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Cinema Center Films

Cinema Center Films (CCF) was the theatrical film production company of the CBS Television Network, operating from 1967 to 1972 as a division aimed at expanding into the motion picture industry.^[1]^[2] It produced approximately 30 feature films during its brief existence, which were primarily distributed by National General Pictures, and became known for a mix of commercial and critically acclaimed works including Little Big Man (1970), The Boys in the Band (1970), and Rio Lobo (1970).^[2]^[1]^[3] Established under the direction of CBS chairman William S. Paley and president Frank Stanton, CCF was formed to build a dedicated movie business for the network, with attorney and executive Gordon T. Stulberg appointed as its first president.^[1]^[4] Stulberg oversaw the production of approximately 30 films, focusing on theatrical releases that could later support CBS's television programming needs amid rising costs for acquiring studio content.^[4]^[1] Early releases included Doris Day's final film With Six You Get Eggroll (1968) and the animated A Boy Named Charlie Brown (1969), marking CCF's entry into diverse genres from Westerns to comedies.^[1] Despite successes like the box-office hit Little Big Man, directed by Arthur Penn and starring Dustin Hoffman, the majority of CCF's output underperformed financially, leading CBS to close the unprofitable unit in 1972.^[2]^[1] The closure reflected broader challenges for broadcast networks entering film production during a period of industry upheaval, though CCF's legacy endures through its contributions to New Hollywood-era cinema, including influential titles like William Friedkin's adaptation of The Boys in the Band.^[5]^[1]

Formation and Early Years

Origins and Establishment

In the mid-1960s, the American media landscape underwent significant diversification as television networks expanded beyond broadcasting to secure content amid uncertainties in the Hollywood studio system, including corporate acquisitions and financial instability affecting major players like Paramount and Columbia. CBS, led by its influential chairman William S. Paley, sought to capitalize on this shift by entering theatrical film production, aiming to generate films suitable for both cinema release and eventual television syndication. This strategy reflected broader industry trends where broadcasters positioned themselves to control intellectual properties across platforms, reducing reliance on external studios for programming.^[6]^[7] Cinema Center Films was formally established in May 1967 as a wholly owned subsidiary of CBS, specifically tasked with producing and financing feature-length films for theatrical distribution. The initiative addressed concerns over a potential shortage of affordable feature films for television networks, as antitrust restrictions and rising licensing fees strained traditional studio relationships. Under the leadership of president Gordon T. Stulberg, a former Columbia Pictures executive, the division received substantial backing from CBS to launch operations in Hollywood. Early plans outlined an aggressive production slate, including an announcement in October 1967 to develop 22 films with a combined estimated budget of $60 million, emphasizing mid-budget projects averaging around $3 million in negative costs each, plus additional marketing expenses.^[6]^[8] To facilitate nationwide theatrical rollout, Cinema Center Films quickly secured a key partnership with National General Pictures in August 1967, designating it as the exclusive U.S. distributor for its output and committing to a multi-picture deal that aligned with the planned 22-film commitment. Among the first projects announced was the comedy With Six You Get Eggroll, starring Doris Day in her final leading film role, signaling the division's intent to blend established talent with accessible entertainment. This foundational setup positioned Cinema Center Films as a bridge between television's growing influence and the theatrical market, though it operated within the constraints of CBS's broader corporate oversight.^[6]^[9]

Initial Objectives and Setup

Cinema Center Films was established with the primary objective of producing high-quality, adult-oriented feature films for theatrical release, intended to complement CBS's dominant position in television broadcasting by providing content suitable for eventual network airing. The division aimed to output 8–10 films annually, focusing on innovative cinematic storytelling that avoided the stylistic constraints of television production, such as episodic formats or family-friendly narratives, in favor of narratives with broader artistic and commercial appeal. This strategy was part of CBS's broader media expansion in the late 1960s, which included ventures into publishing and recording to diversify beyond broadcasting.^[10]^[9] To achieve these goals, Cinema Center Films emphasized collaboration with independent producers and aggressive talent scouting, securing multi-picture deals with acclaimed directors such as Sam Peckinpah for projects like The Ballad of Cable Hogue. The production philosophy prioritized box-office viability alongside creative innovation, selecting scripts that showcased established talent while steering clear of low-risk, TV-adjacent content to establish a distinct theatrical identity. Initial logistical preparations included allocating a substantial $60 million budget for the first year to support development and production.^[11]^[9] Setup efforts centered on establishing a dedicated headquarters at the CBS Studio Center in North Hollywood, Los Angeles, a 70-acre facility acquired for $9.5 million to serve as the operational hub for script evaluation and production oversight. Script acquisition processes involved reviewing hundreds of submissions from independent writers and producers, with a focus on properties offering strong narrative potential and market draw, often through direct outreach to literary agents and emerging filmmakers. This infrastructure enabled rapid scaling, contracting experienced writers, directors, and actors to build a pipeline of viable projects aligned with the division's emphasis on prestige and profitability.^[9]^[10]

