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REFERENCE
COLLECTION
CLEVELAND
"^^^l
PUBLIC LIBRARY
 FromthecoDectionofthe

n
m
° -trelinger
sTtn

t
u library
P

San Francisco,
California
2008
 {'

isjJiyiisuwiiiiJi

IN THIS ISSUE: OFFICIAL WORLD'S FAIR SURVEYS

:

i^ijj
WESTINGHOUSE PREVIEWS THE MIDDLETON FAMILY
An Outstanding Contribution to tlie

Field of Commercial IVIotion Pictures

n to provide
Jsewher

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

Audio Production/ Inc.

Producers of ybuND Motion Picture/
r Vtvestern ~J
EltctricT

35-11 THIRTY FIFTH AVENUE. LONG I/LAND CITY. NY

(West Coast Facilities — 6625 Romaine Street — Hollywood, California)
 41- 79

World's Fair Movi

That's Why MOST Exhibitors

Using Talking Pictures Show Them with

nimosound "COMMBItaAL"
is a
io
compact, single-case projector offering the utmost
convenience and simplicity of operation for the busy
salesman. It provides uninterrupted ihree-quaner-hour
showings of theater quality in salesroom, showroom,
hotel room, or moderate-sized auditorium
filmosound "MASTEk" is a more powerful projector
for serving larger audiences. It shows both sound and
silent films. Has provision for using both a public
address microphone and a phonograph turntable. Has
powerful ampli6er, and 7 50-watl lamp with condenser
for 325g brighter pictures.
BELL & HOWELL
At both the New York and San Francisco Fairs,
Bell & Howell Filmosound Projectors are— by far
— the predominant choice of exhibitors who use
16 mm. talking pictures. Aetna Life, Armour,
Bethlehem Steel, Coca-Cola, Coty, Yale & Towne,
and scores of others use Filmosounds.
Because the show must go on! Because
Why?
continual use, all day and half the night, seven
days a week for month after month, is grueling
service which requires the utmost in projector
ruggedness and stamina. Because these exhibi-
tors have found that Filmosounds can be relied
upon to project theater-quality pictures, to
give new -machine performance after months
of constant use.
The same lasting dependability which makes
Filmosounds the choice of a majority of World's
Fair exhibitors recommends these projectors for
your use. Whether your need is for small, compact
machines for your salesmen to carry, or for 1 6 mm.
projectors capable in the largest auditorium, there
is & Howell model. All are
an ideally suited Bell
built to the same quality and precision standards
as the Bell & Howell studio equipment, preferred
by Hollywood for more than 32 years. Bell &
Howell Company, Chicago; New York;

1
deliver clarion-clear sound, and to continue to Hollywood; London. Established 1907.

fILMOARC— the
mm.
most pow-
— How to Dramatize Your Product BS No. 9-39
erful of 16 projectors
employs the automatic, elec- . and build up
. . sales and good will with BELL & HOWELL COMPANY
tric-arc type of illumination 1808 Larchmont Avenue, Chicago, 111.
commercial sound films is told concisely in
used by movie theaters. It ( ) Send free booklet, SHO>X'MANSHIP.
provides such screen bril-
a free, illustrated, 36-page booklet, SHOW- ) Include details on Filmosound Projectors
for busi-
liance and ample sound vol- (

ume that it can be used in MANSHIP. Write for your copy, today. ness use.
largest auditoriums.
Same Tif/e

rRiCISION-MADE BY Company

B E L L & HOWELL Address

City State
 ADDRESS LETTERS

THE DL COLUMN OF LETTERS FROM OUR READERS

FILM FORIM ON TECHNICAL
QUESTIONS TO THE

MEN BEHIND A
»iiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiii{iiiiiiiiiiiiiiiiiiiniiiw
BUSINESS SCREEN
SERVICE BUREAU

* Film As
My
iu-i-c|ited
thesis
A
on "The Potentialities Of Sound
Retail Training Device" has been
hy Northwestern University in final
Look to the men behind the men behind
I'lilfilhuent of the requirements for a Masters
the camera for the success of your com- degree.
mercial motion picture.* Good camera As you know, no authoritative books and
technique is important — yes. But the suc- few articles have been written on sound film
as a training device. Hence, much of the
cess of the finished picture depends first
material had to be gathered the hard way,
of on the story it tells to the people
all
through several months of intensive research.
you want to influence. And that is deter-
Numerous producers, users, and trade organi-
mined long before the cameras start to zations were contacted in an effort to deter-
roll —
by the creative ability of the men mine both the present status and probable
behind the men behind the cameras. future developments in the field. Although
these sources of information were not in all
So, Industrial Pictures, Inc., suggests that
instances entirely satis-
you consider the competence of the cre- factory due to hesitancy
ative staff in choosing the studio that is on the part of some pro-
to produce your business pictures. ducers and users to give
information that might
BUSINESS SCREEN
Of course, we don't mean to minimize the
be of value to competi-
many obvious superiorities in the facilities tors, the thesis is, I
offered in our plant. They include: believe, a reasonably
studios designed and built from the complete, impartial
ground up for the production of business evaluation of the pres-
ent use and future
films ... a stage acoustically designed in
possibilities of sound
collaboration with RCA engineers to meet film a training me-
as
the special requirements of business pic- dium, and should be of
tures . . . the latest type RCA High Fidel- considerable interest to
ityequipment to permit the making of producers and users of
sound pictures anywhere and many . . .
commercial film.
I would like to express
other features which place Industrial Pic-
my sincere gratitude to
tures in the first rank of commercial pro- Business Screen for
ducers. Because of these facilities, and the valuable information
the capable personnel working with them, gathered from its pub-
our clients benefit by greater technical lications and the splen-
excellence together with lower production did cooperation given
costs in the finished product.
me.
Gordon B. Palmer.
But of far greater importance, we believe,
is the emphasis Industrial Pictures places * Please advise at once if you have any films

on the work that goes before —on pro- on the subject of wines.
George B. Sutkin. Sales Manager
viding a staff unusually able to fashion
Granada Wines. Inc.
a story in pictures that effectively reaches
into the minds of those you would influ- We have recently subscribed to your maga-
ence. We
invite you to investigate the zine. Business Screen, largely in the hope
thinking and working procedures of the that we might become acquainted with some
men behind the men behind our cameras. of the industrial films put out by such com-
panies as United States Steel, Ford, Ameri-
can Telephone and Telegraph, etc. We are
wondering if it would be possible for you to
make available to us some information re-
garding a number of these industrial films,
as to their content and the advisability of
showing them before a group of investment
officers in a banking institution. We should,
also, greatly appreciate learning how such
films may be made available to us.
T. D. Montgomery

'Y <»25 CADIEUX ROAD DETROIT •

,. MOTION PICTURES
\ft ILLUSTRATIVE
>" PHOTOGRAPHY
SLIDE FILMS
Facilities In New York • Detroit • Hollywood
How Many People
can Your salesmen ""seir"
in 30 MINUTES?
EVEN your lop salesman is blocked again and
again in tiying to reach all Ihe people who can
influence a sale. But even your average salesman
11 you want proof ihat Caravel
Pictures get results, check with
can reach them with a well-planned motion picture
American Can Company
. . . and in thirty minutes' time!
American Machine & Metals, Inc.
Wallace Barnes Company
He can shut them off from interruptions... darken
The Bates Manufacturing Company
Bethlehem Steel Company the room . . . focus their undivided attention on the
Black & Decker Manufacturing Company
Godfrey L. Cabot, Inc. screen . . . compel their interest with dramatic pic-
Calco Chemical Company, Inc. tures and a well -delivered talk . . . conduct them
S. H. Camp & Company
Cluelt, Peabody & Company, Inc. through your plant . . . demonstrate the merits of
Congoleum-Nairn, Inc.
Davis & Geek, Inc.
your product or your service . . . anticipate objec-
Dictaphone Sales Corporation tions before they are voiced and knock them down
Eastman Kodak Company
The B. F. Goodrich Company . . . then drive your selling points to the dotted line.
Hart Schaffner & Marx
Jenkins Bros. One notable example: Number of executives who
Johns-Manville Corporation
Kenwood Mills
had to be sold — 39. Time spent in reaching 23 of
National Biscuit Company these executives — two years. Attendance at a
National Lead Company
Raybestos-Manhaltan, Inc. motion picture showing — 36. Three weeks later, the
Socony -Vacuum Oil Company, Inc.
closing of a six-figure contract.
E. R. Squibb & Sons
Talon, Inc. Your biggest loss in selling is the lime your sales-
The Texas Company
U. S. Industrial Alcohol Company men spend in getting to the right people. Let us
OR ANY OTHER CARAVEL CLIENT show you how you can save that time — and make
it count!

CARAVEL FILMS INCOHPOHATED

New Tork • 730 Fiilh Avenue • Tel. Circle 7-6112

[5]
 PROMINENT EXHIBITORS USE

SCREENS
Wherever industrial motion pictures and slide films are being —
shown
whether at the Nation's two World Fairs or elsewhere throughout America
in factories, schools, cluhs, churches, auditoriums, offices or homes —
you will find experienced users of this modern selling medium projecting
Da-Litu S..r'-uii iii llj.- i.rn,il'/HousHiuI.i Fi.ian.-.' Cnr-
ll..-.,lr.: -.( lUr
poralion'fl exhibit ai the New York World's
Fair. This exhibitor, in their pictures on Da-Lite screens. Many of these exhibitors chose Da-Lite
presenting its 61ms elsewhere to smaller groups, also uses Da -Lite
portable screens including The Challenger, with tripod altached ivhich screens after comparative tests had proved their superior light reflective
can be set up ini^tanlly anywhere.
qualities and greater convenience. Others specified Da-Lite equipment
because of its 30-year old reputation for quality and dependable service.
Da-Lile screens are available with White. Silver, or Glass-Beade<l surfaces
DA-LITE INSTALLATIONS in many styles and sizes to meet every requirement. Ask your projlucer-
At The ^ptv York World's Fair* dealer about Da-Lile screens today.
Include the Exhibits of
HART, SCHAFFNER & MARX UNITED STATES NAVY PARTIAL LIST OF PROMINENT USERS OF DA-LITE SCREENS
HOUSEHOLD FINANCE CORP. DOMINICAN REPUBLIC
LEE HAT COMPANY FINLAND MtDRESSOGRAPH- EASTMAN KODAK CO. JOHNSON WAX CO.
NATIONAL ADVISORY COMMITTEE POLAND MILTIGRAPH CORP. LIBBV. MrNEILL & LIBBY
THE FISK TIRE CO.
ON AERONAUTICS STATE Of OHIO AIRW AY ELECTRIC
GENERAL MOTORS CORP. LUMBERMEN'S MUTUAL
(Aviation Building] DENMARK APPLIANCE CORP. CASUALTY CO.
ALLIS CHALMERS MFG. CO. THE GREYHOUND MAN.
At the Golden Gate International AGEMENT CO. MODINE MFG. CO.
AMPRO CORP.
Exposition, San Francisco HART, SCHAFFNER & JOHN MORRELL * CO.
BELL & HOWELL CO.
armour star brand
MARX CO. THE PENNSYLVANIA
Include the Exhibits of c:HICAGO & NORTH-
PHILIPPINE PAVILION « ESTERN RAILROAD HOUSEHOLD FINANCE CORP. RAILROAD CO.
CALIFORNIA STATE
RECREATION DEPARTMENT REPUBLIC OF COLOMBIA ( HKVSLER CORP. INTERNATIONAL BUSINESS SCHULZE BAKING CO.
CALIFORNIA MINES PERFECT SLEEPER CORP COMMONWEALTH EDISON MACHINES STEW ART.WAHNER CORP.
GREY LINE TOURS AUSTRALIA DRAMA OF SCIENCE CO.
INTERNATIONAL HAR. THE STUDEBAKER CORP.
PACIFIC HOUSE KEITH THEATRE STATE OF OREGON DEERE & CO. VESTER CO.
HE VRV CORP. VICTOR ANIMATOGRAPH CO.
"As otliridlh rt'fuirfeil in the Neu,' York if nrlil's Fmi INVESTORS SYNDICATE
Stirvry of niisiness Screen Magazine. REIBEN H. DONNELLEY WILLARD STORAGE
CORP. JOHNS-MANVILLE CO. BATTERS CO.

Write for 48-page catalog on Da-Lite screens, including recently reduced prices!

DA-LITE SCREEN CO., INC., DEPT. 9B, 2723 N. CRAWFORD AVE., CHICAGO, ILL.
Da-Lite screens are first choice of leading producers, distributors and users of business films.
 IN IHE SPIRIT OF TOMORROW
Today's outstanding value in 16 mm. sound projectors

YES — the sound projector of tomorro^\ — but *'X" weighs onlv 49 lbs. complete in one case efficient 16 mm. sound projection equipment-
here today! Not just a new model, or an im- and both models swing into action as easilv and Send roupfin below for full details. •

proved unit — but a revolutionary new design quicklv as a portable tvpewTiter. Other fea-
NEW LOW PRICES
whose performance lives up to its promise in tures include: A Quick-Cleaning Optical Sys-
Model "\" — equipped niih *><> rvcle A.C. motor, including ;

evers- respect. The new Models "X" and \ tem; Economical Operation with the standard 1600 foot reel, 8' dynamic speaker, complete acc^saories — ^—
offer vou: Convenient operation with all con- pre-focused projection lamps: New Simplified and cords, comesi in one case all weighing only 49 lbs. A#*J^
' •;
trols centralized on one illuminated panel — as Design — and fast Automatic Rewinding. It is Model "Y" — equipped with Universal A.C.-D.C. molorjfor
both silent and soand film speeds. incIudiojE completej^cces-
easv to operate as a radio. Such extreme quiet- mechanicallv impossible to tear film perfora-
and cord*, with 12' dynamic speaker, conjea
eiiries.
ness that a sound proof case is not required. tion. To top these all are the new low prices in two compact canes -TV
S295 . . .

Ease of threading — as simple to thread as a so that now even the most infrequent user of (Model "\ " also i3 available in one case, complete jccc<i.M)ries
with 8' speaker. Can also be >btaiDed wHb Reverse and Stitl^
silent projector. Convenient portability — Model sound fihns can no longer afford to be ^nthoul Ptrlurr BuMou at slight extra ( a St.)

Please send me the new 1939 Ampro Calii[o£. I am par-

Man>
MANY PLEASED USERS
indu>trial fimi> are lo<)a>

new AmproM>und models \ ami Y

u^inj;

—
the
and
AMPRO
PRECISION CINE EQUIfMENT
ticularly interested in
Z]

G
All
Arc
16
:

New Amprosound Models "X" and "Y".

G -Ampro 16 mm. Silent and Convertible to Sound
Q
jecl<M-e-
Ampro mm. Sound Projertors. including

.\mpro 16 mm. Continuoua ProjeciorB (for Displays

World's Fair and CoDVcntion Exhibits).
Pro-

Ampro-

report ver>- satis-faclorj re!>»lls. IS'anie? jml yame

«!» Ctrp, 2139 N. WtsKra *it,Ctica|>. ML
.nlHre-iP- ulaHK fiirni-ln-ff on refjm-il
Ciiy Stat*
 4r The production of good industrial films is the result of wide
experience and a constant, active production schedule. A
large permanent staff of creative and technical personnel is

constantly employed in the production of films for a

variety of uses. The extent of this wide and varied experi-

ence may be conveyed in part by the following listing of films

recently released or approaching completion.

NOW IN PRODUCTION
OFFICIAL 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,"
^P3P^1^^ 'i^'ji^
^1,1
"MISSA SOLEMNIS"
the story of the Catholic
(10
High Mass,
reels), in co-operation
Chalmers Mfg. Co.
with the Allis-

RECENT PRODUCTIONS
"Styles In Smiles" Kolynos Co.
"March Of Power" International Harv. Co.
"Fun For All — All For Fun" 1

Chicago Park District

"Sports"
"Fun On The Lake Front"
"The Story Of A Car Wheel" Car Wheel Mfrs. Ass'n
"Time For Graduation" Elgin Notional Watch Co.
"Eclampsia— In 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 FILMS
STUDIO AND GENERAL OFFICE ^^^ 18 W. WALTON PLACE • WHITEHALL 6971
CHICAGO, ILLINOIS
• A TIP TO the Simmons Comp- operations are not endangered by
any: a topnotch movie is await- any shortage in materials that
you in the text of Dr. Edmund
Jacobson's book I'ou Can Sleep
Well. Ditto to an automobile
CAMERA EYE can be foreseen as a war result."

CHICAGO vs. NEW YORK:

sponsor whose sales promotional
executives should be aware of one
NEWS AND COMMENT For the use of anybody who
wants to compare the use of films
of the recent A-B-C's of good ON BUSINESS FILMS at Chicago's Century of Progress
driving handbooks almost any with the New York World's Fair
one of which would make a fine we offer the following in evi-
film for distribution before audi- dence:
ences of club women. pitcher, who's the star.'" sources of films, equipment manu- Number of Projectors at Chi-
Which brings us to the point Announcer: "Well, Kay, in the facturers and various tables. cago 87
that the non-fiction shelves of the Lucky Strike motion picture now- Number of Projectors at New
bookstores are full of how-to-do- being shown at the New York THE FILM parade: York. 129
itsranging from house decoration World's Fair it's the exclusive Previewed by a Business Screen One of the neatest Kodachrome
to trap-shooting and none yet toasting process that steals the representative in New York re- travelogues in recent months is
with a commercial sponsor. Not show. Yes sir, folks, three million cently was Emerson Yorke's new
only can we use the talent and re- people have seen this picture . . .
Cinecolor production The Ninth
search already put into these and be sure to stop at the Ameri- State. According to the reviewer
volumes but their popularity can Tobacco exhibit and see this this scenic tour of New Hamp-
would lend additional guarantees motion picture when you come shire is one of the finest trave-
of public interest for any subse-
to the World's Fair!" logues to hit the screen in recent
—
quent films sponsored or other- Which seems to be the last months. Labeled a "cavalcade of
wise. An additional hint would
be to present the experts them-
—
word heard in the sponsor's own the salient historic, scenic, cul-
language, s'help us. tural, recreationaland industrial
selves in personal appearances,
highlights of New Hampshire,"
particularly where their presence DENT ON VISUAL SENSORY AIDS The Ninth State will be welcome
would add to the general authen- educational and
film fare on
ticity of the production.
Business and education will The Coty Building at the Xew
share a long-felt need for an theatrical screens from coast to
York Fair houses one of the
authoritative handbook on visual- coast throughout the country. most compelling films.
shoic's
SPECTACUL.4R.S AND MH. LEIGH The original
sensory aids to
Douglas Leigh, youthful
the instruction such musical score,
a new addition to the YMCA
executive who surprised adver- one of the
tising and Broadway with the
as EUsw o r t h BUSINESS SCREENS u r h
pic-
Motion Picture Bureau Library.
Dent's Audio- t e' s i g h- Saguenay Saga, a full color scenic
"moving picture" spectaculars, Visual Hand- FIRST USERS' SURVEY lights, is by trip on the St. Lawrence and
has done a light-hearted animat- book (Soc. for Solita Palmer. through the "Habitant" country
Included with a selected
ed film in the same vein for Visual Ed., Alois Havrilla is
is available for free showing and
number of copies of this
Emerson Drug and Bromo-Seltzer 1939) offers. the commenta- might be suggested to other com-
issue are copies of Business
at the New York World's Fair. The latest edi- tor and produc- mercial sponsors as a supplement.
Screeri's first User's Sur-
Leigh's Goofy Newsreels don't tion which con- t i o n director,
vey. Of those individuals
revolutionize sponsored entertain- tains a complete and authorship IN OUR NEXT ISSUE
who receive these blanks
ment but they do offer a fresh analysis of was by Emerson the sound
all
we ask cooperation for the The editorial files on
note to the field. Perhaps the types of visual York."
mutual good of all film slidefilm been gathering
have
poster technique offers an entire- and sound aids users. Individual returns
Pitt sburgh's weight for some months. Finally
ly new market for outdoor show- also discusses Duquesne Light
will kept in strictest
be we are to do the long-awaited
ings on a projection compromise the business use requested
Company is ty-
section on this medium together
confidence as
that will make it possible to place of the medium. ing up advertis-
and the complete statisti- with a selection of the outstand-
similar cartoons elsewhere. According to i ng materials
cal information published ing slidefilm programs of the past
with its 20-
Dent industry for the benefit of all. two years. Also forthcoming is
first used the minute sound another of Larry Rosenthal's
more common motion picture
interesting articles on screen ad-
visual aids for teaching safety, From Sun to Sun in highly effec-
vertising; one on the writer's job
cleanliness and cooperation to tive style. A 20 page 2-color
in commercial films and another
whom could booklet entitled Behind the
Douglas Leigh,
workers, many of on "Opportunities for the Com-
and Scenes u-ith Electric Living was
not read. Exhibit slides pic- inercial Film As Yet Unrealized."
^ -w 1 whose moving
tures made a common language recently used as a mailing piece
That last title sounds pretty
'f picture signs and as a souvenir in conjunction
between employer and employee. auspicious!
^B turned into an
Industry now also uses the visual- with local showings of the film
aniTnated film. sensory field. Dent reminds us, before requesting civic groups.
Business Screen's candid caniera
\ li?^- for a mild form of propaganda. catches a theatre screen ad in
Dent's long years of experience
WAR & PHOTOGR.\PHIC M.ATERIALS: an ir}tense bit of kitchen action.
HEARD ON THE AIR: and An authoritative statement to
in audio-visual education his
Bob Seymour, Business Screeyi's present position as director of the the editor of Business Screen from
who gathered most
scout-at-large educational department for the the Eastman Kodak Company
of the magazine's World Fair RCA ISIanufacturing Company gives a final answer to the ques-
Survey material which appears qualify him as one of the field's tion of war shortages in photo-
on Pages 21 to 25 of this issue, ablest spokesmen. The new graphic supplies.
reports the following conversation handbook also affords a complete The Eastman letter states that
heard on the air recently: guide to all types of visual, sound film and developing agents are
Kay Kyser: "Say Bill, tell us and audio-visual aids; a glossary now manufactured entirely in the
about the Luckv Strike mo'om of reference texts, commercial I'nited States; "that Rochester

[9]
That impressive, descriptive, convincing advertising available to the advertiser in the number, quality and
film you have is potential sales energy —
a presenta- kind he stipulates.
tion that will touch the pocket nerve of dealers and MODERN TALKING PICTURE SERVICE has facilities
consumers. What a wonderful job of selling it's going for booking suitable advertising films in theaters from
to do! coast to coast.
But just a moment— fiou) is it going to sell? MODERN TALKING PICTURE SERVICE has contacts
Many a master business film buried alive, right
is throughout the country for the booking of your ad-
now. The drama of its action, the power of its clearly vertising message with schools using sound films.
spoken word, the clarity of its product display; all These local bases are equipped with every technical
this buried alive without ceremony.
device required to give any business film expert
Business talking pictures are not like wine. They presentation, and are operated by men experienced
don't improve with age. Vintage films turn to vinegar in all the details of management, direction and
if you don't watch out. sales showmanship.
A film is as valuable as the distribution it gets. Tell us the territory, class, age, sex or special groups
MODERN TALKING PICTURE SERVICE has 73 point- you wish to reach, anywhere. We will, WITHOUT
of-sale distributive units that cover 732 cities in OBLIGATION, give you a confidential report prepared
which meet 46,230 established audiences drawn from for your individual use.
the middle and upper consumer groups. These are 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
 Bus^iness as Usual Doring
Altercat ions ?•
A^fEniCA's nOHK tWPST BE
DOXE
^ V» EiLMS niEL no MT BETTER

B.
%ESSED by a free press, screen and radio, u,e
lire .n the most enlightened land in the an egually important stressing
ivorld. We of safety measures
'.re better informed on the through safety education
progress of Europe especially among neic
and Asia and unskiUed workers.
s uars than the vast majority The job' of the sales-
of peoples man made
involved. But betueen the successful easier by a rise in
individual incomes,
efforts of ISalso more difficult
able foreign news because of the rising price
staffs and the unabating barrage
from propaganda agencies ,ve of his product and the uneven
are left little time distribution of in-
muhich to reflect on our many come rises.
unsolved econo-
mic and social problems Above all we need to remember
here at home.
that the sound
Wherever the hearts motion picture and sound
of liberty-lovins Ameri- slidefilm have ably
cans may turn personal sympathies— our
oun demonstrated their usefulness
and economy in at-
cuadel of democracy is laming such results. Better
still threatened by
these production, econo-
problems. If ^ce are, indeed, mies in equipment, and
safeguarding the the widest coverage
last stronghold of
of free democratic institutions, audience groups ever achieved
await the business
ue orce it to ourselves to film sponsor today.
reaffirm an America In specific fields where
united in thought and action. con-
sumer problems are now
of paramount impor-
The forces of Recovery may lance such as housing,
be advanced by insurance, health and safety
speculative increases based education, and family
on expectations of matters, the films
uar can now
demands on our production be brought before almost
facilities. But every influence group in
ice cannot forget the hazards the country.
of equally specula-
tive rises in the costs
of basic materials also in- In the inner circles
colved in our long overdue of business organization,
housing boom 4s the important task
pointed out ehcchere in this of relaying an exact and un-
issue, our slou- prog- changed message to large
ress in achieving
understanding and increasing
numbers of ,videly scat-
lered salesmen,
trade ,n Latin America of equipping dealers with
must not be neglected for a modern
sales methods and a
temporary trade boom brought thorough knowledge of the
about by the product and similar
closing of other markets accomplishments may be
to these countries. safely entrusted to the
At visual media.
home, again, problems
of unemployment, labor
relations, social welfare
and basic economic
ments must not be regarded
as miraculously
ail-
TcO the film industry entrusted ivith the produc-
cured tion of new and important programs
by the suift rise in stock this na-
prices. of
tare, the responsibility
is greater than ever
before
It will not be met
JVLoRE than ever before there is
a great need
by experimenters tvith amateur
of reaching our oun people
gathering clouds of rear talk
—
of piercins the
equipment or the office-in-his-hat
can only
be carried out by able
producer It

and ,var opinion and long-

— icith sound and sensible inter-
experienced studio production
organizations,
pretations of business fully staffed with able
problems. creative tal-
Manufacturers dependent on a ent and completely equipped. To
steady and rising demand the sponsor whose
for build- business needs
ing materials ivill recognize such expert interpretation, the
the re- film
sponsibility of maintaining offers its potent force. To
the en- an
thusiasm for home construction.
America badly in need of keeping
The employer faced tvith a sudden its mind on
important affairs at
step-up of production will home, it provides a medium
remem- more
ber the economy of visual thorough and forceful than a thous-
training
for hundreds c.f new employees, and headlines and their attendant
of
rumors. _ Q.H.C.
 .

Hands across
the Caribbean . .

... a Spanish soundtrack on a well-produced industrial film

makes a first-rate ambassador ol goodwill to your customers

in Latin-America. To American Business the editors of Busi-

ness Screen point out the possibilities of the film medium in

the South and Central American Countries.

* American Salesman has a lot of new responsibilities to face
Till;
if our new kinship with Latin-America is to amount to anything.
Now that his competitors from England, Germany, France and
Italy 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 real
salesmanship. Certainly American business should not accept with
too much self-satisfaction this period of order taking. The memory
of those rapidly rising Nazi sales curves in Brazil and other countries
is too recent, the continued presence of determined little men of
Nippon 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 Latin
Americans anyway and their opinions of him and his country have
never been very flattering. That is, not until recentl.v, for all this
has been changing ver,v fast.
Within the Roosevelt administrations a new era of Latin Ameri-
can cultivation has been developing. A "Good Neighbor" policy
in practice rather than theory, it has gone far to supplant the mem-
ory of other "Good Neighbors" of previous administrations who
alternated loans with detachments of marines. The President's visits
and those of the Secretary of State have punctuated a well-developed
program of friendly co-operation. Even when faced with Mexico's
Santiago, {Chile) center oj one nj Laiin- America' s foremost markets.
abrupt seizure of our oil wells, we have not altered the calm and
orderly procedure of this diplomacy.
All of which brings to mind in paraphrase, the highly important
thought that with all this getting of knowledge, we still need mutual
understanding. Wc don'tthe Latin-.\mericans, neither do we
know
understand their language and customs. There is little appreciation
of these countries in the United States and probably something less
on their part. We are too easily pictured as an aggrandizing coUosus
whose occasional bursts of generosity are to be regarded with high
suspicion. A confused montage of gauchos, swarthy millionaires,
.Amazon Indians and lazy peons is the average North American's
picture of our cousins to the South. So our newly-discovered diplo-
matic tenderness is not actually based on a spontaneous national
spirit of kinship. Neither is Latin-America's equally warm reception.
What, then, is the background on which we have to build and keep
this new export market?
American diplomacy has merely served to insure a receptive
customer. Europe's war has served to create a demand by elimina-
tion of competition. The short and simple fact of the matter is that
is now up to .\merican business to cement
it
trade relationships
beyond the possibility of renewed competition from abroad. This
can only be done by applying the principles of salesmanship from
beginning to end and the first element in this program is obviously
that of getting and keeping the understanding of our Latin-.\merican
customers. Thus the pref.ace to the important place which the sound
motion picture and possibly the sound slidefilm can play in making
this possible.
Millions of feet of "educational" movies have been sent out by
Germany to every corner of South and Central .\merica. Shown
in private gatherings and loaned free to movies, schools and public
meetings, these reels portray a scenic and industrial Reich. On the
"entertainment" side, a Nazi-financed film company is producing
cultural films entirely for the Latin-American market.
English "documentaries." French, Italian and Spanish propaganda
reelshave been seen in every country and the influence of a flood of
books 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 to
come, at least insofar as film production is concerned. The time
would seem to be opportune for a replacement with the superior I
Kio's famed "Smjar Loaf" i/uides American .fhips to prosperous Brazil.

1 Hi Mi ill in mi ^siiSvi^.-.
quality of film which our reels enjoy over most
production
foreign products. Not
second-hand Spanish adaptations of
of
Hollywood "C" features but of thoroughly honest, splendidly-
produced and wholly-American reels related in Spanish and
Portugese. In this program, a major share of responsibility rests
on the industrialist and exporter who will benefit from this
vitally needed education of his prospects.
What can American Business do to help its case in Latin-
America? The answer is that it should aid its salesmen and its

statesmen with any acceptable educational medium at its dis-

posal. Not only that, but it must show its customers the
economy and efficiency of our machinery and goods and, finally,
it should interpret North American customs and attitudes in a

thoroughly honest fashion.

Elliot Roosevelt, in a recent radio address, commented on
the American salesman's shortcomings in South America as a
matter of not only language barriers but a lack of appreciation
of Latin-American customs and temperament. But the Spanish
and Portugese sound track, narrated by a native of the countries
in which the sponsor is interested, can easily bridge the first
gulf. The universality of the pictures themselves requires no
apology.
The International Harvester Company and a few of the
biggest motor concerns have been almost the only American
sponsors to realize the usefulness of Latin-American adaptations
of their industrial films. In one of the few comments from
within the industry itself, Charles Light, foreign manager of the
Alexander Film Company recently delivered a radio address
over the short wave Columbia Broadcasting
facilities of the
System on the "importance of the motion picture as a medium
for cementing closer relationship among the Americas." Alex-
ander syndicated ad reels are offered dealers in the South Ameri-
can market.
American projectors of the 16mm. type are now to be found
in almost every large city. The manufacturer list is several
hundred machines of this type. Theatrical (35mm.) equipment
is even more wide spread with many small towns now equipped

for sound. American business branches can well afford to bring

more equipment considering the reward now offered in the per-
manent clinching of this market.

THE LATIN AMERICAN

its recent history in the competition
tions ior the highly prolitable exp
in South and Central America. ]

the Department oi Commerce.

% Sales to Latin-America
Table showing United States leadership
American markets for three recent year
r. S. Depl. tif Commerce figures.
1929
United States 38.7
• An English Banker named reels of material into the two
Montague once gazed at an elas- contracted for. The resultant pic-
tic check and said (among other ture pleased neither client, pro-
things) .
" "Tisalways a mortifi- ducer nor audience. One decisive
cation to meto observe that representative of the client or a —
there is no perfection in humani- small, competent committee —
ty." has done wonders to remove this
This remark is also. I conteml. troublesome spot in picture-mak-
a fair and realistic criticism of ing.
industrial motion pictures. But I Another star in a producer's
refuse to share the late Mr. Mon- nightmare was the sponsor who
tague's mortificationabout a insisted that each of his several
thing which has existed so long liundred products be .shot in
without appreciable change as close-up — the
standard recipe for
human nature. screen hash. And who can forget
A commercial motion picture his twin: satisfied only when his
evidences in its finished state name and product were men-
more of the normal human fail- tioned every time the narrator
ings of its makers than any man- took a deep breath?
ufactured product I can think of \or does one have to bf Mr.
offhand. Sims of Seattle to recall the days
A bolt made by the Battling when it was little short of sacri-
Boiler Builders Company is the legious to mention on the screen
twin to the public of one turned a manufacturer or his product in

out by the Happy Society of Bolt other than funeral solemnity.

Makers. A motion picture, on the And was the very
lastly, there

other hand, can be marred by the human fellow who became

a mo-
procrastination of its sponsor, or tion-picture expert by the simple
the delicate condition of the act of signing a contract for a
juvenile leads wife. And as sure single reeler. The producer
that
as there was a yesterday, the
public will note the imperfection
— and blame the producer.
Tothe reputable commercial
film producer there is an encour-
aging difference between pro-
a4e
By Robert R. Snody
Auman: I
entered his plant and tolil him
liow to make shovels would have
been
pockets.
bounced out on his hip
Yet he saw nothing in-
congruous in advising the pro-
ducer in the highly technical cre-
crastination and pregnancy. ation of a sound motion picture.
When the client becomes wise to That, of course, was different;
"ir//«/. // ani/tlihiy. is irrotig cC' .Mainijacturing Co.'s Techni-
the fact that his delay in making everybody knows about movies.
icifli commercial sound moiion color picture. "The Middleton Well. I can hear you say. the
a simple decision had to be made
up in production to the detriment pictures?" we asked Robert R. I'uiiiilij at the New York future of the industrial picture
of the picture, he will curb his Snody. General Manager of World's Fair." Too busy then can't be exactly rosy if it depends
very human inclination to "do it Audio Productions. Inc. He jor a satisfactory interview. upon picture-buyers becoming
tomorrow." But when the actor's nas at the time on location di-
angels. Dead clients, you argue
Bob answered our que.'ttion in
with some evidence to support
lady learns that her meal ticket
blew up on the set because he
recting ]\'esti)ighousc Electric tlie folhnring letter. — Editor. you, can't sign checks.
spent the previous evening ar- In pictures or prose I'm a
sucker for a happy ending. So
IIIIIIIIIIIIIICIIIIl

guing over babies names instead

of learning his lines, she will flare
up with. "What's a picture com-
pared to our Gwendolyn?" "You
mean Percy, dear." the husband
will say.
Procreation is likely to remain
in the column of film-making in-
ers. He can also encourage and Hollywood assigns six to a dozen
strengthen with his business the writers to a script for a period
producing companies both able ranging from several months to a
and determined to make com- year. Knowing this, clients
mercial pictures second to none. longer expect one lone industrial
Many clients have learned writer to do the required research
I have saved for my exit the
cheering news that Utopian
clients do exist. W'estinghouse
Electric & iManufacturing Com-
no pany proved that to me during
the making of its Middleton Fam-
ily picture by Audio Productions,

tangibles. However there are about motion pictures the costly and come up with a commercial Inc. Sid Mahan, of Westing-
scores other human foibles
of way. Yet more important to the Birth of a Natioii under well, — house, and Dick Hunter and
which are being brought under betterment of pictures than the say a week. This naturally is a Reed Drummond. of Fuller &
production control. And with .source of their wisdom is the fact step in the direction of better Smith & Ross, gave the prompt
each shift there is a marked im- they have it. pictures. decisions, the able advice and
provement in commercial pic- To illustrate, let's flash back Producers still shudder at the friendly cooperation which makes
tures. Of course, no speed laws to the client who silvered the hair memory of the Big Committee working in films a pleasure.
are even being cracked in the of producers and wrecked the formed in the client's factory to Well. well. I hear you say, we
process, yet definite progress has homes of writers. And he did pass on the script. Here human have progres.sed to the milestone
been made. these things by innocently de- nature put on brass-knuckles. of a perfect client! When do we
Fundamentally, the quality of manding that the script for his Each gent involved demanded get the perfect picture?
industrial pictures is in the hands picture be written from main title that his department be featured: Allowing twenty-four days for
of the client. He selects the pro- to final fade-out over a week-end. and to insure that it was done shooting. I .should estimate about
ducer and determines the treat- In the days of the silent commer- right, he gave the producer a three months after the millenium
ment of his film subject. He can cials a few days may have been coi)y of his last inventory with when humanity attains perfec-
starve off the office-in-his-hat ample; today with dialogue and instructions to shoot it all. The tion.
producer who makes bust shots narrative they are reasonable for producer got. of course, the St. Peter will pick up your pass
to save rental on skirts and trous- nothing but a mess of words. thankless job of squeezing- fifty at the Gate of the Lot.

[141

I

• A,N EAKLY FALL ScluHiulo of
outstanding new comnn-rcial re-
leases indicates that the comnior-
eial film is entering one of
greatest 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<l-
cd by 1.50(1 jK-rsons on September
27th at the Waldorf-Astoria hotel
in New York City introduced
Tlic Middleton Family. Westing-
house's new full-length Techni-
color feature to the trade and the
l)rcss. Produced by Audio Pro-
ductions. Inc., for Fidler & Smith
& Ross Agency and Westinghonse
at Astoria (Long Island)
the
and "on location" at the
studio.s
New York World's Fair. The
MnUUetoiis are presented in one
of the most ambitious features
The Middlc'ton Faiiidy at the Neuj
York World's Fair are seer in these
representative stills from the Techni-
color feature recently produced for
Westinghouse. (Top) Young "Bud"
Middleton learnj; about electricity's
marvels in the Westinghouse building:
a demonstration in the Westinghouse
theatre of new time-saving devices
for the home and (below) "Bud" meets
Ray Perkins "on the air." (Audio)
its
yet to hit the commercial screen.
Distribution plans not yet con-
firmed will bring the feature to au-
diences throughout the country.
Not only a generous visit to the
New York Fair but an entertain-
ing story and a top-notch east
will make this a popular "hit."
' duced by the Institute of Life
B8S»)i :!.;:'
A cheerful smile from Mrs. Cue a^ .tn
N.B.C. product makes her workday
easier in the Technicolor feature at
the New York Fair. (Wilding)
During the early part of Aug-
ust, over five thousand Delco
battery distributors gathered in
key cities from Coast to Coast,
to learn about United Motors
Service's promotional plans for
the coming year, and to have a
look at the battery division's
first
new motion picture, / Hand It
To You, which is to play an im-
portant part in the merchandis-
ing of this line of products.
The film deals with United
jVIotors" recommended methods
stimulating replacement battery
sales. Via the route of a swiftly
moving dramatic story, it main-
tains a high level of dealer inter-
est through the entire presenta-
tion of details on "how to pro-
mote your battery business." It
was jointly planned by Duane A.
Jones. United Motors' advertis-
ing manager, and Loren T.
Robinson, vice-president of the
Camjibell Ewald Company; and
was written and produced by
Industrial Pictures.
Members of the distributor or-
ganization evidenced their enthu-
siasm at the preview by pressing
arrangements for showing the
picture to dealers and their sales-
men own
in their
These dealer showings will be
made by United Motors' repre-
.
sentatives within the ne.xt three
months. It is expected that over
sixty thousand battery men will
see the picture in this period.
.\ '2.5-minute sound motion pic-
ture portraying the typical life
insurance underwriter, his prob-
lems and functions, has been pro-
Insurance and has recentl.v been
released for club showings
throughout the country via Mo- Delco's new battery film / Hand It to
You introduces this serious-thinking
dern Talking Picture Service.
service station dealer as the film story
Produced in Hollywood by Ro- unfolds. (Industrial Pictures)
land Reed under the supervision
of Fred Fidler for the J. Walter film along with criticisms. The
Thomjjson Company, the ]jicture reactions of the audience to the
is entitled Yoiirx Truli/. Ed film while it was being shown
Gralid III were also carefully noted. Both
the written comments and aud-
ience reactions were used as a
basis formaking certain changes
before an order was given to
make prints for distribution.
The Kolynos Compan.v is
showing this film by request only.
A small brochure has been pre-
pared which will be sent to school
executives and it is anticipated
that a large number of requests
to show Styles in Smiles will be
received during the coming year.
Ed Graham as he appears in the new
Life Insurance Institute sound movie
of the same name now being released Dental care and healthful exercise
nationally. (Roland Reed) are two important ingredients for
health introduced in Kolynos Styles
The Kolynos Company have in Smiles. (Chicago Film Laboratory)
new film Styles
just released their
of ill Smiles for showings before
audiences of .school children all
over the LTnited States.
Styles m Smiles is a one-reel
silent film produced by the Chi-
cago Film Laboratory and The
Kolynos Company in cooperation
with Doctor William Gellermann,
Assistant Profes.sor of Education
of Northwestern LTniversity,
Doctor H. A. Clark, Director of
the Dental Clinic, Milwaukee
Vocational Seliool and the Field
Museum of Chicago.
Before Styles in Smiles was re-
leased it was tried out on grade
school children in Englewood.
New who gave their writ-
Jersey
ten comments on the film. It was
ne.xtshown before a class of
territories. Graduate Students North-
at
western LTniversitv who also gave
their written impressions of the
15
 ^i.-

ii 99

Your Money and Mine

ll'isvonsin Mtankvrs Sponsor tM Film

• DriiiNi; THE FIRST four months association had previously pre- built on public rec)uests for in-
of 1939 the Wisconsin Bankers pared an educational film of that formation accumulated by the
Association showed its motion type. Unlike the motion picture association's speaker's bureau and
picture. Your Money and Mine, of the Federal Reserve Bank of public relations department."
to more than 35,000 men, women Minneapolis, reflecting in the The picture opens with an off-
antl children, and the number main the operations and services stage voice asking the very ques-
is increasing daily. of one institution, the proposed tions on banking most common-
This experiment in visual edu- picture of the Wisconsin Bankers ly asked by Wisconsin people.
cation is an important addition Association would, of necessity, Then follows a brief history of
to the public relations program portray the functions and services money and banking to give the
begun late in 1936 on the sugges- of almo.st 600 Wisconsin banking information people have sought
tion of the association's commit- institutions of varying sizes and and to portray the evolution of
tee on education and public re- types. our monetary and banking syst-
lations. At that time Wall G. The only course seemed
safe em, of particular interest to edu-
Coapman, the Association's Sec- to be a writing of the scenario by cational institutions. The film
retary, recommended that A. R. the association's public relations continues with a series of inter-
Gruenwald be engaged as director department in cooperation with esting visits to Wisconsin banks,
of public relations. Shortly after the producer. On this pont Mr. large and small, in industrial and
this, arrangements were
special Gruenwald says: "Questionnaires, agricultural areas where one is
completed with the Federal Re- correspondence and checking with taken behind the scenes.
serve Bank of Minneapolis to the banker, the customer and During the first four months
show their motion picture. Back the public were necessary. The of its screenings, the majority of
of Banks and Business, through- scenario was written and re- Wisconsin county banker associa-
out Wisconsin as a part of the written, checked and re-checked tions, embracing 71 counties,
association's program. for accuracy and to prevent, if called special meetings at which
The cooperation of association possible, expensive revisions the film was shown to 2,500 em-
members in sponsoring local shortly after completion. Diver- ployees, officers and directors of
showings, the thousands of people gent viewpoints had to be recon- member banks prior to public
reached in a comparatively short ciled and compromises effected. showings in theaters and schools
time and the favorable reaction The legal and technical language and before other organizations.
of the public to that film led Mr. of the banker had to be clarified. In the period referred to, the
Coapman and Mr. Gruenwald to Since the picture was intended Wisconsin film has been shown
encourage the consideration of a for the public and not for bank- in the theaters of the state, in-
picture on banking in Wisconsin ers, it had to be prepared from variably as a part of the regular
for the use of association mem- the viewpoint of the public and theater program, to 21,000 people.
bers. The project was approved include information people
the School showings have reached
early in 1938. wanted and which they were
in 10,000 students and showings be-
Then followed endless research interested. In this, guesswork fore miscellaneous organizations
and study. No state bankers was omitted and the scenario total 2,500.

In the pictures shown above,

counter-clockwise jrom top
ricfht. historical scene show-
an
ing printing oj coins in Greece
oj 400 B.C.: a Wisconsin busi-
ness man discusses loans with
his banker; a stranger overly
anxious to cash a check, a boy
at a savings teller's windoiv, a
country banker congratulatinj
a 4-H member on his prize
corn; and a general view oj a
large city bank's transit de-
partment. Right, employees,
officers and directors see the
jilm. at a Dane County meeting.
4< * #

ILLUSTRATIONS AND STORY RE-

PRINTED BY SPECIAL ARRANGE-
MENT WITH BANKING MAGAZINE.

[16]
 Outstanding Business Films "Xol jor the ijlamour of the leading lady or
the grandeur oj scenery are these pictures
chosen. The Revieidng Committee asked
only one question in selecting a jitm "how
much did it sell and how many people saw it?"
Produced during 19B8'19S9

• During the past year, the editors it sell and how many people saw it?" 1938 '1939
of Business Screeyi have seen over For the commercial film's
this is

fifteen hundred commercial film sub- reason for being and the mere ex-
jects: have reviewed several hundred
in the pages of this publication.
penditure of a lavish productional
budget did not necessarily assure
BUSINESS
Whether this the largest number agressive promotion or wide circula-
is

seen by any one group in the country

cannot be definitely determined. Cer-
tion.
ment
Without those elements a judg-
of these subjects is as useless
SCREEN
tainly a great man.y films were pre- as a broadcast without listeners.
viewed that were not available to Commercial V.S. Documentary
other sources, a good many others
One of the past year's greatest pic-
seen at the request of sponsors who
tures both from the standpoint of
recognized the magazine's sole leader-
message and production was Pare
ship in this field of discussion.
Lorenz' documentary for the govern-
Thus qualified intimateby an ment. The River. Even better than
knowledge of both the producer's and his Plough That Broke the Plains
the sponsor's problem and the screen- of the previous year. The River must
ing of a majority of subjects in the lie included in almost any discussion FOREMOST NATIONAL SPONSORS
entire field, the editors have felt of outstanding non-theatrical sub-
qualified to begin what is hoped to If we consider its message a
be an annual event the selection. . .
jects.
commercial one, then it is fitting that
OF BUSINESS FILM PROGRAMS
of the year's most typical films. The River be added to this list.
There are a large number of simi-
^o rlicie national oraanizatlonS (loei
Let the Winter Storms Blow liar Excellent educational
examples.
Because there had to be a beginning films produced in the vein of RCA's li^uihicM ^creen'i J^nectal ff/eniion for
somewhere, this year's selection of Television and Air Waves and the in-
films is broad and fairly inclusive of teresting English documentaries. But f f/eriioriouJ Service in tne^ravancenienl
a number of different fields. This we had to draw the line someuhere
so we drew it sharply to include only
of the i^oninierciat ^itnt IfleaUim:
made it necessary to drop out a great
many worthwhile subjects in the same those subjects with a direct product
field. The scope of years has also implication. Only one exception may AMERICAN CAN CO. METROPOLITAN LIFE
been broadened so that a few 1937- be noted to this rule and that is the AMERICAN TELEPHONE INSUTIANCE CO.
produced subjects are included be- Mead-Johnson sponsored Birth of a & TELEGRAPH CO. MILES LABORATORIES
cause, in the opinion of the editors. Baby which was so discreetly pub- AETNA LIFE INS. CO. NATIONAL BISCUIT CO.
they achieved maximum circulation licized that the sponsor's name was BRISTOL-MYERS CO. NATL. ASSN. OF
B. F. GOODRICH CO. MANUFACTURERS
in the later period. For a final revealed only accidentally.
CHRYSLER SALES CORP. NATIONAL CARBON CO.
thought in this regard we might point Those Who Produced Them
CATERPILL.\R TRACTOR SOCONY-V.\CUUM OIL
out that the prize of the year could Not enough credit is given here to COMPANY COMP.\NY
go to Keeping Nature on Its Course, the studios and to the individuals COTY, INC. STAND-'^RD OIL CO.
produced several years ago for Hiram within their walls who contributed DEERE AND COMP.\NY { IND.)
Walker (by Wilding) but still being to the production of these subjects. ETHYL GASOLINE CORP. SHELL PETROLEUM
seen by thousands of groups through To cameramen and screen writers FIRESTONE TIRE & CORP.
the facilities of the Modern Talking and film editors and directors goes RUBBER CO. STANDARD OIL CO.
Picture Service because the sponsor the "real glory" of turning out the GOODYEAR TIRE St (N. J.)
has had the good sense to realize audience-winners. The "real glory" RUBBER CO. STANDARD OIL CO.
that a commercial film has value only must come in self-satisfaction, how- GENERAL MOTORS (oHlo)
when it is put before an audience. ever, for to the sponsor goes the SALES CORP. STUDEBAKER CORP.
Not because they are GENERAL MILLS THE COCA-COLA CO.
_ credit in the eyes of the
GENERAL ELECTRIC CO. THE PURE OrL CO.
the most outstanding world. For after all,
HOISEHOLD FINANCE THE TEXAS CO.
from the viewpoint of he's the fellow who pays CORP. UNITED STATES STEEL
technical beauty or lav- the bills. HIRAM WALKER CORP.
ish expenditure . . . nor Sound slidefilms were INTERNATIONAL WrLLARD STORAGE
for the glamour of the ncces.sarily carried over HARVESTER BATTERY CO.
leading lady or The JOHNS-MANVrLLE WESTINGHOUSE ELEC.
the into the next issue.
CORP. Si MANUF.^CTUHING
grandeur of scenery are large amount of space
LEVER BROTHERS COMPANY
these pictures chosen. required to adecjuately
The reviewing commit- treat this medium re-
tee asked only one quired the separation.
question in selecting a Over a thousand slide-
film: "how much did films were reviewed.
THE OUTSTANDING COMMERCIAL FIIM
TO USEFUINESS IN VARYING FIELDS
"AHEAD OF THE PARADE" Produced for the National Carbon Company by
* This representative selectioi
new Stude- West Coast Sound Studios. (New York). Shown
A sound motion picture introducing the presented from the standpt
before dealer audiences from coast-to-coast. is
baker Champion motor car to prospective buyers.

"FIRST CENTURY OF BASEBALL" rather than their a]>pearano

Producedfor the Studebakcr Corp. by Wilding
Pictinv Productions. National distril)ulion before A sound niotioti jiicture on tlie history of the .i men- those factors were importani
customer audiences, club groups, etc., by comimny can League. One of an annual series.
primarily measured for the
projectionists on tour.
Produced f(U- the Fisher Body division of General
sponsor. Outstanding sound
"ALL IN A DAY" Motors by Wilding Picture Productions. Distributed
for group showing nationally through the headquart- in these pages next month.
The story oj a public utility conijmtiy. its services
ers offices of the American League in Chicago.
and customer relations.
Produced for the Consvimcrs Power Company "FRONTIERS OF THE FUTURE"
(Michigan) by General Business Films. Statewide
The progress of research and invention promise new
distribution in theatres and before group audiences
eras of opportunity.
through the sponsor.
Produced for the National Association of Manu-
"A PERSONAL INVESTMENT" facturers by Audio Productions. Released national- PRODUCERS (

"Clothes Make the Man" in this dramatic narrative ly through theatres by Modern Talking Picture Serv-

young man's ambition and romance. ice with peak distribution attained during 1938.
c o :m m er c I a 1

of a
Produced for Hart, Schaffner & Marx by Caravel "HEAT AND ITS CONTROL"
Films. National distribution via the sponsor's re- Ariih
presentatives.
A sound motion picture on the scientific-industrial Loii^
background to problems of heat and insulation mate-
"BASEBALL" rials for showing to technical engineers and buyers.

Produced for the .Johns-Man ville Corp. by Caravel

Burton Holmes Fii..\
The centennial story oj the National League of Pro-
Chicago, Illinoi
fessional Baseball Clubs and an introduction to its Films. National distribution before technical groups
Produced for the National League and General who arrange projection.
Mills, Inc., by Burton Holmes Films. Distriliution C.^STLK Film.s, Inc.
before requesting groups through the producer.
"INSIDE THE FLAME" New York City
The technical story of carbon lilack. its production
"BOY MEETS DOG" and development of the product.
A Technicolor cartoon with a liumoruus narrative
DOWLING AND BrOW ?

Produced for Godfrey L. Cabot, Inc.. by Caravel

points the moral of dental care for children.
Hollywood
Films. Distribution liy invited showings before
Produced Bristol-Myers (Ipana)
for by Caravel technical groups.
Films, New Y'ork city. Theatrical distribution Tun .l\

through the Caravel organization. "JERRY PULLS THE STRINGS" el

"CHAMPIONS OF THE GRIDIRON" An entertaining novelty featuring marionettes in a

dramatic narrative on the coffee industry.
The film of the National Professional Football Industrial PicturesIi
Produced American Can Company by Cara-
for the
Detroit, Michiga
League together with its stars and recent games.
vel Films. Distributed nationally by the sponsor
Produced for the National Professional Football an<l shown before jobber and retailer groups as well
League member clubs and General Mills, sponsor, as club, church and school audiences. Rav-Bkll Films
by Industrial Pictures, Inc. National showings by St. Paul, Minn.
team representatives and General Mills staff. "KNIGHTS ON THE HIGHWAY"
"CHICAGO'S PARKS" A sound motion picture on highway safety. Winner West C.s
of the 1938 C. /. T. Safety Foundation Award.
A .wries of films for Cliicago's Parks shown to in-
crease public use of recreational facilities. Produced for the Chevrolet Division of General
Produced for the Chicago Park Board by the
jNIotors by the Jam Handy Organization. National
distribution before groups, schools and special meet- Wilding ic
Chicago Film Laboratory. Distribution through local
ings by the Jam Handy ])rojeetion service and re- let

theatres and before local organizations. This series

leased for theatrical showing through the Jam Handy
earned the Chicago Parks national recognition.
Theatre Service.
"DAYLIGHTING THE PADRES TRAIL"
Along the "Padres Trail" route the Ronthern
"M.\TEHIALS"
of
Pacific Railroad in. California. A sound niotititi picfinr wit/i an e.rcelleiit institution- Seli'ctions of

Produced for the Southern Railroad liy

Pacific al theme based on the contribution of state resources
Tlic Memorable
Castle Films. National showings through the dis- to the building of the modern motor car.

triliutioM facilities of Ca.stle Films. Protlueed for the Chevrolet Division of (ieneral S'idefdnis
Motors by the Jam Handy Organization. National
"EVEREADY PRESTONE REVUE" oj 193S-1930
disliibution l)ef(n'e club, school and dealer salesroom
A complete dealer program with varied film presetila- audiences through the facilities of the Jam Handy .Xe.vt Month:
tions arranged for nationwide dealer meetings. projection service.
 "

lODUCTIONS OF 1988' 19B9 ACCORDING

ISERVICE TO BUSINESS AND INDUSTRY:
oonimercial film sul)jects
"MEN MAKE STEEL" ershipsamong independent retailers.
ling
.4 sound inotio7i picture in Technicolor oj the indus- Company by Caravel
Proiluced for the Texas Films.
lily of the programs inclu<lecl
trial and employee relations background oj the steel Projected by company representatives at dealer

Often industry. One and jojir-reel versions. meetings and before individual ])rospects.
reen or physical cost.
Frodiicfd for the United States Steel Corporation
Isiness film's success must be •
THEY DISCOVERED AMERICA"'
and Snbsidiaries by Roland Reed, in collaboration
ideas which it sells for its with Batten. Barton, Durstine and Osborn. adver- Travel on a modern bus through Scenic America.
tising agency. National theatrical distribution by Produced for the Greyhound Management Corp.
(the past year will he presentejl
the Jam Handy Organization; also invited showings by Wilding Picture Productions. National distribu-
tion through the sponsor's sales representatives and
NEW ENGLAND—YESTERDAY AND TODAY" the facilities of the YMCA Motion Picture Bureau.
A scenic visit to Neic England's countryside and re-
TREES AND MEN "

sorts oj unusual pictorial beauty.

public relations e.rposition on the Lnmlter indus-
Produced for the New York, New Haven and Hart- .1

try, conservation problems and employee relations.

ford Railroadby the Jam Handy Organization. Na-
through the YMCA Motion Pic-
tional di.strilnition Produced for the Weyerhaeuser Timber Co. by
) UTSTA XD I XG ture Bureau, Jam Handy projection service and tin- Dowling and Brownell. National distribution be-
spoiLsor. fore adullaudience groups through licensees of the
OF 1 !) •! s - 1 9 3 9 Miidrni Talking Picture Service.
"SELLING A:MERICA"
Inc. The precepts ivhich Ben Franklin used in "selling WEATHER PERMITTING"
|.

.v. Y. America" are applied to modern salesmanship. The researcli and manufacturing story behind the
Produced for national distribution to sales organiza- development oj non-skid automobile tires.

tions (by rental showings) by the Jam Handy Or- Produced the B. F. Goodrich Company by
for
Caravel Films, Inc. ganization. Caravel Films, Inc., New Y'ork city. National dis-
, New York Citv tribution through company representatives before
"SYMPHONIES IN FRAGRANCE" invited audiences, dealers, technical men and com-
If Film Labohatohy, Inc. A sound motion picture on perjume manujacture. mercial buj-ers.
Chicago, Illinois Produced for Coty, Inc. by Loucks and Norling,
•YANKEE DOODLE GOES TO TOWN
"

National distribution through licensees of the Mod-

ern Talking Picture Service with showings before de- The influence oj the magazine on American problems
pNBRAL Business Films jj-'^
partment store audiences, club and school groups. is related in a semi-historical narrative.
New York Citv
Produced for Colliers Magazine through the facili-
•THE BIRTH OF A BABY Metro-Goldwyn-Mayer. National distribution
ties of

iNIZATION Modern medicine and the matertiity problem are via Jam Handy projection service, others before in-
ftan presented in an outstanding educational jilm. vited groups of advertising executives, manufacturers,
Produced for the medical profession through the
•YOUR MONEY AND MINE
"

cooperation of ^Icad Johnson & Co. Showings be-

AND NORLING fore women's groups and professional men, etc., where banking service and tradi-
The institutional story of
*Jew York Citv state laws permit under the sponsorship of local tion told in the laymaji's language.
medical organizations. Produced for the Wisconsin Bankers Association
SLAND Reed by Ray-Bell Films. Statewide showings before
"THE HURRICANE'S CHALLENGE"
'ollywood bankers' groups, business audiences and schools.
An institutional public relations presentation show-
ing the responsibility oj a public utility in times SPECIAL MENTION
(il'UDios, Inc. of emergency.
Let's work ToaETHER: Produced for the Pontiac
4y Produced for the American Telephone and Tele-
Division of General Motors by tin- Jam Handy
graph Co., by Audio Productions. National distribu-
Organization.
ijcTiONs, Inc. tion to groups, schools, etc., requesting showings.
The chance to lose: Produced for the Plymouth
h;an
"THE STORY OF A HOUSE" Division of the Chrysler Corp. by Wilding Picture
Productions. (A 1937 release which won the C. I.
A sound motion picture which contrasts the home of
T. Safety Foundation Award of that year and
today with modern labor-saving devices with the
continued its excellent work on behalf of safety
old-jashioned home oj yesterday.
education during 1938.)
Salex TniinnHj Produced Public Service Gas & Electric
for the
Company of New
Jersey by Audio Productions. Dis- Progress on parade: Produced for the General Mo-
Syndication tribution in the sponsor's territory before club, social tors Corp. by Audio Productions, for institutional

and church groups and in schools. good will. Theatrical and group release.
L'se oj Color
A coach for Cinderella: Produced for the Chevro-
In Slidejilms THE SURPRISE PARTY" let Motor Div. of General Motors in the anima-
Included A sound motion picture jor education oj service sta-. tion department of the Jam Handy Organization
tion dealers and the promotion oj new Texaco deal- for release in 1937; wide circulation in 1938.
 LexsoiusIII tlirift are pleasantly absurbed by Stu Yurk I'lin-yutrs uhu luu the ediicatiunal exiiibits and iisit tlie Iluustdwld
Finance theatre in the Consumers building where entertaining motion pictures make this one of the Fair's popular attractions.

The
OF
World's Fair Survey
MOTION PICTURES AND SLIDEFILMS THE FAIRS
• The motion picti-res and other visual
media at the New York and San Francisco
Fairs have had one important task to per-
form. Their job has been simply that of
attracting the largest possible percentage of
visitors attending the Fairs and then holding
their attentive interest for the longest pos-
sible time.
The exhibitor's investment in space, dis-
play materials and maintenance expense can
pay dividends in only two ways: more sales
or an improvement in the publics attitude
AT
in commercial theatre facilities it did make
up in continuous screening of sponsored films
in a 170-seat theatre provided for the co-
operative use of a large number of exhibitors.
New York's role provides, on the other
hand, an excellent study of showmanship
methods, of production techniques and of
equipment. One hundred and thirty-odd pro-
jectors were in operation on almost-continu-
ous ten to twelve-hours-per-day schedule.
iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

toward his product or service, which amounts

to the same thing. Just how much he got
for his money can be gauged primarily by the I Vital Statistics
number of folks who saw his show and the
I of the World's Fair Survey
length of time he was able to keep each one
interested in his story.
M Average attendance figures for eight typical
This survey has been largely focused on g commercial film theatres. Showings range
facts and figures gathered by Business Screen p from ten to Jorty-five minutes each; the aver-
g age being about twenty minutes in length.
representatives in a five weeks' study at the M Attendance figures vary according to total
New York World's Fair. San Francisco's g Fair attendance per day and per period.
part in it is a minor one simply because
there were relatively fewer persons in attend- s * Exhibitors Showings
ance there although a high percentage of
these attended the numerous screenings of
commercial subjects. For example there was
only one business film auditorium of an\' size
in the West, whereas New York boasts of
eight large theatres entirely devoted to this
type of presentation without including the
lavish theatres of various foreign govern-
ments. These might, after all, be included
since their purpose is entirely one of com-
mercial salesmanship whether of political ide-
ology or products. What San Francisco lacked
 lar variety show was offered in the 650-seat
General Motors theatre but fihns retained a
definite 15-minute period on eaeh program THE FILMS AT THE
every day.
The largest attendanee total per tlay was GOLDEN GATE FAIR
undoubtedly registered by the Chrysler the-
EXHIBITORS WITH THEATRE SETUPS
atre which featured a three-dimensional sub-
ject III Tunc With Tomorrow. A daily total Armour & Co. "Star Theatre" 70 seats
Projector: Model 120 Filmosound
of l'2,()(t() persons attended the thirty-five
Feature: "The Romance of Foods"
lO-niinute performances and the weekend to-
Hills Bros. Coffee Theatre 160 seats
tals were undoubtedly much larger liecause at Projectors: 3 Holmes 35mm. with Strong lew-
least -iO performances were possible and the intensity arc; Jensen high-fidelity speaker
system
theatre was usually filled to its 3.'59-seat ca-
Feature: "Behind the Cup" in Cinecolor.
pacity with a waiting line for every per- Seats: American Seating Company
formance. National Biscuit Company "Little Theatre"
The Survey cannot compare the drawing Projectors: 2 Model 140 Filmosounds
Features: "Mickey's Surprise Party" and
power of the motion picture attractions to
"Around the Clock With the Cues"
the tremendous crowd-pulling exhibits offer-
Poraffine Cos., Inc. 24 seats
ed in General Motors Futurama, the Ameri- Projectors: Model 138 Filmosounds
can Telephone and Telegraph. Glassmaking, Features: "Peter in Pruneland" etc. __^
Ford, Westinghouse, DuPont, Firestone an<l Addressoaroph-Multigraph Corp. 12 seats
RCA buildings. Here millions of dollars have Projector; Model 138 Filmosound
Features: "Foiling the Villain" and
been spent in construction and maintenance "On the Carpet" (Marionettes)
by large permanent staffs of service em-
ployees. But on a doUar-for-doUar basis and
COOPERATIVE SHOWINGS IN THE
HALL OF SCIENCE {170 SEAT) THEATRE
on the very .serious consideration of sales
story receptiveness, the exhibitors featuring (Films Are Rotated on a Continuous Schedule)
Sponsor: Feature:
films are at least even with, if not ahead,
of the Fair's most popular attractions. Aetna Life Ins. Co. "Sounding the Alarm"
and "Bad Master" etc.
For exhibitors like General Motors, Johns- Crown-Zellerbach Paper Co.
Manville. and Coty, the film is not a major "Art of Paper Making"
DuPont de Nemours
attraction but undoubtedly performs a valu-
"Wonder World of Chemistry"
able function of complementing other ex- General Electric "Excursions in Science" etc.
hibits to complete a well-rounded sales story. General Motors "Progress on Parade" etc.
Weyerhauser Lumber Co. "Trees and Men"
In the ease of the Chrysler show, the film
theatre has undoubtedly figured in actually GENERAL EXHIBITS FEATURING CONTINUOUS
drawing and kee|)ing many additional visitors AND OTHER FILM PROJECTION SETUPS
in the exhibit building. For National Biscuit, Exhibitor: Feature:
Household Finance, Bromo-Seltzer, Lucky Perfect Sleeper Co. "Goldie and Three Beds"
Strike. Petroleum Industries. MacFadden Projector; Model 138 Filmosound
Publications, and many others, the motion Screen; DaLite

picture is the exhibitor's ace drawing card Sea Island Sugar Co. "Crystalized Energy"
Projector: Bell & Howell Filmosound
and if it does not supply the entire "selling"
a|)proach, its influence is of key importance OTHER EXHIBITORS AND EQUIPMENT
in sending the visitor away with a memor- (Showing Industrial, Scenic and Misc. Films)

able experience associated with the exhibit. Alta California Counties —-Amprosound
The films and their production, together Argentina —Filmosound
Bethlehem Steel Company — 138 Filmosound
with an impartial analysis of the outstanding Belter Babies Exhibit —Victor Silent
types present, are reviewed elsewhere in the California Commission -
— 120 Filmosound
California Commission —Victor Sound
Survey. The rest of the story is approached
California Commission — 35 mm. Sound
from a twofold .slant: first from the stand- California Polytechnic — 120 Filmosound
])oint of the major film exhibitors presenting Chile (Government) —138 Filmosound
their subjects in an especially constructed
Denver & Rio Grande R. R. —A mprosound
Douglas Fir Plywood Assn. ^Kodascope E
(Continued at top of next page) DuPont de Nemours —Filmo Silent
France (Pavilion) —Filmosound
General Electric Company —Filmo Silent
Goodrich Tire Company •^ Ampros ound
Grayline Tours — 138 Filmosound
INTKRIOR VIKW.S OF MODERN BUSINE.SS Hawaii —35 mm. Sound
theatres at the New York World's Fair. Italy (Pavilion) 35 mm. Sound
Japanese Pavilion -
— 35 mm. Sound
(Top) the symeirical curves of the well- Metropolitan Life Ins. Co. —Victor Silent
e.reciited MacFadden theatre design are an Natl. Adv. Comm. Aero. — Victor Sound
outstanding contribution to tliis field. (Se- Oregon — 142 Filmosound
Pacific Gas & Electric Co — 142 Filmosound
cond from top) Johns-Manvillc provides Pacific House —142 Filmosound
acoujitical perfection with comfortable theatre Pennsylvania Railroad —Amprosound
seating for 15G persons. (Third from top)
Petroleum Exhibitors —Filmo Silents
Phillipine Pavilion ~130E Filmosound
Household Finance's air-conditioned auditor- Republic Colombia
of —Kodascope G
ium seats 180 in comfortable Irwin chairs. Republic Panama
of — Filmosound
(Second from bottom) The colorful exterior
Sacremento & Lake Tahoe Reg. — 16mm. Silents
Salvation Army — Victor -

of ///(' National Biscuit theatre invites the San Francisco Building —Amprosound
Fair visitor within. (Bottom) The glamor- Shasta Cascades Counties — 129 Filmosound
Simon Manufacturing Company — 138 Filmosound
Wi ous interior of Coti/'s building makes a lux- Western Sugar Company — 120 Filmosound
urious "lobby" for the Coty theatre en- — Wyoming -I29D Filmosound

trance may be seen at the right.

SJt^'^&SSi
 tlicatro, and. secondly, in a fairly thorough listing of practioall.v fverv
other 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 future
reference. The rest of the theatre story is also significant since it
involves some di.scussion of promotional failures and successes.
Business Screen's Surve.v calls attention to the excellence of
design which distinguishes the business film auditcu'iunis. From the
elaborate hixur.v of the cinema in the French Pavilion to the equally
impressive modern simplicity of the Mcf^adden. National Biscuit.
Johns-Manville. and Household Finance theatres, no effort has been
spared in making these halls ph.vsically attractive and acoustically
perfect. Johns-Manville shines in this latter case with walls and
ceiling acoustically perfected with Perforated Flexboard with a sound
absorbtion 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 to
inexperienced 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

 " "

HWffif%",

Three producers Walt Disney

in action:
sees sketches "Mickey's Surprise
of
Party" {NBC); {center) Joseph Losey
stances ordinary lamp projection was too ap- in action filming "Pete-Roleum and His pany by Wilding Picture Productions, Now
parently insufficient for proper illumination Cousins"; {right) Jack Norling (back showing at the Fair.
and are equipment badly needed. However, to camera) i?) production of the three-
audience distraction caused by poor operat- dimensional novelty, "In Tune With "HAPPILY EVER AFTER"
ing technique (improper focus and unregu- Tomorrow" for Chrysler. ^4 dramatic story on family finance problems
lated sound volume) was the most apparent presented in an impartial, non-advertising
failing. The excellence of most of the com-
mercial theatre presentations served to throw
the others into sharp relief.
The successes registered by films far out-
E TUF,
euiewin
ij.sT OF
f lite ^iCf^,
coNCKHNs
mj
producing films
manner.
Produced for the Household Finance Cor-
poration by the Jam Handy (Organization.
Now showing in the Household theatre at the
weigh these small shortcomings, however, and
especially for World's Fair showing is longer New York World's Fair.
most noteworthy of these were the Chrysler
than those who adapted previously made
novelty already mentioned, the MacFadden
and National Biscuit showings. Household
pictures. Such attractions as In Tune With •ILL TELL THE WORLD "

Tomorrow, Around the Clock With the A dramatic narrative the story of adver-
Finance, Coty, Coca-Cola. Lucky Strike, tells
Cues, Happily Ever After, I'll Tell the tising's influence on a typical American
Bromo-Seltzer and even such small setups as
World. Refreshment the World Over, The family.
Lee Hafs tiny theatre. Reason: good films
Story of Lucky Strike and Behind the Cup
were put over with good exhibit showman- Produced for MacFadden Publications by
(at San Francisco) represent a special endea-
ship. Because the Chrysler show demanded Splay Commercial Pictures, in collaboration
vor to present a short entertaining program
a Polaroid viewer, an excellent souvenir was with Herbert Crooker, Showings in the Mac-
with emphasis on direct salesmanship.
thus provided, handily die-cut as the front Fadden theatre at the New York World's
view of a Chrysler car. Lee Hat provided Fair and shown nationally before advertising
The First Films of the Fair:
free mailing of penny post cards featuring and business executives at invitational "pre-
the theatre. MacFadden provided a colorful {Sjiecial Mention to "Refreshment the World views,
souvenir program with pictures of the cast Over" {Coca-Cola); "Mickey's Surprise
and scenes from the film as well as a synopsis. Party" {National Biscuit); "Pete-Roleum IN TUNE WITH TOMORROW"
Then, too, the exterior of the MacFadden and His Cousins" (Petroleum Industries) and
the Gillette short subjects.)
An outstanding three-dimensional film novel-
setup, pictured elsewhere in these pages, ty showing the assend^ling of a Plymouth car.
provided an irresistible lure to the picture "AROUND the CLOCK with the CUES" Produced Plymouth Division of the
for the
within. Household Finance gave the visitor
A Technicolor short subject especially pro- Chrysler Corp. by Loucks and Norling. Now
booklets and Bromo-Seltzer had a novel
duced for exhibit showings at the New York showing in the Chrysler theatre at the New
"flip" book.
World's Fair. York World's Fair.
The was done by the
best promotional job
exhibit designer in most cases. As pictured Produced for the National Biscuit Com-
•THE STORY OF LUCKY STRIKE "

on the opening page of this Survey. House- Audience members enter the
(Left)
hold Finance built its exhibit around the National Biscuit Company's theatre.
An entertaining short subject on the produc-
movie theatre front as did National Biscuit. tion oj the Lucky Strike cigarette from field
(Below) Children enjoy Chrysler's film.
Lee Hat and. at San Francisco. Hills Brothers to file consumer.
Coffee. Produced for the American Tobacco Com-
pany by the Jam Handy Organization. Now
showing in the Lucky trike building at the
New York World's Fair.

At the San Francisco Fair

"BEHIND THE CUP
A Cinecolor production on the growing and
processing of coffee, produced for shouing
at the San Francisco Fair.
Produced for Hills Brothers Coffee by Ken
.\lleu. Now showing at the Golden Gate
Internationnl I'^xposition.
GENERAL EXHIBITS FEATURING FILMS AT THE NEW YORK FAIR
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiin

• EXKBrroHS •pictures *pboiectors •screens

1.
 n —

"Behind the Cup" in Cinecolor

MORE LIFE Proves Hit Show in the West
IN IIVING! • Unusual in
in the field
many respects
commercial and
of
unique because its cast

exception of individuals involved

—
with the

A Burlon Holmes Motion industrial motion pictures is the in the .scenes of coffee growing
PicUiro produced for recent production Behind The and a grocery store are em- —
llie National Dairy Cup made by Ken Allen of San ployees of Hills Bros. Coffee, Inc.,
Council Francisco for Hills Bros. Coffee, all engaged in their evcryda.v ac-

Inc., 62-,vear-old coffee roasting tivities, not excepting the narra-

concern, one of the largest in its tion done by T. C. Wilson, Ad-

• Millions of people lack the vitality
line in the country. vertising Manager, which per-
they need tor successful living be> MTALITV Produced in Cinecolor, this pic- sonalized the picture for the com-
cause they tail to realize the im-
The vital elements of ture brings to the .screen for the pany in a way that woukl not
portance oi balanced diet.
modern industry . . . first time in natural color the otherwise have been accom-
A Burton Holmes Film produced for complete story of cotl'ee from tree plished.
Selling
the National Dairy Council, "More to cup. Far from lieiiig the most Business firms do not make
Training
Life in Living" is educating these pretentious undertaking in busi- pictures just for the thrill of see-
people to the importance of the Public Relations ness pictures, this film is classed ing a camera turned in their
protective foods, especially milk
, . . are putting as unusual because of the unique plant. They must have an objec-
and milk products. circumstances invoh'ed in its tive.In this case it was the Gol-
MORE LIFE
production. den Gate International Exposi-
Whatever your problem may be, a IN
Ten years ago Producer .Allen tion on Treasure Island in San
letter or postcard will open the way
BliSIINESS made a similar picture in black Francisco Bay. Nearly two .vears
lor a frank discussion of its solu-

tion through the film medium. with Burton Holmes and white for this same concern, ago Hills Bros. Coffee, Inc., faced

Motion Pictures and since the same

then others on with a desire to participate in this
Address Business Films Department:
Slidefilms
— —
subject coffee one for the Co- World's Fair, concluded in view —
lombian Federation of Coffee of their eight years of experience
Growers. And during the inter- in the distribution of a coffee pic-

BiirlDii HdIiiii!s Films, Inc. vening period he has cared for all
the photographic requirements
ture in black
and 35 mm.
and white (16 mm.
silent average —
'310 Morlh Ashland Avenue Chicago. Jllinois
I
LABORATORY SERVICE
still and movies —
of Hills Bros. monthl.v audience about 10,000)
PRODtCEUS DISTRIBUTORS Coffee, Inc. So his association — that the way to exploit their
with and knowledge of the coffee product at such an affair in kee])-
business has been far more than ing with the company's ideals and
just that of an interested specta- policies, was through motion ]iic-
tor. lures.
Next, the story of coffee as The stor,v of coffee production
presented in Beh'md The Cup is had not changed since the ori-
not that of an independent writer, ginal picture, but sound could
but the script and narration, in no longer be ignored, and color
their entiret.y, represent the col- had liecome a reality.
laboration of all technical ile- What color processes were
partments in the client's business, within the realms of possibility
through their Advertising De- from the standpoints of proven
partment, to develop with the results and unprohibitive cost?
producer a story that would prop- Duplicating of If! mm. was still
erly integrate "picture finesse" an uncertain quantity, and the
with the educational and sales field of possibilities narrowed
message that they wished to down to Cinecolor, just on the
bring to the imblie. verge of moving into their mar-
And finally Ilie iiictiirr is \eloiis new processing ]iliiiil in

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

On a loOO square jooi Raven Screi'ti. Those who make the moiies n business
thr CAPITOL THEA TREin New York specify Raven Screens for accuracy of
City, recently projected ''The fi'lzard of reproduction and eye-ease. These sam.e
Oz" ^ the fantasy in technicolor. The qualities are inrorporated tnlo Raven s
Capitol Theatre was built in 1919; seats amateur line. Slightly modified forlhome
one time; New Yorkers use, the sa me fabrics used by professional
'>W0 people at
houses are available in the amateur. Ask
first see M-G-M releases at the Capitol
)/ou r dealer to sho »' you R a v e
Theatre. Such titans as "The Great
and "San Francisco" v^-re
HAFTOKE or BEADED. Both these
/Aegfeld"
fabrics come in a large variety of sizes
here fir.tt presented to the world's most makes
and mounts, for RuJ^eri the mast
critical audience. Capitol Theatre goers complete line of amateur screens. And
demand faithful picture reproduction. Of remember— when you buy a Raven —
course the Capitol uses a Raren Screen. you buy the screen the professionals use.

RAVEN SCREEN CORPORATION 314-16 EAST 35th ST. N.Y.C.

[26]
 —

Behind The Cuj> achieves a bal-

ance of composition and warmth
of color hitherto unequalled in
industrial films. Critics
out of the picture business ac-
in and
74^
LOW-PRICED
%W DeVRY
claim it "the picture of the Fair."
And the public likes it, too, which PROJECTOR
after all is the answer that is
A/a4 CiAe/uftJuH^ / 1

s^ looked for by the i)eople who buy

the job.
In the quiet atmosphere of a
specially designed theatre occu-
Typical coffee jilantahun scene
pying some ti.OOO square feet in
in "Behind the Cii/)"
(Cepy-right 1939 by Hills Bros., Jnc.1
a prominent corner of the Palace
of Foods and Beverages on Treas-
Burhank. California the side — ure Island, Hills Bros. Coffee. Inc.
entrance tci Hollywood. take from 1.000 to '2.500 people a
Strangely enough the second of day (averaging 10,000 a week
the two main parts of the picture since the Fair opened) on a color-
— the Hills
in Bros, coffee plant ful and fascinating trip through
— was made first, then the cof- coffee-land, and for forty minutes
fee growing section, and finally — fifteen times every day tell a —
the beginning and en<ling which story of their product clothed in
involved lip-synchronized scenes a dignity that is truly impressive.
shot in Hollywood. Theatre
Hills Bros. Exposition
Of the various countries in might be described as Arabic in
which the growing of coffee might design —
symbolic of the com- LIGHT m Weight
be filmed. Hills Bros. Coffee, Inc. pany's famous trade-mark. High- SMALL m Size
chose El Salvador in Central ly decorative on the outside
HIGH m Quality
America, and to that smallest of enhanced by six 9 x 6 foot Holden
Central American republics late murals that reveal an historic TOPS in Performance

last Fall, Allen and his assistant story of coffee — its interior is LOW m PRICE
made their way steamer
via quiet and simple. A hundred and . . EVERYTHING you demand in a ABOVE, the Model "Q" u'th its easi/y^
loaded down with equipment sixty of the American Seating projector Remember, vour film is as detachable self-contained speaker. EASS'
full
good as the projector that shows it.
to set up —a novice can do it.
packed into a sturdy Ford sta- Company's most comfortable
Present it with a DeVrv MODEL "Q"
tion wagon. seats, air-conditioning (the only SINGLE CASE UNIT andbe assured
—
Air Express by Pan Ameri- system in the entire building) of theatre-like presentations, sparkling,
rock-sready pictures and faithful rich
—
can brought the film roll by roll and seven stations of hearing aids, tone quality, everytimc.
from El Salvador to Los Angeles, contribute to the enjoyment of
THIS IS IMPORTANT-The Model
so daily rushes could reveal an the guests. Upstairs a small of- 'Q' is another proicctor
not just

answer before it was too late for fice and reception room, as well "built down to a price," but like
all other DeVry products, a high
i-etakes. as two private loges for the con- QUALITY precision projector built for
Finally the cameraman came venience of grocers and special lasting dependabilitv.

home, with (i.Odd feet of gorgeous guests, surround the projection

THE ONLY PROJECTOR
negative tucked safely away in room, which is thoroughly WITH THESE FEATURES
the Cinccolor vaults. Then came equipped with !5 Holmes 35 mm. ABOVE, the Model "Q" all packed
1. AUTOMATIC LOOP AD- away in its compact, lightu-eight. easily
the job of paring this down to the Strong low-intensity arc projec- JUSTER— prevents "him
loss of portable, yet sturdy case. Note accessible
control p^'it />.
two reels to go with two of coffee tors and all equipment required loop," eliminates rcthreading. The
"show" goes right on.
roasting and packing in Hills for operation on what jiractically COMBINATION UNITS
enough room amounts theatre schedule. 2. SYNCHROMATIC THREAD-
Bros.' plant, leaving to
ING— makes automati-
possible, DeVry Projectors Hare ALl
been DesiKTicd for I he Adt
for the scenes at beginning and Projection is 55 feet to an 8 x 11 cally, the synchronism of both of COMBINATION UNITS.

with Jensen high-fidelity sound and picture. Eliminates mls-

end that were still to be made, .screen,
threading, saves film. loud speaker la-
and turn out a production 4.000 speaker system.
A unique feature in connection 3. DUAL SOUND STABILIZERS TURNTABLE
feet in length. — keeps film propcrlv aligned over
lor silent filr
Cutting accomplished and work with the showing of Behind The sound drum, resulting in unsur-
passed sound reproduction. ADDITIONAL AMPLIFtER may
print assembled in San Francisco, Cup is the introduction of coffee provide
also be pluRged In to
? for larger audit"

Producer Allen, his laboratory aroma into the theatre through Better Buy De Vry
technician Lloyd Combs, and Ad- the ventilating system at a point
MODEL "Q" PROJECTOR comes com-
vertising Manager Carroll Wilson in the picture where the action plete with built-in amplifier, dynamic
speaker, motor. 1600 ft. capacity reel,
of Hills Bros. Coffee, Inc. were shows a can of Hills Bros. Coffee necessarv atcessories and cords. ALL . .

Hollywood the being opened. IN ONE

CASE weighing less than 50 lbs.
off to for final — at a price that is amazingly low
steps. For the remainder of this year DeVry Mamifjiclures the Slost Com-
Finally, with elements com-
all Hills Bros. Coffee, Inc. intends plete Line of 10 and 3Jmm. Silent
and Sound Projectors and rameras
pleted. Cinccolor. Inc. took over to keep its picture exclusive to for School and Commercial Use.
and on February 17 delivered a the Exposition, but later will em-
finished print for preview liy the bark on a program of distribution (Established 1913)

offlicials of Hills Bros. Coffee, that will carry Behind The Cup
Inc.,
of the
preparatory to the opening
Golden Gate International
through the channels
theatrical releases over the entire
of non-
DeVRY corporation Main
Exposition the following day. territory in which the company
Factory and Office

And what of the picture itself? does business. Distribution xvill nil ARMITAGE AVENUE CHICAGO, ILLINOIS
Through the combined efforts of be in 35 mm., as well as 16 mm. New York Hollywood
the producer and Cinccolor, Inc. soon forthcoming in Cinccolor. Cable: HERMDEVRY

[27]
 Projection Service at Fair
Gives Valuable Experience
• Thk i.ndl'strial sales rupre-
scntativc hired for the promo-
is
by
tion and sale of his respective
company's commodity. George
There is no logical rhyme or
H.{King)
reason why he should be bur-
dened with the additional frets Cole
and worries of keeping a motion
picture presentation operating up
to theatre standards. There is
no better criterion to emphasize changing and properly focusing
this point than the months of
actual experience in the World's
of replacement lamps etc., etc. —
these are only a few of the
Fair field.
services performed on a regular
Although national and local maintenance contract.
field studies have given us wide
Under labor conditions prevail-
experience, the concentration of
ing today, the selecting, training
all types of projectors, both ;?5
and supervision of the right per-
mm. and 16 mm. used in all
sonnel is no small part of service.
kinds of w-ays have given us the unemployment
The taxes, in-
unfor.seen opportunity for com- security and
surance, social
parison and practical study as
workmen's compensation insur-
against theory and equipment ance, are carried by the service
manufacturers' glowing claims
organization as well as complete
for their respective equipment.
office staff on the Fair Grounds
It has been proven unequivo-
for the purpose of receiving
cally that only experienced men
emergency information and to
can continue to keep a show go- assist in the rendering of an ef-
ing day in and day out. The ficient and reliable service.
World's Fair has literally been a The smart Industrialist is al-
proving ground. Here, large
ready motion picture minded, so
numbers of various makes and
far as it concerns the promotion
models of 16 mm. continuous or
and/or sale of his respective pro-
automatic projectors were in con-
duct. His first step is to have a
stant operation. These include picture produced which will en-
Specify both sound and silent equipment. hance his product in the eyes of
Twelve hours continuous op-

^FSLIDEFILM eration per day, seven days per

week a six-month period is
for
the demand on mechanical equip-
his prospective purchasers. After
spending
lars
many thousands of dol-
on a picture suitable to rep-

PROJECTORS ment at the New York World's

—
Fair to continuous projectors
resent his company, and his pro-
duct, an Industrialist would be
foolish to become careless about
QUALITY EQUIPMENT WITH which in the past have operated
its presentation to his consumer
a few hours per day for. at the
TIME -PROVED ADVANTAGES most, a few consecutive weeks
audience.
number
However, there are a
of these Industrialists
You want your in department stores, windows.
You want clear pictures. captions sharp, who would not think of their
etc.; this gruelling test demands
and easy to read.You want accurate colors. SVE Slidefilm sales staff as expert advertising
constant watch to detect wearing
Projectors give you all of these. They also have important men. nor would they put these
parts and to replace them before,
aiety features. A patented heat-absorbing iiher reduces men in a radio program. Yet they
like the proverbial apple, one bad
will gamble with a fine motion
heat at the aperture to the minimum. A special releasing one spoils the lot.
picture production by putting it
mechanism moves the rear aperture glass back automati- Emergency from the non-
calls
in the hands of inexperienced
cally when the film is turned from one frame to the next. users of service have
regular
personnel. The dire consequenc-
SVE Projectors are made in many styles, including Ihe borne this out where a stitch in es and sad results of such short
popular Tri-Purpose unit which shows 2" x 2" glass slides time would have saved nine. sightcdness has been brought to
as well as single and double frame film strips. For perfect
Humid conditions, air condi-
the forefront with a vengeance
tioned buildings, or ventilation
showings and full protection of your film, specify SVE Pro- here at the World's Fair.
its lack,current surges and drops, Never before has such an op-
jectors in your sound units. SVE Projectors are sold by all
green film or film not properly portunity presented itself for a
leading producer-dealers. processed for continuous projec- complete survey of ways, means,
tion. proper patches and check-
.
and methods, for the presentation
••>;/«» for "Un$r To Shou- it" ing bad spots in film before they of an industrial program,
cause real damage, removing
Send today lor dascriptive literature on SVE Slidefilm A
well presented picture show-
Projectors and the many ways in which they are being print and
substituting a fresh
ing is an assurance that it will
used in industry. the purpose of resting
])rint for
bring the returns contemplated
and rejuvenating, proper treat- by its sponsor.
ment for preserving and humidi-
SOCI€Ty fOR VISUAL €DUCflTIOn. IRC.
fying, cleaning, oiling, removing (To be continued
lOO CAST OHIO.STKCCT CHICAGO • ILLinOIS
emulsion accumulation. in the next number)
a n v

128]
 —

A SUPPLEMENT TO THE
TECHNICAL
iiiiiiiiiiiiiiiiiniiiiiiiiiiiiiHiiniiiMiiiiiiiiiittimiiiiiiiiii iiiiiiiiii niHiiiUiiii!i«»iiiiiiiin»iiin»iiiniiiiii»
1939 EQUIPMENT REVIEW

• New and in the news of the

technical fihii field is the widening
use of color of the new low-cost
sound slidefilm units. The ten-
dency towards building up a small
library of film subjects has also
resulted in a need for storage fa-
cilities. This issue of Business
.Screen continues to supply infor-
mation on items of this kind.
items shown on this
Neumade
page will be fully described on
SPENCER LENS CO. MODEL D lontei.T KEYSTONE SLIDE PROJECTOR is an eco-
your written request to the man- nomical model for the projection of stan-
NEUMADE MODEL ST sectional cabinels slide projector is available for auditorium
reels are obtainable in units of
ufacturer: Neumade Products showinngs of glass slides only. Spencer dard slide mounts of Kodachromes, etc.
for 16mm Keystone Projectcr Co., Boston, Mass.
5, 6, 8, 10 or 12 compartments for 400, Corp.. 4^27 West «nd Street, New Lens Company, Buffalo, N.Y.
1200 or 1600 loot reels. York City. L. E. Jones is man-
BAUSCH & LOMB MODEL LRM proiector BAUSCH S LOMB MODEL BDT balopiU-
ager of the 16mm. Equipment Di- con with the film attachment mounted in
is designed both slides and opaque
for
vision. Further descriptions fol- position which slides into the bellows
projector and may be equipped with the
support. Inquiries to Rochester, N.Y.
low: 35mm film projection attachment shown.

Film Storage Cabinets:

Attractive individual compart-
ments for one or two reels of 400,
1-200 or 1600 ft. length with or
^*^.
without cans. Built of steel,

iloublc wall construction through-

out with l/o" air space between
NEUMADE MODEL MF FILMSTRIP cab-
each section. Separate doors,
linels hold 34—100 ft. rolls of 35mm. width
filmslrip on reels. handles and index card holders.
Doors have special reel carriage
and close automatically.
SIIMLPY TEAR OUT AND IMAIL TO BUSINESS SCREEN: 20 NO. WACKER DRIVE. CHICAGO, ILL.
Slide Film Storage:
Protect, preserve and file your
slide films properly in a practical,
efficient all steel cabinet specially
designed for this purpose.
• FREE PUBLICATIONS •
—
MF-G All steel cabinet with For your copy oj of the booklets or reports listed
any
simply drop a card to Bitsiriejj Screen's "Screen Service
below
Bu-
six drawers for IV2" film strip
reau" at 20 North Wacker Drive in Chicago. There is no
obli-
cans or loose rolls. Films may item.
gation whatsoever except where a price is ncted after the
NEUMADE PRECISION MEASURING ma- be filed by subject as each drawer
chines. a typical Neu-
Model DS-l-D is contains six adjustable dividers
made item for film production depart- also used to provide facilities for AMPRO CORPORATION of "WE SECOND THE MOTION"
Essential for accurate sound Avenue the helpful publication is-
ments.
Concealed 2839 No. Western of- is
matching. larger cans or rolls. interesting sued by Burton Holmes Films.
fer a series of
humidor in base humidifies en- equipment brochures and 7509 N. Ashland Ave., Chicago,
Overall size 15" technical information on pro- m. (Tips on film production,
tire cabinet.
jectors. etc.)
wide, 12" deep, 13" high.
I

MF-34— Holds 34—100 ft. rolls FILMO TOPICS— the finely il-
NORMAN-WILLETTS COM-
of 35mm width filmstrip on reels. lustrated and printed house PANY issue a handsomely il-
Index card holder for each reel. publication of Bell & Howell lustrated catalog of general
Sections on industrial and ed- photographic equipment and
Drop door has snap catch and ucational film news. supplies.
provides convenient shelf when
lowered. Equipped with humidi- "FREE FILMS", the 64-pp.
book issued by the De- "MOVIE NEWS", an interest-
NEUMADE MODEL MF-6 FILMSTRIP CAB- fying tray. Cabinet size 29" long, listing
ing news tabloid of commer-
INET is a 6-drawer unit which will hold Vry Corporation and priced at
14" wide, 10" deep. cial and educational installa-
over 300 of the 1 Vz" paper labeled cans. 50c.
tions, etc., issued by the De-
Vry Corporation, 1111 Armi-
Note of Correction: "REEL NEWS", published by
tage Ave.. Chicago. Illinois,
Motion Picture Screen & Accesso- Wilding Picture Productions,
projector manufacturers.
Detroit, is a news tabloid on
ries;Screens. Page XVII; Issue 8.
new Wilding productions.
Under the headline Bntelite Tru- NU-ART NEWS, the library
rision Tripod, the copy for the NEUMADE PRODUCTS catalog issued by Nu-Art
Tripod Screen was correct but CORP. of 427 W. 42nd Street, Films of 145 W. 45th Street.
New York, publish a 36-pp. New York, and contains full
photograph showed Easel Screen. catalog of their complete information on new library
16mm. equipment line. releases of films.
DEVRY 35mm (& 16) SOUND RECORDERS
are precision built under full laboratory
lest and offer sharp recording slit per-
mitting full range recording from 30 to
10,000 cycles.

29
 THE MITCHELL CAMERA
The Mitchell Standard Model
Camera illustrated has been in
use in the Hollywood studios for
the past twenty years. This cam-
era has become a leading profes-
sional motion picture unit be-
cause of the many convenient
special features incorporated. The
camera constructed in two
is

sections, the base frame and the

camera box. The camera box is
mounted on the base frame by
means of gibbs and provision is
incorporated for shifting the cam-
era box upon the base frame for MITCHEll CAMEBA CORP., 665 North
Robertson Boulevard, West HoHywood,
focusing. The operation of shift-
Calilornia, is the manuiacturer of tliis
ing thecamera for focusing is highly proiessional camera equipment.
\ery simple involving the pres-
sure of the finger on a release
pin and the turning of the shift
HE NEW VICTOR Series 40 Animatophone is so handle. This moves the camera
compact, so easily portable, and so brilliant in per- from the focusing position to
formance, that it is destined to become the standard \ I
jjhotographing position or vice
of comparison. Its Add + A + Unit Features with their \| versa. In the base frame itself
multiplicity of uses make it adaptable for small room
or large auditorium, public address service, phono- are incorporated the foin--way
record reproduction, radio amplification, and sound mattes, filter disc, etc.
recording. Write for complete catalog information.
V 'berndt-maurer equipment
Recorder for direct 16 mm.
VICTOR double THE BEHNDT-MAURER 16MM SOUND RE.
ANIMATOGRAPH CORPORATION system sound-on-film
CORDER has iound a useful place in cer-
DAVENPORT. IOWA, U.S.A. work. Produces a symmetrical tain school and institutional work. Full
DISTRIBUTORS THROUGHOUT THE WORLD variable area track. No varia- information from B. M. offices at 117 E.
tions in speed of film flow past 24th Street, New York.

recording point. Effective width

of recording light beam less than >

two ten-thousandths of an inch,

guaranteeing the recording of
high frequencies up to limits of
film resolving power. Combined
Bto^uu^ QaJUti^ ^eAAXfHA. oscillograph and optical system
recording clement responds faith-
FEATURING FLOOR & TABLE fully to all frequencies from
to 10,000 cycles per second, and
MODELS ESPECIALLY PLANNED withstands signal overload up to
TO MEET YOUR FILM NEEDS 1000%
change in
without damage or
response characteristics.

(Prices and Specifications on Request)

B-M Recording Ampliiier
A compact, portable unit com-
prising three built-in items: a
preamplifier, a two-position mix-

ALL-METAL, STURDY BUT LIGHT- er, and a main amjilifier. Two

input channels: — one
connected
IN-WEIGHT SHIPPING CONTAINERS through the preamplifier into one
of the two mixer positions, the
IN ALL STANDARD FILM SIZES other working directl,y into the
second mixer position with no
Ask About Our Compco Pic-ii-Reel Film Cases! preamplification. This latter in-
put is designed for high-level
pickup such as that of a disc
Phone 2251-2261
Armitage W. St. Paul Ave.
turntable or B-M Film Phono-
Chicago graph. Each input provides prop-
rWlifistoiilplBflii'l
er level to assure correct balance
of sounds from microphone and

COMMERCIAL METAL PRODUCTS CO. high-level inputs without operat-

ing either mixer control in its ex-
treme high or low position.
Designers and Builders of Business and Educational Department Equipment and
Accessories for Editing, Storage and Projection
OTHER riEMS IN THE ABOVE LINES
PICTURED HERE NEXT ISSUE.
 PROVED
DEPENDABLE
THE proving period for Eastinaii's new

negative films has been left far behind.

\^ itli their speeial emulsion qualities re-

inforcetl by typieal Kodak dependability,

PliiS'X, Super-XX^ and Backg round- X are

firmly established as suceessors to other

notable Eastman films for the motion pic-

ture industry. Eastman Kodak Company,

Rochester, N. Y. (J. E. Brulatour, Inc., Dis-

tributors, Fort Lee, Chicago, Hollywood.)

PLUS-X
EASTMANSUPER-XX
for general studio use for all difficult shots
BACKGROIJND-X
for bachtfrounds and general exterior work

[31]
 [^ SCRATCHES-
PRECISION —
make your
toughens your
pictures ugly
iilm to resist
VapOrate
scratches

Moving pictures for department store pro-

does make a difference motion are part of the Stone Film Library,
Inc. —
the oldest organization of its kiml in AVOID
in Projection Lamps the film industry. EYE-STRAINING PUNISHMENT bom
The business was foimdcd by Abram Stone, SCRATCHES, SPOTS and STAINS
Looking at your pictures should be a
BRILLIANT PICTURES —
Filaments are lo- who was a collector of stamps, of autographs, pleasure for yourself and your customers.
cated with precision equipment to align and of antiques. When the movies began, it
perfectly between reflector and lens. was inevitable that he should acquire some
LONG LIFE — Each lamp is accurately
of those which he considered unique. His
first purchase consisted of a group of original
VAP.O.RATE
rated and stamped with correct wattage.
Cheap inaccurately rated lamps, not so negatives made during the years from 18!):3 to FOR better" PROJECTION
marked, are a poor buy at any price. 1898. The entire footage was just 10,000 feet. AND LONGER FILM LIFE
In terms of later motion picture production BELL S HOWELL CO.
VAPORATE CO.,
COMPLETE SATISFACTION Every — this footage appears pathetically limited. But New York, N. Y.
Inc.
Chicago, III.
1801Lorchmonl Ave.
Radiant Lamp must be good because we W.
Hollywood, California
when we realize that, at the time, a perform- 130 46111 SI.
716 No. LaBrea
dare not prejudice our only source of in-
come by any compromise with absolute ance of even half a minute was considered
perfection. a miracle, we realize more fully their value.
Abram Stone bought film from camera- PROJECTION SERVICE
Ask your Pioducei or wiite to: men everywhere. A quarter of a century
later his material totaled 4,000,000 feet. •A COMPLETE-
In 1922, Abram Stone died. His wife,
RADIANT Marion T. Stone, carried on the business
for the next thirteen years. And, in March
MOTION PICTURE DISTRIBUTION SERVICE
In all phases for Theatrical and non-theotrical pictures.
The non-theatrical service includes supplying prelec-
of 1935, at the age of twenty-two, Dorothy
LAMP T. Stone, the third member of the Stone
tors, screens, operotors, etc.,

King Cole's Sound Service, Inc.

ond transportation.

Library dynasty, took over the management

CORP. of the business —

the only girl executive in 203 East 26th Street, N. Y. C.
Local Operating points upper S tfi Y.
Lexington 2-9850
— N. /. and Conn.
the field.
260 SHERMAN AVENUE • NEWARK, N. J. 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- IGmm. ACTION 35mm.

ment store field. Many stores in the New

York City area have used the irresistible lure
Motion Picture Service
POPULAR of these programs for customer promotion.
The "old-time movies" featuring Mary Pick-
358 West 44th Street
Completely equipped
35mm. or 16mm. sound
New
for servicing all
or silent
York City
makes
equipment.
of

Hotel FORT ford, Charlie Chaplin, Bill Hart and other

notables of the early screen get especial at-
Equipment Operators

WAY N E
tention. Quite a few outright commercial
subjects such as those of Maillard's Choco-
late, and Columbia Bicycle are also shown.
FILM LIBRARIES-NATIONAL
In addition to the superior
accommodations ai the Fort
16mm. MOVIE PROGRAMS INDrVIDU-
Wayne, guests enjoy a superb Tru-Vue In Commercial Use ALLY PLANNED AND PREPARED FOR
location in a residential com-
munity, yet convenient to the Widely popular in the travel field where YOUR OWN ORGANIZATION
business districts. Hotel Fort
tourists have long found them an ideal sou- Injormation upoti request
Wayne provides economy with-
out sacrifice of comfort or
venir, the Tru-Vue stercopticon viewer is now NATIONAL FILM PROGRAMS,
location. achieving a place in the commercial film field INC.
342 Madison Arenue New York City
as well.

300 ROOMS Manufactured at an extremely reasonable

price by the Tru-Vue Company of Rock
EACH WITH BATH Island, these viewers (as pictured
below)
Illinois,
are used with a strip of film much
/\n uUra-modern
^2. as a silent slidefilm. The pictures are viewed
hostelry in the
by holding the glasses against a fairly strong heart of Chicago
light and a three-dimensional efi'ect is thereby
achieved.
Among recent commercial sponsors of view-
ers for salesmen's use have been the Republic
(Below) The Tru-Vue Heater Company,
Stercopticon Viewer, Swift
Jahn &
and Company,
(photo-
Oilier
engravers) and others.
BiMTMDU^ck
HOTEL
DETROIT Simple titles carry ex-
planatory text and the
cost of the entire pro- Emil Eitel - Karl Eitel - Roy SMfon
duction is negligible.

[321
I
 New Entertainment Subjects
THE VOICE OF for the Commercial Program
EXPERIENCE—
America's most amazing Personality Now
The ever-widening use of short entertain-
brouqht to your screen in vivid Reality ment subjects on the commercial and educa-
A SERIES OF 10 ONE REELERS tional film program has now made it neces-
« * * SALES FILMS
M ki:ex-travelek*»
—
sary that Business Screen publish a conveni-
ent directory of the principal sources of this
30 one reel shorts Produced by material. GET SHABBY, too-
AndreiL' De La Varre
In general, most subjects are obtainable on
Leading Educators hove praised them
a rental basis but the low cost of excellent
and HOW ABOUT YOURS?
A LARGE VARIETY sound reels has also made it practical to build
OF 16mm SOUND FILMS a small library of suitable material. In open-
promote a greater
that will You wouldn't stand for your
ing a sales meeting, in starting the "get-
attendance and effectively
acquainted" ceremonies of your dealer meet- salesmen looking like this.
put over a commercial
program But how about your sales
ing and in many other places, a hearty laugh
Write Today To films?
or a spine-tingling "thrill" are good medicine
Xu-Art Films for stimulating interest. Too. a good many SCRATCHES, abrasions,
INC. organizations have found that supplementary "rain" and buckle look as
145 W. 45th St.. New York. bad as baggy trousers and a
N. Y. films bring out larger audiences and help
round out an otherwise short session. 3-day beard. Have your
films acquired these shabby
The latest issue of the widely-read Xii-Art
characteristics of normal us-
FILM LABORATORIES— LocA'. Xews published by Xu-.\rt Films and mailed
age?
to clients of that well-stocked film library,
contains hundreds of famous titles and stellar
^> ONLY RECONO can remove
scratches, abrasions, "rain"
KODACHROME SLIDEFILMS names, including many full-length features.
and buckle from 16mm and
Harold Lloyd's feature. The Cat's Paw (an
35mm -K 16mm
exclusive release of Xu-Art), is typical as are WRITE FOR 35mm film.

Silent or Sound the Voice of Experience shorts, many short Don't let the very nominal
FREE cost stand between shabby
W. cartoons, travelogues and musical reels. Rent-
Geo. Colburn Laboratory and
1197 Merchandise Mart • Chicago al rates on request direct from Xu-Art. 145 TRIAL OFFER films attractive, prestige-
building pictures.
West 45th Street, X'^ew York.
The Pictorial Film Library catalog issued
by Pictorial Films of 130 West 46th Street. AMERICAN RECONO, Inc.
Xew York City lists several thousand short 245 West 55th Street New York, N. Y.
POSITION WANTED subjects available on a low-cost purchase or
YOUNG MAN: Ten yearsProfessional Motion
Picture Experience. Photography, Laboratory. rental basis. Among the headliners are the
Projection, Distribution. Expert on Equipment and "Sports" series of one-reelers (priced at ?'2T.OO
Production. Sales Ability. Can handle complete
each) which include top-notch skiing, moun-
Motion Picture Department Box 32, Business
Screen Magazine, 20 N. Wacker Drive, Chicago. tain climbing and other winter sports fea-
turettes.
IF YOU USE . . .

EQUIPMENT SALES — national New Castle Film Releases Educational Films

September and October releases from YOU NEED . . .

Castle Films are loaded with thrills and ac-

SURPLUS MOTION
WANTED PICTURE EQUIPMENT
tion. This famous national producer of
"Home Movie" classics offers a dozen or more The Educational
• Turn your used equipment into cash,
400-foot sound reels especially suited to the
highest
silent
prices
and sound.
paid
Projectors,
for all types of
Cameras,
commercial program. Film Catalog
Etc.
Among the headliners are Bali, San Fran-
cisco {The Golden Gate City), Ride 'Em It offers expert guidance in the selection of
Box 19. c/o BUSINESS SCREEN MAGAZINE
films to purchase, rent or borrow for all non-
20 North Wacker Drive. Chicago Cowboy. Ski Revels, Fresh-Water Fishing.
theatrical purposes.
and Washington with the new American Le-
gion Chicago and Football Thrills of 19-39 The EDUCATIONAL FILM CATALOG is a

reels soon to be released. All of the subjects classified list of the best educational films avail-
able. In addition, there is a complete subject and
SOUND SLIDEFILM are available for either sound or silent pro-
title index which simplifies the finding of films or
jection.
upon any given subject.
PROJECTION EQUIPMENT Of a group of these reels reviewed in Busi-
parts of films

The Catalog gives a factual description of each

ness Screen's Chicago theatre recently, the
.\ntioipating change in design, a film. It indicates the physical make-up of the film,
Ride 'Em Cowboy and Fresh-Water Fishing
reliable manufacturer offers a tells where it may be bought, rented or borrowed
subjects were voted best for all-around pro- and the under each plan.
limited quantity of sound slide cost

film reproducing equipment gram use before groups of men. Orders are now being booked for a completely
with 200 watt slide film Projec- revised edition of The Educational Film Catalog
tor, at very attractive prices. to be published October 1939.

Entire equipment housed in The price of the New edition plus three quarterly

single compact portable case. supplements and a bound annual volume for 1940
is ?4.
\^ rite for further particulars.
Orders will be filled in sequence
and offer is subject to prior
Scene in
THE H. W. WILSON COMPANY
sale. Address inquiries to Box SKI REV- Since 1898 Compilers and Publishers of Bibliographief.

11, Business Screen, 20 \o. ELS—A Re- Indexes to Periodicals and other Reference ff or ks

^^ acker Drive. Chicago. cent Castle 950 University Avenue New York Clly
Films Fall
Release.

[33]
 very warm reception and more
Park Films will undoubte<lly be made in the
future.

(Continued from page 20) The fourth use which the parks
have made of movies is of 16 mm.
lull courts, etc. The reel also de- reduction prints of the previously
scribes model airplanes,
flying described films. These movies
horseback riding and bicycle have been shown the park's
in
races. The narrator says, "In own fieldhouses to loyal and en-
Chicago's parks —
there's some- thusiastic gatherings. They were
thing for everybody! In its out- especially well received, of course.
door program Chicago offers that where the audiences recognized
ideal conibinaticm of .excellent various individuals in the film
recreational facilities plus a back- and familiar scenes and objects,
ground of harmonious landscap- with a resulting increase of loy-
ing. Health waits for you with- alty and acceptance. A large per
in a setting of beauty." cent of the parks have now shown
The third which is nar-
film one or more of these pictures.
rated by Harlan Wilcox and en- Over 50,000 park patrons saw at
titled Fun for Everyone is con- least one of these pictures during
fined to activities that take place the first six months of the year.
in park fieldhouses. In rapid or- One hundred and fifty thousand
der it shows vivid scenes of the more will doubtless see it during
craft shops, showing model boat the last six months.
and airplane building, with the The pictures have also been
instructor beside the young work- shown with considerable success
er who is earnestly turning raw in various conferences and con-
material into finished i)roduct. lentions. For example, all three
An artcraft beehive shows young- films were shown at the recent
sters of both sexes busy at con- Industrial Conference at the
genial hobbies; children in the to.v Sherman Hotel, and 10.000 per-
lending centers with intense cu- sons saw the picture at the out-
riosity selecting their favorite door sports .show at the Inter-
playthings. In the lapidary shop national Amphitheatre.
carvers and polishers are trans- The 40% increase in the use of
forming stones they have picked the SOS club rooms surely re-
up on the lake shore into silver- flects the growth in the general
mounted and acceptance of the parks

SOME AHD PLAY!

rings bracelets; in social
another section instrument mak- among adults as places in which
ers are taking blocks of wood and they join hands with friends and
bunches of wire and changing acquaintances to accomplish in
them into good looking violins their leisure, the thing which
and guitars which they later learn they desire.

HOT SPRINGS
NATIONAL ARKANSAS PARK.
to play with genuine skill. Dress-

makers, milliners, costumers and

rug makers follow, one after an-
Rebuild your pep and reslore health. Outdoor sports ore
bracing and invigorating, and the heollng wolers of 47
—
other the groups at their tasks.
Government owned and supervised thermal springs give new These pictures have truly
life ond hoppiness in Americo'j favorite vacation land. opened up the eyes of Chicagoans
as to the work and advantages of
their parks. One person in a
theater, after seeing one of them,
was heard to say, "Well, there
is apparently nothing you can't
do in the parks."
f^^'^^^^^^^f^^t^Sl The first two pictures, after an
V. K. Brown, Director of Rec-
reation, s a y s, "These club
room statistics are significant
also in the greater consistency in
the curve of the year's attend-
ance. There is no longer such a
variance between the month with
the highest attendance and the
month with the lowest. The
curve presents a picture of a
growing habit in the life of the
jjeople of the community. More
consistently they are meeting in

AMERICAN PLAN > YOUR ROOMS I

llfc
I
opening at the Roosevelt Thea-
ter, were booked by a large num-
their
out the
community groups through-
year. Attendance ap-
AT 80IH H0Uls\jyvoHEAlS/™''4"*'"''' ber of Chicago theaters and the jKars to lie becoming more habit-
ALSO ^"—-^ - ' third picture will be shown in ual; acting together with neigh-

EUROPEAN PLAN ?|S0 these theaters in the fall. The bors in congenial grouping seems
Roomi (without meals) frcmU ADAV first two pictures were shown in in the way of becoming more of
SELECT EITHER ONE OF THESE FINE HOTELS 156 theaters. It is estimated that an accepted routine."
As a gueit o( ihe Majestic or the Eastman your visit to Hot over 1.500,000 persons have The movies, of course, are not
Springs is sure to be a success. Sel in private parks, famous
viewed the pictures. entirely responsible for this re-
for quolity service ond food, both hotels operate
A fourth picture is now under markable increase in attendance,
EASTMAN Qovernment-supervised bath houses in

w^.,v» ^<»t
connection.

Coaut
OUTHWEST HOTELS, Inc H GRADY MANNING.
construction. It will be approxi-
mately a 30-minute film. It will
embody the best scenes from the
firstthree pictures, plus a num-
ber of new scenes and will be
used at conventions and exhibits.
Pi. These films have all received a
but R. J. Dunham, President of
the Chicago Park District, feels
that thfy did do their part and
that the making of these movies
was money well spent; and this is
the recommendation of a hard-
headed business executive.

[34]
 -
>^. '^\\ - ^> "-*'('
f '

A PERFECT SETTING

FALL SALES CONVENTION

OR TRADE EXHIBITION

Jf- Homeof Chicago's famed Civic Opera House, of the superb

Theater and of the modern exhibition halls of the
<;ivic
Lighting Institute, 20 North Waeker Drive offers a setting of
unlimited possibilities for fall sales meetings, conventions and
trade exhibitions ofall sizes and character.

For example, the 3800-8eat auditorium and palatial lounges

and lobbies of the Civic Opera House have accommodated many
thousands of persons attending newspaper cooking schools, trade
gatherings, public broadcasts and many other kinds of public
exhibitions. National business organizations have staged dealer
meetings and other types of company gatherings in the finely ap-
pointed 870-seat Civic Theatre. In both theatres, extensive stage
facilitiesand the most complete equipment of any auditorium
in the country have served to enhance dramatic playlets, product
presentations, and other types of modern business showmanship.
On other floors of 20 North Wacker Drive permanent exhibi-
tion areas have been reserved together with the most mo<lern
office facilities. Popular priced restaurants are available for
the convenience of employees and visitors. Transportation to
all parts of the city is available by elevated, surface and motor

coach lines and two of Chicago's largest rail terminals are within
a few minutes walk. Within the walls of 20 North Wacker Drive
every function of modern business can be accomplished.

ORGANIZATIONS MEETING AT 20 NORTH WACKER DRIVE

Stainiard Oil i'ornpany Morris B. Sachs State of Illinois
of Intliana (Aimpany yietlical Assn.

Chicago Hera hi W estin ghoiise All-State Insurance Co.

American Electric Company L niversity of
.-iflvertisinfi Pennsylvania
The Electric issoriotitm
Typographers Propeller Club
Stetvart-Jf arner National Broadcasting l.ihcrly Mutual
Company Co. Insurance Co.
Ihirt Schajjner & Marx Drama League Lions yiatl. Convention

YOUR OFFICE HEADQUARTERS

MiMl<>rii i>rri<-4- rurililH--< ol' iill

si/.t's arc u%uilul>li' in

aii<l t'o>ts
llif forty-l\*<t stories of 20 Norlli
Vi ;n-ker Dri\<'. The iiiiiisiial atl-
vaiita^e of li^lit and air from all
sides because of (he absence of
siirroiindiii-; structures is an
oiit^tan<Iin<: feature . . efficient .

scr\ice b> a well trained service

stairis anollier. X tour of inspec-
tion may be arran<:ed without
the slifrhtest oblitfatioii. Address
iinitiiries to the ofTices of the
lii-c--iilrnl. Mr. J. i'.. Tliompson.

20 NORTH WACKER DRIVE

THE •
CIVIC • OPERA • BUILDING
wa<;hingTON BOULEVARD & WACKER DRIVE • CHICAGC
BUSJJlBiiSDWiJyjJ

Ir

-•:,,^-^-r:r

:\
?

^V m
1 jm »

ai

IN THIS ISSUE: ANNUAL SLIDEFILM REVIE%V

THE AGENCY & FILMS • WHAT PRICE SUCCESS
D^r*
• Two of the three biggest automobile companies can combine Sight, Movement and Sound in a single
. one of the largest oil concerns ... a leading pro-
. .
advertisement when there is nothing else present to
prietary and other pacemakers in fields of food,
. . .
compete with it for attention!
wearing apparel and electrical appliances, have found You can select as many or few as desired of 8 500
a new road to increased profits. Minute Movies- theatres, located in more than 5 500 communities.
consumer motion picture advertising in theatres. Write today for facts and figures of how other adver-
Your problems, perhaps, are not the same as theirs tisers are locating increased profits through Minute
— their appropriations may be much larger— but their Movies.
careful testing and checking has uncovered a path to
your objectives at a cost well within your limits. Hatio*tal Sates Jle'^\^,cseniatiucs:
Follow the leaders — use Minute Movies as a M/kCY & KLANER
Wrigley Building Chicago, Illinois
counter attack against competitive moves in certain
JAM HANDY THEATER SERVICE. INC.
areas — or use it to blast buying inertia in heretofore 19 West 44lh Street General Motors Bldg.
unconquered markets. Here, for the first time, you New York City Detroit, Mich.

GENERAL SCREEN ADVERTISING, Member fa.

INC.
WRIGLEY BUILDING a.
CHICAGO, ILLINOIS

MINUTE MOVIES
NATION A
 .

MEET COMPETITION Whcrc Coitipetitioii Begins]

COMPETITION doesn't begin in the showroom Then, when you produce a film, heed the
or at the dealer's counter. // ends there! example of Chrysler, Ford, General Motors,
Competition starts at the bottom — between the General Electric, Kenwood Woolens, and
other fellow's laboratory and yours, between his many other progressive firms who show their
and your designers, craftsmen, and merchandis- films with Filmosound Projectors. They

ing men. know that no sound film can rise above the
Only with motion pictures can you start your quality of the projectors which reproduce
it. They insure theater-like results with Filmo-
sales story at the beginning, giving the factory-
confined men behind your product a chance to sounds,made by the makers of preferred
shotf prospects why you use certain designs, cer-
Hollywood movie equipment— namely. Bell
tain processes, and certain materials. Equally & Howell Company, Chicago; New York;
well, your business film allows you to complete Hollywood; London. Established 1907.

your sales story and finally to demonstrate to

Let Your Secretary
every prospect what your product will do for him.
Mail This Coupon
Perhaps you wonder how to capitalize on this
modern selling medium how to start making
. . .

DESIGNED FOR EFFICIENT OPERATION a business film? ... its cost? where and
. . . Bell & Howell Company
1808 Larchmooi Ave.
Filmosounds are compact, portable, and easily op- to whom it can be shown? These preliminary Chicago. IJlinois
erated — no fuss, delay, or embarrassing complexi- questions are answered concisely in a free, 36- Send 36-paee, illustrated bookJet:
ties.Built with precision, they give lastingly de- Sfjoufnanship, Today's Formula /or
page, illustrated booklet, Shoumansbip. Write
pendable service and uninterrupted showmanlike Sellmg.

presentations. Models for every need. for your copy.

Same

Company
PRECISION-MADE BY

BELL & HOWELL Address

City
.

Stale BSNO. 10-J3

 AFTER THE PREVIEW
The
COLUMN
FILM FORUM OF LETTERS FROM OUR READERS
iiiiiiiiiiiiiiii

...WHAT THEN?
Editor. Business Screen: ginning .January 1. 194(1. emphasis will be
After the pre\'iew comes the real test • Five ye.\rs .\go the Federal Housing Ad- taken away from the FIIA's own production
of your commercial motion picture. The ministration entered into the production of activities and centered upon the stimulation
plot may be clever and original, the motion picture films for distribution through- of production activities on the part of private
dialogue crackling and cogent, the di- out the commercial theatres of the country. industry. This means that the will en- FHA
rection, acting and editing brilliant; These films were designated for a two-fold courage the use of the motion picture medium
but . . . many a fine picture is bom |jur|)ose, first to encourage an interest in by finance, building and allied industries.
only to blush unseen.
housing on the part of the general public, The thought behind this change of policy is
and second to bring to the public's attention premised upon the belief that after five years
If people —enough of the right kind of the provisions of the National Housing Act of carefully laying the groundwork the time
people —don't your then
see picture,
and the program of the Federal Housing Ad- has arrived when the FH.\ may with safety
. . . what price perfection? That is
ministration. The results of this program curtail its own production activity in the
«hy «e consider the effective distribu- ha\'e been singularly gratifying not only to interest of encouraging those who have a
tion of your picture just as much our the FHA but to the many and varied inter- primary interest in the FHA program to
responsibility as its creation and pro- ests who have a vital stake in the promotion capitalize on the foundation already laid.
duction.* The two must be inseparably of better housing. Play dates on Federal Now Encour.\ge Priv.\te Industry
bound together; for, without both, Housing Administration films to date have This change in motion picture policy is in
neither can be justified. totaled approximately 50,882 as of October keeping with the current general overall FHA
of this year. These play dates indicate point of view. During the coming year
Here at Industrial Pictures, from the
approximate showings of 371,141 which have FHA's promotional emphasis will be along
very beginning one thought dominates
been presented before estimated box oflfice the lines of encouraging private business to
every mind that pictures are made
. . .
totals of 99,99.'.!,565. do more promotion and more education based
to be seen. Hence, while creative minds Pictures Plav 13,000 Hoit.ses on the FHA plan. Since the building indus-
analyze your problem to devise a mo- The Federal Housing Administration .serv- try and private investors are the first to
tion picture solution, other minds are ices the neighborhood of 1.'3.000 motion
in profit from the National Housing Act, these
planning a program of efficient and ef- picture houses. In order to carry on this groups should shoulder the major effort of
fective distribution. activity it has had to develop a film distri- telling the public of its terms and policy.

We bution system. The developiuent of this Using every educational means possible it is
think it not enough to maintain a
creative staff of proved
s,vstem was occasioned not by any desire to FHA's task both in AVashingtou and in the
competence . . .

enter into competition with existing distri- field to point out the potential market. Pro-
nor to provide studios containing the
bution organizations but was born of the ducei-s and investors will quickly see the
finestand most advanced equipment practical benefits of such a program. The
necessit.v for theatrical distribution on a scale
available, specifically designed
and built heretofore never attempted. This distribu- objectives of this policy are: (1.) to stimulate
from the ground up for the production tion system is entirely increased interest and
of commercial motion pictures. For, in the nature of a staff activity by jirivate busi-
TA'hile these factors assure our clients operation. It was de- ness in building, financ-
substantial economies in production, our signed and functions as
a supplement to. and a
Business Screen ing,
tive
and .selling attrac-
—
homes homes that
ability to devise ways of reaching the
desired audience provides the greatest the existing
Ijarallel of. VOLUME TWO NUMBER TWO may be paid for at the
economy commercial exchanges. rate of $1.00 per day.
of all.
The Federal Housing h o mes tiesigned for
Yes, after the preview another real job
Administration is deep- American families of
begins. And for that, as for all else
ly grateful for t h e moderate and even
in commercial picture production, our whole-hearted coopera- The Camera Eye 9 modest income. (2.) To
broad experience and specialized knowl- tion w'hich has lieen ex- 100% Readership 11 correlate the general
edge are yours to command. tended its efforts in the Meat Packing Films 12 FH.\ program with the
motion picture dur- field varied programs of pri-
Films Via Television 1.5
ing the past years five vate endeavor actively
Screen Advertising Markets Hi
by the motion picture engaged in supplying
*'\'f .ralnmg P^'Y;, J^ted Motors Annual Slidefilm Review 17
I
5"'"* Pictures
,
joi-
„?"t^noTtant pi" exchanges of the coun- the demands of the
try. What is a Slidefilm? 18 housing market opened
With the foregoing as //()(/• Business Uses Sound up b,v the FHA home
a background the FH.\ 20
ownership plan. (3.) To
Slidefilms
is entering its fifth year encourage those who
Marginal Notes on Script Writing 2-i
yov as an of motion picture activ- have a private interest
'

_our spccmlty ity with a fundamental

Technical Section 29 in the FH.\ plan to in-
change in policy. Be- (Pleasc turn to page 34)

INDUSKIflL PICTURE INC. iiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiw

4925 CADIEUX ROAD • DETROIT • Business Screen Magazine, issued by Business Screen Mapazines. Inc.. Twenty North Wacker Drive. Chicago.
Illinois on Nnvemher 18, 19,S9. Editorial Director, 0. H. Coclln, Jr.; Managing Editor, R. C. Danielson. New York
MOTION PICTURES
Olfices: 122 East 42nd Street. Phone Murray Hill 4.1054. Eastern Advertising Manager, Jack Bain; Eastern Editorial
'W. ItlUSTRATIVE Representative, Robert Seymour. Acceptance under the Act of June S. 1934, authorized February 20. 1939. Issued 8
PHOTOGRAPHY
SlIDt FILMS
—
times annually plus 4 Visual Education Numbers (not circulated in the business field). Subscription price: Domestic
Foreign, S3.00. Publishers are not responsible for the
S2.00 for eight numbers (of Business Screen .50c the copy. I .

return of unsolicited m.s. unless accompanied by stamped, self-addressed return envelope. Entire contents copy-
Facilities In New York • Detroit • Hollywood
right, 1939, by Business Screen Magazine^, Inc. Trademark Reg. U. S. Patent Office.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiuiiniiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiniiiinw

[4]
Does your Sales Training
bring results like these?
(DISTRICT REPORTS OF A CARAVEL CLIENT)

5P!!i®(c)!F "Closed eight out ol ten franchise prospects.

If you wani proof thai Caravel Every man in ihe dislricl volunteered lo select one prospect
Plans gel results, check wilh
and to go after him along the lines suggested at the meet-
American Can Company
ing. Of these 'guinea-pig' accounts, eight out of ten were
American Machine and Metals, Inc.
The Bales Manufacturing Company closed in thirty days."
Wallace Barnes Company
Bethlehem Steel Company "Struck most responsive chord of anything in
Black & Decker Manufacturing Company years. The meetings were so stimulating that many of the
Cadillac Motor Car Division,
men dug up previous training material which now holds
General Motors Corporation
Calco Chemical Company, Inc. new meaning for them."
S. H. Camp & Company
Cluett, Peabody & Company, Inc. "Putting up prize money among themselves.
Congoleum-Nairn, Inc. The new approach to these old problems has almost made a
Dictaphone Corporation
Godfrey L. Cabot, Inc. game of study. Of their own volition the men are putting
The B. F. Goodrich Company up a dime apiece among themselves for prize money."
Hart Schaffner & Marx
Jenkins Bros. "Meetings have to be shut off. The men would
Johns-Manville Corporation many
continue on indefinitely if permitted. In instances
Kenwood Mills
National Biscuit Company they have remained after meetings and asked to go over
National Lead Company the same material a second time."
Raybestos-Manhattan, Inc.
Socony -Vacuum Oil Company, Inc. To can these results be attributed ?
vtrhat
Swift & Company
Talon, Inc. To the medium employed? To sight and sound? In
The Texas Company a measure, yes. But more iniportant is Caravel's new
U. S. Industrial Alcohol Company
method of interpreting basic selling principles in
OR ANY OTHER CARAVEL CLIENT terms of your own business — your own products —
your own selling problems.

CARAVEL FILMS INCORPORATED

New York • 730 Fihh Avenue • Tel. Circle 7-6112

[5]
LEADING FILM PRODUCERS RECOMMEND DA-LITE SCREENS

"NO OTHER SCREEN

MEETS REQUIREMENTS
SO COMPLETELY"

I 3 ••• ILLINOIS

"S _,
October 21,

2725 Sor^.^J^inols
''' The "eye appeal" of the new slide film "Since 1894" for Calvin Bullock.
Chicago, N, Y. is further enhanced by projection on Da-Lite Screens. Calvin Bull-
ock, upon the recommendation of Talking Sales Pictures, chose Da-Lite
^r-' Model D (Box) Screens and the Da-Lite Challenecr Screen illustraled above.
SOW a ,.t»ractor„
,c nave
,aars and
nr,d tW. anil
i,alj. «
past r6«
3«"= acrea" »""
e
.
a»atta.o..act,.asoU^^^^^^^_^„„^,
-- "-^ -'"'""" \ ou Too Will Find
to ::^^^—
„^,elvas. ,0
^-'"
coBplatelJ-
_^^

:a-UteS.eenaa.e..
,^., are .a.ns
j^oTO b3

SCREENS
.Since .a.."
- P— . ,.cd.ced
.or^Xn^eator. • Makv Pieturos Brit/hter
^;;,
..^^dlns -="|-.rcr o^ """"^
;;„ Scn,U»r- • A^rt> Etisior to l^sv
-Today's oui cuomlns oi
^ -j-oduced for
• Sifiinl Up Bottvr
Sne"^? ^'1»-
Uow
,o« snares t^e In'^" ° ^;nLha.
"Progress ='j,popers,
Da-Lite screen§ are the result of 30 years of
specializedexperience in screen manufacture.
They are available with White, Silver or Glass-
Beadejl surface and in many styles and sizes to
meet every projection requirement. Mail coupon
for 48 page book giving complete details.
jls-.rb

FREE BOOK 3iail Coupon Xoiv!

DA-LITE SCREEN COMPANY, INC.
Dept. IIB, 2723 North Crawford Avenue, Chicago, Illinois

DA-LITE'-SCREENS
-r^ur Ckvtce of^eaduef -p/iatUtce^, Viitt/intU^
nt-u-.f
Scrt-pns
s.-ii(l

uiid
vour
llif
rrre tB pa^-e
li^ht
hook on l>a-Lilc
rellet-tivv
various scrct-n surfaces. Also b'*<* »"* l''^* "ame
anil address of the nearest Da-Lite distriliutor.

Name
quulltit-s uf

I
^m^mm^^^^m^^^mm^^mm^w^mmwmmmwm^mm^^^»

[61
Miy This Sound Projectoi
Is
Leading Industrial firms and schools

are ordering and re-ordering the new

AMPROSOUNDS in ever increasing

numbers. Behind this amazing success

of the new Ampro Sound Models "X"
and "Y" lies a story of numerous superior
features that have set new standards of
Check these AMPRO features! performance for 16
projection.
mm. sound-on-film

NEW sound loop synchronizer — Permits perfect ^ynclironizat

picture and sound by the exact forming of sound loop. Guesswork is

eliminated. Re-setting of sound loop accomplished without stopping pro-
jector when loop is lost through faulty film and without damage to the film.

EXTREME quietness of operation ^Runs so silently ihat no "blimp"

or co\eriTig case is required.

EASE of operation — All operating controls centralized on one illumi-

nated panel.

•MAXIML -M^filni protection— A triple claw is used for moving hlni.

engaging three sprocket holes simultaneously. Film with two adjacent torn
holes can be successfully used. Ampro patented *"kick-hack" movement
lifts the claws from the sprocket holes before withdrawing, eliminating
tilm wear. Take-up compensator prevents starling strain.

IMPKOVED'sound optical system— The light from the exciter lamp

is projected directly and optically onto the photo cell without the losses
or distortions normally encountered when mirror, prism, or mechanical
^lit i'^ used.

IMPROVEDXli^ht optical system — In perfect alignment at all times,

pre-set by the factory. Projection lamp base adjustable so that filament
can be moved manually into perfect alignment with optical system. The
Reflector and Condenser lenses are mounted on front cover for quick
cleaning without the necessity of using tools.

1000 WA'IT Ilhiminaiionpprovided —AMPROSOUND Models

"X" and "Y" are approved by the Underwriter's Laboratories for
1000 Watt lamps. A 750 Watt Lamp is normally furnished as standard
equipment but can he interchanged with 1000 Watt lamps.

PERMANENTLY attached reel arms —for Quick Set Up— Reel

arms are permanently attached; merely swivel into position for
instant use. Accompanying belts, always attached, swing directly
into position.

SMOOTH sound — Entirely

free from waver and distortion due to
its finely balanced mounted on airplane type grease sealed
flyTvheel,

ball bearings, and Ampro's patented film guides. Cur\'ed film guides A NEW AMPRO ACHIEVEMENT
placed before and after the sound drum and sound sprocket prevent
the film from flapping. A powerful Auxiliary Amplifier for use
«itli any A.MPKOSOUNI) Projeetor.
IMPROVED 'sound drum and filter— Mounted on precision ball bear-
Provides adequate volume for audiences
ings, the rotating type of sound drum avoids sliding action between the
up to 10,000 and over. Is particularly suit-
drum and film — prolongs
film life and maintains high quality sound.
able for the low-priced Amprosound class-
Curved film guides before and after sound drum eliminates weaving and
room and industrial models "X" and "Y."
'"Belt action."
No alterations are required to attach one
SIMPLIFIED threading — Same as threading silent projector, with or two standard Ampro projectors to this
exception that Him also loops around sound drum, eliminating looking remarkable new auxiliary amplifier which
film over a third sprocket. Film g;uides assure correct, easy threading. will boost the volume output to 55 watts facilitating operation in darkened rooms.

FAST^Automatic rewind—400 ft. reel rewinds in 35 seconds — 1600 ft. with less than 5% total harmonic dis- A monitor outlet enables operator to

and a maximum usable output of *iisten and belter control operation.

in"
reel in 75 seconds without damage to the film. No transferring of reels tortion

or belts. 85 watts. An additional change-over relay Dual Microphones. Dual Projectors and
is available for automatic fading from one Dual Phonographs can he used in various
USES Standard lamps — Standard prefocused lamps, up to 1000 Watts.
projector to the other. combinations. Individual Bass and Treble
"Special" high priced lamps not required. Tone Compensators are provided.
Twin Pilot Lights illuminate control panel

riease send me the new 1910 Ampro Catalog;. I am

particularly interested in:
C New Amprosound Models "X" and "Y."
PRECISION CINE EQUIPMENT G New Ampro Public Address System
D Ampro 16min. Silent andlConvertible to Sound Pro-

A M P R 2839 N. WESTERN AVENUE

CHICAGO, ILLINOIS
jectors
D Ampro Iftmm. Continuous Projectors (for Displays^
!Vame
World's Fair and Convention Exhibits).

Address
City State BS-140

1
.
 HISTORY
REPEATED
PLUS-X, Super-XX, and Backgrouiid-X
have established themselves firmly as the

favorite raw films of the industry. In do-

ing so they have repeated the history of

Eastman films of other days. And they

have done it through the same means:

unmatched photographic quality, com-

pletely trustworthy uniformity. Eastman

Kodak Company, Rochester, N. Y. (J. E.

Brulatour, Inc., Distributors, Fort Lee,

Chicago, Hollywood.)

PLUS-X
EASTMANSUPER-XX
for general studio use for nil diffivult shots
BACKGROUXD-X
for bnekgronnds and genernl exterior irork

[81
 the increase going toward World capable of pleasing theatre
Fair production and distribution. audiences or such produc-
that
The added fact that pictures pre- tions are more economical just
pared liefore this period were just because of the lower cost of raw
then achieving their widest cir- stock. When the numerous
culation (as in Men Make Steel) unions affecting cameramen,
would show the error of
finall,v electricians. stage carpenters,
I'uilding facts out of what was actors and the man.v other occu-
ijudoubtedl.v the usual Broadway pations employed in the produc-
gossip. tion of the simplest dramatic or
industrial subjects have begun
Group vs. thenlriciil shoicings
making exceptions on sixteen-
SrcH misiuformation is more millimeter commercial produc-
far-reaching when it ignores the tion, Mr. Churchill
will be among
fact that the biggest percentage the firsthear about it, for
to
of commercial film production studios in Holl.vwood will be so
isn"t intended for theatrical dis- equipped without delay.
tribution anyway. Didn't he just say that this
Most industrial spon.sors want sixteen-millimeter stuff was tech-
to reach special audiences with nically as good as thirty-five?
information of particular interest We always advise unwarv col-

The Wilding camera crew goes up in

the air for American Airlines The
American Way.
• The exaggeration of ntws
and gossip emanating from
Hollywood producers of the so-
entertainment films has
called
undoubtedly influenced the pur-
veyors of information regarding
commercial production. Other-
wise how can you account for
these two leads from rival movie
trade papers? From Variety of
September 20, last:
"Production of commercial
shorts in the United States has
suffered a serious decline during
the past six months."
From Daily of September
Fili?i
21: "Upswing of commercial
screen advertising starting
fall was predicted yesterday by
ad. firms which have interested
their clients in this medium
reaching the public."
The truth is, of course, that
]'ariety's statement is unauthori-
tative, misleading and baseless.
.\s a matter of cold fact the
tribution of one-reel subjects and
of longer films such as that typi-
fiedby Westinghouse's Middleton
Family is now greater than at
any other period in the hi.story
of the .screen. Pictures like
Make Chevrolet .shorts.
Steel, the
Trees and Men, and Air Wares
(RCA) have been immcnselx-
popular with audiences. Variety's
rumor-mongering is not based on
the These show that
figures.
more money was invested in film
production during the last six
month period than the one pre-
vious with a large percentage of
CAMERA
NEWS & REVIEWS
to groups alone. In this
these
field the increase in the number
of sponsors and in the amount
annually invested has doubled
and trebled. But here the greatest
difficulty lies with a similar
quality of misunderstanding typi-
Douglas Churchill's Holly-
fied in
wood column in the Sunda.v Xeie
York Times of Octolier -2-2 in
which he quotes one John Went-
worth thus:
"The sixteen-millimeter
prod-
uct is technically as as
studio-made features unions
have not yet established any
rules which has kept labor cost
this low. The raw stock costs but
two-fifths of the thirty-five milli-
meter and all equipment is
film,
of at a nominal price. It is not
necessary to pay royalties to
either of the major sound com-
panies Alert commercial film
. . . Audio Productions, Inc., who now
producers strive for subtlety in
dis- their messages and conceal the
theme with bathing beauties or
with interesting educational ma-
terial."
For Mr. Churchill's informa-
tion, motion picture production
Men by direct sixteen-millimeter pho-
tographic and sound recording
methods is about as comparable
to the standard theatrical thirt.v-
five millimeter as systems
a tionally distributed via the Motion
trolley car is to a transcontinental
express. Each serves a purpose
but no honest producer would
attempt to further the impression
that this equipment is satisfac-
tor.v enough to produce films
OF THE NEW FILMS
umnists to remember that it's
what you put before the camera
that makes good pictures not —
so much what you put in it.
4,300 color slidefilm prints
* Cinecolor is just finishing an
order for 4300 prints of the new
Chevrolet color slide film pro-
duced by Jam Handy. Film will
be delivered to dealers through-
out the world. .'3100 prints are
for use in conjunction with re-
good corded narration. Order is be-
. . . lieved to call for largest number
of color slidefilm prints placed
by any commercial producer.
Bethlehem films in production
Bethlehem Company has
Steel
started production of two new
commercial films, according to
Frank K. Speidell, President of
have their camera-crews on loca-
tion inBethlehem plants at Lack-
awanna, N,Y., Williamsport and
Johnstown. Pa., and Sparrows
Point. Maryland. A six-reel film
showing the manufacture and
(Please turn to page id)
AMONG THE NEW RELEASES
(Top to bottom, right) — Eveready
Prestone's Anti-Freeze short, lensed
by March Time, is now being na-
of
Picture Bureau of the YMCA: Castle
Films present (second and third from
top) a new sound movie for Lily Mills
thread. Three scenes below: Ameri-
can League stars and Chicago Film
Lab technicians finish up Touching
AM Bises. the League's 1940 four-reel
#T^
cound movie.
 WHAT YOU WANT TO KNOW ABOUT
MODERN TALKING PICTURE SERVICE
1. We will offer expert a(iviee ami experieuee foryourennsideralidii oCiiHini; iinluslrial talking pielures.

