Dave is right. this is a triplex machine used to play back slides,16mm and 35mm film. As a matter of fact you can see a small reel on the 16mm machine. thats was probably a 20 sec, 30 sec or 1 minute commercial. The only recording that was done on 16 mm film was in TVR run by Red Steiger also known as kinescope. That later became VT recording for CBS archives.
Actually, Harold sent me the wrong picture!
I will correct that later today or tomorrow.