Sponsored film, or ephemeral film, as defined by film archivist Rick Prelinger,[1] is a film made by a particular sponsor for a specific purpose other than as a work of art: the films were designed to serve a specific pragmatic purpose for a limited time.[2] Many of the films are also orphan works since they lack copyright owners or active custodians to guarantee their long-term preservation.
Types of sponsored film
The genre is composed of advertising films, educational films, industrial videos, industrial musicals, training films, social guidance films, and government-produced films.[3][4]
While some may borrow themes from well-known film genres such as western film, musicals, and comedies, what defines them is a sponsored rhetoric to achieve the sponsor's goals, rather than those of the creative artist.
Sponsored films in 16mm were loaned at no cost, except sometimes postage, to clubs, schools, and other groups.[5] America's largest companies - AT&T, DuPont, Ford, General Electric, General Motors, Republic Steel, Standard Oil, and Westinghouse Electric Company - were for decades active sponsored film producers and distributors; others included airlines who offered travelogues on their destinations.
In the early years of commercial television, local television stations often used sponsored films as "filler" programming. Specialized distributing agents packaged films from various sponsors into TV programs with titles like Compass, Color Camera, Ladies' Day, and Adventures In Living.
In the 1950s, almost every American city of any size had at least one sponsored film studio. Cleveland, Ohio, for example, was home to over a dozen sponsored film studios.[6] From 1951 to 1973 Business Screen magazine listed U.S.-based sponsored film studios by city and region.[7]
Theatrical film studios in "Hollywood" produced sponsored films along with hundreds of studios that specialized in the genre, including the Jam Handy Organization in Detroit, Michigan, Wilding Picture Productions in Chicago, Illinois, the Calvin Company in Kansas City, Missouri, and Cinécraft Productions, Inc. in Cleveland, Ohio.
Importance
The 1948 Cleveland Film Festival was the first American film festival dedicated to recognizing the importance of sponsored films.[8] By 1956, dozens of cities and organizations were running sponsored film festivals, and the organizers of the Cleveland Film Festival stopped running the festival. Sponsored film festivals continued on but never regained their popularity or influence. [9]
Sponsored films have won Academy Awards and been included in the National Film Registry. [10]
Sponsored films inducted into the National Film Registry
| Film title | Film type | Year of release | Year of induction | Resources |
|---|---|---|---|---|
| A Time for Burning | Documentary | 1966 | 2005 | [11] |
| All My Babies | Educational film | 1952 | 2002 | [12] |
| Louisiana Story | Documentary | 1948 | 1994 | [13] |
| Master Hands | Documentary short | 1936 | 1999 | [14] |
| Powers of Ten | Short documentary | 1977 | 1998 | [15] |
| The City | Short documentary | 1939 | 1998 | [16] |
| The Forgotten Frontier | Documentary | 1939 | 1996 | [17] |
| The House in the Middle | Short documentary | 1954 | 2001 | [18] |
| The Making of an American | Silent educational film | 1920 | 2005 | [19] |
| To Fly! | Short docudrama | 1976 | 1995 | [20] |
| Westinghouse_Works,_1904 | Short silent films | 1904 | 1998 | [21] |
| Why Man Creates | Animated short documentary | 1968 | 2002 | [22] |
Usage
The films are often used as B-roll in documentary films, for instance, the social guidance film The Terrible Truth (1951, Sid Davis) appears, desaturated, in Ron Mann's Grass (1999) as an example of what he perceives as hysteria over drug abuse, as well as an example of the slippery slope fallacy.
Prelinger and other film archivists [23] generally consider the films interesting for their sociological, ethnographic, or evidentiary value: for instance, a mental hygiene film instructing children to be careful of strangers may seem laughable by today's standards, but the film may show important aspects of society which were documented unintentionally: hairstyles, popular fashions, technological advances, landscapes, etc.[10]
Prelinger estimates that the form includes perhaps 400,000 films and, as such, is the largest genre of films, but that one-third to one-half of the films have been lost to neglect. In the late 20th century, the archival moving-image community has taken greater notice of sponsored film, and key ephemeral films began to be preserved by specialized, regional, and national archives.[10]
A number of British films in this style were re-evaluated and released commercially by the British Film Institute in 2010 as part of its Boom Britain / Shadows of Progress project.
Examples of sponsored films include Design for Dreaming, A Touch of Magic,[24] and A Word to the Wives (the latter film which dealt directly with the growth of suburban capitalism).[25] Technicolor for Industrial Films is a sponsored film about sponsored films.
See also
References
External links
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