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HALLMARK ANNOUNCES FORMATION OF SIGNBOARD HILL PRODUCTIONS

 HALLMARK ANNOUNCES FORMATION OF SIGNBOARD HILL PRODUCTIONS
 KANSAS CITY, Mo., Feb. 14 /PRNewswire/ -- Hallmark Cards Inc. today announced the creation of a subsidiary, Signboard Hill Productions, to develop and produce projects for television and theatrical release.
 "We believe Signboard Hill Productions will allow Hallmark to leverage the success and experience it has developed during more than 40 years of creating and sponsoring the Hallmark Hall of Fame," said Robert L. Stark, executive vice president of Hallmark Cards and chairman of the new subsidiary.
 The company will be managed by current Hallmark employees who also have responsibility for and experience with the Hallmark Hall of Fame. Brad Moore has been named president of Signboard Hill Productions. Moore, who also will continue as division vice president for advertising and television programming for Hallmark, has been responsible for the Hallmark Hall of Fame since 1983.
 Signboard Hill Productions will be located at Hallmark's international headquarters in Kansas City and will work with the Los- Angeles-based Richard Welsh Company in developing its projects. Welsh has worked with Hallmark for the past 10 years in the development and production of projects for the Hallmark Hall of Fame.
 According to Moore, Hallmark will continue to work with a variety of producers on its Hall of Fame series. While Signboard Hill Productions may produce some programs for the Hallmark Hall of Fame, the new unit will concentrate on other projects for television and theatrical release.
 "The very nature and cost of fully sponsored programming limits the number of Hallmark Hall of Fame productions we can present in any given year," Moore said. "We have the ability and the capacity to develop additional projects, and we believe it makes sense to use our expertise and financial resources to enter this new business venture.
 "There is a tremendous public appetite for quality entertainment material," Moore said. "Signboard Hill Productions hopes to satisfy some of that demand with its productions."
 -0- 2/14/92
 /CONTACT: Steve Doyal of Hallmark, 816-274-4314/ CO: Hallmark Cards Inc. ST: Missouri IN: ENT SU:


MC -- DV008 -- 0286 02/14/92 14:56 EST
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Date:Feb 14, 1992
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