Word: free
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Dates: during 1980-1989
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...being cold is being poor. At that time there weren't as many homeless people on the streets, and so I immediately thought of the Bowery, and I decided to put a pair of gloves on some poor fellow's hands just as my father had slipped free Danish rolls into customers' bags." Greenberg was then teaching sixth grade in a Brooklyn public school, and the following year, despite his modest salary, he bought 72 pairs of woolen gloves, took them to the Bowery, and handed them out (very timidly, he admits) to the destitute and the derelict...
MOST FRILLS ON A GOLDEN PARACHUTE Gerald Tsai, head of the Primerica financial-services firm, grabbed $40 million in severance when he sold the company, whose holdings include the brokerage firm Smith Barney, to Commercial Credit Group. Part of Tsai's deal: 120 hours free use of the corporate jet and a consulting contract that will pay him additional income for time he spends working in the office on his yacht...
When James Bond roars off in the upcoming License to Kill, he'll be driving a Lincoln Continental Mark VII instead of his famous Aston Martin. It's not that No. 007 has altered his automotive allegiance. It's that Ford Motor Co., the maker of the Continental, offered free cars for the film in exchange for putting Bond behind the wheel of its top-of-the-line luxury model. So it was farewell, Aston Martin. In the lucrative world of product placement, show business and big business are seeing eye to eye about getting brand names into the movies...
Cost-conscious studios have created licensing and merchandising departments to arrange the deals, since free cars and other products save them millions each year in production costs. "Movie budgets have become unreasonably high," says director Badham, "so we're always looking to maximize the money available. From a producer's or a director's view, product placement is a great way to reduce the budget and keep the studio quiet...
...Weston Birdsall, general manager of Osage Municipal Utilities. Looking back to 1972, when he took over the utility company, Birdsall recalls, "That's about the time OPEC reared its ugly head. We had to do something." Birdsall preached conservation door to door, offering to give every building a free thermogram, a test that pinpoints places where the most heat is escaping. More than half the town's property owners accepted the offer...