Sponsor (Jan-June 1954)

What vim should know about film service firms .\c»i»il release priii Is in ;i hurry? Waul a Stock shot? Titles? This report will show you whoro to look DEVELOPING: Firms like Movielab are geared to handle all of iaborator^ work, from negatives to finishe #* ew admen will recognize mosl oJ the names i>l lilm Bervice companies listed in the director] which -tart on page 92 of tlii issue. Fewer -till bave seen with their own e\es the extensive, often complex machinery and equipmenl used b) these Bervice firms, Bome of which is illustrated in the pictures on these pages. ^i ft film Bervice organizations arc an integral, important cart of the business of making t\ film commercials. \< cording t<> estimates of Beveral exet utives in this field, these linns will do about t, nun WOrth of business in handling filmed video fare for proilu< era, agent ies and sponsors this year. \\ hat exactl) is a t\ film Ben ice In m? Roughl) Bpeaking, these specialties bear about the same relationship to the i\ film industry that painl Bhops, body* and-fendei repair, motor tune-up, parts shops and Beat-covei installers bear ti> the automotive industry, these film Bpei ialties are Listed and di* ussed brief!) above and in tin box al right. For the mosl part, the) duplicate mam of the sen i< es thai the majoi commen i.il film prodw ers alread) bave in their studios. Or else the) dupli< al t<> some extent, t> film art departments and shipping Facilities of the leading ad agencies. Big commercial producers and big .id agencies of course save some mone) in the long run by handling most, though not all. production and shipping details themselves, since sendee firms are in business to make a normal profit on their work. And. a self-contained producer can exercise complete control, step-by-step, in his film commercials something which you can'l always do if the work is parceled mil all over tow n. But not all producers are giants, and not all ad agencies have the space (oi the t\ billings) to set up their own large-scale film operations. That's where the film service com pan ies come in. \ small producer with limited fa cilities can b) having his animation. Bound recording, titles, lab work and othei details handled l>\ independent contractors turn oul some prett) fani \ i ommen ials. Medium-sized agen cies can move quickl) in setting up big multi-markel t\ spol < ampaigns with filmed programs and commercials. I ven big organizations, caught in an isional rush job or needinj unique spe ialty, call on service firms. Here are just a few recent examples of how film service companies aid tv producers, ageneies and sponsors: • Last December, the Ford Motoi Compan) began work on a huge spo". t\ campaign to plug its 1954 models. So main commercials had to he routed. packed, shipped and stored that the agenc\ — J. Walter Thompson — turned to a firm that specializes in distributing film. Modern Talking Picture Sendee. \i < ording to Alex Leslie. N.V. manager of MIPS. "Six thousand Ford film commercials were shipped to over 300 tv stations in two weeks." The campaign started right on schedule. MTPS, incidentally, handles man] big i\ shipping jobs for ad agencies which include: Y&R, McCann-Erickson, Y \\ . \\er. Leo Burnett. Compton, Benton S Howie-. Weintraub and FCB. Services include inserting commercials in filmed programs, inspecting, shipping and film storage. • Main a film commercial and/oi program has been damaged 1>\ inexperienced handling at agencies and tv -i.it on-, or 1»\ being projected and wound on faulty, dim equipment. V cordingly, film treatment firms — lik-; Peerless, Comprehensive, and Vacuumate are toda\ doing a sizable tv film 48 list of fi/in gervlee firms starts on pane ft'J SPONSOR