado in a
Box, Metal Magic, The Case of tlie Barking
Logs. The Hi-Density Feeder, and Precision
Investment Casting.
Tornado in a Box, which runs 28 minutes
and shows the construction, principles, ad\an-
tages and limitations of the gas turbine, is
the third in the series of Allis-Chalmers films
on basic power plant equipment. Technical
in nature, it nevertheless was popularized to
interest the broad audience for which the gas
turbine has become an intriguing engineering
advance of major importance. .\11 three of
these films are in black and w-hite and were
produced by the Jam Handy Organization.
Tornado in a Box was regarded by its spon-
sor with such significance— at the time the film
was released in November, 1944, only .Allis-
Chalmers was in an authoriiati\e position to
inescnt the first movie on this revolutionary
tvpc of machine— that a special preview at-
T( I hiiKdl animation from "Tornado in a Box"
COMB,JSTrO" .:MAMe£«"l e>-Aus
tended by more than 100 editors from tech-
nical and business journals was held in New
York. For the convenience of out-of-town trade
paper editors, the showing was timed to coin-
tide with the national con\cntion of the
.American Society of Mechanical Engineers
held in New York. Simultaneously, a similar
press preview was conducted by .Allis-Chalmcrs
representatives in San Francisco tor editors on
the West Coast.
"Tornado in a Box" in Wide Demand
In its first .seven months. Tornado in a Box,
with 157 prints shown to more than 1300 audi-
ences was \ie\\ed by more than 100,000 per-
sons, exclusi\e of uncounted appearances be-
fore service groups. The film is still in great
demand.
Most recent of the general machinery divi-
sion's films are Metal Magic, The Case of the
Barking Logs^ The Hi-Density feeder, and
Precision Investment Casting, all in full color.
Running time for each is between 10 and 12
minutes.
Metal Magic shows how with an induction
heater, many jobs of the old-fashioned, brawny
blacksmith can be accomplished without fa-
tigue in a matter of seconds. The Case of the
Barking Logs illustrates the economy of rc-
r.ioving bark from logs In means of the
1
Closc-nfj from "Precision Im'cstmcnt Ca.Uing"
"Streamliarker," which utilizes sprays of wa-
ter. Both these films were produced b\ the
Coolev Co., Milwaukee, Wise, and have been
\iewed by thousands of persons.
The Hi-Density Feeder and Precision In-
vestment Casting were produced by .Allis-Chal-
mers' photo department. The former portrays
the company's Hi-Density feeder for moving
paper pulps and explains the unit's construc-
tion and operation, and shows it in action in
\arious pulp and paper mills, where it handles
pulps as high as 8 percent bone dry consistence
without air binding. For clarity in demonstrat-
ing actual operating features, animated se-
ipiemes are used.
Shows Methods In Precision Foundry
Precision Investment Casting portrays and
explains the various steps involved in this
recently developed metal forming process. The
film was shot in the company's new precision
foundry where each production step from the
manufacture of a wax injection die to the
Inial cleaning of the castings and their inspec-
lion is covered in the \ari(ius sequences.
24
USINESS SCREEN MAGAZINE
A lolal 1)1 (il.'i piiiils of ihcsc seven films are
available loi showing. I'hcir distlibnlion is
handled ihrough the eonipany's adveilising
,nul iiuhisirial press dcparinieiu in coopera-
tion with the distriet sales offices. No rental
iharges are made in connection with the films'
use. but the company asks that films be
returned prepaid so as to expedite their
handling.
.SHiPi'i.Nt; Encioslrf Form Providh)
Enclosed with the shipment of each film is
a slip headed, "To Help Us Handle Voui
Kilm Recpiests in a More Efficient Manner."
Recipients are asked to rewind the film on the
same reel, not to run it on a silent projector,
to leport anv film damage— "no cost to borrow-
er, accidents will happen," the slip observes.
Space is also provided for listing the name
and gioup before which the film was shown
together with the total number of persons
viewing it.
Booklets summarizing features of the prod-
ucts portraved in se%eral of the films are made
available for distribution to audiences follow-
ing their showing. They are designed to pro-
vide the viewer with something tangible to
take along and invite further incjuiry concern-
ing the product by suggesting available bulle-
tins wliich give a detailed description of it.
".\ HiDDic.N World" Typifies Progr.\m
Scheduled for early release is A Hidden
J]'r>>ld, a full color film running 2'i minutes,
which tells the story of engineering in action.
Produced by the Cooley Co., it relates how the
engineering profession is behind everything
we use and enjoy in our daily living.
These .\llis-Chalmers films literally take
their audiences of technicians and industrial
executiv es, as well as thousands of students and
adults, into A Hidden World of engineering
facts and technical know-how for which this
progressive concern has a world-wide reputa-
tion. They add to the skills and knowledge
which make possible our tremendous produc-
tion capacitv . . . founded on a power supplv
to which .\llis-Chalmers ecjuipment makes a
basic contribution. •
Settinc Up 1 ci sinioi Movies at 100 frames a
second recording X-ray exposures of 10 mil-
lionllis of a second at the Wcstinglioiise lab.
X-R \v Imvc.is Reveal violent chemical reac-
tion III a lin\ crucible placed in front of the
screen (left above). Power supph is on table.
X-Ray Aids Industrial Research
WESTINGHOUSE SCIENTISTS SHOW SUPER SPEED X-RAY MOTION PICTURES
".Metal M vt.u; ' slinivs the versatile ac-
complishments of modern induction
heating, contrasting the old and neic.
•k High speed cineradiography came into its
own last month when researchers of the West-
inghouse Lamp Division unveiled a new metli-
od of taking super-speed X-ray motion pic-
tures. The process, which teams up X-ray ex-
posures of 10 millionths of a second and a
shutterless camera which shoots moving film
at 100 frames a second, will open fascinating
new visual worlds to scientific and industrial
researchers.
Permits X-Rav .\.nalvsis At Hk.h Speed
.\ccording to Dr. Charles M. Slack, director
of research for the Westinghouse Lamp Div i-
sion, "This X-ray eye can analyze the internal
structure of rapidly mo%ing objects and Iru-
man organs. In effect, the new procedure
brings to X-ray analysis the same advantages
that slow-motion films bring to sports events."
The new device consists of a shutterless,
oscillograph-type camera, which photographs
instantaneous images produced on a fluores-
cent screen bv X-ray eciuipment. Instead of
the opening and closing of a siow-niotion
camera shutter 100 times a second, the individ-
ual exposures are controlled by the short-time
Hash of the X-rav tube, making a shutter un-
necessary. Meanwhile, the X-ray exposures,
repeated at one-hundredth of a second inter-
vals, are recorded on a continuously mo\ing
strip of regular film.
Dr. Slack emphasized the fact that "with
exposures of such rapidity— 2,000 times faster
than a person blinks— we are able for the first
time to make X-ray motion picture films of
speeding objects without blur."
150,000 \'oLTS Required for Exposi re
The electronic tube used to make the ex-
posures at such super speeds handles power
pulses exceeding five million watts, 1,000 times
greater than that handled by X-ray tubes used
in most phvsicians' offices. .\ pulse transform-
er, similar to that used in radar sets, steps up
a 20,000 volt condenser discharge unit, nerve
center of the "power plant", to the 150,000
\oIts needed to Hash the lube and make tlie
exposure.
To illustrate the new technique to members
of the .American Physical Society at their re-
cent meeting, Dr. Slack showed the "shortest
short ever photographed", a I5-second film
sequence showing precisely what liappened
during the second when a mixture of iron
oxide and aluminum, incendiary ingredients,
was ignited. The X-rays, penetrating the metal
walls of the ingredient-holding crucible, which
contained refractory material, revealed the ac-
tual melting phenomenon inside the crucible
as well as the subsequent bui'sting of the mol-
ten metal tlirough a steel plate underneath. A
regular filming of the same violent chemical
reaction showed only a shower of sparks and
molten metal gushing out the bottom of the
crucible.
May Unfold Many Indlstrial Mysteries
Since X-rays are unaffected by strong light
and fumes, which obscure conventional mo-
tion pictures made in visible light, the new
technique may well be able to solve many
of the mysteries of how metal is deposited from
( C O N T I N L E D on page F I F T Y - T W O )
In Service, The Control Unit icill be located
behind a lead-lined shield at least 2> feet away
from the X-rays or brhi>\il n , mi, rete refill.
NUMBER 3 • VOLUME 10 • 1949
25
A Technical Review of Business
Motion Pictures and Slidefilms
AID TO LAUNDRY OWNERS
Sponsor: American Laundry Machinery Co.
Fihn: P>(>lc<ting Yuur Projjts. Producer:
The Jam Handy Organization, Inc.
•k A sound motion pittme in color, dramatiz-
ing the importance ot preventive maintenance
of modern, automatic ec|uipment used by pro-
lessional laundries, and laundry departments
ot hospitals, hotels and other institutions, has
recently been released by The .\merican Laun-
dry Machinery Co., Cincinnati. Entitled Pro-
tecting Your Profits, and produced by the
Jam Handy Organization, Inc., this 20-minute
sound picture points out that, with more and
more highly automatic machines being used
by professional and Institutional laundries,
proper, preventive maintenance by competent,
c|ualified maintenance personnel is essential
to keep these machines operating at the peak
efficiency lor which they were designed.
The picture emphasizes that, with mechan-
ization replacing manual operations, and au-
tomatic machines now producing more work
with lewer operators and at a big saving in
Scenes From "Protecting Your Profits"
sitow (top to bottom) inaintcnaiue rccord-kecj)-
ing: maintenance checking: and brake adjiist-
nient on Iiiundry extractor.
labor, only a few minutes shut down of a
machine due to lack of proper maintenance
i.iuses a greater loss in production and prolils
ilian several hoiu's shut down a lew years back.
.-\ general progiam ol pre\enti\e iM.iiiilc
nance lor modern laundry ecpiipmeut is out-
lined, with recommended procedures for regu-
lar and thorough lubrication, cleaning, in-
spection and adjustment, as shown in accom-
panying scenes from the picture. Available
lor showing on a nation-wide basis, to local,
state, and sectional associations of professional
laundry owners, institutional laundry mana-
gers and similar groups, also to individual
plants, this \ery timely film is a major contri-
bution toward inspiring and encouraging
users of lainidry machinery to institute a
definite and planned program ol preventive
maintenance that will assme their getting full
\alue and highest prolit returns from modem,
high-production automatic ec[uipment.
SUN OIL PRESENTATION
Sponsor: Sun Oil Co. Film: Combined j'huciI-
Iwe presentation. Producer: Films for In-
dustry, N. Y.
•k The Sun Oil Company is now using an in-
teresting combined film and live demonstra-
tion to illustrate the superiority of Sunoco
"Mercury Made" and Dynalube motor oils.
The Kodachrome picture, 22 minutes in
length, is made in four sections, between each
of which a leader is spliced, allowing the pro-
jector to be stopped on the spot, demonstra-
tions made, and the projector started again.
Sunoco is taking this show to all parts of the
country tor presentation to all dealers and
their employees.
The motion picture part ol the demonstra-
tion opens on scenes of Sunoco's immense Mar-
cus Hook Refinery, where one sixteenth of all
the lubricating oils used in the world, and
enough gasoline to provide power for forty
million miles of average motor car use are
prDilnced each day. It describes Sun's exclusive
catalytic refining process.
The main part of the film is a trip tlnough
the Sunoco Automotive Laboratory, where the
narrators— the laboratory manager and his
assistant speaking for themselves to lend au-
thority to the script— describe several tests con-
ducted with aiuomobile engines on Sunoco's
two lubricating oils and on premiinn com-
peting oils.
Films For Industry, producer of the film
portion ot the demonstration, carefully co-
ordinated the mood and tempo of the picture,
made without music or dramatic giinmicks, to
tie in with ten live demonstrations arranged in
a kit by Sunoco and performed by the com-
pany's field force on the road.
It adds up to an efficient, rifle-shot presenta-
tion, on a subject which is convincing in itself
and needs no schmalz. It does not blast around
at sales psychology or clean rest rooms. It suc-
ceeds on its particular subject, where many
multi-purpose films, touching briefly on the
same subject, might fail to thoioughh con-
vince. The technique is worth noting.
.4niinatii)n cnlircns "It's CSP For Me"
TRANSFORMER SALESMAN
Sponsor: VV'estinghouse Electric Company.
Film: It's CSP For Me. Producer: Famous
Studios.
•k CSP means "completely sell protecting."
In the new Westiirghouse movie it refers to
those transformer boxes which appear near
the top of some power line poles, old style
models ot which evidently go out ot whack
occasionally because ot overload from in-
creased consumption ot electricity or lightning.
Realizing the difficulty of making an inter-
esting and entertaining film on the cjuality of
\ ,u ious translormers, Westinghouse has gone to
much pains to work up a story with an amus-
ing plot to provide color and liveliness to its
sidjject. Famous Studios (Popeye, Little Lulu,
etc.) produced It's CSP For Me as a ten min-
ute cartooii film in Technicolor, featuring a
harassed lineman who has to replace three
burned-out transformers in one day, with a
scoffing woodpecker for comic relief.
VVcstinghouse's CSP model is introduced in
a "school tor transformers" where the ani-
mated boxes are taught the principles ot de-
ionized lightning arresters, cooling oil thermal
circuit breakers, external operating handles,
overload warning lights, etc.
It comes out cjuite good, incongruous as it
may seem. The pleasant little hokum added
to the necessary information on the product
will undoubtedly serve to make it much more
palatable tor tlie convention and sales use
Westinghouse intends it for.
Kenneth Banghart is the narrator and Milo
Bolton and .Art Carney speak for the leading
c haracters.
NEVADA'S RESOURCE STORY
Sponsor: Richfield Oil Corp. Film: Nevada
and Its Natural Resources. Producer: Rock-
ett Pictures.
•k Nej'ada and Its Natural Resources is anoth-
er in the series ot State resource pictures, pro-
duced for United States Bureau of Mines dis-
tribution. It is a very interesting and well pro-
duced summary ot a state that is too little
known.
Most pco]jle think of Nevada as a divorce
mill, complete with gambling, surrounded by
mountains and desert. While it is a state that
26
USINESS SCREEN MAGAZINE
is very sparsely settled, having the smallcsi
population of any state in the country, it has
man\ mineral resources and a \ery respectable
agriculture.
The basic vealth of the slate is in its min-
eral deposits and the picture details not oiilv
(heir present developments but llie historv (il
the state, which is boinid in with tlic sihei in
lerests to a great extent. Silver is no longer ihc
major element, for it has been replaced b\
man\ lesser known but industrialK important
deposits, such as bauxite.
The pictiue is interesting and well produced
throughout and the color is very good. It pre
sents a more comprehensi\e \iew of Nevada
than has generally been available anywhere
before this. It is a welcome addition to the
state sur\eys being produced by .\merican in-
dustry and distributed by the Bureau of Mines.
PINEAPPLES FROM PARADISE
Sponsor: Hawaiian Canneries Company, Lim-
ited. Film: Fruil of Parndisf. Producer:
Motion Picture Productions. Inc.
•k In addition to telling the story of the pine-
apple industr\ in Hawaii, this long pictorial
re\iew spends much footage pro\itig ^^•hy the
Hawaiian Islands is universally recognized as
the gem of the Pacific. As Fruit of Paradise
begins to unreel, it is evident that the accent
is on the "Paradise" as well as the "Fruit"
mentioned in the title, for the islands are
shown to be an Eden profusely blessed with an
ideal climate, natural beauty and a friendh
people.
The film singles out Rauai, the "garden
isle", which is gifted with not only great beau-
ty, but also a soil and climate that make it
ideal for the culture and growth of pineapples.
The audience is shown how the fruit is grown
and packed in the .\nnahola district.
It is interesting to note that the whole proc-
ess is delineated with a minimum of commer-
cial superlatives praising Annahola pineapples.
.\11 competitive comparisons are avoided.
Rather, the attitude taken is that all Hawai-
ian pineapple is wonderfid. and here is .Anna-
hola. The reason for this is that the picture
was made by Hawaiian Canneries with the
seven other pineapple companies in mind. It
was purposely designed to fit the sales needs of
all private label pineapple distributors.
Technical Notes: Filmed in Kodachrorae, Fruit
of Paradise runs a full 36 minutes. Why such
a lengthy sales film? Donald C. Jones, presi-
dent of .Motion Picture Productions, answers,
"First, nearly every foot of the 4.000 feet of
film shot had beauty or interest value. It was
difficult to hold it to its present length. Sec-
ond, the audiences at e\er\ preview showing
indicated no restlessness. To the contrarv. they
showed interest throughout and to the \erv
end. In most cases they even voiced a wish
that it could be longer."
Distribution: The Haserot Company of Cleve-
land, sole agents for the entire oiuput of An-
nahola pineapple, have shown tlrj film pri-
vately to most of their large private label dis-
tributors across the United States and England.
NUMBER 3 • VOLUME 10 • 1949
Slret-I suite in ' I'ln .\i.. C,.i.'i,'..;.'iiij"
CAVALCADE OF CALIFORNIA
Sponsor: The Bank of .America. Film: The
Sew California. Producer: March of 1 inie.
* This year is California's Centennial. In hon-
or of the occasion, and in recognition of the
state's growing importance in the nation, the
manv-tentacled Bank of .America has spon-
sored a new film. The Xeir California, to re-
mind Calilornians of their heritage and o])por-
tunities.
The new picture is a typical booster's prop-
osition, extolling the state's cities, climate, cul-
ture, industry, agriculture and scenery. In the
form of an illustrated lecture with many sta-
tistics, it visits San Francisco, Los .Angeles.
Vosemite, Mt. ^Vhitney, Death Valley, Palm
Springs, the Central Valley and the factories
and farms of the state.
Although there are no direct \erbal plugs
for the sponsor, branch banking, which in
California means the Bank of .America, gets
a favorable going-over at several places in the
film. Six or seven of the Banks branches are
pictured as the camera focusses on main streets
of cities and towns.
Fox West Coast theatres are now showing
a ten minute version of The New California.
The full 22-minute picture has been approved
bv the State Board of Education, and Modern
Talking Picture Service will book it into
schools and clubs in California only.
Bank of .America encourages its employees
to take an interest in local and state affairs,
and branch managers are expected to partici-
pate in as manv civic activities as possible. The
Bank also maintains a speakeis' bureau to sup-
plv lecturers for public groups on a variety of
sidjjects. Tlie Xew California is an adjunct
to this public relations progiam and is prob-
ablv the first of a continuing series.
The film, with an added trailer on the fi-
nancial growth of the bank— now the largest in
the country— will be shown at several regional
shareholders' meetings.
AUDIT BUREAU BIOGRAPHY
Sponsor: .Audit Bureau of Circulations. Film:
Xow Il'e Know. Producer: Wilding Pro-
ductions, Inc.
■k Before the .Audit Bureau of Circulations
was established, advertising in large publica-
tions was a riskv proposition. .Advertisers
could only guess at the coverage their ads
might get if placed in a certain ptdilication.
At the same time. pid)lishers coidd not get
lidl <redit lor any of their circidaiion claims.
I hen came Hill. .Advertisers, agencies and
publishers banded together, decided on stand-
ards for measuring the circulations of news-
|xipers and periodicals as well as methods of
verifying all circulation data handled, and
formed the .A. B.C. Today, nearly all adver-
tising rates and research are based on .A. B.C.
Reports, which show what circulation a given
advertising dollar will purchase and provide
highU accurate information for the effective
application of the media to markets.
Visual History of the A.B.C.
Xow We Know is the film biographv of the
A.B.C. After portraying the difficulties which
old-time advertisers and publishers experi-
enced in trving to establish circulation stand-
ards and audit circulations, the film tells how
the .A.B.C. was organized and how it functions
todav. It explains how the circulation records
of publisher members of the .A.B.C. are veri-
fied bv the bureau's corps of auditors.
Information in .A.B.C. Reports is graphically
presented and dramatized. While stressing
the care with which the bureau's standards are
maintained, the film emphasizes the point that
an advertiser has a much better chance of
securing the best possible medium for his ad
if he selects it on the basis of audited circula-
tion data in A.B.C. Reports.
Technical Data: .A black and white sound mo-
tion picture, -Vote IT'e Know runs 20 minutes:
motion slidefilm technique.
Distribution: Xow Il'e Knoie is available on
free loan from the .Audit Bineau of Circula-
tions, 165 W. Wacker Dr., Chicago 1. The
film is especiallv adaptable for showing to
advertising and sales departments, ad agencies,
media groups, advertising and sales clubs,
chambers of commerce, advertising, journal-
ism and marketing classes, and similar types of
audiences. •
.A Scene From "Now We Know " the pictorial
history of the A.B.C. tsee above)
mA
V^
ir ■
■ ^^ - —
\
n
^ra
-
iiiiinded on known iiiluts.
CASE IIISTOKIlilS
(CdNIINl I ]i 1 H(l\l 1111 I'Rll IDl.NO I'AGli)
AIR TRAVEL SALESFILM
Sponsor: Pan-Aiiiciican World Airwa\s S\s-
icm, Atlantic Di\ ision. Film: Tl';«gi to New
Yoti:. Producer: C:liarlcs I). Bccland Com-
pany.
•k ]Vi>igs to Nciu York is a picture with a pur-
pose. It tours colorful New York City and
seeks to attract loiiiiMs to the great cosmo-
politan center — but iioi \isitors from every
hamkt in e\erv stale of our nation. Rather, it
seeks to entice the varied English speaking
peoples of other countries.
Since tlie film was designed for foreign audi-
ences — many do not understand English per
fectly — the production was purposely kept on
a simple, straightforward basis. Immediateh
after its world premiere at an industrial fair in
Johannesburg, South .Africa, the film was used
as a direct selling tool by Pan-.American sales
representati\es in England, various countries
of Continental Europe, the Near East and
.Africa. Its success was so great that plans are
noAv under wax for production of foreign lan-
guage \ersions.
Technical Notes: Produced in Kodachrome
color; runs 27 minutes.
CHURCH BUILDERS' PLAN
Sponsor: Department of Visual Aids, Congre-
gational Christian Chinches. Film: We
Would Be Building. Producer: Charles
Schwep and William James, with .Alan
Shilin Productions.
•k Siher Springs, Maryland, a few miles out-
side of Washington, has increased in popula-
tion with great rapidity in the past few years.
It is a typical suburban community with the
usual good people to be found in such a town.
Biu, as is typicaf in many new communities
which ha\e grown up in the war years and
after, church building has not kept up with
the population. One group in Silver Springs
felt that their town was not adequate without
a church of their faith and they set out to do
something aboiu it.
We W'ould Be Building tells the story of
these people. It shows the struggles of a new
minister to convince all his people of their
deep need for the church. It documents the
problems of risiirg costs, the indifference of the
majority, and the determined devotion and
concern of the few.
The picture shows how the minister and the
jieople join together to bring a new church
into being, how a local federation of churches
determines where a new church ought to be,
and how the national board comes into the
situation.
l\'e Would Be Building is a religious film,
but it is not preach)- and not withoufhumor.
It is actually a simple success story of how a
community got their new church.
We Would Be Building is available to all
denominations through purchase from the
Missions Council, Congregational Christian
Churches, or Ijy rental from local film libraries.
There are two versions of the 20 miiuitc film,
ill bl.nk and while and in Kodachrome. Sale
prices are $75 and $150 respccti\ely, rental
$4 and .|7. If preferred, an offering may be
sent for ihc establishment of more such proj-
ects in lieu of the sale or rental charges.
/» jniidiii liiiii nil "The Miigii Toiuli"
THIS HAS A "MAGIC TOUCH"
Sponsor: Wood Office Furniture .Assn. Film:
The Miigii Touch, Producer: Byron, Inc.
Distributed by: Modern Talking Picture
.Ser\ice, Inc.
•k This 20-ininute color motion picture was a
pleasant surprise to Business Screen reviewers.
Se\eral procluction factors added up to a very
convincing sales presentation for the wood
office furniture industry and their products.
First, a good job of casting is noteworthy;
secondly, the effectively edited film and gocxl
pace "sold" the conversion of an outdated
business office to a modern arrangement.
What begins as a typical sales interview is
set up against the familiar background of a
noisy, confused and out-dated office. As the
congenial and persuasive office furniture rep-
resentati\e visualizes the economy and effi-
ciency of modernization, the film's audieiue
become the prospects and watch the transition
with interest and conviction. There is humor
and good sales psychology to round out a
technically fine picture which business execu-
tives will agree has The Magic Touch. -
Distribution: Prints have been deposited with
.Modern Talking Picture Service exchanges in
26 cities for recpiest showings on a free loan
basis.
"Problem Child" Sets an Example
* This month's cover subject is an old story
but as good sponsored films go, the 16mm
sound motion picture prints of the Pet Milk
Company's child psychology subject Problem
Child are in great demand among all kinds
of adult groups and schools. Produced by
Wilding Picture Productions. Inc., Problem
Child makes a real contributioir to an impor-
tant subject of child welfare. \V'e believe it
sets an example xvorth noting bv other pros-
pective sponsors.
Headlines from the News at Presstime
Pulitzer Atvard to "Louisiana Story" Music
•k The annual Pulitzer awards, announced
May 1, gave highest honors to Virgil Thom-
son's original music score for the film, Louisi-
ana Story. The Robert Flaherty picture is
now showing theatrically. It was made pos-
sible through the sponsorship of the Standard
Oil Company of New Jersey. The film was
also selected by Britain's Motion Picture
Academy as the one of the "Ten Best" films
of the vear.
Canadian Film Aieard to "Loon's i\'ecklace"
k Crawlev Films, Limited of Ottawa and 'Tor-
onto ha\e won the highest honour in the first
annual competition for the Canadian Film
Awards. Their winning fihn was The Loon's
Necklace.
Twenty-nine different films, all made in
Canada, on Canadian themes, by Canadian
film producers, were entered in the competi-
tion from twelve different producing organi-
zations. The awards aie being presented to
recognize outstanding Canadian talent in the
film field. The Canadian Film .Awards were
developed by the Joint Planning Commission
representing fifty national organizations inter-
ested in education and the arts.
In the 16mm non-theatrical category, the
judges were so hard put to it to choose a
xvinner that they declared two first awards.
One was preseiued to Robert .Anderson, pro-
ducer for the National Film Board and the
Department of iN'ational Health for his two
excellent films. The Feeling of Hostility and
Drug Addict. In choosing these two films, the
judges recognized the courage, honesty and
clarity with xvhich the producer presented
ambitious, difficult themes. The other award
in this class went to Shelley Films for Beans
of Bounty, a film which simply, efficiently and
economically achieved its single purpose— to
demonstrate the value of soy beans.
Another National Film Board motion pic-
ture. Who Will Teach Your Child, won tlie
award in the theatrical classification.
DeVry Announces First "Jeiveled" Projectors
k A "first " in 16mm sound motion picture
projector manufacture was claimed by the
De'Vry Corporation this tiionth as company
president \V. C. DeVry announced the addi-
tioir of sapphire jewels "to make certain a
projector life span far in excess of that here-
tofore considered normal."
This achievement also involves reduction
in wear on 16mm films and lowers strain on
spliced film to a marked degree. Trade an-
nouncemeius will be made in detail later this
month, including results of considerable re-
search for some years.
A postscript notes the opening of DeVry
sales and service facilities in the Michigan
area, headquartering in Detroit. G. E. Grcnier,
St. Clair Shores, Michigan, is in charge.
28
BUSINESS SCREEN MAGAZINE
l!
Pitor/o/ episodes from
'Cuthbert's
.ast Stand"
i\ ANIMATED SLIDEFiLM TALE
THE PERILS OF PROJECTION
When Cuthbert was scheduled to do some pro-
Jecfion he'd plan (and plan) for perfection!
First thing he d do was get a good room;
one easily darkened, without too much "boom".
The neit thing required was air circulati
(what's more important than ventilation?
ir point Cuthbert was always quite keen:
B sparkling pictures he'd use a screen.
He'd set his projector up high on a table and
make sure the structure was perfectly stable.
He'd pick a good spot where an outlet was
handy: (if not, an extension makes It dandy.)
He'd always check current; it's important
see that projector and voltage always agr
,ro Insisted on keeping things clean —
:cture must be clear on the screen.)
He'd handle each film with the utmost or care
— (no scratches nor dirt must ever be there )
He'd line up the sprockets— did It with ease!
(The holes must not fall wherever they please!)
On one point Cuthbert would constantly ha
he'd focus (and focus) until things were she
vere well placed; no one was thwarted
it an angle, the view all distorted.
He prided himself no shadows were seen when
people were seated in front of the screen.
He'd check his turntable before every show —
(speed must be right, not too fast or slow.)
He'd turn up the sound for each one to hea
(too little Is awfully hard on one's ear.)
Iso make sure that it wasn't too loud —
ng one's ears off Just isn't allowed!)
As a final precaution, he'd always make sure
the show wasn't spoiled by a talkative boor.
When the show started: all saw with a frown Tempers and nerves to breaklng-poInt soari
the scene on the screen was upside down! and his audience made sure he got his rewa
* I*R.\ciicA[ .\ii) lo Clients and a visualized delight tor audiences
which behold it. is the new 40-franie silent slidefihn Cuthbert's Last
Stand, rccenth produced bv Sarr.\, Inc. Because good film utilization
is the key to film success, Sarra is making the ftlmstrip available without
charge on letterhead request to recognized industrial and commercial
companies. Joseph G. Betzcr. .Sana scenario editor, and Harrv \V.
Lange, jiroduction manager, guided Cuthbert's crcati\e destinies. A
"must" for your film lUilization program in the field, office, or factory.
NUMBER 3 • VOLUME 10 • 1949
29
w
Television and Film Industries For^e Closer
65TH SEMI-ANNUAL CONVENTION OF S.M.P.E. STRESSES FILMS IN VIDEO
Packaged Television Pi
National Advertisers IN
ams for
ke News
THE Society of Motion Picture Engi-
neers met in New York last month in
its fi.'ith Semi-Annual Convention since
the foundins of the Society in 1916, Big news
of the convention was the proposal to change
the name of the Society to the Society of Mo-
tion Picture and Television Engineers. A rec-
ommendation that the change be made was
favorabh recei%ed by the Board of Duectors
and a mail ballot will be sent out following
further discussion at the 66th Convention in
Hollywood next October.
This move presages even closer ties in the
future between the motion picture and tele-
vision industries. Earl I. Sponable, president
of SMPE. stated "with the great interest shown
by the television industry in the engineering
aspects of motion pictures, our Society's im-
portant work in that field is being recognized.
Each of us is concerned because television de-
pends on motion picture films and on motion
picture people for program material, as well
as engineering know-how."
Donald E. Hyndman, a past president of
the Society, and manager of the east coast
division. Motion Picture Film Department,
Eastman Kodak Company, recei\ed an award
in recognition of "his unselfish, outstanding
personal endeavors as an officer of the
Society . . .".
Neiv High Speed Camera Aids Industry
♦ In a symposium on hi,gh speed photography,
C. D. Miller of the Battelle Memorial Institute
described a camera capable of taking a half
million frames a second which has been used
in industrial research on engine knock in air-
craft engines. Projected at regular film speed,
the action filmed in one second would take
over eight and a half hours to unwind on the
screen.
Recording Held Adequate for Television
♦ In a forum on television and motion pic-
tures, it was stressed that present knowledge
and techniques, if employed consistently and
properly, can overcome the problems con-
cerned with the poor quality of films on tele-
vision. C. R. Keith of the Western Electric
Company demonstrated examples of good and
bad 16mm recording. He stated that excessive
flutter and high noise level can be improved
to the standard now existing in 35mm opera-
tion. Most prominent among the sources of
trouble are processing and projection, Keith
said. Development of Ifimm film, Keith added,
is inferior to present standards in 3,')mni, while
present 16mm printers often introduce dis-
tortion and flutter in prints. Most 16mm pro-
jectors, he continued, do not provide the opti-
iiumi results possible from the film.
Better 16mm Printing Available to Video
♦ Arthur J. Miller of Consolidated Film In-
dustries stated that composite 16mm prints of
high photographic and sound quality can be
obtained which will provide far better recep-
tion than is currently being seen.
Advertising Must Be Integrated to Sell
♦ G. David Gudebrod of N. W. Ayer & Sons
spoke on the requirements for television in
motion picture production and stated that
the advertising message must be integrated
in the entertainment part of the program in
such a wav as to have a telling sales effect.
Explains Slide and Transparency Technique
♦ Scanning an opaque subject or photograph-
ic transparency with a moving spot of light
found application in early days of television.
A modern version, using a short persistence
cathode ray tube as the light source, can pro-
duce television pictures of excellent quality.
Equipment restricted to pickup of transparen-
cies can be of simple and reliable design. A
motor driven slide changing mechanism ac-
conmiodating as many as twenty-five two by
two inch glass slides is described. Esthetic tran-
sitions possible include automatic picture fad-
ing preceding and following the slide change
as well as unblanked changes to gi\e the effect
of instantaneous change-over. ,\riistic effects,
particularly adapted to the flying spot device,
extend its flexibility.
Other Sessions Also Stress Video Needs
♦ Other SMPE sessions discussed large screen
television for theatre use, television contin-
uous reels, flying spot transparency pickup, TV
studio lighting, Phonevision, photographic
lenses, magnetic recording techniques, lubrica-
tion of film. ])rojection lamps and air cooling
for film projection. (To be continued.) e
RECEIVES S.M.P.E. AWARD
Donald E. Hyndman . . . his
auHird urns gii'en for "unselfish,
oiilsltiinliiig fx'nannl nidcaxiors."
(CONTINUED FROM PAGE TEN)
speculative ventures in film packaging have
been financed and produced by entrepreneurs
whose recent past interests have been show
business.
.Although pictures on speculation are viewed
dimly by the commercial producers, contract
production for TV film programs are natural-
Iv eagerly sought by all.
The biggest deal last month in film packag-
ing was the announcement that General Mills
will sponsor The Lone Ranger on the ABC
television network beginning next September.
The show, which will cost about §750,000 for
a 52-week series of 29-minute films, will be
produced by Jack Chertok's Apex Film Corp.
Although it will start out on about 20 stations
on Thursday nights at 7:30 (EST), it is esti-
mated that in three years the Ranger and Ton-
to will be seen on 100 stations.
General Mills made the Ranger purchase
through Dancer-Fitzgerald-Sample ad agency
from TrendleCanipbell, the package firm
which owns the famed western character.
One unusual feature of this deal is that sta-
tions carrying the show arc asked to guarantee
current time charges for a two year period,
and give General Mills an option on the time
for a third year at no more than an additional
33°o increase.
Current plans call for 52 different films in
the first year's series, although provision has
been made that if estimated costs are exceeded
some of the shows will be repeated.
Procter & Gamble has been negotiating with
various producers for film scries. The big
soap company, through Compton, Inc.. one of
its agencies, has signed with General Televi-
sion Enlerprises for a series of 13 adventure
pictures. The deal is for television rights for
one year from release, for which PS.G is pay-
ing about S3500 per film. Each film will be
made in two parts totaling 27 minutes allow-
ing for 3 minutes of soap commercials. Gen-
eral Television is budgeting the films at about
$8,000 and expects to make up the balance by
fcrei,<^n rights which have been withheld, and
by future TV, theatrical and 16mm income
after the one vear period. P&G also gets first
refusal on additional series being planned.
Procter & Gamble has also signed with Irv-
ing Asher-Carleton .Alsop for another series
of" 13 27-minute films to be produced in Eu-
rope at a cost of about $4,000 per subject. Both
Asher-.Msop and General Television Enter-
prises are west coast producers.
Third big film deal of the month was Time,
Inc.'s purchase of the Crusade In Europe se-
ries of films, produced by March of Time for
20th Century Fox. The series of 26 films will
be shown on ABC network on Thursday nights
from 9:00 to 9:25 beginning this month.
Crusade In Europe, based on Eisenhower's
book, cost Time, Inc. $165,000 for the first
cycle of showings. The series will be repeated
twice, and if Time buys all three cycles the
bill will be $400,000, Quite a sum. •
30
BUSINESS SCREEN MAGAZINE
6
SEHViCES
IJV SOUJVO
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
RCA Licensee
That^s the opinion of hundreds of
producers using Mieeves faciliiies*
REEVES: Film recording; 16mm or 35mm, density or area, standard
or 200 mil push pull, RCA or Western Electric • — - Reeves has them all.
REEVES: Disc recording; 33-1/3 RPM or 78 RPM, standard pitch or
long playing with the advantages of Reeves-Fairchild Margin Control.
REEVES : Five floors devoted to sound recording, completely equipped
and manned by experts to give you the best in sound recording.
REEVES: Where a Producer can work with confidence. Remember,
Reeves is not a competitive producer, but a PARTNER.
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The l,€irffvst Snuntl Sttrt-iw OrffuniatBtion in the Worltl.
Western Electric Licensee
NUMBER 3 • VOLUME 10 • 1949
31
TJ' jihus fnr Iifxjiiois (Col. 1 below)
As TV Expands, So Does Market for
16mm Sponsored Films and Spots
♦ Iht. m;nkc_'i lor iclc\isi(iii mo-
lion pictures keeps expanding as
SCI sales keep climbing lo new
heights. According to Max F. Bal-
com, president of the Radio Man-
ufacturers Association, the public
today has about one half billion
dollars invested in appioxiniateh
l.r)(X).000 TV sets.
In a talk before the Town Meet-
ing of Radio Technicians in Chi-
cago, Balcom stated, "This year
our industry expects to manufac-
ture two million or more televi-
sion sets, and in 1950 I believe the
production of television receivers
probably will reach or exceed
three million." He added that
more than half of all set manufac-
turers' dollar sales are currently in
telexision rather than radio.
John K. \Vest, RC.\ Victor vice-
president, also painted a rosy pic-
ture of television today. He told
the American Management .Asso-
ciation that television should ac-
count for business activity total-
ling over a billion dollars this
year. How much of that will find
its wav into the Ifimm motion pic-
ture industry is hard to say. How-
ever, West did estimate that ad-
vertisers would spend .S25. 000, 0(10
on television this year. .According
to the recent trend, a good por-
tion of this sum will purchase film
packages, spot commercials, and
readv-made 16mm sponsored mo-
tion pictures that are cleared and
adaptable for video use.
Roquemore Films TV Commercials
for Iroquois Beverage Company
♦ Special studio facilities, includ-
ing moving backgrounds, props,
ilollies, a large picture frame and
a 25,000-watt lighting set-up, were
used by Roc|uemore Films while
producing a series of motion pic-
ture television commercials for
the Iroquois Beverage Company.
Live studio narration accompa-
nies the films, which were designed
to tie in with the company's sea-
sonal advertising in newspapers
and on liillboards. The commer-
cials are being telecast o\er sta-
tion WBEN-TV.
Procter & Gamble Signs Up for
Thirteen-Film Television Series
♦ .\ production deal has been
concluded between Procter and
Gamble Productions, Inc., and
General Television Enterprises,
Inc. whereby the latter company
will produce a series of 13 tele-
\ision film programs of 261^ min-
utes duration, composed of two
completely independent subjects
running 1314 minutes.
Cost of each set of two films will
run between .U8,000 and $12,000
with P & G paying varying
amounts to be based upon station
use and re-use. Films will be ad-
venture stories drawn from fact
and fiction.
New television series will be
telecast o\er NBC earlv next fall.
Program will be called Proctci
and Gamble Fireside Theatre and
will reach audiences on Tuesday
nights Irom !l lo 9:30 P.M. E.ST.
Leahy and Notre Dame Demonstrate
Football Plays in TV Film Series
♦ Frank Leahy and his Xotie
Dame football team took time out
from practice this spring to ap-
pear in a series of television films
for Carl Krueger and Hugh King,
Hollywood producers. In more
than a dozeir factual short films,
the Irish squad demonstrated
Leahv plays stennuing from the T
formation and other systems of
plav; Leahy did the narration.
.Altliough made primarily for
television, the films will receive
national 16mm and theatrical dis-
^o^e&lmedt3^
Marshall Field & Company, inc.
imu^
PATHESCOPE PRODUCTIONS
580 FIFTH AVENUE, NEW YORK 19, N. Y.
PtAZA 7-5200
tribution. They are scheduled to
be released during the fall foot-
ball season.
National Film Board of Canada
Plans Series of Five TV Films
♦ With an eye toward a potential
U. S. television audience of twenty
million families, the National
Film Board of Canada has made
plans lor the production of five
films expressly lor video. .All will
feature Canada as a haven for
vacationers. Specifically, they will
deal with youth hostelling, pleas-
ure cruising, canoeing and canrp-
ing. winter sports and carnivals,
and sport fishing. Production for
tele\ision will be supervised by a
committee of senior National Film
Personnel.
.Actually, National Film Board
films are no newcomers to U.S.
television networks— they have
been popular for six years. As
earh as 1943, twehe short NFB
documentaries were televised in
New ^'ork. Today U. S. video sta-
tions are using that many NFB
films ever\ month. Due to station
contracts with musicians' unions,
which prohibit film music, the
films are projected silently for tele-
casting. Comnrentaries are spoken
b\ an announcer, while music and
incidental sound effects are pro-
diKcd in the T\' studio.
Union OH Uses Television to Show
Stockholders Its Annual Report Film
♦ When U.MoN Oil Compa.nv
presented Prospects Ut^litnited on
WGN-TV this month, it became
one of lire first orgairizations ever
to present an annual report \'ia
television. .According to Reesil
H. T.wLOR, president of the Cali-
fornia concern, comments and
criticisms of last year's filmed air-
nual report helped considerably in
constructing the unusual docu-
mentary, which this year told
Union Oil's story on television.
To make room for the special
Prospects Unlimited telecast, two
regularh scheduled shows were
cancelled for that date only.
FFI Produces Zausner Tele-Films
♦ Films Icii lndusir\. Inc., has
completed a series of 20-second
and one-minute spot commercials
for Zausner Food Products. The
spots, featuring "Zcsty Zausner".
a puppet who appears in drama
\ignettes with live actors, will be
used on television station WABD
in the sponsor's new campaign for
their Cheddar and Swiss cheeses.
Fhe \ideo commercials also pro-
mote the cheese's tin container,
which mav be used as an ashtrav
when empty.
32
BUSINESS SCREEN MAGAZINE
ANOTHER
CSede&^
FIRST...
QUIET
OPAQUE PROJECTION
Newly developed AC motor operates without noise
- 1 j^S^
ow AC current users can enjoy quiet opaque
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but does it quietly.
TWO POPUIAR OPAQUi PROJECTORS
NOW OBTAINASIE WITH THE NEW AC MOTOR
Bese\er Model OA3 for 8'/>" x 11" Page
The first opaque projector to accommodate
full SVz" X 1 1" material. Copy opening of 7" x 10"
covers printing on pages of this size.
Beseler Model OA4 for S'/j" x 11" Page
(Horizontal or Vertical)
Newest in the Beseler line of opaque projectors.
Model OA4 accommodates a full S'/i" x 11" page
either horizontally or vertically. The actual
area covered is 10" x 10" to allow for margins.
Free Demonsfration
Upon Request
Write for descriptive booklet to
Dept. F
CHARLES
Beseler VU-GRAPH also available
with quiet AC motor
Beseler Vu-Graph is the amazing Overhead
Projeaor that enables you to face your
audience while you project an image on the
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obtained with the new, quiet AC motqf,
if desired.
COMPANY
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The Wor/d's Largest Manufacturer of Opaque Projection Equipment
EST I<t9
60 Badger Avenue, Nework 8
NUMBER 3 • VOLUME 10 • 1?49
33
In the^
mtim^ ^^IM
MOTION PICTURE NEWS
More Films Needed by State Dept.;
Prune and Apricot Growers Oblige
♦ In line with a State Department
committee's recommendation ior
more documentaries and inlorma-
tion films in the U.S. international
inlorniation program, the C.\li-
fo:;ni.\ Prune and Apricot Grow-
ers Association has offered ten
prints of their film, A Fortune ni
Turn Old Trunks, for overseas
distribution by the Division of
International Motion Pictures.
The IMP branch of the State De-
partment also requested the right
to re-narrate the film in \arious
foreign languages.
Produced for the Prune and
Apricot Growers by All Scope Pic-
tures, Inc., the film (Business
Screen, Vol. 8 No. 8) has been
widely distributed throughout the
United States by Modern Talking
Picture Service, Inc. It dramatizes
the history of the prune industry
in California.
In its report this month, the
State Department's Advisory Com-
mittee on the International Infor-
mation Service strongly recom-
mended the use of more docu-
mentary and information films, as
well as convertibility guarantees
to cover extra expenses incurred
in distributing films in non-Mar-
shall Plan countries. The commit-
tee also added a proposal that the
convertibility guarantee be ad-
ministered bv the State Depart-
ment working through the Inter-
national Information Program
rather than by EGA.
Prominent members of the com-
mittee include Erwin Canham ol
the Christian Science Monitor.
Philip Reed of General Electric.
Justin Miller, president of the
National .Association of Broadcast
ers and Mark May of '\'ale.
SITU.\TION WANTED
Experienced writer with mo-
tion picture background is seek-
ing a good position in indus-
trial or public relations films.
A former public relations man.
this individual has the combi-
nation of abilities essential lo
polished film writing and di-
recting. .\ddiess Box 503
BUSINESS SCREEN
812 N. Dearborn St., Chicago 10
,.-,•: -^
#^l^
r;
\
i
J
1
RiCr.tLU 0,L Dl-VLLRs slun.UI -(.n Phu^s" v,n film promol.on by
Rockett Pictures featuring radio reporter Join, II aid (center above).
Richfield Uses New Film to Promote
Dealer Contest As Well As Sales
♦ Richfield Oil Comfany has
built its series of spring dealer
meetings around a newly-spon-
sored lOmm color film, Go Places.
By drawing an analogy between
railroad payloads and service sta-
tion payloads, the 20-minute film
puts across the point that maxi-
mum profits result from full pay-
loads.
Besides recapping the sales pro-
motion program, the film also
gi\es a color pre\ie^v of vacation
trips which will be given to win-
ners of Richfield's newest dealer
contest. Cities and points of in-
terest that will be visited by the
contest winners are featured in
the film. Rockett Pictures, Inc.,
produced the sales proiTiolion-trip
travelogue film.
Story of Brown-Forman Whiskies
Is Told on Film — "Nothing Better"
♦ Company traditions are inter-
woven with the story of whiskey
distilling in yothing Belter, 40-
minute color and sound motion
picture sponsored by Brown-For-
man Distillers Corporation.
Produced by John A. McGee of
Chicago, the film points with
pride to the one-family tradition
of ownership that has piloted the
firm through the past 80 years.
Especially stressed is the point
that the whole Brown-Forman
organization is, in a real sense,
a family— including not only the
Browns, but also every one of
the firm's employees.
In revealing how science today
is applied to traditional distill-
ing methods, the film tells the in-
side story of all the Brown-For-
man brands-Old Forester, Early
limes, Kentucky Dew, L & G,
Ring Black Label, and King Red
Label. The skill, experience and
determination that go into a top
ciuality distilling job are depicted
as the camera shows how the com-
pany strives for uniform quality
in all phases of whiskey-making
—selection of the grains, grinding,
preparing and cooking the mash,
selection of pure yeast strains, and
temperattne controlled warehous-
ing. The film also emphasizes
the importance of research, which
found an excellent use for dis-
tillers' spent grains in productive
farming.
Geared for both the general
and trade public, the film is avail-
able to business, fraternal and
civic groups as well as to organi-
zations in the liquor industry.
Further information about the
film can be obtained by writing
to the company. 1908 Howard St..
Louisville 1.
BUSINESS SCREEN MAGAZINE
34
New NAM Color Film Emphasizes
the Importance of a Free Press
♦ Ncwesl motion pkture spon-
sored by the National Associa-
tion OF Maniifacti'rf.rs. The
Price of Freedom, was prexievved
this month at the Johnny Victor
Theatre in New York. The 23-
niiniite film, produced by Jack
OtFRTOK. president of Apex Fihii
Corporation of Los Angeles, em-
phasizes the important role a free
press pla\s in maintaining oia
democracy. It also points out that
it is the res|>onsibility of everv
I'. S. citizen to see to it that our
press remains free.
Films Are Used to Explain Company
to Stockholders at Annual Meetings
♦ I lu- PmiAllFlPHIA ELFirrRH
Company added zest to its recent
annual meeting of stockholders b\
showing a newly-produced motion
picture in full color. Filmed by
Xewsreel Laboratories of Phila-
delphia, the 15-minute picture, as
yet un-named, tells the story of
the companv's public relations
program.
No new-comer to the film field,
Philadelphia Electric has been us-
ing films at its annual meetings
for several years. .As a compan\
spokesman explained, "Motion
pictures give stockholders an op-
portunity to survey company prop-
ertv in a matter of minutes.
whereas an actual inspection trip
would require several davs."
Byers Machine Co. Devotes Film
to Huge, New Self-Propelled Crane
♦ The Traveler, a huge rubber-
tired exca\ator and crane, moves
from one construction job to an-
other in the film. There's a Differ-
ence, just as it does in real life.
Produced in full color and sound
for BvERS ^L\CHINE CoMPANV, the
20-minute motion picture effec-
tiveh demonstrates the mobility
and versatilitv of the Traveler as
it uses shovel, crane, dragline,
backhoe and clamshell attach-
ments in its trek from one difficult
job to another, working on indus-
trial plants, streets, highwaxs and
roads.
.\t present, tlic lilin is being
shown by flyers distributors in an
effort to promote the big, self-pro-
pellecf machine, which can Ix op-
erated by one man. However,
prints are available from the
manufacturer at Ravenna, O., for
showings before business and
school groups.
New Film Tells How to Cut Costs
in Materials Handling Department
♦ Here s Your Worksaver. liinun
color and sound motion picture
produced for \'At.F and Towne b\
the Princeton Film Center, shows
manufacturers how to cut their
production costs b\ using modern
methods of materials handling.
L'sing animation to clarif\ some
points, the 15-minute film warns
against the hidden costs that can
creep into materials handling, and
demonstrates positive ways to in-
sure protection against them.
The film takes its audience on a
tour of leading industrial plants
and points out ways to turn in\isi-
ble losses into visible profits. Prints
are available from the producer.
Princeton 2, N. f.
British Information Services Shows
Film on "British Industries Fair"
♦ British Information Services
has released a new 17-minute film
on the annual British Industries
Fair. .\s a show window of the
nation, picturing practically e\
ervthing made in the United
Kingdom, the new picture of the
1948 fair will be distributed to
business and consumer groups,
adult clubs and schools on free
loan.
British Industries Fair — 194S
shows exhibits from the lightest
to the heaviest industries, and a
glimpse of some of the thousands
of people who come to see and
buy anything from a toy piano
to a fortv foot crankshaft.
16: SPECIALIZED SERVICES 35!
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Sales meetings
YOU can automalically ard economically show
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FILMEFFECTS of HoUywod -SIF
With TACHOMETER
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CINE SPECIAL CAMERA
AND MAURER CAMERA
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chronous Motor.
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Filmo Cameras. Time Lapse Eqtdpment.
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 10, N. Y.
NUMBER 3
VOLUME 10 • 1949
35
Factual Fflras Serve Wide Field
"Design for Sales" all-color sound slide-
film produced by Sarra, Inc., for Blue
Bell, Inc., features this scene. (See col. 2)
Firestone Film on Liberia Available
Now in Shorter Color-Sound Version
♦ Liberia, Africa's Only Republic
is now available in a short 27-
minute version as well as in its
original 55-minute form. Both
versions have been cleared for
use on television.
Sponsored by Firestone Tire
AND Rubber Company, the Koda-
chrome release features intimate
glimpses of native life and cus-
toms on the vast American-oper
ated rubber plantations in the
West African republic. The story
of a free people, Liberia ... is
filled with scenes of the country's
natural beauty. The film shows
native workmen clearing jungles,
planting Hevea tree seeds in the
vast seedling nurseries, and tap
ping productive trees on the great
rubber plantations. Besides na-
tive dances, villages and handi
craft, the film also shows how na-
tives are trained by Firestone per-
sonnel to become nurses, medical
assistants, sur\e\ors, wood workers
and laboratory technicians.
Both versions of the 16mm color
film are available free of charge
to schools, churches, civic clubs
and other organizations. Requests
for prints should be addressed to
the public relations department
of Firestone Tire and Rubber
Company, Akron, Ohio.
Caterpillar Film Displays Graders
♦ Heller Blading is the most re-
cent film released by the Cater-
pillar Tractor Company. Pro-
duced by the company's own cam-
era crews, the 20-minute color and
sound motion pictiue displays ihc
manufacture and work capabili
ties ot three Caterpillar Diesel
Motor Graders, models 12, 112
and 212. Special stress is laid on
ihe design and engineering fea-
tures of ihe graders. Copies of the
film have been distributed to Cat-
erpillar dealers throughout the
United States and abroad.
Sarra Produces Second Color Film
in Blue Bell Sales Series
♦ Design fur Sales, a sound slide-
lilni in full color, has just been
produced by Sarra, Inc., for Blue
Bill, Inc., one of the largest
iiiamilacliuers of work garments
in the country. The second in a
scries of sales promotion slide-
films, the new production reviews
the company's complete line of
work clothes and gives a thorough
picture of the quality to be foiuid
in each garment. Production de-
tails were handled through N. VV.
.\\er and Sons, Inc. The first
slidefilm in this Sarra-produced
Blue Bell series was the 20-minute
color and sound Music lo Your
Ears.
Sherman Plan, Inc. to Produce Film
on Veterans Convention in Miami
♦ Sherman Plan, Inc., Washing-
ton, D. C. film company, will pro-
duce a motion picture based on
the forth-coming Veterans of For-
eign Wars convcniion. scheduled
to be held in Miami this August,
according to a contract signed by
officials of the two organizations.
The sound motion picture is to
be in full color and national dis-
tribution will be handled by the
VFW Film Distribution Service.
Al Sherman, president of the film
production firm, is negotiating
with a national advertiser to spon-
sor the film. Sherman was the re-
cent producer of Inaugural Story,
the film of the Truman Inaugura-
tion ceremonies which took place
earlier this vear.
GUIDEDf /i.A/1 ^ISSILES-
• What ever
your target
may be.. More
Sales..Faster Job
Training or Better
Public Relations our
planned Visual Programs
assure accurate results . . .
'^s
RocKETT Pictures, Inc.
CREATORS OF
HEALTH & WELFARE FILMS
New Health Film by Cutter Labs
Shows "Communicable Diseases"
♦ CoiiiiiniiiK fihle Disetrse.s is the
latest film prepared Ijy the Cut-
ter Laboratories of Berkeley,
Calif. Produced in full color and
sound, the 35-minuic motion pic-
GUIDED ^a*H MISSILES
FOR NEARLY A QUARTER OF A CENTURY
6063 Sunset Blvd. • Hollywood, Calif.
EXFF.RT Counsel b\ ]. C. (■*':;'' cm/''/
helped Moss film technicians Virginia
Setland (left) and Jean Wagner (center)
make "Communicable Dtseases'\
ture presents the clinical mani-
festations, possible complications
and various immunizing agents ot
twelve diseases. The common dis-
eases covered include measles, ru-
bella, scarlet fever, chickenpox,
smallpox, meningitis, typhus, po-
liomyelitis, infectious mononu-
cleosis, tetanus, pertussis and
diphtheria.
The entire motion picture was
filmed in the isolation wards of
California hospitals. Examples of
some of the diseases have rarely,
if ever before, been recorded on
film.
Designed especially for the
medical profession. Communica-
ble Diseases is available from
Cutter for showings to any pro-
fessional or civic health group.
Film Helps New York Fund Drive
♦ The Greater New ^ork Fund's
current drive for $8,000,000 is cen-
tered around a 10-ininute motion
picture, One Out of Three. Pro-
duced by RKO Pathe, the film
features James Cagney and John
D. Rockefeller III. In the film,
Cagney surveys the activities of
some of the agencies benefited by
the Fund. Meanwhile, Rockefeller
shoivs how the money collected
helps the Fund support its many
hospitals, neighborhood houses,
boys' clubs, summer camps, homes
for the aged and other social agen-
cies—423 in all. which now help
nearly 3,000,000 people every year,
one out of every three New York-
ers. The film will be shown in the
New York area for the duration
of the campaign, which ends on
June 11.
CARE Packages Are Focal Point
of Picture, "A Letter of Thanks"
♦ Ihe story ot a Care package-
that is --f Letter of Thanks, 20-
36
USINESS SCREEN MAGAZINE
minute documentary film spon-
sored and distributed by tlie Co-
OPERATIVt FOR AmIlRICAN REMIT-
TANCES TO EtROPE. Inc. The fibn
portravs the happiness a Care
package of food and clotlies gives
to the donors, a tvpical group of
American school diikhen. as well
as to the receivers, ill-fed and ill-
clothed people of war-ravaged
Europe. Conditions under which
modern Europeans must eke out
an existence are shown, as well
as a gooil deal of the administra-
tive work being done by Care in
its campaign of mercy and charity.
A Letter of Thanks is available
free of charge in 16mm or 35nnn
for showings before civic, school,
church and business organizations.
Requests should be addressed to
Care Film Unit. 50 Broad St..
New York 4.
OUTDOOR LIFE & SPORTS
Story of Quetico-Superior Area Told
in "Wilderness Canoe Country"
♦ Since its release in December.
Wilderness Canoe Country, spon-
sored b\ the President's Commit-
tee ON THE QlETICO-SlPERIOR
Are-\, has already sold 200 prints.
Produced by Grant Halladay
through Colburn Laboratories, the
30-rainute color and sound film is
designed to promote the establish-
ment of an international peace
memorial forest in the Quetico-
Superior region, which lies on the
Minnesota-Ontario border.
In covering the historical back-
ground of the area, the film em-
phasizes the effect of the airplane
on the wilderness character of the
country. Plot of the picture cen-
liJluf not lei me c^uoie
ip44. (Ml ifoun, i^e^ jfidL
cala^. i<%H*id mcttion
piciune?
Scun.
P.S. U/e pAoduce- e^-
ceUeiii yimi. 0*1 mad&ii
lutdcfei^..
SAM ORLEANS
AND ASSOCIATES, INC.
(llSlcricklldg lllW.Cu
Phone 37-SIOO
Phone 3-909(
TENNESSEE
tei"5 around a canoe trip in which
a native of the Quetico area points
out to his son ways in which mod-
ern civilization has changed the
wilderness.
Distribution of Wilderness Ca-
noe Country is being handled by
Ideal Pictures Corporation and
the National Film Board of Can-
ada. Paul Harvey, well-known ra-
dio news commentator, did the
film's narration, while Porter
Heaps furnished the organ back-
ground.
"Welcome Neighbor" Is Film Bid
to Visit Canadian Vacation Spots
♦ The N.\tional Film Bo.\rd of
Can.\da has timed the release of
its newest tourist industry film.
Welcome Xeighbor, to coincide
with Canada's annual Tourist
Service Week, scheduled to be
held the first week in May. Part
of the Canada Carries On series,
the 10-minute film visits a number
of the country's choice vacation
spots.
The picture also pokes some
innocent fun at a few of the offen-
sive things a tourist in Canada
must put up with, primarily in-
efficient restaurant service and bad
side roads. However, the film
stresses that tourists especially ap
predate a friendly attitude on the
part of natives, and points out
that Canadians make a special
effort to be courteous and friendly
to visitors.
Western Solf Association Picture
"Honor Caddie" Aids College Fund
♦ Pictorial Prodlctions, Holh-
wood. has recently completed a
picture for the Western Golf
Assn., called Honor Caddie. The
20-minute Kodachrome film which
features Bing Crosby, Bob Hope,
and most of the major golf cham-
pions of the country, was filmed
at a recent west coast tournament.
The picture will be rented to
golf clubs and to interested groups
around the countrv. and proceeds
from it will go to the Chick Evans
Scholarship Foundation, which
was established to make a college
education possible for deserving
caddies.
Browns' Football Film Keeps Moving
♦ Not all of the action in the
Cleveland Browns football organi-
zation takes place on the gridiron.
The Browns' front office is having
a hard time keeping up with de-
mands for their new promotional
film, produced in sound and color
—the regional audience demand to
see the three-time champions of
the All-.America Conference on
film is that great.
RESPONSIBILITY IS
HERE IN TV FILMS
..,at Video Varieties it's Dndivided
from script to finislied print
THE most needed element in
television film production is
the responsibility of the pro-
ducer.
That's why Video Vorieties
puts such emphasis on respon-
sibility. We hove mode sure
that there is adequate experi-
ence, enough trained man-
power, sufficient capital, and
the modern facilities neces-
sary to provide undivided
responsibility for every detail
of any film you may require,
from script to finished print.
Thafs why we have direc-
tors, script writers, set-
designers and constructors.
comeramen, sound and studio
technicians, and editors on our
own payroll.
Thot's why we own and
operate 17-year old West
Coast Sound Studios with its
experienced manpower and
complete focilities.
From this background, we
solicit your inquiry regarding
any film production you moy
hove in mind. Our executive
and soles offices are at 41
East 50th St., and our studios
at 510 West 57th St., New
York. Pleose phone MUrroy
Hill 8-1162, write, wire or coll
in person.
VIDEO VARIETIES CORPORATION
RESPONSIBILITY
MEANS BETTER
FILMS
On Estimates
and Schedules
On Script and
Casting
On Set Design and
Construction
On Direction and
Supervision
On Editing and Print
Delivery , .
,. DOUBLE CHECKS
RESPONSIBILITY
41 EAST 50TH ST., NEW YORK 22, N. Y,
'it<Jimniin
FOR ;4ccun^ite color control
IN FILM PRODUCTION
Olle Comstedf,
A. S.C. interna
lionally known
color enpert, ii
thown using his
Spectra on sel
of his recent
industrial films.
Ll-t'i----,
>
SPECTRA THE FIRST DIRECT
COLOR temperature METER
fOR (NJTANT . . . D/R£CT COIOR HMPf RATORE
READfNGS oi BOTH NATURAL and ARTfFlCfAL UGHT
Now a color lemperature meter that, for the first time,
eliminates the chance of human error. The Spectra is
absolutely accurate, featuring an extra sensitive photo-
electric cell, yet is as simple to use as an exposure meter.
Point it at the light source, touch the trigger, and the
needle registers the color temperature within a 100
Kelvin. Proper correaion filters are imme-
diately indicated for the perfect exposure ac-
cording to color balance of film used. Tested ^s^.
and proven by industrial and educational pic- ft^^^,
ture producers who lead in color produaion. '^^ I;
PHOTO RESEARCH CORPORAHON
1S024 Devonshire Street, Son Fernando, ColHornio
I
NUMBER 3
VOLUME
37
Men who make
LAWTON NAMED GENERAL
KiRKK B. Lawton (light above)
(oiiuiiissioiifd brigadier-gciiernl.
Col. Lawton of Army Pictorial
Service Is Promoted to Brig. General
♦ W'Ikii I'rcsiilciit riiinian au
thori^ed the recent promotion ol
Col. Kirke B. Lawton to briga-
dier general, he recognized not
only the merits of an individual,
but also the importance o£ photog-
raphy in national defense. For it
was Lawton who guided Army
Pictorial Service during the latter
phases ot its World War 11 expan-
sion program and coordinated
photographic coverage in the Eu-
ropean theater of operations.
Shortly after he became head of
Army Pictorial Service in 1942,
Lawton recruited top technicians
in the film industry lor the pro-
duction o£ training and informa-
tion films. He also established the
Signal Corps Photographic Center
on Long Island. Today the cen-
ter's libraries arc stocked with ap-
proximately 40,000,000 feet of mo-
tion picture film, among them,
2,650 training films. In the Long
Island production center, the Sig-
nal Corps now is able to make
virtually all its own pictures.
"The Inaugural Story" Is Cited in
Congres'l Record by Rep. Blatnik
♦ Representative John A. Blat-
nik (D., Minn.) accorded The
Inaugural Story high tribute when
he described it in the Congres-
sional Record of March 23 as a
"vivid and stirring picture of de-
mocracy as it is practiced in our
great nation." Produced by Sher-
man Plan, Inc., the film has the
distinction of being the first color
and sound motion picture ever to
record a presidential inaugura-
tion.
Rep. Blatnik, who was a school
teacher and administrator in Min-
nesota before he entered public
life, further stated that The In-
augural Story "deserves a promi-
nent position in the film libraries
of American schools and groups.
mtm^
George Finch of Jam Handy Talks
on Selling Power of Motion Pictures
♦ George B. Finch, vice-presi-
dent in charge of sales for the
Jam Handy Organization, em-
phasized the selling power of mo-
lion pictures in a talk before the
Maryland Industrial Marketers.
.After pointing out that sensory
perception is 80 per cent visual.
Finch cited the example of Sonja
Henie. Ice skate sales soared to
new records soon after the Olvni
pic ice skating star appeared in
her first film.
At a meeting of ihe Miami
\',dk\ Industrial Marketers,
Finih talked on "Motion Picune
Boners". He illustrated his talk
with induslrial and educational
films produced by Jam Handy.
TALKS TO AD-CLUBBERS
Gio.iot biMH nit III /«//. s lo
lid itiibs ixpUnii liinnifsi fihtii.
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LESLIE ROUSH
PRODUCTIONS, INC.
119 W. 57th St., New York 19, N. Y.
iiiiiiiiiiittiiiiiir
Uiiiiiiiiniiiiiiiiiiii
iiiiiniiiiiiiiiiiiiiiii?
PRODUCERS OF
MOTION PICTURES
FOR INSTITUTIONAL.
PUBLIC RELATIONS
AND EDUCATIONAL
PURPOSES
iiiiiiiiiiniE
LESLIE M. ROUSH JULES K. SINDIC
EAST COAST PRODUCTION
Frederic House Moves to New Site
♦ To keep up with the company's
rapid expansion, Frederic House,
Inc., visual education firm, has
moved into new quarters at 351
W. 48th Street, New York 19. All
present facilities and several new
departments will be located in the
new Frederic House Building.
Pathescope Moves Creative Staffs
♦ 1 he writing and creative staffs
of the Pathesc;ope Company of
America have been moved into
new offices on the tenth Hoor of
the building at 580 Fifth Ave.,
New York 19. Pathescope produces
industrial and training motion
pictines as well as television com-
nieicials.
Lalley Joins Princeton Film Center
♦ )ohn B. Lalley. former execu-
live for RCA Victor, has been ap-
pointed director of public rela-
tions for the Princeton Film
Center. He will be in charge of
advertising, sales promotion and
publicity. Formerly, Lalley was
on the advertising staff of RCA
Victor.
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iiiiiiiiiiiiiiiiiiiiiinitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihis
Miriam McGrath
Miriam McGrath Joins Granducci
♦ Miriam McGrath, a former
script writer for the Training
Films Division of Naval Photo-
graphic Center, has joined the
staff of Scripts By Oeveste Gran-
ducci, Washington film writing or-
ganization. During her three years
with the Navy, Miss McGrath
wrote more than 30 recruiting and
public inlormation films. She also
has done radio and publicity writ-
ing for ABC and CBS.
Setts to Public Health Service
♦ Wii.LiA.M Bi;ris, well-known as
a creative writer-director of busi-
ness films, has joined the U.S.
Public Health Service as a film
project supervisor.
38
BUSINESS SCREEN MAGAZINE
MIDWESTERN NEWSREEL
James E. Darm
Wilding Opens St. Louis Office
♦ Wu.uiNo I'lciLRE Proulciions,
Inc., has announced the opening
of a new sales office in St. Louis to
ser\c their many clients in that
area. In cliarge of the office is
James E. Darst, a native of that
city, who has long been prominent
in local ne\vspaper, public rela-
tions and sales circles.
J. O. Wilson, Eastern Studio Exec.
Joins Florez in Expansion Move
♦ .\s part of a current expansion
program, Florez, I.nc, promo-
tional and training specialists.
ha\ e added two men to their staff.
J. O. \ViLso.\, former \ice-presi-
dent of Caravel Films, Inc., is
new senior account executive,
wfiile ^\'ali.\ce Swan son was
added to the editorial staff.
Wilson was associated with Car-
Type Titles
... a small item in the
cost, but a big factor in
the appearance of the
' finished production.
THE KNIGHT STUDIO
341 EAST OHIO STBEET ■ CHICAGO 11
.iM 1 for eight years, his last posi-
(ioii being head of the commer-
cial Him producer's Detroit office.
Formerly. Swanson was a partner
in William .Scott .Associates, De-
troit merchandising counselors.
WESTERN ROUND-XTp
Dunn-Williams Productions Formed
♦ Dl'NN-WlLLIAMS ProDICIIONS is
the newest film production firm
to be established with an eye to-
ward both regular and television
films. The company was formed
as a partnership with Linwood
DiNN, special effects cameraman,
furnishing production facilities
and serving as technical advisor,
and El.mo Willi.ams, film editor,
taking acti\e charge of the new
organization. Both men are former
RKO studio technicians.
Dan Miller Opens Own Studio
♦ D.AN .Miller, studio animation
cameraman for the past ten \ears,
has established an animation pho-
tograph\ and slidefilm copying
service for producers, under his
own name, at 9853 East Drive,
Bexerlv Hills, California. He has
done extensive work for the
Armed Forces and for U.S. Pub-
lic Health Ser\ice, among others.
Using speciallv-de\ eloped crane
equipment. Miller will provide
both 1 6mm and 35mm animation
photography, in either black and
white or color. Slidefdm copying
is available with either Standard
or .\cademy aperture, on either
black and white or color film from
prints or transparencies not small-
er than 4 by 5 inches. Firm is
also set up to handle any type of
title work.
Sutherland Active in Field
♦ [uHN St therland Productions,
Holhwood, has recentlv com-
pleted Television and Theater ad-
vertising shorts for the following
companies: Ford >fotor CompaiiN,
|. Walter Thompson .\genc\:
Goodyear Rubber Company.
Young & Rubicam .Agency; Kel-
logg, X. W. .\yer .Agency; and
General Electric.
OPTICAL PRINTING • TITLES • ANIMATION
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
of
Specialized lens
mountings and
equipment for
16mm & 35mm
cameras
Animation Equipment
MOTORS for
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John Clemens — Erwin Harwood
NATIONAL CINE EQUIPMENT^
INC.
20 WEST 22nd ST., NEW YORK 10. N.Y.
RENTALS — SALES
— SERVICE
Eyemo, Mitchell,
Bell & Howell, Wall.
Cine Special Cameras
Bausch & Lomb
; "Baltar" lenses and
others for Motion
Picture Cameras
Excellent equipment plus experienced personnel are com-
bined to give you quality optical printing and title service.
BLACK AND WHITE - KODACHROME - ANSCO COLOR
TWO COLOR AND THREE COLOR SEPARATION NEGATIVES
Optical Printing
Effects
Titles
16mm fo 16mm
Fades
16mm or 35mm
16mm to 35mm
Wipes
Trailers
35mm to 35mm
Dissolves
Animation
35mm »o 16mm
Zooms
Montages
Slide film masters
CINEMA RESEARCH CORP.
7000 Romaine Street, Hollywood 38, Calif.
Phone HO 9-4646
Harold A. Scheib, Pres.
r.,<"\ir^'^'^°"
AT BETTER
OEAiERs evegywHiKE
NUMBER 3
VOLUME 10 • 1949
39
News of Production and Services
C;\kDlN\L Sl'l.LLMAX iii^l'i abovf) If'
cfritl\ alffffined in a Hartky-produced
tfUvisk'fi shot I. fS/^))v hf•ln^t'.}
Wide Range of Video Pictures
♦ Hartllv Productions' six ton
"studio-on-wheels" was used in
lilniing ihiee series of television
spots last month. Catholic Chari-
ties' one minme shorts featured
Cardinal Spelhnan and fanioiis
personalities of show business in
an appeal for funds. Personal
Finance Company used a test cam-
paign on most New York stations
showing one of the company's of-
fices and situations illustrating the
friendly loan service therein.
Esquire Novelty Company used a
series of commercials on its Pony
Boy Holster Set over W,\TV,
Newark.
16mm Producer Specializes in Films
for Photographers' & Camera Clubs
♦ Ekvl.n )ouri)AN has organized a
new IGinm film production firm
for the express purpose of servic-
ing interested camera clubs antl
photographers' associations with a
monthh newsfilm. Photofilms.
Inc., evolved out of a national
smvey of camera clubs by Jour-
dan, who wanted to find out
whether there was enough inteiest
in a caniera-club-film-a-month
plan to make a special ])rodiKti<)n
venture feasible. Ol tlie 1,(100
clubs contacted, more than 700
responded within the first three
weeks, all cnthusiasticallv request-
ing subscriptions.
In order to keep the subscrip-
tion price within the reach of
every camera club, )ourdan is
opening a small portion of each
film to adxertisers of photographic
equipment and supplies.
The function of the monilily
"motion picture magazine" is to
stimulate interest in camera club
meetings, to provide material Inr
disciLssion, to keep up-to-date on
new de\elopments, to gi\e instruc-
tion oir proper camera techniques,
and to show how exjiert photog-
raphers get their eflects. Among
the editorial and educational lea-
turcs in the first lilni are a \isit
with Edward Weston, well-known
photographer, a graphic discus-
sion of ,\merican lenses, and a
demonstration at RKO studios ol
lighting technitiues employed by
Ernest Bachrach.
7 he office and studio of Photo-
films, Inc., are located at 422 .S.
Western .\\e., Los .Angeles 5,
CInecolor Lowers Printing Prices;
Offers New Economy Developments
* The CiNECOLOR management
has announced that effective im-
mediately the price on normal
(piantity release printing is scaled
downward to a new low of 41/9
cents per foot. The new price,
which applies to Cinecolor domes-
tic two-color printing on photog-
raphy, is a reduction of approxi-
mately 26.2% from the current
release printing price of 6.0976
cents per foot, which included
waste charge. Three-color process-
ing takes a corresponding dip to
5 cents per foot with no waste
charge.
Cinecolor officers pointed out
that the new price reduction in
domestic release printing is in
line with the stated company pol-
icy of effecting savings to its cus-
tomers wherever possible. In re-
cent months, the company has
adapted a latensification process
which makes it possible for pro-
ducers to save up to 50% on their
lighting costs. Other new devel-
opments by Cinecolor include a
1000 foot bi-pack magazine which
along with new laboratory tech-
niques has materially lowered
other Cinecolor pioduction costs
to producers.
"Strange As It Seems" Film Series
Now Available From CBS for TV
♦ Dynasty Films' Strange As It
Seems film series is now available
for televisioir from CBS-TV. The
eight fihns present legends, events
and personalities whose unusual
aspects have not onlv contributed
to a fuller understanding of his-
torv, but also made a definite im-
pression on modern civilization.
Post Pictures retains the series'
16inm distribution rights.
A & P • ADMIRAL • AMERICAN KITCHENS ■ ANACIN
BALLANTINE • BENDIX • BLUE BEU • BRIGGS - BULOVA
A.B.DICK • GE • HEINZ • HOUSEHOLD FINAN<X • JEWEL TEA
KAISER-FRAZER • KIMSUL • KOLYNOS • LUCKY STRIKE
LUSTRE-CREME • NATIONAL SAFETY COUNCIL • ORANGE-CRUSH
PHILCO • SEARS ■ SHERWIN-WILLIAMS • SWIFT
STANDARD OIL UNDIANAI • U.S. PLYWOOD
WHIZ MOTOR PRODU
%MN\n
«aBtSS
\a4W^
N»w York • Chicago • Hollywood
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
New Slidefilm Service Is Offered
by Microfilm Company of California
♦ The Microfilm Company of
Califor.\ia has announced a new
slidefilm service. It now offers
ultra high resolution master-neg-
atives and microfilm prints at the
same prices charged for ordinary
work. Cyril Mipass, Los .\ngeles
photographer and film technician,
is head of the new department.
The home office and laboratories
of the company are located in the
F. W. Braun Building in Los An-
geles.
Cinema Research Corporation Prints
13-Reel Indian Feature Picture
♦ The Cinema Research Corp.,
Hollywood optical printing spe-
cialists, have recently completed
II prints of a 13 reel feature pic-
ture in color made in India. The
picture was blown up from 16nim
Kodachrome to 35mm .Ansco Col-
or. It was made by Bahvnani Pro-
ductions, Bombay, India, and is
the first feature picture ever to be
made in India in color. It will be
released in India through Western
India Theaters. Cinema Research
Corp. also filmed the main title
and rerecorded the sound for the
film.
Screen Adette Reorganizes Staff
♦ In an effort to extend its West
Coast coverage of audio-\ isual
equipment dealers. Screen Ad-
EiTE Equipment Corporation has
completely reorganized its sales
staff. Company representatives
working in Oregon, Washington,
Idaho and Montana will now be
under the personal super\ ision ol
MtRRiMAN H. Holtz, president
of the company. Turner B. Shel-
TON, vice-president, will take
charge of the southern staff.
Cinecolor Lab Facilities in England
♦ .\ new long-term agreement,
reached by Cinecolor Corpora-
tion and Radiant Films, Ltd.,
now gives Cinecolor complete lab-
oratory and photographic facili-
ties in England. The .American
concern will use the British labo-
ratory to process release prints for
European consumption from
.American-made negatives. In ad-
dition, producers will be able to
originate photography in England
with Cinecolor cameras and tech-
nicians. On these productions,
American release prints will be
made in the llniled States.
University Film Production Up
♦ Increasing production ol edu-
lational films with local and re-
gional content is reported among
ihirteen active college and univer-
sity film production centers in the
United States.
40
BUSINESS SCREEN MAGAZINE
Percy Tells B&H Employees Financial
Status of Firm at Family Night
♦ Ai the Bill K: Hoxvi i L Com-
pany's annual Fainilv \ijjhl, held
this month in Roosevelt High
School audi toi iiun. Chicago.
Charles H. Percy. 29-vear old
head of the firm, gaxe a report on
the financial slate of the companv.
Two thousand B&H employees,
lo.geiher with their families and
friends, heard their president ex-
plain the companx's policies and
operations during 1948. Percy's ac-
tion stemmed from his belief that
the men and women who devote
the best years of their lives to the
companv have as much of an in-
vestment and interest in the wel-
fare of Bell & Howell as the stock-
holders.
.After explaining that "profits
are a necessary cost of business
which enable us to maintain and
enlarge our facilities and repav
those who trust us with their hard
earned savings," Percy opened the
books and showed his audience
that company profits amounted to
slightlv more than 61,4 per cent
on the actual sales of B&H prod-
ucts. He added, fiowever. that
these profits were made during a
year in which the seller's market
reigned supreme, a condition
which has changed in recent
months.
During his talk on profits, Per-
cy said, "I think there is not one
among us who does not under-
stand the inseparable connection
between profits, better job oppor-
tunities and a higher degree of
job security."
,-\ one-hour show by Bell & Ho-
well talent preceded Percvs talk
at the company affair.
* * *
SMPE Appoints Television Engineer
to a Major Executive Position
♦ For the first time in its historv,
the Society of .Motion Picture
E.NGiNEERs has appointed a tele-
vision engineer to a major execu-
tive post. William B. Lodge, vice-
president in charge of engineering
for CBS, was named to fill a va-
cancy existing on SMPE's board
of governors.
In making the announcement,
E.\RL I. Sponable, SMPE presi-
dent, said, "I feel because of the
equivalence of motion pictures
and television that this is the first
in a series of steps to help SMPE
examine more closelv the prob-
lems of television, with an eve to-
ward improvement of technical fa-
cilities, data and information lead-
ing to standardization which will
benefit both industries."
Business Screen
tmm
Reeves Enlarges Holdings in Communications Field
♦ Reeves Soindcraft Corpor.\-
rio.N, one of several companies
(including Ree\ esoimd Co., Reev-
es Sound Studios, etc.) under the
overall direction of Haz.\re> E.
Reeves, last month accpiired con-
trol of the Tele-\'ideo Corp.. Bace
Television Corp., .\irdesign. Inc.
and Light -Metals Corp.
Tele-\'ideo Corporation manu-
factures a Picturecraft television
receiving set capable of projecting
a television picture of any size up
to 7 by 9 feet, making it particu-
larly suitable for use bv hotels,
schools, clubs and industrial or-
ganizations.
Bace Telev ision Corporation, of
Hackensack, Xew Jersey, manu-
factures a high qualit\ direct \ iew
15 inch receiver designed with a
lemote control capable of tuning
a series of screens from the same
control. This system is suitable for
hotels, schools and similar instal-
lations where multiple screens are
required from the same central
control.
.\irdesign. Inc. makes complex
electronic items, including high
quality audio equipment, preci-
sion components for television and
radio and automatic machine con-
trols.
Light Metals Corporation turns
out a wide variety of aluminum
stampings.
The new plants in the Reeves
family of companies are located at
L'pper Darby, Pa.: .\llentown. Pa.;
Hackensack, X. J.: Louisville, Ky.;
and New York City. .All opera-
t i o n s including marketing
through more than 200 distribu-
Hazard E. Reeves . . . cnlcrpmc
hicreast's scope of his scn'ices.
tors, will be coordinated at the
central offices of Reeves Sound-
craft Corporation, 10 East 52nd
Street.
Paul Weathers will continue to
direct the activities of Tele-Video
Corporation, .Albert C. Travis, Jr.
will be in charge of sales, Edwin B.
Conklin. Jr. will be treasurer and
overall policies will be under the
direction of Hazard E. Reeves.
United World Moves Home Office
♦ The home office of L'mted
World Films, Inc., was moved to
1445 Park Ave., Xew York 29.
United's Chicago exchange also
moved; it is now located at 550
S. Dearborn St., Chicago 5. Ad-
dresses of the Xew York and Hol-
lywood exchanges remain the
same for this concern.
El(.f\e Orm AMn AND THE Phil \DFLi'HiA ORCHESTRA at u'ork in otic of tlif typical
Reeves Sound studios, Xew York, recording the heralded musical score by I'ii-gil
Thompson for Flaherty's "Louisiana Story."
Victor Opens New Iowa Plant to
Employees' Families, Distributors
♦ \k,tor .A.mmatocraph Corpo-
KAiioN will publicly oi)en its new
M, 5(10,000 plant at Davenport,
Iowa, with an open house visit for
all employees and their families.
Production in the ultra-modern
|)lant began last November, and
office forces moved into their new
quarters in March.
.According to Sam G. Rose, presi-
dent of \'ictor .Animatograph. the
firm will hold a national meeting
of all its distributors on June 13-
14-15. First da\'s sessions will be
conducted in the new plant, after
which the distributors will tour
the company's new manufactur-
ing facilities.
Hargrave of Eastman Elected to
Board of Military Photo Unit
♦ Thomas J. Hargrave, president
of Eastman Kodak Compa.w, has
been elected to a four-year term
as a V ice-president and member of
the board of directors of the
.Armed Forces Communications
.Association. Purpose of the associ-
ation is "to assist military sen-
ices toward maintaining the best
in communications and photogra-
phy" as part of the nation's pre-
paredness. David Sar.\off, of
RCA. is president of the associa-
tion; S. H. Sherrill. a retired
brigadier general, is executive di-
rector.
West. Elec. Appoints P. L. Palmerton
Acting Director of Public Relations
♦ Pail L. Palmlrton has been
appointed acting director of pub-
lic relations for the Wester.n Elec-
tric CoMPA.NY, manufacturing
and supph unit of the Bell System.
Former publisher of Rubber .Age,
Palmerton joined ^Vestern Elec-
tric in 1929. Since then, he has
served as radio merchandise man-
ager, assistant manager of the com-
pany's radio division, assistant to
the president, and comptroller of
the company's purchasing and
traffic division.
Engagement of Lincoln V. Burrows,
Victor Executive, Is Announced
♦ 01 interest to manv persons
in the audio-visual field is the re-
cent annoimceraent bv Mrs. Eu-
gene Walsh of Davenport. la., of
the engagement of her daughter,
Mary Jane, to Llncoln \'. Bur-
rows, vice-president and general
sales manager of Vtctor .Animato-
GR.VPH CorPOR.\TION. •
NUMBER 3
VOLUME 10 • 1949
41
NEWS OF PICTURES AND PROMOTION
C. E. i,Doc) Laffmr. ruu-iy-i-lfcted
president of the American Society of
Training Directors (center) is congratu-
lated nn his new honors by Ralph Cat-
tell (left) and Jack Rheinstrom (right)
Wilding Picture Productions' vice-presi-
dents, "at the recent Cleveland conven-
tion of the organization.
♦ One of ihc highlights of the re-
cent Fifth Annual Conference of
the American Society of Training
Directors was the address deli\-
ered by Ralph Cattell, vice-
president of \ViLDiNG Picture Pro-
ductions, Inc., Detroit.
Mr. Cattell, speaking during
that portion of the program de-
voted to the audio-visual media,
outlined a formula which can be
follo\\ed in determining a proper
film program for a large industry.
Of particular interest to those
in attendance were his remarks
about the care which should be
exercised in properly analyzing
the problem or problems to be
corrected by the use of films be-
fore establishing the film require-
ments of an\ given organization.
New McLaren Film to be Previewed
at Central Section Meet of SMPE
♦ The U. S. premiere of Be Gone,
Dull Care, a new visible music film
by Norman McLaren of the Na-
tional Film Board of Canada, will
highlight the Central Section
meeting of the Society of Motion
Picture Engineers in Toledo on
June 10. During the afternoon
session, papers to be delivered in-
clude "University Productions in
16mm" bv Professor R. \V. ^VAG-
ner of Ohio State University, and
"A Precision Lens Testing Cam-
era" bv W. La Rue Jr. of the Bell
S: Howell Company.
Film Research Associates Schedule
Forums on Personnel Training, Labor
♦ The Wednesday iilm lonuii ses-
sions of Film Research As.soci-
ates during the month of May
will deal with the analvsis and
evaluation of films on personnel
training and development. June
meetings will be devoted to films
on labor-management relations.
All FR.A. film forums are held on
Wednesdays from 5; 30 to 7:30
p.m. at 13.5 W. 52nd Street, N. Y.
42
Automatic Projection Corporation
Names District Sales Representation
♦ With better service as a sales
cbjcctive, .\utomatic Projector
CoRroR.ATioN announced the ap-
pointment of Orlin Cousino and
Robert Rubin as district sales rep-
resentatives. From his office at
168G(5 Garfield, Detroit 19, Cou-
sino will cover the states of Mich-
ioan and Ohio. Rubin will take
care of company business in the
eastern seaboard states from the
firm's home office at 19 \V. 44th
St.. New York 18.
The company's Chicago office,
located in the Hotel Sherry, 1725
E. 53rd St.. will be manned by
Walter Gordon. From now on
his territory will include Illinois,
Indiana, AVisconsin and Minne-
sota in the midwest.
Screen Advertising Analyied in Talk
by Fleischer and Robins of JHO
^ Max Fleischer and Russ Rob-
ins of the Jam Handy Organiza-
tion, discussed "Sponsored Enter-
tainment Shorts" at last month's
meeting of the Dayton Ad Club.
They especially delved into the
uses, problems and potentialities
ol screen advertising, televisual as
well as theatrical.
Fleischer, staff specialist in tele-
vision and director of animated
cartoons for Jam Handy, is the
well known creator of film person-
alities for Superman, Popeye, Bet-
ty Boop and Koko the Klown. He
is also author of several articles
and the book, "Noah's Shoes".
Robins, Jam Handy account exec-
utive, specializes in dealer devel-
opment work and sales promotion.
New York
KODACHROME COMMERCIAL
SUBJECT NOW WORKING IN
EUROPE, HFRICA ^
AND THE HEAR EaW
FOR ^
RlKCAK^RlCAK mma AIRWAYS
ATIAMTIC DIVISION
euL^.
WALTON BUIIDIN* - ATIANU 3. «IOR«IA
MOTION PICTURES • EQUIPMENT
HICH FIDELITY DISC
AND FILM RECORDINC
B U
Scene in CE slidejihn
General Electric Sponsors Slidefilm
on Industrial Heating by Electricity
♦ ,\ 25-minule sound slidefilm,
fjeal— Where You Want It, and
fi\e booklets make up General
Electric Company's twelfth pro-
gram package on industrial heat-
ing. The series, More Power to
America, is designed to show how
heat, when properly applied, can
help industry increase produc-
tion, design better equipment and
improve product quality.
The slidefilm explains how elec-
tric heating can be built into va-
rious kinds of industrial machines
and equipment for heating liq-
uids, surfaces, pipelines, process
air and soft metals. Using the
case history technique, the film
shows ho^v compact heaters have
been installed in a wide range of
equipment from food-packaging
machines to stereotvpe-melting
pots. Special emphasis is placed
on the benefits of these "built-in"
electric heaters - reduced opera-
tional costs, minimum mainte-
nance expense, more efficient op-
eration, and impro\ed working
conditions.
The slidefilm and booklets, as
well as other More Power to
America programs, are available
from General Electric, Schenec-
tadv 5, N.Y.
Sarra Produces Slidefilm History
of Jewel's Home Service Unit
♦ Tradint:, Wtlh a Friend, 15-inin-
ute slidefilm in color, has just
been released by the Jewel Tea
C'.ompanv. Produced by Sarra,
Inc., the film shows how Jewel's
home service organization devel-
oped from a small, one-man opera-
tion at the turn of the century
into one of the largest sales groups
of its kind in the country. Espe-
cially stressed in this history of
industrial growth and expansion
is the point that the organization
still has the warm, personal appeal
that contributed so much to its
success.
Jewel is currently distributing
the slidefilm to local community
groups. A print may be obtained
by writing to the companv at Bar-
rington, Illinois.
SINESS SCREEN MAGAZINE
Radiant Screen Names S. Jacob
as New Midwestern Sales Manager
♦ Radiant Manufacturing Com-
pany appointed Seymour Jacob
their new Midwest district sales
manager. A \eteran of se\enteen
years in the photographic field.
Jacob will be in charge of mer-
chandising and selling Radiant
screens and equipment in the cen-
tral states.
Filmeffects' Chinese Color Feature
♦ FlLMtFFECTS OF HOLLYWOOD.
optical printing specialists, have
recently completed the blow up of
a feature length Chinese picture
from 16nnn .\nsco to 35mni .\nsco
Color. The film. Wedding nt a
Dream, is thought to be the first
Chinese feature film in color. The
work was done for Suez Chen, the
representative for the Hong Kong
Movie agency, which will distrib-
ute the film in China.
I6mm. F;lm — 400 to 2000 Reels
Protect your tilms
Ship in FIBERBILT CASES
Sold at leading dealers
B&H Announces "Five-Year Plan"
and Releases Profit Statistics
♦ Bill .^- IIowLLL Co.MPA.sv an
nounced a "five-year plan" dc
signed to widen present markei>
as well as to create new ones in to-
day's changing economic atmos-
phere. The plan was presented to
dealers by Charles H. Percv .
B&H president, shorth before he
released hgures that showed Bell
& Howells net profit in 1948 was
51,527,431 after taxes, as com-
pared with §2,384,125 in 1947.
Total company sales last year
amounted to §17,608,553, two and
a half per cent lower than the rec-
ord peak reached in 1947. Stock-
holders received 5692,281 in divi-
dends at the rate of 51.25 per com-
mon share.
Natco Offers Sound Film Projectors
to Local Dodge Dealers at List Price
♦ Xatco, Inc., is trying out a new-
way to sell projectors. According
to an agreement made with the
Dodge Motor Car Company,
.\atco will sell its projectors to
Dodge dealers at list price. Mean-
while, Dodge agreed to send out a
mailing to its 4,000 dealers, rec-
ommending that they see their
local Natco dealer and take advan-
tage of the list price offer.
In discussing the agreement,
Ray Myerson of Natco said, "I've
heard about those national dis-
count deals at NAVED meetings
for two years, and this one is sei
up just as the dealers wanted it.
In the past, projector manufac
turers ha\e sold directly to motor
tar companies at a wholesale price
instead of working through pro
lector dealers. But we have con-
\ inced the management of Dodge
that Natco dealers can do a better
job of selling projectors to auto-
mobile agencies than could any
motor car manufacturer. .As a re-
sult, the dealer gets full normal
jjrofit on e\ery projector sold to
Dodge dealers. We are confident
our dealers will do such a tremen-
dous job with these prospects thai
manufacturers in other fields will
.tlso in\ite our dealers to sell pro
lectors directh to their agencies.'
Eastman Kodak Builds in Panama
for Tropical Photo Research Program
♦ Eastman Kodak Company has
built a modern two-storv building
ill Panama Cits and a jungle test
station on Barro Colorado Island
in Gatun Lake, a part of the Pan-
ama Canal, for the express pur-
pose of carrying on tropical re-
search in the field of photography.
r5E OCR BENDER SERVICE Bl'REAl'
lOR ALDIO V1SC\L 1\F0RM*T10N
ALL STEEL CABINET
• FIREPROOF • DUSTPROOF
. SIX DRAWERS
Accomodates filmstrips of various lengths
• HOLDS OVER 300 CANS
Takes I'/j" paper labeled lid cans com-
monly used for 35 MM strips.
. SIX ADJUSTABLE DIVIDERS IN
EACH DRAWER
Ed$r *o jep3'''3te drawer into divisions of
designed width,
• INDEXED
Two large indei card holders for each
drawer.
• OVERALL SIZE
15" wide, 12" deep, 13" high.
Illustrated MF-6
2x2 SLIDE FILE
Files readymounts, glass, etc., heavy gauge steel welded con-
struction throughout ... 5 drawers, instant selection. Overall
slie 15" wide; 12" deep; 13" high.
Olive-Grey enamel baked on. Pol-
ished chrome trim.
Model SP-5 holds 1250 slides (2500
readymounts)
Model SF 5S holds opproximotely
2500 slides (5000 readymounts)
Write for Illustrated
Literature
New
16mm Catalog
No. 17
Contai
ns Film Ca
binets *
Power
Rewinds •
Splicers
• Film
Cleaners
Proiec-
tion Ta
bles • Reels
• Cans •
Comp
ete Line
427 -WEST 42 ST. • PRODUCTS CORP. • NEW YORK.N.Y.
PRODUCTS .\ND SER\'ICES .\D\'ERT1SED I\ THESE PAGES
.\RE QU.ALITV LE.\DERS IN THE .\UDIO - VISU.\L FIELD
Model VP-2 illustrated oboye.
Model PT-16 Junior lize, 18%' wheelboie.
3049 E. GRAND BOULEVARD
MAKE ANY ROOM
A PROJECTION ROOM
with
"Roll-it"
The first projector table
equipped with brakes
Height 38" Wheels 4"
Length 30" Wheelbase 22'/!"
Width 16" Weight 32*
WRITE FOU
lUUSTKATH) FOLDIK 8- 12
'iCOAIPAify
DETROIT 2, MICHIGAN
NUMBER 3
VOLUME 10 • 1949
43
for price and quality
COMPCO
precision manufactured
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
See Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
HE WORLD
EVELOPSJ
WITH FONDA.
Cr*,ri
THAT'S (he title of the new
illustrated booklet giving
complete details of the Fonda
Film Developer. Shows how
Fonda has eliminated the film
slack problem. Write today for
your complimentarv copy.
Address: 2222 Pacific Highway,
San Diego 12, California
Fonda Film Processing
Equipment Division
J^f^^y ™WTj*^^y ^WW^^ .^^WMWBWB *TW^V^^^^[
STAINLESS PRODUCTS
San Diego 12, California
60 E. 42nd St.. New York 17, N. Y.
Medical Film Institute:
(CONTINUED FROM PAGE EIGHTEEN)
uhich will act in a consultant capacity. It will
pio\ide film producers with sexeral kinds of
consultant ser\ices, will help maintain stand-
ards of competency in medical films, botli as to
scientific content and film quality. Upon le-
quest it will make utilization estimates should
sponsors or producers wish to get an authori-
tative opinion concerning whether and in
what ways a proposed film would integrate
into a medical education program, be it pre-
clinical, post-graduate, professional or lay in
purpose. Under certain circumstances, the
MFI may elect to sponsor a film, but such oc-
casions are not expected to arise often, and
any films made by MFI would be strictly ex-
perimental productions.
The method of providing for the various
consultant services is simply that of engaging
specialists in the subject to be tackled. .An
example of the method is now in operation
at MFI as it proceeds with the fulfillment of a
contract awarded by the U.S. Department of
State requiring MFI to evaluate and select a
group of medical films of sufficient excellence
to be added to the list of USLS medical films
tor distribution abroad. MFI is commission-
ing both film experts and medical specialists
to review recent releases, thereby insuring that
the films recommended to the State Depart-
ment will be medically sound as well as up to
par picture-wise.
ExA,\iPi,E OF International Role Given
As an example of the international role
which MFI may play, consider the interesting
arrangement whereby the National Cancer
Institute has commissioned MFI to serve as its
supervisory agent in the making of a cancer
film in collaboration with the National De-
partment of Health and Welfare of Canada.
Because of a restrictive quirk in the mass of
U.S. Government rules and regulations, the
National Cancer Institute was unable to deal
directly with the Canadian agency, but
through MFI becoming nominally the U.S.
sponsor, contracts were drawn to the mutual
satisfaction of NCI and its Canadian counter-
part whereby each will support equally the
cost of the film, actually to be made by the
Film Board of Canada. Picture is to be a two
reel B&W for lay public, with a ten minute
version for theatrical distribution. Working
title. The Scientist Versus, Cmicer.
Included among the thirteen members of
MFIs Advisory Committee are Orville Gold-
ner, former head of Navy Training Films now
with Curriculum Films of Color Corp. of
America; Dr. Francis Keppel, Dean of Har-
vard's Graduate School of Education; Captain
Robert V. Schultz, M. C, USN. Chief of
BiuMed's A-V Training Section, Washington,
and Chairman of the Inter-Departmental Com-
mittee on Medical Training .\ids; Dr. Thos.
D. Dublin, Director of the National Health
Council, N. Y. C; and Dr. Walter .\. Bloedorn,
Dean of George Washington University's
School of Medicine, Chairman of the Commit-
tee on Audio-Visual Aids of the .Association of
.American Medical Colleges. •
^^re yjou S^ellina Via
A Sales Training
Program?
Or should you be?
Fen Doscher named it the number one
business problem of sales executives
today.
An accepted, prime tool of sales
training is the sound slide film,
properly backed up with Meeting
Guides and other integrating
material.
We make them for:
Lily-Tulip Cup Corporation
Johns-ManviUe Corp.
Singer Sewing Machine Co.
E. R. Squibb &Sons
The New Haven R. R.
Empire Crafts Corp.
Robert Reis & Co.
Greg.ti Publishing Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
Write or phone: COlumbus 5-7621
245 West 55th Street
New York 19, N. Y.
1
projector // JHHHl
With 1 0 WATTS
UNDISTORTED OUTPUT
76mfn
3 N^ODllS
*" NEW model lOA
$345
See your dealer or write
\ for complete Information
FORWAY CORP.
245 W. 55thSt., N. Y. 19, N. Y.
44
USINESS SCREEN MAGAZINE
Ecufe-Koie
FILM PROTECTION
The only film protection that pro-
vides a slippery-smooth surface
for easier trouble free projection
Gives Your Films
Extra Mileage
* Guards against
scratches, weor and
climatic changes.
' Keeps films flexible
— reduces brealcage
* Protects the sound
troclc
Save-Kote is a scientific process that
covers any 16mm. or 35mm. film with
a tough, impervious coating that pro-
tects and preserves your film against
dirt, dust, scratches, fingerprints, abra-
sives, excess heat, extreme cold, oil, or
high humidity. Save-Kote contains no
injurious chemicals and cannot affect
the film in any way. Con be applied to
any film — new or used — color or block
and white.
Save-Kote is inexpensive! Si. 25 per
400 ft. reel. Special quantity discount
on large orders. Minimum order S2.50.
SAVE-KOTE YOUR FILMS TODAY!
Send orders direct to
AMERICAN FILM REGISTRY
Save-Kote Division
28 Eos) Jackson Blvd. Chicago 4, Illinois
Do You Want a
FILM
DEVELOPING
MACHINE
. built from stock parts
. for your specific process
. thcrt's really adaptable
. that's built for long service
. that gives you greater value?
If You Do
Send for your booklet giving com-
plete details about the EDL filna
developer.
E. D. L.
COMPANY
(formerly En5ir.=^r:n:j Dev6
4r.r Labcralory)
2007 S. Michigan Blvd. • Chicago 16
New CBS Film Reports Progress
of Medium in "Television Today"
•k The Cloluinbia Broadtastinj; .System has re-
lently completed Television Today, a 35-min-
ute documentary-preseniaiioii film in which
television uses its own sis^hi and sound tools
to tell the conipiehensi\e story of its present
status and significance in the nation's life.
It is interesting that we have recently seen
practically all connnunications media— radio,
television, newspapers, magazines, outdoor-
turn to the non-theatrical film as a sales pro-
motion device. (In fact, probably no commu-
nications medium uses motion pictures less in
direct sales promotion work tlian the commer-
cial and educational film industry, itself.)
Covers All .\spects of Television
Television Today is a visual investigation of
all major aspects of television, its audiences,
programs, technical resources, creative capaci-
ties and effective functioning for advertising
and sales.
Victor M. Ratner, CBS \'ice President in
Charge of Promotion, produced the picture.
It was pliotographed between midnights and
dawns in the Grand Central studios of CBS-
TV. Location shots were made in the homes
of set owners, the offices of ad agencies, the
assembly plants of manufacturers and other
real life locales.
The cameras that made Telei'ision Today
even scanned the densely grouped roofs of
urban areas to record the forests of receix ing
antennas, which are a sure symptom of the
medium's growing importance.
.Ml the people in the film are "from life"
except the professional actors wlio appear in
television program excerpts comprising part
of the story.
'Chaiis nowadavs have a new meaning in
the home," the film's narrator says in the open-
ing sequence which shows a modern dance
on the screen. "From chairs today we see the
world . . . looking at television." The sequen-
ces that follow dramatize both the statistical
and the human meanings of television as a
"voung giant in a huny."
()ltsi.\.\di.nc CBS-Tv Procr.\ms Shown
The film summarizes the story of CBS as a
creative force in television, incorporating
sports scenes, comedy, drama, music, news and
special e\ents broadcasts. CBS programs seen
in the film include Toast of the Town, the
Arthur Godfrey shows. Lucky Pup, ]Vinner
Take All. and Vanity Fair. Examples of visual-
1\ interesting connnercial announcements also
are shown.
In surveying Columbia's TV facilities, Te/e-
I'ision Today captures scenes in the CBS field
shop, studios and control rooms, and shows
such CBS technical developments as cool light
sources, dramatic lighting effects and rear
projection.
Technical Notes: Telei'ision Today was made
as a CBS production, with the technical serv-
ices and lacilities of the International Movie
I'todiKcis Service. •
I The ONE-STOP STORE for |||||
Film Production Equipment
Since 1926 S.O.S. has supplied leading
film producers with Studio, Cutting Room
and Lab equipment. IN STOCK — Cameros,
lenses. Booms, Blimps, Dollies, Moviolas,
Recorders, Printers, T. V. Background Pro-
jectors, Processors, etc.-UNDER ONE ROOF.
CATALOG "STURELAB"
— listing over a thousand
"Best Buys" in new and
rebuilt apparatus is
ready Well-nomed "The
Bible of the Industry" it's
worth having. Write for
your FREE copy — edition
is limited.
MULTIPLE VIOEOLITE
Four 18 Alzoc giant re-
flectors for 750 2500
lamps. Mercury Vapor or
3200" Kelvin. Numocush-
ion stand roises to 8'6".
Head section will hang or
set onyv^here. Includes
cable and costers. Entire
unft folds compactly.
S190
Less stand
With stand add $28.
Flash! FAMOUS COLOR-TRAN LIGHT KITS
Now available at S.O.S. lOutside NT. area)
SPECIAL VALUES for THIS MONTH
2000W Ffesnel spots with heaty yoke S57.50
Arriftex motorized newsreel camera, four lenses . . 79S.0O
New Ciiie Soecial Blimo (Plue tax) 295.IIII
Neumade 16 35MM automatic film cleaner 194.50
Houston lEMM KIA film processing machines Isimi-
lat to Model 11) rebuilt 34J5.I10
B and H automatic IE 35MW hot splicer 735.00
16MM Sound Readers, amplifier, speaker, complete 147.50
Bardwell McAlisler 5KW Floodlites 111.75
35MM Cinephone Recorder 495.00
Synchronous Motors 1 '12 HP 57.50
S. 0. S. CINEMA SUPPLY CORP.
Dept. H, 602 W. S2nd St.. New York 19, N. Y.
SPECIAL EYEMO CAMERAS — Rebuilt factor> inspected
iiiasa^ine and motor adaption.
EYEMO ACCESSORIES AND PROFESSIONAL CINE EQUIP-
MENT— Eyemo Magazines, developing outfits, printers.
CINE LENSES — The worlds largest jelettion of fine cine
lenses i Zeiss, Cooke, .\stro, Bausch & Lomb, Goerz
and many othersi available on 15 day trial — High
Speed. Wide .\ngle, Telephoto — In focusing mounts
coated to fit — Eyemo, Bell & Howell, Professional,
Mitchell 33 and 16, Maurer.
FREE CATALOG: full descriptioD and prices. Send this ad to
Burke & James, Inc.
321 So V/abosh Ave.
Chicago, III., U. S. A.
Attn: B. Samuels
WRITE FOR "FILM GUIDE" LISTS
♦ A growing library of Film Guides is now
available from BUSINESS SCREEN. Write
today c o Chicago 10, for complete list.
NUMBER 3 • VOLUME 10 • IV49
45
Kodak Annual Report Shows Rise
in Production of Film Products
♦ The production of Kodaslide
projeciois, Cine-Kodak cameras
and Kodascope projectors during
1918 was above the 1947 mark,
according to the 46th annual re-
port of the Eastman Kodak Com-
pany. Total sales of the firm's long
line of photographic ecjuipment
and supplies was up appvoximate-
Iv 24 per cent. Dining the year,
more than fifty new or improved
products were annoiuiced, among
them the Kodaslide Table Viewer,
a series of high-aperture, 16mm
Cine Ektar lenses and a new type
of safe motion picture film.
Because the company expected
films to be extremely inipoitant
in television, it set up a television
section in the laboratory at Roch-
ester to stud) the best types of film
available for the dynamic new
industry. This year, the Recordak
Corporation also offered Kodak
its Triplex MicroHlmer, a new
microfilming unit which takes pic-
tures on half the width of 16nnn
microfilm.
Ampro Gives Arc Projection Aid
to A-V Directors and Dealers
♦ Ampro CoRPORArioN has es-
tablished a new consultation serv-
ice on the use of 16mra high in-
tensity arc projectors. Foinidtd
specifically to solve arc projection
|3roblems ior architects, \ isual ed-
ucation directors, and motion pic-
ture equipment dealers, the serv-
ice is available free of charge. In
line with this program, .Ampro
has also prepared a pamphlet giv-
ing pertinent information on the
establishment and use of 16nnn
arc projection.
AMPRO'S CONSOLE MODEL FOR EXECUTIVE OFFICES
Dfi.ixe SoiiND Projection wrrH E.ase of operalmn an- outstanding fea-
tures of the new A)npro 16mm projector console model pictured abmic.
(Story follows in the column beloxv.)
♦ For the modern executi\e office
and conference room, the Ampro
Corporation has combined a high
cjuality 16mm sound motion pic-
ture projector with an attractive
piece of lurniture in the new .Am-
pro Console. Hidden in a rich
mahoganv cabinet is a compact,
precision-built .Ampro projector.
To transform the cabinet for 16-
mm projection, the owner has
only to lift the top of the cabinet,
raise the projector on its counter-
balancing unit, swing the perma-
nently attached reel arms into
place, and thread, connect and be-
gin showing a 16mm film. The
entire operation takes less than a
minute.
The new Console utilizes the
same outstanding features as the
Ampro Compact, including quick,
easv set-up; brilliant, clear pic-
tures and rich, life-like sound re-
production; both sound and silent
film speeds; simplified threading;
new swing-out gate for easy clean-
ing and inspection of aperture
plate and pressure shoe without
disturbing lens focus. Of coinse,
the projector mechanism is fully
renio\able from the cabinet for
mechanical and electrical servic-
ing.
Full details, specifications and
prices can be obtained from the
•Ampro sales division. 2835 N.
Western .Ave., Chicago 18.
Canadian Import Ban on Projectors
Is Lifted; Quota System Set Up
♦ Canada has lilted its ban on
16mm projectors imported from
the United States. To pre\ent
.American manufacturers from
flooding the country with projec-
0H>e 0^ iAe 152. . . .
"Star Bright," just released by the Allegheny
Ludlum Steel Corporation, is one of the 152 films*
for which our stafF has done the writing.
'as of April 22
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BIDO. -^ O30 F STRiET NW -^ WASHINGTON 4, D.C. -^ EXECUTIVE 5941
tors, however, the Canadian gov-
ernment has set up a t]uota system,
based on the dollar expenditure
of each importer iluring the year
between July 1, 1946 and June 30,
1947. The quotas will be set up
tpiarterly. For projectors ear-
marked for educational use the
(|uota will be raised— 12 per cent
lor the first three quarters of the
\car, 14 per cent for the final
cpiarier.
200 View-Masters Sent to Europe
by U.S. Jr. Chamber of Commerce
♦ HuiiilrciK ol Eimipean (hiklren
are seeing a panoramic cross-sec-
tion of America as the result of an
international good-will project.
The United States Jlnior Cham-
ber OF Commerce recently ship-
ped and distributed 200 View-
jMaster stereoscopes and 2,500
View-Master stereoscopic reels to
hospitals in Belgium and neigh-
boring countries.
Only after se\ eral weeks of study
to determine the most effecti\e
way to present realistically Amer-
ican life to Eiuopean children did
the Junior Chamber select the
View-Master. .All the stereoscopes
and reels were donated by Saw-
yer's, Inc., Portland, Ore., manu-
facturer of the View-Master.
According to Paul D. Bagwell.
national president of the Junior
Chamber, "We had been search-
ing for some time for an item
that would impress the peoples
of Europe with the true desire for
fiiendship on the part of .Amer-
icans. .After se\eral conferences
with members of the State Depart-
ment, EC.A, and men from otlui
organizations who have li\ed in
Belgium for some time, we reached
the conclusion that one of the best
gifts for us to present would be a
number of View-Masters."
.Among the reels selected are
scenes of various American cities,
national parks and other pictures
which typify the living conditions
;ind scenic attractiveness of the
United States. Fairy tale and ani-
mal reels also were included.
Southern Distributor for Save-Kote
Named by American Film Registry
♦ Newest distributor licensed by
ihe .American Film Registry to
handle their Save-Kote process of
protecting film against dirt, dust,
oils and abrasives is the Distribu-
tors Group, Inc., of .Atlanta, Ga.
To cover the southeastern and
gulf states, Distributors will estab-
lish processing stations in .Atlanta,
\ew Orleans and Dallas.
# * #
I SE THE reader SERVICE BUREAU
OF BUSINE.SS SCREEN FOR SOURCES
46
BUSINESS SCREEN MAGAZINE
r
Kidw ^i]@[D)iiocir
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
if Business and Industrial Sales
of projection equipment and ac-
cessories continued an upward
trend this niontli as new sales pro-
uranis were beinu ajiplied to coui-
petiti\e men handisin^.
Camera Tripod Head for Video
♦ The Camkra Eqi ipment Com-
pany has annoiuiced a new Bal-
anced ••T\"' Tripod Head which
can be easily fitted to RCA. Du-
Mont or other tele\ision cameras,
and attaches to all standard tri-
pod bases, pedestals and dollies
used by TV stations today.
The balancing feature incorpo-
rated in this equipment reduces to
a mininuun the effort reiiuired bv
the T\' cameraman to pan or tilt
the camera, .\nother important
feature of the ne\v head is the
safety factor that if the operator
neglects to lock the tilt with the
camera mounted, there is no pos-
sibilit\ of it falling forward or
backward, thus eliminating acci-
dents and strain on the operator.
The pan handle is the adjust-
able telescoping type, quickly set
by means of a knurled locking
ring. The position of angle de-
sired for operator's comfort is ad-
justable by means of a lever which
is a positive locking (le\ ice. There
is no play between the pan handle
socket bracket and the head, even
when the adjusting locking lever
is released. It is no longer neces-
sary to release a knob and in ad-
dition a lock when tilting the
head, as in other type heads.
The entire mechanism is ball
bearing in operation and enclosed,
making it dustproof. It is factory
lubricated and will not require
lubrication for a long time.
The Balanced "TV" Tripod
' Head uses a distinctly new con-
cept of pan and tilt action in
which friction and gyro principles
ha\e been discarded in fa\or ol
what its manufacturers are calling
"floating action". Even in pans or
lihs of slight degree, or pans ol
360^, smooth and effortless action
is realized.
S.V.E. Shows New Model DOS
for Field Slldefilm Projection Use
♦ Specifically designed for sales
demonstratit)ns, product demon-
strations, small training groups,
and for portable, easy-to-set-up
projection of 2" x 2" slides and
single and double-frame filmstrips
is the Society for Vislal Educa-
tion, I.NC. assemblv of projector
and projection screen Model DDS.
The unit may be used from the
executive's desk, in the prospect's
home, in windows or in over-the-
counter demonstrations.
The unit consists ol a Model
DD S.V.E. Tri-Purpose Projectoi
of I'lO-watls, with coated objeiti\e
(F: 3.5) lens and all-coated opti-
cal elements, which has been fitted
into a deluxe carrying case, the
cover of which ser\es as the pro-
jection screen. The unit projects
single and double-frame filmstrips
and 2" x 2" color slides. Storage
space has been pro\ ided in the
case for 2" x !
slides and film
strips, the capacity being 100 slides
and 6 fihnsirip cans. There is also
space lor filmstrip manuals and
other literature.
Either a 3" or 4" coated anastig-
mat projection lens of the 'finest
cjuality is furnished with the pro-
jector, depending ujjon the pref-
erence of the customer. .\n addi-
tional ")" coated lens is available
for S20.
Overall dimensions of the unit
are 12" x 173^" x 514". The price
of the DDS complete with case.
extra 150-watt lamp, and extra
20-foot extension cord is $92. .")0.
For S4.00 additional. heav\-dutv
wiring can be installed in the pro-
jector at the factory, thus making
the projector suitable for opera-
tion from storage battery or Delco
system. When so wired the S.V.E.
Model DDS is a useful export tool
as it can then be used with an\
kiml of electric current. •
RCA Releases Data on "400" Jr.—
New Single-Case Sound Projector
♦ .V new single-case sound motion
picture projector, the RCA. "400"
|lnior, has been added by the
RC.\ Visual Products Group to
its "400" series. .According to
Haroid D. Desfor, of RC.\ Vic-
tor's publicity department, the
one-case unit will be available in
June at the tentative retail price
of .^442.50.
7 o make the projector as com-
pact as possible, the eight-inch
speaker was incorporated into the
lid of the case, which also doubles
as the speaker baffle. .\ 50-foot
cable enables the operator to place
the lid-speaker next to the screen.
The liigh-speed gears on the new
model are made of nylon, which
extensive laboratory tests pro\ed
to be longer-lasting and cjuieter in
operation then ordinarv steel or
fiber gears.
Besides the speaker, the "400"
Junior's auxiliary equipment in-
cludes a 15-foot power cord, a reel
that accommodates 400 feet of
film, a 50-foot speaker cable with
plug, upper and lower reel arms
and an extra exciter lamp.
.Among the special features of
the new projector is constant cool-
ing at either sound or silent
speeds. .Selecti\e speed cliange, ac-
complished mechanically so that
there is no change in blower speed,
makes tlie ne^v model an unusual-
ly cool-running projector. A
■theatrical type" framing device
adjusts the position of the film in
STILL PROJECTION ON THE CUSTOMER'S DESK
RCA "400" Junior Projector
the gate without mo\ ing the aper-
ture plate.
The RCA "simplified film path"
design, with an embossed guide-
line for easy threading, is incor-
porated in the new projector, to-
gether with a wide-swinging film
gate, and "cushion-action" sprock-
et shoes. .Also, rewinding of film
is an automatic operation and
does not require the changing of
reels. Regardless of the amount
of film on the reel, proper tension
on the film is always maintained
due to the RCA "even tension"
take-up.
.A powerful, four-stage amplifier
in the projector delivers a fidl 10-
watt output with less than five
per cent distortion throughout the
(CONTINUED ON THE NEXT PAGE)
NEW 16MM MOVIOLA
Model LP
Picture area
2"x2n"
also
available
with sound
equipment.
.Above: The New S\'E Model DDS for slide or sUdeplni projection coti-
tanis screen and storage for complete projection package (start aboi'e).
Write for literature and prices on our
complete line of 16mm and 35mm editing
equipment, which includes: film viewing
machines, sound readers, synchronizers,
differential gear rewinders, rewinders.
MOVIOLA Manuiacturing Co.
1451 Gordon St.. HoUTwood 28. CalU.
NUMBER 3
VOLUME 10
19 4 9
47
(continued from preceding page)
16mm recording range. Die cast-
ing of the main frame, backplale
and lamp liotise permits a high
degree of accuracy in assembly
and close control in fabrication.
New Color Tran Lighting Unit
Aids Producer on Location
♦ The rcLcnth de\cloped Color-
Tran lighting equipment would
seem to be the answer to a great
man) producers' needs for light
weight, portable lights for loca-
tion and small set use. And the
lights require no generators, are
operated from regular 110-120
volt lines, and draw far fewer
amps than equivalent standard set
lighting equipment.
All the lighting equipment
needed for most small sets can be
carried in two suitcases weighing
35 and 39 pounds respectively.
The Coior-Tran equipment uses
standard 150 watt reflector flood
or spot lights such as are used for
store window display. Heart of
the outfit is the Color-Tran con-
verter which steps up the light
output of the lamps by kicking
up the voltage to provide extra
brilliant illumination during the
picture taking period. The color
temperature of the light is also
controlled by tire Color-Tran con-
\erter so that throwing a switch
can change it to either 3200 or
3400 degrees Kelvin as the occa-
sion demands.
Anotlier advantage of the lights
is that they may be used at their
regular brilliance during the set-
ting of lights and preparation for
the scene and need onlv be in-
creased in brilliancy during the
taking period or when a meter
reading is required. A Color-Tran
spotlight kit, consisting of 3 spot-
lights and a broad, can be used
at full capacity on any 110 volt
line fused for 15 amperes. Eacli
spot, using only 23^ amps, has
twice the light intensity of a 750
watt spot light drawing 6 amps.
The Grover light, using 3-150
watt bulbs, will give more light
than a 2,000 watt light, according
to the manufacturer. The Grover
light operates on 8 amps, while a
2,000 watt spot consumes about
15 amps.
The Color-Tran kits are pack-
aged for easy portability and in-
clude three lights complete with
stands, bulbs and snoots and the
Color-Tran Converter. There are
2 different kits available and at
the present writing, they may be
either rented or bought from the
Color-Tran company.
WRITE business SCREEN FOR SOURCE
PORTABLE SOUND PROJECTION FOR PLANT SHOWS
irrsi
This Ingenious Portable 16mm Theatre mounted on a f acton dolh,
attracted throngs of training directors to the Wilding Pictuies exhibit
at Cleveland last March. Projection is via a DeVry lightweight sound
projector in a new continuous automatic setup devised by Technical
Service. Inc. This type of unit aids portable showings of training, safety
or morale films anywhere on the plant, office or warehouse floor.
More and more
from coast to coast
yftERLESS
mmnoassiHG
COHPOKATtOH
NtW YORK
ST. PAUL
CHICAGO
* i«M HANDY
DETROIT
BOSTON
A1.„
[Oei.
r-w'Li.iin.fii^^iJTinrpTTrn-TT—
NEW YODlf V T> ■
rOBK HOUrwoOD
LOS ANGELES
the; CALVIN COMPAN>
KANSAS CITY, MO.
Crescent Film Usoratories.
CHICAGO
Inc.
rf)
is-i«>t^
*P'
'^''^°oLL^i<OO0
;eRL€SS LRBORRTORieS
TORONTO
^'^
'°*^!>.
"""• " POr, „, ,. ""•" f'-'-" Tree.
-— . p,„:;::; ---- .«.,..,
;— " V »:; ;^°; -o
""""« «" Pee,,.,; ,;:-';'" '" '^'■"
•"■"-9. „o„ .p,„,; ,; " p — - m,„
a '"e'r message.
°"'<^' Peerless fi|„ .
"■'""ory w.e„ ;„'"'""• '-" .he
'«-''""-e,lveJt°"°'^'""P.in,.
'^^'o-.o,.,..''; '7="-w*.,,„
"^v.
Pictures
rfmesi
New Magnetic Film Recorder
Designed by Hallen Corporation
♦ .Something new in the sound
film recording field is promised
by the Hallen Corporation of
Binbank, Calif. They will soon
add to their product line a new
portable synchronous magnetic
lilm recorder. According to Len
Roos, head of the company and
member of the American Society
of Cinematographers, the new
Hallen machine will record sound
on oxide-coated film 17i^mm
wide. However, standard perfora-
tions will allow the device to be
operated in synchronization with
any 16mm or 35mm synchro-mo-
tor driven camera. The unit, con-
sisting of recorder and amplifier,
weighs 90 pounds. Parts that touch
the coated fiim are fashioned from
non-magnetic stainless steel.
New Microfilm Reader Marketed
by American Optical Company
♦ The American Optical Com-
p,\NY this month announced their
new and improved 16mm micro-
film reader. The new machine,
Model AO, is especially designed
for rapid reading, copying and
reproducing of all types of 16mm
records, including checks, vouch-
ers, letters, documents, financial
reports, legal papers, drawings,
charts, newspapers and books.
Chief feature of the new reader
is an electronically controlled mi-
crofilm transport, which not only
eliminates more than 100 moving
parts, but also varies tire speed of
the motor electronically so that
the film speed over the aperture
remains constant regardless of how
full or empty the driven reel may
be.
With the new electronic trans-
port, the reader can empty a filled
reel of microfilm in 50 seconds
without danger of breakage or
stretching. Howe\er, when turned
down to its slowest point of move-
ment, the film can take as long as
40 hours— one frame a minute-
to cross a 12-inch screen.
Along with the new transport,
the reader is equipped with a new
type of reflectionless, texture-free
projection screen, which reduces
the possibility of eye strain in
reading the microfilm. Eye fatigue
is further minimised by an iris
diaphragm, which allo\vs the usei'
to control tlie illumination to suit
his own eyesight. A heat-absorb-
ing glass filter protects the micro-
film from any damage due to long
exposure.
Further information about the
new microfilm reader can be ob-
(CONTINUED on FACING PAGE ABOVE)
48
BUSINESS SCREEN MAGAZINE
s/ISUALIZING MICROFILM Merr
Moitel At' Mumliitn hiatit i
tained by writing to the company's
scientific instrument division,
Buffalo, N. Y.
Screen Gems to Service Distributors
♦ Screen Gems, Inc.. new 16mm
^li^lriblltor for Columbia Pictures,
intends to license reputable 16mm
Ji^tribiuors and grant them the
!i_;lu to service libraries, schools,
churches and shut-in institutions.
Tlieir films, of course, will be 16-
Tiiiii versions of Columbia motion
pictures.
Lee Markets Projector Table
♦ RoLi.-iT, the new projector table
manufactured bv the .Merrui. Lef
Company, is actually equipped
with brakes. Designed to roll
heavv projection cc|uipmcnt where
and when it is wanted, the sturdv
table measures 30 x 16 x 38 inches
and has a wheelbase width of 22i4
inches. Rubber-cushioned, four-
inch wheels assure easy rolling,
while the brakes provide both
table and equipment with a firm
anchor, even on inclined floors.
The Roll-it comes in two mod-
els, the large \'P-2 which sells for
SSfl.tiO. and the smaller PT-16
which is available for S28.50. The
smaller model measiues 24 x 12 x
34 indres and has a wheelbase of
18^ inches.
A Slight Pause for Correction
♦ In noting the special features of
the new 16mm re-recorder manu-
factured by the Electrical Re-
search Products Division of the
Western Electric Company,
Blsiness .Screen last month erro-
neouslv stated that the machine
reduces flutter to a maximum of
6 per cent, plus or minus. Actual-
ly, the re-recorder allo^\s no great-
er flutter than .06 per cent at any
given time.
SPECIALEFFECTS • BACKGROUNDS
• TRUE REALISM — Yet economical
• YOUR STUDIO IS THE SCENE
• THE LONG SOUGHT ANSWER FOR: Television Studios
• Motion Picture Studios • Photographers
• SCENES CHANGED IN A SPLIT SECOND
Bodde Translucent Screens and Hi-intensity Projectors
,* ^he l/J>odde S^creen Co
-onipanu
9 I 30 Exposition Drive, Los Angeles 34, Calif.
Please write for details
2>ee^ ^nxui £od(fe - Wisconsin's Largest and Finest
In the Heart of the Beautiful North Woods
Vj N beautiful Lake Nokomis, with its
43 miles of shore line, offers a wide
variety of summer sports, including
golf, boating, tennis, rifle ranges,
hiking, croquet, green bowling, shuf-
fle-board, etc. Distinguished clientele.
Deer Trail Lodge is equipped with all
modern conveniences — steam-heated
— private baths — modern cottages —
and features honest-to-goodness home-
cooking. American plan.
Our altitude of 1.675 feet offers you com-
fortable warm days; cool, refreshing, restful
nights; and welcome relief from hay fever.
Being situated in the heart of the Deer Country, many opportunities will
present themselves for the camera enthusiast to get unusual pictures of
wild life.
^eeA ^n<uL JlodcfC
Heafford Junction, Wis.
Here are the fish you catch
in Lake Nokomis:
Muskie
Wall-eyed pike
Northern Pike
Pickerel
Large mouth bass
Small mouth bass
Crappie
Perch
Biuegrlls
Rock bass
Sunfish
Bullheads
NUMBER 3
VOLUME 10 • 1949
49
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 Allyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. rmnam
Ave., Greenwich.
Eastern Film Libraries, 148 Grand
Street, Watcrbnry 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Rldg.. Washing-
ton 6.
Paul L. Brand fc Son, 21.53 K St.,
Washington 7.
The Film Center, 015 12tli St.
N.W.. Washingloii.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MAINE •
D. K. Hammett, Inc., 620 Congress
St., Portland 3.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Grove, Baltimore Ifi.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 1 16 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Jarrell-Ash Company, 165 New-
bury St., Boston 16.
South End Film Library, 56 Val
Ionia Ter., Fall River.
Gilbert & Kelly, Inc., 134 Mid
dlescx St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Stanley-Winthrops, Inc., 90 Wash-
ington St., Quincy 69.
Bailey Film Service, 71 1 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchcsicr.
• NEW JERSEY •
Vitascope, Film Distributors, 155
Washington St., Newark 2,
Phone Mitchell 3-7880.
Slidecraft Co., South Orange, N. ).
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Association Films, (Y.M.C.A. Mo-
tion Picture Bureau) 35 West
45th Street, New York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Otto Marbach, 630 9th Ave., New
York.
Mogul Bros., Inc., 112-1 14 W. 48th
St.. New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 186 Franklin
Street, Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Bertram Willoughby Pictures,
Inc., Suite 600, 1600 Broadway,
New York.
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447. Lancaster.
Kunz Motion Picture Service,
1319 Vine St., Philadelphia 7.
1905 Sandeison Ave, Stranton 9
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar-
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharpsville.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington,
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No,, Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg., Birming-
ham.
■ FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 56,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
.Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St., Tampa.
• GEORGIA •
Calhoun Company, 235 Ponce De
Leon Ave., N.E., Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
■ LOUISIANA •
Stanley Projection Company,
21114 Murray St., Alexandria.
Jasper Ewing & Sons, 725 Poydras
.St.. New Orleans 12.
Southern Pictures Company, 1024
Bienville St., New Oileans.
Stirling Movie & Photo Co., 1052
Florida St., Baton Rouge 85. La.
Ideal Pictures Co., 826 Barrone
St., New Orleans 13.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 1 1 9
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. State
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave., Raleigh.
• SOUTH CAROLINA •
Calhoun Company, 1614 Gervais
St., Columbia 1.
Palmetto Pictures, Inc., 719 Sa-
luda Ave.— At Five Points, Col-
umbia II.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville II.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.\\cnnc, Memphis 3.
Southern Visual Films, 667 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 309 E.
Main St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St.. Little Rock.
• ILLINOIS •
American Film Registry, 28 E.
Jackson, Chicago 4 — H.4r 7-
2691
Ideal Pictures Corp., 28 E. 8th
St., Chicago 5.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
50
BUSINESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Jam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago 1
McHenry Films, 537 S. Dearborn.
Chicago 5.
Midwest Visual Equipment Co.,
6961 N. Clark St.. Chicago 2G.
Swank Motion Pictures, 614 \.
Skinker BKd., St. Louis 5, Mo.
.4ssociation Films (Y.M.C.A. Mo-
tion Picture Bureau), 206 S.
-Michigan .Ave.. Chicago 3.
Visual Research Company, P.O.
Box 937. Chicago 90.
• INDI.\NA •
Ideal Pictures, 1214 Pennsvl-
vania St.. Indian.ipolis 2.
Indiana Visual .A.itis Co., Inc., 726
N. Illinois St.. Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IO\VA •
Pratt Sound Film Senice, 720
Third .Ave., S.E., Cedar Rapids.
Ryan Visual .\ids Service, 409-11
Harrison St., Davenport.
• KANS.\S-MISSOURJ •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St..
Kansas Cit\ 6. .\Io.
Select Motion Pictures, 1326-.\
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
.Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
Pictosound Movie Service, 4010
Lindell Blvd.. St. Louis 8.
• MICHIG.4N •
Cosmopolitan Films, 3248 Gratiot
Ave., Detroit 7.
Engleman \'isual Education Serv-
ice, 4754-56 Woodward ,\ve.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Fihn Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest .\udio-Visual Company,
1504 Hennepin .Ave., Minne-
apolis 3.
National Camera Exchange, 86 S.
Sixth St.. New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Serv-
ice, 1025 .\orth .Main Street.
.Akron 10.
Ralph V. Haile & .\ssociates,
215 Walnut St., Cincinnati.
.Manse Film Library, 2514 Clifton
-Ave.. Cincinnati 19.
.Academy Film Service Inc., 2300
Payne .A\e.. Cleveland 14.
Fryan Film Service, 3228 Euclid
.Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
.Ave., Cleveland 14.
Jam Handv Organization, Inc.,
310 Talbott Building, Davton 2.
Twyman Films, Inc., 29 Central
.Ave., Davton 1.
James B. Upp Motion Picture
Service, 639 Broadwav, Lorain.
M. H. Martin Company, 50
I luirlcs .Ave., S. E., Massillon.
Cousino Visual Education Serv-
ice, Inc., 1221 Madison .Ave..
Toledo 2.
Gross Photo Mart, Inc., 524 Mad
ison. Toledo -i.
Thompson Radio and Camera
Supplies, 135 S. 6th St.. Zanes-
ville.
• AVISCONSIN •
R. H. Flath Company, 2410 X.
3d St.. Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig .Ave., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd.,
Beverly Hills.
Camera Craft, 6764 Lexington
-Ave., Hollywood 38.
Coast \'isual Education Co., 6058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7 th
St., Los .Angeles 5.
Jam Handy Organization, Inc.,
7046 Hollywood Blvd., Los .An-
geles 28.
Ralke Company, 829 S. Flower
St., Los -Angeles 14.
Carroll W. Rice Co., 424 ■ 40th St.,
Oakland 9.
.Association Films (\M.C..A. .Mo-
tion Picture Bureau' , 351 Turk
St., San Francisco 2.
C. R. Skinner .Manufacturing Co.,
292-294 1 urk St. San Francisco 2
Shadow .Arts Studio, Wickenden
Bldg., P. O. Box 471. San Luis
Obispo.
• COLOILADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Ninth .Ave., Denver 3.
• IDAHO •
Howard P. Evans, .Audio-Visual
Equipment. 305 N. 9th, Boise.
• OKL-AHO.MA •
Vaseco, 2301 Classen, Oklahoma
City 6.
H. O. Davis, 522 N. Broadway.
Oklahoma City 2.
Kirkpa trick. Inc., 1634 S. Boston
.A\e., Tulsa 5.
• OREGON •
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Coip., 915 S. W.
10th Ave., I'oiLl.Tiid 5.
Moore's Motion Picture Service,
306-310 S. W. Ninth Ave.. Port-
land 5.
• TEXAS •
.Association Films (Y.M.C.A. Mo-
tion Picture Bureau), 3012 Ma-
ple .Ave., Dallas 4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 2024 Main
St., Dallas 1.
Visual Education, Inc., 12th at
Lamar, .Austin; .Also, 2010 N
Field St., Dallas 1: 3905 S. xMain
St., Houston 4.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
.Austin.
• UTAH •
Deseret Book Company, 44 E. So.
1 eniple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City 1.
• W.ASHINGTON •
Rarig .Motion Picture Co., 5514
L'niversity Way, Seattle 5.
Rarig .Motion Pictiu^e Co., East
1511 Ihird .Ave., Spokane.
• HAWAII •
Ideal Pictures, 1370 S. Beretania
St.. Honolulu, T. H.
.Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteentli
Ave.
Branches:
Edmonton, .Alia., 10022 102nd
Street
-Montreal, Quebec, 263 Craig St.
West.
.Moncton, N. B.. 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. Johns, NQd., 445 Water St.
Radio-Cinema, 5011 Verdun Ave.,
Montreal, Quebec.
EiaiiBaHi
Distribuidora Filmica Venezolana,
De 16.MM., S..A., .Apartado 706
Caracas, Venezuela, S.A.
There's An Audio- Visual Specialist in Your Town!
* Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational filins for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
A'isual Education Dealers, 812 No. Dearborn Street. Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 3
VOLUME 10
51
1
Effective Seeling teiliniques are stressed i>i
the Johnson c- Johnson film, (story below.)
VISUAL SELLING:
(continued from page twentv-one)
at the point-of-sale, has brought out a sound
slidefihn for retail sales training. The new
film, Your Attitude Is Showing, is based on
NYU's study, which shows that there are five
main questions most frequently asked about
all fabrics: Is it wasliable? Will it shrink? How
will it iron? Will it wear well? Will it soil
easily?
Avisco's film makes the point that rayon
fabrics are basic, established and popular ma-
terials. It dramatizes liow sales people can put
more money in their own pockets by giving
positive, concrete answers to the customer's
questions. The gist of the answers suggested is
that rayon is a whole family of fabrics; jersey,
crepe, sharkskin, taffeta, faille, serge, covert,
shantung, spuns, etc., and naturally its quali-
ties of washability, wearability, resistance to
easy soiling and to shrinkage will vary with
ho^^• the fabric is made, dyed and finished
rather than purely on the fiber content.
Your .ittitude Is Showing is part of Amer-
ican Viscose's large program of rayon educa-
tion which includes booklets and films for
schools and clubs, news releases for papers and
magazines and other materials for retailers. It
is an eleven minute non-automatic slidcfibii in
color, using cleverly executed drawings to il-
lustrate the points presented. Retailers may
obtain the film, record, user's guide and small
leaflets for each member of the audience at a
cost price of SIO per unit.
Avisco has surveyed the department store
field to determine that about 66% arc equip-
ped with sound slidefilm machines. The com-
pany has also disco\ered that most stores pre-
fer to purchase sound slidefilms at a low cost
and use them frequently at will rather than
bother with the trouble of arranging bookings
and shipment of loan films. For this reason,
the new picture will not be offered for loan.
SELL: AS CUSTOMERS LIKE Tt
■k With the gradual return of the buyers'
market, successful selling techniques are be-
coming increasingly important. Since know-
ing your customers is one of the pre-requisites
"Sell— .As Customers Like It" is the title of
tins new retailer sound motion picture.
for any successful sales campaign, Johnson &
Johnson, manufacturers of surgical supplies,
carried out an intensive, six-month survev of
drug store sales personnel and their customers.
The study revealed the surprising fact that the
rising costs of retail drug store operation could
be offset considerably by more effective selling
techniques.
.\s a result of this survey, Johnson & John-
son decided to show the retail drug sales
people precisely how they could secure larger
sales without burdening themselves with added
selling costs. To tell their story clearly, vividlv,
they sponsored Sell — as Customers Like It,
a highly useful new 16mm sound motion pic-
ture released this month.
The timely, sound hints offered drug store
clerks in this film should make it very popular
on the retail drug circuit. In one sequence a
neophyte clerk looks proudly at the pyramid-
type display he has just built, only to learn
that it discourages customers from picking up
merchandise and often prevents impulse pur-
chases. The film also points out the advan-
tages of selling a larger size package, as well as
the proper technique for selling companion
items.
To film the motion picture exactly to speci-
fications, a .S20,000 drug store, measuring 40 x
28 feet, completely stocked with thousands of
individual items and hundreds of national
brands, was built in the Fox Studios of New
York City. More than 250 man-hours were re-
quired to stock this store.
AIR CONDITIONING SALESMEN
Sponsor: Pliilco Corporation. Agency: Hut-
chins Advertising .Agency. Film: Something
In The .-iir. Producer: Leslie Roush Pro-
ductions.
■A' It is the prevailing impression among many
owners of small lioines. apartments and offices
that air conditioning svstems are monster con-
traptions which take up a whole room and
cost upwards of se\eral thousand dollars.
Philco's small unit designed for cooling lim-
ited amounts of space can be installed on al-
most an\ window-sill and can provide efficient
air conditioning for small offices and homes.
The company maintains a large manufactur-
ing plant exclusively for the production of
these units and is inaugurating a drive to pro
mole markets for them.
.A new film. Something In The Air, has been
produced to sum up this promotion and sug-
gest the huge market which exists for small air
conditioners. It shows Tom Ewell sweltering
in the agony of summer heat holed up in his
small apartment. Fretful kids with prickly heat
are caterwauling about the floor. Tom's wife
is grousing about not being able to keep her
drapes clean. And to add to the miserable
scene, loud noises of traffic outside, and odors
of cooking cabbage are coming in the window.
Next day, as Tom sits in his dentist's chair,
he learns how the dentist solved liis air condi-
tioning problem with a room-size Phiico in-
stalled on the window-sill. It made his patients
and himself more comfortable, kept the office
from smelling like a "dentist's office", and kept
it clean.
This naturally gives Tom an idea, and he
figures out that during the 14 weeks of hot
weather every year, his family has been suffer-
ing, with only two weeks in the mountains as
a respite. But just for the cost of a two weeks
vacation, he could have an air conditioning
unit installed and enjoy "mountain air" all
year around. He does this, and the family scene
fades out happily.
Technical Notes: Something In The Air is
black and white, about 25 minutes in running
time. It was prepared principally as a sales
and sales training device aimed at Philco's
distributors and dealers to particularize that
"everybody's a prospect".
X-RAY MOTION PICTURES:
(continued from page twenty-five)
an arc welding rod and how molten metal
flows into a casting mold.
,As more powerful X-ray tubes are devel-
oped. Dr. Slack said, it may soon be possible
to inspect externally the internal action of air-
plane and automobile engines. The Bureau
of Ordnance of the U.S. Navy intends to use
the device to analyze the burning action of
fuel in a rocket.
Eight years ago. Dr. Slack and his staff at
the Westinghouse laboratory in Bloomfield,
N. J., dexeloped an X-ray tube, which made
possible millionth-of-asecond X-ray still pic-
tures. This equipment was used in develop-
ing the atomic bomb, as well as in ballistics
studies made during the last war. •
I6MM SOUND EDUCATION FILMS
Entertainment Shorts, Travelogues, etc.
Companies interested in giving Sole
Distributorship for India, Pakistan and
Ceylon are kindly requested to contact
Box No. 504. Managing Director of
reputable Indian concern will be in
America early in June to discuss busi-
ness.
BUSINESS SCREEN MAGAZINE
812 N. Dearborn St. Chicago 10
1
These superb
f7\
^
\:j
1
0^fp-'
^fi0^
Projectors
Quality — quality oi comtruction . . . oi screen image . . . ol tonal
output — has been and still is the keynote of these two outstand-
ing I6mm. sound projeaors: The famous "FS-IO-N," for ideal
screenings, ideal sound, in home or auditorium . . . the super-
powerful "FB-40," in "blimp" case, for maximum undistorted
volume in large auditoriums. Both available with your choice
of precision, Lumenized projection lenses and powerful lamps
to flood the size screen you like, at the distance you desire to
use it, with crisp and detailed images that are s-h-a-r-p from
corner to corner. Both incorporate the unique Fidelity Con-
trol that assures the finest sound results from all types of l6mm.
film — originals, contact prints, or reductions from 35mm. And
both now available at new low prices that make headline news
of the value these prices represent.
Eastman Kodak Company, Rochester 4, N. Y.
Sound Kodascope
FS-IO-N Projector
with single speaker
with twin speakers
Prices
subject to change
without notice
$
395
Everything you need for top sound or si-
lent projection in home or hall — packed in
two sturdy cases. Simple, finger-tip-ready
controls; microphone-phonograph pickup;
single- or twin-speaker units. Supplied,
complete, with /1. 6 Lumenized lens, 750-
watt lamp, and incidental accessories.
"Kodak" is a trade-mark
Sound Kodascope FB-40 Projector
Unequalled sound output from a portable, tungsten-lamp, sound
projector! This, and its price, are the big news about this
"blimp" case projeaorl It has all the versatility of the
"FS-IO-N" — plus pick-up and microphone jacks
which permit mixing music, voice com-
mentary, or both, with sound or
silent films.
.(S)fe!k
R|a To Help Sell Intangibles
7^
JAM HANDY
-to help sell Intangibles
TKe Harter Corporation
kelps its salesmen sell
*Comfort and Healtk
\^^^^ To develop, in the minds of
^^fL possible buyers, an appreciation
« U of unseen values, is usually
quite difficult. To do so with the aid of
a motion picture, professionally conceived
and professionally produced, is always
much easier.
i
V I S U A L 1 Z A T 1
,7 ASSISTANCE • SLIDEFLILMS • TELEVISUALS • MOTION PICT
DAYTON 2 CHICAGO 1 LOS ANGELEo
PITTSRITRGH 22
DETROIT I!
BUSINESS SCREE\
More Sales
Through Visual Education
M~* ■? mr 'w ^
44250
SUGGESTED
USJ PRICEt
IIC/L4QX}
The c/ V^Ji / (y(y junior
•^ The Only Fully Professional Quality jingle CaSC
■„. vi Standard i6mm Sound Motion Picture Projector
y^-<%^
Made by the world's foremoit manu-
facturer of sound and projection equip-
ment for the motion picture industry.
VtSUAt PROOUCTS
RADIO CORRORATIOM of AMERICA
eNBIMmCRIMS PKOOUerS DtfARTKIEHT.CAMOmM.II.J.
?*""»<' informotlon
Camden, N. | America
P'fase send i
■■--so„„dr^-^-in<o™a^„„,^^^^^
PORTRAIT OF A YOUNG MAN
WHO IS GOING PLACES
IN TELEVISION
He has a pronounced flair for promoting
sales by means of Motion Pictures and
Television.
He measures all scripls by the extent to
which they lend themselves to VISUAL
Dramatic Action.
Ha knows what it takes— in skill and time
and money — to produce a first-rate pro-
motional film for showings to selected
groups . . . and he stoutly maintains that
the same standards should prevail in con-
tracting for films designed to sell goods
or services by TELEVISION.
He is keenly aware that Television — in the
client's eyes— has now become the touch-
stone for assaying "quality of service"...
and that IF he fails to recommend and
justify the proper budget, IF he fails to
allow enough time for creating top-flight
commercials (let alone the supporting
programs!), IF he permits an inept hand
to do the guiding and does not voice
AN EFFECTIVE PROTEST, certain major ac-
counts that run into the millions of dol-
lars can go flying out the window.
He sets results ABOVE every other con-
sideration—which is why this man and
a number of others in like position are
placing more and more of their television
work with Caravel.
The technique of making films for television isn't something you learn from a
book ... or from shooting a lot of newsreel footage. Caravel learned the hard way
—by making hundreds of successful films to promote sales. Ask us to show you
some of the recent commercials we have made. Either at your offices or ours.
CARAVEL FILMS
incorporated
Detroit
1336 Book Building • Tel. Woodward 6617 • New York • 730 Fifth Avenue • Tel. Circle 7-6111
Scene in a television slmli.. Ii.im tin- tliirly-niiniite motion puture "behind your r\[>io dial" produced for the National Broadcasting Company by RKO Patlie. Inc.
We Shot the Works
H
ow CAN ALL America see what it takes
to make its great shows . . .
A great business enterprise is like a chain
reaction. No single element can give a true
picture of what takes place behind the
scenes. That's why NBC turned to RKO
Paihe to shoot the works — to portray vivid-
ly in motion pictures just what goes on
"behind your radio dial."
Through the magic of this film, day after
day, people all over the country take part in
the operations of America's No. 1 Network.
Through the sound motion picture, public
relations becomes friendly relations.
We think you will be interested in seeing
"behind your radio dial." as well as other
examples of how RKO Pathe films do a
real selling job for industry today.
Only RKO Pathe OfFers:
1. A Firm Prioo for Your Film — a price
that meets all competition, quality for quality.
2. Guarantee of Sntisfarilon — no down
or progress payments. You pay nothing unless
you are thoroughly satisfied.
3. BfSi FnvilitifS in tin- Mniiustrij — com-
pletely equipped ^tudios in both New York
and Hnilywood.
4. An MtKO fallio Proilurlion — for forty
years the hallmark of great pictures.
RKO PATHE, Inc.
625 Madison Avenue, New York 22, N. Y.
PRODUCERS Of BETTER COMMERCIAL AND TELEVISION FILMS FOR INDUSTRY
How RKO Pathe can serve you
We will be glad to furnish you with the
full frank facts ainmt RKO I'athe's
unique faciHties. Most impnrlant. it will
pay you to learn about our policy— cus-
tomer ownersliip of script, no paymenls
unlil final picture is accepted.
You may also judge the quality of Paliie
films at a private siiowing at your con-
venience. Please attach this coupon to
yniir letlerliead and mail today.
Name-
Title
Company-
Address
City-
H>i-.i>,r\s Snern
BUSINESS SCREEN MAGAZINE
[
•J
New SINGLE-CASE FILMOSOUND
New lightweight 16mni projector . . . only
351 2 lbs. ... in a compact, streamlined case.
New slip-in reel arms; new aluminum sound
head. Runs sound or silent films. Built-in
6" speaker can be removed and placed near
screen. Larger speakers available. With 6"
speaker, an outstanding value ^AAQ
at only *»*t7
NEW ACADEMY FILMOSOUND
Specially designed for
sizable audiences . . . runs
sound or silentl6mm
films. Separate 8", 12",
or power speaker, as re-
quired. Includes all the
outstanding improve-
ments in the new Single-
Case Filmosound. With
8" speaker, now
only
wm
your sales impact with
SOUND MOTION PICTURES!
Tell your complete sales story. In less
time . . . get the undivided attention
of the man who buys . . . with
Bell & Howell Filmosound Projectors
*495
SOUND MOTION PICTURES Can deliver youi* sales
story with undiluted effectiveness. Filmosound per-
mits your salesman to give an expert demonstra-
tion, in sight and sound, in the prospect's office.
Completely dependable operation has long been
one of the major reasons why so many business
firms prefer Bell & Howell Filmosound Projec-
tors. Now a new Endui'ance Test proves again
that a Bell & Howell assures you maximum avail-
able projection time.
No wasted appointments, no disappointed audi-
ences, thanks fo Bell & Howell dependability.
And in addition, you get greatest protection for
your valuable films, and minimum repair cost.
Think what this means to you in terms of sound-
film projector performance you can depend on —
and in really low cost-per-hour operation.
As further proof of this dependability, a B&H
Filmosound Projector taken at random from
stock, and using film, is in continuous operation
on our laboratory test stand. It has now rvm
1,400 houi-s with no time lost for repairs. For
complete information, write Bell & Howell Com-
pany, 7108 McCormick Road, Chicago 45.
Guaranteed for Life. During life of product, any defects in
workmanship or material will be remedied free (except
transportation).
— i''^:';-- — ~ ' —
Precision-Made by
iSMice 1907 the Largest Manufacturer of Piofessioiul Mottoii Picturt
Equipment for Hollywood and the World
NUMBER 4
VOLUME 10
19 4 9
S.V.E. "INSTRUCTOR" 300
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
■*■ Fast '*Push-in-SlyIe" Tlireading
ir Quick Changeover to 2" x 2" Slides
* Easily Adjusted Aperture Assembly
• This is the newest of S.V.E. Tri-Purpose
projectors accommodating 2" x 2" slides, single
and double-frame filmstrips. Can be threaded in
quick "push-in-style ' or in the conventional man-
ner. Film advances smoothly . . . without scratch-
ing or tearing . . . either forward or backward.
Semi-automatic slide carrier covers Bantam frame
as well as 35mm double-frame slides in 2" x 2"
mounts.
New, adjustable aperture assembly gives any
size frame from single-frame to double-frame,
with intermediate positions. Quick changeover
from filmstrips to 2" x 2" slides and vice versa.
New design optical system with all elements
coated. Complete with 5" Wocoted S.V.E. Ana-
stigmat lens and two-tone lift off case, the "In-
structor" 300 is being introduced at $90.00.
LEADING SOUND SllDEFILM
EOIIIPMENT MANUFACTURERS USE
S.V.E. PROJECTORS EXCLUSIVELY!
Write for folder gh'ing comjilete information
on the neu' "Instructor" 300.
Address Dept. SC - 4.
SOCIHY FOR VISUAL EDUCATION, INC.
^ BmUmU*. eotpottUiOM
100 l«il OhI* Str»t
Cllloia II, III.
i
m
m
m
PREVIEW OF CONTENT.S
Cnx<er: Inirensing snies tlirnugli heller
x'isual education and pronuilvitial films
Trends: Calendar of Events 16
The Commercial Newsreel 18
The Price of Freedom: a review 21
The Case for Profits 23
With Confidence in the Facts 2-1
This is General Electric 2.5
Visual Training Reports
Dealers Leain .\bout Mobiloil 26
Visual Training at Ford 27
Case Histories of New Programs 28
Westinghouse; Sa\ings Bank .\ssn.;
Variety Merchandiser; Bell Tele-
phone; Dearborn Chemical; Owens-
Illinois; American Legion Magazine;
St. Joseph Lead; Army Medical (32) .
Borden Unveils Panoramic Show 30
Know Your Insurance .Agent 32
Departments
In the Picture Parade 34
Television in the News 38
News of the Television Screen 42
Business Screen Executive 44
Men Who Make Pictures 4(i
New A-\' Products 47
plus; a directory of n.'^tion.^l
audio-vi.sual convention exhibitors
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Editor ir Publisher
William Ball, Art Director
Robert Whyte, Circulation
Jack West
Desk Editor
Eastern Editorial Bureau
Robert Seniiour, Jr., Eastern Manager
489 Fifth Avenue, New York City
Phone:
Riverside 9-021.5 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr. }Vcstern Manager
6605 Hollywood Blvd., Hollywood, Cal.
Telephone: Normandy 2-9490
Issue Four, \'oIutne Ten of Business Screen Magazine
published June 20. 1949. Issued 8 times annually at
six-week intervals at 812 N. Dearborn St.. Chicago, by
Business Screen Magazines, Inc. Phone W'Hitehali
4-6807-8. O. H. Coelln, Jr., Editor and Publisher. In
New \ork: Robert Seymour, Jr., 489 Fifth Ave. Tele-
phones Riverside 9021,i or MUrray Hill 2 2492. In
Los .-\ngelcs: Edmund Kerr, 6605 Hollywootl Blvd.
Substription S3. 00 (domestic): $4.00 foreign. Entered as
second-class matter May 2. 1946. at the post otfice at
Chicago. Illinois, under .\ct of March 3, 1879. Entire
contents cop\rigbt 1949. Trademark registeied l'„S.
Patent Office. .Address advertising and subscription
inquiries to the Chicago office of publication.
PROGRAM SERVICE
for weekly
Employee Showings
•k More than 85 sound and color motio!
pictures produced by American Industry and
distributed by Modern Talking Picture
Service, are available on a free loan basis.
These films cover a wide range of interest;
some deal directly with the basic structures of,
freedom and progress in the American Way-
give a better understanding of our economii
system— others provide information on con
sumer education, health and hygiene, home-
making, thrift, sport and travel.
Hundreds of successful industrial users re-
port employee interest and enthusiasm for
these entertaining and informative weeklyfl
film programs. They provide relaxation,
stimulate morale and build goodwill.
You can arrange a well-balanced schedule
of selected films— suitable for men, women or
mixed audiences— to be delivered on specific
dates for your showings.
26 Regional Film-Exchanges Help
Arrange Schedules & Supply Programs
IVrite for folder describing this
ertiployee program sen'ice
MODERN TALKING
PICTURE SERVICE, Inc.
9 ROCKEFELLER PLAZA 142 E. ONTARIO ST.
NEW YORK 20, N. Y. CHICAGO 11
U5INESS SCREEN MAGAZINE
M.
Lotion pictures sponsored
Dv industry must necessarily meet ^vitn tne approval
of tne sponsor and must also move to action tne
audience to ^vnicn ne directs nis message. If a film
also pleases tne experts, ootn sponsor and producer
are gratified.
T^vo W^ildin^ pictures -^vere so nonored at tne second
annual film festival neld in June under tne auspices
of tne Cleveland Film Council. Voted oest in tlie class
of employee training ^vas **Vou Can Tell by tne
Teller," made for Onio Bell and released oy tne Bell
System. W^inner in tne field of industrial relations
^vas "A Letter from America." produced for Goodyear
Tire Si RuDoer Company.
Sno^vin^ of eitner or both can be arranged by calling
any W ilding studio or oiiice in tne seven cities listed
on tbis page.
*CHICAGO
1345 Argyle Street
NEW YORK
385 Madison St.
^DETROIT
4925 Cadieux Rd.
CLEVELAND
310Swetland BIdg.
^HOLLYWOOD
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Neave Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS, INC.
nniv orr^TTTDcc
Western Electric
RECORDI NG
C T T "T^ T7 T^ T T IV ,r C
TP T^X T^TSTTfT ^"^ TVT T-^TTIfcrr^
T
HE FILMS WE PRODUCE in this
lapidly expanding field of commercial
industrial films stand in continual
judgement before the bar of public opinion.
As the audience increases a hiuulred-lold with
each month's output of 16mm sound projec-
tors and 35mm sound and silent slidefilm
projectors, the audiences available lor spon-
sored and informational films are coincident-
ally increasing. Millions of our kllovi- citi-
zens are seeing tliese pictures in their club-
rooms, factories, lodge halls, church auditori-
ums and the multitude of other places where
people meet and discuss theii nuilual inter-
ests.
That is the challenge we umsi now meet
in two important ways. The first ol these is
obviously more good films. Meaningjul films
with highly original concepts in their creative
construction are the least we can provide.
Get the cobwebs oiu of your minds and pin
the larceny of competition out of your hearts
when you face the multitudes in this great
audience. Kick the status cjuo out of your
attitudes and look to the surging forces ol
mankind's struggle for new social concepts.
Any darn fool who thinks that the social gains
which the guy on the street has won in the
last two decades are going to be reversed sim-
ply because some of them are being mis-
handled in Washington is spitting into his
own wind.
We have tew restraints upon us beyond
those which we impose through lear of t)ur
own dreams, the lack of our own imagina-
tion, and sheer guts. If men like Bell, Car-
negie, and Edison had the brains to create
our wealth, can those who administer for the
fuliuc allord to have any less imagination?
TJie Power of Films Amply Demonstrated
♦ The medium of films is vastly unexplored
as yet. Hollywood has amply demonstrated its
emotional power and the truly international
language with which it alone can speak.
Men like Robert Flaherty have captured the
beauty and wonder of its story-telling magic.
Pictures like the Miracle in Paradisr Valley,
The Light in Your Life, and The Magic
I'hune show us that commercial sponsorshi|)
and the interests of the public audience can
lie served with nnitual profit and undimin-
ished creative and technical skill.
This is what we believe. We share that
belief with members of a small bin prophetic
group of sponsor executives ^vho hax e founded
right off the reel j
THE GREATNES.S WHICH THIS POTENT MEDIUM OF PICTURES
CAN ACHIEVE MERITS CREATIVE ORIGINALITY AND COURAGE
the Industrial Audio-Visual Association. The
professional interests of its members and the
grovv'ing number of companies with film sec-
lions or departments is further e\ idence ol
the solid growth ol this conmuuiitaliou me-
dium.
Most signiliianl ol all is ihe irend lowaiil
recognition ol standards ol quality anil iral
x allies by the members of the Industrial Au-
dio-Visual Association. In two meetings this
year we have seen that theme stressed time
and again. These men know the xvorth ol
creative ability. They know that pictures
must move toward their destined greatness.
Fortunately, in more than one instance, their
managements have demonstrated the courage
and imagination to back them up. Fheir
economies afiected for the good of their com-
panies will be in the areas of needless dupli-
cation, eliminaiion ol wasteful accumulation
of unused prints, more effective internal use
of all the media— in the proper places and at
the proper time.
Significant Research Study Just Published
♦ The managements concerned with the fu-
ture of the lactual film will find substantial
evidence for faith and lor continued progress
in the recent publication ol "Experiments on
Mass Communication" ihe third volume in
ihai vital series of studies in social psychology
in World War II. This report of the results
of Army films in terms of increased learning,
affects on attitudes, and the application of
psychological principles to the complexities
of films is a powerful foreword to an entire
future program of similar research which in-
dustry should conduct. We note with ex-
ueme interest the decision of Studebaker ex-
ecutives to conduct research on tlieir new film
Partnership in Faith reported elsewhere in
this issue. We are keenly aware of the audience
reaction research efforts of the Bell Telephone
and Shell Oil film people.
We can take pride in external efforts to
judge our wares such as the recent Cleveland
Film Festival, the National Committee on
Safety Film awards, the British "oscar" and
Venice award to Flaherty's Louisiana Story.
More and more of this should be encouraged.
Commercial film producers: please note
♦ A closing word to our producer friends.
\'ours is the greatest opportunity in the mod-
ern history of this medium. Some tell us thai
sponsors clon't have the guts to take your ad-
vice. Others say that the budgets aren't big
enough. But they tell me, too, that the li
get lor The Qiiiel One was meagre. So it ,,i',
lie dime! They have reported that Stainhml
Oil ol New Jersev contributed .?2,''i«.0U(l m
make L(nnsi(nia Story possiljle. So spoiiM'i^
hirer coinage! No, the challenge is yoiiis m
ihe medium you can help make better in 'il
most ei'crything you do. That you have ilir
ledniical skill goes without question (ui
should at least) so the rest is up to the men
who create and dream beyond the limils ol ;
the past— into the future where the medium
can bring your sponsors a force they Ikim'
long awaited.
Neies Notes Reported at Presstime:
♦ M. Clay Adams has been appointed mana-
ger of the commercial and television depart-
ment of RICO Pathe, Jay Bonafield, vice-
president and general manager of the com-
pany, has announced.
♦ The "biggest yet" trade show ol the Na-
tional Audio-Visual Convention which opens
on July 31 in Chicago will include the exlii-
tors especially listed for your benefit, Ijeguv
ning on page 39 of this issue.
♦ That wonderful Chicago I^ailroau Fair.
which played to two and a halt million people
last year, reopened June 25 tor KID days. All
the railroads of last year plus two oihers are
represented in an even better edition ol this
fascinating exposition. The "Wheels A'RoU-
ing" pageant has been restaged with many
new numbers and will again play to capacity
audiences. So make your plans to attend now
and come to Chicago for the Fair!
♦ Some great features are coming up in the
August Business Screen. We've been work-
ing on a major feature about the entire
Generai Mills film program, including their
sports films: there's a round-up of other films
in sports fields; the Illinois Central employee
film showings will Ije described and a com-
plete research piece on film dislribution mav
well be ready to begin publicaiion in ihis
next issue.
4 Copies ol ihe recent Business Scui'tN puhli
cation "Ihe American Heritage in Films'
can be obtained by writing the Advertising
Department of the DeVry Corporation. I U 1
Armitage Avenue, Chicago.
♦ Don't miss a copy of the "Experiments on
Mass Communication" just published by the
Princeton University Press. We're stocking it
at Business Screen at the regular published
price as a special reader service. See other
pages of this issue for particulars. -OHC
BUSINESS SCREEN MAGAZINE
/^^
t
^;
i>^"
WW
"The light in your life", a motion
o i&
picture fantasy, utilizing ingenious scenes of new
cartoon animation techniques, conveys the importance
of modern lighting in our complex society. It was
produced in color for the Lamp Department of General
Electric, whose sicilled research and engineering has
made this twentieth century magic possible.
STUDIOS • HOLLYWOOD 2 8 l/U^ C A L I F O R N I A
selling "millionaires' vacations'
to the millions
WITH AMPRO SOUND PROJECTORS
Designed for Industry
PORTABLE — A 16mni. sound projector, am-
plifier, 8" speaker and cord, space for extra
400' reel — all in one portable case.
COMPACT— Measures only 15" x 2IV2" x
9'%". Lightweight, easily portable.
RICH TONE QUALITY— Amazing quietness
makes for complete listening enjoyment.
PROTECTS FILM— Exclusive Ampro Triple
Claw movement and other Ampro features
assure complete film protection.
EASY TO SERVICE— The entire chassis can
be removed for mechanical and electrical
servicing.
ECONOMICAL — Sturdy, tested design as-
sures long, trouble-free operation — with
minimum service cost.
CHICAGO AND SOUTHERN AIR L I N E S. < n c.
uses a group of Ampro 16mm. sound projectors to
glorify the romantic beauty of Caribbean air cruises
What was once a paradise fur millionaires has
now become a vacation playground for millions
of average folks, due mainly to pioneering of
package air cruises by C & S Air Lines. Spear-
heading the promotion of vacations-by-air to
Havana and Jamaica, the new 16mm. full color
sound film. "The Skyway to Romance." pro-
duced for C & S by R. C. Bennett of Hollywood.
This forward-looking air line has found that
16mm. sound movies are a dramatically effec-
tive way to sell the wonderful pleasures of their
package air cruises. These busy Ampro Sound
Projectors have become "Star Salesmen" for
Chicago and Southern Air Lines. Inc. — turning
prospects into passengers convincingly and
profitably.
Ampro sound projectors
"business aids" in thousands
More and more industrial leaders are realizing
the tremendously effective impact of 16mm.
sound motion pictures. Sound movies are being
used with dramatic results in sales, employee
training, product demonstrations and public
relations. Every day new companies are add-
ing their names to the list of those already
making Ampro sound projectors pay big
have been essential
of progressive companies
business dividends. The superb "professional
quality" picture and sound reproduction, the
extra measure of film protection and easy
serviceability — the skill acquired in 20 years
of building premium quality projection
equipment ... all these things have made
Ampro Americas preferred 16mm. industrial
sound projector.
• AMPRO CORPORATION BS104 .
*283S N. Western Ave., Chicago 18, III. •
• ['I'-a^c si-iul iiif full di-laiU, specihcations and prur *
•on llif Ampro 'Conipad" Uinini. Sound Proterior. •
• also free booklt-t. "A Powerful Aid to Industry." *
• Najne ,
• •
• Address •
• •
• City Stale •
• If you show 16 mm. movies in a
large auditorium — school, chapel,
hotel ballroom, industrial theatre or
other room, seating from 100 to 1000
people— give your audience the finest
projection of all! The carbon arc is
four times brighter than the next best
16 mm. light source. The "National"
"Pearlex" Carbon Arc provides
highest visibility and perfect color
balance.
A number of leading manufactur-
ers now offer 16 mm. projectors fitted
with the carbon arc lamp. Mail the
coupon at right and we'll send you
more details on the arc — and we will
also ask the equipment dealer near-
est you to tell you all about the
projector.
The regislered trade-maTki "fiaiional" and
"Pearlex" distirtgiiiib carbons produced by
NATIONAL CARBON COMPANY, INC.
Unit of Union Carbide and Carbon Corporation
QIS3
30 East 42nd Street. New York 17. N. Y.
Division Sales Offices: Atlanta. Chicago. Dalla*,
KaQsas CitY> New York, Pittsburgh. Sao Fraocisco
National Carbon Company, Inc.
30 East 42nd St., New York 17, N. Y.
Please send me complete details on
"Notional" Carbons for 16 mm. projec-
tion...and ask my local dealer to ex-
plain the advantages of the projection
equipment. Dept. B5
Nome -
Cify-
NUMBER 4
VOLUME
19 4 9
a I Automatic
oj Sound
° Slide Film
n in 10 minutes
o
o
NEWS
PRESENTS
All sound slidefilra programs
can be converted for auto-
matic proiection in the time
it takes to play the record.
You can convert any
sound slidefilm simply
and economically with
the EXPLAINETTE Film
Synchronization Punch.
It is simply a matter
of punching a series
of holes in a piece of
black leader stock and
then immediately play-
ing your sound slide-
film automatically.
Write for illus-
trated bulletin
"Show Them Automat-
ically". Address
request to:
VISUAL AIDS DIVISION
MANUFACTURING CO.
Sf. Charles, Illinois
BS79
OPERADIO
BUSINESS SCREEN REFERENCE PUBLICATIONS
# Tliese handbooks and guides are
available at low-cost foi your refer-
ence shelf:
NATIONAL DIRECTORY OF
SAFETY FILMS: lists over 500 mo-
tion pictures ami slidefilnis incltid-
iiig sources only 2.'ic
SF'ORTS FILM GUIDE: lists neai-
Iv 800 motion pictures and slide-
hlnis plus sources (archery, baseball.
golf, football, etc.) !JOc
AUDIO - VISUAL PROJECTION
ISTS HANDBOOK: colorful, plas
tic-bountl manual on best presenta-
tion of films, includes special chaits.
diagrams, etc only $1.00
AMERICAN HERITAGE IN
FILMS; special new listing of cur
rent films on this subject inclutling
sources only 25c
Order today from BUSINESS SCREEN MAGAZINE
812 North Dearborn Street— Chicago 10, Illinois
New York Film Council Elects
Officers as Four+li Year Begins
♦ .Starting its fourth year of ac-
tivity, the Nt;w York Film Coun-
cil has elected Irving Jacobv as
chairman for 1949-.5(). Jacoljy,
wliose documentary productions
include The Pule Horseman,
Higli Over the Border, and Jour-
ney into Medicine, has Ijeen a
member of the film group since
its inception. Albert J. RosiiN-
BERC, manager of the Text-Film
division of McGraw-Hill, is the
new vice-chairman. Reelected for
second terms as secretary and trea-
surer respectively were Sophie C.
HoHNE and Theodosia Strate-
MI VER.
Executive Board members of
the New York Film Council for
1949-50 are Willard Van D'* kic,
Thomas J. Brandon, Julien Bry-
an, Cecile Starr, John Florv,
Emily Jones, Florence Ander-
son, Robert Snyder and Mrs.
Mildred Mathews.
The New York Film Council,
an affiliate of the Film Council
of ,\merica, is devoted to the in-
creased production, distribution
and use of audio-visual materials
in the public interest. With a
membership of over 125 in the
Greater New York area, the film
group is made up of representa-
tives of public libraries, schools,
youth-serving organizations, col-
leges and universities, museums,
and other local and national pub-
lic service institutions, as well as
film producing and distributing
agencies.
Activities during the past year
have included a two-day work-
shop designed to assist program
planners in selecting and using
non-theatrical films: a formal ap-
peal to the New York City Board
of Estimates to increase its annual
budget for audio-visual materials
in city schools; and special assist-
ance in establishing a non-theat-
rical film information center at
the New York Public Library.
.\ monthly schedule of non-the-
atrical filin events in New York
City is one of the new undertak-
ings of the film council. This
schedule is an impartial listing of
all screenings, lectures, film soci-
ety programs, and other meetings
at which non-theatrical films are
shown. The first undertaking of
its kind in this field, the monthly
calendar is mailed free of charge
to members of the group.
New Booklet Published by Ampro
♦ A new 28-page booklet, A Pow-
erful Aid to Industry, has been
made a\ailable by .'\mpro Corpo-
laiion, manufacturer of precision
llimm sound motion picture
equipment. This booklet tells the
proper function of sound motion
pictures in industry.
.Ampro has put into print the
experiences of industrial organiza-
tions and thsir problems in job
training, salesmanship, produc-
tion problems, and personnel re-
lations.
This, plus other information on
availability and facilities for
showing films, makes the booklet
well worth a nominal 10c cost. (In
quantities $5.00 per 100 copies.)
Write Aiupro Corporation, 2835
N. Western Avenue, Chicago 18,
Illinois.
BIS Film Chief Returns to England
♦ From the Briiish Inform.-vtion
Services comes word that Thomas
Hodge, director of films and pub-
lications division, sailed for Eng-
land May 25. While overseas,
Mr. Hodge will discuss questions
of film production and distribu-
tion with officials of the Foreign
Office and of the Central Office
of Information.
West Coast Television Stations
Linked to Begin Network Operation
♦ Two video stations on the
West Coast, KTL.\ of Hollywood
and KFMB-TV of San Diego,
have forged the first link in the
coming West Coast television
web. This step was taken when
RTL.-\ relayed the "Hoffman
Hayride" program to KFMB-TV
for that station's inaugural pro-
gram.
Klaus Landsberg, Paramount's
West Coast director, said that this
is the beginning of an elaborate
hook-up and an important mile-
stone for the television industry.
Without the use of either coax-
ial cable or "booster" transmitter
towers, 125 miles were bridged in
bringing this network into being.
This is the longest single-hop
transmission of a signal for com-
mercial rebroadcast ever accom-
plished.
Type Titles
... a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET ■ CHICAGO 11
10
BUSINESS SCREEN MAGAZINE
This sensational new record
cuts costs up to 42X
More Program time per 12" Disc than on present 16" Record
COLUMBIA
( Lp ) Long Playing Microgroove
TRANSCRIPTIONS
Before you start any slide film project — see and hear
this great new LP record. Call, Wire, or Write
A DIVISION OF COLUMBIA RCCORDS St
Irode-MaHii "Co'umbio" ond ©f (?#g L/ S Po' Off Marcoi Hegiilrodat G Trade Mark
New York: 799 Seventh Ave., Circle 5-7300
los Angeles: 8723 Alden Drive, BRadshaw 2-5411
Chicago: Wrigley Building, 410 North Michigan Ave., Whitehall 6000
NUMBER 4 • VOLUME 10 • 1949
11
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Have you looked at one lately?
GE LAMPS
GENERAL
ELECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
DuPont Begins Manufacture
of Magnetic Recording Stock
♦ Iiii 1)1 I'oNr Company is
niMiiiiii out small scale pro-
duction of magnetic somid re-
cording stock for use in (he
professional motion picture
industry.
Still in the development
stage, the new film is being
evaluated in actual use by a
iHimbcr of studios. Hu Pont is
niaiuifactiuing it in its Par-
lin, N. J., works and has adc-
late production ccpiipincnt
to meet all foreseeable de-
mand.
Feature of this type of stock
i-, that it can be played back
iiimiediately withoiu develop-
ing. It can be edited immedi-
ately or wiped off for re-re-
(ording. This is of particular
\alue in recording sound el-
ects and saves much time for
all recoiding.
It is beliexed that the mag-
netic recording fdm will be
used through all phases of
motion picture production,
except for release prints.
Ihcse piints will be made in
the usual way with photo-
graphic sound tracks. I'his
means no change will be nec-
essary in projecting equip-
ment now operating in thea-
ters.
.\ post-war de\el()|)ment,
the Ou Pont stock is .Ofl.'i inch
thick, is on acetate liase, and
is sold in widths of 35. 171^4,
and 16 inillinielers.
National Film Board Appoints
Chatwin Distribution Head
♦ Leonard W. Chatwin was
recently appointed director of
distribution of Canada's Na-
tional Film Board in Otta-
wa to replace Jack Ralph who
is traveling abroad.
Other appointments to take
place in the Board were: Ma-
jor C. W. Carter, director of
adult and visual education of
the department of education
of Newfoundland, as NFB re-
gional agent at St. Johns;
ClI.\RI,I S W. AfARSHALL, co-or-
dinator of Canadian non-the-
atrical distribution; Maurice
CusTEAU. regional supervisor
for Quebec; Joseph Beaure-
gard, assistant to Mr. Custeau
and R. E. Johnson, acting as-
sistant regional supervisor in
Regina.
OVER 10,000 INDUSTRIAL COMPANIES
NOW USE BUSINESS SCREEN SERVICES
12
BUSINESS SCREEN MAGAZINE
\v\l///
THE INCOMPARABLE NEW DeVRY "SUPER 16"
^^j/f€ .^Jh'iifid fVl/ioimn ^^idule
NOW EXCLUSIVELY "SAPPHIRE-JEWELED'
FOR A'LIFE OF MATCHLESS PERFORMANCE
DeVry engineering leadership has now perfected a
lT6;jun sound motion picture projector that out-
perform§ and out-lasts anything in the field. To the
inconiparahitj, qualities of "Super 16" illumination
brilliance and hi>h,est-fidelity sound, DeVry research
l»as now added — for Hie first time anywhere in pro-
jectiK^i — a sapphire-jewele3 <4novement. *
There's Nothing That Compares With
the Entirely New DeVry ''Super 16"
Truly incomparable, this new DeVry "Super 16" sound projector se/s the highest
standards of quality in screen illumination, sound reproduction, and all-around
projection efficiency.
Its long life of trouble-free performance affords maximum economy to the user,
plus the finest in sound film presentation. Check these vital points of comparison:
LIGHT OUTPUT: by metered lest the "Super 16'"' outperformed all competitive pro-
jectors for most brilliant illumination by 40% to 250%. SOUND QUALITY: by
metered test outperformed the field on truesl-to-life sound. Every tone of voice,
music or sound effects reproduced flutter-free as originally recorded. SPECIAL
FEATURES: only DeVry gives you non-stop film performance with the exclusive
"Auto-Magic" film positioner. First projector with magnesium alloy mounting
plate, and other parts combining strength and lightness — projector weighs only
37 pounds! Speaker in matching duraluminum case weighs only 15 pounds. See
it ! Hear ii ! Compare it — point by point !
WHY DeVRY USES SAPPHIRE JEWELS
At the vital points of film contact and
maximum wear, the indestructible sap-
phire jewels shown above now provide
the "Super-16" with utmost film pro-
tection and a lifetime of replacement-
free performance at these points. Sap-
phire jewels combine a hardness and
toughness exceeding that of any man-
made material, affording a wear-
resistant surface that will not burr,
corrode, or become distorted with use.
Harder than the hardest steel and
dimensionally stable against age or
temperatures, these polished sapphire
surfaces are the greatest economy to
the user — prolonging life of both
equipment and valuable sound films.
Your best buy is a DeVry !
V
The 16mm sound projector with mozda illumination that approximates arc
lamp brilliance. Eye-pleasing pictures obtained at distances up to 180 feet I
'Sapphire jewels (oplioiial at slight extra cost) arc available al five major points of the "Super 16"
mechaDiim : the constantly moving shuttle (left above I which advances the film; and on the four guide
raiU of the aperture plate, as shown.
JI rite for free
iUustraied folder
and sped fie at ions.
Address Dept. l^D
DeVry CORPORATION
1111 ARMITAGE AVENUE • CHICAGO 14, ILLINOIS
New York: 52 Vanderbilt Ave. • Hollywood: 5121 Swnsel Blvd. • In Conoda; contoct Arrov^ Films, Ltd. • 1115 Boy St., Toronto
Business Screen Bookshelf
Maintained as an industry service for our
readers . . . the Bookshelf now stocks every
important reference volume devoted to
audio-visual problems or utilization. Write
for complete checklist.
JUST PUBLISHED!
The most important factual report
on mass communications in wartime
"EXPERIMENTS ON
MASS COMMUNICATION"
by Carl I. Hovland
Arthur A. Lumsdaine
Fred D. Sheffield
Volume 3: Studies in Social
Psychology in World War II
"k This volume reports on the studies
of mass communication, particularly of
films, made during World War II by
the Army. These studies were part of
a giant enterprise in social science re-
search sponsored by the Research
Branch, Information and Education
Division of the Army, under Major
General Frederick H. Osborn. The
monumental task of preparing the 4-
volume "Studies in Social Psychology
in World War 11" was then undertaken
by a brilliant group of sociologists and
social psychologists.
The primary purpose of the research
in this key volume 3 of the series was
to evaluate various Army films and
programs designed to make the soldier
aware of the ideological issues behind
the war. Also studies methods used in
mass communication of purely tech-
nical instruction. Studies of both types
— indoctrinational and instructional —
are Included.
Contents report on effects of vari-
ous educational devices In Increasing
the amount learned and also provide
surprising findings about the course of
opinion change with the passage of
time. Indispensable to all interested in
mass communication methods for in-
struction and indoctrination. Published
by the Princeton University Press.
345 pp., illustrated . . per copy $5.00
Order today from
BUSINESS SCREEN
812 N. Dearborn
Chicago 10
w
Award Twelve Oscars
at Cleveland Festival
■k Over 200 eiuhiisiastic film users gathered at
the Hotel Carter on June 1(3 for the all day
meeting ol the Second Annual Cle\eland Film
Festival. The Preview Committees which had
been screening all entries for several months
selected 89 films which were shown in the
lollowing categories: .Sales Promotion and
Public Relations, Safety and Fire Fighting,
Employee Training, Mental Hygiene, Art and
Music, Religion, Industrial Relations. Super-
visory Training, Adult Education, Teaching
and Classroom, and Travel.
Throughout the day the audience attended
the showings of their choice, selecting from 6
different screenings which ran simultaneously.
Participaius acted as film juries, casting ballots
lor the pictures which they considered most
successful in each group. W. Ward Marsh,
motion picture critic of the Cleveland Plain
Dealer, awarded gold "oscars" to the prize-
winners at the baiKiuet in the evening.
Audience Selects Twelve Winners
Festival "oscar" winners were Our Silent
Pailner (East Ohio Gas Co.). Diagnosis Danger
(St. Paul Mercury Indemnity). You Can Tell
by I he Teller (Bell Felephone Co.), Your
Children and You (BIS), The Loon's Neck-
lace (Crawley Films— EBF), Answer for Anne
(National Lutheran Council) , A teller from
America (Goodyear Fire and Rubber Co.).
Picture in Your Mind (International Film
Foundation) , Princess and the Dragon (Ster-
ling Films). Farmer-Fisherman-Norwny
(United World), and Glacier Park and the
Canadian Rrjckies (Paul Hoefler Productions)
were the other Festival winners. AH were
(hosen by the balloting of their audiences.
Nini-.tv-nink Films Were Shown
In the class of Supervisory Training films.
Strange Interview produced by The Jam
Handy Organization tor General Motors was
the first selection. The Bell Telephone and
Goodyear "Oscar" winners were produced by
Wilding Picture Productions, Inc. Answer for
Anne is a Caravel Films production. Diagnosis
Danger, produced by Chicago Film Studios.
was also a recent National Safety award win-
ner.
A total of ninety-nine pictures were shown
in the twelve classifications. Of these, twenty-
one were in the leaching and Classroom area,
thirteen on Religion, twelve in .\rt and Music,
and thirty-two in the five industrial classifica-
tions.
Ihis year's Film Festival was put on a self-
liquidating basis with registration for non-
members at $7.00 for the entire day and eve-
ning program. .Attendance would have been
much larger among casual \isitois on a "free"
admission basis but definitely interested group
and business leaders were in attendance and
in good numbers.
Out of town visitors from the film field who
attended the Festival were Allan H. Mogen-
sen. Director of the Lake Placid Work Simpli-
fication Conferences, who spoke and showed
films on time and motion study, John Mac-
kenzie Cory, executive secretary of the Ameri-
can Library Association, Dennis R. Williams,
\ ice-president, EBFilms, Kenneth R. Edwards,
Eastman Kodak Co., Miss Florence .Anderson,
Carnegie Corporation of New York, and Mrs.
Patricia Blair, Film .Advisor, American Li-
brary Association.
Special Award to the Festival Chairman
Surprise award of the evening meeting went
to Miss Virginia Beard, Head of the Film
Bureau, Cleveland Public Library, for her
outstanding job as Program Chairman for
the entire Festival.
The preview committee chairmen respon-
sible for the selection of films were Richard
F. Reynolds (Fuller, Smith and Ross, Inc.),
Otto C. Haier (Standard Oil of Ohio), Dale
Cannon (White Sewing Machine Co.), Samuel
Whitman (Cleveland Mental Hygiene Asso-
ciation). .Ada Beckwith (Lakewood Board of
Education), Wm. S. Hockman (Lakewood
Presbyterian Church), Leo Rosencrans (Wild-
ing), Tressa Jenkins (Ohio Bell Telephone),
Leslie Frye and Ruth Thompson (Cleveland
Board of Education), Fern Long and Elizabeth
Hunady (Cleveland Public Library Adult
Education Dept. and Film Bureau).
The Festival was sponsored by the Cleve-
land Film Council whose officers are: presi-
dent, Harold R. Nissley (GE) ; first vice-presi-
dent. Mrs. Florence Craig (Cuyahoga County
Library) ; second vice-president, Winifred
Slenker (Ohio Bell Telephone) ; recording
secretary, Samuel E. Davies (Emerson Junior
High School, Lakewood) ; corresponding sec-
retary, Dwight Hanchette (retired) ; and trea-
surer, Kenneth Vermillion (Chambers School,
East Cleveland) . •
MOTION PICTURES WANTED
Ilinim Kodachronie for school mar-
ket. National organization interested
completed films or uncut footage with
educational value. Only professional
quality material considered. Give full
details first letter. Address Box 401.
BUSINESS SCREEN M.4G,4ZINE
812 N. Dearborn St., Chicago 10. 111.
14
BUSINESS SCREEN MAGAZINE
The great films of
Today are shot with
The MITCHELL STUDIO MODEL"BNC" is
a truly silent camera for sound photography.
No blimp is required. Its smooth, positive
operation saves many costly hours of pro-
duaion time. Since the introduction of the
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made it standard equipment.
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The MITCHELL "16" is enthusiastically
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, 85% of the motion pictures shown in theatres throughout the world ore filmed with a Mitchell
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TRENDS
YOUR CALENDAR OF EVENTS
Ndved Convention and Trade Show
at Hotel Sherman, Chicago July 31
♦ The N.WED C;on\entioii and
Trade .Show will coiuiniic" Ironi
July 31 ihiough .August 3 at the
.Sherman in Chicago. All the new
products ot the industry will be
shown in the 90 booths which will
cover the mezzanine of the hotel.
There will also be showings ot
new films and fi.lmstrips.
Film Council of America Annual
Meeting in Chicago on July 30-31
♦ The second iiinuial meeting of
the Film Council of .America will
be held in conjunction with the
1949 .\nnual Audio Visual Con-
vention and Trade Show at the
Sherman Hotel, Chicago Jiih 30
and 31.
The FC.\ jirogram ^vill begin
Friday morning July 29, witli a
meeting of the members of the
FC.\ Senate followed by meetings
ot the Board ot Trustees and the
National Industrial Advisory
Committee on Friday afternoon.
The main program will begin at
2 p.m. July 30, and will reach a
climax at a banquet to lie held
that evening. The business meet-
ing iind election ot officers will
conclude the Conference Sunday
moniing |ul\ 31.
Associated Industries of Cleveland
Industrial Clinic In September
♦ Cleveland will hoUl the annual
fall industrial clinic of the Asso-
ciated Industries of Cleveland Sep-
tember 16-17. Among the speakers
at the sessions will be Lawrence
Appley, president ot the .American
Management .Association and for-
mer vice president of iMontgomerv
Ward 8; Co. and Claude Robinson,
president of the Opinion Research
Corporation.
Kodak First Quarter Earnings Drop
9.1% Off Same Period of Last Year
♦ The first tjuarter earnings ot
Eastman Kodak Company has
recently been annoiniced. The
first quarter figure of §11,728,892
is off 9.1 percent from the first
quarter of last year. The earn-
ings are equivalent to $.89 a share
on the common stock.
Thomas J. Hargrave, presi-
dent, states that, "We held our
own in total sales during the first
quarter of 1949, but there was a
fairly strong downward trend in
the company's business as the
quarter progressed, which trend
is still continuing."
Third International Film Festival
Opens in Edinburgh on August 21
♦ I he Third International Festi-
\al of Documentarv Films will
again be a ])art of the Internation-
al Festival of Music and Drama in
Edinburgh from .August 21 to .Sep-
tember 11. As the only interna-
tional festival devoted entirely to
documentary films, the prestige ot
having films shown at Edinburgh
is now a coveted honor among
documentary producers through-
out the world. While the festival
is non-competitive, a much prized
certificate is issued to all films se-
lected for exhibition.
Films of real lile from interna-
tional sources will be shown dailv
throughout the three weeks of the
festival — at seven major Sunday
performances in tlie Caley Picture
House, which will include the out-
standing feature films, and at
eighteen weekday performances in
the Monseigneur News Theatre,
Princes Street, where the short
films in many styles will be shown.
At last year's festival 130 films
from 26 countries were shown, and
from information already supplied
it is clear that the international
interest will be as widespread on
this occasion. In addition to the
major film-producing countries
represented last year, enquiries
ha\c been received from Mexico
and Turkey, two countries not
represented last year or the year
before.
One of the outstanding films
shown at last year's festival was
lluhcns, by Henri Storck ot Bel-
gium. The Belgian Embassy has
intimated that Henri Storck's new
film on child delinquency will be
a\ailable for this year's festival.
Among the Danish films which
it is intimated will be a\ailable
for the festival is one on the work
of the Danish sculptor, Thorvald-
sen, by Carl Dreyer, director of
T/ie Passion of Joan of Arc and
Dciy of ]V>alh.
SMPE Group Meets at Toledo
♦ .At the recent central section
regional meeting of the Societv
OF Motion Picturp: Engini:ers
there were several items of interest
to educators as well as engineers.
There wa<. a tour of the Strong
Electric Corporation, manufactur-
ers of arc lamps, spotlights, recti-
fiers and reflectors. This was fol-
lowed by a speech by Prof. Rob-
ert W. Wagner, department of
photography, Ohio State Univer-
sity. He spoke on the I6mni pro-
duction in the university field. He
is the super\isor of motion pic-
tures for the LIniversity.
16
USINESS SCREEN MAGAZINE
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W^e specialize in developing good film ideas that solve problems.
Of course, if you have no problems
You're looking at a film ....
from the business side of the cellu-
loid. Things look a lot different from
this point of view : To the conscien-
tious producer of commercial films
— and especially to his client — the
only successful film is one that
solves a specific business problem.
Because we understand that the
finest production dramatically, tech-
nically or story line-wise, is a flop
unless it solves the client's problem,
our philosophy and technique of
filmaking starts from the premise
that every successful business film
must do a specific job. The day may
come when businessmen will buy
films that merely entertain or self-
glorify — until it does, we'll con-
tinue to make films that solve busi-
ness problems.
For more than a decade, Films
for Industry has been solving im-
portant problems for its clients.
Perhaps that is why it has grown
to be one of America's most impor-
tant producers of business films . . .
with one of the largest, self-sufl5cient
studios in the industry . . . and many
of the country's largest business in-
stitutions among its clients.
// you have a problem in your
business, why not tell us about it?
We'll show you some of our films
(which will give you an idea of our
scope, of our technical perfection
which is recognized throughout the
industry) but they, after all, are
solutions to the other fellow's prob-
lem. Then .... we'll come up with
a complete plan for solving YOUR
problem .... story line, sketches,
shooting script, budget, etc There
will be absolutely no obligation of
any kind.
We have that much confidence in
films that solve problems.
rj FIIMS FOR INDUSTRY, INC.
ISEff YORK— 135 WEST 52nd STREET • PL.\ZA 3-2800
OUR GOOD FILMS HAVE SOLVED PROBLEMS FOR: Ansco • William L. Barrell Co., Inc. • Boonton Molding Company • Bristol-
Myers Co. • Burlington Mills, Inc. • Calling All Girls Magazine • C. B. S. Television • The Cincinnati Milling Machine Co. • Formica
Insulation Co., Inc. • The Gruen Watch Co. • Richard Hudnut Company • Hughes Brush Division, Johnson & Johnson • MacGregor-Gold-
SMiTH, Inc. • Mahoney-Troast Construction Co. • Modern Packaging Magazine • Philadelphia Textile Finishers Co. Proctor & Gamble •
Pyrene Mfg. Company, Inc. • Reid's Ice Cream • Society of Plastics Industries • Spaulding Bakeries • Sun Oil Company • Westinghouse
Electric Company • Thk Univis Lens Co. • Yale University
NUMBER 4 • VOLUME 10
17
PROIECTION
LENSES
Recognized, and specilied as standard equipment by
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35mm slide proiectors
SOMCO short focal length (wide angle) proieclion lenses
will produce (ull-saeen images at short range SOMCO
long focal length ptojecfion lenses ate recommended
tor "iong ttirow" projection in banquel halls, etc.
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THE COMMERCIAL NEWSREEL
Jersey City Film Aids Political Reform
•k Last month when Boss Hague and his
sloogcs were bcalen in tlic |ciscy City mayor-
alty elections by the new Mayor John V. Ken-
ny, leading polilitos ol the winning Freedom
Ticket Party ga\c a lot ol credit to a convinc-
ing film which had been regularly shown ai
all pre-election rallies.
Tilled T)iis Is Jersey City, the 12-minute
newsreel type pictnre emphasized to the voters
jnst what the social and business conditions
in the city were coming to, the deplorable
depreciation of real estate, the terrible slums
all over the city and the shocking tax rate,
one of the highest in the coinitry.
This Is Jersey City was produced by Red-
mond Farrar of Mercury Pictures, New York.
Saivyer of Johnson ir Johnson Cites
Film Value in Retail Sales Training
•k Emphasizing that the need for greater sales
effort has increased with the return of normal
business conditions, William E. Sawyer, direc-
tor of education for Johnson and Johnson, in
a recent speech has urged members of the So-
ciety for the Advancement of Nfanagement to
adopt retail sales training programs. Mr.
Sawyer said a recent survey by the National
Wholesale Druggists .Association "showed that
87 per cent of the druggists themselves seek
extra selling advice and training." And, he
noted, "5-1 percent of these specifically re-
quested clerk training."
"The only way to corral the full force of
advertising," Mr. .Sawyer said, "is to have
skilled salesmanship at the counter." Remark-
ing that manufacltuers s|)end nearlv four
billion dollars on advertising annually, he
said that a small increase in the retail sales
training budget, in relation to the advertising
expenditure, would have given these products
their final 'over the counter push.' "
Film Costs Only .A PENN'i A MiNtJTE
Mr. Sawyer said that Johnson and Johnson
settled on a training film as the simplest and
cheapest way to improve retail sales tech-
niques. "There was no other way in which we
could really tell a good merchandising story
at a cost of only a penny a minute for a re-
tailer's exchtsine attention," he related.
In urging the wider use of training pictures
for retail sales personnel, Mr. Sawyer said that
a reasonable entertainment value of films was
an important factor. "The audience must like
your picture," he said. "If it's full of your
product but has no interest value, nobody's
attention will be held. The word will spread
and you'll have small audiences."
New Retail Training Picture Shown
Johnson and Johnson's recently-produced
retail training film was then shown to the
group attending the dinner meeting, and a
panel of experts in the fields of psychology,
management and personnel participated in a
"Sponsor Meets the Critics" discussion. The
picture, entitled Sell— As Customers Like It,
was based on widespread interviews with drug-
gists, drug clerks and customers. •
Television
Commercials
on FILM
Planned, Perfected and Previewed before Telecasting
• STOP-MOTION
• ANIMATION
• SPECIAL EFFECTS
• PROJECTED BACKGROUNDS
• TRICK PHOTOGRAPHY
Write or phone for a screening of
our television commercials
ATLAS FILM CORPORATION
Over 35 years experience in motion picture and slidefilm production
till SOUTH BoutEVARD STUDIOS and LABORATORIES oak park, iliinois
18
BUSINESS SCREEN MAGAZINE
For three years, National Oats Company of East St. Louis, Illinois,
has successfully employed Victor 16mm projectors as a means of making
friends and sales for their Corno Feed dealers.
With the cooperation of National Oats representatives, Corno Farmer and Feeder
Meetings are arranged in various dealers' territories. Over 150 meetings have been
held with more than 37,000 feeders in attendance. Highlighting every gathering are
wholesome 16mm entertainment films, as well as films dramatizing farm feeding and
management aids.
The important role played by Victor in the sales and promotion program of
National Oats Company typifies Victor value and versatihty for modern industry.
There is a Victor designed to meet your specific business requirements ... to stimulate
sales as well as to train and entertain employees.
A DIVISION OF CURTISS-WRIGHT CORPORATION
Depf. Q-22, Home Office and Factory: Davenport, Iowa • New York • Chicago
Distributors Througfioui the World
NUMBER 4 • VOLUME 10 • 1949
19
■
rBOM
.-ICE I
BE^l
deni
'Say 2>
19U9
Semi jor
"A Few Facts
About Audio"
^-,.rP-^uctl-s. inc.
,,ts by ■^«'^^*"\o ^-^^^"'''■'f them belov.-.
° .taatly and I ^^ remarks alt ^^^^
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ese pi-'^^ -r Quote a j^gj. the
aatly and 1 'I ^emarKs ai ^^^^
3hov.xng, 9° -j^ picture ,
'"; ;.ar group. "E^^ceUent f
P°^^ , we customer. ^ handling
, by prospe'^^^f„ed from unit-^-O
comment ^y\„ be 6^^;f^early •"
^^^ ^ ..„. v^lXl res^
•V^« ^^^^Tt home very clearly ^^^^^^
^re brought V^om .,. result ^n the P
this shoeing J«^^^.„
"Belie^^ thi battery tru
of their f^-^' w^.andgo _„,^,<i
'Belie^« '.^r^t battery tru-
,f their f ir^^ ^^^^, .^I 1 Promised
., T y<ouid return ^^ich P
"^s^«'^ ^! lial-handlihS ^^"^
their material
to do."
to <i°-" ^ „<;elves
^v for themseiv
„ reports speaK ^
TT;iese repo ,,rm regards,
.teem and v.arm ^^^g,
Vjith higV^ ^^^^^ Sincerely y
GES-.jv
Vice Pres
20
AUDIO PRODLCTIONS, INC
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE • FILM CENTER BUILDING
NEW YORK, N. Y.
BUSINESS SCREEN MAGAZINE
T
HE REAL. MEASL RE ol ihis year's
iro|j ol iiulusiiial itlaiions and "cco-
iiomii icliicatiun" films is well worth
iiotins<. In pretace to the fi\e oi)ennig pagCN
ol this issue (dealing cxtensi\elv with hints ol
this tv|)c) we note these points ot lonsiil-
eraiion:
I. What is the size and character of the audi-
ences viewing these films, i. e. are workers see-
ing them"-
'^. What are the opinions which members of
these audiences hold after \iewing the filnis>
How ha\e thev received the sponsor's mes-
sage?
3. Is the content of these hints leliable and
triie?
Imer-nai. Programs Most Slccessfil
Most clearly successful of all films in this
general subject area are those intended pri-
marih for inteiiial employee showings. .Such
|jictures as By Then Works (General Elec-
tric). Bell Heard 'Round the World (Na-
tional Cash Register) , i'lifinished Business
(U. S. Steel) , and the General Mills annual
report films aie representati\e examples which
have been well-received. The new Studebaker
film Partnership of Faith (page 24) would ap-
pear to be an outstanding new picture of this
type.
Paradoxically, some of these films have been
welcomed bv employees of other industries
and a healthy exchange of filtiis established
Ijetween manv concerns can make a real con-
tributioit toward an understanding of our eco-
nomic system.
What .\bolt Other "Mess.^ge " Films?
The audience for such 'internal" film show-
ings is well-established and their sponsors
make adequate provision for company-wide
showings through "family evenings," plant
theatres, rented halls and school auditoriums,
and portable projection. But what happens to
the general "message " films such as those be-
ing offered bv Harding College and the Na-
tional .Association of Manufacturers' picture?
The Harding College pictures are short,
colorful and persuasive. But they will fall
largely short of their potential audience if
their sponsors continue to depend on a single
national distribution source and outright
print sales. Excepting the obviously large
distribution of theatrical prints on Make Mine
Freedom, etc., the 16mm program depends on
maximum convenience of prints, free of cost
or on a low service charge basis.
The Price of Freedom, the NAM film re-
view on this page, faces an uncertain distribu-
tion ftiture. Well-produced and technically ex-
cellent, the content of this picture is not
clear-cut and readilv understandable. It mav
well be defended as a "new concept " which
appreciates the intelligence of its potential
audience but an audience of industrial film
executives meeting at Dearborn, Michigan,
this month found the "message" somewhat ob-
scure (as did our rev iewer) .
There are those in business (and in labor)
who are still waiting for something richer
and more meaningful in the medium of "hu-
man relations" pictures tfian anvthing seen to
date. We can do better. — OHC
A tvfiitiil ItliihJii Central Rathuad employee film aiiduuie {ne article next month)
"The Price of Freedom"
A NEW N.A.M. MOTION PICTUR E REVERSES AN OLD TRADITION
StJ.MEONE coming out of a screening
last month of the National Association
of Manufacturer"s new film. The Price of
Freedom, was overheard saying, "I don't get
it. What's the angle?" .\nyone conditioned
In \ iewing the nine previous N.\M films,
which have appeared with some regularity
since 1936, might well echo this question.
The N-\M's films have never been noted
tor subtleties. In documentary or story form,
thev have alwavs been forthright expressions
of the -Association's stand on economics in
the national scene. Six NAM filins have been
documentaries on such subjects as American
industrial progress and future outlook, the
challenge of industrial research in impro\-
ing the nation's standard of living, the part
of industrv in pre-war defense preparations
and the efforts of the home front in back-
ing the fighting forces abroad.
Three Previols Efforts Are Noted
Three photoplays have concerned the in-
dustrial leadership and vision whicli uans-
formed a small town into a thriving commu-
nit\, the storv of a successful immigrant, re-
lating economic freedom with the other Amer-
ican freedoms, and the recent Three To Be
Sen'ed. the storv of a high school youth's
adventures in a business enterprise, thereby
illustrating problems of management in serv-
ing customeis. eniplovees and investors.
While consistent criticism of the aims of
these pictures has come from the left, there
have been some references from other sources
that the NAM might lay down its bludgeon
and try a sharper, more delicate instrument
to tell its story more effectively.
But, heavy-handed or not, NAM Idm pro-
grams on economic information have been
seen by a lot of people. It is estimated that
over the vears, NAM pictures have been
exhibited to 560,306 audiences. During 1948,
the total audience was 2,531,112 persons.
.About 60 to 80% of these totals were in
school showings and the remainder were prin-
cipalh business and industrial shows to em-
plo\ee and community groups.
Le.\ns To\v.\rd Obsclritv In This Case
The Price of Freedom, produced as this
vear's 23-minute addition to the N.AM film
librarv by .Apex Film Corporation, is a much
different proposition from previous efforts.
In fact, instead of stating the case and ham-
mering the viewer on the head with it sev-
eral times over. The Price of Freedom seems
to be a little obscure at times. .According to
the .N.AM announcement, it is aimed at tell-
ing the important role of a free press in main-
taining our democracy, and the responsibil-
itv of every citizen in this effort.
The gist of the story on the screen con-
cerns a young reporter who, after seeing what
had happened to the individual's freedoms
under Hitler, develops an intense desire to
warn the readers of his paper about their
lack of an active interest and participation
in government. He finds examples of citi-
zens who don't want to bother to vote, others
(CO.NTIMED ON THE FOLLOWING PAGE)
NUMBER 4 • VOLUME 10 • 1949
21
(CONTINUED FROM THE PRECEDING PAGE)
who are just disgusteci with things, and he
writes a series of articles on this situation.
The subject, as stated, doesn't seem to be
controversial enough to arouse active antag-
onism in any but a very tew newspaper offices.
However, his lather, the publisher, disagrees
with the young reporter, thinking "the people
wouldn't like it"— lor what reason, it is never
fully de\eloped. But finally, the publisher is
converted and agrees to publish the sons
ailicles, which, from the examples quoted,
seem as innocuous and typical of most news
paper attitudes as the philosophy ol Link-
Orphan Annie.
Directed At "Creeping Socialism"
On consideration, what the NAM seems in
be getting at is the current tendency of our
own government towards "creeping socialism ".
Discounting the conflict between the pub-
lisher and his .son, which doesn't f|uite coiiu-
oti, one section of the picture in particular
has a strong message which is effectively pre
sented. Tlie reporter visits his old Uncle
|ohann in Germany. Uncle Johann, a pro-
fessor, and played to the hilt by Michael
f^hekhov, tells him that it was not only the
Nazis to blame for Germany's actions, but
the fault of all the people. He describes how
the German's were not unhappy at first to
give up just the little freedoms in return
for more bread, more luxuries and resurging
state pride.
But in giving away these freedoms, the
people lost their sense of responsibility and
were irretrievably caught in the Nazi web.
Thus, says Uncle Johann, by first surrender-
ing their little freedoms, the people were as
much to blame as the Nazi politicians lor
what finally resulted. This— that it can hap-
pen here— seems to be the real message ol the
film.
Conflict Limited To Generalities
By limiting The Price of Freedom to gen-
eralities in its main story conflict, the N.-\M
has perhaps accomplished more than would
have been done by attacks on specific points
such as the pork barrel grabbing of Federal
funds for dubious local projects by almost
every town and \illage in the country, thus
lessening local responsibilit), or the slow bui
Uncle Johann (Michiiel Cliekhov) gives his
nephew some serious thoughts on the "Price
of Freedom" in the new NAM film.
gradual trend to socialism of health, edu-
cation, utilities, etc., to which members of
the association are irrevocably opposed.
The Price of Freedom, with its lack of
specifics, may cause audiences to think more
about what it all means. It is suggested that
discussion guides which are now under con-
sideration might well aim to channel forum
or classroom discussion along suggested na-
tional questions with the basic story of the
film as a background. •
Review Comment by Holcombe Parkes,
N,\M Public Relations Executive,
Stresses Faith in Film Audience
* In planning the National Association of
Manidanurers' new motion picture, Tlw
FiKi- of Freedom, the representatives of the
.\AM and the Apex Film Corporation, the
pioduciug organization, first agreed upon a
basic philosophy of idea communication
through the motion picture medium which.
\vhile not new, has not heretofore been a
feature of sponsored films.
This philosophy discards the fiction of the
"1-! year old mentality" of the average mo\ie
audience and substitutes for that limiting fic-
lion the concept of the audience as a group
of thiiilxing Americans thoroughly capable
both of grasping ideas without being clubbed
(ner the head and of voluntarily contributing
a translation of the ideas presented to iheir
own lives and interests.
Rules Out Need For Over-Emphasis
This philosophy naturally rules out pom-
pous preachments, needless repetition, pedan-
tic interpretations and "hard-hitting" empha-
sis on "the message." No narrator can barge
into the story to say in effect, "This means so-
and-so. dumb folks, and you should do this
or that— and I do mean you!"
In line with this concept of movie-making,
the NAM picture is a fairly simple story of
one man's awakening to the danger in this
country of "creeping socialism" through de-
fault, misunderstanding and disunity. It pre-
sents its message solely through the dramatic
storyline of a young newspaper reporter who
finds in his hometown the atmosphere in
which this danger could breed and decides to
do souicihing about il through ihe columns
Confusion And Doubt among fellow Ameri-
cans lead to Fred's article on "The Price of
Freedom" luliuli challenges our disinterest.
of the newspaper for which he works. The
picture ends with a simple solution of his
problem; no editorializing, no finger-pointing,
just a handclasp— then, music up and END.
Thus it attempts only to plant the seed of
an idea— and by so limiting itself, it pays a
real tribute, we believe, to the imagination,
the ability to think clearly, and the sound
patriotism of those who will see this produc-
tion.
NAM Currkni Pubiic Rklaiions Policy
The pliilosophy upon which this movie-
uiakiug approach is based is the philosophy
ol all ol nam's current public relations work.
1 1 has been expressed in this fashion:
"This program (NAM's Public Relations
Program) is built on the solid foundation of
an abiding faith in the fairness and soundness
ol the .American people as a whole— an un-
shakeable faith that if people are given the
lads, truthfully and dramatically, thev will
always arrive at the right decision. "
In the early discussion stages of the NAM
])icture, we recognized that any film which
stopped short of "hammering home" its mes-
sage was a calculated risk: it could miss the
mark by becoming o\erly subtle. But the "un-
shakeable faith " referred to finally resolved
this question and the script was written to
present "facts truthfidly and dramatically"
with confidence that any audience which sees
the resulting picture would "arrive at the
right decision."
Motion Pictures' New Era Of Influence
In our opinion, movie-making for the com-
munication of ideas is entering on a new era
of effectiyeness and influence. Movie audiences
ol all ages have "grown up " and the newer
pictures are beginning to treat their audiences
with understanding and respect. The evidence
ol this trend is the absence in recent produc-
tions ol narrator preachments, message repeti-
tion, interpretations that often insult the in-
telligence, and the snobbery of the we're-tell-
ing-you approach. All of which presages a
new and a great day for the use of sponsored
films in this country.
* * *
Editor's Note: The abo\e comments by Hol-
combe Parkes, vice-president in charge of pub-
lic relations for the National Association of
Manufacturers, are, in a sense, his "reply"
to our preceding editorial review.
Freedom Can Be Traded for pretty-sounding
guarantees of a better life without working
for it— under a burocracy.
22
USINESS SCREEN MAGAZINE
The Case for Profits
BURROUGHS PRESENTS THE TESTIMONY FOR BUSINESS "IN BALANCE"
THE 38-MINUTE, 16rara sound motion
picture. In Balance, deals simply and
candidlv with the necessity of substan-
tial profits in business.
In Balance was produced recently by Wild-
ing Picture Productions, Inc. for the Bur-
roughs .\dding Machine Company to use
among its own employees and stockholders.
But since business and civic leaders have indi-
cated an interest in its message, it is now being
shown to audiences from all types of businesses,
from banks and financial institutions, schools,
universities, and fraternal organizations.
Opposite Viewpoints On Business Needs
Synopsis: While it has an earnest and sober
purpose, the film also has the makings of good
entertainment. It tells the stor\ of two brothers
and business partners. Tad and Ben Simpson,
who captain two fishing vessels out of Glouces-
ter, Mass. They have an excepiionallv good
season. What to do with the profits? Tad
wants the money di\ ided among the crew and
the ship owners. Ben pleads for repairs, new en-
gines, new canvas, new- gear. The one refuses
to yield to the other. In the heat of the argu-
ment, when the two young skippers are almost
at the point of blows, the padre and a profes-
sional writer friend, drop in for a visit.
The writer tells the brothers of an experi-
ence which mav help settle the question. He
has recently visited the Burroughs plant in
Detroit on a writing assignment: and has en-
gaged in frank, give-and-take discussions witli
top management on the subject of profits. .\t
first he is skeptical. He must be "shown." He
is "shown." He goes away with a new and un-
divided conviction in the necessity of profits,
substantial profits; in the importance of the
role they play in producing long-term benefits
for employees, stockholders and customers of
the company: in keeping benefits to all three
"in balance."
His counsel is ignored. Tad Simpson refuses
to budge. So the brothers split the money and
go their separate wa\s.
Tad is lionized b\ the crew for sharing his
profits among them. Ben"s popularity suffers
for a time: he spends his share of the money
in putting his ship in first-class sailing trim.
\nA his prudence wears better than Tad's
show of generosity. He does well on all his
trips the follo^ving season. His crew prospers
on the good hauls, and the owners get their
full due.
Tads fortunes take a bad turn. On his sec-
ond voyage out, his ship breaks a crankshaft
and limps back to port with half a catch.
Breakdown after breakdown plagues him. The
crew is short on wages, the owners short on
payments. Finally Tad gives it up. He loses his
business, his crewmen lose their jobs, and his
neglected ship is put up for sale.
First Shown To Comp.anv Employees
Distribution: First major showings of In Bal-
ance were in Detroit's huge Masonic Audi-
torium late last year in a series of "Family
Nights" attended by Burroughs home-office
employees, their families and friends. ,\ total
of 20,000 people saw the picture at these
show'ings. It has since been shown to all Bur-
roughs employees in plants and sales branches
throughout the United States and Canada.
It was then made available to small groups
of business leaders throughout the country,
and as a result, requests were recei\ed for
showings outside the Burroughs organization.
Numerous Requests from Oitside Groups
Many hundreds of showings have already
been held on the request of industrial and
commercial firms of all sizes, utilities, banks,
insurance and trust companies: schools and
universities: service clubs and fraternal or-
ganizations: of national associations such as
the National Association of Manufacturers,
the .Association of National Advertisers, the
Financial Public Relations .Association, and
the .American Bankers Association.
It has been shown, within industrial con-
cerns, to executi\e and super%isory groups,
to foremen's clubs, to both factory and office
employees. Some manufacturers have shown
This (Airrent Sound Motion Picture
Shows Opposing Vieics on Profits
In Balance to their employees in a series of
showings. It has been shown because it was
thought that its theme would be of general
interest to the audience, and because it "tied
in " well with educational programs in prog-
ress in many plants. It has been shown as an
added feature on a regular plant program,
and as an attraction for which a meeting was
arranged.
It has been televised once from a Detroit
station and plans are now being made for
tele\ising it in other cities throughout the
country.
Incomplete Reports Give 1,100 Showings
Present report, based on figures that are
far from complete, is that In Balance has been
shown more than 1100 times, and has been
.seen by a total of over 135,000 people through-
out the United States and Canada. These
figures will be rapidly overshadowed, for re-
quests have "snowballed" and several hundred
additional showings have been scheduled in
advance at the present writing.
A print of In Balance, together with a sup-
ply of an atti active program booklet for distri-
bmion at the time of showing, may be bor-
rowed free of charge from the manager of any
Burroughs branch office in the United States or
Canada, or by writing directly to the Public
Relations Department, Burroughs .Adding
Machine Company, 6071 Second .Avenue, De-
troit 32, Michigan. It is recommended that
requests for the film be made at least three
weeks in advance of the desired showing date.
.A Well-Desig.ned Booklet has been prepared
for distribution to film audiences.
n
nee
THE STORV of
TWO GLOUCESTER FISHERMEN
A SULNU MOTIO.N PICTLKE PKCSENTED BV
BURROICHS ADDING MACHINE COMPANY
ntrROIT 11. MICHIGAN
NUMBER 4 • VOLUME 10 • 1949
23
With Confidence in tlie Facts
STUDEBAKER RENEWS "PARTNERSHIP OF FAITH" IN A NEW FILM
WHAT SHOULD A NEW employee
know about the company he's going
to work for? Studebaker believes the
new man or woman is more concerned about
prospects and policies than about the technical
aspects of producing passenger cars and trucks.
This con\iction is reflected in Stiidebaker's
new indoctrination mo\ie, Partnership of
Faith, a 25-minute film in black and white
which is expected to help make this company's
new workers, and its older ones as well, the
best-informed group of automobile workers in
the natiem.
Union Consiiltfd Beforf. Film Bfgan
In keeping with Stiidebaker's tradition for
maintaining wholesome relations with its peo-
ple, the mo\ie idea, story and objectives were
all discussed thoroughly with U.'\\V-CIO un-
ion representatives before Industrial Relations
Director Walter S. Gundeck gave the go-ahead
on the shooting script.
Written and produced by Transfilm, Inc..
of New York City, the picture is said to be
quite different from indoctrination films pre-
sented heretofore, both in subject matter and
in movie lechniciucs. Primary emphasis
throughout ihe picture is on the "produce-or-
perish" kind of competition which has charac-
terized the automobile industry throughoiu
the more than half-century of its existence.
Reasons For Survival Are Presented
Visual evidence is presented to show thai
only a few of the hundreds of automobile
manufacturing companies which have compet-
ed for the American public's favor in the last
54 years are still in the race. Why Studebaker
is among this fortunate few is the question
which the film endeavors to answer.
The camera views the Studebaker scene
from many angles, showing why this company,
which will celebrate the centennial anniver-
sary of its founding in 1952, has always been
and always must be a "partnership of failh"
if its future, along with that of its employees.
What's Holding Things Uf? Abseiiterisiii
in some cases can shm' down priuliK tton, re-
duce earnings.
stockholders and dealers, is to remain secure.
Except for two character roles, those of
Clem and Peter Studebaker, all persons in the
picture are on the Studebaker factory or of-
fice pavroll. Variet) and the na\or of reality,
"I, Pfter Studebaker, .-^gree to sell all wagons
niy brother. Clem, can build . . ."
difficult to achie\e in single-\oice narration,
are enhanced here by letting the central char-
acter in each picture sequence deliver a part
of the film's message— as if his own thoughts
and convictions were being spoken. In each
case the speaker is clearly identified for the
audience without lip synchronization.
Company officers and executives who edited
the shooting script and kept a close watch over
the actual lilming of the picture were careful
lo keep the story factual and to avoid the
impression that the company was preaching to
its people.
The audience has a cjuick look at Studeljak-
er employees going to work in South Bend, in
Los Angeles, Calif., in Hamilton, Ontario,
Canada, and at the company's steel mill in
Mansfield, O. Having set the background, the
camera looks ai a typical foundry worker, who
lells how important he believes his job to be
in supplying castings for dependable engines.
A machinist tells why he likes his job and
why his sons are in the same machine shop.
I'romcjtion Comes To Those who (jualily and
apply for a nexo Sludi'liaher /oh throanh the
transfer pool.
Another employee explains how absence
from work can put a crimp in production
schedules . . . and in other workers' pay en-
velopes. An ex-G.I., one of thousands on Stu-
debaker payrolls, recalls how he was welcomed
back to his job after discharge from the army,
and how he got a special break as a veteran
in buying a new car at employee's discount.
There's a safety message constructed around
an accident which might have occurred at the
truck plant. Other scenes cover such subjects
as workmen's comjjensation, apprentice train-
ing, up-grading of workers through the trans-
fer |3ool, collective bargaining with the union,
ihe functions of foremen and shop stewards,
operation of the company's monthly magazine
lor employees, importance of employee rec-
ords, and recreational facilities.
Explains Relationship Of All "Owners"
Summation of the Studebaker story comes
liom Harold S. Vance, chairman of the board
and president, who explains the relatic)nship
between stockholders, management, dealers,
customers and employees under the American
profit and loss system.
Mr. Gundeck reports that all new employees
are seeing the picture on the day they are
hired and that other showings for all factory
employees will be arranged as soon as possible.
For presenting the film, a large room in the
Studebaker Industrial Relations building has
been remodeled into a modern, air-condi-
tioned theater with seats for 150 or more
people.
To insure full coverage, the picture proba-
bly will be shown during working hours. Invi-
tations may be issued later to the families of
employees to view the film at a downtown the-
ater in South Bend.
Although the picture was not intended to
lie shown outside the Studebaker organiza-
lion, the company's ])ublic relations division,
headed by Gaslon E. Marcjue, director, is pre-
pared to take the film before civic, school and
business groups, particularly in Studebaker
plant communities, upon request.
Not content with its own opinion as to the
indoctrination film's effectiveness, Studebaker
has contracted with the University of Michi-
gan's Survey Research Center to conduct audi-
ence reaction studies. •
Old Hands Help Newcomers become ac-
(juainted with jobs, fellow emjiloyees on the
final truck assembly line ai Studebaker.
\
24
BUSINESS SCREEN MAGAZINE
H
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' u ^ JZ
mrM\
■■I^HKi^i 'IfKlil
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mm
These scenes jrom the General Electru film "By Their ]]'nrks" suggest the vast scale of this Raphael G. Wolff color jjrodiiilioii
This is General Electric
"BY THEIR WORKS" IS THE STORY OF THE COMPANY AND ITS PEOPLE
E\ ERV ONCE IN AWHILE a new spon-
sored film conies on ihe scene which can
be called "A Big Picture." B\ Their
11 orAi. put out last month by the General
Electric Company, can truly be labeled an
industrial epic. It is long, sometimes emotion-
al, colorful and expensive. It covers a lot ot
territory and a big subject. If anything, al-
though GE does not wish to label it as such,
it is a major reply to the attacks on the com-
pany contained in Deadline For Action.
General Electric has not dignified the red-
tinged United Electrical Workers' filmed
calunmies with a reference or direct answer;
but obviously, by inference, By Their Works
is a monumental statement of the company's
industrial philosophy and a defense of its
tnethods of operation.
GE attempts to define just what industry is.
Not just bricks, paper, instruments, tools and
money; industry is no better nor worse than
the people engaged in it. B\ Their Works in-
troduces the people of General Electric.
One out of e\ery four hundred working
.\mericans is in the General Electric family.
One of these working men is Charles E. ^Vil-
son, top man of the company, who worked his
way up from the bottom rungs. The picture
shows him at his desk \\hile he speaks of what
General Electric is and what it hopes to
become.
GE scientists, the largest staff of scientists in
the country, are next shown, not only as the
possessors of great minds, but as ordinary hu-
man beings like \ou and me. General Electric
scientists from Steinmetz to this day, have been
foremost in abstract research; man\ are work-
ing todav on problems having no forseeable
commercial advantages to the company. The
film shows GE-developed electronic marvels
which can "see", "smell", and "hear".
The main body of By Their Works is a trip
around the country to the many plants which
make GE products; the .\ppliance and Mer-
chandise Department with its ranges, washers,
toasters, vacuum cleaners, etc.; the Plastics De-
partment, making resins, silicones, etc. (GE
is the largest molder of finished plastics in the
world) ; the Lamp Department, which manu-
factures over 10.000 different kinds of lamps:
the Electronics Department, where tubes, re-
ceivers and transmitters are made for .\M. FM,
TV, radar, fax, etc.; the Apparatus Depart-
ment, which makes giant industrial equip
ment; and other GE departments, associated
companies, radio and television stations. X-ray,
Carbolox and the 100.000 dealers selling and
servicing GE products.
By Their ]\'orks looks at some of the fifteen
thousand 25-Year Club members, some of the
quarter million owners of the company from
one small shareholder to Johns Hopkins Uni-
\ersity. It shows how the GE dollar is divided
among ivage earners, shareholders, raw mate-
rials, taxes, etc.
General Electric is one of the largest cor-
porations in the world, but the film points out
that si/e depends on the public choice, for the
(CONTINLKI) ON PACE FORTV-MNE)
NUMBER 4- VOLUME 10 • 1949
25
Dealers Learn About Mobiloil
TWO C;ARAVEL technical films INT ERPRET DIFFICULT RESEARCH FACTS
ALL THE GREA r petroleum tonipanies
liave claimed big impio\finein^ in
- ihcir products since the war. And Tnost
ail ol tliem liavc impro\emenls-iu uasoline.
lubricating oils, grease, lop oils and the thou-
sand and one other proclucts each one pro-
diues. The average motorist, il he bothers to
distinguish between variances in product,
rather than service facilities as his criteria tor
selection of a brand, is frequently confused
about what the improvements actually consist
of. Petioleum dealers, faced with constantlx
growing competition, are themselves often
puzzletl about ho^v their own products are
improved and naturally superior to all others.
MOHII.OIL Is SOMliTHING SPECIAL: AdV.
Although claims of superiority in all prod-
ucts are a natural attitude of petroleum mai-
keters. there is a slight distinction between
companies in regard to promotional emphasis
on particular products. .Socony-Vacuum Oil
Company. Inc., has a special "baby" in its
Mobiloil, the world's largest seller. Among
petroleinu refiners, the Socony-Vacuum peo
))le are known as "lubrication-minded," al
though this casts no aspersions oir the other
refiners.
How to put this story across, and at the
same time describe in some detail a newly
developed lubricating oil was Socony-Vacu-
um's problem when Triple Action Mobiloil
was introduced early this year.
A Difficult Research .Story To Tell
The story of the development of the new
Mobiloil and the intensive research and test-
ing which was performed before it was per-
fected was considered to be too involved tech-
nically to be effectively described either
through the written word or by lectures and
demonstrations alone. To get the story across
in the exact manner that the company wished,
accinately. consistently and without amplifica-
tion bv company representatives, .Socony-\'ac
uum brought out two new interrelated Kocla-
chrome films. Triple Actiiiu and XRN-llS.
1 he two pictures describe the three years ol
research necessary to produce and perfect the
new Mobiloil. They tell of the need for finer
lubricants in the higher compression engines
of modern cars. Basic bugaboos of engine
lubrication under modern operating condi-
lions. according to the films, are excessive acid-
iiv. lack of detergency and a low viscosity in-
dex in the lubricants. Acidity encourages oxi-
dation and thickening of the oil, corrosion of
bearings and laccpier-like deposits that cling
to cylinder walls and pistons. Lack of deter-
gency means that potential deposit-forming
impurities are not kept in suspension but may
settle on engine parts. A low viscosity index
oil is one that is very thick in cold weather
and very thin, and consec|uenlly not too good
a lubricant, when hot.
The new Mobiloil, as illustrated in Triple
Adinn and XRN-llS, solves all of these prob-
lems. Beginning with the selection of the best
crudes, atmospheric and vacuum distillation,
solvent refining, wax removal and filtering,
the "base stock" oil, formerly satisfactory for
less demanding automotive design, is ready tor
additives. .Altliough additives are not new—
193G Mobiloil contained an anti-acid additive
—war time and post war research has produced
greatly improved materials for increasing mo-
tor oil quality. Thousands were tested and
discarded before the right combination was
selected. It is these additives, and the new
high V.I. refining process which combine to
produce the Triple Action c[ualities of Mobil-
oil.
Socony-Vacuum, and the producers. Caravel
Films, took special pains to insure the believ-
These Westchester (N.Y.) oil dealers attended a typical and recent Mobiloil meeting.
ability of the two Mobiloil films. .Scenes of
refining and testing were purposely not
"prettied up" for the movies. Greasy testing
engines and dirty shirts were not especially
cleaned. Clompany engineers selected scenes
and equipment most typical of actual condi-
tions so that no trace of hokum would mar
audience reaction to the story of an exciting
engineering advance.
Field Check Shows Excellent Reaction
Of course, the proof of a campaign of tliis
i\\)C eventually turns upon how it reaches the
public. Socony-Vacuum determined to present
Its new oil eftectively yet with a frown upon
over-statement or exaggeration. Dealer reac
lion has been excellent. During the past three
weeks, the writer experimented by gassing up
.Lt seven ditferent Mobilgas stations in New
York and New England and asking the at-
tendant "What's this I riple .\ction stuff 1
see advertised on the billboards? " By com-
|)arison with the material presented in the
films and in the company's New Mobiloil
booklet, most of the replies were remarkably
accurate, complete and enthusiastic. Further
investigation showed that three of the attend-
ants had seen the films, three more had heard
about them and been briefed on the contents
by the station owners.
Completely Intecrateu Field Campaign
Beginning in the middle of February and
continuing through March, the two films were
shown first to Socony-Vacuum divisional man-
agers and salesmen and then subsequently to
all dealers. In conjunction with the films,
which were always shown jointly, the company
prepared posters and other promotional ma-
terials, ad\ance proofs on magazine, newspa-
per and billboard advertisements to launch
the new jiroduct as something Socony-Vacuum
dealers could successfully promote on a station
level and capitalize on. Usually afjout two
hundred dealers attended each of these meet-
ings throughout the country. — RS
Prudential Insurance Workers Attend
a Visual Course in Letter Writing
• Visual aids are very much in evidence every
time officials of Prudential Insurance Com-
pany give their fourteen-hour course, "Effec-
tive Letter Writing Techniques." Under the
guidance of John E. Thiele and H. T. Hedden
Jr.. methods analysts for the company, seven
slidefilms are discussed, explained and ana-
Ivzed. The object of the course is to make
every Prudential employee-correspondent ca-
pable ol building good will for the company
through one of the greatest mediums of adver-
tising that exists in the country-the business
letter.
rhe lead-olf slidehlm in the course is Pru-
dential's own Une Out of Every Six. Especial-
ly made to point out the special letier-wriiing
needs of the insurance executive, the film
stresses the importance of doing a public
relations job when writing regular business
(CONTINUED ON PACIE FO RT V - E I OH T)
26
U5INE5S SCREEN MAGAZINE
AsOl \1) SLIUEFILM on press shop
inttliocls, ilfvtloplcl joiiuK by tlic Ford
^ Motor Cloin|>ain's trainin'; dcpariiiicm
ami siipir\ isors in the conipan\'s press steel
plant. lesiilted in more than iloiibling the
lunnher of iinpi(>\einent siif^gestions sub-
mitted l)\ that plant's torenien, Archie A.
Pearson, manajjer of the training department,
sa\s.
1 he films, using lx)th cartoon sketches and
actual photographs. re\ iewed some of the im-
piovemeiits in manufaituring methods already
installed in the plant, and asked the x icwers,
"Can anything more be done to improve the
operation"-"
St r.ci:sTioNs IncreasIl ()vi;r 200 Pi:rcent
"In the 90 da\s preceding the program's
hist presentation a total of 55 proposals were
recei\ed," says A. A. Poppelreiter, plant mana-
ger. "In the 90 days following the program,
the number of suggestions submitted was f89.
an increase of f34 or 244 per cent."
The film since has been revised se\eral
times incorporating recent methods and im-
pro\ements and is used as a periodic shot-in-
the-anii to stimulate further suggestions.
This is just one e.xample of the use of audio-
\ isual aids by the Ford training department.
The company has prepared several other
special 35mni sound slidefilms. One of these,
on the care and use of twist drills, residted in
materialh reducing the breakage of such drills
in the plant, .\nother, in colored cartoons,
was used to impress drivers at the company's
test track of the importance of their work in
helping the company develop high qualit\
|>roclucts. Both were planned with the help
and suggestions of the operating departments
concerned.
Over 700 Films in Tr.\ini-nc Libr.\rv
The company's training department fifm
library includes 447 35mm slidefilms and 284
16mm movies. Most of these are complete
with sound.
In addition the company uses some 35mm
sound films for training purposes and rents
or borrows about 40 additional special motion
pictures and slidefilms a month for special
training purposes.
The training department currentlv is han-
dling a classroom load of about 25,000 student-
Tins is the auditorium in the Ford trnitiirig department
Visual Training at Ford
TRAINING DEPART.MENT MAINTAINS L.\RGE LIBR.\RV, MODERN FACILITIES
houis per month, and audio-visual aids play
an important part in all its courses, Pearson
says. The company has found these useful in
technical training where shop conditions and
machiner\ can be projected on classroom
walls for fidl discussion without the inter-
ruptions that woidd occur if such instruction
were attempted in actual operatioti areas.
But use of such film isn't limited to techni-
cal subjects. --\11 salaried employes reporting
for work at the Rouge are shown a general
movie of the manufacturing operations to give
them an overall picture of the plant.
Management meetings are reproduced for
all members of the company's supervision
staff tfirough the use of records, slides and
motion pictures.
The training department has an auditorium
permanently equipped with two 16mm sound
projectors. The same auditorium can be used
for 35mm sound movies and sound slidefilms.
General classrooms ha\e darkening curtains
for using motion and slidefilms as part of the
regular classwork and others can quickly be
converted to use of films. Fourteen confer-
ence rooms throughout the Rouge area are
permanently equipped with 35mm slidefilm
projectors and screens, and portable 16mm
projectors are available for training purposes
where needed. .\11 plants outside the Rouge
area are similarlv equipped with audio-visual
aids.
Three training department employes devote
their full time to work with films. Two of
these are primarily concerned with operation
and upkeep of the equipment although all
instructors and conference leaders can handle
the 16mm projectors and the slidefilm equip-
ment. One man is assigned to research and
planning more and better uses of films for
training.
A staff of artists and layout men work both
on the preparation of slidefilms and on other
visual training aids. •
Film Specl\lists check over the "ready" file
''mm and easily portable 16mm projectors are
of training films. Both
used in the program.
Complicated Factory Operation is brought into the training classroom
via a sound slidefilm selected from the company's extensive library.
CASE
HISTOIUES
A Technical Review of Business
Motion Pictures and Slidefilms
CONVINCING SALES STORY
Sponsor: Westinghouse Electric Corporation.
Film: 1"" Can Br Sure... If If-i VVcsling-
hoiisc. Producer: Pathescopc C'.ompanv oi
America.
• The problem behind this new lil-nnniue
Westinghouse picline is simple and uncom-
plicated. It's made to convince Coca-Cola bot-
tlers in the highly competitive cooler-dispenser
market that Westinghouse is a best bet.
You Can Be Sure . . . goes about this in
typical Westinghouse style by a trip around
the big factory in Springfield, Mass., where
the coolers are seen being made ot the best
materials and with most exacting care. As a
further con\incer, coolers are slammed around,
jostled, dropped front heights, operated in in-
tense heat and subjected to more grueling
procedures than any product seen on the
screen in years.
To top off the You Can Be Sure . . . routine,
a simulated hot dog stand on the factory
grounds is burned up. Inside, a Westinghouse
Coke cooler, though scorched and seemingly
cooked from the appearance of its visible sur-
faces, still accepts a nickel and dispenses a re-
freshing 40 degree Coca-Cola.
Red Barber provides a friendly narration to
the manufacturing and testing procedures
and appears himself at the beginning and end.
Westinghouse has been using the Koda-
chrome film for two or three months now
with excellent results. Westinghouse salesmen
schedule shows in Coca-Cola bottling plants,
usually in the morning. Everybody is invited
—route men, plant workers, the manager, and
refreshments are served. After the screening,
the Westinghouse man puts on a pitch for
the V arioiis models and answers questions from
the film.
Westinghouse Fire Tests in the coninncing
film sales story (see above) .
IRIISISS
AN EDUCATION FOR THRIFT
if An amusing contrast between old and new
commercial movies was demonstrated at the
preview showing last month of the Savings
Banks .\ssociation of New York's new film
.-I For Achievement.
•k The first Savings Banks promotional piece,
.HI old silent film produced in 1922, por-
trayed in hearts-and-flowers technique the
degradation of an old bum whose youthful
love of high living and no savings reduced him
lo the unhappy condition of begging for a job
to pay for his next drink. The upstanding cit-
izen he approaches convinces him in one easy
lecture of the error of his ways, and our hero
emerges bright-eyed from his interview. He
invests the small loan he obtains from a Sav-
ings Bank in a newsstand, and by hard work
.uul thrift soon becomes a respectable shop-
owner.
No such crudity is apparent in .-J /■"i
Achievement, a new 10-minute film produced
by RKO-Pathe for the Association. Stressing
the overall importance of a Savings Bank lo
the better life of a community, the picture
opens in a high school classroom where a
harassed teacher is handing out essay assign-
ments to a group of restless boys. Tim Well-
man's topic is "savings banks" and he tries un-
successfully to swap with a classmate for some
more glamorous subject— like baseball or a\ ia-
tion.
Tim's father helps him out by introducing
him to his friend, Henry Philips, at the bank.
Philips then proceeds to convince Tinr (via
Tun learns about savings hanks
flashbacks) that community life with all its
advantages could not exist without a good
bank where townspeople can store their valu-
ables, deposit their weekly savings, get loans
to start or enlarge businesses, or buy homes
and cars. He tells of the first savings bank
founded in New York in 1819, and how, at
first, free entertainment and toys had to be
offered to lure in prospective child customers.
Later as the habit of thrift developed, the high
interest rates paid on savings and safety in
times of depression and panic were sufficient
incentives lo interest new depositors in open-
ing and maintaining their accounts. Since that
time New York Savings Bank depositors have
collected five and one-half billion dollars in
interest.
As Tim writes his essay at home, his father
proudly shows him a bankbook with $1,000
deposited towards Tim's college education.
• Tim's essay is so good that his teacher awards
him an "A". The teacher feels that perhaps his
job is worthwhile after all when one of his
students can cover a subject so intelligently.
Technical Notes: Made to be shown in high
schools, .-f For Actiieveinent should inculcate
ill iis young viewers the valuable habit of
ihrilt and a healthy respect for their town's
savings bank. It will be distribined by the
Savings Bank .Association of New York within
the state. Local banks will book showings and
act as local sponsors. Prints of the film can be
purchased from the Association by non-mem-
ber banks in other states. — C. S.
.\ttra(:ti\i. Cah mers make sales in this scene
from the jibn "Counter Cure"
COUNTER CARE SLIDEFILM
if Variety Merchandiser maintains that
nine otn of ten- customers buy through the
attraction of sight. To go along with this
idea, the publication has produced a new
sound slidefilm. Counter Care, designed to
help counter salespeople to keep their counters
looking attractive.
Whether she knows it or not, Mrs. Cus-
tomer's buying habits are influenced primarily
by what she sees. Attractive displays in the
window will lure her into the store but unless
the store interior carries on with the eye-
pleasing sights she is likely to discontinue her
natural temptation to browse through the
store and maybe buy something. The most
important place to look attractive is the point
of sale— or the counter. It is here that the cus-
tomer will do her final looking before she
buys and this means that the counter must
be clean, well stocked, neatly arranged with
full assortments and properly priced signs.
The counter must not only look this way
at the beginning of the day but must remain
so all day. To maintain the counter attractive-
ness the salespeople should know how to keep
it looking well kept.
Counter Care is the eleventh in a series of
training films produced expressly for the lim-
ited price variety field, but basic enough to be
attained to any retail store operation.
Alter the film there is a "photo qui/" in
which the. audience is asked "what would you
do in this case" of different pictures. For
tiuther information write Variety Merchan-
diser, 79 Madison, New York 16, N.Y.
28
BUSINESS SCREEN MAGAZINE
INSPIRATION TO OPERATORS
S|)()nsor: The Bell Telephone Clompaiiies.
Film: Tin' Invisible Ri'ceplionist. Producer:
Wiklini; rirlure I'roduclions, Inc.
* Till- InvisihU- Hfccplioiiist isn't invisible :ii
.ill in thi.s 22niinute sound motion picture.
\^ :i mailer ol hul the receptionist is an at-
ti:i(li\e PliX ci]>eraior nanietl Irene.
Irene tells the audience her training storv
uiih actual sequences on diflerent type suitdi-
lioards. .-\lso out of her past comes the tale
ol how a switchboard operator can follow the
w long methods and cause herself and the tele-
phone users trouble.
\isiBLE Rteia'rioMsrs arc these operators in
till- new Bell Telephone motion picture.
One of Irene's contentions is that a switch-
board operator is just as much a hostess on
(he phone as she is in person in the office. She
>..i\s that being an in\isiblc receptionist on the
ulephone, "is more challenging because I've
i;iii to express niy complete personality with
I'lilv my voice and actions."
There are scenes where she handles boards
xvith cords and keys at the multiple board at
I he Chicago Post Office. Now she has learned
1(1 give the best possible service to everyone
.iiid it luakes the work more pleasant lor her
lull.
Distribution: On free Ifjan request to your
local Bell System Telephone office.
THE TECHNOLOGY OF PIPE
■k Piping Hot is the title of a new film s]k>ii-
sored and produced by Dearborn Chemiial
Company. This Ifimni Kodachrome sound nio-
tion picture tells for 22 minutes the story of
coating and laying pipe.
There are sequences showing the coating b\
stationary type machine of 2!-inch pipe and
the laying of the pipe in an urban area. The
audience is also taken into the Dearborn Lab-
oratories to see the process of manufactining
NO-OX-ID pipe coatings and NO-OX ID
IZED wrappers. This process is described in
a non-technical manner.
Distribution and Promotion: With Piping
Hoi, the producer has prepared a lO-page
booklet giving a pictorial synopsis of the
mo\ ie lor disti ibiition to the mo\ ic' audicLu cs.
To arrange Un a liee showing ol the him and
supply of booklets send date wanted and ap
proximate number in audience to Advertis-
ing Dept., Dearborn Chemical Co., 310 S.
Michigan .Xve., Chicago 1. 111.
DRUG STORE MODERNIZED
Sponsor: Owens-Illinois Glass Company. Film:
Toward Better Pharmacy,
•k The results of a consumer siu'\ey by the
Home Makers Guild of .\inerica on the pre-
scription departments of drug stores proved
to be so important to the drug industry that
Owens-Illinois put them down graphically on
fihu. Toward Better Pharmacy is the filmed
report of the survey.
One of the main points brought out in the
film is the observation that a good many cus-
tomers are likely to switch to another drug
store simply because they lack confidence in
the prescription department. Also, customers
seem to prefer a semi-open prescription de-
partment, so that they may obser\e both the
appearance of the department and the phar-
macist at work compounding their prescrip-
tions.
Among other preferences revealed in the
survev is the consumer's passion for anonymity.
He definitely favors niniibered cliecks as a
means of identifying his prescription when he
calls for it.
Like its fore-runner. \oii' for Tomorrow,
the new film. Toward Better Pharmacy, stresses
the importance of pharmacists keeping in
touch with the latest developments and
achievements in pharmacy, medicine and
chemistry. A number of scenes also show how
the drug store has become a social institution
—an oasis for busy shoppers, a friendly infrjr-
mation bureau, a public health station.
Technical Notes: Black and while 16mm
sound: runs 18 minutes.
Distribution: Although especially adaptable
for state, city, county and town pharmaceutical
associations and colleges, the film is also avail-
able to manufacturers associations and civic
organizations. Requests for prints should be
sent to Owens-Illinois Glass Co., Toledo I. O.
CusTOMEiRS See Prescriptions compounded in
the modern drug store . . . see story above.
Something Different in slidefilms is the cur-
rent American Legion Magazine subject . . .
MAGAZINE SPACE SALESMAN
Sponsor: .American Legion Magazine. Film:
The Stuffed Shirt, the Hearse, and the Beau-
tiful Drum-Majorette. Producer: Roy S.
Dinstine, Inc.. 730 Fifth .\ve.. New York.
■k Qtiite a revelation to both Homer Bigbrain.
the protagonist of this color sejund slidehlm,
and to the agency space buyers and account
executives for whom it is intended, are the
]jithy facts and figures on the American
Lecion Magazine's circulation and the poten-
tial buying power of its subscribers covered by
this film-story.
A dark horse in the media field, the maga-
zine should give the Homer Bigbrains of the
industry scjmething to mull over. Presented
with wit, compactness and plenty of cheese-
cake, this clever slidefilm recounts the trials
and tribulations of an "unlucky account exec '
on the way out. Media and production costs
just don't seem to reconcile with diminishing
])rofits on his pet account. Even he can see
the hearse at the back door waiting for him.
His rueful gloom is dispelled by the electrify-
ing appearance of the Beautiful Drum-Ma-
jorette. "Snap out of it. Homer," she says,
and proceeds to show him how— with down-
to-earth facts and comparisons between the
pulling power of various national magazines.
This film packs a punch with its realistically
handled statistics, cleft timing and humorous
dialogue.
Technical Notes: Running time— 12 minutes
and 12 seconds. 35mm sound, slide on Koda-
chrome. 42 pictures, including 9 Pictograph
charts. Projected on the Sound% iew "beep-
less" projector. Photography by Kurt Schel-
ling of Transfilm, Inc.
Distribution: \ia .American Legion Magazine
salesmen.
— ENGINEER'S CONTRIBUTION
Sponsor: Allis-Chahners Manufacturing Coiii-
panv. Film: Tlie Hidden World,
k .\llis-Chalmers have produced a llimm
sound film in color to tell the story of ihe
engineers contribution to the creation of bet
(CONTINUED ON THE FOLLOWING PACE)
NUMBER 4
VOLUME
0 • 19 4 9
29
(continued from the preceding page)
ter li\ing conditions and a more enjoyabk
life.
The Hidden World tells about a student ol
engineering who becomes discouraged with
his choice of ])rofession because he feels it is
too thcoreiical— that it lacks color and action.
To dispio\'c his ideas the audience is taken
on a trip with him through a plant engaged
in producing hundreds of capital goods, fol-
lowed in each instance by visual trips into
the field showing the di\erse uses for the prod-
ucts and the equipment in actual operation.
This trip awakens the student to the realiza-
tion that engineering is basic— that it repre-
sents more than just the maze of blueprints
and matheiuatics he has been [goring o\cr
with his slide rule.
Pulsating power plants, textile, rubber,
steel, flour, pulp and paper mills, oil wells, re-
fineries, mines— all are part of this kaleido-
scopic scene conceived through engineering
ingenuity. Its \astness and potentialities con-
vince him that there is, after all, a future for
him in the profession.
Prints are available for engineering groups
upon request from Allis-Chalmers, Milwaukee
1, Wis.
ZINC INDUSTRY REVIEW
Sponsor: St. Joseph Lead Company. Film:
Zinc, Its Mining, Milling and Smelting.
Producer: Atlas Film Corporation.
•k In this motion picture, producer and spon-
sor have cooperated successfully to combine
a public relations theme with a straight edu-
cational feature. Action centers around a zinc
mining town, Balmat, N. Y. We see the miners
and their families at play and at work.
After descending a half mile into the earth
with the camera, we see how, amid maximum
'safety conditions, the miners drill into the
walls preparatory to blasting. .'Animation and
photogra])hy combine to show the complete
mining, milling and smelting process— crush-
ing, screening and separating operations and
the final complicated job of turning the ore
into zinc metal or zinc oxide. Added sequences
show what the zinc products are used for— die
cast pans, brass for pipes and fittings, and
oxide in medical ointment and rubber tires.
Technical Notes: Black and white soimd mo-
tion picture; 'i reels.
Heri:'s The Wide .Screen Id he filled by
Borden's jmtioraniic slidcfihn presentiition.
Borden Unveils Panoramic Slidefllm Sliow
ANEW SOUND SLIDEFILM .SV.S1EM
was introduced last month by the
Borden Company at the monthly meet-
ing of the American Marketing Association
in New York.
While the mechanical technique of the sys-
tem is not entirely new in all its parts, the
combination of various sound and visual
methods in the Borden show can well be called
a "first". It will undoubtedly be embraced by
a great many other companies seeking a dra-
matic presentation at a very reasonable cost.
I hree Projectors Fill Wide Screen
The Borden panoramic presentation con-
sists of a single screen 3^ feet high by 15 feet
wide, whicli is three times as wide as normal.
Projecting onto the screen are three Sound-
\iew projectors, carefiUly mounted so as to
throw their images flush to each other, per-
mitting an illusion of one continuous picture
when required. Operating the three Sound-
views in the Borden system is a small panel of
three buttons, each actuating the change
mechanism of one projector.
Sound is recorded on a Lear wire recorder,
and the operator presses his buttons individ-
ually or two or three at a time in accordance
with a cued script which he follows as the
narrator speaks from the Lear playback.
Henry Schachte, national advertising man-
.ager of the Borden Company, originated the
])anoramic presentation method, with nods
in the direction of Eastman Kodak and Life
Magazine from whose original Vitarama
shows Schachte got the idea. He says that he
only swipes ideas from the very best people.
However, Borden's show has adapted some of
the best features of Life's and Seagram's
Vitarama presentations at about 10% of the
cost.
Follow That Man, the Borden slidefilm
presentation, dramatizes the countless efforts
made bv advertisers to gain the attention of
the a\erage man e\er)' minute of the day. It
shows Mr. and Mrs. .Average Man arising,
reading the newspapers; Mr. goes to work and
Three Mah:hei) Pro [ectors are operated by
a control panel on the table in foregmnnd.
sees billboards and car cards continuously en
route, finds direct mail jjieces all over his desk,
etc.; Mrs. hears advertising on the radio, sees
point-of-sale pieces at her siqjermarket, etc.;
both are literally bombarded by advertising
impacts continuously throughout the day.
Borden's point is that with all these diverse
impressions, the company's own Elsie, prac-
tically inichanged for years, has maintained a
consistent lead in identification between ad-
vertising and product.
Some of the techniques used in presenting
this storv are interesting. Soundview's fast
change gives an illusion of motion if used
|3roperl\'. In one sequence, Mrs. A\erage Man
is seen walking down the aisle of a supermar-
ket in the imchanged center section of the
screen while rapidly changing scenes on each
side of her give the illusion of movement as
they show various products stacked on each
side. This technique is used frequently and
effectively throughout the film.
Henry Schachte, himself, operated the pres-
entation at its initial showing, but extensive
tests have proved that there is no great diffi-
culty in anyone following the cued script, and
at other showings throughout the country to
Borden people and merchandising associa-
tions, the film will be operated by many others.
Several Adaptations .\re Possible
Ralph Bell Fuller, president of Training
Films, Inc., producers of the film, states that
several adaptations might be made in this
system, allowing for completely automatic
operation if required. .-Mthough the panoramic
presentation is not patented and anyone can
use the system. Training Films, Inc., expects
to capitalize on the know-how generated in
this first production for further work in the
panoramic field.
Follow That Man, on three film strips, con-
sists of 225 black and white frames, runs for
25 minutes. Dan Seymour is the narrator.
E. |. Barnes & Co. engineered ihe special
equipment set-up. •
(case histories continue on pace 32)
Result: A Dramatic Show for gnests at the
recent Anieritan Marketing Assn, meeting.
30
BUSINESS SCREEN MAGAZINE
SERVICES
IN SOtJNO
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
Sound Specialists
Thai's W'htj huntlr^€is of protlucers
us^ RcwG.s fttciiitics.
REEVES : Five floors devoted to recording sound, and the production of
Movies, Radio and TV shows.
REEVES: Completely equipped and manned by a staff of "sound
specialists", geared for sound recording from a one minute
spot to a feature production.
REEVES: Where a Producer can work with confidence. Remember,
Reeves is not a competitive producer but a PARTNER.
RCA Licensee
NUMBER 4 • VOLUME 10 • 1949
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The largest SoiintI Sert'iee Orguniaation in the Worltl.
Western Electric Licensee
31
C7lSli: IIISTOKIlilS
(CONTINIM' 0 FROM THK I'RECliDl NG I'AGK)
ARMY'S MEDICAL REPORT
Sponsor: Office ot the Siirgeoii-Geiieial, De-
partment of the Army, and The Military
Personnel Procurement Ser\ice. Agency:
N. VV. Ayer & Son. Film: Assignment Medi-
cine. Producer: Leslie Roush Productions.
•k .\t the end of the war, more medicos began
counting iheir discharge points and frenziedly
sharpening their scalpels for the lusher civil-
ian practice than proportionately any other
occupational specialty in the armed forces.
Doctors, nurses, dieticians, physiotherapists,
etc. were all united in one great yowl— "Let us
out".
Despite high priorities placed upon their
services and special inducements offered to
keep them in. far too many medical depart-
ment men and women did get out, lea\ ing a
serious shortage in even the miuinuim re-
c|uirements of the services.
.\s a part of the overall army recruiting
campaign, and tailored to meet the specific
lugent needs of the Surgeon-General's Office,
a film. Assignment Medicine, designed to cor-
rect outmoded impressions of army medicine,
will soon be released.
Although it has a delniite point in appeal-
ing to medical people to serve in the army as
a profession and as an excellent means of
further training, the film is not a high pres-
sured promotion in any respect, but rather a
documentary report on the army's medical de-
partment, ft shows the importance of team-
work among all divisions of the department,
and the diflerences between war-time service
when the great emphasis was on casualty
treatment, and the army medicine of today
which is more similar to civilian practice.
Assigtimcnl Medicine is the most recent of a
series of films produced for the Military Per-
sonnel Procurement Service under the supervi-
sion of N. W. Ayer & Son (and which will be
coirtinued by the Gardner Agency which has
taken over the MPPS account) . Other pic-
tures have included Tlie ]Vinning Team, an
informational background film on the Army
Groimd Forces and Best By Test, on army
administration, stressing the high quality of
food, clothing and other equipment used in
the army.
Army recruiting films are distribtited by
local recruiting offices. Audiences in schools,
clubs and societies of many types are soticited
by recruiting personnel, and shows are fre-
quently accompanied by lectiues and demon-
strations.
Assignment Medicine will be directed to
medical schools and societies, and groups of
veterinarians, nurses, dieticians, physiothera-
pists and all other members of the medical
profession.
Donald Jones of N. \V. Ayer & Son wrote
the script, and Captain Alfred A. Gentilcore
served as liaison lor the Office of the Surgeon-
General during the film's production. •
Know Your Insurance Agent
A NEW INSTITUTE OF LIFE INSURANCE FILM TELLS HIS STORY
THE INSTITUTE OF LIFE INSUR-
ance is an association whose members
include most of the large life insurance
companies in the country. In addition to its
many other activities, the Institute is largely
concerned \vith a public relations program
designed to encourage people to consider the
lite insurance agent as a well trained and re-
spectable |)rofessional man, rather than as an
annoying peddler.
Undoubtedly both types of agent still exist,
but the trend in recent years is for a decided
impnnement in the calibre of agent licensed
by the various companies. Typical of the
cjualities and characteristics of a good life ini-
clerwriter is John J. Sutton, an insurance man
and a community leader of Oneida, New York.
Sutton is the leading character of a new
documentary film, For Some Must Watch,
sponsored by the Institute and released for
general showings early this month.
iNSFiRii) By State Department Films
The production of For Some Must Watch
was inspired by two films. Small Town Doctor
and County Agent, produced for the State De-
]>arlment lor showings in South America. In-
stitute executives, alter viewing these two films
last year, decided tliat a similar treatment
could be made of a life insiuance man, and
the International Film Foundation was per-
suaded to undertake the production.
The new 28-minute picture is a true docu-
mentary, using actual people and places. Even
the names of the various characters are real,
with the exception of the doctor's, which was
changed because of professional ethics.
Tells Problems Of Three Families
For Some Must Watch opens on the far side
(if the New York Central tracks as a train
whistles past. As the crossing gates go up the
camera proceeds across the tracks and on up
the main street of Oneida, a typical small
city of 12,000 in central New York. On this
imaginali\e introduction to tlie town, the
film goes on to deal with the individual prob-
lems that face three families, and how, with
the help of Jack Sutton, and through their
Jack Sutton and ,\lice Clark in a siene from
"For Some Must Watch."
ownership ol lile uisurance, they were able ty
solve these problems.
The first story is that of a successful young
doctor whose long liours of hard work in hi*
practice and in community affairs cause a
serious physical breakdown. With Jack Sut-
ton's help, the family courageously manages
through the doctor's long illness, and the
conmiunity projects he so desperately wants
to see materialize are carried through.
Secondly, there is the success story of Alice
Clark and her three children— how they estab-
lish a business of their own in order to keep
the family together after the father is killed
in an accident. Later when Alice's great con-
cern is educating the children, it is through
Jack Sutton's resourcefulness that a college
education tor the young Clarks is guaranteed.
The third story is that of Emilio Mengucci,
an onion farmer, and his family who are
faced with tire loss of their land when heavy
storms wash out their crops. How Sutton's
ad\ice and a treasured life insiuance policy
help them save their farm is shown in this
third sequence. Having been filmed right on
the farm with the Mengucci family at work,
it tells the whole story of onion farming in
muck land, from planting through harvest.
It is believed that this is the first filming of
this highly specialized kind of farming in
which old lake beds are cleared and utilized
for certain crops.
Cast Emerges As Real Life Characters
Julien Bryan. Executive Director of the In-
ternational Film Foundation, who produced
the film, is world-lamed for his camera por-
traits of people in many parts of the globe.
Bryan's people have a regular habit of emerg-
ing as real li\e persons instead of mere faces
passing across the screen. Jack Sutton, the
doctor, .\lice Clark and Emilio Mengucci are
no exceptions.
For Some Must Watih is designed primarily
for adult audiences and non-theatrical show-
ings, although 35mm prints will also be avail-
able. It will be offered free of charge to
theatres, underwriters' associations, clubs,
adult groups, schools, churches and other or-
ganizations with sound ecjuipment. •
.\n Onion Grower's Family lall<s it over with
their life in-iurnnff agent.
32
USINESS SCREEN MAGAZINE
THE FACTS ABOUT DIABETES
Sponsor: Tublic Health Scr\ ice, Federal Se-
mriiv Asentv, aiul the American Diabetes
Association. Film: The Slory of Wendy Hill.
Producer: Warner News, Inc.
* One million Americans ha\e diabetes and
do not know it. Olten their sunptoins are so
slight or unrecognizable to themselves that
the ilisease may go on for years before disco\-
ery— and this is sometimes too late.
Diabetics can live normal happy lives with
proper treatment, but early recognition is
essential. .\s a pan of their program to stimu-
late community groups to take action that
will result in earlier case finding, the Public
Health Service and the .\merican Diabetes
Association have sponsored a new 20 minute
color film, The Story of Wendy Hill.
Wendy's story is about a traffic accident she
suffers one da\ on her wax home from work.
-Although her injmies are not serious, a rou-
tine laboraiorv check in the hospital shows
that she has diabetes.
Considerably upset at first, AV'endy soon
settles down to her doctor's program of in-
sulin and special diet. .\Ithough she had had
a strong fear of ha\ing children, the doctor
assures her tliat the chance of lier children
having diabetes is small.
The Story of Wfndy Hill makes a special
point of the inevitable free advice from mis-
informed people which plagues Wendv in the
early stages of lier trcatmeiu. I he doctor re
assiues her again that slie has nothing to worry
about if she sticks to her Irealmeiu and diet.
.\ smprise ending shows tlie doctoi preparing
his insidin, emphasizing that tliabetics can
le.id long and happy lives.
Distribution: .State Health De|)artments ha\c
Uimm prints of The Story of y\'etidy Hill for
tree loan to adult and adolescent groups, such
as PT.-\, schools, churches and business.
FILM FOR A FUND CAMPAIGN
Sponsor: The Greater New York Fund. Film:
One Out of Three. Producer: RKO Pathe,
Inc.
•k Three million people every year, one out
of e\er\ three .\ew \'orkers, are helped by
the 423 agencies in\ol\ed in the Greater Xew
York Fund. .\s John I). Rockefeller III points
out in the new film produced for this year's
annual drive, the Fund is not "just another"
campaign, but the city's own united effort to
help support its many hospitals, neighborhood
houses, boys' clubs, summer camps, homes for
the aged and other social agencies.
-Along with Rockefeller, James Cagney ap-
pears in the film and follows the camera
through a detailed survey of the various agen-
cies.
Ode Out of Three w-as introduced at the
dinner opening the drive, during which Cardi-
nal Spellman and Herbert Hoover were the
principal speakers. It was shown in over 400
theatres in the Greater New York area during
the campaign, which Iwgan on -April 25.
EMPLOYEE INDOCTRINATION
Sponsor: .Standard Register Company of Day-
ton, Ohio. Film: Foremost is the Word for
Standard. Producer: Frank Lewis, Inc.
♦ Ihe Standard Register Company has a
new film designed for the indocirinalion ol
new employees. The 28-minute sound slide-
fdm shows the new employees the relation-
ship of their job to the overall company op-
eration.
Standard has done much in the application
of modern personnel policies with extensive
emplovee benefits to warrant a high percent-
age of the employees staying with the com-
pany.
The nature of the product is such that the
processes of receiving, handling, producing
and shipping orders must be performed with
the greatest care. One error could invalidate
an order anil cause a loss to the company and
the customer. Hence, every job is a "skilled"
operation. Elaborate safeguards against errors
are necessary.
Foremost is the Word for Standard not onl\
reviews the history of the company but it ex-
plains the purposes, scope and methods of the
company. It outlines the employee's benefits
and stresses the unique importance of each
job. -An -American Way of Life theme is car-
ried throughout the presentation to add inter-
est. The script was written by Ray Ballard.
TWO ^^HRSTS'' in Visual Communications Choose Soundview
n Can be used ONLY with
^ SOUNdVIEW projectors!
A really new slidefilm process that provides fu//
animated cartoon techniques and advantages.
Three SOUNdVIEWS produced
this striking effect!
In the Borden Company's PANORAMIC PRESEN-
TATION "Follow That Man" three SOUNDVIEWS
were used to produce this striking effect.
THE SOUNVVIEW
PROJECTOR
A product of .
AUTOMATIC PROJECTION CORPORATION
1 9
WEST
4 4 T H
STREET
NEW
YORK
1 8
NEW
YORK
NUMBER 4
VOLUME 10 • 1949
33
In the
^Kwm m^^B
Shell Oil Opens Two Distribution
Centers to Handle Film Requests
♦ Shell Oil Company has
opened two new film distiibution
centers to service exhibition re-
(juests for the firm's thirteen in-
stitutional and educational sound
motion pictures. The new Chi-
<ago ofiice will handle the mid-
west territory, while the Houston
tenter will cover the southwestern
states. However, all requests for
free showings of Shell films should
still be addressed to company of-
fices in New York (50 W. 50th
St.. New \ork 20) or San Fran-
(isco (100 Bush St.)
Reynolds Metals Company Produces
"The Tale of the Powdered Pig"
♦ .\ new sound film in color, The
Talc of the Powdered Pig, has re-
cently been produced by the Rey-
nolds Metals Co., Louisville, Ken-
lucky. The 30-minute film de-
scribes the uses to which alumi-
num powders and pastes arc put,
ranging from polychromatic fin-
ish on automobiles to pyrotech-
nics and the coloring ol a myriad
business and household appli-
ances.
The process of converting baux-
ite into aluminum is described
briefly so that the audience can
better assimilate the intricate pro-
cedures which are necessary be-
fore the powder is ready to be
made into paints.
Secjtiences in the research lab-
oratories show hovv new uses for
this amazing powder are being
discoxered. Effectiveness of the
new Reynolized aluminum paint
tor the prevention of mold and
rot, and the recently developed
aluminmu puny, are also illus-
trated.
John Martin narrates the
16mm film that takes the audi-
ence from the bauxite mines
through the research laboratories
to the finished product.
liec[uests for bookings should
be directed to Reynolds Metals
Company, Motion Picture De-
partment, 821 South 12th Street,
Louisville 1, Kentucky.
A scent' funn the new Re\iiohh fihti.
This .^mmated Scale Model wm desit^ned and filmed to simplify visualization of bow
elfdiicity is made and distributed in the new Consolidated Edison picture "Electricity
—Seizing New York". This 22'niinute sound fitm is entirely in color.
LESLIE ROUSH
PRODUCTIONS, INC.
119 W. 57th St., New York 19, N. Y.
PRODUCERS OF
MOTION PICTURES
FOR INSTITUTIONAL,
PUBLIC RELATIONS
AND EDUCATIONAL
PURPOSES
LE
SLIE M. ROUSH JULES K. SIND
IC
New York's Consolidated Edison Co.
Shows New Film "Electricity"
* The story of power generation
in New York city and of the role
that electricity plays in every-day
lile are told in a new irmim color
and sound motion picture pro-
duced bv the Cionsolidated Edison
(Company ol New ^'ork. Inc.
rilled Electricity— Seming New
York, the film is fully narrated
and runs twenty-two minutes and
depicts approximately 300 differ-
ent scenes and locations. It was
made to be shown to the public
within ihc territories served by
C^onsolidated Edison.
Photographed inside actual
system generating stations and
against a background of authen-
lic city scenes, it shows some 200
of Consolidated Edison's 30,000
employes at work in diverse op-
erations that are part of the im-
mense job of generating and dis-
tributing electricity for a city of
over eight million inhabitants.
Scenes inside generating sta-
tions vividly portray what goes
on day and night behind their
massive walls. Included are views
of some of the System's most mod-
ern generating equipment, instal-
lation work on new turbine and
boiler facilities during the mod-
ernizing of the Waterside gener-
ating station, the system opera-
tor's board which is the nerve
center from which the flow of
electricity throughout the System's
territory is directed and other fa-
cilities.
An animated model is used to
show graphically how electricity
is made and distributed to the
consumer; and the System's ex-
tensive distribution network is vis-
ualized by means of an animated
map. One of the many outdoor
scenes illustrating the role of elec-
tricity in many facets of city life
shows a night baseball game at
Ebbet's Field. This is believed to
be the first example of color mo-
lion pictures of such an event.
1 he film was produced by Con-
solidated Edison's advertising de-
partment in collaboration with
the Batten, Barton, Durstine &
Osborn agency.
* * *
Hartley Productions Crew Overseas
for New Pan-American "Wings"
♦ l'.\N American World .Air-
ways sent a Hartley Productions
crew to Europe last month to be-
gin work on a forthcoming film
in the Witigs To . . . series. The
ixpediiion was preceded by ship
uuiu ol Hartkv's "studio on
BUSINESS SCREEN MAGAZINE
uhcels ". .1 MKibili' iniii cspfcialh
designed lor siK-edv set-up in the
field and to obtain studio quality
production on location.
MiHgi To EuiDpc. in color, will
explore historical sitis and famous
attractions ol Belgium, France
ami England. Using the tech-
nic|uc which has proved so suc-
cessful in previous Itf/igi trave-
logues, lip svnc portraits of natixe
characters will be filmed to catch
the full Havor and excitement of
foreign parts.
Past P.\.\ films have been \ery
popular over television and a
greater amount of direct record-
ing is planned in this one to ex-
ploit the "immediate contact" an-
gle with video audiences.
Budget-wise, costs will be cut
considerabh by use of the six ton
! mobile unit, from which sound
I and camera can be set up in eight
minutes, and a Hallen synchro-
nized film recorder which permits
iunnediate playback. .\ normal
four month's shooting job is sched-
uled for completion in two and a
half.
Paper Box Machinery Manufacturer
Sponsors Film for Industry Program
♦ High Prodi tnioN .Machine
CoMP.wv of Philadelphia has
produced a new film. Machine
Development in the Set-up Box
Industry, that tells the story of
procedures in the manufacture of
set-up paper boxes.
The 20-niinute kodachrome
film, narrated by Peter Roberts,
iKo shows many of the latest de-
velopments of the machines used
in the industry. Several of the se-
quences are filmed in slow mo-
tion, others with a clock clearly
\ isible, so that the motions of the
operator can be analyzed for
rhythm and timing, which en-
hances the picture's value as an
educational aid.
High Production and the tliree
companies cooperating in the
making of the film, Gerbereux.
Dufft S: Kinder, Brooklvn; John
Crompton .\clelphia Corp., Phila
delphia; and F. Schoettle, Inc..
Philadelphia, plan to make the
picture, in a slightlv condensed
form, available on loan to paper
box manufacturers in the U. S.
and abroad.
RURAL AMERICANA
Cooperative League Film Tells Aims
♦ .■\ new 30-minute film has been
produced b\ The Coopi;R.VTn t
Leacie of the US.-\ titled ^Vhal
is a Co-op? The film accomplishes
its aitn, which is to tell all gi()up>
what a cooperative is, bv depiiiiug
ilie actual oiieiation of health co-
ops, farm siq)l)lv co-ops, RIv\ co
ops, credit unions, grocery co-ops,
peuoleum co-ojjs, insurance and
other types of co-ops.
The filming sequences take
place in many dillerent sections
of the countrv. 1 he camera crew
traveled six thousand miles to do
the filming job.
New W'oRtn I'RoDt ctions, of
Hollvwood, made the film for the
League. Prints aie available for
sale at $75 and for reinal S5 a
showing from The Cooperative
League of the USA, 343 .South
Dearborn St., Chicago 4. 111.
Government — Industry Make Films
to Serve National Conservation
♦ 1 he U. S. Deft. c)I .Vgricul-
tlre has announced the release of
a 26-minute sound and color film,
Only a Bunch oj Tools. This is
the storv of a small town, volun-
teer fire fighting force and their
use of small tools in the fighting
of fires. .\ newcomer in the town
scoffs at the use of the tools for
fire fighting until his own house
catches fire and is saved by the
volunteers and their tools.
♦ The Southern Pulpvvood Con-
SERVATiOiN AssociATio.\ has Spon-
sored two new films on conserva-
tion. Both are 16mm color and
sound motion pictures of 15 min-
utes each. Fire Call depicts the
terrible waste from forest fires
everv year by showing what coitld
be done with the wood that is an-
nually burned due to carelessness.
This is done by filming some of
the twenty-three million acres of
timber burned every year in the
(CONTIM'ED ON THE NEXT PAGE)
Spemlly ilesiijned. . . for a
HUNDRED DIFFERENT JOBS
SeledUailide
CABINET PROJECTOR
Sale? meetings, waiting rooms, em-
ployees training, display windows —
everywhere you can use visual impact
vou can use the Selectroslide Cabinet
Projector. Flexible projection equip-
ment that can be instantly converted
for a variety of jobs. A.ND NOW ... on
special order you can have any Selec-
troslide unit equipped for accompany-
ing sound sales or instructional talks.
Ideal for exhibits, conventions or fairs
for now your message can be delivered
with that personal touch, plus the
color, action and interest available
only with the Selectroslide.
FEATURES
• Large 17 inch square, brilliant-vue
screen for brighter images.
• Modern wood design in attractive
light or dark finish. .\lso available
with mar and scratch-proof covering.
• Famous trouble-free Selectroslide
unit, 48 slide capacity, entirely auto-
malic. Operates for just a few pennies
a day.
• Cabinet easily moved, needs only
4 sq. ft. of space.
Write now jar descriptive literature.
Seltci^'>ii^
Selectroslide projector
unit supplied with the
Cabinet can be taken
out for employee train-
ing or public relations
jobs. Projector has self-
contained carrying case
for portability.
\jpindler & \J
auppe
2201 BEVERLY BLVD.
LOS ANGELES 4, CALIF.
PRODUCTS AND SER\ICES ADVERTISED IN THESE PAGES
ARE QU-\LITV LEADERS IN THE AUDIO-\ISUAL FIELD
One o^ tUe 155 . . .
"Air Chaplain," just released by the United
States Air Force, is one of the 155 films"'
for which our staff has done the writing.
*as of May 17
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BIDO. -^ 930 F STREET NW -^ WASHINGTON 4, D.C. -^ EXECUTIVE 5941
NUMBER 4
VOLUME 10
19 4 9
35
(continued from preceding page)
U. S. and the $33,000,000 worth
in the South.
Lonnie's Xew Crop tells how to
"kill several birds with one stone".
This is clone bv showing that pine
trees can be gro^vn to conser\e the
soil, perpetuate the dwindling
supply oi pines and also make
money.
♦ .Soil building and conservation
is the theme ol Phnniug to Pros-
per. Many of the causes for waste
in soil are shown in this 22-niin-
ute color, sound movie. Allis
Chalmers Mfg. Co.. Tractor Di-
vision sponsors the picture.
Bates Fabrics, Inc. Produces Film
to Help Sales of Quality Textiles
♦ Fashion Report, a 16mm film
recently produced by Bates Fab-
rics, Inc., points up the impor-
tance of selling quality fabrics to
people who sew and emphasizes
the end uses of the various Bates
fabrics.
The story is carried on a fash-
ion writer's report about the
home sewing boom, using a visit
through the Bates operations as
a source of information. Her re-
port tells the Bates story candidly,
co\ering brief scenes of produc-
tion, merchandising, backstage se-
quences of photography for ad\er-
tisiirg, and dress rehearsal for tele-
vision.
Excerpts from Fashion Report
will pnn ide Bates with television
spots which they will use. These
spots will consist of sequences
filmed during an actual depart-
ment store fashion show.
The film, available on request,
arrives complete with booklets
containing technical information,
a complete glossary of Bates fab-
rics and display folders featuring
large fabric swatches of the ma-
terials shown in the film.
The only distributor of the film
is Bates Fabrics, Inc., 80 Worth
Street, New York 13, N. Y.
\<:tress Mary Patton, one of the stars
of Bales'" Fasljjnu Report" is shown (left)
in tliis harlisldi-r srrrie hetoiv.
Factual Films Serve Wide Field
Seventh Issue of "Telephone Screen
Review" Available -from Bell System
♦ ,A new 11-minute film has been
made available by the Bell Tele-
phone Company showing the
many ways in which the telephone
and its services help in everyday
life. Telephone Sercen Revieio
{Number 7) has three sequences.
The first is the 25th anniversary
of the Western Electric plant at
Kearny, N. J., showing how it
grew from swamp to a plant of 33
buildings housing 20,000 em-
ployees.
The second theme "Talk Jur\"
is a story of the continuous re-
search carried on at Bell labora-
tories to find better methods of
transmission and how, with all
this research, it is slill the tele-
phone user who is queried to find
the ultimate answer.
The fascinating story of how
the facilities of Bell are used in
telex ision by providing the neces-
sary coaxial and radio-relay cir-
cuits sending television over the
networks is the final part.
New Bell Film Shows Storm Hazards
♦ .Another of the recent films
s])onsored by the Bell System
Telephone Companies is The Ice
King's Challenge, a story of the
rigors and problems encountered
by the telephone company due to
the elements. The "Challenge"
is the ice storms in five South-
western states this last January.
Most of the 11-minute sound mo-
GUIDED FILM ^ISSILES'
• What ever
your target
may be.. More
Sales..Faster Job
Training or Better
Public Relations our
planned Visual Programs
assure accurate results . . .
RocKETT Pictures, Inc.
CREATORS OF
GUIDED ^Om MISSILES
FOR NEARLY A QUARTER OF A CENTURY
6063 Sunset Blvd. • Hollywood, Calif .
lion pictine shows how this chal-
lenge is met by the telephone com-
panies to keep the lines in order.
The picture is narrated by Tom
Shirley, the commentator on "The
Telephone Hour" radio program.
Besides telling about the storms
of last winter, he tells how the
Western Electric Company kept
the flow of supplies coming when
thev were so urgently needed.
Atlas Film Corp. Adds "Tinplate"
Picture to Bureau of Mines Library
♦ The story ol oil, steel, coal, etc.
has been recorded on film. Now
comes the story of the tin can.
Tiiipliile is the title of this 27-
miniue sound film in color, spon-
sored by the \Veirton Steel Corn-
pan) of Weirton, W. Va., in co-
(jperation with the U. S. Bureau
of Mines. The tin can story is
started with a harvest scene and
continues through fruit orchards,
farms, and canneries.
.\iuhentic sequences showing
European tinmills and the slow,
laborious hand methods by which
tinplate was made in Europe sev-
eral hinidred vears ago are quite
a contrast with the great plants,
blast furnaces, and vast stocks of
raw materials required to supply
today's needs.
.\n .•^tlas camera crew picked
up scenes in the Weirton plants
and mills showing the conversion
of iron ore, coke, scrap and lime-
stone into molten metal, bars of
steel, and then into coils of thin
sheet steel. Open hearth furnaces,
blowing Bessemers, soaking pits,
,nid high-speed cold-rolling ma-
ihinery that s(|ueezes steel bars
lo thin strips a mile long are de-
picted in natiual color. The high-
speed machines and complex tech-
niques that have been developed
lo meet mass production de-
mands, present an inspiring spec-
tacle of modern industrial meth-
ods.
Tinplate is distributed through
the Film Library of the United
States Bureau of Mines at Pitts-
burgh. Pa.
Development of New Facial Tissues
Portrayed in "The Tender Touch"
♦ Tlic Tender Touch, new film
produced in full color by Sarra.
Inc., for Personal Products Cor-
I'ORATiON, tells how Yes facial tis-
sues were dexeloped and mer-
chandised to suit exact customer
rciiuircmenls.
In the 12-minute film, which
was handled through N. W. Ayer ,
and Sons, Inc., the camera shows
just how Yes tissues are manufac-
iiirc'd so that softness and strength
36
BUSINESS SCREEN MAGAZINE
(11 cduibiiuil ii> piotliicc a piod-
I acii|Jlablc lo Uic tastes and
|iiiriiiicius ol the Aiiicritaii
liuviiig public.
1 111 (oniplcli' dcMlopmciu "I
llic tissues is outlined Iroiii the
extensive surveys tondutted to
find out how tlie public thought
facial tissues could be improved.
.\t present. The Tender Touch is
being shown to retailers through-
out the country by Yes sales repre-
sentatives.
Texas Tech Students Complete Film
to Build Goodwill for Alma Mater
♦ .\ group of students from Texas
Technological College are put-
ting the finishing touches on their
first film venture. Future Vnlim-
iled. Completely studentpro-
duced-and-financed, this thirty -five
minute color and sound motion
picture views college life— study
and play— through a student's
eyes.
The film is designed to build
gocxiwill for the comparatively
young institution, especiallv in the
South and Southwest, .\fter its
premiere, sdieduled for mid-Jan-
uary, the motion picture will be
available to high school groups,
alumni and civic organizations
upon request from the College
Extension Service on the Texas
Tech campus.
Humble Oil and Refining Company
Issues New Catalog of Free Films
♦ The Hi-MBrt On, & Refim.xc
CoMP.\.\Y is distributing a new
catalog giving a brief resume of
each of eleven 16mm sound color
films. These films, produced b\
Humble, deal with the oil and re-
fining industrv.
The titles of the epic-stories of
oil are: Highway for Oil, Hazar-
dous Helper, Thermal Forces, We
Work Together, More Than Mag-
ic, Pipeline for Progress, Trouble
Lurks Below, Oil, Portable Well
Seniicing, Humble's Four-Star
War Products and Captain Cau-
tion.
All of these films are available
in states served by the companv
without charge from Film Li-
brary, Hiuiible Oil X; Refining
Company. P.O. liox lilSO. Hous
ton I. Texas.
Here's a New "Audio" Idea to Help
Brighten the Office Day With Music
♦ SolNDMRIBtR CoRl'OKAIID.S ol
.\ew Ha\en. makers ol electronic
disc dictating ec|iiipment, and
C;<)luiiibia Records lecenth pooled
ecjuipinent and ingenuity to
brighten the lives of America's
secretaries with music.
Operating on the theory that
"all work and no play makes Jill
a dull secretary," the companies
have joined forces and within the
month have introduced tlie "Sec-
retary's Serenade " to .\merican
business.
J. ). McKeo-V. director of sales
promotion and advertising for
SoundScriber, recently demon-
strated the new technique to a
group of interested executives.
.\lr. McKeon said that secretaries
can now enjoy the latest and best
music during rest and lunch pe-
riods by playing Columbia's 7"
Microgroove records on their
regular SoundScriber transcribing
equipment.
When the record's center hole
is squared to fit the SoundScriber
spindle, Columbia's new 7" Mi-
crogroove record rotates at SSVj
rpm, same speed as the Sound-
Scriber disc. Clarity of reproduc-
tion is excellent, Mr. McKeon
pointed out. Copies of hit tunes,
featured on Columbia's seven
inchers, were made on Sound-
Scriber equipment to demonstrate
the versatilitv of the instrument.
Kodak Sales Training Center
Graduates 320 In First 12 Months
♦ Eastman Kodak Company's
Sales Training Center in Roches-
ter, N. Y., graduated 320 persons
in its first year, Howard F. Kalb-
fus, director, announced in a brief
annual operations report.
The center is designed to ac-
quaint dealers and their salesmen
with latest details of Kodak ama-
teur photographic products and
how the\ can best sell them.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipnient for
16mm & 3Smm
cameras
Animation Equipment
MOTORS for
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John Clemens — Erwin Horwood
NATIONAL CINE EQUIPMENT^
inc.
20 WEST 22nd ST., NEW YORK 10. H.T. '
RENTALS — SALES
— SERVICE
Eyerao. MitcheU.
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
"Baltar" lenses and
otiiers for Motion
Picture Cameras
SPECTRA. THE FIRST DIRECT
COLOR TEMPERATURE METER
FOR INSTAHT . . . D/RECT COIOR TEMPiRAWRl
READINGS of BOTH NATURAL and ARTIFICIAL LIGHT
Now a color temperature meter that, for the first time,
eliminates the chance of human error. The Spectra is
absolutely accurate, featuring an extra sensitive photo-
electric cell, yet is as simple to use as an exposure meter.
Point it at the light source, touch the trigger, and the
needle registers the color temperature within a 100*
Kelvin. Proper correaion filters are imme-
diately indicated for the perfect exposure ac-
cording to color balance of him used. Tested
and proven by industrial and educational pic-
ture producers who lead in color production.
PHOTO RESEARCH CORPORATION
15024 Devonshire Street, San Fernando, CoUfornio
i^
I
OPTICAL PRINTING • TITLES • ANIMATION
Excellent equipment plus experienced personnel are com-
bined to give you quality optical printing and title service.
BLACK AND WHITE - KODACHROME - ANSCO COLOR
TWO COLOR AND THREE COLOR SEPARATION NEGATIVES
Optical Printing
EfFects
Titles
16mm to 16mm
Fades
16mm or 35mm
16mm to 35mm
Wipes
Trailers
35mm to 35mm
Dissolves
Animation
35mm fo 16mm
Zooms
Montages
Slide film masters
CINEMA RESEARCH CORP.
7000 Romaine Street, Hollywood 38, Calif.
Phone HO 9-4646
Harold A. Scheib, Pres.
NUMBER 4
• VOLUME 10
19 4 9
37
TREND AND FORECAST
Predicts 6,000.000 Sets by I95L
♦ Radio Manlfacturers' Asso-
ciation president. Max F. Bakoln,
recently stated that by 1951 there
will be six million television re-
ceivers in operation in the U. S.
Speaking at the Radio Manufac-
turers' Association convention,
Mr. Balcom p/edicted that two
million or aiiore TV sets will be
produced .this year on top of a
previous total industry output ol
aboi.it 1,200,000 TV receivers of
uhich nearly one million were
manufactured last year.
Philadelphia Has 150,000 Receivers
♦ W C: .\ L' - r \' aiinuuiKcs tliat
Philadelphia now has 150,000 tel-
evision receivers and continues to
be the second largest TV market
in the U. S. This figure is an in-
crease of 130 per cent over the
September 1, 1948, figure.
Boston Reports 81,392 TV Sets
4 From Boston comes the release
that there are 81,392 video sets
installed in that city. This is a
sizeable figure considering that
WBZTV has just observed the
first anniversary of TV in the
Hub.
Cathode Tube Figures Show Big Lift
♦ The Radio .\hiiuilacturers .As-
sociation have announced a 71-
percent increase in the first quar-
ter of 1949 over the fourth quar-
ter in 1948 in the value of ship-
ments of TV receiver-type cathode
ray lubes. An even more impres-
sive record can be seen in the 382
percent increase over the first
quarter of 1948. Sales of all types
of cathode ray tubes for this first
quarter of 1949 come to 721,018
units valued at 123,118,364.
T V PROGRAM NOTES
♦ The Chicago Federated Ad-
vertising Club announced re-
cently, that the best television pro-
grairr of any kind produced in
Chicago is the "Kukla, Fran and
Ollie" show. This makes the sec-
ond straight year that the Burr
lillstrom show has won the
award.
The program, which is on 32
stations of the NBC TV network,
has also received other awards be-
sides having a featuie story in a
recent issue of Life.
Contracts for 26 P & G Programs
♦ General Television Enter-
prises, Inc., has signed Teleplav
Productions, Inc. and Ace Pic-
tures, Inc. to produce the 26
\ideo subjects for the "Procter
igl.g->/Q§Q@Kl in the m^Wl
IiLCMSioN Commercials in Production for Miller High Life (see column 4 right)
at the Sarra. Inc., Chicago studios. Director Harry Lange is behind the camera.
We are now going into
the 27th year of making
fine motion pictures
for American industry.
m^i
I LOUCKI^NORLINO
I a-lS WEST S3TH ST. . NEW YORK CITY
I MOTIOtl PICTURES • SLIDE FILMS • SINCE 1923
and Gamble Fireside Theatre,'
which is slated to commence early
in September over NBC Eastern
network.
Sarra Completes Miller Beer Series
♦ Three series of television spot
commercials have recently been
completed for Miller High Life
by .Sarra, Inc., to be used on
sports programs sponsored on
W'IZTV, New York: WTMJ-TV,
Milwaukee and other video sta-
tions.
The commercials consist of a
series of three 20-second scenes
showing the qualities of the bev-
erage.
"Candid Camera" Popular Feature
♦ relc\ isioii has done a "take-
off" of the successful radio pro-
gram, "Candid Mike" entitled
"Candid Camera." The program
introduces poor and rich alike in
interviews recorded by hidden
cameras.
The TV program, produced by
Allen Funt, is part "live" and
part film.
Santa Fe Railway TV Series in Work
♦ The Atchison, Topeka and
Santa Fe Railw.w is starting the
filming of thirteen I5-minute tele-
vision programs. Leo Burnett
Company, Inc., agency for the
Santa Fe. has signed Sarra, Inc.,
lor the pioduction series.
N.B.C. Television Program Staff
Reorganized to Meet Expansion
♦ A icorgani^aticjn and general
streamlining of the NBC televi-
sion program department has
been announced by Carleton D.
Smith, director of television op-
erations.
Under the new plan, made to
pro\ide for increased activities in
the planning and building of new
television program packages, four
new program department subdivi-
sions have been created, all of
which will be under the direct su-
pervision of Norman Blackburn,
national program director.
}. Robert Myers has been ap-
pointed business manager of the
television department. .\nd three
of the subdivision heads are: Rob-
ert W. Sarnoff, production man-
ager; Charles Prince, manager of
talent and program procurement
and Fred Shawn, manager of op-
erations.
Along with the re-alignment cif
these functions, Warren Wade
has been appointed executive pro-
ducer. Four new television pro-
ducers are; Frederick Coe, Wil-
liam Garden, Roger Muir and
Victor McLeod.
38
BUSINESS SCREEN MAGAZINE
National Audio-Visual (onvenlion Exhibitors
CHICAGO
OPENS JULY 31
Booth 34
Booth 40
Booth 71
Booth 6
Booth 13
TRADE SHOW • HOTEL SHERMAN
Admotic Projector Company
1 1 I West Jackson Blvd., Chicago 4, Illinois.
Exhibiting: Admatic automatic slide projectors
In charge of exhibit: M. M. Mummert
American Film Registry
28 East Jackson Blvd., Chicago 4, Illinois
HArrlson 7-2691
Exhibiting: Projectors, tape recorders, films, Save-Kote Film Protection
Process
In charge of exhibit: R. H. Redfield. Others: R. S. Cawthorne.
American Optical Co., Scientific Instruments Div. Booth 60
Box A, Buffalo 15, N. Y.
Exhibiting: Complete line of still projection equipment
In charge of exhibit: W. L. Doemland
Ampro Corporation Booths 67-68
2835 N. Western Ave., Chicago 18
Exhibiting: 16mm sound & silent motion picture projection equipment, arc
and Mazda, 2x2 and filmstrip projectors, accessories
In charge of exhibit: E. N. Nelsen
The Audio Master Company
425 Fifth Ave., New York 17, N. Y.
MUrray Hill 4-6474
In charge: Herbert Rosen
Bausch & Lomb Optical Company
635 St. Paul St., Rochester 2, N. Y.
Exhibiting: Slide, opaque and micro projectors
In charge of exhibit: A. E. Fischer
Beckley-Cardy Company
1632 Indiana Ave., Chicago 16, III.
Exhibiting: Room darkening shades
In charge of exhibit: Mr. R. H. Howard
Bel! and Howell Company Booths 36-37
7100 McCormick Rd., Chicago 45
E'hlbltlng: 8mm and 16mm motion picture equipment
h charge of exhibit: R. F. Peterson
Charles Beseler Company Booths 63-64
60 Badger Avenue, Newark 8, New Jersey
Ehlbltlng: Opaque and other projectors
In charge of exhibit: Mr. H. H. Myers
The Brush Development Company Booth 50
3405 Perkins Avenue, Cleveland 14, Ohio
ENdicott 3315
Exhibiting: Brush "Soundmlrror" magnetic ribbon recorder
In charge: Lawrence J. Tidrick
Others: R. B. Matheson, H. D. Laldley
Business Specialties Engineering Company Booth 7
542 S. Dearborn St., Chicago 5, Illinois
Exhibiting: Ultratone Tape Recorders, Ekotape tape recorders, Permo-Mag-
netic recording tape
In charge of exhibit: Mr. Ken Silbanks
Califone Corporation Booth 58
1041 N. Sycamore, Hollywood 38, California
Exhibiting: Califone transcription players and educational transcriptions
In charge of exhibit: Mr. Robert G. Metzner
Castle Films Division, United World Films, Inc. Booth 88
Exhibiting: Castle home movies. United World educational and entertain-
ment films
In charge of exhibit: Murray Goodman
Cathedral Films, Inc. Booth 14
1970 Cahuenga Blvd., Hollywood 28, Calif.
Exhibiting: Cathedral films
In charge of exhibit: Brunson Motley
Church-Craft Pictures, Inc. Booths 17-18
3312 Lindell Blvd., St. Louis 3, Missouri
Exhibiting: Natural color religious slides; filmstrips; 16mm sound religious
films; a new three-dimensional viewer, the "The Stori-Viewer"
In charge of exhibit: Vic Growcocl^
(THIS LIST OF EXHIBITORS CONTINUES ON PAGE FORTY-THREE)
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in sound and picture for
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TRIK\
NUMBER 4
VOLUME
9 4 9
39
CA)\i.\iinhL Mi'MUhR; (/ tu i) Haiotd Wigreii.
Houstim Public Sclwols: C. R. Coneway,
Humble Oil (( liaii iiuiii): Miny Lou King: and
Advertising Council Now Using
Automatic Sound Slidefilm Unit
■k The Advertising Council is now using a
new automatic sound slidefilm machine to ex-
hibit public service messages al conxentions in
many parts ol the country.
The automatic ecjuipmciu de\elopcil lor
the Council is a special project of the William
Wolfner Laboratories. It consists ot a Viewlcx
projector with a .Soiuidview type rapid change
actuated by a high Iretpiency note recorded
concurrently with the voice and music of the
production on tape. Twin tracks are used on
the tape, permitting continuous operation
with automatic reversal at each end. The reg-
ular 35mm single frame slidefilm is spliced
into a loop for continuous operation.
As an alternate method on some produc-
tions which may be recjuiretl to be prepared
rapidly, the atitomatic Idm change may be
actuated by pasting pieces of lin foil on the
back of the tape in the proper position for
changing each frame.
The Advertising Coinicil's new equipment
is installed in a Mills Sonovision rear projec-
tion box. Film messages on group prejudice,
savings bonds and nurse recruitment can be
placed in the apparatus and shipped out in a
specially built crate ready to be rolled on a
convention floor and started with no other
attention than merely pressing a button.
Advertising Council slidefilms are prepared
by Frederic House, Inc. •
Automatic Slidkfilm Unh- is shown by Wil-
liiini ]]'olfn<'i . ils designer-engineer.
Percy li. t'ollis, president, meet Dr. W. E.
Moreliiiid, Houston school superintendent.
This hiindsonie lerlijudte uhis presented.
.StiPERiNTb.NDENT MoRti.AND meets Willi One ol
the Film Council award winners ut the con-
elusion of the first year's campaign in this jiehl.
Houston Film Council Builds Civic Interest
by Harold F. Sprawls
•k Because of a long range plan set down by
the Executi\e connniltee of the Houston Film
Coinicil, businessmen in Houston are becom-
ing more antl more aware of audio-visual
interests in their city. Monthly mimeographed
newsletters, preplanned instructive programs
lo interest all groups of the membership, and
special projects are just a few of the de\ ices
that stimulate the growth of the Houston Film
Council, under the leadership of Percy R.
FoUis.
Most recent of the special projects was the
distribution by special arrangement of 1.50
Projectionist's Handbooks released by Busi-
ness .Screen. In fact, the books were an answer
to a prayer of the Hotiston Film Council's
C. R. Coneway, for he had been working with
a committee lo devise just such a handbook
to be distributed among the audio-visual clubs
in the local high schools.
After presentation of these books to W. E.
Moreland, superintendent of the Houston
Public Schools, they were placed in the school
libraries where the students coidd check them
out the same as any other library book. It was
then up to the student to learn the threading
diagrams, routine checks, and other material
needed to pass an audio-visual test.
Knowing that the students of today will be
the businessmen and teachers of tomorrow,
the Houston Film Cotnicil worked further to
stimulate student's interest in audio-visual
work by presenting a 11 x 13-inch Certificate
of Award to each student that passed the test.
The fact that the Houston Fifm Council had
a five-year supply of Certificates printed shows
their confidence in the program.
Twenty-five Qualify for Certificates
Although 150 students are enrolled in the
audio-visual clubs, only 25 have qualified to
receive their Certificate, and you can bet that
every one of them is a potential Film Cotnicil
member. Student attitudes toward these
Certificates might be best summed up by the
comment of one junior high school recipient
when he received his Award in the school
auditorium, and then said to his fellow club
members sitting in the aiulienie, "See, I told
you all you'd better study."
Oiuside the classroom, the young operators
are serving the commtniiiy by rtinning the
projectors for civic meetings and special affairs
such as the Texas Creative .Arts Festival. Dur-
ing this two day meeting, students kept a con-
linuous motion picture program on the screen
in the booth sponsored by the Houston Public
Library. The films that were shown dealt with
books and reading, and entertained one of the
largest crowds at the festival.
Mimeograph Newsletters .Sent Monthly
To keep the members and potential mem-
bers up-to-date on the activities of the Film
Council, mimeographed newsletters are dis-
tributed monthly to a mailing list about three
times the size of the actual membership. And
it is getting results. Each time another issue
of the newsletter goes out, at least one new
membership comes in.
If a member is unable to attend one of the
meetings, the newsletter carries him over the
gap. It keeps up his interest, and enables the
Film Council to work toward the future with
Houston's audio-\ isiial-minded business men,
industrial leaders, school officials, and church
xvorkers. •
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality guaranteed.
Complete studio and laboratory services.
Color printing and lacquer coating.
ESCAR
MOTION PICTORE SERVICE, INC.
7315 Carnegie Ave., Cleveland 3, Ohio
Phone: Endlcott 2707
40
USINESS SCREEN MAGAZINE
i
«*n i
Zenith Presents Phonevision" in New Film
* Zenith Radio Corporation's Phonevision
sv-iciu has been a subjeci of coniioversy for
M\cial vears in the inner circles of fihii and
ickvision magnates. Is it the entertainment
iiKilimn of the fuime? Is it a wacky idea
ilioiight ii|> a couple of \ears ago to counter
I A propaganda Zenith's comparatively late
iiurv into the television set market? No firm
iiiswer has vet been established, but Zenith
liav made its proposition to the industry firm
,ind clear in a new film introduced for the
lirst time at the 65th SemiAnnual Convention
111 ihc Sociciv of Motion Picture Engineers ai
I he Hotel Statler in New York last month.
Phonevision. as proposed by Zenith, is a
iii.irriage of the Hollywood film production
■ind the television broadcasting industries for
iheir mutual benefit. Proposed to preside over
the nuptials is the American Telephone &
Telegraph Co. and associated companies over
whose facilities the union would be constnii-
mated.
In essence, it would work like this: the T\'
broadcaster sends out a telecast of a new top-
quality Hollywood fealure. but the image is
distorted electronicalh enough to be unpleas-
ant to view; at the same time, the broadcaster
transmits by wire to the telephone company,
and its subscribers equipped with Phonevision
installations, another signal which clears up
the picture on the subscriber's set.
Zenith claims the installation is easily made,
inexpensive, cannot be "bootlegged", and in-
terferes in no way with regular telephone serv-
ice. When the subscriber wants to clear his
picture on a Phonevision telecast, he calls the
telephone company and requests the correct-
ing signal be sent him by wire. For this service
he pays about one dollar, (added to his phone
bill) which Zenith proposes should be split
25c to tfie phone company, 25c to the broad-
caster, and 50c to the film producer. Zenith
will license its system to all set manufacturers.
The film. Zenith Presents Phonevision, de-
scribes this procedure, and the reasons for
I'liunevision very clearly. Ii says that television
broadcasters need good films, and film pro-
ducers need audiences lo make up for their
losses caused by TV set owners staying away
from the theatres. It states that broadcasters
arc now spending S2 to S3 for every dollar ob-
tained in advertising revenue; that set owners
are going to the movies 25% less frequently
than before and that set owners are increasing
by leaps and bounds.
.At the same time, the film documents its
position that television viewers are not satis-
fied with present programs by the restdts of
a survev which shows that over 80"^^ of them
woidd pav to see first nni films in the home.
It compares the cost of a good Hollywood film
with the cost of a television program, point-
ing out that it will be impossible— even with
a very large audience— for an advertiser to
duplicate feature picture quality.
Zenith maintains that the television set
owner, as a consumer, is actually paying at the
"box office" for his sponsored entertainment
on the air; that every time he buys a sponsor's
product he is paving an extra charge for tele-
\ ision advertising whether he realizes it or
not. This contention is certainly highly de-
batable.
But whether Zenith's Phonevision is feasible
or not. it is an interesting idea, and the film
makes a good case for its adoption. .Audio
Productions produced the 25-miniue picture,
[t was presented at the SMPE convention by
John R. Howland of Zenith, who read a paper
prepared by Commander E. F. MacDonald,
u.. Zenith's president. Film Counselors worked
with Zenith on pre-production plans for the
picture.
Zenith Presents Phonevision is a film with
a highlv specialized purpose. .After the initial
•ihowing at S.MPE it will probablv be circu-
lated to small audiences in the broadcasting
and motion picture industries. Actually, if it
could be shown to about a half dozen men in
the key positions, and do a convincing job,
its mission would be accomplished. •
PRODUCER'S CLIENTS VIEW VIDEO PROGRAMS ON "DUPLICATOR"
♦ Clients of the
Pathescope Co. of
America. New York,
can examine films on
this specially constructed
"Television Projection
Huplicator." •
The device simulates
a tele set but houses a
continuous sound pro-
lector whose image is
-ct size. The illusion is
.tided by projecting the
nnage on a translucent
[losted acetate surface
• Trade Mark Rc».
Business Screen Bookshelf
THE
BLUE BOOK
of
AUDIO-VISUAL
EQUIPMENT
Standard Reference
Source of Audio -Visual
Projection Equipment
■* Every company or institution
owning audio - visual projection
equipment needs this authoritative
original Blue Book of every stand-
ard make and model of sound and
silent motion picture, slide and
slidefilm, opacjue and overhead
projectors. Gives original list prices,
model numbers, essential parts
data and descriptions.
Invaluable for appraisers, insur-
ance adjusters, plant or office in-
ventory valuations, field check-up.
Used by most audio-visual educa-
tion dealers to establish trade-in
valuations. Kept up to date with
retjulor bulletins. Plastic bound,
printed on heavy stock . . S4.50
The Audio -Visual
Projectionist's Handbook
* This colorful, graphic manual
shows how to put on good film pre-
sentations. Pages of helpful sugges-
tions, useful charts on equipment
maintenance, fikn care and two-col-
or threading diagrcmis for all stand-
ard sound motion picture projectors.
Completely illustrated, plastic
bound and fully authoritative.
Single copy . . • SI. 00
(Discounts on quantity orders}
Order today from
BUSINESS SCREEN
812 N. Dearborn St. Chicago 10, 111.
NUMBER 4 • VOLUME 10
41
Maxwell House TV Commercials
Merit Top-Quality Budget, Cast
if Some of the most ambitious
television commercials on the air
these days are a series of five pro-
duced by Sound Masters for Max-
well House Coffee (General Foods,
Benton S; Bowles agency) on the
Lamb's Gambol over NBCTV.
Working on the premise that
television will be de\eloping for
many years, during which a good,
timeless commercial can always
find a fresh audience. Maxwell
House dug down pretty deep in
the budget book to order full
scale film production quality at
News of the Television Screen
. . . he plays Teddy Roosevelt
Fox studios in New York where
all six were shot against top qual-
ity sets including big banquet
rooms and a hotel lobby, and with
A-1 actors and motion picture
technicians.
Lamb's Gambol is carried at
about $1 1, 000-$ 12,000, exclusive of
the commercials, by Maxwell
House, and probably the 100-sec-
ond commercials coidd almost pay
their way on a one-shot basis, con-
sidering that, for the sponsor,
they're not the least important
part of the show.
Sound Masters' five spots (some
others were made by Audio and
deRochemont) are all based on
the old Maxwell House, a land-
mark fifty years ago, in Nashville,
Tennessee. The present location
of the famous old hostelry is a
battered old building giving no
indication of its former glamorous
associations. But froiu accurate
drawings and photographs, a mod-
el was made which shows on the
screen as an exact duplication of
the original.
All the famous theatrical stars
and polilicos who came to Nash-
ville stayed at the Maxwell House.
Never unnoticed was the fine cof-
fee blended there originally by
Joel Cheek, a coffee salesman. Two
of the commercials are about the
old hotel and Cheek, who was also
one of the first to experiment with
and blend various types of coffee.
A bride and groom come to the
42
Maxwell House in another film
(for the hotel was also famous as
the Niagara Falls of the South).
They take away the well known
special coffee in quantity for their
own use.
Pat Rooney, played by Pat, Jr.,
does his famous clog, and endorses
the fabulous brew, as does Lily
Langtry, the "Jersey Lily" much
belo\ed by our grandfathers.
As a sidelight, LeRoy Gibson,
who directed the series, spent
much time researching the theat-
rical and costume sections of the
New York Public Library forming
an exact picture of Lily, and du-
plicating her at casting agencies
and costumers.
But the topper of them all is
one commercial showing President
"Teddy" Roosevelt driving down
a Nashville road in an old turn-
. . . she plays Lily Langtry
of-the-century car to visit Joel
Cheek. He drinks the tasty bev-
erage, pronounces "Bully!" and
originates the well known slogan,
"Good to the Last Drop." This is
said to be 100% authentic. We
don't know how General Foods
wangled the old Rough Rider in-
to their endorser's division, but
it's an effective promotion. •
National Committee on Films for Safety
for Its Special Award*
for the Human Relations
Series \^'hich We Had the
Pleasure of Producing for
The National Safety Council
*In recent years, "Safely Oscars"
ha\e gone to such other Sarra films as
" 1 ,5 Minutes To Go," "Mary Jones Goes
to Court," "You and Yours," "Home
Safe Home" and "Traffic Jam Ahead."
NEW YORK • CHICAGO ■ HOLITWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
American Television Society Elects
Board and Officers for New Year
♦ The annual election of the
American Television Society last
month elevated David Hale Hal-
pern, vice-president of Owen and
Chappell, Inc., advertising agen-
cy, to the ATS presidency. He suc-
ceeds Charles J. Durban, U. S.
Rubber Company.
Other officers chosen by the
Society were; Donald E. Hynd-
man, Eastman Kodak C;o., vice-
president; Reynold R. Kraft, Na-
tional Broadcasting Co., secretary;
and Archibald U. Braunfeld,
Braunfeld and Simons, treasurer.
The seven new men elected to
the board of directors arc: Charles
J. Durban, U. S. Rubber Co.;
George Shupert, Paramount Pic-
tures, Inc.; Ralph Austrian, Ralph
.\ustrian. Inc., TV Consultants;
Maurice Stricby, .AT&T; Edgar P.
David H.vll Halpi;rn
. . . elected president of the ATS
James, Director of Television,
Mutual Bioadcasting System; Hal-
sey V. Barrett. Dumont Televi-
sion Network; and Jerry A. Dan-
zig, Columbia Broadcasting Sys-
tem.
DuMont Network Signs Notre Dame
for Exclusive Football Telecasts
♦ When the leaves begin to lall
this year, TV viewers will see the
Irish of Notre Dame on television
exclusively over Dumont network.
It is expected that a minimum
of sixteen stations will telecast the
five games and about 12 to 15
other stations will have the games
on film recordings the next day.
The opponents of the Irish lor
the scheduled games are: Indiana.
Tulane, North Carolina, Iowa,
and Southern California.
Dumont is now working to fill
in the open dates with other grid
battles to make a total of ten coli-
tis is lor the season.
BUSINESS SCREEN MAGAZINE
'iMi
National Audio-Visual (onvenlion Exhibilors
COMTINUED -ROV PAGE THlRTv.NINE OF THIS CURRENT ISSUE)
Columbia Records, Inc. Booth 69
1473 Barnum Avenue, Bridgeport 8, Conn.
E'- c ' 'j: Columbia records, players and accessories
;"arge: Joe Lucas
Compco Corporation Booth 5
2251 West St. Paul Ave., Chicago 47, Illinois
•- " 0 ring: Reels and cans, fibre shipping cases, slide making accessories
and materials.
-3^g-r c' e■^^ibi^: Hal Flic^ier
Coronet Instructional Films Booth 62
65 E. South Water St., Chicago I, Illinois
E>^cl->g; Coronet Instructional Films
-3'ge c- e't-loi'; Ei swc^+h Dent
Da-Lite Screen Company Booths 21-22
271 I N. Pulaski Rd., Chicago 39, Illinois
E ' citing: Da-Lite projection screens and accessories
' :-arge of exhibit: O. N. Wilton and G. C. Heck
De Vry Corporation Booth 89
III! Armitage Ave.. Chicago 14, Illinois
r- citing: 16mm motion picture projection equipment
- ri^arge of exhibit: C. R. Crakes
Educational Screen Booth 26
64 E. Lake St., Chicago I, Illinois
citing: Educational Screen magazine
:-arge cf exhibit; P. A. Phillippi
Eicor, Inc. Booth 53
1501 W. Congress St., Chicago, Illinois
E - c "rg: Tape recorders
r zna-qe ;■• e'r'c'': ■■'•-. VV. Be'*e
Encyclopaedia Britannica Films Booth 16
1150 Wilmette Ave., Wilmette, Illinois
E'^ oi-irg: Films and filmstrips
- marge of exhibit: Mrs. Margot Hughes
Family Films, Inc. Booth 25
6047 Hollywood Blvd., Hollyv/ood 28, California
Film Publishers, Inc. Booth 35
25 Broad St., New York 4, N. Y.
J - c a: Filmstrips
' :'= ::e of exhibit: Sherman Price
Film World Booth 2
6047 Hollywood Blvd., Hollywood. Calif.
E- c-'c: Film World publications
■" marge: C. J. Ver Halen, Jr.
Forway Corporation Booth 41
245 West 55th St., New York 19, New York
ci"iclting: Forway 16mm sound projector plus 3 continuous models
In charge of exhibit: Michael Freedman
(THIS LIST OF EXHIBITORS CONTINUES ON PAGE FORTY-FIVE)
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NUMBER 4
VOLUME 10
19 4 9
43
Business Screen
tmm
Paul A. Wagner Elected President
of Rollins College, Winter Park, Fla.
♦ The \isual industry has pro-
\ided a president for one of the
nation's colleges. The Board ol
Trustees of Rollins College, Win-
ter Park, Fla., has announced the
election of Paul .\. Wagner to the
office of president. Wagner, 31-
\ear old executive of the Bell K.-
Howell Company, succeeds retir-
ing Dr. Hamilton Holt, 7(3. who
for a cjuarter of a century headed
Rollins College.
Mr. Wagner has kept in close
contact with educators and is
widely known in the field of audio-
visual education. During his
school career he was honored with
scholarships to University of Chi-
cago and later, after serving on
the University faculty, he won the
Carnegie Fellowship to Yale. He
then did research work at Har-
vard.
Dining the war Wagner became
Educational .Advisor of the Na\al
War College and was instrinuen-
tal in the prodiidion of training
aids.
.Accepting the presidency of Rol-
lins College, Wagner said, "i\!\
business experience has taiighi me
one important factor which 1 hope
to bring to Rollins College. Ihe
day of the one-man industry. Inisi
ness or educational institution is
a thing of the past. Intimate team
work and coordination :;:e i' v
keys to a successful operation ol
any organization. I am looking
lorward to close cooperation wilh
Rollins' splendid faculty. "
Paarmann Named Sales Head
of DeVry 35mnn Equipment Division
♦ The DeVry Corporation, Chi-
cago, has a|jpointed M. W. Paar-
mann sales manager of the 35mm
theatre equipment division. A
veteran of over twenty years serv-
ice with DeVry, Paarmann recent-
ly held the post of sales and serv-
ile manager of the Uimm division.
James A. Findley to Manage Sales
for McHenry Films, Chicago Firm
♦ .Mr. |a.\u.s.-\. FiNULLV. lormerly
Chicago manager of Henninc and
Cheadle, Inc., has been appointed
manager of sales for McHenrv
Films, Inc. in the distribution of
visual equipment and specialh
prepared promotional and train
ing film programs.
est OUR READER SERVICE BUREAU
FOR AUDIO - \ISU \L INFOR.MATION
44
NEW VICTOR MANAGER
Eugene E. Birrs
Acting Geiirral Maiiiigcr
Victor Animatograph Treasurer Is
Named Acting General Manager
♦ .Samuel G. Rose, president of
Victor Animatograph Corpora-
iioN. announces the promotion ol
treasurer Eugene E. Burks to the
position of acting general man-
ager. Mr. Rose, who has been
with the Victor Animatograph
Corporation for nearly forty years,
has been contemplating relin-
quishing some of his active man-
agerial duties for some time.
Mr. linrks, who has been with
Victor for eleven years, has been
a prime mover in the development
and expansion of 16inm business.
He has also been instrumental in
formulating company policy and
planning production and engi-
neering operations.
t\n9
supetV^
and sp»en<»'°
i„ the manufacture of^^
fine nylons. . . prd^uced'for
Mary Grey Hosiery Mills,
Bristol, Virginia
CAicJuUU, Ji). IjjIjUqmJ
COMPANY
WALTON BLDG. — ATLANTA 3, GEORGIA
MOTION PICTURES — 35 MM - 16 MM ,
FILMS FOR TELEVISION
\\\ Rl A kl AH
Official Films Names Berta Klaif
as Education and Music Director
♦ Okhcial Fil.ms, Inc. has ap
pointed Berta Klaif as diietioi
of the newly organized Education
and Mtisic division. In this posj
tion Miss Klaif will work on |nii
gramming, film presentations, ami
the creation of study guides lor
schools, clubs, etc.
.She will be a speaker at educa-
tors' conferences on audio-visual
aids in education this summer and
then in the fall she will appear as
commentator on a new television
series.
Ideal Pictures Corporation Elects
Officers — Announces New Policies
♦ liitAi. I'lcruRKs Corporation,
newly acquired subsidiary of Es-
c.;uiRE, Inc., recently announced
I he election of new officers. The
president of Ideal is K. L. Blinder,
who is also vice-president and cir-
culation director of Esquire; vice-
|)resident, Ellsworth C. Dent,
director of distribution of Coronet
Films; and another vice president
is Paul Focht, who was wilh Ideal
previously; treasurer, Lester
Petchaft; and secretary Don
Moi.LKR. Mr. Foght will tontinue
in direct charge of Ideal's opera-
tions as its general manager.
Besides election of officers. Ideal
decided on new policies. They
plan to expand the services to all
types of film users, including those
interested in entertainment, edu-
cation and religious films. The
eighteen branch libraries will offer
a complete rental service to home,
(lunch, industrial and organiza-
tional dim markets.
Ideal Franchise to John Gunstream
♦ Ideal Pictures C^orporation
announces that they have award-
etl the franchise to operate Ideal's
Dallas branch film library to John
Gunstream of Audio-Video. Mr.
Gtmstream has for several years -'
been associated with Esquire, Inc.,
as the Texas distributor for Cor-
onet films.
BUSINESS SCREEN MAGAZINE
Booths 22-23-24
Booth 1
National Audio-Visual (onvenlion Exhibitors
, CONTINUED FrCM PAGE FOPT> -THREE OF THIS CURRENT ISSUE)
Golde Manufacturing Company Booth 29
1214 West Madison Street, Chicago 7, Illinois
Exhibiting: Filnnstrip and slide projectors, spotlights, music stands, slide
binders
In charge of exhibit: Mr. H. B. Engel
Hawley-Lord, Inc. and Sterling Films, Inc. Booth 27
60 W. 56th St., New York, N. Y.
Exhibiting; Recent color and b&w sound motion pictures
In charge of exhibit: Andre Lord
Henning and Cheadle, Inc. Booths 45-46
539 Book Tower, Detroit 26, Michigan
Exhibiting: Visual Cast, Opacast, Automatic sound slide projector. Visual
Cast programs
In charge of exhibit: George R. Cheadle
Informative Classroom Picture Publishers Booth 65
40 Ionia Avenue, N.W., Grand Rapids 2, Michigan
Exhibiting: Informative Classroom Picture Publishers filmstrips and pictures
In charge of exhibit: Raymond E. Fideler
International Film Bureau, Inc.
6 N. Michigan Ave., Chicago 2, Illinois
Exhibiting: Films and literature
In charge of exhibit: Margery Weiss
International Film Foundation, Inc.
1600 Broadway, New York 19, New York
EiFibiting: Literature on current subjects
Ir- charge of exhibit: R. E. Blackwell
Kolograph Corporation
59 East Madison St., Chicago 2, Illinois
E.nibiting: Kolograph 16mm sound projector
h :harge of exhibit: Dr. Newton K. Wesley
La Belle industries
Oconomowoc, Wisconsin
Exhibiting: La Belle automatic slide projector. Model 301
In charge of exhibit: Charles De Mint
Magnetic Corporation of America
756 Milwaukee Ave., Chicago 22, Illinois
Exhibiting: DIctascrlber Wire Recording Equipment
In charge of exhibit: R. K. Buchanan
Carl F. Mahnke Productions
215 East Third St., Des Moines 9. Iowa
Exhibiting: 16mm sound films — flat pictures for opaque projectors — fill
strips
In charge of exhibit: Carl F. Mahnke
The Morton Company
86 South Sixth Ave., Minneapolis 2, Minn,
r - olting: Morton Sound Camera
- charge of e'hiolt: R'cnard E. Nelson
Movie-Mite Corporation
I 105 Truman Rd., Kansas City 6, Missouri
Eihibitlng: Movie Mite Projector "Emcee'
In charge of exhibit: W, 8. Bennett
Natco, Inc.
4401 W. North Ave., Chicago 39, III.
Exhibiting: Natco auditorium and road show projectors
In charge of exhibit: R. H. Yan'^ie
Neumade Products Corporation Booth 38
427 West 42nd St., New York 18, N. Y.
Exhibiting: Rewind and splicer equipment, hand and electric; projection and
work tables; film filing and storage cabinets and racks
In charge of exhibit: Lee E. Jones
Operadio Manufacturing Company Booth 59
St. Charles, Illinois
E"lbitlng: Explalnette sound slidefllm projector
Ir, charge of exhibit: Robert L. Shoemaker
Perfection Sample Case Company Booth 10
322 West Van Buren St., Chicago 7, Illinois
Exhibiting: 16mm film shipping cases — the "Filmco" line
In charge of exhibit: E. D. Opotowsky
(THIS LIST OF EXHIBITORS CONTINUES ON PAGE FIFTY-TWO)
Booth 48
Booth 44
Booth 70
Booth 4
Booth 47
Booth 3
Audio-Slide, Dual Turntable
Booths 30-31
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or black and
white ... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
try Hollywood's only complete
LABORATORY SERVICE
... 16 mm. 35 mm.
There are main- good reasons why most
leading producers" send their work to
Consolidated.
Among these are ConsoHdated's modem
processing equipment, cutting rooms,
projection rooms, vault storage and big
machine shop where expert machinists
are constantly de\eloping and maintain-
ing precision cine equipment. Consoli-
dated laboratory technicians are the finest
professionals in the business. Why not
tr>' Consolidated?
"iVnmes on request
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporation
959 Seward Street. HolK-wood, California
Telephone - H011™ood 9-1441
NEW vobk: 1T90 Broadw.iy, New York 19, X.Y.
Tor Better A+tentiori;
seat them comfortably in
AMERICAN ALL-PURPOSE FOLDING CHAIRS
American Folding Chairs provide the
ideal seatin* for employee meetings,
film exhibitions, cafeterias and din-
ing rooms.These attractive. econom-
ical chairs are shaped for comfort.
Built strong and sturdy to give
YOU years of service, they are also
safe— can't tip over in use. No
snagging or pinching hazards. Fold
quicklv, quietly. Light and com-
pact, easy to carry and store.
To make sure vou get top value in
folding chairs and ail types of pub-
lic seating, insist on products of the
American Seating Company. W rite
us today about your needs. Dept. A.
American Folding Chair No. 44
Five-ply urea-reein-bonded hard*«ood *ejt.
durably lacquer^rd. Triangular, reinforced tubu-
lar steel frame: solid-eteel cross braces. Dipped
baked-enamel tinish. Replaceable rubber feet,
American Folding Choir No. 43
has same line construction
features, but v%ith formed
steel seat. jVo. 47. also
available, has seat and back
upholstered ttilh high-
grade brown imitation
leather.
vfmeucait S'eatinff G^mpafi^
WORLD'S LEADER IN PUBLIC SEATING
focturefi of Theotre, Audlrorium, School, Cho'ch, Transpr-
Stodrum Seotmg, ond Folding Chalf;
NUMBER 4 • VOLUME 10 • 1949
45
Men who make
ROBFRT \V''lLM01
Pathescope Names Robert Wllmot
to Staff as a Film Director
♦ Pathescope Company of
America has announced the ap-
pointment of Robert Wilmot to
their staff as a director. Mr. Wil-
mot, who has been in the fihii in-
dustry for ahnost 25 )ears, wrote
and directed Pete Smith shorts for
MGiM. He did the adaptation of
the original film story, Address
Unknown.
Lawrence Madison . . . (enter
MPO Completes Films for Nash
♦ Following the successful com-
pletion of Fishing in Alaska,
sports subject for Nash, MPO
Productions are rumored to be
in work on another subject for
this client.
Organizes Industrial Film Service
to Assist Users in Oklahoma Area
♦ BilSSIe S. Bennett has recently
organized the Industrial Film
Service, 512 National Bank of
Commerce Bldg., Tulsa, Oklaho-
ma, to assist her clients with their
motion picture problems. Serv-
ices include planning, writing,
filming, and editing of motion
pictures for industry.
€m^
Sarra Provides for Client Research
♦ The addition of Dr. J. I.. Ro-
sen.stein, noted sales and indus-
trial psychologist, to its staff has
been annoimccd by Sarra, Inc. A
new and scientific method of
gauging the use and effectiveness
of films for sales and training is
thus available to Sarra film cli-
ents. The new service, called "Fol-
low-Through," will be available
at no additional cost.
Under guidance of Dr. Rosen-
stein, author of "Scientific Selec-
tion of Salesmen" and leading
business psychologist, pre-film
testing and research and post-film
utilization will be planned and
carried out.
The new service is aimed at
Dr. J. L. Rosenstein
Iie'll lest and reseanh films
?m//^/
'7
?m///r/
'V
PATHESCOPE PRODUCTIONS
580 FIFTH AVENUE, NEW YORK 19, N. Y.
PIAZA 7-5200
making certain that a sales or
training message built into a
slidefilm or motion picture is used
by a client's sales force or other
staff daily on their jobs. Slogan is:
"Get your film message used!"
The service was announced bv
Joseph G. Betzer, director of film
planning; Harry \V. Lance, pro-
<luction manager, and Ted Cro-
iut, film sales manager.
Stressing that a film is a "con-
vincing, easily-grasped method of
putting across a sales or training
message," they declared that "a
film is valuable only if your peo-
ple take out of it what has been
put into it— if they make assured,
daily use of that message in their
jobs.
"We believe a film producer
has a responsibility that extends
be)ond words, pictures, sounds
and celluloid."
The service offered under Dr.
Rosenstein's direction will con-
sist of applying all modern scien-
tific testing methods to film prob-
lems: Controlled groups vs. non-
controlled groups, tests, checks
and analysis.
Dr. Rosenstein is a faculty
member of the School of Com-
merce of Loyola University, Chi-
cago, and president of the Career
Planning Council of America. A
nationally - known speaker, he
talks to approximately 10,000 ex-
ecutives and key personnel in 50
speaking dates from coast to coast
each year.
.An authority on hinuan rela-
tions, he also authored the book,
"Psychology of Hiunan Relations
for Executives' and guided the
content of the current best-selling
film series, "Human Factors in
Safety" produced by Sarra Inc.
lor the National Safety Council.
Nichols Resigns From RKO Pathe
♦ I'hu.lips Broors Nichols, man-
ager of RKO Pathe's commercial
film and television department,
has announced his resignation
from the company, effective June
10. The department was organ-
ized under his direction in Janu-
ary 1946.
For seventeen years before the
war Mr. Nichols maintained offi-
ces under his name in the practice
of architecture. After serving two
\ears with the War Production
Board, and prior to his connec
tion with RKO Pathe, he was sales ,
manager for the Norman Bel
Geddes industrial design organi
zation.
46
USINESS SCREEN MAGAZINE
\mw m©m€,^
Til,- Mndri \l( Ih hiicimiilH-
American Optical Company Shows
Spencer Model MC Dellneascope
♦ III! AmKKKAN Ol'lUM, toM-
I'ANi has aiiiioiinccil a new SptN-
CKR MC DtLI.NEASCOPE pi OJCCtOl
desisjiicd to handle 2"x2
slides
film snips, or a combination ol
both. The Model MC permits the
operator to switch instantly Irom
one mediinn to another.
The ijrojcctor is intended pri-
marily lor the educational and
training field. .\ wide range of
projection conditions are attained
through the use of three objec-
ti\es in the following local lengths
and "f" values: b" f, 3.75, Si/q"
f/3.5 and 7" f / 3.65. .\11 objectixes
are achroinatically and astigmat-
icallv balanced, of the latest and
most athanccd design, and are
".\niericoted" to improve screen
brilliance and color contrast.
The light source is a 300-watt
btilb cooled bv a cpiiet, induction
fan motor which directs streams
of air around the bulb, condenser
elements, heat absorbing glass,
and both sides of the slide or
slidefilm. The -MC Delineascope
is one of the first single and dou-
ble-frame slidefilm projectors in
which the film is guided bv slide-
wavs. The remo\able slidefilm
holder is loaded by inserting the
film into the slot provided and by
turning a dual advance knob.
.American 0|)tical states that the
film surface will not be marred.
Other lealures include a con-
venient framing lever which cen-
ters the picture on the screen; a
SCO degree lotalable Iront whiih
enables slidefihii images to be ro
tated to an\ desired posilion: and
a hinged mask wliich mo\es aside
with a Hick ol the finger lo change
from single to double frame. In
addition, the silent .Vuuitocus
slide carrier automatically centers
all slides— glass, tard board or met-
al—in the hKal plane. No refocus-
ing is necessary after the initial
adjustment.
AUDIO-VISUAL EOUIPMENT FOR BUSINESS & INDUSTRY
Carlson Company Lowers Prices
on DePue Printing Equipment
♦ 1 Ik Oscar I-. (,ai<im)\ tiiM
I'A.Nv. Chicago, manulactuiets of
the Clarlson Craft "nel'iie" Film
I'liniing etiuipnient has recently
announcetl a sidjstantial price ic-
diiclion on their Optical Picture
and Sound Track Reduction Prin-
ter, Continuous and Microfilm
Printers. The officials of the com-
pany stated that this price reduc-
tion was made possible because
ol improved engineering design.
Improved Roger Camera Timer
Announced by Rolab Laboratories
♦ HtNK^ R(j(.FR .[Miiounces that
a new and impro\etl model Roger
Camera Timer has been marketed
bv the Rolab Laboratories. The
camera tinier is exceptionally use-
ful for time-lapse cinematography
and animation. The Rolab Lab-
oratories are located in Sandy
Hook. Ojnn.
300-Watt Blower-Cooled Slide
Projector Is Announced by GoldE
♦ .\ new 2 14 "x2 1,4" slide projec-
tor has been announced by
GoldE Mfg. Co., of Chicago.
This 300-watt blower cooled pro-
jector is built right into the alu-
minum cast case. The optical en-
gineering of the projector, called
the Reflex, is built around the
triple condensers, which fit into
machine guides with a heat ab-
sorbing glass that elTecti\ely pre-
vents anv heat from reaching the
slide. lndi\idual spring fingers
hold the condensers and heat fil-
ter which are easily ienio\able lor
cleaning and service.
1 he ReHex. complete with
lamp and case sells for S74.75.
Further information and litera-
ture ma\ be obtained from GoldE
Manufacturing Co., 1220 West
.Mailivin St.. Chicago 7, 111.
GoinEs New Reflex slide prn-
jeiliir in I'/.s st'lj-royitained case.
New Superior Electric Powerstat
Dimmer Provides Light Control
♦ For \our pre\iew iheaire or
conference room where conirolletl
light elfects are inslalled. see the
new Powerstat dimmer, manufac-
tured bv the Superior Electric
Companv of Bristol, Connedicut.
ft has a rated cajjacily of 0 Uj 850
watts and operates from a 115
volt, 50 or 60 cycle, single phase
source.
Built as a continuously-adjust-
able autotransformer to give step-
less dimming, brightening or
blending ol lighls, the compact
unit— 7"x8i/,"— can be mounted in
existing switchboards or lighting
control panels easih and <|uitkh.
Viewlex projector icilli blower
Viewlex Adds New Cooling Unit
♦ \'iEWLEX, Inc. has introduced a
new cooling unit for use with
Viewlex .\P"^2, .\P 2C, .\P-3, .\P-5
and AP-6 projectors which allows
"'cool-to-touch" operation after
man\ hours of use tinder all con-
ditions. The KooLiiE ec|ui|)ped
projector will ne%cr exceed 28
degrees abo\e room temperature.
The cooling unit consists ol a
base containing a motor operated
fan with oilite (no oiling neces-
sary) bearings, which fits under-
neath the projector. The projector
lamp plugs into the cooling sys-
tem base so that the lamp can
onlv be lighted when the cooler
fan is in operation.
The new V'ie^vlexes with Kool-
ile are fitted with 300 watt lamps
and aspheric condensers, said to
be the ecpuNalent of 600 watts
through an ordinary condenser.
\iewlex Koolite units inav be
easily installed with lour locking
screws on current projectors. New
\iewlex models .\P-22C, .\P-33.
-\P-55 and .\P-66 are et)uipped
with the cooling units. The list
price of the Koolite al all \isual
ec|uipment dealers is Sn).75.
Camera Mart Exclusive Distributor
of Hallen Recorder and Colortran
♦ 1 HE Ca.mera Make, Inc.oI .New
\<nk announces exclusive distri-
bution rights to the Hallen Re-
txiRDER and the Colortran liglit-
ing equipment. The Hallen re-
cords on oxide-coated 17i/^ mm
magnetic film in perfect synchro-
niitation with standard 16 mm or
35 mm cameras.
Colortran eciuipmem is the an-
swer to producers' needs for light-
weight, portable lights providing
appioximateh 16,000 watts on a
-10 amp fuse. Camera Man also
manufactures the portable C;.\M-
ART .Mike Boom which fits in il'.e
back of a car when folded, ft
features a 13 foot boom arm, han-
dle lor rotating mike, and is
completely reinlorced. The Mike
Boom should be ideal lor siudio
or location.
SaveKote Division Improves Film
Protection Processing Services
♦ From the Sa\e-Kote Division of
.American Film Reoistrv comes
the announcement that due to
technical advancements films may
be doubly protected by apphing
.Save-Kote to both sides of S. 16.
and 35min films. This will give
the film two slippery smooth sur-
faces, permitting the film to slide
through the aperture witlioul dif-
(icultN. Bv coating the base side
it will help the films keep llexiiile
to assure easy projeciion.
Another of the developments
announced b\ Robert Rehfield,
director, is the "tell tale" indica-
tor. This is a color stripe running
the full length of the film, giving
a visible warning when it is neces-
sary to renew the film protection
process.
OVtR 10.0011 INUCSTRlVL COMPANIES
NOW USE BISINESS SCREtN SERVICE
NUMBER 4
VOLUME 10
47
Ill The ONE-STOP STORE for |||
Film Production Equipment
since 1926 S.O.S. has supplied leading
film producers with Studio, Cutting Room
and Lob equipment. IN STOCK — Cameras,
Lenses, Booms, Blimps, Dollies, Moviolas,
Recorders, Printers, T. V. Background Pro-
jectors, Processors, etc.-UNDER ONE ROOF.
SPECIAL VALUES for THIS MONTH!
2000W Fresnel spots wilh heavy yoke . . $ 57 50
Neumade 16 '35MM automatic film cleaner 194 50
B & H automatic 16/35MM hot splicer 795 00
35MM Cinephone Recordei- 495,00
B & H Eyemo Q with lens 895 00
M H Viewfinders (plus tax) 135 00
New Auricon Pro Silent Camera 644 50
Bardwell Quadlites on stands 29.50
New Auricon 16MM Recorders 664 50
New Micro 16MM Sound Readers 147.50
Arri 16MIVI Step Printer 97 50
free for the asking.'
CATALOG "STURELAB"
— listing over a thousond
"BEST BUYS" in new and
rebuilt Film Production
Equipment. All fully
guaranteed. The larg-
est catalog of its kind
in the industry — 84
pages of special buys —
it will save you many
dollars.
At S.O.S. you are always assured of Top Quality
Loweu Passihle Prices—a combination that canno
mi
S. 0. S. CINEMA SUPPLY CORP.
Dept, H, 602 West 52nd St., New York 19
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
for price and quality
COMPCO
precision niannfactnred
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
■See Your Visual Education Supply Dealer
or Write to Manufacturer for Informatioyi.
BETTER LETTER CAMPAIGN
(CONTINUED FROM PAGE TWENTV-SIX)
letters to customers. In cartoon style, it high-
lights common faults in letter writing.
The next six sound slidelilms are the series.
I'lailfy's Letter Cliinc, which is distributed by
the Dartnell Corporation. In these films, Cy
Frailey, author, lecturer and letter writing
consultant, presents the principles of writing
warm, friendly, concise business letters.
The first slidefilm in the Frailey series is
Rdax-Be Natural— Just Talk. In it, Frailey
discusses the mental barriers that make letter
writing difficult. Prudential instructors apply
the lessons in the film to the insurance busi-
ness by showing actual letters written by com-
pany executives, which illustrate the points
made in the filnr. This method is used with
all the Dartnell slidefilms.
Films Serve Varied Objective<i
Shave Off tlie Whiskers wages war on formal,
stilted, hackneyed words and phrases. The
third film, Don't Be a Goozler, deflates the
executive who considers it impressive to be
fiowery and pompous in his writing. In Think
Before You Write, Frailey presents a five-step
plan lor writing effective letters. The Star,
the Chain and the Hook is actually a formula
designed to get the reader's attention and
stimulate him to take the action the writer
desires. In the last film of the series, Things
the Masters Know, Frailey sums up briefly all
the principles of writing effective business
letters that are presented in the other films.
Letter Course is Given to 5,300
The Prudential letter writing course has al-
readv been given to the 5.300 persons who
make up the company's home and field cor-
respondence corps. Last autumn training cen-
ters were established in 37 cities in 25 states
and three provinces of Canada. Field office
personnel— 3,000 strong— from 44 states, the
District of Columbia and six provinces of
Canada then took the course from six instruc-
tors, who tra\eled around the circuit of train-
ing centers. The results of this program were
so gratifying that all new Prudential employ-
ees are now given the course before being
placed on letter writing assignmeqts.
Mr. Hedden strongly believes that Pruden-
lial's slidefilm campaign for more effective
letter writing will pay substantial dividends
to the company in the form of improved pub-
lic and internal relations, as well as in better,
more profitable service for policy holders.
FILM PROTECTION
The only fi/m profecf/on thot pro-
•^ides a slippery-smooth surface
for easier trouble free projection
Gives Your Films
Extra Mileage
^ Guards against
scrotches, wear and
climatic changes.
^ Keeps films flexible
— reduces breakage
* Protects the sound
track
Save-Kote is a scientific process that
covers any 16mm. or 35mm. film with
a tough, impervious coating that pro-
tects and preserves your film against
dirt, dust, scratches, fingerprints, abra-
sives, excess heat, extreme cold, oil, or
high humidity. Save-Kote contains no
injurious chemicals and cannot affect
the film in any way. Can be applied to
any film — new or used — color or black
and white.
Save-Kote is inexpensive! $1.25 per
400 ft. reel. Special quantity discount
on large orders. Minimum order $2.50.
SAVE-KOTE YOUR FILMS TODAY!
Send orders direct to
AMERICAN FILM REGISTRY
Save-Kote Division
28 East Jackson Blvd. Chicago 4, Illinois
Film and Record
Carrying Cases
Being the largest manufacturer of these cases in
the industry, we are organized to give you v/hot
you want in size, design, color and special ar-
rangements.
We meet your deadlines. Ask any Detroit agency.
WRITS for our Standard Price List
PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
(
48
BUSINESS SCREEN MAGAZINE
Picturephone
MODEL M
The one machine that has all the fea-
tures necessary for over-the-desk sell-
ing.
It has its own screen, its own record
compartment, and it needs no shipping
container or zipper bag.
It gives you the largest picture in a
given space.
Twenty-five advantages over old-style
equipment.
You can't be up to date without the
Picturephone.
Ask us now
0. J. McClure Talking Pictures
III5'2 WEST WASHINGTON BOULEVARD
CHICAGO 7, ILLINOIS
Telephone Canal 6-4914
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
if Ciompletely self contained. PM Speaker, \olume
control, off on switch, etc., all inside compact
63/e" H X 6" \V X 6" deep case. Weight 7 lb.
* 3W audio power.
* Operates on 1 17V 60 cycles A.C.
it No Fly \VheeI— instant start and stop, with no
damage to film.
* Price $lS.->.00 net F. O. B. Chicago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16,
G. E.S "BY THEIR WORKS"
(CONTINUED FROM I'.'^CE TWENT V-F IVE)
coni|)an\ iruh o|)eratcs ai the pleasure of tlie
people.
Raphael (.',. Wolff .Studios prothited liy
Their Uoiks for the GE (leneral Office adver-
tising di\ision. GE coninierciaf operations are
divided into a general office and nine seiiii-
autononious departments, [jlus associated com-
panies. Each department contains an adver-
tising division, nianv of which have a motion
picture section. Departmental film activities
are concerned solely with the public education
and advertising of specific GE products— such
as in the Lamp Department's fine new film.
The Light in Your Life.
GE's General Office, w-ith headquarters in
Schenectady, is concerned with overall opera-
tions of the company. The motion picture sec-
tion of the advertising division supervises pro-
duction of all non-product promotion films.
It also controls the 3,000 print General Electric
Motion Picture Library, into which films of
all departments aie placed.
Through an unusual arrangement, mechan-
ical handling of GE films is conducted by the
twelve branch offices of the .\pparatus Depart-
ment, which receives financial credits for each
booking.
General Electric's main film problem is in
supplying the demand for its pictures. Most
subjects, despite the large number of prints
maintained, are now booked solid well into
1950. In addition, many prints are on long-
term loan to state school system film libraries.
By Their ]Vorks is designed for both public
and intra-company showings. It is in Koda-
chrome. 45 minutes in running lime. Ray
Wolff's crews traveled to practicallv all GE
plants over a period of nine months to record
their activities. 12,000 feet of out takes were
exposed. In addition to music recorded on
location b\ GE singing groups, a special score
was written for the film.
The only fault of By Their Works is that
perhaps the job it is meant to do is too much
for one film. Documenting the General Elec-
tric Companv thoroughly would take millions
of feet of film more than is possible here. This
picture can only brush the surface gently, leav-
ing a confounding impression of having trav-
eled too fast, left too many good things too
soon. Withal, anyone seeing it should be over-
awed by the magnitude of the company's op-
erations and impressed b\ the sincerity of
GE management. •
The General Eleclru employee chorus
A Sales Training
Program?
Or should you be?
Fen Doscher named it the number one
business problem of sales executives
today.
An accepted, prime tool of sales
training is tiie sound slide film,
properly backed up with Meeting
Guides and other integrating
material.
We make them for:
Lily-Tulip Cup Corporation
Johns-Manviile Corp.
Sini^er Sewing Machine Co.
E. R. Squibb & Sons
The New Haven R. R.
Empire Crafts Corp.
Robert Reis & Co.
Gregg Publishing Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
Write or phone: COlumbus 5-7621
245 West 55 th Street
New York 19, N. Y.
j4
THE MART MESSAGE
For perfect synchronization
Hallen Recorder
Vou must see and hear this oustanding
magnetic tape recorder to appreciate
its high qiutlity performance and low
production cost. Eastern distributors.
New and Sensational
Colortran lights
Portable high intensity low amperage
color corrected, appiox. 16.000 watts
on -10 amp fuse. Three different kits
to meet your needs. Eastern distributors.
Cameras, generators, portable mike
booms for studio and location filming.
Projectors, editing and lab equipment.
BLIMPS • TRIPODS • DOLLIES
SPECI.\L EFFECTS IMTS • DOLLIES
The Mart Message is ready now.
.\re vou on our mailing list?
»:»>>>>3!gCCCCCCCC
THE
CAMERA
• MART INC.
70 WEST
4S»h ST.
NEW YORK
19, N. Y.
CABLE ADDRESS-
-CAMERAMART
WORLD-WIDE SERVICE
NUMBER 4
VOLUME
49
EASTERN STATES
• CONNECTICUT •
\iidio-Visiial Corp., 53 Allyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 2-14 High St., Hartford 6.
Pix Film Service, .S4 E. Puinam
y\vc., Greenwich.
Eastern Film Libraries, 1 18 Grand
Street, Walcrljury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Rids., Washing
Ion 0.
Panl L. Brand & Son, 21.5,S K Si..
VV^ishinglon 7.
The Film Center, Ol."") 12ih St.
N.W., Washington.
The \Valcotl-Taylor Company.
Inc., ,501 Mills Bldg., Washing-
ton, (), n. C.
. MAINE •
D. K. Hamniett, Inc., r>20 Congress
St.. Portland ,S.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Gro\'e, P.altinioie Ifi.
Kiinz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 1 16 Newbury
St., Boston If).
Ideal Pictures, 40 Melrose St.. Bos-
ton l(i.
Jarrell-Ash Company, 165 New-
bury St., Boston 16.
.South End Film Library, 56 Val
loni.i Ter., Fall River.
Gilbert & Kelly, Inc., 134 Mid-
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchester.
• NEW JERSEY •
Vitascope, Film Distributors, 155
Washington St., Newark 2,
Phone Mitchell 3-7880.
Slidecraft Co., South Orange, N. J.
. NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42 20 Kis
sena Blvd., Flushing.
Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau) 35 West 45th Street, New
York 17.
Comprehensive Sei-vice Co., 245
VV. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City II.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Otto Maibach, 630 9th Ave., New
York.
Mogul Bros., Inc., 112 114 W. 18th
St., New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 186 Franklin
Street, Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3,
Visual Sciences, 599BS Suffern.
Bertram Willoughby Pictures,
Inc., Suite 600, 1600 Broadway,
New York.
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Kunz Motion Picture Service,
1319 Vine St., Philadelphia 7.
1905 Sanderson Ave, Scranton 9
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave.. Pittsburgh 22.
Clem Williams Films, 311 Mar
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharpsville.
RHODE ISLAND
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham I.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg., Birming-
ham.
. FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miiamar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St., Tampa.
. GEORGIA •
Calhoun Company, 235 Ponce De
Leon A\e., N.E., .\llanla 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
. LOUISIANA .
Stanley Projection Company,
2II1/2 Murray St., Alexandria.
Southern Pictures Company, 1024
Bienville St., New Orleans.
Stirling Movie & Photo Co., 1052
Florida Si., Baion Rouge 85, La.
Ideal Pictures Co., 826 Barrone
St., New Orleans 13.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jatkson 2.
• NORTH CAROLINA •
National Film Service, 14 20
Glenwood A\'e., Raleigh.
• SOUTH CAROLINA •
Palmetto Pictures, Inc., 719 Sa-
luda Ave.— .-Vt Five Points, Col-
umbia 1 1.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville II.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
Axenuc, Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 309 E.
Main St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co.. 71'.) .M.iin
St.. Little Rock.
• ILLINOIS •
.\merican Film Registry, 28 E.
Jackson, Chicago 4 - H,A.r 7-
2691
Ideal Pictures Corp., 28 E. 8th
St., Chicago 5.
4
i
I
B U S I
NESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Jam llancl) Organization, Inc.,
230 N. Michigan Ave, Chicago I
McHenry Films, 337 S. Dearborn,
Cliicago 5.
Midwest Visual Equipment Co.,
69r)l N. Clark St., Chicago 2(i.
Swank Motion I'ictmes, 614 iN.
Skiiikti Bhil.. St. Louis 5, Mo.
.Association Films, ln<., (formerly
V.M.C.V. .Motion Picture Bu-
reau), 2()ti S. .Michigan .\\i..
(Iiiiago '!.
Vi.sual Research Company, I'.O.
n<>\ 9:!7. C:hicago 90.
