THE MAGIC SHELF

Duration: 3 reels

Genre: home movie

Year Published: 1950’

Creator: Campbell Soup Co.

Format: 16mm

Color: Color

Sound: sound

Description: This is a 1950’s era, color movie about Campbell’s Soup. This campy, 1952 cooking film shows you every possible recipe you can devise using Campbell's soup. The Campbell’s Soup kid comes out on stage in front of a tomato. Campbell’s Soups present, The Magic Shelf. Featuring Anne Marshall, Director, Home Economics, Campbell’s Soup Company. The curtain opens and a magician with a tuxedo and top hat appears. The man winds up a handkerchief and makes a knot 1:00. The knot unravels itself 1:04. The man performs a magic show 1:30. The man performs a trick with a glass of milk making it disappear and reappear into a handkerchief 1:50. The man performs a trick with rice 2:15. The Rice Bowls of Fu Manchu, 2:25. He pulls several yards of paper garland out of the Rice bowl 3:00. Finally the rice bowl turns into a bouquet of flowers 3:24. His assistant (Anne Marshall) grabs the magic wand and waves it over the rice bowls and everything disappears. A bowl of Campbell’s tomato soup takes its place 3:40. A soup appears, then a salad, and a dessert… 4:10. A buffet supper with a soup tureen filled with Campbell’s soup 4:55. The woman waves the wand again and a beef stew appears. Also a casserole dish and cream of mushroom soup 5:45. Tomato soup takes center stage again 5:57. The curtains open and a lovely kitchen appears 6:09. The shelves are well stocked with Campbell’s Soup 6:25. A close-up of the Campbell’s tomato soup can, 7:25. Anne Marshall works in the kitchen and shows the magician how easy it is to make meals with Campbell’s Soup – The Magic Shelf 8:11. Anne pours soup over many meat dishes 8:45. Cream of mushroom soup is made into a delicate mushroom cream sauce 9:00. Anne pours it over the meat and vegetable dishes 10:06. Cream of celery sauce is made from Campbell’s Soup and is poured over fish 10:30. Tomato soup in meatloaf 11:00. Tomato soup is just the thing for a full-flavored spaghetti sauce 11:25. Tomato, cheese macaroni made with Campbell’s Tomato Soup 12:00. A soufflé is made with Campbell’s Soup 12:15. Cream of Mushroom is used again to make delicious dinners 12:31. Mushroom muffins are made 12:50. Anne has made a cake with Campbell’s tomato soup 13:15. Chicken-cranberry salad made with Campbell’s Cream of Chicken soup 13:53. Salad dressings made with Campbell’s soup 14:20. Tomato soup makes a nice French dressing. Anne holds up a free recipe Campbell’s soup booklet 15:07. Various Campbell’s soups are shown 15:30. Anne puts a can of Campbell’s consommé in the refrigerator for four hours and then serves as is 15:40. We are transported to the Campbell’s industrial soup kitchen 16:12. Meats and chickens are double checked by hand 16:33. Suction tubes sort fine rice grain by grain 16:46. Vegetables are peeled and sorted by hand 17:05. Tomatoes on a conveyor belt 17:23. Experimental farms at Riverton, New Jersey 17:40. Soil is tested for fertility 17:55. Different varieties of tomatoes are crossed with others 18:10. Tomatoes are picked by hand in the fields 18:30. Bushels of tomatoes are loaded onto a truck and taken to the factory 19:00. The tomatoes are washed not less than 5 times 19:30. The men stir the soups in large pots 19:50. Campbell’s tomato soup cans on a conveyor belt ready for shipping 20:09. Boxes of soup are sealed and ready to go 20:20. Americans enjoy their Campbell’s soup 20:37. Campbell’s soup takes center stage at a party table 21:02. The Campbell’s soup kid bids us goodbye 21:18. The end.

Complete Record: THE MAGIC SHELF. Campbell Soup Co. [1953Produced by Jam Handy Organization. 3 reels, color, 16mm. © Campbell Soup Co.; 5Jan53 in notice: 1952); MU5499.

