Business screen magazine (1961)

Film Users. Producer^ lell How to Get '•Maximum Results from Business Films" A Keport on the ANA-FPA New York W orkshop nPwo Hundred and Fifty film -■ sponsors, producers and service industry people took part in a workshop on "How To Gei Maximum Results From Your Business Films" organized by the Film Producers Association of New York with the cooperation of the Association of National Advertisers at the Plaza Hotel. New York. January 17. Registrants — about 75 percent of whom were users of film rather than suppliers — heard the principal luncheon speaker. Roger W. Tubby. .Assistant Secretary of State for Public Affairs, outline his views on "How Industry Communications Programs Can Support American Foreign Policy." Show Techniques That \\ ork A series of panel, filmed and individual presentations by leading advertising and audio-visual executives demonstrated successful planning, budgeting, production, distribution and evaluation techniques now working for .American business film sponsors. Presiding Chairman for the daylong event was Willis H. Pratt of the .American Telephone & Telegraph Company, and Chairman of the .A.N. A. Audio-Visual Liaison Sub-Committee. Robert Bergmann of Filmex, Inc. was head of the F.P.A. planning committee. Coordinator of the program was Wallace .A. Ross, industry public relations consultant. A Report on Film Budgets A highlight of the program included the announcement of an A.N. A. report on budgeting of film productions presented jointly by Alden H. Livingston of the duPont Company, and Peter .Mooney of Audio Productions, representing the F.P.A. William Van Praag of Van Praag Productions, then president of the F.P.A., welcomed participants in the workshop, stressing the common interests of both users and suppliers in the business film industry. The morning's program saw five representatives of major industrial and marketing concerns introduce clips from films which have been successful for ihem in various business situations. Bruce E. Sturm. Director of Advertising and Promotion of Jantzen, inc., presented Once Up on A Smile, produced by Elektra Studios, New York, to merchandise Jantzen's advertising campaign to its sales staff, dealers and the public. Mr. Sturm said that his company had used the film and its elements in many ways. The music from the sound track has been used in advertising, art had been used in counter cards, and film, itself, had been featured in sales meetings, press shows, sales showrooms, for re. ail sales train, ng and for special store promotions. "Our Most Flexible Medium' "Film is the most flexible medium we have." Mr. Sturm said. "We find it to be almost always appropriate and proper for dozens of applications — and we are finding new ones daily." George Mosley. Vice-President SPONSOR EXECl Tl\ ES TELL WHAT THE FILM DID FOR US" C. T. Smith, General Statisticion, Marketing and Public Relations, at American Telephone & Telegraph. Jack L. Siegel, Manager, Film and Television News Activities, Internationol Business Machines. Bruce E. Sturm, Director of Advertising & Promotion, jantzen. Inc. Kenneth P. Donellor,, Public Relations Staff, Ford Motor Company, William Torpey, Advertising Monoger, Remington-Rand International. George Mosley, Vice-Pres., Advertising, Jos. E. Seagram & Sons. Presiding chairman Willis H. Pratt of AT&T ci. head of ANA audio-visual g of Joseph E. Seagram & Sontroduced We the Salesmen, Se grams 1961 national sales con vention film made by Robert Klae ger for Transfilm-Caravel, as a illustration of motivating a com pany's sales force. William Torpey. Advertisin and Sales Promotion Manager c Remington Rand Internationa showed Remington 11, made b N'ision .Associates. New York, t introduce the new Reminglo portable typewriter to 475 sale offices around the world — a| example of film's assistance i expanding markets abroad. Describes IBM Film Success Jack Siegel. Manager of Filil and Television News Activities f International Business Machint] Corp., introduced The Quesii Tree, corporate relations film pn duced by Henry Strauss & Con| pany. New York. The picture h,-] received wide-spread theatrical a group showings as well. Kenneth P. Donnellon, of tl Public Relations Office. Ford Mi| tor Company, presented the 19 Ford Introductory film. Got Made, produced by MPO Vide tronics. New York. These and other business filnl were shown to workshop particj pants during a "Screen-O-Ram: portion of the program. (Aut' matic repeater projectors were sj up in anterooms so that those i tercsted could watch parts of ; the films. Written descriptions each film were provided.) Each of the ""Screen-0-Ram;i pictures illustrated a specific bu: ness film use. Among them we productions made for Theo Hami Brewing Company. Brunswick I ternational. Gulf Oil. Volkswagei Connecticut Mutual Insuranq Schering. Firestone. Esso, Gra Rock, and the Association of Bu ter Business Bureaus. (CONTINUED ON PAGE 80 BUSINESS SCREEI