We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
RAY LEWIS EDITOR AND PUBLISHER FILM BLDG. 277 Victoria St. TORONTO
Vol. 39, No. 43
TORONTO, CANADA
February 21st, 1948
Motion Picture Film Facts
Mckim Advertising Limited, in December,
1846, published its first edition of McKim Motion Picture Film Facts, under the direction of Stewart G. Gillespie. The published compilation of Film Facts was made at the reauest of clients and account executives, and the interest which followed, has stimulated a revised edition, as of January 1948.
Through quoting, from the introduction of the 1948 edition, we can besi give you the idea which has motivated the publication of Motion Picture Film Facts. “Film Facts is in no means a text book for the skilled technicians working within the motion picture indusiry itself. If this second edition encourages the business man to think about films, if it sparks his interest to the point where he seeks out the men who make the movies to answer his questions, it will have more than served its purpose”.
Motion Picture Film Facts is strictly directed toward Commercial Films, in its own words, “Business motion pictures have little relationship to the glamour products of Hollywood. The feature you see at the local Bijou is filmed with the one intent of transporting you to a land of make-believe where everything ends happily ever after.
“Business motion pictures never take their feet off the ground. They purvey reality rather than escape. Commercial films are planned to do a specific task. The dollars spent by an organization to produce a motion picture must earn a profit of good-will, in increased sales, in greater dealer co-operation, or in any one of a dozen other ways”.
In glancing through McKim Motion Picture Film Facts, we find an astonishing amount of information, not only valuable to the
business man, but of value to those actively engaged in all fields of Motion Pictures.
There are illuminating facts on Commercial Films, the 16mm. field, Non-Theatrical Films. In respect to the former, Motion Picture Film Facts divides these into two main categories, the Non-Theatrical Films, mainly produced as 16mm., in silent and sound, and which can be shown in a private office, or a convention hall, those utilized for sales training, selling, churches, schools, clubs, etc. Ninetynine per cent of the commercial motion pictures produced and used in Canada at the present time are 16mm. These 16mm. films are designed, states McKim Motion Picture Film Facts, “as a vehicle for public influence, information and service”.
While no reliable, independent survey of the use of films by Canadian Advertisers has been made, the Film Committee of the Association of National Advertisers (USA) made a study, states McKim Motion Picture Film Facts, in the Spring-Summer of 1946 “to provide management with an unbiased analysis of this medium”. Following are a few facts they uncovered: “70% of member companies have had recent experience with either movies, slide films or both. Only one out of every eight members, with film experience, is not planning to go on with film programs during the next two years, and for every one that is dropping out, there is more than one newcomer in the use of films. Of the companies using films, 83% use movies for product promotion, 70% are looking for institutional values, 57% use them for sales training, 57% seek school showings, 35% use movies in employee education programs”.
—EDITOR
rl PUBLISHED BY
CANADIAN MOVING PICTURE DIGEST COMPANY LIMITED
277 VICTORIA STREET
TORONTO
oe CSA oa : Saag & wis 8s ak »
:
<as =" £:" FY