Theatre Catalog (1946-47)

was the newspaper. Then came motion pictures with the projection or distribution of news on the screen; and later the radio with distribution of news over the air. Metropolitan dailies, seeing probably loss of control, combined with national newsreels, so that news on the screen would be identified and be part of the newspaper. When radio made its appearance, newspapers fearing a loss of interest in its written word, immediately took steps to control news over the air and arranged to be identified with the news that was broadcast. These advantages for news control were possible only to the metropolitan daily. For years the DeVry Corporation realized that if the proper equipment were designed and a proper plan drawn, it could give to the smaller newspaper the same advantages of news control on the screen that were available only to those publications in the large cities. About a year ago, the development of the mechanical requirements was completed. A practical plan was developed. Then followed a year of experimental installations in various localities. Public acceptance was far beyond all anticipation. Details were refined and polished. As a result, the DeVry Local Newsreel Plan is now presented to newspaper publishers throughout the nation. The plan is now being successfully operated and giving to the newspaper all that has long been desired. It gives news control in the particular area to which the newspaper circulation is confined. It gives the newspaper the good will of its readers. It enhances the prestige of a publication locally and nationally. The necessary equipment is placed at the disposal of the newspaper and makes available promotions and advertising specials that heretofore were impossible without a great deal of expense. Equipment Loaned Under the provisions of the plan, with which the local paper now supplements the news in print, with portrayal on the screen of the action in daily community happenings and active life drama of the inhabitants, the following equipment is loaned: A special DeVry 16-mm. newsreel camera, in case, with necessary lenses. A newsreel editing projector, with case. An exposure meter. i A set of photoflood lights, reflectors, stands, extension cords for interiors. Accessories for editing and completing film. Titles. Title leader and ending. Plan‘s Construction There are three factors which combined to make this plan successful: First, the production of the local newsreel; second, the projection; and, third, service. In this outline numbers one and three will be gone into thoroughly. Number two affects only the theatre and needs but little space here. In short, the projection in the theatre is dependent upon the equipment which was developed by this company over a period of years. It is due to intensive research and equipment development that satisfactory light 566 ing and full lighting and full coverage of the theatre screen is so perfected, as to make the local newsreel possible. We pride ourselves on this achievement. It is ours exclusively. Production With the equipment as listed above, it is possible to take pictures of interesting events and incidents in the daily life of any particular community. These events are woven into story form so that they become interesting features to theatre patrons. What is more interesting than seeing yourself, your neighbors, and your friends in action. This human weakness applied to all of us and gives us a warm feeling toward that person or organization which makes it possible of fulfillment—good will. The newspaper photographer or cameraman soon finds that the operation of a newsreel camera is not a mystery, but as simple as handling the still camera he is now using. With little instruction, he soon becomes efficient. It requires no extra time, as he can carry both equipments when he goes out on his assignments. The cameraman is usually more than interested in taking motion pictures. It gives him a new field and makes his work more fascinating and enjoyable. The comment writer is another factor of production. His duty is to write comments that go to the commentator at the theatre and are read over the microphone as the picture is shown. This is again a simple procedure. Under the DeVry service, one of the members of the editorial department, possibly the cameraman himself, is given competent and thorough instruction on writing interesting, crisp comments and timing them to the newsreel with the use of the editing projector. Service Service is the key to our local newspaper plan, that assures complete success. The equipment is the working tool. The local organization would soon fail if it were not given the proper service and supervision. When arrangements are made for the local newsreel in any locality, a supervisor is immediately assigned to assist, first, in the organization and, second, in the production of the weekly local newsreel. His responsibilities include: Coaching the cameraman as to the type of subjects for newsreel use, stories, and movie photography. Layout stories for activities of organizations and institutions. Choosing and coaching the comment writer and commentator. Compiling and submitting definite continuities and sequences for photographing each week. Checking continuous publicity and exploitation by the newspaper. When necessary: Photograph special and originate publicity. Organize and conduct local newsreel clubs. Keep close personal touch with each theatre and newspaper in his district. From the DeVry local newsreel headquarters the following items of service and help are obtained: A service with each newsreel which includes inspection for photography, composition, and continuity. ; Editing: to return a reel that is up to theatre standard. Instructions: on further editing for loca] interest purposes on type of commentating to use (details to be added at the newspaper). Weekly bulletin giving new and novel scenarios or continuities to be used; new promotional ideas in operation; and effective additions to newsreels. Mat for the local newsreel columns. It is‘our aim to keep in close touch with each theatre every week. Assuring success in each individual community, assures the success of the entire plan nationally. A complete list of scenarios in detail, for the entire 52 weeks, is submitted to members of our plan. No worry about material to use each week. Producing the Issue Using the above factors, the procedure followed for producing and delivering to the theatre one week’s issue of the local newsreel is as follows: When the cameraman has taken his pictures (suggest using 100 feet each week), he sends his exposed negative roll of film to the DeVry central office in his territory. DeVry or its agent in the territory will develop and print that film, follow the procedure as stated above in regard to editing, composition, and comments, and forward to the newspaper. The commentator will time his comments with the film (the editing machine runs at the same speed as the projector at the theatre). When this is completed, the * film plus the written comments are given to the theatre where the heading or name of the local newsreel and the end title will be added before showing on the screen. One 100-foot roll of 16-mm. film is equivalent in running time to 250 feet of standard 35-mm. film, or approximately 3 to 4 minutes. The districts are being so arranged as to give the maximum speed to developing and printing service, and in many cases is much faster than the present national newsreels receive. Plan’s Publicity First, a suitable name should be found for the newsreel. In some cases a simple heading is used, such as “The Orpheum Theatre Presents the Daily Journal Newsreel.” Second, the newspaper to gain full benefits from the newsreel, should keep its readers in daily touch with newsreel pictures that have been taken. The public knowing that events are being made into motion pictures will be looking in the newspapers for information of when and where they may see the newsreel. It is suggested that the newspaper have a regular cut for its newsreel column, such as “Events in the Local Newsreel” or “News Pictures in Action,” with a by-line of either the cameraman or the comment writer. It is well to mention here that the newspaper itself or in conjunction with the cameraman or comment writer have an incentive to cover unusual or strange incidents of national interest. Such things are happening continually in every community. It is planned to issue weekly prizes for these film news strips. THEATRE CATALOG 1946-47