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Reportt ami evaluates news, trends, opinions fot film buyers and tellers
FILM-SCOPE
24 AUGUST
C«tyrl|M IM7 SPONSOR PUBLICATIONS INO
With syndicated tales merril) in theii fill groove, film people informally wen comparing notes ilii week on which anglea «»!' their product have 1 1« • m<>»t potent lure tor buyers.
[he basic answer, of course, is simple: Flexibility. Bui this theme has man) varia tions, as ;i check b) FILM-SCOPE with a number of Vgenc) Spotters shows.
Here's win the 10 top agencj film spenders say the) bnj by the can:
1. Film lends itself well t<> regional distribution and merchandising situations. lou can spot your emphasis where you want it.
2. Identification between sponsor and film is fasl and easy.
3. Film is a hand) wa) <>f covering desirable non-network areas.
I. 1 1* sometimes a painless way of introducing a client into tli<" mysteries of i\. •"). Ii will lit almost any budget (particular!) the -mallei ones).
(>. Good between-season Tare. 7. Has plent) <>f merchandising books.
;>. Sponsors who balk at 52-week network contracts beam at tin* short-term commitments available in film.
9. If it come to a question of where to spend a given amount of mone) for Bpol announcements or a full-dress show — the sponsor often votes for 30 minute of film on the theor) that it gives his brand a "standing" in the community.
10. Clients sometimes -ell a product under different labels in different parts of the nation. Film solves the advertising problem here.
II. It's a good test medium.
The Arabian American Oil Co. is giving its American employees in the desert wastes of (lie Near Fasl something pleasant to dream about.
It bus bought .">2 episodes of Kingdom of the Sea from Guild for telecast
from Saudi Arabia as pure morale-builder.
The aphorism that stations won't promote feature film has been shaken by NTA Film Network's $ 10. OIK) Showmanship contest in behalf of the Premiere Performance series.
The first-prize winner KTTV, Los Vngeles pulled oul all the stops ovei a I 1-week period, ranging all the wa) from old-fashioned ballyhoo to -k\ writing. The prize, moreover, barel) scratched KTTVs promotion expenditure 'over .SI 30.000 not counting ads l .
KLFY-TV, Lafayette, La., gol second prize with a teaser contest, while 126 other stations pitched in for a total 1 3week outlay estimated at SI. 150.000.
ksBoeiated Vrtists Production Corp. this week disclosed for the first six months of 1957 a gross return of $26,660,000 and net earnings of $1,237,638.
Also announced was the election of Eliot Flyman as VAP president, replacing Louis Chester, who continues as board chairman.
SPONSOR
21 AUGUST 1957
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