business screen magazine, vol. 2, 1939-1940

8/7/2019 Business Screen Magazine, vol. 2, 1939-1940

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REFERENCECOLLECTIONCLEVELAND

PUBLIC LIBRARY


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San Francisco, California2008


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IN THIS ISSUE: OFFICIAL WORLD'S FAIR SURVEYS :WESTINGHOUSE PREVIEWS THE MIDDLETON FAMILY


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An Outstanding Contribution to tlieField of Commercial IVIotion Pictures

Jsewher n to provide- m new

-"--"u-i.-nco..erc;alfi,;r '^ "*'" ''''-We

Audio Production/ Inc.Producers of ybuND Motion Picture/

r Vtvestern EltctricT ~J35-11 THIRTY FIFTH AVENUE. LONG I/LAND CITY. NY(West Coast Facilities 6625 Romaine Street Hollywood, California)


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41- 79

World's Fair Movi

"COMMBItaAL"compact, single-case projector offering the utmost

and simplicity of operation for the busyIt provides uninterrupted ihree-quaner-hourof theater quality in salesroom, showroom,room, or moderate-sized auditorium

That's Why MOST ExhibitorsUsing Talking Pictures Show Them with

BELL & HOWELL

"MASTEk" is a more powerful projectorserving larger audiences. It shows both sound and

films. Has provision for using both a publicmicrophone and a phonograph turntable. Hasampli6er, and 7 50-watl lamp with condenser

for 325g brighter pictures.

fILMOARCthe most pow-erful of 16 mm. projectorsemploys the automatic, elec-tric-arc type of illuminationused by movie theaters. Itprovides such screen bril-liance and ample sound vol-ume that it can be used inlargest auditoriums.

At both the New York and San Francisco Fairs,Bell & Howell Filmosound Projectors areby far the predominant choice of exhibitors who use16 mm. talking pictures. Aetna Life, Armour,Bethlehem Steel, Coca-Cola, Coty, Yale & Towne,and scores of others use Filmosounds.Why? Because the show must go on! Because

continual use, all day and half the night, sevendays a week for month after month, is gruelingservice which requires the utmost in projectorruggedness and stamina. Because these exhibi-tors have found that Filmosounds can be reliedupon to project theater-quality pictures, todeliver clarion-clear sound, and to continue toHow to Dramatize Your Product. . . and build up sales and good will withcommercial sound films is told concisely ina free, illustrated, 36-page booklet, SHOW-MANSHIP. Write for your copy, today.

give new -machine performance after monthsof constant use.The same lasting dependability which makes

Filmosounds the choice of a majority of World'sFair exhibitors recommends these projectors foryour use. Whether your need is for small, compactmachines for your salesmen to carry, or for 1 6 mm.projectors capable in the largest auditorium, thereis an ideally suited Bell & Howell model. All arebuilt to the same quality and precision standardsas the Bell & Howell studio equipment, preferredby Hollywood for more than 32 years. Bell &Howell Company, Chicago; New York;Hollywood; London. Established 1907.

rRiCISION-MADE BY

B E L L & HOWELL1S No. 9-39BELL & HOWELL COMPANY1808 Larchmont Avenue, Chicago, 111.( ) Send free booklet, SHO>X'MANSHIP.( ) Include details on Filmosound Projectors for busi-ness use.

Same Tif/eCompanyAddressCity State


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THEMEN BEHIND*Look to the men behind the men behindthe camera for the success of your com-mercial motion picture.* Good cameratechnique is importantyes. But the suc-cess of the finished picture depends firstof all on the story it tells to the peopleyou want to influence. And that is deter-mined long before the cameras start torollby the creative ability of the menbehind the men behind the cameras.So, Industrial Pictures, Inc., suggests thatyou consider the competence of the cre-ative staff in choosing the studio that isto produce your business pictures.Of course, we don't mean to minimize themany obvious superiorities in the facilitiesoffered in our plant. They include:studios designed and built from theground up for the production of businessfilms ... a stage acoustically designed incollaboration with RCA engineers to meetthe special requirements of business pic-tures . . . the latest type RCA High Fidel-ity equipment to permit the making ofsound pictures anywhere . . . and manyother features which place Industrial Pic-tures in the first rank of commercial pro-ducers. Because of these facilities, andthe capable personnel working with them,our clients benefit by greater technicalexcellence together with lower productioncosts in the finished product.But of far greater importance, we believe,is the emphasis Industrial Pictures placeson the work that goes beforeon pro-viding a staff unusually able to fashiona story in pictures that effectively reachesinto the minds of those you would influ-ence. We invite you to investigate thethinking and working procedures of themen behind the men behind our cameras.

DL FILM FORIMA COLUMN OF LETTERS FROM OUR READERSiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii{iiiiiiiiiiiiiiiiiiiniiiw

ADDRESS LETTERSON TECHNICAL

QUESTIONS TO THEBUSINESS SCREENSERVICE BUREAU

'Y " PHOTOGRAPHY

SLIDE FILMSFacilities In New York Detroit Hollywood

My thesis on "The Potentialities Of SoundFilm As A Retail Training Device" has beeniu-i-c|ited hy Northwestern University in finalI'lilfilhuent of the requirements for a Mastersdegree.As you know, no authoritative books and

few articles have been written on sound filmas a training device. Hence, much of thematerial had to be gathered the hard way,through several months of intensive research.Numerous producers, users, and trade organi-zations were contacted in an effort to deter-mine both the present status and probablefuture developments in the field. Althoughthese sources of information were not in allinstances entirely satis-factory due to hesitancyon the part of some pro-ducers and users to giveinformation that mightbe of value to competi-tors, the thesis is, Ibelieve, a reasonablycomplete, impartialevaluation of the pres-ent use and futurepossibilities of soundfilm as a training me-dium, and should be ofconsiderable interest toproducers and users ofcommercial film.

I would like to expressmy sincere gratitude toBusiness Screen forthe valuable informationgathered from its pub-lications and the splen-did cooperation givenme. Gordon B. Palmer.* Please advise at once if you have any filmson the subject of wines.

George B. Sutkin. Sales ManagerGranada Wines. Inc.

We have recently subscribed to your maga-zine. Business Screen, largely in the hopethat we might become acquainted with someof the industrial films put out by such com-panies as United States Steel, Ford, Ameri-can Telephone and Telegraph, etc. We arewondering if it would be possible for you tomake available to us some information re-garding a number of these industrial films,as to their content and the advisability ofshowing them before a group of investmentofficers in a banking institution. We should,also, greatly appreciate learning how suchfilms may be made available to us.

T. D. Montgomery

BUSINESS SCREEN


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How Many Peoplecan Your salesmen ""seir"

in 30 MINUTES?11 you want proof ihat CaravelPictures get results, check withAmerican Can Company

American Machine & Metals, Inc.Wallace Barnes Company

The Bates Manufacturing CompanyBethlehem Steel Company

Black & Decker Manufacturing CompanyGodfrey L. Cabot, Inc.

Calco Chemical Company, Inc.S. H. Camp & Company

Cluelt, Peabody & Company, Inc.Congoleum-Nairn, Inc.Davis & Geek, Inc.

Dictaphone Sales CorporationEastman Kodak Company

The B. F. Goodrich CompanyHart Schaffner & Marx

Jenkins Bros.Johns-Manville Corporation

Kenwood MillsNational Biscuit CompanyNational Lead CompanyRaybestos-Manhaltan, Inc.

Socony -Vacuum Oil Company, Inc.E. R. Squibb & Sons

Talon, Inc.The Texas Company

U. S. Industrial Alcohol CompanyOR ANY OTHER CARAVEL CLIENT

EVEN your lop salesman is blocked again andagain in tiying to reach all Ihe people who can

influence a sale. But even your average salesmancan reach them with a well-planned motion picture. . . and in thirty minutes' time!He can shut them off from interruptions...darken

the room . . . focus their undivided attention on thescreen . . . compel their interest with dramatic pic-tures and a well -delivered talk . . . conduct themthrough your plant . . . demonstrate the merits ofyour product or your service . . . anticipate objec-tions before they are voiced and knock them down. . . then drive your selling points to the dotted line.One notable example: Number of executives who

had to be sold39. Time spent in reaching 23 ofthese executivestwo years. Attendance at amotion picture showing 36. Three weeks later, theclosing of a six-figure contract.Your biggest loss in selling is the lime your sales-

men spend in getting to the right people. Let usshow you how you can save that timeand makeit count!

CARAVEL FILMSINCOHPOHATED

New Tork 730 Fiilh Avenue Tel. Circle 7-6112

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Da-Litu S..r'-uii iii llj.- i.rn,il'/ ll..-.,lr.: -.( lUr HousHiuI.i Fi.ian.-.' Cnr-poralion'fl exhibit ai the New York World's Fair. This exhibitor, inpresenting its 61ms elsewhere to smaller groups, also uses Da -Liteportable screens including The Challenger, with tripod altached ivhichcan be set up ini^tanlly anywhere.

DA-LITE INSTALLATIONSAt The ^ptv York World's Fair*

Include the Exhibits ofHART, SCHAFFNER & MARXHOUSEHOLD FINANCE CORP.LEE HAT COMPANYNATIONAL ADVISORY COMMITTEEON AERONAUTICS

(Aviation Building]

UNITED STATES NAVYDOMINICAN REPUBLIC

FINLANDPOLAND

STATE Of OHIODENMARK

At the Golden Gate InternationalExposition, San Francisco

Include the Exhibits of armour star brandCALIFORNIA STATE PHILIPPINE PAVILIONRECREATION DEPARTMENT REPUBLIC OF COLOMBIACALIFORNIA MINES PERFECT SLEEPER CORPGREY LINE TOURS AUSTRALIA DRAMA OF SCIENCEPACIFIC HOUSE KEITH THEATRE STATE OF OREGON"As otliridlh rt'fuirfeil in the Neu,' York if nrlil's FmiStirvry of niisiness Screen Magazine.