Operations and Productions

Key Personnel and Structure

Cinema Center Films (CCF) operated as a division of the Columbia Broadcasting System (CBS), with a primary focus on theatrical film production under the oversight of CBS leadership, including chairman William S. Paley. The company's executive structure was led by Gordon T. Stulberg, who served as its first president from 1967 to 1971 and played a pivotal role in establishing CCF as CBS's entry into the motion picture industry. Stulberg, a former executive at Columbia Pictures, guided the division's strategy, emphasizing the development and production of feature films aimed at theatrical release. Upon his departure to become president of Twentieth Century-Fox in September 1971, Milton Goldstein, previously the senior vice president of CCF, succeeded him as president.^[12]^[1] CCF's organizational hierarchy was streamlined to support efficient film development and production, functioning as a specialized unit within CBS's broader entertainment portfolio without extensive in-house departments for distribution, which was handled externally by National General Pictures. The company maintained a compact operational model, prioritizing creative and production oversight to greenlight and execute projects that aligned with CBS's diversification goals into cinema. Under Stulberg's leadership, CCF exercised direct control over script selection and project initiation, fostering an environment where executive decisions drove the slate of films from concept to completion.^[1] The division frequently collaborated with external producers to augment its internal capabilities, such as Carter De Haven, who served as producer on key CCF projects including the 1971 thriller The Last Run, directed by Richard Fleischer. These partnerships allowed CCF to leverage specialized expertise while maintaining creative alignment with its objectives. Early in its operations, CCF attracted high-profile talent, exemplified by Dustin Hoffman's starring role in the 1970 Western Little Big Man, directed by Arthur Penn, which highlighted the company's ability to secure A-list actors for ambitious productions.^[13] Over its lifespan, CCF's creative control evolved under Stulberg's hands-on approach, emphasizing selective greenlighting of diverse genres ranging from comedies like With Six You Get Eggroll (1968) to dramas such as The Reivers (1969), reflecting a strategic balance between commercial viability and artistic ambition. This executive-driven process ensured that projects were tailored to capitalize on emerging trends in the late 1960s film landscape, though the division remained lean in scale to minimize overhead within CBS's corporate framework.^[1]

Distribution and Financial Model

Cinema Center Films established its primary distribution partnership with National General Pictures in August 1967, securing an exclusive deal for the theatrical release of its films through 1970.^[6] Under this agreement, National General committed $60 million to finance 22 productions, enabling Cinema Center Films to launch its slate with substantial backing from the distributor.^[14] As the deal progressed, distribution for later releases shifted to other major studios, including Columbia Pictures and Paramount Pictures, reflecting adaptations to changing industry partnerships and the expiration of the initial contract.^[15]^[16] The financial model of Cinema Center Films centered on co-production arrangements to distribute risks and costs, often partnering with independent producers while leveraging CBS's resources for upfront financing capped at approximately $2–3 million per film.^[14] This structure derived from the overarching $60 million commitment, allowing CBS to support mid-budget features without full exposure to potential losses. Key executives negotiated these deals to balance creative ambitions with fiscal prudence. Revenue streams followed a standard 50/50 profit split after distribution fees, prioritizing recoupment through domestic and international theatrical earnings alongside ancillary sales.^[17] This approach encountered difficulties amid the escalating production budgets characteristic of late 1960s Hollywood, where costs for genres like Westerns frequently exceeded projections due to ambitious scopes and location shooting.^[18] Co-productions helped mitigate some overruns, but the industry's shift toward higher-stakes investments strained the model's sustainability for consistent returns.^[19]

