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Marketing tools, trends, research data and trade tips
FILM-SCOPE
19 APRIL 1958 Westerns are still the most marketable syndication wares, as far as station peo
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sponsor publications inc. pie are concerned.
FILM-SCOPE gleaned this from a questionnaire response it completed this week.
The survey, addressed to a cross-section of FILM-SCOPE's field trend spotters — which included managers, program directors and film buyers — disclosed that next to westerns the biggest demands from sponsors were action-adventure and mystery -detective series.
Several of the respondents added this observation: Regardless of type, a good, quality sbow will still find a buyer.
A noteworthy comment, spurred by FILM-SCOPE's latest questionnaire, came from Jack Tipton, manager of KLZ-TV, Denver:
"Local prospects for complete sponsorship have diminished because of the sharp increase in film prices.
"If gross film costs could be regulated parallel to the Class "A" half-hour one time rate, we feel sure we'd have many more local sponsors for syndicated series."
Look for a second year of production on 26 Men.
Although it's not yet renewal time, ABC Film is assured of practically 85% current sponsor renewals, so it'll start production on the second series this summer.
Some current sponsors: Winston Cigarettes, A & P, Ceneral Electric, Colgate-Palmolive, Pepsodent, Pabst Brewery, Hood Dairy, Standard Oil.
The series, on the air since October, has reached the 170 market point, in 46 states.
Next anticipated action by the Justice Department in its probing of feature film distributors is a suit against MCA and Paramount and their $50 million deal.
The latest two-fisted Government punch is the suit slapped last week on Columbia, Screen Gems and Universal. Companies are accused under both Sherman and Clayton anti-trust acts of lessening competition in the industry and conspiring to restrain trade.
First blow to film distributors came last year, when MGM-TV and other groups were accused by the same department of block booking. That suit is still pending.
Note: Screen Gems sees no real challenge to its newly-acquired Universal films, will go ahead with release plans. Two packages (52 pictures each) have been released, one will be available this spring, one this fall, and another in the winter.
Flashes from the Film Field: NTA will shortly be opening Paris, Brussels and Rome offices; Leo Lax will head them . . . MCA's sales staff will be capitalizing on Ralph Bellamy's Tony awards in selling Follow That Man . . . Nichols Industries, toy pistol makers, plans a heavy southwest 52week schedule with Ziv's Cisco Kid; company is currently testing the show in Shreveport . . . The four new-to-syndication film series CBS TV Film will unveil at the NAB convention are Mr. Adams and Eve, You Are There, The Eve Arden Show (all offnetwork), and Vignetts, a family educational series . . . Pilot on TCF-TV series, Navy Frogmen, will be offered this week to New York agencies and advertisers . . . Early renewals on CNP's Silent Service have come in from Schlitz, Shaeffer Beer, Robert Burns, O'Keefe's Beer, Interstate Insurance, Swift & Co. and Nabisco.
(For further film news see SPONSOR-SCOPE and Film Wrap-Up, page 61.)
SPONSOR • 19 APRIL 1958