Business screen magazine (1946)

BVSIXESS SCRE, era PEOPLE AND EVENTS IN THE NEWS OF THE PERIOD RCA's new 3-Vidicon color tv film system, scheduled for fall deliveries, promises to make possible a high definition of color from color motion picture films and slides to color receivers. Basic simplicity of the "3-V" camera is shown in the scene at right which demonstrates how lens mounts swing out to allow for convenient pickup tube replacement. Executive vice-president W. Walter Watts told SMPTE convention guests in May that "3-V" system will require only modification of standard 16mm television film projectors rather than purchase of separate color equipment. Ford showed Cinemascope motion pictures to visiting throngs at the Chicago auto show earlier this year. The well-designed exhibit theatre shown in the picture (right) was the setting for continuous performances of the Wilding Picture Production wide-screen subject previously used for product unvelllngs among the Ford dealer organization in nationwide theatrical showings when new models appeared. Honored by the Freedoms Foundation with his fifth George Washington honor medal award was producer Raphael G. Wolff (right) who received a 1954 citation for his motion picture "All But a Few" from Don Belding, Foundation executive (left), at a luncheon of the Advertising Club of Los Angeles on March 30. Film was produced as a contribution to the Shriners Hospitals for Crippled Children. General Motors' famed Motorama show was filmed by Sound Masters at Miami, Fla. recently and is already getting nationwide theatrical showings. Shown at that spa during production phase were (I to r) in scene at left: script writer Fred Frank, former DeMllle staffer; Harold E. Wondsel, president of und Masters, Inc.: Frank Donovan, di■ tor (standing); and Sheelagh D. Clark, technical advisor on the picture, (see Business Screen, No. 2, Vol. 15) THE ATTENTION HOUR FACTOR M (CONTINUED FRO 11 PRECEDI.NC PACEJ They are. in fact, wise users of motion pic tures and slidefilms for their own forceful pro motional eflforts where a complete and interest ing market story needs to be told. Again, the media of communication are not competitive but comparative equals with specific tasks to accomplish. Longevity Works in Films" Favor With the recent disclosure that W't of more than 180 sponsored motion pictures in current use by 67 companies have been in active circulation from two to five years' duration, advertisers w-ere again remided that long life in circulation is one of the primary advantages of this medium. .Another 16% of companies surveyed by a major advertising association were in use from five to ten years' time. A. national film distributor estimates to sponsors that five years is averagi for a well-produced motion picture and while replacements of footage are necessary in that time, "print life" is estimated to be that long for such films. 16mm distribution really starts going after the first year of showings and momentum increases sharply in subsequent years. Alcoa Subject Is Setting a Record There are some notable films in distribution after a full decade of useful service. The .Aluminum Company of America has a legendary favorite among both adult and youth audiences in Unfinished Rainbons, Technicolor saga of aluminum research. The first version of this film was made by Wilding Productions, Inc. in the early 40's and a currently-revised version is still This Alcoa color picture is setting a record for total audience coverage and sustained public interest in its well-produced inspirational message. in strong demand among audience groups of every size and description. The Weyerhcuser film. Green Harvest., dealing with forest conservation is a similar example of long life-interest among audiences and the list of other favorites is seemingly endless. ■ Subsequent "chapters" in this story of the film medium will deal with distribution costs, further definition of the ""attention hour" and other positive advantages of the film medium for advertising and public relations. The searching light of inquiry is long overdue on this most powerful of all communication media. S* 36 BUSINESS SCREEN MAGAZINE