Business screen magazine (1939-1940)

MR. INDUSTRIAL ADVERTISER! YDU WANT TO KNOW: "^tMoA^ Can ^dffU Scd&Une4^? fr HERE ARE THE ANSWERS: 1 Films open doors — get your sales■ men in — help them reach the executives who make decisions, command the attention of busy purchasing agents. 2 Films visualize your products — ■ enable the salesman to show the smallest detail of construction . . . the most gigantic piece of equipment in action. 3 Films make the most complex • elements of your sales story simple and understandable . . . through use of slow motion, color, animated diagrams and other special techniques. 4 Films tell your complete story ■ without interruption — accurately, forcefully, every time, regardless of the salesman's efficiency at the particular moment. A Few Prominent Burton Holmes Clients Austin-Western Road Machinery Company Continental Steel Corporation Ice Cooling Appliance Corporation J. I. Case Company Libby.Qwens-Ford Glass Company Macwhyte Company National Enameling & Stamping Company United Electric Coal Companies BURTON HOLMES FILMS, INC. PRODUCERS • DISTRIBUTORS LABORATORY SERVICE 7510 North Ashland Ave. • Chicago Telephone: ROGeis Park 5056 THE AGENCY & FILMS Bv George E-Nzinger Vice-Prvsidcnt, Buchaticn & Company ♦ .More and More it is necessarj' for advertising to entertain and educate to be effective. \o longer is it possible to build a business by |iu|nilarizing a trade-mark and a slogan. Modern development of propaganda methods — through disguised publicity releases, "■educational" bureaus, '"promotional"' activities (which are in reality tampering with the operation of legitimate non-commercial organizations) — all these forms of commercial exploitation are tending to impair the effectiveness of straight-forward advertising. In my opinion, advertising itself must become entertaining and truly educational, if it is to com]>etc with the undercover activities of industrial information bureaus, household institutes, so-called research organizations, etc. The editorial departments of newspapers and magazines are no longer a bulwark against this barrage of commercial propaganda — they even co-operate with its disseminators. Moreover, the advertising agency man who still believes that straight-forward advertising can and should be the most important form of sales promotion, will do well to study the motion picture and its possibilities as an advertising medium. No other medium offers such ideal qualifications for entertainment and education in a straight-forward, legitimate way. Few agency men are qualified to produce an effective motion picture or are familiar with the existing channels for distributing it to secure adequate well-selected audiences. It behooves the agency man who wants to continue to be a factor in modern sales promotion to study seriously this new. powerful modern medium. RIGHT off the REEL (CuiUiinied from I'uf^e 13) ♦ Latest of the 1940 New York World's Fair pictures is Northwestern least's new breadmaking sound movie prevued Thursday, May second, at the studio theatre of Chicago Film Laboratory, producer. Hays MacFarland & Company is the advertising agency. * -i * ♦ The new Watkins Family series for the National Carbon Company has gone into production by Roland Reed with the first four-reeler now shooting in Hollywood under the supervision of William King, of the J. M. Mathes Agency and Mac McMullen, advertising manager of the National Carbon Company, * * * ♦ Approximately $200,000 of this year's million dollar budget of the California Fruit Growers Exchange will be spent on dealer promotion and relations. A field crew of fifty-five company representatives will be active throughout the country. * # * ♦ An increase in the use of motion pictures in the law enforcement field — for educating the public, for instructing police officers, and for gathering evidence — was noted by the International Association of Chiefs of Police recently. The Junior Sclectroslide, »ft£' automatic slide projector, shows sixteen glass or filmslides on continuous action. Now available from Spindler & Saiippe, San Francisco, and through dealers, nationally. The original DeJ'ry 3Snnn suitcase projector developed in 1913 by Herman A. DcVry is the forerunner of many extensive modern developments in the field of portable projection. THE SUPREME TEST [iRAVEN^a^^CREENS^ are the only screens used in the Kodak Cavalcade of Color at llie \\ orld's Fair Exhibit • The choice of Raven Screens by the Eastman Kodak (ionipany as the proper '*slag;e" lor this gripping, beautiful and symphonic spectacle in color was no haphazard one — but a definite selection prompted by the exacting requirements of the subject. The industrial producer who recognizes the value of carefully prepared advertising and high-grade salesmanship, appreciates — likewise — the necessity of proper and precise screen-rendition. For regardless of all the workmanship and thought and planning that may have entered into the making of your piclure — your audience will judge it by its appearance on the screen. Literature ~' — on request RAVEN SCREEN CORPORATION 314 East 35th Street New York [24] Business Screen