Business screen magazine (1938)

• "The Cracker Barrel Era" is a phrase exploited by the Breskin & Charlton publication. Modern Packaging in its film Over the Counter and Off the Shelf ... to designate the awkwardness, dissatisfaction, and un])leasant practices of old-fashioned packaging methods. The film takes the customer (hand in hand with the advertising man and salesman) back to the grocery store Breskin & ^^ not-.so-long-ago . . . Charlton pictures graphically Use Films the lack of sanitation that prevailed. The useful "mouser" creeps about, dangerously near open food containers. Barrels, crates. baskets, cruets, tubs, open boxes typifies the containers of that day. Modern Packaging selected the package "characters" from a prize contest featuring '21.000 packages entered in the 1937 All-.\merica Package Competition, d'i having been chosen. Three copies of the film are being routed steadily, before select groups in the U. S.. Canada. Australia, England. France. Sweden, and Switzerlanii. Released free, the film was designed to educate executives, artists, commercial students in the advantages and salability of well-designed packages. Reports from industrial, engineering and chemical clubs, chambers of commerce, advertising clubs, who have had an opportunity to see Modern Plastics Preferred, the first non-technical, non-commercial film on the subject of "plastics" have been gratifying. It was produced in sound and color for Modern Plastics Magazine, another of the Breskin and Charlton publications. The film gives the first and most educational picture of America's youngest and fastest growing industry — plastics. It pictures the origin of the various plastic materials in the laboratory, their production in steel molds with pressure and heat, and al.so other processes and shows their application for products used in every conceivable industry, which are better looking and better functioning. ♦ " Komo-Kjr presents the Pacific North icest " With Radio those words flashing across the screen. komo-k.ir inaugurated the use of sound motion pictures to portray dramatically — forcefully — Stations convincingly — to Sell Time Eastern time buyers the potentialities and meaning of the great Pacific Northwest. After an initial showing and some publicity in Seattle newspapers, requests for the film came from clubs, service groups and educational organizations until a few months ago the picture had been shown iSi times to 57,0.'53 persons in the East and the Pacific North Recently the film showing the KOMO-K,IR studios and facilities was shown to over 1.000 pa t rons of the Broadway Theatre in Seattle — after which it was booked for ten days at the Everett Theatre and the (iranada Theatre in Everett. Washington. The entire project has been a revelation according to station officials and the market statistics unearthed to l>uild the film have supplied added ammunition for sales drives. Not only has the production sold Seattle on komoKJR, but it has sold komo-k.jr's personnel on itself. It has given KOMO-KJR renewed impetus to sell its market, and it has helped other advertising media to sell not only their media, but the market as a whole. ♦ Safety Engineering of New York city has produced The Truck and the Driver, another type of film contribution liy a trade publication. In the graphic arts field, the sound film ])rodnced for Rapid Electrotype Cincinnati is noteworthy. This production shows all the company's plants as well as the various operations in the manufacture of electrotypes and matrices. The paper companies, including Sutherland. Kalamazoo. Hammermill and several others have also contributed educational and public relations material of interest. RIGHT: SCENES FROM thc Chicago Tfibune film Trees to Tribune.^, produced by Wilding Picture Productions for the Chicago newspaper. Below and left: scenes from I'll Tell the World, the new Liberty Magazine-Macfadden film soon to released. Other Fields for Pictures company of Newspapers & Film Promotion ly For bringing the institutional ■ story behind the making of great metropolitan newspapers, a "natural" for exciting film drama, the motion picture and .slidifilm are excellent. Here the film medium serves to humanize the paper with selected family groups of readers and to "sell" the paper to its advertisers. _ _ SuchpicturesasAZJau From Trees ,,,, ^, o . _ ., 11 itli the Sun, produc to Tribunes ^.,| ,.^,_. ^^^ ^^^^. york Sun, Seeing the Sun. for the Baltimore Sun paper.s. From Forest to Xeusboy, Modern \eus in a Modern Way, A tspaper in the Making. Daily uid Tree.i to Tribunes are •al production efi'orts. The Chicago Tribune sponsored Trees to Tribunes for exhibition in colleges schools and before local civic organ izations. It is supplied in 16mm. sound and runs approximately 30 minutes. An absorbing film with professional production, excellent narration and background music, Trees to Tribunes presents a panorama of all major activities of this Chicago newspaper. . • In Make It Your Bureau of „ . ^ ,, J. J . . Business, a new talk ing slide film produced Siidefilm ,_,y ,jjp Bureau of Ad vertising of the American Newspaper Publishers' Association for use by advertising salesmen among auto dealers, is the latest development. This siidefilm sells the value of newspaper advertising through the adventures of a progressive automobile dealer and features the introduction of four successful automobile dealers.