Business screen magazine (1946)

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in the filmed parts of the show. After ihc AMC" presentaiion. the three smaller theaters were mined to the store floor. The iimersphcrc theaters were set up in the Mod Shop with a taped sound traek and a programmed slide show. New fashions were shown, and a live model stiH)d nearh\ . I'hc tunnel theater was set up in the home furnishing department. For the entire Higbcc show. Sant'Andrca used: 12 Higbcc executives, 16 fashion models, one dancer, plus taped narration, film and slides. Hquipmeni used includeil five Kodak Carousels, one Bell and Howell 16 mm motion picture projector, Sant'.-\ndrea"s own speaker system and lights (three follow spots and an ultra-violet light). "It's not the number of slides that is important, but what you want to say," says Sant'Andrca. "It's a matter of merchandsing, as opposed to advertising." He adds, "If you spend a lot of money on the hardware, there's less to spend on the sullware. and that's where the message is at." This point has gotten Sant'Andrca much mileage from "Space." Easy modification of software has allowed him to adapt the show for varied audiences. In fact, "Space" had been presented at the Art Directors' Club, as well as at Knoll International (office furniture company), before it was adapted to Higbee's needs. After the success of "Space," Sant'Andrca developed "Change" for Goodyear. The two-hour production consisted of four troupes, each with its own sets, filmic software, lights, sound system and slide and motion picture projectors. The live company consisted of twelve singers, dancers, actors and actresses who wore white costumes against HMJ feet of multiple screens. Numerous interesting slide and motion picture effects were projectcil on the cast, assimilating the live performers right into the film, as was done with the dancer in the Higbee presentation. Again, this was multi-media in its broadest sense, as the four companies travelled tt) different cities, motivating tire sales people. Interestingly, despite his wide use of films and filmstrips. Jim SanI' Andrea has some surprising speculations as to where thev are headed. 16 Hedging a bit. he comments. "I may not tell you where they're going, but you can draw your own conclusions." Then he adds, "... I don't think they'll die . . . They may come back as a chameleon in another form . . . "Strip film is probably going to give way to cassettes and super-8 to tape." he says. Other media which interest Sant'Andrca are holography and clectnmic A-V. "These media arc those of the future." he says. "Videotape and holography will be used not only on screen, but in other projections as well." Speaking of screens. Sant'Andrca has produced some dynamic effects using colored ones. "Colored screens are part of the color mix," he explains, "part of the palette . . . They create an aura of interest . . ." Another method Sant'Andrca has used to obtain unique effects is to embed ultra-violet paint on the screen. He then uses a black ultraviolet light to make visible what is painted on the screen. He explains that he can project slides or motion pictures without the ultra-violet light and the painted message will not show; if he combines regular projection with the ultra-violet light. Tunnel theater used for Knoll Inter national presentation was repainted and adapted for Higbee's. Live model peeks inside innerspher theater to get the message. the result is a mixed effect. Asked how effective his philoso phy and techniques are at sellin. people. Sant'Andrca summarize with, "The co-mingling of the var ious media is what it's all about . Judging from trends throughou the United States, multi-media, in deed, appears to be "what it's a about." — MB Motion picture on the spherical screen and slides on the square ones are coordinated in presentation inside tunnel theater.