Business Screen Magazine (1963-1964)

'* AUDIENCES NEWS ABOUT THE SPONSORED FILM MEDIUM Published by: ASSOCIATION FILMS, INC. Founded in 1911 • 347 Madison Ave., New York, N. Y. 10017 President \'iccCliairma» and Treiisurer ROBERT D. MITCHELL J. R. BINGHAM Vice-President, Corporate Advertising er Public Relations ROBERT M. FINEHOUT Vice-President, Sales ROBERT W. BUCHER Vice-President and Mid-Western Representative A. L. FREDRICK Vice-President. Sales REG. EVANS Manager, Association Instructional Materials JOHN BARWICK. BKANCH UBKAKieS RIDGEFIEID, N. J. LI GRANGE, ILL. DALLAS. TEXAS OAKMONT. PA. HAYWARO. CALIF. Broad at Elm 561 Hillgrove Ave 1621 Dragon St 324 Delaware Awe. 253S8 Cypress Ave. WHitney 3-8200 352. 3377 Riverside 8. 8759 Allegheny County 783-0100 828-5900 IN CANADA ASSOCIATION-INDUSTRIAL FILMS 135 Peter Street. Toronto 2B. Ontario EDITORIAL Salute to CINE Few organizations have done so much to present America to the peoples of the world as CINE, the Council on Nontheatrical Events. It was created in 1957, as a mechanism or "clearing house" for entering American-made films in various international film festivals. If there is any guideline that would sum up CINE's objectives it would seem to be: "Does the film achieve its purpose fairly and accurately reflect America?" During 1963, 119 films — America's "Olympic team" of films — were chosen from 10,000 productions to represent America at some 39 festivals. These films received the CINE Golden Eagle Award, in addition to the distinction of being shown in international film events all over the ^^■orld. We congratulate the talented filmakers responsible for these creative accomplishments and the dedicated men and women who have labored so long and well to make CINE such a success. These words from CINE's president, Willis H. Pratt, Jr.. sum up its achievements: "The years have seen CINE's w^ork increase ten fold, keeping pace with the increasing excellence of American films. Indicative of this growth, CINE this year became a nonprofit organization with a board of 23 directors and 183 regional jurors. "With the cooperation of producers, sponsors, and distributors, more than 350 American films were submitted and 119 judged worthy of representing the United States abroad. .\1though the year is not yet over, these films have won greater honors in international competition than ever before. "This is indeed an accomplishment in which we may all take great pride." the Sponsor Speaks Our guest columnist is Ben L. Williams, Manager Public Relations, Pittsburgh Plate Glass Company. Most of the film activity at Pittsburgh Plate Glass comes under the Public Relations Department. .\s ;i part of our custodianship of this responsibility, we make both periodic and annual reports to management. \Ve make no secret of the fact that this is a selling job. not just for films, but for our entire Public Relations operation. WJIIIams As an example, we point out that "Aa .Architect Xl Work" has, by almost any frame of judgment, returned its cost many times over. This 28-minute color film, produced for us by Dynamic and distributed by .Association, has been in constant demand since it was first offered late in 1962. -At the time of our report to management it had been shown to approximately 2,000 select live groups with more than 17.5.000 persons in the audience. A great many of these 175,000 persons have been men who can influence contracts, determine the design of buildings, and in other ways mean anywhere from $50,000 to $500,000 to $5,000,000 in business for us. Hopeful thai we had our people noidding in agreement and smiling at their wisdom in authorizing the expenditure, we pointed out that during 1963 this film had more than 220 free televisitm showings. .A number of these were on prime time in major markets. We estimate the minimum television audience at 11,000,000. Not being one to quit while ahead, I quoted .Association Films as saying that this was one of the most active films of its type in their library and then report that ".Architect" received top awards and certificates from the Columbus Film Festival. San Francisco Film Festival and the .American Film Festival in New York. sports shorts Meredith Dog tales: Gaines Dog Research Center has proved to be dog's best friend over the years, by giving his master some sound pointers (no pun) on dog care. For example: "Training You to Train Your Dog" (a new film that tells just what the title promises). Other films in the Gaines group are: "Best Dog in the Show", "International Dog Show, 1964" and "The Gentle Doctor", narrated by Burgess Meredith . . . Game Fishermen (and non-Walton's too) will find .American .Airlines' new piscatorial trilogy. "Kings, Cod and Stripers" an exciting and stunningly-photographed quarter-hour . . . bicycling has long been recommended by health authorities as an excellent wav to slim-away body bulges and add muscle tone. Huffman Manufacturing Company sponsors two films on this splendid sport: "Road to .Adventure" (.American Youth Hostelers exploring the .American and European countryside) and "Singing Wheels" (how bicycle clubs are encouraging the sport of 'cycling) . . . the Bicycle Institute encourages bicycling, too, and makes a very strong case for bicycle safety in "Play it Safe" and "Bicycling Safely Today." taOle sponsorea iiinis witn grants-in-aia ( casn ) | 22 BUSINESS SCREEN MAGAZINE