Business screen magazine (1946)

It yawn. Mul I, of our canal lor screens to be tabricatci.1 in Jish shapes that then require l^lon at odd angles b\ stceple 5|. It requires that graphic tech q-s be tortured into unique con Aices of ideas that appear to exist llfor the purpose of being crucified rpccial effects. I am tempted to I that visual communication is ilished in inverse ratio to the icity and complexity of AV employed in a given produc I am also convinced that a ...^iirome film and a quart of ft can solve a problem more diy and effectively than fourteen ;ctors and fifteen gallons of art^. Far too many multi-media uctions appear to prefer AV ination to visual communciation. iinit that it is not professional to d or shoved into using a gaudy to replace the serious business of eying ideas and information. at crowd will not always be held by flashy trickery. They'll wake »ne day. And they won"t be too , or imderstanding toward the Ic who have put them on. he Electric Circus has seen its day and multi-media will not be far nd. It will be destroyed by a Multi-media is not the pability — merely a selivc aberration of our calling. We H be forced to it — but our responhity is to understand that we may pharging into a box canyon from 'l.h retreat may be embarrassing, rofessionalism in the industrial io-visual field demands good taste discipline — and the informed de!iination to employ audio-visual Is to communicate clearly, effecy. and directly. j'he great value — the only value of lial communications as far as I'm r::emcd — is the ability to do an jropriate communications job more ijtiy and with greater retention and t;iency than can be attained by r, other medium, implicity in visual conimunica», as in writing or speech, will Ijays be the key to advance precep\ and to win understanding. Multi^ia is the anti-thesis of simplicity, if we clog the channels of communiion with electronic expertise, if jobstruct the flow of efficient comjnication with dazzling hailucinjnic side shows, we may entertain, i may startle, we may successfully sent a minimum of information '1 a maximum of flair, but we may I> fail to communicate and in the be forced to accept the charge l' we have pandered to the sad inlation of human nature toward llowness and novelty. Q TO THE UNSUNG HEROES OF OUR FILMSTRIP DEPARTMENT AT CFI, OUR EXPERTS HELP YOU find many short cuts to great filmstrips. Working with you in the inception stage, they help you get the most from your material . . . often saving you time and money. And with our special facilities, we'll furnish the parts you might be missing. / flower background? A I'me of t)and fettering? Type set on cells tor superimposure? Can do. Our art talent will design and execute original frames for you, or we'll copy your flat art up to 24" x 32" (32 field). Different size transparencies? We shoot directly from 35 mm through 8x 10, with no intermediate reduction to cause loss of color or detail. Product to be photographed? We'll shoot it into your filmstrip against a colorful background. And with all this service, at CFI you always get faithful color rendition with minimum contrast gain and frame to frame color correction to insure over-all balance. And our unique continuous-loop printing equipment insures absolutely uniform filmstrip prims from scratch-free negatives. How long? Well, normal delivery is one week. On super-rush jobs, we'll work with you to a tighter deadline. Need advice? Let's discuss your problems. Call Lou Livingston at HO 2 3161 Your filmstrip benefits from the superior laciiities and technology that have been developed to meet the high standards of the motion picture industry. If you would like more information about CFI's filmstrip capabilities, plus comprehensive price information, just fill in this coupon and mail to: BS-3 Lou Livingston Consolidated Film Industries 959 Seward Street Los Angeles, California 90038 YOUR NAME STATE xh/April, 1972 19