The Screen Guilds’ Magazine (1934-10)

12 The Screen Guilds’ Magazine Ensembles by Pennington that are distinctively NEW AND SMART Cnsembles of Forstmann s wool with coats of varied length . . . some have fur- trimmed capes . . . ir* resistablv appealing in color and line. $ 19.75 from $ 69.50 to $ 24.75 ^J-^arned clever . .. these three-piece suits of knitted woo! with contrastingly striped sweaters. I he pleated backed jackets are smartly mannish. Tennington’s WILSHIRE Mrs. Innes Kinney and Margaret Kinney 9753 Wilshire Boulevard Beverly Hills A few doors east of Santa Monica Blvd. w -Cy am m 'Aa&k parti/ tailhoutj/otqers TpVERYTHING is ready for the party—the gown, the escort and the expectations. Oh, no, the flowers —they have been forgotten. Tele¬ phone to us and we will send the bouquet that will make a pleasurable evening certain. Flowers- IN BEVERLY HILLS 9526 Santa Monica Boulevard CRestview 12121 Extra Millennium By LESLEY MASON A new broom has come to sweep out the cobwebs, the dust and dirt said to have accumulated at Central Casting. A herculean task, comprising: abolition of favorit¬ ism, rotation of work in the various classes, establishment of a complaint bureau, courteous treatment, the setting up of an extras* committee to confer on problems of the bureau and to make recommendations. Mr. Mason tells you of the jnan who promises to accomplish these reforms—which will make Central Casting heaven enow. C ampbell MacCulloch has drawn the experience which qualifies him to fill successfully the executive direc¬ tion of the Central Casting Bureau from many fields, of which the motion picture industry itself is but one. He has distinguished himself, at vari¬ ous times in a long and active life, as one of the pioneer industrial publicists, as a magazine writer, a playwright, as a commercial investigator, a corporation executive, and as an electrical engineer. It was as an electrical engineer that young MacCulloch graduated from the University of Toronto, and set. up in practice in New York City. Three years later, the then almost virgin but highly promising field of in¬ dustrial publicity lured him away from his first choice of vocations. As the organizer of the first industrial publicity bureau in this country, he handled pro¬ motion activities for William Gibbs Mc- Adoo, J. P. Morgan & Company, and for the Guggenheim Exploration Company, going to Brazil and France in the inter¬ ests of the latter firm. Busy as those several years were, Mac¬ Culloch still found time to contribute articles to various magazines, and to be¬ come the literary father of three plays. By 1915, the motion picture industry attracted his restless and eager mind. The era of famous plays, famous players and eminent authors had begun to get into its stride. MacCulloch got into mid¬ stream with the organization of the Tri¬ angle Film Corporation, in which he played an important part. Before he left that concern, he had been, in succes¬ sion, its advertising and publicity direc¬ tor, business man, studio manager and scenario editor. Followed an interlude of commercial business, during which MacCulloch made shrewd use of the innate talents he had sharpened and sensitized in the show world, along the more prosaic avenues of mercantile activity. In 1919 he became vice-president of the American Business Corporation. Three ye^rs later, he represented the American Chemical Manufacturers’ As¬ sociation at Washington with distinct success. The following year he became assistant to-the president of the Chipman Chemical Engineering Company. Shortly thereafter he organized and sold the Arsenic Products Refining Company, of which he was president. With the sale of that firm, MacCulloch returned to his earlier work of industrial engineering and corporation reorganiza¬ tion in New" York. For two years he made headquarters at the M-G-M studios in Culver City, making an exhaustive industrial survey of the institution, and mapping out a complete revision of general practice on the lot. That work completed, he turned to a series of commercial investigations and reports that kept him busy for several years. During 1929 he edited for the Academy of Motion Picture Arts and Sciences a work, still unpublished, under the title, “An Outline of the Motion Picture.” When it was decided to bring out a new edition of “The Birth of a Nation,” “illustrated” with sound effects, Camp¬ bell MacCulloch was the man selected to take charge of the difficult undertaking. At the conclusion of that task, he was called upon to make a survey and outline a plan of reorganization for Universal City. MacCulloch devised the first budget system used in the motion picture busi¬ ness. The modern trailer is a grandchild of his brain. In 1926 he worked out a system of pre-production editing which has proved successful in its application to the making of pictures. Those who know his career most inti¬ mately are confident that his long and diversified training in the handling of men, women and situations, in both the¬ atrical and commercial life, will make him equal as an executive, to the solution of any problem that may come before him.