UTILIZATION OF BUSINESS MOTION PICTURES Thais Ior the Dogma of M. A. MICHIGAN STATE UNIVERSITY Burton Seeker 1960 LIBRARY Michigan Sun University YK", 3. - ’ EFFECTS OF TELEVISION USE ON PRODUCTION AND UTILIZATION OF BUSINESS KOTION PICTURES BY 6,.3urton Seeker A THESIS Submitted to the College of Communication Arts Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Television and Radio i i L if E, TABLE OF COTTTEI‘ITS Page *1 71 m '“""Tf‘ LIES—b if J-JN— #4140 o o o o o O o I o o o o o o o o o o g . 1V 'l—‘(Im- > 'n“ :QULm‘d-U- 00.000000000000000........v Chapter I, 1:235 FILZJSOICTFLEVISICN, . , . , , , , , , , , 1 II. SFQUWETOISooooooooooooooooooo10 III. mvrmomrczg FINDIETGS . . . . . . . - - - - - - - . 13 J 1") TV. FILE-i FISTRIBUTCB. FINDINGS . . . . . . . . . . . . . 1‘.) m V. 37133313 DIS CUSSICY, COTICUTSICIIS . . . . . . . . . . I0 VI. SIGGLSTIOITS FOP. F'.'RAHEB RfsmECH . o o o o o o o o o 3 3h EPE:DIX A . g o o o 0 O 0 O O O I O O O O O O O 0 a g o O . AD: EIDIX B . o o o o o o o o O 0 0 o 0 ' 0 0 0 0 0 o o o o 0 3g ETET‘IX C . . . . o o o o o O o O O 0 O I O O O O O O O O o 39 PBCDIXD..coo-oooOOO°°°’°'°'"..'.uo [d ' '2" FIND IX Table II. III. IV. LIST OF TABLES Page Analysis of time placement of televised bfllginess mOtifi‘fi pietllres 0 o o o o e o o o o O 7 Incidence of consideration to television in planning and scripting tusiness films . . . . 1h Incidence of timing business films to television program lengths . . . . . . . . . . 1h Incifience of requests for television clear- ance for business motion pictures . . . . . . 15 Freouency of modified versions of business motion pictures for television showings . . . 18 $3 3. E r i i f g I :- ”A“ o ~n up.) lam; A This stucy wzs developed to investigate possitle effects of the use of business films on teleVision on current production nntrods for these films. Business films rsve traditionallv been planned and scripted for showings to group audiences. Now, current literature shows thet a substentiel numler of trrse films are being shown on television 6"". with audience reports running ”er herond the s_se o‘ the trnicel group audience. Survers of telerision stations show that virturlly every station is nor using business films es program meteriel. The advent 0’ television represents a ranid expansion in the iotel audience potentirl ior business films es well as 8.61stinct stift in the composition of the audience. The situation reises 8 number of questions: Are film producers altering the slant 0‘ films to anneal to ttis nem audience? Are producers making separate ver~ sions of the same film production in order to anneal to the different audiences? Ess television been en inportent fector in the continued expansion of the husiners film industry in the United States? Surveying in the study was conducted among business film pro- ducers and commercial film distributors. A selected list of 75 msjor producers were surveyed bv mail cuestionneire on the neture and evtent conducted by personal inferview. A'orenared question ontline mis follo ed in the interview, Results showed thet while film prolucers rn‘ distributors Psreed that television had been 2 good tning for ‘he film industry, it is difficult to show any significant influences in the design of trnical business films. Effects anpeer to be more subtle in nature, involving a trend tomerd greater care to limit "commercialism" in films, pro- ductions of shorter length, a more sophisticated attitude among film purchasers and a greater orientation t ward the film medium on the pert of the public. Film distributors are able to record a definite increase in bu91ness through their bookings to television st tions although pr due *2 are not able to trace any chenie in their business volume resulti.g from television opportunities. Film sponsors are seeking television bookings with the some films offered for group showings with little, if any, modification for tole'ision use. 4" CRAP 1‘th I BUJIKESS FILES CE TELEVISICN Since Yorld War II, the bu : me 5 motion IWiu. LTC inc .ustr" in the United States has shovn guts tantial enc continued frowth. In a recent editorial, Film Mefiie magazine renorted that more than two—snd-e~.rlf billion dollers hove been Spent on non—tr eetricz 1 films since 1.15.1 In 1958 a t otel of more thw 7U 720 busincg industrial, government, educations , civic end medicel films were made. Vilm Meat: quoted the current onnicl eiuen\1ttr frr non— theetrical films as @250 million. Of this total, a substantial portion is represented in business otion pictures: films produced for commercial interests to further their pronotional programs. Lest winter the Vell Street Journal ‘ resorted the cxrrent annual production of these business films as 5,h00. This C) ovprres with a pro Cuction level of 3,700 five years ago. The boom in business films is in sharp contrzst to Hollywood's output for the nation's movie houses "hich declined to ?23 fu ture films this past year.2 The populerity of business films was also shown n 8 survey of intentions of film purchasers which wzs puhlished b" Film Heflie magazine 1"lhs 2,500,000,000," Film Hefii., Vol. III, E0. h, October 1959, p. h. 2 "More Firms to Use F11 ms to Promote Products, Helo Train Emoloyees," . _ ~" - . . ‘ . I F ‘ ' a ‘ I v ( r . . . ‘ . ‘ I .._-_4 ..v. - . . ‘ ‘ . I . . H '. . . . ‘ b I ' I O ‘l . ‘ c . v . . . . . C , . Q ' Y ‘ 0 A . 4 I . w .. . - _ ,_ 1 . ‘ x ‘_ I .0 ‘. ‘ ' '. ’- ‘ . -c—n-c-n—a A-H.r~ . o—v-‘—" . _. u h. w.-.. -__ I t c Fifty-six per cent of the respondents in this study indicated intentions of increasing their purchases of business films in 1959. In answer to another question, 81.6 per cent of those answering the questionnaire said the? considered motion pictures an ertremeLvef- fective medium of communication, while the remaining 18.h per cent classed films as averaae in effectiveness. None of the resnondents felt that films were less than average in effectiveness. With the general upsurge in production of business films we have witnessed the creation of a new point of consumption for these productions: television. Has the use of business films as television program materiel been a significant factor supporting the boom in business film production? There is eviience to support this conclusion. tell Street Journal gave substantial credit to television in their discussion of the trend: "Part of the reason for the sharp growth of sponsored movies is increased willingness of theaters and television stations toxne them at no cost to the sponsor."1 The story went on to quote William L. Cooper, Jr., Film Manager of flPIX-TV, an independent New York television station, saying that sponsored films "fill a definite need in the station for programming at no cost." Most of the sponsored films used by his stationare documentary or public service pictures, according to Cooper. Further support of the possible importance of televisionirxthe business film boom is found in a survey asking film sponsors about "J audiences they expect to reach with tneir films.