Business screen magazine (1967)

">i-'VirT ■ ' ' L ^ l£9 1 Mascelli s Basic Text on Cinematographv \\'allace A. Ross. (;if;/i/) dinvloi of Anurican TV Coninicrcials' jcstiiiil is pictured with first copy of "Best T\' Comincrciah of the Year ' held by Riixscl! F. Neale, exec. v.p. of publishers, Hastings House, N.Y. "Best TV Commercials of Year" Analysed for Student of Medium ■ii Students of the television commercial as an effective medium of advertising and those who look to the TV advertisement as an art form when at its best, will find the 191-paae illustrated compilation of ""Best TV Commercials of the Year" an extremely useful reference work. Prepared and edited by Wallace A. Ross, director of the American TV Commercials Festival, this cloth bound volume was publish? 1 by Hastings House ($12.50). It contains photoscripts and text analyses of the 70 winners at the 1966 festival. Creative directors, copywriters and producers contributed the background articles on these winning entries. There are 64 storyboards, each of 15-frames, plus a special color folio. A trend analysis is offered by Ross and VideoRecord, Inc. prepared the interesting photoscripts which total over 900 frames from both films and videotapes reviewed. A typical analysis of one of these storyboards includes remarks by the copywriter or agency producer on what the advertiser was trying to accomplish plus a comment from the producer or director on how he carried out these specifications. The volume is also being made available at special cost of $9.50 for college ad and broadcast classes and a 16mm loan print of these award-winning commercials is furnished with the copies of this volume. A quote from Prof. Albert Book, head of the Advertising Sequence at the University of Nebraska, says "the storyboard with text analysis, when combined with actual viewing, fills a dire need in education." Joe Mascelli is an award-winning cinematographcr who has written more than 100 articles on film subjects and is the author of that monumental American Cinematoc;sAi'HER Manual. In his latest hook "The Five C's of Cinematography"" (Cine/Grafic Publications, 244-pages, $12.50), Mascelli provides a really basic text for students of film production techniques. This ASC specialist says that the five "C's" of cinematography are: camera angles, continuity, cutting, close-ups and composition. He devotes chapters to all the principal details involved in each of these subjects. These are followed by succint wrap-ups of the key points. The organization and illustrative material in "The 5 C's of Cinematography" is excellent. The scores of photographs from both 35mm entertainment and 16nim industrial films are supplemented by pictorial demonstrations of actual techniques by professional actors. This handsome, easy-to-read book fulfills the intention of Joe Mascelli, expressed in his preface: "to provide greater insight into the many ways in which a movie narrative may be filmed — with the assurance that the picture can be edited into an interesting, coherent and smooth-flowing screen story." The volume is an informative gold mine for both the beginning and the experienced cinematographers who take Mascelli's counsel. • DvKi^Mr % HARRIS Trust lai and Savings BANK PROFeSSlONAL BUDGET PIAN Motion pictures and filnnstrips produced by Pilot Productions, inc., Iiave lielped tliese companies seli products, services or ideas CECO ^ ' CHAINBELT INC. Cedarapidl miCHiGRn Supeflor Steel Castings Compani) "[[nTvERSAL (aSTINGS C0RP0f?ATI0N AUTOMATIC ELECTRIC SOLA ELECTRIC AVAILABLE NOW: Ask for kit of 12 case histories showing how well known companies use movies and filmstrips to help sell products, service or ideas. DOD^GE --J '.'.I'-n-.-rla \nd. CLqRK EQUIPMENT »W. 1S6S Our2Sth Anniversary PILOT PRODlC'l'IONS IXC. Producers of motion pictures and filmstrips 1823 Ridge Avenue • DAvis 8-3700 • Evanston, Illinois Tips for Home Gardeners in Film "Make the Best of It" ■ Are you one of the homeowners who always has wanted to have a picture-book lawn, but doesn't know how to develop one, or thinks it takes too much time? Well, International Harvester Company, manufacturer of a complete line of lawn and garden tractors and accessory equipment, has endeavored to tell you how to do it in a newly released 16mm sound and full color motion picture on lawn and garden care. The 32-minute film, entitled Make the Best of It, gives the viewer a detailed description of how to maintain his lawn, trees, shrubs, and evergreens through the four seasons of the year. The experts' advice contained in the motion picture is interspersed with comedy situations showing ""how not to do it". Intended for garden clubs, businessmen's organizations, women's clubs, civic and church organizations, the film is available for viewing, free of charge, except for postage required to return films, through the Farm Film Foundation. 1425 ""H" Street, N.W., Washington, D.C.. or Modern Talking Picture Service, Inc. at 3 East 54th Street, New York, N. Y. • * * * Problems of Slips and Falls Covered by a New Aetna Film * A new animated film that deals with the problem of slips and falls while on the job is about to be released by the Aetna Life & Casualty Co. in cooperation with Parke. Davis & Company. Entitled' 7"o Fall Or Not To Fall, the 12-minute, full-color film will be available shortly through Aetna and the National Safety Council on a free loan basis to any group or organization in the nation. Its chief exposure, however, is expected through showings in various industrial plants. The film is a result of a threeyear study undertaken by Parke-Davis at its headquarters here which showed that the biggest source of lost time injuries to its workers were slips and falls while on the job. This data from the drug firm was turned over to Aetna, which then used much of the material in producing the film which thev will now distribute. • 212 BUSINESS SCREEN 1967