Filmography

1968–1969 Releases

Cinema Center Films (CCF) launched its initial slate of productions in 1968 and 1969, releasing seven films that diversified beyond the parent company CBS's television programming into theatrical features. These early outputs emphasized accessible comedies and character-focused dramas, aiming to capture family audiences and test market viability through partnerships with distributor National General Pictures.^[20] The lineup marked CCF's entry into live-action and animated storytelling, with budgets ranging from approximately $1.1 million to $5 million, reflecting a cautious approach to production costs amid the evolving New Hollywood landscape.^[21] The company's debut feature, With Six You Get Eggroll (1968), was a romantic comedy directed by Howard Morris and starring [Doris Day](/page/Doris Day) as a widowed businesswoman navigating blended family chaos with Brian Keith. Produced as CCF's first project, it highlighted lighthearted domestic humor, grossing over $10 million at the box office and earning praise for its charm despite formulaic elements.^[22]^[23] In 1969, CCF followed with The April Fools, a Stuart Rosenberg-directed romantic comedy featuring Jack Lemmon as a dissatisfied executive who elopes with Catherine Deneuve's enigmatic character, blending urban satire with escapist romance; it received mixed notices for its whimsical tone but achieved moderate financial returns of about $4.5 million in U.S. and Canadian rentals.^[24] CCF's dramatic ventures included Me, Natalie (1969), directed by Fred Coe and starring Patty Duke as a self-conscious young woman seeking independence in Greenwich Village, which explored themes of self-discovery and urban alienation with New Hollywood's introspective edge; the film garnered a Golden Globe nomination for Duke and achieved moderate box-office success.^[25] Another early 1969 drama, Hail, Hero! , directed by David Miller and marking Michael Douglas's film debut, followed a college student's struggle with the Vietnam War draft and his decision to join the Army, receiving mixed reviews for its timely social commentary.^[26] Later that year, The Royal Hunt of the Sun, directed by Irving Lerner and starring Robert Shaw as Francisco Pizarro and Christopher Plummer as Inca emperor Atahualpa, adapted Peter Shaffer's play into an epic tale of conquest and faith, noted for its ambitious scope but limited commercial impact.^[27] CCF's output continued with The Reivers (1969), directed by Mark Rydell, which adapted William Faulkner's novel into a coming-of-age tale set in early 20th-century Mississippi, starring Steve McQueen as a roguish employee on a picaresque road trip; budgeted at $5 million, it succeeded commercially with positive reviews for its blend of humor and regional authenticity.^[8]^[28] Rounding out the period was CCF's foray into animation with A Boy Named Charlie Brown (1969), directed by Bill Melendez, the first feature-length Peanuts adaptation following Charlie Brown's national spelling bee journey; produced on a modest $1.1 million budget, it grossed $12 million worldwide and was nominated for an Academy Award for Best Original Song, lauded for its faithful depiction of Charles M. Schulz's wry commentary on childhood insecurities.^[29] These releases showcased CCF's focus on character-driven narratives, from comedic family dynamics to dramatic explorations of personal growth influenced by emerging New Hollywood sensibilities in films like Me, Natalie, Hail, Hero!, The Royal Hunt of the Sun, and The Reivers. Critically, the output received mixed responses—comedies like With Six You Get Eggroll and The April Fools were seen as entertaining but conventional, while dramas and the animated entry drew acclaim for emotional depth—yet the slate achieved moderate box-office success overall, establishing CCF's reputation for genre versatility.^[22]^[24]^[28]

