Variety (March 1958)

Wednesday, March 19, 1958 _ Need For Flexibility In I Both Live & Film Area By JERRY FENIGER (V. P. in charge TV-Radio Programming, Cunningham & Walsh} Basically, whether a program is wind up In the form of pilots. As oil celluloid or comes to you “dl- long as there are producers with rect from the stage of the world faith in their own convictions, we’ll famous, etc.” doesn’t have tremen- have lots of pilots to look at. How- dous -relevance to the viewers ever, the gamble inherent in buy- acrossi America. What they want is ing 39 shows on the basis of a pilot good programming, be it live or is given ever increasing weight In film. the final deliberations which pre- TV FILM SKMI-ANMAl Animated Oim'Is— I ^No Great Rush For le Soft-Sell With. A Show Biz Flavor Film Shows In Italy By ROBERT F. HAWKINS I . mi Rome. and occasionally the more popu- The new year has brought with 1 lar ones are pulled out and dusted Rv RORFRT I AWRFlVfF it-another sharp boost , in Italian off for a second viewing at “off” By RGHLn 1 LAWKblNlh .. video set. totals, still far ahead of hours. Many opera kines have re- (Pres., Robt. Lawrence Prod.) timetable . and now. above 300,000 cently been fold to other European Like any growing baby, tv has registered subscriptions. Total is television *nets. Less frequently ; tvDical Dhases. TV rnminerrialc expected to swell rapidly, especial- RAT dip* wl- 1 - r expected to”sweU rapidly. espeMalr £« digs back into T s Sy to In the .never ending battle of cede any final setting of pen to are no exception. The tv commer- Iy in view of program improvement a repeat of a dramatic show- matching the show to the ^manner paper. : cial, in its infant stage, was apt to the start of the year and the though this is usually ?one in S of presentation, it boils down to ^Because of this, it seems to us howl loudly for attention, using increased number of hours dedi- of cancellation of skedded pro- this: which way of getting it on that the producers of live, shows neither good manners nor subtlety cated to the Itald viewer since Jan. grams or such cause the tv tube will give our clients,the have an advantage which can pay in its approach. Today, in adoles- R Current objective for the RAI- Aside from acquired film prod- best show at the lowest cost to do off _if they wiU carefully plan out cence, there is still a great deal of. TV operation: 1,000,000 sets. uct, mostly accumulated s J ™ * the overall marketing job. their show ideas for the coming the showoff. in the tv commercial, The jump in daily telecasting years ago and still- apparently Obviously, the current economic season. . , . of noise for noise sake, and a train hours has only slightly added to abundant, the Italo telenet uses . situation is a factor in every client’s The critics seem to feel that live of thought that often leaves its the local use of filmed segments, little '‘outside” material in its thinking, when he makes commit- music snpws nave, witn a lew ex- track. Like an adolescent, too, the. and, considering.the high overhead filmed programs. When not speci- ments for the coming season. The Qeptions, flopped .this season is tv commercial of today has its involved, RAI-TV still features a fically ordered by RAI on-film idea of making a large dollar out- this to say .that live music snows saccharine side, is overly romantic, surprising amount of live program- stanzas and documentaries’ are usu- lay on a firm basis in April of 1958 are necessarily .bad as a program unrealistically masculine or femi- ming in its weekly fare. ally the product of RAI’s own well- which commits him from Septem- type. Maybe it s because the crea- nine, and spins daydreams that Hence, RAI-TV is less concerned organized, lushly equipped, and her Of 1958 to September of 1959 tive. ingenuity necessary to do «r only itself can believe. for the moment with buying tele- well-staffed film organization, is bound to have less appeal in a good live musical-variety show has Fortunately, adolescence is mere- pix, though , some purchases from RAI productions include such ____r__ nr_ u h#»pn larking. v » nltsisp rtf ffrnwth Tha mm. tt- o ._. . T"!** piuuutuuns UlCJUae sucn yea7when economists from Wash- be ™’ ac “ n f- h ly « °f grmvth ' T !' e .. tv U. 's;'o7fets"w'ere recentl7m‘ade na^l/a™‘thra™uVa n nTa a nd well 1 . Ington to Wenatachee admit that And, what about the comedians. mercial today, seems, at times, to Most recently was with MCA for made neW«?reeI material for their crystal .balls are tending to ^ J? and ^ ington to Wenatachee admit that And, what about the comedians? WnniP a bit mistv which. they work for a live audi- becoming more adult. . Presents ” while other repent ap- __ Tn tainnp -With crnre« hf nrn enCe? Red Skelton has certainly This is not to say the hard-sell quisitions have been TPA’s “Las- TonPe^+^fn 6 ^!? 