PROMINENT EXHIBITORS USESCREENSWherever industrial motion pictures and slide films are being shownwhether at the Nation's two World Fairs or elsewhere throughout Americain factories, schools, cluhs, churches, auditoriums, offices or homesyou will find experienced users of this modern selling medium projectingtheir pictures on Da-Lite screens. Many of these exhibitors chose Da-Litescreens after comparative tests had proved their superior light reflectivequalities and greater convenience. Others specified Da-Lite equipmentbecause of its 30-year old reputation for quality and dependable service.Da-Lile screens are available with White. Silver, or Glass-Beade


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IN IHE SPIRIT OF TOMORROWToday's outstanding value in 16 mm. sound projectors

YES the sound projector of tomorro^\ buthere today! Not just a new model, or an im-

proved unitbut a revolutionary new designwhose performance lives up to its promise inevers- respect. The new Models "X" and \offer vou: Convenient operation with all con-trols centralized on one illuminated panel aseasv to operate as a radio. Such extreme quiet-ness that a sound proof case is not required.Ease of threadingas simple to thread as asilent projector. Convenient portabilityModel

MANY PLEASED USERSMan> indu>trial fimi> are lo uînj; thenew AmproM>und models \ ami Y andreport ver>- satis-faclorj re!>lls. IS'anie? jml.nlHre-iP- ulaHK fiirni-ln-ff on refjm-il

*'X" weighs onlv 49 lbs. complete in one caseand both models swing into action as easilv andquicklv as a portable tvpewTiter. Other fea-tures include: A Quick-Cleaning Optical Sys-tem; Economical Operation with the standardpre-focused projection lamps: New SimplifiedDesign and fast Automatic Rewinding. It ismechanicallv impossible to tear film perfora-tion. To top these all are the new low pricesso that now even the most infrequent user ofsound fihns can no longer afford to be ^nthoul

AMPROPRECISION CINE EQUIfMENT! Ctrp, 2139 N. WtsKra *it,Ctica|>. ML

efficient 16 mm. sound projection equipment-Send roupfin below for full details.

NEW LOW PRICESModel "\" equipped niih *> rvcle A.C. motor, including ;1600 foot reel, 8' dynamic speaker, complete acc^saories ând cords, comesi in one case all weighing only 49 lbs. A#*J^

' ;Model "Y" equipped with Universal A.C.-D.C. molorjforboth silent and soand film speeds. incIudiojE completej^cces-eiiries. and cord*, with 12' dynamic speaker, conjeain two compact canes -TV . . .(Model "\ " also i3 available inwith 8' speaker. Can also bePtrlurr BuMou at slight extra (

S295one case, complete jcccbtaiDed wHb Reverse and Stitlâ St.)

Please send me the new 1939 Ampro Calii[o. I am par-ticularly interested in :Z] New Amprosound Models "X" and "Y".G -Ampro 16 mm. Silent and Convertible to Sound Pro-

jecl


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^P3P^1^^ 'i^'ji^ ^1,1

4r The production of good industrial films is the result of wideexperience and a constant, active production schedule. Alarge permanent staff of creative and technical personnel isconstantly employed in the production of films for avariety of uses. The extent of this wide and varied experi-ence may be conveyed in part by the following listing of filmsrecently released or approaching completion.

NOW IN PRODUCTIONOFFICIAL 1940 AMERICAN LEA- produced in cooperation with Her.GUE BASEBALL FILM, produced in Jcones R. Keane. O.S.M.cooperation with Lew Fonseca,Director ol Promotion, American "GARDENS IN THE CITY," produc-League oi Professional Baseball e^ 'o' ^e Chicago Park District.^^^^^- "THIRTY YEARS OF LOGGING,""MISSA SOLEMNIS" (10 reels), in co-operation with the Allis-the story of the Catholic High Mass, Chalmers Mfg. Co.

RECENT PRODUCTIONS"Styles In Smiles" Kolynos Co."March Of Power" International Harv. Co."Fun For All All For Fun" 1"Sports" Chicago Park District"Fun On The Lake Front""The Story Of A Car Wheel" Car Wheel Mfrs. Ass'n"Time For Graduation" Elgin Notional Watch Co."EclampsiaIn The Science And Ari Of Obstetrics" Dr. J. B. DeLee,Chicago Lying-in Hospital"Dan Daly Does It" i Red and White Corporation"Red And White Round-Up" J"Shop Talk" American Air Lines

CHICAGO FILM LABORATORY, INC.^MOTION PICTURES ^^ SLIDE FILMSSTUDIO AND GENERAL OFFICE ^^^ 18 W. WALTON PLACE WHITEHALL 6971

CHICAGO, ILLINOIS


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A TIP TO the Simmons Comp-a topnotch movie is await-in the text of Dr. Edmund

book I'ou Can SleepDitto to an automobilewhose sales promotional

should be aware of onethe recent A-B-C's of good

handbooks almost anyof which would make a finefor distribution before audi-of club women.

Which brings us to the pointthe non-fiction shelves of the

are full of how-to-do-ranging from house decorationtrap-shooting and none yeta commercial sponsor. Notcan we use the talent and re-

already put into thesebut their popularity

lend additional guaranteespublic interest for any subse-

filmssponsored or other-An additional hint wouldto present the experts them-

in personal appearances,where their presenceadd to the general authen-of the production.

AND MH. LEIGHDouglas Leigh, the youthfulwho surprised adver-

and Broadway with thepicture" spectaculars,

done a light-hearted animat-film in the same vein forDrug and Bromo-Seltzerthe New York World's Fair.Leigh's Goofy Newsreels don't

sponsored entertain-but they do offer a freshto the field. Perhaps thetechnique offers an entire-

new market for outdoor show-on a projection compromisewill make it possible to place

cartoons elsewhere.

\ li?^-

Douglas Leigh,^ -w 1 whose moving

'f picture signs^B turned into an

aniTnated film.

ON THE AIR:Bob Seymour, Business Screeyi's

who gathered mostthe magazine's World Fair

material which appearsPages 21 to 25 of this issue,

the following conversationon the air recently:Kyser: "Say Bill, tell usthe Luckv Strike mo'om

CAMERA EYENEWS AND COMMENTON BUSINESS FILMS

pitcher, who's the star.'"Announcer: "Well, Kay, in theLucky Strike motion picture now-being shown at the New YorkWorld's Fair it's the exclusivetoasting process that steals theshow. Yes sir, folks, three millionpeople have seen this picture . . .and be sure to stop at the Ameri-can Tobacco exhibit and see thismotion picture when you cometo the World's Fair!"Which seems to be the lastwordheard in the sponsor's ownlanguage, s'help us.

DENT ON VISUAL SENSORY AIDSBusiness and education will

share a long-felt need for anauthoritative handbook on visual-sensory aids to

sources of films, equipment manu-facturers and various tables.THE FILM parade:Previewed by a Business Screen

representative in New York re-cently was Emerson Yorke's newCinecolor production The NinthState. According to the reviewerthis scenic tour of New Hamp-shire is one of the finest trave-logues to hit the screen in recentmonths. Labeled a "cavalcade ofthe salient historic, scenic, cul-tural, recreational and industrialhighlights of New Hampshire,"The Ninth State will be welcomefilm fare on educational andtheatrical screens from coast tocoast throughout the country.

The original

operations are not endangered byany shortage in materials thatcan be foreseen as a war result."CHICAGO vs. NEW YORK:For the use of anybody who

wants to compare the use of filmsat Chicago's Century of Progresswith the New York World's Fairwe offer the following in evi-dence:Number of Projectors at Chi-

cago 87Number of Projectors at NewYork. 129One of the neatest Kodachrome

travelogues in recent months is

instruction suchas EUsw o r t hDent's Audio-Visual Hand-book (Soc. forVisual Ed.,1939) offers.The latest edi-tion which con-tains a completeanalysis of alltypes of visualand sound aidsalso discussesthe business useof the medium.According to

Dent industryfirst used themore commonvisual aids for teaching safety,cleanliness and cooperation toworkers, many of whom couldnot read. Exhibit slides and pic-tures made a common languagebetween employer and employee.Industry now also uses the visual-sensory field. Dent reminds us,for a mild form of propaganda.

Dent's long years of experiencein audio-visual education and hispresent position as director of theeducational department for theRCA ISIanufacturing Companyqualify him as one of the field'sablest spokesmen. The newhandbook also affords a completeguide to all types of visual, soundand audio-visual aids; a glossaryof reference texts, commercial

BUSINESS SCREENSFIRST USERS' SURVEY

Included with a selectednumber of copies of thisissue are copies of BusinessScreeri's first User's Sur-vey. Of those individualswho receive these blankswe ask cooperation for themutual good of all filmusers. Individual returnswill be kept in strictestconfidence as requestedand the complete statisti-cal information publishedfor the benefit of all.

musical score,one of the pic-t u r e' s h i g h-lights, is bySolita Palmer.Alois Havrilla isthe commenta-tor and produc-t i o n director,and authorshipwas by EmersonYork."Pitt sburgh'sDuquesne LightCompany is ty-ing up advertis-i n g materialswith its 20-minute soundmotion picture

From Sun to Sun in highly effec-tive style. A 20 page 2-colorbooklet entitled Behind theScenes u-ith Electric Living wasrecently used as a mailing pieceand as a souvenir in conjunctionwith local showings of the filmbefore requesting civic groups.

WAR & PHOTOGR.\PHIC M.ATERIALS:An authoritative statement to

the editor of Business Screen fromthe Eastman Kodak Companygives a final answer to the ques-tion of war shortages in photo-graphic supplies.The Eastman letter states that

film and developing agents arenow manufactured entirely in theI'nited States; "that Rochester

The Coty Building at the XewYork Fair houses one of theshoic's most compelling films.a new addition to the YMCAMotion Picture Bureau Library.Saguenay Saga, a full color scenictrip on the St. Lawrence andthrough the "Habitant" countryis available for free showing andmight be suggested to other com-mercial sponsors as a supplement.

