Behind The Cup Film

This promotional film was sponsored by Hills Brothers Coffee Co. and created for the 1939 San Francisco World’s Fair.

Based on an earlier film by company photographer and filmmaker Ken Allen, Behind the Cup tells the story of Hills Bros. Coffee from cultivation in El Salvador to roasting and blending at the San Francisco plant.

Company employees handled every aspect of its production. “A unique feature in connection with the showing of Behind the Cup,” commented Business Screen, “is the introduction of coffee aroma into the theater through the ventilating system at a point in the picture where the action shows a can of Hills Bros. coffee being opened.”

It was screened at the 1939 Golden Gate International Exposition located on Treasure Island in San Francisco. NOTE: This 40 minute movie was shot in Cinecolor on 35mm film.

Hills Bros Coffee Commercial (1960s)