Sit-In Theater

Promising the viewer "double-feature enjoyment right in his own armchair," Ford Movie Night (Mon. 7 130 p.m., Manhattan station WOR-TV) this week went into direct competition with neighborhood movie theaters.

"It's unique, different," boasted Chairman of the New York District Ford Dealers Ralph Horgan of his three-hour show. "We begin with a comedy, then comes a cowboy picture. Then, after you pack the kiddies off to bed, you have your sports newsreel and feature film [this week: Major Barbara, a 1941 British-made picture starring Rex Harrison and Wendy Hiller]."

Dealer Horgan was able to buy so much unbooked time because station WOR-TV has been "dark" two nights a week. Pleased with the advertising impact to be expected from one sponsor taking over a station for a whole evening, Horgan further reported that the films, TV time, agency fees and services of 260-lb. M.C. "Happy" Felton fit into a modest weekly budget of $3,800.*

-A comparable one-station, one-shot, "live" dramatic show on radio would cost about $20,000; on TV, $30,000.

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