American Cinematographer - September 1968 - 78

"THE NEW DIMENSION"

Ray Mercer8.Company

Continued from Page 701

One of the mistakes that we must
not allow ourselves to make with 8mm

# TITLES

MESIAL EFFECTS

is the mistake that was made 30 years
ago when 35mm and 16mm declared
their

unfounded

8mm

not,

war

any

concepts.

stretch

of the

imagination, in competition with 16mm
utilization. 8mm is not to 16mm what
the paperback was to the hard cover
in the publishing field. It is its own new
industry, reaching a massive new au¬
dience with

different concepts,

tech¬

niques, and hardware. The 35mm mar¬
ket is a healthy, growing market. The
16mm

market

robust.

Video

tape

production is a technique all its own.
All these will continue to be so. 8mm
is its own new giant.

For Motion Pictures and Television

I don't believe any of us have com¬
prehended the magnitude of this field
and the demands placed upon us to

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4241 Normal Ave. Hollywood 29, Calif.

prepare for it.

People in

production

have to get over the "$l,000-a-minute complex." This was Jerry Zornow's
terminology

last

year

from

this

po¬

dium. Many films for 8mm release will
be

produced

differently-no

longer

will it be the traditional LS-MS-CU. It
may be CU all the way! We have to

SV
SMITH-VICTOR

FROM BIRNS & SAWYER

NEW QUARTZ
STUDIO KIT

t
r

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learn to think in an entirely new man¬
ner.
And, we are going to have to find
and

train

additional

thousands

technicians, writers, directors, camera¬

NOW $59.50
E-Z-SEE ZOOM SCALES, for 12-120mm Angenieux
zooms, are synonymous with easy viewing. With
these new data rings you don't have to squint,
squat, or swear for exact readings! Big, clear E-ZSEE white markings make distance and aperture
settings visible to the cameraman, especially in
poor light. Can be mounted in seconds with only a
jeweler's screwdriver-on Arriflex, Auricon, Bell &

men,

sound

engineers,

editors,

pro¬

ducers, and administrators within the
next few years. 8mm offers much more
than just an inexpensive way to dis¬
seminate

information

the

sales

force, or the customer, or to train em¬
ployees,

indoctrinate

class¬

room. 8mm is the economically feasi¬
ble means of educating and exchang¬
ing information with the world popu¬
lace.
If this can be a continuing commu¬
nications

Complete Studio

with

In An Attache Case

process

communication

comprehension-we are accept¬

ing the challenge of our lifetimes.
* 3 - 600 watt new improved
model Q1P 3200 K Quartz Lights.

All the

mechanical

elements exist.

The market demand is overwhelming¬

* 3 - S6 Stands - multi-purpose Stands with an
almost indefinite combination of heights.

ly here. The techniques are available,

* 1-512 Adapter for Background Stand.

equipment

* 1 - 630L Case. Holds complete outfit.
With compartment to hold Extension
Cords and Spare lamps.

tion is rapidly taking place.

Complete Outfit No. K2 .. .$100.00
AT YOUR DEALER OR WRITE FOR CATALOG

SMITH-VICTOR CORP.
Griffith, Indiana 4-6319

708

The
'Also available overseas at Birns & Sawyer-Hong Kong,
P.0. Box 235, Hong Kong and Birns & Sawyer {Aost}
Pty. Ltd.. P.0. Box 84, Crows Jl/est, Sydney, N.S.W..
Australia 2065.

only

available,
really

standardiza¬

unanswered

ques¬

tion is this-are we, all of us in this
entire field, personally, ready for the
kind of commitment this new dimension

BIRNS & SAWYER, INC.
6424 Santa Monica Blvd., Los Angeles, Cal. 90038
Rentals: 1014 N. Vine LA. 90038 * (213) 464-5166

requires?
We must be!
Let's get on with it!

■

AMERICAN CINEMATOGRAPHER, SEPTEMBER 1968

American Cinematographer - September 1968

Table of Contents for the Digital Edition of American Cinematographer - September 1968