“ 9 n. i .n u I . I ‘-. I . P—o .E—L \JJ Respondents were asked to list uses to which films were put in their promotional programs. Public relations usage was cited most often With.122 mentionS. Sales promotion and advertising ran second With 10h mentions and education a close third with 10?. Other uses fell off sharply bevond the first three. It would seem quite possible that many films designed for public relations or education work could also be considered for acceptance on television. Perhaps even more sigxificant is the fact that the majority of film Sponsors have multiple audience use in mind when they purchase a motion picture. Only 2.2 per cent of the respondents to the Eilm Media survey said thev used films for a single purpose only. Using a film for two purposes was the most popular course and indi- cated b*' 77.2 per cent of the group. Triple-purpose films were re- ported bv 15.5 per cent and four purposes bv lh.h per cent. Responses were scattered hevond this point although some indicated using films for more than 10 purposes. Television ranked third when the relative ponularities of the various audiences were computed. Respondents were asked to list the purposes, or intended audiences, for their film. Three points were given for a first choice, second choice was assirned two points and one point for third choice. Schools and colleres were most popular with lhO points, followed bv industrial showings with 13h points. Television audiences collected llh points. The multiple audience intentions of film purchasers coupled with the comparative popularitr of the television medium as an outlet lead Another factor lending support to the possible imnortance of television to today's business film industry is the tremendous audience reach that showings on television command. Sheldon Nemeyer, director of industrial sales for Metro—Goldwyn- Maver's commercial and industrial division has said that a business film shown over 100 television stations could reach an audienceof seven million persons.1 Published reports on several of the most successful business films utilized on television bear out the truth of Mr. Nemever‘s statement. The record holder for audience size is "How to Catch a Cold,“ a Welt Disneytnimation production for Kimberley-Clark Corp., manufacturers of Kleenex. From its release in 1951 through April, 1959, this film piled up a combined non-theatrical and television audience of some 70,000,000 persons--the greatest number of people ever to see a business film. Over lO0,0‘0,0UO of these people saw the film on television.? There are others. The Billhosrc reports that "A Letter of Time," a 13% minute film on heart diseese, ponsored by the Institute of Life Insurance, garnered 1,037 telecasts reachinr over 100,000,000 viewers in a special promotion tied to Rational Eerrt .ionth.1 1"More Firms to Use Films to Promote Products, Help Train EmployeeS." 1.9.9.523- 2"The Secret of Long Lived Films," Film Media, Vol. III, No. 2, April, 1959, p. ll. 3 H S )4 J J I (1" ‘1 rJI O }.J o3 i (”I ('0’ hi ’JO r la *3 <1 H 34 nosure With Animation .I- "The Case of Officer Hallibrend," a driver safetv film produced for Ohio Oil Company was seen by 130,200,000 persons through 270 telecasts during its first 16 months.2 Another factor favoring the popularity of television as an outlet for business films is the low cost for each viewer reached by the telecast. The costaper-viewer is often used as an index of performance by film sponsors, The cost per viewer for "The Case of Officer Hallibrend“ was reported as $.006h. This would agree with the experience of the author on three business films with which he has had television experience. Comparable per-viewer costs for these same films when shown to group audiences ringed from five to six cents. Certainly the use of business films on television has become a) 1'1: quite wide°pread, When television came into its own a dec- e ego, business films were utilized immediately as a good source of low—cost pregram material. Unlike other low-cost programs--the roller derby and wrestling matches-~business films heve remained es standard fare for virtnelly all television stations. In 1955, Modern Talking Pictures Service, Inc., a major distri- butor of business films, surveyed television stations as to their use of busine 33 films. 9 Of 232 stations responding to the survey, 98 per cent indicated that thev made "some" use of business films as program materiel. 1M. S. Heuser, "Building Public Relations Through.Public Service," Film Media, Vol. I, No, 1, June 1957, m. 22, -. - i \ u ,, I r. V o v a “ . ‘n .'~ " i ' , .-‘ ‘ ~ ' I 7 I o I‘ '—..-.. Seventy-two per cent of the stations renorted using films on a re- gular basis in programming. Average‘use of sponsored films ran to h.9 hours weekly with the range from less than a quarter hour to more than 30 hours weeklv. In addition, 7h per cent of the stations reported using short films on a regular basis in the scheduled shows on their stations. Essential agreement with the findings of the Modern Talking Pictures Service study was recorded the following year in a study by the Industrial Audio-Visual Association.lk This survey drew 16? replies from hYS stations that were queried on their use of business films. Asked if they telecast industrial motion pictures, 157 of the stations, 96 per cent, responded in the affirmative while only six stations said they did not telecast busi~ ness films. The Industrial Audio—Visual Association survev also opened up the question of suitabilitv of business films as prorram material for TV. Opinions on that point were quite evenly divided with 81 of the responding stations reporting that thev felt most films were suitable for television while 75 felt they were not. A comparable split showed in responses to a companion question on viever appeal of business films on television. Eighty-five stations reported that in their opinion business films did hold audience interest. Twelve stations felt that films did not hold interest while 66 indicated the belief that viewers “partially" paid attention to televised business films. 