Business screen magazine (1946)

stop borrowing the Bolex iiiiil Bolei H-16 Rfti-S CAinera. witn luMv automatic thtougli-tfte-tens e«posufe cotilfol 400' Filitt Magazine with Take Up Molof t^flST Constant Speed Motot with sync genefatoi for synctifonous sound tecording -J Lens Undeiwaiei laKcoiiected i/iewtmaer Id e'lernai lilm wind Bolaii H-16 flex-5. 26mm Macro-Switar f/1 1 lens 400' Film Magazine with Take-Up Molot Vaiiable Speed Motor Today's the day you wanted to use the Bolex. "Sorry. The Bolex is being used to make a time lapse study and is going to be tied up for awhile." You'll have to hold off on that public relations film. And that microscope sequence for the research film will have to wait. And all those other film projects will have to be re-scheduled. Ivtaybe what your company needs are a few more Bolexes. Then the Bolex would be at your disposal, instead of the other way around. For a free 32-page catalog, Industrial Bulletin and list of Bolex dealers near you, write to address below. faillard Incorporated. 1900 Lower Road. Linden. N.J 07036, Other products: Hasselblad cameras and accessories. Hermes typewriters and rigunng mactimes. circle 120 on reader service card CAMERA EYE continued sponsor as basic guides to all new production. From their intensive studies, two important factors have emerged: (a) The life of a well-made public relations film is nearer 10 years than five years, previously considered as "maximum." (b) The most successful films have nearly always been those on which the most care has been lavished and which consequently may have been the most costly //; the bciliiining. But, as one Shell film ( The Rival World) has adequately demonstrated by remaining very popular after 12 years of constant showings, /////; costs diniinisli to a fraclion-ofa-penny per head by the time they lire withdrawn from distribution. The American oil industry, most fortunately, has counterpart sponsors in such long-range, wellplanned and effective film programs such as those conducted by the Humble Oil & Refining Company (such as Wild Rivers and its numerous "state" films); and the international-in-scope program of Caltex Petroleum with 37 outstanding color films produced in the past 15 years. The American Petroleum Institute is another active sponsor, through recent decades, with public-interest alertness demonstrated by such titles as To Clear tlie Air. dealing with what causes air pollution and what can and is being done about it. Company anniversaries will continue to be basic themes for 25th, 5()th and 100th "birthday" films. Let the next one sponsored by your company look to today and tomorrow and the story of yesterday's growth will be better received by a generation concerned with the present and future. Yesterday's Dul^ont Story, a "masterpiece epic" of decades past would be an anachromism in today's viewing climate. Within recent years, audience accountability and measurement of viewer results has become faster, more positive. Computers serve such principal sponsored-film networks as Modern, Association/ Sterling and United World Film. Systematic inter-city exchange of needed audience data, booking detail is exemplified by Modern Talking Picture's automated system of control, backed by its computer room in New York. Distributors (such as Modern, for example) have continuously explored and opened new audience channels such as that company's nationwide Airport Cinema, which reaches many topflight viewers in airport waiting room theaters. Resort Cinema, reaching Americans at leisure, in summer and winter vacation centers, is another important influential audience outlet. More than 600 commercial and educational television stations are programming sponsored films of 4 to 27 Vi minute duration on "public service" time. And the 700,000 existing 16mm sound projectors (with 8mm sound coming up) continue to serve as a basic channel for worthwhile, informative films. All it takes is that one, good picture. Good enough, perhaps, to deserve the purchase of the sponsor's print (or, better yet, its "lease" to university and school system or public libraries). Find out how many prints were sold of Wliy Man Creates. Yes, the 25 years which passed so swiftly, are but "prologue" to the challenging future, not only of the sponsored film medium, but of sponsors themselves. When General Motors turns to Teeii-Age Drinking and Drug Addiction as subjects for that company's film program, it is indeed a new era. When Caterpillar Tractor shows that One Turn of Earth can encompass miracles in improving underdeveloped lands and the National Trust for Historical Preservation can ask How Will We Know It's Us? as its film shows how Urban Renewal Programs can preserve fine buildings of our historic past while renewing vast sections of cities, then we have clues to better films. The truth alone can make us (and keep us ) free. And within the scope of that most potent of all tools: the factual, sound film medium in whatever dimension, from all-encompassing 70mm to Super-8, the eyes and ears of the world await our subjects. All it takes are courage ( make that, guts), good taste, careful selection of both content and producer and a little money. The past 25 years: only prologue! Now let's meet tomorrow head-on. 20 BUSINESS SCREEN