Kodak reports to laboratories o n : making capital of the 35mm camera. . method in the movie madness. making candy dandy longer
Set of tools "Kodak Retina" designates a sys tem of 35mm still photography built around a new camera we are just introducing into the United States. We have n o illusions about the number of people; in a position to make full use of such a magnifi cent set of tools. (IMot that the Retina life outfit i s particularly costly. It'll hardly be noticed in a capital equipment budget.) The Retina Hie camera provides three interchangeable focal lengths, an accurate photoelectric exposure meter, a 1/500-sec shutter, and means for correlating them without algebra. Coupled ratngefinder, of course, combined witli a projectedframe viewfinder. This is n o Sunday-in-the-park job. True, it will catcli your boy in action at a ball game, b u t it will also
enter into marriage with a fine mi croscope to do some much-needed photomicrography tliat has been put off because a full-scale installa tion has seemed a little overexpansive. Or, if exquisitely detailed, larger-than-life p h o t o g r a p h s of small specimens or p a r t s would be helpful in your records or reports, the Kodak dealer can provide de tails about the Retina equipment that has been designed for these purposes, too. You can't expect to Jind Retina IIIc cameras distributed as widely as mass market merchandise. What counts is that a world-wide organization stands behind the camera with accessories and readily available, detailed counsel on their use.
Breaking into the movies Madison Avenue is a thoroughfare in the Borough o f Manhattan, City of New York, and a place-symbol
for the art practiced there of cremat ing your neighbor's aspirations a n d anxieties. (Not yours, your neigh bor's.) Appropriately housed at INo. 285 is the headquarters of the Asso ciation of National Advertisers, to which belong about 500 of the prin cipal corporations that endea^vor successfully t o preserve the econ omy from stagnation. In this endeavor it appears tlhat money is spent like water. Millions for a single television comedLan. Millions for microwave relay net works, for costumes and sets, for writers of international repute, for multi-page, multi-color inserts in magazines of multi-million circula tion, for mountainsides of timber converted to coupons and point—ofpurchase displays, for neon water falls and consulting psychologists and puppeteers. Yet in their madness there: is method. We wish now t o draw attention to one particular set of their figures. These will interest persons who con template the production of a mo^ie. Movies primarily entertain, but sometimes they exhort. Sometiimes nothing else exhorts as well. Monies can exhort chairmen of boards, ad mirals, or 8-year-old girls. They