7 Considerable controversy does exist over the vrlue of televised showings of a business film to the sponsor of the production. Doubters of the value of telecasts most often ci 9 poor time placement bv the station as their primrrv objection. Whatever the full storv of the matter, proponents of the use of business films on television are able to show evidence of film use throughout the program day, including preferred time spots. For erample, an analysis of some 15,000 television bookings placed by Modern Talking Pictures Service showed that lightest use of films fell into Class C, the least desirable time. Table Ir-Analvsis of time placement of televised business motion pictures Class of Time Time Class as % 1 Bookings of'Pro;ram Day In Time Class AA, 8 pm to 10:30 pm In 1h+ A. 6—8 pm, 10:30-11 pm 1h 2h+ )3, 12—6 pm, 11-12 pm 39 53 C, 33 8+ Total 100 99+ Stations answering the Industrial Audio—Visual Association survey most often mentioned morn ng, earlv afternoon or late a ternoon hours when asked about time treatment of televised films. A more recent study bv William.J. Ganz showed 63 per cent of the television bookings for films produced by his company fell into Class in Class A (including AA and A time), 35 per cent in Class V and - 37 per cent in Class C.1 While specific disagreement is to he found in the data from the three sources, the sum of the studies does tend to support the pronosition that business films are used throughout the television program day, including a fair proportion of top class time. Finallv, current booking reports of major business film distri— butors (discussed more fully in Chapter IV) indicate that husiness films are still being 7611 received and used as program material by television stations. The business film has been a standard comrunicstion medium for years. Typically, these films have been designed for showings to relatively small audiences in "live" situations in the classroom, meeting hell or business conference. The television audience has created an explosive expansion in the audience potential for these films. The situation would raise a numher of questions: Has tele- vision potential been a decisive factor in the boom in business films? Are sponsors shifting their attention from group audiences in favor of the higyer audience of television? Are producers conscious of, and acting on, a change in audience composition as e result of TV‘s use of tusiness films? Whet, if env, significant production trends or modifications in techninue are emerging as a result of the advent of television? Very little information is available on this subject. All nub- lished studies in the area of television and business films have served to establish the fact of television use of business films but have not endeavored to assess the effects of this development. Knowledge of experiences in this field would be of reel value to the film sponsor in suggesting appropriate courses in planning a film proJect. Would he be justified in modifying his film desinn to better exploit the potential television audience or would he be wisest to continue focus on the group audience? This studv has been designed to investigate the impact of television on the production and utilization of business films in hope of answering Questions such as these. I? '13—— lO ClinP‘I‘YR I I STUDY METHODS In order to develop information on effects of television in the business film field, this study polled the two groups that have -ed wide erperience in handlinr business films over the past 10 years: business film producers and film distributors. Business Film Producers Names of film production companies were drawn from the 1940 edition of the gpginess Screen Prodpcti J Xfércgflh. The selection was limited to pro‘ucers whose credit listings reflected substantial activity in the business film field. Producers showing strong speciali- zation in anv particular phase of the business were avoided. Also, the sample was limited to producers having been in business at least I five years. These criteria were regarded as essential in assurin'r that responding producers would reflect broad experience includirg possible changes brought about by the advent of television. A total of 68 film producers were selected for the study in this way. Surveying was conducted by questionnaire mailed with a cover letter erplaining the purpose of the study. Interviewees were offered a summary of studv findings as an incentive for cooperation. Stamped 11 One month after the initial mailing a follow—up letter with another copv of the cuestionnaire was meiled to all interviewees who had not yet responded. The follow-up letter is shown as Appendix C. The two mailings drew a total of 53 responses from the 68 firms dueried--e rmgpgnge of 7% per cent. Five of the returns were thrown out when producers proved to be too specialized to answer duestions fullv. Each of these five producers disqualified themselves Es valid respondents, although several of them offered comments that were useful to the author in gathering information. These five returns were counted as responses to the studv but were not used in compiling the determinations of the project. This left a working sample of hS surve" reports. The list of resnonding business film producers is shown as Appendix D. Business Film Distributors Virtuallv all national commercial distribution of business films is handled by two agencies. While there are others in the field, only Modern Talking Pictures Service, Inc., and Association Films show the size and scope of activity that is deemed essential to this surv.v. Other film distributors are specialized either geographically or in a particular segment of the field. t w:s judned that surveying these specialized evencies Would be prejudicial to survev findings. ince onlv two sources of date were involved, it was decided that information could best be collected by personal interviev. A question outline was preps ed as a ruide for the two interviews. ’T‘lww‘n nnnn‘u‘nn A11+1‘:Y\- ‘5 oknm an Lnnnnrliv ? 