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FILM HIGHLIGHTS
Major regional advertisers, with big budgets, have become the backbone of film syndication. Although stations themselves make the majority of sales to local and national accounts, the regional client buys on a program basis: a single series in a package for all markets (see page 222).
There's an unabated — and continuing demand — from stations for quality half -hour film shows. Even though the supply of feature film is nowhere near the run-out point, stations are eager to get new and audience-catching film properties (see page 223).
Thematic grouping is the big trend in the sale of feature films. A packager groups several together under a generic title and thus gives the advertiser and the station a much more merchandisable vehicle on which to promote sponsor identification and sales. This also builds a steady audience (see page 223).
The last of the Hollywood majors has come into the feature film fold with the sale of the Paramount properties earlier this year. There's still a clamor for post-'48 movies, of course, but no one has a firm answer as to when these will be available to tv. Many think the only time these will become available in bulk is through liquidation of the big studios (see page 223).
Agencies and their commercial film producers seem to be contradictory in their approach to the final film sales product. On the one hand, clients want costs trimmed. They're using fewer actors, fewer closetips, more on-location shooting, less animation. But, on the other, they're sailing for bigger and grander production commercials which require elaborate sets and staging, intricate production. It resolves itself along these lines: when they spend money, they really spend it! But most of the time they're not spending that much (see page 228).
FILM BASICS
Articles Page
Film sponsors: Chart showing the 292 clients who are leading film show buyers and prospects 220
Status report: Syndicated film. Patterns of syndication plus an adjacent story on feature film 222
Syndicated film: Status report in question-and-answer form covering all phases of the industry 224
Film commercials: After a slump, an upswing. With status report in question-and-answer form 226
Charts
Number of major market syndicated features and the "top 10" 232
•Growth of syndicated film in dollar sales and in number of film hours.. 233
Conversion of minutes to footage 234
Multi-market time costs for half-hour films__ 235