Summary

Magic Shelf, The

Source Archive Films by Getty Images
Title: Magic Shelf, The
File Number: PA-1962 1 inch
Color: Color
Type: Industrial
Year: 01/01/1952
Subjects: FOOD CAMPBELL SOUP MAGIC MAGICIANS HUMOR FANTASY DEMONSTRATIONS PACKAGING PRODUCTS ABUNDANCE ECONOMICS TRICKS STUNTS TOMATOES JINGLES COMMERCIALS HOME ECONOMICS MEALS CURTAINS KITCHENS CANS PACKAGING TRADEMARKS HANDS DISHES STIRRING RECIPES COOKING OVENS SOUFFLES BAKING CAKES DESSERTS REFRIGERATORS SALADS AGRICULTURE FIELDS VEGETABLES TRUCKS TRANSPORTATION INSPECTION WOMEN WORKERS ASSEMBLY LINES CONVEYOR BELTS LUNCHES EATING CONSTRUCTION WORKERS RESTAURANTS LUNCHEONETTES BABIES HIGH CHAIRS CHILDREN PARTIES TUREENS BOWLS ANIMATION DEMONSTRATIONS HEAT HOUSEWORK POURING VATS CHICKENS RICE SORTING PEELING POTATOES GLOVES CARROTS CORN LIMA BEANS MEAT TECHNICIANS RESEARCH LABORATORIES SOIL SAMPLES SHAKING STEAMING CONSOMME APPLIANCES MASS PRODUCTION INDUSTRY
Description: Magic Shelf, The (KITCHEN LADY) -- ANNE MARSHALL WITH ANNE MARSHALL, DIRECTOR OF HOME ECONOMICS, CAMPBELL SOUP COMPANY MAGICIAN PERFORMS TRICKS Ken Smith sez: This Campbell Soup film opens with a truly awful magician (note the rice bowls of Fu-Manchu segment) and then is quickly turned over to Campbell's Chief Home Economist for some tedious kitchen sequences The last part of the film has some good food-processing and tomato growing montages, with beautiful Kodachrome cinematography and the reddest tomatoes you'll ever see Opening sequence: CU animated tomato, Campbell soup boy jumps out from behind Tomato he has magic wand, waves it in air, sign appears in his hand indicating, Campbell's Soup Company Presents, CU sign boy waves wand over words, they disappear, reappear indicating, Magic Shelf words on sign change again indicating Featuring Anne Marshall 01:40:14:00-01:43:51:00 MS curtains, 1 half white, other half red, they open revealing magic show VS man performing magic tricks, woman assistant enters frame, holds tray, watches magician carefully, CU magician performing magic trick man hands magic wand to woman, she waves it over ribbon, it disappears, only yellow table cloth can be seen, she begins to wave wand over table again, the cloth turns white, then empty soup bowl appears, then tomato soup appears in bowl, along with spoon, napkin, and glass of milk 01:43:51:00-01:44:05:00 MCU older man smiling MCU woman speaking 01:44:05:00-01:44:36:00 CU bowl of soup, various foods appear in frame MCU woman speaking CU bowl of soup, sandwich, desert, etc 01:44:36:00-01:46:22:00 MCU man and woman speaking to each other, woman holding wand in hands, she waves it over white table cloth big bowl of soup appears, along with spoons, another small bowl of soup, other empty bowls, other foods, steam coming off big bowl of soup MCU man MCU man and woman speaking to each other, woman waves wand over green&white table cloth CU stew, steam coming off it MS man and woman standing behind table, woman holding wand, pointing to different foods on table CU food MCU man with surprised facial expression MS man and woman woman waves wand over black&white table cloth, CU food on table, bowl of soup in center MCU man speaking MCU man and woman, they turn around, woman opens curtain, white kitchen appears, they enter kitchen *****CAMPBELLS SOUP PROMINENT***** 01:46:22:00-01:50:49:00 man and woman walk over to shelf displaying rows of soup cans CU soup can MCU man and woman standing in front of shelf speaking to each other woman picks up can, holds it up in hand CU can indicating CAMPBELLS CONDENSED TOMATO SOUP MCU woman opening can they approach stove, woman pours soup into glass pot, mixes it (man is watching with hands in pockets) woman picks up pot, approaches table with food, VCUS food MCU woman mixing more soup approaches table VCUS food CU soup being mixed VCUS food, CU soup can 