• INDIANA •
Ideal Pictures, 1211 l'eiins\l
vania St., Indianapolis 2.
Indiana Visual .\ids Co., Inc., 7213
N. Illinois St.. Indianapolis G.
Burke's Motion Picture Co,, 434
Lincoln \\";i\ West, South
Bend 5.
• IOWA •
Pratt Sound Film Service, 720
Tliird .\\e., S.E., Cedar Rapids.
Ryan Visual Aids Service, 409 1 1
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound .Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas Citv G, Mo.
Select Motion Pictiues, 1320-.^
Oak St., Kansas City 6, Mo.
Erkcr Bios. Optical Co., 610 Olive
St., St. Louis 1.
.Swank Motion Pictures, GI4 N.
Skinker Bl\d., St. Louis 5.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
.Ave., Detroit 7.
Engleman Visual Education Serv-
ice, 4754 -iiG Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 1 1.
Capital Film Service, 224 .Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio-Visual Company,
1504 Henneijin A\e., Minne-
apolis 3.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Lockaid Visual Education Serv-
ice, 102") .Xoilli .\l.iin Slicel.
Akiori 10.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.Ave., Cincinnati 19.
Academy Film Service Inc., 2300
l'a\nc .Ave., Cleveland 14.
Fryan Film Service, 3228 Euclid
.Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
Ave., Cleveland 14.
Jam Handy Organization, Inc.,
SIOTalbolt Building. Dayton 2.
Twyman Films, Inc., 29 Central
Ave., Dayton 1.
James B. Upp Motion Pictuic
Service, 639 Broadway, Lorain.
.M. H. IMartin Company, ."ill
Charles .Ave., S. E., Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. Gih Si., Zancs-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
\V'isconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig Ave., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd.,
Beverly Hills.
Camera Craft, 6764 Lexington
Ave., Hollywood 38.
Coast Visual Education Co., 0058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 \V. 7th
St.. Los .Angeles 5.
Jam Handv Organization, Inc.,
7046 Hollywood Blvd., Los An-
geles 28.
Raike Company, 829 S. Flower
St., Los .Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., (formerly
V.M.C..A. .Motion Pictuie Bu-
reau), 351 link St., S.m Kran
( is( I) 2.
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
Shadow Arts Studio, Wickenden
Bldg., P. O. Box 471. San Luis
Obispo,
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
.\inth .Ave., Denver 3.
• IDAHO •
Howard P. Evans, Audio-Visual
Equijiment. ,'i05 X. 9th. Boise.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
Ave., Tulsa 5.
• OREGON •
Cine Craft Co., 1111 S. \V. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. \V.
10th .Ave., Portland 5.
Moore's Motion Picture Service,
306-310 S. W. Ninth Ave., Port-
land 5.
• TEXAS •
-Association Films, Inc., (formerly
Y..M.C..A. Moti<m Picture Bu-
reau), ;il)l2 .Ma|)le .\ve., Dallas
4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 i\.
Haskell, Dallas I.
Ideal Pictuies, Inc., 2024 Main
St., Dallas I.
Visual Education, Inc., I2ih at
Lamar, .Austin; Also, 2010 N'
Field St., Dallas 1; 3905 S. Main
St., Houston 4.
Capitol Photo Supplies, 2428
(iuadalupe St., Phone 8-5717,
.Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lak-; City 1.
• WASHINGTON •
Rarig .Motion Picture Co., 5514
Universiiv Way, Seattle 5.
Rarig Motion Picture Co., East
1511 1 hird .Ave., Spokane.
• HAWAII •
Ideal Pictuies, 1370 S. Beretania
St., Honolulu, T. H.
Motion Pictuie Entcrpiises, 655
Kapiolani P. I v d . , Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
Ave,
Branches:
Edmonton, Alta., 10022 102nd
Street
•Montreal, Quebec, 263 Craig St.
West.
Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. John's, Nfld.. 445 Water St.
Radio-Cinema, 501 1 Verdun Ave.,
Montreal, Quebec.
FOREIGN
Distribuidora Filmica Venezolana,
De 16MM., S.A., Apanado 706
Caracas, Venezuela, S.A.
There's An Audio- Visual Specialist in Your Town!
* Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection etjuip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
X'isual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 4
VOLUME 10
51
Wluf, *toi lei me <^iioie
u(»4. on tfcm/i ne^ jjuU
ado^, iauKil motion
fuduAe.?
'^kanU,
P.S. lOe produce ex-
cellent Ijilm^ OK mod&ii
JsudcfeU.
SAM ORLEANS
AND ASSOCIATES, INC.
(llSlericklldg mW.Cunberl
Memphis KnoK«
Ph«ne 37-SIOO Phone 3-9091
TENNESSEE
For 16mm. Film — 400 to 2000 Reels
Profect your films
Ship in FIBERBILT CASES
Sold at leading dealers
Only
F=;berbrl
SITUATION WANTED
Ambitious young man wants opportu-
nity for on the job training under the
G-l Bill as cameraman. Studied Cine-
matography at University of Southern
California, also graduate of U.S. Armv
Signal Corps School. Experienced with
Cine Special, Eymo. Wall and Mitchell
Cameras. Willing to learn and work
hard If given opportunity. References
and 400 foot short submitted to shov.'
present qualifications. Box 402.
BUSINESS SCREEN MAGAZINE
812 N. Dearborn Street
Chicago 1 0, Illinois
National Audio-Visual Convention Exhibitors
(CONTINUED FROM PAGE FORTY-FIVE OF THIS CURRENT ISSUE)
Audio-Visual Division, Popular Science Publishing Co. Booth 8
353 Fourth Avenue, New York 10, New York
ExTiibiting: Teach-O-Filmstrips, Teach-O-Discs, Projectors
In charge of exhibit: J. M. Goodsell
Post Pictures Corporation Booth 66
I 15 West 45th St., New York 19, New York
Exhibiting: I6mnri nnotion pictures
In charge of exhibit: Hal Baumstone
Radiant Manufacturing Company Booths 42-43
2627 W. Roosevelt Rd., Chicago 8, Illinois
Exhibiting: Projection screens and photographic equipment
In charge of exhibit: A. Werthelmer
Radio Corporation of America, RCA Victor Division Booth 9
Front and Cooper Sts., Camden, N. J.
Exhibiting: 16mm equipment
In charge of exhibit: J. J. Dostal
Rauland-Borg Corporation Booth 75
3523 W. Addison St., Chicago 18, Illinois
Exhibiting: Centralized sound distribution and intercommunication systems
for schools
In charge of exhibit: R. M. Gray
Reeves Soundcraft Corporation Booth 11
10 East 52nd Street, New York 22, N. Y.
Exhibiting: Reeves projected television equipment
In charge of exhibit: Mr. A. S. Lissance
Revere Camera Company Booths 73-74
320 East 21st Street, Chicago 16
Exhibiting: Revere products
In charge of exhibit: E. J. McGookln
Simpson Optical Manufacturing Company Booth 61
3200 W. Carroll Ave., Chicago 24, Illinois
Exhibiting: Projection lenses, camera lenses, sound optical systems
In charge of exhibit: J. E. Curtin
Society for Visual Education, Inc. Booth 28
100 E. Ohio St.. Chicago I I, Illinois
Exhibiting: SVE Tri-Purpose Instructor "300" and SVE Entertainer "300",
slide binders, educational and religious fllmstrips, and 2x2 color slides
In charge of exhibit: Walter E. Johnson
Spindler and Sauppe Booths 54-55
2201 Beverly Blvd., Los Angeles 4, Calif.
Exhibiting: "Selectroslide" automatic slide projectors and daylight projec-
tion screens
In charge of exhibit: G. Spindler
Technical Service, Inc. Booth 86
30865 Five Mile Rd., Plymouth, Michigan
Exhibiting: TSI Suitcase Projector
In charge of exhibit: Robert P. Nevln
Universal Seoscope Corporation Booth 19
1709 Northwest 16th, Oklahoma City, Okla.
Exhibiting: Seoscope microprojector
In charge of exhibit: C. C. Ring
Victor Animatograph Corporation Booths 56-57
Davenport, Iowa
Exhibiting: 16mm motion picture equipment, record players and accessories
In charge of exhibit: Eldon Imhoff
Viewlex, Inc. Booths 32-33
350! Queens Blvd., Long Island City I, N. Y.
Exhibiting: Combination slide and slide stripfilm sound slidefilm, projectors.
In charge of exhibit: Ben Pelrez
Webster Electric Company Booth 87
1900 Clark St., Racine, Wisconsin
Exhibiting: Ekoptape magnetic tape recorder
In charge of exhibit: Jim Burns
Wisconsin Sound Equipment Co., Inc. Booth 15
628 West North Ave., Milwaukee. Wis.
Exhibiting: Filmstrip cases, tape recorders, record transcription players, Col-
lescope
In charge of exhibit: R. C. Van Brunt and S. V. Colley
Young America Films, Inc. Booth 39
18 East 41st St., New York 17, New York
Exhibiting: Young America tilmstrips and 16mm films
In charge of exhibit: T. C. Morehouse
Write for literature and prices on our
complete line of 16mm and 35mm editing
equipment, which includes: film viewing
machines, sound readers, synchronizers,
differential gear rewinders, rewlnders.
MOVIOLA Manufacturing Co.
1451 Gordon St.. Hollywood 28. Calii.
Wild Deer FerDeiighlof
Photographers
. . . stopping at Deer Trail
Lodge on beautiful Lake No-
komls, Wisconsin, .one of the
vacation spots of the world.
Rates — $55.00 per week and
up, American plan. Send for
illustrated booklet.
at Deer Trail Lodge
Summerflme Is most delightful at
Deer Trail Lodge — warm days
and cool nights.
There are thrills of horseback
riding along beautiful trails, to
say nothing of boating on Lake
Nokomis with Its 4B miles of shore-
line. In fact, there Is not a dull
moment any time of year for old
and young. Distinguished clientoie.
Tennis courts, shuffleboard, bad-
minton courts, horseshoe courts.
archery ranges, swimming — poil
and beach, baseball, croquet, bi-
cycling, bowling, trap shooting —
jII in the midst of Wisconsin's
pine country.
SEND FOR ILLUSTRATED BOOKLET
HCAftOSD JUNCTION, WISCONSIN
These superb
\zJ
m
mttw
^ . J
^^fp^
Projectors
Quality — quality oi construction . . . oi screen image . . . oi tonal
output — has been and still is the keynote of these two outstand-
ing I6mm. sound projectors: The famous "FS-IO-N," for ideal
screenings, ideal sound, in home or auditorium . . . the super-
powerful "FB-40," in "blimp" case, for maximum undistorted
volume in large auditoriums. Both available with your choice
of precision, Lumenized projection lenses and powerful lamps
to flood the size screen you like, at the distance you desire to
use it, with crisp and detailed images that are s-h-a-r-p from
corner to corner. Both incorporate the unique Fidelity Con-
trol that assures the finest sound results from all types of l6mm.
film — originals, contact prints, or reductions from 35mra. And
both now available at new low prices that make headline news
of the value these prices represent.
Eastman Kodak Company, Rochester 4, N. Y.
S^-
40-watt output
. . . twin speakers
Sound Kodascope
FS-IO-N Protector
$
585
with single speaker
with twin speakers
$
395
Everything you need for top sound or si-
lent projection in home or hall — packed in
two sturdy cases. Simple, finger-tip-ready
controls; microphone-phonograph pickup;
single- or twin-speaker units. Supplied,
complete, with/ 1.6 Lumenized lens, 750-
watt lamp, and incidental accessories.
"Kodak" is a trade-mark
Sound Kodascope FB-40 Projector
Unequalled sound output from a portable, tungsten-lamp, sound
projector! This, and its price, are the big news about this
"blimp" case projector! It has all the versatility of the
"FS-IO-N" — plus pick-up and microphone jacks
which permit mixing music, voice com-
mentary, or both, with sound or
silent films.
Prices
subject to change
without notice
First iff
elevis^ualsi
Outstanding in entertainment value are the television
commercials produced by The Jam Handy Organization
for The Electric Auto-Lite Company.
Skilled in the techniques of blending high entertainment
values with strong commercial selling, we are prepared
to help progressive advertisers and agencies to keep
in the forefront of those making effective use
of television for busuiess purposes.
1 \
^"Ml I I \
^. ,
-.' T
JAM HANDY
—jor Televisuals
PRESENTATIONS • TRAINING ASSISTANCE • SLIDE FILMS • TELEVISUALS • MOTION PICTU!
BlISIMSS SCREEN
M
G
L
N E
*>#
No. 5: 1949
FEATURING: FILMS THAT SERVE LABOR AND MANAGEMENT
TRAINING FILMS • NEW PRODUCTS • CASE HISTORIES
For three years, National Oats Company of East St. Louis, Illinois,
has successfully employed Victor 16mm projectors as a means of making
friends and sales for their Corno Feed dealers.
With the cooperation of National Oats representatives, Corno Farmer and Feeder
Meetings are arranged in various dealers' territories. Over 150 meetings have been
held with more than 37,000 feeders in attendance. HighUghting every gathering are
wholesome 16mm entertainment films, as well as films dramatizing farm feeding and
management aids.
The important role played by Victor in the sales and promotion program of
National Oats Company typifies Victor value and versatility for modern industry.
There is a Victor designed to meet yom- specific business requirements ... to stimulate
sales as well as to train and entertain employees.
I
A DIVISION OF CURTISS-WRIGHT CORPORATION
Dept. Q-22, Home Office and Factory: Davenport, Iowa • New York • Cfiicago
Distributors Throughout the World
AMONG MANY CLIENTS SERVED REPEATEDLY BY CARAVEL:
American Bible Society . . . American Can Company . . . American Telephone and Telegraph
Company . . . Associated Merchandising Corporation . . . Black & Decker Manufacturing Co.
. . . Godfrey L. Cabot, Inc. . . . Ethyl Corporation . . . The B. F. Goodrich Company . . . Kenwood
Mills . . . Mohawk Carpet Mills, Inc. . . . National Lead Company . . . Pepsi-Cola Company . . .
Pure Oil Company . . . Socony-Vacuum Oil Company, Inc. . . . United States Rubber Company
*******
LET'S MAKE
*******
HUMAN RELATIONS
MORE HUMAN
Mosl workers in Industry want to do
the right thing. When groups of them
see fit to interrupt production, it's often
because they think they're not appre-
ciated. Chiefly they want to be treated
more Hke partners . . . which they really are.
*Cluett, Peabody & Company reveals a keen
grasp of this truth in its motion picture "Enterprise"
—which shows how the people of an entire com-
munity benefit through the cooperation of in-
vestors, managers and workers.
[
Associated Merchandising Corpora-
tion, in its training film "It's Up to You,"
makes much of this partnership idea.
"Consider your people in everything
you do, and they, in turn, will give you
their complete cooperation." That's leadership!
* More than any other company, the Bell System
is continually showing its people how they are all
linked together in a communications service of
vast importance to the public— witness the motion
picture, "A Million Times a Day."
We count it a privilege to have produced the above-named motion pictures.
We have been treated like partners — and, we think, with benefit to all.
CARAVEL FILMS
INCORPORATED
]
New York • 730 Fifth Avenue • Tel. Circle 7-6111
Detroit • 3010 Book Tower • Tel. CAdilUc 6617
NEWS ASSIGNMENT- Farm Style!
News ahout a potato-planter!
i\eiis about an orchard-sprayer!
News about a cowbarn-cleaner!
'"News?" you asli . . . And the answer is yes —
real, red-hot news to America's millions of mo-
torized farmers!
everywhere, through the living medium of a
sound and color motion picture, the improve-
ments and benefits that may be theirs with the
help of Texaco service and Texaco products.
\^e think you will be interested in seeing this 20-
minute film, "it's news because it's new," as
well as other examples of how RKO Pathe Mo-
lion Pictures do a real selling job for industry
today. (See Free Private Showing oiler below.)
USINESS SCREEN MAGAZINE
Better job understanding
CUTS PRODUCTION COSTS
Bell & Howell
Announces
NEW LOW PRICES
NEW SINGLE-CASE FILMOSOUND
New streamlined, compact 16mm pro-
jector, weighs only 35 ' 2 lb. including
built-in 6" speaker. Has both sound and
silent speeds, and stops for stills. UL ap-
proved. Built-in speaker can be removed
and placed near screen: larger speakers
available for audiences of any size. With
traditional B&H quality throughout, a
greater value than ever — now only
$399.50
NEW ACADEMY FILMOSOUND, 16mm sound
or silent projector specially designed for
sizable audiences, indoors or out. UL
approved. Separate 8" or 12' speaker.
With 8' speaker, now only $474.50
GUARANTCBD FOR UFE. During life of prod-
uct, any defects in workmanship or ma-
terials will be remedied free (except
transportation).
Build profitable team spirit for your business
. . . show your employees the "how"
and "why" of their jobs . . . teach better
shop techniques speedily . . . wi'fh
BELL & HOWELL FILMOSOUND PROJECTORS.
SOUND MOTION PICTURES Can give speed and
pointed direction to your program for stepping
up plant efficiency, trimming your production
costs. For motion pictures can teach over-all job
understanding — and develop job enthusiasm —
faster and more effectively than any other
medium.
Filmosound . . . easy to use, versatile, and proved
dependable . . . assures you maximum projector
efficiency for every use you make of films.
It is this assured performance, in fact, that so
many business ffirns cite as their major reason for
insisting on Bell & HoweU motion picture equip-
ment. The engineered superiority and the preci-
sion excellence B&H builds into every camera
and projector mean . . .
if No wasted appoinimenfs
if No disappointed audiences
if Greatest protection for films
•k Really low cost-per-hour operation
ENDURANCE TEST IS NEW PROOF. As extra proof
of outstanding B&H dependability, a Fihnosound
Projector was taken at random from stock and,
using film, set into operation on our laboratory
test stand. It has now run 1600 hours with no
time lost for repairs.
For full information on how motion pictures can
work for you . . . how Filmosound can make them
work hardest . . . wTite Bell & Howell Company,
7108 McCormick Road, Chicago 45.
PRECISION-MADE
Since 1907 the Largest Manufacturer of Professional Motion Picture
Equipment for Hollywood and the World
NUMBER 5 • VOLUME 10 • 1949
S.V.E. 'INSTRUCTOR" 300
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
■k Fast **Pusli-in-Slyle'* Threading
* Quick Changeover to 2" x 2" SHdes
* Easily Adjusted Aperture Assembly
• This is the newest of S.V.E. Tri-Purpose
projectors accommodating 2" x 2" slides, single
and double-frame filmstrips. Can be threaded in
quick '"pusli-in-style" or in the conventional man-
ner. Film advances smoothly . . . without scratch-
ing or tearing . . . either forward or backward.
Semi-automatic slide carrier covers Bantam frame
as well as 35mm double-frame slides in 2" x 2"
mounts.
New, adjustable aperture assembly gives any
size frame from single-frame to double-frame,
with intermediate positions. Quick changeover
from filmstrips to 2" x 2" slides and vice versa.
New design optical system with all elements
coated. Complete with .5" Wocoted S.V.E. Ana-
stigmat lens and two-tone lift off case, the "In-
structor" 300 is being introduced at $90.00.
LEADING SOUND SlIDEFILM
EQUIPMENT MANUFACTURERS USE
S.V.E. PROJECTORS EXCLUSIVELY!
Write for folder ghii)ig complete information
on the new "Instructor" 300.
Address Dept. SC - 5.
SOCIETY FOR VISUAL EDUCATION, INC.
^ SuUmsU. GonpoMitiati
100 istt Olilo Stract
Ciilcaio 11, III.
^
11
^ ^
PREVIEW OF CONTENTS
Ciwer: Visualizing the useful role of films for
einployi'c coyvminiirations (see Pages 21-27A)
Riglu Olf the Reel 6
Camera Eye: a Column of Comment.... 8
Trends: the Growing Church Field Ifi
Spfx.ial Feature
Employ cc Programs That Get Results ... 21
Workers Like Movies at Mars 23
National Supply Company's Safety Films . 24
Illinois Bell Surveys the Audience 24
Kewaunee Shows Films to Workers 25A
Films in Industrial Safely Training 27A
# # *
Report: National .Audio-Visual
Convention 28.\
Report: lAVA Members Meet at Dearborn 2.5
Promoting the Business Film 26
Case Histories of New Film Programs .... 28
Mary Grey; Sinclair; General Electric;
Portland Cement; Proprietary Assn.;
Bethlehem; Pacific Coast; and Bates.
Laundry Field Visualizes Its Services .... 29
Di;PARTMENTS
In the Picture Parade: Film Notes 34
Men Who Make Pictmes 36
New .\udio-Visual Ec]uipmcnt 39
Television in the News 40
Business Scrceen Executive 42
Plus: Tut; National Directory
OF .Vl :11I0-\'|SIIAL Eul'CATlON DEALERS
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Editor if Publisher
William Ball, Art Director
Robert Whyte, Circulation
Eastern Editorial Bureau
Robert Seynnour, Jr., Eastern Manager
489 Fifth .Avenue, New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Ednmnd Kerr, Western Manager
(i;;(l5 Hollywood Blvd.. Holhwood 28, Cal.
Telephone: HEmpstead 3171
Issue Fi\e. Volume Ten of Business Screen Magazine
piiljjishcd August 10. 19-19, Issued 8 times annually at
six-week inter\'als al 812 N. Dearborn St.. Chicago, by
Business Screen Magazines. Inc. Phone WHitehall
4-6807-8. O. H. Coelln, Jr., Editor and Publisher. In
New York; Robert Seymour, Jr., 489 Fifth Ave. Tele-
phones Riverside 9-0215 or MUnay Hill 2-2492. In
Los .\ngclcs: Edmund Kerr, 6605 Hollywood Blvd.
Subscription $3.00 (domestic): $4.00 foreign. Entered as
second-class matter May 2. 1946. at the post olTice at
Chicago. Illinois, tmder Act of March 3. 1879. Entire
contents cop\right 1949. Trademark registered tl.S.
Patent Office b\ Business Screen Magazines, Inc. .-\d-
dress ad\erlising and sidjst viption in(|uiries to the
Chicago ofhce of pidjlicatioii.
1
PROGRAM SERVICE
for weekly
Employee Showings
•k More than 85 sound and color motion
pictures produced by American Industry and
distributed by Modern Talking Picture
Service, are available on a free loan basis.
These films cover a wide range of interest;
some deal directly with the basic structures of
freedom and progress in the American Way-
give a better understanding of our economic
system— others provide information on con-
sumer education, health and hygiene, home-
making, thrift, sport and travel.
Hundreds of successful industrial users re-
port employee interest and enthusiasm for
these entertaining and informative weekly
film programs. They provide relaxation,
stimulate morale and build goodwill.
You can arrange a well-balanced schedule
of selected films— suitable for men, women or
mixed audiences— to be delivered on specific
dates for your showings.
26 Regional Film-Exchanges Help
Arrange Schedules & Supply Programs
Write for folder describing this
employee program service
MODERN TALKING
PICTURE SERVICE. Inc.
9 ROCKEFELLER PLAZA 142 E. ONTARIO ST,
NEW YORK 20, N. Y. CHICAGO 11
BUSINESS SCREEN MAGAZINE
M.T sales are to be made, customers
must be askea to buy*
To present tne product and ^et tne order,
salesmen must be trained*
I\o more errective means or training to
sell nave been devised tban audio visual
media*
IVIotion pictures and sound sliderilms,
vi^ritten to order and produced by
WILDIIVG, nave been outstanding ror
more tnan tnirty years in quality,
imagination and accomplisbment in
tbe rield*
CHICAGO*
1345 Argyle Street
NEW YORKj.
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
HOLLYWOOD
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Neave Bldg.
*Studio Facilities
r
WILDING
PICTURE PRODUCTIONS, INC.
)TION PICTURES . SLIDE FILMS . TELEVISION FILMS
DliRING THE PAST few years, new
techniques and equipment for mag-
netic sound recording on wire, tape
and film have been developed to the extent
that many motion picture engineers see the
time coming when magnetic may completely
replace photosound recording and reproduc-'
tion. That this will be a slow process is evident
on consideration of the millions of dollars now
in\ested in photographic recording equipment
and theatre sound systems based on the optical
track. Nevertheless, the magnetic technique
in practically every form of pre-release produc-
tion has made tremendous strides in just the
past few months, although it seems sure that
magnetic tracks on release prints are a long
wa\' off.
M.ACNETic Sound Recording Is Nothing New
Revolutionary as the modern magnetic sys-
tems may seem, magnetic sound recording is
not new. Valdemar Poulsen, a Danish scien-
tist, in 1898 developed an instrument he called
the Telegraphone which laid down the prin-
ciples for modern wire recording equipment.
Later, in the thirties, the Germans produced a
machine called the Magnetophone, which,
although not good enough for quality sound
reproduction, was cpiite successful as an office
dictating device.
In 1939, the Brush Development Company
began experimenting with the possibility of a
magnetic recorder as a connnercial venture.
Armour Research Foundation and Bell Tele-
phone Laboratories were also \ery active in
this work. During the war, both Allied and
German scientists made great progress in
magnetic developinent, and eciuipment of this
type was used for radio intelligence and coun-
termeasure activities.
. Precise Instruments Are Basic Need
Since the war, tape and wire recorders have
reached the market in some quantity. Some
have been used for motion picture work, but
most have been employed in radio stations,
in homes, and in schools. The problem, for
cinematic use, has been to produce an instru-
ment capable of operating in perfect synchro-
nism with a motion picture camera. Until
recently, equipment has not been available
to satisfy most exacting film producers, either
in regard to quality of soimd reproduction or
in maintaining synchroni/atioh. Some few
producers, through considerable ingenuity.
lia\e produced sound tracks on non-synchro-
nous but high quality recorders, such as the
Magnecord, Presto, Ampex or Magnagram,
right off the reel
TECHNICAL STRIDES IN THE MAGNETIC RECORDING FIELD
ARE REPORTED IN THIS RECENT BUSINESS SCREEN SURVEY
that are comparable to the best achieved on
synchronous instruments. For the most part,
however, the use of non-synchronous recorders
has not been too successful except for the
production of "guide tracks" for use in copy-
ing words, inflections and noises from the
"guide track" for original photosound record-
ing.
Dining the past year, however, several new
s\nthronous magnetic recorders have been
introduced. Results from these instruments
have been so gratifying that many motion
]Mcture sound recordists have completely
s^^'itched to magnetic for all direct recording,
either in studio or on location.
Magnetic Recording Has Its Gcxjd Points
The advantages of magnetic are these: (1)
1 he tape or film may be played back immedi-
ately without laboratory processing, thus per-
mitting an accurate check of quality on the
spot. This eliminates ruinously expensive re-
takes, especially on location sound. (2) The
sound quality of a good magnetic recorder can
be equal to or even better than photosound.
It can also be operated by less skilled person-
nel. Prevention of overload, which is always
a serious problem on photosound, is negligible
or non-existent with magnetic. (3) The mag-
netic tape or film may be re-used over and
over again. Although in 35mm coated-film
form its original cost is comparable to photo-
graphic film stock plus processing, re-use re-
sults in considerable economy, while quarter
inch magnetic tape costs are approximately
one tenth those of film stock. (4) Most
magnetic recorders are more portable than
photographic recorders of comparable quality.
Being not only more portable, but much less
expensive than photosound recorders, pro-
ducers are able to take along sound equip-
ment on many jobs, record more wild track
and more extensive or spontaneous speech
recording with less consideration of film cost
or equipment damage than has heretofore
been possible. (5) Magnetic film is easily
edited, either by re-recording to optical track
work prints, or by editing and mixing directly
on magnetic and re-recording to the final mas-
ter print, although this latter method would
present some difficulties with equipment now
available in most sound studios. Standard
splicing methods can be used with magnetic
film, although newer methods of butt-welding
are said to produce better results. (6) Mag-
netic materials require no laboratory process-
ing, do not depreciate with age or require
protection from extraneous light as photo-
graphic film stock does.
,\nd Possible Disadvantages, Too
Possible disad\antages are; (1) The tension
of the film on some magnetic sound heads as
it travels through the recorder causes exces-
sive wear and rather frequent replacement of
sound heads. (2) Instances ha\e been reported
of accidental erasure or partial distortion of
magnetic track by its passing through a strong
magnetic field in transit or during operation.
These disadvantages, however, are of doubtful
significance, having been corrected in the new-
er equipments and advanced techniques.
Modern magnetic materials consist of wire,
paper tape and film. Wire used has been of
various types of drawn steel and of drawn
brass plated with a magnetic alloy. The latter
is now most widely used for wire recording
purposes. Tape and regular acetate film, made
principally by the Minnesota Mining and
Manufacturing Company and the DuPoiU
Company, are coated with a thin layer of ferric
oxides which are ground to a fine powder and
mixed into an emulsion for application.
Recording by magnetic means is running
the material through or under a magnet of
variable potential which is controlled by
signals from the source of sound. The magnet
changes the magnetism in the microscopic par-
ticles of the wire or tape. The particles then
remain permanently magnetized in this state,
causing modulation of sound via a reproducer
head for playback, until demagnetized by an-
other magnetic head for erasure.
Better Quality with Less Distortion
The resulting sound, under good conditions,
shows exceptional fidelity. Distortion, inter-
modulation and noise, bugaboos of photo-
sound, can be greatly reduced, and the dy-
namic and frequency ranges are frequently
superior to photosound results. Top quality
magnetic track actually shows ground noise
so far below signal strength (60 to 80 decibels)
as to be completely negligible. Although qual-
ity can be excellent with less trouble than on
photosound, the need for auxiliary equipment
(such as microphones) of high quality is not
obviated, and maintenance must be of as high
degree as on photosound recorders.
Pay Your Money, Take Your Choice
The film producer can now take his pick
from se\'eral excellent synchronous magnetic
recording systems introduced in the past year.
Outstanding among these were the Hallen
(CONTINUED ON PAGE FORTY-FOUr)
USINE5S SCREEN MAGAZINE ji
^t!S^
mf^'"^'
• If you show 16 mm. movies in a
large auditorium — school, chapel,
hotel ballroom, industrial theatre or
other room, seating from 100 to 1000
people— give your audience the finest
projection of all! The carbon arc is
four times brighter than the next best
16 mm. light source. The ""National"
"Pearlex" Carbon Arc provides
highest visibilitj' and perfect color
balance.
A number of leading manufactur-
ers now offer 16 mm. projectors fitted
with the carbon arc lamp. Mail the
coupon at right and we'll send you
more details on the arc— and we will
also ask the equipment dealer near-
est you to tell you all about the
projector.
The regiitered trade-marks "Sational" and
"Pearlex" distinguish carbons produced by
NATIONAL CARBON COMPANY, INC.
Unit of Union Carbide and Carbon CorporaUon
30 East 42Dd Street. New York 17. N. Y.
Divtsion Salts O0icts: Atlaota. Chicago. Dallas,
Kansas City. New York, Pittsburgh, San Francisco
Notional Carbon Company, Inc.
20 East 42nd St.. New York 17, N. Y.
Pieose send me complete details on
"National" Carbons for 16 mm. projec-
tion...and ask my local dealer to ex-
plain the advantages of the projection
equipment. Dept. BS
Nome -
Sfreet -
Cif y —
NUMBER 5
VOLUME 10
selly;^^/' products
iO O
in three dimensions .
VIEW-MASTER
STEREOSCOPE
Duroble plastic conslruc-
lion. Simple, ond quick to
operote.
IS
0'
VIEW-MASTER
REELS
Seven full - color stereo-
scopic photogrophs on
Reel.
VIEW-MASTER
NON-STEREO
PROJECTOR
Uses interchangeable
View-Moster picture Reels
for group showings.
fi\ Add color and depth to your
sales story with dramatic View-Master
Stereoscopic, full color Kodachrome pic-
tures. Show customers your product, in-
stallations, manufacturing operations and
services in the amazing "come to life" real-
ism of View-Master pictures. View-Master
three dimension pictures are proven "door
openers", "attention holders", "sales
clinchers" in man-to-man selling. No dark
room or electricity needed. Compact.
Lightweight. Easy to carry. Each View-
Master Reel holds seven different stereo-
scopic photographs in planned sequence.
Inexpensive to produce. Pictures may be
projected in full color before group meet-
ings with the View-Master non-stereo
Projector. See for yourself.
SUUUG PICTURES
TJu- THIS COUPON
^ FOR COMPLETE
1^4F0R^^AT10^^
HO OBUGAT.ON INVOLV^
SAWYER'S INC., Commercial Sales Dept.
Portland 7, Oregon, U.S.A.
Without obligation, please furnish me with complete information about View-
Master three dimension selling pictures for commercial use.
rompnny Mnnn»
Arldrott
r;iy
By
Pncltlnn
CAMERA EYE
Product Development Program at
DeVry Corporation Shows Results
♦ That a realistic program ol
product development pays oil
when industry sales trends are
down, is being conclusively proved
Ijy DcV'ry Corporation, Chicago
luaniilacturer of motion picture
equipment. .According to a com-
pany statement recei\ed this
month. DeVry 16min and 35mm
sound projector sales currently are
the highest in the company's 36-
year history, whereas in many
phases of the photographic indus-
try sales are reported 10 to 15%
below those of 1948.
Program Began in 1943
C^redit for DeVry's rexersal ol
the industry sales trend is given
by VV. C. DeVry, company presi-
dent, to a product development
program started in 1943. This
program's goal was a 35mm the-
atre projector that would meet the
requirements of an increasing ex-
port market and at the same time
give the rapidly expanding do-
mestic drive-in theatre business
the type of equipiuent best suited
for its projection conditions.
fn the 16mni held, DeVry also
sought to give classioom, field
sales representative and the fast-
growing television industry a light,
low-priced, single-case unit readily
adaptable to both sound and silent
film projection, easy to set up and
operate as well as affording niaxi-
niinn protection to valuable films.
"SiPF.R 16" Fills A Need
For business, industry, travelling
road shows, remote export areas,
and government agencies, DeVry's
development division found need
lor a deluxe 16mm projector ca-
pable of theatre-C]uality projection
and sound. This it furnished in a
dual case "super-16" that combines
portability with picture brilliance
and fidelity of sound.
In step with its product devel-
opment program, De\'ry material-
ly expanded its plant and produc-
tion facilities in the past three
years and effected a completely
new sales and distribution set-up.
The result of this combined
product, market and personal de-
velopment program, DeVry's pres-
ident points out, is a current back-
log of approximately $2,500,000
worth of 35mm and 16miu motion
picture sound equipment business,
for schools, churches, large indus-
trial firms, television and its re-
lated activities, theatres, export
and government agencies.
Sjcrftarv of .\griculiure Charles F.
liumnan (left) bestows honor axt'ard on
Che>lir A. Lindslroin. Depl. film chuj.
Agriculture Dept. Film Chief
Receives Superior Service Award
♦ Chiet of the U. S. Department
of .Agriculture's Motion Picture
Service, Chester A. Lindstrom,
was presented with the Superior
Service .Award by Secretary of
Agriculture Charles F. Brannan
at the annual Department of .Agri-
cultuie Honor .Awards Ceremony.
Mr. Lindstrom received the
honor "for making a significant
contribution to .American agricul-
ture through his part in the de-
velopment of the agricultural
motion picture as an information-
al and educational medium."
For 35 years he has been with
the Department of Agriculture
and has been Chief of Motion
Picture Service for five years.
R. G. Wolff Opens Chicago Office
♦ Due to increased film traffic in
the middle west, the Raphael G.
Wolff studios of Hollywood have
added a Chicago sales office to
their setup. Heading this division
will be John \V. Carnrick, well
known in the industrial film field.
Examples of Wolff productions
and tele-spots will be available at
the Chicago office, 230 X. Michi-
gan Boulevard.
East Ohio Gas Co.'s "Our Silent
Partner" Will Soon Show Abroad
♦ High level recognition lor the
East Ohio Gas Co.'s film Our
Silent Partner came recently when
the US Department of State re-
quested that fifteen prints be fur-
nished for use abroad.
Earlier appreciation, in the
form of an Oscar, came during
the 1949 Cleveland Film Festival
when it was judged top film in the
public relations category.
Film was produced by Robert
Varnell Ritchie Productions of
New York City. Ketchum, Mac-
Leod and Grove, East Ohio's
agency, helped in planning.
USINESS SCREEN MAGAZINE
► "...By Their Works'
<-.merican industry. Is it an impersonal machine ... a throbbi'
giant, dedicated solely to profit and filling warehouses? Or fi
a way of life... made up of lathe operators and sales executives
...stenographers and research scientists. ..happiness, freedom and
progress? To the men and women of General Electric, American
industry means the fulfillment of this better way of life. We are
/Vlfroud to have captured their spirit of progress and pride in
'* ♦^--^'-vement in the motion picture "• . • By Their Works".
.If
STUDIOrm V HOLLYWOOD 28 CALIFORNIA
1
^
For bright, clear pictures on the screen, be
sure to ask tor General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get niore for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidental!)', there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Have you looked at one lately?
GE LAMPS
generalOelectric
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
Industry Sponsored Slidefilms
Offer Wide Interest Range
♦ Newest slide fihii.s produced
by Franci.sco Films for in-
dustrial sponsors have a wide
range of subject matter. Lat-
<st issued is a 66-frame all-
(iilnr classroom teaching aid
on the subject of hair groom-
ing. Sponsored by the Toni
C;o., the silent strip is titled
Hendtiiies.
Filmstrip has already proved
so popular that sponsor is dis-
tributing it in England,
France and Belgium, and is
])reparing a .Spanish version
lor Pan-American countries.
Recent sound slidefilms off
the Francisco production lines
are A Career ]]'ith (Quaker,
indoctrination film for sales-
men and their families; It's
A Deal, an explanation of the
Ful-O-Pep Division of Quaker
Oats' dealer franchise agree-
ment; two produced for Ben-
tlix Home Appliances and
one for the .Admiral Corpora-
tion. Titles of the last named
three are The Harder They
Fall, Clean Up Autnmalically
:ind ./ littiine of Aj)pcal.
Reid Ray Rings Bell
♦ Rkui Rav Film IndllstriiiS
of St. Paul, Minnesota, has
produced a color sound slide-
fdm for Cutler-Hammer, Inc.
Strip, titled Ring the Bell
With Multi-Breakers^ presents
ad\antages of that unit in the
electrical field and for the
home owner.
University of Iowa Finds
Film Chautauqua a Success
♦ 1 Ht University of Iowa
attempted an experiment in
po|)idar education July 25-29,
and the e.xperiment was a
success. A pleasant revival of
a grand old recreational and
educational movement, the
Chautauqua combined the
old hoop-la with modern au-
dio - \isual instructional
methods.
Film Chautauqua programs
rair under canvas — first ten
nrinutes of recorded music,
then a popular lecture, then
selected illustrative films
pointing up the lecture, fol-
lowed by open discussion.
Subjects covered at Gull Point
State Park Lodge were Con-
servation and Science; Busi-
ness and Industry; Family
Life, Health and Safety; Our
.American Heritage and
World Understanding.
:1
10
USINESS SCREEN tvlAGAZINE
\^\l///
THE INCOMPARABLE NEW De VRY "S U PER 1 6"
NOW EXCLUSIVELY "SAPPHIRE-JEWELED"
FOR A LIFE OF MATCHLESS PERFORMANCE
DeVry engineering leadership ha* now perfected a
Wmni sound motion picture projector that out-
perfoTjus and out-lasts anything in the field. To the
inconiparaW^ qualities of "Super 16" ilhunination
hrilliance and fii^ljest-fidelity sound, DeVry research
Ijas now added — for tl^e first time anywhere in pro-
^ectjon — a sapphire-jeweletl^fnovement.*
There's Nothing That Compares With
the Entirely New DeVry ''Super 16"
Truly incomparable, this new DE^ ry "Super 16" sound projector sets the highest
standards of quality in screen illumination, sound reproduction, and all-around
projection eflSciency.
Its long life of trouble-free performance affords maximum economy to the user,
plus the finest in sound film presentation. Check these vital points of comparison:
LIGHT OUTPUT: by metered test the "Super 16'" outperformed all competitive pro-
jectors for most brilliant illumination by 40^c to 250^f. SOUND QUALITY: by
metered test outperformed the field on truest-to-life sound. Every tone of voice.
mnsic or sound effects reproduced flutter-free as originally recorded. SPECIAL
FEATURES: only DeVry gives you non-slop film performance with the exclusive
"Auto-Magic" film positioner. First projector with magnesium alloy mounting
plate, and other parts combining strength and lightness — projector weighs only
37 pounds! Speaker in matching duraluminum case weighs only 15 pounds. See
it ! Hear it ! Compare it — point by point !
a
WHY DeVRY uses SAPPHIRE JEWELS
At the \ital points of film contact and
maximum wear, the indestructible sap-
phire jewels shown above no^v provide
the *'Super-16'' with utmost film pro-
tection and a lifetime of replacement-
free performance at these points. Sap-
phire jewels combine a hardness and
toughness exceeding that of any man-
made material, affording a wear-
resistant surface that will not burr,
corrode, or become distorted with use.
Harder than the hardest steel and
dimensionally stable against age or
temperatures, these polished sapphire
surfaces are the greatest economy to
the user — prolonging life of both
equipment and valuable sound films.
Your best buy is a DeVry !
The 16mm sound projector with mazda illumination that approximates arc
lamp brilliance. Eye-pteasing pictures obtained at distances up to 180 feet!
*Sapphire jcmcIj (optional at slight exira cosi) are available at five major points of the "Saper 16"
mechanism: the coDslantlr moving shuttle (left above) which advances the film: and on the four guide
rails of the aperture plate, a: shown.
JTriie for free
itlustraled folder
and specif icatiom.
Address Depl. t\D
DeVry CORPORATION
1111 ARMITAGE AVENUE
New York: 32 Vanderbill Ave. • Hollywood: 5121 Sunsel Blvd.
• CHICAGO 14, ILLINOIS
In Canada: contoct Arrow Films, Ltd. •1115 Boy St., Toronto
^
«cse<K.g*^^P^''Tp.ec.s.on
op 1"='^''^ ""r«i°i
specitV " ■
.■H^l
""•^ , \l has UveJ "P
/tf/j^cAe// Cante^a
CORPORATION
666 WEST HARVARD STREET* DEPT, FW- 8 • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
■ ASTERN REPRESINTATIVEl THEODORE ALTMAN* 521 FIFTH AVENUE • NEW YORK CITY 17 • MURRAY HILL 2-703t
85% of the motion pictures siiown in theatres tiirougliout the world are filmed with a Mitchell
The tremendous sales impact of sound motion
pictures anywhere ... in less than a minute!
The salesman merely snops the "Repeater" open on
the counter, plugs it in . . . and shows a full 400 fool
reel 1 6mm. sound motion picture, either in full rich
cc'or or In block and white. Pictures are bright, clear,
easy to-see, even In a normally lighted room. The
sound reproduction is amazing lifelike.
New Ampro One-Case
'^Repeater'' Sound Projector
Complete Sound Movie Theatre in One Cose —
AmpLGcr, 16miii. sound pro)ector, speaker and
projeaor screen, all in one easy to carry luggage
t>'pe case.
Big lS"xn" projection screen — Easy to clean,
made of latex, it shows bright, clear pictures,
even in a lighted store or office.
Service is easy — The entire case lifts off for
instant servicing.
Amazingly simplified controls — Simply pull
out power cord, open screen, turn on the switch
. . . and in less than a minute your sound movie
is on!
Repeat showings without re-winding — The
full 400 foot endless him magazine makes pos-
sible one showing after another, without lost
time due to re-threading and re-winding.
Lightweight, yet full size — Weighing only 36
pounds, the "Repeater" is a top quality- sound
projeaor with brilliant 300 watt illumination,
AC-DC operation, and full Underwriters' Lab-
orator) ApprovaL
THE AMERICAN TOBACCO COMPANY
uses hundreds of Salesman's Repeater 16mm.
Sound Projectors to tell the dramatic
Millions of smokers and cigarette dealers have been
entertained and so/d the "L. S. M. F. T. idea" as
presented in the dramatic sound motion picture, "The
Story of Lucky Strike." Lucky Strike salesmen have
carried a sound movie theatre right to the counters of
tobacco stores all over the country.
This unique type of one-case Repeater sound movie
projector has been proven by The American Tobacco
Company to be an outstanding success in presenting
their "Story of Lucky Strike" for many years. In fact,
they have used it as an integral part of their nation*
wide sales program since 1940.
Ampro Sound Proiectors hove become standard business
TOOLS In thousands of progressive industrial concerns!
More and more industrial leaders are realizing
the tremendously effective impact of 16ram.
sound motion pictures. Sound movies are
being used with dramatic results in sales,
employee training, product demonstration
and public relations. Every day new com-
panies are adding their names to the growing
list of those already making Ampro sound
projectors pay big business dividends. The
superb "professional quality" picture and
sound reproduction, the extra measure of film
protection and serviceability — the skill ac-
quired in 20 years of building premium qual-
ity projection equipment ... all these things
have made Ampro America's preferred l6nim.
industrial sound projector.
WRITE TODAY FOR FREE CIRCULAR
giving specifications, prices and full details on this re-
morkoble industrial selling tool, the Ampro "Repeater"
one cose sound projector. Ask also for the new free booklet,
"A Powerful Aid to Industry." It shows how you can make
effective use of 16mm. sound films in your business.
'.-"K^n^ > ^i
-^
A General Precision Equipment Corporation Subsidiary
AMPRO CORPORATION
2839 N. Western Ave., Chicago, III.
Please send me full details and prices on the Ampro
Repeater." Send me olso the free booklet, "A Powerful
Aid to Industry."
Nome_
CIly_
_Slale_
'Sound Specialists"
SERViVES
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
Thai^s Mvhy hundreds of producers
use Reeves faciiities.
REEVES : Five floors devoted to recording sound, and the production of
Movies, Radio and TV shows.
REEVES: Completely equipped and manned by a staff of "sound
specialists", geared for sound recording from a one minute
spot to a feature production.
REEVES: Where a Producer can work with confidence. Remember,
Reeves is not a competitive producer but a PARTNER.
RCA Licensee
14
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The Eargest Sound Service Organisation in the Worid.
Western Electric Lieeiuee
BUSINESS SCREEN MAGAZINE
"One for the money
The biggest value in the field. ^298^^
two for the show
Theatre quality image . . . finer tone— the only
8" p.m. speaker at the price.
three to get ready
Ready to operate in a flash —
because it's easier to thread and focusj
four to go?. .
Travels with you handily in light
weight single case unit . . . built to
withstand jars and jolts . . .
plays anywhere on A.C. or D.C.
without converters. Underwriters'
Laboratory approved.
NATCO, 4401 W. North Avenue
Chicago 39, Illinois
r
MO^i^
WORLD'S FINEST
SOUND PROJECTOR
NUMBER 5 • VOLUME 10 • 1949
15
a
a
a
Automatic
Sound
Slide Film
in 10 minutes
o
o
□
a
All sound slidefilm programs
can be converted for auto-
matic proiection in the time
TTtakes to play the record.
You can convert any
sound slidefilm simply
and economically with
the EXPLAINETTE Film
Synchronization Punch.
It is simply a matter
of punching a series
of holes in a piece of
black leader stock and
then immediately play-
ing your sound slide-
film automatically.
Write for illus-
trated bulletin
"Show Them Automat-
ically". Address
request to:
VISUAL AIDS DIVISION
MANUFACTURING CO.
St. Charles, Illinois
BS89
TRENDS
THE GROWING CHURCH FIELD
ONK director of visual aids for
a large church group recent-
ly said that although he had
urged local congregations lo buy
projectors and use them for show-
ing not only denominational films
but other religious subjects, he
was not completely happy about
the results. Churches of his faith
had responded beyond all expec-
tations, most of them now own
projectors and the number is
growing by leaps and boimds.
"The trouble is," he said, "that
(hey use the infernal machines all
the time— show pictures on every-
thing from soap to steel and get
a big kick out of it-bui when we
put one of our own films out now
it isn't anything special to have a
movie in the church and I don't
think we get quite as enthusiastic
a response as we used to. Church
members used to go all out for a
new film, but now I feel that our
movie is just 'anotlier picture'
sometimes. I really wish we could
arrange to restrict the projector
use for our own pictures," he said,
with a sad expression.
The director was really speak-
ing with his tongue in his cheek,
for his own excellent films are
really a sure guarantee of enthu-
siastic response from almost any
audience. His remarks are indica-
tive, however, of two important
conclusions - (1) that church
groups are rapidly becoming
etiuii)ped with 16mm sound pro-
jectors and that free industrial
films are finding great favor with
church audiences; and (2) , that
chinch films, faced with active
competition for audience atten-
1:
tion— even under church auspices
— nuisi now provide pictures of
high ipiality. Good intent in re-
ligious pictures is— unfortunately,
in a way— not enough.
Many of the chiuch groups are
meeting this challenge now, and
indications are that more will do
so in the near future. The Catho-
lics and the Episcopalians have
ex|5ressed great regard for audio-
visual methods, and the Luther-
ans have been exceptionally keen
on providing their audiences with
fine Lutheran films.
Rarely a month goes by now
without a noteworthy new church
film, and this month is no excep-
tion. The boards of the Congre-
gational Christian, Evangelical
and Reformed churches (three or
more amalgamations and the Con-
gregationals will sound like a
multi-partnered advertising agen-
cy) have just released the Kyoto
Story, a Kodachrome film on mis-
sion work in Japan.
Kyoto Story tells of a soldier in
Japan meeting a missionary and
inquiring about mission work. A
review of the typical missionary
activity does not overly inspire the
soldier. It is only when he sees
the missionary serving unselfishly
even the least ones, trying to show
all men God's real concern and
love, that he becomes convinced
of the great importance of the
missionary enterprise.
Kyoto Story was planned, pho-
tographed and directed by Charles
Schwep and William James, on
location in Japan, during the past
fall and winter. Script, editing and
finishing were handled by Alan
Shilin. House Jameson speaks for
the missionary, while Jimmy Dob-
son supplies the soldier's voice.
Kyoto Story ought to prove useful
to any group in I he church seek-
(CONTINtlED ON P.\CE EIGHTEEN)
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality guaranteed.
Complete studio and laboratory services.
Color printing and lacquer coating.
ESCAR
MOTION PICTURE SERVICE. INC.
7315 Carnegie Ave., Cleveland 3, Ohio
Phone: Endlcott 2707
Have you seen pages 12 43 of
Rtirkc ,^- James' ne^v photograph-
ic catalog? Every movie-maker
shotikl have a copy! Write for
yours today— free!
BURKE & JAMES, INC.
321 S. Wabash
Chicago 4
PRGJICT$4RWHT^
ARROWHi^
Bright arrowhead clearly points
out subject matte
Bright light! Light weight! Fits
your hand! Send check or money
order today
PATENT
TEACHERS
LECTURERS
DEMONSTRATORS
No more wooden stick
pointers! Use the Optical
Pointer from anywhere
■
DEAtERS WANTED APPLIED FOR
PENBERTHY INSTRUMENT COMPANY
Dept. 16, Spokane, 12, Washington
BUSINESS SCREEN MAGAZINE
16
tonf Dsbi boog d
.ti 29vlo2
booQ yi9V9 bnirled
9i9rlt mli) 229ni2ud
bno...rn9ldoiq d z\
toHt D9bi boog D
.ti 29vlo2
\\e specialize in developing good film ideas that solve problems.
Of course, if you have no problems
You're looking at a film ....
from the business side of the cellu-
loid. Things look a lot different from
this point of view : To the conscien-
tious producer of commercial dlnas
— and especially to his client — the
only successful fUm is one that
solves a specific business problem.
Because we understand that the
finest production dramatically, tech-
nically or story line-wise, is a flop
unless it solves the client's problem,
our philosophy and technique of
filmaking starts from the premise
that every successful business film
must do a specific job. The day may
come when businessmen will buy
films that merely entertain or self-
glorify — until it does, we'll con-
tinue to make films that solve busi-
ness problems.
For more than a decade. Films
for Industry has been solving im-
portant problems for its clients.
Perhaps that is why it has grown
to be one of America's most impor-
tant producers of business films . . .
with one of the largest, self-sufficient
studios in the industry . . . and many
of the country's largest business in-
stitutions among its clients.
// you have a problem in your
business, why not tell us about it?
We'll show you some of our films
(which will give you an idea of our
scope, of our technical perfection
which is recognized throughout the
industry) but they, after all, are
solutions to the other fellow's prob-
lem. Then .... we'll come up with
a complete plan for solving YOUR
problem .... story fine, sketcfies,
shooting script, budget, etc There
will be absolutely no obligation of
any kind.
We have that much confidence in
films that solve problems.
^ FILMS FOR INDUSTRY, INC.
jV£r i OKA — 135 WEST 52nd STREET • PL.\ZA 3-2800
OUR GOOD nLMS R4.VE SOL\'ED PROBLEMS FOR: Ansco • William L. B.^rrell Co., Inc. • Boonton Molding Company • Bristol-
Myers Co. • Blruncton Mills, I.nc. • Calli.nc All Girls M.^cazine • C. B. S. Television • The Cincin.nati Milling Machine Co. • Formica
Insulation Co., Inc. • The Grlen W.atch Co. • Richard Hudnut Company • Hlches Brush Division, Johnson i Johnson • MacGregor-Gold-
smith, Inc. • Mahoney-Troast Constriction Co. • Modern Packaging Mag.azine • Philadelphia Textile Finishers Co. Proctor & Gamble •
Pyrene Mfg. Company, Inc. • Reid's Ice Cream • Souety of Plastics Industries • Spauldinc Bakeries • Sun Oil Company • Westinghouse
Electric Company • Ths Untvis Lens Co. • Yale University-
NUMBER S • VOLUME 10 • 1949
17
16mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
Ca5es
Only
Fiberbill
TRADE 1 SHJPPI_NCl MARK
FILM GUIDE LIBRARY
Write Business Screen for a com-
plete list of tfie growing Film
Guide Library source listings of
films now available at low cost.
TRENDS
(CON'TINDED FROM PAGE SIXTEEN)
iiig actual reports of mission work
progress.
Kyoto Story is the fouilh in a
series of new Congregational films.
Previous pictures have been ll'f
Would Be Building, Letter From
China, and Color of a Man. All
these subjects are distributed by
the Department of Visual Aids,
"S7 Fourth .\venue, New York, at
nominal rentals, and with special
reduced rates for Congregational
Christian Churches. Three other
Congregational film depositories
also handle these films.
The Congregational Visual Aids
Department, in its present state,
was organized four years ago in
New York from the nucleus of a
former depariment in Boston
which had distributed religious
slides. The Rev. Alexander B.
Ferguson heads up the depart-
ment and operates the audio-visual
]jrograni on an only partly self-
supporting basis. Funds from the
sale and rental of prints are added
to a budget allotted by the church
board to carry on the work.
Mr. Ferguson, and the Congre-
gational Christian Visual Aids De-
partment are also very active in
the Proteslant Film Commission
which has produced such excel-
lent films as A/v Name Is Han.
C^ongregational films, as is the
case in most other Protestant
church pictures, are almost non-
denominational. This is done pur-
|)osely to a\()id limiting the use-
luliicss of a good film. Practically
all Protestant motion pictures can
be used without prejudice in any
Protestant church— or indeed, be-
fore any public group without fear
of being accused of proselityzing
for one denomination. The Con-
gregational Visual Aids Depart-
ment distributes the Lutherans'
Ansu'er for Anne, for instance, and
many other church groups use
Congregational films.
Nfr. Ferguson, who is not, inci-
dentally, the church film director
quoted earlier in this piece, has
recently taken a survey of all
Congregational churches to deter-
mine the current status of projec-
tor ownership, use of films, audi-
ence likes and dislikes, etc., and
this material is now being com-
piled. .\ rough check of the thou-
sands of res])onses, however, shows
a great many more church owned
jnojectors than had been esti-
mated by interested parties.
SMPE Will Meet in Hollywood
♦ Hokl October 10-14 on your
taleiidar tor the ()6th semi-annual
convention of the Society of Mo-
tion Picture Engineers— this time
to be held in Hollywood.
You might also remember that
West Coast travel is heavy in that
month— and train reservations few
and far between. So if you're
planning on attending, make your
reservations early.
Four National Organizations Join
Film Council of America Groups
♦ The Film Council of America
has recently announced the asso-
ciate memberships of four nation-
al organizations. These are the
Cooperative League of America,
Girl Scouts of America, Lions In-
ternational, and the National Con-
ference of Christians and Jews.
These organizations represent
an aggregate membership of three
and one-half million people. All
use audio-visual materials in their
programs. Besides these, the Com-
munity Chests and Councils of
America, acting as a coordinating
body for about 1,000 local coun-
cils, has also accepted an associate
membership.
The local film councils now di-
rectly affiliated with the parent
body exceed 125 in the U. S.
A PROVEN frain'ing
medium for
• SALESMEN
• EMPLOYEES
• SAFETY
• SERVICING
• SYSTEMS
FILMS
Present Your Training Program
VISUALLY
FACTUALLY
Since 1913
ATLAS FILM CORPORATION
Producer
MOTION PICTURES • • • S
1111 SOUTH BOULEVARD •
CONVINCINGLY
DRAMATICALLY
LIDEFILMS '• 'TV COMMERCIALS
AU 7-8620 • OAK PARK, ILLINOIS
18
BUSINESS SCREEN MAGAZINE
This sensational new record
cuts costs up to 421
More Program time per 12" Disc than on present 16" Record!
( Lp J Long Playing Microgroove
TRANSCRIPTIONS
Before you start any slide film project — see and hear
this great new LP record. Call, Wire, or Write
A DIVISION OF COIUMBIA RECORDS @i.
Tfadt-Markt "Columbia" and Qi Reg U. S. Pal. Off. Morcoi Regiifrodos Ip Trade Mark
New York: 799 Seventh Ave., Circle 5-7300
Los Angeles: 8 723 Alden Drive, BRadshaw 2-S41)
Chicago: Wrigley Building, 410 North Michigan Ave., Whitehall 6000
NUMBER 5
VOLUME 10
19 4 9
19
We take pleasure in announcing
the appointment of
PHILLIPS BROOKS NICHOLS
as
Sales c^anager
AUDIO PRODUCTIONS, INC.
Producers of (^Motion Pictures
for Industry, Education and Television
-K
Saui for "oA Jew jfacts aAbout Qy4idio"
AUDIO PRODUCTIONS, INC.
630 NINTH AVENUE • FILM CENTER BUILDING • NEW YORK, N. Y.
20
BUSINESS SCREEN MAGAZINE
An Employee Film Program That Gets Results
ILLINOIS CENTRAL FILM SHO^\•INGS IMPROVE SAFETY RECORD, INCREASE \\ ELFARE C:ONTRIBVTION'S
YOL'AE ALL HEARD the old adage,
"The proof of the pudding is in the
eating" . . . and it's true. For siibstan-
ti.iiinn vou have only to look to the film pro-
gram and planning work of the Illinois Cen-
tral Railroad.
I heirs is a tight and specific scheduling of
lilius. worked out with foresight and with
definite ends in mind. Onh safetv and em-
|iIo\ee training films are regularlv shown;
t xccutive of the railroad's audio-visual depart-
iiRiu work hand in hand with crew foremen.
|iiii\e to them that films will help their men
tin a better job, and so enlist full cooperation
all down the line.
R \iLRO.\D H.\s .\N Enviable S.afetv Record
Result— the Illinois Central was the safest
railroad in the countiv dining the six month
period ending June 1st. and has been accident-
free for as long as fortv davs at a time. \Vhen
you take into account the mechanical intrica-
cies of modern railroading, and the amount of
equipment in use, that's some record.
Films used by the IC in its shop and crew-
training programs include explanations on
how to avoid muscle strain, safetv in the shop,
specific training films such as a series on rules
for grinding and special purpose films on
company policy. .-Ml films used in the pro-
grams are shown on conipan\ time.
THt:sE Films Hold Real Employee Interest
Films like these really capture worker in-
terest—they show how and why a job shoidd
be done. .\nd the lesson is not wasted. IC's
safety record pio\es that.
Its .\udio-\isual department is not content
to rest on the laurels of the safetv record it
has helped to make. There have been other
problems too.
Latest audio-visual development in this
railroad's bag of training tricks is a successful
technique for the rear projection of motion
pictures under daylight conditions. A portable
standard projector and a translucent screen
set-up provide office and operating employees
with on-the-job showings of soiuid films.
Front-Si RF.\CE Mirror Reverses Picti re
Illinois Central's Library of .\udio-\isual
Aids, under J. T. Hawkinson. achieved this
by taking a Bell and Howell IGmin projector
and equipping it with a front-surface mirror
attachment which directed and reversed the
motion picture image thrown on a translucent
screen so that the image ^vas conect when
X iewed from the non-projector side.
-\ translucent screen with a dull front sur-
face reflecting little incidental light was used.
The best type of screen material turned out
to be one made from a type of draftsman's
tracing paper.
In projecting its films, the railroad found
that it was necessary to turn out lights in
back of the screen, but the brilliance of the
Workers Lire Films: this audience at the
Xational Supply Company plant demonstrate
sound films appeal and interest. tStory on
Page 24 following.)
pp
PI
.w^'lH
H||\
^^. -tm
r
J^^^^^^H
P
^
screen image was undisturbed by light falling
on it from the audience side.
Cl'ts Company Loss of E.mplovee Time
Best point about this technique is that it
allows small, informal showings to be set up
without extensive preliminary arrangements.
Special projection rooms are not required, and
eniplo\ees need not be called away from their
work until the projection ecjuipment is ready
for the showing. This permits projection with
a minimum loss of employee time and without
employees having to leave their offices for
other cjuarters.
Illinois Central has long been sold on the
use of tlie motion picture as a training aid.
and the reason for the confidence v\as illustrat-
ed graphically this year. The American Red
Cross, at 82 departmental meetings, presented
its film ]yill You Be There* to IC employees.
CioNTRiBtTioNs Convince Illinois Centr.al
In spite of a decrease in the potential num-
ber of contributors over previous years when
no film was used, the total amount contributed
was considerably greater. In addition a larger
number of emplovees contributed, and the
average amount given by each employee was
larger.
Showings of Community Fund motion pic-
tures at similar employee meetings had exactly
the same results, proving that the promotion-
al power of a fund-drive picture was no hickv
happenstance.
Since the idiimate justification for anv op-
eration in industrv revxilves around the eco-
nomic ciualifications, the appeal of the motion
picture has certainlv proved itself for Illinois
Central.
Other projection techniques are used where
conditions do not call for IC's rear-projection
screen. .\ standard glass-beaded screen en-
cased in a shadow box is used in certain shop
(co.ntinl'ed on the following page)
NUMBER 5 • VOLUME 10
21
liiiNois Cfntral Railroad employees i>t shops, wan-houses, and other maiutemnue lacilities
alo,ur ,is extensive right-of-way register intense interest in the regular film programs presented
by the company's audio-visual department, one of the most progressive in the country.
Office workers can see sound motion pictures presented adjacent to their regular working
areas on ingenious rear-screen eciuipment such as that pictured above and developed by the
company's film department. Below: IC films are brought to workers for maximum efficiency,
as in this Chmvo shnji scene. Workers appreciate, closely follow such training films.
K Films Get Results:
(continued from the preceding page)
locaiioiis, and slaiifUnd projection techniques
are employed when motion pictures are
screened in a passenger coach or dinin>; car.
Howe\er, ihe simplicity ol operation, the
1)1 illiaiue oi (piality, and the economic aspects
ol this rear projection method indicate that
ihe Illinois C:entral will be using it more and
more in the lulure. Other industries might
ImkI it llie right track, too.
lint whatever (he equipment in use, the film
itself is the reason for success or iailure. And
Illinois Central has proved, to itscU, to its
employees, and to charitable organizations,
that an efficient film program is an effective
means to an end.
Mobile Film Showings to Reach
Seaboard Airline Railroad Workers
■k Ouick to see and appreciate the results ol
an employee film training program, another
organization has enlarged its visual-aid pro-
gram to include use of mobile movie circuits.
Already noted for the effectiveness with
which they use training techniques, the Sea-
board Airlines Railroad is now bringing the
picture to the worker instead ol the worker
to the picture. Result is saiislactory to both
management and workers alike. Emplo)ees
appreciate the picture quality this new system
permits, and management sees the advantage
in the time sa\ed because of lack ol necessity
ior workers to travel and assemble a( a central
projection site.
Key to the project are eight mobile triuk-
theatres, which cover every foot of track in ihe
railroad's lines. Ampro Premier-20 16mm
sotuid projectors provide the picture, which is
as easily visible in the railyard (see pidure)
as in an auditorium.
This method ol bringing safety, edmalion
and job training films to workers as their work
spots is gradually growing in acceptance
among those industries which have highly de-
centralized operations. The problem is to
serve the greatest number of job sites at the
least expense, and Seaboard has found one
solution.
Seaboard's mobile film unit brings films to
zeorkers along the Eastern railroad's right of
way. Pictures arc easily visible witli standard
Amprosound Iftmm ecjuipmcnl whith is used.
USINE5S SCREEN MAGAZINE
EACH riESDAV THRC)L'C;H()UT (he
\iai is "M<nif l)a\" at ilu- l>i;j; Mars
caiulv [jlaiil <m C!liirai>o's ucst sitlc.
()i ii;iiialt(l l)\ llitir Kni|)li)\cc Rilatioiis ilf-
panincnl. this poliiv ot liiiiiishiiii; cntcnain-
iiiciit [hioiigli film showiiif^s has an iiiurestiiig
liisioiy.
AboiU lliix-c years ago. thr inaiiagcinciu of
Mars, liiccirporaifcl ileciclctl to use a small
Kimni projiitor to show movies at safety
uuriings, foi emeu's discussion coiircrences,
and sales meetings. Shortly after that, a repre-
sentative of the United Slates Treasiny De-
partment called legarding a film. Aniriuii. l)tr
tiiitiiliful. and suggested it be shown to small
groups of employees. After considering the
|«)ssible locations for the showings, it was
decided to place a screen iir a corner of the
large cafeteria and present the picture to all
employees wlio congregated tliere for lunch
and rest periods. This film, describitig the free
enterprise system and higlilighting the natural
beauties of .\merica, was so enthusiastically
reicived by the employees that a policy of
presenting movies once weekly for all three
sliitts was decided ii|)on.
Every Tifsua^ Is "Movtir Day " .\t M.\rs
All employees are entitled to a fifteen min-
uie test period before and after lunch, and
a thirty-minute lunch period, so it was thought
best to show a one-reel sports film dining the
first rest period, and a twenty to twenty-fi\e
minute travelogue, or sponsored film, during
the lunch period. The second rest period is
pepped up with a one-reel comedy, cartoon,
or musical film. Rest periods and lunch pe-
ods are staggered throughout the day so each
of these pictures is shown over and over until
all employees have had an opportunitv to
see the productions.
Because the majority of films used are avail-
able in the Chicago area, it was decided to
have one of the Mars trucks pick up the film
on .\Ionda\ and letiuii them on W'ednesdav
of each week . . . thus establishing Tuesday as
".Movie Day".
The management at Mars, in striving to
present a well balanced movie program, make
use of a laige library of film source catalogues,
and endeavor to sustain the interest of the
Tl>e facade of the Mars candy factoi-y in Cliicago resembles that of a country cliih.
Workers like Movies at Mars
PLANT CAFETERIA BECOMES A FILM THEATRE E\ ERV TUESDAY
emplovees by showing entertainment and edu-
cational films, and occasionally screening safe-
tv, health or inspirational pictures.
E.vipLOYEE Relations Program Plus!
In February of this year, a 16nim arc carbon
projector and a 9 x 12-foot wall screen were
purchased to improve the tiuality of the pro-
jection, and to permit a laiger nmnber of peo-
ple to see the screen from any point in the
cafeteria. .\ professional job is being done in
presenting these movies, and it looks like this
program will be in effect for many years to
come.
In addition to rest periods and motion pic-
tures. Mars Employee Relations program in-
cludes an annual picnic for the families and
friends of employees. The events are designed
to include something for all members of the
familv, regardless of age. Here, too, the medi-
um of movies is used. Eight or ten cartoons
are presented for the kiddies" entertainment
in the afternoon. There is also a yearly golf
tournament, an annual Easter Egg hunt for
the children of Mars employees, and a Spring
dance, which is held at one of the large down-
town hotels. Recently, a gun club, with skeet
and trap shooting ranges, was purchased for
the Sportsmen's Club, with a clubliouse on the
grounds. Interesting sports films are shown at
the monthly meetings.
Candy F.^ctory Lcxjks Like Cointry Club
These things have had a great deal to do
with Mars' success in the candy bar business.
The plant and grounds are also a strong link
in the chain. The building is a California type
of architecture which could easily be mistaken
for a large country club, night club, or any-
thing but a candy factory. Beautiful creeping
bent lawns lead up to tlie well landscaped
(CONTINUED ON THE FOLLOWING P-\GE)
Efficient arc projection equipment, and a screen hung high enough Mars workers make attentive audiences: eagerly look forward to each
to be visible to all make the Mars cafeteria an excellent film theatre. Tuesday, which company's management has designated as "Movie Dn\."
(CONTINUED FROM THE PRECEDING PAGE)
building itself. The geneial office resembles
the foyer of a large theatre, or the lobby ol an
attractive California-type hotel. Soinid is
muted, the floors are thickly carpeted, and
there is plenty of illumination from the in-
direct lighting.
The man «ho built such an luuisual plaic
is the same one who started the business in
1920 in Minneapolis, Frank C. Mars realh
started from scratch by \ending from liouse
to house, and from store to store, tire candy
which his wife, Ethel, made in her kitclien.
By 1928, the business had grown to such
huge proportions that it was moved into its
new and muisual building on Chicago's west
side. Along with the mo\e went most of Frank
Mars' employees, many of whom are now in
top management jobs with the company.
OixiRsintD Program Maintains Interest
One of the things this management has
learned is that it is best to have a well diversi-
fied program, in order to maintain interest in
employee film showings. Free films sponsored
by other industries, showing how their prod
nets are made, have probably received the best
response. Modern Talking Picture Service,
witli their himdred-odd sponsored films has
been an excellent source, fn order to eliminate
the possibility of duplication, an index is kept
of all films shown. In this index is noted the
name, type, source and running time of each
picture, and whether it is black and white, or
in color.
The innnense employee interest has been
demonstrated by the many anxious incjuiries
when, tor variotis reasons, it has been necessary
to change "Movie f)ay" to a day other than
Tuesday. Mars, f ncorporated, with three years
of experience have definitely proven that an
industrial movie program is ])art of a soinid
Employee Relations policy.
With due regard for its employee's persona!
likes and dislikes, Mars has demonstrated the
interest power of ])lant movies.
.Above: This efficient Ifniuii ii re projector
is a basic factor in Mars plant showings.
Sound films deliver a safety message to t.'iese intciested \ational Supply -workers.
National Supply Company Brings Safety
Films To Its Workers At Their Jobs
■k An effective method ol promoting safety
by use of motion pictures is being practised at
the Ambridge, Pennsylvania, plant of The
National Supply Co.
Projection equipment is set up, and pic-
tures shown to worker groups in the particular
area of the plant where they work— and on
company time. In the year and a half this
program has been in operation accidents have
dropped, and a good part of the reduction can
be attributed directly to the film program.
Most of the films, from National Safety
Council and similar sources, run about fifteen
minutes. A regular 16mm soiuid projector is
used, but mill noises require the addition of
an outdoor type of directional speaker. To
keep constant audio and picture brilliance in
some locations a voltage regulator is necessary.
.No difficulties have arisen with screen design,
however, and a six-foot surface without a
hood or shadow box has been found adetjuate.
Reason behind the showing of films in
work areas, rather than at a central location,
was the belief that projection where employees
work makes them feel more at home and
more receptive to suggestions embodied in the
salelv (ilms sliown.
Illinois Bell Company Surveys Employee
Reaction, Preferences In Film Program
■k Here is intelligent film program planning—
lonclusions drawn from recent surveys con-
ducted among employees will govern the
h.imework of luture Illinois Bell Company
film showings. In this way the company hopes
to produce the most satisfactory presentations.
First step in this planning was an analysis
made during the noon hour movie program
series conducted this spring for Bell Company
employees in its Chicago central area offices.
Showings were held between 11:30 AM and
1:30 PM— which meant -that employees had to
gi\e up a part of their lunch period to attend
a show. Not only that, but showings were
held in a building a block distant from most
offices. Vet average audiences ran to 517, with
one group clocked at 757.
Large Majoriiv Favors Film Showings
During the fourteen-week period compris-
ing the series, employees were interviewed and
asked how they felt about the programs. This
was the primary interview. Of those checked,
fi79{ of the men atid 44% of the women had
attended showings. 86';f of the men (with
8';;, holding no opinion) and 89% of the
women (with 9%, holding no opinion) com-
mented favorably on the project.
Some of the comments were illuminating.
.\n occasional complaint was registered on
the subject of 16mm tjuality. Many liked the
variety of subject matter shown from program
to program. Only conclusion which could be
diawn from this survey of opinion was that
the average Bell employee enjoyed the film
programs and would attend them even if it
was inconvenient to do so.
Since an apparent justification for the film
series, in terms of employee attitude, existed,
next step was to analyze the content of the
films in terms of preference rating.
"Free Enterprise" FtiM First Choice
At one of the last of the film showings in
the series, employes were polled as to their
rating of films they had seen. For purposes of
analysis the audiences were broken into three
categories — men, women and mixed groups.
Then the votes were totaled.
Goodyear Tire and Rubber Co.'s A Letter
From America took the top place in each
woiker group. When you consider that this
was not a color production, and that it had
been shown early in the series (which knocks
24
BUSINESS SCREEN MAGAZINE
I
out the |)(issil)ilit) of iniintdiatc rctciitivity) ,
■ its selection as top ilioicc might seem siii-
i pricing-
The sigiiifuaiue ol this choice lies in the
' hint itself. Produced l>y Wilding (and rc-
\ ievved in Number 8, Xolunie !) of Blsixkss
; ScRKK.N) A L,etler is the life ston' of an Amer-
ican worker, horn under tyranny of an Old
World go\ernnient and blessed by the benefits
of the land of his choice.
Cioodyear (iuures only incidentally in the
story — the prime purpose for its prodiiciion
being (ioodvear's belief that industry can and
should light to preserve this coinitry's prin-
liples of Ircedom.
Favorites following Letter were .Santa Fe's
('•rand Canyon. Treasury Department's Be-
hind the Xation and Voseniite Park's Ski
Thrills and Harding's doing Places.
Four .\T!tT films were included in the
schedule: Slepfying .Hong With Telei'ision,
Coaxial Cable, .4 Million Times A Day and
Before Your Telephone Rings.
Travel fans were pleased with Santa Fe's
Summertime in Yosemite, the Holland Bulb
Growers' Holland Blooms .igain and the
N'orihwestern Railroad's Song of The Pioneer.
These last two were obtained from Modern
Talking Picture .Ser\ ice. national distributors;
others came directly from sponsor concerned.
Illinois Bell Company had a twofold pur-
pose in ol iginaiing the film series — to create
that pause that refreshes, and to have an op-
portunity to present company productions.
With surveys such as these, they now have
practical insight into tlie problems involved,
and at least a good guess what to do next.
Programs of Free Films Available
■k One of the most useful ser\ices now avail-
able to Amei ican business and industrv is now
being provided through the 26 regional film
libraries of .Modern Talking Picture Service,
Inc. These distributors of free sponsored
sound films aie offering selections of more
than 100 films ilirough two plans: one is
called "The Film of the Month" and the other
provides ".\ Program Service for Weekly Em-
ployee Showings."
Write Modernis headquarters at 9 Rocke-
feller Plaza. New 'V'ork City, for complete de-
tails of these free film services.
THE FILM
OF THE
MONTH
A Free ^^ff^
Program ^p|j
m^^\
ferlv,
eefc/y
'»^^s
MODIIN TALKING/
"'/ "CTO
Here's How It Works at Kewaunee
COMPANY PRESIDENT CITES SUCCESS OF TWO-YEAR PROGRA.M
or PLANT SHOWINGS AND GI\ES DETAILS ON HOW TO DO IT
by C. G. Campbell, President, Kevvauiiee Maiuifaduring Company'--
MO I iC)\ I'lC 1 IRKs 1"R()\ IDE a
popular and enlightening medium
ol contact through audience appeal
and emotional impact most easily understood
and assimilated bv audiences to whom the-.
are directed. When rounded out by oth.er
facilities ;it the disposal of man.igeiiient todav.
such as factory nevvspajjers, personnel contacts,
etc.. movies leave little to be desired in the
viav of getting management's message to tlie
individual employed by private enterprise.
"The Kewaunee Manufacturing Companv
has used motion pictures for this purpose for
the last two years with what we believe to be a
good deal of success. Reasonable first costs for
necessary motion picture equipment, low an-
nual maintenance costs and reasonable film
rental all considered together make this proj-
ect very desirable from a cost standpoint.
Films to S.\tisfv Every Interest
"Our scheduled movies, as a rule, cover the
following subjects: health and safetv; liroad
employee education in other industries whose
materials we use in the manufacturing of our
product. Specialized films covering specific
skills, trades or operations encountered in our
plant: business films accjuainting emplovees
with management function and problems and
suessing the benefits received by all of us un-
der the .\merican system of private, free enter-
prise. Films issued by the various branches of
the Federal Government dealing v\ith all as-
pects of civics and the operation of the .Ameri-
can Government add to our program. To add
variety, and in order to keep up interest, the
above types of films are supplemented with
comics, travelogues, news-reels and sport
films. We also feature films issued bv different
State Governments, showing their vacation
lands and these have been welcomed by our
employees in helping them plan their vaca-
tions.
"Just sufficient light is provided while the
Canadian AVorkers See Programs
Provided by National Film Board
♦ Film audiences like the one at
tthe right are typical of Canadian
plants and business firms utilizing
the facilities and films provided
throughout the Dominion bv Can-
ada's National Film Board. This
program, which gained its real mo-
mentum in national service during
the war, has also served thousands
of communities in Canada.
* The mss. for this article was originalU
presented bv Mr. Cani|jbell at the recent
national raeeling of the Scientific Instru-
ment Manufacturers' .\sscKialion,
movies are being shown to enal)le our em-
ployees to eat while watching the movies with-
out interfering ladicallv with the projections
of the film. This is essential in our case as :>ui
mi:vies are shown in our cafeteria area, the
|)ictures being projected over the heads of the
|)eople on a screen hung in a shadow box. Our
experience indicates that colored movies hold
the interest of our employees more than do
black and white film, and that a program
which centers on the more informative films
occasionally mi.xed with a subject of a lighter
nature such as comics, sports or travefijgues,
is adetjuate to guarantee any such program
from not becoming monotonous.
XlCKEL-Nl RSINC C.W ExUANCtR ProCR.WI
"In selecting sound equipment for a pro-
gram such as we have been discussing, it is
well to keep in mind that a sixteen millimeter
projector is advantageous as compared to a
thirty-five millimeter projector because many
of the best types of educational films are not
available in thirty -five millimeter width. .\Iso,
our experience indicates that the difference in
cost between the best equipment available and
the cheaper models on the market today is
slight, but the difference in performance as
regards sound and projection clarity is so great
that you cannot afford to jeopardize the suc-
cess of vour ])rogram bv using inferior equip-
ment.
".\ survey of film costs over a two year
period indicates the following: Film rentals
averaged S65.0O per month plus return post-
age, and parcel post insurance per month
amounting to SI 3.00, making a total expendi-
ture of S78.00 a mondi for ])roviding films.
Our film serv ice reciuires a film for each work-
ing day in the week or five films a week.
This averages 22 films per month, and with
employee attendance as mentioned above, this
brings the cost per employee who actuallv sees
the movie to Ii/ic per showing. (This figure
(CONTI.NLED ON THE FOLLOWING PAGE)
Plant Filfflsjit Kewaunee
(CONTINUED IROM IHl, PRKCI-DING PAGF.)
does not iiuludc 1 hoiu lime a day lor oper-
ator running pvojttior; neitlicr does it niclude
depreciation of eqnipnicnt).
-The total equipment required lor a lom-
plcte installation such as we use consists of
the lolUnnns-; Bell & Howell 16mm projector;
projector stind; Bell & Howell film splicer:
Radiant Mfg. Co. roll up type beaded screen;
shado\v box constructed of plywood painted
black to eliminate light lellcction; spare parts
for i.rojector consisting of 2 extra projection
lamps, one extra reel and extra belt drives lor
machine.
l'n^M(;AL Si iia' roR Showing Described
■•\U of the above equipment totals .$977.00;
standard practice recommended seems to be
l„ depreciate this equipment over a five year
period. Maintenance is so small as to he
practicallv non-existent providing that mstrnc-
lions received with etiuipmcnt are loflowed
carefullv.
"Oursct-up is as follows: Employees watch
IMCtuies while seated at cafeteria tables during
lunch hour. Shadow box is located directly
on wall ai a height 52" above floor. Projector
is located on projecting stand mentioned abov e
at a distance of 3.5 feet from screen. At this
distance, picture projected on .screen is /:>"
long X 5r." high. C:afeteria tables arc located
in area between projector and screen and m
this way picture being shown is projected
above heads of employees. Windows in cafe-
teria area are painted to minimize outside
light entrance which would otherwise allect
clear projection of picture.
Where Can Inuusvrs Imnd Films?
"Many sources for lUm procurement are
open to you for group showing of film. By
subscribing to BusiNE.ss Screen magazine you
can at all 'times keep abreast of the latest films
being released by industry. Most of these films
are available for a $1.00 or $2.00 handling
charge. For a National Directory of Visual
Education Dealers we suggest you secure a
Plant the.vere at Caterpillar Tractor in
Peoria provides n permanent jacility for all
types of employee and management proi!,yam
requirements at this eoncern.
copy of BrsiNi'-ss Screen magazine, ol any
current issue. Single copy price :m. This will
put you in touch with the nearest dealer in
^(lllr'area who can then provide your retiuirc-
ments as to both quantity and selection of
films. Your only responsibiliiv then lies ni
seeing that these are returnetl ai the time
a;'reed upon; in good londilion by parcel post,
insured for the value of the lilni. This is the
„uihod we use :iiid it h:is Ixen vcrv satisiac
tor\.
■Manv olher sources are open to you lor
film procurement if you wish to use them.
National Fire Underwriters oiler Fire Preveii-
lion films. National Safety Council, Inc., 20
\. Wacker Drive, Chicago 6, 111. olfers a guide
of safetv films prepared by the Editors of
Business Screen. Industriat Training films
arc available from the National Metai Trades
Association, 122 S. Michigan Ave., Chicago 3,
III. Catalogs may be secured from the U. S.
Department of Agriculture, State Departments
of Conserxation. Practically all of the states
maintain film libraries at the Stale Universi-
ties, films being available on a low rental basis.
There are many more that inquiries wotikl
disclose.
Films Make Friends. Increase Oi'Tplt
"The favorable reaction ol our employees
to the above phase of our emplovee relation
program, evidences itself in many ways, the
most important arc as follows:
(1) Worker interest in all phases of business
has been aroused particuiarfy as regards labor
s:i\ing devices and methods, some of these
ideas' being taken diiecily from movies shown
in our plant.
(2) Considerably more toler;ince toward man-
agement problems bv employees indicate thai
lihns such as hi Balinue have been successlul
in presenting management's message to om
employees.
(3) Other manufacturers in the city of .\drian
have advised us that their employees have
been told by their workers of our practice of
showing motion pictures daily and have com-
mented on this favorably, their information
(oming from our workers. This has helped in
establishing the belief that ■Kewaunee is a
good place to work'.
.Any Company Can Derive Benefits
"In conclusion, we believe that any Manu-
facturer who sells the American System of Free
Enterprise, through any medium available,
direcilv to his employees in the best way he
knows how. and who sincerely believes in fair,
impartial treatment for the associates working
with him; for a long enough period of time
so that his sincerity of purpose has been estab-
lished, will enjoy good labor relations even
ihoiigh ill the years course he is guilty of some
human error, his general fairness will be
understood and his labor relations will be
excellent."
Editor's Note: We are indebted lo Mr.
Campbell, head of this Adrian, Michi-
gan, concern, for his thorough jiresenta-
'iion ol this subject. It will benefit many
plant executives seeking this kind of de-
tailed data in this important field.
How Large Are Plant Audiences?
* Employee Film Showings reached a high
,„,int of national popularity during the war-
time showing ol incentive and government in-
formation fifms. Its swift decline in the first
postwar years has now been gradually recov-
ered as both labor and management olficials
realize the many benefits of films.
One definite indication of the vatuc and size
of the potential audience wiif be derived from
the above report forms supplied at our re-
quest bv the midwestern regional office of
Modern Talking Picture .Service, Inc. in Chi-
cago. These Modern reports, covering only one
film apiece, sent to just three Chicago area
concerns as part of their extensive free film
programming, total 7,250 workers.
The pictures. Song of the Pioneer. Trees
and Homes, and Our Ameriea. are typical of
industrv-sponsored films which are finding
wide popularitv among workers. Other popu-
lar titles inclucle Shortest Way Home, Green-
Hal-vest, Behind Your Radio Dial. Trees lo
Tribunes, and Holland Itlooms Again.
From gardening to home decoration, thrift,
iraxel, opportunity, and similar subject areas,
plant program arrangers find plentv of ma-
terial lo keep a weekly show going in ihe cale-
teria, on plant floors during noon-hours and
in regular auditorium facilities where they
may exist in plants.
These films, combined with rented sports.
entertainment and cartoon material, make
plant showings popular and easily arranged.
BUSINESS SCREEN MAGAZINE
26A
Film in Industrial Safety Training
• AN ABSTRACT OF THE RECENT HAR\ ARD BUSINESS RESEARCH STUDY •
l>\ Paul R. Itrnaiiii'). Harvard Business ScIkioI. Division of Research
MWAC.KMEN 1 has a social responsi-
hiliiv to prove lu injuries to its em-
|>lo\ees. U'liilc \vorkii\en"s coni|)en-
snlion hnvs in the 48 slates provide injured
eMiplo\ees or their dependents with some re-
lief, these laws in themselves do not reduce
acciilents in industry. Business manaj;enient is
ex|)ected to pi<)\ ide not onh a fair reim n tor
a dav's labor, but also a safe working en\ iron-
mem for the laborer.
Because of humanitarian considerations, the
high costs of accidents, and the importance of
a low accident rate in employee and commu-
nitv relations, top management cannot disre-
gard industrial safety. .\nd since industrial
Siifetv is impossible of achievement without
their active participation, leading executives
must directlv concern themselves with the
problem.
Empi.ovfes .Mist Bi; "Safi^tv Consciols"
Four basic courses of action by which indus-
trial accidents can be reduced have \yeen in-
dicated; proper selection and placement of tlie
person for the job, impro\ement in the design
of machines and ecjuipment, improvement in
operating procedures and practices, and im-
provement in training methods. This study
is primarily concerned with the fourth course
of action. Little can be accomplished unless
employees are trained in specific safe practices
and educated to recogni/e unsafe conditions
of work. Rules of safetv must not onlv be
known bv emplovees: thev nuist also be ap-
plied. Thus safety training includes both in-
struction and motivation.
The objective of safety training is to de-
velop a group of employees who can work
free of accidents. The heaviest responsibility
for training rests with the supervisor who
from day to day must instruct workers in safe
performance and make sure that his instruc-
tions are carried out. Informal safetv training
' by supen isors is buttressed in manv companies
by more formal training meetings in which
safe practices are given further emphasis. In
these meetings, also, an attempt is often made
to encourage employees to develop "an atti-
tude of safetv."
Films Devklop Motiv.\tio.\ of Workers
Conflicting cultural and emotional influ-
ences present obstacles which limit the imme-
diate efficacy of training. These conflicting in-
fluences should be taken into account in de-
veloping training material.
How can films be used to contribute to the
attainment of a favoraljlc safetv record? From
an instruction standpoint, the visualization of
procedures, which films provide, equals and
in many cases exceeds what ime mav learn
from acttiallv obscning the operation in ques-
tion. From the standpoint of motivation, a
number ol the safety directors who were in-
terviewed stated that the power of films to
motivate individuals is perhaps their most im-
portant attribute. In the first place, a well-
produced film, through its wide range of sub-
ject matter, plot construction, suspense ele-
ments, and character development can arouse
interest in a subject. Secondly, a film can bring
about a process of self-identification with the
characters portrayed. Finally, in contrast to
most other training media, the film can ap-
peal to the emotions of the group.
S.AFETv Directors Cite .\d\axtaces
Numerous claims as to the advantages of
films for safety training were made by the
safety directors who were interviewed. These
advantages were stated as follows: "Facilitate
communication of safe practices": "motivate
employees to desired action": "stimidate dis-
cussion of safety": "add interest to safetv
meetings": and "permit easier, faster, and
more thorough training." These same safetv
directors also found certain faults in some of
the curientlv available films. These were
"don't apply": "divorce safety from produc-
tion": "contain errors"; "not in workers'
The Objectives of This Studv
•k Industrial safely training is recognized
as an integral part of job teaming. How
to make this part of the training process
most effective, however, has yet to be
determined. Human problems of mo-
tivation and behavior, questions of ad-
ministrative responsibility, organization-
al relationships, and educational meth-
ods all are involved in industrial safety
training. This inquiry into the use of
films for such training purposes helps to
highlight some of these basic problems
-while at the same time it records and
interprets concrete experiences of -vari-
ous companies in the use of this method
of training.
This study by Paul R. Ignatius, In-
structor in Business .-idministration, not
only deals with certain major technical
problems connected with the use of films
in industrial safety training but also re-
lates them to the broad field of audio-
visual training aids. This project is a
part of the visual aids research program
at the Harvard Business School. To de-
termine the extent to which films and
other training aids are employed b\ in-
dustry and the opportunities for their
more effective and -widespread use is the
purpose of this program.
idiom"; "contain too much information";
"dated": and "imperfectly visualized."
1 he advantages of films in industrial safety
training must be tempered by an important
modilving consitlerat ion — problems inherent
in the utili/ation of films, .\mong these are
the difficulty ol locating available films and
their sources, the need for adequate equi|>
ment and space for film showings, and the de-
velopment of effective utili/ation techniques.
.•Vlthough films arc listed in a number of cata-
logues which are obtainable, the descriptions
of films are often not complete enough to dis-
close whether a given film may be potentially
useful for a particular training problem. Ex-
tensive previewing of films, a laborious task,
is therefore necessary, .-\fier obtaining a film,
the safety director must plan its use so that it
will be a meaningfid experience for emplovees
in terms of the hazards and problems they
face on their jobs from day to day. Various
techniques, such as introductory statements,
motivating questions, discussions, quizzes, su|>-
plementary pamphlets, and the like help to
achieve this objective and also can increase
the amount of material learned and retained
by the men.
Take Makeshift Co.nditions in Stride
The value of films is also determined to
some extent by the physical conditions under
which films are shown. Ideal conditions are
seldom available, and in most companies ar-
rangements for showing films are at best make-
shift. This is particularly true with regard to
shop meetings held by foremen.
In most of the plants visited in connection
with this study, safety training is carried on
during the regular working dav and on com-
pany time. This necessitates interruptions in
the schedule of work, but the usual alterna-
tive is to hold meetings on overtime whicli is
objectionable to some workers and often inor-
dinately expensive for the company.
Films Havf Fdir Primary .\ppe.\ls
In the films which have been studied, four
main appeals or approaches to the subject
matter stand out: the logical approach, the
appeal to proficiency, the appeal to humor,
and the fear approach. The effectiveness of
these four appeals is difficult to evaluate. .Also,
regardless of the appeal which is emphasized,
there will still be an underlying current of
fear in all safety training. There are, how-
ever, important distinctions in each apjjeal.
In general, it seems that the fear appeal should
be avoided: an appeal to the employee's de-
sire to be proficient or a logical treatment of
the subject matter is a sounder approach to
follow in safety films. Humor, too, has an im-
portant place in safety films, although it can-
not be justified if it obscures the essential
seriousness and dignity of the subject matter.
In most companies which use films in their
safety training programs, the films used are
those which are commerciallv available. A
small number of companies, however, have
undertaken the production of films primarily
for their own use. Often these films have been
(C O .\ T I N I' E I) O N PAGE FORT V-E I G H T )
NUMBER 5
VOLUME 10 • 1949
27A
BUSINESS SCKE,
HIGHLIGHTS OF CXEVELAND'S RECENT SECOND ANNUAL FILM FESTIVAL
Cleveland Film Critic Ward Marsh (Cleve-
land Plain Drciler) presents Festival "osear"
to Dale Cannon, Chairman of Employee Films.
Femival LUMiNARiLh (left to right)
Harold R. Nissley. President, Cleve-
land Film Couneil: Alliin H. Mo-
Sensen, guest speaker.
Cleveland's film enthusiasts from industry, education and community groups gather
at the second annual Film Festival Dinner where "Oscar" awards were presented for
such films as "Our Silent Partner" (East Ohio Cras Company): Diagnosis^Datiger (St. Paul
Mercury Indemnity Company); "You Can Tell by the Teller" (Ohio Bell Telephone
Company); "A Letter from America" (Goodyear Tire & Rubber Company); "Strange
Interview" (General Motors Corporation) "Picture in Your Mind" (International Film
Foundation); Princess and the Dragon" (Sterling Films, Inc.) "Your Children and You"
(British Information Services) "The Loon's Xecklace" (Crawley Films, Ltd.) "Glacier
Park" (Paul Hoefler): and "Answer for Anne" (American Lutheran Church).
1,800 at National A- V Convention
INTEREST IS KEEN AS DEALERS AND EDUCATORS HOLD
ANNUAL MEETINGS AND ATTEND LARGE TRADE SHOW
EVEN THE WEATHER welcomed the
1800 dealers and delegates attending
1949 Audio Visual Convention in Chi-
cago. Until almost the week-end preceding
the convention streets were steaming under
the summer sun, but as registration opened
for the Film Council of America, National
Association of Visual Education Dealers and
Educational Film Library Association, the
weather broke and cool bree/cs fanned Chi-
cago brows.
Pivot of the convention was the NAVED
conclave, held in the Sherman Hotel. .At-
tendance was up to previous standards, but a
different atmosphere was apparent. Gone was
the happy-go-lucky seller's market mood. Ex-
hibitors and dealers were serious, fully aware
of the necessity to explore market areas for
all they held.
Dealer meetings reflected this determina-
tion. Bell and Howell and Ampro held well
planned sessions at which dealers and sales-
men were briefed b\ highest company ])er-
sonnel. Ampro's meeting underlined the po-
tentiality of the school market, stressed the
new building activity going on in that field,
the factor of birthrate as affecting future
school attendance. Bell and Howell officials
used a novel approach, setting up se\eral deal-
er clinics co\ering marketing phases and fields
and tieing ihe package together with a rail-
road theme.
Cathedral Films, EB Films and C>>ronet fn-
structional Films were a few of the others who
held well attended dealer meetings.
Registration for convention acti\ities proj)-
er began Julv 29. and sessions ran through
August 3.
■A convention highlight was the national
conference called by US Commissioner of Ed-
ucation Joseph McGrath and attended by
visual leaders or their appointed delegates
from 36 states. USOE representatives in charge
were Floyde E. Biooker, Chief of Visual Edu-
cation of the Office of Education and Franklin
Dunham, Chief of the USOE Radio Section.
Panel gatlierings drew many of the regis-
trants. \Vell attended were talks on Film Dis-
tribution Problems (by Laurence Saltzman,
NYC) , 'Our Educational Market" (by God-
frey M. Elliott, vp of Young .America Films) ,
Fair Trade (condticted by Herman Waller,
XAVED attorney) and Selling and Serving
Business and Industry (led by Robert L. Shoe-
maker of the Operadio Mfg. Co.) O. H.
Coelln, Jr., Publisher of Business Screen
closed the convention with a summarization
on markets, market needs and potentialities.
Don \\'hitc, X.WED executive secretary,
announced the new officer election results
during the convention. Chosen as the presi-
dent was Jack Carter of Raleigh. N. C. Re-
elected as 1st vice president was Hazel Cal-
houn. .Atlanta, Georgia, while .\farlin Stoep-
pehverth of Indianapolis is new 2nd vice presi-
dent. Keith South of Minneapolis is secretary
and Ken Lilley of Harrisburg. Pennsvlvania,
treasurer. Regional directors are A. H. Rice,
>faiuhester, N. H.: Frank Rouscr, Knox\ille,
28A
BUSINESS SCREEN MAGAZINE
Iiiiri.; |.uU l.iui.s. W iiliii.i. K.ins.u. .uul W il
1 1,1111 Diniiis, l.os Ani>cles. Dirctiois al large
,iu Scipliir HohiK'. Piinccion. \. j.. and Ray
s\i.ink 111 Si. l.oui'..
N.WEl) sccivcarv While luid lliis lo sa\
about ilu- convention, "Foi the budclinj) audio-
visual industry, this convention marked a
milestone; il was the first combined industry
sliow, the Allied Non-Theatrical Film Asso-
ciation having merged with NAVED early in
UM9.
•'For the seioiid successive year NAVEL)
served as host to the annual meetings of three
other organizations. I'he Film Council ol
America, tlie Educational Film Library .Asso-
ciation and the Midwest Forum on .\udio-
' Visual I'eathing .\ids.
Continuing. White declared thai " The .Asso-
ciation is to have three or possiblv lour region-
al meetings earlv next vear. instead of the six
held previoush."
Members ot the Film Ciouncil of .\merica.
holding their second annual gathering during
this same period, elected new officers too. Dr.
Robert de Kieffer of Stephens College is the
new president, with John Cory, exec. secy, of
the .American Library .Association becoming
chairman of the FC.A Senate. Ed Stevens of
the Stevens Picture Corp. is the new FC.A
Senate secretarv -treasurer.
FC.As annual report, read bv Glen Burch,
executive director, indicated considerable
progress in the attainment of FC.A aims dur-
ing the \ear. Council banijueteers heard addi-
tional plaudits as Bell and Howell's president
Percy lauded members" work and accomplish-
ments.
Several hundred educators met at EFL.A-
sponsored panels and seminars, covering sid>
jects ranging from Problems of Distribution.
Maintenance and Storage of .Audio-Visual Ma-
terials to \\'hat Is the Role of the Commer-
cial Producer.
Dealers, educators and Film Couiuil mem-
bers could walk the rows of exhibits and run
a gamut of audio-\ isual ecjuipment. Projectors
were humming Irom the time the doors first
opened until electricians dimmed the lights.
» « *
U. S. Office of Educatio.n loiulinw xnsiial aids
staff pictured during the Chicago convetition:
(I to r) Stan Mcintosh; Bill Griffiths: Seerley
Reid; Harry Sherrill: Mrs. Inez (irisun)ld:
Floyde E. Brooker (chief, visual aids): Paul
Reed: Al Rosenberg: and O. H. Coelln. fr..
who assisted on the manual program.
lAVA Meets at the Dearborn Inn
• SPONSOR GROUP REVIEWS CURRENT PROBLEMS AT TWO-DAY SESSION •
DF.XRBORN, Michigan was the meet-
ing place lor this year's spring con-
thive of the Indusuial .Audio-Visual
Association, and although attendance was low-
ceilinged bv business and industry activities
at that time of year, considerable ground was
covered. 1 he two-day sessions were held at the
Dearborn Inn.
Recent indusuial films and their case his-
tories were reviewed by attending members.
Shown were .Allis-Chalmcrs' Operation Snow-
bound, a study of the operations of the Army
and industry in licking the snow disaster in
the west last year; Kraft Food's The Cheese
Family Album, a pictorial history of cheese
making from the beginning of time; Dow
Chemical's Air, Water and Waste, a technical
motion picture depicting the problem of waste
disposal in the chemical industry; Swilt and
Co.'s Senic You Right, an institutional film
designed to portray Swift, its products and its
people; Sipiibb's The House of Squibb, an
institutional film designed for foreign show-
ings and Johnson and Johnson's Sell .4s Cus-
tomers Like It, an effective depiction of the
important points of selling.
.AN.A Film Committee Report Noted
Minutes of the Film Steering Committee of
the .Association of National .Advertisers were
read to LAVA members by William Bastable
of Swift and Co. Covered were discussions of
the Film Committee on the subject of coor-
dinating activities of their group with work
of other ANA committees— Radio and Tele-
vision, Educational .Activities, and Public Re-
lations. Current projects-a catalog of AN.A
members' films, a film distribution study and
an .American Library .Association project were
also described.
.An I.A\'.A session chairmanned by W. Gross
of J. \\'alter Thompson, covered the business
film-commercial theatre problem. Statistics
given disclosed that of 17.500 theatres operat-
ing today, 10,976 are a\ailable for the screen-
ing of advertising films. Average weekly at-
tendance at these almost 11,000 theatres is
estimated at 45,649.180. The total population
in the 6.585 localities where these theatres are
spotted is 72,513.600.
Reach Lar(,e Percentage of Consumers
One national advertiser who made an ex-
haustive test in the medium reported that.
The consumer survey showed that we
reached 69"'^ of all families in the movie
towns (in a six weeks test) . Of tliose inter-
viewed, 75% identified the sponsor and
60% remembered the advertising message.
Comments b\ consumers were almost 100%
favorable."
In some areas advertisers may find all t\pes
of theatres available to them — froni down-
town first run houses to small neighborhood
shows. This is not true in all cases, however.
VOLUME 10
19 4 9
111 I he larger metropolitan centers there is
less chance of using downtown first run hous-
es, but in smaller cities nearly all classifica-
tions of theatres are available. Some important
theatre circuits, primarily Paramount-partners,
are available, although some Hollywood pro-
ducer-affiliated chains arc not.
I.A\'.A members were shown movies handled
by J. Walter Thompson Agency for Ford
dealers. Such films are used in small towns
in place of newspaper advertisements, and cost
S7.75 per week. Running for 47 seconds, in-
cluding commercial, the films are supposedly
equivalent to a 15-inch, one run newspaper
ad, and are considered more effective by local
dealers. Budgets run from §2,000 to $4,000,
and television footage of 27 seconds is taken
from the footage shot for the shorties.
I.AX'.A President Reports on Survey
I.AV.A members heard O. H. Peterson of
Standard Oil of Indiana report on his per-
sonal survey of company movies shown
throughout five states during an eighteen
month period. His conclusion was that pro-
jections and showings could be improved, and
he asked that something be done to establish
procedures, techniciues and controls for spon-
sored audio-visual material.
Television came in for its time on the agen-
da in a discussion led by W. M. Bastable, Swift
and Company film executive. Comments cov-
ered selection of music for the medium, ad-
vertising agency service, television "experts"
and time available on stations.
.At another session, Stan Puddiford of the
Bell Telephone Co. described what his or-
ganization had learned in their showings at
rural fairs and similar group gatherings. This
company has found that the news reel type,
3-minute production, is most effective for rural
audiences. Most opportune locations for show-
ings are lobbies, areas near rest rooms, and
similar spots where traffic can pause. Puddi-
ford reported that good animation is more
effective than live action.
Handv Executives Serve as Panel
.A panel on film distribution, led by James
Craig of General Motors Corporation, covered
problems of cenual distribution, shipping
costs, print purchases and office personnel re-
quirements. General Motors starts with 25
prints of a subject, and purchases up to 200 if
necessary. Clerical help required to handle
their 5500 prints maintained at Detroit totals
17.
George Finch, of Jam Handy Organization
Deuoit headquarters, covered integrated pro-
grams for I.A\'.A members. General conclu-
sions drawn from this session were that no
accurate estimation of the efficiency of such
procedures exists at present, but may be
learned by study and constant improvement in
years to come. .A panel of executives assisted. •
25
NVaVtv^
U^
Promoting the Business Film
TOWMOTOR'S ADVERTISING MANAGER A. H. ROTH HAS SET A GOOD EXAMPLE
HAVE YOU EVER seen a fork lift
truck? They're those handy Andy's
that have turned mass material Iran-
dlini; into child's play. But fork lilt trucks are
not an o\er the loiniter item.
After all, you can't drive one into a cus-
tomer's office.
The product posed a problem, all right, but
Towmotor Oorporation, manufacturers of in-
dustrial haulage ecjuipmcnt, found a way to
Promotion Aids Used by Towmotor Corporation for "One Man Gang"
Conjimtation Curd
Card at right was used
by Timnnotnr Corp. to
ii'ply to nuin II far ttncrs
who had written in to
request a showiyig of "One
Man Gang." As soon as
these were completed and
forwarded, company rep-
resentatives received re-
port forms which advised
tJieni of customer requests
[or shou'ings.
Date
Gentlemen :
[[lis will acknowledge your request for a showing of
the TowiTOlor Movie "THE OME HAN GANG"
Our Rep-esei; ,a, ■■■? n y -jr te-T->-,. jry .s
a/id he has been advised to get in touch with you to
arrange the presentation
est in Towmotor Products
TOWMOTOR CORPOR/fflON
1226 East 152iid Street
Cleveland 10 Ohio
«U»TT«iatS
A 30-Minijte Sound Movie
on Materiali Hondting
Thank you for your inter-
Yours wry t rui^
?rtisine i Sa
6mQtion Manager
Audience Brochure
This ATTRAcnivii piiin-
phlet was given to all
iiienibers of "One Man
tuing" audiences. Ejfei-
tn'f Itiyiiiits. intelligent
irsr of (lilor and loin-
pinisoii. and piitincs of
Towmotor machinery in
action served to point
up the picture. A mail-
ing card to request addi-
tional showings was in-
cluded.
Thorough Exploitation Was the Key
to This Manufacturer's Fihn Success
lick the sales bottleneck and really sell.
With Caravel Films behind the cameras,
they turned out a thirty-minute motion pic-
ture that visualized their line of products, dis-
cussed the economics of material handling and
carried the customer into factories across the
nation to show him how other manufacturers
were using fork lilt trucks.
Titled One Man Gang, the film was only
part of the story — pushing it was the rest.
.\nd promoted it was— right In tin liilt.
Film PRKMiERtu At ExposrnoN
Premiere of the film was tied-in with the
Materials Handling Exposition in Philadel-
phia, a natural for exploitation. Prospects,
customers and representatives were invited to
a party, wined and dined, then invited to see
the film. First showing drew 500 people; a
second was seen by 200.
These showings resulted in print orders
from many of the Towmotor representatives
attending — and the company absorbed a ma-
jor part of the print costs. These field men
also acquired a sizeable numljer oi lightweight
sound projectors.
Five days after the premiere, special an-
nouncements done with an effective cartoon-
type lead-in, went out to manufacturer's rep-
resentatives. These pushed the filnv, promoted
mass material handling and helped sell fork
lift trucks.
Next step was to send out a broadside to
40,000 customers and representatives. .Smart,
punchy, layouts capitalized on the benefits
and use of lift trucks, a page layout stiessed
the featines of the film, and cards were tipped
in to permit readers to recjuest a showing ol
the film at their convenience.
Every Showing Promotes A Showing
Every possible promotional cross-rulf was
used to keep the film moving. When One Man
Gang was shown, brochures were passed to
each member ol the audience. These recapit-
ulated points of the film, drove the Tow-
motor name into the memory of those read-
ing it, and carried a tear-out card recjuesting
further showings of the film. In this way Tow-
motor used every showing to promote the pos-
sibility of other showings. And incoming mail
began to boom.
VVhcn requests were received Towmotor ac-
knowledged them with a form card advising
the customer that a Towmotor rep would call
on him and arrange the showing. This diil
two jobs-created good will towards Tow-
motor for its efficient procedures, and eHecteil
a pre-intn)duction for the local representa-
tive. At the same time local reps were in-
formed by Towmotor of this action, antl given
a report lorm for completion of the contact.
The report form permitted Towmotor
headquarters to keep a close check on the el-
fectiveness of the picture-as well as the aljihty
of the representative in the field who was
making it work for him.
26
BUSINESS SCREEN MAGAZINE
Reports provided ihe size of ihc aiidicncc
witnessing each showing in the field as well
as tlicir personal version of the audience re-
action to the lilin.
I'cnvMotoR (iAvr Rrrs E\i-RV Saiks Aid
Reps had e\er\ possible sales aid at their
fingertips. If they wanted to get loial piiblitity
on a sihedided showing, the\ (oiild hiid a
complete piess release in a conipanv piepared
broiliiirc. There wasn't a loose end to be
foiiiul.
l'he\ were e\en gi\en a few suggested com-
ments with which to precede showings. Cau-
tioiKil that it is not wise policy to preface a
showing with too much detailed information,
representatives were told to merely tell the
audience what they could expect to see and
how they would benefit from seeing it.
.\iid it paid off, for representatives constant-
l\ report sales of trucks are consummated al
most as soon as projection room lights go up.
.At the present time e\ery Towmotor rep-
resentative has at least one [jrint. and iti addi-
tion to domestic c()\erage. reels are as far
afield as Copenhagen, Brussels. Bombay,
Bogota, Curacao, .Sao Paulo and Zurich. .\nd
wherever they are, the reels are still rolling
in sales of Towmotor cc|iiipnicnt. •
Tuts I'AGE LAYOUT from one of the broadsides mailed to representatives and prospective cus-
tomirs for Tawmolnr prodiirls rfjertiveh u'inis desiit' tn sdicdulc an early showing.
IT WOUID TAKE YOU BETTER THAN A MONTH
TO VISIT THE PLANTS SHOWN IN TOWMOTOR'S
MOVIE "THE ONE MAN GANG' -YOU
DO IT IN 30 MINUTES IN YOUR OFF
i^,.
tfh- ^K^ f
0 BEHIND THE SCENES
WITH THE TOWMOTOR
CAMERA MEN AND SEE HOW
COMPANIES LIKE YOURS ARE
MAKING "MASS HANDLING"
PAY DIVIDENDS
Check
i tfce enclosed cord
■^ Today' .
il'^WOR,
^/
A scene from "It's Good Husmess"
BATES FILMS HELP SELLING
.4dds Second Picture to Popular Program
* .\Bon TE.\ YEARS AGO, the Bates Manufac-
turing Company (which makes numbering
machines, staplers, stamp pads, list finders,
etc.) was searching for some method of help-
ing commercial stationers' salesmen do a more
effective job, and in addition present the mer-
its of Bates products. Out of this search grew
a motion picture. It's the Little Things That
Count, that was ccrtainlv the best sales train-
ing picture that had ever been made for the
stationery field, and proved to be remarkabh
effective for other industries as well.
First Film .Still in Wide Demand
Bates originallv planned on what can now
be estimated as only a \er\ modest success for
It's the Little Things. . .. But reception, right
from the very release date, was enthusiastic
bevond all expectations. It had been planned
to write off the cost of the film promotion in
about two years, figuring this to be the opti-
mum period of effective usage. But year after
year it has remained in steady demand, and
today is still doing a fine job, not only for
Bates, but as a basic sales training tool for
many other companies in other industries,
such as .Shell Oil, .Atlantic Refining and Mrs.
Wagner's Pies.
It's the Little Things. . . grew to be so much
in demand that the Bates Company was faced
with the problem of cither refusing to satisfy
requests or of arranging some method of con-
trolling distribution economically. Finally, a
small film libraiv was established and a section
of the home office with separate personnel was
set aside just to handle the film. Within the
stationery field, distribution has been main-
tained on a free loan basis, but because of the
tremendous volume of outside requests from
other industries, schools and colleges, a small
charge is now made to non-industry borrowers.
New Theme for Second Pictlre
It's The Little Things That Count shows
the purchasing agent's problems through the
eyes of a salesman. The theme is dexeloped
that, often, it's the "little things" that go over
big with the buyer. . bridge the gap between
"no " and his name on the dotted line.
Last year, after a long and very successful
(CONTINLED ON PAGE FORTY-EIGHT)
NUMBER 5
VOLUME 10
19 4 9
27
Producers of "Story of a Stocking" opened llic phtinr in a Byiitol. I'irgiiiia. shop.
Some shots involved over tliree hundred people, hut no professional models leere used.
New Pictures Reflect Business Trends
A BEHIND THE SCENES STORY
Sponsor: Mary Grey Hosiery Mills. Film:
Story of a Stocking. Producer: Charles D.
Beeland. Technical Supervisor: D. G. Mar-
tin, Sales Manager oi Mary Grey Hosiery
Mills.
* The distribution policy of the sponsor,
"nothing but the best," might well be applied
to this color film presentation. Audience com
nient has been entirely unexpected, and what
was originally de\eloped as a sales tool for a
high-quality line of hosiery has developed into
a production in demand by consumer groups
and their like. Expert photography, concep-
tion and treatment make this film as thor-
ough as a consumer research project carried
on by home economists, yet viewer attention
never lags for a moment.
This production had its inception in the
conviction that sales people and ultimate con-
sumers would benefit from knowledge ol the
behind-the-scenes intricacies of hosiery manu
facture. And the film cuts to the heart of tlie
maniifactining processes. Covering the story
of a stocking from yarn to packaged product,
it uses with telling effect such methods of anal-
ysis and interpretation as slow motion work,
close-ups, and photomicrographs.
Words like denier, gauge and twist, ordi-
narily meaningless to the average consumer,
take on definition as the film rolls through.
The processes of knitting, seaming, looping,
dyeing, boarding, inspecting and packaging
are seen in their ])roper place, and their im-
portance is imderlined.
Initial premiere was in New York, at Bon-
wit 'feller, and ended with whole-hearted
audience acclaim. .At this time every Mary
Grey salesman has a print of the film, and a
projector, and will be exhibiting it to stores
stocking the line.
Mary Grey Mills belie\es the film will find
wide acceptance among consumer groups, and
is hoping to put the production on TV via
some cooperative arrangement with retailers
in key areas.
Issued when the search is for tools to aug-
ment sales, the film should prove to be just
what the doctor ordered.
Script was by Elmo Ellis and Brad Crandall,
color makeup by Elizabeth Beeland and direc-
tion and photography by Charles Beeland.
Quality of the Kodachiome is excellent, and
Eastman Kodak has requested a print for their
library, commenting on the perfect matching
i|iiality from scene to scene.
Technical Notes: Story Of A Stocking is
Kodachronie, 17 minutes running time. Dis-
tribution: By Mary Grey Hosiery Mills, Bris-
tol, Viiginia.
SPOTLIGHT ON WYOMING
Sponsor: Sinclair Refining Co. lor the U. S.
Dept. of Mines. Film: Wyoming and Its
Natural Resources. Producer: Rockett Pic-
tures.
•k This series of surveys ol the .American slates,
heing underwritten by American industry for
distribution via the U. S. Bureau of Mines, is
interesting and has real educational value.
Each state is treated fully in a single film de-
\()ted to it alone, and shows the major indus-
tries, resources and points of interest in the
stale— a treatment that should be invaluable
to ihe study of American geography and physi-
(al resources.
Wyoming, like so many ol llie wesiein states,
is so sparsely jjopulated that conipararively
little is known about its way of living by the
rencral public. But anyone who sees this film
will ha\e a much better idea of the state than
e\cr l;efoie. Shown are its major agricullural
I I'oducis, its abundance of minerals— over IfiO
c.ifferent commercially useful minerals exist
a:xl are mined in the state— and its unparal-
leled scenic and recreational areas. Some
regions of Wyoming are among the best hunt-
ing and fishing grounds in the country. .And
nl course there are two of America's leading
p.u ks In the state, Yellowstone and the Grand
letons.
The pictuie is 30 minutes in length. Pro-
duction, editing and color are excellent. Avail-
able for free loan from the U. S. Bureau of
Mines.
TEXTILE INDUSTRY TRENDS
Sponsor: General Electric Co. Film: Textiles
Unlimited. Producer: Raphael G. Wolff
Studios.
■k Textiles Unlimited, the most recent picture
in General Electric's powerful More Power to
.Imerica audio-visual promotion program, is
just what the film introduction says it is, "a
report to the textile industry on how textile
mills are modernizing."
The film is technical, using trade terminol-
ogy that Is scarcely understandable oiusicie the
textile industry, but it should be a box-ofiice
"wow" to textile plant officials, managers and
engineers. It sets out to prove, and did prove
to this observer, what G. E. equipment can
do for this industry, and is doing in some of
the most advanced plants throughout the
country. In hard selling fashion the picture
lists and shows the modernizing trends In the
industry, and what specific G. E. equipment
can do in: 1. iMIll conditioning; 2. Providing
power at the point of use; 3. Gl\ ing higher
controlled speeds; 4. Finer quality control;
,'i. Making new processing methods possible;
(i. .And aiding continuous processing.
Not. of course, a picture for general public
showing, biu ne\ertheless the horses were not
spared in efliective production, ;ind the color
is particularly good.
Tlie film is 20 minutes in length, and will
be shown by General Electric representatives.
.-) milt scene in "Textiles Unlimited"
I
^
28
BUSINESS SCREEN MAGAZINE
The Laundry Field Visualizes Its Services
THE AMERICAN INSTITUTE OF LAUNDERING PRESENTS "TIME FOR LIVING"
Scent- jytDii "Tlir Ttiilh Ahntil .lutein Jones"
EMPHASIZING JOB IMPORT
Sponsor: Bell System Companies. Film: The
Truth About Angela Jones. Producer:
Pathcscope Company.
♦ Few office jobs offer so Utile in the way
of personal satisfaction from good perform-
ance as sorting and billing operations. Like
a cog in a wheel, a girl doing this sort of
work must constantly go thiough the same
routine motions, almost involuntarily, thou-
sands of times each day. It is a problem in
many organizations to keep the girls' interest
high enough to maintain any sort of accuracy.
In addition, the work is so fatiguing that many
become spiritless, and the job turnover is
usually inordinately high.
The telephone companies, with a large
number of girls employed in diis kind of work
in the accounting departments, ha\e been
using a series of attitude motivation films
produced by the Pathescope Company to try
to explain the importance of sorting and bill-
ing in the o\erall work of telephone service.
Third in the series, The Truth About
Angela Jones, has just been released by
A. T. & T. for the Bell System Companies.
Angela Jones is a personification of all the
girls whose efficient work guarantees that
telephone company customers recei\e prompt
and accurate bills; that linemen, operators,
service representatives and installers recei\e
what they reasoiiablv have a right to expect —
correct pay checks: and that the compan\ it-
self, through its property and cost departments,
is provided with accurate data from which to
plan for anticipated growth.
The film is intended primarilv for presenta-
tion to Bell System accounting department
audiences, including emplovees in the payroll,
property and cost, and revenue sections, as
well as those in staff and headquarters groups.
Showings are recommended, too, for all new
employees some time within their first three
months of service, if possible.
However. Tlie Truth About Angela Jones
is in addition expected to prove of interest
to employees of other departments in portray-
ing the work of the sections ot the accoiuiting
department. It is also anticipated that the film
will be used for non-telephone audiences in
connection with company or department open-
houses, office family nights and new employee
recruiting in public schools.
IIS BEE.X SAID that .\merica is the clean-
est coiuitry in the world, and the laundrv
business's 1948 volume of 855 million dol-
lars is good e\ idence that its true.
Even more interesting is the fact that this
figure represents only 37"^ of the potential
market available to laundry owners through-
out the country.
The picture is not all rosy, however, for
nowadays lainidries liave to fight for every
sheet, pillowcase, shirt and unmentionable.
During the war laundries enjoyed a boom in
business, but with the labor sliortage, ser\ice
was poor and public opinion at a low point.
.And when the war was oyer, customers re-
membered and resented that phase of opera-
tions, and pickings became scarce. .Admittedly
855 million dollars is not chicken feed, but
37% is a small part of the total potential.
Good Pi blic Rel.\tion.s R.vted First
Before laundrv owners could pick up that
big 63%, the industry realized it would have
to put its public relations house in order.
The .-American Institute of Laundering, the
industry's national trade association, decided
that a motion picture, properly prepared and
presented, might bring back into the fold
many old customers, and lure in some new
ones.
Time fur Living, produced by Wilding Pic-
ture Productions, Inc., gives every laundry
owner a tool to open the way to new busi-
ness. Since the national organization main-
tains no "war chest" for such a purpose, all
work had to be financed by members and in-
terested suppliers. Film costs were underyvrit-
ten b\ purchases of indiy idual prints by some
hundred laundries and state and local laundry
assoiiaiions representing some 1800 others.
H. Kohnstamin and Co., a manufacturer of
lainidrx supplies, put up the balance.
For these same financial reasons the services
of a large film distributing agency could not
be engaged. Use and distribution of the film
is the individual purchaser's concern. How-
ever, the national association has given every
print buyer all help possible. \ special report
outlining three metfiods of exploitation has
been prepared with the assistance of the Wild-
ing organization, and it permits fullest use of
the film in any given area.
Film H.\s Plenty of Hu.\ia.n .Appeal
Time For Living is a clever job which plays
on human nature to make its point. Empha-
sized, in terms of family relationships, is the
additional free time that use of a laundry per-
mits, the consequent freshness and beauty that
are a woman's, the increase in available time
and attention for husband and children. With
its attention to real life instead of the usual
"trip through a laundry plant" approach,
yvomen find it easy to take. It is I6mm, color,
and runs 30 minutes.
With prints just being delivered, reaction is
hard to measure, but so far the laundry in-
dustry seems well pleased with the job. Prints
have been sold to laundries in all 48 states,
and some abroad. Price per print is §350, but
this figure includes charges for production,
publicity, and public relations advertising.
A Basic Tool in the N.\tional Program
The film is not just an advertising device,
or a selling tool. It is rather a basic public
relations piece which is designed to provide
an entering wedge into households where or-
(CONTI.NLED ON THE FOLLOyVING PAGE)
More "Time for Living" is the theme of the new American Institute of Laundering motion
picture now available for local consumer showings through member laundries.
NUMBER 5
VOLUME
9 4 9
29
CASK IIISTOKIFS
(CONTINLKI) FROM THK I'RECtDlNG I'AOli)
dinary laundry advertising and the usual sales
approach has proved truitless.
To use this wedge properh, laimdr\ owners
have been instructed to rent or ])urchase a
projector and so make the film available to
customer-groups in his area. If the laundry
wishes to have the film distributed by an or-
ganization such as Modern Talking Picture
Service, he is told costs and contacts.
The local laundry owner who has a print
is given a listing of audience possibilities, rang-
ing from ^v■omen's clubs through church
groups to service clubs such as Rotary and
Kiwanis. He is instructed in the techniciue of
arranging a showing, told how to achertise
anv showings. The suggestion is made that
his routemen do word of moiuh advertising
for him on the film, and that counter signs
be used in his laundry. And if he finds himself
tongue-tied, the association gives him a neat
and gracious prepared talk to precede his
showings.
Every aid has been developed with the
thought in mind that individual laundries
have the problem of piuting the film to best
use, and the best help given to them will pay
off lor the industry as a whole.
CEMENT AND CONSTRUCTION
Sponsor: Portland Cement Association. Title:
Tlie Drama uf Portland Cement. Producer:
Wilding Picture Productions, Inc. Distrib-
uted by: Modern Talking Picture .Service,
Inc.
i( The Drama of Portland Cement, a 30-rain-
ute sound color motion picture, has been spon-
sored by the Portland Cement Association.
-As the title indicates, it is an effective story of
cement manufacture and use. Wilding Pic-
ture Productions, Inc., produced the color
presentation.
In the opening secjuence a mountain is
blasted for the raw materials of cement. After
the attention-arresting blast, the narrative
shifts to 18th century England and shows how
Portland cement was discovered. Beginning
with the mining for the raw materials, follow-
ing through to research laboratories where
specimens of cement are tested for strength
and durability, and into the mills where the
raw materials are stored until time for mixing
into cement, the film tells the story of this
basic material.
There are interesting shots in the mill show-
ing the machinery used in the process with
technical animation cuts showing in detail
what is going on in the machines. Throughout
the mill sec[uences safety features are shown
and figiues on the miniminn of ace idents in
the industry are given. Safety flags and placiues
at mills having no accidents arc pictured.
.After a clear exposition of cement manu-
facture. Drama of Portland Cement shows
multiple uses for the building material— on the
farm, in industry, in road.s, in sk\scrapers,
and in the home. There is an animation se-
Tlic ((utith niedume man of ^" ycay:i ago . . .
quence showing how cement is used in rail-
road beds making them more substantial and
gi% ing a smoother ride.
The film will be shown to the 26 branches
of Portland Cement and others having to do
with the manufacture and sales of the product
before it is released to the public. Distribution
is strictly limited to this internal phase for
several months to conre.
WHY YOUR DRUGS ARE PURE
Sponsor: The Proprietary Association of
America. Film: For Us The Living. Pro-
ducer: William J. Ganz Company.
■k Fifty to a hmidred years ago the tjuack
medicine man was in his heyday. Fraveling
about the roads and thumping up his trade
with songs and dances, the old peddler offered
"The Greatest Remedy of All Time," or some
such nostrum, guaranteed to cure everything
Irom baldness to all the major diseases. Even
reputable publications were filled with adver-
tisements for ointments and liquids labeled as
sure cures for practically all the afflictions of
mankind.
Small wonder it is then, that even to this
day some distrust is associated with pack.aged
medicines in the puljlic mind. ()\er the years,
the industry has fought hard to dissociate
itself from the charlatans who still o])erate
sub-rosa in the packaged medicine field, and
the best of the manufacturers have joined in
the Proprietary -Association of .America to
carry on a campaign designed to assure the
public of the purity and efficacy of products.
Part of this campaign is a new 20 minute
Kodachrome film, For Us The Living which
tells how the drug industry and the Federal
government cooperate to insure purity in
packaged medicines and honesty in advertised
claims of their benefits.
The setting of the opening of the lilm is in
Washington. With the cooperation of a half
dozen or more Federal agencies, the picture
visits most ol the important goxernment build-
ings and familiar landmarks, including inte-
rior sec]uences of Fetleral Trade Commission
hearings and a staff meeting of the Federal
Security .Administration.
Focussing on a group of students visiting
the Lincoln Memorial, For Us The Living
flashes back to Lincoln's time, and shows an
old medicine man stirring up a pot of "cure-
all" in liis barn. Then by contrast, the condi-
vs. iniidi-rii jxii luigetl inedu inc {see Col. 2)
tions of modern drug manufacture are shown.
Much of the film is a paean of praise for
the Food and Drug Administration, with
which, of course, the Proprietary peo|)le must
constantly cooperate. Laboratories, research
specialists, field investigators and import in-
spectors are shown at their work, checking to
insure against errors in production, calcula-
tion or formulae. And the industry, too, is
depicted as following a simultaneous series of
checks and double checks on ciuality.
Distribution: For Us The Living is intended
primarily for school and college showings. As
an educational film on the activities of several
Federal agencies, it should have wide appeal.
The "commercial", if it could be called such,
for packaged medicines, is carefullv under-
played for the larger message of the main-
tenance of high standards through industrial
and government coojieraiion. The Institiue
of Visual Training is distributing the picture.
STEEL IS THE FRAMEWORK
Sponsor: Bethlehem Pacific Coast Steel Corp.
Film: Steel Builds the }Vest. Producer: New
World Productions.
■k Steel Builds the West is remarkably free
from commercials urging you to buy Bethle-
hem Pacific Steel. Of course, not many of the
film's general audience is in the market for
steel. Nevertheless, the film achieves its pur-
pose, for it points out the essential jiart this
useful metal plays in building a higher stand-
ard of living in the west. .And there is little
chance that the audience will not be well
aware of the lact that it was Bethlehem Pacific
that reminded them of the importance of steel.
The film is interesting in that it does remind
us of the essential role that steel plays in
most of the achievements of civilization. The
title of the picture could have been "Steel
Builds the Modern World" except that it was
meant for the Western market and uses West-
ern illustrations of the stellar role of steel.
There is probably no industry, or for that
matter no activity of man, that is not depen-
dent on steel for its efficiency, if not for its
very existence, from buildings and bridges
and automobiles down to stainless steel knives
and microscopic watch parts.
Steel Builds the l]'est is a good pictme for
general audiences of all kinds. Twenty-six
minutes in length, it is well paced and edited
and colorful throughout.
30
USINESS SCREEN MAGAZINE
DEPTH Thaf s Clearer, Sharper!
For FINEST PICTURE QUALITY have your 16mm
films projected with the
Audiences "look into" scenes projected with
the RCA "400" and see screen images in a
realistic "atmosphere." They observe them in
perspective that suggests the third dimension.
Both near and far objects appear in sharp and
clear focus with regard to size, shape and posi-
tion to one another.
RCA "400" projection makes your I6mm
film showings more expressive. It gives them
added force and vividness. Accompanied by
sound reproduction that's true-to-Iife, your pro-
jeaed pictures capture the undivided attention
of audiences. Because the story of the film is
I
.»(H^'
tl»^^
VISUAL PRODUCTS
RADIO CORPORATION of AMERICA
BMGIMCERIMG PRODUCTS DERARTMBMT, CAMDEN, N.J.
In Canada: RCA VICTOR Company Limilad, Montr«a|
projected at its finest in showmanship, the
screen message gets quick acceptance, is longer
remembered.
There's nothing to match the RCA "400" for
simplicity of operation and maintenance. It is
the quickest and easiest of all 1 6mm projeaors
to thread.
• • •
RCA "400" JUNIOR. The only single-case standard 16mm
sound projector of fully professional qualify .
RCA "400" SENIOR. Provides thealre-quolily reproduction of
16mm sound ond pictures for larger audiences, auditoriums or
larger rooms .
MAIL COUPON FOR MORE DETAILED INFORMATION
VISUAL PRODUCTS d^tl*' l^H)
Radio Corporation of America
Camden, N. J.
Please send me complete information on the RCA
"400" Sound Projector.
Name
Business_
Street
City
Cameras Help Chemists Fight Foam
• DEARBORN RESEARCHERS USE ULTRA-SPEED FASTAX •
Fifteen Million See ATA Traffic
Safety Film in Twelvemonth Period
♦ In holli audience and inipuci.
the AMtRicAN Transit Associa-
tion's film Driven to Kill has
been ahiiost sensational.
Judged by the National Coni-
niittee on Films for Safety to be
the best safety film for theatre
showing produced during 1948, it
has been seen by an estimated au-
dience of more than 15,000,000
persons in the U.S., Canada, Puer-
to Rico and Hawaii since its pre-
miere. At this time a Portuguese
version is being shown in Brazil,
and plans for other foreign-Ian
guage translations are being de
veloped.
Under the original distribution
plans for Driven to Kill (pro-
duced by Sound Masters, Inc.,
NYC) transit companies were gi\-
en exclusive rights to showings in
their communities until the end
of 1948.
Early this year a subslanii.il
number of non-transit companies
took advantage of I he end of this
period, and began to book the
film themsehes. Among these was
the Bureau of Aeronautics of the
U. S. Navy Department which
piuchased 41 prints for use in
its accident prevention program
among its personnel.
Other organizations such as
State highway patrol units, tele-
phone and oil companies, the
Red Cross, local traffic advisory
groups and the Canadian Film
Board have also foinid use for
prints.
Modern Talking Picture Service
Now Booking New Dole Film
♦ Doll Pineapple Co.'s new mo-
tion picture. The Golden Touch
will be shown beginning this fall
through Modern Talking Picture
Service, New York. Bookings are
now being made.
Designed for home economics
classroom, women's clidj and cook-
ing school use, the pictmc blends
colorfid Hawaiian background
with modern pineapple cookery.
Film is in color, runs 23 minutes.
Jerry Fairbanks, Inc., Hollywood.
did the production.
* .\n interesting application of
the use of 16mm high speed mo-
tion pictures in industrial chem-
ical research has been made by
Dearborn Chemical Company,
Chicago, in perfecting chemical
control of foaming in locomotive
and industrial boilers for steam
generation.
Using a Western Electric Fastax
high speed caiuera, Dearborn's re-
search chemists were able to ob-
ser\e and study the formation of
bubbles in an experimental glass
cell boiler. The projection of the
high speed films revealed for the
first time the interesting mecha-
nisms relating to the origin of
bubbles, their rate of growth and
coalescence or resistance to coales-
cence, the inlluence of the nature
of the heating surface and the ac-
tion of organic foam inhibitors.
The studies resulted in the im-
pro\ement of Dearborn-devel-
oped polyamide antifoams first in-
troduced in 1941, proving their
effective and instantaneous action
under foaming conditions, and
permitted accurate comparisons
of their longer effective life as well
as compatibility with other chein-
ical corrective water treatments.
I'his achievement has resulted
in manv advantages to industry—
the production of cleaner, purer
steam for process industries, the
reduction of power failures and
etjuipment maintenance through
elimination of foaming and carry-
LOUCKS & NORLING have the personnel and equip-
ment (all designed and built in our machine shop)
to make optical effects and animation that give an
added touch to straight photography in black and
white or color.
That is why every Loucks & Norling film gets
this audience reaction: "That was one of the most
interesting motion pictures I ever saw." The spon-
sor, and they are the best names in American
industry, gets the credit.
Our clients are mostly companies for whom we
have been making films for many years. They
know their way around in this highly specialized
business.
LOUCI^^ORLINO
245 WEST 5 5 TH ST. . NEW YORK CITY
MOTION PICTURES . SLIDE FILMS • SINCE 1923
o\er of contamination to operat-
ing pans, protection of lubrica-
lidii. ilie prevention of overheat-
ing ol boiler metal and savings in
lucl, water and treatment.
With very little concrete ma-
terial on hand as a guide for its
operation, Dearborn's research
men had excellent success with
the Fastax camera from the start.
The 16 lum camera, with capacity
of 100 foot reels, was used with
a two inch f. 2 lens, using Super
XX film, and was operated up to
maximum speed of 5,000 frames
per second, with an exposme of
1/25,000 of a second. During this
high speed operation each 100
toot reel was exposed in the space
of one second.
Photospots Replace Arc Lamps
During early attempts an ex-
posme meter was used as a guide
in estimating the light power pro-
duced by a battery of large carbon
arc lamps and assorted photo-
Hoods amid a maze of power ca-
bles. Through a careful analysis
of residts the exposure meter was
eliminated and the arc lamps were
replaced with three General Elec-
tric Photospot lamps No. RSP 2,
two for front lighting and one for
diffused back lighting through
ground glass.
The two lights were mounted
at the base of the camera, adjust-
able for focusing. With the intro-
duction of these lamps, however,
I he heat they generated increased
the boiling of the water in the ex-
perimental cell to such an extent
that adjustments in water volume
became necessary. Films were tak-
en within a range of f.4 to f.8 with
completely satisfactory results.
Societies See Tests Excerpts
Excerpts from the various tests
conducted under varying condi-
tions have been prepared in a
completed mo\ie entitled, Phe-
nomena of Steam Generation, a
100 foot movie in black and white
with a running time of approx-
imately 16 minutes which has
been presented to societies of pow-
er engineers and technical groups
as an educational and promotion-
al feature on Dearborn's line of
polyamide antifoam compounds.
State Department Asks for Film
♦ The U.S. Department of State
has requested that East Ohio Gas
Company furnish 15 prints of the
film Our Silent Partner for use
abroad in various U.S. Embassies.
The film, released for distribu-
tion May I, 1949, has since won
an "Oscar" during the recent An-
nual Film Festival of the Cleve-
land Film Council.
32
BUSINESS SCREEN MAGAZINE
Spool Cotton Company Rates Big
Hand for Ballyhoo-less Ballet
• Last spring, the educational diictlors of the
Spool Cotton Compan\ witnessed a ballet
fashion show produced by the students of
Washington Ir\ins High School in New York.
Thev were so impressed with the productior
that an idea was formed to present a ballet
st\le educational film based on. but not advi r-
tising, some of the compan\s products ni use.
Getting away from the stereotyped sewing
FILM CONTACT
M A N W ANTED
Former theatrical producer now-
entering the Non-Theatrical field
desires experienced, personable
man to contact commercial ac-
coiuits. mostly in the Eastern States.
Full knowledge of production
and experience with highest type
of clients most desirable. State sal-
ary or other means of compensation
preferred.
Box 801
BUS1NE,SS .SCREEN M.\G.\ZINE
812 N. Dearborn. Chicago 10, 111.
PROJECTION
LENSES
Recognized, and specJied as standard enuipmenl ii
leading manufactuiers of 8mm and
16 mm cine projectors, and
35mm slide projectors.
SOMCO diort !ocal length (Hide anjle) pioieclicn teaes
mH pnxftKe lufUsaew images at shot range SOMCO
kng Etxal le«gll» pnJsKtNjn lenses are reconrmeniJed
faf'loni ctKO*" protection hi banouet l^fs- elc-
t , Specify make and morjel number of
^ projector when entering
SIMPSON OPTICAL MFG. CO.
^. MOO W CAEKOll AVE. CHICAGO 24 ILL 35nini
-J
FOR PERFECT PROJECTION...
SPECIFY SOMCO PROJECTION LENSES
film. Spool Cotton planned a picture that
w<iuld be not only instructional, but motiva
tional, and, not least, entertaining. Ihe new
film. Zip Zi/i Hooray was previewed last month
in New York, and will be ready for school
audiences in the fall.
With the Washington Irving show as a
guiding ])attcrn. producer Transfilm's direc-
tor, .\lar\in Rothenbcrg found three young
professional dancers who resembled teen-age
girls. These three, as cheer leaders of the local
higli school, and baffled by the problem of
getting uniforms on a minimum budget, final-
ly decide to make their own. The camera
follows them through their initial problems,
the selection of pattern and the purchase of
material, all of which is performed to music
and dance.
SLmEFiLMS Serve to Supplement Picture
Following the musical introduction, the
actual business of preparing the garments for
zippers (Crown) and sewing them in (Clark's
Thread) is performed in the serving classroom
of the school with the aid of the instructor.
Miss M. .Annis West, technical advisor for
the Spool Cotton Company, points out that,
••We felt that the problem was not one of
simply demonstrating technique and showing
girls how to sew a zipper into a garment al-
readv prepared. We wanted first to show why
knowing how to sew zippers is important, and
secondly to prepare the garment for the zipper,
and then finally, the actual sewing-in of the
zipper."
In order to make the film as effectiye as
possible, the 18 minute Kodachrome motion
picture has a companion slidefilm series that
can be shown subsequently . Through this tech-
nique, the teacher is enabled to first interest
her class in the problem and give them a
general idea of hoyv it can be solved. Followed
bv the slidefilnis, which alloyv the class to study
each frame for as long as required, the film
enables students to master the exact details of
technique.
Home Economists, Schools Give It .\pprov.\l
The film, scheduled for school distribution
beginning in the fall of 1949, was first pre-
viewed three times at the American Home
Economics Convention in San Francisco in
June. Folloyving those shoyvings, it is now be-
ing presented at the summer sessions of teach-
ers colleges all over the country. In the fall,
concunent yvith initial school distribution, it
will be shown before fall meetings of state su-
pervisors of home economics. Prints of the mo-
tion picture and slidefilms yvill then be avail-
able for loan through Association Films or by
purchase from the company.
.\n important feature of the production is
that it has been school-tested from the very
outset. Upon completion of the rough prints,
a special showing was arranged at Washington
Irving before the entire student body. On the
l)asis of the excellent school audience reaction
and consultation yvith educational supervisors
and teachers, final release plans were made.
Miss Frances Blondin. educational director
of the Spool Cotton Company, estimates that
the film yvill have a life of about ten years.
""<*..r
PICTUR-VISION ^
CABINET PROJECTORS
at e4e P<U*tt-<^-S<Ue
If your present advertising is not getting the results
you need and inventories are piling up. now is the
time to take measures to increase sales.
Pictur-Vision Cabinets are designed to increase
your sales. They create impulse buying, convince the
shopper on the spot and close the sale. Your story is
presented in a sequence of 16 beautiful Kodachrome
slides that change at six second intervals and oper-
ates continuously. Pictur-Vision gives action —
drama — color to your story . . . and best of all, it's
right on the spot where your product is sold.
u. S. PATENT Weo/ for so/es meetings, con-
No. 2369483 venfions, dealer training
^^1''°':'^™'' schools, safely meetings, edu-
No. 421418 , ,
eating store personnel and a
real cfemonstrators selling aid.
Remote control push button arrangement makes it
easy to train dealers, salesmen, personnel. Just press
the button to change slides. Entire sequence (16
pictures) can be changed in a few seconds. Easily
adapted for speeches on wire-recording tape or con-
ventional records.
Pictur-Vision Cabinet Projectors are sturdily built
with light weight steel construction, the entire unit
weighing less than 100 lbs. A large 14' 2x21 inch
rear projection screen gives maximum brilliance.
Equipped with Solarbrite Projector, uses 750 Watt
200 hour lamp. 3 inch coated lens. Height 36' with
16" square base. Requires only 4 sq. ft. of floor space.
COMPLETE PACKAGE UNIT
Ready to use with no attach-
ments to buy. Just slip in your
slides and plug in the cord . .
s
395
f. O. B.
Oconomowoc, Wis.
Picture KecordiHg Company
OCONOMOWOC, WISCONSIN
NUMBER 5
VOLUME 10
19 4 9
33
In the^
Vacuum Cleaner Commercial Spots
Produced By Audio Productions
♦ Ltui 1 Corporation, inanufac-
tmers ol \acuum cleaners, an-
nounced its entry into commer-
cial film promotion at a national
sales conference for its dealers,
held recently in New York City.
Jack Barry of Motion Picture
AssociATi-s jirepared the films
with Audio Productions, and the
spots will be made available lo
dealers for local showings. Dealers
will get 1/3 of the film footage for
a personalized sales message, will
pay .50% of the local theatre's
booking cost— with Lcwyt putting
up the rest.
The Mighty Maine Sardine
♦ Once again (the third succes-
sive year) a sponsored film was
chosen to represent U.S. work at
the annual exhibition of Cinema-
tographic Art at Venice.
This year's selection, fishily
enough, is It's the Maine Sardine,
produced by Sun Dial Films for
the Maine Sardine Packers Asso-
ciation.
Now Pacific Coast Producers
Can Preview Work in Comfort
•k Kteping ])ace wiih the rapid
development of films and tele-
vision along the Pacific seaboard,
W. E. HocKtv & .Associates, film
producers and distributors in San
Francisco, have recently con-
structed a new theater seating 38
people, which will be used for the
previewing of slide and television
films and motion pictures.
The theater is now available to
advertising agencies and film pro-
ducers, as well as iheir respective
clients.
Ecpiipped with Ampro 16mm
projectors, the sound - proofed
room also has a timing desk with
direct phone service to the pro-
jection booth, a projectionist
available at all times and ample
space for rewinding, cleaning,
splicing and the general care of
all films.
Ampro projF-CTors and direct plione Iwe
are among thr theatre's sperial frattirrs.
•-T^^l^ai^B'
^KW^
This prkview theatre (st-c stury in culuinu one, at left) n available lo agimies,
producers and clients for the screening of slide, motion picture and television filnis.
-^
c:7rz;Mco
AMERICAN VISCOSE CORPORATION
2mU^
mm^
PATHESCOPE PRODUCTIONS
S«0 FIFTH AVENUE, NEW YORK 19, N. Y.
PIAZA 7-5200
F. C. Russell Co. Films Sales
Tool for Custom Storm Sash Line
♦ Following in the footsteps of
those in industry who have found
the motion picture a powerful
sales tool, the F. C. Russell Co.,
working with Jam Handy, has
produced 0]\e Step Ahead, a full
color dramatization of the ad-
vantages of custom-tailored storm
and screen sash.
liussell has been in the hoine
insulation field since 1924, and
ihcir ])roducts are manufactured
in s(\(ii |)laius in the United
Slates— with installations totalling
over four million since 1937.
Best talking point of the pic-
itne is the self storage feature of
the sash— since when not in use
the storm panel slides up into
storage position behind the up-
[5er part of the screen.
* # #
Encyclopaedia Britannica Shooting
Five Films on Literary Greats
♦ Dr. Melvin Brodshaug, vice
president in charge of protluct
development of Encyclopaedia
Britannica Films, has been in
Hollywood working with five
films on .American literature.
Films are being shot by the
Emerson Film Corporation. Wal-
ter Colmes is producer, and lead-
ing educators are collaborators to
assure the authenticity of the his-
torical motion pictures.
In the series are Henry Wads-
worth Longfellow, Washington
Iming, Benjamin FranlUin. James
Fenimore Cooper and Thomas
Jejjerson. Distribution will be by
Encyclopaedia Britannica Films
to schools and colleges throughout
the world for use in English and
Literature courses.
CJoUaborators for the series in-
clude: Carl Van Doren for the
Franklin film; Julian P. Boyd,
editor of Jefferson's letters and
writings; Howard M. Jones of
Harvard University for Longfel-
low; Robert E. Spiller of the Uni-
versity of Pennsylvania for the
Cooper film, and Leon Howard of
Northwestern University for the
[ellerson motion picture.
# # #
Fairbanks Producing 19 For Dodge
♦ Film for- 19 spot comiuercials
designed for theatrical showings
by Dodge is rolling at Jerrv Fair-
banks Productions. Fairbanks'
"Speaking of Animals" Duoplane
process will be used for the first
time in commercial pictures in the
production of the 60 and 20 sec-
ond films. Pact for the series was
arranged through Ruthrauff and
Ryan .\dvertising agency.
BUSINESS SCREEN MAGAZINE
RKO-Pathe Appoints Adams as
Commercial and Television Chief
♦ New manager of the Coininei-
cial and Television department ot
RIvOPathe is M. Clay Adams.
Announcement was made by Ja\
Bonafiekl, vice president and Gen-
eral Manager.
.\dams will assume his duties
inmiediately. replacing Phillips
Brooks Nichols.
Since 1941, Adams has been
manager of the west coast office of
RKO-Pathe News. He also pro-
duced and directed the Picture
People series.
Previous to that position he
spent six years at 20th Centurv
Fox as assistant to Executive Pro-
ducer Sol M. Wurtzel.
During the War .Adams served
in the N'av y as a producer-director
of training and incentive films.
NEW IBMM MOVIOLA
Model LP
Picture area
2"x2y«"
also
available
with sound
equipment.
Write for literature and prices on our
complete line of IBmm and 35mm editing
equipment, which includes: film viewring
machines, sound readers, synchronizers,
differential gear rewinders, re■v^^inders.
MOVIOLA Manulachiring Co.
USl Gordon St. HollTwood 28, CaliL
State Department Given New "Way
of Life" Film by Avco Mfg. Co.
♦ I itt Statk Di%rARTMEi\T has
.nUkil a color motion picture. The
Key to Couveitienl Kitchens, to its
piogram designed to give ])eoples
iiverseas clear, factual insight in-
til how .\merica lives.
Ten prints of the Ij-minule
film, produced by Sarra. Inc., lor
American Central Kitchens at
( cininrs\ ille, Indiana division of
Amii Maiuilaciuring Co., have
hien donated bv that company to
the State Department's Interna-
tional Motion Picture Division for
loreign use.
Directed by Jack Henderson.
the film shows how .American
homemakers can plan and equip
a modern, efficient kitchen, locat-
ing "work centers" scientifically to
make meal preparation a simple
and pleasant task.
Through 200 National Film Li-
braries maintained under State
Department auspices, non-theatri-
cal audiences in 90 countries and
their dependencies on fom conti-
nents will see the pictine as part
of .America's program intended to
give a true picture of this nation's
institutions, principles, policies.
The State Department has
found that films like this— private-
ly produced by and for industrial
companies— are effective in telling
.America's story abroad.
U. S. officials estimate that al-
most 100,000,000 persons in for-
eign lands are reached annually
through this mediinii of motion
pictures.
"Living Silver" Tells the Story
of Silversmiths and Their Work
♦ Ihe combined forces ol Science
Pictures. .Metropolitan Museum of
-Art, and Margaret Cra\er, con-
sulting silversmith of Handy S:
Harman, have produced a film,
telling the story of handwrought
silver, entitled Living Silver.
The 15-minute color motion
picture begins with a nuual of an
ancient metal work shop painted
on the wall of an Egyptian tomb
and moves through the ages to the
present day. The vvork of such
present day silversmiths as Wil-
liam Bennett and Baron Erik
Fleming is shown while it is
brought oiu that the individual
expression of each piece is as dis-
tinctive as the style of a famous
painter or the theme of a famous
composer. Living Silver is being
distributed bv .A. F. Films, Inc.,
.N.V.
Fifteen miiuites is all too short
a lime to cover the fascinating
subject matter of this production.
Ptcmote YOUR
PRODUCTS AND SERVICES
AUTOMATICALLY
ADmotlc will help increase your
soles In o "buyers" market — the
ideal promotional medium for:
Dealer Display rooms
Retail store departments
Store windows
Office lobbies
Sales offices
Trade Shows
Personnel waiting rooms
Employee training quarters
Sales meetings
YOU can automatically and economically stiow
your products and their special features in a
sequence story with 30 2" x 2" color slides
magnified upon the large ADmatic screen. AD-
motic exhibits sharp, deor pictures or copy mes-
sages even under bright over-head lights. Long
life — sensibly priced. Synchronized sound at-
tachment at nominal added cost.
Write for complete details.
Mm a tic Projector Company
^sl Jackson >lvd.. Chicago 4, lilir
HOUSTON Color Laboratories
THE WORLD'S LARGEST
^ 35mm Ansco Color Motion Picture Labo-
ratory with a daily capacity of 100,000
feet provides these services in 35mm
Ansco color.
[35MM COPIES FROM 35MM OR 16MM MOTION PICTURE FILMS,
SOUND OR SILENT
35AAM COLOR MASTERS FROM COLOR ORIGINALS <ANY SIZE) 1
OR FILM STRIPS J
35MM COLOR COPIES OF FILM STRIPS
2x2 COLOR COPIES FROM 2x2 ORIGINALS ]
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♦ HIGHEST COIOR RENDITION
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* CONSISTENT QUAIITY
♦ LOWEST PRICES
THE HOUSTON COLOR LABORATORIES
M807 WEST OLYMPIC BOULEVARD
LOS ANGELES 25, CALIFORNIA
Bradshow 24331 Cable: HOUSCORP
NUMBER 5 • VOLUME 10
35
Men who make
mam
|lllIN |. W INC.I Kl IK
Transfilm, Inc., Selects WIngerter
♦ John |. Wingertf.r has been
appointed assistant to \V. Miese-
yAEs, president of Transfilm, Inc.,
New York City. Previously Win-
gerter was general manager ol
Louis dc Rorhmont Associates. As
assistant to Micseqacs, he will
work with all Transfilm dcparl-
ments.
Bernard K. Dudley
MPO Appoints B. F. Dudley
♦ I')! KN AUD K. Dudley has been
appointed Director of Sales for
Ml'O Productions, Inc. of 342
Madison .\venue. Firm is current-
Iv proiliK ing color motion pictures
lor \asli .Motors, Texaco, Pan
\merican World .Virwavs, and
ihc l-'ord Motor Company.
Quadrant Adds Mezey to Staff
♦ Lawre.nce Mezey, formerly
chief soinid engineer for the RC.V
subsidiary serx ing the Balkans oiu
of lUidapest. Hiuigary, has been
appointed head of the sound
recording studio of Quadrant
Films, Inc., 18 \V. 55th St., New
York City.
J. Benoit-Levy Leaves U.N. to
Return to Motion Picture Work
♦ I Ik Director of the Films and
\isual Inlormation Di\ision of
the llniled Nations Public Intor-
inalion Department, Jea.n Benoit-
\.i\\. lias left the UN to resume
his .11 lisiic career.
rile French director, who wrote
Tin III of Motion Picture and
dire (led m.iny famous French
iiiii\iis. has been named .\dviser
and Honorary Director of the UN
DepariiiKiit of Public lufornia-
ticjii.
Broadway Composer Scoring Three
for Princeton Filnn Center
♦ .Vlex North, composer of mu-
sic for Broadway hits, (Death of a
Salesman, Queen of Sheba, The
Innocents) is doing the musical
stores for three films in a docu-
mentary series being shot on loca-
tion in Venezuela by the Prince-
ton Film Center.
Productions will be released this
fall when series, titled Transpor-
tatiou— Symbol of Progress, is com-
pleted.
March of Time Moves Up Shea
♦ FkANK Shea, familiar lo all as
the MOT New \ork office man-
ager, has been jumped to the
command post of national direc-
tor of commercial and television
sales. He reports to Arthur Tour-
tellot. associate producer.
In tlie Midwest for a few da)s.
Mr. Shea attended the recent
NAVED convention in Chicago.
SALESMANSHIP HAS
BEEN DEAD EOR 10 YEARS !
MANAGEMENT: — What help do YOU give to YOUR
FRUSTRATED SALESMEN when they bog down because
of the SALES RESISTANCE they're getting now?
They haven't had to SELL for 10 years you know.
Their sales effectiveness and your Sales Volume
depends directly upon the selling dynamite you
give to them.
Action-producing .... sales getting dynamite
is ready for your immediate use„_Yes the 1949
Aggressive Selling Film Series is packed with
practical selling "Know How" which your men can
use in their very next interviews. Firms al-
ready using this series tell us they are getting
business their salesmen might otherwise be
losing.
Are your men PRICE CONSCIOUS? Do they have
trouble CLOSING? Do they sell the BENEFITS AND
ADVANTAGES of your product or service? These
are only a few of the phases of selling covered
in the Series.
Wire or write for full details TODAY — NOW is
when you expect your men to produce MORE SALES !
ROCKETT PICTURES, INC.
6063 SUNSET BOULEVARD
Hollywood 28, California. Telephone: GRanite 7131
I'lin.i.ii's Brooks Nichcils
Audio Productions, Inc. Names
Phillips B. Nichols Sales Manager
♦ Phillips Brooks Nic.hoi.s, for-
merly of RKO-Pathe, Inc., has
been appointed Sales Manager of
.-Vinio Productions, Inc., pro-
ducers of business and educational
films as well as motion pictures
lor television.
Mr. Nichols recently resigned as
Manager of the Commercial Film
and Television Department of
RKO-Pathe, Inc., which he orga-
nized for that company in 1945.
Some of the outstanding films pro-
duced under his superv ision have
been Mr. Bell, the .Mexander Gra-
ham Bell centennial film for the
.American Telephone and Tele-
graph Company, Behind Your
Radio Dial for the National
Broadcasting Company, This Gra-
cious Heritage for the Gorham
Manufacturing Company, General
Mills Today, the 1948 annual re-
port of that company, and Hori-
zons Unlimited for the .Automo-
bile Manufacturers .Association.
Mr. Nichols' appointment to
head-up all sales activities for
.Audio Productions, Inc., is part
of the company's new expansion
program, recentlv' announced by
Fr.\nk K. Speidell, President,
which includes additions to the
writing staff and added space for
])roduction.
Pictures for the Association of
New Jersey Railroads, Chilean
Nitrate Sales Company, McGraw
Hill Book Co., National Board of
Fire Underwriters, National Can-
cer Society, The Texas Company
and the U. S. Navy are now in
production at .Audio, in addition
lo several series of television films.
V^olff To Paris For EGA
♦ With the completion of his
tluties as associate producer of
Lost Boundaries, Lothar AV'olff
has been granted a leave of ab-
36
BUSINESS SCREEN MAGAZINE
! sence bv I.oi is diRochfmom m
plan ami tliicct motion ]>icliirc
nrotluction acliviiiis for ilu- Eco-
iioinic Cloopt ration Adniinislia-
tion. He lias lilt lor Paris wluri-
he will be atiaduil to the Oliuc
nf the Special Representative.
Jam Handy Adds Paul Bencks
♦ Paul Bencks, new face in the
|am Handy Organization, is
slated to head up the Equip-
ment Evaluation Section of the
rraining Devices Department.
Hencks moved to Jam Handv fiom
j Pall Bencks
I a post with the .American Optical
' Co., and previously was attached
I to the Special Dev ices Div ision of
I the Nav y.
' Frank Seaver Rejoins Jann Handy
Another change ol [jersunnel at
j the Jam Handv Organization in-
volves the return of Fr.\nk Sea-
ver, with JH between 1939 and
1945. He has rejoined the sales
and contact staff of the New York
lilkif, not let me c^uoie
if»u »*i ifOnA *te^ jfulL
calo^, 6j»uKd m&tu^n
fxictune?
'Iliank^.,
P.S. IdJe p/iadiice e^-
celle4^ jjiUtvi. ontnade^i
Isudcfeii.
SAM ORLEANS
AND assoc:ates, inc.
■ llSteriilclldg lllW.Cu
Meinphii
rh<ii.e 17-SIOO Phone 3-9091
TENNESSEE
Frank Seaver
olfice and will be responsible for
lelevision production work.
John L. McGuire Joins Sarra, Inc.
♦ Sarr,\, Inc. has added John L.
McGuire to the Chicago sales
statf. He will assist Ted Croflt
in Midwest area film sales. .After
ihe war, in which he was a Marine
[jilot, he was associated with the
N.ATio.NAL Provisioner magazine.
RicH.\RD G. Dorn
...Ross Roy's photo, film head
R. G. Dorn Joins Detroit Group
♦ Richard G. fJoRN has been
placed in charge of all photo-
graphic and film pnjduction of
Ross Roy. Inc., Detroit ad agency.
Following his graduation from
Cornell University in 1930 with a
degree in mechanical engineering.
Dorn was employed by the Sun
Oil Company and later went with
the Jam Handy Organization
where he superv ised slidefilnis and
motion pictines.
Baumstone Joins Family Films
♦ New General Sales Manager of
Family Films, fNC, is Harold
Baumstone, who leaves Post Pic-
tures Corp. FF is a new organiza-
tion devoted to the production
and distribution of modern reli-
gifjus and sociological I6mni films.
.As GM. Baumstone will operate
out of N^■c.
2.44xUUif a^ Cc04^Xi41Uf> . . .
Our scripts will cost no more, and
probably will cost less, than
you're actually paying now. We
can prove it. Ask us.
Sc^ipM L
^
The Complete Film Writing Service
GUARANTEED ACCEPTABILITY
709 ATtANTIC BIDG.
WASHINGTON 4, O.C.
930 F STREET NW
EXECUTIVE 5941
VARIABLE SPEED MOTOR
with TACHOMETER
/or
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 6-50 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Voll DC vofiable Speed 8-50
Frames.
115 Volt AC 60 Cycle, Synchronous
Motor, Single Phose.
220 Volt AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
Animaiion Molort for Cine Special. Maurer
and Mitchell Cameras. Motors for Bolex and
Fiimo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, INC.
20 West 22nd Street
New York 1 0, N. Y.
NUMBER 5 • VOLUME 10 • 1949
37
Eastman Kodak Develops Process
For Low Cost Full Color Prints
♦ MoxeiiiLnt in the photographic
imkisti) is awa\ Iroin complicated
processes and cabalistic eciuipraent
and towards a genuine simplifica-
tion of techniques heretofore re-
stricted to talented professionals.
A recent indication of this was the
Land one-minute camera. An-
other, equally important in terms
of a trend, is the newly announced
Eastman Kodak Flexichrome Proc-
ess for full color prints.
Putting it in terms of cause and
effect, this process uses brush-
applied color dyes to convert a
print to a true full-color picture.
No special ecpiipment or addi-
tional darkroom facilities are
needed, and color prints may be
made from either black and white
negatives or color transparencies.
Step by Step: Take a black and
white negative and make either a
contact or projection exposure on
Flexichrome Stripping Film. Proc-
ess through simple baths to arrive
at a gelatin relief image. Transfer
relief image to a permanent sup-
port—any type of fixed-out photo-
graphic paper. At this point, some
fifteen minutes after process be-
gan. \ou ajjply Flexichrome colors
with a brush. These are absorbed
selectively into the image, in pro-
portion to thickness of the gelatin.
This is the key to color values,
for the print, with semi-automatic
response created by the special
baths accepts only a certain
amount of the color applied.
Highlights and white areas ac-
cept little or no color, and so
remain clear.
Only special skills rec|uired are
in the hand-applied brush process.
Some experience in working with
color is necessary, and the Flexi-
chrome Process can be considered
easy only when the color operator
has gained experience with it.
Portrait, commercial, and illus-
trative photographers will find
this new technique of value, as
will the display business— which
now has a low-cost source of full-
color prints.
Advertising and editorial work-
ers can use it in projects where a
number of different illustrations
ranging from line drawings to col-
or transparencies are to be com-
bined in the production of an
advertisement or editorial page.
Flexichrome film simplifies this
work since any type of continuous
tone or line copy can be copied on
the film, stripped in position on
the conibine'd ])age, and colored
in any way desired.
Westrex Economy Re-recorder
♦ .\ new 3jmm "economy" re-
recorder developed especially for
use in small studios that demand
highest cjuality at relatively low
cost has been announced by the
Westrex Corpor.\tion.
This assembly completes the
Westrex line of 35mm and 16mm
lecording and re-recording equip-
ment from which studios may
make their selections to meet
budget demands.
.\s in all \A'estrex re-recorders,
ample space is provided adjacent
to the film path in order that a
supplementary magnetic repro-
ducer may be installed if desired.
Thus, photographic or magnetic
reproduction may be obtained by
simph llirowing a switch.
Palm-Size Optical Pointer Puts
Your Finger on the Screen
♦ Penberthv Instrument Corpo-
R.\TiON of Spokane, Washington,
has developed a projection aid
that materially assists a lecturer,
The Penberthy Optical Pointer
super\isor or demonstrator in his
film or slide presentation.
This unit is a gun-shaped, bat-
terv-powered optical pointer
^vhich projects a bright arrowhead
on the screen. Since the arrow-
head appears at the spot the "gun"
is pointed, the demonstrator is
able to call attention to any part
of the illustration appearing on
the screen.
LESLIE ROUSH
PRODUCTIONS, INC.
119 W. 57th St., New York 19, N. Y.
PRODUCERS OF
1
MOTION PICTURES
FOR INSTITUTIONAL,
PUBLIC RELATIONS
AND EDUCATIONAL
PURPOSES
1
LESLIE M. ROUSH JULES K. SINDIC
Photo Research Corp. Perfects
Color Temperature Meter
♦ Color temperature is something
you can't measure with a ther-
mometer—although it's probable
that many motion pictuie work-
ers have fervently wished that it
were possible.
When England's Lord Kehin
lent his name to the science of il-
lumination, it's doubtful if he
knew what a bad time he'd be
giving cinematographers in the
future.
The response of color film to
light is critical— and the labora-
tories which produce color film
balance for illumination of a cer-
tain color. The color of light, in
this connection, is referred to as
temperature of so many Kelvin
degrees.
In the past, color or color-tem-
perature of lights has been a
bumbling, fumbling process. Ei-
ther the technician had to com-
pare a visual check of the light
source with a visual check of the
light given off by reflected candle-
light, or busily spin knobs to
match a fixed color ^vith a portion
of a color wedge illuiuinated by
the light in question. In the first
case, he, like Diogenes, was forced
to carry his own candle to seek
the truth. In either case, if his
own eyes were off balance in color
perception, so would be the film.
But no more grey hair now, for
a new color meter has been intro-
duced by Photo Research Corp.
of Holhw'ood, makers of the well
known Norwood meter.
Ihis new color temperatine me-
ter is simplicity itself. Shaped
something like a hand mike, it
only has to be pointed at the light
source, and a trigger pulled. This
done, a needle on the face of the
meter automatically indicates the
color temperature of the light
source on an angle dial.
Titled the Spectra Direct Color
Meter, this unit has a range of
from 2.000 to 30,000 Kelvin, and
will read color temperatmes wher-
e\ er there is enough light to shoot.
* * #
Announce Six-Drawer Cabinet
for Filmstrlp Library Systems
♦ A six-drawer all steel cabinet,
designed to house filmstrip library
systems, is being tnarketed by the
J. C. Coffey Co. of Chicago.
Each drawer contains compart-
ments for 45 titles, and each unit
can be lock-stacked with another,-
permitting unlimited expansion.
Instructions on filing and storing
film-strijj libraries are included.
38
USINESS SCREEN MAGAZINE
MgW ^^©©IPO
Movie-Mite adds full circle swivel
slidefdm prnjeclnr to live.
Movie-Mite Adds Slide Projector
♦ "Bell Boy," a new sound slide-
film projector, is the latest item in
the Mo\ie-Mite Corporation line.
New case styling, and lighter
weight are its talking points.
Case size 18xl7i,2x6i4. weight
291/^ lbs.. 300 watt lamp, 8-inch
speaker and 16-inch SSl/g record
capacity.
Best feature is an arrangement
for full circle swi\el of the projec-
tor for easy screen framing from
any angle.
* * *
Picture Recording Co. Designs
Effective Point of Sales Unit
♦ Impulse bu\ing is boosted bv
point of sales aids such as cabinet
projectors, and one of the newest
^ales boosters in this field is the
Pictur-\'ision projector designed
and marketed b\ the Pictire Re-
CORDI.N'G CoMP.\NV of Oconomo-
woc, Wisconsin.
Slides operate continuously,
changing at six-second intervals.
Sequences, carr\ing sixteen slides,
may be changed in a few seconds.
Easy adaptation may be made for
speeches on wire, tape or conven-
tional records. The unit mav also
be converted into a training aid
for salesmen.
Pictur-Vision Cabinet Projector
HEALTI^SPOX
AUDIO-VISUAL EQUIPMENT FOR
Peerless Processing Announces
Compact Film Treatment Machine
♦ .\ space-sa\ing lilm treating
unit, specifically designed for the
smaller producer, television sta-
tions, and those organizations
working with smaller quantities
ol film has been de\ eloped bv the
Peerless Film Processing Corpo-
R.VTIO.N.
This model, \K-16, needs onlv
() scpiare feet of floor space, uses
110 volt current and can handle
sixteen 1600-foot reels of 16mm
film per hour— or half that quan-
tity in 35mm.
In a Peerless Film Treatment
imwound reels are treated with
BUSINESS & INDUSTRY
rf
S. S. Krlpa heads new Holly-
wood Peerless service station.
chemical gas to toughen the gela-
tin and lubricate the film surface
for freer passage through the pro-
jector.
While this treatment is prima-
rily intended for "green" film, a
modified treatment has been
found helpful in revitalizing old
film that has become brittle or has
deteriorated.
Peerless has recently issued a
new edition of its folder, "Twentv
Questions on Film Protection, "
and it is free on request to them
at 165 W. 46th St.. New York City.
Peerless recently, to fill out ser%-
ices not offered by commercial
P.lm laboratories, opened a Special
Ser\ice's station at 959 \. Seward
St.. Holhvvood.
This station, under the direc-
tion of Suzon Steinle Krupa and
Tommy .\yres, will be available to
producers with limited facilities,
to distributors for cutting and ed-
iting and all special handling of
film. The station will be equipped
with the \'K-16 units for Peerless
Film Treatment.
Bl 1T-«ELDED SPLICES in magnetic
tape are inaudible on playback.
New Butt-Weld Splicer Announced
For Magnetic Recording Use
♦ Prestose.vl Mfg. Corp. of Xew
York, designers of biut-wekl splic-
ers for the audio-visual field, have
announced a new imit permitting
critical splicing of f|uarter-inch
magnetic tape without use of ad-
hesives or loss of tape material.
Operating principle of the unit,
MT-1 Presto Splicer, is based on
heat and pressure applied within
a controlled time cycle. The weld
is obtained without adding to the
thickness of the tape, and the
splice is inaudible even with plav-
back amplifier at maximum gain.
Information may be obtained
from L. .\. Herzig. Sales Div. Pres-
toseal Mfg. Corp., 38-01 Queens
Blvd., Long Island Citv, Xew
York.
* * ♦
Issue File Box for Color Slides
♦ .\ new KoDASLiDE compartment
file for 2x2 slides is available on
the market for those ivho w-ish to
file by group within a general sub-
ject.
The box consists of tweh e com-
partments hinged together in
such a way that thev form a com-
plete file box when closed.
Walton Humidifier Now Available
♦ If lack of hmniditv is vour
problem, look into the new Model
30 Hi MiDiFiER released bv \V.\L-
TON Labor.vtories of Ir\ington.
This unit evaporates three gal
Ions of water per hour, takes 230
watts of power, needs no piping
or duct work and is designed for
use in spot humidification or as
a huniiditv booster.
Display King Slide Projector
Line Has 128 Basic Variations
♦ .\n im|)ressive new ainomatic
slide projector was demonstrated
last month in New York. The
Display King, made in 128 basic
variations to meet almost every
display need, consists of a 300 or
I.OOO watt \'iewlex projector
coupled to a sh^et steel base plate,
a motorized automatic dimmer,
motor operated changer, and fan
housing. It comes in four sizes for
8, 12, 16, or 32 slides on an easily
interchangeable circular mount.
The timing of the dwell for each
slide can be custom set at the fac-
tory according to the purchaser's
requirements, but is normally H/o
seconds, or. with coupled dimmer,
714 seconds.
With the coupled dimmer, the
Display King automatically fades
one picture out and another in,
gradually, from 0% to 100% of
full intensity, and with no abrupt
change from subject to subject or
from light to dark. .At the same
time, the dimmer can handle one
other incandescent load in opposi-
tion to the projector lamp. This
feature is especially useful to fade
in and fade out a translight of the
company name or trade mark in
an adjoining set-up.
.\ remote control switch can
also be used with the Displav
King, if desired, providing a dwell
length of any time required.
With its variations of size, lamp
wattage, lens focal lengths (2" or
5") . with or without dimmer,
stripped or with portable case,
conventional or remote control,
and timing, the Display King of-
fers a tailor-made tool for a wide
variety of displays, exhibits, trade
shows, \isual education or sales
training programs.
Display King is made bv Gale
Dorothea Mechanisms of Jackson
Heights. Long Island, N. Y.
Display King slide projector has
coupled dimmer permitting fades
from line piiture to the next.
Muslin and balsa wood make up the
super-size packages on this TV set.
The King-Size Cigarette
Gets a King-Size Television Set
♦ One ot the cuirent series of Pall
Mall conimcicials now being tele-
vised on 22 stations shows a group
of dancers waltzing about some
giant cigarette packs, pulling out
a cigarette and bringing on a huge
match.
Granted that Pall Malls are
King-Si/e. midgets still don't conic
that small, so Pathescope crews.
faced with the producing job on
ad agency Sullivan, StaufFer, Col-
well &r Bayles' script, went to work
to build a series of thirteen Pall
Mall packs ranging in height from
two to ten feet.
After a lot of testing to get the
right shade to simulate Pall Mall's
familiar red, a neutral gray was
chosen, and the packs were con-
structed of muslin stretched on
light balsa wood frames.
To maintain the illusion that
the dancers were Pall Mall size,
it was necessary that nothing ap-
pear in the picture but the danc-
ers, packs and match, so the entire
set was draped with 250 yards of
black velvet from floor to ceiling.
Pall Mall's illusion sequence
constitutes only half of a sixty
second counnercial, the rest being
animation. It's one more indica-
tion that big time TV advertisers
are now sparing no pains in pro-
thicing something startling and
new to garner audience attention.
Twice As Many Miss Rlielngoid
Ballots Convince Sponsor To Renew
♦ Following on last year's suc-
cessful promotion, during which
twice as many Miss Rheingold
ballots were cast as in any pre-
vious year, the Liebmann Brew-
cries will again sponsor a series of
five minute films in 65 appear-
ances during August on five New
York television stations.
Miss Rheingold of 1950 will
consist of a similar series to that
which ran in 1949, presenting the
six new candidates giving short
interviews on their qualities for
ckition to the top modeling job
in the country. Foote, Cone &
Helding is the agency, and Cara-
\(l Films will again produce the
popular TV film series.
TiitgVUSO®^ in the M^W.
There's Less Hesitation About Paying TV Costs
Community Chests To Use Puppets
In This Year's October Appeal
♦ The Conunimity Chests of
,\nierica are sponsoring a nine
minute film featuring marionette
characters that will be used
througlioiu the coiuitrv during
the October appeal this year.
Local councils of Community
Chest will use color prints of the
film in non-theatrical group show-
ings, and black and white prims
for television shows are also being
distributed.
Marionettes are expected to de-
liver in amusing style several seri-
ous portions of the Community
Chest message, such as advice
against donations to beggars
and iniiuvestigated charities. The
script and film idea were originat-
ed by Mrs. Eloise Walton, an ex-
ecutive of the Fund. Films For
Industry, Inc. is the producer.
Six marionette characters are in
ihc case, headed by a sprightly,
apple cheeked youngster, "Red
Feather," who typifies the Chest
welfare activities. Other figures
are a well-fed beggar, and Mr.
and Mrs. Public, a (luttery Society
matron, and a Mr. Meek.
The puppets were created by
Mary Chase, who also built the
string-animated Elsie the Cow,
and has been actixc in puppetry
work for various television proj-
ects.
National Committee on Films for Safety
for Its Special Award*
for the Ilunian Relations
Series Whieh We Had the
Pleasure of Producing for
The National Safety Council
'^"In recent years, "Safety Oscars"
have gone to such other Sarra films as
"15 Minutes To Go," "Mary Jones Goes
to Court," "You and Yours," "Home
Safe Home" and "Traffic Jam Ahead."
NEW YORK ■ CHICAGO ■ HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Sarra Turns Out New Minute
Movie for TV Toothpaste Ad
♦ IV audiences ihioiighoiu ific
nation are being introduced to
the new Amion ammonia -pro-
ducing tooth paste through a 60-
second commercial made by Sarra
Inc.
Filmed in Chicago studios, the
tele-commercial was suptr\iscd by
George Banlin. advertising man-
ager for J. B. Roerig and Com-
pany, makers of Amion.
Primary use of the counnercial
is on the Dumont Network's Sat-
urday evening variety show, "Cav-
alcade of Stars," featuring Jack
Carter. Film is also used as a spot
announcement over TV stations
in Aniion's distribution areas from
coast to coast.
Production of the conunercial
was directed by Joseph Ci. Bet/er,
Sarra director of film planning,
and Harry W. Lange, ])rochiction
manager.
# * #
TV Technicians See Lone Ranger
Footage One Day After Shooting
♦ Ihe entire imedited films o!
the daily shooting of the special
Lone Ranger television series
sponsored by General Mills for
showing o\er the video network
of the American Broadcasting
Company are being shown to
technicians from the network and
the Apex Film Corporation,
which is producing the film, just
one day after the pictures are
made. This has been done on a
daily basis since July 8.
The filming of the Lone
Ranger series started on July 7
and General Mills will present
the series on ABC in the fall.
The daily screenings of the
day's take are shown on a closed
circuit through a conventional 10
inch recei\er in the .\BC televi-
sion studios in Hollywood.
Both 35nnn and IGimn films are
being planned in order to provide
both types for telecasting by sta-
tions using each of the two sys-
tems. The Lone Ranger will be
shown on weekly half hour tele-
casts. Apex has contracted for 52
(omijlete episodes.
# # *
"Little Pablo" May Come to TV
♦ I wo black and white Uimm
films based on the Little Pablo
and Gfjrdo cartoon strips have
been completed by Reed Hay-
thorne, .\SC, for distribution by
ihe Donald Smith Co. of San .'\n-
tonio, Texas, in the 16 mm field.
Contracts call for six a year— and
makers hope that TV may pro-
\ idc a market area.
40
BUSINESS SCREEN MAGAZINE
NEW PRODUCTION CENTER
StRIKINC.L^ I'l^li.Mh. In, hill ll"il^'\
new quarli-rs nrr at ^57 U'. -ISth St.. hi
mtd-ttra'n Manhattan.
All Frederic House Facilities
Are Centralized Under One Root
♦ l-Ki-.oiRu: Hot'SE, Inc. has pur-
iluisid a building at 351 West
ISili Street, New York, and has
iiiiiipletely rebuilt it, inside and
iiui, to provide increased facilities
loi the ]jrodncti<>n of visual train-
ing media.
Summing up his company's
progress over the past three years,
pusidcnt Roei-;rt F. Davis said
th.ii the move to functionalize a
Type Titles
I ... a small item in the
; cost, but a big factor in
the appearance of the
finished production.
, THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO II
Iniildiiig Ml ill, II all \isii.il liain-
iiig iiKilia loiild be I'lluienth \>n>-
cliKi'd mukr one roof had been
|il.inncd loi siiiiir lime. In llie
new biiikling .lie s<|iaralc Moors
loi projeclioii room and shipping
builiiies, graphics and slidehlm
production where 2't artists and
animators are normally employed,
a script and cdilf)rial de|jartnient,
and ihe executive offices.
Xow in progress at the new
building aie an extensive series
ol \ isiiali/alions of all types for
ihe Office of Na\al Research in
lonnection with basic orientation
lor III mils, \ isiiali/ations for Air
folic RO rC manuals, a visual
training program for the |. C).
I'KI.SIDIM RoBtKI 1)A\1S (/(/O StaiiS df-
sii^n features of Art Departmeul with
that section's head, Millard David.
I'ennc) Company, a series of
sound slidefilms for the .\mericaii
Hotel .Association and a new mo-
tion picture on peace time uses of
atomic energy for the .State De-
partment.
Frederic House's academy award
winning film short. First Steps re-
cently added to its laurels by
garnering the blue ribbon for best
short documentary subject at the
Film Festival in Venice.
Officers and employees of the
organization invite visitors to
drop around.
COLOR • B & w <
CINEMATOGRAPHY
BLOW-UPS •
' RECORDING
REDUCTIONS • SPECIAL EFFECTS
• TV FILM PRODUCTION SERVICE
BEAUTIFUL 3-COLOR 35mm THEATER PRINTS
FROM YOUR 16mm COLOR ORIGINALS !
# PReClSION OPTICAL PRINTING D.^so/.ci, Wtpci.
Fades. Zoorm, Montages, Ai:lion Speod-c^anges. etc
9 1 6mm Co'o' So'jrtced Punting Waste's
W-lh All Spec^j/ Effects (ncloded
# 35mm Work Pnnf. hom 16mm Of.ginjfs,
'or Filter arid More Accurate- fdrting
ene Doctormg arid Quality A/tcJtion
I Matte-painting Composite^, Titles jrid Inserts
9 Background Profectiort jnd Trick Photography
% Television A-r-checks fof Reference Purposes
# Research and E'petimenlal Woik
ExpGrienccd Major Studio Technicians - — The Best in Precision Equipment — Modern Sound Stage
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or black and
white... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
For the BEST in
LABORATORY SERVICE
It's C F I
Complete laboratory service for Kiiiiiii
anil 3.S111111 films.
Facilities second to none in Hollywood
— cutting rooms, projection rooms, vault
storage, plus finely equipped machine
shop for maintaining and developing
precision cine ecjuipinent.
I miiiediate service. A large staff of pro-
fessional union technicians is maintained
to handle your needs (luickly and
efficiently.
C F I quality service costs no more !
Contact us about your work today !
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporation
959 Seward Street, Hollywood, California
Telephone - Hollywood 9-144f
NEW vobk: 1790 Broadway, New York 19, N.Y.
SPECIFY THE PRODUCTS ADVERTISED IN THESE PAGES
~~~jor tlie jirst time
fa complete guid<
to lighting
16: SPECIALIZED SERVICES 35:
FILMEFFECTS of Hollywood
1153 N. Highland A
JOHN ALTOIM
one of Hollywood's
ace Directors of Photog-
raphy, gives his expert
professional kno'w-how in
Painting with Light
This new book fully explains, for the
first time, all equipment used in Hol-
lywood today for lighting. It tells you
just what equipment to use and where
to place it to get the photographic ef-
fects you want, both indoors and out.
It shows how to light different types
of faces for close-ups, how to create
mood with lighting, how to pick a
good outdoor location and what equip-
ment to use in all kinds of outdoor
scenes, how to indicate different times
of day in interiors, how to photograph
rain, storms, firelight, night «cenes,
and scores of other special scenes.
The specific information you need
to achieve the best, most striking
photography, from a man whose
pictures are cited as "some of the
most exciting in cinema annals."
295 illus. & diagrams
see IT Fttee
The Mocfnillan Co., 60 Fifth Av«., N. Y. 11
Please send me a copy of "Painting with
Light" @ S6.00. 1 will cither remit
in full or return the book in 10 days.
I
I
I
I
I Signed
I
I Address
NUMBER 5
VOLUME 10 • 1949
41
Business Screen
mmim
National Ass'n of Photographic
Manufacturers Elects Officers
♦ Joseph C Wilson, picsidcnt,
The Haloid Company. Rochester.
Xe%v York, has been elected presi-
dent of National Association of
Photographic Manufacturers. Inc.
He succeeds [ames Forrestal. vice-
president and general manager of
the Ansco and Ozalid Divisions,
General Aniline & Film Corpora-
)()st;i'ii C. Wilson
...to he/id .\'.4Pi\[ ailwities
lion, Binghanuoir, New York, Wil-
liam C. Babbitt, irianaging direc-
tor of the Association ainiounccd
last month.
F. Glenn Hamilton, \ice-presi-
dent, Pako Corporation, Minne-
apolis, Minn., and Teo Molin,
director of sales. Photo Products
l)e])t., E. I. duPont de Nemours
& Co. Inc., Wilmington. Delaware,
were elected vice-presidents, and
H. A. Schumacher, vice-president,
GraHex, Inc., Rochester, New
York, was elected treasurer.
Elected to the Board of Direc-
tors were Mr. Wilson; F. Glenn
Hamilton; E. J. McGookin, gen-
eral manager. Revere Camera
Coiupany, Chicago, 111.; Teo Mo-
lin; Frederick G, Simmon, presi-
dent, Siinnion Brothers, Inc., Long
Island City, N.Y.; George G.
Tschume, manager. Photographic
& Special Government Division,
Bausch & Lomb Optical Company.
Rochester, N.Y., Adolph Wert-
heimer, vice-president. Radiant
Manufacturing Corp.. Chicago.
111.; and .Andrew A. Wollensak.
secretary, Wollensak Optical Coul
pany, Rochester, N. Y.
Those who continue to ser\e as
members of the Board of Directors
are James Forrestal; J. \. Calder,
sales manager. Camera Division,
David White Company, Milwau-
kee, Wis.; L. S. Kubiac, president,
I lie Photogenic Machine Com-
pany, Youngstown. Ohio; and
James E. McGhee. vice-president,
Eastman Kodak Companx. Roch-
ester, New York.
The National Association of
Photographic Manufacturers is
comprised of concerns from Coast
to Coast which produce somewhat
more than 90'''o of the total pro-
duction of photographic products
in the United States.
Radiant Screen Names Feldman
As Their New Sales Manager
♦ R.\DL\Nr Mfg. Co. has moved
H LRSCHEL Y. Feldman to the posi-
lioii of Sales Manager. Feldman
has been with Radiant for the
past two \ears, starting as assistant
Herschel ^. Fli,ii.\l\n
sales manager then moving to
General Manager in January.
•SALES PROMOTION
•SALES TRAINING
•JOB TRAINING
•PUBLIC RELATIONS
•TELEVISION
COMPANY
WALTON BUILDING - ATLANTA 3, GEORGIA
MOTION PICTURE PRODUCTION
RCA Victor Appoints Odoriizl
As VP in Charge of Service
♦ .A recent announcenieni tells
that Charles M. Odorizzi h;is
been appointed vice-president in
charge of ser\ice of the RC.\
Victor Division of the Radio
Corporation of America.
Mr. Odorozzi recently resigneil
as \ ice president and general man-
ager of the mail order di\ision of
Monigoniery Ward & Co., where
he luul been since 194.^. He joined
Monlgomcry Ward in 1937.
G. E. Srenier Added to DeVry
Sales Staff for Detroit Area
♦ G. E. Grenier has been ap-
pointed to the Sales Division of
the DeVrv Corporation. He will
devote his time primarily to the
industrial market in the motor
16MM
35 MM
George Grenier
. . .icill sell Detroit industry
city of Detroit ;Lnd siuroiniding
area. His address is 22432 Over-
lake Drive, St. Clair Shores, Michi-
gan. Mr. Grenier was formerly
associated with Instructional .Arts
cil Detroit ;is motion picture
(■i|uipment sales representative.
Cone and Knight to Serve Film
Requirements in Texas Area
♦ E. S. Cone and David Knight
announce the opening of their
films ec]uipinent exchange Cine-
.\iART Center at 712 Gray in
Houston, Texas. The center will
handle .-Vmpro motion picture pro-
jection equipment and accessories
as well as features and entertain-
ment short subjects.
The Cinemart Center will give
special attention tt) film schedules
recpiested by personnel managers
in the Texas area. Both Cone and
Knight were previously with Vis-
ual Education. Inc. and have had
experience in formulating recrea-
tional, promotional, and sales
training film programs for indus-
trial and commercial concerns.
42
USINESS SCREEN MAGAZINE
Bell & Howell Appoints Stauff
To Gov't Sales Liaison Post
♦ BbXL AND HOUELL Co., ill 3.
mi)\e undcrliniiii; the importance
of uovei'iiment contracts, has an-
jiioiniced the appointment of Carl
iStauff as coordinator of go\ern-
ment sales. Stauff was liaison offi-
cer between Signal Corps Pro-
curement and the Army Pictorial
Ser\ice dining the war, and has
been working in tlie photographic
field for lwenty-fi\e years.
His responsibility at BS;H will
be the interpretation of present
and anticipated needs of the vari-
ous armed ser\ices. His hope is
'to assist activity in research and
(development projects that will
keep the science of motion picture
; photography abreast of the rapid-
' ly advancing go\ernment require-
i ments.
i
I R. H. Maybrier Now in Charge
Of Southwest Soundfllms Sales
♦ RoBiRT H. MwBRitR, sales
niaiiager of the Distributors
C.iniip, Inc., of .\tlanta, Georgia,
5iiue 1941, is now in charge of
^al^^ for Southwest Sot.NDFiLMs.
In( .. of 423 South St. Paul Street,
Dallas, Texas, and has moved his
' residence to Dallas.
r R. D. Faber Moves From Coronet
Films to Ideal Pictures Corp.
♦ Robert D. Faber, sales promo-
tion manager for Coronet Instruc-
tional Films, has been appointed
in.iiiagei- ol ilir hiiAL PlCTt.'RES
C:<)Ri><)RAri().\ olh(e, at 207 E. 37ih
street, .New \ityk Ciiy.
The 34-\ear-()kl lormer lieuien
ani-connnantler joined the stall of
CoRoNrrin [anuary, I94(), follow-
ing ri\e and one-half years in the
Navv.
RoBtRT D. Fabfr
Young America Films Creates New
Title for T. C. Morehouse, Jr.
♦ Voiuig America's boaid of di-
rectors has handcrafted a new title
lor T. C. MoREHOL'SE, Jr., director
of sales since 1945. The new label
is Vice President in Charge of
Sales.
W Films has elected its other
ii.Micers. all holdovers from pre-
vious posts. The line-up is Stuart
Scheftel. President; Godfrey Elliot,
Executive \'ice President: John
W. Groves, Treasurer and Rich-
ard Reiss, Secretary.
RCA Shifts J. H. McConnell
♦ Joseph H. McConnell, who has
been vice-president in charge of
finance for RCA, now is executive
vice-president of the corporation.
Lindstrom Replaces Benoit-Levy
As UN Film and Visual Head
♦ Eanjandunnar Lindstrom,
Swedish film censor, has been ap-
pointed as the new director of the
film and \ isual information divi-
sion of the United Nations De-
partment of Public Information.
SPECTRA THE FIRST DIRECT
COLOR TEMPERATURE METER
fOR INSTANT . . . D/RECT COLOR T£MP[RATURl
READINGS of BOTH NATURAL and ARTIflCIAL LIGHT
Now a color temperature mecer chat, for the first time,
eUminates the chance of human error. The Speara is
absolutely accurate, featuring an extra sensitive photo-
electric cell, yet is as simple to use as an exposure meter.
Point it at the light source, touch the trigger, and the
needle registers the color temperature within a 100*
Kelvin. Proper correaion filters are imme-
diately indicated for the perfea exposure ac-
cording to color balance of film used. Tested
and proven by industrial and educational pic-
ture producers who lead in color production.
PHOTO RESEARCH CORPORATION
15024 Devonshire Street, San Fernando, California
a>5>
I
TRANSMISSION "T" Stop Calibration
PRODUCTS AND SER\1CES AD\'ERTISED IN THESE P.AGES
ARE QUALITY LE.-iiDERS I\ THE AUDIO-VISUAL FIELD
TERLESS
FILM TREATMENT
...the original
vapor- in -vacuum
film process...
Peerless
DESIGNING and
MANUFACTURING
of
Specialized lens
mountings and
equipment for
16min & 35mm ;
cameras ;
Animation Equipment ;
MOTORS for
Cine Special, Maurer
and Bolei Cameras
LENS COATING
John C/emens — hvwxxx Harwood i
NATIONAL CINE EQUIPMENT^
INC.
: 20 WEST 22ml ST., NEW YORK 10, N.T.
RENTALS — SALES
— SERVICE
Eyerao, Mitchell,
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
tl
'•RE^^
MAKES FILM LAST LONGER"
WRITE FOR FULL DETAILS
t-g-nggrcc "**• PROCESSING
ttKLt33 CORPORATION
165 WEST 46th STREET, NEW YORK 19, N. Y.
NUMBER 5 • VOLUME 10 • 1949
43
for price and quality
COMPCO
precision manufactured
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
See Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
Used with Rewinds For Editing
16mm and 35mm Sound Film
•k Completely self contained, PM Speaker, volume
control, off on switch, etc., all inside compact
63/8" H X 6" \V X 6" deep ca.se. Weight 7 lb.
•k 3\V audio power.
* Operates on 117V 60 cycles A.C.
* No Fly \Vheel— instant start and stop, with no
damage to film.
* Price $185.00 net F. O. B. Chicago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16,
MAGNETIC RECORDING
(continued from page six)
Recorder, made by the Hallen Corporation of
Btirbaiik. Calilornia; the Rangertone, manii-
lactured by Rangertone, Inc., of Newark, New
Jersey; the RC,\ con\eision of its standard
recording system to magnetic; the Reevesound
Magicorder and Magimite, made by Reeve-
sound, Inc., of New York; and the Western
Electric Company's conversion of the WE
model RA-123I photographic film recorder to
magnetic sound.
These instruments vary widely in price,
running from about $1500 to $8000. Require-
ments will be different among various pro-
ducers, some desiring simplicity, portability
and low cost; others wanting a complete re-
cording system with all possible refinements
regardless of cost. Generally, there is a syn-
chronous recorder available now to meet
practically all demands. .As recorder develop-
ment is in a state of flux, purchasers should
in\estigate to see if new modifications are
included on the equipment offered. Some
manufacturers supply complete equipment for
the list price quoted, while others offer the list
price equipment lacking many auxiliary items.
It is wise for purchasers to consider that some
magnetic jiiaterials may be handled on editing
equipment (rewinds, splicers, reels) which are
standard for regular film use while others
require special equipment which must be pur-
chased extra.
The Hallen is lightweight, inexpensive, and
uses 17.omm (split 35mm) magnetic film. The
medium price Rangertone uses standard quar-
ter inch tape iqjon which is recorded (30 cycle
.\C current alternations to maintain synchro-
nization with camera while not interfering
with normal sound recording. The RCA and
Western Electric conversions of their standard
photosound recorders use 35mm coated film.
The Reevesound Magicorders and Magimites
offer a magnetic recording s\stem complete in
(continued on the following page)
(AIkivc) Krr.'fi Magiitiic Film Recorder
Sensatio
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16mm AUTOMATIC
PROCESSING MACHINE
For TV stotions and small producers. Com- t«Anr
pietely self contained. Specially Priced for *l.lMh
quick selling! (Incl. lax) ONLY '*'*'*'
Write for dataili and Film Production "Sivrelab" Catalog
S. 0. S. CINEMA SUPPLY CORP.
Dept. H, 602 West 52nd Sf., New York 19
FILM PROTECTION
T/ie on/y fi/m profection \\\a\ pro-
vides a slippery-smooth surface
for easier trouble free projecfion
Gives Your Films
Extra Mileage
* Gaords against
scratches, wear and
climatic changes.
* Keeps films flexible
— reduces breokage
* Protects the sound
track
500% INCREASE IN LIFE
Save-Kofe Is a scientific process that covers
any 8, 16 or 35mm film with a tough, im-
pervious coating that protects and preserves
your film against dirt, dust, scratches, finger-
prints, abrasives, excess heat, extreme cold,
oil or high humidity. Save-Kote contains no
injurious chemicals and cannot affect the film
In any way. Can be applied to any film —
new or used — color or black & white.
Sdve-Kote is inexpensive! $1.25 per 400 ft.
reel. Special quantity discount on large
orders. Minimum order $2.50
SAVE-KOTE YOUR FILMS TODAY!
DEALERS-DISTRIBUTORS: Valuable territories
still available! Write today for complete In-
formation about the Save-Kote plan.
AMERICAN FILM REGISTRY
Save-Kote Division
28 East Jaci<50n Blvd. Chicago 4, Illinois
Attention! 16mm Film
Distributors - Producers - Owr}ers
A reliable film distributor dealing exclu-
sively on 16mm sound films in the PHILIP-
PINES is interested In leasing 16mm feature
films for I year contract. Return of same
guaranteed.
(Preferably)
; War Pictures
-Serials
-Adventure
-Religions
-Stories full of
fighting scenes
Write for further details and include
a Catalog to:
INSULAR FILM EXCHANGE
Rm. 312 De Leon BIdg.
Rlzal Avenue — Raon St.
Manila, Philippines
44
USINESS SCREEN MAGAZINE
A Sales Training
Program?
Or should you he?
Fen Doscher named it the number one
business problem of sales executives
today.
An accepted, prime tool of sales
training is the sound slide film,
properly backed up with Meeting
Guides and other integrating
material.
VC'e make them for:
Lily-Tuiip Cup Corporation
Johns-Manville Corp.
Singer Sewing Machine Co.
E. R. Squibb & Sons
The New Haven R. R.
Empire Crafts Corp.
Robert Reis & Co.
Gregg Publishing Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
Write or phone: COlumbus 5-7621
245 West 55th Street
New York 19, N. Y.
THE MART MESSAGE
Have vou seen— Have vou heard the
HAllEN RECORDER
For perfect synchronous magnetic tape
recordings. High quality performance.
Lo« production costs. 16 and 35 mm.
High intensity on low amperage
COIORTRAN LIGHTS
Vpprox. 16,000 watts on a 40 amp fuse.
Three different types to meet your needs.
.\RRIFLEX CINE-SPECI.\L BOLEX
BELL & HOWELL EYEMO FILMO
.\URICON .\ND AL\URER
SINGLE SYSTEM
C.-\MER.\S .\ND .\CCESSORIES
PROJECTORS RECORDERS
EDITING AND LAB EQUIPMENT
TRIPODS • BLIMPS • DOLLIES
• PORTABLE .MIKE BOOM •
• SPECI.AL EFFECTS UMTS •
Write for Mart .Message
THE CAMERA • MART inc.
70 WEST 45»h ST.
NEW YORK 19, N. Y.
CABLE ADDRES5-CAMERAMART
WORLD-WIDE SERVICE
MAGNETIC RECORDING
(CO.Nll.MED FROM IHF OPPOSIIF. PAGK)
every detail. Rccvesound uses 16nini or 3.5mni
magnetic film.
No Shortage of Lab Facilities
Several sound studios and film laboratories
are offering magnetic recording and re-record-
ing facilities usually at rates equal to those for
photosotind work.
Precision Film Laboratories, Inc. is
tciuipped with re-recording facilities for trans-
fer of sound track from magnetic tape to
Ifimm film. The output of the tape repro-
ducer is fed into a Maurer recorder where it
is given proper equalization and subsequent
processing for use in conjunction with black
and white or Kodachroine pictures in the form
of combined prints. Maurer re-recording fa-
cilities gi\e either negative or direct positive
track in variable density or variable area form
as desired. The tape reproducer will handle
SjB inch or V4 inch tape at speeds of Ti/o, 15
or 30 inches per second. Equipment in use
at Precision is the Rangertone console model.
Reeves Sound Sttidios is equipped for syn-
chronous magnetic recording either in studio
or location work, using Reevesound equip-
ment. Reeves Sound Studios has pioneered in
magnetic research and development along
with the Reevesound Company, an affiliated
corporation, and is noyv recommending the
magnetic system to all clients.
Eniil Velazco, Inc. has recently installed a
lu■^vly devised recorder designed and manu-
factured by Velazco sound engineers. Both
direct recording on this equipment and re-
recording from any magnetic system to photo-
sotind are included in \'elazco service.
Wh.vt's Been Done, \V'hat's To Come
Magnetic, though coming into wider use
each month, has not been used as yet by most
New York producers. Hartley Productions has
a Hallen recorder with the Pan .American
IlOigi To Europe crew now on location in
France and Belgium. Louis deRochemont has
also used a Hallen, and recorded some scenes
for his new film Lost Boundaries on a Ranger-
tone. Leslie Roush has done excellent work
on location for a new Bethlehem Steel picture
with magnetic.
Xfagnetic sound recording has de\ eloped far
beyond the purely experimental stage, and it
seems certain that during the next year more
and more commercial productions will utilize
its advantages.
In the medium price bracket, the
Rangertone uses J^-inch tape.
Engineered
by Magnavox
-Visibly
Better--
Built by makers of world-famous
Magnavox tele\ ision-radio-phono-
graphs to do your training job better.
For details on new automatic models,
write ILLUSTRAVOX, 2131 Bueter
Road, Fort Wayne 4, Indiana.
DIVISION OF THE
IVI.
COMPANY
Film and Record
Storage Cabinets
Model 12. pictured
below, will hold and
protect up to 24
12" records and 24
I Vi" cans.
Model 16, similar in
construction, holds 50
16" records and 50
cans.
9 When your client has the records and
films successfully in the hands of his dealers,
how do the dealers take care of them? To
insure maximum success for your campaign
those films and records must be in use a long
time.
We design carriers to meet your problems.
We give you prompt, intelligent service. Our
production and prices are right.
Wri'e for Standard Price List
PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
NUMBER 5 . VOLUME 10
45
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 Allyii St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
rix rilm Service, 34 E. Putnam
Ave., Greenwicli.
Eastern Film Libraries, 1 18 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
Paul L. Brand & Son, 21,53 K St..
Washington 7.
The Film Center, 015 12th St.
N.W.. W.nshington.
The Walcotl-Taylor Company,
Inc., 501 Mills Bldg.. Washing-
ton, 6, D. C.
. MAINE •
D. K. Hammett, Inc., fi20 Congress
St., Portland 3.
• MARYLAND •
Folkemer Photo Service, ',)27 Pop
lar Glove, Baltimore Ifi.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 1 16 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Jarrell-Ash Company, 165 New-
bury St., Boston 16.
South End Film Library, 56 Val
Ionia Ter., Fall River.
Gilbert & Kelly, Inc., 134 Mid-
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central A\'e., Lynn.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St.. Manchester.
• NEW JERSEY •
Vitascope, Film Distributors, 155
Washington St., Newark 2,
Phone Mitchell 3-7880.
Slidecraft Co., .South Orange, N. J.
. NEW YORK •
A. B. T. Productions, Inc., 460 W.
54 th Street, New York 19.
Wilber Visual Service, 119 State
St., Albany. .-Xlso 28 Genesee St ,
New Berlin, New York.
Euchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42 20 Kis-
sena Blvd., Flushing.
Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau) 35 West 45th Street, New
York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway. New York 19.
Otto Marbach, 630 9th Ave., New
■iork.
Mogul Bros., Inc., 112 114 W. 18th
St., New York 19.
Nu-Art Films, Inc., 145 W. 45ih
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth .Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 186 Franklin
Street, Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS SufFern.
Bertram Willoughby Pictures,
Inc., Suite 600, 1600 Broadway,
New York.
. PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Kunz Motion Picture Service,
1319 Vine St., Philadelphia 7.
1905 Sanderson ,\ve, Scranton 9
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharpsville.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
. WEST VIRGINIA •
J. G. Haley, P. O. Box 703.
Charleston 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
\Vilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg.. Birming-
ham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
.Arlington Suburb. Jacksonville.
Orben Pictures, 1137 Miramar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St., Tampa.
. GEORGIA •
Calhoun Company, 235 Ponce Dc
Leon Ave.. N.E., Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISL\NA •
Stanley Projection Company,
21114 Murray St., .Alexandria.
Southern Pictures Company, 1024
Bienville St., New Oi leans.
Stirling Movie & Photo Co., 1052
Florida St., Baton Rouge 85, La.
Ideal Pictures Co., 826 Barione
St., New Orleans 13.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
. MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20'!
Glenwood Ave., Raleigh.
. SOUTH CAROLINA •
Palmetto Pictures, Inc., 719 Sa-«|
luda Ave.-At Five Points, Col-i^
umbia 11.
. TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.Avenue, Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv
ice. Maxwell House Office Bldg.,
Nashville.
. VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 202 E.
C;arv St.. Rithinond.
MIDWESTERN STATES
. ARKANSAS •
Democrat Printing and Litho- ij,
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St.. Little Rock.
• ILLINOIS •
American Film Registry, 28 E.
Jackson, Chicago 4 - HAr 7-
2691
Ideal Pictures Corp., 28 E. 8th
St., Chicago 5.
USINESS SCREEN MAGAZINE
46
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
fam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago 1
\IcHenry Films, 537 S. Dearborn,
Chicago 5.
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
iwank Motion Pictures, 614 X.
I Skinker Blvd., St. Louis .5, Mo.
Association Films, Inc.. (formerly
V.M.C.A. Motion Picture Bu-
I reau), 206 S, Michiiiun A\c.,
. Chicago 3.
• INDIANA •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Indiana Visual Aids Co., Inc., 726
N. Illinois St., Indianapolis 6.
iSurke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA •
'ratt Sound Film Service, 720
Third .Ave., S.E., Cedar Rapids.
Ryan Visual Aids Service, 409 1 1
Harrison St., Davenport.
• KANSAS-MISSOURI •
\ansas City Sound Service {Ideal
Picture Corp.) 1402 Locust St.,
Kansas City 6, Mo.
Select Motion Pictures, 1326-A
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
;Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
Ave., Detroit 7.
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
papital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3.
National Camera Exchange, 86 S.
Si.\th St.. New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Serv-
ice, 1025 .North M.iin Street.
Akron 10.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.Ave., Cincinnati 19.
Academy Film Service Inc., 2300
Payne .Ave., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid .Ave.. East Cleve-
lantl 12, Ohio.
Fryan Film Service, 3228 Euclid
.A\e., Cleveland 15.
Sunray Films, Inc., 2108 Payne
-Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films, Inc., 29 Central
.Ave., Dayton I.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles Ave., S. E.. Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St.. Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Axe., Mil-
waukee 12.
WFSTFRN STAIES
• CALIFORNI.*^ •
Donald J. Clausonthue, 1829 N.
Craig .Ave.. Altadena.
Donald Reed Motion Picture
Service, 8737 \Vilshire Blvd.,
Beverly Hills.
Camera Craft, 6764 Lexington
Ave., Hollywood 38.
Coast Visual Education Co., 6058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los .Angeles 5.
Jam Handy Organization, Inc.,
7046 Hollywood Bhd., Los .An-
geles 28.
Raike Company, 829 S. Flower
St., Los Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., (formerly
V.M.C.A. Motion Picture Bu-
reau), 351 I ink St., San Fran-
( is(() 2.
C. R. Skintier Manufacturing Co.,
292-294 Turk St, San Francisco 2
Shadow .Arts Studio, Wickenden
Bldg., P. O. Box 471, San Luis
Obispo.
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Ninth .Ave., Denver 3.
• IDAHO •
Howard P. Evans, .Audio-Visual
Equipment, 305 X. 9th. Boise.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma
City 6.
H. O. Da\is, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.A\e., Tulsa 5.
• OREGON •
Cine-Craft Co., 1111 S. W. Stark
St.. Portland 5.
Ideal Pictures Coip., 915 S. W.
10th .Ave., Portland 5.
Moore's Motion Picture Service,
306-310 S. W. Ninth Ave., Port-
land 5.
• TEXAS .
Association Films, Inc., (formerlv
Y.M.C.A. Motion Picture Bu-
reau), 3012 Maple .\\c., Dallas
4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dalhis I.
Ideal Pictures, Inc., 2024 Main
St., Dallas I.
Visual Education, Inc., 12th at
Lamar, .Austin; Also, 2010 N
Field St., Dallas I; 3905 S. Main
St., Houston 4.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City 1.
• WASHINGTON •
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
Rarig Motion Picture Co., East
1511 Third Ave., Spokane.
• HAWAII •
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
A\e.
Branches:
Edmonton, Aha., 10022 102nd
Street
.Montreal, Quebec, 263 Craig St.
West.
Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. John's, Xfld., 445 Water St.
Radio-Cinema, 501 1 Verdun Ave.,
Montreal, Quebec.
FOREIGN
Distribuidora Filmica Venezolana,
De I6MM., S.A., Apartado 706
Caracas, Venezuela, S.A.
Insular Film Exchange, Room
312, De Leon Bldg. Rizal .Ave.
Cnr. Raon Manila Philippines.
There's An Audio-Visual Specialist in Your Town!
■* Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection e(|uip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
Visual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 5 • VOLUME 10
9 4 9
47
BATES HELPS SALES FIELD
(CONTINl'En FROM PAGE TWENTY-SEVEN)
experience with its first film, the Bates Com-
pany sponsored another picture, It's Good
Business, wliicli shows the salesman's problems
through the eyes of a purchasing agent. Made
primarily for purchasing agents, the new film
is concerned with buying practices and the
relationships between buyers and salesmen. It
raises such problems as relationship between
purchasing and using departments, reciproc-
ity connncrcial bribery and price bii\ing.
Both Bales pictures are more than product
promotion (although Bates products are seen
in the films) or mere sales and purchasing in-
"The Audio- Visual Book of the Year'
"EXPERIMENTS ON
MASS
COMMUNICATION"
Volume 3 of the Studies in Social
Psychology in World War II
PUBLLSHED JUNE 1949
by the Princeton University Press
345 pages, illustrated • S5.00 the copv
EXPERIMENTS
ON MASS
COMMUNI-
CATION
• • •
BY
CafI 1. Hovland
Arthur A, Lumsdaine
Fr«d D. SheHbId
Ml^ud.- .I-Hl-Mt.! 1^ -l,, i.vul ---i.;..!.- ll^r.t.f. r..,imll
by Carl I. Hovland, Arthur A. Lumsdame, and Fred D. Sheffield
Here Are the Facts About the Effects of Wartime Films
This volume reports on the studies of mass communications, particularly of films, made
during World War II by the Army. These studies were part of a giant enterprise in social
science research sponsored by the Research Branch, Information and Education Division of
the Army, under Major General Frederick H. Osborn. After the war the data were released
to a ci\ilian committee of the Social Science Research Council, which was supported by the
Carnegie Corporation.
This book evaluates the various Army films and |3rograms designed to make the soldier
aware of the ideological issues behind the war. It also studies the methods used in mass
communication of purely technical instruction.
The contents report fully on the effects of \ariotis edticational dexices in increasing the
amount learned and also provide surprising findings aboiu the course of opinion change with
the passage of time. Experiments dealing with changes in knowledge, opinions, or attitudes
as a result of films and other media are reported on.
The findings will prove indispensable to all individuals interested in mass communication
methods for instruction and indoctrination. Data is a necessary part of their equipment. Pub-
lished June, 1949 by the Princeton University Press.
order your copy today from
THE BUSINESS SCREEN BOOKSHELF
812 North Dearborn Street
Chicago 10, Illinois
structional films. By contrasting different \
methods, and by including controversial J
points upon which no answer is sure to apply
in all cases, both pictures provoke discussion,
not only in the immediate audience bin in
the entire field of buying and selling.
For instance, in the question of commercial
bribery, there has always been considerable
question as to what constitutes a "bribe"-
any gift? lunch? bottle of scotch? In the case of
reciprocity— should it supercede \alue? Is it
always right? Is it ever right? Or, in the case of i!
purchasing agents accompanying salesmen in-h
to using departments— is this practical? Or
merely time-consuming with little accom])lish-
ment?
These posers are not dodged in the Bates
pictures, and probably are one measure ol the
acceptance which both of them have achie\ed.
Another not inconsiderable point of success
for the two films has been the attention to
theatrical value which has gone into both of
them. Buyers and sellers are not just stereo-
types of their actual counterparts, but cjuite
human beings in their relations with bosses,
associates in other departments and competi-
tors. Excellent casts in both films cairied out
the plans of S. M. Babson, sales manager of
the Bates Company, and Caravel Films, pro-
ducers of Bates films, to both of whom rcspon-
sibilitv for the telling dramatic quality of It's
The Little Things That Count and It's Good
Business can be laid.
Mr. Babson, besides ])lanning and executing
all Bates film operations, appears in the pro-
logue of It's Good Business to discuss the pur-
pose of the film with J. H. Leonard, Secretary
of the Purchasing Agents Association of New
York. The National Association of Purchas-
ing Agents recommends It's Good Business in
its visual education program, and the Gradu-
ate School of Business Administration of Har-
vard University endorses and uses it in its
classes.
The Bates film program is an excellent ex-
ample of how a small, progressive company,
not an industrial giant, cair utilize films with
the utiTiost effectiveness. •
Safety Film Study: Cont'd from P. 27A
made because of difficulty in finding among
the available films those which apply to a
particular industrial situation or a unique '
company problem.
Companies desiring to produce safety films
face two alternatives: they can engage the
services of a professional film producer or they
can make their own films using employees as
actors. There are areas in safety training
where the services of an outside producer are
esssential; but in the direct communication of
safe practices, a company-inade film appears
to have a useful place. If the choice is be-
tween company-made films and no films at all,
the possibility of favorable results of company
films may more than justify the expenditure
for necessary equipment.
* * #
(Harvard Business School, Division of Re-
search, Soldiers Field. Boston 63, Massachu-
setts, 1949. viii + 119 pages. |1.50)
I
r7\ n
w
\zJ
i
FB-40 PROJECTOR
KODAK'S MOST POWERFUL 16MM. SOUND PROJECTOR . . .
now available at a sensational price reduction! Important news —
this — to anyone requiring /75!<«'r to fill large auditoriums in sound-
movie projection. The "FB-40" delivers 40 watts maximum of
undistorted output . . . provides desirable reserve power in smaller
halls. More than this ... it offers outstanding qiiulity — of con-
struction, of screen images, of sound. You have your choice of
precision humenized projection lenses and powerful lamps to
flood practically any size screen, at the desired distance, with
crisp, sharp images. And you can mix music, voice commentary,
or both, with sound or silent films. Remember the new low price —
Sound Kodascope FB-40 Projector, in "blimp" case, with twin
speakers— ONLY S495!
SOUND KODASCOPE PROJECTORS Give You ALL THREE of These Important Features
®
FLICKERLESS MOVIES The three-bladed
•hutter makes a complete revolution every
frame . . . produces 72 light interruptions
per second ot sound speed. As o result,
your screenings are free from flicker even
o1 moxi'mum brightness — for beyond the
five-foot-lamberl minimum of acceptabili-
ty. Here's a truly remarkable safety factor
— screenings con have a brightness in ex-
cess of o thousand foot-lomberls without
producing distracting flicker!
OVER. ALL SHARPNESS Integral with the
standard f/1.6 projection lens is Kodak's
unique f^eld flattener . . . an optical device
that serves to correct the curved image
normally projected by Petzval-type pro-
jection lenses, so that the whole image
comes into sharp focus at the same plane.
You'll see the result on your screen — un-
surpassed uniformity of definition. Your
movies are as you like them^sharp in
the center . . . sharp in every corner!
TOP TONAL QUALITY The Fidelity Control
mokes possible reproducing the full tonal
scale^especially the hard-to-hold "highs"
that ore so essentiol to intelligibility of
speech . . . naturalness of music. Whether
the emulsion is threaded toward or away
from the light beam as in the sketches
above. ..whether you're running originals,
16mm. prints, or reductions from 35mm.
film — the Fidelity Control permits easy,
accurate focus of the scanning beam.
EASTMAN
KODAK
COMPANY
Rochester 4, N. Y»
First in
eleviisuals;
Outstanding in entertainment value are the television
commercials of the Minnesota Mining & Manufacturing
Company produced by The Jam Handy Organization for
Batten, Barton, Durstine & Osborn, Inc.
Skilled in the techniques of blending high entertainment
values with strong commercial selling, we are prepared
to help progressive ad^erlisers and agencies to keep
in the forefront of those making effective use
of tele^ision for business purposes.
7^
JAM HANDY
—for Telei'isitals
PRESENTATIONS • TRAINING ASSISTANCE '
MFW vriRJ? iq WA-f^HlNfiTCN DC. fl PITTSBURGH 22
SLIDE FILMS
DETROIT 11
' TELEVISUALS • MOTION P
DAYTON 2 CHICAGO 1 LOS
ICTUI
ANGEUI
mmm screen
IV E
'S/:r^7rpl"":;;:v;r"1..K•.■r;.T,^\f,^7;^^l^=
which is movie day in your plant?
g VB WW9BW
SBBBaaaauoaauay QDuaaaaauaouavv*
4 5 6 7
77 72 13 74
18 19 20 21
25 26 27 28
FREE ENTERPRISE
regularly scheduled film programs for workers
STIMULATE MORALE-GOOD WILL-PROVIDE RELAXATION
MORE THAN EIGHTY-FIVE 16mm sound and
color motion pictures are available /ree o/ charge
through the courtesy of American Industry, Asso-
ciations, and Foundations.
Many of the films deal directly with Free Enter-
prise and the American Way of Life. Other films
provide information on consumer education,
health and hygiene, homemaking, sports and
travel. These films will be scheduled each week
in well-balanced sequence to meet your audience
requirements — men. women or mixed groups.
Hundreds of successful industrial users report
employee interest and enthusiasm for these in-
formative and entertaining weekly film programs.
Noon-hour and off-shift programs are shown
in cafeterias, locker rooms, open areas adjacent
to plant floors, warehouses, meeting rooms and
auditoriums to both shop and office personnel.
26 Modern Talking Picture Service Film Li-
braries have been established in or near your city
to supply films and to schedule regular weekly
programs. They are ready to serve you now.
I
< C u V r Ai o'
for application and details send to SERVICE DEPARTMENT
MODERN TALKING PICTURE SERVICE
45 ROCKEFELLER PLAZA . NEW YORK 20, N. Y.
INC.
WE MIND OTHER
PEOPLE'S
BUSINESS
•^"4&^«.
OCT 10
^949
AND THEY LIKE IT...
I
F you're in the market for motion pictures, slidefilms or other
forms of visual aids, we suggest you ask our clients why
they prefer our service to that of others.
None of these clients chose Caravel solely on a price basis.
Many of them— particularly those who had dealt with Caravel
on previous occasions— said, "Here's what we've set aside for
a program; if you think it's enough for what we've got to do,
gp ahead!"
There ore many factors involved in selecting a producer.
Chief of these, we submit, is the ability and unflagging de-
termination on the part of the producer to deliver UTMOST
VALUE.
AGAIN WE SAY TO YOU-ASK OUR CLIENTS
If you want proof that Caravel Plans get results, check with American Bible Society • American Can Company • Associated
Merchandising Corporation • The Bates Manufacturing Company • The Bell System • Black & Decker Manufacturing Company •
Godfrey L. Cabot, Inc. • Cluett, Peabody & Company, Inc. • Continental Baking Company, Inc. • Ethyl Corporation • The Fuller
Brush Company • The General Fireproofing Company • General Foods Corporation • Hart Schaffner & Marx • Kenwood Mills •
Michigan Bell Telephone Company • Mohawk Carpet Mills inc. • National Lutheran Council • Northern Baptist Convention • The Pure
Oil Company • Raybestos-Manhattan, Inc. • Rheem Manufacturing Company • Royal Typewriter Company, Inc. • Socony-Vocuum
Oil Company, Inc. • Standard Brands, Inc. • Towmotor Corporation • Truscon Steel Company • or any other Caravel client.
CARAVEL FILMS, INC.
DETROIT, 1336 BOOK BUILDING, TEL WOODWARD 6617 • NEW YORK, 730 FIFTH AVENUE, TEL. CIRCLE 7-6111
Xrojection equipment, using the "National" "Pearlex" Car-
bon Arc, offers you the finest projection available in the
l6mni. field-and a substantial saving in the bargain. The
carbon arc is 4 times brighter than the next best 16mm. light
source— makes it possible to seat 100 to 1000 people . . . offers
vivid, glowing reproduction of color— and the actual cost of
the carbons is only i 3 the cost of the best competitive light
source, hour for hour, as you project your movies.
These statements are all accurate, scientific facts. Write to
National Carbon Company, Inc. for complete details on the
carbon arc for l6mm. projection.
W(i^3 di^mice 16mm.C/U^(W/^ projedion mkes!
■4. " .
^
Seats 100 io /OOO people! Im in (Ut^Tmes Bri^l
The terms "National" and "Pearlex"
are registered trade-marks of
NATIONAL CARBON COMPANY, INC.
Vnil of Union Carbide FT^^ atid Carbon Corporation
30 East 42nd Street, New York 17, N. Y.
Division Sales Offices: Atlanta, Chicago, Dallas,
Kansas City, New York, Pittsburgh, San Francisco
BUSINESS SCREEN
MAGAZINE
h0 m FwcE
m /Hn Bell & Howell
LIGHTWEIGHT, SINGLE-CASE
CONSULT YOUR NEARBY BELL S HOWELL REPRESENTATIVE
-HE IS SPECIALLY TRAINED TO SERVE YOU
Ask for his assistance — in any audio- visual problem
— without obligation. A nation-wide network of
specially-trained experts who understand business
and industrial problems thoroughly! If you do not
have the name of our representative nearest you,
write BeU & Howell Company, 7108 McCormick
Road, Chicago 45.
NEW ACADEMY FILMOSOUND
— for larger Audiences, Indoors and Out
Designed to give you the utmost flexibility in sound
or silent 16mm projection. Has a separate speaker
— 8", 12", or 25-watt power unit, as required.
Theater-quality sound and picture brilliance. Now,
with 8" speaker, only $474.50
PRECISION-MADE
by
NOW more than ever— your best
buy in audio-visual equipment
NEW
LOW
PRICt
^399
50
Including 6" speaker
Now, to its proved advantages in performance,
film protection, and dependability, the Single-
Case FUmosound adds a new low price ... to
make this 16mm sound (and silent i projector
more than ever youi- best buy.
In a single, lightweight case — it weighs only
351 2 lb. including built-in speaker — FUmosound
is ideal for training use. Anyone can quickly and
safely learn its simple, foolproof operating rou-
tine. Error-proof threading, plus "floating film"
construction, makes film damage virtually im-
possible. The B&H pre-aligned optical system
utilizes all the light available, gives you full
picture brUliance.
PROOF OF DEPENDABILITY. Taken at random
from stock, projecting film under normal con-
ditions, a B&H FUmosound is in operation in
our laboratory. It has now run 1600 hours with
no time lost for repairs. No wonder so many
businesses and industries have long preferred
BeU & Howell audio- visual equipment!
Bell & Howell Cameras and Projectors are
GUARANTEED FOR LIFE!
Filmosounds will give trouble-free service. Durmg
Ufe of product, any defects in workmanship or ma-
terial will be remedied tree (except transportation).
Since 1907 the Largest
Manufacturer of Precision Equipment
for Hollywood and the World
VOLUME
S.V.E. 'INSTRUCTOR" 300
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
m m
* Fast "Push-in-Style" Threading
* Quick Changeover to 2" x 2" Slides
* Easily Adjusted Aperture
• Newest of SVE Tri-Purpose projectors tak-
ing single and double-frame filmstrips and 2" x
2" slides. Threads in quick "|)ush-in-style"" or in
conventional manner. Film advances smoothly
. . . either forward or backward . . . with no
danger of scratching or tearing film.
Semi-automatic slide changer covers Bantam
frame as well as .SS mm. double-frame slides in
2" X 2" mounts. Changeover to filmstrips is
quick and easy. New adjustable aperture gives
any size frame from single-frame to double-
frame, with intermediate position for 1" x 1"
square framing.
The optical system is of completely new design
with all elements coated. Price complete with 5"
SVE Wocoted Anastigmat lens and two-tone lift
off case, $90.
The New
Audio-Visual Handbook
6th Edition
Revised — Enlarged
Here is a practical guide to
the selection and use of audio-
visual training materials by
Ellsworth (;. Dent. It has been designed for those who
need brief, general information concerning audio-visual
materials and their sources. Liseful for schools, churches,
industrial and other organizations, this book will prove
helpful in organizing an audio-visual program or in mak-
ing existing programs more effective. 224 pages, cloth
bounfl. postpaid. $3.50.
Write for copy of projector folder B 100 and Hand-
hook folder B 4-49. Address request to Dept. SC-10
SOCIETY FOR VISUAL EDUCATION, INC.
;ii
mm
^
PREVIEW OF CON lENTS
t'.amora Eye; Meetings in the News 6
Right Off ihc Reel: Film .\u;ucls 8
I'lcnils in ihe News 12
Special FicAruRf.s
liusincss Screen Camera 22
I'lic New -Art of TV Films 26
1 he (;cncral Mills Story 27
We Need Better Salesmanship: Preview.. 32
* # #
They Show Films Everywhere 21
Kraft Presents: Cheese Family Album... 23
Packaged Salesman 24
Visualizing Frankfort Displays 24
Eljer Lciuls a Hand to the Plumber 25
It's White Magic to the Home Builder. ... 30
Case Histories of the New Films 31
Sports Pictures in Great Demand 34
Book Review: Experiments on M:iss Com-
munication 36
Departments
In the Pictine Parade 40
Men Who Make Pictures 42
Television in the News 44
New Audio-Visual Equipment 47
Plus: The National Directory
OK .\iiDio-VisiiAL Education Dealers
A BuUmuU. GotfOiutiion
100 lail Ohl* Sfrsat
Chlcoaa II. III.
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, jr., Edilny i- Publisher
William Ball, Art Director
Charles O. Press, Editnrial
Robert Whvte, Cin ulntimi
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth .\\enue, New York City
Phone:
Riverside 9-0215 or MUnay Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone: HEmpstead 3171
Issue Six. Volume Ten of Business Screen Magazine
published September 26. 1949. Issued 8 times annually
at six-week intervals at 812 N. Dearborn St., Chicago,
by Business Screenn Magazines. Inc. Phone WHitehall
■1-6807-8. O. H. Coelln, Jr., Editor and Publisher. In
New York: Robert Seymour, Jr., 489 Fifth Ave. Tele-
phones Riverside 9-0215 or MUrray Hill 2-2492. In
Los Angeles: Edmund Kerr, 6605 Hollywood Blvd.
Subscription $.1.00 (domestic): $4.00 foreign. Entered as
second-class matter May 2, 1946, at the post office at
Chicago. Illinois, imder .Act of March 3. 1879. Entire
contents copyriglit 1949. Trademark registered U.S.
Patent Office by Business Screen Magazine. Inc. Ad-
dress advertising and subscription inquiries to the
Chicago olhce of publication.
Announcing!
. . . the amazing 1950 Model Auricon
16 mm sound-on-film Recording
Eguipment. Your money back if it
does not provide you with crystal-
clear 16 mm Talking-Pictures!
All Auricon "single-system" Cam-
eras and "double-system" Recorders
are now being delivered with the
newly developed Model "NR-24"
Amplifier, featuring . . .
•*• Automatic sibilance suppressor,
■k Professional "Speech-Music"
control,
■k Four triode-connected 1 U5 input
tubes for lowest distortion with
"high fidelity" recording. No tube
noise or hiss,
•k Automatic background-noise
reduction.
•k Model E-6 Microphone. ,
•k RCA Licensed. 1
•k 30 day trial, money back
guarantee,
k No increase in price; stili$l, 191.00
for Auricon single-system Camera
with NR Amplifier.
Major Hollywood Studios and
Television Stations are enthusiastic-
ally using this new "NR-24" Auricon
Eguipment after extensive tests!
Write us today for your free copy of
the Auricon 16 mm sound-on-film
Eguipment Catalog. If you already
own Auricon Eguipment, write us
regarding conversion of your eguip-
ment to the new "NR-24" Amplifier
circuit for improved results.
n^-^Sfe
f
BERNDT-BACHJnc.
7373 Beverly Blvd., Los Angeles 36, Calif.
MANUFACTURERS OF SOUND-ON-FILM
RECORDING EQUIPMENT SINCE 1931
BUSINESS SCREEN MAGAZINE
on the great SUN OIL Tanker Fleet
.-^?-^ *-
SUN OIL provides
complete film programs
regularly on 1 9 ocean going
tankers with AMPRO
16mm. SOUND PROJECTORS
:l^^
PORTABLE ONE-CASE SOUND
li^VA PROJECTOR DESIGNED FOR INDUSTRY
,o>w
$
348
00
COMPLETE
PORTABLE — A 16mm. sound projector, amplifier, 8' speaker and cord,
jpace for extra 400' reel— all in one portable case.
COMPACT — M eoxures only 15 "x2iyi"x9%". Lightweight, easily portoble.
RICH TONE QUALITY — Amazing quietness mokes for complete
listening enjoyment.
PROTECTS FILM — Exclusive Ampro Triple Clow movement and
other Ampro features assure complete film protection.
EASY TO SERVICE — The entire chassis con be removed for
mechanical and electrical servicing.
ECONOMICAL — Sturdy, tested design assures long, trouble-free
operation — with minimum service cost.
Skippers of the 19 ocean going tankers in the Sun Oil fleet have noticed
a remarkable "morale boost" among the tanker seamen as a result of
the regular motion picture programs being shown for the entertainment
of the crews. First company in the petroleum industry' to schedule such
programs. Sun Oil has found that its pioneering has paid off in bener morale,
greater enthusiasm among the tanker crews. Spending long periods away from
homes and loved ones, these merchant seamen heartily applaud the feature pictures,
safety- films and educational shorts that make up the shows. Today there are 40
complete programs available for the Sun Oil "movies for mariners" series, with a
dozen more to be added later in the year. Film rental costs are shared equally by
the company and the Sun Marine Athletic Association Fund. Aboard ship or ashore,
Ampro Sound Motion Picture projectors are, more and more, becoming an integral
part of modern industry-.
THOUSANDS OF INDUSTRIAL CONCERNS ARE MAKING
AMPRO PROJECTORS PAY RICH DIVIDENDS
Industrial leaders in increasing numbers
are realizing the tremendously effective
impact of I6mm. sound motion pictures.
Sound movies are being used with dra-
matic results in sales, employee train-
ing, product demonstration and public
relations. Ever>' day new companies are
adding their names to the growing list
of those already making Ampro sound
projectors pay big business dividends.
The superb "professional quality"" pic-
ture and sound reproduction, the extra
measure of film protection and ser\ice-
abilit>- — the skill acquired in 20 years
of building premium qualitj* projec-
tion equipment ... all these things
have made Ampro America's preferred
I6mm. industrial sound projector.
WRITE TODAY FOR FREE CIRCUUIR
giving specifications, prices and full de-
tails on this remarkable industrial sell-
ing tooL, the Ampro "Compact" one case
sound projector. Ask also for the new
free booklet, "A Powerful Aid to In-
dustry." It shows how you can make
effective use of 16mm. sound films in
your business.
* TraJe Sfartc
Keg t'.S. Pat. Off
, AMPRO CORPORATION ^^ '^*
(■ I ^H I 2835 N. Western Ave.. Chicago, III.
I I ^H ; Please send me full details and prices on the Ampro
I ^H I "Compact." Send me also the free booklet, "A Pow-
I ^^B erful Aid fo Industry."
; Name : -
l Address
.V Generil \ (- ^. State
Precision Equipment ■ *^"> " outi.c:.
Corporitloo Subildl«rj' ••■■•■■■■■•■■■■■■■•■■■■•••••••■■••••••••••■••■>■••■•■■■
sell ^^^^z* products
eS*«*-
o o,
tun coio. V-— xjy
in three dimensions
/
'^iiirj^'
'^ .
VIEW-MASTER
STEREOSCOPE
Durable plastic construc-
tion. Simple, and quick lo
operate.
•*
s
VIEW-MASTER
REELS
Seven full - color stereo-
scopic phologrophs on
Reel.
VIEW-MASTER
NON-STEREO
PROJECTOR
Uses interchangeable
View-Moster picture Reels
for group stiowings.
^f Add color and depth to your
sales story with dramatic View-Master
Stereoscopic, full color Kodachrome pic-
tures. Show customers your product, in-
stallations, manufacturing operations and
services in the amazing "come to life" real-
ism of View-Master pictures. View-Master
three dimension pictures are proven "door
openers", "attention holders", "sales
clinchers" in man-to-man selling. No dark
room or electricity needed. Compact.
Lightweight. Easy to carry. Each View-
Master Reel holds seven different stereo-
scopic photographs in planned sequence.
Inexpensive to produce. Pictures may be
projected in full color before group meet-
ings with the View-Master non-stereo
Projector. See for yourself.
Omef>^<^^^^
INFORMATION
HO OBLIGMION .HVOtV^
SAWYER'S INC., Commercial Sales Depl.
Portland 7, Oregon, U.S.A.
Withouf obligation, please furnish me with complete information about View-
Master three cjimenslon selling pictures for commercial use.
Company Name
Addr<
City_
By—
_2one Stote—
-Positic
CAMERA EYE
MEETINGS IN THE NEWS
SMPE Convention Will Discuss
New Constitution, Name Change
The f)6th semi-annual (iiincii
tion of the Society of Motion
Picture Engineers will be held
October 10 through 14 at the
Roosevelt Hotel in Hollywood,
California. Eari, I. Sponable,
president, reports that 24 papers
are scheduled to be read, .\mong
them arc se\eral on color and high
speed photography.
Of most importance on the busi-
ness agenda is the proposed new
constitution which will be dis-
cussed and the proposal to change
the name of the SMPE to the
"Society of Motion Picture and
Television Engineers."
The society will present three
awards at the semi-annual banquet
in recognition of exceptional
achievements in the industry.
These are: the Progress Medal,
Samuel L. Warner Memorial
.\ward, and the Jomnal .\ward.
« * #
National Safety Congress to
Meet in Chicago Next Month
♦ The National Safety Con-
gress AND Exposition to be held
in Chicago October 24-28 has
arranged a program of prominent
speakers from Labor and Industry
as well as regular showings of
motion pictures and slidefilnis on
related safely subjects.
Meetings on industrial safety,
commercial vehicle activities, traf-
fic safety and college farm and
home safety will be held. About
12,000 delegates are expected.
Among the speakers will be
Gustav Metzman, president of the
Xcw York Central System, James
Tanham, vice president for indus-
trial and public relations of the
Texas Compain , and chairman of
the board of directors of the
National Safely Council, James E.
Trainer, vice-president of the Fire-
Union Leaders
Learn About Film:
Right: a groiij) a I
tinioti officials study
projector operation
and care at the recent
audio-visual worUshop
held at Cornell Univer-
sity, (see story above)
stone Tire and Rubber Co., and
Earl E. Moore, vice president lor
industrial relations of Carnegie-
Illinois Steel Corporation.
'Audio Fair' Scheduled Next Month
♦ The Audio Fair which is spon-
sored by the Audio Engineering
Society will be held October 27
to 29 at the Hotel New Yorker in
New York City.
Papers will be read on magnetic
recording and the problems as
regards interchangeability and
uniformity of magnetic recording
performance. Other speakers will
discuss frequency characteristics
and harmonics, intermodulation
and crossmodulation and other
audio testing measurements.
Cornell Holds Film Workshop
for New York Union Leaders
♦ An audio-x'isual workshop to
aid union leaders in conducting
educational programs and union
meetings with the use of audio-
\isual materials was held recently
at Cornell University. It was the
first audio-visual workshop for
union leaders to be sponsored by
the New York State School of
Industrial and Labor Relations.
Audio-visual aids discussed and
demonstrated included the motion
picture, slidefilms, recordings,
posters, charts and exhibits.
Trade union representatives at-
tending the workshop enthusias-
tically agreed that the field of
audio-visual communications of-
fers exceptional advantages to
unions in educating their mem-
bership.
Stated workshop leaders, "Most
unions are just beginning to real-
ize the importance of using audio-
visual methods in their education-
al programs. Tlie success or failure
of any such program will depend
in large part upon the training of
key men in the unions to properly
use such materials, for research
shows unless they are properly
used, audio-visual methods of
communication are not any more
effective than other methods."
\
BUSINESS SCREEN MAGAZINE
s<
'ome salesmen think of retail selling as a
"game," a stop-gap until something better turns up. Nothing
better is likely to turn up, for the rewards are rich for men
who accept selling as a career in which proficiency is gained
through study and practice. As in other professions, a salesman
acquires standing by accumulating a thorough knowledge of
the product, by mastering the best method of presenting the
product and by learning how to close the sale.
More and more career salesmen who do not consider their
business a "game" are succeeding in current competitive markets
because they are soundly trained in the fundamentals of selling
and the details of their own particular product through motion
picture and sound slidefilms written and produced by Wilding.
CHICAGO*
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland BIdg.
HOLLYWOOD*
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Neave Bldg.
*Studio Facilities
r
WILDING
PICTURE PRODUCTIONS, INC.
mON PICTURES . SLIDE FILMS . TELEVISION FILMS
right off the reel
GOOD COMMERCIAL FILMS WIN RECOGNITION AWARDS
FROM AUTHORITIES IN THEIR OWN SPECIAL FIELDS
• The 1949 film award "For- the Best Public
Utility Advertising During the Preceding
Year" has been awarded by the Public Utili-
ties Advertising Association to The Michigan
Consolidated Gas Company for its Koda-
chronic motion picture. Pipe of Plenty. The
award was based on recognition of the excel-
lent customer relations achieved with the
color motion picture.
Newell E. Loomis, vice-president in charge
of sales at Michigan Consolidated Gas, re-
ceived the framed, three-colored award cer-
tificate for his company and stated:
"We are most happy to have received this
award. Pipe of Plenty has been a most suc-
cessful motion picture. It posed tnany prob-
lems to The Jam Handy Organization who
produced it, because it had to be photo-
graphed almost without regard to weather
conditions, with the result that the picture
was filmed in part in subzero temperatures
and cloudiness, and dm ing snow storms. From
our standpoint, it is doing a good job of
explaining what some of the problems of gas
supply storage and transmission are and what
we have done to meet them."
The film is a documentary on the construc-
tion of an 153 mile, 24-inch pipeline over
tough terrain during the winter months, to
insure industrial communities in Michigan
against fuel shortages.
More than 40,000 members of chinch, civic
service, business and school organizations
from coast to coast have viewed this film.
Nrwri.L E. Loomis . . . receives tni'ind
for the best public utility fitm.
Growth in Populatio}i Reflected in Our
Enormously Expanded School Enrollment
•k As census-taking time approaches, the size
of our population will be accurately measured
but it is already apparent that these United
States are gelling a bit more crowded. Re-
flected in terms of housing needs and consumer
goods consumption, these figures are basic in-
deed but the U.S. Census Bureau estimates of
our new school jjopulation are impressive.
By 1950 more than 2,000,000 youngsters will
be added to oin- elementary school enrollment;
the large crop of war babies is in fact already
entering the first grade this fall. By 1956 this
extra enrollment will total 8,000,000 or 44.5"^,
greater than in 1947! Enrollment in higli
school grades will reach 7,110,000 by 1957; an
increase of 13.3% over 1947.
The meaning of these figines in terms of
taxes, building materials, and teaching respon-
sibilities is fairly clear. There will be need for
more all around to meet this challenge.
Good Sponsored Films Have Large Audience
•k The unusual interest of critics and the dis-
cerning public in such factual documentary
films as The Qiiiet One, Louisiana Story, and
Lost Boundaries points a moral for the com-
mercial film sponsor and maker. Proud as we
are that Mr. Flaherty's Louisiana document
was endowed by a far-sighted sponsor (the
Standard Oil Company of New Jersey) , we are
equally aware of many opportunities as yet
inirealized.
It should help sponsors to know that such
films have extremely long lives, that their
deeds live on to amortize initially large
budgets. But it is the large amount of subject
matter in which both industry and the people
have vested interests that leads us to believe
that it is good business to talk about housing,
city planning, health programs, traffic safety
(32,000 motorists will die on the highways
this year) , nutrition, and good human rela-
tions. The audience is waiting.
Small Toum Plants Need Visual Training
■k Taking the measure of films for commer-
cial and industrial training we note the statis-
tical fact that 71,000 plants are located in
towns of 25,000 and under. 21% of our Amer-
ican industries are located in towns of 2,500
or imder. Far removed from vocational class-
rooms, etc. these plants must maintain internal
training programs of their own in fields of
safety education, job training, etc. No better
way can be found than the medium of the
lighted screen, as factual data has pro\cn.
I'Liu.K. Rllaiio.\s Award cercuwtiy at Los Angeles
fealured A. ]. Cocll (left) Bank of America board chair-
man who received certificate presented liy John Mar-
schttllt (right) APRA representative. Richard C. Rm-
sell. Los Angeles Ad Club president, is in the center,
holding the award certificate.
Bank of .America Film Receives Award
•k The Xew California, made for the Bank
of America by the March of Time (Business
Screen, May 1949) has just received a spe-
cial certificate of merit from the American
Public Relations Association. John Mar-
schalk, president of the Southern California
forge of A.P.R..\. made the presentation on
September 6th in Los Angeles to A. J. Gock,
chairman of the bank's board of directors.
Marschalk, in making the citation, specifi-
cally commended the bank on its picture which
he referred to as "a great public service in the
e\er-important process of developing public
understanding as to the true sources of
strength of our nation, symbolizing the vitality
and strength of the State of California and the
West as a whole," and "a living testimonial to
the fruitfulness and productivity of our nation
because of our Aiucrican individual enterprise
way of life. "
Mr. Gock, in accepting the presentation,
said; 'Tor many years our institution, which
has been pri\ ilcged to grow and prosper under
the American individual enterprise system, has
recognized that our public relations should be
carried on not only for ourselves, but also in
behalf of the State of California, the West, and
the nation. This approach to public relations
has been a frame of mind iather than a cam-
paign, and we sincerely believe that as an in- _
creasing number of firms and individuals
adopt this objective in their public relations
thinking a steadily increasing harvest of public
recognition and economic well-being will ac-
crue to all of us here in America."
USINESS SCREEN MAGAZINE
Problem : Sell Kelvinator Refrigerators,
Ranges, and Freezers in one minute.
Solution ; A series of TV spot announce-
ments. Pack each one with a compelling
sales message, then gift wrap with spark -
ling animation, score and lyrics.
In Television . . . entertainment sells!
Entertainment presents the all - important
commercial message in an enjoyable and
digestible manner . . . leaves a lasting and
favorable impression.
Recommendation: For successful TV
films, select an established organization
. . . with fresh ideas.
.Lj2j.i^J2^
STUDIOS • HOLLYWOOD 28 CALIFORNIA
1
Cfif^
SERVMCES
IJV SOtJIVD
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
RCA Licensee
10
Thud's thv fppiitifpn of hutalM'otis ni
/tru€iuvt»rs usintj iit*€*rt*s ftiviiiiit»s.
REEVES : Five floors devoted to recording sound and the
production of Movies, Radio and Television shows.
REEVES: Completely equipped and manned by experts
geared for sound recording from a one-minute spot to a
feature production.
REEVES : Where a Producer can work with confidence.
Remember, Reeves is a partner not a competitor.
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
7Yf«> Kjiiryost SountI Service Oryaniaation in the World.
Western Electric Licensee
BUSINESS SCREEN MAGAZINE
"One for the money
The biggest value in the field. ^298^^
two for the show
Theatre quality image . . . finer tone— the only
8" p.m. speaker at the price.
three to get ready
Ready fo operate in a flash —
because its easier to thread and focus.i
four to go'!. .
Travels with you handily in hght
weight single case unit . . . built to
withstand jars and jolts . . .
plays anywhere on A.C. or D.C.
without convertors. Underwriters'
Laboratory approved.
NATCO, 4401 W. North Avenue
Chicago 39, Illinois
f
NUMBER 6 • VOLUME 10 • 1949
11
PICTURVISION
CABINET PROJECTORS
If your present advertising is not getting the results
you need and inventories are piling up, now is the
time to take measures to increase sales.
Pictur- Vision Cabinets are designed to increase
your sales. They create impulse buying, convince the
shopper on the spot and close the sale. Your story is
presented in a sequence of 16 beautiful Kodachrome
slides that change at six second intervals and oper-
ates continuously. Pictur- Vision gives action —
drama^ — -color to your story . . . and best of all, it's
right on the spot where your product is sold.
U. S. PATENT
No. 2369483
CANADA PATENT
No. -^21-118
fdea/ ioT sates meetings, con-
ventions, dealer training
schools, safety meetings, edu-
cating store personnel and a
real demonstrators selling aid.
Remote control push button arrangement makes it
easy to train dealers, salesmen, personnel. Just press
the button to change slides. Entire sequence (16
pictures) can be changed in a few seconds. Easily
adapted for speeches on wire-recording tape or con-
ventional records.
Pictur- Vision Cabinet Projectors are sturdily built
with light weight steel construction, the entire unit
weighing less than 100 lbs. A large 14V2x21 inch
rear projection screen gives maximum brilliance.
Equipped with Solarbrite Projector, uses 750 Watt
200 hour lamp. 3 inch coated lens. Height 36" with
16" square base. Requires only 4 sq. ft. of floor space.
COMPLETE PACKAGE UNIT
Ready to use with no attach-
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slides and plug in the cord . .
395
Oconomowoc, Wis.
Picture Kecording Company
OCONOMOWOC, WISCONSIN
TRENDS in the NEWS
Cite Need of Classroom Film on Marketing
■k At the recent meeting ol the Anieiican As-
sociation of Advertising Agencies in New York
City a resolution was passed urging business,
government and educators to give greater at-
tention to tile pioblems of distribution. Under
distribution the A. A. A. A. inchides "all the
acti\ities eniploved in finding customers for
goods and ser\ices and in moving goods, geo-
graphically and ihiiiiigh tlie channels of
trade."
Mr. William E. Berchtold of Foote, Cone
& fielding, chairman of an A..'\..'\..\. subcom-
mittee on Educator relations, had this to say
about industry sponsored films: "There is
not today a good usable general film for
classroom use oiV the subject of distribution
or marketing . . . most of the business-spon-
sored educational aids deal with products or
with manufactiuing. The few that exist in
the distribution field are intended mainly
for training of the company's own sales per-
sonnel."
The A.,'\..\.,-\. cites estimates that over half
the people employed in the nation work in
distribution fields and points out that the
number exceeds those in manufacturing or
farming and is increasing.
Theatre Owners Discuss 16mm Competition
if Theatre owners are once again discussing
competition from 16mm entertainment or
"road-show" films. The program for the na-
tional convention of Theatre Owners in
America in Los Angeles, September 12 to 15
had discussion forums on seven major topics
one of which was "IGnnn Competition."
Emphasis was not on eliminating such com-
petition wherever possible but on keeping
such competition fair. Principal objection
seems to be to showing 16mm pictures where
the entertainment theme is predominant and
where admissions are charged.
Ad Council Sponsors New Tolerance Film
if The Advertising Council has prepared a
new one-minute film oir racial and religious
prejudice for distribution to all television
stations beginning late in September.
Called The Sad Story of Sidney S. Snickel-
grass, Jr., the new TV spot tells the story of
Snickelgrass, who finds a magic lamp, rubs
A scene from "The Sad Story of. . ."
it, and connnands the attendant genie to send
all "foreigners" back where they came from.
The genie agrees to perform as ordered but
warns that all exiles may take all the things
they have created with them.
So, "roads built by Slovaks and farms of
the Swedes and mills built by workers of fiun-
dieds of creeds" are all loaded on ships and
sail away leaving Snickelgrass all alone on the
barren shore. Maiian .Anderson, the Marx
firoihers and jack Benny wa\e goodbye from
the ship and the last one departs. Even the
genie goes back to fiagdad.
The Sad Story ... is a semi-animated film,
produced in black and white on neutral gray.
Original music and lyrics are performed by a
singer with guitar. Edward Royal directed
and produced the film for the Advertising
Council.
Television stations may use the film as
insertions on either sponsored or sustaining
programs or as between-program spots.
Re: Paid Commercials for the Theatres
if Moviegoers in some of the big houses,
accustomed only to straight entertainment
films, newsreels and occasional "appeal" shorts
run in the public interest, have, during ihc
past six months, found themselves viewing a
Irankly commi'rcial short subject. Some -5
million cinema fans have seen The New Tn-
baciuland thus far, and over 8 million ha\e
viewed Out From Tobaccoland, airother, and
newer, Chesterfield picture. The interesting
part about this is that a great part of the
circulation has not been piled up in just third
run popcorn houses but in'top grade metro-
politan and subinban theatres.
Back of this organized campaign is a new
distribution firm, Tom Connors Associates,
which specializes in getting selected eight
miniue sponsored films into big time theatre
chains and large independent houses. Tom
Connors is a former executive of Loew's Inc.
and 20th Century Fox. In 35 years in the
theatrical film business he and his associates
have gathered enough contacts and infiuence
to step in confidently where others have tread
but lightly and carefully.
Connors Associates' operations are frankly
commercial in every respect. Cost to the spon-
sor is a flat 11/2 cents per person, and out of
this everyone handling the picture gets a
specified cut— the exhibitor, film handler (Na-
tional Screen Service) and Connors Associates.
For this fee, the sponsor gets an advance
notice of booking, a guarantee that the film
will run at e\er) performance (sponsor's local
representatives may also check this) and a
(ertified accounting of audience total, exactly
that upon which the exhibitor's rental fee tor
the featiue film is based.
Naturallv, no oiuright advertising films can
be serviced in this manner. Connors .Associates
limits this service to those films which are of
general public interest and in which the prod-
uct plugs are not rampant. Time limit is in
the general range of eight minutes.
Beginning this fall Connors will start theat-
rical distribmion for two new films sponsored
by Corn Products Company and the .Alexander
Smith Carpet Company. •
12
USINESS SCREEN MAGAZINE
KODACHROME
ROSES
A,
.S full-time admirers of fine color photography, our respect has
long been Frankfort Distillers' for their fine magazine color campaign on Four
Roses whiskey.
And so it was a pleasure to be called upon by Frankfort for a film presentation
addressed to national li(juor wholesalers and dealers, previewing the company's
plans for fall merchandising of Four Roses and its two other brands — Hunter and
Paul Jones.
The camera also reviews previous display achievements for bar, restaurant, and
liquor stores. In summation. Mr. Ellis D. Slater, company president, outlines for
dealers an estimate of present market conditions and future sales prospects.
As neat a package, we believe, as 2 Fifths of Four Roses in a Christmas wrapper.
FILMS FOR INDUSTRY, INC.
NEW YORK— 135 WEST 52nd STREET • PLAZA 3-2800
MOTION PICTURE • TELEVISION • AND SLIDE FILM PRODUCTION
NUMBER6-VOLUMEI0-I949 13
Good Public Relations on Film
U.S. RUBBER SPONSORS "LITTLE LEAGUE BASEBALL"
•k Many a giant corporation
spends hundreds of thousands of
doHars sponsoring radio shows of
27 minnies pure entertainment
just for the opportunity of getting
three niiniues of advertising time.
Thousands are spent on art and
graphic production to get eye
catching magazine and billboard
attention, just for the ojjportunity
of putting the selling copy in
smaller type after the reader has
been benuised by the "stopper".
.\n excellent example of one
company which takes great pains
to pro\ide more than advertising
in a public relations film is the
United States Rubber Company.
For several years now US Rubber
has been turning out good, inter-
esting films on such subjects as
the Minneapolis Acjuacade, golf
tournaments, .Soap Box Derby and
so on. That the company gets a
plug in cainiot be denied (Swim-
ming caps, golf balls, tires, etc.)
but the main point is that some-
thing more than |)lugs is offered.
Latest and perhaps best in this
series is a new film released last
month called Little League Base-
btill. Baseball for fjoys 8-12 years
old has been burgeoning for se\-
eral )ears initil now there arc
13,000 boys in 22 states taking part
in the organized Little League.
0\er 900 teams were entered in
this year's competition, all out-
fitted in standard uniforms and
playing with standard ec]uipnient.
,\l.so Sponsors "World" Series
Individual teams arc usually
sponsored by local business men
in each community, although
cvervthing is strictly amateur and
ntm-profit. US Rubber, while
avoiding too blatant publicity, has
maintained a solid interest from
the beginning of the venture and
annually acts as host to the visit-
ing teams in the Little League
World Series playoffs at Williams-
port, Pa., the founding city. Aside
from the fact that most of tlie
boys wear Little League Keds,
made by US Rubber, the tangible
return tt) US Rubber is small
compared to the enormous satis-
faction the company gets from
sponsoring a really worthwhile
activity for youth.
The new film. Little League
Baseball, documents the activities
of the league in general and is
high-lighted by a heart warming
play-byplay actoinit ol the cham-
jjionship playoff between the Lock
Ha\en, Pa. club and St. Peters-
burg. Fla.
Little League liuseliull is dedi-
cated to Bafje Ruth and is en-
dorsed by Baseball C^ommissioncr
CMiandler, Will Harridge of the
Aiurriian I.ragut' and Ford Frick
of the National. Frick was so
delighted with the film at a pre-
\iew showing in New York last
month that he offered to announce
two innings of this year's gaiue on
the radio, sharing honors with
Ted Husing. He also offered the
services of National League um-
pires to officiate at the 1949 small
fry classic.
Little League Baseball is now
being distributed by US Rubber
in the 16nim version, and a 35mm
short of the same subject is play-
ing several theatre chains. More
than a few theatre operators ha\'e
watched the film and promptly
decided to sponsor a local team
themselves.
This year, producer Emerson
Yorke expanded his services be-
yond filming the 1949 event by
undertaking direction of all com-
munications. Upshot of this was
the attendance of all four major
newsreels at the final game, |)lus
television film units, radio and
press coverage. \ few strategically
placed signboards insured that
US Rubber got at least a few plugs
across as host for the event.
Many Similar Opportunities
In Little League Baseball, the
film and public relations venture,
L'S Rubljcr has only a small in-
herent tie-up (some of the kids
wearing Keds) but by latching on
to the series as "host", a beauti-
fully chosen word, reams of fine
publicity have been developed,
including a feature story in the
Saturday Evening Post. .Several
astute obser\ers of the commercial
film field see in this type of thing
a noteworthy trend. There are
many interesting ideas and events
happening today that would pro-
vide excellent sponsored documen-
tary films. It is only necessary to
follow the path of such firms as
US Rubber, General Motors, Tex-
as Company, Nash-Kelvinator, Es-
so, etc. to see where this may lead
in Ifimm audience jjopularity. •
TERLESS
FILM TREATMENT
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WRITE FOR FULL DETAILS
<^g-rng t-cc f'^*" PROCfSS/NG
ttKLtS^ CORPORATION
165 WEST 46th STREET, NEW YORK 19, N. Y.
MOTION PICTURES
SLIDEFILMS
TELEVISION
COMMERCIALS
SELLING . . .TEACHING . . . TRAINING
Complete Studios and Modern Laboratory
ATLAS FILM CORPORATION
1111 South Boulevard
Oak Park, Illinois
Est. 1913
Write for booklet "Producing Your Film"
14
USINESS SCREEN MAGAZINE
ths«o'^'^- ^ -^
promote ^^^^'\^,,^, »»V °' 7„„s t-"^'""",
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EASTERN tEPRESENTATIVE: THEODOtE AITMAN* 521 FIFTH AVENUE . NEW TOtK CITY 17 . MURRAY HIIL 2-703t
85% of the motion pictures siiown in tlieotres throvgiiout the world ore filmed with a Mitchell
A Better Screen
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they can only be as effective as the screen upon which they
are shown. A Radiant projection screen, showing your
pictures twice as bright . . . can make a world of difference
in your shows.
Millions of mirrors make the amazing difference —
bringing slides and movies to life with a warmth and natural-
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sharper, clearer . . . color shots reveal new beauty and rich-
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millions of tiny glass mirrors firmly embedded in the snowy
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A Radiant screen for every need —
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RADIANT MFC. CORPOHATION
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C.lx
USE THE AUDIO-VISUAL PROJECTIONIST'S HANDBOOK FOR GOOD SHOWINGS
trainees, etc. put on good film performance. Order
today at $1.00 per copy postpaid from BUSINESS
SCREEN MAGAZINE, 812 N. Dearborn St., Chi-
cago 10, Illinois.
Here's a complete two-color graphic guide to best
presentation of all 1 6mm motion pictures and
slidefilms, recordings, etc. Easy step-by-step les-
sons, charts, diagrams, etc. help field men.
Bruce Aldon Associates Release
New Securities Promotional Film
♦ Briic.k AiiiciN .\.s.s()(:i,Mi-..s ot 34
State St., Rochester, New York,
have announced release of a sound
color film Progress and Power in
Rochester and the Genesee Val-
ley which is to be used to line up
nation-wide security dealer sup-
])ort for the sale of stock. The
film is jointly sponsored by two
power and light companies and
an investment house, and is
thought to be the first film in the
field of large scale securities pro-
motion.
The negotiations whereby the
General Public Utilities Corpora-
tion of New York is selling its
100% ownership of the Roches-
ter Gas & Electric Corporation of
Rochester.'N. Y., are explained in
detail. Showings were held this .
month in eight coast-to-coast fi-
nancial centers.
The first part of the film is an
outline by the president of the
background of the sale. Then fol-
lows a study of the operations
and facilities of the Rochester
company. This second portion
will later be used for public and
industrial relations purposes. The
film closes with a detailed analysis
by an officer of the First Boston
Corporation, as a representative
of the investtiient dealer man-
agers, of the manner of dealer
participation in the program.
Air Force Films Training Program
♦ The United States Air Force
has recently released a 10 minute
black and white film New Wings
for Peace which tells the sCory of
the peacetime Air Force. A young
man is shown entering Randolph
Field, Texas, and the highlights
of his training there are pictured,
ending with his graduation. Xew
]}'ings for Peace was produced to
show how new men are joining
the Air Force to take the place of
the war fliers who ha\e been dis-
charged.
TV Color Film Trouble in Tubes
♦ Differences in transmission of
the same color film when the film
goes out over different TV trans-
mitters, has been reported by Thf
Institute of Visual Training of
New York City. The trouble was
traced to what are called "mar-
ginal tubes." Some FV transmis-
sion tubes are apparently infinites-
imally ditferent and this difference
makes some tubes better for color
TV. To prevent dilficidtics, most
stations first test TV color films
on a closed channel and it recep-
tion is unsatisfactory, lhe\' are not
transmitted.
16
BUSINESS SCREEN MAGAZINE
This sensational new record
cuts costs up to 42Z
More Program time per 12" Disc thcin on present 16" Record!
COLUMBIA
( Lp ) Lojig Playing Microgroove
TRANSCRIPTIONS
Before you start any slide film project — see and hear
this great new LP record. Call, Wire, or Write
A DiVISION Of COLUMBIA RECORDS ©f
Trode-Warli "Columfaia" and ©I Reg U SPoi Off. Morcoi Regufrodoj 'i^ Trade Mark
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CAMERA EYE
FILMS & EVENTS IN THE NEWS
Coming Sales Campaign Outlined
In Johnson & Johnson Slidefilm
♦ Emogcinies Don't ]]'(iit is llic
litle of a color slidefilm produced
for Johnson S: Johnson, surgical
sujjplies, by Sarra, Inc. through
Young S; Rubicam, Inc., ad\ertis-
ing agency. The film is to be used
to acquaint the company sales
force of the lull details of Johnson
& Johnson's coming sales cam-
paign.
The potential customers for
Johnson & Johnson products are
pointed out, citing the percentage
of homes that are logical markets
".. .Emei gene it's Don't Wait"
for specified prodticts. The prod-
uct displays and advertising plans
are photographed from life but
explanations and other factual
material are gi\en cartoon treat-
ment.
.Superxisors of production for
Young S; Rubicam were John
Freese and Pyrnien L. Smith. Car-
toon characters were created by
George Dedeckcr and Carl Schranz,
production script by Helen .\.
Krupka under the direction of
Joseph G. Bet/cr, and production
manager was Harr\ W. Lange; all
with Sarra, Inc.
# # #
Labor Economics Teachers
Hear Jehring on Visual Aids
♦ The Third .\nuual Conference
on Teaching of Lalior Economics
presented by the New York State
School of Industrial and Labor
Relations at Cornell Uni\ersity
September 12-14, heard an address
by Professor J. James Juhring on
visual aids in teaching labor eco-
nomics. Professor Jehring is a
member of the faculty of the Cor-
nell Industrial and Labor Rela-
tions School of \ew York.
Other speakers were Professors
Thomas Kennedy of the Uni\er-
sit\ of Penns\l\auia, John T. Dini-
lop of Harvard, Llo\(l G. Rey-
nolds of Yale, Joseph Shister of
the Universitv of Buffalo. Sidney
C. Sufriu of Syracuse University,
and Robert H. Ferguson and
Roval E. Montgomery of Cornell.
The conference \vas presented
in cooperation with the Industrial
and Labor Relations School.
# # #
Films of Thirty-Five Lands
Shown at Edinburgh Festival
♦ .About 35 countries were repre-
sented by over 250 films at the
Third International Festival of
Docimientary Films which was
held .August 21-September 11 in
Scotland as part of the annual
Edinburgh Festival. This record
entry included about 30 films of
feature length, while the shorts
included outstanding experimen-
tal ami color productions.
Films included notable produc-
tions from Canada. .Austria, Aus-
tralia, France, Belgium, Holland,
Denmark, Poland. India, Italy,
Spain. Switzerland, Turkey and
the Lhiited States.
* * *
Sun Oil Co. Begins Film Program
For Fleet of Seagoing Tankers
♦ lin-: Si N On. t:()\ii'A.Nv has
recently installed motion picture
equipment on their entire fleet of
seagoing tankers. They are the
first fleet owners to inaugurate
this type of recreation for mer-
chant seamen. The equipment
was purchased from H. .A. Mac-
Neillv of Chester, Pennsylvania,
and included .Amj^ro Compact
sound projectors and Radiant
Matte White Scieens.
The rental cost of films is being
shared by the Sun Company and
the Sim Marine .Athletic .Associa-
tion which derives its income
from the sale of soft drinks aboard
Sun Oil tankers. There are at
present forty complete programs
and more are scheduled to be
added soon. Feature pictures, and
shorts on safety and other educa-
tional subjects, make up the pro-
grams. Each ship will receive a
new supply of films liefore it leaves
the Marcus Hook Refinery on the
east coast for Gulf of Mexico
ports. .At present there are not
enough pictures for a new pro-
gram every day, but scheduling
second showing enables those on
watch to see programs at a later
date.
Crewmen arc being trained to
handle the projectors, and films
are being shown on deck when
weather permits. During rain\ or
cold weather thev are shown in
the mess halls. .An e\ideiHe of
the enthusiasm wilh which the
films are received is shown by the
fact that individual crews are tak-
ing collections at the end of each
vovage, so that additional films
may be rented. Films, Inc., is
handling the rental of many of the
features.
The idea for the program seems
to have come from the film pro-
grams presented on LI.S. Navy
vessels dining the War. An in-
teresting side note is that the pro-
grams have even received editorial
mention in the "Daily Worker."
* * *
Association Films' New Catalog
♦ .VssociAnoN Films, Inc;., has
relea,sed the 35th edition of its
Catalog of Selected Motion Pic-
tures which lists more than 1,300
titles of educational, religious and
entertainment films, including a
hundred sponsored pictures of-
fered free for group showings.
85,000 copies of the catalog are
being distributed to churches,
clubs, industries, school and com-
munity groups. Requests for the
catalog may be sent to .Association
Films. Inc., 35 West 45th Street,
New York; 206 South Michigan
.Avenue, Chicago; 3012 Maple
.Avenue, Dallas; or 351 Turk
Street, San Francisco.
Communication Research Group
to Distribute Israel Films
♦ .Arrangements now completed
make the Bureau of Communica-
tion Research, Inc., 13 E. 37tli
St., New York 16, the distributor
of three notable documentarv
films that recount the recent his-
tory of the state of Israel. Pro-
duced by Palestine Films, Inc.,
the one Israeli production com-
pany in acti\e operation before
and dining the recent war, the
subjects include T}if House in the
Desert, Israel Reborn and Israel
in Action.
■ The House in the Desert was
awarded first docuiuentary prize
at the Venice Film Festival of 1948
as well as second prize at the
Prague Motion Picture Festival
held the same year.
Kodak Completes Mexican Plant
With Extensive Film Facilities
♦ Eastman Kodak has completed
construction on its new two-story
building in Mexico City and will
iuo\e in shortly. The new struc-
ture contains 35,000 square feet,
was built to meet specific needs of
tlie company, and will pro\ide
service space for receiving, storing
and shipping of stock; accounting
offices, management offices; show-
room and sales center for medical,
graphic art, audio-visual, indus-
trial and amateur photogra])hy.
Other feaimes of the building
include a model studio, a teaching
laboratory for demonstrations and
a projection room. •
Open All Year
16A
BUSINESS SCREEN MAGAZINE
GREAT INDUSTRIES HAVE
GREAT STORIES TO TELL
All the drama o{ discovery ^ihe strivings of ihe great American scientist ^slio pioneered so courageously across the frontiers of electrical
communication — come to life in the 30-minute sound motion picture, "mr. bell" — created for the Bell Telephone System by RKO Palhe.
"Mr. Watson, come here! I want you!"
. . . magic words I
. . . words that said. "OPKN. sesame." to
a wonderful new medium of oonnnunioations
and service!
. . . the first tvords ever heard over a
telephone!
One of the greatest chapters in the history
of American inventive genius and enterprise,
the story of Alexander Graham Bell is a pub-
lic relations asset of great worth to the Bell
Telephone System. That is why the Bell Sys-
tem turned to RKO Pathe to make this story
live again through the medium of a sound
motion picture!
The resultant 30-minute film, "mr. bell"'
has been seen, in 26 months, by nearly
9.000.000 people from coast to coast ! This is
Public Relations with real imjtnct . . '. It is
one of many ways RKO Pathe Motion Pic-
tures serve American industrv todav.
Only RKO Pathe Offers:
1. .1 Firm Priff for Yittir Film — a price
tliat meets all cunipetitiim. quality fur quality.
2. tiuaraatfff of Satisfaotion — nu down
or progress payments. You pay nothing unless
you are thoroughly satisfied.
:t. Mtt'si t'tifiliiivs in iln' fntfiisiri/ — com-
pletely equipped >tudio> in both New \<»rk
and Hollywood.
4. Aa HKO Pallip froilurtion — for forty
years the iiallrnark of great pictures.
RKO PATHE, Inc.
625 Madison Avenue, New York 22, N. Y.
PRODUCERS OF BETTER COMMERCIAL AND TELEVISION FILMS FOR INDUSTRY
illail This Coupon Todav!
We will he glad to furnish vmi uith
full fatts ahout KkO PatheV unique
tarilities. Most iniportant.it ^Nillpa\
you to learu about our polii-v — tus-
toiner ownership of script, no pav-
nifnts until final picture is accepted.
otiicr at^^ antagcs.
I'le-asc attach this coupon to vour
letterhead and mail today.
Title
Company—
Address^
City
DUMBER 6 • VOLUME 10
17
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Hare you looked at oue lately?
GE LAMPS
GENERAL
ELECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
Freedoms Foundation Cites
Ten Films for Awards
♦ $5,000 in cash awards for
the ten best 16nim motion
pictures which help bring
about a better understanding
ol tlie .\merican Way of Life
will be made by the Freedoms
Foundation, Inc., Valley
Forge, Pa. Entries closed on
September 30.
The Freedoms Foiuidation
is headed by advertising exec-
utive Don Belding. Executive
\ ice-president is Kenneth Dale
Wells. .Among its prominent
directors are H. W. Prentis,
Jr.; Colby Chester; Robert
Johnson, president of Temple
Univ.; and Dr. Fred D. Fagg,
Jr., presideirt of Univ. of So.
Calif, at Los Angeles.
* # *
Ford Film in Production
♦ FoRi) Mort>R Company is
planning the release later this
vear of a film telling the pro-
duction story of their 1949
model. Early scenes show
planning with rough pencilled
sketches and then the camera
follows the evolution of the
desigir through the coinpli-
cated process of drawing up
finished plans and finally put-
ling the model in production.
Raphakl G. Wolff .Studios
are in charge of production
;nid have had three crews
photographing scenes at Ford
[ilants iir seven states. The
film will be in color and will
feature "musical narration"
using a sixty-piece orchestra
and mixed chorus of twenty
five voices.
National Film Society ot Canada
To Distribute Safety Pictures
♦ The National Film Soci-
ety OF Canada has obtained
Canadian rights for release of
all National Safety Council
films. The new plan is ex-
pected to diminish delays in
distribution caused by custom
rules and 'other restrictions.
The entire library of the
Council will be available for
rental, preview or loan. Rental
charges will be $3 for the first
day or %b the first week. A
free catalog of films available
can be obtained by writing
The National Safety Council,
20 N. Wacker Drive, Chicago,
Illinois. Films should be
booked directly from National
Film Society of Canada, 172
Wellington St., Ottawa, On-
tario, Canada.
18
BUSINESS SCREEN MAGAZINE
CONFUSE
J ..BUT i^""^'
^^litSTED/"
'^ANTS
To
Ti^ S&wice/"
i't
5 foo «
USy,
* YOU GET REPORTS like these from your salesmen every
lay and will continue to do so until yon do something about
t. When you do nothing your men feel that vou condone their
aeifectiveness and all remains confusion.
". . . to be confused is to go around in circles: to be con-
cerned is to find a way out ..."
' * BUSINESS LEADERS are constantly indicting management
or being more lethargic than their salesmen . . .
". . . more people know hoiv to make things than know
how to sell them — lie need aggressive salesmanship
again ..."
". . . management has shiny pants from sitting too long
on wartime profits; they need to get up and walk
around ..."
". . . management must realize that the future of business
rests squarely upon the shoulders of their salesmen ..."
". . .management's attitude toward sales reflects itself
down to their salesmen ..."
". . . salesmen look to management for leadership all the
way . . ."
* * ROCKETT PICTURES, INC.— recognizing the dire need-
has created a powerful tool for management — a series of eight
thought provoking, action stimulating sound slide films. This
series is packed with advanced techniques for use in retraining
older salesmen and training newer men who have not heard
today's sales resistances — there hasn't been a competitive market
for ten years.
* * THE "SLEEPING GIANT SERIES" of Aggressive Selling
Films is designed for alerted firms who are ready note to
revitalize their sales activities.
* * WRITE NOW for details and arrangements to screen these
powerful films for you in your office.
NOW IS THE TIME TO BE CONCERNED!
(RjodudL fiixliVuHu, inc.
6063 SUNSET BOULEVARD • HOLLYWOOD 28, CALIF. • GRANITE 7131
CREAIORS OF VISUAL TRAINING PROGRAMS SINCE 1925
U kl B E R 6
VOLUME 10
19 4 9
19
REPEAT BUSINESS
PERFORMANCE
Means Repeat Biisinesis
AODIO HAS MADE
16 Films for the American Telephone & Telegraph Co.
15 Films for the Ethyl Corporation
9 Films for the Ford Motor Company
5 Films for the Texas Company
5 Films for the Western Electrie Company
5 Films for the General Motors Corporation
There is more of this
REPEAT BUSINESS
ill this ho<»klet
Send lor A FEW FACTS ABOUT
AODIO PROOOCTIONS, INC.
AIDIO l»RODlJCTIOI\S, Ii\C.
630 NINTH AVENUE . FILM CENTER BUILDING
NEW YORK 19, N. Y.
20
USINESS SCREEN MAGAZINE
They Show Films Everywhere
HIGHLY PORTABLE PROJECTION BRINGS THE LIGHTED SCREEN
TO PLANT FLOORS, ON RAILROADS, AIR LINERS AND AT SEA
THK RICKNT INSTALLATION of Ifinllll SOUIld
molioii picture equipment on the en-
liie Hcct of seagoing tankers of the Sun
)il Cimipanv is a \ i\ id reminder of the unii-
iial iii<)l)ilit\ of modern projection equip-
nent. fJut a tliousand or more industrial
)laius using regular employee movie programs
ill across the country could furnish plenty of
iddiiional evidence on that score.
Ihev are showing noon-hour and after-shift
ilm programs in warehouses, locker rooms,
afeterias and odd corners on the plant Hoors
\ith little ditticulty. What seemed like an
nsurmountable obstacle a few years ago has
)een overcome by the equipment designer and
he ingenuity of tliese plant men and women
n charge of such showings.
Railro.\ds Provide Mobile Projection
As recently reported in these pages, eni-
)loyees of the Illinois Central and Seaboard
Virline railroads are seeing films projected on
pecially-built. self-contained mobile projcc-
ion imits \vhich meet their worker audiences
in\ where along tlie track. Other railroads are
howing recreational films to passengers in
onverted theatres set up in dining and lounge
ars. The Baltimore S: Ohio lias been a pio-
leer in this respect.
Transatlantic airline passengers have also
njoved 16mm projection of films while thou-
ands of feet over the ocean. Here are a few'
>f the tricks employed to put on a film show:
Wherever davlight interference is encoun-
tered, the shadow-box arrangement aroimd
the screen is a practical answer. But numerous
shows are also being staged with a mirror ar-
rangement at the projector and an overhead
iranslucent rear-projection screen.
Use a 750 or 1000-watt lamp for all these
emplovee gatherings ol any size: too little
light is a handicap to real enjoyment of any
motion picture or slidefilm program.
New Projectors Lighter and Brighter
Notable improvements in projection ecpiip-
ment have been in lightness and brightness.
Coated lenses and better optical arrangements
have assured tire latter advantage on new
makes of equipment and the trend is also to-
\vard maximum portability with lighter but
strong metals prevailing. Training of opera-
tors from among plant personnel is highly
desirable. Tanker crewmen of the Sun Oil
Company were trained to handle their sea-
going shows: many concerns have trained
groups of their workers to handle the mo\ie
equipment so that an ample supplv of opera-
tors is always available.
The film medium lias proven its useful
place in training, safety education, etc. and is
achieving widespread popularity for employee
morale and informational showings. Those
who plan such programs can count on few
difficulties from the standpoint of physical
projection and equipment operation. Thev
show films everv where these da\s. •
These Sun Oil tanker crewmen now enjoy regular 16mm ftim showings at sea.
HELPFUL SUGGESTIONS
for planning a "Movie Day"
with your plant employees
•k Here are some good ideas suggested by plant
executives and employee program chairmen
who have successfully used 16mm sound films
in their plants, offices and warehouses dining
recent months:
1. Show Films on a Regular .Schedule: irregu-
lar or "siK'cial event" showings over emphasi/e
the importance of the occasion. "Movie Day"
should be established on a specific day each
week as a regular continuing activity.
2. Attendance Should Be Voluntary: compul-
sory attendance tiuns the occasion into a
management lecture. "Movie Day" is your
employees' own program to improve relations,
improve attitudes, interest and enthusiasm.
3. Films Should Be Informative As Well As
Entertaining: weekh programs should be well-
balanced and diversified. "Movie Day" loses
its significance if it becomes monotonous with
too many "training" films. But workers liave
shown a marked preference for good sponsored
films on consumer education, health and hy-
giene, homemaking, sports, and travel.
4. Use Good Showmanship in "Movie Day"
Promotion: firms now sponsoring employee
group showings find attendance improved
when plant bulletin boards, eniplo\ee papers,
and other publicity channels are used. An-
nounce showings in advance: tell about the
pictures to be shown.
5. Workers Show Preference for Films on the
American Way of Life: recent polls of indus-
trial workers in an Illinois company placed a
sponsored film showing how opportunity fa-
vors the American worker as "first choice"
among three types of audiences, men, women
and mixed groups. Other groups have asked
for equally informative subjects— BUT don't
show them more than once a month and then
as a part of the regidar wecklv film program.
6. Noon Hour or Cafeteria Showings Prove
Popular: this is the time and the place for
a good employee progiam. Use good sound
projection equipment. Technical difficulties
are fairly easy to overcome in most instances.
Projectors are easy to set up and will operate
with little trouble.
7. Provide a Regular Place for Plant or
Office Showings: man\ plants have set aside
a regular room or hold their programs in the
cafeteria. Set up the projection equipment
to best advantage and maintain the same
standards for a good showing all year aroimd.
8. .\ppoint a Film Chaiiinan: place the re'
sponsibilitv lor booking or previewing films
with a single individual who can check the
program regularh.
9. ITse Good Projection Equipment: a good
audience deserves the best in light and sound
for the show. That's worth repeating.
10. Make Sure the Room is Well-Ventilated:
don't hold film showings in crmiiled, liadh-
ventilated shop or closed office. •
NUMBER b
VOLUME 10 • 1949
21
A pictorial composition in contrasting black and white is this production scene made during the
filming of "The Tanglewood Story" with the Boston Symphony Orchestra on the stage.
BUSINESS S
LENS-EYE VIEWS ALONG THE PRODUCTION LINES
There's glamour on the set and in the camera composition of this production scene during the mak-
ing of the recent General Electric film "Textiles Unlimited" at the Hollywood studios of Raphael G.
Wolff. Serious theme of the picture itself is a report to the textile industry on how textile mills are
modernizing. The result is a highly technical but eye-pleasing 20-minute color motion picture of wide
usefulness within this important industry. Showings are currently scheduled for textile groups.
State Department Film.s the Berkshire
Music Festival for Overseas Showings
"THE TANGLEWOOD STORY"
* riif people of ihiity five foreign countries
will, in ihc next tew months, sec the motion
pldiire. rlie Tanglewood Story (provisional
liik), produced in 35mm black and white
sound, by MPO Productions, Inc., New York,
lor the U.S. Department of State.
Filmed at Tanglewood, Massachusetts, the
film reveals the activities of the Berkshire
Music Center where musicians, composers and
music sludents from all over America come to
study and work together. The film was made
during the recent annual Berkshire Music
Festi\al, and includes exiensive footage on
actual rehearsals and performances of the
Boston Symphony Orchestra, with Dr. Serge
Koussevitzky, the founder of the Berkshire
Center, conducting.
Founded By Serge Koussevitzky
In speaking of Dr. Koussevitzky, Irene Wil-
son ot MPO, script editor for the film, said,
"Besides being a perfect conductor. Dr. Kous-
sevitzky was an exceptionally good actor. He
could repeat an identical performance for
every take." Koussevitzky's idea behind the
founding of the Berkshire Music Center was
to give young .American musicians a start,
a place where they could work with the finest
musicians of the time and also perform them-
selves.
One of the highlights of TJie Tduglexoinul
Story is the performance by the Boston Sym- ■
phony Orchestra of Randcll Thompson's new
composition, "The Last Words of David",
written in honor of Dr. Koussevitzky's twenty-
fifth anniversary with the Boston Symphony.
Filmed Under Difficult Conditions
Larry Madison of MPO Productions, di-
rector of the film, has captured the true at-
mosphere of photogenic Tanglewood. The
complications of making such a film were
many. It was extremely difficult to get the
big music halls free to light and equip for
sound. The musicians at Tanglewood were
busy from dawn until midnight in their at-
tempt to make perfect music, while the cam-
era crew was intent on making a technically
and musically accurate film. Only through
complete cooperation of the Berkshire group
and the large audiences who came to see and
hear the Music Festival was MPO able to
put The Tanglewood Story on film.
At present The Tanglewood Story is sched-
uled for foreign distribution only, but because
of the great numbers of people within the
United States who are unfamiliar with this
leading .'\merican cultural center, steps may
be taken in Washington to also release the
(ilm in the U.S.
Other films originally produced for the over-
seas ])rogram of the State Department have
been released for U. S. showings. A note-
wortliy cxam|5lc is the .\rturo Toscanini
film Hymn of the Nations. •
BUSINESS SCREEN MAGAZINE
One of the colorful authentic sequences in The Cheese Fannlly Album depicts Napoleon s discove-
i^amembert.
THIS Ol'LLEXT TECHMCOLOR
sound motion picture relates the fas-
cinating and romantic legends from the
history of cheese but it also presents a unique
combination of rich entertainment, eve-ap-
pealing color and a boundless box-office po-
tential in the years ahead for its sponsor— the
Kraft Foods Company.
The Cheese Family Album is the appropri-
ate title of Kraft's historical narrative motion
picture "cavalcade" of the legends of famed
Camembert, Cheddar, Edam, Swiss and the
first "Welsh Rabbit." Otto Kruger, playing
himself as an amiable Hollywood garden party
host, is the story-teller who shares his gour-
met's interest in this basic and historic food
as the Technicolor cameras of Wilding Picture
Productions, the producer, film the legends
recreated from ancient to modern times.
Rl^SEARCH .\SSLRES .\cCrRATF. PORTRAV.AL
There's plenty of audience appeal in these
historic episodes but they arc also painstak-
ingly accurate — as countless hours of research
will validate. Actual location sequences filmed
overseas especially ff)r The Cheese Family
Album add to its authenticity and interest.
The .\rabian traveler's discoverv of cheese
in pre-Biblical days; the creation of the first
"Welsh Rabbit" by a harried but ingenious
ii
Kraft Foods Presents
Cheese Family Album"
A TECHNICOLOR MOTION PICTURE
cook in a beseiged Wales castle; Daniel Defoe's
visit to earl) Cheddar where cheese was made
for the king's tithe — these are a few of the
stories brought to life in Kraft's Album.
\.\i'Oi.KON Xamfd It Camfmbf.rt
.\ colorful costume sequence depicts Napo-
leon's "discovery" of Camembert while dining
with his staff in that French village. Audi-
ences also see the storv of the Swiss "lifetime"
cheese and visit Holland's famed Edam.
America's historic role in the modern de-
velopment of cheese manufacture begins in
the past century as our early cheese-makers
sought uniform ([uality for their product.
The logical place of Kraft as one of the pio-
neers in the modern ])roduction and market-
ing of this product is faithfuUv portraved.
Sequences include today's skillful and scien-
tific processing of cheese in the sponsor's ultra-
modern plants. The careful controls which
assure uniform quality are caiTied through
from farm to the consumer.
.\ Hollywood Cast of Seventy-Five
In addition to the personable Mr. Kruger,
The Cheese Family Album cast also features
Rosemary LaPlanche and Kraft's familiar
radio program announcer. Ken Carpenter. A
supporting cast of se\ent\-five others were en-
gaged in this Technicolor production.
The character of this picture lends itself
admirably to colorfid settings and brilliant
costuming and in this respect the film is an
e\e-filling example of the best that AVilding
and Technicolor can combine to produce.
R. P. Hogan supervised the production for
the sponsor.
Several hundred prints have already gone
into the 26 nation-wide film libraries of
Modern Talking Pictuie Service, Inc., who
are handling the phvsical distribution of The
Album for Kraft. .Although distribution was
largely withheld until September, indications
are that the film will have tremendous audi-
ence demand through the fall and winter
months ahead. Both school and adult groups
may book the 16mm sound motion picture
prints. We predict record-breaking audience
demand for this outstanding example of the
best in sponsored films available today. •
NUMBER & • VOLUME 10
19 4 9
23
Packaged Salesman
THE PAPERBO.VRD INDUSTRY FILM
•k National release is announced for Paper-
board Packaging, a new 32-niinute 16inm com-
mercial film in color about paperboard and
folding paper cartons as used in modern pack-
aging. The film was produced for the Con-
tinental Paper Company and Alford Cartons,
of Ridgefield Park. New Jersey. It is being dis-
tributed bv Association Films. Modern Talk-
ing Picture Service, and the public relations
departments of the sponsor companies.
The sales problem of the two associated
companies was a difficult one, but not too
iniusual. The printed cartons are sold by the
millions and tens of millions to a rclativeh
small group of consumer goods manufacturers.
The paperljoard is sold bv the thousands of
tons to a limited number of carton companies
and other industrial users. General distribu-
tion of a film could be valuable only from a
public relations standpoint— but it is in l/ic
specific onc-lime showings lo one or two key
men, that .\. B. Huyssoon and F. C. Williams,
respective sales managers of the Continental
Paper Company and Alford Cartons, expect
the film to pa\ off.
An added sales angle for the sponsors is the
close relationship between the paperboard
manufacturer and the folding carton companv.
The wide distribution of goods packaged
in paperboard, supplemented by its use in
book covers, children's games, candy boxes,
and the other stiff containers known to the
trade as set-up boxes, has prompted the spon-
sor to distribute the film to consiuner groups.
Paperboard Packaging was produced by
James E. MacLane of Film Associates. A full
musical score and dramatic narration are
among its features. Color is Commercial Ko-
dachrome, an aid to product appeal.
Progressive Rural South Is
Theme of Southern Bell Picture
•k The Southern Bell Telephone Company
has "co\ered" the new South in the recent
20-minute color motion picture Partners in
Progress. The film is a factual and highly
interesting account of the progressive post-
^^■ar rinal South as well as this regional telc-
])iioiie companv's progress in meeting its in-
creased telephone demands.
Six months of location shooting by pro-
ducer Charles Beeland, .\tlanta film maker,
helped make this good documentary a realis-
tic report of tlie region's growing prosperity
and of the technical progress to match it.
Southern farmers .\lbert Flovd, L. H. Benson,
and others fill the leading roles beside the
real-life cast of Southern Bell plant, commer-
cial, and traffic workers. Cliarles Thorp, in-
formation supervisor for Southern Bell,
worked in close collaboration with the pro-
ducer, and with O. T. Robinson, rural service
su|5ervisor.
Distribution: Following its premiere show-
ing this past summer at a new rural project
site in southeastern Georgia Partners in Prog-
ress is being released for general showings in
I lie region ser\'ed by Southern Bell.
"Paperboard Packaging" in action: wlien consumers make retail purchases.
Visualizing Displays
FRANKFORT'S NEW DEALER SHOW
if A 24-minute color film will aid in the fall
merchandising program of the Frankfort Dis-
tillers, who will show dealers the new set of
counter, window and bar display pieces on
Four R.oses, Hunter and Paul Jones. The film
carries a message from Ellis 13. Slater, com-
pany president. Opening with a personal word
of greeting, the film sketches for dealers their
future prospects in liquor sales, and explains
the company's new price reduction on the
Hinitcr brand.
Solves Time and Space Problem
Time and distance are the two obstacles
which Frankfort is trying to hurdle with its
new picture. Each year, its advertising de-
partment produces scores of sales helps —
clocks, artificial ice cakes, statuettes, banneis,
matches, paper weights, bottle pourers. An
array of lithographed cardboard displays aKu
spearheads its selling themes. Between the
date these displays are completed and the cam-
paign must start, onh a small margin of time
exists. In years past, the material was shipped
from New York to dealer meetings in three m
four large cities, there assembled and ex-
hibited to the jobbers.
With the film, titled The Perfect Set-Up (25
prints of which will circulate) smaller and
more numerous meetings closer to the homes
of the wholesalers, will be held.
From the photographic angle, presentation
of new displays in real, live surroundings has
been accomplished by Films for Industry, Inc.,
through location shooting in midtown Man-
hattan at liquor stores and bars, with the aid
of actors and store clerks.
.•\ portion of the film re\iews past year','
displays and highlights, to remind dealers of
the support Frankfort has supplied in prior
years.
Price Message Also Included
In his talk. President Slater explains why
Frankfort is reducing the price on Hiuiter.
A study of industry liquor sales in 194H re-
vealed to the company that 44% of sales were
HI middle price liquors, a range in which
Frankfort has had no entry. To take advan-
tage of this large potential market, the price
ol Hunter is being reduced. Magazine ads in
support of this revision pass in review before
the camera.
Fechnical Data: The amount of display
material reviewed in the picture was a truck-
load. When set up, it filled nearly three rooms.
In order to show this subject matter withoiu
glazing the eyes of viewers, stress was laid b\
Dave Quaid, caineraman, on the introduction
of movement \vhere\er possible, .\d\ertise-
ments were mounted and moved past the
camera, or displayed with other eye-appealing
effects. Long truck shots, pans, wipes, zooms,
skilful arrangements in depth, and colorlul
backgrounds were also found successful in
attracting an unwavering level of attention.
24
USINESS SCREEN MAGAZINE
Eljer jilm In lj>i J<u- iruikf it pay
Another shows "Moulders of Progrfsi"
Eljer Program Lends a Hand to the Plumber
TWIN-EDGED SELLING TOOLS
Sponsor: Eljer Company (an acti\ity o£ the
advertising department under A. E. Thies-
feldt. manager).
Agencv: Fuller & Smith &: Ross, Inc.
Titles: Moulders of Progress, 30 minutes,
color, produced bv Cinecraft Productions of
Cleveland; and Joe Makes It Pay, 10 min-
utes, color, produced by the Pathescope
Company.
Content: Moulders of Progress is the story o£
the manufacture of vitreous china, cast iron
plumbing fixtures and plumber's brass goods.
It is a public relations appeal for the whole
plumbing industry, making much of the value
of plumbing and the indispensability of
sanitation in our modern world.
Joe Makes It Pay traces the career of a
young man from the time he enters the plumb-
ing business, showing how alertness to sales
opportunities and sales promotion helped him
become a prosperous merchant.
Production Techniqie: Moulders of Prog-
ress is a straight industrial story with color
photography taken in Eljer plants in Ford
City, Pa., and Salem and Marys\ille, Ohio.
Joe Makes It Pay is a semi-animated slide
motion film using art work cartoons.
P.^RT OF \ W'eLL-ROL NDED PrOCR.^M
Intended Audience: Either of the pictures is
designed to stand alone for individual show-
ing, but the combination of the two provides
the basis for a well rounded sales meeting.
Joe Makes It Pay is only for trade meetings
while Moulders of Progress is also available
for showings to civic groups and schools, etc.
SlGNIFIC.\NCE IN COMP.\NV OpER,\TIONS: Both
Eljer films, along with other media, are part
of a well rounded advertising, sales promotion,
and public relations program undertaken by
the company. .Added to the posters, direct
mail pieces, decals, folders, booklets, catalogs,
the Eljer "ColorGraf ', etc.. the two new films
are offered as the companv's complete plan
for promoting new sales techniques, sales psy-
chology and profit making procedures.
Supplementary Materials; Eljer provides a
booklet, also titled Joe Makes It Pay. to all
members of audiences seeing the sales film.
The companv publicizes the films to customers
bv descriptive folders, mail and publications.
Showings Aimed To Help S.ales
Mechanics of Distribution: Eljer salesmen
arrange showings with distributor organiza-
tions, contractor groups, builders and archi-
tects, plumbing associations and plumbing
apprentice schools in advance. Film bookings
are then confirmed in the company's adver-
tising department at Ford City, Pa., and prints
are shipped from there several days in advance
of the meeting. In order to achieve the most
use for each print, Eljer salesmen and dis-
tribiuors are urged to schedule local school
and group showings for Moulders of Progress
on the same day as the sales meetings when-
ever possible.
Eljer salesmen are authorized to obtain the
services of local projectionists to screen the
films for trade shoviings, and the company
picks up the tab for this service.
Eljer keeps a schedule of advance bookings
and running inventory of audience totals, oc-
cupation classifications and reactions so that
an analysis of results may be prepared.
SECURITY SALES FILM
•k Early this month securitv dealers in all
parts of the country were shown a 40-minutc
motion picture outlining a proposed sale of
835.000 common shares of the Rochester Gas
S: Electric Corp. to individual stockholders
of General Public Utilities Corp. which novi-
holds the shares in bulk.
G.P.U.'s registration statement became ef-
fective September 8th and on that date dealers
in Xew York, Chicago, Philadelphia, Boston,
Rochester, Cleveland, San Francisco and Los
.\ngeles were shown the film simultaneously.
Showings in several other cities followed on
successive days.
The three sponsors claim that this is the
first time so many widely scattered securitv
dealers have been reached at one time with
full information on a proposed sale.
GAS: "OUR SILENT PARTNER"
Sponsor: The East Ohio Gas Company, The
Hope Natural Gas Company and The Peo-
ples Natural Gas Company.
Title: Our Silent Partner, 27 minutes, color,
produced by Robert Yarnell Richie Pro-
ductions.
Content: Our Silent Partner tells of the im-
portance of gas to industry and to homes. It
shows how gas is foiuid, and the drilling pro-
cedures, storage and regulation necessary to
distribute it to customers.
Production Technique; The three sponsor-
ing companies, all subsidiaries of the Con-
solidated Natural Gas Company, serve areas
in West \'irginia. Western Pennsylvania and
Eastern Ohio. .\s each has somewhat different
procedures and types of equipment, three ver-
sions of the film were made.
Scenes of drilling in \V'est Virginia form
some of the most interesting sequences of the
film. Magnetic tracks of drillers speaking as
thev work were used as guides for later re-
cording using actors to copy the words and
inflections of the drillers.
Intended .Audience; Schools, service clubs,
civic gToups are the main targets.
Significance in Company Oper.\tions; Our
Silent Partner is a broad scale public relations
effort for the three companies in the areas
thev serve.
Mecha-NIcs of Distributio.n: The companies
offer the film for free showings to schools and
local groups. Thus far it has piled up several
hundred showings for a total audience of many
thousands. Modern Talking Picture Service
handles the film for the Peoples Natural Gas
Company in Western Pennsylvania.
SALES PROMOTION SLIDEFILM
if A new sound slidefilm in color, produced by
Sarra, Inc. for the A&P super market system,
will serve as a technical and sales training
film for employees assigned to fish depart-
ments. The film titled Fishing For Sales is
divided in two parts so that it may be used
in separate showings.
The first section deals with the story of
the fish industrv from fisherman through de-
livery to the market, including processing of
the fish. In the second section customer rela-
tions and tvpical store situations are analvzed.
The film was prepared through Paris and
Peart, Inc.. -Advertising Agency.
' > P inspector checking f/- -? ' .
NUMBER «
VOLUME 10 • IV4?
25
tnw
I The New Art
of Television Films
CREATIVE TECHNIQUES MAKE TV COMMERCIALS
HIGHLY INTERESTING TO THE VIEWER AUDIENCE
Below: The Electric Au+o-Lite Company's imaginative TV product parade.
Lucky Strike's animated cigarette commercials are now widely familiar
to the national television audience: agency is N. W. Ayer & Son, Inc.
• THE SKILLFUL MOTION PICTURE TECH-
nicians who are creating those I'ascinating television
commercials with marching cigarettes, miniature vil-
lages, puppets, and other eye-catching devices have
an art medium all their own. Proving again that film
is indispensable to video salesmanship, the Jam Handy
Organization (producer of the TV commercials pic-
tured on this page) is blending visual entertainment
with good selling in nuniernus short subjects like these.
Below: This miniature town was recently constructed for the "Scotch Tape" television com-
mercials of the Minnesota Mining & Manufacturing Company. The agency is Batten. Barton.
Durstine & Osborn. Inc. These TV films were created by the Jam Handy Organization.
Industrial Audio-Visual Association
Holds Fall Meeting in New York
■k Members of the Industrial Audio-Visual
Association, national professional organization
of business and industrial executives in charge
o£ film activities within companies using this
medium, will hold their annual fall meeting
(in October 13-14 at the Hotel Lexington,
New York City.
Gordon Biggar, Shell Oil Company, is in
charge of the program, assisted by Merle John-
son, General Motors; Joseph Schiefferly,
Standard Oil Company (NJ) ; Frank Howe,
Pan-.Vmerican World Airways, and others.
The meetings will follow the annual fall ses-
sions in New York of the Association of Na-
tional Advertisers.
J. Sterling Livingston, professor in the
School of Business Administration, Harvard
Universitv, will be a guest speaker at one of
the luncheon sessions. He will discuss the
practical economics of sponsored films. Other
leading topics include a discussion of the na-
tional distribution survey project of the As-
sociation, review of recent member-produced
motion pictures and slidefilms, and a discus-
sion of new technical developments affecting
film production and distribution.
O. H. Peterson, Standard Oil Coinpany
(Indiana) is president of the organization.
26
BUSINESS SCREEN MAGAZINE
THE lAMii.iAR sc:Ri;t.\ iiii.i-.
"General Mills I'icscius" has appiarcil
on a •joocl nian\ niolion |)ictuix's and
slidefilnis in recent years. A tradition ol use
tul service, far beyond the ordinary, has been
growing around this milling company's fdm
program that is represented in such outstand-
ing screen lontribuiions as these:
Anm'AL Rn'ORr Films: General Mills initi-
aled the use ol the screen medium in report-
ing lacts on the company's operations to its
shaieholder family as early as 1939. .Slides
usctl in that )ear were succeeded by the first
annual report motion picture, Tlie Year's
Work, issued in 19-40. Others have followed.
Ni'TRiTioN Edication Films: The current
documentary film Tlic School That Learned
to F.at has been adjudged one of the finest
factual films of its i>pe. Its contribution to
the better understanding of nutrition among
school chiklien has been of real importanie
in this vital area of our national welfare.
Emi'Lovee Ei)U{;.\tion: Sales training, satct\
education, suggestion system indoctrination,
and many other forms of internal training
and informational films have been applied
within the General Mills organization.
CoNsi'MER F'lLMs: ColoE motioii pictures sucli
as 400 Years in -I Minutes (a cake-baking
film) and sound slidefilnis have aided the
wideh-known Betty Crocker home economics
program. Films which salesmen show to feed-
ers, and dealers have plaved a part in the
Larro Feed .Sales program. Home .\ppliance
Sales, an important new General Nfills de-
velopment, have been helped by a sales train-
ing sound slidefilm series.
Sports Film Program: Finally, but not least,
are the authoritative and basic "rides" films
which General Mills has co-sponsored for the
thousands of coaches and athletic directors (as
well as players) in high schools and colleges
throughout the nation. Over seventeen million
viewers are reported for this "Wheaties" phase
of the General Mills film progiam.
.■\ Pioneer \Vithin Its Industry
General Mills is in many ways a model film
subject. This leading member of the milling
industry has its roots back in the last century.
Its executives exemplify the stable character
of its operations and the films reflect the
sincere interest of tfiis concern in the welfare
of not only the 12.(300 men and women of its
employee family, but also its shareholders,
the rural .Americans who supply its basic
products, and the millions of consumers
which it serves throughout the nation and a
good part of the world.
James F. Bell, a practical visionary ^vho
founded the company, has maintained a liveh
interest in all phases of education, including
films, and that interest is also shared b\ the
present Chairman of General Mills' board,
Harrv \. BuUis and bv the com])anv's presi-
dent, Leslie X. Perrin.
Film Department Formed in 1945
Nearly four years ago, in December, 1945,
General Mills centered its audio-visual prob-
lems within a single Film Department. Head
of this activity is Thomas Hope, who is re-
Modern screening mom facilities at General Milii headquarters building in Minneajiolis.
The General Mills Story
THE BRO.\D CONCEPT OF PUBLIC SERVICE HELD BY THIS COMPANY
IS REFLECTED IN THE USEFUL WORK OF ITS FILM DEP.\RTMENT
sponsible to Edward G. Smith, Radio and
Television program director, within the com-
pany's advertising department.
Three basic functions guide the Film De-
partment's operations, namely (1) produc-
tion or supervision of production of motion
pictures and slidefilnis; (2) distribution of
existing films, a key task; and (3) still plio-
tograpliy and photographic library. Prob-
lems of projection and the audio-visual equip-
ment needs of the company also fall within
the province of this department.
Production of General .Mill films is shared
by outside commercial studios and by a
nucleus production staff maintained within
the organi/aiion. .\ cameraman, a "still " man.
In production on a recent General Mills j)ic-
ture filmed at company headquarters.
■
w
and a librarian form this nucleus group. Ex-
cellent internal projection and film handling
facilities are maintained at the company's
headquarters building in ^^inIleapolis.
Distribltion a Key Responsibility
.\lthough its physical film distribution re-
sponsibilities are shared by outside organiza-
tions, the Film Department averaged nearly
300 bookings a month from January to June
of this year through its own headquarters
librarv. .A.n average of two and one-half show-
ings per month per print was maintained with
a total of 23 different subjects in use.
There is also some indication that film dis-
tribution may be further decentralized as the
department notes increasing demand from
more remote sections of tlie country and a
consequent loss of print travel time.
Fundamentally, the Film Department oper-
ates as an entity with its own t)udget, serving
the many departments of General Mills. Mo-
tion pictures, encouraged when motivation is
urgent; sound slidefilnis for instruction; "min-
ute movies" for screen advertising; and lately
silent filmstrips for grade school level use on
an economic education theme are all included
in the broad concept of its present duties.
Here .\re Some of the Films Used
First of all, employee indoctrination and
training films have a key role in the pro-
(CONTINUED ON THE FOLLOWING PAGE)
NUMBER 6
VOLUME 10
19 4 9
27
Parent cooperation is enlisted as trachrr and pupils participate in an all-out program to
improve children's eating and licallli habits. A scene frotn '-The School That Learned to Eat."
(continued from the preceding page)
gram. The film What's Your Idea is one of
the few on tliis subject sponsored by inchistry
which helps promote the all-important em-
ployee suggestion system. This Is Your Com-
pany, for all employees, lells about the con-
cern they serve— and which ser\es them.
Farming for Facts is a typical film which ex-
plains their Formula Feed research program.
Highly important in this area is a new film
project dealing with flour mill fire pre\en-
tion. The economy of a film which can help
reduce losses (and insurance rates) is evident.
This new picture, titled The Triangle of Fire,
is based on the three elements of a mill fire,
namely (1) oxygen (2) combustible material,
and (3) ignition. Controlling any one ot
the three eliminates fire hazard. The film
should be widely useful to otlrer members of
the industry as well, insurance experts think.
For Women's Groups or Farm Audiences
For women's club circulation, two new 15-
miniue soinid slides were added to General
Learning more about nutrition is part of
"The School That Learned to Eat" film.
Mills' film library in 1948. Cash From Cou-
pons features an aninrated coupon telling the
ladies about the company's Coupon Savings
Club Plan, and The Perfect Pair gives Betty
Crocker's sisters-of-the-skillet the story of the
Tru-Heat fron and Ironing Attachment.
Smart Dairying, a 21-minute color-sound
movie recently released, shows fanners and
stock feeders the adxaiuages of using the com-
pany's Larro brand farm-tested feeds, while
Pocketbook Poultry, its 22-miniite companion
piece, shows tliem — and tlieir wives — how to
get greater egg production from Larro Chick
lUiilder and Larro Egg Mash. Pig Sense and
Hog Dollars is a new film due early next year.
National Nutrition Campaign Aided By
"The School That Learned to Eat"
♦ Swelling this sponsor's audience gross totals
is the nutrition film The School That Learned
to Eat. Industry as a whole can take a bow
on this one, which a British committee of film
judges called "The best docinnentary film in
The children visit a grocer to purchase
foods — and learn more about them, too.
Jk:>lri
education." Subsetiuently chosen as one ot
six U. S. documentaries for showing at the
Intel national Film Festival in Edinburgh,
SiDlland, last year, School is at once General
Mills' most succcsslid school film \enture anil
a definitive film work on nutritional educa-
tion. After \'iewing it, a script writer not con-
nected with its production said, "it makes me
proud to be in this business."
Basic Nutrition Problem Met By Film
The film, a 22-minute color and sound pro-
duction, is part of a general nutritional edu-
cation program that started in 1944, following
a survey that disclosed three out of five ele-
mentary school pupils did not have a well-se-
lected diet. Over twenty-nine thousand pupils
formed the survey base. Both the film and the
overall program recognize all seven Basic Food
Groups as set forth by the U. S. Department
of Agriculture. The sponsor's own food prod-
ucts receive no special emphasis.
The School That Learned to Eat is so low-
pressured as to appear sponsorless and is
therefore more effective than it would have
been had intrusive and discursive asides been
allowed to mar its authoritative quality. Ac-
tually there were two sponsors — General
Mills and the University of Georgia.
A Factual Documentary Film Report
Produced by the Educational Film Produc-
tion Service of Athens, Georgia, with the coop-
eration o£ the teachers, parents, children and
community leaders in the cotton-mill village
of East Griffin, Georgia, School shows these
groups working together for a better nutrition
campaign and school lunchroom program.
This is so bare a description of its theme as
to invite dissent from those who made the
picture. They have not been misunderstood;
the film is "about" a lot of things — significant
ones all, and its many messages, including the
one on nutrition and health, are delivered
wilh finesse. Many of the actors are non-pro-
fessionals, which may account for a great deal
of its charm. There, the word is written — a
documentary with charm.
In this country, over 178,500 teachers and
health workers have seen The School That
Learned to Eat up to July 1st, 1949, and book-
ings, handled by General Mills, are reportedly
heavy, with seventy-two prints sold; fifty-five
others in distribution; eight in use by the
LI. S. Department of Agriculture, and new re-
quests arriving in each mail.
Films Like This Have Long Life
In approaching what looks like a record
audience for their films. General Mills can
count on getting a nice audience increineiu
from School Tliat Learned to Eat for years to
come. When you lia\e a film like this one, it's a
fair assumption.
The spirit ot the film, and perhaps of this
sponsor, is suggested by the answer to a querv
concerning the profit-potentials in the film.
Unuttered, but implicit in every foot of the
film is the answer— "That which helps ihc
nation's health and welfare helps General
Mills." .Something for sponsors to think about.
28
BUSINESS SCREEN MAGAZINE
J
A WIDELY USED SPORIS IILM I'RUORAM M-R\ L-S MILLICJXS
"Champions" On the Sports Film Screen
GENERAL MILLS CO-SPONSORS AUTHORITATIVE RULES PICTURES
it The makei-s of Wheaties— "Breakfast of
C:lianipioiis"— arc following up the athletic
aii'ijlc of their cereal promotion with a scries
of sports films that is perfectly in place. De-
signed around the solid core of athletic in-
terest, the films reinforce the "champion"
angle bv placing special emphasis on rulcs-
ot-ihc-games— the knowledge and observance
of which make for real championship play.
Co-sponsored b\ Wilson Sporting Goods
Company, and produced by the Official Sports
Film Service by authority of the National
Federation of State High Schcx>l .-Athletic .As-
sociations, the films graphically demonstrate
the pla\ing situations in football and basket-
ball to which the rules apply. .\11 rulings
and interpretations are official, and are select-
ed for illustration after "case-book" confer-
ences indicated their importance in the coach-
ing and training of young athletes. H. \'. Por-
ter, secretary of the Federation, and .A. A.
Schabinger, director of Official Sports Film
Service and a former coach, super\ise the
demonstrations and interpretations, assisted
by many State .Association officers, sports ex-
perts and athletic administrators.
Three Major Sports in Film Program
The first of tliese films on sports rules
were Basketball-V jj-To-Date, and Football-
L'p-To-Date made in 1946. The later picture
is now obsolete and dropped from circidation.
In 1947 Baskelball-By-The-Code and Football-
By-The-Code were released, and last year
Basketball Today and Football Today were
produced. The seventh. King Football, has
just been released, and an eighth, Baseball
Toda\, is in production.
Teams from Proviso, Dundee and Niles
Center high schools in the Chicago area and
from the Pekin, Illinois high school were cast
in some of the films. Others were dra\vn from
the Mesa and Tempe high schools in .Arizona,
St. Petersbiug, Florida High School, and from
El Paso, Texas, Bowie and El Paso high
"King Football" (a film scene) reigns on play-
ing fields all across these United States.
schools. .Also shown in some sequences arc
players from DePaul, Northwestern, and St.
Louis Universities, and Olympic players from
These football technicians gathered at El
Paso, Texas, to help provide expert advice on
rules interpretation for the co-sponsored film
"King Football". Athletic association and
sports film officials and high school coaches
were present to lend counsel at the filming
of this recent 16mm sound motion picture.
the Universit) of Kentucky and Phillips 66
.A.AU teams.
The newest football film was shot at the
famous Sun Bowl in El Paso, Texas, while
others were made in Tempe, .Arizona. St.
Petersburg, Fla., and Dundee, Illinois. The
cage films were made in Chicago area school
gymnasiums and Pekin, Illinois. Most of the
series has been produced by .Atlas Education
Films of Oak Park, Illinois, in black-and-white
soimd, running time about 28 minutes each.
The topicalitv of the films, when affected by
rides changes, is maintained by Official Sports
Film Ser\ ice, who bring the films into harmonv
with any current rule additions, deletions, or
new interpretations.
Distribiuion of these films is handled bv
Official Sports Film Service through State High
Typical i.nterpretative sce.ne demonstrating
ball handling in the film "King Football."
School .Association offices, and, for non-schol-
astic showings, by Association Films. The
latter distributor makes a leasing and service
charge of $4 per print; leasing and servicing
for the scholastic showings are arranged
through the State High School .Athletic As-
sociation office in the State where the films
are exhibited.
Over Seven Million Vikvvers This Year
Estimated attendance for these films, for the
year ending June 1, 1949: 7,250,000 viewing
all prints, an increase of more than 2 million
viewers o\er the past year. .An audience of
about 414 million saw the 318 prints distril)-
lUed in 1947. Projected statistics for tfie year
1948 indicate each print was shown 45 times,
with an average attendance of 196. Showings
were held in 48 states, Canada, Holland and
Hawaii. .About 60% of the showings were to
school assemblies, 1 1 ':{ to officials' and coaches'
meetings, 6'; to health and phvsical education
classes, 9% to team members, 9% to other
organizational groups and the balance to spe-
i ial audiences. The 27,000 high schools and
approximateh 1300 colleges in tlie U.S. pro-
vide a distribution potential for these films
that is unusual; students, teachers, coaches,
players, referees and sports administrators
have applauded their quality and effectiveness.
"I think you ha\e made a fine contribution
to the administration of high school basket-
ball and football through the preparation of
these films . . . most commendable," said
Charles E. Forsythe, State Director, ^^ichigan
State High School .Athletic .Association.
Helping .Athletics Helps De.mocr.\cy
.Apart from the specific guidance of young
athletes and the helpfulness to the sports spec-
tator, the series has a wider value utility:
Through the accent on playing the game by
the rules, and by making the interpretations
of these rules completely understandable, the
essentially democratic nature of sports and
sportsmanship has been emphasized. In thus
furthering the .American way. General Mills
and Wilson have shown that thev have a finelv
considered policy in their attitudes toward
broader social interests. Educational, enter-
taining, significant ... a mark for any film
maker to shoot at. \Vilson and General Mills
have hit that enviable mark in this program. •
Will This Play Be Allowed? The film
shows the "how" and "why" of this play.
W' ""^ #- >iSr^ ^^v*^'
NUMBER 6
VOLUME 10
29
'flii.\ Sim,
j:,r,r,lrir(l oxjisiiiii
Comcdinn Benny Baker learns abnul lathing.
It's "White Ma^ic ' tor Home Builders
THE GYPSUM ASSOCIATION PROVIDES THREE USEFUL COLOR FILMS
•k 11 vou ask most Americans what IniiUliiii;
material finishes the walls ol their homes with
beautilul smooth-flowing surfaces, they will
usually answer, "Plaster, of course." But ask
these same persons what gypsum is and they
will probably look at you blankly and say,
"Gypsum, I think I've heard of it before, but
. . , what is it?"
This is the situation wliith faced the Gyp-
sum Association a year ago. after a survey re-
vealed that though millions of Americans were
surroiuidtd by tons of this "white magic"
mineral day and night, only about one percent
of the general pulilic knew that gypsum is a
rock processed into many industrial uses.
Three Pictures in the Program
The need for public education was obvious
and it was decided that motion pictures could
best present the gypsimt story. Jerry Fairbanks
was assigned the production and the result is
a trilogy.
The first film. White Magic, is a general
story of gypsum from mines through process-
ing and its use in industry. Special emphasis
is placed on the fireproof nature of gypsum.
The other two films, product pictures relating
uses and application, are Gypsum Lath and
Plaster and Sheathing and Wallboard.
White Magic is narrated by jaiuily the
Flame, an animated character originated by
the Gypsum Association to dramatize the fact
that gypsinn is fireproof. The ofiserver is
Jaunty, the Flame in "]Vhite Magic."
station used the films effectively in conjinic-
tion with a Better Homes Week promotion.
During the first eight months, the Gypsum
Association and its member companies report
o\'er 2.000 showings to a total audience of over
123,000. This winter the Gypsum Association
will be aiming at the prospective home buyer
and arrangements have Ijeen made to show the
lilms to many interested groups with a speaker
Irom the association on tire same program.
quickly carried to mines and quarries where
explosives shatter as much as a quarter million
tons of the mineral at one time. Transported
by truck and conveyors, the raw gypsum ar-
rives at crushers and finally processing plains
about the nation where it is further broken
and pulverized before entering the calcining
stage of development. Pictures show how the
rock actually boils, an interesting phenomenon
of science. Production of board products are
glimpsed and the observer is shown many uses
of processed gypsum.
Benny Baker, the Hollywood comedian, is
featured in Gypsum Lath and Plaster as the
Handy Andy wlio disco\ers to his regret that
lathing and plastering aren't as easy as tliey
look. Following each of Benny's mistakes,
tradesmen of long experience sliow proper
techniques.
Learn About Modern Home Building
Gypsinn Sheathing and Wallboard stars Ray
Teale, Hollywood newcomer, wlio has ap-
peared in such pictures as Joan of Arc and
Best Years, of Our Lives. The inside story of
house construction is told in this film, provid-
ing instruction in application and uses of
gypsum sheathing and wall board.
Each film is in Kodachrome color and sound
and each is fifteen minutes in length. Para-
mount Pictures has made a short from White
Magic and incorporated it in one of the Popu-
lar Science shorts, currently playing in thea-
tres throughout the nation. It is estimated
that before this Popular Science film is retired,
it will have played to nearly 40 million people.
Initial Distribution to Builders
Each memljer of the Gypsum Association
paid a proportionate sum for tire production
of the pictures. The films were previewed a
year ago at the annual meeting of the Asso-
ciation. The Promotional Committee then
decided that during the first year the films
would play mainly to audiences in the build
ing industry. The films have also appeared on
television with as many as six showings in
some cities and as of last spring all films had
lieen presented at least once by almost every
T\' station in the country. .\ Washington TV
Technicolor Film on Stainless Steel
Features Stellar Cast and Story
Sponsor: United States Steel Corporation.
Film: An Orchid for Mr. Jordan. Producer:
Roland Reed Productions.
* An Orchid for Mr. Jordan is a 25-minute
film in technicolor that illustrates the great
contribution of stainless steel to our way o£
living. Roland Reed Productions, who also
produced the documentary Steel-Man's Sen-
ant for Steel, chose Frank Strayer for director.
The cast is made up of Holh wood actors and
actresses headed by Otto Kruger, Helen Spring,
Kirby Grant, Helen Parrish and Dian Faun-
telle. They fit their roles very well.
An Orchid for Practicality
The story is about Mr. Jordan, a design engi-
neer who is presented a stainless steel orchid
by his friend Jerry Blair, in appreciation for
his assistance in planning the new Blair home.
The plot unfolds in an amusing way, the
orchid being a token of Jordan's insistence on
using stainless steel wherever practical, in ihe
building of the home. In the beginning Blair
had been unconvinced but Jordan's enthusi-
asm and detailed explanations finally won
him over and he sees the wisdom of the
engineer's advice.
Film Reviews Technical Progress
Jordan in a good humored way again illus-
trates liJs reasons for considering stainless steel
a good investment and the film then goes on
to show scenes from the industry itself briefly
explaining the blanking, drawing, spinning,
polishing, welding, machining, drop hammer-
ing and stamping operations. The engineer
emphasizes that stainless steel has a finish that
is attractive and beautiful as well as being
easy to clean and ha\ing resistance to heat
anci corrosion.
The film is available in 16mm or 35mm
versions tor national distribution.
.1 scene Irom "An Ok hid f<n Mr. Jordan."
30
BUSINESS SCREEN MAGAZINE
FOR THE CHURCH SCREENS PETROLEUM INDUSTRY STORY
Sponsor: Noithcni Baptist Convention, an
atti\it\ of the Dcpanmcnt of \isual Aids
of the C^otiiuil on Finance and Promotion.
Title: Out of the Dust. 44 minutes, black and
white, produced by Caravel Films.
i( Out of the Dust is an important new film
illiiiiiatiiii; 'lie \aUie of Protestant missionary
work in Latin .\mcrica. It is important both
for its own merit as a film and as another
indication of the rapidly growing rise of top
iliialitv church sponsored motion pictures.
1 he new Baptist film tells of a Bible col-
porteur visiting the \ illage of Pablo, an illiter-
ate bov in rural Mexico. While reading the
Bil)le to a group gathered about him, the
colporteur is attacked and killed by religious
fanatics. Pablo, \\ho had been much moved
bv the colporteur's words, follows as his body
is taken to a nearby mission station. There he
begins a new life, goes to school and later
goes on to become a doctor and returns to his
village as a medical missionary.
Aimed to Re.\ch the Lndividual
Out of the Dust was made for the man in
the pew, not for the minister. Too many
cliurch films are able to identify the protago-
nist of their story with a clergyman, but
leave the layman feeling "Where do I come
in?" This picture, in its opening scene, de-
scribes a con\ersation between a missionarv
and a business man at a Cuban airport which
immediately sets the connection so that the
la\ church goer will feel part of the stor\.
In accordance with common Protestant film
practice. Out of the Dust is, to all intents, non-
denominational and it will be widely used
in churches of all faiths.
Film Procr-\.m Is Well-Developed
Baptist films are largely intended to raise
money for missionary work. Other correlated
activities are speaking tours by missionaries,
literature, booklets, etc. There are 125 titles
at present in the Northern Baptist Conven-
tion's film libran.
Recent surve\s show that 90% of the
churches have easy access to projectors. Pe-
culiarly, the main areas ^vhere there is diffi-
culty in obtaining projection facilities are in
large cities. Results obtained from films have
been so good that more are planned in the
near future.
Now Pi BLICIZED TO .\lL ChlRCHES
Baptist films are publicized tlirough cata-
logs which the Department of Visual Aids
publishes and distributes to all churches,
through combination flyers and posters, and
through stories and announcements in the
Crusader, Baptist pictorial magazine with
350,000 circulation.
An average of thirty prims of each subject
is maintained in the film librarv, and these
prints are divided among three depositories
in New York. Chicago and Oakland, Cali-
fornia. Bookings are made in advance b\ the
individual churches. A rental fee of SIO is
charged to aid in partially supporting the
visual aids program.
Sponsor: Oil Industry Inforination Committee
of the .\mcrican Petroleum Institute.
Title: The Lust Ten Feet, produced by Warner
News, supervised by Film Counselors.
■k The theme of this film is built around the
last ten feet of hose through which gasoline
travels from a service station pump into the
tanks of waiting automobiles, and how this
abundant supply of gasoline reaches the 250,-
000 service stations which dot the landscape
from coast to coast.
The production of The Last Ten Feet was
primarily an editing job of footage obtained
largelv from member companies of the Insti-
tute and from other sources as well.
It is intended for both the general public
and members of the oil industry. Prints may
be borrowed from district offices of the Oil
lndustr\ Information Connnittec in Boston,
New York, Cincinnati, Chicago, Tulsa, Minne-
apolis, Denver, .\tlanta, Philadelphia and New
Orleans. Many individual oil companies have
added prints of The Last Ten Feet to their
own film libraries.
BEFORE YOUR PHONE RINGS
Sponsor: .American Telephone and Telegraph
Company, an activity of the Public Rela-
tions Department.
Title: Before Your Telephone Rings, 17 min-
utes, black and white, produced by the
Pathescope Company.
•k The size and scope of the operations which
lie behind the mere installation of a new-
telephone is told in this new Bell .System
film. It outlines the manner in which tele-
phone men and women go about the job of
handling a request for a new telephone from
business office contact to installation.
As in most A. T. & T. pictures, a point is
made to not only document the jobs per-
formed realistically, but to humanize the
people performing tliem, show them not only
in their relations to the company, but to each
other, to their families and the community.
Distribltion: Before Your Telephone Rings
will go the rounds of the company employee
audience circuit, which covers practically all
telephone people, and will also be offered to
schools, clubs and theatres through regular
Bell System channels.
. . . a lot happens "Before Your Telephone
Rings"— A new Bell System picture.
Community action gets a music program.
MOVING AHEAD WITH MUSIC
Sponsor: American Music Conference. Title:
Moving Ahead With Music. Producer:
Dallas Jones Productions.
■k Moving Ahead with A[usic is designed to
encourage local citizens to organize for. the
inclusion of an adequate musical curriculum
in their city's schools. The American .Music
Conference seeks also to encourage cities to
organize more musical organizations and pro-
grams aside from the school music groups. In
this beautiful color filmstrip they effectively
state their case.
The beginning scenes illustrate the many
ways music enters iirto the everyday life of
each of us; at football games, church, weddings
and in other activities. Statistics are then pre-
sented showing that only one in eight persons
can plav a musical instrument, but six in ten
persons wish they had learned to pla\ at least
one. Over 95% want their children to have
an opportunity to learn and 85% think they
should be taught music, beginning in the
elementary grades.
\\'ith these figures for a background, the
film analyzes the type of training now available
in public schools, and reports that only 8%
of the nation's schools have adequate programs
in the studv in music. Scenes which were
filmed in the Oak Park, Illinois public schools,
illustrate how an excellent musical study pro-
gram operates. The film then discusses what
can be done to assure more musical instruction.
Scenes show how town committees interested
in good musical instruction can be formed.
The materials available for them are illus-
trated and a suggested course of action is pic-
tured for the audience.
An interesting sidelight on this filmstrip is
that the customary bong, indicating change to
the next frame, has been eliminated and the
note of a celesta used in its place to give a
more pleasing effect. Porter Heaps, the well
known organist, composed and directed the
musical score. The film is available for free
loan to Parent-Teacher groups, musical and
education groups, churches and other local
organizations.
.Next Month: The Index of Sponsored Films
will provide a bibliography of all pictures re-
viewed in BiMNE,ss Screen to date this vear.
NUMBER 6
VOLUME 10 • 1949
31
Experienced film makers interpret sales situations for this new visual series
We Need Better Salesmanship
A NEW EIGHT-PART FILM PROGRAM AIMS TO HELP MANAGEMENT
THE American Salesman holds the key
to our business prosperity. \Vhen he
falls down on the job, results such as the
recent recession are quickly apparent. Man-
agement's realization of this responsibility
must be evidenced in new training programs
and the rc-vitalization of our sales force.
Visual Training Has an Important Role
One West Coast film producer, Rockett
Pictures, has come up with a solid ans^ver to
this training need. ,\ new and highly effec-
tive eight-part sound slidefilm packaged pro-
gram has been produced for oiuright sale to
business. It meets a real challenge in a well-
thought out visualized series.
As Rockett describes it: ".\s the change in
the business situation became evident, we
decided that management would soon find
it necessary to look to the selling profession
for greater effort and effectiveness.
Selling F.\ces the Buyer's Market
"The return of competitive selling and a
buyer's market was bound to place a heavy
responsibility upon sales management and
salesmen at a time when all the people in
the selling field were least able to swing into
action.
"This lack of ability to respond was under-
standable because the whole profession had
been out of practice for close to ten years.
To our way of thinking there was a glaring
need for a powerfid, tliought-prov oking, ac-
tion-stimulating tool to be offered to manage-
ment for their immediate use.
"W^e, therefore, immediately began to put
the background of our entire personnel and
our manv years of experience in creating and
producing sales training programs to work
in developing the Aggressive Selling Series
program."
The result of their efforts is a series of soiuid
.\ COLORFUL BROCHURE sets tile tlicmc for the
new Aggressive Selling Series.
slidelilms which are designed to re-orient the ,
salesman to the use of good selling principles '
and put him into the competitive field with I
a better understanding of the great role
salesmanship must play in the next phase
of our economic development. It will help
rid salesmen of the inward frustrations they
now feel when confronted with objections and
resistances they haven't heard for years-or
never have heard, if they are yoiuiger men.
This series is designed to overcome the lack
of confidence many salesmen have in their own
ability— the stability of their company and
product or service— in the benefits their prod-
uct or service can represent to the prospect.
The program is by no means elementary—
rather it is an advanced analysis and presen-
tation of the good fundamental principles
and tactics of selling. Each film is complete
in itself so that after the entire series is
\iewed the salesman will have a feeling of
completeness.
Meeting Aids Are Also Provided
This program is made more complete tor
management by the inclusion of constructive
suggestions for the use of the films in training
meetings. These include a suggested talk
which the person conducting the meeting can
read or put into his own words and a sug-
gested follow-up letter accompanies each film.
This letter can be copied on the stationery
of the company giving the training course.
This gives management another opportunity
to let the salesmen know that they expect a
better sales experience from them.
The series opens with an introductory
film titled The Sleeping Giant, which was
originally designed to present the problem of
the need for sound, speedy sales training to
management. This story was so plainly and
directly presented and so many people of
management asked if they could show it to
their men, that Rockett Pictures is now in-
cluding it as a "dividend" to the series. It
actually does act as a fine mind-conditioner
for the men who view it and moves them
very easily into the remainder of the series.
The series itself is comprised of seven other
fifteen-minute sound slidefilm programs.
Fits Many Lines of Business
The treatment of the subjects is sufficiently
general so the series can be used by any type
of business. This is borne out by the fact that
it is now being effectively shown to widely
varying industries — automobiles, appliances,
food, drugs, clothing, pumps, furnaces, hot
water heaters, bathing suits, and others. This
places it high in the category of good syndi-
cated films. Firms now using the series find
that men viewing one of the subjects in a
meeting in the evening go out the next morn-
ing and get business they would otherwise lose.
This series provides opportunity for audio-
visual dealers to be of service to business and
industry in their territories. It is an excellent
door-opener and can be the means of equip-
ping local business and industrial firms with
the sound slidefilm projectors they can use
so effectively in the pursuit of other activities.
32
BUSINESS SCREEN MAGAZINE
EIGHT NEW SOUND SLIDEFILM PROGRAMS HELP REVITALIZE SALES TRAINING
Program 1 : Introducing ''American Salesmanship"
^^
Program 2; "By-Passing Sales Resistance^
f v\^l I I
•STALtS^ EXCUSES I
ALIBIS PUTOfFS
Introductory film subtly shows the role
sdlesmen must play in future of business —
It creates a strong desire on the part of
the salesman to participate actively —
This film analyzes how and why prospects
build a wall of sales resistance . . .
. . . and shows methods of by-passing
buyers' objections so as to get to closing.
Program 3: ''The Attitude That Gets Business*"
Program 4: "What Do You Sell"
Film shows how often a sale is made or
lost mentally before the salesman even
makes a call.
It also shows salesmen how sales are lost
because of lost perspective when the men
"buy" customer resistance . . .
Film shows how to develop selling tech-
niques to answer the prospect's question
"what will it do for me?"
. . . shcwi ;□ £;man how to apply the sell-
ing of values, benefits, and advantages
to his own product or service.
Program 5: ''Are Prospects Really Different?'
Program 6: "Pride in Price"
Shows how to sell the "Itnow-it-all". "hard-
boiled", "too busy ", "silent", "soft-soaper"
and "timid" types of prospects . . .
. . . and this film also shows how to sell
by getting past superficial attitudes which
the customer wears like a mask . . .
The sixth program demonstrates how to
minimize price objections — how to over-
come fear of quoting price . . .
. . . and It shows how more selling dispels
price resistance when applied by a capa-
ble, well-trained salesman.
Program 7: "Human Relations in Selling"
€■
^ y
^
^r
■ 1
■
Shows how "today's" attitude, actions,
promises and over-famlliarlty of salesman
develop or destroy sales possibilities . . .
. . . this film gives the salesman a fresh
viewpoint on the value of good human re-
lations in selling.
Program 8: "Close Isn't Closed'
... it points out that In selling — coming
close is not enough — closing the sale is all
that counts.
The film shows how closing starts from the
beginning of the interview — how to ask
for the order and stick until it's signed.
NUMBER 6 • VOLUME (0
9 4 9
33
Sports Pictures in Great Demand
NEW NASH FILMS ON HUNTING AND FISHING RATE HIGH;
FIRESIDE CIRCUIT DURING WINTER HAS VAST AUDIENCE
A
BOUT 28 MILLION PEOI'LE this
\cai stepped up to a county clerk's
tiesk and got a hunting or fishing li-
cense. I'robabl)' a lew million other people
hunted or fished without a license, including
most salt water fishermen, women, jiniiors and
oldsters in some states. Last year, outdoor
sportsmen are estimated to have spent over
four billion dollars on services and etpiipment
related to their sport. Fishing tackle sales
alone account for a quarter of the nation's
entire sports budget.
Business firms supplying the outdoor sports
field have long recognized the value of films
in promoting sales of their goods. Practically
all big-time makers of tackle, guns, outboards
and similar items have films available for free
loan to outdoor groups. Most state conserva-
tion, publicity or commerce departments have
pictures extolling their states as vacation cen-
ters for outdoorsmen. But only two or three
dozen companies in non-related fields, mostly
railroads, automobile manufacturers and in-
surance companies, have sponsored films on
various sports subjects.
Goon Many Films Are Fairly Old
Outdoor sports, as a peg for consumer at-
tention, have been relatively undeveloped film-
wise. For example, a good proportion of the
films listed in various catalogs are silent and
many of them are 15 to 20 years old.
What can be done for sales promotion in
the sports field is indicated by the success of
the few excellent sponsored subjects which
have been available for several years, the fine
new series of films produced non-commercial-
ly by Hawley-Lord, Inc. and the popularity
being achieved by new sponsored pictures just
released in the past few months.
General Motors, Aetna Life and the Ameri-
can Can Company have had great success with
outdoors and wildlife films. GM's Let's Go
Fishing and Let's Go Fishing Again have been
among the most popular subjects in the large
GM film library, and are still going strong
today. Aetna has a series of three films on
hunting, fishing and boating, all tied up with
safety, which have achieved large attendance
totals. American Can Company's famous
Alaska's Siher Millions is considered a classic
on the life cycle of the salmon, and has been
viewed by many millions over the past ten
or fifteen years. These successful films, all
appealing to outdoors-minded audiences, have
a definite, though indirect promotional slant
— GM is selling motoring: Aetna, safety: and
American Can, containers for canned fish. All
of these movies have been so popular that it
is strange that they are unusual in having been
about the only really good ones of their kind
until this year.
Hawley-Lord, Inc., in the past three years,
has produced over thirty sports subjects for
non-commercial and television release. These
are considered to be about the finest motion
pictures on hunting, fishing and wildlife avail-
able anywhere. Hawley-Lord films are sold by
the producer, direct, or may be rented or pur-
chased from most audio-visual dealers. Busi-
ness firms, such as Socony-Vacuum, Ashaway
Line & Twine, Atlantic Refining, Remington
Arms, etc. have purchased various prints for
use in exhibits, conventions, or loan to public
groups. Hawley-Lord restrict these showings
as a protection to their dealers by permitting:
no changes in the film except a "through
courtesy of . . . " trailer which may be added,
no listing in film catalogs by industrial print
purchasers, and no advertising or publicity
offering Hawley-Lord films for free loan. De-
spite these restrictions, more and more business
firms are finding Hawley-Lord subjects ex-
cellent attention getters in exhibits and con-
ventions, and good for providing audience
interest at public showings of commercial
films. Many factory and office lunch hour
groups use them regularly.
Nash "Alaska" Film Sets New Standard
By far the best commercial film with a
sports angle in recent times is the new Nash
picture Fishing In Alaska. Nash has a natural
appeal to sportsmen with its built-in con-
vertible double or single bed, available as op-
tional equipment on all sedans.
Fishing in Alaska, the first of a series of
Nash sports films, is the story of a man's va-
cation on a fishing trip in the Aleutian chain
of Alaska. The central character, stepping
off the airliner at Anchorage, finds his host
with a brand new wife and intentions of tak-
ing her on their long-planned fishing ex-
pedition. Our protagonist, who speaks off-
screen for himself as narrator throughout
the film, is not too pleased at the thought
of a woman being along to spoil his vacation.
But, as the story unreels, he has cause to
eat his words, for Marian is not only an
A-1 fisherman, but a lop-notch camp cook and
a good sport as well.
Here's Fishing at Its Best
On this simple and entirely believable
little story, the Nash film has hung a beautiful
record of Alaska fishing. Traveling from
Anchorage to the .Aleutians in a little am-
phibious Widgeon, the sportsmen see huge
glaciers, sparkling lakes, barren tundra, and
meandering moose. And at the river chosen
for a first stop, Hashy big wet flies and small
spinners produce all kinds of action, includ-
ing an 8'/2 pound rainbow.
The top sequence, though, is the fabulous
story of the salmon. This version includes
some remarkable shots of leaping fish, bears
scooping out fish packed in so tight you
ccjuld almost walk on their backs, and mar-
tens and fishers eating the ones actually
crowded out of the water. The final realiza-
tion of the great migration, the spawning in
the far up-reachcs of the river, provides an
emotional climax to the arduous travail of
the salmon. A concluding shot of this story
pictures one fish, far up the river, alone,
dying, unmated. leaving her spawn in the
(continued on pace fifty -two)
34
BUSINESS SCREEN MAGAZINE
TEXTURE Makes The Scene Look
MOVIES HAVE CONVICTION when your 16mm .^
films are projected with the
You SEE the soft, smooth skin of a child, the
hard, weather-beaten structure of a sidewalk
appear on the screen with dramatic realism and
improved contrast when the scene is projected
with the RCA "400".
That's because your black-and-white or full-
color films are shown in their full range of
tones from delicate highlights to deep shadows
— with texture that's unmistakably true as life.
It's another proof of the superior quality of
RCA "400"' projection.
And, in addition, the RCA "400" gives you
^iSUAL PRODUCTS
RADIO CORPORATION of AMERICA
CMGIMEERiMG PRODUCTS DERARTMEMT.CMMDBM.M.J.
In Canada: RCA VICTOR Company Limited, Montr«a|
the benefits of easy threading . . . greater sim-
plicity of operation . . . maximum protection
to your valuable films . . . reliable performance.
See your l6mm sound or silent films at their
brilliant best. Hear voices, music or sound
effects reproduced with life-like fidelit>'. Cam-
pare and buy the RCA "400".
• • •
RCA "400" JUNIOR. The only single-cate slondard 16mm
sound projector of fully profetsionol quolily.
RCA "400" SENIOR. Provides lheflh'e-<quolity reprodudien of
16mm sound and pictures for larger oudiences, oudiloriums or
larger rooms.
MAIL COUPON FOR MORE DETAILED INFORMATION
VISUAL PRODUCTS ' Dept. 171)
Radio Corporation of America, Camden, N. J.
Please send me complete information on the RCA
"400" Sound Projeaor.
Name
Business
Street
City^
_ State-
NUMBER 6
VOLUME 10 • 1949
35
THE S I C N I F I C A N T *A I D I O - V I S U A 1. BOOK OF THE YEAR
Ixperiments on Mass Communication"
Revie^vcd by Kenneth B. Haas, Ed.D.
Chairmni} . Dejil. of Marketing, Loyola University, Chicago
Noted conductor Skrci Koissi \ itsk> {rigln abure) talks loitli producer
Lnunenie Madison (MPO Productions) during Boston Symphony Or-
clu'slra rehearsal in filming of "The Tanglewood Story". (See Page 22)
THE NEW FILMS
Foot Care Institute Sponsors Film
♦ A new film produced by Paul
Falkenberg for the American
Foot Care iNSTrruTE is called
"The Walking Machine," and is
available without charge to
schools, civic and industrial groups
by applying to the American Foot
Care Institute, 1775 Broadway,
New York 19, NA'. Running time
is 14 niiniues.
Intelligent selection of shoes is
stressed and the basic rules of foot
hygiene illustrated. Simple foot
exercises are also suggested.
"The Story of a House" Film
Now Showing Widely in Canada
♦ Homebuilders are homebuild-
ers, no matter what their geo-
graphical location— as Sarra, Inc.
has learned. They report that
interest in The Story of A House,
their film which traces the build-
ing of a modern comfortable home
from the time the lot is selected
through the actual construction,
decorating and furnishing, has
spread to Canada, where it is be-
ing shown widely.
At this time all the Robert
Simpson Co., Ltd. stores that have
home furnishing departments
have booked the i5-niiniue sound
film for showing to their customer
audiences. Advance bookings as
far ahead as February of 1950 have
been made by the Simpson stores
in Toronto, Regina, Saskatchewan
and Halifax, Nova Scotia.
Filmstrlp on "Insurance Education"
Produced by University of Illinois
♦ Insurance Education is the sub-
ject matter of a 35-frame filmstrip
prepared by the University of Illi-
nois and being readied for distri-
bution to high schools by the
Illinois Association of Life Under-
writers.
This filmstrip is the first of a
series of three planned by the
Insinance faculty of the Univer-
sity's College of Commerce. Future
strips will deal with Hozo Life In-
surance Works ar\A Planning Your
Life Insurance.
Jam Handy Produces Dog Film
for Ralston-Purina Company
♦ The Jam Handy Organization
has recently completed Partners
for Ralston-Purina Company'.
The film is a companion picture
to the Ralston film Home of
Champions, and is the story of
dogs and their service to man.
Scenes picture shepherd dogs, "see-
ing eye" dogs for the blind, watch
dogs, hunters, and dogs that are
playmates for children. This 19
minute film is available on free
loan from Mr. G. M. Philpott, The
Ralston-Purina Company, St. Lou-
is, Missomi.
Peruvian Bonito in Rockett Film
♦ RocKi I r Films oI flolivwood
and San F'rancisco ha\e just com-
pleted a sound and color film Land
of the Southern Star, for the Wil-
bur-Ellis Co., distributors of Peru-
\ian bonito.
The film is about Peru, giving
;i short history of the country from
Inca times to the present with the
emphasis on the fishing industry.
lioniU) are shown being caught
and then canned. Closing scenes
give suggestions on how bonito
may be prepared and served.
Dealer groups and distributors
in eastern markets will view the
film first.
(MORE FILM NEWS ON PAGE 40)
■* This book is the most significani
leport on the use of film lor in-
doctrination and insliuclicm in
wartime that has so lar appeared.
We refer to volume 3, of the
-l-volinue series "Studies In Social
Psychology in World War II." The
jjrimary purpose of Experiments
On Mass Education was (1) to
evaluate various Army films and
piograms to make the soldier
aware of the ideological issues
behind the war, (2) to study the
methods that were being used in
the mass communication of purely
technical instruction. Studies of
both these types of communica-
tion—the indoctrinational and the
instructional— are included in this
\olume.
Favorable Test Conditions
Those who conducted these
studies were unusually fortunate
in being able to apply controlled
experimental techniques, involv-
ing vast ntmibers of men. realistic
conditions which duplicated the
intended use of the media, and an
absence of knowledge on the part
of the men that a testing program
was in progress.
This is not a book to be read
by the wayside, nor at chance
times. It is a book to be studied,
not merely "read." Moreover, this
book is a must for alert business
trainers, training supervisors and
directors, personnel managers,
business executives, film pro-
ducers and directors, and profes-
sional educators.
This book should be of great
\alue to ihose interested in estab-
lishing a scientific understanding
of research and training proce-
dures; opinion or attiiude change;
instruction and indoctrination
techniques; the application of psy-
chological principles to films and
other mediums of mass communi-
♦ Experiments On Mass Com-
munication by Howland, Carl I.,
Linusdaine. .Arthiu- A., and Shef-
field, Fred D.; Princeton, N. J.
The Princeton University Press,
1949. 340 pages, preface, index.
Price: $5.00. Now available di-
rectly from the Business Screen
Bookshelf, 812 N. Dearborn St.,
Chicago 10. Sent postpaid if check
accompanies yoiu" order.
cation. Emphasis in this book is
on films.
Suggestions for Research
♦ The research methods used in
these studies and the presentation
of data furnish the "practical"
trainer and educator research de-
signs and procedures that will
help him to determine for himself
whether motion pictures and simi-
lar media really do succeed in
attaining the objectives set for
them. Herein are the research
designs and procedures that will
]3rovide those data that satisfy top
management, justify present and
fiuure bndgels and indicate me-
diums lor greater effectiveness in
training.
The business and industrial
trainer will be interested in the
criteria of film effectiveness used
in these studies. Here they are:
"did tliey succeed (a) in impart-
ing information, (b) in changing
opinioTis in the direction of the
interpretations presented, (c) in
increasing men's motivation to
sewe"? How to collect and inter-
pret those data to guide future
training and to justify expendi-
tmes, is illustrated in great detail
in both words and visuals.
