Business screen magazine (1959)

II //. I'lau. Jr.: QUALITATIVE STANDARDS PROVE VALUE OF FILMS i^ Any activity to acquire status must be shown to be a wortiiwhile. effective project vviien compared with competing activities that already have the desired status. This is true of audio-visuals, particularly the motion picture. More money is spent each year in producing motion pictures on the basis of faith than almost any other informational or advertising activity one can mention. It is as though we were producing automobiles without any guarantee or knowledge of how far they will go. where they will take us, or what the cost per unit results will be. Evaluation Needs Attention I believe that if we want audiovisuals to be considered seriously by advertising managers and management in general, we must give attention to evaluation. On a quantitative basis, motion picture costs per thousand viewers per productive minute compare favorably with other media. Many cases are on record where such costs are much lower. However, when we compare the motion picture on a qualitative basis, we move into an area in which the motion picture is particularly outstanding. It is in this area of quality that films easily prove to be more effective, efficient, and economical than other media. Area of Least Research These are the factors that should be emphasized and stressed to upgrade the status of audio-visuals. These comparative data should be ■ accumulated and made available. Unfortunately, however, it is in the area of qualitative analysis that least research has been done and in which we have the most difficulty presenting significant facts and figures. This, I believe, is our inunetlialc challenge. — W. H. Pratt, Jr. Film Maiuii-er, American Telephone & Telegraph Co. CINE Presonl.s Venice Festival Awards 4'wmmitl<-< »ii Inti'riKilitinnI .\on-Tlifalri<-»l Kvi'iltN In ■ ItiNl 111 \\ iiNliiiiiiloii I'iliii l>i-<-s)>iilall<>n <in lli'iM'nihi-r lO Marshall (Mike) Hasp: VERSATILE, DEPENDABLE — WORDS TO REMEMBER .'.• Here's the way we can up-grade audio-visuals in our companies: 1. keep up on all the latest developments in the audio-visual field and see that your personnel is also informed. 2. Set a standard of being dependable for both personnel and equipment. 3. Have the versatility to handle all types of assignments. 4. Keep ever alert to new and improved methods. 5. Maintain good appearance of yourself and personnel at AV presentations. 6. Initiative and creativeness in presentations. — M. F. Hosp Audio-Visual Section General Mills. Inc. WORDS OF WISDOM FROM 27 LEADING EXECUTIVES i< This editorial symposium among members of the Industrial AudioVisual Association was initiated at that group's recent Princeton fall meeting. We began publication of these original contributions in our preceding Issue 7, continue on these pages and into our first 1960 edition. Thus far, some 27 of the mos: experienced sponsor a-v leaders in the U. S. and Canada have contributed valuable guidance to all who use audio-visual in industry, i^' AN Eniiiusiasiic Ckovsd of 600 non-theatrical film devotees, producers, educators and Washington officials, guests of the Committee on International NonTheatrical Events (CINE), viewed the presentation of films and awards for the 1959 Venice Film Festival on December 10 in the nation's capitol. Ralph L. Hoy. ClNE's Chairman, welcomed the group before the exhibition of the Grand Prix Winner, Non Basta Solianto L'Aljahelo (The Alp hah el Is Not Enouf-hl. which was specially brought from Italy for the evening. Embassy Man Presents Awards Donald E. Baruch. U.S. Delegate to the Venice Festival introduced Mr. Gahriele Parescc. Press Counselor of the Italian Embassy, who presented awards to the producers of American prize winning films. For Skyscraper, a breezy, heartwarming lilm about the birth of a Fifth Avenue skyscraper. Willard Van Dyke and Irving Jacoby received four diplomas and awards. These same producers, with sponsor Stuart M. Low of the Chas. Pfizer Co., were cited for Life of the Molds, a didactic film for teenagers from I 3 to 1 8 years old. Mr. Low was also rewarded for Dynamics of Phaiiocyiosis, another Pfizer-sponsored film. Other Winners at Venice Producer Phil Lerner received a first prize in the Documentary and Short Film Section for his film My Own Yard To I'lax In. which is a Above: (I to r) are (iahriele I'aresce: Donald /•-. Baruch, U. S. deleiiate at Venice; and Ralph L. Hoy, chairman of CINE. touching social document about the modern city child. For John Hubley. producer, Mr. Lerner accepted two awards for the delightful and imaginative cartoon film, titled Moonhirds. Nathan Kroll received a special diploma, the equivalent of second prize, in the Television Film category, for Appalachian Spring, a Martha Graham ballet, designed for the stage and expertly transformed into the terms of television. Dr. Homer Freese, from the Medical Department of Abbott Laboratories, the sponsors, accepted the award for Fire And Explosion Hazards From Flammable Anesthetics, produced by Mervin La Rue of Chicago. Dr. William G. Carr. executive secretary of the National Education Association, which has given invaluable aid to CINE, opened the program, welcoming guests to the NEA auditorium where the awards event was held. l>3' Below: (I to r) producer Irving Jacoby; sponsor Stuart M. Low: and producer Willard Van Dyke receive awards from Counselor Paresce. NUMBER 8 \ O L U M E 2 0 19 5 9