Word: caste
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Dates: during 1940-1949
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...show is Tallulah. She carries the cast throughout, handling her part with magnificient control, perfect timing and a steady sense of the theatrical. Her rapid transitions from laughter to tears, from love to anger, are done with a facile dexterity that leaves her colleagues just a little startled...
...University has announced its intention of expanding the facilities of the Hygiene Department. While the proposed Medical Center will give the University sick-bed space commensurate with its size, a further examination of its current health services would cast light on the meagre medical attention offered the undergraduate who turns in for care at Holyoke Street. While the quality of medical attention offered by the staff is beyond reproach, it is the lack of scope and facilities that forces the average student to spend a tidy sum on outside medical attention if his ills go beyond the simplest sprains...
...picture's market value (or Want-to-See) depends on four basics: 1) theme -not necessarily the same as plot, 2) title, 3) cast and 4) a relatively unimportant item, treatment (script, direction, acting, etc.). By testing the first three elements on a cross-section audience, A.R.I, can predict, before a foot of film is exposed, whether the finished picture will panic them or put them to sleep...
Stars & Stories. Cast is tricky, too. A pair of big stars doesn't necessarily add up to the combined drawing power of two alluring individuals. Surprisingly, several well-known names, too closely associated with unpopular movies, add to a picture's Don't-Want-to-See. Popular supporting players sometimes help. In rare instances, so does a director, like Alfred Hitchcock...
Even if both title and cast are downright thrilling, A.R.I, may discover that customers look bored at mention of the proposed story about an unhappy North Dakota farm wife. The manufacturer who persists in going through with such a dubious theme is warned to soft-pedal it in advertising. (Paramount's Double Indemnity suffered when advance publicity tipped off audiences that Fred MacMurray was cast as a heel...