Effect of Orientation Films
Factual Material: These studies
found that the orientation films
presented had marked effects on
the men's knowledge of factual
material. The fact that the upper
limits of effects was so large— as for
example in the cases where the
correct answer was learned and
remembered a week later by the
majority of the men — indicates
that highly effecti\e factual ma-
terial preseniations are possible
with orientation films. Here are
strong suggestions for greater use
(continued on page thirty-eight)
36
BUSINESS SCREEN MAGAZINE
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NUMBER 6
VOLUME 10 • 1949
37
REPORT ON AUDIO-VISUAL RESEARCH IN WORLD WAR II
"Experiments on Mass Communication"
(continued from pace 36)
of oiiciitalion films in business
and industry.
Opinion Changes: Tlie orienia-
lioii films had iiiaikcd effects on
opinion changes when the subject
matter was specific. Opinion
changes, however, were less fre-
cjuent, and in general, less marked
than changes in factual knowl-
edge.
The orientation films had very
few effects on opinion items of a
general nature that had been pre-
pared independently, but which
were considered the criteria for
determining the effectiveness of
the films in achieving their orien-
tation objectives.
Motivation Effect: The. orienta-
tion films had no effects on items
]3reparecl for the purpose "of meas-
uring effects on the men's tnotiva-
tion to serve as soldiers, which was
considered the ultimate objective
of the orientation program.
Why did the orientation films
have little or no effect upon gen-
eral opinions and motivations? \
number of hypotheses (sugges-
tions) are advanced for this situa-
tion which should interest pro-
fessional educators, trainers and
film directois-producers. It may
be, for example, that a single 50
minute screening is too small an
influence to produce noticeable
changes in deep-seated convictions.
(How many of us have heard
opposite claims when we were
studying and presenting employee
orientation films?)
The studies in this book did
not consider the cumulative effects
of a series of orientation films, but
there is a suggestive suspicion
that a sizable, measurable, positive
effect could have been attained
with a series of films. This claim
for cumulative effect is frequently
made by film salesmen and pro-
fessional trainers. Evidently they
"have something there," although
further research is needed on the
topics of general opinion and
motivation effects accruing from
orientation films.
In some cases the failure to
influence general, opinions and
motivation, says this report, "may
have been due to the diffusion of
coverage rather than the concen-
tration upon a few well chosen
targets." 'Ihis comment is not new
lo most professional trainers and
educators, but it is refreshing to
have verification for the belief that
"we should aim at one point at a
time, hit it hard, and don't aim at
more than a few main points."
Opinion (.Attitude) Training
♦ In these days of labor unrest
and managerial groping for sound
techniques to deal with opinions
(attitude, indoctrination) factors,
the following findings should
prove to be of value. These find-
ings fall under three main head-
ings: (I) learning opinions in
relation to intellectual ability; (2)
learning opinions in relation to
initial opinions; (3) learning
opinions in relation to the amount
of time elapsing after exposure to
the film message. As treated in
this book an opinion, (or attitude
as we usually name it in business)
is "an interpretation of available
facts."
Relation to Intellectual Ability:
The initial opinions held, accord-
ing to this study, were generally
related to the men's educational
level. The education level of the
men was also a useful index of
their intellectual ability. For the
business trainer, this is interesting
—film contact should be based on
the amount of schooling a man
\^-jd
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In ten minutes, this unusually interesting film with superb
photography, animation and multiple split-screen effects,
shows how MOBILE TELEPHONE SERVICE works; how
it greatly expands the scope of voice communication.
Throughout the country, mobile telephone stations, links in
a nationwide network, are providing telephone service on
highways, on waterways, at railway terminals — and adding
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Made for the BELL SYSTEM by
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has had. And— his intelligence can
generally be discovered by asking
him how many school grades he
has passed.
LInlike the relation of intellec-
tual ability to learning of factual
information, the relation to opin-
ion change is quite complex, in-
volving, as it does: learning ability,
critical ability and ability to draw
inferences. For example, an in-
telligent man would learn more
rapidly, but because of greater
critical ability he would be less
likely to accept an interpretation
which is unsound. Moreover, their
critical ability, by enabling them
to recognize their own prejudices,
makes them less likely to resist
accepting a sound interpretation.
In view of these factors an overall
"average" relationship between
intellectual ability and opinion
changes was found to be practi-
cally meaningless, because it ob-
scures the separate relations.
Understanding the relation to
intellectual ability was found to
be important because of the like-
lihood that very different kinds of
film content would be most effec-
tive depending on whether the
audience members were of high,
low, or of mixed intellectual
ability.
Relation to Initial Opinions
Held: What opinions are held by
employees before exposure to a
film message is important because
it will determine the nature of
the subject matter content. In
addition these studies indicate that
whether a man was initially for
or against the stand taken in a
film message, his opinion tended
to be influenced in the direction
of more acceptance of the point of
\iew argued tor in the film.
Effective Film Content: What kind
of film subject matter content was
most effective? It was found that
the men were more likely to
change their opinion if the argu-
ments supporting their initial
stand were included— that is both
sides— than if only the arguments
against their position was in-
cluded.
At the same time it was found
that making an equal case for
"both sides" of the issue was less
likely to produce a change than a
"one-sided argument." Thus— both
presentations produce positive ef-
fects, but the effect is less if argu-
ments for the other side are given
equal weight.
Rules for covering "both sides"
are: (1) all the arguments for the
"other side" should be mentioned
at the very outset; (2) attempts to
38
BUSINESS SCREEN MAGAZINE
t'fute opposing arguments should
X made onh when an obviously
rompelling and purely factual
refutation is a\ailable; (3) strong
positive arguments are likely to
3e convincing: (4) an attack or
apposing argmnent which has pre-
liously been accepted will tend
to ha\e mainly the elfect of antag-
jnizing those who hold them: (5)
[he subject matter content should
lie determined by research and
pretesting to find the nature of
jpinions of the intended audience,
prior to the |)rcparation of the
final film message.
■Vudience participation: In rela-
tion to participation when deal-
ing with (>f>iriions, according to
this studv. the trainer shoidd not
live an opposed emplo\ee the
3pponiniit\ to identify himself as
1 member of the opposition. In
1 personal situaticm "ego involve-
ment" would become the greatest
[actor. .\n opponent should he
prevented from taking a stand
and stating his views — othenvise
the effect of the communication
might only be to strengthen his
initial belief and to find new argii-
menis to rationalize his position.
Forgetting Curve: We all prob-
abh assume that the effects of a
film showing will be greatest im-
mediatelv after the presentation.
Probabh we all assmne that opin-
ion (attitude) changes would show
a forgetting curve as lime passed
after a film showing. This study
finnishes us a surprise ia respect
to opinion changes.
.\11 men were tested about one
week after a film presentation.
How much of the one-week effects
will be retained nine weeks after
the showing? Opinion changes
were larger after nine weeks tlian
after one week, and in some cases
very much larger. W'e generally
assume, in business training, that
factual information would be re-
tained longer than opinions after
a film showing. But— not so, ac-
cording to this comprehensive
studv. Opinion changes tend to
show an actual increase with the
passage of time.
The results of this study bear
out the fact that forgetting occurs
for factual material, but little for-
getting occurs for "reasonable"
opinions and that, in the case of
highly "cpiesiionable" interpreta-
tions, an actual increase with time
is found instead of a loss.
Rel.\tivf. .Advant.aces of
AlDIO-\lSL'Al.S
General Hypotheses: "Which is
more effective in presenting orien-
tation materials on the radio, a
"documcntarv" (dramatic) or a
commentator?" How does a film
strip compare with a sound-scored
motion picture? Isn't a film always
superior to a lecture? These are
sample questions for which we all
want definite answers.
The studies reported in this
lx)ok do not give us "practical"
answers. The authors clearly state
many times that the results of this
studv are generally restricted to
providing a basis for hypotheses
about distinguishing factors. Their
researchers were careful men.
The\ did not aim to be specific
about certain points— they did not
need to be.
Ob\ iouslv, the question. "Which
is the better training medium, a
film or a lecture?" immediately
raises further questions such as
"what film?" "Wlio will gi\e the
lectures — an amateur or an ex-
pert?" "For what kind of audi-
ences?" "For what kind of subject
matter?" These questions could
be expanded into a score or more
all resolving into an analysis of
interacting factors that could pos-
siblv ne\ er be answered.
Suggested Relative Values: Never-
theless, studies were made about
some relative values, because of
inanv requests and because the
findings would indicate the need
(CONTINUED ON PAGE 56)
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NUMBER 6 • VOLUME 10 •
9 4 9
39
In tbe^B^
Council on Candy Appropriates
Budget tor Film Exploitation
♦ I'aii ot ilif SlDI.'iCiS public rehi-
lions allocation ol the Cotiiicil on
Candy of the National Conlection-
ers' Association will be sjjcnt on a
motion pictiue program, Irvin C.
Shaller, chairman of the Council,
recently annoimced.
Film progranr includes exploita-
tion of the Council's sound pro-
duction. The Sweetest Story, which
has been released to commercial
theatres. It is estimated that the
annual audience for this 10-min-
ute short will approximate se\en
and a half million persons. The
movie dramatizes the place of
candy in tfie average diet and
highlights the more romantic
phases of its production.
Funds will also provide for con-
tinued distribution of tlic educa-
tional 16mm sound motion pic-
ture. Candy and Nutrition, to
grade and high schools through-
out tire nation. Tliis film lias been
seen by more than one and a half
million students at some 17,000
showings in less than two years.
Promotion will also include
continued television showings of
Candy and Nutrition; previous
poptdarity in the TV field augurs
widespread utilization dining this
fall and winter.
C.I.O. Films Its Interpretation
of Current Steel Wage Dispute
♦ The C.I.O. Film Division has
now available Your Fight jor
Wages, the story of the 1949 drive
for wages in the steel industry.
Among the C.I.O. figures appear-
ing in the 20 min black and white
film are President Philip Murray;
Robert Nathan, economic consult-
ant; Arthiu' H. Goldberg, general
counsel, Murray Latimer, social
secinity consultant and David H.
M a c D o n a 1 d , secretary- treasiuer.
The film outlines the C.I.O. plan
for wages, pensions and insurance
which was presented to the U..S.
Government's Fact Finding Board.
Film is available for $1 rental
from the C.I.O. Film Division,
Dept. ot Education and Research,
718 Jackson Place N.W., Washing-
ton 6, D.C.
New State Department Series
In Production at RKO-Pathe
♦ RKO Pathe, Inc. is now pro-
ducing several series of films for
the State Department to be dis-
tributed by U. S. information
^Km^
NEWS AND COMMENT ABOUT COMMERCIAL FILMS
services throughout the world in
15 to 24 language versions.
One series is a monthly news-
reel about American life and cus-
toms. Another consists of special
news films about issues of vital
ccmcern to the United States.
In addition to the regular RKO
Pathe personnel, foreign versions
recpiire the services of fifty special
translators, checkers, narrators and
monitors approved by the State
Department.
New Film by Thew Shovel Company
Is Titled 'Lorains In Industry'
♦ Lorains in Industry, a 16nnn
color motion picture made by the
Thew Shovel Co. of Lorain,
Ohio, is now available on request
at local Lorain dealers. Running
time is 28 minutes.
Scenes from everyday work op-
erations show the use of Lorain
machines in industrial material
handling. The company stresses
the lact that it is not a "design
and construction" film but was
produced for industry showings
to demonstrate how Lorain
equipment can speed up material
handling and lower handling
(OStS.
Manufacture of Rope Described
In Plymouth Cordage Documentary
♦ IhI Pl-S MOl TH CoRDACiL COM-
PANY' of Plvmouth, Massachusetts
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IlkvMATit: lMl()'lOf;R\lMl\ jeatiiics the cur-
rent Consolidated Edison (NY) film
"Electricity— Seix'ing New York." Scene
above shoies a turbine installation
has just released The Plymouth
Story, produced by Pathescope
Company of .America, Inc.
Plymouth Story is addressed to
purchasing agents of rope for the
marine and industrial fields. Doc-
umentary style is used, placing
emphasis on the town of Plymouth
and the people who work at
Plymoiuh Cordage. In Plymouth
Story the company stresses the in-
tangible differences between their
products and those of other com-
panies, pointing out the integrity
of the men in their factory and
the efficiency of the machines. The
careful selection of finest fibers
and its regrading are pictured.
Some of the older workers at tlie
factory appear in Plymouth Story
and their work and lives are de-
scribed. The film ends with scenes
of the rope they manufacture,
shown in use in industry and on
ocean going vessels.
Free Enterprise Is Theme of
New Fllmstrip "The Magic Triangle"
♦ A new 35mm filmstrip titled
The Magic Triangle— tlte Story of
Free Enterprise has been prepared
by Victor Kayfetz Productions
for use in industrial and employee
relations.
The film demonstrates to the
individual worker his stake in the
free enterprise system as opposed
to "planned economy" theories.
Emphasis is placed on increased
productivity and the resulting in-
creased buying power.
Cartoon characters are used to
show the roles of consumer, labor
and capital, showing that almost
everyone is all three and that only
by cooperation through the free
enterprise system can the interests
ot all three be benefited.
The Magic Triangle has I.'IO
frames and can be shown in twen-
ty ininutes using any silent film-
strip projector. Prints are avail-
I
40
BUSINESS SCREEN MAGAZINE
Business Screen Bookshelf
1
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11
THE
11
II
BLUE BOOK
11
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of .
11
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AUDIOVISUAL
II
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EQUIPMENT
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Standard Reference
Source of Audio -Visual
Projection Equipment
* Every company or institution
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original Blue Book of every stand-
ard make and model of sound and
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projectors. Gives original list prices,
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Used by most audio-visual educa-
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The Audio -Visual
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Maintained as an industry service for our
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JUST PUBLISHED!
The most important factual report
on mass communications in wartime
"EXPERIMENTS ON
MASS COMMUNICATION"
by Carl I. Hovland
Arthur A. Lumsdaine
Fred D. Sheffield
Volume 3: Studies in Social
Psychology in World War II
'A' This volume reports on the studies
of mass communication, particularly of
films, made during World War II by
the Army. These studies were part of
a giant enterprise In social science re-
search sponsored by the Research
Branch, Information and Education
Division of the Army, under Major
General Frederick H. Osborn. The
monumental task of preparing the 4-
volume "Studies In Social Psychology
In World War 11" was then undertaken
by a brilliant group of sociologists and
social psychologists.
The primary purpose of the research
In this key volume 3 of the series was
to evaluate various Army films and
programs designed to make the soldier
eware of the ideological Issues behind
the war. Also studies methods used In
mass communication of purely tech-
nical instruction. Studies of both types
— indoctrinatlonal and Instructional —
are Included.
Contents report on effects of vari-
ous educational devices In increasing
the amount learned and also provide
surprising findings about the course of
opinion change with the passage of
time. Indispensable to all interested In
mass communication methods for In-
struction and Indoctrination. Published
by the Princeton University Press.
345 pp., Illustrated . . per copy $5.00
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icatioii Rcstarih. Inc., Ki Kasi
7lli St., New N'ork Oilv.
,tlas Film Corp. Produces Film
)r Champion Spark Plug Company
Till All AS lll\l C.dKl'HK \l KIN
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PAKK Pi. It; (loMi'A.w ol Toledo,
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The ihii t\-thixe niiiiiitc lilm ile-
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1 metals to cle\elop the C:ham-
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1 manufacture ol the product,
imphasis is placed on regular in-
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Story of a Spark Plug is avail-
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olleges, scientific and technical so-
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lirough the Film Library of the
J. S. Hurcau of .Mines at I'itts-
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'ale & Towne Work-saver Line
)emonstrated In New Picture
► ^ Ai t ^- IcnvML is sponsor of a
lew film titled Here's Your ]\'orli-
aver which demonstrates the rap-
dly giovving family of battery
lowered "walkies." "W'alkies" or
\'ork-sa\ers are the company's
lew ]jowered hand trucks that
ia\e been designed for moxing
ight weight equipment. Pri.nce-
"ON FiL-M Cfnter of New York
!;it\ produced the film in coopera-
ion with the Fuller it .Smith &:
ioss advertising agency.
Scenes in the movie show the
iVork-sa\er being used by such
ronipanies as Crucible Steel, .\lu-
ninum Company of .America,
21anada Dry, The Carrier Corpo-
ration, Jones & Laughlin Steel and
ithers. Typical examples of the
handling of drums, bins and boxes
ire demonstrated.
The seven basic models of the
IVork-saver are illustrated and
explained. This fifteen minute
Type Titles
. . . a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO 11
sdUiul ciiloi liliii is available lo
materials handling, warehousing.
trafh( , methods, busiiussmen's, en-
giiuer's and uni\eisil\ iiieetiugs.
on- free loan basis.
Pacific Gas & Electric Releases
'Snow' and 'America In the Making'
♦ Two new iiicitioii |)iituns, co\-
ering widelv dillerent jihases ol
public relations, were recently
completed and released by Pacific
CfAS &r El.KCTRlC COMI'ANV, Sail
I'^rancisco. This firm has used films
for public relations oxer a period
of many years, with coiuiinied
distribution of pictures filmed as
many as ten years ago.
Sfiow is the story in color of the
problems that come with winter
snows in the mountains. It is the
record of the PG&;E snow crews
which keep canals open and power
lines up, regardless of weather.
The script was xvritten by William
Park, photography was by Joseph
Rucker and Jon F. Stanton, and
\V. A. Palmir Films, Inc. made
the sound track and finished the
jjicture.
Iiiirriiii ill the Making is the
photographic record of the Grand
National Junior Livestock Exposi-
tion at the Cow Palace, San Fran-
cisco. .All the principal classes of
livestock judging, as well as the
rodeo events are shown in detail.
Through PG&E representatives,
showings may be arranged lor
farm groups and organi/ations in
California.
'You Are My Neighbor' Is Aimed
To Attract Visitors to Cincinnati
♦ BlKl [OHNSTON CoMl'ANV re
cently produced a color film titled ■
You Are My Xeighbor for Voir
.\eichbor Inc. The sponsors were
the Cincinnati Convention and
Visitors' Bureau, The Cincinnati
Chamber of Commerce, Retail
Merchants .Associatimi and The
Hotel .Association.
1 he purpose of the film is to
invite visitors to Cincinnati and
the treatment is based on the idea
that all cities in the U.S. should
get to know each other better.
Scenes of the Cincinnati Sym-
phonv Orchestra, the zoo, amuse-
ment park and the Cincinnati
Seismological Observatory are in-
cluded. The emphasis has been
])laced on the city as it is today
v\iih all its attractions stressed
rather than reviewing its history.
Running time is 22 minutes,
llie film is available to school,
ihurch, club and all adult and
vouth audiences on free loan, by
ilie I5eri Johnston Company, 8201
Blue .\sh Road, Cincinnati 13,
Ohio.
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or black and
wliite... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
when it comes to
KODACHROME REPRODUCTIONS
Hollywood's Top Producers prefer
THE CFI TREATMENT
At Consolidated, each job is attended to
individually and personally by experts. A
special electronic printing device protects
your Kodachrome originals against mutila-
tion or weakening by notching.
CFI also makes Kodachrome Intermediates
embracing every desired optical effect. Re-
lease printing is thus done without wear of
the original.
\Vc hope you'll try us — soon.
The Only Complete Laboratory Service
for 16 mm and 35 mm films.
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporufiori
959 Seward Street, Holl>-\vood, California
Telephone - Hollywood 9-1441
NEW vobk: 1790 Broadway, New York 19. N.Y.
PROTECT YOUR FILMS ami SLIDES
CABINETS " ,^^£umxuUi.\
2" X 2" Slides
FUm Strip
Compact, fireproof and dustprooi, NEU-
MADE CABINETS provide complete and
efiicient storage filing facilities. All drawers
removable — each supplied with two large
index caxds.
FILM STRIP CABINET. Model MF-6. Six
drawers accommodate over 300 of the 1 ' 2 "
cans. Six adjustable dividers in each drawer
allow for separations of desired width.
SLIDE FILE CABINET. Model SF-5. Holds
all types 2x2 slides — each held firmly
Write for new Catalog No. 17 showing complete line 16MM Aids. Storage Rocks, Rewinds,
Splicers, Reels, Cons, Shipping Coses, Tables, etc.
in position with dividers for indexing. Five
drawers with capacity for 1250 slides (2500
readymounts).
ALSO AVAILABLE: Model SF-5-S for
"Blocked Unit" slides with 30 tabbed ad-
justable dividers. Capacity 2500 slides
{5000 readymounts).
All cabinets heavy gauge steel — welded
construction. Olive-grey baked enamel fin-
ish, chrome handles and index card holders.
Overall sire: 15" wide, 12" deep, 13" high.
J^QJumaSbi
PRODUCTS CORP.
427 W. 42 ST. NEW YORK IB. N. Y.
NUMBER 6
VOLUME 10 • 1949
41
Men who make
mtm^
William Burnham Joins Transvilm
♦ MaURV J. Gl.AlBMAN, baks
nianager. announced that Willi-
am BiRNHAM has joined the sales
department of TRANSFiLNt. Inc.
Hurnham was [ormcrly «ith RKO
Pathe and lor the past year lias
been in charge of the New \ink
olBcc ol Cascade Pictures.
Hamilton Leaves BIS Staff
For State Department Post
♦ iHr Briiish In form ATI o.\
,Si!;RVic?;s annoiuices the resiona-
tion of John L. Hamilton Ironi
the position ol Films and Publi-
cations Officer in their Chicago
office.
Mr. Hamilton, an .\nierican citi-
zen, has been with B.I.S. since
1944. He is resigning to take a
position with the U..S. Department
of State. ,'Vfter a period of consul-
tation and orientation in Wash-
ington he will leave to lake up
the post ol iihn dlluer at Tehran,
Iran where he will be allached Ui
the U.S. Embass).
Until a successor is appointed,
film work at the Chicago office will
be carried on by Norma Barts
and publications will be looked
after by Basili .\n(M in.
Robert Rubin Joins Patliescope
♦ Pathescope Company of .\mer-
ic.a. Inc., of New York, producers,
announces that Robert Rubin has
been appointed to their sales staff.
Rubin was formerly manufactur-
er's representative h)r the Auto
matic Projection Corporation ol
New York City. Previously he was
assistant supervisor of the Audio-
Visual Center of the Cullege ol
the City of New \<>\k.
Skellie Joins Ross Rny Agency
♦ Ben N. Skillil has been
named script editor and record-
ing director for slide fihn pro-
grams currently being produced
by Ross Rov, Inc., Detroit nation-
al advertising agency. Skellie was
formerly associated ^vith Willard
Pictures, New York, and also did
free lance ivork.
Crawley Films Names McCauley
as Studio's Director of Music
♦ F. R. Cat Awi.i V, [president ol
Crawley Films, Ottawa, Canada,
has announced the appointmeni
of Willl^m .\, McCauley as di-
rector of music for that organiza-
tion.
McCauley has been director of
music at the Ottawa Technical
School and com|josed the score
representing Canadian music at
the conference of the Music Edu-
cators of America held in Detroit
l.iM \ear.
Announce Executive Staff Change
at Special Purpose Films, Inc.
♦ Hampton W. Howard has an-
noiuiced his resignation as ]3resi-
tlent and director of Special Pur-
pose Films, Inc. John Fox, vice-
jjresident and treasurer, will move
up to the president's post, while
William F. Crouch will take over
as \ ice-president in charge of pro-
duction.
SP Films ha\e just completed a
series of TV commercials for Proc-
ter and Gamble and a 30-niinutec
film featuring CBS's Bill Leonard.
Babbitt Named Director of UPA
♦ 1 he new director ol United
Productions of ,\merica is Art
Babbitt, it was announced by
SiEPHEN BosusTow, president.
Babbitt has been a supervisor of
animation at Walt Disney Studios.
He also worked a year and a hall
in the UGC cartoon studios in
Paris, F'rance and was an animator
for Paul Terrv Studios.
New Quarters for Sterling Films;
Add Television Film Department
♦ SiiKLiNG Films, Inc., has
moved to new offices at SI 6 West
.57th Street, New Y'ork. Expansion
(jf the business, plus addition of a
new telex ision department neces-
sitated the move to larger tiuarters.
©•^•: .
f TODAr---
SOUTHERN BELL TELEPHONE AND TELEGRAPH CO.
'K,.-^
eLJ^V^.BJU
WiklTON ■UllDING • ATIAHT* 3, GEORGIA
MOTION PICTURES • 35 MM-16 MM
FILMS FOR TELEVISION
Gi-or(.i Hii ion
Joins Handy for Planning Control
♦ George Hilton has joined the
planning control department ol
the Jam Handy Organization to
work on sales promotion and
training programs, Everett Scha-
fer, vice-president in charge of
service operations stated.
Hilton has been with Campbell-
Ewald and Brooke, Smith, French
and Dorrance, Inc. in key creative
and planning posts.
Film Counselors Incorporate
♦ On its third anniversary. Film
Counselors, Inc. has announced
that it has become a corporation
and moved to new offices at 8 West
40th Street in New York.
During the past three years.
Film Counselors has ser\'ed over
twenty leading film sponsors with
consulting ancl supervisory services
on business (dms.
Form Screen Associates, Inc.
♦ Screen A.ssociates, Inc. has
been formed at 347 Madison A\e-
nue by Morrie Roizman, formerly
Chief Film Editor of the March
(il rime. The new production firm
w ill specialize in industrial, adver-
tising and public relations films
lor industrv and telexision.
Madison Filming Yellowstone
♦ Lawrence Madison of MPO
Productions, Inc., New York City,
has been on location in Yellow-
stone Park, Wyoming, shooting an
MPO production of Yellowstone
Park in 16nnii color for the Ford
Motor Company.
Completes Venezuela Project
♦ IiiL PuiNiavroN Film Center's
director of (jhotography, Fred
Mandl, A.S.C, has arrived in the
United States after six months
in the moimtains and jungles of
South .America. Mandl directed
the photogiaphy for a film on
transportation, part of the series.
Venezuela on the March, which
is due to be released this fall.
42
USINESS SCREEN MAGAZINE
Al,\ IN \V. SlRtlTMAnLR
^odak Names Executives for
rofessional Studio Activities
> Thk Eastman Kddak Company
las selected Alvin W. Streitmat-
ER to head its protessional studio
nd convention activities, and at
lie same time appointed Oscar
v. \\'i?:ccii. as assistant manager
I the professional studio.
Streitmatter has been with East-
lan for nine years, and has super-
ised the professional studio since
947. \\ies5rel has been with the
ompany since 1!I41. and has been
ttached to the ]jrofessional studio
3r the last two vears.
Ves+ern Electric Merges ERPI
llm Activities Into Westrex
> ¥. R. Lack, vice-president of
he Western Electric Co. Inc., has
clcased the information that the
alking pictiue and disc recording
ctivities of the conipanv's Elec-
NEW IGMM MOVIOLA
Model LP
Picture aiea
2"x2y*"
also
available
with sound
equipment.
Vrite for literature and prices on our
omplete line of 16mm and 35mm editing
quipment, which includes: film viewing
lachines, sound readers, synchronizers,
differential qear rewinders, rewinders.
MOVIOLA Manufacturing Co.
451 Gordon St.. HoUywood 28, Calil.
tii<al Research Products Division
will be merged, effective October
Isi, with Westrex Corporation, a
wholly-owned stibsidiary.
lor many yeais Westiex has
tlistribiited sound recording and
re|)roducing etjiiipment outside
the VS. antl Canada and is cur-
rently servicing over ,50(10 theatres
abroad.
This consolidation, I.a<k be
lieves, will enable Westrex to
scr\c the industry more effectively
on a world-wide basis.
H.\NDY STAFF CH.\NGES
♦ Jam Handy Organization edi-
torial head John Faricy has an-
nounced a new appointment to
the writing staff, Brcce Ellison.
Ellison has been with .Albert Pick
Co. and J. W. Kennedy Co,
In his new capacitv he will
assist in planning meeting guides
and other printed material, and
in writing slidefilm scripts.
-Another editorial addition is
Ei.isE Keoleian, who has been
added to the T\' editorial staff.
Miss Keoleian was associated with
Hershey-Paxton .\d\ertising agen-
cv, Detroit.
Elise Keoleian
Adds Reed and Mudgett to Staff
♦ George Reid has recenth
joined the contact and sales pro-
motion staff of The Jam Hanu\
Organtz.\tion, it was announced
bv Getjrge B. Finch, \ ice president
in charge of sales. Previously Mr.
Reid was engaged in sales promo-
tion activities with Standard Oil
of Indiana. During the war he
was an aerial gunnery instructor,
using Jam Handy training devices
to expedite military training.
Waldo Midcett has joined
the JHO planning control de
partnient. Formerly .Mudgeti
worked with the W. W. Garrison
.Advertising .\gency and was sales
promotion manager of the Litiuid
Carbonic Co. of Chicago. He has
also been associated with the
Kawneer Co., Xiles, -Michigan.
A STAR IS no It > ! ! yL-
II I- \irt}iittl\ itrrst'nt . . .
VITACOLOR
//(r I hrrt' i .'i \ Color I*rnrt\ss that is df^itiiird to play
(I lru(liti;j. rnlf in tln' Motion l*irtfin' (.oli}r Field.
VITAI'OI>OII give;- the pnidurer . . . Release Prints with more Brilliant
and Saluraled (lolor. Sharper Definition. Finer Grain. Silver Sound Track —
and al low rost ! !
\' 25mm VITACOLOR Theatre Releose Prints from oil 35mm and 16mm Color
Originols.
\ 35mm VITACOLOR Theofre Releose Prints from 35mm 3-Color Successive Frame
Separation Negatives.
V 35mm 3-Color Separation Negotives from all 35mm and 16mm Color Originals.
\^ Complete Printing end Processing Service for the New DU PONT Color Positive.
y/ Complete Ansco Color Printing and Processing Service for Motion Pictures, Slide
Films, ond Slides.
■\'' All the highly specialized Contact and Optical Printing equipment used in the
VITACOLOR Process is available for use on work from our Ansco Color ond
Du Pont Color Customers.
\' VITACOLOR is the lorgest and best equipped 35mm Color Film Processing
Laboratory in the United States devoted to Color Motion Pictures, Color Slide-
films, and Color Slides. DAILY CAPAC1TY^216,000 feet.
\^ FREE Testing and Fitter Pack Data for Ansco Color Film.
^Z FREE Pick-up and Delivery Service in the Los Angeles Area.
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VITACOLOR
"Brings the Rainbow fo the Screen"
230 West Olive Ave., Burbank, Calif, Phone CHarleston 0-8136
Perfect COS ,,o.ctio«
At Better
Dealers Everywhere
DUMBER 6
VOLUME 10
43
RCA Presents TV Color Plans,
Du Mont Requests TV Color Tests
♦ Ihi- Radio Corporation of
America has presented plans lor
a new all eletironic TV color sys-
tem to the Federal Conimunica-
lions Comniission. The outstand-
ing feature of RCA color TV is
that it does not make present
receiving sets obsolete. They can
be changed to color by adding an
adapter or go on receiving blatk
;uid white from color TV broad-
casts.
The transmitting station can
semi some of its programs black
land white and others in color and
[both types of sets will receive all
iprograms. Also present transmis-
sion equipment will not be made
obsolete.
Following the release of RCA
color TV, Dr. .Allen B. Du Mont,
president of the Du Mont Labora-
tories, retjucsted that the FCC
'hearings this month view the three
color TV systems developed to
'date and compare them with black
and white TV. The three color
TV systems arc those of RCA. The
Columbia Broadcasting System
and Color Television, Inc.
I Du Mont suggested using ihc
Du Mont W-ashington TV station
for the black and white broadcast,
and /hat it and the color TV
Isystems broadcast the same sports
|event.
! Mr. Wayne Coy, chairman ol
Ithe FCC, responded to the siig-
Igestion by calling a meeting to
[arrange for a schedule for such a
Itest.
Dr. C. B. ]c)Uife, executive vice
president in charge of RC.\ Lab-
oratories, announced that WNBW
of Washington D.C. begins color
TV broadcasts September 26
vvhich will be received at a down
town locaiion. These broadcasts
can be received on black and
white sets in monochrome and will
not interfere with the station's
regular schedule.
Du Mont National TV System
Outlined in Hearings for FCC
♦ .\t hearings before the FCC this
month The .\llkn B. Du Mont
Laboratories, Inc. are presenting
an outline for a national television
syslem that will utilize the very
high Ireciuencics and ultra high
frequencies so that viewers in mosi
of the country's 140 metropolilan
districts including all cities over
50,000 ha\ e a choice of TV services
from a multi-network system.
The DuMont plan also provides
for 7 UHF channels for educators
and 10 additional channels for
service to snialler communities.
1 CC Begins Own Qui/ I'rogram on C^olor TV
Ibis plan is an alternative to the
FCC i)lan that was presented last
July.
Dr. Thomas T. Goldsmith. Jr..
director of research, developed the
program which is being presenied
b) Du Mont. The eight points of
their TV allocation plan are as
follows: to utilize the twelve pres-
ent commercial VHF channels to
the fullest extent for metropolitan
areas, to utilize 48 UHF channels
for other areas, to reserve twelve
additional UHF channels for
smaller communities, to set aside
nine UHF channels for educaiinn-
al broadcasting, to allocate VHF
and UHF frequencies so that every
mclropolitan communitv has a
miniminii of lour stations, to
minimize intermixture of VHF
and L'HF assignments in the same
area, to designate certain cities
now having limited VHF service
as future UHF cities, and to allo-
cate channels so as to minimize
interference between stations.
Radio Manufacturers Ass'n to
Make Color Television Study
♦ A committee on Color Tele-
vision has been formed by the
Engineering Department of the
Radio Manufactiirers .\s.socia-
TioN to make a study of present
systems of color television. The
committee's rejMrt will be made
From color film, "Eve-
ning Slor," introducing
new Oneida Ltd. pattern.
SefuUtt^ 4MC^ 6*c4£Me4^ (eadenA <M;
A & P ■ American Kitchens • Amion • Anacin
Arrow ■ Bailantine ■ Bendix ■ Blue Bell
Briggs • Bulova - A. B. Dick ■ GE ■ Gimbels
Heed ■ Heinz • Household Finance ■ Jewel Tea
Johnson & Johnson • Kaiser-Frazer • Kimsul
Kolynos • Lewis Candy • Lucky Strike • Lustre-
Creme • Miller High Life • National Safety Council
National Shawmut Bank ■ O'Cedar • Oneida Ltd.
Orange-Crush • R&H Beer • Santa Fe Railway
Sears • Sherwin-Williams • Sloane-Blabon
Swift • Standard Oil (Indiana) • U. S. Plywood
Wamsutta Mills • Whiz Motor Products
to RMA's Television Committee
Ollicial attitude of RM.\ oi
color runs like this, "When ane
if one of these (color television
systems is accepted by the FCC
and the industry as standard
must be thoroughly field testet
and proven under practiciil broad
casting conditions. The industry
is in accord with the policy ex
pressed by the FCC that any future
color system must be capable ol
being received on present sets w'M
only tiiiiior mndifualinns."
r^^Knmr
"^Cii^ we Aen(Ae tfou 7
mtl TOKK • CHICAGO ■ HOllTWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
flUlS'
ilin
dill'
J) 511U
OJtr
%.
(ft-
fill
Jitii
S
TV Audience Reaction Tests
Conducted by Schwerin for NBC
♦ The Schwerin Research Corp
is conducting a series of TV audU ju
ence reaction tests for NBC. The
largest such lest made for anj
r\' program on any network ta
date, was of the NBC "Garroway
at Large" variety show Sunday;
September 4.
\'iewers in New "iork, Balti-
more, Boston. Wilmington, Provi-
dence, Cleveland, Chicago, Wash-
i'lgton, Philadelphia, Detroit and
Lancaster recorded their minute-
bv-minute reactions to the half
hour program. The system de
]jends on small "cue numbers"
which appear in a corner of the
rV screen. ,\ score sheet is used
to record reactions to specific sec-
tions of the program and a list of
general questions appears at the
end of the sheet.
.\ reguhir series of home tests!
ill New York will be applied to a
full schedule of sustaining and
(oiimiercial programs of NBC's
W'NBT station. The first such test.]
was of the "Believe It or Not
show .\ugust 21 when 2,000 own-
ers were tested. Over 25,000 set]
owners are expected to participate ■
in ihese Schwerin viewer tests by
the end of 1949.
SMPE Develops TV Test Film
♦ The Society of Motion Pic-
itRE Engineers has produced a
test film which will help TV
broadcasters make certain that
ihcv transmit all of the picture the
him producer intended with tlic
licst possible picture quality. Seven
dilfercnl test targets and fifteen
scenes photographed specifically
lor TV use, make up the 9«,")-fool
test reel. The film was devclojxil
l)v a committee under the chair-
manship of Dr. R. L. Carman,
research director of General Pre-
cision Laboratories. It is available
in ;!."imm and I6mm width. For
luriher information write the So-
cietv of Motion Picture Engineers,-
:-i42 Madison .\venue. New York
17. N.Y.
44
BUSINESS SCREEN MAGAZINE
ILMS ON TELEVISION
I Commercial's Stars in Olds' Film
C)i D^MnBii.i-S recent pictiiie
)/i;iHV Makes a Date which was
roduced by W'iijji.ng Purri'RE
joDKriioNs of Chicago, is the
•St in which actors appearing in
V coniniercials were also fea-
ired in a couipanv fdni. Wilchng
odiuccl (Iminu; liM8 a scries of
\' spot connnercials for the Olds-
obile div ision of General Motors
irt)ii;4h their agencv D. P. Broth-
t ANU CioMPANV. These proved
p siiccessfnl that it was decided
lai the reciignition \alue of the
•ro and heroine of the T\' shorts.
)nl(l be profitabh capitalized on
1 the (ilni. 1 bus one form of
jdio \isiial media was snpple-
lentcd with another.
MA Sponsors TV Film Series
l)L-.i!Jncd lu liel|> I \' set owners
;t niaxinuini ser\ice out of their
iceivers, films will be produced
y Radio Manufacturers .Associa-
on.
These educational films, which
ill cover points on the care and
laintenance of television receiv-
rs, will be released to T\' broad-
isters for screening and shoidd
liminate man\ "nuisance calls"
) servicemen.
anta Fe Films in Production
• Santa Fes series of fifteen 13-
linute television film programs
;ainring Burton Holmes, "the
•orld's most famous traveler," is
urrentlv in production at Sana's
Ihicago studios.
Sarra. for certain scenes, con-
tructed a complete Santa Fe ticket
iflice in the studio. In addition to
cenes such as these, the series
itilizes footage from tire famed
Jurton Holmes Travelogues, fa-
Hiliar to lecture-goers throughout
he countrv.
loston Bank Used Trademark to
Dpen and Close Its TV Show
> Bcistun 1 \ audiences are seeing
he familiar Shawmut fndian,
rademark of the National Sh.aw-
ULT Bank, come to life via tele-
iision in a series of spot commer-
:ials produced b\ Sarr.a, fNC. for
DoREMis .AND Co., the bank's
igency.
Live and animation footage are
Mnibined in the spots, used to
apen and close a regular program
sponsored by Shawmut.
Offers Twelve Short "Musicals"
♦ TtLtc.AST Films, Inc., 145 \\est
45tli Street, is now offering a new-
series of twelve short three-minute
musical films for television. Fea-
ttned are nine Hawaiian songs In
Charles King. And\ lona and
|ohnn\ Pineapple, and three pop-
idar songs bv |ackie Paris and his
trio. The c<ini|)any is now dis-
tributing copies of its new thirty-
page catalog of shorts and featines
of every description for television
use.
Ford Sponsors Seisel Cartoons
♦ Ttu Gn^LL, cartoonist famed
for his "Quick Henry, the Flit!"
series checked in at United Pro-
cfuctions of .America to turn out
a series of five commercial shorts
for Ford. Booked through the J.
Walter Thompson Company, the
cartoons are being done in Tech-
nicolor for release in theatres, and
in black and white as 40-second
TV commercials.
Copies of Exhibition Contract
for Tele-Films Now on Sale
♦ National Television Film
CoLNCiL head, \fehin L. Gold,
has annoimced that copies of the
Standard Exhibition Contract for
Tele\ision films, authored and
sponsored bv the NTFC, are now-
available to film producers, dis-
tributors and television stations.
.\lso for sale are supplementary
schedule forms, which preclude
the need of a new contract being
drawn up each time a distributor
sells a film to a station. These
sheets provide for establishment of
separate financial arrangements
on each film, but automatically
make the negotiations a part of
the original contract form.
Documents niav be ordered
from NTFC offices at 300 W. 23rd
St.. New- York City. Contracts are
S5.00 per hundred; schedules 52.00
per hundred.
Spemlly designed. . . for a
HUNDRED DIFFERENT JOBS
CABINET PROJECTOR
Sales meetings, waiting rooms, em-
ployees training, display windows —
everywhere you can use visual impact
you can use the Selectroslide Cabinet
Projector. Flexible projection equip-
ment that can be instantly converted
for a variety of jobs. .And NOW ... on
special order vou can have any Selec-
troslide unit equipped for accompany-
ing sound sales or instructional talks.
Ideal for exhibits, conventions or fairs
for now your message can be delivered
with that personal touch, plus the
color, action and interest available
onlv with the Selectroslide.
FEATURES
• Large 17 inch square, brilliant-vue
screen for brighter images.
• Modem wood design in attractive
light or dark &nish. Also available
with mar and scratch-proof covering,
• Famous trouble-free Selectroslide
unit. 48 slide capacity, entirely auto-
matic. Operates for just a few pennies
a day.
• Cabinet easily moved, needs only
4 sq. ft. of space.
Write noiv for descriptive literature.
SdeciviiUde.
Selectroslide projector
unit supplied with the
Cabinet can be taken
out for employee train-
ing or public relations
jobs. Projector has self-
contained carrying case
for portability.
\Spindler&\S
auppe
2201 BEVERLY BLVD.
LOS ANGELES 4, CALIF.
PRODUCTS .\ND SER\ICES .ADVERTISED IN THESE P.AGES
.\RE QUALITY LE.ADERS IN THE .\UDIO-VISUAL FIELD
0He 0^ tUe 163 . . .
"Malnutrition In Tropical Diseases." now in production
for E. R. Squibb and Sons, is one of the 163 films* for which
our staff has done the writing.
*as of August 52
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY ^
709 ATLANTIC BIDG. -^ 930 F STREET NW ^ WASHINGTON 4, D.C. -^ EXECUTIVE 5941
NUMBER 6 • VOLUME 10 •
9 4 9
SaRRA LlNSIR'i ilni^f It' /nittnitn ml \(rnt'
at Chirogo studio: sn' item nn Pinity
Bakeries television series tielmv.
TELEVISUAL SHOP TALK
...Carl M. Stanton recently
joined the NBC Television Dept.
Stanton was lornierly head of
night time radio and tele\ision
for Dancer-Fitzgerald-Sample ad-
vertising agency.
. . .TV stations in Washington
D.C. estimate an increase ol 1700
sets in the area dnriiig .August
bringing the total nuniber In
55,700. The Washington Tele-
vision Circulation Committee, rep-
resenting the loin' T\' stations in
the area, made the sin\ey.
. . . Hubbell Television, Inc. an-
nounces they are now distributing
over 600 films for television made
in England and Canada. The new
company lias a ten year contract
with Richardson-Hubbell Tele-
vision Networks Ltd. of Great
Britain tor all rights to their films
tor distribution in U.S.. Mexico,
Canada and Cuba.
. . .Con\ ention note: TESM.-V-
TED.\ annual convention and
trade show, Ste\ens Hotel in C:hi-
cago, September 26-28.
. . . A new series of animated \ideo
commercials for Petri Wine will
be fdmed by Jerry Fairbanks Pro-
ductions. Votnig St Rnbicam, Inc.
is handling the Petri account.
...Candy Lu a marionette in
Candy Land Settings is featured
in a new series of Boston TV
commercials prepared by Sarra
Inc. for the Lewis Candy Co. Mrs.
Remo Buffano, animator and wid-
ow of the late master marionette
maker, fashioned Candy Lu espe-
cially for this series. . . ..\ series of
one-minute commercials for TV
has also been completed for Purity
Bakeries, makers of I'aystec Bread,
by Sarra, William D, Fisher, as-
sistant radio and lek\ision direc-
tor, su]jLi\ ised |)roduction lor
Young & Rubicam, Inc., advertis-
ing agency. In charge lor Sarra
were Joseph G. Betzer, director of
film planning and Harry W.
Lange, production manager.
♦ The DuMont Television Net-
work will reach se\ en new markets
and provide full night and day
network facilities to its affiliates,
stepping up program offerings
90"p alter September as a result
of allocations arranged in joint
conference with ;\T&T and other
^vcbs, Commander Mortimer W.
Loewi, its director, annoimced.
# * #
New TV Fllmstrip Projector
♦ .\i)Diso.\ E. Kisc;HrR ol B.vuscH
& Lomb's Educational Instrument
Division announces a new Tele-
vision Slide Projector which is
being used to transmit slide strips
directly onto the pickup tube
signal plate of the film television
camera. The new projector was
developed by Bausch & Lomb Op-
tical Company for General Elec-
tric's transmitter division at Syra-
cuse, N.Y. The unit will be es-
pecially useful in televising news
flashes, photographs, temperature
readings and time announcements,
from filmstrips. It is now in use
in New York, Washington D.C.
and San Francisco stations.
Gold Renominated as President
Ot National TV Film Council
♦ Mii.viN L. Gold, Director of
.\dvertising and Publicity for Na-
tional ,Sc:reen Service has been
renominated for a second term as
president of the National Tele-
vision Film Council. .Also nomi-
nated were William S. Roach.
U..\. legal counsel of the law firm
of O'Brien, Driscoll, Raftery &
Lawlor, as \'icc-president; Sally
Perle of the Mesal Organization
advertising agency as secretary;
and Et) Evans, film relations di-
rector of WPIX as treasurer. The
entire slate is unopposed. Election
of officers •ivill be held at the regu-
lar meeting of the NTFC on Sep-
tember 29.
* # #
Form Cinetel Corporation for
Central TV Film Purchasing
♦ Cinetel Corporation, at 119
W. 57th St., New York city, has
been formed by Edwin Woodruff
to meet requirements of television
PRODUCERS
of Motion Pictures
for Institutional. Public
Relations, and Educational Purposes
t.EStAE nOlSH
M*HOUUCTiONS, Imuv.
119 West 57th Street
New York 19. N. Y.
Leslie 3i. Roush • Jules Mi. Sindie
stations needing a central film '
purchasing agency. Cinetel will ;
offer subscribing stations advan- ;
lage of group purchase of films
exclusive to their markets on an
optional acceptance basis.
Before pix are submitted to
their subscribers they will be re-
\ iewed and approved by a board
consisting of Bert Balaban and
Paul Diamond of Paramount;
Robert Paskov and Woodruff. To
date 16 stations have subscribed li
to the service.
* * #
Signal Corps Photographic
Engineers Solve Water Problem
♦ Water, always a major problem
where field photographic units are
concerned, is going to be supplied
from an inexhaustable source in
the future. Signal Corps Photo-
graphic Engineers announced re-
cently.
Casting about for a method of
water purification that could be
substituted for a daily supply of
3000 gallons needed to operate a
typical field laboratory for a 24-
hour period, Signal Corps scien-
tists conceived the idea of apply-
ing a comparatively old principle
used by industry for softening
water fed to large boilers in order
to reduce scale tormation, and by
the Navy during the war in con-
verting sea water to drinking
water.
This method is the ion ex-
change process, used successfully
to separate "rare earths".
In the Signal Corps application,
a comparatively small amount of
water, about ten gallons, is used
again and again in washing photo-
graphic prints by passing the
water over thousands of small syn-
thetic resin particles. The resins
filter out and recapture silver and
other iiTipurities acquired by the
water in the washing process.
These synthetic resins are virtually
indestructible and can be rejuve-
nated b\ a simple process.
This process is a major step
lowards solution of the problem
ol operation of the mobile photo-
graphic laboratory, and the appli-
cations of these findings may have
great value to industry. The mo-
tion picture industry may find it
of value in field processing, and
with minor modifications, it may
mean much in that business.
* * #
First "Audio Fair" In October
♦ First ".-Vudio Fair ' this country
has known is to be scheduled
October 27, 28, 29 at the Hotel
New Yorker, New York C;ity.
Sponsor is the -\udio Engineering
Society.
46
BUSINESS SCREEN MAGAZINE
£
I; >."
Ill \i i\ _ I Tll.ll\: ArnfMo'i '^Sl^lht"
^lew 20-Pound Sound Projector
shown by the Ampro Corporation
t A\11'R(_) C^OKl'OKAl KIN LllJ^illCClS
ire enthusiastic over the "Stvl-
st". their new lightweight pro-
lector— for this new 2l)poinid bab\
possesses a host of engineering
idvances.
Weight and bulk, bugaboos of
:)ortable projectors, ha%e been cut
o a niininiiini by the use of mag-
lesiinn and super-tough plastics,
rhe "Stylist" is a one-case pro-
ector in a luggage type carrying
:ase, and with all accessories
iveighs onlv 28-i)lus poinids.
The amplifier and projector to-
;ether accoinit for lwcnt\ poinids
if the total, rile whole iniit is
jnc 111 tile liglui.^1 pieHsiuii built
ionnd projectors on the market
;oda\.
Educational and industrial
ludio-visual leadeis at the recent
N'.WED Con\ention in Chicago
^ave the St\list their enthusiastic
ittention. It was generallv agreed
that it is an excellent low-cost,
lightweight one case unit, suitable
For small or large audiences, and
especially suited to their needs.
The cost for the complete unit
is S325. Further information can
be obtained from the .\mpro Cor-
poration, 2835 X. Western .\\e.,
Chicago 18.
Camera Mart Announces Line of
Arriflex 35mm Camera Accessories
♦ The C.\mer.\ .M.\rt, Inc. an-
nounces a new line of accessories
for the Arriflex 3,5mni camera.
This is the type of camera used by
Robert FlahertN for the filming of
Q^gw ^[f]©©iocir
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
l.duiiuinii Stiiry. the I'ldit/er pri/e-
winning dociinientar\.
I'lominent among the new ac-
cessories is the Camart .\rri-Tri-
pod with friction head, trombone
t\ pe legs, wide shoulders, sturdy
leg locks and points, together with
a baby tripod for ,$185.
For fine close-up work, the
C'amart lens extension tube nia\
AnifUx
be used with e\ccllent results. The
.Arriflex built-in motor can be
driven with any of the three mod-
els of Camart lightweight plastic
batteries. .A compact non-over-
load battery charger and the Ca-
mart Hi-Hat are also available.
Camart 200 foot magazines are
now in stock as well as a limited
supply of 400 foot magazines.
For further information con-
cerning .Arriflex supplies, write
Camera Marl. Inc., 70 \\est 45th
St.. New Vi>rk C:it\.
Heavy Duty Aluminum-Fibre Case
Announced by Perfection Company
♦ IHf Pfrfk:ii(i\ Sample C^asf
CoMP.\NV of Chicago, manufac-
turers of the FiLMCo line of film-
shipping cases, has introduced a
radical new line of aluminum plus
fibre cases.
The new line is constructed of
hard allov aluminum at the sides
and tough hard \tilcanized fibre
top and bottom. .All parts are riv-
eted with steel cadmium-coated
rustproof rivets and stitched cow-
hide handles and highest ([ualit\
straps and buckles are used thru-
out. .A newlv designed, functional
cardholder facilitates addressing
and shipping.
The FiLMCO line is being pro-
duced in 1 reel, 2 and 3 reels, and
3 to 5 reels capacities, in all sizes
from 400' to 2000'. Record and
lilinsirip shipping cases are pres-
ently being developed.
Information may be obtained
from the Perfection Sample Case
Company, 322 W. \'an Buren
Street, Chicago 7, 111.
Radiant Adds Vyna-Flect Screen
♦ \ vn.\-Fle(:t is the new glass-
beaded fabric developed and in-
troduced by Radiant Manlfac-
TLRING Corp. Ihe new material is
flameproof as well as being treated
so as to be safe from mildewing.
The fabric is \in\l plastic and the
beads are bonded to it ^vith a ther-
moplastic.
It can be used where public
safety requires the use of flame-
proof materials and can also with-
stand tropical humidity. These
are considered two major projec-
tion screen problems.
Write for samples and further
data to Radiant at 2f)27 W. Roosc-
\elt Road. Chiiagci S.
Natco Improves Model 3030 But
Original List Price Unchanged
♦ I HF Xaiio CdMi'AN^ , Chicago
manufactiirer of Kinim sound pro-
jectors, has announced that the
cpialitv of the Model 3030 projec-
tor has been improved but the
company is maintaining the orig-
inal low-cost price of S298.50
which was established in 1948 and
which thev have held since that
time.
Among the features are new
oilite bearings, an improved type
plastic belt, new motor design, im-
pro\ements in the lubrication s\s-
tem. and in the s[)eaker and am-
plifier.
For further information on the
Model 3030, write \.\TCo, 4401 W.
North .Avenue, Chicago 39.
Short Reel of Magnetic Tape
Introduced by Minnesota Mining
♦ The Minnesoia Mining .\nd
M.\NUF.\CTLRi.NG COMPANY lias in-
troduced a new short-pla\ing reel
of "Scotch" sound recording tape
designed for use of radio stations
and business and industry, etc.
The new reel is 150 feet long
compared with standard reels of
000 to 1200 feet. It will provide
three minute playing lime on con-
ventional recorders, or twelve min-
utes on dual ti ack recorders. The
tape is available with either paper
or plastic backings and is identical
to other "Scotch" sound tapes.
Self-Contained Suitcase Model
Announced by Technical Service
♦ Technical Service, Inc. of
Plymouth, Michigan, has an-
nounced a sound motion picture
suitcase-projector, weighing only
40 pounds, yet containing screen,
magazine, amplifier and speaker.
This model carries 800 feet of film,
and with the addition of reel arms
will show up to 2000 feet of film.
The projector has been devel-
oped, according to TSl president
Robert Xevin, to fill requirements
of the educational field and the
needs of business for individual
and group sales work, job training
and labor relations. The cartridge-
type magazine is power-driven to
save the film and to rewind it for
continuous showing. Magazine is
located away from the lamp heat
area and may be changed as easily
as conventional reels.
The TSI 16mm Sound Projector
Xevin states that this new pro-
jector is the result of research in
the suitcase type model which they
have been manufacturing since
1939. There are over 2500 self-
contained luiits now iir service.
During the war TSI manufactured
large continuous photographic de-
veloping and printing machines
for the .Air Force.
The new model is 1534"x223/^"
xl2" with De\'rv mechanism, 800
ft. capacity cartridge-type maga-
zine, uses up to 1000 watt lamp
on 110 volt .A.C. or D.C., lens fast
coated fl.6-2" and f2.0-15mm, five
tube amplifier, daylight screen
13i/2"xl0" and is supplied com-
plete with reel arms.
NUMBER 6 • VOLUME 10 • 1949
47
DeVrv ijchtvvfight I6mm projectors
enroute to the Jam Handy Organization
(the first of 1-100). Sliown above is De-
Vry's x'.p. Ed. DeVry at the Chicago
factory holding one of tlie lightweight
models in this first shipment.
Calvin Company In Production on
16mm Magnetic Film Recorder
♦ Kjiiim s\ ndiionous magnetic
film lecoider is now in production,
it has been annoiniced by The
Calvin Company, of Kansas City.
First machines will not be ready
for delivery until January, 1950,
however.
Sound is recorded on the niag-
netic coating of standard Uimni
motion picture fdni base such as
is available Irom DuPont and The
Minnesota Mining and Manufac-
turing Co. for sound recording
purposes only.
The recorder will run at 72
feet per minute. This speed makes
it possible to record with a fre-
quency response flat from about
80 to 10,000 cycles without the
necessity of equalizing at this
stage. The sound can be equali/^ed
for IGmm printing when it is re-
recorded to 16mm optical film. On
the set all that needs to be checked
is placement of the microphone
and volume level. The recording
is heard through a playback head
at the time it is being recorded so
that any errors can be detected
immediately and the scene re-
made.
The Magnefilm Recorder will
be available for purchase or lease.
Prestoseal Introduces Film Splicer
Using Controlled Heat Principle
♦ A new film splicer for 16mm
and 35mm motion picture safety
film has been introduced by Pres-
toseal Mfg. Corp. The machine,
called the Presto-.Sflicer Pro-
FKssioNAL Model, can also be used
on magnetic recording tape. The
splicer can be used on raw stock,
short ends and processing of film
and eliminates the need for clips
or staples. The machine uses the
principle of controlled heat and
pressure and eliminates the need
of scraping or cementing.
The splicer's overall dimensions
are 9x1 1 i4xl7 inches. The weight
is 17 pounds. Maximum current
consumption is 3 amperes for cycle
period. It operates on 115 volts
50-60 cycles and operation on 220
\olts can be pro\ided.
The price is $498 for the motion
picture or magnetic tape model or
.'S461 for a special model adapted
for microfilm. Additional infor-
mation can be obtained from Leo-
nard A. Her/ig, sales manager,
I'lestoseal Mfg. Corp.. 3801
Queens Blvd., Long Island Citv,
N. Y.
Dunnlngcolor Adds New Models
♦ IHr l)i NMNccoroR CIorpora-
TioN now has available three mod-
els of the Dunning A ni ma tic
Uimm filmslrip projector, Carroll
H. Dunning, president, has an-
nounced. Model .\ has manual
control by electric push-biaton
and sells for|168 FOB Hollywood.
Model B is equipped for auto-
matic or manual operation and
sells for ,?198, Model C has a rear
projection screen with supporting
arms and shadow box and sells for
.$239.25. For further information
write The Dunnlngcolor Corpora-
lion, 932 N. LaBrea Ave., Holly-
wood 38, California.
Lightweight 35mm French Camera
♦ TiiK CAMKRErrr, a liglilweigln
35mm motion picture camera, has
recently been introduced in this
country by its maker, Etablis-
sements Cineniatographiques
Eclair of Paris.
Robert .Sussfield. .American sales
representative for the Camereite
has opened offices at 1472 Broad-
way in New York.
The Camerette weighs but 14
pounds and is operated by bat-
teries weighing six pounds which
are carried on a belt around the
waist. It takes a 400 foot film
magazine.
..Y CO>W««" * „, KIMS'*
FEATHER WEIGHT ■ ALLOWING
SAVINGS IN SHIPPING COSTS
LOW IN COST- LONG IN LIFE
Available at ihe (ineit
distributor! to the trade
in 400' to 2000' sizes
1 reel
2 or 3 reels
3 to 5 reels
Of write to
the orioinators
of the
FILMCO line
PERFECTION SAMPLE CASE CO
322 West Vqd Buren Street • Chicago 7, Illinois
The Ampro "Repeater"
New Ampro "Repeater" Provides
Motion Picture Theatre in a Case
♦ .\n effective television adver-
tising and sales promotion tool
recently made its bow to prospec-
tive buyers in a new role, intro-
duced by the Ampro Corporation.
This new "television salesman"
that may revolutionize the selling
and promotion of television shows
and commercials is the Ampro
"Repeater"— a 16mm sound mo-
tion picture theatre complete in
a lightweight carrying case.
A unique 450-foot endless film
magazine eliminates rewinding,
and a latex projection screen is
said to work wonders for the pic-
ture image. Compact, simplified
controls, full film protection and
complete accessibility make this
projector ideal for pre-testing,
merchandising or selling television
campaigns.
The "Repeater" can be plugged
in, opened up and in less than
a minute a sound movie can be
shown in a normally lighted room.
This model was used for over
eight years for intensive sales work
by an American tobacco concern
before being presented for sale.
Radiant Changes Product Names
♦ Radiant Mfg. Corp. announces
a change in brand name of two
products; the Radiant "Cham-
pion" has been improved and will
now be called The "Deluxe Cham-
pion." Radiant's "DL " portable
tripod screen has been renamed
the "Screeninaster." Designations
for the models (Model K for the
Deluxe Champion and Model DL
for the .Screeninaster) remain.
Craig Introduces 'Fold-Away' Base
♦ Craig Manlfaoitring Com-
pany has now on the market a
new 'Told-Away" base for use
with its line of 8mm and 16mm
Projecto-Editors. The base is made
of light die cast metal and finished
in bronze crackle to match the
Projecto-Editor and splicer finish.
For further information write
Craig Manufacturing Company,
1053 South 01i\e .St., Los .-Viigeles
15, California. '
48
USINESS SCREEN MAGAZINE
'Ictor Animatograph Holds Two Day
lales Conference at Factory
> Mcmlnis ol ilio VicioR Anima-
OCRAPH CoRl'tlK.MION lloIUC office
iiid field sales siatl completed a
wo-day sales meeting last month
It the company's new plant and
)ffice headquarters in Davenport,
owa.
The meeting was held to review
ales progress and to discuss plans
or future selling activities.
Field men who attended the
iieeting included H. O. Jones,
ice-president in charge of eastern
ales; A. ]. McCHelland, midwest
ales manager; Walter C X'ance,
:;hicago sales manager; and Wil-
)iu' A. Gillum, Jack Conlon, Kal-
iian Spelletich, Jr.. Dan Stoelting,
ohn Greenwood and Horace
ionsteel, all field sales rcpresenta-
ives.
L. V. Burrows, vice-president
:nd general sales manager, was in
harge of the sales conference.
4ew 16mm Continuous Projector
► The Van Df.r .Schalie Corpo-
:ation has started production on
. new model of its self-contained
ontinuous 16mm sound projector
Lsing the Contimovie driven re-
vind.
The Van Der Schalie projector
ieighs 37 pounds, has a film capac-
ty of 400 to 1000 feet and uses
he .Ampro Compact projection
lead, amplifier and speaker.
It provides a bright image 12 by
6 inches in broad daylight with
ts 1000 watt lainp. Other inter-
sting features are push button
taning, easy set up, aiuomatic
hut-off in case of film breakage,
orced draft himiidification and
ooling, dural case.
7oldE Ships Model to Ethiopia
V That most imperial potentate,
i^mperor Haile Selassie of Ethio-
)ia, who counts among his hob-
lies the projection of slides, has
)een shipped a GoldE "Master"
Jrojector, in fulfillment of an
)rder from GoldE's Ethiopian
listributor. With majestic fore-
ight, .Selassie also requested a
pare lamp.
ANFA-NAVED Service Award to
W. K. Hedwig of Nu-Art Films
♦ .\ l)ron/e plaque was presented
to Mr. William K. Hedwig at the
ofiening meeting of the ANFA-
N.W'El) flonxeution in Chicago
for "outstanding service to the
I6nim film industry." Mr. Hed-
wig is one of the foimders of
,-\NFA as well as founder and
president of Nu-.\rt Films, Inc., of
New York City.
The plaque was inscribed as
follows:
"National 16mm award pre-
sented to William K. Hedwig,
foimder and past president of
.\NF.A, in recognition of his out-
standing and unselfish service to
the 16nim motion picture indus-
try. His tireless activity through
the many years as producer, dis-
tributor, laboratory and film li-
brary operator set a noble example
of enlightened interest in this
industry and the public it ser\cs."
Kodak Revises 'Slides' Booklet
♦ The Kodak Data Book, Slides,
has been revised for a new edi-
tion by the Eastman Kodak Co.
Major revisions include expansion
of the section on making Koda-
chronie title or graph slides, en-
larging the section on making a
slide presentation and bringing
all material in the booklet up-to-
date. Suggestions on planning
slide sequences have also been
added.
Slides is available through pho-
tographic dealers and is priced at
35 cents.
Electric Pointer Is Introduced
♦ Williams, Brown X: Earle,
Inc. of Philadelphia, Pennsylva-
nia, have introduced an electric
pointer. .\ press of the switch but-
ton throws a point of light on the
subject being discussed. The
pointer consists of a case and bat-
teries with a built-in optical sys-
tem xvhich permits focusing from
any location. The speaker can
easily call attention to any part of
the illustration without moving
from his original reading or lec-
turing position.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment (or
ISmm & 35mm ;
cameras ;
Animation Equipment :
MOTORS for
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John Clemens — trwin Harwood ■
NATIONAL CINE EQUIPMENT
INC.
20 WEST 22nd ST., NEW YORK 10, N.Y,
RENTALS — SALES
— SERVICE
Eyemo, Mitchell,
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
HOUSTON Color Laboratories
FILM STRIPS
ANSCO COLOR
FASTEST SERVICE LOWEST PRICE
HIGHEST QUALITY
OTHER
SERVICES
INCLUDE
ic Film Strip Masters,
■if 3Smin copies from 3Smm
^ or 1 6 mm Motion Picture Films,
^2x2 Color Copies
THE HOUSTON COLOR LABORATORIES
11807 West Olympic Boulevard
LOS ANGELES 25, CALIFORNIA
BRadshaw 24331
Cable: HOUSCORP
Model VP-2 illustraled obove.
Model PT-1« Junior size, }BV*' wheelbose.
mumt u
3049 E. GRAND BOULEVARD
MAKE ANY ROOM
A PROJECTION ROOM
with
"Roll-it"
The first projector table
equipped with brakes
Height 38" Wheels 4"
Length 30" Wheelbase 22'/."
Width 1 6" Weight 32#
<MKm FOR
ILLUSTRATBD fOLDCR B- 12
COMPAHY
DETROIT 2, MICHIGAN
MUMBER 6 • VOLUME 10 • 1949
49
The Carpet Viewer ni At (inn
Carpet Viewer Shows Color
Slides for Retail Demonstration
♦ A new iccliniqiie lias ijccn in-
troduced in the retail merchandis-
ing of floor coverings in the recent
use of The Gulistan Carpet
Viewer. An automatic slide pro-
jector (the La Belle model 301)
has been housed in an attractive
cabinet. The film is controlled
with a remote control push button
slide changer. The luiit also con-
tains a built- in plastic screen, size
15"xl9".
The cabinet has been especially
designed for indirect rear-view
screening, thus eliminating the
necessity for darkening the room.
3,5mm color slides project individ-
ual rooin scenes or carpet patterns.
The customer or salesman can
show the scenes for any length of
time and then change the slide by
pressing a remote control push
button.
The unit has been made to ac-
commodate groups of up to ten
people and is portable so that the
projector may be removed from
the cabinet for viewing slides in
the customer's home. Full color
35nim slides illustrating the Gulis-
tan lines and selected room in-
teriors are made available to re-
tailers through A. & M. Karag-
heusian. Inc.
Vitacolor Laboratories Plan to
Double Film Handling Capacity
♦ The ViTAfjoLoR Laboratories
are now handling daily 216,000
feet of film and expect a capacity
of more than 500,000 feet per day
will be attained after the comple-
tion of additional processing ma-
chines now in consiruttion.
Vitacolor is printed from three-
color separation negatixcs. In
jjrinting from Monopack camera
film to Monopack ]jrinting fihu.
there is generally a loss of cpialil\
due to lack of contrcil o\cr con
trast. The Vitacolor process (<in
trols the contrast completely. AKo
Vitacolor produces top c]uality col-
or release prints from black and
white color .separation negatives,
permitting valuable original films
to remain safely in the vault.
Slidefilm prodticers who ha\e
conventional color masters may
order any amount of footage with-
V'MACOroK LAIlORATORirS IN
Ifollywuncl announce expan-
sitni of farililies to handle
nunc than half mitliun feet of
II lease printing daily (see col-
umn one heloie).
oiu additional wear to the color
master because the Vitacolor proc-
ess makes separation negatives
from the master, and all color
printing is then done from the
separation negatives.
James ). Bradford, owner of
Vitacolor. has spent the last ten
years in research on the new three-
color process.
* * *
Eastman Reports Earning Drop
♦ EAsr^L\^' Kodak C(l^^■A,\v re-
ports earnings for the hrst part of
1949 dropped 21",', as compared
to earnings Im iln same period in
1948. President Thomas J. Har-
GRAVE pointed oiu in the mid-year
report to stockholders that earn-
ings were .$1.03 per share com-
pared to $2.24 for the correspond-
ing period in 1948.
The companv now has almost
.'j5,000 stockholders. This is an in-
crease of aboiu 3,000 since the be-
ginning of the year, .\bout 1.500
hold ])referred shares and the vest
common. Reversing the six-month
lower trend, however, were news
reports from Rochester at mid-
September that some departments
The mark of
quality in lamps
">u;>^'^
PROJECTION • EXCITER '
SPOTLIGHT • FLOODLIGHT
MOTION PICTURE PROOUCTION
RflDlflNT
LAMPS
RflDlflNT LAMP CORPORflTION
300 Jelliff Ave., Newark 8, NJ.
at Kodak had gone on an over-
lime work basis.
S.O.S. Executive Donates Five
Projectors to State of Israel
♦ )(>si FH .\. Tannev, president of
S,0,.S. Cinema Supplv Corp., has
announced that his firm is giving
five 35mm prcjjectors to the state
of Israel to be used in the train-
ing of Israeli army units. The
equipment is valued at $2,500. Mr.
Tanney suggests that others in the
A-V field may ha\e excess new or
used machines. They are badly
needed by the new state, and con-
tributions may be sent to him if
desired or to Materials for Israel,
Inc. of New York City.
Construction Operations Begun
on New Miami, Florida Studios
♦ Contractors are starting to re-
model the Amelia Earhart airport,
located just outside Miami, Flori-
da, into what is claimed to be the
largest motion picture studio on
the east coast.
The new studio's operation,
headed by Jack Goldberg, is being
incorporated under the name of
Hialcah Motion Picture and Tele-
vision City. New York offices are
at 1(550 Broadway.
Three hangars on the property
are to be converted into sound
stages, while administration and
other buildings will be made into
dressing rooms, wardrobe rooms,
property rooms and shops. In ad-
dition, several permanent outdoor
sets will be erected and main-
tained.
Film Center Stages 481 Showings
For Washington D.C. Newspaper
♦ Last sunniier I HE Film t:LNTER
of Washington D.C. arranged tor
481 showings of free pictures over
a ten week period as part of a
promotion campaign for the
Washington, D.C. Evening St.\r.
The films were shown in some
eighty playground and recreation
centers to an audience totalling
in all 183,850 children and adults.
C. T. "Toby" Chandler of The
Film Center was in charge of the
project. The films shown were
mostly shorts and the schedule was
mentioned every day in the Star.
Community Chest Uses Slidefilm
♦ Sarra Inc. has produced a slide-
film Let's Take a Businesililie
Liiiik til Community Chest which
will be used in the Community
Chest drive in Milwaukee, October
10-27. The film is aimed at busi-
ness leaders, stressing the role of
Connmniity C:hest member groups |
in allexiating human sullering ancT j
in building a belter eiimmunilN in
which to li\e. i
50
USINESS SCREEN MA&AZINE
Film and Record Cases
Designed for Your Needs
Your ideas, based on your own require-
ments, plus our long experience will re-
sult in cases that are just right for you.
«cial cases
signed and
itt to meet
Ktal condi-
This film and record case, for Coca-
Cola, is but one of many special
cases we have produced. In fact,
our business is special carriers,
which we can produce on time and
di realty low prices. Send us a di-
mensional sketch of what you need
and we will design and bid prompt-
ly. No obligation, of course.
PANDORA PRODUaS CO.
9S9 Eton Road
BIRMINGHAM. MICHIGAN
Cinema Research
Largest Independent Optical
Printing Concern on the West Coast
MORE EQUIPMENT
FASTER SERVICE
. . . featuring
OPTICAL PRINTING-
COLOR or BLACK-\^ KITE
16 to 35mm BLOWUPS
35 to 16mm REDUCTION
16 to 16mm :\IASTERS
SPECIAL EFFECTS-
Any type of effect desired if possible
with the finest equipment in the motion
picture industry.
TITLE and ANIMATION
Camera service for television, slide film
master?.
We are specializing on Ansco
color and Dupont 3-color
bloii'Ups from I6mm to 35mm.
CINEMA RESEARCH, Inc.
HAROLD SCHEIB, Pres.
7000 Romaine HU 2-7464
Hollywood 38, Calif.
BIRD & SON SPONSOR A FILM
Sponsor: Bird ><: Son. liu. Title: Proud hut
I'xKtuol. Producer: Ba\ Stale Fihn I'ro
dudions. Inc. .-Vdveriising .4gency: H. !>.
Hnin|)hrcv Cio.
•k Proud but Practical is being used as tlie
main clement of a new merchandising cam-
paign for Bird S: Son, Inc.. manufacturers of
floor coxcrings and roofing. The film aims to
stimulate enthusiasm in the sales force by
presenting an intelligently thought out pro-
gram which will help close more sales. It
demonstrates that Bird & Son products meet
exacting standards of interior decorators, and
illustrates ways to encourage tlie homemaker
to keep in step with modern decorating trends
in floor coverings and design, and make her
home a thing of beauty.
Here's Story of "Prold blt Practical "
The story of Proud but Practical calls atten-
tion to the fact that Bird floor coverings meet
all the requirements of beauty, long-life, easx
upkeep and low cost. Jim Blake and his wife
are planning to buy and refurnish an old
homestead. They want to leave their furnished
apartment in the city, bin think they can not
afford to buy and furnish a place at the same
time. On a fishing trip, a friend tells Jim he
had the same problem and refers him to a
Bird salesman.
The salesman shows Jim and his wife the
new Bird Color Schemer. This sales device
is a series of drawings of rooms in the average
home with the floor patterns die-cut, so that
sample color lithographs of popidar Bird floor
covering patterns ma\ be inserted in the floor
area. .\pproximatel\ a dozen of the many
Bird patterns are included with the booklet.
Jim and his wife then fill in the colors for
drapes and slip co\ ers to match the floor cov er-
ings. The picture ends with their deciding to
buy the house and shows them using the Color
Schemer to pick out wall paper patterns, slip-
covers and other details.
Xow Showi.ng to Dealers, Distribltors
The film is being shown at dealer and
distributor meetings. Bird &: Son. Inc. feel that
it is doing an excellent job in illustrating to
their dealers, the approved techniques of dis-
playing Bird rugs and floor coverings, and
the way to do an effective selling job in todav s
competitive market.
In prodlctio.n at Bay State studios on the new
new Bird ^ Son film rei'iewed above.
Rings
the Bell
without Bell
Ringing
No bell signal needed to change
pictures with new Illustravox Auto-
matic—no interruption of your
training message. For details write
ILLUSTRAVOX. 2133 Bueter Rd.,
Fort Wayne 4, Ind.
DIVISION OF THE Ivlaqnavos COMPANY
FILM PROTECTION
The only film protection that pro-
vides a slippery-smooth surface
for easier trouble free projection
Gives Your Films
Extra Mileage
^ Guards against
scratches, wear and
climatic changes.
" Keeps films flexible
— reduces breakage
' Protects the sound
track
500% INCREASE IN LIFE
Sdve-Kote is a scieniific process that covers
any. 8, 16 or 35mm film with a tough, im-
pervious coating that protects and preserves
your film against dirt, dust, scratches, finger-
prints, abrasives, excess heat, extreme cold,
oil or high humidity. Save-Kote contains no
injurious chemicals and cannot affect the film
In any way. Can be applied to any fllm-^
new or used — color or blactt & whl'e.
Save-Kote is inexpensive! $1.25 per 400 ft.
reel. Special quantity discount on large
orders. Minimum order $2.50
SAVE-KOTE YOUR FILMS TODAY!
DEALERS-DISTRIBUTORS: Valuable tern+ortes
still available! Write today for complete in-
formation about the Save-Kote plan.
AMERICAN FILM REGISTRY
Save-Kote Division
28 East Jackson Blvd. Chicago 4, Illinois
DUMBER 6 • VOLUME 10 • 1949
51
■I
;ni;ed. and specified as standard equipment by
leading manulacturets o( 8mm and
16mm cine piojectors. and
35mm slide projectors
SOMCO short focal lenglh (wide angle) piojection lenses
will produce lull-screen mages al short range. SOMCO
long focal length proieclcon lenws are recommended
lot "long tlitow" protection in tianquel tiati?, elc.
;■ , Specify make and mode! ntimbet of
'"■■''[ ptojector when ordering
p SIMPSON OPTICAL MFG. CO.
^ 32O0 W. CARHOtl AVE., CHICAGO 24, lU OC
FOR PERFECT PROJECTION...
SPECIFY SOMCO PROJECTION LENSES
Have you seen pages
42-43 of
liiirke & James' new photograph-
ic catalog? Every moviemaker
should have a copy!
Write for
yours today— free!
BURKE & JAMES,
INC.
321 S. Wabash
Chicago 4
PRODUCERS!...
ATTENTION!
Solidly established writer - director,
presently associated with major film
company, desires new affiliation.
Write, or wire BOX 902
BU.SINESS SCREEN MAGAZINE
812 N. Dearborn St., Chicago 10, 111.
SPONSORED SPORT PICTURES
(CONTINUE!) FROM PAGE THIRTY-FOUR)
infertile sand. This is good writing and
superb photography.
The biggest fish of the trip was caught,
of course, by Marian, who is a right attrac-
tive gal in her checked shirt, levi's and hip
boots. When the narrator gets back to New
York he receives the beautifully mounted
trout, neatly labeled (with apologies to one
of those magazines) , "Never underestimate
the power of a woman".
The first part of Fishing in Alaska, run-
ning about 27 minutes, is completely non-
conmiercial. Tliere is a single opening title
credit, but no other mention or picture of
Nash. At the end, and not directly integrated
with the rest of the picture, is a three min-
ute commercial showing how the Nash bed
works, the accompanying window screens,
weather eye air conditioning, large gas tank
capacity and other features of Nash as the
sportsmen's Dream Car.
Making the "Commercial" Palatable
This disassociated commercial is an in-
teresting and little used technique in spon-
sored films. Most pictures for consumer show-
ings are frankly commercial all the way
through; slyly "non-commercial" but full of
scenes of the sponsor's product; or "educa-
tional" in the sense of explaining how the
product is made. All of these techniques
are all right and acceptable to the consumer
if done with a little taste. The Nash "radio-
style" end-commercial comes just at the point
when audience reaction is most favorable—
which seems to be an excellent idea in this
case.
Larry Madison, photographer and director
partner of MPO Productions, spent three
months in Alaska on this and a forthcoming
Nash picture, Big Game Hunting in Alaska.
His weather problems in the Aleutians ranged
from fair to very bad; heavy clouds and
fog stymied him for two days out of every
three. Madison has been shooting outdoor
stuff for years, though, and his own "weather-
eye" gauged some magnificent color photog-
raphy most successfully. The title, with the
beautiful speckled side of a rainbow trout
making up the background, is but one of
the nice touches in the film. Another is the
narrator, Joe Julian, who sounds somewhat
like Henry Fonda and is as natural as if
telling the story from a cracker barrel in the
village store.
Script Authored by Ed Zern
Ed Zern, author of several fishing books,
and an executive of Geyer, Newell & Ganger,
(continued on the following pace)
HERE IS A BUY! !
MITCHELL STANDARD 3 5mm CAMERA
3 lenses, vlewfinder, 2 mogazines, 24 V t>g% m f%m
inofor. Fine condition. Fully guaranteed. 5"#l UR
Complete, only U"f WW
S. 0. S. CINEMA SUPPLY CORP.
Depl. H. 602 Wesl 52nd Si., Nex York 19. N. V.
A Sales Training
Program?
Or should you be?
An accepted, prime tool of sales
training is the sound slide film,
properly backed up with Meeting
Guides and other integrating
material.
We make them for:
Lily-Tulip Cup Corporation
Johns-Manville Corp.
Singer Sewing Machine Co.
E. R. Squibb 8: Sons
The New Haven R. R.
Empire Crafts Corp.
Robert Reis &; Co.
Bigelow Sanford Carpet Co.
Remington Rand Inc.
National Coal Association
Westinghouse Radio
Write or phone: COlumbus 5-7621
245 West 55 th Street
New York 19, N. Y.
POINTER
PROJECTSiRISHT^
ARROWHEAD:Hr
Bright arrowhead clearly points
out subject matter on screen!
Bright light! Light weight! Fits
your hand! Send check or money
order today!
DIMIRS WANTED
TEACHERS
LECTURERS
DEMONSTRATORS
No more wooden stick
pointers! Use the Optical
Pointer from onywhere In
room!
PATENT
APPLIED FOR '
PENBERTHY INSTRUMENT COMPANY
Dept. 16, Spokane, 12, Washington
CAMERAMAN WANTED
Cameraman on 16mm. Kodachrome
and black and white. References,
samples of work will be required.
Address Box 901
BUSINESS SCREEN MAGAZINE
812 N. Dearborn St., Chicago 10, 111.
52
BUSINESS SCREEN MAGAZINE
for price an J qucility
COMPCO
precision manufactured
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . , .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
5<*c Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
EDL SOUND READER
Used with Rewinds For Editing
1 6mm and 35mm Sound Film
*■ Completely self coniatneil, P\( Speaker, \uluinc
control, off on switch, eic. all inside compact
6^6" H X 6" W X 6" deep case. Weiglit 7 11>.
ir 3\V audio power.
* Operates on 117\" 60 c\cles A.C.
* No Fly Wheel— instant start and slop, with no
damage to film.
* Price $185.00 net F. O. B. Chicago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16,
((ONIIM ll> IKOM llll I \<:l\(, I'ACE)
llic N'asli agciR), wrote iIk' scripl. .\lllioiigh
the notion that sportsmen's audiences are
inO"^ masculine is not completelv true, Zern
li.is wisely incorporated a s-ood woman's angle
111 ilu- pitch thai the liiilc lad\ is as good
a >portsman as the men.
N I'hfrk .\ .Sports Fii.m .\i dunck?
(Jnc of the fallacies that confronts com-
mercial film sponsors in seeking outdoor mind-
ed audiences is the idea that only organized
sporting groups are interested in sports films.
.\lthough there are over 15,000 organized
sportsmen's clubs in the United States (147
in Cionnccticut and 170 in Wisconsin, for
example) , and these are jirime targets for
s|)orts appeal sales promotion of non-related
products as well as actual hunting and fish-
ing equiment. it is a good bet that most
audiences contain a fair proportion of an-
glers or nimrods whether in \eterans', ci\ic,
grange, school or even women's groups.
It might be said, however, that the propor-
tion of outdoor clubs owning projection
ec]iiipment is fairly low, but using a chicken-
egg analogy, so has the supply of reallv good
sports films been low until recently. Or-
ganized sports groups ^vould seem to be an
excellent sales target for projector manufac-
turers, as well as for sales promotion minded
non-related business firms.
Piper Cib Film Selijs Winced A.ngling
The Piper .\irciaft Corporation and the
Edo Corporation, makers of seaplane floats,
joined together last year to sponsor TI'/Hgs
For An Angler, an interesting ne^v color and
sound film on trout and salmon fishing in
Xewloundland.
Lee Wullf, a well known hiuiiing and fish-
ing expert, purchased a Piper Cub with Edo
floats two years ago. Fi\e weeks after his
first flying lesson, he took off from his New
\ork state home with his ten year old son
on a thousand mile trip to N'ewfoiuidland.
irn;g5 For An Angler is the pictorial record,
made by Wulfl himself, of the successful trip.
\\'ulff wrote and narrated the film, which
includes spectacular shots of rugged Xew-
foinidland scenery and the phenomenal fish-
ing results of the trip. Prize catch of the trip
was a 42 inch, 30 poiuid salmon, caught
with a 'ZVi ounce leader. Edo Corporation
rents die 18 minute film at S3 per showing
or S5 per week.
MPO Prodktion Crew (and tasl) on loitition
during filming of "fishing in Alaska".
Producer. «/ SLIDE FILMS
• (^ofor
•E/ad
35 mm
SLIDES
ana
White
FILM
STRIPS
"Individualized Serv-
ice" customed to your
mos.- exacting f equire-
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DUPLICATIONS
Any Size Transparency
In Any Quantity
none too large.
Prompt, courteous at-
tention.
Masters made from
originol artwork —
and duplications.
Detailed SERVICE
PRICE LIST on re-
quest. V/riis, phone,
wire —
SLIDE
MOUNTING
Glass or Readymounts
CUSTOM MADE
COLOR PRINTS
Wash Oft Relief - Carbro
OVER 50,000.000 SLIDES PRODUCED
mimCoLfiLim.
LABORATORIES:
424 EAST 89th ST., NYC. SAcramenlo 2-4894
NEW YORK OFFICE; 1 8 EAST 42nd ST. VA. 6-2900
CHICAGO OFFICE; 30 W. Washinglon St. Fl. 6-4450
THE MART MESSAGE
The new B-22
HALLEN RECORDER
S>-nchronous for 16 and 35nini cameras
Two channel mixer and dialogue equalizer
30 to 10.000 cycles— Immediate playback
Perfect piano recording
COLORTRAN LIGHTS
High intensii\ on lou amperage
Spot— Grover— Senior Kits
Grip diffusion kits for studio and
location. Send for circular.
CINE-SPECIAL with 4 lens turret. M-H finder. Yolo
automatic dissolve, sunshade and filter holder,
case $895.00
MAURER CAMERA with wide angle f2.7 and 1" fl.9
lenses. 1^-400 ft. mags, 110 v svnc and 12 v DC motors,
sunshade and filter holder. B-M finder, tripod, carry-'
ing & accesson. cases $2900.00
CAMART MIKE BOOM, 13 foot boom arm. folds to
fit in your car §261.85
CAMART TRIPOD with narrow head for Cine-
special or wide base for other cameras, free head SI 10.00
PORTABLE GENERATORS for outdoor use. 2500 or
5000 Avatt capacity. Write for details.
BUY - SELL - TRADE - USED EQnPMENT
WRITE FOR MART MESSAGE
THE
CAMERA
• MART INC.
70 WEST
45th ST.
NEW YORK
19, N. Y.
CABLE ADDRESS-
-CAMERAMART
WORLD-WIDE SERVICE
UMBER 6 • VOLUME 10
19 4 9
53
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 AUyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Fix Film Service, 34 E. Putnam
Ave.. Greenwich.
Eastern Film Libraries, 148 Grand
Street, Waierbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton f).
P.uil L. Brand & Son, 21,53 K St.,
\V.asliinglon 7.
The Film Center, 91,5 12th St.
N.W.. Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton. 6. D. C.
• MAINE •
I). K. Hammett, Inc., 620 Congress
St.. Portland 3.
• MARYLAND •
Folkemer Photo Service, 927 Po|>
lar Gro\e, Baltimore 16.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cinnberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 1 16 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert & Kelly, Inc., 134 Mid
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St.,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Association Films, Inc., (formerly
Y.M.C.,\. Motion Picture Bu-
reau) 35 West 45lh Street, New
York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Bioadway, New York 19.
Mogul Bros., Inc., 112-114 W. 48th
St.. New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Dimcan, James E., Inc. Motion
Picture Service. 186 Franklin
Stifct. Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Ideal Pictures Corp., 207 East 37th
Si.. Nfw ^'oik U).
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Lippincott Pictures, Inc., 4729
Ludlow St.. Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar-
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Shar]isville.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, I'. O. Box 703.
Charlcsion 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birniingham 1.
Stevens Pictures, Inc., 526 20th
St., N.. YMCA Bldg., Birming-
ham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
.Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
.Ave.. Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
.■\ve., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFayette St., Tampa.
• GEORGIA •
Calhoun Company, 235 Ponce De
Leon .\\c., N.E., .Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn .Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St.. i\. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Stanley Projection Company,
2111,4 Murray St., .Alexandria.
Southern Pictures Company, 1024
Bienville St., New Orleans.
Stirling Visual Education Co.,
1052 Florida Street. Baton
Rotige 8, Louisiana.
Ideal Pictures Co., 3218 I'ulane
Ave, New Orleans 19.
Delta Visual Service, Inc. 815
Po\dras Si.. New Orleans 13.
HarFilms, Inc., 600 Baroniie St., j
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St.. Jackson 1 10.
Jasper Ewing & Sons, 227 S. Slate
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave., Raleigh.
• SOUTH CAROLINA •
Palmetto Pictures, Inc., 719 Sa
luda Ave.— At Five Points, Col-
umbia 11.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107. Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Uldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.Avenue, Memphis 3.
Southern Visual Films, 687 Shrine
Bldg.. Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St..
Richmond 19.
National Film Service, 202 E.
Gary St., Richiuond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Lithe-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main \
St., Litile Rock. I
• ILLINOIS • i
American Film Registry, 28 E.
Jackson, Chicago 4 — HAr 7-
2691
Ideal Pictures Corp., 28 E. 8ih
St., Chicago 5.
Jam Handy Organization, Inc., ,
230 N. Michigan Ave, Chicago 1
McHenry Films, 537 S. Dearborn,
Chicago 5.
Midwest Visual Equipment Co.,
6961 N. Claik St.. Chicago 26.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
54
USINESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
nank Mocioii I'iciuies, filt \.
Skiiiktr liUtl.. St. Louis 5, Mo.
ssmiaiioii Films, Inc., (formerly
V..M.C.A. Motion Picture Bu-
reau), 20(j S. .Miihigan \\t..
C;iii(ag<) 3.
• INDIANA •
deal Pictures, 12 H I'eiins)!-
vania St.. Indianapolis 2.
idiana Visual .Aids Co., Inc., 726
N. Illinois St., Indianapolis 6.
urke's Motion Picture Co., 434
Lincoln Way West, .South
Bend 5.
• IOWA •
rait .Sound Films, Inc., 720 .'ird
A\t'.. S.E.. C.idar Ra|)idv. loua.
yan Visual Aids Service, 40911
Harrison St., Davenport.
• KANSAS-MISSOURI •
ansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St..
Kansas City 6, Mo.
:lect Motion Pictures, 1326-.-\
Oak St., Kansas City 6, Mo.
rker Bros. Optical Co., 610 Olive
St., St. Louis 1.
vank Motion Pictures, 614 N.
Skinker Bl\d., St. Louis 5.
• MICHIGAN •
Dsmopolitan Films, 3248 Gratiot
.\ve., Detroit 7.
Qgleman Visual Education Serv-
ice, 4754-56 Woodward .Ave.,
Detroit 1.
un Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit II.
apital Film Service, 224 .Abbott
Road, East Lansing, .Michigan.
ocke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
leal Pictures, 301 W. Lake St.,
Minneapolis 8.
[idwest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3: also 26 \. First E Du-
luth 2.
ational Camera Exchange, 86 S.
Sixth St.. New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
ockard Visual Education Serv-
ice, 102.") North Main Street.
Akron 10.
alph V. Haile & Associates,
215 Walnnt St., Cincinnati.
.Manse Film Library, 2514 Clifton
."^xe., Cincinnati 19.
.•Vcademy Film Service Inc., 2300
Payne .\\e., Cleveland 14.
C:ari)enter Visual Service, Inc.,
13902 Eudid .\vc.. East Clcxc
land 12. Ohio.
Fryan Film Service, 3228 Euclid
.Ave.. Cle\ eland 15.
Sunray Films, Inc., 2108 Payne
.Ave., Cle\ eland 14.
Jam Handy Organization, Inc.,
310 Talbott Building. Davton 2.
Twyman Films, Inc., 29 Central
.\\e., Davton 1.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles .\ve., S. E., Massillon.
Gross Photo Mart, Inc., 524 Mad
ison. Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 X.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 \V. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig .A\e., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd..
Beverly Hills.
Camera Craft, 6764 Lexington
A\e., Hollywood 38.
Coast Visual Education Co., 6058
Sunset Bl\d., Hollywood 28,
Holhwood Camera Exchange,
1600 \. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los .Angeles 5.
Jam Handy Organization, Inc.,
7046 Holivwood Bhd., Los .An-
geles 28.
Raike Company, 829 S. Flower
St., Los .\ngeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.\ssociation Films, Inc., (formerly
V.M.C..\. Motion Picture Bu-
reau), 351 Turk St., San Fran-
cisco 2.
C. R. Skinner Manufacturing Co.,
292-294 1 urU St, San Francisco 2
Shadow Arts Studio, Wickcndcn
Bldg., P. O, Box 471, .San Luis
Obispo.
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Dcrner 2.
Home Movie Sales Agency, 28 E.
Ninth Ave., Denver 3.
• IDAHO •
Howard P. Evans. .Vudio-Visual
Equipment, 305 .\. 9th, Boise.
• OKLAHOMA •
V'aseco, 2301 Classen, Oklahoma
City 6.
H. O. Davis, 522 N. Broadway.
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.\\e.. Tulsa 5.
• OREGON •
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th .Ave., Portland 5.
Moore's Motion Picture Service,
306-310 S. W. Ninth Ave., Port-
land 5.
• TEXAS •
-\ssociation Films, Inc.. ( formerly
V..M.C..\. Motion Picture Bu-
reau), 3012 .Maple .Ave., Dallas
4.
.Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 X.
Haskell. Dallas 1.
Ideal Pictures, Inc., 4000 Ri)s>
A\i„ Dallas 1.
Visual Education, Inc., 12th at
Lamar, .Austin: .Also, 2010 X
Field St., Dallas 1; 3905 S. Main
St., Houston 4.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717.
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Fcmple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place. Salt Lake City 1.
• WASHINGTON •
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
• HAWAII •
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
Ave.
Branches:
Edmonton. Aha., 10022 102nd
Street
.Montreal, Quebec, 263 Craig St.
West.
Moncton, N. B., 212 Lutz St,
Toronto, Ont,, 156 King Street
West.
X'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg,
St. John's. Xfld., 445 Water St.
Radio-Cinema, 501 1 Verdun Ave.,
Montreal, Quebec.
FOREIGN
Dislribuidora Filmica Venezolana,
De I6M.M., S..A., Apartado 706
Caracas, Venezuela, S..A.
Insular Film Exchange, Room
312, De Leon Bldg. Rizal .Ave.
Cor. Raon Manila Philippines.
There's An Audio- Visual Specialist in Your To^vn!
* Contact the specializing dealers listed in these pages
lor dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
\'isual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
UMBER 6
VOLUME 10
55
For 16mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE, INC.
7315 Carnegie Ave., Cleveland 3, O.
Phone: Endicott 2707
Wiu^ ^W lei m& c^uoie
ifou on ipu^ ne^i j^uU
cala^, io-und. m-otia-n
£a*n
P.S. liJe p-imMce &«-
celleini jjilm4. »n madedi
Lddcf-eU.
SAM ORLEANS
AND ASSOCIATES, INC.
• II StericlcSldg } 1 1 W. Cumberlonri
Memphii Knoxv'illc
Phone 37-5800 Phone a-909«
TENNESSEE
MASS COMMUNICATION
(CONTINUKl) FROM I'Af.K 39)
lui liiither reseanli. llu- stiiclits
ucR- rigidly contioikil and the
Imdiiigs arc |)icseiucd as "fiicral
/M'/>"//"'«'i— liiohlv Mifjucslablo h\-
|icithtscs, however, lor the practical
audio-\ isiial producer or user.
The first stud) reports the over-
all relative elfectiveiiess of sound
film and strip film. Those data
show reliable evidence of learning
from both forms ot instruction,
liHi llicri- i.s nil reliable evidence
lliiil iitlier f<ii III is superior to the
oilier. The same results were ob-
tained with groups of more intelli-
gent men and less intelligent men
tested separately.
The second study compared the
relative effectiveness of the two
mediums for each of the main
topics covered in the instruction.
The topics were concerned with
map reading: distance and direc-
tion, a/inuiths, contour maps and
ele\ation. These topics are com-
parable in nature to the typical
knowledge and skills presented to
business and industrial employeis.
.\gain the stuch shows no statisti-
cally reliable superiority for either
experimental group over the other
ill the second and third topics
(both heavily loaded with mathe-
matics). The first topic contains
uuich more general subject matter,
in other words was "easier." For
llie first topic the fihiistrip luas
iiipenur. The level of intelligence
of the men was the same as re-
ported previouslv.
Transfer of Learning: It was
found that in either medium reli-
ance should not be placed on the
audience members to transfer film
generalizations to the specific de-
tails of performance. Precise dem-
onstrations and directions were
found to be much more effective.
Parentheiicallv. college students
leact the same wa\, as do all
emploxed adults. We cannot, it
seems, dish out generalities and
expect people to function on a
job. The "transfer of learning
theory" was dispio\ed by Thorn-
d\ke many years ago. ft is time
to abandon it in business training.
^^osI of the differences on other
points, and they were minor, were
due to the skill of the instructor
and the teadiiiig methodology
employed.
For one topic the motion pic-
luie was found to be superior to
projected stills. The topic was
Map Heading — Contour Lines.
Many of you readers have seen it.
Here the large effect of the motion
])icture was due to the fact that
ill a mo\ ie the objei I being jihoio-
graphed can remain still while the
angle from which it is \ iewed can
be piogressixely altered. For busi-
ness and industrial traineis, there-
fore, // is impoitaiit to note that
where familiarity with three di-
mensional spatial relationships is
important in learning the materi-
al, motion pictures have an inher-
ent adi'antage that cannot be
equaled by filmstrips.
Perhaps the most interesting
aspect of this study is the fact that
on the wliole the two mediums
were often equally effective. The
claims made by many people that
motion pictures always provide
better instruction than that attain-
able with less costly filmstrip are
dispro\ed. ft is apparent that the
lowly filmstrip is not so lowly,
after all. ft is highly probable
that a great many film producers
and professional trainers will re-
cast their thinking with regard to
films after they study this book,
ft is believed by this reviewer,
howe\er, that effective use of film-
strips must he accompanied by
sliilled and effective instructors.
LiiARNiiNG Factual Material
Relation of Learning To Intel-
lectual .\bilily: In the learning of
factual material it was found that
those with greater intellectual
ability learned more, from a gi\ en
exposure than those with less
ability. This is not surprising, ft
does indicate, however, that film
presentations could be aimed more
often at the intelligence level ol
the prospective audience and not
used as a shotgun treatment for
everyone friim top management to
janitors.
Relation of Motivation to Learn-
ing: We all know that the amount
an individual learns depends
greatlv on the degree of moti\a-
tion present. This study found
that by simply atinotincing in
advance that a test of the amoniil
learned was to be given immediatr-
ly after a shozving, the amouiil
learned increased from 66 per cent
to SI per cent. This is a \ erv large
increase for such a sim])le de\ ice.
ft has implications for all em-
ployee training. Practical experi-
ences in nian\ business oriiani/a-
lious ha\e also proxed its effective-
ness.
.\nother motivating de\ ice re-
ported in the study was the use
ol an iiuroductory discussion of
what the film was about, what to
look for, just prior to the showing.
The introduction had the impor-
tant effect of giving significance
to the film— made the men feel it
was worth paying attention to and
to try to learn the contents.
Audience Participation: Many
vears ago Thorndyke found that
little was learned from imitation
or passi\e exposure to subject
matter. 'Fhe present study as well
as others h)und that lecall of veib-
al material is greatly facilitated by
dividing the time spent in study-
ing the material and attempting
to recall it. Active participation is
intuitively used by all practical
trainers. But— applying this prin- ;
ciple to motion picture instruction
presents i>roblems, for members of
motion picture audiences sit back
and receive the instruction pas-
sively.
For effective learning, an active
recitation method is rccpiired, at
frecjucnt intervals, during a film
preseiuation. The motion picture
does not permit this activ iiy. The
filiustrip does — indeed it encour-
ages participation. The implica-
tions here for practical business
trainers is obvious— use strip film,
plus good instructors or utilize all
possible participation devices
wheir using a motion pictuie for
instruction.
However, tlie participation pro-
cedure added little to learning in
tile case of the bright, motivated
men, but considerable benefit was
obtained among the less intelli-
gent non-motivated men. .Since :
high intelligence, strong motiva-
tion and easy material favor learn-
ing, it is suggested that active par-
liiipaiion will coiUribute more as :
(itlier learning conditions become .
less favorable. • i
YOU ARE
a motion picture producer, television produc-
tion manaKer or head of the motion picture
department of an industrial firm or adver-
tising agency. You are lookinK for a Girl
Friday who doesn't know everything, but has
had three years technical training in cine-
matography, direction, editing, writing, tele-
vision production assistant and even clerical
work. too. You need her because she will be
a loyal and cooperative ASSISTANT who
understands your work and is anxious to
learn. You hope she will have a good edu-
cation, neat appearance, and you won't have
to pay her a great hig salary.
YOU HAVE FOUND HER
BUSINESS SCREEN, Box 129
489 Fiflli Avenue, New »oik 17, N. Y.
r:\ n
\:j \:j
i
G5
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OVER-ALL SHARPNESS Integral with the
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TOP TONAL QUALITY The Fidelity Control
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EASTMAN
KODAK
COMPANY
Rochester 4, N. Y
fefelk
TRADE MARK
5 r T ' IT ■ mnr iXi-iJT' ^^^tlj,;
0^ ^^ ^^.
^tiot^tef
t
Professional
Only talents and the skills de\oioped through long
years of experience can assure top performance in
the big leagues.
Only with the support of a well-picked team
trained to work together in fast-moving, hard-hitting
company can you score in a big way.
7^
JAM HANDY
I
^/Z^Oficza^c^fo^
Ge\ A Hif
PRESENTATIONS^^ TR A INING AS S 1 S T A N C E • SLIDE FILMS • TELEVISUALS • MOTION PICT r
NEW YORK IS WASHINGTON!).^ 8 PITrSBUHGH « DETROIT II DAYTON 2 CHICAGO I LOSANGKS
Dislri^)ution: Kev to Commercial Films Fiitii re
I
I S S L E S E \ E \ . \ O L LM E TEN . NO \"ii>I B E K . 1919 . I' K I C E E I E T Y C E NTTT
I N r L L D I N O nNe: ^* FILMS E •» K \ I. I. bV^ I N F "^ S \ \ [) I N D I S T R V NEEDS
11 That's Beautifully Sharp!
YOU SEE IT ALL when your I6nim tilms
are projected with the
IN EDUCATIONAL, business and industry films,
it is not the scene that counts most. It is how
forcefully and how vividly the picture is pre-
sented on the screen that determines whether
or not the scene will he noted and remembered.
Intimate close-up shots — projected with the
RCA "-too" — show the minute parts of a subject
forcefully, exactly, in crisp detail. For example,
the roundness of the dewdrops on a lily ... the
delicate-toned, curved petals, pictured above —
you see them all so vividly ... so lifelike.
With the RCA "400" projected pictures are
G
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VISUAL PRODUCTS
RADIO CORPORATION of AMERICA
CMGIMCERING PRODUCTS DBPARTMBMT.eAMOeM.M.J.
rn CnnntJa: SCA VICTOR Company Limiled, Montreol
crisply brilliant . . . sharply defined to the edges
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Voices, music and sound effects are reproduced
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increases the intensity of the screen image . . .
creates greater interest in the film . . . strengthens
audience response.
RCA "400" JUNIOR. The only single-case standard
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RCA "400" SENIOR. Provides theatre-quality repro-
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MAIl COUPON FOR MORE DETAILED INFORMATION
VISUAL PRODUCTS (Dept 17K.)
Radio Corporation of America
Camden, N. J.
Please send me complete information on the RCA
"400" sound projection.
Name—
Business .
Street
City
-State -
ANSWER TO PRICE RESISTANCE
• BETTER SALES-TRAINING!
•BETTER SELLING!
WELL, "Holiday for Salesmen" is about over! And unless
your firm is the exception, it is faced with the imme-
diate problem of finding— OR DEVELOPING — men who can
really SELL.
During the last 25 years Caravel has worked closely with
many able sales executives in the development of VISUAL
TRAINING PROGRAMS. Not only for NEW salesmen, but for
so-called EXPERIENCED salesmen. And for DEALERS-whole-
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The fact that most of our business is REPEAT business tes-
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\GAIN WE SAY TO YOU-ASK OUR CLIENTS
If you want proof that Caravel Plans get results, check with American Bible Society • American Can Company • Associated
Merchandising Corporation • The Bates Manutacturing Company • The Bell System • Black & Decker Manufacturing Company •
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Oil Company, Inc. • Standard Brands, Inc. • Towmotor Corporation • Truscon Steel Company • or any other Caravel client.
CARAVEL FILMS, INC.
DETROIT, 1336 BOOK BUILDING, TEL W00DWARD1-6617 • NEW YORK. 730 FIFTH AVENUE. TEL CIRCLE 7-6111
^
GREAT INDUSTRIES HAVE GREAT STORIED
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Rule Number One For Television Advertisers
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625 Madison Avenue, New York 22, N. Y.
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Mail This Coupon Today
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Name-
Title-
Company-
Address
City —
-State
Business Screen Nov.
BUSINESS SCREEN MAGAZINE
Get 'em down to fighting weight!
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and operate. Provides natural sound at all
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New Academy Filmosound. Portable, light-
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speaker, now only $474.50.
Send for this
FREE BOOKLET!
Moi'ies Go to Work— tells briefly
and clearly how to use motion
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• Training salesmen
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• Selling your product
, • Increasing production
I Clip out this coupon and mail today to Bell
I & Howell Company. 7108 McCormick Road.
I Chicago 45.
: Name-
Since 1907 the Largest Manufacturer of Professional Motion Picture Equipment for Hollywood and the World
NUMBER 7 . VOLUME 10 • 1949
S.V.E. 'INSTRUCTOR" 800
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
* Fast "Push-in-Slyle" Threading
* Quick Changeover lo 2" x 2" Slides
* Easily Adjusted Aperture
• Newest of SVE Tri-Purpose projectors tak-
ing single and doulile-franie filmstrips and 2" x
2" slides. Threads in quick '"push-in-style" or in
conventional manner. Film advances smoothly
. . . either forward or backward . . . with no
danger of scratching or tearing film.
Semi-automatic slide changer covers Bantam
frame as well as .35 mm. douhle-frame slides in
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quick and easy. New adjustable aperture gives
any size frame from single-frame to double-
frame, with intermediate position for 1" x 1"
square framing.
The optical system is of completely new design
with all elements coated. Price complete with 5"
SVE Wocoted Anastigraat lens and two-tone lift
olT case, $90.
The iVeMi
Audio-Visual Handbook
6th Edition
Revised — Enlarged
Here is a practical guide to
the selection and use of audio-
visual training materials by
Ellsworlii C. Dent. It lias been designed for those who
need brief, general information concerning audio-visual
materials and their sources. Useful for schools, churches,
industrial and other organizations, this book will prove
helpful in organizing an audio-visual program or in mak-
ing existing programs more effective. 224 pages, cloth
bound, postpaid, $3.50.
IT rite /or copy of projector folder B 100 and Hand-
book folder B 4-49. Address request lo Dept. SC-10
SOCIHY FOR VISUAL EDUCATION, INC.
m
^, "p.
PREVIE^V OF CONTENTS
Right off the Reel 6
Notes and Comment 14
Camera Eye: News of the Month 16
Special Features
Disiribiition: Key to the Future 21
Business Screen Camera 22
File Bouery's Youth Movement 27
* » *
Measuring .\uclience Reaction 23
Medicine Pioneers Color T.V 2-1
Iowa "Sells" Football Thrills 26
Case Histories: reports on recent film pro-
grams—including Rexall Drug; A & P:
Link Belt; Bethlehem Steel; Malleable
lion Founders; .Air France; Carnation;
,\merican Bankers .Association 28
The "Voice" Behind Your Film 32
SMPE Heats Reports from Field 42
Departments
111 the Picture Parade 34
Industrial Films Serve Wide Field 36
Television in the News 38
Business Screen Executive 44
New Products: .Audio- Visual Equipment. . 47
Plus: The National Directory
OF AuDio-VisuAL Education Dealers
100 lalt OhU Str**l
^ &u*ifU eoitftoiuUiim
Chicago 11, III.
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Edilor ir Publisher
William Ball, Art Director
Charles O. Press, Editnrinl
Robert Whyte. Circulation
Eastern Editorial Bureau
Robert Seymour, Jr., Enstern Manager
489 Fifth .Avenue, New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone: HEmpstead 3171
Issue Se\en. \'oliime Ten of Business Screen Magazine
published No\ember 5, 1949. Issued 8 times annually
at six-week intervals at 812 N. Dearborn St., Chicago,
bv Business Screen .Magazines. Inc. Phone WHitchall
4-6807-8. O. H. Coelln, Jr., Editor and Publisher. In
New York: Robert Seymour, Jr., 489 Fifth Ave. Tele-
phones Riverside 9-0215 or MUrray Hill 2-2492. In
Los Angeles: Edmund Kerr, 6605 Hollywood Blvd.
Subscription $3.00 (domestic): $4.00 foreign. Entered as
second-class matter May 2, 1946, at the post office at
t;hicago, Illinois, under An of March 3. 1.S79. Entire
iniucnis copyright 1949. Trademark registered II. S.
ralcnt Office by Business Screen Magazines. Inc. .Ad-
dress advertising and subscript ion inqm'iics lo the
C;hicago office of publication.
liiiiiniiiiiiiiiii
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FILMO 70F, turret finder. 3 positive elements.
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KODASCOPE FS-ION, sound projector, coni-
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COMPLETE 16mm DOUBLE SYSTEM OUTFIT
Cine-special with 1" f:1.9 lens $39.5.00
Auriion blimp. s\iichronous motor and
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.\inicon R-20 film recorder with noise*
reduction amplifier $675.00
Auricon tripod, new. plus tax $249.00
CAMART MIKE BOOM, 13 foot boom
arm. folds to fit in \our car $26L85
BUY - SELL - TRADE USED EQUIPMENT
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USINESS SCREEN MAGAZINE
CHICAGO==
1345 Argyle Street
I
t takes men and machines to make movies.
NEW YORK
385 Madison Ave.
Our oiliest employee in years of ser\ ice to the compan\' will
celebrate his thirtieth anni\'ersary with Wilding next spring.
Our newest machine is a Mitchell rear-screen process projector
for greater flexibility and higher quality. There are only 32
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We are proud of our personnel, of the fine tools they work
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DETROIT =•=
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WILDING
PICTURE PRODUCTIONS, INC.
TIOX PICTURES . SLIDEFILxMS . TELEVISION FILMS
NEWER TECHNIQUES for investigat-
ing audience reactions are making use
of the experimental results of studies
by psychologists and sociologists in the field
of mass communication. Clues about who likes
what particular part of a film and why, en-
large the amount of information available to
the jiroducer.
Although the preview is used, the composi-
tion of the audience is controlled. Thus, when
decisions about the final editing of a film are
to be based on the preview results, an audience
is selected to represent the audience which
would usually be drawn to the type of film
that is being previewed. When promotion is
to be planned on the basis of the preview or
the film is to be revised in order to enlarge
the size of the potential audience, the audience
is selected to represent a cross section of movie
goers. An analysis of their reactions helps to
indicate which sections of the entire motion
picture audience will probably be drawn to
the particular film. Before the film is run each
member of the preview audience, selected by
either method, is asked to furnish information
about his background and taste in motion
pictures.
Machines Test During the Showing
Another important improvement in the
newer technique is the introduction of a ma-
chine to record audience reaction. Several
variations of the same basic principle have
been used to test films. The chief value of
these machines is their ability to record reac-
tions during the running of the film.
Over a period of fifteen or twenty years,
many types of recorders were devised for meas-
uring reactions. Most of the early experi-
ments required equipment much too compli-
cated for practical use with an audience of any
size. It was the development of the Program
Analyser by Paul Lazarsfeld of Columbia Uni-
versity and Frank Stanton of CBS which led
most directly to the recorders of today. The
Program Analyser was evolved before the last
war to test the effectiveness of various parts of
certain radio programs. The basic aim was to
record simultaneously the favorable or un-
favorable reactions of each of the members of
a small audience.
New Equipment Has Wider Range
Current modifications of this basic tech-
nique include machines which can handle
larger audiences by improved methods of re-
cording the audience's responses on moving
right off the reel
SOME PERTINENT OBSERVATIONS ON THE TIMELY SUBJECT
OF PRETESTING AND CHECKING AUDIENCE FILM REACTIONS
Euitgr's Note: These notes are from the in-
jormed pen of Emily Gininiyjg, a Californin
writer who has worked with Bernard Cirlin,
Paid Lazarsfeld, and Franklin Fearing in this
important new field of audience reaction test-
ing. Anotlier article on this subject appears
on page 2i and a summary feature will cover
the xuork of Mr. Cirlin and the use of the
General Electric Opinion Meter in a subse-
quent issue of Busi7iess Screen.
tapes. The recording machine used by .Audi-
ence Research Incorporated' registers five de-
grees of intensity and combines likes and dis-
likes into a single reading; the Cirlin Rcacto-
graph- produces an individual like-dislike rec-
ord for each of a large ninnber of respondents
and also shows the total likes and total dis-
likes separately. The ARI machine has the
advantage of approaching some measure of
intensity of feeling; the Rcactogiaph has the
advantage of being able to catch "split " reac-
tions (simultaneous increase in both like and
dislike) and to identify respondents. Both
techniques enable the operators to read the
results during the running of the film and
thus point out the crucial points to be covered
in the interviews following the showing.
Follow Up By Group Interviews
After the showing, the members of the audi-
ence fill out detailed questionnaires asking
about their attitudes toward the film, and a
group interview is conducted which attempts
to draw out further opinions, emphasizing
those parts of the film which the recording
machine showed to need discussion. Although
the like-dislike reaction records show when a
reaction occurs, direct questioning is necessary
to find clues about why there was a reaction
at that particular moment.
The accumulated data for these tests thus
include: the background information on the
pre-showing questionnaires, the results of the
reaction recordings which are charted to show
their relation to the script, the answers on the
post-showing questionnaires and the verbatim
record of the group interview. All of these
data are then analysed from the point of view
that was decided upon at the initiation of the
test.
If the film can still be revised and edited,
the chart and other data aie first analysed for
cnerall reactions to the sequences of the film,
especially for sequences which show up with
large areas of unfavorable reaction or no reac-
tion. If the story line is such that this entiiel
sequence can be cut, the producer is lucky;!
otherwise he may decide to shorten thii
sequence as much as possible without inter- 'I
fering with tlie plot. The chart is also analysed
in terms of scenes or sequences where audience
reaction drops off and steadily declines. This
is usually a sign of boredom and a little tight-
ening at this point may be all that is necessary.
Another type of reaction to look for on (he
chart is sharp dips in favorable attitudes at
certain points. These sudden drops, lasting
only a few seconds, usually point to specific
shots— a bad close up, a confusing match, or
a few words of dialogue. The reason for sue h
inifavorable reactions becomes apparent oiuc
the shot is spotted and identified. This t\|)c
of information will seldom come out on ([iks
tionnaires or in interviews alone.
\
I
^ Uosther, Luel>iie, "The Significance of Audience Measure-
ment in Motion Pictures," Tile Journal of Social Issues, 1947,
Vol. III. No. 3, p. 61.
- Cirlin, Bernard D.. and Peterman, Jack N., "Pre-testing a
Motion Picture: A Case History," The Journal of Social Issues,
1947, Vol. Ill, No. 3, p. 39.
May Indicate Promotion Potentials
If the test has been held primarily to get
ideas for promotion, analysis of the chart, thej
questionnaires, and the interviews will show,
which sequences or scenes aroused the greatest; tH
interest, and which members of the audience,
liked the film best, thus indicating the most
effective directions in which to aim promotion.,
Although these newer techniques may offer
the producer much more information than was"
formerly available to him, there are still many
problems to be solved. For instance, some'
feel the reaction-recording technique does not
distinguish reactions to what is happening,
(the story) from reactions to how it is hap-
pening (the production) . Is a recorded un-J
favorable reaction attached to the actor and'
his acting or to the character in the story? Care
must be taken to clear up these facts in the
group interview.
Some Criticisms Are Valid
Another criticism of the newer technique is
that it creates a highly abnormal situation be-
cause tests are usually held in one of the larger
studio projection rooms rather than in a regu-
lar theater. This criticism is sound and the
abnormal situation could be eliminated only
by setting up portable recording equipment
(CONTINUED ON PAGE FIFTY -T WO )
I
USINES5 SCREEN MAGAZINE
■k
M
ii
II?
America has maiched ioiwaid. on a tiail blazed with steel. Billions of tons
of steel ... to give American families an increasingly richer and better
way of life. "Handling Materials In The Steel Industry" was produced
in color for the Lii\k-Belt Company, to show this famous organization's
important contributions to more efficient steel production. Our cameras
traveled to important steel centers throughout the nation to make this
memorable motion picture of Link-Belt Handling Equipment in action.
STUDIOS • HOLLYWOOD 28 • CALIFORNIA
another
Great Name
in the industry!
TIME TESTED and PROVEN after two years of
commercial duty in t6MM production. The An-
niversary Model MAGNAGRAM M-116 Syn-
chronous Magnetic Film Recorder makes its bow.
"TfOt- S»tfiHcet . . .
An engineering achievement meriting the
approval of the most discriminating engi-
neers, the M-116 has been refined to the
highest degree of technical excellence since
the FIRST MODEL WAS INTRODUCED TO THE
63rd SEMI-ANNUAL CONVENTION OF THE
SOCIETY OF MOTION PICTURE ENGINEERS
IN MAY, 1948.
MAGNAGRAM . . . incorporates the amazing
synkinetic* motion path imaginatively engi-
neered to wed magnetic recording to the
proven principles of motion picture recording.
MAGNAGRAM . . . 100% low level mixing
through two, complete, integral microphone
channel pre-omplifiers, ladder attenuated
and transformer coupled.
ffOi. "Piixducex.
MAGNAGRAM ... in everyday use by the
UNITED STATES GOVERNMENT, the CANA-
DIAN GOVERNMENT and independent pro-
ducers the world over.
MAGNAGRAM . . . gives you excellent re-
cording, moximum portability and rugged,
dependable service.
MAGNAGRAM . . . designed to conform with
existing MOTION PICTURE STANDARDS. In-
ternational STANDARD speed of 24 frames
per second (36 feet per minute) . . . edited
on STANDARD 16MM splicers and editors
. . .controlled with STANDARD reels. M-116
film Is STANDARD 16MM!
TfOi. ScUCtteAAfMUt . . .
MAGNAGRAM ... a machine BUILT TO
LAST! Truly a SOUND INVESTMENT!
Sound production SAVINGS ranging from
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OVER THE V/ORLD!
From WASHINGTON to TEL AVIV users soy
we "owe it to the industry to let more people
know about the MAGNAGRAM!"
$1600 to $2450
F.O.B. North Hollywood, California
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MAGNAGRAM ... the ANSWER in 16MM PRODUCTION!
PHONE — WIRE — WRITE FOR DESCRIPTIVE BROCHURE
Reprints of SMPE presentation availoble on request.
11338 BURBANK BIVO., NORTH HOUYWOOD, CALIFORNIA
STonley 7-4173 P. O. Box 405 SUnsel 2-9055
BUSINESS SCREEN MAGAZINE
JTrojection equipment, using the "National" "Pearlex" Car-
bon Arc, offers you the finest projection available in the
16mm. field— and a substantial saving in the bargain. TTie
carbon arc is 4 times brighter than the next best I6mm. light
source— makes it possible to seat 100 to 1000 people . . . offers
vivid, glowing reproduction of color— and the actual cost of
the carbons is only ' 3 the cost of the best competitive light
source, hour for hour, as you project your movies.
These statements are all accurate, scientific facts. Write to
National Carbon Company. Inc. for complete details on the
carbon arc for l6mm. projection.
Wd^sAence l6mm.CIUi^^ projection mgkes!
SestslOOiv 1000 people! Im in Co^fMfmes Bri^!
The terms "Satioaal" and "Pearlex"
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30 last 42nd Street, Xew- York I", N. Y.
Ditision Sales Offices: Atlanta, Chicago, Dallas.
Kansas Cit>', Ne%' York, Pinsburgh. San Francisco
UMBER 7 . VOLUME 10 • 1949
FOR BETTER UNDERSTANDING
of Our Economic System —
We Present These Outstanding
Motion Pictures for Showing in the
PLANT • OFFICE • OR COMMUNITY
if DESERT VENTURE — Arabian-American Oil Company.
27 min. Color. Story of venture capital at work abroad.
if ENTERPRISE — Cluett, Peabody & Company, Inc.
31 min. Color. The American Way al work in a small town.
iiC GOING PLACES — Harding College (color cartoon)
10 min. Fun and facts about American business.
•^ IN BALANCE — Burroughs Adding Machine Company.
32 min. Wise monagemenl of profits for security.
•^ LETTER TO A REBEL — Small Business Economic Foundation.
18 min. One of the RKO-Radlo "This is America" series.
if MAKE MINE FREEDOM - Harding College, (color cartoon)
10 min. Doctor Utopia and the "isms" get the boot.
ilC MARKS OF MERIT — Brand Names Research Foundation.
18 min. The history of trode morks and consumer protection.
if MONEY AT WORK - New York Stock Exchange.
15 min. Importance of maintaining free and open markets.
■^ OUR AMERICA — Dodge Dtv. Chrysler Corporation.
32 min. Dramatizes advantages of Americon way of ilfe.
if UNFINISHED RAINBOWS - Aluminum Company of America.
36 min. Color. Alan Lodd in a story of achievement.
These ond more than 85 addifional films available FREE Of CHARGE
through the courtesy of American Industry — Associations — and
Foundations. They can be ordered individually or on regular book-
ing schedules through Modern's Regional Film Libraries In all lead-
ing communities.
A Film
Program
Service
for Weekly
Employee
Showings
Write for
descriph've pamph-
let on program
service for weeftfy
employee showings
or "The Film of the
Month" plan for
community, club, or
church use.
MODERN TALKING PICTURE SERVICE, inc.
45 ROCKEL'ELLER PLAZA — NEW YORK 20
142 EAST ONTARIO STRE ET - CHICAGO 11
Government Costs a Top Problem
ANA Agrees at Annual Meeting
♦ More than 1,000 admen, at the
40ih annual meeting of the Asso-
ciation of National .\dveitiscrs in
New \ork last month, balloted to
disco\er what non-political prob-
lems admen considered of prime
importance.
.According to the vote, the prob-
lems ranked in order, as follows:
(1) the high cost of government
(2) labor-management relations
(3) threat of socialism (4)
strengthening the United Nations
(5) the threat of Communism (6)
moral and spiritual revival (7)
stabilizing our economy (8) post-
war conditions in our schools (9)
strengthening our national de-
fenses (10) Racial and religious
prejudices (11) preserving our na-
tional resources (12) increasing
foreign trade (13) improving na-
tional health, and (14) accidents.
Gray Reports on Campaign
Robert M. Gray, advertising
and sales promotion manager,
Esso Standard Oil Company, and
coordinator of the Advertising
Council's American Economic
System campaign, reported on re-
sults of the campaign:
(1) More than |3.000,000 in
space and time has been contrib-
uted.
(2) The campaign, which has
had more than 500 magazine ad-
vertisements, use by 235 house or-
gans and more than tv%'0 billion
radio "listener impressions", was
furthered by $100,000 apiece spent
by General Electric and General
Foods.
(3) Newspaper mat orders for
the campagin ads totaled more
than 7,000,000 lines. More than
300,000 car cards have carried the
campaign and 6,000 panels were
contributed this year by the out-
door industry.
(4) More than 650,000 copies of
the council's booklet, "Miracle of
,\merica" have been distributed.
Di'AL Rolf, of Advertising
.Xdvertising really has two jobs,
to sell goods and to sell the sys-
tem, said Chester ]. LaRoche,
head of C. f. LaRoche and Com-
pany and a fountler of the .Adver-
tising Council. Speaking befoie
the ANA, LaRoche further
pointed out that additional money
should not be spent for advertis-
ing vvhen more research and new
ideas will multiply the money ad-
vertisers are now spending. "Spend
time first finding out the right
idea," he said. LaRoche urged
formation of a business clinic to
provide the information needed
in a democracy.
Vhe responsibility for keeping
the American public alert to the
necessity of the Marshall Plan was
uiged on the admen by Paul Hoff-
man, Euiopean cooperation ad-
ministrator. He urged the admen,
who ha\e the know-how, to work
through the Advertising Council
to "win the peace."
While an evaluation of the pub-
lic service advertising sponsored
and executed by the Advertising
Council is very important to
everyone in the advertising com-
minrity and to industry at large,
it is not the only channel business
is now using to communicate with
the public on economic and social
topics. Along with the activities
of the Council, the ANA has long
advocated the use of advertising
techniques at the comiiuinity level
and in a long-range educational
drive, particularly in the realm of
economic understanding.
Wiley Discusses Stability
Among the guest speakers at the
ANA meeting was John E. Wiley,
chairman of the board of Fuller
and Smith and Ross, who, in sug-
gesting ways of making advertis-
ing plans more stable, likened an
advertising and promotion cam-
paign to a wedge. "The basic ele-
ments of a good campaign
'wedge, " he said, "are advertising,
promotion, education and action."
Other speakers included M. L.
Neison, exhibits manager of the
United States Steel Corporation,
who spoke on trade shows; Guy
Beighoff, public relations director
of Pittsburgh Plate Glass Com-
pany, spoke on his company's em-
ploye communication problem:
Robert T. Kesner, Coca-Cola Com-
pany, on methods of increasing
distributor effectiveness; Sher-
wood Dodge, vice-president of
Foote, Cone and Belding, spoke
on buying habits, and John F.
Kurie, vice-president of media and
research of the .-XN-A, reported on
the business outlook.
Film Committee's Clinic
Saddened by the sudden loss of
Douglas B. Hobbs, Alcoa film ex-
ecutive and an active leader in
ANA film activities, the ,\NA film
committee conducted a two-day
clinic for members. Tom Hope of
General Mills, assisted by other
AN.\ film executives, helped to
conduct the informal clinic at
which member films were screened
and candid opinions expressed on
production themes, distribution
opportunities, etc. •
10
BUSINESS SCREEN MAGAZINE
ii
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UWBER 7 . VOLUME 10
11
GE LAMPS
GENERAL AeLECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
CHICAGO 10
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
BUSINESS SCREEN: 812 NORTH DEARBORN STREET
Educators Show Interest In
Teaching Aids from Industry
♦ Eiliuators ai the recent re-
!.;ional conference on Indus-
try-Science Teaching Rela-
tions, sponsored bv the Na-
tional Science Teachers .Asso-
ciation and held in Pittsburgh,
were unanimous in the con-
clusion that industry has
iniich to offer education. In-
dustry nuist make its material
objective, newsy and interest-
ing, attuned to the curriculum
and devoid of ob\ ions promo-
tion, they agreed. The more
than 400 science teachers and
other educators attending the
conference reiterated the read-
iness of educators in this field
to accept teadiing aids fiom
industry.
Public Relations Association
Names Convention Chairman
♦ riie lonmiittte chairman-
ship loi tile fourth annual
meeting and regional work-
shop session of the American
Public Relations Association,
111 De held at the Washington
Hotel, Washington, D. C. De-
cember 2, has been given to
Douglas Steinberg, public re-
lations director for the Na-
tional Institute of Cleaning
and Dyeing, Silver Springs,
Maryland.
Edward B. Lyman, assistant
to the president of Fordham
Uni\ersity and president of
I lie .\PR.\, also announced
a|jpointments, to the general
tomiiiittee, of Carl Bleiberg,
public relations director of
the Hecht Company: Robert
E. Harper, managing director,
National Business Publica-
tions, Inc.; George B. Roscoe,
public relations director, Na-
tional Electrical Contractors
.Association; Frances V.
Bishop: Paul H. Bolton, ex-
ecutive vice-president. Nation-
al Association of Wholesalers,
Inc.; Daniel Koplik; John T.
O'Brien, director of informa-
tion. Office of Housing Ex-
pediter; Paul L. Selby, execu-
tive vice-president. National
Consumers Finance .Associa-
tion and .Alien Wagner, public
relations director, American
Road Builders .Association.
Plastics Firms Exhibit Films
♦ Numerous fdnis are to be
used by exhibitors at the 1950
National Plastics Exposition
in Chicago's Navy Pier March
28-31. Ninety -one plastia
firms, representing all phases
of the industry, have been
awarded exhibit spaces.
i
(
12
BUSINESS SCREEN MAGAZINE
Designed for
A.C. or D.C.
operation
Sound Projectors
Actual Lift-up Weight
Only 20 lbs. !
The projector and
amplifier unit alone
of the new Ampro
St>Iist weighs onlj
20 lbs. A young giW
can easily lift it
up to place on
stand or table.
Lift-off case
with speaker
and acces-
sories weighs I
less than /
9 lbs.!
Quick Easy Set-up
Juil lift off case, snap perma-
nently otioched reel orms in place
— and the "Stylist" is ready to
thread.
HIGHLIGHTS:
Entire unit in one case measures only
l/'/z" high, 9^6" wide, 16" long. Stand-
ard, time-tested Ampro projector mechan-
ism and sound head. Fast automatic re-
wind. Uses stondard lamps up to 1000
watts. Triple claw movement, new slide-
out removable film gate. Cooted super
2-inch F1.6 lens. Many other exclusive
Ampro features.
A new, popular priced quality sound projector
— lightweiglit, compact, an ideal business tool
The perfect 16mm. sound projector for business and industrial use. Can be set up
instantly, anywhere — carried easily to sales meetings, conventions, training classes,
prospects. Designed for use with both sound and silent film. Here is the culmination
of more than 20 years' experience by Ampro in building fine precision projectors.
Astonishing light weight and compactness — made possible by the clever utilization
of the new, tough, light materials — malie the Stylist ideal for easy moving from
room to room — for use by small or large groups. Tested Ampro quality design and
construction — assure ease of setting up, simplicity of operation, splendid tone qual-
ity and illumination and long, satisfaaory service. Remarkable low price — $i2^
complete — means outstanding value and assures budget approval in these economy
days. Ask your dealer today for an eye-opening demonstration of this new record-
breaking Ampro "Stylist"!
Write for free circular giving full detailed "Stylist" specifications.
THE
Simplified
Operolion
Cenlfol operating ponel, with
cimplified knob controls, con-
veniently mounted on oper-
otor't tide of projector.
For All
Simplified
Groups
Operation
Quiet-running, eoty to set
Central operating panel.
up quickly, the "StYlIiC" is
with simplified knob
ideol for showing sound or
controls, conveniently
Silent mov.es to smoll
mounted on operator i
or large groups.
tide 0* projector.
AMPRO CORPORATION
2897 N. Western Avenue, Chicago 18, III.
•Trade Mark Reg. U. S. Pol. Off.
A General Precision Equipment
Corporotion Subsidiary
sell y^^/* products
\{)mij\
in three dimensions
tO O
J
.. #
VIEW-MASTER
STEREOSCOPE
Durable plastic construe*
lion. Simple, and quick to
operate.
VIEW-MASTER
REELS
Seven full - color stereo-
scopic photographs on
Reel.
VIEW-MASTER
NON-STEREO
PROJECTOR
Uses interchongeoble
View-Master picture Reels
for group showings.
fif^ Add color and depth to your
sales story with dramatic View-Master
Stereoscopic, full color Kodachrome pic-
tures. Show customers your product, in-
stallations, manufacturing operations and
services in the amazing "come to life" real-
ism of View-Master pictures. View-Master
three dimension pictures are proven "door
openers", "attention holders", "sales
clinchers" in man-to-man selling. No dark
room or electricity needed. Compact.
Lightweight. Easy to carry. Each View-
Master Reel holds seven different stereo-
scopic photographs in planned sequence.
Inexpensive to produce. Pictures may be
projected in full color before group meet-
ings with the View-Master non-stereo
Projector. See for yourself.
.^^S-
SAWYER'S INC., Commercial Sales, Dep't. B.
3543 N. Kenton Avenue, Chicago 41, III.
Without obligation, please furnish me with complete information about View-
Master three dimension selling pictures for commercial use.
Compony Name-
Address.
City_
By—
-Zone State-
^Position-
CAMERA EYE
NOTES AND COMMENT
■k An Open LEiiiiR ot particular
interest to film libraries is in this
month's editorial niailbag from
\V. C:. DeVry, president o£ the
DeV'ry Corporation. Its pertinent
lacts are well worth quoting;
"For many years projector man-
ufacturers have been asked to get
the price of equipment down so
that more films could be sold or
rented. Well, let's look at the
record:
'Our first portable 35mm sound-
on-film projectors sold tor §998 in
1931. 1 hese eventually were re-
duced to §658, a reduction of
about 33%%. The original 16nnii
sound-on-film equipment was in-
troduced at .1750 and later re-
duced to about |400. .-Vnd since
the war, despite increased labor
and material costs, taxes, etc. they
ha\e been reduced to an average
ot $300-a reduction of 60%.
"After a thorough survey of the
film rental market, we find that
cost of equipment is no longer a
sales handicap; in many instances
the high cost of film rental* :ind
the difficulties in getting a:.' re-
tiuning films are principal objec-
tions cited by potential purchasers.
"I am firmly convinced that a
Utmm pickup and delivery service
in large metropolitan centers
w-ould step up film rentals o\er
500% and reduce costs consider-
ably. Every projector salesman
would push such a service as po-
tent sales ammunition.
"With televised films here to
help projector sales just as radio
helped record sales, someone is
going to reap the waiting harvest.
Who will it be?
"Perhaps you have a lot of rea-
sons why it can't be done— but so
did we when you told us some
\ears ago to get our price under
S350."-IF. C. DeJ'ry
William J. Morris Joins Wilding
Picture Productions New York Office
♦ William ). .Morris has joined
Wilding Picture Productions, Inc.
New York offices as an account
executive. He was formerly con-
nected with the Motion Picture
Department of J. Walter Thomp-
son and, more recently, was super-
visor of iVIotion Picture and Tele-
vision Production for Batten, Bar-
ton, Durstinc &: Osborn and The
Blow Company.
Douglas B. Hobbs, Alcoa Executive
Mourned by Entire Audio-Visual Field
♦ I he .iu(Ii()-\ isiuil industry, in
which he phived a prominent lolc,
was saddened last month by news
ol the untimely ])assing of Doug-
las (Barney) Hobbs, film execu- '
tive lor the .Aluminum Company
of .\merica, Pittsburgh. Mr. Hobbs
died sutldenly on Tuesday, Oc-
tober 1 1 in New York city on the
eve of his active participation in
the program of the Association of
National .Advertisers. Past chair-
man of the Films Committee of
the ,\N,\, he also served as chair-
man ot committees and an execu-
ti\e ot the Industrial .\udioVisual
.Association.
A pioneer in many phases of
company film planning opera-
tions, Mr. Hobbs represented Al-
coa in the production and distri-
bution of two of tlie most widely-
known sponsored films. Unfinished
Rainbows, and Curiosity Shop.
Lesser known but of equal signifi-
cance were liis coordinating efforts
on Alcoa's extensive library of
training and informational films.
* * *
Health and Welfare Film Guide
Latest Addition to Library Series
♦ Most recent addition to the
Business Screen Film Library
.Series is ".Audio-Visual Resources
in Health and Welfare" which has
just been issued. The guide lists
over 600 films and filmstrips with
descriptions of film content and
terms ot availability. Retail price
is $.50 from Bisiness Screen Film
Guide Library. 812 North Dear-
born, Chicago 10, Illinois.
The new guide lists films in the
health and welfare field suitable
lor community organizations,
plant film programs and the class-
room. Medical films ol a technical
nature are not included.
» * *
"General Mills Today" Gets Oscar
As Outstanding Annual Report Film
♦ Financial World Magazine has
chosen General Mills Today, a
two-reel color short produced by
RKO Pathe tor General Mills, the
best report film of the year. An
"Oscar" was presented to Mr. L.
N. Perrin, president of General
Mills at a banquet attended by
1500 business and financial execu-
tives at the Hotel Statler in New
York City, October 31.
Clay .Adams of RKO Pathe su-
pervised and directed General
.Mills Today, William Deeke was
in charge of photography and
musical supervision was by Her-
man Fuchs. ^
14
BUSINESS SCREEN MAGAZINE
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666 WEST HARVARD STREET' DEPT. FW-8 • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
lASTItN IIPIISENTATIVE: THiODOlI ALTMAN* S2I FIFTH AVENUE • NEW YOtK CITT 17 • MUtlAT Hill S>703t
85% of the motion pictures showa in tiieotres througlioot the world ore filmed with o Mitchell
hallen's NEW
ir low Flutter in the tropics or the Arctic with
Hallen Dynamic Tension. No clutches, belts,
pads, or springs to give trouble.
if Fully professional.*
V^ Conforms to Academy Standards.
if Two channel mixer and dialogue equalizer.
■A" Simultaneous playback permitting monitor-
ing 1/12 of a second from the recorded track.
IG
"A'Amplifrer is contained in a removable unit,
permitting space between the amplifiers and
the power supply with monitor speaker. This
eliminates microphonic feedbacks usually
present when a loud speaker and high gain
stoges are placed in close proximity.
on
CORPORATION
$1850 f.o.b.
Write for further
informaf/on
3503 WEST OLIVE AVENUE
BURBANK • CALIFORNIA
CAMERA EYE
Alfred University Using Forty-Four
Industrial Films for Classrooms
♦ Alfred University dI Alfred,
New York, is presenting forty-four
industrial training and informa-
tion films coiTelated to courses in
the business and cronomirs cur-
riculum.
The films will cover two semes-
ters work and will deal with the
fields of economic and social or-
ganization, production, finance,
distribution and constmiption. Ac-
cording to department chairman
Henry C. Langer, Jr.. no attempt
will be made to evaluate or inter-
pret the films beyond brief com-
ments based on a pre\iew bv the
departmental stalt.
The program will include: (I)
public relations motion pictures
designed to present background
facts and company viewpoints,
(2) industrial training films, (3)
sales films directed at consumers,
and (4) general information films
documenting facts about the na-
tion's economic system.
The university plans to make
the program a permanent part of
the annual curriculum.
National Television Council
Names Committees for New Year
♦ Mehin L. Gold, president of
the National Television Film
Council named committee chair-
men for next year at the fall meet-
ing of the Council October 27.
William S. Roach of the l.aw firm
of VVeisman, Grant & Jaffee and
vice president of the NTFC was
named "Coordinator of Commit-
tees."
Committee heads are: John
Mitchell, United Artists Televi-
sion, Distribution; Henry Morlev,
Dynamic Films, Ind. Production;
Robert Paskow, \VA TV, Newark,
N.J., Television .Station; Jerry Al-
bert, United World Films, Mem-
bership: Paul White, Internation-
al Trans- Video, Inc., TV Film
Clearance Bureau; J. A. Maurer
of J. A. Maurer, Inc., TV Film
Production Clinic; Irwin Shane,
Televiser magazine, Program; and
Sally Perle of the Mesal Organiza-
tion was named Press Representa-
tive.
New York's Hospital Department
Sponsors New Film on Home Care
♦ The Pathescope Company of
America recently produced Ward
Home in cooperation with the
New York City Department of
Hospitals. The film is a five min-
ute documentary of the city's
home care plan, whereby a pa-
lient can receive all the benefits
ol hospital treatment, including
attendance by doctor, nurse and
the services of the laboratory tech-
nician and others, while conva-
lescing in his own home.
The film will be shown to
schools and groups interested in ^
public health and will be avail-
able for television use. Prints can
Ik- obtained on a free loan basis
from Mr. Clifford Evans, New (
\ork Cit) Director of Television
and Films. .500 Park Avenue, New
Vork 22, N. Y.
Publish Report on Film Forums
Listing Films Used on Programs
♦ Film Research Associates of
New York recently published "Re-
port on the Spring 1949 Series of
Film Forums", which lists the film
programs presented, the proce-
diue for each of the sixteen film
forum meetings and a list of the
fifty organizations which partici-
pated. 43 films and filmstrips were
shown describing procedures in
Advertising, Public Relations,
Sales Promotion, Training, Per-
sonnel Development and Labor-
Management Relations.
Following the film showings,
members discussed the following
points: the film sponsor's objec-
ti\e. groups the film was intended
for, the film's place in an overall
public relations program, other
aids that accompanied the film,
methods of distribution, technical
flaws in production, whether the
film medium was used to best ad-
vantage, cost of film production,
cost of distribution and effective-
ness of the film.
Among the films shown were In
Balance, Burroughs -Adding Ma-
chine; Wheel Sense, Studebaker;
Enterprise, Cluett, Peabody; Sell-
ing America, Jam Handy; Autop-
sy of a Lost Sale, Borden S: Busse;
By Jupiter, Marshall Field; The
Price of Freedom, The National
.Association of Manufacturers and
others.
A new series of film forums be-
gins this fall. Ji
f
(I
SALESMAN WANTED
New York and Detroit
Audio-Visual Equipment
May now be handling related
but non-competing lines. Es-
tablished quality products have
profit possibilities.
Box I I
BUSINESS SCREEN
812 N. Dearborn St.
Chicago 10, III.
16
BUSINESS SCREEN MAGAZiNEJ
«llii
CONFUSE
■•^Tj nj
)i
^^^'^^a
RNED?
Satisfied witVx Ws
present source/ ^
■ * YOU GET REPORTS like these from your salesmen even'
lay and will continue to do so until you do something about
C. When you do nothing your men feel that you condone their
neffectiveness and all remains confusion.
". . . to he confused is to go around in circles: to be con-
cerned is to find a way out ..."
* BUSINESS LEADERS are constantly indicting management
or being more lethargic than their salesmen . . .
". . . more people know how to make things than know
how to sell them — we need aggressive salesmanship
again . . ."
". . . management has shiny pants from sitting too long
on wartime profits; they need to get up and walk
around ..."
". . . management must realize that the future of business
rests squarely upon the shoulders of their salesmen ..."
".. .management's attitude toward sales reflects itself
down to their salesmen . . . "
". . . salesmen look to management for leadership all the
way ..."
* * ROCKETT PICTURES, INC.— recognizing the dire need-
has created a powerful tool for management — a series of eight
thought provoking, action stimulating sound slide films. This
series is packed with advanced techniques for use in retraining
older salesmen and training newer men who have not heard
today's sales resistances — there hasn't been a competitive market
for ten years.
* * THE "SLEEPING GIANT SERIES" of Aggressive Selling
Films is designed for alerted firms who are ready now to
revitalize their sales activities.
* * WRITE NOW for details and arrangements to screen these
powerful films for you in your office.
NOW IS THE TIME TO BE CONCERNED!
(RjocksdL (pjuchjutaiu, inc.
6063 SUNSET BOULEVARD • HOLLYWOOD 28, CALIF. • GRANITE 7131
CREATORS OF VISUAL TRAINING PROGRAMS SINCE 7925
UMBER 7 • VOLUME 10
9 4 9
17
W. B. Poller Elecled Chuirmnti of Board
of Association of I^'alioiiai Adi'crtisers
•k W. B. Potter, director of advertising oper-
ations for Eastman Kodak Company, was
elected cliairman of the board of the Associa-
tion of National Advertisers at its -lOlh annual
convention in New York City last month. This
is the highest elective office in the ANA, which
is composed of 400 member companies repre-
senting the country's largest ad\ertisers.
Mr. Potter has long taken an active part in
the Association's affairs and ser\ed during the
past year as its vice-chairman. He has also
served as chairman of the magazine commit-
tee, the program committee, the committee to
determine methods of setting advertising ap-
propriations and was the first chairman of the
film committee.
He is also a member of the joint committee
of the .^N.^ and the American Association of
Advertising Agencies, which is interested in
the Freedom Foundation and in promoting
better understanding of the American eco-
nomic system.
Mr. Potter is a member of the board of
directors of the Advertising Council and is a
coordinator between the Council and the
American Heritage Foundation. He is a grad-
uate of Dartmouth and received his master's
degree at Dartmoutli's Amos Tuck School of
Business Administration and Finance.
Mr. Potter joined Kodak in 1921 as a market
analyst and became the company's director of
advertising operations in 1943. Kodak is the
second company in ANA history that has pro-
duced two top officers of the Association, Lewis
B. Jones,, former Kodak advertising manager,
having been its president in 1918.
.Assembling overseas packets of audio-visual publica-
tions for distribution in forty countries via llie U.S.
National Commission for UNESCO, (story below)
Business Screen Packets to Forty Lands
•fr The publishers of Business Screen have
been invited tjy the United States National
Commission for UNESCO to participate in an
audio-visual educational program for forty
foreign lands. Copies of Business Screen and
a selection of other materials published by
Audio-Visual Publications, Inc. will be dis-
tributed to U.S. foreign posts abroad. There
they will be circulated among teacher-training
institutes and other groups with similar in-
terests.
Besides copies of Business Screen, the .'Vu-
dio-Visual library will include copies of See
& Hear, Designs for Visual Education, The
Audio-Visual Projectionists Handbook and re-
prints from important articles of Business
Screen and See & Hear.
hidiistrial Audio-Visual Association
Holds Annual Fall Meeting in Neiv York
if Representatives of eighteen major concerns
utilizing films and other audio-visual media
convened at the annual fall meeting of the
Industrial .4udio-Visual Association in New
York city on October 13-14. Guest speakers at
the sessions included Mrs. Vera Falconer, John
Jenkins, Felix Bruner, Dr. J. Sterling Living-
ston, and T. R. Hand. H. S. Schwerin. presi-
dent of the Schwerin Research Corporation,
presented a paper on pretesting of televisioi
programs.
Princi])al topics for member discussion in-
cluded film distribution methods, film prft^
motion, television problems, as well as a teclifij
nical review of new equipment, particularly^
in the area of soimd recording. Dr. Livingston,
associate professor in the Graduate School of
Business Administration at Harvard Univer-
sity, spoke on "Have Industrial Films Come
Up to Expectations?"
James I\Iills Joins Staff of Pathescofye Co.
ir James E. Mills, former head of the new
business department of Pendray & Leibert,
New Y'ork public relations firm, has been ap-
pointed to the sales staff of the Patiiescope
Company of America, Inc., 580 Fifth Avenue,
New York 19, N. Y'., producers of industrial
and educational films and television com-
mercials.
Mr. Mills had been active, before coming
to Pathcscope, in the conception and activa-
tion of the Atomic Energy Industrial Associa-
tion and the sponsoring of the atomic energy
exhibit by the Brookhaven National Labora-
tory and other research projects.
TERLESS
FILM TREATMEHT
...the original
vapor- in -vacuum
film process...
WRITE FOR FULL DETAILS
trim f tree "*'*' PfocEssiNC
tcKLt^S CORPORATION
165 WEST 46th STREET, NEW YORK 19, N. Y.
MOTION PICTURES
SLIDEFILMS
TELEVISION
^«E^^^
COMMERCIALS
SELLING . . .TEACHING . . . TRAINING
Complete Studios and Modern Laboratory
ATLAS FILM CORPORATION
1 1 1 1 South Boulevard Oak Park, Illinois
Est. 1913
Write for booklet "Producing Your film"
18
B U
SINES5 SCREEN MAGAZINE
, # • ' r/.„
SEM VICES
MJV SOtJIVD
Motion Pictures
Neivsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
Thai's the optMtioMi of huntlrods of
pro€lueers usinff Reeves facHities.
REEVES : Studio A picked by Laurel Films to shoot the feature "C"-Man.
REEVES: Studio B used by Eugene Ormandy and the Philadelphia
Orchestra to record the score for Robert Flaherty's "Louisiana Story."
REEVES : Studio C chosen by Film Documents to mix "The Quiet One."
REEVES: Studio D where the weekly Newsreels of Telenews. Ziv
Television and Universal International are recorded.
REEVES: Studio E the recording heart of Mercury Records.
REEVES : Studio F chosen by Rudolf Carlson to dub his recent production
"I Am With You."
REEVES: Where you, too, can record with assurance aided by the most
modern equipment and the leading engineers in the sound recording field.
REEVES : Where a Producer can work with confidence. Remember, Reeves
is not a competitive producer, but a PARTNER.
RCA Licensee
lUMBER 7 . VOLUME 10 • 1949
REEVES SOUND STUDIOS, INC.
304 EAST 44th STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The Largest Sound Service Orguniaation in the W^arlti.
Western Electric License
19
3 firms have spent more than $250,000 each
5 firms have spent more than $200,000 each
7 firms have spent more than $150,000 each
and
80 firms have spent
more than «5,000,000
for motion pictures produced by
AUDIO PRODIJCTIOIVS, INC.
40 of these 80 companies have had from
2 to 16 films produced by AUDIO
P
The record is in this booklet
Send for ^^A FEW
FACTS ABOUT AUDIO"
AFDIO PRODlirXIOXS, IIVC.
FILM CENTER BUILDING • 630 NINTH AVENUE
NEW YORK 19, N. Y.
AUDIO PRODUCTIONS, INC.
20
USINESS SCREEN MAGAZINE
LBLIC OWNERSHIP of I6miii souiul
motion picture projectors has contrib-
uted to tlie ste;nlil\iiureasiiig growtli
llie "selt-eciuippeil" audience thioughout
fiis coiuiir\. 1 liis notewonln progress has
low made llie lomniercial lihn medium a
"uh lormiilable means of idea conuniniica-
on to important segments of the American
eople. panicularlv among vouth groups,
dult organizations in both urban and rural
reas, and among industrial workers.
Conservatively estimated at 150.000 sound
rojectors in fairly regular use in schools,
[lurches, membership organizations, farm
roups, imion halls, business and industrial
oncerns and a limitless variety of other
wner groups as well as some private homes,
iiese "theatres" have extreme mobilit\. A pro-
;ctor may ser\e classrooms by day, an audi-
)riimi gathering for a special occasion, and
parent-teacher meeting in the evening.
These Are Oit\vard .Signs of Progress
Thus, each projector may (and often does)
^present a number of potential audiences,
he average audience ranges from 30 to 100
ersons with frequent examples of much
Jger groups at connmniit\wide gatherings,
)n\entions, etc. Tens of thousands of such
idiences are now being ser\ed b\ existing
jmm soiuid fdms available in the variety
: special subject areas Irom free loan, rental
id pmchase sources.
In the specific field of the sponsored film
pward which this analysis is now directed,
le steady rise of the self-equipped audience
is, however, given rise to some special and
ighly-importaiit problems:
And These Are The Essentl\ls
The audience has shown genuine interest
I the better sponsored films now being made
-ailable by indusuy, associations, and trade
•oups.
Among concerns maintaining sizeable li-
'aries of sponsored film's a\ailable on a free
an basis, tlie demand for such films has
early outstripped present means of efficient
istribution. A growing percentage of delayed
id rejected bookings is reported ^\here per-
mnel and print resources arc not yet sufficient
1 meet this steadily inaeasing demand.
Travel time from the distribution library
1 the requesting audience and return is an-
Jier critical factor. Time and print cost are
le two inter-related factors basic in a new
jpreciatioii of the "logistics" of the com-
ercial film medium.
As the audience increases in geographical
roportion and in the widening character of
oups available (more farm audiences, more
dustrial employee groups, etc.) there is
mewhat greater seleclix'it\ but also a greater
sponsibility for appropriate, well-conceived,
ell-produced and useful films. The challenge
the medium is not only toward greater
lality but definitely toward real satisfaction
the audience's basic interests.
Results are a paramount factor in the
ionsor"s attitude toward this increasingly
Distribution: Key to the Future
THE POTENTI.\L AUDIENCE FOR SPONSORED FILMS HAS GRE.\TLY INCRE.\SED
potent medium— in this category the sponsor
will demand minimum standards of proof of
distribution, accurate tneasuretnent of the
audience actually reached, its reaction to the
film, and its future possibilities in terms of
past and current experiences.
Where Is Progress Now Being M.-vde?
There are important signs on the horizon
indicating that some of these challenges are
being fairh met. Taking them in reverse
order, the sponsor can no\i' underwrite a
program of film production with the assurance
that a well-designed picture will reach a po-
tential audience of many millions, with each
and e\er\ person accounted for by an ac-
curate check and with group reactions pro-
\ided from all who ha\e seen the picture.
But these have been minimum essentials
among commercial film distributors experi-
enced in this field for a good many years.
Even better progress is being made toward the
solution of the Great Riddle: bow many more
audiences can be reached per print per week
or month?
How Are We Faring On Logistics?
.\s the national audience assumes formida-
ble proportions, it is apparent that (a) more
prints per subject will be needed, and (b) that
as many showings as possible be accomplished
with the full budget of prints available.
To progress ec[ually with other media and
to achieve the full stature which its superior
power of idea communication truh deserves,
the commercially sponsored film needs the
kind of answers which far-sighted commercial
distributors are now beginning to deli\er.
The development of new audiences is of
manifest importance. There has been note-
^vorth) progress in the church and farm field
in recent years: now there is an apparent
reawakening of the industrial audience as
more and more plant officials and employee
program chairmen welcome weekly or semi-
^veekly recreational showings during the lunch
hour and rest periods.
The improvement of distribution facilities
through new film library facilities adjacent to
growing audience areas is also taking place.
Thus an answer is being found to getting
more "mileage" out of existing prints by re-
ducing travel time without eliminating the
prerequisites of librarv control, inspection, and
reporting between each booking.
Control of Each Showing Essential
The basic essential of such extended library
service is thorough control and a wholly de-
pendable system. At no time can minimum
standards of audience check and measurement
be minimized or set aside. In decenualizing
print distribution, one large national distrib-
utor maintains a direct contractual relation-
ship down to the smallest local outlet.
A tremendous coincidence of effort is thus
taking place. While mechanical means of
carefully controlled decentralization is taking
])lace on a national scale, the enlisting of
himdreds of new local outlets is ser\ing to
increase the number of effecti\e audiences.
This has manifested itself as a direct stimulus
to projector sales in some of these areas. The
cycle of progress is irresistible and of real
importance to the future of the commercial
film medium and to its sponsors.
UMBER 7 . VOLUME 10 • 1949
21
Fnrcmosl monsier-mahey Jack Pierce (rentes character nf ■■ Kiuii Idelicad" for a currnit fihi
BUSINESS SCRE
LENS-EYE VIEWS ALONG THE PRODUCTION LINES
Camera, Hn^lits and action sjiell out Purity Bnlieries' favoritf product for a t.v. commercial.
•k Standard Oil (Indiana) trainers adnionis'
service station operators in the MidweJ
"Don't be a Knucklehead " and their hslenei
know what they mean after seeing the turret
company film Kiiucltleliead. For "Kmickli
head" conies to life in the picture ihroufih th
genius of Jack Pierce, makeup expert of VVi-
ding Picture Productions, Inc., the prodiicei
and character actor George Chandler wh.
plays the inienviable role.
Trick photography and over-si/cd prop
nine times larger than normal make Chandlt
appear to be only eight inches tall in his "greni
lin" part. A careless and indifferent attendaii
is easy prey to his tactics which disrupt propc
and efficient operation of a ser\ice station
The film has been most effective, Standart
officials tell us.
Here's George Chandler as his diminutive
self iji the unenviable role of "Knucklehead".
■A Purity Bakeries, makers of Taystee Bread,
ha\e had their product immortalized for tele
vision in a new series of filmed commercials
produced by Sana, Inc. In one sequence
(shown left) the product name was cleverly
spelled out in loaves of bread twenty feet i
across. At any rate ft made a top-notch "studio
production" shot.
William D. Fisher, Young & Rubicam's as-
sistant radio and television director, super-
vised production. In charge for Sarra were
Joseph G. Betzer, director of film planning, •
and Harry \V. Lange, production manager.
•k Speaking of Camera Angles, we'\e noticed
the wide margin of superiority which experi-
enced connnercial film makers hold over re-
cent entrants into the production field, par-
ticularly those who "specialize" in television.
Good production costs a little more but spon-
sors will find that a poorly-created commer-
cial is even more expensive when it lails to
sell the product.
For all "species" of commercial films have
the same basic responsibility: to deliver the
results for which they were created. It takes
the kind of experience in film-making which
recent decades have given the commercial pro-
ducer to achieve that aim with dcpenchihlc
rcgularil\.
BUSINESS SCREEN MAGAZINE
A MECHANICAL TESTER, known as
the Cilassiooni Communicator, has
l)ccn ckvelopcd al the Pennsylvania
Stale College and it permits a classroom of
siudents or trainees to flash the answer to a
question to the teacher as soon as each knows
it.
The coniimniicator was planned and built
In two yoiuig engineers, F. Thomas John and
|()hn B. Cannon, for use in the Instructional
Film Researih Project, conducted at Penn
State by Dr. C. R. Carpenter. The project is
sponsored by the Special Devices Center of
ihc Office of Naval Research.
Given Choice of Five Answers
On each desk in the classroom is a response
station. Five keys in the station enable the
student to indicate one of five answers. The
kevs are concealed by a plastic hood so that
a student cannot observe how his neighbor
answers the question.
The Comminiicator is one of several exist-
ent devices which offer interesting possibilities
for measuring audience reaction and recep-
tivitv to factual data and information im-
parted through the medium of the screen.
The speed of measured response may quickly
translate for the producer or sponsor the de-
gree of learning success being achieved by a
new budget being pre\ iewed b\ test audiences.
.\n\ form of audio-visual media or other pre-
pared aids can be measured.
Questions Have a Time Control
The svstem works in this \va\ : The instruc-
tor asks a question, giving the student one of
five possible ansivers. The correct answer can
previously be indicated on the machine by the
teacher, or a piuiched key card may be in-
serted in the machine in advance of the qui/.
to indicate tlie correct answers.
An automatic timing device may be used,
or the instructor may time the questions.
When the time has elapsed, the machine is
Individl.vl st.ation (j}lastic top removed) is
located at each student desk. Five keys give
choice of five answers for each question.
The communicator in cl.\ss use witli Dr. C. K. Carpenter, Penn State professor of psychol-
ogy in charge. Sloping panel indicates ivhicli students answer questions correctly.
Measuring Audience Reaction
"CLASSROOM COMMUNICATOR" QUICJiLY TR.4NSLATES LEARNING PROGRESS
locked and the key that is depressed by the
student at that time records his answer on the
machine.
.\t the same time, the correct answer is
flashed to the class when the number, indicat-
ing the answer is lighted at the front of the
room. The instructor can look at his panel
and see on a bank of lights, arranged as the
seats in the room are arranged, which stu-
dents answered correctly and which students
incorrectly.
Figures, reporting the number and per cent
of those answered correctly, flash on the panel.
On another device, the score for each stu-
dent is recorded so that at the end of the quiz,
the student may obtain his score. These arc
recorded on \'eeder Root electrical counters,
one for each student.
.\ printer or recorder attached to the Com-
nuinicator permanently records the response
of each station to each question, so that the
record may later be studied.
By predetermined signals, students may use
the Communicator to signal the instructor
that he is .going too rapidly, tliat they do not
imderstand, that he should explain a prob-
lem .igain, etc.
Instruc-tor Can ^fEASLRE Progress
One of the big advantages of the system is
that the instructor knows immediately wheth-
er or not die material is understood, and if it
is not, he can explain it in more detail. The
Comnuinicator also enables the student to
kniAv where he stands since grades of quizzes
are available immediately, instead of within
a week or a month.
The Communicator also allows the instruc-
tor to block out any stations which he doesn't
want to include in a tabulation, or it enables
him to di\ ide the room into two groups, and
to measure comparative results of the separate
control groups, ^feasured responses point the
way to improved materials and better teaching.
,\fter class, students pick up their scores from
tabulator. In foreground are individual re-
sponse statidiu hunted at student desks.
NUMBER 7
VOLUME
23
The sitill (if tlic ubsti'triiidu is conveyed by the color television camera.
Medicine Pioneers Color Video
CONTROLLED TELECASTING FORECASTS A NEW ERA IN EDUCATION
By Charles VV. Duke
LOOKING DOWN imo a manhole whci c
a workman has been o\eicome by gas
while making repairs in a conduit
undcrncaih a busy citv thoroughfare, onlv a
mere half dozen spectators standing closest b\
can actually witness the dramatic struggle
against death by asphyxiation underground.
Only by word of mouth can hinidreds of curi-
ous onlookers learn details of what is tran-
spiring deep in the subterranean passageway
as the thrilling rescue by police and firemen
progresses.
However, should you suspend a television
camera directly over the opening into the
cylindrical pit, attach a wire which in turn
would connect up with a cable leading into a
modern telecasting outfit, then transmit by
the magic dexices of the twentieth century
marvel knox^ii as radio — simultaneouslv in
thousands of homes, offices, clubs and ta\erns
o\er a widespread terrain thousands of \ iewcrs
could follow the rescue more intiinately than
persons standing onI\ a few feet awa\ from the
scene of the accident.
Tomorrow's Surgi ons Le.\rn by Seeing
Now transport yourself in fancv into the
clinical amphitheater of a modern hospital
and school of medicine in anv of our large
medical centers. Se\cral score students who
hope some dav soon to be efficient doctors and
surgeons are about to witness an operation for
the rcmo\al of a cancerous growth in the th)-
roid area. The operation is a routine part of
the weekly courses of instruction in the medi-
cal institution. White-gowned and masked, an
eminent surgeon and his assistants and nurses
stand by ready to begin work.
Rising tier upon tier are rows of seats, ex-
tending upxvard from the pit on all four sides
of the operating table, all of them slanting
fiirtlier and further back, the last rows rising
as much as 20 feet from the floor. Here are
seated the surgeons of tomonow. Not only are
thev expected to see exery minute detail of
the operation, but to hear e\cry word of in-
struction as well. Down through the years this
has been the modus operandi of medical and
surgical teaching: the oveitiowded medical
"aniph", the view of proceedings often ob-
scured by mo\ements of doctors and nurses,
the spoken words of instruction muffled under
the protective gauze masks worn bv surgeons,
fiequently inaudible three or four rows of
seats away, Onl\ after they ha\e giaduated
and become interns, to labor as assistants along-
side operating surgeons, have countless wield-
Color is inevitable in television, in the opin-
ions of both experts and manufacturers as well
as networks. The controlled color telecasts oj
surgical operations recently sponsored by
Smith, Kline ir French were an historic mile-
stone and a practical reality during a period
of doubt and debate. This is that story.
CIS of the scalpel had their first "closeups" ot
operations.
As related by Dr. I. S. Ravdin, John Rlica
Barton Professor of Smgery and Director of
the Harrison Department of Surgical Research
at the Medical .School of the University of
Pennsylvania in Philadelphia: "For years it
has been the same old story. If you got to class
earl)' enough to get a front seat, you might see
and hear a little of what was going on. If you
were late, you took one of the back seats high
in the amphitheater. Unable cither to see or
hear, \(>u picked up your morning paper and
turned to the sports page. Down below there
was only a fine \iew of doctors' and muses'
backs. E\ en when the operating surgeon briefly
cleared a space around the table to point out
some step in the operation we were unable to
see any of the details."
Electronics Opens .\ New Era
That was only a few \ears ago. Toda\, as
science hurtles forward on all fronts, a new
era impends in medical education. This is the
.\ge of Electronics, bringing with it motion
pictures, radio, tele\ ision, and now color \ ideo,
the latter to effect revolutionary changes in
many fields of education, particularly in medi-
cal education. More than 30,000 physicians
attending the 1949 annual con\ention of the
.American Medical Association in .Atlantic City,
N. J,, last June went away con\inced that a
new day has arrived in medical education
which is bound to redound to the benefit of
all humanity as time goes by.
For the first time in history, surgical opera-
tions and medical procedures were seen by ;
means of natmal color television. Six hundred
peisons at a time sat in assembly rooms of
.Atlantic City's capacious Convention Hall on
the famous Boardwalk and witnessed series of
operations as thex were performed in the At-
lantic Citv Hospital, half a mile away, and :
beamed to liie waiting ph) sicians in their meet-
ing place. All of the operations were per-
formed b) surgeons from the Uni\ersity of
Pennyslvania. The project was sponsored by '
Smith, Kline and French Laboratories of Phila- i
delphia, one of the nation's oldest pharmaceu- i
tical houses, who arranged for the develop- i
ment and manufacture of the color television
equipment as a contribution to the adxance-
ment of medical teaching.
Color Proves Superior on Detail
Advantages of color over plain black and
white were outstandingly evident. Proximity
of blood vessels was denoted by blue streaks.
Fatty tissue showed in vellow and gold tints.
Even the tiniest seepage of blood was evident
in crimson trickles. Contrasting shades of pink
marked the \arious lavers of tissue. \Vhcn the
apparatus switched from color to plain black
and white the effects were startling. The lat-
ter pictures looked flat and toneless, losing J
24
BUSINESS SCREEN MAGAZINE
depth and cliaiactt.'i', willi iiuuh ol ilie t'sscn-
tial (Iciail disappt'aiing altogL'tlui.
"Color T\' pi oxides a seiisi' ol tk-pih wliiih
is neccssaiy loi llif adefjiiale tcaihiiii^ ol sur-
gery", said Dr. Ra\din. "The deeper recesses
of body caxities which ordinarily are diffieult
to discern can now be readily observed be-
cause ol the \arious color gradations. More-
over, color permits recognition of changes in
luniian tissue dnriiig the comse of an opera-
lion: and this is all-important, not only to the
surgeon, but to the patient. Then too, color
telex ision permits the student to gain imme-
diate anatomical orientation which otherwise
could not be achieved,"
Umvkrsitv of Pennsylvani.\ a Pioneer
1 he University of Pennsylvania, for whom
Dr. Ravdin speaks, has been the pioneer in
the adaptation of TV to the world of medical
education. Only last October it telecast opera-
tions lor two days from the Hospital of the
Unixersity to visiting doctors attending the an-
nual convention of the Pennsylvania State
Medical Society holdig sessions in Philadel-
jhia's big Conxention Hall. This xvas done
.vitli the cooperation of the RC.\-Victor or-
>ani/ation in Camden, N. J., the pictures be-
ng in black and xvhite.
Forthxvith the University of Pennsylvania
let about to pioneer with the first demonstra-
ion of color television. Fortunately it had the
riendly support of a true patron of medical
icience in Mr. C. Mahlon Kline, chairman and
^resident of the pharmaceutical firm of Smith,
"Cline and French in the Quaker City. For
iiany years Mr. Kline has sjjonsored medical
:xperiments and made possible many notable
nedical achiexements through research work
lone in laboratories of the Universitx of Penn-
ylxania for xvhich Mr. Kline footed the bills.
X xvas largely througli the efforts of Mr. Kline
hat the CBS scientists embarked upon and
Clinical Congress Views Demonstration
■k Dining one xveek in mid-Oi lober, (i.OOO
surgeons allending the .')!jtli clinical congress
of the American College of Surgeons and the
lnter-.\meriian Congress of Surgery in Chi-
cago, viexved a spectacular repetition of the
recent .\tlantic City demonstration of natural
color telecasts of surgical operations.
Seated before 12 telex ision receivers in the
Stevens Hotel and txvo in St. Luke's Hospital,
where the operations xvere performed, tlie vis-
iting surgeons observed numerous operations
brought to them in vivid colors without a
llicker of distortion.
On the opening day of the telecasts, seven
operations were televised, among them a deli-
cate eye operation xxhich was performed b\
Dr. James W. Clark and xxatched by more
than 1,000 surgeons, liospital representatives
and nurses. Viewers saxv the eye enlarged
about three times. Dr. Clark's injection of an
anaesthetic into the eye, cutting the skin, daub-
ing, laying on a nexv cornea, and sexx'ing xvere
most realistic.
This demonstration was also sponsored by
Smith, Kline and French.
succeeded in perfecting the first apparatus for
the transmission of natural full color by TV
camera.
It is only a natural sequence therefore that
the medical school of the Unixersity of Penn-
sylvania will be the first medical institution
in the country to embrace color television as
a part of equipment and curricula for the
teaching of medicine and surgery. .\t the mo-
ment the University has plans for the estab-
lishment of a huge nexv medical center u[jon
its campus in ^V'est Philadelphia ha\ ing pres-
ent buildings of its school of medicine and hos-
pital as a nucleus. First unit to be constructed
xvill be a $4,000,000 outpatient building cap-
MORE THAN 30,000 PERSONS attending the 9Sth annual sessions nf tlie Atnerican Medical Asso-
ciation witnessed the color television demonstration on these banks of receivers.
able of liandling 1,000 paiienis exery day of
the xveek, lncx)r|)oialc'd in this unit xvill be
a medical alunuii hall to seat about 101) per
sons and a stage upon xvhidi medical tech-
niipies can be demonstrated, IJlueprints have
been altered to include television facilities,
DEMON.STRAriONS IMPRESS MaNY VIEWERS
.After seeing the various TV demonstra-
tions, Minnesota's former governor Harold E.
Slassen, noxv serving as jjresident ol the Uni-
versity of Pennsylvania, expressed himself as
"tremendously impressed" by the televised op-
erations and said he hoped plans for the in-
corporation of video in Penn's nexv medical
center would not fail of materialization.
Said Dr. Robin C. Buerki, Vice President
in Charge of Medical Affairs: "After viewing
these demonstrations, one arrives inevitably
at the conclusion that television offers a prom-
ising medium for medical education. Our
medical sludcnls xvill study surgery from a
video screen in the same classroom in which
they study other subjects. Such a plan permits
the elimination of students' galleries in oper-
ating rooms and the saving of valuable space.
The video makes possible intimate instruction
in many fields to large niunbers of students at
one time. Skills of the greatest teachers will
be viewed close-up by students in surgery, in
number and variety of procedures never be-
fore possible."
The color television equipment used in this
pioneer project was specially designed and
manufactured by Columbia Broadcasting Sys-
tem, Inc., primarily for the teaching of sur-
gery and medicine. Zenith Radio Corporation
and Webster-Chicago Corporation collabo-
rated with CBS in respect to the design and
manufacture of the receivers. The first equip-
ment of its kind to date, it is owned by Smith,
Kline and French who announced they would
demonstrate it at pending medical conven-
tions in other cities as a contribution to med-
ical teaching.
Technical Backc;round Is Explained
Equipment used, according to CBS officials,
is the sequential type which operates on the
same principle as black and white television
xvhere picture element by picture element, line
by line, frame by frame is transmitted in rapid
enough succession to present a complete pic-
ture to the eye. To introduce color, further
use is made of the retentixity of the human
eye. The scene to be transmitted is picked
up by a camera lens and filtered through ro-
tating filter disks in such a xvax that first, onlv
the red components of the scene are transmit-
ted during I /150th of a second, then the blue
components and then the green components,
each for 1/ 150th of a second. Thus in l/50th
of a second, a new color cycle recurs.
It was further explained that there are two
types of receivers in the secpiential system.
One is the projection all-electronic type utiliz-
ing a single tube on xvhich three color images
are produced. The images are superimposed
on a projection screen bx means of three lenses.
The other type of receiver is the direct viexv
ixpe utilizing a color disk xvhich rotates in
(CONTINUED ON THE FOLIOXVINC PACE)
DUMBER 7 . VOLUME 10
• 19 4 9
25
(CONTINUED FROM THE PRECEDING PACE)
synchronism with the color disk at the camera.
Receivers shown at the Atlantic City coii\cii-
tion were of the latter type.
Equipment-wise and in operation the color
television mcihod used was said to be substan-
tially no more complex than black and while
television. Signals from the camera in the op-
erating room and compact control desk were
led into a radio transmitter and beamed toward
Convention Hall. The entire pickup equip
ment at the hospital was operated on 115 volts,
60 cycles and required approximately 26 am-
peres current. Dr. Peter Goldmark. director
of the Engineering and Research Laboratories
of the Columbia Broadcasting System, is ac-
credited with having developed the first color
lcle\'ision equipment for the medical educa-
tion project.
Spectators at this initial demonstration sat
liefore 20 receiver sets divided between two
rooms in Atlantic City's Convention Hall. For
four successi\e days they beheld a series of
operations and medical procedures never be-
fore witnessed in the video manner. Closcup
pictures afforded details usually apparent to
only the operating surgeon and his assistants.
The pictiues were without distortion. The
rooms in ^vhich the recei\ers were located were
fully lighted. As one surgeon remarked: "You
folks over there in Convention Hall are see-
ing this operation more clearly than persons
here at my elbow in the operating room."
Camera Design id for Medical Telecasts
The reason for this was evident with in-
spection of the telecasting equipment in the
Atlantic City Hospital. The camera used was
one specially designed by CBS for teaching
surgery and medicine, and can be so focused
that the image on the receiving screen is sev-
eral times larger than what the surgeon him-
self sees. It was attached to one end of a six
and one-half foot steel cross-arm mounted on
an upright standard of the type usually used
for regular surgical lamps. At the opposite
end of the cross-arm was a small metal box
containing the scanning equipment. This box,
it was explained, helps to serve in part as a
counterweight for the camera at the other end
of the cross-arm.
Nearby in the operating room stood a small
control desk 52 inches long by 32 inches wide.
As in standard TV broadcast practice, the tele-
vised picture was monitored at the control
panel for focusing and colors. It was explained
the video band-width was 4 M.C. Pictures were
beamed over a closed circuit radio link from
hospital to con\eniion hall, e\en though some
skeptics insisted there must be a concealed wire
circuit "some^vhere tqj there on the roof."
And here is why the student-spectator sees
the operation as clearly as the surgeon himsell:
when ready for "action", with camera set in
overhead position, the lens was approximately
four and one-half feet from the operating field.
With the incision made, the camera "eye" was
pointed directly down into the aperture cre-
ated by the surgeon's scalpel. To the beholder
in Convention Hall, the effect was the same
as peering directly into tlie operative field, but
greatly magnified. •
Prodlcer Reid Rav (kneeling left) lielps stall
film linen's eherished trnpliies.
Filling ihis stadium each Saturday is the rule
assigned loien's fonthatl film.
Iowa "Sells" Football Thrills
BY FRANK J. HAVLICEK and PHILIP WARD BURTON
GRIDIRON GHOSTS are selling foot-|
ball tickets at the University of lowai
this year. The special ticket-sellers
are the stars of former years — All-.Ainericans
and scores of lesser lights — who are brought
back on film as a part of the Hawkeye athletic
department's big 1949 promotion. i
Each year the athletic department laces a
double-edged proljlem — how to sell a lot of
tickets effectively and how to bring far-flung
towns around the state in closer contact with
the university. This year's problem was a
little more acute since sustained ticket buying
had to be maintained through lour home
games in a row.
What was needed was a different kind of
promotion than that usually used. Normally,
a university like Iowa publicizes ticket sales
through direct mail and newspapers. But how
could a direct mail piece or a newspaper ad
bring to lo^vans the noisy excitement of a foot-
ball game? How could words in print make a
(ootball fan really pant to lay his money on
the line lor a season ticket?
Promotion Job Begins in Summer
A motion picture was decided upon to sup-
ply the extra promotional punch. Through
the picture the athletic department could
bring to the football fan the sights, sounds, and
thrills of the game. Football madness could
be fostered in advance of the season. It's easy
enough to excite a fan in October when the
bands are playing and football has become a
national mania. It's a tougher job to create
"footballitis" during the hot days of August
and early September when football seems far
off.
Since football fans live largely in the past,
glowing in the exploits of gridiron immortals
of other years, it was decided to ^vhip up fans'
ardor tluough a film that recaptures for lowans
the pigskin exploits of the past. Forty-thou-
sand feet of spot action football ^\•ere scanned.
Every foot concerned Hawkeye football with
Iowa greats like Duke Slater, Ozzie Simmons,
Nile Kinnick, and Aubrey and Glenn Devine
Mashing on ihe screen to thrill Iowa fans who
have never stopped talking about these men.
All this footage has been boiled down to a
ten-minute film. Fame of the Black and the
Gold that includes choice action pictures from
1921 through 1948. For those who mix senti-
ment with football, and most people do, there
are man)' moments in the ten minutes that
grip the heart.
1921 Film a Conference Pioneer
Brought back from oblivion, for example,
is the famous 1921 team which had been photo-
graphed in the first motion picture training
film made in the western conference. This
Iowa squad, containing such shining names as
Glenn and Aubrey Devine, Locke, and Duke
Slater, is shown in fast action as it snowed
under Indiana, 41-0. As an interesting side-
light, the photographer of the 1921 game was
an Iowa student, Reid Ray. He is now presi-
dent of Reid Ray Film Industries, producers
of the Fame of the Black and the Gold. All
the scenes in the release were made under his
personal direction from footage disinterred
from the vaults and reduplicated by optical
printing to meet present-day standards.
First Distribution Is Via Theatres
A good portion of the film has been blown
up from 16 to 35mm. All of it is in black and
white. A lot of digging was needed to get just
the right shots. Sources were actual game
films made by the university, newsreel shots,
stills supplied by the university photographer,
and old record books.
National Screen Service is handling the dis-
tribution. With five theater chains and most
independents taking the picture, everything
in the state has been co\cred from the big
houses to the drive-ins. Ninety per cent of the
theaters were hit before the first game with
UCLA on September 24. Later the film will
be used as an important aid in stirring up
alumni enthusiasm around the country with
"alums" sure to become misty-eyed as they see
the heroes of their college days and hear the
Iowa band playing school songs as the back-
ground for action on the screen. •
26
BUSINESS SCREEN MAGAZINE
A PUBLIC RELATIONS PROGRAM BEGINS IN YOUR OWN BACKYARD
The Bowery's Youth Movement
VENERABLE NEW YORK BANK FORMS JUNIOR ADVISORY GROUP
(Our New York correspondent reports on
a fine public relations program conducted
for better community relations by the
Bowery Savings Bank in the depressed
areas of the city's lower east side.)
k A few weeks ago, on a \\'ednesda\ altci-
nooii, 1 look the Third A%eiiue El down to
Grand Street and the Bowery to attend tlie
Rrst session this \ear of the Bowerv Savings
Bank's Junior Ad\isor\ Committee. Before I
ivent in the hank I walked up and down the
Bowerv for a few blocks to see again the type
jf neighborhood which had spawned the old
bank, now. since its merger with the North
River Bank, tlie largest savings bank in llie
country with almost a billion dollars in assets.
The Bowery neighborhood, like its counter-
parts in Boston's Scollay Square and Chicago's
West Madison Street, is a well known haven
for derelicts. It is also a dirty beat up "Main
Street " for New York's lower east side which is
occupied by first generation immigrants of a
»rcat variety of nationalities and religions.
During the past ten years the lower east side
has lost some population and it is probably
not as overcrowded as it once used to be. The
main occupation of many of its residents seems
to be planning and saving to move away from
the shadow of the el and out to the Bronx or
Queens.
BowtRv Is IN Its Second Centirv
Standing in the center of the lower east
side is the Bowery Savings Bank, now 115
years old and still in the same location. The
bank is an imposing building, altliough most
of the exterior is hidden by the el running
along a few feet from the front door. As I
went in, a protection officer took me to Ches-
ter \\'. Schmidt, a large genial man and an
assistant U reasurer of the bank.
^^r. Schmidt told me that the Junior Ad-
visors would not be meeting lor a half hour or
so and I suggested that we might talk about
some of the reasons they had started the
Junior .\d\isory Meetings.
"Last year," Mr. Schmidt said, "Mr. Henry
Bruere, our president, decided that some steps
should be taken to assist our neighborhood in
some sort of community betterment program.
This is really our neighborhood, you kno\\-,
and it is improving all the time. But Mr.
Bruere felt that we could aid this improvement
by helping to de\elop young community lead-
ers ^vho would benefit the community, the
bank, the schools and themseUes.
"Mr. Bruere called in Thomas L. Cotton,
a community relations and research consultant,
to formulate a method of carrying out this
program. Mr. Cotton came up with a plan
to establish a [unioi .Vdvisory Board of local
school children anil hold meetings designed
to inculcate the idea of Individual Securitv
1 hrough Community Leadership.' "
I told Mr. Schmidt that I had heard some-
thing about the banks program and it sounded
like a wonderful idea. 1 said I hoped more in-
dustries and local businesses could be induced
to do something of the same nature.
"I think they would find that putting on a
program like this is a t^^-o way street;" Mr.
Schmidt said, "by listening to our Junior Ad-
visors" uninhibited conmients and questions
on our bank and the community many of our
officers ha\e gone away from the meetings with
a few new ideas on community problems and
even our own bank problems. We get ne^v
ideas every session."
\Ve Join the Bank's School Party
While I asked Mr. Schmidt just how the
program is conducted, Mr. Cotton and se\eral
representatives of other banks and banking
associations walked in, and Mr. Cotton out-
lined to us the general plan of the Junior .Ad-
\ isory Committee, but suggested that we could
judge the program and reaction of the chil-
dren much better by going upstairs just then,
for the meeting was about to begin.
.\s we walked upstairs. Mr. Cotton explained
that the .Advisorv committees are selected by
\arious local schools from among their lead-
ing students. Those selected recei\e a letter
at their home addresses from Mr. Bruere in-
viting them to join the Junior .Advisory Com-
mittee. Each group is invited to attend a series
of six meetings at the bank on Wednesday and
Fridav afternoons. .After some hesitation at
first about the bank's motives, schools now
cooperate wholeheartedly in the plan and are
most enthusiastic about the results.
On the second floor in the old Board Room
of the bank were about 35 boys and girls from
the 6th and 7th grades of nearby Public School
No. 130. They were seated around in a circle
Chet ScHvrmT and his guests enjoy an inter-
lude of neighborly relaxation.
Juniors visit the Boweiy vaults.
ha\ ing ice cream and cookies when we walked
in. Several of them, repeaters from last year's
sessions, called out "hello" to "Chet", and Mr.
Schmidt waved back and shook hands around
for awhile.
Mr. Cotton took me down the hall to the
school savings department where Cortland
Burckhardt, irianager of the department,
showed me about and explained how the
bank's 22,000 school savings accounts are han-
dled. This is a big business at the Bowery and
a good proportion of the school accounts are
later transferred to regular savings accounts
when the school depositors graduate.
Hearing Mr. Schmidt getting things under
way, we went back with Mr. Burckhardt and
joined the group. Going around the circle
and including all the adult guests, Mr. Schmidt
asked for everyone's name and had a word of
greeting for each. He warned the other bank
representatives and me that we would have
to take part in the meeting and join in the
bull session and games just like everyone else.
Discussion Leader Holds Grolp Interest
Taking over from there. Miss Katherine
Copeland, a film forum discussion leader, and
an attractive young woman who seemed to in-
stinctively capture and hold the children's
attention, started talking about the theme of
the meeting. Without taking a pedantic stand,
and b\ guiding the chilcken into making all
the points themselves, she put across the theme
of "Individual Security Through Community
Leadership" and "The Habit of Thrift is the
First Step Toward Individual Security".
When I had read these themes in the "Fact
Sheet" Mr. Schmidt had gi\en me, I thought
it sounded like a pretty dull subject to hold
35 restless childrens interest for a half hour
after a full day at school. But by prodding
here and there, laughing and joking a good
deal, and getting the group to bat the subject
around in their own words. Miss Copeland
prettv well established her point and the chil-
dren seemed to enjoy the process, as well.
During the discussion. Miss Copeland shows
a Coronet film, I'our Thrift Habits, and much
(continled on pace forty-eight)
NUMBER 7 • VOLUME 10 • 1949
27
CASK
IIISTOIUKS
A lECHNICAL REVIEW OF BUSINESS
MOTION PICTURES AND SLIDEFILMS
• RETAIL SALES TRAINING •
Rexall Drug Company to Assist Stores
With A-V Sales Training Program
•k The Rexall Company, probably the nation!,
leading name in the retail drug field, has in-
stittited a complete audio-visual sales training
program, both for its own employees and tor
its own stores and tranchise holders. Of the
approximately 10,000 Rexall stores in the
country, about 8,000 are individually owned
stores holding a Rexall franchise.
In these stores Rexall has no direct control
over the sales policy nor the training of sales-
people. To meet this need, Rexall has begun
a series of sound slidefilms to be offered to all
Rexall stores to aid them iir training their
own sales clerks in more effective across-the-
counter selling. The films are being produced
by Rockett Pictures, Inc., Hollywood.
Druccisis Welcome New Visual Aids
Reactions from the Rexall store owners,
"Rexallites" as they are called, has been very
good on the first showings of the first film.
Rexall salesmen have reported that many
"Rexallites" who had previously been cool to
many Rexall training suggestions, have wel-
comed the first film as a real training aid.
Since a slidefilm can do much to assist them
in store training, druggists have exhibited a
real interest.
Since the first film in the program has just
been recently released, it is a little too earh
to report specific results but we hope to be
able to review field utilization of the program
in a later issue.
Using Syndicated Rockett Program
To round out the audio-visual training pro-
gram of the company, Rexall has also pur-
chased and is using sets of the Rockett-pro-
duced sales training series American Salesman-
ship to train the company's own salesmen. The
Rockett sales series is designed primarily for
industrial and commercial salesmen, rather
than for retail clerks. Rockett officials report
that it is surprising even to them how wide-
spread the uses are for the sales training series.
Almost any kind of business is able to use
them, for they deal with the fundamentals of
salesmanship itself, and many trainees ha\e
reported that thev hardly realized that it was
not their own specific product being presented,
so similar are the sales problems on all kinds
of products and services.
New Customer Relations Film Series
Initiates Extensive A&P Program
* I he Great Atlantic and Pacific lea Com-
pany is using a new series of Customer Rela-
liiiris Training films as a part of an intensive
employee training program.
The new film series, produced by Sarra, Inc.
under the guidance of Fred E. Garlick of .\
and P's National Personnel Di\ision, consists
of a 10-minute motion picture of interviewing
.\ and P customers and a 20-niinute slidefilm
dramatizing actual customer case histories.
To make sure that this series shows cus-
tomer relations problems factuallv and realis-
"Treat customers fairly and courteously"
tically, many thousands of letters and inter-
views with A and P customers were followed
carefully in planning the films' content. Sarra
camera crews went into the company's super-
markets to photograph scenes "on the job."
Wayne Langston, of Sarra's scenario staff,
wrote the scripts under direction of Joseph G.
Betzer, director of film planning. Harry W.
Lange, production manager, directed camera
crews headed by Michael Stehney and Hal
Schulhnan.
The film program \vill he shown more than
1200 times in 40 weeks, to all levels of A and
P personnel, including regional vice-presi-
dents, supervisors, store managers, assistant
managers, department heads and clerks, said
Mr. Garlick. The series was produced in less
than one month so that it could beccjme an
immediate part of A and P training.
Retail Credit Filmstrip Shows Clerks
Fundamentals of the Charge Account
•k Retail Credit — Behind the Scenes, a new
35mm black and white filmstrip covering the
activities in the establishment and control ol
the retail store charge account, will soon be
ready for distribution by the .Audio-Visual
Extension Service of the Evening and Exten-
sion Division, City College School of Business,
according to announcement by Dr. Robert A.
Love, Director.
This film of action photographs, taken right
in credit offices, shows the mechanics of the
charge account under various systems and
procedures. To insure the validity and maxi-
mum effectiveness of the film, the Credit
Bureau of Greater New York and several met-
ropolitan stores cooperated in its preparation.
The film was written and directed by the
Retail Credit Practice Unit, under the super-
vision of Walter M. Muller of the Intensive
Business Training Program, City College Mid-
town Business Center, New York. Many of the
])hotographs on slides, used in the classroom,
ha\c proved very helpful in visualizing ciedit
procedures to trainees in the 15-week, 225-hour
Retail Credit Practice course offered by the
College.
The film is designed to show credit depart-
ment employees how other credit departments
operate, and to aid credit bureaus, other re-
tail organizations and instructors in schools
and colleges to better present the subject to
trainees who have not had an;' previous experi-
ence in credit work. Topics included in the
filmstrip are: The Interview, Taking the Ap-.
plication; Ordering the Investigation; A Tour
of the Credit Bureau; Approving the .Account;
Setting up the Records on the New .Account;
"Charge-Plate" and Shopping Card; The Sale
—What Happens in the Sales Department;
Authorizing Purchases; Accounts Receivable,
and Collections. In each step, the use of the
equipment is explained.
Copies of the filmstrip and the commentary
may be purchased at the price of $10 per set
from the Audio-Visual Extension Service, City
Ciollege Midtown Business Center, 430 West
50th Street, New York 19, N.Y.
• FILMS FROM INDUSTRY •
Link Belt Film Visualizes Handling
of Heavy Materials for Industry
Sponsor: Link Belt Company. Film: Han-
dling Materials in the Steel Industry. Pro-
ducer: Raphael G. AVolfE Studios.
•k A good example of a film made for a small
but highly important audience. Numerically
there can't be many buyers for the kiird of
heavN materials handling equipment demon-
strated in this film. Yet there are far too many
to take around the country to demonstrate the
installations in person.
Hence this film, which shows many belt-line
material handling systems, for all kinds of
loading, unloading, feeding and wareliouse
Heavy Materials Handling is the tlicmc of
the nexu Link Belt sound motion j)i(tiire.
28
BUSINESS SCREEN MAGAZINE
Handling Material of this size is the task
assigned lyjiical Link Belt equij»nent.
operations, interior and exterior, handling
main t\pes of material.
The fihii should replace many hours of sales
effort. .And its cost will probably be returned
from one or two sales of big-scale installations.
Who was it who said that in some cases a film
can be worth making for a single showing, if
it makes its sales points better and delivers
results?
The film is 20 minutes long, in color, and is
well designed for the market it is intended to
reach.
"Human Relations in Supervision"
Slidefilm Series Is Now Available
•k A series of 24 sound slidefilms on Human
Relations in Supervision produced by the
Armstrong Cork Company of Lancaster, Pa.,
is to be exclusiveh distributed by the McGraw-
Hill Book Company of New- York City,
through its Text-Film Department.
Each of these two-to-six-minute programs,
prepared for discussion meetings of supervi-
sory personnel, presents an actual case history
taken from the personnel files of the .Arm-
strong comjianv. Because the slidefilms treat
of basic principles of huiuan relations, thev
can be used with all types of personnel with
equal success. Subject matter of the individual
slidefilms co\ ers such topics as tardiness, equal-
izing the work load, insubordination, incom-
petence, relations with unions, violations of
safety rules and friction between employees.
A special technique used in producing these
slidefilms reproduces in dramatic action the
facts of each case as they actually happened,
up to the point where some supervisory action
is indicated. The narrator then turns the
problem over to the audience with the cjues-
tion, "What would you do?" .-Ml evaluations
and possible solutions are left strictly up to
the audience.
The prime purpose of these subjects is to
ask the supervisor what he thinks, not to tell
him what to think. The experience of the
Armstrong people with these films has been
that group discussion of this kind encourages
the supervisor to think constructively about
his own human relations program and what
can be done to improve it.
All twenty-four sound slidefilms may be pur-
chased from the Text-Film Department of Mc-
Graw-Hill Book Company, New York City.
Bethlehem's New "Alloy Steel" Film
Factual Story of Modem Methods
■k Bethlehem Steel Company has announced
the release of a new industrial motion picture
titled "Alloy Steels — A Future of Controlled
Production." Produced by Leslie Roush Pro-
ductions, Inc., New York, in two of the com-
pany's major steel plants, the picture tells the
factual story ot modern techniques employed
in the manufacture of alloy and special steels
and the close control of all processes required
to insure quality products.
The new film supersedes the company's The
Making of Alloy Steel, which was released in
1936. It shows many new processes and por-
trays the greatly expanded facilities which
have enabled Bethlehem to keep pace with this
rapidly growing branch of steclmaking. A spe-
cial musical background, sound effects of plant
operations and other features help to create
a realistic atmosphere throughout the picture.
Showing time is 43 minutes for the 16mm
sound prints.
Covers Entire Range of Production
Following a brief introduction emphasizing
the importance of alloy steels to industry, the
|)icture takes the audience to the laboratory,
thence to the electric furnace department, the
open hearths, blooming mills, hand mills and
new continuous mills. These latter are among
the most modern in existence and were in-
stalled only recently.
The taking of a motion picture in a steel
plant entails many problems of timing and
lighting generally not encountered in other
types of industrial operations. It is necessary
to schedule "shooting" to coincide with proc-
esses of manufacture such as charging of fur-
naces, manipulation of "heats," "teeming," or
pouring the molten steel into ingot molds,
rolling of billets and blooms, and others.
There is generally very little opportunity to
fit steel production to filming schedules.
Designed to Serve Technical Groups
Alloy Steels, m superseding the older ver-
sion of the same subject, is designed to serve
the same technical groups as its predecessor.
In addition, it is suitable for use in colleges
and universities for the instruction of metal-
lurgical students, and to other groups inter-
ested in alloy steel making. The language of
T.\ppiNG A 70-ToN Electric furnace in a typ-
ical scene from Bethlehem's new film.
Filming the operation of a carbome-
ter for Bethlehem's ".-llloy Steels".
the narration is somewhat more on the lay-
man's le\el than in the former picture.
Bethlehem Steel has made use of motion pic-
tures since 1917. It maintains facilities for
showing films to its personnel and guests and
recently completed a modern auditorium and
projection room at the general offices in Beth-
lehem, Pa. Projectors and sound equipment
are available for showing both 16 and 35mm
films.
Films .Are Dlstribi ted by Company
All of the company's films are distributed
from the Bethlehem office where a full-time
staff fills requests, cuts, cleans, and repairs films
and takes care of the projection equipment.
In the twehe-month period, from August,
1948, through July, 1949, approximately 1400
requests for films were handled by this staff.
A complete list of Bethlehem films in 16 and
35mm is available upon request by writing to
the Publications Department, Bethlehem, Pa.
There is no charge other than that of return
shipping cost. Film requests should precede
actual showing dates by at least three weeks.
Malleable Iron Founders Present
Product Picture on Their Industry
Sponsor: Malleable Founders' Society. Title:
This Moving World, 30 minutes of 16mm
film in color, \vith sound, produced by Ro-
land Reed Productions.
■k In this dramaticallv told story of .American
malleable iron the audience is taken into the
foundry and shown its spectacular operation.
It shows the uses of malleables in automobiles,
railroad cars, farm implements, plumbing and
electrical parts and for a wide variety of other
purposes.
The picture takes as its theme the impor-
tance of malleables in today's era of motion
and speed. It demonstrates the durability of
parts made of malleable castings, their resist-
ance to corrosion and to impact and shock. It
shows the ease with which they may be ma-
(CONTINUED OF THE FOLLOWING PACE)
NUMBER 7 • VOLUME 10 • 1949
29
CASE HISTORIES
(CONTINUED FROM THE PRECEDING PAGE)
chined into finished parts and explains the
))ait played by such castings in an industrial
world ivhere so much depends upon compo-
nents able to stand up under sudden and re-
peated strains.
Malleable iron castings have been made in
this country for well over a century yet it is
an industry about which the public knows
little. It is the aim of this film to acquaint the
public with this industry. This Moving World
will be shown to engineering and technical
societies, students in engineering schools, cus-
tomers of the industry, business groups, clubs
and others who may be interested.
Production: Production of the movie was
super\ised by a conunittee of Society members,
of which Frank O. Parker, vice-president of
Davton Malleable Iron Company, Dayton,
Ohio, was chairman.
Other members on the conmiittee were C. S.
Anderson, president of Belle City Malleable
Iron Company, Racine, Wisconsin; George
E. Bean, managing director of Eastern Mal-
leable Iron Company, Wilmington. Delaware:
D. L. Boyes, director of sales. Central Foundry
Division, General Motors Corporation, Sagi-
naw, Michigan; Cal C. Chambers, president of
Texas Foundries, Inc., Lufkin, Texas; R. J.
LaMarche. secretary of American Malleable
Castings Company, Marion, Ohio, and P. H.
Vincent, vice-president of Erie Malleable Iron
Company. Erie, Pennsylvania. James H. Lan-
sing of Cleveland, technical and research di-
rector of the Society, served as consultant to
the committee and producer.
Distribution: Inquiries may be addressed to
the Malleable Founders' Society, 1800 Union
Commerce Building, Cleveland 14, Ohio.
French Air Line Promotes Travel
From Viewpoint of the Hostess
Sponsor: Air France
Title: A Day in the Life of an Air France
Hostess, ten minutes, black and white, pro-
duced by Telenews Productions.
•k Twenty-four hours of a pretty French air
line hostess's life is shown in this new film.
From awakening in her parents' flat on the
Boulevarde Saint Germain in Paris to a shop-
ping tour on New York's Fifth Avenue, Mile.
Renee Foyer, who plays herself in the film, is
seen in her typical trans-Atlantic commuter's
existence as an air line hostess.
The film was made in Paris and New York
and en route between. Nairation is by Dwight
Weist and by Mile. Foyer, herself. It wiirbe
used for television and theatrical showings and
for loan to interested groups on request to
Air France Public Relations Department, 683
Fifth Avenue, New York.
Carnation Company Tells Doctors
Story of Modern Infant Feeding
Sponsor: Carnation Company. Film: Tliiil
Babies May Live. Producer: Apex Film
Corporation.
■k This film was designed primarily for pro-
fessional medical audiences. The Carnation
Company has sales representatives, called Med-
ical Specialists, who call on doctors and hos-
pitals throughout the country, giving them the
story of Carnation products, particularly evap
orated milk for infant feeding. The film will
present this story, with showmanship, in 20
minutes.
The picture is the story of how infant mor-
tality has been reduced drastically in the last
century, largely through the increased use of
milk, and the spreading of scientific methods
for controlling its purity. Emphasized is the
safety and digestibility of irradiated, evap-
orated canned milk. The Carnation label is
not absent from the picture, but neither is it
forced on the audience.
The picture is professionally produced, di-
rected and acted in all departments. The cast
consists of professional film actors such as
Heather Angel, An Baker, etc. The only pos-
sible flaw in the film is that some of the in-
formation it contains may be old hat to regis-
tered nurses and practicing physicians, but it
is valuable information for those who don't
know it, and good entertainment for all. All
the claims in the film are appro\ed by the
.American Medical Association.
Use of the film will not be limited to pro-
fessional audiences. Lay audiences will enjov
it, and get a great deal of good from it. It will
be particularly \aluable for Parent-Teacher
groups, ^vomen's clubs, and every young or
expectant mother.
The Carnation Company has purchased 27
jnojectors for its own offices in the United
States and Canada, with prints at each of these
offices. In addition some prints will be circu-
lated without projectors, and a number of
prints are a\ailable for school system and gen-
eral audience use.
The picture is black and white. It was pro-
duced by Jack Chertok of Apex, directed by
Sammy Lee. Dr. John Van Dolah, director of
Nutrition Research for the Carnation Com-
pany, was Technical Director of the fihuing.
Modern Minnons iiuprovr injunt care in ullicr
lands around tite world.
Eidtor's note: Other case reports on new film
programs appear on Pages 28, 211, 32. 34, 35,
and 4 1 of this issue.
.) SI cue jruin "I'ay iu the Older Ol"
American Bankers Association
Launches Educational Program
Sponsor: The .-\nierican Bankers Association.
Title: Pay To The Order Of, 1 1 '/2 minutes,
black and white, produced by Cara\el Films,
supervised by Film Counselors.
•k This is the first in a long planned series of
films on banking for use in schools. Some tea
or twenty more subjects will be prepared from
time to time to round out the series into a
rather coinplete pictine of modern banking
operations.
Shows How Checking System Works
Pay To The Order Of describes how a bank
check is prepared, what happens to it after it
is offered for payment of a bill, how it is routed
from one bank through a clearing house to
another, and why checks are an advantageous
method of handling the movement of money.
All this is contained in a little story about a
young man who wonders why his father pays
bills with checks instead of cash, and of the
bank officer who explains it to him in terms
of salety, convenience, receipts and accurate
records.
Pay To The Order Of leads off^ the series
because in a recent survey of a thousand
schools, bank checks rated at the top in school
interest of banking subjects. 90% of the
schools said they woidd use a film on this sub-
ject. All films in the series are specifically for
9th to 12th grade students, not for adults,
bank employees or entertainment tise. A
teachers manual prepared by Dr. Harold Clark
of Teachers College, Columbia University, is
part of the complete film package.
New Series To Be Self-supporting
The American Bankers Association is plan-
ning the new series to be self supporting by the
sale of prints to individual or groups of banks,
who then donate them to local high schools.
Prints are $50, including manuals, film can and
fibre case. The Association recommends that
the films should be sponsored (credit leaders
are supplied for SIO) in the following order
of desirability: (1) through local American
Institute of Banking chapters; (2) through
local Clearinghouse or association; (3)
through cooperation of two or more banks:
and (4) through individual bank sponsorshi]x
This order is reconmicnded to eliminate com-
nuri i:dism wherever possible and ])iu ail banks
on :in ecjual looting in their schools. •
i
30
BUSINESS SCREEN MAGAZINE
OPAQUE
PROJECTION
GROWS UP
Wl
ith
FEEDOMATIC by
HERE'S THE FAMOUS
MODEL 0A4
BESELER OPAQUE PROJECTOR
Projects a full 8'/2" x 11" page either
horizontally or vertically. The actual area
covered is 10" x 10" to allow for margins.
Equipped with 22" focus lens to provide
outstandingly clear images. Available with
AC-DC motor. For AC current users there
is a special AC motor and fan that cools
effectively but offers QUIET operation!
Ask your dealer, or write for literature.
CHARLES
6&sje^^
COMPANY
Est. 1369
60 Badger Avenue, Newark 8, N. J.
The World's Largesf Manufadurer
of Opaque Projection Equipment
Now your opaque projection material is given
live, continuous, streamlined performance.
• No more flutter, no matter how small the copy.
• No more cumbersome adjustable card holders
to slow the action.
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• No more damage to delicate materials.
• No more lost time.
With FEEDOMATIC you can project materials as
small as a postage stamp and as large as an BVi" x 11" page
without matting or mounting. You can project several
small objects simultaneously for comparison.
With FEEDOMATIC your dark room is kept dark - no more
lowering of the platen and flooding the room with light.
There is a FEEDOMATIC available for every
Beseler Opaque Projector. Equip each of your present
machines with this simple, marvelous device.
Ask your dealer te s/iow you fhe FECDOMATIC
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Charles Beseler Company, Dept. F
60 Badger Ave., Newark 8, N. J.
Please send me literanire on the following:
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Name
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Address
City
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NUMBER 7 • VOLUME
9 4 9
31
I'll'lLlll-R MaR\ C^llASl jiiits "Red
ffdtlier" through his sjnighlly aiitics.
A Clever Marionette Film Tells Story
of Community Chest in 250 Towns
Sponsor: The Community Chests of America.
Tide: Red Feather Magic. 9 minutes, Koda-
chrome, produced by Fihiis For Industry in
conjunction with Mrs. Eloise Walton ol
Conuuunity Chests and Miss Mary Chase.
■k Last month, 1250 cities and towns through-
out America began their Community Chest
drives. As units of The Community Chests of
America each city conducts its own fund rais-
ing, calling upon national headquarters for
experience and guidance in telling the advan-
tages of unified giving.
Local conditions determine the exact roster
of organizations which do their fund raising
through the local chest, but typical recipients
are the scouts, the Y's and organizations which
aid in the home, the armed services and in
health and welfare work.
This year, a new film. Red Feather Magic,
is telling the Conununity Chest story and at
the same time standing on its own feet as en-
tertainment. This departure in fund raising
films, which is now being shown in local thea-
tres, employs marionettes and spins a complete
story.
.\ sprightly, apple-cheeked youngster named
Red Feather is shown approaching an Amer-
ican community "which could be your town".
He appeals to Mr. and Mrs. Public for funds
to support all his services. But Mrs. Public
thinks it would be better to go back to the old
system of giving individually to separate ap-
peals. So Mr. Public takes some hedge clip-
pers and cuts Red Feather up into segments
which Mrs. Public sweeps away with her
broom. Immediately an indolent beggar ap-
pears on the scene, and the Publics, having no
way to know if his needs are real, dole out
money to him. Then they are solicited to buy
a tag for "Tag Day" by a fluttery society
matron who doesn't e\en know what the
money will be used for. An indignant citizen
calls upon the two householders to protest
that their treatment of Red Feather has cut
funds off from necessary welfare work and
made a chaos of charity in their town. To-
gether they appeal to the little fellow to come
back. Parts of his torso lioat down, and he is
rejoined and revi\ed by the townspeople.
Red Feather Magic is being shown by local
councils with IGmm color prints and also in
35mm black and white copies in mo\ie houses
where the councils can make arrangements for
bookings.
Early scenes of the comnmnity were shot at
Hamburg, Pa. where hobbyist Laurence T.
Geiringer has built in miniature a replica of
an .'\merican community complete in scale de-
tails of houses, streets and shrubbery. Mrs.
Eloise Walton of Comnivuiity Chest wrote the
script, and the marionettes were created and
operated by Miss Mary Chase. Films for In-
dtistry provided scenery, camera work and
other production facilities. •
A New Presbyterian Picture Awakens
Interest in the Christian Way of Life
Sponsor: The Westminster Press of the Pres-
byterian Church. Title: Into the Good
(hound, 27 minutes, black and white, pro-
duced by The Pathescope Company.
i Into The Good Ground is the story of a
successful architect who finds in his middle
years that life has lost purpose. Although
always outwardly a religious man, Dan Gard-
ner discovers that Christianity has not been
the vital dri\ing force in his life. Turning
to the Bible, which had always been a handy
source of gratification for his intellectual curi-
osity or a code of ethics for his children's edu-
cation, Dan finds a reawakened spirit. The
Bible, approached in a sense of need at the
time of a major disappointment, supplies the
central purpose of life that he has always
needed.
Attitudes, human relations and motivation
techniques, a long established specialty of the
house of Pathescope, are given the full treat-
ment without becoming mawkish in this ex-
cellent new religious film, one of a series for
the Presbyterian Church begun two years ago
with In Tlie Temple and in Every House.
Enhancing the ideas presented are a cast of
eight, a specially composed score and choral
music by the First Methodist Church of Ger-
mantown. Pa.
The fact that a Methodist choir was chosen
to sing in this Presbyterian film is an indica-
tion of the complete harmony and lack of
denominational bias characteristic of almost
all new Protestant films. Into The Good
Ground will reach Protestant audiences
through distribution facilities of the West-
minster Press and of the other major Protes-
tant film distribution centers. •
The "Voice" Behind Your Next Film
EXPERT NARRATION IS AN IMPORTANT ASSET IN GOOD PRODUCTION
AS COMMERCIAL FILMS continue to
expand their useful role in meeting
the urgent needs of today's competi-
tive luarketing and training problems — for
more sales via better selling methods — in-
creased attention is being given to the basic
components behind each new motion picture
and slidefilm production.
Of these, the voice behind your screen effort
is one of the most important. An experienced
narrator can "make" a good film; certainly a
lack-lustre voice can greatly diminish its ef-
fectiveness and audience interest. Here are a
lew of the problems which both sponsor and
producer face in finding and selecting nar-
rators.
The concentration of experienced and tal-
ented "voices" is in the larger centers of net-
work radio and television production. In Chi-
cago, Detroit, Cleveland, New York, and Hol-
lywood there is a wider selection of talent for
this reason. Outside of these centers there is
a noticeable tendency to re-use local talent,
which leads to a certain monotony in produc-
tion. Productions also lose effectiveness be-
cause the same voice in varying roles loses its
impact.
X'arying your voice assignments has other
ol5\i()us advantages. For one thing it prolongs
the "life" of local talent to occasionally bring
in another narrator. In cities like Chicago,
New York and Hollywood, the producer can
carry this practice to its fullest advantage and
thus lend added audience interest through
\ariety and specific application to the film's
subject by type-casting. It's mostly a matter
of knowing the talent available.
This problem is being met by "importing"
talent from nearby centers, such as Chicago,
and by good production scheduling so that
maximum work is provided on a single travel
budget. Such talent is available to the pro-
ducer at the same general rates as local nar-
rators. So this problem narrows down to
knowing the talent and for this reason we
have opened om pages to announcement copy
from a limited number of well-known person-
alities in the Chicago area.
These narrators are prepared to fiunish au-
dition discs for local s|)onsors or producers
and a majority of theiu can also be heard on
network radio or t.v. shows.
In accepting this material, the Editors of
Business Screen considered experience, abil-
it\', types of \oices, etc. before presenting die
new feature. It is expected that a similar serv-
ice will be provided in other months for East-
ern and West Coast talent.
We refer you, without hesitation, to the tal-
ent presented in this page. Their participation
in a film production will not only gi\e a "lift"
to the program biu also serves to assure its pro-
fessional quality.
To further (his cause. Business Screen will
accept calls and mail addressed to narrators on
the opposite page and forward to their des-
ignated representatives. No fee of any kind is
being accepted for this reader service. •
32
BUSINESS SCREEN MAGAZINE
MEET THE MIDWEST'S LEADING FILM, RADIO AND T.Y. NARRATORS
These widelj -known film, radio and television narrators arc available for your next production.
Call Betty Adams at WHitehall 4-6807 in Chicago to contact narrators on this page for appointments.
BOB ELSON
"On the Century"
Baseball
Football • Hockey
FRANKLYN FERGUSON
"Breakfast Club" CBS
"News of the World" NBC
TRANSCRIPTIONS • SLIDEFILMS
FILM NARRATION • T.V. SHORTS
STANLEY GORDON
Fourth Season as "John Mason'
Commentator for Chicago
Title & Trust Co., sponsoring the
Chicago Symphony Orchestra
WEDNESDAYS 8 P.M. WCFL
"Sky King' "Artorney-at-Law"
ABC WGN-TV
KENNETH E. NORDINE
"Breakfast Club" CBS '
"Ladies Be Seated" ABC
"Incredible But True"
MYRON L. WALLACE
Currently Announcing
"Curtain Time" NBC
"Sky King" ABC
"Super Circus " ABC-TV
'
JOHN WEIGEL
The Northerners" WON
TUESDAYS AT 9:30 P.M.
"Lawrence Welk Show"
ABC Network
WEDNESDAYS AT 9:00 P.M.
MOTION PICTURES
SLIDEFILMS • RECORDINGS
■DUMBER 7 • VOLUME 10 • 1949
33
In the^
RETAIL SALES TRAINING
Visual Education Series Ready
for Distribution to Pharmacists
♦ \'isu;il (jtiucatiun uiuterial for a
series of 12 training sessions, each
dealing with a single business as-
pect of the retail drug trade, has
been prepared by the American
Drug Store Business Training Ad-
visory Committee, representing
the state pharmaceutical associa-
tions, the College of Apothecaries
and the Proprietary Association,
in cooperation with the City Col-
lege Midtown Business Center in
New York and Frederic House,
specialists in visual education.
The purpose of the series is to
satisfy the merchandising and
management training needs of
pharmacists in the United States
and Canada.
Largi .Advisory Group
Besides the representatives of
the slate pharmaceutical associa-
tions, the .Advisory Committee in-
cludes educators, editors and exec-
utives of wholesale associations in
cooperation with Seymour B. Jef-
fries, Administrative Coordinator
of the Retail Drug, Cosmetic and
Toiletry Marketing Unit of the
City College Midtown Business
Center, in the development of tex-
tual and film content so that the
new program will reflect the com-
bined know-how of outstanding
leaders in the pharmaceutical field.
The series will cover Retail
Sales/natiship, Accounting and
Financial Control, Merchandising,
Promotion, Window arid Interior
Display, Layout and Moderniza-
tion, Departmentalization, Pre-
scription Department, Proprietary
Department, Cosmetics and Toile-
tries Department, Baby Goods De-
partment and The Fountain.
Each Program Sponsored
Each packaged training session
will be sponsored by a nationally
known manufactiner serving the
drug industry, who will bear the
costs of production as a service to
the profession and practice of
pharmacy. The Audio-Visual Cen-
ter of the Evening and Extension
Division, City College School of
Business in New York will distrib-
ute the training packages and
make them available to state, local
and county pharmaceutical asso-
ciations, wholesalers, chain store
organizations, local colleges and
state universities.
^ocityKg m^h®
NEWS AND COMMENT ABOUT COMMERCIAL FILMS
Color Film on Sales Technique
Produced for Yale and Towne
♦ The King Means Business, a
16mm sound film on sales tech-
nicpic, has been produced for the
Yale and Towne Manufacturing
Company by the Princeton Film
Center, Princeton, New Jersey.
Illustrating the effectiveness of
tested sales methods, the film sus-
tains high audience interest by the
use of a light comedy technique.
The film is in full color and
runs 17 minutes. A part of a sales
campaign now being presented to
the firm's own distributors and
dealers, the film is not available
for general distribution.
Inspection and Care of Bearings
Is Subject of a New G.M. Film
♦ A three-reel training film on
the proper inspection and care of
traction motor armature bearings
used in diescl electric locomotives
is being produced for the Hyatt
Bearing Di\ ision of General Mo-
tors by the Princeton Film Center,
Princeton, New Jersey.
♦ Aetna insurance films recently
shown at the Arlecchino Cinema
in Milan, Italy, have exerted nota-
ble influence in the insurance
field throughout that couirtry as a
result of the exhibit of American
techniques and methods, the State
Department has announced.
Shooting Lucky Strike
"marching cigarettes."
= May we serve you?
We'd be pleased to screen
some of our latest produc-
tions for you. No obligation.
IMC. NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Sarra production crew at u'or/t on I/i«a
new Safety Council film "Easy on th^
Eyes" (See column below).
Latest Safety Council Slidefllm
Has First Showing in Chicago
♦ Easy on the Eyes, the National
Safety Council's new 15-minute
sound slidefilm produced by Sarra
Inc., Chicago, was given its pre-
mier showing at the National Safe-
ty Congress and Exposition in Chi-
cago last month. It is the latest in
a long list of slidefilms sponsored
by the NSC's Industrial Division
and produced inider the super-
vision of Glenn F. Griffin, direc-ij
tor of Industrial Training.
The film shows how use of safe-
ty glasses reduces eye accidents in
industry and covers selection and
use of the proper kind of safety ,
goggles and proper work habits,.]:
which reduce eye hazards to a
minimum. It makes use of actual
testimonials from workers who
ha\e been blinded or nearly
blinded in industrial accidents.
Script for Easy on the Eyes was
\vritten by Wayne Langston mider
supervision of Joe Betzer. Photog-
raphy was by Michael Stehney. ,
Harry W. Lange produced and
Ken Nordine was naiTator.
Cornell Industrial-Labor School
Extends Audio-Visual Services
♦ The Audio-Visual Aids De-
partment of the New York State '
School of Industrial and Labor
Relations at Cornell University is
offering to the people of New
York state four services in the
audio-visual education field.
The services include short
courses and institutes for labor or
management groups on the tech-
niques of using audio-visual ma-
terials, a considtation service with
industries and labor unions on
audio-\isual problems of an edu-
cational nature, publication of
lists of industrial and labor rela-
tions films for both labor and,
management, and extension^
courses in various state localities;
on audio-visual lechniques and
materials.
S»
all
I'm,
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lit
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ISt
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Idi
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34
BUSINESS SCREEN MAGAZINE
^
"How to Cook Turkey" Subject
of Sponsored 35mm Fllmstrip
♦ //(>;<• r<i Ciiok Tiirkrx. a "il-
Iniiiic. Syiniu filmstiip in color
wiih captions, is liciii" (listiilniicd
free lo Home Eiononiits teacliers
bv the SotieiN lor \isual Eckita-
tion, Inc.. KKt Easl Ohio Slreel.
Chicago 11. Illinois. The filnisiri|)
gives a comprehensive picture ol
ho\v to cook turkey, how to jire-
pare it for cooking, how to carve
and serve the bird and what to do
wiih lelt-oxcrs.
The filmstrip and an accom-
panving manual are sponsored
jointly b\ the Poultry and Egg
Naiional Board, Chicago, Illinois,
and the National Turkev Federa-
tion. Mount Morris, Illinois.
Elgin Films Nearing Completion
♦ Production oE a new series of
thirteen 26-second, natural color
films is now nearing completion
by the Alexander Film Company
of Colorado Springs, Colorado, for
the Elgin National Watch Com-
pany as a part of the latter's na-
tional advertising campaign.
Story of Dayton, Ohio Available
♦ The story of Dayton. Ohio, is
now available in a I6mni silent
film titled Gem City, released by
.Allied Film Service of Dayton.
With 20 minutes rimning time
the film shows the early history,
modern industries and points of
interest of Da\ ton. The film may
be rented for S3 per day. |7 per
week or a copy may be had at a
list price of S67.50.
NEW 16MM MOVIOLA
Model LP
Picture area
2"x2yi"
also
available
with sound
equipment.
Write ior literature and prices on our
complete line of ISmm and 35mm editing
equipment, which includes: film viewing
machines, sound readers, synchronizers,
differential gear rewinders, rewinders.
MOVIOLA Manufacturing Co.
1451 Gordon St., Hollywood 28. Call).
Expanding Facilities Keep Pace
With Larger Audiences in Canada
♦ .\ growing audience for com-
mercially sponsored films in Can-
ada, as in the United States, is
being served by increased facilities.
Keeping pace with this demand is
the Benograph division of .Asso-
ciated .Screen News Limited, Mon-
treal, which has added a fifth, at
Moncton, N.B., to its national net-
work of commercial filiu distrib-
uting libraries. In addition lo the
Moncton branch. Benograph has
libraries located in Vancouver,
Winnipeg, Toronto and Montreal.
An intensified promotion pro-
gramme is being directed to
schools, colleges, universities,
chinches, film councils, commer-
cial lists, service and sports clubs
and adult education groups. This
is developing a broad pattern of
film users among self-equipped
audiences. Benograph expects that
a film of broad public interest
should be able to reach an audi-
ence of half a million persons
within a two-or-three year distri-
bution period.
Subject matter of commercially-
sponsored films in Canada has
ranged from straight manufactur-
ing and industrial content, pre-
sented in an educational and en-
tertaining manner, to productions
slanted to meet the demands of
carefully hand-picked groups.
« « •
State Department to Show Film
Abroad About Palisades Park
♦ The State Department will soon
be showing abroad the sound film,
A Natural Playground, produced
by The Princeton Film Center of
Princeton, New Jersey. This in-
formative film shows Amercians
enjoving the year round recrea-
tional facilities of Palisades Park
along the Hudson Ri\er. The
State Department's film program
reaches 100 million people abroad
through projection facilities in 200
embassies and consulates through-
out the world and a fleet of self-
powered units canying the .Amer-
ican story into remote areas.
» * *
Film Forum Discussion Held
♦ .A film forum discussion on
"The United Nations and You"
\ias held in the .Assembly Hall of
the Chicago Public Library on
October 18. The films Battle for
Bread and This Is Their Stoiy
were shown. Mrs. Jane Schrier
Schmidt, assistant midwest direc-
tor of the American .Association
for the United Nations, led the
discussion, with a panel from the
United Nations Association of
Chicago.
FOR
Dealer Display Rooms
Office Lobbies
Sales Offices
Trade Shows
Railroad Stations
Personnel Training
Write for circular B-9
withADAf^inc
• In Store by Day
• In Window at Night
Fully automatic, with color,
motion and .sound, ADmatic
will sell for you day and
night. Troublefree — com-
paet — versatile — the ideal
point-of-sale medium. AD-
matic tells your sales story
with thirty 2"x2" color slides
projected in sequence on the
large cabinet screen. De-
signed for use in lighted
areas, this foreeful advertiser
is your answer to increased
sales.
SALES AND DISPLAY OFFICE
Mmm PnojEom Compahy I'iJ^r^u'uh
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 8-50 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-50
Frames.
115 Volt AC 60 Cycle, Synchronous
Molor, Single Phase.
220 Voll AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
Animation Motors for Cine Special. Maurer
and Mitchell Cameras. Motors far Bolex and
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, INC.
20 West 22nd Street
New York 1 0, N. Y.
NUMBER 7
VOLUME 10 • 1949
Northwest Airlines Distributes
Picture on Hawaiian Travel
♦ Northwest Airlines has Ijegun
distribution of Stratoflighl, pro-
duced by Reid Ray Fihn Indus
tries of St. Paul, Minn. The film
features the new Boeing Strato-
cruiser 75-passenger planes used
on flights to the Hawaiian Islands.
The picture was made in coopera-
tion with the Hawaii Visitors
Rurcau.
National Audio-Visual Institute
Sound Slidefilm Now Available
♦ A fifteen niiniuc filmstrip The
National Institute for Aiidio-l'i-
sual Selling has been released to
tell the story of the Institute.
Cooperating in the production of
the filmstrip was the Audio-Visual
Center of Indiana University.
The story of the first Institute
for Audio-Visual Selling, which
was held in 1949 at Indiana Uni-
\ersity, is described. Scenes of the
class work are explained and a
description of the three sections of
the InstitiUe courses: Manage-
ment, Salesmanship and Film Li-
brary Operation, is given.
The Operadio signal-on-film au-
tomatic filmstrip system was used,
thus, the filmstrip can be shown
only on this type of equipment.
Prints are available on a free loan
basis to those interested in attend-
ing the 1950 Institute. Write Na-
tional Audio-Visual Association,
845 Chicago Avenue, Evanston,
Illinois. If Operadio automatic
filmstrip equipment is not avail-
able, showings where possible will
be arranged through Operadio
sales representatives. Write Mr.
Robert L. Shoemaker, St. Charles,
Illinois, for further information.
Crawley Films Announces Three
Long-Ternn Canadian Projects
♦ Crawley Films ot Ottawa, Can-
ada, announces the beginning of
three long term film projects. The
Toronto Transportation Commis-
sion is sponsoring a film on the
building of a new subway. The
picture will show the step by step
story of the subway's construction,
through the year 1952, when the
project will be completed.
For the next three or four years
Crawley also will document the
growth of Ajax, Ontario into a
model industrial community. This
project is being sponsored by the
Central Mortgage and Housing
Corporation.
The Public Works Department
of Montreal is sponsoring a film
showing the construction of a rec-
reational park that it is planning
to build on St. Helen's Island
during the next two years.
All three documentaries will
Industrial Films Serve Wide Field
Transportation, Dealer Relations and T.V. in News
later be released for coiiunimitv
showings.
John Deere Dealers See New Film
on "Behind the Price Tag"
♦ Behind the Puce Tag. a Reid
Ray production for John Deere
was pre\iewed recently by ele\en
John Deere branch house ad\er-
tising men at a meeting at Moline
Plant. The 26 minute film will be
part of the 1950 John Deere Day
sales program. The MT tractor
is featured. Other films prepared
for the John Deere Day program
arc Farmer of the Year, An Eye
to the Future, featuring the full
line of two-cylinder and diesel
tractors manufactured bv the com-
pany and ^Vhat's \ew which de-
scribes new types of farm equip-
ment.
Other Reid Ray productions to
be released soon arc Vatntioutime
at Atlantic City, for the .Atlantic
City Publicity Bureau, Tlie Hamp-
ton Roads Port for the Common-
wealth of Virginia, The Federal
Resen'c Bank and You for the
Ninth Federal Reserve District,
Poultry Disease Control Through
Science and Sen'ice for Dr. Salis-
biny's Laboratories and a new film
for the Fifth District Corps of
Engineers, U.S. Army, describing
the services the District office gi\ es
both the deep harbors and inland
waterways.
:^'
i^-M
'^^^st^.
■■^
•■^y
^«
OPTICAL
EFFECTS
LOUCKS & NORLING have the personnel and equip-
ment (all designed and built in our machine shop)
to make optical eflfects and animation that give an
added touch to straight photography in black and
white or color.
That is why every Loucks & Norling film gets
this audience reaction : "That was one of the most
interesting motion pictures I ever saw." The spon-
sor, and they are the best names in American
industry, gets the credit.
Our clients are mostly companies for whom we
have been making films for many years. They
know their way around in this highly specialized
business.
LOUCI»^NORLINC
245 WEST 55 TH
MOTION PICTURES
ST. » NEW
SLIDE FILMS
YORK CITY
SINCE 192 3
Television Viewers Favor Short
Commercials in West Coast Poll
♦ A survey taken last month at
the National Radio and Televi-
sion Exposition discloses that 50%
of the TV listeners polled prefer
shorter and less repetitious com-
mercials. Voting on the best film
spot announcements showed the
Lucky Strike film a three to one
fa\orite over the next film spot.
.Agency handling the Lucky Strike
account was N.VV. .A\ers, film was
produced by Jam Handy. Second
in preference was the Milani's
French Dressing film spot, pro-
duced by Telepix Corporation,
agency Jordon Co.
.A question on audience accept-
ance revealed that 58% thought
television commercials were "pass-
able," 25% said "wonderful" and
17% voted "terrible."
The polling was conducted by
The Telepix Corporation and in-
cluded over 1900 ballots. 3000 _
additional ballots have been sent
to advertising and other profes-)
sional agencies. Results of this'
sur\ey will be announced at a
later date.
Plans Half-Hour T.V. Series on
Theme of "Industrial U.S.A."
♦ Industrial U.S.A., a new series
of 52 half-hour TV films, is being
produced by the Hal Roach
Studios. Each film will tell the
story of a different industrial firm,
with scenes of the plant, produc-
tion line and officers. The idea
was originated by Reese Taylor,
president of the Union Oil Com-
pany, one of the sponsoring firms.
Production will begin in De-
cember, with the first film released
in March. Each sponsored picture
will ha\e its own budget. The
films will be released to local TV
outlets by stock brokers of the
sponsoring companies.
Baptist Home Produces a Film
for 1950 Fund-Raising Campaign
♦ The Baptist Home and Hospi-
tal of Maywood, Illinois, has spon-
sored a new 16mm film To Thine
Own Self Be True, to be used in a
fund raising drive to build a new
hospital and expand the Home.
The film was produced by Atlas
Film Corporation of Oak Park,
Illinois. Recently a showing of
the film in the Oak Park, Illinois
Baptist Church attracted an audi-
ence of 750.
Cooper Alloy Foundry Visual
♦ Cooper .AUov Foundrv of Hill-
side, N. J., has released a foundry
practice film showing manufac-
ture of stainless steel. 22-minute
subject available on free loan.
36
BUSINESS SCREEN MAGAZINE
New Air Force Motion Picture
Visualizes Mobile Exhibit Show
♦ The Uniiei) Si ates Air Force
has completed and distributed a
lOiiiinutc. black-and-white film
report titled Road Slioir, SFI' 214.
The pic tine tells the siorv of the
Mobile Exhibit L'nit from the Air
Materiel Command, Wright-Pat-
teison Air Force Base, Dayton,
Ohio, which travels by truck con-
vo\ to all parts of the country in
conjimction with air shows.
IGnim sound prints are avail-
able on free loan bv addressing
die Public Information Officer at
the nearest of the following head-
quarters: Hq. Middletown Air
Materiel .\rea, Olmsted .\FB, Ala-
bama; Hq. Mobile .\ir Materiel
Area, Brookley AFB, .\labama;
Hq. Ogden Air Materiel Area,
Hill AFB, Ogden, Utah: Hq.
Oklahoma City .\ir Materiel .Area,
Tinker .AFB, Oklahoma Cit\ . Ok-
lahoma; Hq. Sacramento .Air Ma-
teriel Area, McClellan AFB, Sacra-
mento, California: Hq. San .An-
tonio Air .Materiel Area, Kelly
AFB, San .Antonio, Texas; or Hq.
U'arner Robins .Air Materiel Area,
Robins .AFB, Georgia. Prints may
be purchased through Castle Films,
Inc., 1445 Park .Avenue, New York
City.
:■,: * *
Military Education Film Is New
Department of Defense Release
♦ TaA-t' Time for Tomorrow, a 12-
ininute 16mm black-and-white
film showing educational opportu-
nities a\ ailable to all military per-
sonnel while in service, has been
completed and distributed by the
Department of Defense. The film
describes educational pursuits
from illiteracy to college level.
Academic and vocational - type
courses are visually described. The
film shows ho^i' classes are con-
ducted, how study materials are
prepared, correspondence lessons
graded and how to enroll for the
itudy of a specific subject.
Prints are available on loan
through the .Armv Central Film
Libraries, \a\al District Head-
tiuarters and .Air Force .Area Head-
Type Titles
. . . a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO 11
quarters Libraries servicing your
locality. Prints may soon be pur-
chased through Castle Films, hu.,
1445 Park Avenue, New York City.
* * *
New Canadian Biological Subject
Wins Film Award at Cleveland
♦ Vegetable Insects, a colorfilm
studv of some connnon garden
pests and showing ways and means
of controlling them, has won for
its producers, the X.vrio.N.\L Film
Bo.\RU of Ottawa, Canada, their
fourth film award in international
competition within a month. Ihe
film was awarded first prize in
general biological film competi-
tion at a convention of the Bio-
logical Photographers .Association
held in Cleveland.
The Brussels Film Festival in
Belgium awarded two "firsts" to
NFB films. Hen Hop and Fiddle-
de-Dee, and Chante Jeunesse, an-
other NFB production, took first
prize for short subects at the
\'enice festival in Italy.
Vegetable Insects was produced
by Evelyn Cherry of NFB's agri-
cultural film unit for the federal
Department of .Agriculture and
runs 20 minutes.
UNESCO Committee Preparing a
Film Catalog for Use Abroad
♦ .An evaluated catalog of visual
materials suitable and available
for use abroad is being compiled
by a subcommittee of the Panel on
Films of the U.S. National Com-
mission for UNESCO. The sub-
committee plans to have com-
jileted by 1950 a catalog of films
and filnistrips for use in education,
science and culture throughout
the world.
The cooperation of a board of
outstanding advisers has been
seemed and a careful process ini-
tiated for the purpose of viewing
and evaluating visual materials.
Producers are cooperating bv pro-
viding prints of numerous films
for screening by the board of ad-
xisers.
Another useful service of the
Panel on Films has been the col-
lection of audio-\ isual educational
publications produced in the
United States. A complete set of
these publications has been pre-
sented to each of the 46 members
of UNESCO.
!!: S: *
Lists Health and Welfare Films
♦ See S; He.\r, national a-\ educa-
tional journal, has just published
a complete guide to all Health
and Welfare films, totaling more
than 600 motion pictures and
slidefilms with complete sources.
50c. 812 N. Dearborn, Chicago.
J9o Yau fViEni
prints*?
— OR DO YOU WANT—
perfect prints for your fine production?
There is only one answer to the question.
Entrust your printing work to a laboratory that
specializes in 16mm.
Fine grain black and white. Special television
technique. Sound printing as a separate opera-
tion on the Maurer 1 to 1 optical track printer.
Exposure correction in color. Synchronous re-
recording from tape. Printer fades and dissolves.
PRECISION
FILM LABORATORIES, INC.
21 West 46th St. — New York 19. N. Y.i=
JUdson 2-3970
Project All Size Slides . ,
FROM 2 X 2 UP TO 31/4 X 4 .. . PLUS fllttlSifipl
VOUBLB
J 000 WATT
Only GoldE
ALL-PURPOSE gives you
such versatile, high effi-
ciency, long range projection!
Handles the full range of
visuoi stills . . . brilliantly . . .
in coior or black-and-
white! Cooler operation
. . Provides utmost safety
^ith high po^er illumi-
nation for even the small-
est transparencies! Choice of
coated lenses. Compact.
Easy to operate. Lift-off
carrying case available.
Send for Bultetin No. 473
ly S^^ GoldE Manufacturing Co.
f ^^^ 1220-5 West Madison St.
Chicago 7, U.S.A.
Makcrt of Qvaiity Proi«cfion
equipment for 25 jreorr.
NUMBER 7 • VOLUME 10 . 1949
37
Atlas Film Delivers Ford's TV
Football Series in Record Time
♦ A 30-minute TV program on
film, covering- the highlights ul
the Big Ten football games and
produced by Ailas Film Corpo-
ration, is being telecast each week
over 16 television stations, under
the sponsorship of Ford Motor
Company dealers.
Photography taken for the film
is from official Big Ten films which
are delivered to the Atlas studios
by midnight the day of the games.
The film is developed and printed
by noon the following day. Work
prints are turned over to the edi-
torial staff which selects the high-
lights from each game, places them
in correct sequence and has a fin-
ished work print ready for sound
recording Monday morning.
Meanwliile, titles have been pre-
pared and photographed and Wil-
fred Smith, football expert, is
photographed as he gives football
predictions for the coming week-
end. Monday morning, sound re-
cording is made and a composite
print of the sound track and pic-
tiue is then prepared. Additional
prints are next prepared so that
they may be shipped and in the
hands of the various television
stations by Wednesday night.
The program is expected to
continue through the football sea-
son and thereafter it is planned
that programs covering other
sports events will be developed.
Educational Possibilities of TV
Exploited in Chest Campaign
♦ A demonstration of the mass
scale educational possibilities of
television was carried out for tlie
first time last month when Phila-
delphia stations WFIL - TV,
WCAU-TV and WPTZ combined
their facilities in behalf of the
Community Chest to present a
half-hour solicitor training pro-
gram. It was the first time, too,
that program content had been
planned both for official workers
and the general television audi-
ence.
The program was kinescoped
without charge for use by the
Community Chest by Paramount
Pictures' television department.
Copies of the kinescope recording
have been made a\ ailable to Chest
headquarters throughout the
country and thousands of volun-
teer Chest solicitors have derived
their basic training from the film.
The three-station Philadelphia
program was expected to reach
audiences in more than 235,000
television homes in the area served
by the Chest.
38
gi^yo
in the MgM:
Video Doubles Share of Total U. S. Audience
TV Sains Share of Broadcast
Audience; Now Has 11.5 Per Cent
♦ 1 he share of the total broad-
tasting audience in the United
.Slates now belonging to television
is 11.5 per cent as opposed to 5.4
per cent in January. 1949. Radio
lost 6 per cent during the same
period, Thomas H. Brown, Jr.,
vice-president of C. E. Hooper
Inc., told the convention of the
Association of National Achertis-
ers last month.
U.S. Hooperatings for mid-win-
ler 1949 showed an average audi-
ence increase for evening half-
hoin- sponsored radio-network
|jrograms of 20,000 homes o\er
mid-winter 1948, Mr. Brown
added. He emphasized that radio
homes have incieased an esti-
mated 2,000,000 over 1948.
Television's growth in 37 lead-
ing \ideo cities from Jaiuiary to
August of this year moved from
9.4 per cent to 17.6 per cent, Mr.
Brown said. Share of audiences in
those cities, based on seven nights
a week of AM-TV shows during
July and August, ranged from 1.7
per cent in Oklahoma City to 32.6
per cent in Baltimore. Percentages
were 28.2 and 28.5, respectively,
lor Philadelphia and New York.
♦ A series of 10 television film
commercials for Sacony Suits is
being produced by Special Pur-
pose Films, Inc. at Fox Movietone
Studios, under the supervision of
William Forest Crouch.
PATHESCOPE PRODUCTIONS
SeO FIFTH AVENUE, NEW YORK 19, N. Y.
PLAZA 7-9200
KuHa TV Program Presents
Problem in Sales Planning
♦ i'clevising of the filmed com-
mercials selling the "Dessert of the
Month" on the Kulila, Fran (iiid
Otlie program presents a problem
in planning and coordination on
the part of the stations, client,
agency and film producer. Twenty-
two NBC stations carry the show,
live, Tuesday and Thursday eve-
nings and 15 stations televise the
kinescope version.
Since some of the stations using
the kinescope version may be put-
ting it on the air three or four
weeks after the original has been
televised, the October commercial,
for instance, has to be cut from
the kinescope of some shows and
replaced with a duplicate 16mm
version of the November "Dessert'
of the Month" commercial.
To keep the commercials up t(
date on all stations Pathescopi
Productions, producers of the com-
mercials for N. W. Ayer and Son,
Inc. whose client, Sealtest Prod-
ucts, sponsors the show, has to
deliver the following:
(1) Thirty-five-mm prints of each
commercial for the live telecasts!
originating in Chicago.
(2) Sixteen-mm prints of eacl
commercial for cutting into kine-
scope prints.
(3) Sixteen-mm negatives of each;
commercial for cutting into kine-
scope negatives.
Sealtest plans to continue its
sponsorship of the show for the
rest of 1949 and for 44 weeks o£
1950.
TELEVISUAL SHOP TALKl
. . . Famous Studios has recently}
completed a series of 20 secondi
film spots for Sunsweet Prunel
Juice. Young & Rubicam is the'
agency.
. . . James Shelby of McCann-
Erickson spoke before the Chicago 'j
Television Council at the TavernJ
Club October 19, on the subject!
of "TV Commercials — or How to '
Keep over Fifty". Art Holland
presented the TV picture from the
local achertiser's side. '
♦ Sarra, Inc. of Chicago has pro-
duced a series of 20 and 60-sec-
ond film commercials to introduce
the new O'Cedar Sponge Mop to
TV audiences. Prepared through
Young and Rubicam, Inc., the
commercials are currenilv being
used over WMBQ and WENR-TV
in Chicago. Television spots will
later be released to other TV sia-
tions. The series demonstrates
1
BUSINESS SCREEN MAGAZINE
^ STOP-MOTION ri WMRs ill Stnra's Chi'
•o ididins are (I In r) Harry I.ange,
trttitlion »nrt7i««j*'r; lioh Ltmgitii. cam-
i; Hfh-u Krnpka. sci'nariu: and Joselrli
tzer, ilhfctor of film planning. Client:
luri'l Tooth Paste.
w ihe sponge mop permits the
jpping of Hoors dry wilhout wet-
ig ihe hands.
Y. Edison Television Series
The Consolidated Edison Com-
ny, now sponsoring the Telepix
wsreel on station WPIX, New
irk, has contracted (through Bat-
1, Barton, Durstinc & Osborn)
: ten one-minute fihii conimer-
ils featuring Arthur W'allender,
nier New York City PoUce Com-
issioner and now Assistant to
msohdated's President.
The ten commercials, to be pro-
iced by Transfilni, Inc. will ex-
ain various services of the utili-
:s company and show how tliey
;ect the consumer.
pact TV Films Completes Video
ries With Clever Optlcals
iMTAtrr T\' FILMS, which was
rmerl) Dunn-Williams Produc-
)ns, has very recently completed
series of television commercials
r the Regal .Amber Brewing Co.,
akers of Regal Pale beer. The
inute spots are clever little play-
ts, using gags based on Regal's
Uboard girl. Some well-known
oil) wood character actors and
iniics are used in the spots. \'er\
[ective use is made of trick op-
:al effects in bringing the bill-
)ard girl to life to sing the Regal
|iuglc' .iiul offer a glass of Regal
I'alc beer to the characters in the
skits. The special effects and
npiical priming weie done by
1 ilmclkcis of Holhwdod.
Dr. Frank Back Develops Studio
Lamp for Shadowless Lighting
♦ .\ spciial t\pe of cold cathode
tubular lamp moiniled in front of
a dilluse reflector in a close-space
airangement has been designed es-
pecialh for tele\ ision by Dr. Frank
(.. Uaik of F. G. Back X'ideo Cor-
poration in New York. The new
lighting unit is calculated to pro-
vide a special shadowless light
capable of key or overall illiuiiina-
tion matching the light and color
response characteristics of present-
da\ camera tubes.
Up until now. TY directors and
technicians have borrovved from
the lighting tricks and techniques
of the stage and screen. But, un-
forituiatelv. lighting that looks
hue in the theater and the movies
just doesn't work when it conies to
television. The new unit, said to
meet television's unit|ue key light-
ing requirements, is now available
to TV stations.
Lever Bros. T.V. Show Features
New World Roundup Commercial
♦ .\ special film opening, showing
Lever Brothers' products moving
around the world via stop-motion
photography, is being used in
'The Clock", NBC live television
drama presented each Wednesday
night to television audiences in
the East and Midwest. The film
was produced for Lever Brothers
l)v Sarra Inc., Chicago. Bob Jen-
ness, Sarra director, guided the
film production in the New York
studios under supervision of
George Gladden and Larry Gold-
Wasser of the J. Walter Thompson
Company, advertising agency han-
dling the accoinit.
Ford Sponsors United Nations Show
♦ L.ite news reports tonfirm that
the Ford Motor Company will
sponsor a regular three-hour pro-
gram on the L'nited Nations via
television. This will be one of the
longest programs on \ ideo.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
of
Specialized lens
mountings and
equipment for
1 6mm & 35mm .;
cameras
Animation Equipment .
MOTORS for
Cine Special. Maurer
and Bolex Cameras
LENS COATING
John Clemens — Erwm Horwood
NATIONAL CINE EQUIPMENT:
INC.
I 20 WEST 22iid ST., NEW YORK 10, H.Y.
RENTALS — SALES
— SERVICE
Eyemo, Mitchell,
Bell & Howell, Wall.
. Cine Special Cameras
Bausch & Lamb
[; "Baltar" lenses and
others for Motion
Picture Cameras
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or blacic and
white. ..16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
Everybody is MR. BIG at CFI !
Here at Consolidated, you get just as much
attention and the same high quality work
as our oldest and biggest customer. Tour
job doesn't get lost in the shuffle. Equally
important, you get all the advantages of
the unexcelled production facilities, the
long experience and superb craftmanship
CFI has painstakingly developed through
years of serving the leaders of the film
industry.
You'll never know how important these
advantages really are to you until you try
CFI. The cost is no higher.
The Only Complete Laboratory Service
for 16mm and 35mm films.
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporation
959 Seward Street, HoU>-\vood, California
Telephone - H011>'\vood 9-1441
NEW vobk: 1790 Broadway, New York 19, N.Y.
Tor Better Attention;
seat them comfortably in
AMERICAN ALL-PURPOSE FOLDING CHAIRS
American FoMingChairs provide the
ideal seating for employee meetings,
film exhibitions, cafeterias and din-
ing rooms. These attractive, econom-
ical chairs are shaped for comfort.
Built strong and sturdy to give
you years of service, they are also
safe — can't tip over in use. No
snagging or pinching hazards. Fold
quickly, quietly. Light and com-
pact, easy to carry and store.
To make sure you get top yalue in
folding chairs and all types of pub-
lic seating, insist on products of the
American Seating Company. Vi rite
us today about your needs. Dept. A.
American Folding Chair No. 44
Fi\e-ply urea-rcfiin-bonded hardwood seal,
durably lacquered. Triangular, reinforced tubu-
lar sieel frame; soiid-Btrel cross braces. Dipped
baked -enamel 6niflh, Replaceable rubber feel.
American Folding Ctiair No. 43
has eanie fine coiiBlruclion
features, but with fornie<l
eieel seal- jVo. 47. also
available, has seat and back
upholstered with hifih-
^radc brown imitation
leather.
c^meUcan Seatinff (ontfiafif/
jpidt 2, Mich. • Branch Officej ond Oi»lributors in Prii
WORLDS LEADER IN PUBLIC SEATING
' - of Theaire, Audirorium, School, Church, Tr
UMBER 7
VOLUME 10 • 1949
39
■k The article in Issue 5, 1949 of
Business Screen was not intended
to be a definitive article on mag-
netic recording nor did we list all
the good available recorders. But
because the piece has aroused so
much interest among those con-
cerned with film production, we
are adding more information here.
REPORTS ON MAGNETIC RECORDERS
'flic Kincrox liciorder
THE KINEVOX
The Kine\ox synchronous mag-
netic film recorder uses 17 '/2mm
film (split 35) with a 90 feet a
minute film speed. The Kinevox
is contained in one carrying case
and weighs 50 pounds. The main
drive sprocket is driven by a single
dynamically balanced salient pole
synchronous motor. In place of
reels and flanges silent tight-winds
are used, ha\ing the correct weight
to assure smooth film delivery and
take-up.
The recorder case is inner
treated for sound absorption.
Parts arc precision cut for easy
interchangeability. The Kinevox
can be supplied for rack and panel
mounting.
The Kinevox Recorder sells for
11250, F.O.B., Burbank, Calif.
More information can be obtained
from Kinevox, Inc., 4000 River-
side Drive, Burbank, Calif.
HALLEN RECORDER
♦ Described in Issue 5 of Busi-
ness .Screen this year, the Hallen
B-22 is the latest model of this
portable synchronous magnetic re-
corder available. Pictured below:
THE MAGNAGRAM
♦ The Magiiagram M-116 syn-
chronous IGnnu recorder was men-
tioned in the previous article, but
was listed by mistake as a non-
synchronous recorder. The Mag-
iiagram M-llfi is not only syn-
chronous but was among the first
synchronous magnetic film record-
ers to be annoiniced. Business
Screen carried a story on it in Is-
sue 6, 1948, soon after it was pre-
sented at the SMPE Convention
in May, 1948.
Magiiagram recorders are in use
by the U. S. government, by the
Film Board of Canada, and by
many inde|3endcnt producers. Re-
sults, as reported to the manufac-
turer have been luiiformly very
good.
The Magnagram M-116 at $2350
is more expensive than some of
the other recorders on the mar-
ket, but at that price it is a com-
plete recording outfit with no ad-
ditional parts to be bought. Here
are some of tlie features of the
Magnagram: It can be blimped
for silent operation. The trans-
parent front cover leaves all parts
of the film motion path visible at
all times. It is complete with two
pre-aniplified microphone chan-
nels and one phono input. Foot-
age counters are standard equip-
ment and are interlocked with the
drive sprocket. All components of
the M-116 are mounted on stand-
ard W. E. 19" rack panels for
studio mounting, when removed
from their portable cases. The
M-116 is controlled by three sep-
arate motors — two hysteresis mo-
•SALES PROMOTION
•SALES TRAINING
•JOB TRAINING
•PUBLIC RELATIONS
•TELEVISION
C 0 M P A NY
WALTON BUILDING - ATLANTA 3, GEORGIA
MOTION PICTURE PRODUCTION
16MM - - - 35MM
The Miigiianram M-116 Recorders
tors for the supply and take-up
motion and a standard drive mo-
tor. The Magnagram drive is ver-
tical for ease in threading and
handling the film, and flutter-free
motion. The input channels, mas-
ter control and monitor control
are ladder attenuated.
Standard editing equipment can
be used for the 16mm magnetic
film.
The Magnagram M-116 is de-
signed expressly for 16inm pro-
ducers. Use of 16mm film is said
to provide more perfect synchro- 1
nization, simpler cutting and edit-
ing, and just as good sound as 1
35mm or 17 '/2 mm magnetic re-i
cording. It is more economical/
in that it uses much less film per
hour of recording. Also the Mag- (
nagram can take a 1200 foot reel, I
sufficient to permit 33 minutes of 1
continuous recording, as tor re-
cording radio and tcle\ision pro- >
grams, etc.
More information and a com-
plete brochure on the M-116 can
be secured from Recogram Re-
corders Co., 1 1 338 Burbank Blvd.,
North Hollywood, Calif.
I*'
(I*
ill
!-5J
4
S.O.S. cinema Supply Is Distributor
for Magnecord Tape Recorders
♦ The use of magnetic tape re-
corders in pre-release motion pic-
ture production has reached such
importance that Magnecord, Inc.
has appointed S.O.S. Cinema Sup-
ply Corp. as a distributor for this
field.
"The time may be far off when
the magnetic technique replaces
photosoinid recording and repro-
duction", says J. A. Tanney, head
of S.O.S., "but the many advan-
tages of high quality tape ma-
chines, such as the Magnecorder,
ha\c almost forced film producers
to adopt this quicker, easier
method."
40
BUSINESS SCREEN MAGAZINE
■ ft
Visualized Sales Program for Coolerator Company
Distributors Presented on New Wilding Projector
k A new autoniatic slidefilm pro-
cctor for large audience use, de-
igned by Wilding Picture Pro-
ifciioNS, Inc. was used commer-
ially lor the first time, October
14-25, to show a series of slidefilnis
lefore a sales meeting of Cooler-
ltor distributors at the Edgewater
ieach Hotel in Chicago. The
lidefilms were used in conjunction
vith displays of the actual pred-
icts to point out to distributors
he new features and selling points
)f Coolerator's 1950 line of refrig-
rrators, freezers and electric ranges.
"We are tremendously enthusi-
istic about the job the producer
las done for us," William Mc-
ionough, advertising manager for
lloolerator, said. "We have built
lur whole sales program around
his visual material and we are
specially enthusiastic about the
)rofessional quality of their pro-
ection."
Films Tell Prodlct Story
Pioneering jor Progress, a 35mm,
)lack-and-white slidefilm, was used
o tell the story of the designing
)f Coolerator's 1950 line of refrig-
Tators and to impress its features
ipon the audience. Preview for
50, a series of 4 x 5 Ektachrome
lides, showed and described the
eatures of Coolerator's electric
angcs for 1950. Something Xeu>
n Freezers, another set of 4 x 5
:olor slides, told the story of the
1950 freezers, and a 35mm black
ind white filmstrip, Quality
Zounts, was also shown.
Each slidefilm was shown first,
o acquaint the distributors with
;he features of the product so that
;hev could get the maximum bene-
it from the "live" demonstration
ivhich followed.
The slidefilnis were lensed by
U'illiani McLaughlin, and directed
ay Robert Rockwell of the ^\ild-
ing staff. Robert Lane supervised
;hc showing of the slidefilnis for
the producer, and A. J. Bradford.
Wilding special service executive
and designer of the new projection
unit, was present at the first show-
ing.
Water-Cooled .\rc Light
The new projector makes use of
a liny red signal light which blinks
to the operator when it is time to
change frames. Strong Junior-Hi,
one kilowatt projection arc lamps
are used on the Wilding projec-
tor. The heat element of the light
is reduced 80 per cent by the time
it contacts the film while the light
element is only reduced 20 per
cent. This is accomplished by pass-
ing the light through glass-en-
closed ports of a series of water-
filled containers. The projector
handles either 3i4x4i4 or 4 x 5
inch slides and 35mm slidefilnis.
New Vest-Pocket Model Color
Temperature Meter Developed
♦ .\ new vest-pocket model color
temperature meter, known as the
SPECTRA Type B, will be put on
the market shortly after the fiist
of the year by the Photo Research
CoRPOR-^TiON of Burbank, it has
been announced.
The Spectra Type B is a direct
reading instrument for use both
indoors and out. It has four scales,
one of which reads degrees Kelvin
from 2600 to 10,000 and the other
three being for Daylight, Type A
and Type B film, reading directly
in filter numbers. The Spectra
T\pe B introduces a revolution-
ar\ ne^v principle in design which
makes the meter completely free
of directional effect.
The price of the Spectra Type B
will be in the S50 range. Further
information on the Type B meter
can be obtained from the Photo
Research Corporation, 127 W.
.\lanieda .\vcnue, Burbank, Cali-
fornia.
Left: Presenting the
new theatre-quality
large-screen slide and
plidefilm arc projection
unit developed by Wild-
ing Picture Produc-
tion's special sei'vice
department to meet
special client require-
ments. Note the long
lens barrel and other
special features of this
new engineering contri-
bution toward better
screen presentation.
VITACOLOR
The Three Co/or Process ihai is destined to play
a leading role in the molion picture Color Field
VITACOLOR gives the produrer . . . Release Prints with more Brilliant
and Saturated Color, Sharper Definition. Finer Grain. Silver Sound Track —
and at low cost ! !
\' 35mm VITACOLOR Theatre Reieose Prints from all 35mm and 16mm Color
Originals.
y,^ 35mm VITACOLOR Theatre Release Prints from 35mm 3-Color Successive Frame
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V Complete Printing and Processing Service for the New DU PONT Color Positive-
\/ Complete Ansco Color Printing and Processing Service for Motion Pictures, Slide
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\/ All the highly speclolized Contact and Opticol Printing equipment used in the
VITACOLOR Process Is available for use on v/ork from our Ansco Color and
Du Pont Color Customers.
\/ VITACOLOR is the largest and best equipped 35mm CoUr Film Processing
Laboratory in the United States devoted to Color Motion Pictures, Color Slide-
films, and Color Slides. DAILY CAPACITY— 216,000 feet.
y/ FREE Testing and Filler Pack Data for Ansco Color Film.
■\/ FREE Pick-up and Delivery Service in the Los Angeles Area.
— Please ivrile for Quotation —
VITACOLOR
"Brings the Rainbow to the Screen"
230 West Olive Ave., Burbank, Calif. Phone CHorleston 0-8136
A RACK
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MAXIMUM STORAGE
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RK-125
FLOOR UNITS
SEPARATE LENGTHS
Many models — any size — any capacity Ideal for your own cabinet, showcase,
for efficient film filing. Each reel held erect
in its place by curved, rigid steel rods. In-
dividual index cards. All steel construction.
End uprights of sturdy steel angles closed
with sheet metal. Baked-on enamel finish
is olive-gray.
bookcase, table, closet, etc. Same as used
in floor units. Supplied in any desired
length complete with drilled end mounting
brackets ready for use.
WRITE FOR NEW CATALOGUE NO. 17 — Complete line of 16mm
aids — Film cabinets, power rewinds, splicers, tables, reels, cans, etc.
^suurnmBo,
PRODUCTS CORP.
330 W. 4 2 ST. NEW YORK 18. N. Y.
NUMBER 7 • VOLUME 10
19 4 9
41
♦ Discussion of ihc iiroposcd new
tonstilutioii, rcadinf> ol 24 iccli-
nical papers and the piesentalion
of three awards, highlighted the
66tli semi-annual convention of
the SociF.TY OF Motion Picture
ENGiNEiiRs at the RooseveU Hotel
in Hollywood last month.
A proposal to change the name
of the Society to include television,
which necessitates a change in the
constitution, together with other
proposed changes, was discussed
preparatory to sending out a letter
ballot to all voting members for
formal action. Results of balloting
will be announced December 15.
Progress Medal Award
The Society's 1949 Progress
Medal was awarded Dr. Harvey
Fletcher, retired director of physi-
cal research of the Bell Telephone
Laboratories, for his outstanding
achievements in motion picture
technology leading to the advance
of the motion picture art and
industry. The Samuel L. Warner
Memorial award was presented to
Ral|)h M. Evans, of the Eastman f
Kodak Company, for his original
work in motion picture color. Fred
G. Albin, of the Television De-
partment of the American Broad-
casting Company, receixed the
SMPE Journal Award for the out-
standing technical paper pub-
lished in the Society's Journal,
titled "Sensitometric Aspects of
Monitor Tube Photography." All
awards were presented by Earl I.
Sponable, SMPE president.
The American motion picture
industry must take every legiti-
mate measure possible to combat
Great Britain's restrictix e laws per-
taining to importation of .Ameri-
can films if it is to regain its pros-
perous position in 1950, Edward
P. Cmtis, \ ice-president of East-
man Kodak Company, said at a
luncheon opening the convention.
If we are to give England dollars
to spend, he said, a possible solu-
tion woidd be for us to import
more and export less.
TECHNICAL PAPERS DIGEST
♦ A 16-inch telescope to which a
35mm camera is attached now
makes possible the tracking of
rockets to over 100 miles in the
air, Henry M. Cobb, Ballistic Re-
search Laboratories, Aberdeen
Proving Grounds, Maryland, dis-
closed at the convention. A com-
plete motion picture record of the
behavior of the rocket missile from
the moment it leaves its launching
platform is provided by the unit,
he said.
A sprocketless magnetic tape L
SMPE HEARS REPORTS FROM FIELD
64th Semi-Annual Convention at Hollywood Features
Symposium on High Speed Photography Developments
recorder and reproducer which
maintains synchronism by virtue
of a control signal recorded simul-
taneously with the original signal,
was described in a paper rendered
by Richard H. Ranger, Ranger-
tone, Inc.
J. T. Muller, Bell Telephone
Laboratories, Inc., told how high-
speed motion pictures have made
it possible to analyze extremely
rapid motions associated with ex-
plosion phenomena and high im-
pact shock. Carlos R. Elmer, U.S.
Naval Ordnance Test Station, In-
yokcrn, California, disclosed that
Kimm and 35mm high-speed mo-
tion pictiue cameras are now
operating at speeds up to 4,000
frames per second to obtain de-
tailed slow motion studies ol
launchings, separations, static fn-
ing and detonations.
The invention of a new high-
power, high-intensity electric light,
the luminescent source of which
is two-tenths of an inch in diam-
eter and one-eighth as bright as
the sun, was revealed by \V. D.
Buchingham, assistant to the Elec-
tronics Research Engineer of Wes-
tern LInion. The source of the
light is a pool of molten zirconium
metal which is niaintained at a
temperatme near 6,500 degrees
fahrcnhcit. li is expected to result
in major developments in the pro-
jection, television, photographic
and lithographic fields, he said.
Television pick-up tubes with
Within the past year
.-(.
.^ ../:
^^"^ i^^^ iif^
\
have entered into contracts with
MPO
for the production of motion
pictures in color.
•
our clients' complete satisfaction
with the quality of color
films delivered is evidenced
by renewed business.
•
for further information about
MPO's film-making people
and policies write —
MPO
PRODUCTIONS, INC.
342 MADISON AVENUE
NEW YORK 17, N.Y.
the sensitivity ot the himian eyi
ha\e now been attained in thi
laboratory, announced Dr. Vladi
mir K. Zworykin, vice-presiden
and technical consultant of thi
RCA Laboratories Division, Ra
dio Corporation of America
Princeton, N.J.
Describe DuPont's Color Film:
♦ The de\ elopment of a new tolo
film stock which will eventuall'
permit motion pictiue producer
to make their own color print
released to exhibitors, was an
nounced by A. B. Jennings, re
search supervisor of the Du Pon
Company. Called Du Pont Typi
275, the new color film incorpo
rates synthetic polymer materia
rather than the gelatine now usei
as an emulsion medium.
Magnagram M-l 16 Paper:
♦ A paper, presented by DeLo'
). White, director of sales, Reco
gram Recorders Company, de
scribed the Magnagram Ml 16, ;
jjortable magnetic location re
corder which may be oj^erated off ;
pack of batteries or plugged inti
any 110-volt A.C. power source
The unit represents a practica
approach to 16mm sound probi A
lems, he said. i "
Color Filming Mine Operations:
♦ M. Charles Linko, Mode-An
Pictures, Inc., described the man\
and varied conditions under whici
it was necessary to photograph 2
series of color films in a mmibei
of assorted mines, together witli
the methods used to overcome
them.
Cinecolor Three-Color Process:
♦ The entire Cinecolor three col
or process was descril^d, from ihc
printing of the negatives to the
final inspection of the finished
print, by Alan M. Gundelfinger,
Ciinccolor Corjioration.
High Speed Photography:
♦ Fordyce E. Tuttle, Eastman Ko
dak Company, showed how, with
the nudtiple aperture scannins;
method ol liigh- speed photog
raphy, the absolute nimiber ol
entirely new position jiicttircs ol
a moving object is more a function
ol how many grains of enudsioii
are uncovered in the total aper
ture tra\cl than a finiclion of thc
number of aperture widths un
co\ered.
Other Papers Given on Subject:
♦ Other papers read ai ihe high-
speed photography symposium
were "A Physical Optic Analysis
of Image Quality in Schlieren
Photography" by Jerome Sliafer,
42
BUSINESS SCREEN MAGAZINE}
rinccion I'niveisiiy: "Schlieran
[lOtographic Processes" by \or-
an Barnes, General Electric
Dmpaiu; "Auloinatic Pholo-Re-
irdiiig" by James Beatlie, Photo-
aphic Products. Inc.; "'Kerr Cell
cchniques in Ultra-High Speed
:iotograph\" by A. i\I. Zarem,
anford Research Institute, and
JltraHigh-Spced Oscillograplu"
, C. Berkle\ and H. P. Mansberg.
lien B. DuMom Laboratories.
.\NNoiNcr Other Officers
.New .SMPE officers announced,
eluded Frank Cahill, Jr., direc-
r of theatre engineering for
'arner Brothers, New York, as
eaburcr; Ralph B. .\usu ian. New
jrk television consultant, as fi-
mcial vice-president, and Fred
awditch, research director of the
igewaier plant. National Carbon
onipany, Cle\eland, as engineer-
g vice-president.
Ne.\t Meeting i.n Chic.\co
The Society's convention in Oc-
iber 1950 will concentrate on
irious aspects of television in the
otion picture industry with em-
lasis on color television, Mr.
jonable announced.
This convention was marked b\
icreased interest in high-speed
lotography brought about, ac-
irdiiig to Mr. Sponable, by the
jvernment's atomic vieapon and
lided missile projects. In term-
!g the 66th semi-annual con\en-
on one of the most successful
inducted by the SMPE, he
minted out the registration of
.er 550 delegates. The spring
leeting of the Society will be held
I Chicago, .April 24-28, it was
inounced.
s S: *
rhe Roosevelt S+ory" in 16mm
Biandon Films. .\.\. has an-
ounced the release on IGmm of
'he lioosc-.ell Story, official film
iography of tlie late President,
ilm is feature-length and covers
TlO-\ear span.
REFERENCE SHELF
Publications listed in this col-
umn may be obtained directly
from the sources listed. Men-
lion Business Screen when
writing for material.
No. 1. Booklet: Visual Aid Sources
for Motion Pictures and Film-
strips. No charge. Sales Service
Division, Eastman Kodak Com-
panv. Rochester 4. New York.
• This booklet, extensively re-
vised, co\ers the most useful in-
dexes of motion pictures, film-
strips, slidefilms for education, re-
ligion and other fields, as well
as periodicals announcing new re-
leases. The indices describe each
visual aid, gi\e sources and terms.
* » *
No. 2. Booklet: Selected Refer-
ences on Photographic J'isual
.■tids. No charge, Sales Service
Division, Eastman Kodak Com-
pany, Rochester 4, New York.
• Extensively revised, this booklet
includes many of the significant
books and booklets on the subject,
written in the past 10 years, to-
gether with a brief abstract or
statement about each. It lists prin-
cipal periodicals carrying articles
on the subject.
No. 3. Catalog, 24 pages: Motion
Picture Catalog (B-W-f). No
charge, School Service Depart-
ment, W'estinghouse Electric Cor-
poration, 306 Fourth -\ venue. Box
1017, Pittsburgh 30, Pa.
• This catalog describes 14 sound
nidtion pictures tor classroom use.
The films may be bonowed free
except for transportation costs.
The pictures cover jet propulsion,
electricity, electronics, radio, nu-
trition, salesmanship, social sci-
ence and industrial arts. The
catalog also describes various
teaching aids available with the
films.
rATEMEXT OF THE OWNERSHIP, MANAGEMENT, AND CIRCULATION REQUIRED BY
BE ACT OF CONGRISS OF AUGUST 21. 1912, AS .AMENDED BY THE ACTS OF
ARCH 3. 1933. .AND JULY 2. 1946 (39 U. S. C. 2331 Of Business Screen Magazine
ibli^hed eight times annually at si.x week intervals at Chicago, tllinob. for October 1. 1949.
1. The names and addresses of the publisher, editor, mana^ng editor and business
anaeers are: Publisher and Editor, Otto H. Coelln. Jr.. 813 Linden Avenue. Oak Park. 111.:
anaging editor. Robert Seymour. Jr.. 501 West 113th St.. New York City : Business manager,
arold Hall. 3222 W. Walnut Street, Chicago.
2. The owner is: Business Screen Magazines. Inc., 812 North Dearborn Street, Chicago:
. H. Coelln. Jr.. *1^ Linden Avenue. Oak Park, III.; Robert Se>inour. Jr.. 501 West 113th
L. New York City: Dale D. McCutcheon. Evanston. III.: James E. .Almond. 221 N. LaSalle
tre*t. Chicago ; and May D. Speer, Laguna Beach. California.
3. The known bondholders, mortgagees, and other security holders owning or holding
percent or more of total amount of bonds, mortgages, or other securities are: none. ,
*■ The two paragraphs next above, giving the names of the owners, stockholders, and
purity holders, if any. contain not only the list of stockholders and security holders as they
apear upon the books of the company but also, in casts where the stockholder or security
slder appears upon the books of the company as trustee or in any other fiduciary relation, the
ame of the person or corporation for whom such trustee is acting, is given ; also that the
tid two paragraphs contain statements embracing affiant's full knowledge and belief as to
le circumstances and conditions under which stockholders and security holders who do not
opear upon the books of the company as trustees, hold stock and securities in a capacity
:her than that of a bona fide owner : and this affiant has no reason to believe that any other
srson. association, or corporation has any interest direct or indirect in the said stock, bonds,
r other securities than as so stated by him.
OTTO H. COELLN. JR.. PuUisber
worn to and subscribed before me this 5th day of October. 1949.
ROBERT F. WHYTE. Notary Public
My commission expires 10 .April. 1952. (
has gone
forever !
it's the
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■^ Frequency response exceeds Academy Standards
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KINEVOX
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lUMBER 7 . VOLUIvtE 10
43
Business Screen
tmm
Columbia Appoints Lieberson as
an Executive Vice-President
♦ Edward Wallerstein, presi-
dent of Columbia Records, Inc.,
has announced the appointment
of Goddard Lieberson as Execu-
tive Vice President of the com-
pany.
Mr. Lieberson joined Columbia
Records in 1939 as assistant to the
Director of the Masterworks Di% i-
sion. Later, he became head of
the division and was appointed to
the position of Vice President in
charge of Masterworks Artists and
Repertoire. He has played a ma-
jor role in the development of
Columbia's classical catalog and
has been closely identified with
the introduction of Columbia's
Long Playing microgroove record.
He was elected to the Board of
Directors in 1948.
• • ♦
Ralph Evans, Kodak Color Expert,
Receives SMPE's Warner Award
♦ Ralph M. Evans, superintend
ent of Eastman Kodak Company's
Color Control Department, last
month received the Samuel War-
ner Award of the Society of Mo-
tion Picture Engineers for scien-
tific contributions to motion pic-
tures. The award is an annual
presentation for outstanding work
in the sound motion picture field.
The presentation was a feature
of the Society's 66th semiannual
convention, in Hollywood, where
Mr. Evans delivered a lecture on
"Depth Perception in Color Pho-
tography," one of the major lec-
tures of the meeting in this field.
» » »
Robert Longini Joins Production
Staff ot Sarra, Inc., Chicago
♦ Robert J. Longini, cameraman
and director, has been added to
the Chicago production staff of
Sarra Inc., film producers. Mr.
Longini has a background of more
than 15 years of film-making. He
was an Army photographic officer
during the war and supervised the
filming of such subjects as Battle
of San Pietro, directed by John
Huston, and later was assistant to
Col. Emanual Cohen, executive
producer at Army Signal Corps
studios, Astoria, Long Island.
Formerly photographic and mo-
tion picture instructor at Chicago's
Institute of Design, Mr. Longini
also was associated with Coronet
Instructional Films and Bowman
Films, Inc.
APPOINTMENTS & PROMOTIONS IN NEWS OF THE MONTH
Townlev a. Ellington
. joins Jam Handy sales stafj
f^ 7 L
Jerome H. Warner
.on Jam Handy editorial staff
HARD AUO-< ^^„„,«
„„.»••""",..<.»
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FEATHER WEIGHT - ALLOWING
SAVINGS IN SHIPPING COSTS
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t reel
2 or 3 reels
3 to 5 reels
or write to
the originators
of the
FILMCO tine
PERFECTION SAMPLE CASE CO
406 South Wells Street
Chicago 7, Illinois
Ellington Joins Sales Contact
Staff at Jam Handy Organization
♦ Townlev A. Ellington has re
cently joined the staff of the salesi
contact department of the jam;
Handy Organization. Mr. Elliui;
ton, through survey and researclij
work, will assist sales contact men|
in transmitting information on
new techniques in audio-\'isual
presentations.
Mr. Ellington was formerly a
member of the general advertising
department of the Detroit Newi
and was associated with the Scon
Paper Co. as district manager ol
the industrial sales department in'
Detroit.
♦ Jerome H. \Varner has been
appointed to the staff of the Edi
torial Department of the Jam
Handv Organization. Mr. War
ner will write motion picture and
stage productions.
He has been a screenwriter
under contract to Uni\ersal Stu-
dios and a free-lance writer foi
Columbia, Samuel Golchv)n and
Allied Artist Studios, Hollywood
Previously, Mr. Warner ^vas cop;
director for the Amalgamated Ad-
\ertising Agency, New York.
* » *
Henning and Cheadle, Inc. Move i
Into Expanded Detroit Quarters
♦ HlNMNG AND ChEADLE. INC.J
Detroit, producers of sales prorao-l
tion and training programs and
materials, have moved from thd
Book 15uilding to their new quar-l
ters at 1060 W. Fort Street in thaq
city.
With industry making greatei
use of audio-visual programs fori
sales promotion and training, L.A.
Henning, president of the firm,
reports they will now be able to
handle an increasing volume of
business more efficiently.
The new location, in addition
to added office, art, production
and photo lab facilities, provides
Henning and Cheadle with a
photographic studio for slidefilm,
motion picture and television
work.
Erne and Kelcourse Receive
Promotions With Florei, Inc.
♦ Hans A. Erne, formerly vice-
president in charge of sales for
Florez, Inc., Detroit, has been
made executive vice-president and
general manager of that concern.
Paul Kelcourse, formerly comp-
troller and manager of the ac
counting department of Florez.
Inc., is no^v secretar\ -treasurer.
Both are long lime members of
Florez, Inc., which specializes in
training and promotional pro-
grams, and both have been elected
to the board of directors.
44
USINESS SCREEN MAGAZINE
J. C. Heck
. . . u lifetime of seruiie
loneer Screen Executive Dies
' J. C. Heck. liS. leiiitil [Jiesidtnt
[ the Da-Lite Screin Comfanv,
hicagii. and an earlv pioneer in
ic photographic business, died
1st month of a heart attack. A
raduate of Purdue University,
Ir. Heck practiced htw luitil 1912
hen he purchased an interest in
la-Lite .Scenic Conipanv, lorerini-
er of the present organi/ation.
Ir. Heck is survi\ed b\ his wife,
Irs. .\dele Heck, who has worked
de b) side with her husband to
iiild DaLite .Screen Cionipanv.
one to Continental Electric Co.
Mr. James H. Cone is taking
rer the duties of chief engineer
E The Conti.nemal ELEcrrRic
OMPANv. Geneva, Illinois. Mr.
lilton Riizenberg, president of
le conipanv, has announced.
Mr. Cone is a graduate of Ohio
ni\ersit) and was lonnerK asso-
ated with \\'estinghoiise. \a-
onal Cash Register. National
nioii Radio Corporation and
Mleral Telephone and Radio
orporation. .Mr. Cone has had
lUch practical electronic engi-
:ering and design experience in
le field of industrial rectifiers and
ivratrons.
NE^V YORK NOTEBOOK
♦ I'hc Second Public Film Forum
of the Screen Directors Guild will
Ije held at the Museum of Modern
.\rt auditorium in New York on
the night of November 29th. Wil-
liam .\lley will be moderator ot
the meeting and directors of the
films to be shown will be present
to answer questions about produt-
lion and directorial problems.
Wade-Farnham In New Quarters
♦ W \tlt -FaRNH \\[ I'RODCf.TKJN-..
proilucers of motion pictures,
slidefihns and T\' commercials,
has opened new studios at I.") West
4()[h Street, New York.
Video Varieties Completes Series
♦ \'lDEO \'.\RIETIE.s C^ORH. llaS jUSt
completed a series of nine T\'
commercials for Vaseline Hair
Tonic. Cheesebrough .Manufactur-
ing Coinpan\ (through McCann-
Erickson) .
Briefs From the Late News:
♦ Eastern film lab(irator\ prices
have gone up 8<;^„ as a residt of
new wage hikes won by Local 702
lab workers.
♦ Sln Diai Films. Inc., pro-
ducers of educational, industrial
and television films, has moved
into enlarged quarters at Ml East
43rd Street near Tudor Ciiv in
New \ork.
♦ Ci.NFJFECTs. Inc., formerly of
1600 Broadway, has opened new
enlarged studios at 1 15 West 45th
Street, New \ork.
Warn Made Division Manager
♦ R. E. WaR-V has been appointed
manager of the new Holl\-vvood
division of \\ estrex Corporation,
which on October 1 took over the
motion pictiue activities of the
ERP Division of Western Electric
Company, Inc. Warn has been as-
sociated with the motion picture
industrv since 1928, when he
joined ERP I.
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UMBER 7 . VOLUME 10 • 1949
45
For 16mm. Film — 400 to 2000 Reels
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Ship In FIBERBILT CASES
Sold at leading dealers
WESTERN UNION DEVELOPS NEW LIGHT SOURCE
Predict Wide Range of Use for Telcoarc Lamp
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE, INC.
7315 Carnegie Ave., Cleveland 3, O.
Phone: Endicott 2707
■*■ ln\tnli(iii ol ;i lU'U' liigh-povver,
lii;4li-iiiuiisii\ cUilric light was
icMalcd 1)\ W. II. Biickinnliani,
assisiaiil lo ihc Elcclionics Re-
scanh Engineer, Western Union
relegraph Company, in a paper
piesemcil last month belore the
.Society of Motion Picture Engi-
neers meeting in Hollywood.
The luminescent source of the
new arc light is tWo-tenths of an
inch in diameter and one-eighth
as bright as the stin. The light
soince, ^vhich operates in the open
air and not in a glass bulb, is a
pool of molten zirconium metal
which is maintained at a tempera-
ture near 6,")00"F. The principles
upon which the new lamp is based
were de\elo)ied from Western
Union reseaixh during the war for
military communications pur-
poses.
20,000 Lt_iMrNS Output
'I"he new light .source is ex-
tremely stable in operation, pro-
ducing a uniformly bright, sharply
defined circular spot of white light
of da/zling brightness. In a 1000-
watt lamp, opei atiiig at 55 volts and
18 amperes alternating current,
the source spot is two-tenths of an
inch in diameter and has a maxi-
mum brightness of 130,000 can-
dles per square inch, and twenty
times the brightness of the ordi-
nary tungsten filanicnt lamp. The
total light Ironi the new lamp is
20.000 lumens.
Ikcause of its unprecedented
qualities, the new light, named
Telcoarc will rcsidi in major de-
xelopimiUs in the projection, lele-
\ision. plioiogiaphii. lithographic
and phi:>t() lopving industries, Mr.
liuckiughain predicted. It will
also have wide medical and scien-
tific u.se, will be of special impor-
tance to color photography, and
will be ideal for flood and spot
lighting and searchlights, he
staled.
1'kojf.ction Experiments
The lamps already are being ex-
perimentally tried in a few of the
many fields in which they arc ex-
pected to be used. A 16mm mo-
tion picture projector designed lo
use a 1000-watt lamp of the new-
type produces three times as much
light on the screen as the currently
axailable projectors using a 1000-
watt tungsten filament lamp. The
new light, being a much smaller
source, will also produce sharper,
clearer pictures on the screen.
With this extra light, 16inm pro-
jectors can be used witli bigger
screens for larger audiences.
Operation of the lamp in the
()])en air without an enclosing
glass bidb permits a high output
of radiations in tlie inflated and
ultraviolet regions of the spec-
trum, which are cut off by the
glass bulb of most light sources.
The lamp makes these radiations
axailable for wide scientific and
commercial applications.
In addition to furnishing a
small, high-intensity source with
high lumen and actinic efficiency,
the new lamp has continuous
speclral energy distribution and a
ReddJii Go4^Mi. . .
That's one reason why our stafF has been employed to plan
and write more than 165 motion pictures in the three years
we have been in business.
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BLOC, -j^ *30F STREET NW -^ WASHI N6TON 4, D.C. ^ EXECUTI VE Sf 4 1
rolor temperature which holds
constant at 3600° kelvin. These
last two characteristics are of par-
ticular importance in color pho-
togra]jhy.
In spile of operating in the open
air ai this extremely high tempera-
ture, the new lamp can be made
to have a life of several hundred
hours. This is clue, Mr. Bucking-
ham explained, to a unifjue oper-
ating principle whereby the /ir
conium metal is constantly re-
newed and reproduced from its
own products of combustion. The
electrodes are small. When they
become exhausted from long use,
new ones can be inserted quickly
and easily. The new lamps can
be made in sizes up to several
thousand watts, and operate from
either alternating or direct cur-
rent.
RCA Sales Representatives Hold
Conference To Discuss Plans
♦ .Meetings in I'iltsbiugh and
Cincinnati last month opened a
series of sales conferences of sales
repiesentatixes, tlieir distributor
sales staffs and company officials
of the Visual Products Section
of the RC.\ Engineering Products
DiPARTMENT for the purpose of
discussing sales plans lor the (om-
ing year.
Represeutali\es Irom all disli ib-
utor oigani/ations were briefed on
new selling techniques, planned to
promote more business in 1950,
and on nexv' ]jroducts lo be
brought out at an early date by
liC.\. .Similar meetings weic held
later last month in Philadelphia,
Boston, Rochester, Ues Moines, .Si.
Louis and Milwaukee. West Coast
meetings are scheduled for late
this month and next.
Three Sign DeVry Contracts
♦ The DeVry Corpora i ion of
C;hicago announces conclusion of
contracts with three ditfereut man-
ulacliuers to use its sound ])ro-
jcctin mechanisms for continuous
machines. Ihe small-si^e, light-
xveight and simplified mechanism
ol the DeVry projector is said lo
lend ilself ideally to long contin-
uous film operation.
Bell & Howell Lowers Foton Cost
♦ Urn, AND Howri.i, Company of
Chicago announces a reduction in
price of the Foton 35mm camera j
to %VM including tax. Claimed |
by its makers to be ihe only still |
camera offering the new T-stop "
lens calibration and ihe only
35mm camera with built-in auto--
matic sequence, the Foton is still
back-ordered and orders are being
delixered in the order in which ,
ihey are received from the dealers.-
46
USINESS SCREEN MAGAZINE
Announce Pathe Super 16 Camera
for U.S. Photo Distribution
♦ riu- I'alhc Super Itiimii mo-
lion pitiiiic tamtia is now avail-
able at major photographic stores,
Robert E. Brockway, president of
I'aihe Cine, aiinoimccd rccenth.
I he Super IG is a product ol
Pathe Cinema. French photo-
graphic etjuipnient manufacturers,
and is priced at S395 in the L'nited
States and is not subject to fed-
eral excise tax.
.\mong the features of the Su-
per 16 are a full frame focuser
which permits viewing the picture
through the lens while shooting,
a variable shutter, permitting
wipes, fades and otlier special ef-
fects while shooting, without addi-
tional accessories, as well as al-
lowing a constant film running
speed while changing the expo-
sure to suit light conditions.
Other features include a full
speed range from 8 to 80 frames
per second in six steps, a 30-foot
spring run, overall weight of less
than five pounds, built in crank,
optical viewfinder, single frame
de\ ice, automatic footage and
frame coimters and an exclusive
tri-lens turret which takes three
lenses in standard "C" mounts.
The Super 16 is guaranteed for
two years against defective parts.
American distribution for other
Pathe Cine motion picture cam-
eras and accessories, will be han-
dled b\ Robert E. Brockway at
521 Fifth Avenue, New York.
Revere Camera Company Develops
New Magnetic Tape Recorder
♦ Revire Camera Conipanv has
de\eloped a new magnetic tape
recorder including such features as
a tinie-and-footage indicator, sim-
plified controls, fast forward and
re-wind speeds and a five-by-
se\ en-inch, elliptical speaker. The
recorder, complete, retails for
S159.50.
* • *
Kodak Reduces Color Print Cost
♦ Price reductions on Koda-
chronie prints averaging 10 per
cent and reductions on Koda-
chrome and Kodacolor enlarge-
ments ranging as high as 20 per
cent ha\e been annoimced by
E.ASTMAN Kodak Company.
• • * <
Ad Award Given Bell and Howell
♦ The Best of lndustr\ Award
for direct mail advertising in 1949
has been presented to Bell and
Howell Company, Chicago manu-
facturer of precision photographic
equipment, by the Direct Mail .\d-
vertising .\ssociation, fnc, for the
second consecutive vear.
KllM ^s@©[yc?
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
The XeW' .\mpro Tape Recorder is pictured above in two
I'ieu'S, with the complete case unit shown in inset.
New Tape Low-Cost Recorder
Introduced by Ampro Corporation
♦ Ihe .\mpro CoRPOR-\riON. Chi-
cago, announces a new -type tape
recorder and play-back unit, por-
table and compact, weighing only
15 pounds and costing only S94.50.
ft is based on an entirely new-
electronic circuit which drastically
reduces size, weight and cost.
It uses standard magnetic re-
cording tape and records on a dual
track on either five or seven-inch
reels at three and tfu-ee-quarter
inches per second tape speed. It
will record a full two-hour pro-
gram on a single se\en-inch reel
of tape. It features a monitoring
system which permits presetting
the proper sound level before start-
ing to record from radio or phono-
graph, thus insuring clearer, more
professional recordings.
The three-way recording s\stem
allows live recording through the
microphone and recording through
the radio or from a phonograph.
Threading and operating the re-
corder has been greatly simplified.
For full details, write .\nipro Cor-
poration, 2835 \. Western .\\e-
nue. Chicago 18.
Victor Announces New Amplifier
and Other Projector Revisions
♦ \ ICTOR AMMArCK.RAPH CORPO-
R.ATION announces a redesigned
amplifier for the X'ictor Triumph
60 sixteen-nim projector. Other
current revisions in X'ictor pro-
jectors include a new rubber-
mounted, ball-bearing-type motor
for \'ictory En\o\, Lite-Weight
and Triumph 60 projectors. The
motor is self-aligning and lubri-
cated for life.
The new amplifier features a
high reserve gain, a 60 db signal-
to-noise ratio at operating levels
making the amplifier completely
noiseless, a coupled dual-tone cir-
cuit with single control, and rub-
ber shock mounts for critical am-
plifier components. Output has a
range up to 26 watts with less than
two per cent harmonic distortion.
* * *
New All-Purpose 16mm Projector
Is Announced by Cine Compacto
♦ Cine Compacto, Inc. has an-
noimced a new all-purpose unit of
its continuous automatic sound
projector. Similar in design to
the regular salesman's model
\vhich has been widely used by
such companies as U.S. Rubber,
General Tire and Johns Manville
for se\eral years, the new machine
can be emploved as (1) a self-con-
tained continuous automatic with
built in screen, (2) a continuous
automatic for use with wall screen
and (3) a standard projector with
reel-to-reel operation.
The new all piupose Cine Com-
pacto offers all the features of the
regular model, such as Cordomatic
cord reel, light weight. Cine Com-
pacto exclusive power drive, 10-
second set-up and put-away, push
button starting, easy interchange-
abilit) of looped films, plus the
extra convertability to automatic
wall projection or conventional
projector operation.
Cine Compacto offices in New
York are now demonstrating the
new machine with a lest reel
which has been screened over 600
times without appreciable harm.
The new all purpose Cine Com-
pacto retails at S485, the regular
model at S425.
Photo Research Co. Introduces
SPECTRA Color Densitometer
♦ The Photo Research Corpo-
i{.\TioN' of Burbank, California,
has introduced a new color den-
sitometer outstanding in its use
for the measurement of monopack
and integral tripack color films.
For this purpose, narrow-band fil-
ters are mounted on the densi-
tometer, red for reading the cyan
densities, green for the magenta
and blue for the yellow. This
makes it a simple matter to meas-
ure the relative densities of the
three in neutral areas, thus facili-
tating the application of normal
laboratory controls to the expo-
sure and processing of multi-layer
color films.
The SPECTRA Color Densi-
tometer, Model IIB, is entirely
photo-electric in operation ena-
bling readings to be taken from 0.0
to 4.0 density on either black-and-
white or color films. The present
model is designed to work with
standard Ila or lib sensitometer
strips but other models will be
a\ailable for use on large nega-
tives and transparencies and on
opaque copv.
The SPECTR-A. Color Densi-
tometer is now in production and
is being used in leading Holly-
wood color film laboratories. It is
priced at S695. Further informa-
tion can be obtained from the
Photo Research Corporation, 127
\\'est .\lameda Avenue, Burbank.
BtLOw: here's the complete setup for
Spectra's Color Densitometer.
NUMBER 7 • VOLUME 10 • 1949
47
PROJECTION
LENSES
Recogni/«il, and specified Ji :>I;i'ni.i(i) CQUipment bv
leading manul-icturcis o( 8mm and ^
I6mm cine projcclors, and .-^
35 mm slide pioicctofs.
SOHCO Mwil total l<n|th {*ldP sngln) pfoicclion Imscj
Will product lull-KfWn iflingps <t ^''ort tangf. SOMCO
loiw local Itnull' pioipclion linn« are rfcomrrcnJeil
loi "long Ifirow" proieclioii m Iwinqual hjlls, cic.
. , Specify make m\ m'M riuintcr of
S"'. pieiector wfiflii orderii'i;
SIMPSON OPTICAL Mf G. CO
100 W C««ROll AVI CMICAOO J1 HI 35mni
FOR PIRFICT PROJECTION...
SPECIFY SOMCO PROJECTION LENSES
V CHECK
WITH S.O.S. BEFORE
YOU BUY EQUIPMENT
• » 3< Stomp May Sovc Voo Many Dollars,
rlior.'. ov. SOS. totolog or bulloll.. o.. ovo.vrhln, Irom
.IWIO .omo.a. o..d .o,o,dor, lo p.lnlor. ond P'O"'""'
—all Ol worlliwhlle lOvlng.. Ho.o under on.. roof-OlI
your nood.-o .lotk moro vorlod ond rnoro complort
fhon ony In tho (ndir*»ry
S. 0. S. CINEMA SUPPLY CORP.
Dept. Hd 602 West 52ncl St., New York 19
\ii\ii()\ lU'siNKss ,sc;ri;i:\ wiikn
WRIUNC. lO lIlKSt ADMiRllSlCRS
Have you seen pages 12- in oi
iUiikc ^i: James' new i)h()ioi;iai>h
ic lataloj;? l,\iry iiio\ io maker
slioiild liaxe a lopv! Wiilc nepl.
HS'.I lor voiiis loilay— IVce!
BURKE & JAMES, INC.
321 S. Wabash • Chicago 4
BOWERY'S YOUTH^ MOVEMENT
(CONTINIMI) I Ui)\l I'M.I I U I N 1 'I -SI \'l' N)
nl i1k' Kilk w:is icl;itecl lo ilic |>iclurc ;iiul «li:il
iiu>liv;ilcil its (liai;uHTs.
\\n\ I.IVKN IIV DlMONSIKAIlON
Alui ihc liliii sliiiuint; :iik1 llic (lisiiission
Oil II. Ml. Silniiiill :iik1 Miss OolX'laml oiiaiU'd
;i liiiU |il.i\ ill which sht- coiiics iiilo ihc bank
10 oixii an aaduiil aiul he cxpkiiiis ihc typr
ol aiiouiiis shi' may open ami thc-ir iniiposcs.
This aronseil anoilui disdission antl uneslioii.s
and answers lillid ii]) a ^ood iwcnty niinnlfs.
1 1 was sni prising how will inlcunictl most ol
the (■ron|) were on iiKli\ iihial savings aeeoiints,
tmsl and joinl acconnls, allh<)n);h some mis-
i()neei)lii>ns poppid up and Mi. .Sehmull was
al)le lo make eveivlliiiif; eleai.
Kollowinj; ihis, (onimitlees weie ekiled lor
pio};iains, lelieshnu'iits. altendaiue and the
committee son};. The young ehaiinian ol the'
song commillec seriously xolnnleeied lo eom
pose a new song lor lite groiii> tilled '"Soirn'
Breaking Mv lle.iil 'Cause Nou're Not Saving".
lC,\c:ii .SissioN 15AS11I ON Kit.M
Dining I he next live meetings it was
planned, aieoiding lo Mr. Sehniidt, to go on
loins in llie bank to ihe sehool savings depart
mem, lo the hanking Moor where the telleis
describe the maehines and answer cpieslions
about iheir work, and lo the vaiills where pro-
leclive devices and lonlrols are explained. .\l
another meeting the childien are appointed
"luistcis" and a bank olliier reporls lo them
on the cimdilion ol the bank.
1 lie theme ol eaeh session is taretiilly
planned around a lilm. In the second session,
Doiihlfiil y)()//(ir.v ilhislraies ihe idea ol coop-
erating with government agencies. Children
enact loles showing how coiinterleilcis can be
delayed until police arrive, and how connler-
leit money may be idenlilicd. In ibe third
session, Tcannoork is used to point out ihal
democratic cooperalion is ihe highesi lorm ol
teaniv\'ork.
■SlKlH ColKllsV AMI IdMUANlir
/)'v /i'/"/''i is shown in llu' louilh ^^■^si(>n to
show thai courtesy is contagious and helps one
lo gel along with other jx-ople. Make Way
/■'or Youth in the lillh meeling demonstrales
ihal there are leiices dividing people and thai
a community leader must know how lo tear
down these lences and work lor a common
good. In the concluding session Power Be-
liind Tlif Xndoii shows that "know-how"
■ iiul lesonuelulness are the ic.d power ol the
n.ilioii.
Mr. Schmidt suggested that the next lime
the group came they would have some good
games worked up and there'd be dancing and
whatever else the junior program committee
decided on. Meanwhile, in this ftist session wo
all sang a lew po|)nlai songs, and some rounds,
siuh as I'ror /«< c/Kcs. Mr. Schmidt taughl us
some new words to this, ending "Saving at the
IJowerv, Uowery Bank. Bowerv Bank".
1 left during the comic movie short which
(C.ONTlNlMtl ON rut- Kl) 1.1. OWING I'.VGr)
Cinema Research
Largest Independent Optical
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TITLE and ANIMATION
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maslcrs.
\Vc are .*/«■( i(i/i:»",i,' "" iiisco
tolor ami l)i(l>oiil T-iolor
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CINEMA RESEARCH, Inc.
HAROLD SCHEIB, Pros.
7000 Romaine HU 2-7464
Hollywood 38, Calif.
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
* Complflcly self conuiiiiccl. I'M Spcakil . volume
loiurol. oil on swilcli. etc., all inside compact
lilt" H X 6" \V X 6" deep ease. Weiglu 7 llv
* 3\V aiutio powe(.
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damage lo lihn.
* Piice SlS.'i.OO iRl I'. C), 1!. aiicago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16, III.
48
USINESS SCREEN MAGAZINE
for price and quality
COMPCO
precision inaniifijctiired
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
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.■ Yonr Vh>'al hUhicithn) Snpphj Dealer
■ W'citr t" Maiii>iur!n.<:r for Infioination.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
FILM PROTECTION
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* Protects the sound
track
500% INCREASE IN LIFE
Save-Kote is a scientific process that covers
any 8. 16 or 35mm film with a tough, im-
pervious coating that protects and preserves
your film against dirt, dust, scratches, finger-
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oil or high humidity. Save-Kote contains no
injurious chemicals and cannot affect the film
in any way. Can be applied to any film —
new or used — color or blacl: & white.
Sav€-Kote is ineipflnsive! $I.2S per 400 ft.
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AMERICAN FILM REGISTRY
Save-Kote Division
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BOWERY'S YOUTH MOVEMENT
(cO.MINlltD FROM THE PRECEDING PACE)
uomiil ii|) iIk' M'ssion. As the officii' let me
out of the main door in front f was confronted
b\ fom' or fi\e \ery distressed mothers wailinj"
that their Iximbimis were locked in the bank.
The\ were almost in tears. The officer opened
the door wider so that they could hear the
children's lauu;hter coming down from upstairs
anil the mothers looked a little more assured.
"Sometimes they don't trust us at first." the
officer said, "keep their money in mattiesses
and that sort of thing, but they usually get to
like us haid-hearted bankers pretty well after
the kids (ome away from these meetings and
talk aboiu ice cream and movies and their pal,
Cliet Schnn'dt. '
.Aimed to Improve the Communitv
.As I rode uptown I read the "Fact .Sheet"
Mr. .Schmidt had given me. It described what
the bank hopes to accomplish bv the Junior
.\dvisory Committees. Primarih, the bank is
looking for better community relations and
mote understanding of how a mutual savings
bank, such as the Bowery, can help the com-
munitv and cooperate in its rehabilitation. It
hopes the childien will gain practical experi-
ence in committee work which will extend
their hori/ons and supplement tfieir school
learning. .And, as thrift is basic to good citizen-
ship, the bank believes, good family relations
and neighborliness, conservation of one's own
|jro]3erty and protective respect for that of
others will be inspired in the children attend-
ing the sessions to the welfare of the commu-
nity as a wliole.
The bank docs not drop the committees
(r)mplcielv when the six sessions are over. The
:>') attending from each school usually hold a
lorinn telling about the meetings before the
whole school body. Elected members of each
group become permanent .Advisors and meet
once a month in the bank. Four times a year,
a newspaper prepared b\ the Permanent Jini-
ior .Advisors, called the Continuation Com-
mittee, is published and sent to all children
who have attended meetings in the past.
228 Graduated in First Year
The Bowery Sa\ings Bank's Junior .Ad\ isory
Committee is now in its second year. Last
year, the bank acquired 228 advisors. This
year more than that will be "graduated" so
that probably o\er 500 yoinigsters in the neigh-
borhood will have a good idea of how the
bank operates and what it is trying to do in
the communitv. These 500 have families,
Iriencfs and classmates. Totaled up, that is
cpiite a si/eable number of people in the com-
miniitv who are probably favorably disposed
to the bank. It nuist be a real asset to the
Bowerv Bank, and the plan is one that bears
consideration by many firms who seek good
will from their neighbors.
\\ hen I got back to the office that e\ening,
I thought of the old phrase "Hard as a
bankers heart". That would give a big laugh
to Chet Schmidt's pals on the lower east side.
-R. S.
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today's models reflect long experi-
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DIVISION OF THE
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COMPANY
Film and Record
Carrying Cases
STANDARD
iK 1
Senior Case
i^K-
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Protects op to
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Being the largest manufacturer of these cases in
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PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
NUMBER 7
VOLUME
49
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Audio-Visual Corp., 53 Allyn St.,
Hartford.
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. Putnam
.Ave., Greenwich.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 915 12th St.
N.W., Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MAINE •
D. K. Hammett, Inc., 620 Congress
St., Portland 3.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Grove, Baltimore 16.
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Audio-Visual Corp., 116 Newbury
St., Boston 16.
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert ic Kelly, Inc., 134 Mid-
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice and Company, 78 W.
Central St., Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau) 35 West 45th Street, New
York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Mogul Bros., Inc., 112-114 \V. 48th
St.. New York 19.
Nu-Art Fihns, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Duncan, James E., Inc. Motion
Picture Service, 186 Franklin
Street, Rochester 4.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Ideal Pictures Corp., 207 East 37th
St., New York 16.
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar-
ket Street, Pittsburgh 22.
L. C. Vath, Visual Education Sup-
plies, Sharps\ille.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 416 W. Washington
St., Phone 35-515, Box 6095,
Station A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg., Birming-
ham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. Lafayette St., Tampa.
• GEORGIA •
Calhoun Company, 235 Ponce De
Leon .Ave.. N.E., .Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Stanley Projection Company,
2111/^ Murray St., Alexandria.
Southern Pictures Company, 1024
Bienville St., New Orleans.
Stirling Visual Education Co.,
1052 Florida Street, Baton
Rouge 8, Louisiana.
Ideal Pictures Co., 3218 Tulane
.Ave., New Orleans 19.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI .
Herschel Smith Company, 119
Reich St., Jackson 110. '
Jasper Ewing & Sons, 227 S. State
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave., Raleigh.
• SOUTH CAROLINA •
Palmetto Pictures, Inc., 719 Sa
luda Ave.— At Five Points, Col-
innbia 11.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.Avenue, Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 202 E.
Gary St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho-i
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St., Little Rock.
• ILLINOIS • '
American Film Registry, 28 E.
Jackson, Chicago 4 — HAr 7-
2691
Ideal Pictures Corp., 28 E. 8th!
St., Chicago 5.
Jam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago 1
McHenry Films, 537 S. Dearborn,
Chicago 5.
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
I*
ape,
H
Siiioi
Stti
id,
I
50
USINESS SCREEN MAGAZINE|«H
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Swank Motion Pictures, 6H X.
Skinkei Bhd., St. Louis 5, Mo.
.\ssociation Films. Inc.. ([oimerly
V.M.C..\. Motion Picture Bu-
reau), 206 S. Michigan .\\e.,
Chicago 3.
• INDIANA •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Indiana Visual Aids Co., Inc., 726
X. Illinois St.. Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
. IOWA •
Pratt Sound Films, Inc., 720 3rd
.V\e.. S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas Cit\ 6. Mo.
Select Motion Pictures, 1326-.A
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis I.
Swank Motion Pictures, 614 X.
Skiiiker Bhd., St. Louis 5.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
Axe., Detroit 7.
Engleman Visual Education Serv-
ice, 4754-56 Wood%vard Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit II.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 \V. Lov-
eil St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midivest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3; also 26 X. First E Du-
Uith 2.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank BIdg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Serv-
ice, 1025 Xorth Main Street,
Akron 10.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.\\e., Cincinnati 19.
Academy Film Service Inc., 2300
Pa\ne .\\e.. Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid A%c.. East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
.Ave.. Cleveland 15.
Sunray Films, Inc., 2108 Payne
.\ve.. Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building. Dayton 2.
Twyman Films, Inc., 29 Central
.Ave, Dayton 1.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
CJiarles .Ave., S. E.. Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 X.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 X. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. Xorth Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig .\ve., .-Vltadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd..
Beverly Hills.
Camera Craft, 6764 Lexington
Ave., Hollywood 38.
Coast Visual Education Co., 6058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 X. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los -Angeles 5.
Jam Handy Organization, Inc.,
7046 Holh-vvood Blvd., Los An-
geles 28.
Ralke Company, 829 S. Flower
St., Los .\ngeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., (formerly
V.M.C.A. Motion Picture Bu-
reau), 351 Tmk St., San Fran-
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Xinth .Ave., Denver 3.
• IDAHO •
Howard P. Evans, .Audio-Visual
Equipment, 305 X. 9th. Boise.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th .Ave., Portland 5.
Moore's Motion Picture Service,
306-310 S. W. Xinth Ave., Port-
land 5.
• TEXAS •
.Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau), 3012 Maple .Ave.. Dallas
4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 4000 Ross
Ave.. Dallas I.
Visual Education, Inc., 12th at
Lamar, .Austin; .Also, 2010 X
Field St., Dallas 1; 3905 S. Main
St., Houston 4.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
.Austin.
• UTAH .
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City 1.
• WASHINGTON •
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
• HAWAII .
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
Ave.
Branches:
Edmonton, .Aha., 10022 102nd
Street
Montreal, Quebec, 263 Craig St.
West.
Moncton, X. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. Johns, Xfld., 445 Water St.
Radio-Cinema, 5011 Verdun Ave.,
Montreal, Quebec.
Distribuidora Fihnica Venezolana,
De 16MM., S..A., Apartado 706
Caracas, Venezuela, S.A.
Insular Film Exchange, Room
312. De Leon BIdg. Rizal Ave.
Cor. Raon Manila Philippines.
There's An Audio- Visual Specialist in Your Town!
•k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The Xational Directory of
Visual Education Dealers, 812 Xo. Dearborn Street, Chi-
cago 10. Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY. TO LOCATE THE, BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 7 . VOLUME 10
19 4 9
51
HoMi MAKiN(. vciivnii^ uic sticssed iil llns
miiiiDliiiti scJicdl ii' K,iiluiJ<y. . .
Dr. E. O. Guerrni preaches to mountain folk
,n nuot)ier scene from "Highland Heritage".
"Highland Heritage" An Outstanding Follt Film
Sponsor: The Execiuive Committee on Home
Missions of the Presbyterian Church. Film:
Higlilund Heritage. Producer: Charles D.
Beeland ol Atlanta, Ga.
* In 1885 Dr. E. O. Guerrnt, a physician and
gradtiate oi Union Theological Seminary of
Virginia, began a lifetime of service among the
primitive people in the mountains of eastern
Kentucky. This 28 -minute color film tells the
storv of his mission which culminated in the
establishment of the Stuart Robinson School
in Blackey, Kentucky.
The doctor's early efforts to win the con-
fidence of the mountain people is shown be-
ginning with treatment of the sick and prcach-
iiig the message of religion to a conununily
which had no roads, schools or churches.
In 1910 the railroad reached the settlement
of Blackey. Dr. Guerrnt began his first classes
in the depot but through the help of laymen
and the Presbyterian chinch was able to estab-
lish the Stuart Robinson School.
As the narrator tells the story, scenes of the
children in this modern school are shown at
chapel, working on the school farm, dairy, and
garden, doing \he cooking in the school cafe-
teria, the school janitor work and running the
used clothing store. Other scenes show folk
dancing and sports complete with girl cheer-
leaders. The work scholarship plan whereby
students earn all their tuition, room and board
is explained. The present school superintend-
ent, Rev. W. L. Cooper, is pictured interview-
ing new students.
The film was designed to tell laymen the
story of this inspiring enterprise and even the
casual viewer will have difficulty restraining
his enthusiasm for the splendid work being
accomplished. The photography and selection
of material is well handled to drive home a
message which is never voiced in so man\
words, namely, "here is an enterprise which
deserves all the support you give it." Show-
ings are scheduled for organizations in the
Presbyterian Church and to other interested
groups on a free loan basis.
MouFKN TACK.N,. P.cTURr. Sr.KV.CE R.c.ONAL F,t^< ExcHAx.E executises and members o( h adquau .s s. I meu
a e«m Midwe.st convention: Pictured below at Chicagos Hotel .Sheraton are: (fron. lei. ^^"'^^ ■;°;- "' '
W W Barrv and Mr. Barry. Kansas City; Ruth Hjorth. Peter Markov,ch, Chicago exchange, Dor.s Workman,
Richard M. Hough. Chicago; Frank H. Ailinghaus, pre idem: and O. H. Coelln, Jr.
AUDIENCE PRE-EVALUATION:
( c; () N T I N II E D FROM PAGE S I X )
in ciLic' of llic local theaters or by wiring a
theater lor tests.
Another doubt lliat many share about the
recording mathines is that members of the
audience do not react normally because they
must constantly remember to punch the right
button or ttirn the dial. It is suggested thai
they ina\' become so interested in the film that
they will neglect to signal their reactions.
.Mtiiough the evidence is tar from conclusive,
there does seem to be some indication that
such failure to respond is far less than might
be imagined. The procedure seems to become
automatic in a very short time, usually within
the time it takes to run the short regularly
shown before the feature to make sure that
the audience understands the recording pro-
cedure.
On the other hand, the criticism that the
reactions are not the same as in a regular show-
ing of a film which the audience has chosen
to see applies as much to this type of preview-
as it does to all other types. The problem of
how to eliminate the special preview tension
in the audience, the super-critical attitudes
and the feeling that they must react are still
present and must be taken into account in
evaluating the results of any audience testing.
Some also feel that the reactions recorded
or the opinions given after a showing may not
hold over any period of time. The audience
may feel different the next day. This criticism,
of course, applies to all expressed opinions,
even after a regular showing of a film. The
best check on this possibility is to conduct
follow-up interviews several days later with a
tew members of the audience to see whether
there has been airy change in overall or specific
reactions.
Other Techniques Being Developed
Many other techniques are being developed
to help the producer in earlier stages of pro
dnction, for example, story testing and cast
preference surveys, previews of a few scenes as
a syiropsis of a film. However, all tests made
belore a film is completed must limit their
Imdings to the broad, overall story lines and
characteriralions. Each person judging such
material must fill in all the gaps or imagine
the actual treatment of the story in his own
way. Only after the film is completed and at
least in rough cut can any estimate be made of
the probable reaction to that particular film
told in that particular sequence, photographed
;ind directed in that particular way, with that
particular cast.
The techniques which have been discussed
nuist alwa\s be considered as tools to aid the
producer in arriving at his final judgment.
None ol the techniques olfer easy insurance
against laihne. Luckilv most of the men work-
ing in the field ol audience research are well
aw''arc of the limitations and do not make
ilaims beyond the scope of their techniques.
Iheir main aim is not to replace the producer's
knowledge and judgment in his field, but the
aid him by offering information which he ma\
weigh and use in his own decisions. •
TRADEMARK
■>>.
THE WORLD'S MOST
VERSATILE 16MM.
MOTION-PICTURE CAMERA
^ x^^'''
'/^■l
'<^^^-(
Standard Lens
off Absolute
Top Quality ^
Cine-Kodak Special II Camera is supplied with either of
two Kodak Cine Ektar 25mra. Lenses^" 1.9 or / 1.4 — both
members of the comprehensive series of Kodak-made lenses
that are the finest made for 16ram. motion-picture cameras.
In ever\- way, these superb lenses merit the distinction.
Elaar — Kodak's highest quality designation. At every aperture,
they meet the most exacting standards of definition and edge-
to-edge sharpness . . . provide unmatched flatness of field.
.And for convenience and precision: Scales are contrast-
ingly colored for easy reference. Evenly spaced graduations
make possible precise adjustment. Depth-of-field scales show
the range of sharp focus for each aperture. Index marks remain
visible where they are positioned. And both standard tenses
focus on subjects as close as 12 inches from the film plane.
Skillfully designed and constructed . . . optically and me-
chanically precise . . . the lenses are a match for the truly fine
camera thev serve.
One of a series of pages which help Fo explain why
Cine-Kodak SpecialHCamera is properly known as the
world's most versatile 16mm. moHon-picture camera.
g^^
'/a///
m?2em^
Superb 1 6mm. motion-picture camera with the controls for
special effects integral with the basic model. Wonderfully capa-
ble for precision movie making just as it's supplied... and further
adaptable through accessories to meet the specialized require-
ments of every field served by 1 6mm. motion pictures.
One of Cine-Kodak Special II Camera's standard features
is described at the left. For further details about this outstand-
ing 16mm. camera, see your Kodak dealer... or write Rochester
for the free booklet, " Mof ion-Picture Making with the Cine-Kodak
Special H Camera."
EASTMAN KODAK COMPANY, Rochester 4, N. Y.
" • ■ - ■ ,,.... -■ rih 200-fool
1/1.4
Lens, and acceisery Kodak Cine Ektar 63mm. f/l.O Lens.
11 il|J,#tfjii|W.|ii|iWiwi»ifjW^
y«y
Helping Salesmen ia Keep
**One Step Ahead
99
JAM HANDY
To provide its sales personnel with an effective ne>v
sales tool, the F. C. Russell Company dramatized the ex-
clusive features of its combination storm and screen sash
in a lull color motion picture, "One Step Ahead."
By getting a national understanding of the extra values
in custom-tailored sash, this motion picture — profession-
ally produced by The Jam Handy Organization — is help-
ing Russell Company salesmen keep '"o»ie step ahead."
One Step Ahead"
PRESENTATIONS • ! I' \ I N 1 N G, AS S I S T A N C E • SLIDE FILMS • TELEVISUALS • MOTION PICTURE
NEW YORK 19 WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT II DAVTON 2 CHICACiO 1 I,i»S WGELES
I
IISIN
A i
lESS SCR
fi A Z I
i
^0 X
m
\. >■■
, ?f , ■
-:flKJI -i^.
,.jt%s-'
NUMBER EIGHT OF VOLUME TEN • 1949 • SINGLE COPY FIFTY CENTS V,^
NATIONAL JOURNAL OF AUDIO-VISUAL COMMUNICATIONS
THAT'S WHAT YOU SEE when your 16mm films
are projected with the
• Snow-jewelled hills and trees sparkle with
brightness. Contrasting shadows slide down
sloping banks. Ski tracks show up in crisp
detail. You see dramatic presentations like
these when films with wintertime scenes are
projected with the RCA "400".
The most profitable return on your invest-
ment in 16mm motion picture films depends
to a large extent upon the quality of the screen
presentations of your commercial and indus-
trial sound films. For sharp, brilliant pictures
. . . realistic sound reproduction . . . simplicity
of threading and easy operation— the RCA
"400" is the preferred choice of specialists in
sales promotion, sales and employee training.
^i^'^^.,l(fir^
VISUAL fRODUCTS
RADIO CORPORATION of AMERICA
CMGIMEBRIMG PRODUCTS DEPARTMENT, CAMDCM. M.J.
In Canada; RCA VICTOR Company Limitod, Montreal
public relations and audio-visual education.
The message of a film projected by the RCA
"400" is learned rapidly, is long remembered.
Audience impact and response are stimulated,
because black-and-white or full color pic-
tures on the screen are at their best in brilliance
. . . accompanied by sound that's true-to-life.
• • •
RCA "400" JUNIOR. The only single-case standard
I6mfn sound projector of folly professional quolity.
RCA "400" SENIOR. Provides theatre-quality repro-
duction of 16 mm sound and pictures for larger
audiences, auditoriums or larger rooms.
MAIL COUPON FOR MORE DETAILED INFORMATION
VISUAL PRODUCTS (Depi. 17L)
Radio Corporation of America
Camden, N. J.
Please send me complete information on the RCA
"400" sound projector.
Name
Bu5iness_
Street
City
CLUETT PEABODY
wins
TOP AWARD
Freedoms Foundation, Inc.
awards top honors in the
motion picture field to
the Caravel production
ENTERPRISE"
AND I\ OTHER FIELDS TOO
Above we picture, with considerable pride, the
"Oscar" awarded "Answer for Anne"— adjudged the
outstanding film shown in the Rehgious Division of
the 1949 Film Festival of the Cleveland Film Coun-
cil. Competition included more than a dozen recent
American and British productions.
"l /^TERPRISE" WINS! Singled out from "a greater collection of
documentaries on Freedom than had ever before been brought
together in one place" "enterprise" has been voted best.
We are proud to have produced the motion picture "enterprise!" But
— credit where credit is due; and all honor to Cluett. Peabody & Co.,
Inc.. for its distinguished contribution to the American Way of Life
and the principles on which it stands!
We shall be happy to show you this prize-winning documentary, either
at vour offices or ours. And to show you also, if we may. how Caravel
works w ith its clients to convert top-flight IDEAS into top-flight MOTION
pictures.
CARAVEL FILMS, INC.
DETROIT, 1336 BOOK BUILDING, TEL. W00DWARD1-6617 • NEW YORK. 730 FIFTH AVENUE, TEL. CIRCLE 7-6111
WE'VE TAKEN THE OBJECTION OUT OF PROJECTION
with the new
FEEDOMATIC
If you own a BESELER OPAQUE PROJECTOR
you'll want the new FEBDOMATIC
Write for literature to Dept. F
The Worlds
If you do not yet own a Beseler-
Now — more than ever —
you will want one equipped
with a FEEDOMATIC
Accommodates Material of Any Size
Easy on the Eyes— No More
Sudden Light Flooding the Room
Copy Always Lies Flat
Air Flutter is Eliminated
No More Mounting or Matting
No More Damage to
Delicate Materials
Smoother, Faster Presentation
Presents Several Small Objects
at the Same Time for Comparison
Ask your dealer to show you
the new FEEDOMATIC
(^<^e&^
COMPANY
EST. ia«9
Avenue, Newark 8
3 / e c f i on ^^M^ pm^r\\
Pat. Pending
USINESS SCREEN MAGAZINE
Get 'em down to fighting weiglit!
rrom now on it's a toe-to-toe slugging match! Are your salesmen ready?
Toughen those selling muscles . . . train them to land the stronger punches that
insure sales when the going is rough !
And get the most out of your sales training films by showing them with
Bell & Howell Filmosound projectors. They're precision-built to give you top performance
at really low operating cost.
And they're completely dependable. That's one of the reasons why Filmosounds
are the choice of so many of today's modern business and industrial firms.
Guaranteed for life. During the life of any Bell & Howell camera or projector, any
defects in material or workmanship will be remedied free (except transportation).
Precision-Made by
Bell & Howell
FREE help with
your movie problem!
Perhaps you're planning a motion picture
on shop training . . . employee relations . . .
new production techniques, or any other
subject pertaining to your business. A Bell
& Howell expert will gladly help. No obli-
gation.Write or phone Bell & Howell Com-
pany, 7108 McCormick Road, Chicago 45.
New Single-Case Filmosound. Easy to carry
and operate. Provides natural sound at all
volume levels. Fast rewind. Instant re-
verse. Stop for stills. Brilliant 1000-watt
lamp. Approved by Underwriters' Labo-
ratories. With six-inch built-in speaker,
only $399.50. Larger separate speakers
available.
New Academy Filmosound. Portable, light-
weight. Embodying all features of Single-
Case Filmosound, it delivers greater
sotind volume for larger audiences. Avail-
able with 8-inch, 12-inch or power
speaker, in separate case. With 8 -inch
speaker, now only $474.50.
Send for this
FREE BOOKLET!
Movies Co to Worfc-tells briefly
and clearly how to use motion
pictures for
• Training salesmen
• Improving public relations
■ Selling your product
• Increasing production
I
I
I Clip out this coupon and mail today to Bell
■ & Howell Company. 7108 McCormick Road.
■ Chicago 45.
I
I
Name..
Since 1907 the Largest Manufacturer of Professional Motion Picture Equipment for Hollywood and the World
i Address—
NUMBER 8 • VOLUME 10 • 1949
S.V.E. 'INSTRUCTOR" BOO
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
a foreword to the new half-century
* Fiisl "Push-in-Slyle" Threading
* Quirk Changeover to 2" x 2" Slides
•k Easily Adjusted Aperture
• Newest of SVE Tri-Purpose projectors tak-
ing single and double-frame Hlnistrips and 2" x
2" slides. Threads in quick "inish-in-style" or in
conventional manner. Film advances smoothly
. . . either forward or backward . . . with no
danger of scratching or tearing film.
Semi-automatic slide changer covers Bantam
frame as well as 35 mm. double-frame slides in
2" X 2" mounts. Changeover to filmstrips is
quick and easy. New adjustable aperture gives
any size frame from single-frame to double-
frame, with intermediate position for 1" x 1"
square framing.
The optical system is of completely new design
v\'th all elements coaled. Price complete with .5"
?VE Wocoled Andstigmat lens and two-tone lift
ofl case, $90.
The New
Auflio-f'isiial Handbook
6lh Edition
Revised — Enlarged
Here is a practical guide to
the selection and use of audio-
visual training materials by
Ellsworth C. Dent. It has been designed for those who
need brief, general information concerning audio-visual
m.ilerials and their sources. Useful for schools, churches,
industrial and other organizations, this book will prove
helpful in organizing an audio-visual program or in mak-
ing existing programs more efTective. 224 pages, cloth
bound, postpaid. $3.50.
Write for copy of projector folder B 100 and Hand-
book folder B 4-49. Address request to Dept. SC-10
SOCIETY FOR VISUAL EDUCATION, INC.
100 i«ft Olll* Str*«t Chicaao II, III.
A I ^ L.VR'.S END there is the custom ol
sKick-taking that ranks in tradition
uiih the New Year's resolution hut is
ninth more factual and rcalistit.
.■\s we take personal inventory in this chosen
field of our life's work, we arc appalled by the
unsold goods which lie beneath the dust and
cobwebs that have gatbeicd over the fine in-
tentions and high ideals which we stocked
with such abundance and enthusiasm a decade
ago as we began this book.
The medium of sound motion pictuies was
well along on its first decade when we founded
l!usiNt:ss Screen. It was a year of colorful ex-
travagance which brought Men Make Stcfl
but which also found auto makers staunchly
supporting the sales power of their consumer
film piograms. It was a few months before the
imaginative exhibits of New York's World
Fair and its eye-filling \isiiali/ed displays.
Kodak's Cnvahnde and Chrysler's three-dimen-
sional movies were soon to play to thronging
millions in this great showcase.
We had our dicams and the canvas on which
to sketch them. But like the cotmnercial (dm
medium we've painted the piclitres that sell
without selling; we've followed the pack and
left the high hills deserted and unclimbed.
In such a healtlry mental state of self-analysis
and no little dissatisfaction with things as
they are, let us take the advice of the lyric
which advises accentuate the positive. If this
sounds a little like resolution-making, then
^
B) B 1
lM d i5
Office of the Publisher
812 NoRin Di ARBORN St., Chic:ag() 10, III.
O. H. Coelln, Jr., Editor & Publisher
William Ball, Art Director
Robert Whyte, Circulation
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue, New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone: HEmpstead 3171
that's what we had now belter make and keep.
In the next half-century let's emancipate the
ircative people who are the blood and sinew
of this medium'.s future existence. Let them
create the kinds of films we know will afTect
their inteiuled audiences as only powerful and
honest films can.
Let us write and produce faclual, infonna
tional, truthful, useful films for the people who
are meant to see them. If we aren't going to
move people, let's not make motion pictures.
If we can't afloid to inspire a better thought
or a better deed, a better future or a happier
present, let's not waste the potent force of
this great medium of idea communication.
Above all, let's flex our muscles for battle
with those few sponsors who seek our skill and
experience so they may bend them to the
shojjworn, hide-bound, moss-covered unorigin-
al routines that characterize most printed and
radio-cast ad\ertising. But wliatever we do,
let's not share the shallow conceit with which
the near-sighted re-affirm the llatncss of the
(ommon man's world.
If you would make motion pictures, then
make them move and talk and inhabit them
with real people. Once in awhile, throw away
the book and make films with new, vivid
colors or with new dimensions of sound and
pictures. Such films can also be true and use-
ful and those two measures, plus interest, are
certainly the most precious ingredients of the
factual film, sponsoied or not.
For in the doing of these things, we were
never more certain that there arc countless new
sponsors to be ser\cd, just as there are now
vast new audiences awaiting their films. Per-
haps our greatest latk is lonpdcnce in the me-
dium by those who should have it most. This
is no question of big budget or small; it is the
challenge of big minds and ideas versus the
status quo. The unimaginative quiver at the
cost and daring of Louisiana Story but the
leadership of Standaid Oil of New Jersey made ;
possible an original film of inestimable public t
interest; far-sighted Lawrence Bell of Gen- j
eral Mills can view with satisfaction the good i
works of The .Sihonl That Learned to Eat.
Lives saved, living conditions improved, health
beticied, moie earning power, unfettered
minds, goodwill in daily living— these are end
results of useful existing sponsored films.
You can even measure these things in sales
results . . . certainly in better human relations
among workers, management, and all Ameri-
cans. Ours is a big country in a smaller world.
Let us all help make and show the films that
can play their part in making it better.
Thus resolved . . . we lueUome the new year.
Issue Eight. Volume Ten o£ Business Screen Magazine publislied December 27. 1949. Issued 8 times annually at six-
week inter\als al 812 N. Dearborn St.. Chicago, by Business Screen Magazines. Inc. Phone WHitehall 4-6807-8.
O. H. Coelln, Jr., Editor and Publisher. In New York: Robert Seymour, Jr., 189 Fifth .\\e. Telephones Riverside
90215 or Murray Hill 2-2492. In Los Angeles: Edmund Kerr, (ifi05 Hollywood Blvd. Subscription $3.00 (domestic);
$4.00 foreign. Entered as second-class matter May 2, 1946, at the post oflice at Chicago, Illinois, under .\ct of March
3. 1897. Entire contents copyright 1949. Trademark registered U.S. Patent Office by Business Screen Magazines,
Inc. /Xddress advertising and subscription inquiries to the Chicago office of publication. j
BUSINESS SCREEN MAGAZINE
Holiday greetings:
To the readers of this page;
To our clients - past, present and future;
CHICAGO*
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
To our competitors in the rich field of visual media,-
To men of good will everywhere.
To all a Happy New Year!
HOLLYWOOD^
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS, INC.
OTION PICTURES . SLIDEFILMS • TELEVISION FILMS
Planned
VISUAL TRAINING
PROGRAMS THAT
AttontpUsh
THEIR OBJECTIVES
Complete facilities for
creating and producing
MOTION PICTURES
SLIDE FLIMS
TELEVISION SHORTS
MANUALS
CHARTS
Vogue-Wright Studios
DIV. OF ELECTROGRAPHIC CORP,
237 EAST ONTARIO STREET
CHICAGO 11, ILLINOIS
MANAGEMENT'S FILM PRODUCTION ROLE
by Felix Brunei', DciJarimeiu of Publii Relations, C.eiieral Motors Corporation
WHAI" DOES MANAGEMENT EX-
PECT of an indusiiial film piofJiam?
riic answer is elementary. Manage-
ment e\]jects results, just as it expects results
Irom any other activity. We in the film busi-
ness are particularly under the guns in this
respect: first because good motion pictiues are
mightv expensive, and, sec(jnd, because results
are very hard to measure. We all know that
we can make motion pictures that ap|)eal to
large audiences. But our job is not an enter-
tainment job. We are not Hollywood. Our
job is a selling job. We aie employed to sell
ideas or jjroducts, or lioth. So we can not al-
ways measure results by the number of people
who see oiu' fdms. We must know whether our
films are actually selling the idea or the mer-
chandise, or the institution we set out to sell.
In saying these things I am attempting to
reflect the hard-boiled, practical attitude of
man.agement. To the committee of top brass
who must okay the budget, a motion picture is
a tool, nothing else. It must compete with
other tools — advertising, radio, house organs,
speeches, direct mail and others. I have a
feeling that the men who actually make mo-
tion pictuies sometimes become so engrossed
in technicjues and in entertainment \alue that
they forget what they have set out to do.
Our "Boxoffice " Is in Results
A motion picture that leaves a real message
with a half-million people is a fjetter indus-
trial motion picture than one that merely en-
tertains five million people and leaves them
with no particular message. So, somehow, oiu'
box-office reports must be made in terms o£
sales results and not in terms of numbers of
people in the audience.
With tliis fact in mind it is necessary for all
of us in the business of making industrial films
to know as much as possible about the com-
panies for which we work, whether we are
directly on the payroll or whether we represent
agencies or have some other working relation-
ship. What arc the problems with which the
man.agement is most concerned? Does it liave
a sales problem involving some particular
product? Does it have a dealer relationship
problem? Does it have a government relation-
ship problem? Does it have a problem involv-
ing employes? Is there a job to do that in-
volves a safety program? Is there some other
immediate job that needs doing?
What Is the Problem To Be Met?
Our first consideration is to know what ])ar-
ticnlar problems are uppermost in the minds
of management. Then we must ask ourselves
if the best way, or one of the best ways to
approach this problem is through the medium
of a motion picture. Seldom can a picture do
the whole job, but frecpiently it can do part
of the job.
Second, we must consider what type of
audience we wish to reach. As is the case of so
many media, a shotgun approach in the indus-
trial motion picture business seldom is the
mcjst ellective approach. A picture that ap-
peals to everybody freijuently cannot carry a
snflicienlly strong message to sell the people
we are trying to reach. Let's never forget that i
an industrial motion picture that does not do
an effective selling job is not a good industrial
pictme, no matter how many people liked ii.
So after we have decided upon the problem
we feel we should tackle, we must select the |
type of audience we wish to reach. Only then :
are we ready to consider ihe picture itself.
How Do We Visualize an Idea?
Right here is where you creative people go
to work. The first thing to bear in mind is
that is it mighty hard for the boss to visuali/e
from an otitline — or even from a script — what
a picture is going to look like when it is shown
on the screen. I am not a motion picture
lechnician and for that reason I have a lot of
trouble seeing how an abstract subject can be
turned into a motion picture. But some of the
top executives who are much further removed
from the subject have e\en more difficulty in
this direction.
For the sake of ilhistration, I am going to
talk a little bit about our own General Motors
business in relation to motion pictures. ,\s
you no doubt know, we have a large library
of subjects and a very wide distribution of
films. I am sorry to say that I do not person-
ally feel that all of these films meet the specifi-
cations that I am trying to outline here. But
most of them do.
The Penalty of Leadership
Right now, General Motors, along with
many (jther concerns, is faced with one really
serious problem. That problem stems from ,
the fact that we are admittedly a very large
concern. We believe we are big because our
customers have made us big. No company can
grow big of its own volition. If this were so,
all companies would be big. Yet there are in-
terests in and out of government that are tell- :
ing people that the mere fact that a company
is big makes it dangerous. They are trying to
penalize success. There is no implication that
we grew big by any unlawful or unethical
means. There is no charge that we are a
monopoly. We are being attacked simply be-
cause we are big.
Now that is an idea that we believe must
be combatted if our compefitixe system is to
survive and if there is going to be any continu-
ing incentive to succeed. O^n- problem is one
of how to sell the public our point of view.
Our management wants to know from us how
this can be done. There have been and will be I
all kinds of suggestions — magazine and news- j
paper advertising, radio and television, pam- !
phlets, speeches, mess.ages to stockholders, to i
dealers, to leaders of various groups — , and
(CONTINUED on PAGE FORTY-FOUR)
BUSINESS SCREEN MAGAZINE
►
^^color correct" prints
are best
because
Printing lamps used by us are matched to a standard that is
calibrated by the United States Bureau of Standards,
which guarantees a constant Kelvin temperature at all times.
Density changes are necessary to secure the maximum quality
for each individual scene. In our laboratory these density
changes are accomplished by an electronically controlled
shutter in the light beam, similar in action to the iris
of vour camera. This method varies only the amount of light
and NEVER the color temperature.
o The ordinary method, used by other hibi. hnolies
"light change hoards" . . . employing a series of
resistors that vary the brilliancy of the lamp itself , . .
consequently changing the color temperature of the
print from scene to scene as much, or more than
1,000 degrees Kelt in.
Color duplicating stock requires the correct
color temperature in printing, just as surely
as the color film in the camera . . . Top-notch cameramen
working with color know they must hold the correct color
temperature of the light source.
The printing process is just as exacting in its
requirements as the photographic process. If a
correct color scene is to be duplicated it must be
printed by a color correct process and . . .
"color correct" is exclusive with
^ byron
the ultimate in 16nim.
Studios and laboratory.
1226 Wisconsin Ave., N.W., Woshington, D. C.
Phone Dupont 1800
NUMBER 8 • VOLUME 10 • 1949
Shell Presents:
"REFINING OIL FOR ENERGY"
A new film, latest in Shell's widely known series,
Ih'is Is Oil, is now ready for distribution.
Full color, live action, and three dimensional
animation combine in Refining Oil For Energy to
show what happens inside a modern refinery . . .
how crude oil is distilled . . . how molecules are
"cracked" . . . how gasoline and motor oil are
made.
Skillfully narrated and wholly non-commercial.
Refining Oil For Energy is ideally suited for class-
rooms, industrial groups, business clubs, or gen-
eral audiences. Running time: 22 minutes.
"PIPELINE
»»
Just completed. Pipeline is an action-packed docu-
mentary on the laying of a 1,000 mile pipe line
from the oil fields of Texas to refineries in the Mid-
west. On-the-spot scenes in full color show crews
pushing the big line over mountains, under rivers —
and all that goes before and after the laying of
the line. This is the dramatic story of a hidden trans-
port system that carries nearly 9 million gallons of
oil a day. Running time: 23 minutes.
Both films are available, free, to any group with
a 1 6 mm sound projector.
FOR THESE FILMS AND A FREE CATALOGUE
OF OTHER SHELL FILMS, WRITE:
SHELL OIL COMPANY
50 West 50th Street
New York 20, N. Y.
or
100 Bush Street
San Francisco, Cal.
CAMERA EYE
NOTES AND COMMENT
Sports Show Exhibitors to Have
Two Theaters for Film Showings
♦ Two 2500-sea: movie theaters
will be available tor tree booking
ot exhibitors films at the Chicago
Outdoors Show, a sports show
sponsored by the Chicago Tribune
Charities, Inc., open to the public
at Navy Pier Feb. 10, 1950, it has
been announced.
Centralized stage entertainment
has been ruled out and short acts
will be spotted throughout the ex-
hibition halls to demonstrate ex-
hibitor products and draw atten-
tion to booths. Over three miles
ol exhibits are slated for the 10-
day event, it was said. Sponsors
predict the 1950 attendance will
exceed the 250,000 for 1949, when
more than $5,000,000 worth of rec-
reational goods and services were
sold.
Exhibition liall doors will be
open daily from 1 :00 to 1 1 ;00 p.m.
to give exhibitors 100 hours of
selling, it was reported. Free cre-
dential tickets and meetings to be
held in conjunction with the show
are expected to attract more deal-
ers. Exhibitor services will be the
most comprehensive in the history
of the Show, sponsors claim.
Venice Medal to "Loon's Necklace"
♦ The Canadian film. The Loon's
Necklace, was awarded a silver
medal at the Tenth International
Exhibition of Cinematographic
Art in Venice. The film, produced
by Crawley Films Ltd. of Ottawa,
recently won an International
Award at the Edinburgh Film
Festival. Encyclopaedia Britan-
nica Films, purchasers of world
rights to the film outside Canada,
entered it in the Venice competi-
tion.
The award was presented Paul
Malone, second secretary of the
Canadian Embassy in Washington,
on behalf of F. R. Crawley by
Guide Soro, Italian Cultural At-
tache.
Screen Directors Hold Film Forum
♦ Five films were shown at the
Second Public Film Forum of the
Screen Director's Guild in New
York late last month.
Pictures on the program were:
One God, a religious film pro-
duced and directed by Nicholas
Parkas; A Time For Bacli, a musi-
cal picture produced and directed
by Paul Falkenberg for the Bach
.Aria Group; The Truth About
Angela Jones, an incentive film
for the Telephone Company di-
rected by Erwin Scliarf and pro-
duced by Pathescope; A Bottle of
Milk, produced and directed by
Herbert Kerkow for the State De-
partment; and Toward Indepen-
dence, the Signal Corps' Academy
Award winner, directed by George
L. George.
The Forum, held at the Mu-
seum of Modern Art, featured dis-
cussion of movie production in the
east, and of the films shown, by
the directors who made them.
New York Film Council Members
Hear Navy Film Research Director
♦ December guests and members
of the New York Film Council
heard an address by Dr. C. R. Car-
penter, Director of the Instruc-
tional Film Research Program at
Pennsylvania State College. Dr.
Carpenter described this program
which he has headed since its in-
ception in 1947. The Penn State
program is under the sponsorship
of the Office of Naval Research.
The aim of the program has
been to formulate basic principles
for building instructional films for
training large groups of men. To
date forty-five separate research
studies have been completed or are
in progress under Dr. Carpenter's
direction. The topic of Dr. Car-
penter's speech was "Toward Bet-
ter Films."
National Safety Council Pictures
Made Available for Canadian Use
♦ The National Safety Council
and the National Film Society of
Canada ha\e reached an agree-
ment whereby more than 60 NSC
motion pictures and slidefilms are
made available for loan, preview
or rental in Canada. The agree-
ment averts many customs delays
and restrictions previously en-
countered and brings to Canadian
audiences such films as the Human
Factors in Safety and Safety in
Management series, produced by
Sarra, Inc., Chicago, and Fifteen
Minutes to Go, Home Safe Home,
Traffic Jam Ahead, and other safe-
ty award winners.
Type Titles
... a small itein in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET ■ CHICAGO 11
BUSINESS SCREEN MAGAZINE
ANNOUNCING
The Hallen Jr.
Designed for
Light Weight
and Economy
Your choice: for use with 16mm. or 17 '/2 mm. magnetic
film
Recorder complete in one cose
Portable or rack mounted
Monitor speaker mounted in removable lid
IG
$
895
F.O.B. BURBANK
00
Qn
3503 W. OLIVE AVENUE
CORPORATION BURBANK . CALIFORNIA
SIGHT & SOUND
MEN & AFFAIRS IN THE NEWS
Industrial Film Executives Honor
Merle Johnson With Leader's AwarcJ
♦ MlKM [OIINSON. of GcilCl.ll
Molois and oin' ol llie louiukrs
ol llic Iiuliisirial Audio Visual
Associalioii, was honoixd at the
recent New York mceiin" of the
organi/ation with a scioll in
iccognition of his leaclci.shi|) and
achie\enienls in the field of indus-
trial audio-\'isual aids.
The text of the scmll is as fol-
lows;
"Industrial Aiidio Visual ,\sso-
ciation .Special Award for Out-
standing achievement and career
leadership in industrial films to
F. Merle Johnson of General
Motors.
"His films have earned him the
highest position among us. His
character, his courage, his sense
of humor, his abilitv, imagination,
and understanding of ])eop!e, his
warm heart and his years of rich
experience ha\c won him our af-
fection and our achiiiration. As
fellow industrial film makers, dis-
tributors, and users, we sahite
Merle Johnson when we salute
the great films which carry his
mark: Experiment, Vision Un-
limited, Tlie ABC of Intel mil
Combustion, The ABC of the
Automobile Engine, The ABC of
Hand Tools, Strange Inteniiew,
Doctor in Industry and ./); Ameri-
can Miracle.
"This special award of honor
was voted unanimously by his fel-
low members of rire Industrial
Audio Visual Association at their
1949 Fall Meeting, New York
City."
# # *
American Society of Training Execs
Hold Chicago Convention in March
♦ The sixth annual convention of
the American .Society of Training
Directois will be held at the Pal-
mer House in Chicago, March 16-
18, it has been announced. "Train-
ing to Safeguard Free pntcrprise"
is to be the central theme of the
program.
Principal speakers will include
Carroll E. F'rench, director of In-
dustrial Relations Division, Na-
tional .Association of Manufactur-
ers, who will talk on "The New
Challenge to Management Per-
formance"; Robert C. Smith, di-
rector of industrial relations, Pull-
man Standard Car Manufacturing
Company, speaking on "Selling
Training as a Management Tool";
Dr. Dewey V. Annakiii, chairman
F. Merle John.son
. . . receities I A VA Leadership scroll
of tlie Sociology Department of
Indiana State Teachers College;
Dr. Herold C. Hunt, general sun
perintendent of schools, Chicago,
111.; and Dr. George S. Benson,
president, Harding College, Sear-
cy, Ark., who will speak on
"Training Employes in the Ameri-
can \Vay of Life."
O. H. Coelln, Jr., editor and
publisher of Business Screen, will
chairman a special evening pro
gram on the subject of "E%alua-
tion of Training Aids."
* * *
Chicago Mennbers of lAVA to Hold
Regular Monthly Forum Programs
♦ At a recent meeting of Chi
cago regional members of the In-
dustrial Audio-Visual Association
it was decided that the organi/a-
tion would meet on the first Mon
day of every month during I9,')0
for the purpose of conducting
complete membership jirograms
on audio-\isual subjects. The plan
calls for a series of jjresentations
beginning at 4 p.m. on each meet
ing date. Following this will be
an intermission during which time
the members will dine together
The grou)) will reassemble tor a
continuation of the program
through the evening.
J. T. Hawkinson ol ihe Illinois
Central Railroad was elected "call-
to-meeting 'chairman. Each month
he cooperates with a program
chairman who is in charge of mak-
ing all arrangements for an indi-
vidual meeting.
The December meeting of the ]
group featured a presentation of
an employees' package on safe mo-
tor vehicle transportation. Follow- .
ing dinner, the group pre\iewcd
two employee training films, and
discussion followed. The session
was held at the Illinois Bell Tele- 1
phone Company. j
10
BUSINESS SCREEN MAGAZINE
world's toughest picture problems invited!
Today, the famous Milcliell 16nim and 35min
Cameras are being used in increasing numbers in every part
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FILM AWARD WINNERS
AVAILABLE THROUGH
26 MODERN EXCHANGES
((
ENTERPRISE"
(FIRST PRIZE AWARD)
"MAKE MINE FREEDOM"
(SECOND PRIZE AWARD)
"LETTER TO A REBEL"
(THIRD PRIZE AWARD)
"IN BALANCE"
"OUR AMERICA"
These and more than 100 outstanding 16mm
sound motion pictures are available free of
charge through the courtesy of American
Industry, Associations, and Foundations.
Regional Film-Exchanges to Help
Arrange Schedules and Supply Programs.
Write for these descriptive pamphlets —
"Program Sen'ice for IVeekly Employee
Slioii'ixgs" or "Film of the Month" plan
for community groups.
MODERN TALKING
PICTURE SERVICE, Inc.
45 ROCKEFELLER PLAZA 142 E. ONTARIO ST.
NEW YORK 20, N. Y. • CHICAGO 11, ILL.
12
editorial viewpoints
WHA r FAC'rOR,S will most dccisixely
;iHett iliose who create and distrilnite
sponsored films in the next hall-cen-
iiny? Here are a lew of the most ap|3arent
irends wliidi hold a world ot meaning lor
ihose who serve education in any lorm;
1. Population Increases: the tremendous in
crease in uur child population last year has
been matched in 1949 with the result thai
school facilities will be enormously taxed in
the next five years. Population increases are
also going to atfect urban-rural movements;
labor supply; and political developments.
2. Mass Communications: television set sales
suddenly /coined in late '49; what effect will
added millions of viewers ha\e upon different
lines of business, upon advertising, and in
family living?
3. Materialism and Atomic-Thinking: more
powerful than the atom bomb's destruction
power is present-day materialism. .All ol us got
this World War 11 dividend: we thinlc too
much of ourselves, loo little of others.
We Have Lost a Great and Good Friend
■k .All of us wlio serve films lost a good friend
this month as Ken Edwards, advisor on educa-
tional and other non-theatrical films to the
Eastman Kodalc Company, suffered a fatal
heart attack in New York City on Friday. De-
cember 16. He was 54. These brief words are
the most difficidt assignment of our editorial
year because Ken was so nearly a member of
our personal family and a constant source of
guidance and inspiration in om" daily work.