2. We will liand-pick your aiidieiiee — ftickinfi prospects tnily.

3. We have esiablislietl operations in 8(1 markets throughout the U. S.

4-. Our eurrent elienls are eiilhusiastie, anil include the best in U. S. business.

Talking pictures lend lasting stimulus to sales. But first your prospects must see the picture. Or your money
is clown the drain. A
film is as valuable as the distribution it gets.

Yet you ilun't want In pay for waste circulation.

Therefore Modern Talking Picture Service was established. We can l)uil(i an audience oi your jirospccts only—
in spots or nationally. And report to you how well your program is received.

Name your market. Women? Grocers? Truck buyers? Children?

Name your cities. North? South? East? West?

The facts we will show you prove that such prospect-markets will sit to pay interested attention to your talking
picture as distributed by Modern Talking Picture Service. Because it is our lousiness to segregate your market
from the expensive mass.

Write to Modern Talking Picture Service today. An organization willi the distributive set-up to hand-pick

your audience. Any cities. Any sex. Any class, age or job.

MODEIir^ TALKI1\G PICTURE SEUVICE, I^C.

9 Rockefeller Plaza, New York City

[10]
 —

Clik-at;.' Film l.;ilM,i.ii

Scenes from the Roquefort Association's B1 GEORGE ENZINGER

sound motion picture feature Magic Caves. Vice-President. Buchanan & Co.

SPONSOHEO FMI.3iS
READERSHIP
ACHMEVE A MP I E it T M S M i\ G 'S U Hi il E S T GOAE
Jt Astonishment is a mild word for the shock that would have in fact than any other known medium except radio broadcasting.
strurk the advertising space buyer of 25 years ago, had he That medium, the motion picture, bids fair to become the
been asked by a pul>lication representative to consi<ler some most effective advertising method yet known, for its practic-

"factual evidence regarding his magazine's readership." ability is now assured by a number of soundly organized, eco-

Space buyers were just getting used to reliable and authentic nomical <listribulion plans.

circulation reports, and were all pretty well convinced that the This may all sound like unproved theory to the backward
Audit Bureau of Circulations had solved for all time the problems advertising man who has not yet tried the motion picture as an

of scientific selection of advertising media. advertising medium.

Today scarcely an hour of the space buyer's day passes with- I, myself, have always believed that buying and trying is a

out a new "readership" or "listening audience" report! Gallup more satisfactory and more economical method of finding out
Surveys, Crossley Ratings, and many other attempts to prove, by than theorizing and surveying. So I much prefer to provide

fact-finding investigations, what part of the total readers actually an answer to the doubters with an actual experience.

sees or hears your advertising message, are the order of the day. A little more than two years ago we released a motion picture
Advertisers ha^e ceased being shocked at the small per- entitled, '"Magic Caves," for our client. The Roquefort Cheese
centage of guaranteed circulation that sees and reads any gi^en Association of France, which presents an interesting picturiza-

advertisement. Even full page advertisements rarely get over 50 tion of the making, packaging an<l distribution of Roquefort

to 75 per cent rea<ling —and smaller ads much less. The top- Cheese. The legendary history of this famous epicurean delicacy
ranking all star radio programs rarely rate more than 35 per (it dates back more than 2,000 years) and the picturesque sur-

cent of the listening au<Iience at any particular time. roundings in which it is made, help make this picture an enter-
What then should be the reception of a new major advertis- taining 14 minute short, although no attempt is made to lean

ing medium that can guarantee not only a 100 per cent reader- on extraneous entertainment material or "big name" talent.

ship, but a concentration on your message that may last any- The nature of this picture calls for distribution as an edu-

where from one minute to half an hour or more? cational feature, and to that end the services and facilities of

It seems high time that space buyers begin to realize and take the YMCA Motion Picture Bureau have been utilized. It is exhibit-

seriously the fact that an advertising medium with this coveted ed largely in schools, colleges, women's clubs, Parent-Teacher
and Utopian advantage can now be bought — that its circulation Associations, church societies, camps, and some theatres. Since

can be assured in figures running well into the millions, greater its release several million people have (Please turn to page 28)

[11]
 .

Number One of a New Business Screen Series on Films in Industry:

I. MEAT PACKING
MORE PIGS TO MARKET FOR ARMOUR, SWIFT AND
OTHERS WHO USE MOTION PICTURES & SLIDEFILMS Huilnii Hctlnies Films

• Xo Industry has a stronger w!tli only one recent venture into .Somm., three reels (later cut to films were White Magic, (talking,
hold on the interest of the con- motion pictures, a film produced two and then to one reel) was five reels of 35 mm., and one
sumer public than meat packing. a few years ago and exhibited produced. This was revised in 1800-ft. reel of 16 mm.) made in
Perhaps for this very reason too again recently in the Compan.v's 1029 to a 16 and 35 mm. silent, 1936. This was for showing to
little educational effort is expend- "Star Theatre" at the San one-reeler. Feeding the Xation. the baking industry to interest
ed by this industry. Educational Francisco World's Fair. This In 1929. also, a two-reel, silent, bakers in showing the picture to
exhibits for the schools, cross- film, The Romance of Foods, has l(i and 35 mm. film. Along the housewife groups, P.T.A., wo-
section charts for dealer and class- also enjo.ved wide popularity in Road to Market, telling of the men's clubs, etc. There were also
room walls and consideral:ile re- the school field. proper way to raise profitable a few showings in regular theaters
search activities form the greater A third and noteworthy arrival poultry, was produced. This was in smaller towns. The picture
part of the packers" public rela- in the field of packing industry later revised to a one reeler. told the story of the superiorit.v
tions program. sponsors is Visking, maker of Chickie. of baker's cakes over home-baked
For two of the nation's largest synthetic frankfurter casing ma- In 1928, a film for plant sales- cakes as to variety, convenience,
concerns in thisfield, both motion terial. Visking's sound slidefilni, men. The All-Seei7ig Eye, was and nutrition value.
picturesand sound slidefilms have Stripjied for Action, is being produced. This was four reels, So successful was this film that
worked wonders in this education- widely shown by the Corpora- and silent, although sound was Tlie Doctor's Daughter was the
al program and in the improve- tion's salesmen to packers and addeil later. A version for the result. ]Made in 1939. this film
ment of retailer relations and the sausage makers in .Vmerica and Uraneh House Sales Division was is a talkie, starring F^rank Con-
training of salesmen and other Canada, with consideralile success also made, called. Logging the roy (currently featured in Tallu-
employees. Swift and Company reported in recent mouths. Few Salesman. Sound was never adde<l lahBankhead's The Little Fo.re.'<)
has been one of the foremost u.sers other firms reported use of films. to this edition. Another film, and other well-known Broadwa.v
and Armour the other. Of the educational rather than ad\ertis- and Iliillywood stars. The in-
two. Swift's use of the medium SWIFT & COMPANY FILMS ing in theme, and showing dairy tendeil audience for this picture
has been more general with Swift & Comp.^xy's experience and poultry operations, was made is the same as that for H'/ofe
dramatic nu)tii)n pictures and with motion pictures and slide about the same time. This con- Magic, with an important addi-
Technicolor slidefilms the latest films dates back to 1019. At that sisted of nine reels of 10 mm. tion. The Doctor's Daughter is
order of things. Armour con- time, a public relations film. The motion picture film. XI designed that the center sec-
sistently uses sound slidefilms Texas Trail to Your Table, silent. More recent and ambitious tion, an animated sequence show-

[12]
 iiig the processes of digestion, can (lays period which is now tlie

lie out and shown separate-

lifted average maximum
time required SWIFT AND COMPANY PRESENT
ly to student groups, classes, etc. for films to be shown.
ff
The picture tells the story of the .\ second difficulty was in the

place in the diet of the carbo- picture itself, many times, for in
« • *
hydrates offered by baked foods, attempting to show a "typical"
Produced by George Haig & Mercer Francisco
and combats foolish and extreme sales presentation the film en-
Directed by David Pincus
food faddishness of all kinds. countered sectional differences
Other moving pictures used In- that nullified the effectiveness of
Swift & Company are the Easter its message. For instance, the
THE CAST
Dr. Chapin Frank Conroy
Premium Ham films, in use
each California salesman could not find
Mrs. Chapin Lea Penman
year since 1!)'20. new films being anything "typical" about the
Elizabeth Chapin Martha Scott
produced each year for distribu- difficulties encountered by a New Stanley Blake Boyd Crawford
tion at Easter. These films, first Englander and would scoff at any Ned Chapin Raymond Roe
silent, now
sound, are 100 feet heavily dramatized sales training Roberta Helen Dawdy
trailers and each reel carries the tliat was not exactly applicable Artemus Charles Benjamin
name and address of the dealer to him. For this reason .\rmour
and Evelyn McGuirk. Edmund D'Orsay. Bruce
who has arranged for the show- has discarded dramatized sales
Elmore, Lois Bulton. Elmer Jerome, Katfiryn
ing. Other trailer-type films that training and in its current series
Bishop, Jeri Anne Raphael, Almira Sessions,
have been used from time to time relies entirely on telling about
Butler Hi.xon, Dick Rauber, Zamah Cunning-
for special advertising promotions the product and its good selling ham, Pierre D'Ennery.
have proved successful on Quick I
oints. * * *
Arrow Soap Flakes and Allsweet In the past four years Armour Synopsis: The Doctors Daughter is a fast-moving, entertaining
Margarine. has sponsored eighteen sound motion picture, professionally directed, photographed and acted. It
These have all been is free from all suggestion of advertising, yet convincingly demon-
Starting in 19;5'2. Swift & Com- slidefilms.
strates the nutritional value of wholesome baked foods in the daily
pany began to use the slidefilm thirty minute, black and white
diet of Mr. and Mrs. America. The film shows how pastries and other
type of presentation for its own >trips. I-IO prints of each film
forms of baked foods contribute to the well-balanced diet. Food
organization and for dealer meet- are made and sent to the Armour fads and reducing pills are thoroughly debunked in the picture.
ings. Three films of this t.vpe. liranch houses where they are "The Doctor's Daughter" is available for public showings at
Purelij Pergonal. The Big Attrac- >howu to .\rmour salesmen on women's clubs, schools, colleges. P.T.A. gatherings, church meetings,
cooking schools, and special audiences everywhere. Bakers, large
tion, and Tlie Mark oj Champ- Illustravox "Junior" machines.
and small will sponsor showings of this film in their respective dis-
ions,were produced, designed for Some of the most effective re- tricts. State and local bakers associations, club secretaries, and
showing to dealer organizations, cent subjects have been entitled educators may make advance arrangements with Swift & Company.
and suggesting methods of better- Bringing Home The Bacon, (a
ing their business. film for dealers). Lard Makc-i Tuo of the prin-
Similar films have been used Dough. Cold Meaf.f Mahe Hot cipals in "The
continually from that time to the Profits and E.rtra Profits Coiyie Doctor's Daugh-
present, the latest being the 19.S0 In Cans. ter," the Swift

Advertising Presentation and a S: Company ed-

merchandising film, ^u-ijt. a Serv-

THE VISKING SLIDEFIL^I ucational film.
Stripped for Action
Visking's Martha Scott,
ice In.':fitutio7i. Both of these
s h o ws
packers and sausage uho is promi-
are intended for showing to the
makers how to save money in nent in televis-
Swift organization. Other films,
ion and on the
skinless production of frankfur-
both motion and slide, are used air and who was
in the Swift training school for
ters by the Visking process.
in "Our Toicn."
sales and operation men. Shown by the Company's own
is the doctor's
salesmen who bring sound slide
ARMOUR & COMPANY daughter. The
equipment into the prospect's
USE SOUND SLIDEFILMS boy friend is
office or plant, the film has Boyd Crawford.
The story of Armour's use of achieved an expected success.
slideftlms begins in when F. More than just an exposition
19.'35
A homely scene
Vi. Specht. Vice-President in of the process itself, the slide-
at the Doctor's
charge of sales, originated the film gives the prospect lessons in
family tahle.
plan to provide sales training for sales technic)ne. -Additional sub-
.\rmour field men by the use of ject matter makes the film a u.se-
sound slidefilms. fid tool for showing to production
The first series of films were and sales staffs of the jjrospect.
produced by the Jam Handy Uniform production results, sav-
Organization for release in 1!).'!5. ings in production, increased
These subjects were designed to speed of output and the final sales
introduce more effective sales pointers are covered in the press-
presentations to .\rmour sales- ing and filmstrip produced for
men and jobbers through meet- this Chicago manufacturer. In
ings in the Company's 1-tO branch promoting showings. Visking used
houses. The first difficulty en- front cover space in the meat
countered was the reluctance of packing trade journal Meat, and
the branch managers to arrange the subject has received wide
for immediate showings of the ])ublicity in other papers.
films andwas often four months
it Wilson & Company used a
after release before the films had sound movie at the Chicago Fair
been seen by all employees of of '3;5 but no subsequent activity
the various Armour branches. in films is noted.
Contrast this with the thirty {Please turn to next page)

13
 And in final summary, it would pay the
THE FUTURE OUTLOOK eational material.
Women's Clubs and other groups
Parent-Teacher Groups,
intensely meat packer well to examine his dealer re-
The usual plaint of the company which interested in consumer education would be lationships. Perhaps the sound slidefilm will
used film material back the pioneer days
in excellent audiences for well-produced pro- l)e an adequate means of keeping his sales-

of the silents and in the first years of sound grams. men on their toes as well as assuring the
was heard by Business Screen surveyors who The 6.000-odd schools now equipped with loyalty of the retailer. These accompanied
contacted every outstanding representative of sound projection would also swell the total by a program of consumer buymanship edu-
the meat ijacking industry in conipilinf>' tliis of satisfactory audiences.Business Screen cation would go a long way toward raising
report. surveys among the packers indicated that both standards and profits for the meat pack-
An unfortunate experience registered by a the principal drawback was a general lack of ing industry.
previous production has taken one or two knowleilge concerning these now greatly- Editor's Note: This is the first of a series on
firms out of the ranks of users but the general increased audiences. Most files date back films ill various lijies of industri/. The second,
sunlmar^• shows that a majority of the meat several years and the world of commercial describing the use of films in the food indus-
packers make no use of films simjjly because and educational film distribution has moved try, will be presented iti these pages next
they are not all geared up to public relations on swiftlv since then. month.
or do little or no sales promotion or training.
That the meat packers have missed the
mark in smart consumer education, that they
have neglected a great chance to cooperate
with the schools in supplying educational The Advertising Agency «& Films
subject matter is not to be denied. S(une
of this is done but the acceptance and demand A very rare example of getting down lo brass tacks was noted recently in
is far greater than the present supply.
a Young & Rubicam advertisenient of that agency's services which pointed
Not in the field of dealer relationshijjs has
the packing industry failed, but it has missed out that "an agency, in order to offer completely effective service, must
a great opportunity to better its cause with be familiar with many media, master of many techniques, expert in many
the consinner by not supplying enough edu-
fields — too many for anything else than a variety of individual talents, co-
Below: Scenes from the neiv Visking slidefilm ordinated into a smooth working team."
"Stripped for Action," now being shown.
Since the agency's copy had included "commercial movies" in a verbal

roundup of media open lo advertising, we are glad to accept this further

accolajle of recognition on behalf of our industry. We are sure that the

agency's knowledge of commercial motion pictures and slidefilms is funda-

mental enough to assure clients of a square deal and their money's worth
should an opportunity to employ the film medium present itself.

Too often, in recent years, has the knowledge of media been interpreted
lor understanding. Through decades of white space, agencies bought
without regard to readership controls now recognized as indispensable;

the early years of radio were a sad era of inexperience and wastefulness.

Certainly every agency which has employed the film medium recognizes
its importance. But using it wisely is apparently a different matter. Other-
wise we might not have had the loo-recent spectacle of seeing thousands

of dollars expended for lavish production without the least assurance of

the picture's eventual distribution. Again, we should not have had the
discouraging experience of watching a first class amateur camera "nut"
apply his homely talents to the purchase of highly technical motion
picture production.

We know that common sense and past experience will dictate a searching

self-examination on the part of all agencies whose clients should employ

the tremendous power and efficiency of well-produced commercial films.

That an ability to evaluate the differences between the too-numerous wild-

catters and long-established experienced producers, a thoroughly helpful
laison between the client's needs and the producer's technical requirements
and, in short, a genuine understanding of the film medium will be the
happy result, we cannot doubt.

That is all "commercial movies" ask of Young & Rubicam.

Bu'Hii
—O. H. C.

[14]
 —

Films Via TELEVISION

N.B. C, Don Lee, Zenith Programs
Bring Sponsored Films to Audiences

• VnrwixG TELEVISION' 's further development

as a possible means of extending the distri-
bution of commercial film subjects, both film
sponsors and producers have regarded with
interest the increasing use of these sponsored
subjects on recent telecast programs.
First-rate General Motors films were viewed
by members of the Don Lee chain audiences. E.rperimental television programs of
Leading the Pacific Coast stations in early the Xational Broadcasting Company
television experiments, the Don Lee stations —
are of two types studio pick-ups
used an entire series of commercial films in (with live talent) and motion picture
their first outstanding film telecasts. The picture above shows the
films.
In Chicago meanwhile the experimental film being placed in the projector
station operated by Commander Eugene Mc- (center) and run off exactly as in
Donald's Zenith Radio Corporation is absorb- any entertainment theatre.
ing the total commercial film output of one The XBC control room associated
Chicago producer. Such subjects as the Na- with film projection equipment is
tional League baseball film, the National shown Engineers are .seated at
(left.)
Dairy Councirs recent release, the Wisconsin control equipment auaiting audio and
Conservation Department feature and others video signals.
have been used on programs originating from
this studio three times each week from seven
and thirty-seven silent features have been vised from our studio and seen by customers
to nine p.m. Altogether fourteen sound films
televised to date. on all floors simultaneously make the new
The announcement last month of the Col- medium a 'must' among selling methods."
umbia Broadcasting Company's new tele- "Televisuals," he stated, "are part of an im-
lia* this the world's first telecast of an actual
vision transmission "schedule" from the studio portant experiment to determine the type of
surgical operation? American Television sent
in the Chrysler building in New York city motion picture technique required for the
jiicturcs of this operation at Israel Zion Hos-
brought another important entry into the proper exploitation of merchandising by tele-
pital in Brooklyn. Xeic York, to a distant
limelight. The National Broadcasting Com- vision for the consumer."
medical classroom.
pany, has been using films in its telecasts from Bloomingdale's thus established itself as the
Kadio City for many months. During the New first .\merican department store to make a

York World's Fair, N.B.C. used hundreds of practical application of Television to mer-
commercial reels on television programs. chandising. The drama and excitement of
Most practical of all television uses has merchandise become audible and visible
apparently been the localized department through "televisuals" will remain in the store
store system set up in Bloomingdale's. Here as long as the customer shows interest in this
individual receivers are placed on various new advertising medium, according to store
floors and a central studio connected by co- executives.
axial cables from a top-floor location. The
first commercial film production especially
for television purposes has been under way THE POWER OF FILMS TO SELL
in the .\storia. Long Island, studios of Audio
" * There an old proverb which says,
is
Productions. Inc. where the first "televisuals
American in that the road to learning
effect,
were prepared for telecasting.
through the eye is twenty times as
Television Company handled the installation.
l)road as the road to learning through
Bloomingdale's own brand. "Barbara Lee."
the ear. This same theory has been
fashions were featured in the first film as well
stated at other times in the form of a
as the story of 14 months old "Junior" who
mathematical formula crediting 87
wisely chooses Guardian Shoes and Tot's
per cent of our impressions to visual
clothes from the "Young World" department.
sensations and 6 per cent to auditory
Through the first "Televisual" Blooming-
sensations: however, the proof of this
dale's paves the way for an entry of national
absolute proration does not seem to
advertisers into television as an advertising
be adequate to warrant the accept-
medium. Tests in May of this year elicited
ance of the statement in this most
the statement of I. A. Hirschmann. Blooming-
definite form Gordon B. Palmer.
dale's vice-president, that "the clarity and
incisiveness with which merchandise is tele-

[15]
 —

• From New York City to Los Angeles. BY LAWRENCE M. ROSENTHAL

from New Orleans north to Chicago and be-
because ^linute Movies were liked they sold
yond, motion picture advertising has success-
merchandise.
fully advanced to firm intrenchments in
Circulation' Box Score
nearly every large U.S.A. city. The "push"
For the advertiser who has not kept posted
has not ended, but enough gains have 'been
on these advances the resume of availal)le
con.solidated to answer those business execs
coverage (taken from records of the largest
who tliink of movie advertising as a small national company in the field) will prove
town proposition.
startling: Every city in tin- U.S.A. with more
It is true that this newest of major adver- than 500,000 population now offers worth-
tising forces was born and nourished in rural while coverage, both in amount and desirabil-
sections. Big city movie palaces, located in ity for most types of advertised products.
highly congested areas, were able to maintain There are thirteen such cities in this group
respectable profits through a selection of good with a combined population of 20.8-t8.5-l'2.
programs backed up by worthwhile promo- There are available 900 theatre screens in
tions. "Tank town" theatres eyed their own these towns with a total circulation available
less favored locations .solemnly and selected of 8.008.099 per week! This means an over-
motion picture advertising as a means of add- all circulation which equals 37% of the total
ing to their slim revenues. The use of their combined population. A few individual fig-
screens sold to local advertisers by various ures may be of interest:
film companies, showed enough profit to at- Theas. Avail. °o oi Circ.
tract thousands of theatres. City Population Avail. Circ. to Pop.
New York City 6,930,446 291 3,157,540 46°o
The business depression of the early "30's. Philadelphia 1.950,961 75 648,795 33°o
plus a change in production technique (see San Francisco 634,394 39 312,863 49°o
Los Anqeles 1,238,048 69 478,990 39'>o
Business Screen, June 1939) brought this
Chicago 3.376,438 98 950,062 SS^o
nascent medium a golden opportunity. When,
The next largest group of cities is comprised
in 1933, a number of film companies united
of those with populations ranging between
to sell motion picture advertising,
national
250,000 to 500,000. Some coverage is avail-
they found
the big advertisers anxiously
able in all of these twenty-two cities. In four
searching for a new type of promotion wea-
of them, however, the coverage is either so
pon that could create sales in the then stag-
small or is gained from such unimportant
nant business situation. Many an ad mana-
theatres that these four cities are counted as
ger cast covetous eyes on this new medium,
not recommendable. Notable example
only to shy away when it appeared that at
AVashingtou, D,C. The other eighteen have
this early stage of development there was
sufficient coverage.
not suflicient desirable coverage available in
Taking an over-all look at the list of the
the big city markets.
twenty-two cities we find they have a total
Then, out of these same business doldrums, combined population of 7,665.0()4. Four
big city theatre exhibitors feeling the need for hundred fifty four theatre screens are avail-
additional revenue, were willing to make their able with a weekly circulation of '2.985.97-1!
screens available to national advertisers whose Translated into simpler figures this means
Minute Movies would be on a par with fea- that the weekly available circulation equals
ture ])ictnrc production. 39% of the total ]i(i|iidatioii. Individual
Perfect timing — timing no man could examjjles follow:
create but timing that a new industry could
City
use to its advantage. First they gathered Houston, Texas
the large independent theatres. Then the Indianapolis, Ind,
push widened to include the capture of several Louisville, Ky.
Kansas City, Mo,
important theatre chains. The advent of im- Minneapolis, Minn,
proved audience attendance in 1936-37 did Oakland, Cal,
not cause these theatres to withdraw adver- Cincinnati, O.
Jersey City, N.J,
tising privileges as had been suggested. The (Not recommended)
managements liked the extra revenue the . . . In an article as brief as this it would l)e of
audience liked these minute .shorts and . . . little value to sur\rv iiidiviilunllv cities
 A Saryey of Their Present
Tlie soiind glidefilm is the simplest of all
commercial screen media, yet within the
first decade of ite development it has be-
come one of industry's most nsefnl tools.
Technically nothing more th?>n a series of
still pictures on a strip of film to which has
been synchronized an electrical transcrip-
tion carrying voices, music and sound effects,
the sound slidefilm may achieve uncanny
realism through skillful blending of the ac-
companying sound and the pictures.
In five years the number of machines in
use has increased from approximately 500
to more than 25,000. Most extensively used
for the training of all classes of salesmen and
service employees, the 8lidefilm''s use for the
direct solicitation of consumers, for the im-
provement of public and employee rations
and Potential Fields
through educational subjects and for the
improvement of dealer and jobber relations
has considerably widened its scope.
Most widely employed in its early years
by the highly competitive and alert auto-
motive industry and by its affiliates in oil,
rubber and accessories, the glidefilm has won
a place in almost every type of business.
Where it is now employed, safe to hazard
it is
knowledge of its powers rather
that a lack of
than the medium is to blame if there are
salesmen or service employees in need of
New applications and improved
training.
means of applying them are being found
nearly every day.
There is no conflict between the slidefilm
and the motion picture. Each has ite place
in the field of visual media. The compara-
of Service
tively lower cost of the slidefilm program
and ite adequacy for many forms of simple
training have won it a place almost com-
pletely outeide the practical scope of the
.motion picture.
In many instances, especially in the field
of training, the methodical stop-motion effect
of the slidefilm has a particular effective-
ness in putting across a simple series of
ideas and their desired conclusions. Cer-
tainly,on the other hand, the still scenes of
the slidefilm strip would not be satisfactory
for the demonstration of moving machinery
or processes of manufacture. Nor is it suffi-
ciently entertaining or dramatic enough to
interest mass audiences accustomed to mo-
tion pictures by long experience.
(Please turn to next page)
 A
startling semblance of action work techniques, etc. With com-
is expressed by the frequently paratively
changing scenes on the film strip
and by clever synchronization of
What Is a Slidefilm? the busi-
little effort,
ness executive can determine the
exact nature of his problem and
sound and voices. The • Frank Freimann* defines illustrations as they are pro-
effects compare it with those enumerated
comparatively short time required the sound slidefilm as a jected on the screen. On a here.
to produce one of these disk and "series of interesting still pic- filmstrip of standard 35inm. One of the industry's cardinal
filmstrip programs, the low cost tures illustrating the subject size, from sixty to one hun- axioms is important . . . the use of
of duplicates and reproduction matter, nuiiuially sychronized dred scenes may be included tile medium is not recommended
equipment and its extreme porta- with the audible text by the and either a l'-2 or 16-inch disc for most concerns unless a con-
arc further factors contri- operator, who receives his contains the spoken or musi-
bility tinuous program is determined
buting to present widespread cues for advancing the pic- cal accompaniment.
its from the very beginning. One
popularity. tures from a melodious tone Such equipment may be slidefilm may accomplish a great
superimposed upon the re- operated on either AC or DC deal of good but the maximum
WHEN TO USE SLIDEFILMS cording. The pictures are current and its cost ranges effectand value is only achieved
changed as frequentl.v as nec- from as low as $30 to $40 up through long and consistent appli-
As Business Scree7i's survey of
essary to follow the sequence to slightly over $100 for the
nearly two hundred users (repre- cation of programs in series.
of the continuity. Each pic- finest possible unit. Modern
senting some thousands of indi-
ture is arrested long enough equipment weighs as little as THE COST OF SLIDEFILMS
vidual programs) .so amply illus-
to illustrate a thought to be ten pounds with the heaviest Like advertising, the cost of
trateson other pages of this issue,
absorbed by the audience." units totaling less than forty slidefilms should notbe computed
the slidefilm is most widely em-
Another definition would pounds. The cost of produc- for a single subject. Unless used
ployed as a salesmen training de-
describe the sound slidefilm ing subject matter includes for some special need, slidefilm
vice. Especially in far-flung
equipment as an electrically photography, recording, dup- programs must be computed in
organizations such as those repre-
amplified phonograph com- lication, etc.; also provides for series for maximum effectiveness
sented by members of the auto-
motive, oil, and the tire industries
bined with a filmstrip projec- recording artists, photo- and for economy as well. Such
tor. A recorded program de- graphic models and adequate programs cost comparatively less
is the medium most useful.
scribes the accompanying preparation of the script. on the second, third and fourth
"Freezing" the original plans,
•Eleetro-Aeoustio rrodiicts Company. Ft. Wayne. Indiana. In a speet program in the line and therefore
suggestions a n d inspirational li

liresented before tlie Society of Motion Picture Engineers. doubly earn their already reason-
thoughts of the headquarters
able price.
management unto a recording, the
Futlier than that, the cost of
slidefilm brings a clear and un-
slidefilm programs depends on the
changed pictorial and spoken ver-
type of subject matter used. If
sion without any change in con-
the script calls for a dramatic
tent or meaning.
story presentation requiring pro-
Besides training of salesmen,
fessional voice and picture talent
retailers, clerks, etc. the sound
it will surely be more expensive
slidefilm employed to convey
is
than a straightforward industrial
short illustrated "lectures" on
or commercial presentation mini-
matters of safety, employee rela-
mizing the voice to a single an-
tions and to instruct all types of
luiuncer and straight industrial
service employees in matters of
photography.
mechanical ojjeration, improved
Dramatic treatments, the use of
color, and other elements enter
into the cost of .slidefilms. W'ith
all these, the total cost
be will
THE COVKR SUBJECT
OF THIS SECTIOX IS far lessthan a sound motion pic-
BY r.\MEIH, INC.
ture though there is no compari-
son since each has its field of
usefulness. A great many dra-
matic programs shown to audi-
ences on a national basis appear
to average from $1,500 to $'2500
liir subject, complete.

PROJECTION TABLES OF SCREEN SIZES FOR SLIDEFILM SHOWINGS

Picl^tre Si^es (in feet) When Horizontal Double Picture Sizes (in feet) When Single Frame
Frame Film Is Shoion {The proportions are re- Film is Shown

Equivalent
Length
Focjil
of Lens

( l,.-n ) Sci-iies from

Ihi- li.'w safety
sllili'film TiL-fc-ns-
lvi> lulvlng" just
reluased by the
National Safety
Council.
 .

COLOR IX SLIDEFILMS agination for interpreters have

Kodachrome is widely
being been trained to follow a transla-
employed for full-color photog- tion of the scriptand deliver the
raphy of slidefilm subject matter. appropriate lines for each frame
Since color noticeably increases in the native tongue of the
the cost of both original and audience.
duplicates, its usefulness must be * * *
carefully determined. Identifica- Using the old selling slogan,
tion of product colors as in tex- "Tell 'em ichat you're going to
tiles or of brands and packages tell'em; tell 'em; then tell 'em
may be worth the price. Again what you told 'em," Camera, Inc.,
color can best tell the story of Chicago producer, has released a
products sold by color appeal, new slidefilm for Atlas Tire and
either partly or wholly. Supply Company which intro-
From Kodachrome originals to duces a fresh note into sales meet-
Technicolor is a simple step. Less ing procedure. To combat the
expensive than either of these is weak method of introduction
Cinecolor. Here it is necessary which .sometimes seals the fate
to make some sacrifice of color of many slidefilm sales meetings.
exactness but general eye-appeal Camera. Inc. has supplied an in-
value is still excellent. Best of the troduction on the film itself on the
recent sound slidefilm color sub- iiack of the record which may
jects seen recently by Busines.<: ^erve either as a direct introduc-
Screen were an Owens-Illinois tion to the film and be incorpor-
presentation in Technicolor and a ated in the presentation, or as a
new Swift & Company presenta- The new lightweight slidefilm projectors are ideal for desktop presentations
guide to the sales manager who
tion of advertising in original Company, whose silent film strips presented to native food dealers may review this portion of the
Kodachrome. have been shown and appreciated in this manner have resulted in p.i'oduction beforehand.
Also con-
Hand coloring of individual in such out-of-the-way places a larger orders for the Company's tained on the same disc is a quiz
slidefilm frames is also satisfac- Java. Sumatra, Indo-China. and line of canned foods. These films section which can be used at a
tory though the number of ex- the Malay States. What is more, might even be called "sound" subsequent meeting and serves to
perts qualified to do this work is Libby has found that messages slidefilms by a stretch of the im- check the effectiveness of the sub-
dubious. Ordinary black and ject as a training device.
|]|||||t(m!|m||i!!fi)ii||fi)miiiiitiniiimp^^^^^

white frames containing subject * * *

matter which would be better
presented in color are selected and
hand-tinted at the average price
SOLVING YOUR PROBLEMS WITH SLIDEFILMS Scheduled for widespread show-
ing this fall and winter is The
[|yiiiiiiiiili:illl|]llllilillllllllijliiiui'lllildiljllllllilll[)ll!lilllllilllllllli1]|lllllllliu[|l<illlliilillliil^^

Winner, a new sound slidefilm

of 50c to one dollar per frame. The following discussion of the study of the medium. This report produced for American Brakeblok
extensive uses of sound slidefilms is the first of a series now written
No splicing is necessary and a was written by Boh McFarland. exclusively for Business Screen by by Paul Harris Productions,
wide range of colors is possible. slidefilm equipment specialist and Mr. McFarland. Another instal- Chicago. The subject is designed
Gustav Brock of Xew York City head of the firm of R. M. McFar- ment will he presented in an early for training meetings before job-
land Associates who has made a issue of Business Screen.
is one of the few individuals bers" salesmen and tells how one
qualified to do this work in de- 1. TRAINING YOUR chandising . . . your salesman earned a promotion and
pendable fashion. OWN SALESMEN— sales aids. You can "won the girl" by improving his
Surveys among a teach your salesmen
MUSKAL PRELUDE DISCS large number of sales how to analyze their
sales technique. With showings
of the film the .\merican Brake-
The recent announcement by R. organizations show own territories . . .

blok Company plans to use a

M. McFarland S; Associates of that about 20% of the select their prospects
33 1 3 musical records now makes average sales forces questionnaire to drive home the
customer approach
. . .

available some excellent prelimin- produce approximately proper demonstra-

. . .
technique presented in the film,
ary music which can be played 80 °o of the sales. One of the most tion how to overcome objections
. . .
riculum did not profit from the
while the audience is arriving and important jobs of every Sales Mana- . meet competition
. . the proper . . .
* * *
being seated for the slidefilm ger is to increase the efficiency of way to close sales and finally how The J. I. Case Company has
program. Three 16 inch records the border-line producers, who com- to salesmanage themselves and their lieen using slide films for a good
are available with swing music, prise 80 °c of his staff. Available territories. many years and produce any-
marches and college med- records show that the efficiency of 2. TRAINING JOBBERS SALESMEN— where from three to six a year.
stirring
sales forces have been increased from If you distribute through jobbers They have over '200 machines in
leys. Eight selections are on each
Z% to 37°o when the medium of you have long recognized that your use among branch offices and
record.
Sound-Slide Films have been added product is in direct competition with leading dealers and use the films
to the sales program. scores, even thousands, of other items
TYPICAL CASE HISTORLES Well prepared Sound-SUde Films carried by these salesmen. Spotlight
in the dealers' showrooms. The
dealers invite the farmers in from
.Although the forthcoming issue inspire and educate your salesmen your product in their nunds teach . . .

the neighboring countryside and

of Business Screen will present . . . gives them increased knowledge them more about your product . . .

usually spend the better part of

a majority of the individual case
histories of outstanding slidefilm
users, a few of these are presented
here. Xo attempt has been made
to "judge" slidefilms for individ-
ual merit because of the many
thousands of programs involved.
* * *
Indicative of the universal ap-
peal of slidefilms is the experience
of Libbv. McX'eil.
of your product or ser\-ice . . . teaches it is only htiman nature for a man
them how They
a day showing
films and conduct-
to sell it. learn the to talk about things he knows and
one best way to present your product feels that he can talk about inteUi-
ing an educational program in
and each point about it. Think of gently. Experiences of scores of which new models of tractors,
the tremendous power built up by manufacturers have proven that the threshing machines, corn planters,
your salesmen telling the same story Sound-Slide Film is the one best etc.. are explained and demon-
in the one best way at the same time medium to accomplish this end. strated. Slidefilms have proved
throughout the country. It will de- 3. TRAINING THE DEALER'S SALES- .^.n invaluable sales tool.
velop greater beUef in you and your —
MEN The drones of the sales world . . The Company does most of its
product pride in your organiza-
. . . the most important link in the sales own photographic work and the
tion your advertising and mer-
. . .
(Continued on the following pages) producer lends assistance on the
and Libby liiiiiuiiiiiHiiiiiiiiaiiiiiiiBiiiiiiaiiiiiiiiiiuiiiii
(Please turn to page '23)

[19]
How Business Uses the So u n S I i d ef i I m - 1
 :

ous
real
problem on new products the
need today is for the most drama-
How Business Uses the Sound Slidefilm — 2
tic, efficient, effective and economical

way to introduce new products to the Sales Training

salesforce. jobbers, jobbers' salesmen,
retailers, retailers' salesmen and con-
sumers. manufacturers find Many
that Sound-Slide Films meet this need.

6. THAINING SERVICE MEN- The suc-

cess of many products depends wholly
upon the intelligence of their service 2Q
organizations in the original installa-
tion and subsequent care. There is
no better way than Sound-Slide Films
to make obscure technical details clear DAIRY PRODUCTS
and train service men in the most Beatrice Creamery Co.
Borden Co.
efficient service methods.
Good Humor Ice Cream Co.

7. EMPLOYEE RELATiONS-T o d a y as International Assn. oi Milk Dealers

Milk Industry Foundation
never before in histor>* industry
DRUGS
faces problems on
a multitude of
Bauer & Black Co.
the subject of employee relations. E. R. Squibb & Co.

A few of the more important phases McKesson & Robbins. Inc.

of this far-reaching problem facing DRY GOODS. DEPARTMENT,

management today are building GENERAL STORES
Montgomery Ward Co.
Pride in organization . . . Pride in Sears Roebuck Co.
workmanship and product . . . em- ELECTRICAL INDUSTRY
ployee good-will . . . efficiency . . .
Amer. Water Works & Electric Assn.
wages . . . development of skilled Apex Rotarex Co.
Bendix Home
Appliances, Inc.
labor and office help . . . sales train-
Commonwealth Edison Co.
ing - . - accident prevention . . . bene- Crescent Wire & Cable Co.
fit associations . . . provision for re- Easy Washing Machine Co.
tirement . . . job security . . . elim- Edison General Electric Appl. Co.
Electro Master, Inc.
ination of political intrigues and
General Electric Co. $^
internal jealousies . . . elimination of —
Kelvinator Div. Nash-Kelvinator
wasteful practices and time . . . elim- Proctor & Schwartz Electric Co.
slip-shod work fair Public Service Co. oi Northern Illinois
ination of . . .

Stewart Warner Co.

production standards . . . the border- Westinghouse Electric Co.
line producer knowledge of the . . .
ELECTRONIC INDUSTRY
product ... its uses superioritj' . . .
New York Telephone Co.
. advertising
. .
merchandising . . .
FARM OPERATING EQUIPMENT
Sound-Slide J. I. Case Co.
. distribution, etc.
. .

International Harvester Co.

Films are building mutual trust and
FOOD MANUFACTURING AND
cooperation between employee and DISTRIBUTING INDUSTRY
management. In several cases the General Foods Co.
same films are used to acquaint the Independent Grocers Alliance
Jewell Tea Co.
community in which the factor^' is Krait-Phenix Cheese Co.
located with a better understanding Modem Marketing Service
of the place it holds in that com- >Iational Tea Co.

munity and the way it is ser\'ing both National Biscuit Co.

Pillsbury Flour Co.
the community and nation.
United Buyers Co.
8. CUSTOMER RELATIONS— Sound- U. S. Cane Sugar Refiners Assn.

Slide FUms have provided an effi- FURNITURE 4 HOUSE- FURNISHINGS

Clinton Carpet Co.
cient and economical medium to Home Window Decorators Guild
enlist the cooperation and encour- Joeras Bros. Furniture Co.
age employees to treat all patrons Karastan Rug Mills Co.
and Kindel Furniture Co.
w^ith the same friendliness
Mohawk Carpel Mills
courtesy ... to show the reasons Simmons Co.
behind company policies how to . . .
GAS
handle complaints and returned American Gas Assn.
GRAIN AND FEED
goods in a way that will build good-
Larrowe Milling Co.
will the importance of proper
HEATING AND VENTILATING
. . .

fitting or matching the fallacy of . . .

—
Airlemp Div. Chrysler Motors
never to be kept promises that . . . Evans Heater Co.
each employee guide his actions Fairbanks -Morse Co.
Ruud Manufacturing Co.
bearing in mind that he individ- . . .
Schwitzer-Cummins Co.
ually is the company in the mind of Standard Gas Equipment Co.
the customer, etc. Williams Oil-O-Matic Heater Co.
HOTELS. RESTAURANTS. CLUBS
9. ELIMINATE EXPENSIVE SALES MEET-
Chicago Motor Club
—
INGS The annual sales meeting, in National Hotel Management, Inc.

vogue so long, is rapidly being replaced INSURANCE

Travelers Insurance Co.
by regular monthly sectional meetings
Metropolitan Life Insurance Co.
It is no longer necessary to bring all
LUMBER
the salesmen together at one point National Ret. Lumber Dealers Assn.
for training,nor is it necessary for MEAT PACKING, BY-PRODUCTS
highly paid executives to waste their
Armour & Co.
Libby McNeil 4 Libby Co.
valuable time traveling about the Swilt & Company
country addressing meetings. Sound- Visking Corp.
{Continiied on next page)
 How Business Uses the Sound S I i d e f i I m- 3
Solving Your Problem
Selling Building
Soles Training with Slideiilms
Products Goodwill

(Continued jrovi previous page)

Slide Films are presenting all the
ad\'antages of a head office conven-
II
tion more frequently and efficiently,
yet without the cost in cash and lost
elling time. It provides opportunity
tor monthly inspirational contacts
rather than yearly contacts.

METALS 10. ADVERTISING AND MERCHANDIS-

Toledo Sleel Products Co.
New ways ING CAMPAIGNS-Hundreds of thous-
to make profits
PACKAGING ands of dollars are spent each year on
Dixie-Vortex Co.
1^ Selling manufacturers on Dixie cups elaborate sales and merchandising
PAINT. VARNISH, WAX portfoliosand kits ... a large per
Olidden Co.
Selling dealer on Glidden products
Murphy Varnish Co. cent of which are never used too
National Chemical & Mfg.. Co.
K- Sales training for dealers . . .

Product training for retail clerks bulky . . . hard to handle . . . dealers

Simoniz Co.
1-^ Better Simoniz merchandising won't take time to see ... old stuff,
Walpomur Co. Directed at consumer sales
PETROLEUM etc.
Chelc-Chart Co.
Chek-Chart service means
Today Sound-Slide Films are be-
profits
Cities Service Co. coming more and more popular in
Better service means more profits
Conoco Co.
DeVilbiss Co.
1^ Profitable service tips overcoming these obstacles as they
Better understanding of De Vilbiss allow your salesmen to present the
'Illinois Farm Supply Co.
Jenny Manufacturing Co. t^ Marketing oil to tractor owners
purpose, scope, and application of
Pure Oil Co.
1^ Selling Jenny pumps
1^ Employee training and relations your advertising and merchandising
Richfield Oil Co.
Profitable service lips activities in an interesting, quick and
Shell Petroleum Co.
Profitable service tips
Shell Union Oil Co. efficient manner. They can acquaint
Profitable service tips
Sinclair Refining Co. your organization and dealers with
Increase business from tourists
Standard Oil Co. (Indiana)
Standard Oil Co. (New Jersey)
Better service means more profits the thinking behind the programs
Texas Co.
Better service means more profits . actually show the ads and various
. .

Independent Refiners Service

Better service means more profits
presentation material in any size
Better service means more profits
PHOTOGRAPHY and in color without the need of
General Electric Co.
Popularizes night photography expensive blowups. They permit
PLUMBING SUPPLIES
Crane Co. dramatization of your program and
f-' «^ Product training for dealers clearly illustrate the most effective
PRINTING. PUBLISHING
American Newspaper Pub. Assn. ways of presenting these programs to
Curtis Publishing Co.
1^ Auto dealers en news ads.
A presentation for space buyers dealers.
Mergenthaler Linotype Co.
United Stales Envelope Co. About modern newspaper format 11. PUTTING ACROSS COMPLETE LINE
v^ Dramafic envelope selling
Whitlock cS Co.
Training (or subscription agents — Every manufacturer producing and
RADIO selling more than one product is faced
PhiIco Radio & Television Co.
R- C. A. Manufacturing Co. /^ Selling points of new Phtlco with the problem of getting their
Music appreciation for dealers salesmen to present
Stromberg-Carlscn Tel. Mfg. Co. their complete
Transilone Automobile Radio Corp.
1^ Dealer meetings
«--' Hew to Transitone
install the
line. It is again human nature for
Zenith Radio Co.
RAILROADS
i^ 1^ Introducing the new Zenith the salesmen to sell the product that

Association of American Railroads

sells the easiest for him. Many suc-
Atchison, Topeka « Santa Fe R. R. Promoting travel interest cessful solutions of this
problem have
Chicago, Milwaukee & Si. Paul R. R. The building of the southwest been made with Sound-Slide Fihns.
Chicago & Northwestern Promoting travel interest
R. R,
Training fcr freight solicitors
The prospect is allowed to discover
Illinois Central R. R.
Norfolk & Western R. R. Promotes understanding of I, C. your line inyour salesman.
spite of
Union Pacific History of N. 4 W. R. R. Many wallflower products have stepp-
R. R.
REFRIGERATING INDUSTRIES 1^ Promoting travel interest
ed into profitable stardom.
Bohn Refrigerator Co.
National Ice Advertising Assn.
1^ Marketing the Bohn line
SHOES Campaign for increased ice sales
E. P. Reed Co.
International Shoe Co. t^ More shoe sales by better methods
SOAP t^ About workmen's safety shoes
Lever Bros.
Proctor & Gamble Co. Tells clerks about washobility
Tells clerks about washobility
TEXTILE
BeldingHeminwayCorticelli Co.
L. C. Chase Co. Training department store clerks
National Rayon Weavers Assn. Training department store clerks
Pepperell Mfg. Co. Training department store clerks

TIRES AND RUBBER

1^ Training department store clerks

Atlas Tire & Supply Co.

Dayton Rubber Co. How use budget plan
to
How promote more tire sales
to
12. HOUSE TO HOUSE SELLING—
Firestone Tiie & Rubber Co.
G. cS J. Tire Co. t^ Extensive series for sales training It is the experience of most manu-
Gates Rubber Co. Training for retailers facturers in this field that the average
B. F. Goodrich Co. 1^ Sales advice for dealer
house to house salesman does not
Goodyear Training for lire salesmen
Tire and Rubber Co.
Kelly-Springfield Tiie Co.
i^ t^ t^ Very diversified program stick to any definite plan in present-

Seiberling Rubber Co. How and why to sell Kelly ing their product. As most sales are
U. S. Rubber Co. Qualities of Seiberling products made in the home it is difficult for
TRANSIT Creating dealer enthusiasm
the salesperson to visualize the cor-
Chicago Surface Lines
Pullman Co. 1^ Advantages of surface transit rect procedure through verbal or
Railway Express Co. Principles of Pullman service written instructions alone. Sound-
Reasons for using Railway Express Slide Films are used to portray the
sale step by step as it should be made

22]
in the home. A true pattern of the
encountered
^-arious types of resistence (?cUe <M-lUan>le^ o^ BUde^ilm 1^6reM. Other Leading
and how to overcome it are shown
by means of actual examples. Con- {Continued from page 19) aboutfifty Illustravox and Junior
Slidefilm Users
sumer selling films are also used in script, artwork, animating, and Model Salesmaker Projectors sta- Aluminum Cooking Utensil Co.
this field which to a large degree tioned with each of our district American Fork and Hoe Co.
of course, handlesall of the voice
AC Spark Plug Co.
casting and recording as well as managers. Each district manager American Blower Co.
the making of the prints and also has a set of the four films American Petroleum Co.
and records. They carry this American Research Foundation
shipping. American Stove Co.
equipment with them constantly
RAILWAY EXPRESS FILMS Amity Leather Products Co.
on their regular trips so that they Animal Trap Co.
On the Wings of the Morning, are prepared to conduct film Barrett Co.
a sound slidefilm feature, was pre- Best Foods. Inc.
showings whenever the oppor- Better Vision Institute
pared for the General Sales De-
tunity occurs. In this way, dur- Bucyrus Erie Co.
partment of the Railway Express Calvert Distillers Co.
ing 1938 approximately two thou-
overcome the shortcomings of the Agency, late in 19.38 to spread Carboloy Co.
sand wholesalers" salesmen saw at Carnation Co.
salesperson in the presentation of information in regard to air ex-
least one of our films, and most Caterpillar Tractor Co.
yoxjT product, press among businessmen, social Chocolate Products Co.
of them have seen three or four Clark Grove Vault Co.
13. INSTITUTIONAI STORY—
YOUH societies, and trade and public
of the series. Already this year Consolidated Edison Co.
Presenting the story of your com- schools. Cook Laboratories, Inc.
approximately one thousand
pany, plant, products, manufacturing Each of the agencys thirteen
wholesalers" salesmen have seen
Coolerator Co.
Crosley Radio Co.
processes and executives is an im- district sales managers covering
the films who had not seen any I. R. Crov7der Co.
portant part of any sales presentation. the entire L'nited States is sup- Crown Slove Works
last year, besides re-showings of
However, one often hears "Who . . .
plied with an Illustravox machine Dairymen's League Cooperative
the same films and new films to DeKolb Agricultiiral Assn.
cares about the manufacturer . . .
and record and film of On the
about half of those wholesalers' Ditzler Color Co.
what we want to know is. what vdll Wings of the Morning, and em- Thomas A. Edison, Inc.
the product do for us?" Quite true
salesmenwho saw films last year.
ployes everywhere are asked to E. H. Edward Co.
but only yesterday magazines, "The production cost of our rinnell Systems, Inc.
get in touch with their district
. . .

was based on standard costs Fisher Body Co.

newspapers and trade papers were films
sales manager for showings before Fostoric Glass Co.
full of ads building confidence with for producing films of this type.
civic clubs, schools, etc. The Fox Furnace Co.
plant pictures and other illustrations As each district manager has a Fruit Dispatch Company
district sales manager arranges Globe American Corp.
and approaches. Today it is not the projector and set of films and re-
dates and routes the projector in Globe-Union Battery Co.
fashion to spend your money adver- cords, there is no distribution ex-
his district in such a way as to Hammermill Paper Co.
tising your ability. honest\*. integrity.
pense, unless the cost of holding Hastings Mig. Co.
resources, man-power, etc.. in paid meet the demands with the great- Hays Corp.
the meeting where the film is
white space. However, the desire for est satisfaction toeverybody. Hiram Walker Co.
shown could be considered a dis- Heme Economics Service
this knowledge is subconsciously in Extensive showings were begun
tribution expense. However, even Imperial Paper and Color Co.
the minds of every buyer. January 1. 1939. In the first four Interboro Mutual Indemnity Co.
this expense arises very infre-
Many manufacturers are depending months, the film was exhibited Jewish Charities Assn.
solely upon Sound-SUde Films to
quently when a film showing can- S. C. lohnson Co.
-1-68 times to 77,978 persons.
not be held in a wholesalers" place Kalamazoo Stove Co.
tell this story today much to the
chagrin of the flj'-by-night. loft and
DrXIE-VORTEX REPORTS of business, and it is necessary
Keystone Lubricating Co.
G. R. Kinney Co.
sweatshop manufactxirers. The Dixie-Vortex Company, to rent a hotel room for a few Laundry owTiers National Assn.
manufacturers of the famed line dollars so that the salesmen may Lehigh Na'vigation Coal Co.
14. QUALITY VS. PRICE— Many suc- Leonard Retrigerator Co.
of paper dispenser products, re- view the films. In still fewer Libbey-Owens-Ford Co.
cessful Sound-Slide Films have been
ports to BrsixE.ss Screen on the instances a more elaborate meet- Liie Magazine
developed wdth this theme as a back- Lincoln Motors
use of their four Audivision-pro- ing is held where refreshments
ground. In several instances this price Link Belt Co,
duced sound slidefilms: are served which we include as Lowe Bros, Co.
bugaboo has been entirely eliminated.
'"For showing the films we have part of the film showing expense." McCray Retrigerator Co.
15. ONE PRODUCT—SEVERAL DUTER- McGraw-Hill PubUshinq Co.
ENT MARXETS— Most manufacturers Middle West Service Corp.
Inexpensive light-weight slidefilm equipment has popularized consumer i. Miller and Son Co.
find that it is more economical for Modine Manufacturing Co.
showings by door-to-door salesmen in the field.
one salesman to cover all of these Motor Wheel, Inc.
markets. Unfortunately, it's just hu- Musebeck Shoe Co.
NatLonal Cottonseed Producers
man nature for a salesman to push National Lime Assn.
the product in the field that is the National Paint and Chemical Co.
easiest to sell or to theone he enjoys Nat Soc. Prev. Blindness
selling. Several instances have been Nehi, Inc.
Northwestern University
called to our attention recently when
Phihp R. Pork Co.
Sound-Slide Films on each specific Pan-Amsrican Coffee Bur.
market backed by clever check-up Peoples Gas Light and Coke Co.
Phillip? Petroleum Co.
systems have developed remarkable
Pictorial Promotions
sales increases in neglected markets PrestoliteCo,
at a ridiculously low sales cost. Public Service Engineering Co.
Rcmsey Automotive Accessories
16.IS YOUR PRODUCT OR SERVICE Seagram Distillers Corp.
DUnCULT TO EXPLAIN— One picture Echenley Affiliates
Sparton Radio Co.
is worth a thousand words in the
Scoo? Cotton Co.
explanation of a difficult technical, Stanley Tool Works, Inc.
mechanical or theoretical operation- State Automobile Assn. of Iowa
Sound-Slide Films are making the Surface Ccmbustion Co.
Thennoid Rubber Co.
difficult and the most obscure feattu-es
Todd Company
clear to everyone. Publishers, ad- Toncon Culvert Monuiacturers
vertising agencies, and other ser\ice Tube Reducing Co.
organizations are turning more
and United AirUnes
United Cigar Stores
more to Sound-SUde Films to assist United States Asbestos Co.
them in their selling, Universal Milking Machine Co.
Walker Mfg. Co.
Another xnslaWinent w'\\X be presented Williamson Heater Co.
in these jtages next month.

[231

Bttrton Holmes
WITH SLIDEFILMS
A Presentation for Executives
Who Want to Increase Profits
Featuring this Stellar Cast
k Years of Film Experience
k Understanding of Business
* Scenario Technique & Showmanship
k Superb Photography
k Technically Perfect Sound Recording
A Phone Call or Your Company
Letterhead Will Bring
A PERSONALIZED STUDY
OF YOUR SLIDEFILM
OPPORTUNITIES-WITH
NO OBLIGATION TO YOU!
Simply Address:
Burtnn Hnlmes
Films, Inc.
PRODUCERS • DISTRIBUTORS
LABORATORY SERVICE
7510 North Ashland Avenue
Chicago, Illinois
Telephone ROCers Park 5056
[24]
.
IS LIFE A SERIES OF "PLLGS'
Ma/iamcii mdeA^ THERE NEW (»l{ ARE HORIZONS?
FROM A SCRIPT WRITERS JOURNAL
• It is natural that I Ix'licvc tlu- writer's ing and editing techniques.
But there is
work is all-important in
the creation of a littlequestion that a film carried through
commercial film. If I were a director or a by one person in the form of writer-director-
film editor, I suppose it would be natural for editor is a much more tightly knit and or-
me to consider such work as central. But ganic piece of work.
having functioned both as a director and as Keeping Up With The Times
an editor, I am certain that the writer is the
very necessary for the commercial film
It is
main cog in the wheel. writer to be aware of interest trends. Indeed,
the directors function to see that the
It is
if he can keep a step ahead of them, he is
camera angle is properly set; and that what
even better off. For his writing will then
fakes place within the camera frame carries have freshness and novelty to it. and these
conviction. This latter he achieves by having
his material and performers as natural and as
are elements indispensable to good writing.
Unfortunately, however, the commercial film
convincing as life itself. writer has in the main so far neglected con-
It is the editor's task to organize the temporary interest trends. This is most evi-
lengths of separate film .strips in such a way dent in the slavish fashion in which he imi-
Problems that the completed film carries a cumulative tates Hollywood patterns. The commercial
impact. film writer is in a position to give lessons to
Both the director and the editor are cap- Hollywood. To do so, though, he must first
& Art Work able of making or ruining a film; but their recognize what is happening in the world and
work is secondary to that of the writer's. his place in it.
For it is his task to make the film "sa.y Present day trends are unniistakalily to-
something." If the film says nothing, no ward reality. The world of make-believe and
m amount
task.
of expert
hold an audience.
To make
The
direction
"say something" is no easy
a film
must be the master of a
writer
specific kind of technique. He must be able,
that is. not merely to tell a story but to tell
a storj' by means of a series of conflicts. In
other words, his story is not narrated but
or editing will romance is fast disappearing, though Holly-
wood may not know it. Today more than
ever before people are interested in what is
going on around them. They want to know
all about the scientific, fast moving world in
which they live. They want to know why
the world is in turmoil, how it got that way,
where it is going. Living in an age of rapid
dramatized. This is a crucial point. It is a transitions, they want to see the processes
point that the commercial film writer has all as they actually occur.
too frequently neglected. He is in the habit That this is true is apparent from their
of telling his story rather than fashioning interests. What arc people reading.* Book titles
it into a drama. But Industry is dynamic. reveal that sales in books dealing with science,
Its very nature demands forceful ])resenta- sociology and history double and triple those
tion. Narration is incapable of this. The dealing with fiction. Among magazines
dramatic pattern alone can successfully con- with the greatest circulation are Lije, Look,
vey the Industrial surge and flow. —
Pic those showing pictures of contemporary
A
commercial film — granted that well it is happenings. In the theatre a new form has
. .
directed and edited — no better than the
is —
emerged the Living Newspaper. This is
drama has to unfold. If the writer is a
it nothing more than a dramatization of actual
master of the art of drama, that is, of the events now holding the public eye. In the
art of conflict, the film will attract attention. world of films this concern w-ith reality re-
This is true whether the film is made for veals itself in such "real life" forms as The
March of Time.
educational, selling, or good-will purposes.
The point is simply this: it is easier to reach Wherever we look we see man turning now
an audience through the emotions than as never before to examine the life around
through the intellect. him. It is not purely by chance that we
have World Fairs at either side of our vast
But a story is conditioned by its interpre-
tation. Through
han<lling of the actors
his continent.
or the material a director may achieve one The Heart Op The Nation
sort of interijretation. another inter-
Still With interest trends definitely pointed to-
pretation may
his use of the film strips.
be obtained by the editor in
Both interpreta-
ward reality, toward life itself, the commercial
film writer .should find himself doing .some of
tions may be at quite a variance with the the most exciting film writing of the day.
writer's original intent.
The commercial film
ideal situation for the
For Industry does not exist in a vacuum.
Rather it is the very warp and woof of mod-
writer is one
which he not only organizes
in ern life. The nation has grown and develo)ied
his material into a dramatic story, but directs as its industries have grown and developed.
and edits it as vmW. In this way the qualities Industrial America is America. The story of
in the original story are not lost through mis- power, of news-
coal, of steel, of aviation, of
interpretation on the parts of the director papers, of lumber, of the railroads of all the —
and the editor. Of course this presupposes multifarious industries that make up this
knowledge on the part of the writer of direct- vast countrv is the storv of modern life itself.
Industry not an abstract thing. It depends
is are good dramas, capable of fascinating an that stresses character actions must use per-
for its existence on the men and women who audience. And this is the final test of all sons capable of revealing the inner emotional
make the wheels go round. These people in films. states that produce dramatic effects. In such
turn depend upon it for their livelihood. Botli With the resources at its disposal the com- instances would be wiser for the commer-
it

form a living entity. This entity is the mercial film should today be not only in ad- cial film producer to secure competent actors.
heart of America. There is not a part of it vance government films but also in advance
of Where Industry's greatest strength lies the
that does not offer the commercial film of Hollywood films, which are hemmed in by commercial film writer has failed to tread.
writer a rich store of material. a tradition of hokum that has given them The commercial film should spring out of and
box-office sickness almost continuously these deal with Industry itself. There is not a
GovERXiiEXT Film Trends
past few years. phase of Industry in this country that doesn't
Both Industry and government face the have a infinite number of stories to tell about
same film problems: to sell themselves The Story's The Thing itself. These stories have nothing to do with
through it to the people. Of the two. govern- Thetrend toward Hollywood in the com- Hollywood and its slick technique. They are
ment has much the harder task. It is not mercial film reveals a basic story weakness. stories that have as performers the workers
merely that it is more in the public eye. Its No commercial writer should fear the use of themselves, the people who make the wheels
funds for such purposes are definitely less workers in place of high priced actors for go round. They arc stories that fit in with and
than those available to private industry. Nor his performers. If he does, he overlooks the have an infinite number of stories to tell about
are its technicians more competent. But strength of a well written story. Place any current interest trends. They are stories
government films —or film writers — have re- Hollywood actor in the roles performed by a that open up to observation the wheels that
cognized what commercial films so far have Paul ^luni or a Spencer Tracy and you would make America the modern Industrial giant
missed: interest trends. get a fairly adequate performance. But place it is to the people who want to know more

A few years ago the government film de- even a Muni or a Tracy in most typical about the inside workings of this giant.
partment was making the kinds of films Hollywood and you would get a weak
roles Entertainment has many forms. Today
usually found in the commercial film field performance. A
good story is basic. the most gratifying form of entertainment
today. These would deal with material as With a good story the employees of an in- has a realistic base.
though it existed in and for itself. There dustry would be definitely an asset as talent. The commercial film writer finds himself
was no apparent relationship between it and Their very naturalness gives them warmth today in an enviable position. Trends indi-
everyday life. - With The Plough That Broke and appeal seldom captured by the profes- cate that the people are interested in pre-
The Plains and The River there is a decided sional actor. They are more likely to produce cisely the material he has at his dispo.sal.
difference. Both of these films recognize that moments of unconscious humor. If the Eng- Vistas open before him in the experimental
today man is primarily interested in the real lish Documentary films have taught us any- field. If the American film is to reach a new
world in which he So these films deal
lives. thing, it is that with the proper handling and higher development, it lies within
level of
with important, basic problems of contem- most workers are natural actors. the scope of the commercial film writer to
porary life. And they do so realistically. Of course certain films must of necessity hasten its fruition.
They are not fiction nor romance. Yet they use professionally trained actors. A story — r. c. ROBixsoy

t2i^M^i£S^(m/tyi£m^OH^^
yOLU next film prodiiciion will be as good as a THEDe\KY "INTERPRETEK" 16 MM.
competent producer and perfect projection can
SOITSD MOTIO.X PKTiRE PROJECIOK
make Incorporates Exclusive DeVr>- Features
it. After assuring yourself of a suitable film
That Assure Non-Stop Performance
story, the problem of telling the ^tor>' to a multi-
1. AITOMATIC LOOP ADJl STER
tude of audiences is of prime importance. So that 2. Dl AL EXCITER LAMPS
its customers may enjoy an a-^sured film success, a 3. SY.XCHROMATIC THREADING
farseeing Policy of Service was inaugurated by Pius dual sound stabilizer for unsur-
. . .

De\ n^ to offer helpful counsel and advice on pro- passed sound and filmglide mechanism to
duction and distribution questions so that the prolong film life.
ulti-
mate screen ston' might achieve the full benefit
of the superb theatrical presentations afforded
by De\ ry projection and service.

A FEU' PROMI.VE.NT I SERS

OF DeVRV SERVICES
Ford MolorCo. Coodi'ear Tire &
.^^^::i:^S^^ International Hanester Rubber Co.
American Steel and V
-\otve* ^^^s\ce. Caterpillar Tractor Co. Armstrong Cork Co.
)jECTOR Firestone Tire
Rubber Co.
& Cunard Line
Dollar Line
Standard Oil Co.
Marshall Field & Co.
B. F. Goodrich Co.
H. J. Heinz Co.
Allis-Chalmers Co.
Minneapolis Moline
Pure Oil Co. Imp. Co.
Bdl Telephone Co. and Many Othen

WRITE FOR THIS FREE BOOKLET:

GLORIFY YOIR PRODUCT ... A valuable free
DeVRY CORPORATION (Eatab. 1913)
booklet on industrial films. Reveals how aggressive Factory and Main Ollicca
business firms are definitely increasing their sales nil ARMrrAGE aye., CHICAGO. ILLINOIS
through the medium of talking motion pictures. MEW YORX HOLLYWOOD

[25]
 CAMERA ^ye
ment and Coordination
Republic Steel Corporation. Re-
public Building. Cleveland, Ohio.
Division,

(Cojitinued jrom page 9)

Castle produces for Lily Mills
use of strip and sheet steel and
tin plate, including sequences in (pictures on page nine)
color,and a four-reel film of the E.\CH YEAR Castle Films' Com-
numufacture and use of wire rope mercial Department distributes
and strand, will be provided in seven or eight films which it has
both 35-millimetcr and 16-milli- produced for clients who are aim-
meter width for controlled circu- ing at school distribution. The
lation to technical societies, engi- Castle organization lists thou-
neering groups and other interest- sands of schools owning projec-
ed audiences throughout the tion equipment and these are
country. solicited by direct mail several

Among others in a round dozen times each year. No other dis-

of new pictures completed are tribution agencies are used.

four single-reel subjects for du- Through this arrangement the

^«rf protection Pont "Zerone" made in coopera-

client knows in advance by at

""^ tion with Batten, Barton, Durs- least two weeks where showings
be made and in some cases

n DESERVES tine & Osborn: the

nical film Coramine. for Ciba
highlj' tech- will
can arrange for a representative
Pharmaceutical Products. Inc., to back up the film showing with

and the medical profession; a talk or distribution of samples.

Mr. X Finds a New Voice, The client also receives reports

for .American Telephone & Tele- on attendance from the school

graph Co.: Lije Begins Again, a through the Castle organization.
ilramatic film for the Western A
recent example of the way
Electric Co., also a new vacuum- this system operates is the film
tube film for Western Electric: a produced for Lily Mills Co.,
new film in Technicolor for makers of sewing thread, who
Alexander Smith & Sons Carpet wanted a film to be shon-n to
Co.; a satirical sales film for The Home Economics classes and Par-
New Yorker Magazine, and a new ent Teacher Associations in
series of Televisuals. registered schools throughout the nation.
as a trade-name to describe a new Castle produced the film and re-
type of commercial films to be leased it early in October; solici-
used for television purposes tations for bookings were made
through leading department at the same time. Each day Lily
Specify stores. advance book-
receives notices of
and arranges for samples of
SLIDEFILM Republic film in third year
ings
their thread and promotional lit-
erature to be distributed with

PROJECTORS * Over the past three years one

of the most popular industrial
sound motion pictures has been
each showing.

Touch"
QUALITY EQUIPMENT WITH Republic Steel Corporation's four
IPVs "Keeping in

Tl M E PROVED ADVANTAGES
-
reel film entitled Enduro, the The first movie on a Graphic
Arts subject to be produced in
Magic Metal of Ten Thousand
You want clear pictures. You want your captions sharp, sound and in color was released
Uses.
and easy to read. You want accurate colors. SVE Slidetilm The filmconsidered to be
is last month by International
Projectors give you all of these. They also have important an excellent, authoritative and Printing Ink for premiere show-
safety features. A patented heat-absorbing filter reduces interesting story of the develop- ings at the national conventions
heat at the aperture to the minimum. A special releasing ment and use of stainless steel of the PrintingHouse Craftsmen
mechanism moves the rear aperture glass back automati- alloys. The subject is unfolded and the LTnited Typothethae of
cally when the film is turned from one frame to the next. in three sections —
(1) the manu- America.
facture. (2) fabrication, including
SVE Projectors are made in many styles, including the This film Keeping in Touch,
sections on welding, soldering,
popular Tri-Purpose unit which shows 2" x 2" glass slides shows the role of printing ink as
brazing, polishing, drawing, forg-
as well as single and double frame film strips. For perfect a factor in modern life. It in-
ing, forming, griniliug, nuiehining,
dicates the necessity for ink
showings and full protection of your film, specify SVE Pro- riviting, rolling and spinning; (3)
maker and printer alike to keep
jectors in your sound units. SVE Projectors are sold by all applications in leading industries
in touch with research which is
leading producer-dealers and form an important part of featuring sequences on .\viation.
creating developments that are
all leading sound slidefilm apparatus. Brewing. Distilling. Building, revolutionizing the Graphic .\rts.
Canning, Chemical. Food. Hospi-
II>«V«» for "HoBi- Tn SItnti- #/".' tal. Hotel, Club, Restaurant, Keeping Touch shows how
in

Send today for descriptive literature on SVE Slidefilm Ice Cream, Foundry, Marine. become a
ink manufacturing has
Projectors and the many ways in which they are being ]Meat. Medical. Milk. Refrigera- highly complex and specialized
used in industry.
The introduction
tion, Sheet ^letal. Textile and re- business. of re-
lated groups. search has brought hundreds of
Running time of this picture is new materials to this field along
SOCI€T!J fOR VISUAL €DUCflTIOn. IRC.
45 minutes. To arrange for show- with modern equiiimeut and new
lOO €flST OHIO STR€€T CHICAGO ' ILLinOIS
production techniques.
ings write to the Sales Develop-

[26]
PREVUE NOTES (^ (l^^*ti (leUcue^

West Coast Sound Studios, Inc., Something rather out of the

New York City, has produced in ordinary among industrial films
collaboration with William Esty is forecast for this winter's .show-
& Company. Camel Agency, a ings by International Harvester
series of motion picture adver- dealers when that organization
tising shorts in Technicolor. Each will present, among other program
production features an athletic features, a two-reel comedy called
star. Included in the current list Helpful Henry produced by
of releases are Dorothy Lewis. Dowling and Brownell in Holly-
champion figure skater: Ted wood.
Allen, horseshoe pitcher; Pete That the short comedy has
De.sjardins, Olympic fancy diving long been staple fare in regular
star: and Bernard Grimes, table motion picture theatres is well
tennis celebrity, Graham Mc- known throughout the trade, but
Namee voiced
the narration. it is said that this current indus-
These films are being shown in trialfilm is among the few out-
motion picture theatres through- and-out comedies to be issued,
out the country beginning the with a very minimum of adver-
week of November 1. They rep- tising displayed in the picture by
resent the first large scale movie its sponsor.
campaign for a cigarette. The As a matter of fact, in this
entertainment feature of the dialogue comedy, enacted by a
shorts has been dramatically tied Hollywood cast, there is no men-
in with Camels" current advertis- tion of the company or its prod-
ing running in magazines, news- ucts, and only such items of
papers, radio and outdoor on the equipment have been shown as
five extra smokes per pack theme. happen to fit logically as atmos-
phere in a few scenes of the
£s«o Film in Color
twenty-minute picture.
A new Esso (Standard Oil of The comedy, centering around
New Jersey) moving picture. the exploits of a city chap who
Friction Fighters, has been com- visits on the farm, features
pleted and will be shown to Esso Dennis Moore, Pauline Haddon,
Dealers month.
starting
this Ben Alexander, Henry Rocque-
Produced on Kodachrome 16 mm. more, James Kelso, and ^Martin
film with synchronous sound, it Sais, aided by such barnyard at-
is the first Esso ^larketers full- mosphere as squealing pigs,
color motion picture. chickens, goats, mules and other
Friction Fighters tells the stor.v farm animals. The picture was
of the years of scientific research directed by William Watson, for-
leading to the discovery of Esso mer Christie Comedy ace director. ALWAYS FIRST to
Motor Oil. It is designed to ex- This release is scheduled as part
plain how and why various motor of the annual power-farming
oils of the same S.\E grade differ entertainments which are staged
ACHIEVE THESE MAJOR
and why some oils give better by International Harvester deal-
performance than others. ers throughout the country main- 16MM ADVANCEMENTS
The presentation of the infor- ly during the winter months, and
mation in Friction Fighters is so for general non-theatrical show-
ItIODEL 40C, designed parficularly for Industrial
carefully and skilfully done that ings, along with other company
and sales work, combines the greatest economy,
the new picture is as interesting films which are more directly edu-
MATCHED
easiest portability, finest sound and picture
as Safari on Wheels. cational in their appeal. clarity,
ATTACHMENTS
and trouble-free operation ever produced in I6MM
Sound Motion Picture Equipment.
This one projector serves both conference table or
Why Not an Educational Trade Show? large auditorium requirements — as well as both Silent

and Sound Films. And only VICTOR has absolute

For some months Business Such a show would be en- TURNTABLE
Film-Protection, and many other advanced features. A Record Tufnlable fo en-
ScREE.v editors have discussed thusiastically received by edu- hance your sound or silent
Model 40C complete, ready to operate priced at
the feasibility of a first annual cators as well as business users pictures with entertaining
$275.00. Write today for the new VICTOR Catalog music either before, or dur-
trade show for the commer- of the film medium. Special ing your show. Plug in ar-
and latest business applications. rangement,
cial film industry. The need panels of film discussions would
for such an exposition now be arranged for each field and MICROPHONE
appears to be best answered if such an exhibition conld be A Public Address
VICTOR System by plugging
by a program which would made sufficiently portable, it in a microphone for

combine educational demon-

strations of all types of visual
media with semi-technical ex-
might be sent into every edu-
cational center in the country
reaching into larger audiences
ANIMATOGRAPH
CORPORATION
f
Matched
announcements,
lectures, outside
entertainments, etc.
Other VICTOR
Equipment in.

hibits of equipment. with a minimum of expense. eludes plug-ins of multiple

DEPT. E-1 DAVENPORT, IOWA speakers, amplifiers, radio
and recording units.
DISTRIBUTORS THROUGHOUT THE WORLD

[27j
 — —

100% READERSHIP
Let's (Cotitniiicd jrdDi page 11)

viewed it. iniistlj' women and

and there no
SELL school
sign of
children
abating interest, as
is

all

availalile prints arc booked solid-

ly now for U months in advance.
with a Has the "100 per cent reader-
ship" ciuality which is claimed
for motion pictnres as an adver-
SMILE! tising medium manifested itself

From "Helpful Heniy' produced ior in actual resultsproduced up to ^-^^

International Harvester Company. date? Read a few quotations
from the thousands of letters re-
Other Aidik.nce Letter.s .\nd

A belly laugh never hurt anybody ceived from exhibitors:

Comment On "M.\gic C.wes"

and a motion picture which has some "Your film Magic Caves was • "Your film Magic Caves was
good clean hin will entertain — AND well appreciated by the High greeted with a lot of enthusiasm

SELL. School classes that saw it about — and I am sure that all the mem-
225 in number. The night pre- bers who were here felt that their
So let's give a thought to making time was well spent. There were
vious the teachers were at the
more industrial films which are good house for a preview of the film approximately 75 persons in the
human comedies — not overburdened and I asked in several grocery audience which saw the film."
by pickle-puss remarks. store owners to see it as I thought • "I should like to have about a
that they would be interested; dozen of the brochures to supply
And let's have them made by Dowl- each reading room or camp
and all expressed their apprecia- li-

ing and Brownell, out in Hollywood, tion for such a film. One of them brary of the camps that I servetl
who are specialists in the real class put out a special display the next to whom
the picture was shown
pictures of the business world. day on Roquefort Association. for further investigation and to
The teacher in Domestic Science provide opportunity for further
had the students prepare several study to those students in our

DOWLING and BROWNELL of the suggested

Roquefort Cheese."
ways of serving camps particularly
the subject. The film was shown,
interested in

6625 Romaine Street Hollywood, California "Magic Caves was received by together with a lecture, to 1400
our student body with great in- CCC enrollees of junior or IS —
terest and enthusiasm. A check —
to 23 years age and to 200
was made to ascertain observa- Veteran enrollees of World War
tion points which resulted in two service age. The reception of
outstanding features, the first the picture everywhere was most
was the shepherd's call, and pleasing and a number of com-

CINECOLOR second the processing of the

Roquefort."
"The men comprising our audi-
ments were made regarding their
delight in having seen the film."
• "We had two showings of the

16 mm ence enjoyed this film very much.

The story of the manufacturing
process was well worked out. the
film Magic Caves. The first was
to our two hundred elementary
and junior high school children;
Right now CINECOLOR can deliver 16 mm reduction scenic views were well selected, the second to a PT.\ group of
and the narration was above about 75 people. The film was
prints from 35 mm negative that have not been
average for industrial films. .\l)Out very well received. Personally,
equalled by any other color processor. 100 members of this organization I was much interested for the
saw the picture, which was shown procedure manufacturing was
in
This is what CINECOLOR offers in 16 mm prints: last night." quite a revelation to me."
* * * • "After the showing there was
1. Sound as good as black and white the supreme — Considering the relatively small quite a little discussion of the
achievement in making a 16 mm color print or reduction.
amount of money spent in pro- picture and many of the chiklren
Same volume, some clarity, same at high frequencies as
ducing and distributing this film. spoke about eating the cheese and
black and white. Fader set at same level.
I doubt if I ever have witnessed many expressed a desire to have
a more specifically profitable use their mothers purchase some so
2. Quality some as standard CINECOLOR.
of advertising dollars. they could try it. These pictures
3. Uniformity of prints guaranteed — only CINECOLOR'S Motion picture advertising, of do make a vivid impression and
exclusive patented process makes this guarantee possible. course, embraces a wide variety I feel sure that several mothers
of films. Theatre distribution can had to add Roquefort cheese to
4. Prints of this quality never before offered at our price. be effectively purchased today for their grocery list."
shorter subjects (generally one to "The little booklets make excel-
three minutes) on a basis approx- lent souvenirs as a reminder of
imating newspaper advertising in the film to which 52 stu<lents

CINECOLOR IS THE BEST BUV IP tOlOR size of cireidation and cost hut — gave their undivided attention
again with the advantage of buy- as proved by the lively discussion
2800 SOUTH OLIVt AVtNUE, BURBANK, CALIFORNIA in;; 10(1 |irr cent readership, as M'hieh followed."
(.|ipiisi(l t(i llie usual 1 i^er cent "I doubt if any |)hase of our eur-

to per cent readershio which

7.5 rleulum did not profit from the
newspaper advertising affords. experience of seeing the film."

28
 Business Screex fditors who
viewed a Cinecolor print of Hills
Brothers (coffee) sound movie.
Behind the Cup, in a recent Mid-
western showing were struck by
the vast improvement made in
I
^^
T ''S™
T E C H N
PROJECTION & PRODUCTION NEWS
I C A L
& COMMENT
this color recent
process in ::!iiii;iiiiiiiiuu:::ii..jii::;i: :';a:;:i;iiiiii::iirijiiiF';iiiiiiiiiii;'ii!i;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!;iiiiiiiiiiiii:iiiiiin!!iiia^

months. The severest critic at

our Midwestern premiere was the yours is ought to be
any good it and the films don't exist. Let's Rapidly
expanding technical
veteran projectionist behind the selling equally well and if . . . do something about it besides facilities The Berndt-Maurer
of
Simplexes. His enthusiasm after j'our marketing and merchandis- chiseling on competition. Corp. have been increased by the
a million-odd feet of sundry color ing is working maybe betterl
. . . addition to the staff of R. Fawn
Kodak^s new Jf ashington plant
screenings was shared by a small In the projector field we don't Mitchell, who has been installed
group of grocery concern execs need a spirit of rivalry except to A completely equipped develop- as Manager of Precision Film
who attended. We haven't seen foster perfection of the product ing plant for colored moving pic- Laboratories. (Precision is a
a print from the new 4,300 copies . .what we need most is a reali-
. ture filmsbeing installed in the
is subsidiary of The Berndt-Maurer
order of the Jam Handy-produced zation of the great and basic sell- Washington, D.C., branch. East- Corporation.)
Chevrolet dealer slidetihn but this ing job to be done in awakening man Kodak Company officials re- In his new capacity he will
certainly seems to set a new all- a national enthusiasm for the vealed this month to facilitate bring to the present and prospec-
time record for color slideftlm medium educational
itself. The service to various governmental tive clients of the laboratory the
prints. field is another shining example bureaus. benefit of his wide technical ex-
of somnambulencc (sleep-walking Heretofore such films had to be perience. Previously, Mitchell
Our World Fair Surveys to ,vou) ! mailed to the Kodak Park plant was ^lanager Andre Debrie
of
processing. Intricate ma- Inc. of X. Y. for two years and
In the business field everybody for
In the interest of accuracy, the of the technical service of Bell &
insistson selling the executives chinery is required.
^\|Jrlds Fair researchers who Howell
already thoroughly sold on the This brings to five the number in Chicago.
compiled statistics on projector
operation at \ew York and San medium — how
about getting to of such stations operated by the
ISew Public Address System
the liig groups who need the films company. Others are located at
Francisco ask this department to
others would supply if the equip- Chicago, San Francisco, Holh- • The A]mpro Corpoh.\tiox has
inform comers that the figures
all
ment tleadlock were broken.^ wood and Rochester. announced a flexible Tri-purpose
have been verified by nearly Public Address System which in
Same thing in education no- Wa,shington sources also re-
every concern whose equipment
. . .

body makes the wide range of vealed that Kodak research de- addition to operating with micro-
was represented. To the excep-
film subjects still needed because partments are assisting the Civil phones and phonographs can be
tional few who contested our
there aren't enough projector- .Aeronautics Authority in develop- used as a powerful auxiliary am-
figures because of more or less
owning customers ... so there ing a special moving picture cam- plifier with Ampro's low-priced
representation than they thought
aren't enough projector-owners era. It will be used in efforts to classroom model projectors for
they actually had we can safely
simply because the enthusiasm increase flying safety. (Please turn to next page)
say that every firm was asked to
check the figures before publica- The new Ampro tri-purpose public address system operates with microphones and phonographs and can also be used
tion and in nearly every case as an auxiliary amplifier to serve large audiences with standard Amprotound projectors.

Business Screen's survey was far

more accurate and complete than
their own records. This is largely
because products were sold to ex-
hibitors through various dealers
and used out of the exhibitors'
own stock which would make it
practically impossible for the
screen or projector manufacturer
to know about the installation.

Heard in the field

Minneapolis ^loline has been

added to the list of DeVry sound
motion picture equipment u.sers
. . . Altec is servicing the .\m])ro-
built AVilding equipments . . .

Mills Novelty Company have a

new continuous sound projector
unit that works like a charm and
has so far stood up against some
pretty stiff testing. Continuous
sound projection equipment needs
to be backed up by national
servicing then it will be prac-
. . .

tical for all comers in the depart-

ment store and general exhibit
fields. Manufacturers in every
field today know that their worst
competitor is generall.v their own
product and policies not the . . .

other fellow. His success means

that the product is selling and if

129
 (Cnntinued jrom preiioiis pages) graduated focusing from S^^ ffet
Shutters will be nf

PICTUBEPHONE audiences up to lO.OUO and over. to infinity.

A complete versatile pulilic l)roven and dependable corapur

address system, this new Anipro type with lever release and cable
public address system is precision adaptor. Popular prices begin at
built and typical of Ampro's .$15.00 and up.
A radically new departure sound slidefilm projection in is

excellent quality in design, con-

equipment — a different principle of design struction, and perforniance. It ALEX.\NDER FILM
The Picturephone type of flat construc- located on operator's side of case, where
tion gives even distribution of sound in it is most convenient. Fourteen other
includes every convenience and COMPANY BUYS TAD
feature desirable in a public ad- SCREEN ADVERTISING
the junior models. Case is completely advantages.
dress system and in addition, can
enclosed — no outside doors, grills, or
be used in conjunction with .\nnounccment was made last
fillings that can admit dirt or moisture.
month to the editors of Business
The Picturephone built-in screen and MODEL A PICTUREPHONE is for the Amprosound projectors where ex-
audiences. tremely large volumes are desir-
Screen by .J. Don .\lexander.
shadow-box moke possible a good pic- largest sound sHde film
])resident of theAlexander Film
ture in an undarkened room. Carrying —
Twelve-inch speaker SOO-wall S. V. E. able. It can be used as a complete
Co., of the purchase of principal
capacity for eight records and films. projector with automatic re-wind. Can public address system with two
Records are protected against warping be used as public address system. Plays individually controlled micro- assets of Tad
Screen Advertising.
and breaking. S. V. E, Projectors assure records at 78 and 33 1/3 r. p. m. Out- phones and two phonographs Inc., of Dallas,Texas. Prior to
the utmost in illumination. Projector is lets for two speakers. operated by a volume fader con-
the purchase, Alexander hail
trol which permits automatic handled most of all theatre screen
Licensed by
film advertising production and
Electrical fading from one phonograph to
Research Products
another.
distribution. Tad was .\lexan-
Inc., under U. S.
der's largest competitor.
patents of It delivers an undistorted out-
American put of 55 watts with less than
T\D has disposed of its prin-
Telephone and cipal assets to Alexander, and
Telegraph 5% harmonic distortion and
total
will carry on Tad's
a maximum usable output of 85 Alexander
Company and
Western Electric watts. This volume is more business. The assets consist of
Company, Inc. some $300,000 in business on
than sufficient for large auditor-
Made in five sizes —
a size iums and stadiums seating up to T-\d's books, with thousands
for every purpose^by of customers which require about
10,000 persons and over. The
1,500 shipments a week.
0. J. McCLURE tone quality is amazingly rich at film
T.4D will remain incorporated to
all levels of operation. Out-
TALKING PICTURES Telephone put impedance taps permit the assist in the completion by Alex-

1115 West Washington Blvd., Chicago CANal 4914 addition of up to eight speakers. ander of existing theatre and ad-
vertising contracts.
A 500 ohm output is provided
for use with loud speaker cables
the assignment
Also included is

of all T.\d"s theatre

screening
to avoid line losses.
A
powerful auxiliary amplifier —
agreements some 1,500 in seven
states. All of the activities of
for use with any Amprosound
projector is particularly suitable Tad will be merged with those
of the Alexander Film Co.
for the low-priced Amprosound
classroom and industrial models Tad"s business, assigned to
.SA^ E TIME
"X" and "Y". No alterations Alexander, will be continued from
and MONEY .\lexander's main headquarters in
are required to attach one or two
standard Ampro projectors to this Colorado Springs, as well as Alex-
remarkable new auxiliary ampli- ander's branch offices in New
fier which will boost the volume
York City, Chicago, San Fran-
output to 55 watts with unusual cisco, Dallas and .\tlanta.
clarity of sound reproduction.
The Alexander Company this
An additional change-over relay year is servicing more than
10.000 clients and has nearly
3 daily flights is available for automatic fading

from one projector to the other. 8.000 theatres under agreement

hetween for the display of its short-length
ISeiv AlUAmerican Camera Out commercials, as well as 2,000
A revolutionary new principle screens in 31 oversea countries.
(7/1 ri in picture embodied in
taking is
New Baltimore Sound Film
the new Vokar
.Vll-.\merican
camera announceil by Electronic Sponsored by Tourist Bureau

vi NEW ORLEANS
Both
ViaSPRIN(;FIELD-ST. LOUIS-MEMPIIIS-JACKSON
Diroclioiis
Products Manufacturing Corpor-
ation of Ann
Arbor, Michigan.
Proper exposure is assured by tion
Stark films
started on a sound
of Baltimore

Picture of Baltimore
have
and color Mo-
. . .

6 hours 38 minutes a clever new device to be known The film, which will be one-reel
as "Variocoupled Control" which in length, will take at least six
•^44.60 One NX ay automatically sets diaphragm in
proper relation to shutter speed
months
clude
to produce and
highlightsBaltimore's of
will in-

Save 10% on Round Trip

for varying light conditions. historic, educational and indus-
Standard No. 1'20 roll film pro- trial advantages. It is sponsored
& vides exposures of 2V4 ^ 2V4
\'i by the Tourist Development
—
inch negative size ample for al- Bureau of the Baltimore Asmi-
bum and record use without ciation of Commerce and distri-
enlarging. Finely ground and bution will be free to any inter-
"The Valley Level Route"
polished Triple Anistigmat color- ested group of '•25 or more
corrected lenses will be used, with throughout the world.

[30]

I
 THE PROBLEM OF PROJECTION SERVICE SELECTED GUARANTEI
niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiBiiiiniiiiiiiiiiniiiiiiiiiiii

{from the article by George H. Cole, continued from last

After months of close observa- izing in thoroughly trained pro-

issue) CIRCULATION
tion and continual check-ups. it jectionists as w'ell as having
was found that where the Indus-
trialist contracted with a reput-
available for
use a
the Industrialist's
stafi of expert engineers
2,000,000 ir
According
available.
Seleclfd Bookiiij;^
to your needs. (Analysis

able and experienced motion pic- and technicians. Consumer? in selected audiences I

ture service organization, he insur-

at a cost of
exhibition.
SI. 00 or less per
^ Advance Notice-Reports
Pro-jectiox Service Re.\l You will be notified of exhibitions
ed himself one hundred per cent
ECOXOMY
results and returns on his initial
picture production investment. The Industrialists who used
l.OOO arranged for your picture, in suffici-
ent time to permit your local dealer,
representative or salesman, to contact
Of our local \.M,C.A,'s give us
His time off the screen due to
their service in putting over their our exhibitor and to set up such ac-
unequalled national coverage for
tivities as will be mutually beneficiaL
film or equipmentcan trouble motion picture program at the obtaining the mn^t desirable au-
Detailed, accurate monthly reports.
be counted whereas
in hours, World's Fair know from actual diences.
Special Promotion
those Industrialists who would
not, or did not avail themselves
experience that it is far cheaper
to use this service, than gamble 8.000 A
•if

special "Exhibitors Bulletin'" fea-

turing your film, prepared and mailed
of this service add their time of
on their own employees who —
Exhibitors clubs, churches, high to special lists.
know practically nothing about schools, colleges, industries, and Announcements of release of YOUR
non-productive operation by community groups owning their film in desirable publications.
number of days. To this non- motion picture projection, or own 16mm sound equipment are 50.000 copies of our catalog, "Se-

productive idleness of money in- others who know less. now looking to us for their film lected Motion Pictures," mailed
programs. annually.
vested in ecjuipment and the in- It therefore behooves all In-
dustrialists contemplating motion rooperative sponsors nsing oar Services iParlial Lisll
itial picture production must be
pictures in their sales programs,
Armour & ('ompany The <^reat .Vtlantic & National Carbon Co,
added the cost of equipment Bakelile Corporulion Pacific Tea Co. Roquefort .Association
to ponder well the hows and whys Crane Company General Foods Sales Co.. Standard Oil Company of
parts, replacing damaged parts Incorporated
The Firestone Tire & (.eneral
,- ^- j^^sev
of the picture's ultimate presen- „ ,, .Motors Corp. "'

that became in-operative due to Rubber Co.

, ,

Cre> hound Lines Western Electric Co.

tation and showing to their con- The B, F. Goodrich Co. Metropolitan Life Ins. Co. Weyerhaeuser Sales Co.
inexperienced handling and op-
eration. On top of which must suming audience. Yes, even be- Detailed Infurmalion on Reque;^l

go the cost of many additional fore the writing and okaying of

prints thathad to be purchased,

but would not have been neces-
their script.
MOTION PICTURE BUREAU [>[\1S10N OF N\TIO-\AL COINCIL V. M. C. A.

sary had the whole program been

Southern ArDio-Visr-\L Meet- NEW YORK CHICAGO SAN FR \NCISCO
ing Held For Third Ye.\r 347 Madison Avenue 19 S. LaSalle Street 351 Turk Street
turned over to an experienced
picture service organization. For the third successive year,
Tothis additional costliness the Southern Conference on
of not having equipment and Audio-Visual Education held its
films properly maintained, can be regular fall meeting at the Bilt-
added the loss of prestige and more Hotel in Atlanta. Thursday,
consumer interest. To this must Friday and Saturday, November
also be added the consumer's 16, 17 and 18.

disappointment in not getting The rich and varied program

something promised him as in- included a number of prominent
dicated by the motion picture leaders in the field of Audio-
set-up. which in turn reacts upon Visual Education throughout the
him psychologically insofar that nation who participated in the
if the firm can't live up to one discussion of vital topics during
tentative promise they most cer- the Conference. Open forums,
tainly can't live up to the others. round-table and panel discussions
were other prominent features.
Theatre Qu.\lity .\ Necessity Interesting and attractive exhi-
bits of motion picture, radio,
People as a whole are so sound
sound recording, and television
conscious, and motion picture ed-
were displayed.
ucated, that if an Industrialist's
show is not comparable to that Klein joins Ganz organization
given in a theatre, he alone suf- Herbert Klein, formerly in The Kentucky Derby you — have A'o greater tribute to product
fers. Not only by loss of pres- charge of contact for the com- ever seen it? And
gone to
then quality can be offered any manu-
tige, but also monetary loss in Loew's Louisville Theatre in the facturer than constant repurchase
mercial film department of Pathe
that his whole motion picture evening? It is one of the show places by experts. And Loew's purchases
News, has joined William J, Ganz of that renowned city. -LOEWS RAVEy SCREEXS erclu»ively.
program investment will not pro- Company, producers and distri- AXD VXITED ARTISTS" ais Rai'en's amateur screens incorpo-
duce results. This is a fact, not butors of commercial films, as tribute to Louisville's progress. rate the same fine qualities that pro-
only insofar as continuous or au- account executive. Built 1927 at a cost of about
in fessionals demand. There is a Raven
tomatic projection is concerned, ^3,000,000. it seats SOOO people. Screen for every purpose, for Raven
but applies also, with greater W . Halsey Johnson to ,Wir Yorh Completely air conditioned, it caters makes the most varied line of fab-
to a discriminating clientele. Of rics, sizes, and mounts. Write de-
weight where straight or manual W. Johnson, sound
Halsey course, "Loew's and i'nited A rtists" partment 9 for complete informa-
projection and sound reproduc- slidefilm supervisor in charge of u^es a Raven Screen. tion and descriptive folder.
tion is used to educate thru en- Detroit production for the Jam
tertainment, a seated audience. Handy Organization has been ap-
Straight or manual projection pointed creative contact execu-
should only be handled by and tive in the New York production RAVEN SCREEN CORPORATION 314-16 EAST 35th ST. N.Y.C.
I through an organization special- unit of the company.

31
EMBLEM OF CONFIDENCE
SHOWING THE SLIDEFILM HEAT.
dries out your film. VapOrate lubricates
The simple mechanism o/ sound slidefilm
your lilm internally to resist heat.
equipment requires tittle operating knoie-
ledge. The ease of operatiov makes the ma-
_-Xr / few ^erieJ of chines practically foolproof but there are a
few tips which might be passed 07i to the
tm^i
16 MM SOUND-ON-FILM user to assure perfection of performance. EYE-STRAINING PUNISHMENT from
SCRATCHES. SPOTS and STAINS.
COLOR CARTOONS 1. The screen wall should be free from all
Make looking at your pictures a plea-
sure for yourself and your friends.
outside light,though the rest of the
room need not be totally dark.
The screen should be large enough to
comfortably accommodate the size of pic-
vapOrate
COMMERCIAL SPONSORSHIP
ture attendance requires. FOR BETTER PROJECTION
-y^ualtaole
3. Seating should be arranged at Ijoth sides AND LONGER FILM LIFE
and in front of the pro,jector, never l)e- VAPORATE CO.. Inc.
BELL 8 HOWELL CO
•' Chicago, III.
hind it. New York, N. Y. 1801 Lorchmont Ave.
Hollywood, California
These one reel color cartoons The projector is best located at a right 130 W. 46th St.
716 No, LoBreo

possess 100% audience appeal angle to the screen and upon a firm Itase
and ore a basic factor in building far enough from the screen for full focus.
up strong programs. The series Electric current (whether AC or DC)
consist of 1 1 pictures with titles should be ascertained in advance, to set
that include: The Merry Kittens, the current switch, and check the avail- KODACHROME SLIDEFILMS
Parrotville Fire Department, Spin- ability of a close outlet. 35mm ^K 16mm
ning Mice, The Rag Dog, and Sound s\\'ITCH shoukl be turned on first Si7enf or Sound
Scottie Finds a Home.
in order that the tubes have ample time
Send for catalog oi over 1500 to warm up. Geo. W. Colburn Laboratory
1197 Merchandise Mart • Chicago
subjects for rental or sale. Load film into the projector with ex-
treme care, seeing that sprocket-holes
WALTER 0. GUTLOHN, Inc. are properly engaged.
35 West 45th Street New York The focus should be secured on focus PROJECTION SERVICE
frame beforeturning to title frame.
After turning to title frame turn off jiro- COMPLETE-A
jeetor light. MOTION PICTURE DISTRIBUTION SERVICE
The needle (half-tone) should be re- In all phoses for Theatrical and non-theatrical pictures.

placed for each side of record, and should The non-lheotricol service includes supplying projec-
tors, screens, operators, etc., and Ironsportotion.
never be re-used once it has l)een re-

POPULAR moved from pick-up.

To test sound draw finger over needle
King Cole's Sound Service, Inc.
203 East 26th Street, N. Y. C. Lexington 2-9850

Hotel FORT point and turn up volume. You will

hear the friction in the loud-speaker
Loc-jI offTJling potnti ' N. y.—N /. and Conn

WAY N E 11.
when tubes are warm.
To start show slide needle easily into
outside groove of record and with the
FILM LIBRARIES-NATIONAL
In addition to the superior first introduction of sound switch on the
accommodations at the Fort 16mm. MOVIE PROGRAMS INDIVIDU-
projector light.
Wayne, guests enjoy a superb ALLY PLANNED AND PREPARED FOR
location in a residential com- U. To synchronize film and record each YOUR OWN ORGANIZATION
munity, yet convenient to the picture should be .snapped on quickly at Inforviation upon request
business districts. Hotel Fort the .sound of the bell.
Wayne provides economy with-
13. Chanoing the record should be done
NATIONAL FILM PROGRAMS,
out sacrifice of comfort or INC.
location. while the last picture in part one is still 342 Madison Arenue New York City
on the screen. A
pocket flashlight is

300 ROOMS helpful to needle change.

U. To end show leave last picture on the
EACH WITH BATH screen until the music ends, then turn off
projector and lift needle from record with
/\n ultra-modern
^2. care. hostelry in the
15. Rewi.nd film as soon as showing is heart of Chicago
finished. First run through a chamois
to clean and then rewind, handling liy
outside edges only.
Hi. Practice showings should be made of
each new film before an operator is able
to give an expert showing to an audience.
No one picture in the slidefilm should
ever be left in the lighted projector for
B>Urruirck
HOTEL
DETROIT more than one minute at a time. And
film should never be wound by pulling
the roll tight in the hands as this may Emil Eitel - Karl Eitel - Roy Steffen
scratch the film.

[32]
 I SELT ALL- PLAT/ ALLS 4 ^> THE MOTION SLIDEFILM
Universal 1 h • ExABLiXG BUSINESS ORGAXiz.\Tioxs to in-
_ SOUND PROJLCTOR E^_ clude slidt'film .showings on their 16 mm. or
mm. motion picture programs without
HAS EVERYTHING! .'35

need of extra equipment and to feature action

> LOW PRICE FOR SOUND OR SILENT FILMS • FOR
PUBLIC ADDRESS OR PHONE FULL POWER AMPLIFICA- (U'monstrations along with still pictures, the
TION 12" HEAVY DUTY SPEAKERS* REELS TO 16" • RE-
•

VERSE ACTION > STILL PICTURE CLUTCH • CENTRAL OILING •lam Handy Organization has developed a
- PERMANENT CARRYING CASES • LICENSED— WARRANTY
(liluxe type of slidefilm called the "motion
Low in cost. Universal 1 6MM ^ '

Sound Projectors offer you all of slidcfilm.

the important new feolures. Four
models. For all purposes. Simple As its name indicates the motion slidefilm
to operate. Economical to moin-
tain. Licensed. Guaronfeed.
consists of still photographs, drawings or dia-
UNIVERSAL grams reproduced on motion pictiu-e stock
plus such action scenes as add to the effect.
SOUND PROJECTORDIV.
1 9th & Oxford SU., PhJIa., Pa. It was evolved more as a convenience to
New York Office 600 Broadway — 1

owners of motion picture projectors rather

than as a hybrid form of motion ])icture.

Requires No Manual Operation'

Motion slidefilm sponsors, for example, find
SCRATCHtO
the film .sound track an automatic substitute
for the operator who shifts scenes in time Don't be deceived because you don't notice
with a disc tran,scription when showing con- the scratches. Others do! Scratches are
Feature articles of unusual interest
ventional slidefilms. Gone is the gong, which there —
the result of normal usage. And
scJieduled jor early issues of Business scratched film means shabby screenings.
notifies the slidefilm projectionist to change
Screen.
* * * frames, together with the changeover that Only Recono can remove scratches,
creates a break in the program after one side abrasions, rain and buckle from 16mm
II. THE FOOD INDUSTRY of the record has been run. The motion and 35mm film. The cost is nominal.
Second of a series of articles on the use slidefilm, moreover, maintains a constant Keep your films like new by sendmg them
of motion pictures and slidefilms in image on the screen without the upward to us for rejuvenation.
major industries. movement that occurs when frames are shift-
WRITE FOR FREE TRIAL OFFER,
* * * ed in the ordinary slidefilm projector.

•TRADE FOLLOWS THE FILM"

Another asset of the motion slidefilm lies AMERICAN RECONO, INC.
in the fact that the still part of the presenta-
Adolphe Roberts 245 West 55th Street + New York
').'/
ticin can be relieved of most of its stillness.
* * * Dolly effects are used freely, for example, to
pull up one section of a still photograph or a
LIFE INSURANCE & FILMS
few words of screen text for full-screen m> yQCcyu,eHUMtSi>ucto'Uf4
.1 thorough survey of present and
emjihasis. Panoramic treatment will move
future opportunities.
the "still" slowly across the screen. LTsed in nilDEFILM producers;
* * *
conjunction, dolly and pan shots allow an
THE ADVERTISING AGENCY & audience to study a diagram as a whole then
C():\[MERCIAL FILMS focus on individual features of it.

* * #
F.\ciLiTATES Retouching Process
MOTION PICTURE SUBJECTS ON Because photographs, unlike motion
still
DUALITY PRODUCTIONS
THE "BEST SELLER" BOOKSHELF picture film, can be retouched for best effect, BLACK & WHITE & IN COLOR
they are a superior means of picturing a great
Reserve your copies tiow deal of product information. This is con-
sidered particularly true when the sponsor
wishes a step-by-step presentation of a series
ifcxrunJ
BUSINESS SCREEN of sales points. Often action is distracting
rather than an aid to understanding.
Dii'ision of

7696 . 16 East
S A R R A.
Ontario Street Chicago
WHIIehall
20 N. Wacker Drive • Chicago L'sing still photographs, the motion slide- L
film owner may include branch factories and gllllllllll1lll!llllllll!lllli{llllllllillllllllilll1llllllllll!lllllillllllll|ll1lll|llllllllllll!IIIHIIIII1inil|llllllll1lll!!ll«lllllinin^

distant subjects in the with little

picture
added expense. Motion picture footage may- I
For "DRAMATIZED SELLING" |
Illlll|iiil!ll1{|l!!lllinilllllllllllllllllllllllll|{|l!ll!ll!lllllll!liqilll{||||||l1lllllllllll1llllilllltlllllltllllll!lll!llllim
be borrowed from older pictures for demon- in sound slidefilms or in live
I |
stration puposcs and action-proof scenes may
THE STORY'S THE THING! I talent plays, written and pro- |
be shot especially for the purpose. Library
I duced to fit your needs ... |
Whether it is slide or motion a film is only as stock shots may be interspersed to give flow
to the showing. I wire, phone or write. |
good as the story it tells. And the writer is only
as good as his experience. That's why a writer To .spice the picture with novel scene tran-
PAUL HARRIS PRODUCTIONS
I |
with theatrical experience who has a Hollywood sitions, the motion slidefilm producer dips s 440 So. DearbDrn Street Harrison 3986 =
into the bag of optical treatments, including II
Chicago. Illinois
^
background in both the entertainment and indus-
wipes, and fades, without adding
dis.solves iiiis;iiiiiiiiiiiEi;iiiiiiiiiiii!iiiiiiniii:i:.iiii;i;iiii;:;;iiiiiiiiii;:iiiiiii»:d.;iiieainuiiioin^

trial film fields — plus a workaday knowledge of

nuiterially to the cost. Titleboard dolly and and the following:
directing and editing techniques — is worth con-
jjan shots often create spectacular effects that DOWLING & BROWNELL, 6625 Romaine Street, Holly-
sidering for your creative staff. Add him to it
would be i)rohibitive to shoot on location. wooci, California. (See page 28)
THE JAM HANDY ORGANIZATION, 2900 East Grand
and you add energy, enthusiasm, sustained effort For instance, the titleboard camera can pro- Boulevard, Detroit. {See back cover advertisement)
and a fresh approach. Box 9, Business Screen vide an illusion of rising to an upper floor BURTON HOLMES FILMS. INC., 7510 North Ashland
window of a tall building as a prelude to the Avenue, Chicago. Illinois. (See page 24)
Magazine. 20 N. Wacker, Chicago.
INDUSTRIAL PICTURES, INC., 4925 Cadieux Road, De-
view inside. troit, Mich., also New York, Hollywood. (See p. 4)

[33]
 THE FILM FORUM ure of success in the release
their productions. It is, there-
of

(Cuntiiiued jruin payc i)

fore, offering to commercial spon-
crease their budget allotments for
sors interested in this type of
literature and displays, news-
film, the services of its Motion
paper, radio, motion pictures and
Picture Section for whatever ad-
other advertising which ties in
vice and service may be request-
their story with the FHA home ed. In addition,
close contact
ownership plan.
will be kept
with distribution
Xo Direct Advertising facilities of the country so that

Along with this general policy, when the ultimate product is

the FHA hopes to encourage the achieved it will be the result of a
production hy commercial spon- cooperative effort upon the part
sors of suitable films in the build- of the sponsor, the Federal Hous-

ing, finance, and

allied fields
which will be acceptable to the
commercial theatres of the coun-
try. Naturally, such films would
have to be devoid of direct ad-
vertising, but it is felt that from
an indirect or institutional point
of view this field offers tremen-
dous potentialities for the build-
ing industry. In considering these
|)otentialities, sponsors of indus-
ing Administration, and the dis-
tributor. In this case the FHA
will be acting as the middle man
whose sole profit will be the en-
couragement of the solution to a
pressing national need. The fact
that the construction of over 500
new low-cost homes is being
undertaken in the country every
working day at the present time
leads us to believe that within a

trial hlms can well consider that

short time housing will become

the housing market today is a an even more vital subject of in-

mass market and not a class
market. In the years 19.'55 and
19;56, 53.3 per cent of the families
in urban and non-farm communi-
ties received an income of be-
tween $1,000 and $2,500 per year.
Obviously this market does not
only represent the vast housing
market but the vast motion pic-
ture market as well. Films which
illustrate that homes suitable for
terest to motion picture patrons.
Should H.we Wide Appeal
Granting that considerable pro-
duction may be accomplished,
the FHA feels that it would be
safe to estimate that such films
could achieve theatrical distribu-
tion in an average of 5,000 com-
mercial theatres throughout the
country, to estimated audiences of
fifteen to twenty million people.

^int the average income family are

now available, and incorporate
with their design construction and
equipment the latest products of
If thiscan be achieved, of course,
the per capita cost to the sponsor
will be infinitesimal, especially
when we estimate that the cost

nrOT SPRINGS American industry will be of di-

rect personal interest to the large
majority of the customers of the
of such films would in all jjroba-
bility not exceed $25,000 includ-
ing the prints. An important

^ NATIONAL PARK»H«ARKAN5AS
motion picture theatres of the corollary of course to be kept in
country. On the basis of its past mind when considering such pro-
experience the FHA has found duction, is that the rate of obso-

FOR HMatTH
Controlled by the United States Government
that non-dramatic films having a
plain, honest and straightforward
lescence on this type of film
much lower than on the average
is

tale on the subject of housing film designed for showing in com-

to prevent exploitation of their amazing
curative properties, the 47 eHervescent Hot have been highly acceptable not mercial theatres.
Springs are recognized by eminent medi- only to the public but to the dis- George T. Van der Hoef, Chief,
cal authorities for use in treating energy
sapping organic and nervous troubles- and
tributor. The FHA feels today Radio and Motion Picture Sec-
Uncle Sam has erected a *1.500.000 hospi- that such industries and trade tion, Federal Housing Adminis-
tal at Hot Springs to care for service men
associations interested
in long tration, Wa.fhingtoi}. D.C.
afflicted by these ills. Drink and bathe in
the waters for new youth and vitality. time planning and general overall
stimulation of the housing market Housing In Our Time
MAJESTIC
APARTMENTS
HOTEL. BATHS 5
have an excellent opportunity to
capitalize the groundwork
on
A new twenty-minute
motion picture produced
sound
for the
which has already been laid. If Informational Service Division of
Make the Majestic Hotel your home while
in Hot Springs -a wide choice of pleasant such films are intelligently and the United States Housing Au-
accommodations from single rooms, with thoughtfully produced and ap- thority brings to the screen a
or without bath, to delightful 2, 3, and
4 room apartments-Government super- proveflby the FII.\. the Federal fascinating document of the mo-
vised bath house in connection with the Housing Administration will dern American housing problem
hoteL Surprisingly low rates frora*1.50
make every effort possible to en- in Hou.iing In Our Time.

courage their acceptance in the The film explores present slum

Write For Free
commercial theatres of the coun- conditions and then describes
Booklet To
R. I. McEochin,
try. In offering such encourag- how local housing authorities
Manager ment the FHA naturally feels function in cooperation with the
that it has ajriple responsibilit.v. USHA, finally analysing the
The FH.\ feels that sponsors benefits of public housing to
FRANK M. FANNIN, Vice Pres. end Gen. Mgr. labor, industry and the taxpayer.
should be assured of some meas-

[34|
 A PERFECT SETTING

FALL SALES CONVENTION

OR TRADE EXHIBITION

-JL Home famed Chic Opera House, of the euperh

of Chicago's
Civic Theater and of the modern exhihition halls of the
Lighting Institute, 20 North Wacker Drive offers a setting of
unlimited possihilities for fall sales meetings, conventions and
trade exhihitions of all sizes and character.
For example, the 3800-seat auditorium and palatial lounges
and lohhies of the Civic Opera House have accomniodatetl many
thousands of persons attending newspaper cooking schools, trade
gatherings, puhlic hroadcasts and many other kinds of pul>lic
exhihitions. National husiness organizations have staged dealer
meetings and other types of company gatherings in the finely ap-
pointed 870-seat Civic Theatre. In hotli theatres, extensive stage
facilities and the most complete equipment of any auditorium
in the country have served to enhance dramatic playlets, product
presentations, and other types of modern husiness showmanship.
On other floors of 20 North Wacker Drive permanent exhihi-
tion areas have heen reserved together with the most modern
office facilities. Popular priced restaurants are availahle for
the convenience of employees and visitors. Transportation to
all parts of the city is availahle by elevated, surface and motor
coach lines and two of Chicago's largest rail terminals are within
a few minutes walk. Within the walls of 20 North Wacker Drive
every function of modern husiness can be accomplished.

ORGANIZATIONS MEETING AT 20 NORTH WACKER DRIVE

Stomlard Oil Cnntpany Mnrris B. Sachs State of itiinois
of intliann iAtitipany Meflical Assn.

Chicago tlernUi- If estiughouse .ill-State Insurance Co.

Anierican Electric Company L riirersity of
.itlvertising Pennsylvania
The Electric Assac'mt'nn} Typographers
Propeller Club
Steivtirt-H arner \atioinil Broaflcasting Liberty Mutual
i'onipnny Co. Insurance Co.
Hart SchaJJiier S: Marx Drama League Lions i\atl. Conienliftn

YOUR OFFICE HEADQUARTERS

Modern (iffi*^- fat-ililic!^ of all
sizes and <*o><ts arc :i\ailahle in
the forty-two stories of 20 North
Wacker Drive. The iiriiisiial ad-
vantage of li^ht and air from all
sides heeatise of the ahsenee of
surrounilins slnietures is an
outstanding feature .efficient
. .

service hy a well trained service

staff is atiol her. A tour of inspec-
tion may he arran^^'d without
the slightest ohli^ation. Vddrcss
inquiries to the ofHces of the
president, Mr. J. C. Thompson.

20 NORTH WACKER DRIVE

THE • CIVIC • OPERA • B 11 11 D I N G

WASHINGTON BOULEVARD & WACKER DRIVE • CHICAGC

 SELECTED THEATRICAL DISTRIBUTION
The Sun Oil Company's

W
MORE POWER to YOU
The Sun Oil CxSm, ORE POW^R TO YOU" was shown
in 859 selecte andiowns &jliB^asteriinaIiof the United

States and Ontario iif |7pi0 theq^resifto 2,8p6,u0|. theatre patrons. _j.

A national organizatidn, Jperatina,cron^uously and exclusively

for Jam Handy distribution customers, is set up to put suiltible

pictures before theatre audiences, either sectionally or nation- |^^

ally. Provided your picture may be edited for theatrical ^peal,^

you can have screenings in the markets where you want them.

Sponsored Reels W j^'

More than 6000 theatres are available for SELECTED
theatrical distribution programs.
^ ,

r.
Minute Movies
As sales representatives for General Screen Advertising.
Inc.. we can place "one-minute movies" in the pro|grams
of approximately 8400 theatres. "A

m^^^mt^.-^^mmm

DY Okgani^Aihn
Sales Meetings e turns Tall
oyTon
7046 Hollywood BouUvaid 35 EatI Wackci Diive 2900 Taat Grand Boulevard
NEmpstaad 5S09 SMte iT.K
I r

nilSJJiyssuWrjijji

IN THIS ISSUE: FILMS fo* the FOOD INDUSTRY

MAJOR 1940 CAMPAIGNS FEATURE NEW PICTURES
ulj
 —

The Verdict of a Consumer Jury

ay Be Quite Unfair • • •

But that won't help you if it is

directed toward your productsi

ipia®®!!'
H you want prool that Caravel
When the women of America begin to demand that the
Plans get results, check with
claimed superiorily of a product be proved by test, it's
American Can Company
American Machine and Metals, Inc. lime to do two things —and do them quick . . .

The Bales Manufacluring Company

Wallace Barnes Company — Make advertising more believable, as
Bethlehem Steel Company
Black & Decker Manufacturing Company
the majorily of advertisers are now doing
Cadillac Motor Car Division
of General Motors Corp. — Enlist the most powerful corrective me-
Calco Chemical Company, Inc.
S. H. Camp & Company dium available and present the truth in
Cluett, Peabody & Company, Inc. pictured demonstrations, factually, dra-
Congoleum-Nairn, Inc.
Dictaphone Corporation matically, convincingly.
Godfrey L. Cabot, Inc.
The B. F. Goodrich Company
If your product can stand the white light of a motion
Hart Schaffner & Marx
Jenkins Bros. picture promotion, we can show you how to reach millions
Johns-Manville Corporation
Kenwood Mills
of present and future consumers — parents, teachers, grade-
National Biscuit Company school children, high-school pupils, college students
National Lead Company and influence them favorably!
Raybestos-Manhattan, Inc.
Socony -Vacuum Oil Company,
Swift & Company
Inc.
Write for details — let us explain how this Caravel Plan

Talon, Inc.
applies specifically to your company, to your product.
The Texas Company Or better yet, name a time when -we can frankly discuss
U. S. Industrial Alcohol Company
the plan w^ilh your sales executives — either in your offices
OR ANY OTHER CARAVEL CLIENT or in ours.

CARAVEL FILMS INCORPORATED

New York • 730 Fiith Avenue • Tel. Circle 7-6112
 You WUSI Weet
with
You CAN y
PROJECTORS

FILMOSOUND "COMMERCIAL" (right) is a compact, single-case projector offering the

utmost in convenience and simplicity of operation for the busy salesman. It provides uninter-
rupted three-quarter-hour showings of theater quality in salesroom, showroom, hotel room, or
moderate-sized auditorium. Has 750-watt lamp, powerful amplifier, speaker-hiss eliminator,
"floating film" protection, and provision for using microphone or phonograph turntable. New
low price S276

Mrs. America go to the movies 70 million times

MR. and
week. And when they see your business
a film, they'll

expect pictures and sound of theater-like quality. That's what

you must give them, if your film is to be a sales success.
So choose Filmosound Projectors and make sure your film is
brought to the screen with brilliant, rock-steady pictures and
faithful, full-range sound reproduction. Choose Filmosounds
and be certain of programs uninterrupted by embarrassing me-
chanical breakdowns. Choose Filmosounds and know that you
FILMOSOUND "ACADEMY" is the same as —
FILMOSOUND "MASTER" a powerful 16
the "'(lommerciar' except that (1) it is in two mm. sound film projector for serving larger will get lasting, dependable service. For Filmosounds are pre-
cases, one enclosing the projector for extra- audiences. Offers the wide range of services cision-made by the makers, for 33 years, of Hollywood's pro-
quiet operation, the other housing the speaker; of the "Utility," plus even greater audience
(2) it projects both sound and silent film. handling capacity S-^IO fessional movie equipment.
With cases, only S298 Filmosound or Filmo mm. Projector for
There is a Silent 16
every business need. Please write for details. Bell & Howell
FILMOSOUND "UTILITY" {not illustrated) offers all the
features of the "Academy." above, plus greater picture illu- Company, Chicago; New York; Hollywood; London. Est. 1907.
mination, greater sound volume, clutch permitting still pic-
ture projection, and reverse lever for repeating sequences.
Now only S369 HOW MOVIES TELL AND SELL" /^

mm
is an interesting new folder every ex- e/^^A
ecutive should read. Mail coupon for
your FREE copy. / #-^ ^m

FILMOARC is the most power-

fulof 16 mm. projectors. It -- '""— 'U:;;-- ,
employs the automatic, electric-
arc type of illumination used by
I C'wpai.y
movie theaters. It provides such
FILMOSOUND "AUDITORIUM" combines ready porta-
screen brilliance and ample
I
bilitywith capacity to serve very large audiences. Either one sound volume that it can be
or two projectors are controlled from panel on amplifier used in largest auditoriums
/ Address.
I
— instantaneous changeover to avoid program interruptions. where 35 mm. equipment was
From

PRECISION-MADE
S875 formerly necessary. From S 1500,

BY
L' ^
:::::: State
^:::
-X"

BELL & HOWELL

 : "

IM lU E R I ' E { E
News and Comment on Keeent Happenings in the
Active WorUI of Commercial and Educational Films

• The automotive industry spends plenh film business. Last year Hills Brothers gave
each year to give the public the best that's in its their San Francisco NXorld's Fair theatre a pe-
engineering laboratories and design shops. For riodical dousing of coffee odor while the all-
years, too, a top-ranking customer of the com- Cinecolor feature Behind the Cup was unreeling.
mercial film studios, the motor car industry has Coty"s might have done the same thing at show-
used practically every type of viseo-sound pres- ings of Symp/ionies in Fragrance at A World of
entation. So when a top-llight general sales Tomorrow; what could be more natural than
manager for one of the Big Three speaking be- the tantalizing odor of broiled steak at a Swift
fore a recent meeting of the New England Sales or Armour show? Such goings on are positively
Management Conference sponsored by the out for the American Agricultural Chemical Com-
Boston Chamber of Commerce mentioned films, pany, but we want to hear the tardy husband
this department listened attentively. roll in at three ack emma with good cheer
"Today." he said in part, "with highly com- emanating from every pore while he tells the
petitive sales programs, it is necessary to not little woman that he's just been down to the

only tell salesmen what to do but how to do it. lodge seeing that new Hiram Walker feature.
In this respect I have found motion pictures
Memo lo Chris Sinsabaugh
Business Screen and slide films of inestimable value."
Say, Chris Sinsabaugh, we'd like to see your
THE MAGAZINE OF COMMERCIAL AND The Truckers ISeed Films swell "auto-biography' "Who, Me?" made into
EDUCATIONAL FILMS
\^'hen is the trucking industry going to find a sponsored by the automobile trade
picture
out about films? Every time we read one of groups. The historic era through which you
Fruehauf's present institutional newspaper ad- have travelled your observant way should mean
Qo*ite*iU
vertisements on behalf of the truckers, we something to every .American. \^ by not. then,

Cover Suhjt'cl: Reel-lije-hy Camera, hie. imagine the same copy transposed into film. A take this message to every cross-road hamlet
great dramatic story is there with a really fine unhokey
for the telling and one which "cavalcade of American in-
Film l'"(nuni S
The Audience Decides
would get over to American dustrial ingenuity?"'

Food anti Films 11 business groups and motorists

For the benefit of sound-ofTs f'ocalional Training Tip
far more of the truth than
wlio deplore "fonimercial films"
(!anin'(l \ I'arkaged Goods____ 12 Bob Burns and Lyie Spen-
cold type and competitive in- in enlerlainnienl lliealers for the
terests of the newspaper page fonsiiinptioii of movie iiidiistrj- cer, two bright lads with a
Dairy Products 14
would ever permit a conserva- trade papers, we'll siniplj pass on good idea, run an organiza-
Coffee & Tea 15 tive advertiser. Think it over. the poiiil-of-view of one exhibitor tion called Science Research
American Trucking and Frue- who operates a good-sized neigh- Associates in Chicago. Their
Hakini; - ll>
borhood house in the Midwest, specialty telling young
hauf executives! is

Flour and Oreals Id "I'm against atJvertising fihns .\merica how to make a living
Notes on Color lliat try lo *'higli-pressiire" my and we think they're missing
Film Keview Section 17 Dunning sends this
Carroll rustoniers with selling. I generally a good bet by not looking into
department a new sample of can what they like or don"l
tell
opportunities for vocational
New Releases Reviewed Ill
color processing for like by an Immediate reaction. training film material. In-
ihree
We've played sponsored reels for
Televising Ad Films 19 which Dunningcolor is now cidentally, their onfindings
many years and nowadays the
set up. The color screened jobs and the jobless would
ones we get are generally so good
Fruit Growing 21 lieaulifully with remarkable make excellent film material
otir people look upon them as an
faithfulness in detail and reg- extra helping of dessert. for some social-minded in-
Training Retail Clerks 22
ister as well as trueness in
".Straightforward advertising has dustrialist to sponsor for the
ISooks Made for Films 24 shading. to be at least as clever as a good benefit of all young America
Mr. Dunning's words on the radio show lo gel by with my and some easy-to-take wis-
Esso Film Report 25 improvement of 35 mm slide- folks, dolor cartoons, incident- dom for labor organization.
lilm results from Kodachrome ally, have been most welcome,"
Technical News 27
"slilLs" are worth repeating: (). H. <:.— F rigiilaire I'revue
Library Films Guide 33 "The way to improve them, One of the real pleasures
he says, "is to see that the 'stills,' if possilde. in starting a new year comes with attendance at
are shot with absolutely flat lighting. So many a good, fast-moving sales prevue such as the one
VOLUME TWO NUMBER THREE 1940
Kodachrome users try to get "arty' with cross- Frigidaire staged for Chicago and Midwestern
• Business Scie^:n Magazine, issued by Business
Screen Magazines. Inc.. :iu N. Wacker Drive. Chi- lighting and back-lighting and in consec]uence folks in that city recently. Technicolor films by
cago, on January 15. 1940. Editor. O. H. Coelln.
Jr. Associates. R. C. Danielson Robert Seymour.
; : bump up the original contrast too much. They Jam Handy, including one honey on the import-
Jr. New Yoric offices: Chanin Building. Phone do not realize that color of itself makes the ance of food, highlighted the program. The
Murray Hill 4-1054. Jack Bain. Eastern Advertis-
ing Mgr. /Icct7)ta7icc under the .let of June 5, dramatizing of the 1940 model ranges and re-
1934. authorized February 20. 1939. Issued 8 times
character stand out and that they are only im-
—
annually plus 4 special numbers. Subscription
$2.00 for 8 numbers. Foreign; S3.00. 50c the
pairing their color gradations when they have frigerators was also especially well handled, we
copy. Publishers are not responsible for the re- burnt out highlights and empty shadows." ihought. and the manner iii which the show- held
turn of unsolicited m.s. unless accompanied by
stamped, self-addressed return envelope. Entire the interest of the hundreds in attendance was
contents Copyright. 1940. by Business Screen 7/iis Is ^'Scented" Too a real tribute to this kind of modern business
Magazines. Inc. Trademark Reg. U. S. Patent
Office.
The current "wave" of scented newspaper showmanship.
advertisements is old stuff in the commercial The lunch was good, too.

[4] Business Scheen

LEADING FILM PRODUCERS RECOMMEND DA-LITE SCREENS

PWACfiER DRIVE • CHICAGO, ILLINOIS

•For our sales training slidefilms which visualize the Dart-

nell-Brohuck step-up sales plan and for our regular slidefilin

and motion pictui-e productions, we use and recommend only

Da-Lite Screens.

"We recognize that a good screen, wliich presents each

picture at its best, is an important factor in the success of any

film — as necessary as good photography and careful direction.

That is why we have sold Da-Lite Screens exclusively ever since

our organization started."

The above endorsement by Mr. Buckingham is significant

evidence of the superior projection qualities of Da-Lite Screens.

DA-LITE SCREENS HELP "THE SALE" When you choose Da-Lite equipment for your business films,
WITH BRIGHTER. CLEARER PICTURES
you l>enefit from 30 years of specialized experi-
The Da-Lite Challenger Screen shown above is an integral
"kit" recommended by Buckineham & Associates
part of the
foi- showing the S talking slidefilms which constitute the ence in screen manufacture. You receive time-
Dartnell-Brobuc'k step-uii sales plan. The Challenger consists
of a roller mounted Da-Lite Glass-Beaded Screen in a metal proved projection qualities, advanced features
case to which a tripod is pivotally and permanently attached.
It is the only screen with square center rod which prevents
twisting and assures perfect focus of the entire picture. It that make for greater convenience and quality
can be set up anywhere in 15 seconds. Aniong the many
prominent companies which have purchased the Challenger for
showing the Brobuck step-up sales films are Crane & Co.. In-
workmanship — so essential to long economical
ternational Business Machines. Johns-Man vi lie Co.. Johnson
Wax Co.. Kroger Grocery & Baking Co.. Pennsylvania Railroad sei-vice.
Co., Union Central Life Insurance Co.

FREE DATA BOOK

DA-LITE
-r^ur Ckotce ofULeaduu^
SCREENS
-pAx^Utiiayti-, Vlittlln4tOt4'
 RESPONSIBLE
LEADERSHIP
EASTMAN'S negative films—P/ms-X,

Super-XX^ Background-X — have special

features that more than meet every con-

tingency. This ability is backed up by

unmatched photographic quality and

unvarying uniformity, the vital factors

in Eastman leadership for over fifty

years. Eastman Kodak Company, Roch-

ester, N. Y. (J. E. Brulatour, Inc., Dis-

tributors, Fort Lee, Chicago, Hollywood.)

EASTMAN
PLUS-X SUPER-XX
for general studio use for all difficult shots

BACKGROIJXD-X
for backgrounds and general exterior irork

lillSINKSS Si;HK.KN
[6]
 —

To d ay's
Value
Leading Industrial firms, schools and
colleges all over the world are ordering
and re-ordering the new AMPRO-
SOUNDS in ever increasing numbers.
Behind this amazing success of the

Check these AMPRO features! new^

lies
Ampro Sound Models "X" and
a stor)' of numerous superior fea-
""Y"

tures that have set new standards of

NEW sound loop synchronizer — Permits perfect synchronization
of picture and ^oiind by the exact forming of sound loop. Guess-
performance for 16 mm. sound-on-film

work is eliminated. Re-setting of sound loop accomplished without projection.

stopping projector when loop is lost through faulty Him and with-
out damage to the film.

EXTREME quietness of operation — Runs so silently that no AMPROSOUND

"hlimp" or covering case is required. MODEL "X"
• EASE of operation — All operating controls centralized on one
S275.00
iihiminated panel.

• MAXIMUM —
film protection A triple claw is used for moving
him. engaging three sprocket holes simultaneously. Film with
two adjacent torn hole? can be successfully used. Ampro patented
"kick-back" movement lifts the claws from the sprocket holes
before withdrawing, eliminating film wear. Take-up compensator
prevents starting strain.

• IMPROVED sound optical system— The light from tlie exciter

lamp is projected directly and optically onto the photo cell with-
out the losses or distortions normally encountered when mirror,
prism, or mechanical slit is used.

• IMPROVED light optical system— In perfect alignment at ai

times, preset by the factory. Projection lamp i)ase adjustable so
that filament can he moved manually into perfect alignment with
optical system. The Reflector and Condenser lenses are mounted
on front cover for quick cleaning without the necessity of using
tools.

• 1000 WATT Illumination provided — AMPROSOUND Models

"X" and "V" are appro\ed by the underwriter's Laboratories fo
1000 ^'att lamps. A 750 Walt Lamp is normally furnished as stand
ard equipment but can be interchanged with 1000 Uatt lamps.

• PERMANENTLY attached reel arms for QuickSet —

— Reel
L'i> arms are permanently attached; merely swivel
into position for instant use. Accompanying belts, always
attached, swing directly into position.

• SMOOTH sound— Entirely free from waver and dis-

tortion due to its finely balanced flywheel, mounted on
airplane type grease sealed ball bearings, and Ampro's
patented film guides. Curved film guides placed before
and after the sound drum and sound sprocket prevent the film from
Happing.

• IMPROVED
bearings,
sound drum and filter— Mounted on precision ball
the rotating type of sound drum avoids sliding action
c -u AMPRO Precision Silent
between the drum and film^prolongs film life and maintains high
quality sound. Curbed film guides before and after sound drum
eliminates weaving and "Belt action."
*e^y Projectors
• SIMPLIFIED threading— Same as threading silent projector, Ampro Silent Projectors have been long famous for

with exception thai film also loops around sound drum, eliminating their brilliant illumination and ease of operation.
looping film over a third sprocket. Film guides assure correct, easy
threading. They are today approved equipment in thousands of

• FAST Automatic rewind — 100 ft. reel rewinds in 35 seconds

schools, colleges and
who know
homes all

mm.
over the world.

—Ampro
1600 ft. reel in 75 seconds without damage to the film. A'o trans- Among people 16 projectors
ferring of reels or bells.
is recognized as the standard of quality. Send coupon
• USES Standard lamps — Standard prefocused lamps, up to 1000 today for catalog giving full particulars including
^X'atts. "'Special" high priced lamps not required.
the complete Ampro line.

^ll.KNT M(tl»Fr Kl)

Pie3-« send m* ihe new 1940 Ampro Cataloe-

PRECISION CINE EQUIPMENT

AMPRO 2839 N. WESTERN AVENUE

CHICAGO, ILLINOIS
 )

THE FILM FORUM

A (loliiiiiii of Letters from our Readers

Editor, Business Screen:

If it i s n't * IF YOU have extra copies of No.

of Business Screen we would appreciate your
2. Vol. 2.
These
sendiug us one. As a matter of fact we finci

advertised your magazine very interesting and

spare them, we would like very much
if you could
to have
Advertisers
you send us two copies of it regularly instead nl
the one which we are now getting.
Write or Wire If I ma\ add a personal comment aliout this
magazine. 1 would like to say that from the lihra-
Lead the Way I
rian standpoint the fact that is not dated i^
it
rilKY REPRESENT A
umin somewhat confusing.
ciate that this
of criticism but only because
comment
I hope
is not
that

I
made
am
you will appre-
in the spirit
sure that you
MAJORITY OF LE\D-

uum want
magazine.
Julia D.
the best possible

Mann. General Data DepartnicnI.

.ASSOCIATIO.N
use

OF NATION' \I. \I)VKRT1SKRS. IM.

made of your IN(i FILM PRODUCING

ORGANIZATIONS AND
E()L'TPMFNT M\KERS'
nimi Editor, Bu.uness Screen
I HAVE been
:

greatly interested in following

UlEKICAiN RECONO. INC.

BllREAr Business Screen from issue

you are to
to

be enthusiastically congratulated fcir

issue, and tliifik
THE AMPRO CORPORATION
\UDIO PRODIXTIONS, INC.
the splendid success it seems to be meeting. Even
& HOWEI.I. COMPANY
BEI.I,
if I were not interested in its contents becau.se of
BROOKS. INC.
BURI.EICII
20 North Wacker Drive their relationship to my own work. I should find
BURTON Hdl.MES FILMS. INC.
it fascinating reading.
CARAVEI. FILMS. INC.
Chicago, Illinois At this moment, I am wondering
if you can
CHICAGO FILM LABORATORY. INC.
tell me if there is any place where I can get a
COMMERCIAL METAL PRODUCTS CO.
list of industrial and scientific films which might
CEO. W. COLBURN LABORATORY
— for the most complete be available for showing here at the Museum.
\^ e are considering e-xpanding our motion pic-
DALITE SCREE.N CO., INC.
COMMONWEALTH PICTURES
and authoritative market ture showings in this direction, and while I have
THE DE VRY CORPORATION
assembled a small list myself from whatever
DOWLING ANO BROWNELI,
data and reference infor- sources I can pick ujj names here and there. I
EASTMAN KODAK COMPANY
have not as yet found any catalogue or complete
ELECTRO-ACOUSTIC PRODUCTS
mation. Available with- listing. Perhaps none has been compiled to
Division oj Magnovox Co.. Inc.
date, but if so. I thought you would prohahh
INDUSTRIAL PICTURES, INC.
out obligation to any know of it. and I would be very glad indeiil if
THE JAM HANDY ORGANIZATION
you would let me know.
KING cole's SOUND SERVICE. INC.
present or prospective Marion Clyde McCarroll LOUCKS AND NORLING STUDIOS
N. Y. MUSEUM OF SCIENCE & INDUSTKV MODERN TALKING PICTURESERVICE. INC.
user of motion pictures, MOTION PICTURE BUREAU, YMCA
Editor, Business Screen:
MOTION PICTURE SCREEN &
slidefilms and equipment. Some time ago, a writer friend of mine ACCESSORIES, INC.
left me, saying he had
a scenario outline with NEIMADE PRODUCTS CORPORATION
thought of it in connection with one of our NU-ART FILMS, INC.
clients. It didn't suit our needs, but I wanted IHUCIAL MOTION PICTURE PRODUCERS
to talk to him about it. so asked him to come in. OPERADIO MANUFACTURING CO.
He never called, and the script remained in my PHOTO SOUND
files 'til this morning when the phone rang. It Division oj Sarra. Inc.
'''Advertising oj Producers and
was my scenarist friend. After the usual ameni- KMIIANT LAMP CORPORATION
Equipment Concerns is subjected to ties, came this query: "Have you still got that RWEN SCREEN CORPORATION
careful scrutiny. U'hile the publish- .scenario outline I wrote up for one of your RAY-BELL FILMS. INC.
clients about a year ago? I've got a new pros- SOCIETY FOR VISUAL EDUCATION, INC.
ers cannot accept responsibility for
pect I think can use it." VAPOR\TE CO., INC.
all products and services offered in
Right here. I believe, is the basis of some of \l(TOR \NIMATOCR\PH CORPORATION
these pages, every possible precau- the wrong thinking that goes on in the field of WEBSTER ELECTRIC CO.
tion is taken to assure representation commercial movies. Too many people put mo- WEST COA.ST SOUND STl DIOS, INC. N.^.l I

tion-picture advertisingand radio advertising in EMERSON YORKE

oj only those firms capable oj jul-
the same category. A good radio program can
filling obligations according to the change sponsors half a dozen times and do a ''0«/y llitise (ulltTti.-.tTS itppearing itilhin

highest standards oj the commercial good job for every sponsor providing each — the last
listing. A
six months
rigid pnlity
art'
nf
included
adrertisin/i
in this
re-

jilm industry.
one of them retains the program long enough atrirtiims is maintained in accordance with
the hicihcsl standard.^ this industry.
to get the accumulated value of repeated impres- iif

sion. There are a great many other angles to

radio advertising, of course, hut for the most
pari, the fl'lea.se turn to I'age ?i\

[81 Business Screen

 BLENDING PATRIOTISM
WITH SALES APPEAL
"TODAY — fflerecan be no more inspiring ffiriff for any
American than a visii to Washinqfonl A city steeped
in itistoric tradition where you fread the very ground
. . .

liallowed by America's immortals; where you stand . .