1970–1972 Releases

During the 1970–1972 period, Cinema Center Films (CCF) entered a more ambitious phase of production, releasing 24 films and emphasizing high-profile genres such as Westerns and socially conscious dramas to leverage star power and compete with established studios. This era saw CCF invest in larger-scale projects, often filmed on location to enhance authenticity, with budgets typically ranging from $3 million to $7 million per film. Key releases included groundbreaking works like The Boys in the Band (1970), a pioneering LGBTQ+ drama directed by William Friedkin that captured the tensions of urban gay life through a birthday party gone awry, earning critical praise for its raw emotional depth and ensemble performances despite modest commercial returns. Similarly, Little Big Man (1970), directed by Arthur Penn and starring Dustin Hoffman as a white man raised by Native Americans, blended satire and epic scope in its revisionist take on the American West, achieving significant box-office success with over $31 million in domestic earnings against a $7 million budget while facing production overruns due to extensive location shooting in Montana and Canada.^[30] CCF's Western output formed a notable part of its portfolio during this phase, reflecting a strategic focus on the genre's enduring appeal. Films like A Man Called Horse (1970), directed by Elliot Silverstein and featuring Richard Harris in a grueling tale of cultural assimilation among the Sioux, utilized innovative rituals and stunts for visceral impact, grossing moderately but gaining cult status for its unflinching portrayal of frontier violence. Rio Lobo (1970), Howard Hawks' final directorial effort starring John Wayne, pursued revenge across Civil War divides with dynamic action sequences shot in Mexico, benefiting from Wayne's star draw to achieve solid theatrical performance. In 1971, Big Jake continued the Wayne collaboration under George Sherman, depicting a family quest for a kidnapped grandson with a $4.8 million budget, emphasizing practical stunts and location work in Utah to deliver reliable commercial viability. Le Mans (1971), a Steve McQueen-led racing drama produced in partnership with Solar Productions, prioritized realism through actual 24 Hours of Le Mans footage, though its $7.5 million cost led to underwhelming box-office results amid creative disputes. Other releases diversified CCF's slate, including Adam at 6 A.M. (1970), a road drama directed by Robert Scheerer and starring Michael Douglas in his second major role, exploring generational clashes during a cross-country journey, which received mixed reviews for its introspective tone but highlighted emerging talent. Overall, among the 24 films produced in this period—which included additional titles such as Something for Everyone (1970), Scrooge (1970), Blue Water, White Death (1971), The Little Ark (1972), The War Between Men and Women (1972), Prime Cut (1972), and Snoopy, Come Home (1972)—CCF showcased a blend of auteur-driven narratives and star vehicles. This approach marked early innovations in independent production, such as integrating major talent like Hoffman, Wayne, and McQueen to rival major studios, while prioritizing on-location authenticity to cut costs and boost visual appeal, though variable box-office outcomes underscored the risks of escalating budgets in a shifting industry landscape.

Shutdown and Legacy

Closure and Financial Impact

In January 1972, CBS announced the impending shutdown of Cinema Center Films, with operations ceasing effective in 1972 following cumulative losses that exceeded $30 million over its five-year existence.^[13]^[31] The decision came after the division reported no profitable years, with Wall Street analysts estimating a single-year loss of more than $10 million in 1971 alone.^[13] This marked the end of CBS's experiment in theatrical film production, as the conglomerate refocused resources on its more reliable television broadcasting operations.^[13] The closure stemmed primarily from escalating production costs that outpaced revenues, compounded by a string of underperforming films that failed to align with shifting audience preferences toward more innovative and youth-oriented narratives, despite successes such as Little Big Man.^[32]^[33] Budgets for features had surged by 178% between 1972 and 1977, reaching an average of $7.5 million per film by 1979, while marketing expenses often doubled those figures, straining the financial model of a newcomer like Cinema Center Films.^[32] Internally, CBS executives, led by William S. Paley, prioritized cost-cutting measures to bolster the core television business amid broader corporate pressures, viewing the film unit as a non-essential diversion that had not delivered expected synergies with broadcast content.^[13] Following the announcement, Cinema Center Films liquidated its assets by completing a handful of ongoing projects, with Snoopy, Come Home serving as the division's final release in August 1972. Distribution rights to the completed library largely reverted to CBS, while select partnerships handled international and ancillary markets, allowing for gradual monetization through television licensing and eventual home video deals. This orderly wind-down minimized immediate disruptions but underscored the venture's overall unviability. The shutdown occurred against the backdrop of a severe 1970s recession in Hollywood, characterized by big-budget flops, intensifying competition from television, and conglomerates retreating from risky film expansions to safeguard profitability in diversified portfolios.^[33] Major studios, increasingly owned by non-entertainment corporations, pulled back from theatrical ventures as outdated production paradigms clashed with evolving viewer demands, leading to widespread industry contraction and the closure of similar units.^[32]

