Business screen magazine (1961)

Dancers of the Royal Danish Ballet are featured in scene from Callex film, "Delightful Denmark." Caltex Pictures Span World: (continued from preceding page 35 ) ... In Sweden. Caltex films are shown as part of road safety meetings held all over the country. In Ponkoping. for instance, the meetings were announced by loud speakers on police cars. XOO people saw Calte.\ and safety films that night, and 1,100 more viewed nonstop showings of Callex films at the local cinema next day. * * * ... In East Africa, Caltex films in the Koasa language are shown to audiences of up to a thousand people at a time. It is said that this might have something to do with leadinc place of Start Kerosene, a Caltex product, in this market. * * * . . . The film. Frame Is a Garden, has reached an audience of 25 million people thus far. * * * . . . The United States Information Agency office in Beirut has made 96 showings of Caltex films in the past seven months. * :!: -t . . . An Heriuiae. the Caltex film on the Metropolitan Museum of Art. was the first, and thus far only, sponsored film ever to be shown on the Norwegian television network. It received the highest praise from all Oslo newspapers. In addition, the United States Information Agency has produced 321 prints of this title in both 16mm and 35mm. The agency is making arrangements to distribute these prints in 21 different languages lo USIS posts in 72 countries all over the world. * * =f ... In the United States, as a service to the governments of the countries in which Caltex operates, films \\a\t been released to television stations (through Sterliitg Movies U.S.A.). * * * . , . Ihe Army, Navy and Air 1-orce have used the Caltex films worldwide as a means of orienting servicemen who are called upon to visit or serve in some of the 70 countries. Select Producer in the Featiiretl Locale Caltex motion pictures are usually made by the professional production company which is closest to the film's locale, providing this producer is thoroughly competent and has adequate facilities. Where possible, this will be a producer from the country being filmed, but it may be one from a nearby country. Mr. FitzGibbon controls all details of the work in progress from New York. He has retained This picturesque Shiek is seen in the Caltex picture on Bahrain, titled "Pearl of the Gulf." Film Counselors. Inc.. New York, to undertake a good deal of the technical supervision of the films. Musical backgrounds of a distinct national character are used, often composed and performed by leading musicians of the country being filmed. The content of each film is based on a theme which captures the spirit of the people's national character. Caltex works closely with cultural representatives of the governments involved, checking customs, taste, history, culture and tradition shown in the film for accuracy. This has resulted in a long string of Pictured at left is the Muskeg Tractor which carries projector and Caltex' prints once a month to isolated construction crews at o Northern Norway construction project near Ovre Vinstra. The tractor mokes its journey over deep snows in weather that drops to 30 degrees below zero. But films are welcomed by the men; ore sold to make on important contribution to their morale. f Linda Locson and Ben Reyes ore the hondson pictured in a scene from "Voyage of DisccI the Caltex film on life in the Philippines. endorsements by government officials countries portrayed. The only credits to Caltex are visual's in the titles or occasionally integrated log^ unobtrusively and tastefully in the story Talk in Friendly Way to Millions . . Caltex now has about two million il invested in motion picture production ar tribution activities. As films become dai perhaps in five or ten years — many oil will be replaced with new subjects, f overall program is a continuing one am placeable in the company's plans As Board Chairman Bramstedt pu: "These films can talk in a very friendl ' to millions of people that we otherwise o never reach. The program is a cuitu'' vestment that we owe to the nations in we do business. We believe it is a goi service that we. as members of an intern:! industry, owe to cur neighbors, to ou' country, and to .American interests in thi ern Hemisphere." Judge International Ad Film.! ii Widely popular throughout Europe! brief advertising playlets for thel screen presentation. These commeil films and their television counterparts! being currently judged for award hoJ at the 9th International Advertising l| Festival at Venice. Italy, in June. Out of the total of 920 entries in 1 groups. Great Britain leads with 80 ' ema entries and a total of 189 televi| spots. 79 theater playlets and 30 spots represent France; Italy has 67 j tries in the Cinema group; 43 TV sn West Germany submitted 34 the| films; 44 TV commercials. The U.S. only six in the Cinema group but I tered 45 television spots. 36 Business Screen MagI