Business screen magazine (1947)

Case History: (CONTINUED FROM THE PRECEDINC; PACE) Woven into a family setting, and inlrodiicc-cl bv a "nia};ic show" put on Ijy tlic tlilldrcii ol a l\|)i(al laiiii larnih. the (ihn (above) The family's magic shtno introduces the tlicmr nf Ethyl's new "Magic in Agri(ulliiif" faiiu film fnogram. shows how inipoilant agriitdtuial pKKhicts have become to indnMi\. It describes how many inanufa< lined iiiiris. from phisties tt) building materials. ha\e their roots in the soil. Thongh many farmers ha\e not realized the importance of their part in siipphing the raw materials lor these items, they ma\ hold the future ol main indiisiiies in ihc prodiKis of their farms. F.ilul Corpoiation. through the cooperation ol its petroleinn (()m|jany users, and through its own brandies, is prescniiiig Magii In Agri cult lire lo farm audiences ihroiiglioul llic country in granges .iiul oiIkt <ouni\ farm organizations. PUBLIC RELATIONS Sponsor: Helms .\thleli( Foundation. Film: .\chicve With Honor. Producer: I'itlorial I'rodiK tioiis. ■k rile Helms .\llilciii Inuiulalioii is a phihmiliropit oigani/alion set up by Paul Helms of lite Helms IJakeries. I.os .\ngeles. to encourage sports participation and sporismanlike (oiuluct in the younger generation. In carrying out this idea the Kouinlation jjrovides scholarships and sports awaifls to won In youngsters in ilic siliool s\sniii in and .iirjiiiul I.os .Angeles. The film, A< hirer Willi Ihiiiiii. is a pail of the sports ediualion program ol ilie I-oun dalion. It is a do(umentary (ilm on ilic his lory ol the Olympic (ianies. 1 he pidinc nates the history ol ihe Games Irom llicir Cireek origin lo ihcir modern lorm, stressing the sporismaiisliip iiuoKed ami ihe valius ol friendly intern. ilioiial ii\aliv as exem|)lilu(l by the Games. I$rief commercial relates the part played by the Helms in supplying bakery products for the Olympic Games trews in Lf)s .-Xngelcs in HIS.'!, but the film is for the most pan noncommercial, anil of educational \alue. Dis tribution is restricted to compaii\'s teriilorv. Pictorial Productions, Hollywood, heiided by G. J. ."Mlfilisch. prodiued ihe picture, whiih is a combinaiion of library footage on the Olympic Games, and recently shot fill-in sienes. The pillule will be disliibuied ilirougli ilu school systems arounil Los .\ngeles. and to \oiilh groups and general audiences. Disiiibiition will be handled by the Helms .\ihleiii Foundation staff. COSMETICS INDUSTRY .Sponsor: Merle Xorman Cosmetics. Film: Vour Face is ^otir Fortune. Producer: K. 15. 1(1 mm Films. * OiK ol ilir lirsi pi( lures leaiK for release lilmed on the new commeriial Kodachrome. )'i)iir I'm e is Yot/r Fortune proxides an exiellent lest case for the new film, showing as it does the delicate shades and paste! colois of I lie (Osmetics used. .\iid the film comes through with Ihiiig. or should we say, natural colors. Credit goes to the producer for excellent lighting, and to the new film for faithfully reproducing the difficult color nuances of the cosmetic originals in most cases. The film is for the purpose ol demonstrating the use of the Merle Norman brand of cosmetics and, of course, sales promotion. .Shown is the complete procedure of facial makeup h)r a gala e\ening. To the male the |5rocess may .seem pretty complicated, but to ihe ladies, for whom the film was made, it will piobably be a good lesson in home beaut\ procedures. The main character, and all others in the picture, were selected as examples of average American women, and no attempi was made to glamori/e them except bv the use ol the Xorman line of cosmetics. Ynur Face is 't'our I'ortune will be shown both lo Merle Xorman tiealers and employees, and to the general public. CONFERENCE REPORT Sponsor: United Stales Rubber Coin|)anv. Film: "Finding People for Producls." Producer: RKO Pa I he. Iiu. •tc Slioilh belore the Deteniber conlereiue ol US Rubber's top sales and advertising execuii\es. liome office officials decided to present an imporiani marketing idea lo them ihrough .1 luu iiiolioii picture. RKO Paihe, Inc. w,is i.illi'd ill Id aiuiiipi (oiiiplelioii of a film prodiiitioii lor this pur|)ose in llie lew remaining da\s belore the confereiue. .Seven working days later l-inding I'lojilr for Producls came out of prodiiilion at Pailie and was delivered lo US Rubin i jusi L' I hoiiis before the lonference. Making exlensi\c um iiI I'.iiIu\ l.nge library ol stock shots ami music u.ick. Iiiiiling t'eofyle for Products demonslrales the ubicpiilous markets which exist for US Rubber's 30,000 products. "Wherever there are people. there is .a market for US Rubber." I III new him will be used nationalK ai meelings ol US Uiililici's sales .iiid jidMilising personnel. Dealer Education | Sponsor: General Mills. Slidefilm: ".Additions III ilie F'aiiiih" and "It's a Pleasure." Producer: [am Handy Organi/aiicjn. ■it Xow being shown lo home appliance disiributors and dealers is a new General Mills sales training film on home appliances, produced by the Jam Handy Organization. Ihe 17-minule kodachrome sound slide is in two sections. The first, Additions to the Family, concerns the story of whv General .Mills has enlered the home appliance field and why Belly Crocker is sponsoring the producis. The repuiation of Betty Caocker. her inlluence on the buying habits of .\merican homemakers. the advertising iK-hind her— all these are poinled out for the benefit of home appliance dealers, handling a General Mills product for the first lime. 1 he other section. It's a Plensurr, inlroduces (above) Biggest prodiution jirohleiii of the iieie Cicneral Mills film was f>liotiigral>hing the Tru-Heal Iron with its highly rejieclivc chrome surfaces. llie I 111 III. II lion, demonslrales its new leaiures and prisenls a lew inlormalive facts for selling. General .Mills home appliance district sales managers are showing it to ilisiribiiiors who in turn may order prims lor exhibition to their dealers selling the riu-He;il Iron. .\s oiher General .Mills ap|)liances eiiiei the markei. addilion:il seclions will be lilmed to iiilroduce iheiii. FOR MUSIC BUSINESS Sponsor: Pernio, Inc. Film: Points of Distinclion. Producer: Burton Holmes F'ilms. I in. Disliibuied by: s|)onsor. if Pernio. Inc.. manulacUirers ol long lile phonograiih needles, has designed this film lo achie\e three objectives: lirsl, .sales training for miisii store owners and clerks, second. inllocliii lion III a new iiiiille pioilucl. and ihiicl. dc.ilii t'duc.iiion lel.ilive lo manufacliiring lethnicpie. The dislribnlion problem was aided bv inserting into the scripi iii.iii\ merchandising suggesiions which apply lo ihe promolional inieresi ol ihe relailer. .\lso. a slorv framework was de\ ised which lenlers around an .\rm\ pilot, who returns to his father's record 28 BUSINESS SCREEN MAGAZINE