"Ok, quiet down. Hit the lights. Slate in. Camera. Camera... What the hell's wrong now?" Who knows? A gear? A cable? A little gizmo in the motor? You've got to learn to live with things like that when you rent equipment. Or do you? We're in the camera rental business and we've been at it for about five years now. We learned a good lesson when we opened our doors and we're not about to forget it. It's simply this: give a customer just one piece of apparatus that isn't letter perfect, just once in a hundred rentals, and he'll forget every good thing 904 you've ever done for him. And do you know what? He's right. That's why we check every single piece of equipment when it comes in off a job. And then re-check it before it goes out again. If there're 97 pieces in your order, you can be damn sure you'll receive 97 pieces on V VV your set. If there's a 0.95 lens or a high speed Milliken on your list, we don't have to scour the town looking for one. It's in our inventory. It's the only way we know how to do business and we don't ever expect to change. We don't want anyone asking us "what the hell's wrong now?" GENERAL CAMERA 1 CORPORATION 321 West 44th Street New York, N.Y. 10032 AMERICAN CINEMATOGRAPHER, DECEMBER, 1968