IN OUR NEXT ISSUEThe editorial files on the sound

slidefilm have been gatheringweight for some months. Finallywe are to do the long-awaitedsection on this medium togetherwith a selection of the outstand-ing slidefilm programs of the pasttwo years. Also forthcoming isanother of Larry Rosenthal'sinteresting articles on screen ad-vertising; one on the writer's jobin commercial films and anotheron "Opportunities for the Com-inercial Film As Yet Unrealized."That last title sounds prettyauspicious!

Business Screen's candid canieracatches a theatre screen ad inan ir}tense bit of kitchen action.

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That impressive, descriptive, convincing advertisingfilm you have is potential sales energy a presenta-tion that will touch the pocket nerve of dealers andconsumers. What a wonderful job of selling it's goingto do!But just a momentfiou) is it going to sell?Many a master business film is buried alive, rightnow. The drama of its action, the power of its clearlyspoken word, the clarity of its product display; allthis buried alive without ceremony.Business talking pictures are not like wine. Theydon't improve with age. Vintage films turn to vinegarif you don't watch out.A film is as valuable as the distribution it gets.MODERN TALKING PICTURE SERVICE has 73 point-of-sale distributive units that cover 732 cities inwhich meet 46,230 established audiences drawn fromthe middle and upper consumer groups. These are

available to the advertiser in the number, quality andkind he stipulates.MODERN TALKING PICTURE SERVICE has facilitiesfor booking suitable advertising films in theaters fromcoast to coast.MODERN TALKING PICTURE SERVICE has contactsthroughout the country for the booking of your ad-vertising message with schools using sound films.These local bases are equipped with every technicaldevice required to give any business film expertpresentation, and are operated by men experiencedin all the details of management, direction andsales showmanship.Tell us the territory, class, age, sex or special groupsyou wish to reach, anywhere. We will, WITHOUTOBLIGATION, give you a confidential report preparedfor your individual use.NOW is a good time to write us.

lUnilERU TALKING PICTURE SERVITE, iM\9 ROCKEFELLER PLAZA (An Independent Organization) NEW YORK CITY TRADE-MARK REG. U S PAT OFF[lOl


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Bus^iness as Usual Doring AltercatA^fEniCA's nOHK tWPST BE DOXE^ V EiLMS niEL no MT BETTER

ions ?

B.ESSED by a free press, screen and radio, u,elire .n the most enlightened land in the ivorld. We'.re better informed on the progress of Europeand Asia s uars than the vast majority of peoplesinvolved. But betueen the successful efforts ofable foreign news staffs and the unabating barragefrom propaganda agencies ,ve are left little timemuhich to reflect on our many unsolved econo-mic and social problems here at home.Wherever the hearts of liberty-lovins Ameri-cans may turn personal sympathiesour ouncuadel of democracy is still threatened by theseproblems. If ^ce are, indeed, safeguarding thelast stronghold of free democratic institutions,ue orce it to ourselves to reaffirm an Americaunited in thought and action.The forces of Recovery may be advanced byspeculative increases based on expectations ofuar demands on our production facilities. Butice cannot forget the hazards of equally specula-tive rises in the costs of basic materials also in-colved in our long overdue housing boom 4spointed out ehcchere in this issue, our slou- prog-ress in achieving understanding and increasingtrade ,n Latin America must not be neglected for atemporary trade boom brought about by theclosing of other markets to these countries. Athome, again, problems of unemployment, laborrelations, social welfare and basic economic ail-ments must not be regarded as miraculously curedby the suift rise in stock prices.JVLoRE than ever before there is a great needof reaching our oun people of piercins thegathering clouds of rear talk and ,var opinionicith sound and sensible inter-pretations of business problems.Manufacturers dependent on asteady and rising demand for build-ing materials ivill recognize the re-sponsibility of maintaining the en-thusiasm for home construction.The employer faced tvith a suddenstep-up of production will remem-ber the economy of visual trainingfor hundreds c.f new employees, of

an egually important stressing of safety measuresthrough safety education especially among neicand unskiUed workers. The job' of the sales-man made easier by a rise in individual incomes,IS also more difficult because of the rising priceof his product and the uneven distribution of in-come rises.Above all we need to remember that the soundmotion picture and sound slidefilm have ablydemonstrated their usefulness and economy in at-laming such results. Better production, econo-mies in equipment, and the widest coverage ofaudience groups ever achieved await the businessfilm sponsor today. In specific fields where con-sumer problems are now of paramount impor-lance such as housing, insurance, health and safetyeducation, and family matters, the films can nowbe brought before almost every influence group inthe country.

In the inner circles of business organization,the important task of relaying an exact and un-changed message to large numbers of ,videly scat-lered salesmen, of equipping dealers with modernsales methods and a thorough knowledge of theproduct and similar accomplishments may besafely entrusted to the visual media.TcO the film industry entrusted ivith the produc-tion of new and important programs of this na-tare, the responsibility is greater than ever beforeIt will not be met by experimenters tvith amateurequipment or the office-in-his-hat producer Itcan only be carried out by able and long-experienced studio production organizations,

fully staffed with able creative tal-ent and completely equipped. Tothe sponsor whose business needssuch expert interpretation, the filmoffers its potent force. To anAmerica badly in need of keepingits mind on important affairs athome, it provides a medium morethorough and forceful than a thous-and headlines and their attendantrumors. _ Q.H.C.


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* Till; American Salesman has a lot of new responsibilities to faceif our new kinship with Latin-America is to amount to anything.Now that his competitors from England, Germany, France andItaly are finding their respective "home offices" temporarily diverted,our salesman is about the only fellow who can deliver the goods.Perhaps this is the time to remember how much we've needed realsalesmanship. Certainly American business should not accept withtoo much self-satisfaction this period of order taking. The memoryof those rapidly rising Nazi sales curves in Brazil and other countriesis too recent, the continued presence of determined little men ofNippon too mindful of our lost textile markets.

If ])crsistence and the weight of numbers counts for anything,the efforts of European and Asiatic rivals had left our typical sales-man well out on a lonely limb. He never understood most LatinAmericans anyway and their opinions of him and his country havenever been very flattering. That is, not until recentl.v, for all thishas been changing ver,v fast.

Within the Roosevelt administrations a new era of Latin Ameri-can cultivation has been developing. A "Good Neighbor" policyin practice rather than theory, it has gone far to supplant the mem-ory of other "Good Neighbors" of previous administrations whoalternated loans with detachments of marines. The President's visitsand those of the Secretary of State have punctuated a well-developedprogram of friendly co-operation. Even when faced with Mexico'sSantiago, {Chile) center oj one nj Laiin-America's foremost markets.

1 Hi Mi ill in mi

Hands acrossthe Caribbean . .

... a Spanish soundtrack on a well-produced industrial filmmakes a first-rate ambassador ol goodwill to your customersin Latin-America. To American Business the editors of Busi-ness Screen point out the possibilities of the film medium inthe South and Central American Countries.

abrupt seizure of our oil wells, we have not altered the calm andorderly procedure of this diplomacy.

All of which brings to mind in paraphrase, the highly importantthought that with all this getting of knowledge, we still need mutualunderstanding. Wc don't know the Latin-.\mericans, neither do weunderstand their language and customs. There is little appreciationof these countries in the United States and probably something lesson their part. We are too easily pictured as an aggrandizing coUosuswhose occasional bursts of generosity are to be regarded with highsuspicion. A confused montage of gauchos, swarthy millionaires,.Amazon Indians and lazy peons is the average North American'spicture of our cousins to the South. So our newly-discovered diplo-matic tenderness is not actually based on a spontaneous nationalspirit of kinship. Neither is Latin-America's equally warm reception.What, then, is the background on which we have to build and keepthis new export market?

American diplomacy has merely served to insure a receptivecustomer. Europe's war has served to create a demand by elimina-tion of competition. The short and simple fact of the matter is thatit is now up to .\merican business to cement trade relationshipsbeyond the possibility of renewed competition from abroad. Thiscan only be done by applying the principles of salesmanship frombeginning to end and the first element in this program is obviouslythat of getting and keeping the understanding of our Latin-.\mericancustomers. Thus the pref.ace to the important place which the soundmotion picture and possibly the sound slidefilm can play in makingthis possible.

Millions of feet of "educational" movies have been sent out byGermany to every corner of South and Central .\merica. Shownin private gatherings and loaned free to movies, schools and publicmeetings, these reels portray a scenic and industrial Reich. On the"entertainment" side, a Nazi-financed film company is producingcultural films entirely for the Latin-American market.

English "documentaries." French, Italian and Spanish propagandareels have been seen in every country and the influence of a flood ofbooks and papers as well as the usual torrent of short-wave radio pro-grams has served all these nations in preparing the ground for trade.There will be a noticeable decline in this direction for some time tocome, at least insofar as film production is concerned. The timewould seem to be opportune for a replacement with the superiorKio's famed "Smjar Loaf" i/uides American .fhips to prosperous Brazil.

I

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of film production which our reels enjoy over mostproducts. Not of second-hand Spanish adaptations of

"C" features but of thoroughly honest, splendidly-and wholly-American reels related in Spanish andIn this program, a major share of responsibility rests

the industrialist and exporter who will benefit from thisneeded education of his prospects.

What can American Business do to help its case in Latin-The answer is that it should aid its salesmen and itswith any acceptable educational medium at its dis-

Not only that, but it must show its customers theand efficiency of our machinery and goods and, finally,

should interpret North American customs and attitudes in ahonest fashion.

Elliot Roosevelt, in a recent radio address, commented onAmerican salesman's shortcomings in South America as a

of not only language barriers but a lack of appreciationLatin-American customs and temperament. But the SpanishPortugese sound track, narrated by a native of the countries

which the sponsor is interested, can easily bridge the firstThe universality of the pictures themselves requires no

The International Harvester Company and a few of themotor concerns have been almost the only Americanto realize the usefulness of Latin-American adaptations

their industrial films. In one of the few comments fromthe industry itself, Charles Light, foreign manager of the

Film Company recently delivered a radio addressthe short wave facilities of the Columbia Broadcasting

on the "importance of the motion picture as a mediumcementing closer relationship among the Americas." Alex-

syndicated ad reels are offered dealers in the South Ameri-market.American projectors of the 16mm. type are now to be foundalmost every large city. The manufacturer list is several

machines of this type. Theatrical (35mm.) equipmenteven more wide spread with many small towns now equippedsound. American business branches can well afford to bringequipment considering the reward now offered in the per-clinching of this market.

