Document 2RrQyb8xazXb1oXjbEb2jN1m5

FILM COUNSELORS ASSOCIATES, Inc. 447 WEST 45'" STREET NEW YORK, N. Y. 10036 (212) 315-3950 May 4, 1989 Dr. W.J. McCarville Monsanto Company 800 N. Lindbergh Boulevard St. Louis, MO 63167 Dear Dr. McCarville: For your information, this will summarize the major points discussed at yesterday's meeting on distribution for the new film, "Big Fears, Little Risks". Enclosed is some material from the distribution firm. Modern Talking Picture Service, which you may find of interest. The film was successfully premiered at a press conference in San Franciso on April 21, 1989 with Drs. Bruce Ames, Alice Ottoboni, and Elizabeth Whelan participating. As soon as television distribution schedules can be finalized, it is planned to hold another press conference in New York. The film has been reviewed favorably by WNET, the primary PBS station in New York. At their suggestion it has been submitted to the Public Broadcasting Service for possible inclusion on the national schedule. We hope to have a response within the next few weeks. If PBS does not accept the program, the WNET review indicates that at the very least we should be able to clear broadcast time in major markets on a station by station basis. In addition to the above, for the American Council on Science and Health to mount and sustain an effective national public distribution program, it will require additional funds in the amount of $160,900 minimum. This is broken down as follows: $10,000 New York press conference (including professional PR representation) $15,000 600 complimentary copies on VHS videotape for media, scientists, etc. (including 220 copies to ACSH's board of scientific advisors), the EPA, FDA, AMA, American Cancer Society, etc. $15,400 for 4 prime-time broadcasts over The Learning Channel, a cable service reaching upwards of 15,000,000 households (see enclosed material). EX P-2213 Page 1 of 11 PCB-ARCH4EXT0371092 2 May 4, 1989 $22,500 due to producer to complete deliverables to broadcast quality specifications $17,000 to prepare 16mm. version including printing masters and 25 prints. (For example, the American Legislative Exchange Council wants a film print to show to their convention next i month with over 1,000 in audience.) $26,000 for 2500 free-loan bookings to schools $25,000 for 10,000 educational kits including wall poster, teacher's guide, etc. $30,000 to reimburse ACSH for staff and administra tive expenses in connection with promoting and implementing the first year's program. The Adolph Coors Foundation has already contributed $25,000 toward our goal. We are asking everyone for additional support for the Council for this project in the amount of $10,000 minimum (and more if you possibly able.) Although there has already been overwhelming interest in the film from corporations, state agencies, and small businesses all over the country, we cannot and must not neglect the general public. The Council needs your support NOW. Sincerely yours. Enclosures EX P-2213 Page 2 of 11 PCB-ARCH-EXT0371093 Audience Development Capabilities and Program Recommendations "Big Fears ... Little Risks" Submitted to: American Council on Science and Health May 3, 1989 Modern EX P-2213 Page 3 of 11 PCB-ARCH-EXT0371094 Introduction For more than 50 years Modern has served major corporations, trade associations, professional societies, international agencies and all branches of the government as a communications resource. We are recognized as the foremost distributor and marketer of informational and education programs developed by our clients. Very simply, and most importantly-- we create audiences. 0 Modern EX P-2213 Page 4 of 11 PCB-ARCH-EXT0371095 Audience Overview Sponsored film/video is an effective communications medium because it targets specific markets with precision. Audiences can be reached according to demographic and/or geographic location. Naturally, a film achieves its full potential only when its seen by the appropriate audience. Audience Types Whether through schools, colleges or universities, civic and social clubs, governmental organizations, business and professional groups, your film/video will be seen by key people. Most schools regularly use sponsored film/video in their curricula and it provides an excellent opportunity to reach the youth market. College students are heavy movie attenders and Modern's College Cinema supports that fact with over 200,000 showings on 230+ campuses. Film format generates approximately 1,760 annual bookings via 25 circuits nationwide; video format will generate (at this time) approximately 180 bookings via 6 circuits when initiated in Fall, 1989 with the full compliment of 25 circuits available later in the year. The Community Group audience is composed of adult and school groups. They select programs especially suited to their own interests so any message has maximum effect on receptive viewers. Our Resort and Campground Cinema program distributes entertaining and informative sponsored films to over a thousand resorts and recreational settings throughout the nation during peak vacation months. We supply everything needed, including the screen, projector and your sponsored film. In addition, Modern is the sole United States member of INFORFILM International, the association of informational film/video distributors and can arrange to have your program shown in the 20 countries represented. Broadcast, Cable and Low-Power Television Video and film programs are also promoted and distributed on a free-loan basis to broadcast television stations nationwide. Clients are not charged for station previewd bookings but will be charged for shipping costs. Single title bookings will be charged at the rate of total number of stations utilizing the program. Broadcast Charge Per Booking: $65.00 Video and film programs are promoted and distributed to local and low power television stations nationwide. Again, there is no charge for station preview bookings but clients will be charged for shipping costs. A 10 percent discount is applied to bookings 21 and over which are invoiced in a one month period. Cable and Low-Power Charge Per Booking: $35.00 0 Modern EX P-2213 Page 5 of 11 PCB-ARCH+EXT0371096 Television Broadcast Annual Budget: Annual Plays: Estimated Reach: Cable Annual Budget: Annual Plays: Estimated Reach: Sample Budgets Estimated Number of Television Bookings $ 3.000. 