Television digest with electronics reports (Jan-Dec 1954)

5 The idea of theatre TV is as old as home TV. In the early postwar years, the ^eatre owners and movie producers dreamed of their own networks beamed exclusively at theatres, and they bombarded FCC with petitions to set up exclusive channels. Their ardor had begion to cool by the time they got their hearing in 1952-53. After an abortive and aimless proceeding, FCC ruled in mid-1953 that theatre interests could apply for common carrier channels. No one ever applied — and theatre TV appeared virtually dead in 1953, while exhibitors concentrated on changing the size of their movie screens, handing out goggles and promoting Marilyn Monroe. Theatre-TV's 1954 comeback is based strictly on use of AT&T's networking circuits — and we hear of no serious plans by any group to take advantage of FCC's open-door policy on theatre-carrier channels. Nevertheless, 1954 has been theatreTV's biggest year to date — thanks to the salesmanship and showmanship of 2 harddriving theatre-TV promoting and producing firms. If sports and entertainment extravaganzas are destined to become theatre-TV s champagne and caviar, the inter-city business meeting may well be its bread & butter. This latter use has come into prominence this year, and niimbered among its satisfied users are some of America's leading corporations. The business meeting has even brought theatre-TV out of the theatre — using TV studios and hotels as well as theatres for viewing-points (Sheraton hotel chain has 5 theatre-TV units for this purpose, also uses regular 21-in. sets). Among this year's users of closed-circuit TV for business and sales "conventions" covering a number of cities: Ford (twice), Chrysler (twice). Pan American Airlines (twice). Dodge, Sealtest, Dow Chemical Co., American Management Assn., Sheraton Hotels. Step-up in closed-circuit "meetings" is in sight for rest of year. Two were held this week, both Sept. 23. Frankfort Distillers Co. outlined new retail program to 25,000 liquor dealers in theatres in 27 cities, through Theatre Network TV. And Wyeth Laboratories (pharmaceuticals) presented American College of Physicians and Surgeons' post-graduate symposium on hypertension to some 5000 doctors in 23 cities, through Box Office TV. The world's biggest corporation. General Motors, reportedly will use closed-circuit medium for first time Nov. 23 to show new models to dealers gathered in hotels in 49 cities. Color may become significant factor in business sessions, now that NBC has indicated it's prepared to handle nation-wide meetings in color. Theatre Network TV (TNT), sparked by pres. Nathan L. Halpern, was first in field, pioneered sports and presented all of the theatre-TV boxing bouts to date. Box Office TV (BOTV), steered by exec. v.p. Wm. Rosensohn, has presented most of the multi-city closed-circuit business meetings. Both groups hope to make bigger pitch for entertainment features. BOTV has agreement with Actors Equity for theatre-televising Broadway plays, but still must deal with electricians' and stagehands' unions, the play producers and the holders of film rights (which generally also include TV rights). TNT's next public project is opera season's opening night direct from the "Met" Nov. 8 — a repeat on grander scale of its opera telecast in Dec. 1952. As to sports — theatre-TV s proven mass-audience field — the only announced program is BOTV's series of Notre Dame football games, beginning Oct. 16 with Michigan State contest. BOTV televised Notre Dame games last season to a few theatres. Other uses are being explored. BOTV's Rosensohn has announced plans to pipe floor shows to cabarets all over country via closed-circuit bigscreen. And from time to time there's talk of equipping boxing arenas and ballparks with projection TV to accommodate huge audiences for televised sports events "where they naturally belong — in the sporting arena." Theatre TV is still groping its way. If its comeback this year is prelude to a real "click" in 1955, it could become a full-fledged industry, and — not so incidentally — a formidable competitor to home TV for sports and entertainment events. For example: When Gillette-NBC World Series pact expires in 3 years, will theatre TV be in a position to put in a bid no sponsor can match?