THE LATIN AMERICANits recent history in the competitiontions ior the highly prolitable expin South and Central America. ]the Department oi Commerce.

% Sales to Latin-AmericaTable showing United States leadershipAmerican markets for three recent yearr. S. Depl. tif Commerce figures.1929United States 38.7


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An English Banker namedMontague once gazed at an elas-tic check and said (among otherthings) . " "Tis always a mortifi-cation to me to observe thatthere is no perfection in humani-ty."

This remark is also. I conteml.a fair and realistic criticism ofindustrial motion pictures. But Irefuse to share the late Mr. Mon-tague's mortification about athing which has existed so longwithout appreciable change ashuman nature.A commercial motion pictureevidences in its finished statemore of the normal human fail-ings of its makers than any man-ufactured product I can think ofoffhand.A bolt made by the BattlingBoiler Builders Company is thetwin to the public of one turnedout by the Happy Society of BoltMakers. A motion picture, on theother hand, can be marred by theprocrastination of its sponsor, orthe delicate condition of thejuvenile leads wife. And as sureas there was a yesterday, thepublic will note the imperfectionand blame the producer.To the reputable commercial

film producer there is an encour-aging difference between pro-crastination and pregnancy.When the client becomes wise tothe fact that his delay in makinga simple decision had to be madeup in production to the detrimentof the picture, he will curb hisvery human inclination to "do ittomorrow." But when the actor'slady learns that her meal ticketblew up on the set because hespent the previous evening ar-guing over babies names insteadof learning his lines, she will flareup with. "What's a picture com-pared to our Gwendolyn?" "Youmean Percy, dear." the husbandwill say.

Procreation is likely to remainin the column of film-making in-tangibles. However there arescores of other human foibleswhich are being brought underproduction control. And witheach shift there is a marked im-provement in commercial pic-tures. Of course, no speed lawsare even being cracked in theprocess, yet definite progress hasbeen made.

Fundamentally, the quality ofindustrial pictures is in the handsof the client. He selects the pro-ducer and determines the treat-ment of his film subject. He canstarve off the office-in-his-hatproducer who makes bust shotsto save rental on skirts and trous-

a4e Auman:IBy Robert R. Snody

"ir///. // ani/tlihiy. is irrotigicifli commercial sound moiionpictures?" we asked Robert R.Snody. General Manager ofAudio Productions. Inc. Henas at the time on location di-recting ]\'esti)ighousc Electric

cC' .Mainijacturing Co.'s Techni-color picture. "The MiddletonI'uiiiilij at the New YorkWorld's Fair." Too busy thenjor a satisfactory interview.Bob answered our que.'ttion intlie folhnring letter.Editor.

IIIIIIIIIIIIIICIIIIl

ers. He can also encourage andstrengthen with his business theproducing companies both ableand determined to make com-mercial pictures second to none.Many clients have learnedabout motion pictures the costlyway. Yet more important to thebetterment of pictures than the.source of their wisdom is the factthey have it.To illustrate, let's flash backto the client who silvered the hairof producers and wrecked thehomes of writers. And he didthese things by innocently de-manding that the script for hispicture be written from main titleto final fade-out over a week-end.In the days of the silent commer-cials a few days may have beenample; today with dialogue andnarrative they are reasonable fornothing but a mess of words.

Hollywood assigns six to a dozenwriters to a script for a periodranging from several months to ayear. Knowing this, clients nolonger expect one lone industrialwriter to do the required researchand come up with a commercialBirth of a Natioii underwell,say a week. This naturally is astep in the direction of betterpictures.Producers still shudder at thememory of the Big Committeeformed in the client's factory topass on the script. Here humannature put on brass-knuckles.Each gent involved demandedthat his department be featured:and to insure that it was doneright, he gave the producer acoi)y of his last inventory withinstructions to shoot it all. Theproducer got. of course, thethankless job of squeezing- fifty

reels of material into the twocontracted for. The resultant pic-ture pleased neither client, pro-ducer nor audience. One decisiverepresentative of the clientor asmall, competent committeehas done wonders to remove thistroublesome spot in picture-mak-ing.Another star in a producer's

nightmare was the sponsor whoinsisted that each of his severalliundred products be .shot inclose-upthe standard recipe forscreen hash. And who can forgethis twin: satisfied only when hisname and product were men-tioned every time the narratortook a deep breath?\or does one have to bf Mr.

Sims of Seattle to recall the dayswhen it was little short of sacri-legious to mention on the screena manufacturer or his product inother than funeral solemnity.And lastly, there was the veryhuman fellow who became a mo-tion-picture expert by the simpleact of signing a contract for asingle reeler. The producer thatentered his plant and tolil himliow to make shovels would havebeen bounced out on his hippockets. Yet he saw nothing in-congruous in advising the pro-ducer in the highly technical cre-ation of a sound motion picture.That, of course, was different;everybody knows about movies.

Well. I can hear you say. thefuture of the industrial picturecan't be exactly rosy if it dependsupon picture-buyers becomingangels. Dead clients, you arguewith some evidence to supportyou, can't sign checks.

In pictures or prose I'm asucker for a happy ending. SoI have saved for my exit thecheering news that Utopianclients do exist. W'estinghouseElectric & iManufacturing Com-pany proved that to me duringthe making of its Middleton Fam-ily picture by Audio Productions,Inc. Sid Mahan, of Westing-house, and Dick Hunter andReed Drummond. of Fuller &Smith & Ross, gave the promptdecisions, the able advice andfriendly cooperation which makesworking in films a pleasure.

Well. well. I hear you say, wehave progres.sed to the milestoneof a perfect client! When do weget the perfect picture?

Allowing twenty-four days forshooting. I .should estimate aboutthree months after the milleniumwhen humanity attains perfec-tion.

St. Peter will pick up your passat the Gate of the Lot.

[141

I


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A,N EAKLY FALL ScluHiulo ofoutstanding new comnn-rcial re-leases indicates that the comnior-eial film is entering one of itsgreatest seasons. All studios re-port increased activity, with prac-tically every motor concern hav-ing at least one production shoot-ing and many other lines of in-du.stry and business ec|ually ac-tive on the camera lines.An invitational preview atten


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^i.-ii

In the pictures shown above,counter-clockwise jrom topricfht. an historical scene show-ing printing oj coins in Greeceoj 400 B.C.: a Wisconsin busi-ness man discusses loans withhis banker; a stranger overlyanxious to cash a check, a boyat a savings teller's windoiv, acountry banker congratulatinja 4-H member on his prizecorn; and a general view oj alarge city bank's transit de-partment. Right, employees,officers and directors see thejilm. at a Dane County meeting.

4< * #ILLUSTRATIONS AND STORY RE-PRINTED BY SPECIAL ARRANGE-MENT WITH BANKING MAGAZINE.

Your Money and Minell'isvonsin Mtankvrs Sponsor tM Film

99

DriiiNi; THE FIRST four monthsof 1939 the Wisconsin BankersAssociation showed its motionpicture. Your Money and Mine,to more than 35,000 men, womenantl children, and the numberis increasing daily.This experiment in visual edu-

cation is an important additionto the public relations programbegun late in 1936 on the sugges-tion of the association's commit-tee on education and public re-lations. At that time Wall G.Coapman, the Association's Sec-retary, recommended that A. R.Gruenwald be engaged as directorof public relations. Shortly afterthis, special arrangements werecompleted with the Federal Re-serve Bank of Minneapolis toshow their motion picture. Backof Banks and Business, through-out Wisconsin as a part of theassociation's program.The cooperation of associationmembers in sponsoring localshowings, the thousands of peoplereached in a comparatively shorttime and the favorable reactionof the public to that film led Mr.Coapman and Mr. Gruenwald toencourage the consideration of apicture on banking in Wisconsinfor the use of association mem-bers. The project was approvedearly in 1938.Then followed endless researchand study. No state bankers

association had previously pre-pared an educational film of thattype. Unlike the motion pictureof the Federal Reserve Bank ofMinneapolis, reflecting in themain the operations and servicesof one institution, the proposedpicture of the Wisconsin BankersAssociation would, of necessity,portray the functions and servicesof almo.st 600 Wisconsin bankinginstitutions of varying sizes andtypes.The only safe course seemed

to be a writing of the scenario bythe association's public relationsdepartment in cooperation withthe producer. On this pont Mr.Gruenwald says: "Questionnaires,correspondence and checking withthe banker, the customer andthe public were necessary. Thescenario was written and re-written, checked and re-checkedfor accuracy and to prevent, ifpossible, expensive revisionsshortly after completion. Diver-gent viewpoints had to be recon-ciled and compromises effected.The legal and technical languageof the banker had to be clarified.Since the picture was intendedfor the public and not for bank-ers, it had to be prepared fromthe viewpoint of the public andinclude the information peoplewanted and in which they wereinterested. In this, guessworkwas omitted and the scenario

built on public rec)uests for in-formation accumulated by theassociation's speaker's bureau andpublic relations department."The picture opens with an off-stage voice asking the very ques-tions on banking most common-ly asked by Wisconsin people.Then follows a brief history ofmoney and banking to give theinformation people have soughtand to portray the evolution ofour monetary and banking syst-em, of particular interest to edu-cational institutions. The filmcontinues with a series of inter-esting visits to Wisconsin banks,large and small, in industrial andagricultural areas where one istaken behind the scenes.During the first four months

of its screenings, the majority ofWisconsin county banker associa-tions, embracing 71 counties,called special meetings at whichthe film was shown to 2,500 em-ployees, officers and directors ofmember banks prior to publicshowings in theaters and schoolsand before other organizations.

In the period referred to, theWisconsin film has been shownin the theaters of the state, in-variably as a part of the regulartheater program, to 21,000 people.School showings have reached10,000 students and showings be-fore miscellaneous organizationstotal 2,500.

