Business Screen Magazine (1965-1966)

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Anyone can distribute sponsored films! Sure, anyone can distribute sponsored films! All you need is a small office, some paper and basic supplies, the simplest kind of rewind and splicer (some programs have been known to operate without the last). But suppose you want your distribution to be the best in every way — to match the quality of your products and the reputation of your company. Suppose your distribution objectives included such important things as reaching only the audiences that benefit you most; keeping your prints always in tiptop condition; making the most of the available print supply; obtaining complete and accurate management reports; and, doing the most effective, most efficient job of sponsored film distribution that could be done. In that case we think you would want your distribution to be the same as Modern distribution — and so you would need: Audience Knowledge You would want to know where the thousands of audiences for 16mm films are located, who is in charge of film programming, what the interests of those audiences are. You would have to do constant research to locate the thousands of new audiences that are added each year. Addressing Facilities Once collected, your audience knowledge would have to be recorded on your computer, addressograph or similar plates so that you would have the facility for using this information. And you would have to have the capacity to expand this file by 15 or 20 thousand audiences each year to keep up with the growing market for your films. Promotion Knowledge You would have to know the best times of the year to promote the use of your films and how to design and write your promotion to appeal to the people you want to have see your film. If you were big enough (as Modern is) you could have a full-time staff working on advertising and promotion alone. Audience Confidence This is a tougher thing — an intangible — that you have to build up through daily personal contact over many years. It results when your audiences have actually learned by experience that you are a reliable and convenient supplier of sponsored films. Film Libraries For audience convenience and to make the most efficient use of your print inventory, you would need a decentralized network of film libraries. These libraries would have to be strategically located in major cities and should be placed at convenient addresses in those cities that are easily accessible. We have found that 31 such libraries provide effective national coverage. Equipment To operate efficiently you'd need the best of equipment. For example, your films, if they are to be kept in the best possible condition, demand professional film room equipment which, of course, would include electronic film inspection machines. Management Reports If you want to keep management fully informed about the results of your distribution effort, you would want the facility that is only provided by electronic data processing. This would enable you to prepare regular reports of results by state, type of audience, marketing areas, and other vital information. Personnel and Administration The heart of any film distribution program is, in the final analysis, SERVICE. And service means people. You would need capable people specially trained in the problems of film distribution to staff your 31 libraries. You would want to effectively supervise and manage all activities and plan for future growth and development. This would require capable administrators who have had many years of experience in sponsored film distribution who can devote every minute of their time to your objectives. This isn't all but it will give you some idea of what is involved in this business of distribution of sponsored films IF you expect your distribution to be the best in every way. You can readily see that this is a full-time job for a lot of people. The point is this... Modern has this know-how, these facilities, and capable personnel, NOW. And, Modern has the experience — 30 years of it — devoted exclusively to the distribution objectives of over 700 major sponsors of business and public relations films. Why be satisfied with less than the best, when the best costs no more ... and often costs less! Phone or write any of the offices listed below. We have a wealth of experience and case histories that are yours for the asking. N • ■Iklna plotuPS aarvlCB, inc. |Vl**W| 12U Mht AnMrlui. Ntw Yorh. N Y 10036 iTIToSfffil SALES OFFICES: CHICAGO. Prudential Plaza— Delaware 7-3?52 LOSANGELES. 1717N Highland Ave -Hollywood 2 2201 NEW YORK. 1212 Avenue ol the Amencas-765 3100 PITTSBURGH. 910 Penn Avenue-Grant 1 9118 SAN FRANC/SCO, 16 Spear Si -Yukon 2 9414 WASHINGTON. 1834 K SI , N W -783 0558 DON MILLS ONTARIO. 1875 Leslie Street— 444-7347 II