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304 American Cinematographer • December 1933 A brighter, whiter, cooler light for BETTER PICTURES . . . NEW G-E MAZDA MOVIEFLOOD LAMP THIS amazing new lamp puts a helpful new tool in the hands of the cinematographer , with these definite advantages: J Brighter light. This new G-E MAZDA Movieflood lamp, rated at 2000 watts, gives twice as much light as the standard 1500-watt lamp. Photographically, it is 3 times as effective. Thus fewer units are needed on the set and more natural effects are possible. 2 Whiter light. The light from this new lamp matches very closely the sensitivity of super pan film, which results in a more pleasing rendition of tone and texture. It brings out black tones especially well, and does not overemphasize red tones. ^ Better light balances. The increased intensity of this new lamp seems to give its light greater carry- ing power, which makes shadows softer and more natural, while highlights still retain desirable soft- ness and definition. Less heat — in proportion to light. This new lamp produces less infra red, or heat rays, from an equal wattage than a standard lamp. This means greater comfort for everyone on the set . . . especially in color photography, where the higher intensity light necessary often boosted the tempera- ture to that of the tropics. 5 Designed for color work. Because of its coolness, intensity and color quality, this new lamp greatly simplifies the problem of lighting for color. This new G-E Mazda Movieflood lamp has a life of about 15 hours. It may be prolonged by operating at reduced voltage when not shooting. Typical of General Electric's constant contributions to better photography—this new lamp suggests another reason why studios from coast to coast use G-E Mazda lamps for all their lighting, from set to “process” work. General Electric Company, Nela Park, Cleveland, O. GENERAL0ELECTRIC MAZDA LAMPS