[16]


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Outstanding Business FilmsProduced during 19B8'19S9

"Xol jor the ijlamour of the leading lady orthe grandeur oj scenery are these pictureschosen. The Revieidng Committee askedonly one question in selecting a jitm "howmuch did it sell and how many people saw it?"

During the past year, the editorsof Business Screeyi have seen overfifteen hundred commercial film sub-jects: have reviewed several hundredin the pages of this publication.Whether this is the largest numberseen by any one group in the countrycannot be definitely determined. Cer-tainly a great man.y films were pre-viewed that were not available toother sources, a good many othersseen at the request of sponsors whorecognized the magazine's sole leader-ship in this field of discussion.Thus qualified by an intimate

knowledge of both the producer's andthe sponsor's problem and the screen-ing of a majority of subjects in theentire field, the editors have feltqualified to begin what is hoped tobe an annual event . . . the selectionof the year's most typical films.

Let the Winter Storms BlowBecause there had to be a beginning

somewhere, this year's selection offilms is broad and fairly inclusive ofa number of different fields. Thismade it necessary to drop out a greatmany worthwhile subjects in the samefield. The scope of years has alsobeen broadened so that a few 1937-produced subjects are included be-cause, in the opinion of the editors.they achieved maximum circulationin the later period. For a finalthought in this regard we might pointout that the prize of the year couldgo to Keeping Nature on Its Course,produced several years ago for HiramWalker (by Wilding) but still beingseen by thousands of groups throughthe facilities of the Modern TalkingPicture Service because the sponsorhas had the good sense to realizethat a commercial film has value onlywhen it is put before an audience.Not because they are

the most outstandingfrom the viewpoint oftechnical beauty or lav-ish expenditure . . . norfor the glamour of theleading lady or thegrandeur of scenery arethese pictures chosen.The reviewing commit-tee asked only onequestion in selecting afilm: "how much did

it sell and how many people saw it?"For this is the commercial film's

reason for being and the mere ex-penditure of a lavish productionalbudget did not necessarily assureagressive promotion or wide circula-tion. Without those elements a judg-ment of these subjects is as uselessas a broadcast without listeners.Commercial V.S. DocumentaryOne of the past year's greatest pic-

tures both from the standpoint ofmessage and production was PareLorenz' documentary for the govern-ment. The River. Even better thanhis Plough That Broke the Plainsof the previous year. The River mustlie included in almost any discussionof outstanding non-theatrical sub-jects. If we consider its message acommercial one, then it is fitting thatThe River be added to this list.There are a large number of simi-

liar examples. Excellent educationalfilms produced in the vein of RCA'sTelevision and Air Waves and the in-teresting English documentaries. Butwe had to draw the line someuhereso we drew it sharply to include onlythose subjects with a direct productimplication. Only one exception maybe noted to this rule and that is theMead-Johnson sponsored Birth of aBaby which was so discreetly pub-licized that the sponsor's name wasrevealed only accidentally.

Those Who Produced ThemNot enough credit is given here to

the studios and to the individualswithin their walls who contributedto the production of these subjects.To cameramen and screen writersand film editors and directors goesthe "real glory" of turning out theaudience-winners. The "real glory"must come in self-satisfaction, how-ever, for to the sponsor goes the

_ credit in the eyes of theworld. For after all,he's the fellow who paysthe bills.Sound slidefilms were

ncces.sarily carried overinto the next issue. Thelarge amount of spacerequired to adecjuatelytreat this medium re-quired the separation.Over a thousand slide-films were reviewed.

1938 '1939BUSINESSSCREEN

FOREMOST NATIONAL SPONSORSOF BUSINESS FILM PROGRAMSô rlicie national oraanizatlonS (loeiliûihicM ^creen'i J^nectal ff/eniion forf f/eriioriouJ Service in tne^ravancenienlof the iôninierciat îtnt IfleaUim:

AMERICAN CAN CO.AMERICAN TELEPHONE& TELEGRAPH CO.AETNA LIFE INS. CO.BRISTOL-MYERS CO.B. F. GOODRICH CO.CHRYSLER SALES CORP.CATERPILL.\R TRACTORCOMPANYCOTY, INC.DEERE AND COMP.\NYETHYL GASOLINE CORP.FIRESTONE TIRE &RUBBER CO.GOODYEAR TIRE StRUBBER CO.

GENERAL MOTORSSALES CORP.

GENERAL MILLSGENERAL ELECTRIC CO.HOISEHOLD FINANCECORP.HIRAM WALKER

INTERNATIONALHARVESTER

JOHNS-MANVrLLECORP.

LEVER BROTHERS

METROPOLITAN LIFEINSUTIANCE CO.MILES LABORATORIES

NATIONAL BISCUIT CO.NATL. ASSN. OFMANUFACTURERSNATIONAL CARBON CO.SOCONY-V.\CUUM OILCOMP.\NY

STAND-'^RD OIL CO.{ IND.)

SHELL PETROLEUMCORP.

STANDARD OIL CO.(N. J.)

STANDARD OIL CO.(oHlo)

STUDEBAKER CORP.THE COCA-COLA CO.THE PURE OrL CO.THE TEXAS CO.UNITED STATES STEEL

CORP.WrLLARD STORAGEBATTERY CO.

WESTINGHOUSE ELEC.Si MANUF.^CTUHINGCOMPANY


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THE OUTSTANDING COMMERCIAL FIIMTO USEFUINESS IN VARYING FIELDS

"AHEAD OF THE PARADE"A sound motion picture introducing the new Stude-baker Champion motor car to prospective buyers.Produced for the Studebakcr Corp. by Wilding

Pictinv Productions. National distril)ulion beforecustomer audiences, club groups, etc., by comimnyprojectionists on tour.

"ALL IN A DAY"The story oj a public utility conijmtiy. its servicesand customer relations.

Produced for the Consvimcrs Power Company(Michigan) by General Business Films. Statewidedistribution in theatres and before group audiencesthrough the sponsor.

"A PERSONAL INVESTMENT""Clothes Make the Man" in this dramatic narrativeof a young man's ambition and romance.Produced for Hart, Schaffner & Marx by Caravel

Films. National distribution via the sponsor's re-presentatives.

"BASEBALL"The centennial story oj the National League of Pro-fessional Baseball Clubs and an introduction to its

Produced for the National League and GeneralMills, Inc., by Burton Holmes Films. Distriliutionbefore requesting groups through the producer.

"BOY MEETS DOG"A Technicolor cartoon with a liumoruus narrativepoints the moral of dental care for children.Produced for Bristol-Myers (Ipana) by Caravel

Films, New Y'ork city. Theatrical distributionthrough the Caravel organization.

"CHAMPIONS OF THE GRIDIRON"The film of the National Professional Football

League together with its stars and recent games.Produced for the National Professional Football

League member clubs and General Mills, sponsor,by Industrial Pictures, Inc. National showings byteam representatives and General Mills staff.

"CHICAGO'S PARKS"A .wries of films for Cliicago's Parks shown to in-crease public use of recreational facilities.

Produced for the Chicago Park Board by theChicago Film Laboratory. Distribution through localtheatres and before local organizations. This seriesearned the Chicago Parks national recognition.

"DAYLIGHTING THE PADRES TRAIL"Along the "Padres Trail" route of the RonthernPacific Railroad in. California.

Produced for the Southern Pacific Railroad liyCastle Films. National showings through the dis-triliutioM facilities of Ca.stle Films.

"EVEREADY PRESTONE REVUE"A complete dealer program with varied film presetila-tions arranged for nationwide dealer meetings.

Produced for the National Carbon Company byWest Coast Sound Studios. (New York). Shownbefore dealer audiences from coast-to-coast.

"FIRST CENTURY OF BASEBALL"A sound niotioti jiicture on tlie history of the .i men-can League. One of an annual series.Produced f(U- the Fisher Body division of General

Motors by Wilding Picture Productions. Distributedfor group showing nationally through the headquart-ers offices of the American League in Chicago.

"FRONTIERS OF THE FUTURE"The progress of research and invention promise neweras of opportunity.

Produced for the National Association of Manu-facturers by Audio Productions. Released national-ly through theatres by Modern Talking Picture Serv-ice with peak distribution attained during 1938.

"HEAT AND ITS CONTROL"A sound motion picture on the scientific-industrialbackground to problems of heat and insulation mate-rials for showing to technical engineers and buyers.Produced for the .Johns-Man ville Corp. by Caravel

Films. National distribution before technical groupswho arrange projection.

"INSIDE THE FLAME"The technical story of carbon lilack. its productionand development of the product.

Produced for Godfrey L. Cabot, Inc.. by CaravelFilms. Distribution liy invited showings beforetechnical groups.

"JERRY PULLS THE STRINGS"An entertaining novelty featuring marionettes in adramatic narrative on the coffee industry.Produced for the American Can Company by Cara-

vel Films. Distributed nationally by the sponsoran


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OF 1988' 19B9 ACCORDINGTO BUSINESS AND INDUSTRY:

oonimercial film sul)jectsof the programs inclu


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Lexsoius III tlirift are pleasantly absurbed by Stu Yurk I'lin-yutrs uhu luu the ediicatiunal exiiibits and iisit tlie IluustdwldFinance theatre in the Consumers building where entertaining motion pictures make this one of the Fair's popular attractions.

The World's Fair SurveyOF MOTION PICTURES AND SLIDEFILMS AT THE FAIRS The motion picti-res and other visualmedia at the New York and San FranciscoFairs have had one important task to per-form. Their job has been simply that ofattracting the largest possible percentage ofvisitors attending the Fairs and then holdingtheir attentive interest for the longest pos-sible time.The exhibitor's investment in space, dis-

play materials and maintenance expense canpay dividends in only two ways: more salesor an improvement in the publics attitudetoward his product or service, which amountsto the same thing. Just how much he gotfor his money can be gauged primarily by thenumber of folks who saw his show and thelength of time he was able to keep each oneinterested in his story.