Thus is reflected the inspirational theme which carries

through the Baltimore & Ohio Railroad's new sound motion
picture . . . designed to promote train travel to the

Nation's Capital!

Loucks & Norling Studios were selected to make this new pictorial

presentation — based on B. & O.'s recognition of the freshness of our

ideas, plus a production skill backed by 16 years' experience in making

outstanding industrial films.

Ask us for ideas covering your next motion picture! You'll be impressed

at the newness of our approach to your sales problem.

LOUCKS & NORLING STUDIOS

245 West 55th Street New York City

Vutting N^^ Sales Ideas

into Sound Slidefilms
VISA vox visualizes your sales problems of today with the motion picture

technique of tomorrow —injecting New Ideas to help you sell! In full colors,

if you like.

VISA VOX interprets your sales message in such clear, concise, dramatic and

convincing form, its retention by any audience is close to 100 per cent!

We maintain our own staff of writers, photographers, artists and directors — each
with years of experience in producing slidefilms.

We would like the opportunity to suggest a VISA VOX solution for your sales

problems —as we have for many other industrial firms.

VISAVOX
INCORPORATED
(A subsidiary uf Liiuiks & I\t>rling Sliiiliiis)

24'5 West 'JSth Street New York City

NUMIIKK TlIliKK • 1940 [9]

 • •but
People have to see your sales film or it's money build such selective audiences for your sales films.

down the drain. Name your cities. East? West? North? South?

nobody but
Modern Talking Picture Service has operations in 73
But what people? Wouldn't it be better if

major trading areas with 46,230 audiences on call.

your prospects saw your film? \Voukln"t that bring

the cost-per-customer-sold down to rock liottom? Look what else you get. Complete publicity
material, advance notices to home office and all
You bet it would.
field organizations, complete reports of each audi-

Modern Talking Picture Service can do ju;<t liiat. ence certified as to attendance, its age and sex.

This is the only company with Add to this Modern Talking Pic-

the national distributive set-up to ture Service's up-to-date equip-

WAITING TO SEE
hand-pick your audience, and YOUR SALES FILM ment and experience in screenings
25,396 hand-picked tconien audiences,
pick prospects only. 20,834 hand-picked men autliencea. and you see why the Modern way
46,230 total hand-picked audiences.
Name your market. Women? is the Profitable way to distribute
Tbesr are only auditrncrs affilialfd Kith
18 naliuoal activilie&. Others are avail-

Men? Upper Class? Middle Class? aLle — all ^uljject to your selection. your sales film .. .anywhere.

We'll show you facts that prove we Send lor liooklct today.

MOIJEKIVI TALKIf^G PICTUUE SEIIVICE, INC

9 Rockefeller Plaza, New York City

TALKING
PICTURE
SERVICE

[10]
Business Sciuoia
 THE SECOND OF A
SERIES ON FILMS
FOR BUSINESS...

i\D FILMS
HOW MOTION PICT I RES & SLIDE FILMS
SERVE THIS BASIC AMERICAN INDUSTRY

• Food and shelter, man's first products according to the last Cen- processers and packers. Behind them ing begins. First as a co-ordinating
between them
essential needs, divide sus of American Business. 1935. —the
all largest market of any in- medium between the processer and
nearly half of our total national But a panoramic view of the food dustry — stands our entire national wholesaler or jobber, slidefilms and
income. According to one authority industry is more than an impres- population and the millions in motion pictures are used to show
from seventeen to twenty-four bil- sion of figures it is a bewildering — foreign lands to whom many Amer- the company's salesmen and then
lion dollars annually is expended montage of nationally advertised ican food products are as familiar the wholesaler and his salesmen the
to feed 120.000.000 .\mericans: one brands, of independents vs. chain as they are at home. merits of the product, its advertis-
authority sets the figure at S19.- stores, of producers and growers. Films enter this seene tvhere sell- ing background and other selling
(il4.000.000 or 22 per cent of the aids. Then slidefilms and motion
national income. Only shelter, ac- iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiniiittiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
pictures are used to promote the
counted for as home occupancy and sale of the product to tlie retailer

maintenance, came anywhere near NUMBER AND \OLLME OF SALES OF RETAIL FOOD and finally to assist and train the
this figure and then only accounted STORES CLASSIFIED BY KIND OF BUSINESS. 1935' retailers salesmen in selling.
for slightly less than twenty-three The other half of films' service
Number of Sales
billion dollars or 25.6 per cent of to the food industry is that of direct
Kind of business Stores Per cent (000) Percent
our national income in 1929. Dur- consumer selling. Here motion pic-
All food stores 532.010 100.0 88..362.425 100.0
ing the depression years, the tables tures showing the manufacture and
Grocerv stores without
were undoubtedly reversed. There 35.4 2.202.607 other preparation of the product or
meats 188.738 26.3
was no apparent decline in our na- an exposition of its use familiarize
Grocery stores with
tional food consumption but no one consumer prospects with its advan-
meats 166.233 31.3 4.149.813 49.6
will question the collapse of urban tages, create demand in a more
Candy and confectionerv
building activity, stimulated only '-
55.197 10.4 314,467 3.7
thorough way than is possible
stores
by Federal aid. through other forms of advertising.
Fruit and vegetable
Meat, meat products and poultry stores 32.632 6.1 215.965 2.6 An important phase of film op-
led all other food products in the
Meat markets 32.555 6.1 565.640 6.8 portunity, however, remains little
value consumed: grocery and deli- Dairv-products stores explored as yet. In the very size of
catessen products and dairv prod- and milk dealers 16.380 3.1 576.351 6.9 national distribution networks set
ucts tied for second.Together these Bakeries and caterers 14.150 2.7 99.908 1.2 up by chain organizations and in
three classes of foodstuffs account Fish markets— sea-food.. 6.919 1.3 46.811 .6 similiar units organized as retailer-
for more than ten billion dollars or Delicatessen stores 6.554 1.2 88.708 I.l owned chains and wholesale co-
well over half the total value of all Eggs and poultrv dealers 5.747 1.1 52.404 .6 operatives lie hazards of impersonal
products consumed. Odier food stores 6.905 1.3 49.751 .6 management. Distant control often
532.010 retail food establish- calls for frequent aids to salesman-
*Source: U. S. Bureau of the Census. Census of Business: 1935, Retail Dis-
ments were key factors in disposing tribution. I. ship and morale. Here films have an
of 88,322.425.000 worth of food important task yet to be performed.
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ iiiniiiiiiii i iiiiiiniiii

Number Three • 1940 [111

UUU All

PICKUM GOODS
FILMS HELP SALESMEN AND SELL PRODUCTS
• MOTION PICTURES for consumer Presenting Nucoa Advertising
selling; sound slidefilms for sales- The Best Foods. Inc., use both
men training — that's the typical
Kodachrome slides and sound mo-
division of film activities which par-
tion pictures to promote the Com-
ticularly applies lo the canners and
panys famed ""Nucoa" and other both Kodachrome slides and a sound motion picture
^^^ ^
packers of food products.
brands. The motion picture. Touch- oEjS 1 rOOUS are uaed for sales and adrertisitjg promotion
. . .

A leader in this field is the H. J.

down Teamwork, was actually a
Heinz Co., who have been using films motion slidefilm incorporating li- motion picture was shown to 3.380
"since the medium was discovered" brary material for background with audiences during a 12-month pe-
and whose latest sound motion pic-
riod. Shown to brokers, salesmen
step-by-step slides. For the presen-
ture Yesterday, Today and Tomor- and dealers as well as consumers,
tation of advertising campaigns to
row has a pre-determined mark of the picture is in heavy demand at
the Company's sales and distribut-
ten million persons to reach before times. Van Camp has used the
ing organization, individual Koda- all
it has completed its span of useful- medium for five years and now
chrome slides are used to replace is
ness. With a hundred prints in
replacing ihe current feature with
the old-fashioned bulky charts of
circulation that goal may not be
the past. From forty to fifty slides a full-color presentation now in
far away. production. In addition a new
are incorporated in each set,
Heinz pictures, including Seeds dealer trade film is produced each
of Service, produced in "37 and The Another outstanding user is the
year. Of the medium the sponsor
Love Apple, more recent, have the .Minnesota Valley Canning Com-
says: "Our film use and investment
all-inclusive aim of reaching ""all ])any whose new sound motion pic-
has become greater each year due
who eat — and
that means every- ture The Green Giant tells the story
lo the fine job they have done for
body." To attain this mark, a total of the growing and packing the
us."
of fifty sound projectors are owned Company's Green Giant brands.
Other notable film promotion on
and actively operated. The subject Movies are principally employed
behalf of the canned sea food in-
matter of all pictures is of general for training salesmen and brokers
terests must mention of
include
interest. Yesterday. Today and To- and informing jobbers and retail-
Alaska's Silver Millions sponsored
morrow, a three-reeler. deals with ers' salesmen as well as consumers.
by American Can on behalf of the
the story of food preservation. Showings are made to grocer
salmon canners. Really little more
groups as well as through clubs and
than a re-ediled version of a Father
Scenes in ^'Imprisoned Freshness'^ schools.
Hubbard (The Glacier Priest) Alas-
lokich tells the story behind . . .

Chicken oj the Sea. the Van kan adventure, this picture has been
BIRDSEYE FROSTED FOODS Camp Sea Food Company's sound acclaimed by school audiences

'FILM SPONSORS
 :

ing: 3. Special Sales: 4. Personal NORTH WES TERN VEAST LIBBY. M.NEIIX t<{ LIBBY J. HEINZ COMPANY
Selling: 5. Window Display.
Sound slidefilms on these snl)-

jects have lieen made and shown

with considerable success, excepting
the fifth subjectwhich has nol been
made but under consideration at
is

the present lime. Other sound slide-

films have been Srilirij:; the Lihin
Idea, and A Libby Ad Is Born.
There have been three sound
movies since the puppet opus; in
1936. .S()/(f/ Foods in the Infant
Dietary for physicians and nurses:
in 1937. Your Big and Little Cus-
tomer, for the dealer audience: and
another film. /( Speaks for Itself.
The company maintains seven Bell
& Howell Filmosounds and fifteen
filmslide projectors. These are dis-

tributed throughout the various

branches. Lihbys films are shown
to approximately 2,000 groups each
year. These audiences are usually
obtained through local grocers' as-
sociations.

BiRDSEVE Shows Retailers

Club ghoups. lodges and other
adult organizations as well as re-

groups are entertained by the

tailer
showing of a moving picture which
depicts the patented process of
quick-freezing used for Birds Eye .4 sound Hioz'ir, "Lct*s Be Modern"
is shni.-}i to consuiiter audiences.
Foods. Full-ripened fruits in win-
ter, ocean-fresh seafoods hundreds
of miles from the sea. the finest paper, magazine, billboard and di-
meats and poultry at all times — rect mail. Then came radio, and
these are some of the miracles during the past four or five years
brought about by this new modern in my opinion another major form
method of packing foods. of advertising has come to the fore
The picture takes the audience — it is the talking movie, and in no
right to the farms and
fields, the way could it be more valuable dian
the packaging plants and traces to the Canned Food Industry.
various vegetables, poultry and sea- There is one great advantage in
foods through the harvesting, clean- this form of advertising it is not —
ing and packaging operations they only instructive but it can also be
undergo before they reach the final made most entertaining. You can
stage of quick-freezing. tell the public about your product,
The picture points out the rela- von can show it to them under
tive difference between quick-freez- pleasant surroundings, in fact it is
ing and ordinary freezing and often like taking a sugar-coated pill.
shows specifically why quick-freez- There are today many women's
ing retains the full llavor and tex- organizations —
The National Coun-
ture of the food. The Birds Eye cil of Women. The Daughters of
film is a remarkable demonstration the Empire. Women's Canadian
of the methods emj)loyed to seal tdul). Women's Institutes, political
flavor and goodness of food for an organizations, lodges, societies ami
indefinite period. church organizations without num-
ber. Such a picture could also be
Canadian Advertising Man
Presents Prograih Idea made so that it would be of interest
to men. Now both these women s
In a recent proposal delivered
and men's clubs are constantly on
before a meeting of the Canned
the lookout for speakers. It is safe
Foods Association groups in Can-
to say that a picture such as I sug-
ada. Russell T. Kellev. Canadian ad-
gest could be shown at least 400
vertising executive, put forward the
times in a year.
use of institutional motion pictures
In addition to this work of bring-
as the basis of a Dominion-Avide
ing the story of your industry to
campaign. We quote from Kelleys
the consuming public, a picture such
m.s.
as this could be shown on many
A FEW
years ago we had four evenings to retail organizations, to
major forms of advertising news- — sales conventions.

Number Three 1910

 DJIRV PRODUCTS
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIII^

*FILM SPONSORS

1^ f^.m\'%A .

LliPKI-*
COFFEE
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

• THE COFFEE INDISTRV lias clotU'

a notablejob in promotion of con-
sumer interest and sales tiirongb
major sound motion ])icture re-
leases. Two features typify tbe bigli
character of material available,
notably Jerry Pulls the Strings, dis-
tributed last year on behalf of tbe
A JVl rj K 1 C .A IN (^ A 1\ ^pon.'iored the Cariwel-prcdactd soKVfl motion picture "Jerry Pulls the Strings"

coffee industry by its sponsor, tbe

American Can Company and Be- the editing of Behind the Cup as the facilities of the
Motion Picture
hind the Cup. the all-Cinecolor 4- Showings during
well as narration. Bureau of the YMCA. Millions of
reel production exhibited at tbe tbe Exposition period reached well adults and children have enjoyed
Golden Gate Exposition in a theatre over a quarter of million persons. this scenic airplane lour to South
built especially for that purpose by The Company's theatre was one of America and the coffee country and
Hills Brothers, tbe sponsor. the Fair high-spots for design and the crisp narration of Lowell
Jerry began his career at the all around comfort. Consequently Thomas.
country's outstanding grocer conven-
tionsandmeetingslastyear. Asimpic *FILM SPONSORS
dramatic story \vhicb featured tbe
use of puppets enacting tbe history
of coffee in a highly entertaining
sequence. Jerry was contributed to
the industry by American Can. It

has been made available to all types

of groups but particularly to schools
through the sponsor's own distribu-
tion facilities. For school showings,
it was accompanied by teachers'
guides especially written for tbe
purpose. The picture was selected
as one of the year's best by a Busi-
ness Screen Reviewing Committee.
Behind the Cup offered one of tbe
finest delineations of Cinecolor )'et

seen. Shown only at tbe San Fran-

cisco Golden Gate Exposition last
year, it is expected to be released
in a 16 mm Cinecolor version be-
fore long. Hills Brothers have an
earlier film which was shown to
an average of 10.000 persons a
month during its decade of use.
T. C. \^ilson. Hills Bros, advertis-
ing manager, personally directed

"Coffee From Brazil to You" was

 (LifO LouiU'-Wite:^ siionsurcil a slidefilm fur enqiluiic relations.

*FILM SPONSORS

NATIONAL BISCUIT SHOWS

BiKiii; TO MILLIONS AT N. Y. FAIR

• THE NATIONAL BISCUIT COMPANY S Castle organization. Winners ties

theatreat the New York World's in a lour of the Shredded Wheat
Fair played to near-capacity houses plant as well as athletic sequenses
at almost every performance and interviews with famous coaches
throughout the Fair season last on the subject of food and energy.
year. That sums up a success story
for this sponsor and for the me- Improving Employee Relations
dium. The two pictures. Mickey's To its employees Loose-Wiles
Surprise Party and Around the Bi.scuit Company directed a Voca-
Clock with the Cues, were especial- film (sound slidefilm) You Bet
ly produced in Technicolor for Fair Your Life, which has been shown
audiences. The boxoffice pull of the to every person on the company's
original Mickey Mouse cartoon was payroll as well as many dealer
well balanced with the almost groups. Creating faith in the com-
straight advertising of the short pany and its policies as well as
dramatic skit. Here again, top- pointing opportunities to the worker
notch showmanship was exhibited are the aims achieved.
in the use of Waller O'Keefe as
narrator for the Cues.
A final group of films are those
sponsored by Yeast manufacturers.
Before, during and since the Although Northwestern Yeast's pic-
Fair. NBC has had several sound Be Modern properly be-
lure Let's
movies Of these the
in circulation. longs the realm of packaged
in
.35-minute Romance on Main Street goods and is meant for consumer
is the best. This dramatic feature showings, it has nevertheless a bak-
was produced for grocer meetings ing angle in that
it shows a new
and trade showings in contrast to method of bread making. In the
the straight consumer appeal of the .same vein but entirely technical is
Fair subjects. Here the story of Enzynes and Dough Fermentation,
successful merchandising takes a specialized one-reel subject for
precedence.
Fleisclnnann's Yeast (Standard
Again on the consumer slant is Brands. Inc.) which has been shown
Winners With Wheat, a Shredded nationally to bakery engineers at
Wheat picture edited particularly conventions and also before indi-
for school audiences and shown na- vidual baking concerns throughout
tionally through the facilities of the the country.
 —

Commercial television in action: (L to R). John A.
Shea, Goodyear Tire & Rubber exec; Thomas S. Lee,
of radio organization: Miss Bee Palmer appear in skit
featuring pneumatics for farm machines and tire films.
Television station W6XAO, showing setup for project- Bill Haworth. announcer, opens the television program
ing film. Projector throws images directly into icono- for W6XA0 which transmits sound on 49.75 megacycles
scope and television camera head. Below the 2.7 lens and images on 45.25 megacycles. Technician Harold
on the underside of the box is seen the coaxial cable. Jury is awaiting the signal to start film projection.

BUSINESS SCREEN'S THE NEW FILMS

PAGES OF PICTORIAL

NEWS AND COMMENT FILM REVIEW OF

IN
1940
PREVUES
SEEN
...

In commercial film studios from familiarize the "trade" with the ^'Critical Moments" advertising theme which has

IN PRODUCTION: coa.-it - to - coast as 1940 rolled in, been used in Eveready Flashlight ads for the past several years and to show the

sound stages were alive with the music of hammer and saw on sets in construction; results of this campaign, the picture was produced by Audio under the direction

production in full swing on many major and minor features and shorts for of Robert Snody: cameraman, William Steiner. J. M, Malhes was the agency.

America's leading advertisers. In the new National Carbon picture Flashlights! Wilfred S. King supervi^ed for Matlies: Henry A. MacMullan for National Carbon.
Action! Camera! the scene just dcM-ribcd was an opening sequence. Filmed lo More of this and other films of 1940 on the following pages of this Review.
 Whatever the course of
men's affairs elsewhere, it Industrial Council Re-
looks like a busy 1940 for
those who make and for
•ILM REVIEW. II those who use films. The
remarkable selling records
leases "Your Town"
achieved last year by film
sponsors the enthusiasm,
. . .
for National Showing
of dealers and salesmen . . .

and their customers make The opening lines of the Na-

this a "best bet" for 1940. tional Industrial Councirs new'
screen editorial.Your Town The —
fr:t MAJOR 1940 Story of America, set the theme of
this "short" so well they're worth
' ^iy.± CAMPAIGNS IN- repealing. \^'e quote, in part:
"Our duly to ourselves and to
CLUDE FILMS America is to reexamine our u<ay
of life . understand the insti-
. . to
tutions that have made our country
"^G. E.'s Hotpoint great . and understanding them.
. .

division presents to cherish and defend them against

all onslaughts To such an un-. . .

''Blame it on Love" derstanding of the .imerican Way

Hotijoint's full length fea- this picture is dedicated ." . .
Presenting a wide range of pic-
ture motion picture, Blame Released this month for nation- torial backed by factual
material,
It un Lore has just been
wide theatrical showing under the narration, sounds and a
natural
completed. Prints will be musical score, the newly completed
auspices of Modern Talking Pic-
available during March in
lu each of the twelve Hotpoint
ture Service. Your Totvn was pro- sound film "Building the \^ est."
duced by Audio under the direction produced for the Standard Oil Com-
districts. Showings will be
of Boh Snody. A special musical pany of California by Dowling and
under the auspices of local
retailers and utilities show- score by Edward Ludig is played Brownell of Hollywood, is an out-
ing Hotpoint Home Appli- by a 24 piece orchestra. standing example of industrial pic-
ances. The extensive cast tures which tell a comprehensive
The Baltimore & Ohio railroad
of well-known
Hollywood story of leading industries.
^VL^ announces completion of a two-reel
players includes Joan In this motion picture the tracing
Marsh, John King, Nella sound motion picture W ashington.
of the story of Standards leader-
Walker, Cissy Loftus, Mor- Shrine of .American Patriotism.
ship in serving the entire \^ est has
gan Wallace and Frank Produced by Loueks & Norling. llie
been subordinated to the broader
Faylen. J. L. Sholty, picture is entirely devoid of adver-
coverage of typical industries, agri-
Maxon, Inc., was advisor; tising: be made available to
is to
culture and attractions of the west-
Wilding the producer. schools and adult groups through
ern states. Hawaii and Alaska. In
the facilities of the Motion Picture
presenting highlights of the devel-
< Flashlights! Bureau of the VMCA.
opment of the West, however, the
Action! Camera! Setting a trend in sales and pro- part played by petroleum in serv-

^ National Carbon's new

motional which startled
activities
the heating trade, the L. J. Mueller
ing this vast territory and
fold activities is appropriately
its mani-
in-
sound feature delivers a
sales promotional jolt that Furnace Co.. of Milwaukee began cluded.
will hit home among the production in its factory on Decem- The material to be included was

^*^-:IL trade.
dentally, will
Distribution,
be handled
inci- ber 11, of its new sound motion
picture entitled The Hard IT ay. This
first

Company
selected
in
by the Standard Oil
conjunction with the
through the company's own sound movie depicts the progress of motion picture producer, and then
organization. Production at
the Company since its inception in the production crew traveled over
Audio's Long Island Studios
1857 and dramatizes Mueller his- thirty-thousand miles, at different
was ably directed by Bob
tory and furnaces in a new. unique, seasons during a period of more
Snody; supervised by Wil-
fred S. King, Mathes agency
and modern way. It sounds the key- than a year, to film the scenes: fol-

exec and Henry A. Mac- note of bigger and better Mueller lowed by the editing procedure, the
Mullan for National Carbon. sales for 1940. writing of spoken narrative, record-
H. P. Mueller. President of the ing of voice, music and sound effects

n -*
Insurance Men L. J. Mueller Furnace Co.. said in separately, and finally the blending

vw See 'Tours Truly,

Ed Graham"...
an interview recently, "Confucius
was right! One picture is worth a
thousand words but words and
sound together with pictures make
—
of these sound tracks into one com-
plete sound negative.
An
historical
interesting
sequence
incident
of the
in the
film
^ Fjii ( Tilth (I III was intro- an unbeatable combination. They shows the birth of the "service sta-
duced to the insurance bring ideas to a completed thought tion." The world's first filling
fraternity last fall and he's
with lasting impression. Thats why station was established in Seattle in
been on the go ever since!
we have decided on sound motion a 1907. and it was re-constructed,
Since the first of the year,
distribution has been ex-
picture as the spearhead for our from old photographs as a guide,

tended to towns of less than 1940 campaign." in the producer's studio in Holly-
Kl.OOO population. Mr. Mueller further stated. ""We wood, with its altendant atmosphere
Sponsored by the Insti- intend to show and tell the trade of the period.
tute of Life Insurance and what goes on behind the scenes in As to the technical aspects of the
produced under the direc- the Mueller plant and how this ef- film, its production was all on 35
tion of J. Walter Thompson fective medium, new to the
sales millimeter negative, although most
film execs by Roland Reed, heating industry, can help them sell of the copies are made in IT) milli-
Ed (iriiham is no spell- more furnaces at better prices with meter sound. The running time of
.E
J^- binder but a typical human
sort of guy who sells insur-
less effort. This is a quality story the film is 32 minutes and it con-
presented in a c]ualitv manner." The tains over 3.50 individual shots, be-
ance for a living. In the
.«< pictures (left) a comedy world [)remiere of The Hard Way lieved to be a record in the number
note struck
is as Tony will lake place in Milwaukee on or of scenes as conqiared with the total
Giurlani plays the part of about February 1. 1910. It will later length. This finalapproximate 3000
an expectant father. In the be shown by Mueller salesmen to feet 35 millimeter film was
of
lower scene Eil Gruhmn Mueller jobbers and dealers from selected from a total of over 17.000
explains insurance. Coast to Coast. \^'ilding |>roduce(l. feet of original negative I'xposed.
 A STUDY IN
TELEVISING AD FILMS ANIMATION>^
Don Lee Station W6XAO Reports
Telling the story of in-
tricate mechanical parts
• Over 11.000.000 feet of film— tory results have been obtained
and their working is a job
enough to reach from Los .Angeles using either type film for the tele-
that calls for the animation
to Chicago via highway has been— vision broadcasts, although on some artist. Xo matter how com-
telecast from Los .Angeles over the occasions sound recording on
the plicated the explanation,
Don Lee television transmitter. the 16mm film has not been found the detailed drawings show
\S 6X.\0. during the last nine years. as satisfactory as that on the 35mm it step-by-step as they trace

This station, owned and originated film. It is reported that although each phase of movement.
bv Thomas S. Lee. has. since De- better results are usually obtained Here the technical phases
cember 2'i. 1931 been on the air from black and white film, color of a Diesel engine are sub-
jects for the artist's air-
daily without notable exceptions, film has been used very success-
brush as its mechanical
excluding Sundays and holidavs. fully. Of course, the television
"works" are dissected.
and has brought to \5 est Coast tele- equipment transmits only black
lookers some 2443 programs to the and white images, but the color pic-
present date (December 27. 1939 1. tures are satisfactorily broken down Each movement of the pis-
These broadcasts are transmitted into black and white when there is ton means a separate phase
daily —
with the exception of Sun- sufficient contrast between the inten- in the series of drawings;

—
davs and holidavs over \^ 6X.\0 sity of the colors and when the the piston in cross-section
will show how fuel explo-
from 8:00 to 9:00 P. ^L. on Tue.s- colors do not approach the pastel
sions bring about the en-
day and Thursday afternoons from shades.
gine's motion. Color added
3:00 to 4:00 P. Si., and on Satur- \S 6X.\0is licensed by the Fed-
to such a sequence repro-
day afternoons from 5:30 to 6:30 eral (Communications Commission duces the action in even
P. M. Of these broadcasts \^"ednes- as a non-commercial experimental more lifelike realism, show-
day. Thursday, and Saturday eve- station and transmits television ing the flames, burnt-out
nings from 8:00 to 9:00 and Satur- images on 45.25 megacvcles and the gases and explosion in

day afternoon from 6:15 to 6:30 accompanying sound on 49.75 natural colors.
are currenth live subject television megacycles. 441 line. .30-60 frame
broadcasts. Other broadcasts are interlaced Lnited States Standard
Another phase in drawing
films. television images are broadcast.
the evolution of Diesel, The
Although both 16mm and 3.5nini Because of the limited license it is
Modern Power. Here tech-
film.- have been used for the broad- frequently found necessary to cut
nical animation traces the
casts onlv the 16mm is being used the film to extract undue advertising Diesel engine from a Poly-
material. However, pictures such as nesian fire syringe to a
"The Rains Cam^." "The Plow modern streamlined train.
That Broke the Plains." and some Soon the indi\idual draw-
of the General Motors pictures have ings of each successive
been telecast very successfully phase of movement will be
without cutting or editing. ready for the next import-
ant step.
The films to be telecast are pro-
jected directly into the head of the
mosaic type television camera onto Which is the placing of the
the sensative iconoscope plate "keyed" drawings under
where the light rays are broken the camera for straight
down and carried to the transmit- photography. Filmed step-
Thomas S. hv. HfatI of IT 6X^0. ter through the co-axial cable. The by-step in painstaking stop-
sound from the studio is handled motion technique, they will
right at the present time becau.'ie by the regular facilities of the Don soon flash through the pro-
seems the most popular
type jector in natural motion .
this Lee Broadcasting System, and is .

bringing uyiderstanding out

for the commercial, educational. conveyed to the sound transmitter
of the complexities of mod-
and amateur films that constitute a over sound circuits of (he usual
ern mechanical invention.
major portion of the films used. type.
No phase of commercial
Generally speaking, very satisfac- — CwonUtn Palmer picture production is more
valuable to science and
industr>' than animation.

Producing commercials isn't all turbines and steam shovels here's a lightei
THE IMPORTANCE OF BEING EARNEST: moment
:

during; the- "shooting" of a recent International HarvL-ster comedy.

FILM REVIEW. 11
• Motion pictures broadcast over end of the last line of the frame to
television require special photogra-
phy for best results. Observation
CINEMATOGRAPHY lor TELEVISION the beginning of the first lino of
the next frame.
of eleven million feet of film tele-
By Harry R. Lubcke, Televisi on Director, Don Lee System Electrical means are provided Id
vised by Don Lee Station W6XA0. produced as held in the laps of two extra walks by or an auto passes in extinguish the spot so that "return
the past eight years led to these sug- convalescing soldiers in a scene exteriors, while the pendulum of a lines" will not be visible across the
gestions on television cinematog- early in our work. clock moves or a window curtain image. However, it is inconvenient
raphy. It is not necessary that the vari- blows in the wind in interiors. to make the amplitude of these
The first rule is: Do not violate ous areas be of the same size or \^'hen inanimate objects are to be means great enough to prevent the
the usual rules of photography. Il- symmetrically distributed. shown, motion of the camera can appearance of return lines under
lumination, composition, contrast, The jourlh rule is: Keep the over- satisfy the rule. "Panning" is ef- all scenes and conditions, particu-
and exposure as required for clear all gamma range small. fective and desirable in scenic in- larly if prints are supplied with
pictorial definition are to be used. This rule is frequently violated teriors. Planing, "zooming," white frame lines as sometimes
In current motion picture photog- in taking personage shots on ship- change of camera angle, or travel- occurs.
raphy extremes in lighting and board. Here a dark figure is often ing shots all supply variety in in- No frame all may be
lines at
other factors are practiced for secured with a "clear celluloid" teriors and also may be employed tolerable, but in filmproduced for
dramatic Dark, low key.
effect. background. Such extremes en- in many exteriors. television black frame lines 1/16
lighting used to produce a de-
is counter overload points in the sev- Rule six is: Supply medium or inch in width should be supplied,
pressing audience reaction to tragic eral units of the television chain light density prints with black or better, the dimensions of tlii'
sequences. from jjickup device to receiver framelines. standard aperture of the Academy
Such practices may be employed screen. The effect is similar to car- Dark prints, because of the lack of Motion Picture Arts and Sciences
to a limited degree in the television rying the contrast to the toe and of contrast in the toe portion of observed, which has a black frame
technique, but must be re-
they knee extremes of the H-D curve in the H-D and because of the
curve, line nearly 1/8 of an inch wide.
stricted, or the result on the re- photography. low signal level produced in the This is for 35 mm, for 16 mm.
ceiver screen becomes meaningless. The fifth rule is: Maintain Action. television equipment arc definitely proportionately.
The second rule is: Carry detail It is well established that the inferior to ligluer prints from the Rule seven is: Employ lap dis-
in the halftones. The object of prin- eye is used to reduce detail in ob- same negative. solves, quick fades or change in-
cipal interest must be thus por- jects in motion in real life. By the The density numbers on the usual stantaneously from scene to scene.
trayed. For instance, the outline converse scenes of limited detail, as Cinex strip should run around Long fade-outs give the momen-
of a man in a black tuxedo is lost in television, appear to be of greater eleven for a properly exposed nega- tary impression to the audience that
against a black background drape. clarity when in motion. Conse- tive. For a dark scene of low key something has gone wrong with the
The third rule Achieve
is: quently, the principal characters lighting the Cinex reading would television equipment. The receiver
"checkerboard contrast." This is a should move, gesticulate, or talk have to be around five to produce a screen does not go completely dark
form of composition in which upon whenever possible. usable print. during a fadeout as occurs in a
analysis it is realized that the whole Certain short motionless periods Black frame lines should be sup- theatre. It remains lighted to a gray
field of view is broken into alternate may be observed to avoid monoton- plied to insure that no visual im- similar to the condition obtained
dark and light areas. The name ous repetition of motion. Also, puLses are produced by the trans- when the transmitter is on the air
originated because of the clarity background elements may be moved mitter when the receiver .scanning but not transmitting a visual signal. ,,

with which a checkerboard was re- during otherwise still intervals: an spot is retracing its path from the ( 1937 technique.) jj

^ How Should American Business Use Films? ^

A NEW SERIES OF BUSINESS SCREEN SURVEYS TELLS \^HAT HAS BEEN DONE WITH MOTION
PICTURES AND SLIDEFILMS; POINTS THE \^AY TO V( IDER USES OF FILMS IN THE FUTURE:

THE BUILDING INDUSTRY AIDS HOME Waick I

AND INSURANCE PROVIDES GOOD
BUYERS WITH AN EDUCATIONAL SIGHT REASONS AS IT PROMOTES SAFETY.
I
AND SOUND PROGRAM. I
HEALTH & SANE LIVING— \\TTH FILMS.

Od MeeU tke PuUlc I

^<4e Eta^ 0^ Blf Steei
THE PETROLEUM INDUSTRY FROM GETS TOLD TO THE PUBLIC IN MOVIES
I
WELLS TO SERVICE STATIONS; HOW THAT INFORM AND ENTERTAIN. THE
I
AND WHY IT EMPLOYS THE MEDIUM. ,1 PAST. PRESENT AND A FUTURE NOTE.

ALSO IN THIS SERIES: AUTOMOTIl E: HOUSEHOLD UTILITIES; SMALL MANUFACTURING INDUSTRIES

[20] BuSINIiSS SuiEIiN

 KMT liROWIillS
• NKMll.V \ DECADE AGO Suilkist Pacific Northwest Fruits
luoiiglit out Partnership for Profit. Doc .4pple's Family Comes to
the first talking motion picture for Town was produced for Pacific
the and grocery trade. Dur-
fruit Northwest Fruits, a cooperative
ing 1938-1939 season over a
the apple marketing association for
million persons were reported to showings to produce dealers and re-
have attended showings of Citrus tail fruit merchants. The film shows
on Parade, the California Fruit in detail the care of orchards, pick-
Growers Exchange's latest picture. ing and packing of fruit, window
This subject is exclusively intended displays, retail demonstra-
selling
for consumer showings, particular- tions and other merchandising aids.
ly women's clubs, whereas
liefore
The Oregon - California -Washing-
Partnership was exclusively ad-
ton Pear Bureau has sponsored a
dressed lo retailers.
sound motion picture, Pear Lands
A third field of interest is that
of the Pacific, and another recent
of the schools and for these three title in this field is .411 Good Things
spheres Sunkist annually produces Cnmr in Pears, a thrce-recler for
film material. The last dealer pic-
lure Sunkist for Profit is a four-
reel exposition on modern displa\
and sales angles as well as a factual
narrative of industrial history and
operation. Showings of Sunkist for
I'rofit were arranged through the
Company's thirty-four merchandis-
ing representatives.An attendance
of almost 50.000 dealers was the
aim. The final reel of Sunkist for
Profit was processed in color in
order to give dealers a better pic-
ture of display materials in natural
color.

United Fruit Aids Dealers

On the other side of the con-
tinent but interested in virtually the
same fruit and grocery trade as
Sunkist is leading banana-producer
United Fruit. \^ ith the combination

reels Doubting Thomas Goes to

Toivn and Hands Across the Sea.
United Fruit shows dealers how
to sell fresh fruits and vegetables.
Hands Across the Sea tells the
slory of the growing, transporting
and ripening of bananas for the
consumer market. Both pictures
'
have been shown on a single pro-
gram by the Company's own repre-
sentatives; jobbers have also spon-
sored showings for their salesmen.

A slidefilm for consumer showing

{Tropical Treats) has also been
sponsored by the Fruit Dispatch
Company. This subject advances
the use of bananas in cooking, de-
picts their nutritive values, etc.
Showings are made by Company
home economics representatives be-
fore women's groups.

A sequence from the William Burton

Larsen (Larsen Pictures Corp.)
production "Yes, Bananas" showing
various operations of the banana
industry from plantation to market.
 \/\

^-—^,

• THE CLERKS wlio mail the coun- .NOT O.NLV \^ HAT BUT HOW TO SELL
tersof more than 500.(100 retail
These premises are an old story
food stores throughout our land
to many cla.sses of ""chain man- "

are about as big a problem as agements. Certainly the wisdom of

management faces today. Employed telling the salesman what to do
by a chain store organization where and Itotf to do it according to plans
standard practice is something akin originated by the best minds at
to religion and and
their initiative
the top of such organizations has
ambitions them work
wither; let
long been recognized in the auto-
for an "independent" and they dis- motive and service station fields.
cover the nearby chain's competi- In the food industry such outstand-
tion irresistible, and the same thing ing merchandisers as General
happens. Foods. General Mills, the Indepen-
But let the grocer's humblest dent Grocers" Alliance, Kroger
clerk discover that his destiny is
Grocery and Baking Company,
linked to modern ideals of planned
Jewel Tea Company, Red & White
selling, cost control, adierlising — Stores and the International Asso-
and him discover the va.st and
let
ciation of Milk Dealers have orig-
little explored domains of customer
inated programs for this and they
service and a new and useful citizen
all have one important factor in
is created for the benefit of —
common the use of sound slide-
this vital American industry. films for the training and product
education of the company's sales-
man, the wholesaler's representa-
tive or the retail clerk.
In this respect a series of sound
slidefilms issued by the International
Association of Milk Dealers in con-
nection with the training of milk
wagon drivers has brought real prof-
it to member dealers. First reported
.?,1 in these pages last year, the Asso-
ciation's program includes material
showing the route salesman how to
secure new customers, how to han-
dle complaints and other aids which
have as their purpose the trans-

Tile Red and White stores

use sound slidefilms . . .

/]¥£ Red* White

[22] Business Screen

 A General Mills sound slidejilm shous the Company's salesman in action during a typical buyer inlervieu

umm auu Some

md
Notable Slidefilm Programs Serve the Food Industry
salesmen
formation of this routine occupa- company. In essence, this Is an
tion into one of genuine salesman- 1939 Slidefilms Used by illustrated talk by Mr. Karker
ship. Independent Grocers" Alliance on one of the serious problems
of this business.
HOW TRAINING FILMS ARE SHOWN 1. Let's Have a Parade — merchan- 2. Si.x Chances to Sell a 112 —
dising coffee.
Organizational films, such as frame picture, giving a detailed
those produced by General Foods
2. See Profits Through Glass how — explanation of the routine Jewel
to increase gross profits through
and similar processers for showing salesmen should follow in each
better merchandising methods
to the Company's own salesmen home.
of glass-pack merchandise.
present no showing problem. Asso-
All ashed Up merchandis-— 3. Hard and Fast —a 104 frame
ciational subjects such as the Milk 3. If
picture, specializing on the cof-
Dealers' program are generally pro- ing soap products.
fee phase of the selling job.
jected before the dealer's employees 4. Grand Opening — proper stag-
4. The First Olive — a 94 frame
at a convenient hour; other films ing of store opening sale.
picture, explaining the most ef-
such as the IGA program are show n 5. It's in the Bag — introducing fective way to deliver the first
at the IG.4 wholesaler-sponsored new package designs. order to a new customer.
meetings attended by retailers and
their clerks. IG.-^. for example, All four were produced b\

shows approximately 150 meet-

at
ings per program to an estimated
combined audience of approximate-
A few years ago Jewel used a George Haig and Mercer Franci.sco.
limited number of motion pictures
Inc. Professional talent was used
and silent slidefilms for both con- throughout all except the first.

ly 8,500 persons. sumer and sales personnel educa- The purpose of these films is to
tion, but not until last year did the
educate and motivate field sales
Jewel Tea, whose program is
company get into the field of sound personal. Eventually it is Jewel's
described in paragraphs
detail in
slidefilms. On June 11, 1939, each
aim to have a sound slidefilm li-
below, brings its route salesmen to-
of the ninety branches held a sales
brary covering all phases of the
gether in company meetings. These
meeting to introduce the first two route sales job.
are carefully timed alTairs which
sound slidefilms. Since the intro- At present, the company has
lack nothing in showmanship and
ductory meeting two more films ninety Junior AC-DC lllustrovox
Step by step this Jewel
men
interest for the attending.
have been issued and several others projectors in the field one for — Tea slidefilm shows the
have been planned. each branch. Branch managers and
Jewel Tea Program Told pathway to sales success
their assistant managers show these
Outstanding among case histories Films currently in use in the field
films at the regular .sales meetings
of successful users of slidefilm are;
which are held twice monthly, and
training material is that of Jewel 1. Mr. Karker's Message a 51 — use them in the training of new-
Tea. In much the same words ex- frame picture, using shots from men. They also show them in .sales-
pressed by the Company's film au- Jewel's files and a recording by men's homes, especially when con-
thority, we quote, in part: Mr. Karker. president of the tacting "'sub-branch'' men. who are
headquartered outside the "parent-
Shniring member grocers Slidefilms help grocers branch" to^vn and are seldom
how to put over a sale tie up with campaigns... brought in for the regular sales
meetings.
Jewel field men seem to like and
appreciate films. That is evidenced
hy their repeated requests for filmic
treatment of additional phases of
the job. However. Jewel has
adopted the policy of issuing new
films slowly enough that managers
will at have the opportunity
least
10 capitalize fully on one before
going on to the next.

Number Three 1940

 —

BOOKS <w^ ones II

HERE ARE A FEW PRACTICAL SUGGESTIONS FOR MATERIAL

Iron Brew, A Century oj American Ore and Oddli Enough, .4 Pictorial Encyclopedia oj
Steel. By Stewart H. Holbrook^^The Mac- Furs, By .irthur Samet. .Since Revillon Freres
millan Co.. 1939). The background of our did it there hasn't been a good jur film.
steel industry offers a script for an education- Post Haste, A Manual jor Modern Letter
al-industrial feature. Writers By Mary C. Foley and Ruth C.
Music for Fun, By Sigmund Spaeth. (Whittle- Gentles. Here's a suggestion jor an office sup-
sey House. 1939.) The well known "tune ply sponsor —or typewriter company.
detective" has made "shorts '
of this type Primer of Figure Skating, By Maribel Vinson.
why not an entire sponsored feature? W hittlesey House, 1939.) The skate manu-
(

How TO Succeed Retail Selling. By Ray

in
Morton Hardy. (Harper & Bros., 1938. Why
not a "serial" for bi-weekly showing to clerks
as a film training school sponsored by a group
of interested manufacturers?
facturers have Sonja Henie but how about
) making the most of it?
A Short Series: Better Tennis, Better Bowl-
ing, Better Golf, edited by experts in their
fields including Ellsworth J ines, Ned Day and

People, How to Get Them to Do W hat You Sam Snead. The bowling idea rates first!
Want Them to Do. {Maxwell Droke, 1939.) And the Following: 125 W'-ays to Make Money
Another oj the "personality" books but one With Your Typewriter; How to Sell Your
which offers possibilities jor various selling W ay Through Lije; What to Listen jor in
field sponsors. Music. And manv more in our next!

• AN IMPORTANT majority of Hollywood's out- the place of showing or in the local bookdealer's

standing hits of the season has been produced window.

from the "best-seller" lists of fiction works. Such \^ here a few thousand copies of certain types
box-office successes Gone Willi the If ind.
as of non-ficlion works are now sold, a film edi-
Crapes of Wrath, Rebecca, Oj Mice and Men tion might be published which would be of
and others too numerous to mention gained first great value to every member of the audience.
popularity in print. Particularly where films are shown to technical

Yet there is another "best-seller" shelf which or sales groups offering certain types of train-
gets no such attention. Although copies of the ing. Ned Day's book on Bowling could,Better
works on it are sold by the thousands on occa- for example, be easily tiedup with distribution
sion, there is no place in Hollywood for the through principal recreation centers where the
factual book, those many "how-to-do-its" and film of the same kind would be shown.

similar volumes which sometimes achieve a wave Editor's Note: This is the first of a 1940 Series
of popularity just as great as the Margaret Mit- now inaugurated by this Review Department. A
chell "classic." strange as that may seem. selected list of especially interesting non-ficlion
It would appear that there is a place for books material will be included in an early issue and
of this character, from time to time, on the the feature regularly maintained. Your con-
commercial screen. Their fields of interest are tribution is invited.
well-defined. Often as in case of sports volumes
on golf, tennis, etc.. the popularity of the books FOOD INDUSTRY NOTES
is matched by a corresponding number of prod- As this issue goes to press, the jollowing
uct manufacturers all of whom stem out of an news worthy notes are worthy of mention:
enthusiastic interest in the game. The same is
A new
sound slidefilm on Balanced Meal
true in gardening and similar pursuits.
Planning by N. E. Daneld for the
directed
There is another field of specialized interest.
-Merchandising Division of the John J, Maher
It is typified by such volumes as Hoiv to Sleep
Printing Company, Chicago, was available for
and What to Listen For In Music which are of
showing to a restricted group of leading inde-
a semi-professional nature. The former, it has
pendent grocers. The film presents a unique
already been suggested in these pages, should
promotional program leased on "balanced meal'*
have the sponsorship of the Simmons Company.
menus for retailer distribution.
The latter might be an excellent vehicle for a
radio or phonograph manufacturer or might Omitted from other food pages in this issue
well carry another type of product entirely. but deserving of mention is the group of food

Still another field is that of occupational im- certainly be greatly enhanced by the additional merchandising belonging to the National Health
provement. Here a dozen new Ijooks appear publicity given and the sponsor's prestige would Foods Association. Over 500 million is spent
each month. How to Succeed in Retail Selling hardly suffer from the connection with a fairly annually for these products with over 500 out-
successful authority on the subject with which lets in -10 states. This situation will be discussed
and similar volumes would be of real interest
they are concerned. This could be promoted in an article in an early issue.
to clerks and students everywhere. Books on
personality phases such as those by Dale Car- into regular advertising channels as well. Many other food sponsors can be named in
negie the volume People illustrated above would From the publisher's point of view, there is addition to the hundreds whose programs are
be immensely popular with all types of au- a great deal to be said in favor of such com- discussed in this issue. In addition two impor-
diences. mercial film tieups. Where pictures are re- tant articles: THE
AND films.AGENCY — II and
Such books would not be difficult to iiilerpret leased for group showing on a national basis, SCREEN advertising's FUTURE will appear in our

in factual films. The sale of the Itooks mi<;ht Ipook tieups may be arranged with displays at next issue.

[24] Business Screen

 The Finest In ESSO REPORTS FILM
SUCCESS IN 1939

P/iCfecti04t

•In the modern auditoriums

and conference rooms of
America's foremost business
organizations as in deluxe
entertainment theatres
throughout the world, De-
Vry theatre projectors are
carrying on a great tradi-
tion of superb film show-
manship. Before large audi-
ences everywhere, at con-
ventions, open-air gather-
ings, etc., where conveni-
ence and portability are
essential, the DeVry port-
able and semi-portable 35mm
projectors afford the same
screen and per-
brilliance
fect sound reproduction
as the distinguished De-
\ Vry "Super" models.

^'^'^ The DeVRY "SUPER"

35niiii Theatre Type Arc Projector
The "Super"" a permanent theatre in-
model,
stallation, on the DeVry tradition of
carries
superb workmanship and high technical perfec-
tion as the finest equipment in the DeVry line.
Its handsome streamlined case houses a perfected

projection movement, finest "Bnllante" Lens

and "Super" arc equipment especially suitable
for the largest auditoriums.

r/ip DeVRY "PORTABLE"

35nin) Motion Picture Projector
Ideally suited for road-showing of
business and educational as well as
entertainment pictures, the DeVry
"Portable" is a light-
weight, highest quality
35mm sound projector
offering either 2,000 or
1,000 foot magazine
capacity. Combines ease
of transport, screen bril-
liance and excellent
sound reproduction.

A FEtt PROMI!\E!\T

DeVRY
CORPORATION
1111 ARMITAGE AVE. -:- CHICAGO
Cable Address: Hermdevry
New York (Es/ahi,:<hrd unzt Hollywood
 FILM STRIPS USED for EDUCATIONAL EXHIBITS
Picturol Library Offcrx Eronomicul Distribution I'lan

Recent correspondenxe from an Easterii selected pictures in a number necessary to vis-

lextilf manufacturer hrouglit up the question of ualize their story together with the necessary
moflernizing ""educational" liliraries of lantern- supplementary text matter. It is, of course, re-
slides and picture collections sent out for e\- ipiired that the picture and story be educational
liiljits and to schools. Cost of transporting bulky- innature. There is no objection to the use of
slides, breakage, and the need for wider distribu- trademarks or other advertising in the material
tion are problems to be met. or content. The manufacturer is asked to donate
One important pha.se of this subject is that of one print of the filmstrip to each school, church,
.school distribution. Not only textile concerns V.M.C.A. or other organization entitled to such
but insurance companies, cereal manufacturers service under the conditions covered below:
and other industries offer these educational ex- The Society maintains a carejulty culled list
hibits. To these firms we suggest the modernized of educational institutions ivlwse heads have
filnistrip technique. signed forms agreeing to use free commercial
There is a constant demand from schools for same as they
films in their daily teaching, the
educational and informational picture material. use the films purchased outright for their
Many schools cannot afford to purchase all the permanent library. The Society agrees to pro-
GET APPLAUSE EVERYWHERE visual material they need and are glad to re- duce the negative and positive prints of such
ceive and special filmslides, promptly upon receipt of
^ At Your Dealer Meetings use filmslides containing advertis-
ing material if it is made available to them the original material. They also agree to do
* Before Association Groups School children are daily studying
free of charge. all necessary clerical ivork. packing, mailing
^At Clubs, Lodges & Schools many subjects which are made much more inter- and service in connection ivitli the distribu-
^ in the Dealer's Own
Store esting and easily learned if supplemented by tion of special films. At the end of each month
pictures of the actual manufacturing processes, the .Society will bill the industry making
^ In Entertainment Theatres
which chemistry
for instance, especially those in these free films available to the schools for
plays an important part. Visual material on the actual number of copies delivered dur-
health, economics, food and diet, agriculture, ing that month. If required by the industry,
etc., is also very much in demand. the Society furnish a Post Office affidavit
ivill
IT TAKES^SHOV/MANSH/P- The school child of today acts as a purchaser of mailing with each invoice.
for his mother and will be your customer of to- The films delivered under this plan remain
morrow. In the schools of the United States the property of the schools, to be shown to
there are twenty million pupils old enough to each succeeding class and such sponsored films
appreciate your product, approximately five are furnished absolutely free to the school.
million of these being of high school age. When- Cost of Service
ever pictures are shown an
in schools there is The only charge to the industry is a flat rate
"•^utfienice? ti/ce This appreciable percentage of adults viewing them of $1.00 for each filnistrip not exceeding 50
j

including the teachers, principals and superin- frames in length delivered to a school. The
tendents, as well as parent-teacher groups. Society will guarantee an immediate distribu-
tion of 13.092 films, or it will accept a mini-
S. V. E. PiCTUROLS
The surest way of getting your product be-
mum distribution of 1,000 prints. If preferred
by the industry, the Society agrees to bill the
fore these educational groups
through a is
industry at the rate of 100 films per month per
projected picture, and a very inexpensive way
1.000 rolls contracted for.
of securing illuminated pictures is by means
• Let Us Present •
of PICTUROLS (filmslides). picturols are pro-

Your Film Opportunities — duced by the Society for Visual Education. Inc.,
and consist of a series of pictures, charts, or
PICTORIAL CREDITS
Screen is indebted to the follow-
Bii.^iuc^.^
titles arranged in sequence on short strips of in;/ for pictures nppearint)
orf/atiiztitioN.-^

A Personalized Study non-inflammable 35 mm motion picture film. in current issue.

thi.^

Page 11 (Table scene) Burton Holmes,

Any number of frames or pictures may be made
Films, Incorporated.
in one roll but for educational purposes 35
Sent Without Obligation Page 12 (Top, riglit) Best Foods, Inc.;
to 50 pictures are most desirable because that (lower, left) Frosted Foods Sales
number of pictures will usually illustrate any (^Corporation.
Page 13 (Northwestern Yeast sequence)
Phone or Write: le.sson and the showing of them will conic Chicago Film Laboratory, Inc; (Libby,
within the classroom period. McNeill & Libby) Chicago Film Lab-
vratorij, Inc; (H. J. Heinz) .Audio
PlCTimoi.s may be made from hand-leltered
Productions, Inc,
or printed title cards, drawings, charts or photo- Page Vi (General Foods slidefilm) The
graphs of various sizes. If preferred, all of Jam Handy Picture Service,
the information can be put on the filmslide P.4GE 14 (National Dairy Products)

Burton Holmes itself, but as a rule the pictures in the film are
merely numbered in the lower lefthand corner
.\tlas Educational Film Co,; (National
Dairy Council) Burton Holmes Filvus,
Inc.; (Milk Industry Foundation)
Vocafilm, Inc,
and a printed manual is supplied for the infor-
Films, Inc. mation of the teacher. Photographs used in
Page 1.5 (American
Caravel Fibns, Inc; (A & P Coffee
Can Company)

PRODUCERS •DISTRIBUTORS
LABORATORY SERVICE
7510 North Ashland Avenue
Chicago, Illinois
Telephone ROCers Park 5056
the production of a picturol strip are not Service) William Burton Lar,^en,
Page Ifi (Loose-Wiles Bis. Co.) \'oca-
injured in any way and retouched photogra[>lis Inc; (National Biscuit Co.)
film,
may be furnished. Caravel Films, Inc,
P.\ge 20 (United Fruit Co.) Il"c.'.-( Coast
Special School Distribution Service Sound Studios (.\'5') , (Pan-American-
A special distribution service is maintainc<l Bananas) WilUum Burton Larscn;
by the Society in connection with picturols. A (Hawaiian Sugar sequence) Dowlinit
iC- Brownell, Hollywood,
manufacturer or association is asked to supply

126] Business Screen

 )

• The important role played by be off center on the filmstrip. operated by a 1 10-volt 60 cycle at 245 W est 55th Street, New York
the engineering laboratoriesof prin- (5) S.V.E. Rewind Take-Up for A. C. Motor, as regular equipment, City, or write Business Screen's
cipal manufacturers of sight and convenience and protection of film. a Universal Motor for use on both Service Bureau in Chicago for
sound reproduction equipment for This patented device rewinds the A. C. and D. C. will be supplied further information.
the film industry will he the suli- film as being shown and in-
it is without additional cost on special
ject of a new series of articles to serts it a can in proper se-
into order. The Junior Selectroslide dif- Projecting Color
be inaugurated by this department quence for the next showing. fers also from the Standard model
A new type of carbon, said to
soon. Other major editorial devel- (6) Combination aperture masks in being used by automatic control
produce illumination much higher
opments include a 1940 series on for changing quickly from single only and fills the demand for in-
in red ray content than heretofore
Color for the Conuiiercial Fihn. to double frame pictures or vice expensive means of projecting color
available in arc lamp projection, is
versa. or black and white 2" x 2" slides
announced by BELL & HOWELL, and
New SVE Projector (7) 150-watt lamp for brighter pic- as is part of window or factory dis-
is .said to be of major importance
On the market for the 1940 sea- lures. plays, product demonstrations and
in the projection of 16 mm.
son is Model DD. latest projector (8) Simple elevating lever. Conve- the like. Address Spindler and
Kodachrome film.
addition in the popidar Tri-Purpose niently located at the side for easy Sauppe. Inc., <S6 Third St.. San
raising or lowering of the projector. Francisco, for further information. All Kodachrome film is espe-
linemanufactured by the society
cially corrected for projection with
FOR VISUAL EDUCATION, INC. The (9) Hinged lamp house for easy
incandescent light, which is high
only 150-watl projector available, access to lamp.
in red content, and when this film
this machinehas everything the (10) Heat absorbing filter. To
is screened with arc lamp illumina-
projectionist has wanted for show- protect the film, all S.V.E. projec-
tion, which is deficient in red, there
ing 2" X 2" Kodachrome or Du- tors have this essential feature
is a slight coldness of color. With
faycolor slides and 35 mm. film- which minimizes heat at the aper-
the introduction of the new type
strips, either frame or double lure. yet permits maximum trans-
carbon, this deficiency has been
frame. mission of light.
overcome, says Bell & Howell, and
The Model IJD includes the fol- (Ill Handsome carrying case. Fin-
the colors in Kodachrome will
lowing advanced features: (1) New ished in black shark leatherette and
screen in their true warmth and
semi-automatic slide changer. ()|i- lined with green chamoisette.
tonal values. Projection of black
erated entirely from the top. this
Selectroslide Jiiiiior and white film remains unchanged.
important improvement makes
changing slides a simple detail. Spindler and sauppe, inc.,
A'ra' Bell & Hmvcll film .</,

Slides are inserted at the front one manufacturers of the remote-con-

Rejuvenation
at a time and are pushed down into trolled Selectroslide, automatic
slide projection equipment, are now
Requests for industrial
position by means of a triangular-
film subjects by worth-
shaped center control. hen the \^ working on a model known as the
while audience groups
next slide is one just
inserted, the Selectroslide junior.
can sometimes be filled
shown comes up in position ready This amazingly useful new equip- with old prints taken
for the operator to remove and ment has been designed to answer off the storage shelf and
insert the succeeding slide. ihe demand for a Selectroslide of re-edited at little cost.
(2) An anastigmat objective lens smaller capacity and low cost for MICHAEL FRE ED MAN .

equipped as standard, for greater display purposes primarily. In this American Recono execu-
brilliance, true color projection and model, the ])rojector and the tive, suggests Recono's
sharper screen images sharp to — mechanism are boused in a single exclusive rejuvenation
the very edge. unit, both compact in size, and light process in such cases.
Scratches and other
(3) New positive film movemeni in weight. The slide changer, or
marks of wear, as well
;
control. I^y setting this lever for drum, holds .sixteen 2" x 2" gla,ss
as brittle condition, are
single or double frame pictures, the slides which are easily and quickly
completely solved thru
film is moved down one conqilete inserted or removed. .Any specific
Recono's rejuvenation
frame with each turn of the knob. slide may immediately be referred process. Address Recono
(The knob does not have to be to if required h\ siinpK turning the
)
turned twice for double frame pic- drum by hand.
|i tures. The mechanism has been de- PROJECTOR PARTS
from a precision Iniill 16 mm
1
(4) Micrometer side adjustment signed with an eye to the utmost in Anipro firojccior setup show-
"
for centering ]>ictures which miiiht (lependal.)ilily and while il will be iiui the intrieate meehonism.

Number Three 1910

 iiiniiiiiiiiiitiiiiiiiiiniiiiiiiiiniiiiiiiniiiiniiin

16mm ^(Luipment SOLVING YOUR PROBLEMS WITH SLIDEFILMS

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII[l!!llfl!!i:illl!lllll!lllllll!lilllllllllllllllllll^

In our first Bulletin wc Sound-Slide Films. We

listed sixteen ivays to use
for the BUSINESS FILM USER continue ivith Part
about the first list.
2. Many
letters and comments haz'c been received
Helpful suf/ijestions and additional apl^licaiions are
years'
Specially designed equipment ^or the business film user
experience supplying the motion picture Industry.
based on our 24
the result. IVe zvelconie them —
let^s make this list as complete as possible

Everything ne&6e6 for: — for yoitr ozvn use as zvell as for others. Perhaps in the following list you
will find sojnc additional ideas and icays that Sou>!d-Slidc films can
FILING EDITING HANDLING SHIPPING STORING CLEANING profitably be applied in your b\isiiicss.

FILE YOUR FILMS By R. M. IMcFarland IN COMPANY POLICIES— Sud-

Your nims are valu- rlen and drastic changes many times
able —
keep them from 17.MUST YOU SELL SEVERAL act as a boomerang and kill almost
becoming brittle, dried PEOPLE IN ONE ORGANIZA- overnight the millions spent building
out,
oil
lull
and grime-
of
Protect
dust, dirt,
TION?— Most salesman are finding good-will among your employees,
and preserve them I
that selling butone person in an or- jobbers, dealers and even tlie con-
^•aiiization is adangerous practice. sumer. Several users of Sound-Slide
INSTANT SELECTION
PERMANENT Tnday tiie top salesman is insuring Films have very cleverly capitalized
PROTECTION his orders by selling as many people upon these changes in such a way
ALL STEEL DUSTPROOF as possible in the organization on as to build rather than destroy good-
INDEXED FIREPROOF his product and its merits. With will. They have placed their prob-
TAMPERPROOF Sound-Slide Films you can tell the lems squarely on the table the . . .
HUtvllDIFIED same convincing story to the whole
MM-55 thinking and reasons behind the
Whether you have 5
organization at one time whether it
reels 6,000 Neumade
or Holds 50 reels each held
move anfl what it means to every-
can provide the cabinet. erect in place by curved,
numbers ten or a hundred or more. one involved. On several occasions
In fact it is practically impossible to
heavy, wire rod separators; in- liie changes were never made the . . .

dex card for each. Double re-
inforced doors have 3-point
locking device and key lock.
show a Sound-Slide Fihn to one man Sound-Slide scenario with the pro
in an organization. The experience and con facts proved the fallacy of
of thousands of salesmen has shown the moves. Try it . . .

that the original audience is usually

21. GROUP SELLING— Thereare
SAFE MODEL
Holds 50 reels each in separate
double wall compartment of heavy
gauge steel; safety air chamber
REWIND AND SPLICER ASSEMBLY
"^
i
;^"''
augmented several times during the
presentation.
18. SPOTLIGHTING
PRODUCT OR PRODUCTS IN
THE PURCHASING AGENT'S
YOUR
several sectors nf the ATiierican pub-
lic who assemble for other purpose'^
but are willing to submit to com
mercial Sound-Slide Film presenta-
surrounds each film; individual tions. Among these are various
door, handle, index card. Large
steel outer cabinet has reinforced
Complete editing and repair assembly mounted
weighted, white porcelain panel, 40 in. by 13 in.; tv
i

MIND — .\ small survey made re- types of clubs both men's and . . .

door, 3-point locking device and geared end rewinders for any siie reels, counter bi cently among P.A.'s brought to women's schools, colleges, uni-
. . .

key lock. Standard finish olive- anced cranks, full grip handles; Griswold sound light some very interesting infor- versities, labor unions, fraternal -^ii
green enamel, baked-on; polished
chrome handles, hinges, etc.
silent splicer; cement holder and applicator.
Complete S3S.00
mation. First: AP. .A. seldom re- cieties, payroll groups, churcli
fers to his voluminous films of groups, etc. Small town shows in
If desired, one or RW-I Geared Re-
SEND FOR CATALO&UC winders. Set, 512 catalogs and printed matter as most empty storerooms on Saturday
more tiers of com-
partments may be left HMi Grisvrold 8 or of this material is obsolete . . .
nights, windows in retail establish-
out providing conve- ? J^JzotZi/cZj (3yy3i 16 mm SPLICER that's why he writes each time for in- ments, police stations, fire stations,
nient shelf surfaces (sound or silent),
formation and quotations. Second: street corners, during the lunch hour
for film equipment. $15.
42«) W. 42nd St. He has several lielpful "bibles" for in factories and other business estab-
reference. However his most im- lishments, fairs, and a host of other
portant reference is the Salesmen's places where groups gather. The re-
Calling Card File in the right-hand sults achieved from this kind of cir-
drawer. The salesmen who impress culation are often astonishing.
him the most are in that file. Sound-
SHde Films have placed many sales- 22. AS A DOOR OPENER—
GENERAL FILM COMPANY men's cards in that all-important
P.A.'s File.
Millions
money
of dollars in time and
has been spent by executives,
agencies and service organizations
19. EXPORT SELLING— Sound- attempting to solve this all-import-
of Hollywood Slide Films have proven powerful
adjuncts in export selling for many
ant phase of selling. It is seldom
that a Sound-Slide Film fails to
manufacturers. The overseas buyer gain an interview for a salesman.
takes pleasure hi announcing or prospect can't visit your factory. It's new unique time saving
. . . . . .

It's almost impossible for him to go . interesting

. . entertaining . . . . . .

that around the corner to see someone in fact a good solid interview lasting
who is using your product. In many sometimes an hour or more usually
cases your product may he so far follows
Charles L. Glett beyond the buyer's experience that
it's impossible for him to visualize
23. POLITICAL CAMPAIGNS—
it. Sales ingenuity and strategy of During the past few years an in-

a high order is demanded of most

creasing number
of candidates for
formerly ofilice have profitably sponsored
overseas salesmen. It presents a
perfect opportunity for Sound-Slide Sound-Slide Films for showings be-
Vice President of Films both in English and foreign fore clubs, organizations and other
languages to put across your pro- interested groups in sections of their
ducts. political territories where it is im-
Audio Productions, Inc. possible to make a personal appear-
20. ANNOUNCING CHANGES ance. They find that this medium
has been appointed The neiv Model DD,SVn.Tri-Purposc Projector announced on Page 27 of this issue

Executive Vice President

of our New York subsidiary

GENERAL FILM INDUSTRIES

INCORPORATED
30 Rockefeller Plaza Equitable Bldg.
New York * HoIU'wood

Associated companies
General Film Finance Ltd., London
Cartoon Films, Ltd., Hollywood
Crime Club Productions, Inc. Hollywood

[28] BUSINKSS Sl.HKKN

 Think wliat it would mean to your
selling costs via savings on returned
merchandise, service calls, dissatis-
ticd custoiners, corespondence, etc.,
if every purchaser of your merchan-
dise would be shown as part of the
purchase a Sound-Slide Direction or
Explanation Film that would answer
all of his questions regarding tlie
use, operation and care of your pro-
duct at the time the sale is made.
29. MARKET RESEARCH WORK
—Sound-Slide Films are being used
more and more in all types of re-
search work. Determining consum-
er acceptance, value of product

I c a I }i fti} s o H n d slide films

changes, market possibilities of new
products, determining what pattern^
or styles will sell best in your new SUDEHLM
^^ YOUR
OWE
permits them to outline their plat- line, etc. Most research workers arc
forms, policies, acconiplislinieiits. handicapped in their work of obtain-
etc.,

24.
effectively
SPECIAL INDIRECT SELL-
and convincingly. ing the information required because
of the human element factor the in- — the Shomnji
ING CAMPAIGNS— u r a n r e n
abilit}- of interviewer to make
the
r.jii)panie>, nudical societies, coun-
I s
his questions clear —
the lack of in-
cils, associations, and other orj;ani-
zations campaigning for Health, Hy-
terest on the part of those inter-
viewed because they cannot visualize
and P'-'>*''*'tLcC
giene, Fire Prevention, Safety. Acci-
dent Prevention. Better \'ision. Bet-
ter Lighting, Home Modernization.
the problem or article and its op-
eration or uses. Try the Sound-Slide
Film method on your next important
^ \T
DESERVES
Travel, Recreation, Prevention "it research job. You'll be agreebly sur-
Cruelty to humans and animals, etc. prised how much the medium will
— and others against Government increase the efficiency and the re-
•^ults of your survey.
Interference, Taxation, unfair prac-
tices, and policies, slums, false rum- 30. FUND RAISING CAM-
ors, etc., are using Sound-Slide Filnis PAIGNS — Community, charity or-
before clubs, lodges, organizations, ;^anizations. churches, public institu-
church groups, schools, and their tions, colleges, associations, in fact
own <'rs:ani/ations. any group or agency interested in
25.TRAINING EMPLOYEES raising funds will find the Sound-
Slide Film their greatest sales aid.
FOR SPECIAL SERVICES—Air- Most funds are raised by volunteer
line hostesses, railway employees,
solicitors who have little or no con-
hotel and restaurant waiters, bell-
hops, ta.xi drivers, collectors, in fact
ception of the need, use or a<lminis-
wherever there is a group in the em- t ration of the moneys collected.
ploy of your company whose duties Misrepresentation and unfair advan-
tages taken by solicitors are almost
are approximately the same in all
entirely eliminated when your entire
parts of the country, Sound-Slide
Films have proven the most eco- story and appeal is made with
nomical and effective means of train- Sound -Slide Films. Expensive
ing them.
travel, literature, correspondence,
paid help, and controversies arc
26. OFFICE SYSTEMS AND minimized. Specliy
FORMS — Most large organization-;
31. CONVENTION AND EXPO-
have never been able to train their
SITION MEDIUM—
Here is a place
employees and representatives to
correctly use their various office and
business forms. Also branch ofl^cc
systems are generally changed to
where
pects'
comiietition for tlie pros-
tiie
attention is keen and your
story must be told dramatically, con-
SLIDEFILM
meet the ideas and opinions of in-
dividuals who have no conception of
the confusion, mistakes, costly cor-
cisely and in such an interesting
manner that it will compel and hold
attention. Sound-Slide Films will
do exactly that and in addition free
PROJECTORS
respondence, time and expense even
the slightest deviation from standard
home
the sales presentation from the limi-
tations of an exhibit booth show- — ...THE STANDARD AMONG
practices costs
Sound-Slide Films are being used to
correct these situations with excel-
the office.
ing manufacturing processes, instal-
lations, uses, testimonials, the com-
INDUSTRIAL FILM USERS
plete line, etc. .-Mso the story is told
lent results.

SALES POLICIES — each time completely and with the For More Than 75 Years
27. During same enthusiasm allowing the at-
the past decade the sales policies of tendents to conserve their energy Built upon time proved principles, S. V. E.
ahnost every company have been and time for the more important
changed materially. Now, with the work of closing the sale. Slide Film Projectors can be relied upon to pre-
various Fair Trade Laws, unfair
competition, hand to mouth buying,
32.STATE, COUNTY AND MU- sent your films always at their best. The de-
and other trends, both the salesman
NICIPAL AUTHORITIES — One
and manufacturer are continually on
• the most
if needed yet most neg- pendability of S. V. E.equipment is not a matter
lected jobs is that of acquainting
the spot. Several manufacturers are
Mr. John Q. Public with: of conjecture. It has been demonstrated by
enlightening their sales forces, job-
(a) How his tax money is spent.
bers and dealers with a clear-cut
fb) The use of the various facili- 100,000 Projectors in the service of leading film
statement of their sales policies and
at his disposal such as
the reasons behind these policies
ties
public parks, museums, play-
users over a period of more than 15 years.
through the medium of Sound-Slide
Films with a large measure of suc-
grounds, recreational facili- Specify S. V. E. equipment for your slide films.
ties, the schools, etc.
cess.
(c) His responsibility with regard S. V. E. Projectors are standard equipment in
TRAINING CONSUMERS
28. to public safety —
traffic rules,
leading sound slide film
HOW TO USE, OPERATE OR accident prevention, fire haz- all units.
CARE FOR YOUR PRODUCT— ard elimination, police and
Tliis one of the main sources of fire protection, garbage collec-
i>
grief for both the manufacturer and tion, and other sanitation
Wriit- for "Hon- To Show It"!
retailer who sell products which re- problems. slum clearance, Send today for descriptive literalure on SVE
Slidetilm
quire extensive and somewhat com- beautifying the city. etc. Projectors and the many ways in which they are being
plicated direction booklets or manu- (d) The City Code and Laws. used in industry. Also ask lor name of nearest dealer.
als. Sound-Slide Films have become (e) Future plans and objectives.
a helpful auxiliary aid to explain to (f) Work of Board of Health; its
the user {most of whom ignore the clinics and facilities.
direction sheet) with words and pic- (g) Training police, firemen, SOCI€Ty fOR VISUAL €DUCflTIOn. IRC.
tures the various points about the building inspectors, garbage ICO CAST OHIO STR€€T • CHICAGO - ILLinOIS
care, use and operation of products. collectors and public servants.

Number Tiihkf. 1940 [29]

 HERE THE Personalities in the News
REAL CLASS AiiiDng the personalities in tlit>

INDUSTRIALS lilrn news of the jjeriod

industry Bell & Howfll
was WILLIAM B. FRENCH. Announce- Appoints
OF ment of his appointment to the staff Phillip (looker
of the (Chicago Film Lalioratory as
•
HOLLYWOOD account executive came last month.
BARBARA HOLMES, formerly staff
ARE MADE scenarist on the Lone Ranger and I'll 11.11' hooker has been ap-
General Service Sludios Green Hornet air shows and re- pointed Manager of the Dealer Ser-
in the Heart of Hollywood vice Division of Bell & Howell. A
cently on the staff of the M. P. P.
D. A., has joined EMERSON yorke. graduate of Northwestern Univer-
Here, since 1929 when talk Hist came Mr. Hooker joined the staff
independent shorts producer as sec- .sity,
into the picture business, Dowling and
retary and script assistant. of the Bell Ji Howell Company six
Brownell have been specializing in
years ago, leaving the Packard
industrial productions.
Joiii!4 General Film Motor Car Company to enter the
Here, the industrial client has exactly motion picture equipment field. Mr.
the same facilities used for big produc-
CHARLES L. glett, formerly Vice
President in charge of Production Hooker served as the B&H District
tions currently being made for Para-
Audio Manager for Pennsylvania for two
mount, United Artists, R.K.O. and other for Productions. Inc., re-
company on De- years, and sub.sequently returned to
major distributors. signed from that
cember 1. 1939. and has joined the main office to handle dealer ac-
Andhere, despite the superior factors
tivities in the Cliicago area.
of physical equipment and high tech- General Film Industries. Inc.. the
New York subsidiary of the General MR. o. WILTON. Assistant Sales
N.
nical skill, the comparative, reasonabla
cost of industrial productions made — Film Company of Hollywood, as Manager, continues in charge of
well by men who know how will sur- — Executive Vice President. all Bell & Howell export business,

prise you. Mr. Glett brings to General and. with MR. J. H. booth. General

Films a broad motion picture ex- Sales Manager, as general super-

perience, which includes every visor of all B&H sales activities and
DOWLING ond BROWNELL known type
from cartoon animation
of screen presentation
to the mak-
dealer relations.
J. LAWRENCE GOODNOW has been
6625 Romaine Street • Hollywood, California
ing of feature pictures. appointed Manager of the Personal
General Film Company, headed Equipment Division of the Bell &
by Lawrence W. Fox. Jr., is actively Howell, .\fter graduating from the
engaged in the production of the- University of Chicago. Mr. Good-
atrical features in Hollywood for now accepted special military duty,
several of the major companies. In .serving as Lieutenant of Field Ar-

creating an industrial division as Fort Sill. Oklahoma. Leav-

tillery at

part of its theatrical operations. ing the army for civilian life, Mr.
General Films makes available to Goodnow joined Bell & Howell two
its clients the companys experi- years ago as Assistant Manager of
enced staff now engaged in feature the Personal Equipment Division.
production. To his new responsibility Mr. Good-
General Film's New York Office now brings the well-known army
will also represent an associated training in attention to detail, tlior-

Hollywood company. Cartoon oughness. and efficient routine.

Films. Ltd., which is currently en-

gaged production of Techni-
in the
color Cartoons for such companies
as Kellogg's Rice Krispies. Shell
Carl Sclireyer
Oil. Kraft Phenix Cheese and Rinso
Soap.
New Manager
New York offices have been estab-
for B&H
ill .South
lished at 30 Rockefeller Plaza, to
offer a complete service for the pro-
duction of pictures either in New-
York, the Middle \^est or Holly-
wood.

MOTION
f\
„...
^.C.A-
1../"^""'"""
^ Jam Handy Appointments
In three recent additions to the
from
A third personnel
& Howell concerns C\RL
Bell
SCHREVER who now becomes Dis-
announcement

Jam Handy Organization, Detroit, trict Manager for the Southeastern

GEORGE carillon, formerly with part of the U. S. During his five
the General Electric Company, was years with the Bell & Howell Com-
named contact man on food mer- pany Mr. Sclireyer has been succes-
chandising; JACK R. BELL of the sively in the Industrial and Educa-

MOTION PICTURE
DIVISION OF NATIONAL COUNCIL Y.
BUREM
M. C. A.
Flint Journal has joined the writing
staff; and Stanley w. Williamson
tional Divisions, the B&H New York
branch office, and the Personal
has been transferred from New Er|ui|)nient Division, of which he
NEW YORK CHICAGO SAN FRANCISCO
347 Madiion Avenue 19 S. LaSall* Street 351 Turk Street
York to Detroit as assistant head of Has Manager at the lime of his
ickiil Iraining. iii'w appniiitini'iil.

[30] Business Screen

 Letters from
FILM FORUM
iind (!(i iii nie lit

Business Screen's readers

Coittribittions to this ttct^arluicnt arc ivclconu'tl hy the Editors. SiJiiply

a<tdrcss Film Forum. Bnsincs.< Screen Magazine. 2o N. IVacher. Chicago.

{Continued fruni Page 8) A.N EXECi'Ti\ E of one of America's

sponsor depends upon tile listener leading corporations was discussing
hearing his inessage over and over industrial movies the other day and
again, until it finally takes root. In he remarked: "You know it is a re-
thatway. a popular program be- markable thing that everywhere I
comes a good advertising medium. go around the United States some-
The same is NOT true of motion- one has mentioned seeing our pic-
pictures. In nine cases out of ten. ture. I have had this experience
a motion-picture is a single, highly- not only in the large cities but for
conceiilraled message, so designed instance when talking recently to a
that it gets its story across effec- customer in a small town in one of
tively by being seen once — and once the eastern states.'"

oidy. If it is so constructed that Then the executive brouglit out a

you can readily cross out the name point which indicates a heavy score
"Jones" and insert the name for the effectiveness of the motion
"Smith" then the probability is picture when he said that it was
that you will not have a good ve- also a remarkable thing that in all
hicle for either Smith or Jones, re- of his travels he had still to have
gardless of how attractive and en- someone mention to him that they
tertaining your film might be. I'm had seen or reatl the company's
all for making commercial movies booklet.
as i>leasurable an experience for "Man\' thousands of cojaies of the
the spectator as possible —but the attractive booklet were issued at
specific selling message of the spon- about the same time that our mo-
sor is the most important ingre- lion picture was made," he said.
dient. Dilute that to the point "The book was also a beautiful job
where it fails to make the necessary and told a similar story to that
impression on your audience and which was covered in the film, but
your film can be more profitably apparenllv it didn't register like the
converted into mandolin picks. film."
To back to my friend on the
get He was especially impressed with
telephone. I found his outline in the fact that invariably people re-
my file and promised to return it. membered the name of their com-
First, however. I re-read it. I then pany in connection with the motion
realized, much more than before picture.
why it had left us rather cold. It It seemed to this executive that it

was a pleasing enough idea, with was vivid proof of the power of a
enough pictorial and action possi-
bilities to make a good film but it —
motion picture in causing a lasting
impression, registering the story in
ALWAYS FIRST to
could have been made bv any one such a way tliat people remembered
of twelve manufacturers
different it was not merely a picture about ACHIEVE THESE MAJOR
simply by changing the name on the operations in that certain industry
package. Mind you. I'm not say- in general, but that
particular product which was being
it was "their'" 16MM ADVANCEMENTS
ing that it's not possible to adapt
one idea to the needs of twelve dif- displa\"ed.
ferent organizations and do a good This executive
brought out an- ^^ODEL 40C, designed particularly for Industrial

job for each, but in that case the other fact about
interesting his and sales work, combines the greatest economy,
company's experience in exhibiting sound and picture
MATCHED
adaptation is much more important easiest portability, finest clarity,
ATTACHMENTS
to the prospective client than the their motion picture. In two years' and trouble-free operation ever produced In l6lvlM

idea and the adaptation

itself, showings which had been made Sound Motion Picture Equipment.
I

should be emphasized in the outline. by their own company per-

strictly This one proiector serves both conference table or

There is as yet no formula to sonnel and that of their own asso- large auditorium requirements — as well as both Silent
enable a user of motion-pictures to ciate representatives, a total of
And VICTOR absolute
and Sound Films. only has
determine just what should be the 800.000 people had seen the film. TURNTABLE
Film-Protection, and many other advanced features.
j>roper mixture of entertainment His breakdown of showings was A Record Turntable to en-
Model 40C complete, ready to operate priced at hance your sound or silent
and selling. (And maybe tho.se of interesiing.throwing considerable pictures with entertaining
$275.00. Write today for the new VICTOR Catalog music either before, or
us who get paid for working out light on the subject of how many during your show. Plug in
and latest business applications.
the prescription in each case should arrangement.
people can be covered with an indi-
be thankful! I But one thing is cer- vidual copy of a film. To cover the MICROPHONE
tain. You've got to put in enough showings to date with the number VICTOR A Public Address
System by plugging
Selling to sell: otherwise the spec- of copies available meant that the in a microphone
*^ ANIMATOGRAPH announcements,

f
for
tator may be entertained in royal average audience had consisted of lectures, outside
fashion — but he won't buy. And fifty people and that each copy of CORPORATION entertainments, etc.
Other VICTOR
"buyers" are essential to the fu- had been run approxi- Matched Equipment in-
the film cludes plug-ins of multiple
ture of commercial motion-pictures. mately 225 limes. DEPT. E-l. DAVENPORT. IOWA speakers, amplifiers, radio
and recording units.
—RALPH SCHOOLMAN —P.4T nOWLING
DISJ RIBUTORS T HROUGHOUI THE WORLD

NiJMBKK Thkki-: 1940 [.-^11

 llliillllllllllllllilllllll Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllin^

EMER§€N yocrt SOURCES or ENTERTAINING PROGRAM SUBJECTS

INCORPORATED First: // your interest is that oj the exhibitirifi St., Chicago and 351 Turk Street, San Fran-
PRODUCER of MOTION PICTURES group, i.e.. you are secretary of your business
if cisco. Free films available via Express or
club's entertainment committee, program chair- Post to adult and school groups from ex-
— Script fo Screen — man or advisor to church, school, lodge or other tensive catalog: also sound and silent fea-
groups who customarily show films for the en- tures and "shorts" at economical rentals.
INFORMATIVE • THEATRICAL tertainment or education of members, also ad- .Note: Free loan libraries and many sponsor.'^
dress the following organizations when setting offering films for free loan require only that
EDUCATIONAL • INDUSTRIAL
up your film program: groups pay transportation charges both ways,
3Smm 16mm either parcel post or Express.
8mm Burton Holmes Films, Inc. Free Loan Li-

Black & White Color

brary, 7510 Ashland Ave., Chicago.
N. RENTAL OR SALE LIBRARIES
oRers series of sound motion pictures to rec- Secondly:
If your point-of-view is that of the
Professional Guaranteed ognized organizations. commercial sponsor offering films to the thou-
Castle Films, Inc., 30 Roclcefeller Plaza. New sands of groups available for such showings,
PRODUCT/ON d;str/bution
York City; Wrigley Building, Chicago; San these rental and sale sources of entertaining suh-

245 West 55»h $. Telephone: Francisco. Offers selected industrial film sub- fect material offer added ^'box-office" material
NEW YORK CITY Circle 6-3«B8 jects to organizations and schools. Also ex- for such programs. Program chairmen will also
tensive ".short" subjects, either sound or find these sources convenient and economical.
silent on sale basis. Associated Film Enterprises, 244 W. 49th St..
Modern Talking Picture Service. Inc. Execu- New York. Offer stellar musical "shorts"
PROJECTION SERVICE tive offices at 9 Rockefeller Plaza, New York featuring Bing Crosby and Donald Novis.
City. Licensees in 80 principal U. S. Cities. Available on outright sale for as low as $17.50
DHers first-run feature attractions (such as per sound reel. Good general material of top-
A COMPLETE! the all-Technicolor Middleton Family at the rank entertainment value suitable for all
MOTION PICTURE DISTRIBUTION SERVICE New York \X'orld's Fair) on a free-showing types of showings or in combination with al-
In all phases for Theatrical and non-theatrical pic- basis: also offers a very extensive library most any business film.
tures. The non-theatrical service includes supplying
of salesman training subjects on rental basis, Bell & Howell Company. 1801 Larchmont
projectors, screens, operators, etc.. and transportation.
('omplcte projection service by highly trained .\\e.. Chicago: New York; Hollywood; Lon-
King Cole's Sound Service, Inc. |)rojectionists with modern equipment in- don. Filmosound Library contains thou-
203 East 26th St., N.Y. C. Lexington 2-9850 cluded. sands of sound and silent film subjects on
Motion Picture Bureau, YMCA. 347 Madison economical rental basis. Write for extensive
Avenue. New York City; also 19 So. LaSalle catalog to Dept. BSl-40.

Burton Holmes Films, Inc. (See

Also offers series
listing above.)
of color travelogues for sound
* The Allied *

slidefilm programs. Economical

cost. Write for titles and rates.
Non- Theatrical Film
Commonwealth Pictures Corp.. Association
729 Seventh Ave.. New York.
Major Bowes "musical short" is
Organized in 1939 by executives
top-ranking entertainment offer- representing a group of some of
ing: full-length features, com- the better known film library or-
edies, travelogues all on eco- ganization.s. The .'\llied Non-Thea-
BING CROSBY DONALD NOVIS nomical rentals. Write for illus- trical Film Association set up as
trated catalogue. its program, the following points:
HERE'S THAT FRESH NOTE THAT WILL GIVE Films. Inc., 330 W. 42nd St., New
set out first to meet the prob-
ADDED PUNCH TO YOUR SPONSORED PROGRAMS York; Chicago: Portland, Ore-
It

lem of duping and print bootleg-

gon. Rental library includes full-

BING CROSBY ^ DONALD NOVIS length features,

"shorts," travelogues, educational
Hollv\vood ging as well as adverse legislation.
Its constructive aims include the ob-
Singing the songs that made him Audiences thrill to the voice of
subjects. Free catalogue offered. taining of better releases and closer
famous, in two rollicking musical thisyoung Irish tenor, singing old-
comedies with star-studded sup- time favorite songs in three Gutlohn, Walter O.. Inc. 35 West cooperation wilhiii the industry
porting casts. laugh-riot comedies. 45th Street, New York. Many First president is Bertram Wil-
unusual educational and enter-
loughby. Ideal Pictures, chief exec;
IN 16 mm. SOUND taining short and
reels. Also special interest mate-
feature-length
Harry kapit of the Walter 0. Gut-
NOW you can bring the showmanship of the deluxe theatre rial for professional groups, etc.
lohn organization is first vice-presi-
screen into your own commercial showing with these sparkling dent: William Hedwig, Nu-Art
NuArt Film Co.. 145 W. 45th
short subjects. Announce them on your next program and Tom
Street, New York. Bulletins and prexy is second vice-president;
watch the jump in attendance. Cartoons, musicals and novelties
catalog hundreds of especial-
list Brandon of Garrison Films, secre-
are also available.
ly suitable features and "shorts," tary and Harry Post, Post Pictures,
suhjiictn liilpd one revl in length. 16mm.
,11/
nuund-on-film.
is (I
Each
complete subject.
arf.
reel (approximately 350 feet)
Price per reel $17.50 including many informative and Inc.. treasurer.
^^^^^^^^" PREVIEW PRINTS SENT ON REQUEST ^"^"^^^^^^ educational reels.
Extensive activity during the first

ASSOCIATED
ENTERPRISES
FILM Post Pictures Corp.. 723 Seventh
Ave., N.
tive
Y'. Specialist in informa-
educational reels, also enter-
year served to build a well-knit or-
ganization. Several new members
taining shorts, travelogues, car- have been recently added to the
WRITE FOR FREE ILLUSTRATED CATALOSUE
toons. Write for illustrated founders grou|).
244 West 49th Street Dept. B New York, N. Y. lit-

erature.

132]
Business Sirken
 BUSINESS SCREEN'S NEW FILM LIBRARY GUIDE

• Hkhk Is the First of a series of convenienl gion. caravans, wild riders, priests of the Islam
review lists of available non-theatrical films, and fakirs is pictured in a calm and whipped
especially suitable for groups to whom commer- by a storm.
cial subjcrts are offered; \^0RKSH0PS OF Old Mexico. 10 min.. 16 mm
sound. $27. or Rental. $1.50. by Gutlohn. Suit-
MUSICAL SHORTS
Major Bowes Amateir Hoir 16 mm — sound.
able for \^ omen's clubs. Service clubs
students.
or
NO PICTURE CAN BE BETTER THAN THE
Available from Commonwealth Pictures Corp..
729 Seventh .\ve.. New York City.
—
Review Notes Mexicans at work on pottery, SCREEN ON WHICH IT IS PROJECTED
blankets,and leather goods. • Raven Screens tcere used exclusive-
Review This is a recent Hollywood
!\'otes:

first-run class varietyshow, including a typical

—
Washington, D. C. the nation's capital. 16 ly hy the Eastman Kndak Cn, far
iht'ir Kadachntme Exhibit at the
mm. silent or sound, by Castle. Suitable for
Major Bowes broadcast with singers, dancers and U nrld'^ Fair.
elementary, high school or college students.
other specialtv acts. Available on reasonable • Haven Screens are nutst icidelr used
Transportation clubs. Women's clubs or Service
hy discriniiiiatinfi pro/essitnitd and
rentals.
BiNC Crosby — 16 mm sound. Associated Film
clubs.
—
Review Notes Good shots of the buildings
amateur nutvie makers.
Enterprises. 244 \^'est 49th St.. N. Y. Outright • Haven Screens are scientijicallr de-
where our laws, policies and money are made. signed of finest screen materials
sale at $17.50.
tit provide a brilliant luminnus
Reciew Notes: Two different subjects available SPORTS screen image.
include Bing in the songs that made him famous. Fresh VJater Fishing. 16 mm or 8 mm. by
• Haven Screens include the widest
Donald Novis — 16 mm sound. Also Associated
Castle Films. Suitable for Kiwanis and other variety of styles^ sizes and ntaterials

Film Enterprises. Sold at $17.50.

mens American Legions, Boy .Scouts,
groups. for every conceivable requirement.

Reiiew .\'oles: Three subjects to choose from: any group of men.

in all of them Donald Novis offers favorite song
—
Review Notes Modern Izaak \^altons and IF PICTURES HELP TO SELL YOUR PRODUCTS
beautiful specimens of the finny tribe share
subjects. Rated excellent. -RAVEN SCREENS WILL SELL THEM BETTER
starring honors in this reel. Shots of splendid
TR.4VEL scenery, a royal fight with shining salmon and
Sahara. 16 mm silent or sound, by Castle. Suit- speckled trout appeal and excite all those who
able for \^ omen's clubs. Transportation clubs.
RAVEN SCREEN CORPORATION
Service clubs.Community clubs or students.
spend time or would love to spend a lot of time 314-14 EAST 35th STREET NEW YORK CITY
at the sport.
—
Review Motes The home of the Foreign Le-
Football Thrills of 1939. 16 mm or 8 mm.
by Castle Films. Suitable for dealers, employees
groups, advertising clubs or service clubs. Most SLIDEFILM PRODUCERS
any group of men.
Talking Picture Review Notes Finest, — fastest and most thrill-
ing plays of the year are shown in both normal
Version of ... .
and slow motion. Record making passes, intri-
P. T. Barnum's cate plays and the hard hitting of linesmen are
OUALITY PRODUCTIONS
9n-Yeor Stage Sensation! shown in close up. BLACK & WHITE & IN COLOR
the DRUNKARD" \^"iNNiNC
12 min.. 16
Football Plays of the 1938 Season.
mm sound film, rental —$1.50, by
with James Murray, Bryant Wash-
Cinegraphic. Suitable for men's or boys' groups.
burn, Vera Steadman, Janet Chan- (runo
dler, Pat O'Malley and a large cast.
—
Review Notes \^ inning plays in slow motion
are taken from these games: Army vs. Navy:
Division of S A R R A, I n c
HISS THE VILLAIN— CHEER THE HERO!
Cornell vs. Dartmouth: Pennsylvania vs. Co- WHIIehall 7696 . 16 East Ontario Street • Chicago
FOR HOME PARTIES, CONVENTIONS
AND SALES MEETINGS — IN lumbia; Yale vs. Michigan; Notre Dame vs.
16mm Carnegie Tech; and other great games of '38.
Exclusive Dislributiun by Touchdown. 16 mm one reel, by Pictorial Films,
Inc. Suitable for men's or boys" groups. For "DRAMATIZED SELLING"
• (laLen,t Miittf •
Revieic Notes —
A few cheering stand shots in sound slidefilms or in live
R. K. O. Building New York City and a lot of inside stuff behind the scenes, show-
talent plays, written and pro-
ing how players get their training in blocking,
interference, tackling, kicking, passing, receiv-
duced to fit your needs . . .

ing and scrimmage, all analyzed by the slow mo- wire, phone or write.
/\n ultra-modern tion camera.
PAUL HARRIS PRODUCTIONS
Ski Revels. 16 ram or 8 mm. by Castle Films.
hostelry in the Suitable for university students. Junior Cham-
440 So. Dearborn Street
Chicago, Illinois
Harrison 3986

heart of Chicago bers of Commerce, \rMCA's. Transportation

clubs. Department Store auditoriums. Sports
KNOWN
f<^^. clubs.
600D Review Notes — Snow blanketed mountain runs KODACHROME SLIDEFILMS
FOOD Moritz. Banff. Lake Placid and other spots
at St.
35mm if 16mm
are the setting performances by
for beautiful
champions. Demonstrations of fast action and Silent or Sound
tips for embryo champs are combined. Geo. W. Colburn Laboratory
1197 Merchandise Mari -:- Chicago
HOTEL If ATCH FOR ADDITIONAL LISTINGS

Nl'.mbkr Three 1940 [331

 ESSO FILM REPORT...
Universal fi t Cuntinufd jnnn I'u^e 2r>)

_ SOIND PROJLCTOR fQ_ sary to

However, since
liire some place
all films
lo

are
hold the showing.
in constant use.
HAS EVERYTHING! it is essential that tentative dates be confirmed
* LOW PRICE • FOR SOUND OR SILENT FILMS • FOR
PUBLIC ADDRESS OR PHONE • FULL POWER AMPLIFICA- with your Esso salesman.
TION 12" HEAVY DUTY SPEAKERS • REELS TO 16" • RE-
•
Whenever E.sso Dealers have S|)onsored show-
VERSE ACTION • STILL PICTURE CLUTCH • CENTRAL OILING
< PERMANENT CARRYING CASES • LICENSED— WARRANTY ings of Esso Marketers films they invariably
Low in cost, Universal 1 6MM have won eood will. - -Tlir Esso Dfnlrr
Sound Projectors offer you all of
the important new feotures. Four
models. For all purposes. Simple
to operate. Economical to main-
toin. Licensed. Guaranteed.

UNIVERSAL r^»l y [lew Ljatk <zz- ^ULt — ulin^

SOUND PROJECTOR DIV.
/ PERMANENT
1 9th & Oxford Sti., PhJIa., Pa.
Never before in the history of motion pic- PROTECTION
New York Office— 600 Broadway
1
tures were so man) him productions exhibited againsf
in connection with one project, as were shown Climate, Wear,
Scratches, Oil, Dirt,
at the New York \^'orld"s Fair 1939, reports
Water and
CL.AUDE COLLINS, Director of Newsreels and
COMMEIUMAL iMOTION Films
R.

at the Fair the past year.

Fingermarks

BLACK and WHITE

IMCTUHE EXECUTIVE The Department which
censored all
officially

films exhibited reports a total

reviewed and
ol
and COLOR
Motion Picture Films
• With fi\e years oi' experience a.s pro- 6f2 motion pictures exhibited, including every and Still Negatives
diieliun director and ^iipervi.sor ol'
known type of production. Of these films. 404
tliealrtral and indtisirial films I'or major
conimerrial studios. Tlioroiifihly experi- were standard 35mm and 191 were 16mm. The
enced in consniiier a<lvertising, sale.-^ majority were projected with sound.
and pnblic relations
Iraininj":, institutional
Pictures were shown in 34 different audito-
MENTION BUSINESS SCREEN
films, distribution and s<-reen advertising.
Camera, editing, and snpervisory experi- riums, the largest of which was the motion HViffi ff'riting to Advertisers!
ence with Hollywood studios plus a suc- picture theatre in the General Motors Building, ^ Many of the products and services of-
cessful career in newspaper and adver- seating 612. A theatre in the Russian Pavilion fered in these pages are exclusively adver-
tising agency work. IN'ow engaged in
color research nearing completion and
was third, with a seating capacity of 350. The tised here so it will help you get prompt
available to direct or assistance in an ex- Little Theatre in the Science and Education service to tell the advertiser you read it in
ecutive capacity for advertising agencies Building, under the jurisdiction of the World's Business Screen!
interested in film production or a major
Fair management, seated 253. Other auditoria
studio connection.
included the many small theatres of commercial
Address linx 32. Business Screen Mof^a-
exhibitors, restaurants, outdoor gardens, indi- In early spriilfr, Cliicailo & Southern will inangii-
zine. 20 ISorth IT'ac/cer Drive, (^hicagit. III. rale a new fleet of giant Uoiiglas DC-3 21 Pas-
vidual |)rojection rooms and various other senger Planes.
unique locations.
Based on the best estimates available, at-
tendance at film showings totaled well in excess
POPULAR of twenty million persons during the Fair year.
A general survey indicates the cost of these
Hotel FORT productions runs close to a billion dollars. This
best illustrated by the fact that the official

WAY
is

motion picture titled. Land of Liberty, produced

N E by the combined efforts of the motion-picture
industry for showing in the United States Gov-
In addition fo fhe superior
ernment Building, included material taken from
accommodations at the Fort
Wayne, guests enjoy a superb 125 different motion - picture productions and
location in a residential com- shorts estimated to have cost more than
munity, yet convenient to the $25,000,000. 3 Daily Flights
business districts. Hotel Fort
The various motion pictures exhibited in the
Wayne provides economy with-
out sacrifice of comfort or
New York World's Fair 1939 were a liberal
education in themselves. The exhibition of these
CHICAGO & NEW ORLEANS
location.
Both Directions
films for a period of six months marked the
Plan now to fly lo America's southern playgroun^l
300 ROOMS first concentrated display of informative films — New Orleans and the smart resort cilies of llie
of every type and kind. (riilf ('oast. See iNew )rleans with its oM worlil
(

EACH WITH BATH ll;i\or an<ltimeless rlianii. i*lay or loaf in the

siiii>hiiie at liiloxi, Gulfjutrt, Inti-hy-thc-Seu or
Pass (Christian.

Low Air Travel Fares

New ^ ork— New Orleans S 73.85 one way
ht>s Angeles — ISew Orleans. . . . 103.11 one way
Chicago — New Orleans 44.60 one way
20',', Reduction on Round Trips
Ftir inrurnifilii>n antl rt-Hrrvaltons call the
lrunH|>i>rlutiun desk or

&!
DETROIT Ai/i JHUiei.
"The WaWey teve/ Roufe"
ifl FIMR SETTIK
FOR YOLiK FILM PREMF.W. CONVENTION. TRADE
SHO\^. DEALER MEETINGS OR RADIO BROADCAST

^ Local and national business organizations who regularly

use the world-famous faoilities of the Chicago Civic Opera

House and Civic Theatre \\ill affirm the convenience and com-
pleteness of these ultra-modern auditoriums. Equipped to meet
the most exacting requirements of radio, motion picture or stage
presentations, these theatres are ideal settings for your applica-

tion in 1940 of showmanship in business.

From all '^.'h'l^ upholstered, spring-cushioned seats audiences

enjoy perfect vision and unexcelled acoustics. Unlimited tech-

nical facilities include complete lighting and electrical equip-
ment. R. C. A. public address system, modern projection booth
for motion pictures and drops, drapes and scenery of unlimited
variety. More modest in size but equally luxurious is the 871)-

seat (!ivic Theatre, a jewel-like setting of theatrical perfection.

Both theatres are offered at rentals scaled to meet the budgets

of either small or large organizations.

Address Inquiries to the Office of the President

MR. JAMES C. THOMPSON

^ i R T U HJ C k E K » H 111
THE CIVIC OPERA BUILDING AT CHICAGO'S BUSINESS CENTER
^ Major radio broadcasts on nationwide hookups emanating from (Chicago have been presented
uith increasing frequency from the stages of the Chicago Opera House and the Civic Theatre. Here
applauding thousands attend these invitational performances. Skiilfullv staged sales and dealer
meetings featuring playlets and motion pictures are features for whicb these superb theatres are
ifleally Food and sports shows combining booth exhibil> with stage shows arc held in
equipped.
ihc lobby and auditorium of the Opera House. Pageants, concerts, musical comedies and the Opera
are seasonal features which distinguish the stages of lioth theatres. Here is a typical listing of or-
ganizations which brought their patrons, customers, or dealers to the world's finest theatres:
Illinois Belt Telephone Co I'aultfhiteman BroadruM Horace Heidi itemite Shotr Armour & Company Broad
Herald & American Spnrl* Ruth Lodse for Crifi.l-I Strift iind Company rati
Shour ( hildren \„l„.n.,l Ten r»m;..int Wn./c & U i-; Club 1, of
/.ionist Organizaiii>n ( antinenml lltinais Hank hni-hl^ of I olamhus Penn
ConstituUon Day Pagfant Club ( hicaiio Teachers' Federation I niiersily of Illinois
Sleicart ff'arner Corporatii Parker High School ( hica^o Medical Society B'nai Brith
t niversity of Chica^it
Magic Key of R.C.t. Br»«. Hal Kemp Broadcast Society of St. Cermaine
cast Hellenic Orthodox f h.irrh ford Motor Company Bro.,d- Standard Oil Company
littneral Electric (intipiiny I. ink Belt Company Pnbst Blue Ribbon
Broadcast U,.rrM B. Sarft* Triantite Ctuh II «,n</..r Bread BroadcaU

crrA- Jkeutze rat C vetij J-ifpe

'i
'iidcence
THE CIVIC THEATRE THE STUDIO THEATRES THE LIGHTING INSTITUTE
870 Ufitinlstered, ^i>rin<:cu.shioned Forty-two stories ab<)\e tlie rhira^iu \ t;ern of modern theatrical design
•-eats luxuriously de^^ipned aud-
in a Loop are two acoustically perfect is the l^OO-st'al auditorium oi" thr
itorium whirh feature^ complete
studio theatres suitable for broad- widely-known Chicago Lighting In-
>tage equipment, motion picture pro-
casting, recording, film previews, stitute situated on the 36th Moor of
jection booth, richly-appointed lob-
bies and lounges. Ideally suited for dealer and sales group meetings, the f!ivic Opera Building. Nearby
-;mall audience presentations, dealer etc. Economical rental schedules on restaurants and club lounges offer
and sales meetings. request to interested groups. additional guest conveniences.
 thcit
betted yUue/Ufuiyn/Uup

the People Know.

ROM ignorance stems much of the readiness of many

folks to believe the worst about their public utilities. When

we switch on our lights to read, or start the vacuum

cleaners to humming, few of us appreciate the huge or-

ganization of men and materials which makes these daily

acts of habit possible.

Pittsburghers, however, are better-informed than most of

us because of the Duquesne Light Company's motion picture

production. "Sun To Sun", produced by Jam Handy.,

dramatizes the variety of processes and skills necessary to

wrench "black sunlight" from the jealous bowels of the

earth and transform it into low priced power —

AND NOW THE PEOPLE KNOW

-Th. JAM HANDY zuj

Sales Meeting-. • Slidefilms • Talking Pictures • Convention Playlets

)9 W'»*:*iOi Stieel 7046 Hollywood Boulevard 35 East Wacker Driv* 2900 East Giand Boulevard 702-3 Mutual Home Bulldlnq
y.'Wi livnJt e S290 HEmostead 5809 STAla inaR
 I
M M E R EDUCATIONAL FILM

kK«

IN THIS ISSUE: THE AUDIENCE IS WAITINGS-

VISUALIZE YOUR MARKETS; FILMS FOR HOUSING
 —

To All Executives Who Appreciate

GOOD SELLING
iPia®(o)iF
WE invile you
investigate results.
lo see a Caravel picture and

It you wani piool Ihal

Plans gel results, check with

Caravel
Why? Because Caravel pictures are designed
for only one purpose — to increase sales. And that's
American Can Company
American Machine and Metals, Inc. exactly what they do.
The Bates Manufacturing Company
Wallace Barnes Company For example: Six thousand new and desirable
Bethlehem Steel Company dealers. An order stepped up from 250 to 350
Black & Decker Manufacturing Company
Cadillac Motor Car Division
units (an increase of approximately $20,000). Pur-
of General Motors Corp. chases by one of America's largest stores built
Calco Chemical Company, Inc.
S. H. Camp & Company up from ten to fifty thousand dollars.
Cluett, Peabody & Company, Inc.
True, your business is "different."
Congoleum-Nairn, Inc.
Dictaphone Corporation But — selling is selling, whether it's blankets or
Godfrey L. Cabot, Inc.
The B. F. Goodrich Company
biscuits, collars or corsets, paint or pipe, dyes
Hart Schaffner & Marx or Dictaphones!
Jenkins Bros.
Johns-Manville Corporation Among the pictures we have made — to meet
Kenwood Mills
repeatedly a wide variety of selling problems
National Biscuit Company
National Lead Company there's a picture that will suggest for your com-
Raybestos-Manhatlan, Inc.
pany a highly profitable motion picture program.
Socony -Vacuum Oil Company, Inc.
Swift & Company You owe it to yourself to see that picture,
Talon, Inc.
either in our local projection rooms or at your
The Texas Company
U. S. Industrial Alcohol Company own headquarters.
OR ANY OTHER CARAVEL CLIENT

CARAVEL FILMS INCORPORATED

New York • 730 Fifth Avenue • Tel. Circle 7-6112

Filmosound Projectors Are the
Filmosound "COMMERCIAL" is a compact, single-
case projector offerine the utmost in convenience and
simplicity of operation for the busy salesman. It pro-
vides uninterrupted, three-quarter-hour showings of
theater quality m salesroom, showroom, hotel room,
or moderate-sized auditorium.
Filmosound "MASTER" is a mure powerful projeccor
shows both sound and
for serving larger audiences. It
Has provision for using both a public-
silent films.
address microphone and phonograph turntable. Has
powerful amplifier and 7 50-watt lamp with condenser
for 52% brighter pictures.
FILMOARC—the most pow-
erful of 16 mm. projectors
employs (he automatic, elec-
tric-arc type ot illumination
used by movie theaters. It
pniv ides such screen brtl-
lianLt and ample sound vol-
ume- that it can be used in
largest auditoriums.
PRICISION-MADI
BELL &
—
'hen the great
majority of leading
business film users selects
one particular make of sound mo-
tion picture projectors, it can't be
an accident. The chosen projectors
must have definite extra values!
Here is whatBeli & Howell
Filmosounds have .that makes
. .
them by far the first choice of in-
dustrial film users:
PRBCISION
Made by the makers of Holly-
wood's professional equipment,
Filmosounds /jave the precision re-
quired to provide unsurpassed
theater-like presentations.
DBPENDABILITY
Filmosounds are easy for your rep-
resentatives to operate.
They assure masterful pres-
r~~"
entations, uninterrupted by
embarrassing mechanical
breakdowns.
STAMINA
Most World's Fair exhibi-
tors using talking pictures
BY
HOWELL
sho^^ed them with Filmosounds,
Why.'' Because Filmosounds can be
relied upon to perform brilliantly
12 hours a day, seven days a week,
after month of constant
for month
use! They're built that way!
Now, whether your need is for
compact machines for your sales-
men to carry or for 16 mm. pro-
jectors adequate for the largest
auditorium, there is an ideally
suited Bell & Howell model. Let us
give you complete details. Mail cou-
pon. Bell &. Howell Company, Chi-
cago; New York; Hollywood;
London. Established 1907.
•
Investigate Business Movies Today
Mail coupon for SHOU'MANSHIP, a concise
interesting booklet giving facts
ever>' executive ought to know
about business films.
2— 4tt
BS No.
BELL & HOWELL COMPANY
1808 Larchmont Ave., Chicago, III
( ) Send free 36-page booklet
Showmanship.
( ) Include details on Filmosound Projec-
tors for business use.
Name. . .
Ai/t^ress .
 UNRIVALED
PERFORMAI^CE
NO wonder cameramen place full confi-

dence in Eastman's three negative films.

They know that each offers specialized

ability to meet modern production de-

mands. Even more important, they know

that every foot will have the same high

quality, the same unvarying dependa-

bility. Eastman Kodak Co., Rochester, N.Y.

(J. E. Brulatour, Inc., Distributors, Fort

Lee, Chicago, Hollywood.)

PLCS-X SUPER-:
for general studio use for all difficult shots

BACKGROUIVD-X
for backf/roumls and general exterior Mtorh

EASTMAX NEGATIVE FILMS

[4] Business Screen
 ^ ku "CATHEDRAL OF MODERN BDSINESS"

.-siA.
Frank Lloyd Wright Specified

ELECTROL SCREEN

In the 250 seat theater of the new, modern plant of S. C. Johnson &
Sons, Inc., makers of Johnson's Wax, Racine, Wisconsin, the electrically ELECTJ^OL
operated Da-Lite Electrol Screen provides maximum convenience.

The selection of a Da-Lite Screen by Frank Lloyd Wright for this

most modern plant is further tribute to the efficiency and superior

quality of Da-Lite equipment.

The Electrol Screen is operated entirely by electrical control. A

motor and gear drive unrolls and rerolls the fabric, stopping it auto-

matically when completely lowered or completely rewound. Because

speed is constant there is never any strain on the fabric. The Electrol

can be hung from wall or ceiling or can be installed in recesses. It

homes. You will find it a valuable ref-
is ideal for large class-rooms and auditoriums. erence book for the selection of screens
It is available with white or Da-Lite Glass- for any requirement. Send for your
Beaded surface in 14 standard sizes up to free copy now.
and including 20' x 20 . The 48 page Da Lite
For convenience, perfect projection and de-
catalog fully describes the Electrol and other pendable service. Da-Lite Screens are first
choice of leading users, producers and
Da-Lite Screens, used in industry, schools and distributors of business films.

THE DA-LITE SCREEN COMPANY. INC.

27Z 3 N D RTH C R A W F D R D AVE NUE CHICAGO, ILLINOIS

Number Four 1940 [5]

i^mtiU] iVs. NEWS AND COMMENT OF THE INDUSTRY
nearby stage and things got a and religious groups. Subjects vary Keeping the Records: 1

little lioisterous at times. Finally, in scope from Mickey's Good Deed.

An impressive total of fine pic-
in the middle of one of those days, a two-reel Our Gang comedy, to
tures has been released in the early
a real clatter and banging broke Principles of Electro-magnetism, a
out together with a complete one-reel film on electro-magnetic part of this year. There will be

blackout of all the lights. phenomena. no challenging the value and re-

The boys were pretty sore about Attributing the steady but rapid sults certain to come to the spon-
it too 'cause enough is enough. increase in the use of visual in- sors of Refreshment Through the
Nuts tothem dinosaurs and words struction to the increase of rural Years (Coca-Cola); These Thirty
lo that effect. Things cooled down electric power and the growth of } ears (Armstrong Cork): Blame
quite a bit though when they interest in motion pictures as an
It on Love (Hotpoint) ; and almost
learned they'd been in an honest- easy but impressive way of teach-
, To THE Bakers field {Cal.) Re- twenty other major productions al-
to-God earthquake. ing, Mrs. Moore sees a need for
publican goes Camera Eye's award ready on the credit side of the
from the lighter continued expansion of the work.
for this folksy tale A isual Case History
I industry's ledger for 1940. There
Types of visual instruction in-
side of the business:
The march of the motion picture clude, in and
addition to silent is a note of guidance for the user
"Mixed Drinks" might be the into the class rooms and club sound film, lantern slides, mounted considering this medium in the
title of an odd experience of Shan-
rooms of the State of Texas has flat pictures, sterographs. music fact that every one of the above was
non Baker, of Lane- Wells, one tripled in the past decade, figures recorcls and slides. The bureau is turned out by an experienced and
evening recently. With a movie
competent productional organiza-
machine and picture film of the
company's Eleclrolog he set out to tion. Trade papers: please copy.
exhibit it before the Kern County
Mineral Society's monthly meeting. n ords and Comment:
Arriving with his outfit he set it
up and ran the picture. After the
Business Screen We're due to break the silence
THE MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS again on April 8lh at Peoria where
applause he was asked by the
assembled members of the Peoria
chairman of the meeting how he
Advertising and Selling Club will
had chanced to come.
hear about the business of business
Investigation brought out that Cover: In Production for the Hotpoint feature
"Blame On Love" films from us. This is the first of
he was in the wrong building and It supervision Maxon. Inc.
the wrong meeting: and that 60
a new ad club talks and
series of
Wanted: A Map of Darkest Africa 9 will probably merit the little com-
members of the Mineral Society
Visualize Your Markets 11 ment printers put on memo pads:
were waiting for him at the Coca-
The Audience Is Waiting 12 ''don't say
Cola Bottling Company's building it, tcrite it!"

on Nineteenth street. He had gone

Hotpoint Dealers Present Blame It On Love 14
The Agency & Motion Pictures 16 Let the .Audience Judge
to the Seven-Up Company's build-
ing on Eighteenth street by mis- PREVUE SECTION There's only one short and sweet
take.
Film Steals Spotlight at Sales Seminar 17 comment necessary in the often
Films for Studio Audiences Steel Extends Distribution IS debated question about theatre
More than a year ago we took Previews of the New Films 19 audiences and screen advertising.
note of the remarkable success Films Sell Housing to the Public 21 There isn't a theatre in America that
attendant upon the combined pres- Technical Section 26 hasn't been shoiving self -advertis-
entation audience shows
of radio Entertainment Films Department ing reels since it opened its doors
_ .32
and the sponsor's films. Several and upwards of fifty percent have
times weekly now. the nationally VOLUME TWO • 1940 • NUMBER FOUR aluays sliown outside commercial
broadcast Lucky Strike show is • Business Screen Magazine, issued by Business Screen Magazines, Inc.. 20 advertising reels to their audiences.
N. Wacltcr Drive, Chicago, on March 10. 1940. Editor. O. H. Coelln. Jr.
preceded by a showing of The Associates. R. C. Danielson Robert Seymour. Jr. New York offices: Chanin
:
:

Building, Phone Murray Hill 4-10-34. Jack Bain. Eastern Advertising Mgr.
Story of Lucky Strike to the as- .Acceptance Htidcr the .Act of Jtaic 5. 1934. authorized February 20, 1939. Personalities in the ISews:
sembled studio audiences. \^lien
numbers.
—
Issued 8 times annually plus 4 special numbers. Subscription ?2.00 for 8
Foreign $3.00. 50c the copy. Publishers are not responsible for
:
:

it is considered that additional the return of unsolicited m.s. unless accompanied by stamped, self-addressed T. c. and a group of
ROBiiNSO,\
return envelope. Entire contents Copyright, 1940," by Business Screen
entertainment is generally offered Magazines. Inc. Trademark Reg. U. S. Patent Office. associates have announced the or-
such audiences to overcome the ganization in Chicago of a creative
briefness of the broadcast period, and merchandising service for film
the benefits of these sales educa- sponsors. ED. LAMM is the new
reels easy to appreciate. released this month by Mrs. a branch of the University's exten- general sales manager of Pathe-
tional is
Charles Joe Moore, director of the sion division.
scope (New York City). We're
Lights, Camera, Action! visual instruction bureau at the
Progress of the Industry: happy to see H. c. christensen of
Les Sholty. the Maxon agency University of Texas, reveal.
Sound Studios (New
\^'est Coast
exec who supervised production of Reports from 3.404 users of bu- Observers of current style trends
^ ork City) back in action again.
Hotpoint's swellelegant new fea- reau films show that 1,027,542 will be glad to learn that the Fay-
Miss Brassiere Company of New WILLIAM c. REAVis of the Lfniversity
ture Blame It On, Love, reports that people saw 10,906 presentations
four months York is helping things along with of Chicago is chairman of the
tilings were moving rather bri.skly during the last of
1939 alone, Mrs, Moore said. a new document entitled Beauty in Second Midwestern Forum on
at the Hal Roach lot while they
An average of more than thirty Bali. Jack, the printer's son. notes Visual Teaching Aids to be held
were out there shooting year last
shipments are made from the bu- that this shows an uplifting trend at the Hotel Morrison in Chicago
One of those prehistoric animal
epics was being put together cm a reau daily to educational, civic in the industry. on ,\pril fifth and sixth.

Business Screen
[6] ;

i
 * In.stiliilc of Life Iii>.tiraiicc

(Gooperalion of J. Vk allcr Thonipson Company)

"AiMERICAN PORIRAH'
* American Hawaiian Sirainship f ;*»iiipany
* Inlcriiatioiial llarve-iler Gonipany
**DLTV TO CARGO" (In Cosmocolor)
^•TIIE \%ILSONS GO TO TOWN"
* Deere X ('unipany
* Oldsniohilc Division, General .Molors Sales
*'JOEL GEMR\ IN HOI.IA W OOD" ('orporalion
••big<;er and beiter"
* Dod^e I)i\isiun. Ghr> s-ler Gorporaluin
"LAND OF THE FREE" * Nash Di>ibion, Nash-KeKinalor florporalion
•ARE VOL GAME.'"
* Edison General Eleelric Appliance Go. Inc.
(f^ooperalion of Maxon, Inc.) * Standard Oil <'.onipan\ (Indiana)

"BLAME IT ON LOVE" '^•ENNV TURNS PRO"

* John P. Squire Co.

* The Good>ear \ Rubber Goinpan>. Inc.
Tire
"THREE MAGIC WORDS"
* THE SCARECROW TAKES IP MAGIC"
Partial lislinj; only.

* 11. J. Heinz C"onipaii>

The produclioii uikI di>>[ribiiti(>n
"VESTERDAV, TODAV AND lOMOKKOW •

plans for each of the above sub-

* Hudson Motor f'ar Company jects have been Hesif;ne<I lo meet a

*'F1VE GRAND AND A GIRL" particular merchandising situation.

'

Catering to a select clientele

who demand distinctive!
and outstanding Sound
Wildinff Picture Productions, Inc. iMotion Picture Productions
for Commercial Application.

CHICAGO

Number Four 1940 [7]

 —
1

8 M M MODEL "A-S"
HOME MOVIE PROJECTOR 16 M M SILENT MODEL "KD" KD"
~1 I 16 MM SILENT MODEL "UC
—
UC" I
srlible I
750 Watt Illumination. "Convertibl
16 M MSILENT MODEL "YC"
750-1000 Walt Illumination. "Conver-
750 Watt Illumination. F1.6
500 Walt Illumination. Be- jriO Lens — Reverse and Stills nasi into Sound Models UA and
175j
tible into Sound ModelYSA." siriC
^70
3 UA 1600 Reel Capacity li^O^
. .

verse 400 Ft. Reel Copacity Ft. . .

6 MMMODEL "XA
LM
SOUND-ON-FILM
I
16 MM SOUND-ON-FILM
MODEL "YSA" 16 M M SOUND-ON-FILM
MODEL "UA
LM I 16 M M SOUND-ON-FILM
LM
MODEL "UAB"
—A I

750-1000 Watt Illumination Mic.

Mi or Silent-Sound Speeds — Mix- 5QO/'^ 750 Watt Illumination. Micc. and I Same Model "UA" but
as iclosed I
Phono. Mixing with Sound. I ing, Reverse, Still Pictures O^iU Sound-Proofed Bhmp Case

3 Phono. Mixing with Sound in

';

Sound Speed Only. ... 275j M oilel "VA". withoiit Reverse-St ills $295^ S till Pictures and Reverse 345J 365j
1^

MM AMPROARC ON
A POPULAR COMBINATION
-A
16 *I TRI-PURPOSE PUBLIC
1f^WDUAL OPERATION OF "YSA" I
ADDRESS SYSTEM, MODEL PAL-I

3
I With TRI-PURPOSE AMPLIFIER
FILM MODEL "AA'
SOUND-ON-FILM "AA" I I Low Priced Classroom Model
Provides Vol lor Audiences .-, ^ r^ Mounted on Ampro Piojecto: Tn-Puipose Amphter and
4210 J up to 10,000. Omplilier only . . 140 Stands
] Projector Stand

A PneclU04^ PROJECTOR FOR EVERY PURPOSE

New models and important basic improve- mixing of sound film, microphone and phono-
ments feature the newf Ampro line of —
graph with adequate range of volume for
precision projectors. In Model A-8 Ampro either classrooms or auditoriums. The new
brings for the first time full 16 mm. quality Ampro Tri-Purpose Public Address System
into the popular priced 8 mm. field. Two alone or in conjunction writh Ampro projec-
Bs-440 tors meets a great variety of needs. In
convertible models now enable the far-
chica., uiinois addition to the many outstanding Ampro
-rw° .^"wrsrrr., ^ ^
sighted purchaser to obtain silent projectors
—
features Ampro units incorporate a splendid
with full provision for later conversion into
precision quality that has won for them
modern sound projectors. Additional mixing recognition the world over as outstanding
facilities with microphone or phonograph are values in the field of motion picture projec-
now available on the increasingly popular tion. Send the coupon for complete catalog
Models XA and YSA. In Models and UA giving detailed description of the entire
UAB there is oifered complete flexibility Ampro line.

AMPRO CORPORATION, 2839 North Western Avenue, Chicaso, Illinois

 —

,^/e .y/ioi^oi' J -Ja/cd j'f/fSSwna I rj/tan(/a)'€n

c^tifdc c^ie^ in Ine
y
eco(/M(((0)i oJ ,yiwji
/( 0)1 0/ r_yy'

af~s;|HOSF. HARDV SOULS who dared the steam- most group-minded nation in the world: thus national interest of a quality-conscious public

s^^ iiig jungles and fever-ridden swamps of offer tremendous natural facilities for the dis- without recognition of minimum standards of

the Dark Continent a century past have nothing tribution of screen messages. The sponsor's production on the part of the buying sponsor,

on tlie well-meaning business man who sets need for definition of his products and policies the advertising agency, and the industry itself.

out to explore the trails to resultful use of this is no less intense than the publics thirst for
The .situation is crying for a Code of Standards
commercial film medium. education. In the currently widespread con-
that will bar forever the chiselers and amateurs
sumer movement lies the greatest opportunity
Here is a medium that offers the most convinc- who so tragically muddy the waters for the
for the realism and completeness of the motion
ing power of any form of idea communication inexperienced buyer. The unavoidable deadly
picture to serve for betterment of business and
known to man. Within a few decades of its
parallel of the Commercial Film industry is
the public and thus, of The American Way.
first practical application, the film has risen
that, as in Hollywood, there are comparatively
to a position of cultural and commercial dom- few production organizations with creative and
But inevitable tragedy awaits those who under-

ination throughout America and all the world.

technical facilities capable of satisfying national
estimate the hazards of the adventure. Execu-
Three-quarters of our population pay in admis- own
tives who are loudest in their demands for audiences and adequately capitalized to

sion tribute at its box offices each week a sum

professional standards in their own fields will and operate the minimum equipment needed to

larger than the national wealth of many a

try to select a ])icture producer from among the do this according to theatrical standards.
foreign land.
pants-pressers and shoe clerks who pad out the
The true cost of a motion picture in 1940 will
now listings in our metropolitan telephone books.
Toward such a medium, whose art is reach-
he measured by the number of persons before
Gone With the Wind and The bones of others will deservedly bleach be-
ing zenith in films like
whom it is presented. Original production has
side the trail after they have wasted company
Grapes of Wrath, an increasing number of the
only this objective: to be worthy of the audi-
funds on "price-conscious" and amateurish
leaders of American business are turning. Their
ences whose attention it must command in
advertising agencies, overcoming their awe of productions of under-capitalized and inexperi-
numbers a million-fold and. finally, lo be
technical complexities, have entered upon a new enced operators and experimenters.
equally worthy of the sponsor's product which
era of recognition and research.
The challenge is inescapable. The Commercial its glorious dimensions of sound and image can

The goal is worthy of their effort. We are the Screen cannot achieve its rightful place in the powerfully and pleasingly interpret. 0. H. C.

Number Four 1910 [9J

 ,Au»^!r.a:pvcVeA\
.i

»l
aA\eO' ^?tov
StWO^i

[101 Business Screen

 M

"// Business Screen has itnij single edifuritd uim thai iivss. There can be no monopoly on a medium which can so
stands foremost it is our everlasting desire to see the true powerfully interpret the life around us at a time when
greatness of the film medium realized by American hvsi- such explanations are vital to the future of our democracy."
—O. H. C.

VOLUME TWO NUMBER FOUR

Waili^ILlI^Il ^(DiPm M^SilKIl^!

• After satisfying himself that he has of the national population, liad incomes ranging survey concludes in stating its standard of

achieved tlie finest possible definition of his from $1,500 a year to 84.000 a year. Fewer measurement of the nation's markets.

products or ideas in the production of a film, than four per cent of the families in the country
What About Film Distribution?
the sponsor will logically ask, "where is it going had incomes of 84.000 a year or more. Natur-
How closely this ties in to make films an
"
lo he shown? ally, spending ratios were of corresj)onding
economical medium is easy to see. The one
In an earlier phase of the medium, the size. It is these groups the advertiser \alues.
handicap faced by the picture medium is that
novelty and sweeping appeal of the first sound Markets Have Dimensions of getting the projector and print to the audience.

pictures and the subsequent first years of de-

A second key report is that issued by Liberty The more these audiences are grouped, the
velopment made the definition of audiences a
Magazine. In its Three-Dimensional Market easier it is to select the buying audiences from
secondary consideration. Those who produced
Manual, Liberty offers the conclusive evidence these groups, the more valuable the medium
to "visualize" their customers, reached a lot of becomes and the
that markets must be measured by including a less costly the price which
other folks too.
new basic element — the cost of selling — to the must lie paid per person to obtain the showing

Today, with national distribution of films before the right kind of audiences.
factors of population and spending power. In
possible on a scale undreamed of a decade ago. The clinching factor in this is the receptive-
other words, scattered markets within a single
the sponsor is faced with thi- necessity of select- ness of important influence groups toward films.
county make that county far less desirable than
ing film audiences and the knowledge of who amount Well-produced film material finds waiting
one compact market grouping the largest a

the film is going to reach and their relative place on the program of most clubs and lodges.
of spending power around the smallest number
imfiortance in relation to the film's purpose are (Correspondingly these organizations also
of sales outlets. fit

luiH as important as the film production itself. the pattern of buying power required.
Accordingly, Liberty finds that only 927 of
Where Are the Bivers.'
the country's 3.070 counties offer profit oppor- \\ HAT Is the Cost Per Showing?
The sponsor is thus faced with the more im-
tunities, while 2.143 counties are characterized It is not the physical cost of projection and
portant side of "visualizing"' his market. If he
as the "Business Desert." "Only when people, service with which the sponsor will concern
is like the majority of national producers of
spending and selling cost are considered in re- himself. Advertisers have long ago learned to
goods and services, two recent surveys of im- lation to each other is a market measurable in disregard the physical price of the medium
portance will guiile his thinking in consideration terms of profitable sales operation," the Liberty unit purchased, whether it is an advertising
of factors affecting film distribution.
page in the Saturday Evening Post or a national
The first of these is the newly issued govern-
broadcasting period. The price that matters is

ment report which shows that two-thirds of all

the cost per person effectively reached.

American families lived on an average of only Here is where films deliver the conclusive
Su26 a year in 1935 and 1936. This survey also evidence. For periods ranging from one-half
discloses that the highest five per cent in the
lo two hours in length, showings have cost as

income bracket had 27 per cent of the national little as three cents per person.

income and that the highest one per cent had Publication of these facts in ensuing issues of

l-l per cent of the income. Business Screen will help to bring to the spon-

Those who live between these highs and low- sor's mind the potentialities and the profit in

in our economic family, about thirty jier c.-nt the suggestion — / isualize } our Markets.

Number Four 1940 £11]

 ." ^

W rrf' ^ >

.w-/'^

• It may be that Advertising will hear, in the significance. And the voice with which she other educational material, carry into the
Consumer Movement, the voice of its own addresses Advertising — the buyer's purse — is schools of the generation of tomorrow an in-
conscience. much more meaningful than the speaker's gavel. teresting story of the part that science and in-
In its emphasis on the primary importance of That plea, heard in a thousand women's dustry have played in creating a more abundant
Salesmanship, Advertising may persuade its clubs and town forums and spoken in sincerity, life for those who are fortunate to live in this
audience away from the traditional initiative of is simply that Advertising return the long- great country of ours. . . . After all, it is our
Buymanship: by its own convincing power and cherished prerogatives of [buymanship. It is own fault if three-fourths of the teachers in our
the sheer weight of numbers it has proven, all being heard and acted upon in some cases schools and colleges have never been inside a
too often, that repetition, entertainment and through government intervention, but in most factory."
emotional appeals are sufficient to win custom- part by the initiative of the manufacturer him- Here, then, is a first basic opportunity for
ers and make sales. self. Taken in another way, it can be said that consumer education. Definitely not a field for
But there are those in Advertising who Madam Consumer doesn't doubt the advantages commercial advertising, the schools of America
acknowledge vague and formless mass
that the of the Cellophane wrapping but she'd like to do need and want straightforward expository
of opinion and inquiry which makes up this get inside the package just the same. motion pictures with real educational value.
so-called Movement has some very real justi- So advertising has a worthwhile and much-
The length of such pictures need not exceed
ficationswhich offer both a challenge and an needed educational story to tell for American
twenty or twenty-five minutes (the same length
opportunity to Business. Business. That it needs to take the Consumer
is preferable in the club field) which fits the
Public "inside the package" and into the mak-
The very principles of selling success that average school period. They require no lavish
distinguish American advertising enforce upon ers factory has been made apparent through
sets or other luxuries but should respect the
the growing unanimity of Consumer appeals.
it a hit andrun policy which aims to reach educational standards which both pupil and
The sincerity and good faith of such action will
the greatest number of prospective buyers in teacher will recognize.
appeal to all who know the fascinating interest
the shortest period of time. Such a policy leaves
of these typical stories of modern business re-
neither the space or time to deeply implant the Extent of Projector manufacturers and edu-
search, improvements and its contributions to
maker's integrity or to explain the complexities (national bureaus will agree that
modern living. The opportunity is broad in Dislribulion
of f)roduction and distribution which may. in the census of 16mm sound pro-
scope and potent in possible results. Let us
reality, have been the very elements which made consider the methods through which jection equipment now in use in all schools
it can be
the product and its low-cost possible. achieved through use of films. throughout the country does not total over
The Consumer does not doubt this. No one 6,000. But the units serving large school sys-
Reaching Tomorrow's Customers tems in Chicago. New York. Detroit, and other
will confuse the attacks of self-appointed advo-
cates from various interest groups or so-called "We must. " said Lewis H. Brown, president metropolitan centers greatly increase the num-
research organizations as representing the of the Johns-Manville Corporation in address- ber of pupils reached and it will be safe to

viewpoint of the general Consumer public. But ing the Association of National Advertisers estimate that well over fifty percent of the
the housewife's complaint is, however, of real several years ago, "with moving pictures and secondary school population of 6,300,000
 WAITING..
MATERKST MN CO^Sl^fEn EDI 0\\TiO\ AFFORDS REAL
i\ATMO.\AL
OPrORTlWtTY FOR OlTSTA\Dt\li RlSt\ESS FILM M'ROGRAMS

can be reached with a sound film edited ac- tion can reach a tremendous proportion of the Several methods of reaching these organized
cording to proper educational .standards. audiences. Fully twelve thousand theatres are groups are available to the prospective sponsor.
\^here the program is of real value to the reported to have shown films issued by a single The two most important prerequisites are sim-
schools, projection serWce has been glady pro- government bureau: totals from seven to ten ply: lal Careful selection of really worthwhile
vided in addition to the use of equipment al- thousand are regularly reported by other spon- groups, and ibi The most economical and
ready owned and. on the other hand, sponsors sors. Such films are furnished to the theatres efficient means of reaching these groups so that

may find it economical to gain time by furnish- without cost and it is not surprising that they are an exact check on the quality of showing, num-
ing both operator and film through some form popular with managers, particularly when the ber in attendance and possible further contribu-
content material exceeds the interest of those tions may be made. These last will include the
of projection service.
offered on a rental basis. distribution of literature, questions and anstvers,
Edlcati.nc the Adilt Consumer sampling, dealer introduction where proper,
Selecting Influence Groups
Of immediate and primary importance to and taking sales inquiries from the audience.
.Advertising is the job of reaching today's Con- America is from the stand-
well-organized These are the ways which films reach such
in
sumers. .\s in the consideration of all other point of men's and women's groups of every audiences: 111 Projection by professional serv-
media, this is mass audi-
either a selective or a character. Business Screen's own current sur- ice or by company representatives, i.e., in this
ence problem. Selective distribution would vey of the organization field reveals that a total case the sponsor supplies film, operator and
aim at principal "influence*' groups of men s of eight million members belong to nineteen projector and gains the advantage of having a
and women's organizations, of religious bodies national men's service clubs, and general men's representative present. 1 2 1 Request bookings
and service or commercial organizations. In groups of lodges. In the field of national from library sources. A national distribution
the most group-conscious nation in the world women's organizations, ten leading groups have library receives group requests and forwards
this task is not at all difficult. Here, again, it is a totalmembership of over four million. These the film. The organization making the request
preceded by the supposition that the film will naturally do not include many millions of supplies the projection.
he produced like the pictures shown at the church members who assemble for social eve-
neighborhood theatre and respect the audience's nings at which the best educational films are Consider the Rur.\l Field
generous allotment of time. acceptable: nor the thousands of local clubs
The other half of the field involves the dis- organizations in towns and cities throughout Because its problems are different from those
tribution of suitable material through the the L. S. where films are looked upon as a real of the metropolitan market, the rural field

theatres themselves. Beyond the consideration incentive to attendance. deserves separate consideration. Its importance

Some remarkable records have been achieved to sponsors directiv interested cannot be under-
of the clientele of the theatre and its general
neighborhood such distribution cannot
setting, by commercial sponsors. Programs of the estimated, especially in the light of the en-

eyerhaeuser Lumber Company. Hiram Walker. thusiastic reception accorded films at all types
be nearly as selective. It depends very largely Vi

on the acceptabilitv of the pictures themselves General Motors. Household Finance Corpora- of showings. The large agricultural ma-
to the theatre operator. tion and W estinghouse are typical of those chinery manufacturers favor the method of
Films properly edited for theatrical distribu- which have enjoyed very widespread acceptance. (Please turn to Page 24)
 —

* The Holpoinl dealer motion |iie-

lure program may well lie consid-
ered an ideal example of "planned
selling." Over a year ago, officials
of Maxon, Inc.. Hotpoint advertis-
ing agency and company executives
laid out the program which is jusi
now being nationally released.
Their objective, aside from the al-
ways-present primary motive of
selling the company's products, is

to aid the local Hotpoint dealer.

The results are most gratifying.