01 ^ - an ^ f** In talking with scores of P ro " been racking up high ratings for days are over—there will always S ie” series and Ziv’s “Your Favor- wfcv « han u^ elr C £ Un l e f» ducers, packagers, agents, and net- many seasons. Again, creative be a hard-sell , school for the in- |t e Story ”* RAI also has the same «i * he €q “ ally fu R work panjandrums, we see a grow- talents must be assembled which tellectual hard of hearing. But if company’s “Highway Patrol” and ’2? I 0 ? sp £i ts $£Y er " lng recognition of the need for ea n give us new forms of present- there is a trend today, that trend '‘Science Fiction Theatre’ 1 ' readv mailin' flexibility in both the live and film ing comedy which avoid the pit- is toward respecting the intelli- for upcoming use y ty the RAI staff- areas. More and more film shows f a ii s we all have seen in seasons gence of the ty audience. Principal use of filmed segments tnvprnm^+ii 1 * 11 ^ 7 sene / s of , semI * • will be offered on shorter firm con- past. - Since repeal ofthe law thatsaidohRAtTVhas nature (such as , . . ..-—-—- P The 1958-59 season offers a tre- you can’t have any fun with your ™ elfare ’ schooling, etc.). zo stanzas of, Alfred Hitchcock three daily newscasts (which use Presents,’ while other recent ac- proportionately more film and are will be offered on shorter firm con- past. > Since repeal of the law that said on RAI-TV has come duriiU the nature (such as tracts with longer options and less The 1958-59 season offers a tre- you can’t have any fun with your moppet hours in the local nef’s in- t™lei * cho r olin f; advance notice. This is good. In niendously interesting challenge to commercial, tv spots have been not tensive pm children’s program- (Sprtn^SrPio^^Tf £ ? T , I , taI ° ^ effect, those who sell film shows everyone connected with television; only watched but discussed—some- ming unspoiled recenUv^have inSnS Sf Italian angles) *w T-itir «««»♦ ho _ ■■JL _...it*, timoe in thh .J^cenuy me and other similar material. ..tucaj. UIU 3 C .will) otu siiuna everyone tUIUieaCU WH 1 I IC1CY1B1UII uui uiavusotu-owmy- mmg. UnSDOllPd rPPPntlV havo •_.r _ i . _---: recognize that the risk can’t be the programming. Certainly, with times in the same manner as the been- "Jungle Jim ’’ “Circus Bov ” material - clients alone . , . that all t^ose P or V than normal show attrition audience - discusses fv entertain^ th,S ' .- is n concerned With the show must be and a tightening of the economic ment. It is not strange that people curre^^Bengal Lahcers”^-all ?°i W . c ? nter f^ } n joint venturers. picture,^ the availability of^^network deyelop likes and dislikes for cer- ^Gemf^^ 4in Tin^n” ^ in . :ev, rt ..idT,’t fhp aimimh. of a tain commercials; which after all „. - RmTin Rome, where RAI-TV studios are Points To ‘Live* Upswing ~ 1 Ume shouldn’t tbe as much of a tain comniercials, which after all ^ very * e Points To l^ve upswing r oWeni ^ Reasons past.. are imbedded in solid blocks of en- _ eatefl ^ All this leads toward the rather The time will be there... .. let’s tertamment on either side. How * Past year was. very well liked and wiU be re- now headquartered- Especially In )eated soon. . _ their vast and rapid handling of ’ffeatured such new material, the “Telecitta” lab Obvious conclusion that Uve shows pu t better shows in the time; can an audience,.settled in its easy ^bs Film Sa es^ fare as Vrave ?SiSS aIpwpU^ Not that milesahd miles of film talent agencies, dient/andthe Becomes a Bigtime Success By NAT GASSMAN • - . ... _ tnpf „ (Ftp/* V * Director Medallion Picture*) 1 else than a commercial, .but one W- . - « „ where the would-be founders of the ( Exec y^r. Director, Meaauion riciure?) . ^ , trie - s t0 do its se ning in a As for feature pix, RAI-TV gen- second net filed suit against the Need filler? Throw ort an old. only recently acquired some big clever, entertaining, and--if possi- erally slumps on them, following RAI-TV “monopolv.” Another at- movie Not so many years ago pictures. Their bandwdgon. policy ble—exciting way. apparent viewer preferences. Pix tempt, taking a different tack, will . No has paid off handsomely. In Jan- For this reason, animation will are usu a ]ly screened Monday be made soon, it is said along the this was standard operating p o- uary they aired “High Noon.” the continue to delight audiences into mghts at nine, rarely at other times local grapevine. The success of cedure for television stations every- Gary Cooper and Grace Kelly buying things, becau ^ <n the. short m week. Choices vary between any one of these “anti-RAI” op- where. The feature film was tele- starrer. The box scorer the NBC space of time ’allotted to a commer- Italian-mades and even older erations would probably open the vision’s adopted Child. Not really flagship captured 80% of the sets cial, more fancy, more amusement, foreign (usually U.S.) items. way for increased syndication and wanted but necessary to fill the in use; plus third