His faith and broadness of vision grew out
of long experience with educational films. .A
career which began in the early 20's when he
produced one of the earliest animated car-
toons, continued during his association with
Paid Terry in the field of cartoon animation.
He joined the Kodak organization in 1928
when a special division was formed for the
production of Eastman Classroom Teaching
Films. Producing and directing educational
films, he helped to pioneer that field with films
on the lives of Washington and Lincoln. Later,
he collaborated with Dr. James Sibley Wat-
FlLM WORKSHOP PARTICIPANTS CONFER: pictured
above at the recent Calvin Workshop in Kan-
sas City are (I to r) Paul Lawrence, Interna-
tional Harvester Company; the late Kennetli
F.dwards, Eastman Kodak Company; Larry
Sherwood, Calvin executive producer; and
Marjorie Watson, Ohio Welfare Departinent.
son to produce Highlights and Shadows, a
sound film on photography. In 1944 he pro-
duced the widely-known educational sound
picture Eighteenth Century Life in Colonial '
Williamsburg. i
A most active supporter of Film Council of
.America affairs. Ken served as a member of its
advisory committee, and also served as infor-
mal advisor to the film office of the .American
Library Association and to the .State Dept.
Calvin Holds Third .4nnual Film Workshop
■k 250 men and women engaged and inter-
ested in the production of 16mm motion pic-
tines gathered in Kansas City, Missoini, dur-
ing the closing days of November to discuss
problems and techniques at the third annual
Motion Picture Production Workshop held at
the Calvin Company Studios.
The annual event, which has become a tradi-
tion to the sponsor and to the representatives
from educational, connnercial, industrial, re-
ligious, and television fields who attend, cov-
ered a wide range of subjects including film
utilization, production techniques, client-pro-
ducer relationships, and laboratory handling.
Featined speakers at the Workshop included
(CONTINUED ON PAGE THIRTY)
JAMES E. MaclANE
J.O years experience in
Id mm film production
DllONT, NEW JERSEY
DUMONT 4-5698 — STUDIO FACILITIES
LOCATED IN NEW YORK CITY
*Somethmg in
ANIMATION?"
430 NORTH MICHIGAN AVE. • CHICAGO 1 1
i
BUSINESS SCREEN MAGAZINE
PRAISE^OURS IN
\.OMG
TR
CR\P'^^
OHS
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Los Angeles: 8723 Alden Drive, BRodshaw 2-5411
Chicago: Wrigley Building, 410 North Michigan Ave., Whitehall 6000
N U Ki B E R 8
VOLUME 10 • 1949
13
FILMS ABOUT INDUSTRY IN BRITAIN
CALLER HERRIN'
This ii o caioilul picluie of the Scotlith herring fliherlei,
ihowing what hoppens froin the lime the trawlers put out to
i.ea unlll Iheir calch reachei the family table. After the Fish
ate netted and auctioned, the fiim loiiowt procestes of
canning ond kippering, as well ai the iwift delivery of
fresh herring to the retail iloret.
19 minutes Rental $2.50
COLOUR IN CLAY
TECHNICOLOR. Thii is the slory oi modern pottery, a skill.
ful com bi notion of orl and science. The film shows cloy
being worked ol the poller's wheel ond the turner's lathe.
After being baked in electrically fired ovens. Ihe pottery
it ready lo be decorated with various patterns, either by
the Ironifer method or by freehand pointing. Glazing com-
pletes the proteii ond the pottery is ready for use.
11 minutes Rental $2.50
THE CUMBERLAND STORY
Skillfully photographed. Ihis film shows the reorganization
of on unprofltoble cool mine. Bod working conditions and
past unemployment mode the miners suspicious of manoge-
menl's plans. But the efficiency of the new regime ond the
opening of new teoms under the Irish Sea bring confidence
lo the men and result in much higher output. The various
roles ore effectively played by the men who were actually
concerned with the enterprise. Produced for the Ministry
of Fuel and Power.
46 minutes Rental $6.00
DOWN TO THE SEA
Produced for the Boord of Trade, this is a survey of the
British shipbuilding industry ond the people who work in it.
The film describes the entire operotion of building one ship,
ffom Ihe lime when the designer experiments with models
in a tank until the new ship sets out on her maiden voy-
age to Rio.
23 minutes Rental $3.75
FACTORY INSPECTOR
Produced for the Foreign Office, this film shows an averoge
working doy in Ihe life of o foctory inspector. Modern
manufacturers welcome his visits, for his conslonl vigilance
helps them lo achieve an excellent safety record. He must
be sotisfied thol monogement is complying with the build-
ing and equipment rules and he also mokes sure that em-
ployees take Ihe precautions so necessary to their safely.
14 minutes
FIVE TOWNS
Produced for the Boord of Trade, this film shows Ihe greet
pottery industry as seen through the eyes of a young Lon-
don girl who marries into o typical potlery family. It fol-
lows the whole process of making beautiful china from
lumps of wet cloy ond shows the tremendous pride of these
Staffordshire fomilies in Ihe high reputation of English
china.
27 minutes
FURNIVAL AND SON
This Crown Film Unit Production is a
Sheffield, its gieol steel industry, and the people
in it. Some ore employed by huge up-lo-dale factories
where cutlery is mass-produced. Others work in smoll forges
which have been handed down from father to son for
generotions.
18 minutes
HILL SHEEP FARM
The glens ol the Scottish Highlands are very beautiful, but
they present many obstacles lo Ihe hill sheep farmer,
whose flocks are the bosis of Great Britain's sheep industry.
This beautifully photographed film shows the doily life on
a hill side farm through each season of the year,
19 minutes Rental $2.50
LET'S SEE
TECHNICOLOR. The lens is an accessory fo the human eye
and the science of making lenses has produced Ihe optical
industry. This film shows Ihe painstoking skill needed lo
ntelt, mold and polish lenses so accurately that they come
within one-millionth of an inch of specificalions.
17 minutes Rental $5.00
LOOKING THROUGH GLASS
Modern mass- product ion methods turn out gloss in all
shapes and forms. Intricate machines blow ond mold Ihe
liquid gloss with incredible skill. However, the oflistry and
Rental $2.50
Rental $3.75
of Ihe city of
Rental $2.50
precision of Ihe hond craftsmen are not lost, and Ihe
artisan still fashions his beautiful designs alongside the
modern machine,
18 minutes Rental $2.50
MAKE FRUITFUL THE LAND
TECHNICOLOR. BriPish eighleenth-cenluiy formers were Ihe
pioneers ol crop rotation, Pre-rotation ond rotation meth-
ods of farming are contrasted in Ihis picture, and there are
mony shots ond diograms of the "Four Course" system in
operation. By a scientific crop rotolion and up-to-dole
machinery British formrrs today gel the maximum yield
frc
I Ihei
I acrt
17 minutes
Rental $5.00
MOVING MILLIONS
Produced for the London Tronspott Executive by the Crown
Film Unit, this is o comprehensive survey of the vast organi-
zation needed lo run London's traffic. The film shows the
routine of cleaning and checking buses and subways, train-
ing schools for conductors and drivers, ond Ihe constoni
reseorch for new safety devices.
17 minutes Rental $2.50
ONCE UPON A TIME
This is the slory of Britoin's contributions lo the ort ol clock
making. Greenwich Observatory was buill during the reign
of Charles II; in 1764 a clock was made thai would keep
lime for months on board ship, so the problem of longitude
was solved; and today, in Ihe era of moss-production,
Britain's clock industry maintoins its very high stundord.
14 minutes Rental $2.50
POWER ON THE LAND
TECHNICOLOR. Old-fashioned manual methods of plonting
ond reoping are compared with modern machines which
pick root crops, reap, bind and thresh grain, and plant
and woter vegetables. Trenching mochines and bulldozers
prepore land lo meet the need of increased food produc-
tion,
17 minutes Rental $5.00
STEEL
TECHNICOLOR. This film describes the sleel industry in
Briioin ond the processes used from (he lime when the iron
ore is dug out of Ihe ground until the finished product
leoves the plant. The film shows the processing of small
precision instruments as well as that of huge keels for
oceon-going vessels.
34 minutes Rental $10.00
THIS IS COLOUR
TECHNICOLOR. This film describes the nature of color and
its many uses. The study of a great chemical industry shows
the development of modern synthetic dyes, based on a
discovery nearly one hundred yeors ago that color could
be obtained from cool tar. Todoy, scientists ore carrying
on constant research and experiments in new dyes and
pigments.
15 minutes
TOP LINER
The world's largest ocean liner, d.M.S. Queen Elizabeth,
was launched during Ihe war and served as o troop trans-
port lor the duration. Now superbly refitted, Ihe 83,000
ton ship con corry ?,314 passengers ocross Ihe Atlontic
in maximum comfort and can be prepared for the return
Rental $5.00
voyoge
I doyi
22 minutes Rental $2.50
UNIVERSITY OF FLYING
Men of all notionolities attend Ihe Empire Test Pilot School,
for it is the only school of its kind in the world, lis pur-
pose is to make men who ore already experienced pilots
into lest pilots, such as are needed by oircrofl companies
and Government research establishments,
17 minutes Rental $2.50
A YANK COMES BACK
At the invitolion of ihe British Government, Burgess Mere-
dith returned lo England ofler the wor lo write, direct ond
star in a companion film to WELCOME TO BRITAIN, A
YANK COMES BACK follows on ex-GI os he trovels
throughout Briioin, making a preliminary survey for a film
he is planning to produce. He has a look at British Indus-
try, at sociol services and recreations. He goes lo see
Welsh coal mines and the Shakespeare Memorial Theolre.
His investigation of the textile industry results in utter
confusion. During his hilorious and complicated journey,
the Yank discovers to his oslonishmenl thol for from being
broken by the wor, the people of Britain ore vital and
energetic and entertoin no doubts obout the future they
are making for themselves.
44 minutes Rental $6.00
BRITISH INFORMATION SERVICES
New York • Chicago • San Francisco • Washington
BRITISH CONSULATES
Boston • Detroit • Los Angeles • Houston • Seattle
GE U^htin^ Sales School
GOOD SOUND SLIDEFILM TECHNIQUE
■k Stveral months ago the General Elecliic
C:oipoiation developed, in connection with its
Planned Lighting activities, the Lighting
(inide. The Guide was a distinct depaitiiie
from con\cmional methods pre\ iously used to
present ligliting equipment products to the
markets for whicli tliese products are specifi-
cally designed. It lias proven a helpful method
of developing lighting programs for schools,
stores, offices and factories and has enabled the
lighting specialists of the General Electric Sup-
ply Corporation to create a better appreciation
of modern lighting procedures.
In connection with this Lighting Guide, a
program of sales meetings was developed with
the lighting fixture manufacturers' cooperation
with the district offices of the General Electric
Supply Corporation in presenting this Planned
Lighting program to the GESCO sales force
and electrical contractors engaged in the in-
stallation of lighting.
Mketincs Featurk Product Slidefilms
Following the initial two sales meetings,
which were conducted on a rather elaborate
scale, a series of two-hour meetings was
planned; first as a means of better informing
the sales personnel of the General Electric
Supply Corporation of this activity and second
to enable them to sustain the contractors' in-
terest in the program as a whole.
This has been accomplished in part up to
the present time through the use of sound
slidefilms developed on a cooperative basis by
the General Electric Supply Corporation and
various fixture manufacturers whose products
the company distributes. Lip to the present
time five such films have been produced, the
latter three covering school lighting, store
lighting and industrial and office lighting.
While these sound slidefilms are essentially
part of a program for the General Electric
Supply Corporation, each presented the activ-
ity of a certain fixture manufacturer as a basis
tor the film and for the meeting in which it was
used. The first of these three films was made
in cooperation with the F. VV. Wakefield Brass
(CONTINUED ON PACE TWENTY-TWO)
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BUSINESS SCREEN MAGAZINE
SEHVMCES
MJV SOPIVO
Motion Pictures
Newsreels
Television
Phonograph Recordings
Radio Transcriptions
Band Stages
Shooting Stages
Trailers
Recording and
Sound Laboratories
Sound Specialists
Thtii'tt why huntirvtiH of protiuct»rtt
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REEVES: Five floors devoted to recording sound, and the production of
Movies, Radio and TV shows.
REEVES: Completely equipped and manned by a staff of '"sound
specialists", geared for sound recording from a one minute
spot to a feature production.
REEVES: \X here a Producer can work with confidence. Remember,
Reeves is not a competitive producer but a PART^sER.
RCA Licensee
NUMBER S • VOLUME 10 • 1949
REEVES SOUND STUDIOS, INC.
304 EAST 44fh STREET • NEW YORK 17, N. Y. • OREGON 9-3550
The Largest Sound Service Organisation in the n'orld.
Western Electric Licensee
15
MEDAL AWARDED TO
THE AMERICAN CANCER SOCIETY, THE NATIONAL CANCER INSTITUTE
AND
AUDIO PRODUCTIONS, INC.
AT THE 1949 INTERNATIONAL
EXHIBIT OF CINEMATOGRAPHIC
ARTS HELD IN VENICE, ITALY*
'^ie /aAe /iiif/e In ^e^mna l/te a'leftt /te/fl c£
fnei/ictne €i4 um f/c i^ i^e^vitia rfe,if/i€6.^^ inr/tf^/^u
and l/i€ fj^^ntef/ ^c^ee.^ f/iwtta/i l/ie 'man/u ^uiS/ic
ie/alicn^^ er/ucfttwtici/ aticl halnina ^llni^ u^ 'nctei-
/i€i^€ in fitcfltictton.
•THE SUBJECT OF THE AWARD
IS THE FIRST OF A SERIES
OF SIX FILMS FOR THE
AMERICAN CANCER SOCIETY
AND THE NATIONAL CANCER
INSTITUTE NOW BEING PRO-
DUCED BY AUDIO PRODUCTIONS,
INC.
S^nd for "A Few Facts About Audio"
AUDIO PRODUCTIONS, INC.
FILM CENTER BUILDING
630 NINTH AVENUE
NEW YORK 19, N.Y.
16
USINESS SCREEN MAGAZINE
GROW INC. I'l lU.lC; AWARENESS of
i1k- usclul roll- 1)1 lilt sptmsoicd film
iii«liiim in man\ phases ol idiiiaiion
and inloiniaiion was rellLctitl this past year
in tlic unpicct'dtnted honors given to out-
standing sponsored films.
Medals anil cash awards loialing SJ. 0(1(1
uerc given the fourteen subjects selcited bv
the Awards Jury of the Freedoms Foundation
and honored at recent ceremonies in X'alley
Forge. I'einisvlvania. General Dwight D. Eisen-
liower. prcsitlent of Columbia L'niversitv,
made the presentations. Dr. Harold E. Stasscn,
presitient of the L'niversitv ol rennsvhaiiia.
headed the ilistingiiished jmy which iniluded
slate sii|)ieme court justices and heads ol
national patriotic societies.
lNitR.\.\Tio.NAL Honors at \ e.mce, 1 r.\L\
The world-renowned International Exhibi-
tions of Cinematographic An held annually
in \'enice. Italv, also brought unusual honors
to lilnis piodiiced by members of the coiu-
mcrcial him industry. In addition to the
Fii^l Pri/e .\ward in the Medical and Scienti-
fic Films Division which was accoided Cancer
—Ihf Friiblcm of Early Diagnosis, made b\
Audio Productions, Inc. lor the .\nierican
Cancer Society, gold medal and ht)norable
mention awards were given to two Navy train-
ing films piodmed bv DeFrenes and Companv
cjf Philadelphia.
The two Navy films were Etidodoiilia (Root
Canal Therapy) which won a Gold Medal, and
Periodontia, which received honorable men-
tion. The lieFrenes" production Xaval Photog-
raphy in Stienee was a first-prize winning
picture at the 1949 Venice Exhibition.
Film Festiv.al Honors .Are Recalled
Selection of other outstanding sponsored
film productions for honors at the 1949 Cleve-
land Film Festival is deserving of mention.
.Among tfie well-known producers who shared
these honors were Caravel Films, Inc., Chicago
Film Studios, the Jam Handv Organization,
Inc., and Wilding Picture Productions, Inc.
The inaugural Public Relations Forum of
Boston Uni\ersit\ accorded similar honors to
the widely-popular rural safety film Mirach'
in Paradise Valley, sponsored by Sinclair Oil.
Pulitzer Pri/e honors for its original music
were accorded Robert Flaherty's Louisiana
Stun', which was also selected for highest
British .\cadeniv honors as the outstanding
factual film of the year, bringing added kudos
to its producer and to the progressive spon-
sorship of the Standard Oil Companv ol .New
|erse\. which made this film possible.
EolNBtRGH .\WARD GlVEN GENERAL M1LI.S
The School That Learned to Eat, General
Mills' low-budget film on nutrition-education,
was selected for honors at the Edinbingh.
Scotland, Film Festival and has been widely
heralded b\ film critics for its useful contribu-
tion in this important area of national health
and welfare.
The aiuuial awards of the National Com-
mittee of Films for .Safety are a further tribute
to the useful service of the film medium in
this extremely vital area of public education.
Here again, the Sinclair film Miracle in Para-
dise Valley was singled out for a special award
right off the reel
THE ISEFl'L ROLE OF CO.MMERCIIAL FILMS IN PUBLIC; EDUCATION
IS EMPHASIZED IN NATIONAL AND INTERNATIONAL HONOR .AWARDS
bv the National Salety C;ouncil, in recognition
of its widespread use in riual safety education.
The list is glowing and its existence will
help stimidate further efforts bv sponsors and
producers to merit similar honors.
The Editors of Bisiness Screen will present
their annual selections of outstanding com-
mercial, industrial, and government films in a
special .Awards Section now being prepared for
early 1950 publication. Citations will be given
sponsors and producers nominated by this
publication.
54th Congress of American Industry Sees
Premiere Shoieing of \.-lM's •■Quarterback"
■A- The National .Association of Manufacturers
iniveiled its latest motion picture, The Quar-
terback early this month before the .Associa-
tion's 54th annual Congress of .American In-
dustry at the Waldorf .Astoria in New Voik.
The new film, eleventh in a series of N.AM
pictures since 1936, was greeted with much
interest and applause b\ the 3,000 .American
business leaders attending the conference. That
it did so was no small feat, lor the showing
was preseiued late in one afternoon's session
following a full seven hour day of siieeches.
Alter that nnich free enterprise in one gidp
anv film wotdd have done well to hold its
audience's attention; this one did it com-
pletelv.
The Quarterback is a screenplay abom a
football hero, who, following graduation, sul-
"The Human Bridge"
■k ^Vith this inspiring title, a dramatic new-
sound motion pictiue on the creation and
manufacture of the new Ford (and the story
of the men behind it) has just been completed
for the Ford Motor Company by the Raphael
G. W'olff Studios. The storv of The Human
Bridge in pictures and text will .ippear in
these pages next month.
fers defeat and disappointment in his business
career, despite an auspicious start made pas-
sible bv his gridiron lame and popularity.
(Jnlv after twice losing his job does he real-
ize that his football prowess was due to the
coach's careful planning of plays and that
success in business also requires preparation
and enterprise.
Those who are entered in the N.AM contests
to guess what their films are really about will
not have too nuich trouble with this one.
Hard work, resourcefulness and enterprise are
the kevs to business success. What you do and
how \ou do it are more important than who
vou know. This is a switch on the familiar
maxim that the best key to success is the boss's
daughter, but the new NAM makes a fairly
convincing case for the more conventional
means.
As a movie. The Quarterback leaves little
to be desired. The cast, including Robert
Sterling, Gail Davis, Tom Harmon and Frank
Conrov, is uniformly good, and Jack Chertok
and Sammv Lee, producer and director for
.Apex Film Corp., keep the story moving
siuoothly and the general appearance much
more handsome than the average non-theatri-
cal film. Showings will begin in early 1950.
A 16mm Film Prei'ieie Theatre Helps This
Enterprising S. V. Retailer Sell Hobbyists
•k Patterson Brothers, one of the oldest and
largest hardware stores in the countrv, has
opened a new branch in midtown Manhattan
catering to the rapidly inaeasing number of
home workshop hobbyists.
In the basement of the new store at 292
Nfadison .Aveiuie in the Grand Central area is
the "Try It Yourself " department featuring
power tool set-ups and demonstrators on hand
at all times to answer any questions on "how-
it works ". For those who want more detailed
woodworking inlormation, Patterson Brothers
has a small lli-seat film theatre where a new
Revere soiuid projector has been running al-
most continuously for over a month since the
new branch opened.
The manager in charge customarily rotates
six U.S. Office of Education woodworking films,
but is alwavs glad to put on any one of them,
or any other film he can get, for people who
have come in for a special "lesson " on the way
home from tfie office.
Patterson Biothers have publicized the new-
film theatre in advertisements, posters in the
window of the upstairs store and direct mail-
ings to leading firms in the midtown area. The
companv finds that patrons are not only en-
thusiastic about the film showings, but that the
theatre has produced excellent business among
audiences who find how easy it is in the films
and want to trv it themselves at home.
NUMBER 8 • VOLUME 10 • 1949
17
Frekdoms FoiNDAl ION AwARD CEREMONIES (it I'lilli'y Foige ii'i-yr j)ii\idrd (wer by C.fiifral Dii'ialil
n. Eisnihinoer. prtsidriil of Culiunhin I'nivoMly.
Freedoms Foundation Awards
Given to Fourteen Pictures
CITED FOR CONTRIBUTIONS TO "AMERICAN WAY OF LIFE'
BEFORE AN AUDIENCE of 200 distin-
;4uishetl si"^^!*. I'l'' fi^'^l aniuial Fix-c-
doms Foundation awards were given
hisl month to a like number of American in-
dividuals and oii>ani/ations "in recognition of
their contribntions to the American way of
life by 'speaking np for freedom' in manv ave-
nues of our everyday experience."
This impressive ceremony, presided over by
General Dwight D. Eisenhower, took place in
the appropriate setting of a remodeled barn
on the Colonial farm at Valley Forge, Penn-
sylvania, once occupied by Washington's
iroojis. Taking their ])lace of distinction
A Distinguished Awards Jury
Recognizes the Contribution of Films
Which 'Speak Up for Freedom"
catalytic agent to encomage all of the people
lo know, and to defend and extend the rights,
freedoms and responsibilities they already en-
joy as Americans."
I'he 1949 Awards, which total more than
the Nobel and Pulit/er Prizes, were made by
an ei|nally distinguished jury of 21, including
state su|)reme court justices and officials of
American patriotic societies, under the chair-
manship of Dr. Harold Stassen, president of
the University of Penn^ytvania. Editorials,
magazine articles, radio programs, sermons, ad-
dresses, company and union publications
shared the spotlight with the motion picture
awards. No awards were made to 35nim "thea-
trical" pictures this year because of an inade-
quate ninuber of entries.
Fhe hist place film award of |2,000 and a
gold medal was made to Cluett Peabody &
Company, sponsor of Enterprise, produced by
Caravel Films, Inc. Second prize of %lhQ and
a medal went to Harding College, .Searcy, Ar-
kansas, for one of their (dm series Make Mine
Iieedom, produced by John Sutherland Pro-
ductions. Third prize was won by RKO Pathe,
Inc. for one of the This Is Amerciu series,
liiled Letter to ii Rebel. All of the first three
winners are being nationally distributed by
Modern Falking Picture Service, Inc. and are
therefore available free of charge to any busi-
ness or educational audience group.
Three of the first ten cash awards went to
sponsored films produced by Wilding Picture
Productions, Inc. including Letter From Amer-
II a (Goodyear Tire & Rubber Company) ; /)(
Biihiiice (Burroughs Adding Machine Com-
pany) ; and Our America (Dodge Division,
Chrysler Corporation) . Other sponsored film
awards were shared b\ the National Associa-
tion of Manufacturers for The Price of Free-
dom (Apex Film Corp.) and the Kelvinator
Division, Nash-Kehinator Corp., for O/ Tliis
We Are Proud, produced by Raphael G. Wolrt
Studios.
Nominations Un 1950 awards, expected to
exceed the $109,000 in prizes given this year,
are now open and being received at Freedoms
Foundation headtpiarters in Valley Forge, ac-
Below: The film "Enterprise" won first place
ill the I'H'l Freedoms Fotindation Awards.
among the media of communication thus hon-
ored were fourteen 16mm motion pictures
which received a total of .S'l.OOO in lash awards
and gold medals.
The Freedoms Foundation was established
in 1949 as a non-profit, non-political and non-
sectarian organization for the sole purjjose of
encouraging Americans in all walks of life to
understand, to value and to speak up for the
rights and freedoms which are theirs. In the
words of Don Belding, its president, "The
Foundation has no private prograni or special
brand of .\mericanism or freedom to promote.
It wifl originate nothing, but will serve as a
18
USINESS SCREEN MAGAZINE
\Bt>\t: "L^lllR TO A Rkbel" u-on the third
jiliue ill the first iiiiniial Freedoms Foundation
Airiiril.s iniidi- iit Viilley Forge.
tording to Kenneth Dale Wells, executive \ ice-
president of the organization. Anyone may
make a nomination and producers and spon-
sors of films are cordially invited to nominate.
Emplovee audiences will be especially inter-
ested in the films already selected and some
provision has already been made b\ sponsors
such as the National Small Business Economic
Foundation (sponsoring Letter to a Rebel)
for an increased number of prints among the
.\Bovt: Gouu^UARs I.NSPIRI.NG "LeIIrr Iroin
America" was cited for fifth place honors in the
I'l-I') Freedom Foiindatinn Awards.
26 nationwide exchanges of Modern. In Bal-
ante and Our America are other award-win-
ners being distributed by this service.
In his address to the various winners at the
.\wards ceremonies. General Eisenhower said:
"Vou recipients of these awards will always be
rightfidlv proud that a jury of your peers
marked some effort of yours as useful in per-
petuating the vision that sustained Washing-
ton at \'alley Forge." •
THESE FILMS WON 1949 FREEDOMS FOUNDATION AWARDS
1. To t'.liiett Peabody S: Company
lor ilieir film Enterprise produced
Ijv C'aravel Films. Inc.
2. To Harding College for their
him Mtike Mine Freedom produced
bv John Sutherland Productions.
3. To RKO-Pathe, Inc. for their
him Letter to a Rebel.
4. To the Joint Conimittee of the
AN A- AAA A and the March of
Time for their film Freedom is
Indivisible.
5. To the Goodyear Tire & Rubber
Company for their film Letter From
.■imerica produced by Wilding Pic-
iiiie Productions, Inc.
6. To the Lutheran Layman's Lea-
gue for their film The Sickle and
the Cross.
7. To the Twentieth Century Fund
and Encyclopaedia Britannica
Films, Inc. for their film Productiv-
ity—Key to Plenty.
8. To the Burroughs Adding Ma-
chine Company for their film In
Balance produced by AVilding Pic-
lure Productions, Inc.
9. To the National Association of
Manufacturers for their film The
Price of Freedom produced by Apex
Film Corporation.
10. To the Dodge Di\ision, Chry-
sler Corporation, for their film Our
.-imerica produced bv ^Vilding Pi<-
mre Prcxluctions, Inc.
MEDAL AWARDS
1. To the Armed Forces Infonna-
lion and Education Division, Visual
-Aids Section, for their film Voices
of the People.
2. To the Kelvinator Di\ision,
Nash-Kehinator Corporation, for
their film Of This We Are Proud
produceil by Raphael G. Wolff.
3. To Coronet Instructional Films
tor their film Our I^iving Constitu-
tion.
4. To Philip Ragan for the film Of
the People. By the Peofile. For the
People produced for the L'liited
States Treasury Department.
8p & Sound
.\ ROUND-UP OF LATE NEWS EVENT.S
* These events and announcements made
news as the final 1949 issue of Bcsine-ss .Scrkfn
went to ])ress this month, completing our
tenth year of publication:
Useful Films Crowd the Calendar:
•k Gompleting production in the closing
weeks of 1949 were several new feature-length
safety film productions by major sponsors in
ihc automotive field. Unusual content treat-
ment promises to make exciting news on re-
lease in 1950.
•k The colorful new Ford Motor Company
picture The Human Bridge, with an unusual
oxerseas version plus its U.S. counterpart for
tlomestic consumption, was going into the
field this month on completion by Raphael G.
Wolff Studios of Hollywood.
•k X..\.M.'s latest (and probably most success-
ful) film feature The Quarterback was pre-
miered at the recent annual meeting of indus-
try leaders in New York early this month.
•k Sales training films lead the field in business
importance with large-scale sales reported for
the Rocket t-produced Aggressive Selling series
(re\ iewed in these pages recentlv) .
k .\mong other titles noted for later review
are a new six-reel training motion picture pro-
duced for the United States .^ir Forces by
I'athescope, New York, tilled D-1 Remote Con-
trol Turret System. .Air Weather Sen'ice is
another .-Vir Force film delivered bv Paihescope
til is month.
British Film Official Returning .Abroad:
k Thomas Hodge, Director of Films and Pub-
lications Division, British Information Serv-
ices, leaves for England early in January to
take up an important new post in the Foreign
Office. These columns will report to you in
gieater detail next month.
Projector Loss Reported for the Record:
k Equipment dealers, sponsors, and producers
are warned to look for the follovving sound
slidefilm projectors, reported as stolen in late
November Irom the Vogue-Wright Studios at
237 East Ontario Street in Chicago: 6 Mag-
navox Junior Projectors, including 4 Stand-
ards and 2 .Automatic, serial numbers 20252,
19(391, 19381, 19278, and 19245. Please report
any offerings to Bcsiness Screen or to the
studios.
Business Screen Editorial Features Due:
k .\ very complete Index of Sponsored Films,
listing all the films reviewed in Bcsi.ness Scree.n
this year has been held over by space limita-
tions and will appear in the February 1st
issue of 1950. .Also scheduled for that issue is
an excelleiu "howto-do-it" article on the mak-
ing of an ainomatic sound slidefilm. a technical
feature on "35mm .\nsco Color Prints From
16nim Kodachiome" adapted from an SMPE
report by .Adrian Mosser and Linwood Dunn.
NUMBER 8 • VOLUME 10 • 1949
19
So-iir jroiii a iiuiiil (ciKn filiii (.hiilin)
Honor Cancer Picture
GIVEN FIRST V\VARU AT VENICE
FESTIVAL IN MEDICAL DIVISION
UNDER THE JOINT SPONSORSHII' of the
American Cancer Society and the Na-
tional Cancer Institute of the U. S.
I'lihiii Health Service. Audio Productions,
Inc. is now producing a series of six medical
teachins) films that have the potentiality of
reducing the cancer death rate by nearly half.
The over-all subject matter of the entire series,
as indicated by its sidi-title, is Thr Problem of
Early Diagnosis.
The first film in the series was recently
awarded the first prize in the division of films
on medicine and science by the Tenth Inter-
national Exhibit of Cinematographic Arts held
this year in Venice, Italy. The formal presen-
tation of the award was made in Washington,
D. C, during the week of November 27th by
representatives of the Italian Embassy to John
R. Heller, Jr., M.D., director. National Cancer
Institute, and Charles S. Cameron, M.D., medi-
cal and scientific director, American Cancer
Society.
This first film, devoted to presenting the
medical aspects of the cancer problem, is titled
Cancer: The Problem of Early Diagnosis. In
less than a year, 200 prints have been pur-
chased by medical schools, hospitals. State
health departments, and State cancer societies.
To help other countries in the fight against
cancer, the U. S. Department of State is dis-
tributing 20 prints in foreign countries.
The State Department will follow the same
plan with the second film in the series, "Breast
Cancer: The Problem of Early Diagnosis,
which was previewed in Washington, D. C,
December 5th, in connection with the Interim
Session of the American Medical .Association.
This film points out that while nearly 50,000
women develop breast cancer each year, and
that 50 per cent of them die within five years,
most of these deaths could be prevented by
diagnosis of the disease within one or two
months of its onset and by prompt treatment.
This challenge to the medical profession will
be followed in mid-spring by release of a film
teaching self-examination of the breasts which
will be given wide distribution among women's
club groups. The final four films in the med-
ical teaching series will be devoted to cancer
1. 1 the gastro-inlestinal tract, cancer of the
uterus, the lung and esophagus, and intra-oral
cancer. .AH of the pictmes are sound films ni
Kinmi color. Tlie self-examination film will
nui aboiu 10 minutes screen time in length,
and the balance ol the series will average aboiu
.'10 minutes each.
A. E. Gansell ol .\udiu is the execiui\e |)ro-
diicer and director of the series. All of the
Idms were produced by Audio's long estab-
lished Medical Division headed by S. S. Feuer-
nian, assisted by Earl S. Peirce, which has pro-
(hued many notable medical films for the
American Hospital Association, the American
.Medical .Association, Johnson & Johnson, the
Iodine Educational Bureau, Parke, Davis k
Company, Sharp &: Dohme, Ciba Pharmaceii-
lical Products. Inc., Mallinckiodt Chemical
Works, the Oriho Pharmaceiuical Corporation
and the Union Carbide Company.
Ohio Oil Shows "Unseen Horizons"
in Colorful Story of Progress
•k In sixty years of useful service and con-
tinued growth. The Ohio t)il Company has
written a good deal ol history tor itself and
for the petroleum industry in which it is a
highly-regarded pioneer member. Telling that
story of progress to company employees and
members of their families (as well as to the
company's Marathon dealers and jobbers) is
a new 30-mintue color motion picture Unseen
Horizons, prodticed by Wilding Picture Pro-
ductions. Inc.
Increasing pride as well as factual knowl-
edge of their company is its primary aim.
Unseen Horizons does this in a skillfid plot
story woven by James Prindle of the Wilding
creative stall. Historic flash-backs and good
animation help put across a convincing story
ol progress and achievement.
Camera crews travelled some 15,000 miles
in 10 states photographing operational scenes
which highlight the film. A top feature is the
original "musical score played by a 22-piece
studio orchestra. The film was produced under
the supervision of M. S. Hauser, manager of
puljlic relations for The Ohio Oil Comijany.
Ted Way was the director lor Wilding.
A scene from "Unseen Horizons" (Wilding)
■■■■If
Holland's Springtime
TULIP GROWERS BRING BEAUTY
TO SCREEN IN A NEW PICTURE
■*■ One ol the largest and most impoilant in-
dustries in Holland is the growing ol crocus,
daffodil, hyacinth and tulip bulbs. Tulip
Ijulbs, the most important of the ciop, were
intioduced to the low lying land back of the
dunes in the region of Haarlem and Leyden
by explorers who brought the plants back from
tlie near east in the seventeenth century.
Bulbs are sold through direct mail, florists
and nursery firms. Chief competition for the
Dutch product are the locally grown bulbs
which also do a big yearly business. However,
hundreds of years of specialization in the
iudtistry have made bulbs from Holland sy-
nonymous with cpiality, and the imported
tulips, daffodils and hyacinths have led the
market for many years.
The chief problem of the Holland growers
is to quietly and consistently stress the superior
quality factor. The association does this in
several ways-by restrained, institutional type
advertising, distribution of informative pam-
phlets on planting techniques, got>d publicuy,
and, recently, by a beautiful new 20-minute
Kodachrome motion picture, Sfninglime in
Holland.
Last spring, at the height of the blossom
season, producers DPM Productions, New
York, sent photographer Earl B. Brink to
Holland to travel the whole length ol the bulb
growing area and record the story of how the
plants are grown and prepared for export.
The result, naturally, is like a rainbow of
constantly changing color. Fields, as far as the
eye can see, will be red or maroon or yellow
or any of the dozens of other colors in which
tulips can be produced. Behind all this beauty
is the craftsmanship ol Maurice T. Groen,
under whose direction the film was produced.
Dorothy Maulsby wiote the script.
Besides scenes directly devoted to the indus-
try, such as hybridization of tulips (only one
cross in 10,000 is labeled a success), selection
of outstanding varieties and stripping of blos-
soms to produce stronger bulbs. Springtime in
Holland shows .\mslerdam, the Dutch sea
coast, cheese making and rural life.
It is intended tor audiences of garden clubs
and other interested groups, but no limitation
has been made and the film is certainly suitable
for all types of audiences. It will probably be
quite valuable in inducing people who have
never grown bulbs to begin. Pamphlets and
other literature, which are mailed to groups
after a booking and before the lueeting in
which the film will be seen, describe several
methods of growing bulbs, even indoors during
tlie late winter and early spring.
Springtime in Holland is distribiued by
Films of the Nations, Inc., through many asso-
ciated offices throughout the country. Book-
ings are made either through these offices.
Films of the Nations headquarters at 45 West
45th Street, New York, or the Associated Bulb
Growers of Holland, 41 East 42nd Street, New
York. A hundred prints are being circulated.
20
BUSINESS SCREEN MAGAZINE
THE ACUTE NEED for better public
iiudcisianding of the sa\ iiigs-in\csiiiin
pnitess is the public education problem
now beinj; faced in a nationwide grass loois
|)r<)graMi b\ iiienibeis of the Inveslnienl fJaiik
ers Association of America. Meeting in earh
Deieniber lor a special two-day Public Edu
taiion Koruin. preceding the Assoiiaiion's
annual conxcniion at HolKwood, Florida,
more than sixiv members of the I.B..\. t'ublic
Education Cionuiiittcc and other interested
guests heard a distinguished panel of educa-
tional authorities, research specialists, and
public relations experts from within their
own field speak on all phases of this \ital
phase of economic education.
Joseph T. |ohnson, chairinan of the I'ublii
Eclucation Cionuiiittee, was in charge of the
|)roceedings. The s|)ecial program was ar-
ranged bv Erwin W. Boehmler. public educa-
tion direiior ol the I.B..-\.
.\niong the featured speakers were Hal H.
Dewar, retiring president of the .Association;
|ulien H. Collins, member of the Committee
who spoke on the e\olution of tlie public
education program: Dr. Rensis Liken, director
I.B.A. Public Education Forum
INVESTMENT BANKERS ASSOCIATION SPONSORS TWO-DAY MEETING
TO PRESENT INFORMATION AND IDEAS FOR GRASS ROOTS PROGRAM
of the Institute for Social Research, t'niversitx
of Michigan; \\'inthrop H. Smith, of Merrill
Luich. Pierce, Fcnner S; Beane; and Kenneth
Dale Wells, executive \ ice-president of the
Freedoms Foundation.
Presenting one \iew of industry was James
E. Barron, director of the Industrial Leaders
Department of the National .Association of
Nfanufacturers and speaking on "The CfO
and Capital Formation" was Everett M. Kas-
salow, associate director of research, the Con-
gress of fndustrial Organizations.
John B. Mack, Jr., director of the Public
Relations Council, .American Bankers Associ-
ation, spoke on "Public Education at the
Local Level." Among other active LB. .A. com-
mittee members who presented kev talks on
the program were Robert -A. ^^agowan, Wil-
liam K. Barclay. Joshua .A. Davis, Sanuicl L.
V'arnedoe, \VicklifFe Shreve, John M. Marston,
and H. Lyman Greer.
O. H. Coelln, Jr., editor of Business Screi^n,
was the featured speaker on a special Saturday
evening presentation of "Public Education
\'ia the .Screen" and also presented examples
of successful public relations filins as well as
sources of available film material.
-As a good step fonvard in coordinating
public education programs of individual mem-
bers as well as local public education projects,
this year's Forum is expected to be combined
as part of the main convention program when
the LB. .A. meets in 1950. The association has
already sponsoied one motion pictiue America
Looks Ahead, now subject to revision. •
LB..A. I'LBMt Lort ATioN Liminaries
(group at lop. I. to r.) were Winlhrop
H. Smith. Dr. Retisis Likert. and Chair-
man Joseph T. Johnson. (Inset above)
Kenneth Dale Wells oj the Freedoms
Foundation. Valley Forge. Pennsylvania.
Public Education Problems and oppor-
tunities were presented to members of
the Public Education Forum at Holly-
wood. Florida on December 5 and 4 by
these financial public relations leaders:
(left above) John B. .Mack. Jr.. director
ol Public Relations Council of the .Ameri-
can Bankers .-issociation. (right) Julien
H. Collins, Chicago investrjient banker,
who spoke on the evolution of the I.B..i.
public education program.
NUMBER 8
VOLUME
21
GE LIGHTING SALES SCH OOL
(c.oNTiNi' 1- 1) FROM rA(;t, FOUR iki:n)
C'.ompanv, \ci inilioii, Oliio, and was dcvonil
to school ligliliiis. The second featured store
lighting and was produced in cooperation with
Dav-Brite Lighting. Inc., .St. Lonis, Missouri.
riie third featured ofBce and industrial liglu
ing and was completed in (onjundion Willi
the Miller Company, Meridcn, Conn.
MICROl;Roovl^ RtcoRDs Improve Miktinos
To accomplish the purpose for which these
films were designed, each film presented a 20-
miniite narrative illustrated with between .^O
and 60 frames. Because the normal transcrip-
tion would have required several 12-inch rec-
ords which would have had a tendency to inter-
rupt the narrative while the record was being
changed, it was decided to use microgroo\e
transcriptions, manufactured by Columbia
Records. Through the use of these transcrip-
tions it was possible to run a 20-minute nar-
rative on one record and permit the showing
of the entire film without interruption. This,
according to the district sales manageis and
lighting specialists of the General Electric Sup-
ply Corporation, has proved to be a definite
advantage in the maintenance of interest at the
sales ineetings. ,\nd at the same time has en-
abled sales representatives to present these
films to individual contractors without the
necessity of carrying about a considerable
amount of material with which to make the
presentation.
The method of procedure in setting up a
meeting using these sound slidefilms and tran-
scriptions is to provide the district sales man-
ager with meeting manuals from which the
sales manager or lighting specialist can set up
a complete meeting with no more than average
planning. These meeting manuals include a
complete meeting guide, a copy of the script
for the transcription, a list of properties re-
(piired for the successful conduct of the meet-
ing and samples of whatever reference mate-
rial is required to supplement the meeting
activity such as catalogs, pamphlets, mailing
pieces, etc.
All DisTRicr .Supply Offices Equippid
Each of the district offices of the General
Electric Supply Corporation has equipment for
the use of these microgroovc transcriptions and
slidefilm projectors. Each district office is pro-
vided with a film, a record and the Meeting
Manual. This involves the distribution of
approximately 60 to 70 films and transcriptions
as rapidly as they are coinpleted. This pro-
gram at the present time contemplates the pro-
duction of inaterial for some ten meetings
during 1950.
The films, transcriptions and meeting man-
uals are developed in conjunction with the
sales and sales promotion staffs of the various
fixture manufacturers; program development
being carried out by Mr. W. W. Booth. Light-
ing Sales Manager of the General Electric
Supply Corporation of Bridgeport, Conn., and
Mr. Paul G. Hobart, Editorial Director of
R. L. Polk & Co., at Cleveland, Ohio. Tran-
scriptions are made in the New York studios
of Columbia Records and the films were pro-
duced in Cle\eland. •
Miller Goes to Press
I'lintiiig .Madiiiiery .Maniihulurer Uses
.Model Promotion for New Color Eilni
• Wouldn't it be ideal to have a lovely blonde.
Mimcone famous like Liz Hastings, around
which to center the promotional campaign loi
your picture? Well, that was the enviable
position of Bill Clawson, ,\dvertising Man-
ager of the Miller Printing Machinery Com-
pany, and he didn't miss a irick in exploiting
it.
Now, a printing press and a beautiful motiel
are two things not usually found in the same,
let's say environment, but when brought to-
gether as part of one story, they prove to be a
sure-fire combination that immediately cap-
tures and holds the attention of the audience.
In Another Man's Busi7}ess, Miller's twenty-
five minute motion picture in sound and color
which was produced by Mode-.\rt Pictures.
Inc., the first shot is that of a gorgeous girl
smiling and relaxed, her blonde hair free and
windblown against sky and sea.
Sriii, BY Keppler Is Focal Poinp
In the dolly back that follows, the camera
reveals that actually the scene was being posed
for a still cainera shot by Victor Keppler, while
the motion picture crew stands by. The sky
and the sea are painted on a backdrop. Dis-
solving from a close-up of the girl to appar-
ently the same shot, in the pullback that fol-
lows, we see that the girl's picture has been
printed on the front cover of a brochure which
is being examined critically by the printer. In
the development of the picture, the scope and
size of the Miller plant is shown and the story
is told of how a modern high-speed press is
planned, tested, and produced. The picture
clo.ses with a close-up of the girl again, for
without fine presses, a picture of her face on
the fiont of a printed piece of literature would
hardly be possible. It is the face on the front
cover of the brochure which every person in
the audience receives when they see the pic-
ture.
As soon as production tor the picture began
and shooting started, preliminary steps in the
carefully planned promotional campaign got
From sum m \ki\ie ns tlw Miller cnlnr film
irrls mil ing nt Mnde-Art sliidins.
Photographer Victor Keppler makes sure
that every detail is perfect before lensing Liz
Hastings for the Miller film.
under way. Articles about the scope of the
picture and photographs of Miss Hastings
were sent out and printed in the trade papers
and magazines of the printing industry. Even
then, months before release, requests for show-
ings were booked.
When the picture was finished and deliv-
ered, the campaign efforts concentrated on the
premier showing to be held at the Interna-
tional Convention of the Printing House
Craftsmen in San Francisco. Publicity releases
were sent to. all trade publications, and each
of the magazines was asked to have their "dra-
ma critic" present to review the picture.
Printers See a Lm of Liz Hastings
When a delegate registered, he received a
brochure with the beautiful blonde's picture
on the cover, on the upper corner of which
was a small tip-on or card extending an invita-
tion to the picmiere lor the picture. In areas
where groups gathered and held meetings in
the hotel, at the main desk, at the cigar and
news stands, and in the elevator lobby of each
floor were placed cardboard placards display-
ing a production photograph and telling the
time and place of the showing. Near the en-
trance of the convention rooms, a regular, full-
sized theater case displayed a group of pro-
duction photographs and notes about the pic-
lure. In setting up these displays, the rules of
good taste and common-sense were followed
throughout.
Ciooi) "Theatre " Wins Critics' Acclaim
.\nother novel twist of the campaign was the
use of the tickets for the performance. At
social gatherings and at meetings, representa-
tives of the company passed out tickets thai
were similar to those used by theaters and
marked, "The Comstock Room Theatre . . .
World Premiere . . . Another Man's Business."
.\{ley the picture was screened, the reaction
of the delegates at the convention was enthu-
siastic. Of particular praise was the mininuiiu
use of coinmercial appeals in the picture, the
Miller name being referred to only when vital
to the story and to clarity. Favorable reviews
by the "drama critics" were printed in the
Inland Printer, Graphic Arts Monthly, Print-
ing Equipment Engineer, American Printer,
and the Printing Magazine.
.■\lter the premiere at the coinention, the
22
BUSINESS SCREEN MAGAZINE
proniDiioiial (;nn|):iigii itiil not end. I'cisoiuil
letters went oiii to printing crattsnien, to clubs.
and to each local ol the pressmen's union and
allied trade councils throughout the count r\.
.As a further carry through, eight thousand
Miller customers were sent promotional bio
chures along with a letter suggesting that ihev
make arrangements to see the piciiiie. I'o a
select group, Irameil portraits ol Miss Hastings
are being mailetl.
Ft 1 1 .S< oiM Ol I'kisswokk Is Shown
Not only is the demand for the picture from
printing trade oiganizations, but hom schools,
advertisers, clubs, and social groups. In the
Miller pictme. they can see the planning, ilu-
engineering, and the designing ie(|uiring thou-
sands of man lioins ol work helore the pnidiu-
lion phase begins on a piess. .And in the pro-
duction pha.se. they follow the teams of highU
skilled craftsmen and technicians doing their
particular jobs on each press being built on
the assembly lines. They see the modern, effi-
cient, complex machines and the experienced
workmen that are needed for gear cutting, for
planing, for drilling, and for the many other
operations necessary to make a press. They
see the parts and press itself tested, so that it
runs smoothly, easily, and with precision be-
fore it is shipped.
Color Brochure Is Fine Promotion
In Another Man's Business, Miller has an
ideal tie-in with its product, for the brochure
in full color which each person in the audience
recei\es, is an outstanding exani]ile of line
printing. It was printed on a press, the Miller
TVV Two-Color, which the audience will see
being planned and manufactured in the mo-
tion picture to be shown. The combination
builds sales and valuable relationships. Prints
of the picture are being shipped not only to
all parts of the United .States, but to Canada,
England, Norway, France, and to all parts of
the world wheie printing machinery is used.
Sponsor: Miller Printing Machinery Com-
pany, Pittsburgh, Pennsylvania. Film: An-
other Man's Business, twenty-five minute
motion picture in sound and color produced
by Mode-Art Pictures, Inc., Pittsburgh.
Pennsyhania. Distribution: Syndicated
Films, 1022 Forbes Street, Pittsburgh. Pa.
Here are yoer ■ricisE;Ts to I lie premiere shine-
ing of "Another Man's Business."
Ilrie\ « i^iil -,rlii) inisii'l "Siiliiii^ Pretty" ... ... mid here's llie !|i«y slie Innked smiii iifter!
Take the Case of General Fireproofin^
OFFICE EQUIPMENT M.AKERS FILMS TELL CONVINCING SALES STORY
NcM. W*4Mid<,. Upltn^n Ufa.
JUST TWENi V MONTHS .^Go the General Fire-
proofing Company embarked on its first
lilai venture, a 22-minute sound motion
picture on modern office chairs appropriately
titled Sitting Pretty. Recently national adver-
tising in Time, Business Week and twehe
other national publications announced the
conipanv's newest film and invited the publii
to \ iew it.
.\t the same time four-color mailing pieces
were going out to o\er 100,001) selected con-
sumers announcing the film and issuing in\ ita-
lions to see it. Early this month a test cam-
paign was begun in one city in which the fn ni
has a branch office. A letter, folder and a re-
turn post card were mailed to approximately
li.OOO carefully selected consumer accounts and
a direct invitation was issued to them to view
the new film. The firm plans to repeat this
procedure in other branch cities after collect-
ing data on its effectiveness.
Film Inxestment Has Paid Dividends
Behind all this extensive promotional cam-
paign, one fact stands out clearly. The Gen-
eral Fireproofing Company made a good initial
investment in the film medium and is well
satisfied with the dividends received.
Realizing that the experience of this spon-
sor woidd provide valtiable data to other con-
cerns contemplating the film medium, the edi-
tors of Business .Screen have made a case study
of the film's use at one of the company's larg-
est regional sales offices — in Chicago.
The home office of GF is in Voungstown.
Ohio. The company manufactures office furni-
ture, filing, storage, and displav equipmeiu.
Fourteen branch offices are located in major
cities and sixteen district managers travel and
supervise and help the selling efforts of o\er
100 exclusi\e dealeis located in almost every
importam city in the United States.
Both Pictures Cre.-vted for Selling
Sitting Pretty, a 22-minute sound film pro-
duced by Caravel Films, Inc., was the first film;
a straighttorward presentation ol the No. 212,'i
Goodform adjustable chair. The newest film,
Meehanized Record Piling, is a 27-niinute
sound picture presenting the GF mechanized
Superfiler. Both films are in black and white
with a short color sequence.
I he content of the films is niainly a well-
organized sales presentation. The plot story
in the second picture, lor example, deals with
a critical office filing situation, and shows how
the GF salesman made his sales approach,
helped the customer, and got the business.
.\rthm- Genuske, sales manager of GF's Chi-
cago branch, had this to say about the place
of a film in a sales presentation. "First," he
sa\s, "we do not feel the film is a substitute
lor a salesman. It does not rule out the sales-
man's presentation but is another sales tool
that will aid him. It is the salesman in the
final analysis who closes the sale, but the film
has proven an invaluable aid to his sales
message."
In Chicago, the films are used in a salesman's
presentation only at the salesman's own dis-
cretion. After he has met the customer and
surveyed his problems he may suggest the film
if he feels it can help in answering the pros-
pect's doubts.
At this point H. A. Brainard, branch man-
ager at the Chicago office states, "our number
one rule has been that the film be showir only
at the customer's relaxed convenience." The
time and place are selected by the customer.
The picture will be shown at General Fire-
proofing's office or at the consumer's office.
Shown to Prospect Groups Where Possible
Usually the film is shown to more that one
person. The attempt is made to sell the whole
organization rather than an individual. .\l
one corporation recently the film was shown
lo 250 department heads on a split shilt basis
throughout the day.
Before the film begins, the salesman makes
an informal introduction speech which usu-
ally covers these points, "This is a selling pic-
lure, not for an immediate sale or an imme-
diate order. Its purpose is to make the facts
about General Fireproofing known to you and
pro\ ide a source of inlormalion tor \our con-
sideration."
On calls following the film showing, the
(continued on the following pace)
NUMBER 8
VOLUME 10
19 4 9
23
MakiN(. Si I'lR-l-ii.LR Sai.i;s is the objt'clivi' of llm new (ii/niial /wic/jioo/;/)!; jjiiluif in whiih tlie
ubuic Hfties slum) typical action {including excellent closeups) wliitli lends to ii snuessjnl file
installulion. The S(enes are from the nere Cnrni'el film prodiii tion.
FILMS THAT HELP SALESMEN
(CON ri.\ i'i;u I ROM 1 n i: i'Rici' dinc pace)
salesman aiiswcib tiutslions or doubts of the
prospect. All claims made in the picture are
conservative and can be backed up by the
salesman with factual proof.
Often when a sale is niade. the training di-
rector for the firm will want the film for show-
ings lo employees who will use the ecjnipment.
In the Chicago office, two salesmen are re-
sponsible for the film and the equipment. One
of them serves as a projectionist at many
showings. Thus the regular salesman has an
opportunity to make his sales talk without
bothering about ])rojection details. Also tlie
arrangement pinpoints responsibility for care
of the equipment and avoids breakage that
would result from handling by inexperienced
projectionists.
ISranchiis Ari£ Equippkd fcjr Showings
In a year and a half Sitting Pretty has been
shown to from 15,000 to 20,000 ]MOspects plus
company salesmen. After the production of
the film, General Fireproofing purchasetl
twelve 16mm sound projectors. Now the com-
pany has over sixty machines with all branch
managers equipped with both projectors and
screens as well as thirtv dealers who have pur-
chased the film and now own projectors as well.
T he films have been most uselul in training
the firm's 2500 salesmen throughout the coun-
try. In Chicago, after the first few showings of
Sitting Pretty, one of the salesmen remarked,
"When I used to demonstrate that chair, I was
awk\vard with ni) hands and in the w^ay I
stood. I've watched that fellow in the picture
and now 1 can do it as smoothly as he does."
The interest and attentiveiress of salesmen
is not an accident. The presentations which
the salesmen in the films make are based al-
most entirely on the General Fireproofing sales
manual. The film sales talks have been prac-
ticed and are coriect to the small details. The
presentation is polished and smooth, and yet
liimian enough to be believable.
In Chicago the films are shown frequently
at the weekly sales meetings. When the sales
curve levels off or the sales manager feels the
films are not being shown often enough, they
appear at the sales meetings for the next few
\veeks as a reminder.
The reaction of the salesmen has been ex-
cellent and there has been genuine interest in
re-examining the film salesman's technicjues.
The films have also proved to be morale
boosters. They renew enthusiasm and interest
and keep the men from growing disinterested.
Individual salesmen find thenrselves almost
unconsciously aci|uiring the techniques and
altitudes of the film salesman, e\en to using
the same inflections and phrases.
In summing up the contribution of the
first film, Mr. Brainaid stated, "It does what
I've seen stated somewhere as a sales slogan,
'It takes the ice out of price.' We feel where
the picture has been shown intelligently, the
percentage of orders closed was greater than
when the film was not used. We have used it
successfully as a sales training tool as well as
a selling tool."
Education a Prerequisite to Results
His enthusiasm is confirmed by H. H. Suen-
cler, manager of Advertising and Sales Educa-
tion for General Fireproofing, who says "mo-
tion pictures represent a new technique in the
selling field, and a certain amount of promo-
tional activity and education of the sales force
itself must take place in order to have them
use the technique to best advantage. In a
national group this is not a speedy aff^air, but
alter nearly two years of experience, we be-
lie\e it to be a very worthwhile effort in our
sales program and we hope to continue with
other films, belie\ing that they will prove a
good investment." •
Walker of Conshohocken Visualizes
Electrical Products in Color Picture
Sponsor: Walker of Conshohocken. Title:
Electrical Conductors and Raceways, color,
produced by James E. MacLane of Film As-
sociates.
♦ Walker of Conshohocken, sponsor of this
new film, is a leading manulacturer of elec-
trical construction materials with factories
near Philadelphia.
f.lci Imal Conductors and Raceways is docu-
mentary in style, shows the manufacture of
electrical wire, cable, conduit and underfloor
duct, tracing each item from raw materials
through to finishing, packing and its use on
the job. According to Donald E. \Vilbur,
Walker's advertising and sales promotion man-
ager, it is the first color film to illustrate the
construction and usage of all four kinds of
electrical construction materials.
James E. MacLane, producer, loiincl an un-
usual application of the fork lift truck in
making the film. Camera and operator were
mounted on the truck and the smooth electri-
cal action of the lift and the truck, itself,
proved invaluable for dolly and "crane" shots.
Electrical Coiiductors and Raceways is
available on a free loan basis to architects,
groups of electricians and electrical construc-
tion men and other similar technical audi-
ences. It is distributed directly by the sponsor
from Conshohocken, Pa.
Principal use of the film. howe\er, will be
by showings arranged and made by company
representatives who will make the picture part
of a presentation to electrical jobbers and their
Lift Truck Is Camera Platform
♦ A handy substitute for Hollywood's
ingenious but expensive camera cranes is
available to the industrial film producer
in the form of the electrical battery-
powered lift trucks found in almost any
large factory.
Wooden platforms, with hand railings,
can be made froin the standard wooden
pallets on which goods are piled. This
camera platform can be quickly trans-
ported anv'where in the factory by the
truck, raised to any elevation— up as high
as 16 feet in most cases— and turned, swiv-
eled, or raised and lowered while the
cameraman stays in place on the plat-
form to check the image through his
finder.
With the newer trucks, it is even pos-
sible to shoot while the truck is moving
forward and the platform mo\ing verti-
cally. This takes some practice on the
part of the truck driver, a smooth floor,
and chalk marks for horizontal and
vertical guides.
The accompanying photo shows James
E. MacLane, a New York picjducer with
Film Associates, directing a scene using
the camera platform during the shooting
of Electrical Conduitors and Raceways.
24
USINESS SCREEN MAGAZINE
^.
l.ij 1 I Ki i.k Doi iiM-s AS Camlra Cram, us
jirodiucr James E. MiicLoiif directs a scent-
l<iy " F.leclrictd Conductors and Rmewnys" llie
new tetliniiiil film .spimsared hy iniiniilnctiirer
W'lilker of Consliohockcn.
sales loices, as well as to audiences of iiispec-
lors, electiiial loiuractors and similar trade
groups.
In poiiiiiuj; up the end use of the company's
produits ilic lihu sliows scenes of the Wliite
House, llie Pentagon and Supreme Court
Building where Walker conductors are in-
stalled. •
Bicycle Manufacturers' Safety Film
New Addition to Institute Program
Sponsor: The Bicycle Institute of .\merica.
Title: Hiiytling Solely Today, 20 minutes,
black and ivhite, produced by Sound Mas-
ters, Inc.
■k The Bicycle Institute of America, a trade
association of bicycle manufacturers, has been
distributing fdnis for some years— both its own
Bicycling With Complete Safety, now a bit
dated, and General Motors' On Two Wheels.
Early this year, the Institute engaged a group
of cycling experts to assist Sound Masters in
creating a new film that would help individ-
uals and groups ccjncerned with increasing
safe riding practices in their comirrunities.
Bicycling Safely Today, just released, incor-
porates all the rules of safe riding into an en-
tertaining pictine that focusses attention on
every aspect of cycling while avoiding tlie dull
aspects of a purely training film. Members of
bike clubs are seen touring the countrysicfe.
youngsters pedaling to school, bicycling in the
early '90's, etc. Howe\er, all these activities
have been geared to the prime objective:
safety.
The film is suitable for audiences of all age
groups. The Institute is promoting it exten-
sively by direct mail to schools, police officials,
bicycle dealers, civic groups and other inter-
ested agencies. It is available on free loan
from The Bicycle Institute, 122 East 42nd
Street. New York. •
"Functional Photography in Industry "
.Shows Countless Uses of Visual Aids
* At first thought, the basic market for film
in the United States might seem to be the snap-
shooter with the Brownie who buys millions
ol little yellow boxes of film each year. Cer-
tainly the great bulk of sales promotion by the
large tUm manufacturers is aimed at him. Vet,
according to recent research by the Eastman
Kodak Ciompany, only one third ol the total
amount of film manufactured is purchasetl by
amateur users. The remaining two thirds is
acquired by professional photographers ol
every type, motion picture producers, indus-
trial concerns and scientific institutions.
Ri-CENTLv Released by Eastman Kodak
.According to a new 36-minute motion pic-
iiue recently released by Kodak, here are some
ol the main functional uses of photogiaphy;
still photography for record shots and catalogs,
microfilming for storage of drawings and pa-
pers, engineering reproduction, office copying,
template making, aerial mapping, stress anal-
sis, metallography, high speed studies, spcc-
trogiaphy for analyzing heat, instrument
recording, training aids and sales and adver-
tising media of all kinds.
Functional Photography in Industry, wliidi
is now available on loan without charge from
the Industrial Photographic Division of Ko-
dak, 343 State Street, Rochestei", is in no sense
a how-to-do-it nio\ ie. .According to Paul Bar-
bee, head of the division, "What we have tried
to do in the film has been to show the countless,
diverse ways in which many businesses and
industries are using modern photographic
technicjues. Our hope is that in this film other
businessmen and engineers may find an ap-
proach to possible solutions of their own
particular problems. The tremendous growth
of photography in industry during the last five
years indicates that the techniques shown in
this film are applicable to a great number of
concerns."
Both Color and Monochrome in Pictures
While much of the motion picture is in
Kodachrome, black and white sequences have
been included where black and white film is
normally used, as in high speed motion studies
at 3,000 frames per second. Also reproduced
in black and white are still photographs made
with electron microscopes and other special
ec|uipment.
Easily the most astonishing scene in the film,
ainong several stunning shots of stress analysis
in color, high speed films of a packaging ma-
chine at 3,000 frames per second, or electronic
photomicrographs of actual iriolecules, is a
color movie taken from the bottom of a \'-2
rocket. It takes the viewer on a careening ride
up some 70 miles into the sky with occasional
switches to a side view- of the distant curvature
of the earth. •
Picture sequences from the new Kodak tllm "Functional Photography in Industry" (right, top to bot-
tom) I. Photographing an oscilloscope trace. 2. Setting a nnicrofile machine tor copying drawings in
greatly reduced size, simplifying storage problems. 3. A photograph serves as guide in parts assembly
■for industry. 4. Determining stresses by photography with polarized light. 5. Preparing to make an
electron micrograph (by which specimens are enlarged as much as 30,000 and more diameters. 6.
(bottom) Reproducing engineering drawings with photographic intermediates for blueprints of maxi-
mum legibility. The film is available on a free-loan basis, (see above.)
NUMBER 8
VOLUME 10
9 4 9
. BUSINESS SCREEN TECHNICAL REPORT •
Quality Production With
^^^^L^^^I^^J^^ ^f^R ^""^F^^P^Dc 'V^^^^^I^Biii ^^^^^^^^^^K Ml
Process Cinematography
■^■1
• 1
This Formidable-Lookino Mechanism is the high-jjiecisiou
Mitchell Background Prajcdor just recently installed at the
Chicago production studios of Wilding Picture Productions,
Inc.. to insure perfect process cinematography in tonuner-
( uil and television motion picture production.
^^^^■p- ' r^H
^^^^^^^^^^^^^^^^H r\ l^^^^^^^^^^^^^lL^^^^^^^^^^^^^^^^^^^^^^P^^^Pw T^s. ^^^^^1
H^^^^H^H^^^HH^^^^^^^HH^^^^^^^^^^^HH^HHHI^^I
(
BEHIND THE COMMERCIAL FILMS steady Up-
ward climb into a potent forte in mod-
ern business coinmunicaiions and pub
lie education lies the unseen world of tech-
nology in which leading commercial Hliii
makers insure ihe quality of their product.
The recent acquisition by Wilding Pictine
Productions, Inc. of a new Mitchell Back-
ground Projector gives tangible evidence of the
enterprise which this commercial producer is
showing in the development of technical facil
ities. For this highly precise masterpiece ol
motion picture engineering contributes to the
kiird of perfect process cinematography essen-
tial to modern film production. There are
said to be only thirty-two of these complex
machines in existence, nineteen of which are
in Hollywood, ele\en in foreign countries, one
at the Army Pictorial studios on Long Island
and the other now located in Wilding's exten-
sive Chicago studios.
The key to this projector's performance lies
in the three-fold essentials of steadiness, bril-
liance, and e\en illumination. For process or
A Fully-Automatic Mole-Richardson proc-
ess projection lamphouse is another feature
of the Mitchell Background Projector.
Precise Film Movement assures a steady,
scene on the ei'enly-itluminated background
screen during all phases of production.
Remote control focus system enables the
cameraman to focus background scenes dur-
ing Ihe production of a motion picture.
"rear-screen" cinematography must bring the
perfect illusion of realism on the set as it lit-
erallv transfers the world outside inrto the
studio stage. With the use of this projector,
the writer and director can enlarge the scope
and interest of a picture immeasurably.
The Mitchell Background Projector is the
only machine of its kind which gives a flat
field. Since a perfect process shot depends to
a large exteirt upon a fiat-lighted, steady iiriage
on the background screen, this aspect of per-
formance is the one by which the cameraman
and his etjuipment will finally be judged. The
projector may also be adjusted to provide from
.")% to 7% less light on the center of the screen
I ban on the edges.
Portability is anolher outstanding feature,
since the projector may be mo\ed from stage
to stage by two men. This precludes the neces-
sity of reser\ ing a single stage for process work
and makes production scheduling more flexi-
ble. Because of precision irianufacture, residt-
ing in silent operation, it is readily adaptable
to a wide range of uses in process operations.
Heart of the projector is this veiy precise,
eccentric type film movement mechanism
sl)own in the operator's hands.
26
BUSINESS SCREEN MAGAZINE
Nash Releases "Hunting in Alaska"
as Second "Hit" on Sports Program
A NEW M.P.O. PRODLCTION
5IT^!MP^)^?ai
Sponsor: Na>h Motors Division. Nash-Kelvina-
tor Corp. Title: Hunling in Alaska, 30
minutes, color, produced by MPO Produc-
tions through Geyer. Newell S: Ganger.
■*■ When Larrv Madison of MPO was in
.Alaska for .Nash last \ear he shot two movies
— one on fishing (Bisiness Scree.n. September,
1949) which was released last spring, and an-
other on hunling. which has been released
this fall.
Both fihiis are excellent examples of com-
mercial public relations pictures and it's a
toss-up to decide which is better. Both are
now scoring hea\ily for Nash in good will and
in actual sales. Distribution is closely tied
in with dealers and Nash has found little of
the reluctance often found in getting retailers
to promote a movie. Nash dealers are con-
vinced they have a hot sales item and are using
it to the fullest extent. .After a recent showing
in Lancaster, Pa., fifteen people turned up in
the dealer's showroom the next day. This is
but one example from a whole file of similar
incidents.
"CoM.\it:Rci.\L" Techmqle Registers
Of course, Nash has a natural appeal for the
one out of five .Americans who fish or hunt,
with the bed feature, window screens, extra
ccapacity gas tank. etc. But the surprising part
of this success story is that the basic picture,
itself, hasn't a Nash to be seen throughout the
film. Tacked on the end is a three minute
I commercial trailer with plenty of Nash, and
not a bit on the sly. .Audiences, used to straight
i commercials in radio and T\'. have seemed to
like this technique. The point seems to be —
if the picture is good enough, don't be afraid
to present an honest, straightforward com-
mercial. Nash is following a basic tenet of
every sales strategy — Ask for the Order, and
the public is paying off.
Hunling in Alaska is about a middle-aged
man off on his last trip to hunt big game. His
trip is successful — after some earlier disap
pointment, and in the culminating sequence
he gets a fine .Alaskan Brown Bear. This scene
is particularly good, sho^ving the bear receiv-
ing the first shot and tearing off into the brush
only to be downed b\ several more bullets.
The characters, as in the Fishing film are en-
tirely believable and well plaved.
\Vhole Famiiv Welcomed b^ Nash De.alers
The Nash sports film series is intended for
everyone who would like to see them. The
whole family is welcome at showings arranged
locally by Nash dealers, and hundreds of thou-
sands have been entertained b\ them this vear.
Nash promotes distribution bv folders mailed
out by dealers, posters in showrooms and at
sportsmen's shows, and by word of mouth
from people who have seen the films or heard
of them from the fine press notices in news-
paper sports columns and outdoor magazines.
"Before" and "after" scenes in the new XRFA sound slide film on "Room Arrangement"
National Retail Furniture .Association
Prepares "Homemakers" Slidefilm Series
Sponsor: National Retail Furniture .Associa-
tion. Title: Furniture Films for Home-
makers Series. Producer: Vogue-Wright
Studios, Film Division.
•k The latest three of this series of six color
and sound slidefilms will have their first run
at the January Furniture Market when 20,000
furniture retailers assemble in Chicago. The
first three films were premiered at the July
Market and are now- being shown before high
school and college home-economics classes,
church and women's groups and men's
luncheon clubs through the courtesy of local
NRF.A members.
The purpose of these films, ^vhich contain
no advertising, is to educate the buying pub-
lic on the fine points and differences in good
furniture so that the buyer will look for high
quality merchandise. Each film consists of
from 60 to 70 frames and runs from 10 to 12
minutes.
The completed films are: Floor Coverings,
which tells the consumer what to look for in
rugs and carpels; Upholstery Fabrics, which
explains weaves and textures and recommends
the fabrics best suited for different purposes:
and Room Arrangement, which delves into
problems of interior decorating and place-
ment of furniture for function and appear-
ance.
Color Harmony, one of the films to come
out in January, portrays each of the primarv
colors as a cartoon character and, with the
help of Mr. Nrfa. a character representing
the NRF.A, tells in a sprightly manner what
happens when the colors "mix it up." It shows
how various shades of colors are obtained
and how combinations of colors are selected
to achieve harmony. Styles in Furniture— ISth
Century English is designed to educate the
homemaker on styles of period furniture. De-
tails of the construction of furniture and the
factors of construction that distinguish gcx)d
furniture from cheap furniture are shown
and discussed in the slidefilm. Furniture Con-
struction, Part I— Case Goods, and Part U—
Upholstered Furniture.
This is not NRF.A's first experience in the
production and use of slidefilms. The organi-
zation had previously produced a series of 15
retail sales training slidefilms at a cost of one
third of a million dollars. AV'hen some of
these films were shown consumers, the results
were so good that a demand was created for
a series of films for homemakers. By eliminat-
ing and adding frames to films from the
original series, the homemaker series was cre-
ated to satisfy this demand.
Under the super\ision of Mr. Carl J.
Dueser, manager of the NRF.A Merchandis-
ing Division, and Mr. Richard Kostka, direc-
tor of Store Modernization, and with the help
of Miss Rosanne .Amberson, public relations
consultant, the films and scripts were checked
and double checked for authenticity and ef-
fect. Before being incorporated into film-
strips, two-by-two slides of all frames were
shown before 7.000 students of public schools
in New York, after which students and teach-
ers were tested as to their reactions. Only
after the slides were thus pretested and proven
did they become a part of the films. Original
music for backgrounds was carefully selected
to fit the mood of the films.
Distribution: .All of these films will soon be
available for showings to interested groups
through many of the 8,900 local retail furni-
ture stores which are members of the NRF.A.
Your Editorial Preview for 1950!
■*■ Now at Aiork on format design and impor-
tant new content features for 1950 issues, the
Editors of Business Scree.n begin their second
decade of publication. Here's a brief glimpse
of some of the useful material you'll receive
with your 1950 subscription:
1. .\ new Technical Department with authori-
tative facts about s|x-cial audio-visual equip-
ment; film processing; magnetic tape develop-
ments; films in television, etc.
2. More Film Guide listings: regular columns
will be correlated each month with the grow-
ing list of annual Film Guides now published
so that subscribers as well as Guide users will
be kept up to date on new films each month.
3. More editorial color and new \ i\ id page de-
sign to maintain the national leadership which
«on Blsine-ss Scree.n the First .Award among
all U. S. business papers several years ago.
NUMBER 8 • VOLUME 10
19 4 9
27
Shoemaker to Direct
NAVA Sales Institute
Novel Robot Promotion
Created by Pathescope
7(1 jnoduclion" at the new Clucagn film sliidios of I'ogue-Wright.
Vogue-Wright Studios Expand Film Division
N[ WLV-REMODELKD FILM PRO-
DUCTION Studios at 441 E.
Ontario Street in Chicago are the
latest addition to the complete
art and pictorial production facil-
ities of Vogue-Wright Studios, na-
tional art service organization
lieaded by Albert W. Dungan,
President.
Designed to meet an expanded
demand for sound slidefilni and
motion picture production, in-
cluding television lilms, the new
studio adds 21,000 square feet of
working space to the company's
already extensive Chicago facili-
ties. George T. Becker, well-
known connnercial film produc-
tion executive, has headed the film
division since its inception in
1945.
Under his experienced manage-
ment, a staff of experts was as-
similated into this division and it
is as a result of its rapid growth
that the parent company has
found it necessary to equip the
new facilities. Considerable em-
phasis has been given to television
requirements, a field which the
company has now entered.
Adequate Space for Production
The East Ontario Street studios
feature 30-foot ceilings and ilu-
floor area is sufficient to house
twenty or more room scenes simul-
taneously. These galleries also
carry a complete staff of interior
decorators, carpenters, painters,
paper hangers, seamstresses, etc.,
plus carpenter shops, dressing
rooms, and developing, printing,
and enlarging rooms.
The new quarters are lully
equipped with a sound stage, pro-
jection room, and complete tele-
vision equipment.
Parent CoMPAN^ Dates to 1914
Vogue-Wright Studios came into
being in 1929 as a result of the
consolidation of the Vogue Studios
(founded in 1914) and the Wright
Company Illustrators, established
in 1918. In addition to Mr. Dun-
gan as president, Robert D. Becker
is executive vice-president; Joseph
Hildebrand, treasurer; and Thom-
as W. Saunders, secretary.
Tolal Chicago facilities now ap-
proximate 100,000 square feet in-
cluding the headquarters building
at 469 East Ohio Street. The com-
pany employs nearly 300 persons
and serves such national concerns
as Sears Roebuck, Montgomery
Ward and Company, Spiegels,
Firestone, etc. Its New York af-
filiate, the Stone-Wright Studios,
specializes in fashion art and pho-
tography and employs a staff of
125 persons.
.\mong recent clients of the film
division are the National Cash
Register Company, National Re-
tail Furniture Association, and
other well-known users of the film
medium.
Profitable Business
in Ohio For Sale
\ profitable visual education
Inisincss with emphasis on film-
strips is for sale in Ohio. Owner
could handle to start but two
experienced salesmen available
if desired.
Write or wire Box SO}
Business Screen Magazine
812 N. Dearborn St.
Chicago 10, 111.
♦ The board of governors of the
National Institute for Andio-Vis-
ual Selling met at Indiana Univer-
sity. Bloominglon, Ind., November
26-27, and announced that the
1950 Institute will be held at the
University July 24-28. Robert L.
Shoemaker of the Operadio Manu-
facturing Company, St. Charles,
111., was elected chairman of the
board. The board voted to estal)-
lish a new course on "Sales Man-
.agement" designed both for audio-
visual dealers and manufacturers'
sales personnel working with deal-
ers.
Courses of the last Institute,
"Salesmanship," "Business Man-
agement" and "Film Library Op-
eration," will be repeated in 1950
with refinements and additions.
Most of the 1949 Institute staff
will be back in 1950, along with
several new instructors. The date
chosen for the 1950 Institute im-
mediately precedes the National
Audio-Visual Association Conven-
tion in Chicago, July 30, and en-
ables one to attend both the Insti-
tute and the Convention within a
1 0-day period.
The Board of governors planned
a nation-wide series of showings of
the sound slidefilni on the first
Institute. Persons interested in
attending the 1950 Institute may
arrange a showing of the slidefilni
without obligation by writing di-
rectly to Robert L. Shoemaker,
Operadio Manufacturing Com-
pany, St. Charles, 111.
The Institute is sponsored an-
nually by the National Audio-
Visual Association in cooperation
with the Audio-Visual Center of
Indiana University.
Bob Gaskins of Lawrence Cam-
era Shop, Wichita, Kan., was
elected secretary of the board of
governors. Besides Shoemaker and
Gaskins, board members at the
meeting included H. Herbert My-
ers. Charles Beseler Company,
Newark, N.J.: John Dostal, RCA
Visual Products, Camden, N.J.;
Brunson Motley, Cathedral Films,
Indianapolis, Ind.: Laurence Saltz-
man. Audio Film Center, New
York City; and Don White, Na-
tional Audio-Visual Association,
Evanston, III. Participating Indi-
ana University staff members were
Ernest Tiemann, L. C. Larson,
John Brickner, Edwin Foster, G.
Elwood Hookey, John Mitchell,
Thomas Luck, Karl Rahdert, and
Earl Tregilgus.
♦ .\ liiuely reminder Id iiulusli i;il
relations and sales executives is an
ingeniously designed, hand-wouiul
robot (see cut) which the Pathe-
scope Company of .'America, Inc.,
New York City, has been distribut-
ing in recent weeks. This unusu-
al and double-barreled mail pro-
motion points iq) the clanger of ]
treating workers as though they
were robots and stresses the part
that attitude-nioti\aiion films play
in management-labor relations.
The eastern producer has also
directed "Robert the Robot" to
sales executives with an accom-
panying letter which describes him
as a "model of the type of sales-
Mcet ■■Rulinl I he Rohof
man that is becoming extinct . . .
the days when you could just wind
up a salesman and send him on
his way are about over."
A few turns of a key and the
little five-inch figure walks across
a smooth surface, his innards buzz-
ing ominously, his gait reminis-
cent of Frankenstein's monster.
"Great guy, Robert," a letter to
industrial relations executives be-
gins, "wind him up and he goes
to work. Never listens to radical
agitators, never beefs about work-
ing conditions, never complains
about how monotonous his job is,
never gives any labor trouble."
But. as the ]jroniotion contin-
ues, "he's still just a gleam in the
eyes of the engineers. " Meanwhile
the present-day problems of ordi-
nary humans are to be met and
the producer points out the recent
contributions which Patliescope-
produced films have made in the
fields of employee indociriualion
and attitude-motivation. •
28
BUSINESS SCREEN MAGAZINE
16MM SOUND
Mauier Introduces a
Multiple-Type Track
ANEW 1 VPE ol Itiinm
^ouiul track was iiitro-
(liiiicl Id iIr- iiuliisU'v leccnt-
1\ l)\ |, A. Mauler, Inc.,
I.oiig Klaiul City, New York,
eastern nianiilatliirer of film
recordiiii; anil precision cam-
era equipnieiil. In this new
track, the laniiliar bilateral
l%pe of leccrdins; in a single
line is replaced bv a group of
six smaller \'A tracks, each a
duplicate of the other and
one-sixth the widtli normallv
emplo\ed. The multiple
track thus contains twelve
simultaneously modulated,
identical aieas.
Because of the ideiuical
duplication of six complete
\'.\ tracks acioss the normal
width of an ordinary track,
a major improvement in re-
production is claimed. The
sizeable number of Kinim
sound projectors in the field
which cannot receive the
same careful maintenance as
professional theatrical equip-
ment arc said to benefit par-
ticularU through better
sound reproduction.
Such equipment in the
field departs from perfection
in two wavs: first, thes are
not uniformly illuniinatcd
from one sitle of tlie sound
track to the other and, sec-
ond, they are not always cor-
rected for "a/imuth" (posi-
tioning at an exact right an-
gle to the direction of Idm
travel) . These variances mav
introduce from 15 to 30"^
intermodulation distortion:
8 to 10"^'(, is generally consid-
ered the maximum permis-
sible in the S5mm industrv.
In the new midtiple \'.\
(CO.NTIMrU ON NEXT PACE)
Below; enlarged closrup of
new Minirer tnulliblc l)ach.
m
If I
New Low Cost Tape Recorder
Offers These Great Advantages
ONLY
Complete with ,
- -' -dio-ph
A'e
LOWEST FIRST COST!
Compare the record-breaking low price
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LIGHTEST, MOST COMPACT!
The basically new design of this new re-
corder reduces bulk and weight to almosi
': o/ convenffono/ models! It weighs only
15 pounds and measures only S^a" x 8"
X 12"
GREATEST OPERATING
ECONOMY!
Because of its slow recording speed and
its "dual track" recording system, this new
Ampro unit will record a full 2 hour pro-
gram on one 7" reel! Almost twice as much
recorded materia! on each reel of tape as
compared to conventional recorders.
SIMPLEST TO OPERATE!
A child can operate this new tape recorder
... it is that easy! Operation has been
reduced to its simplest terms, uncluttered
by costly "gadgets" thai merely confuse
the operator.
Designed, built and
guaranteed by AMPRO
... a name famous for fine craftsmanship
in the design and manufacture of precision
cine and sound equipment for more than
20 years.
"Trade Msric Bck- U. S. PU. Off.
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AMPRO
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MAGNETIC TAPE RECORDER
AND PLAYBACK UNIT
RECORDS 2 FULL HOURS on
ONE STANDARD 7 REEL . . . WEIGHS
ONLY 15 POUNDS!
Modern business men will 6nd scores of time and money saving uses
for this new low cost Ampro Tape Recorder and Playback. It is per-
fect for recording conferences and sales meetings . . . rehearsing speeches
. . . diaating long reports . . . training sales personnel . . . making sales
presentations and many other important business tasks. Exclusive fea-
tures include: Slou recording speed which puts almost twice as much
recorded material on each reel; Fast Foruurd Skip lets you skip to the
middle or end of a reel to hear certain recorded sequences; an Audio-
monitoring system enables you to hear what is being recorded while it
is being recorded . . , plus a host of other important features. Its simpli-
fied operation and low operating cost make it a perfect business tool.
Best of all. its low first cost puts
it within range of e\en the most
modest budgets!
for illustrated folder gii ing com-
plete details and specifications on
this new low cost Ampro Tape
Recorder.
AMPRO CORPORATION ^^^T BSI249
2335 N. Weitern Ave., Ctiicago 18. Illinois
Please send me full details on the new low cost, llghf
weight Ampfo Tope Recorder
Precision Eiiuli'inent
Conwration Subsidiary
WRITE FOR COMPLETE FREE LIST OF FILM GUIDE LIBRARY EDITIONS
• Many useful reference publications are a\ailable
to Business Screen readers in the growing Film
Guide Library which includes Safety, Sports, Health
S: ^\'elfare, Sound Slidefilm Guides: Projectionist's
Handbooks, etc. Write today for complete free list.
812 X. Dearborn Street, Chicago 10, Illinois.
NUMBER 3
VOLUME 10 • 1949
29
OF NEW
Knniii TRACK
QUALITY
II HI
1
gc^
H
■l^
M
Actual enlargement (unrelauched) of new
Maurer Multiple Track combined with picture
THE NEW MAURER
MULTIPLE TRACK
WHAT IS IT?
Six variable area sound tracks oc-
cupying the same space as one
ordinary single track.
WHAT ARE ITS
ADVANTAGES?
Noticeably better reproduction of
sound on the average 16mm tele-
vision reproducer.
CAN IT BE PRINTED?
Yes, on all 16mm black and white
prints, from the recorded original.
No change in projector necessary.
WHERE TO GET IT
From original 16mm Maurer record-
ings. Prints of superlative quality are
made by Precision on Maurer labora-
tory equipment. Or we can re-record
from magnetic tape to the new Multi-
ple 16 track.
Send For Sample Film Clip
and Technical Data
PRECISION
Film Laboratories, Inc.
21 West 46 St. ■ NEW York, N. Y.
NEW SOUND TRACK
(continued from pace 29)
track, a variation as great as
50% in the illumination in the
projector scanning beam will
still provide substantially un-
distorted wave form. This is
because the variation over any
individual modulated area of
the new track is extremely
small. Since the total signal
reaching the photocell of the
projector is the sum of the sig-
nals given by six individual
tracks, each of which has very
low distortion, the total repro-
duced signal has low distortion.
Similarly, the harmonic distor-
tion of wave form due to azi-
muth error is reduced. Overall
intermodulation distortion is
said to be brought down to
values of the order of five per-
cent.
Application of the new track
in television film ])rojection is
deemed particularly important
by the company. In line with
the Maurer policy of protecting
its customers to the maximum
possible extent against obsoles-
cense of equipment, the new
multiple track will be made
available as a conversion to
present owners of the latest type
of Maurer Recording Systems.
Soon all new Maurer Record-
ers will be supplied with this
sound track as standard equip-
ment. Precision Film Labora-
tories, Inc., 21 West 46th Street,
New York, has been equipped
lo lerecoril and reproduce the
new multiple track as a stand-
ard operation on 16mm prints.
Magnetic Tape Editor
Subscribers to Business Screen
are requested to supply Form
22-S notifying our circulation de-
partment of change of address to
insure prompt delivery of copies.
Above: Movwlti Ifiniii film editor
adapted for lyi/^tiiiii and 33mm
magnetic sound editing. Sound
editing head can easih be made
for Jbnim Iraih also. Equipment is
available from Moviola Company
with either photographic or mag-
netic sound heads at JW; SlO}''
for both; conversion of present
Moviolas for nmgnetic sound costs
S/M.
These film imikei.s alli'iided the hd iiitmtiit Cahnn Workshop (see story)
PICTURE WORKSHOP lion. In this group were Curtis E.
Avery, director of the E. C. Brown
Trust, University of Oregon (dis-
tributors the film Human
Growth) ; E. C. Chapman, Film
Supervisor, Advertising Depart-
ment, Caterpillar Tractor Com-
pany; Rev. Oscar Matthew, presi-
dent. Christian Films Production
Co.; Charles A. Sieck, Audio-Vi-
sual Aids Board, the Lutheran
Church, Missouri Synod; * Ken
Wood, Information Assistant, Mis-
souri Conservation Commission;
Charles N. Hockman, motion pic-
ture producer at the University of
Oklahoma; W. E. Stackhouse,
Stanolind Oil Sc Gas Company;
and C. E. Oglesby of Virginia. •
(CONTINUED FROM PAGE TWELVE)
Dr. C. R. Carpenter, in charge of
the Navy Instructional Film Re-
search Program at Pennsylvania
State College, who headed a dis-
cussion on findings made in this
basic research effort; Ralph Evans,
of the Eastman Kodak Coinpany,
spoke on the subject of "Depth
Perception in Color Photography."
Producers and clients, including
representatives of industry and
education, took part in the Client-
Producer Forinn. On the final day,
reports were given by various in-
dividuals engaged in film utiliza-
a PROVEN train
ing medium for
SALESMEN
EMPLOYEES
SAFETY
SERVICING
SYSTEMS
•
1 1 L IVI O Present Your Training Program
VISUALLY
FACTUALLY
CONVINCINGLY
DRAMATICALLY
ATLAS
FILM CORPORATION
Producers since JSJ3
MOr;OW PICTURES — SLIDEFILMS — TV COMMERCIALS |
1 1 1 1 South Boulevard
Au 7-8620 Oak Park, Illinois
30
USINESS SCREEN MAGAZINE
NEWS ALONG THE PRODUCTION LINE
NFW ^rKRK> \l\lt» rKtJJl.C-luR ^nai'idfs
precisian pt'rfoj inaiicf thrt'e-ditnftisiutial
pictures with tcuc-lo-life realism at $16^.
Features include matched /:'.^ fully cor-
reeled coated auastigmat lenses; twin
WO-watI lamps. indepetulenlt\ controlled
and blower cooled. A new product of the
Three-Dimension C<ynipan\. Chicago.
J. &. Betier, Sarra Executive,
Addresses Creative Ad Workshop
♦ )l^^n■H G. BtrzLR. director ol
film [jlanning for Sarra Inc., dis-
cussed television advenising be-
fore members of die Creative Ad-
vertising Clinic at the 1949 Adver-
tising Workshop in Chicago No-
vember 30. Mr. Betzer has planned
the creation, content and use of
hundreds of motion pictures, slide-
hlms and television commercials
such as the Lucky Strike Mcircliitig
Cigarettes and the Burton Holmes
travel programs for the Santa Fe
Railway.
Other speakers in the Advertis-
ing Workshop lectures were Fred
C. Williams, vice-president in
charge of sales promotion, Carson
Pirie, Scott S: Company; G. W.
Cunningham, mail order sales and
ad\ertising manager, Sears, Roe-
buck and Company; .A. C. Rag-
now, vice ■ president, Campbell-
Mithun, Inc.; Clyde Bedell, na-
tional authority on copywriting.
and Codv Sattelev, creative direc-
tor for Leo Burnett Company, Inc.
Columbia Announces New Player
for Long-Playing Records
♦ COIA MBIA RUXJRUS. I.vc. lias
annoiuiced a new high c|uality
player for use with 33';; RPM
records. Designated LP model 103.
the new plaver is made of black
plastic with a special gold tone
arm which starts the turntable
automaticallv upon being lifted.
Model 103, which sells for
$12.95, is equipped with a new
type pick-up cartridge including a
replaceable sapphire needle.
Both the new model 103 and the
older model 102 (S9.9.')) may be
used as a sound input for standard
sound slide projectors with 33' -j
RP.\1 LP transcriptions which pei-
mit programs ordinarily contained
on 1(3 inch records to be recorded
on 10 inch disks.
Pharmac\ iRAlMNt. FILM ExrERls discuss new plogram: meeting in Xew York recently
were represe?itatii<es of industrx, education, and film production, .-ibove (I to r^ stand-
ing are Dr. Robert E. Love. Cit\ College of \ew York: Dr. Robert F. Davis, president.
Frederic House, Inc.: Dean Hugo Schaefer . Long Island i'niversity. College of Phar-
inac\: George Lea. sales manager. Frederic House; Iii'ing Rubin. American Druggist
Magazine: Robert Steenrod. z'ice-president. the liaxer Company. Seated (I to r) are S. B.
Jeffries. Coordirmtor of Drugstore Business .Administration Training. CC.Vl' and
Brooklyn College of Pharmacy: and Hari'ey Manss. executive vice-president. Sterling
Drug, Inc. The group is discitssing new retail drug training films.
RKO Rathe Connpleting 16 Films
♦ RKO P.vrHE is now in produc-
tion on sixteen one and two reel
commercial films, including three
for the National Foundation of
Infantile Parahsis, , six for the
.\rm\ Ci\il .\ffairs Division, two
for the W'atchmakers of Switzer-
land, one each for the fnternation-
al Basic Ec<niomic Corporation,
the Texas Gas Transmission Cor-
poration, the National Selected
Morticians, the Lambert Pharma-
cal Company and Pepsi Cola.
Wji.ii l.m 111 Ms ((i\ii-\\\ lias buitl uf>
an extensive libraty of outdoor footage
which includes scenes like this from a
recent Wyoming state picture (story be-
low describes this activity).
Veteran Film Producer Organizes
Extensive Wild Game Library
♦ .\boui four \ears ago, veteran
film producer Fred Rockett and
Bill Eberhart, a Wvoming fishing,
hunting, and game conservation
expert, joined hands to form and
expand what promises to be one
of the world's largest libraries of
natural color wild life films.
The W'ild Life Films Company,
as this Hollywood enterprise is
now called, specializes in produc-
ing and regularly stocking wild
game motion pictures of unusual
quality and interest.
Thus far, the companv has pro-
duced two 2-reelers for the State
of Wvoming and is making a third
on fish propagation, ft has also
done tfrree fishing pictures for
Evinrude Motors. Plans now call
for extension of that activity as
well as continued distribution
from extensive library to rod and
gun clubs and other outdoor
groups. The extent of this field
for sponsor effort is indicated b\
the estimated total of 16,000 hunt-
ing and fishing groups now exist-
ing in the LI.S. •
Prfcarin*. stoh-motign T\' coMMK.RClALs produced by
Sarrii. Inc. for the Frank Fehr Brewing Company,
Louisiulle, are (I to rj Frank Seal, actor; Horace O'Con-
ner. copy cftief and George Farrelt. art director. Smith.
Benson and McCture. Inc., agency. Behind camera is
Harry II'. iMnge, Sarra produi tion manager.
ProdC'cinc Good^ far's "Si fi- On It" a new instructional
film for shoe repair shop owners will also help teach
salesmen Itow Seolite soles and heels are made. Fred
Goeppel is behind th camera shooting of repairman
Sick Catrufo at the Star Shoe Rebuilding strjre in
.■ikron, Ohio.
Klkla .<• Ollie Da\ at .\tlas Film Corporation studios
in Oak Park. Illinois, recently as tfiese television favor-
ites went before the cameras accompanied by Burr
Tillstrom. their talented creator. The puppets later did
a mimic performance of their studio experiences on
their regular telfni^f firr \BC TV.
NUMBER 8 • VOLUME 10 • 1949
31
In the
American Petroleum Institute Plans
Release of Five Oil Safety Pictures
♦ Five films are being released by
(lie American Petroleum Instiluie
Library lor use at company meet-
ings throughout the petroleum in-
dustry. The films were produced
by member companies and will be
retailed to member organizations
in the oil industry. These five films
deal with specific safety problems
in three phases of petroleum op-
erations.
In order that the film material
will dovetail closely with the safe-
ty training programs of members,
all references in titles, narration
and photography that refer to
names of firms producing the mov-
ies have been changed.
"l"o insure financial success of
the project, no film will be re-
leased until over a hundred orders
for it have been received. Titles
of the films are Minutes That
Count (2 parts 30 minutes each)
dealing with first aid treatment;
Thermal Forces, 26 minutes, deal-
ing with the dangers involved
when water is heated in a closed
container and the effect of thermal
forces as the temperature rises;
Hazardous Helper, 16 minutes,
dealing with the dangers of cat-
heads used in drilling operations;
and More Thau Magic, 15 min-
utes, discussing the job of han-
dling tongs, slips and elevators
while making a round trip on a
drilling rig. All films are sound
and color.
Stransteel Uses Theatrical Trailers
to Market Its Quonset Building Line
♦ A series of 35mm movie trailers
has been prepared for the Stran-
.Steel Division of the Great Lakes
Steel Corp by Marshal Tenipleton,
Inc., of Detroit. The films are
being booked in theaters through-
out the country by local dealers
marketing Quonset buildings.
The film trailers illustrate the
uses of Quonsets as agricultural,
industrial, commercial and public
buildings. Distribution is being
handled by United Film Service,
Inc.
In addition to this series of 13
film trailers, four others are being
prepared for special showings in
the midwest grain belt area. These
illustrate the use of Quonset build-
ings for cro|5 storage.
Clark's New Material Handling Film
♦ Another addition to the grow-
ing list of materials handling films
32
^QCiiyj^g ^mm
NEWS AND COMMENT ABOUT COMMERCIAL FILMS
is Fairfax aud Fork Trucks spon-
sored by the C:iark Equipment Co.
The film illustrates CHark materi-
als handling cciuipnient in use at
the Fairfax inclustrial District in
Kansas City. The 25-minute film
is available on free loan from the
Clark Industrial Truck Div., Bat-
tle Creek, Michigan.
Harris-Seybold Shows Power Cutters
♦ Salesmen for the Harris-Seybold
Co. are deinonstrating the efficien-
cy of their 31/9 ton Harris-Seybold
power paper cutters through a 15-
minute color movie A Clean Cut
Proposition. The film will be used
for personal desk-top showing by
H-S salesmen and prints are a\ail-
able on a free loan basis from
Harris-Seybold Co., Cleveland 5.
Atlas Produces Link-Belt Coal Film
♦ Newest film to be leleased by
the Link-Belt Company of Chi-
cago is Heavy-Media Coal Clean-
ing Process, produced by Atlas
Film Corporation of Oak Park.
Illinois. The sound color film
demonstrates how coal is cleaned
using the Link-Belt system for
handling the raw coal.
Camera crews from Atlas trav-
eled to Mahonoy City, Pennsyl-
vania where Link-Belt designed
and constructed coal clean equip-
ment was installed in a complete
anthracite processing plant. Heai'y-
Media Coal Cleaning Process is
a\ailable on free loan from the
Link-Belt Co., 307 North Michi-
gair Ave., Chicago, Illinois.
PATHESCOPE PRODUCTIONS
S60 FIFTH AVENUE, NEW YORK 19, N. Y.
PLAZA 7-5200
.-/ sieiie from Purolulor's "Pa\ Dili'
Talking Automobile Puts Over Sales
Points In New Purolator Slldefllm
♦ P(ry Dni, a ncu sound slidelilni
sponsored by Purolator Products,
Inc., features a talking automobile
to get across its sales message on
filter elements. The film stresses
to seivice station operators the
achisability of checking filter ele-
ments as well as oil, water and
battery lor additional sales and
profits.
Various sales techniques which
are recommended for selling fil-
ters, are dramatized in the film.
Pay Dirt has been in preparation
for se\eral months under the di-
rection of Purolator sales execu-
tives; Carlos D. Kellv. \ ice presi-
dent; Howard J. Hopkins, sales
manager, jobber division; and
James B. Lightburn, sales man-
ager, national accounts division.
Purolator field men are using
the sound slidefilm locally in sales ■
promotion. Distributors, jobbers,
and others interested in using the;
film in their own organization or
among their dealers may obtain
copies from Purolator Products,
Inc., Newark 2, New Jersey.
HEALTH & SAFETY'
Grinnell Shows OH Fire Protection
♦ riie techniciues in putting outl
oil fires ^vith water sprays are illus-
trated in a new 20-minute color
sound film sponsored by the Grin-
nell Co., Inc., Providence, R. I.
The film titled Emulsion Extin-
guishment of Oil Fires with Water
Sprays is available for free loan
from the General Sales Manager's
( )tlice of the Grinnell Co.
"Easy on the Eyes" Now on 16mm
♦ Easy vn the Eyes, a 35mm sound
slidefilm recenth produced for the
National Safety Council by Sana,
Inc., is now also available in Kinnn
motion picture form. Easy on the
Eyes was previewed at the 1949
National Safety Congress in Chi-
cago in October.
The new policy making a film
BUSINESS SCREEN MAGAZINE
availiiblc in hoih m)uiu1 slidthlm
and motion picuirc form is to en-
able wider showings. A second
NSC: film will also soon be avail-
able in both slidefilm and 16mm
motion picture form, it was an-
noiincetl bv Glen Griffin, the Na-
tional Safetv ('.ouncils' director of
indusiri.il liainiiig.
Canadian Ambulance Association
Has 20 Sound Slldefilms on First Aid
♦ C;ra\vlf.v Films of Ottawa has
just completed one of most exten-
sive sound slidefilm series e\er
fdmed in Canada. The films are
a series on first aid subjects pre-
pared for the St. |ohn .\mbulance
.Association with oxer 1,000 pic-
tures on 20 slidefilnis.
These sound slidefilnis describe
a wide variety of accidents, nsing
photographs when possible or as
in the case of internal hemorrhage,
artwork because of the impossibil-
ity of taking photographs. The
slidefilnis will be used throughout
the Dominion bv the St. John Am-
bulance classes in first aid and arc
also available to schools, factories
and other interested organizations.
They xvill be used for the guid-
ance of lav instructors as well as
to stimulate interest in the refresh-
er courses. The records xvhich ac-
company the slidefilnis give con-
cise descriptions of treatment for
each accident pictured.
New Veterans Rehabilitation Film
by Transfilm for Army Overseas
♦ The Arni\ Civilian Atfairs Divi-
sion will soon release a new film,
Rflmbilitation of the War Veter-
an, for use in occupied areas of
Europe as a part of its re-orienta-
tion program.
The new picture, made by
Tr.\nsfilm, Inc., will show the
workings of the New York region-
al office of the Veteran's Adminis-
tration, the largest outpatient
clinic in the world, through the
eyes of one amputee patient.
Rehabilitation . . . will later be
made available for use by other
government agencies in this coun-
try and throughout the world.
ITLMS FROM INDUSTRY
Stainless Steel Manufacture Methods
♦ Cooper Alloy Foundry Com-
panv of Hillside, N.J. has released
a foundrv practice film showing
manufacture of stainless steel in
their plants and titled Molding on
a Joint Rollover Pattern Draw
Machine. The 22 niiniue film is
accompanied by an instructor's
manual and is available from Miss
R. B. Kubert, librarian. Cooper
.\llov Foiuidrv. Hillside, N.J.
Denlson Films Oil Hydraulic Tools
♦ The Deuison Engineering Co.,
1 160 Dublin Rd.. Columbus, Ohio
recently released Multipress Goes
Hollywood, a 30-iiiinute black and
white sales film. Content illus-
trates "Multipress" oil-hydraulic
production tools in use on produc-
tion lines.
Singer Co. Shows Machine Sewing
♦ Machine Sewing, a new educa-
tional silent slidefilm, has just
been released by the Singer Sewing
Machine Co. The slidefilm is
black and white, 35 frames with
captions on each frame.
The film is designed as an aid
in teaching the correct way to
For upper threading:
Turn Balance Wheel until
Needle is at highest point,
thread and prepare a machine for
stitching. It will be available on
a free loan basis from local Singer
Sewing Centers in the United
States and Canada to school and
adult groups in the following
areas: Home Economics, Sewing,
Millinery, Tailoring and Dress-
making. Prints may be obtained
free of charge by teachers of sew-
ing. .\ teachers guide is also pro-
vided witli these visuals.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
eiiuipment for
16mm & 35mm
cameras
Animation Equipment :.
MOTORS for
Cine Special. Maurer
and Bolex Cameras
LENS COATING
John Clemens — Brwin Harwood :
NATIONAL CINE EQUIPMENT
INC.
: 20 WEST 22ild ST., NEW YORK 10, N.Y.
RENTALS — SALES
— SERVICE
Eyemo, Mitclieti,
Bell & Howell, Wall,
Cine Special Cameras
Bausch S Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
937 NORTH SYCAMORE AVENUE
HOLLYWOOD 38, CALIFORNIA
H.WE YOU THE COMPLETE "FILM GLTDE LIBR.\RY"?
• .\ complete, revised list of the Irre on written request nn voin
luany useful film and equipment companv letterhead. 812 N. Dear-
reference publications available born, Chicago 10, 111. .\ddrcss:
from Blsiness Screen is yours. The Reader Ser\ ice Bureau.
NUMBER 8
VOLUME 10 • 1949
33
96 Television Stations Now Serve
57 Market Areas as Set Sales Soar
♦ High M. Bkvili e, Jr., NBC
director of Research, notes that
there were over 3,025,000 televi-
sion sets installed thronghoiu the
nation as of November I, 1919.
Dining September and October,
715,000 sets were sold. Only a year
before, November 1918. the total
number of sets sold was only
718,000. Thns sales in these two
months of 1949 almost equalled
the total nimiber of sales from ilu-
beginning of television up to No-
vember 1948.
One year ago 45"^ of the sets
were located in the New York area.
Today the figure is only 27%. .-Vs
of December 1, 1949 there were 9(i
TV stations covering 57 market
areas. New stations have recentlv
been opened at Davenport, Iowa;
Jacksonville, Florida; Kansas City,
Missouri: Huntington, West Vir-
ginia: Tulsa, Oklahoma: San
Francisco: Utica, N.Y.: Bingham-
ton, N.Y.: Dallas, Texas; and
Phoenix, Arizona. Other new sta-
tions will open this month, in San
.\ntonio and Cleveland.
It is expected that by early in
1950 the nation's total of tele\ i
sion stations will reach a hundred.
Best Foods Series by Sound Masters
♦ Sound M,\sters, Inc. has com-
pleted a series of 12 TV commer-
cials for Best Foods through Ben-
ton &; Bowles. Products adver-
tised are HO Quick Oats, Cream
Farina, Nucoa and Presto Cake
Flour.
The spots are used two per ]5ro-
gram on the Hollywood Screen
Test show (ABC). Technique used
is the wacky approach— the com-
mercial yak. Scotchman with bag-
pipe loves HO oats because it's
thrrrifty, wife likes it because it's
quick cooking, and husband be-
cause it gives him energy for the
office, all played for laughs and
good selling, too.
Jerry Fairbanks in Reorganiiation
♦ Reorganization and additional
capitalization of Jerry Fairbanks
Productions, Inc. was announced
recently. Plans call for the organ-
ization of the largest television
program producing and distribut-
ing organization in the nation,
with the addition of Frank E.
Mullen, formerly with NBC, and
Russ Johnston, director of NBC's
video film division becoming ex-
ecutives and substantial stockhold-
ers in the reorganized firm.
Mullen, formerly executive vice-
president and general manager of
the National Broadcasting Corn-
Over Three Million Television Set.s Now in Use
panv and president of Richards
radio stations, will be chairman of
the board of directors. Jerry Fair-
banks will be president and will
be in charge of all production
activities. Johnston will be vice-
president, and a member of the
company's board of directors.
NBC Separates TV Operation in
Major Network Organization Move
♦ The National Broadcasting
Company has separated television
network operations from other de-
partments and activities into a
single organization. Joseph H.
McConnell, network president,
has announced that Sylvester L.
(Pat) Weaver, vice-president in
charge of television, heads the new
group.
Two olher organizations are be-
ing formed by NBC. One will
embrace the sound radio activities
of the network and the other the
operations of the six radio stations
and the five TV stations which
NBC owns and operates.
Weaver announced four major
appointments:
Carleton D. Smith will con-
tinue as director of NBC's TV
operations under the new organi-
zation. 1'he new director of pro-
duction is Frederic W. Wile, Jr.,
assistant to Weaver. George H.
Frev, manager of eastern sales for
radio and TV, now becomes di-
This is a long time — so it seems — to be actively en-
gaged in producing commercial and educational films.
Our very first clients are still having motion pictures
made by us. Of course, some of the largest companies
must divide their work — no one producer could pos-
sibly make all their films. We get all we can produce.
There is something about an L&N film that raises it
above the average. Sound planning and writing, intelli-
gent direction and editing, expert photography, special
effects and animation — all these and the personal at-
tention given the client — have built our business repu-
tation.
LOUCI^^ORLINC
243 WEST SSTH
MOTION PICTURES
ST. . N E W YORK C ITY
SLIDE FILMS • SINCE 1923
rector of sales for television. Nor-
man Blackburn, former national
program director for TV, has been
assigned to Hollywood to head up
television network operations
there.
Departments under Smith will
be: controller, headed by J. R.
Myers: film syndication, Russell
Johnston; production services,
Fred Shawn; stations relation,
Sheldon B. Hickox, Jr. and tech-
nical operations, Robert E. Shel-
by.
The following departments will
be grouped under Wile: new pro-
gram development, headed by
Fred Coe: talent, Carl Stanton;
program production, Richard Ber-
ger, William Garden, George Mc-
Garrett, Victor McLeod, Roger
Muir and Ernest Walling; and
continuity acceptance.
Television Features' Sales Rise
♦ Television Features, Inc., di-
vision of Larry Gordon Studios,
has recently completed several
series of TV spots for Mercury
cars. Kaiser Fraser, Air Wick,
Thom Mc.\n, Revlon, Satevepost,
Bromley Duralace, Threadmaster,
Donald Duck Icy Frosting, Clip-
percraft Clothes. Bernice Foods,
Pacific Mills and Monsanto Chem-
ical Company. The Mercury spots
were made to serve both as TV
commercials and minute movies
lor theatre advertising. Another
scries of minute movies has been
completed for Sylvania Television.
TELEVISUAL SHOP TALK
. . . The Larsen Television Picture
Corporation recently announced
the opening of new TV film pro-
duction studios at 3177 North
Broadway, Chicago 14, Illinois.
. . . Pepsi-Cola is now using a series
of 20sccond TV commercials, pro-
duced by Sarra, Inc. through the
Blow Company, Inc., advertising
agency.
. . . Guillermo Gonzales Camer-
ena, chief engineer of XEW (AM)
owns and operates Mexico's first
TV station. Broadcasts are daily
with live shows and film transinis-
sions in black-and-white.
. . . Paramount Pictures, Inc. is
handling television coverage at
UN meetings. The UN films are
relayed to C:BS and are sponsored
bv the Ford Motor Co.
. . . American Theatres Corpora-
tion recently presented three tele-
vised Notre Dame football games
at the Pilgrim Theatre in Boston.
.\rrangements were made through
an agreement with Notre Dame
34
BUSINESS SCREEN MAGAZINE
Mki-t CANr)V Lv: star nf Lewis
Condits Tl' films produced by
Sarra, Inc. tif Chicago.
and the Du Mont Television net-
woik. willi approval of General
Motors Corporation the sponsor
<il the broadcasts. 1 he games ap-
peared on the same bill with a
double feature film program at
regular prices.
. . . Teletranscription of DuMont
network programs has used more
than two million feet of film nega-
ii\e and more than three million
Icet of film printed in supplving
programs to stations off the co-
axial table. Du Mont recenllv
telctranscribed its 1000th program
on film.
. . . Eversharp, Inc. is now using
a series of four 20-second T\' com-
mercials on film produced by Sar-
ra, Inc. The series marks the entrv
of the Eversharp .Schick Injector
Ra/or into TV ad\ ertising. .\gencv
handling account is the Blow Co.
. . . WFIL-TV recei\ed the tele-
vision award of the Art Directors
Club of Philadelphia recentlv at
the club's 15th .Annual Exhibition
of .\d\ertising .\rt. Program cited
for the award was tlie "Paid
Whiteman TV-Teen Club" which
is jiroducid l)\ ihc Malion [or the
American Broaticasting Company
television network ever\ Saturday
e\ening.
. . Latest smvcvs of television sets
owned in the Greater Boston cov-
erage area intlicate 172,27(i sets
installed in homes and 4.7.50 sets
loiateil in public places. The sin-
\e\ indicates an increase of 31,63-1
sets since the beginning of Octo-
ber.
. .Over KiOO beer bottle crowns
are being used in a series of twelve
-O-second film connnercials spon-
sored b\ the Frank Fehr Brewing
Company of Louisville, Ky. and
produced by Sarra Inc. Smith.
Benson and McClure, Inc. of Chi-
cago is advertising agency han-
dling the account.
. . Theme for a recent TV broad-
cast of the Armed Forces Hour,
Sunday T\' program on N'BC, was
"Miliiary M.D." The film Medi-
cine in the Armed Forces was
shown in secpiences with com-
mentary after each section bv out-
standing officers of the army, navy
and air force branches of the De-
partment of Defense.
. . ..\ series of 20-second commer-
cials is being prepared bv Sarra.
Inc. for the Perk Foods Company
of Chicago to acquaint the public
with the companv's "Dogs for the
Blind" offer made in cooperation
with the Master Eye Foundation.
John L. Sinykin, noted dog train-
er of the Foundation, will serve as
technical director. The series will
explain how users of Perk Dog
Food can help obtain Master Eye
Dogs for the blind bv sending the
company's dog food labels to the
Foundation in Minneapolis, Min-
nesota. The companv donates to
the Foundation its profits on all
labels sent.
Major Lk.vgit Basebai.i, Star Luke .Al/pling is the center of attraction
III .-ithis Film Company's Oak Park (III.) studios during making of recent
\\ heaties;Sponsored films for nationwide educational use.
withADAfyinc
FOR
Dealer Display Rooms
Office Lobbies
Soles Offices
Trade Shows
Railroad Stations
Personnel Training
Wrile for circular B-9
• In Store by Day
• In Window at Night
Fully automatic, with color,
motion and sound, ADmatic
will sell for you day and
night. Troublefree — com-
pact — versatile — the ideal
point-of-sale medium. AD-
matic tells your sales story
with thirty 'i"x^2" color slides
projected in sequence on the
large cabinet screen. De-
signed for use in lighted
areas, this forceful advertiser
is your answer to increased
sales.
• n n « SALES AND DISPLAY OFFICE
^UMATic Projector Company m *. jacksom blvd.
CHICAGO 4. ILLINOIS
VITACOLOR
The Three Co/or Process that is destined to play
a leading role in the motion picture Color Field
VITACOLOR gives the producer . . . Release Prints with more Brilliant
and Saturated Color, Sharper Definition, Finer Grain, Silver Sound Track —
and at low cost ! !
V 35mm VITACOLOR Theotre Releose Prints from all 35mm ond 16mm Color
Originols.
V 35mm VITACOLOR Theotre Releose Prints from 35mm 3-Co!or Successive Frame
Separation Negatives,
V 35mm 3-Color Separation Negatives from oil 35mm and 16mm Color Originals.
V Complete Printing ond Processing Service for the New DU PONT Color Positive.
\/ Complete Ansco Color Printing and Processing Service for Motion Pfcturei, Slide
Films, and Slides.
\^ All the highly specialized Contact ond Opticol Printing equipment used in the
VITACOLOR Process is ovailable for use on work from our Ansco Color ond
Du Pont Color Customers.
\^ VITACOLOR is the best equipped 35mm Color Film Processing Laboratory
in the United States devoted to Color Motion Pictures, Color Slide-films and
Color Slides. DAILY CAPACITY-216,000 feet.
V FREE Testing and Filter Pack Data for Ansco Color Film.
%/ FREE Pick-up and Delivery Service in the Los Angeles Area.
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VITACOLOR
"Brings the Rainbow 1o fhe Scrten"
230 West Olive Ave., Burbank, Calif. Phone Charleston 0-8136
NUMBER 8
VOLUME 10
19 4 9
35
Men who make
Jam Handy Appoints Gene Deitch
as Motion Picture Aninnation Chief
♦ (iiM. 1)iiu;h has been ap
poiiucd thiel animator in ihc
Motion I'iclinc DepailnRui nl
the |am Handy Oigani/aliun. Mr.
Deitch will design, animate and
direct pictures and has a special
assiunment to develop new ani-
mation technicpies.
As assistant art diiector Cor
Columbia Broadcasting Conipanv
and as art director lor the Tullis
Companv in Hollywood. Mr.
Deitch worked on creation. la\-
out and animation of commercial
and theatrical cartoon films. He
was also associated with North
American .Aviation. Inc.
Thomas Baird to Transfilm, Inc.
as Head of Research, Counselling
♦ Thomas Baird. lormer Region-
al Director ol the British Inhirma-
tion Services in Chicago, has
joined Transfilm, Inc. as head ol
a new Film Counselling and Re-
search Department.
.According to William Miese-
gaes. Transfilm's president, the
purpose of Mr. Baird's department
"is to give objective counsel to
present and prospective film users.
It will, therefore, operate sepa-
rately froiri other departments in
the organization, and clients of the
research department will not be
obligated to any other department
of the firnr".
In 1933 Mr. Baird became an
original member of the General
Post Office Filnr Unit, Britain's
leading governmental film prodtu
ing agency. He joined Film Cen
tre Ltd. as counsellor in 1938 anil
became film officer to the British
Gas Industry. Early in the last
war Mr. Baird served with the
Ministry of Information in Lon-
don and supervised production
and distribution of that organi/a
lion's first group of films.
In 1942 he was sent to the
United States to organize the Biii-
ish Information Services Film Di-
vision and a year later succeeded
Lord Archibald as its Director. In
19-17 he was ap|jointed regional
director of the British Informa-
tion Services at Chicago and has
been responsible for the conduct
of Britisli public relations in the
Middle West ,
Ted Eshbaugh Moves N. Y. Studios
♦ Ted Eshb.\uch Studios, Inc. has
moved to new cpiarters at 109
West 64lh Street, New York 23.
mam
Thomas Baird
joins Tinnslilm iis loiiiisflliir
Reg Rolllnson Joins Wm. J. Ganz
Company as Film Account Executive
♦ The W'illiaiii J. (.an/ Com-
p.iuy ol iXew ^■ork Ciity. prothners
and distribiuors of business films,
annoiuice the appointmem of Reg
RoUinson as account executive.
Rollinson will handle sales pro-
motion, sales training and tele-
\ ision films.
Rollinson was lormerly assoii-
aicd with General Screen and the
Metro])olitan Group.
Colonial Films in New Quarters
♦ Colonial Films, Washington
lilm production organization, has
recently moved to new and larger
tjuarters at Courtyard 2118 Massa-
chusetts .\\e., N. W., Washington.
SALESMANSHIP HAS
BEEN DEAD EOR 10 YEARS !
MANAGEMENT: — What help do YOU give to YOUR
FRUSTRATED SALESMEN when they bog down because
of the SALES RESISTANCE they're getting now?
They haven't had to SELL for 10 years you know.
Their sales effectiveness and your Sales 'Volunie
depends directly upon the selling dynamite you
give to them.
Action-producing. . . . sales getting dynamite
is ready for your immediate use Yes the 1949
Aggressive Selling Film Series is packed with
practical selling "Know How" which your men can
use in their very next interviews. Firms al-
ready us ing this series tell us they are getting
business their salesmen might otherwise be
losing.
Are your men PRICE CONSCIOUS? Do they have
trouble CLOSING? Do they sell the BENEFITS AND
ADVANTAGES of your product or service? These
are only a few of the phases of selling covered
in the Series.
Wire or write for full details TODAY — NOW is
when you expect your men to produce MORE SALES !
ROCKETT PICTURES, INC
6063 SUNSET BOULEVARD
Hollywood 28, California.
Telephone: GRanite 7131
Rix Cox
Rex Cox, Former Disney Executive,
Joins Sarra, Inc. Creative Staff
♦ Rtx Ciox has joined the crea-
ti\e stall of Sarra, Inc., film pro-
ducers with studios in New York,
Chicago and Hollywood. For the
past two years Mr. Cox has oper-
ated his own educational and com-
mercial film production service.
For 1 1 years prior to that he was
with Walt Disney Productions,
where his screen credits included
Donald Duck, Mickey Mo'jst
Pluto and Goofey cartoons.
Mr. Cox's film career began in
Hollywood more than 15 years
ago with Charles Muntz, as an
animator on "Krazy Kat" and
"Scrappy" cartoons. He joined
Disney's staff in 1935 as an ani-
mator and became a story editor
six years later.
While with Disney, Mr. Cox
supervised such well-known ani-
mated commercial films as Dawn
III Belter Living for Westinghotise,
Treasure from the Sea for Dow
Chemical and Light Is What You
Make II for the Better Light-Bet-
ter Sight Biueau.
In 1946, Mr. Cox wrote and
helped produce the animation
film, Slory of Human Energy, for
the Corn Products Refining Com-
pany. In his new position, he will
work on motion picture and tele-
vision films for Sarra's commercial
clients.
Mr. Cox is a native of Litch-
field, 111.
Special Purpose Films Announces
Two Recent N.Y. Staff Additions
♦ .\Iar\ BiAKi . loruier assistant
fashion editor of Life magazine,
has joined the staff of Special Pur-
hose Films, Inc., producers, ac-
cording to John Fox, president.
The firm recently moved into new
offices at 44 West 56th St., it was
also announced.
Jack Hamman, former manager
of daytime sales for the DuMont
television network, is a new ac-
count executive for the N. Y. firm.
36
BUSINESS SCREEN MAGAZINE
EllWlN A. klKslMNhR
E. A. Kirschner Named Business
Manager of MPO Productions, N.Y.
♦ Edwin A. Rirschnkr has been
appointed business manager of
MPO I'rotUiclions. Inc.. iclevision
and industrial film company of
New VoiU. it has been announced.
Kirschner has pie\ ioush been as-
sociated for a twehe \ear period
with Vomig So Rubicam. Inc., ad-
\ertising agency.
* * *
Academy Award Script Writer
Joins Oeveste Sranducci
♦ Scripts bv Oeveste Granducci^
Washington film writing organiza-
tion, announces that Dolclas C.
McMlllen, author of the film
script Toward Independence for
the .Signal Corps Photographic
Center, has joined their staff. To-
u'ard Independence was chosen as
the "best short documentary of
1948" by the Motion Picture
.•\cadem) Award group.
Other films McMuUen has writ-
ten for the Signal Corps Center
include Half a Chance, Tlie Stow-
awa\. Inside the Cell and a series
of six films on physical medicine.
Prior to that McMuUen was
staff fdm writer for General Elec-
tric where he wrote such films as
Cun'es of Color, Dr. Hudson's
Experiment, Thunderbolt Hunt-
ers and many of the series Excur-
sions in Science.
Two California Film Organizations
to Share Production Facilities
♦ (.RAi'Hic Ell. MS Corpora noN,
lit Hollywood, and Phoio S: Sound
I'Roui crrio.Ns, of .San Erancisco,
ha\e concluded an agreement
whereb\ the\ are now associated
in the production of films for
iiidustrv, education, and television.
Photo &: Sound Productions,
l)ioducer of educational and in-
dustrial films for over a decade,
and Graphic Films, lecognized as
specialists in animated films, offer
through their association a com-
plete range of production services
covering an expanded geographi-
cal area.
Eilms in either 16mm or 35ram
ma\ now be produced by the two
companies out of both San Eran-
cisco and Hollywood offices. Their
combined production facilities
permit more efficient and economi-
cal service to clients in both of
California's major metropolitan
aieas, as well as in other states
thioughout the country.
* » *
United Productions of America
Opens Offices In New York City
♦ The cartoon studio of United
Productions of .\nierica, Burbank,
Calif., opened offices in New York
December 1, Stephen Bosustow,
president, annoimced. Edward L.
Gershmann, vice-president and
business manager, heads the Man-
hattan operation, with temporary
offices at 208 E. 72nd St.
United Productions, produceis
of television, industrial and film
animation, have scheduled one en-
tertainment cartoon feature per
vear, 12 to 18 cartoon shorts to be
released through Columbia Pic-
tures, plus television and commer-
cial films. This schedule has neces-
sitated expansion plans already re-
sulting in a 25 per cent increase in
personnel and a building program
that will add 13 offices in the near
future.
« « *
Danish Film Director to Ottawa
for Six Months' Study of Films
♦ Erik Eiehn. Uanisfi film di-
rector and one of the original
group of documentarists, is in
Ottawa, Ont.. Canada on a six-
month fellowship awarded bv the
C^anadian Council of Reconstruc-
tion, through L'NESCO.
Mr. Eiehn is studxing Canadian
methods of making and distribut-
ing films. Particidarlv impressed
by Canadian methods of film dis-
tribution, said Mr. Fiehn, "What
can be done in Canada in spite of
huge difficulties can certainly be
achieved in a country sudi as
Denmark where distance is no
obstacle."
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or blacit and
white... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
to all our
friends in the
industry
The Only Complete Laboratory Service
for 16mm and 35mm films.
CONSOLIDATED FILM INDUSTRIES
A Diviiion of Republic Pictures Corporalion
959 Seward Street. HoU>Avood, California
Telephone - HOllv^vood 9-1441
.SEW YORK: 1790 Broadway, New York 19. N.Y.
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
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. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variobre Speed 8-64
Frames.
115 Volt AC 60 Cycle, Synchronous
Motor, Single Phose.
220 Volt AC 60 Cycle, 3 Ptiose, Syn-
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and Milchett Comeras. Motors for Botex a
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, INC.
20 West 22nd Street
New York 10, N. Y.
NUMBER 8 • VOLUME 10 • 1949
Business Screen
Neumade Expands Eastern OHices
♦ The general offices ol Nkumaui:
I'koddcts Corporation, sei\ing
the entcnaiiimeni motion picture
(iekl, ilie aiidio-\ isiial. micro-re-
cording and television fields, ha\e
mo\ed into the McGraw-Hill
building at 330 \V, 42nd St., New
Vork City.
This move achieves the consoli-
dation of the company's home of-
fice activities and provides in-
creased engineering facilities for
handling special design requests,
Oscar F. Neu, president, an-
nounced. The move is in line
with the Company's expansion
program jjlanned to meet the
needs of the constantly growing
I6nmi and audio-visual fields. To
keep pace with rapid techniial
changes taking place throughout
the industry, a large ])art of the
firm's engineering department has
been assigned to development
work on new products.
Manufacturing facilities of the
33-year-old organization have been
enlarged and new precision ma-
chinery installed to better serve
not only the motion picture indus-
try in the eiuertainmet field, but
the audio-visual micro-recording
and television fields as well.
RCA Visual Products Section Will
Hold Service Training Program
♦ Tut: \'i.si Ai. Prodi'cts .Section
of the Radio Corporation of
.America Engineering Products
Department announces that a
service training program designed
to accpiaint ciistributors, dealers
and ser\'ice personnel from large
user organizations with the RCA
"400 series" of 16mm projectors
will be held at the RCA Victor
plant in Camden, N. }., in early
1950.
Classes will be limited to ten
trainees each and an intensive one
week program for each class will
consist of daily morning lectures
coupled with afternoon bench
work on visual equipment.
The week's course will co\er
fundamentals of operation, setting
and repair of all RC.-V visual procl-
ucts under the supervision of
trained engineers and tedmidans.
Verne Schulti to Radiant Screen
♦ Verne Schultz, for many years
engaged in the selling end of the
photographic business, has been
made Midwestern district sales
manager for Radiant Projection
Screens. Mr. Schultz will cover
seven states from Illinois to North
mim\
Kadiaiii to iiiipicne retail busi-
ness.
Dakota. He will help dealers on
selling and merchandising prol]-
lems and recommend methods and
merchandising aids developed by
Ralston H. Coffin Named Director
of RCA Victor Advertising
♦ R ALSTON H. Coffin, for 19 years
identified with national advertis-
ing activities, on December 1 as-
sumed the position of director of
■Advertising for the RCA Victor
Division, Radio Corporation of
.America, Camden, N.J.
Mr. Coffin will co-ordinate and
administer RCA Victor's achertis-
ing activities for 45-rpm instru-
ments and records, television, ra-
dio and other product lines. He
comes to RCA Victor from Mc-
Cann-Erickson, Inc., where he has
been an account executive for the
past five years.
= May we serve you?
We'd be pleased to screen
some of our latest produc-
tions for you. No obligation.
IMC. NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Beli. & HowKLi. pifsident C. H.
Percy ri-rcixies safely award from
/•'. W'.Iiiiiiiii III F.)iij)loycrs Miilunl.
Bell & Hov/ell Co. Receives Award
for Outstanding Safety Record
♦ F. W. Brain, vice-president
and chief engineer of Employers
Mutual Liability Insurance
Company, recently presented a
special safety plaque to the Bell
& Howell Company for a safety
record of o\er three-cjuarter mil-
lion man hours of work without
a single lost time accident.
Charles H. Perc:y, president of
Bell & Howell, stated that the ex-
cellent safety record was the result
of the work of the employee's own
17-man safety committee which
laid down the plant safety rules.
"We feel," said Percy, "that the
best way to get common sense safe-
ty rules is to have them made and
administered by the people who
ha\e to work under them." An-
other major factor in the success
of the safety program is the use of
sound motion pictures supplied
by the National Safety Council
and others.
Braun stated that of all com-
panies insured by his organization,
the Bell & Howell safety record
was one of the best e\er made
and represented an outstanding
achiexement for Illinois in 1949.
* * *
Westrex Absorbs ERPI Sound Film
Activities; Name Eastern Chief
♦ E. S. Gregg, vice-president of
the Westrex Corporation, an-
nounces the appointment of Fred
H. Hotchkiss as eastern division
manager. Hotchkiss will be re-
sponsible for handling business
with studios and producers east of I
the Rocky Mountains.
The new appointment follows
I lie merger of the sound motion
]jicture activities of the Electrical |
Research Products Division of the
Western Electric Co., Inc., wiili
Westrex. .Assisting Hotchkiss in
handling the technical aspects and
problems relating to studio u-
tording ei|uipment and its opei.i-
lioii will be Reeve O. Stioik,
W'eslux recording manager.
38
BUSINESS SCREEN MAGAZINE
THIS WAS THE YEAR which
brought business and industry
immense forward strides in the
fields of sound recording and re-
production including magnetic
tape recorders, automatic sound
slidefihn projection, new "repeat-
er" tvpe self-contained motion pic-
lure projectors, and continued ad-
vancement in lightweight, simpli-
fied 16min sound motion pictuie
projection.
Markets ahead were still vast; as
iiidustrv settled down to 1950 com-
petition many fields would be
cracked open because ihey needed
the power of visuals. Hail 19W.
S.O.S. Shows New Balos+ar Lens
♦ A premiere showing of the t: l..i
Cine Balowstar lens took place
in November at the showroom ol
the .S.O.S. Cinema Supply Corpo-
ration of New York. Walter Steuer
of the Zooinar Corporation was in
charge of the demonstration.
The new lens is said to transmit
color perfectly under a bare mini-
mum of lighting. Scenes as indoor
sports events, stage shows, surgical
operations, church weddings,
are now claimed to be routine.
This so-called "night-hawk" of
lenses was conceived by Dr. F. G.
Back. The lens has an aperature
range from f:1.3 to 16 and focuses
from infinity down to 4 feet, ft is
adaptable to anv 16mra camera.
Versatol Tripod Screen Model
Announced by the Da-Li+e Company
♦ The Da-Lite Screen Co. has
announced the new \'ersatol Tri-
pod Screen, available in eight sizes
from 30" x 40" through 70" x 70".
The screen surface is crystal bead-
ed and the tripod adjusts to four
convenient height positions. Tri-
pod feet are non-scratch and a
handle is attached to the grey met-
al case for easy carrying.
.\ new circular describing the
screen is available from Da-Lite
Screen Co., 2711 Pulaski Road,
Chicago 39, Illinois.
DaLite's J'ersatnl Tripod Screen
i^euat^
"mm ^mm^t"^
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
Prk\ itw txG SPORTS .\CT!ON or cliei ki
the neic Kodak Daylight Projection
ng business films is made easier by
I'ieu-er shoien above.
\
Projection Viewer Gives Desk-Top Film Showing
♦ The Daylight Projection
\'iEWER. developed by Eastman
Kodak Company, flashes a bril-
liant image on an eight by eleven
and three-quarters-inch screen
even in davlight and without dark-
ening the room, the company an-
nounces. The projection viewer
mav be set up on a desk or table
and eliminates rigging up a full-
size screen. The unit is portable
and folds into a handy carrying
case 12 by 21 inches in size.
It provides a screen image equiv-
alent to one that is six feet wide
if produced with conventional
projection equipment and seen
from the customary viewing dis-
tance of 18 feet. To achieve this
result the image is projected onto
a mirror then reflected onto the
Kodak Davlight Screen which has
special characteristics designed to
give a good image in daylight.
When used by coaches and
coaching staffs, for example, the
unit allows the coach to point out,
on the screen, areas of special in-
terest without causing shadows
that block the image. This is pos-
sible since the image is projected
from the rear rather than the
front.
.\ KODASCOPE SlXTEEN-20 RE-
MOTE Reversing Switch has been
developed to enable the user to
reverse the projector by remote
control at anv point during the
showing. .\ny part of the film can
be easilv re-run as often as neces-
sarv for study purposes.
The Kodak Daylight Projection
Kodascope Reversing Switch
\iewer is priced at S47.50, with
case and the Kodascope Sixteen-20
Remote Reversing Switch is listed
at S6.50.
Society for Visual Education, Inc.
Announces 150-Watt "Slidette"
♦ The Society for \isi. al Edu-
cation, Inc. announces the release
of a new, 150-watt, budget-priced
2" X 2" slide projector known as
the S\'E Slidette150. The unit
is seven inches high and weighs
less than three pounds. It comes
in a durable container with carry-
ing handles. Its mission is to put
color slide projection within the
reach of every 35ram camera user
The SVE Slidelle-150
and is also designed for field or
home demonstration to small
groups.
The new projector provides
sharp screen detail, clear, bright
color values and uniform perform-
ance due to a precision optical
system, with ground and polished
condensers and a quality, five-inch
.Acromatic lens. .A horizontal slide
carrier and an elevating clamp
screw locks the extension legs at
any desired height for centering
image on the screen. Rubber feet
prevent slipping or marring table
finishes. Natural ventilation, to-
gether with a heat absorbing con-
denser, enables a slide to be pro-
jected indefinitelv with minimum
hazard of damage due to heat.
Hallen "Jr" Tape Recorder
Combines Portability and Quality
♦ The Hallen. Jr.. a magnetic
tape recorder weighing only 60 lbs.
has just been annoimced. It will
be a one piece unit designed for
easy portability with a monitor
speaker mounted in the removable
lid.
The Hallen, Jr., has had its
weight reduced as much as is con-
sistent with good engineering prac-
tice and with quality magnetic
The Xew Hallen "Jr" Model
sound and easy servicing, accord-
ing to Hallen Company officials.
The new Jr., will be available in
two models, one for use with Hi,',
mm or 35 mm magnetic film stock
or for 16 mm magnetic coated
stock. The price will be S895.00
F.O.B. Burbank.
The Hallen Corporation con-
tinues to manufacture the Hallen
Model B22. the professional mod-
el portable recorder— and the com-
panv plans in the near future to
round out its line of professional
magnetic recorders with several
NUMBER 8 • VOLUME
9 49
39
Industrial Films Serve Wide Field
public: service pictures
Scene 1)1 "l-iic III M I II III I II I r"
Mutual Fire Insurance Companies
Present "Fire In Miniature"
♦ Fire III A//?;mM()c. sponsored by
the United Mutual Fire Insurance
Company and the Liberty Mutual
Insurance Company, is a film ver-
sion of what goes through a fire-
man's mind as he rides to a fire
on a hook and ladder truck. The
film stresses the inrportance of
carefulness and points out how
carelessness causes 80% of all fires
in the United States today.
The incidents portrayed in the
picture were taken from real life
experience. Models are used to
illustrate the disastrous results of
fires that might have been pre-
vented.
Fire in Miniature is soiuid,
color and 27 minutes in length.
It is available on a free loan basis
from the United Mutual Fire In-
surance Co. at 17,5 Berkeley St.,
Boston 17, Massachusetts or from
divisional offices in principal
cities.
Rock Island's Historical Epic
♦ A new film lor liie Rock Island
Railroad, titled fior/f Island Trail,
is being produced by Republic
Productions, Inc. for 1950 release.
The film will feature historical
wood-burning railway equipment
to tell the story of the growth of
the Rock Island line from its be-
ginning in 1852.
Hollywood actors Chill Wills,
Bruce Cabot, Grant Withers and
others will play title roles. The
story is based on the novel "A
Yankee Dared" by Frank J. Nev-
ins. The filming location is near
McAlester and Haileyvillc, Okla-
homa.
Among the famous scenes to be
featured in the two-hour film, will
be Abraham Lincoln's defense of
the railroad against the steam boat
owners who objected to the Rock
Island building the first railroad
bridge to span the Mississippi.
The bridge is located between
l?.ock Island, Illinois and Da\cu-
port, Iowa.
New Slldefilm Series Shows the
Techniques of Fine Penmanship
♦ A new series of slidefilms, pro-
duced cooperatively by the So-
cietv for Visual Education and the
Zaner-Bloser Company of Colum-
bus, Ohio, illustrate the stcp-by-
step procedures in forming letters
and nimierals in both ctusixc and
manuscript writing.
The titles of the four silent
slidefilms are: Your Capital Let-
ters and How to Write Them in
Cursive Writing, Your Capital
Letters and How to Write Them
in Manuscript Writing, Your
Small Letters and Numbers and
How to Write Them in Cursixie
Writing, and Your Small Letters
and Numbers and How to Write
Them in Manuscript ]Vriting.
The Zaner-Bloser Co. have been
specialists in handwriting since
1885. Films arc black and white
and available for purchase from
the Society for Visual Education,
I no East Ohio St., Clhicago, 111.
Syndicated Service Training Film
Available for Sales Programs
♦ A humoKius KI-iniiuMe soiuid
slidefilm suitable for introductory
use or intermission pinposes at
long training sessions is now avail-
able from Frederick E. Gymer,
2123 E. 9th St., Cleveland, Ohio.
The film, titled Mike and Ike—
They Act Alike, is handled in car-
toon fashion.
The story involves Mike, a sales-
man, and Ike, a service man, who
lose their jobs. Underneath the
light treatment is a serious train-
ing theme that may be used as
part of a sales training program.
FORD MOTOR COMPANY
NASH MOTORS
PAN AMERICAN WORLD AIRWAYS
THE TEXAS COMPANY
These companies have entered into contracts with
MPO during the past year for the production of
motion pictures in color.
Our clients' complete satisfaction with the quality
of color films delivered is evidenced by renewed
business.
Give us your problem, be it sales, public relations,
or employee relations, and let the most powerful
medium of expression — the motion picture — go
to work for you.
MPO
PRODUCTIOIVS, INC.
.3 42 MADISON AVE. . NEW YORK 17, N. Y.
Illinois' Division of Reports
Presents Color Film of State Fair
♦ The State of Illinois I)i\ ision of
Reports, recently released State
Fair, a 30-niiiuitc color film which
lells the story of the 1949 Illinois
State Fair. Emphasis has been
placed on the agricultural aspects
of the Fair with scenes of the win-
ning handicralt, livestock and pro-
duce exhibits as well as a review
of the latest agricidtural machin-
ery on exhibit.
The grand circuit harness race
also comes in for its share of at-
tention, and also pictured are
thrills from auto races. The film
is available on a free loan basis,
William I, Flanagan, superinten-
dent of the state division of re-
ports in Springfield has announced.
New York Producing Subway Film
♦ The New York City Board of
Transportation announces that a
film is being produced by the
Princeton Film Center to illus-
trate the workings of the mam-
moth imderground railway sys-
tem. The film will stress the mag-
nitude and importance of the 500
route miles of the subway to show
the a\erage 10-cent rider the be-
hind-the-scenes actix'ity.
In 1920, a short documentary
film was made, to instruct riders
how to follow the red and green
lines leading to shiutle trains. The
present film is the first full length
educational film sponsored by the
subway system.
The film will show typical
scenes of the system's 37,000 em-
ployees at work. The picture will
be released in the carh months of
1950,
Wesley Hospital Presents Program
♦ A 23-niinuie slidefilm being
shown to church and conurumity
groups tells the story of the his-
tory, accomplishments and com-
miuiity service rendered by the
Wesley Memorial Hospital in Chi-
cago. This is a part of the hospi-
tal's public relations policy that is
due to the institution's recognition
that the success of its operation
depends in part on the soundness
of its public relations policy and
program.
|ay L. flenih. presideul, and a
pidjlic relations committee of the
trustees meet regularly with the
staff of Gardner & Jones, public
relations considtants, to coordi-
nate planning. Wesley's public
relations program indicates the
trend of non-profit institutions to
recognize tlie importance of good
public relations.
40
USINESS SCREEN MAGAZINE
wiEjT/ :?2i(DiDiriicrs
Self-Contalned Projector Shows
Slidefllms With Recorded Sound
♦ A self-coiuained unit, called
Sel-A-\'ision, that automalically
projects a clt-ar. biilliam series of
pictures on a 10 b\ Ki-inch screen,
either silent or synchronized with
sound, has been dex eloped b\ the
The Sfl-A-J iiiijn Projector
SoLND Engineering Laboratories
for point-of-sale or displav use.
The unit uses 35nnii filmstrips
and disc recordings to make effec-
tive sales presentations. It is auto-
matic, continuous or intermittent,
needs little attention over long
periods and can be operated bv
anyone. Pictures can be changed
at any desired interval permitting
proper emphasis on sales points. .\
sales message may be repeated con-
tinuously or automatically stopped
and started by remote control.
The device has undergone
months of extensi\e breakdown
tests that have proven its durabil-
ity. For further information, write
Sound Engineering Laboratories,
2325 Madison Ave., Toledo, Ohio.
« • *
increased Purchases of Quality
British Optics by Bell & Howell
♦ Bell & Howell announce in-
creased purchases of English lenses
during 1950. .\ series of confer-
ences has just been completed with
representatives of Taylor, Tavlor,
Hobson, lens-making firm of the
J. Arthur Rank Organization, and
makers of the Taylor Hobson
"Cooke" lens.
Preference of many for the Eng-
lish lenses is attributed to their
high color correction factor. .A
special series of lenses, manufac-
tured for Bell & Howell by Taylor
Hobson, were designed bv the
English optical engineer .\rthur
Warmisham. Bell S: Howell is the
exclusive U.S. representative for
Tavlor, Tavlor, Hobson.
New Portable Preview Chair Is
Announced by American Seating
♦ 1 he .American Seating Com-
|)any has recently put on the mar-
ket the new Xo. 44 V-tvpe, tubu-
lar-steel construction folding chair,
suitable for preview use, emplovee
groups or business meetings. The
I hair is designed so that the sitter's
weight is evenly distributed and
toppling or overturning is difficult.
-Also featured is the "natural
fold," a new fold-up method that
is quick, easy and avoids the dan-
gerous finger-pinching hazards of
other types of folding chairs. Met-
al parts are attractivelv enameled
and baked and the seat is lac-
quered. Rubber feet prevent slip-
ping. The overall design stresses
comfort, safety and durability.
For further information write
Model ^V-)' Folding Chair
the -American Seating Co., Grand
Rapids, Michigan.
S.O.S. Has Cine-Voice Cameras
♦ SOS Cinema Slpplv Corp. of
.Xew York, as eastern agent for
Auricon cameras, is now making
deliveries of the new Cine Voice
16mm sound camera.
Patterned after the .Auricon
Pro. the new Cine \oice is en-
closed in a light cast aluminum
housing lined with sponge rubber.
It takes a 100 foot film capacity,
operates on .AC and comes
equipped with variable area gal-
vanometer and dvnamic micro-
phone, all in one case weighing
but a few pounds.
The Cine \'oice, being a small
hand held camera is ideal for
many television and commercial
film production situations. The
low price of S695— complete— even
puts it within range of some ad-
vanced amateurs.
Greater Savings in Time . . . Labor . . .
with ^sui/mada Motor Driven Rewinds
MODEL PD-1 (Complete Unit) SINGLE UNIT. Model PD-2
as shown
Rewind, inspect and check your film with Botl Bearing Power Drive rewind end only
o smooth running, ball-bearing motor driv-
en NEUMADE rewind. Easily operated . equipped with motor, fool speed control,
variable speed foot control with throw-out
clutch for reversing film. Slip clutch provides slip clutch ond throw-out clutch. Use with
constant even tension. Mounted on acid
resisting panel. your present left hand rewind.
Write for New Catalog No. 17 — showing complete line of 16mm
aids - Fifm Cabinets, Racks, Splicers. Tables, Reels, Cans, etc.
^^hmi,TfT,r\
PRODUCTS CORP.
330 W. 4 2ST. NEW YORK IS. N. Y.
HOUSTON Color Laboratories
FILM STRIPS
AMSCO COLOR
FASTEST SERVICE LOWEST PRICE
HIGHEST QUALITY
OTHER r ♦ f''"" Strip Masters,
SERVICES 'A' 3Smm copies from 35inm
INCLUDE * or 1 6 mm Motion Picture Films,
[ -^2x2 Color Copies
THE HOUSTON COLOR LABORATORIES
11807 West Olympic Boulevard
LOS ANGELES 25, CALIFORNIA
BRadshaw 24331
Cable: HOUSCORP
NUMBER 8 • VOLUME 10 ■ 1949
41
For 16mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE.INC.
7315 Carnegie Ave., Cleveland 3, O.
Phone: Endicott 2707
Write for These
Useful Publications
• Rangertoiif, Inc., has an
interesting quarterly puljlica-
tion, TheTupciiuirm.^m mag-
netic recording. The lirst is-
sue, published in Octoljer, is
devoted not only to the com-
pany's latest products, but to
other important items, articles
and paper abstracts ol general
interest to the sound record-
ing field. Copies are available
free from Rangertone, Inc.,
73 Winthrop Street, Newark
4, New Jersey.
• Catalogs of principal tnari-
ujadiirers are available: write
Business Screen, 812 N. Dear-
born, Chicago 10.
BUSINESS SCREEN REFERENCE SHELF
No. 1. Booklet, 56 pages: The Use
of Motion Picture Films in Televi-
sion, 1949. No charge. Motion
Picture Film Department. East-
man Kodak Company. 343 State
St., Rochester 4, New York, or 342
Madison Ave., New York 17, N.
Y., or 6706 Santa Monica Blvd.,
Hollywood 38, Calil.
• This 56-page booklet describes
techniques of efficiently utilizing
motion picture films in television.
Published primarily for photog-
raphers and those concerned with
the technical production aspects of
television, the booklet covers two
fields. It shows the use of film in
preparing programs on film for
television transmission, and the
use of film in recording the tele-
vision transmission, and the use of
film in recording the televised
image from the cathode ray tube.
Points related to both picture
quality and sound are covered in
both instances.
* ♦ *
No. 2. Booklet. 16 pages; Mag-
nagram M-116, 1949. No charge.
Recogram Recorders Company,
11338 Burbank Boulevard, North
Hollywood, Calif.
• This booklet describes the Mag-
nagrain M-116 synchronous mag-
netic-film recorder and tells where
it may be used and how to use it.
The recorder and its sub-assem-
blies are illustrated.
* ♦ »
No. 3. Catalog, 36 pages: Official
Films, Inc. No charge. 25 West
45th St., New York City.
• Descriptions of over 400 16nim
and 8nnn sound and silent films
available from Official Films. Sev-
enty-three subjects have been
added since the publication of last
year's catalog. The listings include
documentaries, educational, travel,
sport, adventine films and car-
toons. Many of the titles are also
available from Official in Spanish
and Portuguese \ersions.
A NEW READER SERVICE
♦ Usejiil iclcicnies listed here
may be obtained directly from
sniirces_ noted or use the con-
venient reply form below.
No. 4. Catalog: Films for Labor
and How to V.u- Them. CIO.
price. .^.25. CIO Fihri Division.
Department of Education and Re-
search. 718 Jackson PL, N.W..
Washington 6, D. C.
• Descriptions of seventy 16mni
sound films and fifteen sound and
silent filmstrips available on a
rental basis from the CIO. The
films are not all CIO or labor films
but cover such fields as racial dis-
crimination, foreign relations, co-
operatives and other subjects use-
fid for background information on
important issues of today. Films
are a\ ailable to non-union groups.
No. 5. Catalog, 12 pages: Current
Models of Projection Equipment,
October, 1949. Price: |1. Na-
tional Audio-'Visual Association,
Inc., 845 Chicago Ave., Evanston,
111.
• The listings include a brief de-
scription of each model and prices
of projection equipment. The
back page contains a list of names
and addresses of all manufacturers
whose products are listed in this
representati\e survey.
♦ « *
No. 6. Catalog, 56 pages: United
World Films, Inc., October 31,
1949. No charge. Jerry Albert,
.Advertising - Publicity Director,
United World Films, Inc., 1445
Park A\e., New York 29, N. Y.
• The catalog describes more
than 700 16nim sound films, all of
which are avaikible for rental or
sale by United World Films. En-
tertainment, instructional subjects
and religious films are listed. It
contains an alphabetical index of
titles.
No. 7. Catalog, 50 pages: TWUA
and ACWA Film Catalogue, Sep-
tember 16. 1949. Write: Film Di-
vision, Amalgamated Clothing
Workers of America, 15 Union
Square, New York 3, N. Y'.
• This illustrated film catalog,
published jointly by the Amal-
gamated Clothing Workers of
America and the Textile Workers
Union of America. CIO affiliates,
indexes more than 150 films per-
taining to union history, political
action, housing, racial discrimina-
tion and international affairs. Pre-
pared by Albert E. Hemsing, direc-
tor of film work lor the education
departments of the two unions.
The films listed are available to
community and labor organiza-
tions for rentals of from $1 to |3.
1
* » » ■
No. 8. Catalog, 88 pages: "Sture-
lab SA" on Films, Production and
TV Ecjuipnient, 1949. No charge.
S.O.S. Cinema Supply Corpora-
tion, 602 W. 52nd St., New York,
N. Y.
• The catalog is divided into sec-
tions with a cross-reference index
for easy reading and features
35mm cameras for studio produc-
tion as well as accessories and
lenses, 16nmi studio and profes-
sional cameras and accessories and
lenses, 35mm and 1 6mm sound
recorders and accessories, projec-
tion equipment, preview and TV
background, editing and cutting
room equipment, laboratory
equipment, printers, processors,
camera and recorder motors, elec-
trical and other items. It lists 1600
items and contains 200 photo-
graphs.
r
I CONVENIENT READER REQUEST FORM
Please send me the following refereuie publications listed m my
current issue of Business Screen;
□ No. 1: Kodak Television Booklet
Q No. 2: Recogram Recordci Folder
□ No. 3; OHitial Films' Catalog
NAME:
n No. 6: United World's Catalog
□ No. 8: S.O.S. Equipmenl Guide
□ No. 9: The New SVE Catalog
FILL OUT .\KD M.\IL TO BUSINESS SCREEN. CHIC.VGO 10
I
No. 9. Catalog, 15 pages; Projec-
tors and Projection Accessories,
1949. Write: Society for Visual
Education, Inc., 100 E. Ohio St.,
Chicago, 111.
• This three-color, illustrated cat-
alog lists SVE slide and filmstrip
projectors of 100 watts to 1000
watts lor home, school, church and
industrial use. Descriptions and
prices are included and accessories
are listed.
* • *
No. 10. Booklet, 23 pages: Here's
How to Be a Television Expert,
1949. Publisher: Motorola Inc.
Available at dealers.
• A two-color, illustrated booklet,
the main theme is an elementary
explanation of television, its pro-
duction, its reception, its history,
how the networks are made and
similar questions. It advises T\
set buyers on basic problems ot
where to locate the set, lights, etc.
It is an educational booklet.
BUSINESS SCREEN MAGAZINE
42
New Technique in Business Films
♦ SCIK'NCK PlClTRKS, INC., Ncw
\nik. is MOW cleiiionstraliiia; tuo
lieu inicix'stins; tethni(|ues loi
motion ])it'liire production.
One is a system of animation
offering elfects impossible or im
] practical l>v am other inctliocl.
Joliii Lewis, who ile\eU)pctI the
l sy.siem, is al)le to produce in a icw
j hours an animated sccpience which
would take a thousand drawings
I by standard animation technitjucs.
riiis is done by ultra violet light
on the stand, allowing an iinlim-
iietl number ol eels to be siiper-
' imposed or exposures per Irame to
be made, special paints and inks
developed lor ultra violet use, and
I an intricateh contri\ed regulating
system on the stand allowing ex-
actlv but easih toutrolled pans
and zooms.
StK Vol Rsri-F IN .\(;tion
Another new innoxation is the
".Science Scope", enabling films to
use a "first person" techuicpie. IX-
veloped originally b\ Rene Bras of
.Science Pictures for stirgical pho-
tography, the "Science Scope" is
used to give the impression that
the viewer is performing the ac-
tion on the screen. Essentiallv,
this dev ice consists of a steel boom
mounted on a wheel-fitted fullv
adjustable tripod. M the front end
of the boom is a metal box con-
taining six mirrors and projection
lighting systems mounted in tubes
and a reflecting prism for deflect-
ing the image into a camera at the
rear of the boom. .\lso at the rear
of the boom is a lamp system
which jjiovides light for each of
the projection lenses at the front
of the boom.
Cujst-Ui's Can Fill Screen
A good sample of Science Pic-
tures' controlled animation stand
work is demonstrated in a film
which shows a perfectly smooth
zoom from several feet away from
a portrait to a point so close that
the pupil of the subject's eye more
than fills the screen. John Lewis
claims that although this might be
achieved by other methods, it
would be exceedingly painstaking,
while on his stand it is a relativeh
simple matter.
The "first person " technique is
best demonstrated in a recent Film
Science Pictures has made for Han-
dy & Harmon on hand-wrought
silver, wliere the camera view is
e.xactly that of the eye \ iew of the
craftsman working on the silver.
Both the new techniciues will be
demonstrated to sponsors or film
industry members by Science Pie-
lures on recpiest at tlieir studios,
1,S!» East 47ih Street. \ew York.
Low-Budget Sound Films Within
Reach of Small Local Concerns
♦ Don Doane ol Doane Produc-
tions, East Lansing, Mich., writes
that he has found it technically
possible to produce simple sound
coloi films at a price as low as S900
a standard UtiO-foot reel. ".\ tre-
mendous opportunity exists for
small firms to spread product in-
formation to sales personnel in
films of this sort," Mr. Doane says.
It is not necessary for local busi-
ness organizations to feel that thev
have to rely upon printed media
alone, he adds. There is a great
need for medium-priced slidefilms
and motion pictures but they just
haven't been exploited by smaller
concerns, Mr. Doane believes.
Mr. Doane operates a small
studio with a Maurer recorder, a
Cine-Special and associated ecjuip-
ment and says that his "organiza-
tion can be likened to a small
print shop. Just as large cities
have their gravure publishing
firms for the largest promotional
projects, so do medium-sized cities
have print shops for local indus-
try," he points out.
The greatest dormant selling
tool potentially available to -Amer-
ican business is the low-budget,
straight-forward sound color film,
Mr. Doane believes. Educational
organizations and state associa-
tions have been cjuick to see the
economy and power of the low-
budget film.
Siminll) f/nio/wd. . . for a
HUNDRED DIFFERENT JOBS
CABINET PROJECTOR
Sales meetings, waiting rooms, em-
ployees training, display windows —
everywhere you can use visual impact
you can use the Selectroslide Cabinet
Projector. Flexible projection equip-
ment that can be instandy converted
for a variety of jobs. And NOW ... on
special order you can have any Selec-
troslide unit equipped for accompany-
ing sound sales or instructional talks.
Ideal for exhibits, conventions or fairs
for now your message can be delivered
with that personal touch, plus the
color, action and interest available
only with the Selectroslide.
FEATURES
• Large 17 inch square. briUiant-vue
screen for f)righter images.
• Modern wood design in attractive
light or dark finish. Also available
with mar and scratch-proof covering.
• Famous troiilile-free Selectroslide
unit, -t8 slide capacity, entirely auto-
matic. Operates for just a few pennies
a day.
• Cabinet easily moved, needs only
4 sq. ft. of space.
ITrite now for descriptive literature.
geUdtadJt.
Selectroslide projector
unit supplied with the
Cabinet con be taken
out for employee train-
ing or public relations
jobs. Projector has self-
contained carrying case
for portability.
\JpindIer & \J(
I auppe
2201 BEVERLY BLVD.
LOS ANGELES 4, CALIF.
THE 'BLUE CHIPS" OF BUSINESS FILM PRODUCTION"
AND \ISU.\L EQUIPMENT MANUF.ACTURIXG REGULARLY
APPE.AR IN BUSINESS SCREEN ADVERTISING PAGES
''jSeli 19^8 <^iUn
rr
"Star Bright", produced for Allegheny Ludlum Steel Corp.
by Mode-Art Pictures, recently won the Oscar of industry —
"the best 1948 film to employes". This is another award-
winner among the 167 films planned and written by
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BLDG. -^ 930 F STREET NW -jf WASHINGTON 4, D.C. -jf EXECUTIVE 5941
NUMBER 8 • VOLUME 10 • 1949
43
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ininiiinii
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PRODUCERS • CREATORS
SLIDE FILMS
W L^-otor
W 'Jj>lacli an (I
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No order to smell-
none too large.
Prompt, courteous at-
tention.
Masters made from
original or twor k —
and duplications.
Completely automatic
processing equipment.
We spectatize in
quantity production
for the trade.
Detailed SERVICE
PRICE LIST on re-
quest. Write, phone.
35 mm
SLIDES
FILM
STRIPS
DUPLICATIONS
Any Siie Transparency
In Any Quantily
SLIDE
MOUNTING
Glass or Readymounts
CUSTOM MADE
COLOR PRINTS
Wash OfT Relief • Carbro
g OVER 50,000,000 SLIDES PRODUCED |
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1 CHICAGO OFFICE. 30 W. Washington SI. Fl. 6-4450 |
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for price and quality
COMPCO
precision manufactured
STEEL FILM CANS
AND REELS
Tempered steel reels hold to width . . .
eliminate film rubbing and binding. Cans
protect your valuable films from damage
in shipping and handling. Reels and cans
are lustrous, baked-on, hammertone gray
finish.
See Your Visual Education Supply Dealer
or Write to Manufacturer for Information.
COMPCO CORPORATION
2253 W. ST. PAUL AVE.
CHICAGO 47, ILLINOIS
MANAGEMENT'S FILM ROLE:
(CONTINUED FROM PKKCEDING F .\ (; E SIX)
iiioUDii picluics. The boss will sa\ — has said
— "How aboul a movie?" Ot course, long be-
fore he mentioned it wc have also said to one
another "How aboul a movie?"
The boss does not have the foggiest idea
what kind of movie he is talking aboul. Most
emphatically, he does not feel that a motion
picture will solve the problem, but he has a
notion that it might help. So it is up to our
motion picture scition to go to work. Here
is an abstract subject that must be translated
into the concrete form of pictures on a screen.
Our motion pictiue people are going to need
a lot of help. They need all the facts about the
company and its relationships they can gather
together. They need a lot of imagination.
They need to answer a lot of questions:
1. To what audiences are we appealing?
2. Shoidd we approach the subject head on,
or shoidd we use some subtle or symbolic ap-
proach? (In this connection, 1 feel that we
sometimes are so subtle in our approaches that
the audience misses the point. We have to
walk a tight wire, ff we are too blunt we be-
come mere propagandists. If we are too subtle
the audience may not understand our mes-
sage) .
3. Just what phase of our story siiould «e
tell? (We obviously can not tell such an in-
volved story in one film. That is another lad-
ing of some industrial films. Tlrey try to cram
too many ideas into one picture) .
Is It a Motion PicnuRE Idea?
4. Does the subject lend itself to the niolion
picture technique?
5. What would sucli a picture cost and
would the expected result be commensurate
with the cost?
(i. .Should we have a picture at all?
These are the questions that management
wants us to answer. Not only that, but man-
agement wants to be convinced that our an-
swers are correct. We must not forget that we
have a lot of competition from other media,
that others are presenting ideas and that
budgets have limits.
Assuming that we have answered most of
these questions to our own satisfaction, per-
haps we come up with an idea for a picture
based on the subject of "Profits for the Cus-
lumer". We feel that the customer has profited
moie from the automobile industry over the
\eais than have the owners of the industry.
This opens up a wide vista of possibilities.
The whole face of ,\merica has been changed
over the last forty or fifty years by the auto-
mobile. The lives of every one of us has been
affected — we believe for the better. Rural life
has been made easier. People have an oppor-
tunity to live in the suburbs far from crowded
cities. Deliveries of food and other merchan-
dise have been revolutionized. Life generally
has been made pleasanter. People can go from
here to there sitting down whenever they
please. The possibilities of a picture are be-
coming appaient.
We feel that audiences will be impressed
(CONTINUED ON THE FOLLOWING PACE)
Film and Record
Carrying Cases
STANDARD
Senior Case
Carries and
Protects up to
16 1 ' 2 cans
and 16
16 records
four choice
of colors
Being the largest manufacturer of these cases in
the industry, w/e are organized to give you what
you wont in size, design, color and special ar-
rangements.
We meet your deadlines. Ask any Detroit agency.
WRITS for our Standard Price List
PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
. e ( SPECIALIZED ^c
1^ LABORATORY ^*»
""'I SERVICES )"""
COLOR • B8.W • BLOWUPS • REDUCTIONS
35 mm
3-COLOR PRINTS
ENLARGED DIRECTLY FROM
IGrnm COLOR ORIGINALS
16mm Optical Printing-
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color release prints
Precision Fine Grain B&W
Blowup Negatives
from 16mm Originals
FILMEFFECTS
OF HOLLYWOOD
1153 N. Highland Avenue
Hollywood 38. Calif.
Hollywood 9-5808
It:
44
USINESS SCREEN MAGAZINE;
Only
Magnavox
Designs and
Builds
ILLUSTRAVOX. The Illustrated
\'oice," is a product pioneered and
perfected by the oldest name in
radio. For details on new fullv auto-
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2139 Bueter Road. Ft. Wayne 4, Ind.
DIVISION OF THE
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COMPANY
THE MART MESSAGE
The neu B-22
H ALLEN RECORDER
Can onl\ he seen and heard here!
Svnchronous for 16 and 35nini cameras.
Immediate plavback— Immediate erase.— SI, 850.(M)
THE NEW HALLEN JR.
Same high professional (jualities of the B-22 incor-
porated in one case portable unit. Synchronous for
16mm at 36 ft. per minute or 17' jnim magnetic fihn
at 90 ft. per minute. At the unheard price of $895.00.
Motion Picture Producers Now l"se
COLORTRAN LIGHT EQUIPMENT
750, 2000, and 5000 watt portable units, high inten-
at)' lighting on low amperage. Send for booklet.
FILMO 70 DA turret finder. 3 positive elements.
17mm. 1" and 3" lenses, like new condition. S395.00
ONE-SPECIAL I, chrome camera, with I" fl. 9 lens,
one side Cmounl. especially adapted for animation
work. Excellent condition S395.00
EDL SOUND READER will take both 16mra and
35mm soiuid tiaiks. Small, compact, efficient. S165.00
KODASCOPE FS-ION 16mm sound projector com-
plete in one case. 8" speaker. 3" projection lens, in
like new condition $225.00
CAMART MIRE BOOM with 13' boom arm and
handle compleleh rotates mike, folds to fit in
\our car S261 .83
Send For Rental List And Our New Catalogue
THE CAMERA * MART INC.
70 WEST 45lh ST.
NEW YORK 19. N. V.
CABLE ADDRESS-CAMERAMART
WORLD-WIDE SERVICE
M.ANAGEMENT'S FILM ROLE:
(CONTIMED FROM THF PRFCEDINC PACE)
with such a picture. But have we kept in mind
what we are trying to do? W'c started out to
persuade people that the operations of big
companies are beneficial, not wicked. Some-
how we must get this thought into the picture
—that the wonderful things that have been
achieved could have been done only by big
companies in a big industry. The audience
nuist go away with this thought definitely in
mind. Otherwise, we have spent a lot of the
stockholders' money for nothing but a pretty
and entertaining picture. Here is where our
ingenuitv is put to the test. I don't know how
Ke are going to get that message across, but
ijel it across we must, because that is what
management expects the picture to sell.
I am simply trving to make the point that
management expects results. The boss is not
remotclv interested in the relative virtues of
Technicolor or Kodachrome or any other proc-
ess, any more than he is interested in the
mechanics of making a color plate for a maga-
zine advertisement. He is not interested in all
voiu technical difficulties. He is interested in
just this:
1. Will the picture do the selling job he
wants done?
2. Will the job the picture can do be worth
what it will cost, and will it cost what you
have budgeted or do you expect to come up
with a lot of extras?
3. Will you deliver the picture when you say
you will or do you expect to come up with tlie
usual explanations about production difficul-
ties, laboratory delays, etc.?
1 suspect all the things I have been talking
aboiu seem quite elementary to you. If this is
so, it is simply because inanagement looks
upon motion pictures in an elementary way.
The artistry, the tricks of making pictures, all
the subtle techniques involved are peculiarly
of interest to the people making pictures.
Management is interested only in results.
Don't Cl.aim More Th.\n Vol Ca.n Prove
.\nd here is a word of warning. Let's don't
claim more than we can deliver. The boss
hears all kinds of claims for all kinds of media.
He becomes inclined to take a cold and fishy
look at most promotion suggestions. So be
prepared to back up your claims. Know ex-
actly what vou propose to do and why before
you ask for appro\al. .\t best, the idea may
seem nebulous until you have an actual pic-
ture to show. Then it will be too late to do
much about it. Motion pictures are somewhat
imiqiie in this respect. If other sales media are
used, they may be experimented with on a
trial and error basis withoiu too much loss.
If a motion picture flops, the monev is gone
and that is that. This is why it is so important
to chart our course in advance and to know-
exactly where we are coming out.
I don't know how well managements gen-
erally have been sold on motion pictiu-es as
one of the important tools for getting their
message across, but I do know that we must
keep on selling. Many men in top manage-
(CONTIXIED on p. ace FORTY -EIGHT)
ATTENTION ! !
COMMERCIAL FILM
SPONSORS
FILMS OF THE NATIONS, Inc., a non profit Film
Distribution corporolion, offers its facilities and
services lo sponsors of commercial films or their
odverlising agents.
FILMS OF THE NATIONS already hos o number of
sponsored films in distribution through its 12 re-
gional distributors. An individuol report is submit-
ted for each showing outlining full detolls, such
OS dote, name of user, attendance, concensus of
opinion, etc.
This service, which is being operoted os on ex-
tension to F.O-N.'s regular distribution, is there-
fore ovoiloble at extremely low rates. Upon request
we will gladly submit quotations, details ond proof
of results obtoined with recommendations by
sponsors olreody using our facilities.
FILMS OF THE NATIONS,,..
(A non-profit organization)
Commercial Film Distribution Division
55 West 45th Street
New York 19, N. Y.
tRegionoI Dislribulers Ailanto. Chicago : Detroit, Los
Angeles, Miami, Minneopolis, New York, Oklohomo
City, Raleigh, St. Louis, Sail Lake City, Seattle)
PROJECTION
LENSES
Recognaed. an<J specified as i'-i^iai eQiiipment b-/
leadmg nafm'aclufcfs of Smm and
16 mm cine projectors, and
3Stnm sbde protectors.
SOMCO ^ fcxd la«ft taide aogte) pmectioo lenses
•A proAitt fol-screea inages it ston range. SOMCO
ingfocat length pniectioa tenses we reccaxwodei}
lor n*^ ttvoT' pmedbM xt fcawMti iaSs. etc
=.. Sped^ rate jf-: - -'^ - -''■ ■*
p^- ?toi«ti>r wdeB onfe- "
9E^ SIMPSON OPTICAL MFG. CO.
K^3200 W CARROtt AVE CHICAGO M, III
FOR PERFECT PROJECTION...
SPECIFY SOMCO PROJECTION LENSES
NUMBER 8
VOLUME 10
19 4 9
45
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTEKN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. Putnam
A\e.. Greenwich.
Eastern Film Libraries, 148 Giaiul
Street, VVaterbmy 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation BIdg., Washing-
ton 6.
The Film Center, 015 12th St.
N.W., Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Grove. Baltimore If).
Kunz Motion Picture Service,
432 N. Calvert St., Baltimore 2.
Robert L. Davis, P. O. Box 572.
Cuiijberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 201,
Mt. Airy.
• MASSACHUSETTS •
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert fc Kelly, Inc., 134 Mid
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 711 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St ,
N'ew Berlin, New York.
Buchan Pictures, 79 .\llen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
.Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau) 35 West 45ih Street, New
York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St.. New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Mogul Bros., Inc., 1I2-1 11 W. 48th
St., New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Ideal Pictures Corp., 207 East 37th
St., New York 16.
• PENNSYLVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
Clem Williams Films, 311 Mar-
ket Street, Pittsburgh 22.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. W'asliington
St., Phone 2-531 1, Box 6095,' Sta-
tion A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 526 20th
St., N., YMCA Bldg., Birming-
ham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1137 Miramar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Bowstead's Camera Shop, 1039
N. Orange Ave., Orlando.
Southern Photo and News, 608
E. LaFa\ette St., Tampa.
• GEORGIA •
Calhoun Company, 235 Ponce De
Leon ,\ve., N.E., Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 Auburn A\e., N. E., .Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Stanley Projection Company,
2111/2 Murray St.. Alexandria.
Southern Pictures Company, 1024
Bienville St., New Orleans.
Stirling Visual Education Co.,
1052 Florida Street, Baton
Rouge 8, Louisiana.
Ideal Pictures Co., 3218 Tulane
Ave., New Orleans 19.
Delta Visual Service, Inc. 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jackson 2.
• NORTH CAROLINA •
National Film Service, 14-20
Glenwood Ave., Raleigh.
• SOUTH CAROLINA •
Palmetto Pictures, Inc., 719 Sa-
luda A\e.— At Five Points, Col-
umbia 1 1.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Tennessee Visual Education Serv-
ice, P. O. Box 361, Journal
Bldg., Knoxville.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Kirkpatrick, Inc., 250 Monroe
.\\enuc, Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, Maxwell House Office Bldg.,
Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 202 E.
Ciarv Si., Richmond.
MIDWESTERN STATES
• ARKANSAS • i
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St.. Little Rock.
• ILLINOIS •
American Film Registry, 28 Eil
Jackson, Chicago 4 — HAr 7f
2691
Ideal Pictures Corp., 28 E. 8th|
St., Chicago 5.
Jam Handy Organization, Inc.
230 N. Michigan Ave, Chicago 1
Midwest Visual Equipment Co.]
6961 N. Clark St., Chicago 261
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
46
USINESS SCREEN MASAZIN
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Swank Motion Pictures, 614 X.
' Skinker Blvd., St. Louis 5, Mo.
I Association Films, Inc., (formeily
Y.M.C.A. Motion Picture Bu-
I reau), 206 S. Michigan A\e.,
Chicago 3.
• INDIANA •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Indiana Visual Aids Co., Inc., 726
X. Illinois St., Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA .
Pratt Sound Films, Inc., 720 3rd
.\\e., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409- II
Harrison St., Davenport.
Community Film Service, 400 E.
& W. Bk'lg., Phones 5-3107 and
6-7807, Sioux Citv 10.
• KANSAS-MISSOURI •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas Citv 6, Mo.
Select Motion Pictures, I326-A
Oak St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis I.
.Swank Motion Pictures, 614 N.
Skinker Bl\d., St. Louis 5.
• MICHIGAN •
Cosmopolitan Films, 3248 Gratiot
Ave., Detroit 7.
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit II.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St.. Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio-Visual Company,
1504 Hennepin Ave., Minne-
apolis 3; also 26 N. First E Du-
luth 2.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Ser\-
ice, 1025 Xorth Main Street,
Akron 10.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.•\ve., Cincinnati 19.
Academy Film Service Inc., 2300
Payne Ave., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
.\ve., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films, Inc., 29 Central
Ave., Dayton 1.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles Ave., S. E., Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN .
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. Xorth Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig Ave., .Altadena.
Donald Reed Motion Picture
Service, 8737 Wilshire Blvd.,
Beverly Hills.
Coast Visual Education Co., 6058
Sunset Bhd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los Angeles 5.
Jam Handy Organization, Inc.,
7046 Hollywood Blvd., Los An-
geles 28.
Ralke Company, 829 S. Flower
St., Los Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
Association Films, Inc.. (formerly
V.M.C..\. Motion Picture Bu-
reau), 351 Turk St., San Fran-
C. R. Skinner Manufacturing Cio.,
292-294 Turk St, San Francisco 2
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Ninth Ave.. Denver 3.
• IDAHO •
Howard P. Evans, Audio-Visual
Equipment, 305 X. 9th, Boise.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma,
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
lOth Ave., Portland 5.
Moore's Motion Picture Service,
306 S, W. Xiuth .\\l-., Portland
• TEXAS •
Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau), 3012 Maple .Ave., Dallas
4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 4000 Ross
Ave., Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City 1.
• WASHINGTON •
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
• HAWAII .
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteentli
Ave.
Branches:
Edmonton, Aha., 10022 102nd
Street
Montreal, Quebec, 263 Craig St.
West.
Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
Vancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed
eration Life Bldg.
St. John's, Nfld., 445 Water St.
Radio-Cinema, 501 1 Verdun Ave.,
Montreal, Quebec.
ESmBS
Distribuidora Filmica Venezolana,
De I6MM., S.A., Apanado 706
Caracas, Venezuela, S.A.
Insular Film Exchange, Room
312, De Leon Bldg. Rizal Ave.
Cor. Raon Manila Philippines.
There's An Audio-Visual Specialist in Your Town!
■k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The Xational Directorv of
\'isual Education Dealers, 812 Xo. Dearborn Street. Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 8
VOLUME
19 4 9
47
We need greater portability
SO WE SELL
15 M.R. "Cinelights"
4 M.R. "Baby juniors"
2 M.R. "Half-broads"
\ Central Control panel
150 ft. Extension cables
4 Complete Set units
incl. Drapes
Venetian blinds
Doors
Misc. props
ATT. Television
160 "Swivel Aire" sockets & central
switch panel with dimmers &
boosters
The Geo. Fox Corporation
933 Seward St. Hillside 2242
HOLLYWOOD 38, CALIF.
EDL
SOUND READER
^^t^
w
■'¥^
B^
i^g
^
JBM h^~
is
^
L ^ ^^iM»>'4Er^
ikk^i
^^^^^ ■ =■: .ijdM
r
Used with Rewinds For Editing
16mm and 35mm Sound Film
• Completely self contained, FM Speaker, volume
control, oft on switch, etc.. all inside compact
63/b" H X 6" W X 6" deep case. Weight 7 lb.
• 3\V audio power.
• Operates on 117V 60 cycles A.C.
• No Fly Wheel-inslant start and stop, with no
damage to film.
• I'licc SlS,-,.00 net F. O. li. Clii.ago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16, 111.
MANAGEMENT'S FILM ROLE:
(CONTINl'i:U FROM PAGE FORTY -FIVE)
ment positions see few motion pictures of any
Icind. So tliey must be sold on the unique ad-
vantages of films over other media. For in-
stance, once the lights go out and your film
Hashes on the scieen, you gel your audience's
undivided attention - since there is nothing
else for them to do but look at your picture.
I know of no other medium that has this ad-
\antage.
Remind managemenl thai most people like
to look at movies. Sometimes they tend to for-
get that. I know management executives who
haven't been in a movie theater since Rin-Tin-
Tin first barked out loud on a sound track.
Remind the boss that people lend to accept
what they see on the screen. Furthermore, they
are inclined to remember a movie long after
they have forgotten some less interesting type
of piesentation.
Motion Pictures Can Move People
.Show management how motion pictures
humanize a problem much more effectively
than other forms of media. Properly produced
pictures appeal to the emolions as well as to
logical reasoning — and most people act on
emotion rather than on reason. The ability to
create an emotional response is a tremendous
advantage not possessed by any other medium.
While I am looking at a motion picture, if it
is a good picture, I am transported to the scene
of the picture. I am involved in the action.
The thing becomes almost a personal matter,
hard to view objectively. Thus my emotions
are involved and my thinking is influenced.
If a picture designed to get results does not
create this reaction it is not a good picture.
So those of us who are engaged directly or
indirectly in the making of industrial motion
pictures ha\e a great responsibility and a great
opportunity. We have a medium that we
know will get results if it is used properly.
Great strides have been made in using this
mediuin but there still is room for much im-
provement. Many good things ha\e been done
and many bad ones. Some of the simplest and
most inexpensive pictures have achieved re-
sults and some of the most expensive and elabo-
rate productions have been failures, because
they have not left in the minds of the audience
the message that was intended.
In recent years I have looked at a number
of pictures produced by labor unions. 1 ha\e
watched them with motion picture technicians
beside me. These technicians have told me
how bad the photography was. ho-iv bad the
acting, how inadequate the production. Of
course, they were right from their point of
view. Hut at the same time these labor films
packed a terrific emotional punch. They put
their message across in believable form. In
other words, they did what they were intended
to do.
So let's never lose sight of our function as
makers of industrial pictures. We are sales
men first and artists only incidentally. Art and
showmanship are necessary to selling, but the\
must always be a means to an end - not the
end itself.
Industrial Pictures Created to Sell
Our responsibility is to sell in the most
effective way possible the idea we are hired to
sell. If we can be artists in the process, all
well and good.
As I see it, the role of management is very
simple; To keep an open mind. To listen toi
suggestions. To judge on the basis of results
and not on the basis of personal likes or dis-
likes. .\nd. above all, to pay the bills. •
* * *
Editor's Note; The text of Mr. limners ar^
tide was originally presented at the annual
Fall Meeting of the Industrial Audio-Visual
Association held in Nero York City last month.
•ONE OF MANY NEW MACHINES SOLD BY S.O.S.-
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Low Cost Automatic
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For TV Stations, Smoll Lobs., Industrial Producers. SELF CONTAINED 60" x <1 395
20" X 28" liigh. Friction drive. Vfelded steel Neoprene lined lonks. Develops T ^^^^
ond dries I6rnm 720' per liour, continuous operolion.
MODEL 2 BRIDGAMATIC MACHINE larger copocily, double speed. $2245 ('"■:'■ '°'''
EASTERN AGENTS for Acme Animation Comeras, Depue Reduction Pr.ners, f^"''»" ^"'^^ '
Auricon 16mm Recorders, Nord Cameros, Tope Magnecorders, Colortron L.tes Bodde Screens.
Macon Printers, MR Spots, Zoomar and Cine Bolowstor Lens, Kinevox Recorders.
.W .Uu.„aud a„.l d.-,,„l.,J .„ .,:. 1-a.n P,odna,.,., :S,.u.la!, S.4", Calos. /rr. /o- '/"• <"*"
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S.O.S. CINEMA SUPPLY CORP.
B
TRADE-MARK
THE WORLD'S MOST
VERSATILE 16MM.
MOTION-PICTURE CAMERA
Interference-Free Turret
A slight tuist turns the turret . . . clicks the stand-by lens into auto-
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There':? no trick to switching focal lengths ... no risk of
obscured movies. Because the turret is angled, you can use
any two Kodak Cine Lenses in combination without the slight-
est physical or optical interference — ^regardless of speed, focal
length, or barret design.
And because adapters are integral with the turret, you
attach lenses directly— any of twelve Kodak Cine Ektar and
Ektanon Lenses . . . ranging from 15mm. to 152mm.
A separate, clip-on finder is available for each lens accepted
— so that you can instantly adjust your field of view to match
that of the lens on the camera.
One of a s«r>«s of pages which
help to explain why Cine-Kodak
Speciol II Comero is known as
the world's most versatile
16mm. motion- pi dure camera.
'^/^^-i
^^^^^
^mne'^a^
Superb 1 6mm. motion-picture camera with the controls for
special effects integral with the basic model. Wonderfully capa-
ble for precision movie making just as it's supplied . . . and further
adaptable through accessories to meet the specialized require-
ments of every field served by 1 6mm. motion pictures.
One of Cine-Kodak Special 11 Camera's standard features
is described at the left. For further details about this outstand-
ing 16mm. camera, see your Kodak dealer. ..or ^r'lie Rochester
for fhe free booklef, "Motion-Picfure Making wifh the Cine-Kodak
Special E Camera. "
EASTMAN KODAK COMPANY, Rochester 4, N. Y.
Cin«-Kedok Special H Camera is illuslraOd with 200-raal
Film Chamber, standard Kodak Cine Ekiar 25mm. f/1.4
Lens, and accessory Kodak Cine Eklor 63mm. f/2.0 Lens.
Telling America the Story
of "The Wonder Mineral"
PRESENTATIONS • TRAINING ASSISTANCE • SLIDE FILMS • TELEVISUALS • MOTION PICTU
NEW YORK 19 WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT 11 DAYTON 2 CHICAGO 1 LOS ANGELI
mmm screen
n
A G
A
X E
FEBRUARY FEATURES
^ Torfay's Audio-Visual Equipment
* Your Business Film Budgets
* iS'eic Audiences for the Spomor
PRICE FIFTY CENTS
Number 1 • Volume 11 • 1950
CONTRAST Makes the Picture Realistic!
=*r-i.
GET HIGHEST QUALITY PICTURES by
proiecting your 16mm films with the
The screen image stands out clear and crisp
because of the superiority with which the RCA
"400" projects contrast between the light,
middle and dark values on the film. Pictures
are sharp to the edges of the screen.
Striking contrast of lightand dark areas brings
out the finest characteristics of form and texture.
Greater contrast makes black-and-white scenes
more effective and more dramatic . . . recreates
glorious color values in full-color pictures.
You'll find audience reaction more respon-
sive . . . your l6mm film showings more ap-
pealing—when the scene is projected with the
RCA "too".
5&'^
///
[:foitn<l'-
<ec
iiorV
VISUAL RRODUCTS
RADIO CORPORATION of AMERICA
EMGIMEBRIMG PRODUCTS DeRARTMCMT. CAMDCM.H.J.
In Canada: RCA VICTOR Company limited, Montreal
Owners say the RCA "400" is the best buy
for the money ... the easiest projector to
thread . . . simple to operate . . . provides
maximum protection to valuable films.
Don't overlook the RCA "400" when buying
l6mm sound projectors for use in schools,
churches, business or industry.
RCA "400" JUNIOR. The only single-case standard
l6mm sound projeclor ijj fully pro) essional quality.
RCA "400" SENIOR. Provides theatre-quality repro-
duction o) 16mm sound and pictures for larger
audiences, auditoriums or larger rooms.
MAIL COUPON FOR MORE DETAllEpjNFORM ATION_
VISUM. PRODUCTS (Dspt. 17B)
Radio Corporation of America, Camden, N. J.
Please send me complete information on the RCA
"400" Sound Proiector.
Name
Business —
Street-
City
-State-
.1
• #
^T-«HE SUCCESS of a motion-picturc or slidefilm program depends to a large ex-
-^ tent on team work. Not only within the producer's organization, but be-
tween producer and client. Please read these recent comments* . . .
• RAYBESTOS-MANHATTAN, INC.: "It is a rare thing these days to have your busi-
ness appreciated; and to get such willingness and cooperation in exchange is indeed a great
satisfaction and pleasure. We do want to thank you all for the fine Caravel service."
• THE PURE OIL COMPANY: "I have just had the opportunity- to see the new color
sound motion picture, 'Tomorrow Begins Today' . . . We would like to compliment your
organization on the way in which you cooperated with our people in planning and pro-
ducing this fine film."
• AMERICAN TELEPHONE AND TELEGRAPH COMPANY, LONG LINES DEP'T:
"Let me express to you personally the appreciation of us all for the craftsmanship, patience
and understanding which you have displayed ever since that first distant meeting."
• THE GENERAL FIREPROOFING CO.: "You will undoubtedly be glad to know that
our latest film ... is being excellently received in the field. During the first sixty days we
are able to trace a large number of direct orders to the film."
"Indiiidiuil names on request.
CARAVEL Fl
Detroit, 1336 Book Building, Tel. Woodward 1-6617 •
Caravel cooperation begins with a frank and open discus-
sion of objectives, ways and means. This consultation serv-
ice (no charge, of course) has always been highly regarded
by our clients— due to our 30 years' experience with a wide
range of sales and merchandising problems. Let us tell you
more about this service. Write or telephone.
L M S, INC.
New York, 730 Fifth Avenue, Tel. Circle 7-6111
fA0 m wa
Bell & Howell
LIGHTWEIGHT, SINGLE-CASE
I ••••••
CONSULT YOUR NEARBY BELL & HOWELL
REPRESENTATIVE
-HE IS SPECIALLY TRAINED TO SERVE YOU
Ask for his assistance — in any audio- visual problem
—without obligation. Also, B&H representatives can
supply you with all available film sources. If you do
not have the name of our representative nearest you,
write Bell & Howell Company, 7108 McCormick Road,
Chicago 45.
NEW ACADEMY FILMOSOUND
—for larger Audiences, Indoors and Out
Designed to give you the utmost flexibility in sound
or silent 16mm projection. Has a separate speaker-
s'', 12", or 25-watt power unit, as required. Theater-
quality sound and picture brilliance. Now, with 8"
speaker, only $474.50
PRECISION-MADE
Manufacturer of Precision Equipment
for Hollywood and the World
NOW more than ever— your best
buy in audio-visual equipment
NEW
LOW
PRICE
^399
50
Including 6" speaker
Now, to its proved advantages in performance, filni
protection, and dependability, the Single-Case Filmo-
sound adds a new low price ... to make this 16mm
sound (and silent) projector more than ever your
best buy.
In a single, hghtweight case— it weighs only SSVz
lbs. including built-in speaker— Filmosound is ideal in
its convenience. Anyone can quickly and safely learn
its simple, foolproof operating routine. Error-proof
threading, plus "floating film" construction, makes
film damage virtually impossible. The B&H pre-
aligned optical system utilizes all the light available,
gives you full picture brilliance.
PROOF OF DEPENDABILITY. Taken at random from
stock, projecting film under normal conditions, a B&H
Filmosound ran 1800 hours with no time lost for
repairs. No wonder so many users of audio-visual
equipment have long preferred Bell & Howell !
Bell & Howell Cameras and Projectors are
GUARANTEED FOR LIFE!
Filmosounds will give trouble-free service. During
life of product, any defects in workmanship or ma-
terial will be remedied tree (except transportation).
BUSINESS SCREEN MAGAZINE
fl
^/i^c^e// t^cfntera corporatioh
666 WEST HARVARD STREET* GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTfKN REPRESENTATIVE: THEODORE ALTMAN* 521 FIFTH AVENUE • NEW YORK CITY 17 • MURRAY HILL 2-7031
^ ^ tS% of Ik* motion pictures shown In theotres throughout the world ore filmed with a Mitchell
J
'Put PcMC^
FILM
SHOWINGS!
Get Your FREE
Every executive respon-
ilile f(»r ihe success of sales, edu-
cational or recreational film pro-
irrarns will find valuable infornia-
lion in this interesting brochure.
which
• tells you exactly what
type of screen will best
suit your needs.
• gives you a simple
formula for proper ploce-
JL ment of projector and
y^.]P?V screen.
ft • advises you on ideal
Handy Da-Lite seating orrongcment for
tripod screeni are ,« . • ■
available in oil most efficient showing
price ranges from r *:|_»
$13.50 up. Of film.
# answers your ques-
tions about projection
screen surfaces.
For permanent inilallatiori,
Da-Lite hanging screens —
spring operated or elcc-
tricoiiy operoled — are
available in many sizes
from 30"x40" to 20'x2O'.
The facts presented
in this brochure are based on the
Da-Lite Screen Company's 41 years of
experience in making the most widely
used line of projection screens. There
is a Da-Lite model to suit every re-
quirement in all price ranges. All are
([ua lit y -con trolled and fully guaran-
teed. Mail coupon below for your free
copy of "Planning for Effective Pro-
jection."
MAIL COUPON NOW!
DA-IITE SCREEN COMPANY, INC.
2703 North Pulaski Road, Chicago 39, Illinois
I'li'osf srtid me a frt'o copy of Da-I^itf's Ilrochuro,
"I'laiining for Effective Projection."
Firm Name
Street Address
Cily Stale
t»tl tS © ©
K B Si)
1 d Wl
The National Business Journal
of Audio-Visual Communications
Oovkr: Today's modern projection equipment
outmodes prewar and wartime models (sec
ediliirial fealine in tins issue).
r R H \ I E W OF CONTENT S
Ri^ht Oil ihc Reel: \\asliint;L(iii l.cucr. . 6
Ihc Oflsciccn X'oice 8
Camera Eye: Notes and Comment 10
The Producer's Responsibility 15
New Audiences lor Business Films 21
The Human Biidge; a Preview 24
Model AndioA'isual Center Opened by
The New England Telephone and
Telegraph Company 27
Case Histories o[ New Programs 30
In the Picture Parade 32
Business Screen Executive 38
Men Who Make Pictmes 40
New Audio-Visual Ecpiipment 42
Pliis: Thi-: National Directory
OF VistiAt, Education Dealers
Office of the Publisher
812 NoRiH Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Editor & Publisher
William Ball. Art Director
Robert \Vhvle, Cin ulatimi
Eastern Editorial Bureau
Rdlien Seymour, Jr.. Eastern Manager
489 Filth .\\enue, New York Citv
Phone:
Riverside 9-021.T or MUrrav Hill 2-2492
Western Editorial Bureau
Edmund Kerr. ]\'cstern Matiager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone; HEmpstead 3171
Issue One. Volume Eleven of Business Screen Magazine
published February 10, 1950. Issued f^ times annually al
six-week intervals at H!2 N. Dearbuin St., Chicago, by
Business Screen Magazines. Int. I'lmne W Hilehall 4-
6807-8. O. H. Coelln, Jr., Editoi and Publisher. In New
\ork: Robert Seymour, Jr., 489 Fifth Ave. lelephoires
RIveisiile 9-0i;i5 or MUrray Hill 2-2492. In Los Angeles:
Ediiiiind Kerr, fitiOf) Hollywood Bhd. Subscription $3.00
(doiuestic): .54.00 foreign. Entered as second-class matter
May 2. 194(j. al the post office al Chicago. Illinois, under
.\ct of March 3, 1897. Enlirc conleuls lopuighl 1949.
I rademark registered U.S. Patent Ollice b\ Business
Screen Magazines, Inc. .Address aibeilising and sub
scription incpiiries to the Chicago ojlice of publication.
S.V.E. "INSTRUCTOR" 300
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
-k Fast "Push-in-Slyle" Threading
* Quick Changeover to 2" x 2" Slides
* Easily Adjusted Aperture
* Newest of SVE Tri-Purpose projectors tak-
ing single and dotihle-franie hlnistrips and 2" x
2" slides. Threads in quick "push-in-style" or in
conventional manner. Film advances smoothly
. . . either forward or backward . . . with no
danger of scratching or tearing film.
Semi-automatic slide changer covers Bantam
frame as well as 35 mm. double-frame slides in
2" X 2" mounts. Changeover to filmstrips is
quick and easy. New adjustable aperture gives
any size frame from single-frame to double-
frame, with intermediate position for 1" x 1"
square framing.
The optical system is of completely new design
with all elements coated. Price complete with .5"
SVE Woeoled Anastigmat lens and two-tone lift
off case, $90.
The I\ew
Audio-Visual Handbook
6th Edition
Revised — Enlarged
Here is a practical guide to
the selection and use of audio-
visual training materials by
Ellsworth C. Dent. It has been designed for those who
need brief, general information concerning audio-visual
materials and their sources. Useful for schools, churches,
industrial and other organizations, this book will prove
helpful in organizing an audio-visual program or in mak-
ing existing programs more effective. 224 pages, cloth
bound, postpaid, $3.50.
Write for copy of projector folder B 100 and Hand-
book folder B 4-49, Address request to Dept. SC- ^
SOCIETY FOR VISUAL EDUCATION, INC.
1345 West Diversey Parkway Ctiicago 14, III.
USINESS SCREEN MAGAZINE
Severe performs even
beyond our expectations
Jl
16mm
SOUND MOVIE PROJECTOR
$OQQ 50 Complete
"Our Revere Sound Projector receives ex-
tremely hard usage. We run it almost daily,
moving it from assembly hall to classrooms.
Yet we've never had a bit of trouble. From
the standpoint of picture brightness, clarity
and high fidelity of its sound, its performance
is even beyond our e.xpectationsl"
Revere's all-around dependability has
earned it the endorsement of hundreds of
teachers. You'll find, upon comparison, that
Revere offers you more quality at less cost
than any other sound projector on the mar-
ket. See the Revere Sound Projector in op-
eration at your Revere Dealer, or write and
we will arrange a free demonstration for you.
REVERE CAMERA COMPANY
CHICAGO 16
Reproduces every sound faithfully. Plays
recordings back instantly. Magnetic tape
recordings last a lifetime, or can be erased
automatically and same tape used again.
Revere twin track recording gives fuU
hour on single inexpensive ^m ^f%^Q
reel. Very easy to operate.
NUMBER I • VOLUME II
right off the reel
•k Paradox is oheii the rule in Washington.
At the hall-centenarv plus five of the motion
picture, 14 years after The Plow That Broke
the Plains signalled the fact that the Govern-
ment, if it would, possessed a new means of
informing all the people, only a handful of
departments and agencies have statutory au-
thority to make or use the motion picture.
I think this paradoxical state of un-grace in
the capital of the richest country in the world
—which boasts Hollywood on one coast and is
sometimes synonymous with that boast— is
due more to ignorance than to suspicion, is
testimony to a deficient understanding of film
rather than an affirmation of its power.
It would be different to throw a handful
of pebbles without hitting a department, agen-
cy, or bureau which is not "against" or con-
cerned with juvenile delinquency. But The
Quiet One was made on a private shoestring,
and when 1 went to see it at any rate, only
six of my fellow W'ashingtonians had sufficient
simultaneous interest, or lack of anything else
to do, to attend its relatively unheralded show-
ing at the llupont Iheatrc.
Citizenship Education Via the Screen
Adult education is Governmentally not rec-
ognized insofar as a supply of new films might
encourage and hasten discussion, the sine qua
non of democratic citizenship.
In order to depict the work of his bureau,
one Government information official recent-
ly was forced tcj borrow a group of British
films, the content of which more or less ap-
proximated his own subject matter.
Fortunately, the British Information Serv-
ice, as well as the National Film Board of Can-
ada, has many excellent films dealing with
areas of interest common to both countries.
A man may safely learn the care and main-
tenance of tapered roller bearings through
the medium of film, but he may not reflect
upon the controversial issues involved in the
Taft-Hartley Act, nationalized medicine, or
European recovery . . . except as these issues
are presented to him through the press and
the radio. That the newsreels include these
and similar subjects at times is commendable,
but serves to remind us once again of the
ephemeral nature of theatrical distribution.
Nor may the citizen, tor that matter, reflect
upon some of the great accomplishments of
the past, now securely embedded in law and
the realm of non-contro\ersy, if he depends
upon a new film treatment to stimulate his
re\erie.
OFFICIAL AND SPONSORED FILMS AID DEMOCRACY'S CAUSE ABROAD
BUT WASHINGTON LACKS GOOD PROGRAMS IN MANY U.S. AGENCIES
by Roberta Cook, Washington Correspondent
The function of the theatrical motion pic-
ture, as its spokesmen have repeatedly stated,
is primarily to entertain, and with this posi-
tion I am inclined to agree. I know of at
least one person whose near-suicidal mood was
considerably altered by the Miracle on 3-llh
Street. Neither do I pay my 85 cents prin-
cipally to be exhorted, persuaded, or informed.
Biu when I do so choose, I wish to have the
book, radio program, or motion picture at
hand or available.
The basic point, in my opinion, is not
whether enlightened government or enlight-
ened business, or both, objective theatrical
or objective non-theatrical producers, or both,
the Democratic or the Republican Party,
makes such films. The heart of the matter
is whether such films are made at all; whether
screen journalism, analytic and interpretative
in nature, is to have equal recognition with
the press and the radio.
Socrates was forced to drink hemlock, but
the Socratic dialogue is an estimable classic
form and may well be examined for dispas-
sionate method and the tentative approach.
* * *
The same limitations are evident in our
attempts to tell people abroad what America
and Americans are really like.
In the vast territory of Brazil, ph\sicall\
larger than this country, with its 50,000,000
people, many of whom are illiterate, the
United States through the agency of the in-
adequately financed U.S. Information Service
has exactly two mobile motion picture units
in operation. Films cannot be shown in vil-
lages which lack electricity, or which cannot
be reached because there are only two mobile
units.
A typical U.S. mobile field utiit
Although outlawed. Brazil's Communist Par-
ty still manages to print more than twenty
newspapers throughout the country'— in which
case, illiteracy niav be something of a blessing
in disguise and the favorable ill wind for us.
The U.S. Information Service has only eight ^
film officers, that is, only eight men or women iB
in ninety countries or their dependencies '
whose entire time is devoted to the distribu-
tion and exhibition of films.
But in the primitive West .Aden Protectorate
(Arabia) , one group of people walked 200
miles to Aden Colony to see American films on
irrigation, farming, sanitation, and prevention
of disease.
Ninety per cent of the people in Pei Hein
Hsiang, a village high in the mountains of
southwestern China, had never seen a mo-
tion picture of any kind. There were no pass-
able roads over which projection equipment
coidd be brought. When news of U.S.I.S. films
reached them, interest was so intense that the
villagers promptly got together with the peo-
ple of a neighboring village and built a road
over which the U.S.I.S. jeep could move.
It is possible, nevertheless, for a soothsayer
to be more sanguine regarding the fate of the
International Motion Picture Division of the
Department of State (which, together with
the other media di\ isions, comprises the source
of U.S.I.S. informational outptU abroad) .
Rising from the ashes of the budgetary de-
bacle of 1947-48 when its funds were almost)
entirely eliminated, I M P under Herbert T.
Edwards, Chief, is ciurently engaged in a pro-
gram which calls for the acquisition of approx-
imately 30 films a year from private soiuces
and the production of 10 original films on
contract.
Show Films in Many Remote Places
IMP films are shown in settings and under
conditions startling to an American.
They are shown in the 500-seat U.S.I.S.
auditorium in Rome at stated intervals and
on special occasions to special groups. These
showings are primarily to acquaint individ-
uals who have wider outlets with the pictures
a\ailable.
But to reach Cervara, Italy, a small moun-
tain village 3,000 feet up, the U.S.f.S. man
loaded his projection equipment and films on
one mule and himself on another to make the
2-hour ascent. He was gratified that the entire
(CONTINUED ON PAGE FORTV-FOUR)
> "Braiil Reds Busy. Though Outlawed." THE NEW YORK TIME
January 2. 1950.
USINE5S SCREEN MAGAZINEl
k ''color correct'' prints
are best
b
ecause
Printing lamps used by us are matched to a standard that is
calibrated by the United States Bureau of Standards,
which guarantees a constant Kelvin temperature at all times.
Density changes are necessary to secure the maximum quality
for each individual scene. In our laboratory these density
changes are accomplished by an elearonically controlled
shutter in the light beam, similar in action to the iris
of your camera. This method varies only the amount of light
and NEVER the color temperature.
• The ordinary method, used by other labs, iinohes
"light change hoards" . . . employing a series of
resistors that lary the brilliancy of the lamp itself . . .
consequently changing the color temperature of the
print from scene to scene as much, or more than
1,000 degrees Keliin,
Color duplicating stock requires the correct
color temperature in printing, just as surely
as the color film in the camera . . . Top-notch cameramen
working with color know they must hold the correct color
temperature of the light source.
The printing process is just as exacting in its
requirements as the photographic process. If a
correct color scene is to be duplicated it must be
printed by a color correct process and . . .
"color correct" is exclusive with
y byron
the ultimate in 16mm.
Studios and laboratory:
1226 Wisconsin Ave., N.W., Washington, D. C.
Phone Dupont 1800
NUMBER I . VOLUME II • 1950
5Ua wl \Hm\
itnui. lilruJim Tit* mit euMmul
p/utaiCoit oteiwiiife * '«""' '""" "■" ° "
1 Sales Meetings, Presentations,
[ Training Programs, Conventions
— your audio-visual library has
a busier job today. Better film
and slide protection, more effi-
cient filing and storage is re-
quired. You'll find, as other li-
braries have, that Brumberger
is your wisest choice ,
BRUMBERGER
SLIDE BINDERS £2^=^
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edges for easy iniertion into viewer or pro-
ieclor Moy be used over ond over — limpte
snap ottembly.
No. 1156 for 2" « 2" iWej 20 for JI 59
fconomjr poctoge (or 2" m 2" i/idei
No M57 lovei over 12% }20for$8.40
No 1158 for 2V/' - 2%" I'.dei, I2for 11,69
BRUMBERGER
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Notes on Film Semantics
•k Looking through comments in various pub-
lications, including this one, you will fre-
(|ucnlly encounter the phrase, industrial and
I oiiiineriial films. It has often puzzled us what
the difference is between an industrial and a
commercial film. Neither phrase, commen ial
film nor industrial .film appears in any dic-
tionary we have consulted, so the only check-
ing possible is on the adjectives, industrial and
lomincn ial.
.According to Webster's Collegiate on our
desk, industrial is pertaining to an industry,
and industry besides other, perhaps non-appli-
lable meanings in our sense, is defined as any
department or branch of art, occupatioii or
business, especially one that employs mucli
labor and capital. (Incidentally, one of the
perhaps non-applicable definitions of industry
is skill or tlt'i'erness, but as not all industrial
films are skillful or clever, this probably cannot
l)e generally applied to all our movies.)
Commercial, according to the same well-
thumbed reference, pertains to commerce, and
commerce means; I. business intercourse; es-
pecially the exchange or buying and selling of
commodities on a large scale between different
places or < ommnuities, 2. Social intercourse,
and 3. Sexual intercourse.
Leaving the third definition exacth where
it is without connnent and passing lightly over
the second definition, we shall have to be satis-
fied with the first.
So, an industrial film pertains to an occupa-
tion or business employing much labor and
capital: and a commenial film means one con-
cerned with business intercourse, primarily
buving and selling on a large scale between
diflerenl places. (.\nd in our distantly cousin
business — Hollywood — a commercial film;
1. differentiates an entertainment film froin a
documentary iilm: and 2. designates an enter-
lainment film that is a sockeroo smasher, and
makes plenty of moolah. By these definitions,
our business films are not comnier( ial at all —
except indirccth, perhaps.)
Looking at the two terms from a dictionary
viewpoint, it would be rather hard to distin-
guish most movies in our field into either com-
mercial or industrial. A company with much
lapitid and a big labor force very, very olten
makes pictures on buying and selling com-
modities on as large a scale as possible. What
arc they? Industrial? CommerciaU or Indus-
linil and Commercial}
What's the real difference? Have we buih
up our own private definitions of the dilkr
cnce between an industrial film and a commer-
cial film? None of us at: Business Screen has
been able to, yet we, too, persist in the double
designation just as most of our readers do.
If industrial films, or commercial films are
not exact enough, how about sponsored films?
Sponsor, we find, means; one who binds him-
self to answer for another's default, or putting
them together, a sponsored film is put out by
a guy ready to take the rap — in another word,
a patsy.
None of this will really do lor our situation.
Let's try business films. Business has six mean-
ings in our Webster's, all nouns, but we might
adapt number 5: mercantile transactions, traf-
fic in general, trade: or number 6: a commer-
cial or industrial (there are those words
again!) establishment or enterprise. Best of all
for our purposes is an adaptation of business-
like: characterized by, or exhibiting, business
qualities: hence: practical, or thorough.
This might be the answer; business film — a
motion picture or slidefilm characterized by,
or exhibiting, business like qualities . . . prac-
tical . . . thorough. Webster's is always some
\ears behind common usages in many respects,
and even further behind in such I. commerces,
2. businesses, 3. industries as our's. Pending
anv definite designation, we think the double
phiase commercial and industrial as applied
to films has seen too much service and should
be dr()p])ed. We favor business film, and
would like to see it generally adopted. Anyone
else have any ideas on this subject? •
behind this door
SLIDEFILMS
are being made . . .
to sell, train or teach.
Vogue-Wright Studies
D)V OF (ItCISOGBAPHlC COUP
237 EAST ONTARIO STREET
CHICAGO It, ILLINOIS
oomething in
AN IM AT/ON ?"
Electric power and electronic controls are revolutionizing the man
ufacture of TEXTILES, whether the lace of a high fashion gown
or the carpet under your feet . . .
"'TEXTILES UNLIMITED"' depicts some of these great new
advances. This film is a unit of the "More Power To America"
series, produced in color for the General Electric Companv.
STUDIOS • HOLLYWOOD 28, CALIFORNIA
cA
^ I6mm
i^ViC^^'l Sound -On -Film
QUALITY EQUIPMENT - SENSIBLE COST
AURICON "Cine-Voice" CAMERA
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200FT.16mmSoundOnFilm . . ^19150
AURICON BLIMP (Sound Pfoot Enclosure)
forE.K.Cine-Special 16mm Camera ^35455
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1200 FT. 16mm Sound for 33 mmutes
Continuous Recording ^286092
AORICON Synchronous Motor Drive
for E.K.CmeSpeclal 16mm Camera ^145°9
AURICON Sound-On-Film Recording Cameras provide ideal working tools
for 16mm Talking Pictures of all kinds, from Spot Newsreels and Sidewalk
Interviews to Major Studio Productions. Free Catalog fully describes tfiis
Auricon Equipment in detail, plus "Double-System" Recorder, Dual
Ptiono-Turntable, and other Sound-On-Film Equipment. Sold on a 30 day
money-back approval basis. Write for free Catalog.
MODULIIE Sound-On-Eilni Recording
GALVANOMETER
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MANUFACTURERS OF SOUND-ON-FILM RECORDING EQUIPMENT SINCE 1931
CAMERA EYE
NOTES AND COMMENT
Society of Motion Picture Engineers
Broadens Name to Include Television
♦ 1(1 keep sU|) uilh (he inlciests
in television ol lethnical people of
I he film industry, the Society of
Motion Picture Engineers has
voted to change its name to the
Society of Motion Picture and
Television Engineers, effective
January 1, 1950. The change fol-
lowed a referendum by letter to
the entire voting membership
which cast an overwhelming ma-
jority ballot for the change, ac-
cording to Earl I. Sponable, pres-
ident of the society.
The society has taken active in-
lerest in television recently and
has participated in the develop-
ment of new TV techniques. One
of their developments is the new
test film for television station use.
It has also filed a brief with the
Federal Communications Com-
mission proposing specifications
for a nationwide theatre televi-
sion system.
4 A'S Annual Meeting Marcfi 30
♦ "Ad\ ertising's Responsibility in
.111 Expanding Economy" will be
the theme of the 1950 annual
meeting of the .\merican Associa-
tion of Advertising Agencies, to be
held at the Greenbrier Hotel,
White Sulphur Springs, W. Va.,
March 30, 31 and April 1.
Invited media guests will join
in the sessions beginning Friday,
March 31. Members of the Asso-
ciation of National Advertisers,
meeting March 29 to 31 at the
Homestead in near-by Virginia
Hot Springs, will also be invited
to participate starting at noon
March 31.
First U.S. International Trade Fair
♦ .\ uniciue opportunit) lor the
showing of sponsored films will be
a\ ailable at the first United States
International Trade Fair to be
held at Chicago from August 7 to
19. The fair, which is expected to
be one of the most extensive trade
expositions ever held in the
United States, will be held for an
estimated attendance of 75,000
foreign and domestic buyers of
both consumer and industrial
goods.
Products classified in 29 differ-
ent categories will be displayed in
the 1.000,000 square feet of space
allotted at Chicago's Navy Pier,
International Amphitheatre,
.Arena and Coliseum.
Best Films on Management to Be
Shown at Cleveland May 16-17
♦ .An important two-day manage-
ment clinic, co-sponsored by the
Society for the Advancement of
Management, will be held at
Cleveland, May 16 and 17, and the
latest and best films on manage-
ment will take an important part.
The Cleveland Film Council is
one of the 13 Cleveland profes-
sional societies which will help
sponsor the clinic to be held at
Hotel Carter.
Six Groups of Films
The best and most recent films
in six management categories will
be chosen by the' Cleveland Film
Council and shown to the 1,000
to 2,000 persons expected to at-
tend. Not only 16mm films, but
also other visual aids including
35mm sound filmstrips will be
shown.
The categories which will be
represented by films are as fol-
lows:
1. Finance (company financial
statements, operation of a stock
exchange, etc.)
2. Production (materials han-
dling, plant layout, safety, etc.)
3. Industrial Engineering (mo-
tion and time study.)
4. Industrial Relations (indoc-
trination, job instruction, etc.)
5. .Administration (wages, su-
pervisory training, etc.)
6. Marketing (sales, sales pro-
motion, etc.)
File Vour Entry Tod.av
Experience of the film council
in the past with annual June
film festivals has proved that pro-
ducers who wish to enter their
films for consideration often flood
committee members with their
offerings too late for deadlines,
and to preclude this happening
lor the May management clinic,
it is suggested that producers con-
tact the proper clinic committees
promptly. Each category above
listed is supervised by a commit-
tee, and producers should contact
the proper committee heads to ar-
(CONTINUED ON THE NEXT P.\GE)
Type Titles
... a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO 11
10
BUSINESS SCREEN MAGAZINE
^VJMmJerg^^^
Stt
S'^Ht picture',
sharpest p«^
Sit
StvW.dco.orl
. , hall or other i* ^ ■ ctioo ■
ought to see ^ ^^^.„ onW ^ «^,^,3„a. o.
National Ca' ,, , '"^irnlVlSlON
— . ••Carbon Arc
of its kiad ever ma i„,ensttY Car ^^.^^^^^
°he ••N«rts arc S-es -"-^fsho-s -hV
Ka-asOo.^ _^pnUlPMEN
-"•' „;ss-o». —
NUMBER I • VOLUME
19 5 0
11
/7 Aleia /ip4ifui<2^li
^0^ xAuifum (lelatixutl PixufA^itfii-
24 SOUND FILMSTRIPS
Filmstrips — but with an important difference! These will not attempt to
give you pat onswers to your supervisory problems. Their purpose is to
get supervisors to fhi'nfe consfrucfive/y about human relations — ond to im-
prove them. Each one of the 3- to 6-minute filmstrips presents an actual
ease history in human relations tal<en from personnel records of the Armstrong
Cork Company. You see exactly what happens — up (o the point where
supervisory ocfion is indicofed. Then the case is turned over to the audience
with the challenge, "What would you do?" The woy is clear for discus-
sion, for exchange of opinions and experiences that can help supervisors
to develop judgment and confidence in handling their own human relations.
Subjects include problems of both the industrial and "white collar" worker.
Insubordination, tardiness, dealing with the union, balancing the work
lood, working relationships — these are only a few of the areas covered
by these 24 sound filmstrips. Leaders' guides, based on successful experience
with these films by Armstrong Cork Company, are available to suggest their
most effective use. Write for Folder "BS" for complete details.
McGRAW-HILL BOOK COMPANY, INC.
Text-Film Department
330 West 42nd Street
New York 18, N. Y.
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or black and
white ... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
MR. YEHUDI DOES THE
SPLICING AT CF.I.
And he's a miracle man with 16mm Koda-
cliromc prints (black and white negatives,
too ) . We'll take bets you'll never be able
to detect his work on the screen — his splices
arc as invisible as he is !
Sorry we can't introduce you to Mr.
Yehudi — our engineers insist on keep-
ing him a secret.
But we can introduce you to Consolidated's
other remarkable facilities, which have made
us known as the best equipped laboratory
ill the film capital.
Try us on your next laboratory job.
The Only Complete Laboratory Service
for 1 6mm and 35 mm films.
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporation
959 Seward Street. Hollywood, California
Telephone - Hollywood 9-1441
NEW VOHK: 1790 Broadw.Ty, New York 19, N.Y.
CAMERA EYE
(CONTINUED IR().\[ I'Rl; VIOlis I'.\(;u)
range for viewings. The commit-
tee heads, numbered with the cor-
lesponding numbers of their cate-
gories are as lollows:
1. Leslie Frye, Cleveland Board
ol Education.
2. Dale R. Caiuion. White Sew-
ing Machine Co.
3. John W. Reid, Cle\eland
College.
4. B. \V. Payne, Modern Talk-
ing Picture Service.
5. Kenneth Nash, Clevelanil
Chamber of Commerce.
6. R. Reynolds, Fullei. Smith
& Ross.
The committees will select and
screen the best of the visual aids
offered, and it is possible that
"oscars" will be awarded to win-
ning films in each category.
Of Management Interest
The only restraint placed upon
the committees in selecting visual
aids is that those chosen must be
slanted in the direction of man-
agement, either to educate man-
agement itself or to be used as
educational tools of inanagement.
The deadline for the committee's
semifinal selections is March 1,
so producers should plan to con-
tact the chairmen in achance of
that date.
Sixteen millimeter projection
equipment and screens will be
pr<)\ ideil for showing selected vis-
ual aids by the Academy Film
Service and the Carpenter Visual
Service.
Participation in the May clinic
does not mean a substitution for
the annual June Film Festival,
which will be held again this year.
New Industrial Relations Slldefiim
Shows Reasons tor Labor Dispute
♦ A new (olor sound slidefilm on
the importance ol atti-
tudes in good indiis-
irial relations is being
offered b\ Fred Rudge.
Inc., New York City,
lor direct sale. The ne^v
jjiogram, titled Your
Em pluyee and Your
Cost - Rcdiii tiiiii I'rii-
grnm, deals with mis-
conceptions, gri|)es,
poor methods, and
means of acconiijlishing
better harmony within
incfustry. 15 minutes in
length, it is suitable for
sujjervisory and indus-
trial relations workers.
National Safety Council Invites
Public Interest Award Nominations
♦ Nominations lor its Public In-
terest Award, which serves as a
means of honoring public infor-
mation media that rendered ex-
ceptional ser\ice to safety in 1949,
are again invited by the National
Safety Council, Chicago. The
award is given in six categories,
which include motion picture pro-
ducers and radio and T"\' stations
and networks. Others are in the
publishing and .advertising fields.
Official blanks lor nominations,
which must be self-made, may be
obtained from the National Safety
Council, 20 N. VVacker Dr., Chi-
cago 6, 111., before the closing
deadline of March 15. The awards
are not competitive.
# # #
California Pacldng Company Plans
a New Film Department
♦ A lompkie nintion picture pro-
duction and distribution depart-
ment will be established by the
California Packing Corp., national
packers and canncrs of Del Monte
brand foods. The department will
be handled by Don Rivers, former
assistant producer, script writer
and film editor for Castle Films,
San Francisco and Hollywood.
While connected with Castle
Films. .\Ir. Rivers worked on many
national industrial pictures. He is
now motif)!! picture consultant for
the packing company. -^
* * *
New Ideal Office in Kansas City
♦ -A Kansas City office of Ideal
Pictures Corp., Chicago, was
opened recently at 922 Oak Street,
Kansas City, Mo. Under the direc-
tion of Hoover Brothers, the office
is in charge of M. N. Hillyer.
.A.t the same time, Paul R. Foght,
general manager of Ideal Pictures,
announced the teriuination of that
company's affiliation with the
Kansas City Sound Service Co.
^-^"'V
behind this door
TELEVISION SHORTS
are being made.,
to advertise and
sell products.
Vogue-Wright Studios
Div OF (lECTBOCB'PHiC COBP
237 EAST ONTARIO STREET
CHICAGO 11, IlllNOIS
12
USINESS SCREEN MAGAZINE
* COLOR FILMS FROM RRITAIN *
BHITAIX'S LIVESTOCK
The evolution of cattle breediiii; in Britain is traced from
early times down to the present day. Experts in selective
breeding are ably assisted by the British climate which en-
ables them to fix and maintain breed types in a way not
possible elsewhere.
16 minutes Rental S5.00
rOLOlR
This film describes the nature of color and its many uses.
The study of a great chemical industry shows the develop-
ment of modern synthetic dyes, based on a discovery nearly
one hundred years ago that color could be obtained from
coal tar. Today, scientists are carrying on constant research
and experiments in new dyes and pigments.
13 minutes Rental S3.00
COLOFR I> CLAY
This is the story of modern pottery, a skillful combination
of art and science. The film shows clay being worked at the
potter's wheel and the turner's lathe. After being baked in
electrically fired ovens, the pottery is ready to be decorated
with various patterns, either by the transfer method or by
freehand painting. Glazing completes the process and the
pottery is ready for use.
11 minutes Rental S2.50
GARDENS OF EXGLA>'D
The English people have always been keenly interested in
gardens, whether they are formal estates, cottage gardens,
or the small strips in front of suburban houses. In this beau-
tifully photographed film the camera tours many different
types of gardens, each one a proof of its owner's skill and
patience.
10 minutes Rental 82.50
<jlEE> O' THE BORDER
Proud of the title "Queen o' the Border," Hawick celebrates
for three days each year the memory of the old Border
battles. But Hawick's fame rests on more than battle hon-
ors, for it is the home of the famous "Teri " knit sweaters.
The film shows in detail the machine and hand work needed
to complete each article.
10 minutes Rental S2.50
MAKE FRl'ITFl L THE LA>D
British eighteenth-century farmers were the pioneers of crop
rotation. Pre-rotation and rotation methods of farming are
contrasted in this picture, and there are many shots and
diagrams of the "Four Course" system in operation. By a
scientific crop rotation and up-to-date machinery British
farmers todav get the maximum vield from their limited
acres.
17 minutes
Rental S3.00
POWER OX THE LAXD
Old-fashioned manual methods of planting and reaping are
compared with modern machines which pick root crops,
reap, bind and thresh grain, and plant and water vegetables.
Trenching machines and bulldozers prepare land to meet
the need of increased food production.
17 minutes Rental 85.00
LET'S SEE
The lens is an accessorj- to the human eye, and the science
of making lenses has produced the optical industry. This
film shows the painstaking skill needed to melt, mold, and
polish lenses so accurately that they come within one-
millionth of an inch of specifications.
17 minutes Rental 83.00
THE ROYAL WEDDIXG
The grandeur and solemnity of the wedding of Princess
Elizabeth and the Duke of Edinburgh are recorded here.
The camera turns back to show charming glimpses in the
lives of the bridal pair, and fully records the processions and
celebrations of the wedding day.
30 minutes Rental 87.50
THE ROYAL WEDDIXG PRESEXTS
This film presents the dazzling show made by hundreds of
wedding presents which were sent to Princess Elizabeth and
the Duke of Edinburgh. The presents were displayed in a
magnificent setting at St. James's Palace.
29 minutes Rental 87.50
SXOWDOXIA
Situated in northwest Wales. Snowdonia is famous for its
beautiful scenery. This skillfully photographed film offers
scenes of its broad lakes and low-lying valley farms. It shows
famous castles of great historic interest standing within
their old fortifications. The camera follows the roads that
wind through the mountain country. The Lyrian Singers
present vocal accompaniments.
17 minutes Rental 85.00
STEEL
This film describes the steel industry in Britain and the
processes used from the time when the iron ore is dug out
of the ground until the finished product leaves the plant.
The film shows the processing of small precision instruments
as well as that of huge keels for ocean-going vessels.
34 minutes ^ Rental 810.00
CHARLEY CARTOOXS IX COLOR
1. XEW TOWX — Town and Countrv Planning.
■2. ROBINSON CHARLEY — Economic History of Brit-
ain from 1066.
3. CHARLEY'S MARCH OF TIME — Social Services,
-t. YOUR VERY GOOD HE.\LTH — Health Services.
Each 10 minutes
Rental 82.50 each
BRITISH INFORMATION SERVICES
30 Rockefeller Plaza • .New York 20
or from conveniently located B.I.S. or British Consulate offices in Boston. Chicago. Detroit, Houston,
Los Angeles. San Francisco, Seattle and Washington, D. C.
and jrom numerous educational and commercial film libraries.
NUMBER
VOLUME
19 5 0
13
SALES TRAINING FILMS
FEATURING
RICHARD C. BORDEN
ALVIN C. BUSSE
ROBERT H. NUn
ELMER WHEELER
Basic selling fuiulamentals and practices
Eood for any sales meeiing are presented by
these nationally-known sales consultants ni
the following sound motion pictures:
These 16min Sound Films
(30 MINUTES EACH)
"Making a Sales Presentation
Stay Presented"
"How to Win
a Sales Argument"
"How to Remember
Names and Faces"
"How to Make Your
Sales Story Sell"
"The Autopsy of a Lost Sale"
"Word Magic"
All of the above are Uimm sound motion
pictures, packed with si./«rior interest and
audience appeal, as only a motion picture
can. Available on rental basis for individual
sales meetings; contract terms on application.
Write for free descriptive booklet—
The National Safety Film Awards
* The annual safety fUm awards sponsored
bv the National Committee on Films for Satety,
which will present certificates for the best
safety motion pictures and sound shdefi ms of
1944 have been announced. Dcadhne for re-
ceipt of entries is February 21, and the dead-
line for receipt of the film itself is tebruary
24, 1950. . .
The best of the 1949 motion pictures and
sound slidefilms on accident prevention will
be given awards in four categories. These aie
occupational, home, traffic and transportation,
and general. Both theatrical 35mm and 16mm
films will be considered. There is no charge
made for entering film in the contest, or for
the awards, according to \Villiam Englander,
committee secretary. , . • i
Entry blanks for the contest may be obtained
bv writing to Mr. Englander at 20 N- Wacker
Drive, Room 960, Chicago 6. 111. When re-
questing blanks, it is important to indicate
whether they are needed for motion pictures
or slidefilms. , ,, ■
1. Sterling Livingston, Harvard University
Cambridge, Mass., is chairman of the National
Committee on Films for Safety, and Mr.
Englander, of the National Safety Council.
Chicago, is its secretary. They are assisted by
Robertson SiUars, American Association for
Adult Education; T. Elmer Transeau, Amer-
ican Association of Motor Vehicle Adminis-
trators- Dr C. ]. PotthofE, American National
Red Cross; Dr.H. E. Kleinschmidt, American
Public Health Association; E. R. Granniss,
American Society of Safety Engineers; Jul.en
H Harvey, .Association of Casualty & Surety
Companies; Fred M. Rosseland, Association of
Safety Council Executives; John W. Gibbons,
Automotive Safety Foundation, and Homer
Garrison, Jr., International Association ot
Chiefs of Police. ^ u •
Other members are Dr. Victor G. He.se. ,
National Association ot Manufacturers; J. C.
Stennett and H. G. Gilson, National Associa-
tion of Mutual C;asualty Companies; M^ R.
Trabue, National Commission of Safety Edu-
cation; Richard E. Vernor, National F.re Pro-
tection Associat.on;; R. H. R.chards U.S.
Junior Chamber of Commerce; Co. VV. L.
Tubbs U.S. Air Force; Eliot V. Parker, U.S.
Army; Lt. Comdr. V. B. Johns...., U.S. Navy,
and F. E. Perkins, U.S. Public R<.ads Ad.mn.s-
tration. This group previews all entries.
* * *
Canadian Film Producers Organize
•k To promote higher standards in Canada and
to conserve the interests of Canadian commer-
cial film producers, the Association of Motion
Picture Producers and Laboratories of Canada
has recently been formed as a part of the Mo-
tion Picture Industry Council of Canada.
T T Chisholm, of the Associated Screen
News. Ltd., Toronto, is chairman of the Asso-
ciation's Executive Committee for 1950, and
Hans Tiesler, of Audio Pictures, Ltd., Toron-
to is vice-chairman. Graeme Fraser, of Craw-
ley Films, Ltd., Ottawa, is secretary-treasiirer.
Directors of the Association are L. L. Cro-
mien, Canadian Motion Picture Productions
Ltd Toronto; Rene Germain, Quebec Pro-
ductions Corp., Montreal; Pierre Harwood,
Phoenix Studios, Inc., Montreal, and Leon
Shelly, ShcUv Films, Ltd., Toronto.
The present producer organizat.on marks
the revival of .iiovement initiated several years
ago bv these leading Canadian film organiza-
tions. ' It fills a long-felt need.
MODERN TALKING
PICTURE SERVICE, Inc.
45 ROCKEFELLER PLAZA 142 E. ONTARIO ST.
NEW YORK 20, N. Y. • CHICAGO 1 1, ILL.
behind this door
MOTION PICTURES
are being made...
to inspire, motivate
and mold opinions.
Vogue-Wright Studies
DlV OF IliCHOOHAPHlC COtr
J37 EAST ONTARIO STREET
CHICAGO 11, ILLINOIS
The Hallen Jr.
Synchronous
Magnetic Recorder
1,
$895
00
alien
CORPORATION
3503 W. OLIVE AVENUE
BURBANK • CALIFORNIA
BUSINESS SCREEN MAGAZINI
14
I
n the past decade the number of self-equipped
audiences for 16mm pictures has trebled. There are no%v more
than 150 thousand outlets for our films provided with projectors.
As tlxse audiences hcwe increased, there has been a natural quick-
ening of interest in the audio-visual medium, and also there is a
growing tendency toward greater selecti\'ity on the basis of sub-
ject matter and manner of presentation.
Wilding nelcomes this clearlv expressed desire for more skilfully
produced pictures on more \'ital themes. Last year, 23 of our
productions were shown to 14,662,719 persons in these \'olun-
tary audiences; and that excludes other millions who were in-
fluenced bv Wilding pictures on television and in showings to
personnel for sales training or indoctrination.
We are both proud and immensely gratified that as audiences
become more selective, they select more Wilding pictures.
CHICAGO*
1 345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
HOLLYWOOD^
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS, INC.
[QTION PICTURES . SLIDEFILMS . TELEVISION FILiMS
Make sure you show your
pietures at their best!
X>
(P,
,0^
n
Ask for G:J Projection Lamps
...they're the choice of most
projector manufacturers • • •
GE LAMPS
generalAelectric
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
"Faster Than Sound" Photography
Developed by General Electric Co.
♦ Missiles nio\iiig many times
taster than sound, and even the
sound waves themselves, are being
photographed by engineers at the
General Electric laboratories, ac-
cording to William R. Plant, G-E
engineer.
Mr. Plant described methods lor
making pictures with ex])Osures as
brief as a few iriillionths of a sec-
ond, at a recent meeting of the
.\merican Institute of Electrical
Engineers at St. Louis. These pic-
lures are used for research into the
behavior of missiles in flight and
wind-tunnel models of faster-than-
sound aircraft, he said.
Objects traveling faster than
sound cannot be photographed by
ordinary camera shutters, which
are not effective faster than about
one-thousandth of a second; they
must be stopped by a brilliant
Hash ol light which lasts only two-
millioiuhs of a second. This flash
was de\eloped at the G-E General
Engineering and Consulting Lab-
oratory at Schenectady, N.Y.
E\en sound wa\ es can be photo-
graphed by this high-speed flash
method and a special optical sys-
tem which can cast into sharp re-
lief varying densities of air. This
method, known as the "Schlieren
technique", produces photograph-
ic images of sound waves which
move as fast as 760 miles an hour.
WRITER • DIRECTOR
Wanls Greater OppoiUinily foi
Creative Ability-
Wide Experience in
Motion Picture, Slidefilm, Television
Film, and Radio.
Present employer knows of this ad.
Address
Box 201
BUSINESS SCREEN
812 Nortli Dearborn St.
Chicago 10, Illinois
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN: 812 NORTH DEARBORN STREET — CHICAGO 10
SOUND RECORDINGi
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio anc
laboratory services. Color printin<
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE,
INC.
7315 Carnegie Av., Cleveland 3,
16
BUSINESS SCREEN MAGAZINE
,«0 TRA.N.NO PROOR
rifh the
for more information about
Beseler Model OA4 write for
Booklet F
FREE DEMONSTRATION UPON REQUEST
m
Both Horixontafy ^ ^„ .,.„, ...c .00. -^
., BESELER W^OO^*- °'' ''ales meetings-
''^ ^^''°te ■•"--'•- '°'': It a o.he. .ee.n.s .
««^" "r °^" '"'•"°' "" o« . ^o■ « '"'
09" rocu= -- room- 1"^"
m o dorkened room ,.^,
5 volt U""" 1 1
. « » • '
f^^-*^*'^^'^^^''
NUMBER I
VOLUME II
19 5 0
17
PrBMfifco
WEIBTON'SimiSDIIIPANY
oner ■■"'"'*'
Photographed in (h
PtANTS eiRl MIUS
l^ene^ ^
in Selling Your Product
. . . any product — and you can tell it and se// it most
effectively with films. And the story can be told visually
to fit any size budget.
These production scenes are from "Tinplate," the motion
picture dramatization of an object as commonplace as a
tin can. This film in Atlas "Custom-Color" for Weirton Steel
Company is selling tinplate and its uses not only in the
United States, but in foreign markets as well.
ATLAS — a producer of motion pictures, slidefilms, and TV
commercials — has served all types of industry for more
than 35 years. Our many repeat orders reflect client satis-
faction with the quality of our productions and also prove
that films help sell their products.
SOUND
SYSTEM
ATLAS FILM CORPORATION
Creafors on6 Producers
1111 SOUTH BOULEVARD OAK PARK, ILLINOIS
Chicago: AUstin 7-8620
USINESS SCREEN MAGAZINE
g^MKTIIX^IBlD^lftffif^IOl^ IBWiriElIi
AMONG THE HUNDREDS ol requests
uliich the Editors ol Bisiness Scrfen
^ receive each month lor specific film
title inlormation and sources, the most fre-
quently asked cjuestion is "how can you guide
me in the choice of a film producer?"
W'c could easily and somewhat graciously
refer such correspondents to the advertising
pages of this journal where so many of the
most able producers are regularly represented.
The exceptions mainly prove that rule, but
beyond those missing for reasons of credit and
stability are some whose creative merits are
beyoird question.
So we also provide a simple formula, which
appears below, and which now merits some
further word of amplification and advice be-
cause of the following trends so noteworthy
in our news reports from the field;
Desk-space producers are rampant:
(1) Tlie influx of unchallenged picture
salesmen, with or without portfolio, but cer-
tainly with a miniiriimi of qualifications, or-
ganization, facilities, and experience has fjeen
greatly abetted by the advent of television and
its presiuiied and potential film needs.
(2) This viewpoint will be challenged but
we doubt the need for the so-called "television
film producer" which implies a special opera-
tion limited by experience and facilities to the
requirements of television commercials. What
facilities and experience can you get along
without in either television or any other field
of idea communication which the specialized
business film producer is now serving?
(3) We had better not overlook the steadily
climbing figures of self-equipped audiences
owning or having ready access to the 16mm
sound projectors in farm and factory groups,
schools, communities, churdies, and organized
chibs and lodges of every ty pe and description.
Official state department reports from .Arkan-
sas' schools (see page 22) show that the 150
projectors reported in 1946-47 now total 650;
Ohio schools report more than 8.000 projectors
as acti\e outlets for films.
The larger audience demands good films:
(4) Well in excess of 150,000 sound projec-
tors are now providing millions of .Americans
with useful information, safety precautions,
tarniing facts, travel, sports and other interests
which they seek as group audiences. Evidence
indicates that their tastes are getting keener
and that they demand both quality and use-
fulness in films as the sponsor's ticket of ad-
mission to their well-attended meetings.
(5) There is a great coincidence of results
well worth emphasizing in our review of the
past year's output of worthwhile or resulttul
Pertinent Observations
On the Responsibilities
of Clients and Producers
pimnes. It is no accident that a couple of
liinidred films reported in these pages as the
most widely distributed, or selected by impar-
tial observers as "the best" in special interest
fields, were almost without exception made by
recognized production companies.
Let's not restrict yieiv ideas or talent:
(6) \\'e cannot imply any restriction on
originality or creative genius by earnestly rec-
ommending our readers to the formida on
this page. But tlie individual or the new pro-
ducing concern which aspires to the budgets
of business film sponsors should be plainly
labeled and the adventure undertaken with
lull knowledge of qualifications, stability, and
each phase of the risk.
Members of the Films Committee of the
.Association of National Advertisers made a
substantial contribution to the definition of
these responsibilities in the publication two
vears ago of their "Check List tor Producer
and Sponsor Responsibilities iir the Produc-
tion of Motion Pictures." Having cooperated
throughout that project as liaison between
BASIC CONSIDERATIONS
In Selecting Your Producer
ExpiiRiENCE; what has the prospective
producer made in terms of films clearly
identified as his full responsibility?
Financial Stability: is the producer
able to carry out the intended assign-
ment according to terms and without
requiring emergency assistance or "sav-
ing" against an agreed quality of pro-
duction?
Creative .Staff; if the producer canies
the full responsibility from idea to the
screen is the creative effort drawn from
facilities under his complete control?
Physical F.acilities: does the producer
maintain adequate physical facilities to
complete the various phases of contem-
plated production, from script to the
screen? Are they adequate?
dozens of leading business film producers and
the Subcommittee under the direction of
chairman \'ergil L. Simpson, we know its value
and heartily commend the bulk of its contents
to any prospective buyer and user of business
filnrs for whatever purpose.
Responsibility is a tivo-way street:
Beyond the responsibilities of the business
film producer are those which link liim to
existing clients and the common-sense responsi-
bilities of the client himself.
To such clients we say, listen to the voice
of experience carefully and if your producer
speaks in a whisper before the superior
weight of your wishful thinking and formi-
dable budget power, listen again. Too many
decisions are still being overweighed by media-
minds who knoiv a lot about white space and
abysmally little about the complexities of sight
and sound materials.
For there are rules in this game which fit
like pegs in a board to make the patterns work
out with success. Rules like the requirements
and discrimination of prospective audiences,
lor example, are broken only at the sponsor's
(Hvn risk.
The AN.A Check-List offers some interesting
observations worth quoting, as for example;
"How much should the picture cost? The
sponsor shoidd consider this question care-
fully. Good pictures cost money. It is better
not to make a picture at all than to make a
poor one. In the final analysis the amount of
the budget should be determined by the im-
portance of the problem which the picture is
supposed to solve."
And again, in selecting the producer:
"The sponsor's first responsibility in select-
ing a producer, is to himself. He cannot afford
to make the selection on the basis of personal
friendship, the affability of a sales representa-
tive or a "catchy" idea. Often such an idea
involves only one sequence in a picture. He
shoidd look to these general standards;
(a) Business integrity
(b) Experience in picture-making as dem-
onstrated by samples of films actually pro-
duced.
(c) Financial stability
(d) Creative and technical staff
(e) Production facilities and equipment
(f) Length of time in business."
There is plenty of room for imagination
and an unbounded range of unfilled audience
needs for vital picture themes. Let us serve
the trilogy of audience, picture-maker, and
sponsor with equal respect for the interests of
all three. That is the real foundation for the
continued worth of our product. — OHC
NUMBER
VOLUME 11 • 1950
19
Hr. Frank Sp«ld*U
6J0 - 9th Avanu*
■•i^ tork. S. I.
Daar rranii ;
The b«tcle or 10i.7 h»» b««n fou|J*i ind -on.
On •Viry hand in» 9il»» Promotion filvtalon is receiving
ei}«plla«nt.g and ajipr^sdons of ■ppr»cl*tlon of th* "orii
Ihat nat baen don*.
WlthJut your Inimifent ajid continuous sffort
rt o-<! ya;l> >i ours ;ould ntit bett, xrUten. Kay 1
■ A^'cia -.0 yi^u on fcahalf of th* Salas PronoMon Dlvlalon
■V 'vf Th* Taita* Coapany our »lnc«ra apprvctaixuri of ^cur
fft^^ifUl and helpful worn, and wlah for you In 19i^ •
"^^M-§3^:^-s.&.'^
)ip»rou< y«i
'•• )7 ^ iii(.^'*fo-r^' (4,/ ?" 5r **
^^U •fC"""
3lnc«relr ycuri.
**<:OFt*v Hill n
"- ™«.itri5j~ ""•STi'-,"" ~^~u;r:2''
"•» Wjas ^ pwwoal . •°*™1* •od a.,). —
20
BUSINESS SCREEN h/( A G A Z I N E
THE AXERAGE AMERICAN WORK-
cT (_•^|)Cct^ lliai lliL- iDiiipain Ini uliiih
lie is working bo nioic ihan pKitlucuvc
and efficient. He looks to his company for
examples of good citizenship, expects his com-
pany to help sohe himian pioblcnis and to
make progress towards steady employment. He
also ex])ects his company to make a profit.
The average employee has now fully ac-
cepted the idea that the company for which
he works is, in a sense, a person and that the
company should not only have rights but re-
sponsibilities, should not only have privileges
but duties, should not only have a head but a
heart. In this sense, we at Precision have felt
that in addition to other means of working
with our emplovces, the use of movies and
other visual aids would not onlv prove bene-
ficial, but would help carry out those concepts
of what an employee feels his company should
do, as outlined above.
Film Most Powerfil of Olr MtuiA
The usual media for communicating infor-
mation to employees are house organs, bul-
letin boards, posters, suggestion systems, charts
and graphs, slides and slidefilms, motion pic-
tures, labor-management committees, payroll
inserts, meetings and eniplovee counselling.
Each of tJie above serves its purpose well,
but it has been found that one of the most
powerful media for dri\ ing home a company 's
story, message, method or process is the in-
dustrial or business film.
Dean Rulon of the Harvard School of Edu-
cation, in experiments conducted with the use
of films, has found that the use of moving
pictures in teaching is 20 per cent more effec-
tive than teaching without them, and that in
terms of retention of subject matter, the gain
in using films is over 38 per cent greater than
without films.
Adva.ntaces in Plant Communications
.\raong the many advantages of films as a
medium for communicating information to
employees are the following:
(1) Films lend authority to what a super-
visor has told his group. The principle in-
volved in instructions by a supervisor or in a
discussion by a supervisor are somehow made
to seem more important, more basic, more uni-
versally accepted and more necessary when the
individual sees them projected in pictures and
words. Films are excellent clinchers of lessons.
They can bring to bear simultaneously on the
senses a relativeh large number of stimuli.
(2) .Abstractions, such as the concept of inter-
dependence of employees and employer, can
be taught effectively by means of films since
many vivid and specific illustrations, which
put the abstract concept into concrete every-
day terms, can be shown. Films can be used
to say without offense things which an instruc-
tor or even the top execiuive of a company
might hesitate to put into spoken words be-
cause of close acquaintance with the learners
and the subsequent danger of offending the
employees.
There are several precautions to be observ ed
in showing movies to employees. .\ great
DOES THE AVERAGE WORKER LIKE C:0.\1PA.\Y-SP0NS0RED FIL.M SHOWI.XGS:-
Our Employees Voted "Yes!"
SURVEY SHOWS QO-^'' IN THIS PLANT FAVOR WEEKLY NOON-HOUR MOVIES
bv .\lexandir 1. Newman. X'ice-President
Precision Scientific Company
number of poorly-prepared films are now used
in training or demonstrating to employees. It
is better not to use a film than to use a poor
one. Therefore, films should be selected with
great care.
One of the most coirimon faults of showing
training films is over-emphasis, by means of
exaggerated action and words, in an effort to
make a point sharp. .-As a result, both the film
and its lesson seem absurd or unreal and im-
practical. Over-emphatic films should be
avoided.
Films should be selected to fit the ability,
experience and mental make-up of the groups
observing them.
Other Informational Media Used
.At Precision Scientific Company we use the
following means of conveying information to
our employees:
(1) Our employee manual, entitled "Work
With Precision," a 50-page indoctrination
booklet covering conditions of employment,
pension plan, safety, vacation plan, insurance,
etc.
(2) .\ weekly, three or four-page mimeo-
graphed paper called "Briefs," giving current
nevss of happenings during the week.
(3) -A suggestion system to permit the ein-
plovee to express himself in the ways of im-
proving production, office efficiency, products,
etc.
(4) Charts and graphs scattered throughout
the plant, showing absenteeism, production
and shipping budgets, and quotas.
In spite of all these, however, we still felt
that we were not conveying as many messages
as we should like and early in 1939 we insti-
tuted a movie program to help educate certain
groups of our people in technical matters. Most
of the films shown at that time were for pro-
duction supervisors and engineers. Occasion-
ally during the war we showed war films
released by various governmental agencies.
However, because of the lack of good physi-
cal conditions in which to show movies to our
entire organization, the program of visual
education through the use of movies was
handicapped until we moved into our new
plant in 1946. At that time a section of the
plant approximately 60 by 100 feet in size was
set off as a cafeteria and lunch room. This
cafeteria and lunch room, which will accom-
modate about 300 people sitting at chairs and
tables, answered our needs.
Before utilizing the cafeteria, since it was
not completely finished when we moved in,
we used our library. When movies were shown
in the library it was crowded to capacity,
indicating a definite interest on the part of
our employees to further their own education,
inasmuch as practically all of the movies shown
were of the instructive type. Occasionally a
travel film was introduced to provide enjoy-
ment and relaxation.
Weekly Cafertia Shows Initiated
.After the cafeteria was completed, and with
a 45-minute lunch period, ample time and
proper arrangements were available to utilize
movies to their maximum extent. Our pro-
gram is to show a movie every Wednesday.
Most movies shown run any^^•here from 20
to 30 minutes and give the employee ample
time to eat his lunch before or during the
showing of the film.
We use a 16 mm sound projector and screen
with several loud speakers. The actual opera-
tion of the projector is taken care of by one
of the employees of the engineering depart-
ment. Films that we have shown have been
loaned to us free of charge in 99 per cent of
the cases. The only requirement is that we
submit a report of the showing and prepay
the charges when retiwning the films.
Survey Reve.\i^ 90% Like Pictires
In order to determine the reaction of our
employees to our movies we conducted a sur-
vey, the results of which are very interesting.
75 per cent of our employees indicated
they watch the movies every Wednesday, 25
per cent indicated they watch the movies occa-
sionally. In answer to the question of whether
they like movies, over 90 per cent indicated
that they do, 76 per cent indicated that they
like movies once a week, 10 per cent, every
two weeks and seven per cent indicated that
the\ liked movies every four weeks. No one
indicated the choice of every three weeks.
On the question of whether the employee
feels that the movies have been helpful in his
(continued on the following p.\ce)
NUMBER
VOLUME II • 1950
21
(CONTINUED FROM THE PRECEDING PACE)
work, over 69 per cent indicated the affirmative
and only 15 per cent the negative.
Movies on science, human relations, manu-
facturing processes, sports and travelogues
rated highest among all the types of films that
employees desired. Films on manufacturing
processes rated highest in those types of films
which employees indicated were of most bene-
fit to them.
Subject Matter Preferences Vary
In our questionnaire emplo)ees expressed
the opinion that mo\ies shown through the
noon hour should be for relaxation and there-
foie should consist of sports, musicals and
comedies. Employees also believed it all right
to show instructive films that would help them
in their work provided the films are interesting
as well as educational.
Some thought movies on a definite subject,
such as sheet-metal work, machine ^vork, office
work and the like, should be shown to those
departments to which they are directly appli-
cable. They also thought that pictures of
general interest such as safety, human relations
and current events films should be shown.
Here Are Some of the Results
In showing movies to our employees we
think that we have accomplished the follow-
ing:
(1) Enlarged the scope of the employees'
thinking by showing them what other organ-
izations are doing.
(2) Aroused the employees' interest in com-
batting social, racial and religious discrimina
tion.
(3) Created a greater interest on the part of
the employee in his own work by showing
films, some of the scenes of which ha\'e de-
picted Precision Scientific Company ei|uip-
ment. This created the feeling of "belonging"
to a group or a company that is doing things
for others.
(4) We have stimulated a desire in each
employee to improve his own work by observ-
ing methods in other plants through the
medium of movies.
Note: we are indebted to the Scientific Ap-
paratus Makers Association as the source of
this useful leport by Mr. Newman.
Mobile unit reaches workers on the Illinois
Central Railroad. Shozon below is the latest
mobile unit with the I.C.'s visual aids director
John Haxukinson to the left. The unit carries
its own generator equipment, can show any-
where alone the road.
Self-Equipped Audience Growing
SURVEY SHOWS LARGE INCREASE IN PROJECTOR OWNERSHIP BY SCHOOLS
SOLID FACTUAL DATA which upholds
the accelerated demand for all types of
16mm sound films is now being obtained
through surveys among primary owner groups
throughout the country. With the assistance
of state departments of education, informed
film librarv sources, and the schools themselves,
the latest statistics on educational ownership
are now beginning to add up.
The significance of these growth factors is
luiderscored b\ a similar simey undertaken by
Business Screen during the war years as a part
of the Treasiuy Department's war loan film
IM'ogram. At thai time only 21,564 projectors
were re])orted, of which 13,519 were in the
schools. Before the w'ar onh' a few thousand
sound projectors were reported in a nation-
wide school check.
Community ownership seems to be on the
SCHOOL OWNERSHIP OF 16MM SOUND
MOTION PICTURE PROJECTORS
(Data based on state reports and recent
national siin'ey of See 6' Hear Magazine)
.\lal)ama* 516
■ Vrkansas* 650
California* 3579
Connecticut 500
Delaware 62
Georgia 750
Illinois* 2447
Maine 301
Minnesota** 4163
Mississi|)pi 600
Missouri 1200
Nebraska 450
New Hampshire 63
New Mexico 480
North Carolina 1500
Ohio*** 8266
Oklahoma* 1200
Pennsylvania 3000
Rhode Island 89
South Carolina 650
South Dakota 250
Tennessee 600
Texas* 4000
Utah 212
Vermont 88
Virginia 2000
West Virginia 252
Wisconsin* 2790
Wyoming 65
Puerto Rico 110
" Figures reported by State Department of Education or larg-
est University Extension audio-visual bureau in state as of Janu-
ary. 1950.
•• Minnesota State Dept. Audio-Visual Radio Section reports:
"Itimm motion picture projectors in 100% of graded elementary
and secondary schools." Minnesota has 3.517 graded elementary
schools and 646 secondary schools.
•"Ohio's Slide &: Filni ImIi.liihc director at Columbus re-
ports "in the entire cdm .Tlinri.il s\sicm of Ohio at all levels and
including the parochial and prnatc schools there are 8,266 mo-
tion picture projectors in ser\icc. or an average of 94 projectors
for each of the 88 counties."
upgrade in many places. Churches acquiring
sound jirojectors were an important factor and
the return of selling brought many thousands
of units into local dealer salesrooms, particu-
larly in the automotive field. These areas will
be defined later but the facts at hand on school
ownership confirm the steady growth of these
outlets for factual films.
Sound Projectors in U.S. Schools
i( As all levels of education in the United
States continue to acquire 16mm sound motion
picture projectors as a basic tool of classroom
study as well as for auditorium and group en-
richment purposes, the totals begin to reach
interesting proportions.
There is also indicated a definite trend to-
ward greater selectivity of sponsored pictures,
particularly as many instructional films espe-
cially produced for school use are now avail-
able for local or regional rental and purchase.
In re\ iewing the statistics thus far available
through direct reports by state departments of
education, the larger state uni\ersity film li-
brary centers, and by magazine sin've\', it seems
apparent that most school statistics are in-
clined to be on the conservative side, although
in a few instances a wild guess or local pride
might influence the figures on the plus side.
The report of the head of the .\udio-Visual
Education Unit within the State Department
of Education in Connecticut includes this quo-
tation of special interest in regard to pro-
jectors:
"To the best of the knowledge available,
each high school in Connecticut has at least
one motion picture projector and as many as
three in some of the larger schools."
Estimate Secondary Schools Well Equipped
Of the nearly 25,000 secondary schools
tliroughout the U.S., most sponsored film dis-
tributors now figure the majority as equipped
to show 16mm sound filius or having ready
access to such equipment. .A recent official
state survey in Wisconsin showed less than 10
high schools in that state as unequipped.
Nearly all institutions of higher learning are
also equipped for 16mm sound film showings
and a great majority of the pri\ate and paro-
chial schools are also well served.
In summary, the total figures for 16nim
sound motion picture projectors in U.S. schools
would now rest somewhere between 'rOflOO to
60,000. It can also be safely estimated that all
schools from elementary to higher le\els in
principal city systems are equipped. The great-
est single area where ecjuipment is not preva-
lent would probably center around the un-
graded or one-room rural schools of which
there are still tens of thousands in the U.S.
Minnesota alone reports 4,521 such units or
more than half the total number of elementary
schools in that state. ,
22
BUSINESS SCREEN MAGAZINE
Business and profesiions get togellni jiir piojiu lion tiaining ul Hamiltou {Out.} i'ibn Council.
Community Groups Organize for Films
IN 130 U.S. CITIES and towns, group-
minded Americans with an interest in the
informative and educational values of the
film have taken \olinitary action to form film
councils. In more than 40 other communities
similar action is indicated for the near futiue.
These are the vital statistics of a movement
affiliated in the national organisation known
as the Film Council of America.
The significance of this general community
interest in films, in the problems relating to all
clubs, lodges, forums, chinches and schools of
the comnuuiity using such materials, and in
physical aspects of equipment, etc. cannot be
o\erestimated. It is a singular phenomenon
that brings together all these varying groups
for a mediinn of communication. It is also a
tribute to the importance with which they
regard the informational film medium.
Leadership From All Kinds of Groups
The spark which lights these local fires
comes from many different kinds of film users.
Nearly 25% of the active local film coinicil
leadership recently sur\e\cd b\ Business
Screen came from a similar movement within
the public libraries. The schools brought an-
other large percentage of leadership but indus-
try is also most actively represented in such
places as Minneapolis, Cleveland, Chicago,
Houston, and other film council centers.
The programs of these film councils are
most revealing. In Houston, for example, the
council stimulated a projection training pro-
gram in the public schools; in Cleveland it
sponsored two very widely publicized Film
Festivals with showings in \arious subject
matter areas attended by group leaders.
Sl'PPORTED BY C.\RNEGIE FuND Gr.\NT
Initial impetus for the national organization
of the Film Council of America, an idea pio-
neered by the late C, R, Reagan, came from a
generous grant made by the Carnegie Corpora-
tion, The financial assistance of business con-
cerns interested in the film medium has also
been a decisive factor in the necessary expense
of furthering nationwide organization,
rile key factor in this community-wide ac-
tivity most probably concerns the added effi-
ciency of film distribution and equipment fa-
cilities. Thus serving as a local clearinghouse,
the film council increases the use of factual
films on all levels in the conimunitv.
-i
r*
A
LJfl
M
81 [^
G.-\Rv, lNDi.\NA held a community film fesliTal
as n recent local film council activity.
CiARv PEOPLE jrom nil walks of life learned
about factual films at this 194') program.
Sip & Sound
A ROUND-UP OF LATE NEWS EVENTS
huhtslrinl Audio-Visual Association Holds
.innual Meeting in Chicago March 14, 15, 16
ir The annual meeting of members of the In-
cUisirial .Audio-Visual Association, national or-
ganization of users of audiovisual media in
business, will lie held in Chicago during the
coming month on .Vlarch M, 15, 16, Program
arrangements are under the direction of Wil-
liam Basiable, Swilt &; Company, chairman ol
the program committee, .Arrangements for the
Chicago meeting are under the direction of
Frank Grcenleaf, Carnegie-Illinois Steel Sub-
sidiaries, chairman of that committee.
The association's membership is limited to
users of films within business organizations but
inquiries and application lor membership or
guest attendance at the forthcoming Chicago
meeting are invited. Prospective applicants
should direct their inquries to O, H. Peterson,
LWA president, c/o Standard Oil Company
of Indiana, 900 S, Michigan Avenue, Chicago,
American Management Association Hears Talk
on Films in Communication by Dan Rochford
■k Members and guests of the American Man-
agement Association attending the Chicago
Personnel Conference of that organization at
the Palmer House on Monday evening, Feb-
ruary 13, heard Daniel Rochford of the Em-
ployee Relations Department, Standard Oil
Company (New Jersey) deliver a featured ad-
dress on "Communication — is Management
Getting Its Story Across?" ,\n outstanding
event of the .AMA meetings was a continuous
Film Workshop with showings of many out-
standing recent business films, primarily on
the industrial relations theme.
Important Safety Films Coming Soon:
■k We hear that the new General Motors film
Second Chance (produced by the Jam Handy
Organization) is destined to be one of the most
useful safety films recently released. It will be
reviewed in these columns next month, which
brings us to the rest of this subject— namely
the several new safety motion pictures recently
produced by ^Vilding Picture Productions in-
cluding one for Lumbermen's Mutual, another
for Plvmouth, and a third for another sponsor
with the \ery appropriate title You Bet Your
Life. We predict you'll hear a great deal more
about all these useful subjects.
Film Title of the Month Nomination:
■k For a boxoffice title that all Hollywood will
envy, we nominate .ill Flesh Is Grass, a pro-
vocative handle tor the (you didn't guess it)
livestock picture produced for the .American
National Livestock Association.
Editorial Featttre Due Next Month:
•k There is a very full hold-over basket at
BusiNF.ss Screen this month with one of om
most important annual features postponed
initil March 15, namely, the complete Index
of Sponsored Films, That's a promise!
NUMBER I
VOLUME II
19 5 0
23
Ford Executives and Guests at New York Premiere of "The Human Bridge' induded tiiiest
R. Breech (center above) executive vice-president. Ford Motor Company; at his right, William
T. Gossett, vice-president and legal counsel of Ford; at his left. Nelson F. Bowe, Ford district
sales manager. New York: standing (left) are Charles J. Seyffer, Ford regional sales manager,
northeast region: and (right) Flmo Roper, noted public opinion pollster.
"The Human Bridge"
CREATIVE TALENTS AND SKILLS OF 140,000 FORD EMPLOYEES
ARE STORY AND CAST OF DRAMATIC NEW INDUSTRIAL FILM
A SERIES of 35 nationwide premieres lust
nioiith introduced members ot the Ford
Motor Company organization, the press,
and guests to a dramatic new documentary
color motion picture story of the effort and
enterprise behind the company's product,
a film most appropriately entitled The Human
Bridge. This is the saga of the new Ford.
The theme of this SO-miiuite film lies in the
creative talents and skills ot the 140.000 Ford
employees who fashioned more than a million
cars from the idea of the new Ford— born in
the minds of a few men. Two years' work b)
thousands of Ford men and women is depicted
in a brief half-hoin- of viewing lime as the pic-
ture sweeps across the birth antf growth of the
new car from the drawing boards to final as-
sembly. The motion jjictine is the result of a
nine-month. lO.OOO-mile filming schedule b\
the Raphael G. Wolff Studios.
Inscription on Plaque Provides Title
A plaque which the company's founder had
placed over the entrance to the engineering
laboratory at Dearborn, Michigan, (see in-
scription above) provided the symbolic title
for The Human Bridge.
The film story starts with the germ of an
idea which grows and expands into a firm
conception ot what the future car will become.
This is translated into sketches and drawings
so that craftsmen can build models. Close in-
dustrial teamwork develops among many thou-
sands of indi\iduals to mature the idea into a
finished automobile.
Original ,Mi sic Score Enhances Picture
Skilllul blending of dramalic faclory sounds
MANKIND PASSES FROM THE OLD
TO THE NEW ON A HUMAN BRIDGE
FORMED BY THOSE WHO LABOR
IN THE THREE PRINCIPAL ARTS
-AGRICULTURE-MANUFACTURE-
TRANSPORTATION-
. . . jroin a plaque over the Ford etigitieerinn
buUdine entrance at Dearborn, Michiaim
I
into the superb musical background of an orig-
inal musical score (played by members of the
Los ,\ngeles Philharmonic Orchestra) helps
set the mood and enhances the simple and di-
rect doiiniientary technique used in telling the
donunenlary story.
An international version, to be distributed
overseas bv Ford International, will depend en-
.■\t thl Dliroli I'RE.MiERE Were (left above)
Leo Bcebe, manager of Ford's motion picture
department: and (right) Charles Davey, pio-
7icer Ford employee who stars in "The Human
Bridge", new documentary color film.
tirely on the music without any narration to
tell its highly significant story to foreign audi-
ences throughout the world.
Special showings introduced the picture to
Ford employees and their families throughout
the country in addition to the luncheon pre-
views noted. The production by Raphael G.
Wolff Studios, was supervised by Leo Beebe,
manager ot Ford's motion picture depariment.
Wolff Studio crew shooting "The Human
Bridge" on location at the Rouge plant.
lUSINESS SCREEN MAGAZINE
Vitamin Rivers
THE AMERICAN CAN COMPANY SHOW'S
STORY BEHIND THE JUICE INnUSTR^
• The American Can Company has just
added aiioilier film to its sutcessfid educational
program in schools. This new film, entitled
I'itamin Rivers, will doubtlessly enjoy the same
|.o|)iilaritv as American Can Companv's tuo
previous ones, Alaska's Silver Millions, the
si()r\ of the salmon industry and Jerry Pulls
III!' Slriiii^s, the romance of coffee. .As an ex-
ample ol longev itv, these two films, after more
than ele\en \ears' distribution, are still con-
sidered among the more popular and useful in
visual education circles as a basic curriculum
aid. .Approximately 27 million persons have
seen them to date. It is interesting to note
loo, that the .American Can Company renders a
customer service in planning its film subject
matter around the everyday products used in
the home — salmon, coffee and now fruit juices.
They are subjects timeless in popular appeal.
Vitamin Rijiers, The History, Culture and
Economic Dexelopment of Fruit and X'egetable
Juices, the new film, is a 22-minute color pro-
duction b\ Caravel Films. Incorporated. Its
purpose is to develop a better imderstanding
and appreciation of fruit and vegetable juices
and the industries which produce them. It also
explains the significance of the tin can in mak-
ing healthful juices available to everyone,
e\er\where, at anv time.
For hiuiian interest, Vitamin Rivers is
framed in a little family story of a father,
mother and two children. Young Ann is mak-
ing a notebook of fruit and vegetable juices for
her school homework. .As e\ er\ one becomes in-
terested and Dad begins to help, the camera
swings away to follow his description of the
production story of orange, pineapple, grape-
fruit and tomato juices. Growing, harvesting
and canning methods are briefly reviewed.
Odier juices are also mentioned. Within this
basic pattern are other items of appeal and
education — the history of oranges, grafting of
buds onto seedlings, production of frozen
juices, origin of the pineapple and the vitamin
and mineral content of juices. Scenes were
made for the picture in Florida, California,
Indiana. Xew York, Pennsylvania and the
Hawaiian Islands.
Distribution of J'itami?i Rivers for use in
schools will follow the same pattern as Alaska's
Silver Millions and Jerry Pulls the Strings.
Each is offered on a free loan basis to schools
and is accompanied by a teacher's guide de-
signed to help the teachers coordinate the
film's use into such basic subjects as Social
Studies. History, Geography, Literature, Gen-
eral Science, .Agricidture, Home Economics
and Health classes.
Requests for bookings are taken care of
through the Home Economics Section of the
.American Can Company, 230 Park .Avenue.
New York 17, New York. .All shipping ar-
rangements and inspection of films is handled
by die Distribution Department of Caravel. •
Prep.\ring to shoot .\ TVPIC.\L SEQLt.Nch joi one of tlie Joy Manufn( tuitng Company color
motion pictures at the .innandale, Pennsylvania limestone mine.
We Joined the Underground
PRODUCING COLOR FILMS OF MINING OPER.ATIONS PRESENTS CHALLENGE
WHEN SHOOTIXG a motion picture
in color in luiderground mines, plan,
check-over, and bring all the equip-
ment vou'll need, and add an extra amount ot
ingenuity and resourcefulness. Because it's a
sure thing that you'll meet situations and prob-
lems that you hadn't expected.
One fact to remember when you see Hard
Rock Mechanized Mining, one of a series of
color pictures produced by Mode-.Art Pictures,
Inc. for the Joy Manufacturing Company, is
that a solid month, night and day without a
stop, was spent shooting underground to cover
all the operations depicted. To get the foot-
age, an eight man crew traveled over 11,000
miles, going undergroimd in Kansas, Illinois.
New Mexico, .Alabama. Tennessee. \'irginia,
and Pennsylvania in mines where salt, potash,
zinc, iron ore, limestone, and coal are pro-
duced in great quantities by mechanized min-
ing equipment.
The films show how giant machines ha\e
made possible unparalleled production of vital
minerals: how increased safety, increased pay,
and better working conditions have resulted
for the miners, and how lower costs have in-
creased profits for the mine operators. In these
pictures, one sees ceaseless activity going on
beneath the surface of the earth— a world that
to almost e\ervone is indeed strange and m\s-
terious. It's a dramatic and fascinating en-
\ ironment and there is much color there.
It was soon discovered that going into a
mine with two tons of film production equip-
ment offers some real problems. The "skips"
or hoists that carry men and machines to the
working level of the mines are small and take
onlv two or three pieces of equipment per load.
In many instances, it took four trips to lower
eight senior spotlights into the mine, and
there still remained six junior spotlights, foiu'
twin broads, hundreds of feet of cable, trans-
formers, and many cases of other equipment.
The equipment had to be lowered anywhere
from a few hundred to a thousand feet under-
ground, and in one case — 300 feet below sea
level in the iron mines at Birmingham, .Ala-
bama. When the equipment was at the work-
ing level, it then had to be loaded on a train
of cars and moved to where operations began.
There, it was again transferred and reloaded
to otiier cars that brought the equipment to
the "working face " where the mining opera-
tions were actually going on.
Filming undergroimd in color, multiplies
all production problems and adds new ones. It
can be readily understood that underground,
the biggest problem is lighting — not only be-
cause the power supply fluctuates, but because
generators driven by internal combustion en-
gines produce harmful exhaust gases, and
therefore engines of that type are prohibited
bv law. Since sequences would be taken in
salt, iron, potash, zinc, limestone, and coal
mines, a great deal of ingenuity and common
sense was required to solve the different prob-
lems encountered on each location.
In the potash mines, for example, ingenuity
played a big part in getting desired footage,
ft was found that ^vhen the mining machinery
in other parts of the mine began to operate,
the added drainage of power resulted in waver-
ing illumination. When there was a bad take
— since the area being shot became partially
mined-out as the scene was executed — the
broken-up material had to be shoved back into
place to maintain continuity. Because of the
extreme narrowness of passage^vays, lights had
to be suspended from impro\ised dowels and
(CONTI.NLED ON THE FOLLOWING PAGE)
NUMBER I
VOLUME II
25
([continued IFROM THE 'PRECEDING jPAGE)
wire hooks that were driven into holes in the
ribs just below the roof. The thunderous
noises and reverberations of the mine ma-
chinery made it impossible to hear speech, and
it was necessary to de\elop a series of signals
and crude language for communication.
In the iron mines, all the eciuipment needed
special attention, because the mines were lo-
cated 300 feet below sea-level and humidity
was excessi\e. The atmosphere was saturated
with the red iron oxide dust which penetrated
into the crackle finish of the lighting equip-
ment so that at the end of each day all the
parts had to be thoroughly cleaned. The dust
colored everything red and in a few hours the
men of the crew had the same aj^pearance as
the miners themselves who had been working
there for years.
Equipment Precautions Paid Off
Though the working areas were about ten
feet high and from eight to twenty feet wide,
huge piles of the heavy muck had to be scaled
and leveled before the lamps could be set up.
Here too, since the drain on the power suppl)
was greater than in the potash mines, special
precautions were taken to prevent extreme
fluctuation. Good communications and coor-
dination with mining operations proceeding
in other parts of the mine provided the solu-
tions to assure steady production.
The crew had traveled about 10.000 miles
before they reached the limestone mine at An-
nandale, Pennsylvania. The forethought of
including the generator as part of the equip-
ment paid handsome dividends here. Since
the mine entrance was at ground level, the
truck to^ved the generator to the very face
being worked. Without the use of the genera-
tor, shooting would ha\e been impossible be-
cause all the available power was needed to
operate the mining machinery itself.
In keeping with the pattern found in other
mines, when shooting the sequences in the
coal mines, again, special problems had to be
handled and solved. Instead of making sure of
an adequate supply of power, the problem was
to reduce the voltage. To give a live appear-
ance to the coal and to bring out the color, the
coal face had to be dug and gouged out so the
reflections would result.
Wide Demand Both Here and Abroad
When the crew returned to Pittsbtirgh, the
men had been away lor more than fne months.
Hard Rock Mechanized Mining, which runs
forty minutes, was the first picture in the scries
that was released. The demand for prints was
immediate not only from every part of this
country, but from countries all over the world.
A French version of the picture was made. It
was a major part of the program for the Inter-
national Congress of Engineers organized by
the Societe de I'lndustric Minerale and held in
Paris this past fall. At the present time, the
|oy Manufacturing Company's films arc among
the few that show in color underground min-
ing mechanized operations. They tell a story
of production — of the benefits and increase in
wealth made by the efficient mining and use of
our vast mineral resources — salt, potash, zinc,
iron ore, limestone, and coal. •
"Yellowstone"
A FINE COLOR PICTORIAL ON THE
PARK JOINS FORD TRAVEL SERIES
•k Few areas in the United States have been
as \vell (or as frequently) photographed as
Yellowstone National Park. Only a rare visitor
fails to leave several of the little yellow or red
film boxes behind, and the professionals have
continuously covered it from every angle since
famed William H. Jackson exposed his wet
plates in 1871 for the first photographs of the
Yellowstone region.
It woidd seem to have been with some trepi-
dation that yet another picture on the park
was scheduled as part of the Ford Motor Com-
pany's series of motion pictures of American
landmarks. For of all possible subjects, Yel-
lowstone is one that has as little novelty as
any place that could have been selected. \'ei,
last summer, a crew from MPO Productions
inider Larry Madison, with a Ford contract in
the glove compartment, set up equipment in
the park for a brand new 20-minute Koda-
chrome motion picture of "John Coulter's
Hell", as the park was first known.
New Film Finds A Waiting Audience
"Old hat" as Yellow'stone Park may be
photographically, it is a mecca for hundreds
of thousands of tourists every season; and per-
haps for that reason every new film on the
park finds a welcome audience of those who
have been, and those who someday plan to go.
It's doubtful, however, if many of those who
plan to go will ever see the park as Ford's new
picture sees it. There are, to be sure, short
scenes of the star attractions — the geysers,
inns, canyon and falls and pandhandling bears,
but more than that there is a dramatic feeling
for the setting and the permanent inhabitants
of the park — feathered and furred — that
many visitors seek and cannot find.
Film is fascinating stuff. The man who uses
it may sweat and curse his way through a day
of waiting for weather, lugging heavy equip-
ment through bush, climbing rocks, waving
away kibitzers until e\ery number on the foot-
age indicator is a slow death. On the screen,
the few good feet from such a day can thrill
thousands.
Yellowstone Park, Ford's version, is a succes-
sion of such impressions that show more than
the physical grandeur of the place. Ford shows
it as Jackson must have seen it in 1871, with
A scene in
'Yellowstone Park"
mm
^IP^K^
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^>mgKSi
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people now, but still essentially untouched
and pretty wild.
The Ford Company doesn't make too much
noise about the American landscape series.
Most of the films are excellent — Men of
Gloucester and Pueblo Boy are about as good
as any short travelogues that can be seen —
and new ones coming up, Yellowstorie, for sure,
and several in the works, promise to equal or
surpass the older ones. These pictures are
supposed to be part of the Ford dealer's filin
library. Most community groups are invited
to borrow films, and projectors, too, from the
Ford dealer with his compliments.
Promotional Opportunity For Dealers
In many towns this has been a wonderful
promotion. The Ford pictures — non-commer-
cial, professional, full of appreciation of Amer-
ica and Americans of every shape and form —
can leave nothing but good will in an audi-
ence. But, on the bad side, there are Ford
dealers who resent the trouble of stocking and
loaning the films, and who look on the whole
promotion as an imrewarding chore. "Time it
takes me to fool around with that stuff I could
sell three cars" one of them said recently.
Time it takes him not to he could lose thirty
sales.
Another dealer said recently that loaning
out movies was the easiest and gentlest way to
make friends and sell automobiles that he
knew of, and he emphasized that the pictures
have brought him sales. Because selling is his
business he not only greets film borrowers, but
goes out and gets them.
Those he gets for Yellowstone Park will find
a lot besides Old Faithful. For one, they will
see some animal pictures. Larry Madison al-
most dusts his lens on such flighty creatures as
antelope, trumpeter swans, partridge, elk,
moose — and bear, in the cold light of ap-
proaching winter, fat with popcorn, turning
from the roads to seek their hibernation places,
fhey'll see a forest fire so close that the
photographer finally left the camera and ran
while the film kept going until the tripod
crumpled from a heat blast.
Musical Score Rounds Out Fine Film
With what Madison brought back to New
York, Ford's MPO team found a protege of
Serge Koussevitzky, Jurian Andriessen, while
)jroducing a Tanglewood music festival film,
and engaged him to compose a score for the
picture. Impressionistic and modern, Andries-
sen's score was recorded by Alfredo Antonelli,
a CBS symphony conductor, and a large or-
chestra. As in few business films, the music in
Yellowstone . . . follows the story line from
beginning to end without cliche and makes a
good pictorialization into a damfine motion
picture for the J'acationland U.S.A. series. •
A Word of Acknowledgment
■k The Editors of Business Screen are in-
debted to Mode-Art Pictures for the "produc-
tion report" on Pages 25-26. The very com-
plete data and excellent pictures on the fol-
lowing pages came to us through the coopera-
tion of Robert W. Stokes, Public Relations
Methods Supervisor of the New England
Telephone and Telegraph Company, Boston.
26
BUSINESS SCREEN MAGAZINE
MODERN BUSINESS THEATRE FEATURE
This inset diagr.\m shows main assem-
bly room area with sliding partition
removed to provide seating capacity
for 1S9 persons.
Below: He-\dquarters atid Long Dis-
tance Center of Xew England Tele-
phone i- Telegraph Company in Bos-
ton, Mass. Audio-visual center is at far
left on street level.
Artist's sketch (above) of the New England
Telephone if Telegraph Company's new au-
dio-visual center shows compact arrangement
and complete facilities for many types of meet-
ings and presentations.
A Model Audio-Visual Center
NEW ENGLAND TELEPHONE S; TELEGRAPH COMPANl' SHOWS FACILITIES
*X AUDIO-MSUAL CENTER, where
/\ e\ erv square foot of space is designed
X X for double and in some cases triple
duty, is a feature of the new Long Distance
Center and Headquarters Building of the Xew
England Telephone and Telegraph Company
in Boston, Massachusetts.
Incorporated in a minimum of space is every
t)pe of visual and audio device which has
proved usable in the extensi\e public and
emplovee infoiTnation program which the
Companv conducts in the five northern Xew
England States.
Flexibility, with minimum operating ex-
pense, is the key to this installation. .\ pre-
view room that doubles as a sound studio, a
projection booth which projects films and
slides in two directions yet doubles as a film li-
brar\ and editing room, an assembly room seat-
ing 189 people lor employee training purposes
which can be turned into two rooms within
twcntv minutes, with complete audio-visual
facilities in both, are only a few of the unusual
features of this audio-visual center.
Like so many of the new de\elopments in
the audio-visual field, this unusual center was
born of necessit\. A training film program for
35,000 employees in five states and an exten-
sive svstem of informational film distribution
to the public necessitated adequate headquar-
ters facilities. Howe\er, closely budgeted floor
space and limited funds for construction made
inspired planning imperative.
Three vears of testing equipment and de-
signing la\out preceded construction. The
space allotted comprised a "T" shaped area
with the vertical of the T measuring 110 feet
long by 18 feet wide between columns. The
horizontal bar of the T measured 30 feet by
1 8 feet. The artist's sketch shows how this area
was utilized. .\ central Western Electric am-
plifying system serves the entire area. .\ mas-
ter film and record library are within easy
(co.ntinued on the following page)
NUMBER I • VOLUME II
19 5 0
27
TWO VIEWS OF DUAL - PURPOSE ASSEMBLY ROOMS
Below: llic reiir assembly room is i rented by removable fnldiiig daors.
Large Assembly Room seats 189 when folding dmns slimeu bcloic ar
remoi>ed as in this general vieu' toward screen.
Left: Telephone Supervisors Listen to a
speaker before a film
s h o w i n g . (Inset)
lliese floor outlets are
jnoxiided on stage in
front room and at
front of rear room for
mikes, video, and
j)ower, so that meet-
ings can be held in
each of the two assem-
bly room areas when they are separated by
the easily remmiahle folding door partition.
(continued from
the preceding page
reach of the one projectionist wlio operates the
entire system. RCA 16nim incandescent mo-
tion picture projectors were selected after ex-
tensive tests, and GoIdE combination projec-
tors were installed for strip filins and slides.
Incandescent projectors were necessary because
B^^^^M^
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1
r^
of the additional expense invoUed in pro\ id-
ing flues for arc projectors to the roof of a
twenty story building as required by local
building codes. Presto turntables with West-
ern Electric sound heads and Webster auto-
matic three-speed changers completed the rec-
ord playing installation.
Two big questions about the design of this
center remained unanswered until construc-
CoMBiNED ASSEMBLY ROOMS are shown in use
for exhibit area of Bell .System progress.
SouNDPROOr rcjLDiNG DOORS u'hicli create tzvo
rooms are easily handled by one man.
lion was completed. Could a top-grade color
image be projected 100 feet with incandescent
projectors? How could perfect sound repro-
duction be achieved in a long narrow room
without destroying illusion?
The projection equipment provided a satis-
factory answer to the first question on the first
test. The answer to the second questions was
provided by the Bell Telephone Laboratory
sound engineers, who designed the walls so
that no echoes can develop and then specified
sixteen Western Electric baffled speakers
mounted in the ceiling in pairs so that the
\olume for each pair could be adjusted readily.
When a film is shown, \olume on each pair of
speakers is reduced progressively so that while
lire rear speakers ha\e a low level, those nearer
the screen emit higher levels which produce the
illusion that all of the sound is coming from
the screen. For dancing or general sound, a
flick of the wrist returns the speaker levels to
normal and then there is no directional tiuality
to the sound at all.
Incorporated into this center are most of the
modern aids to film distribution, editing and
minor production. There are few trimmings
and no heaw in\estment in production and
recording equipment because the Company
makes a practice of using commercial pro-
ducers for film and recorded training aids.
28
BUSINESS SCREEN MAGAZINE
Even effort was iiiaili- to anticipate future re-
ciuircmeiits in the audio fiokl. Shicklcd wires
ill conduit lead to loud speakers in cafeterias
ami employee loiniges lor music and speech
distribution if desired. Coaxial cables are in
place with wall and lloor outlets lor tele\ ision
viewers when this media comes into general
use. Convenient outlets lor mikes. .\C cunent.
and television are pro\ ided in booth, assembly
rooms and pre\iew room.
But, even to the uninitiated, a tour of the
center would re\cal unusual features not yet
in general use in the industrial field. On en-
tering any of the three doors to the center, an
illuminated "I.\ LSE" sign, controlled from
the booth, warns a \ isitor if a show is in prog-
ress. In the assemblv rooms, guests would be
delighted with ihe comfortable chairs, which
utilize an unusual interlocking feature to as-
sure rigidity, but can be moved quicklv to
other locations. These chairs are designed to
supply the same degree of sound absorption
Film editing facilities are maiutained in one
corner of lower lei'el of projection booth.
empty as fidl. The entire area is air-condi-
tioned for year-round comfort and is ligtited
by instantaneous fluorescent tidjes on the ceil
ing and in coves on the side walls.
The projection and editing bootli incorpo-
rates several novel Icatures to conserve sjjace
and impro\e elhciency. Constructing the booth
on two levels permitted projection above the
heads of audiences, provided additional stor-
age space under the platform, separated the
projection and editing sections and placed pro-
jectors, turntables, radio, and film libraries
within easy reach of the operator. .\ bank of
three Western Electric amplifiers provides any
desired combination of sound systems. To a
visitor, the amplified panels seem complicated.
However, use of the numerous switches and
knobs which provide the essential flexibility
of the system has been simplified b\ number-
ing knobs and developing a chart which per-
mits quick easy settings for over two hundred
combinations. Monitoring from either am-
pfifiers or speakers separately is provided,
while a separate Teletalk system provides
monitoring for cues and announcements in all
three rooms. The booth measures onlv 18' bv
18', yet contains all necessary equipment tor
efficient editing and projection.
PROJECTION ROOM
(Three views at right, top of bottom) dual
16mm projectors and turntables seri'e both as-
sembly room areas. (Center) Projection booth
showing dual level construction. Lower level
for editing, shipping, etc.; upper level for pro-
jection and sound distribution to preview and
assembly rooms. (Bottom) Preview room pro-
jection facilities shown in this view.
* The New England Telephone and Tele-
graph Companv, together with the other Bell
Companies has pioneered the use of industrial
films for public information. It has been show-
ing industrial films since the early twenties.
Since the end of tlie war, while the public in-
formation side of the job has continued, ex-
tensive developmental work has been carried
on in the field of employee information, job
and attitude training bv means of films. .\t
the present time, over 300 films are in active
use in the training librarv and over 100 infor-
mational film subjects available to the public.
The Public Relations Department of the
Companv coordinates all audio-visual activ-
ities and the staff operating this section is ex-
tremely small for a film program that reaches
an audience of nearly two million persons an-
nually. Thomas M. Hennessey is Vice-Presi-
dent in charge of Public Relations: Robert W.
Stokes. Public Relations Methods Supervisor,
directs the film program and the staff com-
THE PREVIEW ROOM
prises Edward W. Palmer, Information .As-
sistant: .Shirleyann Holt, Film Distribution
Supervisor: and George Janes, Projectionist.
The opportimity to build proper facilities
for an industrial audio-visual center, from the
ground up, comes to few companies. The com-
pletion of this center in Boston, however, gives
a graphic illustration of what can be accom-
plished when specialists in the field are given
time to plan, architects and contractors apply
knowledge and experience, and the entire field
of audio-visual equipment is scanned. •
Entrances to the .issembly and Pre-view Rooms. Front view of smaller Preview Room setup. Supervisors preview an operator training aid.
NUMBER 1
VOLUME II
19 5 0
29
i
»„MB.. ™„ or . CONT,N.™o .O..N.» «.»» »»,., ON ■ MEET THE E.ODUCE.S-
Production Pioneer With Modern Ideas
I-> XPERIENCE, which is a long suit among
^ the best-established producers of busi-
-^ ness films in these United States, really
means something to the men and women of the
Atlas Film Corporation out on Chicago's West
Side in that next-door suburb of Oak Park.
For experience and the tradition of crafts-
manship in making all kinds of sponsored films
dates way back to 1913 when an enterprising
young business man named, I. R- Rehm
launched the Atlas name into the uncharted
seas of early business film-making. "I. R." re-
tired from the role of a founding father m
December, 1945, but the tradition of expcri
Production in the studio at Atlas included
this recent setup for live diagrammatic anima-
tion for a football rules film.
On location, a modern RCA Mobile Record-
ing Unit brings the studio to the field or fac-
lo%. according to the needs of production.
Modern film phonographs are typical of the
permanent physical studio facilities available
in Atlas' Oak Park studios.
This sound mixer console (six positions) pro-
vides for mixing and interlocking of music,
sound effects, nanation, and dialogue.
In the labor.^torv skilled film editors set
changes of pace and tempo, timing, transitions,
efjects, and music for smooth continuity.
30
Color printing is another -lab" specialty,
with careful attention given each scene for
quality as well as uniform results.
Client-producer teamwork exempUjied m
this recent production conference at Atlas: (I
to r) are Harry Peterson, cameraman: Mac-
Keuzie Ward, xuriter-director; H. H. Mobley,
director of the Missouri Division of Resources
and Development: M. F. Leopold, supenising
engineer, U.S. Bureau of Mines; Prentiss
Mooney, assistant director of Missouri Division
of Resources and Development: and Tl'i/Jfflm
Minnerly, editor.
ence continues among many of the key em-
ployees of this midwest organization.
The "new" Atlas Film Corporation com-
bines the vital ingredients of sound business
management, modern studio and laboratory
equipment of every type, and the ability to
create purposeful and interesting visuals.
Under new ownership and management, now
headed by Kenneth W. Lineberry, president,
additional capital was provided when the pio-
neer firm was acciuired in December, 1943, by
a group of prominent Chicago business men,
headed by F. S. Vantis & Company, a well-
known investment firm.
\ continuing modernization program m the
laboratories and studio has brought the latest
in 16 and 35mm controlled speed developing
equipment, new Depue and Bell & Howell
printers, an R.C.A. mobile recording unit, a
(■.-position sound mixer console, as well as mod-
ern Mitchell and Bell & Howell cameras, and
complete studio lighting and filming units
Color production and printing, exemplified
in the recent Atlas film .irizona, is a "custom
operation in this organization. But such care-
ful attention to minute detail for the sake of
quality does not forego ability to deliver films
with utmost speed as in the case of Atlas rec-
ord-breaking performance in the recent Big
Ten football game films which were photo-
oiaijhed, processed and on their way to distant
T.V. stations over each -weekend during the
1449 football season.
llie pictures on this page help tell the st()ry
Init in these days when television and film
•producers" thrive in desk spaces, employment
records like that of Atlas cameraman Harry
Peterson (31 years) ; Art Beeman (20 years) ;
\1 Bradish (began in 1927) ; Fred Barber (be-
..an in 1938) and others like Tom Curtis.
Harry Harger, and Gil Gilbertson now make
the .\tlas tnidition of experience and crafts-
manship meaningful and important to the
user of business films, (next month: audio)
USINESS SCREEN MAGAZINE
THIS MONTH'S COVER FEATURE
Today's Audio-Visual Equipment
Oulmodes Best Pre-War Models
PW3^W^ir^?SI^M!IST(^ liilSlP®®^',
THE MANY ADVANCES in design and
special leatuies which have been made
bv leading nianufactineis of projcttion
eiiuipnient since the war had piacliialh dui
nioded the best in prewar models.
A recent .\Iid-Centin\ Sinve\ ol principal
cqiiipnient makers revealed the loUownig
"oals that have been achie\ed;
(\) r)0"„ reduction in total weight ol ijortable
Itimin sound projection ecjuipment through
the application ol plastics, niagnesiinn, ihin
wall die-casting leclinitpies. and lightweight
woods in \cnccrs.
(2) Increased illumination Irom 10% to $0"[,
greater on the screen due to improved optical
systems, coated lenses and better lamps. The
mechanicalh -formed biplane filament in pro-
jection lamps has been particularly important
since it pro\ ides greater screen illumination
initialh than lamps of the older construction,
and the amount which the light outpiu drops
off during lite has also been reduced.
(3) Higher fidelity in sound reproduction is
assured in film projection, disc, and tape re-
producers now being marketed.
(4) Reasonably louver prices for comparabh
better equipment have been attained bv most
manufacturers in the field.
Special features now available on most pro-
jectors include easier threading paths, safe-
guards against film damage anci excess wear,
high-precision assembly to assure quieter oper-
ation of all moving parts (important in inti-
mate group showings) .
Years of research preceded these ad\ances.
Lightness was one of the most difficult of these
ad\ances to achieve without sacrificing dur-
abilitv for field use or quality in either pic-
ture or sound reproduction. Yet at least one
16mm soinid projector model offers a total
carrving weight of only 29 pounds! •
A Triblte To Modern Equipment is the
theme of this month's Business Screen coiier
and of a national campaign now being
launched by the Editors in these columns.
Fieldtiest Slidefilin Helps Retail
Sales Through Product Know-How
.Sponsor: Fieldcrcsl Mills, division of Marshall
Field & Co., Inc. Title: It Pays To Knoiv
Terry, color, sound slidefilm, 12 minutes,
produced by the Pathescope Company.
■k Designed to give a better understanding ol
terry towels. It Pays To Know Terry is ex-
pected to help retail sales personnel improve
their selling procedures by giving them a bet-
ter understanding of the history, construction
and decorative possibilities of towels.
Extensive research has revealed that many
salespeople in retail stores have had little or no
training in the importance of related colors
and their relation to selling. Few had ever
been instructed in the need for stressing color
as a decorative asset in towels. For many
salespeople, therefore, the film will give them
their first basic information along these lines
in a form that can be passed on to their cus-
tomers.
In addition to the technical and background
information concerning towels, %\hich is pre-
sented in an amusing manner in the film,
there is valuable information for retail sales-
people in several sales situations that drama-
tize correct and incorrect techniques.
Showings of It Pays To Knoiu Terry are
scheduled for the \arious stores in the country
which handle Fieldcrest products. Fieldcrest
men will show the film in the stores at meet-
ings called for the purpose. Arrangements
will be made through store training directors
and buyers.
• * •
Frankfort's Holiday Sales Promotion
Success Attributed to Color Film
Sponsor: Frankfort Distillers. Title: Holiday
Han^est, 20 minutes, Kodachrome, produced
by Filins For Industry, Inc.
• Between Thanksgiving and New Year's
each year, the liquor business peaks up to its
highest point. Not only is there more con-
sumption, but bottles and cases have become
a tradition for gifts among business men, and
an important gift item for the general public.
To insure that their brands do not lose
out on this make-or-break period of big sales,
the various distillers concentrate a sizeable
portion of the annual advertising budget into
holidav newspaper and magazine ads. posters,
billboards, window decorations and sales pro-
motion.
Frankfort Distillers, always a leader with
Four Roses, and a strong competitor with
Hunter and Paul Jones in the three general
price levels of blended whisky, put a major
emphasis this year past on sales promotion
anci sales training with a handsome new color
film. Holiday Han'est. According to many re-
tailers. Four Roses regularly gets a much high-
er proportion of the gift and "non-regular "
purchaser's market than it does otherwise,
strong as it is normally. The film seems to be
designed to tell how to capitalize on this pre-
sold market.
Now that the season is over and the residis
in, Frankfort attributes a consideraljle part
of their good showing in the 1949 holiday sales
to the three pronged effort of Holiday Han'est,
which was widely distributed to meetings of
Frankfort salesmen, distributors and retailers.
First of all, the film dramatized the adver-
tising campaign then running on a larger
scale than ever before. The Kodachrome
movie reproduced the Four Roses trademark of
the Frankfort leader showing how it was
being used, and how the familiar symbol was
worth capitalizing on for a big dealer's profit.
Seconclh, it urged dealers to do more than
stand behind the counter and wait for cus-
tomers. It showed, through a topnotch Bor-
den and Busse sales demonstration, how pros-
pects could be approached right in their offi-
ces and gift sales for client lists could be closed
right on the spot.
Thirdly, the film displayed examples of the
best in modern wrapping. It pointed out that
gifts of liquor must compete in outward ap-
pearance with beautifully wTapped articles
from department stores and smart shops.
Frankfort's attractive 1949 gift boxes were
shown, but retailers were urged to offer fancy
outer wrappings to their customers as well.
A New Rehabilitation Cancer Film
Helps Patients Regain Their Speech
•k Demonstration that speech need not be lost
because of removal of the larynx is made in
the new medical film We Speak Again, pro-
duced recently by Sturgis-Grant Productions,
Inc.. New York, under sponsorship of the Na-
tional Hospital for Speech Disorders, New-
York, the American Cancer Society and its
Massachusetts Division.
Tire sound color film, which is designed for
showing to general medical practitioners, med-
ical societies, hospitals, nursing schools, and
meetings of other specialized audiences, was
introduced at its premier by Dr. James S.
Greene, iriedical director of the Boston spe-
cialty hospital where the film was made. It
demonstrates, step by step, the procedure used
in the training of patients to develop the
esophageal voice.
Simple diagrams show the technical featmes
of the operation for cancer of the larynx, and
the bulk of the film's scenario is devoted to the
story of a man who imdergoes the operation
and eventually resumes his job.
Below: Scene from ''We Speak Again".
NUMBER I • VOLUME II • I9S0
In fhei
Bell Telephone System Announces
Four New Sound Films Available
♦ Four new pictures have been
announced recently as available
on a tree loan basis from the Bell
Telephone System. They are 10-
and 11 -minute sound films, avail-
able in both 16mm and 35mm
prints, and are distributed through
the local Bell System telephone
companies.
Mobile Telephone's is the title
of one of these pictures which
depicts the mobile telephone serv-
ice in action. By means of ani-
mated drawings, it explains the
intricacies of the system in an
easily understandable way.
An animated, "U "shaped tele-
phone relay sprouts hands and
feet in the picture Parade of the
Relays in order to tell the audi-
ence of the importance of the
function of the telephone relay.
Trick photography and clever pro-
duction effects add interest to this
film.
The increased speed with which
a long distance call goes through
with the new "operator toll dial-
ing" system is the theme of Speed-
ing Speech, another of the films.
This one goes into scenes of re-
search, development, manufacture
and installation of eciuipment,
and is intended to point up the
part that future planning plays in
providing the best possible low-
cost service.
Number 9 in the series called
Telephone Screen Review is di-
vided into three parts: Easy Does
It, describing a single vehicle
which has multiple uses; Planners
for Tomorroxo, the story of central
office planning for increased effi-
ciency, and Midnight Debut,
which shows the process of chang-
ing over from a manual type ex-
change to a dial system.
New Timken Bearing Co. Film
Features "Big Tim" in Animation
♦ An all-color animated industrial
film has been produced for the
Timken Roller Bearing Co.. Can-
ton, Ohio, by Wilding Picture
Productions, Inc.
The Timken film is entitled Big
Tim, and tells the story of an
animated railroad engine and his
friends with the moral being, of
course, that all freight trains
should be equipped with Timken
bearings for faster, more econom
ical service. Distribution is via
Modern Talking Picture Service.
32
NEWS AND COMMENT ABOUT BUSINESS FILMS
Caterpillar Completes Three Films
♦ Ihrrc sound uioiion piituies.
Burn in the West. Standard West
Coast Equipment and Double Du-
ty were recently completed for the
Caterpillar Tractor Corp. by Cal-
vin Co., Kansas City. Born in the
West, an historical film which con-
tains a considerable amount of old
35mm film reduced to 16mm size
for inclusion in the picture, por-
trays the history of the develop-
ment of the Caterpillar-type trac-
tor.
The Real-Lite Story of Tulsa
♦ The growth of the city of Tulsa,
Okla., from its beginnings as a
small western cattle town through
its development into a big oil re-
Iniing city is the theme of the
35min black and white documen
tary motion picture Tulsa, Okla-
homa, which has been completed
recently by Knickerbocker Produc
tions. Inc.. New York.
Union Oil Sponsors New Slidefilm
« A 100-frame sound slidefilm
entitled Servicing Automatic
Drives is being sponsored by the
Union Oil Company of California
in order to help keep pace with
the increasing use ol automatic
drives by automobile nianulactur-
ers. The iilni, which is produced
by Graphic Films Corp., Holly-
wood, will be distributed to the
company's dealers.
i<^mB^
7m//
*'m//u//
'^?mu^//
'///
PATHESCOPE PRODUCTIONS
S»0 FIFTH AVENUE. NEW YORK )», N. Y.
PIAZA 7-5J0O
Scene fyiiin the new Hniniltun film
Giant Watch Mechanism Film Star
♦ A 7i/„-loot plexiglass model of
a Hamilton wristwatch mecha-
nism plays the stellar role in the
non-technical I6nmi color and
sound motion picture How a
Watih Works, produced recently
tor the Hamilton Watch Co. The
huge model is an actual working
precision time piece containing
most of the parts to be found in
any wristwatch. The works are
uncased so that they may be ob-
served in operation.
Salewise, the company is gaining
multiple usefulness from the out-
size model. It is showing the mo-
tion picture, often with local jew-
eler sponsorship, before men's
clubs, hobby groups, schools and
the staffs of retail jewelers. In ad-
dition, the model is being dis-
played in the company offices at
Lancaster. Pa., and will become a
powerful attention-getter when ex-
hibited at trade shows throughout
the company's 1950 schedule.
The 16mm sound motion pic-
ture was produced by The Jam
Handy Organization.
Steel Construction Story Filmed
♦ The narrative ol the growth of
a building contractor's business
tells the story of the steel construc-
tion industry in the 25-minute,
16mm color motion picture Build
With Steel, produced recently by
.\rgo Films.
Prepared for the American In-
stitute of Steel Construction, New
York, by Hill and Knowlton, Inc.,
public relations counsel, and su-
pervised by Film Counselors, Inc.,
this picture depicts modern fire
protection, safety, strength and
other features of steel. It also
shows scenes of the fabrication
and erection processes as prac-
ticed by modern builders today.
Ray Ballard to Vogue-Wright
4 Ray Ballard, well-known as a
film writer, director and sales
counsellor, has joined the Films
Division of Voglk-Wright .Stu-
dios in Chicago.
B U
SINESS SCREEN MAGAZINE
Chicago lAVA Members
At+end Telephone Showing
♦ Chicago nicnibcis of thi
Industrial AiidioXisual Asso-
ciation had ihc oppoi tiinitx to
see how the Illinois Bell Tele
phone Co. uses films in its
safe motor \ehicle operation
program at its meeting De-
cember 12. ]. E. Powers of the
telephone compain acted as
meeting chairnian, and the
same type of program Asas pre-
sented as that given for Illi-
nois Bell employees.
A talk on "Defensive Driv-
ing" opened the program and
was followed by a showing ol
the film You're Drnitig 90
Horses, which was produced
b\ the New Jersey Bell Tele
phone Co. It was explained
that the film A Miracle of
Paradise I'alley usually fol-
lowed the talk, but since the
group had already seen that
film, the other was shown.
In connection with these
films, drivers of Plant Depart-
ment vehicles are given reac-
tion time and braking distance
tests which make them realize
the actual amount of t'me and
space it takes for a dri\er to
bring his car to a dead stop
after he has been confronted
with a stop signal. Telephone
safety men are conx inced that
the program has increased
driving efficiency and lowered
the accident rate.
A supper recess was fol
lowed by a screening of the
picture For Your Benefit, a
film produced by Wilding Pic
ture Productions, Inc. for the
American Telephone and
Telegraph Co., which deals
with the Bell system pension
and benefit plan.
New England Sales Execs
Hear Visual Aids Talks
♦ "How Visual Aids Can
Help .Sell More Effectively"
was the subject of the pro-
I gram of the Eleventh Xevi
I England Sales Management
Conference sponsored b\ the
Boston Chamber of Commerce
I and held January 13 and 14.
I Two t\pes of displays were
' featured at the conference in
' eluding those of visual aids
used by sales managers for
I more effective selling and
those of visual aids commer-
cially available for training in
I more effective selling.
I Speakers included Julien
Bryan and Dr. Louis Good-
man, New York Citv.
New Low Cost Tape Recorder
Offers These Great Advantages
ONLY
MODEL 730
TJke jSew
AMPRO
Comoination
MAGNETIC TAPE RECORDER
AND PLAYBACK UNIT
LOWEST FIRST COST!
Compare the record-breaking low price
of this new Ampro Recorder with ony
other on the market today. Priced at only
$94.50, complete ... it compares favor-
ably with units selling for much more
money!
LIGHTEST, MOST COMPACT!
The basicolly new design of this new re-
corder reduces bulk and weight to almost
Vi of conventional models! It weighs only
15 pounds and measures only 8?'a" x 8"
X 12"
GREATEST OPERATING
ECONOMY!
Because of its slow recording speed and
its "dual track" recording system, this new
Ampro unit will record a full 2 hour pro-
gram on one 7" reel! Almost twice as much
recorded material on each reel of tape as
compared to conventional recorders.
SIMPLEST TO OPERATE!
A child can operate this new rape recorder
, , , it is that easy! Operation has been
reduced to its simplest terms, uncluttered
by costly "gadgets" that merely confuse
the operator.
Designed, built and
guaranteed by AMPRO
... a name famous for fine craftsmanship
in the design and manufacture of precision
cine and sound equipment for more than
20 years.
RECORDS 2 FULL HOURS on
ONE STANDARD 7" REEL . . . WEIGHS
ONLY 15 POUNDS!
Modern business men will find scores of time and money- saving uses
for tfiis new low cost Ampro Tape Recorder and Playback. It is p«r-
fen for recording conferences and sales meetings . . . rehearsmg speeches
. . . diaating long reports . . . training sales personnel . . . making sales
presentations and many other important business tasks. Exclusive fea-
tures include: Slou recording speed which puts almost twice as much
recorded material on each reel; Fast Forward Skip lets you skip to the
middle or end of a reel to hear certain recorded sequences; an Audio-
monitoring system enables you to hear what is being recorded while it
is being recorded . . . plus a host of other important features. Its simpli-
fied operation and low operating cost make it a perfect business tool.
Best of all. its low first cost puts
it within range of even the most
modest budgetsi
for illttslruted folder giving com-
plete details and specifications on
this new loir cost Ampro Tape
Recorder.
•Traifc M«rk Bes U. S. Pat. Off.
es2S0
AMPRO CORPORATION
2335 N. Western Ave., Chicogo 18, Illlnoii
Gefitlemen;
Pleose send me full details on the new low cost, ligSt
weight Amoro Tap« Recorder
WRITE FOR COMPLETE FREE LIST OF FILM GUIDE LIBR.\RY EDITIONS
• Manv useful reference publications are available & Welfare, Sound Slidefilm Guides; Projectionist's
to Business Screen readers in tfie growing Film
Guide Library which includes Safety, Sports. Health
Handbooks, etc. Write todav for complete free list,
812 N. Dearborn Street, Chicago 10, Illinois.
NUMBER I . VOLUME
19 5 0
33
Bell & Howell President Honored
By Junior Chamber of Commerce
♦ One ot the "Ten Outstanding
Young Men of ihe Nation" during
1949, chosen by the United States
Junior Chamber of Commerce, is
Charles H. Percy, 30, president
of Bell & Howell, Chicago, pho-
tographic equipment manufactur-
ers. The only businessman chosen
this year to receive the award, he
was presented with the Distin-
guished Service Award Key and
Scroll of Honor by Paul G. Hoff-
man, ECA administrator, at an
award banquet held at Peoria, 111..
January 21.
Mr. Percy was nominated joint-
ly for the award, which is pre-
sented annually to ten men be-
tween the ages of 21 and 3G "who
have won outstanding success in
their fields and have advanced the
welfare of the people on a national
level," by the Junior Chambers of
Commerce of Evanston, 111. and
Chicago. They also named him
the outstanding young man ot the
city of Chicago and the city of
Evanston for the year 1949.
SALES TRAINING
346 Dealers and Salesmen Graduate
from Kodak Sales Training Center
♦ During 1949 a lotal of 346 Ko-
dak dealers and salesmen were
graduated from the Eastman Ko-
dak Co.'s Sales Training Center
at Rochester, N. Y.
The center is operated to give
persons selling Kodak products
a better understanding of their
manufacture and operation. Be-
sides lectures, demonstrations and
group discussions, cnrollces are
shown through the Kodak fac-
tories at Rochester.
Nineteen groups representing
41 States attended the school in
1949. Many dealers enrolled in a
special 5 -day summer session
which was made available for
those too busy to attend the long-
er courses.
34
Visual Programs to Build Sales
Sales Training Slidefllm Shown by
National Retail Furniture .Association
♦ Specifically designed to im-
pro\e salesmanship and to in-
crease retail sales in the home
furnishings field. Inside Story, a
color, 35mm sound slidefilm, has
been produced by the National
Retail Furniture Association in
cooperation with the Masonite
Corporation. This brings to 16
the number of films produced by
the Association in the last two
years.
The new film tells the story of
how hardboard is used in the
manufacture of high-grade furni-
ture, and how salesmen can put
this knowledge to use in selling
their products.
The sales training film series,
already used by 8900 members of
the .Association, has been inte-
grated into the salesmanship
courses of high schools and col-
leges throughout the United States,
ihe Associ.ition has announced.
Drug Store Operators Now Use
Films for Business Training Sessions
♦ Films aie now making possible
a business training course for drug
store operators by means of a
series of film training sessions
s])onsored by industry and super-
\ised by the .\merican Drug Store
Business Training Advisory Com-
mittee of the Brooklvn College of
Pharmacy of Long Island Univer-
sity, Ne^v York, and the City Col-
lege .School of Business, New York.
The program is known as the
bkippy Peanut Butier
Lincoln Motor Cars
Johnson Ji; Johnson
Lustre Creme
Chesebrough Vaseline
Bond Clothes
Bond Shoes
Polaroid Filters
Swansdo\vn Cake
All recently made Ir
LOUCI^^ORLING
245 WEST SS"""" ST.
MOTION PICTURES
NEW YORK CITY
SLIDE FILMS
SINCE 19:)
J
.liiuiudti Urtig Store Biisitiess
Training Series.
The Schering Corp., Bloomliekl,
N.J., manufacturers of hormones,
antihistamines and other pharma-
ceutical products, is sponsoring
the session on Professional Promo-
tion, which has been contracted
for as part of the series. Each
session of the series will be a self-
contained "package" unit includ-
ing a color sound slidefilm pro-
duced by Frederic House, New
York, an 8-page take-home booklet
for reference, a meeting leader's
guide for planning the sessions,
and a written follow-up quizz.
The series, which is the product
of research and consultation with
members of the state and metro-
politan pharmaceutical associa-
tions, educators, and businessmen,
will include the topics of Retail
Salesmanship, Accounting and Fi-
7iancial Control, Merchandising,
Professional Promotion, Window
and Interior Display, Layout andi
Modernization, Departmentaliza-
tion, Prescription Department,
Proprietary Department, Cosmet-
i(S and Toiletries Department,
Baby Goods Department and The
Fountain.
The training sessions will be
used by members of State and
metropolitan pharmaceutical asso-
ciations, and many of them have
already accepted the series as theiri
official business training program.
Sarra's New Slidefilm for Sealy, Inc.
♦ To acquaint sales personnel in
the nation's furniture stores withi
the sales features of the Sealy Or-
thopedic Firm-O-Rest mattress,
Sealy Incorporated, of Chicago,
is producing a 15-minute sound 1
slidefilm via Sarra, Inc. The filmi
will be shown at retail dealer store e
meetings and will show the con-:
struction, design and other sales!
points of the mattress.
Production of the film is underi
the supervision of J. R. Lawrence,-
executive vice-president, and J. F. '
Zarish, sales and merchandising,
manager, of Sealy Incorporated. It
will be imder the direction of
Harry W. Lange, Sarra production
manager, and the script will be
developed by Helen Krupka of
the Sarra scenario staff.
Plastics Show Slated for Chicago
♦ Films will jilay an important
part in the display of more than
100 case histories of the industrial
and commercial uses of plastics to
be shown by the Society of the
Plastics Industry during the Na-
tional Plastics Exposition at Chi-
cago's Navy Pier, March 28 to 31.
USINESS SCREEN MAGAZI
-j
United World Films Elects Eiies
♦ Election of Erwin H. Ezzes to
a vice-presidency and directorship
of Universal Pictures' I6niin sub-
sidiary, UiVrrtD World Films, was
announced recently. He was for-
merlv sales manager of the com-
pan\'s Eniertaiiunent Films Divi-
sion, and has been with the coni-
panv since 1946.
Bruce Henry Will Free Lance
♦ Bruce Henr\ has recently es-
tablished himself as a free lance
picture writer with a studio at
141(5 N. Wells St., Chicago. For-
merlv on the creative staffs of
Wilding Picture Productions and
Jam Handy, he has done scripts
for the leading automobile, rub-
Brlce Hi:-nrv
ber. and electrical equipment
I companies as well as for oil com-
panies, the University of Chicago,
the United States Department of
Agriculture, and others.
Presently connected with Tele-
casting Counselors and Producers,
Inc., and Transanimation Produc-
tions, Mr. Henry recently worked
on By Jupiter, a courtesy film pro-
duced for Marshall Field & Co.,
Chicago, and Last Date, a dri\ing
safety picture.
S.O.S. Sells Fllmcraft Equipment
♦ .\fter almost 50 years of con-
tinuous operation, the Filmcr.\ft
Studio in the Bronx has been dis-
mantled and will no longer be
used as a film production center.
Originally known as the Edison
Studio, the six story block long
building has been used by many of
the eaih movie companies, as
Columl)ia, .\udio. Sound .Masters
and many others in recent times.
Hundreds of Mills Industries'
Soundies were made at Filmcrafi
in the early '40's.
For several years, J. .\. T.an.nev,
head of S.O.S. Cinema Supply
Corp. has handled the property
for the Mills interests, but with no
suitable lessee in sight, the motion
picture equipment has been re-
mo\ed to S.O.S. warehouses and
is now being offered for sale.
Fox Movietone has purchased
most of the drops, props, back-
grounds and sets, but hundreds of
spotlights, dimmers, dollies, lamps,
jacks, background projectors, cam-
eras, selsyns, playbacks, booms, etc.
remain to be sold.
Ruby Provides Service Facility
♦ Ruby EDnoRi.\L Service, Inc.
is now operating a new editorial
cutting room service for motion
picture and television production.
Working closely in conjunction
with the Rubv organization which
has long been a fixture in the cen-
trallv located film building, the
new service provides air condi-
tioned, sound proofed rooms with
moviola, hot splicers and other
editing equipment in every de-
tail. .\lso available on the prem-
ises are facilities for film storage
and projection, including 16 and
35mm and interlock. Nothing has
been left undone to give the pro-
ducer and editor every conven-
ience. Telephones in the editorial
rooms connect through a switch-
board ser* ice so that constant con-
tact may be maintained at all
times.
Cutting rooms are available on
dailv, weekly, month!) and longer
terms. Out of town producers may
obtain complete production
equipment such as cameras, lights,
sound recording, laboratory, pro-
jection and storage. The new
company aims to provide every bit
of necessary equipment and serv-
ice for professional film pro-
ducers, advertisers, agencies and
T\' broadcasters.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment for
lEmm & 35mm
cameras
Animation Equipment .
MOTORS for
Cine Special. Maurer
and Bolei Cameras
LENS COATING
*j-V^.-/-ii^'vii^ ■--
John C/emens — Erwin Horwood
NATIONAL CINE EQUIPMENT
INC.
20 WEST 22nd ST., NEW YORK 10, N.Y
RCNTAIS — SALES
— SERVICE
Eyemo, Mitchell,
Bell & Howell, Wall,
Cine Special Cameras
Bauscii & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
DOi:S IT AGAIN!
SYNCHRONIZED MAGNETIC TAPE
IfVi-e Proved it Possible — .\oif it's Practical
Record "■Lip-Sync" sound with your present Tape
equipinent. ANY professional Magnetic Tape Recorder
can be modified for less than §300.00 to perform this
function. Laboratories in New York, Chicago, Los
Angeles, and Ottawa are now equipped to re-record
vour Tape Sound to Film
TOP QU.\LITY — LOW COST — F.AST SERVICE
ir'rife "5vnc" for interesting details
RANGERTONE, I N C. ;|^^^™^?^ !^^^^^
Tor Belter Attention;
seat them comfortably in
AMERICAN ALL-PURPOSE FOLDING CHAIRS
American Folding Chairs provide the
ideal seating for employee meetings,
film exhibitions, cafeterias and din-
ing rooms. These attract ive.fcnnom-
ical chairs are shaped for comfort.
Built strong and sturdy to give
Tou years of service, they are also
safe — can't tip over in use. No
snagging or pinching hazards. Fold
quickJv, (juietly. I^ight and com-
pact, easT to carrv and store.
To make sure vou get top value in
folding chairs and all types of pub-
lic seating, insist on products of the
American Seating Company. \i rite
us todav about your needs. Dept. A.
American Folding Chair No. 44
Five-pl> iirea-rerin-t)f.nded hjr.l%.ood s«-al.
durably lacquered. TrianiTular. reinforrtrd tubu-
lar stee! frame; solid-steel croee braces. Dipped
baked-enamel 6ni<^h. Replaceable rubber feet.
American Folding Choir No. 43
ha* ^atne lice con*irucii>in
feature§. but with formed
^leel seal- \o. 47. also
available, ha» scat and back
uphoUiered with high-
grade brown imilatinn
leather.
d Ropidi 2. Mkh. • Branch Offkei and Dn ' - - - ■ '--
WORLD'S LEADER IN PUBLIC SEATING
- - ■ .m. School, Clwrch. TroB '-'
, Choirs
NUMBER I * VOLUME II * 1950
35
THE NEW FILMS
Johnson & Son Color Slidefllms
To Train Floor Maintenance Crews
♦ To insmu l ni.uiuin.uuc super-
visors and nuiinteiiance crew men
in large insiitiuions how to care
properly for floors and floor cover-
ings, Fads About Floor Care, a
new two-pan sound slidefilni has
been produced in color lor S. C.
Johnson & Son, Inc., Racine, Wis.,
makers of Johnson's wax.
The film shows the proper
methods and materials to use in
cleaning and maintaining differ-
ent types of floor co\erings. Part
I deals with asphalt and rubber
tile floors, describing in detail the
"dos" and "don'ts" of floor wax-
ing and cleaning. Part II explains
the care of wood flooring. Special
attention is devoted to the mainte-
nance of wooden gyimiasiiun
floors.
.\ Johnson representative is
present at all showings of the
slidefilni to answer questions and
personally demonstrate the opera-
tions illustrated in the pictures.
* * #
Bates Fabrics Shows Consumers
"Facts on Fabrics and Fashion"
♦ A color film designed to stimu-
late interest in fabrics and home
sewing has recently been com-
pleted by Bates Fabrics, Inc. It is
titled Facts on Fabrics and Fash-
ion, and comes with an accordion
folder containing a swatch of the
fabrics shown in the film. These
can be used as display, or as visual
aid in teaching fabric textures.
This picture, narrated by radio-
television announcer Hugh James,
is considered to be an aid in teach-
ing sewing and in training sales
people, besides being a fashion
guide for housewives. Its story
goes into the making of fine fab-
rics as well as showing their uses.
Facts on Fabrics and Fashion
will be sent free on request, and
fits any standard 16mm sound mo-
tion picture projector. Its run-
ning time is 23 minutes.
Below: A scene from the new Bales
color film on fabrics and fashion.
Color Film Features Terry Toweling
♦ Because extensive research in
retail stores proved that many
salespersons had little or no train-
ing in the importance of related
colors in selling towels, the film
// Pays to Know Terry was pro-
duced by the Pathescope Co. of
.\merica. Inc., New York, for
Fieldcrest Mills, makers of terry
towels for Marshall Field and Co.,
Inc., Chicago.
This new 12-miniue color slide-
film presents the technical and
historical background of towel
manufacturing in a light, interest-
ing way and also dramatizes a few
of the rights and wrongs of sales
technique. Showings of the film
are scheduled in stores which
handle the Fieldcrest products,
and will be shown by Fieldcrest
representatives at store meetings
arranged for that purpose through
store training directors and buyers.
Jam Handy Organization Completes
"How-To-Do-lt" Benchwork Series
♦ fell new "how lo do it" slide-
films have recently been released
by the Jam Handy Organization
for benchwork training in indus-
try and education. Use of the
discussional t)pe series saves time
for the instructor and supplements
his explanations and discussions
of tools, equipment, procedures
and methods.
The subjects covered include
Hand Tools: Hand and Power
Hack-Saxvs; Drills and Drilling:
Reaming, Tapping and Thread-
ing: Finishing Rough Castings:
Scraping: Rivets and Riveting;
Layout Tools and Measuring In-
struments: Layout Work, Part I,
and Layout Work, Part //.
Information concerning these
films can be obtained from the
company's School Service Depart-
ment, Detroit, Mich.
Simply -"^^ A Big Idea"
• Ford had a big idea . . . and they told us about
it . . . and we thought it was good. Their idea
was based on the conception that "Tomorrow's
sales are built on the good will created today".
The management of the Ford Motor Company
feels that the impression created by Ford as a
company is as important to its future as the im-
pression created by Ford automobiles.
A vital part of the program to strengthen the
good will of the public toward Ford is the spon-
sorship of entertainment films for general distri-
bution. The millions of Americans who view
these non-commercial films each year can see
that Ford has an interest in the public which
goes far beyond the problems of current compe-
tition.
The latest MPO production for Ford, "Yellow-
stone National Park", now being distributed
throughout the United States to schools, churches,
men's clubs and women's clubs, is just one more
step toward public acceptance of a large organi-
zation with an awareness of its social responsi-
bility. MPO Productions is proud of its part in
helping Ford to carry out this big idea.
MPO
PRODUCTIONS, INC.
342 M.iDISON .4VE., NEW YORK, N.Y.
Story of American Air Power Told
In Film Produced for Air Force
♦ Air Piiwti, an IS-minute black
and white motion picture narrated
by Lowell Thomas, has been pro-
duced recently for the United
States Air Force by Sound Masters,
Inc.
The theme of the picture, which
is gauged for screening before all
age groups, is the build-up of
American air power from a tacti-
cal supporting role in World War
I to an important strategic force
in World War II. It endea\ors to
bring about American thinking to
a receptivity of the importance of
air power in American military
strategy.
I6miri prints will be sold
through Castle Films, Inc., the
contractual agency for the U.S.
Office of Education, or may be
borrowed for all non-profitable
screenings through local Area
Control film libraries. Inquiries
should be addressed to the Public
Information Officer at the follow-
ing headquarters: Middletown Air
Materiel Area, Olmsted AFB,
Middletown, Pa.: Mobile Air Ma-
teriel Area, Brookley AFB, Ala.;
Ogden Air Materiel Area, Hill
AFB, Ogden, Utah: Oklahoma
City Air Materiel Area, Tinker
AFB. Oklahoma City, Okla.; Sac-
ramento Air Materiel Area, Mc-
Clellan AFB, San Antonio, Tex.;
San Antonio Air Materiel Area,
Kelly AFB, San Antonio, Tex.,
and Warner Robins Air Materiel
Area, Robins AFB, Ga.
U.S. Air Forces Take Delivery On
Two Pathescope Training Films
♦ The United States Air Force
has taken delivery of two new in-
service training films produced on i
contract by the Pathescope Com
PANY.
One, titled D-1 Remote Control t
Turret System, covers the opera-
tion and maintenance of the gun-
nery system on B-50 aircraft. It is
a six-reel film, photographed at i
Davis-Monthan .-Vir Force Base
near Tucson, Arizona.
The second film, 35 minutes in
length, is Air Weather Sewice,
which describes how weather data
are collected, charted, analyzed
and interpreted. High point of
the film, most of which was photo-
graphed at Stewart Air Force Base,
in upstate New York, is a sequence
showing a B-29 of a Weather
Reconnaissance Squadron flying
out to locate, track and record
data from the very center of a ;
hurricane.
These Air Force films are not :
available to the general pidjlic.
BUSINESS SCREEN MAGAZINE
i
Holcombe Parkes Is New Executive
/!ce-Presldent of Apex Films Corp.
# Hou:i>MBt Parkfs, foruierK
licc-picsiilfiil in charge of public
rt'huioiis for ihc National Associa-
tion of Manufacturers, resigned
that position recently to become
executive vice-president of the
Apex Film Corporation, Los An-
geles. Now he will apply his 30
Holcombe Parkes
yeai^ of experience in the public
relations field to the production of
conuiiercial and public relations
films for .\pex.
Mr. Parkes, ^vho maintains of-
fices in New \'ork and Los .An-
geles, began his career as a jour-
nalist before World War I, and
has edited two trade publications.
He has also had wide experience
in the public relations and pub-
licitv fields, connected mostly with
the .\merican railroads until he
joined the staff of the National
Association of Manufacturers.
Just prior to his X.Wf appoint-
ment, Mr. Parkes was appointed
assistant to the president of the
Southern Railway System, with
headquarters at \V'ashington.
Later he was elected secretary of
the Southeastern Presidents Con-
ference.
Reid H. Ray Shidios Holds
Annual Field Sales Conference
♦ -\ prize contest for 1950 was an-
I nounced at the annual sales con-
ference of Reid H. Rav Film 1n-
DisTRiEs, St. Paul. Minn., recently,
and Lon Eichten was presented
with a motion picture camera as a
token of his company's apprecia-
I tion for his exceptional sales per-
I formance during 1949. President
I Reid H. Ray congratulated the
sales force for the increased sales
effected by them in 1949. and
Gene Pruttis, Montana representa-
tive, recei\ed a cash award for his
pioneering work in a new terri-
tory.
New .-^nsco and I'echnicolor
productions were projected at the
three-day conference, and the com-
pany announced plans to produce
(olor films in greater volume in l
the next \ear. .Mr. Ray annoiniced
that more than a million feet of
color had been released in 1949.
He also gave the salesmen a pre-
view of a new color process which
the Ray studios have been testing
exhaustively for months.
• • •
Holleran Joins Atlas Films Staff
♦ In line with its plans for ex-
pansion, the .\ti_\s Film Corpor.\-
TION recently announced appoint-
ment of J. Vinson Holler.\.n as
sales representative for \\'ashing-
ton, D.C., Pittsburgh, Philadel-
phia, and Baltimore.
Mr. Holleran, who has consid-
erable selling experience in the
film field, will have offices in
Washington.
• * *
Bill Sturm Opens New York Studio
For Film and Animation Production
♦ A new production studio for
making commercial and educa-
tional motion pictures and film
slides, and for animation, has
opened recently in New York as
Bill Sturm Studios, Lnc.
Crestes Calpini, creative artist
and former president of the Screen
Cartoonists Guild, is another
member of the firm, as well as
.\lbert D. Hecht, former account
executi\e for such T\' film ac-
counts as Botany ^fills, Luckv
Strike and Sheffield Dairies.
• • •
D. H. Lion Joins Fletcher Smith, Inc.
♦ David H. Lion has recently re
signed his position as vice-presi-
dent of Spectrolux Television
Corp. to join the staff of the
Fletcher S.mith Studios, Inc.,
New York.
Another
by MODE-ART
How .\iiierica mines the minerals from beneath
her rich land by modern, mechanized mining is
the subject of four memorable motion pietiires
recently completed by Mode--\rt for the Joy Man-
ufacturing Company. They are:
Axivane Fans Sulmet Tungsten Carbide Bits
Hard Rock Mechanized Mining Trackless Mining in Coal
Photographing most of the footage under-
ground in color was a challenge which Mode-Art
met in its stride.
MODE-ART PICTURES
INC.
1022 Forbes Street Pittsburgh, Pa.
One of the most complete
industrial studios in the country
READ BY LEADER.S IN BUSINESS & INDUSTRY
concerned with the problems
and progress of audio-visual
communications. Full annual
subscription only §3.00. Or-
der today at Chicago 10, 111.
Each new issue of Business
Screen is delivered to adver-
tising, sales, public relations,
and training executives within
business and industrv who are
E. R. Squibb & Sons, General Motors Corporotion, Davis &
Geek, Allegheny Ludlum Steel Corporation, U. S. Air Force,
Miller Printing Machinery Co., Mode-Art Pictures, American
Film Producers and Fordel Film Laboratories are but a few
of the organizations which, in 1949, joined the growing list
of clients who have employed us to plan and write more
than 175 motion pictures.
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BLDG. -^ 930 F STREET NW -^ WASHINGTON 4, D.C. -^
EXECUTIVE 5941
NUMBER
VOLUME II
37
Business Screen
tmm\
[oHN C:. Kennan
John C. Kennan Named Sales Head
of Society for Visual Education, Inc.
♦ Appointment of John C. Ken-
nan, foimcr staff member of the
University of Clhicago and director
of tile E\ans Scholars toiiiiclation.
as vice-|5rc'siclcnt and director of
sales for the Socjetv for Visual
Education. Inc., Chicago, was an-
nounced recently by William H.
Garvey, Jr., president of SVE. Mr.
Kennan assumes his post after
four years as executive vice-presi-
dent of the E\ans Foundation and
the Western Golf Association. The
Foundation provides full tuition
scholarships to universities
throughout the country.
Mr. Kennan has become well-
known for his application of the
principles of visual education (o
the problems of recruiting and
training young men as golf cad-
dies. He was responsible for the
preparation and production of the
motion picture Honor Caddie
which includes Bob Hope and
Bing Crosby in its cast. The film
is said to have revolutionized golf
caddie recruiting and training
methods, and recei\ed serious con-
sideration from the Academy of
Motion Picture ,\rts and Sciences
for annual honors.
Westinghouse Appoints Cheney
as Milwaukee Lamp Sales Mgr.
♦ I he appointment of Ralph R.
Cheney as manager of a newlv
created Milwaukee Lamp Sales
Division of the Westinghouse
Electric Corp., Lamp Division,
was announced recently.
Mr. Cheney has been with Wes-
tinghouse since 1926 and has
worked as Chicago Metropolitan
manager since 1944.
38
Bausch & Lomb Optical Co. Elects
Herbert Eiesenhart Board Chairman
♦ Election of M. Herbert Eisen-
HART as Chairman of the Board of
the Bausch & Lomb Optical Co.
and election of other officers was
annoiMiced recently by the com-
pany's Board of Directors. Mr.
Eisenhart had been president of
ihe company since 1935.
Presidency of Bausch & Lomb
is now filled by Joseph F. Tav-
L(JR. former vice president and
treasurer, \v'ho entered the com-
panx's employ as an errand boy in
1910. William W. McQuilkin,
who joined the firm as legal coun-
sel in 1938, and who has been
assistant treasurer since 1947, will
replace Mr. Taylor as treasurer.
Kolograph Corp. Changes Name
♦ rile Kolograph Corp.. Chicago,
manufacturer of the Kolograph
sound projector, has changed its
corporate name to the National
Sound Projector Corp. The
name change is simultaneous witli
the movement of the company's
factory from Indianapolis to 8044
N. Ridgeway Ave., Skokie, 111. The
move is said to result in better
coordination of sales and manu-
facturing.
The National Sound Projector
Corp. will continue to manufac-
ture the intermittent sprocket, and
will assume repairs and maintain
the one-year guarantee on the
Kolograph model projectors now
in the field.
Officers of the corporation are:
Paul H. Smythe, president;
George N. Jes.sen, vice-president,
and Newton K. Wesle'S'. secretary-
treasurer.
= May we serve you?
We'd be pleased fo screen
some of our latest produc-
tions for you. No obligation.
IMC. NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
T. Kevin Mallen
T. Kevin Mallen Promoted at Ampex
♦ Ampex Electric Corp., manu-
facturers of the Ampex magnetic
tape recorder, recently announced
the appointment of T. Kevin
Mallen as general manager. Mr.
Mallen had formerly been vice-
president of Ampex.
Before joining the .\mpex staff,
he had been general manager in
charge of all eastern operations
from Hawaii to India for the In-
ternational Business Machines
Corp. During the war, he served
with an Air Commando Group in
the China-Burma-India theatre
and with the War Department
General Staff in Washington.
# * #
Paul A. Barbee Heads Industrial
Sales Division for Eastman Kodak
♦ The appointment of P.\UL A.
Barbee as manager of Eastman
Kodak Co.'s industrial photo-
graphic sales division was an-
nounced recently by James E. Mc-
Ghee, vice president and general
sales manager. Mr. Barbee has
worked for Kodak since 1934, and
in 1939 was placed in charge of the
35min professional motion picture
lilm operations in that depart-
ment. He joined the staff of the
newly-organized industrial photo-
graphic sales diyision in March,
1946, after his return from service
in ihe Navy during the war.
* * #
Radiant Appoints Asst. Sales Mgr.
♦ Radiant .Mi g. Corp., Chicago,
projection screen manufacturer,
recently announced the appoint-
ment of Gilbert K. Golden as as-
sistant sales manager of the firm.
.Mr. Golden's a]3poiiument
comes as part of an enlargement
of the Radiant sales department.
He has had many years of experi-
ence in the manufacturing field,
and has a background in advertis-
ing and selling activities.
BUSINESS SCREEN MAGAZINEI
BUSINESS SCREEN REFERENCE SHELF
No. 1. Book, 592 pages, 123 illus-
trations, 30 tables: 16mm Sound
Motion Pictures, A Manual for
the Professional and the Amateur,
bv William H. Offenhauser, Jr.;
Interscieiice Publishers, Inc., New
York. Price SI 0.00.
• Heretofore, information about
liimm motion picture production
has been scattered throughout sci-
entific and industrial periodical
literature, but now, for the first
time, it is presented in a thor-
ough-going manual written by a
man who has had more than 20
years of experience as a physicist
and engineer in the 16mm indus-
try. This technical guide covers
such phases of 16mm production
as Emulsion Position Problems,
Cameras and Equipment, Sound
Recording, Editing, Storage, Pro-
cessing, Projection. Color, Indus-
trial .Applications, ajid Television.
No. 2. Catalog, 18 pages: General
Mills Film Catalog. 1949 to 1950.
No charge. General Mills, Inc.,
Film Librarv, 400 Second .\\enue
South. Minneapolis 1, Minn.
• .\n illustrated catalog which
describes films available from Gen-
eral Mills. It contains an index,
a general information section, and
listings of the films imder the
headings Educational Films and
General Mills Films. The inside
back cover carries a list of other
film sources such as public libra-
ries, corporations, etc., as well as a
list of other film catalogs.
No. 3. Booklet. 24 pages; 6y Films
for your American Opportunity
Program. 1949. 25c each. Cham-
ber of Commerce of the United
Slates, Washington 6. D.C.
• This booklet is prepared in
conjimction with the program of
the Chamber of Commerce of the
United States to help employers
and communities to explain the
-American economic svstem. .\s its
title implies, it lists and describes
65 16mm films which dramatize
.-\merican economic methods, and
which can be used to implement
the ".American Opportunity Pro-
gram" fostered by the Chamber.
In connection with the program,
a new film on the role of ad\ertis-
ing in the nation's economy will
be released in the coming year.
No. 4. Booklet, 12 pages; Storage
and Care of Kodak Color Films.
No charge. Sales Service Division,
Eastman Kodak Co., Rochester 4.
• Designed as a guide to help
photographers store their color
film before and after exposure,
this booklet covers protection of
the film in the original package,
after it has been opened and ex-
posed, and during storage after
processing. A special feature of
the booklet is that it is punched
for easv insertion into the Kodak
Photographic Notebook.
No. 5. Catalog; Through Gov-
ernment Lenses, December, 1949.
Price; S7.50. ^Vashington Com-
mercial Co.. 1200 Fifteenth St..
N.W.. Washington 5, D.C.
• In an effort to make the hun-
dreds of photographs taken by
United States government agencies
more readih a\ailable to users, a
loose-leaf catalog containing mini-
ature reproductions of 672 desir-
able photographs has been com-
piled. These reproductions are in-
dexed in more than 167 general
categories to facilitate ordering,
and the collection will be enlarged
from time to time. Supplemental
to this, Washington Conmiercial
offers a search and procurement
serxice for procuring go\ernment
black and white and color stills.
No. 6. Bulletin, (4 pages) : GoldE
Product Pointers. No charge.
GoldE, 1220 AV. Madison St., Chi-
cago 7, 111.
• .\n illustrated news bulletin
about GoldE projectors and other
jirojection equipment.
CONVENIENT READER REQUEST FORM
Please send me the following reference publications listed in my
current issue of Business Screen (check enclosed if priced):
n No. 1: 16mm Sound Book ($10) O ^'o. 4: Kodak Booklet (direct)
D No. 2: General Mills Films (free) C ^o. 5: Govt. Piclures ($7 jO)
□ No. 3: 65 .\merican Films (25c) Q No. 6: GoldE Bulletin (tree)
CHECK -VND MAIL TO BUSINESS SCREEN, 812 N. DEARBORN. CHICVGO 10
HOUSTON Color Laboratories
FILM STRIPS
ANSCO COLOR
FASTEST SERVICE LOWEST PRICE
HIGHEST QUALITY
OTHER
SERVICES
INCLUDE
ir Film Strip Masters,
■if 35mm copies from 35mm
•k or ^6 mm Motion Picture Films,
if 2 X 2 Color Copies
THE HOUSTON COLOR LABORATORIES
11807 West Olympic Boulevard
LOS ANGELES 25, CALIFORNIA
BRadshaw 24331
Cable: HOUSCORP
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
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■ SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-64
Fromes.
lis Volt AC 60 Cycle, Synchronous
Motor. Single Phase.
220 Volt AC 60 Cycle, 3 Phose, Syn-
chronous Motor.
.^nimanon itatort lor Cine Special. Maurer
and Mitefiell Cameras. Uoton for Boles and
Filmo Cameras. Time Lapte Equipment,
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 1 0, N. Y.
NUMBER I
VOLUME II
19 5 0
39
Men who make
Mtm^
I'Ai I. Aim V
Former N.B.C. Television Head
Joins William J. Ganz Company
♦ Paul Alley, who organized the
NBC Television fihii dc|5artmcni
six years ago and is best-known,
perhaps, as editor, writer antl com-
mentator o£ the original NBC
Television newsrcel, has joined
the William J. Ganz Company to
produce motion pictures.
Formerly a newspaper writer
and advertising man, .-Mley was
with the Ford Motor Company
when the Model "A" was the last
word in transportation, pioneer-
ing the showing of such early in-
dustrial films as Fording The Ln)-
coln Highway.
During the war, ,-\lley edited tlic
State Departmcnt-OWI distrib-
uted United Newsreel, interna-
tional film version of the current
radio Voice of America. Later he
moved to NBC-TV as Director ol
Film.
Starting with one film cutler,
Alley put on Television's first
newsreel, a 20 to 30 minute week-
ly show called The War As II
Happens. In 1944-1945, the Amer-
ican Television Society gave Alley
a special award: "In recognition
of the year's outstanding editing
of news films for television." With
the William J. Ganz Company he
will be television consullain and
in charge of jnoduction.
Roland Reed Appoints Eastern Rep
♦ Appointment of Georce E.
Pylkas, veteran motion picture
and creative contact man, as east-
ern sales manager for Roland
Reed Productions, Inc., Beverh
Hills, Calif., was announced re
cently.
Mr. Pylkas will have offices in
Detroit. He has had wide experi-
ence in commercial and industrial
production and distribution.
40
General Business Films Acquired
by Larry Gordon Studios, N.Y.
♦ GiMRAi Bi siNiss Films, Inc.,
one of the oldest concerns (con-
linuous operation since 1928) in
the connncrcial film business, has
been purchased by Television
Features, Inc. Division of Larry
Gordon Studios.
Under Mr. Gordon, now presi-
dent of General Business Films.
Otto H. Sutler has been appointed
executive vice-president. Francis
Lawton. Jr., former president, will
continue in an advisory capacity.
Under the new ownership. Gen-
eral Business Films will round out
Larry Gordon activities to cover
still photography, commercial mo-
lion pictures and slidcfilms, and
television commercials and fea-
tures.
General Business Films will re-
main in ils premises at 565 Filth
Avenue, New York.
UPA Opens Offices In New York
♦ New York offices were opened
recently by United Productions
OF America, producers of ani-
mated industrial, television and
entertainment films. Its main
studios are in Burbank, Calif.
The new offices are headed b\
Edward L. Gershmann, vice-presi-
dent and business manager of the
company. This expansion fol-
lowed a 25 percent increase in per-
sonnel to accommodate growing
business of the firm.
SALESMANSHIP has
been dead for 10 years!
1950 competition makes if imperative that manage-
ment take immediate steps to re-train salesmen to
again use aggressive selling tactics. To supply this
neecJ, Rockett Pictures has producecJ a hard hitting
1950 Series of eight Sound Slide Films titled, "AG-
GRESSIVE SELLING."
Designed for easy use by the executive, each film de-
livers complete training on its subject yet remains fully
integrated into the Series.
The titles are:
1. "The Sleeping Giant"— American
Salesmanship
2. "By-Passing Sales Resistance"
3. "The Attitude That Gets Business"
4. "What Do You Sell?"
5. "Are Prospects Really Different?"
6. "Pride in Price"
7. "Human Relations in Selling"
8. "Close Isn't Closed"
When may we arrange to screen the Series for you?
ROCKETT PICTURES, INC.
6063 SUNSET BOULEVARD • HOLLYWOOD 28, CALIF.
GRANITE 7131
Norman C. Lindquist Is Appoin+ecJ
TV Director at Atlas Film Corp.
♦ Norman C. Linoquisi, lor the
past two years television director
at the Malcolm-Howard .Adxertis-
ing Agency, Chicago, has been ap-
pointed director of television of
the Atlas Film Corporation,
Oak Park, 111.
He has a background of experi-
ence in producing and supervising
successful television shows and
commercials, as well as writing
and producing recruiting shows on
television for the U.S. Navy dur-
ing the war. He has also held a
supervisory position in the tele-
vision department of the Com-
monwealth Edison Co., Chicago,
where he assisted in planning and
organizing a video program whidi
was awarded the Chicago Fed-
erated .\dvertising Club's 1917
award for the best job of selling
by telecast.
Mr. Lindquist is a faculty mem-
bcr at DcPaul Unixersity, Chicago,
where he conducts the first accied-
iied television advertising course
to be offered in any university. He
is also a charter member of the
C:hicago Television Council, andi
lectures for the Chicago Federated
Advertising Club's annual adxer-i
tising course.
Former Navy Film Officer Now
Princeton Film Center Executive
♦ .\lan Brown, active in the pro
duction of official Navy films dur
ing the war, and previously em
ployed by the March of Time, has
recently been appointed \ice-presi
dent of the Princeton Film Cen
TER, Princeton, N.J. He will be
director of client relations, as well
as executive assistant to president
Gordon Knox.
Previous to his present appoint-
ment, Mr. Brown was Special .As-
sistant to the Secretary ol the
Navy, a post he held for three
years. He was on active duty with
I lie Navv for five vears during the
USINESS SCREEN MAGAZIN
:
\:iv, iiiiil in comicciion with his
nhcr motion jiicture duties, he
ictc'il ns Jiaison with civilian pro-
liuiTs who utu- iiiakini; piclurfs
'or ihc- \a\ \ .
Harry W. Lange, Production Mgr.
\t Sarra, Wins Safety Recognition
t l[.\u.K\ W. l.ANot, pioiluclion
nanagcr for Sarra, Inc., Chicago
ihn prtxliucrs, recently received
'ccognitioii lor his safety work in
onncciion with films. He was ap-
pointed to the Executive Commit-
[ec of the Woods Products Section
jf the National Safety Council.
Long associated with the Na-
tional Safety Council during his
25 years in photography, Mr.
Lange is a member of the .Amer-
ican Society of Safety Engineers
and has supervised the production
ind helped plan more than 60
RUBY
EDITORIAL
SERVICE, INC.
Complete film editorial facilities
for Motion Picture & Television
Production
SOrxDPROOF AIR-COXDITIONED
Private Editing Rooms
Modern Eqiipment For
Every Technical Require-
ment— 3.5 & 16mm
Rentals By Day, Week or Month
ALL NEW MOVIOLA EQUIPMENT
Equipment Available for
Off The Premise Rentals
729 — 7th .Ave., N.Y. at 49th St.
Tel.: Circle 5-5640
For 16mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
slidehhns and niulion pitltues pro-
duced for the Safety Council by
Sarra.
Mr. Lange has been production
nian.igcr at Sarra since 1938 when
he helped to establish and organ-
ize their film department. He is
also an active member of the So-
ciety of .Motion Picture Engineers.
Sarra Adds Arthur Ellis to Staff
♦ .\rthlr |. Ellis, a \eieran of
37 vears in motion pictures who
once worked with Thomas .\. Edi-
son on experiments with early
sound pictures, has been made a
director and film editor of motion
pictures and television films at
SARiiA, Inc. On the company's
Chicago staff. Mr, Ellis is now
editing several TV film series.
Dining his long career in mo-
tion picture production, Mr, Ellis
has spent 14 years in commercial
films, working for Jam Handy.
Wilding Pictures and Chicago
Film Studios,
Mr. Ellis has also edited and
directed films for Edison Studios,
Laskv-Famous Players and Metro-
Goldwyn-Mayer, and he super-
vised the editing department of
Paraiuount studios near Paris for
two \ears before entering commer-
cial fdnis in the mid-3n's.
Transfilm Opens Photo Studios
♦ Transfilm, Inc. has opened a
new photographic studio on the
third floor of 35 VV'est 45th Street
in New York.
Harry Trede will be in charge
of the studio, and Pall Petroff.
scenic designer, will be a perma-
nent member of the staff.
Besides the motion picture and
slidefdm activities of the Trans-
film organization, the new studio
is equipped to handle practicalh
every kind ol jjhotographic job,
still or motion, black and white
or color. The space available
allows the construction of large
sets to provide interior decorat-
ing and home furnishing illustra-
tions for advertising.
N EUM AD E
FILM RACKS
for EVERY
REQUIREMENT
RK-125
(awmacm
MAXIMUM STORAGE
MINIMUM EXPENSE
^'
FLOOR UNITS
Many models — any size — any capacity
for efficient film filing. Each reel held erect
in its place by curved, rigid steel rods. In-
dividual index cords. All steel construction.
End uprights of sturdy steel angles closed
with sheet metal. Baked-on enamel finish
is olive-gray.
SEPARATE LENGTHS
Ideal for your own cabinet, showcase,
bookcase, table, closet, etc. Same as used
in floor units. Supplied in any desired
length complete with drilled end mounting
brackets ready for use.
NEUMADE — the most complete line of 16mm aids; Reels,
Film Cabinets, Splicers, Tables, Cons, Cleaners, etc.
^sujunwda
PRODUCTS CORP.
330 W. 4 2 ST. NEW YORK 18, N. Y.
FILM LIBRARIES
//oiv fo fiyy iWore f/'/ms W\{\\qu{ Expanding Your Budget
Order PEERLESS FILM TREATMENT for your
library prints - to make them las! longer.
The money you will save on replacements will
enable you to buy additional films.
The one and only PEERLESS vapor-invacuum
process — proven tor 16 years - guards against
damage from projection. ..handling. ..extremes
ot temperature, humidity or dryness. PEERLESS-
trealed film does not absorb excess moisture
or projector oil, or invite dirt. What little dirt
there is remains on the surface, and cleans
off easily and thoroughly. Film runs smoothly
right from the start and projects better. Prints
need only one PEERLESS treatment - it lasts
permanently - and it is not expensive.
If some of your prints are not PEERLESS-
treated. you will receive prompt service from
our processing plants in New York and Holly-
wood and from over 25 OHicial PEERLESS
Licensees from coast to coast. Ask us which
is most convenient to you. And write for our
folder, "20 Questions on Film Protection".
More and more film libraries are insisting on
PEERLESS FILM TREATMENT. It keeps their
films in service longer.
■fff?lfii
EERLESS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 19, N. Y.
PROCESSING PLANTS IN NEW YORK AND HOLLYWOOD^
35m color PRINTS FROM 16m ORIGINALS
BY THE LARGEST INDEPENDENT OPTICAL PRINTING CONCERN
Top American and Foreign Producers turn to Cinema Research where each
job has the advantage of the finest equipment in the motion picture industry
plus the personal attention of our staff of experts.
