We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
WESTINGHOUS
ZJ-ltmA tne ^air
In TECHNICOLOR
Business Screens own camera reports the waiting lines at the Chrysler. Coea-Cola; other Fair tlieatres.
The World Fairs' BEST SALESMAN!
• It isn't the urbane Mr. Wliakn who does the best joli of selling now that the New York Fair is liitting its mid-summer stride. Grover takes a back seat to the several hundred-odd films and moving visual displays that are stopping the throngs and making them come back for more. From Aetna to Zellerbach, the pictures are packing "em in at New York and San Francisco.
Since, as Business Sciee7i has always argued, a good comnicrcia! film is, in itself, a veritable World's Fair, it isn't any wonder that the theatres of Coty, Macfadden, National Biscuit, General ^Motors. Johns-Manville. Household Finance, Chrysler and Metropolitan Life are "naturals" where the exhibitor and his public meet on the most excellent basis possible. For the visitor gets restful air-conditioned comfort and a well-presented sales storv which reasons with
the intellect the while it entertains with humor and variety. The exhibitor may be quite satisfied with the knowledge that a potential customer has listened to an institutional presentation of his business for a lengthy period and with maximum receptiveness.
That all sounds pretty fanciful but the preliminaries of Business Screen's authoritative survey of the New York World's Fair reveal that an average of 11 minutes is spent in each commercial movie theatre by visitors attending these .showings and a great majority of the films presented have a direct selling appeal. Straight selling reaches its zenith in such pictures as Chrysler-Plymouth's In Tune With Toniurrou where audiences watch with unabated interest the assembling of a Plymouth automobile for almost ten minutes. (See next page)
The animated color film Pete
The Middieton Fami
y in the Movies
* When "Bud" Middieton and his fellow conspirator. Grandma Harri.son, at last manage the unmasking of .Nick Makaroff for their beloved "Babs", it is a safe bet that the story of the Middieton Family will have a pretty tight hold on the hearts of audiences from Nantucket to San Diego. Just now the "Middletous" are faces on the cutting room floor at Audio Productions Long Island studio and in the Technicolor lab. By mid-August they will be ready for formal introduction by Westinghouse and Fuller & Smith & Ross executives who supervised the $70,000 Techiiirolor film production. The Middieton Family at the Sew York Fair. By way of prevue. the story embraces the adventures of the Middleton Family (advertised in full color pages by Westinghouse in national ads these past weeks) at the New York World's Fair. Most of the action centers around the Westinghouse building with its thousand and one electrical miracles. Production in Technicolor by Audio Productions, Inc., was directed by Robert R. Snody. with Reed Drummond, film executive of Fuller & Smith & Ross, in charge for the client. George Lewis, Marjorie Lord, Jimmy Lydon, and Harry Sherman are in the cast of well-known iilayers which also includes radio actor Ray Perkins.
Roleum and His Cousins presented as the feature attraction of the Petroleum Industry exhibition is typical of a number of public relations pictures, wherein entertainment carries the subtle theme of the sponsor. In this case, however, the animating technique is too obvious and the sponsor's message apparently subordinated to experiments with stop-motion photography, novel puppets and color technique.
In contrast to this, however, the first Walt Disney all-color "commercial" brings out Mickey Mouse as a National Biscuit patron and an accompanying Technic(dor short subject introduces Walter O'Keefe in Around the Clock With the Cues. The entertaining antics of the familiar Mickey make an ideal combination with the almoststraight selling of the O'Keefe short. Comfortable theatres at
(Please turti to the ne.rt page)
XuMBEH Eight
17