Business screen magazine (1938)

* . All pictures are beguri in pencil To most people, the creation of a motion picture means the peculiar glamor of production, the apparently chaotic hurly-burly that suddenly resolves itself into purposeful order as the make-up man hastily dashes forward to remove a last-minute bit of shine from an actor's forehead, and voices intone the significant — "Lights!*' . . . "Quiet, everybodyl" . . . "Roll 'em over!" But all the talent and expertness of technicians, all the artistry of director, actor, cinematographer and film editor, are there for the single purpose of bringing to vital, breathing life on film a conception which already exists — a conception first given form by the application of a soft pencil to a piece of yellow paper. Yes, all successful business pictures are begun in pencil ... a pencil guided by the pooled experience of many minds . . . controlled by intensive research, study and analysis of your problem . . , inspired by the creative effort that welds experience, research and desired objective into a living, vivid pictorial solution that leads to concrete action through maximum selling impact. Of course, good "pencil work" needs the best in production facilities. And we have studios specifically designed and built for the production of business films ... a sound stage acoustically developed in collaboration with RCA engineers, proportioned and designed for maximum utility . . . the latest completely portable RCA High Fidelity recording equipment, permitting sound picture making anywhere. Superior technical equipment and more efficient, designed-for-the-job studios mean that the clients of Industrial Pictures benefit from substantial economies in production costs. But we feel that our refusal to economize on "pencil work" means a greater economy — for here, after all, are the makings of success, mediocrity, or failure. Industrial Pictures invites your most careful consideration of this organization and its ability to serve you. We'll welcome an opportunity to discuss your problems with you at your convenience. Without obligation, of course. ^ndusirial pictures, '§nc. 4925 CADIEUX ROAD ■ DETROIT MOTION PICTURES ILLUSTRATIVE PHOTOGRAPHY SLIDE FILMS DL FILM FORIM A COLUMN OF LETTERS FROM OUR READERS IllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllW ADDRESS LETTERS ON TECHNICAL QUESTIONS TO THE BUSINESS SCREEN SERVICE BUREAU Explains Consumer Films I am enclosing publicity concerning a series of films I am producing and which have received quite some attention both pro and con. Knowing full well the editorial policy of your magazine and recognizing the validity and claim of the advertising and sponsored films you support, I feel certain our films, although considered inimical in a fashion, are still important and deserve credit for what they are trying to do. Since our work is independently financed, we are able to maintain an open and unbiased editorial policy. Our main task is to give the consumer honest advice and hints as to what to buy, what to look for and how to get the best value. That certainly is a valid and worthwhile theme. I know that in many cases it is exactly such a thing which is in the mind of manufacturers who have films produced. I realize their point of view, but those films never cjuite achieve complete audience confidence. Further. I have found much resentment to our work from those who were affected by our films. I respect their resentment, but they would have nothing to fear from us were there no serious facts to present. One thing is certain, the audience and the more intelligent theatre exhibitors have confidence in our work and appreciate our efforts. And that industry upon which we turn our spotlight will do likewise if we find no malpractice against the consumer. For instance, very shortly we plan to do a film on automobiles and in our research we discovered that only petty gyppers indulged in dishonest practice against the consumer. Thus our film will take a line which will not only be helpful to the consumer but will also aid the retailer and prove of promotional and merchandising value. Since I am basically a film worker and a producer of commercial subjects aside from this series, I contend that with time a trend of thought amongst advertising film producers will veer towards our type of human relation film. I suggest you read "Guinea Pig Movies" in Advertising & Selling magazine, March 1939, concerning our films. Julian Roffman Contemporary Films See Page Twenty-Seven I have been reading your publication with a great deal of interest, and believe that it fills a real important place. Recently we have had some interesting experience in releasing a thirty minute sound slide film as part of a complete sales promotion plan. It is being used most effectively in a number of our marketing areas. Under separate cover we are sending you a copy of the portfolio describing the complete l)lan called "Raise Your Sights". You will note that the thirty minute sound slide film entitled "Raise Your Sights" performs an important function in presenting the plan to groups of dealers. In case you should feel that this would make an interesting story, particularly from the standpoint of using sound slide films as part of a merchandising program, we would be glad to get you additional information regarding its use, including comments from our field organization and the results that have already been obtained in some areas. W. P. Marquam Sales Promotion Manager The Pure Oil Company Itlicrofilm Usefulness For an article on microfilm uses in business, it would seem that a few case histories taken from our files would be of maximum benefit. Here goes: In the months that we have been in production, we have found ready acceptance of the microfilm reader on the part of business firms. We have shipped readers to business firms from Bangkok, Siam to Stockholm, Sweden. A nearby chemical firm started with one reader in February — now they have five in their research department. A food company on the eastern seaboard effected a saving on their production costs of baking that now amounts to over $2,000 — with a 27c investment in a microfilm reproduction of a new German chemical formula. A legal firm saves $2,850 a year on rental space by reducing the inactive files they must keep for legal purposes to microfilm, which takes less than 5% of the storage space required by the originals. The engineering department of a large industrial corporation now puts its drawings and specifications on microfilm, thereby eliminating possibility of inaccurate typed copies of the original. The above are a few juicy examples taken from our experience. If I were asked to summarize the applications of microfilm to business, I would say that today a business man can order any information he requires, if it is in print or picture, and find it in existence somewhere in the world — on microfilm. The applications are tremendous. B. D. Gilbert International Research Corp. On Agricultural Films During the past year, the Illinois Agricultural Association produced a 5-reel sound motion picture, depicting the work of the organization. This was our first attempt in the visual education field, and in the first three months this film has been shown to approximately 30,000 Illinois farm people. The question has now arisen as to the feasibility of using motion pictures or sound slidefilms by our cooperative marketing departments and business services, in their educational and sales promotion work. Before deciding which path to follow, we are trying to get together as much information and advice as possible, and would appreciate any information or suggestions you could give us as to which of these two mediums would do the better job. If produced, these pictures would be shown largely to rural audiences, throughout Illinois. In the case of the marketing pictures, we would want to use them to promote larger participation in cooperative marketing by farmers, production of higher qualitv products, etc. C. L. Mast, Jr. Illinois Agricultural Assn. Business Screen