in the Nielsen more music, and more exciting RAI ds known to have accu- film use on local tele screens, once chasms of air time. In those days rating in the New York area visual impact can be achieved mulated a^vast kine library, espe- the cautious RAI-TV programming the problems were twofold. Feature (beaten only by Perry Como and through animation than any other cially In the opera-operetta sector, venture is no longer alone. packages boasted a few good films Loretta Young) and hit the bull’s way. ~ ! “ ~ ■ ■ • ■ : ^ --——— — - -— with the balance tailing off badly, eye with the largest one shot au- Perhaps the famous Steinberg _ . A- a J ^ . If | ■ The film buyer reaching for the dieiice ever to see a televised JeUo series can be pegged as a f fill TO fl|1|y OC I.AAfl JJQ f Allf I «||| better films found himself saddled movie, .starter for all this—certainly the ■ VII I V VIIIJ UO UUUU fld I UUI Lull with too many which were un- CBS continually gets the rating current Piels Bros, ^campaign has CATTT irrrrr , worthy of programming. . nod with such films as "Gaslight,!’ made great hay m the soft sell ^ By. 3AJUL JEFFEE This package deal sales formula Garbo^^ -Ninotehka,” -The Man Wov'elab K.lm Laboratories) was financially successful for the Who Came to Dinner and. many ha g 3 the sugar-coating of Television and motion pictures Movielab’s facilities for both black distributor. The burden of pro- others, . i3XL and fUn to put across its sales have . never been noted for their and white color film processing grammmg feature films on an eco- The feature film has come of jn essage There are a generous P^smn for anonymity. The spot- have been steadily expanded ever nomic basis that made sense Was age on television, the future is number of others as well; light has been focused on practic- since the end of World War II; our the buyer, who, after several pur- limitless.! The distributor is now ■ ~ / - :— ••*- • - - ally every branch of the business volume is at the biggest point in chases, discovered there was no faced with his biggest challenge, j Changing Animation Patterns. | except one.- That one: department of our 28-year history and each magic formula. Tired, of eating that of devising a successful sales ; Animation techniques have the film industry has managed to month seems to be setting a new film some stations decided they formula in view, of the trend to a changed radically in recent years. re m ain virtually unknown outside record. Our laboratory alone-^-ad- could get along without movies and buyer’s market. The library deal, Buyers used to think in terms of the trade and even among many mittedly a big one, but neverthe- resistance to same began to take except for limited markets, is on two styles—traditional or full, and m°vi e people themselves. less only one of many big ones shape. - its way but; Selectivity is taking modern or limited. Today, anima- Evei^body knows about the stars here — can process in one day Then a voice from the ivory its place. A New York purchase tion-wise agency people tend to ar *d the theatres and the films on enough film to supply the normal - tower was’heard and it said, “Tele- is no longer an indication that the think in terms of characterization, television, but few people stop to network program hours of the vision was meant to be L-I-V-E” package will move in Chicago, Phil- or overall effect of the animation, realize that everything the stars three big television networks for and the echoes rebounded as af- adelphia, Milwaukee or other mar- rather than in terms of style. We a pd. the showmen and the tele- half a week or more, filiates realized that maybe movies kets. have found that it is best to get vision stations do in the realm Movielab has accomDlished this didn’t belong on tv after all. If the distributor is to succeed the plot elements of a film settled of film ultimately depends on the growth in New York City even . Resistance to feature films was his package has got to move in first and worry about the style laboratory: The laboratory; is while the oracles were all echoing building and the distributors. be : almost all of the important markets secondly; In special cases, of where the picture takes form. It is Horace Greeley’s advice to ' go deviled with product acquisition and this cannot happen unless it course, a famous style is used for where freshly exposed negative is west. I would estimate that New problems inadvertently lent aid, conforms with the specific require- its own value and is more important, developed and analyzed and cut York as a film Center today handles by their sales formula, the only ments of the local situations. What than the animation action itself; and assembled v and printed. It is a t least as much and possibly more one they knew, the package deal; goes in New York may take ia beatr This still comes under the heading where, if need be, a film maker than