1? Interviews were conducted with William 02rd, Vice President of Modern Telking Pictures Service, Inc.. and Re; S. Evans, Vice President of Association Films. —————— 13 CHAPTER TI FILM PROD’CER FINDINGS Responses of producers to the v:rious cvestions of the study disclosed a marked degree of vsriation. Pattern continuity and agree- ment in responses proved almost totally lacking, shoving a wide veriation in the attitudes of infiivifiusl producers toward this new medium and its importance to the business film incustrv. Responses did indicate a substantial awareness of television and suggest that considerable thought had been given the subject. This thought, however, has fails3 to jell snv sort of egreement rewarding the extent and the nature of the imprct 0’ television in the business film inéustrv. Planning} Scrivting and Timing Film nroducers were asked to renort the portion 0‘ their pro- ductions in which television, 9: well as group audiences is considered in the planning and scrintina. Responses to the Question rsnred ’rom lflfl per cent to 10 per cent With the median just over 50 per cent J. The distribution of resnonses did not strike a mesninr‘ui pattern. (See Tahle II, n. In.) In Table II.--Incidence of consideration to television in planning end scripting husiness films % of All Productions All 00 80 7O 60 50 b0 30 SC 10 Eone Unknown No answer Hunter Profiucers Reporting O‘.;JI:"»JO'\J:’ H IHO O UUIII’UW .E' 0Q Total A companion question asked for the per cent of all nroductions which were timed to fit television time segments at the present time. Responses to this cuestion showed a similar rsn e with the same lack of a mesningful pattern. Table III.-Incifience of timing business films to television program lengths g of All Productions All so so 70 6o 50 no 30 so Number Producers Reporting kl H HNL’OKKAUIL“... - - ‘ ' --- . ’- u v C n . ‘ ‘ n -— - i i ‘ ‘ , " ‘ »-. -. . ' n» 15 It could be considered significent thet in onlv one case did a producer report that his films are never timed to television pro— gram length and none of the cases did a producer indicate thst tele- vision is never considered in the planning and scriptinfi o? the pro- duction. The range of answers does give evidence that the needs of television are quite often considered in the initial phases 0‘ pro- duction although the frequency of this consideration varies with producers. One respondinatroducer volunteered the comment that the potential of television is almost invariably taken into consideration in timing the picture as well as good t>ste in handling the conmercirl message. This is true, ne pointed out, despite the fact that ttis consideration may have little or no effect on the ultimate length nor the handling of advertising in the finished ‘orm of the film. Another producer who reported that his films are rarely timed to length for television said thst most i‘ilm buyers objected to heing held to such a limitation. Television Clearance Producers report that Fusiness film productions are vervcften cleared for use on television even though the sponsor mar have little, if anv, intention 0? using them in this way. Two-thirds of the pro- ducers responding reported provid‘ng clearance in half or more of their films. Five producers reported clearing all of their productions while another six said this was done in 90 per cent of the cases. Only h . . . . .— O . . . . c ' i o . ' . o I . . c Table IV.-—Incidence of request for TV clearance for business motion pictures . rm ~~fim-om - -—--“m ——. .c-u - mac-0.- - (4 , 1' p of all hunter Producers Reporting Productions All 9'3 V 80 f‘. U 60 A 5U hO 30 20 10 None Unknown Ldbakuxnkukuko—qxerChkn Total .tt’ (‘4 A comment volunteered tr one of the major film producers sunnorts the trend indicated hv the tally of responSos: ”Television clearance is frefiuently requested even though little 16 or no TV distribution is anticipated, We make no additional charge for such clearance in the United States, therefore, clearance is normally eutomfi‘ic." Producers were also asked to identify the in TV clearance for their productions over the past 10 yea thirds, 33 producers, reported interest running either continued 1 high or continued mouerate over that period. HO interest was high while 16 described nterest as moderate. trend in sponsor interest Of this grou , 17 felt Five pro— ducers felt interest in TV clearance had been high but was dropping “Ville sir felt interest was climbing *rom a low level. Four others tar- ; “w- . ’ “LL. 1'30 dt‘i’gia Ct“ ‘ .h'l.'l' .' ll 17 One producer who'renorted continued hit” interest cuelitied his response by pointing out that while interest may he present, proper filmic presentation of a sponsor's subject often rules out possibilities of television showings. Another producer who resorted continued high interest in TV clearance volunteered the observation that television stations are now being far more selective in what they will run. A third producer reported continued moderate interest saying that television bookings were usually of secondarv interest among his clients. Neither length nor content of his films are tailored especiallv to meet television demands although his comneny usually issues television clearance to provide for the additional outlet. Three of the five producers reporting a droo in interest volunteered reasons for their attitude. Two cited poor time place— ment for business films on television with one aiding that on this basis only the big corporations were continuing interest in television clearance and bookings. The third producer said that sponsors now understood the editorial reqvirements 0‘ television and were unwilling to dilute their business communications with entertainment. Hodifications for TV While client interest in television clearance may be substantial it usually does not run to the point of increasing budgets to incluoe modified versions of a film for television. Three fourths ofthe res- 13°nses reported that a modified version of a film production is done 111 only 30 per cent or less of the cases. A substsntisl numher renorted mheql¢3 ari-lnnn 3n 1n “-1- nnn“ n4. 4""- nflc“ nnri nnn‘HfiQY' Ci m1. +“'19 Pf‘T‘i'. D'T‘fi‘m 18 The range of responses on the incidence of film modi'icetions to provide for television traffic is as tollows: Table V.