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COMPLEX AND COSTLY machinery such as this is required for making complicated optical effects such as seen in so many of today’s TV com¬ mercials. Here Don Wortman pushes button on the Oxberry optical printer al Cineffects Studio in New York to start the film for a special effects assignment.
The Producers Service House— Vital Aid To Film Makers
A boon to the producers of TV commercials, they also enable the small producer to embellish his films with opticals and other professional effects that are beyond the capacity of his limited equipment.
By VERN
/"hy is the producers service business boom¬ ing? To get the answer to this question, the author visited the studios of Cineffects, in New York City. Irving Hecht, president. Jack Present, pro¬ duction manager, and Robert Pittluck, general mana¬ ger, escorted me on a tour of the premises. After that, we spent a couple of hours in conference.
W . P A L E N
The pressure of TV deadlines and the complex¬ ity of work being done for TV commercials requires a very large work capacity at times. A producer may have a campaign involving one or two spots which demand a tremendous amount of effort, with the corresponding need for a lot of equipment to do the particular job.
FIG. 2 — THREE PHASES in the production of a TV commercial for o popular beer are pictured above. The required effect was that of the background scene (middle photo) showing through glass of clear beer (first photo). The effect was accomplished by using color separations
from a color negative to make mattes of the glass of beer, then running the various elements through the optical printer. This pro¬ cedure permitted the desired control in exposure to achieve the smooth, professional results shown in third photo.
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AMERICAN CINEMATOGRAPHER, MAY, 1963