Business Screen Magazine (1965-1966)

iT Thri E Yi ARS the National TuAssociatinn has gatlicred a niinilAwards for its health education prod well as its round-the-year health |id Christmas Seal televisii>n spots. rj were recently topped by a first liSan Francisci* Film Festival for the klilin on cigarette smoking. Point of (j)r in NTA's recent prominence in flirts has been the advent of Milton ijiis director of radio TV film lor ijion in 1962. Robertson came to 'i health education with years of in film and television. Just before wsilion he served as writer-prod uce.xperimental PM West show for ]^c Broadcasting — and was man of the Arlenc Francis Home Show IV Rc-K\aluulcd Its Film Making ; well-equipped creative craftsman FA could initiate a concept, trans a thoroughly professional script, rovide knowing cooperation with a 1 organization to fulfill the concept. NT.A films have been produced by ■ciates. New York. 'c in NTA. and perhaps the attitude of many health and welfare organns and spots were usually prepared IS less than total knowledge of the d its wide possibilities. NTA acchallenge and re-evaluated its filmIm spots were suddenly no longer health lectures, but one-minute itures whi>se intent was not only to .•allh message, but to do so with inrative and picture. The New York lune. in a Sunday feature by John yzing film spots both commercial Tiniercial. hailed the work of NTA's mcnt. calling the Christmas Seal ig the most inventive, pleasing and ling material on the air." iroach to tlu' Ha/.ards of Smokin); Usociates recognized the willing\ to find new ways to deal with old contributed very much to the deind fulfillment of material initiated Vnother film organization. Amram ociates. produced a series of NTA hat recently won a silver medal at ional Film Festival of New Yi>rk. challenge to NT.A arose when it 1 to do its first film on cigarette eretoforc a score of films on the struck hard on a theme of death, lisaster. Most films that dealt with . a threat to health assumed a burddity and then proccded to deck the loke screens of fear and threat, ■crsed the process and created a Icfied precedent by offering an unait of cigarette smoking and its ers in the form of a sophisticated script, written by Robertson, as arc I NT.A. went into the hands of the i medical film committee. .Although tee had been exposed to new ideas :hniques. the smoking script was a III tlic-sc sci'iK's from the Xalioiiol Ttil)crculii\i.\ .... as llii tj probe tin "pit slit:r iiuiludluiiis" that Association film, "Point of Viciv," Second City lead these "characters" to smoking. Casting adds Satirists provide some very funny moments .... freshness and zest to this picture's messafie .... A Fresh 'Toinl of View" About Sniokiug Thf ".NeM Look" in Film.-. Spoii.^ori-d lo llic NalioiKil Tiil><'r('iilu>i.s .V.sMtciali<)ii .>Ierit.«i Special .\Ucntioii lo This Soplii^liciited Salir« on (!i;:areUe Sniukin^ began to take shape as a most unusual film — entertaining, funny, but effectively putting across its serious message. Point of View called for unusual effects, and the film demonstrates these effects in telling sequences. Perhaps of greatest importance, it was particularly intended to make an impression on youngsters. The resi-umse of youthful audiences across the natii>n attests to its success. It will not change the smoking habits of a nation. No film, no hundred films will accomplish this. "Best Health Kducalion Film I've Seen ..." But it will be noted. F.mersi)n Foote. formerly head of a leading advertising agency, and now serving as chairman of the National Interagency Council on Smoking saw the film and stated "this is the best health education film I have ever seen, and the first that I believe can be shown as a commercial feature in film theatres." Perhaps the most important effect of the success of Point of I lew is the know ledge that health education films can move out of the musty world of "educational films" into the arena of creative film making using advanced techniques, dynamic production methods and creative scripts that offer the viewer stimulalion. entertainment and education. • smoker from that first cinarette in early morning until thai final ehokinfi eoufih as he noes to bed. This artiul siiiukcr is nut on fin . . . hi s jnsl polluting the air with noxious clouds of carbon. sharp avant garde step in their experience of film making and quite a hit of discussion developed concerning the film. Fortunately, and after much soul searching. NTA agreed on the concept and Point of View arrived at Vision Associates to begin its odysscy. It could ha\e been just another superficially clever film, but with the casting of the Second City Satirists to perform the roles, it S(|ueeze-framc sequence from "Point of \'it'ir" lakes viewers "round-thi -eloek" leilh a typical VOLUME 25 35