Business screen magazine (1938)

No efcnl IS (i/ (jrcalci ini fKjrIunvc in the annual life uf d Caterjiillar dealer than the well-knoivn Diesel shoic uhirh je>ih(ies eJurutioiial displays as well as the riev: Cojiijiauij fdiiis. THE TRACTOR DEALER TELLS 'EM WITH MOTION PICTURES A Brief Case-History of the Caterpillar Tractor Company's Twenty Year Film Program • For more than twenty years Caterpillar Tractor has been a consistent user of motion pictures in its sales and advertising programs. During this time more than 200 different subjects have been produced — most of them one-reel pictures devoted to a specific type of work. Naturally the first films were silent, because this pioneer producer of industrial pictures entered the field more than ten years before the advent of sound. But shortly after the sound movie swept the country "Caterpillar" followed suit with talking films of its own. For the first three years they were sound-on-disc and created such favorable comment at the annual dealers' shows held throughout the country, that the company took the next step and started producing sound-on-film subjects as soon as portable projectors were perfected for films of this type. All told, eighty sound pictures have been released by the organization since 19,30 — an average of about twelve new films a year. With a program such as this, carried on for a period of more than twenty years, it is evident that Caterpillar Tractor is a firm believer in the effectiveness of the commercial motion picture in promoting sales. But before we go into the results obtained from the pictures, let's see how they are produced. The great majority of all the films are outlined, written and compiled in the company's advertising department. Much of the negative is taken by staff photographers, who are equipped with the best professional cameras, a camera car and a full complement of lights, reflectors, etc. Since the Company enjoys a world-wide distribution of its products, consisting of track-type tractors, Diesel engines and road machinery, it cannot depend entirely on its own photographers for the negative that will tell a well rounded story of the jjerformance of its machines. Throughout the fifty odd years of its existence, it has developed world-wide sources of supply for still and motion pictures. Many of these are commercial photographers, others are the com NuMBER Seven pany's field representatives who are supplied with cameras and have become very proficient in taking the type of pictures that have long been identified with the advertising of the organization. Since sound photography is not necessary in most instances, the pictures are made in silent cameras and sound is added in the studio. When the negative is on hand for a given picture, it is edited to conform to the .scenario, a work print is made and a narrative is prepared to match the picture. The recording is done in an outside studio and music and sound effects are added to provide realism. When the recording is completed, sound prints are made for distribution through four principal channels. Primary distribution is secured through the Diesel shows, held annually by dealers in the United States and Canada in their various places of business. Owners, operators, prospects and friends of the dealer are invited to these shows and they spend the day as his guests inspecting the large amount of show material that is provided by the factory for this occasion. Seven large trucks travel over a scheduled route during the winter and spring months to put on these shows. In addition to complete motion picture projection equipment and a library of films, they carry a large cargo of cut-aways, animated signs, exhibits illustrating manufacturing processes, plus banners and display material to decorate the room in which the show is held. Two factory-trained men travel with each truck and put on the show with the cooperation of the dealer and his salesmen. A continuous motion picture program is generally run in connection with the exhibit at which the dealer's organization, his owners and prospects get a preview of the new films. After the dealer's Diesel show prints of the new pictures arc supplied to him without charge if he is equipped with a projector. Over 80 percent of domestic dealers and some 50 percent of foreign dealers have their own pro jectors. Silent versions of pictures that lend themselves to this kind of editing are prepared for dealers with silent projectors, but in recent years there has been such a marked trend to 16mm. sound projectors that the continued need for these silent editions seems doubtful. The company also maintains a commodious theatre in connection with its large display room at the factory and here the sound films are shown to factory visitors and company guests. Many field representatives are supplied with projectors and films and the movies have also proved a great sales asset at the company's New York, Washington, D. C. and London offices. (Please tur?} to next page) The production of industrial films for Caterpillar Tractor moves on in good weather and bad — just as its machines. '-■::. V.