Hollywood itself Television Nevertheless, quality will out and ing in Chicago and make for a of characterization, in our book, can have a scene, shot in daylight, t ai , d industrial pictures today ac- with the help of the brighter pro- sweat in Philadelphia. In Milwau- For this reason we have searched transformed into the shade of C0un t for over 75% of Movielab’s gramming boys and the believers kee Schlitz is the big spender with out as many new animation stylists night he wants; it is where the business movies made it big. A good case up to $2,000 per for that show, as possible; buUding a catalog of whole mood of a color picture A ■ * . , ■. . ,■ . in. point is the CBS flagship, with Without a Schlitz pickup, figure on widely divergent art styles, so that can be emphasized or altered in ^. S nnn nnn Jf “nS the brilliant and hard , working about half the amount. New York, we can offer a client the kind of the processing,; where .- .camera - ' team of Hal Hough and Bill Lacey, for example, on a selective pur- character drawing that will best scratches are more important than t 1 By'championing their cause this chase has paid up to $20,000 per sell his plot idea,: .« press books and where—let’s face Sr astute team have made their pro- title and in time may go as high More and more, too, the trend is it—the margin for error is meas- or Howhen thP MnviP^h gramming pay off. Today CBS has as 25. toward the agency ordering their ured in millionths of.an inch. 1 rJlor labor^wavSfmCn td thP «ne of the best movie operations The face of the tv feature film producers, to create an animation The laboratory business., like the H n ' nnl \ :I ® in the country and a comfortable business has changed and if the storyboard from scratch. Animation film; production business, started *inefp aft Jrnonn w^t thronJh th? inventory of good films for some distributor Is to survive, he must ’is;almost;an/much.• an -engmegring m New York. Much of the pfbduc- r"thes? Sfnow time to come. Others of like mind keep pace with the new tempo. The science as it is an -art, and there tiqn business headed West, but the Eive a mnrh rlpJrpr are today reaping the same bene- unwanted adopted child, the fea- have been far too many occasions laboratories stayed in the East. ^ fits - • tdre film, has grown up and come when^ live action people designed Despite all the talk about the de- ^ l iKS? w ^ nlir 3 SS NBC, on the other hand, had a into its own and television has animation boards that worked, but C u ne of New York as a film center, and I hope that avery user of film ‘Johnny come lately” attitude and prospered because of it. (Continued on page 60) the proof of the pudding is that (Continued on page 60) J.au tu. juugc a iy auiiuuci.lhii at rirpLA a rj •• ~ uviu uuvu- least partly on the basis of its ■ f ? atlc Processing of film from nega- “story” content, "acting,” and the v * e{[ !> ey Jon * s ’ and The tive to screen, quality of its soundtrack? It Would. r r '. , . .. . \ The natural limitations of syndi- be illogical for the audience to s "orLsubject sector, RAI- cation of a government-monopoly consider commercials in any other 1 , 5 H^. r ■ V ■ situation, which usually creates a manner.. And leading ’■advertising.' s ‘, Sf ytI £ ped i“'? r 5 tan *S a C' buyer ’ s market such as the Italian, agencies, while often seeking the ,J/ a .n, al; .jlm Board^-'of Canada, one, may be surpassed soon if one novel, never deliberately pursue A n j mal _ Adventures, and ‘Time of the varied attempts to open a the illogical. ; for Sports. Filler fare for second—commercial—channel in Therefore, today and tomorrow, eve mng, hours has recently been Italy in opposition to the RAI-TV the chances are you will be finding Provided by Official Films’“Star monopoly is successful, more and. more of this kind of „°£? iai J, c ?f and Screen . Gems’ One attempt made some years commercial —-a cdmmerciaf that . •* .-J: P 0 ^* 1 grouped here un- ago by a commercial combine has does not ’pretend it is something der heading of “Sene Grandi At- ever since been held up in court, else than a commercial, .but one to rt- . ^ where the would-be founders of the that' tries to do its selling in a As for feature pix, RAI-TV gen- second net filed suit against the Worthy of programming. nod with such films as “Gaslight,” This package deal sales formula Garbo’s "Ninotchka,” “The Man was financially successful for the Who Game to Dinner” and. many distributor. The burden of pro- others, the buyer, who, after several pur- limitless.! The distributor is now chases, discovered there was no faced with his biggest challenge, magic formula. Tired , of eating that of devising a successful sales ; You’re only as Good as Your Lab By SAUL JEFFEE (Movielab Film Laboratories ) Television and motion pictures i Movielab’s facilities for both black At Movielab we have just in¬ vested $2,000,000 in our new (Continued on page 60)