—4Freouencv of modified versions of business films for television showinrs o v— v... w 1 of All Numter Producers Productions Reporting All 90 30 70 60 50 MO 30 20 10 None Unknown No answer :* +4 0Q H‘kaNNE’b-JIJ'HHHKMQ Total Producers were also asked to describe the nature of modifications, in those cases in which they are made. Eighteen producers mentioned revisions to fit quarter—hour or half-hour time segments 0? television programming. Five producers mentioned revisions to limit the commercial messare and four mentioned the purchase of black and white filmrnfints of a production done in color. Two producers mentioned purchsse or short segments takenfrom the full film for use as television program supplements. Technioues drawing single mentions included documentary treatment, re—recording music track with cleared music, reVision of titles, elimina— tions of scenes that are poor V, elimination of classified material and (ielgting very technicel information. Trends From Television Survev sub'ects were asked to studv a list of possible trends J - ‘J in the business film industry and to indic.te those which had shown I a definite increase over the past 10 years as a result of the impact of television. Most often indicated was a trend to limit "commercialism" in films. This trend was cited br 37 producers, 77 per cent of the total. Also high on the list was a trend toward increased use of close and medium camera shots in production. This point drew mention from 2h producers, half of the total. Twenty-two producers felt that more short films are nor being made. Other possible trends and the votes given them include: Different handling of titles and/or credits 19 Greater use of dramatic presentation of stories 18 Increased use of enimation ll Greater demand for neme stars 10 Use of timing marks in films 5 §£atenents of Opinion The finel section of the questionnaire was a series of positive statements regprding the film industry. In each case. producers were asked to record agreement, disagreement or lack of an opinionrweerding the statement. Greatest agreement was recorded for the statement that "tele- 'Vision has definitely been a good thing for the Tusiness films industry." Forty-three producers, 90 per cent of the reSpondents, agreed TWith this statement. Two disagreed while three reported no opinion. The statement that television hes made the business world more film conscious also drew substantial agreement. Thirty-nine producers concurred while two disagreed and seven abstained. Two-thirds. or 32 producers, eereed that television has mede clients more eudience consciouc so thet fewer films are now being made in e wey merelv to suit the president of the sponsoring comoenv. Nine disagreed while seven showed no opinion on .he matter. Two producers who screed pointed out that thev doubted television deserved all the credit for this development. Twentv-nine producers, 61 per cent of the total, screed that television has given potentiel film sponsors more eTperience with films so that producers now have to contend with less ignorance in selling a production. Fourteen recorded disagreement With the proposition while four hzd no opinion. On this point, one producer agreed but added the opinion thtt more erperience on the part of the customer is not entirely an adventmge. He felt television often leads the client to expect the impossible and "ont more than he is willing to pay for. Another producer disagreed with the premise feeling the TV exhibition of business films is generally oversold in an effort to compete with the "measured medie." Twenty—eight producers, 58 per cent, agreed that television has sp rked greater ingenuity in film production. Sixteen disagreed While three showed no Opinion. One producer disagreed on the hrsie thtt his firm has never relied on "oldstanderd" methods. Another producer brought out the opinion that television has followed the technioues of the business film field for more than films have copied from television. 1‘ On the other hand. the majority 02 film producers disagreed that television hfis been responsible for development of simpler, less erpensive production methods for business films. Thirtv-four resnon— dents, 71 per cent 0’ the total, gave a negative reaction to this statement. Ten agreed while four expressed no opinion. Twenty—five producers, just over half, agreed that the evtra mileage possible through television exhibition of a business film makes the production eesier to sell to a client. Thirteen disagreed while 10 felt no opinion on the matter. A similar statement saving that the possibilities of television showings have increased the amount of money 5 sponsor is willing to put into a production drew agreement from ?1, disagreement from 17 and no Opinion from 10. on T3? IV E1 FILE DISTR EUTCR FINE HES The TV herhet Both film distributors interviewed, Reg S. Evans of Associetion Films and Willicm Cari of Koéera Talking :ictures service, Inc.. re— ported that bookings to television stetiors have consti‘uted an in- crease in the distribution of buSiness films. At the present time the two agencies show a combined listing of 795 di‘ferent business films offered to television stations. Of the total, 270 are listed with Modern Talking Pictures Service anfl l?5 with Associstion Films. It issignificant that this represents business that did not evist 15 years ago. Unfortunately, critical evaluation of the growth in business film bookings to television stations could not he made since complete, comparable totals of yearly bookings were not conveniently available from the distributors. The situation is not rererded as critical in L v... u. the case of this study which is since at evaluating efiects of tele— Vision trafiic rather then meosuring the extent. It should be pointed out that this information is doubtless availeble in the case of a stuty for which the data would be imperative. Both distributors indiccted that the volume of business possible 1.Il'booking business films to television stations is based largely llhmn +1“- -"n-ifin'i‘i‘xi in AP uni tin-3d- #‘e'lwm ‘m'awi {bi-gn- Rievvfi‘rm‘i’nv wanna-ran - . -" 'E'M_— _ 23 knowledge of any evidence showing that the television industry had a saturation point or maximum amount of time to devote to programming business films. Reg Evans of Association Films felt the greatest demand of ser- vicing the television market to be that of "finding non-commercial, clear, clean prints and subject matter that will anneal to large audiences," William 00rd of Modern Talking Pictures agreed, adding that television traf’ic is contributing