Word: screens
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Dates: during 1950-1959
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...eventful fortnight, Levant was negotiating with both CBS and NBC to go transcontinentally berserk on network next fall; he was also ranting affably with moviemakers interested in producing his screen biography. Of the recent turns in his labyrinthine career, Oscar offered a candid self-appraisal: "In some situations I was difficult, in odd moments impossible, in rare moments loathsome, but, at my best, unapproachably great...
...times, the popular British press seems to look on the U.S. as a wide-screen immorality play of freaks and fools, wantonness and wealth. Some recent samples of wild-eyed British reporting...
Giveaway games are probably the cheapest form of TV publicity, since the manufacturer swaps merchandise-often low-priced items-for screen time. Ohio's Tappan Co. gives away $230,000 worth of ranges yearly, figures a giveaway plug costs only .0042? per 1,000 viewers, far less than a regular TV commercial. But there is hot debate over how many sales are actually created by the giveaways. Says Bell & Howell, which passes out $17,000 worth of movie projectors a year, mostly on This Is Your Life: "We like the idea, but we find it hard to determine...
What Sells? Ronson Corp. hands out about $150,000 worth of lighters and shavers yearly on TV, figures it gets about $600,000 worth of screen time, which it feels ultimately boosts sales just as regular TV commercials do. Longines-Wittnauer believes that awarding its watches on TV greatly enhances their value: "People may not rush right out and buy, but over the year it pays off." RCA Victor, Polaroid Corp. and Ford's Lincoln-Mercury found that traffic jumped appreciably in their showrooms and stores after a single showing on NBC's The Price Is Right...
...there is to the American Way of Life, then he had better send telegrams to several million moviegoers, because otherwise they are not going to get the message. But there are compensations. In scene after scene, thanks perhaps principally to Director John Cromwell, the audience looks into the screen as through a window into life. And Cromwell deserves much credit for the acting. As the mother, Betty Lou Holland is painfully good. And Actress Stanley triumphs over heavy odds. She is a full-bodied woman who shows every one of her 33 years, and never for an instant looks anything...