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The beer pours and Niagara stops: ARRIFLEX' 35 shoots both ''as usuaF'for HoUandWepan Productions, Inc.
In the age of specialization, the commercial film producer may be likened to the Renaissance Man— facing new situations and challenges each day. So it is wtih Holland-Wegman Productions of Buffalo, New York whose credits encompass TV commercials, industrials, documentary features, educational films— virtually the full spectrum of in-and-out-of-studio assignments. Two jobs recently completed by the firm indicate the diverse— and often fascinating— nature of the work handled by the commercial film producer.
One included a 60-second commercial for a brewer in West Virginia. Here, the job required H-W/ crews to show a foursome relaxing on the patio, chatting amicably over bottles of beer. Although such a spot might easily have been shot on location, H-W felt it best to stay in the studio. Here, sound and lighting both are far more malleable in the director's hands— both able to make or break the viewer's appetite for the sponsor's beer.
But on another job, no studio could have housed the subject— Niagara Falls. H-W had been in the midst of a film concerned with the geology of the world famous waterfall, when a separate government sponsored geological survey ordered the water "turned off" in order to investigate the land mass beneath. Writes H-W President, Paul Sciandra: "How lucky could we get? Right in the middle of our project, someone decides on this never-to-be forgotten and never-to-be duplicated event. At the moment the water stopped, revealing to the eyes of mankind the land beneath for the first and only time, our Arriflexes were really recording a piece of history. But as far as the 35's were concerned, it was just business as usual— in, out and around the setting as quickly as feasible, as reliably as always."
Even when the action can be repeated, such as in the studio, H-W's personnel approach each shot as if it were now-or-never. This professionalism helps explain the firm's success with such clients as Xerox, Ford Motor, Marine Midland and many other national names. It also explains the company's selection of Arriflex 352C cameras. Noted for their lightweight and compact design, they combine total mobility with the proven reliability of their rock-steady film movement. And with its complete accessory system, the same Arriflex masters equally the requirements of sound stage or river bed.
But this was the thinking behind the Arriflex's creation: to be as versatile as the filmmakers who consistently rely upon it.
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