International projectionist (Jan 1963-June 1965)

Theatrofilm Brings B'way to Main St. Through the medium of Theatrofilm, the capturing on film of action on the live stage, top companies are now able to "tour" without leaving home base. In a scene from ''Hamlet," one play recently rendered in the new medium, we see (left to right) such stars as Richard Burton as the Melancholy Dane; Alfred Drake as a modern Claudius; Hume Cronyn as Polonius; and Eileen Herlie as Gertrude, Hamlet's "father's brother's wife, and — were it not so — my mother." Play's The Thing — On Theatrofilm By Charles Washburn The original cast intact, exactly as seen on Broadway, now becomes a fact for the first time in American theatricals. Even the smallest as well as the biggest roles go on tour. The original scenic production, too, takes to the road. Thanks to Theatrofilm cameramen, the Richard Burton Hamlet comes direct to sticks, stony points and stellar cities from the Lunt-Fontanne plush Broadway theatre. The viewer will be in a down-front seat in some 1,000 picture houses seeing a performance at less than one-third (not counting the extra $10 to he'd have paid scalpers) the Manhattan tariff. stage play. No strange screenwriters to overshadow Shakespeare on the house boards; no misspelling his name on banners nor hams in his great "Hamlet." More than this, he'll be "mingling with the old time throng" because there are shots of the audience, the pushing and shoving at the stage door for Burton autographs, and the commotion at the box office just for standing room. Everything for the road showing, through the genius of cameramen and what is called Electron-O-Vision, except the loss of buttons torn from the clothing by the wild drama lovers. Shakespeare never before had anything to even approach it. If The Bard's astral body is hanging around, the chances are he will stay out of his tomb long enough to appreciate what is the most important technical treatment ever afforded a 8 Let's look behind the scenes while cameras grind the first true transition of stage to screen. Occasionally we see a closeup of Burton, which is more than the New York balcony seat-holder in New York ever sees; but this only for a few seconds — the play must go on. All around are cameras, somewhat comparable to videotape devices, but now concerned with making an exact replica of the Broadway performance. Hamlet is on view to a New York audience. What they are seeing is exactly what you'll see in Cherry Valley or Valley Forge. The play isn't on location, nor are there studio sets. It is in a theatre and it shall remain in the theatre — on the new Theatrofilm. The real, diamondstudded live gathering applauds. The cameras silently click Broadway as Broadway has never been clicked before . Even audiences unknowingly, are lensed in all their eager enthu siasm. See photo on page 14 Electron-O-Vision is an independent New York corporation formed this year. William Sargent, Jr., is president ; Alfred W. Crown, is executive vice president. William Colleran directed this film duplicate of the John Gielgud production. William Sargent, Sr., is treasurer; Albert W. Ham, is secretary. These are the master minds behind a speciallydeveloped electronic process for photographing and recording stage production. Available light from the stage is adequate, thus no display of equipment is ever visible to the audience. As for Theatrofilm, it is a registered trademark. The finished product can be shown on any standard motion picture projector without special equipment. The picture is made on high speed film, using special cameras operated by specially-trained operators ; while, as in this case, Burton's Hamlet, is being performed to a live, cheering throng. Motion picture houses everywhere can show the production. Only four performances per engagement are currently scheduled, on a reserved seat basis. In most cases the seats will not be especially reserved by number. Warner Bros, have assigned a large staff to the distribution and promotion of this extraordinary film. Benj. Kalmenson, Warner executive, is directing its far-flung distribution. Not to be overlooked in the managerial setup are Richard Lederer. executive vice-president and director of Warner advertising and public relations, and Morey (Razz) Goldstein. Goldstein headed the Chicago conference. Joe Hymas is national publicity manager. Others include: Ernie Grossman, studio publicity director; Max Stein, field coordinator; Jules Lapidus. Ralph Iannuzzi, Robert L. Conn, Ollie Williamson and Al Grubstick, Haskell M. Masters and Robert E. Myers. iP International Projectionist August, 1964