to something of a paradox in the film distribution field. While television stations are demanding films with wide appeal for mass audiences, live group audiences are becoming smaller and often more specialized. In schools, for evumple, film showings have moved from the auditorium into the classrooms. While the demand for mass appeal films, both for television and group audience showings continues strong, there is definitelv a trend to- ward more specialized films, appealing to more select groups, now being produced. Statistics from both distributors agree on audience sizes. The average audience for a single televised film showing was reported to be h0,000 persons with the figure remaining fairly constant the Past few years. Group audiences for film showinrs everere 50 to 60 and are showing some shrinkpse over the years. Both distributors reported they were not aware of any established formula used bv film sponsors to ecuete audience renorts from tele- vision and live group showings, 9h Demands of TV Both.distributors agreed that the most exacting refiuirement of servicing television with business films is th t of findir~ suitswle productions. "° oui tabilitv“ for TV depends on a number of circumstances, according to the two sources. Stations are very critical of ercessive “commercialism" in film offerin5s._ Chances at TV boo :ngs are also enhanced by dramatic presentation of the message in a film, Bunring time is another factor. Tim: n5 6)80tly to (;1x rter-hour or h-lf-hour segments is not mendatory, according to Card, althOU5h the closer the film meets this len5th the better the booking chances. "A 20-minute film leaves a station with an askvard amount of time to fill," Card pointed out. Evans estimated that perhaps 10 per cent of the film sponsors supply a modified version, usually a matter of cutting to TV’program length, for television bookings. §ggcial TV Services Both bookin5 agencies reported establishing special filmsmr— vices for televisi n traffic. Modern has developed the Dig est con- cept while Association Films collects productions on similar subjects into their series The Modern Talkin5 Pic tures Service plan offers short film se5- Inents for use withinestahlisted programs of the station. Films for the Digest may be outtakes from fi_nis hed productions or may be pro- <1uced esPecially for Di5est bookin gs. At present only one Digest, t‘h. tram. TH caef far mama-his ohms? is in nfiPT'PTJ mo nlt‘hnnr'h n't'hnrc is proving popular in schools where short films are used in class- rooms to illustrate Specific points. Association Films offers three comnlete packa5es in their Series plan: "American Odyssey,“ compoSed of films on various parts of the United States; "Helps 'n' Hints for Homemakers;" and "Your Neighbor, the World,” composed of films on travel or foreign lands. The Series are composed of full-length films. A television station books the entire group for a run as a continuing, scheduled show. Both booking e5encies report following the practice of maintaining separate stock: of film prints for servicing television stations and group audiences. While distributors provide for re"ular inspection and repair of films, televiSion hes forced an oven more erecting emphasis on top print qualitv. ”Television has demanded a more critical definition of a ‘worn print'," according to Card. For this reason fewer bookings constitute the life of a film print utilized on television although the larger audiences for each showing allow it to be seen by far more people. Television is also more selective than are group au€iences. Television stftions virtually always subject-& film to critical re- view before showing and reject any that are deemed unsuitable. As a result, records of Eodcrn Talking Pictures Service show that almost one third of their bookings to television stations do not result in av showings. The conpzrnble fiyure for bookings to OTfFDlZ'thRS and schools is about 5 per cent. v: f', - T1~€3~77A7f “u’ “I m- 1' c n + l ' . n o —‘ . . . O ' V ‘ . , o . 1 I r \ . n O ‘ o ‘ ~ . ' . . . , CHLPTER V STJ‘zs-ILJQZY, DISSTBSI 1:, CD'ECLTI CLJS Business Film Producers The audience potential otfered by televieion shOWings is being given substrntiel consideration in the initial ctnges of business film production, clthotgh the degree of consideration veries widely with cases. Asved to indicate the nercentepe of nroductions now teing nlenned and scrinted to meet television's demands, the fig res- ponding producers renorted all the way from 100 per cent to 10 oer cent. The median was just over 50 per cent. A similar array'was recorded for a companion Question asking about the incidence of timing 5* productions to meet television program segments. In th 3 case, answers ranged From all to none with the medicn {sain just over 50 per cent. Clearance for television ShOWing in a common practice for current buriness film productions. Two—thirds of the reSpondinl producers rerorted clearing hzlf or more of their productions. Almost one-fourth renorted clearing 90 per cent or more. The pattern of sponsor interest in TV clearence of the past 10 years wrs described as either continued high or continumimoderetetw'two—thirds of the film producers. Others Were divided in opinion as to whether interest mes climhinc, declining or erratic. m 4' , A. '1'”. DPT. n 2.7 volunteered comments thet TV clearence is virtually automatic, even when the sponsor th little or no intention of shoring his film over the eir waves. In reletivelv few cases is a modified film version, esneciallv tailored to the demrnds of television, produced as an additional portion of a film prOduction project. Three—fourths of the producers reported that this is done in 30 per cent or fewer of the cases. Nine producers, 19 per cent of the total, indicated thev have never procuced modified versions of films for television use. When such modified versions are made they are most often a tailorins of length to meet television programming times. Softening the com- mercial messege, purchase of blrck and white nrints on? production of short segments for use es program content drew lesser mentions. Over three~fourths of the producers reported rrerter csre is being taren to limit commercialism in 911 business films as a result of the coming of television. An increased use of close and medium shots was also credited to TV'S influence. Another sizshle group felt more short films