Ofher Optical Services: Co/or or Black and White
• DISSOLVES, WIP^S • 16 to 35mm BLOWUPS
• TITLES, ANIMATION • 35 to 16mm REDUCTION
• ZOOMS, MONTAGES • 35 to 35mm MASTERS
• MAHE SHOTS ^^^^^^^ ^^^ • 16 to 16mm MASTERS
'^^^ V
A/^(VC/'V\VCk_ -, HU 2.74M
"fieinin^ the ftK*>ducet "
ILesearck co«f.
NUMBER I
VOLUME II • 1950
41
DUMONT. NEW JERSEY
Dumont 4-5698 - Studio Facilities in New York City
AUDIO-VISUAL PROJECIIOMS T S HANDBOOK
A complete 2-color graphic nient diagiams, film tare and
portfolio, plastic bound, con-
tains step-by-step lessons on
good film presentation, equip-
niainteiiance. Only $1.00 post-
paid from Business Screen,
Chicago 10, Illinois.
New Cine-Special Magazine
Offered by Par Products Corp.
♦ A Cinc-,Spccial 100-loot maga-
zine adaptation eciiiipped with a
light trap which opens automati-
cally when the him chamber door
is closed, and which can be re-
mo\ed cjuickly and easily with a
loss of only 18 inches of film, has
been announced by Par Products
Corp. (formerly Oliver Engineer-
ing Co., Inc.), Hollywood, Calif.
The magazine also provides easy
operation in reverse for backwind-
ing, and has a footage counter. Its
installation does not prevent the
normal use of the 100-foot film
chamber, and it can be used with
the Par offset reflex finder magni-
fier.
The film chamber may be re-
moved while the motor drive is in
plate, although the motor drive
can be detached to permit using
ihe spring drive if so desired. The
camera is operated at 24 frames
per second by a synchronous mo-
tor, and special motors can be
installed by the manufacturer on
request.
New Permanent Screen Material
♦ .\ new t\pe ot screen material
for permanent moimting has been
placed on the market by the Nu-
ScREEN Corp., 1501 Broadway,
New York.
Called Glascreen, the newly
developed material is made en-
tirely of Fiberglas and will not
stretch, shrink, rot or burn. It
will not turn yellow, and surface
stain mav easily be washed away
with a detergent and water.
Glascreen was recently installed
in the .Auditorium of the National
Geographic Society in Washing-
ton, and is being used in many of
the leading theatre chains. Be-
cause it is a weave of Fiberglas
threads, Glastreen permits plating
the speaker behind the screen for
more natural sound.
Glascreen cannot be used in a
portable roll-up mount, but must
be stretched on a rigid frame. The
material, obtainable directly from
the manufacturer, costs $3 per
square foot.
Movie-Mite Enters Magnetic Field
♦ The MoviE-MrrE Corp., Kan-
sas City, Mo., has entered the mag-
netic film field recently with a new
magnetic film recorder to be
known as the Magnefilm Re-
corder.
This new machine is precision
built, equipped with a synchro-
nous motor scaled for use with
1 6mm magnetic film. It can be
used by film producers, radio sta-
tions, and TV stations for high
fidelity location sovmd recording.
The complete unit is housed in
one case.
i
^A FEW SPECIALS FROM THE ^250,
^^^^ of the Film Industry's ONE
16 MR Solar Spots 2 KW Jr. with bulb, barndoors,
difTusers $ 87.50
2 KW Jr. with rolling stand, $104.50, 5 KW Sr.
with rolling stand 1 89.50
Complete 35mm Background Process Projection
outfit, rebuilt 4995.00
Eyemo Q. 6 lenses, motor, etc., good 1095.00
Neumade 16 35mm Automatic film cleaners
new 1 95.00
Cine Balowstar 1 'A" fl.3 lenses new 199.00
Art Reeves 35mm Galvanometer rebuilt 375.00
Cine Voice single system 16mm camera new. . 695.00
Bridgamatic 16mm developing machines new. 1595.00
16mm Projection Screen Moviolas new 300.00
. . . kr\6 many others — send us your list
of requirements
602W. 52ndST., N. Y. C.
Dept. Hd.
Since 1926 S.O.S. has
supplied leading iilm pro-
ducers with Studio, Cut-
ting Room and Laboratory
equipment. IN STCX:K —
Cameras, Lenses, Booms,
Bhmps, Dollies, Moviolas,
Recorders, Printers, Back-
ground Projectors, Proces-
sors, etc.. etc. — UNDER
ONE ROOF.
S.O.S. CINEMA SUPPLY CORP.
000 STOCK=
STOP STORE
FREE 'T^'*™*ff]
for the
Asking!
— listing over a thousand
"BETTER BUYS" in new and re-
built FILM PRODUCTION
EQUIPMENT. All lully guaran-
feed. The largest illustrated cat-
alog of its kind in the industry
— 88 pages chock full of better
buys --it will save you many
dollars. Ask for the Film Pro-
duction Equipment Catalog
(Sturelab BA).
New Magnetic Recording Lab
Opened by Minnesota M & M
♦ To pro\ide the motion picture
industry with on-the-spot techni-
cal service on magnetic recording
fihns and tapes which are being
used more and more by the in-
dustry, the Minnesota Mining j
AND Manufacturing Co., maker?
of "Scotch" sound recording tape,
opened a new research laboratory
in Hollywood recently.
The laboratory will also offer
technical ser\ ice on recording tape
_ for Pacific coast radio and I
television networks, recording ;
companies, and manufacturers
of tape recording ecjuipment. .
Robert Herr, chief physicist of f
the company's central researcii i
department will be in charge.
General Electric Slidefilm
Saves Industrial Power
♦ .V iie^v (icneral Electric
Company sound and color i
slidefilm titled Sittin' andi
Sdi'iii' is being used by GE
sales engineers to show indus-
trial plant engineers how to
use industrial capacitors to cut
power costs.
Free prints and showings
are made a\ailable on request
from district sales offices of
the company throughout the
country.
# # #
0\ER 10,000 tNDU.STRf.-\L
& BU.StXESS EXECUTIVES
RE.\n BUSINESS .SCREEN
42
BUSINESS SCREEN MAGAZINE
.
^^wimo
DaLile's 'Wiindt'vLite" Screen
DaLite Perfects New Screen for
Three-Dimensional Film Use
♦ All Lspcci.ilh processed metal-
lic-surface projection screen for
showing popularized stereo slides
has been developed recently by
the Da-Lite Screen Co., Chicago.
The new screen surface, called
Wonder-lite, is said to reflect and
intensify the light without de-
polarizing it, thus increasing the
brilliance of the picture.
The Wonder-Lite silver screen
comes in the DeLuxe Challenger
mounting and has a picture sur-
face measuring 40" x 40" or
50" X 50". It is an easily portable
tripod screen ^vhich hangs ab-
solutely Hat to prevent projec-
tion distortion. It is also suitable
for showing standard films, film-
strips and slides.
Bell & Howell Announces New Series
of Lenses for I6mnn Camera Line
♦ 1-uur leiists ol a new series ot
seven for 16mm motion picture
cameras have been announced
ready for deli\ery by the Bell S;
Howell Co., Chicago. The new-
series is built around the depar-
ture from the conventional 1-inch
step between focal lengths that
characterizes the usual series of
1-inch, 2-inch, 3-indi, 4-inch, (5
omitted) and 6-inch focal lengths.
Now there will be seven lenses
stepped in such a way as to main-
tain a constant degree of magnifi-
cation between them.
Focal lengths of the lenses of the
new series will be .7-inch, 1-inch,
1.4-inch, 2-inch, 2.8-inch, 4-inch,
and 5.6-inch. These are derived
by multiplying the increment bv a
gi\cn fixed figure to gain equal
magnification instead of adding
another increment as in the past.
The new lenses now available
are the .7-inch, 2-inch, 2.8-inch,
and the 4-inch. They ha\e T stop
calibrations, are equipped with
click-stops, are all in focusing
mount, and are Filmocoted.
Portable Slide File and Reel Chest
Are Announced by Brumberger
♦ To pro\ ide for clean, safe stor-
age of slides and film reels, a new
portable slide file and a handy
reel chest have been announced
by the Brumberger Co., Brooklyn,
N.Y. They have also brought out
a small-sized slide previewer and
an all-steel file for stereo slides
and \ie^ver.
The portable slide file contains
slots into which the slides fit and
a large file card in the lid of the
box for indexing the contents.
Xinnbered strips which correspond
with the file card help keep the
slides in their proper sequence.
The all-steel case, when closed, is
clasped shut by two snap locks,
and can be carried by a metal
liandle.
The film reel chest stores reels
or cans vertically, and is equipped
Bnimbergcr's Film Reel Chest
with a rustproof finger-tip control
which mo\es the selected reels for-
ward immediately.
Tiny enough to be slipped into
a pocket is the slide previewer
which is equipped with a 7-watt
bulb and a 6-loat electric cord. By
using this viewer, slides can be
previewed in an instant before
projection.
Two tiers for slide storage and
a dust-proof compartment for the
\iewer are the outstanding fea-
tures of the file for stereo slides
and \iewer. It is designed with the
business man who must carry his
slide presentations with him es-
pecially in mind.
.All of these items are made of
spot welded steel and finished in
gray, wrinkle-finish enamel.
* # *
Lowers Cost on Automatic Screens
♦ The Raulvni .\Ifg. Corp. has
recenth announced new low-cost
electricalh - operated projection
screens available in 16 sizes rang-
The new Brumberger portable
slide film is illustrated above.
ing from 6 x 8 to 20 x 20 feet.
The new type screen is a "Stand-
ard .Automatic" model in a light-
weight metal case. It is equipped
with a quiet, reversable .\C motor,
aluminmn screen roller and the
^vashable, flame-proof mildew-
proof \'yna-Flect screen fabric.
This "Radiant .Automatic" can
be con\eniently suspended from
the ceiling or moinited to walls,
and the manufacturers say it is
priced so that it is now possible to
specify an automatically operated
screen when the cost was formerly
prohibitive.
New "DeVryLite" Projector Models
Recently Announced for 1950
-A lightweight, versatile new
16mm sound motion picture pro-
jector, known as "Devrvlite,"
%vhich can be used for showing of
both 16mm sound and silent films
on either universal .AC or DC cur-
rent without conxerters, has been
annoimced recently for 1950 by
the De \rv Corpor.\tion, Chicago.
Three models of the new projec-
tor are axailable, one of which is
a single case type with built-in
amplifier, built-in, detachable 6-
inch Alnico \' permanent magnet
speaker and a pre\ iew screen. The
total weight of this model is only
31 pounds. The other models of
the De\ rylite are a dual case which
includes an 8-inch loudspeaker in
a separate case, and a combination
model which includes both the
built-in 6-inch loudspeaker and
the 8-inch loudspeaker in a sepa-
rate case.
.A new t\pe of sound system
which utilizes the newly developed
lead sulfide photo cell to scan the
film without the use of mirrors or
prisms reduces the distortion fac-
tor in the sound. With this new-
photo cell, a greater signal strength
is evident because it utilizes a
much greater portion of the light
ouiput of the extiter lamp.
The new Devrylite retains the
time-proved features of former
models, and also provides two in-
put jacks in the amplifier to accept
the connector plug of a micro-
phone and a phonograph pickup.
This permits using the equipment
alone as a public address svstern,
or adding musical background or
voice commentary to films.
* • •
Berndt-Bach Introduces Larger
Capacity 16mm Sound Camera
♦ Thirty-three minutes of contin-
uous "talking pictures" can be re-
corded on 1200 feet of film, single
s\stem, with the new ".Auricon
1200", the most recent nrodel of
.Auricon 16mm sound cameras to
be manufactured by the Berndt-
Bach Co., Los .Angeles.
Features of the quiet ".Auricon
1200" include a synchronous mo-
tor drive for the camera film-flow
and sound recording mechanism
with separate "Drive-O-Matic"
film take-up: ground-glass reflex
focusing through the lens; lens
turret to take four "C" mount
lenses, and a matte box and filter
holder. The camera is also
ecjuipped with a geared footage
counter: erect-image ".Auto-Paral-
lax" view- finder: 1200-foot instant-
mount film magazines (no take-
up belt involved), and a new NR-
24 amplifier with noise reduction
shutter-type variable-area galva-
nometer.
The use of this camera will per-
mit shooting a live-action half-
hour television show- with two or
three cameras and editing it
according to television methods
within about 45 minutes, accord-
ing to the manufacturer.
Belo
The new "Auricon 1200"
NUMBER I • VOLUME II
9 5 0
43
TEMPERED I STEEL
REELS • CANS
AND FIBER SHIPPING
CASES
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.. ..IIL »Vl. CMIC»GO 47
THE
INFORMATION
FILM
By Gloria Waldron
A Report of (he Pub/ic Library Inquiry
This book sponsored jointly by the
Public Library Inquiry and the
Twentieth Century Fund tells how
films are mode, and by whom;
who uses film; who distributes film;
and what are some of the problems
and failures as well as future pos-
sibilities of film OS a medium of
education.
"Here is the most ambitious and
industrious examination of the doc-
umentary and non-theatrical motion
picture to date, notable for rts com-
pressed presentation of facts, de-
tails, and points of view."
— Motion Picture Herald
$3.75
COLUMBIA UNIVERSITY PRESS
i960 BROADWAY, NEW YORK 27, N. Y.
U. S. Films Win Friends
( c: O N V 1 N U E D FROM PACE SIX)
population ot Cervara gathered in the main
s([uaic, packing the balconies of adjacent
houses and every available loot of space, and
acclaimed the films.
Italy alone could use 100 mobile units.-
The U..S.I.S. has 100 in ninety countries.
The films ivere shown in Kaosong, Korea,
under artillery fire.
At Lusignan. near Poitiers (France) , 400
people turned out lor a showing after the
cure had arranged for a hall and the town
crier had made a special round to announce
the films. Lusignan requested a return en-
gagement.
In Saigon (French Indo-China) American
informational films attract huge crowds. When
il is found necessary to control the size of
the audience, passes are issued in advance.
In sorting the passes after the shows, many
are found to be counterfeit.
Greek Army soldiers, trained as projection-
ists, have enthusiastically shown our films in
the front lines. They show them also to the
personnel undergoing "political rehabilita-
lion" on the island of Makronisos.
People Aero.^u Like Sponsored Films
To an .American, the films most liked
abroad may seem commonplace. We are fam-
iliar with the appearance of om- people, their
general well-being, oiu" broad highways stretch-
ing smoothly into endless distance. We take
comfort and a Loewy-designed bus for grant-
ed: we have ceased to marvel at the grandeur
of our land. But to the 1 1.5,000,000 human be-
ings who, at over 300,000 yearly showings,
now see us only through moving pictures,
these aspects of America are eye-openers . . .
of the mind as well.
Panorama w-as re-edited from Tliis Ainaz-
}ig Ameriia (Wilding) . Well liked are the
Standard Oil of New Jersey series (Brans-
by Films) : New England Calling, This is
Louisiana, All Around Arkansas, Meet North
Carolina, Pennsylvania, New Jersey Journey
—to mention a few of the many commerciallv
sponsored films whxh have been made avail-
able by the producers.
Medical Fil.ms Play a Vital Role
Inguinal Hernia (American College of Sur-
geons) may be of slight interest '.o the Amer-
ican laity, but in the mind of one highly re-
garded surgeon in Rangoon, Burma, it is for-
ever fixed. Anticipating his operating sched-
ule, he carefully studied the filin as it un-
reeled and used the new techniques shown
in two operations the following morning.
I M P is iniderstandably somewhat non-
plussed, however, when an audience of Afri-
can natives has a single interest in war pic-
tures and responds most enthusiastically to
ihc soimd and fury of battle scenes.
It is in the films for specialized audiences
that program variation chiefly occurs. By
Italian request, insurance films were screened
for the managers of all insurance companies
(continued on the opposite pace)
anuiial Report to the Congress, March 1949. tJ.S. Government
Printing Office (65 cents).
THE MART MESSAGE
HALLEN DOES IT AGAIN!
THE HALLEN JUNIOR
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For 16nim or I7i2mm magnetic film.
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THE HALLEN B-22
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Frequency response to 10,000 cycles.
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Phol<(gra|jhers arc lighting thtir sets
THE COLORTRAN WAY
Amazing new 750, 2(K)0. 5000 watt units from ordi-
nary 1.50 watt hiilb.s on low amperage. Grip equip-
ment (or studio and location with gobo stands,
.crims and flags. Send for illustrated booklet.
ARRIFLEX HEADQUARTERS
JALES SERVICE REPAIRS
Aide selection of 35mni Aiiiflex cameras with 3
I'rimoplan. Astro, or Sonnar lenses, 2-200' mags, sun-
sliade K: filter holder, case, from $725.00 to $1,250.00
MAURER PROFESSIONAL CAMERA, with 2 400'
nags, sunshade &: filter holder. 115 volt sync. &: 12
\olt DC motors. 15mm f:2.7 &: 1" f:1.9 lenses, Craig
uipod. 2 accessory cases $2,750.00
ALIRICON CINE-VOICE SINGLE SYSTEM CAM-
ZR.\ IIH)' )apa(ii\. (om|)letc witli amplifier, mike,
c;ihles. instructions. Inimcdiale delivery $<i95.00
INGLE PHASE 110 volt 00 tvclc ball-bearing
VNCHRONOUS motor for MITCHELL STAND-
ARD CAMERA, new $325,00
Send for Rental List and New Catalogue
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FILMEFFECTS
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uii;! •
EDL SOUND READER
Used with Rewinds For Editing
1 6nnm and 35mm Sound Film
* Compleiely self contained. PM Speaker, volume
control, off on switch, etc.. all inside compact
6^^" H X 6" W X 6" deep case. AVeight 7 lb.
* 3W audio power.
* Operates on 117V 60 cycles A.C.
* No Fly Wheel— instant start and stop, with no
damage to film.
i^ Price 5163.00 net F (> \\. Chitay...
EDL COMPANY
2007 S. Michigan Ave. Chicago 16,
U. S. FMms Win Friends
(CONTIM ED FROM THK PRECEDING P.AGE)
in Milan and their guests from other cities.
The fihns were also used as part of the cur-
ricuhmi in a course for training insurance
executives.
"Manufacturers want to know about our
production methods; road builders want to
l;now how we build roads: musicians want to
hear .American music; labor leaders want to
know how .\merican labor is organized; and
in Sweden rat exterminators want to know-
how we control rodents in the U.S..A."^
That the demand for .American films far
exceeds the supplv is supported not onlv b\
first-hand reports,* but b\ the hardship and
danger which foreign peoples will luidergo
to see them.
A certain risk is run when \ou repeatedh
sit in halls with temperatures below freezing
in order to see motion pictures, as has hap-
pened in Denmark. But perhaps an even
greater risk is taken if vou are a Czechoslova-
kian school teacher and make special trips to
Prague to carr\ back a program of .\merican
films. ^
.Showi.ngs Behind the Iron Clrt.m.n
As is to be expected, distribution is limited
in the countries of Eastern Europe, but it
goes on ne\ertheless. Borrowing groups dare
to show only technical, scientific, and educa-
tional films, but several thousand inquiring
minds still see these every month.
"Documentary films are regarded as .Amer-
ican propaganda and therefore dangerous"" is
an ungracious attitude fully familiar to many
documentary film makers.
Thus it goes.
To anyone who understands the cumula-
tive effects of films, the program of the Inter-
national Motion Pictiux Division is important
and far-reaching.
Just as in\isible seeds of destruction max
imdetected grow for years in the dark reaches
of the human body, so ma\- the happier seeds
of construction and good will grow in the
dark reaches of the human mind. •
Standards for Film Bibliography
♦ In the December 1949 issue of the .American
Library .Association Bllletin, Dr. Seerley
Reid, -Assistant Chief. \'isual .Aids to Educa-
tion, U.S. Office of Education, sets forth seven
criteria for preparing a film bibliography. The
criteria Dr. Reid discusses in "Some Standards
for Film Bibliogiaphies" are as follows:
1. Rele\ance to the subject.
2. Accuracy and authenticity.
3. Objectivity and impartiality.
4. Claritv and comprehensibility.
5. Quality. "Its opposite is mediocrity."
6. Interest and audience appeal.
7. Availabilitv and accessibility.
Dr. Reid obser%es his own criteria in the
bibliogiaphies he has recently prepared for
the Office of Education:
They Learn
55% Faster..
Remember
70% Better
with
Your audio-visual training pro-
gram can be more effective with
new lUustravox Automatic— no
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DIVISION OF THE Maqnavox COMPANY
Film and RecorcJ
Carrying Cases
' United Stales Advisory Commission on Information— Semi-
annual Repot to the Congress. * Ibid. ^ Ibid.
* United States Advisory Commission on Information— Semi-
annual Report to the Congress.
Being fhe largest manufacturer of ttiese cases in
the industry, we are organized to give you what
you wont in size, design, color and special ar-
rangements.
We meet your deadlines. Ask any Detroit agency.
WRITE for our Sfandard Price list
PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
NUMBER I
VOLUME II • 1950
45
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Pix Film Service, 34 E. Putnam
Ave., Greenwich.
Eastern Film Libraries, 148 Gr.ind
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 915 12th St.
N.W.. \Vashington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Gro\e, Baltimore 16.
Robert L. Davis, P. O. Box 572.
Cimiberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airv.
• MASSACHUSETTS •
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert & Kelly, Inc., 134 Mid
dlesex St., Lowell.
Massachusetts Motion Pictirre
Service, 132 Central .Ave., Lynn.
Bailey Film Service, 71 1 Main St.,
Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK .
A. B. T. Productions, Inc., 460 W.
54th Street, Xew York 19.
Wilber Visual Service, 119 Stale
St., .Albany. .-Mso 28 Genesee St ,
New Berlin, New York.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Association Films, Inc., (formerly
Y.M.C.A. Motion Picture Bu-
reau) 35 West 45ih Street, New
York 17.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
Mogul Bros., Inc., 1 12-1 14 W. -ISth
St.. New York 19.
Nu-Art Fibns, Inc., 145 W. 45th
St., New York 19.
S. O. S. Cinema Supply Corp., 602
^V. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
The Jam Handy Organization,
Inc.. 1775 Broadway, New York
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
Visual Sciences, 599BS Suffern.
Ideal Pictures Corp., 207 East 37th
St., New^ York 16.
• PENNS\XVANIA •
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Harry M. Reed, P. O. Box No.
447, Lancaster.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Jam Handy Organization, Inc.,
917 Liberty .\ve.. Pittsburgh 22.
Clem Williams Films, 311 Mar
ket Street, Pittsburgh 22.
• RHODE ISL.AND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703.
Charleston 23.
Pavis, Inc., 427 W. Washington
St., Phone 2-531 1, Box 6095, Sta-
tion A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 506 Eight-
eenth St., North. Birmingham.
• FLORIDA •
Florida School Book Depository,
700 E. Union St., P. O. Box 36,
Station G, Jacksonville 7.
Norman Laboratories fc Studio,
.-Arlington Suburb, Jacksonville.
Orben Pictures, 1 1 37 Miraraar
Ave., Jacksonville 7.
Ideal Pictures Co., 1348 N. Miami
.\\e., Miami 36.
Southern Photo and News, 608
E. LaFa\ette St., Tampa.
• GEORGIA .
Calhoun Company, 235 Ponce De
Leon .\\e., N.E., .Atlanta 3.
Ideal Pictures Corp. of Georgia,
52 .Aubinn .Ave., N. E., .Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 \V. Libertv, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Stanley Projection Company,
211}^ Murray St., Alexandria.
Stevens Pictmes, Inc., 1307 Tu-
lane .A\e.. New Orleans.
Stirling Visual Education Co.,
1052 Florida Street, Baton
Rouge 8, Louisiana.
Ideal Pictures Co., 3218 Tulane
Ave., New Orleans 19.
Delta Visual Service, Inc, 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing Sc Sons, 227 S. State
St., Jackson 2.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis. (t
Tennessee Visual Education Serv-
ice, 416 .A. Broad St., Nash\ille
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 202 E.
Gary St., Richmond.
MIDWESTERN STATES
• ARKANSAS •
Democrat Printing and Litho- ^
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main,
St., Little Rock. I
• ILLINOIS • I
.American Film Registry, 28 E. \
Jackson, Chicago 4 — HAr 7- i
2691 :
Ideal Pictures Corp., 28 E. 8th '
St., Chicago 5.
Jam Handy Organization, Inc., i
230 N. Michigan .Ave, Chicago 1 i
Midwest Visual Equipment Co., i
6961 N. Clark St., Chicago 26. '
I
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
46
USINESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Swank Motion Pictures, 614 N.
Skinkei Bl\d., St. Louis 5, Mo.
Association Films, Inc., (formerly
Y.M.C..\. -Motion Picture Bu-
reau), 206 S. .Michigan .Ave.,
Chicago 3.
• INDIAN.\ •
Ideal Pictures, 1214 Pennsyl-
\ania St.. Indianapolis 2.
Indiana Visual .Aids Co., Inc., 726
X. Illinois St., Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA •
Pratt Sound Films, Inc., 720 3rd
.\\e.. S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St.. Da\enport.
Community Film Service, 400 E.
& W. Bldg., Phones 5-3107 and
6-7807, Sioux City 10.
• KANSAS-MISSOURI •
Kansas City Sound Service (Ideal
Picture Corp.) 1402 Locust St.,
Kansas Citv 6. Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
.Swank Motion Pictures, 614 N.
Skinker Bhd., St. Louis 5.
• MICHIGAN •
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lo\-
ell St.. Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest .Audio Visual Company.
1504 Hennepin .V\e., Minneap-
olis 3.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Lockard Visual Education Sen-
ice, 1025 .North Main Street,
Akron 10.
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
,A\e.. Cincinnati 19.
Academy Film Service Inc., 2300
Payne .\\e., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid A\e., East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
.-\\e., Cleveland 15.
Sunray Films, Inc., 2108 Payne
.Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building. Dayton 2.
Twyman Films, Inc., 29 Central
-Ave., Dauon I.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles .A\e., S. E., Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 X. 7th St., Mil-
waukee 3.
\Visconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig A\e., .Altadena.
Coast Visual Education Co., 6058
Sunset Blvd., Hollvwood 28.
Hollywood Camera Exchange,
1600 X. Cahuenga Blvd., Hollv-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los .Angeles 5.
Jam Handy Organization, Inc.,
7046 HolhTVOod Blvd., Los An-
geles 28.
Ralke Company, 829 S. Flower
St., Los .Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., (formerly
Y.M.C.A. .Motion Picture Bu-
reau), 351 Turk St., San Fran-
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Xinth .Ave.. Denver 3.
• IDAHO •
Howard P. Evans, .Audio-Visual
Equipment, 305 X. 9th. Boise.
• OKLAHOMA • ~
Vaseco, 2301 Classen, Oklahoma,
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
-Audio- Visual Supply Company,
429 S. W. 12th .Ave., Beacon
3703, Portland 5.
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th Ave., Portland 5.
Moore's Motion Picture Service,
306 S. W. Xinth Me., Portland
5.
• TEXAS •
.Association Films, Inc., (formerly
Y.M.C..A. Motion Picture Bu-
reau), 3012 Maple Ave., Dallas
4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 4000 Ross
Ave., Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
-Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City 1.
• WASHINGTON •
Rarig Motion Pictiure Co., 5514
University Way, Seattle 5.
• HAWAII •
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
-Ave.
Branches:
Edmonton, .Aha., 10022 102nd
Street
Montreal, Quebec, 263 Craig St.
\Vest.
Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, .Man., 810 Confed-
eration Life Bldg.
St. Johns, Xfld., 445 Water St.
Radio-Cinema, 501 1 Verdun Ave..
Montreal, Quebec.
FOREIGN
Uistribuidora Filmica Venezolana,
De 16MM., S.-A., Apartado 706
Caracas, Venezuela, S.A.
Insular Film E-xchange, Room
312, De Leon Bldg. Rizal A\e.
Cor. Raon Manila Philippines.
There's An Audio-Visual Specialist in Your Town!
■k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The Xational Directory of
Visual Education Dealers, 812 Xo. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER I
VOLUME
19 5 0
47
Process ^or Direct Blow-up of
16mm Films Cuts Production Costs
* A method of reproducing
16mm color films on 3.9nnn color
stock so ihat an appreciable sa\ ing
can be effected in |/roduction has
been developed b\ Filmeffects
OF HoLLY\vcx>D, Specialists in fine
optical printing. The new method,
which prints by direct blow-ui)
from Eastman Kodak 16ram Com-
mercial Kodachrcme onto 35inm
.\nsco Color, is said to effect a film
saving to producers. The saxing
is possible because there are none
of the usual intermediate process-
ing charges inxohed in making
the larger prints, and producers
making films to f>e released for
35mm projection can take advan-
tage of the cheaper I6mni film
stock in making their originals,
according to officials at Filmef-
fects.
.\.NSco Stock Specified
.\fter considerable research,
Filmeffects has found that best
results in this direct blow-up proc-
ess are achieved with .Ansco Color
732 raw stock for making 35ram
three<olor theater prints directly
from 16mm reversal color orig-
inals. The 732 stock is ex[K)sed
on an optical printer, enlarging
from the 16mm color original.
.\fter the sound has been printed
from a 35mm direct-positive sound
track and is processed and wa.xed,
it is ready for theater projection,
thus making possible transference
of a three-color image from the
16mm original to the 35mm thea-
ter print in one step. No inter-
mediate films or registration prob-
lems are involved, and prints can
be made at the rate of 30 to 60
feet a minute.
Prj.nter Is De.SC'RIBED
The .\cme-Dunn Optical print-
er used in making the .\nsco blow-
up release prints has a 16mni pro-
jector head equipped with a Bell
& Howell type shuttle movement.
This movement is fitted with two
register pins placed side by side
to accommodate double perfo-
rated originals, or they can be re-
set, one above the other, for sin-
gle perforated films. The 35mm
camera head is also of the Bell &
Howell type, with a positive-mat-
ted aperture, and a variable-open-
ing shutter for the making of
fades and dissolves. The light
source is a 750-watt projection
lamp, fitted with a highly efficient
condensing system. Provision :
made between the lamp hou-
and film for diffusion screens an
color correction filters. Lenses
used are the four-inch f4.5 Cooke
The Producer's Technical Notebook
Copying, and the tour-inch f2.8
Eastman Printing Ektar.
The sound track for this proc-
ess must be a 35mm f)ositive im-
age in negative position, general-
ly obtained by rerecording to a
direct positive. The exposed print
is then processed bv the labora-
tory, the average time being
about nine minutes in the first
developer and seven and a half
in the color developer, using the
.\nsco Color 732 release positive
stock. During the processing, the
sound track area is sulfide<oated
to render the unexposed areas of
the dye track opaque.
Producers who are making
their first attempts at color and in-
tend to use this process are warned
to realize that although the proc-
ess may reduce their film costs,
other costs remain the same, or
may be increased, for precision
quality work is a first require-
ment in making color films. Good
equipment must be used, special
attention must be given to light-
ing contrasts and exposures. sf>e-
cial care must be taken with make-
up, and the limitations of the
color medium must be realized
and understood completely.
Editing on Bl-\ck i- White
Editing can be accomplished by
using a 16mm color work print
or a black and white reversal
work print. Probably the han-
diest method for 35mm producers
would be to use a 35mm black
and white work print which i
lows editorial and dubbing ope
ations to proceed in convention,
fashion with standard equipmen
Edge nurafjers from the I6ni
color original can be transfem
to the sound track area of tl
35mm work print during the j»
cedure, making the matching i
the original color a comparativ
ly simple job. Special care mu
be taken during editing not i
scratch the film, for even scraiii
will be magnified in the blow-w
* * ♦
Sevaert Develops a Special Papi
for Prints from Color Pictures
♦ .\ new photographic pape
DiAVERs.\L, has been developed 1
the Gev.\ert Comp.anv of Ame
ic.\ for making monochroni
prints directly from color slidt
stripfilm frames. 35nun, 16mm
8mm movie film by either contau
or projection methods. '
For the business film industr
;he new system means that mom
chrome paper prints may be pr
duced almost as easily from singi
color frames as from any black at
white negative. This answers
need for photographs taken fro
a color film for publicity, caiala|
Ijromotional folders or poste
without having to have an exc
still camera along when shootii
the original, or copying col
frames from the film in black ai
\vhite for use as negatives.
Monochrome paper prints c
thus easily be made from not on
color originals but any color m
tion picture print, without cli
]jing the film. Because of the vei
fine grain structure of color fihl
paper prints up to 5 x 7 inchi
may be made quite satisfactori
from 16mra Kodachrome or .^ns
Color.
The method of operation vvri
Diaversal is to project the col
image upon the paper in an e
larger, develop the paper in ai
standard developer until a tei
porary negative image appea
The print is then placed in a Sf
cial Diaversal-2 solution until i
negative image disintegrates le;
ing a faint positive image i
an under layer. .\ minute or n
of insertion in any convention
toner produces a clear paper po
live giving all the gradations
I he original film frame.
Diaversal does not produ
black and white prints but varyi
shades of sepia depending on t
toner used. This color is not u
attractive in itself, and is qui
capable of use in the photoe
graving process for illustratii
printed matter.
lONG PIAYI
MICROGROOVE
APPLAUSE
for the sensational new
COLUMBIA
NG M p)
TRANSCRIPTIONS
Investigate all the advantages of these great new Co-
lumbia LP Transcription Records before you undertake
any slide film program!
For quality, convenience, substantial savings — share the
experience of The Rexall Drug Company, General Elec-
tric Supply Corporation, Studebaker Corporation, and
other satisfied Columbia clients. You'll get our justly fa-
mous prompt service and delivery, too!
A DIVISION OF COLUMBIA RECORDS, INC. ©D
Irorfff-Morii "Co/vmbio' Ql c^d i Rep, U. S. fcK Qv. V.crici fegijtrodoi
New York: 799 Seventh Avenue, Circle 5-7300
Los Angeles: 8723 Alden Drive, BRodshow 2-S411
Chkogo: Wrigley Building, 410 Michigan Ave., WHitehall 6000
NOW!
20 MINUTES ON
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13 Minutes
On a 10" Record
NOW
ALL RECORDS
May ■• Canwd in
II M PfO|ftclor
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AND CHEAPER
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r Shipping Coits
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SAVINGS!
\
First in
a
o
a
eyisuais
The Neslle's Instant Cocoa and Chocolate Bar
television commercials, produced for Cecil & Presbrey, Inc. by
The Jam Handy Organization, offered problems which are solved
by the techniques of full animation and stop motion.
To get entertainment values in commercials — to make
television do a selling job — progressive advertisers and
agencies are invited to supplement their own staff efforts
with specialized, professional help.
Y^
AM HAND
-a^u
— for oulslanding televisuah
PRESENTATIONS«TRAINI.\G ASSISTANCE«SLIDE FILMS»TELEVISUALS»M0T10N PlCTIjj
NEW YORK 19 WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT 11 DAYTON 2 CHICAGO 1 LOS ANGBJ
Audiences Unlimited
ISSUE T\^ O • VOLOIE ELEVEN • 1950
FEATURING: THE NATIONAL SAFETY FILM AWARDS
PROJECTION QUIZ • THE INDEX OF SPONSORED FILMS
O^t ..v..^/^
sft
sharpest i*
Sft
gives VOU*;j„,l
^ostv.v.dcoi
Mailabl' •"' Division. B<» „^^,-,..^t "'
T"' •""' .^MAL CARBON PpoBAT'""*
'"^^1 ofl.-•■.^l;r,■;:b.S..*-
uv■■ * „ -Carbon ^^'^
• o,ecu-"-::d Us been -»;^ fj.de s.o.V o^
to-s -^V *V\:rbaVanced Ugb^ Sb^^ ,^ ,.... -'^^ ^Vo... V—
UBbt, better coVor ^^^„ ^,c is ^^^^ pco- ^^„„ oc ^^ eqOIP"""^
f ^■t3n>rt--t:Vo:^ s&^ --^' '"- ^^, ,,c P«0,.CT.ON
I
Kansas Oty. ^^ gQUlP"""
■i
A NEW MAN ON THE JOB!
...and here's how one great company
extends a welcome ... and tells him
of its essential services to industry
Godfrey L. Cabot, Inc., is one of the leading producers of carbon blaclc —
vital ingredient in tires, tubes, and hundreds of other rubber product.-: in
paints, printing inks and plastics. Its plants are located chieHy in lexas.
Oklahoma, New Mexico and Louisiana. It ships its blacks all over the world.
Recentlv we produced a sound motion picture for Godfrey L. Cabot, Inc.,
entitled "Good Company." In full color. Running time — 26 minutes.
We cordiallv invite you to see this picture. — As a demonstration ot how a
far-flung organization acquaints its employees with the important contri-
butions it is making to the work of the world. — Also as indicative ot how
it wins them to a true appreciation of the work they do as individuals, and
of the company they work for. Write today for a descriptive leaflet.
CARAVEL FILMS
INCORPORATED
Detroit, 1336 Book BIdg., Tel. Woodward 1-6617
New York, 730 Fifth Avenue, Tel. Circle 7-6110
r
LONG PLAYING
MICROGROOVE
APPLAUSE
for the sensational new
COLUMBIA
®
TRANSCRIPTIONS
Investigate all the advantages of these great new Co-
lumbia LP Transcription Records before you undertake
any slide film program!
For quality, convenience, substantial savings — share the
experience of The Rexall Drug Company, General Elec-
tric Supply Corporation, Studebaker Corporation, and
other satisfied Columbia clients. You'll get our justly fo-
mous prompt service and delivery, too!
NOW!
20 MINUTES ON
A 12" RECORD!
13 Minutes
On a 10" Record
NOW
ALL RECORDS
May Be Carried in
Ihe Projeclor
EASIER
AND CHEAPER
TO PACK
Lower Shipping Costs
Saves Storage Space
UP TO
42rc
SAVINGS!
A DIVISION Of COLUMBIA RtCOKDS, INC. SD
1rode-M(3rk% "Columbia" ^i' and ® Reg- V. S. Pat. Off. Marcat R«Biifrodai
New York: 799 Seventh Avenue, Circle 5-7300
Los Angeles: 8723 Alden Drive, BRodshaw 2-5411
Chicago: Wrigley Building, 410 Michigan Ave., WHitehall 6000
\
Are you sure you're planting deep enough?
• You can be sure your company messages will take root and grow if you
plant them the modern way — with movies!
And you can be doubly sure your employee relations films, training films and movies
of your product in use will yield better results if they're shown with Filmosound.
Because Filmosound's built to give you most hours of brilliant, trouble-free
projection at really low cost! Write today for "Movies Go to Work," free
booklet on how to use movies in your business.
Single-Case Filmosound.
Weighs only 35^2 pounds —
easy to carry. 16mm sound or
silent film. Full, natural
sound. Six-inch built-in
speaker, $399.50. Larger, sep-
arate speakers if desired.
Academy Filmosound for larg-
er audiences. Available with
8 inch, 12 inch or power
speaker in separate case. With
eight-inch speaker, $474.50.
Guaranteed for life. During
life of the product, any de-
fects in workmanship or ma-
terials %vill be remedied free
(except transportation).
You buy for a lifetime when you buy
Bell & Howell
7108 McCormick Road, Chicago 45
NUMBER 2 • VOLUME II • 1950
S.V.E. "INSTlllJCTOR" 300
For Quick and Easy Projection
of 2" X 2" Slides, Single and
Double-frame Filmstrips
* FasI "Piisli-in-Slyle" Threailiiig
* O""!' Changeover lo 2" x 2" Slides
* Tasily Adjusted Aperture
* Newest of SVE Tri-Purpose projectors tak-
ing single and douhle-fiame tilmstrips and 2" x
2" slides. Threads in quick "pushin-style" or in
conventional manner. Film advances smoothly
. . . either forward or backward . . . with no
danger of scratching or tearing film.
Semi-automatic slide changer covers Bantam
frame as well as 35 mm. double-frame slides in
2" X 2" mounts. Changeover to tilmstrips is
quick and easy. New adjustable aperture gives
any size frame from single-frame to double-
frame, with intermediate position for 1" x 1"
square framing.
The optical system is of completely new design
with all elements coated. Price complete with 5"
SVE Wocoted Anastigmat lens and two-tone lift
off case, $90.
The New
Audio-Visual Handbook
6th Edition
Revised — Enlarged
Here is a practical guide to
the selection and use of audio-
visual training materials by
Ellsworth C. Dent. It has been designed for those who
need brief, general information concerning audio-visual
materials and their sources. Useful for schools, churches,
industrial and other organizations, this book will prove
helpful in organizing an audio-visual program or in mak-
ing existing programs more effective. 224 pages, cloth
bound, postpaid, $3.50.
Write for copy of projector folder B 100 and Hand-
book folder B 4-49. Address request to Dept. SC- 7
SOCIETY FOR VISUAL EDUCATION, INC.
1345 West Diversey Parkway Chicago 14, III.
in the Recent News of Business Films
•k To inform the iniall />i(.siJifvv man of opiiin-
timitics lor particijiatiiig equitably in the
European Recovery Program, to help him help
himself lo get more of existing Maishall Plan
business through export and pinxhasc infor-
mation on the spot, the Economic Coojjcration
.\dministration has recently released the 1.5-
mimitc motion pictuie E.C.A. Means Business!
(Wilding Picture Productions, Inc.) Prints
arc available to business groups thiough field
offices of the U..S. Department of Commerce.
Initial showings of the film at E.C.A.-spon-
sored regional meetings are designed to recruit
informal Field Counselors lor local comniutii-
ties from bankers, chambers of commerce offi-
cials, manufacturers' associations, export clubs,
utilities, trade associations, and similar groups
of a business service nature. Purpose of the
Field Counseling Program is to provide the
small business man who may be interested in
doing business under the Marshall Plan with
practical, personalized consultation in his own
community.
Technical aid in the form of thirteen indus-
trial films has been sent to Europe bv the
E.C.A. A master positive of the following titles
was shipped to the Information Division in
Paris for duplication and translation irito the
several languages of the Marshall Plan coun-
tries: Uses and Abuses of the Tzoist Drill,
(Cleveland Twist Drill Company) ; Right Ma-
terial in the Right Place and The World's
I^argest Plate Mill (Luken Steel) ; four from
.Alcoa, Torch Welding, Resistance Welding,
Arc Welding, and Hoio To Braze Aluminum:
Die Casting (New Jersey Zinc Conipanv) :
Modern Coal Miriing (Goodyear Tire & Rub-
ber Company) ; Sane Those Tools (Interna-
tional Harvester) ; Adxiantages of AC Weld-
ing. Commutation of DC Machines, and RF
Induction Heating, all from Westinghouse
Electric and .Manufacturing Corpoiation.
Intended to help increase production, the
films weie acquired in cooperation with the
National Management Council of New York.
* Pensions are one of the major problems
lacing industrial management today. Enqjloy-
ces, almost without exception, want them, atid
most recent difficulties between management
and labor have been on this subject — shall we
have pensions? — how much? — and what kind?
That demands for adequate pensions will
certainly not lessen in the next few years is a
pretty safe bet. That labor-irranagemcnt settle-
ments will more and more include pension
agreements is an almost equally sale conclu-
sion at this time.
Management's problem is to satisfy this
dcmaud without incurring obligations which
might soirie day wreck not only individual
(ompanies but the whole national economy.
"■^lOO per month at 65" is an easy phrase for
organized labor to use; it doesn't sound like
too much lo a worker considering the size and
worth of his rom])any. Yet .$100 per month at
().5 on a noii-tontributory basis is almost the
equivalent of doubling the amount of capital
necessary to provide work for just one man.
.So, during the coining months it will be
more and more necessary for management to
explain its side of the problem and point out
the fallacies of the easily used phiase "$10(1
per month at 65".
.Although this is a problem lor all industry
in general, it is a separate problem for each
company depending on the number and
average age of its employees. It would well
behoove management to redouble its efforts
to present the facts of the case not only to
employees but to the general public as well.
Labor-management disagreements are no long-
er private family tussles between stockholders
anci workers, but national problems affecting
everyone.
Once the pattern on pensions is set in the
|)ul)lic consciousness, individual companies
will find it difficult or impossible to propo.sc
any other solution than the established one.
Telling the o\erall effect of non-contribu-
tory pensions on the national economy lo
workers is difficult. The subject is dry, uti-
diamatic bookkeepitig on a large scale. But it
must be done, and done skillfully. Many man-
agement officials are planning integrated edu-
cation programs on pensions, now, in which
films take a leading part. They feel that no
other medium can sell an idea — and all of an
idea — as dramatically, or successfully as a
tiiotion picture.
These films can fall into several categories:
(1) selling a contributory pension prograin
hard, and now. as a means of setting a pattern
lor handling pension demands (see the Ethyl
story, this issue), (2) |jointing out the effect
of indiscriminate pension plans on the na-i
tional economy, and (3) selling the idea that a
good part of a man's security nuist inevitably
depend on his own planning atid resourccs.-
Explaining some of the reasons against exorbi-
tant pension plans is a difficult matter requir-
ing delicate treatment, but films excel at just
this job. Some o( them are now doing yeotiian
service on the pension problem, and we expect
to see many others in the coming months.
■k Serious literature of the film is not exten-
sive, particularly in the United .States; distin-
guished and critical reflections on the motion
picture do not appear with the frec|uency ol
historical novels. .Anticipatory, therefore, foii
( C; O N T I N U E D ON PAGE EIGHT)!
Issue Two. Volume Eleven of Business Screen Magazine published March 28. 1950. Issued 8 times annually at six-week inter- 1
vals at S12 North Dearborn Street, ChicaKO 10. Illinois, by Business Screen Magazines, Inc. Phone WHitehall 4-6807-8. O. H I
Coelln, Jr.. Editor and Publisher. In New York City: Robert Seymour. Jr.. 489 Fifth Avenue. Telephones Riverside 9-n-2ir. oi
Murray Hill 2-2192. In Los Angeles : Edmund Kerr. 6ro6 Hollywood Blvd. Telephone HEmpstead 3171. Subscription ?:^.00 j
year; $5.00 two years (domestic! ; $4.00 and ?7,00 foreign. Entered as second class matter May 2. 1946. at the post office a1 Chi
cago, Illinois, under Act of March 3. 1879. Entire contents Copyright 1950 by Business Screen Magazines, Inc. Tradenuirl
registered U. S. Patent Oflicc by Business Screen M.-igazines, Inc. Address all advertising and subscription inquiries f-i tht
Chicago office of publication.
BUSINESS SCREEN MAGAZIN
E
VERY YEAR 7,000 teen-age boys and girls are killed
in automobile accidents and 300,000 are injured. In an
attempt to mitigate this tragic carelessness, Lumbermens
Mutual Casualty Company commissioned Wilding to Nyrite
and produce a dramatic motion picture likely to impress
our youngsters with the bitter penalties of heedless motoring.
Premiered in Palm Springs, California, last \yinter, this
Wilding production, entitled "Last Date," was recently gi\en
the annual a\%ard of the National Committee on Films for
Safety as 1949's best non-theatrical picture on preyention
of traffic accidents.
CHICAGO==
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEA^LAND
310 Swetland Bldg.
HOLLYWOOD^
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS. INC.
OTTOM PTrTTTRFS . SLTDEFILMS . TFLFVTSTON FILMS
'put PuHC^
FILM
SHOWINGS!
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Every executive respon-
^ble for the success of sales, edu-
cational or recreational film pro-
j^rams will (int! valuable informa-
lion ill this interestin-: brochure,
which
• tells you exactly what
type of screen will best
suit your needs.
• gives you a simple
formula for proper place-
ment of projector ond
screen.
• advises you on ideal
Handy Da-lite seating arrangement for
Iripod scfeeni are -*» . ■ .
available in all most efficient showing
price ronges from * «j|__
$13 50 up. Of film.
• answers your ques-
tions about projection
screen surfaces.
For permanent initaHation,
Da-Lite hanging icreeni —
spring operated or elec-
trically operoted^ore
available in many tizet
from 30''x40'' fo 20'k20'.
n
The facts presented
in this hrochure are based on the
Da-Lite Screen Company's 41 years of
experience in making the most widely
used line of projection screens. There
is a Da-Lite model to suit every re-
quirement in all price ranges. All are
Huality-controlled and fully guaran-
teed. Mail coupon below for your free
copy of "Planning for Effective Pro-
jection."
MAIL COUPON NOW!
DA-LITf SCRIIN COMPANY, INC.
3703 North Pwlaiki Ro«d, Chicaoo 39, lllinolt
I'leiise 8«nd me a Tree copy of Da Lit^ i BrO( hurt*.
"IManoing for Effective l*rojeclion
Firm Name
Street Address
City St It.
%
s
The National Business Journal
of Audio-Visual Communications
PREVIEW OF CONTENTS
Irends in the Business Film News 4
Camera Eye: Films and Events of
the Month 14
Ihe National .Salety Film Awards 21
A I'ittorial Pre\iew of "Last Date" 22
Stop Fires— Save Jobs: Safety Feature 23
What's Your Safety I-Q? 24
Ethyl Shows Employees Pension Benefits. . 2,5
Qui2: How Good Is Your Projection?. ... 26
Industry Uses the Visual Medium 27
(Case Histories ot Selected Pictures)
I. A. V. A. Elects at Annual Meeting 28
The Index of Sponsored Films 29
(Annual Review of Sponsored Films Which
Have Been Reported in Business Screen)
Their Sales Training Gets Results 32
(Sues, Young & Brown Tell Visual Story)
Washington Visual News- Letter 33
(Capitol Comment by Roberta Cook)
Repeat Business: A Measure of Quality. . 34
Number Three in a Producer Series
Tape Recording for Production 38
Picture Parade: Notes About Films 40
New Audio-Visual Equipment 44
Men Who Make Pictures 46
Plus: The National Dirfctorv
OF Visual Education Dealers
Office of the Publisher
812 North Dearborn St., Chicago 10, III.
O. H. Coelln, Jr., Editor 6- Publisher
William Ball, Art Director
Robert Whyte, Circulation
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue, New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone: HEmpstead 3171
Audiences Unlimited
1 HIS MONTHS COVER EDITORIAL
THE FLOW of 16mm sound projec-
tors and other audio-visual pro-
jection eciuipmcnt to luuold thou-
sands of new users each month of the
year has amassed a mighty audience
for sponsored films among all types of
consumers in both rural and urban
.America. The steadily climbing fig-
ures of commercial distributors serv-
ing these self-etjuipped audiences fur-
ther confirms this vast audience.
More than 40,000 bookings were
reported last month by Modern Talk-
ing Picture Service, Inc. through its 26
regional film exchanges. Each book-
ing is likely to produce two or more
showings so the actual number of
audiences is much greater. Most
important of all, the trend is toward
more adult audiences and the note-
worthy development by this company
of industrial employee audiences is
now reaching into more than 1,000
sizeable U. S. factories each week.
Good films, getting ever better as
recent national awards have indicated,
are the key to these auciiences. The
primary responsibility belongs to that
group of experienced business film
producers who have pro\en capable
of the kind of pictures men, women,
and young people want to see. The
subject matter offered by sponsors is
the final word: for their ticket of ad-
mission to these audiences is to pro-
vide useful and interesting themes.
ARE YOU THE MAN?
WE ARE SEEKING the services of 4
hard-hitting salesmen who have earned
$12-15,000 per year through contacting
and selling top executives sales training
film programs.
If you feel you can qualify by virtue of
a |)roven sales record, write fully: Age,
earnings since '46 and last 10 yrs. connec-
tions explaining what you sold and to
whom. -All information will be held
strictly confidential. .All our employees
know of this ad.
Box 401
BUSINESS SCREEN MAGAZINE
812 N. Dearborn • Chicago 10, 111.
BUSINESS SCREEN MAGAZINE
^'Our Revere Tape Recorder
proved a wise investment
9 9
Economical price, thrifty operation. .. an invaluable teaching aid.
JMany leading educators praise
Revere as the ideal recorder for class-
room use. So simple, even a youngster
can prepare it for operation in a
matter of seconds. And it saves ex-
penses by giving a full hour's record-
ing on one reel of re-usable tape.
Teachers like it for the excellence of
its high fidelity sound reproduction,
and pupils respond to it with gratify-
ing results. Moreover, Revere's price is
well below those of other recorders of
comparable quality. See your Revere
dealer, or write and we will arrange
a free demonstration.
REVERE CAMERA COMPANY • CHICAGO 16
Magnetic lope con
cut, jpliced, edited
sciisori and Scotch Tape!
No tape Is ever wasted.
Ih
Old record!
ig
automal*
ically erased 0
new ones
are made.
N
0 danger
of double e
«P
oiureil
\
1
b/^/BIwB
\
fi
FasI forward and rewind
speeds save valuoble
lime in moving tape to de-
sired position on the reel.
RECORDER
$15950
Show 16mm educational films at their best with
i<.GU<^rO SOUND MOVIE PROJECTOR
Gives you bright, clear screen images and finest "Theatre-
Tone" sound. Shows silent movies, too. Even youngsters
can set it up and operate it easily. Slip-over carrying case
holds accessories, doubles as speaker to make &f\t\t\^t\
single unit weighing only 33 lbs. Many X # 7
outstanding features. Priced amazingly low.
Comp/e'e
NUMBER 2
VOLUME II
.m auHii imo^d. "We're \<m^
I m. . t<'Uw 'tta moat wmmmoI
Sales Meetings, Presentations,
Training Progtams, Conventions
your audio-visual library has
a busier job today. Better film
and slide protection, more effi-
cient filing and storage is re-
quired. You'll find, OS ottier li-
braries hove, that Brumberger
is your wisest choice
BRUMBERGER
SLIDE
VIEWER
Versotile, 35 mm
(including Bantom)
through 2^4" x
2%" slides. Bril-
liantly illuminoled,
enlarged pictures with optically ground
end polished lens. Automotic centering
device for various sizes. On-oH switch,
6 foot cord. All steel, grey wrinkle finish.
No. 1225 Viewer J5 95
/ SLIDE FILES 1
HWkVAJ^, deied keep
■Kn^^HK^k^'''^^' <°'^ °"<^ ^°"-
■J^iWB^-'-" 'J""™"^'^ when circuloting lub-
jetlj, or (or permo-
nent ttoroge. Numbered iloti keep jlldei in
correct numerical sequence at all timet.
No. 1150 for 150* 2" « 2" Slides $2.95
No. H25 lot 125* 2Vi" » 2'/," Stidei 3.95
No. IIOO for JOO' 2V/' x 2V/' SJidei 3.95
No. t075 for 75' 3'//' « 4" S/.dei -.., 3.95
^ Holds twice as many Ready-Mounts'
BRUMBERGER
SLIDE BINDERS
rigid. I
,B)W<">
f.
All-ifeel,
worp frome, with
gloss. Protects agoinsl
finger prints, serotch-
es, dust. Rounded
edges for easy insertion i
jector. Moy be used ovei
inop assembly.
No. n56 for 2" « 2" jddei 20 for Jl.59
Economy pocltoge for 2" i 2" iddei
No. tIJ7 sovei over 12% 120 for J8. 40
No. 1 1 58 for 2V/' > 2^//' iltdet, t2 for J 1. 69
nio viewer or pro-
ond over — simple
G3K
ry
Wrif. (or f«EE CATAIOG
24 Thirty-Fourth St., Bklyn. 32, N.Y.
TRENDS in the NEWS
( (; O N T I N 11 1- 1)
FROM PAGE four)
e\erYOiic iiucrcsted in the medium are two
books, predictively authoiitative, wliich will
be forthcoming within the next year.
Scheduled for publication in the early win-
ter by The New American Library, publishers
of the highly regarded Mentor series, is a book
by Iris Barry, Director of the Museum of Mod-
ern Art Film Library, New York. To be issued
in cooperation with the Museum, it will be a
comprehensive study of the theatrical and non-
theatrical film, foreign and domestic, in pros-
pect and retrospect.
Miss Barry, widely known for the scholar-
ship and skill with which the Museum's vast
collection of films has been assembled and ex-
hibited, has greatly advanced the film of fact
- not only in general by a consistent effort to
preser\e and restore to view the maximum of
non-fiction films, but in particular on more
than one occasion.
A Focal Ceni i;r of Documentary Films
The Film Library pioneered in drawing at-
tention to the documentary when, in 1936, it
sponsored the first showing of the Government-
made The Plow that Broke the Plains. In
1937-38, Paul Rotha, the eminent British film
director and historian, spent five months at
the Film Library where he lectured and con-
ferred with educational authorities and film
producers in an effort to encourage the con-
sistent and planned production of fact films in
this country. The representative selection of
British films which Mr. Rotha brought with
him, most of which had been industrially
sponsored by English business enterprises (e.g.,
the Song of Ceylon by the Tea Propaganda
Board), "thus received their first showing here
and are considered to have played an im-
portant part in creating an audience for the
,\merican dociniientary and fact film.
In 1945, Miss Barry assembled and exhibited
the 9-month showing of diverse, though typi-
cal, wartime non-theatrical films, which nearly
300,000 people attended, and for which she
was credited by the City Club of New York
y^
behind this door
SLIDEFILMS
are being made . ..
to sell, train or teach.
Vogue-Wright Studies
Diy OF EieCTBOGHAPMlC CORP
J37 EAST ONTARIO STREET
CHICAGO 11, ILLINOIS
with making an "exceptional contribution to
the life of New York City".
In 1949, Miss Barry was made a Chevalier
of the Legion of Honor by the French Gov-
ernment for unusual services to the French
cinema, one of the few awards ever made to
a person for cinamatographic reasons.
The thought is inescapable of the impetus
and interest which would accrue to the indus-
trially sponsored film were a program similar
to the wartime assemblage to be fostered by so
objective an exhibitor. Comparative study is
never amiss, and for this Government-ridden
city at least, a viewing of the business-spon-
sored film is comparable to looking lor the
proverbial needle... and superHuous to add.
well-made films create understanding.
Wells Report Will Scan the Future
♦ The second book will be the conclusi\c
findings of William H. Wells, who is making
an enviable survey of "the future of the doi u-
mentary film in the United States, Canad.i,
Britain, and France" under a grant, effect i\i-
January first, from the Rockefeller Founda
tion. Mr. Wells was formerly chief of the him
sections of the United Nations and United
Nations Relief and Rehabilitation Administra-
tion; Chief of the Media Division of the Otluc
of Price Administration, and a partner in ihc
New Y'ork book-advertising firm of Denhard,
Pfeiffer, and Wells, Inc.
To be concluded by September first, tlic
8-month survey will not be a study of the situa-
tion as it exists today in the field, but of how
the documentary film will develop and what
iuHuence there will be upon its course in the
future. One question to which Mr. Wells
hopes to get an answer, in view of the lack of
opportunities for training, is "Who is gonig
to make documentary films in the future and
where will they come from?"
In addition to producers and experts in New
York, Ottawa, and Washington, he has visited
the Southern Educational Film Production
Service at Athens, Georgia, one of the newer
of interesting developments; industry people
in Hollywood and non-theatrical people in
the environs; the American Library Associa-
(continued on page thirty-four)
'^^^D^ ^Something in
=K3ii ANIMATION?"
U5INE5S SCREEN MAGAZINE
m«T ^-EST or THE OLD :
TEOM THE BEbi w ^^^^ .
fZ.;SB..TO.THB.^'
When a firm has been doing
business under the same brand
name for over fifty years,
they have a great story of
American enterprise to tell . . .
"From the Best of the Old,
Comes the Best of the New"
dramatizes this story of the
Leonard refrigerator . . . the
first model designed by
Charles Leonard In 1881. ..the
history and growth of modern
refrigeration. ..development
of the new 19S0 Leonard line.
Produced in color,
with animation.
3LLYWOOD 28 C ALIFOR Nl a(/C/
STUDIOS HOLLYWOOD 28 CALIFORNIA
A FAVORITE OF INDUSTRY
...PRICED FOR HOME USE
Natco's brilliant sound and image bring
flesh-and-blood realism to movies. Its
superb performance, super-simple op-
eration, rugged construction and light
weight-are fast making Natco Ameri-
ca's largest selling projector.for Indus-
4401 W. North Avenue
Information File on Business Films George L. McKenna J°in^ Rf-^-
n Massachusetts Nears Completion Engmeenng Products Department
« lilt maslci lilc ol inldinialion « GiOROK L. Mc:Ki.nna was ic-
on all available industrial and tenth appointed as assistant to W.
business films in Massachusetts is \v. Watts, vice president in charge
nearin(< completion, the Massa- of the R.C.A. Engineering Prod-
chusetts Industrial Audio-Visual ucts Department.
Association, compilers of the file. Prior to his appointmeni, Mr.
ha\e annoiniccd. McKenna was manager of ihe in-
Compilation of this valualjle auslrial products section ol the
fife was begun by the association Engineering Products Department,
several mcHiths ago as its chief He has been with R.C.A. since
project of this year. The
M.I.A.V.A. project is receiving the
assistance of the .Associated Indus-
tries of Massachusetts.
The association plans to discuss
distribution at its .April meeting.
May it will conduct the
1945.
Robert S. Smith Named Sales Mgr.
Of Three Dimension Company
♦ RoBERr G. .SMitH has been
named sales manager of Three
Dimension Company, manufac-
turers of photographic equipment
in Chicago. .Smith was formerly
while in
First .Annual Greater Boston Film
Festival, an all-day program of top '^\^^^^\ liianager for the General
iiuality Himm films many of which ^,,„„. r-^^-oA^v rhiraao. He
will be shown at various places
simultaneously.
M.L.A.V.A. president is Edward
W. Palmer of the New England
Telephone and Telegraph Co.
Kodak Reports Higher '49 Sales
♦ Eastman Kodak Co.mpanv has
Camera Company, Chicago. He
acquired considerable photo-
graphic experience during the
service in the .Armed Forces.
DeVry Appoints Kalman Spelletich
District Sales Mgr. in Midwest
♦ DeVry Corporation has an-
nounced the appointment of Kal-
try. A favorite, also, for church, school
and home. Largest speaker-amplifier
for the money. Compact, single case.
Speaker built into detachable cover.
See your dealer or v^rite for liter-
ature on the Natco today.
Chicago 39, Illinois
WANT FILM ASSIGNMENTS
4 Overseas production assign-
ments arc wanted by a film pro-
ducer in .\ngola who can cover
any cinematographic work in Bel-
gian Congo, Angola, Mozambi-
que, and Portugese West Africa.
Producocs .Antonio De Sousa,
Caixa Postal No. 130, Nova Lisboa,
Angola, Portugese West .Africa.
ILASl.MA.N IVCU/.M^ y^,_/.....-. " ii,_,i.i.^„%.v. ....^ "j-i
reported total sales in 1949 were man Spelletich as district sales
at a hi"h level, about 41/, per cent manager for Iowa, Minnesota and
lielow'the company's peak year, Wisconsin. With many years of
1948. Net earnings for the year experience in the motion picture
were about three per cent below equipment field, Mr. Spelletich
1948. comes to DeVry from the Victor
Several main steps taken by Ko- Animatograph Corporation.
dak to meet changing markets and p^p^g^gn^s RCA Custom Records
to promote as stable employment ^ marjorie B. Fahaney has
as possible have been announced. ^^^^^ appointed sales representa-
These were the introduction of ^.^^ .ecializing in slide film re-
new or better products in all ma- ^^^.^^^^ f^,. ^q^ Victor's Custom
jor lines, increasing of advertising, ^^^^^_^ j,^,^^ Div ision.
iiiiproxing of research facifities, _
. ij i ni.- P^^toru Knute Peterson Made Production
Compco Adds to Chicago acto ^^ ^^^.^^^ ^^^ ^^^^
4 In onlir to uureasc pl.iiit pio- -3 r i „
du ion. CoMPtx. CoRP.ivnoN in ♦ Knite Pkierson. formerly^ gcTi-
Chicago has added 3,5,000 square eral P«"l-"°" '-"Xa,"^ ,',
feet of manufacturing s,,ace to its BELt. and Howell Company, has
' lesentoi^eration. The new space joined the Radiant Man.eactlr-
is next to Compco-s present loca- ing Corporation as production
tion at 2221 West St. Paul .\\enue. manager.
Max Fleischer Talks ^ ~_
to Dayton Klwanls
4 .\I.\x Fi list her,
^taff televisual spec-
ialist and director of
animated cartoons for
ihe Jam Handy Or-
c;anization was guest
speaker at the -April 4
dinner meeting ol the
Oakwood Kiwanis
Club, Dayton, Ohio.
Mr. Fleischer, a
pioneer in animation
who is also an inven-
tor, artist, ami au-
thor, spoke on tele-
vision. He is on the
stall of the TV Work-
shop in New York.
ji^
behind this door
MOTION PICTURES
are being made...
to inspire, motivate
and mold opinions.
Vogue-Wright Studies
DIV OF tUCIftOC9*PMlC COeP
237 EAST ONTARIO STREET
CHICAGO 11, ILLINOIS
U5INESS SCREEN MAGAZINE
10
II
^^.^
V^novin
..oondtVieviO
li
Ibitt"**
TJ
«VieT
cvc»
35in«n
fe?
ri\w»*
T^
.e«o'^'^'' shown >n ^___,
110"0",
T^^
ss»'
prnen'
sped'
,ftca"
_,^
.^'
cations for
been se\ec^'=^^^,„„eots.
^SfiSE: ->
pto
looie
a vnsp'
mote
specvt
saks
lie a
bette'
atiof>
mote
nJetit.
i ^^tr^U e.u.P'
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suie
MitC
W
""'^^ _n has i'''^'
to m^*^^
proven en „e« ' „ . sho«s.
T;e\evvs'0" V
/tf/fc^e// Carnfe^a corporation
666 WEST HARVARD STREET* GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
lASTERN tfPRISENTATIVE: THiODORE AITMAN* 521 FIFTH AVENUE • NEW TO«K CITY 17 . MURRAY HILL J.7038
^ ^ 85% of the motion pictures siiown in theatres throughout the world ore filmed with o Mitchell
There is a real need today for down-to-earth, practical sound-slide-
films for training salesmen. Many men have never had the experience
of selling against competition. Others have forgotten how to "get
in there and bleed all over the carpet." As Fortune said in a recent
article: ". . . the most serious shortage is the shortage of creative
salesmanship."
How Dick Borden Can Help Your Salesmen
Most executives know Dick Borden. Either they have heard him
speak or have seen the famous Borden and Busse sales films so popular
before the war. Now Dartnell and Borden have joined forces to
produce six new sound-slidefilms for use in your sales training pro-
gram, at your sales meeting or convention. They are hard-hitting,
realistic, and powerful — keyed to today's conditions, not prewar.
More Than Six Hundred Companies Have Subscribed!
Released only eleven weeks ago, more than six hundred companies
are using the new Dartnell-Borden films to raise the sights of their
salesmen and get over to them the kind of creative, aggressive
selling techniques they need to win orders against stiffening
competition.
A Complete Packaged Kit — Ready for Use.
The complete Dartnell-Borden "SELLING AGAINST RESIST-
ANCE" sales training kit comes ready for immediate use. It includes
six fifteen minute sound-slidefilms and recordings plus a compre-
hensive Meeting Guide with suggestions for tying the films in with
your product or business. The films can be shown on any regular
sound-slidefilm projector such as the Operadio, lUustravox, or
Soundview. The subscription price for the complete set is $225.00.
Write or Wire Today for Full Defails and Script Outlines
The Dartnell Corporation
' Chicago 40, Illinois
4658 Rovenswood Avenue
12
BUSINESS SCREEN MAGAZINE
LEADER in slide film recording
. . . because RCA VICTOR
is convinced
Contact an RCA Victor Custom Record
Sales Studio, Dept. 3E:
NEW YORK: 120 East 23rd Street
New York 10, New York
MUrray Hill 9-0500
Write for our Custom Record Brochure today!
A slide film
should
sound as good
as it looks!
Your slide film recording requires the same expert care as the
film itself. RCA Victor— through its 50 years of research and
experience in the reproduction of sound and the latest
electronic techniques— gives you a thoroughly engineered
record and complete, efficient service in . . .
RECORDING
PROCESSING
PRESSING
"k The most modem sound-reproducing equipment and facilities...
latest developments in automatic frame-progression recording.
"k Engineers, specializing in slide film recording, assure the best
presentation of your slide film story.
•k Pure Vinylite plastic records — both standard and microgroove —
packaged in special slide film shipping cartons when desired.
•k An extensive music library service.
■*■ Careful handling and prompt delivery.
CHICAGO: 445 North Loke Stiore Drive HOLLYWOOD: 1016 North Sycomore Avenue
Ctiicago II, Illinois Hollywood 38, California
Whitehall 4-2900 Hillside 5171
custom
record
sales
Radio Corporation of America
RCA Victor Division
"WU MASmt VO«C*"
NUMBER 2
VOLUME II
19 5 0
13
/. 16mm W^
i^ViC^'^ Sound -On -Film
UALITY EQUIPMENT - SENSIBLE C0S1
AURICON "Cine-Voice" CAMERA
100 FT. 16mm SoundOn-Film . . . 569559
"AURICON-PRO" CAMERA
200FT.16mmSoundOn-Film . . ^191°°
AURICON BUMP (Sound Proof Enclosure)
forE.K.Cine-Special 16mm Camera *3549?
"AURICON 1200" CAMERA
1200 FT. 16mm Sound tor 33 minutes
Continuous Recording $286099
AURICON Synchronous Motor Drive
forE.K.CineSpeciall6mmCamera*14599
MODULIIE Sound-On-Eilm Recording
GALVANOMETER
Variable Area or Variable Density M5059
AURICON Sound-On-Film Recording Cameras provide ideal working tools
for 16mm Talking Pictures of all kinds, from Spot Newsreels and Sidewalk
Interviews to Major Studio Productions. Free Catalog fully describes this
Auricon Equipment in detail, plus "Double-System" Recorder, Dual
Phono-Turntable, and other Sound-On-Film Equipment, Sold on a 30 day
money-back approval basis. Write for free Catalog.
BERNDT-BACH,Inc.
7387 Beverly Blvd., Los Angeles 36, Calif.
GUARANTEED ONE YEAR
RCA LICENSED
MANUFACTUBEHS OF SOUND-ON-FILM RECORDING EQUIPMENT SINCE 1931
CAMERA EYE
FILMS & EVENTS IN THE NEWS
SMPTE Convention April 24-28
To Emphasize Film Role in TV
♦ 1 111 Stxii M OF Motion Pic-
lURi; .^ND ril.KVTSlO.N ENGINEERS,
loinieiTy known as the Society of
Motion Picture Engineers, will
hold their sixty-sixth semi-annual
convention at the Drake Hotel in
Chicago on April 24 to 28. This
will be the society's first conven-
tion since its name and by-laws
were changed to include television
engineers.
Broadening the membeiship be-
came necessary with the increasing
role of films in television through
both theatre and film program-
ming for home television.
Convention vice-president Wil-
liam C. Kunzmann states that the
feature event of the week-long
meeting will be a comprehensive
symposium on television program
production. This symposium will
cover the extensive use of motion
picture production techniques in
television studios, variations of
these techniques required by tele-
vision and other aspects.
Other discussions planned in-
clude such subjects as high-speed
photography and high-intensity
projection. R. T. Van Niman of
Chicago, who is in charge of the
papers program, has received com-
mitments and abstracts from many
authorities in the field and an ex-
ceptionally informative technical
program at the convention can be
expected. Those planning to at-
tend may look forward to detailed
analyses and demonstrations of the
latest developments in film meth-
ods and cquipiiKiit.
National Audio-Visual Convention
to be Held in Chicago July 30
4 riu' 195(1 National .\udio-
Visual Convention and Trade
Sh()W, sponsored by
the National Audio-
Visual Association
and held in conjunc-
tion with the national
meetings of commu-
nity and educational
film groups during
the period July 30 to
August 2 will be held
at Chicago's Hotel
Sherman.
Convention chair-
man is Roa Birch,
president of Milwau-
kee's Photoart Visual
Service. Her conven-
tion committee in-
cludes Vince McGuire
as vice-chairman.
Edwards Memorial Fund Is Planned {
♦ A memorial service for the late , I
Kenneth R. Edwaiujs, adviser on i
non-theatrical films for the East- i
man Kodak Company, was held 1
on February 24th at the Riverside !
Church in New York.
Edgar Dale of Ohio State Uni-
versity and Julien Bryan of the
International Film Foundation
spoke briefly to Mr. Edwards'
many old friends who had gath-
ered to pay him honor.
A permanent memorial is being
planned by the Kenneth R. Ed-
wards Memorial Committee under
John Flory of Flory Films, Chair-
man. Communications regarding ,
the permanent memorial may be
addressed to Mr. Flory at 303 East
71st Street, New York.
* « •
Television Sets Exceed 4.374,000
♦ Television sets in homes across.-
the nation totalled 4,374,000 oni
February 1, Hugh M. Beville, Jr.,
N.B.C. director of plans and re-
search, announced recently. This
is an increase of o\ er 400,000 since
January 1 when sets had reached a
total close to four million.
January is the fourth consecu-
tive rnonth in which TV set sales
have added up to more than
400,000 and the annual after-i
Christmas lag that has occurred
regularly in the past has this year
failed to make itself shown.
♦ The city o£ Memphis, Tennes
see, joined the Bell System's ex-
panding television networks on
March I. Inclusion of Memphisi
makes it the southernmost pointi
yet reached by network television.
B> the end of the year, it isi
planned to have network service:
a\ailable in over forty cities— asi
far north as Minneapolis, Minne-(
sota, as far south as Jacksonville,!
Florida, and as far ^vest as Omaha,i
Nebraska. The network will then
cover some 15,000 channel miles. .
behind this door
TELEVISION SHORTS
are being made.,
to advertise and
sell products.
Vogue-Wright Studies
OIV OF fttCTROCBArHlC CORP
237 EAST ONTARIO STREET
CHICAGO 11, IlllNOIS
14
BUSINESS SCREEN MASAZINI
J
^. a. (O^^n uiJiiE^ i?aiL
for public relations
for safety education
/^
^^^^^^^
V!itc
PROGRESS
SACA OF
^Awpust Sah
The
ALMOST CAREFUL HIRED MAN
COPYRIGHT J 1. CASE CO.. 194*
^^^^^^^^^^^^^^^j^^^^^^^^^^^^H
MORE FOOD
FEWER ACRE(
^^?nzBnKnT/y, j
V^'VH ^^p ' ^P~^B~^''V*^
for dealer training for product promotion
and for sales training • service instructions • consumer education
A constant film user for almost 30 years, J. I. Case Company, leading farm
machinery manufacturer, has benefited from their carefully planned and
progressive film program. Their experience continues to prove that the visual
medium is a powerful tool for presenting a wide range of subjects accurately,
effectively and economically.
ATLAS FILM CORPORATION is proud of the fact that this industrial leader
depends upon the skilled and experienced Atlas staff for top-qualit>' films. For
the production of films to meet YOUR company's needs also, the modern facili-
ties of Atlas are available. Write or call us today about your specific objective.
ATLAS FILM CORPORATION
creators and producers of motion pictures, slidefilms, and television commercials
1111 SOUTH BOULEVARD OAK PARE, ILLINOIS
CHICAGO: AUSTIN 7-8620
NUMBER 2 • VOLUME II • 1950
15
TV
FEATURES
OF THE
MAURER
16 MM. CAMERA
The Maurer 16 mm. camera is the answer to your
exacting TV production requirements. Designed
specifically for professional use, it produces
steadier, sharper and more accurately composed
pictures under all conditions. Ease of operation,
combined with many other unique features make
the Maurer Professional tops in performance
and dependability.
The 16 mm. Camera Designed
Specifically for Professional Use!
For (htails un these and other exclusive
Maurer features, Write:
J. A. Maurer, i^c.
37-01 31st Street, Long Island City 1, N.V.
a
maurer
iiiiiiiiiiiiiiniiiiiiiiiiiiniiiniiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ B
16
USINESS SCREEN MAGAZINE
99
OSSIBI- V
..."IT'S IMPOSSIBLE TO PUT THE
AGGRESSIVE SELLING FILM SERIES
TO WORK WITHOUT INCREASING SALES"
These are not our words . . . they are the words of present
users of the Sleeping Giant Series of Aggressive Selling films.
This program consists of eight 35mm sound slidefilms, each
packed with selling HOWS. Each is designed to help your sales-
men, new and old, overcome the terrific resistance now in evi-
dence in TODAY'S buyers' market. Sales meeting material is
1. "The Sleeping Giant" — American
Salesmanship
2. "By-Passing Sales Resistance"
3. "The Attitude That Gets Business"
4. "What Do You Sell?"
furnished for use with each film. Likewise follow-up letters to
be sent into your salesmen's homes. You will have training
dynamite for a minimum of 21 consecutive sales meetings. The
program is permanent too . . . can be and should be used in-
definitely for new men you hire.
The investment.'' "Peanuts" say our users! Here are the titles:
5. "Are Prospects Really Different?"
6. "Pride in Price"
7. "Human Relations in Selling"
8. "Close Isn't Closed"
These Firms and Hundreds More Can't ALL Be Wrong
DuPont
Kalamazoo Stove Co.
Northern Ind. Public Service Company
Aluminum Co. of America
Kraft Cheese Co.
Clary Multiplier Co.
Westinghouse
Towmotor Corp.
Rexall
General Electric Co.
Sun Electric Co.
Vancouver Sun
Timken Roller Bearing
Richfield Oil Co.
Peerless Pump Co.
B. F. Goodrich Chemical Co.
McQuay-Norris
The Austin Co.
National Brewing
New England Life Ins. Co.
Permutit Co.
Tidewater Associated Oil Co.
DeSoto Div. of Chrjsler
American Brass Co.
Quality- Bakers of America
National Wheel and Rim
Hoffman Radio Corp.
Packard Motor Co.
Alemite Co. of So. Calif.
Philco Distributors
Dravo Corp.
Byron Jackson
Vi^e could put other testimonials in this space too but so doing wouldn't increase
your sales and profits — houeier starting to use this program uill.
Your business is different, we agree, and so are the many organi-
zations using the Sales Training Program, "Aggressive Selling."
All the users listed above have different products and serv ices to
sell. Their salesmen have different types of selling jobs, too. But
all need the same help — all have the same problem: — How to
Sell — How to Gel More Orders. That is what the Sales Training
Program, "Aggressive Selling" will do for you — increase
the effectiveness of your men, thereb) INCREASING SALES.
When shall we have a representative call to show you several
of the series in your office? Make it soon . . . the buyers' market
is here to stay for a long time. Your men need help like no time
in the past 10 years. Salesmanship has been dead for 10 years.
What are you doing about it.' Are you ready to do something
about it? If so, we're ready to help you.
Wr/fe or Vfire
(locket PiciuiAjeA.^ O^nxi^.
6108 SANTA MONICA BOULEVARD
HOLLYWOOD 38, CALIFORNIA
NUMBER 2
VOLUME II • 1950
17
1
LOOK FOR
whea you buy a bulb for yow projector
... and get all these advantoges
-^Maximum light! . "
* More uniform screen brightness
if Dependable performance
* Constant improvement
For bright, dear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
iinprove them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside ... for better per-
formance. Hate you looked at one lately.'
GE LAMPS
GENERAL AeLECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARYI
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN: 81?, NORTH DEARBORN STREET - CHICAGO 10
IN FOCIS:
•k At Prksstimk, these events
were of newsworthy interest
to makers and users of visuals:
Associations Active Sponsors
4 A dcfiniie trend is running
strong among trade and pub-
lic service organizations to
sponsor and distribute first- ^
rate factual films. .\ sequel <
to the .American Bankers As-
sociation first effort in this
direction is expected soon;
the National Restaurant As-
sociation is drum-beating its
existing films for increased
niemlier use; state laundry
associations are using their
nationally-sponsored subject
for consumer promotion. At
least seven other national
trade groups have new films
in production for this year.
Federal Visual Aids Workshop
« lo "extend and improve
the use of visual aids to train
Federal employees" the Fed-
eral Personnel Cotincil is
sponsoring a Federal Visual
.\ids Workshop at the Naval
Gun Factory in Washington
from April 24 to 28. Cannon
C. Hearnc of the U. .S. De-
partment of Agrictilture is
chairman of the program sub-
committee in charge of ar-
rangements; C. O. Henderson
also of the USDA is vice-chaii-
nuin of the Workshop.
Ideal's New Chicago Location
♦ A major film library in the
midwest is changing its ad-
dress this month as Ideal Pic-
tures Corporation leaves Chi-
cago's film row at 28 E. 8th
,St. to occupy new modern
quarters at SSE. South Water
St. opposite the Esquire-Coro-
net building of its parent
organization. Paul R. Foght,
general manager, announced
the move as part of a general
modernization program.
Kodak Holds Color Symposium
« Kony-fi\c film executives
and technicians from the U. S.
and Canada attended a sym-
posium on color and color
photography in Rochester,
N. Y. March 20-24. The event
was sponsored by the motion
picture film department of the
Eastman Kodak Company
and designed to present in-
lonnation about basic princi-
l>les of color and color photog-
raphy as well as a discussion
I of problems encountered.
BUS
hJESS SCREEN MAI3AZINE
18
■
|v., ' ^
NOW YOU CAN SEE AND STUDY
10 of Television's
Most Successful Commercials . .
PRIVATELY... RIGHT IN YOUR OWN
OFFICE. ..ALL ON ONE
FREE FILM!
To FULFILL MANY REQUESTS which we have had from advertisers,
and their agencies, to study the distinguished television commer-
cials produced by Sarra, Inc. for leading television advertisers, we
have prepared a special film featuring 10 of television's most successful
commercials. This film is available for you to have and study right in
your own office for as long as you
want it. Others will follow periodi-
cally. All you have to do is fill out
the coupon below and send it to our
nearest studio. We will immediately
make this film of 10 successful tele-
vision commercials available to you.
AMONG TELEVISION'S MOST SUCCESSFUL
ADVERTISERS ARE THESE SARRA CLIENTS:
Amion • Atourol • Bailantine Ale & Beer • Blatz
Brewing Company • Bulova • Eastman Kodak
Company • Eversharp Schick • Heed Deodorant
Heide Candy • Krueger Brewing Company • Lucky
Strike Cigarettes • Lustre Creme Shampoo • Miller
High Life Beer • National Shawmut Bank • Pepsi-
Cola Company • Sante Fe Railroad • Tasty Bread
I
Please send me the free film featuring 10 of television's most successful commercials
TITLE
ARHfhr-
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NEW YORK ; CHICAGO ■ HOllYWOOD
100 EAST 56lh STREET, NEW YORK 22, N. T.
I« EAST ONTARIO STREET, CHICAGO II, ILLINOIS
445 S. LACIENEGA BOULEVARD, HOUYWOOO 4>, CAL.
NAME
COMPANY
STREET
CITY
I would like to study this film for weeks. Dept. BS
PHOTOGRAPHIC ILLUSTRATIONS • MOTION PICTURES • SOUND SLIDE FILMS • TELEVISION COMMERCIALS
NUMBER 2 • VOLUME M • 1950
19
PennsVi;fol^KK TKKO^,,tica^ ^^\ , release «/ ,xlo>^^-^
.ennsYl;t;as^^ ^ trea^^l-^^" ^ relef ^e fo;i
3 ,613 .3^*^
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finally ^^1 °Sani^ai^^°dienceS^^\';dicat«ycture. /J
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20
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AUDIO PRODUCTIONS, INC
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE • FILM CENTER BUILDING • NEW YORK, N. Y.
BUSINESS SCREEN MAGAZINE
Current Trends in Business Films
REVIEW OF SPONSORED FILM PRODUCTION DURING FIRST SIX
MONTHS OF 1949 PROVIDES DATA ON C:ONTENT AND PURPOSES
it Of the many questions which Business
ScRi 1 N cchiorial othtcs arc callcii upon to
answer c\ci\ ila\, lew are more Ireciueni than
ihiM';
1. What |)irienla';e ol Inisiness films are in
color?
2. How lonu is (he average film?
:!. W'hal incluslries are most acti\e in usina;
films?
4. Who sees iliein?
5. What are most iil ihem about?
The answers lo these questions are not easily
come bv. There is no typical business film.
There is no ispiial business film audience.
But in an cftort to see what could be set
down as a fairh accurate estimate, we ha\e
compiled fiumes on as many business films as
we could find, released during the first six
months ol 1919. (Other estimates will be
made in hniue issues based on films of the
last half of 1949 and on the first six months
of 19,50 to see it an\ trends can be judged.)
A. What is the length of the average business
motion picture? I he a\erage: 25.2 minutes.
Fiom the total listed, these percentages
applv:
7''o were less than 1 1 minutes in length.
8% were from II to ] 5 minutes long.
17% were from IG to 20 minutes long.
28% were from 21 to 25 minutes long.
22";, were from 26 to 30 minutes long.
]2''o were from 31 to 45 minutes long.
Only 6% were over 45 minutes in length.
Note: of films intended for public showing,
the trend is definitely toward the preferred
20-minute length, keeping in mind luncheon
meetings, classroom periods, etc.
B. What proportion of these business films
were in color? The percentage: 58%.
C. Where were these business films originated?
52"o of the total originated in the east.
33"^ were bought by midwest firms.
15"^, originated on the west coast.
D. What industries sponsor the great bulk of
business films? The list is inclusive of all
industries, even in a six-months period, but the
leaders were:
9"o of sponsors were electrical manulactur-
ers.
8% were petroleum refiners and marketers
7% were railroad and airline companies.
fi% were public utility companies.
6% were health associations and groups.
4% were farm implement manufacturers.
4% were chemical manidacturers.
4% were automobile manufacturers.
4% were banks and banking associations.
4%, were insurance companies.
4% were Iniilding equipment manulaclur-
turers and supplieis.
In the remaining 4()"j, were a host ol spon-
sors representing service industries, metals
manufacturers, and a lairly complete cross-
.section of industrial .America.
E. Where are home offices of these sponsors?
♦ riie matching percentages compare closely
to production centers with 58% in the east:
30% in the midwest; and 12% on the west
coast.
F. What types of audiences are most business
films designed to reach?
♦ iVIany ol the films are midti-purpose. Usu-
ally employees are shown all public relations
films of a sponsor, as well as those made spe-
cifically for intra-company use. But including
in the category "general public" all those films
which the general public is invited to boriow,
the results show:
53"p of films produced for the general pub-
lic or consumers.
26"p produced for definite prospects or pro-
spective customer groups only.
]{)"[, for salesmen and dealer audiences only.
()% for the sponsor's eiriployees only.
3% created for the schools only.
2% created for stockholder showings.
G. What are most business films about?
♦ Many films cover a variety of subjects. One
film may be so "sugar-coated" as to be com-
pletely an entertainment picture, but if the
product or service is introduced at all — that
is the "subject" as far as the sponsor is con-
cerned. But, breaking the list down to pro-
jjortions, we find:
64% are public relations films mainly or
partiallv about the product or service the
company renders.
17% are employee relations or public infor-
mational films about compain operations
with little or no relerence to the product or
service.
13% are concerned with the important area
of health or safety education.
6% are sales training or technical training
films.
These percentages, especiallv in the latter
6°;, ol training films would be greatly altered
bv taking into account the numerous in-service
training materials not publicized for com|>eti-
tivc reasons: the large percentage of sound
slidefilms and motion slidefilms largely pro-
duced tor training pmposes, etc. It is most
apparent that one great tuncticjn of audio-
\isual communications is to improve internal
employee, salesman, jobber and dealer under-
standing of complex business and industrial
problems through better communications. • .
1 • . ^ -
National Safety
FILM AWARDS
THE National CoM.vimti-; on
Films for .Safety, meeting in New
York City on March 22-23. has selected
fi\e Uimm sound motion pictures and
three sound slidefilms produced in
1949 for national honors in this im-
portant field ol public welfare.
First award winner in the general
safety field was Safe As You Think, a
30-minutc black and white motion pic-
tme s|«)nsored b\ the Geireral Motcjrs
Cor]joration and produced by The
Jam Handy Organization, Inc. The
picture's imaginative plot theme helps
bring out the needless chances an
average person takes.
Top honors in the important field ol
traffic and transportation salety were
given Ldil Date, a dramatic l(i-minute
presentation on reckless driving by
teen-agers, sponsored bv Lumbermen's
Mutual Casualtv Company and pro-
duced by Wilding Pictuie I'loduc-
tions. Inc.
Safe Clotliiiig, a brief (7-minute)
humcjrous film on when and wh\ un-
safe clothing causes accidents, was
given first place in the field of occu-
pational safetvi Produced by the Na-
tional Film Board of Canada for the
Canadian Department of Labor the
film is distributed in the U. S. by the
Castle Films Di\ ision of United World
Films, Inc.
Special honorable mention was ac-
corded the 23-minute color film Yaxl-
ing Logs, sponsored by the Pacific
Northwest Loggers .Association and
pioduced by the Rarig Motion Pic-
ture Company of Seattle. The Koda-
chrome film shows how sale logging
(CONTINliED ON THE NEXT PACE)
NUMBER 2
VOLUME II
21
(continued from THF I'RFCFDINC PAGE)
operations ;ne conducted in llie yards after
trees are felled. Another honorable mention,
this one in the field of traffic and transporta-
tion safety, was given to It's l'j> to You, a 2'i-
minute color film on curtailment of highway
accidents through education sponsored by the
Standard Oil Ckimpain <if Clalilornia and pro-
duced b\ F. .\f. Williams for the company.
Honorable mention was also given I'iie in
Miiiitilun'. a liS-minute color film on the
origin ol fires executed with the help of minia-
luie models. I'his film was sponsored by the
Libert) NfiUual Fire Insuiance Company, Bos-
ton, and pioduced by the Master Motion Pic-
ture C>)mpany.
Four Sound Slidefilms Rfceivi- Aw.ards
Hfrc's How, a 15-minute black and white
sound slidelilm in cartoon ireatmeiU, spon-
sored by the Zurich-.American Insurance Com-
panies and Rough Riders, also a l,")-minute
subject in similar style from the .same source,
were given first mentions among sound slide-
films submitted in the fields of occupational
anil tiaffic safety. I5oth subjects were pioiluced
by Paragon Pictures, Inc.
Special honorable mention awaid was gi\en
to F.asy on the Eyes, a 14-niinule motion slide-
film on eye protection produced for the Na-
tional Safety Council by Sana, Inc.
Senifint or Destroyer, a 30-ininute color sliile-
film submitted by the American PetiDleimi
Institute was named for honors in the general
safety class among soiuid slidefilin entries.
Jeanne Dawson, just released from the hospi-
tal, recalls tragic events of her "Last Dale."
James S. Kemper (?%/(() chairman of Lumber-
tnens Miittial Casualty Compnjiy receives the
Award of Appreciation of the International
Association of Chiefs of Police given him at
the Palm Spri)igs, Cal. premiere of "Last Date"
by California Highway Patrol Commissioner
Clifford Peterson.
PICTORIAL PREVIEW OF "LAST DATE"
Featuring Joan faylor and Robert Stern
SU)rv bv fJruce Henry ■ Lew Collins Directed
Produced by Wilding Picture Productions, Int.
"/( all started the day of the big game, when
S'ifk asked me to ride in his new hot rod. . ."
Premiere Audience Acclaims 'Last Date'
■k A world premiere at Palm Springs, Califor-
nia, earlier this year at which James S. Kemper,
chairman of Lumbermen's Mutual Casualty
Company received the Award of .Appreciation
of the International Association of Chiefs of
Police, was the setting for the first |>ublic
screening of Last Date.
This headlined event, a neiwoik broadcast
of the ceremonies, and attendant national
publicity foreshadows a tremendous future de-
mand among safety conscious groups for the
free loan prints of the film which will be made
a\ailable subseijtteni to its preseiu theatrical
first-run bookings by Modern Falking Picture
.Set vice. Inc.
Few sponsored film productions ha\e been
given the sendoH received bv Last Date and
its theme-phrase "leenacide. " William (Hop-
along Cassidy) Boyd told American young-
sters, "f've just seen a picture that everyone in
.\merica should see, especially young Ameri-
cans. I'm convinced that Last Date will cut
down teenacide. "
Bob Hope, another honored premiere guest,
called Last Date "a wonderful lesson for boys
and girls and even some of the men and
women of our nation — everyone should see it."
Pointing the vital theme of this dramatic
film, Mr. Kemper reminded the premiere au-
dience that "last year 7,100 children were
killed and 320,000 injured on the highways."
the film is especially pointed to this prob-
lem as it tells the story of four teen-agers whose
li\es are tragically atfected by carelessness,
"Larry didn't tike it a bit but I thought he
was jealous when we xoent to the dance."
"Nick was tlicre and asked me to go for a brief "/ tried to caution .\nk against his rcikless ".Vo you see, it would have been better if I
ride again... not more than 15 minutes.'
speeding. . .but we crashed head-on. . .'
had died too . . . I'x'e had my 'Last Date.'
22
BUSINESS SCREEN MAGAZINE
h
'\it.¥
as ysusTBINR
G.M;s Safe Thinking
it 1 <ii'-(^i Ai [ n l'R()[)i ( I ION distinnLii^hcs tlii>.
ytais National Salcty award-winner in tlic
field of general saletv. Snfe As You Think is
more than an e\e-filling leature. howe\cr. for
this General Motors institutional motion pic-
ture is a lonviniing testimonial on behalf of
snfe thinking about the daily hazards of job,
home, and traffic safety.
Its principal "object lesson" is an everyday
)oe who fiuurcs to out-luck these hazards and
ends up inside llie pearly gates for some hea\-
cnh guidaiue. As he and the audience learn
— \ou ha\e to keep thinking to keep sale.
1 here's a minimimi of CM and maximum of
unselfish, straightforwaid public education in
this production. Best scenes include a dra-
matic sequence on a near-traged\ a\erted by a
vmnigster cnroute home from school and a
similar seijucnce ieatming a woman dri\er.
Jam Handy produced this winning entr\.
Fkatirks Ernest Truex i.n Top Film
Saje As You Think features veteran player
Ernest Truex in this dramatic presentation of
a plea for the right attitude towards safety.
General Motors are especially commended
lor an awareness of a constant public safetv
need and in this continued promotion eflort
have provided a minimum of G.M and a "maxi-
mum plea for all people to de\elop the habit
of thinking safely." .\ |)remiere screening at
the recent National Safety Congress was ac-
corded a fine reception. The film is distrib-
uted by the General Motors film library.
Entries Judged by Prominent Jury
The National Committee, which includes
membership of delegates from many leading
U. S. public agencies, the .\merican .\utomo-
bile .Association, welfare organizations, etc., is
headed b\ Prof, J. Sterling Livingston of the
Harvard School of Business .Administration.
Formal presentation of honor placpies will
f)e made later in the Spring. Thus far only
first notification of the selections has been
made to the lompanies and groups whose films
were named. William Englander of the Na-
tional Safety C>)inicil is secretar\ of the Na-
tional Connnitlee on Films for Safety, one of
the few national groups of its kind making
selections of outstanding business films.
Thirty-one siiljjccls were screened by mem-
bers of the committee dining the two-dav
judging session at which a majority of mem-
bers of tfie group were present. •
Fire Prevention Is Another Essential
Problem Met By This New Safety Fihii
■k \\\ important (oniribution to the aiulici
\ isual aids available to safety engineers and
others responsible lor employee training as
it concerns fire prevention, is the brand-iuu
.111(1 highly informaiiye motion picture, Stnji
/ nrs — Sni'c Johs. just released by .\uclio
I'loduc lions. Inc., and endorsed by the Na
lioiial Board of Fire Underwriters and the
Factory Insurance .\ssociation.
This picture is certain to bring home to
each and e\ery employee his or her personal
usponsibility for fire safety, implanting as
well the thought that each of us has his
job at stake when carelessness in the plant
is allowed to go unheeded.
■Nation's Fire Losses .Are Treme.ndoi s
Eyery audience will learn from this film
thai fires in industry cost this country and
its wage earners hundreds of millions ol dcjl-
lars each year. The insured loss alone ex-
ceeds 5200,000,000 annually. To this must
be added the loss of lives, health, medical
expenses, rescjurces, raw materials, profits and,
not the least of these, the loss of jobs with
its resultant economic difficulties for wage
earners and their families.
To assist in the job of rechuing all siuh
losses, the picture explains the three prin-
ciples of fire safety:
1. Fire Protection Engineering
2. .Management Cooperation
;!. Employee Coojieration
Emplayer Cooperation is the main theme.
In non-technical terms, for old employees as
well as new ones, the picture clearly explains
and cautions against such industrial fire haz-
ards as: vapors, dust, static electricity, bad
wiring, misuse and abuse of electrical ec|ui]3-
ment, lack of precautions — lor example, when
welding, and dangerous working habits.
Film Is .Available for Direct Pi rc:hase
The script was written and the film pro-
duced under the guidance and with the co-
operation of the National Board of Fire Un-
derwriters and the Factory Insurance .Associa-
tion. The actual photography was made with
the cooperation of many well known indus-
trial concerns who put their facilities, safety
supervisors, and fire engineers at the pro-
ducer's disposal.
Because, and only because, these many or-
ganizations and companies and their safei\
engineers cooperated fully in both research
and production, supplying time, talent, per-
sonnel, facilities and equipment, it is pos-
sible to make this film available to all indus-
trial concerns at a very low price per print.
The film is a sound motion picture, avail-
able in both 3.5mm and Ifiinin, and runs ap-
proximately nineteen minutes. Ifinim prints
can be secured at a price of S47.00 each,
F.O.B. New York, b\ letter, wire or phone to
.\udio Productions, Inc., Film Center Build-
ing, 630 Ninth .Avenue, New York 19, X. Y.
Right: "Stop Fires" stresses these hazards (lop
to bottom) welding is dnngerons: fuel is ahvays
on the job: worn insulation causes fires:
ground the nozzle to avoid spark hazards: dust
1)11 duels and trusses must be removed.
NUMBER 2 . VOLUME
• 19 5 0
New Jersey Railroads Film
Shows Tax Inequality Problem
Sponsor: Associated Railroatls ol Nciv
Jersey.
Title: )\'liat Do Ymi Knoio About AVii'
Jersey?, 20 minutes, color, produced
by Audio Productions, Inc.
•k Death and taxes are supposed to be
two subjects least likely to interest, mucli
less entertain, the average person. W'c
may not be able to escape them but.
certainly, it is seldom that we seek them
out, particularly on film. Yet, taxation
is the subject and prime interest in this
entertaining color motion picture which
tells its story by taking the onlooker for
a visit to New Jersey, where we witness
the fundamental importance of the
thought "never take out more than you
put back" as applied to agriculture, edu-
cation, natural resources, business and
industry and, finally, railroads.
New Jersey is shown as the leading
state in farm produce per acre, as third
highest in per capita expenditure for
education, a leader in manufactures per
capita, a possessor of great natural re
sources for industrial progress and for
vacation enjoyment, and as the state witli
more miles of railroad track per ])erson
than any other state.
The point of the film, expressed graph
ically, is the great discrepancy between
taxes paid by New Jersey railroads and
that levied by other states. Whereas rail-
roads throughout the nation pay an
average of .§1,203 jjer mile of track, Ne^^
Jersey levies $10,730 per mile, which is
more than double the average net income
of New Jersey railroads, approximatch
$5,000 per track mile.
The film expresses the jiroblem ol
maintaining the railioads in good con
dition and increasing the cjuality and
scope of their ser\ices in relation to the
requirements of the state. It hints at the
possible jeopardy of the tax burden on
the railroads' 38,000 employees in the
state and $124,000,000 in annual wages.
Despite the factual presentation of the
tax problem, the onlooker is not aware
of any obvious argumentation on behall
of the sponsor's problem. Each asset ol
the state is shown in a pleasantly inform-
ative manner and human interest.
Showings of What Do You Knoxc
About \'eu< Jersey? are schedided for
clubs. Chambers of Commerce, PTA's
and schools within the State of New Jer-
sey. It is certain the picture's audiences
will find real interest in seeing their
state so handsomely presented and in
learning about the things which make a
commonwealth "tick ".
What's Your I. Q.?
\ NEW SAFETY COUNCIL FILM SHOW
BlULT ON AUDIENCE PARTICIPATION
■k Containing its own "built-in" audience par-
ii(ipation theme, a new National Safety Coun-
cil film program furnishes a fresh approach to
safctv training as well as something new in
production technique. What's Your Safely
I. Q. was pioduced for the Council by Sarra,
Inc. in two versions — a motion pictiue and a
sound slidefilm.
Self-equipped community and industrial au-
diences alike are thus available. The 15-min-
ute program dramatizes "off-the-job" safety
hazards and asks the audience to identify them,
before the correct answers are flashed on the
projection screen.
Ten visual quizzes are included, covering
hazards that cause thousands of accidents in
the home, in traffic, and in recreation. The
audience is gi\en from 12 to 15 seconds to spot
safety errors before the narrator points out the
hazards in each situation and tells what can
be done to remove or avoid them.
The 1 6mm sound-on-film version is in the
familiar "motion slidefilm" technique, con-
taining the same illustrations as the sound
slidefilm. Wipes, dissolves, pop-ons, barn
doors, and pushoffs — all familiar de\ ices —
give the illusion of motion picture action.
Wliat's Your Safety I. Q^.? was produced
under the supervision of John M. Roche, man-
ager of the N.SC industrial division, and Glenn
Griffin, director of industrial safety, Joseph G.
Betzer, Sana's planning director, and H.ur\
What's wrong here? This scene from "What's
Your Safety LQ.?" shows several "safety errors"
such as curtains blowing over gas range; pot
handles protruding where the youngster can
reach thetn: and grease on the floor.
W. Lange, production manager, super\ ised for
the producer. Script was by Wayne Langston.
Highway Users Conference Tells
Story of U. S. Roadbuilding
Sponsor: National Highway Users Conference.
Film: Horizons Unlimited. Producer:
R.K.O. Pathe.
k The highwa)s to Horizons Unlimited are
the plain, everyday roads over which 145 mil-
lion people move on wheels to knit together
the world's richest, technically most progres-
sive nation, and the romance of these high-
ways is told in the new sound inotion picture
of that title, produced recently for the Auto-
mobile Manufacturers Association by RKO
Below: Typical scenes from the Safety Couuiil "c/uiz" film slimo flagrant "safety errors".
24
P;uIk'. ami ipoiisoicil l)\ die liif^liuav Hans-
piiitalion indiistiiis ol Ainciica.
I'or 17 miiuilfs this liliii spins the story ol
hnu- hij>lnva\s ha\c opined up isolated areas
ol our counir\ to laiiners, and how they now
make it possihle to speed larni produce and
industrial connnerce over the vast areas ol the
I'nited Slates. It shows how trucks, buses and
aiuoniobiles are really magic carpets whisking
Americans and American goods to hori/ons
milimited. It shows how highways bring the
hundreds of individual pieces of the gigaiuic
jigsaw puzzle of human activity togethei and
drop each one into place.
.\vailable in both Itinnn and S5mm sizes,
Hviizutis Unlimited may be borrowed without
charge by writing to the Film Dept.. National
Highway Users Conference. 938 National Press
Building, Washington 4. D.C. There is no
achenising of anv kind in the picture. •
Typual sifiic jynm "Coming Home"
The Story of T. B. Control
Sponsor: National Tuberculosis .Associa-
tion.
Title: Coming Home, 15 minutes, black
and white, produced by Sound Mas-
ters, Inc., supervised by Film Coun-
selors, Inc.
•k The National Tuberculosis Associa-
tion has sponsored about fifteen pictures
since the early thirties. The surprising
thing is that the general story line of
most of them is almost exactly alike.
.\side from some specialized films made
for Negro. Spanish speaking and .Ameri-
can Indian groups in the U.S., most TB
films are a document of the discovery,
treatment and care of one man, and how
the disease affects the lives of his family.
This one theme has been done in
exemplary fashion in the past few years
—as in Time Out and They Do Come
Back — and Coming Home is no excep-
tion. It combines dramatic treatment
with animated sequence in presenting a
narrative that deals with all aspects of
TB control. It shows how TB is con-
tracted, how it can damage the bodv, how
it may affect a familv's economic status,
how it can be cured, and how- the patient
can be restored to producti\e and com-
fortable living.
TB films may be obtained on fiee loan
from the National Tuberculosis .Associa-
tion, 386 Fourth .Avenue, New York.
Year 2000: Ethyl employees who signed up in
J 950 are now pursuing favorite hobbies.
■Also Circa 2000: n liappy family s(eni- at-
tributed to life without worry under jAan.
Ethyl's Positive Approacli on Pensions
"THE FUTURE IS WHAT YOU .MAKE IT" GIVES EMPLOYEES CLEAR FACTS
•k "What — another deduction?" This was a
t\pical reaction of some Ethyl Corporation
employees when presented with the company's
plan for retirement income, group life insur-
ance, hospitalization, accident and sickness
benefits. Joe Employee is laying out plenty
right now, he thinks, for withholding taxes,
social security and unemployment insurance.
He wonders where it all ends; thinks pretty
soon the withholdings may eat up half his
pay, and he doesn't like it.
Enough Ethyl employees didn't like it that
the company thought the plan had just not
been presented in an understandable form.
Ethyl's contributory retirement, health, acci-
dent and life insurance plans are as generous
as any comparable large companv's in the
country. Ethyl pays a share equal or more in
every instance to the employee's share in all
the benefit plans. But a lot of Ethvl people
just wouldn't buy this good deal.
The company used posters, booklets, talks
and practically every other way it could devise
to show that the teeth of the gift horse pension
and benefit plan would not bite. It registered
to some degree, but not anywhere near enough.
Joe Employee was still fed up with deductions.
Finally it was decided that only a dramatic
presentation, with the point of the message
inescapable to any employee, would do the
Graphic Facts: pension plan income plus
other sources (Federal and sax'ings) spells
security for Et/iyl employees.
trick. The company plainied a film, for fast
delivery, that would tell the storv in terms
that Joe Em])loyee couldn't help but under-
stand.
"Understand" is perhaps not the word — all
Eth\l employees, after all, read and listen and
look. The booklets and talks and posters had
been "understood" surelv enough, but thev
had not been "sold".
It takes all the skill and imagination of
company officers and the Board, itself, these
days, to reach not only the consumer, but Joe
Employee, himself. Ethyl realized that it could
no more reach employees with flat statements
— inducements based on pure logic — than it
could reach consumers without the preferen-
tially positioned "zoo" ads which have been
luring customers from the national magazine
readers, or without the excellent Ethyl films
and the large audiences they have won during
the past few years.
It was decided to blanket all employees with
a graphic motion picture — for the subject
really needed factual, visual presentation,
done in color — for appeal and emphasis,
and with a strong motivation qualitv — to
strike home the tangible benefits of the plan
in terms the employee could "feel" and
"want" rather than just "understand".
Ethyl engaged the Pathescope Company to
produce a film which would replace a "bal-
ance sheet" type of presentation by tech-
niques calculated to induce an emotional ele-
ment into the essentiallv actuarial plan.
The result is a semi-animated. 16-niiniue
color film. The Future Is ]]'hat You Make It,
which was being shown to Eth\l employees
last month just six weeks after the decision
to use such a film was made.
It is still too early to estimate the results
of the film approach to the plan, but Ethvl
employees will undoubtedly carry away a
more favorable aspect of the company's ben-
efit plans than before. .As in all motivation
techniques, the aim is to produce such a pcisi-
tive reaction that the subject is induced to
"sell" the idea, not only to other employees,
his family and friends, but himself. •
NUMBER 2 • VOLUME II
19 5 0
25
A BUSINESS SCREEN "BETTER SHOWMANSHIP" CAMPAIGN FEATURE
Quiz: How Good is Your
PROJECTION TECHNIQUE?
Prepared by Harold R. Nissley, Past President, Cleveland Film Council
■k Answers lo ilie ioUouing questions will
indicate how hard (or easy) vou are on both
etjiiipment and fdnis and liow smooth a "show"
you run.
1. Put a plus (-|-) behind each of the state-
ments below which is true and a minus
sign ( — ) behind each which is false:
a. Most film scratches are caused by a
sharp or burred projector film
gate:
b. If you can just read fine newspaper
print in a room, it is too light to
show pictures to advantage:
c. For best results, the central axis of
the projector or lens should be
perpendicular to the center of the
screen:
d. If film is not rewound tightly on
spool, pull end to make tightly
wotind reel;
e. Never rewind a film which has
inadvertently gone onto the floor
without passing it (lighth) through
a clean cloth or handkerchief:
f. Most silent 16mm films may be
shown on sound projectors:
g. Color film should be shown
through special color lenses:
h. A projector used several times a
month should be oiled once a year:
2. Match the following terms and phrases by
placing the proper letter (s) behind the
statements in the right hand column below:
Projector not perpendic-
idar to screen
Framer out of adjust-
ment; turn screw or lever
a. Film flicker
b. No soinid
c. No light on
screen
d. Sound distorted
(low base noises)
e. Spots and streaks
on film
t. White or dark Insufficient loop (may
border at top (or cause permanent damage
bottom) of screen iq film)
Light switch off
Exciter lamp burned out
or defective socket or
wiring
Prior abuse
image
Machine-gun
sound
Difficult to get
Motor switch on "silent"
16 frames/second
Running silent film on
3. The best way of darkening a room several
times a year is:
a. Provide dark drapes for the win-
dows
b. Install Venetian blinds .__
c. Put in overlapping dark roller
shades
d. Fill in window areas with tile or
brick
e. If only a few windows cover with
paper or cardboard
4. The best way of sending fdms is:
a. R. R. Express
b. Air Express
c. First Class mail, "Registered"
d. Third Class mail, "Special Deliv-
ery"
e. Parcel Post, Special Handling (In-
sured)
5. What should you always have on hand
when showing films to tide you over a film
break?
(). What other accessories besides the ones
mentioned in colinnn three should you have
to minimize last-minute fussing and show
interruption?
7. What are possible causes of extraneous or
iMuisiial noises in soinid film showings?
SEE PAGE 47 FOR CORRECT ANSWERS
(AND VOUR RANK AS AN OPERATOR)
both sides of sound hook-up
screen into sharp Projection lamp burned
focus out
8. In setting up a 16mm sound film showing
for a group of 20 people, put the proper
step sequence behind each step below (i.e.
put "1" opposite the first step and "2"
opposite the second, etc.):
a. Get sharp focus on white screen b\
adjusting lens back and forth until
black and white edges (and dirty
spots) become sharp.
1). Check power source for A. C. cur-
rent (Sound projectors will not
work on D.C.; most silent projec-
tors will work on D. C.)
c. Wrap projection cord once around
nearby table leg or other anchor
spot so projector will not be pulled
off table or stand if someone trips
over cord.
d. Vary distance between screen and
projector, if convenient, so as to fill
most of screen (but no spillover)
with image.
e. Appoint someone near light "keep-
er of the lights".
f. Thread film into projector accord-
ing to instructions or diagram on
the projector case.
g. Rewind film onto original reel per-
mitting film to pass through lightly
held clean cloth (or handkerchief)
if dining its showing dirt spots
appeared on the screen. If film
broke or was damaged during or
before showing; (a) put it together
with white tape and (b) tell the
owner about it so he can make
necessary permanent repairs when
it is returned (Parcel Post, Special
Handling, Insured).
h. Clean gate with handkerchief or
other clean cloth (in order to pro-
tect film hom scratches).
i. Clear up dirty spots on white screen
image by cleaning optical system
with lens tissue, camel's hair brush,
or clean handkerchief. Test. Blow
out any remaining lint or dust.
j. Check room for adet|uaie window
covering to insure darkness (less
than one toot candle) particularly
on the screen stnface. _
k. Clean the machine immediately
after showing. Small pieces of film
emulsion that have become lodged
around aperture come off easily
w hen the projector is warm but are
difficult to remove when cool.
m. Check projector operation carefully
within the first minute of showing.
If dim is feeding properly, especial-
1\ on take-up reel, during first 30
seconds, the chances are excellent
that everything will be O.K.
througholU showing.
n. Plug in projector and try power. ~
II. Turn on sound rlieostat (at least
30 seconds before show starts).
|). Check projection case for extra pro-
jection and exciter lamps and one
extra luse. .
26
lUSINESS SCREEN MAGAZINE
Borden's ''Success Story"
* CooperalioTi all the wav from the president
down to the route salesnicn paid off in rapidlv
mounting sales to the Borden Company's divi-
sion in Madison. Wisconsin. .And seeing the
outstanding sales record of this division, top
executives of Borden decided to tell the Madi-
son Kennedv-Nfansfield division stor\ to its
other di\isions across the countrv.
I'o do this, the Borden Mid-West District
was directed to set up a xisual program ex-
plaining the valuahle sales methods that had
jum|)ed up the sales in Nfadison.
Three-dimensional stereo photography using
color and sound was chosen for the job.
The R. M. Schmitz Company of Madison,
industrial consultants, produced the program
in cooperation with .\rtliur Towell, Inc.. ad-
vertising and merchanting counsel. On-the-
spot scenes were used showing salesmen, lab-
orator\ technicians, office workers, and execii-
ti\es pulling together to bring about smoother
and better operation.
This film is patterned after the old three-
dimensional pictures used in the old stereo-
scope. The novelty of seeing pictures with
depth, in itself, is enough to keep the viewer's
attention.
The slides are designed niainlv for super-
visorv personnel. In showing the films to the
divisions, the group is to be shown the pictures
a second time without the sound for re\ iew.
Then, using an outline of the important
questions and topics, a discussion follows
which enables the members of the group to
give serious and constructive thought to what
thev have learned.
For the various outlying divisions which are
not equipped to show stereo, the fifteen-minute
film has been produced also in 35mni Koda-
chrome two-dimension 2x2 slides. •
Technique in Steel Construction
Sponsor: The .\merican Institute of Steel
Construction. Inc.
Title: Build With Steel. 25 minutes, col-
or, produced bv .\rgo Films, super-
vised b\ Film Coimselors, Inc.
■k The .\merican Institute of Steel Con-
struction has maintained a good library
of six motion pictures, over a thousand
slides, and photographic portfolios for
some vears. .All of these are a\ailable on
free loan to architectural, engineering
and student groups.
In order to bring the library up to
date, renew contacts with audiences who
have seen previous .\ISC films and de-
scribe new techniques in steel construc-
tion, the Institute, this year, is presenting
a new film, Build With Steel.
The new picture, set in a slight plot,
is simph an over-all \ iew of the mechan-
ics of fabricating and erecting light occu-
pancy steel structures. Good animated
sequences show structural advantages.
Build With Steel is available at .\I.SC
headquarters, 101 Park .\venue, N. V.
Host at N.V. pre.mier u'iis Thomas D. Cabot
(center) vice-president and treasurer, shown
with (left) James .4. Walsh, president. .Arm-
strong Rubber Company: and (right) Owen
J. Bro-wn. Jr., v. p. and general sales manager.
Dr. W altkr R. Smith, diief rrseardi diemist
for Cabot (right) chats ifith (left) Robert G.
Seaman, editor of India Rubber World and
(center) J. H. Fielding, chief compounder,
.irmstrong Rubber Company.
Cabot Premier for "A Study in Blaciv"
DISTINGUISHED AUDIENCE .\T N. Y. SHOWING OF TWO NEW C.\R.\VEL FILMS
WiTHOiT CARBON BLACK, each tire on
an automobile would be four poimds
lighter — and would wear out after
just a verv few thousand miles of use. Car-
bon black is the main ingredient of these
printed words on paper, and the "coloring"
of thousand of plastics, lacquers, varnishes
and paints. It is the blackest and most finely
di\ided substance known.
The carbon black industry has grown to
its present size largely to fill the require-
ments of the rubber industry. Prior to 1914.
it was used principally for printing ink, but
upon discovery of its ability to reinforce
rubber, more than tripling the life and tread
wear of a tire, the industry has expanded
tremendously. Well over a billion pounds
of carbon black were sold in the United
States last year.
To dramatize this important, but not too
widely known industry, Godfrey L. Cabot,
Inc., a leading carbon black manufacturer,
has been using motion pictures since 1939.
In the past eleven years, the company's au-
thoritative film. Inside the Flame, has been
shown some 2800 times— to technical groups
totalling over 500.000 persons.
This vear. to renew old acquaintances with
audiences entertained and informed in the
past bv Cabot films, the companv is introduc-
ing a new picture, A Study in Black, (color,
28 minutes, produced by Caravel Films, Inc.,
which also pnxiuced the earlier Cabot film) .
-\t the premier showing in New York, last
month, Thomas D. Cabot, vice president and
treasurer, and son of the founder of the old
Boston concern, described the nature of the
carbon black industry and explained new
technical advances made by the Cabot com-
pan\ in production. de\elopment. research.
He told about the gradual change taking
place in production of carbon black from
a natural gas base to production from an
oil base. He spoke about the company's re-
search program which was recently allotted
5680,000 to carry on work aiming at new
and more economical production methods
and better applications of the product.
.Attending the premier showing and din-
ner at the \\'aldorf .\storia were leading in-
dustrialists, press and national business pub-
lication representatives, including Charles S.
McCain, Director, B. F. Goodrich Co.: Jer-
ome C. Hunsaker. Director, Goodyear Tire
& Rubber Co.: .Alexander Fraser, Chairman
of the Executive Committee, Shell Oil Co.;
H. L. Titus. President. Carbon Black Export.
Inc.: Harry T. Klein, President, The Texas
Co.: B. Brewster Jennings, President, Soconv
\'acuum Oil Co.: .A. E. Horn. President, Horn
Division, Sun Chemical Corp.; J. A. Walsh.
President, .Armstrong Tire & Rubber Co.:
Flovd Blair, Vice President, The National
City Bank: and S. W. Mackenzie. Director
of Purchasing, U.S. Rubber Company.
These top management officials saw a fine
presentation of the carbon black story from its
basic mechanics and structure (through tech-
nical animation and close-up photography) to
its actual production on the spot in Cabot's
dozen or so plants in tlie southwest. Other
scenes showed the manv industrial applications.
.4 Study in Black is available on loan to
technical groups and schools from Godfrey L.
Cabot. Inc., 77 Franklin Street, Boston.
Premier Showing of "Good Company"
•k Unveiled at the same time, was a new Cabot
employee relations film. Good Company (also
produced bv Caravel Films) . This picture in
color and 26 minutes in length was filmed
simultaneouslv with .4 Study in Black.
Good Company describes the first day on the
job for a typical new Cabot employee, and
leads him through his opportunities and ad-
vantages in the Cabot company.
Judging from the film. Cabot plants are
prettv good places to work — not only a good
company, but "good company" for manage-
ment, workers and their families, alike. •
NUMBER 2 • VOLUME II • 1950
27
Industrial Audio -Visual
Association Elects Board
R. P. HOGAN IS NAMED PRESIDENT FOR 1950:
PAST EXECUTIVES RECEIVE SERVICE AWARDS
Riciivi- LWAStRvicK Awards: /') llie pidure
at Irfl (t I" I) ore O. H. Peterson. rctninglAV A
Incsuknl; /, T. Haxokinson, imisurer, who
made- the presenUttions: and II'. M. Buslablr.
past president, shoion receix'ing the organiza-
tion's new sen'iic awards.
MEMBERS of the Industrial Audio-Vi-
stud Association, attending the fourth
annual meeting of this national or-
uani/ation of business film users on March 14,
15, 16 at Chicago's
Hotel Knicker-
bocker elected R.P.
Hogan ol the Kralt
Foods Conipan) as
president. Joseph
,S. Schieferly of the
Standard Oil Com-
pany, (N.J.) is the
new vice-president.
C. R. Coneway,
Humlile Oil & Re-
fining Company, is
corresponding sec-
retary. J. T. Hawk-
inson, Illinois Cen-
tral Railroad, I AV A
treasurer, and I).
F. Steinke, Dow-
Chemical Compa-
n\', recording secre-
tary, were reelected to ser\e second terms.
Members of the Ad\isory Council are Gor-
don Biggar, Shell Oil Company, eastern re-
gional director: G. M. Rohrback, Deere &
Company, central regional director: and V. H.
Hunter, Union Pacific Railroad, western re-
ginal director. Tom Hope, General Mills, con-
tinues as northern regional director. Other
members of the I.WA Advisory Council for
195(1 include these chairmen of committees.
Conference Inform.mitv (shown below, I to r)
are J. T. Hawkinson. R. P. Hogan and Don
Sleinke. Joe Schieferly, and Dick Coneway.
l.\\'.\ Offici-rs and Directors (above. I to r) are
V. H. Hunter: G. M- Rohrbach: C. R. Coneway:
R. P. Hogan, new president: J. S. Schieferly; D. F.
Steinke: ^Gordon Biggar: and J. T. Hawkinson.
Membership conunittee chairman is: Frank S.
Rollins of E. R. Squibb & .Sons: program com-
mittee chairman: O. H. Coefln, Jr. of Business
Screen; and pubficity committee chanman:
.\lan Lee, Sears
Roebuck & C:oni-
|):niy.
Mr. Hunter was
also named chair-
man of the techni-
cal committee and
retiring president
O. H. Peterson,
Standard Oil C^om-
pany of Indian:!,
ivas named head ol
l.\V,\'s research
committee.
An unusual and
well - developed
"true-to-life" pro-
gram theme was
the featured event
of the regular pro-
gram in which all
members participated in the problems and
operations of ;i mythical corporation. Facing
losses in prestige and profits, corporation offi-
cials and advisors studied their problems in
terms of employee, stockholder, dealer, and
customer relations. Application of tested vi-
sual tools to help meet these specific problems
was developed in thorough presentations b\
iissigned members. New members were also
inducted as part of the business meeting.
Iava meeting participants included (I to r)
E. C. Chapman. James Craig. IV. Af. Bastable,
Jnhn Morrill, and Henry Krigner.
Receives Freedom .\waru: .Ailen
Crow (left), director of Freedoms Foun-
dation, presents gold medal award to
Ray Ayer. Dodge Sales Supemisor. for
excellence of the Dodge film -Our Amer-
ica" produced by Wilding Picture Pro-
diii tions. Inc.
Freedoms Foundation
Announces Awards
• The second annual General .\wards
Program of the Freedoms Foundation,
Valiev For^e, Pa., has been announced
with cash awards totaling SlOO.dOO plus
honor medals and certificates (jf merit.
The awards will be gi\en for material
originating after September 1, 1949,
which which must be submitted on or
before November 1, 1950. 16mm motion
pictures are again included as one of
E. J. Thomas, president of Goodyear
The and Rubber Company, (left) is
shown aiiepting gold medal from Free-
doms Foundation executive vice-presi-
dent Kenneth Wells for Goodyear's ■■out-
standing achievement in bringing about
a better understanding of the Ameriian
Way ol Life" for ■'A Letter From Ameri-
ca." also produced by Wilding.
the 17 different categories elegible to re-
ceixe these honors.
Films which "speak up for freedom"
max receive a first place cash award of
$1500, one of four $300 awards: one of
five !i'2W) awards: or one of the thirteen
$100 awards gixeii in addition to medals.
BUSINESS SCREEN MAGAZINE
28
SPONSOR
A. n. nicK Co.
Ans\( v-"' Mi> \Slkii\ c:o.
Air France
Allis Chalmers Mfc. Co.
I'lr.Tl RES
The 100 Series
The Index of Sponsored Films
Part One of an annual review of case histories and other reports
on sponsored film i)roj»ranis which ha\c appeared in the jjaj^es of
lU'siNKss ScRi FN during the past vear. This ie;itun- will be con-
eluded in the forihconiing Issue Three to Ix. puljlislud in Ma\.
VOL. Nu
il: ISSIF.
Feb 49 \
The Sod Story of Sidney
S. Snicketgrass, Jr.
Ladders, Scaffolds, and floor
Openinf^s
Let's Count the Cost
Lifelines
Live and Let Live
A Day in the Life of an
Ail Frnnce Hostess
Lighted Paths to a Hidden
World
The Magic of Steam Part I
The Magic of Steam Part li
Tornado in a Box
Metal Magic
The Case of the Barking Logs
The Hi-Density Feeder
Precision Investment Casting
A Hidden World
Planning to Prosper
Relations u-ith the Public
The Safest Il'ay
Pay to the Order Of
1-36
Sep 49 X VI- 12
Apr 49 X 11-38
Dec 48 IX VIII-10
May 49 X III-IO
X 11—40
Apr 49
Nov 49
Mav 49
X \ U-30
Aluminl'm Co. of America
American Automobile Assn.
American Bankers Association
American Can Co.
American Cancer Societv &
Natl. Cancer Institute
American Cancer Society'
.\merican Central Kxtchens
American Diabetes Assn.,
Federal Seclritv Agency,
Public He-alth Service
American Foot Care Institute
Amfricw G xs Assn.
Americ\n Institlte of
Laundering
\\itRTrKN L\i ^l^R^ \l\(in\FRV
Amfrican Lk.ion Mvr. \/i\e
Jul 49
Jul 49
.\pr 49
May 49
Nov 49
IV-29
IV-36
11-41
III-lO
X VII-30
litatnin Rivers
Feb 50 XI
Cancer, The Problem of
Early Diagnosis Feb 49
The Doctor Speaks His Mind Feb 49
The Key to Convenient
I Kitchens
1-25
1-21
1-22
■\ug 49 X V-35
.\merican Music Conference
\MfRic\N .<: N\tl. LK\(.rFS of
l'ROFt-VMO\ \L R\SfB\L[. CUl BS
The Ston- of Wendy Hill
The Walkirig Machine
Where Food Is Finest
Time for Living
Co.Protecting Your Profits
The Stuffed Shirt, the
Hearse, and the Beauti-
ful DruniMajorette
Moving Ahead with Music
Jul 49
Sep 49
Apr 49
.\ug 49
May 49
Jul 49
Sep 49
IV-33
VI-36
11-24
III-
IV-29
VI-31
American TtLFPHo\F ;
AMtRicw Transit As:
American Viscose Assn.
Army Civilian Affairs Div
.\ssoci\ted Bi lb Growfrs OF
Holland
.\ssoc. of .American Railroads
Audiovisual Center. City
College. New York City
Audit Bureau of Circulations
Babcock Sw \Vil(X)X Co.
Thf Bank of Amfrica
Bates Fabrics, Inc.
Bell System Telephone
Companies
Bethlehem Si eel Co.
Bethlehem Pacific Coast Steel
Corp.
Bicvclf Institute of Amfrica
Bk.flou Sanford Carpet Co.
Double Play Kings of
Baseball
World Series of 1948
\vi.Yi.v. WW Stepping Along With
Teleinsion
Driven to Kill
Driven to Kill
Your Attitude Is Showing
Rehabilitation of the War
J'eteran
Feb 49
Feb 49
Feb 49
May 49
Aug 49
Mav 49
1-31
III-IO
V-32
III-21
Dec 49 X Vni-33
Springtime in Holland Dec 49
Railroads and Our Mail Apr 49
Railroads and the Food We Eat
Railroads and Our Homes
X \ III-20
X 11-40
Retail Credit— Behind the
Scenes
Retail Drug Store Training
Series
Xow We Know
Steam For Power
Th e New Calif or n ia
Facts On Fabrics and
Fashions
Fashion Report
It's Good Business
Nov 49 X \n-28
Nov 49
May 49
VII-
III-
Dec 48 IX VIlI-23
Mav 49 X III-27
Feb 50 XI
Jul 49 X
Aug 49 X
Before Your Telephone Rings Sep 49
Telephone Screen Rei'iw (#7^ Jul 49
Th Ire King's Challenge Jul 49
The Invisible Receptionist Jul 49
The Truth About Angela
Jones Aug 49
Alloy Steels— A Picture of
Controlled Production Nov 49
Steel Builds the West Aug 49
Bic\cling Safely Today Dec 49
John Q. Quality Feb 49
I-3fi
IV-36
\'-27
VI-31
VI-36
IV-36
I\'-29
X \-29
X VII-29
X V-30
X MII-25
X 1-24
Blue Bell, Inc.
Borden Company
British Information Services
BR0W\ FORMAN-DlSlILLFRS CoRP.
Burroughs .\dding Machine Co.
Burroughs Adding Machine Co.
BvERS Machine Co.
('alif. Prune & Apricot Growers
Association
Cal\ ert Distillers Corp.
Care
c:arnation Co.
Carrier Corp.
J. I. Case Co.
Caterpillar Tracior Co.
CBS
CBS -TV
Chicago Tribune
Chrysler Corp.
Cjncinnati, Ohio
C. I. O.
Cluett, Peabody & Co.
Coleman Co. (Series)
PIC I L RF.S
Design for Sales
Music to Your Ears
Follow That Man
British Industries Fair
Xothing Better
In Balance
In Balance
There's a Difference
A Fortune in Two Old
Trunks
Signs of Confidence
A Letter of Thanks
That Babies May Live
In Service Unseen
Article
From Forge to Farm
More Food From Fewer Acres
Pageant of Progress
The Saga of Sawdust Sam
The Blade of Fame
Better Blading
The Farmer Does the Job
Television Today
Strange As It Seems
A Book Goes to Market
\OL. N
o.
Page
& ISSIE
No.
May 49
X
111-30
Feb 49
X
1-39
Jul 49
X
IV-30
May 49
X
III-35
May 49
X
III-34
Apr 49
X
n-6
Jul 49
X
1V_23
May 49
X
III-33
May 49
X
III-34
Apr 49
X
11-27
May 49
X
1 1 1-36
Nov. 49
X
VII-30
Apr 49
X
11-39
Apr 49
X
11-28
May 49
Feb 49
May 49
May 49
Feb 49
Wheels Across South America Feb 49
I'
Community Chests of America
Congregational Christian
Churches
Congregation Christian, Evan-
gelical AND Reformed Churches Kyoto Story
Consolidated Edison Company of
New 1'ork
Continental Oil Co.
Continental Paper Co. and
Alford Cartons
Cooper Alloy Foundry
You Are My Xeighbor
Your Fight For VVages
Enterprise
Coleman for Comfort
Coleman for Convenience
Red Feather Magic
III-S6
I-.36
1 1 1-45
in-40
1-38
I-3S
VI-4I
V-40
Sep 49
Aug 40
Dec 48 IX VIII-21
Dec 48 IX VIII-24
Nov. 40 X VI 1-32
We Would Be Building
Electricity— Serving Xew York
America on the Move
Cooperative League of U.S.A.
CuRTiss Wright Corp.
Cutler Hammer, Inc.
Cutter Laboratories
Dayton. Ohio
Dearborn Chemical Co.
Do.\LL Co.
Dole Pineapple Co.
DUPONT £. /.
East Ohio Gas Co., Hope Natural
Gas Co., Peoples Natur.vl Gas
Co.
E-XSTMAN Kodak Co.
Edison Electric Institute
Electro -Paint
Eljer Co.
El Paso Naiur.\l Gas Co.
Episcopal Church Film
Foundation
Paperboard Packaging
Cooper Alloy F'oundry
Practice Film
What is a Co-op?
First in Flight
Ring the Bell with Multi-
Breakers
1.000 cc. 5% Dextrose i.v.
Communicable Diseases
Gem City
Phenomena of Steam Gen-
eration
Piping Hot
The Versatile Contour Sau
The Golden Touch
This Is Nylon
May
49
X
III
-28
Aug
49
X
\
-Ifi
Jul
49
X
IV
-34
Apr
49
X
II
-24
Sep
49
X
VI
-24
Nov
49
X
VI!
-36
Jul
49
X
IV-
-35
Apr
49
X
II-
-48
Aug
49
X
V-
-10
Dec
48
IX
VIII-
-36
Mav
49
X
III-
-36
Nov
40
X
VII-
-35
Aug
49
X
\-
-32
|ul
49
X
IV-
-29
Apr
49
X
II-
-39
Aug
49
X
V-
-32
Feb 49
X
I-
-23
Fieldcrest Mills
Ford Motor Co.
Film Publishers, Inc.
Firestone Tire &: Rubber Co.
Frankfort Distillers
General Electric Co.
General Fireproofing Co.
Ge-neral Mills, Inc.
General Mills, Inc.
General Motors Corp.
GooDVF\R Tire ,<: Rubber Co.
Thf Gorham Co.
Greater New York Funds
Gvi*sum Assn.
Our Silent Partner
Functional Photography in
Industry
The Constant Bride
Electro-Painting
Joe Makes It Pay
Moulders of Progress
The Flares Go Out
Eyes Of The Church Series
Quest For Tomorrow
It Pays To Know Terry
The Human Bridge
Yellowstone Park
The Sydenham Plan
Liberia, Africa's Only
Republic
Holiday Harvest
Heat-Where You Want It
The Light in Your Life
By Their Works
On The Beam
Sitting Pretty
Mechanized Record Filing
The School That Learned
to Eat
General Mills Today
The Easier Way
A Letter From America
This Gracious Heritage
One Out of Three
One Out of Three
Gypsum Lath and Plaste
Sheathing and Wallboatd
WItite Mas.ic
Sep 49 X VI-
Dec 49
X VIIi-25
Mav 49
X III-2I
Feb 49
X 1-39
Sep 49
X \I-25
Jul 49
X I\-25
Dec 48 IX VIII-34
Feb 49 X 1-36
Feb 50
XI
I-SI
Feb 50
XI
1-24
Feb 50
XI
1-26
Feb 49
X
1-39
Mav 49
X
III-36
Feb 50
XI
1-31
May 49
X
III-42
.\lav 49
X
III-22
Jul 49
X
I\-25
»ec 48 IX VllI-24
Dec 19 X \lll-23
(TO BE C O \ C L L D E l> IN THE F O L L O U' I N (;
Sep
49
X
VI-
-28
Dec
48
IX
VIII-
-28
Apr
49
X
II
-40
Dec
48
IX
\1II-
-25
Apr
49
X
II-
-27
Mav
49
X
III-
-36
July
49
X
I\'-
-33
r Sep
49
\
\l-
-30
/ Sep
49
X
\l-
-30
Sep
49
X
VI-
-30
T H R r K.
\| A
\ .
195
0)
NUMBER 2
VOLUME II •
9 5 0
29
DoNAM) W'ooiis. wfil-kiioiri! .slin. is fciilurt'd
III Ar/i'()(((/iii ',v ")'niii ll'dv '" Siucf-ss."
Ki i.vi.NAioR Arpi.iAN'cE Stdrh cxlfriar siriic in
■■Ci-I III,- Sj),ii,' . . ." Iiindiiird liy R. (J. nv<///.
Films' Key Role in Kelvinator Selling
SMART COLOR FILM PROGRAM PROVIDES EFFECTIVE SALES PROMOTION
SALES PROMOl ION makes a direct con-
iiihmiini to "ood selling in the new Kel-
\ inaioi-sponsored program which features the
three color motion pictmcs produced by Ra-
phael G. VVolll Studios and described in detail
on this JJage. These jiicluies literally leaxe
nothing to chance in filling out the jobber and
retailer knouledge of the product or its Ml/id
sales appeals and approach.
These Two Films Back Up the Line
Sponsor: Kelvinator Division, Nash-Kchina
tor Corp. Films: C-el Kelvinntor: and
Foundation for Confidence. Producer:
Raphael G. Wolff Studios.
■k These two pictures are important parts ol
the Kelvinator sales promotion program lor
1950. Together with Your Way to Success in
Selling they form a hard-hitting timely film
program both for selling their dealers anil
dealer's salesmen on the Kelvinator line, as
well as impressing them with the sales points
and sales procedure to be used in Kelvinator
selling for '50.
Get the Space, Get the Beauty, Get the Buy,
Get Kelvinator, is a film featuring Kclvinator's
advertising support that is creating prospects
for the local dealer and his salesineii. It mer-
chandises Kehinator's national advertising
program and is used to create enthusiasm
among the salesmen as well as for its consumer
advertising value. The title of the picture is
based on the slogan being used in all national
advertising in 1950.
The film points out how this is creating pros-
pect awareness and doing part of the sales job
lor the retail salesmen. The film goes on to
illustrate why the slogan is apt. Get the Space
stresses the increased interior space of the 1950
Kelvinator with no increase in floor area. Get
the Beauty stresses the lines and efficient in-
terior arrangements of the Kelvinator. Get tlie
Buy points om that 1950 prices for equivalent
cubic footage are lower than ever before. This
reviewer went home and kicked his old refrig-
erator after seeing the film.
Foundation for Confidence is a film designed
to re-sell or letain the confidence of the retail
store owner himself. This picluie features the
fact that "The Kelvinator franchise is the most
valuable franchise in the appliance industry",
because Kelvinator is retail-minded. The film
points out that the Kelvinator policy is always
to pursue the course that will do the retail
store the most good. It also stresses the value
ol the Kelvinator name, the history of Kelvi-
nator firsts in refrigeration, Kelvinator engi-
neering leadership, and continuing Kclv inator
Cjuality.
Both of these films are about 20 miiuues in
length and are in color. Supervised showings
of them by Kelvinator field men will imdoubt-
edlv constitute one of the more intensive pro-
nimion programs for 1950 in this (leUI.
"Your Way to Success in Selling"
■k This .SO-minute color picture is a sales train-
ing piece for retail appliance salesmen. Al-
though it feaiuies Kelvinator products, the
text doesn't mention the brand of appliances
being sold and the film can be used for train-
ing retail salesmen of any brand of appliances.
In fact, so univcisal are the applications of
the sales principles involved the film can be
applied to retail selling in almost any line.
.Although the film features Donald Woods,
well-known Hollvwood player, no name credit
is given — for in this film the idea is the thing.
Woods plays the part of a successful and ex-
perienced salesman with evident sincerity.
Your Way to Success in Selling is based on
the sales book of the same title and features
the five main steps necessary in consumating
every sale. These steps are; attracting atten-
tion, arousing interest, creating desire, secur-
ing action, and closing. A salesman who knows
how to proceed through all these five steps is
the real salesman, the Five Star Salesman as he
is known in the book and picture.
The picture can serve as a training aid for
the retail store owner to use with his salesmen,
both as a training tool for new employees and
as a refresher course for experienced salesmen.
Leonard Division Visualizes Product
* There's a new Leonaid Division color film
which also provides retail salesmen of the
Leoiiaril Relrigeiator with the ipiality story ol
this prodiKt. From earlv beginnings in 1881
ibrough to ihe picscm, ihc Leonard story is
lold ill sienis ol constant laboratory testing
,111(1 experiineni lo ini|jrovement — and the
jiresent 1950 line— late iiKxlels are featured. •
E. R. Squibb & Sons Sponsor
Tribute to the Retail Druggist
Title: Behind Ihc Windoui, lO minutes,
bl.ick and white, produced by Louis
cle liochemont.
■k This is a story ol the intenlcpendence
ol the retail pharmacy and the pharma-
ceutical manufacturer, planned as a pub-
lic relations \enture lor use first with the
retail drug industry and secondly with
the general public.
The film takes the audience behind
the window of a typical .American phar-
macy. It shows it both as a retail store
and as the place where a highly skilled
profession is practiced, as well as a
unique institution in the community.
Beyond the pharmacy, the film goes back
to the headquarters and manufacturing
laboratories of one of the largest and okl-
I'har.macist Parker Fennelly, actor, and
Lnvoy Glidden. a Purdue pharmacy stu-
dent, help make "Behind the Window".
est pharmaceutical manufacturers in its
industry and relates to the operations of
the druggist: research, product develop-
ment, manufacture, control, and the
tiaining of the manufacturer's field rep-
resentatives. Considerable footage is de-
voted to research, development and man-
ufacture of antibiotics. It shows this work
from the time experimental soil samples
arrive at the laboratories until the fin-
ished antibiotic leaves as a packaged
jjioduct ready for the physician's use.
Behind the Window will be shown
first to retail druggists at meetings ar-'
ranged by Squibb. Commenting upon
future showings of the film to the general
])ublic, J. J. Toohy, Squibb vice-president
and general manager, pointed out that it
might well play a significant part in
educating the public on the entire back-
ground of pharmacy, particularly as to
the size of the plant and equipment and
the scope of research and development
which is constantly supplying the physi-
cian, through the pharmacist, with new
and better pharmaceutical iJioducls.
30
USINESS SCREEN MAGAZINE
VISUAL DISPLAYS
FEATl RE C;OLOR SLIDE PROJECTION
ir Point of salf iiicnhandisins of products
aiul services is beiii>^ smarily visuali/cd by a
growiii!> number o( advertisei's who are using
\arious lornis of display projection. Tlie best
ol these, they say, arc simplest, foolproof de-
vices which rc<|uirc a miniinum of field service
or maintenance and which the average store
manager or salesman can ihange or operate.
Ciolor pictorials are a general preference but
opiiiiiins \ar\ on atconipan\ing sound nies-
G.E. KLECTTROMCS PRODL CTS iCfrf pTO-
innlfd in color on litis Admatii slide unit.
sages. Where sound does not compete for the
customer's attention or add confusion, it can
he useful. Pit line hiightness is essential.
Pictured in this tolimin are two versions oi
the familiar .\dmatic slide projector now in
use by the Electronics Department of General
Electric (for special dealer promotions and
advertising displays) and (below) in principal
ticket offices of Chicago & Southern Ah Lines
where col<jrfuI travel scenes intermingled with
special toin promotions. Dual use is made of
these units bv davtime showings within ticket
offices and as attention-getting window displays
after hours. Economical cost of tlie units and
their opeiation is said to be one of tlie potent
factors of this visualized display medium. •
Ft LL t;oL<>R TR.\VEL SLIDES pTomoled air liekel
sides for Ihis progressive line.
1
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' Chicago's Board of Election Uses
Effective Visual Training Program
;i
if SoMtrHiNG NKW in visual training was
added to Chicago's .\pril primary election
scene when the city's Board of Electit>n Com-
missioners sponsored Chicago Voles Modern, a
23-miiitite sound motion picture with an ac-
coijipaining 8-minute sound slidefilm presenta-
tion. Used for ttie training of 2.i,0()0 election
officials in the operation ol the aiuomatic \<)i-
ing mathiiie (now being installed o\er a three-
\ear period in all precincts), Chicago f'oles
was produced by the Films Division of \'ogue-
W'right Studios untler the direction of George
1. fjecker.
Several hundred officials at a time saw the
fdm — after discussion the sound slidefilm was
shown to bring out highlights in the motion
picture. Finally, the slidefilm was shown leitli-
oiit sound and used as a basis for a cjuestion
and answer period.
The novel twist of putting the slidefilm
sound on a KJmm track for playback on the
mm ie equipment made it possible for election
officials to use only a silent lilmstrip projector
in addition to their IGnnii sound projectors.
The "bell " signal to indicate scene changes on
the slidefilm was incorporated in the 16mni
track. .An efjeclii'e and economical training
program was the final residt — pleasing to ad-
ministrators and to the taxpa\ers. •
f5i:Low ; "C^HicAGO VOTES MODER.\" in produc-
tion at I'ogiie-Wright Studios ivith famed elec-
tion Judge Edmund K. Jarecki (center in shirl-
sleej'es) demonstrating new voting machines.
CAMERA CLOSEUPS
The Can Manufacturer's Institute
Shows Consumers Some Budget Facts
Sponsor: The Can Manufactmers fnstitute
through Benton 8; Bowles) .
Title: Fads For Your Food Budget, 10 min-
utes, color, produced by Film Graphics,
supervised by Film Counselors.
■k Based on a study made by the home eco-
nomics departments of several large univer-
sities, this motion slide film presents informa-
tion showing that canned food is more readily
available at all times of the year and is cheaper
on the average than fresh, frozen or glass con-
tained food.
ft was designed to dress up the statistics
gathered in a colorful, conv incing and not too
expensive package for showings to groups of
housewives.
N.\SH .\\v.ARD TO .VIPO; (above, I to r) Judd L.
Pollock of MPO Productions, fnc. New York,
receives unique appreciation award from John
Huntress, sales promotion manager of Nash
Motors for the two recent and outstanding
.Maskan himting and fishing films. Walter
Graham and Ed Zern of Geyer, Newell .t
Ganger agencv (center, 1 and r) look on.
.\tl.as Prodlces Commerchls for Chicago's
John T. Shayne Company, Michigan .\venue
retailer using 26 t.v. films on its NBC show.
Mackenzie Ward is producing director for
.Atlas Film Corporation with client supervi-
sion bv Tom and \'ince Considine and .Mabel
Richie, all Shavne executives.
NUMBER 2 • VOLUME II • 1950
"O.NE Ounce of S.afetv " produced by Sana.
Inc. for the Hv-Test Division of the fnierna-
tional Shoe Company featured this "on the
set" group (1 to r) N. C. Whitsett, general
manager, atid .Mark Constantine, Chicago rep-
resentative for Hy-Test; Theodore Hackbarth,
safetv shoe store manager at International Har-
vester: Wavne .\. Langston, Sarra director:
and Hairv Tannehill, actor.
31
I'istuilizcd sairs i'diiuition iiirfthigs like these arc lield em li Tuesday evening.
Their Sales Training Gets Results
SYNDICATED FILM PROGRAM PROVES VALUE TO APPLIANCE SALESMEN
SI Ks, Young &; Brown are raajin a|jpliance
wholesalers in Los Angeles, handling
such major items as Zenith Radio and
Television, Coolerator Refrigerators, Speed
Queen \Vashers and Lewyt Vacuimi Cleaners.
Their life began in 1945. In five years their
\oltniie has risen to 10 times that of their first
year. Obviously they have earned the reputa-
tion of being aggressive, saleswise.
Today 27 outside salesmen are employed.
They're hard-hitting salesmen who are out to
sell because management's attitude is constant-
ly one of "let's get the business. . .and here's
how". This is in contrast with widespread
lethargy among top management still sitting
on wartime profits or the fruits of the 1946-49
gravy train.
Marshall C. Wells, General Sales Manager,
tells his story about sales training after first
telling us that sales training is constant... a
never-ending responsibility.
"At the time our business was started it was
decided to gi\e up the old standard of trying
to judge whether or not a man could sell by
looking at him, and, also, not to attempt to
hire old-timers since thev would have set ideas
as to how the business should be run, what it
look to sell and whv certain ilems couldn't be
sold.
"We, therefore, luidertook the training of
men who were not familiar with this business
and found that we were having a fair degree
of success but something was lacking.
More Than Product Facts Needed
"We found that it was easy to teach a man
all about a key product. We even went so far
as to split the sales respcjnsibility to the extent
that a man only had lo discuss and sell two
manufacturers' products. However, as the pres-
sure of competiti\e selling set in we found
that even a man who was highly \ersed in the
features and the buying ap])eals of a given
product became unable to get the order.
".\bout that lime we were introduced to the
Here is valuable testimony on the bene-
fits deri\ed from consistent use of syn-
tlicaled sound slidehlm training materials
in a practical and |.)rofitable sales educa-
tion program.— T/«' Editors
Sleeping Ciidnt Series of training films, a series
of eight sound slidefilms produced in mid-49
by men with practical experience in develop-
ing hard-hitting sales forces . . . the series
shown at the Sales Executives national con-
vention in Chicago last year. We took this
program as suggested by the Rocket Pictures
representative and held a meeting once a week
for a period of 21 weeks.
"In evaluating the new film series and plans
.\bove: Mr. )'r)iing and Mr. Sues (I lo r) con-
gratulate sales manager IVells on increased
ejleitixieness of salesmen through film program
i>l "Sleeping (Hunt" sound slidefilms.
for its use, Mr. Sues, om- president, said, 'I've
taken about 25 courses in selling in my day.
I always got the five selling steps and the five
buying motives. These films are different.
They tell you how to get the business ... no
theory. We only looked at two of the films
before we ordered the whole series so I'm
going to sit right in these meetings myself with
you fellow-s. We'll continue our regular sales
meetings Saturdaxs . . . tliese meetings for sales
training will be in addition . . . every Tues-
day evening'.
"In these meetings the film was shown and
then discussed, after which the film was again
reviewed. The discussion periods pro\ed to be
most interesting and enlightening.
"Many sales problems were solved by the
I
Film shows how to develop selling tech-
niques to answer the prospect's question
"what will it do for me?"
. . . shows salesman how to apply the sell-
ing ot values, benefits, and advantages
to his own product or service.
Shows how "today's" attitude, actions,
promises and over-familiarity of salesman
develop or destroy sales possibilities . . .
. . . this film gives the salesman a tresh
viewpoint on the value of good human re-
lations in selling.
32
USINESS SCREEN MAGAZINE
fait iliat the salesmen visually saw for tfie fiist
time the ()uiiclu-s that were bcins; sneaked in
by prospects tliat pre\enteci iheni from closin"
a sale.
"We found that b\ adding a series of ques-
tions on a i|iiestionnaire we were able to bring
out all of the pertinent points that a man
mif^ht ha\e over-looked or failed to grasp
ful'lv.
"At the conclusion of 21 weeks we asked the
salesmen to make comments as to whether or
not they wanted the program continued, or
whether tlicv considered it would be unpro-
ducti\e time. We had a 90"^^ representation
at that meeting and the unanimous vote was to
continue using the same series of films at regu-
lar intervals as a sort of refresher.
Films Help Meet .\ Specific Problem
"Just a few days after the very first meeting
in which we showed just one film, By-Passing
Sales Resistatue. one salesman reported that a
dealer whom he had been attempting to sell for
a year used exactly the same defensive tactics
as heretofore but, being inspired by having
seen the same problem sohed in the Rocket
film, he suddenlv found himself unconsciously
following the pattern that had been set down
for hinL .\s a residt of following through with
the right answers, he came out with the biggest
order that he had ever wTitten in his whole
sales career. .\t the present time this salesman
has developed from previously being on tJie
Washington Letter
0.\ FEDER.M. FIL.M KLDGET.S
Above: sales manager Hells and Lewyt rep-
resentative explain features of that product
u'hiih can he sold as advantages and benefits.
probationarv basis to being one of the leading
salesmen in his Division.
"So strong was the impact of our first show-
ing that our salesmen began rushing into my
office during the next few days asking how-
certain types of resistance being encountered
should be handled. They were thinkitig and a
thinking salesman sells best.
"We also have foinid that by withholding
the training from certain men because of their
particular lack of general de\elopment or for
any assignable reason that the department
manager might think of, that a man of appar-
ent comparable ability who took the Sleeping
GianI hini training would give a consistenth
belter performance, not only in the solution of
(C O \ T I N 1 E 1) ON P .\ G t T H I R T ^ - S I X )
=by Roberta Cook* — =
* Springtime is as full of the sound of budgets
in Washingion as the soiuid of children on
skates.
.\lmost anv afternoon as the hands of the
clock approach 2, the casual passerby sees a
little cluster of men emerge from a building
housing one of the Executive Branch's 1.81(5
component parts and pile into a car bearing
tlie shield of the U.S. Go\ernment, to be sped
to the Hill for a budget session.
Few of these men are visual educationists
or are engaged in the making of motion pic-
tures and filmstrips. .Although it will be June
before final figures are in, one can say now
without fear of contradiction diat no am-
bitious film plans are in the making. The
largest Go\ernment-sponsored undertaking—
the foreign film program of the Departinent
of State — costs considerabh less than a single
B-3f) plane.
Co.NCRESS DOES.XT U.NDERSTA.ND FlLMS
Filmmaking is an exceedingly minor ac-
tivitv of Government and for the most part
is carried on in an alnn)st furtive atmosphere
—with "administrative" as distinguished from
statutory funds. The reasons for this are not
far to seek.
The Congiess, burdened as it is with multi-
fold problems of the utmost magnitude, nei-
ther understands nor recognizes film except
possiblv as something dark, evil, somehow
"propagandistic," and inspired by the .Ad-
ministration. Seldotn is any but the most
weightv issue thoroughh understood by more
than a handful of congressmen since legisla-
tion b\ committee is the prevalent system.
There are a good many things to learn about
Washington that you don't learn in a Fri-
daN-afternoon "current events" class. Even-
tually there may even be an informational
motion picture, springing from universalh
accepted parentage, showing how a bill, ap-
propriation or otherwise, does become law
and how the Congress functions.
Public Support Is .Another Item
The politicallv successful motion picture is,
or should be, among other things a synthesis
of conflicting viewpoints, and for this reason,
too, Go\ernmental film-iuaking has endured
almost insuperable obstacles.
Lack of expressed popular support, re-
sulting from meager information and under-
standing, is still another hindrance, and in
this connection the Congress bears less re-
sponsibility. "Insofar as communications be-
tween the Go\ernment and the Congress have
left something to be desired, so have coni-
niunicaiit)ns between the Government and the
public. No democracy can act firmly, with
• Miss Cook is the accredited Washington
correspondent of Buslse.ss Scree.n' in the na-
tional capitol.
the courage of its own convictions, unless the
people know what it is about."'
Notwithstanding these obstructions, it is
safe to sav that if informatiimal films depict-
ing the work of the Go\ernmcnt were as polit-
ically respectable as dried eggs and surplus
potatoes, the people who want such films
would have them.
In order to benefit from the stimulus of
Federal films, however, non-theatrical groups-
consumers, producers, and distributors of the
embr\onic industry— u'0(//rf perforce have to
make their orga}iized leanls known in IVash-
ington. Intensified interpretation, increased
public education, better directed public rela-
tions are the crying need of this powerful
medium for extension of the democratic proc-
ess, and most sympathetically I say that con-
sumer groups, however initially enthusiastic,
cannot long exist without continuous avail-
abilitv of quality product.
Progress Made in Intern.\tional .Area
The educational process is slow, but that
the minds of men may be influenced and
changed is illustrated bv Senator Karl E.
.\Iundt of .South Dakota. Eleven years ago.
in 1939, Senator (then Congressman) Mundt
compelled the withdrawal from circulation of
The Plow that Broke the Plains, presumably
on the basis that a fancied slight to South
Dakota, resulting from the simple, geographic
fact of its location within the area of the
Great Plains,- was of greater importance than
that millions of people, including the "on-
coming generation"— whose teachers booked
the film be%ond print capacity— should under-
stand ichy there should be good conservation
practices, a responsibility of the Federal Gov-
ernment, i.e., all the people.
Vet, nine vears later Senator Mundt gave
his name to the United States Information
and Educational Exchange .Act of 1948 (the
Smith-Mundt act) , .An -Act "to promote the
better understanding of the United States
among the peoples of the world and to
strengthen cooperative international rela-
tions. "
Films Can Reach Illiter.\te Masses
I'his .Act is the enabling legislation under
wliich the State Department operates and uti-
lizes the \arious media of information— the
Voice of .America (sometimes refened to as
the Whisper of .America) , press and publica-
tions, exhibits, films and filmstrips.
In many critical areas of the world— Italy,
Greece, Spain, Portugal, the whole of the
Far East— a large percentage of the popula-
tion is illiterate, which creates the problem
of how to reach people who do. not read
newspapers and magazines and who do not
ha\e radios.
This problem is being partially resolved
bv the motion picture program (see Business
(continued on page forty -seven)
1 The Slralrgy and Taelics of World Communiim. p. jl. SOlh
Congress. 2d Session. House Document No. 619. Commillee on
Foreign ABaire. U.S. Govemmenl Printing Olice. Washington.
-■The grass lands . a Iretless ttinii-jae/M continent oj grass
stretching Irom the broad Texas Panhandle ut> to the moun-
tain reaches ol Montana and to the Canadian border. A coun-
try of high uinds and sun. . .irithoul rivers, uilhoul streams,
with little rain." t n, ■
-Fn)m the commentan tor The Plo-u- that Broke the Plains.
written and directed bv Pare Lorenlz for the Farm Securitv
Adaiinistralion. l'.S.n..\.. I9S6.
NUMBER 2 • VOLUME II • 1950
33
Sansell, H. E. Mandell, and L S. Bennetts, writer-directors.
"Repeat Business" A Measure of Quality
THESE SCENES TELL A REPRESENTATIVE STORY OF TYPICAL AUDIO PRODUCTIONS
1. (top below) "Clear Track Ahead" for PRR has passed
the 12,000,000 audience mark, including theatre showings.
2. GM distribute! "Diesel— The Modern Power" with more
than 400 prints in active use.
3. Westinghouse broke records with its Audio-Technicolor
production "The Middleton Family".
4. (top right) American Iron i Steel Institute's "Steel"
has been booked solid since 1935.
5. Ethyl Corporation uses "The Long Road" as the basic
film in its widely popular film library.
6. "Time", produced tor Elgin Watch Company. Is a
leader among pictures sponsored (or school use.
NUMBER THREE OF THE CONTINUING
SERIES ON "MEET THE PRODUCERS"
kRdiHiCFD BY .\i)i)io" has iiicaiU qualitv
im ihc scictn since the organi/alion
was established by the Western Elec-
tric Company in 1933. Sixty permanent em-
ployees, who have worked together lor many
)ears, may accoiuit for the kind of teamwork
whiih inevitably produces quality pictiues
which, in turn, bring new orders from old cus-
tomers and attract new prospects as well.
.\udio Productions. Inc., whose headquar-
ters is in the Fihii Center Building, 630 Ninth
,\ venue. New Yoik City, has an enviable pro-
duction and employment record in an industry
which has had its ups and downs. More than
halt of the .Audio staff has been with this one
organization for over 10 years. A third ol the
staff can account for 15 years' or more service.
Specialist in Public Relations Films
Audio is now \ery largely employee-owned.
Certain of the key employees with the help of
outside capital purchased the company from
the Western Electric Company in 1942.
For vears, .\udio has specialized in two
major types of film work, aside from the usual
amount of direct advertising and training pic-
tures. The first and foremost is public rela-
tions pictures, many of which have wide dis-
tribution in schools as industry -sponsored edu-
cational pictures. Three outstanding examples
of Audio success stories in this field are Steel
produced for the American Iron and Steel
Institute, Time produced for the Elgin Watch
C:ompanv and Clear Track Ahead produced
for the Pennsylvania Railroad, each having
exceeded many millions of circulation.
Awarded First Prize at Venice
Audio's other claims to deserved attention
are its technical work for- the U. S. Navy De-
partment for the past 10 years and its notable
productions in the medical field. A recent pic-
ture Cancer: The Problem of Early Diagnosis
was awarded the First Prize at the Interna-
tional Film Festival in Venice, Italy.
The company today, with 17 years of suc-
cessful operation behind it, can rely upon "rt-
peat business" from satisfied clients for more
ihau iwo-thirds of its annual gross business.
iNDiREcrr Institl'Tional Space Featured
In passing. Audio advertising which appears
rcgularlv in Business Screen might deserve
mention. Audio seldom uses its advertising
space to sav anvihing about Audio but. instead,
publishes letters from satisfied clients who sav
lar more than the producer, in all modesty and
good laste. would dare assert. Each letter, in-
cidentalh. will alwavs be found to stress an
admiration for the pleasant and efficient man-
ner in which the Audio staff worked with the
client's organization. *
(continued from page eight)
tion and other pertinent groups in Chicago;
the ALA'S distribution set-up in Cleveland:
and the Eastman Kodak Ciompanv with respect
to technical matters and future developments.
BUS
NESS SCREEN MAGAZINE
As Though Singing to Each OneAlone
THAT'S THE WAY IT SOUNDS when your
16mm films are profected with the
So true to life is the realism of sound reproduced
by the RCA "400" that each person in the audi-
ence hears and sees pictures on the screen with
an illusion of utter reality. It is as though each
member of the cast were performing for each
person alone.
Voices are crisp and life-like. Musical notes
are crystal clear. Sound effects are identical
with the original.
Yes. your 16mm sound films projected with
the RCA "400" achieve that true-to-life feeling.
Screen images, too, are at their brilliant best,
natural looking, full of snap, in full-color or
black-and-white.
In addition, the RCA "400" gives you the bene-
fits of easy threading . . . individual tone and
volume controls . . . reliable performance in
projection of both sound and silent films.
Before vou buy any I6mm sound projector
see and /year the RCA "400".
Send ioT jree descriptive literature. Write to:
Visual Products, Dept. 17C Radio Corpora-
tion of America, Camden, N.J.
• • •
RCA "400" JUNIOR. The only single-case standard
K^mm sound projector oj fully prof essional quality.
RCA "400" SENIOR. Provides theatre-quality reproduc-
tion of K^mm sound and pictures for larger audiences,
auditoriums or larger rooms.
<iJ^'Ajt//i c3^^/W... ^nSti/i C^^'€c&>n^
VtSUAL PRODUCTS
RADIO CORRORATIOM of AMERICA
EMCIMEERING PRODUCTS DEPARTMENT. CAMDEN. N.J.
In Canada: RCA VICTOR Company Limited, Menfreal
PRODUCERS • CREATORS
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p We specfa/Ize \n
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= Detailed SERVICE
p PRICE LIST No. 200
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for editing iri-''.r.mni Sountl Film. Coniplclc^
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FOB CHICAGO
ELECTRIFIED FARMING SUCCESSFUL SELLING
Sponsor: The General Electric Company.
Title: Electrified Fartning, 24 minutes, color,
produced by GE's motion picture depart-
ment.
•k The "best hired hands" on the nation's
farms today are represented by electric tools
that make a farm easier to operate and more
efficient, according to GE's new color film Elec-
trified Farming. 78 basic electric tools are
shown in the film, in four case studies of how
electricity serves a dairy farm, a poultry farm,
a fruit farm and a farm where hogs, corn and
cattle are raised.
Among se\'eral new tools recently introduced
for the farmer, as seen in the film, are a silo
unloader, barn gutter cleaner, automatic poul-
try feeder, crop drier, seed cleaner and fan-
ning mill.
Good pictures on one of .-America's basic in-
dustries like this aie interesting to farmer and
citv slicker alike. This one will receive wide
distribution through all offices of Association
Films . . .
Sponsor: The National Conference of
Christians and Jews.
Title: One God, black and white, 37
minutes, produced by Farkas Films.
■k This is a presentation oT the means
of worship of the three major faiths in
America, fewish, Catholic and Protestant
services are shown, with a brief glimpse
of Eastern Orthodox worship.
Designed to broaden the base of inter-
faith understanding. One God is a docu-
ment of its one subject — worship. Back-
groiuid music is by leading choirs and
members of the N.B.C. Symphony.
Association Films offices in New York,
Chicago, San Francisco and Dallas can
supply rental prints at .$10 per day or
.'512.5 per week.
a
(CONTINUED FROM PACE THIRTY - THREE )
how to sell, but how to handle the situations
that would extend all the way from credit dif-
ficulties to lack of follow-through by a Service
Department.
"All new men hired aie ie(|uiied to \ iew the
films simulianeously with product training.
The\' are therefore better salesmen when they
hit the firing line.
Using Entire Series Fourth Time
"In short, we feel that we developed a great-
er awareness of the necessitv of good jiublic
relations and follow-through, as well as mak-
ing good technical s'alesmen.
"In this instance we use the word 'technical'
to mean a man who understands that selling is
the art of being the best convincer in main-
laining the control of the interview at all times.
"The average user might feel that one ex-
posure to the series of films would end the
practical value. However, our plans call for
us to use the films for the fourth time as a
complete series connnencing late in March,
1950, and, in the meantime, we are formulat-
ing plans to extend the training with the same
series to dealers who ha\e the problem of
properly training their own salesmen.
Value Measured in DoelA returns
"Properly utilized, The Sleeping Giant
Scries has an over-all sales training value that
can be measured in terms of real dollar returns.
"There are powerful selling phrases and
ilJMsirations used in the films which soon indoc-
trinate themselves into the conversation of the
sales de|jartment . . . such terms as 'Don't pick
up the bricks' . . . 'What will it do for me'
. . . 'What are the benefits and advantages' . . .
'Buck sales resistance? . . . No, by-pass it'.
"We have yet to find any film series or any
single film in any way comparable. Hats off
to Rocket for praclicality." •
Effective films, like skyscrapers, need solid founda-
tions. Planning and writing scripts that form the firm
foundations for good films is our business.
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BIDG. -^ 930 F STREET NW -^ WASHINGTON 4, D.C. -^ EXECUTIVE 5941
* IN NEW YORK, ENTERPRISE 6535 -k
Business Film Users May Obtain
New Spor+s Reels Via OHicIal Films
♦ T^vo new sport films, Tuuth-
down Thrills of 19-19, and Basket-
hull Tit rills of 1949, have been
recently released by Official Films,
Inc., New York.
The football film, which conies
in all standard sizes, is the fifth in
the series of annual "pigskin high-
lights" films released by Official
Films. Football games shown in-
clude Notre Dame-Southern Cali-
lornia, Penn-Cornell, .■\rniy-Penn,
North Carolina- North Carolina
State, Tulane-Georgia Tech, Notre
Damc-.Michigan State, and Army-
Xavy.
Basketball Thrills of 1949 was
photographed at Madison Square
Garden in New York and high-
lights the Kentuckv-lllinois NC.-\.\
finals and also shows the National
ln\itation Championship San
Kiancisco-Lovola match.
36
BUSINESS SCREEN MAGAZINE
Only
SW^
has it all!
iiZiasasEiE&i*-
NEW Magnetic
Tape Recorders
for every purpose
ONLY Brush brings you a complete
new line of magnetic tape record-
ers—to fit every purpose and pocketbook.
Above is the Soundmirror travel model,
available for either 30 or 60 minute
recording without removing the reel.
High in fidelit)', rugged in construction,
it can go anjTvhere. Standard cabinet
models in either blond or brown mahog-
any also available for 30 and 60 minute
recordings. Eight fine new models in all.
A COMPLETE
Selling Plan-
Proven
successful
EVERY KIND of selling aid you
need. Authentic printed reports
on experiments at Northwestern Uni-
versity . . . how to hold educator meet-
ings to build sales . . . sales training
manual . . ."101 Uses" booklet . . . wide
range of inexpensive prospect literature,
displays, window banners, newspaper
mats, etc. Brush gives you not only the
right merchandise, but proved-to-work
merchandising help.
NEW Educational
Model for the
Big School Market
THE PROFESSIONAL tape recorder
amateurs find easy to use. Two and
one-half watt output through famous
RCA high quality accordion cone
speaker. High fidelity in ranges beyond
the piano (7,000 cycles!). Matching
carrying bandies that enable one or two
students to carry it from room to room.
Blond or mahogany finish. The real
"buy" in the school field.
S^tciu^ive ^c<i(en4.^c^ 4<mu .&fi,ctt 4k 4c**ie ^frant^ -o^ 7{.. S. ^.
mm\m\
for more thon 10 years leaders in magnetic recording
THE BRUSH DEVELOPMENT COMPANY • Oept. B-3
3405 Perkins Avenue • Cleveland 14, Ohio
Genclemen: We're interested in hearing mote about the Brush exclusive
dealer franchise for Soundmirror.
L
Type of Business
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:j
NUMBER 2 • VOLUME II • I9S0
37
Poilable tape recording setup
in stiilinn ifagnn (Glen Glenn)
SURPRISING ADVANCES ill the If-
coidino ()[ sound for film have
btcii acconiplishtcl in the pasi year
with quarter-inch niaunetic tape.
Qiuihtv. lacility and economy are
the driving reasons behind this.
(^iiaHly ot magnetic tape record-
ing has made it an established
factor in broadcast operations. It
only remained to insure that the
tape could be moved synchronous-
ly with motion picture film to
ensure its application to the latter
industry. Magnetic striations are
placed on the small quarter inch
tape at the time of recording by
the 60 cycle current driving the
synchronous motors of camera and
tape machine at the same time.
These 60 cycles serve as the guid-
ing control to hold the tape in
synchronism on playback. This
has now been accomplished in
relatively simple eciuipment —
especially on the recording side.
In fact, any of the normal profes-
sional type magnetic tape record-
ers may be adapted to this system
by the expedient of placing the
Rangertone synchronous record-
ing head on any of these ecjuip-
ments. This head is added to the
two or three normally used for the
soimd recording work. .Adapted
kits are already available for a
number of machines.
As a result, relatively light-
weight equipment can go out into
the field to be used for the sound
recording on location instead of
the large sound trucks so familiar
on the scene where film is used.
One of the great advantages of
ihe magnetic method is the fact
that the director and the actors
can all hear a take immediately
after it has been registered on the
tape.
It is normal procedure to keep
all magnetic tape recordings imtil
the picture is completely finished.
This enables re-recordings from
the tape to the film in case, for
Tape Recording for Production
Technical Notes by Col. Richard H
,in\ le.tsiiii. ihe photographic ilc-
\elopmeni ol the .soimd on tlie
film is not made properly the first
lime.
One <il the fiist demands made
in testing this tape was to deter-
mine whether it really was capable
of making lip-synchronization.
.\n\ number of tests have been
made of this particular feature
(the latest at the .Signal Corps
Photograph Center in .\storia) and
the eiiui])ment certainly has been
able to stand up inider these. Now
I hat it has jjroved its capabilities
in this direction the next step is to
indicate that actually it is possible
to change this strict synchronism
to advantage, particularly for dub
bing or for cases when wild takes
were necessarv or where the cam-
Ranger, President, Rangertone, Inc.
era itself was not maintaining
synchronism.
Dubbing sound to film already
photographed is an established
practice in motion picture produc-
tion. Magnetic tape again offers
a real lift in the tediousness of this
procedure. By this same ability to
mo\e the tape forward or back to
compensate h)r slight errors, it is
possible to shift the tries that the
actors have made in mouthing the
words to make register exact.
This facility that magnetic tape
offers, first, of being in strict syn-
chronism when so desired, or in
being moved forward or back
when necessary, opens up new
opportunities for its economic,
piactical and quality use.
While it is true that the cost of
NEW vorV """""O*
MO«>ts
NEW vl*'^Rres ,
WASHINGTON ^^^^
..*> ^:^« --^
\v.^^V'
:.^^
-^ Ml."'"*
fOUTHloesT
■^"'caco
'""^"''^«1^-'-'".'-.
"'■ ^*VlCf
ler
BURBANK
-rfeuiim^
lOS
P6€RL€SS LflBORflTORI€S
TORONTO
Columbia f*PicTURESJ
HOLLY S WOOD
>oo .,„ .i„
/Q J^H
fnore and .^
.'•--».::.•,:*'■'■—
Pfoven for I A ^
"eadily improved -
*""»« le, Uet It,
eefiiess ;
the recording medium is never
considered a sizable factor in mo-
tion piclme production (compared
ivith the other costs invohed) it
is still a cost item. Magnetic film
offers a saving in the overall cost
of recorditig sound— quarter-inch
tape reduces this still further.
Two practical points arc worlli
Tnpt' recording in produclion
for MPO's "Tangleu'ood Story"
noting. There is no blooping
jMoblem whatsoever in sjilicing
magnetic tape. While it is normal-
ly good procedme of course to
make all splices in blank spots,
nevertheless it has often been
necessary and successful to splice
directly in a nnisical seiiuence
wheie the two takes may combine
the beginning of one with the end
of another to make a much more
perfect whole. Finally, the quarter-
inch tape takes much less space
than either inagnetic or photo-
graphic film. It is possible to get
a half hour recording on a reel.
For the State Department film
The Tanglexuood Story shot by
MPO, music was the predominant
theme. This was all post-synchio-
iii/ed with the sound from the
tape as originally recorded by the
Boston Symphony Orchestra un-
der the direction of Serge Kousse-
\it/ky. This sound was played
back to the same orchestra for the
camera to take them in action.
Strangely enough it was found
that inider the tension of follow-
ing their own inusic from the
speakers, there was a tendency for
the musicians to speed up. After
two or three tries, by the simple
expedient of speeding up the tape
slightly to match the rate at which
the orchestra was playing, the two
wound up absolutely in step.
For this operation the synchro-
nizing pulses were not placed on
the tape in the original sound
recording; instead they were
placed on this tape during the post
synchronizing when the cameras
were rolling. This is necessary to
be sure that the cameras and the
(continued on page 43)
I
I
38
BUSINESS SCREEN MAGAZINE
;,ND TRWN.no pro
1 -
'r ■
■
for more information about
Beseler Model OA4 write for
Booklet F
FREE DEMONSTRATION UPON REQUEST
,W.P'<'i«";.,„„dVcr.i.»»V
J I
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9-'^^'^^'-
NUMBER 2 • VOLUMF II • 1950
39
In fhe^
N.I. A. A. Film Urges Teamwork
Between Sales and Advertising
♦ Elliitixf Silks irsuhs ckpriul
upon icanuvork Ixuvceii sales and
ad\citisiiii;. This is the principal
theme of Till' R/idar of Selling, a
color film on industrial advertis
ini;. now in preparation by the
National Iiidtislrial Advertisers
Association.
The motion piitiire is made pos-
sible by the Piilman I'tiblishiiii^
Company of Chicago, donor ol the
ainiiial Piitman .\wards lor indus-
trial advertising accomplishments.
The 2.5-minute film includes le-en-
actments of documented case his-
tories chosen from those that re-
ceived Putman Awards in 1947
and 1948. It dramatizes factual,
sales-producing advertising and
piomotional experiences of indus-
trial firms.
15eing produced by Raphael (i.
Wolff .Studios, the film will be
made a\ailable to a broad cross-
section of American industrial
movement.
Certain oigani/atioiis are being
considered for management dis-
tribution such as the National As-
sociation of Maiuifai turers, Amer-
ican Management Association,
U. S. Chamber of Commerce, Na-
tional Sales Executives, Inc., Amer-
ican Association of Advertising
Agencies, and others.
J. S. Smith, chairman of the
N.I.A.A. motion picture project
comiTiittee, stated that The Radar
of Selling will be prcmieied at the
N.I.A.A. convention in Los An-
geles on [unc 28.
Association Films to Distribute
Metropolitan Lite's Heart Film
♦ Medically amhenticated infor-
mation on heart ailments will be
foinid in Be Ynur Age, a free film
distributed by As.sociation Films,
Inc., for the Mktropoi.itan Life
Insurance Company. The infor-
mation is reduced to the common
denominator of lay language.
Though the filin is aiined pri-
marily at middle-aged men and
women, it evokes interest in audi-
ences of all ages and all pursuits.
The workings of the heart and
how much it can take at various
ages is shown. Actual X-rav mo-
lion picture sequences show the
heart and its valves at work.
The tuiderlying plot is the story
of a business man who learns that
he can live a happy, active life
though he has had a heart attack.
^QCity^g m^m
NEWS AND COMMENT ABOUT BUSINESS FILMS
A swank rciepiinn rnoin leads to.. Ftonded's iniuleiii siirening riioin
Bonded Film Storage Opens N. Y. Preview Center
♦ TuF BoNnni Film .Storagk opened late in February at 630
Company threw a big shindig in Ninth .Avenue, New York. The
honor of its slick new offices and new theatre, a\ailable for screen-
Film Center Theatre which ings at all times, contains just
• Distinctive Films
• For Specific Purposes
• By Outstanding Personnel
• •
PATHESCOPE PRODUCTIONS
580 FIFTH AVENUE. NEW YORK 19, N.Y.
PLAZA 7-5200
about the best projection, seating
and acoustical facilities available
anywhere today.
Features Smart New Wall Covering
♦ Of particidar interest in Bond-
ed's new theatre are the walls, pa-
pered in ScuLPTURKD Wall Cover-
ing. This stuff, about as thick as
linoleum and as easy to apply as
wall paper, will take paint, wax,
anlitjuing or se\eral other effects.
It is sturdy enough that a floor of
it in the maiuifacturer's offices has
been walked on for two years with
no sign of wear.
Beyond being attractive and
dinable. Sculptmcd Wall Cover-
Bonulu's Exn:Liii\t Slaff (sliinvn
above) includes (I to r) E. Kandrl,
C. M. Ross, M. J. Kandel, and S.
Kandel. at open-house party,
ing has two other features to com-
mend it to anyone contemplating
a new projection rooiiL It has been
tested out by Bondcd's sound en-
gineers as A-1 acoustically, and it
is relatively inexpensive. Rolls,
measuring 16 yards by 19^ inches
retail at .$16.20 and are available
at most decorator shops and de-
partment stores. For further in-
formation and sample squares of
Sculptured Wall Covering (avail-
able in woodgrain, matting, brick,
split bamboo or straw) get in
touch with Kat/enbach & Warren,
Inc., 49 East 53rd Street, New
York.
Oil Industry Signs New Picture
♦ The On. Inpisirv Informa-
tion CoMMiiTFE has contracted
with Louis de Rochcmont Asso-
ciates and Film C>)unselors to pro-
duce a new 30-minute motion pic-
ture, tentatively titled 2-1 Hours of
Progress. The film will show the
part petroleum plays in the lives
of liiO million .\mericans. It will
be completed late this summer.
Philip C. Humphrey, Texaco
Public Relations Manager, is
chairman of the OIIC motion pic-
ture committee whith is preparing
and su])er\ising the new film.
Acetylene Association Making Film
♦ An interesting new picture is
now in production for ihe Inter-
national ACFTYLENF .ASSOCIATION
at Transfilm, Inc.
40
BUSINESS SCREEN MAGAZINE
vfulllns Mfg. Corp. Packages
950 Sales Training Program
» With ."),000 ticalcrs and
iiorc than 13.000 retail sales-
men ill need of aid to meet the
<)ni|Klili\e stllin," ahead in
he home kitiheii held. Mill
lins Mf,n. Clorp. is baeking its ^
■V()iiii!>Nt<)\vn Kitchen" line ;
i\iih the hill range of sales
irainiiig materials.
Reienilv umeiled in an
:'aslerii session, the "paikaged"
sales training |)iouiaiii dexcl- j
oped 1>\ Harry A. .\iinbright,
direi tor of sales education, in- ]
eludes charts, sound slidelilnis.
Itimm sound motion pictures
and integrated aids. The Jam
Haiidv Organisation pro-
duced the \isuals. Both pri-
inai\ and advanced courses
are olTered, with the priniar\
material available for show-
ing in the local dealer's store.
A further "basic" course pro
vides full details on the entire
line and covers a six-hour pe-
riod. The advanced course ;
(Selling .Action Conference)
is open onlv to salesmen who
com])Iete the basic course.
West Coast Sponsors Active
According to Studio Report
♦ Commercial motion pic-
tures recently released on the
[West Coast include produc-
tions for California Packing
Corporation, Standard Oil of
California, West Coast Lum-
bermen's .Association and Pa-
cific Gas & Electric Co. Eacli
was handled completely or in
part bv W. .A. Palmer Films,
Inc.. San Francisco service or-
ganisation.
Lumber fur Homes is the
new film for West Coast Lum-
bermen's Association, pro-
duced by the Rarig Company
of Seattle, with svnchronized
sound and other finishing in
Palmer's San Francisco labora-
tories. The PG&:E picture. Si-
erra Fish and Game was pho
tographed by the company,
with a script by William Park,
and Palmer score, recording
and finishing. This film has
unusual shots of fish caught
under water, closeups of deer
and more than one hundred
thousand ducks in flight.
The first joint, amphibious
exercise of the .Army and Nav y
is shown in Operation Miki
produced by Joe Riicker for
Standard Oil Company, with
all sound effects, score and
recording bv Palmer Films.
Inc. Miki. 1-fawaiian for pre-
paredness, was shot on Oahii.
Puttinq the 'Wc^ on
DoOThERM Sales
with AMPRO SOUND
PROJECTORS
*325
N^l'^
Alert Duo-Therm Organization Uses
A Corps of Ampro "Stylists" for
Dealer and Salesman Training
The makers of the famous Duo-Therm home heaters, water
healers and floor furnaces have long recognized the need for
audio-visual aids in their sales training and service program.
Built-in qualify, special features, exclusive advantages need the
combination of sight, sound and motion to be grasped quickly
ond completely. Recently they purchased a bakers' dozen of
Ampro "Stylist" 16mm. sound projectors and put them to work
at once— dramatizing the most effective Duo-Therm sales points
to salesmen and dealers— teaching service men how to do a
more efficient service iob. At this time they are well pleased
with the results of their stepped-up audio-visual program— and
with the oe'-'ormance of their corps of Ampro projectors.
20 LBS. OF SALES DYNAMITE
A Truly Lightweight Sound Projector
IIFT-UP WEIGHT .... 20 lbs.
COMPLETE UNIT WEIGHT . 29 lbs.
This new unit opens a new era for
16mm. sound films for business use.
Ideal for selling, demonstrating, per-
sonnel training, public relations and
scores of other modem business tasks.
It offers outstanding tone quality, bril-
liant proiection, simplified threading . . .
plus rugged, precision-qualit}' perform-
ance year after year. Mail coupon today
for full details and specifications on
the new ■■St>Iist."
Other Leading Companies Are Making
Ampro Projectors Pay Big Dividends
Industrial leaders in increasing numbers are realizing the tremen-
dously effective impact of 16mm. sound motion pictures. The
superb "professional qualitv" pictures and sound reproduction,
the extra measure of film protection and serviceabilin- ... all these
things have made Ampro America's preferred l6mm. industrial
sound projector.
I
■er-^-^j'^SS-
Send for This Booklet . . .
■A POWERFUL AID TO INDUSTRY"
It shows how l6mm. sound films can be used to
* help solve your problems. It's free . . . mail coupon
for your copy.
AMPBO CORPORATION BS 350
2835 N- Weilern Ave., Chicago 18, 111.
Pleoie send me foil details, specifications and price
on the Ampro '■StYlisf 16mm. Sound Proiector, obo
ffee booklet, "A Powerful Aid to Indwstnf."
Tt'^'s^ pit. 01'
WRITE FOR CO-MPLETE FREE LIST OF LOW COST FIL.M GUIDE LIBR.\RV EDITIONS
& Welfare, Sound Slidefilm Guides; Projectionist's
Flandbooks, etc. Write today for complete free list.
c o 812 -N. Dearborn Street. Chicago 10, Illinois.
• Manv useful reference publications are available
to Bt^siNEis ScREE.N readers in our growing Film
Guide Librarv which includes Safety, Sports, Health
NUMBER 2
VOLUME II • 1950
41
Bkfore S; \riFR iji i^(UKl <ir<ft)ining shojrn
by Joan Volts llt'fli and Tiiid\ Marshall
ht new Toni film.
Color Film on Women's Personal
Grooming Released by Toni Co.
♦ A color film on the impoitance
ol good grooming to women has
been completed by the Apex Film
Corporation for Toni Company.
1 itled A[iss Dunning Ones Ti>
Trncn, the mo\ie tells the storv ol
a young business woman who
misses valuable opjxjrtiniities until
she learns to improve her peisonal
appearance.
The home permanent manufac-
turer plans to show the 16mm
sound prints to drug and depart-
ment store cosmeticians, high
schfjol girls, and women's clubs.
So that the 27-minute may be
used in foreign markets with a
niininuim of change, a narrator
technique is used throughout. Ex-
tensive showings are aheadv
planned for this year in England.
The new film will supplement
the full color slidefilm, Headlines,
which was used extensiveh bv
Toni last year.
Celanese Slide-films Instruct
Store Clerks in Selling Rayon
♦ Thk Cei.,ankse Corpor,\tio.\ of
.America has produced the first
three in a series of slidefilms on
fabrics and textiles. The first series
deals with rayon yarns and tex-
tiles and is designed to educate
department store personnel so that
they may pass on information
about rayon to the consimier.
Celanese placed an initial rjrder
of 100 prints of each slidefilm to
be made up tor distribution to the
stores' training divisions. With
each set of sixty-five slides is a
twenty-page script to be read with
the showing and a prepared qui/
to be conducted after each show-
ing.
Ihis first scries is titled A Mod-
ern Y'arn For Modern Living, and
is divided into three parts each ol
which can be shown in nine min-
Product Pictorials
tiles. The series is offered to de-
partment stores by Celanese for
SI 0.00. The aim of the slidefilms
is to arm the retail salesperson
with factual information which
will enable him or her to sell more
ellectively the man\ textiles made
ol chemical yarns.
The series is a joint \enture ol
the Company's advertising depart-
ment and its agency. Ellington &:
Companv. Its producers are
Transfilm, Ini .
Sponsor Two Films in American
Drug Store Training Series
♦ Bk ION. DUKINSON .\ND COM-
PANY of Rutherford. New Jersey,
and .ScHERi.st; Corporation of
Bloomfield. New Jersey, will spon-
sor two of the twehe training films
in the .\merican Drug .Store Busi-
ness Training Series in New York
City.
The series is being prepared
under the direction of Seymour B.
)cffries. coordinator ol the Phar-
maceutical Business .\dMiinistra-
lion programs at the Cit\ College
.\Iidiown Business Center, New
York, and the Biookhn College of
Pharmacv. Becton, Dickinson and
Companv will sponsor ihc training
session on "Merchandising Pre-
scription .Accessories", while the
Schering Corporation will sponsor
the session on "Promotion to the
Public."
Schering is also sponsoring the
lilm Professional Promotion.
* * *
♦ Discovery Pictures Corp., 16
Piedmont Street, Boston, has ob-
tained 16mm rights to .Admiral
Richard E. Bud's .Antarctic epic.
Discox'ery. Prints are offered for
sale to dealers.
SATISFIED
CUSTOMERS
Loucks R: Norling have a record of 100"^ in producing
and delivering satisfactory sales, advertising, training and
educational films for our customers.
In 26 vears of making motion pictures. Irom silent to
sound, from black and white to color, we have never
tailed to satisfy the client — and in most instances the
films have been outstanding in picture value, narration,
music, special effects and overall attention value. Our
oldest clients are still our best customers. "1 here niiiM be
a reason.
LOUCI«'NORLING
245 WEST 33 'TH
MOTIOH PICTURES
ST. • NEW
SLIDE FILMS
YORK CITY
SINCE 192!
New York Screen
♦ Association Films is distribut-
ing a revised \ ersion of the French
Sardine Company's exciting The
Story of Tuna, released sexeral
\ears ago as a longer film and now
shortened to 18 minutes, sound
and color.
* * *
♦ E.vierson Vorke's popular I'S
Rubber sponsored documentation
of the baseball-for-boys movement,
Little League Baseball, is being
released in a Japanese version for
distribution in Japan and the
Ryuk\iis Islands.
* * *
♦ Write to the Camera Mart, 70
West 45th Street, New York, for
the 1950 edition of the Mart Mes-
sage. The illustrated booklet con-
tains descriptions and prices of
professional motion picture and
television equipment, 16mm and
35mm, as well as laboratory and
editing equipment.
Camera Mart also announces
demonstrations and tests of the
new .Auricon Cine-Voice at the
New York showrooms.
* « *
♦ Columbia Records, Inc. has a
new record cutting technique uti-
li/ing a heated stylus which pro-
duces a cleaner, quieter groove
and greatly reduces loss of high
frequencies.
The new technique. Thermal
Engraving Process, is now being
used for Columbia LP Micro-
groove transcriptions.
« * #
♦ Peerless Film Processing
(ioRP.'s equipment has recently
l}een installed at W. E. Hockey
.Associates, San Francisco; The
Vitacolor Laboratories. Burbank,
Calif.; Chicago Film Laboratory,
Chicago; Capital Film Service,
East Lansing, Mich.; Motion Pic-
ture Productions, Cleveland; The
Distributors' Group, .Atlanta and
Southwest Soundfilms, Dallas.
\Vith its plants in New York
and Hollywood and its various
official licensees from coast to
coast, Peerless outlets have in-
neased from ten in 1947 to the
present thirty.
* * *
♦ The Hamilton Watch Com-
PA.w's two films. How A Watch
Works and What Makes a Fine
]]'atch Fine (Business Screen.
\'ol. X No. I) is now being dis-
tributed through all offices of As-
sociation Films.
* * •
♦ Audio Productions, Inc. is fol-
lowing up on the successful
42
BUSINESS SCREEN MAGAZINE
Healthful Living series of films
produced for ilic Tfxt-Kii.m Divi-
sion of the McGrawHul Book.
Company with a new series of five
pimires to be eorrelatetl with Dr.
Herfjei t Soreiison's book, Psychnl-
og\ ill Edutaiioii. The first two in
the series aroused iiuicli enthu-
siasm at initial showings at the
N.E.A. Convention in Atlantic
Cilv last month.
• • •
♦ Other work in progress at Au-
dio: six pictures for the National
Cancer Institute and .American
Cancer .Society, two for .\.T.&T.,
two for Texaco, two for the Na-
tional Board of Fire Underwriters
and one each for Chilean Nitrate
Sales and Babcock i: Wilcox. In
addition, .\udio has 32 reels of
technical productions in process
for the U.S. Navy and a i|uantitv
of T\' commercials before the
lenses.
RUBY
EDITORIAL
SERVICE, INC.
Compfefe Htm Sdllorlal facilities
for Motion Picture A Television
Production
Soundproof Air-Conditioned
Prhate Editing Rooms
Modern Eqvip.ment For
En-erv Technical Require-
ment— 35 & 16mm
Rentals By Day, Week or Month
ALL NEW MOVlOU EQUIPMENT
Equipment Available for
Off The Premise Rentals
729 — 7th Ave.. >.Y. at 49th .St.
Tel.: Circle 3-5640
Type Titles
. . . a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STB£ET - CHICAGO 11
Tape Technique:
(ION 1 IM t.t) KKOM PACK 38)
film are svnchroni/ed ti>n\pletel\.
even though the tape speed was
altered stighth during the post
svnchronizing.
For this picture several scenes
were shot outdiwrs in the same
post synchroni/ing seqtience and
again the synchronising signals
were placed on the tape during the
[X)st synchronizing session. It is
possible to correct the synchroniz-
ing pulses as registered on the tape
by the simple expedient of run-
ning the tape through the ma-
chine again at the time that its
speed is controlled for a new take.
Shifts Don't .\ffect Pitch
It should be realized that these
shifts in tape speed are so slight
and made so slowly that there is
no noticeable change in the music
pitch. Dr. Koussevitzkv was par-
ticularly moved in seeing and
hearing the finished film. The
Egniont Overture was a particular-
ly effective sequence. The re-
recording of this tape to film was
made b\ RC-\ \ictor Film Studios
in Ney\' York.
.\11 of this adds up to increased
facilities for the sound man in
obtaining better sound with great-
er accuracy for motion picture
applications. No doubt with time
and experience, modifications of
these general principles will come
about as others contribute their
ideas to its use. Television filming
offers an outstanding opportunity
in this direction and tape has al-
ready been used on se\eral com-
mercials and in the filming of
entire programs such as The Big
Story.
Studios which have assisted in
I he re-recording from tape to film
include Precision Laboratories,
Reeves Studios. RC.\ \'ictor Film
Recording and Eastern Sound Stu-
dios in New York City; Glen
Glenn in Los Angeles: George
Colbiirn in Chicago, and Crawley
Films Ltd. in Ottawa, Canada.
1
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
SpecUlized lens
mountings and
equipment for
16<1im & 35niRi
cameras
Anination Equipment
MOTORS for
Cine Special, Maurer
aad Bolex Caauras
LENS COATING
John Clemens — Erwin Horwood
NATIONAL CINE EQUIPMENT
IRC.
20 WEST 22iid ST., NEW YORK 10, N.V.
RENTALS — SALES
— SERVICE
Ejremo, MitclieU.
Bell & Howell. Wall,
Cine Special Cameras
Bausch & Lomb
; "Baltar" lenses and
others for Motion
Picture Cameras
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or black and
white ... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
Something Old,'^Something New
Something Borrowed . . . What to Do ?
That was the problem a harried producer
brought us a while ago. He had to make
.1 film out of various quantities of 16mm
black and white reversal originals, vintage
1934 ; 16mm kodachrome print. 1938 ; 35mm
original black and white negatives. 1946:
viinm color print, 1949: plus sound recorded
im discs, magnetic tape, 16mm print and
i.imm print.
Put them all together, and he figured they
spelled plenty of lab trouble.
Well, we showed him his 16mm negative for
release prindng the other day — everything
in proper focus and with the correct aspect
— and he called us miracle men. Of course,
we're not. People have been giving us com-
plicated jobs for years because C.F I. is
HoUvyvood's only Complete Laboratory
Service for 16mm and 35mm Films
CONSOLIDATED FILM INDUSTRIES
A Division of Republic Pictures Corporation
959 Seyvard Street, Holl>Avood, California
Telephone - HOUy-wood 9-1441
.SEW voaK: 1790 Broadway, New York 19, N.Y.
^
•"'•Mi
^ nseeV phoned us I
$ a' ^ ,-. 1\iev
si lanuatf l^
m ioHo«i"8 ''^^- „r„,
^^ ,s of Vt^^ ^'''
'""neon,
J950
'"' foil
C.I
at
'It
optr,
■ninB
' Sa
,r"''^« to r.'*
"'^«.
'° Cei
'«,;
•tl-cl
to
'■"a .-J,,
V^r-'-V^/a- .-^ ,«
•>a in
"•air.
rji.
" ycur
U,
del
'1* «
''f'tlc,
' to,
t£R££SS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 19, N. Y.
NUMBER 2
VOLUME II
19 5 0
43
^K@©130
TlIK MlFCHEI.I. "Profkssionai.'
Mitchell Announces "Professional"
Model 16mm Sound Film Projector
♦ l.:ii(st piodiu I ol I lie Mr k in i i
(iAMIRA (iOKl'OKAl ION is lln
M n Cll I- I.I. I'RfMKS.SIONAI, l().\I.\I
I'Rd jicioR, now in prodiidion ;ii
llu- Cikiidalc, Oaliloniia plant.
riic new Milditll Kiriiiii projec-
tor is not an aiiialciii jjiojcrtor.
Inlrodiuinf; a new (oiuepi in
Kiiniii pi'ojeclion. the Milcliell is
a (piality piolessional iiiadiiiie ol
precision (onstnitlion and design
lliioiighonl — with optional hif^h
iiuensity ai( oi iiic aiidcsicni lamp
projerlion.
A (lexil)le Kiiiini piojccloi, the
Mildiell is desif^iied to meet spe
( iai needs and recjiiiicinents of in
dividual users, i'o insure out
standing; sound (pialily, this Kinim
projeitor is designed to use pio-
lessional .^.Onini sound etpiipment.
1 lie Miteliell projedor frames its
picture in the same manner thai
better professional .S.'iinm projee-
lors do, by alteriuf" the pull-down
ol the film b\ ihe mo\ement while
riinniiif;.
.\ precision onr-ryc Ic inoveiiient
is used with a triple chiw pull
clown allowing use of film with
one or two torn pcrh)ralions. 'J'he
oiiec yelc niovcnicnt permits more
lislit lo reach ihc screen. Ihc fea-
ture of permilling a tliange in him
jiressiire while the projector is run
niiifi; is the same as found on pro
lessional .S.5niin projectors.
To assure the complete prolei^
lion of inechanisiTi and film, the
.Vfitchell Hinini I'rojecloi is en
tiicly encased. Complete salety
lealiircs prevent damage lo ecjiiip-
mcnl and lilm. ISall bearings are
used ihioiighoiit — and precision
cut gear leeth are automatically
lubricated by running in oil.
I he projector rolling stand is
designed to roll through cloorwavs,
and is ei|uippecl wilh jacks. This
projector may be lilted 12 degrees
44
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
up or down. I he .Mittlicll Ibmm
Professional Projector uses a fine
high-grade 2 inch lens, which jjio
jects a sharp, clear image com-
pletely across ihe screen. Lenses ol
longer focal length may be used.
f he new projector threads eas-
ily and has plenty of finger room.
()|)tional speakers, microphone
jacks, turn tal)les and other C(|uip-
nient and accessories are available.
'JdOd-loot reels are used. Profes-
sional exciter ecpiipment used in
this projector is idenlical with ili.ii
used in all professional S.'jnim pro-
jeciois resulting in clean, clear
soiincl and long photocell lile.
I'urlher inlormation on both
arc and iiuandcscent lamp models
is available by writing lo .Vfitchell
(Camera Corporation, (ififj West
Harvard .Street, Cilendale 1, Cali-
loiiii.i, or to 'fheodore .Mlinati,
Room 710, .521 Fifth A\eiiue, New
York Ciiy.
* 4 *
Brush Introduces Eight New Models
♦ III order lo iiu ( i llu huge
ill iiiand loi m.igiK lii l.ipi iicord-
eis, the ISiiish Development (>>.,
(Jeveland, is inirodiicing eight
moclels of till' Soiindmirror, which
iiK 111 poiale new Icalmis dr\cl
lipid lioiii the- expcrienic ol iiioir
lliaii a ilecacie ol production.
Iiiipiovciiients include changes
applied to clutches, replacement
1)1 old t\pe capstan assemblies, and
iiiMallalion of special jianels on
llu b.ii ks ol llu I aliiiul models
loi iclcphone t\pc |'liig loiinec
lions lor radio input, micfophuiu
1 1 put and external speaker oiiipiii,
Ihc new I9.'j0 line im hides
siandard and portable models. In
eluding thc' most recently intro
diicecl Kducational iModel, which
ill! Ol piiiaics many new tlcvelup
nu'iils.
* • •
New Radiant Flameproof Projection
Screen Is Also Tropic-Proof
♦ A washable, llanicpioul. ami
lungus and mildew-prool piojic
lion screen has been announced
recently l)y Kadiani Mie;. Cori'.,
Cihicago. the manulac liner sa)s
that it al)Solulely will not burn
and is proof against mildew and
fungus in the most hiniiid cli
males.
The new washable screen is ihc
piodiiii ol long research, and is
niat'e ol VvNA-Fi.i:t;i fabric.
Revere Manufactures Low-Priced
Tape Recorder-Radio Portable
♦ .\ magnetic, tape iec:oidii and
radio ir)inbinatic)Ti lo lelail at a
moderate price is being manulac -
lured by fievere C^amera (om-
pany. The recorder or radio can
be used separately or together and
a radio piognim may be recorded
by the- nun ol a switch.
Each reel ol magnetic l.ipe
holds an hour of recording. J he
compact unil is a handy poriabli
.incl ])lugs anywhere lor perlorm
aiice. The unit has the advantages
of most ol the ex|)ensive tape re-
corders and is at the same time
within the reach of the general
public.
• • •
Forway Model 14 Automatic 16mm
Projector Includes New Features
♦ file new Forway Mcjm-x II
Al lOMA tk: has several unicjue lea-
tures which should place it on the
iinc-stigaiion list ol sales and sales
piiimolioii managers, .\llhough
not ,1 "big" machine in si/e or
weight (.S8 lbs., loaded), ihe Fen-
way has three big features in its Ml
wall high hdelily oiilput, its lamp
lie)usiiig whicli will take 3(10, .'lOII
or 7.50 watt lamps without mci
healing, and its three salety lii|)
lolleis which stop ihc machine
aiilomatically in case ol lilm
breakage or damage.
Other lealures ol ihe Foiway ale
a one-shoi central oiling point,
aiilomatic direct sh.ill lilm drive
and maga/ine loading lor cpiick
iiiterc hangeabilitv ol subjects.
Ihe Forway oilers other advan-
tages ol a salesman'.* machine—
c'asy sei-up, theatre' in a siiilease,
direct ])i'ojection when iiepiiieel,
AC-DC operation .mil lOOIoot
him cajjacity.
The I'"c)rway .Automatic lisls al
.'5.520. F'.DWARi) ). CiRKKNt: is now
he.'iding up aiilomatic ailivities at
I'oi way.
FoRWAV MODH. II "Al lu\l\lic"
KoiiAk's .\Ii)i)i I Ij.'i Pro |i e.iii;^
Eastman Kodak Builds New 16mm
Projector For Heavy-Duty Use
♦ For auditorium and iaii^r
group purposes, a new lieavy-cliii\
Kiimii projector is now being ol-
lered by the Easiman Kodak C^om-
TANV. This projector, Conipam
represenlalives maintain, is an iin
piovenient over oihcrs in its gre.ii
er screen brilliance and its greaii i
durability under constant use.
■J he- unil is capable of stanclini;
up .iiiil delivering consisleni h.
high . epialily motion picliius
under the exacting recpiireiiieiiK
111 daily operation. The machine
IS divicfed into two mechanically
independent bin interlocked as-
semblies: the inlermiltenl assem-
bly and the shiiiier-sprockei sys-
icni. T liese are driven bv separate'
synchronous motors which make
hir epiicMei operation. Individual
iiiolois .ilso drive the blower, take-
up ,iiid rewind.
The entire [irojector is built onK
a mechanical unit basis, the lamp-
house being one unit structure, the
inlermiltenl system another, etc.
riiiis anv ol the leu major eoiii-
ponenls iiiav lie remove-d e asih lor
service.
.Mihoiigh designed lor pernia-
iienl installation, it can be moved
disasseiubliug it into three parts,
each ol which is provided with
liaiielliolcls. The' piojee lor is called
.Model 2.5.
I'ollowing standard .'i5inm prac^
lice, an inlc'rmiitent sprocket is
used instead ol a daw-type, pull-
down inechanisin. I'ositive and ac-
1 III, lie lilm transport is provided
by an eight-fraine sprocket driven
BUSINESS SCREEN (vlAGAZINE
t)y an accfleraied geneva star. The
wointerniption-per-fianiesluitui
lias a 65 per cent tiansniission.
Moilel 2j provides exceplional
icreen illuniinaiion. t(|iiippeil
ivith a lOOOwail, lO-hour tunysteii
lamp, the projeitor has also Irih
Llesinnecl lor use with arc ilkiiiiina-
lion under more stringenl projec-
tion londitioiis.
The unit is olierid with a new-
type Lunieni/ed Kodak l'roi<(tion
Lens which is dcsis-ned lo enipha-
ii/e Harness ol held and inias^e
resoliuion. I his lens is oliered in
1 choice of local lengths— 2. 2i/^.
2^. and 3 inches. .\11 lenses haxe
an I 1.5 aperture.
The improved sound optics in-
liide a two-stage |)re-amplilur
ivhich is integral with the photo-
[ell and feeds into a separate main
iniplilier. f he amplilier system
mid speaker are manufactined b\
Altec-Lansing Corporation. Lhu-
ler is reduced lo 0.2 per cent rms.;
intermodulation distortion to 5
per cent.
1 he controls include a switch
for phonogra]jh or microphone in-
put. .A tour-position power switch
5cr\es the projection mechanism,
while two knobs on the outside of
the projection head pro\ide for
eas\ focusing and framing.
Advance Notes on New Audio-Visual
Equipment and Accessories Just Out
♦ At presstime, news ol the 'st PhK
l'Ro\AL fi\e-elenieni projection
lens announced b\ Hell S: Howell
its standard equipment on all new-
projectors at no additional cost
was noted. Complete details will
appear here next month, but the
new- lens offers a marked advance
in projection quality: contains a
new- "field ccjrrector" element and
is held to an accuracy within
five wavelengths ol light in
its precision manufacture.
♦ There's news too of a new
high-precision Stocker & Vale
unixersal projector for fjoth
contour and or Iront surface
projectifjn. It is primarily a
measuring instrument.
Below; llie new Da-Lite
background screen.
DaLlte Screen Shows New Unit
for Photographic Background Use
♦ liiF Da-Li IK. .St;i«Ei N Company
has receinly introduced a revers-
ible background screen for com
menial and portrait photogra
pliers. I he seamless screen fabric.
gre\ on one side and white on the
other, hangs Hat to insure a
smooth, unbroken background
lone. I'o rexerse the fabric, the
user easily lifts the case off the
tripod and turns il around. .\ ke\
slot 11 liter band at both front and
icai ol the case, fastens it securely
to the tripod. It is also equipped
with a grey hammerloid case and
sturdy triptxl which allows the
screen to drop within 12 inches
hum the floor.
.Available in two sizes: 60" wide
X 7<l" high, and 70" wide x 96"
high. Haiid> zipper tarr\ing cases
lor both sizes. For inlormation
write: Da Lite Screen Company,
liii.. 2711 North Fidaski Road,
Chicago 39, Illinois.
New 16mm Projection Lens
Announced by Bausch and Lomb Co.
♦ .\ unique, high-speed, six-ele-
ment anastigniai 1. 1.6 lens for
16niiii motion picture prcjjectors,
said b\ its manulaclurcrs to be the
only one of its kind on the mar-
ket, is now in production at the
liatisch & Lomb Optical Co.
1 his new two-inch lens, known
as the .Super Cinephfjr "16", is
designed especially lor quality
projection. Jt has a sealed, (jne-
piece mount which fits all sound
projectors having the standard
ly, ginch barrel, and its surfaces
are coated to provide maximum
light transmission.
FILM CABINETS
KEEP FILMS SAFE
PERMANENT
FILM PROTECTION
ALL STEEL INDEXED
KEY LOCKS DUSTPROOF
FIREPROOF ALL WELDED
OVER 50 MODELS
Fllmstrip
File
Model MF-6
Holdt over 300
fllmstrip cons,
eath in its own
place ond in-
dexed. Sixdraw-
ers — adjustable
dividers.
TYPICAL 16mm CABINET
Floor model for varied library — capocity of 120 reels
of varied sizes and 100 filmstrips.
WRITE FOR
CATALOG No. 17
Complete line 16mm film fil-
ing and hondling equipmenl.
J^owmada
PRODUCTS CORP.
330 W.42 ST. NEW YORK IB, N. Y
READ BY LE.\DERS IN BUSINESS & INDU.STRY
concerned with the pioblems
and progress of audio-visual
communications. Lull annual
Each new issue of Business
Screen is delivered to adver-
tising, sales, public relations,
and training executives within
business and industry who are
subscription only .S3.00. Ol-
der todav at Chicago 10, 111.
SALE OF THE Ha\i CENTURYi
by the Film Industry's ONE-STOP STORE
fWmcraU Studios closed dov»n. S.O.S.
stepped in — here's the result
MR Sr. Solor Spots 5KW w/stonds. $189.50
MR Jr. Solar Spots 2KW v</slonds. . . 104.50
MR Mike Boom & Dolly 395.00
Background Process Projection outfit,
worth S15.000 4995.00
High Speed 16/35mm Aulomotic De-
veloping Machine, «<orlh $18,000 3395.00
Other good buys trom our $250,000 slock
16mm Production Processing Units, new $2750
Mourer Comero w/ motor, like new 3000
35mm Sync Sound Projectors, rebuilt 795
Eyemo O 6 lenses, motor, etc. 2 turrets '095
Neumode 16/35mm Automatic Film Cleoners, new 195
Cine Balowslor 1 '/j" (1.3 lens, new 195
Art Reeves 35mm Galvonometer, rebuilt 375
Cine-Voice single system 16mm camera, new
Uia,
■*? *W*^ I
695
. . And many others — send us your list of requirements
SINCE 1926 S.O.S. hos supplied leoding film producers with Studio, Culling Room and
Lob equipment. IN STOCK - Comeros. tenses. Booms. Blimps, Dollies. Moviolas. Re-
corders, Printers, Bockground Projectors, Processors, etc. - UNDER ONE ROOF.
Dept. H.
^
S.O,S, CINEMA SUPPLY CORP
• 602 H. 5Zai ST.. N. Y. C.
FREE
for the asking!
— listing over d ihou
sand "BETTEH BUYS" in
new and rebuilt FILM
PRODUCTION EQUIP
MENT. All fully guaran
teed — 88 pages chock
lull oJ better buys — it
will save you many dol-
lars. Ask for the Him
Production Equipment
Catalog fSlurelab BAi.
NUMBER 2 • VOLUME 11
45
Men who make
Wm. Burnham Heads Transfilm Sales
♦ Rt'cciit ikimiiiikI tlianges at
Iraiislilni liiid William Bi;rnham
proniott'd lo vice-president in
charge ol sales. Mr. Binnhani was
I'ornierly with RKO Pathc and
Cascade Pictures before joining
Transfihn last year. Before the
war, he was achertising and pro-
motion director of the Bigelow
Sanford Carpet Company.
Mills on Pathescope Sales Staff
♦ (ames E. Mills, former liead
of the new business department
of Pendray & Leibert, New York
public relations firm, has been
appointed to the sales staff of the
Pathescope Company of Ameri-
ca, Inc., 580 Fifth Avenue. New-
York 19, N. Y., producers of in-
dustrial and educational films and
television commercials.
Mr. Mills had been active, be-
fore coming to Pathescope, in the
conception and acti\ation of the
.\tomic Energy Industrial Associa-
tion and the sponsoring of the
atomic energy exhibit by the
Brookhaven National Laboratory.
Sound Masters, Inc. Names Wood
to Head Studio Television Program
♦ Harold E. Wonusel, presi-
dent of Sound Masters, Inc.,
announced last month that Fran-
cis Carter Wood, Jr. has assumed
lull responsibility for all television
film activities at .Sound Masters.
Mr. Wood, who has been a part-
ner and vice-president of .Sound
Masters since its inception, has
been a producer of films for the
past twenty years. He is now de-
voting all his efforts to the study
of the tele\ ision medium.
Francis Carter Wood, Jr.
^BCTTil^^
♦ Marc Cramer, formerly with
United Artists. MOM and RKO,
has joined Iransfiliii as .Assistant
to President, William Miesix;aes.
Larry Gordon Made Chairman of
Board for General Business Films
♦ Larrv Gordon has been named
chairman of the board of General
15i:siNEss Films in New York
which was recently purchased by
Larry Gordon Studios. William
Van Praag was elected president;
Otto H. Sutter, executive vice-
president; and Philip de Mun,
secretary.
General Business Film's docu-
mentary department is headed by
\\'. Robert Woodburn and Bert
Lawrence, former free lance tele-
vision director, will head the story
department. General sales man-
ager is Arthur Otto.
CLARIFICATION
Because, in Hollywood, there are now two
commercial iilin producing organizations
bearing similar firm names, considerable
confusion has been created.
To clarify this unfortunate situation
this original old company wishes to notify
its customers and the trade in general that
Frederick K. Rockett, its founder and
general manager, has no connection with
any other film producing organization
now usinir likeness to his name.
Frederick K. Rockett Company
6063 Sunset Boidcxaul
IIOI.IAWOOD 28 CALIFORNIA
Phone: Granite 6464
Fuller & Smith & Ross Centers Film,
Radio and TV in New Department
♦ Richard F. Reynolds has been
appointed Director of Films, Ra-
dio and Television at Fuller &
Smith & Ross, Inc., Cleveland,
national advertising agency.
"The establishment of a central
department to represent these
three media indicates their in-
creased importance and use in the
advertising and sales promotion
programs of our clients " stated
William A. Wright, vice-president
and manager of the Cleveland Of-
fice, in announcing Reynolds' ap-
pointment.
While the film department has
handled television activity during
the past two years, radio advertis-
ing has been a separate section,
Mr. ^Vright indicated. John James,
formerly of the radio group, has
been named Associate Director of
Radio in the new organizational
setup.
One of the first advertising agen-
cies to establish a film department
1 1 years ago, FSR's film depart-
ment during the past four years
has supervised the production of
over 250 films of various types for
its clients. Of these, 78 have been
for television use. Among the cor-
rent television productions under
way is a series of 13 half-hour
films. Adventures in Sewing which
will be seen soon on 45 TV sta-j
tions throughout the country. Thfr P'
print order for the series is one of
the largest single orders placed for
16mm film in recent years. .Almost
one million feet of film will be
wound up on 2,340 reels.
With FSR for 13 years, Mr. Rey-
nolds has been a member of the
film department since his return
horn the Navy in 1946 and its
director since 1948. .As a lieuten-
ant commander and photo officer,
he supervised the production of
approximatelv 150 Navy training
films and later was responsible for
commercially produced films.
46
BUSINESS SCREEN MASAZIN
William Pasman
Bill Pasman Joins Jam Handy
♦ Editorial chief John Faricv of
(he Jam Handv Orgam/.ation lias
announced the appointment of
Bill Pasman to the [am Handv
writing staff. Mr. Pasman, who
came from the General Motors
Photographic Department, will be
engaged in contact operations.
Homer F. Magers Elected \o Marshal
Templeton, Inc. Board of Directors
♦ Marshal Ilmi'llio.n, Inc. oI
Detroit has elected to its board of
directors Homer V. Mai^frs. who
has been the firm's prodticlioii
manager iiiul ^iil diiector lor loin
\ears.
Mr. Magers was attached to the
animation department of the
.\rmy Signal Corps Photographic
Center in the East for foin- \ears
during the war. He was in motion
picture and slidefilm work for six
years in .Nfinneapolis prior to the
war.
United World Appoints E. S. Riley
♦ United World Films has ap-
pointed Edward S. Rilev as man-
ager of the Educational Film Di-
vision.
Mr. Riley has been with United
World since 1947. Formerly, he
served with the U.S. Department
of Labor, the New York Public
Schools System and the Hearst
newspaper chain.
ANSWERS: How Good Is Your Projection Technique?
(1 he complete cjui^ feature appears elsewhere in this issue)
1. a — : b +; c +; d — ; e +: f +: g — : h — .
2. h: f: b; e; a: c; d; g; c.
3. c (or e)
4. e
5. One-half inch masking (or scotch) tape.
6. a. One 25 foot extension cord.
b. One trouble light such as a flash light.
7. a. Circuit noises such as old fluorescent lighting fixture.
b. Poor room acoustics caused by exposed steel membeis or anheil
ceilings.
c. Scratches on film sound track.
8. a-7: b-1; c-4; d-6; e-12; f-10: g-14: h-8: i-9; j-2: k-15;
m— 13; n— 5; o— 11: p— 3. Give yourself credit for any of these if
you come within two steps; for example, you may credit yourself
for a point if \ou answered part "a " with a "5", "6", "7". "8", or
•■9".
Your grade is ".\" (equivalent to 500 or more shows) if you got 36
of the possible 40 points correct. Your grade is "B" (equivalent to
more tlian 200 shows) if you got 30 or more points. Your grade is
"C" (equivalent to 50 or more shows) if you got 20 or more points.
If you got only 15 points correct, your grade is "D"; and less than 15,
"F". .Anything less than 20 points ("C") would indicate you should
receive further instruction from an experienced operator — before you
ruin a film, a projector, or a show (or all threel).
LINE VOLTAGE BOOSTER
FOR PROJECTORS
. . . is fhe answer
fo Oucfuafing and
low line volfage —
-A- increases
Illumination
•k increases clarity
of sound
Can raise 85 volts to 120
volts with 1250 watt load.
1634 South Boston
THeeUa. *)*tc.
Tulsa, Oklahoma
NUMBER 2 • VOLUME II • IfSQ
PROJECTION QUIZ
REPRINT DETAILS
♦ III im|jr()\e film
projection every-
where, the Projection
Technique feature
concluded above will
be made available in
reprint form or spe-
cial permission to re-
print will be granted
on written recjuest to
the Editors of BUSI-
NESS SCREEN, 812
N. Dearborn Street,
C;hicago 10. Write for
particulars.
HOUSTON Color Laboratories
FILM STRIPS
ANSCO COLOR
FASTEST SERVICE LOWEST PRICE
HIGHEST QUALITY
OTHER
SERVICES
INCLUDE
■^ Film Strip Masters,
-^ SSmrn copies from 35tnm
I A^ or 1 6 mm Motion Picture Films,
[ -A- 2 X 2 Color Copies
THE HOUSTON COLOR LABORATORIES
11807 West Olympic Boulevard
LOS ANGELES 25, CALIFORNIA
BRadshaw 24331
Cable: HOUSCORP
VARIABLE SPEED MOTOR
with TACHOMETER
for
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AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 8-64 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-64
Frames.
115 Voir AC 60 Cycle, Synchronous
Motor, Single Phase.
220 Voll AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
and Mitchell Cameras. Motors for Bolex mnd
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 1 0, N. Y.
47
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Pioneered 17yearsagoby Magnavox,
today's models reflect long experi-
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BURBANK ■ CALIFORNIA
48
LETTER FROM WASHINGTON
(CONTINUED FROM PACl: 1 H 1 RT V - TH REE)
Screen, February 1. 1950). It is also being
determined bv the Filnistrip Section of the
International Press and Publications Divi-
sion (I N P) .
More importantly, perhaps, this Section,
inider the direction of Elizabeth Lundell, is
Iielping to create "situations of strength"^
over the longer term by placing the bulk of
its 5,000 projectors on indefinite loan with
schools and colleges throughout the world.
Thereby, school children, high-school, and
college students see every day as an integral
part of the learning process some one of the
current 150 titles explaining a facet of Amer-
ican life. More bluntly, they see how Amer-
ica and Americans got that way. Perhaps by
the time they are adult, the problem of ciu-
rency exchange may ha\e been solved.
Prints Distributed to 175 Points
Two or three black-and-white filmstrips
("a color filnistrip is quite an event") are
prepared each month, and from six to seven
hundred prints of each subject are sent out to
Vienna, Bucharest, Gdansk, Belgrade, Madras,
Saigon, Manila and approximately 175 oth-
er world-wide distribiuion points.
Representative titles include Oil in Amer-
ica, Railroads of the United States, Story of
Steel, Use and Care of Wood Tools, Worhiiig
u'illi Metal, Free Schools in the United States,
Infant Care, Atomic Energy. Antibiotics, Rat
Control, The IMieat Han'est, and Tlie Meivs
Goes to Press.
Filmstrip on P.^intinc Proves Popil.^r
Perhaps less typical, but nevertheless of
interest, is A Survey of American Painting,
18^0-1^)30. Since approximately 100,000 resi-
dents of Washington have only recently vis-
ited the exhibit of an Austrian collection at
the National Gallery of Art, the Viennese are
apparently reciprocally appreciative, to judge
from the following comment by the Public
Affairs Officer for Austria: "This was by far
the most useful filnistrip received. Some have
expressed the conviction that everything pos-
sible should be done to bring to Vienna an
exhibit of American paintings of the type
shown in the filnistrip." When the same film-
strip was shown in Bombay, alert questions
were asked about Alexander Calder mobiles,
.American war- and magazine-cover artists.
Foreigners have many misconceptions about
us: it is unnecessary to say that one miscon-
ception is that we are barbarians — of the
spirit.
The filmstrips consist of from 40 to 50 si-
lent frames and the accompanying talks are
domestically translated into French, German,
Italian, Portuguese, Spanish, Chinese, Greek,
Turkish, and Arabic. Translations of the
less familiar languages and dialects are made
in the field.
In order lo meet one of the problems en-
countered, two lectures are prepared: one is
suitable for a sophisticated country like
(continued on the following page)
,T See text of Secretary of State Dean Aclieson's news conference
on February 8, 1950. Text from THE NEW YORK TIMES,
February 9. 19.50.
THE MART MESSAGE
THE HALLEN B-22 RECORDER
Synchronous for 16 and 35nim (^nieras. Frequency
response to 10,000 cycles. Two channel mixer and
dialogue equalizer. Price $1,850.00 FOB
1
Light your sets —
THE COLORTRAN WAY
Amazing new 750, 2000, and 5000 watt units in
lightweight cases, use ordinary 150 watt bulbs on 15
to 30 amp fuses, capturing high intensity profes-
sional studio type lighting. Grip equipment with
gobo stands, scrims and flags, indispensable for good
lighting control. Send for illustrated booklet.
PRODUCTION EQUIPMENT
CINEPHONE 35mm CAMERA with custom built
rackovei. similar to llic Mitchell camera, revolving
3 lens turret, 32mm Astro Pan Tachar f2. 50mm
Schneider Xenon f2.3, 75mm Schneider Xenon f2.3.
side viewfinder. automatic dissolving shutter, in
excellent condition $1,650.00
FILMO 70F with turret finder and 3 positive ele-
ments, Ijmm Kodak f2.7. 1" Cooke Kinic fl.5, 3"
W'oUensak f4 lenses, adjustable back to take 200'
magazines, adapted for motor, ratchet type winding
key, case, like new $550.00
ARRIFLEX HEADQUARTERS
SALES - SERVICE - REPAIRS
35nim Arriflex camera, ideal for newsreel or tele-
vision productions, choice of Primoplan, Astro or
Zeiss lenses, two 200' mags, sunshade and hlter
holder. Priced from $725.00 to $1,250.00.
CAMART MIKE BOOM, TRIPODS,
SPECIAL EFFECTS UMTS, MICRO 16-35mm
SYNCHRONIZERS, ALL COMBINATIONS
SEND FOR NEW 1950 CATALOGUE
THE CAMERA • MART inc.
70 WEST 45th ST.
NEW YORK 19, N. Y.
CABLE ADDRESS-CAMERAMART
WORLD-WIDE SERVICE
. c SPECIALIZED OB
1" LABORATORY ^»5)
""•( SERVICES )"""
COLOR - B&W • BLOWUPS • REDUCTIONS
35 mm
3-COLOR PRINTS
ENLARGED DIRECTLY FROM
16mm COLOR ORIGINALS
16mm Optical Printing-
masters for use in making
color release prints
Precision Fine Grain B&W
Blowup Negatives
from 16mm Originals
FILMEFFECTS
OF HOLLYWOOD
1153 N. Highland Avenue
Hollywood 3S. Calif.
Hollywood 9-5808
BUSINESS SCREEN MAGAZI
N i ||hii
Film and Record
Storage Cabinets
Model 12, pictured
below, will hold and
protect up to 24
12" records and 24
IV^" cans.
Model 16. similar in
constfuction. holds 50
16" records and SO
• When your client has the records and films
successfully in the hands of his dealers, how
do the dealers talce care of them? To Insure
maximum success for your campaign those films
and records must be in use a long time.
We design carriers to meet your problems.
We give you prompt, intelligent service. Our
production and prices are right.
Write for Standard Price List
PANDORA PRODUCTS CO.
929 Eton Road
BIRMINGHAM. MICHIGAN
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
* Completely scU contained. FM Speaker, volume
control, off on switch, etc., all inside compact
6%" H X 6" W .\ 6" deep case. Weight 7 lb.
* 3\V audio power.
* Operates on 1I7V 60 cycles A.C.
* No Fly Wheel— instant start and stop, with no
damage to film.
if Price $165.00 net F. O. B. Chicago.
EDL COMPANY
2007 S. Michigan Ave. Chicago 16, III.
N
JMBER 2 • VOLUME 11 • 1950
LETTER FROM WASHINGTON
(CONTINUED FRO.M THE PRECEDl.NG P.\CF.)
France whose citizens scream that we are pat-
ronizing them if they are provided with the
elementary commentary demanded for the
inisophisticated citizenrv of the Eastern world.
Strikingly enough, filmstrips are still a nov-
elty in France, particularly in schools. In
one recent month in the Paris area alone, at-
tendance was 52,032 at 1.103 showings.
The need for text on two levels of diUitiilt\
accotints also for the fact that few strips arc
bought Irom commercial prodticers. Incorpo-
rated in English into the bodv of the tilni,
the explanatory material in the commercialh
produced subjects presumes more knowledge
than most loreigneis have of us. Titles aic
prepared from staff photographs and the stills
obtained from industrial companies — automo-
bile, oil, steel, railroad, for example, with
whom the Section has excellent cooperati\e
relations.
DisPL-AV Projectors Show to Piblic
In countries where school and public dis-
tribution is prohibited, the exhibition prob-
lem is overcome bv placing an automatic ccjn-
tinuous projector in the window of the United
States Information Service Librarv. In Bu-
charest an automatic projector was placed
in the main entrance hall of the library and
insofar as possible the stibject of the film-
strip, changed twice weekly, is linked to the
theme of the exhibit in the adjoining room.
In Poland, missionaries appear at U.S.I.S.
headquarters every two or three months, se-
lect a number of subjects, and disappear until
their next visit to pick up new material.
In Lisbon, the idea of installing a continu-
ous projector in the reading room of the Li-
brary developed when an artist asked for an\
kind of picture of Niagara Falls to copv. The
only picture available was contained in the
filmstrip. Eastern States. The projector was
installed and the artist made the copv.
Seemingly one of the most remote spots
where .\nierican filmstrips are being shown is
at Siasi. Sulu. which lies at the southernmost
tip of the Philippine Islands pointing towaid
Borneo. Here bv means of kerosene-operated
projectors, an .American priest, interested in
developing a health program among the sea
gypsies (Bajao) of the southern Sulu region,
shows pertinent titles.
Requests Cover .\ Lot of Ground
.Another problem to be matched bv Mrs.
Liindell and her staff is the varietv of re-
qtiests for subject matter. Sweden will ask
that a filmstrip be made on "the United
States in world politics" and "from unem-
ployment to full emplo\ment in a free socie-
ty." Just the other day Mrs. Lundell re-
ceived a request from East .\frica. Nature
of the reciuest was for a filmstrip on crocodile
bites, tiltimately to depict the usefulness of
artificial limbs. She intends to get herself
out of that one by informing East Africa
that the .Section has a series on Basic Health
in preparation.
The yearly cost of the Filmstrip Section to
the taxpaver is from a third to a half of one
medium tank. •
TEMPERED 1 STEEL
REELS • CANS
AND FIBER SHIPPING
CASES
Compco products ore specially
built lo meet the exacting
repuirements of professional
n,ovie makers ... and priced
to keep your budgets lo
THE UNE THAT OFFERS
YOU A COMPIETE RANGE
OF S mm & 16 mm SIZES
., ..Ul »Vt. CHICAGO 47
RANGERTONE
SCORES AGAIN!
A Prominent Motion Picture
Company Recently Wrote Us:
"We were so pleased with our first Rangertene re-
cording, that we have decided lo produce subsequent
pictures exclusively with Rangertone equipment."*
Through its ability to meet the highest professional
stondards, Rangertone has been credited with the
recording success of many productions in the broad-
cost, motion picture and recording field.
Outstanding and exclusive Rangertone features include:
Superior editing facilities — choice of four common
tape speeds — long playing lime (up to six haursi —
lip-syne operation — complete metering facilities —
built-in 3 channel pre-omplifier — Also NAB approved,
rugged construction and maximum portability.
*Mame on request
y/rife for Complete Details
RANGERTONE, INC.
73 WINTHROP ST.
NEWARK, N. J.
RANGERTONE
Portable Tape Recorder
49
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 244 High St., Hartford 5.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 91.5 12th St.
N.W.. Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MARYLAND •
Folkemer Photo Service, 927 Pop-
lar Grove, Baltimore 16.
Robert L. Davis, P. O. Box 572,
Cumberland.
Stark Films, 537 N. Howard St.,
Baltimore 1.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert & Kelly, Inc., 134 Mid
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 59 Chandler
Street, Tel. 402 14, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Association Films, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42 20 Kis-
sena Blvd.. Flushing.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Ideal Pictures Corp., 207 East 37th
St., New York 16.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Mogul Bros., Inc., 1 12-114 W. 48th
St., New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
Jack Patent, 13 East 37th Street,
New York 16.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Sulfern.
Wilber Visual Service, 119 State
St., Albany. Also 28 Genesee St ,
New Berlin, New York.
• PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Harry M. Reed, P. O. Box No.
447, Lancaster.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
. WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington
St., Phone 2-531 1, Box 6095, Sta-
tion A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St.. Charleston 2.
Theatre Service & Supply Co.,
I'hone 21043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 506 Eight-
eenth St.. North, Birmingham.
• FLORIDA •
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1615 Hendricks
Ave.. Tel. 9-1906, Jacksonville.
Southern Photo and News, 608
E. Lafayette St., Tampa.
• GEORGIA •
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden 16mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Ideal Pictures Co., 3218 Tulane
Ave., New Orleans 19.
Stanley Projection Company,
2111/^ Murray St., Alexandria.
Stevens Pictures, Inc., 1307 Tu-
lane .\ve.. New Orleans.
Stirling Visual Education Co.,
1052 Florida St.. Baton Rouge.
Delta Visual Service, Inc., 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jackson 2.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Memphis.
Tennessee Visual Education Serv-
ice, 416 A. Broad St., Nashville.
• VIRGINIA .
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E. Main St.,
Richmond 19.
National Film Service, 202 E.
Cary St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St., Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 28 E. *"
Jackson, Chicago 4 — HAr 7-
2691
Association Films, Inc., 206 S.
Michigan Ave., Chicago 5.
Ideal Pictures Corp., 65 E. South
Water St., Chicago 1
Jam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago I
50
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
BUSINESS SCREEN MAGAZI
:t
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictures, 614 N.
Skinker Blvd.. St. Louis 5, Mo.
• INDIAN.\ •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Indiana Visual Aids Co., Inc., 726
N. Illinois St., Indianapolis 6.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA .
Pratt Sound Films, Inc., 720 3rd
Me., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409- 1 1
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust Si.. Kansas C:it\ 6. .\Io.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
• MICHIGAN •
Elngleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit I.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest .\udio Visual Company,
1504 Hennepin .\ve., Minneap-
olis 3.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
Ave., Cincinnati 19.
.\cademy Film Service Inc., 2300
Payne .\ve.. Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid .Ave.. East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
.\ve., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films, Inc., 29 Central
-Ave., Dayton 1.
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles .Ave., S. E., Massillon.
Gross Photo Mart, Inc., 524 Mad
ison, Toledo 4.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Gallagher Film Service, Green
Bay. Also 639 N. 7th St., Mil-
waukee 3.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. aausonthue, 1829 N.
Craig Ave., Altadena.
Coast Visual Education Co., 6058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los .Angeles 5.
Jam Handy Organization, Inc.,
7046 HollyTvood Blvd., Los .An-
geles 28.
Ralke Company, 829 S. Flower
St., Los .Angeles 14.
Carroll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., 351 Turk
St.. San Francisco 2.
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
.Ninth .Ave.. Denver 3.
• IDAHO •
Howard P. Evans, Audio-Visual
Equipment, 305 N. 9ih. Boise.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma,
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
.Audio-Visual Supply Company,
429 S. W. 12ih .Ave., Beacon
3703, Portland 5.
Cine-Craft Co., 1111 S. \V^ Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th .Ave., Portland 5.
-Moore's Motion Picture Service,
306 S. W. Ninth Ave., Portland
5.
• TEXAS •
Association Films, Inc., 3U12
Maple Ave.. Dallas 4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 4000 Ross
Ave., Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place, Salt Lake City I.
• WASHINGTON •
.Audio-Visual Supply Company,
2450 Bover .Avenue, Franklin
2068, Seattle 2.
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
• HAWAII .
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
Audio-Visual Supply Company,
Torcjnto General Trusts Build-
ing. Winnipeg, .Man.
General Films Limited
Head Office:
Regina, Sask., 1534 Thirteenth
Ave.
Branches:
Edmonton, Aha., 10022 102nd
Street
Montreal, Quebec, 263 Craig St.
West.
Moncton, N. B., 212 Lutz St.
Toronto, Ont., 156 King Street
West.
\'ancouver, B. C, 737 Hamilton
Street.
Winnipeg, Man., 810 Confed-
eration Life Bldg.
St. John's, Nfld., 445 Water St.
Radio-Cinema, 5011 Verdun Ave..
Montreal, Quebec.
FOREIGN
Uistribuidora Filmica Venezolana,
De 16MM., S.A., Apartado 706
Caracas, Venezuela, S.A.
There's An Audio-Visual Specialist in Your Town!
•k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
Visual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing inquiries are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 2
VOLUME M • 1950
51
For 16mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
VapOrate^n"
v'.UCllE H. FLECK, Sole owner and presideni
'of VAPO^ATE CO. Inc. has become president
.-,1 VACUUMATE Corp. and lolien with her
oil personnel
and
ill continue
with
• the same faces
• the same place
• the same efficient
personal service
• the same super
vapO'iate
film treatment
.^^ Your past patronage is appreciated. Vacu-
■■^^ umate Corp. and Mrs. Flecl< will be pleased
to continue serving you.
VACUUMATE CORP., 446 V/. 43rd ST.. NEV^ YORK
V a c
u u m o 1 e
Corp.
ocquired
fhe o
sels, paf-
en(s ,
Uade-
maik.
good will
ot VopOfole Co, 1
/nc. w
h.ch is be-
ing d
ssolved.
•fieg.-Ttade-marIt U. S. Pof. Off, May not be vsed
eKcepI by Vacuumole Corp. ond its licensees.
SOUKD RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTORE SERVICE,
INC.
7315 Carnegie Av., Cleveland 3, O.
Bruinberger Company
Enters Photo Industry
■k Oiu' ol ihc larger iiKikeis nl
iiiftal dies, slanipings and mclal
specialities in the sprawling vasl-
ness of its Brooklyn plants, the
BrI MBl RGER COMFANY, INC.^ at 3i
Thirty-Fourth Street, recently con-
verted part of 30,000 square feet
of manufacturing space prepar;i-
i<ir\ to entering the audio-visuiil
and photographic etjuipnient and
accessories field on a large scale.
Principally a contract manufac-
turer of radios, television sets, atiio
parts, intercommunication systems
and other related electronic and
metal items since 1904, Bruin-
berger has been making photo-
graphic equipment sold under
other names since 1938, and is
Above: Sydney Brumberger, pres-
ident, on a typical plant inspec-
tiiin trip.
now marketing its own line of
slide files, binders, viewers, reels
and reel and photo paper chests.
Pressed and welded photographic
accessories are featured in this
product line-up.
During the current year, new
items will be introduced from
time lo time, according to
Sydney Brumberger, presi-
dent, and Stanley F. Natke,
sales manager.
The Brumberger line also
includes a darkroom safe-
light, a precision-built contact
printer, and a master phone
setup for intercommunication
between the darkroom and
offices.
.4 recent inspection trip
through these production fa-
cilities revealed the tact that
plant power presses regularly
use up a half a million pounds
of steel per month. Venturing
into the rapidly expanding
News-Views of Brumberger Personauties and Pi ant: Shown above
(top left) are Stanley Natke, sales manager, and Sydney Brumberger,
president: (top right) assembling dark room safe lights: (bottom left)
modern machine tools assure precision products; (bottom right) assem-
bling slide viewers for audio-visual use.
audio-visual field with a long line
of products is the company's plan
as it figures to maintain and in-
crease this consumption in the
liituie through increased sales.
Above: one oj ih,- ■j^unil linnn-
berger tools in the Brooklyn plant.
Clemenger Joins Emil Velazco, Inc
♦ |amls C. Clemenger. formerly
of Sound Masters and Caravel
Films, is now vice-president ir
charge of product developmeni
and sales for Emil Velazco, Inc
The new Velazco sprocket filit
magnetic recorder, licensed by
Western Electric, is about read)
for full production and will bt
announced in Business Screen
shortly. It will be in the $2300i
S2500 range, approximately. Thd
\'elazco offices at 723 Seventh Ave,
line, New York, are now demom
strating the new recorder to ini
terested sponsors and producers.
Transfilm Promotes T. J. Dunford(j
♦ ,\t I'ransfilm I.N'CORPORATED
T. J. Dunford has been promotee
to general production manager
Transfilm president WILLIA^
MiESEGAES has announced. Mr
Dunford was previously in cliargi
of slidefilm production.
35iS COLOR PRINTS FROM 16m ORIGINALS
BY THE LARGEST INDEPENDENT OPTICAL PRINTING CONCERN
Top American and Foreign Producers turn to Cinema Research where each
job has the advantage of the finest equipment in the motion picture industry
plus the personal attention of our staff of experts.
Other Optical Services: Co/or or B/ack and White
• DISSOLVES, WiP^S • 16 to aSmrn BLOWUPS
• TITLES, ANIMATION • 35 to 16mni REDUCTION
• ZOOMS, MONTAGES • 35 to 35mm MASTERS
• MATTE SHOTS ,^^^^^^ — • 16 to 16mm MASTERS
-v%ve/^/vco_
'•te*»in^ tke fnt€n£ucet '
esearc
—I.
^aU^i^s^ "■■**-i'-i.*?«tf^^5^;f?fc.>W!Vr ■■'
i^^^t^, ;4udlo^...
Iieiii NKiiniens, lire, t?^
diiccXy vf icund mo^ityn- fUctttXe
FILM CENTER BUILDING - 630 NINTH AVENUE, NEW YORK IS.N.Y- - TELEPHONE COLUMBUS 5-6771
March 3, 1950
Mr. F, H. Arlinghaus, President
Modem Talking Picture Service, Inc.
A5 RockefeUer Plaza
New Tork 20, N. Y.
Dear Frank:
Your good work in securing distribution for sponsored
motion pictures during the past fifteen years has helped every
producer in this business and has naterially aided the growth
of the non-theatrical motion picture field.
Your recent report on the circulation obtained for the
Pennsylvania Railroad's film is a good example. We produced
"Clear Track Ahead". You distributed it.
The Result: More than 12,000,000 circulation
The Cost: "i/L,^ per person
We can add another item to include the per-person-
cost to date if the cost of production were estimated:
Production Cost: J^ per person
Total To Date: \\f per person
Estimated on the basis of "minutes of undivided attention",
the per-minute-cost for both production and distribution comes to
less than 1 mill per person.
I understand that the Pennsylvania Railroad has just con-
tracted with you for 5,000 additional bookings. Congratulations I
As you know, this is just one of many successful distri-
bution performances which your organization has turned in for Audio-
produced motion pictures since 1933 when our company was organized.
It always has been and will be a pleasure to recommend
your services to our clients, present and future.
Best wishes and best regards.
Sincerely yours, /
President 1/
Frank K. Speidell/fw
MDDEHIV TALKING PICTURE SERVICE, IIVC.
45 Rockefeller Plaza • New York 20, N. Y. • 142 E. Ontario St., Chicago 11, 111.
Frain Helps Oil Dealers
get "Under the Hood"
J
Building Saies iratn
the Custawner^s Viewpoint
In the Kodachrome motion picture. "Hoods Up ',
Fiam Corporation is dramatizing the manner in which sales
are buih— from the customer's viewpoint— to create
satisfaction and build repeat sales.
Motion pictures — professionally produced in the light
of practical merchandising knowledge — show dealers
the way to more business, greater profits and complete
customer satisfaction.
7^
JAM HANDY
>^ y (^ — joT the customer s viewpoint
PRESENT AT
NEW YORK 19
IONS . TRAINING ASSISTANCE . SLIDE FILMS . ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ' ^^ ^ " ' ^ ^, ^^ ' J^^L-
DETROIT 11 DAYTON 2 CHICAGO 1 LOS ANGtL I
WASHINGTON D. C. 6
PITTSBURGH 22
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\
OF VOLUME ELEVEN • PUBLISHED »L4Y 1950 ' AUDIO-VISUAL MATERIALS • SERVICES AND EQUIPMENT
FOR ADVERTISING • SALES • INDUSTRIAL RELATIONS • SAFETY EDUCATION ' JOB TRAINING
There's nothing like DETAIL for emphasis
YOU GET THE MOST OUT OF YOUR 16mm
FILMS when they are proiected with the
Look at the detail in the soap bubbles, the
highlights on the hair, the features of the child's
face. Vou see them all sharp, clear and realistic
— when scenes like this are projected with the
RCA "400."
Comparison tests of projected screen images
— for detail, contrast, brilliance and depth —
with other projectors have proved that the
RCA "400" is the finest 16mm projector money
can buy.
Compare the RCA "400" on sound reproduc-
tion. You'll hear voices, music, and sound
effects reproduced with the dramatic realism
of theatre-like sound. Compare the RCA "400"
for simplicity of threading, for ease of opera-
tion, for dependability.
Make this convincing test — before deciding
on a 16mm sound projector. Ask your RCA
visual products dealer to let you see and bear
one of your own I6mm sound films demon-
trated with the RCA "400". Send for illus-
trated literature and the name of nearest dealer.
Write Department 17E
RCA "400" JUNrOR. The only single-case standard
l(\nini sound projector oj Jidly professional quality.
RCA "400" SENIOR. Provides theatre-quality reproduC'
tion of I6nim sound and pictures Jor larger audiences,
auditoriums or larger rooms.
VtSUAL f^RODUCTS
RADIO CORPORATION of AMERICA
CNCINECRIMG PRODUCTS DEPARTMENT. CAMDEN, M.J.
In Canado: RCA VICTOR Company Limiled, Montreal
WE MIND OTHER
PEOPLE'S
BUSINESS
AND THEY LIKE IT...
IF you're in the market for motion pictures, slidefilms or other
forms of visual aids, we suggest you ask our clients why
they prefer our service to that of others.
None of these clients chose Caravel solely on a price basis.
Many of them— particularly those who had dealt with Caravel
on previous occasions— said, "Here's what we've set aside for
a program; if you think it's enough for what we've got to do,
go ahead!"
There are many factors involved in selecting a producer.
Chief of these, we submit, is the ability and unflagging de-
termination on the part of the producer to deliver UTMOST
VALUE.
AGAIN WE SAY TO YOU-ASK OUR CLIENTS
1 If you want proof that Caravel Plans get results, check with American Bible Society • American Can Company • Associated
Merchandising Corporation • The Bates Manufacturing Company • The Bell System • Black & Decker Manufacturing Company •
Godfrey L. Cabot, Inc. • Cluett, Peabody & Company, Inc. • Continental Baking Company, Inc. • Ethyl Corporation • The Fuller
Brush Company • The General Fireproofing Company • General Foods Corporation • Hart Schaffner & Marx • Kenwood Mills •
Michigan Bell Telephone Company • Mohawk Carpet Mills Inc. • Notional Lutheran Council • Northern Baptist Convention • The Pure
Oil Company • Raybestos-Manhotton, Inc. • Rheem Manufacturing Company • Royal Typewriter Company, Inc. • Socony-Vacuum
Oil Company, inc. • Standard Brands, Inc. ^ Towmotor Corporation • Truscon Steel Company • or any other Caravel client.
CARAVEL FILMS, INC.
DETROIT, 1336 BOOK BUILDING, TEL. WOODWARD 6617 • NEW YORK, 730 FIFTH AVENUE, TEL. CIRCLE 7-6111
,.^ se< H>Kh specie ^^^^^^„
""I u his UveJ "P
and b""8'"^„gams an-i ^*'°
«
^/j^c^e// Ca^nfera corporation
666 WEST HARVARD STREET- GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTERN KEPRESENTATIVE: THEODORE ALTMAN. SJI FIFTH AVENUE . NEW YORK CITY 17 . MUIRAY HILL 2.703.
85% of the motion pictures shown in theatres throughout the world ore filmed with a Mitchell
In the long run . . .
Be// & f/oM&// /
For simplicity, dependability . . . for long
years of hard use it's B&H •precxsion motion
picture equipment.
Yes, Bell & Howell products are designed
to meet every commercial and industrial
need. That means they must be easy to han-
dle and operate . . . give top performance
for a lifetime.
You can count on it . . . they will!*
* Guaranteed for life. During life of product,
any defects in workmanship or material will
be remedied free (except transportation).
Single-Case Filmosound. 16mm
projector shows sound or
siler>t films, still picture and
reverse. Light, compact . . .
everything in one case for
convenient carrying and
storage. Built-in 6-inch
speaker operates within the
case or removed from it.
Larger, separate speakers
available for single or mul-
tiple use. ?399.50
70-DA Camera. 16mm
turret-type with vari-
able viewfinder match-
ing lens in use. Seven
speeds. With 1" f 1.9
lens only. $307.20
Auto Master 16mm Cam-
era. Magazine loading.
Three-lens turret head
with automatically
matching viewfinders.
With 1" f/2.5 lens only,
$222.50
Auto Load 16mm Camera.
Five speeds including
slow motion. Quick
magazine loading. Fast
f/2.5 lens. Most compact
of all 16mm cameras.
$162.50
""•^^
Duo-Master Slide Projector. Brightest
of all 300-watt slide projectors. Easy
loading, high definition, steady pro-
jection. $96.50
Foton 35mm Still Comero. Ready for
action after every shot. No knobs to
turn. Sequence of shots, too— up to 6
per second. Unequalled T2.2 (f/2)
Cooke-Amotal lens calibrated in T-
stops. $498
New Academy Filmosound.
Has same outstanding fea-
tures as the Single-Case
Filmosound. but is designed
for larger audiences. 8-inch.
12-inch or large power
speaker available as desired.
With 8-inch speaker, $474.50
Filmoorc 16mm Sound Projector.
High-intensity arc illumina-
tion for sound film projec-
tion in largest auditoriums
and outdoors. With cabinet-
type roUaway base, $2250.
Other lower priced models
available.
Sharper pictures
than ever before!
The new Super ProvaX lens
with built-in field corrector
keeps picture edges clean
and clear. . . gives far greater
sharpness than ever before.
Featured on all new Bell &
Howell 16mm projectors,
except the Filmoarc. Also
fits many older B&H projec-
tors. Write for information.
You buy for a lifetime when you buy l{ A II J* M"! #^"^%7tf^ I I
7108 McCormick Road, Chicago 45
NUMBER 3 • VOLUME II • 1950
B IP ® I tiJ d ^ © © to trci S S bd
National Business Journal of Audio-Visual Clommunicalions
P R E V I V. \V ( ) F C () N 1^ E N T S
I'rcnds in the \c\vs ol Business Kiliiis 8
Films Train to Sell: a Sales Education Report 12
Camera Eye: Canada's Producers Win Awards Hi
Cafeteria Audience of 5.000 Sees Films at
General Motor's Electro-Moti\c Division Plant 19
Svndicaled Sales Films You Can Use 20
Advertising's Own Story Told in "Magic Key" 21
Case Histories: American Telephone S: Telegraph; Royal
Typewriter: All-Radio Presentation Committee; Bigelow
Sanford Carpet Co.; Presbyterian Board, Lutheran World
■Action: Norfolk & Western Railroad: Pan-.\merican World
.Airways: International Acetylene .Association: Sun Oil
Company Pictures Re\ iewed in Detail 22
The Offscreen \'oice: Brief Nnles on Xew Films 24
I'he lutlex ol Sponsored Films: Part II 2,5
Willys-Overland Teams Up for the Buyers' Market 2fi
They Call Him a "Producer's Producer" 30
(Part I'liur of the "Meet the Producers" Series)
Bdsiness .Screen Features Department
In the Picture Parade: Pictures of the Month 32
Television in the News 36
Capitol Commentary: by Correspimdeul Rnhertn Cook 37
Business Screen Executive 40
People Who Make Pictmes 41
New Products: Audio-Visual Equipment Items 42
Pi.us: The National Directory of Visual Education Dealers
Paul N, Sutton
Featured Editorial Events in This Issue
■k rhe focus of our editorial coiuents in this issue tloses in on
the important role of the audio and visual tools as they are
now being widely applied in sales education. Several key fea-
tures supply useful data on that subject and we report in great
detail on the specific program of Willys-Overland Motors.
Practicallv all the tools are at work in this comprehensive
(ield training acti\ ity for Willys' distributors and dealer famih .
The \f)inig execiui\e whose primary concern is their planning,
production, and utilization of this program is Paul N. Sutton,
director of sales training for Willvs. Mr. Sutton's experience
includes a similar^ post at
Reo Motors, Inc, where he
handled Reo's first postwar
program in 1948, and visual
training assignments at Jam
Handy, Wilding, Visual
I'raining Corporation, and
the Dodge Division of Chrys-
ler. ,\s a wartime staff mem-
ber of the Overseas Branch,
Office of War Information,
he supervised photographic
exhibits, .\ University of Wis-
consin graduate, he has also
iniiructed in Journalism at
Michigan State. • We are in-
debted for his cooperation in
forniuhuing this repori.
ECA Film Request
•k With the Office of Technical
Services, U. S. Department of
Commerce, acting in the capacity
of U. S. liaison agency for screen-
ing and procurement of sponsored
and non-sponsored training films
to aid the European Recovery
Program, a formal request is being
addressed to all concerns and pro-
ducers having such material of
value to Marshall Plan countries.
For example, materials han-
dling films can aid industry abroad
in this critical area just as other
hundreds of titles on machine
tools, shop supervision, safety,
scheduling, incentive plans, etc.
can aid in relieving the urgent task
of increasing productivity abroad.
.All sponsors and producers hav-
ing material of this type are urged
to write the Office of Technical
Services in Washington for com-
plete details and screening ar-
rangements. The following exclu-
sive statement to Business .Screen
will provide further data:
Text of Official Statement:
if Provision of non-confidential
U. S. technical information, in the
form of visual aids, for the coun-
tries participating in the Euro-
pean Recovery Program was re-
cently announced in Washington,
Technical assistance to ECA
countries has been an integral part
of the U. S. program from the
start, because European recovery
will be (juicker and less costly to
this country if up-to-date indus-
trial methods and techniques aie
adopted abroad. The new action
on visual aids thus supplements
already-existing programs for the
interchange of technical personnel
with arrangements for the furnish-
ing of visual information.
Government Procurement Aid
Technical and training motion
picture films of the type used so
successfully in the United States
will serve a vital purpose abroad
on the development and extension
of better methods. Government
procurement of these films will
overcome the difficulty experi-
enced bv Eiuopean industry in
learning of and seeming such ma-
terials.
Specifically, the ECA has set
aside a modest fund which will be
used by the Office of Technical
Services of the U. S. De])artment
of Commerce to lurnish films in
accordance with the specific needs
of the Marshall Plan countries.
The films will be shown before
representatives of industry, labor,
and government in the following
Marshall Plan countries: .Austria,
Belgium and Luxembourg, Den-
mark, France, The Federal Re-
public of Germany, Greece, Ire-
land, Italy, The Netherlands, Nor-
way, Portugal, Sweden. Switzer-
land, Turkey, and the United
Kingdom, Types of films to be
selected are:
1. Those dealing with improve-
ment of work methods (lor exam-
ple, working processes "before"
and "after") , These films are de-
signed to increase productivity and
are applicable to a broad range
of industrial and commercial ac-
tivity.
2. Informational films explain-
ing that high production is neces-
sary to raise the standard of living,
3. Films showing increased pro-
ductivity brought about by using
better material and equipment.
4. Films to train workers in tlie
tise of production tools.
Upon approval by ECA in
Washington of a specific technical
assistance project involving ihe
furnishing of industrial films, au-
thorization is given to the Office
of Technical Services to locate,
select, screen, prociue and ship ap-
propriate films. Prints of the films
chosen go to ECA offices in Paris
for a second and final screening.
Sponsor's Name Included
For films finally accepted in
Paris, ECA funds have been pro-
vided to purchase duplicate orig-
inals, dub in foreign language nar-
ration, and produce prints for dis-
tribution abroad. "The name of
the sponsor of a film will be cir-
cidated on the leader.
The present project has been re-
lated to the broader program of
the International Motion Picture
Division of the Department of
State, which is charged with pro-
viding films for the U, S. Informa-
tion Service throughout the world.
The films selected by the Office of
Technical Services for the Euro-
pean Cooperation .-Vdministration
will be shown to indusirial audi-
ences not ordinarily reached under
the State Department program. •
n
Issue Three. Volume Eleven of Business Screen Mafrazine published May 18, 1950. Issued 8 times
annually at six-week intervals at 150 East Superior Street. Chicago 11. Illinois, by Business
Screen Magazines. Inc. Phone WHitehall J-6S07. O. H. Coelln, Jr.. Editor and Publisher. In
New York City: Robert Seymour. Jr., 489 Fifth Avenue. Telephones Riverside 9-0216 or
MUrray Hill 2-2492. In Los Angeles: Edmund Kerr, 6606 Hollywood Blvd. Telephone HEmp-
stead 3171. Subscription $3.00 a year: S5.00 two years (domesticl: $4.00 and $7.00 foreign.
Entered as second class matter May 2. 1946. at the post office at Chicago. Illinois. Illinois, under
Act of March 3. 1879. Entire contents Copyright 1950 by Business Screen Magazines. Inc.
Trademark registered U. S. Patent Office by Business Screen Magazines, Inc. Address all adver-
tising and subscription inquiries to the Chicago office of publication.
BUSINESS SCREEN MAGAZINE
s
^llesmanship is a skill that must be learned, and more
and more sales managers tell us here at Wilding that the quickest,
most economical and most effecti\'e w.w to teach their personnel
is bv the use of audio-\'isual media.
I
However, a spool of film \\ ith a sound track or the print-and-
pressing of a slidefilm can never guarantee a trained man un-
less he is prepared bv a continuing program \\ ith its units \ aried
to soKe now problems in changing conditions.
Thousands of salesmen throughout America todav are selling
tele\'ision and radio sets, tractors and insurance, underwear and
beer, cheese and clocks, cars and tires — and each was trained
under a program \\ ritten and produced b\ Wilding.
Mav we counsel with vou on the possibilitv of planning a
training program for vour salesmen?
CHICAGO*
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
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HOLLYWOOD*
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WILDING
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»TION PICTURES . SLIDEFILiMS . TELEVISION FILMS
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H M. Pate, ^1.. Vice President
Pinther Oil and Grease Mfg. Co.
Fort Worth. Tex:i:;
^ /^^h the i-esults oit« """
te4H
'-Ion pji
1 rvcon-TTO camera
"■-S We delighted «ilh
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£ with the <i^'''i^ ; , „ , tiirector
\^ Jed. A- ^'^^''*^;:":;=a: o«xano».
■ KOTV- came ton Teievis
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several weeks ago we nave teen using it
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WAFM-TV Birmingham. Alabama ^^^^
III I' -""^ J p rati
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Paul (luheniiem
Tampa Home Movie Ce
nter
Tampa, Florida
„,..,—■
,<..ure ol
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implimeni yo
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H camera the Cine-Voice "
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I "I took home a Cine-Voice Camera and made
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MANUFACTURERS OF SOUND-ON- FILM RECORDING EQUIPMENT SINCE 1931
Garment Workers Union Sponsors a Feature- Length
Film Now Playing to Paid Admissions in New York
♦ Last year, when the Standard
Oil Company (N|) sponsored
prodiulion ol the feature-length
film The l.ouisinnn Story, it might
have seemed an unusual venture.
News reaching us this spring iiuli-
cates that Esso's gamljit might be-
come a lull Hedged trend towards
sponsored feature films in tom-
mercial movie houses all over the
country. General Motors is busy
in Hollywood on a feature point-
ing up the merits of big business
and this month at the Gotham
Theatre in New York a new la-
bor-sponsored picture will open
playing for paid admissions in
competition with standard enter-
tainment films.
With These Hands, produced
for the International Ladies Gar-
ment Workers LInion — AFL, runs
55 minutes and features a good
cast headed by Sam Levene and
.Arlene Francis. It was made by
Promotional Films, Inc. which
did such a good job two years
ago on Our Union, made for
ILGVVUs Local 91. (Business
ScRKEN, November 1948)
Offered Tcp Circiiit Owners
David Dubinsky, ILGWU pres-
ident, took the film to Holly-
wood last month to line up dis-
tribution in theatrical houses. It
was received by top circuit own-
ers with considerable surprise.
A sample comment was 20th Cen-
tury-Fox's Spyros Skouras' re-
mark. "Dave, you're in the wrong
business— you should be produc-
ing monies."
Skouras' comment is not so far
fetched at that. ITi(/! These
Hands is a good movie; it ought
to receive favorable notices, wide-
spread publicity and do well at
the box office. Perhaps enough
1(1 cover the nut and even pro-
ckue a profit to plow back into
more production along the same
lines.
Ihis Is Labor's Own .Story
L.ibor has something to tell
the .\inerican people which top
union officials, at any rate, feel
has never been properly done. In
this film, although the union is
always the focal point, the hero
("Sam Levene) is a very human
and likeable person. Perhaps for
the first lime, the minds of some
citizens who see the film in their
neighborhood theatres may grasp
an understanding of the striker's
problems as well as the employ-
er's, and the long range contribu-
tion of unions to better living con-
ditions for everyone.
The .AFL executive committee,
meeting in Philadelphia earlv thisi
month, were inianimous in piaiseiL
ol the ILGWU ellorl. This reac-
tion may lorecast much increased
activity in union film prodiution.
♦ Jack ,\rnold and Lee Good-
man, co-proilucers of II'i//i These
Hands, met in the air force dur-
ing the war and formed Promo-
tional Films soon afterward. Ar-i
nold, formerly an actor and*
director in some 25 Broadway
plays, did inovie work under Rob-
ert Flaherty and Frank Capra.j
Goodman, once a concert pianist^
has done public relations worK'
for se\eral large corporations.
Promotional Films' Chicken of
Tomorrow, produced for the
A & P, recently won top award
at the World Poultry Congress
in Copenhagen. Other recent
films have been produced for
Johnson Quality Homes and the
Jewish Consumptives Relict .So-
ciety.
DuMont Forecasts Wide Expansion
of TV Audience and Video Stations
♦ Six huiulreil to a thousand
television stations, with three out
of every four families in the na-
tion owning a T'V set within three
years after the FCC lifts the
"freeze, " was lorecast by Dr. .Al-
len B. Du Mont, president ol the'
Du Mont Laboratories, Inc., in
an address before the School of)
Journalism at the University oi
Missouri recently. He stated thafl
he expects production of TV\
sets to hit the 5,000,000 marKl
this year with over a hundreA
manufacturers participating. Thi^
will more than double the prei
ent total of video sets in home!
and public places.
Illustrating the amazing growth
ol television. Dr. Du Mont listed
these statistics — at the end of
the war there were about fi.OOO
TV receivers in the U. S.; in
194(i, all manufacturers produced
r),476 sets; in 1947-179,000 sets;
1948-nearly 1,000,000 sets: 1949
-2,750.000; 1950-an estimated
5, 001), 000.
Dr. Du Mont said that there
is no reason for the FCC to
"freeze" television while color
standards are being studied. In
the meantime, 91 of .America's
largest markets are without TV
at all, and of the 59 markets
co\ered by TV, 39 are serviced
bv only one station.
BUSINESS SCREEN MAGAZIN
1
^'Our Revere Tape Recorder
proved a wise investment
9 9
Economical price, thrifty operation. .. an invaluable teaching aid.
JVlany leading educators praise
Revere as the ideal recorder for class-
room use. So simple, even a youngster
can prepare it for operation in a
matter of seconds. And it saves ex-
penses by giving a full hour's record-
ing on one reel of re-usable tape.
Teachers like it for the excellence of
its high fidelity sound reproduction,
and pupils respond to it with gratify-
ing results. Moreover, Revere's price is
well below those of other recorders of
comparable quality. See your Revere
dealer, or write and we wiU arrange
a free demonstration.
REVERE CAMERA COMPANY • CHICAGO 16
Old recofdingi aulomot-
icoMy eroied ai new ones
are made. No danger
of dowble exposurej!
Fait fofword ond rewind
speedi save valuable
lime in moving tope 'ode-
sired poiition on the reel.
Magnetic tape con be
cut, spliced, edited with
scissors and Scotch Tape!
No tape is ever wosted.
RECORDER
$15950
•■5.^^«ii'i%:^sa^
Show 16mm educational films at their best with
i^^GUGr'G SOUND MOVIE PROJECTOR
Gives you bright, clear screen images and finest *'Theatre-
Tone" sound. Shows silent movies, too. Even youngsters
can set it up and operate it easily. Slip-over carrying case
holds accessories, doubles as speaker to make (OAACO
single unit weighing only 33 lbs. Many X # /
outstanding features. Priced amazingly low. comp'eie
I U Ivl B E R 3
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ilt l>i;iJI'INIII.\ lodaj
we're processing the top
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Use our Precision
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television requirements!
• Special TV techniques.
• Fine p[rain developin}: of
all ne!;atives and prints.
• Scientific control in sound
track processing.
• 100% optically printed tracks.
• Expert timinfj for exposure
correction in black & white
or color.
• Step printing for highest
picture quality.
• Special production effects.
• Exclusively designed Maurer
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...no wonder more and more
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W
»
FILM LABPRATORIES, INC.
21 West46fh St., New York 19, N. Y
JU 2-3970
in the Recent News of Business Films
■k June and July are busy months on ilii film
user's calendar, opening with the third annual
Cleveland Fihii Festival on June 13. .Six
categories of fdnis will be presented at special
screening sessions lor church, club, and school
program leaders, business and industrial exec-
mives and other hint users during the one-day
event which winds up witli a presentation of
awards at a dinner meeting.
•Sponsored by the Cleveland Film C^oiuicil,
this event attracts some hundreds of .Midwest-
ern leaders and draws favorable national pub-
licity to the Idnis which its audience-juries
select. Elizabeth Hunady of the Cleveland
Public Library's film bureau is in charge of
general program arrangements.
■k The National Audio-Visual Cotivention,
jointlv sponsored this year by fi\e national a-v
groups, will open July 28 at Chicago's Hotel
Sherman. Pre-con\ention activities featme ifie
second annual meeting of stale audio-visual
directors on July 26 and 27. Educational Film
Library .\ssociation members will meet on Fri-
day and Saturday, July 28 and 29 and Sunday,
July .SO, will be devoted to the Film Council
of America.
The NAV.A Trade Show, sponsored by the
National .Audio-Visual .\ssociation, opens Sun-
day, July 30, at 1 p.m. with more than a hun-
dred exhibits of ei|uipment and materials. The
show will continue lour days, closing Wednes-
day, .August 2, Complete convention details
will be given in our next issue.
it The Edinburgh International Film Fes-
tival will be held in its traditional .Scottish
halls from .August 20 to Septemtjer fO. Rona
fnch Morrison at Film House, 6 Hill Street,
Edinburgh, Scotland invites nominations of
films of the "realist, docmnentary, and experi-
mental type" as well as your personal visit.
WE'RE SEEKING
A FILM SALESMAN . . .
who is selling successfidly right now —
but who wishes affiliation with a ipiality
studio producing tops in slidehlms, mo-
tion pictures, TV,
Write in confidence, giving full facts of
sales ability. Our sales stall knows of this
ad, and your reply will be given full con-
sideration.
BOX 300
BLISINE.SS SCREEN MAGAZINE
150 East Superior St. • Chicago 11, 111.
•k The Audio-Visual Workshop of the Aiiicr-
ic.m Librar\ .Assoiialion is another Cleveland I
e\cnt on |ulv 15 and 16. .Arthur Mayer, thea-
tre excculixe and docunienlary film consultant,
will be the featured dinner speaker at llie
Hotel Hollenden on Saturday evening, July 15.
N. Y. Stock Exchange Considers Sequel ^^H
k The New York Stock Exchange is consider-
ing a new motion picture to supplement the
currently successful Money At Work, which
has been in use for the past three years.
The projected film, still in the discussion
stage, will probably trend toward a broader,
less technical approach to the acti\ities of the
Exchange. It has been felt that Mo7iey Al
Work, while a good effort, reflects more what
the financial interests think is interesting than
what the public really wants to learn about the
stock exchange.
During its three years of distribution. Money
At Work, a March of Time film, has been
screened 27,000 times to a total audience ap-
proaching four million, one-half of whom werej
school children. Theatrical distribution
estimated at 170.000 and television 200,000,
Modern Talking Picture Service, Inc., is the
national distributor, via 26 regional exchanges.
Finance, in sad comparison with manufac-
turing and merchandising, has been slow to
lake its storv to the public in an understand-
able form. The highly technical financial
news which appears in the newspapers, the
hieroglyphics of the daily quotations and the
prospectuses of various offerings are largely
unintelligible to the general public. It has
been suggested that a series of films, similar to
the new .American Bankers Association series,
might serve a great need in telling the invest-
ment community's story to the grass roots.
Next' York Film Council Hears Program on
Film Progress in Business and Industry
k Films and Industry was the subject of the
.\ew York Film Council's .April meeting. John
M. Shaw, assistant vice-president of the Amer-
ican Telephone & Telegraph Company, and
Gordon G. Biggar, of the Public Relations
Department, Shell Oil Company, gave short
talks on film use in industry.
Mr. Shaw described his company's extensive
(C;ONTINUED ON PAGE TEN)
y^ <SA-^TCDH|S^
^samples available
BUSINESS SCREEN MAGAZINE
STUDIOS • HOLLYWOOD 28, CALIF.
623 FISHER BLDG., DETROIT 2, MICH.
430 CARBON CARBIDE BLDG., CHICAGO, ILL
...selling
a profession almost lost in the past decade
is a major problem of business today.
Renewed emphasis has been put on sales
training by such leaders of industry as Kelvinator,
for whom we have recently produced a color
film, "Your Way to Success in Selling".*
In it the basic fundamentals of good
smanship ore presented in an interesting,
dramatic, forceful way that will contribute
materially to the "profession of selling"
See this powerful picture. Film on request.
M
HERE'S THE REALLY
VERSATILE VIEWER —
More Economical, Too!
aniS VERSATILE SLIDE VIEWER
for 35mni to 2^" slides
Vefiofile, oufomaticolly ceniers all slides from
35mm. to 27*" x 2V^" (including Bonlom).
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through o fine opticolly ground and polished lens.
Complete with bulb, on-off switch and 6 foot
cord. AH -steel construction, handsomely finished
in attractive grey wrinkle enamel.
#1225 Viewer $5.95
Use Brumbergef Slide Files for sofe and syste-
matic storage of valuoble slides. Mount them in
Brumberger All-Steel Slide Binders (with Glass).
Sample binders on request.
ror ftet cATAioc
24 Thirty-Fourth St., Bklyn. 32, N. Y.
TRENDS in the NEWS
(CdNllNUEU FROM I" AGE EIGHT)
list' of films as natural for a corporation con-
cerned primarily with communications, for
films emijodv all the best means of comminii-
cating ideas, instruction and inspiration. He
told about the Bell System's new Telezuiiia.
the first picture the company has sponsored
pi iiuipally for school use.
.\l)VANlAGF,S OF El)tlC:ATIONAL FiLMS NoTED
A.T.&T., Mr. Shaw said, is not completely
aliruistic in producing films for schools, al-
though the company does feel a definite obliga-
tion to serve education in every way possible.
Films which promote good telephone usage in
school children now will eventually save the
company literally millions of dollars from
more efficient use of telephones by the public
in the future.
iMr. Shaw expressed the belief that today's
16mm sound ])rojectors are too complicated.
He hoped that the day would soon come when
magazine-loading projectors of Iiigh cpiality
would become available.
Mr. liiggar described the work of the film
conmiittee of the Association of National Ad-
vertisers, and the Industrial .\udio-\'isual As-
sociation. He told of the activities of the AN.\
ill establishing a sponsor-producer responsi-
bilii) check list, an investigation of distribu-
tion systems, a catalog of ANA members' films,
a liaison with the .\inerican Librarv Associa-
tion to explore additional channels of distribu-
tion, and a film clinic designed to study and!
im)5rove business films.
Ihe I.'\V.'\, Mr. Biggar said, was considering!
a business film archives in Chicago, was also
studying distribiuion and the idea of an an-i
nual "Oscar" for business films. Another re-
cent activity of the JAVA was the presenlationi
of a placjue to Merle Johnson of General.
Motors in appreciation of his long and laslingi
contribution to the business film industry.
One of the problems of many industrial film
departments, Mr. Biggar declared, is in selling
top management on more extensive film use
in the face of declining average attendance for
most bookings. At Sliell, however, he said,
total attendance is increasing despite smaller
size audiences. The company is currently
reaching about 13,000,000 persons annually.
Victor Aiiimatografyh A>mounces Actii'e
Role in Projector Field Will Continue
•k Negotiations for the sale of the \'ictor
Animatograph Corporation, Davenport, Iowa,
ha\e been discontinued, according to an ofii-!
cial statement released by Paul V. Shields,
Chairman of Curtiss-Wright Corporation
This Division was acquired by Cintiss-W'righl
in 1946 and will continue to be operated as a
non-a\iation subsidiary of the Corporation.
During recent months conHicting trade
rumors have occurred about the status of \'ic
tor, which the above announcement clarifies
Production and shipments of all products will
continue on a normal basis.
1 IW iniii imUWi I
mJ/f ezpericHce-pwi^efi film teckniciam |
who know the producers' requirmmts |
ffteqea/y - sm/Yn /aoora/or/es. //fc. |
/ / 1905 FAIRVIEW AVENUE, N. E. • WASHINGTON 2, D.C. (
B PRINTING • PROCESSING • SOUND
phone LINCOLN 3-0696
SYSTEM • EDITORIAL SERVICES
10
BUSINESS SCREEN MAGAZlNI
Brush has the right /tfo^
Brush has the right /^^^^
Brush was not only first in modern tape recording — but ^^
Brush keeps first. Nowhere else will you find a line and
selling plans so perfectly matched.
Brush offers your prospects eight recorders to fit indi-
vidual needs.
Brush supplies sales training aids and selling helps that can
immediately help put retail salesmen in business.
Brush has an organized program of advertising that includes
full pages in magazines reaching the ready-to-buy school,
church and industrial fields and forceful advertising in TIME
Magazine with its millions of readers.
Brush helps build your tape sales with helpful literature
such as "How to Edit and Program Tape Recordings" and
"Soundmirror Book of 101 Uses".
: only ^tccd^Yios it all!
millllRROR
®
BY
Su^^...
For more than 10 years leaders in magnetic recording
THE BRUSH DEVELOPMENT COMPANY, Dept. B-5
3405 Perkins Avenue, Cleveland 14, Ohio
Gentlemen: We're interested in hearing more about the Brush exclusive
dealer franchise for Soundmirror.
Type oj Business .
Firm Same
My Same ,
Street
City
. Zone .
. Slate .
<4U M B E R 3
VOLUME II
11
Employees Welcome "Movie Day"
in Thousands of Plants and Offices
jrstasaaaanaatttrirs
ffvv^aff^apovBBo
avOOaaaoH
4 5 6 ^ ®^fj?l
77 12 13 I^M^^t
18 19 20 21 & ^i i. h
25 26 27 28 ji_.^ ^ .y^^
HOME MAKING
AMERICANISM
REGULARLY SCHEDULED FILM PROGRAMS
PROVIDE RELAXATIOH— STIMDUTE MORALE— BUILD GOODWILL
Modern Talking Picture Service, Inc.,
have been commissioned to distribute
on a free loan basis more than a hun-
dred top-notch 16mm sound motion
pictures sponsored by well-known
American companies, trade associa-
tions, and educational foundations. At
/our request. Modern will set up a
weekly schedule of films adapted to
your specific type of audience.
These films are both entertaining
and informative. They may be sched-
uled individually or in well-balanced
sequence from Modern's regional film
exchanges in all leading communities.
WRITE TODAY for free descriptive film
lists and case histories.
MODERN TALKING PICTURE SERVICE, INC.
45 ROCKEFELLiR PLAZA • NEW YORK 20, N. Y. • Circle 6-0910
142 EAST ONTARIO STREET • CHICAGO 11, lit. • SUperior 7-0588
Films Train to Sell
A Sequel Report from Kelvinator
Note: H. L. SchiiuU/, Kelvinator's sales edu-
tation director, here follows up Businkss
ScRi-FNs recent review of current Kelvinator
irainini; films with some comments on their
phuc in the company's overall proi^iam.
•k We at Kelvinator have found that use of
motion pictures in our educational programs
is plain good business. The films reviewed by^
BusiNE,ss ScREEN-yoi/r Way to Success in Sell-i^
ing-Get the Space, Get the Beauty, Get the ;
Buy, Get Kelvinator - and Foundation for
Confidetue are tools without which the train
ing we afford our retail salesmen would be in
complete.
Produced by Raphael G. Wolff Studios
these films arc part of a program for the com
plete development of a retail sales force, lor
which we have invested $750,000 and are tur-
reiilly spending at the rate of $200,000 an-
nually. The program covers recruiting, .selec-
tion and compensation of cjualified salesmen,
their education in professional selling leih-
niques and knowledge of Kelvinator prodiius,
and eHective direction of their efforts.
We begin to receive a concrete reiiun on
our investment only when the retail salesman
begins to use his new professional knowletlgc
lo'increase his sales of our appliances. Thnr-
fore, in the sales-training phase of our com-
prehensive "Vocatioii-in-Sales" program we
employed teaching methods and aids which
research has shown to be the most effective for
this type of subject-matter. We could afford
nothing less. We incorporated charts, sound-
slide films, mechanical props, question-and-an-
swer sessions— and movies.
One-halt of our training for salesmen co\ers
basic principles of selling. Your Way to Sin-
cess in Selling makes full use of the sighl-and-
sound aijpeal and dramatic action inherent in
a motion picture to clinch in the minds of the
trainees the professional techniques of sales-
manship already covered in detail by the in-
structor.
The second half of the training pliasc cov-
(C:t)NTIN tIED ON PAGE T W EN T V - F () U R )
ARE YOU THE MAN?
WE .\RE .SEEKING the services of a
hard-liilting salesman who has earned
S12-15,000 per year through contacting
and selling top executives sales training
film programs.
If you feel you can qualify by virtue ol
a proven sales record, write fully: Age,
earnings since '46 and last 10 yrs. connec-
tions explaining what you sold and to
whom. .\11 information will be held
slricllv confidential. ,\11 our employees
know ol this ad.
Box 401
BUSINES.S SCREEN MAG.\ZINE
1:")0 E. Superior St., • Chicago 11, III.
12
BUSINESS SCREEN MAGAZINE
.
1
r
LONG PLAYING
MICROGROOVE
APPLAUSE
for the sensational new
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Investigate all the advantages of these great new Co-
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experience of The Rexall Drug Company, General Elec-
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other satisfied Columbia clients. You'll get our justly fa-
mous prompt service and delivery, too!
A DIVISION OF COLUMBIA RECORDS, INC. OC'
Tro(fe-A4arfci "Co/wmbio" 0ji ond ^ Heg. U. S. Pat. Off. Mafcat fttgiitradai
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1
VOLUME II
13
Fop bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use GE lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Have yoii looked at one latelyy
G-E LAMPS
GENERALBELECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
150 EAST SUPERIOR STREET — CHICAGO 11, ILLINOIS
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de
BUSINESS SCREEN MAGAZINE
Danish Business Film Studios
Compete for Annual "Oscars"
^ 1 luu's .111 intci iialiimal
lifkl lor business films as wit-
ness the recent competition of
23 producers who submitted
2.5 films representing that
number of sponsors in a re-
cent awards competition in
Denmark. The "Oscar" was
awarded to the firm of Peter
I-'. Heering (Cherry Heering)
lor a film submitted by the
Gutenberghus Advertising^
.Vgent V.
National Packaging Conference
Features Continuous Film Show
* A new addition to the 19th
National Packaging Confer-
ence and Exposition's cover-
age of new methods and teclr-
niques was demonstrated atJ
the Navy Pier in Chicago oti'
.\pril 24-27 with the showing
of selected black-and-whiie,j|
color, sound and silent films
illustrating how exhibiting
firms can meet requiremcnls.
Eleven films were shown the
first day, with repetitions on i
the following thiee days.
The films shown and ihein
sponsors were: Hawaiiani
Pineapple Industry, Standard-
Knapp Division Hartlord-
Empire Co.; Model 160, New ■
jersey Machine Co.; Pliofilm
Packaging Pointers, Goodyear
Tire k Rubber Co.; Stitch in
Time, Bemis Bro. ■ Bag Co.;
Container on Wheels, The
Associated Cooperage Indus-
tries of America; Machine'
Developments in Setup Box'
Industry, High Production i
Machine Co., Inc.; Vitamin
Rivers, American Can Co.; ;
Rainbows to Order, Interna-
tional Printing Ink Division
of Interchemical Corp.; Pony\
Labelrite, New Jersey Ma-i
chine Co.; S3i Bottle Packer,-.
Standard-Knapp Division i
Hartlord-Empire Co.; Packag-\
ing Freshness, .Swift & Co.
Yale's New President Meets
Alumni With a Sound Picture
♦ Whitney Griswold, ne
president of Vale Universit
would like to take to the road
to personally shake hands
with all Yale alumni. As the
demands of his new position-
restrict him to New Haven so
much, the .\lumni Board has
engaged MPO Productions to
produce a five minute film of
Mr. Griswold greeting Yale
graduates all over the country
through showings at alumni
mcelings in piincipal cities.
e^dl
14
lUSINESS SCREEN Ivt A G A Z I N E
■I
''Barley... Miracle Grain of the Modern World
1^
y%
^.^.
ti> ^
L^V
TTXJ-
... a picture ston- of the Froedtert Grain
& Malting Company, largest malting firm
finished products ... a motion picture in
color, dramatic, definitive, realistic, fast-
in the world . . . the story of malt — step- moving — planned and patterned to its pur-
by-step from the grain fields to its nteny pose of selling malt!
ATLAS — creators and producers of motion pictures, slidefilms and television commercials
— has served all t\ pes of industry for more than 33 years. Let us help you plan — in film —
the best approach to \our objective and the most practical film medium to accomplish it.
ATLAS FILIV1 CORPORATION
creators and producers of motion pictures, slidefilms, and television commercials
Till SOUTH BOULEVARD SOUND V-^y SYSTEM
CHICAGO PHONE: AUSTIN 7-8620
OAK PARK, ILLINOIS
NUMBER 3 • VOLUME II • 1950
15
(-/«/• //<?«/ C^hicago .J4eadquarteri
150-152 EAST SUPERIOR STREET
(Adjacent In Michigan Avenue's •■Mngnificent Mile")
two complete modern floors with
a model preview theatre designed
for the business and editorial offices
ot these national publications
BUSINESS SCREEN MAGAZINE
SEE & HEAR MAGAZINE
The Audio- Visual Equipnieut Guide
The Projectiouist's Haudhook
The Fihii Guide Lihrary
INCLUDING: THE INDEX OF TRAINING FILMS:
FARM FILM GUIDE; NATIONAL DIRECTORY OF
SAFETY FILMS: SOUND SLIDEFILM GUIDE; AND
THE SALES TRAINING FILM GUIDE, ETC.
phis these service departuieuts
ADVERTISER ART AND LAYOUT
DIRECT MAIL DIVISION
READER SERVICE BUREAU
Two eniire nuKlcrn Hours are entirely devoted to audio-
visual publications and services tor the industry we ex-
clusively serve. Increased conxeniences to improve cus-
toiner services and to develop markets for audio-visual
materials and equipment in all potential fields.
EFFECTIVE AS OF MAY 29, 1950
Our Chicago Telephone Trunks
Remain as WHitehall 6807-8.
BUSINESS SCREEN MAGAZINE
150 - 152 East Superior Street
CHICAGO 11, ILLINOIS
New York Bureau;
489 Fifth Avenur
Los .\ngeles Bureau:
(^m:^ Hollvuocxl Blvd.
CAMERA EYE
Annual Canadian Film Awards
Presented by the Prime Minister
♦ Tlie second annual Canadian
Fihn .\wards were presented April
19th in Ottawa by Canada's
Prime Minister. Louis St. Laurent,
to the year's outstanding pro-
ducers in that country. Highest
award was won by Paul L'An-
glais and Rene Germain of Que-
bec Productions, for "sustained
creative effort in establishing a
feature-length industry [in Can-
ada] against enormous odds."
Pierre Petel, National Film Board
of Canada, won an award for
the year's best theatrical short.
Mr. D. R. Micheiier is chairman
of the Awards' advisory board.
Awards for the best non-theat-
rical, sponsored, and non-theat-
rical, open, films went to Ronald
Dick and Morten Parker of NFB.
First prize in the amateur class
went to Claude Jutras, Montreal.
Special awards were presented to
Real Benoit and .Andre de Ton-
nancour, Montreal, and NFB's
Norman McLaren.
The Canadian Film .Awards
were established last year by the
Canadian Association for Adult
Education to recognize and stim-
ulate film production in Canada.
There were nearly twice as many
entries this year as last.
The judges were: Ray Lewis,
editor. Moving Picture Digest:
James Cowan, J. .Arthur Rank
organization: Herbert Whittaker,
critic of the Toronto Globe and
Mail: Bruce .Adams. Director of
the Toronto School Board Teach-
ing Aids Center: George Patter-
son, Toronto Film Council and
Film Society: fames McKay,
Graphics Associates, formerly a
film producer.
• » * *^
"Stop Fires — Save Jobs ' Made
Available for Industry Programs
•k During the first six weeks since
release of the picture. Stop Fires —
Save Jobs, print sales to industrial
concerns in this country ha\e al-
I 111 I'KIMI MlMSTER of
Ctinada. Ltiiiis S/. Lniuent
{.st'cotid frnm right in ttic
Iticturej is stiou-n u'itli re-
cent Canadian film award
winners at ceremonies Iield
in Ottawa on April 19th.
Paul I.'Anglais and Rene
Germain of Quebec Produc-
tions wan first iionors in
the theatrical field. Na-
tional Film Board pro-
ducers were cited in tlie
non-theatrical class.
ready exceeded .SOO copies accord-
ing to Frank K. Speidell, president
ot Audio Productions, Inc., of
New York.
This 19-minute film, available
in Kinnn at a price of $47.00
F.O.B., is devoted entirely to em-
ployee instruction to reduce the
number and cost of fires in indus-
try. It was reviewed in the last
issue of "Business Screen" as "a
picture certain to bring home to
each and every employee his or
her personal responsibility for fire
safety, implanting as well the
thought that each of us has his job
at stake when carelessness in the
])lant is allowed to go unheeded".
Pidilications in the fire preven-
tion and allied safety fields have
also reviewed the picture and
without exception recommend it
to safety engineers and personnel
directors who are responsible for
employee training and coopera-
tion as it concerns fire prevention.
Endorsed by both the National
Board of Fire Underwriters and
the Factory Insurance .Association,
numbers of similar organizations
and the fire departments of many
cities are giving strong support to
"Stop Fires — Save Jobs" with the
aim to' broaden its use and in-
crease its showings to cmplo\ns
in industries of all types ami kinds.
* * *
U. S. Television Sets Nearing
6,000,000 as Local Sales Soar
♦ Willi a record increase of over
a half million television sets in-
stalled during the month of
March, total U. S. television in-
stalled sets rose to 5,343,000 for
.April 1, 1950, according to Hugh
M. Beville, Jr., NBC director of
Plans and Research.
There are now 103 stations op-
erating in 60 markets. This leaves'!
only six stations and three new;
markets (Lansing, Kalamazoo,
and Nashville) with construction
permits outstanding. When these
three cities receive television serv-
ice there will be no new markets
luitil the FCC resumes assign-
ment of facilities.
16
lUSINESS SCREEN MAGAZINE
M
. . make sure your slide film
SOUNDS like a million!
Give it the benefit of RCA VICTOR engineering!
First-rate visual presentation must have the support of true-to-life
ear-appeal to do its job most effectively. That's why America's
major slide film producers rely on RCA Victor for a thoroughly
engineered record. RCA Victor's 50 years of experience and
advanced electronic techniques assure you unbeatable service in...
PROCESSING
PRESSING
Contact an RCA Victor Custom Record
Sales Studio, Dept. 5E:
NEW YORK: 120 Eas* 23rd Street
New York I 0, New York
Murray Hill 9-0500
CHICAGO: 445 North Lake Shore Drive
Chicago I I, Illinois
Whitehall 4-3215
HOLLYWOOD: I 0 I 6 North Sycamore Avenue
Hollywood 38, Colifornio
Hillside 5171
Write for our Custom Record Brochure today!
RECORDING
• The most modern sound-reproducing equipment and facilities . . . latest
developments in automatic frame-progression recording.
• Engineers who specialize in slide film recordings assure the best presentation
of your slide film story.
• Pure Vinylite plastic records — both standard and microgroove — packaged
in special slide film shipping cartons when desired.
• An extensive music library service.
• Careful handling and prompt delivery.
custom
A record
sales
Radio Corporation of America
RCA Victor Division
NUMBER 3 • VOLUME II • 1950
17
1
WHAT THIS PICTURE WILL DO FOR YOU
IF YOU ARE AN EMPLOYEE:
1 . Vividly impress upon your mind the Fire Hazards of dangerous
working conditions and careless habits.
2. Acquaint you with the facts about how fires start, what to do about
it, how to turn in an alarm and what extinguisher should be used
for each type of fire.
3. Remind you, so that you will never forget, YOU CAN BE
FIRED BY FIRE!
FACTS ABOUT
ENDORSED BY: National Board of Fire Underwriters and the Factory
Insurance Association.
PRODUCED BY: Audio Productions, Inc.
SUBJECT: Fire Prevention and the importance of Employee
Cooperation.
WHERE AND HOW TO OBTAIN
Write. Wire or Phone:
IF YOU ARE AN EMPLOYER:
1 . Make every member of your organization aware of his or her own
personal responsibility for Fire Safety. ;
2. Better your relations with your employees by showing that Man-
agement Cooperation is ready and willing to join with Employee
Cooperation in reducing Fire Hazards.
3. Bring home to everyone that fires may cause the LOSS OF JOBS.
STOP FIRES — SAVE JOBS"
SUITABLE FOR: Everyone in every company, from the President on
down. I
RUNNING TIME: 19 Minutes. *
COST: 16mm. prints can be secured at a price of $47.00 each, F.O.B,
New York.
AUDIO PRODUCTIONS
I N C
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE . FILM CENTER BUILDING • NEW YORK, N.Y.
18
BUSINESS SCREEN MAGAZINE
Day and night shifts at the Elei tio-Mntii'f Division of General Motors vieic films during liinih periods in this modern cafeteria setting.
Oil IN LaGRANGE. Illinois, where
tlK'\ make the big Diesels for Amer-
ica's railroads at the Electro-Motive
Di\ ision ot General Motors, some 5,000 and
more GM men and ^\omen are entertained
and informed bv regularly scheduled film
showings in the huge modern cafeteria where
a vast majority of them gather at the Umch
houi^. The show has been a continuous fea-
ture of Electro-Motive's employee relations
program ever since World War II ^vhen it first
pro\ed its manifold benefits.
\ou have to see this twice-daily exent to
catch the spirit of it. Hundreds of plant offi-
cials from outside the company as well as GM
execiuivcs from other di\ isions have made the
pilgrimage and a good many of them ha\e
enuilated the plan in their own companies.
Prompt .\rri\al.s and Rapt .Attention
Though many workers ha\e to walk consid-
erable vardage to get to the cafeteria, arrivals
are \ery prompt and by the time the lunch
period is a few minutes gone, the tables are
almost entirelv filled. There is little conver-
>ation and e\en then voices are low-pitched as
the first scenes of a sport short, an informative
sponsored film, a comedy or a tra\elogue light
up [lie screen. Rapt attention is the ride.
I'Insical arrangements for projection and
><>inid are of exceptional c|ualit\ biu there aie
tew special architectiual considerations. .An
irc model Kimm soiuid projector is siniph
Business Screen Special Report
|jlaccd in the broad center aisle with high-
fidelitv speakers carefullv located throughout
the room for clearlv intelligible sound dis-
tribution despite the unavoidable noises of
dishes, lunch papers, chairs and conversation.
Ecjuipment is capably operated by a regular
employee for a good, stead\ performance.
Procr.\ms Fe-\tlre \ARiEri' OF Subjects
What kind of films do these audiences pre-
fer? "\'ariety " is the best answer and that's
what R. .A. Mabee of the Emplovee Relations
staff uses as his guide in selecting and pre\ iew-
ing the free loan and rental subjects which are
scheduled for these programs weeks in ad-
vance. .A recent schedule included se\eial
sponsored travelogues, hunting and fishing
films, cartoons and comedies, as well as nu-
merous informative sponsored pictures, among
them Big Tim, Money at Work, Last Date, and
GM's fjwn safetv prize-winner Safe As You
Think.
.A critical test was recently made during the
showing of The Magic Key, a color film whicJi
depicts the development and importance of
advertising in our economic system. Workers
were asked to vohuiteer their opinions after
the showings and manx of them dropped bv
the Employee Relations offices to do just that.
1 heir comments would make the text for a
louple of speeches and shed new light on the
potent force ot this medium as well as on the
surprising high level of thinking by a good
many members of the audience.
FAVOR.ABLE Re.^CTIONS IN THE MaJORITT
"In my opinion, it shows the American way
of life which some "Commies' will not like,"
was one reaction.
"Advertising is an expression of the ideas
and standards in our present-day industrial
life, " was another's comment. .And someone
said, "we should have more of such attitudes
expressed; it will produce an era of good feel-
ing in this country. "
.A Few Had Other Notions Abolt fT
Not all the audience shared the favorable
majority opinion. In the good old-fashioned
American way. the comparativelv few dissen-
ters declared their independence:
"Enjoyed picture very much — but would
rather see a good 'Western' like Hopalong
Cassidy."
Or "movie was interesting: I believe in
shorter hours so that we can enjoy life."
And "the pitch is you yell for a nickel raise
and they call you a 'Commie' ".
A steady fare of straight factual films is
avoided in the interest of good balance but
when they are shown, such pictiues get nearlv
the same high rate of attention as good old
"Hopalong" it they're well-maue and of an
"interesting" character. There's a considerable
(CONTINIED ON THE FOELOVVINC PACE)
NUMBER 3 • VOLUME II
19
(continued from the preceding page)
■^how of pride among the ;iucliencc when ;i
laniiliai CM Diesel train Hashes into Mew
on a railroad traxelogne.
What do these jjiourams, intermixed with
employee orchestra and song perlormanccs,
mean in terms ol morale or prodnetion? Their
advantages would he difficult to measure in
terms of production tniits but are clearlv ap-
parent in terms of good feeling, improved
attitudes, an appreciated substitute for lunch
hour "liull sessions" and ordinary human gri|j-
ing. They don't cost a great deal; e\'en rentals
are fairly modest and operational costs are ex-
tremely low over a \ear's time. Plant folks
think that top-quality projection equipment
is an essential and point out that an initially
high in\estmem is amortized over the years
with little service expense.
Every effort is made to keep this as an em-
ployee show with fairly equal emphasis on
taleirt ])erlormances such as singers, featured
instrumentalists, and a plant orchestra.
Ihe Plant Screen's Not a Pulpit
Tliere's not the slightest evidence of any
abuse of this communications privilege in
terms of either company or union preacliment.
Sufficient unto themselves are the advantages
in spirit and interest which make a happier
and therefore a moie productive employee. If
any preaching was ever done, it was in the days
of Saipan, Okinawa or the Bufge when it was
deemed vital that the men and women of
Electro-Motive know what the battlefront was
facing. Army and Navy film reports brought
that story and their effect was electrifying in
terms of productivity on the hoirie front.
Safety films are the possible exception. Hut
the kind of preaching they do in terms of
hazards avoided and lives saved is something
the most cynical nonconformist would agree is
worth seeing and hearing. •
Good Rules for Plant Showings
•k Following is a list of ideal physical
arrangements for showing films to em-
ployees, as suggested from the experience
of Alexander I. Newman, vice-president
of the Precision Scientific Coinpany:
1. The room should be coinfortable and
well-ventilated.
2. The seating arrangement should be
such that every individual can see the
film without too much strain and chairs
should be comfortable.
,t. Provision should be made for darken
ing the portion of the room around the
screen so as to bring out sufficient in-
tensity for everyone to see the film clearlv.
4. Sound amplifiers and speakers should
be of the best quality so as to project
sounds and voices without distortion.
b. To insure greater attendance at movie
showing, the movie and the date ol
showing should be publicized as much
as possible, either through use of black-
boards, bulletin boards or bulletins
passed out the previous day.
A Yale ir Towne Mantiiacturiusi Co. (Philadelphin Div.) group tneius n sales promotional picliin
Syndicated Sales Films You Can Use
OVLK A Ilt'NDRED TITLES of Widely Useful
sales training motion pictures and
sound slidefilms. available from rental,
purchase and free loan sources were quickly
listed in an experimental checkup this month
by BusiNE.ss Screen researchers. With the basic
requirement of "general usefulness" as a crite-
rion, such pictures as Hoxu to Remember
Names and Faces, By Jtipiter, The Things
People Want, How to Make a Sales Presenta-
tion Stay Presented, and Telephone Courtesy
([uickly come to mind. .\11 these aie 16mm
sound motion pictuies.
Sound slidefilm programs of this type are
excellent material for either home office or
field organizations. The Aggressive Selling
Film Series and the Selling Agaitist Resislanie
series are primary materials in this field whidi
every sales manager ought to see. Either series
may be purchased outright. They fill a long-
felt need as a first step in visualizing the sales
training programs ol thousands of smaller
concerns.
A modest budget and at least f>ne 16mm
sound projector, a modern sound slidefilm pro-
jector, and a portable screen will provide any
sales department with a good start in this di-
rection. Oh yes, you'll want the new Sales
Training Film Guide now being prepared by
BU.SINESS Screen to include these and many
more titles now available. Watch for an-
nouncement in these pages next month!
PORTABLE SHADOW BOX SCREEN AIDS FILM PROJECTION AT NORBERG P
\
iHiii iiiiin II
H
iiiii liiiiii li
M
22222 ^ "° if Bi
i^^V
BBiHj 1
I
♦ Noon-hour employee movies are a
regular weekly feature at the Norberg
Manufacturing Company in Milwaukee
(Wis.) and the two scenes above show a
portable shadow-box screen arrangement
whith enabled this concern to meet day-
light conditions in the shops. Screen is
moved from room to room. [Photos by
Don Konny).
20
lUSINESS SCREEN MAGAZINE
A
Advertisings Own Story Told in'la^ic Key"
AUDIENCES OF RE 1 AILER.S, classroom
teachers, high school stiulenls, associa-
■ tion secretaries, sales aiici advertising
men. ami thousands of plant and office workers
who ha\e pievicwed this new color motion pic-
ture tiepictinsj; the profession of advertising "as
a vital force in the American wa\ of life" have
called T}ie Magic Key 'tinielv" and "funda
mental." Foiu' test areas were selected.
Since the premiere showings at the annual
gatherings of die Association of National .\cl-
vertisers and the .\inerican .Association of .\d-
vertising .\gencies, the new picture which was
produced bv the Raphael G. W'ollt Studios as
a contribution to belter understanding of ad-
vertising, has been tested before critical audi-
ences who were asked to give their candid
reactions on 'Business Screen preview forms.
The majoritv opinion was almost entireh
favorable. Workers at the Electro-Motive Divi-
sion of General Motors (see page 19) and at
Mars, Inc. (1,650 attendance) in the Chicago
area; retailers and college students attending
the annual convention of the Illinois Federa-
tion of Retail Associations in Peoria, Illinois;
and business and educational representatives
HISTORY AND FUNCTIONS OF ADV
DEALERS CAN BE SHOW.MEN
;it Business Education Day in LaGrange, Illi-
nois, on .\pril 21 were among the preview au-
diences which expressed their views.
The Magic Key tells the chronological story
of advertising since the early craftsmen of Eu-
rope employed crude signs to call attention to
their wares. Its "cavalcade" treatment de-
velops the historical theme to all modem
media, including newspapers, radio, maga-
zines, and television. Interwoven is the eco-
ncjmic storv of the hmnan contribution in the
exchange of goods and services b\ workers as
well as the ideologies of those who advocate
planned economies sans advertising. Script
was by Macdonald Macpherson; Ford Beebe
directed the picture; Hoyt Curtin was its mu-
sical director.
It was a task of considerable daring to at-
tempt this story but the intended audience has
found it both miderstandable and highlv in-
teresting. Whether advertising will also real-
ize its potential worth is hard to say at this
early date but individual sponsors are rising
at every showing. Prints are being made avail-
able at reasonable cost by the producer for this
further dissemination of an important message.
ERTISING ARE DEPICTED IN THE MOTION PICTURE "THE MAGIC KEY'
• This Oak Park. 111. C:htvi,.ki deal-
er was one of the many auto dealers
who recenth presented new technical
and infoiniative filins in showrooms
throughout the country. .\ Triangle
Continuous Projector (Chicago) was
used in this instance to screen the new
Power-Glide sound motion picture.
The Cavema.n prodiced "for use" and prog-
ress stood still as he fashioned his club when
the old one wore out . . . Mrs. Caveman is mak-
ing a loin clotli.
Men of .\nother .\ce wrote their names only Melhev.il .advertising through first crude signs
on tlie -wind . . . and their deeds — tike their over the shopkeeper's door . . . carried only as
cii'ilizations — lie buried beneath the sands of ,^y ^^ (/^g ^yg could see.
the deserts which cover their lands.
Advertising is the lens which focuses the
news of products and services for the manu-
facturer — through distributors and salesmen
— to the consumer who bu\s his wares.
Skillfil technicians in art. layout, graphic
arts, and media combine to bring advertising
to its present high dei'elopment as an integral
force in production and distribution.
.\ll media, including magazines, newspapers,
radio, billboards, television, and direct mail
are part of the media forces at the command of
the advertiser in presenting his product story.
NUMBER 3 • VOLUME II • 1950
21
Pasttix pli(>ti)gnij)liy iil A iidio Prodm tiuns
Visualizing a World Unseen
•k Slow motion pholosJtajjliy has Ions
been used for comic effects in nevvsrceis
and other motion pictmes, tlie film being
shot at fom-. five or six limes normal
speed so that when projected, the action
is slowed down to that extent.
In a new film on telephone relays, just
completed by Audio Productions. Inc..
for the American Telephone and Tele-
graph Company, slow motion photog-
raphy has been employed to .show rapid
action but (he action has been slowed
down 200 times. Sticli photography was
made possible by the Fastax camera
which can run film through the camera
at the rate of 5.000 frames a second. By
its use, for example, a spring that vibrates
so rapidly it appears to be perfectly
steady can be shown on ilie streeii to
appear as though it were slowly waving
in the wind. .Scientifically, this ultra-
high-speed photography makes it possible
to study the action of luechanical parts
which mo\c at such a high rate of S|)eed
that it has ne\er before been possible to
see exactly what is taking place.
As a homely illustration of how Fas-
tax photography looks, the film shows a
drop of milk tailing into a cup ol coffee.
The milk drop is seen to (loat gracefuUv
downward, strike the surface of the coffee
and dig a large crater, bury itself deejjly
in the liquid and presently reappear out
of the center of the crater, bounce high
in the air, and then float downward
again. This technique is used in the pic-
ture to study the action of the telephone
relay which makes and breaks contact in
the merest fraction of a second.
The picture, entitled Teleplione He-
lays — U and Y Type, is a four-reel sub-
ject that explains the design, the con-
struction, and the operation and mainte-
nance of this small device that is so es.sen-
lial to telephone service. The importance
of the telephone lelay can be appreciated
when it is known that every time you
make a telephone call, upwards of 1.000
relays go into action to complete the call.
The film is being used to introduce Plant
Department employees to some of the
secrets of the common little gadget with-
otit which telephone service as we know
u today would be impossible. •
Royal Films Help Improve Typing Skills
.S])onsor: R(j\,il Ixpewriter Compan\, Inc.
Title: Rn^hl . , . at the Start, about one hour
in length, black and white, produced by
Caravel Films, Inc.
tV Many teachers ol typing in schools and
business colleges have expressed dissatisfaction
with available films on elementary typewriter
technique. The usual run of typing films will
show a high speed demonstration by a key-
board wizard, stress specific operating tech-
niques with few background finidamentals. or
merely run over practice drills with nothing
else of \alue to the teacher. Also, most instruc-
tional typing films are 20-25 minutes long, and
lor beginning students, the attempt is made to
teach too much at one time.
Typing teachers, at the same time, have
regularly emphasized demonstration as the
best way to teach stith basic fundamentals as
the typewriter, itself, "home" keys and typing
by rhythm. The troidjle here has been that it
is difficult for all students to see what the
demonstrator is doing.
Carlfi'i, .Approach Madk to Problem
In attempting to provide a film which would
leally teach fiuidamental ivping and at the
same time overcome the weakness of many
ciurent typing films. Royal Typewriter Com-
pany, and its School Department Manager,
Stella Willens, were faced with several prob-
lems. To cover all the material necessary, the
film would ha\e to be long, and the rental lime
would be necessarily two or three weeks instead
o( two or three days. There are several basic
systems of typing instruction all covered in
different text books, and a decision had to be
made to use one meihod or a combination of
all.
In sohing these problems. Royal seems to
have provided a more than satisfactory answer
to the basic teaching film. Right... at the
Start, although a completely integrated unit,
is actually nineteen short films each dealing
with one step in typewriter operation rather
than one long film. It is either sold at print
cost for $99.68 or rented for a three week
I. null Ixjiino •■liiuhi . . . al the Start."
!
period al ,518.75. 15) tising the best portions o£
all the good teaching methods, the iilm is noti
obviated for use with any. If necessary, the
nineteen short films may be used in any
sequence desired to fit almost any teacher's'
system.
LrrTi.E Deviation From Main Purpose ,
To aid in reaching young people well conj
diiioned by "movies", a simple unobtrusive
story makes up a slight background of the film,
but ne\er dominates the main purpose of the
pit lure its instruction.
Right. . .at the Start is purely a basic film
for use during the first ten or fifteen sessions
of a course. It does not go into finger facility,,
accuracy, sustained speed or timed work, It
docs provide a demonstration typewriter in
full view of the classroom and full screen size,
and by placing the student in a darkened room
it will aid him to develop kinesthetic control
of the keyboard in common with experiencedJ
typists who customarily type "blind". ^
Production Notes and Comment
•k The nineteen short films making up Rii^ht
. . .at the Start are contained on six reels. The
teacher's guide, which accompanies each rental
or purchase recommends marking the begin-
ning and end of each setjuence with a small
piece of tissue inserted in the print to permit
sections to be easily hxaied for repeat screen-
ings.
One interesting production problem u in-
fronting Caravel's director Street C. C. Mt-
Kean and cameraman Harold Midler was lo
simulate the effect of the keyboard being t) ped
by an operator's fingers with the camera exactly
at the angle and distance as the operator's eyes
normally would be. This was successfully ac-
complished by careful photography and byA
placing the operator a bit lower and back andf
t)ping with arms more outstretched than nor-
mally.
Right. . .at the Start was written by Dorothy:
M. Guild with shooting script by J. E. Brooks
of Caravel. It is available for rental or pur^
chase from Royal's School Department at
Park .\\enue. New York. Caravel handles
physical distribution of the prints.
Beyond title credits and the fact that the,"
demonstration machine is a Royal, there is noj
ad\ertising of any type, and the sponsor'sJ' I .
name is ne\er mentioned.
22
Disston Dramatizes the Chain Saw
* .\ \ariali(m ol the old Rip \aii Winkle
legend with a modern twist is the theme of a
new 20-minute I'lmm color film just conqjleted
for Henry Disston S; Sons, Inc., of Philadelphia
bv the Princeton Film Center and titled The
IV node II iter's Dream.
Disston's widely-known chain s.iws are dem-
onstrated in the field against a humorous plot
background. First distribution is limited to
forest service orgairization ami intli\ idll.d^.
BUSINESS SCREEN MAGAZINE
k
Till
Radio Makes a Presentation
Sponsor: All-Radio I'nsciitatidn Coni-
niillic. Inc.
Title: Lii!,lil>ii>ii!, Tlnit Talhs, 11 iinii,
\&w. piodiKcd by International .\Io\ic
I'lodiKiTs Service
•k riiis is a picture which has received
some praise and se\eral danins in the past
lew Mionlhs. It was made, by the AU-
Ratlio Presentation Conniiittee, an asso-
ciation of networks, local stations, broad-
casting associations and station repre-
sentation companies, to tell radio's pitch
in terms ol its sales impact without "back-
stage " shots, scenes of stars in action, or
the usual hoop-la ol most radio presen-
lations.
Two more, sliorter versions are
planned: Lightning Tliut Sells, a harder-
hitting fdm for more direct sales use,
and Anii'rica's Greatest I'oice, for public
group and school showings. Modern
Talking Picture Ser\ ice. Inc., is handling
distribution.
COLOR CAN MAKE A ROOM
i'LSJiJi;!
-k 1.- "iiiii'if^'i <— >
',' iiriii'^'(<
1 llli.i;ii;i
^ ji jij'jjjiii " '
KiOViili I
I Vi,i;i;j?;i
>f iJOiJL?;i
i imwitA
'u^mAiii^
For Basic Color Instruction
Title: Color l-nits That Build Carpet
Sales, 30 niin., color sound slidefilm,
produced by Depicto Films, Inc.
Sponsor: Bigelow Sanford Carpet Com-
pany.
•k Recent surveys of prospective carpet
purchasers show that color is the major
consideration in most decisions to buy,
far outstripping in influence such other
factors as price, weave, size and pattern.
Armed with this information, Bigelow
Sanford has prepared booklets, charts, a
"color wheel" and other material to help
the retail salesman capitalize on the con-
sumer desire for helpful advice in choos-
ing appropriate carpets for every room.
Introducing the color emphasis cam-
paign, and serving as a basic instructional
medium for retail sales staffs is the new
slidefilm Color Facts ... It is being
shown by Bigelow field representatives
in as many locations as possible.
The film was recorded b\ the RCA
Custom Recoids Division with high fre-
quency activation for use with .Soinid-
view .Automatic machines. •
RELIGION TURNS TO THE SCREEN
Inspired Leadership
Presbyterian Film Meets a Problem
■k I'sers of films for training or indocli inalion
purposes might find some nuggets ol good
sense in ,i pioblem (onlronting the l'risli\
leiiaii Board ol C^hristian Education, whiili
recently s;:onsorcd a film called Into The <,ooil
Ground (produced by Pathescope).
-According to the Rev. Walter L. Jenkins,
General Manager of the Board's Publication
Division, Into The Good Ground was made
specifically to make people think and to slinui-
late discussion in study groups where propei Iv
pr.pared leaders coidd guide the thinking iiuo
significant channels.
"Unfortunately." Mr. Jenkins said, "we soon
iliscovercd that because the film is dramatic
in character and has certain inspirational and
ciuertaiinnent values, it was too often used
as straight program material rather than lor
the purposes for which it was intended."
This has sometimes been a serious problem
to training group leaders in industry. Many
tiaining films, without the right integration
into the problem at hand and without proper
leatlersliip of the irieeting. become no more
educational or inspirational for a lasting effect
than a Mickev Mouse short.
Here is what the Presbyterian Boaril did
to sohe tile problem: all prints of /;(/() The
Good Ground were recalled and a "built in"
discussion section was added. While this sec-
tion might not add to the dramatic or enter-
tainment value of the picture, it will go a long
\va\ in making the audience distinctiv aware
ol tlie film's purpose and focus attention on
significant points to be observed. The Board
now says that a proper atmosphere lor dis-
cussion has been established and the task ol
the leader is much easier.
Film Aid to World Action Funds
■k To raise liuids in .America for this effort,
Lutheran World .Action, an agency for six
Lutheran church bodies, is now distributing
the 62 minute dramatic film. The Two King-
doms. In that L.W.A. has raised over $25,-
000,000 in tlie past decade — very largely
through carefully conceived promotion in
which films take a leading part — it is prob-
able that this year's quota of §3,200,000 will
be easily achieved.
Beyond that, as Lutheran films are widely
used by all Protestant denominations, the
jnopaganda effect of this film is bound to be
substantial.
Caravel Films, Inc., which also produced
last year's Lutheran film. Ansioer For Anne,
winner of the Cleveland Film Festival prize,
has supplied a first rate draiuatic treatment
to the story. Pioduction features include ac-
tual scenes in Germany and outdoor and
indoor live sound sequences made at Caravel's
Hempstead studios, the Hempstead Town
Hall and the Eastern Military Academy at
Cold Spring Harlior.
This Is "Operation Fast Freight"
Spoii-sor: Norfolk & Western Railway,
Magazine & Advertising Department.
Title: Operation Fast Freight, 30 min.
color, produced by Wilhird Pirttnc-s,
Inc.
* Hard working Box Car No. 504.'jO
heads the cast of a new Norfolk &: West-
ern Railway picture. Operation Fast
Freight, which was released at a premiere
showing last nioiilh in Roanoke, Vir-
ginia.
No. 50450, part of N&W's main line
Time Freight No. 86 from Columbus to
Norfolk, forms the central figure of a fast
moving story of modern rgilroading as it
comes into contact with the hundreds of
trainmen, office workers, warehoirsemen,
inspectors, shopmen, signal maintainers,
agents, track gangs and others who make
the speeding freight possible.
Willaid camera and sound men rode
the N&W tails for over a year to produce
this elaborate color picture of railioad-
ing. Scenes from track level to mountain
top, from locomotive to caboose and at
day and night provide a spectacular film
that is now being offered on free loan
from N&W's Magazine it .Advertising De-
partment in Roanoke.
Norfolk & Western is also curreirtly
booking two older films, The Power Be-
hind The Nation and The Modern Coal-
Burning Steam Locomotive.
The title of the new film was selected
in an employees contest from over 1200
entries submitted. •
Picture Story of the Stratocruiser
Sponsor: Pan American VV'orld Airways.
Title: Double Deck Clipper, 25 min.,
color, produced by MPO Productions.
■k Boeing's double decked Stratocruiser,
the world's largest commercial airliner,
went into service last year for Pan Amer-
ican. This is the story of the background
of transoceanic air travel, the develop-
ment of the new plane and a pictorial
record of it in operation.
The new filiri will take its place iir Pan
American's library of travel and air prog-
less films offered to school and adult au-
diences all over the country.
UMBER 3 • VOLUI^E
23
Acetylene Association Sponsors
Basic Picture lor the Industry
Sponsor: Imeriiational Acetylene Asso-
ciation.
Title: The Oxy-Acetylene Flame— Mas-
ter of Metals, 20 min., color, produced
by Transfilni, Inc.
•k This has been designed as ihe basic
picture on oxy-acetylene welding and cut-
ting. It supplements current films now
available on the subject, or future films
which may be made on specific aspects of
the process, either by the association or
by its members.
Planning began about three years ago
when a committee was formed to inves-
tigate current films on oxy-acetylene and
competing processes. Last fall the project
was approved and some 19 producers
descended upon the executive committee
of the association. Transfilni was selected
to produce the film and finished it in
record time to meet a stringent deadline
— the I.A..\.'s meeting in .San Francisco
last month.
Tliree versions of the picture have
been prepared. One is for use directly
by the Association in loans to schools,
colleges, technical societies, etc. A sec-
ond has been appro\ed by thfe Bureau of
Mines, and lOt) prints will carry the Bu
reau's seal on the title and be stocked in
its nation-wide distribution system. A
third version will carry a credit line of
any I..\.A. member for use in its own
film program, or may carry a distributor's
credit line for use in local sales promo-
tion or educational work. •
Sun Oil Shows Service Stations
Product Story of New Gasoline
Sponsor: Sun Oil Company.
Title: Design for the '50'i, 20 min., color,
produced by Films For Industry.
•k This is the story of the new, higher
octane rating Sunoco gasoline. For years.
Sunoco has maintained a policy of sell-
ing a single grade of gasoline at the price
of other company's "regular". The old
Sunoco, though satisfactory in low com-
pression engines, lost sales to "premium"
gasoline for use in such high-compression
engines as Oldsmobile, Buick and Cadil-
lac.
The new Sunoco, also in one grade at
"regular" price, is offered as the equiv-
alent of any premium gas on the market.
The film shows tests, conducted prin-
cipally on the three top CM cars, for anti-
knock qualities, fast starting and mileage,
in all of which Sunoco was equal lo or
better than any gas tested.
This convincing film is intended as
basic information for service station own-
ers and operators. It is being widely
shown by Sun's salesmen at dealer meet-
ings across the country.
TIIE/OFFSCREEJV
cru:e
NOTES IN BRIEF ON NEW PICTURES
■k Thirtl in the NAM motion picture series
which began with The Price of Freedom and
Tlie (hiiirterback is Joe Turner, American, a
2,'j-minute sound film about the responsibility .
of citizens in making and shaping their gov-
ernment through active participation. Joe
Turner was produced by Apex Films.
Which reminds us that a DuPont feature of
some unusual import is due shortly from the
same studio . . . and that the Ford Motor Com-
pany is previewing its new color film titled
6.000 Partners, a 20ininute institutional film
which tells the family story of the 6,000 in-
dependent businesses, large and small, to
which are linked the productive resources of
Ford ... a good lesson in the basic economics
of free enterprise.
♦ Ihe chief magistrate of New York's City
Courts recently decreed that all juvenile traf-
fic offenders are to see the recent safety award-
winner Last Date as a graphic lesson in the
price of highway carelessness and its tragic con-
sequences.
♦ One of the most interesting stories of this
or any other decade is the Chrisio])her film
You Can Change tlie World. The Christophers'
purpose is to interest young people in the
\ ital fields that affect the lives of the majority
of mankind. Teaching, government, writing,
labor, social service, library work and the like
are tasks which Father James Keller, director
of the Christophers, believes "can change the
world " and which he and a nuiuber of Holly-
wood players espouse in this 16mm sound film
now being widely shown.
This 30-niinute picture features Bing Crosby,
Bob Hope, Jack Benny, Rochester. Irene
Dunne, Loretta Young, Paul Douglas, Bill
Holden, and Ann Blyihe. A print may be pur-
chased otitright for $30 or obtained on a serv-
ice fee basis of only $2. Contact the Chris-
tophers, Inc.. 18 East 48th Street, New York
17, for further information.
♦ There's a new series of six silent filmstrips
on Photographic Darliroom Procedures just an-
nounced by the Text-Film Department of the
McGraw-Hill Book Company, 330 West 42nd
Street, New York. Their cost is $4.50 each or
$24 for the entire series. • i
Kelvinator's Sales Education Director Reports
(C O N 1 I N U E D FROM PAGE t W E L V E)
ers Kelvinator appliances. Coincidentally with
classroom work. Get the Space, Get the Beauty.
Get tlie Buy. Get Kelvinator dramatizes
smoothly and with maximum impact the fea-
tures of the company's refrigerators, model by
model. Foundation for Confidence presents an
overall story of the company's name in the in-
dustry, its manufacturing methods and basic
product quality, and does just what its title
indicates — it serves as a basic foundation for
confidence in the product on the part of the
salesman when he begins his sales-story to the
customer.
These fdms liave met with universal ap-
proval in the field. Our instructois find them
eminently useful because of their constancy —
they present the message smoothly and profes-
sionally, cover all the points withoiu over-
sight, and maintain the same high level of in-
structional value from one clinic to the next.
PRODtiCT DESIGN DATES BACK in this Scene from
Leonard's "From the Best of tlie Old . . ."
The trainees find they make the entire sales
program more palatable, with their flavor of
entertainment sugar-coating the "message".
Those of us in management who direct the
program have no reservations about the utility
of motion pictiues as a teaching tool. We have
figures that show our salesmen are 33 per cent
more effective after training than they were
before.
We have 5.5 copies of each of our current
training movies, and they are all in use. In
the first three months of this year they were:
shown to 12,245 salesmen; and the audiencei
total should pass the 15,000 mark before thei
time comes to start re-shooting for next year,
This is an all-time mark not only for Kelvinaii
tor but, it is believed, for the majoi appliancet
industry.
If I may borrow tlie language of Hollywoodyi
I woidd say the "box office appeal" of th
motif)!! pictures has been "super-colossal".
Donald Woods appears in the Kelvinator filrri
"Your Way to Success in Selling".
24
USINESS SCREEN MASAZIN
The Index of Sponsored Films-II
This is Part Two of the annual rc\icw of case histories and other
deiailetl reports on sponsored fihn programs which have appeared
the past year. The next
in ilie pages ot HrsiNFss Scrffn
suininar\ will appear iti an earh
dmnig
fall issne.
Sl'ONSOR
Hamii ION \\ Mill to.
Harding Oh lege Series
Hawaiian Canneries Co.
Hawley-Lord Inc.
High Production Machine Co.
Household Finance CoRr.
Illimiis A&sn. for
Crippled Children
Illinois As>n. of Life
L'NDERWRITFJtS
Ilunois ni\. OF Reports
Imperial Chemical Indlstrif^ Ltd. Article
IMC ru RES
How a Watch Works
What Makti a Fine Watch
Fine?
Going Places
Why Play Leap Frog?
King Joe
Make Mtne Freedom
Fruit of Paradise
Our Changing World
Series
Machine Development in the
Set'i'p Box Indiislty
The Market Basket Series
Spending Your Food Dollars
Buying Processed Foods
Buying Dairy Products, Fats
6- Oib
Buying Meats, Fish, Poultry,
& Eggs
Buying Fruits & Vegetables
Magic Money
Insurance Education
State Fair
vol.. N.I.
.< ISSL E
Past
Nu.
Fell 50 XI
1-32
Feb 49 X
.Apr 49 X
1-36
11-22
May 49 X 111-27
Dec 48 IX VIII-10
Jul 49 X
Feb 49 X
I\-35
1-18
Apr 49 X
11-49
Institlte of Life Insirance
Instititf of \"lsi \l Irxininc
International Primini. Ink
Industrial En&ineerjn<. College
OF Chicago
Industrial Home for the Blind
Ironriie Ironer Co.
Jersey City, N.J.
Jewel Tea Co.
Johnson jL- Johnson
jov Mfg. Co.
KmSER-FraZFR. (FRIES)
Krafi Foods Co.
Lederlf Laboratohifs
Life Magazine
Link Belt Co.
Loggers Association of the
Pacific Northwest
Los Angeles Electric Power
Lutheran World Action
Malleable Iron Founders Society
Maremount Automotive
Products. Inc.
Mary Grey Hosiery Mills
Mass. Development and
Industrial Commission
Michigan Consolidated Gas. Co.
Miller Printing M\chinery Co.
.Nash Motdrs
NaT'L. .^SSOCIATION OF MfCRS.
Nat. AV Assn.
Nat'l. Biscuit Co.
National Confeciioners .Assn.
Natl Film Board of Canada
Nat'l Hospital for Speech
Disorders
National Safety Council
For Some Must Watch
For Us the Living
Rainbows To Order
Mighty Labors
Helping the Blind To Help
Themselves
Making a Xeie Day Out of
Tuesday
This Is Jersey City
Trading With A Friend
Sell As Customers Like It
Hard Rock Mechanized
Mining
Selling Is My Business
Prospecting for Sales
Presenting the Car
The Kaiser-Frazer Way
The Cheese Family Album
Subnet Sulfamethazine in the
Treatment of Livestock
Diseases
The Sew America
Handling Materials in the
Steel Industry
Heairy-Media Coal Cleaning
Process
Falling Timber
More Power To You
Answer for Anne
This Moving World
There's Money In Mufflers!
Story of a Stocking
Make It In Massachusetts
The Pipe of Plenty
Another Man's Business
Hunting in Alaska
The Price of Freedom
The Price of Freedom
The Quarterback
What Makes America Tick
The \ational Institute for
Audio-Visual Selling
The King Who Came to
Breakfast
Candy and Xutrition
The Sweetest Story
Be Gone. Dull Care
Welcome Xeighbor
Sep 49
X
VI-
-36
Dec 49
X VIII-
-40
Feb 49
X
I-
-26
Jul 49
X
IV-
-32
.Aug 49
X
V-
-30
Feb 49
X
I-
-22
Feb 49 X 1-39
Feb 49 X
1-30
Feb 49
X
1-22
Jul 49
X
IV- 1 8
Mav 49
X
111-42
July 49
X
IV-I8
Feb 30
XI
1-25
Dec 48
IX
VIlI-21
Feb 49
X
1-30
Feb 49
X
1-30
.Apr 49
X
n-41
Sep 49
X
\l-23
Feb 49
X
1-38
Feb 49
X
1-16
Nov. 49 X VU-28
Dec 49 X VlII-32
May
49
X
III-
-10
Feb 49
X
I-
-34
Apr
49
X
II-
-10
Nov
49
X
VU-
-29
Feb
49
X
I-
-30
.Aug
49
X
V-
-28
Apr 49 X 11-38
Dec 48 IX Ain-22
Dec 49 X \III-22
Dec 49 X \III-27
Mav 49 X III-33
July 39 X IV-21
Dec 49 X V1II-I7
Dec 48 IX VIII-I8
Nov 49 X VII-36
Dec 48 IX VIII-22
Sep 49 X VI-40
Sep 49 X
Mav 49 X
Vl-40
111-42
lie Speak Again Feb 50 XI 1-31
Human Factors in Safety Feb 49 X I— 10
Series: Secret of Supen<isiou: Teaching Safety on the Job; People Are All Alike;
Ei'eryhody's Different: Teamwork for Safet\: Safety Case Histories.
Easy on the F.yes Nov 4'l \ VlI-34
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VOL. No.
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Feb 49 X 1-35
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Sep 49 X Vl-31
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Sep 49
X
VI-31
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\
1-23
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X
IV-29
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X
VI-4I
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X
Vl-41
Dec 48
IX VlIl-34
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1-36
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IV-35
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111-28
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11-24
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VI-40
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111-10
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V-30
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VIl-32
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VII-52
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11-26
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IV-26
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VI-36
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IV-S4
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Dec 48 IX VIH-32
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Apr 49
X
11-40
Cuthbert's Last Stand
May 49
X
1 11-29
Broken Strings
Feb 49
X
1-30
A For Achievement
Jul 49
X
IV-28
The Inaugural Story
Mav 49
\
111-38
The Miracle in Paradise
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Feb 49
X
I-IO
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Dec 49
X Vni-33
How to Cook Turkey
Nov 49
X
\II-35
Triple Action and XRX-IIS
Jul 49
X
IX-26
Partners in Progress
Sep 49
.V
VI-44
Westward Flow
The Biggest Inch
Dec 48 IX VlII-34
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Apr 49
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Understanding a Jersey Annual
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11-38
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lV-36
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Jul 49
X IV-33
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(THESE listings ARI ( on<I UDFD
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Jul 49
X
IV-30
Wheel Sense
Feb 49
.V
1-20
Mav 49
X
III-IO
Partnership In Faith
Jul 49
X
lV-24
The Circulation in the
Fet
us
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Apr 49
X
11-25
Future Lnlimited
Jul 49
X
lV-37
Lorains in Industry
Sep 49
X
\T-40
Headlines
Aug 49
X
V-10
One-Man Gang
Apr 49
X
11-40
One Man Gang
Aug 49
.\
\'I-26
Flight Into Time
Dec 48 IX
VllI-32
Productivity: Key to Plenty
Apr 49
\
n-23
Born to Sell
Apr 49
X
11-25
Fire in Miniature
Dec 40
X
VIII-40
ED on VM.V FORIY
FK;
it of this
ISSUE)
NUMBER 3
VOLUME II • 1950
25
An Automotive Pioneer Provides
Its Field Sales Organization With
One of 1950's Most Comprehensive
Visualized Sales Training Programs
Willys-Overland Teams Up
for the Buyers' Market
BROAD TRAINING PROGRAM AIDS NATIONWIDE DEALER FAMILY
WILLYS OVERLAND MOTORS. Inc.,
ot Tok-do, Ohio, is one of ilie oldc-st
aiuomobile inanulaclurers in llie
business. In the early 1920's its production of
passenger cars was the second largest in the
industry, yet only last year did this company
embark on a sound, practical and well-planned
training program. It is actually unique in the
histor) of tlie company. Some phases of the
program, as they relate to the training of
\\'illys-0\erland dealers and to the Willys-
()\erland pioduci, are also uniipie in the train-
ing field.
Previous to the present training program.
\ery little had been done by the company in
the preparation ot their dealers and salesmen
for meeting the highly competitive automobile
market. Of course, there were spasmodic films
Ret.i\il Salespower: Willys-Overland dealers and distributors at the recent "Dealer Day".
Li .\r\.\ W. Sl.\c;k, xnie-piesident in
cliarge nf Willys-Onerland distribution.
and other sales training aids. No training
department, howe\er. was (oiilinuously in
operation.
Before World War II, Wilhs-Overland pas-
senger car production was compaiatixely low.
However, those pre-war Willys-Ovierland small
cars had an excellent four-cylinder engine.
Early in the war, the United States .'\rmy saw
the need for a small rugged mechanized velii-
cle ot narrow tread which in time became
known as the Jeep. The remarkable history of
iliis vehicle, during and since the war, need no
explanation. While one other automobile
manufacturer made a number of Jeeps at the
beginning ot the war, Wilhs-Overland became
the principal supplier and following the war,
the company was identified with the develop-
ment of the civilian inii\ersal 'Jeep'.
WiU\s-0\erlaiid's position at the end of the
war was unique among automobile manufac-
turers. They were essentially a small car
manufacturer previous to the war — should
they continue in this field, or should they en-
deavor to make use of the Jeep with which they
had become so closely identified? This was
a moot question that was debated by Willys-
Overland top management. After the war
drew to a close, it was decided to string along
with the Jeep for a while to see if it would have
])ractical civilian possibilities. Variations ot
I he Jeep's construction and appearance were
carried out in a new all-metal, tour-cylinder
station wagon, four-wheel-drive truck, a panel
delivery, and later a four-wheel-drive station
wagon and a sports phaeton, called the "Jeep-
ster". Also added to the line were iwo-whcel-
dri\ e half-ton trucks. Six-cylinder engines were
also a\ailable, first in a station sedan, and later
in the station wagon and Jeepster.
The unusual acceptance of the 'Jeep' after
BUSINESS SCREEN MAGAZINE
NiNtTV W'HOLtSAl.t Manacfrs lislcii III h)i I r,'rl\ ii.\ llirir (utnpuiiy'i
tlinroiighh-oiganized field tminliig piogiani is iiinrilcd.
Training the Field Trainers was the objective of the Mholemlc
Manager:,' School which inaugurated this major sales campaign.
iIr' \v:ii is iiuliiaU'd l)\ ihe fact that the com-
pany plaiiiRil piocliKtion of 12.000 cars in
194() and completed the vear by producing and
selling 72.000. This opened the eyes of Willys-
Overland management to the fact that they
had something new out of the war that was
going to ha\c a direct bearing on postwar
living.
.\ctuallv. thcv had a bear by the tail and did
not realize it at the time. .\s the war vears hail
Delmar G. Rous, first I'icc-president (seated)
in film sequence with Charles S. Dennison.
assistant general sales manager.
receded, the remarkable story of wliat the
public had done by adapting the Jeep to a
thousand and one practical uses is one of the
most unusual in industrial history.
An understanding of this background is nec-
essary in order to become familiar ^vitli the
problem which faced the Wilhs-Oxerland
Sales Department in preparing for the post-
war comi)etiti\e market. To begin with. the\
had a new product and were pioneering in its
usages. This product was not competitive with
other \ehicles in the automobile industry. It
was apparent that the \Villys-0\erland line
was not strictly a passenger car nor was it
stricth commercial. It was in between, taking
on both passenger car and utility characteris-
tics. .\nother large factor in the Jeep market
was its use in agriculture.
The W'illvsOverland distributor and dealci
organi/ation before the war was small and had
sold onh passenger cars. The great demand
lor vehicles following the war made a tremen-
dous increase in tlie number of distributors
and dealers. Also, because of peculiarities of
this passenger car-utility-farming type of line
the average \Villys-0\erland dealer had to be
\ery flexible in his sales outlook. He also had
to be callable of talking to farmers at oik
time, the welder or technician at another time.
I he light commercial car operator at still an-
iiihcr, as well as to the person looking for a
passenger vehicle.
Many of the new Willys-Overland dealers
and some of the distributors had very little
automobile experience. Others were stricth
p.issenger-car salesmen ivho had previously
shown little interest in selling a utility-type
vehicle. The sales training problem, therefore,
was one of designing a progr;tm that woidd
(over the wide range of sales experience and
background which a successful Willys-Over-
land salesiuan must have.
.\ further phase of the pjoblcm was to get
the Willvs-0\erland salesman to fully under-
stand and appreciate the many intrinsic sales
features and sales advantages which the Willys-
Overland line has. This fact was especially
true concerning the four-wheel-drive vehicles
which have advantages entirely their own and
which are completely free from competition.
(CONTINUED ON THE FOLLOWING PAGE)
TRAINING SCHOOL PROGRAM COVERS M.4RKET AM) SALES PROBLEMS
Training School F.aclltv in action: (top
left) Deiin .4. ]\'allers. sen'ice nianager:
ibelow left) Fred F. Baldwin, fleet and
iiiuipniinl manager sliows farm fads: (lop
right) i\'ill!am H. Smith, assistant manager
of car distribution: and ibelow right) Don
H. Smith, assistant sales promotion man-
ager, u.te visual charts effectively.
NUMBER 3
VOLUME
27
\'isi'Ai,izED Sf.lling introduces the basic sound
siidefilm "Joe Booth CjcIs a Break" . . .
Well-Illustrated Sales Manuals n re )fi/i>n)('rf
by members of the Wliolesale Managers' School.
Point by Point important elements of the
slidefUm are presented to II'-O distributors.
Marion Day, wholesale manager from Mis-
souri, (standing) reads aloud from the "Joe
Booth" matntal as fellow students follow its
key passages during the model training meet-
ing which instriicted thetn in methods to use
at then (ncii meetings.
Teamwork for Selling:
(CONTINUED I ROM rllE !■ R EC E I) 1 N (; I" A G E )
Hc)wc\ci, llic |Hil)lit was nol ai all l;miiliar
with the potciuial uses ol tlicso loiii-\vlncl-
diixc units.
It is evidcni. then-lore, ih.ii lioui liie lusi
(ousidciatioii ot sales training lor Willys-
Overhind the program must be both Ijroad in
iis training possibilities and also specific in the
final results which are to be obtained.
Wilding Picture Productions, Inc. were re-
quested early in 1949 by Willys-Overland to
conduct a nation-wide survey among its dis-
tributors and dealers to study the sales struc-
lure, attitudes and problems of the field or-
ganization. .^Iso, the Wilding personnel were
to conduct their own objective survey among
the tlistributors and dealers to see what was
good and what was bad about the line, factory
policies and methods of improving lactOry
relations with the field.
Wilding turned in a remarkably frank and
constructi\e report as a result
of their survey. This survey
was conducted under the di-
rection of Lang Thompson nl
the Wilding Contact Depart
ment Staff. As a result of Mr.
Thompson's survey, the Wil-
ding personnel presented
their recommendations for a
complete and comprehensive
program to top Willys-Over-
land management in 1949.
This program contemplated
the use of motion pictures,
sound slide films, (lip charts,
meeting guides, quizzes, sales-
men's manuals, and other ma-
terials which would be neces-
sary for a comprehensive
training job.
The workmanship passed through various
stages of consideration and discussion among
factory management and the distributors and
dealers. Finally with the approval of the
Board of Directors, the training program got
under way in the late summer of 1949. The
first two units of the program provided for
complete training needs. The first was to be a
motivation meeting intended to arouse inter-
est in and appreciation for the product. This
meeting was held in the field the first part ot
March, 1950, under the title "Opportunity Un-
limited." The principal unit for the meeting
was a 5.5-minute motion picture which actually
was made iqi of 3 films. One film, 28-minules
in length, titled The Workhorses of the Farm
was a broad study of the uses of the Willvs-
()\erland line on the farm as seen through ihe
eyes of the many successful Willys-Overland
farm users. The storv technique introduces
narrator John Harrington who, in conducting
a \ isual farm survey in various parts of the
United States, presents the many uses for the
universal 'Jeep' and other vehicles by certain
select owners. The actual owners, themsehes,
appear before the camera and tell their own
WiLLiA.vi S. Venn, general
sales manager. Willys-Over-
land Motor Cotnpany.
ffiiiiRrpinin pisiicTiiit, mc
Kt till lumiii iiTiiii iiioM ,._imttiii
(■*) inmnmminmm iiieo«»i»ii
. part one of the motion picture progrut^
story during which the audience sees them
operating their vehicles on their own farms.
The second of these films was part ot the
motivation of the meeting and was titled The
Workhorses of Industry. This 18-minute film
lollowed the same technique used in the farm
film, showing the many industrial uses of the
Willys-Overland line — from
the Jeep pulling a DC-4 air-
plane at an airport to trench
tliggcrs, commercial cars and
similar and many other uses.
These two films were tied to-
gether in the beginning by a
tour-minute management se-
(|uence in which D. G. Roos,
first vice-president, and Charles
S. Dennison, assistant general
sales manager, presented their
answer to the dealers problem
in selling the line. The mo-
tion picture sequence opened
with a scene in Mr. Roos' of-
fice which leads into The
Workhorses of the Farm; it
then returns to Mr. Roos'
office after that picture. Following a brief
break for recess, the film returns to Mr. Roos'
office where the question of what the factory
is going to do for urban dealers is brought up
and The Workhorses of Industry film is shown.
At the close of this film, the sequence returns
lo Mr. Roos' office where he ])oints out some
CoMi'LETE Literature Package of photoquiz-
zes, meeting guide, and inte<'rated manuals.
28
BUSINESS SCREEN MAGAZINE
riMiiit k^
IIIIIRI PICTIIE PIIIICTIIIVIK
(iitiiMi luuK "tmiii ininiti
i= — tmnm «n
. . is followed by this ioioid motion Ijictiire.
of the Picluri- uhirh pioN ides basic principles
nil selling the larni market. This slidefiliii has
been completed.
Other programs in the sound slidefilm series
uliich will lollow on succeeding months are:
The W'lUys-Overlaud Line, Engines and
Chassis. Piosjiecting the Product, How to
PUni and Stage Demonstrations. Handling the
Trade-In, Closing the Sale, antl Delix'ering the
Prodnct and Polloiving Through After the Sale.
The present series ol films is designed to
continue through \9'M. Thev will be followed
b\ additional subjects in 1951 until all subjects
ol tiaining the salesman, as well as subjects on
dealer management and operation are covered.
One of the most unicjue phases ot the Willys-
Overland program, probabh unicjue in the
entire industry, is the fact that the company
SlMM.\RIZI.\G THE Tr.\im.\g Pkuora.m jor the
u'holesale managers is Willys' sales executive
Dennison Ion platform) at recent meeting
where they received model training.
of the plans that will be aiuiouncetl in the
future.
1 his entile motion picture was designed to
be used for sales training purposes in the held.
.■\fter the salesmen have been trained, the farm
and industry films are separated to be used
b\ the dealer for product sales purposes. It
was intended to give him an added sales tool
[or prospects and for any showing he might
make to the local grange groups and other or-
ganizations.
Designed to be used with this program was
a series of "Opportunity Unlimited" flip charts
prepared for the sales training directors. .Also
an "Opportiniit\ Unlimited" meeting guide
and "How to Hold a Meeting" guide were pro-
vided bv the sales training directors for this
meeting.
.A series of sales training sound slidefilms
was designed to be used in the held following
the motivation meeting. The first of these
slidefilm meetings was conducted in .April.
This film and the accompanying training ma-
terials were titled Joe Booth Gets a Break.
Sutjject for this film was sales fundamentals.
The Joe Booth meeting also included a
salesman's manual, a sales trainer's meeting
guide, quiz and answer sheets, and three-ring
binders which each salesman can use to buikl
his own sales training file. These materials
were prepared b\ Wilding Picture Productions.
as part of the training "package ".
The training program continued in Ma\
with a sound slidefilm, titled The Other Side
1
V'isiAl_izti) Cii.vRi introduces tlie "Opportu-
nity Unlimited" program as Lang Thompson,
Wilding executii'e, makes presentation.
has approximately 90 sales training directors
in the field. Ihis number is expected to be
augmented by another 10 to 20 within the
next few months. Eventually Willvs-Overland
expects to have 100 "training directors " in the
field. These men are the wholesale managers
of the ^Villys-Overland distributors: the men
who are in continuous contact with the dealers
under each distributor. These men have other
duties to perfonii in their contact with the
dealeis; but their importance in carrying out
factor\ training and policies has been greatly
enhanced b\ the setting up ol the present
program.
In the past, the distributors' wholesale man-
agers had \er\ little contact with the factory.
Under the present plan, it becomes more ap-
parent that the dealer is the most important
contact with the public, both as far as the dis-
tributor and the factory are concerned. The
wholesale manager has grown in stature.
-Making him a sales training director in his
sales area is a big undertaking: sometimes an
area covers from two hundred to fi\e hundred
miles and includes as many as sixty to eighty
dealers.
In order to get him started out properly, all
wholesale managers were invited into the fac-
tory for a week's schooling during the first two
weeks of February. Willys-Overland's depart-
ment heads presetted policies and objectives
of their department functions to the whole-
sale managers as one phase of the training. On
the last day and half of the school, two assist-
ing executives of Wilding Picture Pioductions,
Inc.. presented the model training meetings
to give the wholesale managers' advice in the
conducting of their own meetings.
Upon their leturn home, they were kept in
contact with the factory sales training director
bv means of special letters and communication.
It is intended that these ninety to a hundred
sales training directors will operate in each
distributor territory in collaboration with the
(CONTINtED O.N P.^CE FORTY -FIVE)
Wit Lvs Training Program i.n the Field us the first sessions got under-
way recently at this Wichita, Kansas dealer gathering.
Midwestern W-O Retail Dealers share facts and figures about their
1950 sales opportunities u'ith Biisinas Manaiement head. .Mark Hoicard.
NUMBER FOUR OF A CONTINUING BUSINESS SCREEN SERIES ON "MEET THE 1'RODUCERS"
They Call Him a "Producer's Producer"
E\ERV()NE HAS HEARD of a doctois
doctor or an author's author.
Byron is a producer's producer. This
shining example of mid-century technical pro-
ficiency is housed at 1226 Wisconsin Avenue,
N.VV., in almost anachronistic contrast to the
18lh-(cntiu\ lionies ol \Vashin,s>ton's great and
One of five printing setups which enables
Byrun to give 72-hour sendee (and often faster)
with "color-correct" prints. ^Vartime innova-
tions have been improved as in Byron's "color
optics" whicli provides fades and dissohn's in
the prititing process.
near-great a stone's throw away in the heart ol
Georgetown.
