Business screen magazine (1946)

the camera eye By 0. H. Coelln iiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiii I iiiiiiiiiiiii No Harm to Aim for Greatness Just Don't Overlook Results What Kind of Film really counts? When the miracles of art and science come together to provide a total viewer experience, achieved with all the mastery which modern technology has made possible in cameras and film stock, the sponsor may have achieved a very valuable tool. Yet, all too often in our reviewing rooms, business and industrial films fall short of their potential. Perhaps the target is limited — no more than a "report-on-film" of a new process, a new machine or a new corporate situation is wanted. Or a major goal is set but the people assigned to reach it are limited in experience or equipment. And, again, all too many films seem to become mere outlines of the total subject, lacking in depth, failing to stir real viewer interest or to accomplish complete understanding. We mused on this premise of promise vs. fulfillment through long evenings of so ber evaluation at our "Shangri-La" in South Central Missouri where the Lost River Ranch, its cattle operations, apple/ peach orchards and new vineyards require a lot of agricultural implements and we could benefit from the inspiration and guidance of good informative farm-ranch-oriented films. Take one recent example; a film on a tractor which we decided to show our people for their better understanding of the machine's work potentials and operating parts. But what the sponsor sent us turned out to be the usual product introduction sales film intended to spur dealer interest in the machine when it was premiered. Lots of good sales points and excellent graphics, but little depth for actual users of the machine. Where are the kinds of films which agricultural implement dealers might stock, most efficiently and economically, on Super-8 cartridges? These would help meet today's real crisis in service, help hired hands to Snap-in Cassette sound and DuKane's Super Micromatic works automatically AUDIO-VISUAL DIVISION Dept. BS-50 St. Charles, III. 60174 understand how to maintain and repair a very expensive, really sizeable diesel tractor, for example. There's a cue in that simple example: this film was intended for an entirely different purpose. Perhaps it was enough to highlight the new sales points which made this machine better than competitor's current models. Yet how many producers and sponsors try to "make do" with the "all-purpose" picture? There's an inherent weakness in trying to satisfy several unrelated objectives with one film. Another experience, repeated on the frequent occasions when we have met with film festival juries in preliminary judging of entries, has been even more disillusioning. After seeing the first dozen titles, the pile of complete "rejects" grows and the conclusion is inescapable on these. The hopeful entrants have completely misjudged the basic goals of the festival. This has been especially true in judging basic entries for international film events (CINE). You soon ask yourself "what utter use would be served by sending this film to any event abroad?" The title in question is completely dependent on the sound track to get any meaning whatsoever of the visual content. Or the visual content, poorly supported by vague voice-over track, is confusing or disconcerting. And again you ask, "why do these people waste their entry fees, their time and the jury's by even submitting this picture?" So the occasional great factual film (and they are unfortunately all too few in numbers) only proves to be the exception that makes the rule. You sense within the first moments of screening that the creators have understood and they are bringing understanding to you and to myriads of other viewers. They have been honest in their approach to concept, true to their goal of completeness of detail — and successful in applying the best techniques with camera, sound, lighting and film stock. And we reflect that those who achieve top festival honors have earned these; that they justify the medium and its potential. They move hearts and minds. Along about this time, we're aware that men in top management, from vice-presidents in charge of results to controllers of budget money, are fidgeting in their chairs during this kind of esoteric reverie. So be prepared to talk their language: the factual Continued on page 1 8 16 BUSINESS SCREEN