are now hein: mede as 9 result of television's influence on the film industry. Jinety per cent of the responding producers agreed with a state- ment that “television hos definitely hern a good thing for the film industrv." T“is wes the greatest shov of consistency of opinions recorded in the survey. Eightv per cent of the producers agreed the television hzs made the business world more film conscious. Two-thirds felt that television has made film sponsors more audience conscious so 7—2: atom: {‘J (R more films are being mede to suit the potential viewer rather than an official of the snonsoriné company. Teen,v-eioht of the MS producers a reef that television ha.s sparked greater ingenuitv and ima,;ination in bus ines sfilm prod'iction. Sixteen registered disagreement. Twenty-‘ive producers, just over half, felt the extra mileage possible through television mane it easier to sell a.production to a potential client. On the other hand, the majoritv dis agreed that this extra possible reach made the customer willing to increase his investment in a business film. Busin es. Fil Distributors Film distributors, Mofiern Talking Pictures Service, Inc., and Association Films, rerorted increrses in business as a result of the advent 01(- tel vision. The two iirms list a combined total of 395 motion pictures offered for television bookings. This is business that did not exist 15 years ago. The volume of business possible in supplring films to TV is based o: more on the sunplv of suitable films available rather than given dernand from the telecc ssting influstrv. Criteria of sui taoilitv in— volve timing at least approximately to program lengths, dramatic presentation of messa es, selecting subjects of wide interest and nations report a t;. limited consercizlism. Both cistr‘buti g orgfin shortxge of fil ns meeting; these restlireznsnts. Both distributors erreed that the avenge audi nce for a business ‘3‘“ _‘_ L-‘ __‘ _.’-_ ’- \.A AAI\ is 1‘3.- ‘LAL Le n-gu- -n1n+:”-1flf 29 constant over the past few years. Group audiences range from 50 to 60 on the averaxe end hove shown shrinkcge in recent veers. Both distributors reported establishing special services to supuly the television industry. Association Films has developed their Series plen of collecting ’ilms on similar srbjects into program grouns. Modern Tzlring Pictures Service operates their Digest plan of short film serments o"fered for use within established programs, As a consumer of business films, television stations are more criticel than groun eufiiences. Modern Talking Pictures SerVice re— ports thst almost a third of their bookings to TV stations do not result in e sroWing. The compereble refusel rste for group audiences is about 5 per cent. I D1 uselon _...C U1 . Jo (f H. r.) H. cf H‘ (‘D m .fi 0 ’1 Sponsors of business films are aware of the pos television showings as shown by consi‘erstion given TV demands in the planning, scripting end timing of productions and the fact thet television clearance is usually demanded. On the other hand, the evidence does not support a conclusion that this interest hes resulted in any significrnt changes in typical business film production. Film distributors report the greatest limitation in supplyinr films to television stztions to be the leck o’ suitrble productions. This Certainly indicftes that rel"tivelv tow of the thousands of business fil'ns nor'beinr produced annually ere sctuellv being tailored to Ifleet television specifications. VW¥danna A? +%. lee? n’ on" rev—refinbinn nbznrne pg 9 result n’ »--—-_ 30 attitudes reflected by the variousprnducers:responding to the survey. Perhaps the most consistent finding throughout the survey was a complete lack of agreement among producers regarding just what the advent of television has meant to the business film industry. It was apparent that producers h ld a marked reluctance to credit television for any great part of their current business boom. Fairly genersl agreement was found on points showing that tele- vision hzd made both film sponsors and the generel public more film conscious. Television potentisl apparently does pique the interest of potential film sponsors despite the fact that chsnces are good \ that the film will never be shown on television. Television bookings for business films have resulted in a definite business increase for film distributors although the same result is not apparent in the production of business films. While televiSion may serve as somewhat of an attraction to the potential film sponsor, the bulk of productions are still being shaped for the group audience With the Sponsor relucttnt to modify his message or increase his in- vestment in order to provide for television eudiences as well. Qgpclusicns l. The group audience is still the target for the great majority of film productions. Televifiion bookings are regarded as a secondary or "windfsll" bensfit possible to the owner of a film. 2. Film sponsors exhibit considersule interest in the potential 1...: .. L .. 4-1.3- saL- 6- k“... -4» ad‘- .2 LHL )1 21 ,jhOT'lc’h Ui'i: L‘zo'-‘I‘.‘"?u l'dh‘ 1'1. L: r6217; ul't’u -53 .... .- , he; _ A ' ‘ ., e . . ‘ _ . . ~ ‘ ‘ .‘ . . . ‘ . . . , , ‘r . I ‘ ’ . . . e u . . . . . , -. C 1 I ~ ‘ | . . . i ! \AI *4 . h-r: -~...-~ 4-..'.... r31 ‘- o.. .. - .c LC moai int Two it .,~1e J. _;J£ ensign t‘:t 13 " IQ ““" -“-‘ '\ - .- "P ‘6‘ ‘ Ck r ' i ‘1” ‘ne1-i~ P‘s. 1‘ r‘ 1”,; ;7 if? “~97un1‘i" althourh these chsnxes are of secondary 'e. TL he i ~lufle care to hendle commercial messspes tastefully, red ring tvers_€ film length snc incressed use olry~e-“rnrxr medimnn s‘r:*s. s bent to ircreffie fener l consciousness of the film (J3 to c whiting viewers to 'coept filmed messages ion 0. fiwsiness films by television stations is not s'ft~gtinn lcvel. The volume of film use b? television .3 i‘ 1L391 1t?;€13 Upon the surnl" o“ Stitkble films ”uzx on : fixed amount of nrogrem time to be filled. Th e lated to 3. CHAPTER VI SUGGE3TIONS FJR FURTHER 333353 E author offers these suxgestions for further research re- the study reported here: Investigation to determine and analyze any differences in production criteria that separate business motion pictures and television program material. We have thOUSEnLS of busi— ness films produced yearly and can assume that a great number of them are successful. However, very few of them seem to meet the progrem director's definition of suitable television. Studies of the audience impact of business films used on television. The study reported here hes shown the sverage TV audience for business films to number h0,0CO. How would this compare in effect with a like number of persons seeing the production in group situations? Studies attempting to correlate receptivitv and retention of filmed messages with habits of light, medium or heavy television viesins. Such a study could also search for characteristics identifying merhers of the vrrious groups. Studies similar to the one reported here could be conducted on the use of husiness motion pictures in theaters or for Jo cemmercisl Sponsorship of prodrct-on of short film se,rents b offered as television program materiel. H!