Sponsor (Jan-June 1954)

0 checklist for a busy film-buyer Seven keys to bigger TV audiences with such salesmaking favorites as . . . ] ABBOTT & COSTELLO SHOW 52 sure-fire comedies that click with kids and grownups alike in millions of homes, made especially for TV. ] BIFF BAKER, U.S. A. Overseas intrigue in a fast-moving family adventure series of highest network quality. I — I ROD CAMERON in 1 — ' CITY DETECTIVE Recently rated as the country's #1 local film for television — and sold to Falstaff Beer in 118 markets for the largest regional sale in TV film history. ] FAMOUS PLAYHOUSE A super-assortment of over 175 criginal half-hour dramas with Hollywood names and sure sales appeal. ] FOLLOW THAT MAN The exciting "Man Against Crime" films (34.6 network Nielsen average) starring Ralph Bellamy, retitled for first-run in many TV cuies. ] I'M THE LAW Starring George Raft in the unique adventures of a metropolitan police inspector, packed with sales punch. ] PLAYHOUSE 15 78 fifteen-minute dramas of highest quality made for TV by the producer of BIG STORY and T-MEN IN ACTION. They ALL bear the same MCA-TV stamp of quality! For information, on these or other MCA-TV Advertising Showcases on Film, just clip this advertisement to your letterhead. o n A JJ At, Ill MM NEW YORK: 598 Madison Ave., PL 9-7500 60 There'll be less quantity, more quality in '.II syntlieatetl films />Y Fred J. Mahlttrill. dirrrlar <>/ nprratii'ni. t BS ; I r i/". iaUi Iii ici ins of the film syndication industr) as a whole, the important things to look for in the coming vear are the following: a decrease in the quantity of program production "stars" hut a verj pronounced improvement in terms ,,l production quality; a clarification of standards for color film and a gradual approach to the filming of svndication television programs in color: a . ontinuing upward trend in the number of film programs used locally on television stations; an increasing realization 1>\ main more advertisers of the real value of so-called second runs and a mu.h greater use of these repeat shows: more solid organizational setups on the part of the major film disributors and far greater emphasis on ervice, merchandising and sales promotion. All in all. 1954 should be the vear in which film syndication as an indusIrv finally emerges from its growing pains and gains its rightful place as an important segment of the fast growing and dramatic television business. And he real benefit of this emergence will be not only to the film distributors and producers but even more importantlv. to the advertisers, agencies, television stations and the viewing audience. CBS TV Film Sales in L953 had its best year, saleswise. in its short and exciting historv. This resulted from I he combined effects of the Lifting ol the television station construction "freeze." a threefold sales staff ini rease, and the addition of four major film properties: Amos V Andy. Art Linkletter and the kid*. Gloria Swanson's Crown Theatre and Annie Oaldey to the previousl} existing catalog ol nine program scries. \ll present indii ations are thai this w ill be a short lived record and that 1954 will far ex I eed the sales mark (balked up for 1953. Plans are well along for expansion right down the line in terms oi increased -ale -taff. new major film products and -tepped up sales promotion and merchandising. * * * SPONSOR survey slums tr films are u SI2ZM00M00 business For nearl) two month-. SPONSOB editors have been gathering and sifting data of all types concerning the booming I .v. t\ film industry. Special surveys have been conducted in which all of the leading Byndicators, prodi* and commercial film makers were contacted. Admen, clients and film buvers were interviewed. A tv film section. based on this research, will appear in the 25 Januarv issue. Here's a preview of the main trends unearthed by SPONSOR'S quizzing: • Size — Several of the smaller film companies have folded. Some, like I'nited TV Productions and GrossKrasne. have merged. Generally speaking, the big firms — in both the commercial and program field — are getting bigger, sponsor's estimate for the 1954 gross in the film industrv — all types— is $125,000,000 based on the combined forecasts of man) producers. • Color \nw that t\ broadcasters and set-builder have the FCC's goahead in color tv. the film industry is ino\ ing from the realm of experimentation in t\ color films into the realm of day-to-da) production. SPONSOR'S surveys show that as much as a third of the 1954 production of programs and commercials ma\ be shot in color, using principallv the still-new color stocks developed by Eastman Kodak. • Talent — Main a new star name is being developed via tv films, and main an established Hollywood st. r is seeking new lustre through the route of tv movies. More than ever before, -tars are becoming active participants in the financing and production of video movies. However, the SAG contracts— while causing a few well-established commercial personalities to net a lot of work — are tutting down drastically on the amount of experimentation that film producers will do in 1954 with new. untried talent. [*00 expensive. • Renins Repeat film -bow have definitelv established themselves as an important factor in 1954 tv program plan-. Typical: On a summer rerun of Dragnet films. Mel-en < al ulates that 45.it'; of people who watched the second showing had also seen the first. • • * SPONSOR