ioned ▁movie ▁shows ▁and ▁W OR - TV ' s ▁Mill ion ▁D ollar ▁Movie , ▁as ▁well ▁as ▁capital izing ▁on ▁the ▁recent ▁release ▁of ▁major ▁pre - ▁and ▁post - 1 9 4 8 ▁films ▁from ▁the ▁top ▁Hollywood ▁stud ios ▁for ▁television . ▁ ▁Only ▁a ▁month ▁into ▁the ▁show ' s ▁run , ▁and ▁to ▁show ▁that ▁the ▁station ▁was ▁in ▁the ▁game ▁for ▁keeps , ▁W R CA - TV ▁appointed ▁whom ▁they ▁called ▁a ▁" film ▁director " ▁to ▁over see ▁the ▁purchase ▁of ▁first - run ▁feature ▁films , ▁and ▁to ▁advise ▁N BC ' s ▁O & O ' s ▁and ▁affili ates . ▁ ▁The ▁program ' s ▁title ▁switched ▁to ▁Movie ▁ 4 ▁on ▁or ▁about ▁February ▁ 3 , ▁ 1 9 5 7 . ▁ ▁Pe ak ▁years ▁The ▁he yd ay ▁for ▁Movie ▁ 4 ▁was ▁in ▁the ▁late ▁ 1 9 5 0 s ▁and ▁early ▁ 1 9 6 0 s . ▁ ▁During ▁this ▁period , ▁many ▁films ▁that ▁became ▁class ics ▁had ▁their ▁New ▁York ▁television ▁premier es . ▁ ▁Among ▁these ▁films ▁were ▁The ▁B ells ▁of ▁St . ▁Mary ' s , ▁High ▁No on , ▁The ▁Qu iet ▁Man , ▁The ▁Men , ▁and ▁East ▁of ▁E den . ▁ ▁For ▁the ▁most ▁part , ▁top - line ▁features ▁were ▁usually ▁reserved ▁for ▁the ▁Saturday ▁and ▁Sunday ▁night ▁air ings , ▁while ▁more ▁standard ▁fare ▁was ▁run ▁on ▁week days ▁and ▁week end