Produced by ARCO Film productions, Inc. and Cinema et Publicité, “A Touch of Magic” is a 50s-era color short promotional film directed by Robert Gudin and written by Jean Cerf for the Minnesota Mining and Manufacturing company known commonly as 3M. The silent film, which takes place on a colorful mid-century modern set, seeks to promote 3M’s Sasheen Decorative Ribbon and depicts various occasions and styles of gift wrapping that could be used. The 3M Sasheen Decorative Ribbon, a double faced satin ribbon, was released by the company in the 1950s after a failed experiment to create adhesive tape. Nonetheless, upon its release, 3M carved out and paved the way for a totally new gift wrapping industry. 3M Company is an American multinational conglomerate operating in the fields of industry, worker safety, healthcare, and consumer goods.
Film opens, dramatic music composed by French composer Roger Roger blares (0:09). “Blank canvas” gift magically appears wrapped in extravagant red wrapping and ribbon present bow (0:12). Title page, opening credits (0:20). Text page describing meaning of “magic” (0:46). “Quintessential” nuclear family poses side-by-side on mid-century modern colorful set, dressed in 1950s fashion (1:14). Birthday gift giving: Spinning birthday cake transitions into quadriptych aerial view of family members in different rooms of colorful house wrapping/ preparing gifts (1:21). Son looks on, tries to imitate mother’s perfect wrapping presentation (1:46). Close-up mother’s hands as she fashions ribbon present bow (2:09). Montage various style wrapping – playful polka dots, navy blue and yellow (3:30). Family presents presents to younger son in another room (3:58). Wedding shower decor ideas: Woman decorates parasol with pink ribbon (4:14). Young woman cuts out paper stencil to create decorative pattern with glitter (4:27). Table scape decorated with elaborately wrapped presents, young woman makes dramatic entrance into room to instrumental version of “Here comes the bride” (4:56). Christmas decor and gift wrapping: Quadriptych aerial view of set with Christmas tree in center (5:20). Ribbon used to display Christmas cards around fire place (5:30). Ribbon makes elaborate window scape of Christmas tree, present, and candle (6:04). Decorative tape spells out “dad,” makes smoking pipe motif on present (7:00). Woman exemplifies wrapping round shaped gift (7:53). Montage tips, tricks for applying glitter to ribbon display on wrapped presents (8:49). Quadriptych aerial view of set, Christmas tree now decorated, all the gifts are laid out (9:53). Display of wrapped gifts on white floor, each gift features piece of paper with holiday/ occasion written on it i.e. Mother’s Day, graduation, easter…(10:35). Can Can Dancers encircle larger than life red gift box that breaks open and reveals three men inside who say “Valentine’s Day;” Same display happens again with words “Bon Voyage” “Easter!” “Mother’s Day” “Father’s Day” “Graduation” “Anniversaries” “Birthdays” “Baby Showers” “Christmas” etc. (10:44). Closing credits (11:35).
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This film is part of the Periscope Film LLC archive, one of the largest historic military, transportation, and aviation stock footage collections in the USA. Entirely film backed, this material is available for licensing in 24p HD, 2k and 4k. For more information visit http://www.PeriscopeFilm.com