Here another producer may come for any
phase or at any stage of IGiiim production . . .
sound recording (Byron is enthusiastic aboui
the Reevesound Magicorder) , cutting, editing,
matching, optical effects, titling. Complete pro-
duction facilities for 16mni, including anima-
tion stand (built inByron'sownmachine shop)
and large sound stage, occupy the entire sec-
ond floor. For one well-known client, Byron
has just completed the last of a total of 16")
films. In this case, rough footage was turned
into finished films complete with narration.
Seldom has any phase of motion pictures
been approached with the businesslike meth-
ods applied to this exclusively 16mm and un-
deniably successful organization. Founded in
1938 with two employees, Byron's now has a
permanent staff of 25, augmented as needs
Mixing room scene (below) shows one of llir
available sound recording studios through tlie
irlass nbsen'Ution windme.
ie(|Liire. It is one of few companies ol any kind
with its own aero])lane and licensed pilot.
.Surromided by ijuaint. gabled reminders ol
a spacious and gracious age, Byron has occu-
pied the building at 1226 Wisconsin Avenue
since January, 1947. Containing over 50 rooms,
the interior layout was planned "down to the
last nail" by Byron and associates so that work
would flow logically with a minimum of lost
lime and motion, therefore efficiently and eco-
nomically.
The first floor is given over entirely to the
laboratory, and as one client puts it, "Byron
has the last word in laboratory equipment."
From the large assembly and shipping room
hundreds of "color correct" and black-and-
white prints are shipped daily and hourly, not
I HIS I'KliIsI \\I) VlksAHII 'niini>n!n!i \hilid
ivas constructed by Byron to meet his quality
standards and special production demands.
(Client's screening room is small and iiiliiiiate,
seats apfnoximately nine persons, but addi-
tional chairs ran be placed when needed.
^HPniii
■
1
-~~4.^^H
^^^^rtK^wP^
^^r^
tS^J^^BV^^ ,^^^^^^1-
^
tii.:. ^.. '-i^^B'
^-
\..i^^^mm
Tuis DEVEi-OFiNG MACHINE liinis II hiiiidri'd feet
a minute — negative or positive — in the proc-
essing of black and white film. The precise
and. efficient Fonda equipment cost ^2'>,000 —
iiiiording to studio notes.
only to customers along the Eastern seaboard,
but in the midwest, Texas, California, Canada,
and South Africa as well, such is the Byron
icpuiation for speed, quality, and precision.
First to offer fades and dissolves in the
printer during release printing — a wartime
development — Byron's normal service on "col-
or correct" prints is 72 hours, another first. It
is by no means unusual, however, to process
and deliver them the same day the original
slock is received. All prints are protected with
a Peerless vapor treatment without charge to
the cusiomer.
During the Senate debate on the North At-
lantic Pact, Senator Tom Connally began to
speak one evening on the floor of the Senate
at twenty minutes to seven. As he began to
talk, the National Broadcasting Company
Kimm sound camera was focused on him.
Completing his remarks. Senator Connally
returned to his office, signed two or three let-
ters, and went home. As he walked in the
(CONTINUEU ON PAGE FORTY -FOUR)
From nils ASSEMBLY room and shij/ping cen-
ler, Byron ships hourly to all parts of the conn-
Iry where film clients are served.
30
lUSINESS SCREEN MAGAZINE
Roy Larson Featured Speaker
at National Audio-Visual Show
ir R<n K. 1,\ks(>\. |)r(>i(liiu
ol I iiiK'. liK., and (hainnaii
ol the NalloiKil Cili/cns Coiu-
iiiission lor the Public Schools,
will be ihe featured speaker
at the joint session of the Na-
tional Au(lio-\'isual Conven-
tion on Monday niorninu.
[ul\ ;<l at the Sherman Hotel
in Chicajjo. This session will
be a joint meeting of all four
ornani/ations [jartiiipaiinu in
the loinention.
Mr. Larson's ])iominent
role in Time publications is
ecpialled b\ his active partici-
pation in educational affairs.
He was an {)\erseer at Har-
vard Uni\ersit\ from 1940-
HI4li and continues lo serve.
Rill E. I.\KMJN
Revised "Magazine Magic" Is
Released Via Modern Exchanges
♦ .\ conipleteh revised ver-
sion of Magazine Magic, the
full-color film story of The
Curtis Publishing Company,
has been released throughout
the United States to local
distribution centers in twen-
ty-six cities.
During the twenty-seven
minutes running time, the
film pictures, from woodlands
to newsstands, the steps in-
volved in pioducing everv
twenty-four lioins more than
one million copies of the La-
dies' Home Journal. Holi-
day. Jack and )ill, Countrv
Gentleman, and The Satur-
day Evening Post.
The film was produced b\
Paid R. 1 homa and nanated
by Bill Slater. Since 1947 it
has been shown more than
20,000 times to a total of
over 3.000.000 people in
schools, colleges, men's and
women's clubs and industrial
groups. It is distributed free
of charge b\ Modern Talk-
ing Picture Service, Inc.
Puttinq the fie9t on
DooThERM Sales
with AMPRO SOUND
PROJECTORS
20 LBS. OF SALES DYNAMITE
A Truly Lightweight Sound Projector
LIFT-UP WEIGHT . , . .
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29 lbs.
Alert Duo-Therm Organization Uses
A Corps of Ampro ^'Stylists" for
Dealer and Salesman Training
The makers of the famous Duo-Therm home heaters, water
heaters and floor furnaces have long recognized the need for
audio-visual aids in their sales training ond service program.
Buiit-in quality, special features, exclusive advantages need the
combination of sight, sound and motion to be grasped quickly
and completely. Recently they purchased a bakers' dozen of
Ampro "Stylist" 16mm. sound projectors and put them to work
at once— dramatizing the most effective Duo-Therm soles points
to salesmen and dealers — teaching service men how to do a
more efficient service job. At this time they are well pleased
with the results of their stepped-up audio-visual program— and
with the performonce of their corps of Ampro projectors.
I
This new unit opens a new era for
16mm. sound Blms for business use.
Ideal for selling, demonsiraimg, per-
sonnel training, public relations and
scores of other modem business tasks.
It offers outstanding tone qualit>\ bril-
liant projection, simplified threading . . ,
plus rugged, precisioo-qualitj' perform-
ance year after year. Mail coupoa today
for full derails and specifications on
the new "Stylist."
Other Leading Companies Are Making
Ampro Projectors Pay Big Dividends
Industrial leaders in increasing numbers are realizing the tremen-
dously effective impact of I6mm. sound motion pictures. The
superb "professional quality" pictures and sound reproductioo,
the extra measure of film protection and serviceabilit\- ... all these
things ha\e made Ampro America's preferred 1 6mm. industrial
sound projector.
.o.^-s5:sr- i
Send for This Booklet . . •
"A POWERFUL AID TO INDUSTRY"
It shows how I6mm. sound films can be used to
help solve your problems. It's free . . . mail coupon
for your copy.
AMPRO CORPORATION BS 550
2835 N. Wesrern Ave., Chicago IS. III.
Please send me full details, specifications ond price
on the Ampfo "Stylist I6mm. Sound Projector, olso
free booklet, "A Powerful Aid to Industry."
•T.»^*'31l'o.f: I
WRITE FOR COMPLETE FREE LIST OF LOW C;OS I FILM GLIDE LIBRARY EDITIONS
• Many useful reference publications are available
lo BisiNESs Screen readers in our growing Film
Guide Library which includes Safety, Sports. Health
& Welfare, Sound Slidefilm Guides, Projectionist's
Handbooks, etc. Write today for complete free list,
c o L50 E. Superior Street. Chicago U. Illinois.
NUMBER 3 • VOLUME II • 1950
31
In the
mam
•k Sponsor A<:ii\'ir\ cDiuiiua-s al
a lively rate during these sprinj^
months. Notable among the new
films is the DuPont paint color
film re\ie\ved below and numer-
ous sales promotion subjects.
Subject: Functional Use of Color
in Business and Industrial
Buildings
Title: The Case for Color
Sponsor: DuPont Finishes Divi-
sion
♦ Physical and psychological ef-
fects of color are related in this
new film describing the Du Pont
Clompanv's painting plan.
The Case for Color applies color
conditioning to schools, restau-
rants and business offices. Some
of the results cited from poor color
combinations are eyestrain, loss of
appetite and tantrum scenes in the
office.
This film is Du Font's second
entry on the subject of color con
ditioning. The first one dealt
primarily with the application to
industrial plants.
Filmed in color, The Case for
Color is a 16mm sound film with
a 25-minute playing time. Free
loati from the DuPont de Ne-
mours Co. Finishes Division.
Wesfinghouse Sponsors Laundering
Picture Featuring Vera Vague
♦ A new motion picture on VV'est-
inghoiise laundry equipment,
which features Vera Vague and
Sterling Holloway, will soon be
available through the company's
appliance dealers for showings
to consumer groups.
Called Vera Vague Has Her
Way, the comedy concerns the
antics of Holloway as a lazy,
sleepy-eyed salesman who is per-
suaded by Vera Vague to try to
do her laundry when her wash-
ing equipment stops working.
Produced b\- Roland Reed Pro-
ductions of Hollywood, the pic-
ture was filmed in the Hal Roach
Studios. Hollywood script writers,
including Miss Vague's own gag
men, wrote the continuitv.
Fred Rockett Connpleting Two Sales
Training Films for Richfield Oil
♦ Fredkrick. K. Rockett Co.,
Hollywood, has two sales training
pictures in production for the
Richfield Oil Corporation. Plans
are being made for an institution-
al film for the same company.
Also on the Rockett schedule
are several TV shorts for "Filter
Queen" — the bagless vacuum
cleaner and air conditioner.
NEWS AND COMMENT
U.S. Gypsum's Top-Quality Short
♦ Sponsors of The Seirel of the
Masters, new commercial film pro-
duced bv Mercury Internation.'^l
Pictures, Inc.. say their film "ri-
vals Hollywood's finest creations
in spectacular scenes, sheer beauty
and interest."
Parts of this United States Gyp-
sum production were filmed in
Italy as well as in Hollywood.
The title. The Secret of the
Masters, refers to a priceless paint-
ing secret used by painters of
antiquity. Gradually, the story
builds up to the iriodern day dis-
covery of the "secret" in interior
decorating methods.
Although originally produced
lor Gypsimi's Texolite paint deal-
ABOUT BUSINESS FILMS
ers, Warner Brothers' theaters
have decided to screen it as a short-
subject feature.
One interesting secpience in the
film shows the "Creation of
Adam" painted by Michelangelo
in the Sistine Chapel of the Vati-
can. Forbidden to use flood lamps
in the Chapel, |)hotographer Al-
berto Baldecci perched himself on
the ledge of a choir loft and ex-
posed at the speed of 8 frames per
second until he had covered the
nnnal!
National Safety Council Announces
Eye Safety Film in Two Versions
♦ A new salet\ training film
which should convince the most
skeptical workman that it's smart
to wear safety glasses has just been
PATHESCOPE PRODUCTIONS
S«0 fIFTH AVENUE, NEW YORK 19. N. Y.
PIA2A 7-5J00
A|!0\k: a \ttiu jHjiit i.S. i.\jj.\uiii Ithii
•'The Secret of tlie Masters" produced by
Mercury International Pictures.
announced by the National Safety
Council.
Titled Easy on the Eyes, the film
opens on an emotional appeal for
workers to realize what their eyes
mean to them, then shows how
easily eyesight may be lost and
that such loss is personal. The film
shows what glasses are best for
specific jobs, presents case histories
of injured workers and the dra-
matic testimony of blind persons.
Three rules set the theme of the
film— wear the right safety glasses,
make sure they fit, and keep them
clean.
Easy on the Eyes is available
from the National Safety Council
in the usual 35miTi sound slide-
film, but it also is offered in a new
form for 16nim sound-motion pro-
jectors. The new technique, which
combines motion pictures, still ,
photographs and unusual optical
effects, makes possible a film which
approaches the motion picture in
effectiveness at about one-third the
cost.
Prices for outright purchase,
pre\ iew or rental may be obtained
on request to the National Safety
Council, 20 North VVacker Drive,
Chicago, 111.
Avco Manufacturing Corp. Features
American Farm Youth In 4-H Film
♦ l)raniati/ing the life of Ameri-
can farm youth, ■/-// Headlines, a
new color motion picture, has re-
cently been produced by the New
Idea division of .Avco Manufac-
turing Corp., Coldwater, Ohio. It
portrays .-Vmerican farm life at its
best in a way which will make city
dwellers, as well as farm people,
realize the importance of national
farm youth activities.
The film, which was made for
New Idea by the Venard Organi-
zation, Peoria, 111., specialists in
farm motion pictures, had its-
world premier in Chicago when it
was shown as a highlight of the
.\nnual National l-H Club Con-
gress. It is now being shown
throughout the United States.
32
BUSINESS SCREEN MAGAZINE
Bureau of Mines Reports Increased Film Audiences
at More Showings of 85 Sponsored Subjects Offered
♦ t'.iluc Miicm.il inolion pic tuns
of tlie Bureau of Mines, cover-
ing more than 85 subjects spon-
sored bv the mineral and allied
industries, were \ie\vcd bv more
persons and were exliil)ited on
more occasions during 1919 than
in any pre\ ious calendar year,
Bureau Director James Boyd has
reported to Secretary of the In
tcrior Oscar L. C^hapman.
.\t!enc1ancc reports to the Bu-
reau disclosed that 12,082,114 per-
sons witnessed Bureau films at
169,412 showings last year. Dur-
ing the vear, attendance increased
32.7 percent and the number of
exhibitions gained 2fi percent
over the pre\ious year.
Commercial film distributors,
meanwhile, were furnishing ad-
vance reports to sponsors on
montlily bookings of nearly 50.000
audiences representing two or
more showings apiece in niany in-
stances.
In addition to "live" showings
of the films before educational
groups, schools, colleges, church-
es, ci\ic groups, military person-
nel, training classes, and other or-
ganizations, television audiences
were shown an increasing num-
ber of Bureau pictures last year.
Dr. Bo\d revealed. \x. these "tele-
\ised" showings, chaiuieled bv
individual telex ision networks or
exhibited by independent sta-
tions, audiences were estimated at
more than 1 1 million persons,
a substantial increase over 1948.
.\side from the recognized serv-
ice to the mineral and associated
industries. Bureau of Mines mo-
tion pictures are unique in that
private industry pavs the entire
cost of production, including pho-
tography, developing and print-
ing, and other items of expense,
.mil [>Mi\i(k-s siilhtient (opiis lor
general ciriidation. Bureau hlms
coulain no advertising, brand
names, trade marks, or other ma-
terial that might be interpreted
as advertising. The sponsoring
firm's name appears onlv at the
beginning and at the end of the
film as an acknowledgement.
Five new sound films— four of
them in color— and a revision of
an earlier film were added last
\ear to the Bineau's film library,
which now contains more than
l.'^.OOO reels and is considered
the largest of its kind in the
world. New films completed were
Xevadn and Its Xalural Resour-
ces, Wyoming and Its Xatural
Resources. Tinplate. and The
Story nj Liihricating Oil. all in
color, and Man-Made Canyon. A
revised version of The Power
]]'ithin also was added.
Tinplate was produced by the
-\tlas Film Corporation as were
Texas and Its Xatural Resources,
Oklahoma and Its Xatural Re-
sources, and Ohio and Its Mineral
Resources, .\tlas also produced
five other films in the current Bu-
reau of Mines library, including
titles on Sulphur, Copper, Petro-
leum, Steel and Oil.
With the completion of Xei'a-
da and Wyoming, the Bureau
now has seven films depicting
the natural and mineral resources
of an entire state and all of
these pictures are in popular de-
mand, not only in the individ-
ual states described, but else-
where throughout the country.
In 1949, these seven "state" films
were \ iewed by more than 2,422,-
000 persons or about one-fifth
of the total attendance. They
were shown 31,092 times, acconnt-
(CONTINUED ON THE NEXT PAGE)
FILM SPONSORS
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to the most convenient of our licensees. Write for "Where They Are."
TCRUSS
^ TERLESS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 1 9,. N. Y.
PROCESSING PLANTS IN NEW YORK ANO HOLLYWOOD u
SLASH
riLM PRODUCTION COSTS
with the Fairchild PIC-SYNC* Tape Recorder
♦Pic-Sync means "in sync" wifh picture
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Each time you retake a sound track, film pro-
duction costs go up. The waste of film stock
and the time delay for processing increase
operating costs immeasurably. You eliminate
these extra costs with the Fairchild PIC-
SYNC Tape Recorder. Play back the sound
at once . . . check it . . . erase the track . . .
retake the sound before the talent, the set and
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^
Now Use Va Tape For All Original Sound Tracks
Fairchild's development of the PIC-SYNC feature makes possible
the use of '/^ " tape. Sprocket driven magnetic tape is costly.
• 1/4" tape costs 80% less than 16
mm magnetic tape.
• 1^" tape requires 50% less stor-
age space.
• 1/4" tape is easier to handle.
• '^" tape assures more intimate
contact with the heads.
• '/) " tape has more uniform coat-
ing— less amplitude flutter.
• 1/4" tape eliminates roughness of
tone caused by sprocket drive.
Bulletin fully describes
the new PIC-SYNC Tape
Recorder. Send for your
copy today.
TELEVISION
SAFETY SOUND TRACK
RECORDING
CBS-TV saves $24.00
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EQUIPMENT CORPORATION
1 S4TH ST. AND 7TH AVE.
WHITESTONE, L. 1
., N. Y.
THIS ISSUE OF BUSINE.SS .SCREEN WILL BE RE.\D
\',\ .MOST LE.\DI\G SPONSORS OF BUSINESS FILMS
NUMBER 3 • VOLUME 11
1950
33
MlMLiLMinesL
(CONTINUED FROM PRECEDING PAGE)
ill!; for about 2n percent of tlic
toi.il "Ijoiikiiigs."
Am.as "Arizona" A Leader
Arizona mid lis Naliiwl He-
sources, one of this scries in lir-
ciilalion for only about two years
and also proiluiecl bv Atlas, was
the most ]X)puIar of all Bureau
films last year, being exhibited to
557,750 persons on 7,101 occa-
sions. This film established a
new all-time record for the num-
ber of showings of a liurcau film
in any calendar year and also
set a new high annual attend-
ance record for any single filiu.
Other films in the state series
include Texas and Its Natural
Resources, California and Its Nat-
ural Resources. Oklahoma and
Its Natural Resources, and Ohio
and Its Mineral Resources.
Continued popularity was re-
ported in the Bureau's films show-
ing nuning techniques, purifica-
tion and fabrication of metals,
lubrication and gasoline, internal
combustion engines, the storage
battery, and many other films
showing the operation of the min-
eral and allied industries. .Among
other leading films last year were
Sulphur. Drama of .Steel. Evolu-
tion of the Oil Industry. Help
Wanted, Petroleum and Its Uses.
First Steps in First Aid, Story of
Copjicr. Magnesium-Metal From
the Sea, Tin From Bolivia, Story
of the Storage Battery, and This
Is .ihiminum.
* * «
Basic Principles of Business Theme
Of General Motors 70-Minute Film
♦ To project basic principles of
business and the American way of
life is the purpose of the General
Motors' public relations film, Be-
tween the Lines. Starring Holly-
wood player Jeffrey Lynn as a
newspaper editor, the 70-minute
feature production will be avail-
able for distribution after June 1.
* * *
Transfilm Produces Economics Series
♦ A scries of ten training films to
be used in conjunction with the
book "Economics and Introduc-
tory Analysis," by Paul A. .Samuel-
son of Massachusetts Institute of
Technology, Cambridge, has just
been completed by Transfilm.
Inc., New York, for the Text Film
Division of the McGravv Hill Book
Co.
Tlie films, which can be used
independently of the textbook,
and which will be used in industry
training courses as well as in the
classroom, were pre\iewed recent-
ly at a conference of the .American
Kconomics .V,ssociation. More than
000 of ihc Association's members
attended the preview at New
\ ork's Hotel Conmiodore.
# « *
Community-WicJe Film DIs+rlbufion
Program Success at Chagrin Falls
♦ An cA.impIe ()l c()nmiuuil\-wide
interest in Kimm films and ol
conuminitywidc co-operation to
make their projection available is
reported from Chagrin Falls,
Ohio.
In this \illagc of 3,000 subiu-
banitcs, near Clexelancl, is a rec-
reation council which sponsors a
sLuumer program of activities for
residents of all ages. This organi-
zation, with financial contribu-
tions from two churches and the
treasury surplus of a completed
forum series, recently purchased a
Naico sound projector.
This eciuipment has been in-
stalled at the local library to be
boiiowed by local organizations,
of which Chagrin Falls catalcjgues
more than 100. To complete the
comnnuiily co-operation element,
a group of senior Boy ScoiUs have
been trained as operators. There
is no charge for use of equipment
or an operator. The only restric-
tions placed on usage are that it is
for group, not personal, use and
borrowers are responsible for
prompt return in good condition.
Since the Chagrin Falls library
is a branch of the Cuyahoga Coun-
ty Library System, a film loaning
service is also available through-
out the svstem.
four square
with
our clients
that's been our creed
during 25 years of
business film production.
Sc|uare in our advice on the use
of films . . .
Square in preparing the script
to do your job . . .
6063 SUNSET BLVD.
HOLLYWOOD 28, CALIFORNIA
GRanite 6464
Farm Electrified:
♦ .A new More Power to the Amer-
ican Farmer 16mm sound color
motion picture Electrified Farm-
ing, filmed on farms from New
England to California, was recent-
ly released by the General Electric
Company. The 25-minute film
\vhich demonstrates how properly
applied electricity can lighten
farm chores and greatly increase
productivity is the fifth in the
General Electric "More Power to
the .American Farmer" series.
Electrified Farming is a compre-
hensive visual education program
which will inform the present-dav
farmer that electricity is now per-
forming a great variety of services
on mcjre than two million farms
throughout America, both in the
home and in the fields.
Through the use of actual trans-
continental case histories, the film
tells and shows the farmer, in an
entertaining way, numerous appli-
cations and uses of new and mod-
ern electrical equipment. It in-
structs the farmer how to live and
Avork more cflicientl) and econom-
ically through the use of elec-
tricity.
A typical county fair filmed in
Cobleskill, New York, is also in-
cluded in the MP.\F feature. Side-
shows, the fire-eating man, farm
equipment, display tents and nu-
merous fair contests are recorded
on film.
Mr. A. H. Heinker, G. E.
Manager of the Farm Industry
Division. Schenectady, N. Y., in
explaining the need for Electrified
Farming said, "probably the
greatest advancement in farm
mechanization has been the tre-
mendous progress that has been
made in rural electrification. Only
a short time ago when we spoke
of farms being electrified we meant
that they had electric lights and
made use of electricity for the com-
mon things like the radio and
the flat iron. Today electrification
means that the farmer has really
put this 'tool' to work in his pro-
cfuction. Many new machines are ,
available today that a few short i
years ago did not even exist to |
some of our wildest dreams. These
modern machines are portrayed in I
this film to help the .American ■
farmer realize a more profitable, I
(]uicker and easier farming and |
more dignified living." - I
Electrified Farming is being
distributed bv .Association Films,
connnercial distributor with re-
gional oflices located in New York,
Chicago, San Francisco and Dallas.
34
BUSINESS SCREEN MAGAZINE
;. Aitliui Ruiik ijtil) uui llir
ii'tf:il aiifsl 111 C. H. Pnry.
j)irsi(l('til (if lull d- H'nt'fil.
{Iiiiinii^ the Erti^lish film inay,-
natt'^ r. S. trifi. His Eii'^lisli
fniii \i'liich iiitnttifitftinrs li ir
H iHoilncts thru- irceutly rum-
f)hud its HKUOOlh English-
made Fitmosound prcjeclor.
3-DImensIon Compciny Names
Robert G. Smith as Sales Manager
♦ Appointment of Robert G.
Smith, 37, as sales manager ot
Three Dimension Company, man-
ufacturers of photographic ecjuip-
ment, has been announced Ij\
H. A. BoHM, president.
Smilli will handle sales of "TDC
\'IV']I)" slide projectors and ac-
cessories through plioiogra|)liic
distributors in the United Stales
and abroad. He has previously
been active in the retail photo-
graphic field, as store manager for
the General Camera Company.
Chicago, and as camera buyer for
L\iton's, Chicago.
Jay E. Gorden Named California
General Mgr. of Two A-V Firms
♦ Jay E. Gorden has been named
general manager of the California
operations of both Screen
Adettes, Inc., and G.\te\vay Pro-
Di'CTio.NS, Inc.. both of which are
located in San Francisco.
Mr. Gorden was .\udio- Visual
Coordinator for the Sixth Army
[or more than eight years. He set
up 60 wartime film libraries.
LINE VOLTAGE BOOSTER
'!(
ii
«
1634 South Boston
FOR PROJECTORS
. . . is fhe answer
fo f)ucfuaiing and
low line voltage —
-k increases
illunnination
•k increases clarity
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Can raise 85 volts ro 120
volts with I2S0walt load.
Tftedia. ^hc.
* Tulsa, Oklahoma
Society for Visual Education, Inc.
Names Neuert-Wilton as Exporters
♦ Nil 1 Ri. W II ION fi: AsMici \ii s.
In( ., has been appointed l)y the
S(l( II n FOR ViSlIAI. Edi'Cation.
I\( ., Ill «er\e as its export depart
niiiii. ii was annonnced bv Wii -
I i\M II. CiARViY, |r., picsideni ol
ilic SA'.E. This appoimmeiit uiU
greatly enlarge the scope ol ihi
sociel\'s coverage of world mai
kfis.
One 1)1 ihe leading ioreign trade
organizations in the midwest
\eiKi t. Wilton & .Associates, Inc.,
IkiiuIIcs I he export of numerous
phiitogi .iphic and electronic
e!|iiipiiieiii niaiuilacturers and o i-
eralcs on a world-wide basis.
* *
O. J. McClure Appoints Tv/o Rep:
♦ \ernon Lombard and John II.
Klein have been appointed sales
repieseniatives of O. J. McCn ri
1\i,kin<. Pictures in the Illinois-
W'isconsin and Southwest terri-
tories, respectively. The companv
is a Chicago manufacturer of
sound slide-film ec[uipmenl and
record plaxcrs.
# ♦ «
Purchases Interest in D. T. Davis
♦ W . (.. Kirtley has |nirchased
an iiuerest in the Louisville, Ken-
tucky, business of the D. T. D.w is
Company, according to D. T. Da-
vis, company president. The con-
cern services the educational mar-
ket in Eastern Kentucky, Southern
Ohio and Tennessee. Mr. Kirtlev
has been manager of the Louis-
\ ille store for the past four years.
It was also announced that :i
neiv corporation has been formed
to ser\e the Louisville, Western
Kentucky and Indiana area. The
firm name will be D.'T. Da\ is
Com|jan\ of Louisville, Kentuck\ .
and Mrs. .\bbie Kirtlev will con-
tinue as office manager.
Ralph Schoolman Joins Pathescope
♦ At presstime, an-
nouncement was made
ihat Ralph School-
man, a 20-year veter-
an of the facuial film
field, has joined Pa-
tHESCOPE PrODUC-
noNs, New \'ork, as a
member of the crea-
tive staff. Most widely
known of his films are
lerry Pulh tlif Strings.
Kuknn, and a recent
employee relations
motion jiictiire series
111! I'roc ter S: Gamble.
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R-5C Console $3000.00
"For film synchronization work, your Rangertonp Tape Recorder has
been in use here for several months. To say its performance is anything
short of sensational would be an understatement. In ray opinion this
method of synchronous tape recording will soon make any other method
of sound film recording obsolete."
Fred de Jaager, Chief Engineer
Empire Broadcasting Corp., N.Y.C.
y^rUe for Complete Oeiai/s
RANGERTONE, INC., 73 Winthrop St., Newark, N. J.
RANGERTONE
Portable Tape Recorder
NUMBER 3
VOLUME II
35
Cannon Mills' Free TV Films
♦ Cannon Miii> (^ihroiigli N. W.
Aver) is ottering nvo one-minuie
open-end TV films tree lo all re-
tail stores in television cities.
Stores using the films purchase
time at local rates, have eleven sec-
onds lor local announcements at
the end of the film.
Feature "Sells" Westinghouse TV
♦ t)ne ol the most widely distrib-
uted "commercial" films of 1950
will be Chainpiigne For Caesar, a
United Artists release starring
Ronald Col man and Celeste
Holm. The conmiercial angle con-
sists of several close-ups of West-
inghouse tele\ision receivers in
which the company name is clear-
ly visible.
Tving in with the movie. West-
inghouse will run 1,000-line news-
paper ads in TV cities sinudtane-
ously with local release of the film.
Dealer promotions and special kits
will also be used.
Ford Signs UPA for 10 TV Spots
♦ United Productions of America
has been signed by Ford (through
J. Walter Thompson) for a series
of ten 90 second TV commercials
for the Kay Kyser show. Five thea-
tre - advertising films will be
adapted from the \ideo reels.
UPA's Ford contract was con-
cluded by Edward L. Gershman,
vice-president in charge of the
New York office.
A! Capp Cartoons in Production
♦ Films For Industry, in associa-
tion with )eny Capp, is finishing
up the first episode of a new series
of TV puppet films based on Al
Capp's Fearless Fosdick, tamed
hero of Lil ."Xbuer. Puppeteer
Mary Chase has designed and op-
erates the characters.
Audio Completes Five TV Series
♦ Audio Productions has just
completed new TV spots for
Goodyear, Benson & Hedges,
TWA, Atlantic Refining and the
Duffy-Mott Co.
Transfilm's General Mills Cartoon
♦ Transfilm Inc. has prodiKed
a 24-second, full animation TV
commercial for General Foods,
employing a new art technique
developed by Jack Zander, di-
rector of animation for Trans-
film.
The film— to be known as Tlir
Three Bears— will be used on the
Hopalong Cassidy program, ll
will serve to introduce ".Sugar
Crisp"— the new General Foods
product which is both a cereal
and a confection.
■Jgi^VaS[l@Kl in the MHWi
Motion Picture and Television
i( Unity ok Intf.rkst and marked
]3rogress in amalgamation ot the
two fields ot the motion picture
and television industries were
noted by Earl 1. .Sponable, presi-
dent of the Society ot Motion Pic-
ture and Television Engineers at
the conclusion of the Society's
67th semi-annual convention in
Chicago last month.
Final day's sessions were con-
cluded with reports on 35mm and
Uimm cameras, film processing,
and motion picture techniques.
.\l a meeting of the Society's
Boaril of Governors, Malcolm G.
I'owusley, asst. chief engineer of
the Bell & Howell Company, Chi-
cago, and Frank Carlson ot the
(ieneral Electric Company. Nela
Park, Cleveland, were named to
fill vacancies on the Board created
Engineers Meet in Chicago
l)\ ihe adoption ol the .Society's
new constitution. It was also
announced that the 68th semi-
annual convention will be held at
the Lake Placid Club, Lake Plac-
id, New ^ork, October 16 to 20.
.Aside tioni the three sessions
devoted exclusively tt) reports and
discussions on the swift-paced
progress of television engineering,
with advance notes on color tele-
vision, there were featured ses-
sions on highspeed photography.
News headliner ot the Conven-
tion was undoubtedly the brief
but highly-revealing floor contro-
versy raised by and between guest
speakers Colonel John Howland,
exponent of the Zenith Phonevi-
sion system, and Spyros Skouras,
president ot 20th-century Fox.
"Salesmon" for Swift's
Brookfield Sausage on TV
= May we serve you?
We'd be pleased to screen
some of our latest produc-
tions for you. No obligation.
NC. NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Boston's Lively Television Market
♦ 1 he sale ol lelcvision sets in
Boston continued at a brisk pace
and has now reached 305, Til."?. A
recent survey indicated that home
installations number 300,890,
while 4,903 sets are in public
places.
» * #
New High-Speed Camera Probes
Mystery of Human Eye for Science
♦ A high speed camera tor pho-
tographing the tell-tale interior
of the eye is now in production.
Developed after two years' re-
search by the Bausch & Lonib
Optical Company, it photographs
—in color or black and white—
the retina, nerve fibers and other
structural elements ot microscop-
ic size within the inner recesses
of the eye.
The only camera of its kind in
production today, it w^as designed
at the request ot the U.S. Public
Health .Service tor studies show-
ing the relationship between en-
larged retinal blood vessels and
such vascular diseases as high
blood pressure and arterioscle-
rosis.
The camera has also been used
extensively by Dr. Walter Kemp-
ner ot Duke University Hospi-
tal in his "rice diet" research and
treatment of these diseases. Pho-
tographs taken periodically of
the interior of the eye are super-
imposed so that the diameter and
tortuositv of blood vessels may
be compared at various stages of
treatment.
"Eve specialists and physicians
have shown widespread interest
in the camera's de\elopment," ac-
cording to Howard E. Trimby, of
Bausch & Lombs Ophthalmic
Instrument Division. "Photo-
graphs ot the living fundus," he
pointed out, "provide documen-
tary evidence ot such eye pathol-
ogies as abnormal condition of
blood xessels, location and ex-
tent ot hemorrhages, pigmenta-
tion, and extent ot cupping of
tile ner\e head."
# # #
Sumner Lyon Joins Writing Staff of
the Princeton Film Center
♦ Su.MNER Lvo.N has been ap-
pointed to the writing staff of The
Princi-ton Film Centkr where he
will work on the preparation ot
scripts for docmnentary films and
tor television motion pictures, it
was announced recently by Gor-
don Knox, executive producer.
Mr. Lyon was formerly associa-
ated with RKO-Pathe tor four
years where he wrote theatrical
short subjects in the series. This
Is America, as well as scripts tor
several commercially sponsored
documentaries.
36
BUSINESS SCREEN MAGAZINE
YDiR Business Screen cdiioi.
(). H. C;()elln, |r. was a guest
spi'aktr April 2 1 at the pioneering
Fkukrai. Vim Ai. Aius Workshdi",
sponsorcil b\ the Feukrai. I'krson-
nh CoiNiai.. Oannon C. Hearne
<)( tlic L'.S. nepartiiieni of Agri-
iiiltiire was chairman of the Ine-
&,i\ Workshop program held at
the Na\al (iim Factor). Here's a
rinming account of other go\ern-
iiicnl lilm activities:
LABOR: Premieres a Safety Filin
Lauor: II'idjh; II (n liitlili. a 2-
reel safet\ subject produced b\
Pete Smith, Metro - Goldwvir -
.\Ia\er, will ha\e its first showing
beloie the President's Conference
on Industrial Safetv meeting in
Washington the week of June
tifdi. Thereafter it will be thea-
trically distributed in the regular
Pete Smith series.
Job accidents last year killed
15,0U0 workers and disabled 1,870,-
000. with a loss of 39,000,000 nian-
da\s of work. "Wrong Wjy
Butch" will emphasize in Pete
Smith's well-known manner the
necessity for better work practices
in an effort to reduce the annual
toll of deaths and injuries. The
fifm developed from a request by
Secretary of Labor Maurice J. To-
bin to Dore Schary, Executive
Vice-President, M-G-M, for coop-
eration with the national program
on industrial safety.
Two Pete Smith short subjects
have won annual awards of the
National Safetv Council: Sei'enth
Column in 1943 and Safety Sleuth
in 1944.
MENTAL HEALTH: "Preface to a
Life" Now Ready for Distribution
♦ From the \ation.\l I.nstitlte
OF Mental Health, Public
Health Service. Feder.\l Securi-
ty' .\CENCV, comes Preface to a
Life, produced b\ Sun Dial Films,
Inc., under the supervision of Sam-
uel .\. Datlowe. with the profes-
I sional advice of Dr. M. Ralph
; Kaufman, Chief Psychiatrist of
I Mt. Sinai Hospital. Xew York,
j who served as psychiatric consul-
tant in the production of The
Snake Pit.
Designed for parents, teachers,
and everyone interested in chil-
dren, the narrative for this 28-
minute film is addressed to the
newly born Michael Thompson,
whose life it shows in his critical
years and upon whose developing
personalitv are exerted the con-
I dieting influences of parents.
I friends, and neighbors.
Preface to a Life was written
and directed bv William S. Res-
nick, with photography by Boris
CAPITOL COMMENTARY
Exclusive Reports to the Readers of Business Screen
by Roberta Cook, Staff Correspondent in Washington
Kaulman. karol Rathaus com-
posed the nuisical score and Xel-
scjn Case is tfie narrator.
Sixteen-millimeter prints of the
film may be borrowed from each
State \fental Health .\uthority
and purchased from Castle Films,
1445 Park .\veiuie, New York 29,
.New York.
PUBLIC HEALTH: 'Warner Brothers
Produces Cartoon for Theatre Use
♦ 1 HE Pt BLic Health Service is
theatrically represented by the 12-
minute Technicolor cartoon So
Much for So Little, produced by
Warner Bros., and distributed in
Warner Bros, theatres as a public
service in cooperation with State
and local health departments. So
Much for So Little shows what a
well-organized, adequately staffed
community health department
dcxs to protect the citizen through-
out his life. .After the completion
of its theatrical run. it will be re-
leased in 16mm.
New Government Film Catalog Due
♦ -Also expected from the Fed-
eral Security .\cency this sum-
mer is the catalog of U.S. Govern-
ment films which the Office of
Educ.\tion has in preparation.
The latest catalog of Government
films was issued in Jiuie, 1947.
FISHERIES: Show "Food
for Thought" to Aid Industry
♦ Sun Dial Films is again repre-
sented with Food for Thought (15
minutes), produced for the
Br.\nch of CommercialFisheries,
L'.S. Fish .\nd Wildlife Service,
Dep.\rtment of the Interior,
under the supervision of Mr. Dat-
lowe and Elliot .\. Macklow, \i-
sual Education Specialist for the
Branch.
This lOnnn color film illustrates
effective planning, purchasing,
preparing, displaying, and serving
icthnii|ues utili/ed in the school-
lunch program. It also breaks
dov\n several of the superstitions
siurounding the combination of
fish and milk.
♦ Chances are that most people
have never heard of the menha-
den, but it is a very important fisii.
Menhaden oil and meal are used
in the production of paints, soaps,
cosmetics, tlie feeding of poultry,
cattle and other livestock — in all
approximately 165 products.
To be available at the end of
the year is the tentatively titled
Stoiy of .Menhaden, which accord-
ing to Mr. Macklow will show its
uses, the colorful methods of cap-
ture, and processing. More pounds
of the menhaden, which runs from
the Maine coast to the Gulf, arc
taken yearly than any other fish.
This 2-reel color subject is being
financed for the Government by
the menhaden industrv- with in-
dividual contributions ranging up
lo 53.000.
BUREAU OF MINES: 5 New Titles
♦ On the wav from The Bure.\l
OF Mines, Department of the
Interior, are the five titles fol-
lowing, together with the sponsors:
.Missouri and its Natural Re-
sources (Sinclair Refining Com-
pany); Oregon and Its Xatural
Resources and Washington and Its
Xatural Resources (Richfield
Oil) ; Sand and Steel (Allegheny
Ludlum) : and .Acetylene Welding
(International .Acetylene .Associa-
tion) .
ARMED FORCES: Sequel to "Fight-
ing Lady" Is Navy's Postwar Film
♦ Each branch of the -\rmed
Forces, Dep.\rtment of Defe.nse,
presents a film for public exhibi-
tion.
From the X.^vv comes Fighting
Lady's Family (24 minutes) , nar-
NUMBER 3 • VOLUME II • I9S0
rated by Robert Taylor. This sub-
ject is a progress report on the
post-war Navy and deals especially
with the growth of Naval .Aviation
since World War II. In addition
to ncv\-type planes, cold-weather
expeditions and the development
of the snorkel submarine are
shown. The high point of the
film is reached when it shows
what would actually happen if an
unlimited attack on the United
States occurred. Plan Orange, the
emergency plan which sends the
entire Navy to battle stations,
shows that t.he Navy is ready at a
moment's notice to do its part in
the country's defense.
Fighting Lady's Family is avail-
able for loan from the respective
District Public Information Of-
ficers of the eleven naval districts.
ARMY: "Research and
Development " Tells Science Story
♦ Research and Development (20
minutes) , produced by the Signal
Corps, DEPARTME.NT OF THE .ARMY,
shows the importance of research
activities carried on by the mili-
tary services and the cooperation
of industry and universities in un-
covering many scientific facts. Pic-
torially demonstrating the ad-
vances made in improved arms
and equipment, the film shows
among other examples of applied
scientific research, guided missiles
launched from submarines, ships
and planes; the laying of mines
from the air; the development of
re-fueling in mid-air; and the C-99
cargo transport plane, the capacity
of which ecpials that of four rail-
wav freight cars.
ARMY: Colonel Stodter Is Named
Chief of Army Pictorial Service
♦ Colonel Charles Stodter has
succeeded Colonel \V. W. Jervev
as Chief of the Army Pictorial
Service Division.
AIR FORCE: Produces "Ready for
Flight" and Two Other Films
♦ The story behind the Berlin
airlift is told in the 2-reel .Air
Force subject. Ready for Flight
(produced by .American Film Pro-
ducers) . Without the skills and
stamina of the airmen on the
ground— the unglamourized main-
tenance men. grease monkeys, elec-
tricians — the big lift would not
have been possible. Ready for
Flight is obtainable from .Air Ma-
teriel Area Headquarters.
.Also in production for the .Air
Force bv .American Film Producers
are two additional public infor-
mation films. Civil Air Patrol and
Tactical .iir Command. The
former will be an explanation of
({:c)NTINUED ON THE NE.\T PACE)
37
In Washington:
(CONTINUED FROM PRECEDING PACE)
M-hat the Patrol is and docs; tilt
latter will show how a large part
of the Air Force is designed to
liuKtioii with tlu' other Ser\iies.
CAA: Four New Films on Aviation
Safety Ready for Field Personnel
♦ C;(intiiiiiing with aeioiuiiuical
subjects, the Civil AiiRonautics
AuMi.MSTRATioN lias jiist released
lotir motion pictures— all two reels
in length — concerned with avia-
tion safety. Gu)' Bolte was the
writer-director for A Plane is
Bom, Safe Aircrafl, Safe Flighl
Ojifratiotu, and Safe Airmen.
Each film shows some phase of the
C.A.A.'s surveillance of safet\
standards. .Also in preparation is
Safely in the Air (3-4 reels) , which
is designed for public information.
The four released films, pro-
duced primarily tor a\iation per-
sonnel indoctrination, may be ob-
tained from the nine regional ol-
tices ol the C.-\..\.
STATE: Considers Releasing More
Overseas Films for U. S. Showing
♦ Word comes horn the .SiArt;
Department that the Interna-
tional Motion Picture Division
has "under consideration" the re-
lease of additional dims domes-
tically. .\lthough not authorized
to distribute in this country, the
Department can make a\ailable to
a requesting Government depart-
ment any of its motion pictures
prepared for foreign audiences.
According to testimony before
the Sub-committee of tire House
Committee on Appropriations, the
Motion Picture l3ivision will de-
vote the larger part of its request
of Jj536,573 for original produc-
tion, if and when granted, to films
for specialized areas, with .South-
east Asia as the major target. A
special film lor India has been
completed.
Appropriation recjuest for fiscal
year 1950-51 is $2,450,000, which
added to the Division's prorata
portion of overseas missions totals
Sj;3,886.285. At this writing, final
action has not been taken b\ the
Congress.
Hamilton McFadden, .\ssocia;e
Chief of the Division for ])ri)duc-
tion, with headquarters in New
^■()rk, has resigned.
INDUSTRY: National Fertilizer
Association Now Making Fourtli Filr.T
♦ Oiuside the (.(i\ernment, the
National Fertilizer .Association,
trade organization tor manufac-
turers ol plant nuirienls, has in
38
piniluuioii undei llie siq)er\ isidu
,>| Roleii 11. Kngle a 20-niinuU-
ii.lnr lilni in I (inmi showing good
agrictdtural practices that make
acres yield more. Untitled as \et.
end-of-the-year release is expected.
The Association has in 16mni dis-
tribution three color films; Tlie
Life of the Soil, (33 minutes) ;
]V hat's in the Bag, (18 minutes) ;
and Hunger Signs (15 minutes).
INDUSTRY: American Railroads'
Complete Catalog of 200 Films
« iHi .\ssociation of .American
Railroads has prei^ared a 54-page
catalog of 200 films made by and
for .American railroads. Source for
copies is the .Association of .Amer-
ican Railroads, Transportation
Building, Washington 6, D. C.
AGRICULTURE: Its Film Story
Will Be Told In Our Next Issue
♦ If there isn't a lot in this issue
about the U. S. Department ol
.Agriculture's Motion Picture
Service, you'll find all the facts in
the special Farm Issue of Business
Screen next month!
NAVA Institute
♦ f he schedule ol coinses to lie
given at the 1950 National In-
"titute for .Audio-Visual .Selling,
and the names of the instructors
who are to present them, has
been annoiuued by Robert I..
Shoemaker of St. Charles, HI.,
chairman of the Institute's Board
ol Clovernors, following a week-
end meeting of the Board in Chi-
cago. The fnstitute will take place
]u1y 23-28 at Indiana University,
Bloomington, Indiana. It is
joinih sponsored by the National
Audio-\'isual .Association and the
University.
Four separate courses are to be
given at the 1950 Institute: Busi-
ness Management, Salesmanship,
Sales Management and Film Li-
brar\ Operations. Through an
unique system of collaboration,
men of long practical experience
in the audio-visual field work
with University professors in pre-
paring and presenting the 32 top-
Title: "Tanglewood"
Producer: MPO Productions
Sponsor: U. S. Department of State
Subiect: Berkshire Music Festival and student activities at
Tanglewood, Massachusetts.
Production Details: Seven tons of equipment; crew of
fourteen; 80"^ ', synchronous sound filming; 35mm
black and white.
One Man's Opinion: "Perfectly beautiful!"
(Comment at preview by Dr. Serge Koussevitsky,
conductor of Boston Symphony Orchestra)
Expected Audience: 200,000,000 — foreign and domestic.
OTHER CLIENTS DURING PAST YEAR
Ford Motor Company • Pan American World Airways
The Texas Company • Nash-Kelvinator Corporation
MPO
PRODUCTIONS, INC.
3 42 MADISON AVE. • NEW YORK 17, N.Y.
ics covereil by the InstitiUe. .Au-
dio-visiud aids are extensivel\
used, and in order to drive the
lessons home, a total of 12 diHer-
ent demonstrations are being
planned.
Practical Workshops Set Up
Many of the topics are handled
in a "workshop" style-in study-
ing direct mail advertising tech-
niiiues, hir instance, the students
actually plan mailing pieces
which they can use in their own
businesses.
A 12-page brochure in two col-
ors which describes the Institute
is now available to prospective
Institute students from the Na-
tional .Audio-Visual .Association,
845 Chicago .Avenue, Evanston,
Illinois, and from the .Audio-
Visual Center of Indiana Univer-
sity. Because the air-conditioned
classroom space available for the .
Institute is limited, attendance
at the Institute must be restricted
to. dealer and advisory members
of the National .Audio-Visual As-
sociation and their employees.
Many .Advantages -Are Offered J
In announcing the plans, Shoe- J
maker stated, "The National In--*
stitute for Audio-Visual Selling
has carved an unique niche for
itself among business institutes.
The excellent facilities at its com-
mand, the unusually fine faculty
it attracts and the high calibre
of student it demands combine
to make a school of enormous
value even to N.AVA members
of many years' experience. Stu-
dents at the Institute have many
opportunities to compare notes
with other people in our business.
They gain the benefit of the ex-
perience and teaching of audio-
visuid industry leaders. They gain
a much fuller understanding of
the audio-visual field as a whole
and they learn how to go about
achieving that important objec-
tive-better service to the user
of audio-visual materials."
Dates of the Institute are just
before the National .Audio-Visual
Convention in Chicago, and the
schedule has been arranged to
allow those attending to go di-
rectly to Chicago in time for the
various manufacturers' sales meet-
ings prior to the convention.
Sterling Films Prepares Catalog
of Films for Employee Groups
♦ Stirlinc; Films, 3 Hi West 57th
Street, New \ork. has issued a new
catalog of entertainment films,
manv of which are appropriate for
lunch hour or employee group
showings. The catalog is free on
reiiuest.
lUSINESS SCREEN MAGAZINE
Bell & Howell Employees
Hear Report by President
♦ \ ivual I harts wt-re utilized by
CuvKiis H. I'i-m;v, picsidcm of
the Bei.i. S: HowKLi. Company,
Chicago, to ilhistrate his sccoiul
annual re])ort on the outcome ol
the past year's ojjeraiions on A|)ril
23. Approximately S'tOO company
employees and their families were
111 attendance.
One of the charts, six by eight
feet in size, was illuminated to
show the change from a straight
luxiuy business to one where, in
1950. a substantial portion of its
sales will be non-luxury pioducts.
Another chart demonstrated how
earnings had tiucttiated o\er the
years, while still another showed
that considerable overhead reduc-
tions were accomplished in 19 HI.
The efforts to improve merchan-
dising of the products were re-
\iewed in charted form.
In his speech, Mr. Percy stated
that economic freedom and po-
litical freedom are so completely
interrelated that anv sacrifice of
one irieans irreparable harm to
the other. He expressed concern
over the willingness of man\
.Americans to sacrifice freedom for
the promise of a "ne\er-ne\er
land" where everything is "for
free."
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For Morton Picture & Television
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Sor.NDPROOF AlR-COXDITIONED
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Modern Equipment For
E\XRY Technical Require-
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Rentals By Day, Week or Month
ALL NEW MOVIOLA EQUIPMENT
Equipment Available for
Off The Premise Rentals
729— 7ih Ave.. >.Y. at 49lh St.
Tel.: Circle 5-5640
Michigan Training Council Attends
Jam Handy Visual Aids Workshop
♦ .\ program on the use of visual
aids in training was sponsored b\
The Jam Hanch Organization
with members of the Michigan
Training Council as guests on
.\pril 1^ in Detroit. The skills
required in the specialized prep
aiation and processing of effective
\ isual aid materials was discussed
and the newest in training etpiip
Mient demonstrated.
* * *
British Government Film Output
Reached 88 New Pictures In '49
♦ Dining the past \ear. the 15ril-
ish Central Office o£ Information,
London, protluced 88 new films
and re-edited 30 others, according
to its second annual report. It
also acquired 48 other pictures
from outside organizations.
Most of these films were pro-
duced at the request of the vari-
ous ministries and government de-
partments, and were produced to
meet their rec(uirements. The
emphasis in production fell on
Britain's efforts in the industrial
and economic fields, and 186.314
showings of non-theatrical films
were arranged bv the Central
Film Librarv and mobile imits to
reach an audience of 10,890,000.
The majority of the C.O.I, films
were distributed in the United
.States b\ British Information
Services, New York.
* * *
16mm Sound Projector Test Film
Announced by Research Council
♦ A re\isecl \ersion of the ItJumi
Sound Projector Test Film
(Z52.2) for checking and adjust-
ing 16mm motion picture sound
reproducing ecpiipment has been
announced recenth by the Mo-
tion Picture Research Council.
Inc. The new film, which is ap-
proximately 200 feet in length,
and which conforms with pro-
posed .American Standard Z22.79,
consists of sound and picture se-
lections whicli include title music,
piano music, dialogue and a high
level vocal selection with orches-
tra. Film is sold at cost.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment for
1 Smm & 35min
cameras ;
Animation Equipment :,
MOTORS for
Cine Special, Maurer
and Bolei Cameras
LENS COATING
John Clemens — Erwin Harwood
NATIONAL CINE EQUIPMENT
INC.
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RENTALS — SALES
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Cine Special Cameras
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others for Motion
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J^SMmajdn FILM CABINETS
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sAjujumaBu
PRODUCTS CORP.
330 W. 4 2 ST. NEW YORK IB. N. Y.
CONSOLIDATED
Film Industries
complete service
includes:
Kodachrome
Reproductions
Negative
Developing
Reduction Printing
Contact Printing
Dailies
Release Prints in
color or blacic and
white ... 16 mm
and 35 mm
Titles and Optical
Work
Blow-ups
Projection Service
Shipping and
Receiving Service
Somef/i/ng 0\d, Something New
Something Borrowed.. . What to Do?
That was the problem a harried producer
brought us a while ago. He had to make
a film out of various quantities of ISinifi
black and white reversal originals, vintage
1 9o4 ; 1 6mm kodachrome print. 1 938 ; 35mm
original black and white negatives, 1946:
35mm color print. 1949: plus sound recorded
on discs, magnetic tape, I6mni print and
35mm print.
Put them all together, and he figured they
spelled plenty of lab trouble.
Well, we showed him his 16mm negative for
release printing the other day — everything
in proper focus and with the correct aspect
— and he called us miracle men. Of course,
we're not. People have been giving us com-
plicated jobs for years because C.FI. is
Hollywood's only Complete Laboratory-
Service for 16mm and 35mm Films
CONSOLIDATED FILM INDUSTRIES
A DUision of Republic Pictures Corporation
959 Seward Street. Holl>Avood, California
Telephone -H011™ood 9-1441
1790 Broadn.iy, New York 19, N.Y.
.NEW YORK:
NUMBER 3 • VOLUME II • 1950
39
DdNAlU E. FhMlMAN
Appointed Manager of Kodak's
Motion Picture Film Department
♦ DONAII) E. H\M)MAN Ikis IjCCll
appoiiiicd manager of Eastman
Kodak Company's motion pic-
lure film department, Edward P.
Curtis, vice-president in charge
of motion jjictiire sales and Enro-
peair sales, advertising and dis-
tribution, lias announced.
Hyndman re]jlaces Kenneth M.
Cunningham, who relinquished
the post because of ill health.
Cunningham will continue as as-
sistant to Curtis in the export
sales of motion picture film.
For the past four years Hynd-
man has been manager of the East
Coast division of the motion pic-
ture film department with offices
in New York City. He will now
make his hcadt]uarters in Roches-
ter. E. M. Stifle has been ap-
pointed to succeed him as man-
ager in New York.
Hyndinan joined Kodak in
1926 as assistant to Dr. K. C.
Hickman in Kodak Research
Laboratories. He later travelled
around the world for the com-
pany as manager of one of the
cine-processing department cruis-
es in 1928. He was transferred to
New York as a staff member of
the motion picture department in
1929 and was appointed assistant
manager of the division in 1910
becoming manager in 1941).
Hyndman was graduated from
the University of Denver with
a B.S. degree in chemical engi-
neering and attended the Uni-
versity of Rochester. He is vice-
president of the American Tele-
vision .Society and a past presi-
dent of the Society of Motion Pic-
ture and "f'ele\ ision Engineers.
Wilding Acquires Peerless Service
♦ Peerless Film Processing
equipment has been installed and
is now in operatioir at Wilding
Picture Productions, Inc. in Chi-
cago, for service to clients.
40
BUSINESS SCREEN EXECUTIVE
Promotions and Staff Changes in the A-V Industry
DaLite Screen Announces Several
Executive Staff Appointments
♦ Da-I.iii; ScKtiN t;i)Mi'.\N^, Chi-
cago, manufacturers of projection
.screens and photogra])hic accesso-
ries, announces the appointment
ol a number of new officials and
management personnel. They are;
Howard E. Christensen, vice-
president; Gilbert Heck, sales
manager; William V. Hoffman,
assistant to the president; Debo-
rah Cooley, treasurer; Lily J.
Love, secretary.
The appointments were made
to fill vacancies created by resig-
nations in the past few montlrs and
by the deaths of Mr. and Mrs. J.
C. Heck, founders of the business,
/
t*^
. /IT'S IMPOSSIBLE TO PUT THE
AGGRESSIVE SELLING FILM SERIES
TO WORK WITHOUT INCREASING SALES'
These are not our words . . . they are the words
of present users of the Sleeping Giant Series
of Aggressive Selling films.
This program consists of eight 35mm sound slidefilms, each packed with selling
HOWS. Each is designed lo help your salesmen, new and old, overcome the
terrific resistance now in evidence in TODAY'S buyers' market. Sales meeting
material is furnished for use with each film. Likewise follow-up letters to be
sent into your salesmen's homes. How to Sell — How lo Get More Orders. That
is what the Soles Training Program, "Aggressive Selling," will do for you —
increase the effectiveness of your men, thereby — INCREASING SALES.
THESE FIRMS AND HUNDREDS MORE CAN'T ALL BE WRONG
DuPont
Aluminum Co. of America
Westinghouse
Generol Eleclrtc Co.
Timken Roller Bearing
B. F. Goodrich Chemical Co.
National Brev/ing
Tidewater Associated Oil Co.
Kraft Cheese Co.
Sun Electric Co.
Richfield Oil Co.
New England Life Ins. Co.
DeSoto Div. of Chrysler
Clary Multiplier Co.
Rexall
The Austin Co.
American Brass Co.
Ouolity Bakers of America
Hoffman Radio Corp,
Packard Motor Co.
We could pul other testimonials in this spoce too but so doing wouldn't
increase your sales and profits — however, storting
to use this program will.
WRITE OR WIRE
6108 SANTA MONICA BOULEVARD
HOLLYWOOD 38, CALIFORNIA
actordins^ lo Chester C. Coolcv,
picsident.
Mr. Heck, DaLitc's new sales
uKinager, has been with the com-
pany's sales department for the
past five years, and has been assist-
ani sales manager for three years.
He has 22 years of service with
the concern.
Ideal Pictures Corporation Names
Sales and Advertising Executives
♦ A. L. Blinder, president of
Ideal Pictures Corporation, has
confirmed three executive staff ap-
pointments this month, ."^llan .S.
Larson became director of adver-
tising and sales promotion. Before
joining fdeal early in 1049, Larson
was a publicity staff member with
Producers Releasing Corporation,
Hollywood. He was recently
named publicity director for the
National Audio-Visual Conven-
tion, which will occur July 28-Aug.
2 in Chicago.
Jack Kessie succeeds I^arson as
assistant advertising director. He
has been with the coinpany since
graduating from Drake University
last June. L. T. Young has been
a]3poin'ted director of tlie Indus-
trial Film Division of tlie com-
pany. He was formerly in charge
of advertising and distribution for
Hallmark Productions, film pro-
ducers and distributors.
Since its merger with Escjuire,
Inc. last year. Ideal has opened six
new offices. They are located at
4217 Piedmont ,\vc,, Okland, Cal.;
1108 High .St., Des Moines, Iowa;
127 West 5th St., Cincinnati; 5154 j
Delmar Blvd., St. Louis, Mo.; 312 .
N. W. 2nd St., Oklahoma City;
and 7338 Woodward Ave., Detroit. ,
This month the Chicago officej'^
moved to larger quarters at 58 E.
South Water St., Chicago.
Five Additions to Crawley Films
Production Staff Are Announced
♦ l'i\e new members have joined
the staff of 44 of Crawley Films,
Ltd., Ottawa. In the production
department will be Stanley
MooRE, formerly producer for
Hibernia Pictures Ltd., Dublin,
and Anthony Wood, recently
roving correspondent in South
Africa for theatrical magazines.
Richard Sheppard, formerly
with United Motion Pictures
London Ltd., has been appointed i
caineraman. Juliet Batchley,
]3reviously employed by the Lon-
don, Ontario, "Free Press", has;
joined the script department.
Charles Betts, formerly project
engineer for RC.V Victor, will
serve in the sound and ser\ice de-
partment.
BUSINESS SCREEN MAGAZINE
PEOPLE Who Make PICTURES
Notes About Business Film Personalities in the News
FRtDl KU.R
Atlas Names Barber Vice-President
Fictkrick K. liaibLi lui^ Ixcu
I'lcilcd \icc-pixsidc'in of Atlas
Film Coijjoiation where he is
active in sales manageinent, sales
contact and customer relations.
Mr. Barber first joined the .At-
las organization as a script writer
in 1937, and two years later be-
came associated with Burton
Holmes Films, Inc., Chicago,
where he ^vas in charge o£ the
scenario department and super-
vised script writing lor industrial
training films trom 19-10 to 194")
and Xavy training films during
the ivar.
He resigned to join Poetzinger
& Dechert, Clhicago, lor whom he
wrote sales training manuals and
made sales contacts.
.Mr. Barber re-joined Atlas in
19J(j where M supervised script
writing and handled sales promo-
tion.
-\ graduate ol ihe University ot
Nebraska, he has done post grad-
uate work at Northwestern Uni-
versity in advertising, speech and
dramatic arts.
Ross Wetzel Joins Cartoonists
♦ With the addition to its person-
nel ot Ross WhtZEL to head its
newly created animation depart-
ment. Cartoonists Studio, Chi-
cago, will now be able to handle
all phases of animation from the
storyboard to the actual shooting,
in addition to its production ot
humorous illustrations for space
ad\ertising and slide films.
Mr. Wetzel has considerable ex-
perience in the field ot animation,
ha\ing worked h)r both the Wall
Disne\ and Hal Roach studios on
the West Cioast.
West Heads TV at Frederic House
♦ FRtiuRu: HuisK. Inc. has set up
a TV film department offering ani-
mation and other services to ad-
vertisers and film producers. .\i-
lluir West, lormerly with Tele-
\isiiin (i,lll(M]^^. Inc.. is head o(
(111- new .u 1 1\ il \ .
Louclcs and Norling Incorporates
With Jack Norling as President
♦ [diiN A. \i)Ki.iN(. and W'n.
M \Ri Is liiiM- been elected piesi-
ileiu and vice-president, respec-
ii\el\, ol Lot'CKs & Norling Sti -
iiios. Inc.. (he new corporation
lormed to continue the industrial,
educational and tele\ision motion
])iciure produclion business ot
l.oucks ,'<.■ Noiling .Studios. Ne^v
\i)rk Cii\. .\nlun- H. Loucks will
be associated wiih the concern in
an advisory capacity.
Nfr. Marcus was formerly adver-
tising manager of Polaroid Cor-
poration, Cambridge, Massachu-
setts, and before that was with
CBS in New York.
George Long Returns to Jam Handy
♦ (,K)R(,i- W. LoN(. has joined the
Slidefilm Department of The |.\m
H.ANDV ORGANiz.vrioN as adminis-
trative assistant, according to an
announcement by Ford Pe.\rson,
o]jerating head of the department.
Mr. Long will super\ise and co-
ordinate slidefilms, artwork, charts
and graphics tor sales promotion
and training programs.
He has had extensive experience
in retail and wholesale merchan-
dising fields as midwest district
manager lor the Radiant Mann-
lacturing Company, and as con-
sultant on sales training programs
tor the Crowley Milner Company.
Mr. Long was associated with The
Jam Handy Organization from
1938 through 1944 when he be-
came supervisor of production
and editorial projects lor Navy
training slidefilms.
Rejoins Audio Productions Staff
♦ koBtRiA M. Zechikl has re-
jnimd ihe staff of .•\udio Produc-
tions, Inc., of New York where,
exactly ten years ago in June, 1940,
she entered the field of writing
: A^.
Rt)lSLRIA .\I. ZeCHIEL
industrial and etlucaiional motion
picttnes.
.\ graduate ot the University of
Chicago with ihe degree of Master
of Ana and ol Heidelberg College,
Tiffin, Ohio, Miss Zechiel spent
two years teaching high school
English in Ohio public schools be-
loie going into motion pictures.
.\mong the films which she has
written recently are The Truth
About Angela Jones for the Amer-
ican Telephone and TelegTaph
Company; a series of fifteen text-
films on engineering drawing for
McGraw-Hill, of which According
lo Plan received an. award from
ihe Chicago Film Festival; In the
Temple and in Every House and
Into the Good Ground for the
\Vestminster Press of the Presby-
terian Church.
John A. Norli.ng
WiL Marcus
mmm\ <
Frank Goldman
1
Give Program at Wayne University
♦ Frank Goldman and f ed \osk,
I wo lechnical specialists ol The
[am Handy ()r(.anization, par-
ticipated in a panel discussion of
the history of animated drawings
and "stop motion" methods at the
Wa\ne University-Jam Handy Or-
ganization film survey series on
•April 20 at the university in De-
troit. It was preceded by a show-
ing of a film featuring stop motion
and animation.
Mr. Goldman, a pioneer in stop
motion photography, is among the
first to have used the technique in
a film in 1924 dealing with the
assembly of a telephone set for the
Hell I elephone Company.
Leslie Roush Opens New Offices
♦ Leslie Roe sit Productions,
Inc., producers of motion pictures
and slidefilms, have moved to
their new offices at 333 West 52nd
St., New York Citv.
John Fletcher to Public Health
♦ |oHN E. Fletcher, formerly
production manager with Eddie
-Albert Productit>ns, is now with
the United States Public Health
Ser\ ice on assignment to the Scien-
tific Reports Branch of the Na-
tional Institute of Health, Bethes-
da, Maryland. Part of his time
will be devoted lo advising com-
ponent instilules on the planning,
preparation and distriljution of
audio-visual materials in the fields
III health and medicine.
Film Counselors' Mailing Piece
♦ Film Cot nseeors, Inc., 8 West
lOth Street, New York, is offering
to sponsors and users of business
films a new memorandum describ-
ing the firm's consulting and
supervisory services.
Join Transfilm Creative Staff
♦ WiiiiAM f. Ko( H and Richard
1). Farrell have joined the writ-
ing staff of Transftlm's slidefilm
department.
NUMBER 3
VOLUME II • 1950
41
For 16mm. Film — 400 to 2000 Reols
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
original
Cases
this
PPINCl MARK
Type Titles
... a small item in the
cost, but a big factor in
the appearance of the
finished production.
THE KNIGHT STUDIO
341 EAST OHIO STREET • CHICAGO 11
CHECK THESE USEFUL ITEMS
Neumade Products Offers Improved
Electric Film Rewind Equipment
♦ Klliiiiiii lihii li.iiullinj^ !iij;li-
lii;his iIk' iuw rkdric rewind unit
nianuLictincxl In Xfimadk Prod-
I'cis Corporation.
Based on models I'D- 1 and PD-12,
the rewind unit incorporates addi-
liiiiial leatmes and improvements.
■Motiir temperature and power
(uit|jiit are reduced through a
specialK tlesi_i*ne(i tooling Ian.
Other achantages include:
1 ) E\tra hea\y-duty wiring.
2) Improved foot rheostat —
tendency for the control unit to
creep is eliminate.
3) Preset foot control for an\
desired rewind speed.
■1) Rheostat unit can be pre-
drilled for permanent location.
f)esign permits knee control for
rewind operation.
« * *
Thermo-Stylus Kit by Fairchlld
Designed to Improve Disc Recording
♦ Foi perle<ting soinid tone ill
disc recording, the Kairchild Cor-
poration offers a new-type cutting
stvlus, plus cutter adaptor and a
heat control. The Fairchild pack-
age, known as the Thermo-.Stylus
Kit, applies recent advances in
thernio-plastic recording.
The heated cutting tool makes
swift, clean strokes through the
lacquer disk. Highly polished side
walls mean elimination of surface
noise and difficulties due to pro-
duction differences in recording
blanks aie definitely reduced. An
ama/ing dynamic range is said to
be registered with the Thcnno-
St\lns Kit.
Audio-Visual Equipment for Projection and Production
Tape Attachment Adds Sound to
the Automatic Selectroslide Unit
♦ Sound is now available on the
automatic Selectroslide units man-
ufactured by .SpiNt)LER & Sauppe,
of Los .Angeles, Calif. This new
development can be jnit on any
Selectroslide projector and pro-
vides a con\incing sales talk to
accompanv automatically the col-
orful slides projected by the com-
])letelv autoiuatic Selectroslide.
The sound unit, a modified tape
recording t\pe, makes possible
sound and nuisic intervals syn-
chronized to the slide sec]uence.
Slides are shown at \arying inter-
vals, depending on the length of
the recorded message that accom-
panies it.
When the 16 or 48-sIide cycle is
completed, the sound unit is au-
tomatically ready for repeating,
without a pause in the narration
or music. Thus, attention free
projection and sound is available
for days, with no further attention
necessary.
Full information on this high-
fidelit\, completely automatic
should unit, now combined with
the Selectroslide can be obtained
from the mantifacturers, Spindler
it Sauppe, 2201 Beverly Bhd., Los
.Angeles 4, Calif.
New Stop Watch for Film Editors
♦ .-\ iiselid gadget lor lihn pro-
ducers, editors and scriptwriters is
.SPRING CLEANING SALE
Close-outs from our $250,000 stock
Houston 16mm Pos Neg Processor, value $4000 ... $1 795 —
Clnephon Camera, mtr., 4 lenses, etc. value $2000. 795
Auricon Cine Special Blimp, new, shopworn 269 S.O.S. ARE ALSO AGENTS FOR:
Art Reeves type 35mm Sound Recording System .... 1 995
Eyemo 71 K Cameras less lens 135 ^^^^ Animation Brldgamatlc Developers
Colortran 5000 Kll, reg. $193, like new 129 Auricon 16mm line Blue Seal Recorders
Background Process Proiectlon outfit, Bodde Screens Hallen Recorders
worth $15,000 4995 Colortran Lltes Mognecorders
Film Phonographs w 1200 rpm drives 395 DePue Printers Klnevox Tape Recorders
Art Reeves Sensltometer, orlg. $1250 335 fearless Dollies Hollywood & Uhler Printers
Depue I 6mm sound printer, new (plus tax) 2500 Nord Cameras Zoomar Cine Bolowstor Lens
Send for 1 950 Catalog Supplemeni showing hundreds more
wonderful buys! MANY ITEMS AVAILABLE ON TIME PAYMENTS
.U.o. UlNtlVIA oUrrLY UUKr. 602w 52ndST.,N v c. ^;j;:;ju"" " """""""" "
a stop watch graduated in Itimni
and .H.'jmm feet per second. The
.Arthur C. Sogno Company in the
R.C.\ Building, Rockefeller Cen-
ter, has two models. One, a pocket
watch called the Filmeter, sells for
.$28. The other, a handsome wrist
watch in the Compax series of
chronographs made by Uni\ersal-
Geneve, has both 16mm and 35nmi
footage scale and a 1/5 second
stop watch that will permit inter-
mission stops and continue timing
from a point already readied. It
also has a 30-minute footage re-
corder dial and a 12-hour recorder
dial, plus, of course, a standaid
watch dial and secoird hand. The
Film Compax sells for S95 in stain-
less steel and SI 60 in gold.
* # «
Optical Effects Unit Announced
by New York's Camera Mart, Inc.
♦ The Camari Oimical F.efecfs
Unit has just been released by the
Camera Mart, Inc. at 70 West
4,5th Street, New York. When
placed before the taking lens of a
motion picture or television cam-
era, this unit will split the image
into two, three, four, or six iden-
tical iiu.Tges on a single frame, de-
pending upon the prism which is
used.
These images can be made to
revolve around each other simply
by turning a small crank in the
prism housing and the images will
rotate in either a clockwise or
counter - clockwise direction. A
(cont'd on next page)
Improved Camera Tripod —
♦ An imjiroved Camart
Tru'Od (shown below) has
been especially designed for
the Cine-Special Camera.
It enables changing film
chambers and winding
without removing camera
Ironi the tipod. Height: 26
to 64 inches. Price: $110
including tax. .Available
fiom Camera Mart, Inc.
42
BUSINESS SCREEN (vl A G A Z I N E
iiiontanc unil is inrliulcd with a
onc-lliinl lins opciiinj; for tlic
filniiiifi ol liiiTc (liflciciil sioiics
on I he same Iraiiie.
rlie <oni|)lctc unit with a lour
surlacc prism is |)riceil at $90.75
plus federal excise tax. Other
prisms arc available on order.
Video Research Firm Develops a
Midget Self-Contalned Projector
♦ Trobabh the suuilkst anil light-
est automatic soiuid motion pic-
ture projector to ever hit the mar-
ket is a new dexelopnient of the
GlLBtRT-WlLSON PrOJKCTOR COR-
PORATION, 512 Fifth Avenue, New
Voik. Weighing but 23 pounds,
the Gilbert-Wilson VmEOMETER is
a small case measuring 8 by 8 by
16 inches and containing a battery
operated automatic continuous
projector with a capacity of 12
miniues of 16mm sound film.
Xeat in appearance, the Vide-
onieter looks very similar to a port-
able seven inch TV receixer and
is finished in tan leather. Al-
Thf Gilbt'it-U'ilsoji I'idrowetrr
though none have been sold to
date, designer and engineer James
Wilson expects to be able to pro-
duce from 75 to 100 per week in
the next few months, at a selling
price of less than $300.
The \'ideometer grew from the
demands of Gilbert Tele\ ision Re-
search, an affiliate of Eugene Gil-
bert's ^■oulll Research organi/a-
lioM. (.ilbrit l)ilie\cil that telc-
\isiciii audiences should not be
alik ici re(i)gui/e W lonimercials
jiisl Ironi M'rbal destriplions or
stills shown by his researchers. He
l)clie\ed the only solution was to
recreate, as alike as possible, the
actual commercial as seen on tele-
\ ision. At the same lime, he felt
ih.ii a\.iil.il)K- continuous pro-
jeitors were too bulky and heavy
to carrv easily and hard to set up
lor tele\ision research purposes.
rhe ctnreni model Videometer
is slighth larger and heavier than
the original model, which resem-
jjled a field telephone and weighed
less than 16 pounds, but the pic-
ture and sound are much better in
the later model and c^uiie ade-
quate for research use.
Beyond its original use in re-
search, howe\er, Gilbert-\Vilsoii
has set its sights for the Videome-
ter on the larger market of a sales-
man's projector for showing busi-
ness films and film versions of TV
connnercials in prospects' hoines
and offices. .\t the piesent time
the firm is negotiating for manu-
facturing and assembly locations
and is planning ser\ice facilities
on a nationwide scale.
.\s used bv Gilbert Television
Research, the Videometer is ideal.
The projector can be placed on a
table and started immediately at
any time as no warm up is re-
C|uired. Gilbert interviewers ask
questions first without aid of the
Videometer and then repeat the
questions after showing the films.
Where a sponsor uses a pre-
dominantly audio or video com-
meicial, the impact of one alone
or both together may be tested by
using sight or sound separately. It
is also possible to pre-test commer-
cials by varying the audio content
on a test reel. •
FIIM LIBRARIES
How to Buy More Film Without Expanding Your Budget
PEERLESS FILM TREATMENT starts your new prints off right,
helps them resist damage, keeps them in good condition longer.
Money saved on replacements is money to buy additional films.
PEERLESS is the ORIGINAL vaporating protection for film —
The Complete, Permanent Treatment . . . proven by 16 years
of Increasing use . . . steadily Improved . . . never equalled.
SPECIFY "PEERLESS FILM TREATMENT" in your orders for
films. Send your untreated films to Peerless licensee nearest you.
Write for "Where They Are."
fiemea
TERiESS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 1 9,. N. Y.
PROCESSING PLANTS IN NEW YORK AND HOLLYWOOD ^
Now! AUTOMATIC
P >uije.cUo*t
w-VtU Belect^joAiixlte
AUTOMATIC PROJECTION
This exciting development makes it pos-
sible to show your product, in full color,
in 48 reolistic displays PLUS the odvon-
tages of a recorded, convincing soles
talk that chonges as the Selectroslide
changes slides. And when the 48 slides
ore shown, the sound unit is ready to
start again — automatically. This tireless
salesman repeats your convincing sales
message for a few cents a day.
The oulomatic slide chonging by the
FOR
Se//ing-fraining —
convenfions — disp/ays
— sa/es rooms — /obbies.
Selectroslide is controlled entirely by
the tape recording so thai explanations
of varying lengths can occompany any
slide. There is no pai;se in narration or
music OS slides change and the entire
process is entirely automatic — running
for days without further attention. Any
Selectroslide unit, now in use, con be
equipped with the high-fidelity, auto-
matic sound attachment. Write for in-
formation.
SPinOliER & SRUPPE
2201 BEVERLY BOULEVARD
LOS ANGELES 4, CALIFORNIA
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DO
. VARIABLE SPEED 8-64 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Veil DC variable Speed 8-M
Frames.
115 Volt AC 60 Cycle, Synchronoui
Molor, Single Phase.
220 Vol! AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
Animation Motors lor Cine Special, Maurer
and MitcheU Cameras. Motors for Bolex and
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 1 0, N. Y.
NU )»« B E R 3
VOLUME II • 1950
43
Ihf Hallen Jr.
Synchronous
Magnetic Recorder
$895
00
hallen
CORPORATION
3503 W. OLIVE AVENUE
BURBANK • CALIFORNIA
Byron of Washington
(CONTINUED FROM PAGE THIRTY)
front door, there emanating from the tele-
\'ision set was Senator Connally making his
statement on the door of the Senate an hoiu
earlier. The WNBW Camel News Caravan is
tele\ised from the Wardman Park Hotel at
7:^5 p.m. During the Judith Coplon trial,
footage was taken and televised within 45
minutes.
Age of speed indeed! N.B.C. can perform
these connnunication marvels because of this
phenomenally fast and efficient laboratory and
Peerless film treatment is given all
Byron films — originals and prints— with-
out charge to the customer.
producing organization two miles from the
Capitol. Every day the news film is rushed to
Byron's for developing, cutting, and editing
for telenewscast at 7:45 p.m.
Although a very small proportion — about
one per cent — of the organization's work, these
feats for television do exemplify the speed and
accuracy which have come within a relatively
short time to be associated with the name of
Byron.
Here, loo, one ma) come for production
from start to finish. Although not yet common
in 16mm work, all dialog was used in the
Byron-produced Magic Touch, a 2-reel sales-
training film in commercial kodachrome for
the Wood Office Furniture Institute of Chi-
cago, with 18 people in the cast. Prints of
Invitation to the Nation for the Greater Na-
tional Capital Committee, Washington Board
of Trade, were sent abroad by the Lf.S. De-
partment of State. In circulation for the
.American Cancer Society are one thousand
prints of The Clock Strikes You. •
Below; /n production at Byron
for Wood Office Furniture Institute.
THE MART MESSAGE
MP and TV Producers are using —
COLORTRAN LIGHTING
Ain:izing new 750, 2000, and 5000 watt units in
lightweight cases use ordinary 150 watt bulhs on
15 to 30 amp fuses, capturing high intensity pro-
fessional lighting. Send for illustrated booklet.
CAMART PRODUCTS
CAMART OPTICAL EFFECTS UNIT for lepro
tlucing foiii identical images on a single frame
lotating around each other, and montage unit for
three diiterent scenes on same frame. Suitable for
motion picture and television cameras. Price $99.75
plus federal excise.
CAMART TV MIKE BOOM, 13' extension arm. S'
height, rear handle for mike control, silent mo\(.
ment on l)aU-bcaring wheels, folds to ht in yom
car $281.85
CAMART TRIPOD with narrow head for Cine-
Special or wide plate for other type cameras, smooth
pan and tilt action, extends to 64". complete with
libre l)00ts. including excise tax $110.00
ARRIFLEX HEADQUARTERS
35mm Arriflex camera ideal for newsreel and tele
vision, choice of Primoplan. Astro, or Zeiss lenses,
two "2.00' magazines, sunshade and filter holdei
Priced from §725-00 and up.
HALLEN B-22 RECORDER
Synchronous for 16 and 35mm cameras, using
171 -imm magnetic fdm. frequency response to 10.000
cycles. Price $1,850.00 FOB.
WANTED: 16-35nim Production, laboratory, and
editing etpiipment. Moviolas, Mitchells. Tripods,
Send listing for liberal cash offer.
THE CAMERA • MART INC.
70 WEST 45th ST.
NEW YORK 19, N. Y.
CABLE ADDRES5-CAMERAMART
WORLD-WIDE SERVICE
. t. SPECIALIZED ,c
IS LABORATORY >*^
"" ( SERVICES ) """
COLOR • B&W • BLOWUPS • REDUCTIONS
35mm
3-COLOR PRINTS
ENLARGED DIRECTLY FROM
16mfii COLOR ORIGINALS
16mm Optical Printing-masters tor
use in making color release prints
Precision Fine Grain B&W Blow-up
Negatives from 16mm Originals
Special Effects • TV Film Services
Slides Duplicated Optically
Experimental Work
FILMEFFECTS
OF HOLLYWOOD
1153 N. Highland Avenue
Hollywood 38. Calit.
Hollywood 9-5808
44
BUSINESS SCREEN MAGAZINE
iiiii«iiimiiiii»iiiiiii»iiiBiiiiiiiiiiisiii!iiiiiiiiii«iiiiiiiiti«iii'iiiim
PRODUCERS • CREATORS
SLIDE FILMS
• CM,
# JMack and
While
35 mm
SLIDES
"Individualized Serv-
ice" customed to your
most exacting require-
ments.
No order to small—
none loo lorge.
Prompt, courteous at-
tention.
Masters mode from
original artwork —
and duplications.
Completely automatic
processing equipment.
We spec/aflze \n
^\ion^\ty production
for the trade.
Detailed SERVICE
PRICE LIST No. 200
on request. Wnf e,
phone, wire —
FILM
STRIPS
(o/uaniittf
DUPLICATIONS
Any Size Transparency
In Any Quantltv
SLIDE
MOUNTING
Glass or Readymounts
CUSTOM MADE
COLOR PRINTS
Wash Off Relief - Carbco
I OVER 50,000,000 SLIDES PRODUCED s
I mWlCoLfiL LABS. I
I 424 EAST 89th ST., N.Y.C. SAcromento 2-4894 |
I NEW YORK OFFICE: 18 EAST 42nd ST. VA. 6-2900 |
I CHICAGO OFFICE: 30 W. Woshinglon St. Fl. 6-4450 |
iiioi!iiiiiii:;:ii!iri;iii,!!,,ii :.!,,:,■■-, r^iiciiiiil
EDL SOUND READER
Used wi+h Rewinds For Editing
1 6nnm and 35nnm Sound Film
* Completely self contained. PM Speaker, volume
control, off on switch, etc.. all inside compact
6%" H X 6" \V X 6" deep case. Weight 7 lb.
* 3W audio power.
if Operates on 117V 60 cycles .A.C.
"k No Fly \Vheel— instant start and stop, with no
damage to film.
if Price $165.00 net F. O. B. Chicago.
EDL COMPANY
MILLER STATION, GARY, INDIANA
Teamwork for Sellin
(CONTINIEI) FROM I'.^Gt T\V KNT V-N 1 N K)
lactory sales training director. They will be
kept constantly informed of all sales training
plans, materials and programming. They will
serve as the clearing house in their distributor-
ship for an\ information and any needs which
may arise to impro\e the dealer's or his sales-
man's selling skill.
The sales training materials for each meet-
ing are mailed bv Wilding Picture Produc-
tions. Inc. to all sales training directors on the
first of each month. They will conduct these
meetings by the I2th of each month for all of
their dealers, making as many meetings as nec-
essary so that their dealers will ha\e to tra\el
not over fiftv miles and so that the meeting
will have groups of from fifteen to twenty
attending each session. All training materials
have been handsomely packaged by \\'ilding
so that each distributor will have a neat and
orderly slidefilm tile which may be readily used
tor reyiew purposes at any time.
The burden of the cost — approximately a
quarter-of-a-million dollars — is carried bv the
factory. Distributors and dealers, however,
contribute an agreed upon amoimt yvhich is
sent in monthly to the factory.
While there was some hesitancy on the part
of some distributors and dealers to accept the
program in toto when it was first presented to
them, the showing of the new motion picture
and the enthusiastic response to the motivation
meeting yvhen it was held in the field by the
sales training directors, has convinced AVillys-
Overland management that it has found a
sound and practical solution to the many dif-
ficult sales problems, which were presented at
the time this program went into the field. •
* * *
Willys' Sales Promotion On the Job
if .^11 of Wilhs' executiye personnel on the
sales and sery ice front took an active part in
working out the field utilization ideas as well
as actual content of the training program
among dealers and distributors. One such ac-
tive participant merits especial mention in
these colmnns.
He is E. L. (.\ndy) Anderson, sales promo-
tion manager of Willvs-Overland Motors,
yvhose' efforts and prey ions field experience
yvere invaluable in achieving distributor ac-
ceptance of the g^^^^,,.. j. ^ Anderson
program and co-
operation in its
budget costs. -An-
derson is among
those young men
whose visual aid
experiences in
the recent y\ar
effort gave them
first-hand knoyvl-
edge of these use-
ful training tech
niques. .\s sucli.
he is an enthu
siastic supporter
of their use.
Film and Record
Carrying Cases
STANDARD
Senior Case
Carries and
Protects up to
16 lU"cans
and 16
16 records
four choice
of colors
Being the largest manufacturer of these cases In
the industry, we are organized to give you what
you want in size, design, color and special ar-
rangements.
We meet your deadlines. Ask any Detroit agency.
WRITE for our Standard Price List
PANDORA PRODUCTS CO.
929 Efon Road
BIRMINGHAM. MICHIGAN
NUtviBER 3 • VOLUME II • 1950
45
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 182 High St.. Hartford 5.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 915 12th St.
N.VV., Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MARYLAND •
Robert L. Davis, P. O. Box 572,
Cumberland.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Ideal Pictures, 40 Melrose St., Bos-
ton 16.
Gilbert & Kelly, Inc., 134 Mid-
dlesex St., Lowell.
Massachusetts Motion Picture
Service, 132 Central Ave., Lynn.
Bailey Film Service, 59 Chandler
Street, Tel. 4-0214, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
A. B. T. Productions, Inc., 460 W.
54th Street, New York 19.
Association Films, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55th St.. New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Ideal Pictures Corp., 207 East 37th
St., New York 16.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Mogul Bros., Inc., 112-114 W. 48th
St.. New York 19.
Nu-Art Films, Inc., 145 W. 45th
St., New York 19.
Jack Patent, 13 East 37th Street,
New York 16.
Shaw Visual Education Service,
150 Linden St., Syracuse 3.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 Stale
St., Albany. Also 28 Genesee St.,
New Berlin, New York.
• PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
Harry M. Reed, P. O. Box No.
447, Lancaster.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington
St., Phone 2-5311, Box 6095,' Sta-
tion A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Wilfred Naylor, 1907 Fifth Ave.,
No., Birmingham 1.
Stevens Pictures, Inc., 506 Eight-
eenth St., North, Birmingham.
• FLORIDA •
Ideal Pictures Co., 1348 N. Miami
Ave., Miami 36.
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1615 Hendricks
Ave., Tel. 9-1906, Jacksonville.
Southern Photo and News, 608
E. LaFayette St., Tampa.
• GEORGIA .
Ideal Pictures Corp. of Georgia,
52 Auburn Ave., N. E., Atlanta.
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• KENTUCKY •
Hadden I6mm Film & Projection
Service, 423 W. Liberty, Louis-
ville 2.
Ideal Pictures, 423 W. Liberty
St., Louisville 2.
• LOUISIANA •
Ideal Pictures Co., 3218 Tulane
Ave., New Orleans 19.
Stanley Projection Company,
2111/^ Murray St., Alexandria.
Stevens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
Stirling Visual Education Co.,
1052 Florida St., Baton Rouge.
Delta Visual Service, Inc., 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. Stale
St., Jackson 2.
• TENNESSEE •
Sam Orleans and Associates, Inc.,
211 W. Cumberland Ave.,
Knoxville 15.
Frank L. Rouser Co., Inc., P. O.
Box 2107, Knoxville 11.
Ideal Pictures Corp., 18 S. 3rd
St., Memphis 3.
Southern Visual Films, 687 Shrine
Bldg., Meinphis.
Tennessee Visual Education Serv-
ice, 416 A. Broad St., Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
Ideal Pictures, 219 E, Main St.,
Richmond 19.
National Film Service, 202 E.
Gary St., Richmond.
• ARKANSAS •
Democrat Printing and Litho- '
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main i
St., Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 28 E.
Jackson, Chicago 4 — HAr 7-
2691
Association Films, Inc., 206 S.
Michigan Ave., Chicago 5.
Ideal Pictures Corp., 65 E. South
Water St., Cihicago 1
Jam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago 1
lip!
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
I
--46
1U5INESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictuies, 614 N.
Skinkcr ISh tl., St. Louis 5, Mo.
• INDIANA •
Ideal Pictures, 1214 Pennsyl-
vania St., Indianapolis 2.
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA •
Pratt Sound Films, Inc., 720 3rd
Ave., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409- 1 1
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis I.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
! • MICHIGAN •
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
1 Detroit I.
1 Jam Handy Organization, Inc.,
■ 2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lo\-
ell St., Kalamazoo 8.
• MINNESOTA •
Ideal Pictures, 301 W. Lake St.,
Minneapolis 8.
Midwest Audio Visual Company,
1504 Hennepin .Ave., Minneap-
olis 3.
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library. 2514 Clifton
Ave., Cincinnati 19.
.Vcadeniy Film Service Inc., 2300
Payne A\c., CIcvclaiul 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleve-
hnid 12, Ohio.
Fryan Film Service, 3228 Euclid
.Ave.. Cleveland 15.
Sunray Films, Inc., 2108 Payne
.Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films, Inc., 29 Central
Ave., Dayton 1 .
James B. Upp Motion Picture
Service, 639 Broadway, Lorain.
M. H. Martin Company, 50
Charles .Ave., S. E., Massillou.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
ville.
WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig .Ave., .Altadena.
Coast Visual Education Co., 6058
Sunset Blvd., Hollywood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Ideal Pictures Corp., 2408 W. 7th
St., Los Angeles 5.
Jam Handy Organization, Inc.,
7046 Hollywood Blvd., Los An-
geles 28.
Raike Company, 829 S. Flower
St.. Los .Angeles 17.
CaiToll W. Rice Co., 424 - 40th St.,
Oakland 9.
.Association Films, Inc., 351 Turk
St.. San Francisco 2.
C. R. Skinner .Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Ideal Pictures Corp., 714 18th St.,
Denver 2.
Home Movie Sales Agency, 28 E.
Ninth .Ave., Denver 3.
• IDAHO •
Howard P. Evans, Audio-Visual
Equipment, 305 N. 9th, Boise.
• OKLAHOMA •
Vaseco, 2301 Classen. OklaliDuia.
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave., Tulsa 5.
• OREGON •
Audio-Visual Supply Company,
429 S. \V. 12th .Ave., Beacon
3703, Portland 5.
Cine-Craft Co., 1111 S. W. Stark
St., Portland 5.
Ideal Pictures Corp., 915 S. W.
10th Ave., Portland 5.
Moore's Motion Picture Service,
306 S. W. Ninth .Ave., Portland
5.
• TEXAS •
Association Films, Inc., 3012
Maple .Ave., Dallas 4.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Ideal Pictures, Inc., 4000 Ross
-Ave., Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 41 E. So.
Temple St.. Salt Lake City 10.
Ideal Pictures, #10 Post Office
Place. Salt Lake City 1.
• WASHINGTON •
.Audio-Visual Supply Company,
2450 Boyer Avenue, Franklin
2068, Seattle 2.
Rarig Motion Picture Co., 5514
University Way, Seattle 5.
• HAWAII .
Ideal Pictures, 1370 S. Beretania
St., Honolulu, T. H.
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
Audio-Visual Supply Company,
Toronto General Trusts Build-
ing, Winnipeg, Man.
Radio-Cinema, 5011 Verdun Ave.,
Montreal, Quebec.
FOREIGN
Distribuidora Filmica Venezolana,
De 16MM., S.A., Apartado 706
Caracas, Venezuela, S.A.
There's An Audio-Visual Specialist in Your Toivn!
•k Contact the specializing dealers listed in these pages
for dependable projection service, projector and accessory
sales and maintenance and for your film needs.
Many of the dealers listed carry stock libraries of train-
ing, informational and recreational films for your pro-
grams. They are also qualified to service projection equip-
ment for maintenance and repair. For address of dealers
in towns not listed here write: The National Directory of
Visual Education Dealers, 812 No. Dearborn Street, Chi-
cago 10, Illinois. Dealer listing imiuirics are invited.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT. FILMS AND PROJECTION SERVICE
NUMBER 3
VOLUME II
19 5 0
47
The Index of Sponsored Films-II
(CONClA'»l\<i IHIS sl'l ( 1 \l 11 \
1 \ Kl Willi 11 llll.lNS 0\ !■
\C.l 1 W 1
\()1.. N
\ 1 N
-MM)
I'agc
SPONSOR
U.S. .Air Force
PIC'IURES
.4ir Power
,V l.SSl !■
I-ul) .".0
\1
No.
I -.36
1-30
VII-37
U.S. .Army -Air Force
■mj This h l-Ughl Servuf
Nov 49
X
Take Time jiir Tomorrow
Nov 49
X.
VlI-37
t.S. BllKb\LI OF MINE'S
■S/oiv "/ a Spiirk^yiiig
Wyoming and Its Xatural
Sep 49
.N
\I-41
Resources
Aug 49
.N
U.S. DCI'T. OF .\(.R1CII|.11!RE
Only a Buncli of Tools
Jul 49
.N
IV-35
U. S. ELECTRICM. MllTllKS. IM .
Sl>ecilication Syncrogear
Dec 48
l.N
\ 111-10
U. S. Rubber
Safety Zone
Feb 49
.N
1-25
U.S. Steei. Corp.
An dreiiid for Mr. Jordan
Sepl 49
\
UNiVERSin- OF Iowa
Fame of the Bhick and the
Cold
Nn\ 49
\
VI 1-26
Varsitv Store Merchandiser
Counter Care
|ul 49
.N
IV-28
Walker of Conshohocken
Eh-rtrieal Conituilnrs and
lice 49
\ \ 111-Z4
Raceways
Wamslfta Mills OF Nkm Bidforp
The Wamsutta Way
.\pr 49
-\.
11-26
IV-36
Weirton Steel Co.
Tinplate
Jul 49
Western .\ir Lines
Glacier Park 6- The Canadian
Rockies
Dec 48
l.N
VIII-36
Westinchouse Electric Co.
Ifs CSP For Me
You Can Be Sure . . . If Ifs
May 49
.N
III-2li
Meslinghoitse
Apr 49
.\.
11-25
You Can Be Sure-If It's
llestinghouse
Jul 49
.\
IV-28
Wilbur-Ellis Co.
Land of the Southern Star
Sep 49
.N
\'I-36
Wood Office Furniture Assn.
The Magic Touch
May 49
,N
111-28
The King Means Business
Nov 49
.>!
VII— 34
Here's Your Worksaver
Mav 49
.N
111-35
Here's Your Worksaver
Sep 49
.N
VI-41
Western Golf Assn.
Honor Caddie
Mav 49
\
111-37
Zurich Insurance Co.
A Word to the Wise
Helping Hands-Electrical
Hand Tools
This Way Out
May 49
,N
III-IO
Then It Happened
^
PRODUCERS
Your reputation is built through your productions.
Make sure that audiences see and hear what you
worked long and hard to achieve . . . unmarred by
distracting film damage that may spoil the whole
effect.
Protect your productions . . . and your reputation. Include PEERLESS
FILM TREATMENT in your production budget.
Producers have recognized the vaporating protection of PEERLESS FILM
TREATMENT for 16 years. PEERLESS p/anis and PEERLESS licensees-
from coast to coast— stand ready to serve you. Write for "Where
They Are".
TERLESS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 19,;n. Y.
PROCESSING PLANTS IN NEW YORK AND HOLLYWOOD^
35m color prints from 16m originals
BY THE LARGEST INDEPENDENT OPTICAL PRINTING CONCERN
Top American and Foreign Producers turn to Cinema Research where each
job has the advantage of the finest equipment in the motion picture industry
plus the personal attention of our staff of experts.
Other Optical Services: Color or Black and White
• DISSOLVES, WIP^S • 16 to 35mm BLOWUPS
. TITLES, ANIMATION • 35 to 16mm REDUCTION
• ZOOMS, MONTAGES • 35 to 35mm MASTERS
• MATTE SHOTS .^^^^^^ - • 16 to 16mm MASTERS
)oii\ J. Chisholm. irf<'n(/y-
elected chairman of the Asso-
ciated Motion Picture Producers
and Laboratories of Canada.
A/%ve/v%v«L_
".ielvfiiy the fnuiduce*
Ilesearck
Hollywood 3i, Calif.
HU 2-74M
Will Connelly to Jam Handy
♦ Will, H. Co.NNELLY ha.s joined
the contact and sales promotion
staff of The Jam Handv Organi-
zation, it was recently announced
by George B. Finch, vice-presi-
dent in charge of sales operations.
Mr. Connelly comes to The
Jam Handy Organization with 15
)ears experience in his own com-
pany in Chicago. As a sales train-
ing and sales promotion consul-
tant, he dealt extensively with the
transportation and rubber indus-
tries. During the war, Mr. Con-
nelly was Chief Operations An-
alyst with the Third Air Force.
Before organizing his own com-
panv, Mr. Connelly was vice pres-
ident of a pulilic lelatioiis firm.
Named Director of A.D.L. Films
♦ Maury Glaubman, recently
with Transfilm, is now Director of
Films for the Anti-Defamation
League.
Sponsor Canadian School Films
♦ Educational slidefilms and mo-
tion pictures with industrial or
commercial sponsorship are being
produced by Associated Screen
News Limited, Montreal, in coop-
eration with the Canadian Cham-
ber of Commerce to "collaborate
with sound educational authori-
ties in the incorporation into the
curricula of the true dynamics of
democratic freedom."
.S. .\lexander MacKay. formerly
\isual aids consultant of the firm's
Benogiaph Divisioti has been
named the new educational direc-
tor of the company to carry out
this plan. He has already super-
\ ised production of a number of
film teaching units for classroom
use.
Mr. MacKay took post-graduate
work in audio-visual education at
Clolumbia University, New York.
He is a graduate of McMaster
University and the Ontario Col-
lege of Education in Canada.
Bell & Howell Reports Improved
Earnings in First Quarter of '50
♦ Earnings ol I'.tLi, & Howtix-
Company, Chicago, tor the first
cjuarlcr of 19.50 amounted to
.fSaV.eSO before taxes and .'$323,930
after taxes, or 63 cents per share
on common stock after ]3rovision
for preferred dixidciids, it was
announced at the annual stock-
holders' meeting on .April 19. This
tompares with net earnings of
$61,893.74 in the first quarter of
1949. President Charles H. Percy
stated that the outlook is good for
further improvement in sales and
earnings for the remainder of the
year.
W. E. Roberts, a vice president
of the company, has been elected
to the board. Others reelected are:
C. H. Percy, Albert S. Howell,
Max McGraw, Mark Brown. E. H.
McDermott and C. \'. Clark.
Demonstrate Magnetic Recording
♦ Magnetic recording systems of
Rangertone, Inc. and the Reeve-
sound Company were demon-
strated at the April Technical
Forum of the Screen Directors
Guild in New '\'ork.
Special Purpose Names Hammann
♦ Special Purpose Films, Inc.,
producers of film for screen and
television, announce the appoint-
ment of Jack Hammann as ac-
count executive. Hammann was
former manager of daytime sales
for the Du Mont Television net-
work and prior to that an account
executive with the American
Broadcasting Company.
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE,
INC.
7315 Carnegie Av., Cleveland 3, O.
edl| sound reader
CO
3W Audio Power in One Com
pact Unit — r-i> uiili r.wiiKl
rorfiiillng lU-:;:imiii ^-uiuul KiUm Coniideli
with Optiral Sysi..>ni. Ainiilifier, i'M S|n .ik
er, Voiunie-Coulrdl. (In-iHf S«iirh. I'liii;
In Cord. No Flywheel. No Film Damagp
*\^^" hiEh \ ii"\ t;". 117 v.. w oc. .\r
Precision -en ginppred tliroUKliout. Kl'L piiir
finteed. Details on reiiiiesl.
EDL CO., MILLER STATION, GARY. IND.
$165001
FOB CHICAGO I
vuiur vurryvi
'color correct
'color correct
'color correct
'color correct
'color correct
'color correct
'color correct
'col^r correct
'color correct^
'colour-effect
'color correct
'color correct
'color correct
'color correct
'color correct
'color correct
'color correct
'color correct
'fnlnr t*nrroft
exclusive with
byron
the ultimate in 16mm
studios and laboratory ;
1226 Wisconsin ave., n. w.
phone dupont 1800
Washington 7, d. c.
72 hour service
irst
ALS
It has been the privilege of The Jam Handy
Organization to demonstrate to Marschalk
& Pratt Company and Esso Standard Oil
Company the speed with which The Jam
Handy Organization can deUver.
To get entertainment values in commer-
cials — to make television do a selling job
— progressive advertisers and agencies are
invited to supplement their own staff efforts
with specialized, professional help,
ESENTATIONS • T R A I K IN G A S 5- i S T A N C E
SlI.^E FILMS
JAM HANDY
—for TelevimaU
' TELEVISUALS • MOTION PK
^.
>M^^i^:
m
▼i ^^^Vi
FARM 11 LAI GROUPS _
operated
• 16 mm carbon arc projectioa
equipment is eas)' to operate. Set it
up, turn the switch, and run a per-
fect show the first time. The arc
will operate automatically, smooth-
ly, silently, safely. It is completely
enclosed in a steel lamp house.
Furthermore, you will get pro-
jection light which is four times
brighter than the next best source.
You can seat 100 to 1000 people
without sacrificing visibilitj'. You
get rich, vivid detail in your color
movies. And the actual cost of the
carbons is only ' .) the cost of the
next best competitive source.
For complete details on the car-
bon arc for 16 mm equipment,
write to National Carbon Division,
Dept. B
The term " Salional" is a reshtered trade-mark of
NATIONAL CARBON DIVISION
UNION CARBIDE AND CARBON CORPORATION ,
iO Kast 42nd Street. Nc« York 17, N. V.
Dhlria Sales Offices: Allanlrt. Chicago. DuIIhs.
Kansas Citi. Neiv York. Pillsburfih. San Francisco
\
\ i /y\W^
^-va<
-iiotiRi-'"
, p'«i'
lec*""^
(jHeO
Mobilgas
SOCONY-VACUUM
LEADS
TO
ANOTHER
SOME EIGHTEEN YEARS AGO we produced for Socony-
\acuum Oil Company, Inc., its first sound motion pic-
ture. Since that time — year after year — we have produced
additional pictures for Socony-Vacuum. The total is now
close to fifty. These films have been used to train sales-
men and dealers, to promote sales, to build better rela-
tions with the public. Their record has been notable . . .
Consider "The Inside Story!" First shown in 1937 before
[W hen thousands, e
to compromise wi
a group of engineers, it was directly credited with closing
an industrial lubrication contract running into six figures.
It has since been show n to interested audiences all over the
world. A recent print was shipped to Bomliav. India.
Vie are proud of our long association with so fine a
company. Yet there's no mystery about it, and our friends
at Soconv- Vacuum will be glad to tell vou so. It's just
further proof that one good picture leads to another.
even millions of people, are the final judge, is it prudent
th quality? After all. the TRUE yardstick is RESULTS.
]
CARAVEL FILMS
FIFTH AVENUE
INCORPORATED
NEW YORK.
TEL. CIRCLE
6 110
The MITCHELL "16" is enthusiastically
acclaimed by leading commercial pro-
ducers as the first professional camera to
bring theatre -like quality to the 16 mm
screen. Typically MITCHELL in design
and workmanship, it contains the same
proven features that made MITCHELL
cameras famous throughout the world.
Now at a new low price.
4f/j^cAe// Camera
CORPORATION
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTIIN li^RISENTATIVIl THiODOtI ALTMAN* 511 FIFTH AVENUE • NEW VO«K CITY 17 • MURIAT HILL S-7038
\^ 85% of the motion pictures sliown in theatres throughout the world ore filmed with a Mitchell
li
FILMOSOUND
used by General Mills
Thomas W. Hope. Film Department. General Mills, says:
"We have used Filmosound projectors jor many years in our projection booth
and at ynany locations. A number oj our salesmen use Filmosounds jor showing
films at sales meetings."
General Mills puts movies to work, using them very successfully in selling
Formula Feeds, giving product information, expressing company policy
and educating employees.
To be most effective, industrial films must be shown unobtrusively with
maximum brilliance and with full, natural sound. That's why progressive
leaders in American industry choose Filmosound.
Write today for more information on Bell & Howell projection equipment,
precision-built for industry's needs, and for our new booklet, "Free Film
Sources."
You buy for life when you buy U^|| ^ HOlVOll
7175 McCormick Road, Chicago 45
Above, General Mills salesmen viewing film in projection room.
Inset, Donald E. Lovell, operating Filmosound in General Mills
projection booth.
Single -Case Filmosound.
Weighs only 35' 2 pounds
— easy for your salesmen
to carry. For 16mm sound
or silent film. New Super
Proval lens gives sharper
pictures than ever! With
six- inch built-in speaker,
$399.50.
Guaranteed for life. During
life of the product, any
defects in workmanship
or materials wUl be rem-
edied free (except trans-
portation).
NUMBER 4 • VOLUME
Employees Welcome "Movie Day"
in Thousands of Plants and Offices
,,,:,c<i<tiit!i""!<''^'"-'""'^'""°°"'°°°°°°''
(IL^-^
4 5 6 7 ®9 10 ^
25 26 27 28p^^ .,
HOME MAKING
INDUSTRY
TRAVEL
AMERICANISM
REGULARLY SCHEDULED FILM PROGRAMS
PROVJDE RELAXATION— STIMULATE MORALE— BUILD GOODWILL
Modern Talking Picture Service, Inc.,
have been commissioned to distribute
on a free loan basis more than a hun-
dred top-notch 1 6mm sound motion
pictures sponsored by well-known
American companies, trade associa-
tions, and educational foundations. At
your request. Modern will set up a
weekly schedule of films adapted to
your specific type of audience.
These films are both entertaining
and informative. They may be sched-
uled individually or in well-balanced
sequence from Modern's regional film
exchanges in all leading communities.
WRITE TODAY for free descriptive film
lists and case histories.
MODERN TALKING PICTURE SERVICE. INC.
45 ROCKEFELLER PLAZA • NEW YORK 20, N. Y. • Circle 6-0910
142 EAST ONTARIO STREET • CHICAGO 11, ILL. • Superior 7-0588
Ml
PREVIEW OF CONTENTS
Skction One: The Film Program of the
U.S. Department of Agriculture
.4 Letter Irom Secretary Brannan 17
More Films in the Farmer's Future 18
Motion Picture Service tor Agriculture. . . 19
Producing Agricultural Motion Pictures.. 21
Rural Audiences Are Growing 23
Films Help Protect Our Forests 24
Visual Aid to Conservation Programs 25
Visual Aids for Rural Teaching 34
People Believe What They See 3fi
Section Two: Farm Film Programs
Sponsored By Business and Industry
Section Three: Farm Film Groups
Care and Treatment ol Films 42
Business Screen Departments
New Audio-Visual Equipment 38
Business Screen Executive 40
Pictures and People In the News 44
Late News at Presstime 48
Plus: The National Directory
OF Visual Education Dealers
Issue Four. Volume Eleven of Business Screen Magazine pub-
lished June 26. 1950. Issued 8 times annually at six-week
intervals at 150 East Superior Streft. Chicago 11. Illinois, by
Business Screen Magazines. Inc. Phone WHitehall 4-6807.
O. H. Coelln. Jr., Editor and Publisher. In New York City:
Robert Seymour, Jr., 489 Fifth Avenue. Telephone Riverside
9-0215 or Murray Hill 2-2492. In Los Angeles; Edmund
Kerr. 6606 Hollywood Blvd. Telephone HEmpstead 3171.
Subscription $3.00 a year; $5.00 two years (domestic!; S4.00
and $7.00 foreign. Entered aa second class matter May 2.
1946. at the post office at Chicago. Illinois, under Act of
March 3. 1879. Entire contents Copyright 1950 by Business
Screen Magazines. Inc. Trademark registered U. S. Patent
Office by Business Screen Magazines. Inc. Address all adver-
tising and subscription inquiries to the Chicago office of
publication.
LINE VOLTAGE BOOSTER
1634 South Boston
FOR PROJECTORS
. . . \% fhe answer
to flucfuating and
low line volfage —
-^ increases
illumination
if increases clarity
of sound
Can raise 85 volts to 120
volts with 1 250 watt load.
• Tulia, Oklahoma
BUSINESS SCREEN MAGAZINE
s
alesnien in the United States number 3.7 million men,
according to reliable statistics. That figure is 600,000 less
than the total before the war.
To maintain 60 million workers on their jobs, it is estimated
that 2 million more are needed to present and demostrate and
sell our manufactured products.
To prepare this vast army of men so they will sell effecti\'ely
in the field is no small task. However, instruction of salesmen
in the principles of sound business practice can be accomplished
more speedily and thoroughly with a program of audio-
visual media.
Wilding will be happy to counsel with you on your problems
that involve training to sell your product.
CHICAGO^
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd
CLEVELAND
310 Swetland Bldg.
HOLLYWOOD'
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
i
WILDING
PICTURE PRODUCTIONS, INC.
)TION PICTURES . SLIDEFILMS . TELEVISION FILMS
Brush has the product
...the sales plan
...and the future
fi
8 BEAUTIFUL MODELS
TO SUPPLY
EVERY MARKET
Brush is first ... in faithful repro-
duction, in variety of models, in
popular price that still leaves room
for dealer profit. Models to record a
half-hour or an hour. Every wanted
feature that makes selling easy.
BIG ADVERTISING
. . . SALES HELPS
. . . SALES TRAINING
. . . PUBLICITY
The Brush sales program is in-
spired, complete and practical . . .
the most comprehensive and pro-
duaive in the whole tape recorder
field. Follow the Brush tested sales
plans and you're sure to wind up
big business ahead.
BUMPER ORDERS
TO COME
In the comic pages, over the radio,
in feature articles in big-circulation
magazines, the Soundmirror by
Brush is getting an avalanche of
public attention. Get behind Brush
and get your share of the bumper
business that's opening up.
. . J7ii& ^/te^eM(ma£ li^& /iecot<&^ amdle^ .
SOOOIHIRROR
®
BY
lBu^4>..
for more than 10 years leaders in magnetic recording
Sotne Exclusive Dealerships Still Open !
THE BRUSH DEVELOPMENT COMPANY, Dept. B-6
3405 Perkins Avenue, Cleveland 14, Ohio
Gentlemen: We're interested in hearing more about the Brush exclusive
dealer franchise for Soundmirror.
Type oj Business .
Firm Name
My Name
Street
City
. Zone .
. State
BUSINESS SCREEN MAGAZINE
There's nething like DETAIL for emphasis
V
YOU GET THE MOST OUT OF YOUR 16mm
FILMS when they are profected with the
Look at the detail in the soap bubbles, the
highlights on the hair, the features of the child's
face. You see them all sharp, clear and realistic
—when scenes like this are projected with the
RCA "400."
Comparison tests of projected screen images
— for detail, contrast, brilliance and depth —
with other projectors have proved that the
RCA "400" is the finest 16mm projector money
can buy.
Compare the RCA "400" on sound reproduc-
tion. You'll hear voices, music, and sound
effects reproduced with the dramatic realism
of theatre-like sound. Compare the RCA "400"
for simplicity of threading, for ease of opera-
tion, for dependability.
Make this convincing test— before deciding
on a l6mm sound projector. Ask your RCA
visual products dealer to let you see and hear
one of vour own 16mm sound films demon-
strated with the RCA "-iOO ". Send for illus-
trated literature and the name of nearest dealer.
Write Department 17F.
RCA "400" JUNIOR. The only single-case standard
Ihmm sound projector oj fully professional quality.
RCA "400" SENIOR. Provides theatre-quality reproduce
tion of Ibmm sound and pictures for larger audiences,
auditoriums or larger rooms.
S^/<.ft(n c5^/W^.- ^nStin C^/ect/&/y
VISUAL PRODUCTS
RADiO CORPORATiOM of AMERiCA
EMOIMEERIMG PRODUCTS DEPARTMENT. CAMOEN. M.J.
In Canada: RCA VICTOR Company Limited, Montreol
NUMBER 4
VOLUME I
4
t4ViCC»^ Sound.On.FiL
UALITY EQUIPMENT - SENSIBLE COST
"r-
AURICON "Cine-Voice" CAMERA
100 FT. 16mm Sound-OnFilm , . . 5695°°
AURICON BLIMP (Sound Proof Uon)
forE.K.Cine-Special 16mmCamera $354^
"AURICON-PRO" CAMERA
200FT.16mmSound-On-Film . . mSl°°
"AURICON 1200" CAMERA
1200 FT. 16mm Sound for 33 minutes
Continuous Recording $286020
AURICON Synctifonous Motor Orive
forE.K.Cine-Speciall6mmCamera $145?2
MOOULIIE Soond-On-Filfn Recording
GALVANOMETER
Variable Area or Variable Density 545025
AURICON Sound-On-Film Recordmg Cameras provide ideal working tools
for 16mm Talking Pictures of all kinds, from Spot l^ewsreels and Sidewalk
Interviews to Major Studio Productions. Free Catalog fully describes this
Auricon Equipment m detail, plus "Double-System" Recorder, Dual
Phono-Turntable, and other Sound-On-Film Equipment. Sold on a 30 day
money-back approval basis. Vlfrite for free Catalog.
BERNDT-BACH,Inc.
7387 Beverly Blvd., Los Angeles 36, Calif.
GUARANTEED ONE YEAR
RCA LICENSED
MANUFACTURERS OF SOUND-ON-FILM RECORDING EQUIPMENT SINCE 1931
NBC's Kinescope Recordings
Are Doubled in Year
♦ rile iirotluttidii ol kiniscopc
recording motion picture film by
the National Broadcasting Com-
pany lias almost doubled in the
past year, Carleton D. Smith, NBC
director of Television Operations,
reported on June 12. Smith spoke
at a demonstration in New York,
at which NBC television engineers
unveiled two improvements in the
transmission of both kinescope re-
cordings and motion picture film.
Despite the . rapid increase of
inter-connecting facilities. Smith
said, kinescopes still played a vital
role in networking of NBC tele-
vision programs. This is demon-
strated in the virtually 100 per
cent increase in the production of
kinescope film in a little over a
year.
In the first week of May. Sinith
said, the kinescope recording sys-
tem recorded 51 regular NBC tele-
vision commercial, sustaining and
special programs as against 28 in
March, 1949. Last year, the net-
work was producing virtually 50
per cent more product on an an-
nual average than the production
of feature films by the major mo-
lion picture studios. That rate lias
now been doubled, too. Smith
said, making the NBC television
kinescope production 100 percent
greater than the Hollywood
studios' output of feature film, on
an annual average basis.
NBC is currently shipping 325
prints a week, or a total of 496
programs, to stations from coast to
coast. This figure is accounted for
by the fact that many prints are
bicycled from one station to an-
other. Each week the network
makes a total footage of over 400,-
000 feet of kinescope recording
film.
* * #
Paramount Executive Discloses
TV Investment Tops Theatre Field
♦ " 1 he total inxeslment In (kite
in the television industry is esti-
mated at §3,500,000,000 inckiding
stations, receivers, transmitting
facilities, and manufacturing
|)lanis," according to Richard
Hodgson, director of technical op-
erations, TV Di\ision, Paramount
Pictures Corporation. Capital in
vestment figure for the tlieatrical
film industry is $2,880,000,000.
PERTINENT FACTS ABOUT
AGRICULTURE'S PICTURES
♦ Starting in 1908, the Depart-
ment of ."Xgriculture pioneered
educational films, to help carrv
needed information to farm
people.
Department of Agricuhure films
are informational and instruction-
al in type. They are designed to
demonstrate improved metliods in
agriculture and home economics;
to stress the need tor conservation
of soil and other resources; to
explain the farm credit system, the
rural electrification program, for-
estry, land use, marketing, and
kindred subjects; and to help in-
crease the effectiveness of coopera-
tive extension work.
# * *
♦ Seventy-two local cooperating
film libraries — in every state,
.Alaska, Hawaii, Puerto Rico, and
the District of Columbia — and
the regional offices of the Depart-
ment are the chief distributors of
USDA films.
# * *
♦ Facilities of the Department of
-Agriculture for motion pictme
production include laboratory,
sound stage, and animation equip-
ment. Motion pictme personnel
inchides script writers, directors,
cameramen, and sound, animation
and laboratory technicians.
# # *
♦ In the Department laboratory,
optical effects are made, I6ram
and 35mm black-and-white fihii
processed and printed, and 16mm
color film printed.
# * *
♦ USDA films aid agriculture the
world over. Selected subjects have
been translated into 22 languages
by the State Department and made
available for foreign consumption
throug'h its embassies and lega-
tions.
, NEW lr^"Uv\/'""'M(»|»s]
lDiscoKiirjUk«*^'j Wax I
Animation
ioT the producer
whose interest is
high quality as well as
reasonable cost.
"Marching Shirts" from Johnson
Wax Compony's TV Commercials
430 N. MICHIGAN • CHICAGO
samples available
BUSINESS SCREEN MAGAZINE
To give America a better
iderstanding of advertising . . .
ate a greater realization of the
mendous impetus advertising has
to Free Enterprise in giving us
e highest standards of living
lown to man... this is the mission
■ the Magic Key.
s of advertising and industry,
ave acclaimed this 16-mm
id-color film as an important
ution to a greater appreciation
■ our American Way of Life.
STUDIOS
HOLLYWOOD 28 • CALIFORNIA
623 FISHER BIDG., DETROIT 2, MICH. • 430 CARBON CARBIDE BIDG., CHICAGO 1, ILL.
153 E. 45TH STREET, NEW YORK 17, N. Y.
Tor Better A+tention,
seat them comfortably in
AMERICAN ALL-PURPOSE FOLDING CHAIRS
AmiTiran KoWiiig Chairs provide the
ideal seatin;: for employee meetings,
lihii exhihitioiis, cafeterias and din-
ing rooms.These at tract ive.econom-
ical chairs are shaped for comfort.
Bnih strong and sturdy to give
von years of service, they are also
safe— can"t tip over in use. No
snagging or pinching hazards. Fold
quickly, quietly. Light and com-
pact, easv to carry and store.
To make sure you get top value in
folding chairs and all types of pub-
lic seating, insist on products of the
American Seating Company. ^ rite
us todav about your needs. Dept. A.
American Folding Cliair No. 44
Fi^(■-(lll iirea-ret*in-ln»inled hardw
iliirubiy lijcqiiereii.Tri
iilur, reinforced lubii-
lar steel frame; solid -steel cross braces. Dipped
baked-enamel finish. Replaceable rubber feel.
American Folding Choir No. 43
bas same fine construction
features, but with formed
steel seat. ^'o. 4~. also
available, has seat and back
upholsterei^ with hiph-
Crade brown imitation
leather.
(yfmmaut S'etUutff (ofnpa/iy
Grand Rapidt 2, Mich. • Branch Oflficei ond Diitfibulors in Principal Cili
WORLD'S LEADER IN PUBLIC SEATING
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 8-64 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-64
Fratnes.
115 Voll AC 60 Cycle. Synchronous
Motor, Single phase.
220 Voll AC 60 Cycle, 3 Phase, Syn
chronous Motor.
^nim.lt^ort Molars jor Cine Speciiil. Maurer
and Mitchell Cameras. Motors for Balex and
Filmo Cameras. Time Lapse Equipment.
NATIONAL CINE EQUIPMENT, inc.
20 West 22nd Street
New York 1 0, N. Y.
Pennsylvania Expands Autdio-Visual
School Programs With Large Order
♦ In wh.U is IjcliLXctl U) be tiiic
ol the largest single school ortiers
of recent record, the Common-
wealth o£ Pennsylvania has pur-
chased 572 RC,\ 16mm "Senior"
model sound projectors. A similar
cjuantity of SVE blower-cooled
"Tri-Purpose" filmstrip projectors
was also acquired (see page 12).
Raymond Rosen Engineering
Products, Inc., of Philadelphia.
RC.\ \'isual Products distributor,
was the successful bidder on rigid
specifications and tests for the
sound units. E. M. Hartley, for
the Rosen firm, and Mac R. Bou-
gere, RCA eastern regional sales
representative handled the trans-
action, according to O. V. Swisher,
RCA Visual Products sales execu-
tive. Deliveries were made to coun-
ty superintendents throughout the
state. The new equipment pur-
chases will greatly expand audio-
\isual programs in the Pennsyl-
\ania schools during the new-
school year beginning in Septem-
ber, according to state authorities.
« » *
UWF Releases 1950 Supplement
To '49 Government Film Catalog
♦ Three hundred and thirty-one
motion pictures and filmstrips are
described in the recently-released
1950 Supplement to the 1949 cata-
log, "U.S. Government Films for
School and Industry."
Films which have been with-
drawn during the past year aic
also listed in the Supplemeni
which also announces certain
other changes that have occurred
since publication of the 19-19
catalog.
Combined, the two catalogs list
more than two thousand motion
pictures and filmstrips, all pro-
duced tor school and industry by
the U.S. Office of Eilucation, the
Department of .-\grinilture, the
.\rmed Services and other govern-
ment agencies. Films are available
for sale from United World Films.
Catalogs may be obtained liy
writing to the Go\crnmcnt De-
parimtnt, United World Films,
Inc., H45 Park .^ve., New York
29, N.Y,
U.S. Armed Forces Get Improved
Equipment to Show Training Films
♦ Impro\ed Ibmm motion pietiire
equipment for showing Army
training films has been developed
for the .^rmed Forces, the U. S.
Army Signal Corps announced re-
cently in Chicago at the 67th semi-
annual convention of the Society
of Motion Picture and Television
Engineers.
James A. Moses of the .\rmy
YOUNG EXPERIENCED
FILM PRODUCER
currently employed by large American
industrial concern as manager, motion
picture department wishes to organize
small production unit for large cor-
porolion interested in producing own
films. For past 5 years hove produced
singly, many fine commerciol, soles,
institutional color films. Interested in
locating near Pittsburgh • Cleveland
area, or nearby stotes. Available for
personal interview.
BOX 601
BUSINESS SCREEN
150 E. Superior St. • Chicago 11
Pictorial Service, in a talk on
"Trends of 16-mrn Projector 9
Equipment in The Army", re- T
called that more than 16,000 port-
able projectors were used by the
.\rmy during World War II for
training purposes and for showing
entertainment films in overseas
theaters.
Moses added that "during some
of the most intensive 30-day train-
ing periods, more than 200,0011
prints of 16-mm training films -
ncarlv a quarter of a milliini shows
— were projected to militar; per-
sonnel in the U. S. alone."
The new cciuipment, designed
to use incandescent lamps and
operate on either alternating or
direct current, is designed to with-
stand severe temperature and
humidity conditions. Inrproved
sound and light features assure
better results, Mr. Moses ex-
plained, and provisions are made
for a quick changeover to permit
a continuous show of more than
one reel when the projectors are
used in pairs.
Particular attention has been
gi\en to making the projector
corrosion-resistant throughout, j
The use of aluminum in many of |
the parts has aided this de\elop-
ment and at the same time re-
duced overall weight without sac-
rificing mechanical durability and
strength.
You can buy titles for less than
KNIGHT QUALITY sells for but
you cannot get greater value at
any price. That's why our titles
cost less in the long run.
THE KNIGHT STUDIO
341 E. Ohio Street, Chicago 11, Illinois
10
BUSINESS SCREEN MAGAZINE
LEADER in slide film recording
. . . because RCA VICTOR
is convinced
A slide film
should
sound as good
as it looks!
Your slide film recording requires the same expert care as the
film itself. RCA Victor— through its 50 years of research and
experience in the reproduction of sound and the latest
electronic techniques — gives you a thoroughly engineered
record and complete, efficient service in . . .
PRESSING
RECORDING
PROCESSING
* The most modern sound-reproducing equipment and facilities...
latest developments in automatic frame-progression recording.
ir Engineers, specializing in slide film recording, assure the best
presentation of your slide film story.
•k Pure Vinylite plastic records — both standard and microgroove —
packaged in special slide film shipping cartons when desired.
i( An extensive music library service.
ir Careful handling and prompt delivery.
Contact an RCA Victor Custom Record CHICAGO: 445 North Lake Shore Drive HOLLYWOOD: 1016 North Sycamore Avenue
Sales Studio, Dept. 6E: Chicago ll, Illinois Hollywood 38, California
NEW YO.RK: 120 East 23rd Street
New York 10, New York
MUrray Hill 9-0500
Write for our Custom Record Brochure today!
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NUMBER 4
VOLUME II
1950
11
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Have you looked at one lately?
GE LAMPS
GENERALBELECTRIC
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN MAGAZINE : 150 EAST SUPERIOR STREET — CHICAGO 11, ILLINOIS
SVE Delivers 572 Projectors
To the Pennsylvania Schools
♦ Delivery of 572 S.V.E. blow-
er-cooled Tri-Purpose projec-
tors to ihe Comiiionwcalih of
Pennsylvania was completed
on June 20, it was announced
this month by William H.
Garvey, Jr., president of the
Society for Visual Educalion,
inc., Chicago. .Shipments were
made to 169 coiintv superin-
lendenls.
# * 4
Use of 16mm Sound Film
Projectors by Groups Increases
♦ Widespread use of IGmni
sound motion picture projec-
tors by such diver.se groups as
day nurseries, labor unions,
dairies, railroads, advertising
agencies, television studios,
airlines, community clubs and
government agencies, was re-
ported recently by the Radio
Corporation of America
after an analysis of recent
sales.
,\ll!iough the u.se of 16mm jJ
projectors for instruction and '
entertainment by schools and i
( huiches still leads the field, !
applicalion ol this equipment i
as an adxertising, sales pro-
motion and public relations
medium lias increased greatly,
liusiiiess is also adopting the
equipment as an important
tool in job and sales training,
safety instruction and scien-
tific investigation, according
to O. F. Swisher, manager of
RC.\ audio-visual equipment
sales at Camden, N. J.
* * *
4,555,000 See Canadian 16mm
Non-Theatrical Motion Pictures
♦ During the last nine months ::
of 1949, a minimum non-the-
atrical film audience of 4,555,-
000 were reached through
Canadian diplomatic and
trade posts and other tree
loan channels, reports the Na-
tional Film Board of Canada.
Since more than 3,000
16mm prints w'ere sold, large-
ly here in the U.S., it is im-
possible to estimate the mass
theatrical and huge television
audiences who also viewed the
films.
Incidentally, Canada's safe- .
ty film, Sfl/e Clothing, h;.s
been judged the outstanding
non-theatrical motion picture -
produced in 1949 in the oc-
cupational safety field, accord-
ing to the United States Na-
tional Commiilee on Films for
Safety.
12
BUSINESS SCREEN MAGAZINE
At last! Ansco brings you an advanced color duplicating
film with a wealth of new features!
Compare . . .
for finer definition
Compare . . .
for /a/Y/i/u/ color reproduc-
tion
Compare . . .
for cleaner, whiter whites
Compare . . .
for high-fidelity sound
Plus . . .
fast processing service in Bing-
hamton, Chicago and Holly-
wood
^OR months. Ansco has been testing the new Type 238 16mm Color Duplicat-
ing Film in film laboratories throughout the country.
In practically every instance, when results were compared, observers marveled
at the beauty and fidelity of Ansco Color.
Now, for the first time, this advanced color duplicating film is available to you.
We invite you to compare for yourself. Authorize your laboratory to make up
your next order on the new Ansco Color 16mm Duplicating Film Type 238.
Compare the results with the master! Compare the results with any other dup-
licating film! We believe you'll be convinced!
A
nsco
ANSCO, BINGHAMTON, NEW YORK. A DIVISION OF GENERAL ANILINE & FILM CORPORATION. "fHOM RlSEAftCH TO REALITY
NUMBER 4 • VOLUME II • 1950
13
SLASH
FILM PRODUCTION COSTS
with the Fairchild PIC-SYNC' Tape Recorder
*P/c-Sync means "in sync" with picture
camera regardless of tape stretch.
Each time you retake a sound track, film pro-
duction costs go up. The waste of film stock
and the time delay for processing increase
operating costs immeasurably. You elimiiiaJe
these extra costs with the Fairchild PIC-
SYNC Tape Recorder. Play back the sound
at once . . . check it . . . erase the track . . .
retake the sound before the laleiil, the set and
crew are disbanded.
*%.
Now Use Va Tape For All Original Sound Tracks
Fairchild's development of the PIC-SYNC feature makes possible
the use of '/4 " tape. Sprocket driven magnetic tape is costly.
• l^" tape costs 80% less than 16
mm magnetic tape.
• l/'t tape requires 50% less stor-
age space.
• 1/4" tape Is easier to handle.
• l/t" tape assures more intimate
contact with the heads.
• l/i" tape has more uniform coat-
ing— less amplitude flutter.
• '/( " tape eliminates roughness of
tone caused by sprocket drive.
Bulleliii fully describes
the new PIC-SYNC Tape
Recorder. Send for your
copy today.
TELEVISION
SAFETY SOUND TRACK
RECORDING
CBS-TV saves $24.00
per hour by making
safety sound tracks of
television recordings with
the Fairchild PIC-SYNC
Tape Recorder.
^^
7 ■
aifir
x/y
RECORDING
EQUIPMENT
CORPORATION
154TH ST. AND 7TH AVE.
WHITESTONE, I. 1
., N. Y.
FIRST CHOICE OF BUSINESS FILM SPONSORS
The largest active readership scr\ iits in biisiiKss and Indus-
of any U.S. business magazine try has been achieved by Busi-
leaching specific users o[ films, ness Screen Magazine. Write
recordings, equipment and for details and rate card.
Carnegie Corporation Makes Its
Second Grant to Film Council
♦ .\ second yrant ol $l(i,0(IO has
been made to the Film C:()uncil of
.\mcrica by the Carnegie Corpora-
lion of New York to support its
general activities, it was announced
by Exans Clark, chairman of the
l'C.\ and director of the Twen-
tieth Cenlurv Fund. The Carnegie
grant will be |)ayable o\ei a ihree-
vear period bcgimiing in Jtuie.
The first grant made by Carnegie
totaled $20,000 and was awarded
in 1948.
".\pproval ol the current grant,"
Robert Lester, secretary of the
Carnegie Corporation, declared,
"reaffirms our faith in the film
council idea. We believe that sub-
stantial progress has been made
by the Council in carrying out its
objectives and that it has poten-
tialities for even greater influence
and service. The fact that this is
a final grant relfects the firm pol-
icy of our Trustees not to give
continued su]>port to any agency.
\Vc trust that the Film Council's
usefulness is now sufficiently ob-
\ious to attract additional lunds
iiom the organizations and agen-
cies that it serves and which share
its aims."
The original Carnegie grant to
I he Film Council of America, said
Mr. Lester, "Indicated our convic-
tion that there was a real need
for a central organization to pro-
mote the production, distribution
and effective utilization of audio-
visual materials, and that through
cooperation and joint action of
its members, the FCA could pro-
vide the strong leadership and
collaborative planning which this
new field requires."
Expansion of FC,\'s activities
\\'\\\ be made possible by the sec-
ond grant, and at the same time,
individuals and organizations in
the audio-visual held will have to
redouble their efforts to gain great
ly increased financial support ol
the Film Council.
A non-profit educational organi
zation, the F'C.'X was established
in 194(1 to "increase information
and work toward the general wcl
laie of all people by fostering,
improving and promoting the pro
duction, distribiuion and etTecti\e
use of audio-xisual materials." ll
has sponsored the development nl
community film councils in tin
United States and has been instru-
mental in forming more than 1 ')()
community film councils in the
last tour years.
It serves as a clearinghouse on
information about film materials
and audio-visual activities and J
helps to coordinate the audin-
\ isual acti\ities of some sixteen
national organizations which are
now affiliated with it. These in-
clude the American Library Asso-
ciation, the National Educational
Association. Division of Audio-
Visual Instruction, the National
University Extension .iXssociatiou.
the American Association lor
Adult Education, the National
Film Institute of Canada, the Edu-
cational Film Library .Association,
the National Audio-Visual Asso-
ciation, the Girl Scouts of Ameri-
ca, the Boy Scouts of America,
the National Conference of Chris-
tians and Jews, the National Safe
ty Council, the Association ol
Junior Leagues of America, the
Congress of Industrial Organiza-
tions and Councils of America.
# # *
Photo-Film Forum in Copenhagen
♦ .\n International Photo and
Film Forum will be held in Co-
penhagen at the "Forum" exhibi-
tion hall October 27 to November
5, 1950.
WANTED:
MEN WHO CAN SELL BUSINESS FILMS
— and who have an earnings record
of at least $15fi00 a year.
One of the best-known producers
of business films (New York) has
excellent opportunity for two top-
flight account executives. Firm
long established, with many out-
standing films to its credit. Men
selected will probably be over 38,
with good background in advertis-
ing, merchandising, sales promo-
tion, public relations. They will
contact major accounts, develop
sales presentations, act as coim-
selors on motion picture and slide-
film programs. Applications will
be held in strictest confidence. t)in
sales staff knows of this advertise-
ment. Address Box 603, Business
Screen, 150 E. Superior, Chicago.
14
BUSINESS SCREEN MAGAZINE
BOARD OP TRUSTEES
PAUL ARMSTRONG
CALIFORNIA FRUIT CROWERB
EXCHANGE
H. E. BABCOCK
CORNELL UNIVERSITY
EARL W. BENJAMIN
NATIONAL COUNCIL OF
FARMER COOPERATIVES
MRS. C. DANA BENNETT
AGRICULTURAL ASSOCIATES
ROGER CORBETT
UNIVERSITY OF MARYLAND
P. O. DAVIS
ASSOCIATION OF
LAND GRANT COLLEGES
W. P. DAVIS
NATIONAL COOPERATIVE
MILK PRODUCERS- FEDERATION
MRS. PAUL DYKES
NATIONAL ORANGE
E. A. ECKERT
NATIONAL ORANGE
WfALTER D. FULLER
CURTIS PUBLISHING CO
KEN GEYER
CONNECTICUT MILK
PRODUCERS' ASSOCIATION
FRANK JENKS
INTERNATIONAL HARVESTER CO.
ALLAN KLINE
AMERICAN FARM BUREAU
FEDERATION
KARL D. LOOS
POPE. BALLARD AND LOOS
JAMES A. MCCONNELL
COOPERATIVE G L F. EXCHANOE
RAYMOND V/. MILLER
AMERICAN INSTITUTE OF
COOPERATION
HERSCHEL D. NEWSOM
INDIANA STATE GRANGE
WILLIAM SANDERSON
FARMERS UNION
CENTRAL EXCHANGE
HENRY SHERWOOD
NEW YORK STATE ORANGE
MRS. CHARLES SEWELL
ASSOCIATED WOMEN.
AMERICAN FARM
BUREAU FEDERATION
R. DOUGLAS STUART
QUAKER OATS COMPANY
W. S. SWAYER
PURE MILK ASSOCIATION
J. CAMERON THOMSON
NORTHWEST BANCORPORATIOH
HERBERT VOORHEES
NEW JERSEY FARM BUREAU
FEDERATION
E. E. WILSON
UNITED AIRCRAFT
CORPORATION
'farm FILM
fowDATlON
1731 Eye Street, N. W.
Washington 6, D. C. National 1321
EXECUTIVE VICE-PRESIDENT
MRS. C DANA BENNETT
OFFICERS
PRESIDENT
WALTER D. FULLER
VICE-PRESIDENTS
PAUL ARMSTRONG
HERBERT VOORHEES
KEN GEYER
E- A. ECKERT
TREASURER
J CAMERON THOMSON
SECRETARY
EARL W- BENJAMfN
B KAVANAGH
PRESTON
COUNSEL
COL. CHARLES W. SKEELE
ASSOCIATE DIRECTOR
TERRACE HILL
ITHACA. M. V-
A Progress Report
The Foundation is a non-profit, educational institution.
It was incorporated in 1946 through a grant-in-aid from
the Foundation for American Agriculture. Leaders of every
national farm organization are on its Board of Trustees.
It is dedicated to the creation of a better understanding
between urban and rural America through the use of
16mm sound motion pictures.
The Foundation specializes in distributing sponsored
films— which meet its strict requirements for appro\'al—
to audiences in rural America.
The Foundation's services include distributing these
approved films, acting as consultants in the making of pic-
tures, and furnishing equipment to rural America for film
projection. These activities have more than doubled during
each year of its existence.
A detailed report and list of approxed films are axailable
from the Foundation on request.
BOARD OF CONSULTANTS
James L, Bixby, St. Regis Paper Co., New York
Louis Bnice, Dairyman's League Cooperative .\ssn-. New York
John Chamberlain, Editor, Life Magazine. New York
E. G. Cherbonnier, Farm Business Consultant, New York
Barton Emanuel, -Author. Trumansburg, New York
Creston Foster, Illinois -Agricultural .-Vssociation. Chicago
Lloyd Halverson, The National Grange, Washington. D. C-
Kit H. Havnes. National Council of Farmer Cooperatives,
Washington, D. C-
John Lacey, Information Director, .American Farm Bureau
Charles Afilner, University of North Carolina, Chapel Hill
Don Parel, -American Farm Bureau Federation, Washington. D- C.
Llovd Partain, Director, Commercial Research, Curtis Publishing
Companv. Philadelphia
Val Sherman, Public Relations Director. National Cooperative .Milk
Producers Federation, Washington, D. C-
Carroll Streeter, Managing Editor. Farm Journal. Philadelphia, Pa.
C. Maurice \Vieting, \'ice President and Director of Information,
Ohio Farm Bureau. Columbus, Ohio
Louis H. Wilson, -American Plant Food Council, Washington, D. C.
Si//
Farm Pictures
by Audio
^'J
""" , ,i,t ne»' I*-*
I 30 mins.
i -WAR ON WEAR" „„, „„ the i'-JP";"""
22 mins.
« TM PRODUCTS" . f (1 value. »"■
''"'l,^"!'^''^ °F TOMORROW
a chicken emiMvo. '""""'■'' sequence on the erow
s-i'S'S
"IT'S UP TO YOU"
i.,fT"f' °^ ."Wintenajice and cnr„„. • ■ ^'' ""'"«<
-h . .ro,,b,e.3hooti„, 3e<,Ll„r'p'U"reri;, SS'
drawings.
"''°"R FARM WORKS
"^ea irtini.
HOP'
"orksliop oil
■•t»^!,^iS»n.^ ='
Cqnsev
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30 W"'
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A siorv, ° Wad a p^o
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,"" 4lLT7r:' °' '■"'• -!d afe''«'-ate, f„,
f..rn,, part ,he sho;^"^""-!' .raco"
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farm at
Uses wl
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A FEW FACTS ABOUT AUDIO"
.VL.^e'*
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AUDIO PRODUCTIONS, I
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE • FILM CENTER BUILDING • NEW YOR]
CITED FOR MERITORIOUS SERVICE
Charles E. Brannan
Secretary of Agriculture
Editor's Foreword
• ONCE AGAIN, the Editors of Business
Screen present a progress report on the con-
tribution of motion pictures and the other
audio-visual media to the education and in-
formation of all the people in Rural America.
It is altogether fitting that we dedicate this
issue and the greater part of its contents to the
hard-working men and women of the Motion
Picture Service, U. S. Department of Agricul-
ture and to their co-workers in the Forest Serv-
ice, the Soil Conservation Service, and to all
those in Extension Work everywhere. For more
than three decades the whole field of idea com-
munications has advanced through their ef-
forts, just as untold millions of our fellow-
citizens on the farms have directly benefited
by the content of their films.
Their story is told in simple but highly effec-
tive picturizations which improve farm pro-
duction, reduce the toll of disease, increase
the acreage of useable lands, and protect the
nation's welfare. But it is reflected, too, in the
tremendous increase of rural audiences as new-
thousands of 16mm sound projectors have been
put to use along the lines of rural electrifica-
tion projects. The films that bring vital infor-
mation foreshadow other images which bring
the best in the world's culture, marvelous new
classroom films for the rural schools, and inter-
pretations of Scripture to the rural church.
Screens are lighted throughout the long win-
ter nights at increasing tens of thousands of
farm group meetings, conducted in many in-
stances by the 11,000 workers in the Coopera-
tive Extension Services of the 48 states and
three territories. "In our state of Minnesota."
notes Extension Service Director Paul .Miller
of that state, "county extension workers in
1949 used 10 times more films than in 1944."
This immense audience of rural .Americans
is well-served by the U. S. Departirient of -Agri-
culture and by the growing number of spe-
cialists in sponsored farm films now- also re-
ported in this issue. Together, Government,
Industry, and the .American Farmer have
forged an unbeatable combination of produc-
tion. Their example will benefit the whole
world around us. — OHC
DEPARTMENT OF AGRICULTURE
WASHINGTON
TO THE EDITOR OF BUSINESS SCREEN:
The U. S. Department of Agriculture in three-quarters of a century
has become a great research and service organization whose activi-
ties affect the lives of all the people of this country. The
Department has a special responsibility to inform farmers of its
research and service activities so that they may achieve the best
possible standard of living.
Motion pictures and other visual aids serve importantly in bridging
the gap between research results and the translating of those research
results into action on the farm and in the farm home.
The Department of Agriculture's Motion Picture Service has been
producing films lor more than 30 years and looks forward to continued
service to farmers through films, other -visual aids, and other media.
We in the Department appreciate the important part -which agricultural
films produced by industry and independent producers have had in im-
proving agriculture. We stand ready to cooperate -with all producers
of visual materials in helping them portray the -work of American
agriculture.
I congratulate BUSINESS SCREEN on the contribution it is making to
better form living through the recognition in this issue of motion
picttires in agriculture.
*f.. -
i:y.SlllSij
NUMBER 4 • VOLUME II • 1950
17
MORE FILMS
in the Farmer's Future
by R. L. Webster
Associate Director of Information, V. S. Department of Agiiculture
WILL LHERE BE MORE FILMS in
I he lanncr's lutmc?
If present trends in tlie LI. S. De-
pjiinieni ot Agriculture, in industry, and in
state agricullinal institutions continue, ilie
answer is definitely yes. Tliere is today a grow-
ing awareness among those who work with
farmers of the power of fihiis to teach better
agricuhure; equipment is generally a\'ailable,
and there is a mounting supply of highly vise-
ful film materials.
The U. S. Department of Agriculture has
been making motion pictures for more than a
third of a century. It now has a wide range of
research and service progiams, well-dispersed
and trained personnel to administer these
programs, and the facilities and the will to pro-
duce and use visual aids.
When the Department was organized in
1862, it was given a mandate in its organic
legislation to "acquire and diffuse useful infor-
mation in the most comprehensive sense of
that term." This it has done. Today the De-
partment of .Agriculture has lesearch and ac-
tion programs in the fields of nutrition, home
impro\ement, crop and livestock improve-
ment, conservation activities of many kinds,
economic research, and progi-ams aimed at
securing income and living standards for farm-
ers on a par with those of city people.
Many Potential Outlets Now .Available
The wide-spread staff of the Department of
-Agriculture along with the staffs of the state
agricultural colleges, constitute a network of
sincere men and women in all counties of the
United States who are devoting their lives to
tire betterment of agriculture. Education and
information are an important part of the work
of all of these people and for many it is their
primary function. In the Federal-State co-
operative extension services alone there arc
about 14,000 workers, including county agents.
R, L\T.E
Webster, ivho
semes tile >iih
lion's jarni press
as Associate Di-
reitiir of Injur-
III II t I It n , / n
charge uf Press
Relations. U. S.
Department of
Agriculture.
home demonstration agents, 4-H Club leaders
and stale and FYderal employees. Other agen-
cies have field offices at strategic locations.
Forest rangers, who administer the national
forests, ha\e long been familiar to the Anieri-
lan public. Inspectors, counsellors, and ex-
perts of every kind make up the total force.
These state and Federal agricultural work-
ers represent a potential use of visual aids
which it is difficult to over-estimate. Most ot
them have equipment for projection of films
and other aids or at least have access to such
equipment. Most of them have experience in
the use of visual aids and are demanding more
and more visual materials. They are becoming
increasingly aware of the fact that with visual
aids they can nuiltiply many-fold their effec-
tiveness in dealing with farm people. .A na-
tional visual aids workshop held by the Fed-
eral Extension Service at Cornell L'niversity
last summer is an indication of the interest in
this field and the importance attached to visual
aids by agricultural administrators. At this
workshop there were 107 participants from 38
states, Hawaii, and Puerto Rico.
Production Facilities Are Ample
Not only is there the will to use visual aids
in the Department of Agriculture but there
exist e.xcellent facilities for production of these
aids. As pointed out in other articles of this
issue of Business Screen, the Department of
.Agriculture has complete facilities for the pro-
tluction of motion pictures. With these facili-
ties the Department has produced and will
continue to produce in increasing numbers
films and other visual aids which are needed
in the day-to-day programs of the Department.
The personnel of the Federal Department
of Agriculture has a counterpart in all the
state agricultural colleges and state agricul-
tural experiment stations and extension serv-
ices. Many of these state groups are producing
films related to the agriculture within their
respective areas and in numerous instances
films are |)ioduced cooperatively by the De-
partment and one or more states.
.Added to these two sources of film and visual
aids production is the steady and increasing
flow of agricultural films which are produced
by business firms and by independent pro-
ducers.
More Needs To Be Done
While it is possible to report much progress
in the production and use of visual aids in
agriculture, we who are in close contact with
-. '^ %s^i^m
I ■.>-,'i-
USDA Ca.mera Rtc.oRus //((- simple pUnsim
of a day's outing in the nation's forests.
it realize that much more needs to be done in
order to capitalize fully on the potentialities
of these media. Better understanding of the
possibilities of films by the top administrative
people in the Department of Agriculture is
needed. There is a growing appreciation of
the value of films in many parts of the De-
partment but this attitude is by no means
universal. There is the need for better plan-
ning of the production which now takes place.
Films recjuire a somewhat larger initial outlay
of funds than do other media although in the
long run they compare most favorably with
other information methods in cost. Too often
we have found in the Department that films
ha\e been produced because fimds are avail-
able rather than funds being made available
so that a film could be produced. Another
need in the visual field is for greater integra-
tion of films with other media. For example,
the Department of .Agriculture for years has
been an outstanding publisher of agricultural
bulletins and publications of all sorts. For a
good many of those years it has been producing
motion pictures. There is no reason why pub-
lications should not contain carefully worked-
out references to available visual materials.
Likewise study guides for film materials should
refer to the rich publication resources of the
Department. There is a vital need for more
prints of existing pictures and the need for
many, many more films.
The Place of Television
The phenomenal growth of television has
raised certain questions regarding the future
relationship of agiicultural motion pictures
and television. There are some who believe
that the time will come when farmers will get
all their information visually by television
and that visits by the county agent will be
unnecessarv and that the showing of films by
agricultural workers will be a thing of the
past. We in the Department are open-minded
on this subject.
However, until the time comes that the
Department can be sure that television stations
will regularly present all the essential infor-
mation which the programs of the Department
reciuire and until we can be assured that a
substantial part of the farm audience can
depend upon such television presentation, we
are convinced that the motion picture pro-
18
BUSINESS SCREEN MAGAZINE
-L
SctSE FROM "Oi TBRi ak" (I CSDA motioti pic-
lure thai helped fight the hoof and mouth
disease. Se(juence shou's Mexican episode.
jector and the use of films which are tied into
the farmer's problems will continue as essen-
tial parts of agricultural information and
education.
\'iDEo Can Become a Powerfll Ally
All this is not to disparage in any way the
high potential value of television to agricul-
ture. Without question it will be a powerful
weapon in our information arsenal. The De-
partment even now is preparing for the time
when televised infonnation will be an integral
part of our acti\ities. ^\'e are now about to
begin the third year of research on the use of
television in agriculture. We have acquired
much information as to the use of %isual aids
in tele\ision which we expect will prove of
great value in the future.
'"How To Do It " Films Come First
Looking ahead, it appears that films will
continue to grow in importance in the infor-
mation and educational programs of the De-
partment of .\griculture. It is not too far-
fetched to look forward to the time when
every important activity of the Department
will regularly count on the production of one
or more films a year to help in carrying out
the activity. Most of these films will be essen-
tially work tools for the people who are
responsible for agricultural programs. This
means that the majority of them probablv will
be in the how-to-do-it class. L'ndoubtedlv there
will be important documentaries from time to
time but we feel that the greatest good can
be accomplished by the wide-spread use of
films which will translate the research and
ser\ice accomplishments of this Department
into tangible terms which the farmers and
their wi\es can put to use on their own farms.
Our films ha\e been modest in cost. We expect
them to continue so. We see little chance that
the Department will make pictures with the
budgets which industry and outside agencies
employ.
\\'ithin this framework we look fonvard to
a continual stepping up of the motion picture
work of the Department of .Agriculture so that
the research which taxpavers ha\e paid for
may more rapidly be passed on to the user and
thus more rapidly be made to pay off in terms
of more efficient production for farmers and
for happier fixing for all farm people. •
MOTION PICTURE
Service for Agriculture
bv Chester .\. Lindstrom
Chief, Motion Picture Service, U. S. Department of Agriculture
IX FEBRL AR\ 1949, blizzards of unusual
severitv swept down from Canada and
within a few davs enclosed many of our
rangeland states in their icy grip. Roads were
made impassable. The commercial life of
hundreds of towns and villages was stilled.
Cattle wintering on the ranges became iso-
lated from their feeding-grounds. If conditions
persisted — with millions of head of cattle be-
ing threatened by starvation or freezing to
death — the meat supply of the nation was
jeopardized.
Within tlie next week, as one blizzard fol-
lowed another, each more se\ere than the
preceding, conditions rapidh worsened. .Act-
ing quickly, a program was formulated in
Washington to bring aid to the stricken states,
a program that included the cooperative ef-
forts of man) of our federal and state agencies.
DOCIME.NTING THE ■OPERATION SnOWEOLNd"
Thousands of bulldozers, weasels, tractors
and cargo planes were sent to the snowbound
states. This gigantic effort to break the grip
of the snow blockade, known as "Operation
Snowbound." brought vital assistance not only
to the people but to millions of cattle wander-
ing aimlessly on the wind-swept range.
.A crew from the Motion Picture Service of
the Department of .Agriculture was flown to
Nebraska to cover some of these activities.
.Another crew working on a film in Colorado
was shifted to "Operation Snowbound" to
co\er activities in that state, and a third was
flown to Xe\ada.
Thus, a pictorial account of the tremendous
project Operation Snowbound was recorded
on film. Shortly after the blockade had been
broken, the footage was edited and scored,
ready for presentation and study.
—.And the Camp.\ig-N vs Gr-ASShoppers
Similarlv, in the summer of 1949 the range
states were again threatened, this time with
a plague of grasshoppers. Congress appropri-
ated several millions of dollars for relief of the
stricken states. Not only were the valuable
range grasses being raxenously consumed by
tremendous swarms of grasshoppers, but the
great wheat-fields of the west were also threat-
ened with destruction. The grasshoppers were
e\er\"where — in the crops, on the trees, e\en
in the homes. However, the outbreak had
been expected and the campaign to combat
this insect invasion — the baiting of millions of
acres of land with a bran containing a poison-
ous insecticide — had been carefully planned
bv the Bureau of Entomology and Plant Quar-
antine.
When operations got under way, again in
cooperation with the Bureau of Entomology
and Plant Quarantine, a crew from the Motion
Picture Serv ice of the Department was on hand
to follow each step in the campaign — from
the preparation of the bran at the many mix-
ing-stations to the spreading of the bran by a
fleet of airplanes over great stretches of range-
land. .And today this footage is in the process
of being edited for a film to stress to the
farmers and stockmen of the nation not only
the incredible damage grasshoppers can work
on the food supply of the country, but also
the urgent need for their cooperation in com-
batting this menace.
These are but a few of the newsreel "on-
the-spot" type of films produced by the Motion
Picture Service. More common, however, is
the "planned" film produced from a shooting
script.
Films Help S.we Olr Livestock
In 1946, foot-and-mouth disease broke out
among cattle which had moved through the
port of \'era Cruz, Mexico. AVithin a few-
weeks the disease had spread with lightning-
like rapidity to 16 states and the Federal Dis-
trict of Mexico Citv. Here in Washington,
specialists of the Department of .Agriculture's
Bureau of .Animal Industrv began to map an
information campaign to bring home to the
farmers and stockmen of this country the
territjle power of the disease's contagion, as
well as the economic havoc it had WTOught
for centuries past among countries of the Old
World. The use of a film was one of the
informational media to be employed in this
campaign.
Meanwhile Congress had appropriated 35
million dollars for aid to Mexico — aid for this
(CO.NTINLED ON THE FOLLOWING PAGE)
Chester .A.
Lindstrom . . .
veteran of farm
film production
who heads the
Motion Picture
Sen'ice of the
U.S. Department
of Agriculture.
NUMBER 4
VOLUME II • 1950
19
Serving Agriculture:
(CONTINUED FROM THE PRECF.DINC PAGE)
country as well, lor the purpose of the cam
paign was to keep the disease confinctl within
the quarantined area, prc\enied from reachino
our Texas border.
Therefore, in cooperation with the Bureau
of Animal Industry, a motion picture crew
was sent to Mexico to cover operations there.
Another crew was sent to California to re-
stage the last foot-and-mouth disease outbreak
in this counuy in 1929.
Thus, valuable information was made avail-
able to the farmers and ranchers of the country
in the film Outbreak — The Story of Foot-and-
Mouth Disease — information to help them
spot the symptoms of the disease as well as
the proper correcti\e measures.
Meeting Nature's Forces Head-On
At present, employing the same documentary
technique, a film on brucellosis, the most
prevalent of our cattle diseases, is being pro-
duced. By depicting the danger of the disease
to our farm economy, as well as its menace
to our public health (undulant fever), this
film lias a great potential in contributing to
the maintenance of a strong and healthy agri-
culture.
These documentary films — depicting catas-
trophes sucli as floods, forest fires, plagues,
outbreaks of disease — show the forces of na-
ture in disharmony with the land. The edu-
cational content is integrated into this strong.
dramatic approach, lending perhaps even
greater emphasis to the need for awareness or
effective action. Then there is the incentive
training film, through which effort is made to
develop an urge to do as well as to teach.
Dead Out, a film made for the Forest Service
to teach the proper method of burning brush,
is a good example of this type of film. But
there is another type of film produced by the
Motion Picture Service that comprises the
major part of its workload. These are the
simple "how-todo-it " films whose subject mat-
ter is diverse, ranging fiom topics such as
the control of wheat stem rust, how to get rid
of the corn borer, the eradication of weeds,
to cfjntrol-measures for poultry diseases.
Films Also .Aid the Farmers Wife
Some of our films are produced to meet
special agricultural problems, others to pro-
vide helpful information to farmers' wives and
their families. Films in the latter category
include titles such as A Step-Saving Kitchen
and Truly Yours — The Dress That Fits, pro-
duced for the Bureau of Human Nutrition
and Home Economics. Together, all of our
films are produced with the objective of not
only helping to improve our farming methods.
but also to help raise the standard of living
for the more than six million farm families
of America.
Many members of the personnel of the
Motion Picture Service have been recruited
from walks of life other than our farms. But,
invariably, they are eventually converted to
the faith that this nation's well-being is in
great part dependent upon an enlightened
rural citizenry and a careful husbanding of
our soil resources — our croplands, rangelands
and forests.
In every film produced by the Department
a thread of that philosophy is interwoven.
Taken alone, each of our films may contribute
perhaps in small measure to the establishment
of a strong rural economy. But in the aggre-
gate, over the years, along with the Depart-
ment's other informational media, they serve
to build an c\ er-w-idening fabric of agricultural
information aimed at the preservation of our
soil resources and increasing their produc-
tivity.
Three Main Channels of Distribution
Once a film is produced, how does it reach
its primary audience — the American farmer
and his family? Through three main channels:
cooperating film libraries at state colleges and
universities located in every state and terri-
tory; film libraries in regional field offices of
the Department; and finally, school systems
and lending libraries.
Film budgets are seldom sufficiently large
to supply all cooperating libraries with prints.
Available prints are therefore placed with
those regional libraries in which the subject
matter of the film is deemed most applicable.
No charge is made for these prints. In return,
the libraries manage the distribution of these
prints to Departmental field offices without
charge — to schools, granges and other groups
tor a small service charge.
.\merica Owes Mi ch for Their .\id
The service performed by these film libraries
in the distribution of agiicultural films is
an outstanding example of the kind of pro-
duction-distribution teamwork whose efficacy
cannot be measured by the yardstick of dollars
and cents. It has enabled the Motion Picture
Service to reach a vast audience, to bring agri-
cultural information not only to the great
fanning centers, but to isolated villages and
hamlets throughout America. It has put train-
ing tools into the hands of our more than
six thousand county and home demonstration
agents, into the hands of 4-H Club members,
instructors at state agricultural colleges, church
and civic groups — in fact, any group able to
secure a 16mm sound projector. Since a
Department of .Agriculture film is considered
a public service to disseminate important in-
formation to the taxpayers who have financed
its production, the only limitation imposed
upon a showing is that no admission charge
be made.
Meeting Difficult Budget Problems
Ever since the war the appropriation for
the Motion Picture Service has been far below
the pre-war le\el though costs all along the
line have increased. The appropriation proved
insufficient even to maintain production facili-
ties and necessary service functions for the
Department and left nothing for production
of pictures. It became a question of how to
continue in existence. In order to overcome
this situation, it was decided that motion ■
picture work performed by the Service would
have to be paid for by the sponsoring agencies
and bureaus at actual cost. Such reimburse-
ments and transfers of funds have permitted
the Service to maintain its facilities and a
somewhat small production staff — script
writers, directors, cameramen, editors, and
sound men.
Serves Other Government Agencies
Furthermore, though its primary responsi-
bility is of course the production and distribu-
tion of agricultural films, the facilities of the
Motion Picture Service, when its workload
permits, are made available, upon request, to
other federal and state agencies. In the past
few years, a series of medical training films
has been produced for the Veterans Admin-
istration, from the wTiting of the script
through complete production. The series in-
cludes a number of WTdely-acclaimed films
This Bright Land ;j captured in the lens of a Mntinn Picture Serj'ice rnmera.
20
BUSINESS SCREEN MASAZIN
J;
such as Jouiiiry lituk ami Yiiti Ciiii Heat
Again.
Agencies ollici lluui llic Wlciaiis Atimiii
istration who liavc iiiailc use ol oiii lacilitics
inchide ihe Air Force, the Corps ol Engineers,
Federal Security and others. Agreements have
been entered into with se\eral states for co-
operati\e proihiction oi agricuhinal pictures.
For example, such agreements have been made
with the states ol \irginia ami Louisiana.
KlRsr (>OVr.RNMKNT FlI.M Dl I'ARIMKNT
History tells us that the Dejjartment o(
.\gri(ulture was born almost 150 years ago
when a clerk in the Patent Office was put to
work distributing seeds. It was only in 1889.
however, that the function of the Department
in our then-agrarian economy was recognized
and the Department was raised to cabinet
rank.
The history of the Motion Picture Service,
in its struggle for recognition, almost parallels
that of the Department. It was the first gov-
ernmental unit to produce an informational
motion picture. But since films in those days
(1908) were looked upon with a great deal
of skepticism — this was the era when films
were devoted almost exclusi\ely to slapstick
and the peephole-type of comedy — production
in the Department continued as a semi-bootleg
operation until 1912. .At that time the use
of motion pictures won official recognition
through the simple ruse of photographing the
conteinporary Secretary of Agriculture as he
addressed a boys' corn club. When the film,
taken without his knowledge, was shown, a
new convert to the use of motion pictures was
made, and shortly thereafter what is now the
Motion Picture Service was set up to produce
and distribute motion pictures for the Depart-
ment as a whole.
Pro\ HD \ AH i£ IN First World War
With the outbreak of World War I, the
Motion Picture Service proved its value as
production mushroomed to large proportions.
If recognition of the unit's importance in
disseminating agricultural information needed
bolstering, that period provided aiuple oppor-
tunity.
In World War 11, the facilities of the
Motion Picture Service in the Department
were borrowed by the Office of Strategic Serv-
ices. However, the production of agricultural
films was continued in a temporary location
until December 194,5, when its facilities were
returned.
One of the by-products of mass-training in
the late war was the tremendous impetus given
to the use of educational and informational
films. In the years that have since elapsed,
the commercial film industry has outgrown
its early stages of trying to find its place in
the sun. It is now taking great strides toward
inaturity. .\nd with maturity have come new-
responsibilities of which we in the Motion
Picture Service are keenly aware.
Sponsors are no longer .satisfied with jerr\-
built films, a patchwork of old stock and
original footage quickly put together to meet
(continued on paol fort^ - three )
Studio production crew at work on Department of Agriculture sound sta^e.
Producing Agricultural Films
by Walter K. .Scott
IMAGINE A SERIES OF MOVIES in
which the hero is almost always a villain!
Let's say we're stretching a point here
and there, but come up with some interesting
contrasts — contrasts between the entertain-
ment motion picture productions and those of
the Motion Pictuie Service of the U. S. De-
partment of Agriculture.
Our heroes arc villains. One fascinating
charmer, Antlionomus grandis, manages to eat
his way through almost a cjuarter of a billion
dollars worth of the nation's cotton yearly.
His screen name is Boll Weevil. When Me-
lanoplus mexicanus hits the road, he leaves
twenty-five million dollars worth of destroyed
crops and several hop-happy cameramen be-
hind him. Keeping a Baltar lens focused on
the migratory grasshopper is quite a roving
assignment. Popillia japonica, Heliothis ar-
migera,Leptmolarsa decemlineata, and dozens
of other plant pests, all villainous heroes, can
account for rendering useless over a billion
and a half dollars of the nation's plant life.
.\dd to the damage they do the losses brought
on by plant parasites such as Puccinia gram-
minis or Cronartium ribicola. and then open
up the casting office to the non-vegetarians —
characteis who gorge themselves on cattle,
hogs, poultry, and so on. These boys represent
big business. But they present a casting prob-
IciTi because they're too busy to coine into a
studio to go through their act. \ Hollywood
contract couldn't entice a Brucella abortus
away from nibbling at the digestive tract of
a wayward Hereford.
Service Covers the Countrv-Plls
So the Motion Picture Service goes after
them! They load down camera and sound
trucks with personnel and equipment and
head for the highways and byways between
Washington, D. C, and about anywhere else
in the United States. Once in a while thev'U
e\en cross the borders to capture on film the
perpetrators of hoof-and-mouth disease which
cuts into the income of both the United States
and the Mexican Republic.
No studio flats and prop trees for these
crews! Their broad canvas is nature itself.
But, even here, they're peculiar. A placid
azure lake doesn't interest them unless it's
infested with mosquitoes. Any body of water
doesn't interest them much unless there's too
much of it, causing floods — or too little, caus-
ing drought. A cozy fire built out in the open,
under the stately trees of a National Forest,
has little pastoral quality for them. But that
same fire, out of control, has them eating
smoke and using burning brush as tripods
until the film starts to melt. Snow and sleet
are considered photogenic when they're blow-
ing around at eighty miles an hour. Even
farm hillsides take on increased interest value
when they show signs of erosion.
They're a Hard-Working Crew
When we speak of a crew, we mean a com-
bination of motion picture director and mo-
tion pictuie photographer, usually traveling
in a small truck-type auto loaded with cameras,
(continued on the following page)
Wai,ter K.
Scott is Chief
of Production ,
Motion Picture
Service, U. S.
Department of
Agriculture.
NUMBER 4
VOLUME II • 1950
21
Farm Filmakers:
(continued from the preceding page)
film, cables and lighting equipment sufficient
to illuminate small inteiiois as needed, siicli
as a loom in a home, an office or place where
small meetings are held.
When the script is more ambitious and calls
for sound on location and greater lighting
problems, a sound man and portable sound
outfit are added, with an extra man lor
handling lights.
Each new script presents new problems for
the picture crews, whether it be the tricky
light on the snow on a Western range at an
elevation of 12,000 feet, or the careful dis-
inlectiiig of personnel when going into areas
where foot-and-mouth disease is prevalent, or
perhaps the script doesn't list the scene, but
in the midst of a forest fire stands a building
and the cameraman lends a hand in saving it,
an act not listed as one of his duties.
Fighting the Elements for Films
But the word "duty" and the tenn "getting
the picture" never conflict when an emergency
arises, such as riding the camera in a small
boat over the swirling waters of a flooded river
to record the damage done to life and propert\
as it covers farms and floods cities, or clinging
precariously to a bulldozer pushing against
towering snowdrifts to picture the opening of
roads where humans and animals ha\'e been
isolated by blizzards and literally fed from the
sk)' by air-borne crews of relief workers. At
such times home comforts are seldom avail-
able. The yarns in the camera room tell of
one crew that sat down at the end of a har-
rowing day to a deluxe breakfast consisting
of canned apricots, candy bars and cigars of
questionable quality.
Directors on these crews have abandoned
pink shirts, yellow boutonnieres, and short
riding crops in favor of blue denims and hip
boots. Whereas the Hollywood director tells
his cast how to re-enact the motions of pre-
mating, his counterpart, the Motion Picture
.Service director, must recognize the symptoms
of spawning in his cast and capture them
"iiillngyanln dcliitu." The script he works
Irom almost always calls for a scheme to thwart
the hero from multiplying. Killing off the hero
is even belter, prci\ided there is an extreme
"close-up" showing the death and the instru-
ment that caused it.
These Are Production Problems
1 he Motion Picture Service director has an
clastic production schedule. He can't pick out
the time he'd like to do his shooting. He has
to wait for things to happen, and catch them
when they do. This often involves a return
to the scene through the seasons, and can kee])
him scurrying from one side of the continent
to the other. The life cycle of his cast will
accept no changes.
The sound crew isn't interested in back-
ground noises as such. What would be con-
sidered in other quarters as background are
to the crew the main noises — the drone of
locusts, the crackle of fire, the bleating of
stricken livestock.
The cameramen have the advantages of
lighting with the sun, also the disadvantages
when the sun doesn't show. This means long
sieges of inactivity when everything within
the artiste cries out for a chance to get a close-
up of Choristnneura fiimiferana munching on
a spruce bud.
Film Content Has To Be Right
Hollywood hires experts to give technical
advice on subject matter. The experts on
agricultural subjects hire the production unit.
They often go along to keep the director in-
formed, and they're good to have on hand so
that back in Washington they can certify to
the factual accuracy of the scenes. They have
to satisfy a very particular audience — an audi-
ence that wants information — good, reliable
information. . an audience that knows first-
hand about blights and diseases and floods and
Forest Service
Camera in Action
M ii )i y s I r n f s arc
filmfd from I he lop of
II station wagon that
has been modified for
picture-taking. Rich-
ard M'. Masher is
slioxcn working on
"The Greatest Good"
a recent Forest Senn'rc
film inade in memory
nj Gifford Pincliol.
»^'
"^■m
"Water for a Nation" depicted in
the recent Soil Consemation Service
film on this vital subject.
11
fires. . an audience that wants to learn how
to overcome or control disasters which threaten
their livelihood. .A Motion Picture Service
film has to provide the factual answers.
In Washington the Motion Picture Service
maintains an active sound stage, a film process-
ing laboratory, an animation unit, a small
staff of writers, directors, cameramen, editors,
and sound technicians, a film library of black-
and-white and color scenes, and a music library
where many moods are indexed and cross-
indexed for the tastes of future audiences.
These constitute the basic production organi-
zation to which is added, as needed, such
specialists as actors, narrators, composers, mu-
sicians, et cetera.
And as WTiters scribe, cameras grind, editors
snip, directors scream for "action, " narrators
lisp through throat lozenges, and actors emote
— the battle of man and many of his common
enemies is recorded each day in the work of
the Motion Picture Service. •
Farm Films in the Field
* Oiu on the farm and in the field where
some 3.000 county agents render inestimable
service to rural America, the motion pictures
and other \isual media prepared by Depart-
ment of .-Xgriculture experts, state extension
departments, sponsors of farm products and
implements, etc. are put to the great test.
Paul Kunkel, Brown County agent at Sleepy
Eye, Miiniesota, whose picture appears on the
opposite page is one of those regular usei-s of
films. He has averaged 25 to 35 films a year at^
farmer meetings. .-\ unique device he uses oc->
casionally is to set up the projector in a hog^
house or barn where he discusses at first hand
the practices he wants farmers to see. A bale
of hay and a pig brooder shown in the picture
(right above) provide the stand for the pru-
jector. He has had as many as 110 farmers in
a hog house like this to sec his films.
BUSINESS SCREEN MAGAZINE
Rural Audiences Are Growing
by Paul E. Milltr
BACK 1\ 1!U 1 when Congressinan Lever
was argiiin<; lor the passage of the
.Smith-Le\er Extension Bill which estah-
lislied the county agent system, he said. "It is
nni sutficient to tell the farmer— he must be
^llown — the appeal must be made through his
CM." Certainly Mr. Lever was not thinking
nl motion picture film at that time, but ex-
iinsion experience has proved his foresight
.nul how right he was. \'isual presentation in
it^ man\ forms dominates extension work to-
dax.
C ountv extension agents todav are getting
iiilcirmation to more rural people through
[iie^s. radio and visual aids than ever before.
Not the least of the visual aids is the motion
I'Utiire film. In our state of Minnesota. coinit\
LAiension workers in 1949 used 10 times more
films than in 1944, when our State .-Agricultural
Extension Film Library was organized.
Information Programs Use All Medi.\
Motion pictures play a very important part
in getting information to farmers and home-
makers. However, we believe that to be effec-
ti\e, a countv's information program must be
[vd^ed on llie balanced and well-coordinated
iKc of all information media. Movies fill a
pctuliar need in our .\gricultin al Extension
■■v ork. The\ do it well, but. of course, they do
li.ne some limitations which we will point out
later.
I he rapid increase in use of motion pictures
here, and in other states as well, is due to a
(ombination of factors. The need for some
medium which would attract people to rural
meetings' as well as present information in an
.iitractive form at these meetings has always
been present in Agricultural Extension work.
L.ick of electricity in many rural areas, heavy
a I 111 inefficient projectors to show motion pic-
iiaes, and the dearth of good films greatly re-
I t.uded the use of motion pictures in .Agricul-
' tiiral Extension meetings, however, until about
I l'J4j.
Postwar Projectors Yak Slperior
With the end of the war and the release of
materials for civilian production, a flood of
new equipment appeared on the market. Much
of the projection etjuipment was far superior
to anything which had been produced before.
It was much lighter, it was easier and simpler
to use, and it projected a clearer and sharper
picture on the screen. The rapid spread of
rural electrification has also given great im-
petus to the use of projected visuals. More
recently, the production of a wealth of new-
films in everv held of farming and homemak-
ing has increased interest in films to a degree
not dreamed of before. Finallv. promotion in
the use of films by visual educational directors
and others interested in the field has carried
the movement to a point where many county
extension workers woidd be lost if their mo-
tion pictme program were suddenly stopped.
1 he rapid acceptance of motion pictures as
a medium of disseminating information, grati-
fying as it may be, carries some dangers with
it, too. All who are working with farm people
have not fully realized that motion pictures,
like other teaching devices, are merely tools
in the hands of a teacher. They are sharp
tools and must be used as such. Some people
mav be actuallv wasting time by using movies.
By and large, motion pictures are not ends in
themselves. .\ movie is not ahvays the best
medium for getting information across to farm-
ers and homemakers. .\ set of colored 2x2
slides will frequently serve as a basis for dis-
cussion and result in more permanent teaching
than a movie on the same subject.
.\ smoothlv operating state library of ■•Vgri-
cultural E.xtension films is the key to their
effective use by county workers. In Minnesota
every county extension office is equipped with
a modern 16mra sound projector or is in a
position to get one whenever it is needed. Our
agents cannot keep on hand the films they
need during the year. Some use as many as
50 films a year. Many of these films are not
used more than three or four days at one time,
others, of course, arc used as much as a month.
In any case, a county cannot afford to buy all.
or even a large part, of films needed during the
year.
Thorough Knowledge of Films Needed
Operators of the larger commercial libraries
sometimes are not familiar with the way Ex-
tension workers must operate. They cannot
serve extension's needs entirely as the field is
limited, and most libraries could not afford to
carry all the films needed. To serve county
Extension workers efficiently, the person oper-
ating the library nnist understand 4-H, home
demonstration, and .\gricultural Extension
work. He must know the contents of everv
picture in the library and how it can fit into
various coimty programs. He must become
personalh accpiainted with the workers who
use the films. .\ mere mechanical booking sys-
tem is not enough to give effective service.
Pall E. .Miller
is Director of
the Agricultural
Extension Serv-
ice, at the Uni-
versity of Min-
nesota.
County Agent Pall Kunkel is a regular user
of films in his field work, (see page 22)
Films must be kept busv. The state film libra-
rian must know about new productions in the
field of agriculture and homemaking. More-
over, he must work with the producers of films
to guide production into lines that county
extension workers need.
Agents Make Lsefll Local Films
Oiu- agents have made some motion pictures
locally. This practice has been rather signifi-
cant in the dozen counties where agents have
motion picture cameras. One of our agents,
for example, recently filmed the activities of
many of the better 4-H Clubs in his county
for less than S50. These pictures, shown to
local people, will stimulate 4-H work in the
countv as no other medium could do. These
local movies used in combination with pictures
from the State Office will make a well-rounded
program for this agent's 4-H Club program.
Our agents are adept at adjusting their
methods to the situation at hand. Motion pic-
tures are shown under a wide variety of con-
ditions. Fiequentlv the high school audito-
rium is used. Tlius, a crowd of 200 or 300
people can see and discuss the agents' motion
pictures, .\gain. the home agent will take the
projector into a home for a project meeting at
which maybe only a dozen v\omen are present.
The 4-H Club leader may use the projector
for an evening meeting outdoors at a campfire.
Demand Increases With Popli_\tion
The use of motion pictures in .Agricultural
Extension work will continue to increase. .\s
more workers are added in the counties, the
demand for films will increase. Likewise, as
the number of people contacted and the num-
ber of meetings which extension workers at-
tend increases, the demand for films will grow-.
New liglitweight and more efficient projec-
tion equipment will also continue to promote
the use of movies in this field. .\ need which
(continued on the following page)
NUMBER 4
VOLUME II • 1950
23
(continued from the preceding page)
must be met, however, is the production of
new fihiis suitable lo do the job needed in Ex-
tension. This will mean that tomjjanies inter-
ested in production must work with farm
leaders who actually use their films. Many in-
dustrially sponsored films have contributed lo
the available agricidiural film soiuces for ex-
tension workers.
Some of the sponsors, however, have failed
to realize that their films will not be shown
at all if too much advertising is embodied in
their films. A few companies have done re-
markably well and are getting excellent results
from pictures made with agricultural workers.
They have used only a minimum of advertis
ing. This source of films does hold some
promise in agricidtural work, providing the
sponsors realize what they must do to have an
acceptable film.
Workers in Agricultural Extension nuist be
trained in the use of motion pictures if films
are to be of maximum value. Colleges prejjar-
ing agricullural teachers and extension work-
ers must include in their curricula a regular
course in the use of visual aids if their grad-
uates are to use these media. The future of
motion picture films in Agricultural Extension
work is established. However, certain consid-
erations that we have mentioned must be kept
in mind if the program is to continue as the
important segment it is in the Agricultural
Extension informal ion program lodav. •
Editorial Notes and Comment
♦ We are ijidebted to the pictorial library ol
the Motion Picture Service, U. S. Department
of Agriculture, for the original material used
in our own photo-composition for this month's
cover. The pictiues illustrate the American
farm scene — visualized by films. •
* # *
♦ Information about buying or borrowing
Forest Service films may be obtained from
either the Washington Forest Service office, or
the Motion Picttue Service, USDA, Washing-
ton, D. C, or any of the Regional Foresters
located in Missoula, Montana; Denver, Colo-
rado; Albuquerque, New Mexico; Ogden,
Utah; San Francisco, California; Portland,
Oregon; Philadelphia, Pa.; Atlanta, Georgia;
Milwaukee, \Visc.; Juneau, Alaska. •
Visual Guardians oi Our Nation's Forests
• U. S. FOREST SERVICE MOTION PICTURES GAIN WIDE ACCEPTANCE •
Wn H THE NATION STILL USING
sawtimber faster than it is being
replaced by forest growth, the Forest
Service of the U. S. Department of Agriculture
realizes that the important job of teaching
good forest management is far from completed.
To reach the thousands of Americans who
still need to be educated in wise forest use,
the Forest Service relies strongly upon its
movies.
Altogether, 36 Forest Service films are in
circulation. These vary in length from two-
minute trailers lo half-hour shows. They are
produced in cooperation with the U. S. De-
partment of Agriculture Motion Picture Serv-
ice, and are circulated by the Motion Picture
Service through its 72 cooperating film libra-
ries at state educational institutions, through
the Washington and regional offices of the
Forest Service, and, occasionally, through
commercial channels.
The principal outlet for these films is
through the nine regional offices of the Forest
•Service in the United States and the Alaskan
office at [uneau. As regional offices receive
recpiests from schools, churches, clubs, horti-
cidtural societies, sportsmen's groups and civic
groups, the films are scheduled and shipped
out several days in advance of the showing
date. There is no charge for use of the film,
biu the user must pay for transportation
charges.
Most forest supervisors have movie projec-
tors available to them, and often the forest
supervisor or a member of his staff will show
films before interested groups. The films are
also used by state foresters. The forester for
the Cook State Forest of Pennsylvania, for
example, has made a practice of showing out-
door movies each Saturday evening of the
summer season. In this way, thousands of
picnickers and campers have learned about
the nation's forests and its needs.
Because the films are distributed through
many channels, it is impossible to know pre-
cisely how many people have seen Forest
Service inovies. It is known, however, that
2,237,683 persons saw films circulated during
1949 from the Washington and regional offices
of the Forest Service.
In the library of Forest Service films are
movies on national forests, timber manage-
ment, wildlife inanagement, forest protection,
forest recreation, watershed management, and
range management. While some films are
especially ajjplicable to certain geographical
regions, almost all of the films in the library
may be used advantageously in any part of
the country.
Many of the films are ideally suited for
school use. In this group are such eminently
successful movies as The Frying Pan and the
Fire. Dead Out, Lifehlood uf the Land, Every-
man's Empire, Tongass Timberland, Timber
and Totem Poles, There's More Than Timber
in Trees, Forests Forever, The Forest Ranger.
One of the most popular of all Forest Service
films is Realm of the Wild, a three-reel wild-
life story. It ranked second last year among
all USDA films in total number of prints
sold. The Winchester Repeating Arms Com-
pany, for example, has bought more than 100
prints. Warner Brothers condensed this film
into a ten-miniue theatrical version.
Another picture, Then It Happened, a dra-
matic documentary on the disastrous 1947
Maine forest fire, produced jointly with the
Motion Picttue Service of the Department of
.Agriculture, won the blue ribbon as the best
safety film of the year. The National Safety
Council selected this picture as the best pro-
duced during 1948 in the general field of safety.
Through its movies the Forest Service re-
veals itself not only as the custodian for the
pidjlic of our national forests btit also as a
research organization that is helping the farm-
er and the industrialist reap the greatest bene-
fits from growing and processing wood — that
is striving to serve the best interests of all
groups. Moreover, the Forest Service hopes its
luovies will help people see that forests and
woodlands are a valuable resource that should
be safeguarded for all time. •
Protecting Ocr Forests for the good of all is
the jnission of Forest Service motion pictures.
Scene in "Then It Happened" the Forest
Seniire prize safety film of the Maine disaster.
Forest Service Films give Americans a glimpse
of the lilies of lookouts, rangers on their jobs.
24
BUSINESS SCREEN MAGAZINE
Films Can Help Conserve Soil Resources
• SOIL CONSERVATION SERVICE EDUCATES PUBLIC VIA SCREENS •
COW LRIING SOUND AND CELLU
LOID into life-gi\ing lopsoil might
seem to be a wondrous process confined
to the science of chemistry or physics, but, with-
out benefit of the laboratory, Soil Conser\ ation
Service films daily perform this feat bv em-
phasizing the importance of soil and water
conservation and showing the farmer how to
replenish the soil and prevent erosion.
For the last 15 years, SCS motion pictures
have been making easier the Soil Conservation
Service's man-sized job of making the farmer
deeply conscious of conservation farming, en-
couraging conservation fanning, and putting
conservation farming to work. In the early
days of the SCS program, educational "show-
fx)ats" — panel trucks carrying a generator and
projector — carried to some of the West's iso-
lated villages their first sound movies.
Films That .Meet \'aried Needs
Multifarious best describes SCS films, for
they are of many types. Some are general films
which explain the inter-relationship between
conser\ation of natural resources and econom-
ic and social prosperity; some are conservation
how-to-doit's designed to teach the farmer
conservation farming: some are social studies
in film form; others have characteristics of all
previouslv mentioned.
While SCS pictures are intended to be
shown to the general public, in cities as well
as on faniis, they are primarily designed for
farmers: for it is to the fanner we must turn,
after all, to realize conservation on the land.
SCS films sho^v the farmer how to get the
most production out of each acre by putting
it to the use for which best suited; they show
him conservation problems and offer solutions:
they show the farmer how to protect his land
from erosion and loss of fertility.
There are over 2,000 soil conservation dis-
.tricts in the country including, now, more
than a billion acres of farm and ranch land.
Nationwide Distribution Centers
Distribution of SCS filins is made through
Department of .\griculture film distribution
outlets and regional offices of the Soil Con-
servation Service. The latter are located in
Upf>er Darby, Pennsylvania; Spartanburg,
South Carolina; Milwaukee, Wisconsin; Fort
Worth, Texas; Lincoln, Nebraska: .Albuquer-
que, New Mexico; and Portland, Oregon.
Last year, the seven regional offices alone
reported an attendance at film showings of
more than 1 ,000,000 persons. The actual total
attendance figure at SCS film showings is
several times that number, when showings of
USD.\ cooperating film library prints and
purchased prints are considered.
The Soil Conservation Service motion pic-
lure program is founded on the sound prin
ciple of putting the best into a film and
getting the most out of it once it's made.
Consequently films in regional offices are not
permitted to lie idle in vaults but are strenu-
<nish 'pushed-" Field men are vigorous in
dieir use of filins, planning programs for
farmer groups, civic organizations, schools, and
the like. They attend meetings of farmer and
civic groups, show films and re-emphaize in
lectures and discussion the importance of con-
serving our natural resources. During the
summer, SCS fieldmen conduct conservation
workshops for teachers at schools and colleges
where they make heavy use of films. .As prac-
ticed by them, the "personal touch" in using
films cannot be overvalued.
Cooper.\te With Commercial Producers
Losing no opportunity to further the cause
of conservation farming via films, the Soil
Conservation Service cooperates with commer-
cial producers making agricultural films by
tendering technical advice on soil and water
conservation matters, reviewing scripts for sci-
entific accuracy, making acce^ible stock foot-
age, and, as was the case on several occasions
recentlv, bv giving on-location assistance. The
Service believes that by these activities, it helps
put into circulation many creditable films
containing accurate conservation data which
otherw ise would not have been made available
to the public.
Twenty-six SCS films are currently being
circulated. Significantly, of the first 10 most
popular USD.\ films in terms of sales last
\ear, 6 were SCS films; of the 10 most popular
films in terms of showings, 2 were SCS's. More
important than that they show SCS films to
be pleasing to audiences, the figures show
hearteningh that .Americans are aware of the
need to inform themselves about the problem
of soil conservation.
The latest SCS release is Water for a Xatioti,
a black-and-white production running 19 min-
utes. It is an extremely timely film, for some
of the problems shown in it are no more
sharply defined than by the critical New York
water shortage. Water for a Xation makes the
point that farmers and ranchers depend upon
water to raise their crops and livestock, while
the nation depends upon the farmer to guard
its precious water supply by practicing soil
and water conservation. It shows that conser-
vation fanning helps to keep the water in the
soil where it falls as rain or snow, thus retard-
ing run-off and floods, and in arid countrv
is the means of utilizing e\erv drop of water.
How Vou Can Get These Pictures
Information about buying or borrowing
these and other SCS pictures mav be obtained
from either the ^Vashington SCS office, the
regional SCS offices, shown elsewhere in this
article, or the Motion Picture Service, USD.A.
Washington, D. C. •
■"Soil \m> W mfr Co\5tR\AiioN ' shnui prup-
er land use as basis for consen-ation farming.
"LkosroN ;> -; ^'i. i_' innervation film relating
the story of havoc wrought by erosion.
¥■"
•i tisi
"Water" tells the story of this resource; its
values and its t>otential destructive power.
"TopsoiL ■ tells about that thin layer on unirn
we depend for most life necessities.
NUMBER 4 • VOLUME II • I9S0
25
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Father and Son («//( oi/er a fanner's problems
in "The Gro-'olh of a Nation."
SECTION TWO: SPONSORED FILMS IN THE FARM FIELD
Films From Industry Aid tlie Farmer
• NOTEWORTHY IMPROVEMENT IN PICTURE QUALITY WIDENS AUDIENCE •
•k This has bf.i:n a notable [xiioil in the re-
cent history of larm film subjects sponsored by
industry. The tremendous success of such fibiis
as Miracle in Paradise I'alley (Sinclair Oil)
is being matched by two notable premieres
within the past month. In early Mav, the
.•\merican Feed Manufacturers Association un-
veiled The Growth of a Nation to tell the
story of feeds in animal production. On May
22, Dearborn Motors Corporation premiered
Waves of Green, a Technicolor farm docu-
mentary on the contribution of land-grant col-
leges and universities to agriculture.
Picture a M.\ jor Project of Association
Growtli of a Nation was a major project of
the AFM,\ during the past year. In realistic,
accurate portrayals by a professional cast, it
pays tribute to the work of college laboratories
in feed de\elopment, to the jjrogress of the
men who manufacture feeds, and to the farm-
ers and farm youths on the lifeline of our
country. The 35-minute subject was produced
by Wilding Picture Productions, Inc., from a
script by Albert Weeks, and was directed by
Edward H. Grabill, ooth veteran Wilding
creative executives.
Its premiere showing at Chicago's Hotel
Stevens was enthusiastically received and the
film has been endorsed by the Farm Film
Foundation. Distribution to farm groups and
schools will be handled by Modern Talking
Picture Service. Inc. through 26 regional film
exchanges.
Films Advancing All Through Field
Far-sighted sponsors such as the .Vmcritan
Fcetl Manulacturers Association are adding to
the wealth of farm pictures at a most timely
period. Farm groups are being encouraged by
their periodicals and newspapers and by Gov-
ernment agencies such as the pioneer motion
picture activity of the U. S. Department of
Agriculture, to increase their u.se of films.
Farm Youth (Robert Stern) learns the feed
story in "The Growth of a Nation."
Caterpillar's Film Program
Has Basic Sales Objectives
List of Farm Sponsors Is Growing
if There's a long list of active sponsors of
farm-interest films from business and trade
groups and their contribution through ever-
improying content and production cjualitv
is quickly apparent to the viewer. For example
there's the American Plant Food Council with
First in the Hearts of Farmers (Audio) ; the
Associated Serum Producers, Inc. with Valiant
Years (Wilding) ; and The American Agri-
cultural Chemical Company offering several
films.
Among the oil companies. Rubber Lends a
Hand, sponsored by B. F. Goodrich is widely
popular. Sinclair, Texas Company, and the
Ethyl Corporation have excellent farm filni
jjrograms. Few who ha\e seen it will soon for-
get Miracle in Paradise Valley. Sinclair's high-
Iv-lauded farm safety picture. (Wilding)
Ethvl's titles include Masters of the Soil:
Magic in Agriculture: This Is Our Land: .It
Your Command: and others of like repute, all
jjioduced by Audio Productions.
Technical Help Given the Farmer
Farm audiences learn useful technical skills
from Welding Comes to the Farm (Lincoln
Electric) and Texas' Your Farm Workshop.
They learn weed control from Sherwin-Wil-
liams; improved crop production from Great
Story of Corn (Funk's G. Hvbrid) .
Ortho Pharmaceutical Corporation supplies
Star Boarders, a medical film for the dairy
farmer on the breeding of cattle: there are
innumerable good films on milk production,
feeds (Ralston Purina, Dailey Mills for ex-
amples) and fertilizers.
Sponsors of these pictures learned long ago
that their potential audience depends on tac-
tual, useful presentations of material that can
be put to direct use on the farm. Entertain-
ment is frecjueutly provided . . . but on a dif-
ferent phase of the program. •
* Caterpillar Tractor Co. was formed in 192')
by the combination of the Holt Manufactur-
ing Co. and the C. L. Best Tractor Co., the
t^^'0 pioneers in the development of the track
type tractor. Caterpillar's farm film history
iherefore includes activities of both of these
( ompanies.
The first fidl length farm film was produced
in 19U) and dealt with the job of .-American
farmers in the production of vital food sup-
plies in a world at war. Since that time, this
pioneer sponsor has produced approximately
thirty-five films dealing with the agricultural
market.
Objectives of the Farm Film Program
The company's basic purpose in producing
the majority of its farm films is to furtlier the
sale of its products. Merchandising ecjuip-
ment through a network of dealers, its films are
designed solely for their use. Any further
showings are arranged for on an indixidual
basis.
The reasoning for this method of distribu-
tion is explained by Caterpillar in this way:
"We design our films for a certain definite
group (potential customers of our ecjuipmeut)
and we feel that our distributors are the best
possible judges of the audiences to be served.
If by any cliance, they miss a group that later
sends in a request, we do one of two tilings.
Inform the dealer so he can arrange a show-
ing, or fill the recjuest from the company direct.
We much prefer the former, as it establishes
the name of, and a contact for, the particular
dealer involved."
Few Exceptions to Direct Sales View '
There are exceptions, notably certain films '
which Caterpillar has produced for special oc-
casions. Many of its West Coast distributors
are also dealers for Deere & Co. Films have
been made solely for the "Days" which are an
important part of the Deere program. These
films are very limited due to their specialized
treatment. No effort is made to distribute
them through other than Western dealers.
To summarize Caterpillar's film objectives,
we quote: "Up to now we have not used the
motion picttne to build prestige or good will
in the farm field. Our purpose is rather, to
make the motion picture a direct selling tool
in the hands of the salesman.
"The production of motion pictures for
the agricultiual market will continue to be a
[jermanent part of our program. Since our
products cannot be carried in a brief case or in
an automobile, the motion picture is the best
possible means of showing the prospect what
the equipment will do.
"The use of our pictures will continue to be
as a selling tool. Unless we change our opin-
ions, the distribution of our films will continue
to be mainly through our distributor net-
work." Thai's Caterpillar's viewpoint. •
26
BUSINESS SCREEN MAGAZINE
"Waves of Green" a Tribute
to Agricultural Research
•k Two YEARS of research work, followed by
months of production effort were climaxed on
May 22 when the new Dearborn Motors-spon-
sored Technicolor motion picture IViivcs of
Green was premiered before a distinj^uished
audience of state and Fedeial afjricidture ex-
perts, educational authorities, and other lu-
minaries at \ash\ille. North Carolina. The
Jam Hand\ Organization produced this 38-
minute tribiue to America's land-grant colleges.
The |)i(ture was inspired by a speech made
l)\ Dr. )i)hn Hannah, president of -Michigan
.State College, made to the Economic Club of
Detroit. It tells the siorv of the contributions
to agriculture made in the research labora-
tories of these schools, including the de\elop-
ment of the seed industry, sponsored by col-
lege extension services; the work of Oregon
state scientists who saved their state's orchard
industrv from slow strangulation due to trans-
portation costs; and the development of rust-
resistant wheat by E. S. McFadden at Texas
-Agricultural and Mechanical College.
Story of Teamwork in ihk F.\rm Field
The teamwork of these scientists, including
Dr. F. R. Bcaudette of Rutgers who helped
conquer Newcastle disease in poultry — the
work of W. J. Morse of the U. S. Department
of .\gricultine in de\eloping the soybean in-
dustry — these are joined together with the
service of countv agents, extension workers,
and special courses at agricultural colleges
open to all. Research work in 46 of the 48
United .States was a |)re-requisite for the pro-
ducer before this film could be ^nitten.
During actual production. Jam Handy di-
rectors, actors, and camera crews swung out on
a 6,800 mile trek that took them from coast to
coast for field location secjuences.
Bro.^d P.\noram.\ of the .\meric.\n Scene
The result is an inspiring overview of the
.American Way, lulh deser\ing ul ilie state
piemieres lor l\'(wes of (ireeri being held on
the campus of each of the 4i) land-grant col-
leges throughout the coinitry. These state
premieres are jointly sponsoretl by the Dear-
born distributor in each area, by college offi-
cials, and agiicultural authorities in each state.
Here is the sponsored motion piciure at its
l;cst — and gieatest!
This historical story begins with the signing
of the Morrill .\ct in 1862 by President Abra-
ham Lincoln; it is an unfinished epic as the
work of the land-grant colleges contiiuies. •
.MicHto.\N St.vte's first agricultural class nut
in lSy7. A scene in "Wai'es of Green."
Illinois Central Railroad's Rural
Film Program Serves Dual Role
■k "Film production and presentation serves a
two-fold purpose for us," explains John T.
Hawkinson of the Illinois Central Railroad's
Library of .Audio-Visual .Aids, "first to edu-
cate and inform the fanners along our line,
which rims straight thiough the heart of
.America, and second to encourage full land-
utilization along our lines."
IC maintains a full-time .Agricultural De-
partment under P. R. Farlow, general agri-
cultural agent, with headquarters at Chicago,
Illinois. A stall of agricultural agents ha\e
headquarters at Baton Rouge, Louisiana; Jack-
Dr. F. R. Beaidette of Rutgers Vni-
^•ersity conquered Xewcastle disease in
poultry. A scene in "Waves of Green."
son, Mississippi; Memphis, Tennessee; Padu-
cah, Kentucky, and Waterloo, Iowa. Forestry
agents ha\e stations at Baton Rouge and at
Hattiesburg and Jackson. Mississippi.
Using the "visual-li\e" method of presenta-
tion, tfiese agents attend and conduct farm
meetings, acting in the same capacity as the
county farm agent with the exception that they
are not on Federal pavroll. The filins, which
are silent, are explained by the agent who also
answers any questions which the audience
might have.
Cooperation and nnuual assistance between
the farmer, the cattleman, the dairyman and
the lailroad is the final goal of these educa-
tional and informati\e presentations. Bv en-
couraging the farmer to raise more and better
Clops, the railioad is paving the way for in-
creased shipping. The piogiam also fits into
the country's national economic situation.
.A report b\ Mr. Farlow states, "W'e use ino-
( continued on the following pace)
F/irm film audiences like this typical group of nnnl .-{mericans are rolling up im pressii'e attendance records.
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lion picluics of three types in our work —
those we produce ourselves, those which we
borrow from other companies and those wliich
we secure from the U.S. Department of Agri-
culture." •
General Mills Broadens Program
With Four Farm Films Now in Field
■k Since the war. General Mills. Int. has broad-
ened its film program in the agricultiual field
by employing sound motion pictures instead
of the former slidefilms. At the present time,
four farm films have been completed including
Farming for Facts, Pig Sense and Hng Dollars,
Smart Dairying and Poihetbnok Poaltry with
a fifth subject on turkey feeding in production.
As explained by Tom Hope, head of Gen-
eral Mill's actixe film department, "We have
four feed di\isions covering the United States,
and each district in the divisions has one pro-
jector and prints of all films."
Emph.\sis on Service to Groups
Since meetings are frequently held for from
25 to 200 dairymen, hog feeders, poultry feed-
ers or other grou])s, it is necessary that films
be informative and vet interesting. For this
reason. General Mills has abandoned many of
its earlier films which emphasized the selling
angle alone and is now featuring service films,
allowing the salesman to do the selling.
In addition to the films which the salesmen
use themselves, a small number of prints of
each picture arc maintained in the centralized
General Mills Film Library. These are booked
out to schools, meetings, etc., and are listed in
some rural catalogs. "However," Mr. Hope
adds, "we try to be very careful in advising
schools that they are sales films. Farming fnr
Facts, the story of the Research Farm itself,
has the least amount of direct selling in it and
is the most popular."
Product Interest Is Feed .Sales
.\lthough this company deals with farm
films only in a "feed" capacity, special motion
pictures are ordered when requested for spe-
cific meetings by the Feed Sales Department.
GM's latest film venture is participation in the
all-industry production for the American Feed
Manufacturers .Association which tells the
story of how formula feeds came into being.
Generosity Plis is the nature of tlie hero in
Deere's "Roots in the Soil."
Deere & Company a Major
Sponsor of Farm Pictures
•k Deere and Company, Moline, Illinois, was
one of the early users of business films. Start-
ing in 1930 with silent sales and service pic-
tures shown to farm audiences in a fe^v deal-
ers' stores, the prograin has grown in impor-
tance until today Deere is a major sponsor ol
sound motion pictures selling the farm mar-
ket, with 95 per cent of all John Deere dealers
participating.
The annual program is called "John Deere
Dav" and is centered aiound fi\e to seven
sales, educational, and entertainment films.
The local dealers are provided promotional
materials and assistance in the form of in\ ita-
tional broadsides, newspaper ad\ertisements,
news releases, posters, and radio spot an-
nouncements for building attendance. The
dealer pavs all costs on the local level; the com-
pany furnishes the films and equipment for
putting on- the show, plus a two-man crew to
assist with the program.
Typical "Deere Day" Time Schedule
The preferred pattern for a John Deere Day
is as follows; First pictures start at 10; 30 or
1I;00 a.m. Free lunch is ser\ed from 12 noon
to 1;00 or 1;30 p.m. Pictures and remainder
of program, which includes a registration pe-
riod, introduction of dealer's personnel and
drawing for door prizes, is completed by 3:00
or 3; 30 p.m. This schedule is varied to meet
local conditions when necessary. Afternoon
shows and night shows are preferred by some
dealers and tfie company goes along with this
procediue where it seems advisable.
When Deere and Company produced its
first soinid film in 1936, several dealers indi-
cated they would be willing to hire local thea-
tres for their shows if 35mm film was provided.
This was done and encouraged in succeeding
years, the company believing that theatre
showings do a better job of selling, with the
audiences more comfortable and gaining a
better impression of the product on the larger
screen. Today, practically one-half of all shows
are 35mm shows in theatres, with some dealers
using as many as three theatres to accommo-
date the crowds.
A Dramatic Scene in the latest Deere
motion picture "Roots in the Soil."
Co.
Deere has pioneered in the use of Ansco
35nnii color for commercial pictures. Two pic-
tures of the five used in the 1949-50 shows were
.Ansco color with Kodachrome reductions pro-
\ided for the lOnun shows. Reid H. Ray Film
Industries, St. Paul, produced the two Ansco-
color films. What's Neif for 19^0 and .in Eye
to tiie Future. Both were sales pictures, as were
black and white Beyond the Price Tag and'
Farmer of the Year, a soil conservation picture,
also produced by the Ray firm.
Reid Ray Conservation Film Praised
Farmer of the Year has been acclaimed as an
outstanding promotion picture by leaders in
the soil conservation movement. It tells the
storv of an obstinate farmer (Walter Baldwin,
Hollywood) who refuses to go along with the
soil conservation program in his community,
but is finally converted by his wife (Marie
Bainbridge, Minneapolis) and son (Bob Cole-
man, Hollywood) with the aid of the soil con-
servation agent (Boyd Crane, Chicago) . The
success of the picture is due to its realism in
picturing the process of conversion necessary
in the case of thousands of farmers.
The 1949-50 feature entertainment picture,
which is the principal crowd puller for John
Deere Days, was produced by Wilding Picture
Productions, Inc. Its title. Roots in the Soil,
is suggestive of the message it carries.
When John Deere pictures have served their
original purpose — showing at John Deere
Days — they are added to the film library for
circulation to all types of farm and small town
audiences. Among the films now available to
rural audiences on a free basis, except trans-
portation, are;
"Roots in the Soil" a 57-minute picture tells
the human interest story of a siuall-town
banker.
"Doctor (im " 50-minute film-story of a young
country doctor's aspirations and struggles.
"The Windjammer" a light-hearted 55-minute
picture starring Bob Biuns plus music and
dancing.
"Keep Vour Eve on the Soil" 20-minute film
emphasizes importance of soil maintenance.
"Farmer of the Year" 18-niinute subject
acclaimed for its handling of soil conservation j
problem.
♦ .\11 of these and other Deere films may be
ordered from Reid H. Ray Film Industries,
2269 Ford Parkwav, St. Paul, Minnesota. •
Stellar Casting marlis the tuaiority of Deere
ir Co. films produced by ]Vilding.
\\ ^"^7%
h^ .
28
BUSINESS SCREEN MAGAZINE
XtU C n WII'IIIN^ nt I K \NMc.KI \1 His" fl IP-
cenl Kodaihrome film of Hon'eslft fnrnt equip-
ment in the field.
Since 1911. International Harvester Co.
Has Pioneered the Use of Farm Films
•k Motion pictures and sound slidefilms are
pla\ing a more vital part every year in Inter-
national Har\ester Company's relations with
dealers, customers, and the public.
The first industrial motion picture, entitkd
Back to the Old Farm, was produced b\ Inter-
national Harvester in 1911. Since that time
the companv has had a continuing program of
films for entertainment, education, and sales
promotion. More than 200 motion pictures
and about 150 sound slidefilms have been
made.
Improving Distribltion Real Problem
Todav, 24 current subjects in the fields of
farm equipment, industrial power, motor
trucks, and refrigeration are in such wide-
spread demand that filling requests for film
loan is generallv se\ eral months behind. "Show
the right film to the right people" has become
the watchword as the requests pour in for
shows.
The nationwide "Familv Parties '—where
the local dealer entertains his customers for a
dav in the fall or winter — have been given
first run on all entertainment and educational
pictures. From two. million to four million
people may see anv entertainment picture over
a two-\ear period. Additional distribution (or
the life of the picture may come from colleges
and universities, civic clubs or women's clubs,
farm organizations, high schools or grade
schools.
The Romance of the Reaper, the storx of the
invention of the first successful reaper by
Cyrus Hall McCormick. has been one of the
most popular all-time favorites. Helpful
Henry, Farm Inconveniences and My Model
Farm are comedies with high attendance rec-
ords over a period of 15 to 20 years.
Each Film Has DEFiNrTE Objective
The general objective of all films is to pro-
mote a better way of life on the farm and in
business and industrv. Soimd slide films are
generallv directed at company and dealer per-
sonnel to show better methods of operation or
of merchandising.
.■Uthough during the war pictures were more
of educational nature, an increasing percent-
age of subjects are now dealing directh with
sales. .\ portion of the film program, of course,
will always be devoied to vital national prob-
lems of agriculture, iiuliistry, and transporta-
tion. Enterlainmeni films will always be de-
sirable and necessary. The general scope in all
classifications seems certain to increase.
Some of the most recent popular films are:
.An .African Adventure with Commander Galti,
A H'fly of Life, County Fair, For Land's Sake,
Monarchs of the Forest. Xew Champions of
Transportation. Soil, Water and People.
L'nder Western Skies, and International Pii-
torial Xo. I. •
The Texas Company .\dds a
New Picture to Farm Library
Sponsor: The 1 exas Company
Title: Your Farm Workshop, 18 min.,
color, produced by .\udio Productions,
Inc.
•k The Texas Company has consistently
used films for many years as a main tool
in reaching the important farm market
for petroleum products.
The company is a frequent host at
grange meetings for not only the farmer,
but his whole family.
Texaco farm filins are friendly, un-
pretentious and informative. New edi-
tions of the Texaco fann newsreel are
put out from time to time, as well as
handsome pictures devoted to such activi-
ties as apple and chicken production.
Usuallv, a Texaco delivery truck, and
sometimes a route man, turn up in the
films, but ne\er in a forced manner of
straining for the plug.
Your Farm Workshop is similar in
pattern to the other Texaco farm films.
It tells of the value of having a good
workshop on the farm for maintenance
and repair of mechanical equipment and
buildings. It describes how to organize
and house the workshop and something
of the basic principles of craftsmanship
required to get the most out of a shop.
Texaco farm films are an activity of
the Sales Promotion Department under
Mr. f. M. Gregory.
Some Other Useful Texaco Films
War on fVear shows farmers importance
of lubrication and care of farm ma-
chinery.
The Chicken of Tomorrow, a color film
on breeding of improved fowl.
Your Apple Orchard, also in color, covers
range of winter preparation of blossoms,
spraying and cultivating, through har-
vesting and marketing of the apple crop.
♦ These and other Texaco farm films
can be booked through the company's
sales promoticm offices.
Record .Aidiences like this attend showings of
Minneapolis Moline films in the field.
Minneapolis-Moline Dealers Report
Record Attendance at Film Showings
■k Minneapolis-Moline dealers over the coun-
try are reporting record attendances the first
three months of this year for their dealer day
programs which feature the showing of two
1600-foot films produced by the farm ma-
chinery company.
On the basis of reports that are still incom-
plete, over a quarter of a million people at-
tended performances given by MM dealers in
just a little oxer two months. .\ larger percent-
age of capacity audiences were reported this
vear by dealers who sponsored the showings.
Most of showings were held in local theaters,
school auditoriums, or commiuiity halls.
Films released this \ear by .Minneapolis-Mo-
line were both in color, one entitled .-in .Amer-
ican Journey and the other Weather Whys.
The former, pureh a general interest film, is
a travelogue that includes scenes filmed in the
United States, Canada, .Mexico, and many Cen-
tral .American countries. M'eather Whys, pro-
duced with the cooperation of the U.S. weather
bureau, is a story of weather and how modern
farmers cope with it.
Fifteenth Year of Fil.m Utilization
Minneapolis-Moline began to use films in its
ad\ertising program over fifteen years ago, and
was one of the first to produce an industrial
film in color with sound. Its films are now in
great demand b\ schools, colleges, and civic
organizations. Us records indicate that over a
million students alone view some of their films
in the course of a year.
Last year the compan\ released two films
that also proved cxtremelv popular with audi-
ences. One of these. This Heritage of Ours.
a stor\ of .America and its growth from a wil-
derness to the greatest nation in the world, has
been shown on numerous tele\ ision stations in
\arious parts of the country. The film was re-
centlv chosen by the Reorientation Branch of
the \\'ar Department for showing next fall at
a National Exposition in Japan.
The second film, Reasons for the Seasons.
was selected b\ the Office of International In-
formation of the U. S. Departiuent of State for
distribution to various countries of the world.
Ten prints of this film, which is a story of the
four seasons of the \ear and how they affect
farming, will have world-wide distribution.
NUMBER 4
VOLUME II • 1950
29
Service Is Credo of Sears Pictures
• FILMS OF SEARS-ROEBUCK FOUNDATION SET HIGH STANDARD
if Farm Voith is inticed i\ell-sci\cd b) the
genuine public relations film program of the
Sears-Roebuck Foundation which is dedicated
to the interests and needs of the boys and girls
of rural America as well as to the interests ol
their parents.
Born some twenty years ago in the making
of Partners Three (a 4-H Club film) by vet-
eran farm film specialist and distributor C. L.
Venard of Peoria. Illinois, the Sears Founda-
tion program now includes some eleven such
pictures. E. ). Condon, Sears execiuive. is its
mentor as he has been since the first program
was worked out in 1929. The early silent 4-H
Club picture has now given way to a Kiinm
soinid program.
Recognition of the sometimes neglected
axiom that "the best advertising films are those
containing no advertising" is basic in this
program. Mr. Condon frecjuently sums it up
These Sears-Roebuck Foundation filma
(scenes below) xvere produced by C. L. I'enard.
Tliey include "Southern Sunrise", "National
Farm Oddities" (center) and (below) a scene
from "National Farm Neu'sreel."
like this "a public relations program that is
designed to sell goods will fail, but a publii
relations program that does not sell goods, is
not a good public relations program."
Sears' A Stitch in Time, produced by Venard
(as were all Sears films except one) sells no
goods but won a National Safety award as the
best farm safety film of its year and is one of
the most popular subjects in the library. Time's
a ]]'astin' promotes more efficient methods by
showing practical larm work simplication. An
Ounce of Prevention is aimed at reducing
losses through proper care of livestock.
The 4-H and Finine Farmers films are Tliat
Insjiiring Tasli (produced by Paul Thompson
of Seattle) ; Under the -i-H Flag (popular since
1935 when it was produced) : and Where the
Road Turns Right, an inspirational message
to local volunteer 4-H Club leaders.
The People Together tells flow a group ol
farmers band together to save the topsoil in
their valley . . . thus helping groups who help
.American agricultine.
R. V. Mullen of the Sears-Roebuck Founda-
tion reports that print demand is very heavy
and that increasing thousands of audiences are
apparently being reached each year. These
films are available to all organized groups and
schools, primarily but not exclusixely rural.
"We believe . . . that demand for farm films
is bouird to grow ever greater."
The philosophv behind this public service
lilni program has paid first dividends to the
groups who see the pictures. Increasing inter-
est in stich worthwhile movements as the 4-H
and Future Farmers organizations has, in turn,
advanced the whole larm field. Perhaps best
of all is the underlying fact that all Sears
Foiuidation films look and listen as if thev
were created by folks who understand the in-
terests and thinking of rural Americans, as in
lact they were. No greater tribute could be
]jaid to the sponsor and the producer. •
* « #
Swift's Agricultural Research Division
Films Serve the Livestock Producer
•k Five Kimm soimd motion pictiues, spon-
sored by the Agricultural Research Division of
Swift & Company, render invaluable service to
the livestock producer. With more than 100
prints of each subject available, they are busy
throughout the year among college and high
school agricultural classes, farm and livestock
organizations, and small town civic groups.
Livestock and Meat is a 45-minute film on
preservation of meat: Coivs and Cliickens. . .
USA is a 2,5-minute subject on Swift's activi-
ties in the dairy and poultry field; B\-Products,
a 10-minute film shows the use of inedible
portions of meat animals: Meat Buying Cus-
toms shows, in 10 minutes, the infiuence of
ctistomer preference on the prices which meat
packers pay for livestock: and A Nation's
Meal. jO minutes in color, covers the rotue of
.America's meat supply from the roiuiclup to
the family dinner table. •
Business Screen Checks Farm
Film Audience Reactions in East
•k It is customary to think of the great mid-
west as the heart and soul of .American agri-
culture, yet within one hundred miles of New
York are farm areas as distinctly farm-minded
as any comity in mid-Iowa.
Truck farmers in upper New Jersey and in
Nassau County, dairymen and apple growers
along the Hudson Valley, and the potato and
cluck producers of Suffolk Comity are, indeed,
a big market for farm suppliers, and are as
receptive to films as any other area in the
country.
Showings .Are Well-Publicized
In Riverhead, .Suffolk County, for instance,
showings of farm films regularly draw large
audiences. As an indication of the importance
of these showings at local potato or duck rais-
ing groups, the Riverhead CoUiNTY Review an-
notnices them in advance, often describes the
films to be shown almost in the same promi-
nence as editorial mention giv en to the current
Hollywood show at the movie theatre.
One Riverhead potato grower said recently
that he had adopted a couple of ideas he saw
in a Texaco farm ncwsreel. Although he had
read about them before in a magazine, seeing
them in action had convinced him they might
help his farm.
A large apple grower near Hudson, New
York, saw "7 or 8" movies last winter at his
local lodge— said they were very popular, espe-
cially if they had some new ideas. Miracle in
Paradise Valley was very well received.
Oil Company Films Widely Shown
The Ethyl Corporation has sponsored some
notable films, some as a friendly donation to
the National Retail Farm Equipment Asso-
ciation and its local chapters. Ethyl has dis-
covered that 45% of farm film audiences are
women and childien, and although the man of
the family is the one to influence for specific
results, Eihvl movies are always designed fori
the whole family.
Sinclair's major contribution to the farm
film lias been The Miracle in Paradise 1'alley,
but the company maintains a regular farm
promotion for Sinclair products.
Other Eastern industries reach the farmer
to a lesser degree. American Agricultural
Chemical Company, The Farm Journal and
Dailey Mills are some of these. One of the
best farm pictures in years was the American
Bankers Association's Bill Bailey and the Four
Pillars.
Farm Films Designed for Farmers
Companies which have used a special farm
film promotion have found it most effective.
Farm groups are exceptionally receptive to"!
material prepared for their particular interests.
This does not mean, however, films prepared
for a Reuben with a straw in his teeth. The
modern farmer is more likely to have a Cadil-
lac in his barn and a TV antenna on his roof.
30
BUSINESS SCREEN MAGAZINE
SECTION THREE: THE FARM FILM ORGANIZATIONS
Farm Film Foundation Gains Stature
• SERVICE TO RURAL GROUPS EXPANDS FIELD OF FILM USE •
■k ()ii;aiii/<ii witli till- ioi)|Kra(ion ol all ol
llu- major national lann oioani/ations in Mav.
UMli. ihc Farm Film Foimdation has, in fonr
Ncais, Ciiablishecl itself as a national institu-
tion in the held of audio-visual education.
Uniiuii its lust twelve months of existence, the
M'.ajor elforl was directed toward building an
or;4ani/ation, setting up depositories, re\iew-
ing films for Foundation endorsement and
establishing a competent board of consultants
to work with sponsors on projected pictures.
To%vard the end of 1947 tlie Foundation got
into full swing and since that time its services
ha\e tripled each year. It was chartered as a
non-profit institution dedicated to the crea-
tion of better understanding between rural
and urban .America through audio-visual ed-
ucation. It has held closely to its chosen field,
98"^, ol its films being shown to meetings of
Granges, Farm Bineaiis, 4-H Clubs, Future
Farmers of .\nierica, \'o-.\g classes, etc. Judg-
ing from the response it has recei\ed both
from sponsors of acceptable industrial films
and from the farm audience it reaches, it is
living up to the purpose for which it was
originallv created.
SixF-SuppoRTiNG Since 1948
It was through a grant-in-aid from the Foim-
dation for .American .Vgriculture, with which it
is closclv allied, that the F'arm Film Founda-
tion got uniler way. Since 1948 it has been
self-supporting. Its income is derived from
sponsors who pav for the distribution of their
films and lees for consultant services it ren-
ders to film producers. Endorsement of a pic-
ture by the Foimdation has beccjme the symbol
of a blue-ribbon film in all of rural .America.
The Foundation has a distinguished board
of trustees, composed of top leaders from the
national farm oiganizatifjnsand a number of
outstanding businessmen whose companies are
closely allied with agriculture, either through
processing agricultural commodities or mer-
chandising directly to farmers. The president
of the Foimdation is Walter D. Fuller, who is
chairman of the board of The Curtis Publish-
ing C^ompany, publisher of The Saturday E\e-
ning Post, Country Gentleman, Holiday, etc.
The executive vice-piesident is Mis. C. Dana
Bennett, who is also a trustee of the Founda-
tion. In aililition, there is a national advisory
committee composed of state Grange masters,
state Farm Bureau presidents, and other farm
leaders, plus a board of consultants made up
of editors of leading agricultural magazines,
information men of the national farm organ-
izations, and specialists on rural life.
The job of the board of consultants is to re-
view pictures submitted to the Foundation for
endorsement and to advise on the producing
of new films. 1 he rules set up for the accept-
ance ol pillules aie so strictU adbcied to thai
onl\ about one out of e\ery ten submitted are
appro\ed lor Foundation distribution. These
rules slate that a picture must be basically edu-
cational, interesting, and free Irom excessive
adxertising or prO])aganda. Films now on its
list show how closely these rules have been ad-
hered to. They represent the finest examples
of audio-visual |)roduction, and their sponsors
read like a list of Who's \\'h» in liuliistr\ and
.Agriculture.
Reviews ^"ILMS Without Oblic..\tion
The Foundation is always glad to review
pictures for sponsors free of charge and to re-
port their findings in confidence. If a film is
accepted for Foundation endorsement, the
sponsor still is not obligated to make prints
available to the Foundation for distribution.
If he does, endorsement leaders are attached
to these prints and may also be obtained for
other prints, if desired. .Accepted films are re-
\iewed in columns conducted by the Founda-
tion in a number ol farm magazines with na-
tional circulation and are included in the
Foundation's film list which is sent to more
than 30,000 agricultural leaders.
The ]3eo])le who have struggled to build the
Foundation into an institution with fourteen
major branches scattered across the country
and seven additional sub-branches showing to
audiences in strictly rural America of approxi-
matelv 2,000,000 gaze back with a feeling of
wonder and amazement at how far the Foun-
dation has come in such a short time. With
the experience they now have accumulated,
they are looking ahead to an ever-increasing
number of good pictures and an ever-increas-
ing audience in rural .America, They believe
they are working with the most important
media available to unite our American people
in our fight to survive in a chaotic world, •
Over 1,000 Farm Films Listed
In New "Farm Film Guide"
♦ Descriptive listings, together with
sources and other useful information, of
over 1,000 directly related farm motion
pictures and sound slidefilnis are in-
cluded in the new first edition of the
Farm Fii,.\i Glide now being published
by the Editors of Bi siness Screen.
The 84-page book will also feature use-
ful technical data, projection hints, and
tables for farm film users. It has been in
preparation and revision for many
months but orders are now being ac-
cepted for July delivery at 150 E. Supe-
rior Street, Chicago 1 1. Single copies will
list at 50c, postpaid.
.Undiverted Interest marks the faces of lliis
typical audience viewing Sears Foundation
motion pictures (story on opposite page).
Four Rural Film Councils Begin
Film Council of America Reports
•k Four rural film councils including Sayce
(Beckham County) and Medford, Oklahoma;
Polk County, Georgia and Nobles County.
Minnesota, are now in operation according to
a recent report from tlie Film Council of .Amer-
ica. These councils are organized so that they
arrange their meetings in different sections of
their territorv giving everyone a chance to
participate.
Organized from various sources, the Polk
Countv Council grew out of an a-v coordina-
tors" meeting which was held in several of the
countv schools. Film previews, demonstrations
of the use of filmstrips, opaque projectors and
other a-v aids are featured at their get-to-
gethers.
The Beckham County Council has acted as
an advisorv preview body to help select films
for purchase for the county film library. It
also furnished films and projectionists for vari-
ous club meetings, meetings of the Farmers'
Union, TB Association, home demonstration
club gatherings, church groups, etc.
Building up the county film library of edu-
cational films is the task taken on by the Grant
County Council which is also aiding program,
leaders in adult organization to choose films
and other audio-visual aids for their activities.
Thev arrange for wide circulation of films that
are in the communiiv for only a short time,
help to train projectionists, and are building
a local film information center.
These rural film councils not only extend
the scope of the a-v program, but also encour-
age friendliness and neighborliness and a bet-
ter understanding among the rural residents.
Write Film Council of .America headquar-
ters, 57 East Jackson Boulevard, Chicago, for
details on organizing a rural film council. •
NUMBER 4
VOLUME II • 1950
31
Adolphus Busch lu an lustoricril sequence from "The Home TInit Failh Biiill"
"The House That Faith Built"
THE INSTITUTIONAL MOTION PICTURE STORY OF ANHEUSER-BUSCH, INC.
THE HISTORY OF ANHEUSER-
BUSCH is one of tliose stirring tales of
American enterprise that, in a sense,
also tells a good part of the history of this
country during the past hundred years of our
swift and unprecedented economic and social
development.
This is the narrative theme of an impressive
new 39-minute sound motion picture The
House That I'ailli Built, recently produced by
Wilding Picture Productions, Inc. with a fea-
tured cast of Hollywood players in the lead
roles. Premieres are being currently held in
900 cities throughout the U. S. by members of
the .Anheuser-Busch distributor family.
Following a brief preface of company opera-
tions, both internal and external, the main
body of The House That Faith Built unicels
a fascinating story of its early founding and
growth. For this is also tlie romantic story of
young Adolphus Busch, who built The House
with vision and determination. Its most stir-
ring sequence relates the episodes of the pro-
hibition era when Anheuser-Busch became one
of the nation s leading suppliers of bakers and
pharmaseutical yeasts, and other important by-
A New Feature Length Picture
Unreels the Stirring History
of a Great American Enterprise
protlncts such as malt, corn syrup and corn-
starch. Keeping faith with its workers, the
company saw that faith justified in a spon-
taneous demonstration by the people of St.
Louis on the eve of repeal. This impressive
ceremony was re-enacted especially for the film
in one of the most spectacular crowd scenes
ever filmed.
Lyle Talbot, Arthur Baker, and John Dou-
cette are featured Hollywood players and their
resemblance to the real-life persons they por-
tray is due to the genius of Jack Pierce, make-
up artist who recently created characters for
I lie Technicolor production of Joan of Arc.
Wallace Fox directed for Wilding; the screen
siory is by Morgan Gibney.
Opening scenes for the film are set in the
offices of a museum liistorian who aids a re-
porter in preparing a story about American
industry . . . his account of the record of An-'
lieuser-Buscli is background for The House
That Faith Built. What this story meant to
the transportation industry (in the develop-
ment of refrigeration cars) ; to agriculture (in-
creasing the quality of domestic grains) ; to
workers (through building a great enterprise
affording thousands upon thousands of jobs in
related lines) —these arc the facets of important
interest behind a strong and convincing mo-
tion picture narrative.
Working directly witli Wilding in the pro-
duction was the D'Arcy .Advertising Agency of
St. Louis, representing the Anheuser-Busch
Company. Mr. Percy Orthwein, D'Arcy vice-
president, and Mr. Ray Krings, director of ad-
vertising for .Anheuser-Busch, served as tech-
nical advisors to the Wilding Pictures produc-
tion staff.
Always entertaining. The House That Faith
Built is in the regular theatrical tradition as
a high-quality, fully professional picture. It
will be welcomed by adult audiences to whom
the company plans to make prints available
following the three-month premiere program
now being handled by Modern Talking Pic-
ture Service, Inc. •
Historian meets reporter to tell the stirring
story of Aniieuser-Busch and Budweiser Beer.
RoM.ANTic angle: the youtliful Adolphus
Busih and his pretty bride m a lig/it moment.
Conrad's in St. Louis became a favorite ren-
dezvous for prominent people of that city.
32
BUSINESS SCREEN MAGAZINE
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II
VOLUME
• 1950
33
SOMEONE HAS MADE the
remark "It is what the\ see
that helps them understand
what they hear," and that is in a
nuishell the principle the Federal
and State Extension Services have
been using for many years in
teaching better agricultural meth-
ods to the American farmer.
Nearly 3,000 counties of the
United States have one or more
agricultural representatives, both
men and women, cooperatively
employed by the Federal Govern-
ment, the State Land Grant Col-
lege, and the county. It is these
representatives, the countv agri
cultural agents and homeniakers,
who pass along to the farmers of
our nation information garnered
from research by the United States
Department of Agriculture, the
State Land Grant Colleges, the
State .Agricultural Experiment Sta-
tions, etc., for better agriculture
and homemaking. We have found
through many years of practical
experience that the combined
senses of seeing and hearing, used
collectively, surpass any other
known method or methods in the
teaching of voluntary audiences.
SLIDES & SLIDEFILMS
Through the years we have kept
pace in using the most modern
visual aids of the time — from the
old 314x4 black-and-white lan-
tern slide, through black-and-
white slidefilms to color slidefilms
and 2x2 color slide sets. Today
the 2x2 color slide is without
question the No. 1 visual aid em-
ployed by the county and home
agent. In view of this popularity
of the 2x2 (double frame) color
slide, we now make all of our color
slidefilms and many of our black-
and-white films in this size in or-
der that individual frames may be
cut from these films, mounted in
2x2 ready-mounts or the new alu-
minum binders and used in slide
form, thus permitting the agents
to insert many of their own slides
locally produced. This has the
effect of bringing the deiuonstra-
tion area or subject right down on
the home front. Experience has
definitely shown that this localiz-
ing of the subject has great selling
advantages over using pictures
that have been made in another
pan of the coinitry. The difficulty
34
Visual Aids for Rural Teaching
by George C. Pace, In Charge, Visual Aids Section
EXTENSION SERVICES, U.S. DEPARTMENT OF AGRICULTURE
formerly experienced by home
demonstration agents in the dark-
ening of farm hoiues in mid-after-
noon to show slides and slidefilms
is now completely in the past with
the advent of the new 1000-watt
projectors. These new projectors
will definitely be a boon to the
agents in the use of slide material.
Immediately upon the comple-
tion of a new slidefilm, one print
is automatically sent to each state
extension service for screening as
a notification print. If the film is
apjjlicable for use in that section
of the country, additional prints
may be purchased for distribution
to comity agricultural workers
within the state. Recent color
slidefilms released are: A Step-
snving U Kitchen, Diseases of
I'egelables, Diseases of Fruits, Dis-
eases of Cereals, Insect Pests of
Vegetables, Crops of the Aynericas,
etc. It is interesting to note that
over 30,000 of our slidefilms were
purchased last year by organiza-
tions other than Extension. Most
of these were purchased by schools
and colleges teaching agricidtinal
subjects.
CIRCULAR LETTERS
In adclition to using motion pic-
tures and slidefilms, county agri-
cultural workers make use of
many other visual aids. One of the
more jjopular uses is in dressing
up their circular letters with ani-
Move Merchandise
Solve Training Problems
Build Public Approval
Win Product Acceptance
Teach Employees
. . . through the use of carefully
planned and executed films
WW m 11 iip m
Motion Pictures
Slidefilms
Films for TV
V
lEiK I licm^^.*^
6063 Sunset Boulevard
Hollywood 28
GRonile 6464
mated illustrations which we have
termed SPOTS. Not only does the
use of the SPOTS dress up the
letter, but they are most useful in
helping carry the subject matter.)
content visually.
STILL PICTURES
The Extension Service in Wash-
ington maintains a file of some
30,000 black-and-white still pic-
lures depicting a great many
phases of agriculture. To name
but a few uses of these pictures —
I hey aie used for illustrating our
own publications, by state exten-
sion services in their own publica-
tions, by editors of national farm
magazines, exhibits. In addition
a great number of the pictures
used in the production of a slide-
film may come from this stockpile
of agricultural photographs.
EXHIBITS
Both the Federal and State Ex-;
tension Services make rather ex-
tensive use of exhibits. In the<
States these are usually produced)!
for fair and large meeting use.
Those produced by the FederaW
Office in Washington are usually
designed for national use and
more recently for international
consumption. During the past
year we ha\e produced exhibits'!
especially designed for and exhib-
ited in Germany, India, and for
the international FAO conference
in Washington.
Yes, the man who said "It is
what they see that helps them
understand what they hear" mav
have said it in theory, but thei
Extension Services have proved
the wisdom of his statement in
|>ractice. •
Commercial Picture Equipment Firm
Elects Robert Hall as President
♦ Formation of a new Chicago
audio-visual concern. Commercial 1
Picture Equipment. Inc., with
office and plant facilities at 1567
W. Homer St., Chicago, has been
announced.
Robert H.\ll, formerly of Da-
Lite Screen Co., is president of the
new company. Manufacturing
plans include the immediate re-
marketing of a portable rubber 1
projection screen which was a war-
time casualty. The "Fast-Fold"
screens will start at 41"x56",
going up to 9' X 12' and feature
extreme portability. Frames are
of aluminum.
BUSINESS SCREEN MAGAZINE
J.
Hy-Test Safety Shoe Picture
Prints Now On Sale Basis
4 I'irsi |)iil)lLii/iil :il)()ul 60
ila\s ago, I he souiul motion
piiluif One Ounce o\ Safrty
lias iiRt with Muh enthusiastic
response lliat its sponsoi, the
Hv-l'est Saleiv Shoe Division
oi inleinational Slioe Coni-
panv, lias deeided to make it
available lor purchase by pros-
pecii\e users desiring perma-
nent possession for their film
libraries. Sarra, Inc. was the
producer.
The |)riniary piu pose of the
film is lo give plant safety
dirtctors a forceful "visual
tool" that can be used to
impress upon workers the im
portaiue of wearing protective
footwear. Each year there are
over tiO.OOl) foot injuries in
plants throughout the coun-
itry. Most of these could be
prevented by the wearing of
•Salety Shoes.
"Our original intention was
to have a number of prints of
One Ounce of Safety available
for loan on request to our
industrial customers," said
Norman C. Whitsett, Hy-Test
general manager. "However,
retjuests have been so heavy
that we find it impossible to
fill all of them in a reasonable
period of time. I'o si^eed up
circulation of the film gen-
erallv and to accommodate
proinptlv companies with
large employment and divi-
sional plants recpiiring weeks
and e\en months of showings,
we have decided to make
prints of the film available for
purchase and permanent pos-
session."
The cost will be $47.50 per
print. For further details,
prospective purchasers should
contact their Hy-Test sales-
man or write H\-Test Divi-
sion, International Shoe Co.,
St. Louis.
Ideal Installs Peerless Unit
♦ I'tFRitss KriM Processing
Corp. equipment has been in-
stalled at the general film
service station of Ideal Pic-
tures Corporation, 58 East
South Water Street, Chicago.
DaLite Appoints Ellis Peck
♦ D.^LlTF. SCRKKN COMTANV,
Chicago, has appointed G.
ELtis Peck, |r., as sales rep-
resentative for six western
states, headquartering at 45
Broad wav. Salt Lake Citv,
Utah.
AMPRO Helps Sherwin-Williams
\\
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16mm. sound films for business use.
Ideal for selling, demonstrating, per-
sonnel training, public relations and
scores of other modern business tasks.
It offers outstanding rone quality,
brilliant projection, simplified thread-
ing . . . plus rugged, precision-quality
performance year after year. Mail
coupon today for full details and speci-
fications on the new "Stylist."
Ampro Sound Projectors
train sales personnel to sell
more paint . . . more effectively!
To keep their salesmen and dealers' ^ COVEU
salesmen alert to the latest in paint sales X TLJ F
and merchandising methods, Sherwin- / I M t
Williams Paint Co. makes extensive use / EARTH
of sound motion pictures in their
sales training program. Covering almost
500 stores in every part of the country,
Sherwin-Williams employs a battery
of Ampro '"Stylist" portable I6mm. sound
projectors to dramatize the advantages - . .^
and endless sales possibilities of ^A^^S^ftf)^^^^^ k
Sherwin-Williams paints. The ideal A j^Bt^^^^ i
combination of sight, sound, and motion II /\ /■
provided by Ampro I6mm. movies has (j ®
proven to be an unusually effective
training aid for Sherwin-Williams. Material is learned faster . . .
remembered longer . . . put to use more often when
sound movies are an integral part of the sales training.
Other Leading Companies Are Making Ampro Projectors Pay Big Dividends
Industrial leaders in increasing numbers are realizing the tremendously
effective impact of I6mm. sound motion pictures. The superb
"professional quality" pictures and sound reproduction, the extra
measure of film protection and serviceability ... all these things
have made Ampro America's preferred I6mm. industrial sound projector.
Send for this Booklet: . — — — _- — — —
"A POWERFUL AID TO INDUSTRY"
U shows hn« liHiiin -<^un.i films | AMPRO CORPORATION
rrnblen"'1t'r;S' "'^' mlTl | 283S N. Wesfern Ave., Chicago 18, HI.
coupon for your c(,[.y piease send me full details, specificotions ond pric«
mmBnlC"i?2il2IiS^ "^ '^* Ampro ■Styliif 16mm. Sound Proieelor, olio
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1 1 Address
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\ COMPLETE SERVICE ORGANIZATION FOR THE AUDIO-VISU.\L INDUSTRY
♦ In addition to the two leading national niaga- Handl)ooks. and niainlains an exclusive direct-
zines in the audio-visual field. Business Screen
now publishes an expanding ?'ilin Guide I,ihiai\,
mail division. Write for complete free publica-
tions \i<{: l.'iO East Superior Street, Chicago 11.
NUMBER 4
VOLUME II • 1950
35
■}
IN ITHACA. NEW YORK,
lasi July there assembled a
large group of \isual aid
specialists and editors represent-
ing e\ery state and territory. The
scene was Cornell University, and
the occasion was the Extension
Service visual aids workshop. The
participants had been called to-
gether to advance visual aids in
extension work.
Why should the Extension Serv-
ice be calling such a workshop?
The Extension Service is first
and loremost a teaching agency,
devoted to bringing to larni and
rural people the latest develop-
ments in the fields of agriculture
and homemaking. Dedicated to
improving the lot of the farmer
and his fainily, the Extension
Service encourages the farmer to
adopt agricultural practices calcu-
lated to increase his earnings,
improve his properties, land and
livestock, and to provide a higher
standard of living.
11,000 Workers in Field
There are some 11,000 workers
in the Cooperative Extension
Services of the 48 states and three
territories, most of whom are
county agricultural and home
demonstration agents located in
nearly 3,000 counties. They are
cooperatively employed by the
counties, the state agricultural
colleges and the United States
Department of Agriculture. These
extension workers have the job of
taking to the farm people the
latest recommendations and infor-
mation derived from the Depart-
ment and state college research.
This information has to be in
simplified, localized, ready-for-ac-
tion form and beamed directly at
the particular problem the people
of that county or locality face.
In carrying out its teaching pro-
gram the Extension Service makes
full use of all informational and
educatioiral media, but in so doing
it is distinguished from other
teaching agencies by the fact that
it accomplishes its purposes more
by showing the how and why than
by telling about theiu.
Logically, then, the Extension
Service finds visual aids, and par-
ticularly inotion pictures, sources
of invaluable help in its program.
Pictures Do These Things
Our research in extension edu-
cational methods have shown us a
number of things about motion
pictures:
1. Motion pictures tan arouse
emotions and change attitudes.
2. Film forums are an efiective
People Believe What They See
by M. L. Wilson, Director of Extension Work
UNITED STATES DEPARTMENT OF AGRICULTURE
The Faces of Rural America glimpsed in a typical jarm [dm audience.
Millions now see films in meetings like these each year.
BRISTOL-MYERS
^e/?ia/im
PATHESCOPE PRODUCTIONS
StO fIFTH AViNUE, NEW YO«K 19, N. Y.
PIAZA 7-SSOO
\
means of arousing interest in com-
uuuiity needs.
3. i\iotion pictures can give new
concepts of things outside the
range of experience.
4. Motion pictures are authori-
tative. They can teach people who
woidd not respond to an instruc-;
tor.
5. They have drawing power.
People will come to a movie who
would not attend a lecture.
(). They are valuable because
they give everyone in successive
audiences the same message.
7. Motion pictures can teach
faster than lectures.
8. They can teach more fully
than the lecture method of teach-
ing.
9. They can reach people of less
education.
10. Teaching given by motion
pictures is remembered longer.
11. Movies preceded by intro-
ductory comment and followed by
discussion are more effective.
Problem Is Suitable Films
Our problem in extension work
is not whether or not to use mov-
ies, but how to get the movies we
need. Many of the extension
agents produce, and make good
use of, their own amateur movies.
Many of our state extension offices
make movies for use of extension
agents in their state. This varies
all the way from a few states with
trained production crews to states
that contract for necessary help in
making an occasional movie. Ex-
amples of state productions in-
clude: Missouri's Balanced Farm-
ing: Alabama's Farm To Kitchen
Witli a Market Basket and More
Corn for .ilabama; Illinois' 4-H
pictures Tumbling Is Fun, Keep-
ing Fit, 4-H Camping in West
Illinois, and Swimming for -f-H
Clubs; New York's Freezing Fruits
and Vegetables; and many others.
64 Million .\ttend Meetings
Total attendance at extension
meetings during the last year was
more than 64 million people. The
proper motion picture can add life
and realism to almost any of the
nearly 2 million meetings exten-
sion agents hold each year. There
are many practices and situations,
educators agree, that cannot be
taught satisfactorily without some
kind of visual aid to help the
audience see exactly what you are
talking about. Extension agents
cannot take dairy herds or grow-
ing fields of corn into their meet-
ings but they can and do take
motion pictures of these things to
hundreds.of meetings. So it's easy
ISi
I
36
lUSlNESS SCREEN MAGAZINE ll
M. L. Wilson, Director
ot Extension Work, USDA
to see wh\ iiioiii>n picliires do and
should play an imjuirtant part in
such an educational luidertaking.
Each State extension service
serves as an official distributor or
depository for U. S. Department
o£ Agriculture motion pictures.
This arrangement makes the De-
partment pictures available quick-
ly to the county extension agents
as well as to other film users in
the State. Many films from com-
mercial producers and other
sources supplement the films in
the State extension film libraries.
But the demand (or films from
count\ extension agents, schools,
farm groups and others is greater
In New York It's
RUBY
EDITORIAL
SERVICE, INC.
Complete fitm Editorial facilities
For Motion Piefure & Television
Production
Soundproof Air-Conditioned
Private Editing Rooms
Modern Equipment For
E\-ERY Technical Require-
ment — 35 & 16mm
Rentals By Day, Week or Month
ALL NEW MOVIOLA EQUIPMENT
Equipment Available for
Off The Premise Rentals
729— 7ih Ave., N.Y. at 49th St.
Tel.: Circle 3-3640
than the film libraries can meet.
Slate Extension directors and we
in the U. S. Department of .\gri-
culture are trying to help meet
this demand within our limited
luidgets bv making more movies
and bu\ing more prints. The
Itinun industry and commercial
film s[joiisors can be very helpful
in providing needed hlms. Thev
can help provide films that can be
used educationally in line with the
county extension agents' local
needs. Some of them can also be
helpful in the training of exten-
sion agents in the use of movies.
Two Key Problems Noted
It should be pointed out, how-
e\cr, that in their use of commer-
cial films, count) extension agents
have two basic problems. One
deals with advertising or sales
endorsement of specific products,
and the other with distribution or
how the agent gets the mo\ ie. ^\'e
have to keep in mind that exten-
sion agents are tax-paid public
ser\ants. They are making good
use of institutional or sponsored
educational movies, but they are
not likely to make much use of
those that might be classed as
product-selling or advertising nio\
ies. Regarding distribution, the
problem is one of the agent first
knowing about the mo\ ies that fit
his local needs, and second, being
able to get the needed mo\ie
cjuicklv and dependably. Fre-
(juently agents do not use suitable
sponsored films simply because
thev do not know of their avail-
ability.
State extension film libraries are
set up to serve the agents" needs.
Concerns ha\ ing mo\ ies which the
agents could use would do well to
check with their State extension
office and work out the best pos-
sible arrangements for making the
movie available in that State.
* * *
Editor's Note: W'e are indebted
to Mr. Wilson for of the most
informative and valuable editorial
contributions in this special Farm
Films issue.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment for
1 6mm & 35mni c
cameras '■
Animation Equipment .
MOTORS for
Cine Sfiecial, Maurer
and Bolex Cameras
LENS COATING
John Clemens — Erwin Horwood
NATIONAL CINE EQUIPMENT^
INC.
. 20 WEST 22nd ST., NEW YORK 10, N.Y.
•:^J^:-r.r^f:V.'^^
RENTALS — SALES
— SERVICE
Eyemo, MitchtU,
Bell & Howell, Wall.
Cine Special Cameras
Bauscli & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
HOUSTON Color Laboratories
FILM STRIPS
ANSCO COLOR
FASTEST SERVICE LOWEST PRICE
HIGHEST QUALITY
OTHER
SERVICES
INCLUDE
-^ Film Strip Masters,
■if 35mni copies from 35mm
'A' or 1 6 mm Motion Picture Films,
-^2x2 Color Copies
THE HOUSTON COLOR LABORATORIES
11807 West Olympic Boulevard
LOS ANGELES 25, CALIFORNIA
BFIadshaw 24331
Cable: HOUSCORP
05% PEAK FLUTTER
Rangertone is proud to announce a great advance in tape
recording. A new series of Magnetic Tape Recorders that
introduce many revolutionarv' improvements — features that
achieve a quaUty of performance never before experienced in
tape recording. Available in all models.
R-5R Rack Mounted $1970.00
R-5P Portable (illustrated) $2025.00
R-5C Console $3000.00
"For film synchronization work, your Rangertone Tape Recorder has
been in use here for several months. To say its performance is anything
short of sensational would be an understatement. In my opinion this
method of synchronous tape recording will soon make any other method
of sound film recording obsolete."
Fred de Jaager, Chief Engineer
Empire Broadcasting Corp., N.Y.C.
Write for Complete De!aiU
RANGERTONE, INC., 73 Winthrop St., Newark, N. J.
^ RANGERTONE
Portable Tape Recorder
NUMBER 4
VOLUME II • 1950
37
jToi^ HUW IPIE(DIDW(S^S5
Mitchell's "Giant" 16mm Projector
Designed to Meet Individual Needs
♦ L.iicil punluu ol llu Mm in 1 i
Camera CoRroRATioN is llic
Mitchell "Giant" Prolessional
16nim projector, now in proiliu-
tion at the Glcndalc, C'.aliluinia.
plant. Not an aniaieiu projecior.
the new llinnn equipment is ol
top-quality prolessional precision
construction and design through
out, with optional high intensity
arc or incandescent lamp illumi-
nation.
A flexible projector, the Mitch-
ell is designed to meet special
needs and requirements of indi-
vidual users and can use 35mm
sound equipment. It frames its
picture in the same manner that
better professional 35nim projec-
tors do, by altering the pulldown
of the film by the mo\ement while
running, an outstanding advance
in design for the 16min field.
More details on both the arc and
the incandescent "Giant" models
are available by writing to Mitch-
ell Camera C:orporation, 6t)6 West
Harvard Street, Glendale 4, Cali-
fornia, or to Theodore .Vltmau,
Room 710, 521 Fifth Ave., New
York City.
* * #
New Control Track Generator Used
On 1/4" Magnetic Tape Recorder
♦ Becairse of the C:oiuiol Track
Generator, manufactured Ijy the
Fairchild Recording Equipnuiu
Corporation, it is now possible to
use many of the non-synchronous
14" magnetic tape recorders for
picture-synchronous sou ml- track
recording.
Fairchild's new insirument
superimposes a high lret{uency
signal on the magnetic tape simul-
taneously with the sound track,
causing it to become the tape
speed control during playback, a
sort of electronic sprocket.
When played back on a Fair-
child Pic-Sync Recorder, this
control track compensates tor tape
stretch and shrink, maintaining
lip-sync between soimd-irack-on-
lape and the picture-on-film.
Information about the new Con-
trol Track Generator is available
from the Fairchild Recording
Equipment Corporation, 154th
Street it 7lh .Avenue, Whitestone,
New York.
# * *
New DeVry Sound Projectors to
Replace 35mm Equipment for Navy
♦ .'\ recent development ol the
DeVry Corporation of Chicago
The Latest in Audio-Visual
For Business, Industry and
i>, ihe ollicialh desigualcd L'. S.
Nav\ Type IC/QEB-ID 16mm
sound motion picture projection
equipiiKiU.
Clonsisting of a Uimin .sound
projector, a 20-watt amplifier and
a 25-watt loudspeaker, each
housed in a separate sturdy metal
case, the new professional equip-
ment is rugged, moderate in
weight and high in illumination
output and in fidelity' sound
svstem.
' .-Vdainable to a wide range of
applications, from small class-
rooms to theatres having projec-
tion throws as far as 180 feet, the
projection equipment will replace
the Navy's existing 35mm instal-
lations in naval vessels.
Equipment & Accessories
Institutional Film Users
New Arc Mirror Coating Process
Latest Eastman Kodak Development
♦ Kaslman Kixl.ik's lalesc develop
meiu - a process lor coating an
arc mirror with multiple-layer in-
terference films instead of silver —
promises a better method of trans-
milting heat in high-intensity mo-
tion picture projectors.
Since overheating and buckling
of motion picture film, especially
when 16mm is projected with arc
lamp light, has long been a prob-
lem for design engineers, George
|. Koch and Doris Brinsmaid of
the Kodak Camera Works' devel-
opment department experimented
wiih \arious methods. The Pres-
ent coalings, consisting of layers
of transparent material having al-
."from const to coast
lt£RL£SS r". '■'"""'HO
NEW v„ ""■0««,0/.
■> 0'^"'
■ *"CH
■^ Ml**"*
fOUTHlOesT
BURBANK
'bu"""-
105 ANGEIES
imrs
LHBORflTORI€S
TORONTO
^^^
P€€RL€SS LHBOR
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Columbia
H O I t T
PiCTUREsI
/&?/fJI licensees »
-o- and ^o,e each year -
♦<""eet the Widely
>2'"--«'ng de„,„nd for
re^mSS n,. ..eo,.en.
"'•n protection
P'-ovenfor,6yeors-
sfeadily improved _
"ever equolled
"-y" Feemess
■ fTERLESS
"• '"« 19, icr
• M9 Sewaru SI.. H„ii„
of I
ihei
re-«
orrfl
lernately high and low refractive
index instead ol ihe previous heal
absorbing glass was the result of
iheir work.
By adjusting the thickness of the
layers so thai \isible light is re
llected from each layer "in step"
with the light reflected fro
olhers, the Kodak scientists have
lound the combination produces
high reflection. Wave lengths out-,
side the visible region are reflected
"out of step" and pass through
the mirror causing high transmis^
sion of heat. Adjustment also
brings better conlrol of the coloi
quality of the reflected light. i
The coating technique involves*
c\aporating the required number i
of layers, one alter the other, onto!
a glass mirror blank as it rotates ^
in a high-vacuum chamber. Thick- '
ness of each layer is controlled
photo-electrically.
Firm Develops New Four-Inch
Lens For Bell & Howell Company
* .Vcclaimed to be nearly 50%
Ulster than comparable lenses,
with unmatched definition and
contrast and with click-stops and
a depth of-field scale, the new 4-
inch lens lor 16mni films de\ el-
oped by Taylor, Taylor and Hob-
son is now available from Bei 1, 8c
Howell.
Originally created at the request
of Bell S: Howell, the new lens has
ihe standard Type C lens niounl
and therefore can be used on all
16mm cameras having the screw-
ivpe mount.
To explain the "extreme defini-i
tion" angle, E. S. Llndfors, Befll
and Howell's merchandising \ ice-
president, staled that the capacity
of a lens to photograph sharp de-
tail is termed "resolution" or "re-
solving power" by optical engi-
neers, and that the measure ol ihis
resolving po\ver is expressed 111
"lines per millimeter." The more
separate, distinct lines per milli-
meter that a lens will photograph
without blurring them, the better
the lens
"The real lest of any lens is the
sharpness of its pictures ai ilie
edges and corners, since 11 is
not difficult to design a lens that
will produce sharp pictures in the
center ol the screen," continued
Mr. I.indfors. More than 112 lines
l)er millimeter o\er the entire pic-
ture area will resohe from the
TTH Panchrotal telephoio lens,
which means superior definition^
from edge to edge and from cor-
ner to corner, producing pictures
that are over lOO^o sharper. For-
38
BUSINESS SCREEN MAGAZINE
I,
iiiirh. kiiMs would iliop lioiii tliL
;enlcr [loint to less lliau jO lines
|>ci iiiillimcttr at the comers.
Although the l-iiuh T I'H lens
is slighih larger than those pic
lioiish designed, the speed and
iiceinaiy of the insiriimcnt more
than eonipcnsates.
For further information, write
he Bell and Howell Compan\,
7100 MeCorniirk Road. Chicago.
Photomicrograph ic al'paratus
developed by Silge Jr Kuhne
Pho+omicrographic Apparatus Helps
Film Makers Solve Technical Needs
♦ A photoniiLiograpliic appara-
tus, designed also to serve all othei
aspects of scientific photographv,
is announced bv Siict & Klhnl,
,San Francisco. Named the Ortho-
|)hoi, it pro\ides facilities foi
photoniicrographv; photomacrog-
ra|)h\: micro-projection; labora-
tor\ , clinical ancf general pho-
tography, photocopying: micro-
lilming, x-ray photocopying and
photoenlargiiig.
Comprised of three basic units,
the apparatus is used with anv
standard microscope. The units
are a base with permanentlv-
aligned built-in light source oper-
ating on the Kochler principle
with intensitv-control maintaining
constant color teniperaiure, and
with built-in color fdters for black-
and-white phoioniicrographv.This
unit is available separately as a
light source for exacting visual
microscopv.
.■\ self-aligning reflex camera
with precision focusing device,
automatic Rapax shutter and at-
tached sensitive photoelectric ex-
posure meter forms the second
unit. .A \ertical column assenibh
with counterbalanced elevating
de\ice for camera, operated bv
SILENT FILMS SOUNDED
Yeors of experience.
Co-operofe with all itudios.
Write us.
SYNCRO TAPE & FILM SYSTEMS
469 FIFTH AVE.. NEW YORK
MUSIC - NARRATION - EFFECTS
ra( k and pinion is the third.
Furl her details are obtainable
from .Silge and Kuhne. 15ox C. 153
Kearn\ .St.. San Francisco 8.
VIewlex's Built-in Alrjector
Prevents Projector Overheating
♦ X'rrwiix. Inc.. annoumed ic-
(eiith that it is now able to adapt
any of its slide or strip film pro-
jectors with a motor fan-cooled
base and built-in .\irjector.
This unit, containing a small
and powerful motor in a cast
metal base, forces the air by means
of a specialh designed fan through
the exclusive \'iewlcx .\irjector.
designed to force all pressured air
into direct contact with e\erv
minute particle of glass surface of
the projection lamp.
The motor and fan. together
with the air stream that covers the
glass envelope of the projection
lamp bv use of the .\irjector, en-
able the projector to operate con-
tinuously for several liours with-
out becoming overheated.
W'rite to Viewlex, Inc., 3301
Queens Blvd., Long Island City 1 ,
Neiv York, for further informa-
tion.
Brumberger Introduces All-Steel
Self-Aligning Stereo Slide Binder
♦ .\ new binder for stereo slides,
which automatically aligns and
centers the transparencies, lias
been announced bv the BRl■^f-
bergi;r Co.. Inc.. 31 Thirty-Fourth
Street, Brooklvn 32, Xew York.
F'ull details are a\ailable from
the maker, who also supplies a
stereo slide file, solidh made of
steel. Write for free catalog.
THE
IN A
PEO
OLDEST NAME
GRICULTURAL FILMS
Production
Distribution
RIA 2, ILLINOIS
WANTED: SLIDEFILM DIRECTORS AND CAMERAMEN
-\ large producer ^vants first-
class, experienced slidefilm
cameramen and directors for
permanent positions at Mid-
western studios. Ideal work-
ing conditions, excellent re-
muneration for right men. -All
replies in strictest confidence:
our people know of this ad.
Address Box 602.
BUSINE.SS .SCREEN. 150 E. SUPERIOR, CHICAGO II
0*te. o/ tAe 19i-
"ideas On Wheels," now in production by General
Motors Photographic, is one of the 191* motion pictures
planned and written by the members of our staff.
*a5 of May 20
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BLDG. -^ 930 F STREET NW -^ WASHINGTON 4, D.C.
* IN NEW YORK, ENTERPRISE 6535 •
■^ EXECUTIVE S941
NUMBER 4
VOLUME
• 1950
39
A. S. Johnson
A.S. Johnson Is Appointed General
Manager of Nafional Carbon Div.
♦ Recent announceniem has been
made of A. S. Johnson's appoint-
ment as general manager of the
National Carbon Division of
Union Carbide and C\rbon Cor-
poration.
Mr. Johnson joined the organi-
?ation in 1928 at the Edgewater
Plant in Cleveland. He went to
China in 11)33 to assist plant op-
erations in that country, returning
to the United Stales in 1939 as
Assistant Superintendent of the
organization's Fostoria, Ohio
plant. In March 1942, the nati\e
Virginian became Superintendent
of the Clarksburg, West Virginia,
plant and later that year went to
Cleveland as District Manager.
Mfri.k E. I'aimfr
Da-Lite Screen Company Names
Painter as Promotion Manager
♦ C.iiEsTKR C. CooLKv. president
of the Da-Lite Screen Company
announced recently the appoint-
ment of Merle E. Painter as sales
promotion manager who will
work with Gil Heck, recently
promoted sales manager, in the
promotion of Da-Lite screens. Mr.
Cooley stated that this addition
to their growing stall of personnel
is in keeping with Da-Lite's policy
to give their customers plenty of
sales help at the point-of-sale in
the promotion of Da-Lite projec-
tion screens.
Mr. Painter has planned and
prepared programs for nuichan-
dising at the point-of-sale tor ma-
jor organizations such as S. S.
Kresge, F. \V. Woolworth, Builer
Brothers, Ekco Products, Gond
year. Ford Motor, and others.
40
BUSINESS SCREEN EXECUTIVE
Ervin N. Nelson Is Appointed
S.ilos Manager of Coronet Films
♦ The appointment of Er\in N.
Nelsen of Chicago as sales man-
ager for Coronet Instructional
Films was announced this week
in Chicago by Ellsworth C.
Dent, director of distribution. It
was also indicated that this ap-
pointment is but one part of Coro
net Films' expanded program of
production and distribution.
Mr. Nelsen, who has been asso-
ciated with the Ampro Corpora-
tion for the last six years as edu-
cational sales director and direc-
tor of 16mm sound sales, will take
over the direction of Coronet's
nation-wide sales organization on
July 1.
Prior to joining .-Xmpro in 19-14.
Mr. Nelsen ser\ed [or five years as
Supervisor of Visual Education in
St. Louis Park Schools, Minneap-
olis, Minnesota, where he acquired
a thorough knowledge and under-
standing of the role of visual edu-
cation in elementary and second-
ary schools and colleges.
Gunnison Appointed RCA Sales Rep
♦ Ja.mes R-. Cl'nmson has been
appointed sales representative for
RCA Victor Custom Record
Sales Division, it was announced
recently by James P. Davis, man-
ager of the division.
Cunnison, who will specialize
in transcription sales, was sales
manager of Selective Radio Ad-
\crtising Inc., before joining RCA,
and prior to that was associated
\vith the Boiling Company as ac-
count executive.
Preparing to Shoot
Chrysler Film Scene
= May we serve you?
T^f\l\np«!^
We'd be pleased to screen
some of our latest produc-
tions for you* l^o obligation.
NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS- MOTION PICTURES
TELEVISION COMMERCIALS
\V. F. Barnes, Jr.
Named Brush Regional Sales Mgr.
♦ Iin But sH 1)1 \n.()P.\iENr Co.,
Cleveland, has appointed W. F.
Barnes, Jr. as regional sales man-
ager for the Magnetic Recording
Division, reports H. D. Laidlev,
sales manager.
Formerly East Central Sales
Representative for RCA 16mm
projectors, Barnes was associated
with RC.\ in various capacities for
eight years. A graduate in Indus-
trial Engineering from Ohio State
University, he is a member of the
National .Association of Industrial
Engineers.
li
{.
n \ROI D BiGLER
Bigler Joins Granducci Staff
* Harold Bigler, formerly proj-
ect supervisor at the Na\al Photo-
graphic Center in Anacostia, has
joined Scripts By Oeveste Gran-
ducci, Washington film writing
organization, as a staff script
writer.
Bigler's wiile experience in the
field of non-theatrical film produc-
tion is augmented by three years'
full-time experience as a script
writer with the Naval Photo-
graphic Service Depot in Holly-
^vood.
Prior to his Navy service, Bigler
sjient several \ears as a reporter
and news photographer.
Transfllm Executive Is Honored
♦ Peter .A. Schlenker, Trans-
film Inc., was elected presidcm ol
the New York Chapter of the In-
stitute of Internal Auditing at the
chapter's annual meeting held re-
cently at the Hotel George Wash-
ington.
Other officers elected were .\1-
BUSINESS SCREEN MAGAZINE
1
Icii H.m.iiil ol Sliill Oil C:.)., Im..
vi(T|)it.siclciit; William Halm.
Ncv\- Iciscy Hell Telephone CI"..
trcasmcr, ami Theocloic C. /di.
.\nieritaii .Surely Coinpain ol
New \ink. «iniar\.
i. R M ■
A. Clifford
Raphael G. Wolff Studios Opens
Sales Office in Twin-Cities Area
♦ Ernfm .\. Clifford ol the
R.\PH.\EL G. Wolff Studios, Hol-
lywood has moved to Minneapolis
to represent this organization in
the Twin-Cities area. Mr. Clifford
has been with the Wolff Studios
for the past four years in an execu-
tive capacity at the home office.
Formal announcement of his office
location will be made as soon as
details arc confirmed. Screening
prints of recent Wolff films, in-
cluding the advertising picture
The Magic Key will be available
to sponsors in this market area.
Apex Film Corporation Opens New
Eastern Office In New York City
♦ Arrx I'UM C^okimiraiion ol Lo^
Angeles, Calif., announces the
opening ol a new Easicrn office
located on the cle\enth floor ol
the oHue building at 38 East .')7th
Street. New \ork City.
Established primarilv for con-
tact and sales activities, the new
ipiarters provide comfortable pro-
jection facilities as well as attrac-
ii\e offices for Holcombe P.\rkfs,
cxeciuive vice-president, who di-
viiles his time between New York
and the home office in Los .-\n-
geles, and \Villi.\m H. BtCH, East-
ern reprcsentati\e of .\pex.
* ♦ *
Story of Automatic Pencils Told
In "All About Autopoint" Film
♦ All About Autopoint, the story
of the manufacture and assembly
of .\utopoint pencils, has recently
Ix'en completed by .Midwest Film
Studios.
Featuring unusual closeups of
microscopic detail and intensity,
made possible by special extension
tubes fitted to the camera's lenses,
the two-reel black and white film
shows the unique tooling and
manufacture that gives precision
and qualitv to pencils.
Stop motion is used in the con-
cluding Kodachrome sequence to
dramatize the colorful industrial
inscriptions and trademarks which
-Autopoint imprints on products.
Wrife for information on prices, sizes and delivery
Commercial Picture Equipment, Inc.
1567 WEST HOMER ST. CHICAGO 22, ILLINOIS
THIS ISSUE OF BUSINESS .SCREEN WILL BE READ
BY MOST LE.\DING SPONSORS OF BUSINESS FILMS
Ray Screen Pointer Available
for Business Meeting Purposes
♦ A new optical instrument
of fine quality, originally de-
signed for the professional lec-
turer is now being marketed
for the si/eable visual educa-
tion field. The Ray Screen
Pointer, manufactured by the
.\lgonkin Company, Mans-
field, Mass. projects a sharply-
focused and brilliant indicat-
ing marker on ilie projection
screen image at distances of 6
to 30 feet. Used with the East-
man Kodak Close-Up .Attach-
ment No. 13, the pointer can
be utilized at distances of 3 to
10 feet. Two separate spot
images, a bright round spot
and a bright arrow may be
specified. The pointer lists at
$24.50 including accessories.
The Close-Up .Attachment is
only SI. 40.
VV'rite the manufacturer at 7
West Church Street, .Mans-
field, Mass.. for descriptive
literature now available.
2>ee4> '7^uul Jlodcfe - Wisconsin's Largest and Finest
In the Heart of the Beautiful North Woods
\J N beautiful Lake Nokomis, with its
43 miles of shore line, offers a wide
variety of summer sports, including
golf, boating, tennis, rifle ranges,
hiking, croquet, green bowling, shuf-
fle-board, etc. Distinguished clientele.
Deer Trail Lodge is equipped with all
modern conveniences — steam-heated
— private baths — modern cottages —
and features honest-to-goodness home-
cooking. .4nierican plan.
Being situated in the heart of the Deer Country, many opportunities wilt
present themselves for the camera enthusiast to get unusual pictures of
wild life.
Our altitude of 1,675 feet offers you com-
fortable warm days; cool, refreshing, restful
nights; and welcome relief from hay fever.
^ee^ "l^uUl £oJ<^
Heafford Junction, Wis.
Here are the fish you catch
in Lake Nokomis:
Muskle
Wall-eved pike
Northern Pike
Pickerel
Large mouth bass
Small mouth bass
Crappie
Perch
Biuegills
Rock bass
Sunfish
Bullheads
NUMBER A
VOLUME M
1950
41
LUBRICATION of motion picture
film has always been a great
problem. As far back as 1927 an
article titled The Lubrication of
Motion Picture Film (by Caabtrce
and Ives of Eastman Kodak) was
published by the Society of Mo-
tion Picture Engineers. The ex-
periments described in this article
included the use of various types
of waxes and lubricants, and ol
several types of application ol
overall coating of the entire film
surface. It was found that man;,
of these waxes and lubricants ha\e
a natural affinity for other oils and
have a tendency to be sticky or
tacky, thereby inviting the pickup
of dirt, dust and projector oil
spots. None of these oils or waxes
included in this research was
found to be heavy enough in ap-
plied coatings to inhibit the ab-
sorption of moisture by the gela-
tine emulsion without streaking
and causing oil spots.
Edge Waxer Developed
For these reasons the edge
waxer was de\eloped to apply a
thin wax coating to the perfora-
tion area only, thus preventing
new film from chattering in the
projector and causing perforation
damage. However, this treatment
was not applied to the picture or
sound area and did not prevent
scratches, rubs and digs.
With these difficulties in mind,
research was conducted which re-
sulted in the development of the
vapor in vacuum treatment by the
Peerless Film Processing Corpora-
tion. The vapor in vacuum sys-
tem involves two ways of overcoiu-
ing damage by friction and
scratches — by lubrication, and by
toughening the emulsion surface.
Reels of film, without being mi-
wound, are placed in an air-tight
chamber. A high vacuum is then
produced which draws off any ex-
cess moisture which may be in the
emulsion. At this point low vola-
tile chemicals are introduced in
vapor form. These chemicals tend
to keep the film pliable. A second
chemical solution is then intro-
duced, also in vapor form, which
results in toughening and harden-
ing the emulsion. The third chem-
ical solution is a special surface
lubricant which accomplishes the
same result as a wax application in
providing ease of projection.
Peerless Conducting Tests
At the present time the Peerless
organization is conducting some
extensive performance tests on the
various film treatments and coat-
ings as compared to untreated
film. For this purpose, thirteen
42
Care and Treatment of Films
First Report of a New Series Describes Research and
Principles of Film Lubrication by Vacuum Treatment
identical prints of a lOO-ft 16mm
seipieiue were made. One was left
luitreated, the other twelve were
sul)jected to various treatments, of
which fi\e were the wax type, two
were lacquer coatings and the re-
maining five were treated by vapor
in \aciunii methods.
The thirteen samples were then
assembled on a reel and ha\ e now-
been screened some 266 times dur-
ing the past year. .\t regidar in-
tervals of ten runs, samples were
respliced so that each one occu-
jjied the same position on the reel
lor an equal numlxr ol tests.
Three projectors of different
makes were used duiing I he cx-
pcrimeiUs lo <puilify this factor.
Checked m Three Experts
A testing committee witnessed
screenings at legidar intervals, and
fmally the reel was turned over to
a noted audio \isual educator, an
authority in the film library field,
and a film laboratory supervisor
lor test nuis 261 through 266. .Ml
of the judges were ignorant of the
Older in which the samples were
placed in the test reel, and their
reports are thus completely un-
biased by any previous opinions as
lo I he merits of any type of treat-
iiuiu 111 its necessity.
A summary of the findings at
the completion of 266 runs shows
Skilled Creative and Producing Staff
Complete Facilities and Modern Equipment
Experience
ATLAS — a producer of mofion pictures, slidcfilms and TV commercials —
has served all types ot industry for more than 35 years. Our many repeat
orders reflect client satisfaction with the quality of our productions. They
also prove that films help sell products and accomplish client objectives.
Write or call us today about your specific objectives.
ATLAS FILM CORPORATION
Motion Pictures • Slidefilms • TV Commercials
1111 South Boulevard Oak Park, Illinois
Chicago: AUstin 7-8620
RCA SOUND RECORDING SYSTEM
that: (1) Any treatment is belter
than none, regardless of the type
used. (2) Lacquered film resisted
scratching, but proved to be hard
to clean, veiled the picture con-
siderably and lowered the sound
level. (3) Waxed film did not
veil the picture, cleaned easily,
but picked up dirt fast and be-jj-
came scratched almost as easily aa
uiiprotcited film. (4) According
to the committee, the better sam-
ples, in every case, were treated by
the vapor in vacuum process; all
showed less wear, fewer scratches
and less dirt.
Peerless is now continuing these
performance tests with particular
emphasis on screenings under typ-
ical unfavorable field conditions
and in varying degrees of tempera-
ture and humidity.
Oil and gasoline get careful
lumdting in "Triangle of Fire"
Fire Hazards in Milling Industry
Depicted in "Triangle of Fire"
♦ Fire hazards in the milling in-i
dustry are depicted for the first
time on film in General Mills'-
Truiugle of Fire, just released.
The 15-minute, 16mm sound
lilm points out that combustion
requires three elements — combus-
tible material, a proper amount
of oxygen, and a source of igni-
tion. While no two of these alone
can produce fire, it is shown that
when the third is introduced a
force is loosed that can destroy if
not controlled.
Prevention of fire and the elimi-
nation of needless risks is the main
iheme of the production and seven
aieas of fire prevention in milling
are emphasized.
A second movie to deal with the
control of fire will probably be
made to supplement this phase of
General Mills' fire prevention pro-
gram.
Triangle of Fire is now avail-
able for distribution. Details can
be furnished by the Film Library,
General Mills, Inc., Minneapolis,
Minnesota.
BUSINESS SCREEN MAGAZINE
TEMPERED I STEEL
REELS • CANS
AND FIBER SHIPPING
CASES
Compco products ore specially
built to meet the exacting
repuiremenis of professior^al
„,ovie makers . . ■ ond priced
to keep your budgets low.
THE LINE THAT OFFERS
YOU A COMPLETE RANGE
OF 8 mm & 16'""' *'"*
^<nnj^
»VI. CHIC»GO »7
. e SPECIALIZED ^c
16 iAB0RAT0RY^>5)
»"»( SERVICES )""•
COLOR • B&W • BLOWUPS • REDUCTIONS
35mm
3-COLOR PRINTS
ENLARGSD DIRECTLY FROM
Uinni COLOR ORIGINALS
16mm Optical Printing-mosters for
use in making color release prints
Precision Fine Grain B&W Blow-up
Negatives from 16mm Originals
Special Effects • TV Film Services
Slides Duplicated Optically
Experimental Work
FILMEFFECTS
Of HOLLYWOOD
1153 N. Highland Avenue
Hollywood 38. Calit.
Hollywood 9-580S
FILM SERVICE: LINDSTROM
(CON M Nil 111 TROM I'AC. I IWIXIN-IINE)
a training need. Agi icultmal audiences, ex-
posed "vei the yeais to vimially an asseiiihly
line dis|)lay ol all types of carcliilly de\eloped
iiilonnauonal media, have also developed a
sliaipei critical sense in evaluating motion
pictures.
Today our films demand a more professional
type of pioduction. They call for meticulous
care in planning and in research, for we must
always bear in mind that farm audiences look
upon our product as speaking with a special
authority — representative of the vast facilities
of the Department of Agriculture established
lo advance farm welfare.
Reorganized Into Five Sections
Cognizant of this responsibility, shortly alter
the war the Motion Picture Service was re-
oigani/ed under the supervision of R. Lyle
Webster, Associate Director of Information.
Under the writer, the present Chief of the
Motion Picture Service, five sections were set
Lip: Script Writing, now under Sidney J. Abel;
Production, now under \Valter K. Scott; Lab-
oratory, under Calle A. Carrello; Sound, under
Reuben Ford; and Distribution, now under
lames E. Alford.
To man these work-units, motion picture
people with war-time experience either in the
armed forces or in the commercial film studios
of the East and Hollywood were hired. Since
our staff is small, one of our chief rec|uisitcs
in selecting pcrsoiuiel was the ability to "dou-
ble in brass." We have, therefore, a number
of combinations among our employees, i.e.,
director-writers, director-editors, etc.
Salaries, in relation to prevalent rates, are
of course low. But we like to believe that in
our work — contributing toward the strength-
ening of our rural economy, towaid the re-
newal of the land and the preservation ol our
soil resources — there is nioie than the mone-
tary compensation.
Forest and Soil Services .Active
However, production activities on films in
the Department of ,\gricultuie are not con-
fined solely to the Motion Picture Service.
Forest Service and Soil Conservation Service
personnel have directed, photographed, and
edited most of the pictures made for those
agencies. However, the Motion Picture Service
provides the personnel and facilities for the
technical processes leading to finished films.
This type of part-production — from script
writing to printing — is also made available
to other bureaus and field offices that occa-
sionally, either due to limited funds or the
nature of the job, shoot their own footage
and send it in for the final steps of production.
It is a two-way, cooperative type of working
agreement that enables the best possible piod-
uct to be made, taking into consideration the
amount of available funds as well as other
production difficulties.
Looking back over its 38 years of motion
picture activity, the Department can point lo
( C O N 1 I N 1 1 K D ON PACE F O R T 1' - F I V F )
1
SELF- ALIGNING,
SELF-CENTERING
STEREO BINDERS
STEREO BINDERS
ALL STEEL — WITH GLASS
Mounting stereo slides is easy with these
binders ihat aulomatically center and align
the film. Cadmium plated fromes, with 2
pieces of clear glass protect against finger-
prints, dirt, dust. No ma:ks, tape, or tools
needed. Snap together, and apart for use
over and over. Fit all popular viewers and
projectors.
24 complete sets $3.95
IN BULK:
500 for $75.00; 1000 for $140.00
BRUMBERGER STEREO FILES
FOR SAFE & HANDY STORAGE
>iM for miC CAXMOC
mmMMMMz
24 Thirty-Fourth St., Bklyn. 32, N. Y.
More Good Buys from
the ONE-STOP STORE
Auricon Single & Doub'e system complete
with power unit . . . . $1 ''95
Mole-Richardson Twin Arc Broadliles on
stands, worth $215 90
35mm Negative film perforator, cost $2000 495
New Slim ffim peanut type Dynamic
Microphones ^^^
Houston 16mm pos neg processor with
refrigeration, value $4000 1795
Cinephon 35mm Newsreel Camera, motor,
4 lenses, etc., value $2000 795
New Film Phonographs w/1200 rpm
drives, rotary stabilizers 395
Background Process Projection outfit,
worth $15,000 4995
Art Reeves Sensilester, originally $1250 335
New Depue 16mm Cont. Sound & Picture
Printers, (plus tax) 2500
Bridgamatic 16mm Automatic Developing
Machines, (incl. tax) 1595
Stud fur 195<l Catalog SufUhment shoitins
hundrt-di mote icondtrful buys
AGENTS FOR; Acme Animation — Blue Seal Recorders—
Bridgamatic Developers — Depue Printers— Feorless Dol-
liei_ Auricon 16mm line— NorcJ Cameros- Magnecorderi
— Smilti Viewfinders— Colortran Lites— Bodde Screen: —
Hollywood & Uhler Prinlers-Zoomor Cine Bolowitor
Leni — Kinevox Tope Recorders.
^^\ /^ A\ANY ITEMS AVAILABLE
J]^r^ o -^ ON TIME PAYMENTS
^ V^.5 '*- ^ ■*■- """"^ '^"f U>'"l>'y
m "'"^ Loiv.ft Possible PrUts —
FSTO. ^ 1926 Q combination that £annot bf
beat. 24 years of strict adher-
ence to square dealing.
S. 0. S. CINEMA SUPPLY CORP.
Dept. H. 602 West 52r,d Street, New York 19
NUMBER 4
VOLUME M • 1950
43
Pictures and People in the News
Scrnt- jruiii piizf iV comniocidl for
Cribbeti & Sexton which won Chicago
Ad Club award for its producer.
Chicago Ad Club's TV Award
to Sarra, Inc. Film Commercials
♦ The 1950 auaid lor "ouistand-
ing excellence in advertising"
among film commercials for tele-
vision was made by the Chicago
Federated Advertising Club to
Sarra, Inc. film producers, and
Cribben and Sexton, Inc., manu-
facturers of Universal Gas Ranges.
It was the only award for a TV
commercial on film given during
the club's 8th Annual Awards
Competition, just completed.
The Sarra commercial which
won top honors was a 60-second
spot "starring" a cartoon gas
flame, who posed a cooking prob-
lem, then invited the audience to
watch live-action photography
scenes of the Universal Gas Range
solving baking, boiling or broil-
ing chores. Produced through the
Christiansen .Advertising .Agency,
Chicago, the commercial featured
a musical rhythm background.
The commercial was created by
Joseph G. Betzer, Sarra director
of film planning, and produced by
Harry VV. Lange, production man-
ager. The series was written by
Helen Krupka.
The cartoon character was de-
veloped by George De Decker and
animated under the supervision
of Rex Cox. Michael C. Stehney
directed the photography.
Britain's "Working Party" Outlines
Plans for a Non-Theatrical Survey
♦ At the recent meeting of the
"Working Party," which is assist-
ing the British Film Institute's
Non-Theatrical Distribution and
Exhibitioti Survey, J. D. Ralph,
the Institute's Festival of Britain
representative outlined (he work
to date on Phase One and the
plans for Phase Two.
Phase One is almost complete.
This involves the collation of all
information readily available
about non-theatrical distribution
and exhibition in Great Britain
and Northern Ireland which will
be available in private report lorm
for guidance of the Institute in
making its arrangements for the
Festival of Britain. Sponsors and
users of films who have special im-
mediate need of the material may
also have access to the report.
Phase Two is a detailed analysis
111 the whole field of non-theatrical
distribution, exhibition and film
use in Great Britain and Northern
Ireland involving much original
research. An analysis of the files
of the Clentral Library, a work
which has already begun, will con-
tinue until July. It will list and
assess the work of all organiza-
tions, large and small, which play
a part in the distribution or ex-
hibition of films non-theatrically.
.\n analysis will also be made of
film user experiences by approach-
ing the headquarters of the nation-
al bodies and voluntary organiza-
tions most concerned and by con-
ducting a field study of a particu-
lar group, in this instance the
youth group covering various
youth organizations.
This examination of users and
uses will reveal weaknesses in pres-
ent practices of non-theatrical dis-
tribution and exhibition and will
demonstrate methods of use and
channels of distribution as yet in-
adequately covered.
The "Working Party" consists of
representatives from the National
Committee for Visual .\ids in Edu-
cation, Scientific Film .Association,
National Federation of Education-
al Film Groups, National Council
of Social Service, Association of
Cine Technicians, Educational
Foundation for Visual Aids, Scot-
tish Film Council, .Association of
Specialized Film Producers, Cen-
tral Office of Information and the
National Film .Association.
SALESMANSHIP HAS
BEEN DEAD FOR 10 YEARS !
MANAGEMENT: — What help do YOU give to YOUR
FRUSTRATED SALESMEN when they bog down because
of the SALES RESISTANCE they're getting now?
They haven't had to SELL for 10 years you know.
Their sales effectiveness and your Sales Volume
depends directly upon the selling dynamite you
give to them.
Action-producing. . . . sales getting dynamite
is ready for your inunediate use Yes the 1949
Aggressive Selling Film Series is packed with
practical selling "Know How" which your men can
use in their very next interviews. Firms al-
ready using this series tell us they are getting
business their salesmen might otherwise be
losing.
Are your men PRICE CONSCIOUS? Do they have
trouble CLOSING? Do they sell the BENEFITS AND
ADVANTAGES of your product or service? These
are only a few of the phases of selling covered
in the Series.
Wire or write for full details TODAY — NOW is
when you expect your men to produce MORE SALES '.
ROCKET PICTURES, INC.
6108 SANTA MONICA BOULEVARD
Hollywood 38, California. Telephone: GRanite 7131
Ed. Schager
Joins Atlas Film Corporation as
Vice-President, Heads Film Planning
♦ Completing a circuit of experi- ,
ence as a sales executive, creative jj
writer and film planner which 1
began at Atlas Film Corporation
in 1937, Edward Schager has re-
turned to that pioneer film studio
as vice-president and an officer of
the company in charge of creative J
activities, including film and pro- •
gram planning.
Having served the Jam Handy
Organization since 1942 and re-
cently as manager of the Chicago
office, Mr. Schager is a native of
Chicago. He resides in Winnetka
and has a family of four.
His principal interest is in the
utilization of the medium by busi-
ness and industrial firms which he
describes as the "point of sale " or
end use of films. Constructing pro-
grams from this viewpoint will be
his primary concern in the .Atlas
ora;anization.
1
44
Vet Film Maker Ralph Schoolman
Joins Pathescope Productions, N.Y.
♦ Ralph Schoolman, who has ^
been making outstanding contri-
butions to the field of industrial
and documentary films for the past
twenty years, has joined the crea-
tive staff of Pathescope Produc-
tions, 580 Fifth .Ave., New York
19, N. Y.
Mr. Schoolman's success in the
field of industrial films for Procter
& Gamble, Burlington Mills, Gru-
en Watch Co., and others was
loreshadowed when the first such
film he wroie- Jerry Pulls the
Strings, sponsored by the .Ameri-
can Can Co. - was cited by Busi-
ness ScREKN Magazine as an Out-
standing Film of the Year.
His achievements in the indus-
trial film field are matched by
Mr. Schoolman's work with docu-
mentaries. Kukan, a study of life
in China, for which he wrote the
script, was awarded the 1941 Os-
car of the Motion Picture Acad-
cmv of the .Arts and Sciences.
BUSINESS SCREEN MAGAZINE
PRODUCERS!
ANOTHER NEW SERVICE!
A NEW PHOTOGRAPHIC SERVICE
COMBINING LIVE ACTION WITH ANI-
MATION IN ONE OPERATION. LOW
PRODUCTION COSTS FOR TELEVISION
AND COMMERCIAL PRODUCERS.
CINEMA RESEARCH
ANNOUNCES...
The installation of two ACME ANIMA-
TION CAMERAS with special back-
ground projection unit.
Price inquiries and personal inspec-
tion of our facilities cordially invited.
16MM or 35MM • SLIDEFILMS
ANIMATION TITLES • COLOR OR
BLACK AND WHITE
CINEMA RESEARCH
CORPORATION
7000 Romaine St. • HUdson 2-7464
HOLLYWOOD 38, CALIFORNIA
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
* Completely self contained, I'M Speaker, volume
control, oil on switch, etc., all inside compact
63/b" H X 6" W \ 6" deep case. Weight 7 lb.
* 3W audio power.
* Operates on 117V 60 cycles A.C.
* No Fly Wheel— instant start and stop, with no
damage to film.
if Price $165.00 net F. O. B. Chicago.
EDL COMPANY
MILLER STATION, GARY, INDIANA
FILM SERVICE: LINDSTRQM
(CONTIN II 1 1) I'RO.M l'A(,l I- O K 1 \ - 1 II R K F. )
suth slai-stiickltd titles as Power and the Land,
The Rii'er, Hantests for Tomorroiu, or Pnullry
— A Billion Dollar Industry, that won tlie
Grand International I'ri/e at Rome in 1940,
but it is the many humble, unsung, run-of-the-
mine, how-aiulwhat-to-do (ilius, like Hny Is
Vyhat You Make it, A Step-Sai'ing Kitchen, and
Horses and Bots that are the warp and woof
of Department film work.
The advent of television is first making its
effect known in the Motion Picture Service
with the production of sc\eral "shorts." What
television will mean to us tomorrow, only
time will tell.
Keeping Up With the Country
But of one thing we are sure — over the years
vast changes in American farming patterns
have taken place, and our films are making a
material contribution to the forces instrumen-
tal in effecting these changes. Paralleling the
growth of American agriculture, from its early
beginnings the Department has grown greatly,
encompassing a great variety of activities. We
in the Motion Picture Service hope we have
kept pace with this growth, not so much in
size as in the value of the films we have made
available. •
Agriculture's Films for Television
if To service television stations, the United
States Department of .Agriculture has estab-
lished a Television Film Library which is
located in the Motion Picture Service in
AVashington, D.C. with other distribution
points also designated.
Including several motion pictures ol popu-
lar and specialized interest, the library will
add new films as they are produced and
released or older films that are "cleared" for
television use.
Television stations may obtain filtns from
the new library service on a loan basis, sub-
ject to distribution regulations stated in the
new U.S. Department of .\griculture Tele-
vision Film Catalog. •
vicuumiH
Business Firms, Libraries, Advertising Com-
panies, Film Distributors, etc., Vocuumote
Corporation offers quick relief for film head-
oches.
BY TAKING OVER COMPLETE
FILM HANDLING PROBLEMS
• FILM PROCESSING
• CLEANING
• REPAIRING
• SHIPPING
• STORAGE
All bookings promptly
filled.
VACUUMATE CORP . 446 W. 4Jf(J St.. NEW YORK
If o
nly 0
ingle
reel
Of
■nony,
Vo
c u u m
a t e
will
you
well
Write for 1
'"
formot
NOW
on
The Hallen Jr.
Synchronous
Magnetic Recorder
hallen
CORPORATION
3503 W. OLIVE AVENUE
BURBANK • CALIFORNIA
II
NUMBER 4 • VOLUME II
45
^en/tna tlte .^udlo - Uliual J^rnduilru
THROUGH SERVICE TO FILM USERS
All entire publication organization exilii-
si\ ely (lc\ otcd to materials and methods in
the field ol aiidi()-\isiial communications
for education, inlorniation. and human
relations through these ser\ ices and inter-
nationally circulated publications:
BUSINESS SCREEN MAGAZINE
SEE & HEAR MAGAZINE
The Audio-Visual Equipment Guide
The Projectiouist'^s Handl>ook
The Film Guide Library
INCLUDING: THE INDEX OF TRAINING FILMS;
FARM FILM GUIDE; NATIONAL DIRECTORY OF
SAFETY FILMS; SOUND SLIDEFILM GUIDE; AND
THE SALES TRAINING FILM GUIDE, ETC.
plus these service departments
ADVERTISER ART AND LAYOUT
DIRECT MAIL DIVISION
READER SERVICE BUREAU
Two entire modern floors are entirely devoted to audio-
visual publications and services for the industry we ex-
clusively ser\e. Increased con\'eiiiences to improve cus-
tomer services and to develop markets for audio-visual
materials and ec]uipment in all potential fields.
WRITE rOR PUBLIC,\TION LIST
A convenient order form listing all
publications available from our head-
quarters is yours for the asking. Write
for it today on your company letterhead.
BUSINESS SCREEN MAGAZINE
150-152 East Superior Street
CHICAGO II, ILLINOIS
New York Bureau:
489 Fifth Avenue
Los Angeles Bureau:
6605 Hollywood lihd.
LOCAL AUDIO-VISUAL SUPPLIERS
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 182 High St., Hartford .f).
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 91,5 I2ih St.
N.W., Washington.
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MARYLAND •
Robert L. Davis, P. O. Box 572,
Cumberland.
Howard E. Thompson, Box 204.
Ml. Airy.
• MASSACHUSETTS •
Bailey Film Service, 59 Chandler
Street, Tel. 4-0214, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co.. Inc., 78 West Ccn
iral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. ].
• NEW YORK •
Association Fihns, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St..
Buffalo.
Charles J. Giegerich, 42-20 Kis
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Crawford & Immig, Inc., 265 W.
14th St., New York City II.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Mogul Bros., Inc.. 1 12-114 W. 48th
St.. New Y'ork 19.
Jack Patent, 13 East 37th Street,]
New Y'ork 16. J
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co., !
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 State ;
St., Albany. Also 28 Genesee .St.,]
New Berlin, New York.
• PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave.. Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg,
Lippincolt Pictures, Inc.. 4729
Ludlow St., Philadelphia 39.
• RHODE ISLAND •
Westcott, Slade & Balcom Co..
95-99 Empire St., Providence 3.
• \VEST VIRGINIA •
J. G. Haley. P. O. Box 703, .
Charleston 23.
Pavis, Inc., 427 W. Washington
St., Phone 2-531 1, Box 6095, Sta- •
lion .A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co., .
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Stevens Pictures. Inc., 506 Eight-
eenth St., North, Birmingham.
• FLORIDA •
Norman Laboratories & Studio,
.Arlington Suburb. Jacksonville.
A BUSINESS SCREEN READER SERVICE
46
iUSINESS SCREEN MAGAZINE ;
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
irben Pictures. 1015 Hendiiiks
A\f.. lol. 9-1 Wti, Jacksoinille
k>uthern Photo and News, 608
E. LaFayettc St., Tampa.
• GEORGIA •
itevens Pictures, Inc., 101 Walton
St., \. \\'.. .Atlanta 3.
• LOUISIANA •
itanley Projection Company,
2111/^ Murray St., Alexandria.
itevens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
itirling Visual Education Co.,
1052 Florida St., Baton Rouge.
lelta Visual Service, Inc., 815
Po\dras St., New Orleans 13.
larFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
fasper Ewing & Sons, 227 S. Stale
St.. Jackson 2.
• TENNESSEE •
iouthern Visual Films, 687 Shrine
Bldg.. Memphis.
Tennessee Visual Education Serv-
ice, 416 A. Broad St., Nashville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 \V. Main St., Richmond 20.
National Film Service, 202 E.
Carv St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St., Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 24, E.
Eighth Street, Chicago 5.
.\ssociation Films, Inc., 206 S.
Michigan .\\e.. Chicago 5.
Jam Handy Organization, Inc.,
230 N. Michigan .\\e. Chicago 1
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictmes, 614 N.
Skinker Blvd., St. Louis 5, Mo.
• INDIANA •
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA •
Pratt Sound Films, Inc., 720 3rd
.■\ve., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Eiker Bros. Optical Co., 610 Olive
St., St. Louis I.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
• MICHIGAN •
Engleman Visual Education Serv-
ice, 4754-56 Woodward A\e.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
Locke Film Library, 120 W. Lov-
ell St., Kalamazoo 8.
• MINNESOTA •
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
.\\e., Cincinnati 19.
.•Vcademy Film Service Inc., 2300
Pavne Ave.. Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
Ave., Cleveland 14.
Jam Handv Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films Inc., 400 West
First Street. Dayton.
Al. H. Martin Company, 50
Charles .-\ve., S. E., .Massillon.
Thompson Radio and Camera
Supplies, 135 S. 6th St., Zanes-
villa.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
Wisconsin Sound Equipment Co.,
Inc., 628 W. North Ave., Mil-
waukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig Ave., Altadena.
Coast Visual Education Co., 6058
Sunset Bhd., Holhwood 28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Jam Handy Organization, Inc.,
7016 Hollywood Blvd., Los An-
geles 28.
Ralke Company, 829 S. Flower
St., Los Angeles 17.
Spindler & Sauppe, 2201 Beverly
Bhd., Los .Angeles 4.
Association Films, Inc., 351 Turk
St., San Francisco 2.
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Home Movie Sales Agency, 28 E.
.\inih .\\e.. Denver 3.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma,
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1034 S. Boston
.•\ve., Tulsa 5.
• OREGON •
Audio-Visual Supply Company,
429 S. W. 12th .\ve.. Beacon
3703. Portland 5.
Moores .Motion Picture Service,
306 S. W. Ninth Ave., Portland
• TEXAS •
.\ssociation Films, Inc., 1915 Live
Oak St.. Dallas 1.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4: 1702 Austin Ave.,
Houston.
George H. INIitchell Co., 712 N.
Haskell, Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
.•\ustin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St.. Salt Lake City 10.
• WASHINGTON •
Audio-Visual Supply Company,
2450 Bover .Avenue, Franklin
2068, Seattle 2.
. HAWAII •
Motion Picture Enterprises, 655
Kapiolani Blvd., Honolulu,
T. H.
CANADA
.Audio-Visual Supply Company,
Toronto General Trusts Build-
ing. Winnipeg, Man.
FOREIGN
Distribuidora Filmica Venezolana,
De 16MM., S..A., Apartado 706
Caracas, Venezuela, S..A.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
NUMBER 4
VOLUME II
47
THE MART MESSAGE
THE COLORTRAN STORY
Will tell you liow I'lO \v;Ul bulhs can }^i\c tlie in-
tensity of a 5000 wait spotlight. Send for illustrated
booklet.
GET COLOR RIGHT with COLORTRAN
LIGHT!
CAMART PRODUCTS
CAMART OPTICAL EFFECTS UNIT for repio
ducing four identical images on a single frame,
rotating around each other, and montage iniit for
three different scenes on the same frame. Suit-
able for motion picture and television cameras.
Price (plus federal excise tax) $99.75
CAMART TV MIKE BOOM, Vi' exiension arm. S-
height, rear handle for mike control, silent move-
ment on ball-bearing wheels, folds to fit in your
car $261.85
CAMART TRIPOD with narrow head for Cine-
Special or wide plate for other type cameras, smooth
pan and tilt action, extends to 64". complete with
fibre boots, including excise tax $110.00
HALLEN RECORDERS
Synchronous for 16 and Sfjmm cameras, using
17i/.mm magnetic filni. Frequency response to 10,000
cycles. $895.00 $1,850.00
ARRIFLEX 35nim HAND CAMERA with two 200'
magazines, metal sunshade and filter holder, built-
in 12 volt motor, 3 Astro lenses, excellent con-
dition $825.00 and up
WANTED: l6-35mm Production, laboratory, and
editing equipment. Moviolas, Mitchells, Tripods.
Send listing for liberal cash olier.
SEND FOR NEW 1950 EDI-
TION OF MART MESSAGE
THE CAMERA • MART INC.
70 WEST 45th ST.
NEW YORK 19, N. Y.
CABLE ADDRESS-CAMERAMART
WORLD-WIDE SERVICE
NATIONAL AUDIO-VISUAL CONVENTION JULY 28!
♦ All leading national audio-
visual groups representing
school and community interests
will hold their annual meetings
in Chicago July 28-Augiist 2 at
the Hotel Sherman. In addi-
tion there's the big Trade .Show
VISIT BUSINESS SCREEN AT BOOTHS 90-91 IN CIHICAGO!
FILM SPONSORS
Make sure that audiences see and hear your
message, unimpaired. Don't let film damage
dissipate its force.
PEfRlESS FILM TREATMENT starts prints off right, keeps them right.
Protect your message. Get maximum results.
PEERLESS is the original vaporating protection for film — the complete,
permanent treatment. .. proven by 16 years of increasing use... steadily
improved... never equalled.
If your producer's laboratory is a PEERLESS licensee, have your film
treated there. Otherw/ise, have it sent for PEERLESS FILM TREATMENT
to the most convenient of our licensees. Write for "Where They Are."
tERLESS FILM PROCESSING CORPORATION
165 WEST 46TH STREET, NEW YORK 19,. N. Y.
PROCESSING PLANTS IN NEW YORK AND HOLLYWOOD ^
THE NEWS AT PRESSTIME
Michigan State Medical Society Releases Film
if .\ new film to inlorm the public of the accomplish-
ments of the medical profession and to point out the
problems of socialized medicine is To Your Health, re-
cently completed for the Michigan State Medical Society
by The fain Handy Organization. First showings are
via theatrical release; Ifinnn prints to be available later.
* * *
Kodak Appoints Managers for Film Divisions
•k Appointment of Gordon A. Chambers, as manager
of a new Southern division, and Kenneth M. .Mason as
manager of a new Midwest division of Eastman Kodak
Company's motion picture film department, has been
announced by Donald E. Hyndman, manager of the
department. The new organization is expected to pro-
vide more adecpiate coverage of the U. S. and improved
service to the motion picture trade. Emery Huse con-
tinues as manager of the \Vest Coast division and E. M.
Stifle as manager of the East Coast division.
* * #
Nezv Unit Converts 16mm Projector for Slide Projection
■k Filling a long-felt need for utility, large-audience pro-
jection of 2 X 2 slides during motion picture presenta-
tions, etc. the Ampro Corporation has recently an-
nounced a new low cost attachable unit which converts
the "Premier-20" model IGmm sound projector. Blower-
cooling facilitates the safe use of 750/1000 lamp capac-
ity. Complete with slide carrier and lens, the attach-
ment lists at ,$55.
* * *
Heavy Attendance at Summer Audio-Visual Courses
■k 229 colleges and universities have reported nearly 400
classes in audio-visual methods during the summer sea-
son of 1950, according to a national survey by the
Editors of See &: Hear Magazine. Heavy enrollment by
teachers and school administrators is reported from all
sections of the country, indicating national interest in
these tools for better learning in less time.
New Freight Safety Film
Available In Two Versions
♦ A new training film show-
ing how to handle and unload
freight safely has been an-
nounced by the National Safe-
ty Council. In story form, it
shows through a character
called "Happy Jack" the safe
way to open a freight car df)or,
lower a dock plate into posi-
tion and anchor it, and how
to handle "sleepers."
"Happy Jack," who plays
the lead role, is a "wrong"
guy, from (he standpoint of
safety, throughoiu the film.
He wears the wrong clothes
for the job, does all the wrong
things and continually has ac-
cidents. His mishaps add a
light touch that make the film
anuising as well as instructive.
P'rcight Handling Safety is
a\ailable from the Council in
the usual 35iTim sound slide-
film and as a 16mm sound mo-
lion picture also.
Prices for outright purchase,
preview or rental may be ob-
tained on request to the Na-
tional Safety Council.
with hundreds of equipment
and material exhibits, spon-
sored by the National Audio-
Visual .Association. You're in-
\ited to attend. Write NAVA
headquarters, 845 Chicago Ave-
nue, Evanston, III., for details.
COMING EDITORIAL
EVENTS IN AUGUST
♦ Your -Xugust BusiNESss
Screen will feature a new
Film Guide section; also pic-
torial reports on several re-
cent Film Festivals and a
handsome new Production
Pictorial section. Reserve ad-
ditional copies of this out-
standing issue today!
For 1 6mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
SOUND RECORDING
at a reasonable cost
High ticielity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
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INC.
7315 Carnegie Av., Cleveland 3, O.
EDL| SOUND READER
CO
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Willi Optical Svstfni. Anii'lid.T, I'M Stii:ik-
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N.I
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/' y ^-^ \^ studios and laboratories:
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r' ■■>• 1226 Wisconsin avenue, n. w.
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>
\
\
C,
II
T
/
;<?>
I
Five Times
First
7^
JAM HANDY
The new national award winner
of The National Committee on Films
for Safety, for the outstanding
non-theatrical motion picture
in the general safety field is
the fifth motion picture produced
by The Jam Handy Organization to
receive the national first prize.
PRESENTATIONS • TRAINING ASSISTANCE
SLIDE FILMS
riFTHOIT II
' TELEVISUALS • MOTION PI
navTOM t rmrarirt i ins a
ik
.AM
b:
Ik-'Kn)
'■■./\\^
sn\-
■■-*^
<iSL'E FIVE OF VOLUME ELEVEN
SINGLE COPY FIFTY CENTS
imp ^^
operated
• 16 mm carbon arc projection
equipment is easy to operate. Set it
up, turn the switch, and run a per-
fect show the first time. The arc
will operate automatically, smooth-
ly, silently, safely. It is completely
enclosed in a steel lamp house.
Furthermore, you will get pro-
jection light which is four times
brighter than the next best source.
You can seat 100 to 1000 people
without sacrificing visibility. You
get rich, vivid detail in your color
movies. And the actual cost of the
carbons is only l 3 the cost of the
next best competitive source.
For complete details on the car-
bon arc for 16 mm equipment,
write to National Carbon Division,
Dept. B
The term " Saliotml" is a resufered trade-mark of
NATIONAL CARBON DIVISION
UNION CARBIDE AND CARBON CORPORATION «
30 Hast 42nd Slrcet. Ne« York 17. N. 1 .
DislricI Sales Offices: Allania, Chicago. Dallas,
Kansas Citv, New York. Pittsburgh, San Francisco
/w
,«s*
■ nMIO'"**-
ment»"
bo^l"
,.«<=">"
I
«
I
0 0 0
^x-<HE SUCCESS of a motion-picture or slidefilm program depends to a large ex-
•^ tent on team work. Not only within the producer's organization, but be-
tween producer and client. Please read these recent comments* . . .
• RAYBESTOS-MANHATTAN, INC.: "It is a rare thing these days to have your busi-
ness appreciated; and to get such willingness and cooperation in exchange is indeed a great
satisfaction and pleasure. We do want to thank you all for the fine Caravel service."
• THE PURE OIL COMPANY: "I have just had the opportunity- to see the new color
sound motion picture, 'Tomorrow Begins Today' . . . We would like to compliment your
organization on the way in which you cooperated with our f)eople in planning and pro-
ducing this fine film."
• AMERICAN TELEPHONE AND TELEGRAPH COMPANY, LONG LINES DEP'T:
"Let me express to you personally the appreciation of us all for the craftsmanship, patience
and understanding which \-ou have displayed ever since that first distant meeting."
• THE GENERAL FIREPROOFING CO.: "You will undoubtedly be glad to know that
our latest film ... is being excellently received in the field. During the first sixty days we
are able to trace a large number of direct orders to the film."
^Individual names on request.
Caravel cooperation begins with a frank and open discus-
sion of objectives, ways and means. This consultation serv-
ice (no charge, of course* has always been highly regarded
by our clients— due to our .^0 years' experience w ith a wide
range of sales and merchandising problems. Let us tell you
more about this service. Write or telephone.
CARAVEL FILMS, INC
730 FIFTH AVENUE
NEW YORK
TEL. CIRCLE 7-6110
The MITCHELL STUDIO MODEL "BNC" is
a truly silent camera for sound photography.
No blimp is required. Its smooth, positive
operation saves many costly hours of pro-
duction time. Since the introduction of the
"BNC," more and more major studios have
made it standard equipment.
The MITCHELL "16" is enthusiastically
acclaimed by leading commercial pro-
ducers as the first professional camera to
bring theatre -like quality to the 16 mm
screen. Typically MITCHELL in design
and workmanship, it contains the same
proven features that made MITCHELL
cameras famous throughout the world.
Now at a new low price.
/tf/j^cAe// Cantera
CORPORATION
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: "MITCAMCO"
EASTERN REPIESENTATIVE: THEODORE ALTMAN* 511 FIFTH AVENUE • NEW YORK CITY 17 . MURRAY HILL 2-7038
85% of the motion pictures sliown in tlieotres tlirougliout the world are filmed with o Mitchell
Fikosound
helps se
plane tickets to Hawaii
16mm Single-Case Filmosound — Precision-built
for finest trouble-free performance — guaranteed
for life.* Full, natural sound — light in weight —
foolproof threading — exclusive Safelock sprockets
to prevent damage to film. Pictures now brighter
than ever with the new Super Proval lens. With
6-inch built-in speaker. S399.50. Larger, separate
speakers available.
Send for this FREE BOOKLET!
Movies Go to Work — tells briefly
and clearly how to use motion pic-
tures for
• Training salesmen
• Impro\'ing public relations
• Selling your product
• Increasing production
Write to Bell & Howell Company,
7108 McCormick Road, Chicago 45.
a
Above, scene from United Air Lines sound-color film. "High -Way to Hawaii."
More than two million persons have seen this fine film which has helped United
sell thousands of tickets to Hawaii. Below, busy scene in United's ticket office in
Chicago.
' R. E. Johnson, Director of Advertising. United Air Lines, says:
"United Air Lines is a pioneer in the use of films to promote air
travel. We have been a consistent nationwide user of Filmosound for the
past 20 years. We are today relying heavily on this equipment in the
visual sale of our product to thp public and for the education of our own
personnel. United's Main Line Airway serves 80 cities coast-to-coast and
border to border— and there is a Filmosound in every principal ticket
office — often two or three in the larger offices."
"^^Guaranteed for Life. During life of the product, any defects in workmanship or materials
will be remedied free (except transportation).
You buy for life when you buy
Bell & Howell
NUMBER 5
VOLUME II • 1950
Don't gamble
^M on film showings
^^" at your meetings
WHY run the risk of a poor
presentation of your valuable in-
vestment in sound motion picture
films? It's easy to have a success-
ful film showing for meetings with
stockholders, directors, clients,
sales or business organizations —
when you call on the RCA Service
Company to handle the show-
ings for you.
Your sound motion picture
presentation will be conducted
on a professional level ... be-
cause the RCA Service Company
takes over the supervision of all
details.
A skilled RCA Service Com-
pany engineer will personally take
charge of every phase of your
showing . . . provide the projector
... the right kind of screen and
loud speakers . . . supply a skilled
projectionist ... set up a P. A.
system . . . arrange telephone tie-
ins from your headquarters to the
local meetings, if you desire.
And since RCA Service Com-
pany field engineers are located
in every state of the union, one
or a hundred film showings can
be successfully handled for you.
^ SEND FOR
DETAILS
BUSINESS
SCREEN
PREVIEW OF CONTENTS
Business Screen Camera '6
Trends in the News of Business Films. ... 19
The Cleveland Management Film .\wards 20
Preview; ".And Then There Were Four' . 22
Motors on Parade: the Delto Show 23
The National Audiovisual Convention.. 24
A Picture-Text Report on the Annual
Gathering of Visual Education Dealers,
Film Cnunrils and Educational Film Users
Cleveland Repeats Film Festival Success. . 28
Comparative Rates for 5-Pound
Film Shipment 30
.Analysis ol Comparative Rate Schedule. . 31
Pre\iew: Radar of Selling Film 31
Product Know-How Builds Pure Oil Sales. 32
Departments
In the Picluie Parade; Film News 36
Business .Screen Executive 38
New Audio-Visual Equipment
Sc Accessories 41
Plus; The National Directory
OF Visual Education Dealers
WAKE EM UP!
Office of the Publisfier
150 East Superior St., Chicago 11. III.
O. H. Coelln. Jr.. Editor & Puhlishrr
Harold Hall, Busijiess
Rita Zenzen, Editorial
Cole Williams, Production
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue. New York City
Phone:
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Ednumd Kerr. Wrslern Manager
6605 Hollywood Blvd.. Hollywood 28. Cal.
Telephone: HEmpstead 3171
Issue Five. Volume Eleven of Business Screen Magazine pub-
lished Aupush 15. 1950. Issued S times annually at six-week
intervals at 150 East Superior Street. Chicapo 11. Illinois, by
Business Scre«-n Magazines, Inc. Phone WHitt-hall 4-G807,
O. H. Coelln. Jr.. Editor and Publisher. In New York City:
Robert Seymour. Jr.. 489 Fifth Avenue. Telephone Riverside
9-0215 or MUrray Hill 2-2492. In Los Angeles: Edmund
Kerr, 6605 Hollywood Blvd. Telephone HEmpstead 3171.
Subscription J3.00 a year; $5.00 two years (domestic); $4,00
and $7.00 foreign. Entered as second class matter May 2.
1946 at the post office at Chicago, Illinois, under Act of
March 3. 1879. Entire contents Copyright 1950 by Business
Screen Magazines. Inc. Trademark registered U. S. Patent
Office by Business Screen Magazines, Inc. Address all adver-
tising and subscription inquiries to the Chicago office of
publication.
Don't Let a Dull Screen
Spoil Your Visual Program !
. . . Switch to a NEW
DA-LITE
CRYSTAL-BEADED SCREEN
and
Show
Bright
Clear
THEATRE-QUALITY
PICTURES!
A Da-Lite Screen reflects the full bril-
liance of motion pictures and slides to
give your presentations the same sharply
defined clarity that is achieved in the finest
theatres. The superiority of Da-Lite Crystal-
Beaded and Mat White fabrics is the result
of 41 years of leadership in making fine
screens to meet every need . . . from rugged,
light-weight tripod models ( like the De
Luxe Challenger shown above) to large
hanging screens for permanent installations.
Mail cnuptin today for details and prices
— also interesting brochure, "Planning for
Effective Projection.''^
1fv^2
4^
--\m
DA-LITE
SCREEN
COMPANY,
INC. 1
1703 N.
PULASKI ROAD >
CHICAGO
39.
ILL. 1
Please send
brochure.
"Plannin
g for Effec
ive
Pro 1
jeclion,"
Name —
one
details and prices
on Do-Lite
Screens. [
Address.
—
-Stole
BUSINESS SCREEN MAGAZINE
■i
He listens to good purpose who takes note.
—DANTE (1265-1321).
VjAPTURING and fastening the attention of an audience is
not always easy. Only the most skilled speaker can overcome
mental inertia and implant an idea in the minds of listeners.
Because they are projected in the dark, sound motion pictures
enjoy the minimum of outward distraction and the maxi-
mum of inward concentration and acceptance.
CHICAGO==
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
HOLLYWOOD^
5981 Venice Blvd.
So when your message is con\'eyed through a Wilding pic-
ture, your personnel will listen to good purpose and will
take note.
WILDING
PICTURE PRODUCTIONS, INC.
OTION PICTURES . SLIDEFILMS . TELEVISION FILMS
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
THINKING?
of pictures?
THINK of this
# A training or selling film can be no better
than the thinking behind it, therefore no better
than the script. We are thinkers rather than simply
producers of films. We know how employees and
prospects think . . . we know how to present ideas
they buy . . . how to make them think.
0
# To further prove our ability to business and
industry, we created and produced the SLEEPING
GIANT SERIES of AGGRESSIVE SELLING films now
being used with outstanding success by over 2,000
. firms. It is the thinking behind this series that ,
■ y makes it outstanding, enabling close to 100,000 ( ■
'^ salesmen to see first HOW to do a more aggressive
job of selling and WHY, in selling, there are cer-
tain things to say . . . other things not to say or
do in order to be more effective. These many men
are now better salesmen because they are thinking.
1
0
# Our organization is comprised of "been there"
executives who know HOW from actual experi
ence, to put the thinking into your films which will
make them totally different . . . more effective. If
you are thinking about pictures, we are ready to:
think with you. We operate nation wide.
COUNSELLORS, CREATORS AND PRODUCERS OF PLANNED FILM PROGRAMS
(locket Plct44Ae^f 9hc.
6108 SANTA MONICA BOULEVARD HOLLYWOOD 38, CALIFORNIA
BUSINESS SCREEN MAGAZINE
COMPARISON PROVES YOU GET
THE FINEST 16mm Protection with the
Compare THE PICTURE! Screen images are more
realistic because the light output of the RCA "400"
produces the greatest range in contrast between the
brightest highlights and the deepest shadows. Pic-
tures are clear and crisp to the corners and edges of
the screen . . . they are steady and sharp under the
largest magnification.
Compare THE SOUND! You'll hear voices, music
and sound effects reproduced with the dramatic
realism and tone shadings of theatre-like sound.
Compare THE QUALITY! The RCA "400" is a pre-
cision-made projector, specifically designed to give
years of dependable ser\ice at the professional
show level. It meets all the requirements for school
and church classroom use, as well as the needs for
mobile showings of films by business, industrial
and civic organizations.
The RCA "400" is your best buy! Add to these
features— simplicity of threading . . . ease of opera-
tion . . . portability . . . maximum protection to films
—and it's plain to see why the RCA "400" is the
finest l6mm projector you can buy at any price.
We'll be glad to send you illustrated literature and
name of your nearest dealer. Write Department 124G.
RCA "400" JUNIOR. The only single-case standard l6mm
sound projector of Jully projessional quality.
RCA "400" SENIOR. Provides theatre-quality reproduction
of I6mm sound and pictures for larger audiences, audi-
toriums or larger rooms.
^tSUAL PROOUCTS
RADIO CORPORATION of AMERICA
ENGINEERING PRODUCTS DEPARTMENT. CAMD£N, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
I "•"/•ood, CaUforula
jcvor."
1^"' nriL"."s ""•-^•'" '"'
MroMm-Anvors Bslel"»
I *e have >,»«„ ^^^^^^^
sound recordi
giving I
U
I certainly enj
\ Panther Oil -
»nJoy I
) and I
teen
2., Vice Preaid
I 7~1. /fl. l-^aie, ^1., vice freaident
I Panther Oil and Grease Mfg. Co
I Jort Worth, Texas
f 'I have I
■ .^-^ Q,i Fro cornier..
ingham. Altiban
-,;,ndl--'
^ Kiineniieui
1 Home Movie Cent
1. Florida
had the '
iperb. It was promptl
\ appreciate itninediate
ler unii."
e superb
■ ould
; Aurioon
I.I .ould UKe to ^°"P^^;rLavriaKen"ov;
Ion the camera itseli^; ^^^ fturicon. ar
I 50.000 f«^^,,^^,['iesuU-..-
I have had perfect rs^
S-s^
I peri^vw ■■
I wiCS-TV
I Mlnneapol-is
. St.
Paul, Minnesota
iiK ' ' i lied user of the Auricon-Pro
Ti Ml v'ur 7t.-ii.-vision Motion Picture
irlmfin. *>:■ ire interested in your ne*
camera, the Cine-Voice."
^. K. ^edeaukien. tv studio supervis
KSTP-TV
St. Paul and Minneapolis, Minnesota
.-iving excellent results.
elient <-esu--
I'lving ««•. = •- —
(Je'aw^ C?- Go(m. Mgr
rreative Advertising
^'incinnati, Ohio
G. A! jj.
■ ciinut
Loui
ler we
tsviiie, Ke
Photo Dept .
happy
■ed n.i
.ielie"^/ Uiin°^^
fvibie ana en^
I dual
tope^a
I ■! took hone a Cine
I a test film and ■i''\z,
I results. The sound
I and the picture was
1 M. Il/uui
central Camera
IIHIDGK "Oni-Vm' WNfH mn itomscunaOnriiB '69S«"
Hl"e»Mlll IMFI l6m5o«nd-0nFilm 'IISI""
Please write for your free AURICON Equipment Catalog
GUARANTEED ONE YEAR
RCA LICENSED
BERNDT-6ACH, Inc.
7387 Beverly Blvd., Los Angeles 36, Calif.
MANUFACTURERS OF SOUND-ON-FILM RECORDING EQUIPMENT SINCE 1931
ECA to Show American Industrial
Films at European Conferences
♦ ECA niis,>.i()iis luixc bccu sclicd-
uled to appear before industrial
niaiiagemem conferences in Bri-
tain, Denmark, Norway, Sweden
and Holland with a series of
Kinnii sound films showing the
latest technicpies in American in-
dustry and materials handling
equipment.
Titles selected for the tour in-
clude ll's Yuur Money, The Pal-
lei System oj Case Handling and
Here's Your Worltsai'er, all pro-
duced for Yale and Towne Manu-
facturing Company. The films —
two in full color — demonstrate
modern material handling ctjuip;
ment at work in American indus-
trial plants and will be included
in BusiNE,ss Screen's forthcoming
re\ised Index of Training Films.
Audio Fair Scheduled for New York
During Month of October, 1950
♦ The Audio Engineering Society
will sponsor the nation's second
.AiiDio Fair at the Hotel New
Yorker in New York Cit\' on Octo-
ber 26, 27 and 28, 1950, according
to an annoinicement made recent-
ly by Theodore Lindenbcrg. presi-
dent of the society.
Covering all phases of audio,
recording and reproduction on
tape, disc and film for professional
and home use, television and thea-
ter, exhibits are being planned by
some of the leading manufactur-
ers, jobbers and distributors of
audio ecpiipmeiit.
In association with the exhibit,
the Audio Engineering Society
will hold its annual convention.
Landes in Charge of Fourteenth
Time, Motion & Management Clinic
♦ Ralph H. Landes, of Western
Electric Company has been named
general chairman of the Four-
teenth Annual National Time,
Motion and Management Clinic
to be held in Chicago on Thurs-
day and Friday, November 2 and
3, 1950.
Sponsored by the Research Di-
vision of the Industrial Manage-
ment Society, the Clinic will meet
at Chicago's Sheraton Hotel. Wil-
liam S. Wheeler. McGraw-Hill
Publishing Company, is program
chairman. Incpiiries should be ad-
dressed to the Industrial Manage-
ment Society, 35 East Wacker
Drive, Chicago !. Illinois.
Farm Film Guide Just Out
♦ Listings of more than 1100
larm-intercst motion pictures and
slidefilms, together with sources,
appear in the new Farm Film
Guide now available from Busi-
ness Screen, Chicago, 11, at only
50? per single copy, postpaid.
National Film Presentation Service
Offered by RCA Service Co., Inc.
♦ .\ i^rolcssional sound motion
picture presentation service is now
being offered on a nationwide!]
basis by ' the RCA Service Com-
pany, Inc. The service organiza-
tion assumes full responsibility for
all details involved in arrangini
and conducting a sound motion
])icture presentation.
With over 21 years of expi
encc in the motion picture In Id
and with engineers located or (
crating in e\ery state in the union
with other RCA personnel, the
company is well-equipped to han-
dle the presentations.
"Under our plan," explains W
L. Jones, vice-president in charge
of Technical Products Division
"an RCA Service Company field
engineer will make a physical sur
vey of the premises; select ihej
proper screen and arrange for its
installation; select proper projec-i
tion ecjuipment, according to thai
si/e of the audience and audito-_
rium; determine the type, number
and location of loudspeakers re
i|uircd for optimum sound cover-
age: and arrange and install prop-
er public address ecjuipment when
ret]ucsted.
"Screen, projector and loud-
speakers, plus a skilled projec-
tionist are also pro\ided when
needed."
A new brcjchure covering the
complete program is available on
request to W. L. Jones, RC.Y Serv-
ice Company, Inc., Camden, New
[ersey.
Du Pont Raises Prices on Nitrate
Motion Picture Film 5.3 Per Cent
♦ Increasing costs of production
ha\e made it necessary for the Du
I'uNT Company to raise prices of
nitrate motion picture film an
a\erage of .5.3 per cent, effective
with shipments as of August 7.
Major types of film affected are
nitrate release positive, which was
increased from $11 to $11.50 per
thousand feet before taxes, and
nitrate soinid stock from .SI 3 to
SI 4.50 per thousand feet. Prices
of safety stocks remain unchanged
You can buy titles for less than
KNIGHT QUALITY sells for, but
you cannot get greater value at
any price. That's why our titles
cost less in the long run.
THE KNIGHT STUDIO
341 E. Ohio Street, Chicago II, Illinois
BUSINESS SCREEN MAGAZINE
RADAR OF SELLING
Selling top management in industry
is not enough. "The Radar of Selling,"
anewl6-mm.color film produced for
National Industrial Advertisers Asso-
ciation in cooperation with Putman
Publishing Company, Chicago, shows
how industrial advertising, radar-like,
reaches out, locates and sells the nu-
merous individuals in industry who
influence purchasing decisions.
'STUDIOS 00
HOllYVIfOOD 28 • CAllFORNrA
DETROIT . CHICAGO
NEW rORK . MINNEAPOLIS
SLASH
FILM PRODUCTION COSTS
with the Fairchild PICSYNC'Tape Recorder
*Pic-Sync means "in sync" wilh picture
camera regardless of tape stretch.
Each time you retake a sound track, film production costs go
up. The waste of film stock and the time delay for processing
increase operating costs immeasurably. You eliminate these
extra costs with the Fairchild PIC-SYNC Tape Recorder.
Play back the sound at once . . . check it . . . erase the track
. . . retake the sound bejore the Intent, the set and crew are
disbanded.
TELEVISION
SAFETY SOUND TRACK
RECORDING
CBS-TV sov« $24.00
per hour by making
safely sound tracks of
television recordings with
the Fairchild PIC-SYNC
Tape Recorder.
Now Use %" Tape For
All Original Sound Tracks
I-airchild's development of the PIC-
SYNC feature makes possible the use
of 14" tape. Sprocket driven magnetic
tape is costly.
1/4 tape costs 80% less than 16
mm magnetic tape.
I 1/4" tape requires 50% less stor-
age space.
' 1/4" tape is easier to handle.
1 I/) ". .tape assures more intimate
contact with the heads.
Now ! . . . Synchronous Re-
cording With Your Present
Tape Recorder .rnd the FAIR-
CHILD CONTROL TRACK
GENERATOR.
Inexpensive! Simple to con-
nect! With no tnodifications
to yuur present V^" tape re-
cotder you can "sync" sound-
on-tape with picture-on-filtn.
The Fairchild Control Track
Generator can be removed
from its compact carrying
case for rack mounting. Does
not require special skill to
connect or operate.
I/4" tape has more uniform coat-
ing— less amplitude flutter.
'/l " tape eliminates roughness of
tone caused by sprocket drive.
Write for data on the Pic-Sync Tape Recorder
and the Control Track Generator.
1S4TH ST. AND 7TH AVE.
WHITESTONE, I.
FARM FILM GUIDE LISTS 1,100 SUBJECTS
♦ The new FARM FILM GUIDE, listing over 1,100 motion
pictures and slidetilms directly related to agriculture, and con-
taining complete sources, length, and descriptions is now avail-
able from BUSINESS SCREEN, 150 E. Superior Street. Chicago
II at only SOt* per, copy, postpaid.
NAPM Elects Top Men to Board;
Hamilton to Head Manufacturers
♦ The National Association ot
Photographic Manufacturers, inc.,
has elected F. CUenii Hamilton,
\ ice-president of Pako Corpora-
tion, president of the organizatitm
to succeed Joseph C. Babitt, presi-
dent of the Haloid Company of
Rochester.
K. T. Molin, director ot sales,
photo products department, E. I.
duPont deNcmours and Co., Inc.,
of Delawaie and Sawyer's, Inc.,
president, Harold J. Graves, Ore-
gon, were elected vice-presidents.
The newly elected treasurer is H.
A. Schumacher, vice-president,
Graflex, Inc., New York.
Named to the Board of Direc-
tors were Lincoln V. Burrows, vice-
president, Victor Animatogiaph
Corporation, Davenport, Iowa;
Harold J. Graves; Robert E. Lew-
is, vice-president, Argus, Inc., Ann
■Arbor, Michigan and E. S. Lind-
fors, vice-president. Bell and How-
ell Company, Chicago, Illinois.
James Forrestal, vice-president,
.Ansco and Ozalid Divisions, Gen-
eral Aniline and Film Corpora-
tion, Binghaniton, New York, was
re-elected to the Board.
Those who will continue to
serve as Board members are F.
Glenn Hamilton; L. S. Kubiac,
piesident. The Photogenic Ma-
chine Ciompany, Youngstown,
Ohio; James E. McGhee, vice-
president, Eastman Kodak, Co..
Rochester, N.Y.; K. T. Molin;
Frederick G. Simmon, president,
Simmon Bros., Inc., Long Island
City, N. Y.; George G. Tschume,
manager, photographic sales de-
partment, Bausch and Lomb Op-
tical Co., Rochester, N.Y. and
.Andrew A. VVollensak. vice-presi-
dent, Wollensak Optical Co.
* * *
Victor Animatograph Offers Free
Motion Picture on Film Use
♦ .\ new lilm about lilms, )'i)uys
fur the Ashing, is now being dis-
irilnited by the Victor Animate-
graph Corp., Davenport, Iowa.
Dramatizing the use of 16mm
films for entertainment and train-
ing in schools, churches, the hoiue,
business and industry, the fast-
moving full color subject empha-
sizes the easy availability of Uiimii
movies in every subject.
Distribution is on a free loan
basis from Victor headc|uartcrs or
from any Victor projector distrib-
utor.
# * #
Ferguson Library Extends Civic
Film Interest in Stamford, Conn.
♦ The Ferguson Library, public
library of Stamford, Connecticut,
has been doing outstanding work
for the past few years in establish-
ing a Film Department adecpiately
cijuipped to meet the needs of the
city.
Last month, in its first annual
Film Festival, the Library and the
Slamlord Film Council gave am-
ple evidence that the 16mm film
idea has been firmly planted in
the life of the community.
Over -100 persons, representing
77 community organizations and
a wide range of interests, gathered
in the auditorium of Stamford's
newest school building where Eric
H. Haight. president of the Stam-
ford Film Council (and of Films,
Inc., New York) greeted them and
introduced guest speaker Dr.
George N. Shuster, president of
Hunter College.
Four outstanding films were
shown in the main auditorium
lor the entire audience and some
11 pictures were screened for
seven separate groups divided into
( I ) your home, (2) your schools,
(3) your faith, (4) your health,
(.5) your job, (6) your govern-
ment, and (7) the Arts. Films
were provided by leading educa-
lional film producers and distrib-
ulors, industrial organizations and
labor unions. Projection was han-
dled by local dealers and by Film
Council members.
wanted: a top notch film salesman
A leading New York producer wants one of those rare really
good, really successful commercial film salesmen. We all know
there are only about 8 or 10 such people in the business, and
they are the ones who have long records of sales successes in
every area of commercial film making. If you are one of those
8 or 10 and are looking for a change, we'd like to talk to you.
Confidentially, of course. Our employees know of this ad.
Write Box aOlA.
BUSINESS SCREEN, ISO E. SUPERIOR, CHICAGO 11
10
USINESS SCREEN MAGAZINE
■i
!t . make sure your slide film
SOUNDS like a million!
Give it the benefit of RCA VICTOR engineering!
Contact an RCA Victor Custom Record
Sales Studio, Dept. 8E:
NEW YORK: 120 East 23rd Stroef
New York 10, New York
Murray Hill 9-0500
CHICAGO: 445 North Loke Shore Drive
Chicago I I, Illinois
Whitehall 4-32 I 5
HOLLYWOOD: 1016 North Sycamore Avenue
Hollywood 38, California
Hillside 5171
Write tor our Custom Record Brochure today!
First-rate visual presentation must have the support of true-to-life
ear-appeal to do its job most effectively. That's why America's
major slide film producers rely on RCA Victor for a thoroughly
engineered record. RCA Victor's 50 years of experience and
advanced electronic techniques assure you unbeatable service in...
RECORDING PROCESSING PRESSING
9 The most modern sound-reproducing equipment and facilities . . . latest
developments in automatic frame-progression recording.
9 Engineers who specialize in slide film recordings assure the best presentation
of your slide film story.
• Pure Vinylite plastic records — both standard and microgroove — packaged
in special slide film shipping cartons when desired.
• An extensive music library service.
• Careful handling and prompt delivery.
custom
sales
Radio Corporation of America
RCA Victor Division
•H1J *ASTtJk1 »0,C«"
NUMBER S • VOLUME II • I9S0
11
LOOK FOR
when you buy a bulb for your projector
(Pl'
m ...and get all these advantages
* "^ ^ Maximum light! "^
t * More uniform screen brightness
* Dependable performance
* Constant improvement
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use G-E lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Hiiie you looted at one lately?
G-E LAMPS
generalOelectric
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN MAGAZINE -:- ISO EAST SUPERIOR STREET — CHICAGO II, ILLINOIS
Dodge Division Color Film
Shows "Power-Wagon" Story
♦ A new all-color sound mo-
tion picture Power-Wagon is
being released by the Doogk
Division ol the ChrvsLkr
Corporation to its 4,000
dealers lor free loan to agri-
cultural and business groups.
F. L. VanNortvvick, director
of truck sales of the Dodge
Division, announced the two-
part 75-niinute long subject
as especially directed to agri-
cultural and business groups.
Each half of ttie fifm com-
prises a complete film,
Byron, Inc. Names Radford As
Assistant to the President
♦ RoDNKY B, Radford, for-
mer Head of the Visuai In-
formation .Section, U. S, Soil
Conservation Service and a
producer of instructional,
documentary and advertising
films, has joined Byron, Inc.,
Washington, D. C.
Radford compfeted a con-
tract for the direction of
twelve reels of U. S. Navy
training fifms, produced by
Byron, Inc., and recently ac-
cepted the fulf-time position
as Assistant to the President
of ttie Byron organization.
Atlas Opens Downtown Chicago
Office and Screening Facilities
♦ Atlas Film Corporation,
Chicago and Oak Park, Illi-
nois, film production and
laboratory organi/ation, has
opened downtown ofhces and
a nrodein screening room to
irapro\e customer service con-
tact as well as serving a grow-
ing clientele in t.v. films.
The new quarters are lo-
cated in the 228 North La-
Salle Building. .\ special fea-
ture is a television projection
setup which shows clients and
agency planners their new
productions in a siinulated
t.v. console setup.
Du Pont Photo Products Dept.
Opens District Office in Texas
♦ The Phoic) Prodlcts De-
partment of the Du Pont
Company has announced the
recent opening of a district
office in Dallas, Texas, lo-
cated at 506 Tower Petro-
leum Building. Elwvn H.
Bertholf is the district man-
ager in charge. The new of-
fice will handle Du Pout's fufl
line of trade, industrial, x-ray,
and motion picture photo-
graphic products, serving nine
southern and southwestern
states.
12
BUSINESS SCREEN MAGAZINE
COMPIRE!
lEW!
Ansco Color • Type 238
16nini COLOR DUPLICATING FILM
1
3
COMPlRfi...
for finer definition!
COMPiRH...
for cleaner, whifer whites!
2
4
COMPIRE...
for faithful color reproduction!
COMPIRE...
for high-fidelity sound
Pins...
(fast processing
service in
Binghcmton,
/ Chicago and
Hollywood
Ansco, Binghamlon, New York. A Division of General Aniline
& Film Corporation. "From Research to Reality"
NUMBER 5 • VOLUME II • 1950
Ansco
13
Modern's Standards of Performance
for Sponsored Film Distribution
"T^ HE BASIC operating principles and services which Modern Talking Picture Serv-
ice. Inc., and its 26 regional 1 6mm film exchanges apply in the distribution of more
than one hundred major sponsored film programs have been developed during more
than 15 years of experience. Primarily we provide quality and precision in each of the
following services:
1 . Promotion of the film to selected categories of equipped audiences.
2. Bookings to the exact type of audiences specified by the sponsor.
3. Adequate advance notice to the sponsor giving complete audience names, per-
son in charge and mailing address of booking arrangements.
4. A properly signed report card for each booking.
5. A monthly statement itemizing attendance figures for each booking in terms of
men, women, boys, girls, and totals.
6. A monthly statement showing total bookings, total showings and total attend-
ances of men, women, boys, and girls, arranged alphabetically by states. Cur-
rent, previous and cumulative over-all totals are also reported.
7. Special reports of numbers of bookings and attendances in various classes of
audiences showing attendance averages for each separate class.
8. Periodic reports to the sponsor giving audience reaction.
9. Proper care and physical handling to insure maximum life of prints.
10. Responsibility for print inventories.
1 1. Audience confidence in Modern inspired by the excellence of its programs and
service.
12. Economy of operation — securing more bookings per print per month — al-
lowing better market coverage with lower capital investment in prints.
These standards and services will increase the effectiveness of your film program whether
directed to internal, dealer, mass consumer audiences, or other specialized fields — with
proven economies. Specific details about our services are available on your request.
MODERN TALKING PICTURE SERVICE, INC.
ULKIHC
PICTUKE
SEDVICE
Vf!i-tilOCKEFEllER PIAZ* • NEW YORK 30, N. Y. • CIrcU 6-0910
143 EAST ONTARIO STREET • CHICAGO 11, III. • SUperlor 7-0581
611 SOUTH FLOWER STREET • lOS ANGEIES 17, CAIIF. • MAdison '
DuMont Predicts 15% Sales Hike
In Talk on TV Film Commercials
♦ In ail address l(i ihc R.nlio .iiid
Tcknisioii Iiistitiilf ol Pennsyl-
viiiiia Stalo Collc<;c at Slate Col-
lege, I'a.. Dr. Allen B. DuMont,
head of the DuMont Laboratories,
predicted that a 10 to 15% in-
crease in the nation's overall busi-
ness activity would be seen as a
direct result of television.
Dr. DuMont backed up his
prediction by citing the experi-
ence of the McCann-Erickson Ad-
vertising Agency which recently
slated that 23 of its television
clients have seen sales increases of
from 19 to 37% in television mar-
kets as opposed to sales in non-TV
areas, and the Kraft Company
whose Philadelphia brand cream
cheese has jumped 30';{, in sales
in cities where the Kraft TV
Theater program is telecast.
Cornell Shows A-V Utilization
♦ Summer session students and
the general public now have the
opportunity to sample the various
types of audio-\isiial materials
being attempted by labor, man-
agement and the public agencies
at the New York State School of
Industrial and Labor Relations at
Cornell University.
Shown twice each week, the
series will include films and re-
cordings from both labor and
management points of view on
grievance handling, industrial re-
lalions operations, the farm labor
problem, human relations and
communications in industry and
other iniion and management
problems.
"Films and audio aids in indus-
trial and labor relations are as-
suming an increasingly important
role in communications in our
lountrv," states Professor |. ].
[ehiing, in charge of audio-visual
aids at tlie school.
"Management and union or-
ganizations are spending hundreds
of thousands of dollars yearly for
the production of these modern
(ommunications tools."
RCA Custom Records Lowers Costs
♦ New, low price and ordering
politics have been inaugurated by
RCA Victor Custom Record
Sales and will become effective
immediately.
.Applying to orders of all shel-
lac-type and plastic pressings, the
revised price structure lessens sub-
stantially the differential between
prices for initial orders and those
tor re-orders.
This new policy will enable
RCA Victor to handle competi-
lixely orders and re-orders of small
as well as large record customers.
14
BUSINESS SCREEN MAGAZINE
1
Professional Results
in magnetic tape recording for the classroom
Popular Prices
The Soundmirror gives schools the soundest value in a tape recorder. It is
priced within reach of the budget— yet it has features usually found only
in the highest-priced equipment. Created and made by Brush, it offers years
of quality performance in special school models starting at ... . SI 99.50.
SOPDMIRROR
®
, . , tiic ^fr^u^^eA^ioK^ t^i^ ^icc(^%cUn> ^utt^tteun^ ^iW^e<t4^ to^ u^
New Educalional Model Soundmirror, in blond or
mahogany, has matching carrying handles which
make il easy for one or two people to carry it
from room to room. Model illustrated, 3259.50.
for more than 10 years leaders in magnetic recording
THIS BRUSH MAGNETIC HEAD
RECORDS WITH
THE HIGHEST FIDELITY
therefore puis down on tape a true recording of
the live voice or instrument. The Brush magnetic
head costs much more to make, but adds Httle
to the price of your Soundmirror.
THIS SPEAKER ''PLAYS BACK"
WITH THE HIGHEST FIDELITY
because it is an RCA high-quaUty accordion cone
speaker. Brush consistently brings you the finest
—and in the Soundmirror you get superior
recording and superior reproduction.
THE BRUSH DEVELOPMENT COMPANY, Department B-8
3405 Perkms Avenue, Cleveland 14, Ohio
Gentlemen: We're interested in hearing more about the Brush exclusive dealer
franchise for SOUNDMIRROR.
Type of Business
Firm Name
My Name
Slieet
City
Zone
Stote
NUMBER 5 • VOLUME II • 1950
15
BUSINESS seiiE
LENS-EYE VIEWS ALONG THE PRODUCTION LINES
SAFETY WINNER
• (Loft) Canada's Minis-
ter of Transport, The
Hon. Lionel Chevrier,
<rig:ht) receives national
first award plaque for
the Canadian Dept. of
Labor film "Safe Cloth-
ing" presented by Wil-
liam Enjxlander on be-
half of the National Com-
mittee on Films for Safe-
ty. National Film Board
of Canada produced the
occupational safety prize
winning; sound film.
• (Right) Plenty of prep-
aration precedes camera
action at the Chicago
studios of Sarra, Inc.
where director Harry
Lange (right) is explain-
ing things to actress Eu-
genie Carlson. Films in
work were TV commer-
cials for Chicago Chrys-
ler dealers, produced via
the Olian Advertising
Company of Chicago. Hal
Schullman, assistant di-
rector, is holding the
Sarra slate at left.
THE CURTIS FILM GOES ABROAD
SPOTLIGHT ON TV FILM PROGRAMS
• Forty prints of "Maga-
zine Magic" the film story
of The Cui'tis Publishing
Company were presented
to Edward W. Barrett
(left) Assistant Secre-
tary of State, by E. Hu-
ber Ulrich, Assistant to
the President of the Pub-
lishing Company. Films
will be used abroad by
U.S. Information officials.
U.S. versions have been
seen by millions in recent
nationwide showings.
• Three Olympic swimming team-
mates, John Faricy and Oliver Horn,
shown at left with Hawaii's Duke
Kahanamoku (center) were re-united
when the Duke visited Detroit re-
cently. Kahanamoku was a member
of the iyi2, 1920, and 1'.121 Olympic
swimming teams. Horn, Faricy, and
Jamison Handy were his teammates
in the 1924 contests in Paris. While
at the Jam Handy Detroit studios he
saw slow motion pictures of current
swimming champions. In Hawaii,
Duke Kahanamoku is shorilT of Hon-
olulu county, the largest county in
the world. (JHO Photo)
New Otis Elevator Sound Film
Made by Jam Handy Organization
♦ Major tlt\Llo|jnic'iUs in vcrtital
iransporlation arc shown in the
new Otis Elevator Company color
motion pitline Sliyliiies Unliin-
iti'd. produced by the Jam Handy
()r!;ani/ation. Pioneer phases to
modern electronics are shown in
tlie .'iO-miniite fihn available Irom
Otis' N. \ . hcadquarlers, 67(1 Fillh
.\vcnne, New York City.
* * *
Heavy Film Production Demand
Reported by Audio, New York
♦ Audio Productions, Inc., re-
ports a current production sche-
dule of 29 films— <ner eighty reels
—most of which will be filmed in
color.
Dealinj; with a variety of sub-
jects including pidjlic relations,
sales training, teacher training,
medical instruction, technical
demonstraiions and general educa-
tional treatments promoting serv-
ices and products, these films will
be shot in sixteen states with
Louisiana, Texas, California and
the Middle \Vest scheduled for
most of the work.
'0\er ,5n"j, of the jobs in prog-
ress has been institiued since mid-
year for release in the late fall or
early winter suggesting a full year
for sponsored films.
Among the sponsors of these
films are .\.T. & T., American Gas
and Electric, .American Plant Food
Council, .\nierican Cancer Society.
.Anaconda Copper Mining Com-
l^any, Babcock and Wilcox Com-
pany, Chilean Nitrite Educational
liureau and the Ethyl Corpora-
tion.
Others to come oiu wilh new
motion pictures will be the ln\cst-
ment liankers .Association, Mc-
Graw-Hill Book C:ompany, Na-
tional Board of Fire Underwriters,
Texas Company and the U.S. .Air
Force, Navy Department and the
State Dtpartment.
# * #
Viewmaster Presentations Used
by Poloris Company Salesmen
♦ Missionary men of the Poloris
Company, makers of ])ain-reliev-
ing denial poultices, are using a
Viewmaster presentation in tell-
ing their story to denlis(s.
.A seven frame, stereoscopic col-
or film moiuiled on a wheel is
used to toll the story of a pu])pet
with a terrible imdniglu tooth-
ache who uses Poloris on her den-
tist's advice and finds relict until
he can cure the tooihadie's cause
the next day.
Henry and Birget La Mothe
designed the puppets and sets;
Transfilm the pliotograpli\.
Excerpts from Lives of Woman's Day
Readers Shown on lO-Minute Film
♦ Id show the place Woman's
Day Magazine occupies in the
lives of its readers is the job of
the new Sarra production for this
sixth largest magazine in national
(in Illation.
Picpared under the supervision
ol Donald P. Hanson, publishei,
the ten-minute color slidefilm re-
piculuces excerpts from a cross-
section of 735,000 letters received
last year by Woman's Day, com-
menting on content and policy of
the magazine sold only in A & P
Sii|H'rmarkets and stores.
"Trees to Tribunes" Shown Overseas
♦ Trees to Tribunes, which lol-
lows the production of .the Chi-
cago Tribune from the felling of
a tree iiv Canada to the finished
copy on the streets, has been re-
ceived enthusiastically by 7,169
persons in Delhi, Bombay and Cal-
cutta, India, via State Department
overseas release.
Being handled in seventeen for-
eign countries and the United
States, the film, produced in both
black and white and technicolor,
was shown at journalism exhibi-
tions in each of the three cities. A
copy also has been lent to a mis-
sionary group who will show Trees
to Tribunes in Bengal.
The film is also being widely
distributed to U.S. audiences.
Display and Packaging Importance
Shown in Canadian Food Store Film
♦ Briarci.iff Food Center, a film
on efficienl self-service food stores
and atlracti\e packaging methods,
has recently tjeen released by
Canadian Industries Limited of
Montreal.
Produced in 16nmi color by
Crawley Films Limited of Ottawa
and Toronto, the motion picture
is based on a recent survey made
lor CIL which indicated that
45.3% of all purchases in food
stores are unplanned — made on
imi^ulse. It shows how the mer-
chant can increase profits by
studying his customers' needs both
in the lay-otit of his store and in
attracli\e produti displays.
Jam Handy Plays Host to
U. of Michigan's A-V Students
♦ University of Michigan audio-
visual class members were recently
guests of I'he Jam H.indy Organi-
zation for a tour ot the Organiza-
tion's audio-visual facilities in-
(hiding a visit to the art depart-
ment, slidefilm library and the
|am Haiuly sound motion picture
slutlio. .A showing of educational
slidefilms jiroduced by Jam Han-
d\ ilimaxed the tour.