Si'llitu/ keynote of "Blame It oti Love'' is this broadcast studio scene wherein an electrician (Frank Faylcn) exf'lains lo
admirino sinqinq star (Joan Marsh) and aqent (Al Hernwn) the basis of the produefs leadership

HOTPOINT
• ThK 1'R1N(-II'AI. INCRKDIENT of
nkim
sumer audiences of women brought
PRGSEIT
city's leading wealthy families, are
the 19)0 dealer program sponsored together through local directniail. deeply in love. Jeff's mother is bit-

hv the Edison General Electric newspaper advertising and store terly opposed to her son marrying
Appliance Company is not the ex- promotion. These showings, ac- a "swing" singer, but the two
cellent motion
feature picture. complished through rental of thea- youngsters elope anyway. Terry
Hlunie II on Love, which the Com- tres during the "dark" hours of the tries hard to make a real home out

pany has produced for the benefit morning or afternoon, will be fol- of their apartment but it is soon
of more than 10,000 Hotpoint lowed by bookings to organizations evident that she's about the world's
dealers. The picture and its ac- and schools. worst housekeeper. She can't cook,
companying commercial short sub- To L. J. Sholty. vice-president doesn't know how to buy. and
jects on the refrigerator and range of Maxon, Inc.. Hotpoint's adver- has a special gift for untidiness.
products, together with its lively tising agency, to Wilding, the pro- Terry is embarrassed and un-
music, capable and smooth
cast ducer and to Hotpoint's executive happy at her obvious housekeeping
direction, is a "climax" element personnel concerned with the film, imperfections, and worried at Jefl's
in one of the most thorough cam- goes the credit for its excellence. preoccupation with his invention
paigns ever based on a film theme. The Story in Detail a radio-controlled airplane — with
Throughout the country this Blame It on Love is the story of which he hopes lo make a fortune
Spring. Hotpoint dealers in the Terry Arden, beautiful featured for the two of them. On the olher
Company's twelve national dis- singer with a swing band on a pop- hand. Jeff is discouraged at his
tricts, will present theatrical show- ular local radio station. She and failure to secure financial backing
ings of Blame ll on Love to con- JeflT \^'adsworth. son of one of the for the airplane idea. A particular-

RiisiNE.ss S(:ki:i:n
114]

i
 PLUS "BOX«FFI<E" as well as Charlie Chan on Broati-
* In Hlanic It on Love the spon- uiiy. and Lije Begins in College
sors have brought out the primar\ with the Ritz Brothers.
importance of intelligent casting and John King plays Jeff Wadsworth.
direction. For the picture's "'box- He is featured in The Gentleman
office'" appeal lies in its fine cast, From Arizona, and was seen in
the "hit''theme song and its capa- Three Smart Girls, The Hardy
ble dramatic and musical direction. Ride High, and The Road Back.
Dramatic sequences were directed Nella Walker has the part of Vir-
by Wallace Fox, formerly with ginia Francis, the Hotpoint home
RKO. and all musical sequences economist. She has played promi-
were under the direction of R. Le- nent parts in such pictures as
Borg. who directed There Shall Be .Swanee River, These Glamour
Music, starring Jascha Heifetz. and Girls, Jf'hen Tomorrow Comes, and
httf'rmezzo. Marvin Hatley. top the Three Smart Girls series.
llighl Hollywood composer and con- Other principal players include
ductor, has written a special theme Cecelia (Cissy) Loftus, famous
song for which the picture is named. dramatic star of twenty years ago,
The song is called Blame It All on seen most recently with Bette Davis
Love, and promises to be a hit tune in The Old Mai<I, and soon to ap-
this spring. Mr. Hatley also super- pear in a new picture starring
vised special musical arrangements Deanna Durbin; Morgan Wallace,
for the picture, and conducted the uho was prominent in Union Pa-
orchestra during recording of musi- cific. Fury, and .Alexander Hamil-
cal sequences. ton: Marv Forbes, well known for
A CAST WITH ""BOXOFFICe" her portrayals of "society matron"
The picture has afine emotional |iarts: .\\ Herman, a newcomer to
ending. Joan Marsh, who stars as pictures, formerly a vaudeville and
Terrv .'\rden. the heroine, will be Greenwich Village Follies head-
remembered for her excellent work liner, and Frank Faylen. who has

with Clark Gable and Norma outstanding roles in Grapes of

Shearer in hliot's Delight iMGMl. U rath, and Reno.

U
miME IT fl.\ LOVE (.Ahnvc) E.vploihitu'ii

PLUS EXPLOITATIOIV
iiialeriats prepared for Hotpoiut^s dealers.

& AD^'ERTISIIVO
h trying day begins with a break- ducts "The .Modern Home of the
fast that'sworse than usual, fol- Air." Virginia soon notices Terry's * Hotpoint will assure attendance release material and a guide book
lowed by another turn-down for lack of housekeeping ability, and at the premiere showings of Blame will be offered dealers at low cost.

Jeff —
this time from his own father offers to help her. Big feaure of It on Love through a cooperative The use of these will be stim-
and the Board of Directors. Jeff, "The Modern Home of the Air" program of local newspaper adver- ulated through Hotpoint district of-
goaded by his own disappointment, program is an electric cooking tising, the distribution of literature fices. Showings will also be held

unwittingly taunts Terry about her school, featuring Hotpoint Meas- and local tieup advertising. The before employee groups of large
failure as a cook. The resulting ured Heat. The entire cooking details of these appear in the panel public utility and department store
quarrel brings the picture to a school is shown in the picture — at above but it may be added that a sections. Only local advertising
splendid dramatic climax. Terry the point where Terry determines dealer promotional package consist- will receive any tieup, however,
and it would seem that their
leaves, to become a homeraaker. ing of flyers, mailing cards, dis- since it is obviously impractical to

romance is dead —
from lack of Because of the simplicity and
play signs, admission tickets, press discuss the film in national copy.
nourishment. convenience of the Hotpoint elec-
She finds a spot as singer on a tric range and refrigerator, it isn't
new radio program "The Modern
— long before Terry is turning out
Home of the Air." featuring the meals fit for a king. Of course,
Hotpoint Electric Kitchen — a coast- she loses no time in having Hot- KESULTS
to-coast broadcast, with tcle\ision point equipment installed in her
hook-up. own kitchen. Seemingly overnight,
.she is transformed into a perfect
Here she mets Virginia Francis
— the home economist who con- homemaker.
Jeff keeps track of Terry's prog-
ress, via radio and television. When
he asks to see her. she invites him
and his family to dinner at her
home. Even though Terry has been
at the radio studio nearly all day,
her diinieris a triumph for Terry —
and for Hotpoint Home .'\ppliances.
\^'ilh a new conception of Terry

as a homemaker, Jeff's family with-

draw their objections, while Terry
—
and Jeff their troubles over em- —
bark on a new and happier life.

[15]
 and media and distribution
offices ever. mterest m pictures — particu-
—
p facilitiesin New York, Chicago,
San Francisco, and London. In the
19 months since we organized the
larly minute movies as a direct
selling medium has peaked up con-
siderably. Likewise there is a

i department we have avcragetl a pic-

ture a
from
month — including everything
5-reel sales training films to
growing interest in pictures for
public relations.
cult to say just which of the three
Thus it is diffi-

AND MOTION PICTURES 120-foot

ploying both
minute
live
movies
talent
and em-
and ani-
applications will prove the most ac-
tive for the agency in the final
mated cartoons. analysis.
by Fred H. Vidlfv employ both staff and free-
\\ e Now a word or two regarding the
lance scenarists and are currently agency's functions in the commer-
Editor's yole: This is the second in a series we began with conducting weekly film discussions cial picture business and the vari-
George Enzinger's article [Buchanan & Co.) two issues back. with a view toward informing all ous types of work which our per-
Mr. Fidler heads up J. Walter Thompson's Motion Picture of the agency's creative workers on sonnel is called on to do. Our
Department, is currently Chairman of the Screen Committee motion picture techniques. policy is to carry a picture up to
of the .4merican .4ssociation of Advertising Agencies. This doesn't mean that every the final shooting script stage and
writer has to become a finished then contract for the actual produc-
scenarist — but if they can do the tion through one of a dozen or so
• Russia, Germany, France and rather a wider application of a treatments or stories with some competent commercial producers
England have employed the motion hitherto limited medium. This spon- knowledge of the requirements of who complete the job with their fa-
picture for political and sociologi- sorship will permit a demonstration the medium, the film department cilities but with our full collabora-
cal propaganda and for education and interpretation of industry's people can do the screen adapta- tion and supervision. The agency's
for more than 20 years but America goods and services. In return indus- tions or final shooting scenarios. work breaks down as follows:
has only recently begun to extend try must supply a worthwhile This is especially true in the minute First there is the writing job.
the power of the screen beyond "editorial" content and employ movie where the script is little
field
This may involve anything from a
mere entertainment. Yet in the only the highest standards of good more than a sound selling idea and minute movie of four or five brief
course of bringing Americans en- taste and carefully measured com- in merchandising films which are
scenes and a dozen speeches to a
tertainment, the screen has exerted mercialism. For the screen magni- really nothing more than salesmen's five reel sales training picture in-
a wide influence on everything from fies and bad taste or blatancy portofolios on the screen. Perhaps
corporating a client's entire mar-
fashion to dancing, popularized boomerang and bring resentment this is a good point at which to
keting philosophy.
fads in slang and song. From the even faster than on the air or in break down and classify our film
Second there is the distribution
screen millions of people have print. And an impact which gives activity by types of picture.
or media phase of our job. This
gained their clearest (if not the the medium an unequalled remem- There are three general classifi-
involves everything from the selec-
most accurate) concept of history, brance value, if ill used, and may cations of commercial films first, — tion and classification of theaters
geography and crime. ])rove as harmful as it can be bene- merchandising or sales promotion
or clubs through independent dis-
But only recently have we real- ficial. films intended for product promo-
tributors already functioning, to
medium tion or employee education with-
ized the potency of this for The advertising agency can serve the devising of special distribution
the purposeful influencing of in the client's company: secondly,
industry and the public in the plans for pictures with special ap-
the institutional picture intended to
opinion, habits and conduct. Re- and professional application
skilled peals and objectives. Because the
interpret a service, product or
sponsible for all screen subjects ex- and utilization of the screen me- medium is so young the media job
policy for the consumer either in
cept the newsreels and travelogues. dium just as logically as it has is almost as creative as it is selec-
small club groups or through thea-
Hollywood, understandably, has employed other media in the past. tive because so much pioneering re-
ters: thirdly, the direct selling pic-
confined efforts to escapist en-
tertainment
its

in the interest of a
But no agency can become skilled
or proficient in this medium on a
ture — units of one minute to one
mains to be done.
Third is the job of merchandis-
reel or longer: usually distributed
healthy box-office. Sporadic and part time or "step-child "
basis. Un- ing the pictures themselves. In the
theatrically.
poorly financed efforts to employ less the agency's conviction of the case of sales promotion or sales
During 1939 about $12,000,000
motion pictures in classroom edu- screens worth potential and is such training pictures it's a job of sell-
was spent on sales promotion and
cation have left the educational that it is willing to bear the burden ing and staging the picture for a
merchandising employee-education
field virtually unscratched. of pioneering while seeking its re- limited group: for consumer pic-
pictures. One firm spent over SL-
Thus, as with radio, business and wards, the agency had best forego tures it may mean a direct mail
000.000. About
$1,000,000 was
industry have inherited the spon- motion picture activity altogether. spent on minute movies in 1939 and campaign or press hook for thea-
sorship of films designed for inter- Thus it seems likely that agency this year it will be close to ters or clubs, window streamers or
pretation and demonstration. Today motion picture activity and devel- other tie-in materials for grocery,
$2,000,000.
we are only beginning to appreciate opment will parallel agency radio ^Tien we first evaluated the drug or department stores or leaf-
the and possibilities of a
scope activity — some agencies
assume will
place of motion pictures in the lets to be distributed to the audi-
medium which combines the ap- and merit complete creative and ap- agency activity we felt that their ences following the showing.
peals of sight, sound and motion: plication responsibility: others will more
principal application would be in Then, of course, there is the
a medium which can be mechanic- elect to delegate all but advisory merchandising —
pictures designed specialized job of casting, technical
ally reproduced to reach a weekly functions to competent independent produc
to improve the point-of-sale follow- direction or supervision of
mass audience of 85.000.000 producers. through on an advertising cam- tion. cutting, etc. These jobs will
through theaters, millions more of Our agency had been studying paign by educating employees. I continue to be handled by special-
opinion forming, habit shaping
ists within the department who act
- -
and using motion pictures for sev- still feel that this is one of the most
citizens in non-theatrical groups eral years prior to 1938 but it was productive of the applications. as supervising producers. But the
and tomorrow's citizens and con- in August, 1938, that we elected to Salesmen and other field workers writers, the merchandising people
sumers through schools and col- set up a department to provide a like to learn but they resist study and the distribution or media
leges. will
complete motion picture service for and the motion picture represents people on the general staff
Just as business has fostered pub- clients and to incubate motion pic- a painless but effective way of put- have a working knowledge of all

lic education and information lure knowledge for the entire or- ting over a merchandising message phases of the job. Thus I think it

through its support of the press. ganization. Today we have creative in an impressive and lasting man- is clear that there is a real oppor-
magazines and radio, so business is units in the New York. Hollywood ner. tunity in motion pictures for the
now fostering this new medium — or and London offices serving all other Diirinu the last 12 months, linw- agency and for agency personnel.

[16] Business Si:hki:n

-
 .i^>.t.-7.-' : .v T .yj^rg^HtCTtiBtiawiPi

r P R E V U E • telling the film story of steel:

U. S. STEEL EXTENDS
FILM DISTRIBUTION
In order to better serve the
numerous technical groups, organ-
j.
izations and schools requesting
free loan films from its extensive
educational library, the United
Slates Steel Corporation has .set up
six distributing centers serving ter-
ritories noted in the adjoining map.
N *fM04 /

DISTRIBUTING CENTERS
MISSOUR' V.,^
KAMS« i r^KTo'c.^^ Pa.— C. R. Mofifatt.
Pittsburgh.
C4UF \ Xhc^^o^'"* Dir. of Adv., U. S. Steel Corp. 4:^6
Seventh Avenue.

ARIZONA
New York City — Mr. Geo. J.

Dorman. U. S. Steel Corp. 71

Broadway.
Birmingham. Ala. — Le Roy Holt.
Sales Prom. Dir., Tennessee Coal.
Iron & Railroad Co. Brown-Marx
Building.
Scenes (left) from Cleveland. Ohio —
W. H. Cordes.
U. S. Steel filnis Mgr. S. P. & Adv.. Amer. Steel &
Wire Co. Rockefeller Bldg.
Chicago. III.— A. C. «ilbv. Asst.
to V. P. U. S. Steel Corp. 208 So.
KEY TO THE MAP ABOVE tributing centers now serving
LaSalle St.
State borders are Indicated by users of films. Note that In the
broken lines; heavy white lines East, states are sometimes San Francisco. Cal. — J. B. Du-
indicate six districts and dis- divided within districts. Prau. Columbia Steel Co. Russ
Building.

RIGHT Off the REEL The Story of Food Preservafion:

The new Technicolor motion
& Tumitmitv
Title: Yesti'niny. Titdar millimelers. in daily use.
picture Refreshment Through the
H. J. Hfinz C.itmpany
Spotisiir :
The film, which presents some
Years, produced by the Jam Handy Producer Wiiding Pic. Prod.
;
of Hollywood's best known talent,
Organization for the Coca-Cola
Yesterday. Today and Tomor- may be had by any
application at
Company, was presented before the
rail; a Hollywood ver.sion of the of the Heinz Branches or by ad-
Chicago Federated Advertising
of food preserving,
history has dressing a letter to the company at
Club in early March.
been released by H. J. Heinz Com- Pittsburgh. Pa. .Advertising con-
Caterpillar Tractor has four new pany, which now has 45 projectors tent is not at all objectionable and
pictures in the 1940 Roadshow, and 125 films, both 16 and 35 entertainment value excellent.
including one. Your Neighbor's
Diesel, in full color. Seven trucks
are taking the show to all parts of
the country.

Chesterfield joins the sponsors

using motion picture-radio audience
promotion. Tobaccoland is the
Marcli of Time-produced commer-
cial.

A Technicolor fashion film pre-

senting fabrics of Bemberg rayon
has been announced by the Ameri-
can Bemberg Corporation for se-
lected retail store showings before
New Insurance Film summer.
^ Amt'rican Portrait, the second The Paramount produced short —
interpretive film production of the The Miracle of Milk is hitting all
Institute of Life Insurance is now principal theatres in New York.
being previewed liy life underwrit- Orchards to You, a full color
and will
ers throughout the country film of the apple industry, is now
be available for public showings being shown retailers and distribu-
after March 18th. The 25-niinute tors in the national market. The
picture was produced in Holly- picture is aimed at making the work

wood. (To be reviewed later.) (Continued on /'age 28)

[18] BUSINKSS SriiKKN

new inspiration for salesmen: P R E V U E

ALEXANDER SMITH
AND MASLAND FILMS
• Th \T A tOMMERCUL HLM can
be real entertainment no one who
sees Alexander Smith's .Nearly
Hifiht Ifon't Do
can deny. Against
a hackgroimd of song and comedv.
the story of .Alexander Smith Qual-
ity Control, the Tru-Tone Process.
Floor-Plan Rugs . . . and broad-
looms, the Good Housekeeping
Guaranty and the Clara Dudley
decoration service are presented in
-The v..-- »»,,,,> /.MM.. a convincing way and with a com-
|,,„liinM^-l""'
plete absence of the stodginess that
sometimes characterizes commercial
Lelliiig retail salesmen see them- films.
selves as other see them is the Nearly Ri^hl Won't Do concerns
mission of the new Jam Handy- itself with the adventures of the
produced sales training sound mo- Three Jesters. Red. \^ amp and Guy
tion picture The Face in the Mirror. in their attempt to buy a rug of
Made as a sequel to Selling Amer- right quality, right color, right .Audio canieranien slnmt lite iii-ir Maslaitcl film "for the .Wuwii's Homes'
ica which appeared at over 1.500 size and right price for Reds wife
meetings and conventions, who has tried rug after rug on her
sales
For Departmenf Store Showings;
this 28-minute feature is available living room floor and sent them all
to business organizations on a back because thev didn't fill the Title:For the ISatum's Homes Masland Line of rugs and carpets.
Spintutr: H. Mastand & Sons
modest rental basis. bill.
i'..

Producer: Audio Productions. Inc.

The picture is to be shown to retail

Preview applications may be The opening song of the Three

• JisT RELEASED by C. H. Mas- and wholesale salesmen throughout
made at New Vork. Boston. Wil- Jesters is also the theme song of the
land & Sons is a new talking motion the country and to interested groups
mington. Dayton. Detroit or Chi- picture:
picture For the Nation's Homes fea- of women through women's clubs,
cago offices of the Jam Handy Nearly right won't do. won't do
turing the famous news commen- schools and colleges. Educational
Organization. (Please turn to next page) Lowell Thomas and the entire content on rug making excellent.
tator.

Entertainment Plus Sales Punch:

Title: Penny Turns Pro al the spring series of dealer con-
Spon.u/r: Standard Oil (Indiana) ferences.
Producer: Wilding Pic. Prod.
Everyone engaged in selling
Human interest, comedy, heart
Standard Oil products, according
throbs and pathos make I'enny
Turns Fro, one that will capture the to those who have already seen the
picture, will be inspired to in-
interest even of those not affiliated
with the oil industry. Built as a creased sales effort after following
retail merchandising film, it was with mingled emotions the film

developed especially to be shown storv.

Cii.il ami .ci-/.t make the iieie Slamlard Oil ni Indiana fi'm, "Penny Turns Prn."

Cover Rivers of Gcoroia iU-jt) niicts mcinhers of the east of "The Greeji Hand."

For Fufure Farmers of America:

Title: The (wreen Hand farm youth movement was accom-
Sponsor: Future Farmers of .4mer. plished by the producer with sur-
Producer} (',, L. t i'nnrtt prising results. Something about
* Here is realism in the raw. The the natural local settings (action
Herculean task of assembling a takes place in Georgia I and the

compauN of untrained actors and complete sincerity of the cast gives

producing a creditable dramatic this human interest value of tre-

film based on the activities of this mendous possibilities for rural use.

Nl .MUElt FuUI! I'J 10

[191
 '•«? 't^:«-^»<»
^rii

PREVUE • IV seme outstanding pictures:

IN DEPARTMENT STORES
{Continufd jrom Previous I'a^e)

W hen we buy a rug that's neu

Itmust be exactly right
Nearly right won't do.
From the first chorus to the lime
when the Jesters are able to sing
triumphantly:
No need to uorry any more
Now we have the proper rug
upon the floor —
they make a thorough investigation
of all phases of the manufacturing
and merchandising of Alexander
Smith rugs and carpets. X^Tiile they
learn how to buy a rug. the audi-
ence quite painlessly, absorbs much
down-to-earth information concern-
ing the points of Alexander Smith
superiority. The Jesters interview
Good Housekeeping to learn what
is back of the Good Housekeeping

Guaranty; they visit the Alexander
Smith mill and see for themselves
how quality is woven into Smith
products; they call on Clara Dud-
ley. Alexander Smith Color Con-
sultant, and discover how her serv-
ice operates and how wide is its
scope; they attempt to buy a rug
from a merchant whose selling ideas
may be summed up in his closing
line, "If you see anything you like,
bring it over and I'll wrap it up
for you"; and finally they go to an
up-to-date Alexander Smith dealer
who knows his merchandise and
who gives them in a few words the
story of Alexander Smith Rugs and
Carpets that they have learned by
trips to the mill, to Good House-
keeping Institute and to Clara Dud-
ley's office. He makes the sale with
a Floor-Plan Rug and the Three
Jesters return to Red's wife to tell
her that her troubles are over.
With "Joel Gentry in HoUyii'ood"
For Farmer Groups
Sponsor: Deere & Co.
Producer If il fling
: Producer: Dowling & Brotrnell
Joel Gentry in Hollywood is the
feature attraction in the John Deere
program, a promotional effort
sponsored by Deere dealers to
open the 1940 selling season. Por-
trays the wholesomeness of farm
life. Audiences farmers and their
families in all sections of the coun-
try attending program primarily
devoted to farm tractor and equip-
ment sales.
Record-Breaking Theatre Distribution
Sponsor: Friends of Finland; Finnish Relief Fund
Produced hy: Emerson Yorke Studios (New York)
This five-minute short subject is
chiefly notable for the unusual
distribution and theatre coverage
When achieved for the Finnish Relief
From the nezv Standard Oil oj Calif, epic.
Historical Epic
Sponsor: Standard Oil (Cal.)
Swiftly moving scenes depict
growth of the West; unusual scenic
beauty and industrial development
with particular emphasis on the
petroleum industry. Serves to give
a new appreciation of the "West"
without undue commercialism for
the sponsor and thus serves the
sponsor even better for certain to
be widely requested for clubs and
schools.
run theatres in every stale in the
country to 12 million persons.
Production is of no general im-
portance beyond its appeal to

the rug arrives a Technicolor se-

Fund. Inc. In ten days, 600 prints admirers of the brave Finnish
were booked and played in first nation now once again at peace.
quence shows what a splendid se-

lection the boys have made. Main title: Paavo Nurmi & Taislo and Helsinki scene jrom "Finland
Maki; Herbert Hoover, fund chairman, Fights" produced by Emerson Yorke.
The Distribution Plan
Nearly Right Won't Do will be
shown along with the Masland llltl NnS Ul FINLAND
film
wholesale and retail salesmen at
to

special meetings to be arranged by FINLAND

Smith and Masland jobbers and re-
quests for bookings have already FIGHTS!
begun to deluge Smith officials. The
film's purpose is to make salesmen,
particularly retail salesmen, more
conversant Alexander Smith
with
Rugs and Carpets and what lies
back of them and to give the in-
dividual salesman the ammunition
he needs to turn Alexander Smith's
huge national advertising campaign
into retail sales.
Although Nearly Right Won't Do
is directed primarily to salesmen it

Rail Pilgrimage is edited in such a way that it can

be shown to consumers as well
Scenes jrom the B & O film, "ll'tish-
in g ton
.'produced by Loucks & Marling
Present plans call for eventuall)
releasing it to the general public

[20] BiisiNKSs S(.nr.i:N

 iiiiiiiisiiiii

^onic of the intcrcstitiii )iiiHicni homes pictured in the FH.i all- 1 eehiiieolor film "Ifoines of I oiliiy'

FILMS SFLL IlUUSIlVll TO 1111!! PUBLIC

NUMBER THREE OF A BUSINESS SCREEN SERIES ON THE USE OF FILMS IN BUSINESS

• Next to food as a fundaiiienlal ministration and other grants for being circulated to theaters. This FHA film. Homes of Today, pre-
in man's existence is his need for the sole purpose of encouraging picture aims to show the public the sents a somewhat untrue picture of
Shelter. "Construction." says a re- private building projects. advantages of home building and housing possibilities because it

cent Government pamphlet, "is buying under Titles I and II of the features California construction but
man's oldest industry, next to
Few Commercial Sponsors Acti\ e
National Housing Act. these objections will not loom very
hunting and fishing. Its beginnings But here the Government has Of an entirely different character large to the Public. The theatre-
are lost in the mists of the Stone had to go it almost single-handed is the documentary film Housing in goer can see in this pictorial rec-

Age. when the cave dweller first in the use of films to aid in the Our Time produced by the United ord of modern home building the
piled stones and broke boughs from publicizing and promotion of States Housing Authority. This pic- dreams of
realization of his or her
the forest trees to form his hut. Housing. This despite the fact that ture grimly reviews the slum con- a home. The houses shown are de-
An imaginary picture of the first Business has a billion-dollar stake ditions of small town and metro- signed to fit the pocketbooks of
activities of civilization might be Except for Johns-
in material sales. politan centers and "makes real the small income families earning from
the search for food and the build- Manvillc. Republic Steel. .American nature of the struggle that millions $900 to $1,500. The payments to
ing of shelter: and not until these Brass and a very few other com- of Americans must carry on to principal and interest on some of
primary occupations had been per- mercial sponsors the field of films maintain self-respect and create a these houses may be as little as
formed did those of agriculture, for creating public interest in mod- home in slum dwellings . . . the sixty-five cents a day.
manufacturing and trade find their ern homes is practically untouched. second half of the film tells how
place in the general scheme of The Federal Housing Adminis- the local housing authority func-
Reviewing the FHA Films
affairs." tration has produced two Tech- tions in cooperation with the USHA. Many types of architecture and
Shelter is a fundamental part nicolor shorts in the past year for The film follows a project from planning are represented in Homes
of America's economic prosperity. theatrical distribution. The first of the granting of a loan by the of Today. They conform, however,
too. for in idleness of the building these was exhibited in 12.000 of USHA. through demolition and in being modern, well-designed
trades workers and the hundreds the 16.000 theaters in the country. construction, to occupancy. It houses that any prospective home
of occupations dependent on hous- The first. of Motlerniza-
Miraclt's analyses the benefits of public owner would be interested in com-
ing progress lie the basic reasons lion, portrayed the methods of im- housing to labor, to industry, and paring with his own plans. Char-
for the extensive Federal legislation proving and preserving home prop- to the taxpayer." acteristic of the planning of these

involving the United States Housing erties. The latest. Homes of Today. Some building suppliers and houses is the accent placed on
Authority, the Federal Housing Ad- is also in Technicolor and is now- contractors have protested that the {Please turn to ne.xl page)

Belozc: one of the sittigcsted theatre-

promotion layouts in connect ion
jvoa/ front
icith the FHA
film proiiram. At rii/ht
MODERNIZATION before oml after scenes from the FHA
MAGIC
k film "Miracles of Modernisation."

NUMBICK 1940
it.n/ifinanl jrotn llir previous pa^r)
eliniinalitij;; waste steps and motion THK PIBLM WANTS 1S¥A\ UmSlJSU FILMS
wliili' still allowing for ample • To a national nianafaeturer tare as the theme of a local
spaee and adequate closet and stor- of huildinf, materials, hu.iiiness Housing II eek. Publicity in local
age room. Screen safiges/s the sponsorship newspapers, cooperative advertis-
Miraclrx of Modernization also of a new housinf; picture based ing and other apparent advan-
lienefits from the romantic hues on localized building problems tages of goodwill and actual
of tile Technicolor process. The and containing contributions by .sales results make this idea well
film opens with spectacular shots local architects. The distribution worth the thoughtful considera-
of the New York \^'orld"s Fair: possibilities are most attractive: tion of some enterprising build-
shows the Federal liuilding and the local contractors, material deal- ing materials producer — or for
Governments housing exhibit. ers, architects and real estate more than one for that matter.
In another sequence outstanding companies might use such a p'c- — The Editors.
examples of exterior modernization
are shown. Reroofing. screening, Built. \^hile Anns parents are Each unit of the Home Insulation
landscaping, and painting illustrate away on a vacation, she undertakes Sales Company one and
has at least
how a typical old home can be to re-model their home with the sometimes more sound jjrojectors;
modernized. A third sequence assistance of a rising young archi- the various salesmen take turns in
stresses interior modernization and tect: things work out so success- using the ecpiipment. J-M has found
the use of color. It features the fully in many W'ays that she and the that their salesmen are quite adept
evolution of old-fashioned kitchens young architect follow their re- in operating and maintaining the
into modern ones and the transition modeling job with a new home of prints and equipment, very little
of gloomy, storage-cluttered base- their own. trouble of any sort is experienced.
ments into airy and healthful recre- All these pictures were .shown to The company maintains 100 sound
ation rooms. dealers, clubs, fraternal organiza- projectors and 50 sound-slide ma-
Whatever may be said about tions, but the latter picture has also chines in the various branches.
these pictures from the point of had about fifty theatrical showings, Another picture, slightly more
view of technical accuracy — their which is quite unusual for such a institutional than any of the others
function was the awakening of in- long (45 minutes) and outright was also made last year. .March of
terest and desire in the man on "commercial." Progress in the Building Industry
the street and the re-establishment This was primarily shown to deal-
Two Insi'lation Pictlires Made
of bis confidence in the idea of ers, but is now also being used for
home building. As such, these In the spring of 1939. two pic-
club showing.
films have undoubtedly contributed tures were made, both on the sub-
a great deal to the basic stimula- ject of insulation, and both very Also Use Soind Slide Films
tion of business. It seems to remain similar to each other. The reason Various sound-slide films have
now for Business itself to pick for the two versions seems to have been made in the past two years:
been to keep up the interest of the The Farm Market tells the dealers
up the torch and carry on. Par-
ticularly important since
is this
salesman in the visual idea; thus that the farm market is rich and
the FHA's completion of its present after seeing the same picture about inviting. .4 New and More Beauti-

program fifty times, he could obtain use of Insulating Board, about

of housing promotion. ful tells
the second version. the company's new insulating

Jolins-Manville Films The title of the first version is. board factory in Jarretl, Va. This
W hen Winter Comes, and the sec- slide-film was produced to quicken
.-) brirl rciicu' of the activity of
ond. Comfort That Pays For Itself. the immediate sale (to dealers! of
one building iniluslry sponsor:
These pictures are never used for the company's insulating board.
In 1935. Johns-Manville
the canvassing, only for "'closing.' Time to Talk Time is a picture
Company sponsored the first sound The prospect is brought around for dealers about the great possi-
movie pertaining to the building to the point of being definitely in- bilities of time payment for build-
industry. The title of it was Be- terested, then the salesman brings ing materials, the FHA plan, etc.
fore and After; it was a dramatic over the picture some night and This was made to inform many
story about the re-modeling of a shows it to the entire family (and people who did not realize that it
house and designed for both con- neighbors, too. sometimes). Often was just as easy to re-model and
sumer and dealer showings. The on the strength of the showing the build new on time payments as it is

following year another dramatic salemay be closed right on the spot. to buy an automobile on credit.
presentation was produced of a new
house in Westchester. It told a the I'hUtifi Carey Cenilnrny, tecll- "The Story of ti House" sponsored hy
story of a young couple building a tntiiien in the roofini] fichi recently pro- the Pnhlic .S'crvicc Co. (A'ac Jersey)
,

zvas a prizc-zvinninij motion picture

new home and and ulti-
their trials duced 11 Icinithy slide film for its dealer
conlrihution to the field of home mod-
mate satisfaction and happiness: oriiiiiiizntion. ihidiislriid Pictures.) ernization, i .-Utdio Priiditclious.)

the title of this was The Forty Point

Home.
In 1937. another picture was
made which was more or less a
combination of the previous two:
its title was The House That Ann

l.cll. In/' III Imltom: rcl<ri-scnliilivi-

st'cues and jtusimilcs of firomolioital
hnnlelrls issued hy Johits-AIainiitlc in
t-nniu'ction leitti its flm proijrani "Hi'iil
and Its Ciinlrol" was t"'"dnci'il hy
Caravet Films, Inc.; others in llic
tlic

si'ries Ti'i'rr finidiircil hy l.nllicr Reed-

liUSlNESS SCUKKN
 Scene from the Johtis-.\faniiUe slide film "Time to Talk Time" (Jam Handy) I 'eaters learn ho 'lerincaliio! ioisniess m "lime to lalk lime

Other Blildinc Film Sponsors use is that of institutional goodwill who are their customers. In Good find the sound slidefilm invaluable
building. Altogether seven slide- Brush Making, a 1600-foot silent in giving prospects an adequate
Many other suppliers of basic
building materials, plumbing and films have been made in the last motion picture, the Company has a demonstration of modern units.
two years on both the roofing and valuable sales aid which it uses to
roofing have made good use of the St MMARY OF Other Uses
the floor covering lines. train dealers' and jobbers' sales
film medium. Tyjiical of these are
In summary, such films as Cer-
soimd films
the three-semi-technical
Tilo has also u.sed two recent forces. Other pictures such as The
tainteed's Play Day for Plasterers
of the Lone Star Cement Company. slidefilm programs and has Romance of Paint and Varnish.
Ione-reel, silent) and the many pic-
Heavy Duly Floors. Better Cement equipped each of its twenty sales { National Paint. Varnish & Lacquer
lures issued by public utilities
Makes Belter Concrete, and Cuttinji offices with projectors. These pro- Association I. Modern Methods of
should be mentioned. Of these lat-
Costs in Concrete Frame Erection. ductions are intended solely for the Paint Production. (.Armstrong
Company's own ter, the Public Service Company of
As the titles suggest, these are training of the Paint I The Story of Duco and
salesmen since it has no dealer Dulux iDuPont) and Bakelite's
New Jersey has issued one of the
^liown to technical groups for the
Science Saves the Surface also of-
best in Story of a House which won
most part. Supervision of the pic- problem.
a public utilities prize. The Amer-
tures for the Company was under- Films in the Limber Field fer a sales educational theme.
ican Brass Company's House of
taken by Chowan & Dengler adver- A number of programs have Heating and Plumbing Films Dreams, a one reel sound film on
ti>ing agency. Each divisional of- lieen used by sponsors in the lum- * The Crane Company's motion the use of permanent materials in
Im ! has a sound projector and Lone ber industry. The 'W-minute .sound picture. Flow, is being generally the metal phase of home construc-
~-iar .salesmen put on the shows motion picture of the \^ eyerhaeuser circulated for public group show- tion, is being distributed by the
"hen requested. The latest Lone Sales (Company. Let's Build To- ings through the facilities of the Motion Picture Bureau and is also
^tar film Keeping Pace With gether, is directed to the building Motion Picture Bureau. This film being shown by Company repre-
I'ra^ress is largely non-technical. trades. It shows what Weyer- shows the manufacture of Crane sentatives to any groups interested.
haeuser has done to help the prog- valves and their widespread use
Su.ES Training With Si.idf.fii.ms
ress of the building trades and goes from the control of water falls to The leaflet cover (belme) tells the
and Son
In the roofing field. Bird
into considerable detail on how "4 story of .4nteriean Brass Comfiany\f
the home bathtub. Crane has also
and the Tilo Roofing Company have honsinei film. "The House of Dreams."
Square" lumber, the Company's used many sound slidefilms for
made good use of sound slidefilms. advertised product, is used on the sales training. Of more direct nature
These are for dealer education and joli with many excellent advantages. are The Secret Sins of Sanitation
~ales training. Bird and Son. as K ooden
Home of the Soldiers which shows the hazards of faull\
one of the world's largest manufac-
and Here's How issued by the Red plumbing and the Hajoca Corpora-
turers of building materials, uses
Odar Shingle Bureau are movies tion'sThe Making of Brass If ork
this comprehensive dealer educa-
intended for public showing. In and the Evolution of a Bathroom.
tional program to show installation
this same \^ estern field, the Doug- Designs for Better Living issued by
and application of the product, and
las Fir Plywood .Association has the Plumbing \^are Division of the
liiially to show the dealer how to
The Manufacture of
s[)onsorefl Briggs Manufacturing Company is
rash in" on profits through im-
Douglas Fir I'lyuood and the shown to architects, builders and
|iioved selling technique. Anollier
Western Pine .Association offers plumbers.
Harvesting the Western Pine for The heating field includes a new
group showings. Forest Treasures. sponsor Mueller Furnace
in the
issued h\ the V eneer .Association, Company of Milwaukee. The Hard
has a similar feeling as has The If ay. issued by the Company is no\\
PRODUCER? Romance of Mahogany sponsored being shown to dealers nationally.
by the Mahogany Assn. Slidefilms for Stokol. Williamson
P\iNT AND Varnish Sponsors Heater. The Iron Fireman Company
Harlon and Goodman. Belleville. and the Williams Oil-0-Matic Heat-
DISTRIBUTION? N. J., brush makers, have taken the ing Corporation illustrate the ap-
commonplace story of paint brush plication of this medium as a home
SEE PAGES 24. :i2. .4!\n :i4 manufacture to the painting and demonstration and sales training
decorating contractors and dealers device. (Company representatives
lllllllllllllllllllllllllllllllllllllltllllllllllltlllllllllllllllllllllllllllllllllllllllllllllllll

\l MBER FniH 10 in

II
 THE AUDIENCE IS WAITING
THE ECONOMICAL WAY [Cuiilinued jrom I'u^f 13)

TO GET presenting rural farm "enlertainmenls" in

rented halls, school auditoriums. Grange halls
and the like. The ""power farming" entertain-
MASS CIRCULATION ments are popular among rural folk and
FOR YOUR attendance affords the sponsor a packed house.
The types of pictures offered rural audiences
BUSINESS FILMS naturally follow the types of selling activity.
Farm equipment manufacturers naturally lead
with International Harvester. Deere & Company.
FIGURES LIKE THESE TELL THE STORY: J. I. Case. Caterpillar and one or two others in
For a Mofor Cor Monufocfurer the vanguard. Of these, the Harvester programs
2I( Prints for IM9 Today
PICTORIAL CREDITS
have the longest continuous record.
11.598 SHOWINGS to 1.721,713 PERSONS
For o Basic Material Manufacturer Harvester believes in the film entertainments Business Screen is indebted to the follo-H'iiici

oiiiaiii:alioiis for pictures affearing in this

50 Prints lor H3» more than ever before. Footage made in the
SHOWINGS
3,451 PERSONS
to 470.335 current issue:
South affords added entertainment for Northern
For a Food Protlucf 0/sfr)butor Page 11: The J^enard Oriiauization.
50 Prints for 193? showings in addition to such special subjects
3,894 SHOWINGS to 533.259 PERSONS Pace 12: 7"/ir? Jam Handy Organization;
as are now being produced for outright enter-
Company (Indiana) (audi-
For o Service Product Monufocturer Standard Oil
l&O Prints, Two Months. 1940 tainment only. ence panorama).
1.647 SHOWINGS to 259.747 PERSONS With the exception of Ralston (chick feeds) Page 14: Maxon, Inc.: Hotpoint & Wilding
A NATIONAL INFORMATIONAL PROGRAM and such organizations as Keystone Sleel & Picture Productions.
SERVICE TO SELECTED CONSUMER GROUPS
Wire, no organization has been more active Pace 17: Armstrong Cork Co. & li'est
Write for these stories In detail Get — outside the equipment field than Sears Roebuck Coast Sound Studios. Neti' York City.
Rates and Plons for YOUR Film Program Sears has spon.sored programs P.\GE 18-19: Carnegie Steel; H. J. Heinz
& Company.
(IVilding) Masland (.4udio Productions)
which have been of great public relations value. i'enard Organisation Standard Oil Co.
Under the 4-H Flag has been accepted with (Indiana) Wilding Pic. Prod.
enthusiasm and gratitude by rural groujts Pace 20: Baltimore & Ohio R. R. (Loucks
wherever shown. This is undoubtedly true. also. & .Marling): Deere (IVilding): Standard
MOTION PICTURE BUREAU of the Future Farmers organization film. The
Oil (Calif.) Doivling &
Brotcnell. Finland
OF THE Y. M. C. k. Fights: (Emerson Yorke).
Green Hand. The many thousands who braved Federal Housing Administratinn.
19 SO. LA SALLE ST. 351 TURK ST. Page 21 :

rain and cold to attend the recent Georgia

CHICAGO SAN FRANCISCO Page 22 : Johns Manville Corp. ; Caravel
premiere should offer a great inspiration to a Films, Inc. Luther Reed. The Jam Handy
347 MADISON AVE.
sponsor with similar aims. Organization (P, 23),
NEW YORK
What Films Are Needed?
The same type of subject matter on basic
NEW! NEW! NEW! topics of Americanism as those which would be
welcomed by his urban cousin would be appre-
,,.rr.,.^n^i ORIGINAL PAINTINGS
ciated by rural audiences.
There might also be a series of modern farm

fj^Ci^ TRANSPARENCIES subjects such as the public utilities should spon-

sor. Electrification progress indicates further
basis for this. Next in importance would be an
ARMiTRONG STUDIES educational series on scientific farming, perhaps
OF THE MODERN
based on the short-course idea.
AMERICAN GIRL ARE
For the rest: study the needs of our farm
IN A CLASS BY
THEMSELVES! population, economically and socially, and
With draftsmanship that haj you'll find both the need for information and
the accuracy of the camera
and a darinq color initia- the desire to know. It's up to the sponsor the —
tive, Rolf Armstronq has waiting!
audience is
created qirls whose superla-
tive vivacious beauty have
made them not only sure
winners in the commercial
field but have set a stand-
ard of art quality recoq-
niied by critics and con- Choosing a Producer ?
noisseurs everywhere,

Armstrong's beautiful girls in

PROJECT LIFE
all their
SIZE!
dazzling color
GET PRODUCTION
35mm COLOR
and vivid reality are
TRANSPARENCIES,
artist himself.
made
now available
under the
in
direction of the FACTS & FIGURES
A BrillinnI and Beautiful Addition from the Studioi of
Your Transparency Colterlton
to
SET OF FOUR 35MM COLOR TRANSPAR-
ENCIES OF ARMSTRONG FIGURES NOW
BURTON HOLMES
AVAILABLE AT Jgii
Order from yttttr dealer or
FILMS
Complete Professional
STUDIO & LABORATORy
ARMSTRONG SERVICE, Dept. R3
EQUIPMENT
551 Fifth Ave.. New York, N. Y.
FACILITIES &
n I enclose S2. Send four 35mm COLOR TRANS- RCA Ultra Violet Recording
PARENCIES of selected Hgures.
D SEND DESCRIPTIVE LITERATURE FREE.
Name
Burton Holmes Films, Inc.
7510 No. Ashland Ave. Chicago
Address
Telephone Rosen Park 5056
City Stale

Dealer's Name
 K^J^?1^
1. BETTER, MORE BRILLIANT PROJECTION.
This projector uses a specially designed
optical system and large objective lens
(f.1.65) which provides 10 to 20' greater ,

screen illumination with 7 50 watt lamp.

2. BETTER, SIMPLER THREADING. With

threading line cast on projection block,
this projector is as easy to thread as silent
equipment. Has large 16-tooth sprockets
which engage four to five sprocket holes,
increasing life of films.

3. BETTER, MORE EFFICIENT COOLING. Blow-

compartment cools lamp,
er scroll in this
amplifier and aperture gate. Lamphouse is
only slightly warm while projector is
operating, thus increasing lamp life. Lamp
may be quickly and easily removed.
4. BETTER REEL TAKE-UP AND REWIND. This
is an exclusive RCA feature. Separate mo-
tor eliminates spring belts, assures equal
tension on 400, 800, 1200 and 1600-foot
reels. Reel rewind is simple and rapid.

5. BETTER EQUALIZATION. The film take-up

equalizer,between take-up reel and lower
sprocket, greatly reduces magnitude of
jerks and uneven pull of reel.

6. BETTER CONVENIENCE. The sound opti-

cal units are mounted on single casting
with swinging bracket for easy cleaning.
Exciter lamp may be quickly changed.

7. BETTER OPERATING EASE. All controls

conveniently located and grouped for
easy operation. Loss of film loop quickly
adjusted without stopping projector.

8. BETTER INPUT PERFORMANCE. Input jack

permits use of high impedance micro-
phone or Victrola attachment with mag-
netic or crystal pick-up. Speech input may
be used with either sound or silent films.

9. BETTER REPRODUCTION. 10. BETTER FRAMING.

11. BETTER TONE. 12. BETTER ACCESSIBILITY.
13. BETTER VERSATILITY. 14. BETTER LUBRICATION.

See the exclusive features which put this simplified 15. BETTER LAMP SERVICE.
16. BETTER PORTABILITY.
sales making unit YEARS AHEAD! Trademarks "RCA Victor," "Viarola" Reg. U. S. Pat.
Off. by RCA Manufacturing Co., Inc.
company with the world's great-
Built by the of theatres — this new 16 mm. sound film
est experience in sound recording and projector gives you performance, conve-
reproduction — the company that not only nience and ease of operation that mark it
makes the sound recording equipment used the finest equipment ofits type ever made!

by Hollywood studios, but also the RCA Yet the low price is within reach of every

Photophone Magic Voice of the Screen business organization For finer sound system
!

reproducing equipment now in thousands perjormance . . . use RCA Tubes.

Projector.

^^z^
Educational Dept.,
AUDIO-VISUAL SERVICE
RCA Mfg. Co., Inc., Camden, N. J. • A Service of the Radio Corp. of America G 1 should like a demonscranon^

Number Four 1940 [25]

I
 ^ jectors sim|)ly b)' turning the hand-
selling knob. Bell & Howell is prci-
frames
on the
lo complete the operation
screen, it is obvious that

» NEWS AND \ Iding a special frame counler and

hand crank, which may be attached
llie operalion reipiired
minute lo perform. That is the in-
Yi,, of a

NOTES ON lo any 8 or 16 mm. silent Filmo

projector. It is instantly disen-
formation the time and motion
study expert wants.

EQUIPMENT DEVELOPMENT gaged, for regular projection.

To illustrate, if a factory opera-
For further information on Filmo
camera and projector adaptations
tion were filmed at 1.000 frames tomicro-motion work, write the Bell
per and if the projector
minute, & Howell Company, 1801 Larch-
• Latest inno\atkjn in the field 21-fuot image with a thiow of 125
cranked through 100 mont Avenue. Chicago. Illinois.
operator
of continuous projection equipment feet or more. This is far beyond
for slidefilms is the DeHaven Icon- the capacities of the ordinary Lens Coating Increases Brilliance of Screen Image
ovisor now offered by Marks & 16mm sound projector but with a • The first commercial applica- to a thickness of a quarter of a
Fuller, Rochester, for national de- cpiality of sound and illumination wavelength of
lion of a special film coating to in- light. Since both the
livery. Successfully demonstrated hardly distinguishable from the
crease film and the lens reflect light
the light transmission of it is
in the Prevue Theatre of Business 35mm theatrical unit.
lenses has just been completed with necessary that the crests of the
Screen early this month, the Icon- the delivery of new projection waves from one beam shall
Motion Study Film Equipment fall
ovisor very apparently has what lenses to twenty-five Loew theatres into the troughs of the other. Thus
• \^ ITH TIME AND MOTION study be-
ittakes to give advertisers an eco- in the larger cities. Lester B. Isaac. being out of phase the waves neu-
coming of increasing importance to
nomical and dependable unit for Director of Projection and Sound tralizeeach other and reflection is
the industrialist, and with motion
ihc projection of still pictures. for Loeu's Theatres, ordered the eliminated. The missing radiation
pictures assuming a major role in
The working mechanism is ap- new lenses for the first showing of reappears in the transmitted beam
this study of operations and meth-
parently almost fool-proof so should Gone W ilh the II ind after exhaus- which may contain as much as 99.6
ods. Bell & Howell announces that
give little or no operating trouble. it prepared to equip with spe-
is
tive tests by Bausch & Lomb had per cent of the original radiation.
The projected scenes can be as disclosed that screen illumination \^ hen a beam of light falls per-
cial micro-motion speed dials any
large as the 200-watt S.V.E. cus-
of its Filmo 70 16 mm. Cameras or
could be stepped up from 15% to pendicularly upon a glass-air sur-
tomarily permits. Approximately Filmo 8 mm. Cameras operating
40% depending upon the type and face from four to five per cent of
40 frames can be carried in a con- focal length of the lens used. the light is lost by reflection at each
in the 16 to 64 speed range.
tinuous strip or a great many more Motion study experts use the Marked improvement in image surface, the precise amount depend-
(up to 350) on a rewinding ar- metric system, with the minute as contrast and sharpness of focus ing upon the color of the light and
rangement. The projector can be the unit of time. Therefore. Bell has been reported by Rochester pro- the type of glass used. A crown
easily synchronized with an accom- & Howell cameras equipped for this jectionists who have been testing glass-air surface reflects about four
panying turntable sound is de-
if
work have micro-motion speed dials the new lenses. per cent of incident light, whereas
sired. First national customer re- calibrated to operate the instruments Bausch & Lomb said
Officials of a flint glass-air surface reflects six
ported is Levy Brothers and Adler- al 500, 1.000, 2.000. 3.000. and that the new lenses have been made per cent. The transmission in the
Hochester, Inc.. of Rochester. N. Y.. 1.000 frames per minute, instead of availalde in advance of their sched- first 92 per cent; in the
glass is

clothing manufacturers, who plan the conventional '"per-second" cali- uled date of introduction in order second 88 per cent. The Bausch &
Lo use 11 units for salesmen and brations. Two types of dials are to aid Loew's in securing greater Lomb Super-Cinephor with its high
consumer showings of full-color available — one graduated exclusive- screen brilliancy for the technicolor
W ith
aperture and the new glasses de-
veloped for several elements will
subjects. ly for micro-motion work, and the production of Gone the If ind.

Bausch& Lomb combines two have its light tran.smission in-

other calibrated both for these spe-
Change lo Knuni Art- Projector
cial speeds and for conventional processes in its method of produc- creased by approximately forty per
H. J. Heinz Company will use a camera speeds. ing non-reflecting lens surfaces, cent, something of a revolutionary
DeVry 16mm Arc Lamp projector In analyzing micro-motion pic- both having the same effect but factor in projection optics.

at the Heinz Pier showings of the tures, each frame is viewed as a differing in principle. While the Officials of the company stated

(Company's new feature. Yesterday. "still," and it is necessary to deter- inner glass-air surfaces are coated that the new processes would
Today and Tomorrow. The switch mine accurately the number of with a metallic fluoride, the outer eventually be applied to a number
from a .35mm projector will give frames in each analytical sequence. surface is subjected to a corrosive of instruments but that present pro-
the exhibitor the advantage of a Therefore, there must be some con- process in which oxides of high duction plans would be limited to

continuous 4.000 foot showing of venient method of moving the film refractive index are removed from a few in which complex lens sys-

16mm film, the equivalent of 10.- through the projector one frame al the surface leaving a thin structure tems promise a great increase in
000 feet of 35mm. The light a time. Although this is easily ac- of silica. light transmission by the reduction

source is capable of providing a complished on standard Filmo pro- In each case the coaling is held of reflection.

77jt* new diagoiuil B &H si^licc gives .U, re Hum 2.000 Del'ry Model G projeelors (silent) have been active in '/'he neiv DeHaven Iconovisor, shozi'-
more .'!lreii(jlh, is less notieeablc. adverti.'iing for one prominent national mannfaeturer. uHi the working unit ineehanism

126] Business Screen

^ 52?^ <^
• In
camera
addition

precision that
line,
to a truly great
engineered with the same skillful
16niin.

for more than 27 years has distinguished

projector and
D E V RY iJ^«^
the famed DeVry 3onini. theatre
complete lahoratory and studio departments availahle for
the henefit of commercial and educational film producers
installations, are the

» ?i:tr^

M O every industrial film user, the ingredients of BOB ELSO

success are the same: theatre quality production by I»p\RV COMMENTAT
Bob LUon" voire i>< kn
competent professional producers and perfect audi- millions who listen to th
broadrsNls of Radio Static
ence presentation by theatrical quality projection. and the Mutual Broadca-ili
De\ ry projectors have proven their ability to assure tern. E<|ually skilled as

ideal screen presentations —

now these DeVry Service
commentator, he often
in this role at DeVry's
Rerurdtni: Sludioa.
facilities are available to oflFer producers a helping
liaii<l with consumer film requirenienls.

LABORATORY SERVICE SOUND RECORDING

Complete facilities for devel- Sound-proof studio and equip-
oping and prinlinjs films. ment available for recordings.
f thoie for induMrinl film praduc. who have no facilities in Chicago)

DISTRIBUTION HELPS RELLABLE PRODUCTION

Effifienl setup for commer- We are in a position to rec-
cial and educational distribu- ommend the producer best
tion throiighout the nation. suited for your picture.

ECONOMY COUNSEL PROJECTOR SERVICE DeVRY PROJECTORS ARE THE FIRST

Our 27 years of proven film Instruction and service facili- CHOICE OF LEADING FILM USERS —
experience available without ties in key cities lliroughout
Ford Motor Company
obligation. the United States. Inlernatioiial
Harvester Company
TheDeVRY "INTERPRETER'Vepresen.s a Caterpillar Tractor

16nini soiinil projector value lliat sets new Fire<itone Tire &
Rubber Companv
-^ standards for elarily of pictures and fidelity of Standard Oil Company
r tone. Anion;; its many a()vanta;;es are: Syn- B. F. Goodrich Co.
AlliH-Chalmeri Co.
clironiatic Threading, Dual Sound Stabilizer, Bell Telephone Co.
Goodyear Tire &
and new "Film-Glide" that adds years of life to Rubber Co.
your film. Easy to carry, to operate, to buy. American Steel & NORMAN ALL
Wire FAMOLS CAMERAM.'
Armelrone Cork Co. Hero of the V.S.S. Pana;
Cunard Line reel* and other cam*
Dollar Line ventures for Universal IS
H. J. Heinz Co. is shown here with bi»
Minneapolis Moline DeVry 35mm. Sound Re
Pure Oil Company
General Elerirjo
Pan-American Airway»>
,\t» r sv»<»»* Crowell Publi^hingCo.
Ruiclc Motor Co.
VestinghouBe
Electric Co.
Brown & Williamson
Tobacco Co.

CORPORATION REV. T. R. JACK

Factory & Main Offict

l^liVDI nil ARMITAGE AVENUE

CHICAGO, ILLINOIS
HOLLYWOOD

DeVRY MANUFACTURES THE LARGEST AND

FINEST LINE OF MOTION PICTURE SOUND
EQUIPMENT IN THE WORLD
a 16m . Sound ProjecIorB
n 16mi Silent Projectors
D 16m . Sound Cameras
Q 16m . Silent Cameras
D 16m nd Recorders
 The
THE NEW FILMS Kivers. \^
leased soon.
is. film will be re-

{Continued from Page 181

of educating retailers on the best A new riding film. // tf'islie.s
way.'^ of taking care of and selling
It ere Horses, made by Dr. James
apple,>i much easier than it lias liecn
Bliss, (jnema Laboratory of West-
in the past.
ern Reserve University. Cleveland.
Ohio, is now available at $.5. 00
W County (New York
estchesler I
rental fee plus postage. It presents
(Children's association produced a the four types of horses used in
ANIMATOPHONE color motion picture. J'ledge of Our this country today. For informa-
Day. for its 25th anniversary. The tion write Phyllis Van VIeet. 12
picture received its first showing, East Oilman St.. Madison. \^ is.
at tlie Yonkers branch Jan. 14.

Jii-I completed is the Allied

* A strong l>lug for the sales-train- Mills. Inc.. film. I itamins on
ing film was used in an article on Parade, for use before hatcher) men
the well-conducted sales meeting in and poultry men groups of all
Laundry Age in January. The ar- kinds. The which was over
picture,
ticle follows a half-sup])Ositious a year in the making, was super-
meeting, following an actual one re- vised by Professors E. B. Hart and
cently held. The mentioned is
film J. A. Halpin of the biochemistry
Hoiv to make a Sale Slay Sold, one and poultry departments of the Uni-
of the Firing Line Films, series pro- lersity of Wisconsin. The film will
vided by Audivision. Inc., New York lie available this fall and winter.
City.

Previewed at a recent sales con- This Business of Farming, a new

ference was the new color movie picture on better farm management
of the Aluminum Goods Manufac- is receiving wide showing in .Ala-
turing Co.. of Manitowoc and Two bama.

Sales Managers hail VICTOR'S

amazing multiple-use ^ecUu^ed.
In the home, at the conference table, at sales
meetings, at conventions, this one remarkable
sound projector provides the perfect medium
for putting across your sales story to "3 or
3000". Designed for sales and industrial work,
HOME the Series 40 Victor Animatophone offers a
flexibility and economy never before attained
— projects either silent or sound film.

Among its advanced features are: unmatched quality

of sound, easy portability, perfect freedom from fliclter
even at "silent" speeds. Victor's famous film protection
and a host of others. Series 40 complete, ready to oper-
ate, priced as low as $275.00.
OFFICE
MATCHED ATTACHMENTS
MICROPHONE
A Public Address
System simply by
plugging in a

AUDITORIUM
A
TURNTABLE
Record Turntable to en-
hance your sound or silent
pictures with entertaining
music before or during
your show. Simply plugs
I microphone
a
lectures,
for
nnouncements,
outside
entertainments. Other VIC-
TOR Matched Equipment
includes plug-Ins of mul-
tiple speakers, amplifiers,
in. radio and recording units.

n RITE TODAY fur thf n*^r VICTOR Catalan

and fatf'St ti-nted bttninenn applicationit.
OUTDOORS

VICTOR ANIMATOGRAPH
CORPORATION
DAVENPORT, IOWA, U.S.A.
Dislrihiilors Throughout the World!

L2!;j
 Associated Credit Bureaus of America. St.

Louis, recently joined the National Retail Credit

Association the presentation of a new 28-
WINNING HIS WAY
in
minute sound slidefilm Credit — The Life of
Business, a general educational subject for
showing to business groups under the auspices
of the joint sponsors. INTO THE HEARTS
SOME TOP-RANKING INDUSTRIALS'
Fred R. Cross, .\lemite retail sales manager
for the Stewart-X^ arner Corporation, recently
OF RURAL
authored his third commercial sound film for
that
//
company in the past two years. The latest.
Takes More Than a Recipe to Bake a Cake.
AMERICA!
is a three-reel sales story in which an Alemite

dealer learns the way to big business through

his wife's baking.
Hollywood-produced
A top-flight cast features the
story. Showings are to
ai'^-
Alemite dealers nationally, putting across a
new merchandising plan which the film presents.
Phet ps-Dodjie Copper Film
.\ new 40-minute saga of the mining, smelt-
"THE GREEN HAND"
purification and fabrication processes in
ing,
the production of copper is dramatically pre-
The Outstanding Agricultural Film Document of 1940
sented in Copper. From Mine to Market. H. A. As Adjudged by National Educational and Farm Leaders
Staples, vice-president of the Phelps-Dodge
Corporation was the executive in charge. "k Since its world premiere at Athens, Georgia, in STATE AND NATIONAL
LEADERS PRAISE FILM
To Explain Counlerjpit Detection January Green Hand", a ninety
this year, "The
*/ fhink you did an excellent
Produced at the urtlcr of Frank J. \^il<on. minute sound motion picture, produced by C. L. /ob in producing "The Green
chief of the United Slates Secret Service, the Venard, continues to receive the praise of the —
Hand." E. D. Rivers, Gover-
sound motion picture Know Your Money pre-
sents a 19-minute explanation of counterfeit
press — local —
and national as well as the enthu-
nor Stafe of Georgia.

siastic endorsements of educational and civic *To the producer of the besf
detection. Writtenand directed by A. Hazelton agriculture picture dealing
Rice, a Boston the film will be shown
agent, leaders. An authentic portrayal of Southern rural with the problems of the
nationally through schools. Another version life, played by real Southern people, it wins its South that I have ever seen.
based on the same title has been produced by way into the hearts of the audiences in true south-
— Dean Paul W. Chapman,
University of Georgia CoU
Metro-Goldwyn-Mayer for theatrical release and lege of Agriculture.
ern fashion. The genuine human appeal of this
a third has been produced by Columbia Pic-
tures Corp. The title is the slogan of the whole
simple, unaffected story, gains the Interest and *May be one of the great in-

Secret Service campaign. sympathy of all — and thereby builds untold spirations the lives of
in
Georgia's people, so for as
good-will for the financial sponsor. agricultural problems are
FistsFilm Traces Industry's Groirlh concerned. —Atlanta Consti-
The Fisk tire division of the United States For more than twenty years Venard films ("The tution.

Rubber Company (Springfield. Mass. I is the Green Hand" is only one of many) have received
*There is a tremendous de-
sponsor of the four-reel subject Pattern for In-
a greater acceptance among rural audiences than mand for the showing of this
dustry which traces the growth of American in- film in every section of the
those of any other producer. Venard films and state.— M. D. Mobley. State
dustry from the early days in the Connecticut
Venard distribution can reach this vast rural mar- Director, Vocational Edu-
River Valley. Distributed nationally through
the Company's liranches. ket for YOU in the most effective manner and — cation, Georgia.

at a cost so low you will be amazed.

PROJECTION SERVICE PRESS & CRITICS LAUD "THE GREEN HAND"

^"^^ A COMPLETE ^^^"^^ *Will have marked effect *Will be of greof interest

tWM
upon both the visual educa- to the people of the South
MOTION PICTURE DISTRIBUTION SERVICE and will do a lot of good in
tion and commercial film
In all phases for Theatrical and non-theatrical pic- fields . . . points the way to carrying out the aims of ir
tures. The non-theatrical service includes supplying commercial producers. vocational agriculture.
proiectors, screens, operators, etc., and transportation. — Film Daily, January 25, — J. A. Linke, Chief, Agri.
1940. Ed. Service.
King Cole's Sound Service, Inc.
203 East 26th St., N.Y. C. Lexington 2-9850 COMPLETE MOTION PICTURE & SLIDEFILM
I^jcal oiKiatinu points in uijptr N. Y. — iV. J. and Conn. PRODUCTION FACILITIES

• A FILM IS NO BETTER THAN THE DIS-

WE SUPPLY YOU WITH
TRIBUTION
BETTER
IT
AUDIENCE,
GETS.
BEST EQUIPMENT, THE VENARD ORGANIZATION
TRAINED OPERATORS AND TRANSPORTA- Under the Persona/ Supervision of C. L. Venard
TION. Scenes at premiere showing of "THE
Us For Quotations. GREEN HAND.' attended bv
ll'ritc
PEORIA, ILLINOIS over

WATSOIV PRODUCTION DISTRIBUTION

7,000 persons.

FOR RURAL AMERICA

TALKING PICTURE SERVICE SPECIALISTS IN FILM &
249 Erie Boulevard West Syracuse, N. Y.

.Number Four 1940 [29]

 llllllll!UIIIII!lllllll!!llllllllllllllll!llllllllllllllllllinilllllini!!linilllllll!lllll!lllllllll!l!llllll
THE ULTIMATE SOLVING YOUR PROBLEMS WITH SLIDEFILMS
IN AUTOMATIC
This the third of a scries of checklists on the applications of the slide-
is
film in business. Many more letters and comments are gratefully
SLIDEFILM PROJECTION received and acknowlcdt/cd. )'onr sugficslions are invited
this list as complete as possible for your ozcn use as well as others. The
complete checklist zvill soon be published in reprint form.
your copy yiow?—-THE EDITORS.
By R. M. McFarland
33. SHOWING
OWNERS OF YOUR PRODUCTS
NEW AND BETTER WAYS TO
USE THEM— No advertising as
responsive as the praise and loyalty
of a satisfied user. Eacli year from
laboratories, field research and the
consumer every
covers new uses as well as better
ways to operate or use his products.
Why not pass the information on
to present users through your sales-
men or your dealers? A Sound-
slide Film will
small cost. Think
product loyalty, and word of mouth
advertising that will result. Also
such a film will serve to build up
customer loyalty for the
hence stronger dealerships,
THE NEW 1940 34.SELLING YOUR COMPANY
TO YOUR BANK, INVESTMENT
HOUSES AND INVESTORS —
Streamlined I )uring the past few months this
entirely new and very interesting use
has been developed for Sound-slide
DeHaven Films.
Bankers have discovered that the
chances for dividend and interest
ICONOVISOR payments on Stocks and Bonds of
Industrial Organizations are more
and more dependent upon the sales
* A continuous intermittent projector specially designed and merchandising policies of each
individual company. Their Trust and
and sturdily constructed for hard, daily use. Projects up Investment Departments have found
that Sound-slide Films of various
mm companies give them this informa-
to 350 single frame titles or pictures on standard 35
tion quickly and in the same way
your salesmen, jobbers, dealers, and
safety film, automatically and continuously at predetermined
consumers see them. They also find
6 or 16 seconds. Approximately 40 pictures out the salient points about your
intervals of 1, 3,
products, their demand and use.
Automatic rewind
may be looped for repeated operation.
35.PROMOTING PUBLIC AND
and remote control switch available, especially useful for INDUSTRIAL SAFETY — During
the past year the use of Sound-slide
lecturers and sound slidefilm presentation. Standard units Films fur this purpose has steadily
grown. The work of the National
ready for operation on 110 volts, 60 cycles. Supplied in rich Safety Council, American Legion,
Insurance Companies and individual
black finish, with 3-inch lens and 200-watt lamp. companies who have been pioneer-
ing this forward step is to be com-
mended. They are gradually build-
ing a library of safety subjects that
Exclusive Features! Universal Use! can be profitably used by every in-
dustry and organization. Greater
• streamlined Appearance • Exhibits and Conventions emphasis upon the safety of the
• Fully Automatic • Itinerant Displays public and the employee will be
evidenced during the coming years.
• Forced Ventilation • Sales Promotion Incorporate safety films into your
Sound-slide Program. Check with
• Compact and Portable • Store Windows your Safety Director for use in your
own plant, have your men use them
• Continuous Operation • Illustrated Lectures
in the field along with your own
films. If you do not care to produce
your own Safety Films copies of
Send today for fully descriptive literature and prices; excellent programs already avail-
able can be obtained at a very nom-
inal cost from organizations who
have already produced them.
36. RETRAINING A STAFF OF
SEASONED SALESMEN— Teach-
DEHnvEH ing an
difficult
salesman
old dog new tricks is a
task at best. The seasoned
has
AUTOMATIC technique, good or bad, and a semi-
closed mind. He has forgotten more
about selling than the home office
SLIDEFILM pencil pushers will ever know
liis own estimation. However, prod-
in
EQUIPMENT ucts, their uses, advertising, sales
promotion, marketing, wholesaling,
retailing, sales tools, etc. are con-
[30]
iiiiiiiiiiiiiiiiiiiiniiiniiiiiiiiniiiiniiiiiiininiiniiiiiniHiiiiiiniini
Blllllilll
let^s make —
ive reserz'e May
tinually changing. Sales Clinics—
cleverly disguised as advisory coun-
PRESENT cil meetings called to assist the com-
pany in developing their sales poli-
cies,product changes, methods, etc.,
is are being used with great success
to put across these retraining pro-
grams. Sound-slide Films arc used
more and more as the basic train-
manufacturer dis- ing mediums in such programs.
37. VOCATIONAL GUIDANCE—
Man Power — its proper and most
uses is a problem facing
eflFective
every organization today. There is
do this at a very today a crying need for belter and
of the prestige, more effective methods of assisting
first, the individual, and second, the
organization in determining the
proper nitch and use of their man
dealer power. Many organizations spend
large amounts of money in this
field. Perhaps Sound-slide Films
might prove to be a sound invest-
ment for your organization's voca-
tional guidance program. I^repare
films showing the actual facts and
possibilities in the field of endeavor
in which your organization is inter-
ested. Use them among your own
employees, prospective employees,
schools, colleges, parent-teachers' or-
ganizations,
etc.
service organizations,
There is a wide and yet un-
touched opportunity for Sound-slide
Films in this field.
38. TRADE UNIONS— The trade
union, instead of being a guild of
highly skilled craftsmen whose main
interest is to protect their craft and
maintain a wage commensurate \vith
their skill has unfortunately devel-
oped into something entirely differ-
ent. During the past decade com-
paratively few skilled workmen have
been developed among the younger
generation. The result of this un-
fortunate circumstance will be keenly
felt within the very near future.
Trade Union Officials, users of
skilled labor and others should give
this problem their most sincere at-
tention. The Sound-slide Film can
be made the most effective medium
to and develop a course of
start
basic training for each branch of
the various trade unions. Which
Trade Union will be the pioneer in
taking this progressive and forward
step?
39. REAL ESTATE-^Today Amer-
ica is vitally interested in home
ownership. To the average man the
purchase of a home is a real gamble.
He usually overlooks the important
factors that should be considered in
the purchase of or the building of a
home. In the purchase of a home
such factors as the architect, builder,
general neighborhood. Immediate
neighborhood, financing, design, fire
protection, taxes, weather protection,
materials used, how constructed and
a thousand other items should be
developed his own
considered by the builder or pur-
chaser. The place of the real estate
nian as a counselor and advisor
should grow during the next decade.
Sound-slide Films covering practi-
cally every subject should be de-
— veloped and used by the Real Estate
and Building Material Manufactur-
ers. Their dividends will come from
a thankful public.
— Real Estate men can also use the
Business Screen
 a broad opportunity to create good-
will for your company and products.
How to buy meats, groceries, fruits,
vegetables, fabrics, furniture, linens,
toys, lamps, electrical equipment,
clothing, etc. Women's Clubs, Par-
ent-Teachers, Schools, Colleges and
practically every type of women's
organizations as well as men's
groups welcome this type of Sound-
slide Film.
Sound-slide Film in promoting the
new and old homes, subdivi- 45. CREATING STYLE TRENDS
sale of
— Sound-slide Films augmenting
publicity and advertising in maga-
40. "^CREATING PUBLIC OPIN-
ION — Sound-slide Films are being
zines, newspapers, on the radio,
booklets, etc., are playing an impor-
used more and more for the creation
tant part in creating style trends.
of favorable public opinion. Various
Fashions in clothing, cosmetics, fab-
Associations and Organizations al-
rics, eating, interior decorating, etc.,
ready have numerous successful films
in the field. Ifyour industry, favor- are being shown in both black and
organization or other interests white and color. Distribution of films
ite
need a medium to assist you in is comparatively easy for this type
creating favorable public opinion of program. Department stores rep-
try Sound-slide Films.
resent the primary outlet. Most
stores have regular afternoon pro-
41. PRODUCTS TOO LARGE grams in their theaters and will in-
TO SHOW OR DEMONSTRATE clude good films of this type as part
— Here, again is a use for Sound- r.f their regular programs.
slide Films that is just coming into PROPER CARE OF YOUR
46.
its own
right. Visual or selling with
PRODUCT BY THE BUYER—
pictures has been used in this field
for years. Now with Sound added to
The bulk of the complaints, dissat-
isfaction, and returned goods are
the pictures and the entire presenta-
reported by retailers as resulting
tion presented in an orderly form
from improper care or use of prod-
and in the one best way users have
ucts. Improper laundering, failure to
found that the result is increased
properly lubricate, keep clean, store
sales. If you have such a product
don't overlook Sound-slide Films in
under right conditions, rough han-
dling of fragile instruments, etc., are
your merchandising program.
the main causes of these complaints.
42. IN SOCIAL SERVICE WORK Sound-slide Films can be used in
— In this type of w':>rk the Imman two ways to help you with this prob-
factor is the most important one. To
carry on social service work the
lem. First —
teach the sales clerk to
tell the customer how to take care of
need must be continually sold to the
public in order to obtain assistance
both inand money. Sound-
time
the product, at the time the sale is
made. (For instance, a fiim is avail-
able for training the clerks upon
SLIDE FILM
slide Films showing the work, its
need and the organization behind it
are today helping many such or-
ganizations to survive and carry on
their good work.
the proper laundering of woolens.
In department stores where this
film is used regularly returned wool-
ens, due to shrinkage and improper
PROJECTOR
handling have decreased consider-
Another use in
this field is in the
basic training of the social worker.
ably). Second —
films that are shown
ITS LIGHTER and MORE COMPACT
directly to the user either at the time
A series of films on basic training of purchase or in group showings.
could be used for years both by the
organization sponsoring the films 47. AGRICULTURAL TRAINING SVE Projectors for silent projection of slidefilms or
and similar organizations through- — There is a growing demand for
for use in sound slidefilm units make a big hit with
out the country. A
third use for films
Sound-slide Films among county
agents, schools, 4H
rural Clubs,
in this field is to equip the social
Future Farmers of America, Granges,
salesmen. These projectors are light and easy to
worker with suitable programs to
assist them in selling or gaining the etc., for educational and training carry, take up very little room in the salesman's car
confidence of the recipient of the films on argicultural subjects. These
social work on its value and what it films include sucii subjects as man- They can be put into opera-
or the prospect's office.
can do for them. Films on proper agement, soil conservation, crop ro-
care of the baby, proper budgets. tation, cattle and poultry raising and tion witha minimum delay. The salesman merely
health, proper food, etc., will gain care, care and proper use of farm
respect and cooperation for the so- equipment, home management, buy- opens the case, lifts out the unit and plugs into a
cial worker. mansHp, preparation,
food child
care, health, hundred or more
and a light circuit.
43. IN THE CHURCH—There is a other subjects for both men and
real need for Sound-slide Films in
the religious field. There are five
women. If your product is used to
any extent in the agricultural field
And It Gives
classes of Sound-slide Films that can
do not fail to include Sound-slide
be used in this field:
1. Primary —
teaching the children.
Films in your budget. BRIGHTER PICTURES
2. Intermediate for use— on the 48. PUBLIC HEALTH—
In this
teen-age group. field Sound-slide Films are doing a The more efficient optical system of SVE Slidefilm
3. Adult —
for adult classes. yeoman's service. However, the li-
Projectors presents every slidefilm at brightest
4. Midweek Activities — this in- brary of films available at this time
is comparatively small. The oppor-
its
cludes films on athletics, domes-
tic science, current events, pub- tunity for manufacturers in this field and best.
lic safety, manufacturers non- is unlimited. Films are really and
advertising films, public truly needed and will be used ex- The SVE line includes styles for every need from
opinion, travel, and
miscella- tensively throughout the L^nited
neous entertainment, education- States by Public Health Depart- 50 watt units for contact salesmen to 300 watt pro-
al and training films. ments, Social Agencies, and Medical
jectors for the largest audience. Fully described in
5. —
Training Sunday school teach- and Nurses* Training Schools. They
will use these films in public schools,
ers and other activity leaders, interesting booklet "How To Show It."
etc. This field will provide a parent-teacher groups. Service Clubs,
real opportunity for manufac- Neighborhood meetings, etc. A real Write for your copy and the name of
turers, organizations and others opportunity for free distribution
— a real opportunity for distri- films which contain a minimum of your nearest producer-dealer now!
buting worthwhile non-advertis- advertising.
ing films. (To be continued)
PROMOTING BETTER BUY-
44. Note: If you have solved a prob-
MANSHIP FOR CONSUMERS— lem with Sound-slide Films in your
sociEiy fOR VISUAL €DUCflTion. inc.
Some very worthwhile films have organization, please send us com-
been produced in this field. It in- plete details so that we may include lOO CAST OHIO STfiCCT CHICAGO '
ILLinOIS
cludes a wide range of subjects and it in succeeding articles.

Number Four 1940 [31]

 : —

BUSINESS SCREEN'S LIBRARY FILM REVIEWS

TO I' NOTCH RESULTS
in Commercial Showings AtOuictUtCf, Ai^jdUnce^ to- ^a«^
Call for Entertainment Shorts
in 16 MM. Sound-On-Film
U<lack and U'liile or Cnlor)

CARTOONS As iiN KADio broadcasts before studio audi-

"
A Creative Film Composition
MUSICALS ences, business sponsors find good ""boxofiice it Rhythm in Lights and Synchromy No. 2. 16
to furnish an additional program of entertain- mm. by Commonwealth. Suitable for music stu-
Easy Aces COMEDIES
ment to lengthen the show. In this department. dent groups, art students, electrical engineers,
Timely TRAVELS Riixiiifss Screen will review such material. and women's clubs.
Bill Corum SPORTS Review Notes —Rhythm in Light is a com-
Offers '^Camera Hig/i/ig/ifs" Soiinilfihn bination of sound and movement, with the strains
Send for new Entertainment Catalog
'Salter 0. Gutlohn, Inc. announce the release
— just off the press. of Edward Grieg's music producing light pat-
of Camera Highlights of 1939, one reel of terns that swing and spiral combin-
revolve, —
16mm. Sound Film, which reviews the great
ing the evisual and aural —
a mathematical sys-
events of the past year, including the visit to tem used to illustrate two means of expression.
this country of the British royalty Coronation — Synchromy No. 2 develops Wagner's "Evening
of Pope Pius XII— the Bombing of Helsinki
Star." as sung by Reginald Werrenrath.
and Graf Spec incident.
WALTEU 0. (JIITLUHN, liu.
tlie
Some Additional Program ISotes
35 West 45th Street New York A 2 reel 16mm. Silent Film entitled Rice
History, drama, adventure, travel and sport
Culture in Japan is now available from the same
films besides comedies and cartoons are being
source.
released by Nu Art in 16 mm. Jeanelte Mac-
W ide Variation of Subject Matter Donald. 'S alter Huston. Myrna Loy. Joe Brown
Everything from Industrious Finland Pic- I and other well-known entertainers are featured.

niversaL Ik torial Films. New York* to Championship

Rash'thall (Cinema. Inc.. Boston) and Fresh
Free to film users
feature 16 mm
is a new
sound film for sale or
list of general
rental b\

_ SOUND PROJLCTOR f8_ U ater Fishing (Castle Films

in 16mm sound on film reels at an
average rate
I is now obtainable Films. Inc.. New York
Gems,
City.
a motion picture adaptation
HAS EVERYTHING! of seventeen to twenty dollars on outright
pur-
Poetic
of the poems Edgar A. Guest are offered in
of
LOW FOR SOUND OR SILENT FILMS FOR
of 13 single reel subject on 16 mm sound
• PRICE • •

PUBLIC ADDRESS OR PHONE • FULL POWER AMPLIFICA- chase basis. a series

TION 12" HEAVY DUTY SPEAKERS- REELS TO 16" • RE-
•

VERSE ACTION • STILL PICTURE CLUTCH • CENTRAL OILING The industrial film sponsor adapting such film by Post Pictures. A wide variety of short
• PERMANENT CARRYING CASES • LICENSED— WARRANTY
material to his own program will do well to subjects and 16 mm features are in their new
Low in cost. Universal 6MM I

Sound Projectors ofier you oil of keep his own principal objectives in mind and catalogue.
the important new feotures. Four
to select subjects that match the interests
of Bell and Howell Filniosound Library lists
models. For oil purposes. Simple
to operote. Economicol to moin- general
rain. Licensed. Guaranteed. his contemplated audiences and the hundreds of other suitable subjects of enter-

UNIVERSAL nature of his own program. A consideration of tainment and educational nature.
the time element is also important. A well
SOUND PROJECTOR DIV. Gutlohn Issues 1940 Catalog
1 9th & Oxford Sts., Philo., Po. balanced program keeps audience interest at
—
i

New York Office 600 Broodwoy 1 After months of preparation. Xll alter 0. Gut-
I
a constant level.
lohn. Inc.. distributors of 16mm. sound and
Most of the film libraries offer free catalogs.
Others to silent film, announce the publication of the 9th
Several are listed in these columns.
edition of their catalog of entertainment films.
address are Cinema. Inc.. 234 Clarendon St..
SLIDEFILM PRODUCERS Boston: Nu Art Film Co.. 145 W. 45th St.. This 112-page catalogue, profusely illustrated,

New York; Pictorial Films. 1550 Broadway. sent without cost by writing to \^ alter 0. Gut-

New York: Castle Films. Inc.. ."in Rockefeller lohn. Inc.. 35 \^est 45th Street. New York City.

Plaza. New York: Post Pictures Corp.. 723

OUALITY PRODUCTIONS Seventh Ave.. New York; and Non-Theatrical

Pictures Corps.. 165(.) Broadway. New York: or After Production:
BLACK & WHITE & IN COLOR address all inquiries to Business Screen. 20 No.
W acker Drive. Chicago. SELECTED

(fWC)0W14J
DISTRIBUTION
through the facilities of
S A R R A, Inc. SOI :\D<>iLIDE PRO.IKrTOIIS
WHItehall 7696 . 16 East Ontario Street . Chicago
FOR SALE AT COST BURTON HOLMES
•
FILMS
illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilUlllllllllllllllllllllllllllllllll (.•{) oO WATT FIELD SALES UMTS Modern Studio & Laboratory

I For "DRAMATIZED SELLING" |

—never iiseil outside sales office Facilities — Complete Creative
all are in perfect condition. and Distribution Service . . .

I in sound slidefilms or in live |

At 82.5.00 each, complete, with lamp. WHITE FOR THE FACTS
talent plays, written and pro-
:

I |
duced to fit your needs Screen, AC-DC motor, etc.
Burton Holmes Films, Inc.
I . . .
|
I wire, phone or write. | For furlher details apply
7510 No. Ashland Ave. Chicago
Telephone Rogers Park 5056

I PAUL HARRIS PRODUCTIONS | BOX 9, BUSINESS SCREEN MAGAZINE

% 440 So. Dearborn Street Harrison 3983
^ 20 North Wacker Drive, Chicago.
= Chicago, Illinois %
Illinois
Sh:h: PAGE 34 FOR U FT AILS

Business Screen
[321
 Carlooiis and sport reds are
recommended for the general in- Let Us Recommend
dustrial program.
film Contro-
versial subjects should certainly
Entertaining Films
• Business Screen offers a cfieclt-
TAKES IT
be avoided. Here is a typical ideal
type of film:
listof the most suitable
for a
gether
business program sponsor to-
with sale and rental rates
subjects
MORE THAN
Costless "Swininiini! and
—without obligation — write:
Diving Aces"
SCREEN
SERVICE BUREAU
20 No. Wacker Drive, Chicago, III.
A CAMERA
A movie that is ideally suited
for adding interest and
dealer, district and consumer
variety to
sales Etiuards Heads I\'on-Theatrical
AND SOME FILM
meetings has just been released by Pictures C.orporalion
To make a really good in-
Castle Films. It is Suimming and Herbert Edwards,
head of
T. dustrial film, one vital essen-
Diiing Aces, available in both Commonwealth Pictures and 16mm tial is excellent photography,
sound and silent 10mm versions. film pioneer, heads the new Non- but that isn't all.
Sales meetings, especially those Theatrical Pictures Corporation. There are 105 separate items
where a manufacturer has a busi- 16.50 Broadway. New York City. of facilities and expert per-
ness-film carrving his own message, sonal services on the break-
are often stimulated in tone and Filmosound 1940 Catalog Out down chart on which our
spirit when variety is added to the Literally a "blue book" of film pictures are budgeted.
session's "bill" by one or more information, the 1940 edition of the You will need an organiza-
films of news, sports or adventure Filmosound Library Catalog is now- tion which has the wide ex-
subjects. His audience gets a serv- available, opportunely coming just perience of how to do a lot
ing of more than the feature pic- at the height of the film-booking of different things, and how
which the chief reason for season. Bell & Howell announces to weave a convincing story
ture, is

the meeting. .4s in a movie-theatre, that the new, 92 page film book is
— your picture turns out to
if

be the kind that audiences

he remembers the "feature" better 28 pages larger than last year's
talk about and not just
if it has been surrounded with catalog, that it lists 401) more films,
another "commercial."
novelty, news, sports and cartoons. and that it is more helpful than
Sivimming and Diting Aces has ever as a guide to the selection and
such universal appeal that it is un-
usually adapted to use in enlivening
evaluation of film programs.
Geared to meet the most diver-
BOWLING and BROWNELL
business meetings. The movie offers sified demands of educator, indus- 6625 Romaine Street Hollywood, California
the greatest array of mermaid- trialist, home, church, and com-
champs and diver-aces ever as- munity, the Filmosound Library
sembled in one reel. Much of the offers carefully selected films on a
film is in slow-motion which allows vast variety of subjects, and the
close attention to the fine details new edition of the catalog covers
that count toward making cham- them all. There are. for example,
pions. In addition, the picture is nearly 1.50 films on general and
a fine example of superb cine- biological science; 281 full length An Industrial Film
matography, containing many an- feature pictures; more than 300
gles and effects that amateur reels on travel and adventure; etc. Theatres ASK FOR . . .
camera fans will want to duplicate Rental prices are given, and the
when they get out to pools and audience-suitability of each pic-
The Baltimore & Ohio's two-reel
beaches this season. ture is clearly indicated, as well.
sound picture "Washington, the
Shrine of American Patriotism,"
was planned purely for non-thea-
trical showing. But more than a
hundred leading theatres have al-
ready booked it. The sheer inter-
est-value built into the picture has
led critical theatre managers to
ask for it.
The original direction that mode
a hit picture out of a visit to Wash-
ington also went into the top-
—
, . .

ranking World's Fair films Chrys-

ler's three-dimensional "In Tune
with Tomorrow," and Coty's "Sym-
phonies in Fragrance" also pro- —
duced by Loucks & Norling.
Watch for more examples in this
year's Fair pictures —
in full color.
And for a fresh, original approach
to your own picture-subject, call in

LOUCKS & NORirNG STUDIOS

245 West 55th Street New York

Program iiitcrniption is eliminated in dual operation of Amprosound Models YSA

with tri-pttrpose amplifier, automatic changeover relay. Units also used separately.

Number Four 1940 [33]

CMEC$€N
h a n I n b u I Id I n c -
s
at new york's front door . .

The 56-story CHANIN BUILDING — 122 East 42nd Street,

corner of Lexington Avenue and opposite Grand Central

Terminal —stands literally at New York's Front Door.

Entrances lead directly into the liuildin^ from the Terminal

and the train platforms of three suhway lines. The midtown

motoreoach station of the Baltimore & Ohio Railroad is

located in the hiiilding.

•

The CHANDV BUILDING enjoys unobstructed light and

air from four sides. Its public corridors are spacious. Its

high-speed elevators are more than adequate to the needs of

the building.

Many of America's business leaders have found in the

CHANIN BUILDING offices of convenience, efficiency and

economy, as well as the prestige of a nationally-known ad-

dress. Tenants and non-tenants alike use the unique Audi-

loriuni. located on the 50th floor and equipped for radio,

screen and stage presentations, in conjunction with their

sales conferences, conventions and professional gatherings.

(Kliccs ill the CHANIN BUILDING are designed by the

<!haiiin Organization's own Architectural Department to the

exact needs of each organization.

Inquiries concerning available units of all sizes are cordially

inviletl. Full information, including floor plans and rent

schedules will be furnished promptly and without obligation.

Glta4'Un
MANAGEMENT. INC.
122 East 42nd Street, New York City
 >
i
"
V . w^^
r. 't
4.i=>:'v.;
'

'
|:v
V'
;

;
^^^ ^ryf^rW'-'^':
! :=y^- :-^ ;•'
':if
ir
M'
# # .^^"''1

fiw York, New Haven & Hartford

inja(r^, -2SS
g^ailroad

Just a few years ago the economic referee was on the verge of count-

ing ten over one of our greatest industries. Today the railroads are

once more on the march. 1

Well to the front of the parade is the famous New Haven Railroad.
|

Its motion picture, "New England Yesterday and Today," is a fine j

i^n. example of modern sales technique skillfully applied.

There is nothing wrong with American Business!

that Better SaUima^ulUfi woo't curej

e JAM HAN DY Ot^anijathn

Slidefilms • Talking Pictures • Sales Meetings • Convention Playlets

r New York ^Hollywood ^Chicago i<k^ Detroit ^Dayton •Boston • WilmingtoM

MAGAZINE COMMERCIAL AND EDUCATIONAL FILM

%l'^*«1!

_v^'

IN THIS ISSUE: STUDIO AUDIENCES SEE FILMS

A USEFUL GUIDE TO MOTION PICTURES & SLIDEFILM
 ^^Mo^

I n answer to numerous requests from advertising agencies and manufacturers.

Paramount Pictures Inc. announces the opening of their Industrial Film Division.

A newly created staff of merchandising veterans who understand your

selling problems, plus the limitless experience of the men who for 25 years
have been creating the world's greatest entertainment, brings to the business
screen a sales opportunity never before possible.

Is a cartoon your best medium.' Or should it be a Technicolor short

with a live cast.' Where to get an entertaining, punchy script.' Shall the picture

be made in Hollywood, New York, or on location.' Whatever your problem —

Paramount, and the whole world-wide Paramount organization, stands ready to
answer it . . , and Paramount knows what Mr. and Mrs. America want to see in

motion pictures.

Call for a representative and discover what Paramount can do for you.

He'll arrange a private screening for you of some recent Paramount Produc-
tions. There is no obligation.

$(A£e^

PARAMOUNT a/^t^ (<^tiy /

PARAMOUNT PICTURES INC. • 1501 BROADWAY, new YORK CITY • INDUSTRIAL FILM DIVISION
 FILMOSOUND "COMMFRCIAL" {left). Those who show your business film will

appreciate this compact, single-case Filmosound for office, salesroom, hotel

room, or medium-sized auditorium. It is easy to carry, and easy to set up, too.
No fuss, delay, or embarrassing complexities. Has 750-watt lamp, powerful
amplifier, l600-foot film capacity, speaker-hiss eliminator, "floating film" pro-
and provision for using microphone or phonograph turntable. Quantity
tection,
production and simplified controls make possible its new "bargain" price.
Complete, only $276

Here's Why You Need Filmosound Quality

WHEN you select projectors to
the task they must perform.
show your business film, consider
They must project brilliant, flicker-
less pictures and reproduce sound faithfully and without distortion
from tiny 16 millimeter film
which races through the projector at a
rate of 24 pictures every second! Your projectors must protect the
FfLMOSOUND "ACADEMY' is the same as FILMOSOUND "MASTER." A powerful l6 delicate film from scratching and wear, must be easy to use, must
the ''Commercial" except that (1) it is in mm. sound film projector for serving larger make a showmanlike presentation every time.
iwo cases, one enclosing the projector for audiences. Offers the wide range of services
quiet operation, and (2) it projects both of the "Utility." plus even greater audience- These— and many more— are "musts" best met by Filmosounds,
sound and silent film. Complete, only S298 handling capacity. Price S4I0
made by the makers of preferred Hollywood cinemachinery, and the
FILMOSOUND "UTILITY" offers all the features of the "Academy"
plus greater
picture illumination, greater maximum sound volume, clutch permitting still picture choice of such leading business film users as Chrysler, Ford, General
projection, and reverse lever for repeating sequences. Complete, now only . . S369 Motors, and hundreds of others.
There are many 16 mm. Filmosounds. Each serves certain needs best.
Most have been recently reduced in price. All are of one quality— the
finest! Mail coupon for details. Bell & Howell Company, Chicago,

New York, Hollywood, London. Established 1907.

fILMOAKC provides MAIL COUPON FOR DETAILS

the ultimate in screen
hriiiiance and sound
Nolume in largest audi. BELL & HOWELL COMPANY "^"^ ^-'c ^ '"

Kiriums. Yet it is sim- 1808 Larchmont Ave., Chicago, III. .

ple to operate because

FILMOSOUND "AUDITORIUM." Combines r^ad> puru of automatic carbon
Send details on 16 mm. Filmosounds for business use.
bilitywith capacity to serve very large audiences. 120(1- feed, centralized con- Interested in models: ( ) Commercial; ( ) Academy;
watt lamp. Either one or two projectors are controlled trols, and mistake-
Master; ) Auditorium; Filmoarc.
—
from panel on amplifier instantaneous changeover to proof coDDections.
( ) Utility; ( ) ( ( )
avoid program interruptions. From $8"^ Priced from SI 500
. .
Name.

-MADE BY Company.

BELL& HOWELL Address.

City
.

.State.
 Only Ampro
gives you
PERMANENTLY ATTACHED REEL ARMS FOR SOUND LOOP SYNCHRONIZER PermlU perfect
QUICK SETUP R«?el Arms permanently at- -ynchronlzaliun of picture und sound fay
laclied
; merely swivel into posilion for
inslaot u^e. Accompanying belts, always
atluched, hwing directly into position.
all These lh« exact forming of sound. CuesHwork
is eliminated. Resetting of sound loop
accomplished without Htoppint; projector
when loop is lost through fuulty film
und without dumaue to the flini.

Features
so -You
 )

BUSINESS SCREEN
VOLUME TWO • 1940 •
NUMBER FIVE
t .11,7 : .hll.,i" li.nii "III r„ III! i" hx ll'ill t, ,„,„// .

Syndicate Pictures Provide Films for All 11 I

You Can Talk All You Want To. But 13

Studio Audiences See Motion Pictures 14

Television Presents Sponsored Films 10

Pkevue Section: Pages oj Reviews

America First in Films 17

Slidefilms of the Month 19

Office Equipment Salesmen Learn With Films 20

Film Realism Tells Metals Place in Industry 21.

New Equipment and News of the Industry 28

• Business Screen Magazine, is.sued hy Bu-^^ine-ss Screen Magazines. Inc.. 20 North

Waclter Drive. Chicago, on May 1. Iy40. Editor. O. H. Coelln. Jr.; Associates,
R. C. Danielson Robert Seymour, Jr.
: New York offices; Chanin Building,
Phone Murray Hill 4-1054. Acceptance uttder the Act of June 5. 1934, authorized
February 20, 1939.
culated in the business field). Subscription $2.00 for 8 numbers.
—
Issued 8 times annually plus 4 special numbers (not cir-
Foreign; $3.00.

NEWS AND COMMENT 50c the copy. Publishers are not responsible for the return of unsolicited ra.s.
unless accompanied by stamped, self-addressed envelope. Entire contents Copy,
right, 1940. by Business Screen Magazines, Inc.
Office.
Trademarlt Reg. U. S. Patent
Application for entry as second-class matter is pending.

OF THE MONTH IN FILMS

• We Modestly Acknowledge our ences keenly aware of the educa- suggestion that Business Screen act who supplies such weeks of research
editorial pleasure that Business tional benefits ofwell-made exposi- as a clearing house for indexing and untold hours of writing talent
Screen's suggestion and prediction tory "shorts" and a real need on main titles to industrial films of necessary to adequately interpret
regarding the use of films before the part of advertising for such the past five or six years. We've the average business problem into
studio broadcast audiences (made informative and institutional cam- already made progress in this direc- a fim story is going to get his money
over a year ago) is now an active paigning to satisfy consumer inter- tion by cataloging many hundreds back somewhere. The client may
reality with almost nightly film est are other factors of importance. of recent industrial productions. even accept the idea that the price
showings in New York's well-at- Two years of close study of this Formal organization of this pro- of his own picture includes such
tended radio theatres. Lucky Strike, phase of the medium and a grad- gram now be undertaken im-
will costs butwhat about the four or five
Chesterfield and DuPont are among ual accumulation of some val- mediately and a published list made previous assignments the producer
those who are presenting commer- uable documentary clues to its available for the benefit of film pro- may have missed? Ulio pays for
cial films to the audiences at their present and past organization, re- ducers in as short a time as possible. those?
respective broadcasts. (See Pages sults and an evaluation of its Let's cut this out and make it pos-
14 and 15). Incidentally, an Esso potential development will bring producer who has
What I'rice Ideas? sible for the
Marketers dealer show held in Phil- about an authoritative section in had to "give away" talent and ideas
One of the really bad practices
adelphia last year was one of the the forthcoming issue of Business to achieve efficiency and economy
in the commercial film business
earliest combined efforts in this Screen. in picture budgets. Let's stamp those
is the commonly violated rule
direction. Also: Neiv and Due: A technical who continue this practice as un-
about submitting scenarios and com-
and general discussion of the vari- willing to contribute to the general
Coming Attractions: plete picture scripts to prospective
ous phases of animation together good of the medium for the small
* The showing of sponsored short clients. The sponsor cannot be
with explanatory illustrations will added advantage which such false
films and screen ads in more than blamed for encouraging this service,
be a closely allied feature with the "charity may earn them. Such a
"

half of the nation's theatres is an but those who use the medium
above. Cartoon animation as well
important part of the business of should realize that the producer ( Please turn to Page .32
as the art of technical animation
commercial fims. The added fact
will be discussed.
that excellent subject matter of an
The film's service in Health and
entertaining or educational nature
Safety Education followed by sur-
may enjoy acceptance in fully three-
vey of the use of films by insurance
fourths of the 17.000 U. S. cinemas,
firms throughout the country will be
that it may thus "outsell" the non-
an additional first rate story. A final
sponsored Hollywood short product
phase of Business Screen s editorial
for which theatre owners must pay
coverage of the Metals Indu.stry will
rental fees makes this a subject
be published.
which advertising and sales execu-
tives are finding increasingly in-
teresting.
Avoiding Title Duplication:
Plentiful material, interested audi- * Pat Dowling makes the valuable

TT was our pleasure and privilege to address the member-

' ship of the Peoria Advertising and Selling Club on April 8th
and to present a very rough first installment of what we eventually
hopewill be our Cavalcade of Industrial Films. In expressing our
appreciation for the very fine turnout w-e might also add that this
"noble experiment" has been of real benefit in showing us the
tremendous job of education to be done. Peoria may be classed
as an exceptional center of industrial (Please turn to Page ."io)

[6] Business Scheen

 h de Mee Mere .M ^J -^een %// S/r-ea/eJ"
(U. S. SUPREME COURT)

The disposition of our clientele to favor the Wilding organization with repeat

business is confirmed by the fact that, for 29 of our customers, we have pro-

duced 206 sound motion pictures totaling 556 reels. The summary below shows

how these pictures and footage were distributed among members of the group.

5 CLIENTS 2 PICTURES EACH 30 REELS

4 CLIENTS 3 PICTURES EACH 27 REELS
4 CLIENTS 4 PICTURES EACH 39 REELS
4 CLIENTS 5 PICTURES EACH 67 REELS
4 CLIENTS 7 PICTURES EACH 83 REELS
1 CLIENT . 8 PICTURES .23 REELS
1 CLIENT . 9 PICTURES 13 REELS
1 CLIENT . 10 PICTURES 25 REELS
1 CLIENT . 11 PICTURES 31 REELS
1 CLIENT . 14 PICTURES 45 REELS
1 CLIENT . 17 PICTURES 49 REELS

1 CLIENT . 22 PICTURES 44 REELS

1 CLIENT . 29 PICTURES 75 REELS

Catering to a select clientele

who demand distinctive
and outstanding Sound
Wilding Picture Productions, Inc. Motion Picture Productions
Commercial Application.
for

I C A G O

Number Five 1940 [7J

Fine pictures are rare... lilie fine tobaccos, fine coffee!
To bring this lovely model to life in a thousand salesrooms, Camera, Inc. lies a world of creative ability, of the

to turn beauty into sales results, requires more than common sense of making sales out of eye-appeal, of

studio technique and materials. Behind the camera at making the picture dollar pay its way for you — the sponsor.

There is no obligation for consultation or consideration of your picture problem.

1014 SOUTH MICHIGAN BLVD. C a mCHICAGO

era in c TELEPHONE WABASH 13 !3

MOTION PICTURES • SLIDE FILMS • ILLUSTltATIOXS • PHOTO- MURA IS

WE UNHESITATINGLY RECOMMEND

SCREENS
REG. U.S. PAT. OFF.

".--sSss""
One most interesting films produced in the past
of the
year "An
is Evening- With Edgar Guest" which Jam
Handy made for Household Finance Corporation. This
film is being shown on Da-Lite Challenger screens
the popular portable screen which can be set up in-
stantly anywhere, yet folds compactly for easy
carrying.

n
Himdv)
,

Scene from "Bullet Proof" — a recent Jam

Handy production for Frigidaire Division
General Motors .Sales Corporation. It is
jH-.r
shown here on a Da-Lite Model B hanging
screen.
 'Overheard in
^^'^jrerneara an
advertising agency—
(THIS IS AN ACTUAL CASE)

Brown: "Joe, I don't know what the devil we can recommend to my client. He's got to do
some advertising; competition is closing in on him. He has a limited number of
prospects and flatly refuses to consider general media because of what he calls 'waste

circulation.' A movie is the only thing that really fits his problem. But how in thunder
can we rely on salesmen to show it? And where is all the dough for sound projec-
tion equipment coming from?"

Jones: "What's his distribution?"

Brown: "75 factory-owned branches. Here's a map. You see they cover the country pretty

thoroughly."

Jones: (To his secretary) "Miss Bonn, bring me the Modern map, please. (Turning to the
other) Charlie, you've brought up a common problem and there's one way to lick it.
(Secretary unfolds map on table) Look at this."

Brown: "Well, what is it? It looks like it was drawn to parallel the client's map."

Jones: "It is. It parallels the main distribution map of all big companies. It shows the 81
points of Modern Talking Picture Service. At each one of those pins is a trained

man with full equipment, ready to arrange for an auditorium, handle the film, put
on the show. All the salesmen have to do is get their prospects in on a certain night
and give them the whole and full story in one sitting. No equipment to lug around.
No bother. No 'waste circulation.'"

Brown: "Say, that's made-to-order for my client! I want to know more about this!"

Jones: "Telephone Circle 6-ogio or write to

MOUERIV TALKIIVG PICTURE SERVICE, Inc.

9 Rockefeller Plaza, New York City

[10] BusiNicss Screen .

 M

"Toilm." flt'chin-il iht' ^enrriil stilr.\ nuina^cr of onr necessary to not only tell salesmen what to do but
of the autumohile industry's Big Three recently, HOW to do it. In this respect I have found motion
"with highly competitive sales programs, it is pictures and slidefilms of inestimable value."

VOLUME 19 4 NUMBER • FIVE

HELPING THE SALESIIAI WITH THAIIIK FILMS

• "We Assure Ourselves." declared a na- salesmen and jobbers' agents could get a lot
tional sales executive recently, ''that the con- of good out of getting really acquainted with
sumers of our products get plenty of oppor- this company and with the principles of modern
tunities to get acquainted with its merits through selling. But we're not in a class with those
untold columns of national and local adver- big fellows. We just couldn't afford it."
tising. To my mind, the important and often- To many in this classification the true cost
missing element in our selling programs, is of well-produced motion pictures, motion slide-
that we fail to make certain that the sellers, films and slidefilms is a revelation. Organiza-
our salesmen and dealers, are equally familiar tions with only two or three salesmen have
with those merits and know how to tell them profitably produced sound slidefilms.
to the customer." But not a single salesman need he without
many sales executives are asking them-
Again, the benefits of modern sales training through
selves,"how much is a good salesman worth? visual selling films.Through the facilities of
The question deserves another, "how much did a half-dozen distributors, a library of out-
he cost?" The cost of a salesman must he standing motion pictures and slidefilms which
measured in terms of non-productive training, covers practically every type of selling is avail-
of months of non-productive field work or of able for your training program at modest rental
unsuccessful selling. To those businesses and sale prices.
obliged to cut short the period of primary You Can Rent Excellent Programs
training, an inexorable rule of turnover takes
Lack of acquaintance with the medium need
effect: secondary losses often take far greater
no longer stand in the way of its use. Before
toll in missed sales opportunities and ofTendeil
the sales meeting, at your sales convention, or
prospects.
at the training cla.ss for sales clerks, either
Affects Ai.i, Types of Selling motion pictures or slidefilms may be presented
No business requiring salesmen, sales repre- at a minimum of expense. Such leaders as
sentatives or clerks can claim exemption from Richard C. Borden and .\lvin Busse. Elmer
the responsibility of assuring their progress \\ Robert H. Nutt and many others are
heeler.

as well as its own results. Enough barriers presented in sound motion pictures that combine
exist in customer attitudes, economic and politi- intensive instruction with real inspiration.
cal strife, and other unseen hazards to selling One recent motion picture. The Face in the
success without sending out an ill-equipped, Mirror, indicates the general
be interest to
poorly-trained salesman to do battle for business. found in such subjects. This true-to-life comedy
But the problem of how much training and drama, presents likeable James Dunn in a
how much can be spent on it is not a .simple typical days experiences which illustrate good
one for the company working on a slim margin and bad salesmanship.
of profit. Nobody expects to give a dime store Ed Brooks, played by Dunn, is a good but
clerk a college education. happy-go-lucky salesman. His adventures
on
The largest national business organizations a shopping tour which includes a wide
day's
have almost universally adopted visual pro- variety of purchases ranging from a new hat for
grams as the most satisfactory tools in the himself to canned food for the dog bring home
sales training field. Both motion pictures and plenty of lessons in salesmanship, good and
slidefilms analyze products and prospects; put fiad. The point which the picture drives home
into the minds of salesmen tried and tested for- vividly is that the salesman who would improve
mulae for selling success through eye and ear himself must learn to look at himself in the
training. In agreement with noted psychologists, mirror fearlessly and honestly, always with an
these business leaders declare that such visual
attitude of "I wonder whether a buyer would
training methods accomplish more results in
buy from me?" The 28-minute picture is de-
a far shorter period of time than would be signed for retail schools, sales meetings and
possible in any other way. One noted execu- rpHE face in the MIRROR: most recent of business conventions of all types and sizes.
tive. I?ichard H. Grant of General Motors Cor-
general salesmen training programs. James Not only are these general syndicated pro-
poration, says "the greatest plan for putting
Dunn stars as Ed Brooks, a typical salesman grams most useful but a great many sales or-
ideas into men's heads that ever came into
ganizations have made use of associational pro-
selling!" whose experiences drive home good selling
grams such as new series recently launched
the
What Do Visual Programs Cost? principles that fit man\- tjpes of business.
in the insurance field by the Institute of
* "Yes," agrees the small manufacturer, "our Life Insurance and (continued on next page)

Number Five 1910 [111

 : :

illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

I A USEFUL GUIDE TOMOTION PICTURES AND SLIDEFILMS |

i AVAILABLE FOR GENERAL SALES TRAINING PURPOSES 1
Sound Motion Pictures The Art of Selling: A dramatic Dictaphone film wliicll presents S
Beware of Mentalitis A temi- presentation produced with R. H.
Macy & Co. on sales methods ap-
the techniriues of
bad salesman. (3)
a good and a ^
=
huitioruus iiresentation on the
plied to the specific field of re-
mental attitude of a salesman tailing. (1)
Word Magic; Presents Elmer p
toward his job. ( 1) Wheeler, author of "Tested Sen- =
How to Make a Sales Presentation
The Face the Mirror: A very
in tences that Sell, in a training =
Stay Presented: A St'-minute Boi- recent presentation of a sales- film which shows how to pet re- =
den & Buase instructive film on
man's day off in which he ob- suits through proper verbal tech- =
fundamentals of true salesman- serves the faulti^ and advantages of nique. (I) =
various sales persons he meets (2)
ship ; charts couree of a success- Sound SUdeJitnis =
ful sale. U) Two Salesmen in Search of an (ntmstripn and Recorded Talk)
How Remember Names Order : Typical of sponsored ^
to and reels with general value is this Firing Line Films: A syndicated ^
Faces : Presents Robert H. Nutt, series of sales lessons beginning =
memory expert, joins Borden & nith "To Be a Winner." etc.. =
Buase in presenting technique of
remembering prospects names and Key to Sources
through various important phases
of selling objections, etc.
^
=
(4)
Toiiay's representative salesiiuni considers the rnles set faces, (1)
<1> Modern Talking Picture How to Make a Sales Point Hit: ^
forth by Beit Franklin. Zi'liieh are so successfiflly applied How to Win a Sates Argument: Service. Inc.. Nine Rocke- Si-x fundamental methods for giv- =
Another 30-minute Borden & feller Plaza. New York City ing a selling point greatest =
to his modern problems in "SelUnf/ Ameriea" its
Busse reel shows the technique of and local licensees. value. (1) =
overcoming obstacles which lie The Jam Handy Organi-
the path of an order. (1)
in (2)
zation. 2900 E. Grand Blvd..
How ti> Deliver a Sales Presenta- =
tion 30-minute slidefilm illustrat-
: =
Persuasion Makes the World Go Detroit, Michigan and other ing test principles of successful =
'Round : Analysis of five steps a principal cities. public speaking. (1) =
buyer's mind takes before buyinj^ (3) Dictaphone Sales Corp.. How
especially valuable for saleemen
;

New York City.

to Sunervisc Salesmen: 1.5- ^
whose orders are received after
minute slidefilm presents 8 estab- ^
Iteriod of negotiations.
(4) Audivision.
Madison Avenue,
Inc.,
New York
2S5 lished ways to handle salesmen
changing sales manager from
=
=
Selling America: The precepts of
City. driver to leader. (1) =
Ben Franklin are applied to mod- (5> L.R. Buckingham & Slep-Up-Sales Plan: Syndicated M
ern selling with truly inspira- Associa'es, 35 E. Waciier series of sales training slidefilms =
tional results in this general sales Ilrive. Chicaso. complete with manuals, etc.. for =
training picture. (2) meetings. (.'',) =
iillllilliilliilllillilllillllllliiilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^

Continued from the Previous Page)

(
Both the "Firing Line" and the "Step-Up" se-
many types of sponsored pictures such as
otlier ries are furnished complete with consideraMc

Dictaphone's Two Salesmen in Search of an.

supplementary printed materials such as hand-
Order, which is basically an advertising film books, testing plans, etc., and full meeting
but because of the sales lessons contained therein instructions.
most useful to many varying kinds of sale.'^ An analysis of reports from more than a
organizations. The picture has been available hundred companies using the Step-Up-Sales Plan
on free loan from local Dictaphone offices. as a basis for training salesmen on the basic
Ptanhlin's precepts, to which he adhered rclii/uutsly
principles of selling reveal that top-notch sales-
throughout his active public life, served to gain him Syndicated Slidefilms
men get just as much, if not more, out of the
most of his vast influence in public affairs. • Illustrated and recorded sales lessons dial
series of eight meetings, as do the men who are
pack many effective training points are con-
not big producers. The great variety of ways
tained in two representative series of syndicated
in which the program is being used successfully
sound slidefilm programs now available for
include:
New York
general
City
use.
and the R. L. Buck-
{Firing Line Films)
Audivision. Inc. of
1— Conducting a of eight constructive
series
meetings for salesmen of the company.
ingham Associates of Chicago (Step-Up-Sales 2 — Providing salesmen with a means for getting
Plan ) are distributing the two series.
before jobber sales meetings for a series of
Firing-IAne Films are action-edged, modern showings and discussions as to how the
tools. Like other tools, they should be used principles presented can be applied to tlie

with Merely showing the

care and judgment. company's products.
your salesmen will stimulate them and
films to 3 — Making available a practical sales training
bring about improvements. But that is not the program for dealers and dealer-salesmen.
way to reach a full measure of benefit from 4 — A means for getting distributors active in
them. doing an intensive job of training salesmen
Let"s be sure we have the same understanding in their own organization as well as for
of the real purpose in view. A Firing-Line Film dealers in their territories.
is not intended to instruct your men in the 5 — Giving branch managers a sales training
exact methods of selling your products; that's program they can conduct in a modern, ef-
"SELLING AMERICA" holds equal inspiration for your function, not ours. What the films will do. ficient way.
everyone zvhosc vocation involves, any zvay, contacts
in if you use them properly, will be: 6 —Training retail sales people.
a}id relationships with other people. Today we might
phrase the rules differently, put them in modern form
First, stimulate your salesmen to think harder 7 —Development of key men in the sales organ-
and slraighter; ization by putting them in charge of con-
as in "Selling America," but their meaning zvould be
unchanged. This Jam Handy motion picture has been
Second, make them act more skiljully in ducting meetings as outlined in the Meeting
successfully employed before sales groups, conventions, handling their everyday problems; Guides furnished with the Stcp-Up-Sales
etc., on a modest rental and projection scj-z'ice fee basis.
Third, develop more effective Sidling habits. Plan.

"WORD MAGIC" presents personality of Elmer IVhceler, president, Tested Selling right) ably illttslrales one of Mr. It'heeler's cardinal points on speech that's short and
Institulc: milhnr oj the reeord-breaking best seller, "Tested Sentences That Sell." to the point as the hero proposes. P'arlicniarly interesting to over-thC'Countcr sales
In the scenes beloin, from "Word Magic," Mr. Wheeler is presented in frames one and people. "JTord Magic" Is available through Ihe facilities of Modern Talking Picture
Ihrce, (7 couple of skeptics in his audience occupy frame tzvo and Ihe lust frame (to the Sen'ice. Inc., and affiliated licensees at modest rentals based on [he sice of Ihe gronp. elc.
 o^Uk.
RECENT and SIGNIFICANT NEWS EVENTS
The Annual Report of Teclinicolor. Inc..

and its subsidiary. Technicolor Motion Picture

Corporation, made tliis month hy Dr. Herbert
T. Kalmus, revealed that shipments of Tech-
nicolor positive prints in 1939 totalled 70,-

126.156 feet.

This compares with 66.720.237 feet in 1938,

is an increase of more than six-fold
and in six

years, the 1934 figure being 11.564.771 feet.

In1939 Technicolor manufactured and
shipped approximately 21/0 million feet of 35
and 16 mm. release prints of industrial and
advertising subjects for accounts which included
many of the outstanding national advertisers.
During the first two months of 1940 nearly as

much footage of 16 mm. prints was manufac-

tured and shipped as for the entire year of
1939.
» * »

News United States Film Service has

that the
failed to secure Congressional approval of
next year's budget of $117,260 was received
its
"YOU CAN TALK ALL YOU WANT TO, BUT . .

from Business Screens correspondent at the

... the fact is. that half of «liat you have those typical scenes which would show him how
nation's capital as this issue went to press.
Through its widely publicized production of just said will never be remembered and a lot you would have handled those tough birds in

pictures such as The River, The Plough Thai of the rest of it will never help those earnest his territory.
Broke the Plains and the recent film. The Fight salesmen of yours to get the results you expect
You couldn't without going there unless you
jor Life, agency apparently incurred the
the
of them."
displeasure of anti-New Deal legislators. took that good idea, "froze" it into a living illus-

Through the efforts of Senator Henry F. That's the conclusion which many a sales- tration enacted with perfect clarity in a film
Ashurst (Dem.. Ariz.) an amendment cancelling manager is being obliged to accept in these that got its meaning across, and then added to
a ruling of Secretary of Interior Harold L. crowded days of world-shaking economic and the untold examples of successful selling that
Ickes regarding the charging of fees for taking
it

political events, of hectic advertising and pro-

motion pictures on the public domain was passed would turn the veriest order taker into a pretty
by the Senate. A charge of $500 a day has been motional competition among all types of busi-
fair salesman. There's a lot of difference, as
levied by the Secretary's order. ness for the consumer's dollar and the dealer's
* * *
only you know so well.
favor. All this competitive bargaining for the
Abronze plaque for the most effective insti- salesman's attention is costly, but the failure The motion picture or slidefilm used for sales

tutional motion picture produced in 1939

has
of one of these laboriously trained representa- training or for the more general work of pro-
been awarded to the Cleveland Railway Com-
tives is even more so. motion to dealers and agents, etc., can do a lot
pany, according to an announcement by the
was more. takes both product and maker into
C.I.T. Safety Foundation. This Foundation
It
There's another important angle to consider:
established in 1936 by C.I.T. Corporation, na- remember ivhat happened to that valuable sug- the mind of the prospect, as well as the sales-
automobile sales financing institution, and
tional man for many pictures must do double-duty),
that gestion you made to your field managers for the I

has made such an award annually since

benefit of local agents? Before it got to Keokuk. and offsets the disadvantages of distant and
time.
The plaque was presented in Cleveland on Iowa, the fellow there heard the thing quite impersonal relations. Good faith in the company
April 20th by A. G. Rude, vice-president of by years of
differently than you expressed it. And what is a priceless heritage built tradi-
C.I.T. Corporation, in behalf of the
Foundation,
did it mean to him? You couldn't take him back tion and customer relations. It is made easier
to Frank R. Hanrahan, president of
the Cleve-
through those years of your personal experi- by the same films that make it possible for your
land Railway Company, for their motion picture
You Bet Your Life. A luncheon given by the ences in the field that made you the valuable salesmen to knoiv and believe in the product
Cleveland Safety Council at the Hotel Statler
executive you are today. You couldn't visualize vou've asked them to sell. —0. H. C.
on that date paying tribute to all those who
had a part in bringing to Cleveland the Na-
safest
tional Safety Council's designation as the
major city in 1939 was the occasion for the
presentation of the C.I.T. Safety Foundation
institutional motion picture plaque.
All of the traffic safety institutional motion

pictures produced in 1939 submitted for con-

sideration with respect to the C.I.T. Safety
Foundation's award were judged as
annual
in the past by the Motion Picture Traffic
Safety
Committee. This award was won the year before
by the Chevrolet Motor Division of General
Motors Sales Corporation for their motion pic-
ture Knights of the Highway. (See Page 24.)

'HrTi
t'i II -TTTTrmrn
 STiiiiio
SEE RADIO
mmm
SPONSORS' PICTURES
Two years ago. the editors of "Business Screen" noted the possi-
bilities of motion picture showings to radio studio audiences;
reported that Esso Dealers of Allegheny County, Pennsylvania,
hud attended the showing of the Marketers' newest film. "Design
for Power.'' which preceded a studio broadcast of the famed
Esso Reporter airshow before 1500 enthusiastic members of the
audience. The opportunity thus presented is now being realized
by several national sponsors with current New \ orh studio shows.
We bring up the record in this revietv of th(. present situation.

Radios popular version of the tion in Chicago and Hollywood of

'behind-the-scenes" glamor that audience theatres, and the use in
crowds the sidewalks at movie New York, Detroit. Chicago and
premieres is the studio broadcast. other large metropolitan centers
Grown by its own impetus from a where programs originate, of the
jealously-guarded privilege ac- largest legitimate theatres. A recent
corded the relatively small audi- CBS show Chicago drew the
in
ences who joined the sponsor in a wrath of marshal when
the fire

glass-shielded cubicle to present-day throngs overflowed the auditorium

attendances running up to several and crowded both stage and lobbies.
thousands at a single program, the The sponsor's advantage has been
studio broadcast now provides some largely that of goodwill in the dis-
interesting promotional oppor- posal of tickets to this modern
tunities. streamlined vaudeville. Employee
To radio and producers
artists and dealer goodwill is also culti-
these shows often provide
"life" vated by attendance at premieres of
an atmosphere of spontaneity and the ('ompany's new air show. In-
warmth as well as adding a thea- formal additional entertainment is
trical quality to the entertainment often provided to supplement the
that goes over well with the listen- brief period during which the show
ing audience. So well, in fact, that is actually on the air. Not much ad-
audience shows have created a vertising other than an occasional
whole wave of programs of their stage banner can be attempted be-
own. Tops in popularity are the sides theannouncer's''commercials."
Major Bowes. Kay Kyser. Sunday Audiences are requested to arrive
Evening (Ford) and similar shows early so that when the program
in which the presence of the .seeing goes on the air everyone is seated
audience is indispensible to the en- and ready for the master of cere-
joyment of the listener. monies' sign for applause, etc.

Doors open a half-hour early for

OTHKR AUDIENCE CHARACTERISTICS
these performances and are closed
Tickets admission to these
of
at least ten minutes before the zero
broadcasts very much at a
are hour.
premium and an element of pat-
ronage is thus afforded the spon- A NEW IDEA FOR SPONSORS
sor which works out well in dealer In the William Penn hotel ball-
relations and customer good will. room at Pittsburgh. Pa., two years
The increasing popularity of these ago Business Screen observed that
shows is attested by the construc- Esso Marketers had something fresh

Panorama showing audience, control rooms and stage at If CN's Studio 1:

[14]
The SlS-seat studio theatre of Radio Station In Neic York. .NBC audiences number many .4 Chicago NBC audience listens to the broad-
W GN. Chicago outlet for the Mutual Broadcast- thousands at nightly broadcasts held in the cast and applauds enthusiastically as the slioic
ing System, is typical oj the modern trend. Rockefeller Center studios and in theatres. is on the air. Such audiences may see films.

and original in the Ivvin-sliowing of tation alsomakes for more satisfac- sponsored films as entertaining as Chesterfield plant is also in the

the new Esse motion picture. Design tory program length and may their popular radio shows. The script. A second and shorter film,
for Power, antl the broadcast of the dispense with the necessity of fur- Story of Lucky Strike was regu- Pleasure Time, tells the story be-

£5,50 Reporter radio program. The nishing impromptu entertainment. larlly plugged over the air by m. c. hind the preparation of a typical
fifteen-hnndred Esso Dealers who Certainly no sponsor need feel the Kay Kyser during showings at the Fred Waring broadcast. The two
attended the show tliought so too as need of further advertising in order New York World's Fair last sum- films offer a "full hour of entertain-

attested liy the andience figure
the enthusiastic reception accorded
the program.
Now at least three national spon-
sors have combined
successfully
especially-produced motion pictures
with studio shows playing to capac-
ity audiences in New York City.
The new development began with
the showing of American Tobacco
Company's Story of Lucky Strike
before audiences at the Hit Parade
and Kay Kyser broadcasts, contin-
ued with the showing of the Liggett
& Myer's (Chesterfield) film To-
baccoland before audiences attend-
ing the Glenn Miller shows and has
and to get his money's worth for the mer and later during the studio ment."
cost of the theatre, etc. showings. Chesterfield's four-reel
AN OPPORTUNITY FOR SPONSORS
From the point-of-view of dealer film was premiered at Durham.
.\ brief survey of the opportuni-
showings, an entirely new field is N. C. during a two-day showing at
two local theatres. Half the popu- ties which await sponsors in this
opened up. Never before has the
lation of Durham, more than 35.000
new field was undertaken by Busi-
sponsor had a better opportunity to
ness Screen in Chicago. Although
do an institutional job of improving persons- attended the free perform-
this idea is notably more successful
for national advertisers at the
points where major shows originate,
it may be successfully done in al-
most every city, even to the point of
"piping in" the radio show by local
reliroadcast. tying it up with local
entertainment and the showing of a
film print.
In Chicago, for example, the

also been successful at the DuPont Broadcasting Company

National
Cavalcade broadcasts. (WMAQ-WENR) has four studio
theatres. The largest of these is the
MANY ADVANTAGES APPARENT "Ticket,'( please" is the order of the day at studio shoics.
Briefly, the advantages to the
350-seat Studio A
which has ap-
proximately 700 guests a day at
sponsor are twofold. The waiting dealer relations and knowledge of ances. Later it was shown three
two shows. The beautiful new Stu-
audience during the pre-broadcast his product. The task could be ac- nights a week during the Glenn
dio Theatre of \^ GN where Mutual
period is provided with entertain- complished in no better way. The Miller broadcast at the CBS radio
network shows originate from Chi-
ment and the sponsor is assured of theatre No. 3.
educational and goodwill value of cago has 578 seats.
a fine institutional advertisement. show attended by
the full-length re- Tobaccoland is a news-featurette
Advertising executives do not hesi- The Columbia Broadcasting Sys-
tailers and their families should be of the March of Timet character
tate to say that the movies would be tem and its local outlet. Station
extremely valuable to any national
a drawing card in
considerable
which portrays the life of the to- WBBM. has a modern studio thea-
merchandiser.
one were needed, so bacco farmer at home and in the tre seating 300 and also frequently
themselves, if
WHAT TYPE OK FILMS? fields, at the tobacco auction and engages the Civic Opera House and
there can be no thought of the audi-
ence's displeasure. The two cigarette advertisers pre- attending the social events of his other Chicago theatres for larger
The combined film-radio presen- senting current ))rograms have community. A trip through the "personal appearance" shows.

This SlS-scat modern theatre on Michigan .Avenue in Chicago is thronged with visitors who attend nightly broadcasts of outstanding MBS radio shows.
 «*.. **

fidclily than the theatre sound sys-

tem, and for this reason it is im-
perative that
be the sound track
clean and well recorded; especially
so since the sound on celluloid
shows must stand comparison with
live talent programs which often
precede or follow them. N.B.C. has
found that 16 mm. films are gener-
ally satisfactory, however, for
utmost fidelity in sound and clarity
of image. 35 mm. films are slightly
preferable.
Naturally, the future possibilities
of television on a permanent com-
mercial basis depend on decisions
of the Federal Communications
Commission. By its recent about-
face decision, commercial tele-
vision, even on a limited scale has
been temporarily held up.
Chairman James Lawrence Fly.
in a recent speech before the New
^ ork Advertising Club, explained

TELEnSIOI
PROVIDES AUDIENCES WITH MOTION PICTURES
the Commission's position: "The
difference between television and
other major scientific developments
is this: The 1905 jalloppy. the
magic lantern, and the crystal sets
Br ROBERT SEYMOIR. Jr. can still work, but in television a
major change will make the sets a
• Coincident with tlie opening of same thing again on Friday, and
piece of furniture of doubtful
the RCA Exhibit at the New York this lessened his interest in tele-
World's Fair on May 1. 1939. the
value. If the Commission permits
vision something that had "ar-
as
National Broadcasting Company
television to be anchored down to
rived." To
combat this feeling.
gan operation of their television
present standards and the public
N.B.C.'s program department de-
buys those sets, no Commission and
station, W2XBS. on a scheduled vised a new schedule which called
no national administration will ever
liasis of twenty-two hours per week for only one-third of the program
have the guts to change them."
for the benefit of "viewers" at the time to be devoted to motion
Other quarters maintain that. "A
exhibit and prospective buyers of pictures.
iww industry is being throttled by a
sets in the Metropolitan area. On Commercial pictures, which are
government bureau exercising
the twentieth of June, a new policy sliown on an average of one hour
power never granted by congress."
was put into effect which called for per week, stand well up on the rat-
The general opinion seems to be
approximately fifteen hours per ing lists of the program department.
that, however the solution, the situa-
week of televising; this policy is N.B.C. sends owners of sets in the
to
tion will clear up within the next
still in effect. listing area a return post card at-
few months.
During the first month of opera- tached to the weekly program and
lion the programs consisted of an the viewers are asked to evaluate the Advertisers who are turning their
eijual amount of motion picture and eyes to television should realize
programs which they see. Commer-
"live talent"' shows. The motion cial films rate between Fair and
the various ways in which the

pictures were run in sequence from Good on this list with the longer
medium can be used. There are
a 'mill" which consisted of govern- films scoring much higher
three means of effectiveness which
than
ment, navy, and commercial films, short subjects; a good educational
can be utilized in television: the
and several issues of the March of or entertaining commercial of about mobile unit, the studio program,
Time. There were two faults with thirtyminutes length often rates at and the televising of motion pic-
this program; in the first place, for Good, or better, comparing favor- tures. Each of these willhave a
some reason, the television audience ably with theatrical films. definite place in the commercial
thought that film television was less Technical qualifications of mo- (Please turn to Pa fie 34)
amazing than live talent, there was tion jiictures for television are little
a subconscious feeling that some- different from those which hold true
thing was being put over on them, for projection in any manner, with Please Clieck Your
Opinion
and in this initial attempt of N.B.C. a few exceptions. Photography, in Begarding Program Content
And Mail Card to Us
to promote television it was neces- general, must be high key, with NO STAMPS REQUIRCO
sary to supply the audience with all jjlenty of contrast. Darkness and
possible proofs of the many facili- lack of contrast on the television 1 SJiM F..h
* LflWrll TJ,
ties of television; in the second screen still has too much tendency i Coldoi Cli
« 'Ph»nf..m Fiend
place, running the motion picture to cause the viewer to think that
7 Lowell Thomiii

films from a "mill", so that the something is wrong with his set: »- Hockej Maid,
"Wmihrnpni- F
^ 9

same was shown many times,

film and there can be no doubt that the a
M
I" "CllffFnn,d' Fi
-I .SHdc
caused a duplication that was an- lighting system of the television re- 1 U. "Homei d Tau
" "IXiii Shov,' Fii,
noying to members of the audience reiver is a far cry from the arc pro- " I* Low" Tlmmei r

IJ DwiBrfou, Cumer- Dr.,

who had seen the film before. Thus. jection of the typical theatre set-up. _^
_ 16 Chtldn^'i Mallnw
-Jai-
Mr. Throbwickel. who had seen a But when sound is considered it is Mri Fil
IB Art Fu. Vo,
film Tuesday, thought there was quite the reverse; the television M K <* C Track Mw.
31 '^loay Trail" r.lB,
something phony about seeing the sound system has much higher « Mrt'cii.-I.laa Cara C««,„

{.'ibove, left) The modern cotisole rt'i\-ifi-r and {bcloiv') the control room at NBC's
New York studios associated n-ilh film telecasts; film frojector focused on an
iconoscope camera for Hmm. shnwinp. Here the optical pictures are transformed tVamc
into electrical impulses by the iconnsci>/^e shoicn. (Right) .1 typical lis- NBC
tener's rcf^ort card includinfj several sf^onsnrcd fiUus shown on recent prnijranis.
THE NATIONAL THEME IN PICTURES
if The wave of public sentiment for "America
First" i? making itself felt in current motion

picture productions which, in turn, are making

a real contribution to this national interest in
American affairs. In this vein such films as the
Chevrolet film Materials and the Anheuser-Busch
Our Confidence Jam HandvK
picture Reflecting I

the new Republican National (Committee movie.

A \etc Tomorrow, and the 1940 Dodge Divi-
sion sound motion picture Land of the Free
(\^ilding Picture Productions) are outstanding.

Land of the Free portrays ''the inherent

greatness and the stead) progress of this coun-
try ... it tells an important story in an interest-
ing and thrilling manner." The screen narrative
tells of our national resources and public monu-

ments, of the American pioneer spirit and its

modern meanings. The growth of educational
opportunity, of industrial progress and of scien-
tific and social achievement is merged in a film
'»f American progress now showing nationallv.

"
"Ballad for Americans
• • •
* Since the recent musical premiere of
the .American musical poem. Ballad for
Americans, it has been suggested to the
Ford Motor Company that this splendid
and original musical work might well be
the basic outline of an inspiring motion
picture to be shown to schools and clubs.

Played recently by the Ford Symphony

on the Company's Sunday Evening Hour
program, the work has received the en-
thusiastic praise of musicians and the
public generally. It describes in eloquent
fashion the spirit and progress of .Amer-
ica since early colonial days. Lawrence
Tibbett was the featured soloist.
PREVUE more films with national theme:

needed. Meditating on Abra-

REPUBLICANS MAKE isn't

ham Lincoln's example to have

CAMPAIGN MOVIE "firmness
home and makes an
in the right." he goes
un-political
After five months of preparation, speech before his fellow-citizens,
a dramatic,forceful motion pic- telling them the story of a little

ture based on Abraham Lincoln's valley and the people who settled
ideals has been completed and will it long ago.
he exhibited to voters during the With flashbacks to the speaker.
1940 Presidential campaign, it has the picture relates in allegory how
been announced by F. Trubee Davi- the pioneers one among
picked
son, former Assistant Secretary of them to be Government, their
X^'arand chairman of the United "hired man," and how. during a
Republican Finance Committee. depression, they reluctantly granted
The picture A New Tomorrow. Government the power to restrict
was produced by the United Re- and regulate them.
publican Committee in
Finance "\^e"ll buy security — security
cooperation John Hamilton.
with for everybody!" Government
Republican National Chairman, and promised.
llie Research Bureau of the Re- But the citizens discovered that
publican National Committee. all they received for the staggering
The picture takes 45 minutes to taxes they paid and the great debt
show and is produced both in 16- they contracted was curtailed crops,
niillimeter size for non-theatrical unemployment, insecurity and pov-
showing, and 35-millimeter size for In the eight depression years, a
The chairman of a town meeting (Robert Barrat) in the United Republican
Finance Committee film "A New Tomorrow." faces his pioneer audience.
theatrical exhibition. It will be new generation grew up. The pic-
shown to political clubs and civic, ture tells the story of one of them.

Addressed to the American People: business, labor, patriotic, education- Bud, who wailed
that America was

Title: A I\ew Tomorrow bring home and rea-

realistic truths al and women's organizations and through expanding and the State
Sponsor: United Republican Finance son to mass audiences, the sound many other groups. must take care of him. His grand-
Committee The United Republican Finance father tried in vain to reason with
Producer; Wilding Picture Prod.^ Inc. movie now takes part in the basic
functions of our American politi- Committee made public the follow- him. showing him the great task
Now the sound motion picture
cal system. Showings will be ing summary of the picture: that remained to be done to keep
has been assigned another task
directed voluntary audiences Dave Hathaway, an office-holder, the nation on the road of progress.
worthy of its ability to influence to
among Republican clubs, civic and makes a deal to get his town a road Vast housing construction, more
mass thinking. Before audiences
financed with public funds but de- electrical services, the whole new
throughout the land during the social organizations of men and
cides after long consideration that industry of television, are examples
1940 campaign months, the Repub- women votersand business meet-
ings. It is the first campaign movie
ihe move is wrong because the road of future opportunities.
lican National Committee will pre-
sent this Wilding-produced dra- of 1940. \^liatcver its success, no
matic film A New Tomorrow. one doubted the significance of the
Well-proven in its ability to task which lies ahead.

Insuring Our National Progress:

Title: American Portrait of improvements and better ways
Sptfnsor: Institute of Li/e Insurance
Producer: tt tiding Picture Prod., Inc.
of life which have come into being
.American Portrait, the second during the past 100 years. It brings

interpretive film production of the home the fact that, while inventive-

Institute of Life Insurance is now ness and ingenuity created the im-

being viewed by life underwriters provements, the force which brought

and agents throughout the country. them into widespread use has been
The 25-minute sound picture pays American salesmanship. Improved
tribute and is dedicated to '"those commodities and services never
.soldiers of progress America's — have been quickly or universally
salesmen." accepted. They have had to be sold.
Outlining the content and pur- "This new film deals with the
pose of the film. Holgar Johnson, experiences of the Smiths, a family
president of the Institute said: of pioneer salesmen. It supplements
".4merican Portrait tells the story Your.s Truly. Ed Gralwm in 1940."

Scenes of yesterday and today in the film "American Portrait.'

Correct posture is zi'cll demonstrated in "The Lady ll'alks"

For Selected Retail Showings:

In producing the sound movie.
The Lady Walks, for its client,
Lockwedge Shoe Corp. of America.
Inc.. Aubrey, Moore and Wallace,
advertising agency, solved Ihe prob-
lem of reaching audiences of
lected women buyers with a thor-
oughly educational feature that tells
the (juality store behind ihc prod-
uct: brings home advantages which
all trained retail clerks arc taught.
se- Chicago Film Laboratory produced.

flSJ Business Screen

 sound slidefilms perform difficult tasks: P R E V U E • I

GETTING RESULTS WITH SLIDEFILMS

New Sound Programs Illustrate Varied
Assignments Fulfilled by the Medium
Within the last Imo '""" '""" Firestone
^^s^W^'H^^SS^^''^ '

months, sound slide- a3!V««^.^E /, '"'''' ^ Rubber Oni-

films produced for a ^ar iidjir^^^^^^rf- ^-^' |>any"s sound-slide pro-
-i
variety of purposes gram for dealer meet-
have demonstrated the ings Building a Bigger
ability of this compar- Business for Greater
atively inexpensive vis- Profits. A swiftly-
ual medium
to do a commendable paced dramatic narrative carries
job under unusual circumstances. thislong program in such interest-
These tasks included everything ing fashion that its length is un-
from an hour's-length program to noticed. Wliile its job was that of
the prevention of industrial eye- merchandising tire sales, its enter-
accidents. tainment assures interested attention
The Tested Pa|>ers line was to high degree. Brobuck. Inc..
backed up by Paper Money, a Ruth- produced the unusual program.
rauff & Ryan produced sound slide- * Polls of public oj)inion long
tilm turned out by Wilding. 120 have been of incalculable value to
distributors of the line are arrang- business executives and now Con-
ing showings before grocery trade sumer Survey information comes
groups of this merchandising storv to the aid of Floor Covering sales-

of household paper selling. Every- men through a new sound-slide film

body Wins was a sound slidefilm now being presented by the makers
presentation of the retailer program of Circle Tread Ozite Rug Cushion.
especially produced for showing to This film presentation is based
Tested Paper's dealers. on an independent consumer sur-
The Institute of American Meat vey conducted by the Research Staff
Packers announced the sale of over of the Ladies' Home Journal in the
225 sets to member companies of city of Cleveland several months
the sound slidetilm Tell 'Em and ago. The results of the survey re-
Sell 'Em. based on its current liver vealed facts about women's prefer-
sausage campaign. ences and price expectations con-
Especially noteworthy was the cerning rug cushions. ^—

To Save a Workman's Sight:

Title:The Kyes Have It Company whose safety director
Sponsnr; ISalionat Assn. Prevention
sponsors this basic and successful
of Blindness
Producer: Photo-Sound Div. of rule, the program shows the perils
Sarra^ Inc. of carelessness with graphic realism.
Here the sound slidefilm turns to The photography possesses a
a worthy institutional task, to aid in stark. dramatic quality which
the prevention of industrial eye heightens importance of the
the
accidents. Showings of The Eyes safety message. By employing the
Have It will be made to all types tragedy of the blind man and the
of employee groups throughout the shock of industrial accident scenes,
country and if the program saves the producer drives home a desire
the sight of one single workman. for protection that no members of
it will have accomplished a great the audience can escape. One in-
public service. teresting device requires the audi-
Advocating the u.se of protective ence to close its eyes momentarily
goggles at all times during work- while a frame on the screen states.
ing hours, based on the nationally- significantly, "if you itere blind.
known ex])eriences of the Pullman YOU. couldn't peek!"

Brilluinl fholijuniphy typifies Ihc slidefilm I'lomnm "The Tyes Hare II.'

