"Schindler's List" a Winner for NBC

The network worried how a grim, black-and-white movie would play

NBC's showing of Schindler's List Sunday evening attracted an average of 40 million viewers during a three-and-one-half hour broadcast, a vindication for the network, which was uncertain how a black-and-white movie about death camps would play in prime time. The audience dwarfed the 25 million who saw the film in theaters during its release in 1993. The ratings (a 23.8 rating and a 34 share in the top 36 markets) were the best in six years for a TV movie shown during a February "sweeps," one of the periods when television stations set their ad rates.

The movie aired virtually uncut, despite nudity and profanity, and with minimal interruption. Ford, the sole sponsor, paid for a soft-sell, 50-second spot at the start of the broadcast and another 60-second ad at the end. The network marked two intermissions by a simple title card with the Ford logo and a countdown clock. Director Steven Spielberg also appeared on camera to give a brief introduction, saying the film was suitable for teenagers but not younger children.

Network brass were beaming today. "Schindler's List is a movie about tolerance, something that appears to be on the decline in our society," said a statement from Don Ohlmeyer, West Coast president, "so it's gratifying that last night's presentation seemed to be able to strike a chord with so many viewers. The overwhelming response to Schindler's List is a clear indication that we as broadcasters should not be pressured into putting on bland, non-controversial programming to appease the over-zealous watch dogs who would like to control what the American public views."

An NBC spokesman said that several thousand viewers also phoned Spielberg's foundation, which is trying to find and interview every living Holocaust victim, after the 800 number appeared at the end of the broadcast.