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1. W FILM: $60 million business
/j\t\ -mi i |cii\ Fairbanks shot the lir-i made-for-h him in 1946 -a lowbudget episode of Public Prosecutor id \\\(. tin t\ film program industi\ has grown so fast lew admen can keep track of it.
M.inv a client todaj i hew itched, bothered and bewildered bj the ei^htyear-old marriage "I t\ and the movie industry. Man) an agencj or station film buyer lit tried t<> look into the future of the multi-million dollar film syndication business and bas found it as clouded as a London fog.
What's happening with color films? What arc the trend in multiple-market spotting oi syndicated films? What's the qualit] <>f the merchandising offered bj film distributors? Are the pricing formulas becoming stabilized? Is the industr) basicall) sound? How fast is it really growing? What about reruns?
These were just a few of the ques
tionwhich SPONSOR editors discovered were hot topics among clients and
agencic-. \nd these questions formed the basis ol extensive questionnaires used to survey all the leading film producers and distributors.
Briefly, this i the -ize and shape of the syndicated tv film program business as of now :
• Syndicated films are hip business. Film producers and distributors were asked in sponsor's questionnaires to reveal their gross business during the past year. On a confidential basis nearl\ all gave answers. This total was measured against the total of all tv film companies with weighting to get a projection, sponsor's guesstimate for the 1954 business in tv program films i not including feature-lengths or commercials): over $60 million.
• The business is still grow ing. Some more industry estimates: back in 1948. between 7 and 10' r of the program
Bchedule of the average network-affiliated tv outlet was on film; today, the figure is calculated to be about 35' 1 . even though the total number of telecasting hours of the average tv outlet has increased nearh four times. As far as film production is concerned, distributors estimate that the 1953 output was 300' '< over that of 1952 — and still climbing.
These are highlights. In succeeding pages, you will find detailed reports. They include an up-to-the minute report on film industry progress in color television, a study of the rerun film market, a report on tv film production costs and an up-to-date list of film-.
Here, topic by topic, are other major developments in the tv film syndication business which emerged in sponsor's stud\.
► Color films:
There's no hotter topic in the video
Ziv TV is acknowledged leader in booming syndication field, currently has eight tv film series before cameras. Below, executives of Carter Products and SSCB agency meet with Ziv officials to discuss promotion
plans for Carter-sponsored film show, "Mr. District Attorney." L. to r.: Russ Clancy, Ziv a.e.; Barrett Welch, SSCB a.e. for Carter's; M. J. "Bud" Rif kin, Ziv tv sales manager; Alan Miller, ad manager of Carter
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SPONSOR