Broadcasting Telecasting (Jul-Sep 1953)

BIG FILM BUY IN OHIO WBNS-TV Columbus, Ohio, has signed contracts with six top film distributors to secure '"first-run" films for its late evening film show. Armchair Theatre, with the first runs to be programmed for over a year, Jerome R. Reeves, station program director, said last week. WBNS-TV secured the films at a price of $100,000, reported to be the largest ever paid for a film package in central Ohio. The station's Armchair Theatre will be the only "first-run" feature film show in that area, Mr. Reeves said. The contracts guarantee WBNS-TV more than 300 first-run features, he said. The station began a search of the film market for first runs after a WBNS-TV survey of central Ohio viewers in which it was found that, although there is public acceptance of second and third runs, any showings beyond that number in the same time segment creates strenuous objections, Mr. Reeves said. He said the Columbus outlet was one of the first TV stations to buy film on a library basis, but that after two and a half years the station finds it necessary to change its policy on feature film showings. The station will back up its Armchair Theatre showings with a promotion campaign to include on-the-air plugs, local show tie-ins, newspaper advertisements and publicity, car cards and direct mail pieces, Mr. Reeves said. The contracts became effective July 5. ing costs, and shipping charges. We do not try to make a profit on our film. Every novice operator should follow one word of caution. Be sure that you have arranged for a well designed film room. We have had as many as 200 films on hand at one time, and we never have less than 75. You will need a film bin, carefully indexed. Be sure your film room meets local insurance requirements and do not build it until you are sure you will not have to change to meet fire protection and safety laws. The most important single operation in film procedure is the proper use of these film bins. These must be card indexed and the r GREAT AIUERICAIMS Superbly produced • dramatically portrayed 26 quarter hour episodes .... This saleable prestige TV film series (authenticated by Encyclopedia Britannica) highlights lives of these great Americans and their contributions to our American heritage. Christopher Columbus Benjamin Franklin Thomas Jefferson Lewis & Clark John Marshall Eli Whitney Daniel Webster Henry W. Longfellow John C. Fremont Andrew Carnegie Susan B. Anthony James Fenimore Cooper John Greenleaf Whittler LaSalle George Washington Daniel Boone Alexander Hamilton John Quincv Adams Andrew Jackson John C. Calhoun Horace Mann Abraham Lincoln Booker T. Washington Washington Irving Louisa May Alcott Oliver Wendell Holmes This series offers unlimited merchandising opportunities, local school and civic tie-ins, etc. GREAT AMERICANS has been tested and proved by such outstanding accounts as: The Michigan Bell Telephone Co. Southwestern Bell Telephone Co. North Pole Ice Cream, Pittsburgh Old Stone Bank, of Providence Adams Dairy, Kansas City, Mo. . . . and scores of other "sales-conscious" advertisers. Write or wire today for audition prints and rates. Exclusive in your market. "Ihf IJbrorif thai pans tor imoif' Associated Program Service ( A Division of Muzak Corp.) 237 West 54th St., New York 19, N. Y. Phone: Plaza 7-7700 L cards should show the date received and the date reshipped. This reshipping is a problem and you must get rid of films quickly, otherwise you will find you have a jumble in your film room. We have a rule that no film is on hand more than 30 minutes before it is indexed. Shipping Charges On film that we buy, we pay shipping charges when received and we bill the advertiser for these charges, as well as when we re-ship. Kinescopes are paid for by us on receipt and shipped collect. We try to ship kines within 30 minutes after opening in the morning or, if the show is in the daytime, immediately after the film is run. If you do not do this you will have problems. In a small station television operation, the general manager must check carefully to see that his editor screens every film, then indexes it and files it immediately. After use, it is equally as important that the bin be clear for another film. To sum this up, film buying is the responsibility of the general manager. The organization of the film room is his responsibility. The prices paid for the films are his responsibility. Proper attention to these details will do much to make your film operation smooth and profitable. GAC Named Representative For Columbia's Screen Gems AN AGREEMENT was announced by Columbia Picture Corp. and General Artists Corp. last week whereby GAC will serve as exclusive national representative for Screen Gems Inc., Columbia's TV film subsidiary. Under the arrangement, GAC immediately will take over sales to national and regional sponsors. Sales to local advertisers will continue under Screen Gems Sales Manager John Mitchell and his staff. General Artists, a talent agency for more than 20 years, maintains offices in New York, Chicago, Beverly Hills, Cincinnati and Dallas. Among the Screen Gem.s properties made especially for TV are Manhunt, Fair Trial, Meet The Family, The Law Strikes Back, The Tales of the Texas Rangers, The Ford Theatre and The Big Playback. MADISON SQUARE GARDEN Season of TV's FINEST and MOST POPULAR Sports Film Show is available now for Fall sponsorship * sold in 33 markets last year * Marty Glickman and Stan Lontax * exclusive film coverage * produced by Winik Films Corp. * boxing, bockey, rodeo * basketball, wrestling ^ Ice sliow, horse show, etc. for details contact: FILM SYNDICATION SECTION oUMONf TELEVISION NETWORK 515 MADISON AVE., NEW YORK Broadcasting • Telecasting July 13, 1953 Page 113