48 480,000 $ 5,000. 72 720,000 $ 7,000. 200 1,600,000 $10,000. 285 2,280,000 $ 8,000. 120 1,200,000 $17,000. 485 3,880,000 Free-Loan to Educational and Community Group Audiences Rates include all videocassette duplication required to meet demand (within a client's predetermined budgetary limits). The clients provide Modern with a 3/4" or 1" video master for duplication. Clients are not charged for bookings unless a showing report is received from the exhibitor but will be charged for delivery. Free-Loan Rates School Audience: Community Group: Number of Bookings Per Month 1-100 101-1000 Over 1000 $ 9.10 $10.10 $6.20 $7.20 $5.55 $6.55 Delivery Charge Net Extra Net Extra The following budget examples (based on school audience projections and costs) demonstrate annual distribution and associated costs that might be anticipated for a given film/video: Annual Budget Monthly Bookings Projected: Annual Bookings Projected: Monthly Audience Projected: Annual Audience Projected: Est. Cost / Viewer: $10,000. 78 936 4,680 56,160 $.18 $15,000. 124 1,488 7,440 89,280 $.17 $20,000. 178 2,136 10,680 128,160 $.16 0 Modern EX P-2213 Page 6 of 11 PC B-ARC H - EXT0371097 Modern Satellite Services The Learning Channel Modern pioneered the satellite delivery of sponsored programming, with services that began in January 1979. Your video or film is packaged with other non-competitive programs to create "World In Motion," a lively, onehour magazine format show with individual segments introduced by our oncamera host. Your program may also be presented outside the "World In Motion" series--as an "MSS Special" in a stand-along format. The World In Motion Produced by Modern Talking Picture One Day Time Showing: $ 2,600. Four Day Time Package: $ 9,600. Three Day/One Prime Package: $11,000. (Three daytime airings, one Friday prime time airing) One Time Prime: $ 4,200. Four Time Prime: $15,400. All pricing based on 1/2 hour. Modern Schedule: Available Segments: Monday, Friday Tuesday, Wednesday, Thursday Friday Prime Time Let's Travel Consumer Inquiry Business View Modern Life 4:00 PM EDT 1:00 PM EDT 7:00 PM EDT Modern EX P-2213 Page 7 of 11 PCB-ARCH-EXT0371098 Teaching Kits To accompany "Big Fears...LittIe Risks," a Teaching Kit could be developed for distribution prior to the showing of the film. The kit would be comprised of a poster on one side with the "Big Fears...Little Risks theme, and 4 to 6 to 8 panels on the back. Each panel would serve as a guide and could include lesson plans, teachers' guides, student activities and/or environmental experiments. This would give the broadest overview for the teacher and extend the message of the film: Points to Know; Natural Pollution; etc. 4-Color Size: 17 x 22 would include 4 panels 22 x 34 would include 6 to 8 panels Quantity: 10,000 to 20,000 ' Pricing Range: $25,000 to $50,000. # Modern EX P-2213 Page 8 of 11 PCB-ARCH-EXT0371099 DEMOGRAPHICS As the latest MRI research proves. The Learning Channel does a fantastic job of delivering the hard-to-get subscribers! AVERAGE U.S, income Household Income $30,000+ 45.5 $60,000+ 10.5 AGE 25 - 54 56.6 35 - 44 19.1 EDUCATION Attended/Graduated College Graduated College ; 36.5 18.0 OCCUPATION Prof Managerial 15.7 Corp. Decision Maker 11.4 TLC VIEWER 52.1 12.1 69.4 25.3 . 45.0 19.5 173 16.4 INDEX 15% Higher 15% Higher 23% Higher 32% Higher 23% Higher 9% Higher 10% Higher 44% Higher Source: 1987-88 Simmons Martel Research Bureau 1525 Wilson Boulevard Suite 550 Rosslvn. VA 22209 (705) 27b-OHRl EX P-2213 Page 9 of 11 PCB-ARCH-EXT0371100 AEEEAL A recent study by a leading firm in non-subscriber research proved that TLC is among the highest rated services. TLC rated about the ;same as ESPN and A&E and higher than several services including WTBS, USA and MTV. This supports the value of targeted services such as TLC to reach non-cable subscribers. Furthermore, interest in The Learning Channel was even higher among persons age 35-49. Percent Rating Interest a 4 or 5 Con 5 Dt) All Non-Cable Subs Discovery American Movie Classics CNN Nickelodeon CSPN A&E The Learning Channel Weather Channel Nashville WTBS USA FNN CBN C-Span VH-1 Lifetime MTV Cable Value Network 48% 44% 40% 31% 29% 28% 27% ~~ 25% 23% 23% 22% 21% 20% 19% 17% 16% 16% 7% Percent Rating Interest a 4 or 5 Con 5 dO Age 35-49 Non-Cable Subs Discovery American Movie Classics CNN The Learning Channel Nickelodeon ESPN A&E Nashville FNN USA WTBS Weather Channel CBN VH-1 Lifetime C-Span MTV Cable Value Network 59% 42% 44% 35% --35% 33% 29% 24% 24% 23% 23% 22% 20% 19% 17% 15% 14% 8% Source: Beta Research Corporation, Syosset, NY EX P-2213 Page 10 of 11 PCB-ARCH-EXf037TT01 VTF.WF.RSHTP Here's how TLC's viewership stacks up against several other program services we compete with for channel capacity. Of course, these measurements were taken before TLC's emphasis on long-term promotion. A & E NICKELODEON VH-1 CBN LIFETIME THE LEARNING CHANNEL NICK AT NITE DISCOVERY BET C-SPAN TOTAL ADULTS Average Week Cume % 38% 38% 36% 35% 34% 30% 28% 23% 20% 18% Source; 1988 Simmons (expressed as percentage of subscriber base) EX P-2213 Page 11 of 11 PCB-ARCH-EXT0371102