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68

here's no H-0-
L-L-Y-W-0-0-
D sign. No
Spago, restau-
rant of the rich and
famous.
No tours of movie
studios, wax muse-
ums, Rodeo Drives or
homes of the stars.
True, Michi-
gan's movie industry lacks the
pizzaz of Tinsel Town. Never-
theless, it can tout a film mar-
ket that began with Henry
Ford's automobile and contin-
ues to roll, albeit haltingly, into
the 21st century.
The Great Lakes State has
many movie kudos to its name.
It provided part of the setting
for productions as grandiose as
Hoffa and Beverly Hills Cop.
Michigan natives like Sam Rai-
mi and Mike Binder, both Jew-
ish, have graced marquees with
Darkman and Indian Summer.
Jeff Daniels, another Michi-
gander, has gained most recent
renown for Gettysburg.
But the Michigan film and
video industry extends beyond
the box office to find its niche in
industrial and commercial
films. Commercial films start-
ed in Detroit and continue to
bring in big advertising dollars.
In 1989, $3.35 billion was
spent worldwide just for ad-
vertisements. Nearly 28 percent
of that amount was generated
in southeast Michigan — large-
ly because of the Big Three car
companies.
It all dates back to the early
part of the 20th century, when
Detroiter Henry Ford and
Thomas Alva Edison decided to
use film for two purposes: as a
training tool, and to help pro-
mote the auto industry.
They created short car films
— advertisements really — and
distributed them to theaters. It
was a double novelty for audi-
ences: new-fangled motor vehi-
cles and motion pictures. The
industries of auto and film
moved forward together in De-
troit.
Along the way, many Jewish
Detroiters were involved in the
excitment. Sid and Naomi
Siegel, now of Bloomfield Hills,
are veteran film aficionados.
Sid moved to Detroit from

It all started

with cars and

industrial films.

Today, Jews in the

Michigan film

industry say the

action continues.

RUTH LITTMAN STAFF WRITER

PHOTOS BY MARSHA SUNDQUIST

Joanne Goldberg, executive administrator
of the Detroit Producers Association, says
Michigan can tout A-plus film talent

Joyce Kreger participates In a DPA
demonstration at Victor Duncan, a local
company that rents film, video and
lighting equipment