<sod>SCREEN GEMS BUYS HYGO, UNITED, SETS UP TV OWNERSHIP DIVISION|journal=Broadcasting|page=60|accessdate=2013-11-18}}</ref> During that year, the studio began syndicating Columbia Pictures' theatrical film library to television, including the wildly successful series of two-reel short subjects starring [[The Three Stooges]] in 1957. Earlier on August 2, 1957, they also acquired syndication rights to [[Shock Theater|"Shock!"]], a package of [[Universal Studios|Universal]] horror films (later shifted to [[NBCUniversal Television Distribution|MCA TV]]), which was enormously successful in reviving that genre.<ref>{{cite web|url=https://web.archive.org/web/20040610212735/milwaukee-horror-hosts.com/frameset.html |title=Milwaukee Hosts of Horror table of contents |publisher=Web.archive.org |date=2004-06-10 |accessdate=2015-04-17}}</ref> The name "Screen Gems", at the time, was used to hide the fact that the film studio was entering television production and distribution. Many film studios saw television as a threat to their business, thus it was expected that they would shun the medium. However, Columbia was one of a few studios who branched out to television under a pseudonym to conceal the true ownership of the television arm. That is until 1955, when Columbia decided to use its "Torch Lady" mascot under the Screen Gems banner, officially billing itself as a part of "the Hollywood studios of Columbia Pictures", as spoken in announcements at the end of some Screen Gems series.<eod>
<sod>SCREEN GEMS BUYS HYGO, UNITED, SETS UP TV OWNERSHIP DIVISION|journal=Broadcasting|page=60|accessdate=2013-11-18}}</ref> During that year, the studio began syndicating Columbia Pictures' theatrical film library to television, including the wildly successful series of two-reel short subjects starring [[The Three Stooges]] in 1957. Earlier on August 2, 1957, they also acquired syndication rights to [[Shock Theater|"Shock!"]], a package of [[Universal Studios|Universal]] horror films (later shifted to [[NBCUniversal Television Distribution|MCA TV]]), which was enormously successful in reviving that genre.<ref>{{cite web|url=//milwaukee-horror-hosts.com/frameset.html |title=Milwaukee Hosts of Horror table of contents |publisher=Web.archive.org |date=2004-06-10 |accessdate=2015-04-17 |deadurl=yes |archiveurl=https://web.archive.org/web/20040610212735/milwaukee-horror-hosts.com/frameset.html |archivedate=June 10, 2004 }}</ref> The name "Screen Gems", at the time, was used to hide the fact that the film studio was entering television production and distribution. Many film studios saw television as a threat to their business, thus it was expected that they would shun the medium. However, Columbia was one of a few studios who branched out to television under a pseudonym to conceal the true ownership of the television arm. That is until 1955, when Columbia decided to use its "Torch Lady" mascot under the Screen Gems banner, officially billing itself as a part of "the Hollywood studios of Columbia Pictures", as spoken in announcements at the end of some Screen Gems series.<eod>