Broadcasting Telecasting (Oct - Dec 1951)

FILM PROSPECTS Demand May Double in '52 TRENDSgt for 1952 BUSINESS prospects for film companies in 1952 could scarcely be brighter, judging by the comments of TV film package and motion picture producers to the annual yearend survey by Broadcasting • Telecasting. This optimism far transcends such apparent obstacles as FCC's TV station freeze, material shortages, cost factors and union jurisdicti on squabbles. Potentialities are described as limitless when FCC lifts the freeze, though this probably will not be reflected in 1952. Virtually without exception, film producers are unanimous in their conviction that demand and output for film will double— even triple — in the forthcoming year. Perhaps the best barometer is the numerical emergence of film companies which have hopped on the television bandwagon, firm in the belief that film will dominate the visual medium in the near future. Ever since motion picture companies on the West Coast adopted -the time-worn adage— "if you can't beat 'em, join 'em" — the gold rush to television has been in full swing. The key to this situation is their belief that TV eventually will be wed to motion pictures after divorcing sound broadcasting — an abhorrent thought in many industry .quarters. Emerging from the year-end survey are these highlights: £ Film will comprise from 65% to 80% of telecasting by the end of 1952, or within a reasonably short time thereafter. • The films-for-TV industry will record upwards of $10 million in revenue next year, with a sizable part of that for film commercials. % More and more motion picture stars and executives will channel their time and efforts to films for video; in addition, the TV industry will spawn a growing crop of stars for the movie industry. # Film production may well centralize on the West Coast and many advertising agency executives may be expected to transfer their operations to Hollywood. Television will play a greater role in world affairs and in entertaining people, largely through film, according to Louis D. Snader, president, Snader Telescriptions Corp. He reiterated that "80% of television will be on film by the end of the year" and cited interest in films of the Korean war and forthcoming coverage of the GOP and Democratic party conventions. "It is my feeling that we can best serve our function by entertaining the people," Mr. Snader asserted. "By providing entertainment we draw into the periphery of our viewing audience the greatest number of people." Television will prove to be both a lure and training ground for Hollywood film stars, Hal E. Roach, president of Hal Roach Studios, Culver City, Calif., told Broadcasting • Telecasting. "Many personalities will wait too long before entering television. By the time they're ready for the move they will discover that television already has its own popular favorites." Bing Crosby Enterprises, Hollywood, for sees 1952 as the first golden year for motion pictures in video, according to Basil Grillo, executive vice president. Firm pioneered in film TV with the Fireside Theatre and is shooting other programs for sponsors. "Not only is production of good television films increasing in 1952," Mr. Grillo said, "but sales of this product to important national, regional and local advertisers is keeping pace with our production." Even greater progress in the film-for-TV industry than this past year is predicted by Jerry Fairbanks, president and executive producer, Jerry Fairbanks Inc. Output should double that of 1951, he states, explaining: "Sponsors, agencies and net works finally have recognized film for what it can be — the one sure way of achieving professional perfection in program presentation and the best method of solving the problem of time differences across the nation. Already well represented on all video popularity surveys, filmed programs this coming year may capture as many as six out of the ten top ratings. And its use by independent stations for quality programming at costs local and regional sponsors can afford will increase manifold." The new year will usher in a "sponsors' goldrush" to TV film productions, following the lead of Procter & Gamble, General Mills, Philip Morris and others, according to Milton M. Blink, executive vice president of United Television Programs. "But it is the regional and local sponsors who come into their own with films, as only with film can they compete with the best of TV shows at a fraction of the cost of a nationwide show. We are extremely high on film and TV in '52," Mr. Blink stated. Aaron Beckwith, sales manager of United Television, same firm, said that new year production is "accelerated, with new shows being planned by United TV." Prospects for 1952, he said, "are great because networks are adopting policies that make time clearances easier." And small stations are being attracted to the bigger and better shows being made by film packagers, which also improves the outlook. John L. Sinn, president of Ziv TV Programs Inc., said spot television of the filmed-syndicated variety is. destined for greater importance for the same reason spot radio has increased in use. Swing to Film More and more national advertisers are turning to filmed programs— such as Boston Blackie and Cisco Kid — to do their selling job in specific individual communities, he said. So too, are regional and local advertisers, who find such a flexible programming tool a valuable means of getting through to the public. With the quality of film and of film transmission having become so top grade that resistance to using filmed shows has passed out of existence, the filmed-syndicated television industry is on the verge of a boom paralleling that enjoyed by the transcribed-syndicated radio industry during the past five years, Mr. Sinn predicted. Top names are becoming increasingly easy to bring into the field — top actors, writers, technicians. John Mitchell, vice president and general manager of United Artists TV Corp., sees business going "way up" for 1952 to reach a volume about three times that for 1951. Sales, too, will increase, he adds. Network Resistence "Film business will get bigger and bigger and bigger, and 1952 should be a great year" Mr Mitchell said, adding the qualification, "unless there's a war." Network resistance to film has finally broken down, he said, and this has opened things up all the way around, setting a pattern for na tional, regional, and local adver tisers. The end of 1951 also brings an end to red-ink operations, Mr Mitchell reports, with film companies now starting to make money in television. Jules Wile, president of Master1 » piece Productions, sees greater production during 1952 with an in crease of at least 25%. Sales should have a proportionate rise. Mr. Wile predicts that, while much more film will be used during 1; 1952, more effort will be directed toward producing half-hour pro grams, rather than feature-length films for television, primarily be cause of time costs. Advertisers will want features trimmed to TV time schedules with 54 minutes : playing time in an hour's telecast Half -hour and hour-long programs will amount to at least 50% of the film business during the year, he said, adding, "1952 will be a good year, a very good year." Production Increase Mervin Pollack, vice president and general counsel of Pathescope Productions, sees a production in crease of 40% — not because of greatly increased business so much' as because Pathescope has to date somewhat neglected TV for industrial films and plans to rectify that. Mr. Pollack also sees greater use, (Continued on page 77) Mr. Lesser Mr. Sinn . Mr. Robeck Mr. McNamara Mr. Thayer Page 43 • December 24, 1951 Mr. Autry Mr. Ralston Mr. Roach Mr. Snader Mr. Collins OADCASTING • Telecastin;