Word: gimmick
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Dates: during 1950-1959
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...Secret Gimmick. Almost everything in radio & TV needs a gimmick, and the memo had one. It was called "The Secret Gimmick about the Baby's Sex." This, too, required an inviolate pledge of secrecy until the release date this week: "The Ricardo baby will be a boy regardless of the sex of the actual Arnaz baby. Of course, if the Arnaz baby does happen to be a boy, then all writers and editors can assume that the producers of I Love Lucy are clairvoyant and possessed of sheer genius. If it happens to be a girl, the story...
...Lampoon's stories are at best nondescript. They are all carefully and elaborately built around a single, and not particularly amusing, gimmick. They contain too few bits of inspired phrasing or deft writing, and they die slowly of their own weight. On the brighter side of the 'Poon's prose efforts are Satires on the Boston newspapers and the Saturday Evening Post. They are short and lightly written...
Split Seconds. The whole thing started last June, when Hollywood Pressagent Ed Scofield "bought a piece" of a crooner named John Arcesi and looked around for a gimmick to land him in the papers. The gimmick took months of careful planning. Scofield first hired a onetime Conover model named Ariel Edmundson and sent her off to a hypnotist. For weeks the hypnotist worked over Miss Edmundson, until she was so completely receptive that she could be put into a trance in seconds. Meanwhile, Scofield had a song written "that was real mysterious . . . something you could believe would put a girl...
...Arcesi in a Manhattan nightclub, hundreds of requests for Arcesi's Lost in Your Love recording, movie and TV offers for Ariel. It was just as Scofield said: "I've read the life story of every great man since Barnum, and every one of them had a gimmick...
...Post's circulation gimmick has snowballed. Recently, library employees signed a petition which asked that the "subversive" literature be kept in the library, and the Boston newspaper began swinging its cudgel again. Continued attack has caused Judge Frank Donahue, a trustee of the library, to say he will demand an investigation. And if the Post keeps up the way it has, many of these employees who are not covered by civil service may lose their jobs through political pressure...