Word: durbin
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Hers to Hold (Universal) is another example of the high artfulness whereby Universal has inched its best-paying property, Diva Deanna Durbin, from girlish charm to full-blown love interest. This installment concerns Miss Durbin's fruitless infatuation for a gay, non-marrying Flying Tiger (Joseph Gotten), and it has the profitable merit of leaving Deanna still single, her fans still breathlessly awaiting their singing star's cinemarriage. Petter managed than usual are Miss Durbin's opportunities to break into song. As noon-hour entertainment for workers in an effectively photographed West Coast airplane factory, she sings...
...campaign inaugurated in the past few weeks, whereby the person responsible for the highest purchase of that seven day period would receive an autographed picture and personal letter from a selected movie star, has met with great success. Considerable increases have been noted over starless weeks with Deanna Durbin, Joan Leslie, and Mary Martin sharing the honors in this capacity. On the whole, the bonds and stamps drive has been very satisfactory, Biageier said...
Jumping from 31 cents per capita for the preceding, Deanna Durbin, week, the average purchase during Mary Martin week was $1.00. In spite of steadily decreasing College enrollment, this represents an increase of 100 per cent for a week's total...
Hollywood can't resist throwing in a little war drama these days, even when Deanna Durbin's the better half of the oil and water combination. Universal's number one box office attraction plays the part of a China missionary's daughter who brings a band of orphans, (the boys are cute and the girls are mournful), to America. The recent best-seller "Keys of the Kingdom" won our hearts on behalf of Chinese missionaries, and there is absolutely no reason for disliking their daughters. But the story doesn't begin to perk up until Barry Fitzgerald arrives...
...biggest week of the period was that of March 29, which was officially designated as "Deanna Durbin Week" with an autographed picture and a personal letter for the highest purchaser. The per capita sale jumped from seven cents the previous week to almost 31 cents. This week the lucky winner receives the same prizes from Mary Martin and a big response from the College is being hoped for by the committee...