Wilding Picture Productions
| Company type | Private |
|---|---|
| Industry | Film production, Audio-visual communication |
| Founded | 1914 |
| Founder | Norman Wilding |
| Defunct | 1992 |
| Fate | Acquired by Bell & Howell in 1967; operations ceased by 1992 |
| Headquarters | Detroit, Chicago, New York , United States |
Area served | United States |
| Products | Industrial films, military training films, television commercials, corporate presentations |
Wilding Picture Productions, Inc.—also referred to as Wilding Studios or simply Wilding—was a prominent provider of audio-visual communication services, focusing on creating and distributing motion pictures, slidefilms, television commercials, and corporate presentations. The company specialized in industrial films for a wide range of businesses, illustrating product applications and enhancing productivity. Throughout World War II, Wilding served as a key producer of military-related films for the United States Armed Forces.
1914–1936: Detroit era
Founded in 1914 by Norman Wilding (1892–1947) in Detroit, the company initially concentrated on industrial film production, laying its early groundwork in this sector.
1937–1966: Chicago Essanay Studio phase
In 1937, Wilding moved its operations to Chicago’s Essanay Building, previously the home of Essanay Studios. Over the following decades, it grew into one of the largest industrial film producers nationwide, maintaining studios in Chicago, Detroit, and New York. By 1958, Wilding was responsible for producing between 100 and 125 significant business films annually with an approximate production budget of $130 million. Its clientele featured major corporations such as Ford Motor Company, Chrysler, Goodyear Tire and Rubber Company, General Electric Company, U.S. Steel, Alcoa, and Amoco.
During the Second World War, Wilding expanded its role by creating training and promotional films for the US Armed Forces. Among its notable works were Combat Fatigue: Insomnia (1945), which addressed sleep disorders among soldiers; as well as Heritage for Victory and Army on Wheels from the 1940s, which showcased military vehicles and wartime technology advancements.
1967–Present: Decline and closure
In 1967, Chicago-based projector manufacturer Bell & Howell acquired Wilding and subsequently shut down its Chicago studio in 1972. The real estate was donated to WTTW (Channel 11), which later sold the property. Despite this closure, Wilding’s exhibits division and creative services for the John Deere account continued operating in downtown Chicago until 1985.
On January 4, 1981, Wilding was purchased by Maritz, LLC, which merged it with its subsidiary Communico to establish Maritz Communications. The unionized workforce at Wilding clashed with Maritz’s non-union environment, resulting in the sale or shutdown of several Wilding divisions over five years—including event staging equipment rental, film editing suites, sound studios, and large-scale exhibit production.
Maritz Communications ceased operations in 1992; thereafter Maritz, LLC continued serving clients in film and events. In 1997, video production was spun off into Visiontracks while meetings and events were transferred to EventSource. A creative team remained within Maritz until 2009 when all media and event activities were terminated.
Partial filmography
| Film Title | Year | Length | Color/B&W | Sponsor | Director | Notes |
|---|---|---|---|---|---|---|
| Behind the Scenes | undated, likely early 1930s | 10:19 min | B&W | Wilding Picture Productions | J. Cullen Landis | Compilation of outtakes from various shoots. |
| Wheels Across Africa | circa 1937 | 50 min | B&W | Dodge Division, Chrysler Corporation | Documentary featuring Armand Denis and Leila Roosevelt’s African journey demonstrating Dodge vehicle durability. | |
| Blame It on Love | 1940 | feature-length | B&W | Edison General Electric Appliance Company | Wallace Fox | Story-driven promotion for Hotpoint appliances centered on domestic life. |
| Land of the Free | 1940 | 30 min | B&W | Dodge Division, Chrysler Corporation | Isolationist-themed film advocating American self-reliance and prosperity. | |
| This Amazing America | 1941 | 20 min | Color | Greyhound Lines | Promotional piece combining Greyhound bus travel with American cultural motifs. | |
| Unfinished Rainbows | 1941 | 42 min | Color | Aluminum Company of America (Alcoa) | Jean Yarborough | High-budget production linking aluminum innovation with Alcoa’s corporate objectives. |
| Sightseeing at Home | 1943 | 15 min | B&W | General Electric Company | J.M. Constable | Promotes television technology alongside GE’s flagship station WRGB. |
| The Ship Is Ours | 1943 | 19 min | B&W | United States Navy | Instructional film detailing naval watchstanding procedures. | |
| A Letter from America | 1948 | 32 min | B&W | Goodyear Tire & Rubber Company | Lewis D. Collins | 'Immigrant worker’s letter illustrating American opportunity and Goodyear’s inclusive culture. |
| Last Date | 1950 | 19 min | B&W | Lumbermens Mutual Casualty Company | Lewis D. Collins | 'Safety film aimed at teens warning against reckless driving consequences. |
| 'Big Idea' | '1951' | '53 min' | 'B&W' | 'Swift & Company' | 'Edward M. Grabill' | 'Explores capitalism as a system offering worker freedom through diverse cultural viewpoints.' |
| 'Midwest Holiday' | '1952' | '27 min' | 'Color' | 'Standard Oil Company of Indiana' | 'Celebrates American road freedom and Manifest Destiny via a multi-state travelogue.' | |
| 'Memo to Mars' | '1954' | '24 min' | 'Color' | 'U.S. Rubber Company' | 'A Martian automaker reviews U.S. market conditions for advanced vehicles.' | |
| 'Production 5118' | '1955' | '30 min' | 'Color' | 'Champion Paper & Fibre Company' | 'Kirby Grant' | 'Dramatizes corporate communication breakdowns to encourage workplace improvements.' |
| '1104 Sutton Road' | '1958' | '28 min' | 'Color' | 'Champion Paper and Fibre Company' | 'Workplace productivity parable emphasizing better communication.' | |
| 'Why Braceros?' | '1962' | '19 min' | 'B&W' | 'Council of California Growers' | 'Explains advantages of the bracero program supporting California agriculture.' |
External links
- The Ship Is Ours available on YouTube
- Wilding Picture Productions collection at the Internet Archive