AD ACTORS DRAMATIZE STRIKETHOUSANDS STAGE MARCH IN HOLLYWOODAD ACTORS AIR GRIPES IN HOLLYWOOD.

Byline: Jesse Hiestand Staff Writer

HOLLYWOOD - In their biggest show of strength since going on strike in May, 2,000 actors marched through Hollywood on Monday after being urged by union leaders to stand strong in their contract dispute with advertisers over TV commercials.

The actors who packed the Hollywood Palladium for the two-hour, members-only rally were reassured that the unions have a strategy to win the strike, justifying the work stoppage by some 135,000 actors - about a quarter of them in the San Fernando Valley.

``For the first time, they finally put a face on the enemy with the mathematics. They just broke it down: Here's what they're offering, and here's the real math,'' said striking actor S.A. Griffin, one of five union actors on a hunger strike. ``It's a huge pay cut.''

Advertisers say the Screen Actors Guild and American Federation of Television and Radio Actors are being unreasonable in rejecting what advertisers say amounts to a 17 percent pay raise for the typical commercial.

``We're ready to negotiate at any time, but they have to come back to the table to modernize the contract and negotiate over our offer,'' said Ira Shepard, an ad industry negotiator.

Now in its 15th week, the strike is the longest in the history of the unions, and there are no scheduled talks or resolution in sight.

The unions went on strike May 1, and an effort by federal mediators to get the two sides talking again proved unsuccessful three weeks ago.

The core issue is whether actors will be paid residuals or a flat fee. The actors want residuals for cable-TV ads, as they are now paid for network spots, while the advertising industry favors the flat-fee system used in cable for networks as well. Both sides are also wrangling over control of Internet ads.

During the rally Monday, Todd Amorde, chairman of the unions' National Strike Committee, announced that he will meet with AFL-CIO representatives in Washington on Wednesday to enlist their help in the strike.

The goal is to identify corporate leaders who sit on the advertisers' negotiating committee and target their companies with further picketing and boycotts, Amorde said.

`'We're going to keep turning up the heat,'' Amorde said. ``There's no secret that we're on strike against corporate America. We know the advertising agencies take their cues from their clients.''

Speaking for the ad industry, Shepard said the unions' new strategy is misguided.

``They'd be better off focusing on the strike than trying to further divide us,'' Shepard said.

Striking actors said the rally and march made them feel more united than ever.

``It reassured me that I did the right thing,'' said Peaches Johnson, another of the actors who were in the seventh day of a hunger strike taking place at a house in Burbank.

Johnson and Griffin were given an ovation for their campaign, Amorde said.

After the rally, actors hit the streets for three-mile march led by Larry Hagman and others on a fire truck. Celebrities included Hagman, Tom Bosley, Diane Ladd and Harry Hamlin.

``Today was to really show our solidarity and say we plan to stay strong in the strike and our membership is very much behind us,'' said SAG spokeswoman Ilyanne Kichaven.

Union leaders are planning protests to coincide with the upcoming Democratic National Convention next week in Los Angeles but do not plan to make that a focus of their strike actions, Kichaven said.

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2 photos

Photo: (1 -- color) A strike captain, Tisza Major, shouts Monday as actors march in Hollywood over pay for TV commercials.

(2 -- color) With some riding on a fire truck, actors march along Hollywood Boulevard in the 15th week of their strike over pay for TV commercials. Charlotte Schmid-Maybach/Staff Photographer