BUSINESS SCREEN MAGAZINE
1
font Dsbi boog d
.ti 29vlo2
boog yi9V9 bnirldd
sisHt mlR 229ni2ucl
bnD...rn9ldoiq o zi
torlt p9bi boog d
.ti 29vlo2
We specialize in developing good film ideas
that help solve problems . . .
You're looking at a film ....
from the business side of the cellu-
loid. Things look a lot different from
this point of view : To the conscien-
tious producer of commercial films
— and especially to his client — the
only successful film is one that
solves a specific business problem.
Because we understand that the
finest production dramatically, tech-
nically or story line-wise, is a flop
unless it solves the client's problem,
our philosophy and technique of
filmaking starts from the premise
that every successful business film
must do a specific job. The day may
come when businessmen will buy
films that merely entertain or self-
glorify — until it does, we'll con-
tinue to make films that solve busi-
ness problems.
For more than a decade, Films
for Industry has been solving im-
portant problems for its clients.
Perhaps that is why it has grown
to be one of America's most impor-
tant producers of business films . . .
with one of the largest, self-sufficient
studios in the industry . . . and many
of the country's largest business in-
stitutions among its clients.
Jl you have a problem in your
business, why not tell us about it?
We'll show you some of our films
(which will give you an idea of our
scope, of our technical perfection
which is recognized throughout the
industry) but they, after all, are
solutions to the other fellow's prob-
lem. Then .... we'll come up with
a complete plan for solving YOUR
problem .... story line, sketches,
shooting script, budget, etc There
will be absolutely no obligation of
any kind.
We have that much confidence in'
films that solve problems.
FILMS FOR INDUSTRY, INC.
\£fr YORK— 135 \^EST 52ud STREET
PHILADELPHIA — 1700 WALNUT STREET
• PL.\Z A 3-2800
• KINGSLEY 5-0831
NUMBER 5
VOLUME II • 1950
17
Public Relations
Pictures by Audio
"TIME
20 mins.
S' "What i. <.™'?" ^^
■THE LONO ROAD"
20 n
on modern tr.
'If "S„Je«o^«!,- -HE.OTH.. - ...
'^"eWJeVe°vV'OW ABOUT
•--^J^S-"-- .... state a„, i,,^
''nemc
10 E,
JO tt,
10 u
10 m
.. 10 mi
Send for
A FEW FACTS ABOUT AUDIO '
AUDIO PRODliCTIOIMS, I
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE • FILM CENTER BUILDING • NEW YORI
right off the reel
NATIONAL SECURITY INDICATES NEED FOR TRAINING PROGRAMS
FAIR VISITORS SEE FILMS
THERE ARE C)B\10LS SIGNS of grave
need lor public education and group
training all along our national defense
lines. Civil Protection, already far advanced
in Britain, involves group cooperation, swift
and eliectixe action by trained individuals,
and a clear understanding of techniques that
niav mean the survival of this free nation.
Washington can do something about it. The
tools and the men to use them for the devel-
opment of clear and understandable educa-
tional materials are present among the fifty
or more factual film producers who assisted
ill the production of thousands of ^\'orld
War II training films for the .\rniy. Navy,
.Air Force, L'.S. Office of Education, and the
War Production Board.
Out across the countr\ tfiere are 200,000
self-equipped audiences owning their own
I6nmi sound motion picture projectors who
can also be mobilized through professional
ser%ices alreadv familiar with their interests,
boijking habits, nnd their location.
.\bove all. this is no time or place for
e\perimentation except possibly in the area
of integration of training tools and the broader
use of such effective techniques as are now-
possible with real economv and flexibilitv
through the medium of sound slidefilms. The
experts responsible for millions of carefully-
spent commercial film production dollars are
at hand to advise — call them in.
Cteielaiid Merits All The Editorial Space
Available — Other Cities Please Copy!
■k -An unusual departure in our editorial con-
tent is indicated by the space given to two
recent Cleveland, Ohio, film promotions. This
cit\ has assinned a rare degree of film leader-
ship as evidenced bv its cooperation with the
Cleveland Management Clinic (see pages 20
and 21) and the success of its third annual
Film Festi\ al (pages 28 and 29) .
This has also afforded the Editors an oppor-
tunitv to focus attention on the audience
selections of outstanding films made at these
two evcins. The films selected were already
culled from man\ possible titles as the "best
a\ailable" in each particular subject area.
Comparatiie Rate Schedule Provides Vital
Information to Both Sponsors and Producers
•k A second printing of a revised comparative
rate schedide covering the shipment of a typi-
cal 5-poimd film package between eight rep-
resentative L'.S. cities appears on page 30.
The facts which these figures re\eal must
be considered against the pattern of o\er-
whelming audience demand for useful factual
films across the countr\. Only the most efficient
means will assure the lull \alue of this power-
ful medium to those who have the kind of
films audiences ought to see — and want to see.
Brief S'otes and Editorial Comment:
■k The Kansas City Public Library has just
insiitined a communitv film program. Bertha
Landers, formerly in charge of the Dallas
Public Lilirarv Film Bureau and lately of the
Peoria Public Librarv, has taken charge of
this new activitx . according to Richard Sealock,
Librarian.
■k 59 member states attending the UNESCO
General Conference in Florence, Italy, ap-
proved the new con\ention permitting "edu-
cational, scientific and cultural films, filnistrips
and sound recordings" to cross the world's
frontiers duty free. It will be open for signa-
ture at Lake Success, New York, shortly and
will come into force following ratification by
ten countries.
* * *
Oil hulustry Seri'ice Center Shoiv Attracts
Throngs at the Chicago Fair of 19y0
k Holding their own among the thousands ol
"live" exhibits at the Chicago Fair of 1950,
films performed a first-rate public relations
job for the oil industry via the eighteen Kimm
soiinil moti<jn pictures which were sho^vn in
the Oil Industry Service Center theater.
.\cc()rding to Douglas Campbell, chairman
of the public relations and publicity commit-
tee for the Oil Industry Service Center, "The
films relate the story of petroleum from dis-
covery through production, transportation, re-
fining and marketing, as well as the general
develoiJment of tlie oil industry over the last
91 years."
The Last Ten Feet, of the Oil Industry In-
formation Committee and one other film ^\ere
shown at every show, \\hich ran about 45
minutes with intermission between shows to
permit change of audience. Other films were
f.voliition of the Oil Industiy, Birth of an Oil
Field, Deep Horizons. Oil for Tomorrow, Pipe-
line, Romance of Two Hemispheres, Story of
Gasoline, Story of Ltibriciiling Oil. \ew Ways
to Do .More with Farm Power, Miracle in Para-
dise f'alley, Lubrication. Petroleum Opera-
tions in the Gulf of Mexico and Desert I'en-
lure.
In addition to the theater, the Oil Industr\
Serxice Center had an outdoor pavilion with
umbrella-shaded tables, lounge chairs, rest
rooms and telephones. Foot \ibrators and
vibrating chairs were also available to help
relax the foot-weary tra\eler.
.\mong the seventeen participating com-
panies sponsoring the Center were Cities Serv-
ice, Continental Oil. Deep Rock, Du Pont.
Ethvl Corporation. Globe Oil & Refining,
Phillips Petroleum, Pure Oil, .Shell. Sinclair.
Soconv-Xacuum. Standard Oil Companv (In
diana) and Texas Company. •
This modeRiN pylon towered over the Oil
Industry's Service Center and Theatre at the
Chicago Fair of 1950.
Next showing: 10 A.M. says the clock at the
Oil Theatre entrance above. Below: one of
the regular crowds seeing oil industry films.
NUMBER 5
VOLUME i I
19 50
19
Here's a Notezconhy E\(i>iij)le of Group
Cooperation That Brought Film Ideas
to an Itnportdiit Midivestern Meeting
* * *
CLE\ELAM). OHIO has a way with
lihiis. Not the kind that feature Gra-
bk'j. |)h\s.ic[iu- i)r Cooper's drawl but
the pictures whicli bring all the know-liow
and iniorniative lails that help us understand
tlie complex ivorld in which we live and
work. They know how to use these in Cleve-
land and, more important, they've learned
the technique of showing others how to get
and use them, too.
The latest example is this year's first full-
scale Cleveland Management Clinic staged b\
the Cleveland Chapter of the .Society for the
.Ad\ancenicnt of Management, .\fter two pre-
vious successful one-day conferences, the So-
ciety decided to try a bigger and better man-
agement conference than was ever held in
Cleveland — or perhaps anywhere in America
in 1950. .Accordingly, fourteen other profes-
sional organizations accepted the S.A.M.'s
invitation to participate in a two-day clinic
which featured six concurrent sessions: two
single speaker conferences; two five-man clin-
ics; and numerous screening sessions. Two
screening rooms operated simidtaneously on
morning and afternoon schedides dining the
Iwo-day meeting.
1500 Exrc:uiiVES .\tiend the Clinic
1500 corporation presidents, personnel di-
rectors, engineers, training directors, and pro-
fessors came to the conference. 341 of these
attended eight screening sessions arranged bv
One Of The Two Screening Rooms In Regular Use At The Clei'claiid Clinic
Films Join a Management Clinic
SCREENINGS FORM INTEGRAL PART OF CLEVELAND MANAGEMENT SESSIONS
Cleveland Film Council to show 53 carefully
selected "management-interest" sound films.
The film sessions covered five general sub-
jects areas, namely: 1. Industrial Relations:
2. Marketing: .S. Industrial Engineering: 4.
Production; and 5. Finance. "Oscars" were
awarded in each classification, according to
the \oles of audiences seeing the films. Each
Members of Screeninc; Co-mmiitiks Pictured .-\
Ackermun, Ackerman ir Sliepord; Fern Long, E
Rutli Thompson, Visual Education Consultant;
Beard, Cleveland Public Library: and Gilbert L
Leslie E. Frye, Cleveland Schools; Mrs. Margaret
W. Payne, B. ]V. Payne Film Service; J. Henry
end Electric Co. Dale R. Cannon, White Sewing
Turner, Standard Oil Co.; Russell Sanner, W
American (ireeling Card Piibl.: Charles E. Clem
Cleveland. College; and IT. E. Laganlie. Chur
BOVE include (I. to ).) front nnc: Donald E.
lizabelh Hunady. Cleveland Public Library;
Donald H. Sunderlin, Sunderlin Org.; Virginia
•fton, .icadeuiy Films. Second roiu (/. to r.) are
F. Brown, Cleveland Museum of Art; Bernard
Miller. Clark Controller Co.; C. J. Dover, Gen-
Machine Corp.; Third row (/. to r.) are Dean
Iding Picture Productions; Robert C. Rick,
nshaio, Parker Appliance Co.; John W. Reid,
h School Pictures.
member of the audience was asked to indicate
the films he had seen and the one he thought
did the best job for which it was intended.
.A. sNstem of weighted votes was used; thus
if a person saw but three films in any one
class, his weighted vote for his favorite film
\vould be 3 as compared to 6 for the person
who saw 6 films during the same morning or
afternoon session.
Five "Osc.\r " .A\vards Were Selected
60 management executives attending the
Industrial Relations screenings voted The
Price of Freedom, a National Association of
Manufacturers' film produced by Apex Film
Corporation as the "oscar" winner in that
section.
The Cheese Family Alhum, a colorful sound
film on the legends behind the famous cheese
brands, won an "oscar" lor the Kraft Foods
Company and for Wilding Picture Produc-
tions, Inc.. its producer. .Attendance at the
Marketing Di\ision screening was 56.
138 executives voted A Fair Day's Work as
their first choice in Industrial Engineering
films section. It was originally produced for
the Procter & Gamble Companv bv Films for
Industry. Inc.
The Human Bridge, produced lor ihc Ford
Motor Company bv Raphael G. Wolff Stu-
dios, was voted the best of the Production
films at screenings attended by 52.
The fifth "oscar" award was made in the
Finance Di\ision w^here the Coronet Instruc-
tional Film 1T7?«/ Is A Corporation? was first
choice among 33 previews. Incidentally, this
presentation was made at the recent National
■Audio-Visual .Association Convention in Chi-
cago where Ellsworth C. Dent rcceixed the
Cle\eland "oscar" from Leslie Frye, chairman
of the Finance Dixision film program. •
20
BUSINESS SCREEN MAGAZINE
i
FILM PRKVIFW CROUPS
Markiiing toMMiTTFi- MEMBERS loere
(I to r) VV. E. Laganke, Donald Acker-
man, Ruth Thotnpsnn, and Russell
Sanner, chairman. Cojnmitlee pre-
viru'i-d cnx'r 2 million dollars in recent
productions for the clinic.
I wo IMU ~ I ki \i Kb LATiONS Committee
members weie (left) C. J. Dover, Com-
munity Relations. General Electric
Companw Lamp Dept. and Bernard
W. Payne, chairmayi of that Commit-
tee and president of the B. II'. Payne
Film Seniice, Cleveland. Se-ven titles
were finally selected by this group for
clinic screenings. Samuel E. Davies,
Winifred K. Stenker. Charles E. Boley,
and Donald E. Helmuth were other
toniniittce mem hers.
Members of administration commit-
tee were Heft below) Elizabeth Hun-
ady, assistant. Film Bureau, Cleveland
Library and Leo S. Rosencrans, luriter,
\]'il(liii' I'ltliiif PiiidiH linJis. Ijic.
Clinic Film Selections
INDUSTRIAL RELATIONS FILMS
Enlerpiise Cluett, Peabocly Co.
(.oiiii; Places Haidiii" Ciollcj^c
Letter lo a Rebel . . . Small Bus. E<oii. Fdn.
Make Mine Fiecdoin .... Harding Collci-e
Of This W'c .\re Proud . . Kelvinaior Ciorp.
Price of Freedom* National ,\ssn. of Maiiul.
I'nseen Horizons Ohio Oil Cionipany
M \RKF,TING FILMS
.\11 I Can Do Cooper's, Inc.
Before and After Alexander Smith Co.
Big Tim . . Timken Roller Bearing Compan\
Cheese Family .Album* .... Kralt Foods Co.
Demonstrate to Sell . Westinghousc Elcc. Co.
Endless Engineering .... L'. S. Rubber Co.
Farewell to I51ue Monday . Los .Angeles .Soap
Found Money . Inland Marine Lhiderwriters
Last Date Lumberman's Mutual
The Magic Key . . Raphael G. Wolfl Studios
The Road to Opportunitv .... Fuller Brush
Roots in the Soil Deere & Companv
Selling .\gainst Resistance . . Dannell Corp.
Speed Nuts Tinnemian Products Co.
Television Spots Wilding Picture Prod.
Time for Living . . American Inst, of Ldrg.
Two for the Money Remington .Arms
Workhorse on the Farm
Willvs-Overland Motors
INDUSTRIAL ENGINEERING FILMS
And In Return U.S. Steel Corp. (Pitts.)
Dollars and Cents .... Marshall Field &: Co.
Dusting .American Tel. & Tel. Co.
Ihe Easier Way .... General Motors Corp.
.A Fair Dav's Pay .... Procter S: Gamble Co.
.A Fair Dav's Work* . . Procter & Gamble Co.
Farm Work Simplification . Sinclair Ref. Co.
Flo^v Process Chart .... Librar\ of Congress
Is This Tool in Your Kit? . . Republic Steel
Machine Tools and Motions
General Motors Corp.
Piciorial Study of Methods
Improvement Principles
.... Saginaw Steering Gear Div. of G.M.
Stockroom Sam Marshall Field S: Co.
Work Simplification (Clerical)
Standard Register
PRODUCTION FILMS
Highway to Production . . Cinn. Mill. Mach.
Tlie Human Bridge* . Ford Motor Companv
Materials Handling . . . General Electric Co.
Multipress Goes Hollywood . Denison Engr.
Muscle Strains Bray Studios, Inc.
Trail of tlie Rocket Oldsmobile Di\ .
FIN.\NCE FILMS
Disirilniiing .Vmerica's Goods . . E. B. lilms
G. E. in '47 General Electric Co.
General Mills loday General Mills
Going Places Harding College
Monev at Work N. Y. Stock Exchange
What Is a Contract? Coronet Inst. Films
What Is a Corporation? . Coronet In. Films
\\ oi k of Stock Exchange . . Coronet In. Films
' Denotes Winner of Management "oscar"
1 EANHVORK FOR .\-V PROGRF,S.S
PR()i)t't:i iiiN (MMMiriht Ml MBERS were (/ to r)
Robert C. Rich, American Greeting Card
Publishers, Inc.; Mrs. Margaret F. Brown.
Cleveland Museum of Art; and Dale R. Can-
non, While Sezving .Machine Corp. (chairman).
.ANOIHLR .MARKtriNG COMMlltLt glollp \l lu r)
Russell Sanner, chairman. Wilding Picture
Prod.: Ruth Tliompson, a-v consultant; Don-
ald E. Ackcnnau, of .ickerman i- Shepard;
and W. E. Laganke, Church Scliool Pnliim.
iNDisiuiAi. ENGiNLiiRiNG toM.vimEE members
are (I lo r) ]. Henry Miller, Clark Controller
Co.; Donald H. Sunderlin, Sunderlin Organi-
zation; Fern Long, Cleveland Public Library;
and John II'. Reid, Cleveland College.
FiNANcL tio.MMiiin-- ME.MBERs (/ (() rj are
Gilbert Lefton, .-Icademy Film Service: Charles
E. Cleminshaw, Parker .ippliance Co.; Vir-
ginia Beard. Head of Film Bureau. Cleveland
Public Librarx: and Leslie E. Frye, chairman.
NUMBER 5 • VOLUME II
95 0
21
ieiK mtt
■ Hl>t| >'
THIS GRIPPING NEW SAFETY PICTURE SPONSORED BY THE
MOBILOIL COMPANIES RATES AS ONE OF THE YEARS BEST
THIS LAND OF OURS is blessed with
more automobiles per capita than any
other nation on earth: it is also cursed
with a greater toll of killed and maimed
thiough highway accidents than have been
lost in wartime. The cruel, cold estimate is
that the one millionth traffic fatality will
have been recorded within the next year.
Powerful weapons of idea communication
are needed to impress on all the people the
plain truth that indifference and carelessness
are the principal causes of this useless waste
of human life. It is no coincidence that some
of the most powerful, hard-hitting factual
films have recently appeared to help meet
this challenge, notably Last Dale. Miracle in
Paradise Valley, Safe As You Think, and
Thai They May Live.
Rated as One of the Finest Films
.\ really great new film has now joined
battle with the forces of indifference. .4nd
Then There Were Four, sponsored by Gen-
eral Petroleum Corporation, must inevitably
be rated as one of the finest examples of the
thought-provoking, resultful power of the
The McCall Family has good reason to
worry about Buddy McCall's reckless driving.
(actual screen. For here is the best in profes-
sional creative and production technique,
combined with top-flight talent, to bring
forth a finished film that will ha\e sufficient
prints to ser\e literally millions of .\mericans
before this year is out.
.-\11 of the Mobiloil companies. General
Petroleum Corporation covering the west:
the Socony-Vacuuni Oil Company, Inc. in the
east; and the Magnolia Petroleum Comlxuiy
in the south, will take part in this campaign.
In its first phase theatrical bookings of SSnini
prints have included such first run houses as
the Roxy in New York, leading theatres in
Seattle, Chicago, and Hartford and the entire
Intermountain Chain nl 2! houses.
Prodiction H.\s Every Top iNCREfiiENT
From its very inception. And Then There
]Vcre Four was carefully planned as a fitting
successor to General Petroleum's previous re-
lease That They May Live which has been
seen by o\er five million people in the west
since its release in 1947. .-\n analysis of exist-
ing safety films made by John J. Henntssey
of the company's public relation and adver-
Dr. Marks thinks his "minor violation"
should be overlooked by the traffic fudge.
tising itgcncy (West-Marquis, Inc.) brought
out two salient factors: (1) the need for iden
tilication between the screen and the au
dience: and (2) the need for sufficient enter
lainment value to stimulate interest in thej
suljject. Los .\ngeles Police Department safely i
officers confirmed these needs from their as I
signmenls which included showings of safety]
pictures to thousands of audiences of all types
The critical turning points in the making
of this kind of really compelling picture were
certainly then the story treatment, the pro
ducer, and the casting. To Charles A. (Cap)
Palmer go full honors for the emotional im
pact and convincing lines which this screen'
writer of Lost Boundaries brought to the film
The enthusiasm generated by his script was
spontaneous and brought from \V. B. Curtis ';
manager of the Public Relation Department;
of General Petroleum not only full approval,
biu an expansion of the first conteniplatedl
builget, which was heartily endorsed by ClarJ
ence S. Beesemyer, exccuti\e \ ice-president ol'
the company. '
Producer Fulfills These High .Standards;
Roland Reed Productions, Inc. was selected
bv thorough analysis as the producer, with
Guv V. Thayer, Jr., as associate producer and
Frank Strayer, director. Casting proceeded
with the utmost care (as its final excellence
certainly confirms) and the same painstaking
effort went into shooting and the cutting
stages. The final elements of narration and
music assured the film's national significance
as Academy Award \Vinner James Stewart
accepted the key role of narrator: an original
music score by the notable composer and con-
ductor Eliot Daniel "set" the mood and tem-
po of the taut, dramatically unfolding story.
Von have to see this picture to appreciate
it. Five tvpical Americans, whom you get to
know and like, start out on their daily jobs
one morning but only four return home that
night. You don't know which one will never
return until the final moments of the film.
It's easv for any group audience to see An
Then There Were Four. Any one of the 2i
regional exchanges of Modern Talking Pic-
ture Serxice, Inc., national distributor of th
film, will book the film on request. For plant,
office, or any kind of showing, though, you
better reser\e early. We predict an o\erxvhelm
ing demand for one of this year's top pictures
Joe Krolik is a happy father but thinks liisl
faulty brakes won't latise trouble.
rf
22
USINESS SCREEN MAGAZINE
Tin DtLco Prodi <:is Division of (ieiieral
Moiors C^orporaiioii products a con-
I sicleiable range and (|uaiuit\ of frac-
' tional tiorsc|X)wcr motors, the indiisirious
' little giaius of tlie home appliance, aiiiomotive
! and machinery field. Said to be the world's
' largest producer of these power packages,
I Deico also makes larger industrial motors and
shock absorbers. Delco's product line opens a
new and highlv informative sound motion
picture and also gi\es it the appropriate title
— Motors on Parade.
The stop-motion parade of Delco motors
against a background of the Delco plant
(shown in three dimensions through the use
of forced perspective, see illustration right)
takes just one of the picture's 26 minutes of
screen time but its fascinating technology and
original nuisical score exemplify the produc-
tion qualitv of this film.
The Jam Handy Organization, prcxlucer of
Moiors on Parade, earned sponsor commenda-
tion from Delco for "the amount of interest
shown in our film . . . convinced it is a real
selling tcxil."
Moiors on Parade was premiered in Dayton's
Hotel Biltmore at a dinner meeting of Delco
customers, suppliers. United Motors Service
and General Motors Overseas representatives.
Among the 300 in attendance were H. Donn
Keresev, president of Anaconda Wire and
Cable Compan\, who was guest speaker at
the dinner. GM officials present included
\Villiani F. Hufstader. vice-president. Distri-
bution Policy Group; Frank H. Irelan, gen-
eral manager, Delco Products Division: and
E. R. Godfrey, vice-president, Davton House-
hold and .\ppliance Divisions. United Motors
Senice representati\es, who merchandise Del-
co Motors in the field, indicate especial interest
in the film's technical interpretation and as
an aid to their work in the field.
Its .\ Story of Americi\n Enterprise
.\s Parker Fennelley, well-known character
player of stage, screen, and radio, narrates the
Delco story, a tvpical American business suc-
cess stor\ is unfolded. Today's electric motors
are improving li\ing and working conditions
in the home, factory, and office, on the farm
and in transportation. Mr. Fennelley follows
up the picture's closeups of these points by
tracing the history of Delco via a company
album.
From the original Kettering drawing of an
ignition system, of Deeds' Barn, the birthplace
of Delco. the picture swings to a modern
production sequence showing the actual pro-
duction, aisembh, testing and inspection steps
in making Delco motors and shock absorbers.
ClSTOMERS AND PROSPECTS PRIM.\RV .\lDIENCE
Although interest in this film will be quite
general, its primarv audiences are Delco's cus-
tomers and prospects. These include original
equipment manufacturers, industrial motor
buyers and the replacement market. In a single
customer organization, Delco's Sales Depart-
ment might arrange a showing for top manage-
ment, followed b\ other showings to the
manufacturer's service, sales, and engineering
departments.
Showings are arranged through Delco's Pub-
w-
raB^'
Motors
on
Parade
NEW DELCO PICTURE
SHOWS PRODUCT LINE
lie Relations, Sales Department and Service
Departments. AH showings are coordinated,
however, through the office of Mr. Fred Hobbs,
Public Relations Department, Delco Products
Division of General Motors, in Davton. •
Audience Meets "The Torch"
In This New Fire Safety Picture
Sponsor: The National Board of Fire
L'nderwriters.
Title: The Torch, 1 1 1,4 min., color, slide-
motion 16mm. produced by the
Pathescope Company.
■*■ This film points out that people who
trv to save a few seconds by ignoring
simple fire safetv precautions often lose
their homes . . . and sometimes their
lives. It features a cartoon character,
"The Torch", who prompts one careless
citizen to toss a cigarette out of an auto-
mobile, and the result is a raging forest
fire. He convinces a woman that she
shoidd go ahead and clean her gloves
with gasoline "just this once", and her
home is destroyed.
The Torch is available for free book-
ings from The Bureau of Communica-
tions Research, 13 East 37th Street, New
York, east of the Rockies, and from The
National Board of Fire Underwriters,
1014 Merchants Exchange Building, San
Francisco 4, California, in the west.
"The Torch" gives some bad advice.
InTRICLING STOP-MOTION SEQUE-N'CE in pToduc-
lion at Jam Handy studios for the new Delco
sound motion jticlure '.Motors on Parade."
Railroad Emplovees Attend Classes
In a Unique Mobile "School House"
ir One of the most unusual industrial class-
rooms in the country is the traveling railroad
car staffed by Ray F. Winters, -\ir Brake
Consultant of the International Correspond-
ence Schools and instructor to some two thou-
sand lcx:omotive engineers, firemen, carmen,
diesel maintainers. air brake servicemen and
various railroad officials each year.
Two ICS Cars for Rail Employees
Wintei^' traveling schoolroom is one of two
ICS cars which bring classes to emplovees of
such railroads as the Illinois Central, Erie,
Chesapeake & Ohio, Baltimore & Ohio and
manv others. It contains a classroom at one
end and living cpiarters for Mr. and Mrs.
Winters at the other. The on-the-job instruc-
tion given is a part of the regular ICS course
on Air Brake Operation and Maintenance,
which ever\ railroad operating man must be
familiar with. It is the only one of four hun-
dred courses gi\en bv ICS in which the instruc-
tor comes to the students.
In teaching his subject \Vinters uses spc-
cialh prepared ICS motion pictures and
slides, as well as racxiels and the brake, itself.
Efficient on-the-job iNSTRUtmoN
The usual practice on most lines is for the
railroad men to pay [or the course themselves,
as a part of their self upgrading for promo-
tion, and the cost is later refunded b\ the
railroad if the course is successfully completed.
.\s a result of this practical on-the-job in-
struction, engineers handle trains smoother
and with less dela\. the various craftsmen
handle their maintenance work more efficient-
Iv, and the railroad officials are better
eijuipped to supervise their employees. The
net residt is higher morale and lower operat-
ing costs, all of which add up to more profit-
able operation for the railroads.
The visualized portions of the training
program aid in speeding the training — and in
making sure that technical facts are thorough-
Iv understood and retained. •
N U KH B ER S
VOLUME M • 1950
23
■'SF\ X
^
TRADE SHOW
ADMISSION
BY
BADGE ONLY
Audio -Visual Convention Weeit
MID -CENTURY NATIONAL AUDIO - VISUAL CONVENTION BRINGS
FOUR ASSOCIATIONS TO CHICAGO FOR THEIR ANNUAL SESSIONS
Opening the 1950 NAVA Trauf, Show us
visitors throng to sec the 83 exhibit boot/is
are (center above) F.. E. Carter, retiring
NAVA president: and l-'ord Lemler (extreme
left) of University of Michigan, vice-president
III the Educational Film Library Assoi iiition.
THE CROSSROADS OF TIME at Mid
Cemiiry— and of America— in Chicago,
brought together four national audio-
visual associations for their annual gatherings
on July 28 to August 2 at the Hotel Sherman.
More than 2,000 registrants and guests from
industry, education, and community leader-
ship fields were in attendance at the meetings
of the National Audio-Visual Association
(host group) ; the Educational Film Library
Association: the Film Council of America:
and the Mid-west Forum on Audio - Visual
Aids. The annual National Trade Show,
sponsored by NAVA, featured the latest audio-
visual ecjuipnient and recently-produced mo-
tion pictures, slidefihns, and other instruc-
tional tools. 83 exhibitors occupied the main
exhibit hall and me/zanine floor.
|oiNT Sessions Feature Key Talk.s
It was at the scenes of various joint sessions
in which the participating groups joined their
memberships for discussion of common prob-
1950-51 Efla Officers (above, I. to r.) are
Edward Schofield, president; Bertliu Landers,
secretary; and Ford Lemler, vice-president.
Icnis that this convention iiuule its most im-
portant contributions to audio-visual prog-
ress and re-appraisal of its goals.
Featured speaker of the general session on
Monday morning, July 31, was Roy E. Lar-
sen, president of Time, Inc., and Chairiuan
of the National Citizens Cominission for Pub-
lic Schools. Mr. Larsen described the activi-
ties of the Commission and urged the partici-
pation of all groups in the interests of better
education in the U.S.
At a joint session of EFL.\, FCA, and the
Midwest Forum on Saturday evening, [uly 29,
a panel appraisal of the de\e!opment of the
educational film, presided o\er by Floyde E.
Brooker, U. S. Office of Education, brought
The Association of Chief .State School Audio-Visual Officers presents its newly-elected
leaders: (left to right) are Richard Brower, Minnesota Stale Department of Education,
president: Francis W. Noel, California State Department: Floyde E. Brooker, U. S. Office of
F^dtuation: Hugh Proctor, Texas Slate Department: Earl Cross, Oklahoma State Department,
]Vard Bowcn. S'nc )'nrl: Stntr Drpinliiiriil : iiiul Ilnrr\ Norton: Mmilnnii Slate Department.
Efla Past Presidents (above, I. to r.) are
L. C. Larson: Irving C. Boerlin: Ray Bingham:
and Ed. Schofield.
together leading representaiives of both pro-
duction and user groups.
A previous joint session on Saturday morn-
ing was the scene of an address by Dr. Edgar
Dale, Ohio State University, on the keynote
theme "The Next Fifty Years."
A significant general session of the four
associations took place on Tuesday morning,
August 1, in which the general subject "State-
wide Problems in .\uilio-Visual Education"
was discussed bv members of the Chief State
.\udio-VisuaI Education Officers .Association.
Chairman of this meeting was Francis VV.
Noel, Chief, Audio-Visual Education Bureau,
California Slate Department of Education.
Mr. Brooker presented "National Problems
As They Relate to States" and Richard Brow-
er, Supervisor of the .\udio-Visual Education
program in the Minnesota State Department
of Education, set up the "Problems in Devel-
oping a State-wide Teacher Education Pro-
gram." Earl Cross, Coordinator of the Divi-
sion of .'\udio-Visual Education, Oklahoma
State Department of Education, presented
"State-Wide .Administrative Problems."
State audio-visual development programs
have become a noteworthy public relations
challenge to the industry in recent years. De-
velopments which have taken place in Arkan-
sas. Oklahoma, and California are believed
impending in several other key states.
Summary Session Concludes Convention
Under the general chairmanship of Robert
tie Kiefter, Stephens College, Columbia, Mo.,
and retiring president of the Film Cotnicil of
.\merica, a linal joint session featured reports
on the activities of individual associations.
Francis Noel reported on the State School
Officers meeting: Edward Schofield, re-elected
[Jiesident of EFL.A, summarized the proceed-
ings of that group. NAVA meetings were
simmied up bv E. E. (Jack) Carter, N.AVA
piesidcnt, and E. C. Waggoner, Chairman of
USINESS SCREEN MAGAZINE
■
NAVA'S PRESIDENT-ELECT
First Ladv i>I the Xatioiial
Audiii-lisiiid Associalirjti is Miss
Hazel Calhoun of Atlanta, new-
ly-elected president for 1950-^1.
[he Midwest Moulin, ga\e a resume ol tliat
organization's activities.
Film Council ol America guests heard an-
other of the Mid-Centurv kevnote prograins
on Sinidav alternoon, Juh 30. "Fiftx Years of
Progress in the .\udio-\'isual Field — a \'isual-
ized Re\iew " was presented by six speakers.
Lee Cochran, University of Iowa, presented
an illustrated talk on progress in "Training";
progress in production techniques was pre-
sented b\ Ellsworth C. Dent, vice-president of
Coronet Instructional Films; the growing
niunber of educational film libraries was
graphically shown b\ Dennis Williams, vice-
president of EncNclopaedia Britannica Films
in his talk on "Distribution." The 50-vear span
of formal educational use of films was pre-
sented in slides and verbal background by
Garret Weathers, audio-visual supervisor of
the South Bend, Indiana schools.
.\ mid-centurv review of "Industrial Use of
( CONTINLT.D ON THE FOLLOWING P.AGE )
Xatio.n.^i Ai i)i()-\isi AL .\ssociATlON OFFICERS for 1950 shown above (front row. I. to r.) are
John Gunstreani, secretary: Hazel Calhoun, president: and ]. A'. Lilley. 2nd vice-fnesident.
Back row, (I. to r.) includes Milton Stark, C. T. Chandler, and Carroll Hudden. directors-al-
large: Martin Stoeppelwerth, 1st vice-president; Lawrence Sallzinan, treasurer: and fasper
Ewins;, Sr., rei^ional director.
Robert ue Kieffer, retiring
FC.i president, is the speaker.
JoLRNALisT-Si'tAKtR at the Film Council ban-
quet was Robert J. Blakely, chief editorial
•writer of the St. Louis Star-Times, who spoke
on U.S. and world issues of the day.
The Film Council of .America Banqlet presented these key figures at the speakers table (I. to r.) E. E. Carter, XAJ'A; James Brown, Univer-
sity of Washington: Bertha Landers. FFI.A: Dr. Jay Zuckerman. U.XESCO: Glen Burch, FCA executwe secretary: Robert J. Blakely. guest speak-
er': Evans Clark, FCA Board of Trustees: Robert de Kieffer, FCA retiring president: Dr. Edgar Dale, EFLA and UXESCO; Irving C. Boerlm,
FCA president-elect; Emily Jones, EFLA secretary; and Mr. and .Mrs. Don White, NAVA's executive secretary.
Sai.ks iNSTlTiiTE priiH I jiiils iHcludcd (I. to
r. uhox'e) E. E. Carter, retiring NAVA
jiresideiit: L. C. Larson and Ernest Tie-
mann. of the Audin-Visnal Center, hidi-
ana University; and Robert L. Shoe-
maker, Operadio Mfg. Co., chairman of
the Institute Board of Governors.
NAVA's 1950 Sales Institute
•k For tlic second consecutive year, the
Nalional Audio-Visual Association
joined with Indiana University in spon-
soring a National Institute for Audio-
Visual Selling. Created to help make
better salesmen for audio-visual products,
the Institute was again held on the
Bloomington campus of Indiana Univer-
sity in the week preceding the NAVA
Convention, July 23-28.
Robert L. Shoemaker, sales manager of
the Visual Aids Division, Operadio Man-
ufacturing Co., is chairman of the Insti-
tute's Board of Go\crnors. Ernest Tie-
mann, coordinating for the University,
is chairman of the Institute's Planning
Board. He is in the .\udio-Visual Center.
.Special conuiiendation was extended
to Mr. Shoemaker; to John Dostal, field
sales manager of the Visual Products
Section. RC.\: and to H. Herbert Myers,
partner and general manager of the
Charles Beseler Company for extraordi-
nary services rendered at this session. •
Convention Week
( CONTINUEI> FROM THE PRECEDING PACE )
I'ilms" accompanied by showings of 1011,
I5)i;i and 195(1 examples of motion pictures,
uas presented by O. H. Coelln. editor of
Business Screen. Another visualized presenta-
tion "The Inlormal Use of Film Material" Ijy
Robert H. Schacht of the Extension Division,
(hiector of the I wentieth Century Fund and
1 liairman of the FCA Board of Trustees.
Elections Feature Association Meetings
.\t mid-century, one of the National Audio-
Visual Association's pioneer members and
hardest workers became president for 1950-51
as the membership unanimously elected Ha-
zel Calhoun of Atlanta, Ga. First vice-presi-
dent on the new slate is Martin Stoeppel-
werth. Indianapolis: second vice-president, J.
MODERN EXCHANGE MANAGERS AND EXECUTIVES IN CONFERENCE
Modern talking picture service licensees, nationwide distributors of fihns for industry, held
their atmual get-together during the NAVA Convention. A dinner concluded the three-day
conference on Friday, July 2S. 26 regional exchange offices were represented as well as nu-
merous sub-licensees now a part of this national film distribution network.
University of \Visconsin. coiuliidetl this after-
noon program. James VV. Brown, University
of Washington audio-visual director, was the
general chairman in charge.
The annual banquet of the Film Council
of .-\merica featured a challenging address by
Robert Blakely, chief editorial writer of the
St. Louis Star Times, who spoke on the im-
portance of better understanding as related
to domestic issues in America and the world
situation. A salute to audio-visual pioneers
was part of the banquet events. Toastniaster
of the evening was Evans Clark, executive
FILM COUNCIL OF AMERICA SENATE MEETS DURING CONVENTION
Film counc:il slnaie .meeting brought together
president; John Cory, retiring Senate chairman
iliack rcno, I to r) James Fitzwater, Edgar Dale,
Walter Stone, Dorothy Ogden, IF. F. Kruse, M
(I to 1, jinulrow) Robert de Kieffer, retiring
and Glen Burcli, FCA executive secretary.
Bertha Landers, Robert Brown, Muriel Javelin,
arion Manley, Gordon Adamson, Don Martin.
K. Lilley of Harrisburg, Pa. NAVA's secretary-
elect is John Gunstream, Dallas, Texas; treas-
urer is Lawrence Saltznian, New York City.
Directors-at-large named were Keith Smith,
Omaha; and Toby Chandler, Washington,
D. C; Regional directors elected were Jasper
Ewing, Sr., New Orleans; Milton Stark, Balti-
more; and Carroll Hadden, Louisville, Ky.
Directors whose terms did not expire and
who are continuing in office are (regional)
A. H. Rice, Manchester, N. H.; Frank Rouser,
Knox\ille, Tenn.; Jack Lewis, Wichita, Kas.;
and William M. Dennis, Los Angeles, Cal.
Directors-at-large remaining in office for un-
expired terms include Sophie Hohne, New
York City; P. Ray Swank, St. Louis, Mo.; E.
E. Carter, retiring president of N.WA, will
Ijccome an ex-officio member of the board,
Don White, Evanston, Illinois continues as
executive secretary, a post he has filled with
distinction for the past several years.
EFL.\ Re-elects Schofield as President
Eleclion of national officers of the Educa-
tional Film Library Association also took
place during the Convention. Edward T.
Schofield of the Newark, New Jersey public
schools, was re-elected president and Ford
Leniler, University of Michigan audio-visual
director, was re-elected vice-president. The
new EFL.\ secretary is Bertha Landers of the
Kansas City public library.
Members of the EFL.V Board for the com-
ing year are L. C. Larson, Indiana University,
(re-elected) ; Vernon McKown, New Albany,
26
BUSINESS SCREEN MAGAZINE
Indiana, and Patricia Blair, American Librarv
Assofiation film a<l\ isor.
Fh \i Cot .\<;ii. Namfs Bofrijn I'rf_sident
riu- new president i>l the Film Comuil of
America is hAing C^. Bocrlin of I*eiins\hania
Stale Oollegc. Otfier officers of the FCA elect-
ed during the Convention iricliidc Robert
IJrown. Dean of Adult Education, L'niversitv
of Illinois, elected chairman of the FCiA Sen-
ate; and Albert Rosenberg, manager of the
Text-Film Department of the McGraw-Hill
Book Company, who was named secretar)-.
• • •
Gayety. Good Food and New Friends
at the Convention's Social Functions
• Good ideas are gathered in Convention
business sessions but good food and new friends
were plentiful for those who attended some of
the NA\A social functions. By tradition, there
was the Ladies Reception and Tea in the Sher-
man's Grev Room on Sunday afternoon, Julv
30; by tradition too there was the big Radiant
partx. gav, lighthearted and original. This
Year's "Rumpus" held on Monday evening,
Juh 31, was no exception.
The previous Sundax evening saw most of
the conventioneers at the S\'E "Open House"
which filled the Bal Tabarin for buffet supper,
light music, and social chatter. Many of the
guests were among those who went on to the
Film Council banc[uet in the Louis X\'I Room
(see prev ious pages) .
The .\mpro Corporation presented lovelv
model Jo.\nn Skelley, the ".\ction Is Power "
girl, at the annual Dealer Day Dinner held in
the \\'alnut Room of the Bismarck Hotel on
.Saturday evening, July 29. The dinner fol-
lowed cocktails in the Bismarck's Green
Room.
It was dinner, too, for the nationwide deal-
er family of Bell S: Howell; for the visiting
dealers of X'ictor .\nimatograph (also at the
Bismarck) ; and for the regional distributors
of Films of the Nations. Inc. A dinner part\
• for the latter group was hosted bv Maurice
Groen with Mr. and Mrs. E. E. Carter,
N.A\'.\'s retiring president, as guests of honor.
Sponsors and exchange personnel met over
cocktails and dinner in the Sherman's elegant
Penthouse as Modern Talking Picture Service
officers and Modern's president, Frank .\rling-
haus, were hosts on Friday evening, July 28.
The dinner concluded a three day gathering
of the distribution network's regional and
national representatives.
Something new and different in Convention
festivities was the De\'ry Corporation's
"moonlight cruise" party on Lake Michigan
the final evening of the Convention, .\ffiable
W. C. (Bill) De\ry and Ed. De\ry were
hosts to a large party which thoroughlv en-
joyed the cool breezes and twinkling lights of
the citv's evening skyline. •
PicTORiAi. Coverage of the
.\A\ \. EFLA, FCA and Midwest Forum
Meetings b\ the \ \\'.\ Photo Staff
AND BV LePLEV-JosWICK STLDIOS
GAL.\ .SOCI.VL FUNCTION'S .\T THK N.WA CONVENTION
Ampro corporation's dealer dav luncheon was a highlight of the projector company's "Let's
Go With Ampro" sessions on July 2^. Howard Mnrx. x\p. and general sales manager, presided.
The Society for X'isual Edic\tion, Inc. was convention host to one of the several large
parties. Shown above is a vieic of SJ'E's "Open House" in the Bal Tabarin on Sunday evening.
N.wa's LOVEtiEST i.ADiE-s attended the traditional Convention Reception and Tea held in the
Sherman's Grey Room on Sunda\ afternoon, July 30.
NUMBER 5
VOLUME II
27
FILM FESTn'AL GUEST
1
■d>I H ^^S^ ^^^1
Charming and Gracious Miss Gloria
Su'ansort of the stage and screen was
the guest of honor and featiirei
speaker at the Clex>eland Film Festi
nal's third annual Awards Dinner
Haruworring Festival Chairmen tnade the
Festii'al a success. Shown above are ( / to r)
Dean S. Turner, president of the Cleveland
Film Council; Elizabeth Hunady. Festival
Chairman: Dean Leslie Brown of Cleveland
College {scene of the Third Annual Film Fes-
tival) ; Harold R. Nissley, Publicity Chairman
(we ore indebted to him for this text and pic-
tures) ; and Kenneth R. Vermillion. Member-
ship Registration Chairman.
Film Festivals Are a Cleveland Tradition
FILM COUNCIL SPARKS ITS THIRD ANNUAL CIVIC PROGRAM
COMMUNITY GROUP LEADERS, in-
cluslry and education are all repre-
sented each year as Cleveland renews
the tradition ol its yearly Film Festival.
The third annual 1950 program, held at
the downtown center of Western Reserve
University (Cleveland College) was no excep-
tion to past successes.
Under the General Chairmanship ol Miss
Elizabeth Hunady of the Cleveland Public
Library's film bureau staff, a group of 14
lommittec chairmen arranged a program
which included an evening dinner meeting
with film star Cdoria Swanson as guest speak-
er, a full day's activity in five screening rooms,
and the presentation of "Oscars" to six filins
chosen by audience vote in their special clas-
ses. .'\ showing of Robert Flaherty's Louisiana
Story concluded the Festival events.
Assisting chairmen included: Gilbert Lef-
lon (arrangements) ; Helen Harp (awards) ;
Sanuicl E. Davies (Banquet) ; Fern Long (Co-
ordinator) ; Ruth N. Thompson (Exhibits) ;
\irginia M. Heard (Hospitality) ; Harold R.
Nisslev (Publicity) ; K. R. Vermillion (Regis-
tration) ; Otto Haier (Industrial) ; Ada Bel
Ikckwith (Art and Experimental Films) ;
Thomas Barensfeld (Inlormational Films) ;
Mrs. Ruth Matson (Mental Hvgiene Films) ;
Rev. Samuel Smith (Religious Films) ; and
Mrs. Karin Swift (Travel Films) .
Cleveland's Festival has set a real example. •
Title
Data
Sponsor or Group Submitting
FREE ENTERPRISE
Co-Chairman: C. J. Dover
(Attendance: 56)
Bird's Eve View of Economics, A
Enterprise
)oE Turner, American
Land of the Free
Make Mine Freedom*
Mmnsi'ring
Oi Fhis We Are Proud
Ifimm, 20 min. so
Ifimin, 31 min, so, co
16mm, 30 min, so,
16 min, sound slide
I6mni, 10 min, so, co
10 min, sound slide
16mm, 35 min, so, co
General Motors Corp.
Cluett, Peabody and Company, Inc
National Assoc, of Manufacturers
lioss Roy, Inc.
Harding College
Flore/, Inc.
Nash-Kelvinator Corp.
TRAINING
Co-Chairman: J. Henry .Miller
(.\ttendance: 49)
Dusting*
Human Relations in Sufervi
Men and Oil
Partnership of Faith
Spray Tips
Truth About Angela [ones.
Vol 're Driving 90 Horses
The
Kimm, 19 min, so
20 min. soiuicl slide
Kimm, 45 min, so, co
16mm, 20 min, ,so, co
16mm, 10 min, so, co
16mm, 23 min, so, co
Uinun, 26 min, so, co
Ohio Bell Telephone Co.
McGraw-Hill Book Co.
Standard Oil Company (Ohio)
Studebaker Corp.
E. I. DuPont de Nemours and Co.
Ohio Bell 'Felcphone Co.
Ohio Bell Telephone Co.
TRAVEL
Chairman: Mrs. Karin Swift
(.Vttendancc: 24)
Flight to Romance
Highways to H.\waii*
People in Norway
Picturesque Sweden
Sweet Thames Runs Softly
Yellowstone
You'll Take the High Road
* Denotes "Oscar " Winner in Division
16mm, 27 min, so, co
16mm, 25 min, so, co
16mm. 14 min, so, co
Ifimm, 18 min, so, co
16mm, 40 min, so, co
Kimm, 26 min, so, co
KJnmi, 14 min, so, co
Trans World Airline
United Airlines
.Academy Films
Films of the Nations, Inc.
Assoc. British &: Irish Railways, Inc.
Ford Motor Company
National Film Board of Canada
Annual Awards Dinner loas held in the
Library Cafeteria witli 12^ guests present.
Registration .Activity as Cleveland's Third
Annual Film Festival gels under zuay again.
Community Leaders Register (center below)
in plumed bonnet is Miss Virginia Beard.
28
BUSINESS SCREEN MAGAZINE
Title
Data
Sponsor
SALES PROMOTION and PUBLIC RELATIONS (Attendance: 42)
Co-C^hairman: Leo Rosencraiis
Uk. Iim
CAst OK Tommy Ticker. Tut:
LiFt SlRtAM
Magic Key. The*
School That I.farmd to Eat, Tin
Throi r.H Till \\i\Rt>w
lliinm. lOiuiii. so, CO I iiiikcn Roller Hearing Co.
Itiiiini. ;U) niin. so Chi\sler Corp.
liiiiini. 15 iiiin, so, co Staiulaicl Oil Co. of Californi
liimni. 22 niin, so, co Cle\elancl .Ulvertising Club
Itimm. 2") niin. so, co General Mills
Itiinin. 1(1 mill, so E. R. Si|iiil)l) X; Sons, Int.
Ark Vol S.\fe .\t Home
Five Rolch Riders
Here's How
L.\ST Date*
Safe .\-. Vol Think
Safe Clothi.ng
Stop Fire.s — S.we Jobs
\Vhat's Volr S.\fety 1Q"-
Hlm.\n Beginnings
Ir Takes .All Kinds
Oyer-Dependency
Pref.\ce to a Life*
Why Wo.n't Tom.my E.^t?
AiVe (.Mankind)
Challenge: Science .\gainst
Cancer
Family Circles*
Plant Oddities
That All May Le.\rn
W'averley Steps
Voi r> Is The L.and
SAFETY AND FIRE FIGHTING
Co-Chairman: C. J. Crisick
lljinm, 15 mill, so
(Attendance: 29)
14 mill, sound slide
17 mill, sound slide
16inm, 19 niin, so
Itimm, 22 min. so
Itimm, 7 niin, so
llimm. 19 niin. so
Itimm. Hi min. so
Dominion Fire Prevention .Assoc, ol
Can.
Zurich .American Insurance Co.
Zurich .American Insurance Co.
Lumbermen's Mutual Casualty Co.
General Motors Corp.
Dept. of Labor. Canada
.Audio Productions
National Saletv Council
MENTAL HYGIENE
ChaiiTnan: Mrs. Ruth .Matsoii
(.Attendance: 43)
16mni,
22
min.
so
16mm,
20
mm,
so
Itimm.
32
mm.
so
I6nim,
28
nun.
so
I6mm. 19 min. s<i, co
University of Oregon
.McGraw-Hill Book Co.
National Film Board of Canada
National Institute of Mental
Health
National Film Board of Canada
INFORM.ATION.AL
Chairman: Thomas Barensfeld
(.Attendance: 56)
16mui, 31 niin, so, co Ian Hugo
16mm, 33 min, so National Cancer Institute
16mm. 31 niin, so
16niin, 10 niin, so, co
16niiii, 19 min, so
I6nini, 32 min, so
National Film Board of Canada
John Ott Pictures. Inc.
L'N. Films and \isual Information
Div.
British Information Ser\ ices
16inni, 20 min, so, co Conservation Foundation
RELIGION
Chairman: Samuel W. Smith
(.Attendance: 29)
Act Volr .Ace
.Are Vol Ready for .Marriace?
God's Wonders in a Woodland
Stream
Like a Mighty .Army
One God
.Ninety .\nd Nine
Solth of the Clolds*
16mm. 10 min. so
16nim. 13 min, so
16nini, 10 min, so, co
16mm, 50 min, so
16niin, 30 mm, so
16mni, 10 niin, so, co
16nini. 36 min, so
Coronet Instructional Films
Coronet Instructional Films
Church Craft Pictures, Inc.
Cathedral Films
Farkas Films. Inc.
Edwin Schnatz
Protestant Film Commission
ART AND EXPERIMENTAL
Chairman: .Ada Bel Beckwith
(.Attendance: 36)
Be Gone Dlll Care
Ch.\ntons Noel
Fi\ E .Abstract Film Exercises
Fr.\nklin W.atkins
Painting \Vith Sand
Primitive .Artists of Haiti
Rl BENS*
The Rose and the Mignonette
What K .\Ioder.n .Art
16mm. 8 min, so, co
I6miii, 8 min, so, co
I6miii, 20 mill, so, co
16mni, 30 min, so, co
I6mni, 10 min, so, co
16mni, 10 min, so, co
16mni, 45 min, so
16nim, 8 min, so
16nim, 24 niin, so. co
.Naiional Film Board of Canada
National Film Board of Canada
John and James Whitney
.A. F. Films, Inc.
Encvclopaedia Britannica Films
Eenoit-cle Toniiancour
Brandon Films, Inc.
.A. F. Films. Inc.
Riethof Productions. Inc.
•Denotes "Oscar" Winner in Its Division
f
Purchasing Agents Advocate Films
as Important .Aids to Members
NUMBER 5 • VOLUME II • 1950
Preview "Partners in Purchasing"
* For several vears, the Coniniittce on Educa-
tion of the National .Association of Purchasing
.Agents has been reviewing films with the pur-
pose of recommending them to its 86 local
associations who make extensive use of these
films.
In conjunction with the recommendations,
N.AP.A prepares rather elaborate program
guides and brochures to be gi\en at the time
of showing to as many of the group's 12,600
members as see the film.
Several dozen pictures haxe been selected
thus far, primarih films illustrating the basic
qualities of a tvpe of product or material. For
instance, Hammenniirs The Gift of Ts'ai Lttii
— Paper is used as a basic film on paper
making and .Alcoa's This Is Aluminum on
aluminum.
SocoNY Film Sets New Standard
However, N.AP.A has long felt that insuffi-
cient films have been produced to illustrate
the principles of business in action. .Accord-
ingly, when the Socony \'acuuni Oil Company
suggested producing a film on sound purchas-
ing methods as applied to petroleum products,
N.AP.A officials were glad to cooperate. The
result. Partners in Purchasing, though spon-
sored b\ Socony. was prepared together with
the N.AP.A committee. Howard T. Lewis and
J. Sterling Livingston of the Graduate School
of Business, Harvard University, and the pro-
ducer. Films for Industry, Inc.
Partners in Purchasing illustrates the prin-
ciple of buving on ciualitv of performance and
service rather than pureU on price and specifi-
cation. This principle is the basis of a drama-
tic story, in color, telling the production proI>
lem in a manufacturing plant and how it was
solved bv a management team of top execu-
tives, maintenance manager and purchasing
agent.
Weil Received at .N.AP.A Convention
.Although Socony X'acuuiii is credited with
the film in the title, the story contains no sell-
ing message for the company's products. With
material from field research at Harvard Grad-
uate School, the film was written largely "out
of the mouths " of purchasing agents. It is
designed not as a didactic treatise on business
principles, but to provoke discussion and has
succeeded in this project, according to N.AP.A
reports.
The film was first shown at N.AP.A's general
convention in Cleveland last month and was
an outstanding hit. According to G. W. .Aljian,
NAP.A president, the film was successful fje-
cause: (1) Excellence of photography and
script; (2) Minimum of commercialism; and
(3) It pointed out the desired procurement
objectives and approaches. "To ray knowl-
edge, no other film excels in this direction,
and we are \erv proud to have participated in
its introduction to the purchasing field.'" •
29
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30
BUSINESS SCREEN MAGAZINE
Film Shipment
Cost Rechetked
(Explanation of Rate Table Opposite)
RISINX; COSTS ol iiioliim |)i([LiH' print
shipnifuts via parcel post and Rail-
\va\ lixpress arc retlcclcd in the rati
t.ihlf opposite. A typical 5-poiuitl packas^c.
coinprising a two-reel program in a standard
shipping case, is figured in terms of cost and
time (actors between eight representative U.S.
cities from coast to coast — from New York to
Los .Angeles and from .\tlanta to Seattle.
rhe cointidence of swiftly rising film de-
mand among ncarlv 200,000 self-ei^uipped
audiences ihnnighoiu tiie U.S. makes this table
especialh important to the producer or spon-
sor seeking the most lor his film money. It is
ecjually important to all audiences because
speech film nio\ement means more bookings
possible per pii)il: decentralizution of film
shipping also means lower costs to the audience
where trans))ortation charges are made — as in
the case of most sponsored pictures.
Rfal Effic:if,ncv Essej\ti..\l to Progress
This rate table has been corrected since its
first publication two years ago; parcel post and
Railway Express rate increases are reflected.
.\ir Express rates remain unchanged. Both
Express charges include tax. Parcel post special
delivery is the postoffice ecjuivalent of first
class mail but does not include the important
element of door-to-door pickup and deli\ery
which is an important factor in Rail Express.
It is clear that old-fashioned centralized
"headquarters office" handling of films in-
tended for regional or national showing has
been completely outdated unless the sponsor
is disinterested in maximum audiences at the
lowest cost of persons reached or in satisf\ing
all possible audience demand for a truly usefid
picture. Demand is high for that kind of
picture in any field; it will not do to turn
do^vn 50 or tiO per cent of those who request
a film or to promise long-delayed shipment.
1 IMS Ratf Schedule Merits Careful Stlidv
\aluable color prints of a useful film should
move to at least three different audiences
every month or approximately 36 bookings a
year. This standard is being met and exceeded
by decentralized film library services. Turn-
downs, delayed fulfillment of promised book-
ings, too few audiences per print with cor-
responding higher distribiaion costs against
the ])rint in\estment, and penalizecf audiences
are typical trouble spots which can be a\oi(led
by careful study ot this rate schedule.
.\s additional thousands of new IGmm sound
projectors mo\e into the urban and rural fields
each year the potential audience for new films
becomes an important asset. These figmes
provide important clues in meeting this
demand and lor continued progress. •
I. Hie the semrhing beams of riidar
.industnnl iidvertising reaches prospeils.
Penetrating Study of Industrial Advertising
PUTNAM PUBLISHING C;OMPANY SPONSORS FILM OF GENERAL VALUE
Film: Tlie Radar of Selling
Sponsor: Piitman Publishing Co., in conjunc-
tion with the Industrial .\d\ertising .Associ-
ation.
Producer: Raphael G. \\'olff Studios
•*• Radar of Selling is the story of industrial
achertising, what it does, and its value not
only to the advertiser but to industry as a
whole. The film had its premiere sliowing at
the National Convention of the Association of
Industrial Advertisers in Los Angeles the end
of June.
Points on the values of industrial advertising
are all well presented and should be studied
by every manufactiuer of products for indus-
trv. Publications in the industrial field are
essentially means of spreading the news aboiu
new developments in the industry. They are
the only source of information about new
products, new ways of doing things, new ma-
chines and supplies that will do the industrial
job faster, better, or less expensively. It's a
hut that the advertising pages in most indus-
trial publications are read as thoroughly as
the editorial pages.
Se.\rches Out the Rem. Prospects
The theme of the film is that industrial ad-
vertising acts like radar in reaching out and
locating customers for a product or service
that the manufacturer's salesmen could ne\er
dig up themselves. .Advertising builds accept-
ance tor the product and the ad\ertising com-
pany so that when calls are made the salesmen
are recei\ed with some advance knowledge of
the product they have to sell. The film poitus
out that 9 out of 10 sales in the industrial field
come from a need within the buying organiza-
tion. Sometimes these needs are felt by fore-
men and others who have no direct contact
with salesmen. The only way in which these
buying inlluences can be reached is through
the industrial press. Most industrial publica-
tions are circulated and read bv many depart-
ments within an orifani/atiou who never see a
representati\e of a manufacturer. When news
or information of a new product or develop-
ment comes to these people, they pass along
their recpiest for more information to the Pur-
chasing Department of the conq:)any, who in
turn gets further information and the sales
story from the salesmen.
The picture goes on to illustrate se\eral out-
standing examples of industrial advertising,
emphasizing the kind of problems that can be
solved by it.
Widely Recommended for Industry Use
In addition to publication advertising, the
use of book matches, blotters, etc., is shown.
The 20-minute-color-filni is being distrib-
uted by the Putnian Publishing Co., Chicago,
and by the National Industrial Advertisers
.Association. We would recommend that not
only every firm using industrial ad\ertising
see this film, but also every publisher, every
film producer, and every salesman of indus-
trial advertising media. It not onlv states, but
shotes the value of industrial achertising. •
Bu'^ INC INFI-UKNCES begin inside tlie plant
where salesmen seldom, if ever, reach the
actual prospect. Scene in "The Radar of
Selling" produced by Raphael G. ]yolff.
NUMBER 5 • VOLUME II
1950
31
WR-^iw^m- y
Pun: Oil ditilm iillriid oiic uj llic 2''l> I'lnehiln' nilfi ini/fdiig!,
Product Know-How Builds Pure Oil Sales
"TOMORROW BEGINS TODAY" KEYNOTES LATEST VISUAL PROGRAM
ON Makch I."). 1950, the Pure Oil Cum-
|)aiiy launched one of the largest sales
and advertising campaigns in company
hisiory to introduce Purclube, a brand new
motor oil. The announcement was broadcast
over 32 NBC stations, primed in 213 newspa-
pers and posted on 1,500 highway boards.
Standing ready to service motorists and an-
swer cjuestions concerning this new product as
advertising built acceptance and demand were
10.000 dealers and station personnel in 2-1
stales. The task of preparing and training
this vast network of retail salesmen equaled
the advertising campaign in its giant propor-
tions. For this job the company set up an
audio-visual program based on its long and
\aluable experienie with ihe nutliiim.
PROVlDliS CoMPl.KTI': IlXIHNIO.^I. DeTAIIs
To explain the new product to the men
who would be on the firing line selling to the
public a 30-iriiinite color and sound motion
picture was created. This comprehensive,
technically informative picture, Toinnrroiu
Begins Today, |)roduced by Caravel Films,
Inc., took the visiting station men through the
Texas oil fields, the Smiths BliiH relnicry at
Nederland, Texas, and the new Pure Oil Re-
search and Development laboratories at Crys-
tal Lake, Illinois.
The retail organization was clearly and ef-
fectively shown how the new oil developed,
what its pro])erties were, and why it would suc-
cessfully combat the forces w'hich work to
break down oil in modern engines.
Built aroiuid the film was a two-day sales
promotion meeting. .After the product had
been thoroughly explained, marketing antl
promotion suggestions and routines were pre-
sented to the dealers through two slideldms.
two-skits, Visual-Cast slide showings and an
oral quiz session. .-\n oilcan-shaped 4-page pro-
gram served as a guide to the meeting and as
a pictorial reminder ol the company aids avail-
able to help the dealer promote Purelube and
related products. Giaiu repliias of the Piue-
Itibe can were built as pulpils In use dining
skit presentations.
Thf.v Know Its Bist Si ii.ing Points
When a dealer had been through ihc meet-
ing he knew the Purelube story inside and out.
He had confidence in the product inside the
can: he knew the copy on the back and why it
was there. Most imporlaiil, thousands of retail
dealers carried Irom the meetings vivid mental
pictures of how to .sell this new product cor-
rectly, a guide to impro\ing their ser\ice and
profits.
The program was first presented late in 1949
to management meetings in Daytona Beach,
Cincinnati, and Chicago. Here managers, sales
managers, operations men and trainers had an
This Well-Orderkd Mazk is a nicui uf
Pun's ui'w luhiiiuiil icfiiiiiy in Texas.
opporlunity to preview the package meeting.
Next step was the presentation at 39 ".All
Market Sales Conferences" at which sales rep-
resentatives, jobbers and distributors were in-
\ited to witness the Purelube promotion unit.
Sales representatives then \isiled each of their
ilealers and discussed the coming event in that
leiiilory. Imitations and pre-meeting hand-
out material were delivered in person. These
calls stimulated interest and jJieparcd the re-
tailers lor what was coming in the meeting.
Belore mid-March, 260 Purelube meetings
were held in the marketing area. Following
these meetings sales representatives again
visited each dealer with more handout mate-
rial. .At the meetings, handout material was
held to a niininium and this more effective
personal call— explanation method was used.
These follow-up calls also served the important
Sampling CRiiut Oil in anotlier typuiil
scene from "Tomorrow Begins Today."
purpose ol bringing ihe progr.im to the
dealers who were unable to attend the meet-
ing. Dealers were not merely left with in-
spired thoughts about the campaign, but were
counseled and encouraged to act while the
company reprcseiitaii\e was there to arrange
for iheir promotional material.
Training's Vi.sualized at Pure Oil
■k rile Pure Oil lilin success story does not
end here, nor docs it actually begin here.
Films work the year around for Pure Oil in 17
training centers throughout the company's
marketing area. For over ten years \V. P. Mar-
cjuam. Sales Promotion and Training Man-
ager, and his staff have been building and im-
proving a retail selling and training program.
Ten years ago dealer meetings consisted of one
night stands twice a year at change-oxer time.
One year, for instance, trainers went from
town to town holding meetings in hotel rooms
to promote "Bumper to Bumper" service with
a sound slidefilm, /( Pays. From this begin-
ning the Pure Oil training program has grown
into a network of 17 modern training stations
hokling ref^ihirly .scheduled meetings for ileal-
ers and their employees.
Each Iraining Center Well-Equipped
Each training center has a booth equipped
with a sound projector and a .Soundview auto-
iiuitii slideldm projector with portable pulpit,
or an lllusiravox, plus a Visual-Cast projector
(<: (> N T I N I' E D ON PAG E I 11 I R I X • F () L r)
32
BUSINESS SCREEN MAGAZINE
slide film recording . . . has gone modern, too!
Columbia
slide ©D film
transcriptions
give you up-to-the-minute extras at no extra cost!
The last word in modern facilities — the latest, finest
equipment and methods — the highest quality vinylite
material — plus the newest tape recording apparatus that
permits far more flexibility and editing! These important
extras at no extra cost make Columbia transcriptions
the ultimate in the slide film industry today!
For all these bonus advantages — over and above dependable,
prompt service — why not follow the profitable example of
Ford Motor Company, General Foods Corporation, General
Electric Supply Corporation, Sears Roebuck and Company,
Tide Water Oil Company, Continental Baking Company,
and a host of gratified Columbia clients.
Ask for All The Convincing
Details. Phone, Wire, Write
Columbia
transcriptions
A Division of Columbia Records, Inc. ®i'
New York: 799 Seventh Avenue, Circle 5-7300
Chicago: Wrigley Building, 410 Michigan
Avenue, WHitehall 4-6000
"O/uif.^/.!." '•MnttTTtfyrk,,^ ©f and -^ Tradf Marks R^e. V. 5. Fat. nfr \u,
NUMBER 5 • VOLUME II
1950
33
£
HERE'S THE REALLY
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More Economical, Too!
^I22S VERSATILE SLIDE VIEWER
for 35mm to 2^4" slides
Versotile, aulomoticolly centers all slides from
35mm. to 2V4" x 2V4" (including Bantam).
Shows brilliontly illuminated, enlarged views
through a fine oplicolly ground and polished lens.
Complete' wlfh bulb, on-oft switch ond 6 fool
cord. All-steel conslruclion, hondiomely finished
in attractive grey wrinkle enamel.
#1225 Viewer $5.95
Use Brumberger Stide Files for safe ond syste-
motic storoge of voluoble slides. Mount them in
Brumberger All-Sleet Slide Binders (with Glass).
Sample binders on requesf
Writ* lo, nil CAMIOC
24 Thirty-Fourth St., Bitlyn. 32, N. Y.
BUSINESS SCREEN A-V PUBLICATIONS
BUILD MARKETS FOR EQUIPMENT
For 16mm, Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
Pure's Visual Selling:
(c;ONTINlIED FROM P A O F. T H IRT Y - T W () )
and a roiiipk'tc sound system with tabic, stand-
ing and lapel niiciophoncs. Besides the audio-
xisual eciiiipmcnt, each station is fitted with
an auto lift, complete oil change and grease
lubricating systems, and \arious display racks
lor demonstrating merchandising techniipies
[or accessories.
Developing and buikling a program to estab-
lish a uniform high quality service throughout
the market area was no easy task. Pure Oil
company's market area runs from north cen-
tral North Dakota, to Miami. Florida, cover-
ing states east of the Mississippi, except New
England. Four sales promotion and training
field men supervise the work of 25 field train-
ers \vho manage programs in and around the
17 training stations in the area. Field manager
headquarters are in Minneapolis, Columbus,
.-Atlanta, and Birmingham.
Deai.kr Enthusiasm Indicates Value
Over 1, 5,000 dealers and employees have
gone through the present program. Many of
those who have had the training return for
periodic brush-up information as the program
is constantly changing to keep up with im-
provements in the industry.
Dealers freely tell the company how vital
the ])rogram is to them. One Texas dealer
who came over 400 miles to attend the Basic
Training program in Hattiesburg, Miss., made
airangements while there to send his entire
staff through the program at his expense.
On January I, 1951, a newly revised pro-
gram will be put into service in training cen-
ters located at Clarksburg, W. Va.; Columbus,
Indianapolis, Minneapolis, Duluth, Madison,
Wis.; Northfield, 111.: Richmond, Charlotte,
N. C; Hattiesburg, Miss.; Birmingham, Mem-
phis, .^tlairta, and in Florida at Jacksonville,
Miami and Pensacola. Trainers who man
these centers are chosen because of their ex
perience in oil products retailing and educa
lion. Periodic institutes are held for trainers.
Before each revision of the training program
or special promotion campaign, such as the
Purelube introduction, trainers are gathered
for a 2 to 3 week training session.
Rf:tail Training Program Covers Field
This new program, to be known as the Re-
tail Training Program, will combine the now
existiirg programs Basic Training, P.S. (Pure
Sure) Training and Tire and Battery Selling.
SoiTie of the training is for all station person-
nel, some for dealers. Meetings on retail sell-
ing, P.S. (service) training and tire and bat-
tery selling coiriprise the general program. The
second group of meetings is more specialized
and is limited to round table discussions on
personnel problems and station administra-
tion.
Core idea for the retail selling ]3rogram is
a triangle formula for successful retailing. .\s
the third slidefilm in this scries points out, the
dealer must: 1. bring the customers in, 2.
bring the customers back and 3. keep ade-
c|uate records. Before getting to the more
specific retail pioblcms the trainees will be
shown a soundlUm, l.ii\l Ten Feci, produced
by the Oil Industry Information Connnittee,
and a similar filin, Yom Personal Pipeline,
made lor Pure Oil by Bowman Films. These
filnrs will show the dealers where they fit into
the oil industry marketing pattern.
Next in this series, a slidefilm, also a Bow-
man Films production, is a two-part presenta-
tion. The Elernnl Triangle. Part I presents ■
the formida in general terms and part II spe-
cifically applies it to Pure's retail opciatioir.
Island service, the next topic to be discussed,
will be handled by a Sarra, Inc. slidefilm,
Treasure Island.
Quiz Technique for New Slidefilms
.An interesting interruption technique will
be used in presenting the final two sound slide-
films in this series. Treasure Island is to be used
to instruct dealers in station island service by
showing major problems involved. .After these
are presented, the showing is stopped while a
group discussion is held. The remainder of
the slidefilm then shows the recommended l|
solutions. The final slidefilm, Other Fellows .
Shoes, also a Marshall Templeton production, .
treats operating problems. When this film is ■
interrupted three possible solutions for each i
problem are sliown on the screen in a half-
lighted room. Each of the three solutions will
be discussed in turn before the recommended
answer is presented. The films will be used to
(continued on. pace forty
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1634 South Boston
FOR PROJECTORS
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low line voliage —
-^ increases
illumination
if increases clarity
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Can raise 85 volts to 120
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THedca, *)*te:
• Tulsa, Oklahoma
34
BUSINESS SCREEN MAGAZINE
Schlieren Light Source Available
As Aid to Air Flow Photography
# I lU Si 111 II KIN l.K.Ill Sol K( 1 .
ilisiijiiiil l<> latililalf <>l)Hrv;nii>ii
.mil phiiiosiaphy ol air ll<)«
|)liiiii>iiiriia. has l)ecii aiinouiKcd
l)\ (leiKial Eleclric's Spkciai.
Prouicis Division. A self-con-
tained uiiii, ihc instiunieiit houses
powiT supph, control circuits,
lamps ami optical svsiein aiul fur-
nishes both continuous and high
intensity flash illuniinatioii.
Operating on the principle thai
a change in air pressure or tem-
perature produces a change in the
air's light bending properties, the
Schliereii system was de\ eloped by
the coinpanv"s General Engineer-
ing and Consulting Laboratory.
The ultimate purpose of the
cqui|)nient is to reveal graphically
the air (low patterns around high-
speed missiles and models of su-
personic aircraft in wind-tunnels.
To aircraft designers, one such
picture is more valuable than
data taken from 100 hours of air-
How calculations, according to
G-E engineers. Use of the photo-
graphic technique shortened im-
measurably tlie time required to
work out new airplane designs
during World \\"ar II, they said.
Other techniques for accom-
plishing the same goals are the
"shadowgraphing" and the
"Schlieren technique. " The first
consists of throwing a shadow of
air on a photographic film tor a
brief instant. The flash of light
used is quick enough to "freeze "
movement in the air. .\ieas of
high and low air density bend light
waxes in different ways, so iliat
light waves passing through them
contrast as light and dark areas on
the film. Sound wa\ es, being nar-
row areas of high compression,
shoxi- up as thread-like lines.
.\ more complicated method
which reveals finer giaduations in
air density is the "Schlieren tech-
nique." Light, having passed
through the air being photo-
graphed, is focused ' to a point,
after which it spreads out again,
striking a photographic film. .\
knife-edge is inserted at the focal
point, just far enough to keep the
light from passing to the film, and
[ if the air being studied is dis-
turbed, areas of high or low den-
sity will form, bending the light so
that it passes over the knife edge
to register on the fihii. Hence,
light passing through undisturbed
air is stopped by the knife-edge,
while disturbed air shows up on
the film.
The electronic power supplv
operates from a single phase 1 15\',
60 cvcle a-c source. •
A Truly LIGHTWEIGHT
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the new low cost "Stylist" is ready to thread.
Centralized control panel makes operation
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Many Other Advantages
Ampro quality features include: Designed for
both efficient sound and silent speeds . . .
standard time-tested Ampro sound head, fast
automatic re-wind, triple claw film move-
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coated super 2-inch F 1.6 lens, 1000 watt
lamp . . . and many other Ampro "extras"
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A. General p'ec/iion fgu/pmenf
Corporation Svbtidiary
Send Coupon for Circulars
giving full details and Specifications on (he bydgel-priced "Slylist", and
Ihe famous Ampro Model "690" Powe* Speoker, Send for free copy ol
oudio-viswal booklet. "A New Tool for Teoching" ond "The Amazing
Story of 16mm. Sound."
AMPRO CORPORATION
2835 N. Western Ave., Chicago 18, Illinois
Gentlemen: Please rush:
( ) Complete circular on Ampfo "StylisI"
( ) Complete circulor on Ampro "690" Power Speaker
( ) Free copy of "A New Tool for Teaching" and "The Amazing
Story of 16mm. Sound."
Name
Address
Oly Zone State..
A CO.MPLETE SERVICE ORGANIZATION FOR THE AL DIO-VISU.\L INDUSTRY
♦ In addition to the two leading national maga- Handbooks, and maintains an exclusive direct-
zines in the audio-visual field. Blsiness Screen mail division. Write for complete free publica-
now publishes an expanding Film Guide Library, tions list: 150 East Superior Street. Chicago 11.
I NUMBER 5 • VOLUME
9 5 0
35
Sum in ni'W \tiiitsttllln film
Monsanto Employes See Their Part
in Company's Public Relations
♦ Till- Yuii in Public Rrliilioiis.
desiii;iicil to iiitloctriiuite employes
in the principles of public rela-
tions, is a new motion slidefilm
produced by the Monsanto Chem-
ical Company of St. Louis.
Using a miniininri amount ol
animation and camera motion,
the ten-minute Kodachrome sub-
ject consists of seventy cartoons
which "demonstrate the role all
eiTiployes can play in helping
make their company better liked
.mil understood."
In a one-minute prelude se-
quence, employing sync sound,
William Rand, president of Mon-
santo, establishes the keynote of
the film and explains that "public
relaticjns is exerybody's job." Em-
phasis is placed on the efforts
employes can make toward earn-
ing public approval and friend-
ship.
The You hi Public Relations is
to be shown at all Monsanto
plants and will be added to the
company's regular indoctrination
program for new employes.
# * *
Worcester's New Pronnotional Film
Shows City's IncJustrial Background
♦ Unusual ccjoperation between a
radio station and a newspaper is
demonstrated in the 23-niinute
market promotion film — VVorc£:s-
TF.R— IndISTRIAL CAPITAL OF NEW
England.
Introduced by Jeffrey Lynn, na-
tive \\'orcesterian, the sound-color
motion pictiue is the keystone in
a carefully planned national sell-
ing program designed to present
the facts about New England's
third largest market. The presen-
tation was prepared jointly by the
co-owned W'oRciisriR Tilegram-
Gazf.tte and radio stations wtag
and WTAG-FM.
In telling the storv, full use is
made of industrial and residential
shots in and around the market
area, as well as animated charts,
graphs and diagrams which serve
to unfold the Worcester stor\
quickly and compactly.
Industry, the buying market,
average wage earnings and general
36
^acitysg "i^im/m
NEWS AND COMMENT ABOUT BUSINESS FILMS
ccononiic conditions are discussed
with an outline of the market's
agricultural proiriinence complet-
ing the picture of a well-rounded
area.
Processed on C^ommcrcial Koda-
chrome, the film took about one
year to complete in order to get
shots of the city and its buildings
in all seasons of the vear.
Bell Telephone Offers Complete
Package of Educational Aids
♦ A new and atliaclixe t\pe of
teaching package has been recent-
ly developed by the Bell Tele-
phone Company. The program in-
cludes a 16mm sound film, Ad-
rciilure in Telczonia. a filmMri|)
on How We Use the Telephone, a
teacher's guide, a chilchen's book-
let and tw(j telephones and local
directories for classroom practice.
.Stressing the importance of cor-
rect telephone usage, the fanciful
film shows a lO-year-old boy in the
strange land of Tele/'onia whcie
everv object resembles a telephone
part. Here marionettes teach him
how to correctly use the telejihone
for better service.
"Preparation of this package."
notes L. A. Born of the .American
Telephone and Telegraph Com-
pany, "is the outcome of many re-
quests from school people for in-
Skilled Creative and Producing Staff
Complete Facilities and Modern Equipment
^^
Experience
ATLAS — a producer of motion pictures, $lidcfilms and TV commercials —
has served all types of industry for more than 35 years. Our many repeot
orders reflect client satisfaction with the quality of our productions. They
also prove that films help sell products and occomplish client objectives.
Write or call us today about your specific objectives.
ATLAS FILM CORPORATION
Motion Pictures
SlicJefllms
TV Commercials
1111 South Boulevard Oak Park, Illinois
Chicago: AUstin 7-8620
RCA SOUND RECORDING SYSTEM
siruiiicjMal material on the use of
[he telephone. The need was con-
Innied through research conducted
at the request of the Bell System
by a leading authority in the field
of audio-visual education."
The package, which is available
to schools on a free loan basis
from local Bell telephone com-
panies, is an example of the effec-
tiveness of a carefully planned
visual-aid ])rogram in the field of
teaching.
.Suggestions for the conduct of
its wcjrk or constructive criticism
about the present organization
would be welcomed by the Insti-
tute. The final theatrical report
of the entire .Survey w'ill be pub-
lished late in 1950 or early in 1951
Ml that the results may be avail-
able to everyone.
* * #
Public Educated on Extensive Uses
of Oxy-Acetylene in New Picture
♦ Arriving at a time when the
present high level of industrial
acti\ity graphically illustrates the
importance of oxy-acetylene proc-
esses in the construction field.
The Oxv-.\cetvlene Flame —
Master of Metals shows the com-
plete oxy-acetylene process on
film.
Usually associated with the
Fourth of July because of the
showers of sparks that cascade
down as oxy-acetylene torches cut
through steel beams, the IGiiim
sound film points out that oxy-
acetylene produces the hottest
flame on earth.
Animated diagrams in the film
show how the flame is made and
the carefully calculated combina-
tion of gases — acetvlene and oxy-
gen — is described. Varied uses of
the flame — for cutting and weld-
ing — are also shown.
.\n example of efficient and eco-
nomical production, this Trans-
film Inc., picture was completed
in the record time of ten weeks
Irom first shot to finished print.
Of sound educational \alue, it
will be made available free of
charge to the_ public through the
members of the .Acetylene .Asso-
ciatioiL
Re(|uests to borrow the film
shoidd be made to the Siqiervising
Engineer, Graphic Services Sec-
tion, Bmeau of Mines Experiment
Station, 4800 Forbes Street, Pitts-
burgh 13, Pennsyhania.
i
BUSINESS SCREEN MAGAZINE
1
New Color Film on Seminoles Inaugurafes Series of
American Indian Pictures Sponsored by P. Loriliard Company
■k riu- 1'. 1.1)1 illaril Coiiipany,
makers ol Olil (iolil (iuaieiifs. is
selling more iDhaeeo and winning
more liiencis to one of the oldest
names in tobacco with its unicjiie
series ol institutional motion pii
lines based on another "oklesi
name"— the American hulian.
The firm's film program, geared
In the constructive advertising and
public relations policv of the coni-
pam. is causing wide interest in
the inihistrv. In proportion to its
king-si/ed advertising budget, few
industries have spent so little for
motion pictmes as the tobacco
business. With one exception, to.
bacco firms have been unrepre-
sented by films for many years.
,\ Dramatic Fiim Document
.Accordingh. it was news in the
industry last fall when Loriliard
began a series of pictures on the
American Indian. Ihe introduc-
tor\ film, released early this vear,
W'as titled Seminoles of ihe Ever-
gludes. \ remarkably dramatic
dociniientary study, the picture
was photographed in full color in
the swampy vastness of Southern
Florida.
There was immediate approba-
tion of the film. The National
Board of Review called it an oiu-
standing famih film. Three large
chinch groups heartily endorsed
it. Trade journals praised it. To-
dav, demands h)r prints of the film
still exceed the supply.
Program Follows Pattern
Lorillard's implementation of
motion pictures to its regular pro-
gram follows a definite pattern.
Production expenses are low and
distribution costs almost negli-
gible. Promotion has been limited
to a single mailing, announcing
llie availability of Seminoles of
the Ei'einlndes on free loan. Sub-
Scene m "Seminoles of the Everglades"
si(]uent films in the series will deal
with the Pueblos and Hopis. The
films will show who today's In-
dians are, how they live, how they
ha\e adjusted to the white man's
( i\ ili/atioi>. The Indian theme,
ol (C)urse, ties in with Lorillard's
long histor\, dating back to the
time when the red man plaved a
major role in our country's af-
fairs, and with Lorillard's own
trade mark showing two Indians.
Pleasing 20-Minute Subject
The first film affords a pleasing
lit) minutes of entertainment. Ii
is photographed in color by Togc
Fujihara with great imagination
and written with considerable
skill. In all. it is a good job of
lilniing and a production of great
value to Loriliard.
It took a four-man crew to film
Seminoles. They comprised Pro-
ducer Alan Shilin, Camerman
Fujihara, Woodsman Bill Piper,
a bearded genius with wildlife
who handled the animals and rep-
tiles in MG.M's The Yearling, and
Mike, a 220-pound Seminole
guide. It took three months of
filming with swamps, snakes, al-
ligatois and insects to complete
the picture.
Widely .\ccepted by Groups
The record of its showings il-
lustrates the type of audience that
Loriliard has reached by this
method. The picture has gone on
view in churches and communii\
centers, hospitals and institutions.
Quite a number of service
tlubs, women's groups and rural
associations have shown it. The
picture also has gone to veteran's
hospitals, military camps, conven-
tions and even reformatories and
prisons.
All told, about four million per-
sons will see Seminoles of the
Everglades during the first year
of distribution and probably as
man\ more everv vear for \ears to
Continuing Program Is Aim
P. Loriliard has found that its
new institutional film program
meets. its need adequately thus far.
It does not seek to compete with
other companies in motion pic-
ture productions but prefers to
.dm for a long, continuing pro-
gram of undated subjects which it
leels will produce not only tpial-
ity but cjuantity audiences over .1
[jeriod of years at a most conserva-
tive cost.
COMPLETELY AUTOMATIC
AUTOMATIC PROJECTION
Colorful, ever-chonging displays of
your product continue endlessly for
days upon days when you merchandise
with Selectroslide. For this fully auto-
mot ic 2x2 slide projector uses 48
colorful scenes to tell your story for o
few cents o doy. Best of all, by an
exclusive process developed by the
makers of Selectroslide, each slide con
now be tilted, giving informotion about
style, model number, price and avail-
ability of your products, without inter-
fering with Ihe picture area.
FOR
Se/Zing-fraining —
convenfions — displays
— sales rooms — lobbies.
Now, heavy equipment con be shewn
actually on the job. Furniture can be
sold better from on actuol room setting,
glowingly depicted In nofural color.
Any product, no matter how smoll or
how large, can be merchandised better
when projected from economicol, easy
to produce color slides. Whether in a
display room, a convention gathering,
or a prospective customer's office,
Selectroslide can help do a better
selling job for any product. Write
now for further information.
SPinObER & SRUPPE
2201 BEVERLY BOULEVARD
LOS ANGELES 4, CALIFORNIA
f\
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
of
Specialized lens
mountings and
equipment for
1 Emm & 35mm
cameras ;
Animation Equipment ;
MOTORS for
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John Clemens — Erwin Harwood ■
NATIONAL CINE EQUIPMENT^
INC.
20 WEST 22nd ST., NEW YORK 10, N.Y. ~
L
RENTALS — SALES
— SERVICE
Eyemo, Mitcheti,
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
: "Baltar" lenses and
others for Motion
Picture Cameras
SALES • SERVICE • RENTALS
35 mm. • 16 mm. ,
CAllIERAS.MOVIOLAS«DOLLYS
Complete Line of Equipment for Production Available for Rental
Mitchell: Standard - Hi-Speed - NC - BNC - 16 mm.
Bell & Howell: Standard - Shif tover - Eyemos
Maurer: 16 mm. Cameras
Moviola: Editing Machines - Synchronizers
SPECIALISTS IN ALL TYPES OF CAMERA REPAIR WORK. LENSES MOUNTED
_ FRANK C. 7UCKER ^^
(7flnieRfl€ouipni€nT(o.
Ni«^ 1600 BBonomna \ nEm^jOBKCiTa ^~-'
NUMBER S
VOLUME II • 1950
37
'i
Hk.h R. Mac ki
SVE Names Officers for
New Executive Staff Posts
♦ The SociKTV for Visual Edu-
cation, Inc., has appointed Hugh
R. Mackenzie, lormerly control-
ler of Spiegel, Inc., executive vice-
president and treasurer (or the
society, according to \\'illiam H.
Garvev, Jr., SVE's president.
Other S\'E officers are James L.
Garari), chairman of the board;
G. B. Miller, secretary and assist-
ant treasurer; B. J. Kleerup, \ ice-
president in charge of engineer-
ing; |oHN C. Kennan, vice-presi-
dent and director of sales; and
\\'ALrER E. Johnson, vice-presi-
dent and educational director.
Managerial Changes Announced In
Ideal Pictures Corporation Staff
^ Three managerial changes, el-
fective immediately, have taken
place in Ideal Pictures Corpo-
ration staff. Charles Milliard
Lee has assumed management of
Ideal's New Orleans office, located
at 3218 Tulane .\ve. .A native of
North Carolina, Lee had been as-
sociated with the Memphis branch
tor three years.
Other changes are Hillis Bra-
den who will take charge of Ideal's
Kansas City operation and T. C.
Riddels, new manager of the Des
Moines office.
Film and Television Directors to
Hold Joint Forum in September
♦ Motion picture and television
craftsmen will join interests for
the first time in .September when
the Screen Directors Guild in the
East and the Radio and Tele-
vision Directors Guild stage a
joint forum in New York.
A joint statement issued b\
Lester O'Keefe, national president
of RTDG and Jack Glenn, presi-
dent of SDG, pointed out the
similarity of television and mo-
tion pictures and the need for a
closer unity among the craftsmen
in the two fields. Movie and T\'
directors plan this as an annual
affair expected to become the big-
BUSINESS SCREEN EXECUTIVE
Promotions and Staff Cha
gesi tcle\ision show in the nation
in which the public will see as
uell as discuss television and mo-
tion pi(iiui' production.
Detroit Film Council Chooses Mary
Daly as Secretary for Coming Year
♦ The Gre.ater Detroit Film
Council has chosen Miss Marv
Daly, of the Jam Handy Organi-
zation Sales Sample Department,
secretary for the coming year.
Experienced in the motion pic-
ture library, motion picture cast-
ing and administrative planning
departiuents. Miss Daly is now in
the Service Library Department
for which she selects and schedules
fdms for Jam Handy customer
showings, sujjplies information on
the films and keeps up to date on
new advances in the field.
Membership of the Detroit
Council includes representation
Irom business and civic groups.
nges in the A-V Industry
Howard F. Olds Joins
Loucks & Norling Studios, N.Y.
4 tli)U\Kii r. OiDs. formerly in
charge of motion jjicttue produc-
tion for Bait EN, Bar ion, Dur-
stine and O.SBORN, Inc., has joined
Loucks and Norling Studios,
Inc., as production supervisor.
Olds, who will supervise televi-
sion commercials as well as indus-
trial and educational film produc-
tion, had been with BBD&O for
the last two years and prior to
that, he had served for five years
with the Army Signal Corps Pho-
tographic Section.
Brookes to Jam Handy, Detroit
♦ John S. Brookes has been trans-
ferred from his Chicago post to
the Detroit planning headquarters
of the Jam Handy Organization.
He will assist in the development
Council includes business, civic,
and educational representatives.
Winner of CFAC Award:
Best 1950 TV Film Spot
We'd be pleased to screen
some of our latest produc-
tions for you. No obligation.
NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
Carl J. Mabrv
Motion Picture Ad Service Chief '
Observes 25th Anniversary in Firm
♦ Carl J. Mabry, president of the
Motion Picture Advertising Serv-
ice Company, Inc., 1032 Caron-
delet Street, New Orleans, Louisi-
ana, marks his 25th anniversary
with that firm this year.
Starting in the Accounting De-
partment of MP.\ in 1925, Mabry
rose steadily until in June, 1948
the board of directors advanced
him from the executive \'ice-presi-
dency to the presidency of the
corporation.
Motion Picture Advertising
produces and distributes Screen
Broadcasts, an accepted form of
ad\ertising for thousands of busi-
nesses from coast to coast.
Standard Projector and Equipment
Company is Formed in Chicago
♦ Formation of the Standard
Projector and Equipment Co.,
Inc., of Chicago, has been an-
nounced by P. J. Kilday, presi-
dent, and Jack C. Coffey, named
\ ice-president.
The new corporation, formerly
the Jack C. Coffey Co., will manu-
facture and distribute a new film-
strip projector, filmstrip library
plan cabinets and other visual ed-
ucation products.
Offices of the new organization,
which will maintain the same
sales and distribution policies as
before, will open on September I
at 205 W. Wacker Dri\e, Cihicago
6, 111.
Cornell to Larger N.Y. Quarters
♦ Cornell Film Company has
moved to new and larger offices
at 1501 Broadway, Room 1501,
New York, N. Y., as of July I.
Milton J. Salzburg, who formed
the company last February, is as-
sisted in executive capacity by
David B. Dash.
38
BUSINESS SCREEN MAGAZINE
■i
DoicLAs F. George
Jam Handy Organization ShiTts
Douglas George to Chicago Office
♦ Uoi GLAs F. GtoRGE. in charge
of The jANf Handy Organization
theatrical film distribution for the
Western half of the United States.
has been shifted from the Holh-
wood branch to the Chicago offices
at 230 X. Nfichigan.
A \cteran in motion picture ex-
hibition, distribution and public
relations, George uill join the
several visual aids experts who
have been added to Jam Handy 's
Chicago office for the extension of
improved customer services.
Formerly associated with War-
ner Brothers Pictures as advertis-
ing manager, George is one of the
organizers of the \a%al Reserve
L'nit of the .\rmed Forces Radio
Services in Holhvvood and recent-
ly received a special award from
the group in recognition of his
accomplishments as Public Infor-
mation Officer.
Bernard C. Demares to Sales Statf
ot Films For Industry, New York
♦ Former commercial photogra-
pher and T-\' motion picture
salesman. Bernard C. Demares
has been appointed to the sales
promotion staff of Films For In-
DisTRV in New York. He will rep-
resent the organization in the tele-
vision field.
Arthur Florman Is 1950 President
Ot Documentary TV Cameramen
♦ Nevvlv elected officers of the
Association of Documentary and
Television Film Cameramen are
.Arthur Florman, president: \ictor
Solow, first vice-president: Lerov
Sylverst, second vice-president:
John Fletcher, secretarv ; Mannv
.Alpert. treasurer. Members of the
Executive Board are John CanoU,
Richard Leacock, .Albert Mozell,
-Max Glenn. Jack Pill. William
Schwartz. Robert Hart and \ictor
Komow.
Robert H. Chase New Assistant
To Murphy-Lillis, Inc., President
♦ Rdiirki H. C:ii vsK. IdiMRrlv of
tile motion pictiue l)ureau ot the
public relations tlivision at the
Western Electric Company in
New York, has been named assist-
ant to the president and general
production manager at .\Ilrphv-
Lii.Lis, Lnc, producei-s of motion
picture and TV films.
Victor Animatograph Holds Sales
Meetings During NAVA Convention
♦ X'lClOR .\MMATOGRAPH CORPO-
RATION distributors were honored
at a business meeting and recep-
tion dinner during the N-W.\
Convention at the Bismarck Ho-
tel. Chicago, this month.
In keeping with its policy of
several years, Victor was among
the many exhibitors at the N.\\'.\
session showing its entire line of
Kimm sound motion picture pro-
jectors and accessorv equipment.
\'ictor representatives who at-
tended the convention and dis-
tributor meeting in addition to
L. \'. Burrows, v ice-president and
general sales manager, included
Gene E. Burks, acting general
manager and treasurer: Horace O.
Jones, vice-president in charge of
eastern sales; Eldon Imhoff, do-
mestic sales manager and .\. J.
(Mac) McClelland, .Midwest sales
manager.
Walter C. \'ance. manager of
the Chicago metropolitan area:
Wilbur .\. (Bill) Gillum, south-
western sales representative and
George F. Burmeister, advertising
department, were also present.
Crotut Will Head Fairbank's Branch
♦ JtRRV F.VIRBANKS ProDC {TTIONs
will open branch offices in San
Francisco, augmenting those al-
ready in New Y'ork and Chicago.
Ted Crofit, formerlv western
manager for a Printers' Ink pub-
lication and also in film sales for
Sarra in Chicago, will head the
nev\- branch.
SfxSynchronous
v^ Recording
WITH YOUR PRESENT TAPE RECORDER
Here's good news! The new Fair-
child Control Track Generator makes
possible picture synchronous sound-
track recording with any tape re-
corder with response good to 14KC.
Here's how! This new Fairchild
instrument superimposes a high fre-
quency signal on magnetic tape
simultaneously with the sound track.
This signal becomes the tape speed
control when played back on a
Fairchild Pic-Sync Tape Recorder.
No extra heads or modifications to
presently owned tape recorders are
required.
WRITE FOR FULL
ENGINEERING DATA TODAY
This compact unit comes in a small
carrying case — for on-location work
— and may be remoied for rack
mounting. fr 1 1?
1S4TH STREH AND 7TH AVENUE
WHITESTONE, U K N. Y.
THIS ISSUE OF BUSINESS SCREEN IS READ BY
OVER 8.000 USERS OF FILMS AND EQUIPMENT
II
1 r
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
. 115 V. UNIVERSAL MOTOR— AC-DC
. VARIABLE SPEED 8-E4 FRAMES
. SEPARATE BASE FOR CINE SPECIAL
. ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC varioble Speed 8-64
Frames.
115 Volt AC 60 Cycle. Synchronous
Motor, Single Phase.
220 Volt AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
Animation Moiori for Cine Sofcia!. ilaiirer
and Mitchell Cameras. Moton for Bolex and
Filmo Cameras. Time Lapte Equipment.
NATIONAL CINE EQUIPMENT,iNC.
20 West 22nd Street
New York 10, N. Y.
NUMBER 5
VOLUME II • 1950
39
TEMPERED I STEEL
REELS • CANS
AND FIBER SHIPPING
CASES
t' ^
Compco products ore specially
built to meet the exacting
repuiremenls of professional
n,ovie makers ... and priced
,o keep your budgets low.
THE IINE THAT OFFERS
YOU A COMPLETE RANGE
OF 8 mm » 16""" *'"*
^ifW^
,„,S,.»U.*VI.CM,C»G0.7
The Hallen B-22
Synchronous
Magnetic Recorder
Engineered for the Professional
$1,85000
hallen
CORPORATION
3503 W. OLIVE AVENUE
BURBANK ■ CALIFORNIA
Pure's Visual Selling:
(coNTiNii t,i) ii<(i\i i'A(.i 1 II IK TV-four)
liit;lilif;lil and iiiKkiliiif ilic main ])i>iMis of
the iraiiicis' Iciturcs.
1'. .S. .Service Training, a 'ii/o day program,
will open witli a 2r)-minute motion piclurc,
Cull Me Riisly, which cleverly suggests that il
is casv for a dealer to become "rusty" on serv-
ice tcclini(|ues and that refresher training is a
good idea. Next. Ainrricn's Cars Mox'e on Oil.
is a motionslidc film adapted from a General
Motors film. .-Xnimalion work in this film
presents a clear picture of the function of auto-
mobile lubrication. Il7i)' Chiinge Oil?, another
motion slidefilni, ex))lains the company's
policy on the oil change interval. These three
films have been revised for the new program
by Henning and Cheadlc. who originally pre-
pared them.
Dkmonstrations Givkn for Tr.mnees
Besides the film program practical demon-
strations will be used i<> show trainees the
latest eciuipnient and technitiues for servicing
new automotive assemblies. The men talk
shop, formally and informally, about the serv-
ice news of latest model cars and trucks.
Two films from the Purelube promotion
campaign will be used in this program. To-
monnw liei^ins Today, and the color filnistrip
Proof of Performance are next on the pro-
gram. A talk on the \alue and use of service
manuals will be followed by the motion slide-
film Map for Lubrication. The function and
care of spark plu.gs will also be covered in this
meeting and a 25-minute motion picture,
Mighty Spark, will follow. These films have
been revised by Henning and Cheadle for the
new program.
This section of the general program will
close with the motion picture Shine Mr?.
Dealers are challenged by this film to test out
the ideas presented and see for themselves that
they do work.
The tire and battery selling portion of the
general program will be a one-day meeting
on advertising and retailing these accessories.
A slidefilm Begin Firing, produced by Bow-
man, stresses the \aliie of "carrying home" the
company's national advertising at this meet-
ing. Final slidefilm for the program is Closing
Without Tricks or Traps. Wilding Picture
Productions, Inc. made this adaptation of this
Selling Against Resistance film.
Consumer Version for New Picture
The film future looks bright for Pure Oil
as they face the coming year with 5 new slide-
films and 6 newly revised motion pictures in
their comprehensive training program. .\ new
version of Tomorrow Begins Today will also
be used in public relations for the company.
This new edition has a new non-commercial
sound track and is minus a few scenes of in-
terest only to company personnel. Trainers
will release this film to selective audiences
among schools and clubs. Still another use
for the film will be showings to fleet and farm
audiences. For these meetings, a special sales
trailer will be addecf to the new version. •
THE MART MESSAGE
THE COLORTRAN STORY
\o\v a\:iilal lie— High pmvcict] studio illumiLiaiinn
from onlinaiv house tunciii. Oui illustrated book
let will tell \ou hou.
GET C:OLOR RIGHT with COLORTRAN
LIGHT
CAMART PRODUCTS
CAMART Oplital Elfccis uuit with four sutfatc
prism, housing, double arm assembly, camera base-
plate and moniage unit iphistax) $99.75
CAMART TV MIKE BOOM, 13' extension arm.
silent moxcment on ball-bearing wheels, rear handle
for mike control, folds to fit in your car. . . .$261.85
CAMART TRIPOD, frcehead with smooth pan and
lilt adion, nai i()\\ hciid b)r Cine Special or wide
plate foi oiber cameras, toiiiplcie $110.00
HALLEN RECORDERS
Synchronous for 16 and S'lmm cameras. Meets high
professional (pialifications.
$895.00 $1,850.00
ARRIFLEX HEADQUARTERS
SALES RENTALS REPAIRS
Wide selection 35mm .Xrrifiex liandcameras with
200' magazines, set of three matched lenses, tripods,
cases, batteries, all accessories.
New 400' magazines for Arriflex $175.00
WANTED: 16-35 production, laboratory, and edit-
ing equipment. Moviolas. Mitchells. Tripods. Send
listing foi liberal casli olFcr.
THE CAMERA • MART inc.
70 WEST 4Slh ST.
NEW YORK 19, N. Y.
CABLE AbDRESS-CAMERAMART
WORLD-WIDE SERVICE
. c SPECIALIZED ^c
1^ LABORATORY ^*^
"•"•j SERVICES )"""
COLOR • B&W • BLOWUPS • REDUCTIONS
35mm
3-COLOR PRINTS
CNLARGtO DIRECTLY FROM
IBiniii COLOR ORIGINALS
16mm Optical Printing-masters for
use in making color release prints
Precision Fine Grain B&W Blow-op
Negatives from 16mm Originals
Special Effects • TV Film Services
Slides Duplicated Optically
Experimental WorI<
FILMEFFECTS
OF HOLLYWOOD
1153 N. Highland Avenue
Hollywood 38. Calif.
Hollywood 9-5808
40
BUSINESS SCREEN MAGAZINE
Beseler Company Shows Vu-Lyte,
Improved Opaque Projector Model
4 \'i-l.\ib. ;m opaiiiic piojecior
ol iiiipai.illcktl (Dineniciuo. per-
loiinaiur aiul ilcpciulabilitv has
belli aniu>uni(.(l b\ the Chari.ks
BfsHKR Company of Newark.
Niw Itrsev. This perleclcd iiia-
thiiic provides siiKX)ih. contiiui
oils, posiilxc projeciion of subjects
from the si/c of a postage stamp
up to the si/e of an 81 2 ^ I ' inch
niaga/iiie pa^e.
I^atenleil featiues of the fiand\
presentation tool include the \'a-
cuniatic Platen, whicli holds all
copy absoluteh Hat by suction;
the FeedO-Matic Conveyor, which
handles varied or continuous-
scrt)ll copy with eqtial ease — the
platen does not have to be raised
or lowered to insert copy, thereby
eliminating light glare. .\n arrow
ma\ l)e superimposed on any part
of the illustration without the
operator having to leave the ma-
chine by means of the Pointex
Projection Pointer.
Comparative material may be
projected simultaneously and sep
arate lines or other portions of the
image nia\ be isolated for close
inspection. Ihe machine runs ex-
ceptionally cool and all pans are
handy.
Newlv conceived — not just an
improvement of an old model —
the \u-Lvte is provided with a
fuUv coated anastigmat lens
mounted in an anodized alumi-
num barrel. New designing makes
it more compact; it is 40"^'^ lighter
in weight than previous Beseler
models. .Springloaded elevating
legs, rackand-pinion focusing
mount and other carefully-tested
features help to give sharp, well-
placed images and full field illu-
mination.
^^©©aocir
Ampro Announces New Tape
Recorder Model =731
♦ Improvements on an already
popular tape recorder are an-
nounced bv The .\mpro C.orpor.\-
TioN, Chicago, with news of its
Model 371. Portability, high
fidelity of sound reproduction and
reasonable price are special ad-
vantage points noted in the an-
nouncement.
AUDIO-VISUAL EQUIPMENT FOR BUSINESS & INDUSTRY
instantaneous change from one "C
Mount" lens to another.
.Speciallv designed for strength
and smoothness of action, the
"Cine-\'oice" is manufactured b\
Berndt-Bach,. Inc., of Los .\ii
geles, California.
TDC Offers New Attachments
for 2 X 2 Slide Film Projectors
♦ Three Dimension Company
slide projectors are now being of-
fered to consumers with addition-
al etiuipment which will make
possible the projection of 2 x 2
slides. With every model RN,
RO, RP and the professional
■•5OO" and "750" projectors TUC
has now added a 2 x 2 slide car-
rier and the auxiliary condenser
used to concentrate maximum
light on the smaller slides.
Aur'uon '-l.cm Titrttl in Ad'ton
3 Lens Turret Now Available
For Aurlcon "Cine-Voice"
♦ A precision-built three lens tur-
ret is now available for the .AiRi-
coN "Cine-Voice" 16mm sound-
on-film movie camera. The new-
turret measures up to professional
standards of accuracy and permits
HELP
HELP
HELP
heiBIee
hel:I2J
helpIBIbserve
HELP ^-f
HELP ^Si-ii-u^
HELP ■*-'
HELP
HELP
TTTTT "P ^*'^*'" sffl'esiKa»j to see-observe and sell through
film lessons that
XlJJiljJr them around the quick sands of competition.
Come to the business film producers
xvho have been at it for more
than a quarter century.
Frederick K. Rockett Co.
6063 Sunset Blvd., Hollywood
Phone: Hillside 3183
HELP
HELP
HELP
HELP
HELP
HELP
HELP
HELP
NUMBER 5
VOLUME II
19 5 0
1 hf Xrif K'lddMtfjn I'tf^'finL"
New Lightweight Sound Projector
Announced by Eastman Kodak Co.
♦ A new light-weight Ifimm
sound projector, the Kodascope
Pac.e.\nt .Sound Projector, has
been announced by the East.man
Kodak Company.
Trim, convenient and versatile,
the new unit has been designed to
provide finest qualitv pictures and
sound reproduction plus ease of
setup, operation and moderate
price. Weighing less than 33
pounds complete, the new projec-
tor is equalh well fitted for use in
homes, churches, schools, libraries
and business and industrial organ-
jector itself are built into the car-
tion pictures are shown.
Both the speaker and the pro-
jector, itself are built into the car-
rving case for greater ease in han-
dling and use. The speaker is part
of the case cover and can be used
up to 35 feet from the projector
with the cord supplied.
The motor of this new projector
is governor-controlled to provide a
constant speed and full lamphouse
ventilation at all times. Sound or
silent speed may be obtained by
shifting a lever which positions
the drive belt on a stepped pulley.
Simple to operate, thread and
run, the Pageant will be available
through all Kodak dealers.
British Precision Light-Measuring
Instrument Now Available in U.S.A.
♦ A recent British export item is
a new precision light-measuring
instrument, the SEI Exposure
Photometer, now available in the
Lnited States through the S.O.S.
Cinema Supph Corporation, N.V.
Intended for those concerned
with the accurate gauging of light
values and brightness ranges, the
instrument is a portable photome-
ter that can be used for accurately
measuring either reflected or
transmitted light and is no larger
than a flashlight.
41
In New York It's
RUBY
EDITORIAL
SERVICE, INC.
Complete film (dllorlol fodlllles
For Mellon Picture & Television
Production
Soundproof Air-Conditioned
Private Editing Rooms
Modern Equipment For
Every Technical Require-
ment— 35 & 16mm
Rentals By Day, Week or Month
ALL NEW MOVIOLA EQUIPMENT
Equipment Available for
Off The Premise Rentals
729 — Till Ave., N.Y. at 49lh St.
Tel.: Circle 5-5640
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE,
INC.
7315 Carnegie Av., Cleveland 3, O.
SILENT
FILMS SOUNDED
years of experience.
Co-operate with all studios.
Write us.
SYNCRO
TAPE & FILM SYSTEMS
Ail
IFTH AVE., NEVK YORK
MUSIC
- NARRATION - EFFECTS
NEW PRODUCTS
(COMIMID 1K1)\I I'KICI D1N(; PAGl)
ADmatic Display Projector Is Now
Available with Metal Cabinet
♦ ADmahc Pro iicTOR Company
iKiw k-aiuics a iiieial cabinet tor
ils auiomalic slide projttloi, mak-
iiii^ the iiniipmciit ideal loi' dis-
1>1,I\ .111(1 M'MUe |)lrilllolioil 1)111-
poses.
.Simple in operate, the circular
disc upon which thirty standard
SSnim 2x2 slides are mounted, is
cpiickh and easily detached so
th.it display users can have extra
programs ready lor instant use
bv mourning them on spare slide
discs.
Complete iiiloniuilion on the
new model is available liom the
ADmatic Projector C:ompany, 111
West [aiksoii 151m1., tihicago 4,
Illinois.
Adjustable Project-R-Table
Introduced by J. R. Smith Co.
♦ Es|)eiialK ilesignetl to suppori
slide and movie projectors, tin
new Vk:tor Project-R-Table i^
simple and tpiick to set up antl
does awav with endtables, benches
and other makeshilt supports.
.Adjusting to operating height
from two to more than three feet,
the Project-R-Table affords a
sturdy, vibration-free mount and
can be folded compactly and easily
stored.
Full information is obtainable
from James H. Smith and Sons
Corporation, Griffith, Indiana.
Improved Automatic Index-Slidefilm
Carrier Released by GoldE Co.
♦ .Simplified sHdcliliu sliowings
have been made possible by the
new GoldE Index Automatic 2 x
2 slide carrier which gives fully
indexed operation and fits all
GoldE Maiuiniatit projectors in
their present case in addition to
ele\cn oilier 2x2 slide projectors.
I'ret isioii engineered and design
U'sud, I he Index Carrier permits
ihe sinnviiig ol lit slides (glass,
metal, ])aper or plastic) in any
sequence — forward, backward or
skip one or more slides — with
positive jam-proof, trouljle-free
action.
.\lso featured is the GoldE Vis-
A-Fiie which permits changeable
slide descriptions on a pressure
sensitive panel insuring positive
identification of each sfide. Pre-
cision gears assure accurate fram-
ing of each slide eliminating over-
running. Permanently engraved
luunbeis on the top and side of
the Index Slide File simplify slide
identification.
Further information on these
new products may be obtained
from the GoldE Manufacturing
Conipanv. 1220 West Madison
Sireet. C^hicago 7, Illinois.
FILM SPONSORS
Make sure that audiences see and hear your
message, unimpaired. Don't let film damage
dissipate its force.
PBERieSS FILM TREATMENT starts prints off right, keeps them right.
Protect your message. Get maximum results.
PEERLESS is the original vaporating protection for film — tlie complete,
permonent treatment. .. proven by 16 years of increasing use. ..steadily
improved... never equalled.
If your producer's laboratory is a PEERLESS licensee, have your film
treated there. Otherwise, have it sent for PEERLESS FILM TREATMENT
to the most convenient of our licensees. Write for "Where They Are.
■f/llfii
Peerless film processing corporation
165 WEST 46TH STREET, NEW YORK 19,. N. Y.
PROCESSING PLANTS IN NEW YORK AND HOLLYWOOO^
•S/,,,,,;,!,,/" l-\\msl<i[t I'niirrhn
New "Standard" Filmstrip Projector
♦ I'o meet training classroom
needs for sharp, clear filmstrip pic-
tures on the screen, the Standard
— a new type of combination fiim-
strip and slide projector — has
been released by the Standard
Projector .t Equipment Co.,
Chicago.
.'iOO-watt illumination, forced-
air cooling to prolong the full
brilliance of the lamp over a long-
er period of time and directed
piisli-in threading are features of
tile new projector which also has
a pusliin power cord receiver
built into a fitted carrying case.
.\ built-in mechanical pointer
permits the trainer to point out
pertinent pans of the projected
picture without ofjstructing the
view of trainees and can be used
while operating the projector.
Tlie power rewind and cleaner
rewinds and cleans the filmstrip
properly without fingermarking.
Quick inspection is also possible
as The filmstrip rewinds.
i\ni' Ihtimhtij^i) lit'ils and Cans
New Line of Reels and Cans Is
Offered by Brumberger Company
♦ A new line of reels and cans for
8mm and I6mni films has been
announced by the Brumberger
Company, Inc., featuring an ex-
cfusive tfared-edge whicfi assures
easy, jam-proof take-up.
Made of heavy-gauge steel, the
reels grip the film instantly and
securely and are marked at fifty-
foot inter\als. They are ribbed
for sofid stacking and provide ex-
cellent protection for valuabfe
films.
This new line will first be avail-
able in 200-foot and 400-foot ca-
pacities for 8mm and 200 and 400-
foot for ftimm. Additional sizes
will be offered in the near future.
.\fso avaifable is a line of 8mm
and Ifimni reel chests for system-
atic storage of films. Compfetely
portable, the Brumberger reel
chests are constructed of steel and
feature fingertip-action reel re-
lease, which automatically rolls
the selected reel out of the chest
into the hand. In 8mm 200, 300
and 400-foot and Kinim 400-foot
sizes, the chests have a special-nest-
ing feature permitting space-sav-
ing stacking and convenient exte-
rior and interior index cards
which provide (piiik identification
of films.
A catalog of Brumberger prod-
ucts is available on request to
Brumberger Company, Inc., 34
Thirty-fourth Street. Brooklyn 32.
Shipping Container for Glass Slides
♦ .-^ practical container for ship-
ping or mailing 2x2 glass slides
has been designed by Barnett
and ]affe, 633-35-37 .Arch Street,
Philadelphia, Pa.
Made of hard xiilcanized fibre
board assembled to withstand
shipping hazards, the container-
has two address cardholders riv-
eted to the outside and address
cards are supplied. Further in-
quiries should be directed to the
abo\e manufacturer.
42
BUSINESS SCREEN MAGAZINE
PRODUCERS!
ANOTHER NEW SERVICE!
A NEW PHOTOGRAPHIC SERVICE
COMBINING LIVE ACTION WITH ANI-
MATION IN ONE OPERATION. LOW
PRODUCTION COSTS FOR TELEVISION
AND COMMERCIAL PRODUCERS.
CINEMA RESEARCH
ANNOUNCES...
The installofion of two ACME ANIMA-
TION CAMERAS with special back-
ground projection unit.
Price inquiries and personal inspec-
tion of our facilities cordially invited.
16MM or 35MM • SLIDEFILMS
ANIMATION TITLES • COLOR OR
BLACK AND WHITE
CINEMA RESEARCH
CORPORATION
7000 Romaine St. • HUdson 2-7464
HOLLYWOOD 38, CALIFORNIA
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
* CoinpleLely self contained. PM Speaker, volume
control, off on switch, etc., all inside compact
6%" H X 6" W X 6" deep case. Weight 7 lb.
* 3\V audio power.
* Operates on U7V 60 c>des A.C.
* No Fly AVheel— instant siari and stop, with no
damage to film.
if Price $165.00 net F. O. B. Chicago.
EDL COMPANY
MILLER STATION. GARY, INDIANA
Textile \Vorkers (CIO) Film Program
Result of Two Years of Preparation
♦ After tuo vears of hard but successful work
ill oigani/ing a j»o<xI (ilni jirosram, the Textile
Workers Union of .\nurica. CIO, has com-
pleted its first motion pictuie assured that a
si/able audience is wailing to see it, and that
equipment is now available on which to show
it.
In 1948, onlv Four T\\'U.\ locals owned
Itimni sound projectors. Today, over seventy
locals own projectors and most of the others
h.ave ready access to one making it certain
that most, if not all, of the union's 450,000
members will see Union at Work, a new 24
minute film produced by .\lbert Hemsing, the
union film division's director.
Film Libr.\rv .\cTivtTv C.\.\tE First
The AVorkers Union approach to an a-v pro-
gram shows intelligent thinking. It did not
rush into production on a film until it was
certain that locals were acclimatized to motion
pictures, experienced in obtaining and show-
ing the films and adept at promoting them to
insure a maximum turnout.
This was accomplished by first building a
good film library including pictures on union-
ism, social problems, political action, discrimi-
nation, world affairs and pure entertainment
films. Locals were urged to use this library
and to buv projectors through a special pur-
chase plan set up b\ the national headquarters
office. It worked so well that last summer the
film division was able to publish a fifty page
catalog of films available to them.
With the distribution problem well on the
way to solution, the association's new film will
find a more responsive audience than most of
the otfier large unions which are not so well
equipped.
Union at Work tells the story of Textile
Workers Union Association, introduces its
members and shows how the L'nion operates.
Filmed on location in the mills, on the picket
lines, in the union halls and homes of Union
v'.orkers, the picture shows the men and
women who make .America's textiles at their
machines and at tJie machinery of democracv.
Primarily for New Member Groups
Although produced on a very low budget.
the picture is surprisingly good. It will be
used primarilv for new member classes, but
also for organizing and public relations work
for the Union. The folk singing background
music and the general approach indicate that
a good proportion of its audience will be
southern. Although TWU-\'s membership is
roughly divided equallv among the New Eng-
land, Middle .Atlantic and Southern states, its
greatest field for expansion lies in the south.
In view of this, some ma\ be surprised that
the film contains no equivocation on the ques-
tion of racial discrimination since Negro mem-
bers are shown taking an active and non-
segregated part in union affairs.
Adding to the sinceritv of the film is the
easily understood narration by Joe Julian,
whose work in Nash's Fishing in Alaska was
also a major contribution to that film's suc-
cess in tiie field. •
Something New!
The S. 0. S.
TRADING POST
Your idle or surplus equipment may
fill the bill for another producer or
lab. Tell S.O. S. what you've got,
whether for rent or sale, and we'll
offer it to a receptive customer.
NO CHARGE FOR THIS SERVICE.
-^ Send for > 950 Catalog
Supplement, listing
hundreds of unusual buys'.
AGENTS FOR; Acme Animation . Blue Seal Recorders .
Bridgamatie Developers . Oepue Pfinteri . Fearless Dol-
lies . Aurieon 16mm line . Nord Cameras . Magne-
corders . Smith Viewfinders . Colortran Liles . Bodde
Screens . Hollywood & Uhler Printers . Zoomar Cine
Balowstar Lens . Kinevox Tape Recorders.
MANY ITEMS AVAILABLE ON TIME PAYMENTS
\ /
Write for Details
S. O. S. assure f Top Qualit'f
and Lotccsl Possible Prices —
a combination that cannot t-'^
beat. 24 years of strict adher-
S. 0. S. CINEMA SUPPLY CORP.
Dept. H. 6C2 We$t 52iiii St.. New York 19. K.Y.
NUMBER 5
VOLUME M
1950
43
Extending Market Horizons
for Audio-Visual Materials
LITERALLY tens of thousands of new groups, representing
interests in business, industry, commercial, and municipal
organizations, can be persuaded to use motion pictures, slide-
films, and the other audio and visual tools if they are made
aware of already useable and useful materials and the basic,
simple steps to their successful application.
The immense pools of ready-made films are at hand to
suggest visual training for such specific fields as agriculture,
banking, light manufacture, printing and publishing, retail
sales, service companies, and many others. Thousands of
municipalities can begin visual programs to aid fire, judicial,
health, police, and social welfare departments. While many of
these groups will one day require specific "custom-made films,
tailored to their specific needs, they need spend no more than
a minimum amount to get and use already available and
directly useful films.
It is an important part of our national publication program
to provide know-how about these films to such groups. We
believe that audio-visual equipment markets utterly depend on
such widespread publicity, directly aimed at the interests of
specific types of groups with specific types of films. We doubt
that immense directories of unrelated materials now available
at fairly high cost per copy provide the real solution.
In this spirit we have issued such specific Film Guides as
our current FARM FILM GUIDE (1 , 100 titles): THE NATIONAL
DIRECTORY OF SAFETY FILMS (500 titles); THE INDEX OF
TRAINING FILMS (2,000 titles): THE SOUND SLIDEFILM
GUIDE (500 titles); THE AMERICAN HERITAGE IN FILMS
(200 selected titles); and we announce the following even more
specific lists now in publication:
THE SALES FILM GUIDE
PRINTING & PUBLISHING FILMS GUIDE
THE MUNICIPAL FILM GUIDE
These are just a few of nearly a dozen such specific lists in
various stages of final preparation or actually publishing at this
date. They have these common objectives: they cost as little
as possible (from 15c to $1.00 maximum); they are specific
guides directed without waste of content or reader time to
direct prospect fields for new audio-visual market development.
You are invited to write for details on how you can
successfully use these Guides in your own company,
audio-visual equipment sales, or sales promotion.
THE FILM GUIDE LIBRARY
A Business Screen Market Development Program
150 East Superior Street Chicago 11, Illinois
LOCAL AUDIO-VISUAL SUPPLIERS
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection Serv-
ice, 182 High St., Hartford 5.
Eastern Film Libraries, 148 Grand
Street, Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
The Film Center, 915 12th St.
N.W., Washington
The Walcott-Taylor Company,
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
. MARYLAND •
Robert L. Davis, P. O. Box 572,
Cumberland.
Howard E. Thompson, Box 204,
Mt. Airy.
• MASSACHUSETTS •
Bailey Film Service, 59 Chandler
Street, Tel. 4-0214, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
Association Films, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Council Films, Inc., 50 N. Main
St., Homer, N. Y.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service, Inc.,
1560 Broadway, New York 19.
The Jam Handy Organization,
Inc., 1775 Broadway, New York
Mogul Bros., Inc., 112-1 14 W. 48th
St., New York 19.
Jack Patent, 13 East 37th Street,
New York 16.
S. O. S. Cinema Supply Corp., 602
W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 State
St., Albany. Also 28 Genesee St.,
New Berlin, New York.
• PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave., Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington
St., Phone 2-5311, Box 6095, Sta-
tion A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389 Hunt-
ington.
SOUTHERN STATES
• ALABAMA •
Stevens Pictures, Inc., 506 Eight-
eenth St.. North, Birmingham.
• FLORIDA •
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
A BUSINESS SCREEN READER SERVICE
44
BUSINESS SCREEN MAGAZINE
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
rben Pictures, 1615 Hendricks
Ave, Tel. 9-1906, Jacksonville.
)uthem Photo and News, 608
E. Lafayette St., Tampa.
• GEORGIA •
levens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• LOUISIANA •
tanley Projection Company,
211'/^ Murray St., Alexandria.
[evens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
tirling Visual Education Co.,
1052 Florida St., Baton Rouge.
lelta Visual Service, Inc., 815
Poydras St., New Orleans 13.
[arPilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
lerschel Smith Company, 119
Roach St., Jackson 1 10.
asper Ewing & Sons, 227 S. State
St., Jackson 2.
• TENNESSEE •
outhern Visual Films, 687 Shrine
Bldg., Memphis.
Pennessee Visual Education .Serv-
ice, 416 A. Broad St., Nashville.
• VIRGINIA •
!:apitol Film & Radio Co., Inc.,
19 \V. Main St., Richmond 20.
Sationa! Fihn Service, 202 E.
Carv St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Srimm-VVilliams Co., 719 Main
I St., Little Rock.
MIDWESTERN STATES
• ILLINOIS .
\merican Film Registry, 24, E.
, Eighth Street, Chicago 5.
Association Fihns, Inc., 206 S.
Michigan Ave., Chicago 5.
Jam Handy Organization, Inc.,
230 N. Michigan Ave, Chicago 1
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5, Mo.
• INDIANA •
Burke's Motion Picture Co., 434
Lincoln Way West, South
Bend 5.
• IOWA •
Pratt Sound Films, Inc., 720 3rd
Ave., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St., Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610 Olive
St., St. Louis 1.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
• MICHIGAN •
Engleman Visual Education Serv-
ice, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
• MINNESOTA •
National Camera Exchange, 86 S.
Sixth St., New Farmers Me-
chanics Bank Bldg., Minne-
apolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
Ave., Cincinnati 19.
Academy Film Service Inc., 2300
Payne Ave., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleve-
land 12, Ohio.
Fryan Film Service, 3228 Euclid
Ave., Cleveland 15.
Sunray Films, Inc., 2108 Payne
Ave., Cleveland 14.
Jam Handy Organization, Inc.,
310 Talbott Building, Dayton 2.
Twyman Films Inc., 400 West
First Street, Dayton.
M. H. Martin Company, 50
Charles Ave., S. E., Massillon.
• WISCONSIN •
R. H. Flath Company, 2410 N.
3d St., Milwaukee 12.
WESTERN STATES
• CALIFORNIA •
Donald J. Clausonthue, 1829 N.
Craig Ave., Altadena.
Coast Visual Education Co., 5620
Hollywood Blvd., Holh'wood
28.
Hollywood Camera Exchange,
1600 N. Cahuenga Blvd., Holly-
wood 28.
Jam Handy Organization, Inc.,
7046 Hollywood Blvd., Los An-
geles 28.
Ralke Company, 829 S. Flower
St., Los Angeles 17.
Spindler & Sauppe, 2201 Beverly
Blvd., Los Angeles 4.
Association Films, Inc., 351 Turk
St., San Francisco 2.
C. R. Skinner Manufacturing Co.,
292-294 Turk St, San Francisco 2
• COLORADO •
Home Movie Sales Agency, 28 E.
Ninth Ave., Denver 3.
• OKLAHOMA •
Vaseco, 2301 Classen, Oklahoma,
City 6.
H. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Kirkpatrick, Inc., 1634 S. Boston
Ave., Tulsa 5.
• OREGON •
Audio-Visual Supply Company,
429 S. W. 12th Ave., Beacon
3703, Portland 5.
Moore's Motion Picture Service,
306 S. W. Ninth Ave., Portland
5.
• TEXAS •
Association Films, Inc., 1915 Live
Oak St., Dallas 1.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St., Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company, 44 E. So.
Temple St., Salt Lake City 10.
• WASHINGTON •
Audio-Visual Supply Company,
2450 Boyer Avenue, Franklin
2068, Seattle 2.
CANADA
Audio-Visual Supply Company,
Toronto General Trusts Build-
ing, Winnipeg, Man.
FOREIGN
Distribuidora Filmica Venezolana,
De 16MM., S.A., Apartado 706
Caracas, Venezuela, S.A.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
lUMBER 5 • VOLUME II • 1950
45
Audio-Visuol Trade Show
As a convenient product guide for business film users we reprint
selections from the BUSINESS SCREEN exhibit guide prepared for
the recent NAVA Trade Show held in Chicago earlier this month.
Berlant Associates
49 1 7 West Jefferson Blvd., Los Angeles 16, Calif.
PArkway 2196
Exhibiting: "Concertone" high fidelity magnetic
tape recorder
In charge of exhibit: Emmanuel Berlant
Others: A. Fisher
Admatic Projector Company
I I I West Jackson Blvd., Chicago 4, III.
WEbster 9-0868
Exhibiling: Admatic slide projectors and Ad-
master and Automatic counter display units
In charge of exhibit: John M. Shevlak
Others: M. M. Mummert, M. E. Mummert
Allied Independent Producers
2044 North Berendo, Los Angeles 27, Calif.
OL 7209
Exhibiting: 16mm educational films
In charge of exhibit: Miss Martha Heislng
American Optical Co., Instrument Div.
Box A, Buffalo, N. Y.
Exhibiting: Filmstrip projectors, 2x2 slide pro-
jectors, 31/4 X 4 slide projectors, opaque
projectors
In charge of exhibit: R. W. Schmader
Others: J. J. Host, E. V. Finnegan, E. J. Fierle
Ampro Corporation
2835 North Western Ave., Chicago 18, III.
BRunswick 8-4500
Exhibiting: 16mm sound and silent motion pic-
ture projection equipment, arc and Mazda,
2x2 and filmstrip projectors, accessories
In charge of exhibit: Howard Marx
The Audio Master Company
23 West 45th St., New York 19, N. Y.
PLaia 7-3224
Exhibiting: Transcription players; pre-recorded
tape service; new types of microphones con-
structed In Europe
In charge of exhibit: Herbert Rosen
Audio-Visual Supply Company, Inc.
247 Broadway, Laguna Beach, Calif.
604
Exhablting: "Carrier Speed Reader" and Tempo
Mood and Transition Music recordings
In charge of exhibit: Carl M. Loftls
Others: Edward A. Patty
Bausch & Lomb Optical Company
635 St. Paul St., Rochester 2, N. Y.
LOcust 3000
Exhibiting: Slide, opaque and micro projectors
In charge of exhibit: A. E. Fischer
Others: M. Seellnger, T. Mitchell
Beckley-Cardy Company
1632 Indiana Ave., Chicago 16, III.
HArrison 7-6990
Exhibiting: Room darkening window shades
In charge of exhibit: R. H. Howard
Others: M. L. McCabe, J. E. Ailes
Bell and Howell Company
7100 McCormick Rd., Chicago 45, III.
AMbassador 2-1600
Exhibiting: Motion picture cameras, projectors.
In charge of exhibit: R. F. Peterson
Others: Richard Buckle, Carl Schreyer, A. H. Bolt
NOTE: These listings do not include religious or
other exhibitors whose products do not directly
serve the business or industrial film user.
Charles Beseler Company
60 Badger Ave., Newark 8, N. J.
BIgelow 8-7282
Exhibiting: Opaque and other projectors
In charge of exhibit: H. H. Myers
Brush Development Company
3405 Perkins Ave., Cleveland 14, Ohio
ENdlcott 1-3315
Exhibiting: "Soundmlrror" magnetic sound re-
corded-reproducer
In charge of exhibit: J. Burnett
Others: Wm. Barnes, M. Stevenson,
Cadwell Corporation
400 North Camden Dr., Beverly Hills, Calif.
Exhibiting: Continuous automatic projector
In charge of exhibit: Ronald L. Buria
Califone Corporation
1041 North Sycamore Ave., Hollywood 38, Calif.
Hudson 2-2353
Exhibiting: Califone transcription players
In charge of exhibit: Robert G. Metzner
Cineque Colorfilm Laboratories
424 East 89th St., New York, N. Y.
SAcramento 2-5837
Exhibiting: Color film laboratory services, dupli-
cations of color transparencies
In charge of exhibit; Neil Doran
Others: Sam Marcus, R. Gerard
Jack C. Coffey Company
205 West Wacker Dr., Chicago 6, II I.
RAndolph 6-7054
Exhibiting: Filmstrip Library Plans (filmstrip fil-
ing system cabinets); the Standard Model
500 C combination filmstrip and slide pro-
jector
In charge of exhibit: Jack C. Coffey
Others: P. J. Kllday
Columbia Records, Inc.
1473 Barnum Ave., Bridgeport 8, Conn.
6-0181
Exhibiting: Columbia LP records, shellac records,
and albums and accessories
In charge of exhibit: Robert Klrsten
Commercial Picture Equipment, Inc.
1567 West Homer St., Chicago 22, III.
EVerglade 4-0330
Exhibiting: "Fast-Fold" Projection Screens
In charge of exhibit: Bob Hall
Others: Louis Kaptain, Helen Thorson
Compco Corporation
2251 West St. Paul Ave., Chicago 47, III.
EVerglade 4-1000
Exhibiting: Reels, cans, fibre cases, magnetic
tape reels, slide binding equipment
In charge of exhibit: Hal Fischer
Others: S. J. Zagel, Dick Brown
Coronet Films & Ideal Pictures
Coronet Building, Chicago I, III.
DEarborn 2-7676
Exhibiting: Films for schools, churches, clubs,
homes, camps, industry and special training
In charge of exhibit: Ellsworth C. Dent
Others: Paul Foght, Ervin N. Nelsen, Wendell
Shields, Charles Pacey, Eugene Sherwood
Crestwood Recorder Corporation
624 West Adams St., Chicago 6, IIL
CEntral 6-3505
Exhibiting: Crestwood recorder
In charge of exhibit: H. H. Hanlon
Da-Lite Screen Company
2711 North Pulaski Rd., Chicago, III.
Dickens 2-9200
Exhibiting: Da-Lite projection screens
In charge of exhibit: Gil Heck. Bud Gardner
Others: C. C. Cooley
De Vry Corporation
I I I I Armitage Ave., Chicago 14, III.
Lincoln 9-5200
Exhibiting: De Vry 16mm sound motion picture
equipment (De Vrylite and Super 16mm)
In charge of exhibit: C. R. Crakes
Others: K. Spelletich, Jr., H. M. Fisher, W. C
De Vry, M. W. Paarmann, F. A. Rauscher
Eastman Kodak Company
343 State St., Rochester, N. Y.
Locust 6000
Exhibiting: 16mm cameras and projectors, slide
projectors and movie accessories
In charge of exhibit: F. S. Welsh
Others: W. S. Allen, W. Burllngame
Encyclopaedia Britannica Films, Inc.
I 150 Wilmette Ave., Wllmette, III.
Wilmette 6404
Exhibiting: Films and fllmstrips
In charge of exhibit: Dennis R. Williams
Others: L. H. Healy, Joe Dlckman
Eye Gate House, Inc.
330 West 42nd St., New York 18, N. Y.
LAckawanna 4-5467
Exhibiting: Fllmstrips, filmstrip cabinet, Music
Master recorder and phonographs
In charge of exhibit: Alfred E. Devereaux
Fiberbilt Case Company
40 West 17th St., New York II, N. Y.
WAT 9-7772
Exhibiting: Film shipping cases
In charge of exhibit: D. A. Weber
Films of the Nations, Inc.
62 West 45th St., New York 19, N. Y.
MUrray Hill 2-0040
Exhibiting: New 16mm color and sound releases
In charge of exhibit; Maurice Groen
Golde Manufacturing Company
1214-22 West Madison St., Chicago 7, IN.
HAymarket 1-2444
Exhibiting: Slide projectors, spotlights, slide bind'
ers, music stands
In charge of exhibit: H. B. Engel
Others: N. Chernick, E. W. Goldberg, N. Olsen
Hamilton Electronics Company
2726 Pratt Ave., Chicago 45, III.
BRIargate 4-6373
Exhibiting: Transcription players, amplifiers
In charge of exhibit: J. E. Lynch
Others: Richard Wing, W. A. Hamilton
It
k
r
1)11
46
BUSINESS SCREEN MAGAZIN EKu{
he Harwold Company, Inc.
!I6 Chicago Ave., Evanston, III.
Avis 8-4150
ihibiting: "Shopper Stopper" projector
charge of exhibit; R. Grunwald
thers: I. Marker
ifernational Film Bureau, Inc.
North Michigan Ave., Chicago 2, III.
Ndover 3-1826
ihibitng: Catalogs and other publicity on new
films to be released
charge of exhibit: Margery Weiss
Ithers: Wesley Greene, Dorothy Coffin
ifernational Film Foundation, Inc.
bOO Broadway, New York 19, N. Y.
Ircle 6-9438
(hlbiti.ng: Literature on current subjects
I charge of exhibit: R. E. Blackwell
iarl F. Mahnke Productions
15 East Third St., Des Moines 9, Iowa
4885
ihlbiting: Fllnns, filmstrips, and Picto-Aids
I charge of exhibit: Carl F. Mahnke
Hhers: Carl F. Mahnke, Jr., Mrs. C. F. Mahnke
Aarch of Time Forum Films
69 Lexington Ave., New York 17, N. Y.
Udson 6-1212
xhlblrlng: March of Time films and literature
1 charge of exhibit: Robert Dakar
Hhers: Barbara Miller, Bruce Gordon
). J. McClure Talking Pictures
115 West Washington Blvd., Chicago 7, IIL
;Anal 6-4914
ihlbltlng: Record players, sound slldefilm ma-
chines and public address systems
1 charge of exhibit: O. J. McClure
)the's: Vernon Lombard and Keith Brown
.Minnesota Mining and Manufacturing
Company
00 Fauquier Ave., St. Paul 6, Minn.
aihibltirg: Paper and plastic "Scotch" brand
sound recording tapes and accessories
n charge of exhibit: Roy Gavin
Others: Paul Jansen
vdovie-Mite Corporation
105 Truman Rd., Kansas City 6, Mo.
HA 7841
Ixhlbi+lng: Movie-Mite sound projectors; Emcee,
Audio-Slide, Discjockey, Bell-Boy and Mag-
nefilm recorder
n charge of exhibit: Stanley Adams
Dthers: W. G. Wilson
^atco. Inc.
MO I West North Ave., Chicago, III.
:Apitol 7-6600
ixhibi+ing: Natco projection equipment
p charge of exhibit: R. ft. Yankle
Jther;: Di':k Mulvey. Rav Myerson.
"National Film Board of Canada
WO West Madison St., Chicago 6, III.
=Ranklin 2-1251
ixhlblt ng: Literature on Canadian Government
Informational films and filmstrips
n charge of exhloir: J. Margaret Carter
!5thers: Janet Scellen
Seumade Products Corporation
i30 West 42nd St., New York 18, N. Y.
-Ongacre 3-6873
IT c ■ r g: Equipment for the filing, handling and
servicing of 16mm, 2x2 slides, and filmstrips
n charge of exhibit: Lee E. Jones
Dthers: Oscar F. Neu, G. Howard Totten.
Official Films, Inc.
25 West 45th St., New York, N. Y.
209 West Jackson Blvd., Chicago, III.
Exhibiting: First showing of 1950-51 releases
In charge of exhibit: Jack Stewart
Others: Arthur Weiss, Bob Enrlght
Operadio Manufacturing Co.
St. Charles, III.
MAnsfield 6-6446
Exhibiting: Explalnette and DuKane sound slide-
film projectors, DuKane tape recorders
In charge of exhibit: R. L. Shoemaker
Others: Wm. F. Wood, A. F. Hunecke.
Radiant Manufacturing Corporation
2627 West Roosevelt Rd., Chicago 8, IIL
CRawford 7-6300
Exhibiting: Complete line of projection screens
In charge of exhibit: Adolph Wertheimer
Others: H. Y. Feldman, Herbert Singer.
Radio Corporation of America
Camden, New Jersey
Woodlawn 3-8000
Exhibiting: 16mm sound and silent motion pic-
ture projectors
In charge of exhibit: O. V. Swisher
Others: J. J. Dostal
Rek-0-Kut Company, Inc.
38-01 Queens Blvd., Long Island City I, N. Y.
STillwell 4-7062
Exhibiting: Disc recording, playback equipment
In charge of exhibit: George Silber
Revere Camera Company
320 East 21st St., Chicago 16, III.
CAIumet 5-7900
Exhibiting: Revere products
In charge of exhibit: E. J. McGookin
Mark Simpson Manufacturing Co., Inc.
32-28 49th St., Long Island City 3, N. Y.
RA 8-5810
Exhibiting: Tape recorders, transcription players,
sound equipment and systems
In charge of exhibit: Miryam Simpson
Others: David Libsohn, G. L. Werner
Simpson Optical Manufacturing Com-
pany
3200 West Carroll Ave., Chicago 24, IIL
VAn Buren 6-3030
Exhibiting: Projection lenses, camera lenses,
sound optical systems, prisms, front surface
mirrors, etc.
In charge of exhibit: J. E. Curtin
Others: J. S. Eagen. J. F. Daley. W. J. Smith
Society for Visual Education, Inc.
1345 West Diversey Parkway, Chicago 14, III.
LAkeview 5-1500
E'lib^lrg: 35mm still projection equipment, film-
strips (educational and religious), Slo-White
screens, and projection accessories
In charge of exhibit: John C. Kennan
Others: Wm. H. Garvey. Jr.. Walter Johnson,
Miss Marie Wltham, R. M. Griffin. Bruce
Younker
Squibb-Taylor, Inc.
1213 South Akard, Dallas, Texas
Prospect 7-3597
Exhibltina: Taylor Spotlight Projector and Ad-
justo-Stand
In charge of exhibit: Cecil E. Squloo
Sterling Films, inc.
316 West S7th St., New York 19, N. Y.
JUdson 6-3750
Exhibiting: Sterling Films productions
In charge of exhibit: Saul J. Turell
United Visuals, Inc.
840 North Plankinton Ave., Milwaukee 3, Wis.
Marquette 8-0399
Exhibiting: Filmstrip catalog for sale to dealers
In charge of exhibit: Leona Manning
Universal Electronics Sales Corporation
1500 Walnut St., Philadelphia 2, Pa.
PE 5-8757
Exhibiting: "Reelest" tape recorder and acces-
sories
In charge of exhibit: Robert H. Paschall
Others: Stanley Patterson, Chester Pond
Universal Seoscope Corporation
1709 Northwest 16th, Oklahoma City, Okla.
5-9217
Exhibiting: Seoscope microprojector
In charge of exhibit: C. C. Ring
Vacuumate Corporation
446 West 43rd St., New York 18, N. Y.
LOngacre 4-1886
Exhibiting: Vacuumate — the Vaporate film pro-
tective treatment, film inspecting and ship-
ping service, Vaporators
In charge of exhibit: Samuel H. Bunchez
Others: Luclle H. Fleet
Victor Animatograph Corporation
Davenport, Iowa
7-9101
Exhibiting: 16mm motion picture equipment, rec-
ord players, and accessories
In charge of exhibit: Eldon Imhoff. Others: L. V.
Burrows, H. O. Jones, A. J. McClelland
Victorlite Industries
5350 Second Ave., Los Angeles 43, Calif.
AXmlnster 8305
Exhibiting; "OpaCast" and "VisualCast" pro-
jectors
In charge of exhibit: Ralph W. Slegel
Viewlex, inc.
35-01 Queens Blvd., Long Island City I, N. Y.
STillwell 4-2565
Exhibiting: Slide and filmstrip projectors, sound
slidefilm projectors
In charge of exhibit: Ben Peirez
The Vita-Lite Screen Company
239 R St., San Diego 1, Calif.
Main 9101
Exhibiting; The Vita projection screen
In charge of exhibit: Robert P. Haskln
Others: WlHara Braasch, Earl C. Allen
Webster Electric Company
1900 Clark St., Racine, Wis.
3-3511
Exhibiting: Ekotape recorders; music distributloi
In charge of exhibit: W. E. Dent
Othe'-s: D. H. Damold J. L. Samuel. J. E. Burn'
Young America Films, inc.
18 East 41st St., New York 17, N. Y.
LExington 2-41 I I
Exhibiting: Young America filmstrips, 16mm films
In charge of exhibit: T. C. Morehouse, J'.
Others: Fred Powney, Godfrey Elliott
NOTE: For detailed descriptions of all audio-
visual equipment see the 1951 Product Guide to
be published by BUSINESS SCREEN this fall.
>l U M B E R 5 • VOLUME II • 1950
47
A Professional 16mm Projector
A brief historical account oj its iiiccplion. dexielop-
tnetit and overall perjormnnce general characteristics.
by Edward P. Kennedy
Signal Corps ENciNtERiNG Laboraiories
Fort Monmouth, New Jersey
ARMY Training Films in 16mm
will be looking and sound-
ing like 35imii, thanks to new
projection equipment developed
bv the Signal Corps Engineering
Laboratories and the DeVry Cor-
poration of Chicago.
The projectors used in World
War II were those commerciall)
a\ailable at the time. They were
called upon to render service for
which they ne\er were intended.
Some were bounced daily in the
backs of trucks, as they were
hauled between film libraries and
iraining units. Others were taken
to the humid tropics to show films
on makeshift screens for huge au-
diences in outdoor theaters. Light
and sound were pushed to the
limit. Use was almost constant.
Operators were sometimes inex-
perienced.
While the commercial equip-
ment performed far beyond its
intended limits — performed well
enough to contribute mightily to
the war effort — there remained
room for improvement. In 1941
(when no one knew that the war
was nearing its end) action was
taken to develop Signal Corps
equipment with greater light and
sound output, and capable of
withstanding shock and wide ex-
tremes of climate.
Basic Model Is Jan-P-49
Highly trained motion picture
specialists were selected and pre-
sented with the problem of decid-
ing upon military characteristic
requirements and formulation of
specifications for a truly profes-
sional type of 16mm sound motion
picture projection equipment.
Their efforts took documentary
form in a specification basicaily
known as JAN-P-49. This speci-
fication was then approved by the
then existing War Department
and Na\y Department for use of
all procurement services of the
Army and the Navy.
Contracts were let to several
leading manufacturers and signifi-
cant progress was made on these
projectors by the end of the war.
After the war a new contract was
negotiated with DeVry Corpora-
tion, Chicago, Illinois, and devel-
opmeni was resumed on the pro-
jector now known by the Signal
Corps as Projector Set .AN/PFP-1.
The Navy has their own nomen-
clature for a very similar Projector
Set.
.^Vn array of two of these port-
able sound projectors, a 20 watt
portable amplifier and one port-
able loud speaker comprise an
etpiipment that will render a
16mm motion picture reproduc-
tion which will approach quite
closely in all respects, that in-
stalled in a standard 35-mm the-
atre seating 1000 persons.
Using in it a 1000 watt pro-
jection lamp, a screen illumina-
tion of 450 lumens can be ex-
pected. If a 750 watt projection
lamp is used instead, 375 lumens
is obtained on the screen.
The projection light condenser
system is so designed that no
change in its elements is required
when using any one of the three
following f/1.6 projection lenses:
2" E.F.L.. 3" E.F.L. and 4" E.F.L.
Good pictures have been obtained
on the screen when projected from
a distance of 125 feet when using
a 4" E.F.L. lens.
The sound reproduction from a
well made sound track will com-
pare favorably in all respects to
that obtained from a modern high
grade, high fidelity, wide range
disc phonograph.
Mechanically this projector is
unique in many respects. Essen-
tially the whole projector is an as-
sembly of distinct units, each unit
being directly replaceable, in case
of need. Ordinary hand tools are
all that are required. For ex-
ample, the sound head unit can be
replaced in a very short time with
one that is completely preadjus-
ted both optically and mechan-
ically.
Film passing by the projection
aperture is positioned and edge
guided by sapphire jewels embed-
ded in the guide rails to eliminate
wear on the guiding surfaces.
The center, or working tooth of
the three-toothed film advancing
shuttle is also faced with a sap-
phire jewel to eliminate film abra-
sion on this very hard working
member, .\fter o\er 800 hours of
continuous operation, -wear on
these sapphires had manifested it-
self by sliowing only very slight
loss of the original high surlace
polish.
The sound track velocity stabi-
lizing system is a new conception.
Advantage is taken of gravity actu-
ated jockev roller working in con-
junction with a very light flywheel
and naturally formed film loops
shaped by the threading format.
The amount of flutter in the re-
produced frequency at 3000 cycles
is less than .25% the maximum
allowable in the specification.
This is much below audible de-
tection on long sustained notes of
a complex character.
Minimum Distortion Noted
The amplifier unit is capable
of producing 20 watts of audio
power when terminated in 16
ohms. M any frequency between
50 and 12,000 cycles it will not
produce more than 2 percent total
harmonic distortion anywhere
within this range.
The speaker unit contains a
newly designed and perfected,
highly efficient, high quality,
heavy duty loud speaker capable
of reproducing wide range, high
fidelity audio intelligence. This
unit being the lighter of those
comprising the projector set, it is
used also as storage for the various
cords and interconnecting cables,
2000' capacity take up reels, ac-
cessories and running spares.
The AN/PFP-1 Projector Set,
in the overall, is very compact and
light weight considering the ex-
cellence of its performance. The
average weight per unit is approx-
imately 31 pounds.
^Vhen the AN/PFP-1 Projector
Set is set up for operation and
used with a multi-reel cued pro-
duction, a continuous, uninter-
rupted exhibit can be run which
can be considered characteristi-
cally professional in every respect.
Before the advent of the
.\N/PFP-1 Projector Set there ex-
isted no 16mm sound projector
equipment that could produce
anything like an equivalent per-
formance. It is, therefore, felt in
military circles and others that the
.\rmy and Navy sponsored pro-
jector set represents a valuable
contribution to the 16-mm motion
picture projection art and its pres-
ence in the field has already stim-
ulated others to produce projec-
tors which will meet or exceed the
excellence called for in the orig-
inal J,\N-P-49 Specification. •
Automatic Film Developeij
Speeds Studio Processing ;
♦ A step towards quiikcr proces
ing, the goal of small film produ
tion units, is the Bridgam.\t
completely self-contained auti
matic film developing machiii
manufactured by S. O. S. Cinem
Supply Corp. of New York.
As a result of se\eral years e
perimentation, the Bridgamati
allows the film to keep movir
without constant handling. TI
ordinary synchronous dri\ e rotati
all banks of rollers at the san
speed, causing a lag behind in tli
wet section and slack or loosena
in the drying cabinet, resulting i
static marking, scratching an
e\entual breaking of the film.
Patented o\erdri\e allows eac
Above: The Bridgamatic Unit
bank of rollers to operate ind
pendently from the main chai
dri\e so that die dri\e actuaL
conforms to the condition of tli
film in each tank. The film ma
be stopped at the feed-in en
while the machine is running, y
the overdrive will disconnect itse
without any film breakage and tl
main drive continues to run fre
e\en though the film is stil
When film entering the machine
released, operation resumes, ther
fore it will run for hours withoi
operator attention, other thi
changing reels.
Straight I6mni models at speen
of 15 to 30 feet per minute, an
combination 16 and 35mm modd
are now being shipped. Averaf
overall size is 6 feet long, 2 fe(
high and 2 feet wide and tf
weight is 250 pounds.
Precise Magnetic Film Recorder
Announced by Velaico, Inc.
♦ Created to the exacting r
quirements of the film industry,
new Magnetic Film Recorder hi
been announced by Velazco, Ino|
New York City.
Positive remote control of tf
recorder and camera or projectt
pro\ides synchronous operatic
from one switch on the Contri
Unit, which can operate thej
corder from any required distanc
"Plug-in" electronic componen
insure fast trouble-shooting an
quick and inexpensive replac
inents.
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th byron
the ultimate in 16 m m
studios and laboratories:
1226 Wisconsin avenue, n.w.
Washington, d. c.
y I \ V
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Minutely Precise-
The Hamilton Watch Company dramatizes
its precision requirements in the sound
motion picture, "How A Watch Wori<s,"
produced by The Jam Handy Organization.
Beautifully poised and balanced
mechanisms— whether the escapement
movements of a fine watch, or a fine
motion picture— can come only by benefit
of long professional experience.
JAM HANDY
for Precise Quality
ll VISUALIZATIONS . T R A I N I N G A S S I S T A N C E . SLIDEFILMS • TELEVISUALS . ^ ^ ^ I O N P I C T UR S
' NEW YORK 19 WASHINGTON D. C. 6 PITTSBURGH 22 DETROIT II DAYTON 2 CHICAGO 7 LOS ANGELE.^
/
BUSINESS SCREEN
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ISSUE SIX OF VOllME ElEVEN • 1950
I This month-H fenture: |
i COMMUNICATION OF IDEAS |
I A KEY FACTOR IN DEFENSE |
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"■■ "IND OTHER
Ml ih
PEOPLE
<:;
BUSINESS
I «» : i&a ur t t,_
~i«tvse*»
AIAVEL FILMS. IIC
There's nothing like DETAIL for emphasis
YOU GET THE MOST OUT OF YOUR 16mm
FILMS when they are profected with the
Look at the detail in the soap bubbles, the
highlights on the hair, the features of the child's
face. You see them all sharp, clear and realistic
— when scenes like this are projected with the
RCA "400. •'
Comparison tests of projected screen images
— for detail, contrast, brilliance and depth —
with other projectors have proved that the
RCA "400" is the finest 16mm projector money
can buy.
Compare the RCA "400" on sound reproduc-
tion. You'll hear voices, music, and sound
effects reproduced with the dramatic realism
of theatre-like sound. Compare the RCA "400"
for simplicity of threading, for ease of opera-
tion, for dependability.
Make this convincing test— before deciding
on a 16mm sound projector. Ask your RCA
visual products dealer to let you see and hear
one of your own 16mm sound films demon-
strated with the RCA "400". Send tor illus-
trated literature and the name of nearest dealer.
Write Department 171.
RCA "400" JUNIOR. The oniy sirig/e-case standard
Kmim sound projector oj juUy professiotial quality.
RCA "400" SENIOR. Provides theatre-quality reproduce
tion of l<->tn»i sound aud pictures /or larger audiences,
auditoriums or larger rooms.
VISUAL PRODUCTS
RAD/O CORRORATIOn of AMERICA
ENGIMCBRING PRODUCTS DBPARTMEMT. CAMQCM.M.J.
In Canada: RCA VICTOR Company Limllad, Montreal
BUSINESS SCREEN MAGAZINE
• •*
/Pi/te/te/f
Professional
(%tC9tM/
For over 2$ years, Mitchell Cameras have set profes-
sional photographic standards for the Motion Picture
Industry. These flawlessly designed, ruggedly con-
Mructed cameras have proven themselves in smooth,
positive operation under the most exacting condi-
tions. Today, as yesterday, the World's greatest films
depend upon Mitchell — professional equipment for
truly professional results.
rtOHSSIONAl
TIm 16mmi ProlMtionol ha« th« sonw provan MHdicfl 33««i
f«ihirM — to bring Umm quolKy to 16min icreeiM. Equippod
with 16*1111 Mitdiotl blimp, this camera it a foverit* of lead-
ing commordol producon for soond photography.
Tho Mitcholl Umm Camera — standara equipment of mojor studios
— b internationally known for dependability and performance. For
superb photography, Mitchell 25's are available in BNC (blimp *
••■•ceuury); NC and Hi-Speed models to meet every requiremanf.
/tf/fcAe// Camera
CORPORATION
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: 'MITCAMCO*
EASTIIN lEPIESiNTATIVE: THEODORE AITMAN • S21 FIFTH AVENUE e NEW TOIK CITY 17 e MURRAT Hill. 2-703t
iPrv 85% of thi motion pictures shown in tkoatres throughout the world are filmed with o Mitchell
IMBER 6 • VOLUME 11 • 1950
fl
How to protect
your investment
at film showings
ALL LHL \K)NL'l inveslea
in the production of your sound
motion picture films can be-
come a llnancial loss, if these
lilms are not properly presented
to audiences.
Why run the risk of poor film
showings at your meetings with
the public, clients, dealers, stock-
holders or your employees? You
,ue assured of a professional
motion picture presentation
when you call in the RCA Service
Company to take over the super-
Msion of all the details of your
showings.
,\ skilled RCA Service Com-
pany engineer will personally take
charge of every phase of your
showing . . . provide the projector
... the right kind of screen and
loudspeakers . . . supply a skilled
projectionist ... set up a P. A. sys-
tem. Telephone tie-ins from your
headquarters to local meetings
can be made if you desire.
The RCA Service Company
offers this package program as a
nationwide service. One or a
hundred film showings can be
successfully handled for you.
Why take a chance? It costs so
little to protect your investment.
SEND FOR
DETAILS
We'll be glad to send you complete
information on how the RCA Serv-
ice Company can help you get the
most out of film showings at your
meetings. Write today [or free bro-
chure, "Professional Motion Picture
Presentations.^^
KCA SEHVKE eOMPAMY. INC.
A HABio eomFoiumoHatAHitmak sitmaioiAmr
CAMDEN. NEW JERSEY
T H f: / O F F S C R E E i\
iriCZ
Schenley Holds National Sales Meeting
Via Closed Circuit DuMont TV Net
-K Television made its debut as an important
new business tool in New York City on Septem-
ber 29 when Schenley Distributors used the
medium to brief salesmen in 18 cities on the
company's fall and winter sales program.
Beamed over a closed circuit of the Du Mont
Television Network, wliich developed the idea,
the telecast was described by Commander Morti-
mer W. Loewi. Du Mont's director, as "the first
large-scale use of TV to conduct simultaneous
sales meetings in widely scattered areas."
Professional Talent Plus Schenley Men
The Schenley broadcast, said Loewi, was a
professiona'lly produced program titled, ]t's
Great To Be With Schenley. It featured top
theatrical talent along with key company offi-
cials. Schenley executives discussed world eco-
nomic conditions and their effect on U. S. busi-
ness and outlined the firm's sales and selling
procedures for the new season.
The program also featured a dramatic visual-
ization of the company's fall newspaper and
magazine advertising campaign.
Approximately 4.000 Schenley representa-
tives in the 18 cities viewed the proceedings in
centrally located hotels and clubs over Du Mont
Television receivers supplied by local Du Mont
distributors. The program originated on the
stage of WABD's Ambassador Theatre at West
49th Street.
Film Transcription Serves Other Cities
Cities hooked into the network included Bos-
ton, New York. Philadelphia. Baltimore, Wash-
ington, Pittsburgh. Cleveland. Buffalo, Detroit,
Chicago, Milwaukee, St. Louis, Cincinnati, Syra-
cuse, Schenectady, Utica, Rochester and Mem-
phis.
Delayed presentation of the program, a film
record via Du Mont teletranscription, took place
on Monday, October 2, for Schenley groups
which did not participate in the initial telecast.
This presentation was made in 20 cities not
linked by coaxial cable. These included San
Francisco, Los Angeles. Jacksonville, Miami,
Atlanta. Shreveport. Houston, Kansas City,
Minneapolis, New Orleans. Dallas, San Antonio,
Omaha, Indianapolis, Louisville, Albuquerque,
(continued on page forty-four)
Issue Six, Volume Eleven of Business Screen Magazine pub-
lislicd September 28. 1950. Issued 8 times annually at six-week
intervals at 150 East Superior Street. Chicago 11. Illinois, by
lUisiness Screen Magazines. Inc. Phone WHitehall 4-6S07.
O. H. Coelln, Jr,, Editor and Publisher. In New York City :
Robert Seymour, Jr., 489 Fifth Avenue. Telephone Riverside
"il-'i; or .Murray Hill 2-2492. In Los ,\ngeles ; Edmund
Kerr. 6605 Hollywood Blvd. Telephone HEmpstead .U71-
.Subscription $.1.00 a year; $5,00 two years (domestic): $4.00
and $7-00 foreign. Entered as second class matter May 2.
1946, at the post office at Chicago. Illinois, under Act of
March 3, 1S79. Entire contents Copyright 1950 by Business
Screen Magazmes, Inc. Trademark registered U. S. Patent
Oflice by Business Screen Magazines. Inc. Address all adver-
tisnig and subscription inquiries to the Chicago office of
publication.
ModuIHe Model "S I 6mm
variable-area sound-on-
film recording Galvan-
omeier with "Shuifer" Noise
Reduction, now available
as optional equipment on
the "Auricon-Pro" and
"Auricon-1 200" Cameras,
and the Auricon RT-80
Double-System Recorder.
•k High-fidelity sound-track with
16 DB noise reduction.
■*• Sound-track always runs cen-
tered on projector photo-cell
scanning beam, for crisp and
clear sound-track reproduction.
* Only one audio-modulated
sound-track edge, eliminates
Gamma (contrast) effects and
minimizes "Eberhard Effect" and
"Mackie Line" troubles experi-
enced with multiple-trace
variable-area recording.
* Audio galvanometer and shut-
ter-noise-reduction galvanometer
are independent, preventing
noise-reduction-bias crosstalk
distortion on sound track.
•k Rugged. Can be overloaded
without danger. Guaranteed for
two years against any electrical
or mechanical failure.
* Requires only 1.4 Watt sound-
track exposure-lamp. Operates
from small, lightweight dry-cell
batteries.
•k Tested and now being used by
leading studios and television
stations.
■k Sold on 30-day money-back
guarantee. You must be satisfied.
* RCA licensed.
^1
^1
^
Write for free Catalog
describing the new
Modulite Model "S" Galvanometer
and other Auricon Sound-On-Film
Recording Equipment .
BERNDT-BACH, Inc.
7387 Beverly Blvd. • Los Angeles 36. Calif.
MANUFACTURERS OF SOUND-ON-FlLM
RECORDING EQUIPMENT SINCE 1931
BUSINESS SCREEN MAGAZINI
■*u
when Demosthenes was asked iihat was the first part of oratory,
he a)iswered. "Action": and which was the second, he replied,
"Action"; and which uas the third, he still answered, "Action."
—PLUTARCH (A. D. 46-120).
JELLING, like oratory, is also action. The mind of the
soundh' trained salesman acts on the mind of the customer.
If the presentation is properh' persuasi%'e, the customer acts,
a sale is made.
CHICAGO^
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT-^
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
Motion pictures make better salesmen who make more sales
because the^' are action combined with \\'ords, the best words
for presenting the product.
Let Wilding counsel with vou to find audio -\'isual media
to put \ouT product and personnel into action.
HOLLYWOODJ
5981 Venice Blvd.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer BIdg.
*Studio Facilities
*^'T«VfrJ,Wp',U.., -.;.*J.
WILDING
PICTURE PRODUCTIONS, INC.
"^TTr^TVT OT/^TTTTJCC CTTT^PT?TTA/fC - XT^TCAT^TCT/^XT TITTTXrCL
COMBINATION SLIDE. SINGLE and DOUBLE FRAME STRIP FILM PROJECTOR
It's so easy to use, too.' Designed for extreme simplicity of operation
combined with maximum efficiency. Finger tip tilt control, instantaneous
framing and clear, needle-sharp focusing all combine to make Viewlex top
choice for slide or filmstrip projection before sizeable audiences. The quiet
and powerful, motor-fan model gives utmost protection and safeguards the
life of valuable films and slides.
y/M/jit/A
INC. • 35-01 QUEENS BOULEVARD • LONG ISLAND CITY 1, N
BUSINESS SCREEN MAG.\ZINEl
Stt#i2^£f^
sti
STa' pet. '''«"'''•
Stl
. large audUorium. yo-
duscrial na t,,,^ Arc fr i ,„
ought ro see t- ^,^,, "."^'g,' cuveund. O-
H3,iona. C=' ,_^,. „ . «--''"* VISION
of its Win-l ever latens>ty ^^^^g^ter
*e •■^-T^isSc'gtvesmoreU.h^^^.^
Shows vsh^ "^^ ,„,.balanced l>So j in the
^ RESULTS. SH"
FOB BEST RES
NUMBER 6 • VOLUME II
1950
you need these FOUR...
no more!
THE BLUE ZEPHYR Bill LAMP
Idcjl for ov.i-all illumination.
Light-weight, sturdy construc-
tion. 750 to 2000 watt, range
in P. S. 52, 1000-hr. globe.
Folding leg stand, and diffus-
er. Blue wrinkle finish
®
A full size 750 watt Baby Spot that
is interchangeable from the auxil-
iary stand to the Blue Comet
Boom (as shown above). Contains
all the features and accessories of
the Blue Zephyr Junior, shown be-
low Blue wrinkle finish.
®
THE BLUE ZEPHYR JUNIOR
The finest in modern lighting
equipment. Lamp head fea-
tures include interlocking
ventilation channels, direct-
action focusing with gradu-
ated scale. Attached rotating
barn doors and full-size diff us-
er frame. Stand has folding
legs with rubber-tired ball-
bearing casters. Adjustable
from 51 inches to 113 inches.
Blue wrinkle finish.
THE BLUE COMET BOOM
Stand extends to 8 feet-10 in-
ches; has air brake for ease in
lowering. Boom arm adjusta-
ble from 5 feet-4 inches to 8
feet-1 inch. Positive locking
fittings. Boom and stand fold
flat for compact handling
Flexible, quiet. Blue wrinkle
finish.
THE EMBLEM
937 NORTH SYCAMORE AVENUE
I HOLLYWOOD 38, CALIFORNIA
Motion picture and television's requirements for quiet, mo-
bile illumination has been foremost in the minds of Mole-
Richardson engineers since the industry's conception. Al-
ready the winner of repeated awards from the Academy of
Motion Picture Arts and Sciences for outstanding studio
lighting, Mole-Richardson now presents to the industries
their Blue Zephyr line. Developed to give maximum illumi-
nation with minimum equipment, these new lamps promise
to be the answer to your lighting problem.
SIGHr&jOlJND
RECENT EVENTS IN THE NEV/S
Cost Accountants' Film Program
Improves Plant Study Methods
♦ A priigrain of ••armchair plant
visits." through industrial motion
pictures, has been announced by the
New York Chapter of the National-
Associ.\Tioi\- OF Cost Account-
ants.
Arranged by Michael A. C. Hume,
the chapter's director of education,
the visits represent a new applica-
tion of sound movies to executive
training of a specialized nature. In
previous years, N.A.C.A. sponsored
several discussion groups devoted to
current problems in cost account-
ing, but this is the first time films
are being used.
Realizing the value of motion
pictures combined with group dis-
cussions. Mr. Hume pointed out.
"During an actual tour, time is lost
in assembling the group, traveling
from point to point and rounding
up stragglers. Factory noises make
explanation difficult and it is some-
times impossible to view key proc-
esses because of hazards or time
schedules.
"Motion pictures, on the other
hand, permit a concentrated visual
explanation of industrial processes
without wasted time. Dangerous op-
erations can be filmed and it be-
comes possible to cover industries
located outside the area."
Each film showing will be devoted
to the operations of a particular in-
dustry with a discussion period ana-
lyzing the cost accounting problems
following. Three phases of the pe-
troleum industry — prospecting,
drilling and refining — will make
up the first meeting.
» * »
Training Directors Hold 8th
Annual Conference at Purdue U.
♦ The oth Ammal Conference on
TiLMNiNG IN Business and Industry
will be held at Purdue University,
West Lafayette. Indiana, on October
4, 5. and 6. This is a regional con-
ference of the American Society of
Training Directors.
Operadio Acquires Basic Rights
on Automatic Slidefllm Systems
♦ Oi'kkauio Manufacturing Co.,
of St. Charles, Illinois has recently
acquired from Bendix Aviation Cor-
poration exclusive rights together
with sublicensing rights under the
group of Jenkins and Adair patents.
These patents relate to present dayJ
automatic sound slide systems con-
trolled bv signals on record or tape.
* * *
Four New Remington-Rand Sound
Slidefilms for Dealer Training
♦ A kit of four sound slidefilms to
train dealers" sales personnel in
merchandising techniques has been
recently introduced to the oftice ma-
chine industry by Remington Rand.
Advertising and promotion, de-
partmentalization and display, the
three elements common to effective
merchandising are fully expanded
in the series. Each of the films pro-
duced by the Jam Handy Organiza-
tion, runs approximately fifteen
minutes and each is a complete
presentation in itself.
Dealer requests for showings can
be made to the nearest Remington
Rand Dealer Sales Division branch
office.
* * *
Canadian Kodak Observes 50th
Anniversary — Founded in 1900
♦ CAN.4DIAN Kodak Co.. Limited,
marks 50 years of growth and prog-
ress this year. The Canadian sub-
sidiary of the Eastman Kodak
Company started in a narrow section
of a Toronto building in 1900, and
has grown until today, its Kodak
Heights plant occupies a large site
on the outskirts of the city.
Victor Animatograph Price Hike
on Four Sound Projector Models
♦ A price change on all Victor |
projectors has been announced by '
L. V. Burrows, vice-president and
general sales manager of the Victor •
Animatograph Corpor.\tion, i|
Davenport, Iowa.
Applying to shipments made after \
August 31, the schedule includes
increases on the Victor Envoy.
Lightweight, Triumph 60 and the
Victor Arc Projector.
TRANSMISSION "T" Stop Calibration
DESIGNING and
MANUFACTURING
of
Specialized lens
mountings and
equipment for
IBmni & 35mra
cameras ;
Animation Equipment ;
MOTORS (or
Cine Special, Maurer
and Bolex Cameras
LENS COATING
John C/emens - Erwm Harwood -.
NATIONAL CINE EQUIPMENT;
i 20 WEST 22nd ST., NEW YORK 10, N.Y^
RENTALS — SAliS
— SERVICE
Eyemo, Mitchell,
Bell & Howell, Wall,
Cine Special Cameras
Bausch & Lomb
"Baltar" lenses and
others for Motion
Picture Cameras
BUSINESS SCREEN MAGAZINE
li
It's quite a ston' . . . and it all ends with that
beautiful new Ford . . . made possible by
6,000 Partners, independent manufactiuers
and suppliers, contributing parts and materials
from Everywhere, U.S.A. Yes; it's quite a story,
well told and filmed in 16mm sound and color.
Produced for the Ford Motor Co. in the
interest of better public relations.
r
STUDIOS ^
HOLLYWOOO 38, CALIFORNIA
<N EAPOLI!
A NATIONAL NETWORK EXCLUSIVELY DEVOTED
to Sponsored Film Distribution
SHADED STATES INDICATE CONCENTRATION
OF 16MM SOUND MOTION PICTURE PROJECTORS
26 strategically located film exchanges, comprising the
nationwide film distribution network of Modern Talking
Picture Service, Inc., provide maximum efficiency in
print movement and more economical film distribution.
•^ Prints move faster — more bookings per print.
•^ Transportation charges are lower — 90% of audiences served are in first
and second postal zones.
■^ Program chairmen prefer a reliable film source close at hand — less expense
and delay.
•^ Localized audience contact and research result in bookings to the exact
specification of the sponsor.
■^ Close cooperation v/ith sponsor's branch offices — more dealer tie-ins and
participation.
■^ Uniform coverage of national or regional markets to selected types of
audiences.
Write today for facts and figures show/ng how the
Modern Network can improve your film distribution.
MODERN TALKING PICTURE SERVICE, INC.
TUKINi;
PICTURE
SERVICE
45 ROCKEFELIER PLAZA • NEW YORK 20, N. V. • Circle 6-0910
142 EAST ONTARIO STREET • CHICAGO 11, III. • SUparlor 7-05(«
612 SOUTH FIOWER STREET • LOS ANGELES 17, CALIF. • MAdison 9
Walker Williams Is Named Ford
Sales and Advertising Executive
♦ Walker Williams, former sales
manager of the Ford Division of
the Ford Motor Company, has
been appointed to succeed John R.
Davis as vice-president in charge
of sales and advertising of that
company.
Mr. Williams' promotion to one
of the top advertising and sales po-
sitions in the country highlights a
25-year career with the Ford Motor
Co., during which time he has
served in various executive posi-
tions throughout the country.
Over Half-Million Television
Sets Installed During August
♦ A record-breaking U.S. total of
587.700 television sets were in-
stalled during the month of Au-
gust, the largest number of installa-i
tions for any month in the history
of television, according to a recent
survey. The previous high mark I
was recorded last March, when
508,000 sets were installed.
This public rush to buy receivers
in advance of expected wartime re-
strictions and price rises has
boosted to 7,529.700 the estimated
total number of sets installed as of
September 1 throughout the coun-
try.
These sets are distributed in 63
markets, containing 62% of all
U.S. families and 67% of all U.S.
retail sales volume.
MPO Productions Enlarged N. Y.
Headquarters at 1 5 E. 53rd St.
♦ MPO Productions, Inc., one of
the youngest producers in the films
for industry field is moving to more
spacious quarters. After October:
2, 1950. MPO will be located at 151
East 53d Street, occupying the en-i
tire fourth floor.
In just four years MPO hasi
earned the reputation of being onei
of the top companies filming in
16mm color. MPO's rapid growth
in size and reputation has been
guided under the able direction of
Judd L. Pollock, president, and
Lawrence E. Madison, vice pres-:
ident and cameraman.
You can buy titles for less than
KNIGHT QUALITY sells for, buti
you cannot get greater value at
any price. That's why our titles!
cost less in the long run. !
THE KNIGHT STUDIO;
1 341 E. Ohio Street, Chicago 11, Illinois j
10
BUSINESS SCREEN MAGAZINE
•!
a
— says E. B. Peters, supervisor of personnel, The Ohio Oil Co., Terre Haute, Ind.
}l
11^ 18, 1950
7100 UcCormlck Koad
'^*-^"°°°' _ ^„.. that our Coopany
holds -"«,*""S;t l^rin o»r safety P-'f^^p^sent.-
-- "f 3Tt."-- - -- --- -^
tion to be absorbed by toe
hit hone. — <t>i our pro-
,, al.0 fi^a 0--i-^r.i°tertSSn^" «^°^'
socWl gatherings, ai=
°*°' , „ riven M eicella"'- serrtco
^ ra^,^i ^ ''"?oS «t«al experience, «
Tours very truUi
IBPtSFI.
FOR SHOWTNG industrial films of all types you
want a projector that brings out every detail-
gives unobtrusive operation — delivers fuU, natural
sound — and will stand up under hard usage. That's
why FiLmosound is the favorite in industry today !
Write today for further information and for our
new booklet, "Free Film Sources."
SINGLE-CASE FILMOSOUND
The 16mm Single-Case Filmo-
sound showTi here is only one
of several models available. It is
easy to operate and easy to
carry. And it's guaranteed for
lite!
Guaranteed for life. During life of the
product, any defects in workmanship
or materials will be remedied free (ex-
cept transportation).
You buy for life when you buy
Bell & Howell
Chicago -45
NUMBER 6 • VOLUME 11 • 1930
11
115
short films
now released by
BRITISH INFORMATION
SERVICES
A series of short films running
from 3 to S minutes in length
entitled
'THIS IS BRITAIN"
THESE FILMS cover a
great variety of subjects
and will be of interest to
teachers, adult groups,
industry, science clubs —
in fact, to all film users.
.Available free of charge
is a classified listing, with
such useful headings as
Art and Music, Inventions,
Scientific and Technical,
Ships and the Sea, etc.
Write for this
free listing and the
special sale and
rental prices
on
THIS IS BRITAIN '
to
BRITISH INFORMATION
SERVICES
30 ROCKEFELLER PLAZA
NEW YORK 20, N. Y.
BUSINESS SCREEN
The National Business Magazine
of Audio- Visual Communications
PREVIEW OF CONTENTS
The Offscreen Voice.. ^
Sight and SouikI of the News 8
Communication of Ideas: Vital to Our Na-
tional Defense Program 21
What Does ihe Audience Really Think? 22
Case Histories : Kerr-McGee : DeSoto :
Texaco: Puerto Rican Rum: Oil In-
dustry Films Presented in Detailed
Staff Analysis 26
''Versatile" Is the Word at Caravel 28
Trends in Business Film Production 29
Sweden Turns to the Business Screen...- 30
lAVA Holds Fall Meeting in New York 31
Business Screen Camera 32
Departments
The Commercial Newsreel 34
111 the Picture Parade 36
Television in the News.. 38
Business Screen Executive 40
New Audio-Visual Equipment 42
Plus: The National Directory
OF Visual Educ.\tion Dealers
statement of the ownership, management,
and circulation required by the act of
congress of august 24. 1912, as amended by
the acts of march 3. 1933. and july 2, 1946 (39
U. S. C. 233) Oi Business Screen Magazine published eight
times annually at six week intervals at Chicago, Illinois, for
October 1, 1950.
1. The names and addresses of the publisher, editor, manag-
ing editor and business managers are : Publisher and Editor.
Otto H. Coelln. Tr.. 818 Linden Avenue. Oak Park. 111.; Man-
aging editor. Robert Seymour. Jr.. 501 West 113th St., New
York City; Business manager, Harold Hall, 1656 North Bell
Avenue. Chicago, 111.
2. The owner is: Business Screen Magazines, Inc., 150 East
Superior Street. Chicago; O. H. Coelln. Jr.. 81S Linden Ave-
nue Oak Park. 111.; Robert Seymour. Jr.. 501 West 113th St..
Xew York City; Dale D. McCutcheon, Evanston, 111.; James
E. Almond, 221 N. LaSalle Street, Chicago; and May D.
Speer. Laguna Beach. Caliiornia.
.3. The known bondholders mortgagees, and other security
holders owning or holding 1 percent or more of total amount of
bonds mortgages, or other securities are : none.
4. The two paragraphs next above, giving the names of the
owners, stockholders, and security holders, if any, contain not
only the list of stockholders and security holders as they ap-
pear upon the books of the company but also, in cases where
the stockholder or security holder appears upon the books of
the company as trustee or in any other fiduciary relation, the
name of the person or corporation for whom such trustee is
acting, is given ; also that the said two paragraphs contain
statements embracing affiant's full knowledge and belief as
to the circumstances and conditions under which stockholders
and security holders who dn not appear upon the books of the
company as trustees, hold stock and securities in a capacity
other than that of a bonafide ov/ner ; and this affiant has no
reason to believe that any other person association, or corpora-
tion has any interest direct or indirect in the said stock, bonds,
or other securities than as so stated by him.
OTTO H. COELLN. JR.. Publisher
Sworn to and subscribed before me this 4th day of October,
I95I1.
HAROLD L. HALL, Notary PubUc
(My commission expires 12 July, 1954.)
For your 16 mm. educational
film requirements
use Precision . . .
• Over a decade of 16 mm. in-
dustrial iilm printing in black
and white and color.
O Fine grain developing of all
negatives and prints.
O Scientific control in sound
track processing.
• 100%opticallyprintedtratks.
• Expert timing for exposure
correction in black & white or
color.
• Step printing for highest pic-
ture quality.
• Special production effects.
• Exclusively designed Maurer
equipment.
e Personal service.
PRECISION
FILM LABORATORIES, INC.
21 West 46th St.,
New York 19, N.Y.
JU 2-3970
12
BUSINESS SCREEN MAGAZINE
"We are delighted with our
O^,,^^^ TAPE RECORDER"
Economical in price
Thrifty, Foolproof Operation
Invaluable Teaching Aid
JVlaiiy leading educators praise
Revere as the ideal recorder for class-
room use. So simple, even a youngster
can prepare it for operation in a
matter of seconds. And it saves ex-
penses by giving a full hour's record-
ing on one reel of re-usable tape.
Teachers like it for the excellence of
its high fidelity sound reproduction,
and pupils respond to it with gratify-
ing results. Moreover, Revere's price is
well below those of other recorders of
comparable quality. See your Revere
dealer, or write and we will arrange
a free demonstration.
REVERE CAMERA COMPANY • CHICAGO 16
Old recordingi aulomal-
icaliy erased as new oriel
ore mode. No danger
of double enposurei'
Magnetic lope can be
cuf, spliced, edited with
sciiiors and Scotch Tape!
No tape ii ever wasted.
Fast forward and rewind
speeds save valuable
timein moving tape lode-
sired position on the reel.
RECORDER
$15950
n
Show 16mm educational films at their best with
i^OUGT^G SOUND MOVIE PROJECTOR
Gives you bright, clear screen images and finest "Theatre-
Tone" sound. Shows silent movies, too. Even youngsters
can set it up and operate it easily. Slip-over carrying case
holds accessories, doubles as speaker to make <t A#\ AC A
single unit weighing only 33 lbs. Many ^gg
outstanding features. Priced amazingly low. como'efe
V L M B E R 6 • VOLUME 11 • 1950
13
I
CHARLES (^ede^;^ COMPANY
W^orlas largest manufacturer of
opaque projection equipment
Now is ready to introduce
tne rinest opaque projector ever made
...Not a restyled old model,
Lut tne result of entirely new tkinkin^
in tne field
G^
Watch for announcement
in the November issue
Of this magazine
For advance information, write or wire today to:
CHARLES (Ssde^5^ COMPANY
Dept. F •
60 Badger Avenue, Newark 8, New Jersey
14
BUSINESS SCREEN MAGAZINE
LEADER in slide film recording
. . . because RCA VICTOR
is convinced
Contact an RCA Victor Custom Record
Sales Studio, Dept. 9E.
NEW YORK: 120 East 23rd Street
New York 10, New York
MUrray Hill 9-0500
Write for our Custom Record Brochure today!
A slide film
should
sound as good
as it looks!
Your slide film recording requires the same expert care as the
film itself. RCA Victor— through its 50 years of research and
experience in the reproduction of sound and the latest
electronic techniques— gives you a thoroughly engineered
record and complete, efficient service in . . .
RECORDING
PROCESSING
PRESSING
ir Ttie most modern sound-reproducing equipment and facilities...
latest developments in automatic frame-progression recording.
•k Engineers, specializing in slide film recording, assure the best
presentation of your slide film story.
if Pure Vinylite plastic records — both standard and microgroove —
packaged in special slide film shipping cartons when desired.
* An extensive music library service.
* Careful handling and prompt delivery.
CHICAGO: 445 North Lake Stiore Drive
Chicago II, Illinois
Whitehall 4-3215
custom
sales
HOLLYWOOD: 1016 North Sycamore Avenue
Hollywood 38, California
Hillside 5171
Radio Corporation of America
RCA Victor Division
NUMBER 6 • VOLUME 11 • 1950
15
Ansco Color TYPE 238
16mm Duplicating Film
GIVES YOU ALL 5!
Ansco, Binghamton, New York. A Division of General Aniline M^^^M 0 ^* ^^^k V ^B ^V
& Film Corporation. "From Research to Reality" ^^ J^ J^ J^ g^^^ ^^^^ ^^^^
2g BUSINESS SCREEN MAGAZINE
Leading Industries
Tliroughout the Nation
prefer
VICTOR
16mm SOUND MOVIE PROJECTORS
Victor reaches into the heart of American industry — with a
complete price and utility range in 1 6mm projectors designed
for modern selling and personnel training.
Industry pacesetters, like United States Gypsum Company,
make Victor and 16mm sound films a prominent part of their
progressive sales and training programs.
Select a Victor to meet your specific business requirements.
Acquaint yourself with Victor value and versatility by writing
today for your Victor Industrial Booklet.
A DIVISION OF CURTISS-WRIGHT CORPORATION
Dept. Q-28, Home Office and Factory: Davenport, Iowa • New York • Chicago
Distributors Throughout the World
M M B E R 6 • VOLUME 11 • 1950
17
n
For bright, clear pictures on the screen, be
sure to ask for General Electric projection
lamps. Research is constantly at work to
improve them . . . help you get more for
your money. That's one reason most pro-
jector makers use GE lamps as initial
equipment. Incidentally, there's a new look
to most G-E Projection lamps. They've
been streamlined inside . . . for better per-
formance. Haie you looked at one lately?
GE LAMPS
generalSelectric
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE UBRARY!
The rapidly-growing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details on how to
acquire copies of these useful Guides.
BUSINESS SCREEN MAGAZINE -:- 150 EAST SUPERIOR STREET — CHICAGO 11, ILLINOIS
Midwestern Studio Produces
TV Programs In Record Time ii
♦ Every week of t!ie current
football season, one of the na-
tion's toughest film assignments
is being fulfilled by one of th&
oldest producing companies in
the business.
To Atlas Film Corpor.^tion'
of Oak Park and Chicago hasi
again gone the assignment of
putting together the All-Ameri-
can Game of the Week telecast
sponsored by Pontiac Motors.
And every Saturday, some-
where in the U.S.A., the gamei
chosen by a board of experts is
covered by Atlas camera crews
for commercials, local color and
the actual game itself.
The studio wheels begin to
roll on Saturday night v\'hen the
first negatives return to the
studio. From about midnight
on Saturday through dawn on
Monday, the films are devel-
oped, edited, sound-dubbed,
narrated, tied to commercials
and polished. On early Mon-
day morning they're ready to
leave Chicago's Municipal Air-
port on their way to some 30
television stations for the regu-
lar Tuesday night telecast.
Atlas vice-president Albert
S. Bradish, in charge of pro-
duction, personally supervises
the assignment, working in
close cooperation with ERNEST
Jones, vice-president of Mac-
Manus, John & Adams, Ponti-
ac's Detroit advertising agency.
Fire Prevention Week "Short"
Plays 3,000 Theatres and TV
♦ A new one-minute film on fire
prevention is spearheading the
National Board of Fire Under-
writers' campaign during Fire
Prevention Week. The film was
produced by Pathescope PRO-
DUCTIONS, New York, being
adapted from The Torch, a 20-
minute subject by the same pro-
ducer. Showings will be spon-
sored by local fire departments
and insurance agents.
George Finch Addresses Soles .
Executives Club in Rochester
♦ George B. Finch, vice-presi-
dent in charge of sales develop-
ment for The Jam Handy Or-
ganization, will address a meet-
ing of the Sales Executives
Club in Rochester, New York
on October 9.
Mr. Finch's talk will intro--
duce The Other Side of the
Picture, a motion picture pro-
duced for Dearborn Motors
Corporation by his studio.
18
BUSINESS SCREEN MAGAZINE
We bring na canvas chairs ia trarh .
Films for Industry Business
Film Clients Include:
American Can Co.
William L. Barrell Co.
Boonton Molding Co.
Robert Broeckman Productions
Burlington Mills Corp.
Calling AH Girls Magazine
Al Capp Enterprises
Cincinnati Milling Machine Co.
Communin.- Chests of America
Formica Insulation Co.
Frankfort Distillers Corp.
Gruen Watch Co.
Richard Hudnut Co.
Johnson & Johnson, Inc.
Mac Gregor Goldsmith
Mahoney-Troast Construction Co.
Metro-Goldwyn-Mayer
Muscular Eh strophy Asso.
Proctor & Gamble Co.
Puerto Rican Rum Institute
Rubico Brush Mfg. Co.
Society of Plastics Industries
Socony Vacuum Oil Co.
Spaulding Bakeries
Sun Oil Co.
Univis Lens Co.
Westinghouse Electric Co.
Yale University
F
F
I
ilms for Industry makes every man and every idea
stand on two feet during the serious business
of producing outstanding color pictures for the best
medium in the business — the lighted screen m
the darkened room.
rom conference to cutting room, the ideas and
inspirations of capable, long-acquainted writers,
cameramen, directors, and editors collide and do
battle on equal ground; thus do the best
scenes, action, situations, and stories emerge —
a unifu'd victory of many mmds.
ntegnty of purpose is the only rule of combat.
The results speak for themselves. Ask Films for Industry
to screen one of the results for you, and let it speak.
Highly Persuasive Films ...
in Color — or Black and WTtiie
for Screen or Television
FILMS FOR INDUSTRY, INC.
V EW > O R K — I 3 3 WEST 5 2 n d STREET
PLAZA 3-2800
PHILADELPHIA— MOO WALNUT STREET • KINGSLEV 5-0831
rUMBER 6 • VOLUME 11 • 19 3 0
19
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AUDIO PRODtCTIONS, INC
6 3 II NINTH
^«?°yj55f,i'i;.i'?jr.^n,'iis^'»'"
FILM CENTER
YORK. N .
BUSINESS
SCREEN MAGAZIN:
20
Visual Training and Coniniiniication of Ideas
Are Key Factors in National Defense
OIR \^ORLD OF FILM is enmeshed in an-
iither greater world of dynamic, history
making events. .-Vs a medium of idea com-
imiiiiatioii more complete than any other, with
pecial prerequisites for the critical tasks which
listorv has now placed at hand, films will now
le re-examined and retried as our defense pro-
ram takes shape.
In man\' quarters of official X^ashington, for
xample. the re-examination will be undertaken
y less familiar hands. .\s ever, the more pouer-
ul means, the more complicated means can so
asily appear less desirable to those who dis-
rust the technicality as compared to other media,
he balance of solid guidance and clear thinking
n how we shall make and use these tools of
udio-visual communication in the training and
idoctrination of millions of our countrvmen
nd the friends of freedom evervwhere lies with
le experienced professionals within government
nd tried and proven services outside.
There .^re Experienced Hands Available
It is reassuring to recall familiar names with
roven records of experience with film in kev
ositions of responsibility — men like Herbert T.
dwards. the State Departments international
lotion picture chief: Floyde E. Brooker. visual
ids executive for the U. S. Office of Education:
le experienced hands of Lyle Webster and
;teran Chester Lindstrom in the U. S. Depart-
lent of Agriculture motion picture activitv: and,
f most recent importance in the news. Xalhan D.
olden, the Department of Commerce film vet-
an. who now heads the Motion Picture Section
[ the National Production Authoritv.
In this resume of civilian experience available
I our defense program, the appointment of Nate
olden was a most logical step. It followed the
|ually logical larger course which has placed
e National Production Authority within the
ipably administrated Department of Commerce.
!cretary Sawyer has the confidence of all seg-
ents of L. S. business and industry. FuUv
ipreciating the tough and thankless job which
ust place defense needs first and foremost at all
Ties, his fellow .Americans know that Charles
iwyer brings efficiency and fairness to this most
tal task. They will not fail him.
Films' Role in Key Defense Procr.ams
It is these direct responsibilities of film within
e defense program which concern us. We
)ssess a training medium and the means to
eate it economically and successfullv for such
sks as civilian defense, plant securilv programs,
nd-raising, material production, and public in-
rmation on defense problems.
A private citizen's constructive suggestions may
■ in order to help accomplish what we know
lod films can do in such defense programs as
" have outlined:
1. Continue the excellent precedent of Mr.
)lden's appointment into the presentlv shap-
z format of our Civilian Defense program. We
respectfully submit the qualifications of Floyde
Brooker for this post of visual aids chief for
civilian defense. His unequalled experience in
guiding the production and utilization of 467
training films and a like number of filmstrips
for skill training in World War H is an asset to
our country which it should use to the fullest
extent. L nder Mr. Brooker. government did
more than pay another big war time bill, it made
a solid and sensible investment in useful mate-
rials which has already returned more than a
quarter of a million dollars in royalty income to
the L . S. Treasury.
GiARD Against Extravagant Waste of Funds
2. Coordinate as an adWsory group to the
Bureau of the Budget these and other experienced
film men and women in government to safeguard
against duplication of materials, wasteful and
whimsical expenditures for elaborate and wholly
unnecessary production facilities, etc.
To elaborate this second point, we hear with
growing concern that Hollywood film promoters
are again attempting to unload their unprofitable
studio properties on our defense establishment.
The World War II record clearly indicated the
needless waste of such investments. Those who
are lured by inexperience to the idea that enter-
tainment film makers have any special preroga-
tives beyond their fields of fiction and fantasy
need only look at some of the terrible examples
of so-called training films which emerged from
Hollywood in a certain era of \^'orld War II.
Get The Best Wherever .Available
Pick the brains, skills, and facilities of those
best qualified to serve and get what we need to
expedite the defense job without waste of film or
funds and on time.
It's high time that we regarded this business
of film making and film use as a wholly profes-
sional and business-like procedure. Government
turns to clearly qualified suppliers for the guns,
planes, tanks and gear to guard our freedoms:
too often in the past has it relegated just as great
responsibilities for training men to use defense
Millions in Aldiences like these in lands
abroad have been and will be served fev the Inter-
national Motion Picture Program of the State
Department as ne strive for peace.
** • '* *-L^ lit • ■ ■' I
equipment to untried, semi-professional and ama-
teur experimenters or to such wholly unqualified
channels as the entertainment film companies.
The Record Is Indisputable
Now we submit the record of the producers
who were responsible for more than -3.000 in-
dividual titles in World War 11, serving with dis-
tinction the Training Film Branch of the Navy
the Coast Guard, the V^'ar Production Board, the
Labor Department, the United States Office of
Education, and a long list of other services and
agencies. They are at hand in Viashington, Phil-
adelphia, New York. Detroit, Chicago, St. Paul,
Los Angeles and other centers of population and
production, strategically and convenientiv located
to serve and qualified by experience beyond the
shadow of a doubt.
Broad Program of Industry Public Relations
and Reader Services Noted by Your Editor
■¥■ It s the "extra-curricular" responsibilities that
keep a publishing business from getting dull As
an example, the Editor of Business Screen has
been called upon in recent months to address
sizeable sponsor groups in Chicago, the Tri-
Cities, Washington, D. C.. and Hollywood Beach,
Florida. Special articles have been prepared
for numerous general and trade publications as
well as special statistics on the industrv. film
references, etc. Consultation with individual
companies and government executives occupies
third place on our activity schedule but first
priority on behalf of successful use of the
audio-visual medium.
The influx of film title requests, matching the
growth of the subject matter itself in terms of
thousands of films, is still another editorial serv-
ice responsibility. Somewhere near 15.000 film
titles will have been alphabetically classified for
instant reference through our recentlv installed
Remington-Rand ""Line-Dex" svstem.
The plain truth is that this ever-growing field,
plus vital new responsibilities to the defense
program shared with our industrv and govern-
ment, is inclined to swamp the boat at times.-
W hile bailing out this month, however, we man-
aged to produce a little over 168.000 pieces of
original film information literature. That includes
the more than 8.000 copies of this issue of
Business Screen, we're happy to say.
It is our conviction that these public relations
tasks are vitally important to the solid develop-
ment of this field. Our only regret is that we are
not able to give of ourselves and our facilities
to the fullest extent of the opportunities afforded
by a medium so widely appreciated and yet so
little understood by so many whom films can
profit most. — OHC
UMBER 6 • \OLL.ME 11 • 1950
21
Blanche Thebom and Ezio Pinza are among the stars featured in "Rehearsal"
What Does the Film Audience Thinii?
EXTENSIVE TESTS CONDUCTED BY SCHWERIN RESEARCHERS GIVE
FACTUAL DATA ON REACTIONS TO SEVEN TELEPHONE PICTURES
BUSINESS SPONSORS of public relations
films have generally measured the effective-
ness of their offerings by two criteria:
quality of the film, largely based on their own
opinions, or the audience reaction reports re-
ceived from groups which have viewed the film ;
and quantity of audience, the number of people
estimated to have seen it. Thus, with this yard-
stick, any picture which receives generally favor-
able reports from adult audience group chair-
men or school teachers who fill out the customary
forms, and which runs up a sizable audience, is
usually conceded to have been an effective and
successful tool in the company's public relations
program.
Although there are several fallacies in this
system of measurement which have been appar-
ent to most sponsors for some time, it is still fre-
quently offered as the best, or even the only,
method of gauging a picture's value to the com-
pany. ("A million people saw it. and they all
said they liked it." I
Other Media Standards Do Not Apply
The methods of measurement used by other
media do not apply in most cases to films. Few
motion pictures designed for general audiences
are shown with the purpose of selling goods — a
valid measurement of printed or radio advertis-
ing. Film distribution is largely non-competitive
in that the audience, once seated, may not register
disapproval by turning a page or twisting a dial.
Reaction reports sent in by the leader of an
audience group may not be too reliable as an
indication of the actual disposition of individuals
in the audience to the film. It may even be true
that a seemingly "good" picture reaching a large
audience is a boomerang doing more harm to
the sponsor than good despite surface evidence
to the contrary.
The problem of measuring audience reaction
has been foremost in the thinking of many busi-
ness film sponsors for some time. It has re-
ceived considerable attention at all recent meet-
ings of the Industrial Audio Visual Association
and will be a key point of discussion at (he Octo-
ber lAVA meeting in New York.
Develop Techniques For Testing
One solution to a useful attitude measurement
system, and perhaps the most extensive conducted
to date, is the series of tests just completed this
summer by the Schwerin Research Corporation
for the American Telephone & Telegraph Com-
pany. More than just a reaction test of specific
films, the Schwerin and AT&T project was a
joint undertaking to devise a sound methodologi-
cal technique for the testing of films.
Two reports were actually made. One on four
"Before Your Telephone Rings" was pro-
duced for AT&T by the Palhescope Company,
AT&T motion pictures, and a second, also on
four films, including one from the first group
after revision. In the first group were: Teh-
phone Screen Review No. 8: a newsreel type of
film with running commentary, covering two
subjects — the San Francisco Chinatown telephone
exchange, and Bell System's Automatic Message
Accounting method. The film included a four
minute commercial that was also used on Re-
hearsal, one of the other films studied. Before
Your Telephone Rings: a telephone is seen being
installed as a family move into their new home,
after which the film goes on to show the complex
operation in back of this seemingly "easy" job.
Just Imagine: The 433 parts in the modern
telephone are shown by stop motion camera tech-
nique "assembling themselves" into a complete
instrument, while the story of their research and
manufacture is told.
Rehearsal: The camera covers an informal
rehearsal for The Telephone Hour radio show
involving Donald Voorhees and the orchestra,
"Telephone Screen Review No. 8"
reel type of sound motion picture.
IS a news-
u
Ezio Pinza, Blanche Thebom, Wallace MagiU,
Floyd Mack and Tom Shirley. During the final
duet, the setting changes from "rehearsal" to "on
the air. '
These four films were each tested both in New
York City and in Wisconsin rural communities a j
to a total of about 8.000 persons. Reactions of fl|i
urban and rural audiences were thus obtained r
and compared. The four Wisconsin comnumi-
ties in which tests were conducted were Colum-
bus. Fort Atkinson, Juneau and Stoughton.
Scores Measure Interest of Viewers
The basic test sessions for these films were
conducted in the same way as the Schwerin
System's radio and television sessions. The scores
given in the report were, therefore, measures of
interest or liking, obtained by having the audi-
ence check their reactions at frequent intervals
while watching the films. The higher a score, the
higher the interest, or liking.
In addition to the qualitative tests of the films,
a detailed series of questions was also developed
to measure changes in audience attitude brought
about by viewing the films.
The complete first report constitutes a sizeable
book indicating audience reactions and attitudes,
in Wisconsin and in New York, both before
viewing the films and after. The main findings
brought out were as follows:
. . . Three of the films were well liked in both
22
BUSINESS SCREEN MAGAZINE
lew York and Wisconsin. Rehearsal was well
ked l)V the .New York audience, but poorly re-
cived bv the Wisconsin one. Informality and
imaginative" material seemed not to be as well
ked bv the rural audience as more direct ap-
roaches.
. . All the films were better liked in New Y'ork
jan in Wisconsin, to varying degrees.
. . The commercial was about as well liked by
olh audiences, and only a little more effective
mong the New York viewers in terms of remem-
rance and belief. This was true even on Re-
earsal. although the Wisconsin audience liked
le rest of the (ilni much less than the New York
udience.
Unfavorable Effects Are Reve.vled
. . One important result was the revealing of
vo unfavorable effects that otherwise would have
one unnoticed.
. . In the case of Screen Review !\'o. 8 there
as an increased feeling on the part of the audi-
ice that all the mechanical equipment shown in
le film would cause loss of jobs among telephone
jmpany employees. .\n unfavorable effect cre-
led by Juit Imagine was an increase in the feel-
ig that the company was not doing all it could
o to provide service for evervone who wanted
; perhaps because the film showed a type of
lodern instrument that many viewers wanted
ut did not have.
. . Women liked the films better than men did.
nd older people liked them better than did
ounger adults. These differences were more
larked in the New York tests. Other rural
eople liked the films better than farmers did.
Films R.\te With Top Radio, VroEO Shows
In both New Y ork and \^ isconsin, however,
le films were hked about equally as well as top
idio and television shows regularly tested by
le Schwerin system.
After the results of the first tests were studied,
.T&T and Schwerin conducted a second series
esigned to answer these questions:
. Does the method or place of a test affect the
results?
. Can the findings be used to improve films?
St every Stale in
nion sends to the
•ystem's Western
r factories some-
rom its rich store
urces, so that you
kve all America at
four dhow.
^^n BELL TELEPHONE SYS
"Jl'ST Imagine" produced hy The Jam Handy
Organization shows telephone manufacture.
3. \^ hat types of films affect which attitude
areas?
4. Can new films be pretested?
The second report studied audience reactions
to these four films:
Telephone Screen Review No. 8 (a revised
version)
Story Without End (a new. unreleased AT&T
film I
Parade of the Relays
Speeding Speech
Screen Review .\o. 8 was chosen for revision
because of the unfavorable effect referred to
above. The revision consisted of redoing portions
of the narration which had to do with billing ac-
curacy and with technological unemployment;
there were no changes made in the pictorial
content.
To determine whether the method or the place
of a test affected results. Schwerin conducted the
first block of tests at the Museum of Modern Art
Theater in New York. The letters of invitation
specifically told these audiences that the sessions'
purpose was the testing of films.
Though it was desirable to run future tests at
National Broadcasting Company studios, this
change might have conceivably lead to different
results from those obtained at the Museum. The
TciviMY Tei.epho.ne and his magic hopper are
featured in the film "Just Imagine."
shift in location was one variable. .Another and
more uncertain influence was that the Museum
audiences knew in advance that they would view
films, while the NBC audiences would see the
films unexpectedly and only as part of a testing
set-up that also included radio and television
programs.
By comparing profiles of audience likes and
dislikes at various stages of the showing at both
NBC and the Museum, it was found that the
graph contours for both audiences were virtually
identical throughout. It can therefore be con-
cluded that the place or method of test does not
affect the results.
Effects of Changes Show.\ in Tests
The results of the second Schwerin report for
.\T&T brought out the following findings about
the films tested:
. . . The revisions made in the narration of
Screen Review Ao. 8 definitely made that film
more effective than it was in its original version.
The most important effect of the changes was to
create a favorable impression regarding techno-
logical unemployment, since the films revised
version made it clear that machines mean more —
not fewer — jobs. Removing this weakness also
had the '"halo"' effect of making other impres-
(CONTINUED ON PACE F O R T T - F I V E>
SECOND TEST SERIES: DEGREE OF LIKING FOP FOUR FILMS
82%
83%
' ' a 1
73%
•:■:-:•:•:•
B
^■i-iviv*
B
TELEPHONE
SCREEN REVIEW
NO. 8
(RevUed)
STORT PARADE
WITHOUT OF
END RELAYS
SPEEDING
SPEECH
FIRST TEST SERIES; DEGREE OF LIKING FOR FOUR FILMS
84%
81%
1
SCREEN REVIEW BEFORE TOUR
NO. 8 TELEPHONE
RINGS
JUST
IMAGINE
REHEARSAL
These two graphic diagrams show the test results obtained by Schwerin on seven different AT&T films.
« L M B E R 6 • VOLUME 11 • 1950
2a
Groning Trend Toward National Organization
of Business and Training Film Producers
-K A week doesn"! pass u itliuut at least a few calls
in each of our four nationwide Business Screen
bureau offices (New York, Washington. Chicago.
and Los Angeles) wherein a sponsoring com-
pany, ad agency, or another producer asks for
information on a new and comparatively un-
known film production company.
The hundreds of "names" in telephone and
citv directories under the classification ''motion
picture producers' offer no distinction as to ex-
perience, financial stability, staff or special in-
terests. Anyone with a desk and a phone is
capable of seeming like a dependable production
source until proven otherwise. But the buyer
pays heavilv for such mistakes and the audio-
visual road is littered with the remains of hope-
ful film programs that perished through careless
or incapable handling. The lure of television's
apparently large potential has brought in even
greater numbers of wishful wildcatters. Before
strangling on their own penurious t.v. output,
some of these video "specialists" are already
making desperate overtures for regular business
film contracts.
The Wrong Side of "Pictire Street"
The resultant confusion is confounded twice
over by some of the entertainment industry's left-
over "B" and "C " producers, now fugitives from
tumbling boxoffices. Although only "big busi-
ness" interests these masters of the gag and
cliche, there is an apparent readiness to "take"
any business to keep the sheriff away.
An awareness of the buyer's peril in these
situations was acknowledged by the Association
of National Advertisers in its publication (via
the ANA Films Committee special group} of the
"Check List for Producer and Sponsor Respon-
>ibililies'" in 1918. Representatives of the Ameri-
<an Association of Advertising Agencies have
expressed similar concern as have the experienced
film department executives who comprise the
professional membership of the Industrial Audio-
Visual Association. Now there are definite signs
of group action on the part of the reputable, ex-
perienced companies who hold rightful claim to
the designation "Business. Factual and Training
Film Producers."
Training for Better Plant Security
* \:\ ideiue of the grow ing concern of both
Washington and industrial leadership with the
defense problem of plant security is reflected in
recent correspondence to us. All workers in cer-
tain key industries are part of this problem as
well as all degrees of management. Getting under-
standing without affecting delicate balances in
labor-management relations and maintaining a
light program of indefinite duration are not easy
tasks. Films like Guardian Against Sabotage and
Locked Security are typical military training
subjects which may be applicable but some new-
subjects are also needed.
All types of aids such as booklets, posters, and
recordings can help during indoctrination meet-
ings. The ABC recording of the comprehensive
radio program Communism V. S. Brand is a rec-
ommended reference. Further details will be cov-
ered in an early feature article bssed on mate-
rial research now being conducted.
Subject: Add Definitions For the Field
M A good friend of proper film utilization and
of Business Screen is assistant professor J. J.
Jehring at Cornell's School of Industrial and
Labor Relations. He suggests broadening the term
"filmography " as a properly descriptive word to
cover film title and source references. In the
spirit of this suggestion, we" re at work on "film-
ographies" of the printing and publishing in-
dustry, on atomic defense and home security, and
for civic and municipal government film pro-
grams.
Large Industrial A-V Market Still Open
■¥■ For your potential 16mm film distribution and
sound slidefilm equipment market figures note
the fact that there are more than 24.600 indus-
trial plants in the U. S. employing over 100
workers. These employ 73 /< of all industrial
workers. More than 4.000 of the plants, mostly
larger ones, have been noted as equipped for
16mm sound projection. Undoubtedly many more
thousands have equipment or access to it.
A Temperance and Tolerance Picture
Tells Facts About the Alcohol Problem
-K As election time draws near in the state oflitiF
Arkansas, voters will be faced with a decisioB|l fc
on whether that state goes "dry" or "wet." Advo- ^
eating a middle-of-the-road program that scorns
the hypocrisy of so-called total prohibition and
its attendant lawlessness but is just as firmly
opposed to uncontrolled liquor distribution is the
Temperance and Tolerance Association of Amer-
ica.
Film Tells Founder's Life Story
Comparatively lesser known than its stern-
visaged and uncompromising contemporary, the
Women's Christian Temperance Union, T & T
owes its existence to a courageous Nebraska
WCTU "rebel" Mrs. Ida M. Thurber of Lincoln.
Mrs. Thurber sought a workable solution to the
alcohol problem and her story is the keystone of
a new 48-minule sound motion picture And the
Truth Shall Make You Free produced by Wild-
ing Picture Productions. Inc. and now w idely m ■
show ing to adult audiences. I '
And the Truth ... is being seen by a lot of
group audiences in -Arkansas where T & T has
made numerous prints available. It makes a com-
mon-sense approach to the alcohol problem
improved state control, and greater respect for
law and order. Bookings of the film are free
and audiences outside of Arkansas can obtain
prints for showing from the Chicago headquar-
ters office of the Association at L50 E. Superior
Street.
ir
Distribution Details Arranged by Modern
Distribution for the Temperance and Toler
ance Association film is in the capable hands of
Modern Talking Picture Service. Inc., whose na-
tionwide exchange facilities make it possible to
get maximum showings out of a limited supply
of prints for which demand is indicated by
church and other adult discussion groups all
across the country. Special campaign assistance
and direction was arranged by Modern for the
Arkansas showings, covering hard-to-reach rural
areas and large cities where the film is expected v
to play a useful part in arousing informed public
opinion.
The success of And the Truth in its educa- 1
tional mission to broaden public thinking on ;
the alcohol problem is being closely watched by
other users of public relations films.
"And the Truth
Shall Make You Free"
I scenes, left to right I
Judge; '"I' ma teetotaler,
because I choose to be.'
» * *
Illicit stills bring havoc
to those who run them
and to unuary consumers.
* * *
Merchant; "Let's
adopt a program that icill
bring us real temperance.
24
BUSINESS SCREEN M.\GAZINE
Jam Handy Research and Production
Makes "Waves of Green" Outstanding
■¥■ Frfqueiitly cited in reient months as one of
the outstanding general interest motion pictures
on an agricultural theme is Waves oj Green, the
38-niinute Technicolor tribute to America's land-
"rant colleges produced for Dearborn Motors
b\ The Jam Handy Organization.
This is an excellent example of the potential
use of the film medium for broad public relations
as audience kudos continues to reflect awareness
of the sponsor's contribution. The thoroughness
of research by Jam Handy, which took almost
two vears before cameras turned, is indicated in
the authentic documentation of the land-grant
college scientists' discoveries which have bene-
fited all mankind through agricultural progress.
It is this kind of definition of the American
\^av that will do more than flag-waving to re-
mind .\mericans of their real strength. There's
unusual drama in the real-life stories of the re-
search work of men like W. J. Morse who helped
develop the soybean industry, J. R. Beaudette of
Rutgers who helped conquer Newcastle disease
in poultrv and E. S. McFadden at Texas A. & M.
who developed rust-resistant wheat.
The film mav be secured for showing by
application to Dearborn Motors Corporation,
Dearborn. Michigan.
Drama of Modern Steel Construction
Told in Steel's "Building for the Nations"
■¥■ Chicago representatives of the financial, trade
and other publications and newspapers were a
most receptive audience at the recent previewing
of a new color and sound motion picture record
of the building of the Secretariat headquarters of
the United Nations in New York City, presented
by United States Steel. Host at the preview was
the public relations department of L . S. Steel sub-
sidiarv — Carnegie-Illinois Steel Corporation.
Building jor the \ation6 was begun as a color
film record of the fabrication and erection of
structural steel for this unique skyscraper. The
American Bridge Company, another U. S. Steel
subsidiary, was awarded this contract and Car-
negie, a sister company, made the ten thousand
structural pieces of steel to exact specifications.
As the drama of construction emerged into the
final climax of the dedication ceremonies with
President Truman and representatives of all the
Lnited Nations, the realization became apparent
that Loucks & Norling Studios, the producer, had
created a fine general interest subject.
Much of the technical detail of Building for the
.Nations, as the film now stands, will be of pri-
mary interest to technical societies and engineer-
ing schools. Shortening of the subject to high-
light the drama of towering steel, excellent color,
and human interest would broaden its audience
immeasureablv.
And there's final and significant importance in
the idea that this building itself, symbolizing the
industrial might of the nation, also symbolizes
"in steel and masonry the hope for peace and hap-
piness for all the peoples and all the nations of
the world."' — OHC
A New Fihiistrip \ isiializes
Effects of Mariiiiie Power —
Pile material story of the effects
of machine power on our stand-
ard of living is visualized in the
new Twentieth Century Fund
(ilnistri|i Machini' Honor Mrans
Plcntw Produced by Pathescope
Produ<'tion^. New York.
More machine power meai
higher productivity means
higher income for all
rvRTNFK I IN THE PRODUCTION LiNE is this uorker
in the Ford Motor Company plant.
The Significant Story of Dealer-Maker
Teamwork Is Shown in New Ford Picture
-K Several months ago. previewers at the Cleve-
land Film Festival judged a Ford Motor Com-
pany motion picture as their first choice in a
field of "'employee-management relations" sub-
jects. This picture. 6,000 Partners, is essentially
a "private-relations ' film and the story of Ford
manufacturing enterprise linked together with
and dependent on the prosperity and activity of
6.000 other independent enterprises, large and
small, who comprise the Ford distributor and
dealer family.
As a practical lesson in economics, 6,000
Partners clearly shows the division of profits by
Ford among its dealer family and parts suppliers,
from Maine to California.
The 20-minute film, produced by Raphael G.
>Xolff Studios of Hollywood, will be of general
interest to business groups, high school and
college students of business and economics, and
similar audiences.
And partners, too are the local Ford dealers.
^ ^f ^
Mr
RODUCTIVITY = INCOME
Machine Power As an Economic Factor
* The increase in recognition and understand-
ing of our American heritage has been high-
lighted by a dramatic color filmstrip. Machine
/'oner Means Plenty, recently released in New
^ ork by the Twentieth Century Fund. The
story traces the growth of machine power in
this country, and cites its amazing growth as
a major factor in our high standard of living.
The filmstrip was produced by the Pathescope
Company, and is based on the findings of a
survey. "America's Needs and Resources. ' Di-
rected by J. Frederic Dewhurst. economist for
the Twentieth Century Fund, the filmstrip
utilizes some of the latest methods of produc-
tion— combining photographs with art work,
drawings and charts in full-color.
These Salient Facts Are Made Clear
In its vivid 60 frames, with commentary
printed directly on the film. Machine Potier
Means Plenty points up these salient facts about
our economy:
1. The Lnited States uses almost as much
machine power as the rest of the world com-
bined.
2. An average hour's work in America to-
day produces five times as much as an hour's
work did a century ago.
.3. Use of machine power is a key factor
in the rising rate of output for each hour
worked.
4. This country produces about one-third of
the world's total output of goods and services,
yet has only 1/15 of the world's population
and natural resources.
Difference in Productivity is Shown
To illustrate these points, the filmstrip graph-
ically portrays the example of "Al Franklin.'
a mythical character created to represent a
typical American worker. Als grandfather used
a pick and shovel, and was paid SI for a 12-
hour day. \l operates a power shovel, and is
paid S3 an hour for an 8-hour day. It would
he superfluous to point out the tremendous rate
of output increase that has taken place in the
time covered by this illustration.
But the story of Al is the story of American
advancement, where machines have replaced the
back-breaking labor of men and beasts. Wages
liave gone up. Hours of work have gone down,
and the American people find themselves with
more leisure time, more income, and more bene-
fits to be shared by all.
The film-strip is distributed on a sale basis bv
the Text Film Department of the McGraw-Hill
Book Company. New York.
N U -M B E R 6 • \ O L IM E II
• 1950
25
CASE IILSTOIUES
STAFF REPORTS ON BUSINESS
MOTION PICTURES & SLIDEFILMS
Basic Principles of Selling Are
Applied in New DeSoto Slidefilms
Texaco Farm Picture Tells Story
of a Lad and His Prize Calf
Pictorial highlights in ''I\'eptune's Oil Fields"
New Color Film Shows Search
For Oflf-Shore Oil Resources
Sponsor: Kerr-McGee Oil Industries, Inc.
Title: Neptunes Oil Fields, 21 min., color,
produced by Robert Yarnall Richie Pro-
ductions, Inc.
■k Dotted along the shores of Texas and
Louisiana and many miles out into the Gulf
of Mexico, oil producers and drillers try
to tap the thirteen billion barrels of petro-
leum that geologists say is lying beneath
this part of the Gulf. No big strike has yet
been made, and the project so far has cost
ten times as much dollar-wise as the results
produced.
Most of the drilling so far has been only
up to a few miles off shore from platforms
driven into the Gulf bottom. Trying a new
tack, Kerr-McGee Oil Industries has been
surveying the regions many miles farther
out and has brought in several wells lying
under as much as 240 feet of water.
Neptune's Oil Fields is the story of this
project showing Kerr-McGee drilling from
a self contained unit operating from a con-
verted LST. The film shows seismographic
and magnetic surveying, directional drill-
ing techniques, living conditions on the
ship and something of the geologic forma-
tions containing the off shore petroleum.
This new film will be used for several
purposes and will be made available on
free loan to technical schools and societies
to show recent technological advances in
off-shore drilling techniques from Kerr-
McGee Oil Industries, Inc., Oklahoma City.
It will also be used for personnel recruit-
ment, showing prospective employees what
sea borne drilling rigs are like. Kerr-Mc-
Gee will use the film to demonstrate the
off shore fields possibilities to prospective
investors, also. •
■* "What you sell" rather than "how you sell"
is the principle adopted in a recent series of
sound slidefilms created for the DeSoto Di-
vision of the Chrysler Motor Corporation by
Rocket Pictures, Inc., of Hollywood.
Encouraged by the results of the Agi^ressive
Selling Series,* produced by Rocket in 1949,
DeSoto dealers are buying the new slidefilms
not because cars are hard to sell, but because
ihey need a permanent training package.
In none of the six films is an automobile
shown, therefore, they are not dated and can
be used as a training tool for many years to
come.
Those First All-Important Moments
You're Up. first in the series, shows the
salesman approaching the customer and han-
dling him during the first few minutes, so as to
sell himself, sell his agency and lead into sell-
ing the "car" rather than the "deal." It covers
those all-important introductory minutes when
the salesman should talk himself into the op-
portunity of presenting and demonstrating the
benefits and advantages of the DeSoto, and
what the customer will get for his money.
The Presentation again points out to old and
new salesmen alike what it is the prospect buys,
therefore, what the salesman should present.
Carrying through with this same treatment.
The Demonstration shows how relating the sell-
ing points of the car to the customer's indi-
vidual needs in a matter-of-fact fashion can
convince the prospective buyer of the car's
real value "to him."
You Have To Keep Looking For It
Handling the early appraisal request is shown
in the next film. Don't Be Backward, while
Prospecting points in an easily understood man-
ner, why constant prospecting is necessary and
the benefits of follow-up procedures, an essen-
tial part of the salesman's daily routine.
Closing the Sale presents actual methods of
procedure from the point of "throwing the
switch" to quoting the price for the first time
in the form of "your car and number of dol-
lars per month. We're all set . . . just sign
here."
Again, the art of closing is defined to the
salesman so that he controls the interview and.
if necessary, even calls in the Sales Manager
to help him over the hill.
These Films Show The Basic Stuff
Rather than telling the same story in the
same way, but with a new product design, re-
peated showings of the films made to this
formula re-emphasize principles to be used by
men in all selling activities, regardless of prod-
uct design. And, because they are not dated,
additional funds are made available for new
purchasing training films on attitudes, effect-
iveness and techniques of selling.
*The Aggressive Selling Series is a syndicated sound
slidefilm program available from Rocket Pictures,
7108 Santa Monica Blvd., Los Angeles.
of a *
good I
•k The Texas Company's Tex — The Story
Champion Calf, just released this fall, is a gooi
example of how interest can be developed and }
sustained for a new film long before it is ready
for showing.
Last spring, in the Texaco Farm Topics, a
newspaper widely distributed to farm families
across the country, it was announced that a movie
was going to be made of Daniel Krenek, a 17
year old Wharton County, Texas, boy who had
been presented with a beautiful white-faced Here-
ford calf named Tex. Dan was going to try to
raise the calf to become a champion in stock show
competition, and Farm Topics readers were in-
vited to send in their suggestions on care and
feeding to help him. At the same time. Audio
Productions was engaged to begin filming the
story on location in Wharton County.
Articles Build A Future Audience
While production was under way this spring
and summer. Dan wrote articles for Farm Topics
telling how Tex was progressing on his road to
the stock show purple ribbon.
What Texaco has accomplished in this build-
up is quite in contrast to the usual highly secre-
tive business film procedure. Texaco has now
not only a warm, human film story to show at
some 3,000 farm meetings this fall and winter,
but a very definitely expectant audience, proven
by the good response to the suggestion request
begun last spring.
Adding to the film's human interest, of course,
is the fact that Daniel Krenek is an actual person
and Tex is really his calf.
Distribution kicked-off late in September at a
big dinner in Wharton County attended by most
of the local stock-raisers and broadcast on sta-
tions of the Texas network. It will also be shown
at a special preview dinner for directors of the
American Hereford Association in Kansas City.
Will Be Widely Shown At Meetings
Following this, the Texas Company, and the
farm machinery manufacturers with whom the
company cooperates on some farm meetings, will
use the film exclusively. After a year, prints will
be loaned to various public and state film
libraries.
Tex is one of a series of Texas Company films,
earlier ones being on poultry raising and apple
Dan Krenek and his prize calf "Tex"
26
BUSINESS SCREEN MAGAZINE
■k
Research is dramatic bit! it's also a story of tireless human endeavor behind these gleaming toners is the drama of "24 Hours of Progress"
growing. Another is in preparation on dairy
:ows. to be filmed in Wisconsin.
Although the series is primarily planned for
he farm meetings, all the films, and Tex in par-
icular. should hold a lot of interest for all tvpes
)f audiences. Besides the personal slorv of Dan.
re.v is a color film, runs about 30 minutes, and
las an original musical score.
\ New Sales Motion Picture Inaugurates
the Puerto Rican Rum Market Program
sponsor: The Puerto Rican Rum Association,
ritle: Let's Make More Money With Rum, 13
min., color, produced by Films For Industry,
Inc.
k This new sales picture sets off a new cam-
jaign to aggressively promote Puerto Rican rum
ill year around. It marshals impressive statistics
:o prove that rum is far from being just a popular
summer drink, but is consumed equally in all the
iionths leading to a peak in December.
Frankly confronting the seasonal problem, the
ilm illustrates the new hard-hitting advertising
campaign ready to run in most leading national
iiagazines this fall from November through the
loliday season, pointing out that this is the extra
oush to regular all-year round promotion. It
shows the attractive and colorful display racks
and point of sale ginmiicks that have been de-
signed for dealers to tie in with the ad campaign.
Puerto Rican rum's campaign is unusual in
;hat it is directly financed by the Puerto Rican
government on behalf of one of the island's lead-
ing industries. It supplements individual promo-
tion of the various producers who conduct their
own campaigns and also tie in with the Institute
ictivities.
Let's Make More Money With Rum tells the
story of a jobber salesman, not meeting his rum
sales quota, who learns the background of rum
ss an American beverage (it was the universal
cup of cheer in early times — fortified Paul Revere
on his famous ride) . the American public's 6 to 1
preference for light — Puerto Rico type — rums,
and then goes out to successfully promote and
sell it to his dealers.
The picture will be shown to jobber salesmen
by the Institute's own missionery men, and bv
the sales staff of the individual rum producers
who are obtaining prints from the Institute.
Oil Industry Information Committee
Sponsors Human Story of the Business
* A new motion picture. 24 Hours of Progress,
is now being distributed to social, civic and
business clubs, schools and other organizations
under the aegis of the Oil Industry Information
Committee of the American Petroleum Institute.
Unlike last year's OIIC film. The Last Ten
Feet, which was a well edited version of clips
from many sources, the new- picture is all original
production reflecting the large amount of money
which went into it. Scene after scene is a photo-
graphic gem. dramatically filtered and accom-
panied by a moving musical score.
A Broad Panorama of the Field
Ralph Bellamy, the narrator, describes a day
in the panorama of oil industry operations and
relates them to everyday American life. He makes
an effort to show the human side of oil people,
from drillers to service station operators. He
describes the intensive competition of the indus-
trial giants as an important feature of the in-
dustrial progress that has made America strong.
Oil products are shown in the part they take
of birthing a baby, running farms, factories,
stores and homes while the camera darts from
place to place like a bee in a clover field. It
would seem that a strong attempt had been made
to cover every facet of the oil industry, the free
enterprise system, the dangers of government
controls and the handsome face of the American
scene all in one picture.
"Oil Progress Week" Coming This Month
Six hundred prints of 24 Hours of Progress
are now in circulation. The film will receive
wide promotion during Oil Progress Week, na-
tionally celebrated from October 15 to 21, and
will be circulated to audiences for several years
thereafter.
Louis de Rochemont produced 24 Hours of
Progress under the supervision of Film Coun-
selors, Inc.
Oil Companies Active Film Sponsors
•k Practically every oil company of any size
is an active user of the film medium. The in-
dividual Standard Oil Companies, Sinclair,
Shell, Humble, Tidewater. Sun. and other lead-
ing companies (including those listed in these
pages all have consistently used both internal
and external films in addition to participating
in industry-wide programs such as 24 Hours of
Progress.
Safety Education a Vital Task
During Oil Exploration Work
Sponsor: Geophysical Service, Inc.
Title: Make i\'o Mistake, 21 min.. color,
produced by Gulf Coast Films, Inc., a
corporation under the direction of Rob-
ert Yarnall Richie.
* E\ery day, almost every hour, some-
where in the world a shooter in one of
Geophysical Service's seismic exploration
teams sets off a dynamite blast. Observers
of the teams, with seismographic instru-
ments, record the data and oil producers
know- what kind of strata lie underneath
the blast area.
Dynamite is not unusually dangerous, if
handled properly, but it is tricky. Geo-
physical Ser\ice, using the explosive con-
stantlv in its work, has an enviable safety
record and intends to maintain it. Make
l\'o Mistake is part of the company's safety
program, and will become a major tool in
promoting safety among its employees.
The story of Jim Miller, a new engineer-
ing graduate hired as an assistant shooter
on a seismic exploration team, the film tells
how- he learns through mistakes and near-
mistakes the importance of safety not only
for himself, but for all the members of his
team. His safety education consists not
only of correct explosive handling, but also
related things such as insuring that all
drinking water used is pure.
Make No Mistake will be used for show-
ing to all company employees — from Can-
ada to Saudi. Arabia — and to all new- em-
ployees as they are hired. A Spanish
version has been prepared for South Amer-
ican employees.
Distribution outside the company will be
limited to qualified borrowers — technical
groups, oil companies, etc. from Geophysi-
cal Service. Inc.. Dallas. •
NUMBER 6 • VOLUME 11 • 1950
27
CONTINUING THE BUSINESS SCREEN .SERIES ON "MEET THE PRODUCERS"
Coffee-house scene in "Jerry Pulls the Strings . . . and ( right) a scene in "Answer for Anne'
"Versatile" Is the Word at Caravel Films
THERE IS AN old log book at Caravel
Films' offices in New York that records
titles, dates and details of all the firm's
productions during the past thirty years.
Among the hundreds of successful films noted
in the book are several of importance because
the)' mark milestones, not onlv for Caravel, but
for the whole business film industry.
E.\RLY CoMMERCI-\L FE.A.TURE ShOWS W.4Y
For instance, So This is Eden, produced by
Caravel in 1921. was one of the first feature-
length commercial motion pictures ever to be
shown in theaters. It extolled the merits of the
Hoover Vacuum Cleaner and was distributed in-
dependently through Hoover district managers.
Reports showed that a month of solid bookings
in any given district was not unusual. This en-
Production Conference at C.\r.\vel: fl to r)
Leary, chief, research and writing: David I. Pincus.
Mnuri GiihJherg. director and production manage
lertaining movie opened the eyes of a lot of busi-
nessmen to the motion picture's ability' to do a
first class selling job.
Another entry in the log, year 1931. tells how
Caravel produced one of the first "talkies " to be
used by a business firm. The client was the Ward
Baking Companv. and the picture. Better Sales —
Less Stale.
A Record For Problem-Solving
Still another entry tells how Caravel, in 1932.
contrived a projection machine that would stop
and start as desired — and at the same time permit
sound to be added to a stripfilm sales presenta-
tion. This early machine — improvised to meet
a client's needs — was one forerunner of today's
sound slidefilm projector.
These early experiments and successes in a
ore Joseph R. Kohn, director: F. Burnham Mac-
president: Jack Seinple. manager, animation dept.:
r: nntl Cinirnd Smith, urrter.
For three decades, this pioneer
has been meeting and .solving a
host of problems through creative
and ingenious solutions on the screen
new industry reflect the whole pattern of the
company's operations to this day. As a result,
Caravel has acquired a solid list of clients who
have found that whatever the business problem,
if some sort of sight and sound medium can
solve it. Caravel will come up with the solution.
While Caravel's staff is primaril)' made up of
motion picture and slidefilm technicians, it is
balanced by people who ha\e a comprehensive
knowledge of how business functions — people
thoroughly conversant with problems affecting
sales, merchandising, advertising, public rela-
tions and labor relations. In its role of business
I
Ca.MERA Room in the animation department at
Caravel Films N. Y. studios.
consultants. Caravel is active in building com-
plete sales promotion and sales training pro-
grams for industrial conferences and conventions.
Owned By The Men Who Make It Go
Head man now. and a partner since the com-
pany was founded, is David I. Pincus. He and
his associates, most of whom have been with
Caravel from 10 to 30 years, are sole owners of
the corporation.
During the thirty years of its existence. Caravel
has been active in almost every field in which
visual aids are utilized.
An early picture for Socony-Vacuum Oil Com-
pany, Inc. — designed to train salesmen and deal-
ers— led to the making of nearly fifty sound
motion pictures for this leading oil compan\.
Other Caravel productions have shown salesmen
bow to sell tires, batteries, blankets, carpets,
men's suits and innumerable other products.
"Jerry" Was .\nother Pathfinder
In 1938 a sound motion picture produced for
American Can Company — Jerry Pulls the Strings
— proved the receptiveness of schools to films
that are really educational. The subject of this
picture was coffee — how it is prepared for mar-
ket, and how the flavor is retained by packing
it in vacuum cans. The actors were puppets.
There were 85 of them! The finished film —
supplemented by a Teacher's Guide — offered a
wealth of study material in the fields of geog-
raphy. American history. English history. lit- ^
erature. English, art. dramatics and music. This
picture has been widely shown in schools and
is still in great demand.
In 1939. Caravel entered the field of television
w ith a number of pioneering films for Blooming-
28
BUSINESS SCREEN MAGAZINE
m
^
dale Bros., Inc. The show — promoting the latest
styles in dresses and costume jewelry — was tele-
cast from the sixth floor of the hig New York
department store to an asseinhlod audience on
the third floor. Ten years later a Caravel pro-
duction Sleppinsi Alons itilli Television was the
first film ever to be transmitted over the newly-
joined Eastern and Midwestern networks of the
Bell S\stem.
A highspot in Caravels career was the train-
ing program it initialed with the L. S. Office of
Kducatioii. Caravel proposed this program in
June of IWO — 18 months before .■\merica en-
tered the war. Its success was one factor in pro-
moting a more extensive use of training films by
the .\rmed Forces. Caravel made many war-time
training films.
Active In The Religiois Film Field
An event at the New York World's Fair sig-
naled Caravels entry into still another field —
the making of religious films. Westinghouse
Electric Corporation sank a ""time-capsule" deep
in the ground at Flushing Meadows — to be un-
earthed bv the people living on this planet per-
haps a thousand vears from now. The one book
chosen for inclusion in this time-capsule was the
Bible. This led to the sponsoring — by Westing-
house Electric and the American Bible Society —
of a notable film entitled ""The Book for the
World of Tomorrow.'
Other religious films followed in swift succes-
sion. One film in particular — Answer for Anne
— which Caravel recently produced for the Na-
tional Lutheran Council — won an Oscar as the
outstanding film shown in the Religious Division
of the 1949 Film Festival of the Cleveland Film
Council.
""Enterprise" Wi.ns Freedom Aw.uuj
During this same year a Caravel production
Enterprise brought to its sponsor. Cluett. Pea-
body & Co., top honors in the motion picture
field for "its distinguished contribution to the
American Way of Life and the principles cm
which it stands." The award was made at Valley
Forge. Pennsvlvania. by Freedoms Foundation.
Inc.
Caravel Films. Inc.. has its own completely
equipped motion picture studio at Hempstead.
Long Island. \l its executive offices. 730 Fifth
-Avenue. New York. Caravel also maintains a
slidefilm studio, ample cutting and screening
rooms, and a fully staffed art and animation de-
partment.
Miniature Set used in stop-motion sequence
for Rheingold rideo commercial^ ^v Caravel.
Trend Reports on
CONTINLTNG with our occasional finger on
the pulse of film data begun last spring
(Business Screen. March. 1950 1. we now
have information on the average length, color,
type of sponsor, type of film and audience for
motion pictures which came to our attention
during the last six months of 1949.
Whereas the average film length in our pre-
vious survev I of motion pictures during January-
June. 1949 1 w as 25.2 minutes, the average length
in our current study has dropped to 2.3.1 minutes.
The proportion of color film has increased
from 58"^ i to 61 ""f.
Food Industry Films Show Gain
We have broken down the categories of spon-
sors somewhat, to conform to those commonly
used bv most financial houses. (Trade associa-
tion films are categorized under their specific in-
dustries.) Films were sponsored by types of com-
panies as follows:
Food 10^
Public Itilities I up from 6''r ) 8fc
Miscellaneous I radio, textile, office
equip., etc. I - 870
Building Supplies — ^%
Electrical equipment I dowTi from 9%) ..- 6%
Machinery 6%
Petroleum (down from 8%) 6%
Automobiles o /c
Metals fnon-ferrous) 5%
Steel 4%
Airlines - 3%
Beverages & Confectionery — 3%
Drugs -' 3%
Household Equipment 3%
Rubber - 3%
Insurance & Finance 3%
And the following 2*^ or less: Merchandising,
Paper & Pulp. Railroads. Agricultural Machinery.
Banks. Chemicals. Tobacco. .\uto Accessories,
Natural Gas. .Aircraft Manufacturers.
Multi-Purpose Films Most Prevalent
.\s we have pointed out before, many films are
multi-purpose — designed for dealers, employes,
schools and general public, alike. In cases of
this tvpe we have listed them as "general pub-
lic." Here are audiences that films were de-
signed to reach:
General public (down from 53%) 35.1%
Specific prospects I up from 26%) 28.4%
Emploves exclusively (up from 6%) .... 13.6%
Business Pictures
Dealers exclusively I up from 10%) 12.1 't
Schools (upfrom'3'^; » 10.8';
As most business films have some relation to
the sponsors business, a good idea of what they
are about mav be obtained from the breakdown
of sponsor types. In addition to this, film subject
matter breaks down as follows:
Most Pictures Tell Product Story
Films chiefly about the products or services
the companv offers: 52.5' c
Films chieflv about the operations of the com-
panv— hou it operates, rather than on the prod-
uct, itself: 24.6' t
Miscellaneous films on travel, sports, health,
safety, free enterprise: 14.5 't
Films on business methods — sales training,
dealer education, etc.: 8.4%
Trends in Distribution
■*■ With plenty of audiences available to the
business film sponsor, the trend now continues
toward s^reater selectivity, matching the ideas
of the specific film to the more specific audience
for whom it was intended. There is sharp clea\-
age from the past in which sheer numbers of all
ages and kinds of people satisfied the sponsor.
In this trend, the adult business-industrial
audience rates high in the list of desirable out-
lets. Continued progress has been made by at
least one major commercial distributor in crack-
ing this field but only through constant effort in
promotion and the grouping of satisfactory pro-
gram material for continuous booking on a
weeklv showing basis. Factories responding to
this campaign now exceed a thousand or more
plants, mostly in the industrial East and Mid-
west.
There is also grow ing strength 1 as self-
equipped audiences 1 among the church groups.
Projector manufacturers report continued de-
mand, particularlv among Protestant churches,
for 16mm sound equipment. The availability of
strictlv religious films backs up a good supply
of other program material for discussion forum
use and for genuine recreation and sports in-
terests. The church is also finding that the me-
dium helps midweek attendance and aids focus
on program subjects by supplying useful back-
ground data on topics.
The total self-equipped audience was nearing
200.000 16nnii projectors.
N U -M B E R 6 • VOLUME 11 • 1950
29
A SPECIAL REPORT ON THE APPLICATION OF BUSINESS FILMS ABROAD
Employee plin ihun irii^s in ihc ASf.A electrical curircrn an- puiun-il ahov
Sweden Looks to the Business Screen
by Gimnar Anvin, Educational Department ASEA, Vasteras, Sweden
THE USE OF INDUSTRIAL FILMS in
Sweden is still on a comparatively re-
stricted scale. No survey has been carried
out to determine the extent to which such films
are used for educational purposes, but the pres-
ent position is that apart from the military ed-
ucational authorities there are only a few state
institutions and a small number of major in-
dustrial concerns employing films to this end.
The reason for this is mainly to be found in
economic considerations. The cost of producing
a film is considerable and the cost per copy will
naturally be high as the market for Swedish
films would be saturated by a very smal! edition
of each film.
Problems in Using American Films
Since the war American films have become
available, and quite a number have been im-
ported, but it has been found that these films
can rarely be used in the original version owing
to the language difficulty. Nor are satisfactory
transcriptions easy to obtain.
Especially films of a theoretical nature, but
also practical of a purely instructional nature,
often contain subtitles, inserts and measure-
ments shown in the actual pictures, and unless
these are also adequately translated, the result
may often be confusing rather than explanatory.
The difference in the units of measurement pre-
sents a difficult problem, as pounds, feet and
inches is confusing to an audience that is ac-
customed to think in terms of meters and kilo-
grams, but even in the absence of measurements,
the mere appearance of an unknown word may
be sufficient to distract attention from the pic-
ture as a whole. Other distracting factors may
be unfamiliar backgrounds and working condi-
tions, which often depart from those obtaining
in Swedish industry, and the Swedish worker
may find it difficult to identify himself with his
American colleague acting as demonstrator in
the film.
Nevertheless, there must be many American
films suitable for transcription, and which would
30
prove extremely valuable aids to industrial
training. The fact that transcription has not
been made on a more extensive scale is largely
due to lack of initiative in making a thorough
examination of the available American film ma-
terial and selecting those films which would be
suitable for Swedish conditions.
EGA Program Proves Most Helpful
Latterly the EGA mission to Europe has made
a praiseworthy effort to make available the
American industrial films, and quite recently a
number of such films were shown to industrialists
in Stockholm with the object of providing them
with an opportunity for judging the suitability
of the films for Swedish conditions. A number
of repeat performaiices are to be arranged in
due course.
Nearly all the major Swedish industrial con-
cerns of fair size have produced their own films,
mainly describing their work and products and
intended to create good will. Some State institu-
tions have also used this method for advertising
their "goods" i.e. service, for instance the State
Railways and the Post Office.
State Railvvays a Leading Sponsor
The State Railways (SJ) has quite an exten-
sive film library by now, containing about 400
films. About 100 of these can be hired by the
public at very cheap rates, being mainly tourist
films, while the remainder are of an educational
nature, being intended for the use of the rail-
way personnel. SJ possesses a well organized ed-
ucational department which uses films extensively
and also has at its disposal a number of pro-
jection rooms, as well as railway cars specially
equipped for film projection. Most of these
films are of an instructional nature, dealing with
the various duties of SJ's personnel, such as
safety service, materials handling, coach service,
but there are also propaganda films, e.g. "Save
Oil," produced during the war when scarcity of
oil made it necessary to observe strict economy.
With the aid of this film the economy campaign
was able to achieve a substantial reduction in
the consumption of lubricating oil.
Other State institutions which are known to
produce and use films for educational purposes
are the State Power Board and the State For-
estry Service, the latter institution having
achieved considerable success with its "Safety
First" films and instructional films teaching the
correct care and maintenance of tools. These
films are shown at the various lumber camps.
Mobile film units have been specially designed
for the purpose, equipped with projectors and
motor driven generator carried on lorries and
horse-drawn carts and sledges which are able
to penetrate to camps inaccessible to ordinary
transport. The older lumber jacks in particular,
are not interested in attending instruction
courses held at educational centers, but greatly
appreciate the visits that the film units pay to
their remote camps.
Also Show Workers Economic Facts
The production councils which were brought
into being a few years ago have greatly in-
creased the interest in economic problems and
as a result of this an organization has been set
up. called Economic Information, by the State,
the Employers" Federation and Workers' and
Employees' Federation. The organization has
produced a number of films with the object of
explaining the operative factors of national I""
economy. Ig
For the reasons mentioned above the private *
industries have not produced any great number
of films of an educational character, but many
firms make use of films which are already avail-
able for this purpose, especially in connection
with their apprenticeship schemes. The training ii "
films which have been produced are mainly con- I ■
cerned with the products of the firm in ques- I
tion, particularly their use and maintenance and f
(continued on page forty-eight)
Railway Car Screening of an instructional film
by the State Railtvays of Sweden.
BUSINESS SCREEN MAGAZINE '
AVA Holds Fall Meeting in New York City
INDUSTRIAL FILM SPONSORS' ORGANIZATION HONORS ROBERT FLAHERTY:
HEARS KEY TALKS ON FILM DISTRIBUTION, RESEARCH AND PRODUCTION
■ The Fall Meeting of the Industrial Audio
isual Association was held on Ortober 2, 3
id 4 at the Hotel Warwick in New York.
Highlighting the first day's sessions were talks
f Fred Beach, of the New York Central System
1 Films That Have Done a Job: Frank H. Ar-
jghaus. of Modern Talking Picture Service on
he Present and Future oj the Projessional Film
istributor; Tom Hope, of General Mills, con-
icting a seminar on the Grotcing Audience for
■jonsored Films: and Stanton Osgood, of NBC.
1 Your Films and TV .
Mr. Beach presented specific examples of
Ims that have accomplished particular pur-
jses. He showed a successful TV one minute
lot sponsored bv Castro Stores in New York,
1 American Cancer Society film, Westing-
3use's It's CSP for Me. Zenith's Phonevision
cture. and a short US Rubber sales film for
jme demonstration.
Dual Responsibility of the Distribltor
Speaking at the luncheon session, Frank
rlinghaus described the responsibility of the
immercial distributor as an equal balance to-
ard the sponsor and the audiences. The dis-
ibutor must be responsible that audiences are
ned with appropriate subjects, prints in good
mdition. and prompt delivery of films to meet
le booking date.
Mr. Arlinghaus said that recommendations
)nceming the selection of the right audience
itegories. and the sensitivities of various types
: audiences were the distributor's responsibility
I the sponsor, in addition to efficient mechanical
jndling and promotion service.
In the future. Mr. Arlinghaus declared, a
reater emphasis must be placed on specialized
romotion of films to serve particular audiences,
istead of merely seeking a mass distribution on
non-discriminatory basis.
L rging the regular showing of films at church
id service club groups is an important part of
[oderns current promotion activities. Results
ave been gratifying both to Modern's clients
ad the groups served, for average attendance,
irt of which has been attracted by regular fibn
lowings, has been increasing.
TV Executive Cites Lack of Free Time
Stanton Osgood, of NBC, said that the time
hen TV stations w ill accept sponsored films for
lowing on a sustaining basis is just about past.
lost major stations have little free time avail-
ble now, and station sales departments exert
reat pressure against programming commercial
Ims on un-sponsored time.
Robert Flaherty, famed '"father of the docu-
lentary film." was guest speaker at the luncheon
n October 3.
Mr. Flaherty described his introduction to
laking movies in 1913. Before setting out on
is fourth exploration to the upper Hudson's
lay regions in search of iron ore, Mr. Flahertv"'s
acker. Sir William Mackenzie, sent him to the
Lodak plant in Rochester to learn movie-making
1 a special two weeks course. Equipped with
this knowledge, great quantities of film, and
camera number 25 from a struggling young Chi-
cago manufacturing concern. Bell & Howell.
Flaherty spent the winter in the far north, pro-
duced 70.000 feet of negative, and inadvertenth
burned every foot on his first day back with a
carelessly dropped cigarette.
"Best thing that ever happened to me," Mr.
Flaherty said. He realizes now that his film con-
tained just scenic footage and unrelated episodes,
no story.
Brought Out "Nanook of the North"'
The following w^inter, backed by Revillon
Freres. the fur company, Flaherty went back to
the north, spent the w inter and produced a story
of a year in the hard life on an Eskimo family.
This was one of the first sponsored films designed
for public relations exclusively, and one of the
great pictures of all times in any category —
Nanook of the North.
Robert Flaherty brought all his equipment
along on this trip alone, transported it by canoe,
and produced the film with no help from any
other white man. All his co-producers were
Eskimo friends. His dark room was a shack of
his own construction. Water for developing and
washing w as cut from ice blocks in the river and
brought to his shack by dog sled. His prints
were made by passing negative and raw positive
stock in front of a small hole cut in the shack to
permit daylight to pass through while density
was controlled by a piece of musUn.
Flaherty Tells Ideal Film Opportunity
Asked what he thought of current sponsored
films, Mr. Flaherty said that the Studebaker
"father-and-son" advertisements offered a sample
of the type of treatment that could be developed
into fine films. "Our plants are full of wonder-
ful craftsmen — great film biographies could be
based on their lives," he said.
Discussing television, Mr. Flaherty thought
that there were unlimited opportunities, but much
work to be done. As a baseball fan, he regrets
Guest Speaker Frank .irlinghaus, president of
.Modern Talking Picture Service, shown below
ivith (I to r seated) Gordon Biggar, Shell Oil
Co.: 1.41 .4 president R. P. Hogan. Kraft Foods
Co.; and Jos. Schieferly. Standard Oil Co. (i\JJ.
1
Master Film Maker Robert Flaherty in a can-
did glimpse uith the youthful featured player
in his recently-famed ''Louisiana Story."
that the great drama of the game is not exploited
more fully by a wider use of close-ups.
Mr. Flaherty deplores the necessity Hollywood
feels for high budget, overstaffed productions.
He feels that all films, "entertainment ' as well as
documentary, could be produced better with
smaller, more integrated and imaginative crews.
Robert Flaherty is now working on a series of
films depicting American life for the State De-
partment.
ScHWERiN Presents Results of Research
During the afternoon of October 3, H. S.
Schwerin. of Schwerin Research Corp., presented
the results of tests conducted for the American
Telephone & Telegraph Co. (presented in detail
elsewhere in this issue).
lAVA members visited Precision Film Lab-
oratories to conclude the day's sessions.
The closing session of the fall lAVA meeting
on October 4 featured Ted \^esterman of the
New \ork office of Wilding Picture Productions,
Inc.. speaking on Hou to I se a Producer.
Mr. Westerman said that to get the most value
out of a producer his facilities and experience
must be used properly. As a relationship between
sponsor and producer is exceptionally close, it is
necessary above all to trust the producer. If any
doubt exists as to his reliability and capabili-
ties, he should not be chosen to produce the pic-
ture.
Other factors which enable sponsors to get
the most out of their producers: giving them
enough time to do a good job without cutting
corners to meet close deadlines: providing him.
with a technical advisor who knows all facets of
company operations and policies. Mr. Wester-
man cited the case of one picture that had to be
completely re-shot because the workmen shown
in the film were not dressed in the correct work-
ing uniform, and the technical advisor had not
caught the error during production.
It is equally important that the answer print
screening for top management be made under
the right physical and psychological conditions
— meaning a good screening room, and an ex-
planatory statement by the sponsor's film execu-
tive on exactly what the film is meant to do.
s" UMBER i • VOLUME 11 • 1950
31
BUSIIVESS SCRE,
LKNS-EYE VIEWS ALONG THE PKOniCTION LINES
Speaking of Film Research here's the General Electric Opinion Meter in
use by a discussion group. True altitudes toward debatable subjects are
obtained by permitting each member of the group to register his degree oj
opinion, in terms of percentage from 0 to 100, on the dial of a small hand-
held station. Indicator shous electrically calculated average of all opinions.
♦ The G. E. Opinion Meter (pic-
tured above) has interesting pos-
sibilities for film evaluation. It is
also a useful educational tool in
helping determine the amount of in-
struction retained by trainees. Each
meter setup consists of an indicating
unit, a string of twelve individual
hand-held stations, and a carrying
case. Opinion may be measured to
show (1) no vote or percent not
voting; (2) opinion or average of
all opinions: and (3) positive vote
percent voting yes in group.
Previoi SLY Reported but oj pictorial inleresi is the above group picture
oj the recent signing oj this year's record order jor 572 RCA Model 400
Senior 16mm sound motion picture projectors delivered to Commonuealth
oj Pennsylvania schools. Raymond Rosen, seated, is signing on behalf oj
his RCA distributor firm. Looking on (I to r) are O. V. Stcisher, manager
oj RC.A's Visual Products Sales Group, Barton Kreuzer. manager oj RCA
Theatre, Film Recording, Sound and Visual Products; and Mac R. Bougere,
eastern regional field sales representative oj the RCA I isunl Products Group.
New Vidicam TV Film System
Promises Economy, Time Savings
♦ A new system tor producing
TV programs on film has been an-
nounced by Larry Gordon, pres-
ident of Television Features. Inc.
The Vidicam system, engineered by
the Camera Equipment Company,
of New York, in conjunction with
Television Features, is an adapta-
tion of television production tech-
niques to motion pictures.
Although devised principally for
TV use. the system shows good
promise of being valuable for cer-
tain types of straight motion pic-
ture production, especially where
stringpn<N of time or budget are of
major consideration.
Technu:al Details Given
The basic unit of the Vidicam
system is an RCA Vidicon tube
mounted in parallax to a motion
picture camera, either 35mm or
16mm. As the Vidicon is con-
nected to a monitor tube by cable,
the director sees, as it happens,
evervthing that takes place before
the camera lens. If the camera
changes from one focal length lens
to another, a masking device is used
on the tube so the director is al-
ways cognizant of the exact field
of view being photographed. He
is connected to the camera operator
by intercom and gives instructions
as the scene progresses just as in
television.
In operation, the system consists
of three units of cameras. Vidicons
and monitor tubes. The director,
with three monitors mounted on a
console, is thus in complete con-
trol of all operations, and his fin-
ished product for each scene is the
final version.
Two Cameras in Constant L^se
Two cameras are in constant op-
eration throughout the scene, allow-
ing for movement, lens adjustments,
etc. to a third camera at any time.
As the director cuts from camera
lo camera, bloop marks are auto-
matically made on the film allow-
ing instantaneous film editing in
producing the finished picture on
film.
The Vidicam system offers sev-
eral advantages for television over
live production: ( Tl the show is
on film, can be scheduled in various
Tops in Equipment
This new souiiil truck
uith complete field
generator unit has just
been placed in opera-
tion by the Raphael G.
Wolff Studios, Holly-
wood, jor location use.
cities at the most appropriate times,
(2) the quality of straight film pro-
duction is far superior to Kinescop.
ing; (3) used in 10 or 15 minute
production sessions at one time, it
permits costume and set changes;
(4) enables the show to go on with
less rigorous rehearsal sessions, for
re-shooting is easy: (5) has all the
obvious advantages of film over
live as far as prevention of fluffs,
inadvertant remarks, etc.: and (6)
is capable of considerable economy
by reducing rehearsal times, taking
advantage of studios for production
at uncrowded hours.
Permits Immediate Editing
Over non-TV motion picture
production by conventional means,
the Vidicam system might offer the
principal advantages of permitting
the director to see the scene as it
is taken, and allowing for instan-
taneous and accurate editing with-
out skilled and expensive person-
nel.
Of course, the Vidicam system
puts a teriffic responsibility on the
director's shoulders, for he must,
in effect, be director, cameraman
and editor all at one time.
The Vidicam system, which is
patented bv Television Features,
is now going through extensive
testing. It is scheduled for use on
a new series of DuMont TV films.
First Public Demonstration of
Vericolorat National Business Show '
♦ First public demonstration of
Vericolor. the new color television
system developed by Columbia
Broadcasting System and Reming-
ton Rand. Inc., for commercial and
industrial use. will be a feature of
the National Business Show at
the Grand Central Palace. New York,
during the week of October 23.
Varied applications of industrial
color TV will be demonstrated using
models and stage settings and audi-
ence participation. Many of the
office machines and recording units
being displayed at the show will be
televised on viewing screens located
throughout the building, including)
one in the visitors" lounge.
Presentations will be in four parts,
First, a series of color demonstra-
tions in which the audience will I
witness both the "live"' show being
staged and the reproduction on tele-
vision screens, then other shows.
.S2
BUSINESS SCREEN MAGAZINE
slide film recording . . . has gone modern, too!
Columbia
slide ®E) film
transcriptions
give you up-to-the-minute extras at no extra cost!
The last word in modern facilities — the latest, finest
equipment and methods — the highest quality vinylite
material — plus the newest tape recording apparatus that
permits far more flexibility and editing! These important
extras at no extra cost make Columbia transcriptions
the ultimate in the slide film industry today!
For all these bonus advantages — over and above dependable,
prompt service — why not follow the profitable example of
Ford Motor Company, General Foods Corporation, General
Electric Supply Corporation, Sears Roebuck and Company,
Tide Water Oil Company, Continental Baking Company,
and a host of gratified Columbia clients.
Ask for All The Convincing
Details. Phone, Wire, Write
Columbia
transcriptions
A Division of Columbia Records, Inc. Of
New York: 799 Seventh Avenue, Circle 5-7300
Chicago: Wrigley Building, 410 Michigan
Avenue, WHilehol! 4-6000
"Ci/u/ndw." "W,i,rfrKt.rl,," Qf and ® Trade Marks Rf^. V. S. Pat. nf_ Harms Reriitrn'i^-
U -M B E R 6 • VOLUME 11 • 1950
33
Clinnar Aniiit flejll prtyents lOmnt print
of Swedish rail film to J. T. Haw/anson
of Illinois Central during recent Chicago
visit of the Swedish film worker, (story
below)
Swedish Firm Awards Scholarship
for Industrial Film Study
♦ Mr. Gunnar Anvin of the All-
manna SVENSKA ElEKTRISKA
(Swedish General Electric Com-
pany) of Vasteras. Sweden, was a
welcome visitor to the United States,
and the Middle West, last month.
Serving in the Educational De-
partment of ASEA. manufacturers
of electrical machines, Mr. Anvin
was awarded a scholarship enabling
him to study industrial film prob-
lems in this country for several
months. Use of industrial films deal-
ing with training simplifications of
methods, supervision and human re-
lations and the development, prepar-
ation, production, cost and proper
use of motion pictures in schools,
ofSces and workshops were among
the main topics of Mr. Anvin's
studies.
During the time Mr. Anvin spent
in Chicago, he visited members of
the Industrial Audio- Visual Associ-
ation in charge of film department
activities, including Swift and Com-
pany and the Illinois Central Rail-
road, where he viewed a wide range
of motion pictures, sound slidefilms
and disc recordings on human rela-
tions, job training, safety and mor-
ale building used by the companies
in employe training programs.
Among other stops in the Mid-
West were film activities at the Uni-
versity of Iowa, and the Ford and
the General Motors organizations in
Detroit.
Mr. Anvin concluded his U. S.
stay with a similar tour of Eastern
film departments.
I. V. Peterson Named Chairman
of Institute of Communications
♦ Lewis V. Peterson, former di-
rector of the Visual Aids Service
at the Universitv of Illinois, has
been named Chairman, Visual Com-
munications, Institute of Commu-
nications at the school. He will be
responsible for motion picture and
filmstrip production and research
in media of mass communication.
.34
THE COMMERCIAL NEWSREEL
Theater Screen Advertising Companies Hold Annual Meeting
vision film distribution were among
subjects discussed at the meeting.
Members and their companies at-
tending were: D. M. Alexander,
Mike Mclnnaney and Don Rings-
red of the Alexander Film Com-
pany, Colorado Springs; Ted Cau-
ger of A. V. Cauger Service, Inde-
pendence, Missouri; Carl Mabry
of Motion Picture Advertising Serv-
ice. New Orleans; W. Hardy Hen-
dren. Jr., Ned Washburn and Opal
McGhee, United Film Service,
Kansas City. Reid H. Ray Film
Industries, host for the two-day af-
fair, was represented by Wm. Rin-
gold, Elmer Marten. Marjorie Al-
len, R. V. Jeffrey. John Lang and
Reid Ray.
Next meeting has been scheduled
for late February at Hot Springs.
Arkansas.
Donald W. Smith, who has
served as Mr. Peterson's assistant
for a number of years, has taken
over responsibility for Visual .'Vids.
Advertising Film Companies Meet
♦ Members of the Association Ad-
vertising Film Companies changed
their name to Association of
Theater Screen Advertising
Companies at a two-day meeting
held at the Lafayette Club on Lake
Minnetonka early this month. The
new name is hoped to clarify the
purpose of the Association as, pri-
marily, distributors of national, re-
gional and local advertising films
of some 14,000 theaters in the
LTnited States. Association has been
organized since 1937.
Current problems in handling
national ad film campaigns and tele-
COLGATE • PALMOLIVE • PEET
PATHESCOPE PRODUCTIONS
MOTION PICTURES • SLIDEFILMS • TV
580 FIFTH AVENUE, NEW YORK 19, N. Y.
PLAZA 7-5200
Ruth Naomi Thomi'son
i
Heads Cleveland A-V Center
♦ More effective and more lasting
education in less time is the princi-
pal objective of the new Audio-
Visual Communications Center
to be set up this fall at Fenn Col-
lege in Cleveland, Ohio.
First of its kind in Cleveland,
the Center will have three func-
tions: 1) to be of service to Cleve-
land industry in training personnel
directors, engineers, management
directors and others in taking ad-
vantage of audio-visual aids in the
training of their personnel: 2) aid
members of the Fenn College fac-
ulty in their plans to use audio-
visual aids as a supplement to books
and lectures: 3) train Fenn Col-
lege students in education courses
in the use of audio-visual aids in
the elementary and high school
classroom.
Miss Ruth Naomi Thompson, a
graduate of Ohio State and West-
ern Reserve Universities with wide
experience in audio-visual educa-
tion in both schools and industry,
will direct the new Center.
Industrial Management Society
Holding Time & Motion Clinic
♦ Labor, management and govern-
ment will be the main topics dis-
cussed at the 14th Annual Na-
tional Time and Motion Study i
Clinic, sponsored by the InduS'
TRIAL Management Society, at '
the Sheraton Hotel, Chicago, on
November 1, 2 and 3.
Recent developments in Methods,
Plant Layout, Materials, Handling,
Time Study Techniques, Motion
Economy, Maintenance, Cost Re-
duction and Human Relations will
be included in the program with '
'"big name" speakers scheduled for
the Labor and Management Lunch-
eon and the Government and In-
dustry Banquet.
Among those serving on commit-
tees are Charles H. Percy. Bell &
Howell Co.; Donald MacGregor,
Zenith Radio Corporation; E. H.
Ashley. General Electric Company;
and W. J. Dernberger, Ford Motor
C
ompany.
BUSINESS SCREEN MAGAZINI
JMiere huiv'tiae ACCURACY eoMUits..
At Transfilm Incorporated, where animated motion pictures and slide films are
produced in volume, hair-line accuracy is of utmost importance. Inevitably, this
leading commercial film company selected Maurer as the 16 mm. camera that best
supplies this vital quality.
In Maurer VERSATILITY they found accurate registration of each individual frame.
along with precise high-power focusing and large clear direct-through-the-lens
viewing.
In Maurer DEPENDABILITY they found consistently accurate performance under all
conditions, insured by years of rigorous testing by top industry technicians.
And in Maurer EXCLUSIVE FEATURES, such as the 235° dissolving shutter, they
found fast accurate changes of exposure while shooting.
Becau.*e it meets so many varied needs, more and more producers like Transfilm
are turning to the Maurer 16 mm. as the ideal camera for every phase of profes-
sional motion i)icture production.
For details on these and other exclusive Maurer features, write
The Maurer 16 mm., designed specifi-
cally for professional use, is equipped
with precision high-power focusing and
the finest view-finder mode. Standard
equipment includes: 235^ dissolving
shutter, automatic fade control, view-
finder, sunshade and filter holder, one
400 foot gear-driven film magazine, a
60-cycle 1 15-volt synchronous motor,
one 8-frame hondcronk, power coble
ond Q lightweight carrying case.
J. A. MAURER. live- U/^Mr^
37-01 31sf Street, Long islond City 1, New York ** '^iyOltllttinin
850 South Robertson Blvd., Los Angeles 35, Californio "UUlJII
CABLE ADDRESS:
UMBER 6 • VOLUME 11
1950
35
i
w
. ^r\i^
Camera anil lighting equipment setup
used by Hymn in production of Nuv\
mediral training film (see heloni.
Producer's Technical Ingenuity
Solves Medical Film Problem
* Burning ])aper with a small maf;-
nifying glass ami the rays of the
sun led to the fine detail ohtained
in a new Navy color training film
produced by Byron, Inc.. of Wash-
ington, D. C.
The script called for extreme
closeups of individual teeth being
sectioned by a dental surgeon, how-
ever, usual lighting produced mul-
tiple shadows, insufficient intensit)
of light and the resulting shallow
depth of field.
By writing the answer of the
paper-glass-sunray problem on
paper, E. M. Russey. director of
photography, and John Bessor. op-
erative cameraman, reached a solu-
tion. They attached a five-inch
magnifying lens to the camera finder
as close as possible to the camera
lens and exactly two feet one inch
from the subject. One 750 watt
spotlight was placed two feet one
inch to the rear of the magnifier and
the resulting light beam, concen-
trated on the magnifier, produced a
color-correct, shadowless spot of
light approximately 2' 2 inches in
diameter.
This setup made possible the use
of diaphragm openings as small as
f-22. with commercial Kodachrome
and a 104mm lens and one inch ex-
tension tube. However. Russey set-
tled for f-12.5. with more than ade-
quate depth of field, to permit long
takes without burning the patient.
Atom Bomb Defense Picture Being
Researched by Mitchell Films
♦ If hat to Do When tlie Bombs
Come, including a pictorial presen-
tation of many of the facts included
in the recently jjublished govern-
ment book. The Effects of the Atom-
ic Bomb, plus a program for com-
munity protection and individual
survival, will be produced by Mit-
chell Film Associates. Inc.. of New
York City.
Consulting with the Department
of Defense, the National Resources
Security Board, the Mobilization
In fhe^
mtmm m^/A®
I Hit of the Department of Com-
merce and other government
agencies. Mitchell Film researchers
are now in Washington gathering
authentic material. Cooperation is
also being sought from the National
Conference of Governors, the direc-
tors of Civil Defense in each slate
and originators of the Cambridge
Plan in Massachusetts.
Colonel Curtis Mitchell. |)resident
of the organization, slated. "A good
deal of criticism has been directed
at national officials because no spe-
cific information has been made
available to the man on the street
regarding the bomb. The last war
demonstrated that people learn fast-
er through the use of films, and
therefore, through motion picture
theaters and television screens, most
people will immediately know how
to take care of themselves, thus
avoiding panic'
The new films will be distributed
on a non-profit basis and will be
available to communities, clubs,
theaters, television stations and all
organized groups interested in the
problem of survival in the event of
an atomic war through Mitchell
Film Associates, Inc., 106 West
End Ave.. New York, N. Y. Both
3.5mm and 16mm prints will be
offered.
Riverside Metal Company Film
Premiere at the Metal Congress
♦ A new motion picture on metals
Whether moving merchandise, training
salesmen, or teaching employees, your story
w'M hit hardest when you —
Shoiv'enfiivitfi Visuals!
Express your ideas dramatically through sight
and sound. Let us put our
25 years'experience to work for you.
MOTION PICTURES
SLIDEFILMS
FILMS FOR TV
will be premiered by the Riverside
Met.-vl Company at the National
Metal Congress and Exjiosition in
Chicago on October 23-27.
Following the production of phos-
phor bronze, nickel silver, cupro
nickel and beryllium copper alloys
from initial casting all the way
through final inspection and ship-
ping, the film shows new equijjtiient
in action.
In addition to actual production
scenes — loading induction furnaces,
reducing castings, annealing sheets,
drawing wire and slitting coils — the
motion picture follows the routing
and scheduling procedures. Testing
inspection and control operations —
sampling and testing heats; '"mik-
ing" strip as it is milled; testing for
tensile strength, grain size and hard-
ness— are shown as applied at key
production points to provide con-
stant high-quality output.
'a
111
Muscular Dystrophy Association
Picture by Films for Industry
* A i6mm sound, motion picture,
in kodachrome, directed by Jess
Colby and produced by Films For
Industry, Inc., New York, has just
been completed. This film, spon-
sored by the Muscular Dystro])hy
Association, employs new techni-
ques in combining entertainment
with medical information at a non-
technical level of the least known
of all incurable diseases. Origi-^|l[]
nally produced for release on tele-
vision and theaters, prints are
available free of charge for any
general showings.
Pan-American World Airways
Lists Twelve Films in Library
♦ // ini^s Over the World, a library
of twelve 16mm color motion pic-
tures sponsored by Pan American
World Airways, is actually a
world-tour via sound motion pic-
tures.
Shot since the war, the camera
visits the most colorful and inter-
esting places over the face of the
earth and brings to life the sounds
and tongues of faraway lands . . .
Guatamalan Indians pra)ing before
a smoldering shrine, the friendly
brogue of Ireland, native music
and songs of the Calypso singers,
the thundering of the surf at Wai-
kiki. the strumming of Mexican
guitars and hundreds of other
sounds familiar to the well-traveled
tourist.
Clubs, business groups, lodges,
churches, educational institutions,
farm and labor groups and similar
36
BUSINESS SCREEN MAGAZINE
rgaiiizations are eligihle lo bor-
)w thosp films friMii (ilVuial (lis-
ihulor;- throughout thr I nited
[ales. Fur further information ad-
ress: Supt. Visual Sales. Pan
merican World Airways. I.S.5 East
Jnd Street. New York 17. N.Y.
lalleable Iron Founders Show
Im Story of Their Industry
This Moiini: U orUI. the first mo-
on pieture telling the story of
alleahle iron, sponsored by the
ALLEABLE Foi'NDER.*;" SOCIETY, is
}W available to the public.
Showing how metal is made,
sted and used, the three-reel
)mni Technicolor film makes a
ur i>f the plants where this iron
lov is made tough and ductile by
heat-conversion process, and ex-
ains its uses to a wide variety of
dustries because of its unique
etallurgical structure and malle-
<le iron.
Recommended for showings at
etal manufacturing plants, engi-
'ering societies, heavv industries,
achinery manufacturing plants,
utomobile plants. technical
■hools. purchasing agents' asso-
ations. trade schools, chemistry
id physics classes and vocational
hools. This Moving Jforld may
? borrowed from any one of the
illowing Association Films ex-
langes: New York — 35 W. 45th
;reet: Chicago — 206 S. Michigan
venue: San Francisco — 351 Turk
!reet: and Dallas — 1915 Live Oak
:reet.
ew York University Offers
ill Course in Film Production
Experimental films and film mak-
ig will be the subject of a new
)urse to be given this fall bv New
ORK University's adult unit, the
ivision of General Education, in
dlaboration with Cinema 16. the
Im societv devoted to screening
F documentary and experimental
otion pictures.
Dr. George Amberg. lecturer on
rts at the 1 niversit\" and theater
msultant at the Museum of Mod-
"n Art. is co-ordinator of the se-
es. '"New Frontiers in the Cine-
la."' which will be the first time
lat any motion picture course de-
nted solely to experimental films
as been offered.
Selected from four groups, films
ill include those using unusual
liotographic methods, those offer-
ig symbolic and poetic imagery,
onrepresentational films and films
cploring fantasy and surrealism.
Classes will meet in fifteen bi-
eekly sessions on alternate Mon-
ay evenings at the University's
/ashington Square Center, begin-
ing October .30 and continuing to
fav 2.",. 1051.
AMir People... All Happy
About the Same Thinq !
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Write today for complete details on the Film Guide services have now been improved to meet your needs.
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Librar\ and the Business Film Bookshelf Services
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1 1 .M B E R 6 • VOLUME 11 • 1950
37
SMPTE Holds 68th Semi-Annual
Convention at Lake Placid
♦ Advances iii the fasl-nun iiig
progress of television, ranging from
a new video system for television
studios and a new arrangement of
studios to new application for tele-
vision in industry, business, educa-
tion and research, will be presented
at the opening sessions of the 68th
semi-annual convention of the So-
ciety OF Motion Picture and
Television Engineers, to be held
October 16-20 at the Lake Placid
Club. Lake Placid, New York.
The new video system, worked
out at Station WOR-TV, will be de-
scribed by Netdand F. Smith, of
that station, at the Monday after-
noon session, starting at 2:20 p.m.
If. L. Norvell of Remington Rand,
Inc., will discuss uses of television
in Army Ordnance depots, aircraft
motor plants, atomic research and
other industrial and educational
fields at the same session. Other
papers will be Lighting Methods jor
Television Studios, by H. M. Gurin,
of NBC, and Color Television, by
Peter Goldmark, of CBS.
Session on Television Film
At a session devoted entirely to
television film on Tuesday morning,
Jerry Fairbanks, Hollywood pro-
ducer, in a paper entitled Motion
Picture Production jor Television,
will describe the Multicam Process,
a new technique of motion picture
filming said to effect important econ-
omies in theatrical production costs.
Engineering Aspects oj Tehtran-
scriptions, by Thomas T. Goldsmith,
Jr., of the Allan B. DuMont Labora-
tories, and Dynamic Transfer Char-
acteristic of a Television Film Cam-
era Chain, by W. K. Grimivood and
T. G. Veal, of the Kodak Research
Laboratory, and the report of the
Joint RTMA-SMPTE Committee on
Television Film Equipment, by F.
N. Gillette, conmiittee chairman,
will also be presented.
Evening Technical Sessions Out
Two remaining television papers.
Characteristics of All-Glass Tele-
vision Tubes, by /. L. Sheldon, of
the Corning Glass Works, and Wire
Television Transmission in Tele-
phone Areas, by L. W. M orison, of
the Bell Telephone Laboratories,
will be given Tuesday afternoon.
Departing from the traditional
format of its semi-annual conven-
tion programs, the SMPTE stream-
lined schedule eliminates all evening
technical sessions but one, and sepa-
rates the presentation of annual
awards and the introduction of new
officers', which will take place on
Monday evening, from the midweek
banquet.
38
Tit^yys
in the m^Wl
Technical Developments Highlight Month's Events
♦ !n charge of the over-all plan-
ning for the convention is William
C. Kunzmann. Society Convention
Vice-President and technical repre-
sentative for National Carbon Di-
vision of LInion Carbide and Car-
bon Company.
E. I. Sponable, Society president
and research director of 20th Cen-
turv-Fox Film Corp.. will direct lo-
cal arrangements for accommoda-
tions of members and guests with
Mrs. Sponable and Mrs. Oscar F.
A'ei; as co-Chairmen of the Ladies"
Committee.
The program of 52 technical pa-
pers and reports has been assembled
by the Papers Committee under di-
rection of its New York Vice-Chair-
man. E. S. Seeley, chief engineer
of Altec Service Corporation.
Publicity will be handled by
Harold Desfor and Leonard Bidivell
of RCA Victor Division, Camden.
Ervin R. Geib and Paul D. Ries, of
National Carbon, will register mem-
bers and convention guests.
Lee E. Jones, director of the So-
ciety's International Membership
Program and sales manager of
Neumade Products will represent
the Society's membership activities,
assisted at Lake Placid by Allen
G. Smith, New York branch man-
ager of National Theater Supply.
Kodak Research Laboratories
Announce TV Filter Technique
♦ Belter television picture tone re-
production and greater operating
ease of television film camera equip-
ment has resulted from a new East-
man FILTER TECHNIQUE, developed
by Dr. Otto Sandvik and T. Gen-
try" Veal of Kodak Research
Laboratories.
Giving more faithful reproduc-
Film Comes to Life
Storyboord Session
We'd be pleosed to screen
some of our latest produc-
tions for you. No obligation.
INC NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
tion of picture contrast and bright- Wi
ness combined, "The result is like
lifting a grey veil from movies on
the television screen," reports Dr.
C. J. Staud, director of the labora-
tories.
The new Kodak technique uses a
filter of infrared absorbing glass
and an interference filter. These
filters, placed between the projec-
tion light and film, take out the in-
frared and the red wave lengths of
the visible spectrum. The bluish-
green light is not absorbed by the
filters and is transmitted to the
photosensitive pick-up tube.
Very significant in black-and-
white televising of programs which
are available only on color films,
the new filters will also result in im-
provement of picture quality when
televising color films in color, al-
though only the infrared absorbing
filter can be used in the projection
beam.
Networks are now preparing to
use the fihers in their projectors
and the Kodak Laboratories are con-
tinuing research to determine the
most suitable types of filters for the
new television technique.
TELEVISION PICTURE NOTES1
Five New Sherwin-Williams
TV Spots Made by Pathescope
♦ The Sherwin-Williams Com-
pany is now using five new one-
minute TV commercials to intro-
duce Super Kem-Tone. Each film '|i->
demonstrates a different phase of a •I"
repainting job on the living room '
featured in Super Kem-Tone adver-
tisements.
A number of unusual dramatic
techniques are used, such as paint-
ing a glass panel in front of the
camera to give the impression that
the TV screen is being painted.
Pathescope Productions niadejie
the films for Sherwin-Williams|l
through Fuller & Smith & Ross.
Philco Shows TV Set Picture
♦ Philco Corporation's new mo-
tion picture. The Story of Philco i
Quality in Mass Production, covers 1
the evolution of a television receiver
from designer's drafting board to
finished product.
Two phases of TV production;
design and manufacture of cabinets
and development, and production
of picture and television receiving
tubes are shown. Step-by-step por-
trayal of production of a TV set in
the assembly plants and a group of
historical scenes of pioneering TV
research during the past twenty
years winds up the motion picture.
Designed for the company's dis-
tributors and dealers, the 13-minute
film is also available to business
and industrial groups in 16mm.
BUSINESS SCREEN MAGAZINE
1
•presents Wolff in the East
DitlLVN \\iil(;iA\ has been put
charge of the eastern territory
r the Rapiiaki. G. Wolff Studios
r the second time.
In the early thirties. Mr. \ahi-
an represented tlie Studios in the
ist until Mr. \^'olff went to Holly-
ood to make motion pictures for
anagement. Nahigian went into
jsiness for himself as a product
sign and development man.
DiCRAS .Nahigi.a.n
ttelson Appoints. Len Slaton
.\s part of a new expansion pro-
ram which includes complete writ-
ig. production and laboratory fa-
ilities. D.wiD Ettelson and Asso-
LATES. film producers with studios
1 Chicago and Hollywood, have
ppointed Leonard H. Sl.\ton to
ike charge of the scenario depart-
lent in Chicago.
Formerly with Sarra. Inc.. Slaton
as worked on writing and produc-
™g films since 1935. and has written
;levision commercials and sales
raining and sales promotional films,
le had also served as visual aids
iirector for an .\rmy training unit,
rhere he planned production and
ise of films and other training aids.
In his new capacity with Ettelson
,nd Associates. Slaton will also col-
aborate in planning film utilization
(rograms in sales and industrv.
M-ALCOLM LOKTHER
Jam Handy Service Office Names
Lowther to New Liaison Post
♦ Malcolm Lowther, formerly a
project supervisor in the J.AM
Handy Org.amz.ation's slidefilm de-
partment, has joined the Organiza-
tions service offices, according to
Jam Handy vice-president in Charge
of .\utomotive Operations, William
Luther.
Lowther will act as production
and contact liaison between the Gen-
eral Motors Building office and the
Jam Handy slidefilm department to
facilitate production of sales and
training films.
Murphy-Lillis to Attitudes, Inc.
♦ Murphv-Lillis, Inc., producers
of motion pictures for industrial
and advertising purposes, including
films recently created for Chester-
field and Firestone, has appointed
Attitudes. I.nc, as their public
relations counselor.
SVE Nomes Robert J. Kohl as
Sales Promotion Manager
♦ Robert J. Kohl has been named
sales promotion manager at the So-
ciety FOR Visual Education. Prior
to military service in World War
II, Kohl was associated with \^est-
clox. Division of General Time
Corp., LaSalle, Illinois, in sales and
advertising activities.
SALES • SERVICE • REBTTALS
35 mm. •16 mm.
CAlllERAS.MOVIOLAS*DOLLYS
Complete Line of Equipment for ProJurtion Available for Rental
Mitchell: Standard - Hi-Speed - NC - BNC - 16 mm.
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Moviola: Editing Machines - Synchronizers
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154TH STREn AND 7TH AVENUE
WHITESTONE, L. L, N. Y.
THIS ISSUE OF BUSINESS SCREEN WILL BE DELIVERED
TO OVER 8,000 FILM USERS IN BUSINESS & INDUSTRY
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EVERY film user needs efficient
storage and filing space. Neumade's
practical, specially designed steel
cabinets are Fireproof. Dust proof,
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All models come in olive-grey
enamel with polished chrome han-
dles and hinges.
Model MM-1 19-{IIIustratedl Film filing
cobinef. Individual reel index plus
master index; door has a lock as well
OS three point latching device. 70" high,
30" wide, 16" deep. CAPACITY 40-
400 ft. reels; 20 - 800 ft. reels; 20 -
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NUMBER h • V O L IM E 11 • 1950
39
BUSINESS SCREEN EXECUTIVE
)/. H. Hoiigere lleil) R(.A Eiislern Sales
rep. receires Baltimore Schools order from
Mi/ron Stark. Looking on are Lowell H.
Good and G. .4. Dellalle, R('..4 engineers.
(See story helote.)
Baltimore Schools Acquire 152
RCA Sound Projectors Via Stark
♦ Calls for immediate delivery of
152 RCA Model 400 Senior 16mm
sound projectors have been received
by Stark Films. RCA Visum,
Products Distributor, in Eastern
Maryland, from the Baltimore
School Board.
Baltimore is the latest of several
metropolitan centers to be supplied
with RCA equipment for use in the
visual education program of the
City School systems. Others include
New York, Philadelphia. Washing-
ton, Houston. Portland ( Ore. ) . and
Seattle.
Byron, Inc. Names Max Brasch
and George Merriken to Staff
♦ Byron, Inc.. has added George
Merriken and Max Bkascii to its
staff.
Mr. Merriken returns to Byron
after directing several agricultural
films with the Motion Picture Serv-
ice of the I'.S. Department of Ag-
riculture. He has been associated
with the organization for the past
ten years, and is now in charge of
production.
Former Chief of the Medical
Films Section, Department of Medi-
cine and Surgery, Veterans Admin-
istration. Mr. Brasch has joined the
Byron editorial staff.
For those interested in visiting
the 16mm studio-laboratory, Byron
has just completed a brochure which
presents a complete picture-tour
through the fifty-room plant. Copies
are available from B\ ron. Inc.. 1226
Wisconsin Ave., N.W.. Washington
7. D. C.
United Nations Sends McLean
on Korean Film Assignment
♦ On a special assignment from
the United Nations" department of
public information. Grant McLean.
National Film Board cameraman
recently granted leave of al>sence.
will spend two months on a film
assignment in Korea.
Director of photography for the
Canadian National Fibu Board,
since the beginning of 1948, McLean
is a native of Saskatchewan. His
most recent film. Family Circles, is
now playing in Canadian theaters.
Having filmed relief operations in
China on behalf of UNRA in 1948.
the Canadian is on his second United
Nations" connnission.
Ampro Appoints W. L. Hemsworth
as 16mm Sound Sales Director
♦ WiLLARD L. HEM.SWORTH has
been appointed sales director of the
16mni Sound Division of Ampro
Corporation, according to Howard
Marx, vice-president and general
sales manager of the company.
Previously active in sales, adver-
tising and promotion for other con-
cerns as well as his own company
which provided specialized adver-
tising and merchandising service
for industrial concerns. Hemsworth
will direct the sales of all 16mm
sound and silent projectors and re-
lated products.
Recent product innovations back-
ing up the 16mm Sound Division
program include light-weight pre-
cision projector models and an im-
proved low-cost Ampro tape record-
er now available.
THERE IS SOMETHING NEW
DeSoto has just released a new series of Product Train-
ing films that will never be out-dated regardless of the
model changes.
The Opening — The Presentation — The Demonstra-
tion — The Appraisal — The Close and Prospecting.
These permanent training films for selling automobiles,
none of which show the DeSoto, may be reviewed by you.
We can do the same for you . . . train your men to sell
your products without showing your products . . . per-
manent training.
Interesting? We would like you to review these ... no
obligation, of course.
Counsellors, Creators and Producers
of Planned Film Programs
ROCKET PICTURES, INC.
6108 SANTA MONICA BLVD
Hollywood 38, Calif.
Ernest W. Goldberg
GoldE Mfg. Company Observes
25th Anniversary in September
♦ Organized in 1925 by the late
Maurice H. Goldberg, the GoldE
Manufacturing Company marks
its 25th anniversary this month.
Started in a small shop, with a
handful of employes, many of whom
today hold supervisory positions,
the company has expanded from
concentrating on items exclusively
for use in the motion picture pro-
jection booth, to activities in display
and lighting, as well as the amateur
and professional slide projection
fields.
During the war. a variety of new
training aids were developed, includ-
ing a complete series of projection
devices, film readers, filmstrip
heads, automatic projectors, stere-
opticons and opaque projectors.
In 1945, Ernest W. Goldberg 1j
took over the president's duties upon
the death of his father, and GoldE
has continued to grow with the
audio-visual field.
Ideal Pictures Corporation
Enters Sponsored Film Field
♦ Ideal Pictures Corp., distribu-
tor of 16nim rental films, has en-
tered into sponsored film distribu-
tion.
A subsidiary of Esquire Inc., the
30-year old enterprise was taken
over bv Esquire early last year, fur- ,
ther expanding by the establishment
of eight additional branch offices —
a total of 26.
A. L. Blinder, Ideal's president,
says that the new service will in-
clude the complete package — secur-
ing bookings through promotion and
servicing and distribution.
Among film sponsors who have
appointed Ideal as their distributor
are Longines-Wittnauer Watch Co.,
American Bakers' Assn.. Westing-
house Electric Corp.. Pan-American
Airways, Sports Afield and Na^-
tional Conference of Christians and
Jews.
The new distribution setup head-
quarters at 65 E. South Water St..
in Chicago.
40
BUSINESS SCREEN MAGAZINE
■k
;w Optical Effects Unit AicJs
sducers of Business, TV Films
Uiiu>ual optical flli-cU, (ifleii a
cessarv but expensive additional
St to TV. educational and business
ni production, may now be made
almost any 16nim. 35inm or TV
niera bv a new -ladget called the
iMART Optical Effects Unit,
irketed by Thf. Camera Mart, TO
est 45th Street. New York.
The unit, which is operated by the
meranian. himself, as he shoots,
nsists of a base which fits between
The Camart Optical Ejects Unit
In Position on a Cine Camera
ipod head and camera and holds
prism housing before the camera
ns. A crank, extending from the
ght side of the housing, is operated
.• the cameraman to set prisms in
otion to produce the desired opti-
il effect. The crank may be turned
either direction and at anv speed.
The prisms supplied with the unit
e ground to 2. 3. 4. 5. or 6 sur-
ces and are well defined to exact-
g tolerances. The prisms will pro-
ice from 2 to 6 identical images on
single frame of film, and the
lages can be made to revolve
ound each other. The five surface
•ism. for example, will create four
lages revolving around a center
nage which is stationary. Other
Fects possible with this device are
aking objects appear elongated
id thin, or short and squat. Two
risnis mav be used in combination
I produce an eight image result, or
lur still and four revolving images,
till another use is to dissolve from
^e scene to a split image effect, then
issolve back to the regular scene.
MoxT.AGEs Three Scenes
A montage unit, which is part of
le device, makes possible filming
iree different scenes on a single
anie of film. This is done by set-
ng the unit to mask off a portion of
le frame, then operating the cam-
:a to expose the remainder. The
Im is then wound back in the
jmera with the lens capped or shut-
■r closed, and the action repeated
until all three sections of the film
frame have been exposed.
Other Effects Are Described
Producers of 16mm business
films, for example, may use this
effects device in a number of ways
to add a cinematic fillip to their
films or to secure eye-arresting
effects for TV film conmiercials. The
revolving image effect might be cni-
plo\ed to concentrate attention on
a sponsor's product with a multiple
close-up. The split-stage effect can
be used to center attention on three
or four related activities at one
time, where showing them on the
screen clarifies the operation for the
audience or makes more clear the
steps necessary in a complicated
operation. Such treatment is ideally
suited for training films, also.
Business film producers can effect
marked savings in the use of the
device. Through its use. costly ef-
fects made outside the studio are
n(j longer necessary, and they can
now write special effects into their
scripts that hitherto have been
a\oided because of the expense.
New Association Films' Catalog
♦ Association Films' new 56-
page, fully illustrated catalog of
rental- free and sale films — "Se-
lected Motion Pictures" — has
been released.
Listing almost 1400 16mm sound
films in the educational, religious
and entertainment field, this catalog
inaugurates a grade-level system of
film evaluation so that exhibitors
will now know at what school-age
level a film should be used.
.Available free of charge, the cata-
log is offered by Association Films,
Inc.. 35 W. 45th St.. New York 19,
N. Y.
NEW YOUK, n. t.
Peerless Film Proc. Corp.
De Luxe Laborolories
Pothe laborolories
Movielab Film lobs.
Fordel Film Labs.
Cineque Colorfilm Labs.
FT. LEE, N. J.
Consolidated Film Inds.
BOSTON, MASS.
Master Mot. Pict. Co.
WASHINGTON, D. C.
Byron, Inc.
TORONTO, ONT.
Peerless Laborolories
CLEVELAND, O.
Motion Picture Prods.
DAYTON, O.
Wright-Patterson A. F. B.
DETROIT, MICH.
Jam Hondy Orgonization
EAST LANSING, MICH.
Capitol Film Service
CHICAGO, ILL.
Chicogo Film Lab-
Crescent Film Lobs.
Wilding Picture Prods.
Ideol Pictures Corp-
OAK PARK, ILL.
Atlas Film Corp.
ST. PAUL, MINN.
Reid H. Roy Film Inds.
KANSAS CITY, MO.
The Colvln Company
ATLANTA, GA.
Distributor's Group
DALLAS, TEXAS
Southwest Soundfilms
HOLLYWOOD, CALIF.
Peerless Film Proc. Corp.
Acme Film Lobs.
Columbia Pictures Lob.
Consolidated Film Inds.
Pothe Loboratories
Telefilm, Inc.
lOS ANGELES, CALIF.
Houston Color Labs.
BURBANK, CALIF.
Cinecolor Corporation
SAN FRANCISCO, CALIF.
W. E. Hockey
PORTLAND, ORE.
Sowyer's Inc.
to start your film
ofF right —
to keep it right...
longer —
always specify
^
EERLESS
FILM TREATMENT"
Peerless is convenient everywhere.
Write for FREE literature.
.-^^M^^c^ fILM PROCESSING
EERLESS CORPORATION
165 WEST 46TH STREET, NEW YORK 19, N. Y.
959 SEWARD STREET, HOLLYWOOD 28, CALIF.
SERVING OVER 8,000 COMPANIES WITH EACH ISSUE
The increasing interest in better communications within business,
industry, and government is reflected in the growing reader audience
served by Business Screen. This issue will reach more than 8,000
companies and agencies.
0Hj4f ^//e
ctloe> ^iUkPi . . .
Only
effective films are economical. Only well-planned and
well-written films can be effective. That's why we are regu-
larly f
employed to plan and write films for the most exacting
film users* in the nation. |||
*Names on request
Sc^ufdi Bif^
OeveAie Qn^of^ducci
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
709 ATLANTIC BLDG. -k
930 F STREET NW -k WASHINGTON 4, D. C. * EXECUTIVE 5941
♦ IN NEW YORK, ENTERPRISE 6535 •
UMBER 6 • VOLUME 11 • 1950
41
mmw IPIB(D]DW(D^.
TECHNICAL FACTS AND BUYING SOURCES FOR THE LATEST IN AUDIO-VISUAL
EQUIPMENT FOR PROJECTION AND PRODUCTION IN BUSINESS AND INDUSTRY
The ADmasler Display Unit
Automatic Color-Action Displays
♦ AUMATIC I'kOJECTOK COMPANY.
of Chicago, has released to the pub-
lic the ADmaster, newest in auto-
matic color-and-action for point of
sale display.
Scientifically designed and en-
gineered for foolproof operation
for an unlimited time, this equip-
ment accommodates from six to
eighteen separate illustrations and
messages, each of which remains in
view approximately four seconds
and then changes to the next in se-
quence.
Modern and compact, the unit is
21 X 16 X 151 2 inches and weighs
approximately thirty pounds. It
can be used to equal advantage as
a counter display, in windows or
as a salesman's itinerant display.
For further information, write
the ADmatic Projector Company.
Ill West Jackson Blvd.. Chicago 4.
New Kodaslide Table Viewer
♦ Eastman Kodak Co.mpanv an.
nounce a new, simple and inexpen-
sive 2x2 inch table viewer which
is designed to bring projection-type
viewing of miniature color slides
within the reach of all picture
takers.
A single, compact unit, the
Kodaslide Table Viewer, includes
a high-quality miniature slide pro-
jection system and Kodak's special
newtype Day-View screen so that
miniature color transparencies can
be projected in full brilliance in
ordinary room illumination or full
daylight without darkening the
room, or setting up a separate pro-
jector and screen.
Featuring particularly cool op-
eration, the Kodaslide Table
Viewer, 4X. has an optical system
which consists of a three-element.
Lumenized Kodak Projection Ek-
tanon Lens, 50mm f/3.5; a 115-volt
IJayonet Candelabra Projection
Lamp with a 50-hour life expect-
ancy; a spherical Lumenized glass
reflector, a tempered heat-absorbing
glass, and Lumenized spherical and
aspheric condensing lenses: and
three aluminized front-surface pro-
jection mirrors.
Ideal for personal viewing of
transparencies and for small group
showings, the new JX will be avail-
able through all Kodak dealers.
New Cine Projector Attachment
Promised for Slidefilm Showing
♦ York Industries of Detroit
will soon offer to the public the Uno-
scope. an attachment for 16mm pro-
jectors that will project single
frames of stripfilm without loss of
light for an indefinite period of
time.
Designed to fit into the lens open-
ing of most lOnnn silent projectors,
the Llnoscope projects the film in-
stead of the regular film track which
prevents loss of light and overheat-
ing of film. A hand-operated feed
knob controls the projection time
for each frame and shots may be
viewed as long as desired.
The approximate cost of produc-
ing silent stills with a standard
16mm camera is three pictures for
one cent as compared with the costs
of conventional slidefilms which
varies from twenty to fifty cents per
slide.
s\«^
lit*
o-^^t
Deluxe Challenger
offers theotre-quolily
projection in o con-
venient, eoiily carried
mounting. Sizes from
30" « 40" through
70" j^ 70"
Why Da-Lite Screens Are Better
A, Three opoque coalings
8. Strong non-crocking, non-
sagging fobrJc
C. Higheif quality Pyroxylin
facing
D. Cooling fuses beods ro
Pyroxylin
E. Da-Lite Cryslol Beods for
moximum brightness
A DA-LITE.
CRYSTAL-BEADED
SCREEN
A soiled or worn screen can spoil
the most carefully made film pro-
duction. That's why leading film
producers for years have been ad-
vising—"Check the condition of
your screens regularly and replace
dull or soiled screens promptly!
For best results choose
DA-LITE Crystal-Beaded
Screens! The greater light reflec-
tion of the Da-Lite Crystal-
Beaded surface brings out all the
details and fine gradations of tone
and color that the camera has
captured. This finer screen fabric
is available in many styles of
mountings for every projection
need. Ask your supplier to show
them to you.
Write for FREE sample of Da-Lite Crystol-Beoded Screen lobric.
Compare it witli your present screens and see if ttie Do-lite surface
doesn't make your pictures 200% to 500% brigliter. Also ask for
helpful folder "Planning for Effective Projection."
DA-LITE SCREEN COMPANY, INC.
3703 N. Pulaski Road • Chicago 39, 111
Compco Broadens Shipping Cose
Line With New Durable Products
♦ Two kinds of fiber cases for
shipping movie films and salon
prints are now available from the
Compco Corporation. Chicago.
The "economy line" case, made
of non-vulcanized fiber, fabricated
and reinforced with steel corners, is
light in weight. It is fitted with web
straps and has a large 4x6'.; incli
address card holder.
For longer service, the Conipcn
16mm films shipping case of dur-
able vulcanized fiber has been de
signed. Heavily varnished inside
and out for weather proofing, thf
case's full telescopic construction
gives about 50% additional ca-
pacity. Steel reinforced corners and
web straps make it extra strong.
Complete details may be obtained
from the Compco Corporation, 2251
W. St. Paul Ave., Chicago 47. 111.
Precision Projection Pointer
Announced by EdnaLite Optical
♦ A projection pointer which
enables a lecturer to cast a micro-
sharp, clear, color-free, arrow-image
the full length of an auditorium
while simultaneously operating the
projector has been perfected by theiii
EdnaLite Optical Company. '
Producing clear, non-fuzz definiii
tions of even microscopic organisms^
and photomicrographs of all colors
and densities, the EdnaLite instru-|
ment in no way interferes with lhe|
subject matter.
Made from precision lathe-ma-
chined, light metals, completely
anodized. the Projection Pointer is
perfectly hand-balanced with feather
touch momentary switch. It ojierate?
on 11,5 volt AC, with built-in trans-
former and comes complete with
25 feet of detachable cord. I
Further details are available from-j
the EdnaLite Optical Company. 126.:
N. Water St.. Peekskill. New York.,
rade Name Reg-
Pol. OB
Quality Screens
Since ?909
GE Lamp Department Develops
Repeating Flashtube for Video l_
♦ Development of a repeating flash-Jl__
tube, designed to produce clearett
televised motion pictures at lows
operating costs than were formerlf
possible, has been announced byi
General Electric Lamp Departmentil
at its Nela Park headquartei
Cleveland. '■
Designated as the new G-E Flash-
tube No. "231." this new TV lightl]
source is similar in principle to thi
photographic flashtubes developed?
by GE during the war and since
which are capable of emitting thou-
sands of intense flashes of light with
durations down to 1 l.OOO.OOOth of
a second.
Improvements over other systems
Esi
42
BUSINESS SCREEN MAGAZINE
iipfl are: a steadier arc resulting
1 reduced picture flicker: marked
"duction in liulli blackening with
C(>rrespon<ling ini[)ro\enient in
laintenance <if light output: greatly
icreased lamp life: and simplifica-
on in adjusting the transmitter for
[■St picture i|uality.
The "Shopper Stopper" Unit
sntinuous Slidefilm Projector
ow Offered by Harwald Company
For point-of-purcliase advertising.
HE Harwald Company, Inc., is
)\v offering the Shopper Stopper.
continuous slidefilm projector pre-
nting 18 brilliantly lighted pic-
res at 6-second intervals.
Featuring an exceptionally wide
In New York It's
Rll D V EDITORIAL
U D I SERVICE, INC.
Complete film editorial Facilities
For Motion Picture A Television
Production
Soundproof Air-Conditioned
Private Editing Rooms
Modern Equipment For
E\-ery Technicai, Require-
ment — 35 & 16mm
Rentals By Day, Week or Month
ALL NEW MOVIOLA EQUIPMENT
Equipment Available for
Off The Premise Rentals
729— 7th .4ve., N.Y. at 49th St.
Tel. : Circle 5-5640
viewing angle and washable glass
base, the unit has a newly designed
film track which gives a film life of
six months or more. The cabinet is
15'\| inches high. 12 inches wide and
12-li inches deep with a picture size
of 9''s by 7-3 16.
Complete information on the
Shopper Stopper is obtainable from
The Harwald Company. Inc.. 1216
Chicago Ave.. Evanston. 111.
Power Rewind, Cleaner-Inspector
Developed for Filmstrip Use
♦ V\ ith the growing use of filmstrip
and the consequent need for its care
and maintenance, a filmstrip power
rewind, cleaner and inspector has
been designed by the Standard Pro-
jector and Equipment Company.
Chicago.
Designed to rewind and clean a
70-frame filmstrip in five seconds,
the new REWIND cleans both sides
of the filmstrip while it is being in-
spected. No electrical connections
are needed.
Available as an accessory to the
Standard filmstrip projector, or
alone, the Rewind is obtainable
from the Standard Projector and
Equipment Co., Inc., 205 West
Wacker Drive, Chicago 6, Illinois.
Growing Use of Hand Viewers for
Business Reported by Ettelson
♦ Tru-Vue three dimensional films
kits will be used by salesmen of the
S. A. Hirsh Manufacturing Co., and
the Ivanhoe Restaurant, both of Chi-
cago, as a selling tool to show cus-
tomers realistic presentation of fa-
cilities and services of these com-
panies.
Among businesses currently using
Tru-Vue kits are the Ford Motor
Company, the Rock Island Railroad.
Hiram \^"alker Distilleries, Walter
Johnson Candy Company and
others.
David Ettelson & Associates.
Chicago, produced the Hirsh and
Ivanhoe programs as part of a spe-
cial Tru-Vue development cam-
paign.
For Sale
MOTION PICTURE FILM LABORATORY
Complete for 35mm and 16mm Productions
Stills ir Trailers ic Slides
Established 30 Years • Heart of San Francisco
FOR DETAILS WRITE;
C. R. Skinner Manufacturing Co.
294 Turk St., San Francisco
The basic principlcrf of First Aid are portrayed in
Johnson & Johnson's film "Help Wanted. "This 16-
mm. sound picture contains interesting and import-
ant information. Thirty minutes of realism.
If you want to give a showing to groups interested
in First Md, send the coupon below. No charge,
except you pay the return postage for the film.
I JOHNSON & .JOHNSON
^^ I Dept. •■£•■ New Brunswick, N.J.
^^^A I Please send me informafion on the Motion Picture
^^B "HELP WANTED. •■
^^^1 Name
i address
^^^^gl City State
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND IVIAURER CAMERA
• 115 V. UNIVERSAL MOTOR— AC-DC
• VARIABLE SPPEO 8-64 FRAMES
• SEPARATE BASE FOR CINE SPECIAL
• ADAPTER FOR MAURER CAMERA
Interchangeable Motors:
12 Volt DC variable Speed 8-64
Fromes.
115 Volt AC 60 Cycle. Synchronous
Motor, Single Phose,
220 Volt AC 60 Cycle, 3 Phase, Syn-
chronous Motor.
anil Miichril Cnmfia*. .Itniort fnr Bnlex and
t'llnut I'.a'tfni.t. T'atr l.a[tte F.'iutpmtni.
NATIONAL CINE EQUIPMENTjNC.
20 West 22nd Street
New York 10, N. Y.
UMBER 6 • VOLUME 11 • 1950
43
\
TEMPeREO I STEEL
REELS. CANS
AND FIBER SHIPPING
CASES
. (1^ rT-X'- ^
''•>.
'■*''^m^:^Jt^^
Compco products ore specially
built to meet the exacting
repuirements of professional
n,ovie makers ... and priced
to keep your budgets low.
THE LINE THAT OFFERS
YOU A COMPLETE RANGE
OF « mm * """" *'"*
C<mv|>Co
S,. »»U1. AVI
,.• »Wi. CHICAGO 47
The Hallen B-22
Synchronous
Magnetic Recorder
Engineered for the Professional
[
*l,«50»o
alien
CORPORATION
3503 W. OLIV: AVENUE
BURBANK • CALIFORNIA
Schenley's TV Sales Convention:
(CONTINUED FROM P .\ G E F O I R I
Phoenix. New Haven. Providence and Rock
Island.
All told, approximately 10.000 Schenley rep-
resentatives in 38 cities viewed the proceedings.
"Closed channel television," Loewi concluded,
"opens a new era for the sales manager. It
puts a firm's top executives in face-to-face con-
tact with sales representatives in regions hun-
dreds of miles apart." he added. "A closed cir-
cuit program permits instant transmission of
top management policies and programs to key
personnel in territories throughout the country.
Sales meetings of thousands of company repre-
sentatives can he held as secretly as a director's
meeting in a locked board room."
* * *
Canadian Association of Film Producers
Holds Annual Two-Day Meeting in Ottawa
■¥- The Canadian Association of Motion Picture
Producers and Laboratories were hosts at a din-
ner given for W. Arthur Irwin. Canadian Gov-
ernment Film Commissioner, during their meet-
ing in Ottawa Sept. 29-30 at the Chateau Lau-
rier. The dinner was the highlight of a two-day
session which brought together key representa-
tives of the majority of Canadian film studios.
Speakers at the dinner were Mr. Irwin. Tay-
lor Mills of the Motion Picture Association of
America. A. H. Newman of the Department of
Trade and Commerce, and J. J. Chisholm. pres-
ident of the Producers Association.
Will Produce Canadian Promotion Film
During the session the Canadian Producers
Association decided to make an all-Canadian
short subject Canada the IXalion which will be
released by a U.S. major distributor. Arrange-
ments for the production of the film are being
made by the Canadian Cooperation Project.
The picture will be designed to interpret Canada
to the U.S. and foreign theatre-going public.
Mr. Mills, who is now working closely with
the Canadian producers to advertise Canada
abroad, explained the Canadian Cooperation
Project, pointing out that it is a branch of the
Johnson office in the United States.
Take Steps to Increase Film Interest
During the day Mr. Alex Miller of Toronto,
manager of the Canadian Association of Adver-
tising Agencies, described the structure of ad-
vertising agencies. A committee was formed to
study with the C.A.A.A. how industrial films
can become a more potent advertising medium.
Secretary Graeme Fraser reported on plans for
the annual Canadian Film Awards and the As-
sociation decided to offer full cooperation to the
Canadian Association of Adult Education, spon-
sor of the Awards.
A resolution was also passed offering full
facilities of the industry to the Government in
the event of a national emergency.
For Sale — Inc. T.V. Rights
Please Bid
Feature — World War I and Events 1910-20.
Special Oldtime Movie Satire
"Power of Innocence"
"A Religious Pointing" — Color or B&W
Apply W. J. AHERN FILMS
716 Federal St.. Troy. N. Y.
THE MART MESSAGE
SEND FOR ILLUSTR,\TED BOOKLET ON
"THE COLORTRAN STORY"
and you will be amazed by the way Colortran
uses ordinary house current to provide high
intensity studio illumination with 150 watt
bulbs.
SALES DISTRIBUTORS RENTALS
GET COLOR RIGHT with COLORTRAN
LIGHT
CAMART OPTICAL EFFECTS UNIT will
permit the filming of special effects in your
own camera, previously impossible without
additional laboratory work. Price with 4 sur-
face prism (plus tax) $99.75
CAM.\RT TV MIKE BOOM, the sturdy and
dependable boom with the 13' extension arm
that you can fold up and put into your car
during transportation. Has rear handle for
directional mike control. Price $261.85
HALLEN MAGNECORD KINEVOX
17V2mm magnetic film and M inch tape re-
corders. Synchronous for 16mm and 35mm
cameras. Meets high professional standards.
ARRIFLEX HEADQUARTERS
Wide selection of 35mm Arriflex handcameras
with 200' or 400' magazines, three matched
Astro or Zeiss lenses, tripods, batteries, all
accessories. Ideal for television newsreel work.
WANTED: Mitchell cameras, tripods, movi-
olas, cine-specials. Send listing.
THE CAMERA • MART INC.
70 WEST 45lh ST.
NEW YORK 19, N. Y.
CABLE ADDRESS-CAMERAMART
WORLD-WIDE SERVICE
. f. SPECIALIZED ^c
10 LABORATORY ^*^
""( SERVICES )"""
COLOR • B&W • BLOWUPS • REDUCTIONS
35mm
3-COLOR PRINTS
ENLARGED DIRECTLY FROM
16nini COLOR ORIGINALS
16mm Optical Printing-masters for
use in making color release prints
Precision Fine Grain B&W Blow-up
Negatives from 16mm Originals
Special Effects • TV Film Services
Slides Duplicated Optically
Experimental Work
FILMEFFECTS
OF HOLLYWOOD
1 153 N. Highland Avenue
Hollywood 38. Calif.
Hollywood 9-5808
44
BUSINESS SCREEN MAGAZINE
PRODUCERS!
ANOTHER NEW SERVICE!
A NEW PHOTOGRAPHIC SERVICE
COMBINING LIVE ACTION WITH ANI-
MATION IN ONE OPERATION. LOW
PRODUCTION COSTS FOR TELEVISION
AND COMMERCIAL PRODUCERS.
CINEMA RESEARCH
ANNOUNCES...
The installation of two ACME ANIMA-
TION CAMERAS with special back-
ground projection unit.
Price Inquiries and personal inspec-
tion of our facilities cordially invited.
16MM or 3SMM • SLIDEFILMS
ANIMATION TITLES . COLOR OR
BLACK AND WHITE
CINEMA RESEARCH
CORPORATION
7000 Romaine St. • HUdson 2-7464
HOLLYWOOD 38, CALIFORNIA
EDL SOUND READER
Used with Rewinds For Editing
16mm and 35mm Sound Film
* Completely self contained, PM Speaker, volume
control, off on switch, etc., all inside compact
eVe" H X 6" \V X 6" deep case. Weight 7 Ih.
* 3W audio power.
* Operates on 1 17V 60 cycles .-^.C.
* No Fly Wheel— instant start and stop, with no
damage to film.
if Price $163.00 net F. O. B. Chicago.
EDL COMPANY
MILLER STATION, GARY, INDIANA
Film Audience Researcii:
(Continued From Page Twenty-Three)
sions left by the film more favorable than before.
. . . Story Without End did even better than the
revised Screen Review. It created favorable
changes in impression in all cases, in a number
of instances large ones, and also overall and ex-
cellent changes in attitude.
... In general, the impression and attitude
studies of these films revealed the extreme sensi-
tivity with which films affect opinions. Infer-
ences unpredictable in advance can be drawn
from seemingly innocuous statements in the
script, and can negate much of the favorable in-
fluence a film would otherwise have had. These
findings underline the desirability of testing, and
whenever possible pre-testing such films.
. . . Content analysis showed the films' contours
to be of two types, the first "jagged" with fre-
quent ups and downs of interest, the other much
more level with interest rising and falling in long,
gradual curves. The nature of the contour was
determined by whether there was frequent or in-
frequent change from straight to editorial matter.
Usually, but not always, drops in interest came
on editorializing. Such drops, which can be ex-
pected to some extent on "commerciar' material.
were minimized when the film shots were care-
fully selected to tie in closely with the editorial
copy.
. . . Other faults to guard against that were
brought out in content analysis included using
scenes without orienting the audience at the out-
set as to their purpose, and using trick production
techniques that emphasized entertainment at the
expense of demonstrating a point (as in the stop-
motion parade in Parade of the Relays I .
Business film sponsors will probably be doing
a great deal of re-evaluation after considering
the AT&T-Schwerin reports. Without doubt,
they are a major advance in establishing a more
effective measurement of audience attitudes, not
onlv on completed films already in distribution,
but on new films before release or even in rough
cut state.
The .\merican Telephone & Telegraph Com-
pany is much encouraged by the results of the
tests. It is not sure it has all the answers, but
considers the reports a definite step in the right
direction.
"Fluffy" the Nortfiem
Cub, starring in
Northern Paper Mills'
Television Commercials
j^ (5ma:pHi5!S
Something New!
The S. 0. S.
TRADING POST
Yoiir idle or surplus equipment may
fill the bill for another producer or
lab. Tell S.O.S. what you've got,
whether for rent or sale, and we'll
offer it to a receptive customer.
NO CHARGE FOR THIS SERVICE.
^ Send for 7 950 Catalog
Supplement, listing
hundreds of unusual buys'.
AGENTS FOR: Acme Animation • Blue Seal Recorders •
Brlcjgamatic Developers • Depue Printers • Fearless Dol-
lies ■ Auricon 1 6mm line • Hotlen Magnetic Recorders
Magnecorders • Smith Viewfinders • Colorlron tites •
Bodde Screens • ttollywood Printers • Zoomar Cine
Bolowstar lens ■ Kinevox Synchronous Mognelic Re-
corders • Mole Richardson lighting.
MANY ITEMS AVAItABlE ON TIME PAYMENTS
\ /
Write for Details
S. O. S. asiurti Top QucUi)
and LoKcsl Possible Prices —
a combination that cannot be
beat. 24 years of strict adher-
ence to square dealing.
S. 0. S. CINEMA SUPPLY CORP.
Dept. H. e02 West 52nti St., New York 19
MBER 6 • VOLUiME 11 • 1950
45
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
(
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection
Service, 182 High St., Hartford 5.
Eastern Film Libraries, 148 Grand
Street. Waterbury 5.
• DISTRICT OF COLUMBIA •
Jam Handy Organization. Inc.,
Transportation Bid p. .Washing-
ton 6.
The Film Center, 915 12th St.
N.W., Washington.
The Walcott -Taylor Company,
Inc.. 501 Mills Bldg., X^'ashing-
ton. 6. D. C.
• MARYLAND •
Robert L. Davis. P. O. Box 572.
Cinnberland.
Howard E. Thompson, Box 204.
Mt. Airy.
• MASSACHUSETTS •
Bailey Film Service, 59 Chandler
Street. Tel. 4-0214. Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street. Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
Association Films, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Council Films, Inc., 50 N. Main
St., Homer, N. Y.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service,
Inc., 1560 Broadway, New York
19.
The Jam Handy Organization,
Inc., 1775 Broadway. New York.
Mogul Bro8.,Inc., 1 12-114 W. 48th
St.. New York 19.
Jack Patent, 13 East 37th Street,
New York 16.
S. O. S. Cinema Supply Corp.,
602 W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave.. New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 State
St., Albany. Also 28 Genesee St.,
New Berlin. New York.
PENNSYLVANIA
Jam Handy Organization, Inc.,
917 Liberty Ave.. Pittsburgh 22.
J. P. Lilley & Son. 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St.. Philadelphia 39.
• RHODE ISLAND •
Weslcott, Slade & Balconi Co.,
95-99 Empire St.. Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington St.,
Phone 2-5311. Box 6095, Station
A. Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043. Box 1389. Hunting-
ton.
SOUTHERN STATES
• ALABAMA •
Stevens Pictures, Inc., 506 Eight-
eenth St., North, Birmingham.
• FLORIDA •
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1615 Hendricks
Ave., Tel. 9-1906. Jacksonville.
Southern Photo and News. 608
E. LaFayette St.. Tampa.
• GEORGIA •
Stevens Pictures, Inc., 101 Walton
St., N. W., Atlanta 3.
• LOUISIANA •
Stanley Projection Company,
2111 •; Murray St.. Alexandria.
Stevens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
Stirling Visual Education Co.,
1052 Florida St.. Baton Rouge.
Delta Visual Service, Inc., 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St.. Jackson 110.
Jasper Ewing & Sons, 227 S. State
St.. Jackson 2.
• TENNESSEE •
Southern Visual Films, 687
Shrine Bldg., Memphis.
Tennessee Visual Education
Service, 416 A. Broad St.. Nash-
ville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St.. Richmond 20.
National Film Service, 202 E.
Gary St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 719 Main
St., Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 24, E.
Eighth Street. Chicago 5.
Association Films, Inc., 206 S.
Michigan Ave.. Chicago 5.
Jam Handy Organization, Inc.,
230 N. Michigan Ave., Chicago 1.
Midwest Visual Equipment Co.,
6961 N. Clark St.. Chicago 26.
Swank Motion Pictures, 614 N.
Skinker Blvd.. St. Louis 5, Mo.
• INDIANA •
Burke's Motion Picture Co., 434
Lincoln Way West, South Bend 5.
• IOWA •
Pratt Sound Films, Inc.. 720 3rd
Ave.. S.E.. Cedar Rapids. Iowa.
Ryan Visual Aids Service, 409-11
Harrison St.. Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610
Olive St., St. Louis 1.
Swank Motion Pictures. 614 N.
Skinker Blvd.. St. Louis 5.
• MICHIGAN
jn Visual Education*'!™
Engleniai
Service. 4754-56 Woodw ard Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd.. Detroit 11. ;
Capital Film Service, 224 Abbott
Road. East Lansing, Michigan.
• MINNESOTA •
National Camera Exchange, 86 S.
Sixth St., New Farmers Mechanics
Bank Bldg., Minneapolis 2.
• OHIO •
Ralph V. Haile & .Associates, A \i]
215 Walnut St., Cincinnati. f
Manse Film Library, 2514 Clifton
Ave.. Cincinnati 19.
Academy Film Service Inc., 2300
Payne Ave.. Cleveland 14. .M^et
Carpenter Visual Service, Incr,'r
13902 Euclid Ave.. East Cleveland
12. Ohio.
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
II
46
BUSINESS SCREEN MAGAZINE
LOCAL AUDIO-VISUAL SUPPLIERS
fan Film Service. 3228 Euclid
Vve., Cleveland I.t.
nray Films, Inc.. 2108 Payne
\ve.. Cleveland 14.
11 Handv Organization. Inc.,
ill) Talbutt Building. Dayton 2.
ryman Films Inc.. 400 West
First Street. Dayton.
H. Martin Company. 50
Zharles Ave.. S. E. Massillon.
• WISCONSIN •
H. Flath Company. 2410 N. .5d
St., Mihvaukee 12.
WESTERN STATES
• CALIFORNIA •
maid J. Clausonthue. 1829 N.
Craig Ave.. .Vltadena.
•ast Visual Education Co., 5620
Hollywood Blvd.. Hollywood 28.
>llvwoo(l Camera Exchange,
1600 N. Cahuenga Blvd.. Hollv-
wood 28.
ni Handy Organization. Inc..
7046 Holivwood Blvd.. Los An-
geles 28.
like Company, 829 S. Flower St.,
Los Angeles 17.
>indler & Sauppe. 2201 Beverly
Blvd.. Lo* Angeles 4.
isociation Films. Inc.. 351 Turk
St.. San Francisco 2.
R. Skinner Manufacturing
Co., 292-294 Turk St.. San Fran-
cisco 2.
• COLORADO •
ome Movie Sales Agency, 28 E.
Ninth Ave.. Denver 3.
• OKLAHOMA •
aseco. 2301 Classen. Oklahoma.
City 6.
I. O. Davis, 522 N. Broadway,
Oklahoma Citv 2.
kirkpatrick. Inc.. 1634 S. Boston
.\ve.. Tulsa .5.
• OREGON •
.Audio-Visual Supply Company.
429 S. ^ . 12th Ave., Beacon 37U3.
Portland 5.
Moore's Motion Picture Service.
306 S. W. Ninth Ave., Portland 5.
• TEXAS •
.Association Films. Inc.. 1915 Live
Oak St.. Dallas 1.
Audio Video. Inc.. 4000 Ross Ave..
Dallas 4: 1702 Austin Ave..
Houston.
George H. >Iitchell Co.,
Haskell. Dallas 1.
712 N.
Capitol Photo Supplies, 2428
Guadalupe St.. Phone 8-5717,
Austin.
• UTAH •
Deseret Book Company. 44 E. So.
Temple St.. Salt Lake City 10.
• WASHLNGTON •
Audio-Visual Supply Company.
24.50 Bover Avenue, Franklin
20G3. Seattle 2.
CANADA
Audio-Visual Supply Company.
Toronto General Trusts Building.
\S innipeg. Man.
FOREIGN
Distribuidora Filmica ^ enezo-
lana, De 16MM.. S.A., Apartado
706 Caracas, Venezuela, S.A.
$IO°J
. £ACJ/
CINECRAFT SIPPIY CO.
^;tdau^e^/(n ja& ^
l%n riANKLlN AYE.
CIIVIIAND 13. Olio
mn YOU SEEN
A DEMONSTRATION
OF THE NEW. . .
* SOUND SLIDE FILM
PROJECTOR
* PUBLIC ADDRESS SYSTEM
* 3 SPEED PHONOGRAPH
DuKane
AUTOMATIC
OR
MANUAL
OPERATION
SUCCESSOR rO THE
EXPlAINErrE "EDUCATOR"
A BUSINESS SCREEN READER SERVICE
?■
e<t/
YOU CAN GET
A DEMONSTRATION
OF THE NEW
DuKane
AUDIO
VISUAL EQUIPMENT
FILL IN ... SEND COUPON TODAY!
OPERADIO MFG. CO.
DEPT. BS-1050, ST. CHARLES, ILLINOIS
WITHOUT COST OR OBLIGATION PLEASE
i ' Arrange for o cost-free demonjlrolion of the
New Du Kone unit. C Send New circular.
NAME
ADDRESS.
CITY
UMBER 6 • VOLUME 11 • 1950
47
r
^
SELF- ALIGNING,
SELF-CENTERING
STEREO BINDERS
STEREO BINDERS
ALL STEEL — WITH GLASS
Mounting stereo slides is eosy with these
binders that automatically center and align
the film. Cadmium ploted frames, with 2
pieces of clear glass protect against finger-
prints, dirt, dust. No masks, tape, or tools
needed. Snap together, and apart for use
over and over. Fit all popular viewers and
projectors.
24 complete sets $4.50
Also avalloble in large bulk quantities
Prices on request
BRUMBERGER STEREO FILES
FOR SAFE & HANDY STORAGE
n'K tor nee CATjtlOC
24 Thirty-Fourth St., Bklyn. 32, N. Y.
m
^^^H^^^R?^^PL.-^JpkBpL
■^ "^
m
mm
■
I^^^K^H
■H ,,;v_
m
i
^f ''''r^^^-M|J|M^M
^^^p
Reels
For t6mm. Film — 400 to 2000
Protect your films
Ship in FIBERBILT CASE
Sold at leading dealers
S
inal
ses
is
RK
Only
Fiberbilt
bear
TRADE
SHIPPING Mf
Industrial Films in Sweden:
(CONTINUED FROM !• A (; K THIRTY)
specialized methods of manufacture. In this
case sound slide films are sometimes used.
The concern in which the writer is employed
even makes use of simple, home-made 16mm
films for the purpose of studying methods of
simplifying and rationalizing manufacturing
processes. Several films of tlie "before and af-
ter" type have been made and are used for
training foremen and Time and Motion study
personnel.
Brin(; Technical Equipment Into Meeting
Home-made, very inexpensive films are also
used as a means of translating a machine or
method of operation into the conference room
so that experts are able to discuss the problems
arising from it with the visual aid of a film.
In certain cases the film has been used as
means of recording manufacturing methods and
processes when the factory is to be moved from
one place to another. The film is then shown
to the workers at the new factory to give them
an idea of how work is carried out. before they
connnence production.
Show Films to Workers in the Shop
A particularly unglamourous method of ex-
hibiting films has been practiced with films of
a general, informative character. A screen is
put up at suitable places in the workshops and
the performance commences immediately after
work has ceased. The workers are naturally no-
tified of the film beforehand, and those who are
interested stay behind in the workshop, sitting
on benches or machines. The films are of short
duration. 10-15 minutes, and these "by-the-way"
performances have proved very popular. It is
evident that the "audience" appreciates this sim-
ple, but attractive and readily accessible method
of gaining valuable information which does not
take up any more of their time than the few
niiimtes actually required for showing the film.
Editor's Note: We are indebted to Mr. Anvin,
a recent visitor to the U.S. as an observer of in-
dustrial film practices for his company. ASEA.
and for other Swedish industries. Remarkable co-
incidences of film application are evident in his
excellent report.
V4CUUIII4H
Business Firms, Libraries, Advertising Com-
panies, Film Distributors, etc., Vacuumate
Corporation offers quick relief for film head,
aches,
BY TAKING OVER COMPLETE
FILM HANDLING PROBLEMS
• FILM PROCESSING
• CLEANING
• REPAIRING
• SHIPPING
• STORAGE
All bookings promptly
filled.
MATE CORP.. 446 W. 41ld St.. NEW YORK
LINE VOLTAGE BOOSTER
FOR PROJECTORS
. . . is the answer
to fluctuating and
low line voltage—
-^ increases
illumination
-A: increases clarity
of sound
Can raise 85 volts to 120
volts with 1250 watt load.
THecUa, ^*tc.
1634 South Boston
Tulsa, Oklahoma
Distribute Your Own Films!
To get the most public relations value out of your
company's films, Ihey should be offered !o audiences
directly by you,
tef us show you . . .
how we can set up o distribution service in your name.
We promote the film, handle oil shipping, storage and
inspection details from our own offices.
Now operating film libraries for:
American Foot Care Institute, American Nursing Ass'n.,
Bates Fabrics, Inc., Better Vision Institute, Inc., Mexi-
can Government Tourist Commission, Nat'l Board of
Underwriters, Sugar Information, Inc., and Tea Bureau,
Inc.
Bureau of Communication Research, Inc.
13 E. ariH ST. * NEW YORK 16, N. Y. * MU 9-4175
STUDIO RENTAL
USE IT AS YOUR OWN
cameramen and crews avail-
able off or on location.
directing and script writing
services.
art, animating and editing.
16 and 35 mm cameras.
Forest Film Productions, Inc.
5823 N. Clark St. Chicago, III.
RAvenswood 8-9733
SOUND RECORDING
at a reasonable cost
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTORE SEDVICE,
7315 Carnegie Ave., Cleveland 3, Ohio
■k
cuiur currevi
'color correct'
'color correct
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'piilnr pnrropt
exclusive with
byron
the ultimate in 16mm
studios and laboratory :
1226 Wisconsin ave., n. w. •
Washington 7, d. c
phone dupont 1800
72 hour service
\
I
1
is a dramatic demonstration of the factual fruits
of the American freedom of choice.
Reporting facts, not fiction — and delivering them
without preaching or special pleading — this out-
standing documentary in full technicolor was
produced by
ZKtIl HANDY
(^/Z^Ofi^a^^^^
for the Dearborn Motors Corporation as a contribution to our national thinl
,ci^t^v:^>^:k
^\i^^ aCN 'V »\, \>s *\ i, -^^^
%^
■^■■■^
1
P
a
jj^
VISUALIZATIONS • TRAINING ASSISTANCE • SL; FILMS • TELEVISUALS • MOTION PICTUHIi
mmm screen
n
A G A Z
N E
ISSUE SEVEN OF VOLME ELEVEN • 1950
glllllllllllllllllllllilIllll«fllll«llllllillilllMI!lia!»IBK!lll»«ll«i™ilil»lil«il!!«l9»«™
I This month's fvatnre: |
I NEW SPONSORED FILMS |
I MEET NATIONAL PROBLEMS |
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii»iimi3iiii»imiii»i»iiiM
ife
• «*
,J"U- "J'-' ■•••"'
/
For over 25 years, Mitchell Cameras have set profes-
sional photographic standards for the Motion Picture
Industry. These flawlessly designed, ruggedly con-
structed cameras have proven themselves in smooth,
positive operation under the most exacting condi-
tions. Today, as yesterday, the World's greatest 61ms
depend upon Mitchell — professional equipment for
truly professional results.
lirnm ntOFESSIONAl
Th« 16mnl Professionol hos the some proven Mitchell 3Smrn
features — to bring 35nitn quality to 16mm screens. Equipped
with 16mm Mitchell blimp, this camera is a favorite of lead-
ino commercial producers for sound photography.
The Mitchell 35mm Comera — standoro equipment of major studios
—is internotionolly known for dependability and performonco. For
superb photogrophy, Mitchell 35's or* available in BNC (blimp '
unnjc^qn^^j^oil^JWpjj^BOdel^yjej^wnMJJgjJJgJJJ^
/ff/fcAe// Carme^a
CORPORATION
666 WEST HARVARD STREET • GLENDALE 4, CALIFORNIA • CABLE ADDRESS: 'MITCAMCO'
EASTERN REPIIESENTATIVI: THEODORE ALTMAN • S21 FIFTH AVENUE * NEW YORK CITY 17 • MURRAY HILL 2-703t
85%of the motioi^pictures shown in theatres throughout the World are filmed with a Mitchell
UK MlilNGS
- and each time a top-fligJtt pictare
\^"hen a motion picture is really good, it? value over
a period of years is out of all proportion to the cost.
In 19.38 we produced for American Can Company an
educational picture entitled "Jerry Pulls the Strings."
Since that time it has heen shown to nearly eight million
students in American schools, and it's still going strong.
Recently we produced a second educa-
tional picture for American Can Companv
—"\ itamin Rivers." In full color. Its pur-
pose is to give future housewives and future
breadwinners some of the historv of
canned fruit and vegetahle juices — also to demonstrate
their convenience and goodness.
^ e fully expect that this second picture vrill perform
as bravely as the first, since already more than 200
prints are in constant circulation — all of which sug-
gests that if you're interested in getting full return for
your motion-picture money, you woiild do
well to consider Caravel. And to ask our
clients whv they repeatedly come hack to
Caravel — in the case of one of the leading
oil r<imiHtnies as many as 50 times!
CARAVEL FILMS
INCORPORATED
30 FIFTH AVENUE • NEW YOHK
TEL. CIRCLE 7-6110
It's
LATER
than you
THINK
The fable of the busy ant and the lazy grasshopper is a familiar one . . .
but even more familiar to the sales staff of the "Zerone"-"Zerex" Anti-freeze
Section of E. I. du Pont de Nemours & Company is the story these little
creatures have to tell in connection with the particular problem which faces
Du Font's anti-freeze sales force every fall.
PROBLKM : to train jobber salesmen to sell dealers and help them
merchandise "Zerone" and "Zerex" Anti-freeze prior to the first freeze
of the season.
SOLUTION : two sound motion pictures produced by ATLAS for use
by Du Pont "Zerone" and "Zerex" sales representatives in meetings
with their jobbers' salesmen.
Do you have a short selling-season problem which requires high concen-
tration of sales power? Why not let us help you turn your objective into a
bull's eye.
ATLAS FILM CORPORATION
Creators and Producers
Tin SOUTH BOULEVARD OAK PARK, ILLINOIS
Chicago: AUstin 7-8620
^ j works for J. I. Case Company
MORE FOOD
FEWER ACHEi
No Sprocket Hole Damage
Exclusive Safe-Lock sprock-
ets literally stand guard over
film! Incorrect film thread-
ing is prevented. Film dam-
age cannot ' possibly occur.
This new construction makes
Filmosound even easier to
thread than before.
Single-Case Filmosound
For 16mm sound or silent
films. Governor-controlled
gear drive assures constant
film speed. Metered lubrica-
tion. Weight only 35'^ lbs.
with 6-inch built-in speaker.
Other models also. Write for
further information.
Guaranteed for life. During life
of the product any defects in
workmanship or materials will
be remedied free (except trans-
portation) .
Employees of J. I. Cose Company viewing film on modern farming
THE J. I. Case Company of Racine. Wisconsin has prepared a number
of movies showing the most modern and progressive farming
techniques. These movies are shown to company personnel, community
groups, and students.* Case dealers use the films at farmer meetings.
And for these extensive showings, the J. I. Case Company uses
more than 30 Filmosounds. This company has found that these precision-
made projectors mean more hours of clear, lifelike pictures, the best
in full, natural sound. The Filmosound is easy to carry, simple to operate.
To use movies to best advantage in your company, make sure you
show them with Filmosound. Your nearby Bell & Howell special
representative will be happy to explain to you the many advantages
of using Filmosound.
*Sound and silent films alike are offered free of charge to teachers, county agents,
program chairmen of farm groups and others interested in advancing farming
methods. Write to: J. I. Case Company. Racine, Wisconsin.
You buy for life when you buy
Bell f^ Hoii^U
Chicago 45
J M B E R 7 • V O LU M E 1 1
1930
J Want your
^M fi'ni showings
si to be successful? I
'm^'
ITS EASY to have a successful
film showing for meetings with
stockholders, directors, clients,
sales or business organizations
—when you call on the RCA
Service Company to handle the
showings for you.
Your sound motion pictures
will be presented faultlessly . . .
because the RCA Service Com-
pany takes over the supervision
of «// details.
A skilled RCA Service Com-
pany engineer will personally take
charge of every phase of your
showing . . . provide the projector
. . . the right kind of screen and
loud speakers . . . supply a skilled
projectionist ... set up a P. A. sys-
tem . . . arrange telephone tie-ins
from your headquarters to the
local meetings, if you desire.
And since RCA Service Com-
pany field engineers are located
in every state of the union, one
or a hundred film showings can
be successfully handled for you.
SEND
COUPON
FOR DETAILS
It costs so little to be sure your
film presentations are successful.
We'll be glad to send you com-
plete information on how the
RCA Ser\'ice Company can help
you get the best results from
your film showings.
KCA SIRVICE COMPANY, IMC.
) A RMOIO COttPOIHtTION ot AMIRICA SUBSIDIAKY
CAMDCN. MIW JCRSCr
Please send me complete information on your
Professional Motion Picture Presentations.
I7K
THE OFFSCREEN VOICE
We Have Lost a Friend and Pioneer
Leader in the Passing of Marie Witham
THIS AUDIO-VISUAL WORLD has lust a
dynamic business personality and one of
its real visionaries in the passing of Marie
Witham. founder and past president of the So-
ciety for Visual Education. Inc. Miss Witham
passed away suddenly at her home. Lakevvood
Estates. Dundee. Illinois on Friday, Noventber 3.
She made SVE a highly-respected and widely
known basic supplier of still projection equip-
ment as well as one of the principal producers
of fllmstrip and slide materials for the education-
al and religious fields. Her success story was
not onl)' a personal triumijh but helped to give
a much-needed background of perseverance and
confidence to the industry in which she was a
real pioneer.
Born in Mason, Ohio on April 19, 1889, she
began her business career with the Indianapolis
Street Railway. Her position as an administra-
tive executive in the utilities field led to her as-
sociation in 1920 with Barley L. Clark, one of
the founders of the Society for Visual Educa-
tion. In 1924 she was appointed general man-
ager of the Society and in 1929 she became its
president, holding this position until the con-
cern was sold to a new management group in
1949. She had continued to serve since that date
as a director and consultant of SVE.
We knew her as a friend and astute business
leader. But we remember her, too, as a graciQUs
hostess whose fondness for people and many
unheralded kindnesses will bfe sorely missed.
In addition to the host of friends within the
industry, Miss Witham's passing is mourned by
two sisters, Mrs. Opal Burke and Mrs. Nina
Guthrie, and a nephew, Melvin Guthrie, Jr.
~OHC.
BUSINESS SCREEN MAGAZINE
Issue 7 • Volume 11 • 1950
Issue Seven, Volume Eleven of Business Screen Magazine
published November 7. 1950. Issued 8 times annually at six-
week intervals at 150 East Superior Street. Chicago 11.
Illinois by Business Screen Magazines, Inc. Phone Whitehall
4-6S07. O. H. Coelln. Jr., Editor and Publisher. In New
York City: Robert Seymour. Jr.. 4S9 Fifth .Avenue. Telephone
Riverside 90215 or .MUrray Hill 2-2492. In Los Angeles:
Ed_mund Kerr. 6605 Hollywood Blvd. Telephone HEmpstead
.1171. Subscription $3.00 a year; $5.00 two years (domestic);
$4.00 and $7.00 foreign. Entered as second class matter May
2. 1946. at the post office at Chicago. Illinois, under Act of
March 3. 1879. Entire contents Copyright 1950 by Business
Screen Magazines. Inc. Trademark registered U. S. Patent
Office. Address advertising and subscription inquiries to the
Chicago oflce of publication.
SOUND RECORDING
at a reasonable cosf
High fidelity 16 or 35. Quality
guaranteed. Complete studio and
laboratory services. Color printing
and lacquer coating.
ESCAR
MOTION PICTURE SERVICE,
7315 Carnegie Ave., Cleveland 3, Ohio
Miss Marie With.am
aiidw-visual field mourns her passing.
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Branch Offices ond Distributors in Princlpol Cities
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1634 South Botton • Tulsa, Oklahoma ,
I
BUSINESS SCREEN MAGAZINE
r
VV HAT makes a newspaper a useful member of its com-
munitN' is the theme of "The Editor's Notebook," a picture
^^ ritten and produced b\' Wilding for the Chicago Daily News.
Beginning with the city room of 75 years ago, the film drama-
tizes the role plaved bv the newspaper as an influential citizen
of the \'oung and growing city and some of its achie\'ements
through the vears.
It is currently sho\%'ing at the Woods Theatre in Chicago's Loop;
and at the end of its run there, it n ill be booked into other
theatres of the Essaness chain in and around the cit^'.
CHICAGO=^
1345 Argyle Street
. NEW YORK
385 Madison Ave.
DETROIT*
4925 Cadieux Rd.
CLEVELAND
310 Swetland Bldg.
I HOLLYWOOD^
I 5981 Venice Blvd.
This is the third Wilding picture on Chicago screens this year.
The other two were "Big Tim," sponsored by Timken Roller
Bearing, and "Last Date," written and produced for Lumber-
mens Mutual Casualty.
ST. LOUIS
4053 Lindell Blvd.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTIONS, INC.
)TION PICTURES . SLIDEFILMS . TELEVISION FILMS
»
Kr,;^;^-".'!,ci'"S!'
Contact an RCA Victor Custom Record
Sales Studio, Dept. ME:
NEW YORK: 120 East 23rd Street
New York I 0, New York
ORegon 7-8000
CHICAGO: 445 Nortti Lake Shore Drive
Ctiicago I I, Illinois
Wtiiteholl 4-3215
HOllYWOOD: 1016 North Sycomore Avenue
Hollywood 38, California
Hillside 5171
Write for our Custom Record Brochure today!
. . make sure your slide film
SOUNDS like a million!
Give it the benefit of RCA VICTOR engineering'.
First-rate visual presentation must have the support of true-to-life
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major slide film producers rely on RCA Victor for a thoroughly
engineered record. RCA Victor's 50 years of experience and
advanced electronic techniques assure you unbeatable service in...
RECORDING PROCESSING PRESSING
• The most modern sound-reproducing equipment and facilities . . . latest
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• Engineers who specialize in slide film recordings assure the best presentation
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• Pure Vinylite plastic records — both standard and microgroove — packaged
in special slide film shipping cartons when desired.
• An extensive music library service. pg^j ^jg „^^^ ^bout RCA Service Company's
• Careful handling and prompt delivery. complete "Film Showing" facilities. See the
advertisement on another page of this issue!
custom
ft record
Radio Corporation of Americo
RCA Victor Division
sales
BUSINESS SCREEN MAGAZINE
li
CONTRAST ... for Lifelike Quality!
R' ^^vim9f^^"'^w^
'HH*'-
COMPARISON PROVES YOU GET
THE FINEST 16mm Projection witli the
^
Compare THE PICTURE! Screen images are more
realistic because the light output of the RCA "400"
produces the greatest range in contrast between the
brightest highlights and the deepest shadows. Pic-
tures are clear and crxsp to the corners and edges of
the screen . . . they are steady and sharp under the
largest magnification.
Compare THE SOUND! You'll hear voices, music
and sound effects reproduced with the dramatic
realism and tone shadings of theatre-like sound.
Compare THE QUALITY! The RCA '400' is a pre-
cision-made projector, specifically designed to give
years of dependable service at the professional
show level. It meets all the requirements for school
and church classroom use, as well as the needs for
mobile showings of films by business, industrial
and civic organizations.
The RCA "400" is your best buy! Add to these
features — simplicity of threading . . . ease of opera-
tion . . . portability . . . maximum protection to films
—and it's plain to see why the RCA "400" is the
finest I6mm projector you can buy at any price.
We'll be glad to send you illustrated literature and
name of yournearest dealer. Write Department 17K.
RCA "400" JUNIOR. The only iiug/e-case standard l6mm
sound projector oj fully professional quality.
RCA "400" SENIOR. Provides theatre-quality reproduction
of Ibmm sound and pictures for larger audiences, audi-
toriums or larger rooms.
VtSUAL RROOUCTS
RADiO CORRORATIOM of AMERICA
CMCINEERING PRODUCTS DEPARTMEMT.CAMOEM.M.J.
In Canada: RCA VICTOR Company Limited, Montreal
DUMBER 7 • VOLUME 11 • 1950
p
'cA
r I6mm \
KW*%.C^^^ Sound -On -Film
Society of Motion Picture and Television Engineers Elects
Peter Mole as President; Herbert Barnett, Vice-President
QUALITY EQUIPMENT - SENSIBLE COST
«s.
AORICON "Cine-Voice" CAMERA
100 FT. lOmm Sound-On-Film . . J69592
'JPtJf
AURICON BUMP (SounilProol Enclosure)
forE.K. Cine-Special 16mmCamera *35455
"AURICON-PRO" CAMERA
200FT.16mmSound-On-Film . . $11915?
"AORICON 1200" CAMERA
1200 FT. 16mm Sound for 33 minutes
Continuous Recording $28609^
w-*^J
Syoctirooous Motor Drive
for E.K.CmeSpecial 16mm Camera $145™
Sound-On-Film Recording
GALVANOMETER
Variable Area or Variable Density $45095
AURICON Sound-On-Film Recordmg Cameras provide ideal working tools
for 16mm Talking Pictures of all kinds, from Spot Newsreels and Sidewalk
Interviews to Major Studio Productions. Free Catalog fully describes this
Auricon Equipment in detail, plus "Double-System" Recorder, Dual
Phono-Turntable, and other Sound-On-Film Equipment. Sold on a 30 day
money-back approval basis. Write for free Catalog.
BERNDT-BACH,Inc.
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GUARANTEED ONE YEAR
RCA LICENSED
MANUFACTURERS OF SOUND-ON-FILM RECORDING EQUIPMENT SINCE 1931
k \cw pi-esideiU of ihe Society of
Motion Picture and Television En-
gineers is Peter Mole, president of
Vicile-Kicliardson Co.. Hollywood.
Herbert Barnett. General Pre-
( ision Laboratories, Pleasantville.
\.Y.. will serve as executive vice-
president and John G. Frayne, of
;he Westrex Corporation, Holly-
wood, has been elected editorial vice-
president. All three will assume
office on January 1, 1951.
Re-elected officers were William
C. Kunzmann, convention vice-presi-
dent, and Secretary Robert M. Cor-
bin. Other officers are Fred T. Bow-
ditch, engineering vice-president,
Ralph B. Austrian, financial vice-
president and Frank Cahill, treas-
urer.
The new SIVIPTE board of gov-
ernors, who will also take office Jan-
uary 1. includes: William B. Lodge.
CBS: Oscar F. Neu. Neumade Prod-
ducts Co.; Frank E. Carlson, GE,
Nela Park: Malcolm G. Townsley.
Bell & Howell: Thomas T. Moulton,
20tb Century Fox, Hollywood: Nor-
\\t)o(l L. Simmons, Eastman Kodak
.mcl l.lo\d Thompson. Calvin Co.,
K.C.
Awards of Fellowship in the So-
ciety were made to Gerald J. Badg-
ley, George L. Beers, Herbert E.
Bragg, Fred W. Gage, Raymond L.
Garman, Watson Jones, John P.
Livadary. William B. Lodge, Boyce
Neniec. Charles Rosher, John H.
Waddell. Emerson Yorke. and Fred-
erick J. Kolbe. Jr.
Zworykin Wins Progress Medal
for Basic Television Research
* Responsible for the liasic research
and developments which have made
telc\ ision a present day realitv. Dr.
Vladimir K. Zworykin has recent-
ly been awarded the 1950 Progress
Vledal by the Society of Motion Pic-
lure and Television Engineers, the
highest distinction conferred by the
society on an individual for signifi-
cant scientific contributions in a
new field.
Known as the scientific "father
of television." Dr. Zworykin is the
inventor of the iconoscope, tele-
vision's electronic camera "eye".
and he developed the kinescope,
electronic picture used in the home
receiver.
Given honorary membership in
the SMPTE, the vice president and
technical consultant of the RCA
Laboratories Division. Radio Cor-
poration of America, is at present
attempting to perfect a means of
color television.