This survey has been largely focused onfacts and figures gathered by Business Screenrepresentatives in a five weeks' study at theNew York World's Fair. San Francisco'spart in it is a minor one simply becausethere were relatively fewer persons in attend-ance there although a high percentage ofthese attended the numerous screenings ofcommercial subjects. For example there wasonly one business film auditorium of an\' sizein the West, whereas New York boasts ofeight large theatres entirely devoted to thistype of presentation without including thelavish theatres of various foreign govern-ments. These might, after all, be includedsince their purpose is entirely one of com-mercial salesmanship whether of political ide-ology or products. What San Francisco lacked

in commercial theatre facilities it did makeup in continuous screening of sponsored filmsin a 170-seat theatre provided for the co-operative use of a large number of exhibitors.New York's role provides, on the otherhand, an excellent study of showmanshipmethods, of production techniques and ofequipment. One hundred and thirty-odd pro-jectors were in operation on almost-continu-ous ten to twelve-hours-per-day schedule.iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

I Vital StatisticsI of the World's Fair SurveyM Average attendance figures for eight typicalg commercial film theatres. Showings rangep from ten to Jorty-five minutes each; the aver-g age being about twenty minutes in length.M Attendance figures vary according to totalg Fair attendance per day and per period.s * Exhibitors Showings


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Wi

lar variety show was offered in the 650-seatGeneral Motors theatre but fihns retained adefinite 15-minute period on eaeh programevery day.The largest attendanee total per tlay was

undoubtedly registered by the Chrysler the-atre which featured a three-dimensional sub-ject III Tunc With Tomorrow. A daily totalof l'2,()(t() persons attended the thirty-fivelO-niinute performances and the weekend to-tals were undoubtedly much larger liecause atleast -iO performances were possible and thetheatre was usually filled to its 3.'59-seat ca-pacity with a waiting line for every per-formance.The Survey cannot compare the drawing

power of the motion picture attractions tothe tremendous crowd-pulling exhibits offer-ed in General Motors Futurama, the Ameri-can Telephone and Telegraph. Glassmaking,Ford, Westinghouse, DuPont, Firestone an


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tlicatro, and. secondly, in a fairly thorough listing of practioall.v fvervother form of projection, including cabinet and rear-screen continu-ous, silent and sound showings. The story of the theatres and of pro-jection equipment will ofYer some valuable experience for futurereference. The rest of the theatre story is also significant since itinvolves some di.scussion of promotional failures and successes.

Business Screen's Surve.v calls attention to the excellence ofdesign which distinguishes the business film auditcu'iunis. From theelaborate hixur.v of the cinema in the French Pavilion to the equallyimpressive modern simplicity of the Mcf^adden. National Biscuit.Johns-Manville. and Household Finance theatres, no effort has beenspared in making these halls ph.vsically attractive and acousticallyperfect. Johns-Manville shines in this latter case with walls andceiling acoustically perfected with Perforated Flexboard with a soundabsorbtion base of Blanket Rock Wool.

But in these perfect settings are often presented extremely slip-shod screenings and this is directly traceable in most instances toinexperienced and inattentive operators. In one or two further in-

(Left) The jirojection booth oj the (ioO-seat General Motors iheatra

MODERN BUSINESS FILM THEATRES AT THE NEW YORK WORLD'S FAIR


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HWffif%",

stances ordinary lamp projection was too ap-parently insufficient for proper illuminationand are equipment badly needed. However,audience distraction caused by poor operat-ing technique (improper focus and unregu-lated sound volume) was the most apparentfailing. The excellence of most of the com-mercial theatre presentations served to throwthe others into sharp relief.The successes registered by films far out-

weigh these small shortcomings, however, andmost noteworthy of these were the Chryslernovelty already mentioned, the MacFaddenand National Biscuit showings. HouseholdFinance, Coty, Coca-Cola. Lucky Strike,Bromo-Seltzer and even such small setups asLee Hafs tiny theatre. Reason: good filmswere put over with good exhibit showman-ship. Because the Chrysler show demandeda Polaroid viewer, an excellent souvenir wasthus provided, handily die-cut as the frontview of a Chrysler car. Lee Hat providedfree mailing of penny post cards featuringthe theatre. MacFadden provided a colorfulsouvenir program with pictures of the castand scenes from the film as well as a synopsis.Then, too, the exterior of the MacFaddensetup, pictured elsewhere in these pages,provided an irresistible lure to the picturewithin. Household Finance gave the visitorbooklets and Bromo-Seltzer had a novel"flip" book.The best promotional job was done by the

exhibit designer in most cases. As picturedon the opening page of this Survey. House-hold Finance built its exhibit around themovie theatre front as did National Biscuit.Lee Hat and. at San Francisco. Hills BrothersCoffee.

Three producers in action: Walt Disneysees sketches of "Mickey's SurpriseParty" {NBC); {center) Joseph Loseyin action filming "Pete-Roleum and HisCousins"; {right) Jack Norling (backto camera) i?) production of the three-dimensional novelty, "In Tune WithTomorrow" for Chrysler.

Eeuiewinf lite ^iCf^,mjTUF, ij.sT OF coNCKHNs producing filmsespecially for World's Fair showing is longerthan those who adapted previously madepictures. Such attractions as In Tune WithTomorrow, Around the Clock With theCues, Happily Ever After, I'll Tell theWorld. Refreshment the World Over, TheStory of Lucky Strike and Behind the Cup(at San Francisco) represent a special endea-vor to present a short entertaining programwith emphasis on direct salesmanship.The First Films of the Fair:{Sjiecial Mention to "Refreshment the WorldOver" {Coca-Cola); "Mickey's SurpriseParty" {National Biscuit); "Pete-Roleumand His Cousins" (Petroleum Industries) andthe Gillette short subjects.)"AROUND the CLOCK with the CUES"A Technicolor short subject especially pro-duced for exhibit showings at the New YorkWorld's Fair.Produced for the National Biscuit Com-(Left) Audience members enter theNational Biscuit Company's theatre.(Below) Children enjoy Chrysler's film.

pany by Wilding Picture Productions,showing at the Fair.

Now

"HAPPILY EVER AFTER"^4 dramatic story on family finance problemspresented in an impartial, non-advertisingmanner.

Produced for the Household Finance Cor-poration by the Jam Handy (Organization.Now showing in the Household theatre at theNew York World's Fair.ILL TELL THE WORLD "

A dramatic narrative tells the story of adver-tising's influence on a typical Americanfamily.

Produced for MacFadden Publications bySplay Commercial Pictures, in collaborationwith Herbert Crooker, Showings in the Mac-Fadden theatre at the New York World'sFair and shown nationally before advertisingand business executives at invitational "pre-views,

IN TUNE WITH TOMORROW"An outstanding three-dimensional film novel-ty showing the assend^ling of a Plymouth car.Produced for the Plymouth Division of the

Chrysler Corp. by Loucks and Norling. Nowshowing in the Chrysler theatre at the NewYork World's Fair.THE STORY OF LUCKY STRIKE "

An entertaining short subject on the produc-tion oj the Lucky Strike cigarette from fieldto file consumer.

Produced for the American Tobacco Com-pany by the Jam Handy Organization. Nowshowing in the Lucky trike building at theNew York World's Fair.At the San Francisco Fair

"BEHIND THE CUPA Cinecolor production on the growing andprocessing of coffee, produced for shouingat the San Francisco Fair.

Produced for Hills Brothers Coffee by Ken.\lleu. Now showing at the Golden GateInternationnl I'^xposition.


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EXHIBITS FEATURING FILMS AT THE NEW YORK FAIRiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiin

EXKBrroHS pictures *pboiectors screens


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MORE LIFEIN IIVING!A Burlon Holmes Motion

PicUiro produced forllie National Dairy

Council

Millions of people lack the vitalitythey need tor successful living be>cause they tail to realize the im-portance oi balanced diet.A Burton Holmes Film produced forthe National Dairy Council, "MoreLife in Living" is educating thesepeople to the importance of theprotective foods, especially milkand milk products.Whatever your problem may be, aletter or postcard will open the waylor a frank discussion of its solu-tion through the film medium.

Address Business Films Department:

MTALITVThe vital elements ofmodern industry . . .

SellingTraining

Public Relations, . . are puttingMORE LIFE

INBliSIINESS

with Burton HolmesMotion Pictures and

Slidefilms

BiirlDii HdIiiii!s Films, Inc.'310 Morlh Ashland AvenuePRODtCEUS DISTRIBUTORS

I Chicago. JllinoisLABORATORY SERVICE

On a loOO square jooi Raven Screi'ti.thr CAPITOL THEA TREin New YorkCity, recently projected ''The fi'lzard ofOz"^ the fantasy in technicolor. TheCapitol Theatre was built in 1919; seats'>W0 people at one time; New Yorkersfirst see M-G-M releases at the CapitolTheatre. Such titans as "The Great/Aegfeld" and "San Francisco" v^-rehere fir.tt presented to the world's mostcritical audience. Capitol Theatre goersdemandfaithful picture reproduction. Ofcourse the Capitol uses a Raren Screen.

RAVEN SCREEN CORPORATION

Those who make the moiies n businessspecify Raven Screens for accuracy ofreproduction and eye-ease. These sam.equalities are inrorporated tnlo Raven samateur line. Slightly modified forlhomeuse, the sa mefabrics used by professionalhouses are available in the amateur. Ask)/ou r dealer to sho ' you R a v eHAFTOKE or BEADED. Both thesefabrics come in a large variety of sizesand mounts, for RuJ^eri makes the mastcomplete line of amateur screens. Andrememberwhen you buy a Ravenyou buy the screen the professionals use.

