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Problem: How to integrate film commercials for Piels Beer with tv sports shows? Answer was found by Y&R agency through use of some $125 worth of stock sports shots as scene-setters
Triumphant entry of Allies into Paris in WW II featured as part of drama on "Robert Montgomery Presents.'' Stock footage was blended with live action. Some 20 seconds' worth cost $32
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Old and new autos were contrasted in film commercials supervised by K&E for Lincoln-Mercury's "Toast of the Town" on CBS TV. Rush processing job took three days. Cost: about $60
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Jam Handy-made hour-long film show for "Lutheran Hour" was built around several hundred feet of stock shots (cost: $2.50 per foot, plus lab fees). NBC Library read script, picked film
ii getting the most out of it ?
flows and commercial*. Data includes uses, sources, prices
newsreels and carefully collected and
catalogued by film libraries. In the world of tv advertising, stock film libraries serve roughly the same purpose that still picture services — like I nderwood & I nderwood — serve in production of magazine ads. Their big advantage is that they make stock scenes available at a far lower price than the cost of sending out your own photographer.
Most tv admen, however, still have much to learn about the use of stock movie shots in tv production. As
14 DECEMBER 1953
Frank Lepore, manager of NBC T\ film and kinescope operations, and TVd Markovic chief librarian of the NBC Film Library, told sponsor: "Until recently, half the advertisers in tv didn't know we existed to serve anyone inside or outside NBC."
Earl) this month therefore SPONSOR surveyed all of the major stock film libraries to determine how thej could besl serve as t\ advertising aids, and how much such assistance costs an advertiser. Here are the questions sponsor asked and the answers it received :
How and when can stock film be used in tv production?
Stock footage is no magi< gimmick. Its production n>l< is primarily that of featured player, rather than star.
Here's a typical use.
Recentlj Caravel Films. New V>rk producer, was -hooting film commeri Please turn to page 68)
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