_-_‘!I_-___ -1‘ 1.1.1. _L__'I_ _-_-‘L_ _ ___Q‘._ 9 -1 ‘I 1! 33 by television bookings could result in more marked on the business film industrv in fu ure veers. studies along this same line would be justified at k Late to me“sure er" possible chsnge at thst time. (APPENDIX A, SURVEY QUESTIONNAIRE) TELEVISION AND BUSINESS FILMS This questionnaire is designed to study the effects of television use on the production of business films. Please answer questions as fully as possible. If you would rather not identify your firm with a particular re- sponse or comment, please indicate this and the source can be protected. Please feel free to add comments or any other information you feel is pertinent. 1. What per cent of your productions are planned and scripted for television bookings, as well as group showings, at the present time? All #0 90 3O 80 2O 70 _' " 10 _— 60 None 50 _____ Unknown _____ 2. What per cent of your business film productions are now being timed to fit television time segments? All 40 9O 30 80 20 70 10 60 None 50 r} 35 3. In what per cent of business film productions do clients now demand television clearance? All 40 90 30 80 20 7O 10 60 None 50 _____ Unknown ____ 4. What has been the pattern of interest in television clearance for business films over the past 10 years? High earlier but declining Continued high Continued moderate Continued low Low at first but climbing Erratic, no pattern Other (please explain) Comments or explanations: 5- For'films designed basically for group showings, in what per cent of the cases is a modified version produced for television bcokings? All 40 9O 3O 80 20 7O 10 60 ‘ None 50 Unknown Iu‘IIIIIIIIIIIIIIIIIIIIIIIIIllIIIIIIII-ununmnnunm-mr __ 8. 36 If modified versions are produced, what form do they take? Would you say there has been an increase in any of the follow- ing over the past 10 or 12 years as a direct result of the ad- vent of television? Please check appropriate items. Greater emphasis on close and medium shots Greater demand for name stars in productions Increased use of animation Different handling of titles and/or credits MOre films of short length Greater use of dramatic presentation of stories Greater care to limit "commercialism" Use of timing marks in films Do you agree or disagree with the following statements? Television has made the business world more film conscious. Agree Disagree No opinion Television has been responsible for the development of simpler, less expensive production methods for business films. Agree Disagree No opinion Television has made clients more audience conscious. We now do fewer films to suit the company president. Agree Disagree No opinion The extra mileage possible through television definitely makes it easier to sell a production to a client. Agree Disagree No Opinion Television possibilities have increased the amount of money that Clients are willing to put into a film, in many cases. Agree Disagree No opinion {Pelevision definitely has been a good thing for the business film industry . Amman T‘Jm-Aflqn-a ‘fn -.—...'...I ‘5‘ Television has sparked greater ingenuity in film production. There is now less dependence on old standard methods. Agree Disagree No opinion Television has given potential clients more experience with films. We no longer have to crash through so much ignorance in selling or producing a film. Agree Disagree No opinion Name Company Would you like to see a tally of results of this survey? Yes No Please use this sheet and the next for any additional comments you have. Thank you for your help. 37 «raj»? THE Dow CHEMICAL COMPANY a 38 MIDLAND. MICHIGAN (APPENDIX B. INITIAL coma LETTER) Mr. John A. Brown Executive Producer Acme Film Productions, Inc. 123 Main Street New York:l, New York Dear Mr. Brown: Television has opened up vast new audiences for sponsored motion pictures. Statistics show that film sponsors have been taking good advantage of these new audiences. The enclosed questionnaire is a survey of effects of more than a decade of TV traffic on production of business films. The study is being run to find answers useful in my work as well as to fill a.personal require- ment toward an advanced degree. I will appreciate your help in filling out the questionnaire as fully as possible, as well as in volunteering further information that you feel is pertinent. If you are interested, I would be glad to send you a tally of results of the survey. If you would like to receive a summary, please indicate this at the end of the questionnaire. Sincerely, Burton Seeker Public Relations - ' " ”WK—P. ¥ "WW I .. ..m=e- __—.£ ‘ (4":h‘ - 3‘ ( EH51 7‘}¢ a} I. . . . ‘> ,_ v (APPENDIX c, FOLLOW—UP LETTER) Mr. John A. Brown Executive Producer Acme Film Productions, Inc. 123 Main Street New York 1, New York Dear Mr. Brown: A month ago I mailed you a questionnaire for a study we are conducting. The study is an effort to assess the effects of television's use of business films on the current production methods of these pic- tures. Since we have not yet heard from you I am in- closing another copy of the questionnaire in case my first letter went astray. Would.you.please complete the enclosed questionnaire and return it as soon as possible. It is quite important to us that we include the experiences of your production company in our survey. Sincerely, Burton Seeker Public Relations THE DOW CHEMICAL COMPANY MIDLAND. MICHIGAN 39 APPENDIX D. FILL". PKODUCEIV‘ ART ICIPATI;‘G If. STm “4 Alexander Film Conpeny Americ n Film Producers Atlas Film Corp. Auio Prowcti ons Ea" State Film Producers, Inc. CPlvin Prsluctions, Inc. C'te & McGlone Centron Corp. John Colhurn Associstes, Inc. Con or Films, In c. Wélter S. Cr mi? Films Denhoure Stu