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very recent development; even six months or a year ago the argument would have been hottest over the question of whether or not meters themselves were professionally worthwhile. It can hardly be a coincidence that this change has appeared during the same period the new "fast films,” such as Agfa Supreme, were being introduced. All of us who make or sell film should feel gratified that our products should have a part, however incidental, in furthering so important an advancement in the industry.
'The financial columns of our news-*■ papers have frequently chronicled instances in which nationally important corporations have, even during these years of depression and recession, paid dividends to their stockholders. But they seldom record instances in which corporations pay dividends to those who use their products.
Yet that is precisely what the AgfaAnsco corporation has been doing to an increasing extent over the period of the last four years!
How. you ask?
What else can you call it when a firm offers products which in addition to giving improved basic quality, also permit those who use it to effect notable economies? To save money that they would otherwise be forced to spend?
Let’s look at the record. Four years ago was introduced the first Agfa Infra-Red negative film. This enabled the producers and cinematographers who used it to obtain better, more convincing exterior night-effect scenes, at the same time saving the costs in equipment, current, labor and wasted
effort otherwise incurred in making such scenes actually by night.
Two yeas ago this successful product was supplanted by an improved version, the present Agfa Infra-Red negative, Type B, which greatly extended the field of potential economies from atmospheric longshots and background plates to include virtually every kind of actual production night-effect scenes. In a word, more money which wmuld otherwise have to be spent remained in the consumer’s bank.
Slightly over a year ago, Agfa Supreme negative was introduced. In addition to giving better overall photographic quality, this film, by reason of its greatly increased speed, made possible a tremendous saving in electrical costs. According to one reliable and expert estimate, the saving on an “A” production equalled the average cost of raw negative film for that production. In other words, the use of this film virtually made the producer a present of the raw-stock used in photographing the production.
At the same time. Agfa L ltra Speed Pan made its bow. Disregarding the advantages it offers the newsreel and commerical producer, it has given the studio a means of making background, atmospheric and special shots under conditions hitherto considered photographically impossible. Actual locations — famous rooms and buildings— which otherwise would have to be constructed in the studio, either full size or in miniature — can now be photographed as they are. Actual night street exteriors can be filmed without lights. Again, money that would under conventional conditions be spent, now need not be spent.
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