Post-Dissolution Influence

Despite its short lifespan, Cinema Center Films left an enduring mark on American cinema through its support for innovative storytelling and diverse voices during a transitional period in the industry. Two standout productions exemplify this legacy: The Boys in the Band (1970), directed by William Friedkin, which broke ground in queer representation by offering one of the first major depictions of gay male characters in mainstream film, capturing the complexities of identity in the pre-Stonewall era and influencing subsequent LGBTQ+ narratives.^[34] Likewise, Arthur Penn's Little Big Man (1970) advanced the revisionist Western genre, subverting traditional heroic myths of the American frontier by centering Native American perspectives and critiquing Manifest Destiny, thereby contributing to the genre's evolution amid 1970s cultural shifts. On a broader scale, Cinema Center Films facilitated the transition from network television's structured programming to the auteur-driven ethos of New Hollywood, providing financial backing to independent filmmakers like Penn and Friedkin whose works embodied countercultural themes and challenged studio norms. Operating from 1967 to 1972, the company produced 30 films, several of which—such as The Boys in the Band and Little Big Man—have achieved cult classic status for their bold artistic risks and thematic depth. This output helped diversify theatrical offerings, bridging broadcast media's reach with cinema's experimental edge.^[35] The company's closure informed CBS's later forays into film, culminating in the 1979 establishment of CBS Theatrical Films as a more measured endeavor. Drawing from Cinema Center Films' experience with high-cost productions and inconsistent returns, CBS adopted a risk-averse strategy focused on selective projects and partnerships, aiming to avoid the financial pitfalls that led to CCF's dissolution while testing theatrical viability anew.^[36] Culturally, Cinema Center Films enriched 1970s genre explorations, notably through its co-production of the documentary Blue Water, White Death (1971), which documented great white shark expeditions and introduced audiences to marine ecosystems in ways that foreshadowed rising environmental consciousness, enhancing public understanding of ocean conservation long before Jaws amplified such themes.^[37]