1^
 P R E V U E • IV

Ihuay .\.i.to>i. Ehcrhciyd }'abcr A not her "demonstration" scene in the ]'o)i can "hear the difference" m
salcsmau. shozvs" reasons -chy" (food recently produced Eberhard Fabcr film. the cone lest demonstration featured
"
f'ciicils arc "ivprth the difference." "Two Cents Worth of Difference in the sales - educational f'icltire

STATIONERY FILMS AID DEALERS' SALESMEN

• Until Recently a field almost i^llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

wholly unexploited by motion pic-

ture and slide film production, the
field of office supplies and equip-
The Place of Films in Our Sales Programs
ment is now benefiting in wide- . / .Slalcim-iil by .Mr. .S'. M. Buhsoii, Salc.i Ihrcclor. Bales iljy. i u.
effect, "as goes the pencil business
spread circulation of two sound so go the rest of the sales."
V\rHILE the primary purpose of our talking picture, //'.; the
motion pictures. •V l.itile Things That Count, was to drive home to the A significant sidelight is that
The first of these, produced last the dealers' salesmen the basic principles of good salesmanship, we many of the original ideas written
year for the Bates Manufacturing have been ama:;ed at the demand which has developed without
into this film by the scenarist are
solicitation on our part from educational institutions, consumer
Company was It's the Utile Things groups, business colleges, chambers of commerce, men's clubs, and now being employed in the com-
That Count. This film was intended organizations of a similar character, for showing the film. Without pany's national advertising cam-
to drive home to stationery sales- considering this demand, which seems to be increasing all the time
paign. The introduction of the
to the point where we have had to purchase additional prints a
men the merits of the Bates line
company's 83-year-old founder.
number of times, we would still regard our pioneering experiment
of staplers. It is being shown by into this field as a distinct success, as dealers throughout the coun- Mr. Eberhard Faber. lends a fine
company representatives to office try handling stationery and allied lines have been unanimous and institutional note.
supply salesmen throughout the enthusiastic in their comments concerning this film and what it
Schools equipped with projectors
country. The latest arrival in the has done for their forces.
The showing of the film to the trade was handled through our have been informed that the film
field is the new Eberhard Faber
own sales force, but they have not attempted to reach the much is available for use to show classes
Pencil Company's movie Two Cents broader consumer demand. That is handled for us through the in salesmanship, etc. It will be
Worth of Difference. excellent services of the Motion Picture Bureau of the Y. M. C- A. equally interesting to business
This thirty-minute sound film is and by consumers themselves, who borrow our prints, without
groups and buyers concerned with
charge, direct from us.
addre.ssed to virtually the .same au- the products in allied lines. But
One important reason which we believe largely accounts for the
dience as the Bates picture, and success of this picture is the fact that all throughout its preparation principal emphasis has been placed
contains a sales demonstration of we resisted the temptation to play up our own line and advertise on sales presentation of the prod-
the Company's pencil line in a dra- our own products.
True, certain Bales items are used as illustrations
uct, its merits and the methods to
of the basic principles involved, butwe believe our efforts to play
matic narrative enacted by a pro- he employed in getting sales results
down the matter of advertising is the reason why the picture has
fessional cast. Introductory re-
met with such acclaim from users and from fields totally unrelated for dealers.
marks by Mr. Eberhard Faber are to the stationery industry. .i^notlier sponsor in the film
presented in an opening sequence. equipment field who has been most
Both the Bates and Faber pic- successful in employing this type
tures were produced by Caravel of sales-entertainment film is Dic-
Films and with both screen stories Caravel. builds sales for the quality Mongol taphone. The Dictaphone picture
rector of Production for
being scripted by F. Burnham Mac- Tuo Salesmen in Search of an
Showings of the Eberhard Faber pencil line, its presentation will
(^leary. Joseph Rothmari was Di- undoubtedly benefit other quality Order has been extremely popular
picture will begin at the various
stationer's conventions before be- lines as well. Basically the pic- with all types of sales organizations
ing presented to salesmen and the tures shows stationers the way to who find it a valuable general sales

fOUMO aiutst T»<"' trade. This will be restricted until receive more extensive purchasers training tool. A new Dictaphone
the convention period is over in of business prospects through pen- picture is understood to be in

each territory. Because the film cil sales: to the trade it says, in preparation.

BATES Salesnum .McDonald tells his jelli'w f-tnsy e.veeutive Blakely "hasn't McDonald "sells" lime and
ivorkcrs hozu he landed the order time for salesmen" in "It's money saving devices, not

"nsm unit THINGS l^'ith a Bates d e in o n s 1 1 a I ii' ii The /.title Things That Cnnnt" /Products, in the Bates film.
IHM COUNT

[20]
Business Schekn
 FILM REALISM SELLS

^^^

From Mines to Manufactured Products Films —

Do Efficient Job of Selling and Educating

As THE ORES and products of A high standard of technical

them are the fundamentals of our direction and skilled camera work
modern industries, so the motion is essential, ^liere color has been
pictures of metals are fundamental, employed as in the case of U. S.
straightforward induslrial presenta- Steel's now famous all-Technicolor
tions of mining and fabrication reels, this additional factor of ex-
processes and of the application of pense must be considered and
the products of these sponsors in equipment must be adequate to ac-
the field of building and engineer- complish the difficult location as-
ing. The film drama is one of in- signments encountered in mills and
dustrial skill and science, of engi- foundries. But costs of this type of
neering achievement and progress picture are seldom great in com-
with neither time nor place for any- parisonwith the tremendous use-
thing more than perhaps the em- fulness and wide circulation
ployment of color and sound. achieved over considerable periods
These are '"industrials' in every of time.
sense of the word. The principal The metals industry offers but
sponsors in the metals field are the one phase of the film story in the
United States Steel Corporation, the "heavy industries" but the com-
American Institute of Steel Con- pleteness and interest of typical
struction. Republic Steel Corpora- film stories and their apparent ad-
tion. American Rolling Mill. vantages make this subject well
Phelps-Dodge Copper Company, worth investigation by all indu.s-
" QTPPT " ^yP^*^^ ^f ^^^"^s '" '/if inmiy films produced to tell the story
^ ^ *J ^ ^ of .-imrrka's great steel industry, the nwlten metal is shown
the .American Iron & Sleel Institute, trial advertisers. One typical case
IIS it surges out of a huge ladle to he molded into ingots in preparation, for the
and .such industrial producers as is that of Republic Steel Corpora-
rolling proeess in one of the plants of Carnegie-Illinois Steel Corporation.
the Keystone Steel & Wire Com- tion. InRepublic film on
the
pany. .Aluminum Company of Enduro, the manufacture of stain-
America and Roebling. less steel from the mining of ore
in far-off Rhodesia to the mirror- industry. Much of this department's to include your products wdien the
Pi'BLic Rel.\tions a M.uor Task finished sheet is portrayed. Fol- activity is centered in this field. plans and specifications are drawn.
These sponsors employ motion lowing these scenes depicting every Furthermore, we have a film now in
pictures for varying tasks. Most phase of production, the movie Reaching the Buyer of Products
distribution, which, although not
general application is for the pur- depicts the ease with which En- specifically designed for the build- ""The next people to deal with are
po.se of institutional advertising, duro Stainless Steel lends itself to ing field, deals with the architec- those who do the actual buying
public relations, and technical edu- fabrication and. finally, the appli- tural application of stainless steel. and installing of the materials.
cation. In this classification are cation of the product from pen- ""There are several important fac- These are the contractors who have
the films of the iron and steel in- points to skyscrapers is shown. tors to be considered in promoting submitted successful bids in accord-
stitutesand associations, as well as or selling to the building industry. ance with the plans and specifica-
Shows Use of Films in Selling
such major productions as Steel. The first of the.se is the architect tions. They mav be either the gen-
Man's Sen-ant. the technicolor film * From one of Republic's execu- and or engineer who draws up the eral contractor or the various sub-
sponsored by U. S. Steel. But films tives interested in the film's adapta- plans and specifications. Although contractors. The general contractor
are also most profitably employed tion to particular selling problems they actually buy nothing, many an usually constructs the foundations
in selling the products of steel, as in the building industry comes this order is lost due to the plans and and superstructure of a building
ill Republic Steel's mo-
the case of interesting ""survey " of the poten- specifications being drawn up in which requires such materials as
lion pictures. Enduro and Serianl tial audience of buyers which the such a manner as to exclude your stone or concrete, structural steel,

of the Soil. The former has the job medium can reach: products. Therefore, it is necessary windows, reinforcing steel, paint,
of selling the Corporation's per- 'We can make a few suggestions that they be made acquainted with etc. Various subcontractors handle

fected stainless steel and the latter about how building material manu- the merits of your products. This tile other parts of the building such
reels are addressed to rural audi- facturers, such as us. can use films alone is not always sufficient as there as plumbing, heating, ventilating,
ences with a direct selling purpose. to promote and sell to the building should be some incentive for them air conditioning, doors, locks, elec-

NUMBER FOUR OF A BUSINESS SCREEN SERIES ON THE USE OF FILMS IN INDUSTRY

Numher Five 1940 [21J

 Iriral work, plaster, lath, etc., which personal contact with the people
involve products too numerous to involved. Movies and slide films
mention. A selling job must he should be a definite asset in this
(lone on these people. Very few work. Kut there is also a broader
arrhilectural specifications are writ- job of promotion that can be done
ten tliat limit the contractor to one and movies and slide films can
material. He usually has a choice carry the burden. There are numer-
of two or three competitive mate- ous associations in the building in-

rials. So you can see that if your dustry both local and national that
product is one of these two or offer excellent possibilities for pres-
three, you have a better chance of entation of films. These associa-
success, although it is still very tions meet periodically and expe-
necessary that you do a good selling rience with our picture on stainless
job on the contractor. shows no difficulty in obtaining per-
"In addition to the above, there mission to make showings. In fact,
are a couple other people that may we have had them request showings.
be considered on some building These requests come about either
projects, the owner and financier. through a genuine interest to broad-
Sometimes these people influence en their knowledge or as an easy
the purchases, but as a general rule, out for a program chairman in ob-
they place the responsibility with taining some entertainment. In any
architect, engineer, and contractors. event we have bad numerous suc-
Empire State shy-
"In order to obtain business from cessful showings before audiences STRUCTURAL STEEL ill the building of the
scraf^er, from rolling and fabrication to
this field, it is necessary to have of this type all over the country." erection is f^or frayed in Pathescol>c-f>roduced f.VF) film for ('. S. Steel.

Tyfic.\l Films of the Iron and Steel Industry

Screen Titles Reels Printa Nai-ration Si)onsors
Romance of Iron and Steel 1 16 sound Amer. RollinE Mill
" llnduro" was produced by Empires of Steel 3 35 silent U. S. Steel Corp.
the Repul'lie Steel Corpo- (Empire State Building)
Ties of Steel 1 16 sound General Electric Co.
I tit inn as a sales film. (Electric Welding of Worn
Out Rails)
Development of the Battledeck
Steel Floor :! 16-35 silent Amer. Inst, of Steel Cont^tr.
Carrying American Products
to Foreign Lands 1 16 silent U. S. Steel Con*-
Bridging San Franrisco Bay % 16 Bound U. S. Steel Corii.
Age of Riveted Steel 2 35 silent Amer. Inst, of Steel ConBtr.
Arteries of Industry 6 16-35 silent U. S. Steel Corp.
(Story of Modern Steel Pipe)
Backbone of Progress 2^ 16-3.5 sound-silent Amer. Inst, of Steel ConMr.
(Contribution of Steel to
Building America)
Men Make Steel i 35 color-sound U. S. Steel Corp.
Metals of the Ages 5 le silent Readinn Iron Co.
Progress ... 3 35 ^n^^t U. S. Steel Corp.
(Story of Largest Steamer on Oreat Lakes)
The Reason Why (Safety) _.
le ^ound U. S. Steel Corp.
Right Material in the Right
Plac* 2 16-35 sound International Harvester
(Manufacture of Steel)
Span Supreme 4 35 silent John A. Roebling's Sons
Hieortre Washington Bridge) Co.
Steel I 16 silent Youngstown Sheet & Tube
Steel 2 16 sound Amer. Iron & St^el Inst.
Steel. Man's Servant 4 I6.35 color-sound U. S. Steel Corp.
Carnegie 111. Steel Co.
Steel —Servant of the Soil 4
I4.'f
16-35 sound
minutes)
Republic Steel

Story of Alloy Steel 4 16 .silent III. Steel Corp.

Story of Carilloy Steel 2 35 silent U. S. Steel Corp.
Story of Steel 6 16-35 silent U. S. Steel Corp.
Health, Happiness and Hogs Keystone Steel & Wire Co.
Tom. Dirk and Harry Keystone Steel & Wire Co.
Our Debt to Mother Earth Amer. Steel & Wire Co.
Armco Policies 2 sound Amer. Rolling Mill Co.
(Address by (.eorjje Barith. Chaiiman of the Board)
The Visual Story of Steel for
Plating Progress Amer. Electro-Plate Society
Enduro, Republic's Perfected
Stainless Steel Republic Steel Corp.
USS Cor-Ten 16-35 sound U. S. St«el Corp.

HuSIMiSS ScKKKN
 concentration of the ores and in sulphate underground, and the pre-
smelting and refining operations are cipitation of the copper in tanks
depicted. containing scrap iron. Scenes il-

Copper Mining in Arizona is the lustrating concentration include

title of a film of three reels. This crushing, screening, grinding in ball
illustrates methods employed in mills, separation of the copper
starting open-pit mining at Morenci. minerals by flotation, recovery of
Views are given of diamond drill- water, disposal of tailings, collec-
tion of concentrates on suction
ing, air drilling and blasting opera-
tions and of the use of huge electric filters, and shipment to the smelter.

shovels in removing overburden. Another one-reeler bears the title.

Operations are also depicted at Ajo. Copper Smelting, and shows the
where a 20-year old pit is in its conversion of copper ore and con-
prime. centrates into metallic copper. The

Other scenes illustrate workings operations depicted include: crush-

at Jerome, in an open-pit about ing and sampling of the ore; mix-
800 feet deep, which has produced ing with concentrates; roasting to
-15 million tons of ore. Another remove some of the sulphur; melt-
series of scenes illustrates the ex- ing in reverberatory furnaces where
tensive underground mining car- impurities such as silica, alumina,
ried on at Bisbee and includes a trip and iron form a slag, which is
through the tunnels of a large mine. drawn off^ and hauled to the dump.

is sound tiwtion picture sponsored by

the two-reel A one-reel film is entitled Cop- Copper Refining is the title of
U.S.S.COR-TEN the United States Steel Corporation for showing per Leaching and Concentration. another one-reel film. This shows
'S a sales presentation by the sponsor's representatives to steel buyers, company Leaching is illustrated by scenes conversion into chemically pure
epresentalives and others interested in this advanced product. (Jam Handy.)
covering solution of copper from copper of the anode slabs made as
sion-resisting steel recently perfected. the rock, the collection of copper- shown in the film Copper Smelting.
Typical of straightforward tech-
nical presentations favored in the A strong, direct-selling presenta-
metals industry is the United States tion originally used in direct con-

Steel Corporation's 1938 sound tacts with buyers and prospects, the
motion picture U. S. S. Cor-ten, a picture nevertheless has sufficient
two-reel production largely devoted educational value to be of interest
to the need and development of a to technical groups, engineering
new low allov high-tensile corro- schools and other organizations.

Other Metals Featured in Films

The story of the production and iiigots read) for the fabrication of
uses of aluminum and aluminum aluminum products.
products is depicted in two edu- The second picture shows how
cational motion picture films pro- the metal aluminum is worked and
duced in 1938. The films, of the shaped into various forms, such as
silent type and containing two reels plates, sheets, foil, bars, rods, wire,
each, are entitled Aluminum, from and cable. Processes of rolling
Mine to Metal and .-iluminum and annealing are depicted. Scenes
Fabrication Processes. They were in a blooming mill show rolling of
added to the film library of the the aluminum ingot preparatory to
Bureau of Mines, which consists of the manufacture of structural
approximately -l.OOO reels, shown shapes. Next are shown the reduc-
on 102,637 occasions in 1937 for tion of ingot to rod and the strand-
example, to an audience of over ing of wire into cable. Animation
10 million persons. is again used to illustrate the fabri-

cation of alumiimm into useful

The Story of Aluminum the featured product in tiuo notable .tlununum Company

The first picture illustrates the

shapes by hydraulic extrusion.
Further scenes illustrate, by ani-
ALUMINUM is

.America motion pictures. Shown above is a scene typical of i

mining processes Uluslrated in the first film, ".4luminum, Mine to Metal" and (belo;
use of aluminum in transportation, mation, the making of castings, and the manufacturing scene is typical of the second and final reel, "Aluminum Fabricati
in the home, in building, and in the working of wrought aluminum, Processes." The pictures are thoroughly technical and educational in aspect. They he
industry. shows the sources of
It by stamping, spinning, hammering, been made available to technical groups, etc Ihi,.,i<}h the Bureau of Mines. (Jam F!and_
.

bauxite, the mineral from which welding and other processes. The
aluminum is extracted, and a series closing scenes illustrate research
of scenes illustrate the methods of work in the and the
laboratory
mining bauxite, and of crushing, many and varied uses of completed
washing, screening, and drying the aluminum products.
ore. Other scenes picture the vari-
ous processes used in converting Copper Industry Films
the prepared ore into the powdery The story of the production of
white chemical "alumina." which is copper, one of the most widely-used
then loaded into railroad cars and metals, is interestingly revealed in
shipped to points where electricity four new educational motion pic-
is cheap. Animated drawings are ture films made in co-operation with
used to show clearly the details of one of the larger mining companies.
the electrolytic process in making The methods and processes em-
aluminum metal in the form of ployed in the mining, leaching and

Number Five 1940

 —

THE AGENCY & FILMS

Bv George E-Nzinger
Vice-Prvsidcnt, Buchaticn & Company
MR. INDUSTRIAL .More and More it is necessarj' for adver-
tising to entertain and educate to be effective.
\o longer is it possible to build a business by
ADVERTISER! |iu|nilarizing a trade-mark and a slogan.
Modern development of propaganda methods
— through disguised publicity releases, "educa-
YDU WANT TO KNOW: tional" bureaus, '"promotional"' activities (which
are in reality tampering with the operation of

"^tMoA^ Can ^dffU legitimate non-commercial organizations) — all

these forms of commercial exploitation are tend-

ing to impair the effectiveness of straight-for- The Junior Sclectroslide, »ft£' automatic slide pro-
ward advertising. shows sixteen glass or filmslides on continuous
jector,
action.Now available from Spindler & Saiippe,
fr In my opinion, advertising itself must be- San Francisco, and through dealers, nationally.
Scd&Une4^? come entertaining and truly educational, if it

is to com]>etc with the undercover activities of

industrial information bureaus, household in-

stitutes, so-called research organizations, etc.

HERE ARE THE ANSWERS: The editorial departments of newspapers and

magazines are no longer a bulwark against this
1 Films open doors — get your sales- barrage of commercial propaganda they even —
men in — help them reach the ex- co-operate with its disseminators.
ecutives who make decisions, command
attention of busy purchasing
Moreover, the advertising agency man who
the
agents. still believes that straight-forward advertising can
and should be the most important form of sales
Filmsvisualize your products
2 enable the salesman to show the
promotion, will do well to study the motion
picture and its possibilities as an advertising
smallest detail of construction . . .

the most gigantic piece of equipment medium. No other medium offers such ideal The original DeJ'ry 3Snnn suitcase projector
in action. qualifications for entertainment and education developed in 1913 by Herman A. DcVry is
the forerunner of many extensive modern de-
complex in a straight-forward, legitimate way.
Films make the most
3 • elements of your sales story sim- Few agency men are qualified to produce
velopments in the field of portable projection.

ple and understandable through . . . an effective motion picture or are familiar with
use of slow motion, color, animated the existing channels for distributing it to se-
diagrams and other special techniques.
cure adequate well-selected audiences. It be-

4 Films tell your complete story

without interruption accurately,—
hooves the agency man who wants to continue THE SUPREME TEST
to be a factor in modern sales promotion to
forcefully, every time, regardless of
study seriously this new. powerful modern
the salesman's efficiency at the par-
medium.
[iR AVEN^a^^CRE ENS^
ticular moment.

A Few Prominent RIGHT off the REEL are the only screens used in the
Burton Holmes Clients (CuiUiinied from I'uf^e 13)

Latest of the 1940 New York

World's Fair
Kodak Cavalcade of Color
Austin-Western Road Machinery Company Fair Exhibit
at llie \\ orld's
pictures is Northwestern least's new breadmak-
Continental Steel Corporation • The choice of Raven Screens
ing sound movie prevued Thursday, May second, by the Eastman Kodak (ionipany
Ice Cooling Appliance Corporation at the studio theatre of Chicago Film Laboratory, as the proper '*slag;e" lor this
gripping, beautiful and symphonic
producer. Hays MacFarland & Company is the
Case Company spectacle in color was no hapha-
J. I.
advertising agency.
* -i *
zard one —
but a definite selection
prompted by the exacting require-
Libby.Qwens-Ford Glass Company
ments of the subject. The indus-
The new Watkins Family series for the Na- trial producer who recognizes the
Macwhyte Company
tional Carbon Company has gone into produc- value of carefully prepared adver-
tising and high-grade salesman-
National Enameling & Stamping Company tion by Roland Reed with the first four-reeler
now shooting in Hollywood under the super-
ship, appreciates —likewise — the
United Electric Coal Companies necessity of proper and precise
vision of William King, of the J. M. Mathes screen-rendition. For regardless of
all the workmanship and thought
Agency and Mac McMullen, advertising man- and planning that may have en-
ager of the National Carbon Company, tered into the making of your pic-
* * * lure —your audience will judge
it by its appearance on the screen.
Approximately $200,000 of this year's mil-
BURTON HOLMES lion dollar budget of the California Fruit Grow-
ers Exchange will be spent on dealer promotion
Literature —
~'
and relations. A field crew of fifty-five com-
FILMS, INC. pany representatives will be active throughout
on request

PRODUCERS • DISTRIBUTORS the country.

* # *
LABORATORY SERVICE
An increase in the use of motion pictures
7510 North Ashland Ave. • Chicago in the law enforcement field — for educating the
Telephone: ROGeis Park 5056 public, for instructing police officers, and for
gathering evidence — was noted by the Inter- RAVEN SCREEN CORPORATION
314 East 35th Street New York
national Association of Chiefs of Police recently.

[24] Business Screen

 ,^
fO&d^
^^^v^^f f(^U/^^^

With new RCA16inm.

Sound Film Projector!

MORE BRILLIANT PICTURES!

FINER SOUND!
UNMATCHED SIMPLICITY!

1. Better sound reproduaion.

Built by the same men ivho make RCA 2. Better, more brilliant projection.
Photohhoiie equipment used by Holly 3. Better, simpler threading.

u'ood studios and in thousands of top- 4. Better and more efficient cool-
ing.
flight theatres, this Projector offers you
Better reel take-up and rewind.
exclusive features that put it YEARS 5.

6. Better equalization.
AHEAD.' In all, it's better i6 ways-
7. Better operating ease.
yet is priced with the lowest!
8. Better input performance.

9. Better convenience.

10. Better framing.

SURE — the use of films is a splendid way engineers is reflected in the design and ope-
11. Better tone.
to increase sales. But you'll do an even rating ease of this new Projector. No other
12. Better accessibility.
better job if your sales story sings! And that's unit is as simple. Threading is easy because
13. Better versatility.
where the new RCA 16 mm. Sound Film threading line is cast on projection block. All
films are swiftly rewound by motor. Clean- 14. Better lubrication.
Projector comes in. It gives films tijat vital size

spark, fills them with the life and color that ing and adjusting may be done by anyone. 15. Better lamp service.

rivet attention to your message! Besides putting sing in your sales story, 16. Better portability.

Films literally float through this new Pro- the RCA 16 mm. Sound Film Projector
jector. No tugs or jerks mar performance. It "goes places" easily. May be carried like a

makes sales stories sing by lending new bril- suitcase. And you can use it with microphone Trademark "Victrola-' Reg. U. S. Pat. Off. by RCA
liance to every picture, new fidelity to every or 'Victrola Attachment. In short, it's better Mfg. Co.. Inc.

sound. An oversize reflector, condenser, and 16 ways — and is amazingly low in price! For For finer sound system performance— Use RCA Tubes
objective lens pep up the picture, provide full details, mail coupon.
10 to 20'; greater screen EducalioDal Depl. (BS.4)
RCA Manufacturing Co.. Inc.
illumination. Film takeup Camden. New Jersey.

equalizer plus exxellent elec-

Please send mecompleie information con-
cerning the new RCA 16 mm- Sound Film
i'
Protector.
trodynamic speaker stimu-
Same
late the sound — it is as clear
Cotnpany-.
at low volume as at high!
At/i/ress...
The unmatched experi-
ence of RCA Photophone
City ^
Number Five 1940 [25]
 ::

PERSONALITIES FILM FORUM

SlIDEFILMS The General Kroatlcasting Sys- Kdiliir, Business Scm'ii
tem, with studios in the Buhl Build- I have read with much interest
ing, Detroit, announces the acqui- the fourth issue of Business Screen.
sition of the Tri-State Motion Pic- I say "with interest" because for
ture Company of Cleveland, Ohio, many months I have been showing

who for more than seven years have
been producers of industrial and
commercial films.
Donald C. Jones,
the General Broadcasting System,
assumes the office of president and
motion pictures of the non-theatrical
type to meeting groups of our store
members. Occasionally a manufac-
President of turer will bring his sound machine
and run off his picture. But for the
majority of the meetings we show

AND
^PROJECTORS general manager of the
pany.
will
In Cleveland, the
hereafter operate
new com-
company
under the
films ourselves and I must say that
this phase of the meeting has be-
come '"the spice of the program!"
name General Broadcasting and While we have no funds at pres-
Show Slidefilms Best Motion Pictures Incorporated. ent available for the purchase of a
sound projector, we do own the
Associated Adds to Staff
very fine Filmomaster. Our films
Slidefilms,accompanied by sound or shown Genaro A. Florez, president of we secure from the fair list of
silently,have dramatic attention-compelling Associated Sales Company. Inc..
sources which I have built up and
Detroit, visual training specialists am
value that straight personal oral selling can il is with this in mind that I
and producers, announces two addi- writing.
never achieve. tions to his staff:
I wonder whether you could sup-
projection of Slidefilms leading L. S. Bennetts, who for the past
list of manu-
For efficient _ ply us with another
eleven years has been connected
who have silent as well
users rely on S. V. E. equipment. Made by the facturers
with the advertising and sales de-
as sound films available for our
originators of the standard Slidefilm Stereopti- partments of the Michigan Bell
use? For aside from the fact that
con, S. V. E. Projectors provide maximum even Telephone Company at Detroit, has
these industrial pictures are of
joined Associated Sales Company much interest to the men and
illumination of the en-
as account executive and writer.
tire screen area, assur-
women of our audiences, I am sure
Donald E. McGuiness. for the past that many manufacturers seek just
ing clear, sharply fo- five years with the advertising de-
this type group to whom to show
cused pictures. They partment of the Tractor Division of their films.
Allis-Chalmers in Milwaukee, has
embody many superior
joined the editorial department of
ORIOLE GROCERY SERVICE, INC.
Aaron Levin
features for the protec- Associated Sales as a writer.
tion of the film includ- if ants Retailing Films
ISew Electronics Lab
Editor, Bu^siness Screen
ing heat ray filters to
A step of far reaching signifi- * \^'e are interested in determining
minimize heat at the cance was recently taken by the whether or not you know of a non-
S. V. e. Projector Model 9
100 watts. For contact sales- aperture. They have Bell & Howell Company in the es-
commercial film, approximately
men and showings tablishment of an Electronics Divi-
groups.
to small
been widely used by .''i.SOfl feet to be used in a
long,
sion of the Company's Engineering merchandising program. By non-
critical buy-
industrial
Laboratory. With Louis A. McNabb commercial we mean something that
ers for more than 15 as Director, the new division will shows ways of improving the
years. lie devoted exclusively to design grocer's merchandising methods,
and engineering problems associated stories in connection with promo-
There are S. V. E. Pro- with sound phenomena, and will tional interests, etc. This film is to
every
jectors in styles for have complete jurisdiction over all be used in a Kimm Sound Pro-
requirement from 50- B&H research, development, and jector.
manufacturing in the field of sound If you have such a film, or know
watt units for contact equipment and television. The of one, we should appreciate hear-
salesmen up to 100, 200 Electronics Division will also au-
ing from you at your earliest con-
and 300-watt machines thorize standards for construction
\enience.
and inspection of electronic equip- DUNCAN COEFEE COMPANY
SVE PROJECTOR MODEL G for showings to large
ment, and will provide the inspec- Clay W. Stephenson, ]r.
300 Watts for Large audiences. Write for in-
tion instruments necessary for the
Audiences
This powerful Projector for
teresting folder "How to maintenance of these rigid stand- Scene from "Tuliplime at the New York
IVorUi's Fair," tiezt' all-color film of the
single frame slidefilms pro- Show It for More Effec- ards.
nationally famous Holland Bulb Industry.
vides not only brilliant iltumi-
nation for presentations in tive Presentations" and Wallace A. Moen Moves Up
halls, auditoriums and large
class rooms, but also utmost
name nearest
of pro- Assuming his new duties with a
convenience. It has as stand- ducer-dealer. wealth of first-hand experience in
ard equipment the patented the visual education field. \^'allace
S. V E. Rewind Take-Up Address
which rewinds the film in the A. Moen has been appointed As-
proper sequence as it is be- Dept. 5B. sistant Manager of the B&H Edu-
ing shown.
cational Division. After two years
of administrative work and direct
connection with visual aids in edu-
socieiy fOR visual €DUCflTion. inc.
cation, Mr. Moen joined the staff
ICO €flST OHIO ST«€€T CHICflCO ILLinOIS
of the Bell & Howell Company.

Business Screen
[26]
 MORE THAN
SPECIAL ABILITY
TRADITIONAL Eastman uniformity

backs up each film's special ability. That's

why cameramen place utmost confidence

in the three Eastman negative films

—
Plus-X, Super-XX, and Background-X.

This reliability has made them the raw-

film favorites of the industry. Eastman

Kodak Co., Rochester, N. Y.

J. E. BRI l>AT4»l R, IM., distributors

Fori l>ee Chioatfo Hollywood

II

PLUS-X SUPER-XX
for ifvnvral sliiiUo use for all diffleult sliols

BACKGROUXD-X
for hafkffrtninds and general exterior work

EASTMAN NEGATIVE FILMS

^^^^
Number Five • 1940
 NEW EQUIPMENT
NOTES ON RECENT DEVELOPMENTS IN PRODUCTION & PROJECTION
• Thk Increasi.n'G demand for amplifier, rectifier, two magnet lieen working with the lamp manu-
color in slidefilm and motion pic- dynamic speakers and all connect- facturer to produce a more brilliant

ture production this year brings up ing cables. The DeVry 16 mm. Arc lamp in the standard size, seeking to
an important consideration of the Projector is another theatrical accomplish this without increasing
showing: problems involved. With quality unit in this classification, the wattage over 750. and thus with-

the perfection of 16 mm. printing also sold complete with speaker, out increasing the heat to the point
by Technicolor and Kodachrome amplifier and other accessories. All of possible danger. The result of
processes and developments by of these units are priced at approxi- this research is the new. 750-watt,
Cine-color and others in this field, mately $1,000 to $1,200 with acces- 10-hour lamp, which, although far
the sponsor must now be assured sories, 1200-watt lamp projectors greater in brilliance than the stand-
the maximum illumination in order range several hundred dollars lower ard 750-watt unit, generates little or
to assure audiences proper screen ill price. no additional heat. The Bell &Howell Fihnoarc features
Although the minimum life increased screen brilliance
quality vital to the enjoyment of ex-
these films. pectancv of the new lamp is but ten
The new lamp is offered as an addi-
Not only announcements of in- hours, it is felt that this reduction
tional unit for educational and /«•
creased brilliance from existing is outweighed in importance by
far
dustrial projectionists, to whom
750-\vatt lamps but consideration of the added brilliancy. B & H states
lamp brilliance in long throws is of
that for projector illumination, the
the 12nO-watt sizes and also of 16 more importance than lamp life.
mm. arc projection are of interest
new lamp is excelled in light output
The new lamp will be furnished in
in this regard. Particularly before only by the 1200-watl. 10-hour lamp
the new ""black-top" type, recently
rooms under in the larger glass envelope, which
audiences in large announced by B & H. which elimi-
arc is used in the Filmo ""Auditorium"
poor lighting conditions the nates the use of metal lamp caps. It
projector insures necessary screen Projector. Bell & Howell makes it
is, of course, equipped with the well-
brilliance. Choice of proper screens Victor's luic tly'"-U!-'>iU' s/^rilK'i-r clear, also, that the new lamp does known B & H pre-focusing and pre-
described in the item behni'
is another factor deserving thought. not replace the standard 750-watt, aligning ring on the base, a feature
25-hour lamp, which, it is believed, which this company has offered for
Typical Arc Equipment Of interest in the educational
continue
will to be used in the years, to assure maximum efficiency
and industrial fields are new im-
For utmost illumination of 16 majority of home-owned projectors. of each individual lamp.
provements made by the Victor
mm. films on large screens, etc.,
Animatograph's engineering depart-
the Ampro Model '"AA" 16 mm.
ment. One is Victor's new two-
Arc Projector is typical of this type.
speaker unit in one case under one
30 Amp. high intensity arc, auto-
matic carbon feed tri-purpose am-
handle.
sity of
This eliminates the neces-
carrying two cases in addi-
How to Use
plifier, and two speakers are stand-

ard equipment. Also in this classi-

tion to the projector when two Automatic
speakers are required.
fication is the Bell & Howell Filmo-
arc which now produces approxi-
Another development is an in- Slidefilm
crease in the output of the Animato-
mately 1200 lumens as a result of
phone amplifiers, of 100% in the
Projection:
recently increased light output. This
Model 40A and 50^f in the Model
equipment comes complete with With several excellent auto-
40B. Both have separate "mike'" matic slidefilm projectors now
control built in. on the market, advertising dis-
The Am/'io Model "AA" 16/»;h Arc play directors and other mer-
Projector jor larger audiences Still another is the adding of
chandising executives can add
even greater film safety to Victor's remarkable interest and con-
film protection developments. siderable added selling punch
to window displays, outdoor
signs and man>' new exhibit
.-l/ii/jro'.s New York Office possibilities are opened up. The The New Pcliorcti Ic.oinytsor
SVE Automatic unit, the new Automatic Slide fil in Trojcctor
New and spacious quarters at
DeHaven Iconovisor, and the
515 Fifth Avenue in New York Junior Selectroslide are three screen unit showing merchan-
City were announced last month by varying types available. Here dise.
the Ampro ('orporation. are some uses: 5. PL.\TFORM LECTURES:
1. WINDOW DISPLAY: show lecturer can talk without ad-
colored or black and white mer- ditional assistance for slides.
THO-U all Lamp Doubles Lifihl
chandise evening
films in 6. EXHIBIT BOOTH: shows
Owners of 16 mm. Filnisound hours.
complete line of merchandise,
|irojectors will be interested in the 2. COUNTER .SALES: stimu- cutting size of exhibit needed.
new 750-watt,lO-hour lamp re- late "special" items with "rear- 7. ANNOUNCEMENTS:canbe
screen" showing of pictures. used in railroad station, other
cently announced by Bell & Howell.
public places, for short ads.
It is claimed that by actual test this 3. OUTDOOR EXHIBIT: pro-
new unit produces 50% more light ject films on screen on service 8. SALES PORTFOLIOS: re-
station lot, etc., after dark. places presentation books,
than the standard 750.watt, 25-hour charts, for traveling sales pro-
lam|). 4. MOVING SIGN: Use in motion uses and product dis-
adapted billboard with rear- plays, etc.
The
(Company states that for
many months their engineers have

[28] Business Screen

 Recently announced by Spindler i Sauppe.
Inc., San Francisco, is the new Junior Selectro-
slide for aulomalic projection of .'^5 mm. film
or glass sides. Sixteen 2" x 2 "
slides are con-
tained in drum and projected by
a revolving
automatic control. The equipment is priced at
$135, plus lens. The 85 mm. Hektor f 2.5 pro-
jection lens recommended by the manufacturer
is priced at SSS.OO t Pictured on Page 24).

1913 DeVry Portable Projector

As early as 1913. Herman A. DeVry had
developed a 35 mm. portable "suitcase" projec-
tor (see Page 24). Pioneer forerunner of the
extensive DeVry theatrical and portable pro-
jectors of today, thisequipment is still in ex-
cellentworking order. One of its earliest users
was the Ford Motor Company, purchasers of
one of these models in 1916!

Ampro's !\'ew Catalogue Available

A handsome sixteen-page color catalog of
the complete Ampro projection and accessory
line is now available to industrial and educa-
tional users from the .\mpro Corporation. 2839
North \^'estern .Avenue. Chicago, or from the
Screen Service Bureau of Business Screen.

New Vokar Slide Projector

A recent newcomer among slide projectors
is the new modern streamlined vokar with
powerful 100 watt prefocused lamp. Bausch &
Lomb condensers and f3.5 four inch focal length
lens.
has spherical reflector and efficient conver-
It
ir THE DeVRY "INTERPRETER"
sion cooling, with adjustable image tilt and
generous ten foot, undenvriters approved plug XHE.\TRE-QU.4LITY projeolion, is the key to efferlive screen selling.
in extension cord. The projector lists at 89.95. Wherever the audienee. whatever its size. Shownianship Denianjis
It is designed to take both Bantam size and 35 DeVry. The new DeVry 16mni. "INTERPRETER" Sound F'rojeetor is
mm. two inch glass or paper mounted slides. the unit most preferred hy experieneed showmen. It is the one pro-
Produced by The Electronic Products Mfg. Cor jector of all 16nim. units that is capable of brinpinf; your sales story
poration of Ann .Arbor. Michigan. to the screen with uninterrupted, flickerless, brilliant pictures accom-
panied bv realistic voice or sound. Since 1913 De\'ry has produced
.'i.'Snim. equipment for theatre installation: is thus ably qualified to pro-
PROJECTION SERVICE duce 16mm. projectors of outstanding theatrical quality.
'A COMPLETE'
MOTION PICTURE DISTRIBUTION SERVICE THE fINEST IN 35MM HERE'S WHY THE 'INTERPRETERS'
THEATRE PROJECTION IS THE PREFERRED CHOICE
In all phases for Theatrical and non-theatrical pic-
tures. The non-theatrical service includes supplying In (he modern audi- • Low Initial (lost • Portability • Sim-
projectors, screens, operators, etc., and transportation. toriums and conference
rooms of .America's fore- plicity of Operation • Testing Depend-
King Cole's Sound Service, Inc. most business concerns ability • Sparkling Pictures • Faith-
a" in deluxe entertain-
203 East 26+h St., N.Y. C. Lexington 2-9850 ment theatres through- ful Tone Quality • Exclusive Patented
Lfiriil opK-ratinij points in upper ,V, J'. — .V. J. and Ci>"n. out the Korld^ one of Features • Easiest on Film • Trouble
the several DeVrv 35nini.
u units: portable, semi- Free Mechanism • Huilt-ln Provisions
portable or permanent for — Phonograph — Microphone— Addi-
• A FILM
TRIBUTION
BETTER
IS
IT
AUDIENCE.
NO BEHER THAN THE DIS.
GETS. WE SUPPLY YOU WITH
EQUIPMENT, BEST
n in-lallations are carrying
on the 27 year DeVry
tradition of superb film
tional Amplifier—Sound or Silent Films.

»howmanship. Showmen EXPERIENCED MIOWMEN LIKE THESE

TRAINED OPERATORS AND TRANSPORTA- know they can count on RELY ON THEIR DeVRV PROJECTORS
TION.
Write Ud For Quotations.
DeVry Projection— 35- FOR EFFECTIVE SCREEN SELLING
inni. or 16mm.

TALKING
WATSON
PICTURE SERVICE
.

.
.

.
Ford
.

.
.

Goodrich
. .

.^llis-Chalmers
Standard Oil

. .
.

.
. Caterpillar Tractor
.

Firestone . Inter-
. . .

.
Goodyear

national H^irve.trr . . . Bell Telephone . . .

249 Erie Boulevard West Syracuse. N. Y. American Steel & Wire . . Minneapolis
.

Motine Imp. Co. Cunard Dollar . . . . . -

Lines. General Electric— and many others.

.

• COMPLETE SOUND CAR UNIT •

With highest class film PROJECTION SERVICE

available for Intensive campaigning in Penna.. Dela-
ware, Maryland, Virginia, and D. C. Also Camera-
men to cover special assignments anywhere.
LEWY SOUND AND MOVIE SERVICE
853 N. EUTAW ST. BALTIMORE, MD.
ESTABLISHED 1905

Number Five 1940 [29]

 TECHNICAL NEWS
{Cvnliiiuril front prtcri/ifit^ pn^i')

"FROM GROVE TO MARKET" Spencer Announces Aililitions Ted

cher
II.

of
Does-
t h c
Addilions to moder-
ils line of Chicago Wild-
.1 f ii'w-c<'<>f. simiiil nuttitm iiivlnrv alely priced projectors for 2" x 2" ing studios 1^

for the Fluridu t'ilrus Cinninissitm black-and-white or color films have af^pointed /-

been announced by the SPENCER Speedzi'ay post.

LENS COMPANY of Buffalo. N. Y.

Known as Model MK Delinea-
scopes group now includes a
the The appointment of Ted H.
THIS film was designed to acquaint
100-watt. a 200-watt and a 300- Doescher. of the local Chicago staff
dealers with the reasons why watt instrument. These ratings, of Wilding Picture Productions.
Florida citrus fruits come you
to however, do not reveal the actual Inc.. to the |)ost of Chief Steward of
juice-laden, tree-fresh, and appetiz- brilliance of projection of which the Indianapolis ,SO0-mile race
was
ingly attractive. the instruments arc cajiable. due to announced this month by the Con-
exceptional optical efficiency, ac- test Board of the American Auto-
No matter what your product, your cording to the company's state- mobile .Association. Mr. Doescher
sales problem or your market, Loucks ments. is well-known throughout the auto-

& Norling always provide the imagi- Spencer engineers designed all motive and advertising field.
native direction, tomorrow's photo- three models with special provision
for protecting the film from dam- New Black-top Lamps
graphic technique and a fresh script
viewpoint.
age by heat. In the 100-watt model. No moreneed the customary
the ventilation system is adequate. metal lamp-cap be used atop the
See the new Chrysler 3-dimensional In the 200-watt model a heat ab- lamps supplied by the Bell &
film in technicolor at the World's sorbing glass is included, while in Howell Company for Filmo Projec-
Fair. The first time on any screen. the 300-watt instrument a fan cool- tors. Instead, these new- B&H pro-
ing altachmeni is used in addition jection lamps are coated with
to assure adequate coding. opaque black at the top of the
This black top
LOVCKS & NORLING STUDIOS glass.
reduce greatly the light
is said
filtering
to

245 West 55th Street New York through the top of the lamphouse.
Estahlhlir<l in 1925 and of course it eliminates the
necessity of shifting the metal cap
from a burned out lamp to a new-
one.
The black-top lamp will retain
the well-known alignment locating
ring, which has been a feature of
B&H projection lamps for so many
years. This ring, which is fitted by
a recently perfected precision braz-
ing machine to each individual
"Behind tht' Camcra'\ a full-color mo-
lamp, is said to absolutely assure
tion l^iclurc of the f>lwlO(n-af>hcr*s art
in bitsincss has recently been released.
correct positioning of the filament.

Sliiftio Vrofluves

'^Behind the Camera"

THIS AIJVEHTISEMENT
Behind the Cunicra. is placed lo attract a top notch motion
produced by Raphel G. picture scenarist to a leading (-oinnicrcial
producer whose business now calls (or
Wolff to promote both i'urlher expansion.
Hollywood as a com-
The man who with us must have a
sijsns
mercial center ami his llioroush knowledge
oi" motion picture
own studio is of techni(iue. a drama lie sense and an un-
film users. derslandinia; of the sales and educational
interest to
pntblenis faced h\ those who nianufac-
It is shot direct on
lure and sell merchandise.
16nim kodachrome
The man who si^ns with us will work
stock. The picture car- with a group of men who have written
ries through the stu- pictures for the most discriminaling; list
dios, laboratories, and of clients in America. He'll find work
of wide variety and interest. He'll enJ4»v
centers of interest in
He will
jl if he is the right sort of man.
Hollywood for users have a vear 'round ji>b with earnings
of commercial pictures right in line with his ability to create lln-
and finally through the best types of commercial sound motion
pictures.
studio of Raphel G.
\ our reply will he treated in sirict
Wolff. showing its com-
(Minfidence.
plete facilities for tlie
Gilt' full partivulars lit:
production of "stills"
of tile besi qualil\. l5o\ 22, Business Srreeii iMnjiii/iiu*
The film shows ihi- 2(^ \orth Wackcr l>ri%c -:- Chicago. III.
Souttiwvit Hotels Inc. Mrs. H. Grady Manning, Ctiairmon - R, E. McEactiin, Gen'l. Mgr. technician at his work.

[30] Business Screen

THE NEW
FILMS
iConlinucil Irnin l^iiiie

"Tin- Mirach- .-/ Milk" ,s fla\-

ini/ in theatres throughout New
10 i

1
York State to enthusiastic audi-
ences. A
Paramount Production.

ITH THE current volume of mo-

\^

tion picture and slidefilm produc-

tion apparently reachino; a new
all-time record, new titles are being
screened in Business Screen's prevue
theatre almost continuously. The
Face in the Mirror (Jam Handy).
Refreshment Through the Years
(Coca-Cola). U. S. Tire Dealers
Corporation's four-unit show .Amer- .

ican Bembergs Aristocrats of

Fashion, Ethyl Gasoline Corp.'s
Pennyuise are among the "current
and choice" productions.
The success achieved by the Para-
mount-produced short The Miracle
of Milk for the New York State
Bureau of .Milk Publicity. Depart-
ment of -iVgriculture and Markets,
which has been shown in almost all
of the theatres in New York State
by this lime, is a typical example of
high standards of production now
being achieved. J. M.Mathes Agency
supervised production.

Ethyl's ISew Motion Picture:

A romantic comedy. Pennyuise.
is Ethyls latest promotional ven-
ture for dealer and consumer sho\\-

ings nationally. A top-ranking

Hollywood cast of players which
 SCRIPT to SCREEN!
• "The Finnish track stars Paavo
Nurmi and Taisto Maki are featured
in a short subject filmed in New York."
Motion Picture Herald
•".... prints of the film are now
ready for Release to the motion pic-
ture theatres of the nation . . . ."

New York Times

• ".... booked and played in selected
first run theatres in every state in the
^""""y-"
Variety
'. . . . prints are circulating and re-
guests are still coming in."
BoxoiGce
• "An all time high in speedy distri-
bution and national theatre coverage."
The Film Daily
-k IN TEN DAYS OVER
10,000.000 PEOPLE ACCLAIMED
THE MEMORABLE FILM
"FINLAND FIGHTS"
Produced and Distributed
by

EMERSCN rocrE
STUDIC
245 We»t 55fh St. Telephone:
NEW YORK CITY Circle «.3«tt

SLIDEFILM PRODUCERS

r
OUAIITY PRODUCTIONS
BLACK & WHITE & IN COLOR

dfc)(nmJ
Division of S A R R A, I n c

WHIIehall 7696 16 East Onlario Street Chicago

For "DRAMATIZED SELLING" |

I
I in sound slidefilms or in live |
j talent plays, written and pro- |
I duced to fit your needs . . .
|
I wire, phone or write. |

I
PAUL HARRIS PRODUCTIONS |
= 440 So. Dearborn Street Harrison 3983 =
% Chicago, Illinois =
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

S^ p?
RURAL AUDIENCES AWAIT GOOD FILMS
llllllllllllllllllllllllllllllllllllllllllllllllllllll Business Screen t'Uils the Peoria Advertising Club 'lllllllllllllllllllllllllllllllllllllllllllllllllllll

{Continued jrom Page Six) as other industrial products and distribution. It

film usage as well as production. The world- was Mr ernards organization which has so suc-
\

famous Caterpillar Tractor works has an exten- cessfully jiroduced the 4-H and Future Farmers

sive department as well as a permanent theatre films shown throughout rural America. One of
for employee showings; Hiram \^alker, Key- these, Under the i-H Flag, has been judged
stone Steel and Vi ire and many others have and the best of its type by this class of audience
are using both motion pictures and sound slide- and the newest one. The Green Hand, is now-

films for a variety of tasks. We couldn't have being widely acclaimed as a significant contri-
told these experienced sponsors a great deal of bution in the advancement of Southern agricul-
news in the brief time allotted to us. but perhaps ture through the Future Farmer movement.
showing and our helped those others
the film
who may have
the exclusive property of only the largest
believed
talk
that the medium was
manu-
Offers Unique Production Theory
Venard himself reviews The Green Hand with
THE VE\UD
unsparing directness and cites the difficulties
facturers.
encountered in working with an untrained ''home
Producer Is Ri^^r^l Specialist talent"' cast. But it is the enthusiastic accept- IIR(i\\IZiTIO\
Peoria is the home of C. L. Venard. specialist
ance of this tvpe of picture among the people

in production and distribution of a really unique

whom it is intended to influence which is really
significant. Such audiences overlook the ama-
form of agricultural film productions as well
teurish performance of the principals and ap-
pear to find an immediate sympathetic bond with
EMBLEM OF CONFIDENCE them in absorbing the social message. That
confidence and enthusiasm for the Future Farmer
movement is engendered cannot be doubted.
At its premier in .4thens. Georgia, earlier this
PRODUCTION
HEADLINERS year.
persons,
The Green Hand plaved
who poured into the
to thousands of
town in busloads,
in One Reel MUSICALS on a rainy Saturday morning, to witness the film.

We have ju^^ released in 16 MM. »ound

film a series of 13 musical shorts with
Subsequently shown to rural audiences and agri- DISTRIBUTION
cultural education groups throughout the South,
well-known entertainers and big name
orchestras among which are titles such it may be indicative of a means of approaching
as International Rhythms, Carnival Show
and Maids and Music. Featured in these
films are: J. C. Flippen, Jan Peerce, Roy
such audiences through realistic films
of public relations and institutional advertising
in matters
AND
Smeck and his Aloha Islanders, Gus Van, specialty.
The < Charioteers, Original Dixieland Jazz
Band, Dorothy Stone and over 60 other liuRAi. Audience \^'elcome Films
stellar performers.
* I^ong ago the success of International Har- SLIDEFILIVIS
Our COLOR CARTOONS in 16 MM. vester's Farm Entertainments and similar rural
sound film are tops! Write for new distribution setups for Deere and Companv have
catalog listing these and 1500 other films.
shown sponsors the widespread interest of farm
audiences. Such dealer showings usually play to
WALTER 0. (illTLUHN, Ini.
packed houses. The work of county agents
33 West 43th Street New York
throughout the country is another powerful
factor aiding the sponsor. These men almost
universally regard films as a great help in rural
education and a great number of them have
Specialists PRODUCTION in of sponsored showings on their own initiative for
PEORIA, ILLINOIS
a good many
MOTION PICTURES years.

for Inclu9lri«4 and Co lunitiea. Blark and

Color, Mlrnt or Sounc Cameras Proj«rlori for
Sale or Re-ntal.

COMPLKTK LIBRARY
Universal Ih
<;L.\F:K\,K SERVICE . . . FILM
PATHESCOPE CO. of the Xorth East, Inc.
438 STIART ST. BOSTON, MASS.
_ SOIND PROmOR 6^_
HAS EVERYTHING!
. LOW PRICE • FOR SOUND OR SILENT FILMS FOR
FILM SHIPPING CASES PUBLIC ADDRESS OR PHONE FULL POWER AMPLIFICA.
•
•

TION 12" HEAVY DUTY SPEAKERS* REELS TO 16" • RE-

•

VERSE ACTION STILL PICTURE CLUTCH • CENTRAL OILING

•

. PERMANENT CARRYING CASES • LICENSED- WARRANTY

SAFEGUARD YOUR FILMS Low in cost. Universal

Sound Projeclori offer yov oil of
16MM
the important new feotures. Four
models. For all purposes. Simple
INSIST PROTECT to operote. Economical to main-
ON U RECORDS tain. Licensed. Guaranteed.

FIBERBILT AND FILM UNIVERSAL

SHIPPING WHILE SOUND PROJECTOR DIV.
1 9th & Oxford Sti., Philo., Po.
CASES IN TRANSIT —
New Ywk Office 1 600 Broadway

Number Five • 1940 [33]

 TELEVISION
{Cdiilinufil jriijn I'li^c 1() I

television program of the future:

probably of primary value will be
a combinatiqn of all three. The
mobile unit can offer sponsored
sports events, man on the street
- - -

shows, news as it happens, or such

featured events as Bob Ripley in a
pit full of rattlesnakes. The studio
program, as the foundation, really, Dowling & Bronmell produced film
"Hclfjul Hciuy" IS ttlciisl hy Dm, L,\-
of the whole schedule, will present Slaliuu to U'l-st Coast andiemes
musical shows and plays. Motion
picture television has as much to
offer as the other two tools: its pos- Television does not offer a very
sibilities include use as transcrip- wide audience at the present time.
tions are used today, quarter-hour .\s the audience begins to grow,
cliffhangers, minute commercials, however, there will be available to
and also such other uses as daily the commercial film sponsor one of
news reels and retelecasts of sports the best media for the presentation
events at more advantageous hours. of institutional a n d advertising
N.B.C.'s television production de- messages: television of commercial
partment has found that the tempo films. Undoubtedly, after the first
of the radio show or of the commer- period of transition and growth of
cial film is far too slow for the tele- the audience, films will be made for
vision program. For commercial the prime purpose of use by the
application it will not be enough to television stations: until that time
give the advertising spiel through television must remain a secondary
an announcer, it must be illustrated consideration for the film adver-
and dramatized, and yet. not in the tiser, but decidedly worth watching.
maimer of the commercial film; the \ knowledge of advertising film
tempo of motion picture technique production and use is an obvious
must be stepped up for there is far advantage.
loo much distraction in the home as
compared to the darkened theatre Pacific Coast Telecasts:
and every precaution nuist be taken
* Frequent showing of industrial
to hold the viewers attention lest,
films by the Don Lee television sta-
moment's inattention, he be lost

DOUGLAS
in a
tion has included selected General
entirely. ,\\. the present time com-
Motors films.
mercial movies for television on
N.B.C. must not have too blatant an Other typical industrial films

advertising message. Under the transmitted recently by the use of

21-PASSEIVGER PLANES present policy of the company — not 16 millimeter sound prints are:

paying for pictures nor charging
With carefully designed to provide the max-
its sfliediilcs
for showing them —
educational or
imum in frequenev and convenience, Cliicago *X Southern entertainment qualifications
offers vou quick access to every important city in tlie Mid- prime requisite. That these qualifi-
west and South — in the greatest comfort, security and
cations will relax whenever tele-
luxurv now available in modern transportation. This great vision begins sponsored operation
new fleet of famous Douglas DC-3's has been made possi- on a permanent basis to permit a
ble bv the ever mounting popularity of the services of- more pointed message to be trans-
fered bv Chicago iS; Southern. Thousands of travelers have mitted seems very likely. "Family""
saved time and money flying "The Valley Level Route" type pictures seem to have had the
on both business and pleasure — thousands more will do best response so far. probably be-
so, faster, and in greater comfort, during the years to come. cause of the fact that these films go
Helpjul Henry, a comedy from In-
ternational Harvester Company.
are a Hauaiiun Harvest, a thirty minute
educational film frozu the (!alifornia
and Hawaiian Sugar Refining Cor-
poration, and Trees and Men, a
forty minute picture from the
Weyerhaeuser Timber Company,
these being pictures produced by
Dowling and Brownell of Holly-
wood. Approximately 800 televi-
sion sets are in use in the thirty

into the homes of the audience, mile radius of territory now being
which fact need not be considered reached from the Don Lee Los An-

CHICAGO & SOIITHERI so much for theatrical .showings. seles station.

/liA^ JlUted^
Ftpr Keservatiims iinti
Injornialiuii Call Your
Travel
—
C.hiiafio
Afieiil in
I'orlstiumlh 9010

flJGHTS_
SERVICE ON
ftLL
SfEV^^RDESS
Typical malum picture prodacli,;, .>,./!. al the Iiiiiic Eastern Senice Stadias tit

Long Island City with the recent, vitercsting Masland Company film m the making. ii

Business Screen
[34]
 MODER\ SiLESlll\SHIP

• As office lieaclquarters for many of America's foremost iiatioiiul

business or«anizatiuns. Twenty North Waeker Drive has hiiij; heen

recognized as a distinguished business address where efficiencv

and convenience are paramount. But modern business todav de-

mands more than just office space and local transportation: today's

lAljuM-i Till' permanent llieatre of the Chicago Lighting needs include customer facilities, fre«|uently-needed space for sales
Institute is typical of meeting rooms at 20 North \^ acker.
gatherings, conference rooms and many other social and business

requiremenls. In its liiviirious Club Floors and many types of

theatres and meeting rooms, this 42-5lory tower possesses real

unti unique advantages worth every executive's inquirv.

THE LIGHTING INSTITUTE THE.4TRE: typical of small theatres

available to residents at Twenty North Waeker Drive is the modern

theatre of the famed Chicago Lighting Inslilnle. Here permanent

theatre seats, indirect illumination and oilier facilities furnish

an ideal setting for business and advertising gatherings.

STUDIO .\: aniitlier ol the ideal locations for sales meetings or

other business functions is the beaullfnl anil acoustically-perfect

sludiii on the forty-second floor.

Here Studio A on the 42nd Floor at Twenty Xortii \^ acker

Drive shown. One of Chicago's finest modern
STUDIO B: among smaller meeting and conference rooms is
is studios.

this sound-proofed studio room also on the forty-second floor. Here

film prevues, radio recording and other

mo«lern business activities are comlucted

l)> residents.

All L\qi:ikies to
AuDi(i-:ss

The Office of the President

Ml!. J\MES C. THOMPSON

1 N T 11

Ideal for smaller gatherings, film prevues or other ad-

I
vertising and sales functions is the Studio B theatre.
 M * I
("IWonder")

7 : (-

Now available for all sales

meetings and all store meetings
I
In the perilous l>usiiiess of selling, do arc dramatized vividly. Tlic
i the mistakes ni;ule by most sales Way to better selling methods is
j
people are due to their inability to clearly described. This sparkling
I see themselves as others see them. new talking picture is now avail-

j
Once the salesman appreciates his able for sales meetings, large and
mistakes, he is on the road to im- small.
provement and more sales. Every salesman should be afford-
Such is the thinking behind the ed the opportunity to see his own
new Jam Handy special, "The Face "Face in the Mirror". Address
in the Mirror". Both the good any of the Jam Handy service
and bad tilings which salesmen ofliccs listed below.

Be sure your Salesmen see this inspiring new talking picture!

JAM HANDY Oa •amjatia/t

Sales Meetings • Slidefilms • Talking Pictures • Convention Playlets
r^.
18
New York
West «th Sir.,
% Hollywood
iod Boulevard 230
-k Chicago
N Michigan Bou
• Detroit
2900 East Grand Boulevard
•k Dayton
702 Mutuol Home Building
* Boston
25B Park Square Building
* Wilmington
922 Shipley Street
• Cincinnat
921 Union Trust BuiMind
rin-uijiyjniuwyiiji

IN THIS ISSUE: SCREEN ADVERTISING IN 1940

CARTOON ANIMATION; HEALTH EDUCATION & FILMS
as 1
 # One two (He lives a lifetime in that mad plunge earth-
. . . . . .

ward) . nine . ten* — then a puff of white in the sky happily

. . . .

checks his rapid descent . . .

Such experiences prove it's not the orbit of the second

hand that measures the length of a minute, but rather it's the
intensity of interest or excitement contained therein.
So we say to advertisers and agencies just this: Take one
minute. By means of motion pictures fill it with Sight, Action,
Color and Sound. This Minute Movie Minute is a Big Minute
-big enough to demonstrate and describe your product
story, big enough to create a more lasting impression because
it reaches your prospects through eye and ear simultaneously.

We'll help you work out production details for your Minute
Movies and book them as part of the regular performance in
as many as desired of 8800 theaters, located from coast to
coast. Screening cost $3.00 per thousand people reached.
Write today for facts about current Minute Movie campaigns.

Jjc For safety's sake, the CAA and the

U. S. Government have decreed a
parachute jumper should count to
ten before pulling the cord.

GENERAL SCREEN ADVERTISING, INC.

WRIGLEY BUILDING CHICAGO, ILLINOIS

i
 INCORRECT THREADING

OF FILM IS POSITIVELY
No More Damaged Film!
MARK UP another bull's-eye for Bell
engineering! The your
&.

last possibility for

valuable business films to be torn by the sprocket

Howell
* Pne^ue^ded BY NEW
has been eliminated. Instead of adding annoying
gadgets in an attempt to protect film after it has B & H SAFE-LOCK SPROCKET
jumped the sprocket due to incorrect threading
or because of previously damaged film perfora-
tions, Bell&Howell engineers have gone straight
to the cause of most film damage and eliminated it
once and for all. That is exactly what the new
Safe-lock Sprocket does. It prevents film Jrom be-
ing incorrectly threaded.
ple device — easy to use.
an exceedingly sim-
It is

To
thread the film, the
SEE HOW EASY IT IS . . .

operator simply places the film approximately in

place, flips the Saje-lock guard, and presto the —
film is automatically, perfectly, and safely placed
on the sprocket and locked there. It can't jump
off and tear itself on sprocket teeth.

FILMOSOUNDS ALSO EQUIPPED WITH

NEW CONSTANT-TENSION TAKE-UP
The new B&H self-compensating constant-ten-
sion take-up is another improvement now incor- ^1
porated in all Filmosound Projectors another —
simple but effective device that eliminates take-up
troubles at their source. Constant-tension take-up
automatically maintains the proper pull regardless
of the size of the reel — regardless of the amount
of film on it. The entire length of film —long or
short — is taken up smoothly and evenly.
Why this Sound Projector

is a Sensational Success
Leading Industrial firms and schools
Check these AMPRO features! are ordering and re-ordering the
new AMPROSOUNDS in ever in-
creasingnumbers. Behind this
• NEW —
sound loop synchronizer Permits perfect synchroniza- amazing success of the new Ampro
tion of picture and sound by the exact forming of sound
loop. Guesswork is eliminated. Re-setting of sound loop ac-
Sound Models "XA" and "YA" lies
complished without stopping projector when loop is lost a story of numerous superior fea-
through faulty film and without damage to the film. tures that have set new standards
of performance for 16mm. sound-
• EXTREME —
quietness of operation Runs so silently that no
on-film projection.
"blimp" or covering case is required.
• EA.SE —
of operation All operating controls centralized on
one illuminated panel.

• MAXIMUM film protection —

A triple claw is used for mov-
ing film, engaging three sprocket holes simultaneously. Film
with two adjacent torn holes can be successfully used.
Ampro patented "kick-back" movement lifts the claws from
the sprocket holes before withdrawing, eliminating film
wear. Take-up compensator prevents starting strain.

• IMPROVED —
sound optical system The light from the ex-
citer lamp projected directly and optically onto the photo
is
cell without the losses or distortions normally encountered
when mirror, prism, or mechanical slit is used.
• IMPROVED light optical system —
In perfect alignment at
all times, pre-set by the factory. Projection lamp base ad-
justable so that filament can be moved manually into perfect
alignment with optical system. The Reflector and Condenser
lenses are mounted on front cover for quick cleaning with-
out the necessity of using tools.
• 1000 WATT Illumination provided— AMPROSOUND
Models
"XA" and "YA" are approved by the underwriter's Labora-
tories for lOUU Watt lamps. A 750 Watt Lamp is normally
furnished as standard equipment but can be interchanged
with 1000 Watt Lamps.

• PERMANENTLY attached reel arm.s— for Quick-

Set-Up —Reel arms are permanently attached;
merely swivel into position for instant use. Accom-
panying belts, always attached, swing directly into
position.

• iS.MOOTH —
sound Entirely free from waver and dis-
tortion due to its finely balanced flywheel, mounted
on airplane type grease sealed ball bearings, and
Ampro's patented film guides. Curved film guides
placed before and after the sound drum and sound spocket
prevent the film from flapping.
• IMPROVED sound drum and
filter —
Mounted on precision
type of sound drum avoids sliding
ball bearings, the rotating Also a Complete Line of
—
action between the drum and film prolong film life and
maintains high quality sound. Curved film guides before
and after sound drum eliminates weaving and "Belt action."
Precision Silent Projectors
• SIMPLIFIED —
threading Same as threatling silent projector, Ampro Silent Projectors have been long famous
with exception that film also loops around sound drum, for their brilliant illumination and ease of op-
eliminating looping film over a third sprocket. Film guides
eration. They are today approved equipment in
assure correct, easy threading.
thousands of schools, colleges and homes all
• FA.ST Automatic rewind
— 1600
—400 ft. reel rewinds in 35 seconds over the world. Among people who know
ft. reel in 75 seconds without damage to the film.
No transferring of reels or belts.
—
Ifimm. projectors Ampro is recognized as
the standard of quality. Send coupon today
• USES Standard lamps — Standard prefocused lamps, up to for catalog giving full particulars including
1000 Watts. "Special" high priced lamps not required. the complete Ampro line.

Please send me the new 1<)-I0 .Vmpro CulaliiK. I uni

purlicularlj' inierefited in;
n New .Vniprosoiind Models "XA" an.l "VV"
PRECISION CINE EQUIPMENT ;j Aiii|'«"« Kimm. Silent and Converiiblt- Ui S.mn.l I'r.i-

M
je.lur~.
Ampro Tri-Purpose

A P R 2839 N. WESTERN AVENUE

CHICAGO, ILLINOIS
_J

Same
Addrett., „
Public AddrcH8

.-.
isyt«lcm.

iai. ____._ — .. — —
r.ity Slate RS-fi Ml
.
 The Simple
in Cartoon
''IDEAS-WELL EXECUTED If
If you want proof Ifial
Plans gel results, cfieck wiltr
American Can Company
American Machine and Metals, Inc.
The Bates Manufacturing Company
Wallace Barnes Company
Black & Decker Manufacturing Company
Cadillac Motors
Calco Chemical Company, Inc.
S. H. Camp & Company
Cluelt, Peabody & Company,
Congoleum-Nairn, Inc.
Dictaphone Corporation
E. I. duPont de Nemours
Eberhard Faber Pencil Co.
Ethyl Gasoline Corp.
Godfrey L. Cabot, Inc.
The B. F. Goodrich Company
Hart Schaffner & Marx
Jenkins Bros.
Johns-Manville Corporation
Kenwood Mills
National Biscuit Company
National Lead Company
Pepsi-Cola Co.
Socony -Vacuum Oil Company, Inc.
Swift & Company
Talon, Inc.
The Texas Company
OR ANY OTHER CARAVEL CLIENT
Number Six 1940
Secret of Success
Animation • • •
PRODUCING successful screen advertisemenls— as
Caravel
INindeed in producing successful business films of
whatever sort — there is no escaping the time-old for-
mula, "Ideas— Well Executed."
Evidence of Caravel's skill in developing money-
making ideas may be witnessed in its new series of
Technicolor Minute Movies featuring on behalf of
the Pepsi-Cola Company the miraculous deeds of its
two policemen, Pepsi and Pete. Cartoon drawings,
Inc. animation. Technicolor photography, optical effects
and musical scoring entirely by Caravel— in Caravel's
own studios.
Ability toproduce films of high technical excel-
lence isimportant. But even more important is the
skill which goes into the preliminary planning.
As a result of wide experience in creating sales pro-
motion programs of many different types, Caravel is
especially equipped to advise with you in the profit-
able use of business films. For the coaching of a far-
flung sales or dealer organization ... for the spurring
of indifferent middlemen ... for the educating of buy-
ers with respect to points of quahty or manufacturing
techniques for the creating of improved relations
. . .
between management and labor... for the stimulation
of consumer buying . .
A Caravel Plan is more than a motion picture or a
slide film; it is a completely rounded program which
directly leads to mcieased sales. Ask our clients.
CARAVEL FILMS INCORPORATED
New York •730 Fifth Avenue • Tel. Circle 7-6112
rsi
 '

C^^TO®K]^OLB^§.[Lm
COMMERCIAL ANIMATED CARTOONS RECENTLY COMPLETED IN OUR STUDIOS
FOR THEATRICAL DISTRIBUTION

COMPANY PRODUCT TITLE

Shell Oil Company, Inc. Golden Shell Motor Oil " Sqiiirt III Tune"
"Cops iiiid Robbers"
"Piston Kodeo"
'

"Time Counts
"Cross Country Kun"
"Endurance ReLn"
W. K. Kellogg Company Rice Krispies "The Pantry Purge"
"Breakfast Pals"
Breakfast Harmony
"Sinking, Sinking, Sunk"

Lever Brothers RlNSO "Let's Come Clean"

"Grime Does Not Pay"
"Foiled Again"
"Meet The Champ"
'

Kraft Cheese Company Malted Milk Week-End Par

"Does The Shoe Fit"
'

Energy Up-Batter Up
"Milk With Oomph"
"

Miller'sMutual Flour Association Flour "He's Champion

Westinghouse Electric & Mfg. Co. Westinghouse Minute Movies (^Animated Portions^

Ford Motor Co. (Non-Theatrical) Parts Keep This Under Your Hood'

YOU ARE CORDIALLY INVITED TO VIEW OUR RECENT PRODUCTIONS IN THIS SUCCESSFUL ADVERTISING
MEDIUM
NEW YORK - 30 ROCKEFELLER PLAZA STUDIO - BEVERLY HILLS, CALIFORNIA

THEATRE DISTRIBUTION
Results of recent distribution surveys are available to clients and distribution can be effected through our facilities
or those of other cxistini^ placement companies.
• ThERK is ,M STli'UBl.K I'HIDK ill

the news of recent production ac-

tivities in this industry. Tlie only

original developments within re-

cent years in the art of the motion

picture as well as in still projection
have come out of this commercial
field.

Willi the tremendous need of

HollywiKid for new forms of en-
tertainment and audience attrac-
tions to support the entertainment
industry's two hillion dollar in-

vestment in theatres, it might he

logically felt that inventive genius
would hi' well served in this field.

Instead it has remained to com-

mercial |)roducers to present the
first all - Technicolor three - dimen-
sional films and to screen for the
public such outstanding reels as
Audio's Symphony in F (Ford I

and such documen-

fine business
taries as the Handy-produced Rr-
freshmenl Through the Years u
(Coca-Cola) and the many new
Wilding productions now being
NEWS AND COMMENT OF THE N D U S T R Y

screened throughout the country.

\ear. If \ou ihiiik the |iroducer's ()t Progress in Chicago in 19-'^] in F. .Mr, Ludigs choice of the
A ISetr Medium? lot is an easy one. read on: and we are hoping that Symphony title. Symphony in F. suggests the
News that cunliiiuous motion "In 19.'W .\udio produced Rhap- in F will be even better. Mr. Ed- manner in which he treated his
picture projectors may soon be sody in Steel for the Ford Motor win E. Ludig who composed the score. The key of F. a particularly
placed in taverns and other public Company. That picture was ex- score for Rhapsorly in Steel also joyful and melodic one. is used to
places either for coin machine or tremelv successful at the Centurv composed the score for Symphony create the theme passage upon
advertising use has come to us
^lllllllllllllllillllllltlllilliiiliiillllllllllllltllllllllllllllllilllllilliiiiliiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiilliiiililiiMliitlllllMllliiiiiiiiiiiiiiiiiii^
which the symphony is built. This
from Hollywood, ('hicago and New theme recurs in the score with vari-
York sponsors. This new equipment
is being promoted actively by at
BUSINESS SCREEN I
ations and movements branching
off as the picturization moves into
least one verv prominent national I VOLUME TWO • 1940 • NUMBER SIX | many fields. But each time the
manufacturer with adequate service i Cover: Tlif Film Itidn!<trt/: Cnniern, Juc. |
"Theme in F" is heard, we always
facilities and hy several others. find ourselves observing on the
I World's Fair Letter 10 |
To all of them we offer this word The Film in War and Peace 13 screen Ford idea as the con-
the
I |
of advice: put the machines into 1 Screen Advertising and the Audience 1-5 i structive and impelling force to-
operation for a reasonable trial So You Want to Write a Scenario? 16 wards progress and prosperity.
I |
period and prove public acceptance I Major Markets Under the Microscope 17
| "On the production side, we used
before you seek an audience with 1 Local Dealers Say "Yes" 18 | two complete Technicolor crews for
the advertiser. I Ad Films on Foi-eign Screens 19 | a period of two months. Part of
I Animated Cartoons 20 f this was due to the fact that the
Producing '^Symphony in F" i Verses from "The Dunciad" 22 § contains a considerable
* One of the really illuminating picture
I met3.\s—U: The Story of Nickel 23
|
documents of the industry came Health Education & Films: .4 Survey 25 amount of stop motion photogra-
I |
to us the other day in this letter phy. As you know, stop motion
from A. J. Wilson of Audio Produc- = • Business Screen Magazine, issued by Business Screen Magazines, Inc.. 20 Noi-tti 1 photography is produced by photo-
1 Wacker Drive. Chicago, on June 15. 194(1. Editor, O. H. Coelln, Jr. Associates, : =
tions executive staff, telling about = R. C. Danielson Seymour. Jr.
: New York offices: Chanin Building.
Robert = graphing one frame at a time and
= Phone Murray Hill 4-1054. Acceptance under the Act of June 5, 1934, atlttiorizcd ^
the detail and down-
]>ainstaking = Febniary 20, 1939, Issued 8 times annually plus 4 special numbers (not cir- — = moving various parts and objects
1 culated in the business field). Subscription S2.00 for 8 numbers. Foreign: S3. 00.
hard work experienced in the
^ just enough so that when the pic-
right = 50c the copy. Publishers are not responsible for the return of unsolicited m.s. ^
= unless accompanied by stamped, self-addressed envelope. Entire contents Copy- s ture is projected at the rate of
production these past months of the = right, 1940. by Business Screen Magazines, Inc, Trademarit Reg, U, S, Patent s
new Ford sound movie for New = Office, Application for entry as second-class matter is pending- = twenty-four frames per second, the

York World's Fair showing this (Please turn to Page 31)

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiHiiiii^
f, I IIIIIIIIIIIIIIIII1IIIIIIIIIIIII

This Month: Screen advcrlisuui The production story of the neu' Ford- Coca-Cola's •'Refreshment Thromjh PnPonI (Finishes Division) is the
Years" reviezeed on paye \i sponsor of another recent picture
passes in rez'iew read about this mitch sponsored World's Fair film"Symphony the is
discussed on page
:

others on paye 31. zehich is 31, too.

discussed medium on pages l.S-21. in F" told in this issne on paye Jl. of this issue:

WW
''FOR THE MOVIES AND SLIDEFILMS WE PRODUCE
WE RECOMMEND
DwrE
(Reg. U. S. Pat. Off.)

THE SCREEN OF KNOWN SUPERIORITY'

QeoA.<fe. &ioAcft
PRESIDENT

RO B/U(2 K
N C O R
''
UAjm^atlmUi
15 EAST BETH UN E AVENUE • DETROIT • MICHIGAN

"\^ e feel thai a sponsor who spenils llioiisaiids of dollars for a

movie or slitle-film doesn't want its effectiveness impaired by
poor screening. If he gels poor screening, it will invariably be
Scene from the talking slidefilm AUcr the Sale Is Over produced
recently by Brobuck, Inc., for the Central Service Division of the attributed to our photography, or camera work. So we have
Chrysler Corporation. It is shown here on the Da-Lite Challenger
—
Screen the only screen with square tubing in the tripod and exten- foinid it good business to recommend only a screen of known
sion support to hold the case aligned. 12 sizes from 30x40 in. to
70x94 in. inclusive, from $12.50 up. Prices slightly higher on superiority.
Pacific Coast.

The simple, sturdy construction of Da-Lite screens insures free-

dom from grief because they stand up under constant handling,
transporting, and use, particularly by salesmen.
OTHER RECENT BROBUCK PRODUCTIONS
ALSO SHOWN ON DA-LITE SCREENS: "Our nine salesmen carry Da-Lite screens and use them in their
daily work; yet, we never have had to replace or repair one, or
• "ItuilfUng a Bigger Business for Greater Profits'"'
— for The Firestone Tire and Rubber Co. even experienced any grief. Also, of the hundreds of Da-Lite
screens we have sold to our clients, we have never heard of or
• '^^Sales Managing Your Sales Force'*
— for ilic OldHniobilc I)iv. of General Motors SaleH Cnr|i. received a complaint. Obviously, we will continue to prefer and
recommend only Da-Lite screens."
• ^'IT'e've Found a Better Way*'
— for the Kelv of Nash-Kelvinutor Corp. BROBUCK. Inc.
George Brosch, President
'*/! Loan Well Made Is a Loan Half Collected"
for Household Fiminre Corp. This staleinenl by Mr. Broscli is lypical of many enthusiastic reports from
users of Da-Lite Screens. It indicates the superior projection and ni<>re
"Happy Heat'* dependable ser\'ice which yon also can obtain with I)a-I.ite e(|iiipinent.
There are surfaces, styles and sizes to meet every re(|nirenient. Send the
— for Deico Heater Div. of Gei al Motors Sales Corp. coupon now for the 48-pase Ua-Lile Screen data bo4>k.

fKl^ DAI A BOOK Mail Coupon Today!

DA-LITE
-?/^M/ Ck^mce ofULeadutf 'PAocUece^ts-, VlOtU^^etin^
SCREENS
 MANAGEMENT
detcrmtncs trie success of
a nation-wide
Manufacturer- Dealer
Cooperative Movie 1 rogram
Here at UNITED for more than seven years we have
been successfully managing dealer cooperative movie
programs for manufacturers. If you are considering
such a program, it will pay you to come where they
know how . . . where they have been doing it for years.

UNITED handles your program from script to screen

. . . Merchandises your program to your dealer organi-
zation through the services of the Association of Ad-
vertising Film Companies . . . Several hundred field

salesmen to sell the program to your dealers under

your own policies . . . Almost ii,ooo theatres in the

United States under regular contract and available to

^ your dealers for the screening of your films.

For consultation, suggestion;, and full details

UNITED FILM AD
SERVICE, INC.
CREATORS-PRODUCERS-MANAGERS
Kansas City, Mo.

Member of Associa-
tion of Advertising
Film Companies.

7-PHILCOs iHufch.n.
Disti-ibiitor for Gen-
Advertising Company eral Screen Advertis-
<"c.) Cooperat.ve ing. Inc. .Chicago, and
Pro-

^
gram for Its dealer: Screen Broadcast Cor-
poration. New Yor/(.

•"i!

[9]
Number Six 1940
 :

V P
*'!

May HO. I'Ull good idea: there was a long wait

• Last
Fhisliiiig
si.ndav.
Meadows
changes had taken place in Mr.
I ivoiil

to see
out
what
lo
RIJ'S FillR
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiih
LETTER between performances Sunday and
some people
than wait.
left the theatre rather

Gibson's Fair of 1940. For the past The feature allraction in the Food
This year's edition of the Neiv ) ork W orld's Fair presents another
weeks it had appeared that Mr.
outstanding illu.slrution of the teide and varied uses for the busi-
Building is National Biscuits
Jupe Pluvius was settling down to Mickey's Surprise
Party. and
ness film. Here Business Screen's Eastern editor tells about them.
the status of a permanent exhibit. Around Clock with the Cues.
the
In view of this constant inclement These are hold-overs from last year,
be shown between each demonstra- and needs no additional praise. I
weather, however, it would seem and I am told they will be shown
tion. DnPont guides told me that did think, however, that a newer
that the attendance has not been again throughout the season. At the
there had been some talk of using a print might have been used. At the
too bad; to date (17th day), the session I attended the hou.se was
movie in the hall at the end of the showing I witnessed, the film was
attendance has been over 1 .300.000 just as full of happy, shrieking kids
circular chemistry exhibit, but that badly scratched.
last year this time it was
at as ever.
is just a rumor. Coca-Cola has taken over an en-
1,600.000. With brighter weather The Story of Lucky Strike is
Petroleum is back again with an- lire building this year and is show-
admissions should pick up con-
other puppet picture. It seemed but ing Refreshment Through the Years,
again on view for American
siderably in the next month. Toliacco. I was told that there were
little different from the 1939 film. the new Technicolor film which
The Chrysler Theatre was the first plans afoot to bring in a new film
Men Make Steel is being shown shows the part Coca-Cola plays in
stop on my tour. They have the shortly.
in a small theatre on the second American Industry. I thought it
much heralded new Stereoscopic The MacFadden Theatre of 1939
floor of the U. S. Steel Exhibit. This was a fine clean-cut presentation.
Technicolor film depicting the has been taken over by Household
Technicolor picture is well known Continuous showings might be a
building of a Plymouth in stop-mo- Finance who again have Edgar
tion. Aptly titled. Neiv Dimen- Guest.
sions, it is a worthy successor to
Coty has a new Kodachrome.
last year's smash hit. in fact, it was
Living Color, which should be a de-
one of the very few places in the
lightful surprise to doubters of that
Fair Grounds on this drizzly day
process. If the projectionist would
where I saw anyone waiting in line.
focus the film and turn down the
The new Chrysler picture is pretty
speaker just a little it would hel|i.
much the same as last year's attrac-
The feature of the film is the beau-
tion except that it is in color. You
tiful optical work,
showing the
still hear the bowls of delight when
blending of face powder and rouge
a cam shaft seems to hit you in the
and the remarkable color accuracy
eye.
attained.
Across the street, the Ford ex-
hibit has a new theatre featuring a
Johns-Manville. who displayed
pictures in large quantities last
ballet, a clever fashion show, and
year, have turned over their theatre
the beautiful new Technicolor
movie. Symphony in F. The Ford
lo Vi MCA for broadcasts emanating
from the Fair Grounds. Frankly,
Exhibit seemed to lack an entertain-
considering last year's films at this
ment quality last year, that one
quality which prevents Elmer from exhibit. I think it was a wise move.
Motion pictures an exposition
at
wandering tbrough an exhibit in
such as this must keep the holiday
five minutes flat. The new theatre
should solve the problem; the mo-
spirit to some extent: they must be
tion picture seems to tie-up the mes-
colorful and dramatic. The ordi-
nary expository film simply will
sage of the whole exhibit into a Exterior aud interior zneivs of the U. S. Steel exhibit and theatre.
not do.
concrete theme. I know that in my
case it had that effect ; I went back The value of good colorful and
to see some
the exhibit that
of the other features of
I had hurried over
Steel's New York Fair Theatre
IIIIIMIIfllllllllllllMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMIIMIIMIIMIIllllMIIMIIIIIIIIIIIIlltlllllllllllllllllllllMIIMIItllirilllllltlinrillMIIIMItnilMnMIIIMIinilMIIMnrinUIIIIIIIIMIIIM
dramatic pictures has been borne
out by the major exhibitors who

before. are u.sing them this year lo a much

There was a rumor several weeks An air-conditioned moving pic- peculiar to flashing, molten metal. greater extent than last year.

ago that both Westinghouse and ture theatre has been added to the The narrative accompanying Men \\hereas two of last year's major

DuPont would be represented with United States Steel Subsidiaries Ex- Make Steel is presented by Edwin exhibitors have drojiped the motion

I found none at
hibit at the New York World's Fair C. Hill, and the musical score, picture media (MacFadden and
films this year.
Two of the guides at in order to make possible the pre- especially prepared for the picture, .lohns-Manville I. three new theatres
either place.
the Westinghouse Exhibit told me sentation of the technicolor movie. was recorded under the direction of have been built (Ford, Steel, and
that there just was not enough room Men Make Steel. Robert Armbnister. Coca-Cola). And where last year
for a film theatre. I .should think Men Make Steel was filmed by a Along with the moving picture only three of the majors used color,
an ideal place would be the little Hollywood crew. The equipment, theatre on the second floor of the this year there are eight. It all
theatre where the Battle of House- direction and technique are the exhibit are a series of dioramas seems to bear out the premi.se we
wives takes place. The film might same as are used in making a Holly- forecasting how steel may serve in discovered last year: the job of
wood feature production. the the future. These dioramas include a the motion picture is to attract the
Editor's Note: Since the above actors, however, are the men who forecast of possible future develop- largest possible percentage of visi-

was written, word has reached the make and the scenes are scenes
steel ments in pre-fabricaled steel hous- tors attending the Fair, and then to

editorial offices of Business Screen of actual operations photographed ing; an imaginative representation hold their attentive interest for the
that prepared animated
specially at the ore mines and inside the great of a hydrophonic tomato farm, longest possible time. Using ordi-
subjects based on the Westinghouse mills where steel is made and rolled where all activities from irrigation nary expository pictures with no
ultra-violet lamp are ready for into finished forms. The picture, in lo reaping are controlled by radio: particular "sock ", Elmer will walk
showin/i at the Company's New a{ldili()n to telling a story of steel- and a working model for the (!ily out in a hurry, but with especially
York Fair exhibit. A review «/ making, presents .scenes of extraor- of the Future, where all traffic runs desigtu'd colorful films his attentive
these contained in our
will be dinary beauty as the technicolor smoothly when regulated by central interest can be attracted and held
forthcoming Fair Survey pages. camera records the brilliant colors grouping. with a surety. — Bob .Seymour.

[10] Business Screen

 PROBLEMS IN SHOWMANSHIP
"... o-/ Moe-i . . . fine/ d/ii/t.i . . . an</ Sea/hi^
war. . . . au(/ caMia/7e-i . . . an</ /(hia-i ..."

An oil company wishes to screen a story that will present a new

sales promotion plan to service station operators ... a transconti-

nental airline wants a picture to portray the pleasure and security

of air travel ... a steamship company needs a film to promote

trans-Pacific freight business ... a builder of agricultural machinery

asks for a picture to sell and entertain farmers ... a motor car

manufacturer wishes to sponsor a picture with a patriotic appeal

... a tire company asks for a film to introduce a new tire for farm

tractors ... a storage battery manufacturer finds need for a picture

that will show retail outlets how best to sell the product . . . one

of the world's largest canners wishes to have a picture covering

the history of food preservation ... an electrical appliance manu-

facturer asks for a production to entertain large groups of house-

wives, and stimulate sales ... a company specializing in baby foods

would build good will among physicians through a picture stressing

the need for periodic physical examinations for children.

For each of titese. If ildin^u created a soiiml iiuttioii

picture, which accomplislieil the desired result

to the complete satisfaction of the sponsor.

THE TRUE MEASURE OF WHAT \\ E CAN DO IS FOUND IN WHAT WE HAVE DONE

Catering to a select clientele

who demand distinctive
and outstanding Sound
Wilding Picture Productions, Inc. Motion Picture Productions
for Commercial Application.

ICACO • II O L Y W O O

Number Six • 1940 [11]

 I

What
Audience do
'^^Hf^
you want for your
9
industrial film? ^
. . . and what
Markets? ^'^'/c/
/•ef7

^ Here are some case

For one
histories of

client, distribution
MODERN'S
only has value
distributive selectivity:

when shows are staged before

^
adult women's audiences within a one of their outlets.
close |)roximitv of
IMODERI\ olitaine<l a better than specified average attendance and staged
2865 shows In specified quantities per month per territory over a period
of three years.
This cHent just released a new picture — again relying on MIIDERK.

^
Another client sells mainly to men, and restricted his showing to 67 selected
areas from coast to coast.
IVIODERM controlled activity to specifications and has staged 5522 show-
ings to men's groups only.
This program is still in circulation.

Stillanother regular client brings out yearly models and felt that sales could
be increased by showing his picture to every dealer's salesmen in the United
States in a series of key city meetings, the entire series to start and finish
within a two day period.
IMIinERN supplied projection service at every point timed with the client's
schedule an<l for the seventh year straight scored a successful performance
for the client.

IFIiat IS your problem y The above are but 3 out of dozens of satisfied clients.
Modern Talking Picture Service can help you. Telephone Circle 6-0910
or write to:

MODERN TALKII\G PICTURE SERVICE, IIVC.

9 Rockefeller Plaza, New York, N. Y.

[12] Business Screen

 3?aiL: a Ii^a®S^^lL ©HIFHS^iH

•k We can take the text of our theatre in the land for the past tions begun for strictly progaganda The practical business of devel-
recent lesson in international af- several years. In Germany, too. ])urposes. Of these, we saw The oping a strong national defense
fairs from the easy-going ways of visual education in the schools has Lion Has Wings, an ambitious fea- force and the training of thousands
the old saying, "live and learn" reached the greatest perfection and ture production based on Royal Air of new recruits will be considerably
which must certainly be revised in that nation is far ahead of the Force Squadron 992, a
activities. aided by the use of technical and
the light of events to leant and — rest of the world in the use of film of the Balloon Barrage, was training films. Every operation of
live. Not only do we need to learn scientific and educational films. not shown here. France, mean- modern mechanized equipment,
about democratic institutions, we Government under the
films are while, had an imposing list of every maneuver of modern aircraft
need to work at them. and
direct supervision of the Nazis thirty propaganda films, all of and naval units can be picturized
Faith, blind and unswerving in both photography and sound are of which were |)roduced after the be- and drilled into the minds of those
the wrong as in the right, has ap- the finest quality. No expense is ginning of hostilities. who must aid in this program far
parently won great battles for the spared to produce films designed better than it can ever be accom-
These came too late. England
forces of totalitarianism. It must to inculcate national pride, as wit- plished short of the actual experi-
and France afford simple lessons
be girded to win even greater bat- ness the thousands of feet exposed ence which comes only as a final
of great importance to all of us.
tles for reaffirmation of our na- in the filming of the last Olym- stage in the training routine.
We won't need war propaganda if
tional unitv. For indifference and pic Games and the frequent
we sell America to those who en- \^'e must learn to accept these
disagreement we must substitute a production of semi-official feature
joy its blessings now. We won't "tools" and to use them to their
thorough knowledge of our affairs subjects for showing in Germany
have any use for anti-anything if utmost. No must stand
traditions
and a common belief in the essen- and abroad. The government's
we speak for a pro-.\merica and in the way of the employment of
tial truths regarding them. most recent "contribution" was the
for all that America means today such films industrially. The film
filming of the invasion of Poland
now. Such films will be shown has shown its possibilities as a
Propaganda for the Right and. later, of Norway. These
without government order in every mass • production training instru-
graphic subjects have been shown
These are theoretically goals to theatre in the land and cheered by ment. It is capable of driving home
in the Balkans and elsewhere and
be achieved by a program of pub- those who see them. intricate mechanical details just as
are said to have been effective in
lic education. There are important They need not be produced by
well as political idealogy and we
paralyzing Norwegian resistance in
direct objectives, which
however, are far better equipped with pro-
the early stages of that invasion. A government propaganda agencies
need to be examined and pursued duction facilities and distribution
good percentage of newsreel foot- and then they will not fall into the
for their immediate benefits. These, of political propa-
facilities to make the job succeed.
age given to American concerns classification
together with the agencies avail- made These, then, are a few of the
was taken by official German gandists which was the charge
able for achieving them are worthy staff photographers. of the recent United States F'ilm practical aspects of the situation.
of the attention of both govern- Service after its production of \^ hat method of organization can
ment and business agencies. Of What Can We Learn? supposedly pro-New Deal pictures. bring these into effect?
these agencies we are principally In England, as in Germany, the They will take their inspiration
concerned with the efficiency and motion picture has been a most val- from the greatness of industry and \^"hat Are Specific Tasks?
depth of film propaganda. uable addition to the government's of industrial achievement. They
word "propaganda" has Business Screen advocates the
The information agencies. England's will tell the youth of America that
formation of a non-political citi-
horrid implications to the "angle- contributions were sociological and we were the first to conquer the air
But zens group for the organization of
conscious" American mind. it self-critical until the actual period for free men and the strongest to
has as much meaning for the dis- of the war, however, and not until oppose those who would use it a national film program. We do
semination of truth as has for the after the declaration were produc- solely unprincipled not advocate the dominance of such
it for conquest.
half-truths and distortions with a group by industrialists but in-
which it is so often associated. We siston their presence on it; neither
need a new term and very prob- do we exclude government officials,
ably it is "public education." Thus educators and representatives of
we examine films for public educa- both commercial and entertainment
tionand those intended for specific film industries.

problems dealing with personnel There is a real need for the em-
and defense training as we ployment of every weapon of pub-
lic education that we have at our
Film Programs .\broad command. \^e have the greatest
knowledge of the film medium in
From Germany comes the au-
the world and the most sizeable
thoritative report of one observer
who brought to Business Screen
industry. Let us use it now —not
for the purpose of selling out our
the facts concerning government
public sympathies for the produc-
films alloted a regular portion ot
tion of "anti" propaganda but for
the screen programs in ever\
tlie task of uniting .\merica.
 His assistance was sought and he
Coca-Cola Produces
became a '"producer" for a day.
Refreshment Film Contrasting with the crudity of
Man's constant search for re-
A MOVIE-CONSCIOUS PUBLIC the old-fashioned bottling methods,

freshment the theme of the Tech- are modern scenes detailing the

nicolor
is

motion picture. Refresh-

DEMANDS PROFESSIONAL QUALITY scrupulous care with which every
ineiit Through the Years. detailof modern manufacture of

The story, dealing with the ro- %W /"K MAVK said il often an<l we repeal it now: llii'rf ran svrup and the modern bottling of
mance and growth of the carbo- he no roll! promise of ihealriral (junlity proiluelion carbonated beverage is carried out.

nated beverage industry, begins in .sl<inil<ir<l.i for the sponsor who iiiins lo reatli any portion Hefreshment Through ihe } ears.

the early days when natural springs of the puhlic with motion pictures. The 8.1,000,000 also provides glimpses of other in-
of carbonated water were places Americans who patronize ihe 17,000 theatres in this dustries that are closely related,
that only people of wealth could land of ours each week have been echieated lo standards such as the making of bottles, the
visit. of proihielion quality and te<dinioal exeellenee far e\- manufacture of crowns for bottles,

It was Joseph Priestly who made eeedinjj any period in our past history.
the harvesting of sugar, as well as
carbonated water available to scenes madein steel mills and
All of the equipment
personnel capable of lurii-
an<l
which supply mate-
plants
everyone, according to the picture, other
in-; out the masterpieces of einematie art wliieh we have
by discovering how to make it in rials for the carbonated beverage
liis laboratory about the year 1767. recently seen in our local theatres can be duplicate<l in industry. Produced entirely in
Later, Townsend Speakman, of Phi- the coniniereial production field. Recent successes in Technicolor by the Jam Handy
ladelphia, hit upon the idea of color and lliird-diniensional production show that the Organization. Refreshment TItrough
flavoring carbonated water to pro- commercial producer is going even farther in inventive the Years is available from local
duce what |)eople began to call originality than is now possible in the theatrical field. (!oca-Cola bottlers for showings at
"'.soda water." The of films with a purpose requires both creative
art clubs, schools and other groups.
Some of the most interesting
skill and sound business knowledge but it must not be
scenes in the picture are those
Camel's Theater Ads
cheapened by a reduction of final production quality
showing how the old-time bottling Four minute movies, produced
through bargaining or semi-amateur production
price
plants were operated at the begin- in Technicolor for Camel (Cigar-
with inferior equipment.
ning of the present century. To ettes bv \^ est Coast Sound Studios.
make these scenes, an old-time Holly woo<l has shown us Ihe way with great pictures; Inc.. of New York City, super-
plant, with its foot-power ma- ithas also shown us the road to box-office failure through vised by \^illiani Esty .Agency,
chinery, was .set up in a studio the cheapening of its product. INo one compares the and distributed through Screen
on the United Artists lot in Holly- lavish butlgets of super-spectacles with the far more Broadcasts and General Screen
wood, where the Jam Handy Or- modest expenditures available for commercial films but Advertising, have been the basis
ganization has its coast production the audiences are often the same. There are millions of for an advertising campaign run-
headquarters. ning nationally from coast to coast.
them awaiting educational, informative and entertaining
Then the problem developed — reels but they will all insist that such pictures meet the
The theme of the series is taken
how could this forty year old equip- from ""seeing is believing" adver-
standards to which ihey have become accustomed. Their
ment be operated? Property men tising appearing in leading publi-
nundiers and interest are worth this miMimum re(|uire-
and technicians were stumped. cations and features the smoke test
nient without mentioning the fact that your product's
They found that a man now living by which it is proved Camels give
in Los Angeles, and identified with position and superiority are also being judged. the equivalent of five extra smokes
the Coca-Cola bottling business, O. H. C. per pack because they smoke
once ran a set of this old-time ma- longer than any of the other of the
chinery in his youth in Alabama. fifteen other brands tested.

II HAT IT TAKES TO MAKE A MOVIE: this simple scene from a sonnel j)irtured in t/ie scene (right} which shows the same
recent commercial film production appears on the screen for a few set from the electricianand properly man's point of view,
fleeting seconds in but a single sequence from a lengthy not lo mention the long and tedious research ichich made his-
production but "behind the scenes" lies the equipment and per- torical accunu-y possible in each detail of the set{uence.

[14] Business S(;ki;i;n

 MOV/IE AALUE
.2BaJBAT
'Bits' ^a--

31-^*15

SCREEII jlDlJiRTI!i.lllG

& THE MOVIE AIIDIEME

More than one-hai.f of the National and Dealer than 7.000 theatres of the country 2 As a measure of subject treat-
nalioii's 17.000 theatres now ac- Co-OFERATIVE FlELDS has gone on ever since the birth of ment how did you like the man-
cept and regularly show screen the movies. The fundamental fact ner in which the subject was
advertising to their patrons. The National campaigns based on lo- is that audiences resent only handled in these films?
majority of these are very hrief cal tiealer participation form an- poorly-produced films or those in
messages of approximately one other field of screen advertising. poor taste and the modern adver- Maintain Research Departments
minute in length and not more than Such films are placed on a basis tising playlet is produced accord-
Theatre relations departments of-
five are usually shown on a single similar to co-operative newspaper ing to standards comparable with
fer indexed information concern-
program. advertising in which the national those of Hollywood's finest.
ing the seating capacity, average
This is not a new medium and organization prepares the original Some locally-produced playlets weekly attendance, location, type of
yet its present sponsors and the advertisements and the deah'r have been offenders of this rule. patronage and days per week of
meets the cost of local distribu- Poor sound qualities and amateur- showings of every theatre in the
producers and distributors of the
tion, in this case the local theatri- ish photography contribute to the country. Attendance figures are
films have brought it to a stage of
cal showings. The national cam- audience's dislike of these local computed on the same basis as that
perfection and receptivity far be-
paigns are placed through national butcher, baker and coal dealer used by theatre managements to
yond that of its early beginnings
film distribution agencies especi- trailers. Such antipathy is not gauge their own incomes and
in the glass slide and curtain ad-
promo- felt in the case of the national quoted lower. One formula set up
vertising days. Today color, car- ally geared for selection,
as playlet and, in fact, recent color as a rate base is "attendance equals
toon fantasy, swiftly-paced news- tion and distribution as well
cartoons have been created with six times seating capacity."
reel sequences and sound make analysis and checking of returns
applause.
these minute-length movies the and results. Local participation In further pages other factors
programs are sold to the local Although this field represents but are discussed. In summary of
equal of the feature attractions
dealers through field sales staffs one of the many ways in which these it may be said that theatre
they accompany.
maintained by those organizations films are used today by business, it screen advertising is a medium
Two fields of circulation are
nevertheless, a potent factor be- with a proven "present" and a
specializing in this type of it.
available to the screen advertiser:
screen advertising distribution. cause of its ability to deliver mass great future. Its present lies in the
in the first, the manufacturer with
audiences at a flat price per person actual statistical facts which such
national distribution may purchase distributors are able to lay before
What Do Audiences Think:? subject to careful auditing of re-
a complete campaign liased on a the advertiserwhich show the large
sults. The potency of the film me-
syndicated series of film playlets to The theatre owner is tlie judge
dium is by no means diminished numbers of excellent neighborhood
be placed in theatres a])proxi- of the acceptability of screen ad-
by the observation of the rules of theatres in large cities and small
mating his own retail outlets. These vertising. Often confused as evi-
which are available for this potent
good taste. In one typical screen
national advertisements may be lo- dence of the non-acceptance of such method of advertising. Its future
campaign, a ciuestioniiaire was sent
calized by the addition of dealer programs are the lamentations of lies in the good taste and in the
to 161 theatres; 49 replied and of
signature "trailers". Circulation producer-controlled theatre man- strictadherence to the rules of au-
these 48 reported either excellent
controls based on theatre attend- agements and of producing organ- dience acceptance to which spon-
or good as their answer to the fol-
ance assure the advertiser and ad- izations who have products which sors and producers alike must ad-
lowing questions:
vertising agencies (who place a compete for all available screening here so that this medium may one
great percentage of such business) time. On the other hand the show- I. How did your patrons react to day take its place with radio,

careful measure of cost and results. ing of advertising playlets in more the advertising playlets? magazines and newspapers.

Screen Advertising 1940 [15]

 \,^o V
^ tertainment

will of the
hood.
screen
it

He
to
sells. The theatre
manager has only two assets his
wise judgment in selecting pictures
and promoting them and the good-
people in his neighbor-
will run nothing
which any
—

on his
appreciable
examples of different techniques
study.
Production is still regarded as
something mysterious and therefore
many advertisers ask what sort of
playlets certain outstanding succes-
ses in this field are now using.
to

It

0^^--:° number of people object.

The situation actually
dark as it seems, because the very
fact that scores of screen advertis-
isn t as
is

that
helpful to have
edge, but it is
all

because Advertiser '"A" uses

a certain type of production, that
this
a mistake to believe
knowl-

ing campaigns have been run and Advertiser "B" should use it also.
are now being run successfully does For most purposes, it may be
prove that consumer motion picture sufficiently clear to divide produc-
advertising in theatres can be made tion technique into three groups;
and is now being made acceptable newsreel type, plot type and enter-
to theatre audiences. tainment. Under this last heading
comes the strictly entertaining play-
0.\E Minute — One Objective let and cartoon animation.

Second: Your advertisement is It seems to me that the choice

on the screen for exactly one minute of technique should not be dictated
(variations in length are allowed by successes enjoyed by other ad-
up a minute and a third). In
to vertisers, but rather by an under-
other words, your theatre audience standing of the product to be ad-
has only one minute to make up vertised.
its mind about your product. Be-
move so fast
Newsreel Type of Playlets
cause motion pictures
. , . Fine, but remember your product's SCREEN and because the combination of For example, if demonstration
Sight, Movement and Sound is so sells your product and if the dem-
TEST has only a minute - both to make friends powerful, many advertisers are or- onstration can be made interesting
dinarily apt to crowd as many dif- and instructive, then this technique
and to make the sales for which it was intended ferent details and product uses into should be used, because motion pic-
a playlet as possible. A study of tures you the first oppor-
afford
• Before you take out your stop Not so with motion picture ad- many successful film campaigns tunity you have had for mass dem-
watch, pencils and scenario paper Here your ad-
vertising in theatres. shows rather clearly, however, that onstration. This type of playlet
and begin to work with the fussy vertising takes a bow before a large, a preponderance of the successful falls under the heading known
little details of how many feet of ready-made audience. Should even playlets employ only one product as newsreel type. Such playlets
film to the minute, you may save just one or two people in that audi- use or appeal. This simplification are fast-moving demonstrations,
your.self endless confusion and dis- ence be displeased with the tone or of the advertising story permits built around any product feature
appointment if you are fully aware content of your mes.sage. their rest- either successful balancing between or use which can be made exciting,
of the peculiarities of this new. lessness and disbelief will be in- entertainment and commercial, or unusual and therefore news-worthy.
streamlined medium. Actually, the stantly communicated to everyone equally allows enough time to be One manufacturer desired to use
preparation of one minute com- else in the theatre. spent in building up one paramount "minute movies" for a washing
mercial talking motion pictures fol- If you have ever heard one per- sales feature. Since you would not powder. Interesting or cute, enter-
lows the same broad principles em- son in a theatre audience start to think, of calling one
ordinarily, tainment playlets could have easily
ployed in the creation of all forms cough and sneeze, you know that a newspaper ad a campaign or one been prepared. However, there
of successful advertising — but with virtual epidemic of coughing and commercial announcement a com- were certain features about this
three important differences. It is sneezing makes the rounds of the plete radio program, you should product and its action which were
the observance of these three extra entire audience. If one person in not regard one "minute movie" as comparatively little known and
factors that should keep you out the theatre starts to applaud, other a well rounded commercial motion which offered dramatic motion pic-
of the rough, on the fairway, hole- expressions of goodwill follow at picture effort. Therefore, the use ture possibilities. Hence, a series
high. once. Such is the mass psychology of only one appeal in each play- of newsreel demonstration type pic-
Group Selling which your ad in the theatre must let does not cramp your advertis- tures were produced so that,

First: You are advertising to a face. ing story, as other equally impor- through the use of short screen ads,
setgroup of people, not to individ- Therefore, the first thing to re- tant details may be featured, one the advertiser was able to show and
uals.Your magazine advertising or member in preparing commercial at a time, in a series of playlets. describe his unique demonstration
your radio commercials are really motion picture playlets for release in a way never before possible.
Wide Field of Expression
individual advertisements, reaching in theatres, is to bear in mind that
The Plot Type of Playlet
and directed to individual people. nothing should be injected into the Third: In the preparation of
Your prospect may or may not playlets to which any person of copy for the older forms of ad- This type, which at least up to

choose to read your printed ad. If any type could conceivably dis- vertising media, the experienced ad the present, has been used less than

he reads it and does not approve like or object. It is even more than writer knows what technique he is either the newsreel or entertain-

of it, you have lost nothing except a question of infecting your audi- —
going to employ balloon copy, big ment types, consists generally
one prospect. His opinion does not ence — it is a question of having pictures, etc. Over the years there speaking of a plot situation whose
influence the balance of your audi- your advertising run or not. Unlike have been, literally, hundreds of solution or denouement brings in

ence. Similarly, your prospect may publishing or radio enterprises, the outstanding examples of good ad- a hard hitting commercial at the
willingly listen to your radio com- motion picture theatre is not in vertising, which serve as guide close of the playlet. Probably not
mercial or he may tune it out. In business primarily for advertising posts in the preparation of cam- too many types of products and

either case, you have simply won revenue. It keeps its doors open be- paigns. Minute movies are a new sales stories lend themselves to this

or lost one prospect. cause it makes money from the en- medium and there are not so many {I'leasc liirn to page 32)

SOME OF THE PROBLEMS OF 60 - SECOND FILM SALESMANSHIP — DISCUSSED BY LAWRENCE ROSENTHAL

116] Screen Advertising 1940

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^^ ^1

THEATRC COVERAGE ANAI

Dumd
 "

chandise inventories and to get be-

n' hind the campaign with special dis-

LflfU DEUERS SAV "VES plays and promotion.

Even more striking was the
perience of the manufacturer of a
ex-

To national theatre ad eampaigns 5c candy bar. National advertising

• One interesting plus value to
motion picture campaigns released
til rough theatres is the enthusiastic
acceptance of such advertising by
the manufacturer's dealer
the use of national motion picture
advertising automatically
on the part of the dealer the point
of sale "'push" that
outlets. in tying together a national adver-
pares the production of national
supplies ad films and the dealer is allowed
ten-foot signature identification for
is so necessary his store at the close of the playlet.
Inchecking on the use of na-
on this type of merchandise has
been found effective, only when
dealers could be pre-sold to the
point of prominently spotting the
candy bar on display. This type of
merchandise is "impulse merchan- "

The records are replete with case tising effort with the ultimate cus- tional ad films, through dealer out- dise and most manufacturers agree
histories showing how quickly and tomers. lets, no story would he complete that the successful promotion of a
thoroughly the local outlets mer- One of the largest manufacturers without mention of one of the coun- candy bar in any market depends
chandise the movie campaign from of electric refrigerators and other try's largest manufacturers of high on the willingness of the candy
the standpoint of increasing their electrical appliances has, since priced shoes. This company pro- outlets to feature their product with-
slock inventory and putting on spe- 1935, tied in with their dealer out- duces a Spring and Fall campaign in reach of the casual customer. It

cial window and counter displays. letsby means of national screen ad each year and has since 1933. The was found that a high percentage
There is a reason for this far campaigns. films are produced in Color, allow- of dealers were anxious to ca.sh in
beyond the fact that the manufac- Careful consistent surveys on the ing for a ten-foot dealer identifi- on the "minute movie" campaigns
turer is coming into the town with part of this company indicated that cation signature. This campaign is to the point of giving display space
a new tie-up advertising campaign. dealers have traced many direct particularly remarkable because it most advantageous, not only to the
sales of these high-priced products is a case where the dealers pay the dealer, but to the advertiser him-
Tracing back the history of ad-
to this advertising. Further, the entire screening cost. In spite self.
vertising on the theatre screen, its
roots lie deep in the local dealers
company surveying all outlets using of the fact that it is the dealer's
Dealer Help Tie-Ups
own advertising set-up. About this advertising on a cooperative own money which has been ])aying
Alert manufacturers can double
twenty years ago, some of the first basis with the client, discovered for this advertising, the same deal-
the interest in their movie cam-
efforts to put advertising on theatre
that 71% of the dealers who re- ers repeat and repeat and repeat
screens were made in behalf of the plied reported actual traffic in- — proof that they are finding a
paigns by inexpensive timely tie-
ups with their advertising films.
from the playlets. 87/f of worthwhile sales-maker
local dealers — grocery stores, beau-
quiries
the dealers stated that the results with their other activities.
to tie-in
One or two cute cartoon animation
ty parlors, drug stores, clothing characters (if their production is
stores, etc.
were favorable. . . . 84% expressed
Five and TeiN Cent Items and Ui>
that type) ; a feature scene from
received either a desire for the continuance of this
These dealers one of the "minute movies"; mate-
.syndicate services or syndicated advertising. Remember, the dealers Naturally, manufacturers of large
rial of this type can be reproduced
services with special localized who want this advertising continued, unit sale items can use screen serv-
inexpensively on window streamers
have a selfish stake in this screen ice on a cooperative basis with local
dealer inserts, and the sales results or special counter cards, to be dis-
directly obtained by the dealers
program, because 50% of the outlet.*,wherein the local outlet is
tributed to the outlets in the neigh-
screening cost of this campaign is identified by a special trailer. How-
themselves made them realize that borhood covered by the theatre cam-
borne by the dealers themselves ever, there is a worthwhile cooper-
"here was a good thing." paign. Dealers have found such tie-
and it is axiomatic thai they would ation of a different type secured
In fact, it has been the consistent ups are psychologically important
not ask for continued programs from outlets in connection with
year to year support of this medium in reminding their traffic that this
of this type, wherein they bear part campaigns on low cost merchandise
by local dealers in buying local advertising was seen at the neigh-
theatre advertising that has built
of the expense, unless they had — articles from five cents and up.
borhood movie.
definite evidence that this adver-
the coast to coast network of The manufacturerof a well known
tising afforded them a fine tie-up
theatres now available for national 10c product found through his Additional Tie-Ups
with tlieir prospects.
advertisers. missionary sales force that the men- One big soap company had a
"Seeing's Believing" — and since
— "Wecomments
Representative from lion of a screen ad campaign tie-up idea with their current movie
these dealers have experienced big. such dealers consider screen elicited the same amount of enthusi- campaign which could well be
increased profits through film ad- ads next to personal contact. " '"Best asm from grocery stores that other adapted campaign of many
to the
vertising of theirown merchandise, medium have ever used." ". . . very manufacturers have experienced advertisers. During the first week
they know advance that a prop-
in valuable." "Technicolor films en- where they have used dealer signa- of their campaign in the theatres,
erly conducted national screen cam- tertain while putting over story. ture tie-ins. In other words, while they dressed up girls to tie-in with
paign, with finer, more expensive One of the largest motor car no grocer would he willing to s|)end the copy theme of their ad films and
production, will set their cash reg- manufacturers in the United States his own money on a tie-in for a these girls passed out samples of
isters jingling. has been using "minute movie" tie- 10c grocery store product, the the product to people leaving the
There are many examples of ins in cooperation with their local dealers were aware of the pulling theatre. Care was taken that the
dealer enthusiasm and dealer tie- outlets for the past several years. power of movies to the point where samples were not passed out under
ins, and many clients have found In this case the manufacturer pre- they were willing to incrca.se mer- the marquee so that there would be
no traffic confusion or tie-up. The
Chevrolet "stars" in a recent all -
.h, infonmil backstage grouf in one nj The Ilubimjer Coml>a:iy fieseiiled actual sampling of the product it-
Technicolor playlet series. Frennminl's film shorts 0"'ck Elastic Starch m films.
self, plus the attire of the girls
which was a strong reminder of the
advertising film, produced an in-
teresting lie-up. in which the neigh-
liorhood dealers around the theatre
could participate. Variations of
this type of sampling can be worked
out to fit individual campaign
needs, but the nature of the product
and individual merchandising prob-
lems should diclalc llic nnihods to
be used.

[181 Screen Ad\ehtisi.\g • 1940

J
feminine f^idchritudc "sells" predominantly male film audiemres in Marketing opportunities offer untold possibilities to
the Latin-American countries. users of screen advertising.

Id Films on Foreign Sn*eens

• In an article appearing in the tainment. The short length foreign It is obvious, in this connection,
London "Tatler." over two hun- merchandising film has been cun- that proper delivery of the
the

dred years ago. i( was slated that ningly built to fit into this atmos- spoken commentary and sales mes- Ht-re are tyf'ual ad films for liv//
the purpose of advertising was "to phere of relaxation. It becomes an sage is an all-important factor. kiioivn V. S. users.On Netherlands
program of The language employed by the com- screens af'f'ear Kodak ads (heloii').
inform the world where they may integral part of the en-

he furnished with almost everything tertainment films which that foreign mentator must reach the ears of
that is necessary for life . .
.'"
audience is witnessing on the screen. the audience as thev themselves

After more than two centuries, For this merchandising film is. would speak it. .\ny strange accent KOOP U 6EN0DIGHEDE
in a real sense, entertainment. \^ ith or idiom, not commonly used by the
the basic purpose of advertising is
the space of one minute to one audience, would interfere with the
still to inform the world where
minute and a half, the advertising automatic understanding of the mes-
VAN A PLAASUKE
desired or desirable objects may be
message is presented entertainingly sage and this split second bet^veen
secured, hut the world-wide market-
through specially trained actors, immediate and deferred comprehen-
ing of industrial products under our
typifying the average consumer, act- sion might destroy the effectiveness N^>>^^^JlOEL^4y?
modern economic system, organized
ing out a sales message written of an otherwise perfect merchandis-
on a highly competitive basis, re-
around the product in question. The ing film. Furthermore, the fact thai
quires something far more than
visual action of the players is. of the speaker's voice reaches not just As far aivay as Egypt, the products of
just informing the public where it
course, brought home impressively one individual, but an entire audi- General Motors are merchandised zvith
may obtain them. Advertising to-
these short adiertisiiig dealer films.
to the audience by dialogue or news- ence with its resultant mass appeal,
day must instill into the mind of
reel-style commentary. makes proper language presentation
the public a compelling urge to
These little film skits are human- vitally essential.
acquire the advertised product.
ized, based on knowledge common The great care that must be given
In selling .American products to
to the everyday experience of the to the preparation of copy, and
foreign countries, it has been im-
average individual in a particular
pressively demonstrated that no ad-
the thorough knowledge of lan-
ISRueFotadler l7Shatiafef d Nil
country or group of countries for guages, required for this purpose, is CAIRO
vertising medium can even begin to ALEXANDRIA ,i.-,
which the film was designed. The best illustrated in a problem which
approach the effectiveness of the
treatment of a subject might be presented itself recently: \ series of
motion picture in creating the all-
humorous, sentimental, factual, but advertising films had been produced MOIOHS-
important desire to possess a spe-
always human and. invariably, -PRODUCT OF GENERAL
This fact for one of the largest .\merican
cific article or product.
down-to-earth, so that its appeal manufacturers of automobile tires,
can be quite readily appreciated universal as In fabulous Bagdad, screen advertising
is as nearly it is
for use in connection with a dealer
when we stop to analyze the basic promotes a local dealer's tradename on
possible to make it. The presenta-
campaign in the United States. The a "trailer" frodiiced hy Alexander.
psychology of the motion picture tion of an .American product to a
foreign advertising division of this
audience. WTiether it be a gathering foreign audience in such a manner
manufacturer decided to use the
of movie fans in Japan. South .Af- that they will accept it instantly
films motion picture advertis-
for
rica. Cuba or Sweden, they have as something that is not alien to
ing campaigns in South America.
gathered together in one place to their habits of thought and their
They are The films, of course, had to be re-
relax and be entertained. customs, naturally presupposes a
voiced in Spanish in such a man
automatically in a buying mood. very comprehen.sive knowledge and
ner as to become perfectly effective
Their sales resistance is at a low understanding of their luannerisms.
point. They want to be sold enter- habits and idiosvncracies. I Please turn to Page .'54 i

.NEW SALES OI'PORTIMTIES ARE POINTED OUT BY CHARLES LIGHT

SCUEEN -\l)\ EKTISING • V) W [19]

 I

ANIMATED CARTOONS
PROVE THAT THE SMILE IS MIGHTIER THAN THE SALESTALK
Here is a ''primer" u'liieh introduees the enthuMusticuHy. Thus screen advertising again
fantasy and aniniated cartoon
fiiimor of the proves audience receptivity to its message:
to business. On theatre screens everywhere, shows that the way to the publics heart may
art and selling are meeting in a happy, joy- often be through a smile or carefree laughter
ous combination that audiences approve most ivhere argument well might fail to succeed.

• Let is presume you are the ad- without fear of later basic correc- so that lip action may be syn-
manager of the Amalga-
vertising tions (he hopes). chronized on the corresponding
mated Skinners. Inc.. and an ani- Before any action drawings are drawings.
mated cartoon producer has success- made, the entire production must \^lien all these preliminary but

OW THEY fully approached you with the idea —

be planned foot for foot simul- — highly important phases of the
of telling your story to the con- taneously for sight and sound, and production are complete, the actual
BRING HIM sumer through a cartoon film. He the results entered on a master animation may be started. The
AnitiKition lerlmiques bring selling enlerlain- has shown you the efficacy, econ- chart which, when complete, em- scenes are given to animators along
nient to llie screen; they put characters like this omy, and selectivity of the ap- bodies action, musical tempo, dia- with "exposure sheets" which ulti-
happy lillle fellow (from A Coach far Cinderella) proach, and you are convinced; logue, and sound effects. mately will act as guides for pho-
before movie audiences from coast lo coast. Typi-
cal steps followed in this fascinating art are il- what happens next? The scenes must be laid out with tography at a later stage, but upon
lustrated in the scenes below: First, and entirely foremost, you special emphasis on continuity. The which are already recorded tempo,
must select your means of distribu- overall or general action of these required action, dialogue, etc., cor-

tion. All other considerations arc scenes roughly timed with a stop-
is responding to that of the master
subordinate to this. But, assuming watch as a member of the animation short. The animators draw the "ex-
vou have investigated your market, staff "acts out" the part. The musi- tremes" or key positions of move-
and have planned your distribu- ment throughout the scene usually —
tion through a reliable distributor each fourth, sixth, eighth, or twelfth
to coincide with the distribution frame, depending upon the com-
problems of your own product or plexity of the action or the tempo
service, then what happens? How of the music. The assistants fur-

is an animated cartoon put to- ther break down the action by add-
gether? ing all intermediate steps except
Your producer will put his story single drawings which are made
and animation departments to work by the "in-betweeners."
on a script for your picture. In The original drawings are in pen-

many cases the bare outline of this cil, usually about eight by ten

story has been incorporated in his cal director then writes music for inches and are held in registry

original presentation to you. Con- each of these scenes while consid- by pegs over a light box which
ferences between the producers' ering the picture as a whole. Screen permits the artist lo gauge and
The Aiiiiiiainr at work. Original pencil creative staff and your department time for each scene is then known space each drawing to correspond
1. sketches of each sequence are made; sonie- tempo of the music and to the desired movement. All draw-
will decide what length of film is by the
limes re-enacted by members of the animating ings arenumbered and the animator
best suited to your problem and
I

;
staff who act as models. Note exposure sheet to the number of measures or beats
! jne side as each scene is alloted its approximate type of consumer; then the frame- allotted to that scene and, as twenty- records the desired number or com-
final screen time. Stop-watch accuracy is necessary. bination of numbers for each frame
;

work of the plot is constructed and four frames of picture pass through
characters are "cast." This the projector in one second, and of the scene on the exposure sheet.
the
framework, in most cases, will con- since it is usually desirable to syn- The pencil drawings are then
sist of thirty or forty key scenes chronize each individual movement photographed frame by frame and
the musical the film projected as a preliminary
which are the base upon which the of the characters to

an exact timing may now be test which serves as a guide for the
picture will be scored and ani- beats,
mated. given to the action. animator and director to even out
At this point, the producer will The music, dialogue, and sound any irregularities or to make any
effects are now recorded, usually on necessary corrections.
have your okay on the characters,
separate Dialogue tracks
tracks. The drawings are then traced by
color schemes, general music theme,
are "broken down," syllable by "Tracers" or "Inkers" on trans-
and the plot; he can now go ahead
syllable, and the frames counted parent sheets of celluloid in black
with the production of the picture

3Tlie animation «lalT reviews llie filmed pencil tests 4011 tracinK begins over the original pencil
Here the art staff begins the arduous work
•
dra»*tl
of
on the Mo%iola, a projerlion ef|iiipment wliitii per- if

mits convenient edilins. Tlic skill of those film editors ing the slep-bv-step action cells which, when projectcl
seciuence, bring the characters to "life" on the ml
spells tlie difference between a laiiiali and a "diid": be-
tween unabated interest and the unfortunate lack of it. picture screen. The pegs bold the cell in exact

2 When pencil drawings are completed, they

are photographed for production of a pri-
nary print for editing and possible improvement
of the dialogue and •
if the action, preparation
iiusieal background according to the
teliedule noted on the exposure sheet
pre-arranged
shown above. J
PICTURES ON THESE PAGES
combine typical sceneH from the studios of out-
Mtandint: profewsional animation producers. A Coach
for Cinderella \va» produced by the Jam Handy Or-
ganization; the typical Htep-by-step scenes are from
Caravel Films, Inc. (N, Y.). and production stilla
are from Cartoons Films, Ltd., and other inoducers.
 Recemt Cartoon
Campaigns Used
IM Screen/ Ads
.4 COACH FOR CINDERELLA Pre- :

sented by the Chevi-olet Motor Divi-

sion of the General Motors Sales
Corporation; an animated cartoon
comedy in Technicolor for theatri-
cal release.
ONE BAD KNIGHT: Another of the
theatrical all-Technicolor cartoon
comedies typified by the Chevrolet
film described.
BOY MEETS DOG: Sponsored by
Bristol-Myers Company, makers of
Ipana Toothpaste, for theatrical re-
lease. Another all-color cartoon
rmsaic {'arts of the aittonwbilc cin/inc conic to life ami Pcf'siand I'ctc. the janaluir Pepsi-Cola cops are noie ap- with noteworthy entertainment
xf'Ciik their lines Zi'ilh conz'inciiiti realism in this tyticol pearing)on theatre screens Their lanifh-proz'oking pities qualities.
II non-theatriciil cartoon for the Ford Motor Contf'any. and the sponsor's theme tune tarn merriment into sales. ONCE UPON A TIME: The out-
standing safety cartoon sponsored
by the Metropolitan Life Insurance
Company for theatrical release.
and colored inks and then passed being widely distributed and ex- Black and white only. Shown to
on to "opaquers" who fill in areas ceptionally w^ell received by audi- audiences nationally.
with the proper colors on the re- ences in theaters throughout the ( The above cartooyis are typical of
short subject releases of approximate-
verse side of the celluloid. In gen- country. It/ ten-minute screening time; others
eral, each character. (/ acting in- Produced in Technicolor in the ilescribed below are oyie-minute screen
dependently of other characters, is advertisements prepared for national
animation studios of Caravel Films.
and local release.)
traced on a separate "cell" and tlie Inc.. for The Pepsi-Cola Compan\ * * *
final result may consist of three, and with the cooperation of spon- SHELL OIL PLAYLETS: A series
four, or more "cells" superimposed of six Technicolor playlets was pre-
sor, agency and producer, these
pared for Shell Oil through the
on the background, which is ren- subjects, while high in entertain- motion picture department of J.
dered in water colors. ment value, are direct selling pic- Walter Thompson.
Now the background drawings tures of the 90-foot minute type. Kraft's Mailed MUk adopts fantasy and PLANTER'S PEANUT PLAY-
humor to tell the story of the product's LETS: Also shown in theatres is
and "cells" are taken into the * + *
this series telling the story of Mr.
energy-producing qualities in the familiar
camera room for the final stage. Editor's Note: In the second in- technique of the animated cartoon filni. Peanut and the sponsor's product
Here each set of drawings is photo- from plant to consumer. (Color.)
stallment of this current series on
W. K. KELLOGG PLAYLETS: A
graphed in order, to correspond —
"Screen Advertising 1940" we will series for Rice Krispies continues
with the numbers which were en- present the promotion of screen to be shown on a regional campaign
tered on the exposure sheets by the basis during 1940.
ads through dealer outlets; further
animator. All sorts of effects may PEPSI-COLA PLAYLETS: Starring
animation details will also be in- the Pepsi-Cola cops, Pepsi and Pete
be obtained as in regular photog- cluded. Of especial interest is a in a light comic series introduced
—
raphy fades, dissolves, zooms, and thorough survey of recent dealer by the sponsor's catchy theme tune
now also being heard via radio.
"pan" shots are all part of (he ani- co-operative screen ad programs. {Filmed in Technicolor).
mation camera techniijue.
Producer Credits
After the photography is com-
TELEVISED AD FILMS A Coach for Cinderella and One Bad Knight
plete, the scenes are all pieced to- were prtKluced by the Animation Department
of the Jam Handy Organization.
gether; music, dialogue, and sound \^ hat may well be a pro-
phetic step in the field of tele- Boy Meets Dog was produced by Caravel
effects are "cut in." A combined Ai'o-ee a typical scene from Ipana's
: Films. Inc.
vision and screen advertising "Boy Meets Dog" an all-color cartoon.
track is made by a re-recording Once Upon a Time was produced by Audio
may be seen in the first tele- {Belozo) Planter's Peanuts are produced Productions, Inc.
and finally a combined picture and ill another nolezoorthy all-color cartoon. a * *
vising of the Pepsi-Cola car- Lever and Kraft play-
sound positive print is ready for The
Shell. Kellogg.
toons through the facilities oi were produced by Cartoon Films. Ltd.. of
lets
the preview. We think you'll be the National Broadcasting
Beverly Hills and New York City. Also j>ro-
ducers of the non-theatrical cartoon for Ford
pleased! {Turn to page 361 (above, left). The Motion Picture Department
Company's New York tele-
of J. Walter Thompson Company was the
vision station W2ZBS. agency in charire of Shell, Kellogg and Kraft
PEPSI-COLA CARTOON SERIES These minute-long screen
firoduction.
« e •
Planter'.s Peanut Playlets were produced by
* Illustrati\e of the use of anima- advertisements were first Ted Eshbauph Animation Studios. New York
tion in screen advertising is the
shown during June. The City.
• * *
Pepsi-Cola cops are featured Pepsi-Cola Playlets were produced by Cara-
initial series and Pete
of Pepsi vel Films. Inc.
in comic adventures together
cartoons which have been recently National Distribution by Screen Broadcasts, Inc.
with a popular theme tune
completed and which are being ex- and fJeneral Screen Advertising. Inc.
originated for the sponsor.
perimentally televised as well as

Kt Rotiliiie production continues as the "opaciuers" fill
IV' in between llie action lines \%illl <-olor and detail to
!abide each individual cell and each se(iiience of the
r\ completed action. Just visible on the wall is a key
.h't of the f'liaracters to prevent irregularities.
Finally each "keyed" cell goes lo the Technicolor
6 camera Cor hnal "shooling" into llie completed nega-
tives from which the final prints will emerge for com-
bining with sound negali\es before going on their way
to entertain film audien^-es on theatre screens everywhere.
 — —— — ;

From '•'THE DUNCIAH'

^ By permission of The Bnlish Film Institute tiiid Laft, the Balloons, with elephantine grace.
our very worthy English contemporary, Sight ami Slowly and take the appointed place;
arife,

Sound Magazine, ivhere these verses first appeared An new.

airy rampart, filent, deadly,
in the Spring issue of 1940. To Sight and Sound, Watched by the men of Squadron 992.
the editors of Business Screen send sincere regards
And now let us afsume the ftyle fublime.
And turn this film into a march of time.
LET us confider next the march of time:
Why is it every ifsue feems the fime?*
Whether the Navy plafters the Graf Spec,
Firft, cut the film up into little bits,
Or Anzac troops embark at Sydney Bay,
Say, ten foot each (or more, if time permits)
Or dirty U-boat fows magnetic Mine,
Cut all the quick bits in among the flow,
Or gallant trawler fweeps it up againe,
Juft to make fure the finifhed film will "go".
Or Indian cotton workers and the like.
Rally around the Flag, or go on ftrikc.
Add liberally the beat of marching feet.
Without which march of time is not complete.
In vain they ftrike, fweep, fow, embark ami plaft
Bring in fome famous lawyer or phyfician,
The next edition is juft like the laft.
Or in this cafe, perhaps, a politician.
Or better ftill, go down the Cotton Belt,
Each month there's a new miracle to do,
Record a fpeech by Prefident Roofevelt,
Each month the miracle's performed anew:
Saying Democracy muft be refpected.
They write new words, and change the pictures
o'er,
And that the Forth Bridge ought to be protected.
Yet leave the Film exactly as before.
And now, although the fillim's back is broke.
What magic here, from March to Februairy The commentary's to be writ and fpoke:
Ensures that variations never vary ? Avoid the eafy ftyle of normal fpeech
Some fay the Mufic does the trick, and some The commentary fhould appear to preach.

Accufe the Bufby soldiers with the drum. Fiddling the bow, inftead of bowing the fiddle.
Rut fure, the wifest critics blame the noice Begin each sentence fomewhere in the middle.
Of that damn'd Commentator's hectoring voice. Laftly, record the whole in menacing tones.

"The March of Time!" begins each ftern afsault. Uttered by old Raw-Head-and-Bloody-Bones.
Implying, fomehow, that 'tis all your fault,
Norway and Sweden, Belgium and Holland, Now with bewiKlring fpeed fcene follows fcene.
The State of Auftria, the fate of Poland, Chafing each other off the filver fcreen
'Tis all the fame from China to Peru — Battlefhips, gangways, troops, trains, guns and
Each crifisan excufe to bully you. tanks.
Till, deafenetl by this awful voice of doom, Plenty of fentry-go and marching ranks.
^'ou can't remember who ditl what to whom. With mufic, fhouting, roars of guns, applaufe.
Sans point, fans punctuation and fans paufc.
And as the en-title vanifhes away.

See from beneath yon corrugated fheds, The audience ftaggers out into the day.
Barrage Balloons tofs up their lovely heads, All fense confuted, one fact alone left plain
See how they twift and turn, as if bewitched. That they have feen the march of time again.
And get the ropes effectually bitched.
See Aircraftsmen look up as if in prayer, Thus is achieved, in perfect repetition.
And fee their lips move as they curfe and fwear. . .
An accurate copy of laft month's edition

Plane chafes plane, with pilot pilot vies, Wherein the engaging paradox we find
Streaking like God knows what acrofs the skies. . .
Time, marching on, leaves march of time behind.

N.B. Ftir aifrh rhumc^ /'o/ic frpqitcnfiij hfui liin licei(.'<e

A. POPE
ctKloraefl, while the lo}}fj .s sometimes landed him
in yaol. R.F. R. FERGUSON

WORDS BY Alexander Pope. TUNE \^\' Russell Feri^iisoii. S(jLIADRON 99^

G.P.O. Film Unit. MARCH OF TIMF. Several I. ^ sues
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^

Ttic industrial motion pictures produced jor The International Nickel Company
ore itn'oriably straighlfonvord and tUoronfih technical presentations of the pro-
thnlinn and use of the ntclal prodncls

PART II • THE STORY OF

NICKEL TOLD IN FILMS
• Many industrial concerns are ucts. Accordingly the advertising
engaged in wide scale motion pic- campaign was widened.
ture activities. The International The first problem that faced the
Nickel Company probably is among advertising department was familiar-
the first of these in the extent of its izing the general public with Monel.
program, one which has been built Although this was an accepted metal
step by step, very carefully planned of industry, was little more than
it

and consummated. a name to the man in the street ami

The company's production opera- an untried product to the woman in

tions are widely scattered. They are the home.

located in the United States. Canada Not oidy the consuming public
and the British Isles with potential had to be educated, but also the
markets covering the world. The dealers serving that pid;dic. To meet
company is essentially a producer this situation, which seemed to re-
of raw materials and reaches the quire another vehicle in addition to Scenes like these typical stills from a recent Inicrnational .\'tckel motion picture
consumer with only a few products the white space used nationally, a help to tell the story of Nickel lo the thousands of technical c/roups and lo pros-
pectii-e users of the product before ivhom showiuiis are held thrnucjhoul the zvorld.
in which the use of nickel and two-reel silent film was jjroduced.
nickel alloys can be easily recog- This picture was titled. The Story
nized, such as Monel. rolled nickel. of Moni'l Metal. It was presented
Inconel. "Z" Nickel, other high chiefly to the manufacturer of and
nickel alloys and. in addition, those dealer consumer products. It
in

in the precious metals grou|). told what Monel is. how it is pro-
platinum, iridium and palladium. duced and what its typical indus-
The problem, therefore, is trial uses are. First showings were

essentially one of education. Thus, at dealer meetings, and gatherings

its basic approach differs from that of manufacturers" associations and
of other large ])roducers of metals customers' salesmen. In other words
and of manufacturers of consumer its audiences were obtained largely

eipiipment. "through the trade."

The first nickel motion picture This type of picture circulation
\vas made It had
largely for record. was followed for two years. The re-
its more than 16 years
inception sponse lo these showings was found
ago when the new rolling mill at to be such that the po.ssibilities for
Huntington. West Virginia, was widening the distribution were fully
placed in operation. However, it considered and approved. The pic-
was this picture which led in 1926 ture was revised, re-edited, a sound
lo an organized and planned picture track added and released for the-
program. atrical showing so that it would
A lolal circulalion of more than si.rly million persons has been achieved
by
The first picture in this program reach a larger consumer audience.
hvenly-four films shoitm throntjh the facilities of national distribution in theatres
was released to coordinate with and The sound and silent versions of and before i/ronp audiences and employees Ihrouiihoul the world.
supplement an advertising cam- this film were also offered to
paign in consumer publications. schools, technical societies, indus-
Up to this time markets for nickel tries, churches and other non-
and Monel generally were confined theatrical outlets.
to industrial fields. Advertising, In 1934 because of the reaction
while had been chiefly
extensive, to and the success of the first film
limited to trade and technical pub- for national distribution, another
lications and then it was decided one-reel sound picture, essentially
ihat the consumer market held real designed for theatrical distrilnition
apporlunities for wliite metal prod- was produced. This picture tied up

BY H. S. ARNOLD, TECHNICAL ASSISTANT TO THE

VICE-PRESIDENT, THE INTERNATIONAL NICKEL CO., Inc.

