CBS Evening News for Wednesday, Mar 08, 1978
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(Studio) Report on superstar appearances in miniproductions.
REPORTER: Walter Cronkite
(Hollywood, California) Report with regard to celebrities' change in attitude and practice in field of advertising on TV. Stigma formerly attached to star doing TV commercial noted; present ads with stars like Sophia Loren and John Wayne also mentioned. Wayne's ad for Great Western Savings and Loan Association cited; ads shown. Reason for change in attitude toward doing commercials cited as money. [Celebrity broker Marty INGELS - notes amount of money stars can make and short time it takes to make commercial.] Henry Fonda's initial breakthru in ignoring old stigma of stars in ads described. Wayne's reported pay for Great Western ads and James Coburn's for Schlitz Light Beer cited. Those stars still holding out include Barbara Streisand, Robert Redford, Liza Minnelli and Sylvester Stallone, the latter better known as character "Rocky." [STALLONE - cites reasons he turned down offer to do beer commercial.] Ad men's views that other stars will eventually come around noted.
REPORTER: Harold Dow
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