Word: fadeouts
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Dates: during 1960-1969
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What shocks one epoch may fascinate another. And bore a third. Ten years ago, Rock Hudson pursued Doris Day across what seemed to be miles of snowy sheets. Doris retained her maidenhood beyond the final fadeout (and for many pictures thereafter), but the shrewdly timed movie passed for daring and became one of the biggest box-office hits...
...radio, TV or movies (except for Oz). He wins a huge artistic success in Waiting for Godot as his stage career dims, and finally -oh, irony-makes the biggest money of his life ($75,000 a year) pushing Lay's Potato Chips on TV commercials. Until at final fadeout with cancer (his hypochondriac nightmare come true), nurse bends over and sees him inaudibly whispering an old comedy routine...
...boughten friendship goes on at the box office; Wayne will continue to provide, provide at the rate of two pictures a year. And at the final fadeout? "I would like to be remembered?well, the Mexicans have a phrase, 'Feo, fuerte y formal.' Which means: he was ugly, was strong and had dignity...
Opinions vary on just how-and how much-sales will be affected by an advertising fadeout on the air waves. In Britain, where cigarette ads were banned from TV in 1965, sales dipped at first, then recovered and went to new highs. In the U.S., per capita sales began declining last year, partly because young sters no longer feel the social need to smoke. They have been increasingly concerned about the health hazards, particularly since mid-1967, when the networks were forced to air antismoking commercials on TV. Indeed, the tobaccomen's decision to turn off their tremendously expensive...
...fadeout can come fast enough to please the cigarette's most zealous opponents. Utah's Moss feels that the N.A.B. plan "may take too long." And he is anxious to move on to his next target: cigarette ads in printed media...