Word: chrome
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Dates: during 1940-1949
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Beneath a gleaming chrome and glass marquee, celebrities swarmed one night this week to the opening of Manhattan's new $300,000 French movie theater, the Paris. They had paid $12.50 a head to look at one another and a movie (La Symphonic Pastorale), test the comfort of the 571 natural-birch seats, and sip coffee and bouillon in the lounge...
Egypt's King Farouk, who loves flashy cars (he owns a flock of red & black limousines), planned to add a utilitarian touch to his collection: he ordered twelve red jeeps, four for general work around the palace grounds, eight equipped with chrome bumpers, red leather seats, white metal wheels and fire sirens, to escort his personal...
...syphilis, by two weeks of green plus four weeks of lemon. No matter what was the matter with them, said the gadget's inventor, patients should sleep with their heads pointed north, give up meat, fish, fowl, eggs, honey, coffee, tea, alcohol, tobacco, and stare at the Spectro-Chrome...
Gold in a Gadget. The Spectro-Chrome (TIME, June 2, 1947) soon became a million-dollar business for white-goateed, bespectacled Dinshah Pestanji Framji Ghadiali, born in Bombay 74 years ago and a naturalized U.S. citizen* since 1917. Since 1920 he has sold at least 10,000 memberships at $90 apiece (recently hiked to $100) in his "Spectro-Chrome Institute." Members got the machine, plus a "favorscope" which tells the best time for starting treatment; for $3.50 a year they could get up-to-date guidance from Ghadiali; for another $10, they could get new panes if the old ones...
Search for the Gullible. Last week Food & Drug agents moved in on the block-long institute building at Malaga, N.J., impounded every Spectro-Chrome in the place. Then they trucked five tons of Ghadiali's instructions, magazines and correspondence to the Camden city incinerator. The FDA has also filed 25 suits to recover other known machines elsewhere, but has no idea how many others are still...