Business screen magazine (1938)

>i>-^.-^ >» ;;-wji^, •^■s, i.'n'>A'**1»>; «siV'"^-'**"' CAMERA EYE^; NEWS AND COMMENT OF THE STUDIOS THE ixsiDE sTOHv: In pixparatifin for early 1930 releases are several important Business Screen surveys. Most significant of these is the first generally accurate reporting of the volume of slide film and commercial motion picture production for the past year. Practically as helpful to the user of this medium is the intensive study of theatre screen advertising now just beginning to get under way. A third broad survey to be made is the census of all production, distribution and equipment concerns active in this industry which is to be released in a first annual "directory" edition, contemplated for December but so difficult a task that it will be rekased in late January instead. The advertising film buyer will be interested Ml stveral illuminating discoveries made early Ml the research for theatre screen facts. First, that the publicity accorded the so— called "bannuig ' of theatre screen advertising by nationaltheatre chain operators had verj little foundation in fact principally because some of those tluatres had never shown sponsored films; othns were continuing to show them as they had toi months previous because local controliiiig influences had noted their acceptance by tile public. Again, the number of theatres acCLpting "minute movies" is undiminished and the number accepting the longer one-reel subcets (on general topics such as safety, etc.) was glow ing. Note that Chicago's deluxe Roosevelt screened U. S. Steel's magnificent color documentary as have hundreds of other class houses throughout the country. THE NEWS budget: Standard Oil of Indiana lias another feature in the cutting room for 19:59 distiibiition. Agency participation in comiiier( lal film production is growing: its growth will In healthy and profitable if those in charge arc smait enough to use the brains and experience aluady in the field. Which brings to mind that a definite and thoroughly recognized policy regaiding agency commission would help unite all the producing forces and stimulate production Film departments are impractical for all but a few of the agencies but an experienced contact executive and close laison between the iLsearch staff's of producer and agency might result in better production for the client. How about "big-name" talent? Industrial hliiis have often drawn upon Hollywood stars tor their casts — of more importance is the demand for stellar technicians; great directors, etc It ought to be generally recognized that major producing organizations in this business film field already employ that kind of talent and that outstanding cameramen, scenarists and directors are on their permanent staffs or under contract to them. A little publicity for these unsung heroes would go a long way. The addition of more of this kind of talent would contribute to the progress of the industry. .SIGNIFICANT trends: The realization that the arrival of television may well bring to commercial film producers another outlet for the screen subccts purchased by the advertiser makes this subject worthy of editorial note. To all queries addressed to this department we advise reference to remarks of Zenith Radio Corporation's president. Commander E. F. McDonald. Jr. General use of television in the homes is just around the corner for the stock salesmen only." he says. "The offering for sale of television receivers at this time in view of the present state of the art is, in my opinion, unfair to the public, and premature, both for economic and technical reasons. Such premature introduction of television commercially will result in loading the public with undue experimental replacement, cost." That television will eventually figure importantly is evidenced by Zenith's currently active research. THE SCREENING ROOM: Among the new films is Safeguarding the Speechivays — sound motion picture portraying the manufacturing processes of the Western Electric Company. It was completed at the studios of Audio Productions. Inc., and is ready for release to interested audiences throughout the country. The film is one of a series of new pictures, arranged liy P. L. Thomson, Director of Public Relations, and W. A. Wolff, Advertising Manager of Western Electric, to describe production activities at the various plants of the Company, in line with a new appreciation of industrial information which has been recently demonstrated. Commenting on this factor of "box-office" appeal for industrial relations. Time, the newsmagazine, in a recent issue, said: "Last May, Western Electric held open house at the Haw(Please turn to Page 39) FROM AMONG THE HUNDREDS OF SUCCESSFUL COMMERCIAL MOTION PICTURES AND SLIDE FILMS PRODUCED LAST YEAR BUSINESS SCREEN fiiiliirs will Slum aiiiiounee a selection iil' tlm.se mite\vortli\ I'ur various achievements. Will these inclurle the sound motion picture Httjhittjhts and Shadoji's tPictured at t(»p, right) or Men Make SteeL the Technicolor industrial gem (just below)? Cooper's slidefilm Hoihonse Leys or -American Can's Jerry Pulls the Strings (bottom right) had jobs to do and are doing them extremely well. Any other nominations? Please write and tell us of your choices'