Variety (July 1957)

TV FILM A.WIAL 55 Wednesday, July 81, 1957 _ t^SsRJEff _ TV FILM COMMERCIALS PRODUCED SINCE JAN. 1,1957 MPA-TV FILM PRODUCTIONS, Dlv. Motion Picturo Advertising Co. Service, Now Orleans. ADVERTISER BRAND United Gas . Strietman’s Biscuit .Zesta . Standard Oil of Texas... . National Nu-Grape .. Nu-Grape . Purity Maid Bakeiy'.Purity Maid . Skinner’s Dairy .. H & H Coffee.H & H. Keystone Laboratories.Nerv-aid . Godchaux's .... Lenswick ..■>.. White Star Laundry... Total No. of Commercial* for Each Brand By ID'* 3t 1 6t It 6 6 It 1 It 1 It 1 It It It 1 3 3 1 3 S 1 1 1 Nabisco . Kellogg . American Gas Assn. Minnesota Mining. General Cigar .*.. Pond’s Extract . Jules Montenler .. Colgate . Shulton .'.. Corn Products . Gillette Razor .. Revlon .*. P. Ballantine & Sons .... Liggett Sc Myers ........ Procter & Gamble ....... Dan River Mills . Whitehall Pharmaceutical Delco _.........._ Lever .. . MPO TELEVISION FILMS, New York. .Crackers *.. 2 . Cereals .. 7 . 5 .Scotch Tape . 2 .White Owl Cigars .. 2 . 4 : Stoppette . 1 . Vel . 2 .Old Spice . 6 .Nu-Soft . 1 .... 1 ... 1 .Ballantine Beer. 1 .L Sc M Cigarettes ............ 1 . Gleam . 8 .Wrinkle Shed Dri-Don .. 1 .Freezone .................... 1 .Batteries . 2 .Lifebouy . 3 Marvin Rothenberg, In charge. l l 5 2 1 4 1 1 2 1 1 2 6 1 1 1 1 1 6 • 1 1 1 l S 2 4 1 i 4 2 3 2 1 6 6 6 4. 2 5 3 2 5 FRED A. NILES PRODUCTIONS INC., Chicago. Swift ..... Superior Meats /..... Pabst Blue Ribbon Beer. Admiral ..:..... .Radarscope .... Admiral .......Port. Tv ....... $Iagikist Rug Clnrs. & Dry Clng..... Johnson Max ...Pride.. Leonard Gasoline ... .Gasoline ....... Campbell Soup . . -Soups . Admiral .Refrig. ........ Goldcraft Sessions...Peanut Butter .. Bell Sc Howell \ ...Camera _... Aunt Jemima . .....Easy Mix. Brunswick Bowling . . .n. Quaker Oats ...... Junior Achievement Program. --............. JLelsey Fraser... .Housepower ... Kelloggs.... Lion Oil.. Gas ........... Serfta Mattress . Wrisley Soap... Kheem Hot Water Heaters. Faultless Starch ... Lone Star Gas .: .Utility . Rival Dog Food.... Kelsey-Fraser .. Cleankitchen Cleaning Machine ... .Machinery .. Spray •N’ Wipe ....Cleaner Oklahoma Gasoline .. 41 4 1 1 1 6 1 1 1 1 1 It 2 It 4 4 . 2 3 4t 2 3 1 1 4 3 2t It 7* 25t 2 3t Fred (Continued on page 08) A. Niles, In charge. 3 1 4 1 1 3 3 1 1 514 1 2 1 1 3 4 1 1 - 1 ♦ 2 4 2 l 1 1 4 3 1 1 1 3 4 25 1 1 »■ seme pr. aU the .t*Ul number of commercial*, ue, In.color.. D Whether'engrVPf'.tetW tnclO0» Mfltratioii. ■ So s * u n « « r? * ii S a ii c a a Carl J. Mabry, Fret. Agency, City Bozell & Jacobs, Houston Ralph H. Jones, Cincinnati White & Shuford, El Paso Liller Neal & Battle, Atlanta Standard, Clarksburg, W. Va. Newman Lynde, Jacksonville Thomas F. Conroy, San Antonio Brick Muller, Memphis O. W. Josylyn, Baton Rouge H. S. Benjamin, Baton Rouge Pitluk, San Antonio McCann-Erickson," N. Y. Leo Burnett, N. Y. Lennen & Newell, N. Y. BBDO, N. Y. Young & Rubicam, N. Y. J, Walter Thompson, N. Y. Earl Ludgin, Chi. Lennen & Newell, N. Y. Kenyon Sc Eckhardt, N. Y. McCann-Erickson, N. Y. Maxon, N. Y. C. J. La Roche, N. Y. William Esty, N. Y. Dancer-Fitzgerald-Sample, N.Y. Compton, N. Y. Grey, N. Y. Ted Bates, N. Y. Campbell-Ewald, N. Y. Sullivan, Stauffer, Colwell, Bayles, N. Y. Compton, N. Y, J. Walter Thompson, N. Y. N. W. Ayer, N. Y. Direct Marschalk & Pratt, N. Y. J. Walter Thompson, N. Y. Doyle, Dane, Bernbach, N. Y. Benton & Bowles, N. Y. BBDO, N. Y. * Lennen & Newell, N. Y. North Adv., Chi. Sullivan, Stauffer, Colwell, Bayles, N. Y. McCann-Erickson, N. Y. Young & Rubicam, N. Y. J. Walter Thompson, N. Y. Benton & Bowles, N. Y. Campbell-Ewald, N. Y. Compton, N. Y. BBDO, N. Y. Benton & Bowles, N. Y. Wot. Esty; N. Y. J. Walter Thompson, N. Y. Benton & Bowles, N. Y. Campbell-Mithune, Mpl?. Buthrauff & Ryan, N. Y. Ted Bates, N. Y, Ted Bates, N. Y. Young Sc Rubicam, N. Y. Ted Bates, N. Y. OgilVy, Benson, Mather, N. Y. Kenyon Sc Eckhardt, N. Y. A1 Paul Lefton, Phila. J. Walter Thompson, N. Y. - McCann-Erickson* Marcus Leo Burnett Direct Direct Doris Greenwood Needham, Louis Sc Brorby Wes Aves