Business screen magazine (1947)

The Seailram-Vitarama Presentation (con I ll\IU,I> FKOM I'ACr, 2rt) salcsiiian; a oiK' ail lanlaw (oi R-laling selling ami ciahsniaiiship of the Arabian Kniglus to iModcrn limes; and a large number ol bea u t i 1 11 1 Gardner-designed dis|)la\s Ml lip in the ante-rooms showing Seagram ad\ertising and sales promotional material. Bin undoubtedly, the real smasher ol the show was the Seagram Vitarama |)resenlatioii. KEATtiRK (II nil Kodak Show Vitarama will be remembered .IS the leature ol the Kodak Exhibit at the World's Fair in New \()rk, 19:59-10. Very little was done with it alter that until LiFt magazine began exhibiting its I'itlurania on a new and greater .\merica last \ear. Ill \o\ ember, 19-17, the Seagram headcjuarters staff, headed bv assistant general sales manager Aiihiii [. O'Neill, and the Warwick & Legler advertising agency, liegan preparing plans lor a Vitarama presentation at the 1948 meetings. Last spring, Leslie Roush Productions was chosen to produce the show, and photographv, under yules K. Sindii, began in May. Fivr. Panel Screen Is Used The Seagram Vitarama Presentation, as seen at the Waldorf■ Vstoria in New York, consisted ol a five panel screen, measuring 40 by 15 leel. upon which were projected Koilachrome slides illustrating .Seagram distilling methods, research, plants, new advertising lampaigns. top executives and the backgioiind and heritage of the Seagiaiii i(im]janv. l')iii ilu X'itaraiiia |>resx.iii.itioii is li.iid In desciibe by the mere KODACHROME Slide and filmstrip Duplicating * FILMSTRIP PRIMTING MASTERS * 2x2 TO 2«2. * REDUCTIONS FROM SHEET FILM KODACHROME 8>I0 OR SMALLER TO 2x2. Irir Quality Prices ami Full P(ir1icul(ST\ Wrilr or Call Cumberland 31666 MAYFIELD LABORATORY 2822 WEST VALLEY BLVD ALHAMBRA, CALIF. listing ol ils subjeci (outent, which is uol exadly enthralling ill iisril. I III Miv magnitude ol the screen, the brilliance ol the colors as seen by the audience, would be exciting, just in one group of slides without sound or ilie use ol anv produdion leiliiiicpies. .\s il is presented, with transcribed music and narrator coming Irom a large, high fidelity speaker, and witli comljinations of individual pictures on each panel, or with panoramic shots perfectly matching into a five panel scene, ihe Vitarama presentation is certainly one of the most inspiring ol all sight and sound media yet (k\ised. ll is composed of still pictures, yet it is not static; its script may be common or banal, yet the overall effect is one ol magnificence. TicHNicAi. Details Provided Vitarama projection, for a five panel show, consists of a battery of five projection boxes mounted on a dais, each containing two lenses and light sources, strong blowers for cooling, and an iris mechanism for dissohing one picture into the next. The technical wonder of the thing is the exact steadiness of the image and the perfect registration of one image with the next. The Leslie Roush production crew, which photographed the Seagram show, used Leica cameras with a large battery of lenses. Aside from the fact that the camera equipment itself was lighter in weight, the iJioduction ecjuipment —tripods, lights, etc.— was exactly similar to that required for a 3,5nim color movie production. In addition to this, special equipment was used for making matching panoramic shots lo lombine into fixe panel scenes, and to insure accurate color balance in shots taken at different times iinili r different conditions. What is ihc luliire of Vilnrama? Sr.igi.iiii. ,niil 1.111. wliiiM show w.is also picsinuil ,11 IJK nulling, will piob.ibU (Diiliuin lo use tlie \ il.ii aiii.i pioji'ilors the\ own, exiriisiMh. Leslie Roush, with one pioduttion ;i whop])iiig success, is L'liihiisiasiii aboui taking on more. Vitarama Corpor.ition. ol Hunlington, Long Island, is lonslaully working on new controls and gadgets; and although no slock of piiijci mis is kept on hand, ma(liiiiis ;iie loiisiaiitly being niannl:i( lured on order. rORWAY. . .for a better presentation of any l6mm sound film I FORWAY the only really lightweight projector with 10 WATTS UNDfSrORTED OUTPUT THREE MODELS Your film story is weakened by a "fuzzy'' presentation. It pays to be sure that the projector you buy will bring out the full significance, inspiration and interest in every film you ^how. FORWAY assures this with rj^ lirilliant pictures and 10 waits un^^1 distorted output. This means mure ffective telling of the screen story tireater clarity, freedom from distortion, and no eyes of ^tway the "opera voice" 16mm sound projector for superior performance Straining and ears. FORWAY is a real precision projector. for large and small audiences, at a price that iBts the limited budget. FORWAY CORP., 245 W. 55 St., N. Y. 19, N. Y. Pt«ase send me complete delQtlt on FORWAY 16mm Sound Projeclors NameAddreii City__ BS-II THE > DUNNING hv ANIMATIC A REVOLUTIONARY 16MM FILM STRIP PROJECTOR Automatic or Manual. Electric push-button picture changer. Uses film strips in Color or R&W up to 2,000 frames, or continuous, repeat loops up to 400 frames. Size 6x1 1X12 inches. Weight 13 IKs. "50Watt lamp — scratchfree gate. $i6H.oo f.o.h. Hollywood, incKuIing carrying case. Manufactured and distrJbtifed by DUNNINGCOLOR CORPORATION 932 North La Brea Avenue Hollywood 38, California NUMBER 7 VOLUME 9 19 4 55