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U examples showiny how agencies, producers use stock film for tv commercials, programs
In their search for new video effects and ideas ad agencies ami tv producers are relying increasingly on the use of "stock" film footage available in a number of big film libraries. Stock footage — film which may have been shot originally for use in everything from newsreels to Hollywood process shots — provides a creative tv tool comparable to the use of stock "stills" in print advertising.
At the same time stock footage gives new freedom ami range to dramatic tv shows, musicals, quiz programs, and so on by serving as bridges and sceneshifters betiveen live and filmed action or as scenic backgrounds.
The photos on these pages are a cross-section of the
many successful case histories of stock film usage. These pictures were culled from the files of one of the world's largest stock film suppliers, NBC TV Film Library. They illustrate how stock footage can be integrated into both tv programs and commercials.
Admen have a wide choice of raw material. At present there are some 157 million feet catalogued in stock libraries of NBC, CBS, Fox Movietone and others in New York, Chicago and Hollywood.
Costs vary, depending on whether the film is to be used in live or filmed production, how much film is needed, what size film is bought and amount of lab work. {For details of costs, see story below.)
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To stress idea that Red Ball shoes were as modern and rugged as new jets, Atlas Films used some 15 feet ($40 worth) of tv stock footage in series of Chicago-made filmed commercials
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Live RCA commercials on "Goldbergs" used two 10-second film "loops" of lion (among others) for $30 on-the-air demonstration of RCA video receivers. Agency: J. Walter Thompson
157 million feet of stock tv film: in
Here's a guide for tv admen in the use of slock film footage as a creative ai
tan
M be tv producer on the phone sounded desperate.
"I ve jjntta have some stock footage. An atomic bomb exploding. About 20 bo onds' worth."
"' I li.it shouldn't be difficult," Baid Barbara \\ iener, chief index supervisor of NBC TV Film Library, mentallj thumbing index cards marked Disa tplosions-atomic) . "What
sort of ^Imt did \ou have in mind?"
"I ueed one where the camera is looking out from the center <d the blast, said the produ er.
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Needless to say there is no such shot in the 20 million feet of catalogued and cross-indexed stock film footage in NBC TVs library.
Nor does it exist anywhere in the millions of feet of stock footage availaide to tv in other film libraries, such as those of Fox Movietone News. March of Time, Telenews and CBS I \ .
Hut practically everything else does exist.
Do you want to set the mood of a t\ commercial for a new car bv openin with a shot of a busy New Jersej
highway? Do you need some rearprojection footage of waves breaking on a California beach for a scenic effect in a romantic comedy? Need a jet plane taking off? A Berber festival in North Africa? The Grand Casino in Monte Carlo? Niagara Falls? Malenkov's bedroom in the Kremlin?
Try the film libraries. If a movie camera has caught it. chances are they'll have it in the form of a stock shot.
Stock footage is film shot originally for anything from feature movies to
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