ABC 5 (Friday Night Movie)

"Following Marks’s and Doug Trumbull’s groundbreaking ABC Movie of the Week promo, Trumbull turned toward film projects and Marks returned to collaborator Abel, who had recently acquired some of Trumbull’s equipment and was setting up his studio, Robert Abel and Associates, soon to become known for its radically innovative work. While Marks and Abel couldn’t equal the technical wizardry of the ABC Movie of the Week graphics, the team nonetheless created dynamic and colorful imagery for The ABC Friday Night Movie, evoking a cinema marquee of multiple rows of small lights that appeared to zoom beyond the space of the screen and the viewer. According to designer Richard Taylor, who joined Abel’s firm in 1973, a similar title treatment for The ABC Saturday Night Movie sparked the concept for 'Bubbles,' the psychedelic-chorus-girl-neon-butterfly fantasia the team concocted to advertise 7UP.30"—Louise Sandhaus, Earthquakes, Mudslides, Fires & Riots: California and Graphic Design, 1936-1986, pp. 174