"Behind the Cup" in CinecolorProves Hit Show in the West Unusual in many respectsin the field of commercial andindustrial motion pictures is therecent production Behind TheCup made by Ken Allen of SanFrancisco for Hills Bros. Coffee,Inc., 62-,vear-old coffee roastingconcern, one of the largest in itsline in the country.Produced in Cinecolor, this pic-

ture brings to the .screen for thefirst time in natural color thecomplete story of cotl'ee from treeto cup. Far from lieiiig the mostpretentious undertaking in busi-ness pictures, this film is classedas unusual because of the uniquecircumstances invoh'ed in itsproduction.Ten years ago Producer .Allen

made a similar picture in blackand white for this same concern,since then others on the samesubjectcoffeeone for the Co-lombian Federation of CoffeeGrowers. And during the inter-vening period he has cared for allthe photographic requirementsstill and moviesof Hills Bros.Coffee, Inc. So his associationwith and knowledge of the coffeebusiness has been far more thanjust that of an interested specta-tor.

Next, the story of coffee aspresented in Beh'md The Cup isnot that of an independent writer,but the script and narration, intheir entiret.y, represent the col-laboration of all technical ile-partments in the client's business,through their Advertising De-partment, to develop with theproducer a story that would prop-erly integrate "picture finesse"with the educational and salesmessage that they wished tobring to the imblie.And finally Ilie iiictiirr is

unique because its castwith theexception of individuals involvedin the .scenes of coffee growingand a grocery storeare em-ployees of Hills Bros. Coffee, Inc.,all engaged in their evcryda.v ac-tivities, not excepting the narra-tion done by T. C. Wilson, Ad-vertising Manager, which per-sonalized the picture for the com-pany in a way that woukl nototherwise have been accom-plished.

Business firms do not makepictures just for the thrill of see-ing a camera turned in theirplant. They must have an objec-tive. In this case it was the Gol-den Gate International Exposi-tion on Treasure Island in SanFrancisco Bay. Nearly two .vearsago Hills Bros. Coffee, Inc., facedwith a desire to participate in thisWorld's Fair, concludedin viewof their eight years of experiencein the distribution of a coffee pic-ture in black and white (16 mm.and 35 mm. silent averagemonthl.v audience about 10,000)that the way to exploit theirproduct at such an affair in kee])-ing with the company's ideals andpolicies, was through motion ]iic-lures.The stor,v of coffee production

had not changed since the ori-ginal picture, but sound couldno longer be ignored, and colorhad liecome a reality.What color processes werewithin the realms of possibilityfrom the standpoints of provenresults and unprohibitive cost?Duplicating of If! mm. was stillan uncertain quantity, and thefield of possibilities narroweddown to Cinecolor, just on theverge of moving into their mar-\eloiis new processing ]iliiiil in

"The Peacevial.-eis" iinnal in the Court of Pacifica on Treasure hldiiil

314-16 EAST 35th ST. N.Y.C.

[26]


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s^Typical coffee jilantahun scene

in "Behind the Cii/)"(Cepy-right 1939 by Hills Bros., Jnc.1

Burhank. California the sideentrance tci Hollywood.

Strangely enough the second ofthe two main parts of the picturein the Hills Bros, coffee plantwas made first, then the cof-fee growing section, and finallythe beginning and en


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Specify^FSLIDEFILMPROJECTORSQUALITY EQUIPMENT WITHTIME -PROVED ADVANTAGESYou want clear pictures. You want your captions sharp,

and easy to read. You want accurate colors. SVE SlidefilmProjectors give you all of these. They also have importantaiety features. A patented heat-absorbing iiher reducesheat at the aperture to the minimum. A special releasingmechanism moves the rear aperture glass back automati-cally when the film is turned from one frame to the next.SVE Projectors are made in many styles, including Ihepopular Tri-Purpose unit which shows 2" x 2" glass slidesas well as single and double frame film strips. For perfectshowings and full protection of your film, specify SVE Pro-jectors in your sound units. SVE Projectors are sold by allleading producer-dealers.

>;/ for "Un$r To Shou- it"Send today lor dascriptive literature on SVE Slidefilm

Projectors and the many ways in which they are beingused in industry.

SOCITy fOR VISUAL DUCflTIOn. IRC.

Projection Service at FairGives Valuable Experience

lOO CAST OHIO.STKCCT CHICAGO ILLinOIS

Thk i.ndl'strial sales rupre-scntativc is hired for the promo-tion and sale of his respectivecompany's commodity.There is no logical rhyme or

reason why he should be bur-dened with the additional fretsand worries of keeping a motionpicture presentation operating upto theatre standards. There isno better criterion to emphasizethis point than the months ofactual experience in the World'sFair field.Although national and local

field studies have given us wideexperience, the concentration ofall types of projectors, both ;?5mm. and 16 mm. used in allkinds of w-ays have given us theunfor.seen opportunity for com-parison and practical study asagainst theory and equipmentmanufacturers' glowing claimsfor their respective equipment.

It has been proven unequivo-cally that only experienced mencan continue to keep a show go-ing day in and day out. TheWorld's Fair has literally been aproving ground. Here, largenumbers of various makes andmodels of 16 mm. continuous orautomatic projectors were in con-stant operation. These includeboth sound and silent equipment.

Twelve hours continuous op-eration per day, seven days perweek for a six-month period isthe demand on mechanical equip-ment at the New York World'sFairto continuous projectorswhich in the past have operateda few hours per day for. at themost, a few consecutive weeksin department stores, windows.etc.; this gruelling test demandsconstant watch to detect wearingparts and to replace them before,like the proverbial apple, one badone spoils the lot.Emergency calls from the non-

users of regular service haveborne this out where a stitch intime would have saved nine.Humid conditions, air condi-tioned buildings, ventilation or

its lack, current surges and drops,green film or film not properlyprocessed for continuous projec-

. tion. proper patches and check-ing bad spots in film before theycause real damage, removingprint and substituting a fresh])rint for the purpose of restingand rejuvenating, proper treat-ment for preserving and humidi-fying, cleaning, oiling, removinga n v emulsion accumulation.

byGeorgeH.{King)

Cole

changing and properly focusingof replacement lampsetc., etc.these are only a few of theservices performed on a regularmaintenance contract.Under labor conditions prevail-

ing today, the selecting, trainingand supervision of the right per-sonnel is no small part of service.The taxes, unemployment in-

surance, social security andworkmen's compensation insur-ance, are carried by the serviceorganization as well as completeoffice staff on the Fair Groundsfor the purpose of receivingemergency information and toassist in the rendering of an ef-ficient and reliable service.The smart Industrialist is al-

ready motion picture minded, sofar as it concerns the promotionand/or sale of his respective pro-duct. His first step is to have apicture produced which will en-hance his product in the eyes ofhis prospective purchasers. Afterspending many thousands of dol-lars on a picture suitable to rep-resent his company, and his pro-duct, an Industrialist would befoolish to become careless aboutits presentation to his consumeraudience. However, there are anumber of these Industrialistswho would not think of theirsales staff as expert advertisingmen. nor would they put thesemen in a radio program. Yet theywill gamble with a fine motionpicture production by putting itin the hands of inexperiencedpersonnel. The dire consequenc-es and sad results of such shortsightcdness has been brought tothe forefront with a vengeancehere at the World's Fair.Never before has such an op-

portunity presented itself for acomplete survey of ways, means,and methods, for the presentationof an industrial program,A well presented picture show-ing is an assurance that it willbring the returns contemplatedby its sponsor.

(To be continuedin the next number)

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TECHNICALiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiHiiniiiMiiiiiiiiiittimiiiiiiiiii iiiiiiiiii niHiiiUiiii!iiiiiiiiiniiiniiiniiiiii

MODEL ST sectional cabinelsreels are obtainable in units of

8, 10 or 12 compartments for 400,or 1600 loot reels.

^*^.

MODEL MF FILMSTRIP cab-hold 34100 ft. rolls of 35mm. width

on reels.

A SUPPLEMENT TO THE1939 EQUIPMENT REVIEW

PRECISION MEASURING ma-Model DS-l-D is a typical Neu-

item for film production depart-Essential for accurate sound

MODEL MF-6 FILMSTRIP CAB-is a 6-drawer unit which will hold300 of the 1 Vz" paper labeled cans.

New and in the news of thetechnical fihii field is the wideninguse of color of the new low-costsound slidefilm units. The ten-dency towards building up a smalllibrary of film subjects has alsoresulted in a need for storage fa-cilities. This issue of Business.Screen continues to supply infor-mation on items of this kind.Neumade items shown on thispage will be fully described onyour written request to the man-ufacturer: Neumade ProductsCorp.. 4^27 West nd Street, NewYork City. L. E. Jones is man-ager of the 16mm. Equipment Di-vision. Further descriptions fol-low:

Film Storage Cabinets:Attractive individual compart-

ments for one or two reels of 400,1-200 or 1600 ft. length with orwithout cans. Built of steel,iloublc wall construction through-out with l/o" air space betweeneach section. Separate doors,handles and index card holders.Doors have special reel carriageand close automatically.Slide Film Storage:

Protect, preserve and file yourslide films properly in a practical,efficient all steel cabinet speciallydesigned for this purpose.MF-GAll steel cabinet withsix drawers for IV2" film stripcans or loose rolls. Films maybe filed by subject as each drawercontains six adjustable dividersalso used to provide facilities forlarger cans or rolls. Concealedhumidor in base humidifies en-tire cabinet. Overall size 15"wide, 12" deep, 13" high.MF-34Holds 34100 ft. rollsof 35mm width filmstrip on reels.Index card holder for each reel.Drop door has snap catch andprovides convenient shelf whenlowered. Equipped with humidi-fying tray. Cabinet size 29" long,14" wide, 10" deep.

Note of Correction:Motion Picture Screen & Accesso-ries; Screens. Page XVII; Issue 8.Under the headline Bntelite Tru-rision Tripod, the copy for theTripod Screen was correct butphotograph showed Easel Screen.DEVRY 35mm (& 16) SOUND RECORDERSare precision built under full laboratorylest and offer sharp recording slit per-mitting full range recording from 30 to10,000 cycles.

SPENCER LENS CO. MODEL D lontei.Tslide projector is available for auditoriumshowinngs of glass slides only. SpencerLens Company, Buffalo, N.Y.

BAUSCH & LOMB MODEL LRM proiectoris designed for both slides and opaqueprojector and may be equipped with the35mm film projection attachment shown.