Number Sin I'UU

 —

(he modern Monel kitchens and iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH^

negative library to which reference
Monel household equipment with has been made. This negative
the movement being pushed for bet- I UVRING a period oj over 16 years. The International Nickel § library not only is a definite record
ter housing. g Company. Inc.. has produced 24 separate films jor theatrical = of company activities, processes and
This subject, titled. There's Only B and non-theatrical distribution.a result oj this extensive pro- .4s S properties, but it makes possible the
One, carefully prepared and with a g gram, the company has been able to determine definitely, that M preparation of many special films
special musical score, presented a g motion pictures liave: M without it being necessary to take
very interesting travelogue of The the time or go to the expense of
National Capitol Vlashinglon. ^ 1- Been educational an from K. Presented the story of nickel
photographing special scenes for
p inter-organization standpoint.
D. C. — into which the kitchen story
M 2. .\ide(l public relations efforts
and nickel-alloys to its own
employees, to groups of en-
each such picture. The library has
was entertainingly worked. m in the United States and been kept up to date and where ex-
gineers, technical societies,
During the season of 1933-34 a g Canada. tensive changes in properties or
schools and college faculties.
one-reel sound picture. Nickel = 3. Improved the general public's processes have been made, addi-
Tales was released by The Interna-
M understanding of the com-
tional pictures have been taken.
= pany and its products. 7. Educated the general public,
tional Nickel Company of Canada. All told. 24 separate films have
Added to company prestige. men, women and children
Ltd.. to theatres throughout the
g 4.
been produced. Of these 24 sub-
that "Nickel" is after all,
g .5. Helped sales promotion by
Dominion of Canada. This picture taking the story of company much more than just a five- jects seven were especially produced
presented the methods of mining,
g
g products to its customers. cent piece. for theatre circulation and each.
smelting and refining of ore and the when the theatre distribution had
importance to the "Dominion" of lieen completed, was made available
the "Nickel" industry. This film for the non-theatrical field.
was presented to audiences in 90 a two-reel silent picture, titled. The ever, there still were many import- Recently the high-lights of the
percent of the theatres throughout .'"'loryof Nickel. ant activities and process methods "Nickel" industry and organization,
Canada. The definite favorable reaction to which were, as yet not recorded. here and abroad, were presented in
Following the acceptance of this the and entertainment
educational Therefore, in 1937. authorization a special picture subject, titled
subject, the advantage of using value of the company's pictures, was issued to produce a picture Nickel High-Lights. This jiicture
motion pictures to do a public rela- (each one strictly free of overt ad- record of all company operations in was prepared primarily for inter-
tions job became apparent and two vertising material), had reached a the British Isles. organization showings. However,
additional pictures. The Story of point of recognition by theatre man- It many months of planned
took the requests for this subject have
Nickel and This Changing World. agers and theatre audiences so that work complete this additional
to been so great, that it has been made
were produced and distributed in an increased demand became appar- negative from which six individual available for showings before col-
order that Canadians might become ent for more such subjects. Because picture subjects were prepared and. leges, high schools, engineering, in-
better acquainted with the import- of this theatrical acceptance and until the war. used extensively dustrial and technical groups.
ance of one of their major indus- opportunity, additional pictures throughout Great Britain for inter- Accurate records of showings of
tries and the locations of Nickels were authorized. organization and group showings. all pictures, whether to a theatrical
World markets. The picture. Heritage, was pro- Though the company maintains or non-theatrical audience have been
Each of these sulqects received duced and released first to the the- no plants in France it does co- kept. This record is compiled by
the same favorable audience reac- atres and later for non-theatrical operate with a French Bureau of means of a rigid audit system and.
tions as did the first pictures. They showings. This was followed by Information on "Nickel" and late therefore, the company is at all
were also used as an aid em-
to an American version of This Chang- in 1937 a two-reel silent picture times fully informed as to the audi-
ployee relationship in special show- ing W orld. a picture which took with the titles in French was pre- ences it reaches and their reaction.
ings to approximately 9.000 com- months to produce, and had a spe- pared for showing at the Paris Ex- From this carefully controlled sys-
pany employees in Canada. cial music score rendered by a position and later used by the Bu- tem of audits and reports it has been
The value of the two educational 28-piecesymphony orchestra with reau's representatives for presenta- shown company's
definitely that the
films released in the United States Lowell Thomas as the narrator. tion to selected groups. motion pictures have been seen by
had been established and a third During these years the company's One important economical fea- a total audience equivalent to more
was produced in cooperation with master negative film library had ture of the company's entire picture than one-half of the total popula-
the United Slates Bureau of Mines. grown to be rather extensive. How- plan has been its unusual picture tion in the L'nited States.

Xitl^cl films show the muny a/'plicalimts oj Ihc Company's products: here n yiaiil In the lionie. .Monel Metal lends protection and histiiu/ beauty to the cabinet sink,
I'ltileil .-Urlines Irausport plane is equipped with eorrosioit-resistant liiconel. range fop and hood and for the table top shoion in the foreground of this scene.

[24] Business Sckkf.n

 • There is a rich am! fallow
lielil for film production in public A BUSINESS SCREEN EDITORIAL SURVEY
health. Each day new information
is being brought out by medical
and health researchers. Informa-
tion already at hand is not widely
distributed among the people. For I: FILMS l\ PIBLIC IIEUTII
those who would use their advertis-
ing media to serve the public wel- By ALICE V. KELIHER
fare, here is an area in which
genuine service can be rendered. Commission on Human Relations
Public health nursing is one field Progressive Education Association
in which good films are needed.
our reach, awaits public enlighten- stairs and the like, are known
films that will portray not so much to

the skills and techniques of nurs- ment. Pollution still troubles manv some but not to enough.
communities needlessly. We could go on with the rich
ing as the social contribution of the
public health nurse who is at times Accident control is now one of contents of the field in which all of
mother and father to the whole the major concerns of many health us are naturally concerned. The
communitv. We
need to show that agencies (and the insurance com- important thing is not so much what
the public health nurse is at the call panies, too!) Home safety, simple is to be done, as how and by whom.

of all of the population and that safeguards for the home to prevent Films cost money, and good films
her services are as valuable to the slipping in the bathtub, electrocu- cost more than bad films. \^ ith an
fortunates who have incomes as to tions, severe burns, falls on dark increasing p u b 1 i c discrimination
the unfortunates who have none. \
photogenic subject, if ever there
was one. and a profession already
a\vare of its need for films of A TYPICAL
popular interest, await public SAFETY FILM
minded persons who ^^ish to finance
.such productions. •
Nutrition another field in
"Saving Seconds"
is

which many films could be pro- sponsored by the

duced. Modern vitamin experimen- Aetna Life Affil-

tation and the possibilities in vita- iated Companies

min therapy would be fascinating shozvs hoic acci-
subjects and \vould. no doubt, find dents happen and
a large theatrical audience. Prob-
hozv they can be
lems of buying in relation to in-
avoided.
come, the use of a food dollar, are
also of great interest to consumers
who worry daily about the content
ATTENDANCE REPORT: .^ETNA'S SAFETY EDUCATIONAL FILMS
of the family diet in relation to the
contents of this weekly pay check.
The Huxley supervised Enough to
Eat might be an interesting model
for an American film to follow.
There is yet to be produced the nu-
trition film that will deal with the
psychology of over and under eat-
ing. .\nd. in connection with the
same topic, thedevelopment of food
tastes and habits in children would
be of intense interest to parents.
Sanitation and control of epi-
demic diseases also have much con-
tent not yet exploited in film. Flu
and streptococcus infections are be-
ing passed around by a well mean-
ing and innocent public that does
not act in its own best interests.
The toll of the common cold is now
of a magnitude that commands
worried attention of public health
officers. Malaria control is at our
fingertips but ignorance of the fact
thatone man's mosquito mav be an-
other man"s malaria has reduced
the effectiveness of thrilling work
being done by public health oflicers
in the malaria belt of our South
Central states. Pellagra has now
yielded to nicotinic acid but pel-
lagra prevention, so easily within
 HY DONALD I'.. \HMSTR()Nn, V. D.

"Man .'liiainst Microbe" shotcs the ceaseless battle of scieiiCL' St disc

2 Health: & Safety Films

of the Metropolitan Life
Insurance Company
• The welfare divisioiN of the
Metropolitan Life Insurance Com- ^H)NCE UPON
pany produces and distributes, free A TIME"
of charge, motion picture films pri-
marily for use in the health and
safety programs of State and local
health deparlnients. schools, social
and welfare organizations, service
clubs, police departments. safet\'

councils and similar adult groups.

All charges incurred in transport-
ing films to and from exhibitors
are borne by the Company.
Since 1922 when One Scar or
Many — a film on smallpox was —
released, nearly 95,000.000 individ-
uals have seen Metropolitan Life
Insurance Company films, which
are an integral part of the Com-
pany's program of health
whole
and safety education. The primary
purpose of this program is to give
information to the Company's
policyholders on the prevention of
accidents and of the diseases re-

sponsible for a high mortality rate

—especially those for which spe-
cific preventive measures are now
available. In the case of motion
pictures, however, subjects already
adequately covered by national or-
ganizations, such as tuberculosis
and cancer, are eliminated to avoid
duplication of effort.

The other materials used by the

Company in its extensive education-
al program include popular pamph-
letson various phases of health and
safety, which are distributed prin-
cipally by the Company's repre-
 Roilroad Ci^-ler
Corporation
presK"" F^iedenU

IHRllLS tor
X0\)
'HMMWSIOK
IHE SmnD OUT
PICTURES RT
TWO
AT SAN FRANCISCO ... ORLD FRIRS! AT THE NEW YORK FAIR ...

i^ Early ffils year the executives of * Throughout the 1940 season the
the Pennsylvania Railroad were looic-
greatest film attraction of the Fair
Ing for an additional attraction for
/%GAIN, will be "New Dimensions," Chrysler
their exhibit at the Golden Sate In-
as in 1939, Loucks and Norling productions
Motors' sensational new all-Technicolor
ternational Exposition that would draw are audience favorites at America's biggest advertis-
three-dimensional sound motion
crowds, entertain and at the same ing shows.
picture.
time sell railroad transportation.
The Chrysler and Pennsylva:iia films both played to
Entirely original in treatment and
"Thrills for You" is exactly what the
capacity audiences on opening days and, steadily ever
title implies. Its three-dimensional
In production elements, "New Dimen-
since, have hung up attendance records that establish
realism surpasses anything hitherto sions" achieves the ultimate in enter-
a new concept of what advertising films really can do. tainment and The beauty of
seen on the screen. You see a giant thrills.

locomotive swung in mid-air by a 250- Technicolor, the charm of the musical

Loucks and Norling films are not only first in photo-
ton crane in the huge Altoona Works; score, the thrill and excitement of
graphic achievement, they reflect showmanship and
you ride with the engineer in his cab three-dimensional realism, combine to
creative ability. "Color Song," playing at Maison Coty
over the great four-track main line,
make this film one that is acclaimed
passing speeding freight and passen- at the World's Fair, is the first sound Kodachrome film
by critics and public alike.
ger trains. in which optical and special photographic effects have
been used to enhance the beauty of color. The number of people to see "New
Three-dimensional Interiors of the
Dimensions" will be limited only by
ultra-modern cars of such trains as the Loucks and Norling films entertain and sell whether
the size of Chrysler's beautiful theatre.
Broadway Linnlted and Trail Blazer on
the sponsor's product be motor cars, railroad trans-
HHere is real entertainment, and with
their regular runs impress the audience
portation or perfume.
It the audience gets an effective auto-
with the luxury and comfort of rail

mobile sales story.

travel. Your product and problem may be different. A letter

This picture completely does the or a telephone call will start us thinking and planning This picture completely does the

job the Pennsylvania expected it to do. for you. job Chrysler expected it to do.

PRODUCTION SKILL BACKED BY 16 YEARS' EXPERIENCE MAKING OUTSTANDING INDUSTRIAL FILMS

LOUCKS & NORLING STUDIOS

245 West 55th Street Telephone: CO 5-6994 New York City

NuMBF.ii Six • 1910 [27]

 HE li\SPIRED A Umwm FOR EVE SilFETV
HERE'S HOW- *;»c Proteetion Sliilfdhn Ham-tl »n If. tiuilbfrfs Wwrk
• Hitherto an unsung hero save to those for ous instances of avoidable and seemingly im-
MR. INDUSTRIAL whom his unabating efforts have protected the possible eye accidents are pictured and described
precious heritage of their sight. Harry Guilbert. with vivid effect. The efforts of safety director
director of the Bureau of Safety and Compen- Guilbert then take on real meaning.
ADVERTISER! sation of the Pullman Company, has now had Showings of The Eyes Have It have been made
his work extended into before emp oyee groups
1

farflung fields through of many transporta-

ye4.: ^dm4. Can. Jfelfi
the recent production lion and industrial con-
of sound slidefilm.
a lerns. After one of
The Eyes Have It. them. attended by
• Mr. Guilbert has been Worker No. 441 of the
a noted campaigner Sunnyside \ ard. Penn
for eye protection Terminal. New York
For Example:
through his sponsor- City. Mr. Guilbert re-
ship of the now-famous ceived the following:
DEMONSTRATE YOUR PRODUCT—
A colored sound movie we produced Pullman Company rule "I had the privilege
recently, for a manufacturer of road requiring all Company of seeing your safety
machinery, has done an outstanding employees to wear gog- film regarding the care
job. This company is now having us
gles at all times while and protection of the
produce a film on another line of ma-
chinery.
on duty. This manda- eyes. At the end of the
tory order, placed at twenty minutes. I had
GET NEW DEALERS— A steel company the entrance of all re- a feeling far greater
is getting new dealers for their line pair shops and signed than that I had ever
of roofing, fencing and general hard- by the President, makes had after viewing a
ware supplies, with a Burton Holmes- ."
no exception for exe- full length movie . .

produced sound slidefilm.

cutives and visitors. As Production of The

TRAIN WORKERS— A manufacturer of a consequence, the Eyes Have It was un-

structural glass had us produce a Pullman (Aimpany has der the direction of
sound motion picture to train instal- spent $25.1)00 in two Harry Lange of the
lation workers. They say:
years to save a possi- Photo & Sound Divi-
"It is doing a splendid job for us." ble $116,000 in com- sion of Sarra, Inc.
(Chicago) with the
NEW MODELS — During
pensation, not to men-
INTRODUCE
tion the untold grief especially fine photog-
the past six years we've made several
sound slidefilms annually for one of and suffering of the in- raphy an outstanding
largest manufacturers of farm
/1/r.Hurry Guilbert, Director oj the bureau oj feature of this effective
the jured employees. In
machinery. Of the two slidefilms pro- eleven years, only one Safety and Compensation, The Pullman Company slidefilm.
duced so far this year, one has served
employee of the Pull-
vitally in introducing a new model.
The other is overcoming claims of man Company has suffered a disablin eye DeVry Expands Personnel
competitors. injury.
The DcVry Corporation, Chicago projector
It is this message of successful protection
INCREASE DIRECT SALES A large — as well as the contrasting story of carelessness
manufacturer, expanded its visual education ac-
coal company had us produce a sound tivities this month by adding the following men
and accidents which The Eyes Have It portrays
motion picture showing the advan- to their already large list of visual education
so graphically. Sponsored by the National So-
tages of their washed coal. They say: key districts from border
specialists, located in
"There is no other way in which we ciety for the Prevention of Blindness. 50 \^ est
to border and coast to coast: J. R. Cagle, De-
can bring to our customers such an 50th Street. New \ork City, prints and records
catur, Georgia; James F. Doyle, Lisbon, North
accurate and interesting account of are made available to all classes of business.
our plant and processes." Dakota; J. Maxwell Gordon. New York City;
As Mr. Guilliert says, his reward will be amply
Wm. S. Hieber. Atlanta. Georgia; Kenneth
paid if one showing were to save the sight of
Page. Chicago. Illinois.
a single individual.
A. Peterson, Nashville. Tennessee; Everett
The story of this film one of tragedy.
MOTION PICTURES — SLIDEFILMS is
R. Scherich. Inland. Nebraska; John T. MoUoy,
^Tien it pauses for a single instant to permit Chicago. Illinois: Geo. Rovick. Baltimore. Mary-
COLOR BLACK & WHITE the audience to close its eyes to the screen land; Ralph Trinkhau,s. Milwaukee. Wiscon-
image, the recorded voice asks how it would feel sin: A. A. Vogel. Manitowoc. \^isconsin; Wm.
to lose that precious vision permanently. Numer- W. Montgomery, Chicago. Illinois; J. E. Walk-
BURTON HOLMES meyer. Oklahoma City. Oklahoma; U. T. Young.
Marianna. Florida.
Provide Pacific Coast Audiences
FILMS, INC. Through the facilities of ils numerous Paci- Just Off the Press!
fic Coast representatives and regional offices The DeVry Corporation, 1111 Armitage
PRODUCERS • DISTRIBUTORS Los Angeles. San Francisco. Portland and
in Avenue. Chicago, announces the publication of
LABORATORY SERVICE
Seattle. Allied Film Exhibitors. Inc.. announce a new completely revised, up-to-date FREE
7510 North Ashland Ave. • Chicago
the classification of more than 10. 000 consumer FILMS booklet. A bound book, 56 pages in
audiences in 150 West Coast communities. These length, containing over 1200 free films avail-
Telephone: ROGers Park 5056
are located in the states of Arizona, Utah. Ne. able to schools, clubs, churches. CCC Camps and
vada, Idaho, California, Oregon and Wash- other non-theatrical film users. Price with order
ington, effectually blanketing the far west. 50c. An invaluable booklet to free film users.

[28] Business Screen

 ^ ^
I J m \J

SPECIALIST IN THE PR D UCTI ON AND DISTRIBUTION

OF SOUND MOTION P I C T U RES FOR INDUSTRY
Jr'nvifma. inauirn.

AN OUTSTANDING ROTHACKER
THE HIGHEST QUALITY MOTION PICTURE PRODUCTIONS CLIENT IS
The International
AN AUDITED GUARANTEED DISTRIBUTION SERVICE Nickel Company, Inc.
"Nickel" picture subjects produced by us,

and with distribution through our audited

guaranteed circulation service, have been
Wf INAUGURATE A NEW SERVICE IN YOUR INTERESTS..
presented to over . . .

Without any obligation on your part, we will now screen your 70,000,000 PEOPLE
present picture and submit our service proposal.

We offer you a guaranteed national or zone circulation for your United States Distribution in 8,000 theatres,

motion picture message throughout the theatrical or non-

— through our permanent exchanges

theatrical field or both, on an audited basis.

• • •

This service is available to you not only in the United States, it is Guaranteed theatre distribution throughout

available throughout the Dominion of Canada as well. the Dominion of Canada

• • •
Through this service, your picture message can be exhibited to
some 10,000,000 men, women and children consumers, in the Because there are thirty years of practical

course of six months' time. and technical experience in the production

and distribution of high grade motion pictures

A vast audience is also available through our non-theatrical service back of Rothacker, you are well assured of
satisfactory results when you use our service.
in the United States and the Dominion of Canada.

• • •
Rothacker pictures are planned, produced and circulated with

the same skill and thoroughness as the best national publications HOLLYWOOD
used by careful buying advertisers. PRODUCTION AVAILABLE

7 29 SEVENTH AVENUE -
ROTHACKER
- - Cable Address "DUGROTH"
The luxurious lounge of the Electric Club at Twenty North Wacker Drive Private Dining Rooms on the Club Floors offer convenient conference,
has become a traditionally favorite rendezvous of resident executives luncheon or dinner facilities just a few steps from your own private office

UL THE SOCIAL REOllIREMEITS OF BUSINESS

PLUS THE CONVENIENCE AND EFFICIENCY YOU DEMAND
OF YOUR OFFICE HEADQUARTERS AT 20 NORTH WACKER

• First and foremost a center of business activity where the leaders of many
of America's foremost business organizations make their office headquarters

in Chicago, Twenty North Wacker Drive also affords the unequalled ad-

vantage of exclusive private club floors, comfortable club dining rooms and

private meeting rooms, spacious lounges and studio theatres. Just a few

steps from his private office, the busy executive can hold an important con-

ference or enjoy the quiet luxury of a perfectly served luncheon. For all

group meetings and other business gatherings, these facilities are available

during the day or in the evening. Service from modern completely-equipped

Cooled by lake breezes, the lounges on the Club Floors
afford a spacious and comfortable retreat for a relaxing
club kitchens provides a large selection of delicious dishes.
moment away from the tension and cares of the business day
Other Convenient Service Farililies:

Fur execulives and their employees, a modern public

restaurant witli counter or table service is also available

for breakfast, luncheon or dinner service. The Opera

BulTet on the street level is a favorite after-hours ren-

dezvous. Other service facilities include the completely-

equipped building barber shop, tailor and valet and the

Safe Deposit Vaults just off the main lobby.

IN THIS SPAI:E next MONTH:

Tower Offices at Twenty North
Wacker Drive Afford a Maximum
of Cooling Comfort Plus All the
Conveniences Obtainable Only
The beamed and walls of the (Mub Main Dining
ceiling Through the Facilities of the
Koom gives an air of conifortal)le relaxation while
it Civic Opera Building.
guests enjoy a most delicious and \\ell-served hnicheoti

Address All Inquiries to the Office of the President, Mr. James C. Thompson

AT THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILDIN5

20 NORTH WACKER DRIVE 1

PREVUE: REVIEWING THE NEW FILMS

Presented hv The American Cliemislry. a piclurizalion of the

Academy of Pediatrics, and spon- du PonI exhibits at the World's
sored by Mead. Johnson & Com- Fairs. Castle Films participated
|)any. widely known manufacturers in the production of both of these
of baby foods, is a recent \^'il<Jing subjects.
production entitled If Iwn fiohhy
Northwestern Yeast Film
Goes to School.
The film shows, step by step, By the time the 1940 \^ orld'>
precisely what does a physician Fair closes this fall there should
when he undertakes the complete be thou.sands of new breadmakers
physical examination of a child, in American homes. The reason
and explains in language that can for (his renewed interest in home-
be comprehended by any intelligent baking will be Northwestern Yeast
mother just what each lest is in- Company's recently completed
tended to disclose. sound picture Loaf ivith Maca.
which will be shown continuously
Du Pont Promotes Fair during the Fair by Northwestern
* One of the unusual production at their exhibit.

assignments recently announced was \^hile stressing the importance

('astle Films" production of a title- of the new Maca yeast for modern
less, two-reel talking motion pic- streamlined baking, the picture it-

lure for the Finishes Division of self is an intensely interesting and

K. du Pont de Nemours & (Com-
I. instructive course in breadmaking.
pany. Scripted around du Pout's Besides offering valuable hints for
Iampaign for visualizing and em- successful baking. I.oaf uilh Much.
phasizing the importance of the abolishes the old-fashioned impres-
"jiaint .styling" movement to sion that breadmaking at home is

painters, to paint dealers and to a tedious painstaking task. .Ac-

house owners, this two-reeler is un- cording to Northwestern Yeast Com-

titledbecause an integral part
it is pany officials, the picture is part
of a longer movie which pictures of a national educational campaign
ihe du Pont exhibits at the Worlds to restore breakmaking to its former

Fairs, for nationwide showings by eminence in the .\merican home.

du Pont representatives. The film, exactly as it will ap-
.\utomobile refinishers and auto pear at the \^'orld"s Fair, is avail-
manufacturers are seeing a second able in 16mm. form for showing
sound film, also produced by Castle before cooking schools, home eco-
Films for the du Pont Division, nomics classes, women's clubs,and
called Color Accuracy. similar organizations. Recognized
This Division of the du Pont groups may book this picture with-
Company is making still furthei out cost, other than payment of ex-
use of business films with a Koda- press charges, by request to North-
chrome three-reeler. called Spray western Yeast Company. 1750 N.
Waves, and with the Cavalcade oj .\shland Avenue. Chicago, Illinois.

Si'cm-.'; front "Loaf u-ith Mtirti" f'rfldttced hy Chicago Film Laboratory

 ;

illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

So You Want to Write a Scenario

I
How to Use particular leclmicjue. but where they
I Coiitinuril from Page Sixtei'n ]

plus ear appeal of motion pictures,

I Automatic do. this

powerful,
method can be extremely
provided that the plot
unless he permits this appeal to go
to work for his product through

I
Slidefilm solutions are not foolish nor ridic-
ulous and further provided that the
some variation of the newsreel
treatment outlined in group one.

I
Projection: dialogue either handles the adver-
tising in a very natural, quiet way
If the foregoing factors can be held
clearly in mind, the preparation, at
or turns over the actual commercial least in rough outline, for a screen
J With several excellent auto-
matic slidefilm projectors now to an off-stage voice for the last campaign no longer becomes a mys-
§
= on the market, advertising dis- few feet of the film following the tery. At least the basic copy theme,
p play directors and other mer- close of (he plot solution. with its adaptions to "minute
M chandising executives can add
S remarkable interest and con- One advertiser who has spent movie "
technique can now be con-
B siderable added selling punch more than a million dollars in ceived and the cooperation of pro-
M to window displays, outdoor Thf New DcHuvcu L.^novtsor
Slide film Projector "minute movies." has used this type ducers or other people experienced
= signs and many new exhibit Aiitowatic
= possibilities are opened up. The of playlet almost exclusively and in writing scenarios can then be
§ SVE Automatic unit, the new screen unit showing merchan- a few other advertisers are follow- sought for the purpose of refining
= DeHaven Iconovisor, and the dise.
ing suit. and polishing the rough scripts.
M Junior Selectroslide are three
B varying types available. Here 5. PLATFOR.M LECTURES: E.ntertainment: A large number
lecturer can talk without ad-
How Many Scenes Used?
= are some uses
of advertisers who are greatly con-
ditional assistance for slides. There are 90 feet of 35mm film
I 1. WINDOW DISPL.W: show
EXHIBIT BOOTH: shows
cerned with group audiences and to a one-minute picture. Playlets
= colored or black and white mer-
6.
exhibitor reaction, turn to the en-
chandise films in evening complete line of merchandise, have been produced with as few
g cutting size of exhibit needed. tertainment type of playlet, feeling
hours. as one or two scenes and as many
g advertising will
1 2. COUNTER .SALES: stimu- 7. ANNOUNCEMENTS: can certain that their as ten or eleven scenes inside that
late "special" items with "rear-
be used in railroad station, certainly be entirely acceptable. footage. For fast-moving, newsreel
B other public places, for short
g screen" showing of pictures. The experience of these advertisers technique the greater number of
ads.
OUTDOOR EXHIBIT: pro- proves that they are right, in that,
scenes generally employed. This
I 3.
8. .SALES PORTFOLIOS: re-
is
g .iect films on screen on service either straight motion picture en-
]>laces presentation books, is more dangerous because it tends
g station lot, etc., after dark. tertainment or cartoon animation
charts, for traveling sales pro- to make the playlet jumpy, but
I 4. MOVING SIGN: Use in motion uses and product dis- entertainment is. of course, liked when it is handled in a thoroughly
§ adapted billboard with rear- plays, etc.
by both the theatres and their audi- professional manner, it is more ef-
ences. fective as it permits the use of a
Entertainment Playlets wide variety of dramatic shots and
it steps up the tempo of the playlet
Example: One large food adver-
to such a point that the audience is
feeling that their product had
tiser,
keyed-up and hence the impres.sion
no unusual news or demonstration
value has been found to be greater.
feature, utilized a series of Tech-
No mention has been made in
nicolor cartoon animation films so
this article of the use of such
well done that the audiences appear
themes as testimonials or the value
to them on an entertainment
rate
of Color vs. Black & V^liite. These
par willi Hollywood's own anima-
and other such details are actually
tion entertainment production. The
minor to the preliminary planning
advertising in these playlets was
that finally settles on the use of
held to pretty much of a minimum,
cither group one, group two or
brought in at the close of the play-
group three. The possibilities for
let. Yet. the sales increase for this
variation, once this is done, will
product in the "minute movie"
make themselves known to every
markets showed that the combina-
script writerand certainly no rules
tion of acceptable eidertainment
can be set down as hard and fast
and advertising was sufficiently ef-
with respect to their employment.
fective to make the entire operation
extremely profitable. Color Aids Sales Appeal
At the present lime, there are Since the screening rate is no
a number of advertisers u.sing this greater for Color than for Black
VINE AT HOLLYWOOD BLVD.
technique and in those cases where & V^'hite. the use of Color is auto-
the animation is strictly
cartoon matically suggested for many prod-
professional, and the entertainment ucts. These would include any
Tlie ideal headquarters for busy executives.
is handled in a clever way. the ad- product whose variety of colors is
HullvMOod Plaza Hotel is within easy arc-ess to
radio and motion picture studios, leading the- vertising has produced in a thor- important in making a sale and it
atres and distributing agencies, famed night oughly satisfactory manner. It is would also include food products
spots and sport centers. to be hoped, however, that the fine for whom appetite appeal is a
success enjoyed by advertisers using powerful weapon. On the other
this type of playlet will not in- hand, there are many products
PLAN TO MKET YOIK FRIKNDS fiuence all advertisers similarly, be- which do not need the stimulus
IN THE PLAZ.\ COFFEE SHOP cause, where a product has honest of color and while color would be
news value or where a product can just as acceptable, it would not be
be sold best by visual and oral recommeiuicd because of the in-
demonstration, an advertiser will creased production costs of color,
not get the full benefit of the eye, both for negatives as well as prints.

[32] Business Screen

Brilliant New RCA 16mm. Sound Film Projector
is Better 16 Ways!^^^
This simplified sales -making unit has many large, objective lens.Yes— and the sound
exclusive features which put it YEARS AHEAD! takes on new zest, too! For this projec-
Is built by world's most experienced sound
tor has Film Take-up Equalizer — plus
company— makers of the RCA Photophone excellent electro-dynamic speaker.
equipment used by Hollywood studios and in
In addition to giving your sales story
thousands of theatres!
"sing" the RCA 16
that vital Sound mm .

Give your sales messages life, pep, color! Film Projector is easy to operate, easy
—
Make them "sing" and you'll make to clean and adjust, and easy to carry.
more sales! . ^"ith the new RCA 16
. . Threading line cast on projection block
mm. Sound Film Projector you can do greatly simplifies threading. This pro-
it! For this new unit lends fresh sparkle jectoralso offers simple and swift motor
to every picture with its better, more rewind of all size reels. May be used with
brilliant proj ection. 10% to 20% greater microphoneorViarola Attachment. In
screen illumination provided by a
is 3A\.^'n'shencT\6'wa.\s— and is priced uith
specially designed optical system and the louest. For full details mail coupon.
 DiSTiiiHi TiON records have lieeii

toppled b\ tlie Ethyl Gasoline (!or-

poralions sound slidefilm What is

Govtl Gasoline?, according to re-

ports. The film was produced by

Associated Sales Company. Inc..

Detroit. Scan' from film .Arts Corp. (.1/(7-

A basic fihn. designed primarily -a'oul^ce) inovie. "Foundry Protjrcss."
to answer questions about fuel .^tuneinq ladle pouring molten metal at
.';iu<lel',iker Corp. .South Peud plant.
which automobile company repre-
sentatives were constantly asking will be available in the near future,
Ethyl field men. it has enjoyed au- it is reported.
tomatic distribution by practically Emerson Yorke Studio, in col-
all the major automobile com- laboration with E. J. Barnes .As-
panies, according to Julian Frey. has completed production
sociates,
technical manager of Ethyl. Chevro- on a three reel informative film.
let. Pontiac. Oldsmobile. Cadillac.
250 Metropolitan Years, for Met-
SHOWN Plymouth. Dodge. DeSoto. Chrysler.
Amplex. Packard, and Sltidebaker
ropolitan Insurance Co.
Life
which was filmed at
Picture,
BY have used the film, said Mr. Frey. Metropolitan headquarters in New
In addition, the film has been York and at Ideal Sound Studios
circulated widely by the Illinois
in New Jersey, and which feattires
• By illustrating impor- Farm Supply Company, and by an unusual cast of five Metropolitan
four Canadian Oil Companies. The service veterans, was
tant facts with slide- directed
Sinclair Oil Company had Associ-
by Emerson Yorke from an original
films, your salesman ated remake the film especially for
script by Max Schulman. Edward
their own use. And hundreds of
puts drama into the in- copies have been sold directly to
H\land handled the camera. .Solita
Palmer the musical backgrounds.
terview. He concen- interested oil company stations and
Alois Havrilla supplied commentary.
independent stations.
trates the prospect's at-
The film has also been shown
tention on his work. widely in foreign countries through Foreign Ad Films
the efi^orts of such organizations as {C.ontinued from l^a^e 191
He eliminates distrac-
Ford of Canada, Chrysler and Gen- with the audience of a number of
tions and focuses his eral Motors. Countries in which South American countries. The word
V. E. Projector Model G
S. entire efforts on pre-
it has been shown to date include "tire." being an Anglicism or per- —
This 300wait projector tor single Denmark. Sweden. Norway. France. haps we may sa^ an .Americanism
Irame slidefilms is ideal for presen-
tations in halls, class rooms and
senting the story. The England. Portugal, Kenya Colony, — has been translated in the various
large auditoriums. It has the patented Peru. Brazil. The Philippines. Sal- nations in different ways with the
slidefilm aids in telling
S. V. E. Rewind Take-Up v^hich re- vador. Canal Zone. India. Rhodesia. result that we could not use any
winds the film in proper sequence in the most logical
it Egypt, Uruguay, China, Japan, and one word denoting '^tire". because it
as it is being shown.
Java. Special were
electrotypes would not be understood readily in
and effective sequence. distributed in Australiaand New all the countries where the films

When slidefilms are projected with S. V. E. Zealand by the Ford Motor Com- were to be shown. Thus we had a
pany of Canada. case where a Spanish merchandis-
Projectors, no compromise is necessary on bril- The wide circulation of I! Itat is ing film, advertising '"tires," did
liance of pictures, film protection or convenience Good Gasoline? has led the Ethyl not mention the word "tire" once,
Corporation to produce two other and was a very successful pres-
yet
of operation. All S. V. E. Projectors, from the 50 films —
one. W hal is Good Tune- entation. Such language problems
watt unit for contact salesmen to the 300 watt Up?, for the automotive field, and a confront us every day in the prep-
special farm film. John Ross Gets aration of a spoken and |iriiited
models for showings to the largest audiences, the Facts, for distribution through copy and the scenarios.
the farm equipment companies. (Cir-
excel in these qualities. The S. V. E. line includes However, the comprehensive scope
culation figures on these two films and universal knowledge of such
in addition to models for showing slidefilms only, language problems possessed by our
I\ithescof'C (iV. )'.) has just f^roduccd
the versatile Tri-Purpose Projector which shows a sHHcfilw oil odd-lot brokerage pro- highh specialized staff, has enabled
cedure for Ciirlisle. Mcllick Company.& us to introduce our advertising films
single or double frame slidefilms and 2" x 2"
abroad so successfully, that for the

slides. Send now for interesting folder "How to past three years they are daily being
exhibited in all corners of the
Show It" containing complete facts on uorld. and that our repeat orders
S. V. E. Projectors. Address Dept. 6-B. average better than Today, Wr.
the arrival of an order calling for
a film with spoken commentary in
\frikaans. .Siamese. .Arabic or Gu-

SOCI€Ty
ICO CAST OHIO STR€€T
fOR VISUAL €DUCflTIOn.
CHICflCO
IPC.
ILLinOIS
' '
^^^^ jarali
India I.
(dialect
is

order number and put

merel)
used
given
in

in
Bombay.
ihe
uork.
usual

Business Screkn
[34]
 A sound slidefilm. From Our to Ninety-nine.

has lieen produced by the Pathescope Co. of

America. Inc.. to instruct the personnel of
brokerage (irnis throughout the country in tbe COMPANY
£*''*?. I^PUMEHT
workings of an odd-lot house. E*^' «,HHe^POUS-Mouse_Po^
It traces the order from its inception in some

out-of-town office, througli the Carlisle. Mellick

& (^o"s. New York office, the Stock Exchange, and
finally back to its original source.

.A sound slidefilm. for B. Altnian &

color
»t
Co.. has also been produced by Pathescope. and
is designed to instruct new employees as well
»•""
as to give some atmosphere of the store. It is „., ur.

also planned to have all present employees see

the film. In addition many colleges have al-
ready reserved copies for showings in the fall. S.U.. .«'" ')"'"'
«... ^^, ,,,„,,

Castle Subjects for Business

With the advent of numerous 16mm movies
that record phases of the wars in Europe, there
has been an extended demand for them for
use by sales and promotion managers as a part
of their district and trade conventions and meet-
ings. Many such meetings are making use of
films of their own for presenting their messages.
The war films are shown as an added feature,
not only as a means of lending variety for the
sales and audiences but also as a service
retail
on the part of the sponsoring companies. De-
mand for sub-sized films for such uses is not
wholly confined to war films, however. Among
those that have been in most demand in the last O
^UO-le:
y "Sountl Qualities on Our Kotlarhronie Film U
/"
ere Excellent as Uas
few months are the following, produced bv if^^ Q^i^^ Projection . .

Castle Films: Bombs Over Europe, Finliiin/

Fights. Battleship
Graf Spee Scuttled. Swim- 8LIKE De\'ry 16mm. sound motion picliire projectors are famous llie Avorld
. . .

ming and Diving Aces, and Coney Island. over for their ability to safely project ALL FILM, sound or silent, black and white
or K<>DA( CHROME with par excellence <fuality equalled only by the theatre per-
formance of DeVry 35nim. equipment.
PROJECTION SERVICE— EAST WHY MIJSNEAPOUS MOUNE THOVSAISDS OF OTHER
HERE'S - AJSD
'A COMPLETE- DEVRY USERS OBTAIN MARl EEOVS RESl LTS A!\D U HY YOl It ILL, TOO.
MOTION PICTURE DISTRIBUTION SERVICE -A* Abundanre ul' unipIUuution
isouiiil lliance required for color
to penelrale ihe den^e Kodachronie
In all phases for Theatrical and non-theatrrcal pic- sound track. "^ Amplifier designed for the rendi-
tures. The non-theatrical service includes supplying tion of sound from 16min. Koda-
projectors, screens, operators, etc., and transportation. ^ Extrenielv >en*iili\e M>iind nierhan- chronie as well as black and white
isni for proper lianflling of color sound tracks.
King Cole's Sound Service, film sound track.
Inc. if Film threading mecliani^^ni design-
203 East 26th St., N.Y. C. Lexington 2-9850 if Advanced correctly dep^igned optical ed to carefully handle the more
system alVording the superior screen costly denser color prints.
Lxicat opcialiiiij pointa in upper .V. i'. — Ar. J. and Conn.

'II e haw had many e.v-

2uaie: •fUeut tfstintouials rc-
Hartling the simplicity and depend-
COVER YOUR RURAL MARKET ability of yuur machines."
WITH OUR
SIMPLICITY >o other 16mni.
U M.M. PROJECTOR SERVICE .

>ound projector can match the

. .

utter
Write Us For Quotations. simplicity of DeVry 16mm.
projector>.
Easiest to thread, easiest to operate be-
• 1% ATSOIV • cause of a minimum number of work-
TALKING PICTURE SERVICE ing parts and high speed gears.
249 Erie Boulevard West Syracuse, N. Y.
DEPENDABILITY . . . The disposition
of customers, like Ford. International
Harvester, Allis-Chalniers, Standard
Oil, Goodyear, Firestone, ilaterpi
PROJECTION SERVICE— WEST Tractor, etc.. to favor us with repeat
16-MM SOUND PROJECTOR

business is ample proof of the de-

pendability of DeVry projectors.

ALLIED FILM EXHIBITORS, Inc.

672 South Lafayette Park Place Los Angeles, Cal •

EXHIBITORS OP 161VIM. INDUSTRIAL AND

PUBLIC RELATIONS PILMS.
56 exchanges serving 250 commxanities in the
Western Trading Area.

SAN FRANCISCO • PORTLAND • SEATTLE

[35]
Number Six • 1910
 ANIMATED CARTOOMS
DO YOU CONTEMPLATE [Continut'il from I^tif^f 21)
CARTOON ANIMATORS
the purcliase of a screen on which you
may project the story of your projhict
or your service? If you do, may we SCREEN ADVERTISING CAMPAIGN
surfs'"*' that you investigate the merits
of Raven Screens whose superiority Skilled Specialists in Physical
an established among pro- Production of Theatrical
is

fessional, industrial, recreational

fact
and
Quality Screen Ad Playlets —
in Color or Black and White
amateur movie makers.
Literature im Request COMPETENT ART PERSONNEL
FINEST MODERN EQUIPMENT
RAVEN SCREEN CORPORATION
314 East 35th Street New York Ask for Our Quotation
Scene from the Metropolitan Life Insurance cartoon OH Your Next Production
subject "Once Upon a Time" a notable film example

A short excerpt from an advertising brochure SPINN & ASSOCIATES

recently published contains an interesting view- INCORPORATED
point on the animating angle: 3957 North Ashland Avenue • Chicago
"Cartoon and technical animation often serve Telephone: Buckingham 8059
to lift a production from the commonplace. And •TECHNICAL ANIMATION lor ALL PURPOSES
to demonstrate a complicated idea or mechanism, •SLIDEFILMS in COLOR or BLACK 4 WHITE
SLIDEFILM PRODUCERS animation is ffei|ucntlythe only means by whicli
the objective can be accomplished. A trade-mark
comes to life and directs a scene. Mother Goose
tours tile country in her new runabout, demon- SAFE SUMMER
OUAIITY PRODUCTIONS strating safely in driving. A sectional view of a

BLACK & WHITE & IN COLOR Diesel engine slowly changes shape as a piston STORAGE y'oVr films
moves up and down. Anything can happen!" IN YOUR OFFICE
In his article for Nancy Naumburg's "We OR ON THE ROAD
Make the Movies." \^alt Disney says of the ani- VAPORATE NOW— for
owcxnutJ mated cartoon technique:
your films

against summer's sticky humidity.

profection

Division of ^SARRA, Inc. "Tliere has been a great improvement in llie

7696 16 East Ontario Street . Chicago

mechanical end of production. In the okl days
WHItehall Better photo finishes offer you VAPORATE
before sound came into existence most of the Permanent Protection against climate,
cartoon equipment used was makeshift and wear, scratches, oil, dirt, water and finger
crude. Gradually we have improved our cartoon marks on your still films.

technique by improved equipment, so that today

the cartoon is steady and flickerless and the
I
For "DRAMATIZED SELLING" | animators produce better and smoother action.
I
I
in sound slidefilms or in live
talent plays, written and pro-
|
|
Hut the main improvements have been in our
understanding of the medium, better artists,
VAP .Qrate
I duced to fit your needs . . .
| drawing and story technique."
VAPORATE CO.. INC. BELL&HOWELL CO.
I wire, phone or write. | Business can well alTord to study the many 1801 Larchmont
130 W. 46th St. Chicago
applications of this technique to short sales and 716 No. La Brea
PADL HARRIS PRODUCTIONS New York Hollywood
I I advertising films. What has been done most
= 440 So. Dearborn Street Harrison 3983 5 successfully in world of make-believe (as
the
= Chicago, Illinois M
witness "Snow-White") can be done as well in
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

the realm of actuality. The cost need not be Specialists PRODUCTION

in of
Eastern Producers: excessive —
in fact it can be well controlled. MOTION PICTURES
for Infliihtrics and Communities. Black and White or
"FIND OUT ABOUT Color, Silent or Sound. Camera , Projectors, etc., for

CARTOONS SITUATIONS WANTED Sale or Rental.

CdMPI.lCrK GENERAL SERVICE . . . PILM LIIIRARV
FOR OUR NEXT
SLIDEFILIvil"
PATHESCOPE CO. of the North East, Inc.
PRODUCERS! For past tliree years I 438 STl].\RT ST. BO.STON, M.ASS,
irVile
led .stair selling coinnierciul, educational
F. O. ALEXANDER niotiun pirliire.s. tlovered wide territory.
108? Dre«el BIdg.
Ptiiladelpliia, Pa.
All sales at ju;ood priees. No eancellatiuns.
Opened new
ried. Good
aeeonnls. Anieriran. Mar-
Excellent relerenees.
liealtli.
/\n ultra-modern
Midwestern Producers: Free lo go anywhere, prefer East. I^et me tell hostelry in the
liow I ean do a selling job for YOU. Box
6, Business Screen, 20 IN. Wacker, Chicago.
heart of Chicago
• Motion Pictures • Slide Films
• Recording • Programming
• SPECIALISTS IN COLOR • A KEFRESENTATIVE with several years"
Ohliiin Our h.slinuite jar YOIK I'mtluiliun experience as Producer, Account Executive
and film equipment siilesman seeks addi-
FILM ARTS CORPORATION tional products to sell on a eoniniission
basis. Now contacting all film users in l!hi-
MILWAUKEE, WISCONSIN
eugo and Midwest market. Box 12, Business
717 W. Wells St. Phone Daly 5i70
Screen, 20 !\»>rlli Wacker Drive, (!liii-ago.
HOTEL
[86] BUSINE.SS ScUKEN
 VISUAL DISPLAYS
NEW EQUIPMENT FOR MODERN VISUAL
DISPLAYS: RETAIL MERCHANDISING IDEAS

Intjuirii's regariliiigequipment and processes described on lliese pages

PRDJttTOW
OR SMAU
should be addressed to the Visual Displays Editor, c/o Business
Screen Magazine. 20 North Wacker Drive, Chicago. This new
department will be extended as regular feature in succeeding issues.
FOR llBlil
• In THE STUDiosof Burton Holmes
Films (Chicago) a new tliird-tlimen-
practical demonstration of the dra-
matic realism which is possible in
ctiLiND JOBS.
sional slidefilm production program illustrating many types of subjects.
and method of showing was un- Each picture has not only height
veiled last month. The new method, and width, but the true depth of ii^J^
details of which will be fully re-
leased in the next issue of Business
perspective that one sees in view-
ing the actual scene. Observers for-
L
Screen, was the simplest that has get the presence of the screen and
yet come to our attention, requiring have the feeling of looking through
only the use of a simple attachment a window into the scene which is JUST ONE CARRYING
for standard SVE slidefilm pro- being projected. CASE FOR
jectors in order to achieve the di- The applications of this new-
mentional effects. medium of visualization are legion.
The attachment, in principle Business executives interested in
similar to the Polaroid development showing the true contour of prod-
and requiring the use of viewers hy ucts, the true colors of finishes or

members of the audience, achieves the true texture of fabrics and sur-
remarkable realism. Its low cost faces, recognize in this Three Dimen-
and the corresponding low cost of sion Projection the most efficient «
production should make it a most method of obtaining their objective.
popular and efiicient method of por- Educators can use this new three
traying
with
the products
more compelling realism and
of industry dimension projection to bring into
the class room the glorious beauty THIS ONE
novelty.

REAL LIFE PROJECTOR

of nature, the majesty of Yosemite's
glorious falls and
realism of
the life-like SOUN^D
MAKES CHICAGO DEBUT
scientific
physiology, surgery and other sub-
studies of
PROJECTOR
For the first time in the history jects.

of the manufacture of visual aids The projector which makes pos-

for selling and teaching, an auto- sible this visualization is electrically
matic projector for showing glass operated. The slides
slides in three dimensions is now may be shown automatically and
set in trays,
Soloed, all
JUST TWO CARRYING
being made. It is the Real Life
Projector of the Three Dimension
changed at set intervals
shown individually by pressing a
or may be
CASES FOR PROJECTION PROBLEMS
Corporation, New Holstein. \^ is- control switch placed anywhere de- Imagine! With a Victor projector you can
consin. liut your sales story across to 3 or 3ooii
sired. The advantages of automatic
prospects in the living room of a home, in
A "preview"' of pictures pro- projection make the equipment
a conference room, at conventions, fairs,
jected by this equipment was at- especially suitable for conventions
exhibit— anywhere. No other equipment
tended May 15 in Chicago by Chi-
cago Business Screen editors. Here,
and exhibits
places. The
in stores and other
electrical control of in-
offers such a wide range of uses — is so
easy to carry, set up and operate. That's
for the first time, life-size pictures dividual pictures is appreciated by SALES MEETINGS why Victor is gaining such wide-spread
were projected in three
in full color lecturers who wish to discuss each acceptance for sales and industrial work.
dimensions. The showing was a {Please turn to next page) Because of Victor's exclusive features it
provides clarity of picture and sound which
Side of Ihc Real Front
Lii.-
I'iezi' of projector ivlth must be seen and heard to be appreciated.
slide tray in position for use
Projects either sound or silent films in
color or black and white. Can be equipped
OUTDOORS with Microphone, Record Player and other
Add^A + L'nit equipment. Basic Sound
One case contains the com-
Projector is as low as $275,001
plete sound projector. The
other has two speakers — WRITE TOD.^Y for the new VICTOR Catalog
EXCLUSIVE WITH VICTOR. and latest tested business applications.

|i''3:i' VICTOR ANIMATOGRAPH

CORPORATION
DAVENPORT, IOWA, U.S.A.
Dittributor* Throughout the World!

Number .Six 1940 [37]

 'I

VISUAL DISPLAYS II will not seem true until we add

binocular vision."
{Continued jrom prrvious pu^e\
The Real Life Projector was in-
picture at some length before pro-
vented by Mr. R. V. Brost. now
ceeding to the next scene.
Vice President of the Three Dimen-
The Real Life Projector assures
sion Corporation. The discovery
error-proof insertion of the slides.
was the result of many years of re-
They can never be put in upside
search which had its start when
down. Because they are not changed
Mr. Brost was official photographer
by liand they remain free from
of the Garden (ilub of America. In
thumb prints and finger markings.
that capacity he was called upon to
Each tray holds any number of
make three dimensional photo-
three dimensional slides up to 35.
graphs of private gardens in many
If it is decided to show more than
places throughout the United States.
35 slides during one lecture, the
For such well know'U families as the
tray can be instantly replaced with
by
fastest, surest another tray. The slides do not have
to There is no danger
be bandied.
Rockefellers, the DuPonts. the Dor-
rances and the Vanderl)ilts. he made
three dimensional photographs in
of breakage or becoming finger

Railway Express marked. The Real Life Three

Dimensional Projector will show,
color. Because there was no projec-
tor on the market at that time for
showing these pictures to an entire
in addition to the Three dimension
group they had to be enjoyed hy
Top-speed service, day and night, to any point anywhere for slides, h e conventional slides.
t

the old-fashioned stereoscope. Only

Low and no
When these are used the trays will
spot releases, features and equipment. rates, one person couhl look at these views
accommodate twice as many slides
at a time.
extra charge for pick-up and dehvery in all cities and prin- as can be used with three dimen-
With the advent of Polaroid
cipal towns. For fastest service obtainable— Am EXPRESS— sional projection.
glass. Mr. Brost saw an opportunity
With three dimensional slides,
3 miles a minute. Complete. Direct. Economical. A phone to develop a projector that would
there is a slide for each eye. The
.show the |)ictures in three dimen-
call brings us to your door. slide for the right eye shows the
sions. This year, for the first time,
scene exactly as the right eye would
the projector is being built commer-
view it. The slide for the left eye

Railwa^
AGEN'CY ^WF INC.
XPRESS taken from a slightly different per-
spective, shows the scene exactly as
cially for the use of business firms,
educators,
terested in
lecturers
showing
and others
life size
in-

pic-
this eye would observe it. When the
tures in three dimensions.
NATION-WIDE li A I L - A I R SERVICE projected picture is viewed through
Polaroid glasses, each eye sees only The Jantzen Knitting Mills, Port-

the view that would naturally land.Oregon, is introducing its

Amertea'a Greatest it

19-W bathing suits with a travel

have in observing the actual scene.
PLilY6R01JXD The objects in the scene appear at show of
three dimension color
slides. These are now being shown
HOT NATIONAL PARK, ARKANSAS
SPRIJVGS
the true distances from the observer.
The projection of three dimension
pictures is the only way to truth-
in department stores throughout the
country. Crane & Co.. United Air

fully reproduce the colors of nature. Lines. Elgin Watch Co.. and the
Add healthful years lo your life by exercising
and toning up ihe system. Enjoy the moun- As Professor Kennedy, well-known Hickok Manufacturing Co. are also
tain climatt^' and all forms of recreation. Bathe authorityon three dimension pro- said to have contracted for the
in the famous medicinal waters of 47 U. S. service.
book "The De-
jection says in his
Government-supervised Hot Springs. Stop at
the Maje.^itic Hotel for fine accommodalions, velopment and Use of Stereo Pho- Scores of other prominent com-
single rooms with or without bath, and smart tographs; for Educational Pur- panies which have heard about the
2, 3. or 4 room suites. Government-supervised
poses." "even when we succeed in projector are now considering it for
bath house in connection. .Moderate rates.

from SL-SO. Two restaurants &er\ing the finest obtaining films that will truthfully possible use in 1940 sales promo-
of food. Beautiful Lodge <iii Lake Hamilton. reproduce the colors of nature, they lion plans.

HOTEL
MAJESTIC sittrv fitnl't-rciK'f hi/ •fwfiii tivoih

)iri-<lion-Snithm->t lh)lel>lnt- Mr». H. Grady Mannin-:. < iluirinan -K li. Mrl.jrhin. Geiil \lgr.

[•!«] BlISIM^SS ScliEKN

iioneering in
a NewAudience

A name in lights ... a crowded lobby ... a

packed house. Into moviedom's world of real-

istic make-believe stream 85,000,000 Americans

a week — two-thirds of the walking population

of a nation. Overnight a fad is born ... a style
adopted ... a song hit made ... an opinion molded.
Yes — to see is to believe. But, to see and to
hear at the same time is to believe and to re-
—
member in detail for days to come.

"DEALIZING the vast influence of this

A^- rommcrcially unexplored medium, the
J. Walter Thompson Company, some years
ago, undertook a pioneering job to turn
movie audiences into net paid circulation
... to develop new techniques in advertising
and puhlic relations for the screen.
RESULTS: During the last 16 months we
ha\e prnduceil 1.5 pictures have opened . . .

up aiijiroximatelv 5.000.000 theatrical cir-

culation heretofore unavailable for com-
mercial pictures have developed theatre
. . .

classifications now
standard for the medium
. have produced the first fan mail in the
. .

history of commercial movies.

New frontiers exist in business today, just as

tlicy dill in the 1870's. when James Vi'alter
Thiim|ison first convinced magazine owners
that they would not lose readers by agreeing
to sell space to advertisers . . .

Today, 70% of all movie theatres accept

commercial movies (circulation: 45 million)
.And todav, among all advertising agencies,
. .

we are rendering the most complete motion-

piclure service — starting with the script and
ending with the distribution of the film.

We would apprccinle an opporlimitv to dis-

cuss with ynu this nciv and effective addi-
tion to our services. For your convenience
we suggest that you communicate with our
nearest office, listed at right.

J. Walter Thompson Company

NEW YORK CHICAGO ST. LOLTS SAN FRANCISCO HOLLYWOOD SEATTLE
MONTREAL TORONTO LONDON PARIS ANTWERP SAO PAULO
BUENOS AIRES RIO DE JANEIRO CAPE TOWN JOHANNESBURG BOMBAY CALCUTTA
SYDNEY MELBOURiNE LATIN.AMERICAN AND FAR EASTERN DIVISION
 W/'ITH MORE THAN 10,000 Rexall drug stores, of all sizes and kinds,
each of which handles from 10,000 to 15,000 items, the United
Drug Company has a tough educational job on its hands.

Uniform high standards maintained by Rexall drug stores all over the
country give ample evidence of the dexterity with which this problem
is being handled.

Among the sales educational instruments which United Drug finds most
effective is the talking picture. The current showing of the picture,
"In Your Town," is assisting greatly

... to step up attendance at 1940 Rexall State Club Conventions:

... to present clearly and dramatically the modern operation of a suc-

cessful Rexall drug store.

There is nothing wrong with American business

that better salesmanship can't cure

Sales Meetings
JAM HANDY a
• Slidefilms • Talking Pictures # Convention Playlets
7t a animation

^ New York if Hollywood ^ Chicago ^ Detroit ^ Dayton •k Boston ^ Wilmington!

IJ^Wftjl 44th Street 7046 Hollywood Boulevard 230 N Michigan Boulevard 2900 East Grand Boulevard 702 Mutual Home Building 258 Park Square Building 922 Shipley Street
HEmpstead 5809 STAle 6758 MAdiaon 24S0 ADams 6289 DEVonshire 7174 W;(mington 4-2401
 ['

ISJJlHiJiJULa'HHJi

IN THIS ISSUE: SCREEN ADVERTISING II; NEW FILMS;

K A MODERN MANUAL OF 1940 SLIDEFILM PRODUCTION
or/
 !

Commercial Pictures?
We^ve been making ^etn for 2S gears!
Analyze any Paramount piclurc and you"ll find that belnnd tlie cnlertainment
there's plenty of "selling." You'll discover that every
opus we've turned out since
Paramount was a pup has had those elements all commercials should have Each
one has been custom-built to sell something to the Great American Public to . .

sell thrills, or romance, or adventure ... to estabHsh a style, or a trend ... to

put over difficult abstract ideas ... or to create quickly a mass market for some-
thing concrete, as we've done time and again when, through skilful presentation,
we've transformed some unknown into a national celebrity overnight

Paramount knows how to produce pictures that sell whether they're for —
We've taken some of our experts in audience appeal, called
ourselves, or for you.
"em "The Industrial Film Division," and they're now exclusively at v«(/r service.
They'll take your special problem, build it into a selling script, wrap it in pro-
fessional entertainment, and give you a finished picture you'll be proud of.

It'll be a connnercial, all right — but at the same time it will be living, vital
stuff!Which is exactly the kind of picture American audiences have been getting
from Paramount since 1912.
Why not call or write today and discover what Paramount can do for you?
No obligation, of course.
P. S. Our Jirst linlii^lriiil Film Division production. "T/ip Miracle of Milk,"
pnxluccd Jor the Stotc of Pvvw York, and distributed independently, has broken all
records Jor theatrical playdatcs by any picture of its type and have you seen
. . .

' hile the City Sleeps," the picture eueryone's taJkinfi about ?
)( Vie made it Jor Ford
Motor Company. H 'e'll be happy to arrange screenings for you, at vour coneenience.

a Paramount Picture
your seal of success

PARAMOUNT PICTURES INC. • 1501 BROADWAY, N. Y. C. INDUSTRIAL FILM DIVISION

 How Incorrect Threading of Film Is Prevented in FILMOSOUND PROJECTORS
No matter how carefully you prepare the business
film that tells your sales story ... no matter how
much time and talent go into its planning and making
... no matter how much money you invest in it the —
final step on which success dependsthe projector
is
with tvhich you show it. If projection falls short of
theater-quality reproduction of sound and picture, the
whole show^ will be mediocre, or ruined.
good business to take that chance
It isn't because
. . .

it a chance you need not take. Filmosound Pro-

is
jectors, precision-built by the makers of Hollywood's
professional equipment, absolutely assure the clear,
steady, brilliant reproduction of both sound and pic-
ture that well-made films deserve. The use of Filmo-
sounds by practically every great film user in American
industry is conclusive evidence of that.
—
Furthermore Filmosound Projectors positively
Press the guard. Film drops Release guard. Film now
eliminate all possibility of film damage resulting from Put film approximately in
place on the new Safe-lock into place, is engaged by cannot jump off to tear it'
incorrect threading. They cost less per year of service self on sprocket teeth
Sprocket sprocket teeth
and are so easy to operate that audience attention is
focused ON
THE PICTURE ~;/o/ distracted by the
machine.
There is a Filmosound or Filmo Silent 16 mm. Pro-
NEW CONSTANT-TENSION TAKE-UP
jector for your individual needs. For information, use • The new B&H self-compensating con- the proper pull regardless of the size of the
the coupon. Bell & Howell Company, Chicago; New stant-tension take-up is another improve- reel —
regardless of the amount of film on
York; Hollywood; London. Established 1907, ment now incorporated in all Filmosound it. The entirelength of film— long or short
Projectors. It eliminates take-up troubles — is taken up smoothly and evenly. Mail
at their source . automatically maintains
. . coupon for complete information.

FILMOSOUND "MASTER"- a powerlfui

16 mm. sound film projector for serving larger
audiences. Offers a wide range of services * j»^
and great audience-handling capacity.. *T"Iw

JVl<^
^c°<^
with Our Compliments?

MAIL COUPON FOR

"SHOWMANSHIP"

FILMOSOUND "COMMERCIAL" is a compact.

single-case projector offering the utmost in convenience BELL & HOWELL COMPANY
and simplicity of operation for the busy salesman. It pro- 1808 Larchmont Avenue. Chicago, 111.

vides uninterrupted three-quarter-hour showings of theater ( ) Send 36-page, illustrated booklet:

quality in salesroom, showroom, hotel room, or moderate- Showmanshtp, Toduy'i Formul,i for Sellins-
sized auditorium. Has 750-watt lamp, powerful amplifier, Send details on Filmosound ( ) 'Commercial'
speaker-hiss eliminator, "floating film" protection, and ( ) "Master"
provision for using microphone or phonograph */*^*^
turntable. Price, only *x/0 Name Title

Company
PRECISION-MADE BY Address

BELL & HOWELL City State bsnos-

 Business Screen
THE MAGAZINE OF COMMERCIAL AND EDUCATIONAL FILMS

Cover: Visiwl Selling: 1940 by Camera. Inc.

(Left) Director's Chair by Irving Browning
New York Letter 8
Professional Standards. An Editorial 10
A Dealer Program That Sells an Industry 13
Films at the 1940 New York World's Fair 14
Casting the Characters 16
PREVUE SECTION
A 1940 Safety Films Report 17
Safety on the Screen, by E. I. Woodbury 17
SCREEN ADVERTISING —2
Promoting Screen Ads 21
Screen Ads for the Dealer 22
A Modern Manual Slidefilm Production 23
(An Introduction to the Sound Slidefilm)
Technical News 28
VOLUME TWO • 1940 • NUMBER SEVEN
• Business Scieen Macazine, issued by Business Screen Magazines, Inc., 20
North Wackei- Drive, Chicago, on July 30, 1940. Editor; O. H. Coelln. Jr.;
Associates. R, C. Danielson Robert Seymour, Jr. (New York editor). New
;

York offices: Chanin Building. Phone Murray Hill 4-1054. Acceptance under
the Act of June 5, 1934. authorized February 20. 1939. Issued 8 times
—
annually- plus 4 special numbers. Subscription S2.00 for 8 numbers. Foreign:
J3.50. 50e the copy. Entire contents Copyright, 1910. by Business Screen
Magazines. Inc. Trademark Reg. U. S. Patent Office. Application for entry
as second-class matter is pending.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

QirmiM] vit NEWS AND COMMENT OF THE INDUSTRY

• The growing list of "syndi- survey of the situation. Business television in theatres may shed Harvester Company (at Spokane,
cated" sound slidefilm subjects on Screen will undertake to present a further light. Wash., showed the Company's films
such subjects as salesmanship, safe- comprehensive report to both edu- to a total attendance of 18,750 per-

ty, buymanship and similar general cation and industry on this subject. I\ew York Prevue ISote sons who came
to 150 meetings in

topics, including program entertain- Particularly at this crucial period 1939. These were regular dealer-
The Chanin Building auditorium
our national defense program, show-room invitational perform-
ment, has prompted Business Screen in
in New York City played host to the
ances. There were, in addition. 42
to build a library of these materials the potent force of the screen must guests and executives of the Inter-
not be overlooked.
miscellaneous showings, with a total
from which frequent lists can be chemical Corporation at the preview
attendance of 5.995 persons.
issued. There are several benefits of the Corporation's new motion
to be derived: first, it's a good way Theatre Screen Telecasting picture More Than Meets the Eye. News Week claims com- that the
to get prospective users acquainted The picture describes the processes mercial film industry due for a is
Television activity in the New
with the medium and. secondly, it and research back of the manufac- large-scale boom in production
\ork City area is in a change-over
will make for better distribution of
period with both telecasting equip-
ture of chemical coatings — inks, in- right about now because of (1)
these sponsored subjects since there dustrial finishes, enamels, textile "great recent improvement in qual-
ment and receivers requiring alter-
is no existing distribution agency colors, etc. ity as a result of the employment of
ations because of the new F-M
in the field at present. Full details abler directors, etc." and (2) "the
broadcast channel assignments. What a natural film subject is
will be mailed on your written new technique of making the film's
News in the field will come from Mason, re-
the life of \^'illiani H.
request.
search engineer and namesake of advertising extremely subtle." Of
another quarter, we predict, and
Masonite. Similarly the names and
course, a minor note in all this in-
part of this will be glimpsed in the
In a Budget of ISews: crease could possibly be that com-
announcement from Chi-
interesting careers of engineers and scientists
mercial films are delivering the
Washington's scrapping of the cago Balaban & Katz offices, now
who contributed to the American
V^ ay .should be recognized as mate-
goods, i. e., selling men and mer-
United States Film Service makes holders of a telecasting license. The chandise.
rial which the public wants to
it essential that the considerable firm's license stipulates that at least
learn about and which only the
progress made in organization and 100 receiving sets must be pro- Watch these pages for a compre-
film medium can tell so well.
hensive report on films in Canada.
collating of the various film agen- vided at its own expense. English
cies be maintained. In an extensive prewar successes with large-screen One branch of the International —0. H. C.

[4] Business Screen

miu \m urn m% bv i

is4„KELVlNAT0R

PROSPEPT Itluitration from Brobuck Production — "Keep 'Em Keyed To Kelvinaior"

After the big build-up of your advertising campaign— what EXECUTIVE STAFF
happens? Actually, each sale hangs by a thread— in the hands of GEORGE BROSCH President and Director of Sales
a salesman! How to help him clinch the sale is a daily problem.
WILLIAM ALLEY Vice President

That's where Brobuck can help you! It has been proven again P. S. DRE-iFUS Treasurer

and again that a business film— a dramatic, hard-hitting "pic- RAY LAWRENCE Comptroller

turized presentation"— is the surest, quickest way to get your FRANK B. MAHON Manager, Manual Department

selling story across to the trade. EARL E. SEIELSTAD Script li'riter

CHAS. H. SMITH Script Writer

Brobuck's top flight writers have a combined merchandising
NORMAN TERRY Script Writer
experience covering 66 different industries. These men have
G. H.BOBERTZ Script li'riter
been on the sales firing-line. There's nothing theoretical in
ROBT. G. WATERS Production Manager
their ideas.
H. E. HAMMERTON Director of Art

Brobuck tackles tough sales training and educational jobs HAFORD KERBAWY Director of Photography

with an intelligence and a practical technique that get results G. L. SCHUYLER Account Executive
quickly— at reasonable cost. Interesting case histories provide H. C. BAYLESS Account Executive
powerful proof! A Brobuck representative will be glad to tell N. D. ELY Account Executive
you about them. Call him in now. No obligation. R. L. BUCKINGHAM Account Executive

32 Vital Points
ROB/U(Zl<
INCORP.OR^ATED
Write for the Brobuck "Check
Sheet" covering 32 Vital Points that
must be considered in a business fihn
15 EAST BE/THUNE AVENUE DETROIT-MICHIGAN program— a helpful analysis form.

MOTIOX AIVD SLIDE FILxMS-SALES TRAIIVING-SALES LITEKATI'KE-AIEKCHANDISING PLANS

Number Seven 1940 [5]

 —

PARTIAL LIST OF USERS

OF DA-LITE SCREENS
ADDRESSOGRAPH-MULTIGRAPH CORP.
ALUS CHALMERS MFG. CO.
BROBUCK, INC.
BUCKINGHAM & ASSOCIATES
CALIFORNIA FRUIT GROWERS'
EXCHANGE
CHICAGO FILM LABORATORY, INC.
CHICAGO & NORTHWESTERN
RAILROAD
CHRYSLER CORP. The Da-Lite Model B hanging screen is a popular
model for personnel-training classes. The scene shown
COMMONWEALTH EDISON CO. Fur .lUihloiiuJii,,. Da-L.l. mul.L.- a Lunil.KlL' linu of screens, with White, on it here is from "Bullet Proof" —
a production
Silver or Glass-Iiejwliid surfaces. The electrically operated Da-Lite made recently by the Jam Handy Organization for
COOPERS. INC. Electrol screen offers maximum convenience at moderate cost. Frigidaire Division. General Motors Sales Corporation.

WHEN THEIR PICTURES MEAN BUSINESS

DEERE & CO.
E. I. DU PONT
REUBEN H.
de NEMOURS
DONNELLEY CORP.
& CO.
OR THEIR BUSINESS IS PICTURES
THE FIRESTONE TIRE & RUBBER CO.

Division of U.
FISK TIRES
S. Tire

GENERAL MOTORS CORP.

THE GREYHOUND MANAGEMENT
Dealers Corp.
THEY USE DfiSE SCREENS
COMPANY f!<ini|):inies, wliidi invest thousands of
THE JAM HANDY ORGANIZATION
dollars in motion pictures or slidefilnis for
MARX CO.
HART, SCHAFFNER &
sales work or personnel training, use Da-
HOUSEHOLD FINANCE CORP.
Lite Screens to insure perfect projection.
INTERNATIONAL BUSINESS MACHINES
INTERNATIONAL HARVESTER CO.
Producers, who make industrial films

INVESTORS SYNDICATE and want to he sure that their productions

JEWELL TEA CO., INC. are shown at their best, use and recom-
JOHNS-MANVILLE CO. mend Da-Lite Screens. Theatres, museums,
S. C. JOHNSON & SONS, INC. schools and universities which use motion
LEE HAT CO. pictures or slides for entertainment or in-
LIBBY, McNEIL & LIBBY struction choose Da-Lite Screens to be sure
LUMBERMEN'S MUTUAL CASUALTY CO.
of thoroughly satisfactory showings.
MODERN TALKING PICTURE
SERVICE, INC. When you choose screens for your
MODINE MFG. CO. motion pictures, filmslrips, or projected
JOHN MORRELL i CO. color slides, you also will want the greater
PACKARD MOTOR CAR CO. brilliance, convenience and durability of
THE PENNSYLVANIA RAILROAD CO. Da-Lite Screens. Specify DA-LITE and
PROCTER & GAMBLE CO. look for the familiar Da-Lite trade-mark
THE PURE OIL CO.
when you buy.
SAFETY GLASS ASSOCIATION
Da-Lite Screens are available in many
SCHULZE BAKING CO.
STEWART-WARNER CORP. styles, includingfamous Challenger
the
THE STUDEBAKER CORP. (tripod model) which is easy to carry and
TALKING SALES PICTURES can be set up anywhere in 1.5 seconds
THE TEXAS CO. the only screen with square tubing to keep
WEYERHAUSER SALES CO.
the case aligned. .Xsk your producer-
WILDING PICTURE PRODUCTIONS
Modem Talking Picture Service, Inc., finds the Da-Lite Challenger dealer for a demonstration ! Write todaV
WILLARD STORAGE BATTERY CO. very convenient for showing its syndicated sales-training films such
as "How to Make Your Sales Story Sell" a scene from which is c Henl 7H
illustrated above. '""^ UleralUre.
lii„,..,|,ir<. '
UCpi. <1>.

THE DA-LITE SCREEN COMPANY. INC.

27Z3 NORTH CRAVIFDRD AVENUE CHIC AGO, ILLINOIS

Business Screen
[6]

i
Does your Sales Training
bring results like these?
(DISTRICT REPORTS OF A CARAVEL CLIENT)

"Closed eight out of ten franchise prospects.

I?
H you
Si®®!?
vrant proof thai Caravel
Every man in the dislricl volunteered lo select one prospect
Plans get results, check with
and to go after him along the lines suggested at the meet-

American Can Company ing. Of these 'guinea-pig' accounts, eight out of ten were
American Machine and Melals, Inc. closed in thirty days."
The Bates Manufacluring Company
Wallace Barnes Company "Struck most responsive chord of anything in
Elack & Decker Manufacluring Company
Cadillac Motors
years. The meetings were so stimulating that many of the
Calco Chemical Company, Inc. men dug up previous training material which nov/ holds
S. H. Camp & Company
Cluelt, Peabody & Company, Inc.
new meaning for them."
Congoleum-Nairn, Inc.
Dictaphone Corporation
"Putting up prize money among themselves.
E. I. duPont de Nemours The new^ approach lo these old problems has almost made a
Eberhard Faber Pencil Co. own men
game of study. Of their volition the are putting
Ethyl Gasoline Corp.
Godfrey L. Cabot, Inc. up a dime apiece among themselves for prize money."
The B. F. Goodrich Company
Hart Schaffner & Marx "Meetings have to be shut off. The men would
Jenkins Bros. continue on indefinitely if permitted. In many instances
Johns-Manville Corporation
Kenwood Mills they have remained after meetings and asked to go over
National Biscuit Company the same material a second time."
National Lead Company
Pepsi-Cola Co.
To what can these results be attributed ?
Socony -Vacuum Oil Company, Inc.
Swift & Company To the medium employed? To sight and sound? In
Talon, Inc.
a measure, yes. But more important is Caravel's new
The Texas Company
method of interpreting basic selling principles in
OR ANY OTHER CARAVEL CLIENT own business — your own products —
terms of your
your own selling problems.
 — : —

July 25. 1940 placement and build-up might have

• Last month
the
I

major commercial exhibits

visited most of
fea- WORLD'S FAIR LETTER turned this movie into a much
better attraction.
Peanuts
tured at the Fair, but there were a Planter's are also in

few that I missed, so the other day over the highspots of the Fair with- Coty'sColor Song is a good ex- this building showing a short
I went out to recheck on these and out giving a long salute to East- ample of what can be done with Kodachrome Cartoon to demon-
to see some of the minor displays. man's Cavalcade of Color. It's just Kodachrome. strate the interesting line of the
about the same as last year, but it's Food Building, besides peanut plant.
Just the day after my previous In the
beauty seems to increase with each National Biscuit, which rolls mer- There is also a new theatre in
visit a new film was exhibited at
seeing. A lot of harsh words have rilyalong with Mickey Mouse and the Hall of Fashion. This building
the Westinghouse Pavilion called
oscillated up film alley about Koda- W alter O'Keefe, there North- was recently opened and features
The Bugaboo of Bugville. It is is
chrome and its impractibility for western Veast, a newcomer this foibles and fashions for the ladies.
used in the Sterilamp display in
commercial use. but this demon- year, who are operating a continu- For the main part, the theatre will
which ultra-violet light kills off a
slide of ''bugs." This exciting busi-
stration — of slides, to be sure ous projector with a film on bread- be leased to exhibitors in the build-
certainly proves that for beautiful making. Loaf With Maca. This is ing and will house audience par-
ness is projected on a screen, and
color rendition and accuracy. Koda- a nice film and the projection ticipation performances- Occasion-
the motion picture serves as an al- is

introduction to the "live

chrome bows to no other process. pretty good, but there isn't much ally, however, it will have motion
legorical
talent" performance. Highly inani- Many of the laboratories are be- outside inducement to see the pic- pictures, such as The Doctor's
mate figures portray the "bugs" coming more interested in. and bet- ture. located on a circular
It's Daughter, which was shown on
of the slide: strepticoccus. scarlet ter able to print Kodachrome; wall, most of the people I
and Baker's Day at the Fair. R. .S.

fever, etc.. are represented, and best many have installed new printers noticed while I stood there seemed
of all. the common cold, an anemic which make good control a much lo walk right by with just a glance. An Audience Preference Survey
looking little bug with a perpetual easier matter than heretofore. It's too bad. a little more careful being made at the
sneeze. These "bug" figures are Neiv York World's Fair
very cleverly contrived; imagine I {preliminary report)
if the picture have any
were to Persons Interviewed 92 —
wide-spread circulation they might \^'omen —
51; Men 41. —
have commercial application, such
I.
as Disney's Duck and Pinocchio.
The question: "What motion pic-
Bugville is the Kodachrome seat of
tures do you remember Imving seen
the King of the "Bugs"; at the
at the Fair this year?''
end of the film the killing blue
Results
light of the Sterilamp annihilates
them all. The stop-motion action
Exhibitor No. %
Chrysler 36 39.2
seems a little uneven, but that
Natl. Biscuit 27 29.4
fault is well
the ingenuity of the idea.
counterbalanced by
Ot ^ake, EQUIPMENT & PERSONNEL Ford Motor Co 25 27.3
Coca-Cola 20 21.8
found
In the Aviation Building I
Petroleum Industry... 19 20.7
twenty or thirty teen age boys U. S. Steel 16 17.4
gathered in front of a continuous Westinghouse 15 16.4
machine and "wowing" at the con-
tortions of Navy airplanes in a
INDUSTRIAL FILMS! Navy Aviation
Coty. Inc
6
5
6.5
5.5
film about life at Pensacola.The General Motors 5 5.5
zooming noise on the sound track Household Finance.... 5
• E.vpert in the pictorial interpretation 5.5
seemed to attract onlookers from Greyhound 4 4.4
all over the exhibit. There were of industrial sales stories through many British Empire 3 3.3
other continuous projectors in the years of produoing; resull-jgelling; indus- France 3 3.3
hall but none were operating at Little Theatre 3 3.3
MITCHELL CAMEItAS
the time was
trial films, the technical and creative
I there. Lucky Strike 3 3.3
In the space occupied by Aetna staff of Burton
Holmes Films, Inc. is United States 3 3.3
last year in the Business Systems hacked hy complete sound, camera and Others 8 8.7
Building Greyhound has built a Saw None 42 45.8
lig:htinK equipment for any type of
little theatre to show They Dis-
covered America. In it. Hollywood studio and location production — plus II.

The question: ^'W hat motion pie-

Stars Robert Kent and Elinor the most modern, most completelv lure was the most interesting to you
Stewart play the parts of newly- equipped motion picture lahoratory he- at the New York Fair?"
weds taking the Greyhound Great Results:
Tour for tween New York and Hollywood.
Circle
I have a weakness for travel pic-
their honeymoon. Exhibitor No. %
Chrv.^Ier 12 13.1
tures and this is no exception;
Ford 7 7.6
the picture is well made and inter-
esting, but the projection is not
BURTON HOLMES National Biscuit
U. S. Steel
5
5
5.6
5.6
good. The screen appeared
to be Coca-Cola 4 4.4
about 75 or 100 from the pro-
jector, a standard 16 mm. sound
feet
FILMS, INC. Little Theatre
Petroleum Ind
2
2
2.2
2.2
ANIMATION & SI'El'lAL
machine with about a 750 watt OI-TUAL EFFECTS 7510 N. Ashldnd Ave., Chicago. Telephone ROGers Park 505i Westinghouse 2 2.2
lamp, and that is stretching things Navy .\viation 1 1.1
about as far as possible. I would British Empire 1 1.1
think that an arc lamp macliinc- Coty. Inc 1 1.1
would be the solution. Barring that, United States 1 1.1
a lighlcr print might be the ticket. Didn't Know 7 7.6
It would lip imj)ossible to ))ass Saw None 42 45.8

rs] Business Screen

 • ••
HEAjxia;«?rKss spahta ccc dbtbict
Offlcs of tbe Chaplain
Sparta, viae one In

Praises Performance
The Ampro Carporatlon, *? 29, 19^0
285?-51 north Veetern Ara.,

Film Librarian Chicago, Illinois.

Ky doar Mr. Horisaa:

ofAmprosound Projectors It baa bean two years since v« placed

(XT order for Ampro projactore for use In the
caape of the Sparta CCC DlBtrlct The projec
.

tore have provsd to be all we had hoped they

vould bo, la the matters of service and depen-
dability. After two years, repairs are still
• Many projectors appear attractive when limited to minor adjustments.

brand new. The real test of their built-in The projectors have proven themaelTes to
be extremely simple In operation, preeeatli^
qualityand excellence of design lies in what little If any difficulty to the enrollee op-
erator. They do not damage film beyond ordin-
users say about them ''years later." The ary wear. The sound reproduction la excellent
and cons latent
simple straight-forward letter reproduced to We have nerar regretted placing our (

with you.
the right, should speak more persuasively
than all the sales talk in the world. It cov- Tours Tery truly.

ers the quality of service rendered by more

than 50 Ampro sound-on-film projectors RALPH H. DEAU,
in the Sparta CCC district during the past CCC Chaplain,
Films Librarian.

liree vears.

MODEL "UA" 16mm. AMPRO- MODEL *'YA'* 16mm.

SOUND PROJECTOR. Complete AMPROSOUND PRO-
mixing of sound from film, micro- JECTOR. A compact, easy-
phone and phonograph — permanently to-operate unit offering: Ex-
—
attached reel arms ample volume for treme quietness of operation,
audiences ranging from a
lass room to a large ease of operation. 1000 watt
auditorium and — illumination, quick set-up.
many other out- new sound synchro- loop
standing fea- nizer, simplified threading,
tures. and many other unusual fea-
tures.

Price Model "XA

(For sound
speed oniy)
J*/
*"^ J
| •• Complete

Model "YA"
$345 {For sound and silent)

(Complete $295
Complete

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIKIIIIIIilllllllllillllllllll

Send lor LATEST CATALOG

story
showing templet, illustrated

of Ampro's
fundomental Features .-- — -— ,

and Accessories.
Ampro f.orporalion ,
111.
on^o \ \(e*lern Ave., t.liuago. . |

.e^a me m- .ale. _.a.^«.>

'"'"c^nlLn: P.ea^ i;;. .

AMPRO
• ^ ^. TT,,.nM
2839 N. WESTERN
AVENUE. CHICAGO
AVENUE
projectors.

>ame
Address
Citv
Stale
|

I
t
1 ^^ ITT;

til

ilLMS and the cause of democracy have a lot in Such a task will be guided by the memory of the econ-

common. Neither one will work with halfway measures omies of effort which brought defeat in Europe; the

and half-baked understanding; the battles of France responsibility of fullout professional production of in-

proved some of that when they were lost in a confusion structional and inspirational films will be placed in the

of ideologies far afield from the true democratic ideals hands of those qualified to assure their success. % Be-

as we know them. So is the full realization of the film's hind the commercial film medium today there stands,

singular powers for reaching men's minds too often lost ably qualified by experience and personnel, a produc-

in competitive price bidding, amateurish production

tion and distribution industry unaccustomed to the

and half-finished thinking that manages to get the

lavish spectacles of film entertainment but completely

sponsor's first print into a can and keep it there safely

competent in the production of films that bring facts

away from the prospective audiences. 9 It is not a far

into the minds of those who see them with a minimum
cry from our own business and national problems to
loss of understanding and an economical cost result.

the understanding that democracy has not yet lost a

# This industry recognizes professional standards of
battle in Europe because it has not even entered the
quality and maintains these standards in each new
fight. If it had lived no power on earth could have de-
assignment. It will not tolerate the gyp and the fly-by-
feated the united will for freedom among the people

night exile from Poverty Row. It insists that the true

of France and the power of Britain would have been
cost of a film is not in the size of the film negative in the
sufficient to awe the invader. But true democracy does

live in America and it will be kept alive by the under-

camera but what is put before it in the way of profes-

standing of all the people and our common sacrifice. sional talent, adequate sets and other factors essential

% These things will be easier accomplished if we use to the interpretation of the story. 9 Films and democ-

the film's power to sell and tell the nation of them more racy have a lot in common. Both of them prove that

completely than any other medium of communication. the longest road is, after all, the shortest one home.

FILMS AND DEMOCRACY HAVE A LOT IN COMMON

 Modern
*«*» gives Flexibility

to audience selection 9
mid market coverage
^
for your film
^^'V.'•e
f}0
.^^^''•

^ Here are some

A
typical cases of MODERN'S
\
performance:
basic American industry wanted to point out to the general public the
measures it takes to provide safe working conditions for employees; it also

^
w anted to show another, longer version of this film to business leaders and young
people located only in areas where there are factories engaged in this industry.
MODERN staged the shorter film in theatres to an audience of 1.623,633.
The business leaders were covered in 310 selected cluh showings. And
361.149 high school an<l college students have seen the film to date.

A large producer of a basic raw materialmade two versions of a film. A one-

^
reel film for public relations and a four-reel picture for the same purpose
plus product selling. They asked for general public circulation for the first
and selected adults and juveniles for the second.
MODERN staged the one-reel film in 3,000 theatres before more than five
and 1013 club shows delivered 197.682 adults; 1059
a half million people;
high school and college bookings were held before 452.793 young people.

A trade association wanted to place their story before the general public in
the mass. They have used a series of pictures.
MODERN presented, over a four vear period, four of their pictures in
14,881 theatres to a total of 25.355.389.
This client
MODERN.
now has a fifth picture in circulation — again relying on

What your problem? The above are but three more of our dozens of
is

Modern Talking Picture Service can help you. Telephone

satisfied clients.
Circle 6-0910 or write to:

MODERN TALKING PICTURE SERVICE, IIVIC.

9 Rockefeller Plaza, New York, N. Y.

[121 Business Screen

 Mac trlls Sf^fea Ins //. h'l odiiction in full szciiuj for "Goi}i' Places" This trio is featured in the Tc.i\u.j juui.

A 1940 Texas Company Motion Picture Makes a Real Contribution to the Petroleum Industry
Without Relinquishing Direct Value in Selling the Company's Own Service Program

• ^E CAN. in eflfect, say we "heard bttueen the own backyard. In the film a thoroughly dis- !ie\able. down-to-earth slorv for presentation
lines" of the sound track of The Texas Com- illusioned dealer finds out that life holds both to these hard-thinking, thoroughly realistic audi-
pany's 19-iO dealer motion picture which is happiness and a financial reward for those who ences of businessmen. Sometimes the difficulty
aptly titled Coin Places. What we saw on the are wide-awake to grasp them. of that task is under-estimated and. until a
screen was a fresh and well played version of The overall plan was thus presented in the film fails to impress such an audience, the ac-
the familiar ""success after adopting modern initial film, which was carefully dovetailed with complishment goes unrecognized. For the men
merchandising" story; but what we heard and all other promotion and sales activities of the who study the facts presented with the sugar-
saw between the lines was something new and Company. This year, following out its planned coating of entertainment have a keen sense of
vastly more important to all industry —and par- program, the 1940 meetings present to dealers balance and taste.

ticularly to the petroleum business itself. the first steps of the plan in greater detail
How TO Really Start "Goin" Places"
For The Texas Company has made a motion namely, that there no mystery about operat-
is

picture that bridges the too-wide gulf which lies ing a service-station business successfully, and Fromthe reports following recent showings of

between the dealer and the manufacturer and in that any intelligent man. with a reasonably good the 1940 dealer program. Coin Places appears
so doing has given new meaning and significance location and sufficient and proper equipment, to be doing just that —
going places. Its central
own film story. In addition to a lesson on can secure a good income by marketing Texaco theme, which deals with the first steps of the
to its
merchandising. Coin Places sells the dealer products and benefiting by Texaco's activity for —
Plan securing new customers for the service
audience strongly on the petroleum industry it- bringing in customers for those products and station —
is conveyed by means of the story of

self— the jobs and security it provides for mil- the Texaco Dealer's services. two young men, a happy-go-lucky, adventurous
but roaming race driver and his slow-but-sure
lions of people. The man in the service-station .\s in the case of the first film, the producer
business is depicted — and rightly so — as an in- again succeeded in producing a thoroughly be- partner and mechanic. "Speed." the show-off
race driver, smashes up in a small town and
tegral part of this great industry, which pro-
make a good in-
while he is recovering. Mac. the mechanic, takes
vides him an opportunity to
The Te.ras Company representative gets an eyeful
the opportunity to bring both of them a sane,
come, win lasting security for himself, and as Mac shows him some progress in "Gain' Places."
sensible existence with a future to replace their
become a worthwhile citizen of his community.
wanderings, and invest their ""sock" in a service
Because the motion picture presentations are
station, instead of using it to rehabilitate the
believable and interesting. The Texas Company
racing car. They're in business now. but Speed
is able to report that audiences of dealers and
doesn't like it.
prospective dealers have steadily increased from
30,000 to 63.097 this year.
How Mac wins him over with the iielp of Kay,
a pretty girl engaged in running a nearby inn,
Preceded by Earlier Dealer Picture is half the story. The other half lies in the

The Texas Company first presented the re- problems with which they are faced the prob- —
sults of its long study and testing of its Dealer lem of all service-station operators how to —
Profit Plan as a whole at 1939 Spring dealer get customers to come in and bu) ?

meetings held throughout the country and at- Mac finds out about the Texaco Plan, to be
tended by Texaco dealers and their employees. sure, but he also finds out something about the

The all-inclusive idea that Texaco products Company and the industry behind the Plan. That
is what gives this picture its overtone of co-
and modern methods of marketing them are the
basic ingredient for a successful business career operative relationship. Mac's common-sense
was presented time in the spearhead mo-
at that and the courteous way in which he faces the new
tion picture ofcomplete promotion
Texaco's adventure, practically single-handed until Speed
program. This picture was titled Tlie Surpris" turns over the proverbial leaf, are not the typi-
Party. The picture (which, incidentally, won cal situations of a typical commercial film.

mention by Business Screen for its straightfor- Because the character Mac represents all little

ward, effective presentation of a selling, edu- businessmen and because he makes the little
cational theme) brought home the opportunities business man an important part of the whole
which await the service-station operator in his > Please turn to Page .32)

I
Number Seven • 1940 ri3i
 .

FILMS at tkz 1940 \m

These modern theatres and display setn/^s are typical of the 1940 trends
VORK WORLD'S
• In 1939. tlie editors of Business out by Business Screen
Fllft
s reporter-
at the New York World's Fair. The Coea-Cnla and Greyhound theatres
Screen presented a comprehensive on-the-scene. pictures with an en-
present feature films within especially designed film auditoriums; North-
western Yeast presents its sound motion picture "Loaf With Maea" via a survey of the motion pictures and tertainment - educational quality
continuous sound motion f^icture projector installed in the exhibit wall other outstanding visual media at rather than straight technical films.
the New York and San Francisco This theme, aided by generous use
\^ orld Fairs. On these pages and of Technicolor and unusual camera
elsewhere in this issue (page effects, is predominant through the
eight) we review the 1940 edition Fair. As usual, continuous propec-
of the New York show. tion setups were also widely evi-

Once
dent and it was noteworthy that
again, major sponsors of
those which included sound were
feature-length and short commer-
outstanding crowd stoppers. Sound
cial reels have taken their films to
may be an objectionable feature on
the Fair. New arrivals at this
a small exhibit floor or in a retail
year's show include U. S. Steel.
establishment but in buildings and
Ford. Greyhound and Westinghouse.
on grounds built on the scale of
Returning headliners with theatre
the New York exposition, it ap-
setups were Chrysler. General Mo-
pears to be a valuable asset.
tors. American Tohacco. Coca-Cola,
Household Finance. National Bis-
cuit. Eastman Kodak. Metropolitan
I. FILM THEATRES
Exhibitors presenting motion pic-
Life. Coty. Inc.. and the Petroleum
tures or visual displays in projection
Industry. Missing at the latest roll- auditoriums; tlie majority of these
call are Johns-Manville. MacFad- equipped with permanent theatre
seating; ivall screen installations.
den Publications. Aetna Life, Lee
Hats and several other smaller ex- INDUSTRIAL-COMMERCIAL
hibitors. E.XHIBIT.S
AMERICAN TOBACCO COMPANY: "The
The sum total is that films amply
Story of Lucky Sti-ike" a motion
demonstrated their value to most picture presenting the product
users at last year's show. Chrysler story. Projection: Simplex (35-
probably went to the nio.st trouble mm). Screen: Translux (RP)

in preparing its film entertainment CHRYSLER MOTORS: "New Dimen-

for tlie Fair audiences and was re- sions" features 3rd-diniensional
Technicolor sound motion picture.
warded this year as it was last with Projection: 2 Motiographs (35mm)
the longest waiting lines as was with Selsyn Drive for synchronons
the spectacular and always popular screening. Screen: Walker-Ameri-
can (40x60 feet). Seating: 339
General Motors Futurama. The new American. Other Equipment: Bren-
Chrysler third-dimensional film is kert lamps; Air-Temp Air Con-
the first Technicolor stereo subject. ditioning

The award for production dili- COCA-COLA COMPANY: 'Refreshment

gence must be shared by the Ford Through the Years" all-Techni-
color sound motion picture product
Motor Company. The stop-motion
story. Projection: Simplex semi-
color photography and musical portable (35mm). Screen: 10'.
backizi'ounds of the Ford presenta- Seating: 350. Other Equipment:
Strong Arc Lamp
tion Symphony in F are something
to hear and behold. COTY. INC.: "Color Song" Koda-
What the audiences liked best
chrome sound color film (first
utilizing optical efFects, etc. Pro-
were, as has already been pointed jection: 2 Bell &
Howell Filnio-
 sounds. Screen: Raven. Seating: Raven. Seating: 350. Other Equip-
77 Stakmore seats ment: Peerless (1) and Strong (1)
EASTMAN KODAK COMPANY: "CaVal- Arc Lamps
cade of Color" moving color murals SCIENCE & EDUCATION BLDG.: (Little
of enlarged Kodachrome scenes. Theatre) "The City" etc. Projec-
Projection: 11 Eastman slide pro- tion: Simplex 35mm (2). .Screen:
jectors of special construction. Hurley. Seating: 250 Americans.
Screens: Raven (11). Seating: Other Equipment: Strong Arc
none. Other Equipment: York Air Lamps
Conditioning UNITED STATES OF AMERICA: "TheSe
FORD MOTOR COMPANY: "Symphon.V United States" film feature. Pro-
in F" Technicolor feature motion jection: Simplex 35nim (3).
picture presenting industrial theme Screen: Walker- American. Seat-
with unusual optical and production ing: 365 Americans. Other Equip-
Projection: company-adapted pro- ment: Peerless Arc Lamps
jection apparatus. Seating: 950 UNITED STATES (FEDERAL WORKS)
GENERAL MOTORS CORPORATION: Documentary motion pictures.
"Progress on Parade" etc. product- Projection: Simplex 35mm (2).
institutionalmotion pictures, ani- Screen: 15'. Seating: 299 (approx.)
mated cartoons. Projection: Sim-
plex 35mni (2). Screen: Walker- II. FILM EXHIBITS
American. Seating: 650 Heywood- Ej^hihitors presenting motion pic-
Wakefields. Other Equipment: tures on screens in projection cabi-
Strong Arc Lamp; Frigidaire Air nets; by rear-projection within
Conditioning exhibit icalls, cotitinuous and other-
GREYHOUND MANAGEMENT COMPANY; wise. Rear-Projection showings in-
"They Discovered America" motion dicated by (RP). (C) de7wtes con-
picture travelogue featuring bus tinuous equipment vsed. Unless
tours. Projection: Bell & Howell otherwiseindicated all shown are
Filmosound. Screen DaLite Beaded. : 16mm. sound films.
Seating: 98 Lloyds. Other Equip- AMERICAN TELEPHONE & TELEGRAPH
ment: Selectroslide still projection CO.; Industrial films. Projection:
of Kodachrome scenic slides. Bell &
Howell silent (C). Screen:
HALL OF FASHION: Varying film pro- Translux (RP)
grams. Projection: Holmes Sound. CANADIAN NATIONAL RAILROAD;
Screen: 8'. Seating: 280 (approx). Travelogues. Projection: Bell &
Other Equipment: Strong Arc Howell 1200 watt silent (C).
Lamp. Screen: Translux (RP)
HOUSEHOLD FINANCE CORPORATION: CM-FRIGIDAIRE: Industrial film. Pro-
"Happily Ever After" motion pic- jection: Bell & Howell silent (C).
ture feature film. Projection: Am- Screen: Rubber Latex (RP)
prosounds (2). Screen: Raven. NATL. ADV. COMMON AERONAUTICS;
Seating: 226 Irwins. Other Equip- Aviation research films. Projec- "Men Make .^tccl" in this iechnwulvi' sound motion picture being presented to
ment: Typhoon Air Conditioning tion: Bell & Howell Filmosound New York fair audiences in the nezu modern theatre opened this year for visitors
(C). Screen: DaLite (RP) to the U. S. Steel Corporation's educational exhibit building.
METROPOLITAN LIFE INSURANCE COM-
PANY: "Once Upon a Time" etc., NATL. TUBERCULOSIS ASSN ; Health
health ed. motion pictures. Projec- films. Projection: Bell & Howell
tion: Victor Sound. Screen: Raven. Filmosound (C). Screen: DaLite Howell Filmosound (C); Bell & plex 35nim (2). Screen: 12'. Other
Seating: 150 (approx.) (RP) Howell silent (C). Screen: Glass Equipment: Peerless Arc Lamps
NATIONAL BISCUIT COMPANY 'AroUnd NORTHWESTERN YEAST COMPANY: u. S. NAVY AIR CORPS; 'Navy Wings BRAZIL: Scenic and documentary
the Clock" "Mickey Mouse" "Loaf With Maca" product film. motion pictures. Projection: Sim-
. . . of Gold" sound motion pictures.
Projection: Bell & Howell Filmo-
all-Technicolor motion picture pro- Projection: Bell & Howell Filmo- plex 35mm (2). Screen: 12'. Other
gram. Projection: Simplex ,'?5mm. sound (C). Screen: DaLite (RP) Equipment; Peerless Arc Lamps
sound (C). Screen: DaLite (RP)
(2). Screen: Raytone Perforated. PLANTERS PEANUTS: "Mr. Peanut & CZECHOSLOVAKIA: Sceulc and propro-
His Family Tree" animated car- UNITED STATES; Government Works
Seating: 262 Americans. Other ganda films. Projection; Victor
toon. Projection: Victor silent (C). films. Projection: Bell & Howell
Equipment: Peerless Arc Lamps; Sound. Screen: 6'
Screen: Latex Rubber (RP) silent (C). Screen: Raven (RP)
Frick Air Conditioning DOMINICAN REPUBLIC: Scenic and
PETROLEUM INDUSTRY: "Oil Can & RAILROAD SUPPLIERS: "On To Wash-
STATE EXHIBITS Commercial films. Projection: Bell
Does" animated stop-motion color ington" travel film. Projection:
Bell & Howell Filmosound (C).
& Howell Silent (C); Ampro Silent
film.Projection: Simplex 35mm. FLORIDA: Scenic travel films. Projec- (C). Screens: DaLite (RP)
(2). .Screen: Walker-.A.merican. .Screen: Raven. Seating; 150 tion: Bell & Howell Silents (1-C);
FINLAND: Scenic and Commercial
.Seating: 168 Royal Metal. Other WESTINGHOUSE ELECTRIC & MFG. CO.: 1-1200 watt. Screens: Glass, Da-
"The Bugaboo of Bugville" scienti- films. Projection; Bell & Howell
Equipment: Peerless Arc Lamps Lite Beaded
fic product presentation film. Pro-
Silent (C); Bell & Howell Filmo-
u. s. STEEL CORPORATION: "Men Make MASSACHUSETTS: "New England To- sound Arc. Screen: DaLite
jection: Bell &Howell Filmo-
Steel" Technicolor motion picture
sounds (2). Screen: Matte White. day" scenic films. Projection: Am- ICELAND: Scenic films. Projection:
of steel production. Projection: prosound. Screen: 6' Bell & Howell 1200 watt silent.
Seating: 500
Simplex 35mm (2). Screen: Raven.
YALE & TOWNE MFG. NEW HAMPSHIRE: "New Hampshire Screen Raven
Seating: 250. Other Equipment: CO. "Home De- :

fense" etc. product films. Projec- on Parade" scenic film. Projection: ITALIAN CINEMA: Documentary and
Peerless Arc Lamps
tion: Bell & Howell Filmosounds Bell & Howell silent (C). Screen: scenic films. Projection: All Italian
(2). Screen: Glass DaLite (RP) equipment 35mm
GOVERNMENT & EDUCATION PALESTINE: Historical documentary
BRITISH EMPIRE BUILDING: British GOVERNMENTAL EXHIBITS NEW YORK CITY; Civic films. Projec-
films. Projection: Bell & Howell
documentary Projection:
films. U. S. ARMY AIR CORPS: "Wings of the tion: Victor Animatograph silents
(6-C). Screens: Glass (6)
Filmosound (C). Screen; Translux
British Thomas Houston (sound). Army" film. Projection: Bell & (RP)
Screen: 15'. Seating: 250 Howell Filmosound (C). Screen; SWITZERLAND: Scenlc films. Projec-
FRANCE: French travelogues, etc. Translux (RP) FOREIGN EXHIBITS tion: 16mm Swiss Equipment.
Projection: Simplex (35mm). Bell u. s. DEPT. OF AGRICULTURE; Agri- BELGIUM; Scenic and documentary Key: (RP) Rear Projection setup.
& Howell Filmosound Arc. Screen: cultural films. Projection: Bell & motion pictures. Projection: Sim- (C) Continuous projection equipment

Within these imUs (below), the .-Itiieriian Tobacco Coinpanv unreels its enter- ill the t'orlals under this theatre marquee- The Coty huUding (right) aho hojtses
tainingand instructive sound mozie. The Story of Lucky Strike, to Fair visitors. a eoinfortable theatre zchere jeminine visitors can watch a color and sound inozne
Household Pittance Corporation presents its entertaining and instructive films with- of iinitsiinl interest. The Coty film features of^tieal effects achiez-ed in Kodachrome.

THE
.':
TYRANNit
::;:imiao.HVis
^ ^

f
.1 ft llWtfTC4
Robert Ball] win "Penny" Marsha Hunt ''Ev Edgar Bearing "Barney" Frank Feylan "Pete"

• In A SINGLE COMMERCIAL motion 'When Professional Talent ence. \^1iat is true of accuracy in acters, in effect, move easily and
picture of the 1940 season the cast Counts Most props and set design is equally true acceptably into the situations

pictured on this page was assem- A very large percentage of the of the characters. Too. the work of created for the audience. The story
bled. They included actors and ac- commercial films produced require polished actors experienced in tech- is always predominant and the plot
tresses who rate '"tops" among neither Hollywood talent nor the nique is. in the full run of produc- idea the final victor which earns the

Hollywood's favorite featured play- services of any professional talent. tion, less expensive because it en- plaudits of the audience. For the

ers: their combined professional Straightforward factual presenta- ables the director to move swiftly commercial's first and final objec-

years would have totaled many tions of industrial processes, travel- along according to schedule. tive is business and its final success
is measured by the sales results
score. The event was not an excep-
attained.
tion but it was a noteworthy ex-
ample of the recognition on the part Other Name Talent Useful
of sponsors and producers of the Another type of professional
public's role in the commercial film tUi talent is that of the commentator.

show. Here the name of the personality

The picture was the Standard profo!!«siunaI talent proven important means something to the audience
Oil Company's (of Indiana) Penny in$<r(Mlient in pictures that sell ... and so is often employed. It tells
in effect that an interesting and
Turns Pro. Included in the cast
the Names clearly told story of the film can be
were Robert Baldwin. Marsha Hunt ogues and similar subjects would be It Isn't
and Frank Feylan. Baldwin recent- expected. In the same vein, well
less effective sans pure realism. But In the Hollywood star system, the
ly appeared as the juvenile lead op-
known radio personalities, some-
dramatic sequences requiring plot names of featured players mean
times identified with the film spon-
posite Jean Hersholt in Meet Dr. and character action to register an money at the box-office. Not so in
sor's own radio program, can be
Christian: ^larsha Hunt was fea- idea or to create a mental reaction the commercial field, here it's just
very successfully used in commer-
tured in The Hardys Ride High, make up the other and highly im- ability that counts. Star salaries
cial releases.
Winter Carnival, These Clamor portant half of this commercial don't mean a thing; neither do stel-
The Professor Quiz program will
Girls. Frank Feylan's roles in the film business. lar personalities.So the players appear shortly in a commercial
dozen-odd features in which he has Then talent counts. A muffed selected by the commercial film di- short for Du Pont. Ray Perkins
appeared have earned him high- scene, amateurish acting all help to rector are there because they fit the broadcasts for Westinghouse were
rank among Hollywood character destroy sense of realistic action and parts, and are fit to do them, and introduced in theMiddlcton Family
players. to lose the confidence of the audi- for that reason alone. Such char- at the I\'eu' York World's Fair.

Mary Field r Ryan"

 SHFET.

"SAFETV OS THE SfREEi«

bV E. I . W D >
o o tl b II r V . i r «' o f o r . I* o .s f <> r II i v i n i <» ii . at i «» ii » I S a f e I v C o ii ii c i I
• At the terminal of a large nine sound slidefilms produced by turally, they wanted to live. They That's our selling job. .^nd we
company, a couple of
trucking the National Safety Council since didn't have an accident on purpose. have to reach all the people, not
dozen husky-looking fellows enter it began pioneering this effective The reason thev were killed was be- justenough to show a profit. Our
a room and choose seats in rows means of safety education just two cause they had not been reached market is unlimited, and the satura-
of chairs. The lights go out. A years ago. The sound slidefilm now with the sales message or if they — tion point is never in sight.
pencil of light stabs through the has taken a definite and important were reached, thev had not been In this business, parado.xical as
darkness and illuminates a silver place in the Councils program of sold. it is. of persuading people to take
screen at one end of the room. A accident prevention. .A long time ago we learned that the trouble to save their own lives,
needle scratches faintly on a record, Films are helping us sell safetv. accidents don't happen they
just — we have utilized every method of
and then, as a crash of music tem- And it's one of the toughest selling are caused. \^e have discovered public education at our command,
pers to a background, a title flashes jobs any organization ever has had most of the causes. Some of these and employed new ones as they
on the screen . . . to face. It's tougher than selling causes we can eliminate by engi- were developed.
automobiles or toothpaste or break- neering. Some we can get rid of The field of visual education
DEFENSIVE DRIVING fast food. by compulsorv rules on behavior. opened vast new possibilities. Of
A Presentation of Anybody will tell you that he But the ultimate goal in accident course, we have used posters for
the Sational Safely Council doesnt want to get killed in an prevention never can be achieved many years. Although the glass
Punctuated by the ping of the accident. Yet last year 93.000 until we convince Mr. and Mrs. slide and lecture did an excellent
frame change signal, the story be- people were killed, and 8.800.000 America that if they want to pro- job in the magic lantern era. a more
gins to unfold. Two newspaper re- were injured. \^hy? Because they tect their lives, they have to do dramatic and natural medium was
porters are interviewing a truck hadn"t been sold on safety. Na- something about it themselves. needed.
driver who has won a National Then came motion pictures, rap-
Safety Council No-Accident Award idly developed to include both
^Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

for a long record of safe driving. sound and color, unquestionably

Truck Driver Crowley is saying: king in the visual education field.
I TYPICAL SOURCES OF SAFETV FILM PROGRA.MS I
'\^ell. boys, there isn't any mys- But the budget restrictions of a
tery about it! I just follow the Aetna Life & Affiliated General Electric Co.. Vis- Modern Talking Picture
Companies. Safety ual Instruction Section, Service, Nine Rocke- membership association, plus the
common sense and courteous rules Educational Dept.. 151 Schenectady, N. Y. feller Plaza, New York
Farmington .\ve., City (slidefilm-rentah need for producing several films a
of what I call defensive driving." Hartford. Conn. General Motors Corpora- (see cut atiove).
tion, New York, N. Y. year on many different subjects.
The camera follows Crowley's American Aatomobile Motion Picture Bureau,
Assn., 17th & Pennsyl- Goodyear Tire & Rubber National Council eliminated movies from our pro-
big truck as it rolls safely and ex- vania Ave., N, W.. Company. Motion Pic- YMCA, Madison
347 gram.
Washington. D. C. ture Dept.. Akron, .Vve,, N, Y. 19 So. La
voices ham-
;
pertly through traffic; Ohio. Salle, Chicago, and 351
Automobile CInb of So. Turk St.. San Fran-
The sound slidefilm became a
mer into the minds of these men in Calif.. Public Safety Intl. Assoc, of Chiefs of
Dept.. Los .Angeles. Police, Safety Division
happy and entirely satisfactory
the darkened room the philosophy Calif. S Northwestern Univ. considerable
1S27
Travelers Insurance Co., compromise. After
Traffic Institute. Hartford, Conn.
of safety, pointing out the hazards, Chevrolet Motor Car Co.,
Detroit. Michigan.
Orrington .\ve.. Evan- pioneering, it has been accepted
showing how they can be avoided. ston. III. Underwriters Laborator-
wholeheartedly, and the demand is
Employers Mutual Insur- ies, 207 E. Ohio.
Inc.,
For these men are truckers, too. a n c e Co., Wausau. Metropolitan Life Insur- Chicago: also N. Y. C.
Wisconsin. ance Co.. Welfare Di- and San Francisco. now taxing production facilities.
They see themselves riding in vision, N. Y'. C.
Fireman's Fund Indem- U. S. Bureau of Mines. Our policy has been to produce
Crowley's They are seeing
cab. nitv Co., 116 John St.. Natl. Conservation Bu- 4S00 Forbes St,, Pitts-
N. Y. Wl California reau, 60 John St.. New burgh, Pa. programs dealing with general acci-
familiar scenes and situations, but ;

York City.
St.. San Francisco, or dent causes which would apply to
U. S. Dept. of Agricul-
in a new light. They are learning local agencies,
National Safety Council, ture. Motion Picture
Extension Service. virtually any industrial plant. .All
the safe drivers tricks of the trade Firestone Tire & Rubber 20 North SV a c k e r
Co.. .Akron. Ohio. Drive. Chicago. Washington, D. C. transportation com-
factories or
in an interesting, graphic way that
panies have certain common acci-
makes preaching painless.
only one of
flllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllHIllllllllllllllllllNIIIIIIIIIIIIIIHIIIIIIIUIIIIHIIIItllllllllllllllHIIIIIIIIIIIIIIIIIIIIIIIIIIIlin^
Please turn to next pa get
Defensive Driving
{
is

iii'^^-''iiB?^i:i
isM^':;.i{::;iiiiill^^
 ; 2: — :

Si^^iiKSS::;:;^;:^^*;^:^;:

P RE V U E — I I
Safety Films

Newest of tin: :ioiiiiitsli(le fihii ))rog)ams to he relenseil hii the shows the losses caused industry by avoidable plant accidents. Available
National Safety Council, Chicago, is "Invisible Red Ink." This proyram to non-members at reasonable rentals or purchase ... Producers: Sarra, Inc.

SAFETY (III

denl problems, and our films had

to
Hie

be designed so that they would

be equally effective in a
SCREEN—

steel mill
control,
accurately
it

have been exhibited or how many

persons have viewed them. How-
ever, it would be a conservative
is

how many
difficult to
times
estimate
they
mm mmThe field of safety education in
ii the schools
tant elements to assure understand-
or a shoe factory. guess to say that 40 million per- the schools demands special con- ing.
Most films are aimed at employee sons have seen one or more of the sideration. The present numerical A number of films in this field
education, and the result has been Council's films. superiority of silent visual aids and were not included in the listing be-
very gratifying. For example, one We feel that we have just
the growing volume of sound motion low because of their primary school
large concern reported that after scratched the surface in exploiting
picture equipment are important eduralional theme. These titles
showing a film on infection and the sound slidefilm. No longer is
aid for minor wounds, the
factors in preparing material for include many subjects such as .45^
first it limited to sales training. Be-
number of treatments at the first cause it combines effectiveness with this field; the tremendous circula- Daddy. Automobile Safety, Goofs,
aid rooms more than doubled, with low expense, it is just coming into tion and basic educational oppor- Lest We Forget, School Safety
a comparable drop in lost time and its own as a tremendous influence tunity, especially in vehicle traffic Patrols, Spinning Spokes, and
compensation. in public education. safety, are also noteworthy. Street Safety. Principal classifica-
\^ e either sell or rent the films Traffic safety education can be tions are: A. Street and Highway
From the school's point-of-view
and It has been both sur-
discs. carried on in much the same man- Safety; B. Fire Prevention: C.
prising and significant to us that lier that has been so successful in
the large number of programs al-
Forest Fire Prevention: D, First
sales of these sets have been about industrial safety education. The ready available at low cost or en-
Aid; E. Driver Training: and F.
seven times more frequent than field of safety education in the tirely free furnishes further evi-
General Safety.*
rentals. Industrial plants have in- schools is still wide open. dence of the value of oAvning visual
dicated that they are building up There are innumerable possibili- *See: Visual Aids in Safety Edu-
equipment. The methods of pre-
programs for train-
libraries of the ties that haven't even been touched, cation, prepared by Safety Educa-
senting such programs are uniform. tion Projects of the Research Divi-
ing new employees and periodic but I believe it is only a matter of
reshowing to the veterans. time before the sound slidefilm will
An advance prevue showing, pre- sion ; National Ed. Assoc, of the
Since the films are rented or be doing the most outstanding edu- pared questions for review and an U. S. 1201 Sixteenth St.. N. W.,
sold, and thus pass out of our direct cational job in the country. advance discussion plan are impor- Washington. D. C. Price: 25c.

A 1940 CHECKLIST OF SOUND & SILENT MOTION PICTURES & SLIDEFILMS

Editor's note: Please use care in is an appeal for fire prevention tion in the home. Safe handling tension Service, Washington, INC.. 20 N. Wacker Drive, Chi-
referring to sources of films listed in the home. of flaniniabte liquids is demon- D. C. Rental: Free. cago, 111. Rental; $2.50 jier day.
when applying for loan. School
safety subjects included are only
Fire Protection: 16 mm. silent — strated. An appeal for care in preventing
forest fires for the protection of
The approved methods of
citation are demonstrated
resus-
clearly
1 reel. Distributed by : Various Preventing Fires Through Elec- Demonstrates proper
representative of a long list. and effectively in this film. Ex-
state and local depositories. trical Safety : 16 mm. silent — wild life.
method of extinguishing camp cellent for showing before audi-
I. MOTION PICTURE FILMS... Deals generally with fire fighting reels. minutes. Distributed by:
3(1
fires, handling matches, etc. ences of almost all types or ages.
FIRE PREVENTION and its history. Covers firemen International Association of Elec-
Approved by the Underwriters: training, fire extinguishers, arti- trical Inspectors, 85 John St., Friends of Man: 16 and 35 mm. Emergency Treatment of Frac-
16 and 35 nun. sound 4 reels. — ficial respiration and school fire New York. N. Y. silent 4 reels. Distributed by: tures: 16 mm. silent I reel. Dis-
tributed by: Aetna Life Affiliated
—
Distributed by: Underwriters Lab- drills. Deals with the proper handling U. S.Dept. of Agriculture, Mo-
oratories. 2IJ7 E. Ohio St., Chi- and maintenance of electrical tion Picture Extension Service. Companies, Hartford, Conn. Rent-
Fire Safety: 16 mm. silent— 1 reel.
cago, 111. : 161 Sixth Ave.. New eciuipnient in preventing fires. Washington, D. C. Rental: Free. al : Free.
Distributed by: Various state and
York, N. Y. and 500 Sansome Home and public fire prevention. A forest fire picture, showing Film is designed for advanced
; local depositories.
St., San Francisco. Cal. Rental: the dangers involved in the prac- first aid instruction in Industry.
Deals mostly with fire prevention Sounding the Alarm: and 35
16 "burning off." Romantic Rather technical throughout.
Free.
Technical in subject matter, show-
in the home. Covers proper treat-
ment of burns.
mm. sound — 1 reel. Distributed
tice of
story runs through the film, mak- Life Saving: 16 and 35 mm.
by Aetna Life Affiliated Com-
ing testing procedures and routine
:
ing it dramatic and convincing in sound— 2 reels, 20 minutes. Dis-
Fire Weather: 16 and 35 mm. panies, Hartford, Conn. Rental its safety message.
analysis of all sorts of devices
conducted by the Underwrit*?r8 —
sound 2 reels. Distributed by : Free.
Ways
tributed by: U. S. Dept. of Agri-
culture, Motion Pictures. Extension
U. S. Dept. of Agriculture. Motion An appeal against the sending of Pine to Profit: 16 and 35
Laboratories.
The Bad Master: 16 mm. silent
Pictures, Extension Service. false alarms. A fast-moving story mm. sound —2 reels, 20 minutes.
Service. Washington, D. C. Rent-
al Free.
:
Washington. D. C. Rental: free. adds to the effectiveness of the Distributed by U. : S. Dept. of An excellent film on safety in
and sound— 1 reel. Distributed Shows cooperation between film. Agriculture, Motion Pictures Ex- swimming. Shows various proce-
by: Various state and local deposi- Weather Bureau and Forest Ser-
U. S. Fire Fighters: 85 mm. tension Service, Washington, dures in rescue work and also
tories.
Deals generally with fire preven-
vice. Contains location of fire
use of radio truck. Largely tech- sound — 2 reels. Distributed by
D. C. Rental Free. :

An excellent film on the dangers Schafer Prone-pressure method of

tion in the home. Covers such nical best for regions in forest
;
R. K. O. Radio Pictures. Inc..
of forest fires and the proper
artificial respiration.

things smoking, flat irons, local office.

as areas.
"March of Time" film dealing
methods of fighting them. GENERAL
electrical equipment, etc.
Modern Magic in Fire Protection: mostly with fire prevention in the The Red Poacher: 16 mm. sound Beneficient Reprobate: 16 mm.
The Danger That Never Sleeps:
35 mm. silent — reel. Distributed
Distributed by
kler Co.. 48
: Roekwood Sprin-
Harlow St.. Wor-
home. Describes the work being —
and silent 25 minutes. Distrib- sound— 4 reels.
Motion Picture Bureaus. YMCA.
Distributed by;
1
done by the National Fire Protec- uted by: Walter O. Gutlohn, Inc.,
by Visual Instruction
: Service, cester. Mass. Rental: Free. tion Association in bringing about 35 W. 45th St., New York. N. Y. Produced by Woman's Christian
Iowa State College, Ames. Iowa. A technical approach to industrial modern fire-fighting systems. Rental §3.00 per day for sound
:
Temi>erance Union. Rental: free.
Rental Free.: fire prevention. Shows the oper- version and $2.00 per day for Direct analytical study of effects
Best suited for child audiences. A ation certain types of sprin-
of Firemen of the Forest: 16 mm. of alcohol with laboratoi-y tests,
story built around the fire hazards kler systems. Considerable ad- silent —3 reels. by Distributed :
silent film.
Demonstrates proper forest fire etc.. detailed. Only indirectly with
of the average home. Picture is vertising for Roekwood products Wisconsin State Conservation fighting methods and use of mod- driving safety.
rather old, but safety message is is involved in the picture, but sub- Dept. Madison, Wis. Rental: Free. ern equipment in actual fire
Demonstrates the causes of forest Carbon Monoxide: The Unseen
still effective. ject matter is worth while and scenes. Strong in appeal for fire Danger: 16 mm. silent— 1 reel.
well presented. fircH and the methods of preven-
Fire Prevention: 16 mm. silent— tion being employed in Wisconsin.
lirevenlion in the forests. Pistributed by: U. S. Bureau of
1 reel. Distributed by : Various More Dangerous Than Dynamite: FIRST AID Mines, Dept. of Interior. Pitts-
state and
local depositories. IK mm. sound— 1 reel, 9 minutes. Forest Fires or Game?: 16 and burgh, Pa., Rental: Free.
Film is in two i)arts First half — Distributed by: Various state and 35 mm. sound and silent 1 reel. — Artificial Respiration: 3.5 mm. Shows vividly how this deadly
deals with fire prevention in build- local depositories. Distributed by: U. S. Dept. of silent —1 reel. Distributed by gas may be encountered in ga-
ing construction and second half Covers accident and fire preven- Agriculture, Motion Pictures, Ex- NATIONAL SAFETY COUNCIL. rages, workshops and homes and

IJ
S?;«?>x-»^-:^':-:vS

P R EVU E— I

Safety Films
I

young man. who drinks before Rental: $5.00 per reel for 2 weeks Once Upon a Time: 16 and 35
visualizes methods of reviving of
home.
driving, working and in the
driving. or less. mm, sound 1 reel. —
Distributed
'.ictims. One of the M-G-M "Crime Never free, by Metropolitan Life Ins.
35 mm. Everybody's Business: mm. 16 New York City, the sponsor,
GamblinR With Death: 35 mm. Stop Silicosis: 16 and
and sound and mm, Pays" series. A dramatic story Co..
-ilent — reel. Produced by New
1
—
sound 1 reel. Distributed by: silent
sound. Distributed by: NATION-
35
of a young hit-and-run driver, or Motion Pic. Bureau,
Prize-winning animated
YMCA.
cartoon
York Central R. R. Apply hdq. U. S. Dept. of Labor, Division of who is caught by police and
for information since film possibly Labor Standards. Washington. AL SAFETY COUNCIL, INC.. eventually sentenced to prison. especially suitable for schools
D. C. Rental: Free. 20 North WackerDrive, Chicago.
Also deals with drunken driving. showing reasons for accidents and
(ibsolete. 111. Rental: S2.50 per day, silent
Illustrates the danger of silicosis their prevention in fairy-tale
Crade crossinK accidents analyzed version, $5,00 per day. sound The Hit That Scored: 33 mm,
and dust hazards in industrial manner.
with brief cartoon interludes. Out
Gives detailed but com- version. silent 1 reel, —15 minutes. Dis-
mm. sound —
tributed by NATIONAL SAFETY
of date in style but possibly use- plants. Over Here : 16 1 reel.
Illustrates interesting test in
prehensive information on how to
:

ful for driver training. Theme COUNCIL. INC., 20 North Distributed by: Y.M.CA, Motion
eliminate these hazards. which one car travels the length Picture Bureau, 347 Madison Ave.,
worthy of modernization and re- of a city, obeying all traffic regu- Wacker Drive, Chicago. 111. Rent-
lease. What Price Safety?: 16 mm. lations. The other car travels the al S2.50 per day. New York. N, Y. Rental: Free.
Learn 16 and 35 mm.
to Swim: sound —
2 reels. 2ij minutes. Dis-
same route. speeding. beating
:

Originally produced by the Bell Eddie Rickenbacker makes an ap-

peal for careful driving. Com-
sound— 2 25 minutes. Dis-
reels. tributed by: Teaching Film Cus- traffic signals, etc. Stresses auto Telephone Co. of Pennsylvania in
tributed by: U. S. Dept. of Affri- todians. Inc.. 25 W. 43rd St., Subject matter pertains to pares the number of people killed
condition and responsibility of 1931,
New York. N. Y, Rental: SIO.OO vehicle in war with those killed in traffic
c-ulture. Motion Pictures. Extension drivers and pedestrians. Original- commercial operation.
for two weeks or less. careless truck accidents. Originally sponsored by
Service. Washington. D. C. Rent- ly produced for Plymouth Divi- Shows results of
A story of safety in building con- driving and then illustrates the the Goodrich Silvertown Safety
al: Free. sion, Chrysler Motor Car Co.
Discusses racketeering League.
Excellent film, pivinp demonstra- struction.
Facts Behind the News: 16 mm. importance of careful driving.
tions and instruction on the best against the regulations of the
— Horse Sense in Horse Power: 16 Pedal Yoor Way to Pleasant
procedure of learning to swim. building code. Also some general sound 3 reels. Distributed by:
Motion Picture Bureaus. Y'MCA. mm, sound— 1
Distributed reel. Places: 16 mm. silent 1 reel. —
Originally prepared for CCC information on public safety,
Also sponsor: Pennzoil Co.. Oil by American Automobile Associ-
:
Distributed by: Various state and
classes. ation. Washington. D. C, Rental: local depositories. Rental: Free,
VEHICLE TRAFFIC City. Pa. Rental free. :
A film on safe bicycle riding.
Millions For Safety: 16 and 35 Always Trust a Lifeguard: 16 and Sponsor calls attention to "extra Free.
mm. silent and sound — 1 reel. 35 mm. sound— 4 Produced reels. margin of safety*" obtainable in Illustrates the development of the
Covers registration, inspection and
regrulations.
Distributed by: Port of New York
traffic
and distributed by Goodyear Tire oil product. Shows recent speed Automobile Industry with scenes
Authority. New York City. Rent- & Rubber Company. Motion Pic- tests in air. land and sea in fast- from the early days of motoring Pedestrian Habits: 16 mm. silent
al: Free to New York and New ture Dept., Akron. Ohio. Rental: moving newsreel style presenta- and action shots of testing mod- —1 reel. Distributed by: Elwood
Jersey. $1.25 per day to other free. tion. ern motor cars. Appeals to the Bancroft. 126 E. Columbia Ave.,
states. Professional - caliber presentation Follow the White Traffic Marker: motorist to recognize his respon- Battle Creek. Mich.
Picture outlines the various main- of safety-tire promotional theme sibility on the road. Illustrates correct method of walk-
16 and 35 mm. silent— 1 reel. Dis-
tenance activities in New York with story background. Entertain- Human Mileage: 16 mm, silent ing in icy weather, entering and
tributed by: U, S. Bureau of
City. Deals mostly with care and ing and convincing without usual Mines. 4S00 Forbes St.. Pitts- and ^ound 1 reel. Obtainable— leaving automobiles, crossing the
upkeep of the Holland Tunnel and horror scenes and situations. burgh. Pa. Rental: Free. only in state and local depositor- street, etc.
George Washington Bridge. And Sudden Death: 16 mm, sound Tells of the importance of cement ies. Withdrawn by sponsor. Remember Jimmy: 16 mm. silent:
More Than Talk: 16 mm. silent —6 reels. Distributed by: Films. in making highways safer. Deals Primarily tire sales presentation 35 mm. and sound— 1 reel.
silent
2 reels. minutes. Distributed
30 Inc.. 300 W. 42nd St., New York particularly with white cement but sequences devoted to traffic Distributed Fireman's Fund
by :

by: EKvood Bancroft. 126 E. City. Rental : S20.00 per day highway markers. safety with accident scenes de- Indemnity Co., 116 John St., New
Columbia Ave.. Battle Creek, two short subjects on picting slogan; "brakes stop the York: 401 California St.. San
includes Handlebar Hazards: 16 mm. wheels but tires stop the car." Francisco, or through local com-
Mich.
A school film, outlining a general
same
A
reel.
feature-length movie, made by
silent, color 1 —
reel. 20 minutes.
mm. pany agency.
Distributed by: Employers Mutual Keep Up With Traffic: 16
safety program. Message directed Paramount Studios, Stars Ran-
Drake and
Insurance Co.. Wausau. Wis. sound 2 reels. —Distributed by :
Highway and local safety film de-
picts tragic results of automobile
to parents of school children or dolph Scott, Frances Produced by R. L. Swanson, Portland Cement Association, Chi-
Stresses vari- Tom Brown. A vivid picturization accidents. Especially for schools.
school authorities. Appleton, Wis, Rental: Free. cago. III. Rental: Free.
ous of school safety ac-
phases of the great dangers involved in A review of the bicycle safety Depicts the importance of engi- Safety on the Highway: 16 mm.
tivity and their importance. speeding and drunken driving. program being carried on by the neering in safe highway construc- —
sound 1 reel. 5 minutes. Distrib-
Safety First: 16 mm. silent — Bicycling With Complete Safety: Appleton. Wis,. Police Dept. tion. Shows what is being done uted by Various state and local
:

reel. 12 minutes. Distributed by: 16 mm. sound 1 reel. —

Distributed Shows inspection and traffic regu-
photog-
in many parts of the country to
build safe roads.
depositories.
A "March of Time" adaptation of
National Rifle Association. 1600 by: Cycle Trades of America. ation activities. Color
Rhode Island Ave.. N. W., Wash- Chanin Bldg.. New York, N. Y. raphy is effective. Knights of the Highway: 16 and ".4nd Sudden Death" — the famous
ington. D. C. Rental: Free. Rental Free. :
—
Heedless Hurry Endless Worry: 35 mm. sound 2 reels. Dis- — article appearing in Readers Di-
A dramatic and emotional
Primarily for school use. Shows
the correct and incorrect ways of
Kansas City Police Dept. account
of progress in bicycle safety.
16 mm. sound —
1 reel. Distributed tributed by Chevrolet Motor Car
Co., Detroit. Mich, Rental: Free,
:
gest.
portrayal of the tragedy of auto
by: American Automobile Associ- accidents.
handling rifles. Shows correct ways of handling ation, Washington, D. C. Rental: Picture deals with commercial
bikes and the importance of ob- vehicle operation and interstate Safety's 16 mm. sound
Champion:
Sentinels of Safety : 16 and 35
mm. sound — 1 reel. Distributed serving traffic regulations.
Free.
Deals mostly with pedestrian safe- hauling. Stresses safety in night — 3 Distributed by: Y. M.
reels.

by: Aetna Life Affiliated Com- Bill's Bike: 16 mm. silent, color ty. Safe and unsafe driving prac- driving. C. Motion Picture Bureau.
A.
—1 reel. 15 minutes. Distributed 347 Madison Ave.. New York: 19
panies, Hartford, Conn, Rental tices also shown. Good movie for Learn to Live: 16 and 35 mm,
by S. LaSalle St., Chicago. HI. : and
Free. by: Motor Vehicle Dept, of Wis- audiences of all ages. sound— 1 reel. Distributed
351 Turk St.. San Francisco. Cal.
Discusses the various hazards in consin, Madison. Wis. Hell Won't Have Him: 16 mm,— Aetna Life Affiliated Companies,
the home and describes methods Picture in story form. Shows Safety Education Dept., Hartford. Rental : Free.
reels.
.... Sponsor: Bruce Dodson Features Ab Jenkins and his speed
of preventing home accidents. youngster, who has accident with & Co,. Kansas City, Mo. Conn. Rental: Free.
tests on the salt flats of Utah.
Then Came July 5th : 16 mm. his bicycle and then reforms in Truck driver film showing safety A series of seven units, available Shows Jenkins as an example of
—
sound 1 reel. 9 minutes. Dis- his ideas about safety. angles involved.
mm.
singly or in a set. Subjects cov-
How to park a car, safe driving. Originally spon-
tributed by Various state and : A Challenge to Chance: 16 mm. Highway Adventures: 16 ered are :
sored by Firestone Tire and Rub-
local depositories. —
sound 1 reel. 20 minutes. Dis- sound — reels.
.. Distributed by how
how
to turn at an intersection,
to avoid skidding, how to ber Co. Frequent mention of
Sponsored by the United States tributed by Portland Cement
: sponsor: Michigan State Highway Firestone Tires.
Junior Chamber of Commerce and Association, Chicago. HI. Rental: Comm.. Lansing. Mich. pass a car, how to cross the
Professional - quality presentation street, when to cross the street Saving Seconds: 16 mm. silent
the International Association of Free. Distributed by NA-
2 reefs.
Fire Chiefs. An appeal for the Stresses the need for good high-
SAFETY
:

COUNCIL.
careful and supervised use of fire- way construction in reducing TIONAL
accidents. Gives worth- INC., 20 North Wacker Drive.
works. traffic
explanation of highway Chicago, III. Rental: S5.00 per
Why Not
Live ? : 16 mm. sound while
day.
silent— 1 Distributed planning and engineering.
and reel.
Ganz Company. Lose: 16 mm. A film, proving the folly of sav-
by : William J. The Chance to ing seconds at the cost of human
19 E. 4-th St.. New York. N, Y. sound — 1 reel. Distributed by: lives. Shows accidents on the
Rental Free. : NATIONAL SAFETY COUNCIL, highway and explains why they
Covers home, highway and farm INC., 20 North Wacker Drive, were caused. Stresses good care of
safety and the work of the Amer- Chicago. Rental: §5:00 per day. brakes and how to handle car on
ican Red Cross in its first aid Received award as best safety film curves, wet pavement, at inter-
activities. of 1&37. Has scenes showing the sections, etc.
INDUSTRIAL construction of modern motor
Screwdrivers of 1940: 16 and 35
Dangerous Dusts: 16 mm. sound cars. Illustrates the chances taken
by many drivers as compared
mm. sound^2 reels. Distributed
1 reel. Distributed by: U. S. by: Shell Oil Co., St. Louis, and
Dept. of Agriculture. Motion Pic- with the chances taken in various Rental free.
principal agencies. :

tures Extension Service. Washing- forms of gambling.

ton. D. C. Rental: Free.
A film devoted almost entirely to
dust explosions their cause and
prevention.
Factory Safety: 3.T mm. sound
1 reel. Distributed by: Chevrolet
Motor Car Co., Detroit, Mich.
A complete picture of safety work
in the average industrial plant
and the ideal methods of conduct-
ing a safety program. Illustrates
planning and engineering for
safety meetings and other
safety ;
Highly entertaining, Hollywood-
Cross Road Puzzle: 16 mm. silent. cast safety presentation which in-
Distributed by American Auto. troduces the heedless pedestrian
— Assoc.. Washington. D, C. Obso- and driver theme. Sequel to
lete car styling, etc.. so direct in- Show Your Colors. Shell's 1939
quiry before arranging showing. Technicolor film. Shown in con-
Rental: free. junction with Oil From the Earth.
Need for cross-road safety pro- a two-reel product presentation
gram depicted. film.
Cycling in Safety: 16 mm. silent Take It Easy: 16 mm, sound 23 —
— 1 reel. 10 minutes. Distributed minutes. Distributed by: M, G,
by: Goodyear Tire and Rubber Bullock. National City Lines. Inc.,
Co.. Akron. Ohio. Rental: Free. 20 North Wacker Drive., Chicago.
Covers tire safety for motorcycles. Rental: $10.00 per day. Pur-

and the individual Primarily an advertising film for

This sigyi at the Pullman Companifs Chicago shops is the 111.
activities: chase: §185.00 (Quotations furn-
worker's own part in this safety Goodyear Life Guard Inner Tubes. keynote of "The Eyes Have It," an eye-accident prevention ished on alterations in "foi*ward"
work Death Never Takes a Holiday: sound slidefilm program described in these pages. to suit particular needs).
The Outlaw: 16 and 35 mm. 16 mm, silent— 1 reel. 20 minutes. An excellent film on metropolitan
silent— 2 reels. Distributed by Distributed by: Visual Education bus operation. Built around a
Mutual Insurance Co.. of modern safety in highway pa- and howto walk on the highway. theme of "Safety. Courtesy and
Liberty Service. University of Missouri.
Boston, Mass. Rental: S5.00 per Columbia. Missouri. Rental: Free. trols and maintenance as well as Service." Thoroughly covers bus
The Man At the Wheel: 16 mm. maintenance, personnel relation-
day- Picture in story form. lUustrat^ vacationing spots of state, etc. sound 1^2 reels. Distributed by:
"King Carelessness smuggles a young man and his girl in scenes Highway 16 and
Beautificationi Various state and local deposi- ship, and safe and efficient bus
troupe of mischievous imps into of driving.
reckless The spree 35 mm. silent and sound 2 reels. — tories.
operation. Produced by and for
a factory but the factory man- ends in death for both. Story, al- Distributed by: U. S. Dept, of National City Lines. Various
ager, safety engineer and the is negative in
A "March of Time" production, types of buses illustrated. Prac-
though dramatic, Agriculture. Motion Pictures. Ex- covering traffic safety on a rather
workmen regain control. approach. Some scenes rather tension Service, Washington, ticallyno advertising.
broad scale. Discusses education,
Railroad Safety : 16 mm. silent gruesome. D. C. Rental: Free. engineering and enforcement as The Truck and the Driver: 16 mm.
— 1 reel- Distributed by: Various
The Devil is Driving: 35 mm, Describes methods of beautifying the logical means of reducing ac- sound— 1 reel. Distributed by:
state and local depositories. May Distributed by: highways and, at the same time, NATIONAL SAFETY COUNCIL,
from Eastman sound— 7 reels. cidents.
Wacker Drive,
be purchased Columbia Pictures Corp., local eliminating the dangers. INC.. 20 North
Kodak Co.. Teaching Films Div., mm, sound Man on Horseback: 16 and 35 Chicago, 111. Rental: ?5.00 per
Rochester, N. Y.. Price S24,00.
representative.
A feature-length picture, starring
Highway Mania:
Distributed by
16
Walter O.
mm, sound 1 reel. Distributed — day.
mostly with the progress 2 reels. by: Chevrolet Motor Car Co., De- Deals with truck driving. A con-
:
Deals Richard Dix and Joan Perry.
made in railroad safety. Discusses Gutlohn. Inc.. 35 W. 45th St.. Mich. Rental: Free.
Dramatic story of a district at- troit. vincing and effective portrayal of
safety in maintenance and con- New York, N, Y. Rental: 34,00 Covers the training, duties and correct procedures in city driving
torney's fight to reduce highway per day.
struction. More-or-less institution- accidents. Shows court scenes and functions of the mounted police- and on the countiT highways.
in its message. Sponsored by the New Jersey man and his efforts to improve Covers many phases of truck oper-
al action shots on the highway. State Highway Commission. In-
A Safe Day : 16 mm. sound— 35 mm. sound— terviews of traffic authorities by
pedestrian safety. ation and maintenance,
minutes. Distributed by: Drunk Driving:
reel, 10
2 reels. 21 minutes. Distributed Lowell Thomas. Dangerous driv- On Two Wheels; 16 and 35 mm. Turnaboat Man: 35 mm. sound
Chevrolet Motor Car Co., Detroit. — 1 reel, S minutes. Distributed by:
by : Metro-Goldwyn-Mayer. local ing hazards are illustrated and sound 1 yj reels. Distributed by
Mich. Rental: Free. representative. correct methods given. Chevrolet Motor Car Co., Detroit, Chevrolet Motor Car Co.. De-
Subject matter covers home, high- Mich, Rental: Free.
way and industrial safety. Effec- Won the David S. Beyer Award Hit and Run Driver: 35 mm. Mich. Rental: Free. troit.
for the best theatrical film on sound— 2 reels. Distributed by Illustrates safe bicycle riding. An amusing portrayal of poor
tive safety message to the aver- during 1939. A manners on the highway. Shows
traffic safety Teaching Film Custodians. Inc.. Shows proper rules and traffic
age worker on the value of safety highly emotional and dramatic why bad manners in driving are
in his daily life. Shows typical 25 W. 43rd St.. New York. N. Y. regulations for cyclists.
routine film, telling a tragic story of a
safe worker in his daily
 : . — :: :
: :

PREVUE — IV Safety Films

during which the latter points out TIONAL SAFETY COUNCIL. Evanston. Illinois, has done to CIL. INC.. 20 North Wacker
not only just as out-of-place as INC.. 20 North Wacker Drive, gain reputation as a safe city. Drive, Chicago. 111. Rental: Free.
society, but are much
more the many hazardous conditions ex- its
in Chicago, Rental: Members Purchase: $7.50 (f.o.b. Chicago.
dangerous.
isting because of filth and care- III. Planned Highway Safety: Length:
less housekeeping. The criminal is $2.75 first week and $2.25 each 15 minutes. Distributed by: Fed- III.).
Watch the Road Signs: 16 mm. week additional. Non-members Received first award by American
minutes. later beaten up and thrown out. eral Works Agency. Public Roads
silent color--l reel 10
when the workers are convinced $5.00 first week and $2.50 each Washington. Automobile Association. Motion
\ehicle Administration,
Disti-ibuted by: Motor that "grime doesn't pay." week additional. Purchase: $7.50 Picture Traffic Safety Committee,
Madison. D. C. Rental: Free.
Dept. of Wisconsin. to members and $15.00 to non- as the most effective sound-slide
Handle With Care: Length: 20 Emphasis on good road planning film on traffic safety during 1939.
Wis.' Rental: Free. by NA- members. (All prices f.o.b. Chi- and construction for safe driving.
reaa minutes. Distributed A dramatic story of how new
Discusses how to recocnize,
:

SAFETY cago, III.) Also an argument for uniform

and understand different typ^
otr TIONAL COUNCIL,
An entertaining and instructional Demonstrates impor- scientifictests are being used in
INC.. 20 North Wacker Drive, traffic laws.
road Exrlains the >^hape.
signs. program on truck operation. Two drunk driving cases.
of each type. Chicago. 111. (Available only to tance of correct highway guides
color, size. etc.. newspaper reporters are given You Bet Your Life: Length: 25
and members.) Rental; $2.75 first and signals.
Also covers the development the assignment of finding out why minutes. Distributed by: Travel-
importance of road signs. week $2.25 each week additional. Safe Length 30 min-
Currents : :
ers Insurance Co.. Hartford, Conn.
:

Purchase: $7.50. truck operators are able to drive

and (All prices f.o.b. utes parts)2 Distributed by :

Drivers: 16 mm. silent such big clumsy vehicles with so ( .

