Business screen magazine (1938)

SURVEY REVEALS THAT WOMEN FAVOR SCREEN ADVERTISING • 'l"hi findings of the Ladies Home Journal in its recent survey on "'What tile Women of America Think About Entertainment" will be of interest to commercial film users. Fijti/seien percent of the women said there was no objection to having advertising oj products shotvn on the screen. Contrast this with the statement affirmed by sixty-percent of the same women that too much tiiyte is given to advertising on radio programs and critics of screen advertising are well answered. What the findings might have been if the constant level of screen advertising were maintained at the high place attained by such films as those sponsored by U. S. Steel, Chevrolet, !Metropolitan Life, Fisher Body and other notable productions as opposed to the too-numerous locally-made and badly presented retail advertising shorts shown in many towns would be interesting to know. Certain it is that the screen's great power needs safeguards against abu.se. COLOR IN INDUSTRY ♦ The cover subject of the month was .selected as one of the finest examples of the recent trend to Kodachrome noted among national users of printed space as well as users of commercial films in color. The recent new DeSoto series features this technique as do numerous other campaigns including the promotional brochures and excellent calendar issued by American Airlines which features the work of Don Wallace, Chicago color photographer. Kurt Schelling lensed the cover shot in the plant of the Bridgeport Brass Company. CLOSE-OPS ♦ The 19.'i9 Oil-World Exposition to be held in Houston. Texas April •2-1--29 of this year will provide motion picture facilities for all exhibitors. Field and plant operations to be covered in daily showings provided by the Exposition will include drilling, production, pipe line, natural gasoline manufacture, refining and transportation. Pictures will be open to all visitors. THE INTERESTING GALAXY OF" PMOTOCRAPHS AT THE LEFT ILLUSTRATES VARIOUS TYPES OF EQUIPMENT USED IN A LARGE VISUAL EDUCATION LIBRARY SETUP. IN tills ca.^ one of tlie worlds largest is shown for tliis is the Ohio State department under the direction of B. A. .\uphinbaugh. Director of Visual Instruction. Such a setup may well be contrasted with the minimum of equipment needed by the average commercial film department as illustrated in the cut at the right. Propose Filo] Bureau ♦ The Executive Editorial Committee of Business Screen, meeting in Chicago this month, has prepared a proposal for the establishment of a first Film Bureau for the commercial film industry to operate w'ith offices in Chicago and Xew York. The new Bureau, forwhich further plans are now being drafted, would undertake the task of continuing statistical research for the industry and of relating the medium to the many lines of business to ichich it may he adapted. ♦ For the benefit of small companies who are too often inclined to accept the idea that the film medium is out of their class, the recent advertising yarn about the big-league pitcher who developed a curve that bafHed the canniest batters may hit the right note. It seems that the coach of a good minorleague team discovered the secret twist and approached his star moundsman. "Xothing doing," was the pitcher's reply, "That may work fine in the Big leagues. But my problem is different. This is a MIXUR league." ♦ Hills Brothers Coffee, sponsors of a new Cinecolor commercial "The Story of Coffee," finished shooting the film in San Salvador last month. HOW ABOUT THIS UNIT? AT THE SUGGESTION OF BUSINESS SCREEN'S EDITOR. ONE OF THE LARGE MANUFACTURERS OF FILM DEPARTMENT EQUIPMENT HAS OE5CGNEO THIS NEW COMPACT unit for the use of pro<lucers or commercial film departments. It contains a utility drawer, microfilm or slidefilm compartment drawer, racks for 14-400 foot reels and H — HOO or 1600 foot reels of 16mm. size and a rack for 6-35mm. reels. There are also 16 shelves for 16" records. Kewinders, splicers, etc. can be mounted on the top surface and included as standard equipment. Write the Scheen Ser^-ice Bureau, iO North Wacker Drive for further information if you're interested.