Dr. E. W. Kellogg, noted author-
ity t)n acoustics, was also presented
an honorary membership.
Other major award-winners were
Charles R. Fordyce. superintendent
of the Department of Manufacturing
Experiments of the Eastman Kodakj
Company, who received the Samueu
L. Warner Memorial Award Medaffl
for research and development lead-
ing to wide commercial adoption of
safety film; and Dr. Frederic- J.
I'Colb, Jr., also of the Eastman Ko-
dak Company, who was presented
with the Journal Award for his
technical paper. "Air Cooling of
Motion Picture Film for Higher
Screen Illumination," adjudged the
best to be published in the Society's
Journal for 1949.
U. S. Sponsored Films Are Shown
at Amsterdam Hotel Convention
"k America s Heritage (Liberty Mu
tual Insurance Company), Tremen-
dous Trifles I Pan American Coffee
Bureau). Smool/iing the Flow of
Restaurant Hospitality ( National
Restaurant Association), and
Modern Commercial Dishwashing
I Wyandotte Chemical Company)
were among the subjects sent
abroad by the Department of Com-
merce's Office of Technical Services
to be shown at the international
Hotel, Restaurant, and Cafe Asso-
ciation convention held at Amsler-
dam September 29-October 8. Films
and film strips from fourteen busi-
ness sources were obtained. With
an eye to their future use abroad,
the Office also screens pertinent in-
dustrial subjects for the various
European specialist teamg brought
to this country by the Economic
Cooperation Administration to
study American methods. Eric A.
Tietz is Chief of the Office of Tech-
nical .Services.
Crawley Dramatizes Pipeline Laying
♦ The dramatic story of the laying
of 1.127 miles of pipeline to carry
oil from Alberta to the Great Lakes
will be told in a new film now be-
ing produced by Crawley Films
Limited of Ottawa and Toronto.
Sponsored by the Interprovin-
cial Pipe Line Company, the film
is designed to explain the full sig-
nificance of the new line, especially
in the West. In spite of floods and
excessive rains, the pipeline con-
struction is believed to be the fastest
major job of its kind ever under-
taken.
Ip
UNUSUAL OPPORTUNITY
for experienced production man with leading
independenr srudio. State qualiflcarions. Edit-
ing experience desirable. Write Box IIA.
BUSINESS SCREEN MAGAZINE
489 Fifth Avenue New York 17, N. Y.
BUSINESS Sf;REEN MAGAZINE!
L
tec^*'
Industrial advertising has a new role to plav in our
"armed camp economy'"... principally to serve our
national security by presenting "technical know-how
to industry. This is the message of "Epilogue."
a 16nun color animation film, produced by us as a
companion to the picture "Radar of Selling"
for National Industrial Advertising Association
and Putman Publishing Co.
NEW YORK
CHICAGO
DETROIT
MINNEAPOLIS
■fl^r;
.^Mdtf^fai
SLASH
FILM PRODUCTION COSTS
with the Fairthild PICSYNC'Tope Recorder
*Pic-Sync means "in sync" wifh picture
camera regardless of tape stretch.
Each time you retake a sound track, film production costs go
up. The waste of film stock and the time delay for processing
increase operating costs immeasurably. You eliminate these
extra costs with the Fairchild PIC-SYNC Tape Recorder.
Play back the sound at once . . . check it . . . erase the track
. . . retake the sound before the talent, the set and crew are
disbanded.
TELEVISION
SAFETY SOUND TRACK
RECORDING
CBS-TV saves $24.00
per hour by making
safely sound tracks of
television recordings with
the Fairchild PIC-SYNC
Tape Recorder.
Now Use Vi Tape For
All Original Sound Tracks
Fairchild's development of the PIC-
SYNC feature makes possible the use
of 1/," tape. Sprocket driven magnetic
tape is costly.
• 1/4" tape costs 80% less than 16
mm magnetic tape.
• 1/4 " tape requires 50% less stor-
age space.
• 1/4" tape is easier to handle.
• '/» . tape assures more intimate
contact with the heads.
• 1/4 " tape has more uniform coat-
ing— less amplitude flutter.
• I/4' tape eliminates roughness of
tone caused by sprocket drive.
Now ! . . . Synchronous Re-
cording With Your Present
T.ipc Recorder and the FAIR-
CHILD CONTROL TRACK
GENERATOR.
Inexpcu.iivt ' >uiiple to con-
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to your present V^" tape re-
corder you can "sync" sound-
on-tape with picture-on-film.
The Fairchild Control Track
Generator can be removed
from its compact carrying
case for rack mounting. Does
not require special skill to
connect or operate.
Write for data on the Pic-Syiic Tape Recorder
and the Control Track Generator.
154TH ST. AND 7TH AVE.
WHITESTONE, L. i., N. Y.
F.\RM FILM GUIDE LISTS OVER 1.000 FILM TITLES
A new Farm Film Guide, listing over 1.000 ajiriciillurnl motion pictures
and filmstrips (and sources I is available at only 50c per copy. Order from:
BUSINESS SCREEN MAGAZINE, 150 EAST SUPERIOR, CHICAGO II
SIGHT & SOIND
Flory Succeeds Edwards as Advisor
On Non-Theafrical Films at Kodak
♦ Appointmeul of John Flory as
advisor on non-theatrical films for
the Eastm,\n Kodak Company has
been announced by W. B. Potter,
director of advertising operations
for the company.
Flory, until now president of
Flory Films. Inc., of New York City,
succeeds the late Kenneth R. Ed-
wards in the film advisory position.
The informational filtns division
of Kodak's advertising department
will also be under Flory's general
jurisdiction. Edward B. Hall, Jr.,
continues as active manager of
that division.
In Motion Pictures 18 Years
Flory is a veteran of more than
18 years in the motion picture field.
His background includes producing,
directing, writing, and distributing
motion pictures. He spent five years
in Hollywood on the production
staff of Paramount Pictures. Inc.
Since 1948 he has been president
of Flory Filius. Inc., successors to
Grant, Flory and Williams. Inc..
producers and distributors of pub-,
lie relations, advertising, training,
educational, and television motion
pictures and slidefilms.
Flory is a native of Cleveland,
Ohio. He was graduated from Yale
L'niversity in 1932. He is a former
member of the editorial staff of
"The Cleveland Press."
He has served as an instructor on
films for television at the Television
workshop in New Y'ork City since
1944. As a lecturer, he has instruct-
ed on television and motion picture
techniques at the University of
Southern California. New York Uni-
versity, Western Reserve Univer-
sity, the Cleveland Museum of Art.
and others.
Active in Organizations
Flory is a member of the Society
of Motion Picture and Television
Engineers; secretary of the Screen
Directors' Guild, New York; a char-
ter member and foriner director of
the American Television Society;
and member of the board and for-
mer vice-president of the New York
Film Council. He has just becoiue
chairman of the Films Committee
of the Association of National Ad-
vertisers.
He is also a trustee of the Metro-
politan Branch. Division of Audio-
Visual Instruction. National Educa-
tion Association ; secretary of the
Educational Film Producers Asso-
ciation: member of the Sales E.\ec-
JoiiN Flory
utives Club of New York; and a
member of the National Sales Execu-
tives Club.
Mr. and Mrs. Flory and their w
son, John, now reside at 32 Laneyil
Road. Rochester. Mrs. Flory is a
graduate of Oberlin College. She
was formerly supervisor of motion
picture activities at the Cleveland
Museum of Art and past executive
secretary of tlie Educational Film •
Library Association.
Netherlands Advertising Men
See Top U. S. Sponsored Films i
♦ American advertising principles i
and practices have gone abroad with I
the first European showings of ad-
vertising's two new motion pictures \
— The Radar of Selling and The
Magic Key — at the recent conven-
tion of the Netherlands Advertis-
ing Organiz.4tion in Haarlem, Hol-
land.
In addition to all advertising di-
rectors of the national newspapers
and inagazines. government officials ■
and leaders of industry, both films
were viewed by the advertising
managers of all large concerns.
Since advertising is basically
America's own selling tool, the films
present a clear picture of the com-
petitive, ever-moving life which has
made America the great country it
is. The Magic Key carries out this
theine by telling the importance of
advertising in "the American way
of life" and how its influence gave
to its citizens the highest standards
of living ever known to man.
The Radar of Selling reveals the
real-life story of industrial adver-
tising at work — its part in making
sales to industry. It is sponsored
by the National Industrial Adver-
tisers Association.
Both films were produced by the^
Raphael G. WolflE Studios. Holly-
wood. The Magic Key may be pur-
chased by sponsoring firms, ad
groups, or agencies. Write directly
to the producer.
10
BUSINESS SCREEN MAGAZINE
"J'apprends a parler le francais avec un . . .
.^i^lO^^
i^oiJ<^r^
/^^oor^a^r*
Yes, *it's easy to learn to speak French, or any
foreign language — with the aid of a Revere Recorder.
Students not only hear their own voices and detect
mistakes more readily, but they learn more thoroughly
because lessons are more enjoyable.
A Revere Recol-der adds interest and efficiency to almost
any class, from kindergarten to college. Its economy, high fidelity
sound reproduction, and simple trouble-free operation make it the
choice of modern educators everywhere. Let us show you how
Revere fits into your school picture. See your dealer or write direct.
Show J 6mm educational films
af their best vv/fh
REVERE SOUND MOVIE PROJECTOR
Bright, clear screen images and finest "Theater Tone"
sound. Shows silent movies, too. Even youngsters
can set it up and operate it easily. Slipover
carrying case holds accessories, doubles as
speaker to make single unit weighing
only 33 lbs. complete joqQso
PREPARE FOR NATIONAL AUDIO-VISUAL
EDUCATION WEEK OCTOBER 22-23, WITH
REVERE TAPE RECORDERS AND PROJECTORS.
REVERE CAMERA COMPANY • CHICAGO 16
UMBER 7 • V O L I' M E 11 • 1950
11
IN WARTIME the factual film came into its
own. To teach, to persuade, to inform —
these were the functions assigned the film
of fact, which the 16mm. industry undertook
with vigor and renown.
But what of this grey period, this time in
which we look longingly over our shoulder at
an uneasy peace, and despite ourselves, are con-
fronted with reality — the reality of preparing
the strongest defense in history, in all its aspects,
the reality of preparation for possible war.
There are signs and portents that the non-the-
atrical film will again assert its own pecular po-
tentialities. More often than not, reality is not
particularly entertaining. That is one reason we
seek and need entertainment. Medium for peace,
for exploring the world around us though it is,
the non-theatrical fihn. like women, appears to
be fully utilized only in urgency and crisis.
CrviL Defense Has Film Potential
Shortly before or shortly after the elections,
it is expected that a Civil Defense Administra-
tion will be set up by executive order, temporari-
ly financed by the President's emergency fund
of $10 million until such time as the Congress
passes enabling legislation and subsequent ap-
propriation. This step has implications for the
non-theatrical film.
The tempo of Army production is being
stepped up. Since the first days of Korea, 25 Sig-
nal Corps combat cameramen have sent back
thousands of feet of film showing what it was
like when "kids became men overnight."
Signal Corps Pictures Korean War
The first Signal Corps combat team* assigned
to Korea with United Nations troops lost their
lives when the transport plane bringing them in
crashed on landing. Three Signal Corps pho-
tographers have been decorated for heroic con-
duct in picturing the conflict: Lt. Robert L.
Strickland of Atlanta, Georgia; Sgt. Martin W.
Barnes of Oshkosh, Wisconsin; and Cpl. Ron-
ald L. Hancock of Jacksonville, Florida.
Much of this combat footage has been released
to the newsreels and television. Part of it has
gone into weekly restricted Staff Reports for the
information of the high command and Combat
Bulletins for the troops. Some of it has emerged
for the public in The First Forty Days (Misc.
7761). This 24-minute 16mm. film was made
at the request of the Secretary of the Army to
glorify the average individual foot-soldier who
fought the long delaying action — Operation De-
lay— against the North Koreans until the U.N.
beachhead was secure. Also available are Com-
Capitol Coitimentary
lllllllllllllllttlllllllllllllllllliilllllllllllllllllllllMllilllllllllOllinilllllllllllllllllllllllllllH
NEWS OF FILMS IN GOVERNMENT FROM OUR WASHINGTON BUREAL
bat Bulletins 101, Bailie for Time; 102, Turning
the Tide; and Our Stand in Korea (AFSR-121),
which presents a 20-m;nute chronological report
of events beginning with the assault upon the
Republic of Korea on June 24.
Other films of current public interest pro-
duced by the Signal Corps include:
The Medical Effects of the Atomic Bomb —
Part One — (color - 32 minutes) — Physics —
Physical Destruction — Casualty Effects and Part
Three, Medical Services in Atomic Disaster (col-
or - 28 minutes). Quiet, sober, and factual in
nature, this film was made not only to provide
orientation and instruction in the medical prob-
lems associated with atomic bombing of large
populations but to stimulate thought, participa-
tion, and leadership by civil authorities and or-
ganizations. Part Two is available only to pro-
fessional medical groups.
Two Films For Industrial Showing
Communism (32 minutes) traces the history,
strategy, and tactics of world-wide Communism
from its inception with the writing of "The Com-
munist Manifesto" to the present day. The film
illustrates the methods used by Communists in
attempts to penetrate labor, industry, public
groups of all kinds, Government offices, and the
Armed Services. Reasoned and restrained in
approach, it would tend to promote a sharp, but
balanced awareness among all groups.
Guarding Against Sabotage (50 minutes) il-
lustrates how attempts to destroy industrial fa-
cilities can be combatted. Although produced
in 1943 against the background of the war with
Germany and Japan, this highly polished study
of sabotage and means to combat it should be
of value to management and all those charged
with plant protection.
All Signal Corps films available to the public
Combat Cameraman Cpl. John S. Romanowski
is one oj a gallant Signal Corps unit uhose
Korean films are helping bring the war to the
home front.
•Lt. Roy T. Riggs, Clearwater, Fla.: Sgt. Alex Rolek. Dii-
pont, Pa.: Cpl. Edmund A. Kiezanowski. Westfield. Mass.:
Cpl. Raymond Morrissey, Bloomington, Illinois; Cpl. Richard
E. Millis, Kennard. Indiana.
may be obtained from the Signal Officer of th(
Army Area in which the borrower resides.
Chief of the Motion Picture Branch of th(
Army Pictorial Service is Major G. L. Davis
and Jim Gibson is Chief of Production. On ac
tive duty as chief of the Distribution and Evalua
tion Division is Lt. Colonel Charles Hoban
widely known in audio-visual circles and unt;i
recently professor of visual education at CathqV
lie University, Washington.
Treasury Lags in Using 16mm Films:
* Since the Treasury's Savings Bond Division i
not presenting a 16mm. film for the Novembeii
drive in industrial plants, bond rally chairmen
will have to look to Signal Corps, Navy, Ail
Force and other non-theatrical sources for films
to be used in plant showings.
Production of 36 one-minute and 20-second
announcements-on-film was expected to start on
November first, however, for release to television
stations. Bidding was through the Bureau of
Federal Supply, General Services Administration.
Twenty 1-minute films, produced at cost by Fox-
Movietone, were sent out to television stations
and the networks early in October.
State Gets Largest Film Appropriation:
"k Largest appropriation in history to a civilian
department for motion pictures was made by the
Congress in September to the Department of
State's International Motion Picture Division.
The supplemental of SIO million combined with
the regular appropriation of $2,450,000 will ex-
pand the production and distribution of films
for twenty critical geographic areas (Business
Screen, Nos. I and II, 1950).
Original production will be increased by
nearly S4 million to provide approximately 53
reels of "documentaries," 40 reels of animated i
cartoons, 70 reels of news magazines and local i
coverage films, 58 reels of weekly newsreels and i
a feature cartoon.
Innovation in the program is the production '
of cartoons. For the past five years, the I. M. P.
has been using with considerable success the
Walt Disney-produced series of health films
originally made for the wartime Office of Inter-
.'\merican Affairs. Reports from the files indicate
that the animations now available always "go
over big" with all except the most sophisticated
audiences.
Expect Films to Reach 500 Million
Product will be tailored not only to target
areas but to target groups within those countries,
with particular care being given to films for the
least sophisticated and most backward audiences.
The new program is expected to reach half a
billion people.
One hundred and ninety-six reels will be ac-
quired from the motion picture industry and
private producers.
A minor innovation will be the establishment
of three production centers, including four cam-
( continued on page forty -four)
12
BUSINESS SCREEN MAGAZINE
Ik
^ft/te^^n^^^^a
Stt
Sit
^ . . urge audUo.;u«>. V°-
1. i\ ot other ^ omiectioo •
ought to see »as.s onW ''^,^„,3„<.. O-
T"' ""t.oNAL CARBON OoRftTioM
„„,ONCAKB.OEA ^ ^.N.V-
,0 Ea.t «■"* *""..!»«». »-«
^^■•■" . -Carbon Art
Kaosas Oty. EQUIPMEN
FOR B^*
UMBER 7
VOLUME 11 • 1950
13
HOW
i A BETTER ^
GENERAL ELECTRIC
LAMP"^ I
for your 300-watt slide projector
IMPROVED FOR
• $0^25% m0f€ tight 011 the screen
• Stronger Censtniethn
• Mere Ifntferm Perfermance
See how General Electric lamp research
works for you to provide better and better
lamps . . . more for vour money.
Get top value and make sure you show
your pictures at their best. When you
buy a "spare" bulb for your projector
ask for G-E!
^^
* not jor use in projectors
designed for biplane
filament lamps
^etHcmSen., €^€^4, <z t^-S t^n^Kfr ^% a^xcf frAato^tafrAcc frunfr^dc
GENERAL
ELECTRIC
A BUSINESS FILM REFERENCE AND RESEARCH LIBRARY AT YOUR SERVICE
Write today for complete details on the Film Guide services have now been improved to meet your needs.
Library and the Business Film Bookshelf Services Address: Film Guide Library, Business Screen, 150
available to subscribers. These economical reference L. Su|)erior. Chicago 11. \^'rite today — don"t delav!
t
Shell Wins Massachusetts Award
For Financial Film Made by Tomlir
♦ A 2l)-niiiiule color motion picturt
that makes a complex financial ston
understandable to all employes ha;
won an award for Shell Oil Com
PANY in the Associated Industries oi
Massachusetts" third annual contest
for annual reports.
Called The Story of Shell in 1949:
the movie is based on the company's
annual report to stockholders. It re-
ceived a special award for "orig-
inality of presentation" because ol
its fresh approach to the job of tell-i
ing the company's financial story ioi
a simple and clear manner.
This is Shells first attempt tol
handle such a subject in movie form,'
and. according to a Shell spoki
man. the annual report movie was
so successful that another is being
considered for 1050.
To show the scope of Shell's op- ■
erations as well as employes at
work on their jobs, the film uses-
many live action shots. These arei
combined with animated drawings
and big. easy-to-understand charts
that show where Shell got its in-i
come, how nmch was spent for
wages, employe benefits, taxes, ma-
terials, new construction, what was-
left over, and so on. There is also
a strong tie-in between the job of
each emplo\e and the company's
over-all operations.
The film was written and direct-
ed by Shell and produced by Tomlin
Films. Inc., of New York.
Reports on recent winners of
Fin.\ncl\l World "Oscars'' for^
best annual report films appear on
another page of this issue.
« « *
House Financing Is Crawley Theme
* Modern house financing in Cana-
da is dramatically portrayed in
Pride of Possession, a new CR-\W-
ley Film produced for Ce.ntraL
Mortgage and Holsing Corpora-
tion. Canada.
Relating the story of Frank and i
Marion Maclntyre and how they;
financed construction of a house
under the National Housing Act, I
the 16mm sound color film illus-
trates in graphic story-form the
easy steps to home building and
ownership through NHA loans.
A good insight into how Canada
is meeting her housing problem, the
film is intended primarily for
young Canadian couples who are
faced with the problem of building
a home without sufficient ready
cash. However, as a medium of in-
formation and entertainment. Pride^
of Possession has some value in this
country, also.
Crawley Films Ltd.. Ottawa. Ca-
nada is handling bookings of the
17-minute film.
14
BUSINESS SCREEN MAGAZINE
TAPE RECORDER NEWS
from THE BRUSH DEVELOPMENT COMPANY, Cleveland 14, Ohio
NEW SOUNDMIRROR ARRIVES
Leaders in Tape
Recording Bring
New Standards
to Amateur Field
New Design-
Silent Control-
More Power-
Are Features
It looks like a fine piece of luggage.
It has the quiet operation of a high-
priced phonograph. It possesses great
power output, self-contained speaker
. . . superb playback quality. These
are the high lights of the new Sound-
mirror by Brush.
Long famous for its precision
characteristics, the new model is a
thirj smallir than any traveling tape
recorder previously made by Brush.
Further refinements . . . microphone
storage compartment; a readily-
accessible telephone jack for input
hookup from radio, phonograph or
other source, and output for playback
through any speaker; a removable
cover with lock-type hinge.
NEW 'Magic Ribbon"*
for All Recorders
The new "Magic Ribbon", magnetic
recording tape f plastic or paper base)
by The Brush Development Com-
pany, wound on a ngid metal reel to
assure professionaJ standards, can be
used with all makes of tape recorders
employing quarter-inch tape.
Brush tape is packaged in the
library album hinged box which
makes indexing and storing as easy
as putting a book on a shelf.
N"£\>rEST .\ND FIN; - ; -.^gnenc rape recorders is this r ; ; _. .--cr
by Brush. The case in beauriful two-tone tan looks like fine luggage and is
perfectly balanced for easy carrying. A red of "Magic Ribbon" plastic tape
(30 cw 60 minutes) is supplied without addiriooal charge with each new
machine. BK-443-P will record for 30 minutes. BK-443-P5. similar to it in
eway other way. takes recordings up to an hour. Priced at S2~9 50 '30 minutes i.
$289.30 '60 minutes '. complete.
Latest Brush Achievement
Praised by Many Experts
The tcade will call the new portable
Soundmirror the most useful mag-
netic recorder e\eT to be introduced.
It is not "technical" electrical equijv
ment. like recorders in the S500 to
SI. 500 class, nor a "toy"; it com-
bines popular price, high flexibility
of use and faithful recording in a
mechanism any amateur can leam to
operate in five minutes.
Yet all through, to the very tape
itself (on a rigid metal reel, to its
RCA high quality accordion cone
speaker and the Soundmirrors high
output, it is built to the finest pre-
cision standards.
Five new Brush modds, induding
the Educational Soundmirror, indude
the same advanced feature at prac-
tical prices ranging from $199-50
to $289 50.
Brush has always made magnetic re-
corders ro professional standards, no
matter how popularly priced an in-
dividual model might be. Tie new
models just announced are no ex-
ceprion. "Previewed" and "preheard"
by such professionals as radio people,
musicians and engineers, the new
recorder was highly praised.
Many professional people use the
portable Soundmirror for sneet inter-
views, local recording and other
purposes.
The Soundmirror produces such
high fidelity and successful results
because of such professional features
as the eye record volume indicator.
the provision for setting volume
record le\-el in advance of recording,
full precaution against unwanted
erasure, and the automatic silent
brake stop switch at the end of play-
back or record.
This is why the Soundmirror is
known as "the professional tape re-
corder amateurs find easy to use".
COUPON..
.5 t* Z o
::_ ^
FOR MORE THAN 10 YEARS LEADERS IN MAGNETIC RECORDING
>. I M B E R
• VOLVMEll • 1950
15
REG. U. S. PAT. OFF.
I WO DECADES AGO the trademark of Modern Talking Picture
Service was raised over a new organization created to make possible the distribu-
tion and projection of the newly-born talking motion picture. The definition
of our purpose began . . .
" . . . to br exclusively devoted to the development, promotion
and distribution of the sponsored motion picture ..."
That definition is unchanged and uncompromised today as Modern remains
the only national film distribution organization exclusively devoted to the
distribution of sponsored films — and their sponsors' interests.
The patli of experience and growth we have travelled is reflected in the
cumulative total of more than 2.507,000 showings to more than 361.679.000
persons to date.* Keeping faith with these audiences of influential Americans
has established Modern's reputation as a channel of acceptance for the 114 lead-
ing associations, foundations and industrial concerns whose film programs we
distribute. Always progressive. Modern lias originated many new patterns of
sponsored film circulation such as the "Film of the Month" programs and the
weekly "Movie Day" showings for plant employees.
The physical growth of the Modern network is exemplified in our large
headquarters organization, five divisional offices, 26 regional 16mm film ex-
changes integrated with a network of 46 sub-libraries. 31 theatrical 35mm film
exchanges, and 200 projection service licensees.
A Modern Talking Picture Service representative is
conveniently located near you for consultation
and assistance on your sponsored film program.
*as of June 30, 1950
MODERN TALKING PICTURE SERVICE, m.
circle 6-0910
45 ROCKEFELLER PLAZA • NEW YORK CITY 2 0, N. Y.
142 EAST ONTARIO STREET • CHICAGO 1), ILLINOIS • SUperio, 7-0S88
612 SOUTH FLOWER STREET . LOS ANGELES 1 7, C A L I F. . MAdison 9-2121
Eastern Coal Producer Sets Up
Vocational Guidance Program '
♦ Realizing the need for we
trained minds in the executive poi
tions in the coal mining industr
Eastern Gas and Fuel Associati
in Pennsylvania, West Virginia ai,
Kentucky has set up a continuatit
vocational guidance program. No
being offered to public schools nei
the 21 mines in this area, the servii
is intended for the best men possib
for those jobs — sons of the me
who now mine the coal.
Motion pictures supplemented b
reference material such as bookie
and reprints of articles will be pri
vided to school executives montlil;
to show what the future holds f«
those who prepare themselvli
through higher education. |
L. C. Campbell, vice-president (
the association said, "It requirt:
brains and skill to operate efficienn
and productively the niechaniza
mass production plant that is i
modern coal mine."
He added. "The need for trainei
minds in mining has become a seri
ous problem. Changes in the Indus
try have created new opportunitie
while young men have been turnini
to other, already-crowded fields."
Training Field Projectionists
♦ A new group has proved its in
terest in motion pictures as a teach
ing tool. At a recent three-week in
formation and visual aids course a
Prairie View A. & M. College. Prai
rie View, Texas, 47 out of 102 Negri
extension agents from II states en
rolled, and their problems regard
ing a-v education were discussed.
Sherman Briscoe of the Unitec
States Department of Agricultural
who taught the course, pointed out
two problems which tend to limit
more effective use of motion pici
tures by the Negro extension work-
ers: 1) obtaining 16mm. sound
projectors and learning to operate
them, and 2) the unavailability of
subject-matter and promotion films
with Sepia casts.
Proper consideration of these
problems may bring an entirely new
audience into the audio-visual fold.
You can buy titles for less thani
KNIGHT QUALITY sells for biiti
you cannot get greater value at
any price. That's why our titles
cost less in the long run.
THE KNIGHT STUDIO
341 E. Ohio Street, Chicago 11 Illinois i
16
BUSINESS SCREEN MAGAZINE
■ k
We Announce the Opening of Our New Marionette Studios
Films for Industry Business
Film Clients Include:
American Bakers Association
American Can Co.
William L. Barrell Co.
Boonton Molding Co.
Robert Broeckman Productions
Burlington Mills Corp.
Calling All Girls Magazine
Al Capp Enterprises
Cincinnati Milling Machine Co.
Columbia Broadcasting System
Communitj- Chests of America
S. VT. Farber Company
Formica Insulation Co.
Frankfort Distillers Corp.
Gruen Watch Co.
Richard Hudnut Co.
International Silver Company
Johnson & Johnson, Inc.
John Loveton Organization
Mac Gregor Goldsmith Co.
Mahoney-Troast Construction Co.
Metro-Goldwyn-Mayer
Muscular Dystrophy Association
National Broadcasting Company-
Proctor & Gamble Co.
Puerto Rican Rum Institute
Rubico Brush Mfg. Co.
Society of Plastics Industries
Socony Vacuum Oil Co.
Spaulding Bakeries
Sun Oil Company
Union Bag & Paper Corp.
Univis Lens Co.
Westinghouse Electric Co.
Yale University
We are proud to have been selected to produce on film Al
Capp's Fearless Fosdick comic strip through the medium of
marionettes and puppets. A one-half hour production to be shown
weekly on the N.B.C. network.
In order to carry out this program we have set up complete
studios for the making of marionettes, sets, costumes and pro-
duction facilities that w^ill allow us to work on three different
productions simultaneously, thus assuring continuous marionette
and puppet productions to our business clients.
The entire marionette and puppet unit will be under the
supervision of Maiy Chase who for many years has been a leader
in the field of the creation and direction of marionettes.
Mary Chase marionette creations celebrate opening of F. F. I.
studios. Elsie the Cow, Bob Hope, Mammy Yo^um and
Puss n Boots.
FILMS FOR INDISTRY, INC.
>iEW V O R K — I 3 .> WEST 5 2 ii d STREET
PLAZA 3-2800
PHIL tDELPHI 4— \-00 WALNUT STREET • KINGSLEY 5-0831
.MBER
• VOLUME 11
1950
17
HOW
YOU c.^'^'^
ATOM BIAS!
If
',* enemy plane
gets through . . .
*
tern for
and the deadly Gamma-rays?
Or will you find out — in time — how to prepare
against the A-bomb, how to shield yourself
and your loved ones, how to know when you are safe?
SEE THE FILM THAT SHOWS YOU HOW TO STAY ALIVE
This 20-minute film shows you people protecting
themselves in ways now approved by defense authorities.
You learn what to do if you get no warning,
where to find shelter, what materials you need in your home,
how to cleanse yourself of radioactivity
and much more important information you must fcnow.
FOR YOUNG AND OLD --NO SHOCKING SCENES
Pattern For Survival does not frighten.
It explains dramatically. You see breath-taking views
now released to the public for the first time!
See this vital film! If atomic disaster strikes your town,
you may be able to save many lives.
SURVIVAL
A Documentary Film That Dramatizes Personal Defense
Against Atomic Attack
Writfen by Alberto Baldecchi
Featuring WILLIAM L. LAURENCE, Scientific writer for The
New York Times — the only newspaperman who was
assigned officially to cover }he entire Atomic project— the
only reporter who flew with the A-bomb to Hiroshima.
Filmed with the cooperation of the Army, the Navy and
the American Reol Cross.
DEALERS!
HERE IS THE TIMELY fILM FOR EVERYBODY!
You don't have to tell people why they should see this
exciting film. Theit newspapers and radios tell them why,
every day!
It'5 ihe most perfect, two-reel "natural" for your local
defense groups, schools, church, civic, industrial, fra-
ternal, patriotic and all kinds of organizations! And of
course, for any family . . . including your own.
Pattern for Survival is hot — right now! We're rushing to
prepare a study guide, posters, counter circulars and
other advertising moteriot to help you.
Available in 16mm sound; color and black-and-white.
W"5':e trying to keep up with orders Better send in your
' !ei ;;l•^ay!
.■-^'
Ask for it at your fiim library
or write to Cornell Film Co.
Produced and ':3is^ribuVed exclusively by
Cornell film company
1501 Broadway, New York 18, N. Y.
Screened and Approved by:
Institute of Life Insurance
American Cyonomid Company
National Association of Manufacturers
Fordhom University New Hampshire OfTice of Civil Defense
New York State Civil Defense Commission Order of Masons, Department of Hospitals
New York City Department of Health International Municipal Signal Association
18
BUSINESS SCREEN MAGAZINE
With a Wealth of New Features
that INVITE COMPARISON with
Any Film on the Market Today!
• We invite you to compare this great film,
yourself. Authorize your laboratory to make up
your next order on ANSCO TYPE 238 .. . then
compare . . . feature for feature . . . with the du-
plicating film you're now using.
You'll agree it's the finest by far of all color duplicating films you ever used.
COMPARE for finer definition.
• \^\D N\ PA R b for faithful color reproduction.
• COlVlPARC for cleaner, w/i/ter whites.
• COM PA R E for high-fidelity sound.
§^ M fi^ • • • f^®* processing service through New York, M I
' M^ Chicago, and Hollywood g^\
nsco
ANSCO, BINGHAMTON, NEW YORK. A DIVISION OF GENERAL ANILINE & FILM CORPORATION. 'FROM RESEARCH TO REALITY."
N U M B E R 7 • V 0 L U M E 1 1 • 1 9 3 0 jg
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TRAINING
FILMS
by Audio
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AUDIO PRODUCTIONS, I
PRODUCERS OF MOTION PICTURES
630 NINTH AVENUE • FILM CENTER BUILDING • NEW YORK!
THE SCREEN MEETS A NATIONAL PROBLEM
Films Fight Traffic Death
INDUSTRY AND EDUCATION JOIN FORCES TO WAGE WAR
AGAINST NEEDLESS FATALITIES WITH STRONG WEAPONS
DEATH at the wheel is steering motorized
America to a traffic fatality record of
35.000 by the end of 1950, the worst mark
in nine years and the only year to show an in-
crease since 1946. The first nine months of
1950 produced 24.580 traffic deaths, a rise of 11
per cent over the parallel period of last year.
Collisions with other motor vehicles, says the
National Safety Council, constituted the largest
classification of cause of deaths, practically one-
third of the total last year. .\ext came fatalities
from non-collision accidents, chieflv driving off
the road. Third were deaths to pedestrians
struck by autos.
3,800 Childre.n- Killed Last Year
More than one-eighth of the fatalities were to
youngsters of 14 years or less, and of those
3.800 deaths over one-half were in the pedes-
trian grouping. That signifies that 1.950 chil-
dren at play and crossing streets paid with their
lives for the carelessness of drivers.
Every segment of American life is responsi-
ble for this testimony to mans appalling inhu-
manity toward man. Every age group must be
derted to the unmistakable truth that it shares
:he blame. Every occupational group should be
jarticipating in a nationwide movement to re-
rerse the trend that is making life cheaper on
he highways of peace than on the front lines
)f war.
\or is the shameful toll of traffic lawlessness
vritten only into the records of the mortuaries
)r potter's fields. There are the sufferings of
he maimed, those permanentlv disfigured, the
)araplegics. Then. too. there are the huge losses
rom the pockets of the insurance companies,
ind the countless increase of cost to the insured.
One company alone says the trail of death and
lestruction in the wake of the ""teenacide" drivers
s costing its policyholders 8125,000,000 a year
n higher rates in the United States and Canada.
Many More Vehicles on Hichwats
One reason cited for the sharp upward thrust
if 1950's death curve Isee chart I is the fact
hat consumer demand on the auto raanufac-
urers" assembly lines has placed 45.000.000 mo-
or vehicles on streets and highways.
The National Safety Council states that the
lumber of deaths per 100.000.000 miles of auto
ravel has actually been reduced from 12 in
941 to approximately 7. President Ned H.
)earbom comments, however, that these figures
[he no more solace than a football team de-
[ere's the Tr,\gic Record of iraljic deaths
rom 1945 to the late months of 1950. A Busi-
ess Screen graphic illustration.
rives from '"making the most first downs and
still losing the game."
The game has not been lost. Fihns have arisen
to meet the challenge. A miracle of production,
and distribution, is taking place. An avalanche
of productions, with the compelling emotional
appeal of the sound talking picture and the sober
but equally effective techniques of the slidefilm.
is being rushed into the breach. Without them
the line of motorized death in the chart might
well have marched straight up and off the page.
Pictures for Every Interest Group
The tools are therefore at hand, and as im-
portant is the fact that they have miraculously
fallen into logical channels of interest according
to age groups and occupations.
For instance, the mass education need met
through family audiences and adult groups is
well served by such films as And Then There
If ere Four, Last Date, Screudrivers and Screw-
jays, and Safe As You Think. Bearing out this
general interest approach is the spontaneous de-
mand for the first two of these titles by first-run
theatres throughout the country where they have
received marquee billing and newspaper adver-
tising by the theatres.
In the direct occupational field of adult in-
terest such films as Caution at the Crossroads
(continued on the following pagesi
Films Like "On Your Toes" a recent Zurich
Safety-Zone slidefilm help fight carelessness.
Let's Hold That Line!
if "The traffic safety problem in the L nited
States is growing more acute every day.
A traffic death toll of 35.000 for 1950 is
in prospect — the greatest toll since the
record year of 1941.
"Thus I welcome this special appraisal
by Business Screen of the part that indus-
trial fihn programs can play in traffic
safety education.
"There is no good reason whv industrial
films must be limited to job safety. The
number of workers killed in off-the-job
traffic accidents is equal to the number
killed in aU kinds of work accidents. It is
important to workers and management
alike to prevent accidents wherever they
occur, since the individual and business
losses are virtually the same if the acci-
dent occurs inside or outside the plant.
"Such a program also would provide an
important public service in meeting a
growing social problem."
Ned H. Dearborn. President
National Safetv Council
DEATH CURVE FOR 1950 AGAIN REACHING RECORD PROPORTIONS
1945 IQ46 1947 IQ48 IQ49 1950
r M B E R
• V 0 L i: M E 1 1 • 19 5 0
3IOOO
30000
2QOOO
280OO
SAFETY PICTURE PROMOTION
FiRST-Ri N Theatrics showing "Lna Dale" gave
top promotional aiil through street (//s/i/nys such
as this wrecked car.
MaRQLEK BiLl.IM. jor "Thill Thrrr II ric Four"
at the first -run United Artists theatre in Los
Angeles was typical oj national interest.
'aco.ma I Wash. 1 Police Chief Hans Kabel t sec-
ond from left) aided "Then There Were Four"
showings.
Window Uisflays such as Modern's distributor
in Detroit [Engleman Visual Ed. Servi.ce) fea-
tured 16mm prints available to local groups.
22
I COM'IM i;i) KRO.M THE I'KECEDlrVC PAGE I
hpify tlie direct applicaliun of the medium to
a specific area of hazards, in this case, commer-
cial vcliicle operation.
But it is ill the vilalU important early forma-
tive years that renewed educational effort is be-
ing most strenuously applied. The adage. "Get
them young and raise them right." is being put
forth with emphasis in the General Motors-Na-
tional Education Association Driver Education
Program (see report in these pages), in the
forthcoming major campaign by the Plymouth
Division of the Chrysler Corporation, based on
The Case of Tommy Tucker (a sound motion
picture with many additional promotional tie-
u)is I : in the follow-up Lumbermen's Mutual Ser-
geant Bruce Reporting, and in such specific titles
as the American Automobile Association's The
Safest Way. The Ford Motor Company also is
reported to have in creative stage a major film
campaign at this important level.
These programs begin at the elementary grade
level and work upwards to the teen-age group
serxed bv Last Date.
Films Available at Each Level
A thorough examination of the tools at hand
in each age level is worth reviewing:
The suspenseful and emotionally powerful And
Then There Were Four has been piling up first-
run theatre bookings in key cities, as noted.
Meanwhile 16inin prints also have been strate-
gically placed in Modern Talking Picture Serv-
ice exchanges throughout the country, where
thev may be acquired by any group free of cost
excepting transportation charges or the time it
takes to pick them up.
The wide interest in the picture has been vari-
ously attributed to the narration by Academy
Award winner James Stewart and to the public-
spirited cooperation which has been given by
theatre ovniers and organizations.
A certificate of award was given to General
Petroleum, Producer Roland Reed and Director
Frank Strayer by Southern California Motion
Picture Council, Inc.. an honor rarely accorded
by the Council to a commercial picture or a
short subject.
Safety Pictures Win' Top Awards
Chairman Charles S. Kemper of Lumbermen's
Mutual reports that Last Date, a story of the
tragedy of "teenacide" show-off driving, was
seen by 3,250.000 in eight months following its
premiere.
The National Committee on Films for Safety
this spring gave Last Dale first award in the field
of traffic and transportation safety films, and an
Award of Appreciation was presented to Kemper
by the International Association of Chiefs of
Police at the premiere.
Safe .4s You Think. General Motors film on
the needless risks taken by the average person,
is another example of long-range production
vision and professional skill.
First award in the general safety field was
given by The National Committee to Safe As
5 on Think. The picture emphasizes public safe-
ty and has a minimum of reference to General
Motors.
Screu'drivers and Screwjays, a widely-known
Shell Oil Company picture, free of commercial-
Safety Aw-^rd Winnner was General Motors
"Safe as You Think" produced by Jam Handy.
ism. has been completely modernized to conform
to the new problems of increased traffic and to
improvements in automobile design and high-
way construction in the last decade.
It's W anton Murder, a potent short subject
with commentary by Lowell Thomas, hits indif-
ference to traffic laws with both fists. The film
is distributed by the AAA. American Transit
Association and the American Trucking Asso-
ciation.
More Good Films Are Due Soon
Moving into the battle for adult consciousness
of the war against traffic tragedy in early De-
cember is still another top-flight production. A
Closed Book, sponsored by the Farm Bureau In-
surance Companies and produced by Wilding,
will premiere at that time and soon thereafter
will become available to nontheatrical audiences.
This subject tells the poignant story of one doc-
tor's personal bereavement through the traffic
death of his wife which launches him on a literal
one-man crusade against carelessness. His fel-
low townsfolk, successively amused, baffled and
annoyed at his tenacious efforts, finally join the
crusade with effective results.
Among other well-known films available for
general audience showing are: Everybody's
Business. AAA. emphasizing the fact that know-
ing traffic laws is the driver's responsibility, as
are the duties of safe driving and keeping the
car in good condition: Guilty, Ideal, depicting |
the tragedy of failure to observe sound practices
at the wheel: Your Responsibility, National
Safety Council, a warning that unless the fol-l
lowing of safety rules becomes a habit, a child
may forget when alone on the street: The Man
at the Wheel and Death Walks the Highway,
which was made for the instruction of Navy per-
sonnel. Both are National Safety Council re-
leases.
Coii.MERCiAL Drivers' Training Series
Training films for drivers of commercial ve-
hicles, a group distinct from personal vehicle
operators, concentrate on educational material
in a special field.
Caution at the Crossroads, recently completed
by Vogue Wright Studios, is the first of a series
called The Commercial Driver Training Series,
made for the National Association of Automo-
tive Mutual Insurance Companies. The 12-min-
BUSINESS SCREEN MAGAZINE
ule subject is available in 16inni. slide motion-
film or 35mm. sound slidefilm.
Plans are being made by the Association for
more films in ihe series, on such subjects as
Preventing Backing Accidents, Avoiding Rear-
End Collisions. Hreventini: Vehicle Fires. Driv-
ing in Bad Weather, .\ighl Driving Precautions,
Preventive .Maintenance. Procedure in Emergen-
cies, and Courtesy and Driving.
Caution at the Crossroads, which concentrates
on intersectional hazards of truck and bus driv-
ers, has a driver trainer as the principal charac-
ter. The picture was produced in cooperation
First of a Series ij this netv subject produced
by Vogue-Wright Studios.
with the .Association's Engineering Committee
and Automotive Subcommittee.
Widely known among bus driver training
films is Priceless Cargo, Superior Bus Company
appeal to parents, teachers, manufacturers and
drivers to protect school bus children, .\nother
is Operator and Safety, in two parts, the first
part emphasizing maintenance checks, the sec-
ond showing driver responsibility for the safety
of children.
Sound Slidefilms Good in Training
For group educational meetings the highly
effective but bold simplicity of the sound slide-
film has long proved an excellent training tool.
\^ hile such presentations can well contain an
emotional pull, their point-by-point and unde-
viating delineation of good safety practices and
techniques is their chief strength. Examples are
National Safety Councils Defensive Driving,
Mary Jones Goes to Court, and Ao L se Skid-
ding. Zurich-American Insurance Companies' ti-
tles in traffic safety subjects include Here's the
Dope. Destination — Death. Award to the Wise.
On } our Toes, .Mostly Personal, and Rough
Riders.
The most successful pictures for youngsters
keynote action, with a play on the emotions and
as little dialogue as is necessary.
Chrysler Previewing Top New Fiilm
Chrysler is launching The Case of Tommy
Tucker at a luncheon of company executives at
Highland Park. Michigan, on November 21. Dur-
ing the following weeks, luncheon previews will
be held separately for press, educational, safety
and public olficials and Detroit area personnel.
The picture will be distributed nationally to thea-
( CONTINUED ox THE FOLLOWING PAGEI
Educating the
Young Drivers
GENERAL MOTORS & NEA
COOPERATE ON PROGRAM
by James W. Bostwick,
General Motors Photographic
GENERAL MOTORS, through its Photo-
graphic Section, and with the counsel of
the National Commission on Safety Education
of the National Education .Association, has pro-
duced a new. comprehensive and correlated
series of motion picture and slide films on
driver education, for use in high schools through-
out the country.
The -series is the first of its kind ever pro-
duced. General Motors and the National Edu-
cation .Association designed it to help fill a long
standing need of high schools for good audio-
visual materials on driver education. Educa-
tional authorities who have previewed the films
say that they will greatly facilitate the presen-
tation of effective instruction in this important
subject.
The fihns also were designed to meet speci-
fications developed last year by the National
Conference on High School Driver Education
and thus are specially suited to the instruction
of high school students. -A special committee
of teachers, school administrators and special
ists on audio-visual instruction materials, ap
pointed by the National Education Association
provided counsel on all phases of the project
Technical guidance also was furnished by lead
ing automotive and traffic control authorities
The films offer a valuable supplement to other
driver instruction methods, adding clarity and
interest by bringing into the classroom visual
situations which are difficult or impossible to
provide by any other means.
The series includes three motion and twelve
slidefilms. It covers all important points in-
volved in operating an automobile. Each film
is an instruction unit which provides specific
coverage of a single topic. This assures easv
Aiumaterl flranin<^s i;/^f jyuftil interest . . .
b I^JfJJJ
:;IJDJJ-
and effective integration of the series into any
high school's course plan. General areas of
instruction covered include driver qualifications,
functioning and care of the automobile, basic
driving techniques, rules of the road and ad-
vanced driving skills.
Motion pictures are 16mm.. black and white,
sound films, with running times ranging from
II to 17 minutes. Slidefilms are 35mm., black
and white, silent films, averaging about sixty
frames each. -A booklet containing descriptions
of the films and suggestions on presentation
methods is provided for instructors" guidance.
The films may be purchased at a price of
S69.75 for the complete series. This represents
onlv the cost of prints, as General Motors has
underwritten all production costs. Orders should
be submitted to General Motors Photographic,
485 West .Milwaukee .Ave., Detroit 2. Michigan.
Those wishing to preview the films should
communicate with their state education depart-
ment. General Motors has donated a set of
the films to this department in each state.
Driving phases covered by the series are
Your Permit to Drive, which is introductory;
Driving Economically, Driver Fitness and .Atti-
tude. Switches, Instruments and Controls. Pre-
ventive Maintenance. Road Emergencies, Start-
ing the Car, Controlling the Car, Driving
Straight Ahead. Turning. Speed Control, Inter-
section Controls. Parking, In Case of .4ccidenl
and Practice Makes Perfect Drivers. The first,
second and last are motion picture fihns, while
the remainder are slidefilms.
.A majority of the frames of the motion and
slidefihns are actual photographs. Thev are in-
terspersed with some diagrams, and an occa-
sional cartoon to illustrate a point. •
. . . key fads made -clear in GM's program.
yuu jjjuiiJiJ ijyyyuujjjy ijjjj jiujjlIj-'
jjujj by JyjyjjjjJ jluyr.jr^'j'-jhi'j
.\" L M B E R
V O L U M E II • 19 3 0
23
"The Case of Tommy Tucker" is Chrysler's
new weapon in the battle to save lives.
Films Fi^ht Traffic Toll:
(CONTINUED FROM THE PRECEDING PACE)
tres and nontheatrical audiences as well as
through Chrysler Division dealers.
The story is of Tommy, injured in an acci-
dent, and the adventure he experiences in his
sub-conscious mind while he lies on the operat-
ing table.
Under the general program title. Sergeant
Bruce Reporting. Lumbermen's Mutual is ready-
ing an entire series of 13 graphic driver educa-
tion lessons on film, averaging 6 to 8 minutes
each. Excepting preliminary testing in Cali-
fornia, this program will not enter the school
field generally until the second semester of this
school year, after February, 1951. After that
date. Lumbermen's plans an extensive campaign
to place the film within easy reach of driver
training classes in U.S. schools.
Motor Clubs Take Active Part
The AAA has been particularly active in this
field of traffic safety film and accompanying in-
structional work, as well as films for adults. An
example of the success of the member motor
clubs, which could be paralleled in a number of
sections of the United States, is that of the Chi-
cago Motor Club.
More than 300,000 persons will have viewed
the safety films distributed by the Chicago Mo-
tor Club in Illinois and Northern Indiana be-
fore the year-end, the Club reports. A total of
210,000 saw the 14 pictures of the Club in 1949.
at showings in schools, before civic organiza-
tions and in connection with illustrated lectures.
Film's Basic Role in Patrols
Seventeen thousand high school students were
enrolled in driver-training classes, with films as
a basic tool of instruction, after 600 teachers had
been film-instructed to take over the classwork.
Two hundred high schools in the area have made
driver-training a part of their curricula. Stu-
dents are given full credit.
Fifty thousand school boys and girls are ac-
tive in the Safety Patrol movement launched in
1922 by Charles M. Hayes, president of the Chi-
cago Motor Club. The headquarters office esti-
mates that 7,000 lives have been saved by the
patrols since the organization was formed.
The motion picture Trained to Serve plays a
fundamental role in the training of the patrols.
Club officials are convinced, by results, that
Lumbermen's Mutual Chairman
Cites Campaign Against 'Teenacide'
• "The problem of saving young people
from injury or death on the highway is
complex. Its solution will come only when
parents, educators, law enforcement au-
thorities and other groups work together on
a united front to prevent 'teenacide.'
"As part of its continuing campaign na-
tionwide to help reduce 'teenacide,' Lum-
bermen's Mutual Casualty Company pro-
duced the film Last Date, designed particu-
larly for teen-age audiences. Since its pre-
miere eight months ago. Last Date has been
viewed by more than 3,250,000 people."
James S. Kemper, Chairman
Lumbermen's Mutual Casuahy Co.
motion pictures have a vast educational value
in training youth in traffic safety.
Many of the films for children of the elemen-
tary grades concern the training and operations
of the school patrols, but not all.
An outstanding production for this group is
The Safest Way, AAA's 16mm color and sound
fihn, also the holder of a recent first place award
by the National Committee on Films for Safety.
A 10-year-old tells the story while each member
of his class is seen making a map of his safest
route to and from school.
"Once Upon A Time" A Classic
Another is Metropolitan Life Insurance Com-
pany's Once Upon a Time, an animated cartoon.
There are several widely known films on safe
bicycling, among them Bicycling with Complete
Safely, Jack Finds a Way, and Rules for Safe
Cycling. Child subjects on pedestrian safety in-
clude Between the Lines, One-Two-Three Go,
The Safest Way and Street Safety for Advanced
Grades.
The Tools Are At Hand —
The wide array of product for all age levels
establishes the fact that sponsors have passed
the test of providing the films for the life-or-
death traffic emergency that is upon us. It is to
the everlasting credit of the industry that it has
helped hold down the toll of needless sacrifice
caused by the indifferent drivers as well as the
maniacs of speed.
Driver Education Class scene in the film
"Caution at the Crossroads."
Here's What YOU Can Do
About This Vital Problem
FILMS ARE A MEANS TO ACTION
•k The fight has only begun, however. Though
the fatality rate would have been much higher,
the ghastly truth remains that the number of
deaths is increasing. Every reader of Business
Screen has a job to do. Every reader should
ask himself — herself — this question:
What can / do to help reduce the traffic death
rate?
The answer is: Precisely as much as I try to
do — ^no more, no less.
Begin In Your Own Groups
Everyone is a member of an organization, per-
haps of a church. First prepare a draft of a
plan, then call together leaders and enthusiasts
and get down to business. Enlist the aid of the
newspapers from the start.
With this beginning, visit your Chamber of
Commerce and the officers of other civic groups
of the community. Get every organization in-
terested. Now summon a general meeting, insist
on suggestions from all, and get set for a com-
prehensive, overall program.
Enlist the aid of theatre managers and others
who can provide auditorium space for the com-
munitywide gatherings to follow.
If you are a plant public relations officer or
recreation director, the same course can be fol-
lowed, in the plant itself and in the larger field.
In all cases, contact Business Screen for its
National Directory of Safety Films, or other lists.
Borrow props from the National Safety Council:
posters, speeches, publicity pieces for newspa-
pers and radio, leaflets, outdoor advertising, and
any other pertinent material. It will be a sim-
ple matter to borrow wrecked autos for display;
they unfortunately are all too available in this
reckless age.
For rural areas plenty of farm safety films
may be had, such as Miracle in Paradise Valley.
With the films as pegs, bring in traffic police
officers as speakers. They not only know first-
hand the tragic facts that prompt the meetings,
but in many communities they have been active
themselves in film programs for safe driving
instruction.
Traffic Judges Show These Films
Enlist traffic judges. Many of them have made
attendance at traffic film showings compulsory
for law violators. Call upon teachers and clergy-
men to participate They can tell your audiences
of homes wrecked by traffic accidents. City and
state officials also are speaker material. So are
insurance men.
The program should be serious — deadly seri-
ous. Playlets and pantomimes are in order, with
props that shout the story of grim tragedy. The ,
films will be the finale and will drive home the
message of safe driving.
Know this: Cooperation is assured, all along
the line, once the program is complete and the
community is aroused. The campaign is a
natural, but it cannot wait. The time is now. •
24
BUSINESS SCREEN MAGAZINE
■ft
THIS MONTH'S COVER shot (by New York
jihotographer Jay Seymour) shows a typi-
cal Yale & Towne (Philadelphia Division I
sales meeting in action with films in their usual
top attention spot. The story is on page M of
this issue, reminding us tliat there is plenty of im-
portant selling work to be done. Defense pro-
duction eras work havoc on all kinds of sales
programs but as the backbone of a healthy
economy (and this country had better keep on
having one) good planners are prepared against
every contingency.
Which brings us to the theme of an early
Business Screen feature on "What's New in
Retail Training" which is now in construction
and includes the excellent success story of the
National Retail Grocers Association's program:
the National Retail Furniture Association films:
and reviews of activities in many diversified
fields from banking to specialty shops.
TSational Committee on Films for Safety:
■^ A November letter from Bill Englander of the
National Safety Council, secretary of the Na-
tional Committee on Films for Safety, notes the
recent resignation of committee chairman J.
Sterling Livingston of Harvard Universitv. A
new chairman will be selected by the forthcom-
ing March. 1951 meeting. A pamphlet on the
TIIK/OFFSCREEIV
crcce
Sales Training and Promotion Are
No Less Important in Our Economy
work of this important organization is being
prepared as well as a proposed "Seal of Ap-
proval" for the films to which annual awards
are made.
Important Meeting Dates for Your Interest:
'^ Members of the National Audio-Visual Asso-
ciation will attend regional meetings at Biloxi,
Schenley — Television Milestone
Television .^^nd Business History were made
recently when officials of Schenley Distributors.
Inc. participated in a closed -circuit video meet-
ing (the first of its kind) from the Dumont
studios in New York. The production stage be-
low shoivs the setting which was simultaneously
shoivn to 2.300 company salesmen and repre-
sentatives of wholesale distributing films.
Mississippi (central region) on January 18-20
and at Berkeley, California (western region) on
January 26-27. An eastern regional meeting is
tentatively scheduled for New York city in Feb-
ruary.
^ The Seventh Annual Convention of the Ameri-
can Society of Training Directors will be held
at the Bellevue-Stratford Hotel in Philadelphia
next March 15, 16, 17. 1951.
Note of Correction and .Amplification:
"k The film .And in Return, listed in our Number
5 issue of this year, is incorrectly noted as a
U. S. Steel Corporation picture. This film, notes
George Dorman, manager of the Motion Pictures
Si Visual Aids Section. Advertising Division of
the Corporation, was produced by 13 individual
steel companies and is distributed only by the
American Associated Consultants, Inc. c/o Co-
operative Wage Bureau, 3315 Grant Building,
Pittsburgh.
,\eif Films and Picture Stories Coming Up:
ir Space did not permit our usual extensive re-
view of new materials. Among those carried
over to the next Business Screen are The Fourth
.Man, a new sound slidefilm on government
spending; a good feature on the latest J. I. Case
films: two Calvert sales training films: and the
new Sinclair picture Rain Maker.
"The Eililor's ,\olebook" is created hy Publisher John S. Knight of The Chicago Daily Neivs.
"The Editor's Notebook" Is On The Screen
STORY OF THE CHICAGO DAILY NEWS HAS WORLD PREMIERE
THEATRES in Chicago
and its environs are
showing the new picture
story of The Chicago Daily
News with its appropriate title
The Editors Notebook, taken
from one of the papers out-
standing features.
Factual and straight to the
point. The Editor's i\otebool.
tells the News' story from tin-
days of Melville Stone and
Victor Lawson to its present
continued leadership under
John S. Knight who write?
the "Notebook" column each
week. Featured highlights are
certainly the sequences de- Daily News
voted to current affairs such Skid Row habii
as the recent Skid Row expose.
the prison investigations of a girl reporter, and
the resume of other editorial achievements for
which NEWS-men and women have earned the
Pulitzer Prize.
The Editor's Notebook makes no attempt to
glamorize the city but it treats with understand-
ing and warmth the people who live there.
Audiences who saw^ it without previous notice on
This Was The Daily News oj the 90's when the
paper was already an institution in Chicago
journalism.
Reporters joined
lues to write series.
^
i^i ^-^Jj
first previews in neighborhood
Chicago theatres very appar-
entlv enjoyed the picture. Its
world premiere followed at the
first-run Woods Theatre in the
Loop and subsequent book-
ings are expected to follow in
outlying theatres before it is
made available for direct
16mm audiences. Modern
Talking Picture Service, Inc.
is the distributor of both the-
atrical and non-theatrical ver-
sions.
A considerable portion of
the film is also given to physi-
cal details on worldwide and
domestic news-gathering and
the subsequent production of
the paper from copy to the
pressroom. The comparison of early "horse-and-
buggy" methods with present facilities is note-
worthy. The thoroughness of the reporting job
done on the Skid Row series has been document-
ed for its full dramatic values.
Considerable promotion through the paper it-
self should make the picture widely known
throughout Chicagoland. Because the subject and
the sponsor are close to the hearts of these pros-
pective audiences it will be no surprise if The
Editor's .Notebook sets a new show ing record.
Indicative of the newspaper's special atten-
tions to publicizing the production was the ad-
vertising space taken for the showing at the-
Woods theatre. ""Double World Premiere' wa?
the heading across a full-page advertisement
which The Editor's Notebook shared equally
with 20th Century -Fox's feature, American
Guerrilla, starrina Tvrone Power.
26
Armour and Company Presents Series
of Color Films on Food Preparation
* A new series of six color soundfihns on the
economics of food cooking techniques, supple-
mented bv a teachers manual and free educational
reference material for students as supplementary <B
reading, is being previewed in a series of em- '
ployee meetings of Armour and Company.
The pictures, which range in length from 11
minutes to 16, to permit class discussion, were
made by Stanley Neal Productions at the Hal
Roach Studios in Hollywood, for showings to
home economics classes, student assemblies, adult
education classes, women's clubs, parent-teacher
associations, and food dealer groups.
Distribution is by Modern Talking Picture
Service, Inc., and by Association Films, Inc., at
no cost except transportation charges.
The titles, and running time, are: i our Frank-
furter Favorites 111 minutes). Better Bacon (12
minutes). The A-BCs of Beef Cookery (14 min-
utes). Can You Carve? (12 minutes). Spring.
Chicken Year-' Round (11 minutes), and £asy|
As Pie (16 minutes). ^
Miss Esther Latzke. director of Armour's Marie
Gifford kitchens, is featured in the series, with
three of her staff. Mrs. Josephine Gordon and .
Miss Bette Hinkel of the Armour organization,
and Miss Ruth Klumb. west coast representative.
Charles N. Shaw, of the merchandising depart-
ment, represented Armour.
Miss Latzke and her associate economists
cooked the meats and prepared the dishes (three
of each to protect film production time) and then
appeared in front of the cameras.
Twenty professional actors and a production
staff of 24 participated.
The food products included nine sides of beef,
15 boxes of bacon, and 100 packages of frank-
furters. Backstage were seven stoves and two
refrigerators used to prepare the hundreds of
dishes. A refrigerated Armour truck, with 300
pounds of dry ice, was stationed on the set as a
storage cooler.
Two related films are mounted on one reel with
sufficient leader between to facilitate the showing
of a single subject, or two at a time. Teachers
Appetizing Food Scenes in full color are fea-
tured in the neiv series of si.x .Armour & Com-
pany sound pictures.
BUSINESS SCREEN MAGAZINE
suggested this arrangement, to save relhreading.
The first subject on Keel 1 shows outdoor and
indoor preparations of frankfurters, types of
packages with information on liuying and easy
heating methods, ways to use leftovers, and sea-
sonal menu suggestions. The second suhject de-
picts fivinir. liroiliiis; and liakinj; bacon.
Learn About Bana ii as
Sponsor: United Fruit Company.
Title: Journey To Banana Land. 21 min..
color, produced by The William J. Ganz
Company.
* Last spring, the I nited Fruit Company
commissioned the Editorial Consultant
Board of the Institute of Visual Training
I Associate distribution organization of the
\^ illiam J. Ganz Co.) to prepare a teach-
ing aid motion picture specifically planned
to meet the needs of geography and social
science courses in schools.
The board, headed by Dr. Irene F. Cy-
pher. Assistant Professor, New \ork Lni-
\ ersitv. w orked with other educators, script-
writers, and C. W. Moore, head of L nited
Fruit's Educational Department, to come
up with the final result, satisfactory to all
educational standards. Journey To Banana
Land. It is an interesting study of Middle
\merica — Mexico. Colombia- the Carib-
bean Islands and the '"Banana Republics."
Planned to meet 5th and 6th grade school
standards, the film shows the growth proc-
ess of the banana, the lands in which it
grows, and traces the fruit to the table.
Journey To Banana Land was previewed
last month aboard the S. S. Talamanca of
United Fruit's Great White Fleet at pier
in New ^ ork. Along with top educators,
visual educational experts and the press, a
class of students provided a working dem-
onstration of how the film will be used.
Now available for showings to schools
across the country through exchanges of
the Institute of Visual Training. Journey
To Banana Land is a complete visual unit,
consisting of the motion picture, a 34
frame filmstrip, and a teacher's guide.
Checking Plpil Re.\ctio\ are ( I. to r. i
f,. W. Moore, educational dept. head of
United Fruit Co.. producer William J. Ganz,
and Dr. Irene F. Cypher, chairman, of the
Institute's editorial consultant board and
advisor on the new film.
) nil can .sare your life hy prompt aclioii
, as ih^se scenes in "Pattern for .Survival" show
• l?»
Atomic Defense in "Pattern for Survival
AUTHORITATIVE NEW FILM FEATURES WILLIAM L. LAURENCE
Title: "Pattern for Survival.'
Collaborator: William L. Laurence, science
writer for The New York Times.
Producer: Cornell Film Company.
* What will happen to you if an atomic bomb
should strike your city? Do you think now
that the possibility is too remote for you to con-
sider? Or do you resign yourself to feel that
nothing vou could do would help you in such a
calamitv so why think about it?
If your thoughts have been in these channels
— think again! There is certainly good reason
to fear atomic attack, while working and pray-
ing that it mav be avoided. But if it should come,
there is something you can do to save yourself,
your family and your working associates. It
might someday save the lives of all of you.
Lives Can Be Saved With Knowledge
Terrible as it would be. and fatal as it would,
certainly be to many, thousands, or millions could
be saved if they knew- some of the steps they can
take — now — to learn methods of survival.
Most important of all is to understand the
nature of the weapon — what it is. what it can
do and how to avoid its worst effects. And no
better instruction can be had on this than a new,
authoritative motion picture. Pattern For Sur-
vival.
It would seem out of place to describe such a
vital subject as "attention-getting." or "interest-
ing." or "well-made." but the fact is that it is
all of this, and is so for a purpose. It has a
message that must be told — and told well — to be
firmly understood and retained.
Rather than bring out a quick movie designed
merely to capitalize on a problem of current
interest, the Cornell Film Companv. distributor
of Pattern For Survival, engaged one of the fore-
most authorities on atomic science to present
his story and document the film with authen-
ticity. William L. Laurence, Pulitzer Prize sci-
ence writer for the New York Times (and the
only writer who was assigned officially to cover
the entire atomic bomb project) appears in the
film and tells what people can do to prevent fear
and take active steps to protect themselves in
case of atomic attack.
Pattern For Survival shows what the ordinarv
citizen should prepare for in case of atomic dis-
aster— either after warning, or immediately after
the bomb goes off. It is based on government
records and research, and has been approved by
the Atomic Energy Commission, the Department
of Defense and many other civil defense organi-
zations. It was produced by J. Milton Salzburg
with cooperation of the Armed Forces and the
American Red Cross.
Groups Can Pirchase Film Outright
Prints of Pattern For Survival may be obtained
from most audio-visual dealers or from Cornell
Films. 1501 Broadway, New York, either in col-
or, at S150 per print, or black and white, at
SIOO.
As civilian defense organizations begin their
activities in the key target areas designed by offi-
cial Washington. Pattern for Survival will pro-
vide excellent training material. It is a tribute
to the medium and the producer that the first
definite steps in providing such material have
come from private enterprise. The film merits
universal support. •
A Story of American Enterprise
"k The Keystone Steel and Wire Company has
recentlv premiered a new 22-niinute 16mm sound
motion picture The Shadow of a Pioneer. Writ-
ten and produced by Frances and C. L. Venard
and narrated by Henry J. Taylor, the film pre-
sents an inspiring message of the founding and
growth of that company. A feature review will
appear in these pages in an earlv issue but prints
may now be obtained from the sponsor at Peoria,
Illinois, or from the producer in the samecitv. •
.4 scene in "Shadoic of a Pioneer '
NUMBER
• \ O L I M E 11
1950
27
THE GROWTH OF 16MM. has been so
rapid because, among other attributes, the
medium has a deceptive simplicity. Per-
haps this is because it had its beginnings as
"home movies" or because much of the appa-
ratus and equipment involved in 16mm. seems
compact and easy to manipulate. It may be,
simply, that there is such a strong demand for
non-theatrical movies that the most economical
and workable medium must needs be used.
Whatever the reasons that seem to compel the
adoption of 16mm.. the attraction of so many
new workers in the field that have not had wide
experience in the production of motion pictures
creates a tendency to demand over-simplification
of the machinery involved, while expecting per-
fection of results. Of course, this is a fallacy,
for, like every craft. 16mm. motion picture pro-
duction needs workers who have acquired the
knowledge and experience of their own efforts.
Controls Are Keys to Results
The production of a motion picture seems to
embody to the inexperienced little more than to
form the creative idea and then point the camera.
But the initiates know that practicallv no other
art exhibits an end result that is hedged about
by so many uncertain factors, each of which
must be carefully controlled. This turns out to
be a task which involves the application of many
sciences and arts.
It isn't just a matter of looking at the medium
with respect or even realizing that, in bringing
to life the simplest ideas on film, prodigious
labors are often involved. It is more a matter
of a super careful check-over of every single
factor, technical or organizational, that goes into
the realization of the film, from script to screen.
Otherwise the result may be the producer's night-
mare— a cancellation or failure of the first official
screening, which is invariably arranged well in
advance of the first print and to which the pres-
ident of the company, all the top executives and
other notables have been freely invited.
Lab Is Last — But Essential — Link
Among the many factors which attend upon
the production of a functional film, none is more
important than the last, essential link that brings
the final results of the producer's effort to his
audience — the film laboratory. Too often this
institution is regarded merely as a mechanical
agency into which can be fed any sort of orig-
inal— or combination of originals — and smooth,
perfect prints will roll out. If the sponsor or
producer finds the process of getting the picture
on film a complicated one. he should take the
trouble some time to investigate the workings of
a well equipped, modern 16mm. laboratory.
Here are involved exact controls in the fields
of physics, chemistry, optics and electronics, to-
gether with building and maintenance of film
handling machinery of extremely close tolerances.
There are manv side lines involved: the careful
filtering and close temperature control of liquids,
air conditioning of an optimum value for han-
dling film, removal of dust from air, storage and
handling of raw stock and a thousand other
items.
Must Keep Up With The Materials
A good film laboratory must organize itself
into a complicated structure, continually carry-
ing on research and readv to produce the best
results from any new film materials which may
be placed upon the market. It would seem logical
that the producer, therefore, should know some-
thing about the lab. He will then find that, by
gearing his production into the best methods of
lab operation, he can produce better prints.
The cry "blame it on the laboratory!" is a
standing joke in the industry. Not that the lab
is perfect any more than the producer is perfect,
but that every extra complication in an already
complicated process introduces another chance
for error. If unnecessary complications can be
avoided, the sponsor's message on the screen will
Figure 1:
Variations ivhich
may occur in 16mm
frame lines and
method of correct-
ing on step printer.
(Author's drawing)
come through in a truer form, with fewer blem-
ishes and with greater uniformity from print
to print.
This kind of insurance for better reproduction
can go right back to the beginnings of the film,
in planning and in the camera. An instance is
in the choice between negative film and reversal
for a black and white production. Many who
are determined to be "professional" feel that
the negative, since it is used in 35inm. theatrical
film practice, is the best one to use in 16mm.
16mm Is a Law Unto Itself
Sixteen mm. is a law unto itself, with its own
set of individual conditions. Lab research has al-
ready discovered this, with the result that the
best prints are turned out by methods and ma-
chinery radically different from those of 35mm.
Most 16mm. negatives must be extensively
edited, which means extensive handling and
splicing. In 35nnn. all splices are well concealed
by the "sound aperture" which provides a wide
space between frames. But in 16mm. the frames
touch each other and the overlap of a splice,
unless carefully made, is painfullv apparent on
the print. Even if a work print is used for the
preliminary editing, the inevitable extensive han-
dling of a thin, transparent camera negative may
show marks and scratches that print out on the
positive as white. Here in 16mm. a smaller
picture area is involved and care in handling
must increase in direct proportion to the reduc-
tion in area.
Working With Original Reversal
Contrast the above to the situation where
original reversal is used as the camera film. This
is an emulsion originally created for the needs of
16mm. When properly exposed and processed
(preferably by the manufacturer at present) it
exhibits good gradation and fine grain for clean
picture quality. Because made for reversal it is
rich in silver and gives good, velvety blacks and
full halftones.
The technique recommended by a lab of many
years exclusive experience in 16nun. is to shoot
in reversal, have a work print made, edit the
work print and then match the reversal original
to this. The weight and general body of the re-
versal film make it capable of resisting casual
scratches that would be plain on a negative and
the splices are generally unnoticeable in the gen-
eral background of a reversal positive original.
After the reversal is edited, the 16mm. special-
izing laboratory can then make a carefully con-
trolled and developed spliceless dupe negative
and multiple prints from this. Because confined
to expert laboratory handling, prints from such
a dupe negative on fine grain release 16mm. posi-
tive are most satisfactory.
Another way in which the producer can help
the laboratory (only to help himself!) is check
up on the uniformity of the cameras he uses to
shoot a given production. It seems a very small
(continued on page forty -five)
Editor's Note: As the business film "authority"
we maintain an open forum for constructive
features on all technical aspects of the medium.
You are invited to submit your ideas for
consideration.
28
BUSINESS SCREEN MAGAZINE
■ik.
BISIXESS SCRE
GENERAL MILLS PREMIERES ANNUAL REPORT FILM: LENS-VIEWS OF THE NEWS
SHAKEHOLUERS in ••blue-ehip" American
rompanies have indicated their strong ap-
proval of the film medium as an inter-
preter of company facts, figures, and facilities.
Recognition of the medium has also become a
part of the FINANCIAL WoRLD annual '"Oscar of
Industry awards and this month the Associated
Industries of Massachusetts joined the trend as
thev tendered an award to the Shell Oil Com-
pany for the picture The Slory of Shell in 1949.
Financial World "Oscars" awarded at that
publication's annual banquet in New York last
month went to General Mills. Inc. and the Metro-
politan Life Insurance Company. The film As-
signment— General Mills received top honors as
"the best annual report film to the public for
1950." Metropolitan Life won top prize for em-
ployee report films with its production of News-
week Looks at Life Insurance.
P.«T OF Nationwide Informal Meetings
Every two years since 1939 company execu-
tives have continued the policy of taking the
General Mills story directly to the owners. 12
informal regional shareholder meetings that be-
gan in San Francisco at mid-October launched
this years program which was concluded on
November 10 at Minneapolis. Board Chairman
Harry A. BuUis conducted the meetings. His
personal report was supplemented by statistics
from Comptroller Gordon C. Ballhorn and screen-
ings of .4ssignnient — General .Mills.
The pictures theme, as a background for the
showing of facilities and discussion of plans and
policies, is based on a visit by two university
students. Helen and Ted. who are working on
a term theme assignment. The camera follows
them to such key facilities as the General Mills
Health .Association and the Research Labora-
tories, through a discussion of the Retirement
System and of the division of company earnings.
Apex Film Corp. was the producer.
From the opening meeting in San Francisco,
Helen and Ted Meet fl. to r.) General Mills
executives Leslie .Ai'. Perrin, president: James F.
Bell, founder, and Harry A. Bullis, chairman
oj the board, in a scene from the film.
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New York Life Insurance executives at
the recent White Sulphur Springs premiere
of "Strictly Business" sales training film
produced by Wilding. At left is vice-presi-
dent Dudley Doiiell; right is Roswell Natal,
Central Branch Agent, from. Chicago.
attended by over 300 persons in the Grand Ball-
room of the St. Francis, through Chicago (with
over 400 at the Stevens) and into New York
City where a crowd of over 900 set a new rec-
ord for attendance at these meetings, the Gen-
eral Mills programs were received with enthu-
siasm. All of the shareholder sessions were
preceded by press luncheons.
All Meetings Are Well Attended
The question forums which are an important
tradition also drew- heavily at these meetings.
At one of these it was revealed that more than
a third of the entire shareholder family of 13.000
are reached directly or indirectly through the
meetings. In addition, employees, customers and
other members of the public are reached with
greater effectiveness than any other medium.
Press Luncheons are a regular part of these
General Mills' programs. Here Chairman of the
Board Harry .4. Bullis speaks informally at the
New York press luncheon.
TV Celebrities .\t "Pattern for Si rvival"
screening in New York last month included
1 1, to r.) Tex McCrary; Admiral Blundy I who
conducted Bikini tests): Jinx Falkenburg: and
producer Milton Salzburg of Cornell Films.
Collaborator William L. Laurence. Neiv York
Times science writer, who helped make "Pattern
for Survival" autographs his book for the young
son of producer .Milton Salzburg.
TV Commercials for In-Sink-Erator brought
actress Shirley Wheeler (left) and .Marge Kern
to the Chicago studios of Sarra. Inc.
Board Chairman Bullis tells of General .Mills
operations at .\eu York shareholders meeting.
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number: • V O L I" M E 1 1 • 1950
29
CONTINUING THE BUSINESS SCREEN
SERIES ON "MEET THE PRODUCERS"
/// cxcculives and clients lien a rrrciU film in simlio screeniiin room.
They Build Pictures From the Ground Up
FILMS FOR INDUSTRY, INC., AN ORGANIZATION OF CRAFTSMEN
term lease the fciriner sound studios of the Siiii-
plex Company on Gold Street in New York City.
At the same time a Philadelphia office was
opened, fully equipped for the production of
slidefilms.
Films for Industry, Inc., is owned by Joseph
M. McCaffery. who is supervisor of all produc-
tions, and Hylai\ Chesler. in charge of scripts
and research.
Specialize in Color Production'
Realizing the contribution that color would
make in the industrial field. FFI has worked in
close association through the years with East-
Script Conference at FFI: left to right around the conjerence table are Tom Patterson, art di-
rector- David Quaid. cameraman; Tom Corlett. film editor: Joseph M. McCaffery. production
supervisor; Hylan Chesler, director oj writing and and research: Hal Kennedy, writer-director; and
Mary Chase, marimirllrs suprrvisnr.
THE TOP RANK standing achieved by Films
for Industry. Inc. in a decade of produc-
tion of business films is the result of pro-
gressive expansion of an organization that has
built solidly, step by step, since it was founded
in 1940.
Maintaining its principal siudios in its own
building at 1.35 West 52nd Street. New York
City, in the heart of the theatrical district. Films
for Industry. Inc.. has under one roof two fully-
equipped sound stages, machine and carpentry
workshops, cutting rooms, art department and
administrative offices.
In 1949 the company acquired under a long-
man Kodak, Columbia Broadcasting System
Color Television. Ansco and Precision Labora-
tories. Its technicians have gained an outstand-
ing position in the field of color motion pictures.
From the start, however, FFI has realized
that the script is the foundation on which a suc-
cessful picture must be constructed. It may be
helped by the excellence of its color and other
technical achievements, but unless its story bne
is true, well-constructed, tested and well-present-
ed, it cannot achieve more than mediocrity.
Working on this premise, FFI adopted the
standard procedure, before attempting a story
outline, to have a research-writer team spend as
much time as it deems necessary exploring the
field independently and jointly with the spon-
sor's personnel.
Then only does the search for the proper story
line lieL'in. When the writer-research team and
This Mciiii.nN Uicception Room is the client's
first glimpse of FFTs extensive facilities in the
heart oj Manhattan's theatrical district.
the head of the script department feel they have
achieved it. other technicians are called in for
their contributions. This group consists of the
supervisor of productions, director, camera
man. cutter and art director. Then the outline
is submitted to the sponsor's group for criticism
and suggestion. This procedure is followed with
each outline submitted and subsequently with
the scripts submitted until the completion of the
production.
During this period both outline and scripts
are tested on a representative group of the pros-
pective audience and their reactions are meas-
ured.
Integration of Facilities Essential
Films for Industry believes that anyone who
is expected to make a contribution to a success-
ful picture must not only be a competent tech-
nician but must thoroughly know the background
of the scripts, the sponsor's aims, and all the
aspects brought together by a highly specialized
crew in attendance throughout development of
the details of a production.
This method has produced such well-known
pictures as the Procter and Gamble series, Un-'
der These Stars. A Fair Day's Pay. A Fair Day's
Work, and Burlington Mills' Fabric of Our
Lives. These represent outstanding examples in
the field of industrial and human relations. Rep-
resenting the sales training field are The Perfect
30
BUSINESS SCREEN MAGAZINE
Mh
VISUAL T R A I ^' ■ X G
REPORT
Studio Production at FFI for a recent Puerto
Rican rum merchandising film.
Setup and Holiday Harvest for Frankfort Dis-
tillers. Merchant on Main Street and Design for
the Fifties for the Sun Oil Company.
Active in Public Relations Field
In the public relations field, outstanding are
Miracle of Time for the Gruen Watch Com-
panv and Partners in Purchasing for the Socony
Vacuum Oil Company. Partners in Purchasing
was developed in close cooperation with the fa-
cilities and advice of the Harvard Graduate
School of Business. These pictures and some
others in various subject categories have achieved
notable success.
Since 1946 FFI has been active in the tele-
vision field, producing numerous spots for the
leading agencies as well as 15 and 30 minute
shows for package producers. In the field of
color television it has worked closely with Dr.
Peter Goldmark of C.B.S. in producing short
subjects on color film for use in various govern-
ment and public hearings.
Canadian 16mm Travel Films Provide
Good Program Fare for Plant Shows
* Plant program directors and recreation
executives seeking material for weekly em-
ploye showings will be interested in the
extensive library of Canadian travel films
available without cost (except transporta-
tion I at official Canadian Travel Film Li-
braries I National Film Board offices i at
400 West Madison St.. Chicago, and at
1270 Avenue of the Americas. New York
Citv. Bookings are limited to one week.
Among the 28 color and sound films
are such titles as Canadian Cruise, Canoe
Country. Famous Fish I Have .Met, Friendly-
Invaders, Happy I alley I Nova Scotia i.
Highland Holiday, North to Hudson's Bay.
and The Road to Gaspe. Sports get special
attention also in Rocky Mountain Trout.
Sailing in Canada, Silks and Sulkies I har-
ness racing I , Ski Holiday, and Winter Car-
nival.
19 of the 28 titles are also available at
6.3 regional film libraries and official Cana-
dian government offices in the Lnited
Slates. You are invited to write one of the
offices above for a complete catalog and
the address of a libran. source nearest you
for convenient pickup or fast mail service.
You've Got to KNOW It to SELL It!
YALE &. TOWNE'S PHILADELPHIA DIVISION VISUALS PROVE ADAGE
■k Yale & Towne Manufacturing Company's
Philadelphia Division wasn't kidding its distrib-
utors last spring when it told them that selling
electric hoists was a highly competitive and, in
comparison to selling the 50.000 other nuls-and-
bolts items carried by mill supply houses, a
somewhat complicated business.
The heads of Yale's sales department knew
that its mill supply house distributors and their
salesmen were doing a good job selling hand
chain hoists. On the other hand, it was evident
that many industrial supply salesmen were shy-
ing away from opportunities to sell electric hoists,
despite the fact that trading the customer up to
these more expensive hoists offered a fine oppor-
tunity to increase their sales dollar volume. Mill
supply salesmen seemed to fear that electric hoist
selling was too involved with technical problems
about electricitv which thev didn't understand.
Make the Product Easier to Sell
Yale knew that some electric hoist applications
require special engineering, but on the other
hand, most electric hoists are used in the same
wav as chain hoists. The only real difference is
the addition of electric power.
So. to meet this problem. \ale came up with
a plan to leach salesmen that electric hoists are
as easy to sell as hand hoists. It proposed to
provide a background of product facts and prac-
tical information that would give salesmen con-
fidence to do an effective selling job.
In addition to providing product information
such as being able to select the right hoist for
the right job among the 3.000 or more variables
that are possible in a hoist application. \ale
wanted salesmen to recognize jobs in a plant that
an electric hoist could do more economicallv.
Fill Day's Meeting in a Package
The program set up to accomplish these aims
was prepared by \ ale & Townes advertising de-
partment and agency Fuller & Smith & Ross.
Dollars to \^"inners during Y&T quiz session
as asst. sales manager Harry Rose tosses the
coins to quick-witled m-fr^'rrts.
RIGHT TOOLS FOR THE JOB
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Hoist Selectors, uall charts, and
other visual tools made program a
n ell-rounded sales presentation.
The package consists of one full day's meeting
of intensive training on the hoist sales problem,
a suppiv of sales letters, bulletins, folders, new
catalogs, ad mats, wall charts, and two motion
pictures.
Beginning last spring. Harry Rose and Jack
Somers. Assistant Sales Managers of the Hoisting
Equipment Department, set out in a station wag-
on loaded with 1500 pounds of demonstration
equipment, printed matter, projectors, screens
and motion picture reels. Before a summer hiatus.
23 sales clinics were held in various parts of
the country. .\ t\ pical days session ( the whole
meeting was planned and written in advance so
that anyone might conduct it I consisted of a
short talk of ^ ale's position in the hoist busi-
ness, presentation of the new Load King model,
a quiz period, instruction on selection and appli-
cations for hoists and the two color films- The
(CONTINUED ON THE FOLLOWING PAGE)
Meet Lovely Queenie with Load King, the
"Talking Hoist" tcho tells her it's power, not
powder, he's talking about.
NUMBER
\ 0 L L M E 1 1 • 19 5 0
31
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slide @I firm
transcriptions
give you up-to-the-minute extras at no extra cost!
Tnt i23; v/a-c rr. moasrt 7a~iiT~if^ — rat iir^Tir. nnss:
iniinnn^n:: anc methods — rht hignes: quaicy vnr/ios
mHTf— la — piis zitu nswssi tape -ecording airoaratuE that
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th£ Tit-rmHTf m the suae niir maiw-^ xoday:
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pj uuijii aenn=i — wfcr nnt ioUrre the nruntabie esampfc nf
Fare Motor Campart Genera; Fooffi Corporatior. General
Eierrtnc Simpiry Co. ikj- atioi. Sears Koeriiir-t- anc Compan^-
Tuie Warer (X. Canmany. CoTmnental Baking Cmnpary,
ami a host of gratinec CniirmhiE rlTfTTTS
tkak far All Ttae Cmm.hhjwh
I>Blaii& *<iafie Wn« Writ*
Columbia
-^ transcriptions
A Dwujor «-
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Otite 5-Tiac
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xmsEB T - v«xrwx 33 - a»3.»
CAPITOL (OMMENl 'NDUSTRIAL film sponsors honor ROBERT FLAHERTY MARKET BUILDERS
M The Ert>iu>nii(' Cooperation Ad-
itiinistratiiin has released 10 i!io-
tion pieluies depiclinc Kinopeaii
reeoveiv under the Marshall I'lan.
Produced in Europe prinuuily to
aeqiiaint Kuropeans with American
aid. the sliorls are heing dislriluited
non-lheatrieally here hv A. I'. I- ilnis.
Ine.. 161U) l?road\va\, New York
19. In addition, they are eurrenth
progrannned over ABC television
stations to run thronuh Januarv.
* * *
"¥■ Ktlueationa) hlnis are amonji the
motion pictures to lie shown in
Marshall Plan countries under new
guaranty contracts announced by
the h. C. A. The contracts include;
Encyclopaedia Britannica Films.
Inc.. educational films for Norway,
.SU.()tH): Time. Inc.. 860,000 for
Germany; and Loew's, Inc.. short
subjects for Germany, §11,750.
# * #
-K Actress Myrna Loy was the guest
of honor at a tea given recently
by the D. C. Motion Picture Coun-
cil. Temporarily resident in Wash-
ington. Miss Loy is a member of
the U. S. iVational Commission for
UNESCO and served as an advisor
on mass communications to the
U. S. delegation to UNESCO at the
Paris and Florence General Con-
ferences. She has also organized
the Hollywood Committee for
U.NESCO to stimulate motion pic-
ture interest in the organization's
principles and purposes ... J.
Walter Evans, Head, Contract Film
Division, Navy Motion Picture
Branch, was the official United
States representative at the Edin-
burgh Festival of Music. Art, and
Drama . . . The U. S. National
Commission for UNESCO has is-
sued a 79 • page catalog. United
Stales Educational. Scientific, and
Cultural Motion Pictures Suitable
and Available for Use Abroad.
Work on the project was under the
supervision of Irene A. Wright,
Department of State. Supplements
will be issued . . . Roger .Albright,
Educational Director for the Mo-
tion Picture Association of Amer-
ica, is teaching a course on the
History of the Motion Picture at
American University . . . The Office
of Education's latest publication
Motion Picture Projectors in the
Public High Sclu)ols is available
from the Government Printing
Office (1.5 cents). Data was com-
piled by Dr. Seerley Reid . . . The
12-year-old documentary. The Riv-
er, again leads Department of Agri-
culture print sales to outside pur-
chasers. During fiscal 1949-50, 134
prints of The River were sold.
l.MiusTRiAL Audio-Visual Association members and officers paid homage
to pioneer film documentarian Robert Flaherty at the organization's recent
jail meeting in Neiv York City. Shown above are (front row I. to r.j C. R.
Coneivay, Humble Oil & Refining Co.: Mr. Flaherty: Dan Rochjord. Stand-
ard Oil Co. (1\'J ) Tom Hope. General Mills. Bach row. I. to r.. are Joseph
Schiejerly. StandartI Oil Co. (NJj: Gordon Biggar. Shell Oil Co.: Don
Steinke. Don Clirmiral Co.: and John Hawkinson. Illinois Central Railroad.
I
t*^
."IT'S IMPOSSIBLE TO PUT THE
AGGRESSIVE SELLING FILM SERIES
TO WORK WITHOUT INCREASING SALES'
These are not our words . . . they are the words
of present users of the Sleeping Giant Series
of Aggressive Selling films.
This program consists of eight 35mm sound slidefilms, each packed with selling
HOWS. Each is designed to help your solesmen, new and old, overcome the
terrific resistance now in evidence in TODAY'S buyers' market. Soles meeting
material is furnished for use with each film. Likewise follow-up letters to be
sent into your salesmen's homes. How to Sell — How to Get More Orders. That
is what the Sales Training Program, "Aggressive Selling," will do for you —
increase the effectiveness of your men, thereby — INCREASiNG SALES.
THESE FIRMS AND HUNDREDS MORE CAN'T ALL BE WRONG
DuPont
Aluminum Co. of America
Westinghouse
Generol Electric Co.
Trmken Roller Bearing
B. F. Goodrich Chemical Co.
National Brewing
Tidev/oter Associofed Oil Co.
Kraft Cheese Co.
Sun Electric Co.
Richfield Oil Co.
New Englond Life Ins. Co.
DeSoto Div. of Chrysler
Clary Multiplier Co.
Rexall
The Austin Co.
American Brass Co.
Quolity Bakers of America
Hoffman Radio Corp.
Packard Motor Co.
We could put other testimonials in this space too but so doing wouldn't
increase your soles ond profits — however, sforfi'ng
to use this program will.
WRITE OR WIRE
6108 SANTA MONICA BOULEVARD
HOLIYWOOD 38, CALIFORNIA
SVE Names General Films As
Exclusive Canadian Distributor
♦ (Coinciding with his completi<jn of
the largest single order of still pro-
jectors and materials ever placed by
Gem:ral Films Ltd., Regina. Sask..
Canada, with the Society for Vis-
ual Education, Inc., Chicago, John
C. Kennan. SVE sales executive, has
appointed General Films as exclu-
sive distributors for all SVE prod-
ucts in Canada.
During his visit. Mr. Kennan
spent considerable time with O. M.
Paulson, vice-president of General
Films Ltd. who accepted the ap-
pointment, in setting up all proce-
dure required in this extensive sales
arrangement.
Canada Rising Mart for AAodern
Visual Education Methods, Medio
♦ Market potentialities for the sale
of 16mni. visual education films
and equipment in Canada is on a
fast uprising. Steadily increasing
usage of 16mm. films in industrial
companies, fraternal organizations
and private families has placed Can-
ada second only to the United States
in this respect. In Ontario, it is es-
timated that 60 per cent of all clubs
and fraternal organizations use
16mm. projectors, one-third of them
owning projection equipment.
A decided trend toward use of
visual education aids in Canadian
schools has also been cited with
12.S0 sound and silent projectors
in Ontario schools, while Quebec
has 700 16mm. sound, 300 16mm.
silent and 300 filmstrip projectors.
Industries, schools and churches
throughout Canada are purchasing
new equipment, but as shown by
these figures, especially those in On-
tario. Ouebec and British Columbia.
Emergency Training Programs
Theme of Metals Convention
♦ "Training Programs for Emer-
gency Production,'' was the major
session at the 51sT Annual Con-
vention OF the National Metal
Trades Association held recently
at the Hotel Commodore, New York.
Principal speakers at the session
were William S. North, vice-pres-
ident of the LTnion Special Machine
Company. Chicago, who spoke on
"Supervisory Development — a Case
History" and F. S. Laffer. Training
Director of the Cleveland Graphite
Bronze Company and president of^
the American Society of Training
Directors, talked on "Training Spe-
cialists and Women for Factory Oc-
cupations."
A regular screening of selected
films was a program feature.
34
BUSINESS SCREEN MAGAZIN
NE^I M
It is hard to tell
the difference...
See them both!
35-01 QUEENS BOULEVARD • LONG ISLAND
NUMBER 7 • VOLUME 11 • 1950
35
WOR Schedules Test of Skialron's
Pay-As-You-See Television
♦ For thp purpose of kppping top-
(light fntprtaininerit available to the
"televiewing" public, Skiatron, a
system of pay-as-yousee television
has been scheduled for experimental
testing on television station WOK-
TV.
Faced with the rapidly rising
prices, advertisers are no longer
able to sponsor the televising of na-
tional events, first-rate motion pic-
tures. Broadway productions and
other costly entertainment. Without
a provision for home payment, all
television programming will be lim-
ited to what advertising sponsors
can afford to pay.
Commenting on the experiment,
Commander E. F. McDonald, Jr.,
president of Zenith Radio Cor-
poration, stated "Whether it be
Phonevision, the Skiatron system or
some other method yet to be an-
nounced, television must have a
home box-office in order to show
the best in entertainment.
"We have, over the years, devel-
oped several different Phonevision
systems." he continued, "including
methods that do not require the use
of the telephone wires to carry the
decoding signal during the broad-
cast. While we have field-tested our
various systems, this seems to best
solve the economic problem of pro-
viding a home box-office with a
reasonably close check on the size
of the audience for each event."
Phonevision Test Postponed
♦ Zenith Radio Corporation has
postponed the starting date of its
Phonevision test from November 1
until December 1. and has asked
FCC for permission to continue the
test through the month of Febru-
ary, according to announcement by
Commander E. F. McDonald. Jr.,
Zenith president.
This is the second postponement
of the test, which was originally
scheduled to begin on October 1, he
said, and is occasioned by the same
considerations that caused the origi-
nal postponement.
"Our transmitter on the Field
Building has been tuned up and put-
ting out excellent test pictures since
September." he said, "and the tele-
vision-Phonevision receivers have
been installed in the 300 homes se-
lected for the test by the University
of Chicago. We are all set and ready
to go. except for one thing:
"We simply do not have enough
good, first quality feature pictures
to conduct the test properly through
its full schedule of 90 days. We need
more time to conclude negotiations
now in progress with a number of
major producers."
Sales Effectiveness of Television Is Researched by
NBC-Hofstra; Shows Buyer Results in New York
* .Actual figures on the sales effec-
tiveness of television have been
made available to prospective TV
advertisers through a recent com-
prehensive survey conducted jointly
by HoFSTRA College and the Na-
tional Broadcasting Company.
Basing its findings on 3,270 per-
sonal interviews with owners and
non-owners of television sets in
Greater New York, the survey re-
veals :
1. Television advertisers can ex-
pect 193 extra customers out of
1,000 television homes. This figure
combines 30.1 per cent of the total,
or 98 new customers, with 35 cus-
tomers who would have been lost to
competitors if the advertiser had not
used the television media. Finally,
60 "bonus customers" representing
non-television set owning guest view-
ers who watched television 7.9 hours
per month.
2. An average sales gain of 70.2
per cent per product advertised on
television is registered by viewers
over consumers who neither own
sets nor view television. Increase in
the buying average of the television-
advertised brands is 40 per cent
among viewers, as compared to 23.5
per cent credited to non-viewers.
30.1% Gain for Products
3. Every one of 15 products, in
eight separate groups including gas-
oline, dentifrices, cigarettes, cheese,
coffee, soap, tea and razor blades,
produced a noted sales increase,
showing an average gain of 30.1
per cent for all products using the
media.
4. An average loss of 19.1 per
Animation tells ingredient
story of a famous product
We'd be pleased lo screen
some of our latest produc-
tions (or you. No obligation.
NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
cent was noted for 13 brands, in the
same categories, which were not ad-
vertised on television.
5. That the television commer-
cials pay for themselves is shown
by an average of $19.27 in extra
sales for every $1 spent on video
advertising.
Between the first and second sur-
veys made by Hofstra. 72 persons
bought sets and joined the television
owners" group. AUhough their buy-
ing matched non-owners before
owning sets, their purchases of
television-advertised brands in-
creased 40.1 per cent after they ac-
quired television receivers. Their
purchases of the average non-tele-
vision-advertised brands decreased
by 37.3 per cent.
TV Buyers Keep "Sold"
A total of 33.9 per cent of the
television owners continued to buy
the average television-advertised
brand after owning their sets 16
months or more, contrasted with
32.9 per cent who owned sets from
one to nine months, proving tele-
vision's sales influence stands up be-
yond the novelty stage when the set
first enters the home.
The survey further points out
that the number of television homes
in the United States is expected to
reach 24 million by 1955 and with-
in a short range of six months, its
audience has passed the top ten
magazines in terms of circulation.
USDA T.V. Film Report Ready
♦ An aid to producers and sponsors
is the newly-released USDA Radio
and Television Service report on
how television stations can use
USDA films in their programs.
Covering the work done in adapt-
ing the Department's films for use
on television, "packaging"' television
shows on motion picture film, cre-
ating new films tailored to lit tele-
vision needs, the mechanics of film
clearance and distribution and uses
of film on television, the first in the
series will be followed by two suc-
ceeding reports.
"Visual Aids" and "Program
Methods" wiU contain research in
ways television can be employed to
spread information regarding mar-
keting of agricultural products.
Combined, the three reports pre-
sent a clear idea of how films can
be "slanted toward television use."
Available from the U.S. Depart-
ment of Agriculture, Washington
25. D.C.
Pathescope Makes TV Adaptation
* An adaptation of straight business
film material for TV use is under
way at Pathescope for the Conti-
nental Oil Company, through
Geyer, Newell and Ganger, Inc.
36
BUSINESS SCREEN MAGAZINE
k
EXCITING NEWS!
3 BASICAILY
NEW FEATURES EXCLUSIVE
WITH BESEIER VU-ITTE
VU-LYTE
THE FIRST REALLY MODERN
OPAQUE PROJECTOR
YOU TOLD US WHAT YOU WANT
HERE IT IS. the most
modern and most versatile of
visual teaching tools
VACUMATIC
PLATiN
FEED-O-MATIC
CONVEYOR
you WANTED a pro/ector you can use in a partially-Ughted room.
Without total darkness, Beseler VU-LYTE gives you clear, sharp imoges and brilliant colors.
you WANTED full-page projection, yet a lightweight machine.
Beseler VU-IYTE projects a letterhead or a postage stamp wi
ilh equal ease . . . weighs 18 poundiv
less than previous models. ^
you WANTED continuous, smooth operation without light flashes. --^
Beseler VU-IYTE - and only Beseler VU-LYTE - gives you the Feed-o-matic' Conveyor. -t'
you WANTED no bother with mounting copy in cumbersome picture holders^,
and no copy-flutter.
Beseler VU-LYTE -and only Beseler VU-LYTE - gives you the Vocumatic" Platen.
YOU WANTED a protected arrow that permits you to point to details without
leaving the projector.
Beseler VU-LYTE - and only Beseler VU-LYTE - gives you the Pointex' Projection Pointer.
POINTEX*
PROJECTION
POINTER
*Paieat Peadiag
And you can use VU-LVTE on an uneven
surface . . . use a small or large screen . . .
operate VU-LYTE with no heat or noise dis-
comfort . . . always get top-flight projection
at surprisingly low cost!
Remember, VU-LYTE is not a remodeled old
model. It is brand new, the result of brand
new thinking in the field. We can only hint
at the many surprising, exclusive, helpful '
features. See them and try them for yourself!
But act no«'.
Without obligation, write or phone today for
a free demonstration in your own projectioa
room. And ask for booklet F.
CHARLES
(Sede&^
COMPANY
^••= 60 Badger Avenue
rilll World's targesi Manufacturer <
Newark B, N. J.
pf Opaque Pro/eetion i^nipmtni
NUMBER :
\ O L IM E 11
37
ALliKHT UU\I)1SI1
Aflas Elects Two Executives;
Adds Special Film Writer
♦ In rnrijuiuiinn w itii its expansion
program, the IJoard of Directors of
the Atl.\s Film Corporation. Oak
Park. Illinois, have announced the
election of Lavvre.nce P. Mominee
as vice-president and general man-
ager, and Albert S. Bradish as
vice-president in charge of produc-
tion. Tom Marker, another addi-
tion, has joined the staff as a spe-
cial film writer.
All three men are well-experi-
enced in the motion picture field.
Mominee has been engaged as busi-
ness manager and accountant in the
industry for eight \ears.
Affiliated with the film industry
for 26 years. Bradish is experienced
in all phases of motion picture pro-
duction, particularly in directing.
editing and sound recording. Mark-
er, whose p^iIna^^ motion picture
interests are in planning and writ-
ing, has produced films independ-
ently for the past several years.
Richard G. Dorn
New Ross Roy Account Executive
♦ Ross Roy. president of Ross RoY,
Inc., Detroit. Chicago and Holly-
wood, announces the appointment
of Richard G. Dorn. formerly di-
rector of photographic activities, as
an account executive.
Dorn's experience covers nearly
20 years in the creation and pro-
duction of sales and service train-
ing slide films and motion pictures.
He began his business career with
the Sun Oil Company. Later he was
with the Associated Sales Com-
pany and the Jam Handy Organi-
zation.
BUSINESS SCREEN EXECUTIVE
Two Join Ross Roy, Detroit
♦ .Makshal K. Temi'LETON. for-
merly head of Marshal Templelon,
Inc.. has been appointed to the De-
troit staff of Ross Rov, Inc., na-
tional advertising agency, as an ac-
count executive.
Another new Ross Roy member
is William G. Bishop, now on the
agencvs copy staff.
Both Templeton and Bishop were
at one time associated with the Jam
Handy Organization.
Joins Film Training Division
♦ Now working in the film training
division of Variety Merchandise
Publications is Milton F. Bollin-
ger. The new member of Merchan-
dise's executive editorial staff will
also act as editorial consultant in
the publication's training program.
Burrows Returns to Kodak Co.
♦ Lincoln V. Bl!RR0vvs, vice pres-
ident and general sales manager of
the Victor Ani.matocrapu Corpo-
ration. Davenport, resigned the first
of this month to join the Eastman
Kodak Co., Rochester, New York.
With Victor since 1945, Burrows
has played a major role in enlarging
the Victor sales organization, which
today includes some 70 distributors
and more than 3.000 dealers in the
continental Ignited States, in addi-
tion to representatives in over 60
foreign countries.
Mr. Burrows is a member of the
Board of Directors of the National
Association of Photographic Manu-
facturers. Inc., and co-chairman of
the national defense advisory com-
mittee for the photographic indus-
try, an association activity.
Why D
a- Lite
Screens Are Better
A. Three opoque coolings
^
5
[FN.
B. Slfong non-crocking, non-
/
^
Q \
sagging fobr.c
A-
Wi>
Q_D \
C. Highest quality Pyroxylin
B-
4.
B-E
focing
D. Coafing fuses beods to
^
1
\J
Pyroxylin
E. Do-lite Cryj(al Beods for
maximum brightness
A DA-LITE.
CRYSTAL-BEADED
SCREEN
A soiled or worn screen can spoil
the most carefully made film pro-
duction. That's why leading film
))roducers for years have been ad-
vising—"Check the condition of
your screens regularly an<l replace
dull or soiled screens promptly!
F'or best results choose
DA-LITE Crystal-Beaded
Screens! The greater light reflec-
tion of the Da-Lite Crystal-
Beaded surface brings out all the
details and fine gradations of tone
and color that the camera has
captured. This finer screen fabric
is available in many stvles of
mountings for every projection
need. Ask your supplier to show
them to vou.
Write for FREE somple of Do-lite Crystol-Beoded Screen fabric.
Compore it with your present screens and see if the Do-Lite surface
doesn't molie your pictures 200% to 500% brighter. Also ask for
helpful folder "Planning for Effective Projection."
DA-LITE SCREEN COMPANY, INC.
2703 N. Pulaski Road
Chicago 39, III
Quality Screens
Since 1909
Lincoln V. Burrows
PSA Awards to Dr. Loyd Jones
and John Crobtree of Kodak
♦ Dr. Loyd A. Jones, head of the
physics department of Kodak Re-
search Laboratories, and John I.
Crabtree, Eastman Kodak research
scientist, received top awards at the
recent Photographic Society of
America convention in Baltimore.
"For outstanding contributions to
(thotographic science and practice,
especially in the field of sensitomet-
ry " Dr. Jones was given the 1950
Progress Medal of the PSA. The ci-
tation also takes note of Dr. Jones'
work in ""original and productive
photography, photometry, colorim-
etry motion picture engineering,
design of interpreting apparatus,
ASA speed rating and leader.ship.
Adolf Fassbender, chairman of
the PSA Progress Medal committee,
presented the award and comment-
ed that the scientist's work has bene-
fited all photographers by provid-
ing better understanding of the char-
acteristics of photography and their
application to various photographic
problems.
Noted for his contribution to pre-
cision in photographic terminology
and his research achievements. Dr.
Jones has received many other
awards through the years, includ-
ing the SMPTE Journal Award in
1934 and the Society's Progress
Medal in 1939. In 1943. he received
the Frederick Ives Medal of the Op-
tical Society of America for his dis-
tinguished work in optics.
Receives Journal Award
John Crabtree received the PSA
Technical Division Journal award
for the most significant contribution
in the technical or scientific field:
for the preceding year — 1949.
His paper, "Rapid Processing of
Films and Papers, " describes a rapid
processing technique for photo-
graphic films and papers with super
hardened emulsions.
38
BUSINESS SCREEN MAGAZINI
etzer Gives Formula
>r TV Commercials
A threefold emotional im-
jct opening with stop mo-
on, animation or human
iterest attention, followed
y live action photography
id secondary appeal by a
ngle. song or other device
le audience can remember,
as proved the most success-
il formula for TV film com-
lercials. Joseph G. Betzer.
irector of film planning for
ARRA. Inc.. told the 1950
reative Advertising Work-
lop Clinic, in Chicago.
Store safety is the subject
f a 15-niinute film. Accident
retention, which Sarra has
jntracted to make for A&P.
extron Televisual Series
David Ettelson and .\s-
3CIATES has been signed by
le Englewood Electrical
upply Company of Chicago
) film a series of 20- and 60-
;cond TV commercials for
le Textron electric blanket.
Vallee Video. Rudy Val-
ue's television production
ampany. has forwarded to
ittelson the plans for a 30-
linute audience participa-
ion show, a 1-3- or 26-pack-
ge series.
IBC Convention Film
NBC convention delegates
aw a film. More Than Meets
he Eye. produced by the
iBC Television News De-
artment. which reported
bat in the three years since
lie beginning of production
nd staging facilities out of a
ingle Radio City studio.
sBC has acquired for tele-
ision the Center. Hudson,
nd International theatres,
lesides uptown studios and
ther space in Manhattan,
ilm Laboratories, Inc.
}pens Chicago Studios
> Film Laboratories. Inc.,
vhich has opened labora-
ories and studios in Chicago
It 33 South Market Street, is
;quipped to provide contact,
■eduction and blow-up print-
ng and processing for black-
ind-white and color fibn. al-
so optical printing of slide-
Sims, stereo slides and film-
strips, a multiplane anima-
tion stand and camera, and
animation stand models.
Arden H. Purv is. founder
and former president of
Filmex. Inc.. is the head of
Film Laboratories, Inc. In
charge of production and
technical development is
Carleton H. Worfolk. Jr.
^H a jaifi aoen. ^V deadU44^l?
(l^in^41iJ)•^n. !
We can process your negative and give you a top
quality positive print in LESS THAN 6 HOURS!
^V HEN you're up against a deadline and need FAST lab service,
send for Hollywood Films' miracle men. Our skilled craftsmen will
give you a positive print of any negative in less than 6 hours! Or a
black-and-white reversal print in only 2 hours! That's what we call
INDIVIDUAL LAB SERVICE.
And we GUARANTEE all our work, too. Here at Hollywood Films,
you get the advantage of long experience and outstanding crafts-
manship. Remember, we've been serving the leaders of the film
industry since 1907. In that time, we've developed top technical
ability plus the finest and latest of production facilities. Our mod-
ern electronic controls eliminate notching, make splicing invisible,
provide brilliant sharp definition, and assure perfectly balanced
color and density prints. You will be delighted with the results.
Try us and see. Send us your NEXT laboratory job.
IMMEDIATE SERVICE and PROMPT DELIVERY on any
quantity. LOWEST PRICES consistent with fine quality.
Quotations gladly given. FREE lab price list on request.
COMPLETE
16mm LAB SERVICE
• Negative Developing
• Reversal Processing
c Reduction Printing
e Contact Printing
• Kodachrome Reproductions
• Release Prints in Color or Block
and White
• Free Projection Service
• Free Editing Rooms
• Free storage vaults
• Shipping and Receiving Service
HOLLYWOOD FILM ENTERPRISES, INC.
^i*teii 2uaiiitf. jUcMoJiato^ lOo^ Si*tce 1907
6060 SUNSET BLVD. HOLLYWOOD 28, CALIFORNIA
FOR BUSINESS FILM USERS: A COMPLETE REFERENCE LIBRARY!
The rapidly-grov/ing Film Guide Library, prepared
and published by the Editors of BUSINESS
SCREEN, includes complete source lists and de-
scriptions covering Sports Films, Safety Films,
Sound Slidefilms, etc. Write for details to Business
Screen, 150 E. Superior, Chicago 11, 111.
N L .M B E R : • V O L IM E 1 1 • 19 5 0
39
In the^
Christmas Spirit for Employes and
Families in Two Films Available
♦ Now is the lime for plant iiiaii-
agement to think about a good, in-
expensive Christmas program for
employes and their families. With
an eye toward this problem. CORO-
NET Films has recently released
The Littlest Angel and Encyclo-
paedia Britannica offers Christmax
Rhapsoiiy. both well-laden with the
traditional Christmas spirit. Easy
on the budget, both 16mm sound
films are available on an inexpen-
sive purchase basis.
See ""The Littlest Angel"
Good entertainment for both
adults and small-fry. is Coronet's
adaptation from Charles Tazewells
best-selling book, The Littlest
Angel, which tells the story of a
lonely and unhappy cherub who
can't seem to stay clear of trouble.
He swings mischievously on the
Golden Gate, comes late for eve-
ning choir practice and simply can't
learn to fly.
Finally summoned before the Un-
derstanding Angel. Littlest Angel
explains how he misses earth, and
if he could have a box that he left
at home, he would always be good.
His wish is granted and from that
day forward, the Littlest Angel is
a model cherub.
When the time comes for Jesus
to be born, all the angels busy
themsehes preparing costly gifts,
but the Littlest Angel's gift — his
treasured box — is chosen by God to
shine as an inspiration for all men
down through the ages.
Enjoy "Christmas Rhapsody"
Equally inspiring is the EBF
story of the littlest Christmas Tree
— Christmas Rhapsody. Outstand-
ing quality of this film is the ex-
cellent full symphony orchestra and
chorus which weave the familiar
carols into an original score that
brings the magic music of Christ-
mas to the audience.
Because of the expected overflow
of booking requests, those interested
in these films would be wise to put
in their bid as soon as possible to
insure availability on desired dates.
For The Littlest Angel, write
Coronet Instructional Films. 65 E.
South Water St.. Chicaso. Illinois.
Christmas Rhapsody is available
from Encyclopaedia Britannica
Films Inc.. 1150 Wilmette Ave..
Wilmette. III.
Your local film library should be
contacted for information.
40
^acido^g ^m^©
NEWS ABOUT FILMS AND THE PEOPLE WHO MAKE THEM
They immersed jurniture in this pool
as an endurance test in a new
Mengel film produced by Atlas.
Mengel's Quality Test Filmed
♦ The Mencel Company, quality
furniture manufacturer, is the spon-
sor of a new motion picture pro-
duced under the supervision of the
Earle Ludgin Agency by Atlas
Film Corporation.
An unusual 7-day water endur-
ance test was one of the sequences
in the black and white film, used to
prove that new plywood and steel
construction can endure moisture
and to demonstrate to the buying
public that because of Mengel's new
type construction, drawers won't
stick, no matter how damp or humid
it gets.
A portion of the film will be tele-
vised but primary showings are to
Mengel's dealers.
HELEN
height 64" weight 115 lbs.
bust 36" vyaist 26" hips 36'
ELEN
THE FACTS
ARE THE SANE...
THE DIFFERENCE
IS VISUAL
Facts come to life
when presented through visuals
Motion Pictures * Slide Fifms • Films for TV
Business film producers for over a quarter century
1/
6063 Sunset Boulevard
Hollywood 28, California
Jam Handy Features Mother Nature
In Seed Pictures for Free Lending
♦ Garden-lovers and non-enthusi-
asts alike will be enthralled with
the "master-painting" beauty off-
ered by Mother Nature in two films
produced for the Ferry-Morse
Seed Co. by The Jam Handy
Organization.
Background for Beauty, in addi-
tion to bringing unequalled flower
beauty to the screen, reveals some
of the mysteries of seed breeding
and development of new varieties.
Views of the Ferry-Morse flower
seed production fields and trial
grounds are also shown. New ideas
for home-garden planning con-
tained in the 18-niinute film will
prove helpful to the amateur
gardener.
A beginning gardener who dis-
covers the secret of top-quality
seeds as the basis of excellence in
a home garden is the star of Better
Gardens for Better Living. Color-
ful scenes explain the scientific
painstaking care behind a packet
of seeds and how a home vegetable
garden can be both attractive and
purposeful.
Both films can be used either as
an "instruction tool " by county
agents and extension workers, or as
a factual-entertainment feature in
industrial plants and communities.
Available on a free loan basis,
bookings should be made through
The Jam Handy Organization. 2821
E. Grand Blvd., Detroit. Michigan.
» * *
Gilbert Has Model Railroad Series
♦ The A. C. Gilbert Company
went on the air last month with a
new series of programs dealing with
The American Flyer Boys Railroad
Clubs. The programs were shot en-
tirely on film in the midtown New
York studios of Transfilm. Inc.,
where a large model railroad layout
was erected.
Five boys play the parts of school
members of a club operating a
model railroad in a basement. They
are visited each week by a distin-
guished guest. In turn they meet
Jack Hughes. Assistant Superintend-
ent of Grand Central Terminal, New
York; P. A. Archipley, Dispatcher,
Pennsylvania Railroad; Thomas Ly-
ons. Official Engineer, New Haven
Railroad: William H. Chidley,
Master Mechanic. New York Central
Railroad; H. I. Walton, Superin-
tendent, New York Terminal. Balti-
more & Ohio Railroad, and T. L.
Harris, Agricultural Department,
Union Pacific Railroad.
By fibning the program in ad-
vance. The American Flyer program
can be presented almost simultane-
ously over 60 TV stations.
Charles W. Hoyt Company, Inc
New York, is the advertising agency.
BUSINESS SCREEN MAG.\ZINE,
i
Scene in new Wild Life film
Here's a New Fishing Film
Which Shows Trout's Private Life
* These Fish Are Y ours is the title
>f W ild Life Films Company's new -
«t production, a 28-minule sound
)icture in natural color. A complete
ife cycle of trout on the Eastern
lopes of the Kocky Mountains is
he theme of this recent release.
Many of the uimsual scenes in
"hese Fish Are 1 ours were made
(ossible by the use of polaroid
enses which enable Wild Life Films
o shoot the now-famous under-
later sequences of beavers at work
n Nature's Engineers.
Spawning, egg stages and hatch-
ry work scenes were taken w ith the
ooperation of the Wyoming Fish
nd Game Commission. Over a year
las spent shooting all the major
pecies of trout in their native habi-
ats. Wild Life photographers cap-
ured the rare Golden Trout, for
nstance. in ice cold mountain lakes
bove the 10.000 foot lexel. Rain-
ow and Brook trout. German
Irowns and Natives are all includ-
d in natural color. The Mackinaw,
r Lake Trout, largest member of
be family in this area, is brought
rom the depths in an exciting fish-
ig scene.
These Fish Are Yours is the first
omplete motion picture on fresh-
ater game fish of the West, ac-
ording to producer Bill Eberhart.
'reviews of the new film may be
rranged bv writing \^'ild Life
ilms Co.. 606.3 Sunset Blvd.. HolK-
rood. Calif.
New York Central Equips Car
To Show Film on Freight Handling
* l>\ iiicans iif a s(m'( iai iii>triiitiiin
car e(|uipped for the projection of
motion pictures, all New York
Centr.\L freight house employes
will be reached by the Central's
new film dealing with less-than-car-
load merchandise — lis A Deal!
A realistic examination of car
loading and platform-handling tech-
niques, the 16mm motion picture
dramatizes the damage which can
result from improper loading of
high class freight. Respnnsibilitv
I'roper handling oj freight
is New York Central theme.
of all employes coming in contact
with the merchandise, so far as
moving it as quicklv and safely as
possible, is pointed out using the
"deal" the Central makes with the
shipper when it contracts to trans-
port his goods as example.
Proper blocking, bracing and
stowing to prevent damage from in-
secure fastening of heavy pieces is
demonstrated. Correct use of bulk-
heads and separating boards also is
stressed.
It's A Deal! is part of an overall
program being conducted by the
loss and damage prevention bureau
of the Centrals property protection
and freight claims department to re-
duce damage in the handling of
I.e. I. merchandise.
Running 20 minutes in length,
the black-and-white film was pro-
duced by the Motion Picture Bureau
of the Centrals public relations de-
partment in New \ ork CM\.
Metropolitan Life Colorfilm
* .\ special animated color fea-
turette for t.v. and theatrical re-
lease is in production for the Metro-
politan Insurance Company. Film
deals w ith obesity, is appropriately
titled Tubhy's Trouble.
TRANSMISSION "T" Stop Calibration
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Of
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Animation Equipment
MOTORS for
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LENS COATING
John C/emeni — Erwin Horwood
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INC. '.
20 WEST 22iiil ST., NEW YORK 10, N.Y.'
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others for Motion
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AMPRO SjUflUt
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Carefully budgeted audio-visual programs
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Compare its many features for yourself.
The Stylist is easy to carry — easy to set up —
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NAME 5:V'!f?.
ADDRESS..
CITY
:_i
SERVING OVER 8,000 COMPANIES WITH EACH ISSUE
The increasing interest in better communications within business,
industry, and government is reflected in the growing reader audience
served by Business Screen. This issue will reach more than 8,000
<■■ m janie^ a id a~r;:ci;:. inter3s:ed in films and equipment.
L: M H F. K 7
\ O I. IM F I 1 • 1950
41
Wizardry of Making Eyeglasses
♦ Maiiv of the sciences antl skills
required to make eyeglasses are
brought to light in Wonderland oj
I'ision. the new color film spon-
sored by Bausch & LoMB Optical
Company.
Using the Bausch & Lonib op-
tical firm as typical, the 20-minute
motion picture shows various glass
making and lens processing opera-
tions. One of the most difficuh
scenes to shoot, due to the intense
heat encountered, was a close-up of
the removal of a pot of white-hol
molten glass from a furnace.
Authentic scenes of how glasses
are made give the audience a great-
er appreciation of the industry and
encourage them to take better care
of their own glasses.
Clubs, societies and television
stations may obtain bookings to
show the film by writing to Bausch
& Lomb Optical Company. Roches-
ter, N.Y., or company branches in
New York Citv. Chicago or San
Francisco. Bookings are also avail-
able through the Better Vision In-
stitute. 630 Fifth Ave.. New York
20. N.Y.. and their commercial dis-
tribution agency.
Poverty of Eurooe's Children Shown
In Soundfilm Offered by Federation
♦ Allhiiugh the "castles of wealth
have hidden the huts of poverty"
in the fashionable tourist sections
of Europe, the fact remains that
poverty exists, and it cannot be
avoided by a mere turn of the head.
For this reason, a former Navy
cameraman and his wife have
brought into the open the privation
of many thousands of European
children today in their 16 mm mo-
tion picture. Behind the Tourist
Curtain.
Rightfully titled, the 20-minute
black and white sound film pulls
no punches in its tour of the Europe
which the average tourist sees — on
a magic carpet rolled out to wel-
come badly needed American dol-
lars— and the Europe of barrack
homes and refugee camps in which
a generation of children still lives.
Tony Chapelle and his wife,
Dickey, approach the ironic situa-
tion in three of the seven countries
in which the "Save the Children
Federation" conducts its child-aid
programs — France, Austria and
Italy — in a human and easily un-
derstood manner, so that even
school-age children in America can
realize the help that is needed.
Churches, schools and civic
groups may obtain Behind the Tour-
ist Curtain free of charge on re-
quest to the Federation at 80 Eighth
Ave., New York City.
ANIMATOR'S ART ADDS SALES ZEST TO PEPSI SLIDEFILMS
Choosing sound slide films as the basic sales- film
media, Pepsi-Cola also specifies Transfilm animation.
Both Sound, Silent Cues for New
Pepsi-Cola Slide Series by Transfilm
♦ Transfilm, Inc. is preparing a
series of six color and sound
slidefilms for the Pepsi-Cola Com-
pany to form part of a new sell-
NEW YOaK, N. T.
Peerless Film Proc, Corp,
De Luxe Laboratories
Pothe Laboratories
Movielab Film Lobs.
Fordel Film Lobs.
Cineque Colorfilm Labs.
FT. LEE, N. J.
Consolidated Film Inds.
BOSTON, MASS.
Master Mot. Pict. Co.
WASHINGTON, D. C.
Byron, Inc.
TORONTO, ONT.
Peerless Laboratories
CLEVELAND, O.
Motion Picture Prods,
DAYTON, O.
Wrigtit-Patterson A. F. B.
DETROIT, MICH.
Jam Handy Organization
EAST LANSING, MICH.
Capitol Film Service
CHICAGO, ILL.
Chicago Film Lab.
Crescent Film Lobs.
Wilding Picture Prods.
Ideol Pictures Corp.
OAK PARK, ILL.
Atlas Film Corp.
ST. PAUL, MINN.
Reid H. Ray Film Inds.
KANSAS CITY, MO.
The Calvin Company
ATLANTA, GA.
Distributor's Group
DALLAS, TEXAS
S o u I ti westSoun d fi I m s
HOLLYWOOD, CALIF.
Peerless Film Proc. Corp.
Acme Film Lobs.
Columbia Pictures Lob.
Consolidated Film Inds.
Pothe Laboratories
TeleTilm, Inc.
LOS ANGELES, CALIF.
Houston Color Labs.
BURBANK, CALIF.
Cinecolor Corporotion
SAN FRANCISCO, CALIF.
W. E. Hockey
PORTLAND, ORE.
Sawyer's Inc.
'to Start your film
off right —
to keep it right...
longer —
always specify
Fe
EERLESS
FILM TREATMENT'
Peerless is convenient everywhere.
Write for FREE lileroture.
^^^^,^^^ FILM PROCESSING
EERLESS CORPORATION
165 WEST 46TH STREET, NEW YORK 19, N. Y.
959 SEWARD STREET, HOLLYWOOD 28, CALIF.
ing program for Pepsi route sales
men.
After serious consideration of ai
training methods, sound slidefilms
were chosen as the ])est teaching tool
by Pepsi-Cola's new sales training
staff. Each film will be supplemen.-
ed with a leader's guide and illus-i
trated take-home literature.
Pepsi-Cola's new program willl
offer recordings made with both
sound and silent cues, ft is believed
to be the first time that a majoi
company has mapped out a com^
plete slidefihn training program in-'
corporating the use of both sound
and silent cues. This will permit the
use of manually operated projectors
already in use or automatic silent-
cue Soundview projectors.
Transfilm will have the six films
ready for Pepsi-Cola to distribute to
its bottlers this fall.
Till
I nu
.slip
lie'
li'ic
jari
Kbl
Hiw
Aids
• A
(fin
ffBtl
1
llie
Intravenous Feeding Technique
Explained in New Cutter Film
♦ Specifically designed for hospital
staffs, nurses training schools and
interested medical groups is CUT-
TER Laboratories' new sound mo-
tion picture, /. V. Stat.
Graphically explaining the tech-J
niques to be followed while giving;]
an intravenous feeding to a patient,
the 20-minute color film points out
the main points to be checked in
such a process.
Actual hospital sequences filmed
at Highland-Alameda County Hos-
pital in cooperation with the School
of Nursing further emphasize thesel
points by showing scenes where the
attending physician inspects the so-
lution to be sure it is the one he
ordered. It is the nurse's duty to
see that the doctor's trav includes
all necessarv equipment for the in-
fusion. The necessity of sterilizing
solutions innnediately after filling
is also explained.
Designed as a teaching fihn. Cut-
ter has a specially prepared exam-
ination on the motion picture which
is available to hospital training :
schools for their use when showing
the film.
Produced by Moss Film Com-
pany, San Francisco, /. V. Stat will
be available on a free loan basis ■
through Cutter Laboratories' sales
offices throughout the Ihiited States.
Colorful Is Midwest Film for Sears
♦ Carrying out the internal-instruc-
tion theme. SE.4RS. Roebuck and
Company's latest film. The Colors
That Go Together, is intended to ac-
quaint and train Sears' own sales_
personnel.
L'se of a revolulionarv new for-
mula for simplifying the use of
color in interior decoration is
stressed in the film showing exact
reproduction of Sears' Harmony
42
BUSINESS SCREEN MAGAZINE
■ta
House colors, in their varying
ihades and tone*, as examples.
The effect of various weight ma-
erials on color is demonstrated by
1 montage of a dozen or more
Household olijects ranging from
.vallpaper to lamps and from sheer
fabrics to leather ones, all in cherry
red. and the range of tone within
the color which points up their
basic blend and harmony. The
Sears film was produced by Mid-
west Film Stidios. Chicago.
Hawaiian's "Treasure Islands"
Aids in Financial Negollalion
♦ A iT.oOU.UlKl audience consisting
of insurance company executives re-
cently enjoyed a showing of the
Hawaiian Pineapple Company's
Treasure Islands. Purpose of the
showing was the negotiation of a
loan of that amount needed to finance
the purchase of the John li estate
in the Islands, a lT.300-acre proper-
ty providing for increased pineap-
ple production.
"We needed a quick and efficient
way to show insurance company
executives the scope of our opera-
tions in the Islands." explained
Henry -\. White. Hawaiian Pine-
apple Company president. "They
were meeting in New \ ork City, and
the operations being discussed were
thousands of miles away. Therefore,
since thev couldn't visit the Islands,
we brought the islands to them, via
the screen. "
Released in 1949 after being pre-
viewed for Dole brokers, the 30-
minute film has played before
11.671 audiences totalling more
than a million people by midsum-
mer of 1950. It is one of three spe-
cial purpose motion pictures pro-
duced by Ayer for Hawaiian Pine-
apple Company, and is based on
color motion pictures taken on the
Islands by the Jerry Fairbanks or-
ganization.
Modern Talking Picture Service
is the national distributor.
In New York It's
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729— 7th Xye., N.Y. at 49th St.
Tel. : Circle 5-5640
Sorra Uses Tennessee Locale
for Simplicity Tractor Films
♦ Using the hills of Tennessee as
authentic background. Sarra Inc.
camera crews have just completed
two color motion pictures for the
Simplicity Manufacturing Com-
P.\NY of Pt. Washington. Wise. i
Scheduled to be released about |
January 1. both films will show
farm and home advantages and the
multiple uses of the Simplicity Gar-
den Tractor. However, the first is
designed for showing to consumer
audiences, while the second contains
a message to Simplicity dealers.
Each film runs approximately fif-
teen minutes in length.
Raytheon's Three Televisuols
♦ "Behind the scenes" in television
will be the theme of three one-min-
ute telecommercials being produced
for Raytheon Television Receiv-
ers by Sarr.\. Inc.
Scenes will be shot in ABC's Chi-
cago Studios and additional stop-
motion scenes will be produced in
Sarra's Chicago studios.
Ansco Processing Speed-up Traced
♦ Development »ork on rapid pro-
cessing of Ansco color film for the
.\ir Force was recently reviewed in
a talk by John G. Hainsworth.
General Aniline & Film Corp.,
at the Photographic Society of
.America's convention.
Processing time for Ansco Color
Daylight Film has been reduced
from 90 to 20 minutes through the
use of new solutions and techniques,
and the time for Ansco Color Print-
ing from 90 to 16 minutes.
In discussing the "speed-up" pro-
cess. Mr. Hainsworth pointed out
that there is no appreciable loss in
photographic quality and reviewed
the principles of rapid processing
of black-and-white films, including
effects of temperature, solution con-
centration, agitation, washing, hard-
ening and use of chemical accelera-
tors.
Complete Tele Show in Minute
♦ One-minute spot advertisers are
being affected by the tendency of
television broadcasters toward ac-
ceptance of 20-second commercials.
Convinced that a good selling job
can be done within the 20 second
limit, one large wine organization
has created an entire show to run
one minute. A complete "produc-
tionette'' in itself, the theme is "A
Fine Quartette from California" and
features a main title, a quartet spe-
cialty, a 20-second commercial, op-
ticals and an end title.
The idea is now being tested over
TV in New York. Washington,
n. C. Milwaukee and Los Angeles.
VARIABLE SPEED MOTOR
with TACHOMETER
for
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115 Volt AC 60 Cycle, Synchronous
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220 Volt AC 60 Cycle, 3 Phase, Syn-
chronous Moto..
Afiimalim >laio,, /or Cine Special. Slaurer
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NAME
ADDRESS-
CITY
_STATE_
NUMBER 7 • VOLUME U
1930
43
THE MART MESSAGE
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heads, stands, converter, case; equivalent to
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heads, stands, converter, case; equivalent to
4,000 watts of color-balanced light, draws less
than 20 amps $154.00
"750" Watt unit contains three 750 watt
spots, one 1000 watt broad, stands, converter,
cases; more than 3,000 watts of color-balanced
light, draws less than 15 amps $255.00
"Above prices exclusive ot excisi and sliiiil'inp vliargos."
Sales Disfributors Rentals
r.VMART TV MIKE BOOM, portable, sturdy,
dependable, rear handle for directional mike
control, folds to fit in your car $261.85
OPTICAL FX UNIT, four surface prism and
housinsr, montage unit, base assembly, useful
for special effects $99.75 plus tax
CAMART • MAGNECORD • HALLEN
Synchronous magnetic recording- equipment
for li'i and 35mm cameras. Send for details
on sales and rentals.
ARRIFLEX 3.5mm cameras with 200' or 400'
magazines, three matched Zeiss lenses, all
accessories. Ideal for newsreel and TV work.
Send for price list.
EKTAR • ZOOMAR • BALOWSTAR LENSES
WANTED: l(i-35mm production and lab
equipment. Send your listing for liberal cash
offers.
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SKIttED TECHNICIANS-TOP OUAtlTY
Capitol Commentary
(continued from pace twelve)
era crews, in Manila, Bombay, and Rome. Coun-
lerpart funds will be employed to finance the
Italian center, and the three are expected to save
lime and money for processing, printing, and
recording. Field camera crews are being added
to provide local coverage. One of the problems
faced by the Department of State is to increase
the confidence of foreign peoples in their own
governments, to show that these governments are
now doing many things which are mere promises
so far as the Communists are concerned. Field
crews will provide a graphic record of these
achievements, many of which are the result of
aid from the United States, to be embodied in
specific films.
Extensive Equipment Outlay Included
To intensify distribution. 184 mobile units will
be added to the 121 now in the field, and 2,318
projectors and screens will augment the thou-
sand in service. (The Filmstrip Section of the
International Press and Publications Division
will add approximately 2500 kerosene projectors
overseas. I
Grant Leenhouts has been named Associate
Chief of the Division in charge of Production,
with headquarters in New York. Leenhouts was
assigned to the Navy's Training Film Division
during the war and more recently has been
associated with the production of the motion pic-
ture industry's 12 one-reel short subjects, "The
Movies and You."
F.ntcrtainmpnt Film Industry Has Npiv Series
■k The first three films in the S.Smni. industry's
series "The Movies and You" — Let's Go to the
Movies, The Art Director, and The Soundman
have been released non-theatrically. In the United
States, distribution will be handled by Films In-
corporated. United World Films, the 16mm. divi-
sions of RKO and Columbia, and other non-
theatrical distributors. General Films, the Ca-
nadian Film Board. Sovereign Films, and Metro-
Goldwyn-Maver are expected to handle the series
in Canada. The second trio — This Theatre and
You. History Brouifht to Life, and Screen Actors
will be available in 16mm. on December 15.
Aliiii Broun to Tokyo as A'oDy Film Officer
-k Lt. Cmdr. Alan Brown, vice president of the
Princeton Film Center, is on active duty with
the Navy Office of Public Information. Com-
mander Brown has been assigned to Tokyo as
the Navy's motion picture officer.
Combat Photography Has Long Tradition
•k This column began on the combat photograph-
ers role in wartime. Background data on hand
from the George Eastman House reveals that
their job dates back to 1885 when Roger Fen-
ton was assigned to the Crimean War. Although
daguerrotypes of officers and men had been taken
during the Mexican War in 1846-48. Fenton is
said to be the first to photograph under fire and
show the actual battlefields. Twenty-six of his
pictures were on display at this famed photo-
graphic historical center in Rochester.
EDL SOUND READER
ii
Used with Rewinds For Editing
16mm and 35mm Sound Filnr»
* Completely self contained, I'M Speaker, volume
control, oil on switch, etc., all inside compact
63/8" H X 6" \V X 6" deep case. Weight 7 lb.
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* Operates on 117V 60 cycles A.C.
* No Fly Wheel— instant start and stop, with nn
damage to film.
•A- Price $165.00 net F. O, B. Chicago.
EDL COMPANY
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THE "BLUE CHIPS" IN AUDIO-VISUAL
PRODUCTS AND SERVICES ADVERTISE
IN THE PAGES OF BUSINESS SCREEN
For I6nim. Film — 400 to 2000 Reels
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|l
44
BUSINESS SCREEN MAGAZINE,
r
ffi
SELF- ALIGNING,
SELF-CENTERING
STEREO BINDERS
STEREO BINDERS
ALL STEEL — WITH GLASS
Mounting slereo slides is easy with these
binders that outomotically center ond align
the film. Cadmium plated frames, with 2
pieces of clear glass protect against finger-
prints, dirt, dust. No masks, tope, or tools
needed. Snap together, and opart for use
over and over. Fit all popular viewers and
projectors.
24 complete sets $4.50
Also available in large bulk quantities
Prices on request
BRUMBERGER STEREO FILES
FOR SAFE & HANDY STORAGE
WriM fa, net C4M10G
24 Thirty-Fourth St., Bklyn. 32, N. Y.
PRODUCERS!
ANOTHER NEW SERVICE!
A NEW PHOTOGRAPHIC SERVICE
COMBINING LIVE ACTION WITH ANI-
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PRODUCTION COSTS FOR TELEVISION
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CINEMA RESEARCH
ANNOUNCES...
The Installction of two ACME ANIMA-
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Price inquiries and personal inspec-
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16MM or 3SMM • SLIDEFILMS
ANIMATION TITLES . COLOR OR
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CINEMA
RESEARCH
CORPORATION
7000 Romaine St
. . Hudson 2-7464 I
HOLLYWOOD
38, CALIFORNIA
Let the lab Help You
I CONTIM'ED FROM PACK TWENTY - KICllT )
matter that a camera may produce a frameline
that is slightly off-staiularH, but if one camera
creates a frameline off the normal in one direction
and another one gives a frameline that is slightly
"off"" in the opposite direction, the ditTerence
between the two. when cut together, is apt to be
painfully apparent. Of course, the ideal frame-
line bisects the film perforation and the average
projector aperture, being smaller, does allow for
a slight tolerance in the ""wandering" frameline.
The careful producer will have all his cameras
checked to give a uniform frameline. bisecting
the film perforation. (See figure 1.1 If not. he
is apt to find his finished and edited film with a
wandering frameline from scene to scene: then
he beseeches the lab to help him out.
A lab equipped with step printers can gen-
erally re-set the printing aperture mask so as to
correspond with a frameline that is not too
drasticallv out of place. But the trouble is that,
if the aperiure is so set for an off-standard frame-
line, the next one that comes along may be in a
different position, with the result that a double
frameline will show on the print! So the only
compromise is to adopt an aperture of lesser
height which will produce a heavy frameline
whose width depends on the extent to which the
original framelines ""wander" from scene to
scene. Such a thick frameline on the print is
usually visible on the screen and also will change
the composition on the screen by its reduction
in height of the whole picture. However, this
is preferable to the necessity for constant re-
framing of the picture by the projection operator.
Of course, the best cure is the correction of the
camera mechanism before the picture is shot.
The producer may also avoid the delays pro-
duced by complication of orders if he will ac-
quaint himself with the fundamentals of lab
operation. It may seem strange in view of the
obvious nature of certain fundamentals, but labs
will still receive orders for ""straight prints'" from
originals which are made up of interspliced sec-
tions of negative and positive, or of black and
white and color.
In the case of the former, there is no alterna-
tive but to separate the two kinds of originals
if a complete positive is wanted. Such separa-
tion is expensive when performed by lab labor
and could easily be avoided by submitting the
original in two separate parts in the first place.
As to intermixed color and black and white, it
is of course relatively easy to make a black and
white print of the whole thing but. if the color
section is to be printed to color and the mono-
chrome to black and white, the two must be
separated, as above. An alternative is to print
the whole intermixed reel on color stock which
will register the black and white section as mono-
chrome.
In general, it is not advisable to intersplice
color and black and white print stock at random
for projection, as the two have different char-
acteristics which will tend to make it necessary
to alter projector focus at every change of stock.
(PART TWO WILL APPEAR IN NEXT ISSUE)
FOR YOUR DISCS...
i
Light
weight for
* postage soving
AND EXTRA MILEAGE TOO WITH
^^<m\hCo
FIBER SHIPPING CASES
Full telescope construction
of tough, non-vulcanized fiber.
Steel reinforced corners. Web
straps, sturdy carrying handle.
Convenient label retaining frame.
Light, postage-saving weight. For
16" transcriptions with compart-
ments for 4 film strips.
Order from your dealer,
or write
I- 2251
2251 Si. Paul Avenue. Chic
Going Strong!
The S. 0. S.
TRADING POST
With war-born shortages your idle or
surplus equipment may till the bill
for another producer or lab. Tell
S.O.S. what you've got, whether for
rent or sale, and we'll offer it to a
receptive customer, or buy it out-
right. NO CHARGE FOR THIS
SERVICE.
^ Send for 1950 Catalog
Supplemenf, listing
hundreds of unusual buys.'
AGENTS FOR: Acme Animotior. • Blue Seal ReC(
Bridgamalic Developers • Depue Printers • Feofh
lies • Hoilen Magnetic Recorders • Auricon 1 6mn
Mognecorders • Smith Viewfinders • Coiortran
Bodde Screens • Hollywood Printers • Zoomt
Bolowstor Lens • Mole Richardson Line * Kinev
chronous Magnetic Recorders
MANY ITEMS AVAILABLE ON TIME PAYMENTS
rdefs •
ss Dol-
Cine
Syn-
Write for Defails
S. O. S. assures Top Quality
and Louest PossibU Prices —
a combination that cannot be
beat. 24 years of strict adker-
fnci to snuare d^jline.
S. 0. S. CINEMA SUPPLY CORP.
Depl. H. 602 West 52nd St., New York 19
NUMBER 7
\ O L IM E 11
19.i0
45
A NATIONAL DIRECTORY OF VISUAL EDUCATION DEALERS
in
EASTERN STATES
• CONNECTICUT •
Rockwell Film & Projection
Service, 182 High Si.. Hartford 5.
Eastern Film Librarie8,148 Grand
Street. \^'aterburv S.
• DISTRICT OF COLUMBIA •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton (i.
The Film Center, 915 12th St.
N.\^ .. Washington.
The Walcotl-Taylor Company.
Inc., 501 Mills Bldg., Washing-
ton. 6, D. C.
• MARYLAPifD •
Robert L. Davis. P. O. Box 572.
Cumberland.
Howard E. Thompson, Box 204.
Mt. Airy.
• MASSACHUSETTS •
Bailey Film Service, 59 Chandler
Street, Tel. 4-0214, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street. Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
Association Films, Inc., 35 West
4.5th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55lh St., New York 19.
Council Films, Inc., 50 N. Main
St., Homer, N. Y.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service,
Inc., 1560 Broadway, New York
19.
The Jam Handy Organization,
Inc.. 1775 Broadway, New Vork.
Mogull, Film and Camera Com-
pany, 112-114 W. 48th St., New
V,nk 19.
Jack Patent, 13 East 37th Street.
New York 16.
S. O. S. Cinema Supply Corp.,
602 W. 52nd St.. New York 19.
Specialized Sound Products Co.,
551 Fifth Ave., New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 State
St.. Albany. Also 28 Genesee St.,
New BerHn, New York.
PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave.. Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St.. Philadelphia 39.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington St.,
Phone 2-5311, Box 6095, Station
A, Charleston 2.
United Specialties, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389, Hunting-
ton.
SOUTHERN STATES
• ALABAMA •
Stevens Pictures, Inc., 506 Eight-
eenth St., North, Birmingham.
• FLORIDA •
Norman Laboratories & Studio,
ArUngton Suburb, Jacksonville.
Orben Pictures, 1615 Hendricks
Ave., Tel. 9-1906, Jacksonville.
Southern Photo and News, 608
E. LaFayelte St.. Tampa.
• GEORGIA •
Stevens Pictures, Inc., 101 Wahon
St., N. W.. Atlanta 3.
• LOUISIANA •
Stanley Projection Company,
2IIV2 Murray St., Alexandria.
Stevens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
Stirling Visual Education Co.,
1052 Fbjrida St., Baton Rouge.
Delta Visual Service, Inc., 815
Poydras St., New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. State
St., Jackson 2.
o TENNESSEE •
Southern Visual Films, 687
Shrine Bldg., Memphis.
Tennessee Visual Education
Service, 416 A. Broad St., Nash-
ville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
National Film Service, 202 E.
Gary St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 115 W.
Sixth Street, Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 24, E.
Eighth Street, Chicago 5.
Association Films, Inc., 206 S.
Michigan Ave., Chicago 5.
Jam Handy Organization, Inc.,
230 N. Michigan Ave., Chicago 1.
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26. ' ''|'"
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5, Mo. '
• INDIANA
Burke's Motion Picture Co., 434
Lincoln Way West, South Bend 5.
• IOWA •
Pratt Sound Films, Inc., 720 3rd
Ave., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St.. Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Erkcr Bros. Optical Co., 610
OKve St.. St. Louis 1.
Swank Motion Pictures, 614 N.
Skinker Blvd.. St. Louis 5.
MICHIGAN
Engleman Visual Education
Service, 4754-56 Woodward Ave.,^
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd., Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
MINNESOTA •
National Camera Exchange, 86 S.
Sixth St., New Farmers Mechanics
Bank Bldg., Minneapolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St., Cincinnati.
Manse Film Library, 2514 Clifton
Ave., Cincinnati 19.
Academy Film Service Inc., 2300
Payne Ave., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleveland
12, Ohio.
I
Spii
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT, FILMS AND PROJECTION SERVICE
la.,
1;
I
46
BUSINESS SCREEN MAGAZINE
LOCAL AUDIO-VISUAL SUPPLIERS
ryan Film Service, 3228 Euclid
Ave., Cleveland IS.
inray Films. Inc.. 2108 Payne
Ave.. Cleveland 14.
ini Handy Organization. Inc..
310 Talhott Building. Dayton 2.
wynian Films Inc.. 400 West
First Street. Dayton.
. H. Martin Company, 50
Charles .\ve.. S. E. Massillon.
• WISCONSIN •
. H. Flalh Company. 2410 N. 3d
St., Milwaukee 12.
WESTERN STATES
• C.4LIFORNI.\ •
onald J. Clausonthue. 1829 \.
Craig .Ave.. Altadena.
oast Visual Education Co., 5620
Hollywood Blvd.. Hollywood 28.
ollvwood Camera Exchange,
1600 N. Cahuenga Blvd.. Holly-
wood 28.
ini Handy Organization, Inc..
7046 Hollvwood Blvd.. Los An-
geles 28.
alke Company, 829 S. Flower St..
Los Angeles 17.
pindler & Sauppe, 2201 Beverly
Blvd.. Los Angeles 4.
ssociation Films, Inc.. 351 Turk
St.. San Francisco 2.
. R. Skinner Manufacturing
Co., 292-294 Turk St.. San Fran-
cisco 2.
• COLOR.4DO •
[ome Movie Sales Agency, 28 E.
Ninth Ave.. Denver 3.
OKLAHOMA
'^aseco, 2301 Classen. Oklahoma.
City 6.
I. O. Davis, 522 N. Broadway,
Oklahoma Citv 2.
Kirkpatrick, Inc., 1634 S. Boston
.Ave.. Tulsa 5.
• OREGON •
.Audio-Visual Supplv Company,
429 S. \V. 12th Avc.'Beacon 3703.
Portland 5.
Moore's Motion Picture Service,
306 S. W. Ninth Ave., Portland 5.
• TEXAS •
Association Films. Inc., 1915 Live
Oak St.. Dallas 1.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4: 1702 .Austin Ave.,
Houston.
George H. Mitchell Co.. 712 N.
HaskelL Dallas 1.
Capitol Photo Supplies, 2428
Guadalupe St.. Phone 8-5717.
Austin.
• UTAH •
Deseret Book Company. 44 E. So.
Temple St.. Sah Lake City 10.
• WASHINGTON •
.Audio-Visual Supply Company.
24.50 Bover Avenue, Franklin
2068. Seattle 2.
CANADA
Audio-Visual Supply Company,
Toronto General Trusts Building,
Winnipeg. Man.
FOREIGN
Distribuidora Filmica Venezo-
lana, De 16MM.. S.A., Apartado
706 Caracas. Venezuela. S.A.
A BUSINESS SCREEN READER SERVICE
M
<ua
YOUR SLIDES
CAN TALK
Your Selectroslide Automatic Projector can be equipped to
provide a recorded narration, completely synchronized to
the 48 slides provided.
Economical, easy-to-make 2x2 slides wUl do a complete sell-
ing job in display rooms, waiting rooms, conventions and
sales promotional events. Vi rite now for information about
this newest and finest tool for the merchandising field.
Complete slide titling
service now available
SPinOliER & SRUPPE
220) BEVERLY BOULEVARD
LOS ANGELES 4, CALIFORNIA
SALES • SERVICE • RENTALS
35 mm. • 16 mm.
CAMERAS*MOVIOLAS.DOLLYS
Complete Line of Equipment for Produrlion Available for Rental
Mitchell: Standard - Hi-Speed - NC - BNC - 16 mm.
Bell & Howell: Standard - Shif tover - Eyemos
Maurer: 16 mm. Cameras
Moviola: Editing Machines - Synchronizers
SPECIALISTS IN ALL TYPES OF CAMERA REPAIR WORK. LENSES MOUNTED
_ rpAHK C. rUCKtR _
i(7flm6Rfl€ouiPiii€nT(o.
1600 BROflDlUBa \nfUJSOBKCIla ^
One Source for All Film Reference Books
■¥ For the convenience of our
readers. Business Screen main-
tains a complete Bookshelf De-
partment where you can order
such useful reference texts as
"Films in Business & Industry,
"The Film Book. " "Experiments
in Mass Communications." and
numerous other useful books,
and film guides. A complete
checklist of all Bookshelf list-
ings is a\ailable without obli-
gation, on your organization
letterhead. Write today for the
free .\udio-\ isual Bookshelf
list:
The BUSINESS SCREEN BOOKSHELF
1.50 EAST SUPERIOR STREET CHICAGO 11, ILLINOIS
NUMBER? • VOLUME 11 • 1950
47
BUSINESS SCREEN REFERENCE SHELF
Brief Reviews of Useful New Reference Publications
No. 1 : Catalog ok films am)
FILMSTRIPS FOR DRIVF.R EDUCATION'
AND TRAFFIC SAFETY, 1950. No
charge. Write Traflic Engineering
and Safety Department. American
Automobile Association. Pennsyl-
vania Ave. & ITlh St.. \^'ashingti)n
6, D.C.
• New and eidarged catalog which
lists films and filmstrips that can
be used in schools and industry for
stressing driver education and traf-
fic safety.
No. 2: Bulletin, 51 pages: 102 Mo-
tion Pictures on Democracy,
1950. Twenty cents. Write Super-
intendent of Documents, U.S. Gov-
ernment Printing Office. Washing-
ton 25, D.C.
• Aware of tlie problem of teach-
ing youth to understand, appreciate
and work for the democratic ideals
on which our country was founded,
the Office of Education has prepared
this bulletin in conference with
usual education authorities.
Included in the subject headings
are Films on Our Democratic Herit-
age, Films on the Meaning of De-
mocracy. Films on Democratic
Processes and Films for Patriotic
Occasions.
No. 3: Catalog, 20 pages: Con-
struction Films, 1950. No charge.
Available through the Producer's
Council, Inc., 815 15th St., N.W.,
Washington 5, D.C.
• One of the few listings available
on construction and building mate-
rials motion pictures and filmstrips.
Lists films available from building
materials suppliers, fabricators,
trade groups and many other
sources.
These films can be used by build-
ing materials dealers to show sales-
men the characteristics and quali-
ties of their products, by manufac-
turers and builders to instruct work-
ers on the proper use of tools, and
by dealers and architects to inform.
the customer on product details.
No. 4: Catalog, 53 pages: Railroad
Film Directory, April. 1950. Write
the Association of American Rail-
roads, Transportation Building.
Washington 6, D.C.
• A guide to 200 films and fihn-
strips owned by or relating to the
American railroads. Included are
films which feature railroad history,
physical properties, operations, ac-
complishments of the railroads, and
the role which they play as trans-
STEW I?IB(DIE>W(D^
The Latest in Audio- Visual Equipment 8C Accessories
portation agencies. .'Mso listed are
many films which feature agri-
cultural and industrial developments
as well as recreational and scenic
attractions in the United States.
Canada and Mexico.
Films from this guide can be used
to advantage in many industries,
as well as schools, since many of
them are applicable not only to the
transportation industry, but to other
specific lines. For instance. Peaches
tells the story of one of Colorado's
greatest agricuhural crops, how the
trees are grown and cared for. har-
vesting, processing, packing, and
finally, the shipping.
No. 5: Catalog. 1950-51: Selected
Motion Pictures, 56 pages. No
charge. Available from Association
Films. Inc.. 35 W. 45th St., New
York 19. N.Y.
• This fully illustrated publication
lists almost 1400 16mm. sound films
in three major categories: Educa-
tional. Religious and Entertainment.
Inaugurating a grade-level system
of film evaluation, the films in the
catalog are based on gradings so
that groups will know at what age
level a particular film should be
used. The gradings range from "pri-
mary" to "forum" I adult discus-
sion ) .
No. 6: Catalog (B-4741) School
Service Department Films, 24
pages. No charge. Available from
School Service Department, West-
inghouse Electric Corporation. 306
Fourth Avenue. Box 1017. Pitts-
burgh 30. Pa.
• Revised edition of regular cata-
log listing 14 sound motion pictures
for training and classroom use in-
cluding films on jet propulsion,
electricity, electronics, radio, nutri-
tion, salesmanship, social science,
and industrial arts. Also describes
teaching aids available with films
and includes order blank.
No. 7: Data Book. Kodachrome
Films for Miniature and Movie
Cameras. 48 pages. 35c per copy.
Available from Eastman Kodak
dealers.
• New publication containing ex-
panded material on picture taking
indoors and more information on
storage and care of color films as
well as general background.
Please mention the Reference Shelf
and Business Screen Magazine for
prompt service when writing for
above puhlicalions.
Three Sound Projector Models
Shovirn by Victor Animafograph
♦ Three new Victor 16mm sound
motion picture projectors have made
a simultaneous debut for the Victor
Animatocraph Corporation, Dav-
enport.
Designated as the Victor Sov-
ereign (Model 60-251. the Victor
Escort (Model 60-10) and the Vic-
tor Lite- Weight. Sr.. (Model 56-4).
each has a brand new amplifier of
advance design, an improved opti-
cal system and twelve important
mechanical innovations. The pro-
jectors and speakers are finished in
Victor's new and attractive two-
toned sage green.
In addition to these innovations.
the projectors will retain many of
Victor's famous features, including
the safety film strips. 180 degree
swing-out lens and maximum porta-
bility.
The Escort and Light-Weight. Sr..
projectors are available with a
choice of three speakers — six inch,
nine inch or twelve inch. A sepa-
rately cased twelve inch speaker is
featured with the Sovereign.
New Calibrator for Lenses Is
Introduced by National Cine
♦ National Cine Equipment, Inc.,
introduces the new calibrator for
"T " scaling motion picture lenses
for 8. 16 and 35mm cameras in focal
lengths of from 13mm to 300mm
(f4.5.).
This unit is of the collimating
type. The intergrating sphere is
mounted on a moveable carriage in
order to allow for 45 degree center
to corner ratio measurements for all
focal lengths. An extremely sensi-
tive electron photomultiplier tube
and amplifier is used (DCj to ob-
tain accurate and consistent read-
ings.
A series of apertures are supplied
for aligning the Galvanometer and
checking the machine against a
known standard.
Adapters for standard mounts
(Mitchell. Eyemo. 16nim, C mount.
etc.) are inserted in the front of the
integrating sphere, giving the cor-
rect standard depth for each par-
ticular mount. The readings are
New Calibrator for
"T" scaling motion
picture lenses shonn
right as introduced by
National Cine Equip-
ment, Inc.
taken and by a simple procedure,!
direct "T" scale reading is obtained
Detailed information on the unij
is available on request to Nations
Cine Equipment. Inc.. 20 W. 22na
St.. New York 10. N. Y.
ft
RCA Victor Exhibits Disc Line
for Sales and Merchandising
♦ RCA Victors exhibit for the
1950 Premiums and Ad Specialties
Exposition last month, at Nei
Y'ork's 71st Regiment Armory, Wi
built around the "sense of soutt
in modern merchandising and fea-
tured its mailable plastic specialty
records.
Designed for use as premiums and
sales promoters, RCA Victor spe-
cialty discs — the 6' o-inch "Spin-
ner" and 10-inch "Promoter" — re-
ceived star billing in the overall
Victor display.
Selling effectiveness through rec-
ords was shown by a sample "Spin-
ner" premium distributed to exposi-
tion visitors. One side of the disc
told merchandisers how to "go on
record for sales"; the other pre-
sented a popular musical selection.
Latest Radiant Catalog Covers
Line of Projection Screens
♦ Radiant Manufacturing Corp.,
Chicago, has just released a new
illustrated catalog of their complete
1951 line of projection screens, in-
cluding several important new de-
velopments.
Featured in this brochure is a
portable Stand called the Radiant
"Sky-Lift" which converts any regu-
lar wall screen to either a tripod or
platform model and supports screens ij.
up to 12 feet by 12 feet. 1
The catalog includes a section
"How^ to Choose Your Projection
Screen" as well as convenient size ij
projection chart. Available with-fl
out charge upon request from Ra-
diant Manufacturing Corp., 2627 W.
Roosevelt Road. Chicago 8. Illinois.!
*5 * *
Sterling Catalog Lists 100 Titles
♦ Sterling Films. New York, has
issued a new 24 page catalog list-
ing more than 100 titles offered for
home, industrial and school show-
ings. Over half the titles are re-
leases listed for the first time.
BUSINESS SCREEN MAGAZINE
lower cost
"color-correct"
balance of each prinf
peerless vaporizing
at no extra cost
"color-correct"
temperature maintained
color-optic effects
edge numbering
72 hour service
color-correct
byron
exclusive with
the ultimate in 16 m m
studios and laboratories:
1226 Wisconsin avenue, n. w.
Washington, d. c.
phone dupont 1800
First in
Telsvi^uals
High entertainment value coupled wrth strong
selling effect holds the attention of
viev.-ers, — while registering commercially.
In the televisuals produced for Jackson and
Company and Pequot Mills by The Jam Handy
Organization you will see this skillful
blending.
i
iBliL PLUS-SERVICE
SHEETS
^ PILLOW CASES
7^
JAM HANDY
^VISUALIZATIONS • TRAINING ASSISTA
ILMS
TELEVISUALS
nAYTON 5
CHICAGO 7
MOTION PICTUF
O 7 LOS ANGEL}:
1
«F VOI-IME EI-EVEX . I»5« — IWSI • SI>«I.E lOPY FIFTY tE>TS
v>T.n... .nn«XA.
CONCERT PANFl IN ACTION
ATLAS SERVES
Auslln-Weslern Company
Bowman Dairy Company
J. I. Case Company ^H
E. I. dui^ont de Nemours S Co.
Encyclopaedia Brittannica Films, Inc
Froedlerl Grain & Malting CotT\pany
Hotpoinl, Inc.
Inland Steel Compony
Linl(-Bel' Company
Marathon Corporation
The Mengel Company
National Bowling Council
Phelps Dodge Corporation
Sinclair Refining Company
Sunbeam Corporation
and many others
--Jt of Amerito ■
A, the crossroads _.„.
ATLAS
,,n Sooth Boulevard
UJinois
Austin 7-8620
AMONG MANY CLIENTS SERVED REPEATEDLY BY CARAVEL:
American Bible Society . . . American Can Company . . . American Telephone and Telegraph
Company . . . Associated Merchandising Corporation . . . Black & Decker Manufacturing Co.
. . . Godfrey L. Cabot, Inc. . . . Ethyl Corporation . . . The B. F. Goodrich Company . . . Kenwood
Mills . . . Mohawk Carpet Mills, Inc. . . . National Lead Company . . . Pepsi-Cola Company . . .
Pure Oil Company . . . Socony-Vacuum Oil Company, Inc United States Rubber Company
******
LET'S MAKE
*******
HUMAN RELATIONS
MORE HUMAN
Most workers in Industry want to do
the right thing. When groups of them
see fit to interrupt production, it's often
because they think they're not appre-
ciated. Chiefly they want to be treated
more Hke partners . . . which they really are.
*Cluett, Peabody & Company reveals a keen
grasp of this truth in its motion picture "Enterprise"
—which shows how the people of an entire com-
munity benefit through the cooperation of in-
vestors, managers and workers.
[
Associated Merchandising Corpora-
tion, in its training film "It's Up to You,"
makes much of this partnership idea.
"Consider your people in everything
you do, and they, in turn, will give you
their complete cooperation." That's leadership!
*More than any other company, the Bell System
is continually showing its people how they are all
linked together in a communications service of
vast importance to the public— witness the motion
picture, "A Million Times a Day."
We count it a privilege to have produced the above-named motion pictures.
We have been treated like partners — and, we think, with benefit to all.
CARAVEL FILMS
]
INCORPORATED
New York • 730 Fifth Avenue • Tel. Circle 7-6111
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with the NEW Beseler VU-LYTE!
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BUSINESS SCREEN MAGAZINE
Fikosfluiid tells
The Shell Oil Story
Single-Case Filmosound 16mni Proiector for
either sound or silent film. Weighs only 35 '= lbs.
Full, natural sound at all volume levels. Preci-
sion-built to give most hours of projection time.
Movie scene above is from "Pipeiine"— Shell Oil Company's sound-color film depicting the
construction of a 1.000 mile crude oil pipe line running from New Mexico to Illinois — one of
14 films made available by Shell Oil's film Iibrar>'-
Scene in the company's film library. Here are filed 3.500 prints of subjects interesting to schools.
iihurches. civic groups, clubs and for use in employee training and industrial relations.
MR. E. J. GREENE. JR.. of the Shell Oil Company's Public Relations Department, is
well aware of the importance of films in today's business world. And he under-
stands the vital part that fine projection plays in showing the films properlyl
Here's what he has to say about Bell & Howell equipment.
"Many of our offices and conference rooms are equipped with Bell & Howell Filmo-
sounds. Their performance has been highly satisfactory and they have proved reliable
and easy to operate."
Progressive leaders of American industrj* choose Filmosound for their business
films because Filmosound gives —
Brilliant projection Flutterless. natural sound
Sharper pictures Reliability and ease of operation
Guaranteed for life. During life of product, any defects in workmanship or materials will
be remedied free (except transportation).
You buy for life ^^hen you buy
Bell ^ Howell
Chicago 45
NUMBER 8 • VOLUME 11 • 1950
J Want your
|y film showings
Si to be successful? I
IT'S EASY to have a successful
film showing for meetings with
stockholders, directors, chents,
sales or business organizations
—when you call on the RCA
Service Company to handle the
showings for you.
Your sound motion pictures
will be presented faultlessly . . .
because the RCA Service Com-
pany takes over the supervision
of all details.
A skilled RCA Service Com-
pany engineer will personally take
charge of every phase of your
showing . , . provide the projector
. . . the right kind of screen and
loud speakers . . . supply a skilled
projectionist ... set up a P.A. sys-
tem . . . arrange telephone tie-ins
from your headquarters to the
local meetings, if you desire.
And since RCA Service Com-
pany field engineers are located
in every state of the union, one
or a hundred film showings can
be successfully handled for you.
FOR DETAILS
It costs so little to be sure your
film presentations are successful.
We'll be glad to send you com-
plete information on how the
RCA Service Company can help
you get the best results from
your film showings.
17L
Ra scRvicc coMnm mc.
] A RADIO COAPORATIOM «t AMERICA SUBSIDIARt
CAMDeM. MCW JCBSCr
Please send me complete information on your
Professional Motion Picture Presentations.
Name
Business_
Street-
T1IE/©FFSCREEI\
«
CrLCe
City-
Essential Role of Training Films
Requires Assurance of Stock Supply
WHAT IS YOUR VIEW toward your respon-
sibilities in this period of national emer-
gency? What is the view of official Washington
louard you — as a citizen — and as a member of
this audio-visual industry? What place will this
industry lake in aiding the defense program, in
expediting training of both civilians and the
armed forces, in the informing and teaching of
all Americans?
To assume omnipotence on the part of any
Washington official is pure folly. Experience and
wisdom in govermuent. as in private industry,
are precious goods and not to be assumed upon.
Especially now in the field of material supply
and controls under the supervision of the Na-
tional Production Authority there should be in-
dustry awareness and cooperation. Let us take
the case of raw film stock, the basic commodity
of all business, educational, and training film
production.
Who Decides the Real Values?
The recent flurry in raw film shortage caused
by the DuPont shutdown in mid-December and
increased Army and Government orders indi-
cates a potentially serious problem. Present
manufacturing sources at Ansco and Kodak, as
well as DuPont, have a fixed maximum output
against which the television and motion picture
industries also must draw. Color, which takes a
great deal more coating time, has become a much
greater factor than in World War II.
While filin is an economic advantage in tele-
vision; it is most certainly indispensibte in both
business and theatrical film making. It is dis-
(CONTINUED ON PAGE TWELVE)
Office of the Publisher
150 East Superior St., Chicago 11, III.
0. H. Coelln, Jr., Editor & Publisher
Harold Hall, Business
Rita Zenzen, Editorial
Steven Vlasich, Production
Eastern Editorial Bureau
Robert Seymour, Jr., Eastern Manager
489 Fifth Avenue, New York City
Riverside 9-0215 or MUrray Hill 2-2492
Western Editorial Bureau
Edmund Kerr, Western Manager
6605 Hollywood Blvd., Hollywood 28, Cal.
Telephone: HEmpstead 3171
BUSINESS SCREEN MAGAZINE
Issues • Volume 11 • 1950
Issue Eight, Volume Eleven of Business Screen Magazine
published December 27. 1950. Issued S times annually at six-
week mtcrvals at 150 East .Superior Street, Chicago 11.
Illmois by Busmess Screen Magazines. Inc. Phone Whitehall
4-6807. O. H. Coelln, Jr.. Editor and Publisher. In New
York City: Robert Seymour, Jr.. 489 Fifth Avenue. Telephone
Riverside 9-0215 or MUrray Hill 2-2492. In Los Angeles-
Edmund Kerr. 6605 Hollywood Blvd. Telephone HEmpstead
^1/1. Subscription $3.00 a year; $5.00 two years (domestic):
$4.00 and $7.00 foreign. Entered as second class inatter May
2. 1946. at the post office at (Chicago. Illinois, under Act of
March 3, 1879. Entire contents Copyright 1950 by Business
Screen Magazines Inc. Trademark registered U. S. Patent
Office- Address advertising and subscription inquiries to the
Chicago office of publication.
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BUSINESS SCREEN MAGAZINE
/\\VARDS made to factual motion pictures are based on
their abilit\' to perform a specific function. Therefore, it is
\\ ith pride we note the following Wilding productions
selected as outstanding during 1950:
"Last Date"
LUMBERMENS MUTUAL CASUALTY COMPANY
•k Awarded plaque by National Committee on Films for safety- as the outstanding
l6mm picture produced during 19-49 in the field of traffic and transportation
safety.
ir Awarded an "Oscar" by the Cleveland Film Council as the outstanding safetj-
film screened during its annual June Film Festival.
ir Awarded Silver Anvil Trophy by American Public Relations Association as
the year's outstanding public relations activity in the Insurance Field.
"The Cheese Family Album"
KRAFT FOODS COMPANY
'k Awarded an "Oscar" by the Cleveland Management Clinic as the year's out-
standing motion picture in the field of marketing.
CHICAGO^
1345 Argyle Street
NEW YORK
385 Madison Ave.
DETROIT =^=
4925 Cadieiix Rd.
CLEVELAND
310 Swetland Bldg.
HOLLYWOOD*
5981 Venice Blvd.
ST. LOUIS
4053 Lindeli Blvd.
"A Closed Book"
FARM BUREAU INSURANCE COMPANIES
* Selected by the Ohio Safet)' Council as the first motion picture to e\er win its
Achievement Award of the year.
CINCINNATI
Enquirer Bldg.
*Studio Facilities
WILDING
PICTURE PRODUCTrONS, INC.
3TION PICTURES . SLIDEFILMS . TELEVISION FILMS
COMBINATION SLIDE, SINGLE and DOUBLE FRAME STRIP FILM PROJECTOR
It's so easy to use, too! Designed for extreme simplicity of operation
combined with maximum efficiency. Finger tip tilt control, instantaneous
framing and clear, needle-sharp focusing all combine to make Viewlex top
choice for slide or filmstrip projection before sizeable audiences. The quiet
and powerful, motor-fan model gives utmost protection and safeguards the
life of valuable films and slides.
}ym/^
INC. • 35-01 QUEENS BOULEVARD • LONG ISLAND CITY 1, N. Y.
BUSINESS SCREEN MAGAZINE
U
■b
^ereiourc2seon^W
h pl^ ksfu^^e of
COLUMBIA
SLIDE€a)FILM
TRANSCRIPTIONS
COLUMBIA TRANSCRIPTIONS, A DIVISION OF COLUMBIA RECORDS, INC. @D
New York: 799 Seventh Avenue, Circle 5-7300 Trode Marii ■•Coi»™.b.c- «•<.»=( ® S's •"■ s- ''■"• o'- "<^' "'s'*"^""
Los Angeles: 8723 Alden Drive, BRadshaw 2-5411
Chicago: Wrigley Building, 410 Michigan Avenue, WHitehall 6000
NUMBER 8 • VOLUME 11 • 1930
For your special 16 mm.
film requirements
use Precision . . .
• Over .1 deiade of 16 mm. in-
dustrial lilm printing in black
and white and color.
• Fine grain developing of all
negatives and prints.
• Scientific control in sound
track processing.
• lOC^f opticallyprintedtracks.
• Expert timing for exposure
correction in black & white or
color.
• Step printing for highest pic-
ture quality.
• Special production effects.
• Exclusively designed Maurer
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• Personal service.
... no wonder more and more
of the best 16 mm. films today
ore processed at .
PRECISION
FILM LABORATORIES, INC.
21 West 46th St.,
New York 19, N.Y.
JU 2-3970
. BUSINESS SCREEN GUEST EDITORIAL FEATURE .
Government's Interest in Film Festivals
by Irene A. Wright. United States Department of State*
EVERY YEAR increasing numbers of film
festivals are held abroad. They are part,
perhaps, of the upsurge of nationalism ex-
pressed in culture which followed the material
destruction and political humiliation of World
War II.
The United States Government is interested
in such festivals (especially when they are spon-
sored by other governments) because it is be-
lieved that the display of American productions
at foreign festivals advances the prestige of this
country and, furthermore, works toward the
achievement of Government poHcies in respect
to informational materials in general (the free
flow of information, especially of educational
aids, eradication of illiteracy, etc.). This inter-
est centers in the Department of State because
that executive branch is charged with the con-
duct of foreign affairs.
Review Committee Within Department
Within the Department there exists a Review
Committee on which all of the motion picture
producing agencies of the Government are rep-
resented. This committee screens Government
films to determine their suitability for entrance
into competition at foreign festivals and selects
subjects to be sent, according to categories es-
tablished in festival regulations. Government
production has won heartening honors. This
committee also recommends persons it believes
competent to be United States Government rep-
resentatives at foreign film festivals. The com-
mittee acts only on Government-made films and
on official Government representation.
This year Mr. J. Walter Evans. Head. Con-
tract Film Division. Naval Photographic Center,
represented the United States Government at the
Fourth International Edinburgh Film Festival,
with Miss Gwendolyn T. Barrows, Films Officer,
United States Information Service. London, as
advisor. This is the first time the United Slates
Government has been formally represented at
the Edinburgh Festival. Mr. Evans' mission
recognizes not only the increasing importance of
the Edinburgh event but marks also the increas-
ing interest of this Government in foreign film
festivals in general.**
The Government was officially represented at
the XII International Exhibition of Cinemato-
graphic Art at Venice this year by Mr. Arlhur
Menken, now Public Affairs Officer, United
States Information Service at Naples.
Festivals Are Held in Late Summer
Both festivals — at Edinburgh and at Venice —
are usually held from early or mid-August into
September, every year. Both are integral parts
of larger over-all shows. The film festival at
Venice this year was part of the XXV Interna-
•Miss WriEht is Attestation OfTicer of the Department of
State, at Washington, and chairman of the Review Com-
mittee on Audio and Visual Materials.
tional Biennial Exhibition of Art (the Bienrialii.
The film festival was broken down into the Isl
International Festival of Film for Children and
the XI Exhibition of Cinematographic Art. It
was planned to include also an "Internationalii ||
Exhibition of Film Book and Film Magazine," ' I
"the 2nd International Festival of Haute Couture ; \
and of the Costume in Film," and international
congresses of film producers, screen-play writers,
distributors and theatre owners.
Twelfth Exhibit Now in Preparation
Regulations to govern the submission of films
in competition for certificates, diplomas and
medals to be awarded in various categories at
the XII Exhibition to be held next summer at
Venice should be obtainable from the Italian
Embassy in Washington. The Department of
Slate will answer inquiries in the matter to the
best of its ability.*
The Fourth International Film Festival at
Edinburgh was part of the Fourth Festival of
Music and Drama, which brought to that city
the world's best symphonic orchestras, best bal-
lets, best actors. Mr. Evans remarked that dig-
nity and order marked every feature of the en-
tire Festival and commercialism was markedly
absent (except perhaps from a good display of
Scottish manufactures) . Full information con-
cerning the Edinburgh Festival is obtainable
from the Festival Office, Edinburgh Film Guild,
Film House, 6-8 Hill Street, Edinburgh 2.
Mr. Evans' report made to the Department of
State points up basic differences in these two
events. As a matter of fact, these basic differ-
ences are advertised for all who run to read in
the titles of the festivals themselves. Producers
who plan to enter films should note well that the
Venice Exhibition rewards cinematographic art.
The Edinburgh Festival honors realism (the real-
istic, the documentary, the experimental film).
Too nmch art is a handicap at Edinburgh: too
much realism might prove to be as great a
handicap at Venice.
State Cooperates With ALL Producers
Recognizing that Government participation in
a festival is only part of the picture of United
Slates production which should be displayed, the
Department of State has sought to cooperate in
respect to foreign film festivals both with "the
industry' and also with producers of non-amuse-
ment informational and instructional films. Since
"the industry" is' well organized, this coopera-
tion is limited to exchange of information be-
tween the Department and tlie American Motion
Picture Association and "the independents,"
particularly concerning dales of festivals and
"the industry's" decision to participate or not,
••Copies of Mr. Evans' report are available on application
to the Department of State, attention IE /REV.
•Address inquiries to the Department of State, attenliuu
IE /REV.
( CONTINUED ON FOLLOWING PAGE TEN )
BUSINESS SCREEN MAGAZINE
"More Power to the American Farmer"
"Water" inow in production)
General Electric's "More Power to
America Special", a ten car train now
touring the U. S., is carrying G.E. ideas,
techniques and products to American
industry. We are proud to have carried
other important G.E. ideas and mes-
sages to the far corners of the world
via the motion picture screen. In 1945
we produced the film, "More Power to
America", followed by the series of
16mm sound, color films, illustrated
here . . . each a vital link in G.E's More
Power to America program.
f STUDIOS ^^
HOLLYWOOD 28 • CALIFORNIA
NEW YORK • MINNEAPOLIS • DETROIT
CHICAGO
"This is Resistance Welding"
and to
GENERAL
ELECTRIC
Clean Waters"
"Textiles Unlimited"
Lease on the Future"
"Arc Welding at Work"
"Running Water on the Farn
"Life Stream of the City
PRODUCTIOH
LINES
^' ...BEFORE WE PLUNGE
enthusiaslicully into 1951, let's dawdle awhile over
1950 ... a big year for Dallas Jones Productions.
We're proud of it — and here's why:
First of all, we turned out a lot more work. Pro-
duction jumped 280% over '49. Everybody must have
put a little more zing into each day because along-
side of this jump in production, our staff increased
only 90%.
But, as Al Jolson used to say,
"You ainU seen nuthin' yet!'*
— There's one point that defies percentages. That's the
question of quality. Everyone at DJP has sought to
improve that elusive thing called "quality." And we
won a few more rounds in '50 . . . the result of increas-
ainslaking
ing pride in excellent craftsmanship
care throughout production.
♦ * *
— Along this line, we'd like to
mention the award made by the
American Trade Association Ex-
ecutives to the National Associa-
tion of Retail Grocers. NARG got
that award as a result of a film
series called "The NARGUS Bet-
ter Stores Program."
That film series was our baby.
We conceived it — wrote it — pro-
duced it and distributed it. So
naturally — our vest buttons are a
little snug at this point.
— Here's an interesting trend in sound slidefilms you
should know about . . . they're being used to recruit
potential workers in trades and professions. By giving
a concise, accurate picture of a given phase of business
or industry, slidefilms are helping thousands of students
to choose their vocations.
— We're working right now on a documentary slide-
film to portray the beginner's future in the world of
advertising. It's sponsored by the Women's Advertising
Club of Chicago. Another important field is served by
"Spotlight on Careers" sponsored by the Chicago
Home Economists in Business. This sound slidefilm
is addressed to those who might pursue home ero-
nomics as a career. Incidentally, this film took us
into some forty locations, including test kitchens,
laboratories, newspaper offices, stores, restaurants, and
television stations.
5*1?^
As you can see, this busi-
ness is not for a guy with
a swivel-chair complex.
— IFe hope to be seeing more of you — and that you II
be seeing more and more Dallas Jones Productions
in i^^ll Call nn us for previeiv screenings.
>^ ; DALLAS JONES
^ PRODUCTIONS
1725 North Wells Street '
Chicago 14, Illinois
Government & Film Festivals:
(continued from preceding pace eight)
and how. The non-amusement field is not well
organized for such cooperation."
There is wide difference between Edinburgh
and Venice in selection procedures. The evalua-
tion of films for showing at an Edinburgh Festi-
val is continuous throughout the preceding year.
Interested producers should send their best sub-
jects directly to the Edinburgh Festival authori-
ties. It is highly advisable to send them early,
that they may receive considered attention. The
Festival's review committee, working steadily at
Glasgow, passes judgment and selects those to
be displayed.
Selection procedure at Venice is very differ-
ent. It would be well for producers desiring to
compete at Venice to be able to deal with the
Exhibition management (i.e., with Signor An-
tonio Petrucci, director, Venice, Italy) through
a single office fully authorized to represent them.
This office should be able to announce early a
not too large selection of pre-screened subjects,
carefully evaluated according to the Exhibition
regulations. While the Exhibition authorities
reserve the right to admit or reject films, they
have not such machinery as the Scotch have set
up to sift what may be proffered.
Excellent Public Relations Return
As a matter of fact, "public relations" is of
the essence in the whole matter of foreign film
festivals. Although the certificates of participa-
tion issued by the Edinburgh Festival and the
medals and diplomas conferred by the Venice
Exhibition are prized evidences of recognized
excellence, producers get their best returns in the
effect of "public relations." Both festivals are
widely covered by the world press. At both, op-
portunity is offered to American film makers to
display their wares and so to develop wider for-
eign distribution of them; and an equal oppor-
tunity is offered to them to discover foreign
films which may have profitable distribution in
America. Similarly at foreign film festivals
American manufacturers of projectors, cameras,
sound recorders, and other audio-visual aids
equipment may find doors to new markets. At
these festivals men and women of significance
in every aspect of motion picture work assemble
and the further development of their association
especially in national and international film so-
cieties is encouraged. It is through ihe personal
contacts established at these film meetings that
the international ties in this field will be de-
veloped. Films are exchanged in the end by
individuals even more than they are by govern-
ments.
The Department of State is very interested in
the "public relations" aspect of foreign film fes-
tivals, meaning that it participates in them to
advance the interests of the United States and to
indicate the willingness of this Government to
share in international enterprises directed to-
ward the furtherance of international understand-
ing and good will. It is believed that the display
of United States films in foreign film festivals,
and United States participation in the meetings
of representatives of many nations which take
place there, are an important contribution to the
improvement of such understanding and good
will.
Better Relations Between Countries
Another objective of United States Govern-
ment participation in foreign fihn festivals is to
increase knowledge among other countries of
those ideas, ideals and material things of life
which are uniquely American. This objective is
advanced by the exchange of ideas among the
film people of the world and the consequent de-
velopment of those relationships which reinforce
the importance of this country in film produc-
tion. Further, it is recognized that participation
in foreign fihn festivals helps to coordinate cul-
tural and informational operations, as practised
in this field by international organizations which
have film programs.
Secondary Government objectives are to re-
mind other nations of the interest of the United
States in education and culture, as advanced by
the motion picture medium; to present, in docu-
mentary form, accurate information about all
phases of life in the United States; to emphasize
to other countries the nature of American films,
which are of many different kinds and made for
widely divergent purposes; and to encourage
them, by their display, to acquire or themselves
produce such films as may be suited to the ad-
vancement of their own material and cultural
standards.
Because none of these objectives are by their
nature exclusively Government objectives, the
Department of State seeks to cooperate in every
appropriate manner with film producers through-
out the United States to assure adequate repre-
sentation at foreign film festivals of every as-
pect of United States' motion picture produc-
tion— including the important factual film. •
•Recently, however, tile Film
Council of America has ex-
pressed wiUingness to trans-
mit information on festivals
to as many informational film
producers as it can reach and
the Department will supply
what information it has to the
E.xecutive Secretary, Film
Council of .America, 57 E.
Jackson Boulevard, Chicago
4, Illinois. This article is in-
clusive of these facts, also,
and additional information
will be presented from time
to time in the pages of BUS-
INESS SCREEN. Watch
for news notes on other for-
eign film festivals in Belgium
and elsewhere on the conti-
nent as well as those in the
U. .S.
Opportunity for Permanent Employment and Investment
Excellent opportunity for competent medical photographer, ex-
perienced in sixteen millimeter motion picture production technics,
to become permanently associated with well established, financially
responsible and growing corporation specializing in production of
basic medical and scientific films.
Applicant must be under forty — of excellent character — good edu-
cational background — and willing to make nominal investment in
company following thorough investigation.
Write — stating age, educational background, experience, history
of employment, marital status, salary expected and where confiden-
tial correspondence can be addressed.
All information will be treated in utmost confidence. Our em-
ployees know of this ad. Write Box 12A.
BUSINESS SCREEN, 1 SO E. SUPERIOR, CHICAGO 1 1
10
BUSINESS SCREEN MAGAZINE
CONTRAST ... for Lifelike Quality!
' -.r-ViV^ r-^^MX .-..-> ^^ :
COMPARISON PROVES YOU GET
THE FINEST 16mm Proiection with the
Compare THE PICTURE! Screen images are more
realistic because the light output of the RCA "400"
produces the greatest range in contrast between the
brightest highlights and the deepest shadows. Pic-
tures are clear and crisp to the corners and edges of
the screen . . . they are steady and sharp under the
largest magnification.
Compare THE SOUND! You'll hear voices, music
and sound effeas reproduced with the dramatic
realism and tone shadings of theatre-like sound.
Compare THE QUALITY! The RCA '^OO" is a pre-
cision-made projeaor, specifically designed to give
years of dependable service at the professional
show level. It meets all the requirements for school
and church classroom use, as well as the needs for
mobile showings of films by business, industrial
and civic organizations.
The RCA "400" is your best buy! Add to these
features-simplicity of threading . . . ease of opera-
tion . portability . . . maximum proteaion to films
-and its plain to see why the RCA 'MOO" is the
finest l6mm projeaor you can buy at any price.
Well be glad to send vou illustrated literature and
name of your nearest dealer. Write Department 17L.
RCA "400" JUNIOR. The only single-case slandarj l6mm
sound projector oj Jully professional quality.
RCA "400" SENIOR. Provides theatre-quality reproduction
oj Ibmm sound and pictures for larger audiences, audi-
toriums or larger rooms.
VISUAL RRODUCTS _ _ - ^ -
RAD to CORPORATiOM of AMERICA
BNGIMBERING PRODUCTS DBPARTMEMT.CAMOEN.M.J.
In Canada: RCA VICTOR Compony Limited, Montreal
NUMBER 8
VOLUME 11 • 1950
11
!
Lhe oldest and most experienced
I6mm film laboratory
It was
1926
when Rudolp
h Valenf
no
captivated th
e hearts
of
women in "Son
of the Sheik"
YEARS AGO, {long before
Holly ivood Film was serving major
^J F all the existing film laboratories, only Hollywood Film can point to o
history of outstanding leadership since 1907! In lhat lime, we hove de-
veloped unexcelled technical ability plus the finest produclion fccilllies. Our
modern electronic controls eliminate notching, make splicing invisible, pro-
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HOLLYWOOD FILM ENTERPRISES, INC
COMPLETE
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REPORT ALL NEW TECHNICAL AND TRAINING FILMS TO BUSINESS SCREEN
♦ A complete registry of all existing technical and new pictures completed, whether for internal or
training motion pictures produced by and for busi- external use. so this listing can be maintained for
ness and industrial purposes is maintained by the the benefit of all. Address all notices to: Index
Editors of Business Screen. Please nolifv us of any of Training Films. 150 E. Superior. Chicago 11. 111.
OFFSCREEN VOICE:
(CONTINUED FROM PAGE FOUR)
pensible in the amateur field; it can
also be conserved by the armed .
forces with a little judgment.
Assured Supply of Film Is Vital
But no controls, to any great ex-
tent, exist at present. Obviously the
critical element in this industry must
be conserved and its constant sup-
ply assured.
Business Film Field Mourns Death
Of General Motors' Merle Johnson
♦ A gallant fighter and an earnest
worker in the field of business mo-
tion pictures died on December 2,
1950 as F. Merle Johnson, Gen-
eral Motors' film executive, passed
away after a long illness. Mr. John-
son joined the Audio-Visual Sec-
tion of the GM Department of Pub-
lic Relations in 1942. He was a
vice-president of the Industrial
Audio-Visual Association in 1948
and an eastern regional director of
that group in 1949; also serving in
both years as Chairman of the Films
Committee of the Association of
National Advertisers. He was 51.
Services on December 5 were at-
tended by many of the leaders in
the business and professional world
in which he worked. Surviving are
his widow, Mrs. Edith F. Johnson
and two children, of Bayport. N.Y.,
and his mother, Mrs. T. C. Johnson,
a brother, Sidney, of Quincy, III.
F. Merle Johnson
You can buy titles for less than
KNIGHT QUALITY sells for, but
you cannot get greater value at
any price. That's why our titles
cost less in the long run.
THE KNIGHT STUDIO
341 E. Ohio Street, Chicago 11, Illinois
12
BUSINESS SCREEN MAGAZINE
:ioor. :o jOiti the Mitchell
Line will be the world's
finest precision quality
MITCHELL 16mm ond
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* Sound-track always runs cen-
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scanning beam, for crisp and
clear soundtrack reproduction.
* Only one audio-modulated
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minimizes "Eberhard Effect" and
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BERNDT-BACH, Inc.
7387 Beverly Blvd. • Los Angeles 36. Calif.
MANUFACTURERS OF SOUND-ON-FILM
RECORDING EQUIPMENT SINCE 1931
Trainers Note Effects
of Attitude Pictures
CORNELL HOLDS UNIQUE WORKSHOP
■* Experiments to determine what happens when
audio visual materials are used under varying
conditions with the employes in industry fea-
tured a unique workshop recently conducted
for training directors of the Syracuse. New \ ork
area by the New York State School of Indus-
trial and Labor Relations at Cornell University.
The workshop in the use of audio visual ma-
terials in employe relations was given in coop-
eration with the Training Council of the Manu-
facturers Association of Syracuse. Workshop
leader was Professor J. James Jehring of the Cor-
nell School of Industrial and Labor Relations.
Three Experiments Basis of Course
The basis of the course consisted of three ex-
periments in the use of audio-visual materials
which were used to explore the following ques-
tions: What may happen when workers and su-
pervisors are shown attitude-forming fihns? How
much information do employes get from seeing
an informational type film? What is the func-
tion of social skill-training films with super-
visors?
In the first experiment, members of the group
were asked to write briefly their attitudes con-
cerning the Taft-Hartley labor law. Then a
soundfilm on the Taft-Hartley Law was shown to
the group. Made by a union, the film attempted
to form an attitude on the part of the viewer
against this law.
The discussion then centered around the ques-
tion: How has viewing this film affected your
former attitude on the Taft-Harley Act? In an-
swer to this question the group agreed that:
1. The film had done nothing to change any
of their attitudes.
2. The film in some cases made them feel even
more strongly their former position.
Conclusions on Attitude Pictures
In attempting to get at some basis concepts
about attitude-forming films, the group conclud-
ed that:
1. It is important that the viewer of the atti-
tude-forming fihn be neutral toward, or in favor
of, the group which is presenting the material.
2. The attitude must be presented in terms of
ideas acceptable to the group.
3. The use of an attitude-forming film that
does not do the above may re-inforce the atti-
tudes already held by the groups.
4. A negative attitude-forming film may re-
inforce the positive attitudes of the group to a
greater degree than a positive attitude-forming
film.
The experiment with the informational type
of film consisted in showing without introduc-
tion a ten-minute film containing a certain
amount of factual information on the Interna-
tional Labor Organization. After this showing,
the leader passed out an examination of twenty
questions concerning the factual information
(continued on page sixteen)
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14
BUSINESS SCREEN MAGAZINE
OMPARE..FOR
BEAUTY AND DEFINITION!
There's one sure way of discovering
the beauty and fidehty of a great film like
TYPE 238. Compare it with any other
color duplicating film on the market today.
Authorize your laboratory to make up
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Then compare it . . . feature for feature . . .
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You'll agree, it's the finest color du-
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ANSCO, BINGHAMTON, NEW YORK. A DIVISION OF GENERAL ANILINE & FILM CORPORATION. "FROM RESEAKCH TO REALITY.'
SUMBER 8 • VOLUME 11 • 1950
15
5»
Employees Welcome "Movie Day
In Thousands of Plants and Offices
BaaooasnaeaoBcaa ;
©_..2L-f
■-^-
SPORTS
4 5 6 7 ®:^9 l^ k \
18 19 20 21 ^ *^ 57 1^
25 26 27 ^^^t^ffl^^ r"
HOME MAKING
TRAVEL
AMERICANISM
REGULARLY SCHEDULED FILM PROGRAMS
PROVIDE RELAXATION— STIMULATE MORALE— BUILD GOODWILL
Modern Talking Picture Service, Inc.,
have been commissioned to distribute
on a free loan basis more than a hun-
dred top-notch 1 6mm sound motion
pictures sponsored by well-known
American companies, trade associa-
tions, and educational foundations. At
/our request. Modern will set up a
weekly schedule of films adapted to
your specific type of audience.
These films are both entertaining
and informative. They may be sched-
uled individually or in well-balanced
sequence from Modern's regional film
exchanges in all leading communities.
WRITE TODAY for free descriptive film
lists and case histories.
MODERN TALKING PICTURE SERVICE, INC.
45 ROCKEFELLER PLAZA <
142 EAST ONTARIO STREET
61 2 SOUTH FLOWER STREET
NEW YORK CITY 2 0, NY.
CHICAGO 11, ILLINOIS
I lOS ANGELES 17, CALIf
• Circle 6-0 910
superior 7-0588
MAdison 9-2121
Trainers Study Films:
/continued from page fourteen)
given in the film. On trying to complete the
factual questions, most of the group were at a
complete loss. The scores of some were as low
as 10 or 15 and the average was around 30 out
of a possible score of 100.
This ex])eriment was used as the basis for de-
veloping the following points:
1. It is important to point out to the viewer
what he must look for specifically (motivation).
2. It helps if the viewer knows if he is going
to be lield responsible at a later time for the in-
formation contained in the film.
Proper Use of Skill Training Film
The final experiment consisted of presenting a
skill training film to the group on how to do a
complex job, and then asking one of the mem-
bers to come up and perform exactly the same
kind of a job he saw presented in the film strip.
In this case the group agreed that:
1. The mere showing or presenting of a skill-
training film was not enough to have a transfer
of the skill.
2. The follow-up of a skill-training film must
be action and not only discussion.
3. Discussion may help as a follow-up of cer-
tain skill training.
4. In some cases of skill training there is little
to be gained from the use of films, and other
training techniques involving the trainee in ac-
tually doing things may be more desirable.
Review Both Materials and Techniques
A period was devoted to pointing out that
some of the same principles of skill training
apply whether the skill is mechanical, such as
the ability to operate certain types of equipment,
or whether the skill is social, such as the han-
dling of human beings in an industrial situation.
Various types of audio-visual materials cur-
rently being used in the local industrial plants
were presented to the group by the participat-
ing members. Some of the techniques were em-
ployed which were developed through the group
discussions, and the materials were criticized by
the membership present as to content and pres-
entation.
The following organizations participated in
this workshop: Carrier Corporation, General
Electric Company, Niagara Mohawk Power Cor-
poration, Portable Cable Machine Company,
Easy Washing Machine Corporation, and the
Manufacturers Association of Syracuse. •
■•« -X- »
Kansas City Star Calls Attention to
Critical Need jar Skill Training Program
•k "In Kansas City," said the Kansas City Star
editorially on December 9. "the shift to military
production is developing fast and still there is
no local program to train persons for the jobs."
The Star notes the tremendous local response
to a job appeal but said that few of the appli-
cants were trained in the required skills or semi-
skills. It would seem apparent also tliat the con-
siderable visual training library of the U. S.
Office of Education be revieived for its possible
application and the necessary new materials added
as their need is indicated by the defense program
in 1951. The italics are ours — ED.
16
BUSINESS SCREEN MAGAZINE
AMtKICAN LAN LUMMANV
..^^.ATiAU AMUJItAN LAN LUMHAN » . ■ ■ WILLIAM L. BAKHfcLL (.omhaimt
IROADCASTING COMPANY
NATIONAL DISTIL/'
UERTO RICAN RUM INSTITUTE . . . RUBICO BRUS
lOCONY VACUUM OIL COMPANY . . . SPAULDING
:ORPORATION . . . UNIVIS LENS COMPANY .
AMERICAN BAKERS ASSOCIATION . . . AME
lOONTON MOLDING COMPANY . . . ROBERT P
:alling all girls magazine . . . al c
:olumbia broadcasting system . . .
formica insulation company . . . f'
richard hudnut company . . . i^
john loveton organization . . . ^
company . . . metro-goldwyr
broadcasting company . . . n'
puerto rican rum institute .
socony vacuum oil compan"
corporation . . . univis le'
AMERICAN BAKERS AS50CIA'
BOONTON MOLDING COMPA
CALLING ALL GIRLS MAGA
COLUMBIA BROADCASTIN
L
FORMICA INSULATION C
RICHARD HUDNUT CO
JOHN LOVETON ORG/
COMPANY ... ME
>ftMPANY
JSTRIES
PAPER
/ERSITY
MPANY
lATION
rAPANY
MPANY
MPANY
M, INC.
UCTION
ONAL
PANY
STRIES
PAPER
ERSITY
•MPANY
j corporation
aaachine company
s. w. farber company
gruen watch company
ents
!0
JF
J
^AZINE . .
.aSTING SYSTEM
lATION COMPANY .
HUDNUT COMPANY
.... JOHNSON & JOHNSON, INC
ANY . . . MAHONEY-TROAST CONSTRUCTION
.K DYSTROPHY ASSOCIATION . . . NATIONAL
ORPORATION . . . PROCTOR & GAMBLE COMPANY
, MFG. COMPANY . . . SOCIETY OF PLASTIC INDUSTRIES
MG BAKERIES ... SUN OIL COMPANY . . . UNION BAG & PAPER
-NY WESTINGHOUSE ELECTRIC COMPANY . . . YALE UNIVERSITY
AMERICAl!!^ CAN COMPANY . . . WILLIAM L. BARRELL COMPANY
ROBERT BROECKMAN PRODUCTIONS . . . BURLINGTON MILLS CORPORATION
AL CAPP ENTERPRISES . . . CINCINNATI MILLING MACHINE COMPANY
. COMMUNITY CHESTS OF AMERICA . . . S. W. FARBER COMPANY
.'. FRANKFORT DISTILLERS CORPORATION . . . GRUEN W^/C" COMPANY
INTERNATIONAL SILVER COMPANY . . . JOHNSON & JOHNSON, INC
COMPANY . . . MAHONEY-TROAST CONSTRUCTION
R DYSTROPHY ASSOCIATION . . . NATIONAL
■ORATION . . PROCTOR & GAMBLE COMPANY
MPANY . . . SOCIETY OF PLASTIC INDUSTRIES
SUN OIL COMPANY . . . UNION BAG & PAPER
. YALE UNIVERSITY
VrfOfcUDRGANIZATION . . . MacGREGOR
^^. /^METRO-GOLDWYN-MAYER
^il/ie COMPANY . . . NATIONAL DISTI|
R^CfAN RUM INSTITUTE . . - RUBICO BRU
Vacuum oil company . . . spaulding - . ^«„o»k.v
<.RPORATrON . . . UNIVIS LENS COMPANY . . . Oli^HOUSE ELECTRIC COMPANY
;'ScAN BAKERS ASSOCIATION . . . AMERICAN CAN COMPANY . . . WILLIAM L.
lONTON MO '•'^..r^-*.^ ^f
CALLING ALL
COLUMBIA BR(
FORMICA INSU
RICHARD HUD
FILMS FOR INDUSTRY, INC.
BARRELL COMPANY
RPORATION
MPANY
MPANY
MPANY
N, INC.
Vtr YORK—lSr^ WEST 52nd STREET • PLAZA 3-2800
PHILADELPHIA-l-OO WALNUT STREET • KINGSLEY 5-0831
NUMBER 8 • VOLUME 11 • 1950
17
What Are The Facts About...
the Far East? fabrics of the future? new educational
systems? disunity in Europe? soil erosion? the struggle
for oil? crime detection methods? women in public
life?
This excellent series gives you the background, current picture and probable
future of these and other vital issues.
Especially attractive to educators and study groups, these 16mni sound
films present fosclnoting 20 minute accounts of many subjects of universal
interest.
\^
Write for FREE booklet and full information to
BRITISH INFORMATION SERVICES
^ 30 Rockefeller Plaza New York 20, N. Y.
NOW THERE'S A COMPLETE FARM FILM GUIDE FOR REFERENCE USE
ir Nearly 1.100 available free and low-tost motion
pictures and slidefilms and their sources are listed
in the new Farm Film Guide recently added to
the Film Guide Library of Business Screen. Sent
postpaid at only 50'" per copy (on receipt of stamps,
coin, money order, or company check) . Order your
copy today from Business Screen, 150 E. Superior,
Chicago 11. Discount on quantity orders.
David SarnofF Medal Now
Awarded to SMPTE Members
♦ Establishment of the David Sar-
NOFF Gold Medal as an annual
award for an outstanding contri-
bution to television engineering was
announced recently by Earl I.
Sponable, president of the Society
OF Motion Picture and Televi-
sion Engineers.
Presented at the Society's annual
fall meetings, the medal will be
awarded to an individual, selected
liy a special award committee, who
has done outstanding work in some
technical phase of the broad field
of television engineering, whether
in research, development, design,
manufacture or operation, or in any
similar phase of theater television.
Purpose of the award is "to rec-
ognize recent technical contribu-
tions to the art of television, and to
encourage the development of new
techniques, new methods and new
equipment which hold promise for
the continued improvement of tele-
vision."
Eastman's Professional Film
Sales Increase In Quarter
♦ Increased sales of professional
motion picture films were reported
by Eastman Kodak Company in
the third quarter this year. These
films now are being made almost
100 per cent on the company's new
safety film base.
"Cine-Kodak motion picture film
sales made a comeback from an
earlier level." the financial report
stated, "and showed an increase
over last year's quarter."
Westinghouse Talking Laundromat
Unveiled for Dealers' Showrooms
♦ The Westinghouse Electric
Corp. is using an ingenious new
method to sell its automatic Laun-
dromat washing machine.
Inside a Laundromat, on display
in dealers' showrooms, is a special
sound slidefilm projector rigged up
to project on the window of the ma-
chine. Under the sign "To learn
more, open the door" prospective
purchasers will see a 35-frame color
and sound slidefilm, The Laundro-
mat Story, which is started auto-
matically when the door is opened.
Four hundred prints of the new
film are in use throughout the coun-
try this month. Special production
techniques (by Pathescope Produc-
tions) were required to make the
film suitable for screening on the
Laundromat's round window.
Bernard Cousino, Toledo veteran
audio-visual specialist, pioneered
this audio-visual device which is be-
ing manufactured by a leading Mid-
west a-v firm familiar with the
sound slidefilm application.
18
BUSINESS SCREEN MAGAZINE
RAPHAEL G. WOLFF STUDIOS, IMl^ I j .lucers
of lop-niitch motion picture and TV shorts, siiooting a scene
for a commercial with the Maurer 16mm, for a major refrigera-
tor and range manufacturer.
CORO^ET FILMS. CHICAGO, producer of 16mm educa-
tional simnd motion pictures— shooting a classroom scene with
a Maurer. Because of the reliability and operating advantages
of Maurer cameras. Coronet is able to produce the finest in
educational film^;.
GRAY-OREILLY STUDIOS of New York, shooting a
scene for a magazine promotional film on homemaking. where
once again the Maurer 16 demonstrates its adaptability to
every kind of performance condition.
For details on this, and other Maurer equipment write:
THE MAURER ICnun
adaptal)le to many uses...
In education and in Lhe professions. ..every day sees
new uses for the Maurer 16nini camera. As the only 16
designed for professional use. the Maurer combines fea-
tures which are unique in film-making, giving it un-
matched versatility. The Maurer 16mm is depended
upon to deliver e.xtreme accuracy under all conditions.
It proves itself over and over again in consistent, high-
quality performance. Only the industry's highest, most
advanced standards can accomplish this and still main-
tain amazing simplicity of o|)eration. Only a precision
instrument like the ^laurer can meet and solve any
16mm motion picture |)rohlem...any place... any time.
For studio or location shooting, where time and ex-
pense are of maximum imj)ortance— the choice of pro-
fessionals is Maurer, the professional 16mm camera.
J. A. MAURER, IXC
37-01 31st Street, Long tsland City 1, New York
850 South Robertson Blvd., Los Angeles 35, Colifornio
LTMBER 8 • VOLUME 11 • 1950
19
k
Ml* **' _.ur> *■"** •TV"* **.— t^irt TW •*
^r-^^Tcf^ "" "
Mr. Frank Sp«til«ll
Audto Production*
630 - 9th Ivvnu*
>•« tort. K. I.
Daar rr*nk:
Th. b«m« »r 101.7 ft«> b««i> fcufffit and -on-
On .t^rr Mnd zh* 3«a»* Pronollon Division la rcc.ivlng
ca«pllMnt» »f>a aipr^aalon* of »ppr»cUllcn of '.hr work
Hvtt h»» b»«i <1or».
VUliout TOUT lnt»lll(Wot and contlnuju* effort
TO r»c<ir4 »jch •» oun couli tiavn li««n written. Kay I
».fr*»a to you on bahalf of th* Saias Promotion Dlvlalon
-^- »-(.,« Co^>anr our »lneara appreciation of your
■ i helpPul wrU, and *rt»h for you In l9t« •
r -1 t,ri)sp«rou» TO"".
'"'Psi^.i-S:'^..
■(-it?"-. jf^'C?' - .n^
^la*l)<
*«t. mil
^jcrns-s^-
*-'<■ '^^^'
aa» •*^"tll,, rttt ""^ ^ ^ •""^ 1«* >»*«
^^i^i» -)«»*"'" ,„rtl^« '"^ >^ _»,«
^^^Ut^ /T^l^^ft ,
We are indebted to these and many other chents
for their good words about Audio which have helped
to introduce our company to many new prospects for
motion picture productions.
A complete file of these letters and a copy of the folder,
"A Few Facts About Audio", will be sent upon request.
20
BUSINESS SCREEN MAGAZINK
ISSUE EIGHT
THE NATIONAL BUSINESS JOURNAL OF AUDIOVISUAL COMMUNICATIONS
VOLUME ELEVEN
Films' Key Role in laiional Defense
A PREMEW AND PREDICTIONS FOR THE YEAR AHEAD IN FACTUAL FILMS
PREDICTIONS on the outlook for business
ami other factual motion picture and slide-
Hhii production in 1951 must inevitably
renter on the national defense program. It is
equally clear that the key problem in our de-
fense effort is the critical shortage of skilled and
semi-skilled manpower. Thus, increasins; the
supply oj these workers to the neiv tasks ahead,
mainlaining the efficiency anil welfare of those
already so employed, and backing up the re-
placements in service industries hit by the draft
and defense withdrawals, would seem to put job
instruction films of all types in the highest pri-
ority, second only to the continued production
by all qualified producers of the training films
required by the armed forces.
These Are Urgent Assignments
Next in importance are the related tasks of
industrial information and instruction in such
fields as industrial security and plant protection,
safely education in all fields where such losses
affect both liyes and property, education to en-
courage conservation of materials and resources
I especially critical metals, precision tools, etc. I,
and the broadest possible exchange of technical
and engineering data in films and between all
interested plant and professional personnel. The
sum of the related needs is that these communica-
tions tools are needed to get and maintain the
increased industrial production which is Amer-
ica's greatest weapon as well as the guardian of
our economy and high standard of living.
Grolp Tr.\imng for Civilian Defense
On the home front, in the broadest sense,
both state and Federal authorities are presently
coping with the huge task of preparing the
nation for civilian defense needs. Alerting the
entire country to the danger of atomic warfare
is a difficult psychological problem. Far more
important, paradoxically, is the unheralded but
effective organization of the key corps of ""pro-
fessionals" who can be depended on to organize
and maintain emergency controls. The group
training of fire, police, traffic, medical, engineer-
ing, and other expert teams is therefore a pri-
mary responsibility of state and Federal agencies.
No better way to impart this information clearly,
concisely, and uniformly can be found than by
films and related audio-visual media, developed
along the lines of experience achieved during
and since World War II.
As an illustration, some of the most important
tasks encountered by Britain after air raids was
the work of engineering parties who shored up
damaged walls, rescued trapped survivors with-
in buildings and cellars, and made emergency
repairs on electric, gas. and water mains. Spe-
cial skills are required for this work which can
be adapted from existing engineering and con-
Fflms Needed in '51
FOR NATIONAL DEFENSE:
Skill Training of Workers
M * *
Industrial Security Programs
and Civilian Defense
■¥. M M
Job Safety Education
■¥■*■■¥■
Pay-Roll Savings Program
-tt * *
Technical and Engineering
Data for Increased Production
-K -k *
Farm Informational Pictures
to Maintain Crop Production
* -K -K
Medical and Pharmaceutical
Films for Professional Use
-K -tt *
Metal and Material Conservation
Subjects for (Civilian Showings
-K * -k
Transportation and Material Handling
Information for Industrial Use
— and related special purposes
in addition to the
Continued Priority Production
by Business Film Producers
of Training and Informational Films
for the Armed Forces and U.S.
Government Agencies
struction films, supplemented by new materials
where situations require.
Institutional Aid Bv Business Likely
The recent meetings in Washington of top
men in industry and labor with defense officials
may soon be reflected in entirely new slants on
institutional advertising. A preview of this lies
in the good work of the Advertising Council.
Industry can and should broaden this activity to
include the materials which directly serve its
immediate interest — such as recruiting manpow-
er, organizing plant protection programs, fur-
thering on-the-job safety, increasing morale
through film communications at noon-hours, and
through a greater exchange of training film
materials between plants.
Film budgets have the advantage of better
timing and longer, lasting value to the sponsor.
The audience is certainly assured and can be
carefulh controlled to reach directly interested
groups . . . whether dealers, workers, or con-
sumers. As an illustration of the economy now
possible, one national sponsor recently reported
nearly 12.000.000 persons in the total audience
for his public relations films in 1951. obtained
at a net cost of only SIOO.OOO for distribution.
The same expenditure in 1946 and 1947 reached
less than 2.000.000!
The presence of more than 200.000 16mm
sound motion picture projectors and an equally
large number of 35mm slidefilm projectors
gives evidence of the sizeable distribution oppor-
tunity. Some 4.000 large industrial plants are
considered as equipped to show films to worker
audiences during lunch hour and recreation
periods: a great many more have indicated will-
ingness to maintain this communications outlet.
Television Aids But Not Similar
It is highly important that these informational
and training assignments be regarded in their
true aspect — as group education projects rather
than as mass information as provided by tele-
vision. Television is enlarging the mass audi-
ence for sponsored films but the 16mm projector
still serves the individual classroom, the training
group, and the vast number of audiences beyond
the scope of present telecasting. We are also
mindful of the 70 major markets still unserved
by television facilities due to the FCC ""freeze"
on station construction.
Thus far. these ""predictions" are really chal-
lenges to the experience and ingenuity of the
established business and training film producers
throughout the United States and Canada and
to the professional distributors of their pictures.
It is possible to predict that more industries
will require those minimums of professional
(continued on the following page)
NUMBER 8 • VOLUME II • 1950
21
Films Key Role in Defense: Producer Organization Gets Under Way
(continued FKOM the preceding i'ACE)
quality and experience wliieh tliese companies
can provide wilh greater economy and results
. . . and it is equally evident that the minimum
controls in audience verification and selection
now made possible through such organizations
as Modern Talking Picture Service will become
the "standard" of the business film field.
Civilian Economy Backbone of U. S.
Good customer and dealer relations, good
public relations, and good salesmanship, far
from becoming dormant, will still rank as im-
portant goals for the visual medium in 1951.
The byword "two must serve where three have
been" will become more and more common-
place as the draft and manpower recruiting for
defense industries take away workers in sales
and service industries. Banks, department stores,
drug stores, and similar organizations will have
to maintain services, sales, and good customer
relations with fewer people available behind the
counters and on the lines.
Excellent training techniques have been dem-
onstrated which apply in such fields. Both syn-
dicated and special purpose films can be used
with varving degrees of effectiveness, from the
stepping stones of such ready-made subjects as
By Jupiter and Things People Want, or the fa-
miliar Borden & Busse films, industries may
progress by individual or group action into
tailor-made pictures designed for their needs.
Military Precedent for Training Films
The widespread application by all branches
of the armed services of the audio and visual
tools is well known. They save time, help learn-
ers remember longer, and stimulate interest in
complex, technical subject matter of modern
mechanized warfare.
But less known was the precedent established
by the military in World War II which en-
couraged the production of training fitnis on all
mechanical equipment such as trucks, tractors,
aircraft, etc. where the motion picture made both
operational and mechanical features more under-
standable to the men who used and maintained
them in the field. The Army and Navy figured
the costs saved in breakdowns avoided and in-
creased efficiency paid for these additional
training tools many times over.
M.uoR Production Role in World War II
As an indication of their ability to serve the
training needs of the armed forces and govern-
ment agencies in World War II, as well as evi-
dence of the excellent facilities and tight se-
curity available for similar tasks today, just
29 of the recognized producers of business and
factual films reported a total of 3,747 reels of
war training films by 1946.
Twenty-one of the companies had turned out
a total of 1,535 reels for the Navy; 546 reels
were produced for war agencies; and 1,532
reels were completed for war industries.
Government had no investment in equipment,
plant, or manpower (excepting supervisory per-
sonnel) . It bought ivhat it needed on a competi-
tive, economical basis and it maintained a pro-
duction resource which today stands ready to
duplicate the task. That is the American way.
BUSINESS FILM MAKERS FORM REGIONAL COMMITTEES FOR ACTION
AS PRELIMINARY OUTLINE OF PURPOSES IS SUBMITTED
COOPERATIVE ACTION toward nation-
wide organization of established and ex-
perienced producers of business, factual
and training films took a long step forward in
1950. Meeting as regional groups, producer
committees in the East. Mid-West and West
Coast regions, have formed temporary working
organizations which now await an early national
gathering of their appointed representatives.
Companies represented at these gatherings
have long felt the need for a federation of their
interests. Common problems in public relations,
industry standards, and regulation were suffi-
cient cause for unity in the pre-defense era. But
the needs of the national defense program have
given solid impetus to the movement. The prac-
tical benefits of technical inter-change, uniform
practices and standards for the training field,
statistical research as needed by Government —
all these are cited as additional benefits of im-
mediate organization.
Regional Groups in Three Sections
The Eastern regional committee representa-
tives are Peter Mooney, representing Audio
Productions, Inc.; David Pincus, president of
Caravel Films, Inc., and Henry Strauss, for
Pathescope Productions. Each has an alternate.
Other New York companies represented at
gatherings there included Films for Industry,
Loucks & Norling Studios. Leslie Roush Produc-
tions, Sound Masters, Transfilm. and Willard
Pictures, to mention a few.
Midwestern delegates appointed at a Novem-
ber meeting were Hal Fish, vice-president of
Wilding Picture Productions. Inc., George Finch,
vice-president of The Jam Handy Organization;
and Edward Schager, vice-president of Atlas
Film Corporation. Other companies represented
at informal Chicago discussions include Fran-
cisco Films. Dallas Jones Productions, Sarra,
Inc., and Vogue-Wright Studios, Film Division.
A third and similar grouping has been formed
on the West Coast with such familiar companies
as Fred K. Rockett, Roland Reed Productions,
and Raphael C. Wolff Studios taking part in
recent discussions in December with 0. H.
Coelln. Jr., publisher of Business Screen, ap-
pointed interim secretary.
Through the generous assistance of Wilding
Picture Productions, Inc., one of the top pro-
fessional script writers on the creative staff of
that studio was assigned to analysis and prep-
aration of the "case" for producer organization.
Aided by background materials supplied by the
United States Chamber of Commerce trade as-
sociation department, a treatise on the problems
and opportunities in the field of producer or-
ganization has now been prepared.
This is now in its final editing stages. Within
the first week of 1950, copies of "Why An Asso-
ciation" will be enroute to all active producers
in the field of business, factual, and training
films for their consideration and comment. Since
no formal organization now exists, these com-
panies will be automatically eligible for charter
membership at the outset. The present commit-
tees are simply a spontaneous expression of the
industry for group action.
Membership to Be of Related Character
A key factor in the first draft of this organi-
zation program is that it does not discriminate
as to eligibility because of size, geographical
location, or amount of invested capital. The
only prerequisites generally agreed upon in
these informal discussions call for a membership
of companies primarily devoted to business,
factual, or training films, with proven experi-
ence, and a solvent financial structure. Tele-
vision or theatrical producers, as such, are not
considered to fall within this category of mem-
bership.
Other advantages cited by those presently
active in the organization phase call attention
to inter-organization activities possible with
similar organized groups in advertising and
public relations, such as the Association of Na-
tional Advertisers, the American Association of
Advertising Agencies, the American Trade As-
sociation Executives, and the Public Relations
Society of America. Such groups are accus-
tomed to dealing with industry representation
and the implementing of group projects, codes
of standards, etc. is made possible through such
inter-action.
ANA Check List a Recent Example
As an example of this, the Check-List of
Producer-Client Responsibilities developed by a
special sub-committee of the ANA Films Com-
mittee, in which producers cooperated through
Business Screen, was cited. The Check-List is
widely quoted as a standards' reference, thcjugh
its content is as yet incomplete.
Requests for speakers, fihn research, indus-
try statistics, and numerous feature article op-
portunities can best be met through a nation-
wide federation of similar companies. But to
quote the foreword from the forthcoming mss.
"Why An Association" these words by the late
Elihu Root are pertinent and meaningful:
"Men must either govern or be governed;
they must take part in the control of their own
22
BUSINESS SCREEN MAGAZINE
lives, or they must lead subject lives, dependent
in the little things and great things of life upon
the will and power of others."
That fits our definition of democracy, too.
• • «
Coast-to-Coast Travel Schedule
Maintained by Business Screen's Editor
■k Beginning with a kev address at the general
session. Tuesdav a.m. December 5. of the Third
Annual Meeting of the Public Relations Society
of America on the Starlight Roof of New York's
Waldorf-Astoria, Ott Coelln of Business Scree.n
maintained a coast-to-coast travel schedule dur-
ing the first two weeks of that month which
subsequentlv took him to Kansas City. Phoenix,
and Los Angeles.
On Fridav. December 8 he addressed state
banking officials and public relations executives
at the first of two Public Relations Workshops
sponsored by the Public Relations Council of
the American Bankers Association. John B.
Mack. Jr. is Director of the Council. A two-
hour program which included a three-fold dem-
onstration of films in education, public rela-
tions, and training was followed on December
12 at Phoenix. Arizona where a similar regional
workshop for southwestern and western state
banking leaders was held.
On \^'ednesday. December 13. Business
Screens active publisher met with West Coast
presidents of business film organizations in Los
.\ngeles to discuss the formation of the national
trade group mentioned elsewhere in these pages.
He returned to Chicago to participate on Friday.
December 15. as a member of coordinating com-
mittee of the Film Council of America.
Executive audiences addressed in New \ork,
Kansas City, and Phoenix showed a lively in-
terest in the film medium. The attendance at the
audio-visual aids session of the Public Relations
Society I chairmaned by Kalman Druck. vice-
president of the Carl Bvoir Organization I was
near capacity of the Starlight Roof. •
American Cancer Society Presents
Vital New Film in Medical Series
Plaque Awarded Lumbermen's Mutual
Casually Co. by the National Committee
on Films for Safety for the motion
picture "Last Date" produced by Wild-
ins Picture Productions. Inc.
Sponsor: The American Cancer Society.
Title: Cancer of the Stomach, Esophagus and
Intestines. 30 min.. color. Produced by .\udio
Productions. Inc.
ir The American Cancer Society has announced
a new color film, produced by Audio Produc-
tions, Inc., on early diagnosis of cancer of the
esophagus, stomach aind intestines. It will be
widely used to train medical personnel in recog-
nizing certain common distress signals of the
disease as well as explain complex diagnostic
tests used for detection.
Stomach cancer, a particularly difficult diag-
nostic problem, kills 40,000 persons annually.
At least half of these could be saved by early
treatment. The film shows that 55% of all
stomach cancer cases also demonstrate an anemic
condition. 60% have small amounts of blood
in the faces. 70% have a disturbance of gastric
juices. All these symptoms, the film shows, com-
bined with X-ray and microscopic tests, can re-
veal 95*"^ of stomach cancer cases.
Cancer of the esophagus sufferers usually
complain of difficulty in swallowing, the film
demonstrates. It points out that both stomach
and esophagus cancer are usually found in eld-
erly men.
The 30-minute motion picture also demon-
strates diagnostic tests for cancerous small and
large intestines.
This is the third of a series of six films Audio
is producing for the American Cancer Society.
The first in the series. Cancer: The Problem of
Early Diagnosis was awarded first prize in the
Division of Medical and Scientific Films by the
International Exhibit of Cinematographic Arts
in Venice last year.
Cancer of the Stomach, Esophagus and Intes-
tines will be available for purchase from the ACS
(for S138.28 1 or may be borrowed free of charge
from state health departments or cancer socie-
ties.
Reports from Two National Sponsors
Supplement Feature on Traffic Safety
* The American Transit Association notes with
■■great interest"" our important feature of last
month on traffic safety films and the inclusion
of the ATA film It's Wanton .Murder. The other
.\TA motion picture Driven to Kill ( previously
review ed in these pages I might also have been
included in our "must see"' list. Over LOGO
prints of that timely ■"safety oscar"' winner of
1948 have been sold in the U. S. alone.
Stanley W ithe. manager of the Public Edu-
cation Department at the Aetna Life Affiliated
Companies, (whose excellent films were not men-
tioned I calls your attention to such Aetna sub-
jects as Live and Let Live and some of the other
nineteen subjects in the motion picture bureau.
It moves us to the thought that this merits a
special article on Aetna's widespread service ac-
tivity in this vital field. 11.500.000 are esti-
mated to have seen Aetna's films this past vear.
In production on Hotpoint's neu film.
Hotpoint's New "Miracle of the Rainbow"
Sponsor: Hotpoint. Inc.
Title: Miracle of the Rainboiv. 20 min.. color.
Produced by Atlas Film Corporation.
"k The new and revolutionary new clothes dryer
of Hotpoint, Inc. was unveiled at the annual
sales meeting of this well-known national appli-
ance manufacturer in late November. The in-
troductory vehicle was Atlas' new sound and
color interpretation, appropriately titled Miracle
of the Rainbow.
This colorful piece was greeted with enthu-
siasm by the dealers and consumers should feel
the same way about it. The otherwise dull tech-
nical facts (to all except Hotpoint sales repre-
sentatives) are set in the pleasant background
of an entertaining little plot story. The family
without a clothes dryer gets introduced to the
advantages of having one and the one to have
is, naturally, the new Hotpoint dryer.
Color is briUiant and faithful and picture
well cast to its combination purpose of increas-
ing dealer and consumer sales participation.
Sales Facts About Quality Luggage
Sponsor: Amelia Earhart Luggage.
Title: There Is .4 Difference. 28 min., color,
produced by Campus Film Productions.
ir Leading promotional ginnnick of Amelia
Earhart Luggage during the fall season has been
a new film. There Is .-t Difference. "Difference"
in this case being the company's quality story —
generallv of higher grade and more expensive
than competing lines. The picture has told it
convincingly enough to spark heavy sales for
Amelia Earhart Luggage during the fall mar-
riage and back-to-school seasons and is now at
work on winter travel promotion.
Aside from its use as a straight sales film
through showings in leading department stores
and specialty shops. There Is A Difference will
also be used as a training device for retail sales-
people, and, in some cases, as an aid in opening
up new- outlets for the Ameha Earhart line.
Though not a factory tour in the ordinary
sense, the picture shows how Miss Earhart worked
out the basic design for her cases, and how this
design is being used in the company's latest
models of luggage. It shows testing procedures
which explain the differences bet^veen Earhart
and other types of bags. For its women shopper
audiences there are fashions by Filcol and Ceil
Chapman shown in conjunction with displays.
NUMBER 8 • VOLUME 11 • 1950
23
v v
p.
pais How iilHiisiiim Pidi||
NDUSTRIAL AUVERTISIING l^ A T^AR^ECONOMV: LXSIDE F^"
ON NYLO.N; STORY OF RAIL 6TET,L BAR IN FTLMS OF THE MQ
IMPORTANT NEW PICTURES are in pros-
peel for early 1951 release, including Gen-
eral Electrics sequel to Clean Waters, a
new film on the broad subject of water supply
by Raphael G. Wolff Studios. This producer is
also completing a major opus for the American
Meat Institute which youll read about in Feb-
ruary. Fred Rockett has a new West \ irginia
film in the Bureau of Mines' series, this one
sponsored by Weirton Steel. And there's the
new Dun & Bradstreet motion picture recently
completed by Wilding.
The theme for '51 might well be "two to do
the work of three " emphasizing the importance
of job training in all fields where the draft and
tile defense program are playing havoc with
manpower. Industry and business need plenty
of efficiency to maintain both production and
sales volume and visual training can help.
Putman Publishing Company Issues
Sequel to "The Radar of Selling"
Sponsor: National Industrial Advertising Asso-
ciation and Putman Publishing Co.
Title; Epilogue, 10 min., color, produced by
Raphael G. Wolff Studios.
ic Bringing advertising's own story, The Radar
of Selling, up to date in a wartime economy is
the job done by Epilogue, latest addition to the
advertising motion picture family.
By showing to what extent industrial adver-
tising should be used, even during a war period.
the entirely animated film points out the most
effective themes to be incorporated into the ad
including: 1) how to increase production
through use of the product; 2) efficient methods
of using the advertised product; and 3) pro-
viding informative pamphlets on the care and
use of tools and equipment in the plant.
The picture gives conclusive proof that indus-
trial advertising during wartime can perform
several useful functions, for in addition to keep-
ing the name of the company alive in institu-
tional copy, it can continue to serve old cus-
tomers, make new friends and assist in the cur-
rent defense effort.
Equal in quality to Radar of Selling, the new
film will be an invaluable tool for the publish-
ing and advertising fraternity.
Epilogue is being attached to all new prints
of Radar of Selling and may be obtained for
all old prints that are out. Requests for show-
ings of the film should be directed to the Put-
man Publishing Co., 737 N. Michigan Ave.. Chi-
cago 11. 111. •
DuPont Presents Colorful Production
on Textiles in "Close Up of Nylon"
Sponsor: E. I. duPont de Nemours.
Title : Close Up of Nylon, 22 min., color.
■k One customer stepped up to the counter and
told the clerk that nylon underwear was not for
her — not in the summer — too hot. Another cus-
tomer a few feet away ordered a complete set —
wonderful in the hot weather!
This problem, as presented in a new color
film. Close Up Of Nylon, has been much too
connnon in stores across the country ever since
nylon was introduced. It is the principal rea-
son why duPont has sponsored the film — to ex-
. . . telling the customer facts about nylon
plain what customers can expect of nylon and
what salespeople should tell them about it.
Other properties than warmth and coolness
are explained: the 22-minute motion picture
goes into mono- and multifilament and staple
yarns; how nylon is combined with other fibers
for special purposes: why some fabrics dry
quicker than others; why some pleats are perma-
nent and some are not: and just what functions
the duPont Company, textile manufacturer and
garment maker perform in bringing the finished
product to the retailers' shelves.
Close Up Of Nylon is typical of the usual
lush, Hollywood treatment of the Apex Fihn
Corp. Garments and models are handsome and
colorful, and the actors' faces are familiar.
. . . duPont's first paean of praise to their
M'onder yarn. This Is Nylon, released last year,
has now reached a million and a half audience.
Prints totalling 299 are booked solid well into
next summer — evidence of their popularitv. •
British Foundry Trade Journal Lauds
Malleable Iron's "Moving World"
•k One of the finest tributes paid business filmi
in recent months is contained in this review W(
rcjjrint from the British Foundry Trade J(mrnal
on the Technicolor motion picture This Moving.
World, produced for the Malleable Iron Found-
ers' Society of Cleveland by Roland Reed:
"This full length propaganda film in 'glorious
Technicolor.' shown by courtesy of Col. Holmes,
of the U.S.A. Military Supply Board, to the
gathering of Midland ironfounders on Septem-
her 27, was made by a Hollywood unit (Roland
Reed Productions) for the United States Malle-
able Founder's Society. It aims to impress on
the general public the significant part played by
malleable castings in their everyday life — and it
does just that!
"It gives alternate glimpses of foundry and ma-
chine-shop production balanced against shots of
the castings in their service applications in a
dozen fields.
"The changes of scene are linked by a commen
tary in forceful 'American sales key,' which yet
wilhall is easily understood by a layman.
Throughout the half hour or so of showing, the
viewer is never allowed to escape for one mo-
ment the conclusion that Malleable has some-
thing the others haven't got.
"The dynamic enthusiasm with which this is
put across is really infectious. Diagram and
solid photography are mingled with dramatic
and penetrating effect — even the complicated mi-
crostructural changes of the annealing process
are made palatable. A tensile test is so realisti-
cally put over that one flinches automatically as
the specimen breaks. There is no gainsaying
that all the arts of camera, voice, music and
color have been brought to bear in telling fash-
ion to do just what was intended — make a gen-
eral-public audience malleable conscious.
"The showing of the film has special signifi-
cance today when the Council of Ironfounders'
Association has just announced the iminent
launching of a publicity campaign designed to
make our own public 'casting conscious.' No
better way than such a film could be found."
Picture Story: as Sarra camera crew films t.v.
series for Cleveland's Society of Savings, Wal-
ter F. Meade (standing left). GriswoUl-Eshle-
man Co. and D. James Pritchard of the Society
I next to camera) ivere on hand to supervise.
Harry F. Lange. Sarra director, with script.
\
24
BUSINESS SCREEN MAGAZINE
Associarion Revises Film Story
of Rail Steel Bar to Continue Use
Sponsor: Rail Steel Bar xAssociation.
Title : Rail Sleel in the World of Today.
ir After two years of yeoman service, the Rail
Steel Bar Association's film Rail Sleel in the
World of Today (produced by Campus Film
Productions) is now in the process of revision.
Although never a big promotion in terms of
volume 1 20 prints have been distributed by
Modern Talking Picture Service) Rail Sleel . . .
has made an impressive record in terms of ac-
complishment. Designed principally for show-
ing to highway and bridge engineers, state gov-
ernment engineering groups and civil engineer-
ing associations, the film has been a major fac-
tor in the decisions of state engineers to revise
specifications in favor of using rail steel. Some
46 states now permit rail steel in bridge con-
struction (and one state — California — even re-
quires it in certain instances) while only four
permitted its use a few vears ago.
Five davs after one member of the associa-
tion. Sweet s Steel Companv, had televised it
over WPTZ in Philadelphia:
... A large oil company phoned requesting
prices of rail steel high bond deformations illus-
trated in the film;
. . . The Philadelphia iSavy Yard arranged to
show it to 10.000 employes:
Campus revises Rail Steel Bar film
. . . .■Vn industrial firm telephoned for prices
on carload lots:
. . . An architectural concern bought a copy
for their own use:
. . . And dozens of other groups requested
screenings for their members.
Although primarily a straightfor»vard indus-
trial fihn explaining what rail steel bars are and
how^ thev are used. Rail Steel . . . has an histori-
cal sequence explaining how the industry, once
thought of as glorified junk dealers, began and
has prospered. Rail steel bars are, in a sense,
second hand goods, discarded rails replaced by
new on the nation's railroad system. But the
essential metal itself is as useful as when it was
first produced. Fifty million tons a year are re-
rolled for use on bridges, buildings and other
structures where the finest high carbon, ductile
and resilient steel is required. •
«l SIXESS SC^^RE
•k State and national awards to out-
standing business films; good public
relations by business studios marked
the "Camera" news of the month. The
pictures tell the story of two outstand-
ing events that made timely copy :
"CLOSED BOOK" WINS AWARD
AIM DIRECTORS ON STl DIG TOl R
B
Art Directors Cllb i oj Detroit ) member
Clement J ianueva of J. Walter Thompson Co.,
and Otho Ball oj The Jam Handy Organiza-
tion, at the buffet table during the Directors'
recent tour of the Organization's facilities.
F.-utM Bureau 1nsur.\?.ce Companies
president Murray D. Lincoln (right)
receives the Ohio State Safety Council
"Outstanding Achievement Award for
1950" from H. G. Hays I left), general
manager of the Council. Award was
given for the organization's new safety
film ''A Closed Book" produced by
Wilding Picture Productions. Inc. The
award was made at the film's recent
world premiere in Columbus, Ohio.
Scenes at the Columbus, Ohio World Premiere of "A Closed Book
Premiere Guests at "Closed Book" shoicing in-
cluded (I. to r.) W. G. Strickfaden, city fire chief:
Mr. Lincoln: Perry Green, board chairman of
the Companies; and Col. George Mingle, direc-
tor of the Ohio State Highway Patrol.
NUMBER 8 • VOLUME 11 • 195 0
23
Award given jor ihe Better Stores Program of
the National Association of Retail Grocers.
THE COMPLETE, PACKAGED audio-visual
Belter Stores Program of the National
Association of Retail Grocers (NARGUS),
winner of the 1950 Award of Merit of the Amer-
ican Trade Association Executives, is in high-
gear operation for its second year, following re-
sults that NARGUS and sponsors agree have far
exceeded expectations. The multiplying success
of the campaign demonstrates the effectiveness
of the color and sound slidefilm in forceful,
direct communication of merchandising ideas.
Sponsors of the slidefilm series had been as-
sured of a minimum retailer audience of 20,000;
approximately 216,000 retailers and their staffs
viewed the first series of seven, according to the
grocers" association.
Three-Fold Increased Use in Field
"Bookings have tripled since the original re-
lease." Business Screen was informed by Rose
Marie Kiefer, editor of the National Grocers
Bulletin, official publication of the association.
"All who used the first-year program are repeat-
ing, and the number is growing with each show-
ing."
The basic program is adaptable for national
associations in other fields of retailing.
"We would welcome adoption of the program
by organizations in other areas of business,"
Mrs. Kiefer said. "The package in its funda-
mental plan is readily adaptable."
The Better Stores Program is sold on contract
"Your Grocery Department" shoivs impor-
tance of balanced inventories, departmental sales.
AUDIO-VISUAL METHODS IN TRAINING
National Association of Retail Grocers
Presents a Prize A-V Training Paci^a^e
PROGRAM ENTERS SECOND YEAR AFTER SUCCESSFUL FIRST SERIES
to associations, schools, vocational education in-
stitutions, wholesalers, other organizations and
individuals, at a complete cost of $100 for the
entire series of seven. The package includes:
(a) Seven color and sound slidelilms, each run-
ning approximately 28 minutes: (b) 200 book-
lets with each film (1.400 booklets in all), repro-
ducing each slide with the narrative opposite
each, for further study and reference; (c) one
complete instructional manual and Moderator's
Guide for each film; (d) suggested news releases
and publicity, and (e) suggested promotional
pieces.
Series of Seven Monthly Meetings
The presentation of the Better Stores Program
calls for a series of meetings, each taking up a
specific problem or phase of operation, by film
and round table. The meetings are conducted by
local and state grocers' associations, educational
groups, wholesalers or other organizations.
Little up-to-date material in the retail grocery
field had been available. The classes of voca-
tional schools were few and scattered, often in-
sufficient for demands from their own territories.
Associations hoping to set up their own classes
found little instructional or source data.
NARGUS was providing members with mer-
chandising aids, material for personnel training,
and engineer-drawn store layout and remodeling
service, but it was felt that an overall plan was
needed to reach the entire field of independent
retail grocers quickly and most effectively.
More Than 75.000 Retail Members
The problem was especially pertinent to
NARGUS and its 600 affiliated local and state
associations because its membership included
more than 75.000 of the 375,000 independents
who operate 92 per cent of all retail food stores
and spent 21 biUions of dollars last year for
products.
NARGUS member stores do an annual busi-
"Strategy for Selling" deals with location,
arrangement and display of stock.
ness that ranges from less than $70,000 to $22,-
000,000 under one roof. Some belong to retailer-
owned cooperatives or voluntary groups; others
are entirely independent. Some are cash opera-
tions: some are self-service, in whole or in part.
Extensive research to determine the best way
to improve the efficiency and business of all these
forms of store operation, and to benefit the con-
sumer as well, brought the decision to create a
series of complete programs, built around color
and sound slidefilms.
To adhere to the NARGUS policy of provid-
ing an objective, educational and service pro-
gram, mention of the sponsor is limited to an
opening frame and the closing frame, plus a
full-page advertisement on the inside back cover
of the "film-in-print" booklet accompanying his
sponsored production.
One Producer for the Entire Series
At Dallas Jones Productions, which set up the
program and is making the films, it was noted
that each script is completed before it is sub-
mitted to the prospective sponsor. The sponsor-
ship of Your Bakery Department, first of the new
series, had been established months before its
release in September, but in several instances the
sponsor has not been determined until a few
days before the start of production.
By completing the script in advance, Jones
explained, control of the content is retained by
NARGUS and the producer, in the interest of the
overall training plan.
"The stores for film production were selected
according to adaptability to the particular sub-
ject," Mrs. Kiefer said. "Thus, a store which
had done an outstanding job of design and equip-
ment was picked for the filming of the Design
for Selling. A store that had made exceptional
use of effective advertising was the locale for
Advertising for Selling."
Three films of the seven in the 1950-51 pro-
gram have been completed: Your Bakery De-
"Personnel for Selling" is on selection and
training as well as customer relations.
\
26
BUSINESS SCREEN MAGAZINE
■'Yoi'R Grocery Department" shows retailers
how to achiere maxirniiin total volume sales.
partment. sponsored by the American Bakers'
Association. September release, on building prof-
its through quality, variety, freshness, arrange-
ment, display and promotion: Showmanship for
5W/(ng. Quaker Oats Company. October release,
on the subject of making the store stand out from
competition, attracting more customers and build-
ing bigger sales and profit: and Advertising for
Selling. Libby. McNeill & Libby, November re-
lease, showing how to use proven methods of
advertising to build store traffic and sales volume.
Four New Films Announced for 1951
The titles of the four films to come in the
second series, and their scheduled release months,
are: Food Store Efficiency, for February, on stock
handling and check-out: Public Relations, March
release: Food Store Management, ,\pril: and
Sidelines, May release, for training in the han-
dling of miscellaneous products, among them the
little drug department and household wares.
Sponsi.trs of these four films have not yet been
announced.
The 1949-50 series, in the chronological order
of presentation, and their sponsors, were:
Design for Selling. Hussmann Refrigeration.
Inc., on store design, lighting, equipment, layout,
and departmentalization: Strategy for Selling,
H. J. Heinz Company, on location, arrangement
and display of stock: Personnel for Selling. Kel-
logg's Cereals, on selection and training, customer
relations and personal salesmanship: Your Gro-
cery Department, Libby, McNeiU & Libby, on
balanced inventories, balanced departmental
sales and maximum total volume: Your Meat
Department, Swift & Company, on proper dis-
plays, accurate pricing and records, and sales-
manship: i our Produce Department, California
Fruit Growers Exchange, on product variety,
quality, fair and plain pricing, and selling dis-
plays: and Your Dairy Department. Kraft Foods
Company, on display, variety, quality, pre-pack-
aging, and promotions.
The package program was developed to help
store operators and staffs meet today's highly
competitive conditions with specialized training.
Favorable Comments from Sponsors
Illustrative of the public-spirited sponsors'
gratification over the success of the program are
statements made to Business Screen by executives
of Libby, McNeill & Libby, and Swift & Company.
""We were so well pleased with the results last
( continued on page forty-eicht )
AUDIO-VISUAL METHODS I\ TRAINING — II
Dealers and Consumers Share Slidefilms oJ
the National Retail Furniture Association
SPONSORED PROGRAM ENTERS THIRD PHASE WITH NEW TITLES
SEEING IS MORE than believing, when the
full potentials of the business film are
brought to bear upon problems of retail
selling. Seeing then becomes convincing. The
salesman, convinced of the worth of proven sales
techniques when demonstrated in action on the
screen, invariably produces equally convincing
figures in the profit column for the boss. The
rapidly lengthening bibliography of retail sales
success stories at the company level is abundant
testimony to the power of this vehicle of idea
communication. How the sizable returns to mem-
bers of an organization of retailers has prompted
its widening use of audio-visual sales training
films is illustrated in the experience of the Na-
tional Retail Furniture Association.
Third Stage of Program Coming Up
A new series of retail training slidefilms, all
sponsored, is emerging as the third stage of the
association's program, following the reception
accorded Th^ Inside Story, 35mm color and
sound production released early this year. (The
first stage had been a slidefilm package for deal-
ers and salesmen: the second package program
now being televised, was directed toward the
consumer.)
Now comes a film to be sponsored by DuPont,
This Oshkosh (Wise.) Store built customer
goodwill with community film showings.
A SERVICE ... FOR MEN'S AND
WOMEN'S (iUBS. '- in Winnebagoiand
Color Slides With Sound for Homemakers
List of available color slldss from Kummerow's furnilure store
1, The Connecting Link
Shows key imp-^rlance of fami-
lurs store personnel in Riling
the bomemaker correct informa-
tion on home furnishings. Also
shows siie of home kcmxJs indus-
try and v-YiSt il does to make
hompmakinR easier.
2. Woods and Finishes
Identification of furniture
woods, good pointj ot plywoods
knd solid woods. Identification
of different finishes used on
3. Fornilare Conslroction
Practical application ot basic
furniture construction, with ex-
planation of inner make-up of
upholstered furniture,
4. Styles in Fabrics
Identification of basic fabric!
end their qualities. Proper use
and care of these fabrics.
Thnt niiu la n
1 bnih nrn anil •
5. Styles in Floor Coverings
Basic weaves, qualities, patterns
and colors as a foundation tor
beautiful rivim spttrnjis.
6. Styles in Furnishings
All about period furniture— 18th
Century styles. A simple presen-
tation that will be easy to re-
member,
7. Color Harmony
8. Color Balance
9. Furniture Balance
How to furnish a room properly
balancel in 'ic.-ile and style.
10. Room Balance
How to arranee a functionally
balanced room — inctudinK ALL
the furniture : '
H(
UMMEROW
with the title From Start to Finish. Whereas the
Masonite-sponsored The Inside Story concen-
trated upon Masonite's hardboard and basic
construction. From Start to Finish, 35-sound
black-and-white, concerns the exterior appear-
ance of furniture pieces.
New Picture on Wood Fimshinc
DuPont had had a black and white subject,
The Fine Art of Wood Finishing, produced by
Calvin, with sound dubbed on record. From
this beginning a new picture is to be made, em-
phasizing DuPont's Dulux and Duco finishes
and the DuPont label. Vogue-Wright is expected
to be the producer, as it was for the preceding
subjects. Cooperating with Carl J. Dueser,
NRFA's merchandising division manager, is
Whitney Robertson of DuPont.
A completed subject. Furniture Futures, with
the subtitle. Looking Back So That You Can
Plan Ahead, tells retail staff and public what
happens to the consumer dollar ivhen it goes
into the purchase of furniture.
The distribution policy adopted for the new
sponsored series is aimed toward reaching maxi-
mum worthwhile audiences by limiting prints to
retailers and schools which bought the two
earlier packaged programs.
When The Inside Story got under way, no-
tices were sent to the 1.200 furniture retailers
already participating in the visual program that
the Masonite film was available to them without
cost but only if they ordered it. Thus the asso-
ciation made certain that the production would
go to those pre-sold on the project. The Mason-
ite Corporation also advised the 1.200 that
product samples and tie-in literature could be
had on order.
24.000 FuRMTLRE Salesmen See Film
This plan assured the sponsor he had the ac-
tive interest of 24.000 furniture salesmen (based
on an average of 20 salesmen per store) and
that they knew how to project the film most
advantageously. ,\t this date 900 stores have
ordered The Inside Story.
Production procedure paralleled that em-
ployed in the making of the second packaged
series. First, two-by-two slides were made and
^vorking records cut. Test showings were given
in the New York Bronx before teachers of home
economics and student groups bv Rosanne Em-
berson, educational consultant, who had coUabo-
raled on the script with Dueser and Richard
Kostka, director of store modernization. Brad
Williams of Masonite cooperated. Reactions were
studied and revisions made and rechecked before
the film was completed.
NRFA, which has as members 9,000 of the
better-class retail furniture stores, with From
Start to Finish is bringing out its seventeenth re-
( concluded on p-\ge thirty following )
NUMBER 8 • VOLUME 11 • 1950
27
PART TWO
GETTING DOWN TO MATTERS even sim-
pler. ( yet a simple error can cause a
serious result! we are all amused at the
stories we hear from amateur processing stations
about llie snapshooler who sends his film in to
be dexeloped with no name or address on the
box. Strangely enough, there are instances of
this even in the professional film laboratory.
Perhaps it is just as well to go over the funda-
mentals.
Since so many orders placed with the labora-
tory seem to involve work that must be executed
with the greatest possible dispatch, the prepara-
tion of the original or "preprint" material is
very important. Instructions to the laboratory
relating to this material are also important since,
if the work is in a hurry, time will be consumed
in inquiries if the instructions are not plain.
Identification of the material comes first. In a
laboratory which may handle hundreds of films
a day. positive identification of the customer's
separate films is important. First and foremost,
plainly label the film leaders with the film title
and ownership, at the beginning and end of
every reel. A convenient way to do this is to
splice on leaders of positive raw stock, then mark
on the emulsion side with India ink. Label
"head" and "tail" and the reel number if more
than one reel is involved. Use a generous length
of leader: preferably six feet or so; an error on
the longer side will do no harm, because the
longer the leader the better the inside of the
film is protected.
In all probabilih the laboratory will have its
own standards for preparation of the film for the
printing operation and a long leader will give
llie laboratory more leeway in inserting its own
idcrilifying marks.
Each separate film can should also be labelled.
White adhesive tape, which may be lettered with
India ink, will be found very convenient for this.
One quarter inch tape applied to the edge of the
can may also be lettered and this makes for
quicker identification of the contents when cans
are piled or racked for storage. Films should be
identified posilively. If a subject is sent to the
laboratory for printing before the final title is
chosen, then it should be labelled, "Production
XYZ" or numbered. This is especially important
when later orders are sent. Attempts to identify
films bv a description only of the subject matter
always lead to delays. The customer who sends a
wire. "Make five prints of the carpet sales film"'
is certainly courting such delay.
.Identify All Films SpEciFiciLLV
The laboratory cannot take the time to screen
every film the customer has placed with it in
order to find out just which subject is meant.
Films should be identified specifically. It some-
limes happens that the title of a film will be
changed by the customer while the original is
stored in the laboratory vaults. We have known
days to elapse while the laboratory searched its
vaults for a new title, only to find that this
title actually referred to a film stored under a
different title sometime before.
Perhaps all such causes of delay can be
traced to psychological sources. Most 16mra.
producers who place orders in the laboratory
for duplication of their films have given long
and serious effort to the production of each
subject. The customer is so thoroughly familiar
with the subject that he unconsciously assumes
the laboratory must be as well. This is not
necessarily the case. Every good laboratory
worker regards the film as a subject for the best
possible technical handling in every branch of
laboratory operation, but it would be distract-
ing were he to attend in any degree to the sub-
ject matter of the film itself.
For instance, it is the function of a good "eye
developer" to see that an image of correct den-
sity is developed on the film; not to note the
progress of the story. Similarly, a good quality
inspector watches the screen closely for tech-
nical blemishes; ten to one he can't tell you
what the story is all about.
This principle applies all through the labora-
tory and that is why it is difficult for a labora-
tory to follow instructions which refer to sub-
ject matter. Do not send an order reading "print
from waterfall sequence to end of reel." The
Figure 2: Scheme for selling up "A and B Rolls" for produclion of lap dissolves. Lengths "L" show
fade out at end of one scene and fade in on next scene can be made to overlap with double printing.
'/t'ROLL
laboratory endeavors to maintain precise tech-
nical control and any instructions should be
precise and issued by specific title and in num-
bers of feet or frames. This will enable the
order to be filled in the speediest way.
The matter of a film's ownership sometimes
leads to complications and delays to the labora-
tory. The right to duplicate a film can only be
bestowed by the rightful owner of the film. If
ownership is transferred or more than one claim-
ant has a right to duplicate from the original,
it helps to notify the laboratory in advance.
Thorough Preparation Most Important
Preparation of the original preprint material
for processing or duplication would seem fairly
simple, yet almost any active lab will report
that this simple subject can become almost fan-
tastically complicated. First, in the matter of
original materials as yet unprocessed. The film
can should be marked clearly on the outside
with the film emulsion designation and number,
exposure, length and all other pertinent data.
Many systematic producers have "log sheets"
which contain space for each pertinent item so
that accidental omissions are minimized.
This article hasn't space to go into the matter
of density and gamma requirements, with cor-
responding processing procedure, for various
forms of picture and track, but the producer
should familiarize himself with the labortory
requirements which match his own procedure.
The technical staff of any good laboratory
should be glad to consult with the producer in
advance on any of these points, since a good,
firm knowledge of what is wanted in advance is
a help to the lab and client both.
On all "takes'' which are to be processed, a
test strip should be included at the beginning
or end of the film, exposed under the same con-
ditions as the remainder. A punch mark in the
film between this test and the regular take is
heljiful to the lab in locating it in the darkroom.
To be effective, this test portion should not be
less than two feet long. The test portion is par-
ticularly desirable Where sound track is to be
processed. It is also important that the log
sheet or other indication show plainly whether
the test is located at the beginning or end of the
film. Only in this way can the best facilities of
the lab be utilized.
These Precautions Avoid Spoilage
It hardly seems necessary to point out that
cans containing exposed and undeveloped film
should be taped up all around the edges. Simply
placing the film in black paper and running a
single strip of tape crosswise around the can is
not enough. Seal the edges of the can thoroughly
as an indication of the contents. If film is sent
111 a camera magazine, run crosswise strips of
tape across the cover indicating which part con-
tains the exposed film.
On edited, finished film, make sure that the
splices are well made. The laboratory motion
picture printer is generally a machine with
closer tolerances than the ordinary projector
and carelessly made splices are dangerous. A
professional type of splicer, kept in careful
alignment and carefully used, is a paying in-
vestment.
Unfortunately, even a short length or two of
old. shrunken material inserted in a roll of fresh
28
BUSINESS SCREEN MAGAZINE
film will endanger the whole printing operation.
Because of the close tolerances to which labora-
tory printing machinery should be kept in order
to give good, steady prints, good results cannot
be expected from original preprint material
which is so old or shrunken that the perforation
pitch is seriously affected. .-V simple shrinkage
gauge is available for measurement of this. Some-
times, by careful handling, a laboratory can work
wonders in coaxing a film through the printer,
but this operation usually has to be done at the
responsibility of the customer and is not com-
patible with the usual demand for speed.
WTien separate sound tracks are sent in for
making combined prints in synchronization with
a picture, careful attention should be paid to
the "start mark' on each component film. The
simplest way to establish this is to place a punch
mark in the leader of each film. \^~hen these
two punch marks are placed together in print-
ing, this establishes the relationship of the sound
track to the picture. The customer, in establish-
ing these marks, may elect to place them in
"dead sync," "straight across " or "editorial"
sync. All these terms mean the same thing:
that the sound track is exactly opposite the pic-
ture at any given frame.
Or, the customer may establish his identify-
ing marks as '"projector sync' or '"advanced
sync," in which case the sound track is already
advanced 26 frames ahead of the corresponding
picture at any given point.
Whichever method is used, it is only neces-
sary that the lab know with certainty which
system is designated. It is a good precaution to
establish sync marks on the leaders both at the
beginning and end of the film. This makes for
more efficient lab handling.
End Use of Soiwd Tiuck Important
In connection with the processing of film sound
tracks, the final use to which the track is to be
put should be specified for best results. Black
and white tracks for printing in combination with
color originals are processed differently than
tracks which are to be used for straight ""play-
back"" or for mixing.
Careless editing of the original, the leaving
on of various tapes, stickers or of crayon marks,
all act to hold up the normal progress of the
film through the laboratory. Film can be hand-
cleaned, tapes and stickers can be picked off
and various kinds of damage repaired at labor
charges which might have been unnecessary had
proper care been used at the sources. .And, of
course, the original preprint material is never
run through a projectorl Laboratories spend
time and research on the development of printing
machinery which will duplicate accurately every
detail of the original. Unfortunately, this in-
cludes scratches, tool
The best method of editing an original pic-
ture in 16mm. is to do the cutting and splicing
on a work print. These can be made by any
laboratory in black and white or in color. Edge
numbering the original and work print to cor-
respond is a great time saver when it comes to
the final matching of the original to the work
print. This is most effectively done in the lab-
oratory by the edge numbering machine, which
can print a clear, legible number every foot,
either on base or emulsion side of the film.
I CONTINLED ON PACE FORTY- FOUR 1
Straight Talk About
Pension Programs
FOUK COMPANIES SAY IT \^ ITH FILMS
♦ Pensions and group insurance, now as im-
portant bargaining points in labor contract ne-
gotiations as wages and hours, are a standard
fixture in most corporations' relations with em-
ployes. But selling the typical plan, which often
calls for employe voluntary contributions, has
not been as easy as it should be.
Four companies in diverse industries have
used screen communication this fall to convince
their employes that a hen tomorrow is better
than an egg today, and reported results show
that its just as important how you tell them
as what you tell them.
The four pension and group insurance films,
all produced by Palhescope Productions, are at-
titude forming in full essence rather than visual
presentation of statistics. In each case the job
has been to "pre-sell" or "advertise"' the pension
plan so effectively that employes will more
readily accept and study statistical folders and
booklets setting forth the plan in detail.
Sponsors Use V.^rying Techniques
The Ethyl Corporation, in a semi-animated
motion picture. The Future Is What You Make
It, introduced an emotional appeal into the com-
pany's contributory retirement program which
caused much greater acceptance than previously
used booklets, talks and posters.
The General Electric Company, introducing a
revised pension plan with increased benefits,
used a semi-animated film. A Story To Remem-
ber.
Doubleday & Co.. Inc.. presented an auto-
matic sound slidefilm. A Bargain In Protection,
to introduce a new group insurance plan for the
first time. It has been so successful that 99%
of Doubleday employes have now enrolled.
Partnership For The Future, General Foods'
sound slidefilm story, explained GFs program,
now over 16 years old and one of the first such
pension and group insurance plans in the coun-
try.
Films Are Only Motivating Factor
Techniques in each of the films vary — Ethyl
and GE are semi-animated slide-motion pictures,
Doubleday uses a fresh combination — unusual
and effective in films — of water color and stick
drawings, but the basis of emotional approach
is similar in each case,
.\ll presume that the film is not to be shown
as the final convincer, but to motivate an ac-
ceptance of the idea for a later closing of the
proposition after study and discussion. All strive
for authenticity of language and thought, ap-
peal in understandable terms to the basic de-
sires of all people: life and limb, job security
and happiness.
The four films make a special effort to avoid
giving the impression of '"selling a biU of goods"
— when one GE man in the film who looks for the
catch, says "Yeah, but what does the company
get out of this deal?", the film frankly explains
GE's own self interest in terms of satisfied em-
ployes, reduction of absenteeism, increased effi-
ciency.
Two of the films — Ethyl and GE — show how
modern production techniques can move fast to
get the story on the screen when it is needed.
Each was completed to meet urgent manage-
ment demand in six weeks. This is an important
consideration in these days when attitudes can
change, or be changed, quickly and decisively.
Institute-Sponsored Motion Picture
Tells Paper Product Uses for Health
Sponsor: Paper Cup & Container Institute, Inc.
Title: Safe Service, 15 min., b. & w., produced
by the \^ illiam J. Ganz Company,
♦ Throughout the country civic departments of
health have established food handlers' training
schools to teach restaurant workers how to store
and prepare food and wash dishes under ap-
proved sanitary conditions. Various films have
appeared that serve as training aids for these
schools, but none had been prepared to show
the correct use of paper cups and plates until
Safe Service was introduced recently.
The new film, a comedy of errors, presents
a wacky situation in which complaining cus-
tomer, Mr, Featherstone, is transformed into a
counterman while the man behind the counter
steps into Featherstones role and heckles him
on his handling of paper cups and containers.
Safe Service, an unpretentious little film, will
probably get its point across to its intended
audience very effectively.
Distribution is being handled by the Institute
of Visual Training. Prints are -525 each.
Food Handlers get vivid lessons in paper prod-
/// /« iiirr^" in the film "Safe Service."
NUMBER 8 • VOLUME 21 • 1950
29
Visualizing tlie Furniture Field:
(continued from pace twentv-seven)
tail sales training film in a $300,000 over-all
program since it first dipped its toes into the
educational film stream in 1947. Army and navy
film training techniques had been carefully
combed, with top retail sales executives sitting
in from the start. When the reports of jubilant
dealers and salesfolk poured in, urging others
in elTecl. "C"m' on in, the water's fine," the Prac-
tical Selling of Home Goods series was on its
way to become a package program of 15 color-
sound slidefilms.
Sold Exclusively from Headqu.\rters
The selling of the first packaged program, and
the second packaged series. Furniture Films jar
Homemakers, both of which include projectors
and screens where needed, is exclusively through
tlie association home office. Only in a few in-
stances are the films loaned, for special educative
uses. In cooperation with the U. S. Department
of Distributive Education the series are bought
by universities and other schools for their de-
partments of retail merchandising instruction.
Package prices are stepped up for non-member
and department stores. The films make no men-
tion of brand names or prices.
Five instructional bulletins are provided for
each of the 15 slidefilms in the first series, aver-
aging 15 minutes running time. They are: The
Connecting Link, Woods and Finishes, Furniture
ConMruction. Styles in Fabrics, Styles in Floor
Coverings, Styles in Furnishings, Color Har-
mony, Color Balance, Living Room Selling,
Dinette Selling, Bedroom Selling, and Founda-
tion selling — Floor Coverings. The Films Di-
vision of Vogue-Wright Studios in Chicago, is
the principal producer of this Association pro-
gram.
Package Includes Printed Accessories
The Homemakers package program includes
two series of slidefilms and records, with bro-
chure-manuals sold in multiples of 100 and 1.000.
This package is sold only to members of the
association and educators. The films run 10
minutes, except two of 13 minutes. The seven
films in this program were adapted from the
Practical Selling series by dropping and adding
frames.
The three films in Homemakers Series A are:
Room Arrangement, Upholstery Fabrics and
Floor Coverings. The four in Series B include:
Color Harmony, Styles in Furniture — 18lh Cen-
tury English, and Furniture Construction: Part I,
Case Goods, and Part II, Upholstered Furniture.
Other associations and several individual
manufacturers cooperated in the packaged pro-
grams with counsel, merchandise and funds.
Associations participating were the Institute of
Carpet Manufacturers of America, the National
Association of Bedding Manufacturing and the
Radio Manufacturers Association. Sponsoring
companies included: lamps, Paul Hanson Com-
pany; draperies, Riverdale Manufacturing Com-
pany: furniture. Dearborn Company, Drexel
Furniture Company, Jamestown-Royal Uphol-
stery Company, Kroehler Manufacturing Com-
pany, Mersman Brothers Corporation, Morgan-
ton Furniture Company, Ward Furniture Manu-
facturing Company, and John Widdicomb Co.
A BUSINESS SCREEN FIELD REPORT ON RECENT INSURANCE FILMS I
Increasing Interest in Life Insurance
THE NEW YORK LIFE INSURANCE COMPANY BRINGS
AGENTS TWO-FOLD PROGRAM FOR BETTER SELLING
Recent national surveys by organizations
outside the life insurance industry show
that market potentialities for business life
insurance are very great, but that comparatively
little is being done to tap the existing market.
One survey, directed to 12,000 wholesalers and
10,000 manufacturers, disclosed that 67% of
these firms had never been solicited for business
life insurance. Of the 33% who had been "asked
to buy," however, 75% had bought. This makes
it evident that most companies have not been
solicited, but that of those companies who had
been, 3 out of 4 had been sold.
Considering this and other similar surveys,
the New York Life Insurance Company is active-
ly promoting greater interest in the sale of busi-
"Tailor Made Dollars" deals with the personal
program selling of life insurance.
ness life insurance among its agents. It is now
showing a new 55 minute training film, Strictly
Business, to agents all over the country.
Strictly Business, produced by Wilding Picture
Productions, is the second film on life insurance
sales training sponsored by New York Life —
following Tailor Made Dollars, introduced last
year. It was written to cover the actual sales
process of selling business life insurance with
the main emphasis on "what to do" and "what
to say" rather than on "what to know." Basis
for the script was a questionnaire sent to 30 of
the New York Life agents most successful in
business life production. From the replies, boiled
down to a composite answer, a film was developed
that avoided all theorizing in favor of actual
field practice.
Strictly Business covers one sale of partner-
ship life insurance from the glimmer of an idea
to the actual closing. Two owners of a hardware
store are the prospects in this case, and they are
no "clay pigeons" for agent Fred Davis. But by
using the right methods, the right words at the
right time — New York Life's "power phrases" —
the sale is consummated to everyone's satisfac-
tion in two interviews.
Response to the film, and to the earlier Tailor
Made Dollars has been tremendous. Managers
have reported that some agents have requested
screenings again and again. One factor brought
out in the film is that if an actor can present the
problem and handle objections as smoothly as
this one does, professional agents, with much
experience, should be able to do even better.
Agents have also appreciated the opportunity of
seeing "themselves" on the job. To convince
agents that versatility is one of the keys to suc-
cess, the chief characters in both Strictly Busi-
ness and last year's Tailor Made Dollars (on
personal program selling) were played by the
same actors.
To Each His Own Specialty
When the first New York Life film was early
in 1949 last year, company officials knew that
after 104 years in the business their better agents
could be taught little about life insurance selling.
And at the same time, they realized that they
knew very little about the motion picture busi-
ness. With this firndy in mind. New York Life's
Field Training and Sales Promotion Divisions
undertook the joint project of responsibility for
determining the right sales approach in the film
and insuring that technical material was correct.
Beyond this point, responsibility for all motion
(licture aspects was left completely in the hands
of the producer.
The resulting films were produced under the
most constructive and satisfying client-producer
relationship. With all interested parties fully in
accord. Andrew H. Thomson, New York Life's
Director of Sales Promotion, was designated by
the Company to be responsible for production of
the films with the necessary authority to repre-
sent the Company at the studios during the actual
shooting.
The Result Is Better Pictures
The company is convinced that because of this
completely harmonious arrangement of each
party being confident that the other knew his
own business, better films resulted, all time dead-
"Strictly Business" shows the fine points of
selling business forms of life insurance.
30
BUSINESS SCREEN MAGAZINE
lines and production commitments were met
promptly and a lasting good relationship has
been established.
• • •
New York Life's two films are noteworthy in
that thev are devoted entirely to the practical as-
pects of life insurance selling, rather than on
background material. Previously, this S5 billion
company had used brochures, classes, charts.
graphs and other training methods — and will
continue to use them — but in conjunction with
the film as a principal sales training motivator.
While it is impossible to attribute sales results
directly to one of many training devices, the
company notes a marked increase in the number
of agents using New York Life's system of per-
sonal program selling since Tailor Made Dollars
went into use. and sales of business life insurance
have greatly increased just in the few short
months since Strictlv Business was introduced.
A New John Hancock Picture
Renews "Faith in Our Future"
Sponsor: John Hancock Mutual Life Insurance
Co.
Title: Failh in Our Future. 15 min.. color, pro-
duced bv .\Ian F. Lydiard.
* Located within easy commuting distance of
Boston. Hancock Village, a housing develop-
ment of 289 homes, is represented as a present
day counterpart of the old New England village
where neighborliness was a virtue and children
were nurtured on thrift and diligence. Much of
the film's footage is given over to a description
of cooperative living in the village — the vari-
ous activities that have sprung up. the commu-
nity ventures, such as the Cooperative Nursery
School and the modern shopping center.
First major showings of Failh In Our Future
were in the John Hancock Hall, with more than
5.000 home office members as guests. The film
was then made available to the John Hancock
field forces throughout the country for group
showings in their conununities.
Arrangements are now being made for distri-
bution to industrial firms, utilities, banks, in-
surance and trust companies, schools, colleges
and service clubs.
Faith In Our Future is available from the
Photographic Bureau. John Hancock Mutual
Life Insurance Company, 200 Berkeley Street,
Boston 17. Mass.
Lowell Thomas Narrates the interesting story
oj Hancock I illage. noted above.
Metropolitan Life Adapts TV
Program Into Annual Report Film
Sponsor: Metropolitan Life Insurance.
Title: .\etvsweek Looks at Life Insurance, 30
min.. color, produced by Time, Inc., March
of Time.
ir The film was developed from one of News-
week's weekly TV programs last winter when
the magazine s editorial board interviewed
Metropolitan's president, LeRoy A. Lincoln. Mr.
Lincoln became interested in having all Metro-
politan employes and other groups see the pro-
gram, or a film version of it. The motion pic-
ture, almost identical with the TV show, was
later produced as the company's second excur-
sion into films for annual reports — the first being
Pages From An Open Book, in 1947.
Metropolitan has a special reason for using
film in its report. With some -15.000 employe?
and 33,000,000 policy holders it would be phvsi-
cally impossible and economically impractical
for the company to undertake a personal report
from its officers to its employes or shareholder*
lit is a mutual company). Moreover, there is
much evidence that an elaborate presentation of
its annual report is positively not desired b\
policyholders because of the enormous expense
that would be involved.
But through film, it is possible to show the
report to almost all employes and to make it
available to policyholder groups, all of whom
are invited to borrow the 30 minute film at no
charge. More than 300 such groups have seen
it thus far, in addition to almost all of Metro-
politan's 45.000 employes.
"The Shadow of a Pioneer"
Is Tale of American Enterprise
Sponsor: Keystone Steel & Wire Co.
Title: The Shadow of a Pioneer, 22 min. Pro-
duced by Frances and C. L. Venard.
* Since first we saw this stirring saga of one
man s inventive labors — and the results they
brought in terms of better living for the men
and women of Keystone and better products
for its multitudes of farm and home consumer?
— The Shadow of a Pioneer has been cast across
a wide field of audiences.
It has. for example, been telecast over a single
Omaha TV station to a potential of 42.000
home receivers: educators and business leaders
have joined in calling it '"excellent as a docu-
ment for the .\merican way of life.'
For this simple storv of pioneer Peter Som-
mer. founder of the company and first inventor
of its fence weaving equipment, will be an in-
spiration to those who doubt our system. Pro-
duction by Frances and C. L. Venard is in the
mood of the story. It's available free of cost
I excepting transportation I from the Venard Or-
ganization at Peoria 2. Illinois. By all means
borrow a print for company showing. •
Plo.NEtK I'tTtK SuMMEK Is the man uhose thrill-
ing saga is told in "Shadow of a Pioneer'.
His First Fence-Weaving machine, bun: '? ; ',
founded a new industry in this land. . .
The Huge Modern Pla-\t of Keystone Steel &
if'ire Co. grew from his little factory. . .
Benefiting Both L\bor and farmers by the fruits
of his ingenuity and enterprise.
NUMBER 8 • VOLUME 11 • 1950
31
SIGHTUOUND
Bendix Acquires Victor Factory;
Curtiss Retains Projector Lines
♦ Purchase of the property and fa-
cilities of the Victor Animato-
CRAPii Corporation at Davenport,
Iowa by the Bendix Corporation
was announced last month. Cur-
tiss-Wright Corporation will con-
tinue to maintain the Victor pro-
jector business, with manufactur-
ing to be handled by Bendix.
Production of Victor equipment
and replacement parts is continuing
on a normal basis, according to
Eldon Imhoff, sales manager. Vic-
tor Animatograph headquarters
will continue to be in Davenport.
Bendix will use the new factory
quarters to handle increased pro-
duction of aircraft instruments and
accessories for the defense program.
m * *
Retired School Teacher Serves os
Merchant Marine Field Spokesman
♦ A retired school teacher, Joseph
L. Kochka, completed his fifth fihm
tour recently as unofficial good will
ambassador for the merchant ma-
rine. Mr. Kochka toured for six
months from Virginia to Florida
at his own expense showing mo-
tion pictures of the merchant ma-
rine in action.
Traveling by automobile and
trailer some 11.564 miles, Mr.
Kochka screened his films 60 times
to audiences totaling about 2.000
persons, including Chambers of
Commerce, yacht club assemblies,
schools, hotel guests, fairs, trailer
parks and other groups. He re-
ported that a typical audience re-
action after seeing his films was:
"I never realized how dependent
we are as a nation on merchant
ships and merchant shipping. What
can I do to help?"
Mr. Kochka showed three fibns
on his good will tour: America
Sails The Seas, sponsored by the
National Federation of American
Shipping; Hannibal Victory, of the
war time Maritime Commission,
and the March of Time's Uncle
Sam, Mariner? Reporting on his
trip to the National Federation of
American Shipping, Mr, Kochka
urged that a series of films about
the importance of a strong mer-
chant marine be sponsored for wide
distribution to the American people.
"These films must be general and
educational." Mr. Kochka said.
"Films that are loaded with the ad-
vertising of any one line, while
they may sell some travel space, will
not in the long run be productive
of the strong, nation-wide support
that the whole shipping industry
needs if it is going to survive."
RECEIVES CITATION FOR DISTINGUISHED SERVICES
(JTED FOR AljDIO-\'lsllAI. S|-.H\I(.I..> to thf rhurrh l>\ ih. J/llll'^ Ai. /(,7/-(TA'(T (*i-7(/crl.
secretary of the Christian Ediicatioti Department of the Africati Methodist Episcopal
Zion Church. Mr. Janiisoti Handy (right) receives award as Dr. David Bradley,
assistant secretary of the group, looks on.
* A citation for distinguished serv-
ice was given to Jamison Handy,
president of The Jam Handy Or-
ganization, producers of educa-
tional and commercial slidefilms and
motion pictures, by the Christian
Education Department of the Afri-
can Methodist Episcopal Zion
Church. The citation was present-
ed to Mr. Handy by Dr. James W.
Studio Becomes Dealership
for Sales Training Movie.
=z Senoui^ ^Pta4t(f 6u^^kc^
We'd be pleased lo screen
some of our latest produc-
tions for you. No obligation.
NEW YORK • CHICAGO
HOLLYWOOD
SLIDEFILMS • MOTION PICTURES
TELEVISION COMMERCIALS
ElCHELBERGER, secretary of the!
group, in the Detroit offices of The j
Jam Handy Organization.
The citation was given to Handy
"Tn recognition and appreciation of 1
a man marvelously matched to anl
age \vhen the tempo of life is greatly!
accelerated; one who has discov-
ered a way to use new media-
audio-visual aids — to step up the
processes by which the human mind
absorbs knowledge; one who ha
made his firm a democratic com-
munity by employing personnel on
a basis of ability, without regard to
accidental frames of reference."
Other civic, religious and educa-
tional leaders who have received
citations from the African Metho-
dist Episcopal Zion Church for dis-
tinguished service include: Presi-
dent Harry S. Truman, Mrs. Elea-
nor Roosevelt, Dr. Harry Emerson
Fosdick and Ford Frick.
THE REFERENCE SHELF
The New Audio- Visual Literature
No. 1. The Handling, Repair and
Storage of 16mm Films. Write
Sales Ser\ace Division, Eastman
Kodak Company, Rochester 4, N.Y.
• A publication of special interest
to film libraries.
No. 2. Stoeuge of 16mm Motion
Picture Film in Active Libraries.
Write Sales Service Division, East-
man Kodak Company, Rochester 4.
• Practicable information for film
library personnel.
No. 3. Movie Projectors in Pub-
lic High Schools. U.S. Office of
Education Pamphlet No. 109. Fif-
teen cents. Write Superintendent of
Public Documents, U.S. Government
Printing Office, Washington 25, D.C.
• A report by Dr. Seerley Reid on
a statistical study showing that
20,471 (84%) of all U.S. public
high schools have 16mm sound pro-
jectors; that they own 27,257 pro-
jectors (1.33 machines per school) ;
that 53% of the projectors were ac-
quired with tax funds, 47% with
non-tax funds; and that 16% of the
projectors were purchased before
1940, 25% in the period 1940-45,
and 55% after 1945.
No. 4. 102 Motion Pictures on
Democracy. Publication of the U.S.
Office of Education. Twenty cents.
Write Superintendent of Documents,
U.S. Government Printing Office,
Washington 25, D.C.
• A compilation of data on motion
pictures impinging on the theme of
democracy and the American way.
No. 5. Handbook, 24 pages; Tape
Recording in the Classroom. Avail-
able upon request to Minnesota
Mining and Manufacturing Com-
pany. 900 Fauquier St., St, Paul 6.
32
BUSINESS SCREEN MAGAZINE
LEADER in slide film recording
. . . because RCA VICTOR
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packaged in special slide film shipping cartons when desired.
-k An extensive music library service.
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Contact an RCA Victor Custom Record
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Write for our Custom Record Brochure today!
Read big ne>A/s about RCA Service Company's
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CHICAGO: 445 North Lake Shore Drive
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Whitehall 4-32 15
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HOLLYWOOD: 1016 North Sycamore Avenue
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Radio Corporation of America
RCA Victor Division
NUMBER 8 • VOLUME 11 • 1950
33
In the
U. S. Films fo Help Farmers
In Mediterranean Countries
♦ Till' IXA is counting on films to
lead the way in getting needed farm
information before the peoples of
the Marshall Plan countries. Mobile
units to show agricultural films,
largely from the Department of
Agriculture, in the Mediterranean
countries are being organized, ac-
cording to Keith Himebaugh, di-
rector of the USDA Ollice of Infor-
mation.
The small newspaper circulation
in the farming areas of those coun-
tries, and the insignificant number
of radio receiving sets, make films
the most likely medium for the job,
according to Himebaugh. who in the
past year has studied the problem
firsthand in Europe.
"What Are We Fighting For?"
Answered by Signal Corps Film
* Aiiiericas millions whn have re-
peatedly asked the question, "What
are we fighting for?" are partially
answered by the soon-to-be-released
SiG\AL Corps motion picture. The
Crime of Korea, which contrasts
the fruits of peace with the grim-
ness of war.
Korea, the gay country celebrat-
ing independence from Japanese
domination, is visited for the first
time by a war correspondent with
the liberating troops of World War
II. Rich fields yield heavy crops
and normal business is carried on
tliroughout the country. Happy Ko-
reans parade in towns and the farm-
ers follow their pursuits under the
banners of a free republic. How-
ever, to the north of the 38th paral-
lel, the Hammer and Sickle appear
in the streets, the communists raise
loud and persuasive voices to stir
unrest.
A few years lapse, and once again
the correspondent is assigned to
Korea, but this time with the
United Nation troops. The scene is
now one of devastation, destruction
and death. Retreating communist
forces have razed industry, ruined
crops, burned homes and murdered
and tortured untold numbers of in-
nocent civilians.
Captured UN forces, subject to
the same brutality, are treated with
complete disregard of the rules of
humane warfare. This was the
warning to all who do not embrace
comnmnist ideology. This is the
communist way of "showing the
world."
In just 13 minutes, The Crime
mtmm ^AK^D
NEWS ABOUT FILMS AND PRODUCTION TECHNIQUES
of Korea gives a reason for all
democratic peoples to fight against
communist aggression. To this end,
the people and industry of America
are mobilizing to furnish the spir-
it, force and supplies and equip-
ment necessary to keep tliis coun-
try and other democratic nations
ready to repel any aggressor.
Excellent for showing to plant
employes, community and social
groups and all those concerned
with the current crisis. The Crime
of Korea is available on a loan ba-
sis from local Signal Officer head-
quarters. Prints may be purchased
from United World Films, Inc.,
1445 Park Ave., New York, New
York, in the near future.
Land Camera Brings Results
In Byron's Piston Ring Film
♦ The Polaroid Land Camera came
through in its role as a "super
script clerk" at Byron's studios in
Washington, D. C, in tlie making
of See Cassidy, two -reel commercial
Kodachrome film just completed for
the Kopper's Company 1951 sales
campaign on American Hammered
Piston Rings.
Before the picture and soimd
cameras went into action a still pic-
ture was made at the beginning of
each important scene. A still also
was taken at the .end of each scene
photographed out of script se-
quence. When a silent close-up or
insert shot was to be by-passed tem-
GENERAL ELECTRIC
ua^^
PATHESCOPE PRODUCTIONS
MOTION PICTURES • SLIDEFILMS • TV
580 FIFTH AVENUE, NEW YORK 19, N. Y.
PIAZA 7-5300
Polaroid Camera still used ,
production of "See Cassidy.'
porarily, a still of the set-up was
made, registering all details needed
for scene duphcation later, enabling
the agency representative to produce
"production stills" daily for the
sponsor.
Help Check Lighting, Makeup
While the cameramen made many
test shots to check lighting and
makeup, director Rodney B. Rad-
ford, assistant to Byrons president
numbered and filed each still.
Byron also recently delivered
three 15-minute color training films
to the Naval Dental School at
Bethesda, Md., and two 15-minute
training films in color to the
Bureau of Ships, U, S. Navy.
The dental films, primarily for
training internes, general post-grad-
uate officers and specialists, are:
Complete Dentures — Alginate Im-
pressions, showing the techniques of
taking non-pressure impressions;
Partial Dentures — Bio-mechanics, a
table clinic demonstration, and
Complicated Exodontia — Introduc-
tion, emphasizing the importance of
good access, unobstructed path of
exit, and the use of controlled force.
Training for Seamen Painters
A new metal surface conditioner
for ship painting, BuShips Formula
117, is introduced in the two films
for training seamen painters. It is
designed to convince them that they
are being supplied with the best
paints. Scripts for Topside Paint-
ing— Pre paration and Topside
Painting — Application were written
in cooperation with a committee
from the National Security Indus-
trial Association.
Prints of the films on ship paint-
ing may be had on loan from the
Training Aids Sections of the Naval
Districts, and prints of the new den-
tistry films will be made available
to the Training Aids Sections and
the major naval stations.
NSC Wood Products Section
Again Honors Horry Lange
♦ Harry W. Lange, Sarra's pro-
duction manager, has been named
for the second year to the executive
committer of the Wood Products
Section of the National Safety
Council.
34
BUSINESS SCREEN MAGAZINE
lew Speech Training Series
,nnounced by Safety Council
Speaking oj Sajcly. a new
?ries of six souml slidefilms
liowing supervisors and fore-
len how to address and con-
uct meetings, has been an-
ounced by the National Safety
louncil. The series was pre-
ared under the guidance of
)r. Irving J. Lee, School of
peedi. Northwestern Univer-
ity. Evanston.
The Speaking of Safety series
ras produced for the Council
ly Sarra. Inc. under the super-
ision of Joseph Betzer. plan-
ling chief and Harry Lange. in
harge of production.
The Power oj Speech, first in
he series, lists occasions when
orenien and supervisors may
>e asked to speak and explains
he diiJerence between a formal
ind a working speech. The pur-
)Ose of a speech, from the audi-
■nce and speaker standpoints, is
dso discussed.
Physiological reactions that
:ause stage fright and how to
jverconie them are explained in
Buller/lies in Your Stomach.
.vhile four methods of prepar-
ing a speech, stressing the rec-
ommended method, are outlined
in The Key to Good Speaking.
On Your Feet explains what
to do ph\'sicallv when making a
talk by showing how to stand,
the purpose of movement and
how to do it effectively, what
to do with the hands and where
to look.
Actual speech making is cov-
ered in Aoic iou're Talking.
Vocabulary and phrasing of
ideas, voice volume and the
speakers attitude are discussed.
Holding the audience's atten-
tion, the most difficult test of a
good speech, is illustrated in
Ring the Bell, which tells how
to "break the ice." and explains
the value of demonstrations,
scale models or mock-ups. films,
still pictures, graphs, charts and
diagrams.
Further information on the
availability of this series may
be obtained from the National
Safety Council. 425 N. Mich-
igan Ave., Chicago II, 111.
♦ • »
71 Major Markets Sans TV
♦ One of televisions key prob-
lems for 1951 is indicated in
the continued FCC "freeze"' on
station construction which now
denies TV to 71 major I. S.
markets. Another is making
video an economic "buy" for
advertisers, despite its cost.
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• QUICK, EASY SET-UP . . . Simply lift oflf lid— no ma-
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MEET SHOW PROBLEMS ^ITH THE AUDIO-VISUAL PROJECTIONIST'S HANDBOOK
The very complete and graphic tvvo-color guide to projection equipment and fihns, etc., as well as
better business film showmanship is The Audio- threading diagrams of standard sound projectors.
Visual Projectionist's Handbook. It contains step- Order today, at Sl.OO per copy, from Business
bv step plans for putting on a good showing, handling Screen. 150 East Superior Street. Chicago II.
NUMBER 8 • VOLUME 11 • 1950
35
Health Values of Milk Shown
In New Bowman Dairy Film
♦ A comprehensive stud)' of milk,
from cow to table, is made in the
Bowman Dairy Company's latest
sound motion picture, To Your
Good Health, produced by Atlas
Film Corp.
Care and feeding of different
breeds of milk cows, sanitation and
pasteurization, modern processing
and bottling equipment are all dis-
cussed to point out the important
part today's dairy farmer and mod-
ern dairy plants play in producing
highly nutritional foods essential to
good heahh.
Prints of the new color film are
available for showing through the
Bowman Dairy Company. 140 W.
Ontario. Chicago, 111.
Handy Uses Underwater Film
For Swimming Clinic Lesson
♦ Jamison Handy, president and
founder of The Jam Handy Organi-
zation, and other executives and
representatives of the company ad-
dressed recent meetings in various
fields of interest.
President Handy, onetime holder
of a wide variety of swimming rec-
ords and credited as one of the in-
ventors of the American crawl
stroke, spoke on "Where Do We Go
from Here " before the Fifth Annual
Red Cross Swimming Clinic in De-
troit. The advocate of streamlining
and retiming swim strokes present-
ed underwater pictures to prove his
points.
College Public Relations Leaders
Study Use of Promotional Films
♦ Indicative of the growing use of
films by leading schools and col-
leges to seek endowment funds and
enroll new students was the session
devoted to films at the annual re-
gional American College Public
Relations Association convention
in Hartford last month.
Typical of new films shown to
illustrate how films can serve in
fund raising was Wagner College's
Beauliful Upon The Hill. 22 min-
utes, color, produced by Campus
Film Productions.
Westrex's Foreign Managers
See New Magnetic Recording
♦ Managers of Westrex Corpor\-
tion's foreign subsidiaries who con-
ferred recently in New York with
home office executives saw the new
Series 1000 portable magnetic film
recording system in actual opera-
tion.
Attending were R. F. Crews. In-
dia; J. J. de Boer, Cuba: W. H.
Meisel, Puerto Rico; D. L. Smith.
Venezuela; W. S. Tower, Jr., Aus-
tralia; D. van Spankeren, Indone-
sia; and H. V. Zeppelin. Argentina.
X5I1W I?IB®a)W(B^i
The Latest in Audio-Visual Equipment and Accessories
Brumberger's 1951 Catalog
♦ All steel photographic accessories
Essential Uses of Projectors Is
Stressed for Defense Era Ahead
♦ The highly essential role played
by audio-visual aids in World War
II was being .studied by equipment
manufacturers in the closing months
of 1950. With cutbacks and metal
shortages in prospect, it is felt that
industry needs will be provided by
some form of priority system.
New Automatic Leader Strip
♦ A new automatic leader strip,
BuFiT, prevents film scratch at its
source, Gordon Instruments an-
nounces. The product is impreg-
nated with Lycron, a burnishing
and cleaning compound for not only
removing all dirt, grit and emulsion
pile-up from the path of the film
but also buffiing away burrs and
scratches on the metal parts.
of the Brumberger Company, Inc.,
Brooklyn, N. Y., are illustrated and
described in the company's 1951
catalog, available on request.
Among products treated are the
Brumberger movie reels and cans,
reel chests, slide and stereo binders,
files and viewers, contact printers,
Darkroom Safelight, paper safes
and master phones.
A Light Fiber Shipping Case
♦ A light-weight fiber shipping
case, designed especially for tran-
scriptions and film strips, has been
introduced by the Compco Corpora-
tion of Chicago. The case is avail-
able in different sizes for 16", 12"
and 10" discs.
...he took her in
his arms and
their lips met
Ideas come to life when expressed VISUALLY...
SLIDE FILMS • MOTION PICTURES • fILMS FOR TV
The 1951 Ampro Premier 30
Dyna-Tone Sound a Feature
Of 1951 Ampro Premier 30
* Dyna-Tone sound is one of eight
improvements featured in the 1951
Ampro Premier 30. says Howard
Marx, vice-president in charge of
sales of the Ampro Corporation,
Chicago, adding that a clear range
of tone peaks from violin to piano
reach the listener with a fidelity of
ahnost actual musical instrument
presence.
Noted also are a new electronic
hook-up offering a frequency range
of 40 to 15.000 cycles; a new am-
plifier that permits blended simul-
taneous use of a microphone, phono-
graph turn-table and sound film; a
heavier duty speaker for delivery
of music and voice reproduction
with greater capacity and frequency
response.
Special high priced lamps are un-
necessary with the new screen il-
lumination, according to Marx, who
explained that the company's engi-
neers had projected 300 lumens
from a standard pre-focused 750-
watt lamp.
New 1 2-Pound Record Player
Introduced by O. J. McClure
♦ O. J. McClure of Chicago has re-
leased its new light-weight, many-
purpose record player to the public.
Weighing only twelve pounds, the
new machine plays records of all
kinds, all speeds and all sizes, and
is appropriate for training rooms
and small auditoriums alike. It is
also suitable for converting into a
sound slidefilm machine by merely
attaching or enclosing a 300-watt
projector — the total weight, size
and cost still within the range of
junior size machines.
Full details are available from
O. J. McClure, 1115 W. Washing-
ton Blvd., Chicago, III.
Continued production of quality
sound slidefilm equipment is being
maintained by this Chicago manu-
facturer.
36
BUSINESS SCREEN MAGAZINE
Dostal Named Chairman of
NAVA 1951 Sales Institute
♦ John J. Dostal, field sales
manager of the Visual Prod-
ucts Section. RCA Victor Divi-
sion. Camden, New Jersey,
was elected chairman of the
Board of Governors of the 1951
Natiiinal Institute for Audio-
\'isual Selling at a recent week-
end meeting of the Board at
Indiana I niversity. Blooming-
ton. Indiana. The institute is an
annual 5-day specialized train-
ing school for audio-visual
dealers, salesmen and film li-
brary managers, conducted as a
cooperative project of the Na-
tional Audio-Visual Association
and the Audio-Visual Center of
Indiana University.
War Economy Theme
General plans for the 1951
Institute were set up with the
central theme "how to do busi-
ness in a war economy" em-
phasized in each of the four
courses: Business Management.
Salesmanship. Sales Manage-
ment and Film Library Man-
agement.
H. Herbert Mvers. presi-
dent of the Charles Beseler
Company. Newark, N. J., will
give a condensed version of his
class on "Sales Management."
and John Dostal will present a
capsule version of "Salesman-
ship" at the 1951 NAVA con-
JoH> J. Dostal
vention in Chicago for the
benefit of members who have
not attended the Institute.
Several Courses Revised
Extensive consideration of
students" opinions concerning
the 1950 Institute resulted in
several course revisions by the
Board of Governors. The Film
Librarv course was thoroughly
reworked and is now planned
as a "workshop'" in which the
participants will use their own
(CONTINUED ON NEXT PAGE I
HOV«
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A BUSINESS FILM REFERENCE AND RESEARCH LIBRARY AT YOUR SERVICE
Write today for complete details on the Film Guide servnces have now been improved to meet your needs.
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available to subscribers. These economical reference E. Superior. Chicago 11. Write today — don't delay!
M M B E R 8 • \ O L U .M E U
1950
THE
IN A
PEO
OLDEST NAME
GRICULTURAL FILMS
Production
Distribution
RIA 2, ILLINOIS
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AUTOMATIC
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VISUAL EQUIPMENT
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WITHOUT COST OR OBLIGATION PLEASE
□ Arronge for o cost. free demonstrotlon of the
New Du Kane unit. □ Send New circular.
NAME
ADDRESS
CITY STATE
Film Trades Council Formed
At 16mm Session In New York
♦ A forum for iliscussiuu of prob-
lems confronting the 16mm film in-
dustry, in all its fields, is the ob-
jective of the New York Film
Trades, a new organization formed
recently in New York. The tenta-
tively named association will be a
local affiliate of NAVA.
Larry Saltzman of Audio Fihii
Center, who is NAVA treasurer,
led the discussion. A committee
chosen to set up the organizational
structure includes Dr. Anatole Lind-
say of Films, Inc.; Charles Rosen-
blatt, Ideal Pictures Corporation;
Harry Post of Post Pictures; Har-
old Baumstone, Almanac Fibns;
Maurice Groen. Fihns of the Na-
tions; and Saltzman.
Sam Goldstein of the Common-
wealth and Guaranteed companies,
who lost his life in the Long Island
train crash a few days later, also had
been named to the committee.
Jam Handy Executives Tell Visual
Applications at Group Meetings
George B. Finch, vice-president
in charge of sales, addressing an
Industrial Marketers Association
meeting in Detroit, told of the many
visual aid facilities of The J.4M
Handy Organization and the un-
prejudiced approach in doing the
job for the customer.
Leonard Yoder, Wilfred Rut-
ledge and Paul Bencks, of the Or-
ganization's Special Devices Di-
vision, discussed the application of
audio-visual aids to Naval training
at a meeting of the Naval Research
Reserve Unit at Dayton. They
showed elenientar)' and basic small
devices and presented training fihns.
Chindblom Now at Transfilm
♦ Richard N. Chindblom is now
heading slidefilm production for
Transfilm, Inc. He was formerly
in charge of production supervision
for Bray Studios. During the last
war he was chief of project super-
vision in the Navy Training Film
Division. Earlier associations were
with Pilot Productions and Pathe-
scope.
Claude Lee to Motion Picture Ad
Service as Divisional Sales Exec
♦ Claude F. Lee, former vice-presi-
dent of Tom Connors Associates,
has joined Motion Picture Adver-
tising Service Co., of New Orleans
as divisional sales manager for the
Northeast. Mr. Lee was director of
public relations for Paramount Pic-
tures prior to his association with
the Tom Connors organization.
I
NAVA Sales Institute Plans
Center on War Economy Theme
(cont'd from preceding page)
problems as a basis for group
learning. Sales letters, catalogs,
mailing pieces and office forms
now being used by each partici-
pant will be examined and ways
to improve them will be worked
out, under the guidance of ex-
perts in the commercial film li-
brary field who will serve as
instructors.
Present at the meetings were:
Hazel Calhoun, president of
NAVA and of the Calhoun
Company. Atlanta, Ga.; Ed-
ward F. Arendt, Swank Motion
Pictures, St. Louis. Mo.; Rob-
ert L. Shoemaker, Operadio
Manufacturing Company, St.
Charles, 111.; Norma Barts,
British Information Service,
Chicago, 111.; Don White,
NAVA. Evanston, 111.; H. Her-
bert Myers. Charles Beseler
Company. Newark, N. J.; Frank
E. Creasy, Motion Picture Sup-
ply Co., Richmond, Va. (elect-
ed secretary of the Board of
Governors; and John Dostal,
Visual Products Section. RCA
Victor. Camden, N. J.
Indiana University staff
members who participated in
the week-end meetings included
L. C. Larson, Ernest Tieman
and John Persell of the Audio-
Visual Center; Cliff Berger and
Karl Rahdert of the School of
Commerce; and G. Elwood
Hookey of the School of Dis-
tribution.
A SCRIPT SERVICE
Specializing in a creative
approach to motion pictures. Production-wise
shooting scripts and narrations on which spon-
sors and producers can depend.
SID ABEL— SCRIPTS
1830 JEFFERSON PLACE, N. W.
WASHINGTON 6, D. C.
NATIONAL 8034
38
BUSINESS SCREEN MAGAZINE
opis on
Mesa"
Lens Covered Until Crew Wins
Hopi Indians' Okay to Shoot
* The Hopis of northern Arizona,
reportedly photographed for the
first time, are the subject of Hopis
on the Mesa, the second of a full-
color series on American Indian
tribes being produced by Sidney J.
Waix, Inc.. for the P. Lorill.\rd
Company. The first film was Semi-
noles of the Everglades.
Showing the Seminole film to
members of the Hopi Tribal Coun-
cil broke down the resistance which
credentials from the L. S. Commis-
sioner of Indian Affairs and the In-
terior Department could not shake.
To gain the confidence of Walpi vil-
lagers, producer Alan Shilin and the
cameramen kept the lens covered
while they showed the camera and
promised to photograph no one
without permission, and after six
days shooting began.
On the 6,000 feet of Kodachrome,
shot in four weeks, the crew re-
corded the primitive farming tech-
niques, pottery-making, playtime
activities and the eagle and buffalo
dances of the Hopis.
Diesel Film Shot In Denmark
♦ Shots for A History oj the Diesel
Engine are being made in Denmark
by Shell Oil Company in depict-
ing the early development of Diesel
motors. Burmeister & X'i ain built the
first Diesel-driven ocean vessel in
Denmark.
"Your Air Force In Action"
Released by U. S. Air Force
♦ 1 our Air Force in Action, dra-
matic documentation of the part
|ilaycd by the \J. S. Am Force in
the Korean crisis, has been cleared
fur public non-profit screenings.
Many of Americas finest ships.
including the F-80 jet plane, F-51
Mustang, the B-26 medium bomb-
ers and B-29 superforts are shown
in action, carrying out their roles
in the Korean defense.
Suitable for showing to all age
groups. Your Air Force in Action
may be borrowed from Area Con-
trol Film Libraries servicing in your
locality as follows:
Hq. Middletown Air Material
.\rea. Olmsted AFB. Middletown
Pa.: Hq. Mobile Air Material Area
Brookley AFB. Alabama: Hq. Og
den Air Material Area. Hill AFB,
Ogden, Utah; Hq. Oklahoma Citv
.\ir Material Area. Tinker AFB
Oklahoma City. Oklahoma. Hq
Sacramento .\ir Material Area. Mc
Clellan AFB. Sacramento. Calif.
Hq. San Antonio Air Material Area
Kelly AFB. San Antonio, Texas
Hq. Warner Robins Air Material
Area. Robins AFB. Georgia.
\^ ithin the near future, prints
mav be purchased through L nited
World Fihns. Inc.. 1-145 Park Ave..
New York, N. Y.
* » *
Saving Breast Cancer Patients
♦ Eighty per cent of women afflicted
with breast cancer could be saved
from disastrous effects if they sus-
pected it early enough, according to
the new medical color film. Breast
Self-Examination, available from
.\ssoci.\TiON Films, Inc.. for show-
ing to women's groups. The Amer-
ican Cancer Society sponsored the
production. .4 live model is used to
explain the steps of examination by
a phvsician. Presence of a doctor at
the film showings is recommended.
Chemistry's Impact Is Theme
♦ The many impacts of chemistry
on everyday living is the subject of
Tomorrow Today, 20-minute color
film made by Crawley Films for
Caxadl\.n Industries. Ltd.
TRANSMISSION "T" Stop Calibration
L
DESIGNING and
MANUFACTURING
Of
Specialized lens
mountings and
equipment for
16mm & 35mm
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Animation Equipment :.
MOTORS for
Cine Special. Maurer
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LENS COATING
'John Clemens — Erwin Harwood
NATIONAL CINE EQUIPMENT^
INC.
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RENTALS — SALES
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others for Motion
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HOLLYWOOD
... A VERY GOOD PLACE
TO PRODUCE MOTION PICTURES
TO HELP SELL THINGS . . .
Great concentration of skilled picture-making
craftsmen . . . limitless facilities, equipment.
Ac TELEFILM studios the production effort in TV films concentrates its
oun special lacililies and experienced personnel jot making Compelling
pictures, losded with sales impact and interest . . .
shaped to yOUr sales situation.
Some of TELEFILM'S
selling films help sell..
ICE CREAM (for Diced Cream)
BEER (for Acme)
ORANGES (for Siinklst)
FROZEN FOOD
(for Stokely-VanCamp)
REMEDIAL (for Knox)
ED WYNN, BOB HOPE,
MILTON BERLE (for NBC)
...and many others
Ask for "TV Audition Reel SI"
TELEFILM
INCORPORATED
Succe /9SS'
HOllTWOOD 3t, CALIFORNIA
NUMBER 8 • V O L U .M E 11
1950
39
■/Sii^yj§J@^J in the m\BWJ$
Si'oT AiWcn Nc;KM^:^TS for .\B(^'s hig
comedy shows (inchiiling Ed tl yon) orr
being produced by Telefitni.
Telefilm Produces New Spot
Series for N. Y. Television
* Although most of the big com-
edy shows for television are pro-
duced in the east. Telefilm, Inc. of
Hollywood has been selected to
make a series of 16mm spot an-
nouncements for such shows as Mil-
ton Berle. Ed Wynn, Eddie Cantor.
Bill Gargan, Bob Hope and the Ber-
gen-Disney Christmas show.
Norman Blackburn, now Direc-
tor of Television Production, NBC
Network. Western Division, and
formerly National NBC Program
Director, selected the west coast
producers because of the availabil-
ity of Hollywood talent.
Telefilm, in addition to writing
its own scripts and producing on
its own sound stages, follows
through with sound recording and
printing and complete laboratory
work, all under one roof.
Multiple Shooting Method Is
Devised by Sarra Executives
* A multiple camera shooting
method devised by Sarha's produc-
tion manager, Harry W. Lange, and
the producing company's director
of film planning. Joseph G. Betzer.
is being used in the making of a
series of four 15-minute TV shows
titled kitchen Tricks. Ruth Crowley
and Ed Roberts star in the pro-
grams on film, with hints for home-
makers. The DoRMEYER Corpora-
tion is sponsoring tlie series.
The first program was released
this month for use on six stations.
Scripts are by Helen Krupka of
Sarra.
* Film commercials produced by
Sarra being used by new network
television shows include Armour &
Company's "Pantry Shelf Meal"
commercials, on Stars over Holly-
wood, NBC: Rit and Shinola, on
"Penthouse Party"', ABC. for Best
Foods. Inc.; the opening of Hudson
Motor Company's "Billy Rose
Show," NBC; Nash Motors, on
"Airflyte Theatre." CBS; Pure Oil
Producers Deliver Quality C
New Techniques Developed
Compans'. starring Lyle Van, "Who
.Said That?". NBC.
Color Controversy Unresolved As
RCA Shows Improvement In System
♦ W liile CBS was continuing to
drau large audiences to its Man-
hattan previews of color television,
the color controversy was apparent-
ly no closer to a decision as the new
year began, despite recent RCA
showings in the East of its improved
electronic color system.
Exigencies of the upcoming de-
fense program would seem to put
the entire subject in mothballs
I where many TV manufacturers
prefer to keep it for awhile) . Cer-
tainly there will be no great en-
oinmercials for Netvirorks;
for Television Advertising
couragement by government of con-
sumer spending for this luxury.
Moreover, the huge additional drain
on film manufacturing facilities
« ould also be an unfavorable factor
at a time when X-ray fihn and other
armed forces requirements were
impending. Much as we'd like to
see color, we probably won't unless
the world crisis is resolved in '51.
♦ Chicago viewers (a limited
group) will see the first Phone-
VISION tests scheduled by Zenith to
begin January 1st.
♦ Famous Studios. New York, has
completed five 90-second spots on
Grape Nuts Flakes for General
Foods (through Young & Rubicam) .
E R G E N C Y !
Here's your opportunity to:
Pre-condition your salesmen.
Ready them for allocation selling, counseling
and non-selling services.
Develop replacements.
Let us help you. We have a package of four 1 5-minute
sound slidefilms available NOW for your immediate
use, on:
HUMAN RELATIONS IN SELLING — deals with proper
relations with customers; actions; promise fulfillment; keep-
ing customers.
THE ATTITUDE THAT GETS BUSINESS (and keeps
it) — herein is shown how right mental attitude toward
himself, his product, his company and customers or prospects
lends much to his effectiveness.
PRIDE IN PRICE — dispels fear of price-resistance — shows
price always relative — buying seldom on price alone — don't
take price resistance too seriously.
ARE PROSPECTS DIFFERENT? — deals with handling
many types of customers: "know-it-all", "timid", "hard-
boiled", "too busy", etc., showing all are similar from stand-
point of needs, and how to handle each.
Let these four films help you develop your men along lines
of better human relations, attitudes and techniques that will
keep customers sold on your company.
WRITE OR WIRE
6108 SANTA MONICA BOULEVARD
HOLLYWOOD 38, CALIFORNIA
John ^^^ll ()ti, Ji:. uith tinting mech-
anism used in l/mcdnjisc Idms tni lits new
If G.^-TI program series.
Time-Lapse Photography Is
Explained in TV Film Series
♦ Time flies through several months
in a few seconds in Seeing the Un-
seen, a new WGN-TV weekly series
launched in Chicago on December 8.
John Nash Ott, Jr., a pioneer
in time-lapse photography, is con-
ducting the series in demonstration
of the potentials of the process in
the fields of medicine, biology and
agriculture. Ott produces and dis-
tributes industrial, advertising, re-
ligious and scientific films using the
time-lapse principle, from his stu-
dios in Winnetka, 111.
A quarter-century ago Ott com-
mandeered the kitchen clock to de-
velop the automatic timing device
required for his experiments. Today
his studio is a maze of intricate con-
trol panels, cameras, lights and
plants. These were shown in a film
he presented at the first TV show,
in explaining how he makes time-
lapse pictures.
Plants span the stages from push-
ing their first blades through the
earth to blossoming and wilting, all
in a few seconds, in another of his
pictures. This was done by exposing
single frames of 16- or 35mm film
at intervals varying from three min-
utes to an hour, and then, in pro-
jection, multiplying the rate of
growth thousands of times on the
screen.
The second program, on "ar-
rested motion." featured interviews
with winners and judges of the In-
ternational Speed-Light Contest and
included the showing of the winning
pictures.
The technique of taking home-
movies at Christmas was the Decem-
ber 22 telecast. A three-minute seg-
ment. Ballet of the Flowers, which
took five years to film, is a feature
of the December 29 show.
The same technique is available
in a series of educational films avail-
able on purchase or rental from this
producer.
40
BUSINESS SCREEN MAGAZINE
tern Region NAVA Meets
Asbury Park April 13-14
SAVA"s sriicdulo of regional
etings in l^Sl is now complete.
1, the -etting of the Eastern anil
w England regions" joint meet-
; April 13 and U at the Berkeley-
itcret hotel in Asbury Park.
J. Formerly held in conjunction
th the .\merican Association o(
hool Administrators in Februarv
Atlantic City, the meeting will he
charge of Milt Stark of Stark
1ms. , .
General Chairman Hershel Smith
Jackson. Miss., will have Jasper
,ving, Sr., of New Orleans as gen-
al "^-o-chairman of the central
■gional meeting January 18-20 at
le Buena Vista hotel in Biloxi.
ommittees announced by Chair-
lan Smith include; program chair-
lan. Malcolm Ewing of Jackson:
ith Donald Smith. San Antonio,
nd Jinmiie Bell. Atlanta: entertain-
lent chairman. Jasper Ewing. Jr..
fith Tavlor Hoynes. Atlanta, and
ohn Moffitt. Montgomery. Ala.:
>ublicitv chairman. Ed Stevens. At-
anta: Norman Moffitt. Little Rock,
\rk.. and Kermit Kaiser, Memphis,
r™"- . -,1 I,
The Western meetmg will be
January 26-27 in Berkeley, Calif.,
with Caswell C. Elkins as general
chairman.
New flhns and equipment will be
shown at the regional meetings.
Several manufacturers and film pro-
ducers will have regional sales meet-
ings at the same time as the NAVA
gatherings.
Electro Purchases lllustravox
Division of Magnavox Company
♦ Douglas Chirite's Electro Ex-
GINEERINC AND MANUFACTURING
Company, Detroit. Mich., has pur-
chased the iLLUSTRAVOX DIVISION
of the Magnavox Company.
Dave Carto continues as sales
manager of the division.
In New York It's
nilDV EDITORIAL
K l) D 1 SERVICE, INC.
Comp/ete film Editorial facilities
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ALL NEW MOVIOLA EQUIPMENT
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RCA Heralds 20th Year with
Historical Equipment Display
♦ To mark the 20lh anMi\ersary of
RCA's introduction of the first suc-
cessful sound motion picture pro-
jector, the RCA Audio Visual Sec-
tion will feature an historic display
of early motion picture equipment
at the UTth meeting of the Ameri-
can Association for the .Vdvamc-
ment of Science.
Also planned is a demonstration
showing salient features of both the
Senior and Junior versions of
RCA's present Model •■400"' 16mm
motion picture projector.
Other displays will include equip
ment for the use of scientists aiul
training specialists in government,
industry, medical institutions and
schools.
Hollywood's Story of Itself
On 16mm at Nominal Rental Cost
♦ Hollywood's own story, Tlit
Movies' and You, in 12 single-reel
subjects covering all phases of film
production and operation, is now
being made available to 16mm
users at nominal rentals.
Already being released for non-
theatrical showings are the first six
of the series: Let'-i Go to the Movies,
The An Director, The Soundman,
This Theatre and You, Hislor
Brought to Life and Screen Actors.
The third block of three. Movies
Are Adventure. The Costume De- \
signer, and The Screen Writer, will |
be available June 15. 1951. The last |
three, for release December 15 i
next year, will be Moments in
Music. The Cinematographer and
The Screen Director.
The 16mra versions followed re- |
quests from schools seeking the se-
ries for their courses in film pro-
duction techniques and motion pic-
ture appreciation, and from serv- |
ice clubs, adult education groups.
Better Films Councils, churches and j
women's organizations.
With Teaching Film Custodians
designated as the primary distribu- i
tor release in the United States \
will be through Films. Inc., United |
World Films, the 16mm divisions
of RKO and Columbia, and other
non-theatrical distributors. In Can-
ada. distribution is to be through
General Films, the Canadian Film
Board. Sovereign Films and
MGM.
1 HoUvwood's best talent partici-
pated in making the short subjects
in cooperation with the Academy of
Motion Picture Arts and Sciences.
» • •
Farm Film Guide Available
♦ A complete listing of over 1,000
farm films and sources is available
from Business Screen, 150 E. Su-
perior. Chicago 11. 50< per copy.
VARIABLE SPEED MOTOR
with TACHOMETER
for
CINE SPECIAL CAMERA
AND MAURER CAMERA
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Interchangeable Motors:
12 Volt DC variable Speed 8-64
Frames.
115 Volt AC 60 Cycle, Synchronous
Motor, Single Phase.
220 Volt AC 60 Cycle, 3 Phosc, Syn-
chronous Motor.
Inimaiion Jl/olor, /or Ct-t Sptctl. Ilaurrr
and Mi-ch,U C^„ie,a,. J/oror. /or BoUx onJ
Filmo Cameioi. Time lapse Equipment.
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Mounted on acid-resisting,
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JsiBJU/ma3a FILING RACKS
For efficient handling and filing of films, Neu-
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41
N V M B E R 8 • VOLUME 11 • 1950
r, ; i rtn" ' ■ ! 'B»»M»wnw"*™»^™ '
Wkmiu-X hoRKi(,\ MANA(.t:RS inspect in'lt
JTesttTn Electric Recording anil Scoring
Console. Sentetl is E. S. Gregg, v.p.
Stimi/ing (I. to r.) are If'. S. Tower. Jr.;
If'. //. Meisel; D. van Spankeren: H.
V. Zeppelin; J. J. deBoer ; D. L. Smith;
and R. F. Crews.
W. S. Vaughn Kodak Vice-President
♦ Eastman Kodak has elected
Wii.i.iAM S. Vaughn vice-president
and assistant general manager and
iM. W REN Gabel assistant vice-presi-
dent of the company. A Kodak em-
ployee for 22 years, Vaughn has
been assistant vice-president in the
new product development division.
Gabel. with the company since
1928, will also continue as assist-
ant to the general manager.
Martin F. Meyers
Manages Beseler Eastern Sales
♦ Maktin F. Meyers, appointed dis-
trict manager of the Charles Bese-
ler Company, will manage sales in
the Atlantic Seaboard and Middle-
western slates.
Frederick Bright Joins Transfilm
as Assistant Sales Manager
♦ Freuerick W. Bright, for the
past four years in charge of visual
aids at Metropolitan Life Insurance
Company, has been appointed as-
sistant sales manager of Transfilm,
Inc., New York, producers of mo-
tion pictures and slide-films.
Mr. Bright has had wide experi-
ence in the application and use of
visual aids in advertising, merchan-
dising, sales training and public and
employe relations programs. His
experience includes all phases of
production and distribution of non-
theatrical motion pictures and other
BUSINESS SCREEN EXECUTIVE
audio-visual presentations. His du-
ties at Transfilm. with headquarters
at 35 West 45th Street, New York
City, will include assisting clients
in more effective utilization of visual
aids in their business operations.
Cramer Is Named a Director
Of George "Junior Republic"
♦ Marc Cramer has been elected
to the directorate of the George
■"Junior Republic", New York. He
has produced educational films for
MGM. RKO. United Artists and
20th Century-Fox in Hollywood be-
fore joining Transfilm, Inc., where
he is assistant to the president.
Dr. Alexander Forbes, of Harvard
University Medical School, is presi-
dent of the "Junior Republic," co-
educational youth self-government
project, which this month began a
drive for $360,000 to balance the
year's budget.
Marc Cramer
SINCE 1934
. . . COMBINING PERSONALIZED
SERVICE WITH BROAD EXPERIENCE
TO BRING YOU OUTSTANDING
FILMS AT REASONABLE COST.
Before
Yot<
Next
Int'est . .
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ILLUSTRATED BOOKLET
"Accent On Quality"
Campus Fii^
161 REMSEN STREET, BROOKLYN 2
IBOROUGH HAIL)
TRIANGLE 5-6296
N. Y.
Educators See Film Progress
At Work on Jam Handy Visit
♦ Sixteen colleges and branches of
the armed services were represented
at a three-day conference last month
in Detroit with members of The
Jam Handy Organization, in. dis-
cussion of the latest developments
in audio visual tools for education.
Jam Handy representatives out-
lined the methods of film presenta-
tion developed by large organiza-
tions, military and church bodies,
and reviewed postwar trends and
advancements in the use of motion
pictures, graphics, slides and slide-
films. Latest adaptations to special
needs were also discussed.
The Jam Handy studios also were
host to two Dutch visitors — Gan
Schaper and Theo Bettler — on a
tour of the United States under the
auspices of the 1950 International
Arts Program. Schaper is a screen
writer and director, and Bettler a
modern painter and stage designer.
* * *
Virginia Grace Morrill Dies;
B. & H. Executive Nine Years
♦ The sudden death of Virginia
Grace Morrill at Lake Tahoe,
Calif., on October 31 closed a long
record of service as sales promotion
manager of the Bell & Hovpell
Company. Miss Morrill was for
nine years an executive of the com-
pany and was known throughout
the industry for her tireless and en-
thusiastic attentions to the promo-
tional activities of Bell & Howell
and its national dealer organiza-
tion.
Miss Morrill is survived by her
parents, Mr. and Mrs. George Mor-
rill of Chicago, and a brother, El-
liott, of Indianapolis, Ind.
* • »
Goldstein Dies from Injuries
In Long Island Train Crash
♦ Sam Goldstein, president of
Commonwealth Pictures Corpo-
ration, who suffered fatal injuries
in the Long Island Railroad dis-
aster, was buried November 30. His
home was at Rockville Center, L. L
Trapped in the wreckage for more
than seven hours, he succumbed
November 28.
Besides being Commonwealth's
president, Goldstein was vice-presi-
dent of Guaranteed Pictures, a
35mm company, and was active in
community and philanthropic or-
ganizations.
Maurice Groen, of Films of
THE Nations, who usually rode
home from New York with Gold-
stein, had been delayed in his office
the day of the train collision.
Horace Jones, vice president of
Victor Animatograph Corpora-
tion, suffered bruises and shock.
42
BUSINESS SCREEN MAGAZINE
Joins Motion Picture Production
Department at Jam Handy, Detroit
♦ James E. MacLant: has joined
the motion picture production de-
partment of the Jam Handy Or-
G.iMZATlON where he will be on the
directing staff. He will also serie
as a contact man on industrial mo-
tion pictures and travelogues pro-
duced by Jam Handy.
Previous to his new appointment,
MacLane produced his own pictures.
Freund Is Script Supervisor
Of Film Research Associates
♦ Phiup Freund, newly appointed
script supervisor of Film Rese.wrch
.Associates, was a former wTiter
for films produced for the Curtis
Publishing Company, Johnson &
Johnson, the Anti-Defamation
League, Sears Foundation, U. S.
State Department and others.
Freund also headed the Scenario
Board of Review of the Signal Corps
Photographic Center in \^ orld ^ ar
II and more recently was with the
.\rmv as film consultant in its Civil
.\ffairs Division.
Bernard Is Ross Roy's Photo
Chief; Scotten Film Director
♦ Jules F. Bernard, since 1938
production manager of Ross Roy,
Inc., Detroit advertising agency,
now heads the photographic depart-
ment of the firm.
W-^LTER Scotten II. named film
director and assistant to Bernard in
handling slide film programs for
the agency's clients, was formerly
film director of Marshal Templeton,
Inc.
Canadian Film Board Names
Dew and Lochnan Executives
Desmond Dew , one time associate
of J. Arthur Rank, and Carl J.
LocHN-AN, formerly of the Civil
Service Commission in Canada,
have been appointed respectively
production supervisor and assistant
director of distribution of the Na-
TION-U, Film Board at Ottawa.
Dew specializes in sound, music.
optics and other technical services.
A.niong his pictures were The Shape
of Things to Come and Elisabeth
Bergner's As You Like It, and more
recently Great Expectations and Red
Shoes. He was named head of the
finishing-off department at Rank's
Pinewood and Denham studios in
1945.
Lochnan. formerly organization
and classification officer of the Civil
Service Commission, was delegate
this fall to the United Nations semi-
nar on Public instruction, in New
York.
Dean Coffin Heads Producing
Plans for Instructional Arts
♦ Dean Coffin, for 16 years witli
the Jam H.andy Organization as
film and stage writer, director of
live stage business conventions and
dramatized presentation, and ac-
count executive, is now vice-presi-
dent in charge of production plan-
ning for Instructional .\rts, I.nc,
of Detroit, Mich.
Dean Coffin
NEW YORK, N. T.
Peerless Film Proc. Corp.
De Luxe Loboralories
Pathe Loborotoriej
Movielab Film Lobs.
Fordel Film Labs.
Cineque Cotorfilm Lobs.
FT. lEE, H. J.
Consolidated Film fndl.
BOSTON, MASS.
Master Mot. Pict. Co.
WASHINGTON, D. C.
Byron. Inc.
TORONTO, ONT.
Peerless Laboratories
CLEVEIANO, O.
Motion Picture Prods.
DAYTON, O.
Wrlght-Potterson A. F. B.
DETROIT, MICH.
Jom Handy Organization
EAST LANSING, MICH.
Capitol Film Service
CHICAGO, III.
Chicago Film Lob.
Crescent Film Lobs.
Wilding Picture Prods.
Ideol Pictures Corp.
OAK PARK, III.
Atlas Film Corp,
ST. PAUl, MINN.
Reid H. Roy Film Inds.
KANSAS CITY, MO.
The Calvin Company
ATLANTA, GA.
Distributor's Group
DALLAS, TEXAS
Southwest SoundRlms
HOLLYWOOD, CALIF.
Peerless Film Proc. Corp.
Acme Film Labs.
Columbio Pictures Lab.
Consolidated Film Inds.
Pathe Laboratories
Telefilm, Inc.
LOS ANGELES, CALIF.
Houston Color Lobs.
BURBANK, CALIF.
Cinecolor Corporotion
SAN FRANCISCO, CALIF.
W. E. Hockey
PORTLAND, ORE.
Sawyer's Inc.
to start your film
off right -
to keep it right...
longer —
always specify
^
EERLESS
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Peerless is convenient everywhere.
Write for FREE literature.
-^^n,M-rc f'^«* PROCESSING
EERLESS CORPORATION
165 WEST 46TH STREET, NEW YORK 19, N. Y.
959 SEWARD STREET, HOLLYWOOD 28, CALIF.
REACHING THE -'BLUE CHIPS" OF BUSINESS FILMS
♦ For more than a decade, BUSI-
NESS SCREEN has been the one
national business journal serving
the special interest of large and
small business firms utilizing the
full range of audio and \-isual tools
for training, selling, and other
purposes. 8.000 copies this issue.
One o/ tUe 207. . .
"Telephone Cable To Cuba", just completed by The
Atnerican Telephone and Telegraph Company, is one
of the 207* films written by the staff of
•as of Mov. 21
Sc^Upti /iif Oeveiie QnxAAnxlUicci
709 ATLANTIC BIDG.
THE COMPLETE FILM WRITING SERVICE
GUARANTEED ACCEPTABILITY
930 F STREET NW * WASHINGTON 4, D. C. • EXECUTIVE 5941
• IN NEW YORK, ENTERPRISE 6535 •
NUMBER 8 • VOLUME 11 • 1950
43
A NEW YEAR
OF NEW DEVELOPMENTS IN CAMART
MOTION PICTURE AND TELEVISION
PRODUCTION EQUIPMENT
Our many years experience of intro-
ducing new products is your asurance
that we are constantly striving for
newer and better equipment
NEW PRODUCTS PARADE FOR 1951
l.A new converter to boost a 2000 watt studio
spotlight to the equivalent of 5000 watts of
color-balanced light.
2. An efficient and economical TELESCOPING
Mike Boom for motion picture and television
studio use.
3. A new. portable, battery driven power supply
unit to operate a 35mm motion picture camera
and magnetic recorder on location. Soundproof.
4. A new. portable four wheel camera dolly for
use with any motion picture or television
camera.
5. CAMART Optical FX unit with a new variety
of prisms for creating many unusual effects.
6. Just imported — new Arriflex cameras and
accessories.
ROUND-UP YOUR USED EQUIPMENT
FOR YOUR BEST 1951 TRADE-IN
VALUES NOW!
COMING SOON — WATCH FOR THE
NEW 1951 MART MESSAGE.
IT'S BETTER THAN EVER.
All 16-3Smm Production equipment
available for rentals.
THE CAMERA* MART INC.
70 WEST 4Sth ST.
NEW YORK 19. N. Y.
CABLE ADDRESS -CAMERAMART
WORLDWIDE SERVICE
EDL SOUND READER
B fl
*
*
Used with Rewinds For Editing
16mm and 35mm Sound Film
Conipletelv self cotuained. I'M Speaker, volun
control, off on swilcli. etc.. all inside compa
63/a" H X 6" \V X 6" deep case. Weight 7 1
3\V audio power.
Operates on 117V 60 cycles A.C.
No Fly AVheel— instant start and stop, with r
damage to film.
r Price S165.00 net F. O. B. Chicago.
EDL COMPANY
MILLER STATION, GARY, INDIANA
ne
ct
b.
o
let the lab Help You
^CONTI.^'UE:D FROM PAGE TWENTY-NINE)
Photographic "printed through" edge numbers
are not always dependable in results.
One other type of preparation of preprint
tnaterial deserves mention here. This is the ar-
ranpeinent of a single original into the so-called
"\ and B rolls" for the production of lap dis-
solves in the print. Without enlarging on the
technical details which make .4 & B rolls neces-
sary, it may aid in simplifying matters here to
point out that a '"lap dissolve" consists of two
overlapping fades, so that the end of one scene
(in full action) appears to melt into the be-
ginning of the next scene (also in full action).
From this it must be obvious that, during the
length of film on which the effect occurs, the
printing stock must be exposed twice: once for
the end of the first scene and again, over the
same area, for the beginning of -the next scene,
since both portions occur at the same time.
Used in Printer for Dissolve Effect
The preparation of A and B rolls affords a
means of overlapping the ends and beginnings
of scenes which is convenient for producing the
dissolve effect in the motion picture printer.
In this preparation, the original single roll
is broken down into two rolls: each roll con-
taining alternate scenes so arranged that their
beginnings and endings overlap bv the length
of the dissolve. Blank or black leader is spliced
in between the scenes so arranged. If the lab-
oratory printer is equipped with an automatic
fade-out and fade-in of the necessary duration,
clear leader or any other kind may be spliced
between scenes. However, if the motion picture
printer cannot accomplish the fades automatical-
ly, opaque black leader must be used between
scenes in the A & B rolls and the fades them-
selves incorporated in the film by the dye
method. See Figure 2 on Page 28. preceding.
The Problem of '"Rephcement Footage"
The matter of "replacements" is often a source
of some discussion between the producer and
the laboratory. To those not familiar with the
cotnplications of laboratory routine, it seems a
simple matter to slap an original in the printer
for the running off of any part, long or short;
beginning, middle or end. as desired. Unfortu-
nately, this is not so simple. Films are best
handled by threading at the beginning leader,
which bears the brunt of the handling. If the
film is threaded through the printer at other
points, extra special care and time has to be
devoted to the operation for the protection of the
customer and of the lab. This means an increase
in labor cost. In addition, there is usually the
involvement of a separate sound track which
must be matched up at the beginning atid then
"run down" to maintain synchronism at the part
of the film designated for reprint: another time-
consuming job. This, added to further delays
which are often caused by uncertainty in identi-
fication of the exact portion of the film wanted,
plus a close back-antl-forth scrutiny which is a
(continued on the following page)
35MM COLOR
THEATER PRINTS
ENLARGED FROM
16MM COLOR ORIGINALS
16MM K0DACHROF1E PRINTING MASTERS
WITH EFFECTS INCLUDED
3SMM B&W NEGATIVES
ENLARGED FROM 16MM ORIGINALS
FOR TV
35MM B&W OR COLOR FILMS
REDUCED TO 1 6MM
FOR TELEVISION RELEASE
FILMEFFECTS
OF HOLLYWOOD
1153 N. Highland Ave., Hollywood 36, Calif.
HO. 9-5800
SPECIAL EFFECTS
Dissolves • Montages • Wipes • Fades
Zooms • Superimposures • Speed Changes
Slide Films Duplicated Optically
Kxperimental Projects
SAVE YOUR FILMS
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prevent them at their source with BUFIT
the amazing new automatic scratch in-
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it goes and goes where its needed. It trail-
blazes an immaculate path for your soft,
tender emulsions. Relax, eliminate those
ineffective presentations of your valuable
prints. BUFIT removes emulsion pile-up,
grit and dirt with no skill or effort required
from the projectionist.
Here are a few of the many users of
BUFIT. Join them now on the film saving
bandwagon.
Bell & Howell U. S. Dept of State
TelenewsProds.,Inc. The Jam Handy Org.
U. S. Signal Corps. Iowa State College
Consolidated-Vultee Aircraft Corporation
Los Angeles County Board of Education
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is the safe way. 16mm 50-foot TRIAL kit
only $4.50, specify double or single per-
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Bulk price for 16mm is 9c per foot. Lib-
eral discounts on quantity purchases.
ORDER YOUR TRIAL KIT NOW
BUFIT
6009 West Pico Blvd.,
Los Angeles 35, Calif.
44
BUSINESS SCREEN MAGAZINE
|#r HERE'S CONVENIENT
ie7k PROTECTION FOR
P^lFILIVI STRIPS & SLIDES
cabinets and housing
For slides or film str.p
cans. All steel, atlroc-
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~1093 6 drawer coblnot tor VUO' individuoMy
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7000 Romaine St. • HUdson 2-7464
HOLLYWOOD 38, CALIFORNIA
Let the Lab Help You
(continued from the preceding page)
laboratory ■ operation known as "picking" (as
fussy as its name applies) results in still further
delay in labor expense.
Another source of possible dispute in the mat-
ter of making '"replacement sections" is the
tendency to underestimate the amount of re-
placement needed. If a portion of the film is
damaged, it is always advisable to carry the
repair section to the end of the scene in which
the damage occurs. Otherwise, the difference
between the old fibn and the new replacement
section is almost sure to be noticeable. This is
especially true in order color film replacements
with unavoidable variations in film manufac-
turers' color processing: also changes in subse-
quent emulsions. The chances of an exact match
in color balance of a given scene between an old
print and a new replacement are uncertain. For
this reason, the laboratory usually carries such
replacements to the end of the scene so that there
will be a clean break between the new and the
old at the scene change and this should be thor-
oughly understood by the orderer. For replace-
ment orders, it is best to send the entire damaged
print to the laboratory for its consideration of
the best method of repair and also for expert
splicing-in of replacements. Anticipating that
much of the damage to prints in the field is
caused at the beginnings and ends of films, some
producers order extra main and end title sections
in quantitv at the outset. This gives the advan-
tage of matching color balance with the first
order.
Projection Care Can S.ave Expense
Because of all these considerations, especially
in the case of the more expensive color prints,
it is certainly worth while to embark on a cam-
paign for educating the print consumer to exer-
cise reasonable care in threading the projector.
With such care, a lot of annoying replacement
problems would be eliminated.
In accepting the film laboratory as the final
and necessary last link in the chain between the
producer and the audience, it is well to remem-
ber that a laboratory organization is in business
for the satisfaction of its customers. No other or-
ganization is so well aware of the last minute
rushes, the cries of anguish to meet a deadline
and the frenzied efforts necessary to take up this
last step in a series of cumulative delays. In the
production of motion pictures, it seems that this
is inevitable, but the film laboratory stands as
a fast-acting organization to meet these needs.
The lab usually has a thorough understanding
of this need in the industry which, in its turn,
can aid its own needs by a good understanding
of the laboratory. •
Editor's Note: This is the second of a two-part
article by Mr. Holslag. We invite qualified pro-
ducers and laboratory technicians to submit mss.
for editorial consideration on problems and
techniques of special interest to the business, edu-
cational, and industrial film user. This is your
professional forum. Make use of it.
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UMBER 8 • VOLUME 11 • 1950
43
t
EASTERN STATES
CONNECTICUT •
Rockwell Film & Projection
Sen ice, 182 High St.. Hartford 5.
Eastern Film Libraries, 148 Grand
Street. Waterbury 5.
• DISTRICT OF COLLI!MBI.\ •
Jam Handy Organization, Inc.,
Transportation Bldg., Washing-
ton 6.
Tlie Film Center, 915 12th St.
N.W'.. Washington.
The Walcott- Taylor Company.
Inc., 501 Mills Bldg., Washing-
ton, 6, D. C.
• MAR'iXAND •
Robert L. Davis. P. O. Box 572,
Cumberland.
Howard E. Thompson, Box 204.
Mt. Airy.
• MASSACHUSETTS •
Bailey Film Service, 59 Chandler
Street, Tel. 4-0214, Worcester 8.
• NEW HAMPSHIRE •
A. H. Rice Co., Inc., 78 West Cen-
tral Street, Manchester.
• NEW JERSEY •
Slidecraft Co., South Orange, N. J.
• NEW YORK •
Association Films, Inc., 35 West
45th Street, New York 19.
Buchan Pictures, 79 Allen St.,
Buffalo.
Charles J. Giegerich, 42-20 Kis-
sena Blvd., Flushing.
Comprehensive Service Co., 245
W. 55th St., New York 19.
Council Films, Inc., 50 N. Main
St., Homer, N. Y.
Crawford & Immig, Inc., 265 W.
14th St., New York City 11.
Institutional Cinema Service,
Inc., 1560 Broadway, New York
19.
The Jam Handy Organization,
Inc., 1775 Broadway, New York.
Mogul], Film and Camera Com-
panv. 112-114 W. 48th St., New
York 19.
Jack Patent, 13 East 37di Street,
New York 16.
S. O. S. Cinema Supply Corp.,
602 W. 52nd St., New York 19.
Specialized Sound Products Co.,
551 Fifth Ave.. New York 17.
United Specialists, Inc., Pawling.
Visual Sciences, 599BS Suffern.
Wilber Visual Service, 119 State
St., Albany. Also 28 Genesee St.,
New Berlin, New York.
• PENNSYLVANIA •
Jam Handy Organization, Inc.,
917 Liberty Ave.. Pittsburgh 22.
J. P. Lilley & Son, 277 Boas St.,
Harrisburg.
Lippincott Pictures, Inc., 4729
Ludlow St., Philadelphia 39.
• RHODE ISLAND •
Westcott, Slade & Balcom Co.,
95-99 Empire St., Providence 3.
• WEST VIRGINIA •
J. G. Haley, P. O. Box 703,
Charleston 23.
Pavis, Inc., 427 W. Washington St.,
Phone 2-5311, Box 6095, Station
A, Charleston 2.
United Speciahies, 816 W. Vir-
ginia St., Charleston 2.
Theatre Service & Supply Co.,
Phone 24043, Box 1389, Hunting-
ton.
SOUTHERN STATES
• ALABAMA •
Stevens Pictures, Inc., 506 Eight-
eenth St., North. Birmingham.
• FLORIDA •
Norman Laboratories & Studio,
Arlington Suburb, Jacksonville.
Orben Pictures, 1615 Hendricks
Ave., Tel. 9-1906, Jacksonville.
Southern Photo and News, 608
E. LaFayette St., Tampa.
• GEORGIA •
Stevens Pictures, Inc., 101 Walton
St., N. W.. Atlanta 3.
• LOUISIANA •
Stanley Projection Company,
2111/0 Murray St., Alexandria.
Stevens Pictures, Inc., 1307 Tu-
lane Ave., New Orleans.
Stirling Visual Education Co.,
1052 Florida St.. Baton Rouge.
Delta Visual Service, Inc., 815
Poydras St.. New Orleans 13.
HarFilms, Inc., 600 Baronne St.,
New Orleans. Since 1915.
• MISSISSIPPI •
Herschel Smith Company, 119
Roach St., Jackson 110.
Jasper Ewing & Sons, 227 S. State
St., Jackson 2.
• TENNESSEE •
Southern Visual Films, 687
Shrine Bldg.. Memphis.
Tennessee Visual Education
Service, 416 A. Broad St., Nash-
ville.
• VIRGINIA •
Capitol Film & Radio Co., Inc.,
19 W. Main St., Richmond 20.
National Film Service, 202 E.
Gary St., Richmond.
• ARKANSAS •
Democrat Printing and Litho-
graphing Co., Little Rock.
Grimm-Williams Co., 115 W.
Sixth Street, Little Rock.
MIDWESTERN STATES
• ILLINOIS •
American Film Registry, 24, E.
Eighth Street, Chicago 5.
Association Films, Inc., 206 S.
Michigan Ave., Chicago 5.
Jam Handy Organization, Inc.,
230 N, Michigan Ave., Chicago 1.
Midwest Visual Equipment Co.,
6961 N. Clark St., Chicago 26.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5, Mo.
• INDIANA
Burke's Motion Picture Co., 434
Lincoln Way West, South Bend 5.
• IOWA •
i
Pratt Sound Films, Inc., 720 3rd I
Ave., S.E., Cedar Rapids, Iowa.
Ryan Visual Aids Service, 409-11
Harrison St.. Davenport.
• KANSAS-MISSOURI •
Kansas City Sound Service, 1402
Locust St., Kansas City 6, Mo.
Erker Bros. Optical Co., 610
Olive St., St. Louis 1.
Swank Motion Pictures, 614 N.
Skinker Blvd., St. Louis 5.
MICHIGAN
Engleman Visual Education
Service, 4754-56 Woodward Ave.,
Detroit 1.
Jam Handy Organization, Inc.,
2821 E. Grand Blvd.. Detroit 11.
Capital Film Service, 224 Abbott
Road, East Lansing, Michigan.
• MINNESOTA •
National Camera Exchange, 86 S.
Sixth St., New Farmers Mechanics
Bank Bldg., Minneapolis 2.
• OHIO •
Ralph V. Haile & Associates,
215 Walnut St.. Cincinnati.
Manse Fihn Library, 2514 Clifton
Ave., Cincinnati 19.
Academy Film Service Inc., 2300
Payne Ave., Cleveland 14.
Carpenter Visual Service, Inc.,
13902 Euclid Ave., East Cleveland
12, Ohio.
Ftjao
Ave.
Sunn
Ave
4ti
USE THIS DIRECTORY TO LOCATE THE BEST IN EQUIPMENT. FILMS AND PROJECTION SERVICE
BUSINESS SCREEN MAGAZINE
LOCAL AUDIO-VISUAL SUPPLIERS
■"ryan Film Service, 3228 Euclid
Ave., Cleveland 15.
iunray Films, Inc., 2108 Payne
Ave., Cleveland 14.
[am Handy Organization, Inc.,
310 Talhott Building. Dayton 2.
rwyman Films Inc.. WO West
First Street. Dayton.
i. H. Martin Company, 50
Charles Ave., S. E. Massillon.
• WISCONSIN •
I. H. Flath Company, 2410 N. 3d
St.. Milwaukee 12.
WESTERN STATES
• CALIFORNIA •
)onaId J. Clausonthue, 1829 N.
Craig Ave.. Altadena.
!!oast Visual Education Co., 5620
Hollywood Blvd.. Hollywood 28.
loUvwood Camera Exchange.
1600 N. Cahuenga Blvd.. Hollv-
wood 28.
am Handy Organization, Inc.,
7046 HoUywood Blvd., Los An-
geles 28.
talke Company, 829 S. Flower St.,
Los Angeles 17.
ipindler & Sauppe, 2201 Beverly
Blvd., Los Angeles 4.
Lssociation Films, Inc., 351 Turk
St., San Francisco 2.
]. R. Skinner Manufacturing
Co., 292-294 Turk St., San Fran-
cisco 2.
• COLORADO •
lome Movie Sales Agency, 28 E.
Ninth Ave., Denver 3.
• OKL.\HOMA •
(^aseco, 2301 Classen, Oklahoma,
City 6.
I. O. Davis, 522 N. Broadway,
Oklahoma City 2.
Cirkpatrick. Inc., 1634 S. Boston
Ave., Tulsa 5.
• OREGON •
.\udio-Vi8ual Supply Company,
429 S. W. 12th Ave.. Beacon 3703.
Portland 5.
Moore's Motion Picture Service,
306 S. ^'. Ninth Ave., Portland 5.
• TEXAS •
Association Films, Inc.. 1915 Live
Oak St.. Dallas 1.
Audio Video, Inc., 4000 Ross Ave.,
Dallas 4; 1702 Austin Ave.,
Houston.
George H. Mitchell Co., 712 N.
Haskell, Dallas 1.
Capitol Photo Supplies. 2428
Guadalupe St., Phone 8-5717,
Austin.
• UT.\H •
Deseret Book Company. 44 E. So.
Temple St., Sah Lake City 10.
CANADA
Audio-Visual Supply Company,
Toronto General Trusts Building,
Winnipeg. Man.
FOREIGN
Distribuidora Filmica Venezo-
lana, De 16MM., S.A., Apartado
706 Caracas, Venezuela, S.A.
Qualified Dealers Invited
to Appear in This Listing
♦ If vou are a specializing audio-
visual dealer or distributor, you are
invited to apply for Listings in the
National Directory pages of BUSI-
NESS Screen". A nominal service
charge is made for each acceptable
listing.
Application form sent on request.
Listings in these pages are subject
to cancellation if products or serv-
ices are below the minimum stand-
ard set by the Editors and reported
by users in this field. We invite
reader participation and patronage.
■iThe mark of
quality in lamps
/y.'
Rf^DlflNT
PDOJECriON • EXCITER
SPOTLIGHT • FLOODLIGHT
MOTION PICTURE PROOOCTIOH
'P'u^jectioK
LAMPS
RflDJDNT LAMP CORPORATION
300 Jelllff Ave.. Newark 8. N.J.
A BUSINESS SCREEN READER SERVICE
The products and services advertised in the pages of Business
Screen' are hacked by the manufacturer's seal of quality and by
the nationwide family of specializing audio-visual dealers. They
merit your preferred patronage.
SALEiS • SERVICE • RENTALS
35 mm. •16 mm.
CAMERAS^MOVIOLAS-DOLLYS
Complete Line of Equipment for Produrtion Avmlable for Rental
Mitchell: Standard - Hi-Speed - NC - BNC - 16 mm.
Bell & Howell: Standard - Shif tover - Eyemos
Maurer: 16 mm. Cameras
Moviola: Editing Machines - Synchronizers
SPECIALISTS IN ALL TYPES OF CAMERA REPAIR WoRK. LENSES MOUNTED
(7flm€Rfl€ouipmenT(^.|
1 T^ 1600 snonoujpa \ ncoiiDBKCity ^
MUMBER 8 • VOLUME 11 • 1950
47
For 14mm. Film — 400 to 2000 Reels
Protect your films
Ship in FIBERBILT CASES
Sold at leading dealers
LINE VOLTAGE BOOSTER
W
FOR PROJECTORS
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ESCAR
MOTION PICTURE SERVICE.
7315 Carnegie Ave., Cleveland 3, Ohio
NARGUS Shows Prize Package:
(CONTINUED FROM PACE TWENTY-SEVEN)
year that we decided to go in again this year,"
said A. S. Zachnian. assistant to C. S. fridges.
Libby's vice-president in charge of sales. "'We
received reports from all our branch managers
on the attendance and the interest shown at each
meeting. Our salesmen attended and reported
they were happy over the film and the numbers
of grocers who saw it.
'"We were promised an attendance of 20.000
and the total went far beyond that, though our
film. YouT Grocery Department, was the fourth
in the series. That picture is showing again this
year and by the time it has completed the cycle
of showings it undoubtedly will have reached
the 216,000 retailers who saw the entire first
series.
"The Better Stores Program is a real public
relations job and well worthwhile."
Sponsor Executives Laud the Progr.\m
Henry Schumacher, head of the merchandis-
ing service department of Swift & Company, re-
ported that the results from the use of the color
and sound slidefilm Your Meat Department have
been "excellent."
"Of course, this fihii was not intended as a
direct sales medium," Mr. Schumacher said.
"Rather, we were happy to work with NARGUS
in producing the fibn as an educational medium.
We have found almost universally that the film
is an ideal means of graphically communicating
good merchandising methods to NARGUS meat
department operators throughout the country."
Vice-President W. J. Stepflug of Hussmann
Refrigeration. Inc., wrote Mrs. Kiefer that "it
becomes more and more apparent each day that
the entire program is one of the finest things
that has ever been done for the retail food in-
dustry." Vice-President J. H. Letsche of H. J.
Heinz Company reported, "We are very happy to
have had a part in this excellent, far-reaching
educational program."
The slidefilms are being shown not only at
regularly scheduled local meetings of the NAR-
GUS affiliate organizations but also at annual
conventions, wholesaler-sponsored general ses-
sions, gatherings of wholesalers' salesmen, retail
personnel get-togethers, meetings sponsored by
voluntary and cooperative groups, in distributive
education classes and retail study classes in uni-
versities and colleges.
School systems are buying the series for their
classwork on retailing and business administra-
tion, particularly for adult training courses.
Prints of each film are on hand at the Audio-
Visual Center of New York City College for its
grocery store training programs and for lending
to groups for educational use. The series also
have been made available to government refer-
ence libraries, business libraries, and the libraries
of colleges of business administration.
Program Incre.\ses Association Members
Mrs. Kiefer noted that a definite growth of
membership of the association had accompanied
the showings of the films. More than 176 associa-
tions had ordered the complete series and the
screenings in 223 cities did not include those
conducted by the U. S. Department of Agricul-
ture, New York City College, Ohio State Uni-
versity, Drake University and other schools, show- |
ings in sponsors' offices and those in Canada and f
Hawaii. j
An outcome of the package program meetings •
of significance to the industry as a whole, and
to the public, has been the number of decisions
of retailers to remodel their stores, involving the
expenditure of hundreds of thousands of dollars
to redesign and equip stores to take advantage
of new ideas implanted by the films.
For the consumer, association executives say,
the retailers' reports show that the Better Stores
Program already is insuring more efficient dis-
tribution of foods, higher nutritional standards
through a wide variety of high quality products,
stares more conveniently located and better de-
partmentalized, and improved service by better
trained and friendlier personnel.
Here's the blue-ribbon jury that termed the
NARGUS program the best of its kind:
Members of the 1950 jury of awards were
Secretary of Commerce Charles Sawyer: Otto A.
Seyferth, president. Chamber of Commerce of
the United States: Claude A. Putnam, president.
National Association of Manufacturers; Dr. t.ee
Bidgood. past president of the American Associa-
tion of Collegiate Schools of Business and dean
of the School of Commerce and Business Admin-
istration of the University of Alabama; and Dr.
H. V. Olsen, dean of the Amos Tuck School of
Dartmouth College. •
V4CUyiII4T{
Business Firms, Libraries, Advertising Com-
panies, Film Distributors, etc., Vocuumate
Corporation otTers quick relief for film head-
aches.
BY TAKING OVER COMPLETE
FILM HANDLING PROBLEMS
• FILM PROCESSING
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• SHIPPING
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All bookings promptly
filled.
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QUALITY
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.•tmWKaWHHOWHiHWiniiWiwmiitt
RE ENTHUSIASM
nd Feed It with Facts
:ire the enthusiasm of their salesmen — and back it
up with facts The Trane Company, producers of con-
vector-radiators for steam and hot-water heating, has a
sound motion shdefilm, "You Are The Man."
uch pictorial training aids are best conceived and best
produced in the light of long professional experience,
ith benefit of utilization contacts throughout the field
nationally by
Produced for The Trane Company
-^iSi|^^^^!^^
JAM HANDY
VISUALIZATIONS
TRAINING ASSISTANCE
'arvTr\t3 n /-• B eiTTCiRllRfiH 99.
SLIDEFILMS • TELEVISUALS • MOTION PICTUj
DETROIT n DAYTON 2 CHICAGO 7 LOS ANGE
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