Leo Burnett Direct Drury McCann-Erickson John W. Shaw McCann-Erickson Wherry, Baker. Tilden Henri, Hurst, McDonald Direct Leo Burnett Ridgway Ruthrauff 3c Ryan Fulton Morrissey Campbell Ewald Bruce B. Brewer Ruthrauff L Ryan McCann-Erickson Direct Direct Sperry-Boom Maryland ■ * a ; «4 The New Role Of the Com’l Producer By ROBERT LAWRENCE (Pres., Robert Lawrence Prod.) One-stop service will dominate the filmed commercial field in the next decade. The far-sighted producers who take the plunge into the one-stop shop will' dom¬ inate the business. And the de¬ velopment will effect a degree of stability hitherto unknown to the industry. The one-stop shop may be de¬ fined as one capable of handling within its own organization every phase of production, every kind of production, anywhere. In our or¬ ganization, it includes main head¬ quarters and studios in New York, an animation affiliate on the Coast, a production^ company in Canada, a new animation studio in New York and a special effects and industrial division in New York. This kind of operation is a gamble. To build it, the producer must pour hard-earned cash into his business without immediate re¬ turns. In our organization it has meant an investment of five years of work and profits. To sustain it, a steady volume of production must be maintained. The en¬ larged overhead does not permit a slackening of production activ¬ ity. It is much more difficult to tighten up this kind of organiza¬ tion than a smaller one. But this is the gamble that com¬ mercial piodueers must take—and few have ventured to take it thus far. Why run the risk of diversifi¬ cation, they argue, when business is good enough without it? Why compound the headaches and in¬ variables involved in commercial production when there are enough complexities to worry about now? Why diversify when we can profit by specializing? 1 Enter—The" Ne^Era ~j The answer is. that the commer¬ cial-making field is on the threshold of a new era. The first ten years of commercial production was char¬ acterized by the highly competitive atmosphere described by Variety earlier this year. An advertising agency works with a given pro¬ ducer, teaches his production team all about the product, alerts him to the do's and don’ts and then too frequently transfers his business elsewhere. “Elsewhere” is often a new company offering attractive prices in order to establish itse’f. Then the agency has to start agair. in orienting the new producer with the product and problems involved. The time that should be devoted to creativity is devoted to mechanics, and, quite frequently, mediocrity results. The alternative is the relaxation of the competitive, bidding system, and more stable and closer agency- producer relations, which allows the producers’ staff to work with the advertising agency people from the conception of the idea to the fin¬ ished product. Such a change in the dynamics of commercial pro¬ duction is taking place right now'. Agency-producer relations are set¬ tling down; more and more agen¬ cies are “going steady” with pro¬ ducers. To meet the trend, pro¬ ducers must be equipped to fill every possible need of agencies and tbeir clients. Only the producer with one-stop service can do it and he will 'get the lion’s share of the commercial film business In the era of stability. The commercial film company of the future will be equipped to han¬ dle under its corporate roof not only television commercials but in¬ dustrial and government films, in black and white, color and 3-D, live action and animation, scripts in English and French and other lan¬ guages, and production anywhere in the . United States, Canada and wherever clients’ needs arise. The establishment of this kind of one-stop service is not easy and. the near-sighted will continue to be frightened away. It also takes a good deal of talent to man each facet of the operation. It takes knowhow in all phases of film pro¬ duction and in the intricacies of big business and International financing. * But most important it takes foresight. Clients too have resisted the • S > Sen *page> °