Business screen magazine (1961)

r m VIEWPOINT E Paths Ahead for the Sponsored Farm Fihii l>> Dana Bennclt. The Farm Film Fuiiiitlation WHAT Lies Ahead for the sponsored farm film? The crystal ball indicates three major "musts" if such films are to continue to play an important role in rural America: ( 1 ) They must be aimed at an audience whose level of literacy is constantly advancing; ( 2 ) the story they tell must be much more sophisticated than in days of yore: (3) how-to-do-it films will continue in strong demand, but product-sell in them must be subtle and held to a bare minimum. Here is the reasoning. Because of the technological explosion in agriculture, fewer and fewer people are producing more and more food and fibre. Every indication is that this trend will continue into the indefinite future. The result is larger and larger farms and ranches requiring greater and greater amounts of capital and buvins laraer and more expensive equipment. The folks operating these "factories-in-the-field" are college graduates, often with advanced degrees. They are top will always be a real need and a big audience for such at the vocational agriculture high school, college and after levels. But superficial "quickies" in this department will do their sponsors more harm than good, especially if the advertising lads get in their wicked hands and insist on "hard sell" at every turn of the cam shaft. So. the crystal ball shows a great future for farm films. // sponsors grade people themselves; secondgrade films aren't going to interest them. It follows, then, that while the farmer of the last half of the 20th Century raises 100 bushels plus of corn per acre, he is quite as allergic to it in his films as are his professional opposite numbers in the city: A picture of a beautiful corn field, yes; the "Perils of Pauline." a thousand times, no. .As for the how-to-do-its. there and producers keep up with their audience — which undoubtedly they will. ^' * * :S How lo Plan Belter Meetings Service Offered by 3>I Co. -Want to plan a better meeting.' A nation-wide program to help businessmen prepare, plan and conduct better business meetings, conferences and training sessions has been announced bv the Min nesota Mining and Manufacturir Company. Available to all interested o ganizations at no cost and on the own premises if they desire. lY service is a joint effort of the 3h company and its 189 dealers Thermo-Fax visual communic; tions and copying products. Trail ing sessions can be arranged b contacting the nearest Thermc Fax dealer or the 3M compan in St. Paul. 5 « :;: * National ("ouneil of Churches Film Produced hy Hoger Tillo " Roger Tilton Films. Inc. h started production of a 25-minut film for the National Council < Churches of Christ. Entitled Moment lo Act, th film is being produced in Sa Diego as part of the study projei on People of Special Needs fc the Commission on Missionar Education of the National Cour cil of Churches. Information ma be obtained from Department ( Audio-Visual and Broadcast Edi cation. National Council c Churches. 475 Riverside Drivi N. Y. 27. N. Y. ij We Have What It Takes to Creatively Communicate! Our new Chicago studios are the latest in the field . . . but one key ingredient remains unchanged: each picture is an indi\idiial creation b\' our top people . . . none are left to second or third stringers. THREE SOUND STAGES; RCA HI-FI MAGNETIC-OPTICAL SOUND ■35nim, f6min photography; location ur studio rtcoidiug; music ami sound effects library; complete editing facilities (16, 35 Moviolas); mixing, dubbing (V4" 16mm-17'2-35mm niagnetic-to optical). Creative script services plus co-operative production assistance available in all departments. .Motion Pictures; Sound Slidetilnis; and Television Commercials. You're Invited to Preview "In the Light of Tomorrow." The client sa\s: "an experience without tensions, temperament or handicaps often associated with filmaking . . . your expert knowledge of technicjues iUid your creati\it\ and enthusiasm were plus values." JACK LIES PRODUCTIONS PRODUCERS FILM STUDIOS i230 West Wastiington Street • Chicago 7, Illinois I Phone: CHesapeake 3-2600 -^