Sponsor (July-Dec 1951)

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ago. Others will be making more films on a "to-order" basis for leading TV clients and networks. Two recent examples of this trend: Robert L. Lippert, one of the film capitals ace independent producers, has re-scored (in a special deal with the American Federation of Musicians) some 20 of his products, and has been selling them to TV stations as a package, with another package of 20 films expected for the fall. Columbia Pictures subsidiary, Screen Gems, has shot two trial-run half-hour versions on film of du Pout's Cavalcade of America, at a reported cost of $22,500 each, using the extensive Columbia studios in Hollywood. Q. Will the ABC-United Paramount deal mean that more Hollywood films will be available for TV? A. United Paramount Theatres does not make films. But since UPT is the largest movie exhibitor in the country, its merger with ABC has caused a tremendous amount of talk in Hollywood. This alone may be enough to prod some of the major studios, like Metro and Warners, who are anti-TV, into becoming more active in video, or into releasing some of their old films to television. Also, since UPT is an old hand at building expensive stage shows with name stars, it may mean that more name talent may flock this fall to TV, and perhaps to TV films. Q. What are the main advantages Hollywood has in making TV program films? A. With Hollywood, film-making is an established business. The best technical brains, and the best-known talent, are there. The weather is usually excellent for outdoor location shots. Laboratory work, for films and recording, is the world's finest, and can often be turned out faster than similar work in the East. With an increasing list of big studios and independent producers engaged in TV film activities of all sorts, the Hollywood firms are building a big backlog of experience. Q. What are the disadvantages facing Hollywood film men? A. Hollywood's "sponsor," until TV came along, was the box-office. All film men were concerned with was turning out pictures that would appeal to the public. Now, Hollywood is hav 1 of the "St Louis ^a/lpoom" sold these advertisers I :-: tea The "St. Louis Ballroom" /'///j is promotion! Bigger, better than ever! 24 sheets, exterior bus and streetcar cards, interior bus and streetcar announcements on Transit Radio, newspaper display ads, special mail promotions and personal appearances, promotion announcements on KXOK are scoring a wide plus for "St. Louis Ballroom" advertisers. Get details from your John Blair man or from KXOK today. ABC STATION ,2,l i DEIMARCHESTNUT 370U 63okc.50oo WATTS •FULL TIME Represented by John Blair & Co. 16 JULY 1951 173