KEYSTONE SLIDE PROJECTOR is an eco-nomical model for the projection of stan-dard slide mounts of Kodachromes, etc.Keystone Projectcr Co., Boston, Mass.

BAUSCH S LOMB MODEL BDT balopiU-con with the film attachment mounted inposition which slides into the bellowssupport. Inquiries to Rochester, N.Y.

SIIMLPY TEAR OUT AND IMAIL TO BUSINESS SCREEN: 20 NO. WACKER DRIVE. CHICAGO, ILL.

FREE PUBLICATIONS For your copy oj any of the booklets or reports listed belowsimply drop a card to Bitsiriejj Screen's "Screen Service Bu-reau" at 20 North Wacker Drive in Chicago. There is no obli-gation whatsoever except where a price is ncted after the item.

AMPRO CORPORATION of2839 No. Western Avenue of-fer a series of interestingequipment brochures andtechnical information on pro-jectors.

I

FILMO TOPICSthe finely il-lustrated and printed housepublication of Bell & HowellSections on industrial and ed-ucational film news.

"FREE FILMS", the 64-pp.listing book issued by the De-Vry Corporation and priced at50c.

"REEL NEWS", published byWilding Picture Productions,Detroit, is a news tabloid onnew Wilding productions.NEUMADE PRODUCTSCORP. of 427 W. 42nd Street,New York, publish a 36-pp.catalog of their complete16mm. equipment line.

"WE SECOND THE MOTION"is the helpful publication is-sued by Burton Holmes Films.7509 N. Ashland Ave., Chicago,m. (Tips on film production,etc.)

NORMAN-WILLETTS COM-PANY issue a handsomely il-lustrated catalog of generalphotographic equipment andsupplies.

"MOVIE NEWS", an interest-ing news tabloid of commer-cial and educational installa-tions, etc., issued by the De-Vry Corporation, 1111 Armi-tage Ave.. Chicago. Illinois,projector manufacturers.

NU-ART NEWS, the librarycatalog issued by Nu-ArtFilms of 145 W. 45th Street.New York, and contains fullinformation on new libraryreleases of films.

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HE NEW VICTOR Series 40 Animatophone is socompact, so easily portable, and so brilliant in per-formance, that it is destined to become the standard \ Iof comparison. Its Add +A+ Unit Features with their \|multiplicity of uses make it adaptable for small roomor large auditorium, public address service, phono-record reproduction, radio amplification, and soundrecording. Write for complete catalog information.

VVICTORANIMATOGRAPH CORPORATIONDAVENPORT. IOWA, U.S.A.

DISTRIBUTORS THROUGHOUT THE WORLD

Bto^uu^ QaJUti^ ^eAAXfHA.FEATURING FLOOR & TABLEMODELS ESPECIALLY PLANNEDTO MEET YOUR FILM NEEDS

(Prices and Specifications on Request)

ALL-METAL, STURDY BUT LIGHT-IN-WEIGHT SHIPPING CONTAINERSIN ALL STANDARD FILM SIZESAsk About Our Compco Pic-ii-Reel Film Cases!

PhoneArmitage

istoiilplBflii'l rWlif2251-2261

W. St. Paul Ave.Chicago

COMMERCIAL METAL PRODUCTS CO.Designers and Builders of Business and Educational Department Equipment and

Accessories for Editing, Storage and Projection

THE MITCHELL CAMERAThe Mitchell Standard ModelCamera illustrated has been in

use in the Hollywood studios forthe past twenty years. This cam-era has become a leading profes-sional motion picture unit be-cause of the many convenientspecial features incorporated. Thecamera is constructed in twosections, the base frame and thecamera box. The camera box ismounted on the base frame bymeans of gibbs and provision isincorporated for shifting the cam-era box upon the base frame forfocusing. The operation of shift-ing the camera for focusing is\ery simple involving the pres-sure of the finger on a releasepin and the turning of the shifthandle. This moves the camerafrom the focusing position tojjhotographing position or viceversa. In the base frame itselfare incorporated the foin--waymattes, filter disc, etc.

'berndt-maurer equipmentRecorder for direct 16 mm.

double system sound-on-filmwork. Produces a symmetricalvariable area track. No varia-tions in speed of film flow pastrecording point. Effective widthof recording light beam less thantwo ten-thousandths of an inch,guaranteeing the recording ofhigh frequencies up to limits offilm resolving power. Combinedoscillograph and optical systemrecording clement responds faith-fully to all frequencies fromto 10,000 cycles per second, andwithstands signal overload up to1000% without damage orchange in response characteristics.

B-M Recording AmpliiierA compact, portable unit com-

prising three built-in items: apreamplifier, a two-position mix-er, and a main amjilifier. Twoinput channels:one connectedthrough the preamplifier into oneof the two mixer positions, theother working directl,y into thesecond mixer position with nopreamplification. This latter in-put is designed for high-levelpickup such as that of a discturntable or B-M Film Phono-graph. Each input provides prop-er level to assure correct balanceof sounds from microphone andhigh-level inputs without operat-ing either mixer control in its ex-treme high or low position.OTHER riEMS IN THE ABOVE LINESPICTURED HERE NEXT ISSUE.

MITCHEll CAMEBA CORP., 665 NorthRobertson Boulevard, West HoHywood,Calilornia, is the manuiacturer of tliishighly proiessional camera equipment.

THE BEHNDT-MAURER 16MM SOUND RE.CORDER has iound a useful place in cer-tain school and institutional work. Fullinformation from B. M. offices at 117 E.24th Street, New York.

>


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PROVEDDEPENDABLETHE proving period for Eastinaii's newnegative films has been left far behind.\^ itli their speeial emulsion qualities re-inforcetl by typieal Kodak dependability,PliiS'X, Super-XX^ and Background-X arefirmly established as suceessors to othernotable Eastman films for the motion pic-ture industry. Eastman Kodak Company,Rochester, N. Y. (J. E. Brulatour, Inc., Dis-tributors, Fort Lee, Chicago, Hollywood.)

EASTMANPLUS-X SUPER-XXfor general studio use for all difficult shotsBACKGROIJND-X

for bachtfrounds and general exterior work[31]


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PRECISIONdoes make a difference

in Projection LampsBRILLIANT PICTURES Filaments are lo-cated with precision equipment to alignperfectly between reflector and lens.LONG LIFE Each lamp is accuratelyrated and stamped with correct wattage.Cheap inaccurately rated lamps, not somarked, are a poor buy at any price.COMPLETE SATISFACTION EveryRadiant Lamp must be good because wedare not prejudice our only source of in-come by any compromise with absoluteperfection.

Ask your Pioducei or wiite to:

RADIANTLAMPCORP.

260 SHERMAN AVENUE NEWARK, N. J.

POPULARHotel FORTWAY N E

In addition to the superioraccommodations ai the FortWayne, guests enjoy a superblocation in a residential com-munity, yet convenient to thebusiness districts. Hotel FortWayne provides economy with-out sacrifice of comfort orlocation.

300 ROOMSEACH WITH BATH^2.

DETROIT[321

Moving pictures for department store pro-motion are part of the Stone Film Library,Inc.the oldest organization of its kiml inthe film industry.The business was foimdcd by Abram Stone,

who was a collector of stamps, of autographs,and of antiques. When the movies began, itwas inevitable that he should acquire someof those which he considered unique. Hisfirst purchase consisted of a group of originalnegatives made during the years from 18!):3 to1898. The entire footage was just 10,000 feet.In terms of later motion picture productionthis footage appears pathetically limited. Butwhen we realize that, at the time, a perform-ance of even half a minute was considereda miracle, we realize more fully their value.Abram Stone bought film from camera-men everywhere. A quarter of a centurylater his material totaled 4,000,000 feet.

In 1922, Abram Stone died. His wife,Marion T. Stone, carried on the businessfor the next thirteen years. And, in Marchof 1935, at the age of twenty-two, DorothyT. Stone, the third member of the StoneLibrary dynasty, took over the managementof the businessthe only girl executive inthe field.Today, from her New York City offices at

West Street, Miss Stone directs promo-tional activities which bring the Library's"Flicker Frolics" subjects into the depart-ment store field. Many stores in the NewYork City area have used the irresistible lureof these programs for customer promotion.The "old-time movies" featuring Mary Pick-ford, Charlie Chaplin, Bill Hart and othernotables of the early screen get especial at-tention. Quite a few outright commercialsubjects such as those of Maillard's Choco-late, and Columbia Bicycle are also shown.

Tru-Vue In Commercial UseWidely popular in the travel field where

tourists have long found them an ideal sou-venir, the Tru-Vue stercopticon viewer is nowachieving a place in the commercial film fieldas well.Manufactured at an extremely reasonable

price by the Tru-Vue Company of RockIsland, Illinois, these viewers (as picturedbelow) are used with a strip of film muchas a silent slidefilm. The pictures are viewedby holding the glasses against a fairly stronglight and a three-dimensional efi'ect is therebyachieved.Among recent commercial sponsors of view-ers for salesmen's use have been the Republic(Below) The Tru-Vue Heater Company,Stercopticon Viewer, Swift and Company,

Jahn & Oilier (photo-engravers) and others.Simple titles carry ex-planatory text and thecost of the entire pro-duction is negligible.

[^ SCRATCHES-make your pictures ugly VapOratetoughens your iilm to resist scratches

AVOIDEYE-STRAINING PUNISHMENT bomSCRATCHES, SPOTS and STAINS

Looking at your pictures should be apleasure for yourself and your customers.

VAP.O.RATEFOR better"PROJECTIONAND LONGER FILM LIFE

VAPORATE CO., Inc.New York, N. Y.130 W. 46111 SI.

BELL S HOWELL CO.Chicago, III.1801 Lorchmonl Ave.Hollywood, California

716 No. LaBrea

PROJECTION SERVICEA COMPLETE-

MOTION PICTURE DISTRIBUTION SERVICEIn a ll phases for Theatrical and non-theotrical pictures.The non-theatrical service includes

business screen magazine, vol. 2, 1939-1940

Documents