The series won both critical acclaim and the Peabody Award for its "inventive camera and production techniques", but the eponymous sponsor company thought that the productions costs were too high. When the sponsor withdrew its funding, the ABC network decided to cancel the series instead of searching for a new sponsor.
The sponsor of the show was the Celanese Corporation of America, hence the title of the show. Between October and December 1951, the show was 60-minutes in length and broadcast on ABC on Wednesday nights between 10:00 to 11:00 PM EST. Between December 1951 and June 1952, the show was 30-minutes in length and broadcast on ABC on Wednesday nights between 10:00 to 10:30 PM EST. The show alternated the Wednesday night time slot with Pulitzer Prize Playhouse (1950).