Business screen magazine (1938)

GUARANTEED MOVIE CIRCULATION IN 16MM. TO 500.000 RURAL AUDIENCE NOW — guaranteed and controlled distribution based on seven years' research. Our plan will circulate your minute trailer or 1, 2, or 3 reel subject to V2 million farmers in only four months' time! Introductory rates for summer of 1939 are lowest ever available in the history of advertising film distribution. Write for descriptire folder and rate card RLOIS INCORPOfiATCD Industrial Division 64 E. Lake Street CHICAGO NEW YORK PORTLAND, ORE Ballard Film Service -: NEW LOCATION -: 42nd Floor Civic Opera Building + • EDITORIAL SERVICE • PRODUCTION SUPERVISION • SALES CONVENTIONS • INDUSTRIAL PLAYS • SALES PRESENTATIONS We do NOT produce films. We write the scripts and act as counsel to your purchasing agent in getting your money's worth! CENtial 2743 The Audience's Language — (Continued from Page 18) showing farm machines in action, films addressed more to the manufacturer than to the farmer. Today the tide turns back to drama with such film successes as Under The -t H Flag, Aces of Action (responsible for 360 direct sales, and 10,000 prospects) and Writing Your Own Ticket. "I like drama," says the farmer, "because I can see the people in the film are up against the same things I am. If machines make the job easier for them, I can see how they might do the same for me." WHAT DO WOMEN LIKE? The ne.\t biggest national buyer is the Mrs. What does she say about sales films.'' "I can see good dramatic pictures at our regular movies, so I like to see pictures that tell me how to do something, that give me some good suggestions on how to make my work easier. Take that program on how to buy meat. I never did know whether I was buying a good cut or not until I saw that movie at our Eastern Star meeting. And the one on 'make-up' they had down at Jones store certainly sold mc that cleansing cream." It seems that whatever women want, they want to know more about. And the manufacturer who tells them that, sells them. Backfence gossip today isn't informed on the fine points of fabrics, the composition of cosmetics, the features of cook stoves. But the business film can give the low-down on all these things. It's just as nosey, and more revealing than the greatest gossip that ever grew by a fence post. So at least one movie pattern for the Mrs. is a talkie that tells her all about it. But how about the items for everyone? What films have successfully sold John Q. Public? Of course there's no easy answer to that question. One thing does stand out in the theatrical sales films. Generally speaking, the more varied the audience, the higher powered entertainment required to impress them. Here are a few of the movie techniques and patterns used in "minute movies', 'playlets', 'trailers' and for a few longer theatrical releases. Chevrolet (animated cartoons, color, playlets); Westinghouse (color); Alka Seltzer (playlets) ; Coca Cola (local newsreel) ; Brown and Williamson (screen vaudeville in automovie) ; Chrysler (thriller and travelogue in longer theatricals) . Most of these films apply the pattern of printed advertising. An attention-getter leadin to the product. Not always but frequently, the closer the tie-in the better the film. You will notice, too, that the longer the commercial theatrical motion picture the farther into the background the product is pushed. Many of these films are like a kiss in the dark — sweet — but whose lips? That's the question. NEW TECHNICAL FILMS UFA FILMS. NEW VORK CITY. TO WHOM CREDIT IS DUE FOB THE unusual X-Ray filni.s pre.sented in these pa;;es last month are distributing the film Liquid Air here illustrated. LIQUID OXYGEN IS MAGNETIC. HERE IT IS BEING DRAWN BETWEEN poles of this powerful electro-magnet where it forms a bridge Ijetween the pole faces. ♦ Most successful films, irrespective of the audience, have a liberal allowance of IMAGINATION. All groups react to it. It is the life blood of salesmanship and showmanship. The question, "If I had it what would it be like?" precedes desire and possession. The net answer to that question once we get it, is, "Imagine it would be like this" and then we mention some concrete thing with ichich he is familiar. When an advertiser shows his candy resting in a bed of mint with dew drops glistening on its leaves he is selling the flavor of the candy PROJECTION SERVICE ■A COMPLETE MOTION PICTURE DISTRIBUTION SERVICE In all phoses for Theatrical and non-lheolrical pictures. The non-theatricol lervice includei supplying projectori, screens, operators, etc., and tronsportotion. King Cole's Sound Service, Inc. 203 East 26th Street, N. Y. C. Lexington 2-9850 Local operatint point, m upprr N. Y.—N. / and Conn 16mm. 3Smm. ACTION Motion Picture Service 358 West 44lh Street New York City Completely equipped for servicing all makes of 35mm. or 16mm. sound or silent equipment. Equipment Operators Business Screen