Word: geritol
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Indeed, holding down Twenty One's budget was as vital as pushing up its rating. Twenty One's sponsor, Geritol-making Pharmaceuticals, Inc., limited its prize money to $520,000 a year. The producers, Dan Enright and M.C. Jack Barry, 41, were to cover anything over that limit...
...Producer Dan Enright put heads together, agreed that both contestants had missed, and called for a rematch-again at $3,500 a point-next week (Mon. 9 p.m. E.D.T.). Although Bloomgarden must relinquish claim on last week's pot, he gets a guarantee from the sponsor (Geritol) that even if he loses to Snodgrass, he can have the $52,500 he had already won. "Completely fair," said Bloomgarden, and stiffened his axial skeleton, from cervical to coccygeal vertebrae, for a return to battle...
...least a temporary upset in the balance of power when the two shows again collide head-on next Monday night at 9 o'clock. "I don't say we'll catch Lucy" crowed Matthew Rosenhaus, president of Pharmaceuticals, Inc., who sponsors the show for his Geritol tonic (for "tired blood"), "but I think we're going to give her a run for her money...
...fictitious precedent if he decides to press on. In a 1950 movie comedy, Champagne for Caesar, Ronald Colman played an omniscient scholar who almost wins a quiz-show sponsor's $40 million soap company. Says Sponsor Rosenhaus: "Everybody keeps asking if Van Doren is going to win the Geritol company. But we're safe." Geritol's contract with Barry & Enright limits its annual outlay for prizes to $520,000; anything over that comes out of the producers' pocket. So far, Van Doren's winnings have been running Barry & Enright into the hole at the rate...
...friends and family are sharply divided on whether he should, and, in his own mind, so is he. Says St. John's Classmate Steven Benedict, now a U.S. Information Agency officer: "He's almost a Greek tragic hero, a vast commercial property being used by Geritol. He has strong opinions about the debasement of values by commercialism, but he can't condemn commercialism now. He's under a kind of Faustian pact with the devil." Says Laural Whipkey: "Charlie will play until he's beaten. That's the kind...