Transcription

some time ago while I was visiting the island of Trinidad I saw a very remarkable Hindu magician we've had a silk handkerchief he took the silk handkerchief and he made a single nut and he held it in his hand then he look at it through our mysterious look the handkerchief almost seemed to become alive would you be kind enough to access my assistant for just a few minutes of cooling I'm going to attempt something a little different something which I rather think you may enjoy this little effect was invented by a friend of mine who happens to be a gentleman farmer would you mind holding the half of just a minute I'm just a moment i'm gonna place the hat on the top of the glass and then I want you to watch very carefully and keep your eye right on the Hat the glass inside the Hat well now that's the first part but now i'm going to attempt the second part which is a little different take this picture of ordinary milk but you can be as you see the northland out till the glass and we will again cover the glass for the silk many times magicians are always asked why they happen to do things under cover but we have to sometimes so one two three and the glass and milk disappear and you're probably wondering where the milk win well we'll take this little bag and there we find the missing girl thank you very much now I'd like to show you my latest very colorful novelty the rice bowls of boom and choose you now you mind if I do a little magic you I of course not go right ahead thank you take a bowl fill it with tomato soup and you have the basis for a quick advertising and nutritious lunch and that's only one on the list of america's favorite lunches another is to combine this rich tasteful soup with an appetizing sandwich or you might prefer a luncheon of soup salad and dessert but maybe that's a little too much or perhaps you're in a hurry well then let's just make it soup and dessert you see with good rich Campbell suit where's your starting point there are so many combinations available but according to a nationwide survey the most popular is that's right soup sandwich and dessert I don't know about the rest of the country but it's certainly the most popular with me but where in the world did you oh I'm not finished yet in fact I just begun now let's take that situation when unexpected company comes bill that quick buffet supper around a terrine then fill with chicken noodle soup and you have the heart of a meal that makes you glad guests dropped in well I thought I knew every magic trick there was well maybe you do but this is a different kind of magic this is mealtime magic built around soup soup is wonderful for lunch a quick snack or light meal soup is more than soup it adds flavor to your meals it lends color to your table it's a time-saving ingredient and quick cookery it's an ideal convenient sauce for many dishes it's but let me show you tomato soup went into the making of this delicious beef stew here's a casserole dish and mushroom nothing both made with cream of mushroom soup now watch this one just look at the possibilities with tomato soup mmm good mmm wonderful but how do you do it with know-how and the right equipment and a full supe shelf of course why didn't I think of it campbell soups you can use it just as it comes from the can as a poor on sauce over meat fish or vegetables simply season to taste and heat it's just the right consistency for a rich smooth textured sauce see it had zip in color to beef pork and fish do you like Spanish sauce well try it made with tomato soup it's the quick easy way to make Spanish rice in Spanish omelette it has the zest of the world's finest Tomatoes carefully blended seasonings and Creamery butter and as the basic ingredient in barbecue sauce there's nothing to equal a fresh zestful flavor of tomato soup here's something I particularly like cream of mushroom soup for a delicate flavorful mushroom cream sauce add a third of a cup of milk for mushroom cream sauce and simmer about two minutes and remember to stir the sauce constantly for best results this is a real five-minute mushroom cream sauce rich delicious and velvet smooth you can taste those fresh cultivated mushrooms and whipping cream try it and you'll never again make white sauce the old slow way this sauce is good on meat vegetables or poultry try it on fried chicken for something extra special then there's cream of chicken soup for sauce over vegetable that's a delicious economical treat to tempt lagging appetites for cream of chicken sauce add a third of a cup of milk to the soup cream of celery soup sauce is excellent with fish use half a cup of milk with cream of celery this sauce enhances the flavor of ham too condensed soup has limitless possibilities as a tasty time-saving pour on sauce women are using condensed soups more and more in recipes they're so quick and economical and add so much flavor and color for example tomato soup in meatloaf use half a can of Campbell's tomato soup in your favorite meatloaf for the rich flavor color and moistness you are seeking of course the rest of the soup heated and seasoned will make a delicious poron sauce to be served with the loaf and tomato soup is just the thing for a rich full flavored spaghetti sauce season to suit your family's taste it shortens the sauce cooking time and is so good the rich ripe red color of the choice tomatoes has I as well as taste appeal make new friends of old standbys don't forget tomato cheese macaroni made with tomato soup is a new quick and easy dish that's welcome and amply satisfying at any lunch or supper there are many other baked dishes made with soup that will make a hit with your family let me show you something special for a tender light souffle use cream of chicken soup your supply will hold up longer too and tastes delicious use the cream of chicken soup just as it comes from the can in place of the regular cream sauce another tempting baked dish made with chicken soup is chicken pie the extra rich chicken flavor makes this a favorite with good cooks everywhere cream of mushroom soup is another invaluable cooking ingredient use it instead of the old-fashioned white sauce in the ever popular casseroles the flavor of tuna and mushroom is are made for each other combination another quick treat with mushroom soup is mushroom muffin use condensed cream of mushroom soup as the liquid in quick breads like these here are muffins with a different twist a subtle new flavor one way to make an everyday there's tastes better if it's baked goods you like come over here you will be amazed and delighted to know that this cake was made with tomato soup your cake will have a spicy mellow flavor and retain moisture longer when you use condensed tomato soup instead of milk soup salads are another quick easy way to party delicacy doesn't this look delicious the color and flavor of chicken cranberry salad make it a perfect everyday dish or party fair to make this salad add unflavored gelatin to cream of chicken soup mix thoroughly and pour it into a mold then place the chicken layer in the refrigerator until the salad is firm when the chicken layer is firm add a cranberry layer to the molded salad for taste and color contrast then return it to the refrigerator until ready to serve the more women try soup salad the more they use them for their easy to make and so good to eat soup is a natural way of getting flavor into salads and have you tried salad dressings made with soup just mix oil vinegar seasonings and tomato soup for an excellent French dressing it's good on vegetable or fruit salad add spiciness in the color and the flavor of tomato blends with practically any other flavor soup and a salad is a favorite luncheon all over the country another luncheon favorite is soup and the sandwich and still another is soup and dessert but whether it's soup for lunch soup for baby's first solid food sue is the family favorite the party did the part of the meal it's good for you and everyone likes soup for soup helps to make every meal a delightful meal a feast for the eye appetizing delicious yes good


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Library of Congress, Periscope Film, Prelinger Archives


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