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Complexity, vast amount of technical details make TV film commercials a headache for admen
ART TWO
A TWO-PART STORY
Film commercial production tips
Uninformed admen drive movie makers mad.
i 'ransfilm seminars gave ageneymen briefing'
Veteran of a decade of film production
and direction, Marvin Rothenberg of Transfiln is also a veteran of the famous SHAEFFilm Unit in WW II
Many of Joe Dunford's ideas in scheduling and budgeting TV film commercials have been adopted by other film concerns in the TV film industry
Robert Klaeger, head of the Transfilm Motion Picture Department, has over 600 TV film commercials to his credit. His realm: 1,001 intricate details
■pt§ Do hi "i producers regard I «B you as a pestiferous client? hi the article below, you'll find anecdotes and discussion about agencymen whose lack of knowledge about movie making has helped drive producers to the mad house. Condensed from a series of lectures given by executives of Trans film, Inc., the article's purpose is to help prevent misunderstandings between agencymen and producers which so often add to the difficulties of filming commercials efficiently.
In Part I of this two-part series (13 August), sponsor reported on three Transfilm lectures, covering Commercial It riling. Art Direction, and Animation. The concluding three reports below cover Film Directing, Cost Control, and Film Production Detail.
IV Headaches of a TV film direcfor
(Lecturing: Mr. Marvin Rothenberg)
Like the skipper on a ship, the TV film director has the ultimate responsibility on the film set. He is in charge of everything in sight. The one thing he can't control is the film knowledge of the agencymen who work with him.
"The big bottleneck today," says Marvin Rothenberg, "is the fact that most agency people who are responsible for the original birth of the TV commercial are not film people."
To work successfully with producers, agencies should work out all details in advance, Rothenberg stresses. Though film producers try hard to get everything clearly understood before the film cameras roll, misunderstandings will inevitably creep in — if the agency, has not done a thorough briefing job. Rothenberg told sponsor of one case.
"We were doing an expensive film commercial for one of the leading soap companies. We double-checked with the agency and the client. Everything looked O.K. Then the agency sent o\cr a carton of soap flakes, and we took out a box and set it up for shooting.
"Right in the middle of a 'take' an agencyman — we always trj to insist that one be present as a technical advisor on product usage — suddenly leaped to his feet. 'My God!' he yelled, 'you're using the family size box. and we meant the economy size.' Well, we had to stop, and go hunting for the right-sized box. Not a single distributor in New York had that size in stock that week. It cost a lot in overtime. [Please turn to page 79)