Saul Bass on film advertising

“It is important to note that there is relatively little creative and mature film advertising produced in the United States. That which is produced, comes about sporadically, and does not grow out of a consistent attitude or policy of any business organization. There are many reasons for this, but they all focalize in the lack of confidence of the advertiser in the maturing and taste of the audience (a frequently encountered phenomenon in other business areas as well).”

— Saul Bass (via Graphis #48, 1953)