References

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Gordon T. Stulberg - Variety
Oct 13, 2000 · He responded by creating Cinema Center Films. Under Stulberg's leadership, Cinema Center created features including “Little Big Man, “Rio ...
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ABC AND CBS GIVE UP ON THE MOVIE BUSINESS - The New ...
Nov 15, 1985 · Both formed movie companies in 1967, but dropped out in 1972. During those years, CBS Cinema Center Films produced 30 movies, of which the ...
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Norman Levy - Variety
Oct 1, 2002 · He joined National General Pictures in 1968 as sales manager and was responsible for distributing Cinema Center Films such as the Dustin Hoffman ...
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Gordon T. Stulberg; Studio Executive, Lawyer, Negotiator
Oct 18, 2000 · Paley and Frank Stanton asked him to form the network's film division, Cinema Center Films. There he oversaw creation of 26 films, including “ ...Missing: founded | Show results with:founded
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'Boy in the Band': Billy Friedkin Regrets Keeping Gay Kiss Out - Variety
Jul 1, 2015 · Friedkin finally got a greenlight from Cinema Center Films, then owned by CBS, but the company did not have the funding to distribute or market ...
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TV Movies Now Major Factor in Filmdom - The New York Times
And in May of that year, the Columbia Broadcasting System went into the same business through a division that is now called Cinema Center Films. The ...
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CBS: The Power and the Profits - The Atlantic
Jan 1, 1976 · The story of one broadcasting network, of its founder and indomitable chairman, William S. Paley, and the men who helped make CBS into Paley's golden candy ...Missing: Cinema | Show results with:Cinema
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The world's most comprehensive Film database - AFI|Catalog
CBS Theatrical Films had earlier announced in the 25 Oct 1967 LAT that it planned to make twenty-two movies at a combined estimated budget of $60 million.<|separator|>
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{a) Production of motion picture feature films, through Cinema Center Films, a division of. CBS established in March 1967;. (b) Production, distribution and ...
[10]
Ralph Baruch Oral History | Syndeo Institute At The Cable Center
... CBS Films because he didn't want to be connected with CBS so they called it “Cinema Center Films.” So the entire exercise was a waste but by then we had ...
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Critic's Choice: Ten Best Films of 1970 - The New York Times
Dec 27, 1970 · ... Cinema Center Films presentation, released by National General Pictures. This is some thing of a sentimental selection since “Little Big Man ...
[12]
Nice to Have You Back, Pearl - The New York Times
The comedy-drama, to be produced by Norman Jewison ... It's called 'Burnt Offerings,' and I'll produce it for C.B.S.'s Cinema Center Films next spring in New York ...
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Sep 17, 1971 · Mr. Stulberg has been pres ident of the Columbia Broadcasting System's Cinema Center Films. He is taking over his new position on Monday. His ...
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Jan 10, 1972 · Work at the Cinema Center Films in Hollywood is scheduled to be halted as soon as feasible. ... The step is being taken by William S. Paley ...
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Production Companies: Arwin Productions, Inc., Cinema Center Films. (Columbia ... budget of $60 million, according to the 25 Oct 1967 LAT. Four months ...Missing: initial | Show results with:initial
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Sigma Productions, Inc. Distribution Company. Paramount Pictures Corp ... Although one critic labeled Such Good Friends "perhaps the worst picture of 1971 ...
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Stulberg, a former Columbia executive who had headed CBS Cinema Center Films since 1967, ended the big-budget road show era at Fox and concentrated on films ...
[19]
North American Theatrical Film Rental Market Shares: 1970-1990
Jan 13, 1991 · (6) National General Pictures (most of its release schedule being CBS-Cinema Center Films) market shares as follows: 7 % in 1970, 8 % in ...
[20]
CBS WANTS TO STAR IN THE MOVIES--AS ONE OF THE MAJOR ...
Jun 28, 1981 · In 1972, CBS's previous film production unit, Cinema Center Films, had been dropped as a money-loser. However, Mr. Wyman said, ''a second ...
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Cinema Center Films | Moviepedia - Fandom
CBS chairman William S. Paley and Frank Stanton founded the network's first film division, Cinema Center Films, in 1967, with Gordon T. Stulberg as its first ...
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The Reivers is a 1969 Technicolor film in Panavision starring Steve McQueen and directed by Mark Rydell, based on the 1962 William Faulkner novel The ...
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You Get Eggroll' - The New York Times
... Cinema Center Films presentation released by National General Pictures. At neighborhood theatres. Running time: 99 minutes.Abby McClure . . . . . Doris ...
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With Six You Get Eggroll - Box Office Data, DVD Sales, Movie News, Cast Information - The Numbers. The Numbers - Box Office Data, Movie Stars, Idle ...
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April Fools' Arrives - The New York Times
... Cinema Center Films Presentation; a Jalem Production released by National General Pictures. At the New Embassy Theater, 46th Street and Broadway, and the ...
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The April Fools ; Cinema Center Films · Jalem Productions · National General Pictures · May 28, 1969 (1969-05-28) (New York) · 95 minutes.
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In "Me, Natalie," which opened yesterday at the Fine Arts, Shapiro continues to display an almost Richardsonian (Samuel) concern for virginity. No longer, ...
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Sep 13, 2025 · Me, Natalie, 1969, National General, $3,800,000, $0, $3,800,000, N/A. 41, Misconduct, 2016, Lionsgate, $0, $2,352,511, $2,352,511, $11M. 42, The ...
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Rating 3/4 · Review by Roger Ebert“The Reivers” is a pleasant, wholesome, straightforward movie of the sort (as they say) they don't make anymore. Once was, Hollywood had the knack of turning ...Missing: New York
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CBS Theatrical Film Division was initially set to produce the animated picture, according to the 25 Sep 1967 LAT, although CBS subsidiary Cinema Center Films ...Missing: founded | Show results with:founded
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A Boy Named Charlie Brown is a 1969 American animated musical comedy-drama film, produced by Cinema Center Films, distributed by National General Pictures
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Oct 24, 1976 · it also saw internal diversification, into motion pictures (Cinema Center Films, which lost $30 million efore being shuttered) and Electronic ...
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The seventies witnessed an inflation in the production costs of American films unparalleled in the industry's history.
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COMPANY NEWS; PALEY'S LATEST FEAT: HIS RETURN - The ...
A venture in motion pictures, Cinema Center Films, lost $30 million before it was shut down. Nettlesome Problem. But broadcasting was the engine that drove ...
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Thus, The Boys in the Band marks an important moment in the history of the representation of gay men in American theater and cinema in both the pre- ...
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Jan 19, 1973 · ... Cinema Center Films, and National General Pictures.17 Apart from ... 25 million.210. While Universal's wide releases of Jaws, saturation ...
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Mar 9, 1981 · CBS made a fledgling move into the motion picture business in late 1979. The first release from that film division, "Back Roads," starring Sally ...<|control11|><|separator|>
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