We Cleveland, Ohio.) Center for Safety Education. New

Rental: Free.
sound 35 mm. silent and sound-— Features workman, who "pooh- few mishaps. Interviews with Features the comic character,
:

Distributed by: General drivers of various types of trucks York University. 20 Washington "Ozzie," and his adventures on
1 reel. poohs" safety. Cartoon charac- Square North. New York. N. Y. the highway. Humor is used ef-
Motors Corp.. New York. N. Y. ter in safety poster conies to life and demonstrations of "defen-
Rental $1 .00 per day for each
Rental: Free. and explains to workman the sive driving" tactics. Good pro- :
fectively in getting across the
gram for civic groups, as well as part. Purchase: $6.00 per set.
Features the cartoon characters. importance of lifting and han- Shows the safe way of using elec-
rights and wrongs of driving. Best
"Sensible Sam- and -Reckless dling materials carefully. Hernia
commercial drivers.
tricity in the home, including ap-
suited for general audiences.
Rudolph" and their contrasting and back strain are discussed and Inertia: Length 15 minutes. Dis- proved practices for avoiding fires HI. FILM STRIFST^LENT
directions and advice to a driver. method? of lifting and tributed by: American Legion,
driv- the jiroper that result from the misuse of (All film stripn printed on 35 mm.
Crt)od scenes of various safe handling many different tyiies of Office of the Dept. Adjutant, appliances. Part
electrical 1. film.)
ing practices. materials are illustrated. Work- state post, or Americanism Com- "Safe Currents." shows how elec-
With Care: 16 mm. sound— 1 reel, man is later convinced by the ex- mission. Indianapolis. Ind. Rent- INDUSTRIAL
tricalshocks can be prevented. Care and Use of Rubber Protec-
10 minutes. Distributed by: Chev- planation and changes his attitude al : Free. Part 2. "Fire by Wire," illus-
Car Co.. Detroit. toward safety. Demonstrates the law of inertia tive Material : Public Utilities)
(
rolet Motor trates the prevention of fires in
as applied to safe driving. The Length 30 frames. Distributed
Mich. Rental: Free. Red Length: 20 the home due to electricity.
:

Invisible Ink: by: NATIONAL SAFETY COUN-

A private motorist learns from a minutes. Distributed by NA-
:
importance of slowing up for
Safe Seeing Safe — Driving: CIL. INC.. 20 North Wacker
truck driver that commercial op- TIONAL SAFETY COUNCIL. curves and starting slowly is ex-
Distributed
promote safety on the plained. Mental reactions and Length: 25 minutes. Drive. Chicago. 111. Rental: Free.
erators INC.. 2(1 North Wacker
Drive. by: CJeneral Electric Company. 1 Purchase: $3.00 (f.o.b. Chicago).
highway to a much greater extent Chicago, 111. (Available only to other safe driving practices are
River Road. Schenectady, N. Y. Changing Insulators With Live
than the average person realizes. members.) Rental $2.75 first
also compared with the law of
:
Rental: Free. Line Maintenance Tools Public
Many pood scenes, illustrating week $2.25 each week additional. inertia.
A technical presentation of the Utilities) Length IS frames.
I

safe practices in tr uck drivi ng. _

;
Life Savers of the Highway :

Purchase: $7.50. (All prices f.o.b.

Length: 10 minutes. Distributed advantages of good highway light- Distributed by : NATIONAL
II. SO UND S LIDEFILMS Chicago, III.)
by Northwestern University ing. Causes and prevention of SAFETY COUNCIL. INC., 20
{All sound-slide fil'i'H printed
on An appeal to business manage- :

night accidents are included. Dis- North Wacker Drive, Chicago. III.
Traffic Institute. 1827 Orrington
35 mm. film and accompanied hfi
ment to recognize the importance Rental: cussion is made of headlight ad- Rental: Free. Purchase: $1.S0
of a planned safety program, not
Ave.. Evanston. III.
sound mcHnage on a 33-1 '3 r.p.m. Free. justment, various types of lamps, (f.o.b. Chicago).
Special projector only from the humanitarian stand-
recordiny.
IKiint, but from the standpoint of
Made primarily for demonstration etc. Distribution and
Maintenance:
necettsarii.) of proper highway first aid meth-
actual dollars and cents. Stoi-y Safety in Numbers : Length 10 : (Public Utilities) Length 2S :

INDUSTRIAL pictures two old friends meeting ods to police officers. Describes minutes. Distributed by: Various frames. Distributed by: NATION-
The Eyes Have Length: 20 It: on a train. One is on his way to the great dangers involved in mis- state and local depositories. Rent- AL SAFETY COUNCIL. INC.,
handling accident victims. 20 North Wacker Drive. Chicago.
minutes. Distributed by: The Na- a safety award banquet. The other al : Free.
Presents plan for community
a Rental: Free. Purchase:
tional Society for the Prevention Live Longer With Light: Length: III.
comjilains of the rising cost of
Blindness, Inc.. 50 West 50th accidents in his business. The 20 minutes. Distributed by: Gen- safety and the part civic groups $2. SO (f.o.b. Chicago).
of
New York, N. Y. Purchase: "safety skeptic" is finally con- eral Electric Co.. 1 River Road. can play in solving local traffic Infected Wounds Length 31
St.. : :

vinced by his friend that a well- Schenectady. N. Y. Rental Free. problems. frames. Distributed by NA-
?7.50. :

A dramatic appeal for the use planned safety program is bound Stresses the value of good high- Sealed Beam Headlight for Safer TIONAL SAFETY COUNCIL.
of goggles in Industry. The value to reduce the cost of accidents way lighting. Gives statistics on Night Driving: Length: 30 min- INC.. 20 North Wacker Drive.
and importance of goggles is dem- and inefficiency in any business. night accidents and offers plan utes. Distributed by: General Chicago. 111. Rental: Free. Pur-
onstrated by case histories of eye for improving highways for night Electric Co.. 1 River Road. chase: $3.10 (f.o.b. Chicago).
how they could Lady Luck's Husband: Length:
accidents and 30 minutes. Distributed by: Trav-
driving. Schenectady. N. Y. Rental Free. Machinist's Tools: Length: 25
have been prevented. Voice of
elers Insurance Co., Hartford. Living in the Motor Age: Length: A promotion of the sealed beam frames. Distributed by: NATION-
commentator runs through pro- Conn. Rental: Free. 25 minutes. Distributed by Cen- :
'
headlight as a contribution of the AL SAFETY COUNCIL. INC.,
pram. Augmented by voices of Features the comic character. ter for Safety Education, New Automotive Industry for safer 20 North Wacker Drive. Chicago,
other characters and sound ef- "Ozzie," and his adventures in York University. 20 Washington night driving. Points out vari- III. Rental: Free. Purchase:
fects. an industrial plant. "Ozzie" does Square North. New York, N. Y. ous advantages, such as Greater : $2.50 (f.o.b. Chicago).
The Fall Guy: Length :
20 everything wrong and gets himself Rental $1.01)
: per day for each visibility, reduction of glare, ease Safe Practices in the Operation
minutes. Di^^lribut^d by: NA- in all sorts of accidents, but with part. Purchase: $6.00 per set. of adjustment, etc. of Overhead Cranes: Length 32 :

TIONAL SAFETY COUNCIL. an amazing streak of luck, man- Part 1, "Learning to Drive," deals Selective Enforcement : Length frames. Distributed by NA- :

INC.. 20 Drive.
North Wacker ages to escape serious injury. with classroom aspects of the 15 minutes. Distributed by: TIONAL SAFETY COUNCIL.
Chicago. 111. (Available only to Last part of film analyzes subject. Part 2. "Skillful Driv- Northwestern University Traffic INC., 20 North Wacker Drive.
members). Rental: ?2.75 first ing." demonstrates methods of in- Chicago. III. Rental: Free. Pur-
"Ozzie's" mistakes and illustrates Institute. 1827 Orrington Avenue,
week S2.25 each week additional.
; how they should have been cor- struction behind the wheel. Evanston. III. Rental: Free. chase: $3.20 (f.o.b. Chicago).
Purchase: $7.50. {AH prices f.o.b. rected. Making Your City Safe: Length: Stresses the advantages of selec- Safe and Unsafe Practices in
Cleveland. Ohio.) 20 minutes. Distributed by: NA- tive enforcement by means of Metal Mines: Length: 16 frames.
A convincing story of falls m Open for Infection: Length: 20
TIONAL SAFETY COUNCIL. adequate accident records and an Distributed by: NATIONAL
Industry, interspersed with humor-
minutes. Distributed by NA-
:
SAFETY COUNCIL. INC.. 20
ous dialogue and episodes. A TIONAL SAFETY COUNCIL, North Wacker Drive. Chicago, III.
workman makes a tour of the INC.. 2(1 North Wacker
Drive.
Purchase: $1.60
Chicago. 111. (Available only to Rental: Free.
factory with "death." in the form members.) (f.o.b. Chicago).
Death points out Rental: $2.75 first
of a skeleton. week $2.25 each week additional. Safety in Construction: Length:
how he goes about collecting fall :

Purchase: $7. .SO. (All prices f.o.b. 22 frames. Distributed by: NA-
victims. Many fall hazards are Cleveland, Ohio.) TIONAL SAFETY COUNCIL,
illustrated and the methods of
them are clearly Story features workman, who cuts INC., 20 North Wacker Drive.
eliminating finger and then scoffs at first aid. Chicago. III. Rental: Free. Pur-
shown. The workman learns his Is ordered to first aid room by chase: $2.20 (f.o.b. Chicago. III.).
lesson and vows never again to
take chances on falling.
foreman. While having the cut The Pole Problem: (Public Utili-
treated, he learns from the doctor ties) Length: 30 frames. Distrib-
Fire- Length: 20 minutes. Distrib- of the great dangers in neglecting uted by: NATIONAL SAFETY
uted by: NATIONAL SAFETY even the smallest cuts or injuries. COUNCIL, INC.. 20 North
COUNCIL, INC.. 2(1 North Wacker The imiKjrtant reasons for prompt Wacker Drive. Chicago. 111. Rent-
Drive. Chicago. 111. (Available first aid are given and examples al : Free. Purchase: $3.00 (f.o.b.
only to members.) Rental: $2.75 of neglected first aid are shown. Chicago).
first week S2.25 each week addi-
; The worker is firmly convinced by Unloading Cars:
Poles From
tional. Purchase: ?7.50. (All the argument and vows never ( Public Utilities) Length 23 :

prices f.o.b. Cleveland, Ohio.) again to let a cut go untreated. frames. Distributed by: NATION-
Opens with exciting epi?=odes of Safety Pays: Length: 25 minutes. AL SAFETY COUNCIL. INC.,
large manufacturing plant being Distributed by: Modern Talking 2i) North Wacker Drive. Chicago.
destroyed by fire. Hundreds of Purchase:
Picture Service, Inc., 9 Rockefel- III. Rental: Free.
workers lose their jobs because ler Plaza. New York, N. Y., and $2.30 (f.o.b. Chicago. III.).
of careless Hip of a match.
the
Ideal Pictui-es. Inc.. 28 East INC.. 20 North Wacker Drive, efficient and effective system of Woodworking Machinery: Length:
Scene switches to home of fire
chief. Chief explains to daughter
Eighth St., Chicago. III. Rental: Chicago. III. Rental: Free. Pur- police patrol. 25 frames. Distributed by: NA-
and daughter's boy friend the tre-
$25 per day. Purchase: $75. chase: $7.50 (f.o.b. Chicago. 111.) Shopping for Safety Length 30 TIONAL SAFETY COUNCIL,
mendous annual loss in money One section of a series of six A convincing appeal for a bal- : :
INC., 20 North Wacker Drive,
films on foreman training.
minutes (2 parts). Distributed
and jobs, caused by industrial This anced safety program of engineer- by: Center for Safety Education, Chicago, 111. Rental: Free. Pur-
film stresses the idea of "selling" ing, education and enforcement as chase: $2.50 (f.o.b. Chicago).
fires. Correct methods of pre- New York University. 20 Wash-
safety to workmen. It illustrates the best way for any community
ventinR and fighting fires are ex- ington Square North, New York.
plained and convincingly illus- to foremen that better results to reduce traffic accidents. Gives
N. Y. Rental: $1.00 per day for PUBLIC SAFETY
can be obtained by persuasion valuable suggestions for the or- Child Accidents in the Home
trated.
rather than force. Voice of com- each part. Purchase: $6.00 per
ganization of such a program and Length: 26 frames. Distributed
Getting the Most Out of Electric- mentator runs through film. a clear explanation of how the
set.
NATIONAL SAFETY COUN-
ity—Safely: Length: 25 minutes. Deals with proper supervision, by:
various activities should be car- maintenance, and techniques in CIL. INC.. 20 North Wacker
Distributed by: International As- PUBLIC SAFETY ried out.
sociation of Electrical Insitectors. the school shop. Also contains Drive. Chicago. 111. Rental: Free.
America's Fatal Streets: Length Purchase: $2.60 (f.o.b. Chicago).
85 John St., New York. N. Y. Night Driving: Length: 15 min- first-^^ suggestions for the shop
25 minutes. Distributed by: Gen- Getting Convictions in Connec-
Rental Free. eral Electric Co.. 1 Rivtr Road. utes. Distributed by: American teach@ Part I. "Shopping for
:

Safety." deals with the boy's in- tion With Traffic Accidents
Covers safe operation and main- Schenectady, N. Y. Rental; Free- Legion, Office of the Dept. Ad-
frames. Distributed
tenance of electrical appliances jutant, state posts, or American- troduction to safe practices in the Length : 36
A tratTic safety program, argu- Part 2. "Skills by: NATIONAL SAFETY COUN-
and wiring. Appeal is from the ing the cause of better street and ism Commission, Indianapolis, vocational shop.
INC., 20 North Wacker
company's point - of - view. Cood Ind. Rental: Free. vs. Trouble, " deals more specifi- CIL
highway lighting. Shows that
with the development of Drive. Chicago, III. Rental: Free.
subject for Public Utility employ- night accidents are much worse The important part of this film cally
ees or home safety audiences. lies in the emiihasis of three rules
skills as a means of preventing Purchase: $3.60 (f.o.b. Chicago).
than daytime accidents, according
Grime Doesn't Pay: Length: 20 to record, and gives comprehensive for night driving: 1—
Inspect and accidents. Home Safety for Adults: Length:
NA- adjust headlights regularly. 2— Look I and Live ! : Length 27 frames. Distributed by NA-
plan for improving conditions for Stop :

minutes. Distributed by: I

COUNCIL.
SAFETY COUNCIL, Use meeting beam of headlights minutes. Distributed by: TIONAL SAFETY
TIONAL night driving.
when meeting other cars on the
15
American INC., 20 North Wacker Drive.
INC.. 20 Drive,
North Wacker Legion, Office of the
Chicago, 111. (Available only to
Death Takes No Holiday: Length:
20 minutes. Distributed by: Na-
road. 3 —
Do not over-drive your Dept. Adjutant, state post or Chicago. 111. Rental: Free. Pur-
Rental ?2.75 first own headlights. Charts and sta- Americanism Commission, Indian- chase: $2.70 (f.o.b. Chicago).
members.) :
tion Conservation Bureau, 60 John tistics on night driving are also apolis. Ind. Rental Free. Schoolboy Patrol— Standard Prac-
week: $2.25 each wr?ek additional. St., New York. N. Y. Rental: :

Purchase: $7.50. (All prices f.o.b. Free.

shown. A film on pedestrian safety. Good tices: Length: 27 frames. Distrib-
Cleveland, Ohio.) A Fellow: Length: 15
.'scenes and incorrect
of correct uted by: NATIONAL SAFETY
Shows how important good plant
dramatic presentation of the
casualties resulting from traffic
The
minutes.
Other
Distributed by State walking habits. Shows a post- COUNCIL. INC.. 20 North
housekeeping is in reducing ac- accidents. Presents suggestions American Legion posts,
:

Office of man on his route then a city — Wacker Drive, Chicago, III. Rent-
cidents. Features characters. police officer and a highway pa- al Free. Purchase $2.70 (f.o.b.
for reducing accidents. Gives ac- the Dept. Adjutant. Rental :

"Poor Housekeeping" and "Good trolman, each of whom explains Chicago, III.).
cident statistics and makes an ap- Free. safe walking procedure-
Housekeeping." Story depicts a peal for more uniform traffic Suggestions are presented to com- The Chance of a Lifetime: Dis-
man-hunt for the criminal. Poor '

regulations. munities on reducing traffic ac- Testing the Drinking Driver: tributed by Society for Visual
:

Housekeeping." The criminal is cidents by means of a 15 point Length 20 minutes. Distributed Education. Inc.. 100 E. Ohio St..
caught and taken on a tour of the Defensive Driving: Length 20 :

Purchase: $2.00.
minutes. Distributed by:
:

NA- safety program. Shows what by: NATIONAL SAFETY COUN- Chicago, III.
idant by "Good Housekeeping.
 SCREEN
ADVERTISING

^^ cfJ^^fOP/^/n^etNONMS/ I />•// )
II.

wtmioia dis-
f'/oy f'oster iUustrat-
iny a

c ,p licii/i zvill, the

('^

^
SEETHEMf kcUn(/(i
rampaii/n.
si-recit ad

(r-
and (hclim-)
motional
paper s h o zc s the
this
dealer
pro-

\y
eat t i

icitli
c u p possibilities
titoz'ies.

^eSeocciH RICE KRISPIES

WRroojTMIPERl

PR01IOTI.\(i
•
the
In many ways
final screening
as important as
of movie
the
mm
is ideally adapted to such purposes

and having once entertained the cus-

ADS
advertising reels are countless ways tomer in a nearby theatre becomes
in which these films can he ""sold" a familiar friend when recognized VV.ih U„,vcr..|

to the local dealer and to the ill tlie dealer's display. The dealer Salt. Appal
retail buying audience. is invited to see the characters him-
~i^,
,.,'-'" '-.-Id

'>''?\ -o^'.'
The thorough preparation of this self at the nearby theatre. \

kind of promotion by one of the

Cartoon Is Useful Device
country's largest advertising agency-
The animated cartoon has earned
producers of these screen advertis-
a very important measure of audi-
ing campaigns sets an example for
ence acceptance in recent theatre
other screen advertisers, present and
campaigns and various tests. These
prospective. From the extensive
Waller Thompson funny little figures have even been
files of the J.
enthusiastically applauded and their
Company's department come
film
selling arouses as little reaction as
the few interesting examples which
are illustrated on this page and the theatre's own announcements.
-H"?-"£?&H
which represent dozens of similar Fortunately, these animated char-
promotional ideas regularly pro- acters also make ideal display fig-

duced for clients. ures and a theme for the display is

easily evolved from their screen

Sell the Dealer First antics.Some of this success can un- —=- — .
-.J. - - r.
J
•
K"! into yrnif
notr* f -*m, ^ — I
In order to successfully evaluate doubtedly be attributed to Disney's
the success of a screen advertising famed successes in Snow White and
campaign in representative locali- Pinnochio and the subsequent bar-
ties, the confidence and interest of rage of Disney commercial tieups
the local retailer is essential. creates a further comparison.
Through hisknowledge of the cam- The principal point, however, is
paign, both goodwill and active that the campaign needs
screen SHELL CARTOONS
interest are gained for the sponsor such followup attention. The steps USED IN CAMPAIGN
and the product. With a campaign which should be observed can be These familiar Shell drop-
running in the nearby neighborhood enumerated about as follows; lets are HOW appearing on
theatre, his windows and counters
1. Bring the characters of your billboards, in dealer displays
may be vital elements in bringing
screen advertising to "life" in the and in the Company's screen
about the actual sales results which
dealer's store. adz'ertising campaigns n'here
themovie campaign is striving for.
2. Prepare an adequate campaign they come to life to zmn en-
Turning interest into sales action i*
of promotional materials including thusiastic audiences. These
the retailer's job but it is a wise
floor, table, and window
counter,
sponsor who keeps his part of these
illustrate well the remarkable
displays. Give the dealer a "press- adaptability
sales in mind. of cartoon fig-
book" or complete instructions on
ures for this type of all-
In the case of the Kraft "Minute how to cooperate with the movie
MoWes" for example, the cartoon around promotion.
campaign.
characters created for the series are 3. Utilize premium and sales sug-
carried through in floor and table CARTOOX PRODUCTION BY
gestions to key with local theatre
displays, ads and counter and win- showings. See that the dealer at-
CARTOON FILMS, LTD.

dow setups. The cartoon character tends the showings.

Number Seven » 1940

[21]
 2

SCREEI IDS^BEUERS
syndicated advertising reels for
manv kinds of retail business
"From a small hcyinning over six of this is readily apparent in the
years ago, Sinclair Movies bare en- fact that dnring 1939 nearly tzco
joyed a remarkable growth. Today million people every week sazv Sin-
they are a headline snccess in the clair Moz'ies on the screens of mo-
movie advertising industry. Proof tion pictnre theatres."

[ninks nlilki' itsc of Dislilulionai SirCt'ti

—Sinclair dealer literature.
Lumber dealers, also, are tnnst effectively
tidvcrtisiijij campaigns. making zvidcspread use of screen ads.

• The phenomenal success of of national advertisers who are al affiliations and for such relative- use of newsreel-style sequences and
ihe screen advertising medium in making such campaigns available ly independent lines of business as well-edited "national" copy and by
many lines of merchandising from to local dealers are the Sinclair banks, building material suppliers, exercising good taste and judgment,
tlie higher priced range occupied Refining Company, the Orange- etc.. the screen advertising pro- the producer has overcome prac-
by automobiles and refrigerators Crush Company, Westinghouse. Dr. ducer-distributor has made avail- tically all of these objections. With
to lowly five-cent beverages ha? Pepper, Proctor and Gamble, Flor- able syndicated promotional cam- growing recognition that the pri-
sheim, and a lengthy list of similar- paigns. Typical of these are the
amply demonstrated the selling mary responsibility is to the movie
versability of these short movie ly prominent merchandisers. banking service "Screen Broad-
audience, quality will be improved.
has also been A
good many of these programs casts" which include 17 newsreel-
reels. Its flexibilily Certainly the power of the medium
are offered on what Sinclair terms like ""story films" to sell local audi-
demonstrated through the extensive through its hold on the undivided
system of theatre locations which the '"50-50 plan." Computing the ences on various financial service
attention of the subject,
its almost
permit the national sponsor to use cost of the program at about $2.50 and 20 "'human interest" playlets
complete lack of waste circulation
per 1.000 "reader-listeners" (a fair to help the bank increase profitable
screen campaigns in close proximity and a corresponding low cost per
to centers of distribution and also average) the Commission Agent is |)ersonal loans.
person makes it a most desirable
very close relation to his own asked to pay one-half or $1.25. The In the building field another se-
in
medium.
dealer setups in these centers. per person cost to the Agent is 11 ries includes
modernization, repair
and new construction reels. Local Truly, professional quality pro-
mills. Similarly, Orange - Crush
How THE Local Dealer dealer signatures are added. duction is essential to the medium's
campaigns, made available to bot-
Participates well-being. For it will be remem-
tlers on a "iow-cost. rental serv-
From the local retailers point ol
Problems and Advantages bered that the very power of the
ice" basis, are arranged for by local
view, the screen medium is even representatives of the principal Obviously the problems encoun- medium lies in the audiences ac-

more simple. An increasing num- screen advertising agencies who tered in this field are those ex- ceptance or even tolerance of the pe-
ber of national advertisers are find- contact the local bottler, set the perienced with other syndicated riod during which it is on the
ing both economical and feasible theatre dates and furnish checking media. Scenes and commentary screen. This tolerance has been
to offer local dealers screen adver- reports. This is typical procedure. must be general, the spoken dia- turned into enthusiastic reception
tising programs consisting of an en- logue may easily fail to express by the use of color, animation and
Syndicated Business Reels
tire season's campaign of twenty, the local dealer's personality. clever editing. That is the goal
thirty or more subjects. Typical For local dealers without nation- On the other hand, through the toward which all must strive.

Typical of dealer cooperative programs

offered by national advertisers are the ^/ieaAed> In the JUailn A^ne^Uoan MaAJietl
Pliilco and Sinclair Plans offered dealers
in these ref'rcsentatiz'c company screen ""Latin America, witli its 5.400 Note:
Editor's Tliis excerpt is Mexico. Panama. Peru, and Vene-
adz'crlisinq hrochnrcs.
motion picture theaters, is an from.Nathan Golden's authoritative zuela, with a total of nearly 100
important market for motion pic- Department of Commerce reports million people, population figures
tures from the United States, on film markets. alone do not constitute an accurate
owing to present war conditions index to the size of tlie theater-going
in Europe; and this area, with
markets be used as a dumping public.
free accessibility through shipping
ground for every motion picture
"LatinAmericans have definite
should become an even more produced by our Hollywood studios.
lanes, likes and dislikes as to the types
important outlet for these products. Furthermore, when looking at Latin
of films shown in their theaters, but
European films, which prior to the America as a market for the ex-
it can be generally said that the
present war accounted for about 15 tended showing of United States
well-known United .States film stars
per cent of the total shown in these motion jjictures. it must be remem-
are well liked and that our pic-
countries, are fast becoming un-
bered that in the countries of Brazil.
tures draw well at the box office;
available to Latin .American exhib-
Chile. Colombia. Cuba. Honduras.
also, that our technique and photog-
itors. With the proper type of films, raphy are highly appreciated."
Latin-America has long been a recep-
producers in the United States
tive user screen advertising
of reels. argentine
should gain a good portion of this
The Argentine market uses ap-
15 per cent; and, added to the 76
proximately 500 feature films an-
per cent of showing time in these
nually, and films from the United
markets now given to United States .States are shown to the extent of 66
productions, there are some hopes per cent. Argentine films stand sec-
that a very small portion of our ond, at about 12 per cent: and
European losses may be recovered. F"rench films are next Avitli It* per
"Latin .'\merican. however, should cent: and British and German films
not by any stretch of imagination be follow in the order named. There
considered as a panacea for our continue to be a definite preference
European losses, nor should these {I'lrasr turn to page 28)

Business Screen
 PART ONE: THE PRIMARY USES
OF THE SOUND SLIDEFILM
An Introduction Application of Visual
to the
Aids in Advertising, Selling and Training Fields

• The simple but effective combination of a producer's organization for the United States
filmstrip projector and phonograph turntable Army. This series of sound slidefilms included
which are the basic units of all soundslide equip- five each covering a principal section of
kits,

ment created a new medium for advertising, automotive training and from five to ten pro-
selling and for the training of salesmen and grams were contained in each kit.
technicians. The projected series of individual The sound slidefilm's simplicity belies its de-
still pictures, when combined with a spoken scriptive power. Here the complete facts
be may
background of commentary synchronized with assembled with unchanging, inflexible accuracy.
each picture, possess a startling degree of Photographs illustrating the point in discussion
realism and dramatic action. are projected to enlarged scale on the screen. In
the darkened auditorium, the commentator's
From Device to Medium voice describes each interesting factor and any
Business' own need for definition, the grow- number of reviews can be carried out until the
ing complexity of through wide-
distribution audience has learned the visual lesson with
spread field operations and the need for co- letter-perfect unanimity.

ordination between far distant field salesmen

Helps Salesman: Sells Goods
and dealers and the manufacturer's headquarters
were basic factors in turning this handy little The same medium that instructs the salesman
device into a full-fledged medium with a field of in the better performance of his job may ac-
service all its own. company on his appointed rounds to show the
For the slidefilm has no competition except customer the advantages of the product. Not
old-fashioned antiquated methods. The com- automobile salesmen alone get the benefits of
pany salesman still carrying bulky charts and this 1940-model streamlined sales training
files of catalogs and pictures is out-of-date: the method. Such widely diversified lines of busi-
sales manager still depending on extensive ness as department store retailing, food distribu-
printed matter to instruct salesmen and workers tion, laundry service, agricultural implements,
in the field is undoubtedly losing sales through publishing, gasoline merchandising and air ex-
misunderstanding and lack of information which pressing have been the subjects of sales training
superior modern media of cominunciation have campaigns.
been developed to solve. Syndicated programs for training salesmen
were a noteworthy addition to the production
Mass Production Creates Need
scene in the past year. The Dartnell-Brohuck
Business Screen's latest survey of the sound Series, forexample, as well as the Eastern-pro-
medium's value in
slidefilm field points to the duced Firing Line Films made the sound slide-
meeting the problems created by modern mass film available to organizations who had never
production and national distribution organiza- before used the medium.
tions. One automobile sponsor has issued a medium can be turned to good use
.Again, the
series of sixteen sound slidefilms. fourteen in the in demonstrating the product it has helped to
first six months of 19-10. .Another automobile train the salesmen to sell better. In recent pro-
firm issued a series of twelve programs, ten of ductions for the Easy Washing Machine Com-
them within three months. The recognition that panv. the producer first turned out a 99-frame
the medium achieves its greatest usefulness when program The Balance If heel of Your Business
used in has been an important factor in
series to show the dealer how to sell the 1940 Easy
its continued growth. Washer. An 85-frame program followed to
There is no monopoly on the medium by the show the dealer's women patrons how they could
automobile industry. But the use of the me- save money by using the machine.
dium in that field helps illustrate its usefulness.
Slidefilms are used by motor car manufacturers Years of Mechanical Improvement
for training salesmen and for showing to con-
sumers as a sales aid to the salesman's personal W ithin tlie jiast five years, the slidefilm me-
presentation. Merchandising films are also pro- dium has been constantly improved by produc-
duced for the dealer to show to field men. ers who learned its many potential advantages.
Finally the automotive industry makes very The corresponding improvement of mechanical
widespread use of the slidefilm to train me- equipment, particularly in amplification and
chanics as each new mechanical development is projection, have made themedium less expen-
added to the car. Chrysler has been an out- sive and far superior. Now, the perfection of
standing user of the medium for such service color print duplication and the recent arrival of
training. .Another very outstanding example is stereoscopic third-dimensional projection opens
the Mechanics Trainins. Course developed by up new vistas for the immediate future. The

Number Seven • 1940

 .

availability of low-cost light-weight equipment

for
mention.
widespread field use is also worth v of SALES TRAINING: SLIDEFILMS NO. 1 JOB
The standard mechanical description whicli • THE SLIDEFILM HAS PROVED its field of great- Training Retail Salesmen in Truck Sales
will include a majority of equipment can be est usefulness in training salesmen and improv-
stated as follows: an electrically amplified
ing sales techniques. In this first instalment a Vacation by Truck. Ford Motor Company,
phonograph combined with a manually oper- group of general lines of business are surveyed 123 frames. Purpose: To show passenger car
ated filmstrip projector. A recorded program to study the application of the slidefilm to spe-
salesmen the profit opportunities in truck sales,
describes the accompanying illustrations as thev train them in the sales procedure, and point out
cific training ta.sks. The programs discussed in
are projected on a screen. On a filmstrip of greater detail are only representative of a small that passenger car buyers are sometimes truck
standard 35mm size, from twenty or thirty to buyers and truck buyers are invariably passen-
part of this immense field.
one hundred or more scenes may be included ger car buyers. This film is distributed through
Thousands of single slidefilm programs were
and either a ten. twelve or sixteen-inch disc re- the Ford branches to their dealers. (A).
produced last year for all types of business
corded with the accompanying spoken commen-
organizations. The brief excerpts from this vast
tary and musical accompaniment. Showing Salesman Trade Technique
production schedule may help apply this valu-
If hy Don't You Trade ] our Car in on a Neiv
SLIDEFILM COST ELEMENTS able tool to your organizational needs.
Nash? Nash Motors Division. Nash-Kelvinator
Such equipment may be operated on either
Corp., 120 frames. Purpose: To present and
AC or DC current and the cost ranges from as
low as 8.30 to $40 to slightly over $100 for the AUTOMOTIVE INDUSTRY demonstrate to their salesmen a special sales
technique which Nash suggested for 1940. .Audi-
unit. Modern equipment weighs as little as ten
Principal Use: Training the dealer's salesmen, ence: District managers showed this film to
pounds for personal interview equipment up to
from introduction of new models and new ac- dealers' sales forces, and reproduction booklets
forty pounds for large-audience units. The cost
cessories to seasonal selling techniques, trade- were available for further study. (A).
of producing subject matter includes photogra-
ins, etc.
phy, sets and scenery, models and commentators,
Outstanding Users: American Brakeblok. Chev-
Other Outstanding Programs
mechanical recording and laboratory detail. A
first essential is the preparation of a suitable rolet. Chrysler. DeSoto. Dodge. Ford. General DeSoto's ten productions since the first of

script basedon the sponsor's need and usually Motors. Globe-Union. Hudson. Nash. Packard. 1940: a series of fourteen slidefilms for Chrys-
backgrounded by thorough research. These fac- Plymouth. Pontiac. Studebaker. Willard Stor- ler, four for Plymouth, four for Dodge 1940 (

tors enter into the final cost of the production age Battery. General Electric (Lamp Div.). only) and fiveprograms for the Dodge Truck
but the by no means complete for each Division is a typical enumeration of the use of
list is
Training the Automobile Salesman
clients needs may vary considerably. this medium in the automotive industry. The
W here Do We Go From Here, Getting the training of the floor salesmen is their primary
In general summary, can be noted that the
it
Final "Yes.' How to Make Owners Your Cus- purpose but these subjects may be utilized for
cost of the slidefilm program is considerably tomers, etc. Plymouth Division. Chrysler Cor-
showing to consumers as a sales aid to the
less when the producer is permitted to turn out poration. Purpose: basic sales training on vari-
these subjects in series.
salesmen's personal presentation. A number of
ous points of technique, situations, etc., for the slidefilm subjects for these sponsors are based
salesman on the dealer's floor. Theme: entire on the comparison motif, with the sponsor's
series produced on various topics. .Audience:
car compared point-by-point with competitive
Slidefilm dealer's salesmen at group meetings. (B). lines. Generally these subjects average 60-70
Maxim "Tell 'em
Pontiac's Cooling and Lubricating System,
:

what you're going frames whereas merchandising plan, programs

to lell 'em; tell etc., 1940 model series. Pontiac Div.. General
require 100 to 125 frames. (RR).
'em; then tell 'em Motors Corp. Purpose: retail dealer's sales-
what you told 'em."
men training. (JH).

Training Automotive Jobbers' Salesmen

BOTTLING AND BEVERAGES
.4 New Decade Daicns. Produced for the Principal Use: Training the bottler's service
A C Spark Plug Division, General Motors Corp., men in selling techniques.
192 frames in technicolor (30 minutes plus Outstanding Users: Coca Cola Companv (series
2-minute open and close). Purpose: To sell the use). Orange-Crush Co.
jobbers and jobbers' salesmen on the complete
AC Merchandising program and to present the Training School for Beverage Seri'ice Men
"Red Can" Campaign. It explained how cam- The noteworthy Coca Cola slidefilm series of
paign material should be distributed and used, sales training meetings to be held under the
and demonstrated the service station attendant's local bottler's auspices is sold in annual groups.
application of the displays and advertising to (JH).
selling spark plug cleaning to car owners. The
film was shown by AG's sales staff at meetings .4 Plus Profit Program for 1940. American
KEY TO FILM throughout the country. At the conclusion of Can Company, Marketing Division. 91 frames.
PRODUCTIONS
(A) Associated each meeting, the first of the campaign mate- Purpose: To show brewery salesmen how to take
Sales Co., Inc., rial was given to the men. (A) advantage of the Canco merchandising plans to
Detroit.
Inspector Hoo Follows Through. Delco-Remy increa.se their retail sales on can beer. Potential
(B) Brobuck. Inc..
Detroit, Mich.
Division General Motors Corp., 216 frames. Pur- audience: All brewery salesmen who sell can
(JH) The Jam pose: to demonstrate to jobbers' salesmen the beer. Method of Distribution: Via Canco spe-
Handy Organiza- product superiorities of the Delco-Remy line and cialty men. Theme: Canco's tested merchandis-
tion, Detroit, other
principal cities.
how they can cash in on the sales advantages ing campaign has behind it years of successful
these superiorities give. Theme: The salesmen achievement in selling a steadily increasing
(z') Vocafilm, Inc.,
New York City. are presented the story of quality manufacture volume of can beer each year. pavs every It

(AV) Audivision. and stress is laid on the value of the guarantee brewery salesman to use Canco's tested plan in
New York
Inc., and consumer acceptance. .Audience: This film order to increase his o\\n sales. Promotion: the
(HF) Haig & was presented by the United Motors Service or- various merchandising materials prepared by
Francisco. Inc.,
Chicago Gr Dayton. ganization to their service personnel and dis- the company for this campaign are used as the

(PH) Paul Harris tributors as a feature of sales meetings on the supplementary material and distributed coinci-
Prod., Chicago. Delco-Remy line. (.'\). dentally with the showing, (v).

[24] .<-. Screen .Advertising • 1940

IX
B I 1 I. I) I N G S I P P L 1 K K S

Principal Use: Training the sponsor's own sales-

men as well as the lumber and supply dealer's

in new product lines, etc.

Principal Bird & Son

Users roofing, etc.
: I I

Celotex Corp.. Johns Manville. Tilo Roofing Co.

CLOTHING .^ND TEXTILES

Principal Use: Training the retail store clerk:
particularly department store salespeople in
product superiority, methods of selling, etc.
Principal Users: Associated ^S'ool Industries.
Columbia Mills. Cooper's. Inc.. B. Kuppen-
heimer Company. Charis Corp.. Hookless Fas-
tener, Printz. Biederman Co.

Training the Clothing Store Salesman

Tested If ays of Selling Quality Clothes. B.
Kuppenheimer Co. Purpose: Sales training for
Kuppenheimer retail store salesmen. (B|.
Contributing an entirely new approach to the
problem of sales promotion. Coopers. Incorpo-
rated of Kenosha. \^ isconsin have scored again.
The film It's a Pleasure departs radically from
the usual formula of product promotion by
dramatizing some of the everyday personal prob-
lems faced by the department store salesperson.
A supplement to the Cooper booklet. "Retail
Selling Made Easy." will be distributed to de-
partment store salespeople in conjunction with
the showing of the slidefilm. (PHj. Helping Salesmen With Modern Methods
Selling ff'indow Shades
From the Outline Suggested by R. M. McFarlund
Neiv Shades for Old. The Columbia Mills.
Inc.. 100 frames. Purpose: For department TRAINING JOBBER'S
1. TRAINING YOUR OWN 2.
store, furniture store and specialty shop sales-
S.\LESMEN — Surveys among S.\LES.MEN — If you distrib-
people, to register facts about window shades, ute through jobbers you have
a large number of sales or-
and how to sell them, .iudience: All retail
ganizations show that about long recognized that your
salespeople. Theme: The production puts its 20'f of the average sales product is in direct competi-
principal emphasis on the proper procedure in forces produce approximately tion with scores, even thou-

of the sales. One of the sands, of other items carried

selling window shades from a decorative, as 80";^
most important jobs of every by these salesmen. Spotlight
well as utility standpoint. A special feature is
Sales Manager is to increase the efficiency your product in their minds teach them . . .

the inclusion of some Kodachrome shots show-

of the border-line producers, who comprise more about your product ... it is only
ing salespeople how to sell window shades in human nature for a man to talk about
SO'f of his staff. Available records show
their relationship to wall paper, draperies and things he knows and feels that he can talk
that the efficiency of sales forces have been
glass curtains. Distribution: To all retail stores increased from 3'"'r to 377r when the me- about intelligently. Experiences of scores
handling Columbia window shades via Colum- dium of Sound-Slide Films have been added of manufacturers have proven that the
bia's own salesmen operating out of 17 branch to the salesprogram. Sound-Slide Film is the one best medium
offices. Promotion: A special sales training man- Well prepared Sound-Slide Films inspire to accomplish this end.

ual which brings out the major selling points in and educate your salesmen gives them . . . 3. TRAINING THE DEALERS SALES-
the film is distributed to all salespeople attend- increased knowledge of your product or .MEN —
The drones of the sales world . . .

ing these Columbia showings, (v). service teaches them how to sell it.
. . .
the most important link in the sales chain
They learn the one best way to present . yet the most neglected. Business spends
. .

millions of dollars advertising creating

your product and each point about it. Think
. . .

FOOD & DAIRY PRODUCTS of the tremendous power built up by your

desire in the minds of consumers for par-
ticular products directing them to re-
salesmen telling the same story in the one
. . .

Principal Use: Training store clerks and show- tail for demonstrations and com-
outlets
best way at the same time throughout the
ing wagon delivery men. etc.. improved methods develop greater belief in plete information. At the retail outlet the
country. It will
of service and salesmanship. pride in your poor consumer finds himself too often at the
you and your product . . .

mercy of an uninformed salesperson. Stop

Principal Users: Dairy field) Beatrice Cream- organization your advertising and mer-
. . .

a moment and estimate ... do you feel that

I

Good Humor Cream chandising your sales aids. You can

ery Co.. Borden Co.. Ice even 10' r of the retail salespeople selling
. . .

International Association of Milk Dealers,

teach your salesmen how to analyze their your product know and understand it . . .
Co..
own territories . . . select their prospects its uses limitations outstanding . . .

Milk Industry Foundation. proper demon-

. . .

. . . customer approach . , .
merits proper demonstrations, etc.? Or
. . .

Typical Dairy Field Prodlctio.n stration . . . how to overcome objections ... do they substitute a product of less
meet competition . . . the proper way merit but one which they know more about
Stumbling Blocks or Stepping Stones. Follow
. . .

and finally how to salesman-

to close sales .one that carries a larger profit or sells
. .

Up Hot Ones. etc. International Assn. of

the for less than your product ?
age themselves and their territories.
Milk Dealers. Purpose: Show the milk dealer's
employees, particularly wagon drivers, how to
improve sales in field. Distribution: Through ISexl Issue: Training Technical Workers W ilh Slidefilms g
local show ings in dairy. ( B I

n imn" "iiiii" ^-
(To Be Continued .\e.xt Month) iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiniiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin n niiiiiiin

[251
ScREEN Advertising • 1940
 A MODERN MANUAL OF SLIDEFILMS
riie SALESMAN New Technical
Achievements Bring
has been due to
-

the pioneering of
H. Freeman Barnes. Sales Promo-
IV

NOT THE PROJECTOR Third-Dimension to

Sound Slidefilnns
tion Manager of the Lamp Division
of the General Electric Company,
and Frank F. Schuhle. in charge of
Now DEPTH or third dimension
CONTROLS THE INTERVIEW has been adapted to the slidefilm.
The General Electric Company has
Sales Promotion of .Automobile
Lamps, who supervised the actual
production.
released a new and totally different (See illustrations below)
slidefilm on the Company's Mazda
Driving and Passing Auto Lamps Other Dimensional News
entitled A Million Dollar Market. Announcement is expected
This is the sponsored commer-
first shortly of further 3rd dimensional
cial slidefilm to be produced that developments. A midwestern or-
offers third dimension using Polar- ganization has successfully demon-
oid material for projection. It is strated an attachment for existing
a thirty-minute showing and is single and double-frame slidefilm
being shown through General Elec- projectors which will utilize espcci-
tric Lamp Division offices. allv photographed with stereo lens
I

The shows the construction,

film camera scenes. Either color or
I

the manufacturing processes, en- black and white photography may

gineering data, road comparisons be presented.
and sales promotion suggestions on
the new Passing and Driving Auto-
Vi itii completion of its first
mobile Lamp. series of style prevue showings, the
Jantzen Company has successfully
Polaroid Technicians Assist
demonstrated the showmanship of
j
Technically, the production of
large-scale lifelike color scenes as
I such a film presented many prob-
shown in dimension via the Real
lems and the I'nited Motion Pic-
Life Projector I described in a pre-
tures. Inc., of Cleveland, producers.
were assisted by the technical staff
vious number of Business Screen).

of the Polaroid Corporation.

The showings were staged by \^ . L.
Stensgaard Associates, merchandis-
Special three dimension projectors
were designed and furnished by the ing and display counselors.

Society for Visual Education and a

Opening frames from the new GE
WHEH HE USES special screen was produced by the
Raven Screen Company.
Almost everyone has seen or
3rd-dimensional slidefilni recently
presented through dealers.

SLIDEFILMS
Because the salesman can vary the length of
heard of stereoscopic pictures and
many can remember the old stero-
scope and pictures usual Iv found in
a prominent place in the parlor.
GEHERRL
time for showing each picture in a slidefilm, a
thorough understanding of each point thus illus-
These pictures had depth, and are
the g r a n d d a d d y of this new ELECTRIC
"Natural Vision" slide film.
trated in his sales message is assured. He does
a better job of selling. You profit from his more
But the industry knows too well PRESENTS
the millions that have been spent
effective work. experimentally in trying to project
on a screen this same idea, and with-

SLIDEFILM out tangible commercial results.

The use of Polaroid glass, however,
both in projection and polaroid Wfl
PROJECTORS glasses to view with, has finally
made possible this amazingly most
natural slide film. Polaroid makes
show your slidefilms at their
best. Their superior brilliance
light behave —
gives light waves a
100 o'do'doo
definite direction.
and convenience have made Pioneering Step Bv Step DOLLAR
S. V. E. Projectors first choice The taking of the original nega- MARKET
of industrial slidefilm users. tiveshas been, according to the pro-
ducers, like a baby learning to
S. V. E. Projectors are stand-
walk. Each step was an experiment.
ard equipment in all leading
Every move must be to an absolute
sound slidefilm units. Write inlerocular scale —
one picture as
for interesting folder "How to your right eye sees it. one picture as
Show It" for full details. your left eye sees it. and then pro-
jected on a screen with the unusual
Address Dept. 7B.
two-eyed machine. You see not —
only height and «idth but depth as
SOCI€Ty fOR VISUAL CDUCflTIOR. IRC. well.
lOO CAST OHIO STIt€€T CHICAGO ILLinOIS That this film was ever attempted

[26] Business Screen

 jl Au easy way to make your sales story ^p/A/^T

Yes...andnewRCA16mm.
Sound Film Projector is

easy to use!
You don't have to be a professional projectionist
to operate this amazingly simple unit that provides

/.
r • ••

'>03'), ;>

% The RCA 16 mm. Film Projector is light in

weight. You can carry it from one place to
another, like a suitcase. May be used uith
microphone or \ 'ictrola Attachment.

Better 16 ways, this projector, story literally "sings" because pictures are
more brilliant, sound is far superior. \0% to
designed by RCA Photophone Engineers, 20% greater screen illumination provided is

Is priced with the lowest! by oversize reflector, condenser and large

objective lens. Sound is clear and natural at BETTER 16 WAYS!
SALESMEN who have never before used a any volume, thanks to film take-up equalizer 1. Better sound reproduction 9. Better reproduction
16 mm. projector find this new RCA unit and electrodynaraic speaker. 2. Better, more brilliant 10. Better framing
projection
surprisingly simple to thread and operate! In every detail this projector reflects the 11. Better tone
3. Better, simpler threading
Threading is easy because threading line is unmatched experience of RCA
Photophone 4. Better and more efficient 12. Better accessibility
cast right on projection block. Controls are engineers who design the motion picture cooling 13. Better versaiilii>'
simple. Films are automatically rewound. sound equipment used by Hollywood studios 5. Better reel take-up and rewind
14. Better lubrication
Better equalization
The RCA 16 mm. Sound Film Projector is and in thousands of top-flight theatres. Best
6.
^^- Better lamp service
7. Better operating ease
also out in front in performance. Floating of all, it's low in cost! Send coupon for full
8. Better input performance 16. Better portability
film principlebans tugs and jerks. Assures information. RCA Radio Tubes make any projector a better projector
smooth, effortless projeaion. Your sales Tradem»rk'VictroU"Reg.U.S.P«t.Off.byRCAMfK.Co.. Inc.

Educational Dept. (BS-")

RCA Manufacturing Co., Inc.
Camden, New Jersey

Please send me complete information con-

cerning the new RCA 16 mm. Sound Film
Projector.

Same
Audio Visual Service Educational Dept, RCA Manufacturing Camden, N. J.
Co., Inc., Company
A Service of the Radio Corporation of America
Address

OVv State.. iji

NiMBER Seven • 1940 [271

 Latin - American Markets lywood are shown in the theaters
of the \^ est Indies to the extent of
f
NEWS AND (Continued from Page 22) 88 per cent of all films shown.
for United States films in this mar- There is no domestic production.
NOTES ON ket. In recent years, however. Ar- Films best liked by the audiences
gentine have become in-
pictures of this area are action and West-

EQUIPMENT DEVELOPMENT creasingly popular in the subse-

quent run and small-town theaters,
erns, musical comedies, and serials.

and in these houses they have dis-

placed the foreign films to a con- Brazil, with its 1.300 motion pic-
siderable extent. Approximately 60 ture theaters, having a seating ca-
feature films were produced in Ar- pacity of 750.000. offers a good
gentine during 1939. as compared market for North .American films.
with 50 in 1938. 30 in 1937, and 18 This market requires about 550 fea-
in 19.36. Several of the studios are ture films annually, and only 57
fitted out with modern equipment. per cent of the films shown are from
There are 1.208 motion picture the United States. The keenest com-
theaters in all Argentine, with a petition afforded our films in 19.39
seating capacity of 644,322. Of came from French and German pro-
these theaters, 930 are considered ductions, notably the former. How-
as active, and of this number about ever, the latter, particularly since
one-third operate on Sunday only. the war Europe, have lost out
in
The admission charged by a first- heavily because of this propaganda.
run theater averages 2 pesos; a few Films from the United States are
charge 2.50 and 3 pesos. The popu- well received and are generally pre-
lar theaters scale their admissions ferred to either locally produced
from 0.40 to 1.50 pesos. First run films or other foreign pictures. Lo-
houses generally offer two features cal productions are. however, very
with shorts; but the majority of the acceptable, and in 19.39. six feature
theaters exhibit at least three fea- films were produced. Production fa-

tures, and sometimes more. Types cilities, although not adequate in

some respects, are sufficient to meet
of films best liked by .Argentine au-
Is this the world's most beautiful theatre^ On
au uf^f'cr floor of Chicago's
f'nz'ali- diences are adventure, historical, ro- the present small demand for do-
KniH/sholm rcstaiiraut, Mr. Frederick A. Chramer has built this film auditorium. mestic films. Portuguese is the lan-
mance and comedies.
guage of Brazil, and dubbed lan-
New York Television Suspends the task of altering the station's
BRITISH WEST INDIES guage films are not acceptable to
equipment is completed. movie-goers. Action films, which
To comply with new television
In the markets comprising the
orders issued in July hy the Federal do not depend entirely on dialogue,
Magic Carpet Clows in Dark British West approximately
Indies,
seem to be preferred by Brazilians.
Communications Commission, the
400 feature films are required. This Musical comedies, light dramas,
National Broadcasting Company has Greater safety for the modern
area (including the Bahamas, Bar- and biographical plays are pre-
announced that program service business motion picture theatre is
bados. Bermuda, Jamaica, and ferred by first-run audiences in the
over Station W2XBS in New York provided by a new "magic carpet"
City would be suspended August 1. which glows in the dark, according Trinidad) have a total of 65 thea- key centers. In the interior and in
ters with a seating capacity of many neighborhood houses. XIJ est-
pending necessary alterations to to H. E. Millson of the Caico Chem-
American Cyan- 39.300. erns. action pictures, and serials
studio and transmitter equipment. ical Division of the

A regular program schedule has amid Co.. Bound Brook. N. J. Motion pictures produced in Hol- are in demand.
been maintained over the NBC The new carpet is dyed with spe-
transmitter here since May 1, 19.39. cialdyes which appear quite ordi-
Important changes and improve- nary in daylight but glow softly
ments in transmission are to be with various colors in the "black
made during time the NBC
the light" of invisible ultra-violet rays.
station is off the air, according to Mr. Millson explained.
Alfred H. Morton, vice-president The absolute darkness necessary
in charge of television, who made to full beauty of mod-
bring out the
the announcement. These, he added, ern motion pictures in color has
would involve no more than a very increased the chance of accident to
slight adjustment in the receiver. people entering theaters from
Morton would make no prediction brightly lighted foyers. Mr. Millson
on the date for resumption of pro- said, and to overcome this carpets
gram service over the NBC station, can now be had dyed with Huores-
the only one now operating in the cent dyes to light the way in total
New York City area and the first darkness. Instead of the usual
to inaugurate regular public service shaded along the aisles of
lights
in the United States. Work on the theatres (which interfere with the
technical changes involved in com- fidelity of colored pictures and gen-
pliance with the FCC order, he erally illuminate only the area
.said, would begin immediately af- near the light), small electric
ter the station goes off the air. Re- tubes shed ultra-violet rays on the
newal of the NBC television pro- carpet which is normal in all re-
gram service to several thousand spects except that the dyes used to
owners of receivers in the New color it possess the property of
Projection facilities in llie K uiiiisliolm's llieatic consist of these modern Anif^ro-
York area will be made as soon as fluorescence. sotinds o/hvtitinij from a suuile amf'lifier for (perfect chauiie-oz'er leifhoiit iiiterruf>tioit.

[28] lit SINESS SCKEEN

THE PRODUCTION LINE
Four new movie features ranging The DcVry
from a symphonic fantasy in teclii- camera unit
color to a picture tour of the 1940 within the neiv

World's Fair have just been re- a n t ma t i c

flight test set-
leased hy the Ford Motor Company.
up described in
These productions are available,
t h c column
without charge, for showings be- hetoiv.
fore school and church groups, The DeVry 16 mm. .4rc Sound Pro-
service clubs, and various civic or-
jector GivesYou This and More
ganizations and private clubs re- this year at the Edgewater. N. J.,
questing them. branch plant. Various automobile Theatrical perfection is assured be-
Symphony one of the first
in F. parts take on life-like appearance
cause DeVry has incorporated into
''stop action" movies made in techi- this projector all the banner features
as they parade to the assembly line.
color, sets a new pace in screen
that since 1913 have made DeVry
Other new Ford movie releases
projection equipment the preferred
technique and screen entertainment. include While the City Sleeps, show- choice of theatres, roadshowmen,
With Linton Wells, famed CBS ing some of the amazing but little- schools, churches, clubs and institu-
news analyst as narrator, the 15- known tasks performed by night tions all over the nation and in 68
minute feature traces in an extraor- workers in a big city; Keep This foreign countries.
dinary manner the far-reaching in-
Under Your Hood, an animated
fluence of the motor car industry These superb innovations include: a
cartoon drama of what occurs inside
throughout the world in gatliering
heavy duty sprocket intermittent
an automobile engine: and Scenes (theatre type) movement, silent chain
raw materials for the automobile. From the World of Tomorrow, a
drive, dual exciter lamps and separate
Doll like figures which animate six-minute pictorial whirl over, aperture ventilation.
the Ford Cycle of Production ex- and through the New York V^'orld's
hibit the New York Fair step
at
Fair. Utility is assured because DeVry
same characterizations for
into the
The films are distributed through has provided a 4,000 foot magazine
Symphony in F. The farmer, chem- Ford dealers and Ford Motor Com- the equivalent of 10,000 feet of 35 mm.
ist, lumberjack, miner. cotton pany branches. Showings can be affording one and three-quarter hours
picker, rubber man and transporta- arranged upon request to dealers. of continuous playing time, and the
tion worker all in song
dramatize — light source is capable of providing a
—
and action their parts in pouring New Air Test Unit 24 foot image with a throw of 125 feet
raw materials from all parts of the An important contribution to or more.
compass into the River Rouge the national defense program and
Del'ry manufactures the most complete line of
plant, world's greatest industrial particularly to the aviation indus-
16 and 35 mm. sUent and sound projectors and
unit. try is being made by a DeVry cameras for professional and institutional vsc.
The movie swings from fantasy camera unit now installed in the
to actual pictures in color of vari- recorder equipment being In addition to
flight
the De\"ry precision-
ous manufacturing processes at the used by the Douglas .\ircraft Com- built projection line
Rouge, with comments by Vtells on pany of El Segundo. California. illustrated, commer-
cial filni users pre-
scenes in the steel mill, glass plant, The instrument panel of all new
fer rieVry M.5 mm.
plastics division, motor assemlily ships is photographed by this Silent Cameras,
building, tire plant, fabrics divi- equipment. .According to E. H. Sound Recorders, 10
sion and on the final assemblv line. Heinemann. Chief Engineer for (J mm. Sound Cameras,
"Brillante" Projec-
Building of the 28,000.000th Douglas, the recorder has become tion Lenses ; reels,
Ford car in fantasy concludes the a standard part of flight test stands, amnlifiers,
rectifiers, public ad-
Symphony. The car was assembled equipment and has done much dress systems and
to decrease the steadily increas- silent projectors.
ing burden on flight test per-
The camera assembly DeVby 16 mm. Sepa-
MAILING LISTS sonnel.
consists of a DeVry 35 mm. rate Sound Re-
corder (below)
motion picture camera with
GET OUR FREE
magazine capacity for approxi-
REFERENCE mately 6400 single frame ex-
posures at a pre-selected time
MAILING intervalranging from 0.5 to 8
ulist catalog seconds between exposures.

FREE Lens-Eye
panel as seen
view of the instrument
hy the Del'ry flight
test unit nozi' heiuti used by Douglas.
Gives counts and prices on accurate guaranteed
mailing lists of oil classes of business enter-
prises in the U. S. Wholesalers —
Retoilers
Manufacturers by clossilication and slate. Also
hundreds of selections of individuals such as
professional rt\en. auto owners, inco.ne lists, etc
Write today for your copy

R.L.POLK&CO.
BIdg.-
Polk Detroit, Mich.
Branches in Principal Cities

sot Direct Mail Advi

 M T TA CH ME N T field, except the "Auditorium"
GUARDS AGAINST Model, and since it is so inexpen-
breakaqe of film on the
sive, we believe that many present
latest Bell & Hoii'cll
Filmosounds zi'hich fea- owners will be interested. The new
ture the sf^rockct guard device may be used on all Filmo
pictured and described in
silent projectors, as well, again ex-
these pages. The device
also prevents defective cepting the "Auditorium" Model.
films or incorrect splices B. & H. states that it is easily in-
from j n m p i n g the stalled in a few moments by the
sprocket.
owner. (Price, $2.50).

From
Bell & Howell also came
the announcement of two changes
in Filmosound design. B. & H. has
devised sprockets and guards of
Thr I'rohli-ni of Ulni ilar inlcic.~l ha.- liLTii JlianiIc^Ud in \ ictor multiple use is lirought about
such types that the film cannot be
ft ear and Damage .screens. IVAN well-known
DMITRI, by the model "R" Amplifier which
threaded incorrectly, and a new
Some basic facts coiiceriiing the Leica color photographer, in con- can accommodate two Animato-
take-up mechanism which winds the
problem of film wear and damage junction with MR. TEW. formerly of phone Sound Projectors (as shown
projected film with constantly cor-
have been noted by members of the B. F. Goodrich Rubber Co., have above) and as many as eight 12"
rect tension regardless of the reel
Business Screen's editorial staff in been experimenting for some time or 15" speakers. A flick of the
size or film load.
their almost constant contacts with in order to find a screen material change-over switch stops one pro-
hundreds of present day users of ISew Sprocket Guards
sound motion pictures. As the Filmosound is threaded,
The basic factor in this problem the n e w "Safe-Lock" sprocket
undoubtedly lies in the borrowing guards, which are standard equip-
of films and equipment by un- ment on all models, guide the film
skilled operators. Although most to its proper position on the
modern sound projection equipment sprocket. The spring-mounted guard
has been made practically "fool- is snapped open and immediately

proof" (as witness recent develop- closed, and the film is threaded,
ments described elsewhere in these locked safely in place. Further-
pages), accidents still do happen more, the new guards extend over
and these notes may offer a helpful the outer edge of the film. This con-

guide to either avoiding them or to struction, it is claimed, prevents

minimize the difficulties through re- defective films, or splices incor-
pair, etc. rectly made, from jumping the
First: \^ hen sending films to a sprocket. In addition, the new
strange town, recommend that a sprockets are made of especially
competent experienced projectionist hardened steel, said to reduce wear
be employed. This courtesy is only almost to the vanishing point.
a fair "payment' which the sponsor New Take-Vp
deserves for the loan of expensive The new "self-compensating, con-
sound and color prints. While this stant-tension" take-up mechanism on
sounds like a "commerciaP* for the rear reel arm of all Filmosounds
such operators, the losses through is so designed that the weight of the
careless use of obsolete borrowed Vhe I'ielor .Inimatograph sound inoliou picture units pictured film itself, as it is wound on the
projectors can be avoided only here iucliute the new amplifier unit for continuous operation. take-up reel, increases the traction
through firm policies by the of the simple mechanism. Thus,
sponsor. which will best reproduce colored jector and puts the other into opera-
claim the manufacturers, the take-
Secondly: Use adequate printed motion pictures and the small color tion to permit threading without
up smooth and the tension con-
is
forms, if necessary to send out transparencies made with miniature loss of projection time.
stant,no matter what size the reel
films for loan, describing precau- cameras. Public Address equipment and a
or how much film is on it.
tionary starting measures and pre- A new material has been devised. record player can also be used at
scribing constant vigilance during It is not glaringly white, but just the same time to supplement the The Filmosound take-up mechanism
of a correct tone to bring out all sound projector. Complete infor- shown hehw maintains constant tension
the show by the operator. on all sices of reels or Z'arying film loads.
Thirdly: Scratched prints can be of the beauty and depth of color mation may be obtained by writing
"rejuvenated" through such pro- pictures. It also serves extremely to the Victor Animatograph Cor-
well for black and white pictures. poration. Davenport. Iowa.
cesses as the Recono treatment:
scratches can be avoided by hu-
The screen is also washable so that
can be kept clean
iVcM' Filmosound Features
midified storage or
it at all times,
film frequent
and the pictures projected on it One of the interesting features
Vaporating.
can be viewed from almost any on the newest filmosounds is the
Ship in damage- proof
Finally:
angle in a room. This material is handy "right side" clutch control,
containers. Corrugated board is
now available in a new screen which permits the operator to throw
not adequate protection either :

known as the Leitz-Dmitri Projec- the clutch in or out without reach-

fibre or metal are preferable.
tion Screen. ing over the top of the projector.
Color Screen Developed Turning a large knurled knob
* Color vogue today. Both
is in Avoiding Change-Over Breaks mounted conveniently just above the
motion picture and "still" photog- * With the new Victor Amplifier lens does the trick, and with the
raphers are employing modern illustrated in this issue, regular projector unit mounted in a "blimp"
color films extensively. Such pho- theater continuity is now possible case, this is a convenience indeed.
tographers will usually obtain the tor continuous shows without any Bell & Howell announces that this
finest camera and projection equip- breaks for changing reels. new control is now^ available for all
ment to insure best results. A sim- This added flexibility and famous clutch-equipped Filmosounds in the

[30] Business Screen

Jki
 WITH
COOD REASO:^
FROM long experience, cameramen con-

fidently rely on Eastman negative films to

more than meet today's production re-

quirements. Extra quality— reserve power

—supports each film's special ability;

and each is firmly established as the raw-

film favorite, with good reason. Eastman

Kodak Company, Rochester, N. Y.

J. E. BRULATOLR, IXC, Distributors

Fort Lee Chicago Hollywood

BACKGROrXD-X
for backgrounds and general exterior irork

PLUS-X SUPER-XX
for general studio use trhen little light is available

EASTMAX NEGATIVE EILMS

Number Seven • 1940 [31]
 AlaJ)-a*na Staie^efit. Qoei-^beVnu.

SLIDEFILM jb& 4f044,

leqfUiAje

COLOR PRINTS
•

J^cuA* yo4i. GoH. Se*id ^4.

Jleica-Si^e Ko<ll<icU>iom^

QatftfUeie Pn<uxMin(f. 9*tia

Qlo^ucuU SUd&j/ilm PlitiU!
•
EASY TO GET GLORIOUS COLOR!
Simply send original Leica-size (l"x}/2")
transparencies to Dunningcolor Corpora-
tion. 932 North LaBrea Ave., Hollywood,
California. From your individual scenes,
we will deliver a complete color film slide
in a single-frame (movie size) sequence.
Mr. Roy Marcato. State Photographer representing
the Alabama State Highway Department. listens
attentively as Mr. H. A. DeVry, President of the
Del'ry Corporation, e.rplains some of the many
features of the special Del'ry Sound Recording
Eq\iipnicnt which the Department has selected. An
Eastman. Cific Special i6mm Camera zvith Del'ry
Electric Motor Drive is also part of neiv unit.

{Write for complete instructions on

hoiv tocompose your original scenes
Texas Company Film
for rcprofhtction purposes.) [Continued from Page 13)
with its inclusion, as an integral part of the
COSTS LITTLE MORE THAN BLACK & WHITE
plot, of a petroleum industry message that hits
First complete print (including our home particularly in these days of business
preparatory sequence arrangement) costs
only $1.20 per frame (each print must in- mistrust.
clude 8 blank frames at beginning and 4 We are reminded throughout Coin' Places
blank frames at end). Additional prints
of the same film slide cost only 18 cents
of the many things which contribute to the com-
per frame. In all cases blanks mentioned mercial film's success. Its casting alone serves
are the same price as the pictures. to illustrate that point by its well-cho.sen char-
NOTE: For cjuantity orders of 50 prints or acters. The three leads in particular. Wilma
over, it is more practical to consider the use
of DunninRcoIor Three-Color Prints made Francis as "Kay," Willard Parker as "Speed"
from special color-separated neRatives, Prices
on request to recognized producers. and William Harrigan as "Mac" make a good
picture a thoroughly enjoyable one; and the

DUNNINGCOLOR care in selecting characters

"bit" part give these
main characters the added
down to the smallest

CORPORATION advantage of background support. Attention to

this detail and many others make Coin' Place.s
932 North LaBrea Avenue HOLLYWOOD and its message thoroughly real, acceptable and

inspiring to any Texaco Dealer from Kalamazoo

to Keokuk,

SLIDEFILM PRODUCERS — ill BOSTON see PATHESCOPE

W HIMIM; in 16 mm
plus color.
Idd ihf local ong/c"
••

l<* LIBR VRV of renl.il 61m, 16 mm .ound.

"Sitft'ipn itp thf program"
!/» SIKVICE for your Amprosound or Fllmosound.
OUAIITY PRODUCTIONS 'Cet a sicell show from your stnell picture"
U^ PROJECTIOIN «ervice complelo.
BLACK & WHITE & IN COLOR •Jwsl Kii-e us the film and forget the details"

PATHESCOPE CO. Teleplione

438 Sluari St., BOSTON COM 0640
<fWC)(r2mJ Midwestern Producers:
Division of S A R R A, Inc.
• Mofiott Pictures . Slide Films
WHIIehall 5151 : \k East Ontario Street -: Cllicago • Recording • Animation

ir LATEST COLOR AND SOUND *

Eastern Producers: Costs n
/,<»ii- ill PIt'asv You
GET THE
IN FILM ARTS CORPORATION
SWIM! MILWAUKEE, WISCONSIN
717 W. Wells St. Phone Daly 5670
CARTOONS
IN YOUR NEXT
SLIDEFILM

F. O. ALEXANDER
I0S7 Drexel BIdg.
Philadelphia, Pa.
mum a^ vm
• Memo:
dress into your
Put these changes of ad-
file before we forget
division
Safety
director
Council.
shots
of
Chicago.
the National
In his i
=
= 'OCuZ^^4^
contribution Safety on the Screen ^^
Wilding Picture Productions. Inc.
which appears on page 17 of this = sfiLEs CO. inc.
have opened convenient near-loop i

offices

Chicago.
at 100 East Ohio Street.
,. , ,..
m wants another g
Castle Films, Inc.. have moved 1 SOUND SLIDEFILM WRITER I
from their quarters in the \^ rigley
Building to a new suite (2148-49)
in the Field Building in Chicago. Business is good ... so good we want to add another
« *
^-
senior creative contact man to handle existing sound slide-
Pat Dowling Pictures are located film orders.

at 662.5 Romaine
California.
.^.
Phillip Andrews, editor of the
famed U. S. Camera Magazine, has
opened his own agency on New
York's Fifth Avenue, where he will
direct the campaigns of camera
Street. Hollywood, Now PLEASE read THE NEXT PARAGRAPH CAREFULLY.
^ .^
Unless you are note \vorking successfullv in an
exactly similar capacity for another slidefilm pro-
ducer, or unless your experience has recently in-
E. L Woodbury
National Safety Council cluded such work, please don't answer this ad.
number. Mr. Woodbury points to
—
Bui If you are a thoroughly experienced and capable
sound slidefilm writer and contact man and by this we I

the slidefilm medium as an in- mean one with several years' experience and plenty of bona
firms, photographic supply con-
creasingly important tool of busi- fide samples of your work) we'd like to hear from you.
cerns and a similar clientele.
ness and cites from his own ex-
W rite to: A. G. RiPPEY. Jr.
» » *
perience to prove its adaptability Editorial Manager
Contributing to this issue: and success. .Associated Sales Co.. Inc.
A top-ranking executive in the !\'ew Color DetelopnienI 312.3 E. Jeft'erson Ave.
field of safety sound slidefilm pro- From Carroll Dunning, Dunning- Detroit. Michigan
duction is E. I. \^ oodbury. poster color Corporation executive, of P. S. We don't mind if you've had some motion picture
Hollywood, California, comes word tvriting experience.
IN THE AMM.\TION STUDIOS of a new, convenient service for
Produciiou chicis at Caravel Films. Inc. users of small quantities of color
talk I'fcr si-'iiiiiucs III pencil originals.
slidefilm prints. Three-color prints
of less than 50 in number, from
Leica-size Kodachrome originals
may be obtained through this serv-
ice. Information should be obtained
in regard to special photographic
instructions if unfamiliar w'ith pro-
duction of the originals.
Also announced is a new series
of syndicated color subjects which
can be utilized with standard phono-
graphic records of popular musical
The staff at Cartoon Films. Ltd. re- South
selections such as of the
hearse action for a forthcoming cartoon.
Border. God Bless .imerica, etc.

Crane Company Releases Two

* Crane Company has released two
sound slidefilms. The Heat's On and
It'sUp to You, to be shown coast-
to-coast to heating contractors.
Camera. Inc.. Chicago, was the
[producer.

.irt Director Commends Film VINE AT HOLLYWOOD BLVD.

• "Like thirsty deer at a brook,
the American people drink up fine
pictures at every opportunity. The
Tlie ideal headquarters for busy executives.
new color reproductions of w'estern Hollywood Plaza Hotel is within easy access to
scenic views now being distributed radio and motion picture studios, leading the-
bv Standard Oil of California will atres and distributing agencies, famed night
have a definite influence in art ap- spots and sport centers.
preciation and home decoration for
years to come."
This is the judgment of Dr. Wal- PLAN TO MEET YOUR FRIENDS
ter Heil. famous museum director IN THE PLAZA COFFEE SHOP
and art critic. The newest Standard

Oil picture. "California Mission."

is now being distributed to mo-
torists bv Standard service men.

Number Seven • 1940 [33]

 printing inks, pigments, finishes,

..GANGWAY FOR J m\ FILMS

and textile colors,
spectacular color effects.
is available for
there are
The movie
showings to manu-
many

MOVIE REELS! %^ How chemical coatings are

considerations in modern industry
vital
facturers,

their
associations,
interested in chemical coatings
importance both
or

in
groups
and
industry
and how they are important to and inour daily living.
everyday living is explained in the
new all-color, sound movie, More New Copper Films Are
Than Meets the Eye, released this Released by Bureau of Mines
month by Interchemical Corpora- * The great natural resources of
ALWAYS BY tion. Arizona and the inspiring panorama
More Than Meets the Eye de- of scenic splendor that annually

Railway scribes and research

the processes
back of the manufacture of chemi-
cal coating materials and shows
attracts thousands of tourists to the
State are picturized in a sound mo-
tion picture film recentlv announced

Express how the requirements of the ulti-

mate consumer must be taken into
account in the manufacturing opera-
by the Bureau of Mines. Department
of the Interior, in cooperation with
an industrial concern interested in
tions. The enamel finish for a wash- the development of the Slate.
They're first into the fastest trains, and first out on arrival. Prompt delivery to
ing machine, for example, must (Phelps Dodge Copper Co.) The
theaters, conventions, clubs, schools or private houses. Top-speed handling all produce a surface so tough that it film, in 16-mm. size, and which re-

the way. That's RAILWAY EXPRESS service, at low, economical rates. And it's will resist the chipping and marring
just as fast and sure for promotion material, trailers, posters, stills, equipment and the various deteriorating forces
and anjthing else that's a "must." Nation-wide coverage. 23,000 offices. Pick-up to which the product will be sub-
and delivery in all cities and principal towns, at no extra charge. For service jected in the users laundry.
phone Railway Express. The functions of
divisions and subsidiaries of
For Super-speed use AIR EXPRESS — 3 miles a minute.
Special pick-up — Special delivery chemical are outlined in the picture.
These units are engaged in produc-
ing printing inks, industrial finishes,
quires 40 minutes for showing, is
the latest addition to the Bureau of
Mines film library, which now con-
sists of more than 4.500 reels which
the various were shown on over 100.000 occa-
Inter- sions in 1939 to a total attendance
of more than 9,000,000 persons.
Copies of this sound film, in
16-mm. size, are available for ex-

RAI LWA^i^EXPRE S S
AGENCY ^<fflr INC.
textile colors, dry colors and pig-
ments, press equipment, and vari-
hibition by schools, churches, col-
leges, civic and business organiza-
ous related products. More Than tions and others interested.
^^^^^^ NATION-WIDE RAIL-AIR SERVICE ^^^^^^ Meets the Eye was produced by Applications for the film should be
Willard Pictures. Inc.. under the addressed to the Bureau of Mines
America's Greatest direction of George Welp. Inter- Experiment Station. 4800 Forbes
chemical Corporation. Street. Pittsburgh, Pa. No charge is
PliiiYliROlJlVD The film lias been prepared so made for the use of the film, al-

HOT SPRWOS
NATIONAL PARK, ARKANSAS
that
facturers
il will be of interest to
of products
chemical coatings and to the gen-
manu-
requiring
though the exhibitor is expected

pay the transportation charges.

to

Add bealthhil years lo your hfe by exercising eral public which uses these prod-
and toning up the system. Enjoy the moun- ucts. Since much of the picture is NEXT MONTH: RESERVE NOW!
tain climate and all forms of recreation. Bathe concerned with the production and BU.SINE.S.S SC.REEN-.S 2ND
in ihe famous medicinal waters of 47 U. S. .\NNUAL EODIPMENT GUIDE
Government-supervised Hot Springs. Slop at
application of industrial colors like
the Majestic Hotel for fine accommodations,
single rooms with or without bath, and smart This allrai'fii'r modern theatre interior awaits New York IVorlil's Fair znsilors
2, 3, or 4 room suites. Covemmenl-supervised ii'/f() attend slnnein'is I'f the ['. S. Steel Teehuicolor motion picture. Men Molie Steel.
bath house in connection. .Moderate rates
.

from SLSO. Two restaurants serving the finest

of food. Beautiful Lodge on Lake Hamilton.

MitJESTie

r*Tiion-SouthweHl HotfU lii<- Mr-- H '.r:nl) M

[34] Business Screen

 * I'uus llkt diiSC }'-o)n {he hy^nid tower lein-
(iozi's 20 North Wacker Drive illustrate the
at
advanttt({es of imohstrnctcd lii/ht and fresh air
ai-ailahic in lyf^ical offices such as the one shoivn.

COMFORTABLY COOLED
BY THE LAKE BREEZES
•^ \\ illi an iiiiobslriictfd view of the entire oily anil lake front from the broail
expanse of oversizetl «iii(loAvs in every suite, lower ofTiees on the upper twenty

floors at Twenty >ortli \\ acker Drive offer the city's finest business locations.

Here again the unique architectural advantages of this building are real assets to

the prospective resident. A majority of the office spaces get cross-ventilation of

lake breezes from east to west; end of building offices enjoy the maximum ol

daylight illumination from three sides. As in all parts of the building, floor

lavouts permit real economy of working area in small offices as well as those

up to the maximum Li.OOO square feet area permitted on these upper floors.

Other Convenient Sertire Fnrililies:

For exei'ulives and their employees, a modem public restau-

rant is also available for breakfast, luncheon or dinner service.
The Opera BulVel on the street level is a favorite afler-hours

rendezvous. Other service facilities include the completely-

equipped building barber shop, tailor and valet aiul the Safe

Deposit Vaults just off the main lobbv.

IN THIS SPACE NEXT MONTH:

How to select your Business Home for
the coming year. The advantages made
possible at Twenty North Wacker Drive
by scientific planning of office layouts,
designed for maximum comfort and effi-

ciency, are thoroughly analyzed for execu-

tives contemplating Chicago office changes.

.Address All Inquiries to the Office of

THE PrESIDE.NT — Mr. J. C. THOMPSON

AT THE CENTER OF CHICAGO BUSINESS • THE CIVIC OPERA BUILE

20 NORTH WACKER DRIV

-"*^^"

"JL HOUSEHOLD
MNANCE CORP.

An Evening

Edgar A. Guest
A JAM HANDY PICTURE

The broad public service rendered American business is

fact that
by the Household Finance Cor- both human in its ethics and
poration, stands out in the small constructive in its outlook.
loans business like Shakespeare's
At the left are scenes from
"good deed in a naughty world."
the Household Finance motion
In this program of educational picture, "An Evening With Edgar
service, pictures have played a Guest," which is featured in the
notable part — demonstrating company's exhibit at the New
dramatically the oft forgotten York World's Fair.

I Si^lL !

Iha J Xm ITl
th.
Sales Meetings
JAM HANDY
n «» m AT K O.
# Slidefilms
Uii^enijation
# Talking Pictures # Convention Playlets
• New York •k Hollywood •k Chicago ir Detroit •k Dayton ir Wilmingtori |
19Weil 44th Street 7046 Hollywood Boulevaid 230 N Michigan Boulevard 2900 East Grand Boulevard 702 ^4utual Home Building 922 Shipley Street |
S
JyAndetbiU 65290 HEmpslead 5B09 STAle 6758 MAdison 2450 ADams 6289 Wllminglott 4 2401 •

There nothing wrong with American

is
business that better salesmanship can't cure..!
IN THIS ISSUE: THE 1940 EQUIPMENT REVIEW
NEW FIELDS FOR PICTURES; SLIDEFILM MANUAL*II
ihw/snt^ IS aMuuUe ?
ANY foreman in good physical condition can rise, vivid Action, Sight, Color and Sound, the Minute Movie
/ \ polish his glasses, address the court and deliver Minute is a Big Minute — big in the impression it creates
the findings of the jury in something under sixty seconds on theatre audiences. Using this combination of show-
flat. But to any prisoner and the anxious court lookers- manship principles, your advertising minute is h'lg enough
cn, that minute is so tense with drama that it seems to to demonstrate and describe your sales story from
last forever. The point is this: The length of a minute start to finish in life-like terms never before possible.
is elastic. It is not measured by the clock but by the We can book your Minute Movies from coast to

interest or excitement contained therein. In short, a coast in as many as desired of more than 10,000 thea-
minute's as long as you make it. tres as port of \hQ\r regular programs. Cost — $3.00 per
Likewise, the ordinary conception of a minute has thousand reoders-and-hearers. Write today for case
nothing to do with a Motion Picture Minute. Dressed in histories of Minute Movie clients.

GENERAL SCREEN ADVERTISING, INC.

WRIGLEY BUILDING > CHICAGO, ILLINOIS

MACr * KLANIR
WRIGLEY BUILDING. CHICAGO, ILLINOIS
NATIONAL SALES REPRESENTATIVES JAM HANDY THEATER SERVICE, INC.
19 W. 44TH STREET, NEW YORK CITY . , . GENERAL MOTORS BLDG., DETROIT, MICH,
 wv
Standards,
Theater Cc c
cc
vou CRN «'*
-

J
(>t

C (
/
^»^i
^X .t^rS
PROIECTORS

FILMOSOUND "COMMERCIAL" {right) is a compact, single-case projector offering the

utmost in convenience and simplicity of operation for the busy salesman. It provides uninter-
rupted three-quarter-hour showings of theater quality in salesroom, showroom, hotel room, or
moderate-sized auditorium. Has 750-watt lamp, powerful amplifier, speaker-hiss eliminator,
"floating film" protection, and provision for using microphone or phonograph turntable. New
i^^m^4
low price S276

[Mwm
mm. MR. and Mrs. America go to the movies 70 million times
week. And when they see your business
a film, they'll
expect pictures and sound of theater-like quality. That's what
you w//5/give them, if your film is to be a sales success.
So choose Filmosound Projectors and make s/tre your film is
brought to the screen with brilliant, rock-steady pictures and
faithful, full-range sound reproduction. Choose Filmosounds
and be certain of programs uninterrupted by embarrassing me-
chanical breakdowns. Choose Filmosounds and kuow that you
FILMOSOUND "ACADEMY" is the same as —
FILMOSOUND "MASTER" a powerful 16
the "Commercial" except that (1) it is in two mm. sound film projector for serving larger will get lasting, dependable service. For Filmosounds are pre-
cases, one enclosing the projector for extra- audiences. Offers the wide range of services cision-made by the makers, for 33 years, of Hollywood's pro-
quiet operation, the other housing the speaker; of the "Utility."" plus even greater audience
(2) it projects both sound and silent film. handling capacity S410 fessional movie equipment.
With cases, only S298
There is a Filmosound or Filmo Silent 16 mm. Projector for
FILMOSOUND "UTILITY" (uof illuslrated) offers all the
every business need. Please write for details. Bell & Howell
features of the "Academy," above, plus greater picture illu- Company, Chicago; New York; Hollywood; London. Est. 1907.
mination, greater sound volume, clutch permitting still pic-
ture projection, and reverse lever for repeating sequences.
Now only S369 "HOW MOVIES TELL AND SELL"
is an interesting new folder every ex-
ecutive should read. Mail coupon for
your FREE copy.

/ »"'/z.t!l°3'fU COMP..,,.^
^ -^Z

" '^"'"osounH k usjness \f -

FILMOARC is the most power-

fulof 16 mm. projectors. It
employs the automatic, electric-
arc type of illumination used by
^ortipa.
FILMOSOUND "AUDITORIUM" combines ready porta- movie theaters. It provides such
bility with capacity to serve very large audiences. Either one
screen brilliance and ample
sound volume that it can be
or two projectors are controlled from panel on amplifier used in largest auditoriums I -Iddr,
— instantaneous changeover to avoid program interruptions. where 35 mm. equipment was '
From S87 3 formerIynecessary.FromS1500. Cily.

•^tate.
SION-MADE BY

BELL & HOWELL

 I I IS ONLY ONE MEASURE OF ABILITY
Audio's studio facilities, equipment and permanent personnel are

second to none in the film industry, but it is not physical size which

accounts for the ability to interpret the problems of business in the

language of the screen. Years of specialization in motion pictures with

a purpose, and a knowledge of their aims and potential audience, are

the simple ingredients which Audio offers to assure your film's success.

COMPLETE FACILITIES FOR

TECHNICOLOR PRODUCTIONS PRODUCERS OF
/'
uml
t SOUND MOTION
PICTURES
•jh^r-K: Tur-fi..^

^fUCr''

AUDIO PRODUCTIONS. INC.

35-11 THIRTY FIFTH AVENUE • LONG ISLAND CITY. N. Y.

[4]
Business Screen
 Here is the Heart of
AMPROSOUND QUALITY! (

Superior features
that make for the
Remarkable
m Performance ofAmpro
Sound Projectors
m \j-
TRIPLE CLAW MOVE-
MENT. Affords Film Pro-
tection — The triple claw
engages three sprocket holes
simultaneously. Film with two
adjacent torn holes can be suc-
cesstuly used.

O NATURAL SOUND RE-

PRODUCTION. Free from
Wavtr and Distortion due
to Ampro's finely balanced fly-
wheel and patented film guides
which prevent the film from
"flapping."

SOUND OPTICAL SYS-

Light from Exciter
TElin.
-V,5 -'^ ' <-,i Lamp is projected directly
vithout mirrorsontothephoto
ell
tions.
without losses or distor-
P£>
4 SOUND
NIZER.
LOOP SYNCHRO-
Permits perfect
synchronization of picture
and sound by the exact form-
ing of sound loop. Can be set
without stopping the show.

IW« 5 EASE"threads"
OF THREADING.
Film straight
through projector at only
three points, (two sprockets
and film gate).
3?
L.V--
6PREF0CUSED EXCITER

M LAMP. Ampro's prefo-

cused exciter lamp requires
no adjustment for perfect op-

m^ cal alignment.

f. L.^ i^
2i

\^

SEND FOR CATALOG

Showing completeline of Ampro 16 mm. sound-
on-film, silent,and convertible to sound
models. Thogsbnds of Ampro precision projec-
tors are renderirtg splendid service for the
sales departments of mony of America's largest
corporations. Find out what they can do for you.

AMPRO
PRECISION CINE EQUIPMENT
AMPRO CORPORATION
2839

Name
N. Western Ave., Chicago, III.
(BS940)

Please send me new 1940 Ampro Catalog. I am particu-

larly interested in:
D New Amprosound 16 mm. Projectors
G Ampro 16 mm. Silent and Convertible to Sound
Proiectors.
D Ampro Continuous Projectors.
—
2839 N. Western Ave. ^1^' Chicago, Illinois)^ Address.
City
 l!liSI.\En SCREES

THE MAGAZINE OF COMMERCIAL

AND EDUCATIONAL F L M 1 .S

Cuicr Suhjccl: A Business Screen pholo-eonipositiun:

audience scene by Hirz-Graf Studios, Neiv ) ork City.

* * *

Camera Eye: News of the Studios 8. 10

Visual Aids for Our National Defense 13

Ford Technicolor Film Techniques 14

Previewing the New Films IS

Part II: A Modern Manual of Slidetilms 17

191(1-11 F.(,u!ii'MF.NT Review Section

Sound Motion Picture Projectors 22

Silent Motion Picture Projectors 29

Sound Slidefilm Projectors 31

Silent Slidefilm Projectors 33

Miniature Projectors 34

Screens and Accessories 35

Film Storage Equipment 37

Projection Lamps 39

Still Projectors Id

Projector Tables. Reels & Rewinders 41

Visual Display Projectors 42

Film Treatment & Processing 45

LOW COST PLUS GREATER ADAPTABIUTY
Your Sound Slidefilm Program 46
Male the VICTOR ANIMATOPHONE SOUND
MOTION PICTURE PROJECTOR the most desirable
equipment of its kind ever built.

Simple construction — accessibility ot all mov-

internal
VOLUt^E TWO I9'(0 NUMBER EIGHT
ing parts are
features that make this equipment
amazingly simple to operate.
• Business Screen Mai;azine, issued by Business Screen MaKazines. Inc..
Write TODAY for complete information
211 North Wacker Drive. Chicago, on September L'H. Editor: O. H.
Coelln, Jr. Associates. R.
; C
Danielson Robert Seymour. Jr. (New
:

Yoriv editor). New Yorti oiTices Chanin Building. Phone Murray Hi]I
:

4-1054. Acceptance under the Act of June 5, 1934, authorized February

20, 1939. —
Issued S times annually plus 4 special numbers. Subscrii)-
tion 52.00 for 8 numbers, ForeiRn $3.50. 50c the copy. Entire con-
:

tents CopyrJKht, 1940. by Business Screen Magazines, Inc. Trademarix

ReR. U. S. Patent Office. Application for entry as second-class matter
is pendinK.

L6] Business Screen

 As this magazine goes to press, the Wilding

organization is devoting its entire time to the

service of clients, for whom 22 major sound

motion pictures and 26 sound slide

presentations are in production.

THE TRUE MEASURE OF WHAT WE CAN DO IS FOUyO I\ WHAT WE HAVE DO.\E

Catering to a select clientele

-who demand distinctive
Wilding Picture Productions, Inc. Motion and outstanding Sound
Picture Productions
Commercial for Application.

NEW Y O K CHICAGO

Number Eight • 1940 [7]

 U M
NEWS & COMMENT
E RA
OF THE STUDIOS
Now Cinecolor offers
C^L
o iiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

35 mm sound quality • woKTHY of

panorama of
the focal spot in the
the month's news is

the following comment from Pub-

lisher George Slocum's column ""A
Word in Edgewise"' in Automotive
Netvs of September 16: (Reviewing
the press preview of tlie 1941
Chrysler line.)
"Later a film produced by Dodge
entitled The Army on Jf heels
was shown. A sensational demon-
stration of the present land strength
of the U. S.Army, it proved a reve-
lation to some of those who have
believed we have no equipment to-
day with which to meet an enemy
within or without shonid he strike
in the next few days or weeks. This
film ought to be shown in every
town and city in America. Kell-
er's speech should have been broad-

The old way of reducing the 35 sound track to 16 mm prints re([uired a cast to the world. The combination
would make the boys in Berlin.
60% reduction in one direction, only 20% in the other.
Tokio or Mexico. "slop-Iook-and-
Now Cinecolor, with a new patented method, reduces the sound track listen" before they start picking a
hoth vertically and horizontally in direct proportion. The result is ]>rints scrap with our Uncle Samuel!"
that have all the quality of 35 uuu theatrical sound. Army on Wheels is the camera

story of the performance of new

This non-slip undistorted film has created a sensation in the trade.
mechanized sections of the United
Experts declare it far superior to any 16 mm sound yet develo])ed. States Amiy produced by Wilding
The new Cinecolor Dual Amplitude track is available in either color for Dodge Truck. From a technical
or black and white and at the lowest prices ever offered! standpoint, camera work and sound
are handled with a skill that makes

100-FOOT TEST REDUCTION — F R E E

the documentary narrative all
more powerful. Certainly the po-
the

Make a personal test of the surprising sound (idelity that Cinecolor's medium as an in-
tential of the film

Dual Amplitude process offers you in 16 mm. Send 100 feet of 35 mm strument of education in our na-
tional defen.se program was never
negative track (either variable area or variable density) to Cinecolor Inc.,
better illustrated!
Burliank, Calif. A 16 mm print will be returned to you free of charge.
New Slereo Allachnienl:
A new type of stereo projection,
the Copeland Stereo Polarizer, pro-
f^^
vides a means for projecting three-
STEP OUT WITH dimensional pictures with a single
double frame slidefilm projector.
NEW Cineeo/oi* This new optica! device consists of
a specially designed lens assembly
in a focusing mount. An adjust-
able septum prevents light spill.
The optical system is so designed
that the projection distance can be
varied between ten and forty feet,

thereby providing large-scale

screen images for showings to large
groups.
A LETTER FROM A READER OF BUSINESS SCREEN : )ief;s Screen also affords a perpetual wealth of in- The new stereo polarizer unit
Gentlemen: Working for a subsidiary of New York's formation as to the latest commercial films made
together with a brief synopsis of these. causes the superimposition of two
Modern Talking Picture Service, I subscribed to
Business Sci'een in an effort to keep in close contact I read each issue from cover to cover and to me stereo pictures on slide or film.
with the Ifimm. commercial film business, and I am Bnfiiness Screen is a textbook to the industry. I Each of the two pictures is polar-
more certain now than I ever have been that sub- would most definitely advise anyone in any phase
ized in opposite directions and
scribing to your magazine was one of the wisest of the commercial film business, either production or
moves to make. Not only do I follow the recent de- distribution, to read the articles contained in Biisi- (Continued on next page)
velopments in the projector lines, but reading Huxi- })es.-^ Screen religiously. —
H. A. U.

rs] BusiNi^ss Screen

 OUT IN FRONT FOR 31 YEARS

The Da- Lite Junior Screen provides

the finest screen surface at lowest cost.
It has the same efficient glass-beaded
fabric as the highest priced Da-Lite
Screen. It can be hung against a Whenever a permanent installation is- desired,
wall or set up on a desk. 4 sizes the electrically operated Da-Lite Electrol offers
from Sli.OO* up. maximum convenience and the economy of lont:
life. Recent installations include Field Museum.
Thtf Model B is the most popular hanging screen Chicago, the Mellon Institute. Pittsburgh. John-
in the Da-Lite line. 12 sizes f>*om 22 in. by 3') in. son Wax Co.. Racine. Wis., and the Stude-
to 63 in. by S4 in. from S"-oO* up. baker Corporation. South Bend. Indiana.

DteTE SCREENS
Convenience and Durability

OIINCE the early "flicker" tlays <>f llie niotiuii piolure industry,
^^ DA-LITE has led in pioneering many screen improvements.

DA-LITE was first to make large theatre type silver and white screens
in seamless form; firsl to provide perforated screens for use with
sound equipment; firsl to provide a portable box type screen with
collapsible supports operated by a sinjile trip handle; firsl to make
a tripod screen with sipiure tubing; to insure perfect alignment of

the screen surface at all adjustable heights.

During the past 31 years. DA-LITE has consistently improved the

reflection and lasting qualities of Beaded, Silver and White screen
The Da-Lite Challenger — In.-ide the plant or out on the road, the Chal-
surfaces. The superior light reflective qualities can be determined len^rer is the first choice of all who want utmost convenience and
portability. It can be set up anywhere in 15 seconds. Compact, light
by making coniparati\e tests. Because of their lime-proved advan- in weight, it is easily carried, and built to withstand the knocks and
bumps gets while traveling. It consists of Glass-Beaded fabric, spring-
it

tages, DA-LITE Screens are first choice of leailing producers, dis- roller-mounted in a metal case to which a tripod is permanently and
|)ivotally attached. It is the only screen with square tubing in both the
tributors and users of business films. Ask your supplier about tiijiod and extension supiKirt to hold the case rigidly aligned and the
entire picture in perfect focus. Made in 12 sizes from 30 in, by 40 in.
DA-LITE equipment. W rite for catalog. Address Dept. 9B. to 70 in. by 94 in. inclusive. From $12.50* up.

'^I'lircs Rliifhthj higher on Pacific Coast.

THE DA-LITE SCREEN COMPANY. INC

2723 NORTH CRAWFORD AVENUE CHICAGO, ILLINOIS

Number Eight • 1940 [9]

 (Continued jrom Page Eight)
Audio Productions, Inc., held in
when
screen
ventional
they are
may be viewed
projected
with
on
tlie con-
the
C il M E R i • E Y E
New York City on September
Robert K, Snody, former general
18,

stereo polarized sjiecta- manager, was elected vice-president,

cles. ffings Over W odd Wonders citiesof the Emerald Isle. In inti-
gives bird's-eye views of wonder mate detail, it visits with people American Smelter Road Show
Announce Petroleum Program
spots in many continents as seen who. today as in the days of rich * As part of a promotion cam-
Education of petroleum retailers
from the Soaring over
clouds. legend and historic deeds, maintain paign for its manufactured lead
to the importance of sound oil-
thundering Niagara. Yosemite. the outstanding national characteristics products, the American Smelting
change practice wil be accomplished
I
Canyon and the Rockies, this film that warm the heart of the world, and Refining company has put on
through the medium of sound slide-
plane then Hies to the Orient, circles Killarney and the Shannon, market the road
to tour the country a
films in the proposed long-term co-
Fujiyama, and views New Zealand's at Gal way, fisher-folk on the coast, trailercontaining a complete dis-
operative educational program pre-
.'Vlps. Pyramids and the Sahara,
the peat-diggers, the Blarney stone and play of lead products, from lead-
pared by the Lubrication Commit-
ending air voyage over London.
its Dublin are included in sequences. headed nails to linings for cham-
tee of the American Petroleum in-
stitute's Division of Marketing.
Paris. Naples and Vesuvius. A Mexico unrolls scene after scene of ber acid plants.
Thrill a Second is a flashing .suc- the pageantry of a glorious past The has been equipped
trailer
The program will consist of a
cession of men and women with and the exotic beaul\ of today. with motion picture .screen and
a
slidefilm. a brochure for motorists
nerves of steel, risking their lives Buried civilizations that were the projector and the company's pres-
and several booklets. The film will
in about every way that people de- cradles of art and culture in the entations \»ill depict operations
present facts and figures covering
vise for the thrill of new sensa- Americas, monumental reminders within manufacturing plants, as
its
the modern automobile and its lu-
tions; e.xcellent for men's clubs. of native Indian and of Spanish well as the uses to which the prod-
brication reipiiremenls. It also
Come Back to Ireland is a genial grandeur, are touched. ucts of the plants may lie put.
deals with the varying operating
conditions the automobile must en- jaunt amidst the white, thatched Snody Audio }' ice-President Columbia Announces Facilities
counter and with the manner in cottages, lakes, rivers and great At an executive board meeting of * Columbia Recording Corpora-
which the human element influences tion, asubsidiary of the Columbia
the need for oil change. Broadcasting System, Inc, an-
Southern f'isual Conference nounces complete new recording
For the fourth consecutive year, and studio facilities in New York,
the Southern Conference on Audio-
Visual Education will hold its regu-
SHARING THE (Chicago and Hollywood,
Es|)ecially designed custom built

lar annual meeting at the Biltmore recording machines have now been
Hotel. .Atlanta. Thursday. Eridav. INDUSTRIAL installed in these cities. Complete
and Saturday. November 14. 1.5 and processing and manufacturing facil-

16.
The meetings of the Soulhern
ACHIEVEMENT OF ities are in full swing at Bridgeport,
Conn., and Hollywood. Calif.
Conference always have attracted Erpiipped with the newest and
large numlu-rs of county and city
superintendents,
A GREAT CITY finest

studios,
recording
together with high speed
apparatus and
principals, and
teachers, as well as college instruc- manufacturing, Columbia is now in
tors, from more than a dozen states a |)osilion to efficiently and eco-
in this part of the country, actual nomically recording needs for
fill

registration indicating attendance of

from 800 to 1.000 persons interested
^
^-^
HIC.\GO builds
produces a motion picture
a subway and Burton Holmes Filni.s
shellac pressings, ultra high qual-
ity electrical transcriptions, or slide-
lliroug:li which each Recording studios
in the use of modern media of in- film recording.
struction in classroom and labora- unrehearsed momenl of engineering achievement is and offices are located at 799 Sev-
tory. shared with Chicago's citizens. You loo, through the enth Avenue at 52nd Street, New-
York City; 410 North Michigan
Personalities in the News film medium, may share with your sales prospects the
Avenue, Wrigley Building, Chi-
Harold B. Jewell, formerly copy-
story of your product or organization. cago: 6624 Romaine Street and
writer for Sidener & Van Rijier.
Columbia .Square, Hollvwood.
Inc.. Indianapolis, and before that a
partner in the Richardson Advertis- SERVING EVERY PHASE National Council Gels Award
ing Agency, has joined the sales OF INDUSTRY WITH FILMS * A
bronze trophy for having pro-
education .section of the editorial duced the 1939 slide film of great-
"STitEAMLixiXG Chicago" for Chicago
staff of the Jam Handy Organiza- Dept. of Subways & Suuerhighways. est traffic safety value was pre-
tion. Jamison Handy, president, "The •)<) for Austin- Western
Road Ma- sented to the National Safety Coun-
armoiinced. chinery Company.
cil on August 12, at the opening of
"The Steel Show- for Continental
Emerson ^ orke. liead of Emer- Steel Corporation. the 1910 National Institute for
son Yorke Sludiu. producer of "Easv Pickin's" for .1. i. Case Co. Traffic Safety Training staged at
theatrical and informative films, Methods" for I.ibby-Owens-
"ViTiioi.rTE the University of Tennessee, by Dr,
Ford Glass Company.
announces the addition of an In- Miller McClinlock. cliairman of
"Safety Slings" for Macwhyte Co.
dustrial Eilm Division. Mitchell the Motion Picture Traffic .Safetv
"FiiiELiTv Precision Washed Coal" for
I. kopjiel. formerly with Alex- United Electric Coal Companies. Committee, The trophy is placed in
ander Eilm ('ompany and General competilion annually by the .Amer-
A Burton Ho'ttirt cimvra creir
Advertising Eilm (Company of Dal- Films will help your ridis a yiant shoiTi "on location" ican .Automobile .Association.
for the Unitt'd Blfctric Coal Coui-
las, manages this division. business. lianivn' film.
The film. Testing the Drinking
Driver, is designed
to present dra-
New Castle Releases
matically the most desirable meth-
For the industrial film user ods for obtaining the conviction
whose audience program provides
for a period of entertainment, these
BDRTON HOLMES FILMS, INC. ol those who drive while under
PRODUCERS OF MOTION PICTURES AND SLIDEFILMS FOR INDUSTRY the irdluence of intoxicating liquor,
recent Castle 16mm. sound film sub- lis purpose to encourage the
7S10 North Aihlond Avenue • Cliicago • Telephone ROGen Parle 5056
is
jects are announced for release:
scientific tests for intoxication.

[10]
Business Screen
 Made M >-;;;, »axi»u» ;^„ ,, s<

P °;,,3U,„s, or
P,oiec«o.s «;X,e.dealer
o' ^cut P'°»
proierfon
^ lotnialion

S0CIET9 fOR VISUAL €DUCflTIOn, inC.

lOO €flST OHIO STR€€T CHICAGO • ILLIflOIS

MANUFACTURERS- PRODUCERS- DISTRIBUTORS OF ^UuOlMdi.

[11]
Number Eight • 1940
 i
>oiir^^

Did

^e hear vou
you haven't
say
Rational
iST?
Distribution?

^^Ts9
\

^^^^^^^^^^^^^
^^^^^ ^ to
present
Service is gea'^^'; \ \ Modern's

* ^° *;";;„:
industrial
him rut" 'S
o':i.»>^^^^^i^et the
s......
^eraV s ^^^^^g.

Business Screen
N W I I

^ ^ ^ Visual Aifis to National Defense ^ i^ ^

• The role which films must play phases since our industrial and en- ing. Sound slidefilms and indus- chinery would have been spared
in our current preparations for tertainment film production on is trialmotion pictures of mechanical had thorough instruction in its

national defense is well-defined and a much higher scale. Such English operations, of the essentials of ma- operation been given.
of significant importance to the subjects as The Lion Has JT/n^.s chine trades, etc. will help train
success of the entire |)rogram. The and Balloon Barrage have been re- our hastily mobilized industrial Pictures Wollu Improve
experiences of the totalitarian stales leased theatrically and the former army. Public Understanding
as well as of Great Britain lend has been shown in U. S. theatres. The same kind of training prob- Our national unity will be aided
valuahle testimony as we examine More important to Britain's imme- lem immediately presents ilself by a thoTougii understanding of de-
the potentials of visual aids in the diate effort are the countless dozens throughout the armed services. Here fense problems and by a summon-
training of workers and the armed of short subjects produced in gun- ing of our patriotic interest through
the hastily swelled ranks stretch
forces, in the work of recruiting for nery training, tactics, etc. A typical
training personnel to the utmost well-prepared films. But the same
the various services and in the example are motion pictures of one respect for the public interest must
and in the new era of mechanized
building of our national unity of the British Fleet's prize gun safeguard such material as that
warfare, a tremendously added
through public understanding ol crews which show in detail the which respects the defense program
burden of education must be car-
the nation's problems. precision and accuracy attained in itself. A primary direct objective
our ried. Animated films, diagrams
\^"e lean over backward in perfection of movement. The Air will be the production of recruiting
and step-by-step training can be
abhorrence of proproganda. \^'ith Command also makes excellent use materials. In this respect it will be
carried out with unfailing perfec-
some justifiable fear that the pro- of motion picture ecpiipment. interesting to note that the United
tion on a national scale by means
ductions of the United States Film States .Army has ordered one hun-
Service were politically favorable Tr\imng Workers Industrv in of films.
dred prints of the new Dodge-
to the New Deal in justifying its AMD Military Service Such training materials are not sponsored Army on If heels which
social program, this body was One of the important problems only economical of lime and effort shows the progress made in mech-
erased altogether and its functions of national defense is the co- but they return their cost many anization of the regular army.
returned to the various depart- ordination of production effort in times over in actual savings of
Practically a short reel a week
ments such as Agriculture. Interior, private industry. Here America valuable material, of mechanical
could be prepared for the widest
etc. Yet today such an agency faces not only a costly expansion parts, weapons and vehicles.
possible showing in theatres and on
might he of incalculable value to program but serious shortage of Thorough ground-school instruc-
a commercial and educational j>ro-
the National Defense Commission tion would have saved the lives of
skilled workers. Speed-up of the grams in the 16mm. field. The job
if it could be isolated for specific many a young pilot of 1918: mil-
apprentice training is therefore one of preparing this nation for defense
tasks and far removed from the in- lions of dollars in damaged ma-
of the first objectives of film train- is the greatest we have ever under-
terference and red tape of other
taken, films can achieve understand-
government agencies. Such an or-
ing and with that understanding get
ganization should not attempt
the cooperation of the public in
actual production, its mission
making the task ahead easier.
would be solely that of coordina- Coiiiing Events in Business Sfreen Many existent films already
tion of all film resources, of cata-
These technical features and articles are available from industrial sources
loging available subject matter in
scheduled to appear in early issues of The will prove useful in this new phase
specific training fields and. finally,
Magazine of Commercial and Educational Films: of national interest. Such pictures
of directing the preparation of suit- Dodge
as Chevrolet"s Materials, the
able new subjects to speed up the How to Vso Films in Business picture Land
of the Free and sim-
entire defense program. This series of analytical articles on special fields and indus- ilar subjects are excellent for pub-
tries where films may be profitably used will be
resumed in
Are Needed? lic or service distribution. To-
\^"hat Kind of Films
the next issue of Business Screen.
gether with new themes they will
There are three primary classes
A Visual Displays Spflion provide a library of film informa-
of film material needed: (11 Train- from which organizations,
Issue One of Volume Three (the next number) will contain tion
ing films covering each technical
a full-length discussion of modern display materials including camps, and schools may obtain pro-
branch of the Services (2) Recruit- three-dimensional equipment: of especial interest to grams regularly. Re-edited excerpts
new
ing films showing the opportunities
advertising and sales executives, display managers and depart- from major Hollywood features
and the typical activities of Army. ment store executives. will further aid.
Navy, Air and Marine corps. 1 3 I

that of national Installing the Film lleparlment A summarizing of other

hasty
The final class is
prevue theatre, equipment costs objectives thisoffilm program
mass audi-
publicity for showing to How to handle your films, the
for various installations and a survey of present film depart- would certainly include mention of
ences on such subjects and prob-
ments in educational and industrial fields will be a major their value in entertainment.
lems as demand public understand-
topic in an early issue. Throughout military and naval
ing. Call this latter "proproganda""
establishments these coming months
but place its administration in the A >l»<lcrn Manual «f .Slide Films
and particularly when additional
hands of a trusted authority and its
Producing and distributing slidefilms in specialized fields of
thousands of men have been sum-
production in professional studios use: the next installments of this series will show the use of
moned through the draft, projector
and public confidence will be slidefilms in personalized selling, door-to-door demonstrations.
equipment will be busy in the
respected. etc.
recreation halls. Such programs
England has produced films in • • •
will afford an additional oppor-
each of the above categories. Ger- Together with a Survey of Distribution Facilities. Reviews showing of training
tunity for the
many and Italy turn out a pre- of New Film Releases. Books That Make Films, etc. subjects to entire companies as-
ponderence of nationalistic propro-
sembled.
ganda. But America can lead in all

[13]
Number Eight • 19-10
 FORDTECHilCOLORFILII
SHOWS Uyi TECHildllES
I'roditclion Problems Mel Uluslrule Skill

Required for Major Industrial Sound Films

Scale models for the Ford film Duplicating color figures from
required skilled draughtsmen the Ford exhibits for the film

• To THE LAYMAN uninitiated in models were used. Stop-motion

the world of technical detail re- photography is the exposure of one
quired to produce a successful in- frame of film at a time, and then
dustrial film, a glimpse behind the moving the objects or parts of the
scenes during the production of ihe objects being photographed just
recent Ford Motor Company film. enough so that when the completed
Symphony in F, will be instructive. film is projected at the rate of
Through the pages of Ford Neivs, twenty-four frames per second, the
dealers and company employees Building tlu /;.i/i;<./o a^ a pains-
.. A Ford plant in >niNiat(ne was visual effect is that these inanimate
learned the ''inside story" of this taking task for the experts constructed for color filming olijects move and march along in
difficult pioneering assignment lifelike fashion.
which combines Technicolor, su- In such manner the motion picture magnitude the business of produc- In making one frame at a time,
perb photographic skill, original presents the march of raw materials ing automobiles, the Technicolor when the camerawas stopped while
musical composition, and a high and the flow of purchase orders camera moved into almost every lighting requirements were met and
quality of entertainment necessary throughout the country, all cul- corner of the Rouge Plant, as the dozens and sometimes hundreds of
to please Fair-going throngs to minating in the production of the ever-seeing eye caught the continu- small car parts or models were
whom it has been presented this 28.000.000 Ford car. April 8. ous story of Ford manufacture. carefully and accurately moved into
season. A
primary objective was The first and last scenes of the Along the where
docks Ford new positions, the Technicolor crew
a thorough understanding on the picture are laid in the Ford Build- freighters are emptied of raw mate- handling the stop-motion work
part of these audiences of the com- ing at the New York World's Fair. rials, in the open hearth where often felt its day's w'ork extremely
plex exhibits of Ford manufactur- The intervening scenes take the white-hot metal is poured from a successful if
it had been able to
ing processes and the production of audience to and
forests, farms furnace into a giant ladle, in the produce as much as twelve feet of
raw materials. mines where the gathering of raw glass plant where long rows of film, just enough negative to oc-
As reported by the editors of materials for automobile manufac- polishing machines —
using enough cupy eight seconds on the screen.
Ford News, the technical problems ture is shown through the activities rouge to supply all femininity for The highly complicated Techni-
faced by the producer (Audio) of miniature figures, then to the a year and more —
add to Ford color cameras used in making the
shed considerable light on the 1.252-acreRouge Plant in Dear- safety glass a satin-smooth surface film were two of twenty-four in
painstaking detail, technical in- born where the raw materials are and finally down along the world- existence. Four are in England and
genuity and mechanical capacity re- converted into finished automo- famous Ford final assembly line, twenty in this country. One of the
quired to undertake such a major biles, trucks and tractors. the original of which was the first cameras used was already on the
assignment. Music for the picture is new and in automobile manufacturing his- east coast, while another camera
Although it is the second-im- having been composed by
different, tory —to all these places and more and crew came in from Hollywood.
portant color film produced in an Edwin E. Ludig, composer of the in the Rouge Plant went a Techni- During the production, not less
industrial plant (the first showing musical score for "Rhapsody in color camera and its crew. than 20.000 feet of Technicolor
manufacturing processes in U. S. Steel." Ludig's choice of the In producing the picture, the film was run through the cameras,
Steel's mills last year), "Symphony title "Symphony in F" suggested an services of two complete Techni- and, as technicians on the film ex-
in F" is an entirely new type of interesting device used in the color crews were required for two plained, when the fact is considered
film production. Motion-picture preparation of the music for the months. Each consisted of six men. that Technicolor film is actually
men have said that this type of film. The Key of F, a particularly not counting sixteen electricians re- three negatives, the total really
novelty picture technique, combin- joyful and melodic key, has been quired for Technicolor's high-in- amounted to 60.000 running feet.
ing stop-motion and regular pho- used to create the theme passage tensity arc-lighting equipment, plus When and editing of the
the cutting
tography, has never been attempted upon which the Symphony .is built. carpenters, gripmen and property film was completed, 1,500 feet of
before in color. Wlien the
Technicolor crew men required on each set. the finest material shot was left.
This combination of regular moved in on the Rouge Plant in In addition, fourteen highly skill- Thus the efforts of several hundred
three-color Technicolor with stop- Dearborn to make sequences of the ed scale model builders were en- technicians, artists and musicians
action photography has enabled the picture showing the actual trans- gaged for six weeks in producing exerted during two months of con-
motion-picture producers to use the formation of raw materials into miniature figures similar to those tinuous work were combined in a
turntable models —
figures of work- finished Ford products, the world's on the tliirty-two-foot-high "Ford single film, the setting of which is
ers, animals, plants, raw materials largest industrial unit literally took Cycle of Production" turntable. more spectacular than any other of
and machinery in the "Ford Cycle on the atmosphere of a Hollywood A considerable part of the two the industrial world ever conjured
of Production" —
and to cause them set moved into the middle west. months was consumed in stop- up by Hollywood: yet, its total run-
to move about in lifelike fashion. In recording in all its color and motion i^hotographv in which these nine time is onlv sixteen minutes.

MhMm)kMiiim^,iMmm.mm m^m^i>MaaMMLJimmm»^im n mm^ iii m^m&

[14] Business Screen
PREllEIM tu
Bethlehem, Dodge and Socony Sound Pictures
Highlight the Production
m
iS'eirs of the
FILMS
Month
• Bethlehem Steel Company. machines made in the strand and
which added the manufacture of rope making departments. Several
wire rope lo its activities three new rope making machines ha\e
years ago. has completed an indus- been installed, which, with other
trial motion picture on the making additions have increased the capa-
and use of this product, \\ith the city of the plant for the larger
acquisition in 1937 of the W illiams- sizes of rope.
port Rope Company. Wil-
\^ ire Sineies of Steel is four reels in
liamsport. Pa., now the Williams- length. 16 mm sound prints are
port Division. Bethlehem became available for meetings of jobbers
one of the few manufacturers of and dealers, technical societies,
wire rope having its own steel mak- trade associations, schools and col-
ing facilities. leges and other representative civic
Beginning with the handling of the groups.
iron ore. the new picture Sineu's of
Steel shows the principal operations
Prerue Socony Fashion Film
in steelmaking, placing particular Prevued mid-September by
in

emphasis on the fact that steel for the Jam Handy's

fashion press at
Bethlehem shows how wire rope is type stranding machine; (3) Appli-
wire rope is made especially to meet New \ork studios was the new made in these scenes from "Sinews cation of wire rope in the logging
Socony sportswear film Fashions on of Steel." Sequences show (1) Ma- industry and (4) Drawing steel wire
the requirements of that product.
chine making wire rope; (2) Making to sizes for making wire rope. Pro-
The rolling of rod from the billet Ice and Snow. Featuring winter duction by .Audio Pictures, Inc.
quarter-inch strand on planetary
on high-speed continuous mills and sportswear in full color, the new
the processing of rod into wire for sound movie will be shown in de- "A'eic Horizons" in Theatres duced by the Jam Handy Picture
making into wire rope are covered partment stores throughout the Service for national release.
Now
being seen by theatre audi-
in detail. Close-ups and sectional country these coming months. Ad-
ences throughout the country, the Distributes Chesterfield Reels
views of wire drawing operations vance winter fashions were from S.
new General Motors Technicolor National distribution of the
show the drawing of wire to the Augstein & Co.
production To New Horizons is es- Chesterfield motion picture, Tobac-
smallest sizes.
"Army on Wheels" pecially noteworthy for its tour of coland, is being bv the
handled
The principal of wire rope mak- at Michigan Fair thefamed Futurama exhibit at the Castle showings
organization with
ing is shown in the sequences taken New York World's Fair. Distribu-
First public showings of the new- widely booked before club and so-
in the rope mill, where the course tion limited theatres. Pro- organizations
Dodge Truck-sponsored commercial is to cial of adults.
of the wire is followed as it is
filmed at recent United States Army
formed into strand and the strand
maneuvers in Texas and Louisiana Di<'la|>iion«> Offioo Fi Ini >'o\%' Available
into rope. By means of close-ups
were held at the Michigan State
and engineering drawings, the in- ^ Distribution on a new sound mo- which are ail equipped with sound
Fair. In its 450-seat tent theatre.
tricacies of wire ro])e engineering tion picture. What's an Office, Any- projectors. These shows are given
Dodge presented a 75-minute con-
are touched on in an effort to make way?, for the Dictaphone Corpora- either in a prospect's office or in the
tinuous show which played to over
the picture as good a source of in- tion is just about getting under way projection rooms which are main-
.30.000 persons in ten days. Land
formation on the subject as is pos-
of the Free, another recent Dodge
in full swing. We got a look at it tained in the Dictaphone branches.
sible. Illustrations of the many production was also shown. Both
the other day and can report that \^ e called on Mr. C. E. Hallen-
uses to which wire rope is put in they have rung the bell again in borg. Sales Manager of the Dicta-
films were Wilding-produced. One
industry are also included. an able successor to Two Salesmen phone Corporation and asked him
hundred prints of Army on Wheels
The motion picture was made at
have been ordered by the Army for
in Search of an Order, the preced- how motion pictures worked out for
a most opportune time. for. during
use in recruiting.
ing Dictaphone film. the company. He showed us some
the past year a number of changes W hat's an Office. ,4nyway? shows of the reports that have come in on
and improvements have been made Borden and Basse Produce the cause and cure of bottle-necks showings of the picture in the past
at \^ illiamsport increasing the ef- The Autopsy of a Lost most Sale, in a typical office and explains their month which really speak for
ficiency and capacity of the plant. recent of the sales training motion effect on the personnel. It runs for themselves. The picture was shown
A new cleaning unit used in the pictures featuring the ace sales team about thirty minutes and the cast to all types of audiences, educators
preparation of rod for drawing into of Borden & Busse is being viewed includes such "names" as James and students. \^T.\ offices and huge
wire has recently been put in serv- by sales groups nationally through Kirkwood, veteran star of stage and industrial concerns, tycoons and
ice, and a number of additions of the auspices of Modern Talking screen. The Business Screen staff clerks: in all cases it was a success
equipment and changes in existing Picture Service and licensees. who viewed the picture were unani- from the entertainment angle, in
mous in approving the plausibility many cases was responsible for
it

Widely shown in the East is the Port Typical engineering-industrial cam- of the picture; the situations were direct sales, trials and time studies.
of New York Commerce Building era record is this Pathescope film on
those w-hich seem to be encountered Mr. Hallenborg said. "Not only
film recentlf/ produced by Pathescope "The Kill Van Kull Bridge."
in most offices and for this reason have we found that talking motion
should have a most sympathetic pictures are a great aid in training
reception. .\s a matter of fact Die- our own sales force, but also, our
taplionc took quite some pains with experience has show-n that pictures
the plausibility angle: many ex- designed to be both interesting and
perts on office management checked educational hold the undivided at-
the script before its final okay and tention of the prospect to the exclu-
Like Tu'o Salesmen the new-
. . . sion of interrupting thoughts, and
picture w-ill be show-n by invitation thus "shorten the journey to the dot-
and upon request by the Dictaphone ted line.'
"
—
Caravel Films pro-
branches throushout the country duced both Dictaphone pictures.

Number Eight • 19-10 [15]

 TELGiisiof u
1.
%u
Television in Full Color Uses ISeiv 16nini.
mmmi tieth of a
to one-fortieth
second, bringing the total

single picture in full color.

5. When there
of a second

is no color
for

disc
a

Scanner: Other ISetcs of Technical Profiress in front of the receiver tube the
picture appears as a black and
• Television in full color for through a film scanner. Between white image.
practical broadcasting —a revolu- the film and an electronic pickup
3. Coin-Operated Movie
tionary development in the radio in- tube there is a rotating disc contain-
dustry — has shown privately
been ing red. green, and blue filters in
Projectors Are Prevued
in a successful laboratory demon- that order. When the red filter is With business screen's invita-
stration for Chairman James L. in front of the tube only those parts tion to the premiere showing of the
Ely of the Federal Communications of the picture which contain red Mills Panoram Movie Machine and
(Commission by the Columbia register in the pickup tube. When ""Soundies" held in Hollywood on
Broadcasting System. the green filter is in front of the September 16 came the first

The color television pictures that tube only those parts of the picture tangible evidence of newsworthy
2. ISew Three-Dimension were demonstrated just a few weeks which contain green (and this in- value in this field for many a
Projector Is Announced ago used the same frequency band cludes yellow) register in the tube. month.
• The field of visual displays. width required for ordinary black Similarly with the blue filter. A far cry from the penny arcade
wliere progress has been made so
and white images. Dr. Peter C. 2. The three filters (red. green days are these modern movie "juke
rapidly within the last six months Goldmark. CBS Chief Television and blue) are balanced to give the boxes" but what cannot yet be de-
Engineer invented and developed effect of pure white when the pic- termined is what they will mean to
that it will shortly be the subject of
the system. ture is white. the advertiser. Initial plans for the
a major section within the pages of
Business Screen, again strides for- The first broadcast, which also 3.Synchronized with the disc in Panoram include little discussion

ward with the announcement of the marked the first use of the CBS front of the pickup tube is a sim- of ad-reel possibilities: currently

new simplified Three-Dimension transmitter for broadcasting actual ilar disc in front of the receiver Jimmy Roosevelt's Globe Produc-
pictures aside from test patterns, tube. In other words, at the instant tions will unreel musical "shorts"
projector shortly to be marketed by
was picked up by a number of indi- when the red filter is in front of the of a special nature intended to catch
the Society for Visual Education.
viduals who reported having re- pickup tube, a red filter is in front the coins needed to reimburse
Inc.
Now the realism of third-dimen- ceived good black and white pic- of the receiver tube. The same retailer "exhibitors."

tional showings may be achieved tures —

and with the CBS announce- holds for the green and blue. Mechanically, the equipment has

for all educational and sales pur- ment that it was actually broadcast- The scanning method differs
4. been pronounced "satisfactory"

poses where its use will be advan- ing color, these people now know somewhat from that used in most with sufficient ventilation now
that they were looking at a picture black and white systems. The pic- achieved in recent designs to min-
tageous (such as showing propor-
tions, mechanical parts, etc.) by the that was being simultaneously ture is completely scanned every imize film breakage difficulties

simple use of Polaroid viewers by viewed in the CBS laboratories as sixtieth of a second instead of every caused lamp heat. Whether
by
a color picture. thirtiethof a second. However, at actual field use would prove as suc-
the observer and this new "'double-
This demonstrates one of the the end of the first sixtieth of a cessful as months of laboratory
purpose" SVE projector unit. The
most unique features of this color second only two colors have been tests only time and use can tell. The
projector may also be used for ordi-
method, wliich is that it makes pos- used. The third color requires an industry is well-supplied with ser-
nary single-frame projection.
sible reception of the picture either additional one one-hundred-twen- vice men. a factor vital to success.
Three-dimensional still pictures
are obtained by double or overlap- in full color or in black and white.
PEPSI AND PETE ON TELEVISION Executives of tlie Pepsi-Cola Company
. . .

ping images projected through two If the receiver is equipped with the and the Newell-Emmett Advertising Agency, which handles the Pepsi-Cola
color attachment, it converts the account, watching one of a series of "Pepsi and Pete" minute movies (pro-
lenses utilizing polarizing disks.
duced by Caravel Films, Inc.) being televised over Station W2.XBS of the
Twin filters, condensers, reflectors, signal into a full color picture. If
National Broadcasting Compaiiji. Shown staitding, left to right: Don G.
apertures and two SVE Series "O" it does not have the color attach- Mitchell, Vice-President in Charge of Sales of the Pepsi-Cola Company;
ment, it converts the same signal M. v. Odquist, Newell-Emmett Co., Inc.. Albert J. Goetz, Advertising Man-
lenses are provided. A Mazda 600-
ager of the Pepsi-Cola Company; and Paul Hartley, Newell-Emmett Co.,
watt. two-filament lamp of 300- into a black and white picture. The Inc. Seated, left to right: George Ogle, Neieell-Emmett Co., Inc.; Gordon
watts per filament is used for receiver used in the color demon- Mills, of the National Broadcasting Company and William Reydel, Vice-
stration is a standard production President, Neivcll-Emnirtt Co., Inc.
three-dimensional projection; the
regular 300-watt lamp for single- model altered to only a minor ex-
frame filnistrip projection. The tent and equipped with the color

unit is 121," long. 103,4" high and attachment which should be com-
5! 2 inches wide. It weighs only paratively inexpensive.

I.Sl/i pounds without case. (A de- The present CBS color film scan-

tailed review of the showmanship ning equipment uses 16-millimeter

possibilities of this equipment will motion picture film taken at 64
be contained in the next issue of frames per second and run at 60
Business Screen in the new Visual frames per second. Work is now
Displays section.) proceeding on film scanning equip-
ment which will use 16-millimeler
film taken and run at 24 frames
Oilier Technical Developments
per second. After this is com-
of the Period: 35-niillimeter equipment
pleted.
Screens are being especially de- will be constructed as a natural
veloped for modern third-dimen- extension of the film scanning de-
sional projection equipment by the velopment. (No new technical
research staff of the DaLite Screen problems seem to be involved in
("ompany. (Chicago officials of the these two additional film scanners.)
Company announced last month. An attempt lo detail the teclinical
New silver screen surfaces are phenomena in not too technical
being most successfully used for language follows:
these projectors. 1. A color motion picture is run

[16] Business Screen

 Autoinotire Firms Instruct
Service M)-it uith Slidefilms

• Particllarly in ihe automotive induslrv

where steady technical progress and frequent
changes in design and mechanical construction
require the education of service men is the sound
slidefilm proving its importance. Instructional
films of this character have been produced by
practically every car manufacturer.
Two programs of particular interest have been
those of the Chrysler Corporation and of the
Packard Motor Car Company. Chrysler service
training films are produced under the direction
of Harvey Nestle, director of service, and co\er
mechanical features, sales promotional leads and
other selling factors of the Chrysler. Dodge. De-
Soto and Plymouth models. (B)
Typical subjects of other sponsors, including
notes on a Packard program, show the extent of
technical training covered in these films:

Maintaining the Packard Ride. Packard Mo-

tor Company. 131 frames. Purpose: To train
dealers' servicemen in the proper procedure for
servicing the various parts of the Packard car
which contribute to its fine riding qualities.
Audience: Four hundred duplicates of this film
lUuslratunt -. jiom "The Eyes Hai'c It" jiroductd by the Photosound Division of Sarra, Inc., by Harru l.anae.
were sent out through factory servicemen and
the distributors. Promotion: Supplementary
film booklets issued as reference material. lAi.
Training Foremen With Slidefilms
The Right Mixture. Bendix Products Division • A new Supervisor Training Course for the Vocafilm Corporation. New York City.
Bendix Aviation Corporation. 216 frames. Pur- Foremen, consisting of a series of six 15- The films will be sold to subscribing plants;
pose: To direct servicemen in sales procedure minute sound slidefilms together with dis- three of the subjects being already avail-
and point out opportunities for profit in selling cussion manuals and leader's guides has able with a fourth nearing completion. A
service customers new or rebuilt exchange car- been produced for manufacturers' use by brief outline of each follows:
buretors. Audience: Factory representatives
show this film to groups of servicemen at Dis- I. THE FOREMAN AS A LEADER. Title: to review factors that should be taken into
"One by One." Subject: To get the best out consideration in training men.
tributors" meetings. Booklet reproductions were
of his men, a super\"isor must know them,
made for further training and study. lAl. IV. LETTING MEN KNOW. Title: "The
and must treat them as individuals. The Guessing Game." Subject: This film pre-
« it *
film shows some of the dangers of insuffi-
sents two types of guesses, both of which
Stick to ) our Guns. Sealed Power Corpora- cient persona! contact with the men, point-
are to be avoided. First, don't keep men
ing out how, without realizing it, a super- guessing. Let them know where they stand.
tion. 216 frames. Purpose: To give garage re-
visoT can become too engrossed in other Second, don't guess about them. Provide
pairmen a complete selling plan for increasing aspects of his job. yourself with an accurate means of evaluat-
their sales of motor repair jobs, .iudience: This up
that the super- ing their work.
The objective set is
film is shown at jobber meetings with the trade visor, through contact with his
personal Part One is devoted to the dangers of
and is promoted with a special service booklet. men, should get them accustomed to discuss postponing correction. Part Two develops
their problems with him. a method of making a periodic check of
Note: This film produced with two part Us.
each man's work; and shows the advantages
one for metropolitan and one for rural u.se. (A I. II. THE FOREMAN AS A MANAGER. of letting the man know where he stands.
* * * Title: "The Balanced Job." Subject: The
V. HANDLING GRIEVANCES. Title: "A
main theme of the film concerns the budget-
.4 Day uith joe Hanson. Nash Motors Divi-
ing of time. It contrasts two types of super-
Stitch in Time." Subject: In presenting the
Nash-Kelvinator Corp., 170 frames. Pur- vital subject of grievances, major emphasis
sion. \isor: The man who spends so much time
in the shop that he neglects his paper work;
is given to prevention. Most grievances
pose: To train Nash Dealers' service managers
have relatively trivial beginnings and can
how best to direct their service departments and and the supervisor who becomes so en-
grossed in the management part of his job be prevented.
get the most in results and profits out of every that he has insufficient direct contact with Instances of both effective and ineffective
days work, .iudience: The film was released the men. The film shows how a balance handling of grievances are cited, and a num-
through the Nash dealer organization and dis- must be struck so that no important phase ber of preventive measures, available to
of the job is slighted. In closing there is any foreman, are reviewed.
tributors for showing to service managers and
a review of the points a man should con-
their personnel. Booklet reproductions of the sider in working out a time budget for
VI. PROPER USE OF THE REPRIMAND,
Title: "The Right Medicine." Subject: The
film distributed for supplementary training. I A i. himself.
film analyzes the diffe:ence between a repri-
III. THE FOREMAN AS A TEACHER. mand and a "bawling out." pointing out
KEY TO PRODUCERS: (A) Associated Sales Co.. Title: "When Something Goes Wrong." that if a reprimand doesn't both correct
Detroit; (B) Brobuck, Inc.. Detroit. Editors Subject: It is dangerous for a supervisor the fault and make the man a better work-

Sote: In issue ;Vo. 7 in a similar discussion ol to develop blind spots —

to begin to take his man, it is likely to do more harm than good.

sound slidefilms for sales training, mention was

made of Chrysler programs. The initials iR. /?.
used in connection with this paragraph refer to
Ross Roy. Inc.. Detroit producer who handled
these programs exclusively for Chrysler Corp.
—
men too much for granted to fail to recog- Various types of reprimand are illustrated
nize the symptoms that indicate he is slight- and their effects traced on the man repri-
i
ing his job of training. The film analyzes a manded, the rest of the department, and the
number of these symptoms, and goes on supenisor himself.
Hiimoi

Nlmber Eight • 1940 [17]

 RCA 16 mm. SOUND FILM

PROJECTOR MAKES YOUR

SALES STORY SING!

10% to 20% more brilliant pictures

Finer Sound
Unmatched Simplicity

!k/' W
Designed hy the makers of RCA Pbntophnne Extremely versatile, the RCA Sound
Hqttipment, used by film producers utid ex- Film Projector can be used with micro-
hibitors, this projector employs either 750 or phone or record player attachment. And
—
1000 watt Limps has underwriters' approval Its light weight means real convenience.
—
with both. Ill all, it's better 16 ways yet is
Case handle is placed so you can carry
1. Better st)und reproduction
2. Better, more brilliant projection
priced with the lowest! 3. Better, simpler threading
it like a suitcase.
4. Better and more efficient cooling
COSTING no more than an ordinary Operating either with 750 or 1000 watt 5. Better take-up and rewind
projector, the RCA Sound Film Pro- —
lamps both of which have underwriters' 6. Better equalization
jector makes your sales story sing in a way approval -this projector may be run by 7. Better operating ease
8. Better input performance
that commands attention-because it pro- anyone. Threading line cast on projec- 9. Better convenience
vides the finest in pictures and sound. tion block makes threading extremely sim- 10. Better framing
Oversize reflector, condenser and objective ple. All size films are rewound by motor 11. Better tone

lens, make possible 10':i to 20''c greater — quickly. Cleaning and adjusting are
12.
13.
Better accessibility
Better versatility
screen illumination. Film take-up equal- easy, even for the most inexperienced. 14. Better lubrication
izer and splendid electrodynamic speaker Compare this projector's features with 15. Better lamp service
16. Better portability
are responsible for finer sound. Words those offered by any other. You'll agree
and music are clear as a bell at either — hereyour best buy! For
is full details, — use
•
For finer sound film projector performance
RCA Tubes
high or low volume. mail coupon.

Educational Dept. (BS-9)

RCA Manufacturing Co., Inc.
Camden, New Jersey

Please send me complete information

concerning the RCA 16 mm. Sound Film
Projector.

Name
Audio Visual Service Educational Dept., RCA Manufacturing Camden, N. J.
Co., Inc.,
Company .

iniVMIIIRrTrTIWTnini*ni«ii^__AService of the Radio Corporation of America

Address,.

City

[18] Business Screen

16 & 35 mm. Motion Picture Projectors • Screens • Slide Projectors • Visual Displays
The Sales man s a m e r a • Film Storage & Accessories • The Business Theatre
I
THE

FOR EQUIPMENT

THE DECADE OF DEVELOPMENT since sound be- in vitalizing the educational processes. Before these impro\'ements are the result of years of
IN
came a screen reality, eacli year has brought thousands of influential groups throughout the experimentation and research by the makers.

outstanding technical advancements and improve- country, the stories of American industry, of

ments in both production and distribution Trend Toward Film Deimrtments Noted
•agricidture and of commerce will pass in review.

equipment. 1940 was no exception: since the pub- • Other outstanding trends in the field which con-
Contrary to opinion, the film has no limitations
licalion of Business Screen's first annual Equi])- tributed to assure it^ permanent place in the
of audience size or location. Today's salesmakers
ment Review, the field has seen the rapid enhance- user's program were evidenced in the increasing
bring their factories, processes and products to
ment of sixteen millimeter color processing, number of film departments, the installation of
life with pictures shown to one prospect or a
handling and distribution equipment and in the
improvement in sound and picture reproduction
thousand. V^ hether in the neighborhood movie growing number of fulltime visual department
by sound projector manufacturers, further per-
theatre or the dealer's window display, films and heads in liotii the commercial and educational
fection of continuous display units and. finally,
other visual dis|)lays adverti.se products with an fields. Film programs assume a more permanent
the arrival of third dimension projection in
attention-getting power greater than any other place in the user's program under such arrange-
sound, color and motion as well as in numerous
ments: this trend has also been noticeable in the
medium now in use.
silent devices. case of advertising agencies. Here the appoint-

ment of a single individual responsible for keep-

Economical Prices Prevail in '40
Films Aid in National Defense ing up with the progress of the medium helps the
• Further progress has been made in the field agency serve its clients better: in most cases such
• Meanwhile, the field of use for the commer-
of audio-visual equijjnient b) increasing screen individuals may not possess a great deal of
cial and educational film has widened. That
actual experience but wisely observe current
brillance anti improving souiul fidelity. } et these
it will be a vital factor in speeding up the training
trends so as to keep fully informed.
ailvanct'S have been made aiailable uliile basic
of thousands of new workers taking part in the

selling prices were going down. Never before

national defense program is easily understood: • So the field for equipment widens through

both military and naval forces will also benefit could school or sales organizations purchase top- the ingenuity and inventive genius of its pro-

by visual training. In the classroom as in ranking equijiment for prices as low as those ducers and manufacturers. In 1940 and 1941. the
the

sales training conference, the motion picture and prevailing in 1940 for equipment many times user of motion pictures or sound slidefilms will

slidefilm will play increasingly important roles inqjroved over that of previous years. Manv of reap the rich harvest of these labors. — 0. H. C.

^•^^^ft¥^^
INDUSTRY GOVERNMENT THEATRES ClUB GROUPS f AIRS I EXHIBITS SALES TRAINIM

f^ r^
f^ f^
%^
I
 ©u?]??® M®^!i®iKr iPiKBimiaii iPiii®«u!i(B^®ja
^ Keeping pace with the technical progress of the motion picture industry, of these new features. As the trend toward the use of Kodachrome am
the manuiacturers of sound projector equipment described in these pages reduction prints from Clnecolor and Technicolor continues to gcdn favoi

have contributed further advances in operating efficiency and reproduction the problem of sufficient screen brilliance has been met by use of the sev

quality in their 1940-41 models. Prices remain at the economical level eral new 16mm. arc lamp type projectors as well as the use of improvei

established last year but improvements in the quality of sound among 750-watt and lOOO-wott lamps. Modem design has also favored the use

16mm. projector units has been matched by a similar improvement in of this type of equipment because of its insistence on simplicity and sturdi

screen brilliance and uniformity of image. Better light sources, stabilized ness of construction without any sacrifice of precision quality in the lighi

sound, simplification of controls and threading safety devices are typical sound and film movement mechanisms.

