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culture

Vintage Toronto Ads: More Than Turning on a Projector

A 1970s TVOntario ad campaign prominently featured Saturday Night at the Movies.

Source: the Globe and Mail, November 5, 1975.

Last week, we reported that TVOntario is cancelling Saturday Night at the Movies after almost 40 years on the air. Today’s ad from the show’s early days sums up the things that made it a hit: an enthusiastic host, smart programming choices, and the use of the medium as “a springboard for discussion, ideas, feelings and—education.”

Saturday Night at the Movies was prominently featured in the network’s “TVOntario opens eyes” print advertising campaign during the mid-1970s. Today’s ad gives a feel for the range of films the series was showing at that time: Hitchcock thrillers, swashbuckling adventures, and Cold War–paranoia sci-fi.

Sharing space in this ad is host Elwy Yost’s weeknight gig, Magic Shadows. To fit the half-hour slot, movies were split up, serial style, and curated by Yost in a less formal manner than the Saturday-night feature bills. The show featured an imaginative—if slightly frightening to children—animated opening sequence.

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