Learning Corporation of America
The Learning Corporation of America (also known as the "Learning Company of America") was an independent film and television program distributor originally formed in 1967 by writer/director/camerman/film executive William Deneen, as educational and short-film division of Columbia Pictures Corporation, and was headed by Bert Salzman. LCA was most active in the educational/instructional field. When Columbia faced financial problems in the early 1980s, they sold LCA to W.F.Hall Printing Company of Chicago, and later was sold to Mobil Oil Corporation. Deneen also founded Highgate Pictures. In 1987, Deneen re-acquired LCA/Highgate from Mobil when Mobil Oil Corporation wanted to get out of the entertainment business and sold them to New World Pictures and became part of the newly-formed company "New World Entertainment" and New World shut them down in 1990.
1st Logo (1969-1989)
Nickname: "The Looping/Zooming L"
Logo: On a blue, teal, or black background, we see a white "L", looping around at first, drawing itself. Zooming in under the L is the text:
After that, the logo shifts closer to us, taking up the whole screen.
- In an early variant, the text zooms-in more slowly, and instead of the sudden shift closing, the background fades to black before the logo fades-out completely.
- There is a later variant with the New World byline below, seen on Mom's on Strike
FX/SFX: The "L" drawing and the text zooming.
Music/Sounds: Generally is silent, but most early shorts have a dramatic orchestral fanfare. The second part of the fanfare sounds very similar to the Bing Crosby Productions jingle. Starting in 1988, they used violins and synth to their music.
Availability: Extremely rare. Can be seen on its films from the era, such as Bert Salzman's Angel and Big Joe, as well as some non-network prints of various ABC Afterschool Specials from the late '70s-early '80s.
Editor’s Note: The logo looks choppy with the film quality, and the unexplained shift doesn’t look professional.
2nd Logo (1987-1990)
Nicknames: "The LCA Star", "New LCA"
Logo: On a black background, we see the letters "LCA" in a shining gold/orange color. A gold star is seen below the "A"". Then the byline "A NEW WORLD COMPANY" wipes in below.
FX/SFX: None, except for the byline wiping in.
Music/Sounds: None or sometimes a synth tune with a VO (John Leader) saying "Learning Corporation of America Presents".
Availability: Extremely rare. Seen on LCA releases on tape, such as What's Happening to Me? and The Electric Grandmother.
Editor’s Note: None.
3rd Logo (1990)
Logo: Against either a black or black and blue gradient background, we see the letters "LCA". The byline "A NEW WORLD COMPANY" is seen below the letters.
Availability: Extremely rare. The black background variant can be found on Where Did I Come From, and the black and blue gradient background variant can be found on Streetwise.
Editor’s Note: None.