^^W^ V5a*'^'A *' iW:

jiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ • The Ampro Corporation provides three may be conveniently added if needed at
16mm. sound projector models on which six later date. The Tri-Purpose Amplifier fc

A M P R CORPORATION different sound models are based to meet

the varying needs of educational and busi-
ness users. In addition, two "convertible"
Public Address, Booster or Dual Projectio
operation of projectors is another feature
unit. Other silent projectors are shown else

• Throughout the field of busi- politan school systems who have silent projectors are offered to which sound where in this section.

ness and education, the Ampro made rigorous comparative tests.

line of 16nim sound and silent Regardless of your requirements, Amprosound Model "YSA"
projectors has earned a distin- there is an Ampro model to best (a^so Models "XA" and "YA")
quished service rating. meet your needs.
Model "XA" —Capacity,
1600 ft. sound or si-
Today Ampro "precision" projectors are As you read the complete details of
lent film —
60 cycle AC motor^ sound speed —
only (300 Watt Converter, with governor, for
yielding continuous user satisfaction in each model you will see that Ampro DC). Quiet motor has no commutator, brushes
all parts of the world ... in thousands of Cine Products are a precision combina- or governor. Tone, projector volume, and
schools, universities, libraries, museums, tion of every proved principle, and of microphone volume controls (permits mix-
laboratories, in homes, churches, clubs. ing). Forced draft ventilation on amplifier
certain tested innovations that are ex-
—2 inch F 1.85 lens. Attached folding reel
the U. S. Army. Navy and numerous gov- clusive with Ampro. —
arms 1600 ft. capacity 1 case 8 inch —
ernment departments ... in display win- speaker.
In addition to the sound and convertible
dows, conventions and sales campaigns Model "YA"— Same as "XA" except AC-DC
for leading industrial concerns. models described on these pages and —
Motor {50-60 cycle amplifier requires 110
the several additional silent projectors Watt Convertor on DC) Silent and Sound
Everywhere Ampro projectors are un-
available (see Silent Motion Picture Pro- Speeds —2 cases, 12 inch speaker. Suitable
dergoing the most gruelling tests im- formedium sized audiences.
jectors) Ampro offers tested Continuous
aginable — trips to the Arctic Circle,
Motion Picture Projection models for
Model "YSA" (see cut) Same as "YA" ex-

thousands of hours of continuous pro- cept 2" F 1-6 Lens -still picture and reverse.
special exhibit and convention use as ^Refer to Model "YC" for addl. features.)
jection at World's Fairs, endless grinds
well as a complete line of accessories.
of school motion picture circuits. Out of
Projector stands, screens, microphones,
out of this widespread use.
these tests,
torpedo and cabinet speakers, voltage Amprosound Model "UA"
has come the reputation of Ampro for
regulators, generators, etc., are avail-
(m removabie caseJ
precision quality. an Ampro
able from Ampro. There is

Ampro projectors are approved and dealer in your city —or write the Ampro Capacity 1600 feet both sound and silent

used by vast industrial organizations Corporation direct^2839 No. Western speeds — Rheostat Control — Reverse — Still

who insist on the best— by large metro- Ave., Chicago. Picture— AC-DC Motor 50-60 Cycle Ampli-
fier (operates on DC with 150 Watt Con-

2839-51 NORTH WESTERN AVENUE CHICAGO. ILLINOIS vertor —

2 inch F 1.6 Super Lens (all sizes
interchangeable) 750 Watt Lamp Pilot and
Dial Lamps— Up and Down Tilt- -Automatic
Rewind Framer —
Lens Lock —
Centralized
Oil Well Attached Folding Reel Arms, 1600
It. reel capacity -Amplifier conforms with
the new R.M.A. tube ratings, increasing
saiety factor. Forced draft ventilation
'! •l^^H?^

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^
(Cont'd on nex( page— see Model "UAB">

OUTDOOR SHOWINGS CONyENTIONS CHURCHES INSTITUTIONS SCHOOLS i. COLLEGES

EPtRTMENT STORES

^ii-y/'-';' V-.^ri'-;'.
 Amprosound Model UAB Ampro Model "AA" Arc
(Cont'd^samo as Model "UA." with sound-
(Ample light for largest groups)
proofed blimp case added)
.... on amplifier Double Action Tone — For larger auditoriums, conventions, etc.,
—
Control Projector Volume Control Micro- — with utmost illumination required for qual-
phone Volume Control— (Permits Complete ity 16mm. projection, the Arc-type projector
Mixing of Sound-from-film, microphone and is available. Specifications: High Intensity
phonograph)--Master Volume Control (Per- Arc (30 Amp.) Automatic carbon feed
mits reduction of extraneous noises in low Relay controlled rectifier complete opera-
position and gives reserve amplification in tion on 50-60 cycles AC Arc and rectifier
high positions)- 6L6 Beam Power Tubes manufactured by Strong Electric Company
with three triode driver tubes (insures high for Ampro. Built like theatre equipment for
utmost illumination especially with large
output and low distortion without over load-
ing.) —
All tubes accessible. 2 Cases, 12 inch
screens. 3 inch F 2.0 lens ^ 4 to 4 inch
(

available)- Powerful tri-purpose amplifier -

Deluxe speaker.— Suitable for audiences
two speakers Rugged stand with hand
from 2,000 to 2,500.
wheel for tilting heat filter for protecting
—
film^ Projector and sound head similar to
Model "UA".

Combination Uses of the Ampro Tri-Purpose Amplifier

The following uses are served by the PA-1
Tri-Purpose amplifier (1) With speakers and
microphones, this unit is a complete Public
Ampro "UC" — Convertible
Address System for auditorium use ... (2) (Silent— other Models on Page 29)
Also operates with one or two phonograph
turntables with control for fading noise- A silent projector provided with sound
lessly from one record to another and with — motor, additional features for conversion to
sound model
provision for remote pick-ups and the later, if desired. 2 inch F 1.6
handling of overflow audiences ... (3) All super lens (other sizes available) 750 Watt
Amprosound Projectors can be quickly con- standard lamp Pilot Light AC-DC 100 to
nected to this Public Address System with- 125 Volts Reverse -Still Picture Lamp —
out Small low-priced projectors
alteration. Switch Variable Speed (No flicker at ^A
are given capacity and tone guality for the normal speed) Up and Down Tilt
largest audiences. Makes compact and Automatic Rewind Framer Lens Lock —
portable unit. Amplifier Unit can also be Centralized Oil Well Attached Folding
used with one or two projectors as a com- Reel Arms. "KDA" tor 32 Volt Current, 300
bination Public Address System and Booster Watt lamp available.
Unit with ample volume for up to 10,000
people.

Note: Model PA-2 piovided tor projectors

with no other amplifier, such as Ampio Arc.
Ampro "YC" —Convertible
Dual Operation of YSA (Silent-1600 foot capacity)

fFor uninferrupfed iilm programs) Essentially Model "YSA" minus amplifier

and sound features but provided with all
To provide an uninterrupted film program, castings for convenient conversion to sound.
this Ampro projector-amplifier hookup is Rheostat speed control on "YC". 2 inch
recommended. Each projector complete in F l.G lens (^4 to 4 inch lenses available)
and can be used separately lor small
itself 750 Watt Lamp (1000 Watt Lamp approved
showings. Likewise the Iri-purpose amplifier by Underwriters') Pilot Lamp one hand
is complete and can be used with micro- tilt-automatic Rewind Framer Lens Lock —
phones and turntables. When two projectors Centralized Oil Well Reverse Still Picture
are employed an automatic changeover
relay is connected so that the fader knob
— Attached Folding Reel Arms 1600 ft. film
capacity. Operates AC-DC 100 to 125 volts.
on the amplifier automatically changes from Will afford one hour of uninterrupted show-
one projector to the other. ing of silent film.

Illllllllillillllllllllllllllllllllllllllllllllllll BASIC FEATURES INCLUDED IN THE AMPRO LINE OF 16MM. PROJECTORS Illlllllllllll illlll lllllllllllliiii ii

ADDITIONAL FEATURES OF
AMPRO'S 16mm. EQUIPMENT

*
form

* All
All models designed
with
oratories specifications.

sound
Underwriters'

models
to con-
Lab-

licensed
...Jfl^'d.,,..,
CLAW
,..
MOVEMENT
AUTOMATIC
SAFETY SHUnER
m^
STILL PICTURE BUTTON COLOR PROJECTION PORTABILITY FRAMING BUnON AND
OIL WELL
FAST REWIND

under Western Electric and

R.C.A. Patents.

*
motion
lifts
Film

drawing
eliminating
the
protection,
of Ampro
claws
from
film
before
sprocket
wear.
"Kick-back"
intermittent
with-
holes
NATURAL SOUND
REPRODUCTION
SOUNDOPTICAL SYSTEM SOUND LOOP
SYNCHRONIZER
^
PREFOCUSED
EXCITER LAMP
AMPLIFIER CONTROLS REAR PANEL CONTROL
Model YSA
ARC TILTING DEVICE

* Speed control for silent and

sound film speeds (not on
Model XA).
* Precision construction assures
long life, smooth, quiet opera-
tion.
LIGHT OPTICAL SYSTEM PROJECTION LAMP PROJECTION LAMP STANDARD LAMP 1000 WATT LUBRICATION REEL LOCKING DEVICE
* Microphone and Phonograph ADJUSTMENT ADJUSTMENT ILLUMINATION Central oil distribution
attachments on all Amprosound
models —Unconditional guaran-
tee by Ampro against defective
material and workmanship.
Lenses, lamps and tubes are
guaranteed by the manufac-
turer of these items. EASE OF THREADING THREADING LIGHT PILOT LIGHT
1
Models XA, YA, YSA, YC.
 iiilllillillllllllllllllllll

illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

I Filmosound "Utility"
m Greater larger audience capacity are
utility,

BELL HOWELL COMPANY ^

^
=
principal added features of two-case sound
projection "Utility" model. Maximum sound
output greater; projector optical system pro-
• Since 1907, Bell and Howell has p vides for illumination for larger screens.
introduction of the new oscillatory
Clutch with new remote control provides for
had the distinction of providing stabilizer. Safe-lock sprocket
^
p showing single film frames as "still" pic-
cine machinery to meet the most guards and the self-compensating p tures. Reverse switch permits running film
exacting requirements of the pro- constant-tension take-up with new p backward. Added features: 1 2" electro-
fessional motion picture industry. The ^ dynamic speaker; Magnilite Condenser; 2"
self monitored rewind features (eliminat-
^ F1.6 lens. Standard features (same as
same qualities of unfailing service, of ing belt changing) are other noteworthy = "Academy" models} 750-watt illumination,
high standards of shov/manship which Bell & Howell contributions. ^ sound and silent speeds plus all other sound
are vital necessities in commercial and s and projection features. Finish: Gray damas-
educational presentations as they are Simplicity of Maintenance ^ kene. "Utility" and "Academy" cases in
p gray figured fabricord; "Commercial" case
world of entertainment, have en-
in the Throughout the Filmosound models, a
p in black figured fabricord. Weight (com-
dowed the company's Filmosound pro- universal simplicity of replacement and
g plete): 79 pounds.

jectors with an outstanding record of maintenance is noted. Ease of lubrica-

acceptance in government, industry and tion, cleaning, adjustment and of re-
I Filmosound "Master"
the schools. placement helps as- Added fidelity of sound and picture image
^
sure good show- = is made possible in the new Filmosound
Research Gets manship through de- s "Master" which features full-range, high-
Results
pendable operation.
m fidelity sound reproduction with four-stage
^ amplifier, specially designed exciter lamp
Annual contribu- Further dependabil-
^ and photo-cell unit for precise synchoniza-
tions which Bell & ity assured
is = tion; mechanical filter prevents carry-over
Howell has made to through sprocket = of intermittent filmmovement to sound drum,
the field of 16mm guards which pre- ^ preventing "flutter"; all controls centralized
g on sloping illuminated panel. All "deluxe"
projection have orig- vent incorrect thread-
m features: still picture clutch, reverse, F1.6
inated in its exten- ing and the con- 2" lens, 12" speaker, Magnilite Condenser.
g
=
sive research and stant tension take- 2000-ft. capacity. Sound and silent speeds.
engineering labora- ^ safe-lock sprocket guards, self-compensating
up which provides
tories. Here constant
s take-up, microphone circuit permits double
constantly correct microphone and turntable operation.
striving to attain ^
tension for all reel
The Bell & Howell Factory in Chicago
-quality of
theatre sizes, all film loads. Filmosound "DeLuxe"
sound and image reproduction has
I
All Filmosound projectors (except 32-
Handsome walnut cases
brought forward the Fibno projector
^ styled for executive
volt models) operate on either AC or = office or preview room use or the finest
movement with its efficient 9-to-l DC; amplifiers operate on AC only. ^ home plus the sound and projection features
p of the Filmosound "Academy" models is
shuttle and double tooth mechanism; Bell& Howell Filmo cameras and ac-
side tension aperture control, and
has recently made possible further
advancement in sound quality by the
for 8mm, 16mm and profes-
cessories
sional 35mm picture taking and editing
uphold these standards of quality.
=
=
^
=
s
m
now available in the new "Deluxe." Sound
and silent speeds. 750-watt illumination, 2"
F2 lens, 8" speaker. Other standard Filmo-
sound features: sprocket guards, self-com-
pensating constant tension take-up. motor
driven self-monitored rewind, etc.
^njlF'
New York Hollywood London (B & H Co.. Lid.)

p "Commercia/," "Academy," "Utility." and

1801-15 LARCHMONT AVENUE CHICAGO, ILLINOIS s "Deluxe" Models identical except for addi-
(ion of separate case, of sound and silent
^
^ speed operation, clutch, reverse, improved
optical and sound capacity as noted.
 Filmosound "Auditorium" speakers, 30 watts with one speaker; se- The Filmoarc is also available on the new,
lective switch limits output. Eleven tube
Filmosound 16mm. "Arc"
convenient mobile roll-away stand shown
For semi-permanent installation in large amplifier; sloping control panel provides
(Maximum illumination tor 16mm. film) above without additional cost.
auditorium or business theatre or for unin- for projector operation and instantaneous
terrupted convention showings, etc., the change-over of sound and picture. Line
Most powerful of all Filmo IGmm. projectors,
Filmosound "Auditorium" model offers 1200- voltage, film sound volume, microphone vol- models available on special order). Ofher
the Filmoarc provides sufficient brilliance
watt projection, a 50-watt amplifier, in- ume and tone also controlled from central features: Sound and silent speed film opera-
stantaneous single-control change-over plus panel. One projector installation housed in for largest auditorium. Entire unit designed
tion; two high-fidelity, heavy duty speakers
all high-fidelity, full range sound advan- three cases to facilitate transportation. Am- throughout as an arc machine. Motor has
tages of "Master" Models. Pro;ec(ion fea plifier case, projector (and sound head) included as standard equipment. Bell &
been placed in front of film mechanism and
tures: 2000-foot reel capacity, sound or silent case, and speaker case are three separate Howell amplifier features well-known in-
speed; film take-up by separate motor which
entirely new ventilating system developed
units. Other ieatures: radio interference clined control panel containing all operating
also provides power for rapid film rewind- for film protection. High-intensity electric
eliminator, cushion
pilot light, snubber to controls for projector mechanism and sound
ing. Film may be rewound on one pro- film against take-up tension. Amplifier has arc two carbons automatically
formed by regulation. Film rewinding is done by sep-
jector while other showing pictures. 2" four separate input jacks (two for crystal positioned by electrical control system to arate electric motor and without operating
F1.6 interchangeable lens. Film cooling and microphones, two for crystal phonograph maintain uniform gap. Current for arc lamp projector mechanism, projector motor or arc
rehumidifying unit; convenient two-way tilt, Microphone and turntable sound
pickups).
light control and voltmeter. Sound reproduc- provided by full-wave rectifier which con- lamp. Sold complete with cords, amplifier,
may be employed at some time. Carrying
fion ieatures: (sound head similar to "Mas- cases accommodate 2000-foot reels, cables verts AC current to 28-volt DC on which arc two speakers, arc lamp, rectifier, special
ter") Amplifier delivers 50 watts with two and connecting cords. operates. (Direct current and 25-cycle AC projector unit, adjustable platform stand.

Illllil

16mm. Soundmaster
(The new twin-motor projector)

CLASSROOM LABORATORIES, INC This sound projector features two-motor op-

—
eration ^one for the fan ventilating unit, the
• This widely-known educational sup- other for the film advancing mechanism (a
further characteristics.
governor controlled motor which maintains
plier has for several years offered the According to the manufacturer, the constant speed for either silent or sound
operation). Projection features: IGOO-ft. reel
Soundmaster 16mm. sound projector as ventilating mechanism makes possible
capacity, 2" F.165 lens (interchangeable).
a distinctive and dependable equip- additional still picture operating time Rapid intermittent movement providing max-
ment imum light from 750.- 1000- or 1200-watt
for either school or business use. and reduces hazard of film damage
lamp. Film threading direct without cross-
Its individual features of separate pro- from overheating. Exceptional rapidity overs or turns. Special lamp switch protects
film irom blistering. Sound or silent speeds,
jector and amplifier mechanisms and of the intermittent movement is also
"still" clutch. All controls conveniently lo-
the separt^te motors featured for venti- noted as providing maximum illumina- cated at right hand side of projector for
accessibility. Aluminum alloy castings used.
lating and film advancing operation are tion from either 750, 1000 or 1200 lamps
its principal distinguishing elements. which the equipment will accommodate.
Sturdy construction of aluminum alloy Sound or silent speeds with a governor
castings and attractive appearance are controlled film advancing motor. Speaker and Amplifier — II

(15-wott Amphiier is Separate Unit)

Individual Features of the Soundmaster 15-watt balanced amplifier is a separate

unit; absorbs no vibration from speaker.
• Independent Motors lor Both Ventilating • Airplane Type Luggage Carrying Case. Connection jack for microphone and turn-
and Advancing Mechanism with sepa-
rate rheostat controls /or both. • Shows a Still Picture Indelinitely. table. 12" speaker. When use
not in
• Automatic Loop Setter. amplifier fits into speaker case, making con-
• Reverses and Automatically Rewinds
Film Without Changing Belts or Reels. • Film travels Irom reel to reel with no venient two-case units, each weighing 35
crossovers or (urns.
• Saves Film With Floating Tension Gate, pounds. Streamline bullet style microphone
Recessed Guides. • All controls conveniently located at the shown is optional equipment; record player
right hand side ot machine.
• Two Balanced Flutter -Eliminating Stabil- also optional extra.
izers on Sound Head. • Special switch makes it impossible to
turn on lamp unless Ian motor is run-
• Separate Public Address System- ning, thus saving film.

m 100 EAST OHIO STREET CHICAGO. ILLINOIS m

Sound Master Record Player: In matched and constructed with high-fidelity magnetic
p pickup. Adjustable speed motor, separate
= airplane typeluggage case (standard tor volume ond tone control. Con be used with
plllDllllllllllllllilillllllllllllllll
lllf^
speaker and projector case shown above) Soundmaster Amplifier shown above.

THE
1illlliilllll'llllllll!l!illlllllllllillll1lllllllllll1lllli1llllilllll1lllllli

19 4 4
illlllllllllllliilllllllllilllllillllllllllillllllllllilllllllllllllllllllllllllllll^
1 EQUIPMENT REVIEW
 filllll 111 Ill

DeVry Model "DeLuxe"

THE DeVRY CORPORATION (Showing (o large audiences)

Capacity, 1600 feet, sound or silent film.

» For more than a quarter cen- jector was also added to the De-
The two-case "sprocket intermittent" deluxe
tury DeVry has manufactured Vry line and is especially recom- 16mm. portable model of the DeVry line.
Utilizes a "rotary-movement" for carrying
precision motion picture equip- mended for showing that size film
film track, an exclusive DeVry feature. Il-
ment. DeVry 35mm cameras are in the auditorium or where color luminated control dials on amplifier; gov-
ernor controlled (constant speed) motor.
being used in Hollywood studios projection of especial brilliance is
750 watt illumination, forced type ventila-
and by cameramen "on location" desired. tion. Projection movement features roller
idlers, continuous operation in oil, remov-
throughout the world, just as DeVry DeVry 16mm cameras and recorders,
able aperture plates with easy accessibility
35mm theatrical projectors are used in the professional DeVry 35min camera to all working parts and threading. Shock-

and proof cushioned mechanism simplified . . .

68 countries. In the educational in- and the 35mm sound recording unit as
one shot oiling system. Reel arms fold into
dustrial field, DeVry 16mm equipment well as a complete line of projector case, hook in door for extra reel. Total
weight 99 pounds about equally divided^
fills a wide variety of demands for cam- stands, film editing equipment, reels and
projector weight, 4G pounds; amplifier and
era, recording and sound projection units. rewinders are available to the film user. speaker, 53 pounds. Regular amplifier, 20
watt output; facili'.ies for public address
Each year since the earliest DeVry The DeVry "Brillante" (35mm) lens for
microphone and phonograph attachment.
"suitcase" portable projector model was theatrical quality projection is also espe-

brought out, the Company's engineers cially recommended for high-quality

have made steady progress in bringing screen presentations. In addition, the

the quality of its theatrical equipment Company builds sound and public ad- DeVry 16mm. "Arc"
into the field of portable 16mm projec- dress installations for field and audi- (For permanent theatre installation)

tion. Now widely used abroad and at torium use, having recently completed
The 16mm. arc-type sound projector is es-
home, the DeVry "Interpreter" and "De- a fleet of trucks for use by one of the
pecially designed for auditoriums and
luxe" models are an important part of major political parties in the 1940 presi- business theatre use where length of the
this line. A 16mm arc lamp sound pro- dential campaign. projection "throw", large audiences and
auditoriums demand added theatre bril-

nil ARMITAGE AVENUE CHICAGO, ILLINOIS liance. Principal features include heavy
I
duty "sprocket intermittent" movement, 4,000
feet film capacity . . . high intensity carbon
arc capable of providing a 24 ft. image with
a throw of 125 feet or more. Separate ven-
system and insulated discs between
DeVry ISmm. Model "Q"
tilating

carbon and aperture eliminating heat re-

(Convenient single-case piojector) sistance glass thereby increasing the in-

tensity of the light on the screen. This

For field showing by salesmen or by pro-
the Model gives DeVry 16mm, Arc projector sufiicienl
jectionists before groups, etc.,
"Q" "single-case" projector with amplifier, light for standard theatre projection.
dynamic speaker and projection equipment
in one case, all weighing approximately 48
pounds is recommended. 1600 feet sound
film capacity; folding reel arms for porta-
bility. The speaker is detachable. Mechan-
ical equipment features synchromatic thread- DeVry 35 mm. Motion Picture Equipment
ing . . . automatic film adjustment . . .

filmglide operation removable aperture . . .

Whether your theatre is a deluxe movie these models feature a Geneva Movement
plates and shockproof cushioned mechanism.
Dual sound stabilizers and provisions for house, a school auditorium, business confer- that is outstanding in quality. DeVry "Stand-
additionalmicrophone and phonograph at-
ence room or an outdoor park after dusk, ard" and "Super" models also feature the
tachments are also available.
there is a DeVry 35mm. theatre projector silent chain drive and the DeVry Brillante
to meet the problem. In the field where Lens. The "ESF" Model offers Automatic
self -locking idlers; steel
35inm. projection is desired, the DeVry Tension; Double,

Model "Q" (Front) "ESF" portable sound projector is widely head, rubber insulated; perfectly aligned

employed; for semi-permanent use by trav- optical system: forced ventilation; automatic
(Showing compactness of case)
eling convention shows, the DeVry "Semi- take-up. The new models accommodate
Compactness of the single case equipment is Portable" is preferred and in permanent 2,000 ft. reels. Auditorium speakers, direc-
illustrated by the front view picture at left. and true expotential horns and high
installations of all types, the DeVry "Super" tional
"Model 'Q' offers ample volume for 500
theatre projector sets the standard. All of frequency speakers are also available.
people or less, simplicity of operation . . .

economy, lightness and compactness." Addi-

tional amplifier and speaker supplied for
larger auditoriums at nominal cost. Model
Q" projects both silent and sound films. DeVry 35mm. "Portable"
Convenience of the single-case arrangement (For field use of 35mm. films)
especially appeals to traveUng representa-
tives and agents supplied with film presen- In the field, for outdoor or auditorium show-
tation material. ing by commercial representatives in schools
and other places where portable projection
is reqxiired for business and educational
35mm. (theatre-size) films, the
DeVry 16mm. "Interpreter" projection of
improved DeVry Model ESF with a 2,000
Capacity: 1600 feet sound or silent film. foot capacity magazine is widely used. Fea-
Folding non-detachable reel arms. Speaker tures Geneva movement for film track . . .

and amplifier in separate sound-proofed automatic tension double, self-locking . . .

bUmp case. Gray crinkle firush. Weight: idlers steel head, rubber insulated
. . . . . .

Projector case, 44 pounds; amplifier, 36

and perfectly aligned optical system forced . . .

pounds. 12 inch permanent magnet type ventilation automatic takeup. Projec-

. . .

speaker. Standard features: automatic (syn- tion lens, 5" (interchangeable with other
chromatic) threading of picture and sound; focal length lenses). Soundhead: with ex-
automatic film adjustment; filmglide opera- citer lamp, photo-cell, factory-matched to a
tion; removable aperture plates and shock- 20 watt output amplifier; furnished com-
proof-cushioned mechanism. 750 watt pro- plete with tubes, speaker, cord, pilot lamp
jection lamp (interchangeable). 2-inch focal and plugs. Built in two sturdy cases with
length F 1.65 lens (interchangeable^ Gov- weight distributed for easier carriage. 1,000
ernor controlled constant speed motor, speed foot capacity magazine optional.
control knob, centralized oiling, pilot light.
Centralized illuminated control panel; built-in (Continued on the next page)
silent-sound switch, tilting device.

AN AUDI
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VISUAL
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«

BUYER'S
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GUIDE
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 Ill

DeVry 35mm, "Semi-Portable" DeVry 35mm. "Super"

!n convention halls, ior the increasingly
For the permanent business or school theatre
popular business theatre in offices or fac-
tory, semi-portable 35mm. ptojection is projection room the latest development from
desirable. The DeVry semi-portable theatre the design and engineering departments
projector with 2,000 foot magazine capacity
of the DeVry Chicago factory is embodied
ieatures the regular DeVry theatre projector
mechanism {with 1000-watt lamp illumina- in the Super DeVry 35mm. theatre projector.
tion) but is obtainable without the soli d Its streamlined case contains the perfected
base or legs so that it can be moved easily projection movement, finest "Brillante" lens
and can be set on any firm table or stand.
The DeVry theatre projection features: silent
equipment, and the "Super" arc equipment
chain drive, rear fin barrel shutler (no especially suitable for the largest auditor-
meshed gears), extra webbing to protect the iums and the presentation of brilliant
Geneva movement and the DeVry "Bril-
lante" lens, are included in the Semi- images with highest quality sound repro-
Portable model system. Heavy duty con- duction on the theatre-size screen. Principal
struction on all mechanical parts such as
additions to previous DeVry models concern
tilting devices, case, handles, movement
supporters, etc. New lamphouse equipped arc equipment. Complete details, installa-
with independent motor and fan. 1000-watl tion suggestions, etc., furnished to interested
illumination, biplane bi-post prefocus lamp.
users upon request by factory representa-
(This replaces arc lamp units in business
and educational theatre setups of moderate tive. The exclusive DeVry silent chain drive
size.) Any size DeVry amplifier and speaker feature is standard on the "Super" and
used without mechanical wiring change. semi-portable DeVry theatre models.

SOME OF THE FEATURES OF THE DE VRY SOUND MOTION PICTURE PROJECTION EQUIPMENT

16min. Motion Picture Projectors 35mm. Motion Picture Projectors

Pre-Focus Dual Exciter Lamps. Easy threading: minimum wear
of film dur- Heavier Silent Chain Drive. Automatic Anti-Side Sway Guides.
ing operation.
Exclusive DeVry dual stabilizers. Removable Pressure Plate.
Centralized Oiling - One shot system. Pre-Focus Dual Exciter Lamps.
Automatic Loop Setter. Trigger Type Film Gate Release.
Amplifier and sound head perfectly matched. Heavy Duty Type Aperture.
Wearing surfaces of ground and hardened Reversible Film Rails and Sprockets-
High-fidelity sound reproduction; brilliant
steel. Visible Oiling in Intermittent System. Doubling their life.
screen illumination.
Separate public address system -amplifier Sturdy, simple construction
New Framing Picture Device.
of finest basic Planned and matched sound and projection
available for other uses. materials. Precision Sound Lens.
design.

iiiiiil

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Sound Kodascope Special
Ieastman kodak company I
Capacity, 1600 feet sound or silent film.
750-watt biplane filament projection lamp
(pre-focus base lamps may be used). Re-
• For the executive conference room is among the leaders in the making of
flector, condenser and projection lenses de-
or the business theatre or wherever a cameras and projectors in which that signed to obtain highest efficiency. Ventila-
quality1 6mm sound projector is de- film used. The care lavished on
is tor fan mounted directly on motor shaft.
manded, the sound Kodascope Special Sound Kodascope Special is a logical Supplied with 2-inch F1,G lens (for long
fulfills the highest requirements of both complement of the care exercised in throws, 4-inch, F1.6 lens available). Controls
sound and visual reproduction. include: control lever which also actuates
the making of a thousand other directly
A pioneer in the making automatic ioop formers, trial switch, focusing
of film, Kodak or indirectly related products.
knob, tone control, speed shift button, sound
optics shifting knob, volume control, framing
HIGHLIGHTS OF EASTMAN PROJECTOR DESIGN
screw, elevating knob, microphone (or phon-
• The Speaker: Six melal tubes sup- easily inlerchangeable focus is by . . .
ograph pickup), jack and rewind lever. Re-
plement two in the projector itself , . . positive-action knob ... a lock holds wind controlled by separate motor. Sound
output assures ample volume for homes, the lens in critical focus position. optics include variable focus for reversal or
clubs, conference rooms, schools and
• Sound Optics: The vitally important duplicate films, modulated beam flows to
churches back of speaker case
. . .

constant speed at which film passes photoelectric cell through optical conductor,
hinged to swing up and form base with
scanning beam is safeguarded by a pre- amplifier with two tubes in projector,
clamps for screen space provided . . .

within speaker case for 1,600-foot reel, viscous drive for the sound drum . . .
ruby signal window.
40-foot sound cord stored to prevent precise optical system carries light from
kinking, power cord, extra exciter lamp
exciter lamp to film sound track . . .

and incidental accessories. focus variable for either reversal or

duplicate films . modulated beam . .

• Automatic Loop Former: The Special's

automatic loop formers establish the
distance from film gate lo sound drum
flows lo photoelectric cell through opti-
cal conductor pre-amplifier, with
two tubes, in projector
. .

readiness
.

. . .
Sound Kodascope —Case
with unvarying precision also sim- . , . of amplification system indicated by
With case closed, Kodascope Special meas-
plifies threading lead film through . . . ruby signal window in casing of exciter ures sixteen inches high; eleven inches front
designated path {it's impossible to lamp. to back and eight inches wide. Compactness
thread film improperly), actuate the con-
trol lever— and both upper and lower • Efjicient Illumination: Standard 400-, aided by offsetting take-up reel which re-

loops are formed should loops be . . ,

5G0-, and 750-watI biplane filament, volves parallel to front of projector. On re-
lost because of damaged perforations,
pre-focus base lamps may be used . . .
winding controlled by separate motor, upper
operation of control lever promptly
reflector, condenser and projection
lenses designed to obtain highest effi- reel rotated into line with lower. Projector
reforms.
ciency from any of these tamps . . .
operates on 100-125 volt. 60-cycle A.C. cur-
• Controls: All operating controls con- oversize fan, mounted on motor shaft, rent; D.C. operation with converter. Entire
veniently, logically located within easy affords effective cooling.
access on the right and front of the
mechanism enclosed in cast aluminum case,
projector. • Unique Compactness: The take-up rubbed lacguer finish, chromium bands. Case
reel is offset to revolve parallel to the
» Choice oi Lenses: Sound Kodascope
may be entirely removed for inspection of
front of projectorrewinding ... on
Special regularly equipped with fast {controlled by separate motor) upper
the mechanism. Supplied complete with
2-inch, f.1.6 projection lens fills a . . . reel is rotated into line with lower . . .
suitcase type carrying case, incidental ac-
40-inch screen at 18 feet, a 52-inch with case closed, Kodascope Special cessories and 1600-foot reel.
screen at 23 feet, a 7-foot screen at 38 stands less than sixteen inches high;
feet ... for long throws, a 4-inch, f.1.6 measures eleven inches front to back
lens is available these lenses are . . . and eight inches wide,

Illllllllllllll

THE
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1940-41
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EQUIPMENT REVIEW
 .

Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllll IllllllllllllllllllllllllllllOlllllllllllllllllllllllllllllllllllillllilllllllllllllllllllllllllllllll
» vide most efficient operation at all times. 15. Input Jack —
for using high impedance

12. Two-Speed Operation —

frames forat 24
microphone or Victrola Attachment with

RCA MANUFACTURING COMPANY, INC. sound and 16 frames for silent films, with
governor controlled motor and toggle switch
magnetic or crystal pick-up. Speech input
may be used with either sound or silent
films.
for changeover.
• This year RCA presents its under unfavorable operating
new 16 mm. Sound Motion conditions, this new RCA in- 13. Ease ot Operation -controls centrally 16. Standardized Lamps — pre-focused base
located. projection and exciter lamps available any-
Picture Projector designed to strument will deliver projec-
where at standard prices.
provide educational, commer- lion of professional standard 14. OnePoinf Lubrication—on high speed

cial and other non-theatrical . . , with sound reproduction

parts. Permanently lubricated journals 17. Variable Tone Control providing the —
throughout. best reproduction of both speech and musx.
organizations with projection and sound that does full justice to the educational

reproduction comparable to that of mo- film, to the dramatized sales story, to

tion picture theatres equipped with RCA on explanation of manufacturing opera- RCA 16" Portable Turntable
Photophone Sound, tions, or a presentation of advertising
and sales promotion plans. A complete turntable -amplifier -public ad-
In the design and construction of this dress equipment. Sturdy 16" turntable for
new RCA 16 mm. Projector, RCA engi- This new product of RCA is the simplest standard or transcription records. Two
sound projectors speeds (78 and 33-1 3 r.p.m.) or variable
neers have applied every effort to cre- of all , . . designed
speed. High gain, 6-watt amplifier espe-
ate an instrument which will meet and and built to bring the RCA standard cially matched tor the finest recorded re-
overcome the most severe trials to professional quality of projection and production or for microphone and voice use.
sound reproduction True tracking crystal pick-up and tone arm.
which it may be subjected in actual to the educational
revolutionary new RCA Accordion Cone
use. Even in inexperienced hands and and commercial fields.
loudspeaker with generous length of cable
permits placement of speaker for best room
GENERAL OFFICES AND F AC T O R Y ... CAMDEN, NEW JERSEY coverage. Entire equipment housed in two
portable leatherette covered carrying cases.

RCA 16mm. Sound Projector RCA Portable Recorder

Where is desirable to move equipment
it

1600-foot reel capacity. Both sound and from place to place, RCA offers Portable
silent speeds. Sound Features: RCA stabil- Recorder Model MI-12701. This model is en-
tirely self-contained. The turntable rotates
ized sound full 10 watts rated push pull
at a speed of 78 r.p.m., and will accommo-
amplification, variable tone control. Projec-
date discs of any diameter from s.x inches
tion: f.1.65 objective lens; simplified thread- to twelve. Discs are cut from rim to center
ing follows cast-in line. 16-tooth sprockets: and thus are suitable for reproduction not
adjustable lower loop. New type double- only on the recorder, but also on any RCA
Victrola. Features include an RCA Aero-
claw intermittent movement provides theatri-
dynamic Microphone complete with table
cal framing. Ven(i7a(ion; Specially designed stand; high quality amplifier; speaker; tone
blower scroll cools lamp, amplifier and arm and reproducing pick-up. A jack per-
aperture gate. Take-Up and Rewind: Sep- mits use of any high impedance headphones
for monitoring while recording; visual indi-
arate motor eliminates exterior belts, assures
cator facilitates accurate adjustment.
equal tension on varying-reel sizes. Exclu-
sive film take-up equalizer. Other features:
Rigidly mounted optical units. One point lillilP RCA PHOTOPHONE THEATRE SOUND SYSTEM
lubrication. Convenient input jack. Easy Recognizing the extraordinary conditions to theatre sound equipment which meets the
cleaning. which theatre sound apparatus is subjected, most exacting requirements of all theatres.
RCA Photophone has drawn on its vast fund Today exhibitors -whether business or the-
of sound knowledge, including its many atrical—everywhere have come to realize
years of manufacturing and field experience the inherently superior quality of RCA Photo-
and its vast research facilities, to develop phone Theatre Sound Equipment.
Projector Speaker Unit
The RCA projector and speaker are con- Rotary Stabilizer Soundhead
tained in two cases, designed for easy car-
rying. An RCA electro-dynamic speaker is In this Rotary soundhead. RCA
Stabilizer

provided and supplies balanced reproduc- contributes the RCA

"Shock Proof" drive. In
all other soundheads, the picture projector is
tion of high quality.
driven from the shaft on which is mounted
the soundhead sprocket that pulls the film
past the scanning beam. In the exclusive
£x(reme PoTlability with projector case de- RCA "Shock-Proof" drive, the projector is

signed for easy carrying projector case geared to hold-back sprocket shaft.

weighs 39 pounds, speaker case 18 pounds,

fully equipped.
FUNDAMENTAL FEATURES OF THE RCA PHOTOPHONE SOUND SYSTEM
1. Famous "Rotary Stabilizer" which as- 9. Gear drive throughout; no chains or

sures absolutely constant film speed. No belts.

"wows," or "rasps." 10. Sealed oil-proof optical system with new
SUMMARY OF PRINCIPAL FEATURES OF RCA 16MM. SOUND PROJECTOR
Cushion-mourted stabilizer and optical
positive focus adjustment.
2.
parts to eliminate "microphonic" vibration 1 1 Positive oil collection and drainage
1. BtilHani Projection using specially de- 6. Motor Take-up and Rewind separate — noises. system.
signed optical system and large objective motor eliminates spring belts and assures
lens (f.1.65) providing lO^o to 20°o greater 12. Scientific placement of film driving ele-
equal tension on 400. 800. 1200 and 1600 3. "Shock-proof" drive excludes mechanical
screen illumination with 750-walt lamp. ments and white-painted interior to facilitate
foot reels. Simple and rapid rewind of all disturbances from film scanning drive.
threading.
sizes of reels.
2. HCA Photophone Sound with a maximum 4. Reversible twin exciter lamp holder. 13. Hermetically sealed Rotary Stabilizer oil
of 10 watts push-pull amplification sufficient — 7. Shock Proof Stabilizer- - between take-up 5. Pre-focused exciter lamps. case.
volume for classroom or average auditorium. reel and lower sprocket, greatly reduces 14. Positive action pad rollers and large
magnitude of jerks, uneven pull. etc. 6. Simple high speed projector mounting
film strippers.
3. Simplified Threading -as easy to thread system with microraetric gear mesh adjust-
as a silent projector and made more simple 8. Sound Optical Units mounted on single — ment. 15. Hold-back sprocket to prevent take-up
by casting the threading line on the pro- casting for rigidity with swinging bracket for jerks from reaching film in scanning position.
easy cleaning of optical units and quick 7. High quality ball-bearings throughout
jector block. 16. No stationary surfaces to damage film.
change of exciter lamp. make for long life and minimum repair
1 7. Quickly adaptable to installation of
4. Theatrical Framing -new type double- costs.
claw 9. Stabilized Sound- using sound drum sta- parts for "push-pull" operation.
eliminates up and down
intermittent
8. Interchangeable drive motor equipped
movement of picture area on screen. Keens bilized by large solid flywheel, with com- 18. Integral gear box assembly.
plete assembly running in shielded ball
with heavy flywheel for extra smooth start-
film in center of most efficient light. No 19. Totally enclosed case.
bearings. ing characteristic. Saves wear and tear on
change of projector position while framing. mechanism. Modernly styled.
projector 20.
Dynamic Speaker
Cooling —
10. E/ec(ro - providing
5. Etiicient specially designed
best balanced reproduction of speech and
blower scroll, cools lamp, amplifier and Other Sound and SiJen( Projectors: (16 and 35mm) Holmes Projector Co., Chicago, Illinois,
music.
aperture gate. Lamp house barely warm Universal Projectors, Philadelphia and New York City. (See next issue supplement pages
while in operation. Life of lamp increased. 11. Easy Cleaning of aperture gate, con- — for further details on these and other projector models not submitted for review or received
Lamp may be removed quickly and easily. denser lens and adjustable reflector, to pro- too late for publication.)

A N AUDIO VISUAL
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BUYER'S GUIDE IHIIIIIIIIIIIIIi!llllllllllllll)ll!l

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 Illiiilllll

lllllllllllllllllllllllllllllllll
(+) Booster Amplifier-Unit "O"
Unit "O" amplifier provides volume for

VICTOR ANIMATOGRAPH CORPORATION sound film or P. A. service for all purposes.

This amplifier supplied in an Add Unit +A+
type case, snaps on to the bottom of Ani-
• In the Series 40 Animalo- cameras and projectors. matophone case or may be carried with
new While the basic sound projec- separate LifTop. For use with 1, 2, 3 or 4
phone, Victor presents its
-12" or 15" speakers. Frequency Range;
Add+A+Unil features which tor is being used in one loca- 40 to 10,000 cycles, Oveiali Gain; 120 db.
Saiety Fuse: 3 Ampere, radio type. Illu-
makes this well-known pro- tion, for example, an auxiliary
minated control panel. Controls: Microphone
jector available for a multi Add-)- Amplifier may be used volume, sound film volume (also for mix-
ing sound from microphone and phono-
plicily of uses heretofore re- with a "mike" or turntable
graph, or microphone and sound film, or
quiring several different types (or both) as on independen t phonograph and sound film), new acoustical
tone regulator.
and sizes of projectors. With Public Address system in an

the Add+A-(-Unit features, the Ani- auditorium, etc. (+) Booster Amplifier-Unit "R"
mafophone is economically adaptable to Included in the Victor line is a dual Unit "R" amplifier provides maximum vol-
public address, service*, phono-record projector outfit. Unit "O" Amplifier and ume for indoor or outdoor service of all
types. May be used with from 1 to 8 12" —
reproduction, radio amplification, and Change-Over Svntch for continuous mul- or 15" speakers (not supplied with carrying
sound recording. Presented by its name- tiple reel showings for use with any case). Size; 8'2" x I2'2" x 21". Weighf;
65 pounds. Frequency fiange; 40 to 10,000
sake, the noted designer-executive, Mr. two Model 40A or 40B Animatophones. cycles. Oveiall Gain: 120 db. Safely Fuse:
Alexander F. Victor, this 1940-41 pro- Projector stands, speakers, microphones, 3 Ampere, radio type. Illuminated panel.
Controls: 2 for microphone volume, 1 for
jector innovation carries on a tradition converters and other accessories are sound film volume, 1 for phonograph vol-
that began with the earliest 1 6mm listed in the complete Victor price list.
ume, the new Victor Dual Acoustical Tone
Regulator. Fader Control, and changeover
switch for operating 2 Animatophone pro-
GENERAL OFFICES AND FACTORY DAVENPORT. IOWA jector units (40-A or 40-B).

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

(+) Recording Unit "Y"

May also be used as a reproducer. Stand-
ard lead screw for 78 R.P.M., 10" and 12
'

Series 40 Animatophone recordings, free from wows and flutter.

100°o synchronous motor. *60 cycles, 1 10
1600 capacity.
ft. Operating Speeds:
reel
volts. Direct worm drive. Perfect recordings
Governed, 16-frame silent and 24-frame
of voice and music. Used with any Victor
sound. picture safety shutter and shut-
Still
ter control knob. Optical System: Victor amplifier, "A," "B," "O," or "R."
High Efficiency Conza Condensing Lens Sys-
tem; indestructible metal reflector. Piojec-
tion Lens: 2" high-speed F1.6. standard
equipment. Interchangeable. Lamps: S!and
ard prefocused base obtainable any- . . .

where. Standard equipment: 750 watt. In-

terchangeable. Switch provides for operat-
( ) Record Turntable-Unit
ing motor with lamp off. Cooling System: For attachment ANIMATOPHONE, ADD
to
Victor "Spira-Draft" ventilation. Motor: (Re- - AMPLIFIER or LifTop. Accommodates
versible) Universal AC-DC, VICTOR-G. E.,
both 8" and 12", 78 R.P.M. phonograph rec-
with switch-operated, 2-speed governor. ords. Size; 4^4" x 9' 2" x 15' -i" -7'2 pounds.
50-60 cycle. 100-125 volt.
The addition of a record turntable adapts
the Victor Animatophone for teaching music
(+) 8-inch Integral Speaker appreciation, voice, speech, language or
dancing, or when used with other Add+A-j-
UNIT "H" (Recommended only for small Unit equipment furnishes music for large
room use with the basic Model 40-A Pro- assemblages indoors or on outdoor locations.
jector. Separate 12" or 15" speakers should
be used with greater amplification in larger
rooms.) Unit "H" affords great ease of
portability as it makes an "all-in-one" sound (+) Central Sound System
unit. Permanent magnet type, equipped
with 5C ft. attachment cord. Cone is pro- ADD ^A+ UNIT "V This unique instru-
tected by mesh grille with special Duvetyn ment, when used in conjunction with
finish. Size: 3''9" x S'i" x IS'/V. Weight;
booster amplifiers "O" or "R," provides a
6'/2 pounds.
central two-way talk-back sound system
for any desired number of rooms
servicing
with radio broadcasts, phonograph record
(+) 12" & 15" Speakers reproductions or microphone announcements.
The switch panel of the standard model con-
For 40-A or 40-B Animatophones, with or
without extra amplification. tains 16 switches for individual room-
Type: High
fidelity permanent magnet with impedance speaker control. Special models with any
transformer and switch with settings for 1. desired number of switches can be supplied
2, 3, and 4 speaker operation. Case. on order. Size; 9'2" x 12'2" x 15'4".
Leatherette-covered, affords maximum baffle,
1600' compartment, and attachment
reel
Weight; 23 pounds.
cord rack. Speaker cone protected by grille.
Attachment Cord; 100 feet, 2-wire cable with
two male plugs,
12" SPEAKER Unit 'J.' High fidelity type
-best grade heavy magnet. Size; 10" x 17" OTHER FEATURES OF THE VICTOR SERIES 40 ANIMATOPHONE
X 18^4". Weighf; 20 pounds,
15" SPEAKER
-Unit -K." Unexcelled for PROJECTOR CASE "Blimp," Leather- insures maximum quality with Koda-
ette-covered. Sturdy, rust-proof hard- chrome as well as black-and-white.
high fidelity response. Equipped with spe-
ware. Unit entirely enclosed during Microscopically set and sealed for cor-
cial oversize magnet and multiple speaker
switch. 10"xl7"xl834". Weight; operation. rect, permanent adjustment. Photo Cell:
Size: 32
pounds. AMPLIFIER Basic amplifier is buih Special, in prefocused base, mounted in
into case with projector. {See model list- vibrationless rubber. Adjustable voltage
ings for specifications.) Any output for control insures peak performance at all
(+) 12" Dual Speakers small rooms to largest auditoriums may times and on all voltages (90 to 125),
be obtained by selecting Add-|-A+Unit Exciter Lamp: Prefocused G. E. T-8, 5
12" DUAL SPEAKER Unit "Mr (For greater equipment to give power desired. volt, 6^2 Amperes VICTOR Special. Ex-
sound distribution). 2 Standard 12" perma- and excep-
nent magnet speakers, each with separate
SOUND UNIT Sound Lens: Special citer filament construction
formula highly corrected with pre- - tional beam intensity designed for high
baffles, mounted in 2-section case, carried
cision light slit. Unusual depth of focus quality reproduction.
by one handle. Size; 9H" x 15 '/4" x 20".
Weighf; 31 pounds.

THE 19 4
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4 1 EQUIPMENT REVIEW iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiin^
^ Although overshadowed by the widespread use of sound motion pic- jectors will be of interest to sponsors of this type of program. Ons recent

has many specialized applications in the lield

tures, the silent projector application was an automobile accessory company's sponsorship of short,
of business and widespread basic acceptance in the educational field. silent educational reels (on products) which local service station operators
This representative showing oi "professional" quality 16mm. silent pro- purchased in a "package" which included both films and equipment.

Ampro Model "KD" Filmo "Auditorium"

Capacity, 400 feet ol silent film. 1600 feet The "deluxe" silent projector features 1203-
optional. Sound can be used on silenl
film watt illumination, 1600-foot film capacity
models, standard 750 watt or under projec- (enough for a one hour show). 1200-watt
tion lamp, operates on 25 to 60 cycles A.C. Clearay Lamp, light control and voltmeter.
or D.C. current, standard 2-inch focal length
F1.63 objective lens. Interchangeable with
1-inch 4-inch lenses, centralized lubrica-
to
t^%>/ New optical system. B & H 2-inch, F l.G
lens. Variable speed through governor. Two-
way tilt, separate mo'or lor take-up, power
tion. Motor has grease sealed ball-bearings.
rewind. Adequate cooling assured by twin
button for "still" projection, automatic safety
fan, also cools and humidifies film. Finish'
shufei prevents blistering or burning film,
reverse film switch, automatic rewind, no
dark silver grey crinkle-baked enamel, black
fittings, polished nickel plate. Carrying case
transferring of reels or belts, easy threading,
flickerless pictures at speeds as low as 13 with adequate ac-essory storage spaze.
frames per second, triple claw movement,
controlknob for speed regulation, micro-
metriclamp adjustment, framing button, au-
tomatic pilot light, centralized control panel,
adequate cooling system, two-way tilting
control knob, bi-convsx condenser lens, reel
r
locking device for all 1600-fool reel arms.
Finish; gray crinkle-baked enamel, chromium
DeVry Model "G" r
plated, stainless steel fittings, 32-volt operation.
The familiar DeVry model G projector
silent
with motor drive is now equipped with a
reverse switch, automatic rewind and stop-
Filmo "Master"
on-film feature. The new model weighs less
Capacity, 400 feet film; 750 watt, line-voltage than ten pounds and has been widely ac-
projection lamp. Also uses 300, 400 and 500 cepted by business organizations and schools.
watt line-voltage lamps. Magnilite conden- Die-cast housing, simple operation, accommo-
ser, fast 2-inch F1.6 lens. Other lenses dations for 100-400 foot reels and an especial
available from ^s-inch to 4 inches, entirely low price considering its high-waMage bril-
enclosed gear driven, automatic motor re- liance (200-watt) are the advertised features
wind, lamp switch for turning off lamp dur- ofModel G. The projector also features an
ing film rewinding, lever for reverse film framer and positive tilting device as
efficient
action, sealed motor lubrication, clutch for
well asadded portability because of its re-
"still" projection with safety shutter. No-
movable reel arm.
glare pilot light, two-way tilting device, fin-
ished in dark brown crinkle-baked enamel.
Fittings are of brown bakelite and polished
nickel plate, carrying case with drop front,
permitting easy removal of ready-erect pro-
compartments two
jector, for 400-foot
take-up reel, extra lamp, oil co"^, etc.. brown
films,
Eastman Kodascope
covering, also mode! for 32 volt lines. Comes Special features of Kodascope G. Series 11
equipped with 400 watt, 32 volt lamp and 32 include: "TailoT-Made" Pro/ecfion, with five
volt motor: weight, 14 pounds. Approved by
lenses and three lamps, Concen(ra?ion of
Underwriters' Laboratories.
controls. Four major operating functions
controlled by simple switch. A threading
light, illuminatirg the film path so that the

Filmo "Diplomat" operator can carry out the few necessary

threading adjustments in darkened room.
Capacity, 750-wat(, 100-voll lamp
400-feet, Light automatically goes off as projection
Wholly gear-driven, with gear-
illumination. begins, may be relighted during rewinding.
Projection of any single "frame" of your
driven power rewind. B & H 2-inch, F 1.6
movies, as a "still," with full, automatic pro-
lens; Magnalite condenser. Two-way till,
te::tion of the arrested film. Exact alignment
lamp switch, reverse and still projection of lamp filament, in relation to reflector and
plus all-metal safety shutter. Built in pilot condenser, controlled by set-screw on side
light. Finished in dark brown crinkle-baked of lamp housing. Simplified film threading.

enamel, fittings in harmonizing brown bake- Hinged film gate, variable projection speed.
D.C. or A.C. 25- to 60-cycle, 100- to 125-volt
lite and polished nickel plate; carrying case
lines.
with adequate accessory space.

Victor Moder'16-S"
Capacity: 400 (Victor 16) and 1600-ft. (16S)
models. 750-watt, direct, super hi-power
Filmo "Showmaster" illumination (1000-wat! optional'. Feafures;
convenient fixed disappearing reel arms;
Capacity. 1600 feet silent film; 750 watt, quiet movement through new shuttle as-
100-125 volt projection lamp. Also uses 400 sembly; automatic "rewind-as-you-show" ac-
and 500 watt, 100 volt lamps. Resistance commodates as many as four reels while
lever to give lamp fast normal 100 volt load showing one; automatic shutofl film protec-
on 100125 volt lines, magiilite condenser, tion prevents mutilation of improperly-
fast 2-ir.ch Fl-6 lens, two-speed focusing with
threaded film. Oi'her conveniences: Lamp,
lens lock. Other lenses available from
reverse, motor switches. Pilot light, till.
^a-inch to 4 inches, metered lubrication, au-
tomatic motor rewind, lamp switch, clutch
motor rewind, Ample accessory storage
for "still" projection, safety shutter, built-in
capacity in case. Finish: Silver grey crinkle
variable resistance and voltmeter, pilot light, (baked). Black and chrome trim.
two-way tilting device, carrying case for
projector, two 1600-foot reels, two 400-foot
reels, extra lenses and lamps, finished in
brown fabric leather, weight, 16 pounds.
Also model for 32 volt lines. Equipped with
400 watt. 32 volt lamp and 32 volt motor.
 Columbia Recording Corporation, a subsidiary of
Columbia Broadcasting System, Inc., is now actively

engaged in the electrical transcription business.

Complete recording studios, incorporating the most modern facili-

ties, will be available September first, in New York, Chicago and

Hollywood. Manufacturing and processing facilities are at Bridge-

port, Connecticut, and Hollywood, California.

TRANSCRIPTION DIVISION

COLUMBIA RECORDING CORPORATION

A SUBSIDIARY OF COLUMBIA BROADCASTING SYSTEM, INC.

NEW YORK, 799 SEVENTH AVENUE • CHICAGO, WRIGLEY BUILDING « HOLLYWOOD, COLUMBIA SQUARE
 — 3

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THE MAGNAVOX COMPANY, INC dynamic speakers.
(AC-DC), 20 lbs.;
Net
Model X
weight,
slightly
Model E
more.
Electro-Acoustic Products Division, Fort Wayne, Indiana
Picturephone Model "M"
Manufacturers of the lUustravox Projectors
(Also MODEL "J"— With Six-inch Speaker)..

This projector is suitable for an audience of

Illustravox "Sub-Junior" 75 persons. With auxiliary speaker, accom-
modates 200. Both models feature four-tube
The unit for individual consumer, dealer or amplification, volume and tone controls, 100-
other sales interviews, etc., before smaller watt projection, play 16" records. Equipped
groups. Full 100-watt extensible projection with 20-ft. cord. Model carries 12" rec- M
with the Magnavox opening feature. Com ords; Model J carries 16" records. Net
pact: actual dimensions 14" x 13" x 6" ^ weight, Model M
(AC-DC), 21 lbs.: Model J
closed. Weight 16 pounds. Large-sized film (AC-DC), 27 lbs.
magazine; remote control picture advance.
Full-sized crystal pickup for tracking on rec-
ords up to 16". Space for two 12" records, Picturephone Model "S"
extra films within case. AC operation;
AC-DC may be Natural tone re-
specified. (Suitable toi audiences up to 500)
production for individual presentations and
especially suitable for showing to small Speaker and projection capacity make this
groups not to exceed 25 persons. Picturephone suitable for audiences up to
500 persons. Features four-tube amplifica-
tion, 8" permanent magnet dynamic speaker;
Illustravox "Junior" volume and tone controls. 200-watt projection,

Suitable for audiences of 100 persons or plays 16" records. Equipped with 20-ft. cord.
more with regulated high-fidelity sound to Net weight (AC-DC). 39 lbs.
provide volume for audiences of two or
three up to a small auditorium. 100-watt
projection; projector mounted on front door
in patented Magnavox feature to drop into
position when door opens. Dimensions:
13" X 15^4" X SW.
Weight, slightly over
20 pounds. Small disk-type screen furnished
as standard accessory. Latest type Mag-
Super Picturephone
navox 6' 4" speaker; constant speed motor (MODEL "A" for large audience showings)
for AC operation, requires no adjustment,
very little oiling. Carries three 12" records, Audiences up to 1000 persons may be ac-
3 films, inside case. Carrying case covered commodated by this large capacity equip-
in gray striped airplane fabric. AC opera-
ment. (With auxiliary speaker, 1500.) Five-
tion, AC-DC may be specified.
tube amplification, 12 speaker, volume and
'

tone controls, are features of this two-case

Illustravox "Senior" machine. Brilliant 300-watt projection with
The deluxe Illustravox, featuring 300-watt an automatic film rewind. (Available with
projection, rewind takeup and amplification tri-purpose projection at slight additional
suitable for audiences up to seven or eight
cost.) Equipped with 50-ft, cord.
hundred people. Illumination for best color
and black and white projection results on
large screen. Four-tube amplification, eight-
inch Magnavox electro-dynamic speaker
with curvilinear cone. Removable loud
speaker . . . standard accessory equipment (II.) Model "A" Sound Unit
includes baffle and extension cord. Dimen-
Besides ample sound capacity, the Model A
sions: 18»2" X 17'4" X 75a". Weight, 38
Super Picturephone has two speeds. 33'
pounds. Carries four 12" or 16" records;
and 78 r.p.m., playing both sound slide iilm
three films. All controls, including separate
and standard records. Microphone input at-
switches lor projector, turn-table and am-
tachment will convert instantly into public
plifier volume mounted on rear panel of
address system. Net weight, sound unit
carrying case. net weight, speaker-
(AC-DC). 2G lbs.:
projection unit. 28 lbs.

Illustravox "Salesmaker" Model AA

Super Picturephone with six-tube
amplification and public address eguipment
A portable theatre in a single case. Built-in
is available for largest auditorium and con-
translucent parchment screen and loud
vention showings.
speaker just below screen permits instant
showing by moving record tray from the
front of the case; projector mounted in rear.
For larger audiences, speaker detaches for
projection on wall or tripod base screen.
OPERflDIO MANUFACTURING COMPANY
Dimensions: 18" x 18" x 7". Four 12" or 16"
General OHices and Factory, St. Charles, Illinois
records, two films may be carried within
case, Weight 29 pounds. Achieves unusual
illusion of synchronized sound and picture manufacture of dio systems are licensed by Electrical Re-
Years of specialization in the
presentation. AC operation, AC-DC may be search Products. Inc., under patents of Amer-
sound equipment, including loud speaker
specified. Note: all toui Iliustiavox models Company and
ican Telephone & Telegraph
are staidazd for opeiation on current. AC and public address units, stands behind the
Western Electric Company. Inc. Com-
Explainette and Explainitone sound slidefilm the
plete literature on request.
projectors produced by Operadio. All Opera-
McCLURE TALKING PIC TURES
1115 Washington Blvd., Chicago, 111
dividuals. 50-watt projection; one-tube am- Operadio "Explainette"
Model Picturephone: the ideal projector
L plification. Maximum audience, 25. Plays
for personalized presentations to a few in- 16-inch records. Net weight, 1G''2 pounds. Operadio's low priced unit . . . The Ex-
plainette ... is intended primarily for direct
Picturephone Model "E" sales to individual consumers and personal-
ized selling. Design is such that it can also
(Also Model "X"— With Six-inch Speaker)....
be used for larger groups. It incorporates
5" Per-
Models E and X Picturephones are suitable built-inscreen. Operadio heavy duty
for showing to audiences of one to 75 peo- manent Magnet Dynamic Speaker, two tube
ple, A screen is suitable for
self-enclosed amplifier; factory matched tone and volume.
audiences up to 15. Both models feature Available with either 50 or 100 watt pro-
four-tube amplification, 100-watt projection. jectors as specified. All-steel construction
and play 16" records. Equipped with 10-ft. with durable baked two-tone finish. Turn-
cord. Model E carries 12" records; Model table accommodates 10". 12" or 16" records.
X, 16" records. All Picturephone models fea- Crystal type pickup. Stowage for four 10"
ture steel chassis, specially designed crystal
(Continued on the next page)
pickup, metal tubes and permanent magnet

A N
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UYER'S GUIDE
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 SOUND SLIDEFILM PROJECTORS Radiad "Intermediate"
Operadio Manufacturing Company Equipment — Continued (For classioonx or generai audiences^

Primarily designed for small auditorium,

records, cups and
four iilm needles. Ten classroom or groups up to several hundred
iool power cord. Dimensions 10' 2" x 11" x people. Simplicity of operation and design
5^4". Weight 14 pounds. Available for
either 110 volt AC or DC as specified.
carried throughout the line. Unit may be
provided with the 150 watt Tri-purpose pro-
The small dimensions, light weight and en-
closed screen within the top cover of the jection unit or 200-watt single frame projec-
unit make the Exp/aine((e the ideal unit to tor. Available for operation on alternating
meet the user's specifications for field use or direct current, single or dual speed mo-
in individual consumer and small group in-
terviews. However, it has sufficient volume
tors, and microphone also, if desired.
of sound so that when used with a 100 watt
projector and a wall type screen, it can
take care of relatively large group meetings.
... All controls directly beneath the pro-
jector including combination on-olf switch Radiad "Auditorium"
and volume control for amplifier, on-off
(For auditorium or executive showings)
switch for projector lamp, and on-off switch.
This is the largest model in the Radiad line.
Serves audiences from several hundred up
Operadio "Explainitone" to three thousand people. Features pro-
vided for accommodating even greater audi-
The piojectoi for group showings
ences under unusual circumstances. Utilizes
This unit is for larger group showings . . .
300-watt single frame or tri-purpose type
Explainitone Operadio's larger "deluxe
. . .
"
projectors, and may be supplied with single
model sound slide film unit, is intended for or dual speed motors for operation on AC or
showings before larger audiences. The Ex- DC current. Provisions for microphone. In
plainitone is available with 100, 200 or 300 all Radiad units the projector {or any com-
watt projectors. Standard equipment includes ponent) is readily detachable, thus broadens
8" heavy duty Permanent Magnet the use of the entire equipment.
Dynamic
Speaker and latest type amplifier, factory
matched for volume and tone. Stowage for
six 16" records, six film cups, and spare
projector lamps, all within the case. Avail-
able in either 110 volt AC, or AC-DC models
as specified. Case dimensions 18" x H^^" x
WEBSTER ELECTRIC COMPANY
9'-i", exclusive of record compartment General Offices and Factory, Racine. Wisconsin
top
Weight AC Model— 33 lbs. 12 oz.; AC-DC Manufacturers of the "Cinaudio" Sound Shdefilm Equipment
Model 32 lbs. 12 oz.

Cinaudio "Cub"
(II.) "Explainitone" —closed Especially suited for presenting soundslide
films before a few executives or for direct
All models feature all-steel construclion
without appreciable increase in
consumer selling interviews, the Cinaudio
weight. "Cub" model offers 50-watt extension-slide
Explainitone case finished in durable baked
projection (100-watt optional). A net weight
black stipple. The loud speaker is mounted
of 13' 4 lbs. facilitates carrying in the field-
in the detachable top which permits
speaker Case dimensions: 13^4" x lO'e" x 5^e"-
to be located alongside of screen.
Exten- Projection has standard elevating mechan-
sion speaker cable furnished. Provision
for ism, simple framing device; double convex
neat stowage of speaker extension
cable condensing lens, heat absorbing meniscus,
and power cable. All controls conveniently
located on the same side of unit as
double aperture plates. Turntable accommo-
pro- dates up to IG" records at single 33'
jector. They include volume and
tone con- RPM speed; crystal pickup. The detachable
trols with individual power control for cover of the "Cub" provides a separate
amplifier, phonograph motor, and projector
lamp. Remote control for projector and SVE speaker which is supplied with a 10-foot
extension cord so that the speaker may be
automatic filmslide take-up supplied at slight
placed close to screen. At ten feet, projec-
additional cost.
tion size oi 2^4x3' 2 feet is afforded.

Operadio Record Turntable Cinaudio "Standard"

For use betoie sizeable groups
Where a quality turntable is required lor
transcriptions,
The larger group-selling model offered by
recorded soles lectures or
Webster of Racine is the Cinaudio "Stand-
public address work, this Operadio model
is recommended.
ard" equipped with 200-watt projection {100
Plays up to 16" records,
or 300-watts optional). Detachable speaker
full-volume high-fidelity amplification, AC-
DC operation. Crystal pickup, volume and in cover with adequate extension cord sup-
plied. Features an exclusive emergency
tone controls.
motor board light to facilitate changing rec-
ords, etc. Separate volume and tone controls,
on-olf switches for projector, amplifier and
phonograph motor. Plays 10. 12, 16-inch
RADIAD SERVICE ject. Over a hundred combinations or
records. Built in
reproducing pickup.
power amplifier and crystal

adaptations of the Radiad units are avail-

154 E. Erie Street. Chicago, III able as standard equipment. Complete serv-
A completely new line of Radiad equipment ice is provided and a full line of accessories, (II.) Speaker and Case
takes into consideration every possible usage including microphone and public address
Model 2-CS-2 of the "Standard" series fea-
to which sound slidefilm projectors are sub- equipment is offered for the Radiad units.
tures 100-watt projection for AC operation.
Model 2-CS-l, 100 watts, AC-DC operation.
These projectors accommodate audiences of
Radiad "Junior" 25 or more people. Cinaudio Model 4-CM-2
is the 200-watt unit for AC operation; Model
(Fox individual or small group showings) 4-CM-l includes AC-DC operation. These
Suited for use of salesmen in field or groups projectors accommodate audiences up to 250
not exceeding fifty to sixty persons. Detach- people. 300-walt projection with AC and
able speaker (feature of Radiad line). One AC-DC also obtainable, when specified. All
cover, one plug, and one switch controls models are covered with Spanish blue
simple operation of this small unit. Contains leatherette with modern hardware and are
all of features of other models in smaller contained in a single case, with room for
size. Available with either fifty or one hun- record and film storage. Foolproof polarized
dred watt projection. Operation on AC or plugs with extension cords; latest type elec-
tronic tubes.
DC with single or dual speed motors, accord-
ing to needs.
Other Sound Slidetilm Equipment: Several other lines are offered in this field. Address manu-
facturers direct for complete information, prices, etc., on equipment not listed in these pages.

THE 1940-41 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiy^

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EQUIPMENT REVIEW
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S.V.E. Model "E"

SOCIETY FOR VISUAL EDUCATION, INC. 53-watt. self-encased projector)

A popular 50-watt, self-encased metal case

• Through its years of service in Vril for thousands of school systems. model which provides utmost convenience
research and development in the vjl A newly developed library of color and portability for contact showings, etc.
field of visual media. The Society slide subjects has also been an- Case acts as stand; when showing is over
for Visual Education. Inc., has nounced. one side of case is released, projector is
laid over en that side, cord is placed beside
made possible many of the basic pro- In the field of equipment develop- it, case is instantly closed and salesman
jection units employed in slidefilm and ment, the new S. V. E. stereo projector is ready to leave. Opficai system: Patented
miniature projection. Under the guid- (employing Polaroid) pioneers an excit- heat-absorbing, heat resisting element, 3"
ance and business direction of its chief ing field of third-dimensional projection focal length objective lens. Ground and pol-
executive, Marie Witham, The Society ished reflector; two piano condensing lenses.
w^hich opens new vistas of interest to
has contributed such innovations as the Switch in cord. Weight; only 3 lbs. complete.
business and educational audiences.
Rewind Take-Up, Tri-Purp>ose Projeclors.
For visual displays, the S. V. E. Con-
S. V. E. Objective Lenses, Rear-Aper-
tinuous slidefilm projector has long been
ture releasing mechanism, self-encased S.V.E. Model "Junior"
an accepted unit for the showing of
and pocket models as well as the man-
and educational material.
advertising (SO-watt. smelliest group showings)
ufacture of a majority of the slidefilm
S. V. E. projectors are sold by lead- Smallest and lowest priced standard 50-watt
projection mechanisms used in most
equipment available. Smaller diameter lens
leading sound slidefilm units. ing camera and photographic dealers
than Model "K" (2' 2-inch) and uses metal
The famed S. V. E. library of stillfilm throughout the world. For special in- reflector. Recommended for showings to

subjects (known throughout the world formation on products now listed in smallest groups. Double convex condensing
lens, heat-absorbing meniscus and double
by their tradename "Picturols") suppUes these pages address The Society's gen-
aperture plates. 8-foot cord. Elevating
the basic ingredient of visual learning eral sales offices in Chicago, device. Weight: (complete with case) 2^4 lbs.

100 EAST OHIO STREET, CHICAGO, ILLINOIS Several of these models loim a component
part of the sound slidefilm units shown on
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th-? pages of this section devoted to that
type of equipment.

S.V.E. Model "G"

TRI- PURPOSE PROJECTORS
(300-watt. single-fiame piojectoi)
These S.V.E. Units Show }: Single Frame
Foi large audiences and wherever maximum Film Strips (2/ Double Fiame Film Strips
illumination is required. Model "G" provides and (3) Two by Two-Inch Glass Slides.
brilliance of Image and utmost convenience.
Patented SVE Rewind Take-Up (rewinds S.V.E. Model "AAA"
film in proper sequence ready for nex!
300-watt, Tii-Purpose Projector)
showingi is standard equipment. 300-watt \

lamp housed in scientifically ventilated This "deluxe" tri-purpose model features

triple lamp house to assure film protection. (a) maximum screen illumination: (bj new
Optical system: SVE Series "O" 4" focal semi-automatic slide changer which operates
length lens (interchangeable). Extra-size film entirely from the top (cutting off light when
magazine equipped with retaining arm; slides are changing); (cj new combination
film track recessed for surface friction pro- single- and double-frame mask provides
tection. Sold complete in black leatherette micrometer side adjustment for centering
carrying case, chamoisette-lined; also 15- picture; d extra-size film magazine and
{ )

foot tandem cord and plug. Weight: 6 lbs., rewind take-up. S.V.E. Anastigmat. Series
2 ozs. (without case). "O" 5" focal length lens. Heat absorbing
filter; ground, polished condensers, framing
and tilting devices. Complete with 10-foot
cord.
S.V.E. Model "F"
1200-watt. single-iiams projector)

For average-sized audiences. Model "F"

S.V.E. Model "DD"
provides 200 watt illumination. Optica/ sys- (J50-wa(t Tri-Puipose Projectoi)
tem; features polished, glass silvered mir-
ror reflector, two piano condensing lenses Elxcept for reduced illumination through use
and patented heat absorbing, heat-resisting of 1 50-watt lamp, Model "DD" has identical
filter. SVE objective lens i,4"
Series "O" features of Model "AAA" on smaller scale.
focal releasing mechanism
length). SVE
moves rear aperture plate back when turn- S.V.E. Anastigmat Objective Lens, Series
ing from one picture to next. Equipped with "O" 5" focus, fully corrected; Semi-auto-
cord, plug; also elevating device, simpUfied matic slide Rewind Take-Up;
changer;
framing mechanism with bakeiiie operating
Single and double frame mask providing
button permitting film to be turned either
forward or backward. Large magazine ac- micrometer side adjustment for centering
commodates up to 400 frames. Weigh(; picture (aiso same as Model "AAA"). Com-
4^4 lbs. (with case, 6 Ibs.K plete with 10-foot cord.

S.V.E. Model "Q"

t.lOO-watt single-frame projector)
S.V.E. Model "CC"
For contact salesmen or showings before 1 100-watt Tri-Purpose Projector)
few persons, this 100-watt projector is most
Smallest of the Tri-Purpose Models, this 100-
useful. Where 50-watt illumination insuffi-
watt projector serves for group meetings,
cient or where throw not long encugh to
contact use where varied mediums are re-
require 203-watt unit, use Model "Q". quired. Features noiseless horizontal slide
(Widely used in sound slidefilm units.) 400- "OA" objective lens
carrier, S.V.E. Series
—
frame capacity filmmagazine. Well ven- 5" focal length. Extra size film magazine.
tilated lamp house and separate housing Masks: Two sizes: one for single-frame and
one lor double-frame, each with aperture
lor condensers in conjunction with patented
glass. Tilting and framing device, ground
heat -absorbing heat-resisting filter for per-
and polished reflector, condensers. Com-
fect film protection. 3" focal length ob- plete with 1 0-foot rubber covered tandem
jective lens. lO-fcot rubber covered cord cord with push-through switch and rubber
with push-through switch included. connector plug.

A N AUDIO
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BUYER'S GUIDE
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S.V.E. Model "Pocketer"

(A convenient pocket-size ptojector)
Useful for contact salesmen, this convenient
"Pocketer" model filmstrip projector provides
50-watt projection with a 120-volt, coiled
coil filament, T.8 single-contact, bayonet
base lamp. Has a heat-absorbing meniscus
lens, two piano condensers and rear and
front aperture plates, with ground and pol-
ished silver reflecting mirror. SVE Series
"OO" 3" focal length projection lens stand-
ard equipment. Rubber tipped collapsible
legs. Equipped with 10-foot detachable cord
with switch and plug.

SPENCER LENS COMPANY

Scientific Instrument Division of American Optical Company
General Offices <S- New York
Factory, Buffalo,

Spencer Model "O"

lA 100-watt singletrame projector)

The Model O Filmslide Projector provides

the utmost that can be secured with safety
when using single frame 35mm. film with a
100-watt lamp. The optical system includes
two piano convex condensers, heat absorb-
ing glass, two pressure plates and a four
lens objective of 3" focal length. Threading
simple and quick. A snap of clip on maga-
zine keeps large rolls of film from spilling
out, lift gate catch and both the catch and
gate swing clear out of way. Vertical guides
above and below aperture secure exact
"tracking" of film and allow its placing of
film in position. The projector is 2'2"x534"x
6'/2". Weight 3 lbs.

Spencer Model "IT"

(200-watts: enclosed film

1
mechanism)
For maximum illumination in using 35mm.
single frame film. Brilliant illumination and
clear definition produced by 200 watts of
illumination, a Spencer formulated optical
system, using a triple condensing system
(one meniscus and two piano convex con-
densers), a heat absorbing glass, two pres-
sure plates to hold film flat during projection
and a four lens achromatic objective of
1^/8" diameter, 4" focal length.
Film pro-
tected by ample upper magazine which
eliminates re-rolling film into a smaller
spool. The entire film track is recessed so
film emulsion does not rub and scratch.

Spencer Pocket Model

(A bandy 50-watt piojector)
This Pocket Filmslide Projector designed pri-
marily for the traveling salesman. Compact-
ness makes it extremely attractive to other
travelers who prefer film presentation. All
parts enclosed and protected by polished
case of Bakelite. Illumination ample for
direct sales presentation, and the definition
and flatness of field are remarkably good.
The objective is 2.5" focal length, giving a
desirably short working distance. It projects
a r picture at 30", or, in a darkened room,
a 5' picture at 15'. It is supplied with a
carrying case, housing a spare lamp.
 —

ir Next in importance to an efficient projector, the selection of a proper from floor to the lower edge of the screen.
Provides ioT making change in height with-
screen a matter to which every user of films and other visual material
is
out separate adjustment of screen and case.
will give thorough consideration. The screen must reflect the picture with
depth, brilliance and realism. Reflected light must be evenly distributed
DaLite "Datex"
for uniformity of scene and with sufficient brightness for each member
fFor leaT projection at exhibits, etc.)
of the audience. Here ore a few factors suggested by one manufacturer for
your guidance in choosing the proper screen: DaTex translucent screens are used for rear
projection at exhibits, etc.. and where pic-
1. Where are the pictures to be room? How many persons in the tures must be shown under daylight condi-
tions. Fabric is attached to non-collapsible
shown? In the business office? In average audience?
dull black frame of white pine: is stretched
the classroom? In a large audito- 4. Is portability important? Is the to perfect flatness, free from graininess,
rium? In display booths? film program used in the field? Car- spots or streaks. Frame, fittings and tripod
in accordance with DaLite standards. Made
ried by salesmen? Shipped via
2. What light sources will be used?
express?
in four sizes only: 15" x 20" 22" x 30" —
30" X 40" and 36" x 48"— tripod adjustable
Mazda lamps? Arc lamps of low
intensity?
5. How durably
is the screen made? in height.

What type of material used? Kind

3. How large a picture is needed? of handling expected? Are mount-
DaLite Model "B"
What are the dimensions of the ings sturdy?
Model "B" is designed to hang on wall, or,
in larger sizes, from Da-Lite Super Tripods.
Made standard Da-Lite sizes from 22" x
in

DALITE SCRE COMPANY, INC. 30" to 63" X 84". Gross weight of 22" x 30"
is 5' 2 pounds. Case; Slotted, tubular steel
2723 North Crawfoid Ave., Chicago, lUinois case with two hanger loops fastened to
case. End caps are steel stampings secured
Through Da-Lite dealers in all prin- fered. These styles were dictated by to assure permanent fixed position for roller
brackets, and prevent torque caused by
cipal cities or through his favorite and ful-
the requirements of users
spring tension of roller. Roller: Specially
producer, the film user may select the filled by Da-Lite through the past 30 years designed heavy duty lU", I'iz" and PV.
proper screen for his purposes from one of of experience. Special problems and de- Screen operates with ease of window shade.
the most complete selections of screen tails on models not shown in these pages Finish: Black baked crystal finish. Surface:

surfaces, sizes and mountings ever of- will be answered on your written request. Glass beaded surface standard. Mat white
or silver supplied on request. Black borders
standard.

DaLite "Junior" DaLite Model "C"

(A popular, low-priced portable unit)
(Shown mounted on Super Tripods)
Made standard Da-Lite sizes from 13"
in all
Model C is a backboard hanging type, with
X 18 up to and including 30" x 40 '. Gross
or without metal cover; also can be sus-
weight of 13" x 18" is 1^2 lbs. Mounting:
pended from ceiling or from tripod. Prin-
The Junior consists of our standard beaded
cipally larger sizes from 6' x 8' to 9' x 12':
surface mounted on a round wood roller at
the top and an attractive grooved moulding
also made with square surfaces, 8' x 8' to

as the bottom support. A spring wire up-

12' x 12'. All backboards equipped wi h
right support is included with each unit. special hangers wall hanging;
for flush
Adaptability: The Junior can be used by oversized metal spring rollers; metal dust-
hanging on the wall or the straight ends of proof cover; block finish. Beaded surface
the spring wire support can be easily in- screen standard; mat white on request at
serted into the sockets provided in the base. same prices; black border at small extra
cost.

DaLite Model "D"

Model "D" is a modem streamlined box Scenic Roller Mounting
screen. Made in all standard Da-Lite sizes
from 22" x 30" to 72" x 96 '; also made with For large screen sizes from 8' x 10' the
square picture surface for slide projection Scenic Roller Mounting is economical. Con-
from 40" x 40" to 52" x 52". Box: Black
sists of roller attached to lower edge of
leatherette equipped with burnished hinges
and clasps. Roller: Specially designed screen, substantial wood batten at top edge
heavy duty 1 Va", 1 Vz" and 1 ^4" diameter equipped with eye bolts. Roller operated
rollers are used, according to sizes. Mount-
by ropes wound around each end of roller,
ing: A center support,
collapsible steel
equipped with a hinge bracket, bolted to through overhead pulleys. For larger
bottom rear center of the box. Single up- screens 12' or more in width offers advan-
right, together with the non-sag tubular slat,
tages over roller mounting. Beaded or
assures positive and continuous alignment
of the screen when fully erected. Surface: seamless white surface recommended; sound
Da-Lite beaded surface standard. Mat white screen on request. Sizes from 8' x 10' to
or silver surfaces supplied on request at 15' X 20'.
same prices. Black borders also standard.

DaLite "Challenger" DaLite "Electrol"

The Challenger is a tripod and screen unit Da-Lite Electrol is a motor driven screen.

and can be set up in 15 seconds. All stand- Made in standard sizes 6' x 8' to 15' x 20'
ard Da-Lite sizes 30" x 40" to 52" x 72"; and with square picture surface from 8' x 8'
also with square picture surfaces for slide to 20' X 20'. Special sizes on request.
projection from 40" x 40" to 60" x 60".
Motor: Special 3-wire quick reversal. In-
Case: Re-enforced slotted tubular metal case
terlocking gears. Ball-bearing. A.C. 110
pivotly attached to the tripod. End caps
are steel stampings. Tripod: Steel with volts, 60 cycles standard. D.C, at no addi-
center tubing and elevating rod square. Ex- tional cost. Automatic limit
Limit Switch:
tension rod equipped with goose neck at top switch. Switch Control: A three-way con-
to receive screen and a flange on bottom trol switch is provided. Roller: Strong, 5
'

to support and lift case. This design pre- in diameter. Operates on ball-bearings.
vents rotating of the case and is fully cov-
Finish: Prime white finish which can be
ered by patents. Non-Sag Tubular Slat:
painted to harmonize with surroundings.
Used pocket at top edge of screen
in sur-
face. Heavy duty 1*4", 1 '2"
Roller: and Surface: Beaded surface standard equip-
PV spring rollers. Adjustable Height: Has ment. Mat white supplied on request. Black
three fixed height positions 38", 48" and 58" borders supplied at small extra cost. Screens— Continued on the next page

111

A Itf
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AUDIO VISUAL
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u y E R '
s GUIDE
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 \imi
MOTION PICTURE SCREEN a ACCESSORIES CO., INC.
351 West 52nd Street,New York City Raven DeLuxe Model
in the compiete line of photographic prod- cessories Co., Inc. are these typical Britelite- This deluxe automatic collapsible model is
ucts offered by Motion Picture Screen & Ac- Truvision screens. especially useful for sales and product dem-
onstrations. The screen rises from a leather-
Britelite-Truvision "NuMatic" ette covered carrying case by means of
self-acting collapsible legs attached to top
{Wilh a wide angle ciystal beaded screen)
cross-bar. Slight upward pull erects screen.
Nu-Matic Model is so cons' ructed and de- Best grade whitewood case, lock jointed
signed that it has no gadgets, strings or corners, covered with leatherette. Nickel-
tricks making the operation (which is com- plated hardware, leather handle. All Raven
pletely automatic) a simple task. To open,
screen surfaces and sizes from 22" x 30"
merely pull the handle on the top support
to 54" X 72".
of the screen and it is in position for projec-
tion. close, push screen down and it
To
rolls automatically
in position. The Nu-
Matic Model has a Wide Angle Ciystal
Beaded Screen Surface found also in the
The deluxe automatic collapsible model is
Britelite tripod and De Luxe A Screens which
evenly distributes light rays over an ex- attached to a special spring roller mounted
tremely wide angle. Sizes range from 30 x in a half inch whitewood case with lock-
40 inches to 42 x 5G inches. Special details jointed corners, leatherette covering.
on all screens on request.

Britelite-Truvision Model "A"

Raven Hanging Model
(with wide-angle crystal headed labtic)
Metal case hanging models mounted on
This is the most popular of Britelite-Truvi- spring rollers in metal map case are made
sion screen models. It is convenient and to hang from wall or ceiling; are operated
can be set up anywhere instantly and with like a window shade. Larger sized screens
ease. open, it is held taut and erect
When mounted in square cases and operated by
by a double frame support. Contained in a means of pull cord around spool at one
solid wood case covered wtih fine quality end of roller. This reduces strain, prevents
simulated-leather trimmed with nickel. Sturdy roller sagging. All screen surfaces avail-
leather handle for carrying. Sizes available able; sizes range from 22" x 30" to 12' x 12'
(22" X 30" to 54" X 72").
with either square or regular frame size.

Raven also teatuies theThru vision rear

projection screen in sizes from 18" x 24"
Britelite-Truvision "Tripod" to 45" X 60".

Wide Angle Crystal Beaded Screen Surface

The Tripod Model the practical screen, is

where
bility.
essential requirement is porta-
the
Easy to set up, easy to manipulate,
RADIANT MANUFACTURING CORP.
easy to carry, requiring no table or desk. 4111 Irving Park Road, Chicago, Illinois
it stands by itself on the floor. Is rigid,
semi-automatic, and mechanically perfect Radiant "Hy-Flect" screens are available in ing; guaranteed whiteness; brilliant glare-
throughout. The screen is contained in a a wide variety of styles to fit every purse less surface; positive perfect aligrment.
roller tube which is pivoted onto the tripod and purpose. Features include: Glass bead-
and swings into position easily. Screen may
be raised on tripod to desired heights to
7V2 feet and over on larger sizes by use Radiant Tripod Model "D"
of spring release catches, All mechanism
of high quality plated steel. Legs and Model D consists of a beaded screen
screen tube finished in black crackle. Closed mounted in metal case, pivotally attached
it presents a handsome compact unit. A
leather handle is attached. to tripod. Adjustable height by means of
spring friction clutch so that lower edge
measures from 17 to 50 inches above floor.

RAVEN SCREEN CORPORATION Hy-Flect beaded screen contained in heavy-

duty roller tube housed in crackle-finished
314-16 East 35th Street, New York City non-sag metal cose: permanently attached
Raven Screens have been in use in theatres of six different fabrics and eight types of to tripod. Leather carrying handle attached
and featured in industrial and educational mountings to meet a variety of problems. to sturdy clutch bracket; double-wall tripod
use for many years. With this experience, Screen materials include: Crystal Beaded, legs for rigidity. Screen sizes from 30" x
Raven's technical staff offers a current line Silvertone, Halftone, Witelite. and Opaque. 40", 40" X 40 ',
36" x 48", 48" x 48", 39"
X 52", 52" X 52", 45" x 60", 60" x 60". up
Raven Tripod Model 52" X 72". Zipper carrying bag of black
to
Constructed of strong but lightweight metal waterproof imitation leatherette optional.
tubing; easily set up; fold into neat com-
pact units for carrying. Height of screen on
standard model can be adjusted quickly;
gear operated model has efficient extending
mechanism opening screen to full height
with crank. All models attractively finished
in dark "crackle" enamel; both types
equipped with non-scratch rubber feet.
Radiant DeLuxe Model "A"
Screen surfaces include: white opaque,
silver beaded, white lite and
tone, crystal A carrying case model which sets up
in a

halftone. Sizes range from 30" x 40", 40" x few seconds for table-top presentations.
40", 36" X 48". 48 "x 48". 39" x 52". 52" x Simply pull up top wood batten and screen
52", 45" X 60" 52" 72" comes up evenly from high-tension spring
to x (standard
roller. Two end supports come up automati-
models); gear-operated tripod model sizes
cally to hold screen smooth and rigid. Con-
range from 45" x 80", 60" x 60". 54" x 72", tained in black leatherette carrying case
72" X 72", 63" X 84", 84" x 84". up to 72" x with leather carrying handle; nickel-plated
96". Screen surfaces same as "standard" hardware. Radiant "Hy-Flect" beaded sur-
models, seamed and unseamed surfaces face screen; sizes from 30" x 40" to 52" x
52". Other Ftadiant models include Tripod
vary according to size and type of material
Model "T", Economy Model "L", Box-type
desired.
Models "S" and "C" and Wall Type Model
"W".

THE
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1940-41
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EQUIPMENT REVIEW
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 FILM STORAGE EQUIPMENT Neumade Model "MM-16"
For storing motion picture films, the Inno-
vation Models offer a practical
NEUM ADE PRODUCTS COR PORATION solution.
(sectional)
Each section an individual cab-
427 West 42nd Street New York City inet for 800. 1200 or 1600 ft. reels, with
humidor tray and index cards. Model MM16
This well-known maker of professional mo- the 16mm. department. In addition to the
shown holds 17 reels of above sizes, with
tion picture equipment also specializes in cabinets on these pages, projection tables
film storage and handling equipment for and rewinders are described elsewhere. or without cans. Made of heavy gauge
steel with 3-point latching device. (Choice
of single drop or double doors - unless
Filmstrip Cabinet "MF-34" drop type specified, double door supplied).
Overall size 29" wide. 21 '2" high, 17" deep.
The wide range of duslprool and fireproof
film storage units begins with this small
but efficient steel filmstrip cabinet which
holds 34—100 ft. rolls of 35mm. width film-
Neumade Model "MM-55"
strip on reels. Index card holder for each
reel; door provides shelf when lowered. A self-contained complete film storage cab-

Equipped with humidifying tray. Cabinet inet which holds fifty 800, 1200 or 1600 fool

size 29" long. 14" wide. 10" deep. reels with or without cans, the MM-55 is

a film department in itself. Index cord

holder for each reel, removable drawer for
Filmstrip Cabinet "MF-6" humidification of cabinet or utility purposes.
Double interlocking doors have key lock.
A six-drawer steel cabinet to accommodate Overall size 53" high, 41" wide, 16" deep.
filmstrips of various lengths. Will hold over
300 of 1 '2" paper labelled lid cans of Standard finish: olive green enamel, bciked-
35mm. strips. Each drawer has six adjust- on, with polished chrome handles, hinges,
^liwp'
able dividers: two large index card holders etc. Other finishes available on special
for each drawer. Overall size 15" wide, 12"
order.
deep, 13" high. Finished in olive-green
enamel.* -—-ar^^ fConfinued on the next page)

They 'beat"
the Auto Shows
^ Long l>efore you see the 1941
OBlGl^f^UTY PIUS
models
cer Delineascopes are
at tlie Auto Shows, Spen-
busy giving
TECHNtCAl SKILI
ability. •

mirror a pmtlurers
thousands of dealers their first •

view of the new cars.

Just as motor car manufacturers GAVE
have, you may find that the pro- I.U. 8. NORLING PRODUCTIONS
jection of natural color slides is a ;;-„rR;si":m;r.s.oiH.R..o..c.s..
most effective way of introducing
a new product to your selling or- , A sound Motion ^^^^ j^^^"
ganization — or of re-vitalizing Three-Dimensional
Teclun
^^^^^^^^^^ ^^^^
chn^ier «<'- co.
their
present line.
sales presentation of your
"NEW DIMENSIONS"
Brilliant illumination is an out- 2 Wit.. Kodachro...
standing characteristic of Spencer
'S:n.ro;:i'''^^ets
inc.
Produced lor Coty.
projectors. Priced from $22.50 to
"GDLOU SONli"
$225. ..ATra..lo,u.oiVnu.ualPho,o,raphicBeau.y
Write to Dept. JSd for litera- :i.

ture on the instrument in which "WASHlNliTON,

VVrtniii Patriotism
i,^,^„.ri^^
you are interested.
Produced /<" ""^
""
Three-Dimensio>u.l V^\n^
\S innino
innin^
JK /or 514" * 4" or 4" x Another Crowd-'W
I- 1
/(( /e/(
5" slides, 1500 vatts; GK for 2" x produced /.- '/< ,

2" X 3\i" X 4" slides, T50 traits;

tor YOU" p.nn^w."""- «-'—'
and MK, MK3 for 2" x 2" slides,
loo lo 300 trails.
THRILLS
«i)ecial scUii'Si
1 t-

Spencer Lens Company I WHATEVER >"- '.'^'''V'l'ot: mu.t be your

„rol,lem. the film ^,;'; / °^ »ve is to mirror
Buffalo New York «'f
o

KEYED PRICE LIST SENT ON REQUEST

— STVVIOS
ToUCKS & NORUNG
Beccruse of changes in prices, ment and supplies without
etc., a separate price list of obligation. Extra copies oi
equipment covered in the this edition also available for '
street
1940-41Equipment Review is limited distribution at 50c per 245 west 55th
5-6974
published. Sent on written single copy; sent postpaid in Telephone: COIumbus
request to all users and pros- U. S. A. Included in sub-
pective users of visual equip- scription: 8 numbers for S2.00.

AN A U D
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I O-VISUAL
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IlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllllllillllllllllllllW
BUYER'S GUIDE
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 — —

Jill

FILM STORAGE EQUIPMENT

Neumade Model "MM-20"

Another Innovation Model which can be built up
like sectional bookcases is the MM-20 which holds
twenty 400-ft. reels; drop door, indexed card hold-
ers. Overall size, 29" wide, 14" high. 10" deep.

Sound Slide Film Unit

The Modern Unif for Consumer Selling
Explainette closed. Easy
to carry as a brief case.
Operadio equipment
used by euch nation
Chevrolft ^totor Car
Company
Frigidaire Division
General Motors Sales
Corporation
Vnited Motors Service
Oldsmobile Aulomobite
Company
Delco Heat Appliances
Toaslma^ier Division of
McGratc Electric Company
Chicago Wheel & Mfg.
Company
It alHO can do a real
for your own organization.
Neumade Model "MM-102"
A complete iilm department for storage of 100 reels
Light in weight. in price. Low
Compact in
size . Operadio Explainette is the vocal-
. .
or more is the MM-102 model. A large compartment
pictorial brief case of modern business. in base for movie equipment {18" high), five
Explainette weighs about 14 pounds includ- shelves above to hold 100 reels in separators. Index
ing projector, and measures lOH in. high, 11 card holders. A similar model is the MM- 100 which
in. long, 5^4 in. wide ... a unit a salesman
does not have storage compartment in base.
will carry because it gives him a powerful
dynamic selling tool with which to present
your products or services in a convincing,
dramatic manner to the ultimate consumer.
For storage and work facilities combined the DC-175
Note comparative size with
stand and telephone. and DC-200 Models are ideal (not shown). Re-
winders and splicers may be mounted on drop
doors, ample utility drawer space is provided as
well as storage facilities which may range from
80 to 120 reels or more.
Deluxe Storage Facilities
For complete humidification, storage protection and
Explainette simplified individual handling of prints or negative
with the top cover re-
moved ready to operate, stock, etc., the Neumade sectional cabinets offer
job
the ultimate in convenience and sturdy construction.

Communicate icith
ST cabinets holding 400, 800, 1200 or 1600 foot
If rite Your Sound Film Producer for Full Particulars, or
reels may be accommodated. Each compartment

OPERADIO MANUFACTURING COMPANY contains one or two reels with or without cans.
Built of steel, double wall construction throughout
Also makers of EXPLAINITONE. the larger sound sidefilm unit for group selling. with V2" air space between each section. Separate
Dept. BSIO. St. Charles, Illinois doors, handles and index card holders. Doors have
special reel carriage and close automatically when
All operadio Amplifiers and Infercommunicating Systems are Licensed by Electrical Research Products,
Inc., under U. S. patents of American Telephone & Telegraph Co. and Western Electric Co., Inc. reel is inserted. Made in units of 5, 6. 8, 10 or
12 compartments.

Other Neumade storage items include open iilm

racks (RK) and the small "Junior" line of 10 and
20 reel capacity cabinets holding 400 to 1600 toot
reels. Intormation on these and other models on

RAVEN SCREENS
request. Also projection and editing tables, le^
winders, etc.
1
R. M. McFARLAND & ASSOC.
FOR BUSIHESS 520 North Michigan Avenue. Chicago, 111.

The increasing importance daily of the business screen has brought Sound-slide equipment and supplies include needles,
lamps, shipping cases, screens, cords, musical rec-
with it the realization that no detail can be overlooked to provide
perfect co-ordination between, "lights, camera, action!", and Slidefilm Carrying Case
"OK—ship this order immediately." And between perfect pro- Record and Film Carrying and Storage Case
jection and the ultimate satisfying reception is the motion picture strongly built — snappy in appearance — grey or
brown tweed covering —will carry or store ten films
screen. It must be perfect. It must fit the requirements. It must and records. Da-Lite beaded screen in cover pro-
complement and justify all the painstaking eflorts that have gone tected against dirt and injury. Eliminates carrying
bulky, unsightly cartons and confusion of packing
into producing an effective sales film.
and unpacking before showing. Also available
without screen. Thousands now in use by Sound-
For many years Raven Motion Picture Screens have been acknowl-
Slide Film users.
edged among the finest. Wherever superior screening is demanded
there will you find Raven Screens. At the New York World's Fair
Slideiilm Storage Cabinet
Eastman Kodak selected Raven Screens from among all others for
Sound Slide Record and Film Storage Cabinet
their gorgeous Cavalcade of Color. No matter what size, no matter strongly constructed — finished
in walnut can be —
placed on your office desk. Will hold a minimum of
what model or fabric Raven Screens will fit your requirements. The 70 films and 70 records (16 inch). Seven shelves
for records and special drawer for films. Can be
extensive line of Raven .Screens stand ready to serve you. Your locked. Special library reference record card on
inspection invited. inside of lid. Lid slides back into case when
opened. Records stored flat which prevents warp-
ing. Size 13" high x 17" wide x 18" deep.

For special orders and complete injormalion on all models, sizes,

types oj mountings and quanlily discounts call or write Dept. Bsl. Send tor this tree reprint booklet!

"Solving Your Problems With Sound-Slide

Films" the series of articles which has been
appearing in Business Screen is now in
booklet form. Your copy awaits your re-
RAVEN SCREEN CORPORATION quest. No charge.
314-16 EAST 35th ST. N.Y.C.
 THE QUALITY PERFORMANCE
PROJECTION LAMPS
if The increasing use of color film and the growing size oi audiences OF THEATRE PROJECTION
attending showings has made illumination an important projection prob-
lem. Projection lamps are supphed by General Electric, Westinghouse and
Radiant Lamp as well as by the leading projection manufacturers.
WITH
Radiant specializes in concentrated filament
Radiant Lamp
Corporation lamps
signed
which a great majority are de-
of
use in commercial and profes-
for
Newark, New Jersey sional slidefilm and motion picture equip-
ment. Radiant spots, floods and photo cell
exciter lamps are likewise widely used.
Described below are a few typical Radiant
models.

35 mm. Projection Lamps

A lamp of many uses is the Radiant Stere-
opticon for 35mm. portable motion picture
projection. Specifications: Recommended ven*
tilation - -natural; Watts 500: Volts 100.
105. no. 115. 120; Bulb T-20: Base
Me-
dium Prefocus; Filament construction —
Monoplane; Initial lumen output 12750, —
Light life varies depending on usage; Mo-
tion picture projection — 50 hours; advertis-
I OUR film sales message will be more dramatic, more convincing
ing spotlighting 200 hours; advertising and much more powerful if the projector you use is capable of
projection 500 hours; advertising floodlight-
ing — 800 hours. All models are constructed
theatre quality reproduction in both picture and sound. Why take
of heat resisting glass. a chance? Project your valuable sound films with a DeVry and be
assured of professional presentations every time.

Slidefilm Projection Lamps Isn't it reasonable to expect a manufacturer who since 191.3

Shown (at the Radiant lOO-watl T-8

left) is has produced quality, professional 35 mm motion picture equipment
bulb monoplane filament lamp, available in
models for use with SVE, Argus. Burton, for Hollywood, deluxe theatres. U. S. and foreign governmental de-
Spencer, Bousch and Lomb, HoUoway. Lee.
Leitz, Agfa Ansco, Recordak and other slide-
partments, to build 16 mm motion picture equipment comparable
film projectors. to theatre quality?

Radiant Photo Cell Exciter lamps are avail-

Business showmen have long since discovered that the success
able for use in virtually all 16mm, portable why
and
Oi their films depends on the projector that shows it. That is
and 35mm. portable, semi-portable
standard theatre models. so many RELY ON DeVRY! It will pay you to try DeVry — too!
Radiant Stereopticons THESE LEADING FILM SPONSORS
USE DeVRY PROJECTION:
Unless the projector is fitted with a cool-
For.l Mot,,r ron.,...n.
ing system or heat-absorbing filters it is
not advisable to use lamps of higher than
normal light output as the increased heat
will damage the slides. A typical cooling
system consists a small blower, attached
of
to the projector housing, which directs a
blast of air against the slide. Heat filters
may be either water cells or heat-absorbing
glasses placed between the lamp and slide.
Shown here is a typical stereopticon ior
glass slide and opaque projection; a 1000-
watt T20 bulb, monoplane filament lamp
produced by the Radiant Lamp Corporation,
Newark, N, J. The lamps are individually
designed for use with Balopticon. Besseler,
Brenkerl. Brischograph. Coinomatic, Delinea-
scope. General Motorsign. Keystone. Koda-
slide. Leitz. National, Smithian, Stereomoto-
graph, Trans-Lux and Victor projectors.

8 mm. & 16 mm. Lamps

Some of projector models are
the earlier
fitted with the automotive type.
lamps of
Owners who wish adapt such projectors
to
to more powerful lamps should have the
changes made by removing the transformer
and lowering the socket a inch to correct '

for the difference in light center length.

The socket must also be rotated so that the
plane of the filament is perpendicular to
the optical axis. With these changes in
the projector, the 50- and 100-watt T-8 bulb
projection lamps shown above may be used
interchangeably. By the addition of baffles
to direct the air around the lamp, it is
usually possible to employ a 200watt T-8
projection lamp for greater illumination.

Radiant has also designed the new 300

watt miniature biplane projection lamp to
replace standard 300 watt single contact
bayonet candelabra base lamps used in
8 and IGmm. projectors. Approximately
one-third greater screen illumination.

- BUYER'S
ll!lllll!lllllllillllll)lllll{|||||{||||||||||||||||lllll{illllllilllll{|||||||||||||{|||||IH^

GUIDE
 MINIATURE PROJECTORS
(Coniinued from Page 34)

Spencer Model "MK-3"

Same as Spencer Model "MK" previously described
but features 300-watt illumination. In this 300-watt
instrument, a fan cooling attachment forces a vol-

Licensed by Electrical
ume of cool air across the slide and through the

Research Products, Inc., lamp house. The motor-driven fan is housed in the
under U. S. patents of special added base shown and affords full pro-
American Telephone and tection against additional lamp heat to the films.
Telegraph Company and "MK-3" has a three-element condensing system and
Western Electric Com- an efficient heat-absorbing glass. Has universal
pany, Inc.
motor and rheostat for controlling fan speeds.

STILL PROJECTORS
PICTUREPHONE These instruments are especially useful
of larger slides,
for showing
opaque materials such as diagrams,
charts, etc. Address manufacturers
ther details, specifications, etc.
for fur-

A radically new departure in sound slidefilm projection Spencer Delineascopes

equipment —a different principle of design For showing opaque materials or standard-size lan-
tern slides, these precision-made Spencer Delinea-
The Picturephone type of flat construc- located on operator's side of case, where scopes rank high in projection quality. The Model
tiongives even distribution of sound in it is most convenient. Fourteen other "GK" isespecially useful for the showing of fine
the junior models. Case is completely advantages. color work in large halls or before convention
enclosed- —no outside doors, grills, or groups, etc. With Models "V or "VA" the busi-
fittings that can admit dirt or moisture. ness or educational user may show any charts,
The Picturephone built-in screen and MODELS A and AA PICTUREPHONES diagrams or other opaque subjects of interest to
shadow-box make possible a good pic- are for largest sound slidefilm audiences. the observer. Lantern slides may also be pro-
lure in an undarkened room. Carrying Twelve-inch speakers — 300-waH S. V. E. jected.Model "VAC" projects micro-slides as well
capacity for eight and films.
records projectors with automatic re-wind. Can as opaque material and standard lantern slides.
Records are protected against warping be used as public address system. Play
and breaking. S. V. E. Projectors assure records at 78 and 33 1 3 r. p. m. Outlets
the utmost in illumination. Projector is for two speakers.
Spencer Model "GK"
Made in eight sizes^a size for every purpose — by
Model "GK" Delineascope is a 750-watt projector
0. J. McCLURE TALKING PICTURES for 2" X 2" or 3V4" x 4" color slides {or black
Ills West Washington Blvd.. Chicago Telephone CANal 4914 and white). Its special value lor color projection
is enhanced by an ingenious cooling system to
protect delicate color material and by effective
optical design to provide fine image quality. Pro-

AT TOP SPEED jection lenses 2 '2" diameter

produce screen images

and 6*2" to

of suitable size at distances

24" focus

BY NATION-WIDE from 10 to 100 feet. Elevating legs, hinged lamp-

house, demountable condensing units, non-sagging

Railway Express! bellows.

carrying case.
Cooling fan has rheostat. Includes metal

Spencer Model "D"

Especially designed for lantern slide projection, this

500-watt instrument is for classroom or lecture use.
Features tilting and elevating adjustments, reading
light, slide with automatic lifters to aid
carriers
changing, spiral focusing adjustment, hinged lamp-
house, carrying handle and lamp-house handle of
non-heat conducting material. Non-sagging bellows;
projection lenses of 51-2 to 18 inch focus without
Railway Express rushes releases by and they are dehvered f.ist trains
change of condensers.

promptly to clubs, conventions, theaters, schools, private homes and wher-

ever you've routed them. You get this service at low RAILWAY Express
Spencer Models "V", "VA"
rates, and without extra charge for pick-up and delivery in all cities and prin-

cipal towns. Use RAILWAY EXPRESS for all your service shipments— films, For the business lecture or for general educational
purposes where photographs, diagrams and draw-
trailers, stills, posters, promotion material— everything that requires top-speed
ings, rough layouts, charts and all other types of
handling. A phone call brings us to your door.
opaque materials may be profitably employed, the
Models V and VA are used. Slides, lilmslides and
For super-speed use AIR EXPRESS microslides mayalso be projected with this versa-
—3 miles a minute . . . Spec/ti/ pick-up — Special delivery tile 500-watt Will project copy units 6" square.
unit.
Rheostat controlled cooling fan, elevating legs.
Filmslide and microslide attachments, etc., optional

Railwa
AGENCV ^Wr INC.
XPRESS extras.

NATION-WIDE RAIL-AIR SERVICE Address Spencei Lens Company, Buitalo. N. Y. for

compiete de(aiis and iJJus(ra(ed cafaiog, prices, etc.
 —

Bausch & Lomb Model "ERM"

Especially designed for projecting opaque mate-
16 mm J^<Luitameni
rials, either in black and white or in colors. Model
"ERM" is a 500-watt instrument. Will project flat
or even solid objects such as geological specimens,
for the
flat mechanical parts,
14" focal length or of 4" diameter and 18" focal
etc. Lenses of 3'2" diameter,
COMMERCIAL FILM LIBRARY
length supplied; subjects up to 6" x can be GW SPECIALLY DESIGNED FOR THE BUSINESS
projected in entirety. Built-in blower cooling system.
FILM USER. THE RESULT OF MORE THAN
24 YEARS OF EXPERIENCE SUPPLYING
THE MOTION PICTURE INDUSTRY.
Bausch & Lomb Model "LRM" •
Your valuable films require and deserve proper care and
Projects either slides or opaque objects. 14" focus
protection or they soon lose their effectiveness. When filed
lens of G'z" diameter for opaque objects; 7" focus
lens for slides. Larger if necessary for projection
and preserved in special film cabinets they last for years.

of more than 20 feet. Also a 500-watt projector

with built-in blower cooling system; balanced illu-
NEUMADE CABINETS ARE:
mination between slide and opaque projection. DUSTPROOF ALL STEEL HUMIDIFIED
FIREPROOF INDEXED TAMPERPROOF
•
Professional Equiptnent for Professional Results

EVERYTHING NEEDED FOR:

FILING SHIPPING CLEANING
Bausch & Lomb Model "AA" EDITING STORING HANDLING
A simple and compact instrument for micro-projec-
tion, permanently aligned, and suited to a great — Complete Film Equipment —
variety of work. After the light source has been
CABINETS • REWINDERS • SHIPPING CASES • PROJ. TABLES
centered, it is necessary only to set the projector
according to the translucent chart on the water cell CLEANERS • SPLICERS • REELS 4 CANS • REWIND TABLES
holder, insert the specimen and focus. The chart FLANGES • CEMENT • LEADER • MEASURING MACHINES
shows readings for 32. 48 and 72mm. Micro lessors
and 32, 16, 8 and 4mm. Achromatic
Objectives.
SP:>D for CATAHtG
These optical settings cover all general micro-
problems. A water cooling cell is fur 16 mm ^^^^^ ^^^^i^ppipi^pi^^v 0^^^^ 35 mm
I ms£
projection
mounted just back of the substage condensers to
protect specimen material from heat of light beam.
^numaHe^
PRODUCTS
for

(VEST 2-STREET .

FILM REWINDERS AND REELS K'eyed Price List tor 1940-41 Equipment Sent on Request
Address: Screen Service Bureau, 20 North Wacker, Chicago
NEUMADE Rewinding and DeVRY Rewinder iiiiiiiiiiiiiiiiiiiii
Editing Assembly Unit Accurately geared, ^iiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim

Rewinding and editing sturdily -built. Turn-

board complete with two screws adapt it to in-
geared end RW-1 (IGOG ft.) stant use anywhere.
rewinders, HM-6 Griswold
Jr. Splicer, cement holder
and applicator all mounted
on weighted porcelain
panel, 40" long, 13" wide. large addition to our studio-laboratory

demanded bv increased volume of business.

NEUMADE Power Drive
Rewind Assembly Unit
Motor driven r e w n d e r, i

connected through variable

NEW FILMS PRODUCTION:
1 speed control, foot oper-
ated, equipped wi'h throw-
out clutch for reversing
film with geared rewinder.
I
i
1
HoRMELS

Tki axTraer Coal Co.

IN
Deere & Co.
|
1

|
MODERN PROJECTION STANDS 1 ScHUTTER Candy Co. 1

1*1
DALITE Projection Stand.
1 MiN.NEAPOLlS-MoLINE g
Consists of a AMPRO Projector Stand
tripod and choice of No. 1or No. 2 tables. Model
Table No. 1, designed for silent projectors,
Portable for fieH
1 Rlssell-Mii.ler Milling Co. =
use, of sturdy all-metal
12" long and 5" wide, with adjustable side construction Collapsii-ie, —
clamps. Has worm gear tilting device. Table Telescope Type to facili- 1 National B\tterv Co. J
No. 2, 12"x20". will accommodate most sound tate transportation and
and slide projectors. Non-tilting but rota'es. — Rigid — Conveni-
s'orage 1 Minnesota Valley Canning Co. 1
ent Utility Tray- -Adjust-
able Legs — Height 41" 1 International Harvester ('o. g
Folds 10'2"x21'2"x3"
flat
—Weight 24 pounds.
1 Our 'iOlli Year Producing Commercial Motion Pictures g
NEUMADE Projection
Tilt Table T-134
of heavy
Sturdily
gauge
shelves
built
steel,
for
Top will tl!
two rigid
reels, projec-
I
RlYBELl FILMS. liC. |
tor case, etc.
1 sales films • MINLTE MOVIES • SLIDEFILMS g l\

to any angle up to 10"

rise, smoothly and evenly
I ST. PAUL MINNESOTA |
by two sets of spiral gears
controlled from one hand
wheel. Adjustable bar pre-
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AN
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AUDIO-VISUAL
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if In the convention hall or wherever exhibits of products and ideas are Ampro "Continuous" Models
held, the motion picture and other visual media help tell the advertiser's
(A Product oi the Ampro Corporation)
story faster and more thoroughly. In the retail store, too, modern exhibits
Seven continuous projector models featured
of merchandise and demonstrations of manufacture aid in selling goods. in Ampro Four are continuous units for
line.
For all these purposes an entire field of specialized eguipment is described silent feature sound. Unit pic-
film; three
tured is CSS, from large cabinet model
for the guidance of display, sales promotion and advertising users. which shows 400' of continuous talking pic-
tures on a screen 15" by 20". Projector is
Amprosound Model U. Other sound units of
CONTINUOUS MOTION PICTURE EQUIPMENT 400' and 800' capacity installed in portable
sound-proof suitcases with 10" speaker in
separate carrying case. 750 illumination
Specialistsfor more than 14 years in the
general. Sound models operate on AC (DC
Advertising Projectors, Inc. manufacture of continuous projection equip-
on 150 watt converter); silent models either
ment, displays and special automatic pro- AC or DC. A product ot The Ampio Cor-
10 West 33rd Street, New York jector units.
poration, Chicago. Illinois.

Automotion Model "A-2"

The Automotion projector illustrated is
Bell & Howell "Continuous"
Model A-2, which is preferred lor perma- fManufacfured by Bell & Howell, Chicago)
nent installations of exhibits or sales dis-
plays, and may be utilized as a straight
An 800 ft. continuous attachment of unique
design is offered by Bell & Howell for use
projector with continuous operation by de-
with Filmo and Filmosound Projectors; shown
taching the screen and arms. Automotion
projectors come completely equipped with
mounted on a Filmosound model 138. The
self-contained screen and apparatus entirely
attachment is for use with 16mm. films,
either sound or silent. Eight hundred feet
enclosed in case preventing exterior dirt
of sound films, at 24 frames per second,
and objectionable noises, or detraction to
provides a 22 minute showing; silent film at
the viewer by open apparatus.
16 frames per second provides a 33 minute
showing, before repeating. Showings of
these extra lengths are very much desired
by those exhibiting at (airs, conventions, etc.
Automotion Model "A-II"
Model All illustrated here is the Auto-
Contimovie Attachment Unit :^sgmm0
motion projector for portable exhibit use and
is capable of heavy-duty service. Shows The Contimovie is a continuous film rewind

up to 400 device attached to any type of projector and

color or black and white film,
designed to eliminate wear on film. Inde-
feet in length continuously, any number ci pendent concentric discs of the horizontal
desired hours, without attendant. turntable prevent binding of film. Drive of
discs supplied by oil-less friction discs;
speed controlled automatically by weight of
film. Continuous principle eliminates ten-
sion on film and permits use of any quan-
tities of 16 or 35 Mm. sound or silent. Sizes
up to 1600 feet are available larger capa-
cities to order. A product ot the Contimovie
Automotion-Mechanism Sales Corporation 347 Madison Ave.. N. Y. C.

Patented belt drive conveyor feeds film

without use of sprockets. Optical system
equipped with 500-watt lamps, rhodium
heat-proof reflector, fan - ventilated lamp
house. Mercury switch shuts off current in
case operation is interrupted. Automatic
oiling.
The Automotion projector
field, serving
play equipment. At the Socony -Vacuum
Exhibit. Radio City, New York, four of
these projectors have operated continuously.
twelve hours a day, seven days a week,
for four and one-half years. In addition to
the exhibit model, there are lour additional
models built for portable exhibits.
Victor "Continuous"
(Victor Animatograph Corp.. Davenporti
The Victor portable continuous projector pro-
vides complete silent or sound piciures at the
turn of a switch. According lo the manufac-
is a pioneer in the turer, it eliminates operating "headaches"
national users of visual dis- and high upkeep costs previously associ-
ated with continuous motion picture projec-
tion, a patented "advance-feed" principle
that provides positive regulation of the
amount of film fed from the magazine to the
projector intermittent, does away with strain
on the film, prevents binding and breakage,
and minimizes surface wear.

Automotion-Model "SM"
CONTINUOUS STILL PICTURE EQUIPMENT
(New hgh(weigh( continuous piojectoi)

The latest Advertising Projector develop-

Advertising Proj Model "CJ"
ment is the Model "SM" 16mm. Salesmen
Continuous Projector. Presents 12-minute (Product of Advertising Projectors, Inc.)
film of either black and white or color.
Another innovation of the Advertising Pro-
Uses inexpensive 100.- 200- or 300-watt lamp
jectors {New York City) line is the Model
for either rear or front projection demonstra-
CJ IGmm. Continuous Slide Projector. Par-
tions. Has self-contained screen; including
ticularly designed for national advertisers
film for 12-minule showing; weighs less
desiring visual display unit for window or
than 20 pounds in self-contained carrying
counter display use at lowest cost. Shows
case. Equipped with Universal AC or DC
single-frame 16mm. pictures using 200 or
motor, adequate ventilating system. Primar-
300 watt illumination. Cabinet only 12"
ily for showings to the individual customer
wide by 16" high. 15" deep, producing a
or smaller groups under normal lighting
picture on self-contained translucent screen
conditions.
8" X 10".

For specia! equipment designed to meet ex- A keyed price list ot all models shown is

hibit problems address the manuiacturer supplied on written request to Business Screen.

THE
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1940-41
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 Bausch & Lomb Model "AU"
iBausch d Lomb Optical Co., Rochester. N. Y.)

This automatic "Bolopticon" projects lantern slides

(standard size) continuously upon a screen. Slides

are automatically changed every few seconds. Dis-

play cabinet shown can be easily removed for

conversion into projector loi auditoriums, outdoor

advertising, etc. 500-watt projector lamp standard;
1000- wait recommended for unusually long dis-

tances, etc. Size of cabinet. 49^4". width, 21".

Picture size 16 Vz" x 18". Minimum slides, 18; max-

imum capacity, 70 slides. AC or DC operation.
Uses either U. S. or British standard lantern slides.

DeHaven Iconovisor THE SOUNDMASTER PROJECTOR combines utility and beauty in appearance and
performance. Sturcjy aluminum alloy construction and many new orit^inal imntre and
sound developments are featured but prices remain within reach of all potential users,
(The Automatic Slideiilm Piojectoi Unit)

An electrically operated Automatic Slidefilm Pro-

jector, for continuous operation —no operator neces-
sary. Patented Streamlined Design. Projects stand-
ard single frame slidefilm width either in roll or

loop form. Takes looped films up to 35 frames 16 mm. TWIN MOTOR SOUND PROJECTOR -

under normal conditions, bu' an unlimited lenglh

may be inserted if lid is left open. Time in-
FAR BELOW WHAT YOU EXPECT TO PAY
terval for pictures easilychanged by hand. Also FOR ALL THESE OUTSTANDING FEATURES:
available with steady continuous movement of film .r. j., Hi.ih I ,ni,l„. III,, lt,il;n,,d H„ttfr El,
Distributed nationally by
tian and idvm •itccha ilizers on Sound Head
for special applications.
»l far Itoth
• .S. 'par, e t'uhlic iddrt-** Svstem .idaptei
Marks and Fuller. Rochester. New York. • Reteme^ Film and iutomaticnUy Re- ird/i Record Vuker and Rerun
Kinds vithout Chant^in-i Bells or Reels Ptay.
• Saves Film uHh Floatinsi Ten>.ion Pres-
DeHaven Iconovisor —Open •
sure Gate and Reces-sed iiuides
litlomalic Loop Setter
•
•
tirplnne
ttill
Type Luaga^f
Shott a Still Pitt, Indefiniteh

(For either manual or automatic operation)

TjERE projector-value of 1941! These new Soundmaster fea-
IS the
The following uses have been listed for the tures clier the latest in 16 mm. quality sound and pictuie repro-
DeHaven and other continuous units: (!) Exhibits duction: separate motor operation of ventilating and of film advancing
and conventions; (2) Itinerate displays (windows, mechanism to assure maximum cooling and even, flickerless perfor-
counters and by demonstrators); (3) Sales Promo- —
mance straight-line, simplified film threading and convenient
tions, special sales, etc.; (4) Illustrated Lectures. controls —
vibration-proof sound amplification from separate balanced
The DeHaven Unit features streamlined appearance, amplifier unit. These and other features
Soundmaster
is fully automatic, has forced ventilation for cooling Record provide maximum screen brilliance, quality
Player
and is compact and portable for ready shipment With iLinli-n-
sound reproduction and sturdy, dependable
and carrying in the field. Exclusive distributors: ilcltly inauiiflk'
performance. Soundmaster's separate ven-
im'hup for use
Marks & Fuller. Inc.. 44 East Avenue. Rochester. Willi amplifier
tilation unit makes possible lOUO and 1200
uiui shown at
New York. Kftiills
watt illumination, protects film. 15-watt
balanced amplifier; governor-controlled film
advancing motor; 2-inch F 1.65 lens; 12-inch
Projects up to 350 single frames of 35mm. film auto- speaker. All included in two carrying cases
matically and continuously at predetermined inter- weighing 35 lbs. each.
vals (1, 3. 6 or IG sees.). Automatic rewind and re-
mplete details
mote control switch available. Standard units oper-
the Equipment ew pages ,J this
ate on 110 volts, 60 cycles. 3" lens; 200-watt lamp.

THE SOIINDMASTER AMPLIFIER & SPEAKER are in a separate unit assuring

vibration-proof performance. Add an inexpensive microphone and obtain a ix>rtable
Selectroslide public address system by using regular speaker and amplifier unit thus doubling utility.
(Shows Kodachrome slides, etc.. automatically)

For automatic projection of 2 inch sguare glass

slides — full natural color or black and white. The
magazine of the Selectroslide will hold 48 slides.
It operates by set automatic control over long
periods of time, with no attention required- -or by
remote push button control. Sound equipment may
be attached. Manufac/ured by Spindler and Sauppe.
86 Third Street. San Francisco. California. Distrib-

uted inNew York by £. Leitz, Inc.. 730 Fittb Ave-

nue. New York City.

S.V.E. "Continuous"
(Continuous, automatic slideiilm projection)

S.V.E. 250-watt Automatic Picturol Projector for pro-

jecting slidefilms continuously and automatically.
Recommended for window display, convention
booths and general advertising. Specifications i-^-
clude: 1, 200 frames or pictures can be shown in each
strip; 2, 250-watt Mazda prefocused lamp. 3, S.V.E.

releasing mechanism, assuring prevention of rubbing CLASSROOM LABORATORIES, l»C.

marring film emulsion; equipped as standard Chicago. Illinois
cr 4,
108 East Ohio Street
w.th 2' a" objective lens; 5, patented heat absorbing,
A product oi the Society for
Telephone: SUPerior 5778
heat resisting filter.

Visual Education. Inc.. 100 East Ohio Street. Chicago.

AM
II iiiiiiii I iiiiii II

AUDIO-VISUAL
I inn 11 II II II I II I

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BUYER'S
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IMPROVING SOUND -SLIDE REPRODUCTION

• Sales.MEN who have, • For proper presentation of
26 MILLION through neglect or otherwise,
been forced to listen to their
sales messages come off the
sound slidefilm programs, the
choice of a proper needle is of
PROVE
TO
IT

PEOPLE IN THE U.S.A. utmost importance. Regular YOVRStiri

record accompanied by scratch-
ing, distortion, and other out
phonograph needles wear down
Attended of order noises in the pros- records, do not give good re-
pect's office know only too well production. Even "shadow-
Showings of American the value of using a good nee- graphed" and other customary Write ior your free
dle with the proper character- sounti slidefilm needles should 5" X 7" sample of
Business Pictures istics. be used only once. (he BRITELITE-
Presented by More Than That record needles have At the end of the showing, TRUVISION WIDE
"characteristics" should not remove the needle from the ANGLE SCREEN
come as a surprise. After all,
10,000 ORGANIZATIONS the needle is the transmission
pick-up arm never leave a — DELUXE A MODEL
30 I 40— $15.00
FABRIC and Re-
Other flecfion Test Chart.
medium between the modulated needle in the arm when the sizes
SI3.00 to !57,50
Having Their Own record groove and the repro- machine is packed up for car- Whether you like
ducing unit. rying or shipment. a Box or Tripod
Up-to-date Model, we
The photo-micrograph of chal-
Fig. 1 shows a needle with ton HOW NEEDLES WEAR: Fig. 1
lenge you to find
sharp a point for the proper top) shows point of needle too stiai'p
I

for proper coupling to record groove.

any other SCREEN
coupling to the groove. Not Fig. 2: point too broad (shouldering- which will give
only will the needle "shimmy" damage to groove walla). Fig. 3:
Point of needle shouldered due to equal projection
and damage the "high fre- excessive wear. Fig. 4; Needle with
NU-MATIC SCREEN
quency" groove modulations tipped radius to properly fit record 30i4«-SI7.50 quality at all
groove. Fig. 5: Ordinary phonograph Other slfes angles sharper
hut, by virtue of the sharpness needles wear down quickly form — itI.TS to SJ8.50
. . .

They Secured Their of the point, may also dig up sharp edges, causing rapid record
wear.
definition, no glare,
the groove bottom for some dis- halation or distor-
Film Programs From . . . tance before the point is worn tion. Best for black-
down by friction. This results and-white or color.
in poor tone and distortion.
The "high frequencies" of a NO GREATER
COST!
THE Y. M. C. A. voice give
liance in
clearness or
reproduction.
bril-
See the Brltellte
Re-
corded sales messages depend Lltie of Screens, Re-
MOTION PICTURE BUREAU on the quality of the voice and Hecfors, Spotlights,
19 S. LaSalle Street 347 Madison Avenue inflections of speech to put Utility Caioi, etc.,
CHICAGO NEW YORK over a good story. Since the TRIPOD SCREEN at your dea/er, or
351 Turk Street greater portion of the recorded 30x40-515.00
Other jiies wrife for Catalog
voice is in the upper frequency
SAN FRANCISCO range, it can be understood
Sie.50 to )3S.OO
and Test Package.
'/hy it is necessary to repro-
duce the record with clearness MOTION PICTURtSCRetK BBmiltl
and no distortion.
.,3i\
<.»d ACCE$SOIllES CO., INC.
W.»tM.d St., M*w York Cify
JTSI '*'
Fig. 2 shows a needle with
too broad a point. The needle
rides the top of the groove, is
poorly coupled to it, and also
has a tendency to erase the PROJECTION SERVICE—EAST
higher frequency groove modu-
lations by riding through them i^^—^^ A COMPLETE —^^-^^
YOUR CAR NEEDS in a straight course.
MOTION PICTURE DISTRIBUTION SERVICE
ALL 4 WHEELS The Photo-Micrograph of
Fig. 3 shows a needle that has
In
tures.
dll phases for Theatrical and non-theatrical pic-
The non-theatrical service includes supplying
"shouldered" due to excessive projectors, screens, operators, etc., and transportation.
And your motion picture films
wear. It not only completely
need all 4 FEATURES of ADE- fills the record groove, thus re- King Cole's Sound Service, Inc.
QUATE FILM PROTECTION stricting free motion, but also
203 East 26th St., N.Y.C. Lexington 2-6781
rests on the record surface. It
INTERNAL hocal operating points in upper N. Y. — N. J. and Conn.
I, SOFTNESS. cannot reproduce properly be-
To resist heat and cause of the added pressure at
dry air.

EXTERNAL the sides, and will damage the

TOUGHNESS. top of the groove.
To
and
SURFACE
resist
stains.
scratches
Fig. 4 shows a needle with
correct tip radius to properly
NEW ENGLAND
3. LUBRICATION. Complete 16mm. Motion Picture ~
To fit the groove, and an included tHToughout New England. Cor.,,
resist wear and
sprocket. strain. point angle which permits free erators, excellent equipment and the
PERMANENT i_ j_
motion of the needle at
. _
handle your
jjgssaj-y (q dis-
4. IMPREGNATION. all re-
._ __lems properly. _ _
To resist loss
of corded frequencies and ampli-
protection in clean- tudes.
ing.

Any three features without all 4 are no better Ordinary steel needles wear
than three wheels on your car. Genuine im- down quickly vrithin a few
pregnations, with SEPARATE chemical
vapors turns of the record as shown
each doing its SEPARATE job, give you effect
fiveA FEATURE FILM PROTECTION in Fig. 5. This forms sharp
against
CLIMATE. WEAR, SCRATCHES OIL DIRT
WATER and FINGER MARKS. edges, causing rapid record
wear. Since sales records run PROJECTION SERVICE—WEST
Better Photo Finishers Offer from 3 to 15 minutes duration,
VapOrate protection for still
it is essential to use needles
nefiatives.
which will give long life with
proper points so as not to dam-
ALLIED FILM EXHIBITORS, Inc.
age the record grooves. 672 South Lafayette Park Place Los Angeles, - Cal.

vap^Cj.rate The Permo - Point needle,

shown in Fig 4, is made with
EXHIBITORS OP leMM. INDVSTRIAJ. AND
PUBIiIC BEI-ATIOlrS FIIrMS.
Osmium, Ruthenium, and Rho- 56 exchang'es serving: 250 commnnities in the
BELLiHOWELL Western Trading* Area.
VAPORATE CO., INC. CO. dium tips, ground to proper ra-
1801 Larchrnont Regional oftVo
130 W. 46th St. Ctiicago dius and is wear resisting,
New York City
716 No. La Brea gives long life and reduces SAN FRANCISCO • FORTI.AND • SEATTLi:
t-lollywood
record wear to a minimum.

THE 1940
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41 EQUIPMENT REVIEW
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FILM TREATMENT
& PROCESSING
I
COLOR SLIDE FILMS? I
I of Course |
M Bv ilie Patlie-.cope nielhod. A process |
M which we have developed to give ex- J
M celleni color at black-and-uhite prices. J

p -^ Using any standard 35 mm equipment.

M "At All the prints you want.

M ir No gadgets — just 35 mm film.

M ^ No splices.

M 'k Costs no more than black-and-white.

p Of course we make bhick-and-v*hile

= films as well as color — both motion and
M slide, sound and silent — and have been
^ making them for over twenty-five years.
= Ask fur denutnstration. I\o obligation.

I THE

I PATHESCOPE
CO. OF AMERICA, INC.
i
I 580 FIFTH AVE.
I N EW YORK, N. Y.
1 PRODUCERS Of
I MOTION PICTURES • SLIDEFILMS
I SOUND & SILENT |
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EMBLEM OF ^^^cTj^ CONFIDENCE

 : —
iillllil

YOUR SOUND-SLIDE FILM PROGRAM

WHAT, by R. M. McFarland electrical connections.

sviow • The Sound-slide film has yet

^0 to be made which does not sell
someone — something.
INSURANCE? The effectiveness of any film
and of the entire program de-
You arrange for insurance covering
pends upon two important fac-
— tors — a well made production
— — —
property ac:iden_s lire bad debts every-
thing except the results you want for your
designed to effectively meet
your problem and its proper
investment in motion pictures.
use in the field.
Assuming that your produc-
INSURE tions are the best obtainable,
two further factors must be
the prestige of your company and products
as reflected in your film shows by NOT taken into consideration before
placing your programs in the
SHOWING film that is scratched and
—
"rainy" which occurs from normal usage. field. First, your equipment
the sound projector and acces-
In the long run, you
THROUGH RECONO sories.
will find it a decided economy
you can have restored to good condition to buy the finest equipment.
all film that shows signs of wear on the Once your program is in the
screen. field, the responsibility for its
successful use rests entirely
ONLY RECONO removes scratches
upon the shoulders
and "rain" from both sides of black and
salesmen who show- the films
white and color films—both 35 mm. and The manner in
to the buyers.
16 mm. which each showing
ITri/f far jree trial nffer:
determines whether
asset or a liability to the sales-
man and your company.
AMERICAN RECONO, inc. following suggestions may be
YEARS OF SERVICE TO MAJOR HOLLYWOOD PRODUCERS helpful
245 West 55th Street New York, N. Y. (a) Place projector on a
firm table or other base as
nearly as possible on the same
(c) Threading Projector —
Both the lens and film gather
dirt and dust through projec-
tion and handling. These spots
are always magnified on the
screen. So, before each show,
cnlr DOES YOUR
the film and lenses should be
RECORDED SALES MESSAGE
cleaned with a dry photo
chamois or a soft clean linen SOUND^
handkerchief. Never touch a
/
hot or warm lens with a moist-
Put that extra punch in your recorded sales
ened cloth. Now place film in
magazine (1) through film
message wilh clear, concise sound reproduction.
Use FIDELITONE, the trouble free. long life,
slot, (2) on sprockets (-3) and
hold firmly against sprockets
needle —
do away with constant needle changing.
With a FIDELITONE needle your salesman
when you close the gate. Then and your prospects will hear and understand
focus and frame.
all of the sales message on the record.
(d) Room Set pro-
setup.
jector so that it shoots into
the light rather than with it.
PERMO RECORDING STYLI
Will record the entire frequency range with ab-
Darken the room as much as solute faithfulness. Recording Engineers praise
possible. Seat your audience Permo Recording styli for their clean, quiet
at least 8 feet from the screen cut grooves-— try Permo on your next recording
and keep them within a 45° and increase the efficiency of your sales message.
of the
angle of the screen.
(e) Film. If the film is
is made
dirty, place a few drops of
an carbon tetra chloride on a
it is
clean photo chamois, wipe the
The film, then dry it. The film
should not be allowed to fall ^%^>^
on the floor, but rather should
unwind into the lid of your PERMO PHODUCTS CORPORATION
Manu/ocfuri n? MetallargiHi
equipment, placed on the floor
immediately under the projec-
6415 RAVENSWOOD AVE ^ CHICAGO, ILLINOIS
fOllfT

tor. Some projectors now have

level as the screen. If the pro-
a mechanical rewind.
jector is not level, it should be
(f) Volume. The amount of
PROOF OF THE PICTURE builtup as necessary by plac-
ing paper under the legs. volume needed depends on size
and acoustics of the room and
PRODUCER DIRECTORY
IS IN ITS PROJECTION (b) Check electrical current
—is it AC or DC? Set the number of the audience. The
A good slide film or motion picture demands proper
toggle switch on top of the objective is good clear volume,
projection. And proper projection demands a good
lamp. The Radiant Lamp Corporation specializes in machine accordingly. Now your neither too low nor too loud.
concentcated filoment lamps for exacting purposes This is impor-
checkup shows no sound is- (g) Pace.
—mokes more projection lamps rtian any other kind.
suing from the speaker after tant in the showing of a sound
Radiant — standard equipment on many leading
machines— gives brilliant, economical performance. the 20 to 30 second tube warm- slidefilm. The voices and music OUALITY PRODUCTIONS
Plan for replacement now— see your dealer today up period. What to do? Check are recorded at 33-1/3 revolu-
and ask for Radiant, the Precision Projection Lomp.
BLACK & WHITE U IN COLOR
youi' current again. If still no tions per minute. If the repro-
• sound comes out, reverse the ducing equipment is not run-
FREE: Lamp Guide, giving explicit lamp require-
polarity by giving the plug ning exactly at this speed,
ments for virtually every pro/ecfor in current use.
in the wall socket one-half voices and music will be too 'OJiM{rc)(ni^
ire is no charge or obligation. turn. Make s'l'.re the radio slow and the growing will
Division of
tubes are all lighted and firmly drag; if the speed is too fast,
in their socket. Next, check all the voices will not be clear.
CORPORATION
Dept. IS -I Newark, New Jersey Out of the Chicago jaclory oj the D I'ry Corporutwn rolled
these sound trucks last month, six oj a fleet of thirteen,
equipped with DeVry Ibmm. Interpreter sound proj.-clors
and pahlic address equipment for use by the Republican
\iiliiinal Commillne durinfi the current presidential campaign.
SAFEGUARD YOUR FILMS
INSIST PROTECT
ON 16 RECORDS
FIBERBIIT AND FILM
SHIPPING WHILE
CASES IN TRANSIT

SITUATION WANTED
Photographer —
Slidefilm. Four years'
experience making' 25,000 stei'eographs
(including Kodachromes) and managing
photographic department for a sales corpo-
ration of internationally known educa-
tional products. Age 31. College graduate.
Christian. Married. Excellent health and
references. Free to go anywhere, prefer
East.
Box 14-C, Business Screen, Chicago, 111.
 .1 iiiiljiliililp

:
:::"••

_ * "
*• Z .A •*•

* 3 J

THE CIVIC
R T
OP[ll^
H
BUILDMG
ACKER
AT CHICAGO'S
DRIVE
BUSIHSS CENTER
 THESE are the halls of learning where
most people obtain the greater part of
their education. Motion picture exhibitors
are happy to oblige their patrons by pre-
senting first-class commercial produc-
tions of high educational content. (Special
emphasis must be kept on the term "first
class" productions.)
Consult the theatrical distribution de-
partment which operates nationally in
this field with an experienced field staff
devoted exclusively to distribution work
of this highly specialized character.
Nothing less is required to market the
best of merchandise in one of the world's
most competitive markets.

iere*s nothing Avrong with American business that better salesmanship can't cui

Sales Meetings
e JAM HANDY Slidefilms • Talking Pictures
On^anl^atlon
. Convention Playlets
New York Hollywood Chicago ^ Detroit Dayton ^ Wilmington
9 West 44th Stre<l 7046 Hollywood Boulerord 230 N Michigan Boulevard 2900 Eait Grand Boulevard 702 MutualHome Building 922 Shipley Street
VAnc(erbi;( ii2S0 HEmpslead S809 STAl» S7Sa MAdJion 2450 ADams S3B9 W/lininglon 4-2401
 41- 79

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