01:50:49:00-01:52:25:00 MS woman in kitchen speaking to camera, man enters frame carrying plate of meat CU meat loaf, some already prepared and some being prepared MCU woman standing next to stove mixing soup CU food woman removes oven mitts from drawer, places them on her hands, opens oven door pulling out oven rack CU food CU food on table 01:52:25:00-01:52:43:00 MS woman standing in kitchen behind table speaking to camera CU of food on table woman places food onto plate 01:52:43:00-01:53:15:00 CU food on table, Campbell soup can in frame woman's hand enters frame, picks up muffin, breaks it in half 01:53:15:00-01:53:34:00 MS woman standing in kitchen behind table, walks over to cake on counter top, placing hands on it as if she was going to pick it up, CU cake with one piece cut out of it on plate next to it 01:53:34:00-01:53:51:00 MS woman holding food mold, approaches table, places mold on table while speaking to camera 01:53:51:00-01:54:00:00 CU food being mixed, Campbell soup can in frame 01:54:00:00-01:54:25:00 CU glass pan containing food being placed on rack in refrigerator CU cranberry's being placed in glass pan already containing food CU food molds 01:54:25:00-01:54:53:00 MCU woman shaking salad dressing bottle CU salad with dressing being poured on it 01:54:53:00-01:55:21:00 MS woman in kitchen standing behind table containing food, holding book in hand, facing it toward camera, CU book indicating Cooking With Condensed Soups MCU woman speaking to camera 01:55:21:00-01:55:30:00 CU soup being mixed as water from Campbells soup can is poured in 01:55:30:00-01:55:43:00 VCUS different flavored soups 01:55:44:00-01:55:51:00 CU metal rack containing cartons of eggs, Campbell soup can enters frame and is placed on rack 01:55:51:00-01:56:15:00 CU bowl of red jello CU's different flavored bowls of soup 01:55:51:00-01:56:15:00 MS woman in kitchen standing behind table speaking to camera CU bowl of tomato soup with popcorn on top MCU woman 01:56:30:00-01:57:49:00 MCU men stirring big kettles of soup, lots of steam rising from kettles CU pile of chicken being sort VS chicken on conveyors in factory High shot 2 women holding tubes that remove rice from conveyor belt CU pile of potatoes being cut CU pile of carrots being peeled CU corn being sorted CU Lima beans being sorted CU tomato spinning tomato's on conveyor belt being sorted by women CU inside of tomato 01:57:50:00-01:57:55:00 CU sign indicating Campbell Soup Company, Experimental Farms Rivertown, NJ Entrance 01:57:55:00-01:58:38:00 MS green house, shot moves to front of building where there is a man getting out of a car and another car pulling up MS man conducting experiments CU different color powders in tiny plastic dishes MCU man in field of plants holding small plant in hands CU mans hands removing leaves off small plant with tweezers 01:58:38:00-02:00:18:00 CU tomato man in field picking tomatoes, placing them in baskets CU man picking tomatoes MS men behind truck driving through field picking up baskets full of tomatoes, placing then in back of truck MCU back of truck full of tomatoes MCU 2 men sorting tomatoes High shot factory VS truck full of baskets of tomato's driving down road VS people sorting tomato's on conveyor belts MS men stirring kettles of soup 02:00:18:00-02:00:43:00 VS Campbell Soup factory 02:00:43:00-01:01:33:00 MS woman sitting at table eating soup construction man eating lunch 2 women sitting at table eating toddler in high chair eating soup 2 children sitting at table eating soup people standing around table talking at dinner party, camera approaches large bowl of tomato soup on table 02:01:33:00-02:01:49:00 animated tomato, animated Campbell soup man comes out from behind tomato, he waves wand in air and sign appear that indicates THE END - CAMPBELL SOUP COMPANY
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