The Buzz

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Remember NBC's ambitious 1MM's, aka one-minute movies? The Peacock network produced a series of 30-second films to much fanfare last August and then cleverly embedded the shorts in spot pods to try and keep viewers watching commercials during stations breaks. Research geeks at media buying agencies vowed they would keep a close eye on the 1MMs to see if they kept audiences in their seats. So far, according to NBC execs, all but one of the 10 mini-movies originally ordered from Hollywood producer Paris Barclay have aired and there hasn't been a peep out of those eagle-eyed media buyers. NBC, meanwhile, has not yet released its Nielsen Media Research audience-share numbers on the films. The good news: one of the more ambitious 1MM projects is being developed as a full-blown TV series. Hank Perlman, a partner at the commercial production house Hungry Man, New York, and the director of the 1MM project "Henry Tammer - Prodigy Bully," is writing a pilot for NBC. A mockumentary about a child genius who plays a violin but is also a violent bully with severe discipline problems, "Henry Tammer" was shot as four separate one-minute episodes that aired in 30-second installments within ad pods. Each ended with the line "to be continued," in order to keep audiences from turning off the next installment in a later ad pod.
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