Word: box
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Dates: during 1940-1949
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Such frenzied advertising flashes, emitted largely by the radio and Sunday newspaper comic section ads, have heralded the postwar return of "premiums," the somewhat mysterious business in which everything from atomic rings to nylon stockings can be bought at cut prices with the proper number of box tops, soap wrappers, etc. Ever since 1851, when Benjamin Talbot Babbitt, the father of packaged soap, got the idea of offering sentimental chromos for 25 Babbitt's Best Soap wrappers, premiums have helped sell thousands of items...
...only makes the atomic ring (see cut) and the Mix compass, but it turns out some dozen similar gadgets (the Orphan Annie dog whistle, Captain Midnight's code ring, a compass ring for Shredded Wheat, a radar ring for Peter Pan Peanut Butter) for the major users of box-top premiums. Latest to come off the top-secret list: a "weather ring" for B. F. Goodrich. (A tiny sheet of litmus paper beneath a plastic lens turns pink in rainy weather, blue in fair...
...make similar trinkets for the Wrigley Co. A radio character named "Chief Wolfpaw, the Lone Wolf," sent them out for gum wrappers. Wrigley's was so snowed under with wrappers that it has never offered premiums since. But Robbins went on to become the biggest maker of box-top trinkets. From these and its other products (jewelry, name plates, badges and emblems) Robbins grosses some $3,000,000 a year...
Business at cinemansion box offices was still far below the wartime boom. Variety blamed it on rain, premature summer and lightweight products...
Almost certainly he is, so far as the box-office is concerned. Author-Director George Seaton has laced his sure-fire sentimentality with equally sure-fire wit and some cynical knowledge about how men of business and law might talk, look and act under these extravagant circumstances. The movie handles all its whimsy deftly and is consistently a smooth, agile...