ABC, which did not have the contracts with stars and their hit former radio shows on the CBS and NBC networks, approached Warner Bros. about acquiring the rights to broadcast some of its relatively recent theatrical films, which were then not available for television broadcast. Instead, Warner saw a different potential for his company, inspired by ABC's Disneyland. He believed that perhaps television could be used to cross-market upcoming Warner Bros. films.
ABC, lacking agreements with stars and their former radio shows on CBS and NBC networks, approached Warner Bros. about broadcasting some of its recent theatrical films not yet available on TV. Instead, Warner saw a different opportunity for his company, inspired by ABC's Disneyland idea. He thought that television could be used to promote upcoming Warner Bros. films.