Word: gimmicked
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This premise, quite a literary one, seems at first unsuited for treatment on the big screen. The sparse dialogue shares time with voice-overs by Bancroft and Hopkins reading aloud the amusing epistolary interchanges between their characters. Perhaps correctly sensing the thinness of the letters gimmick, screenwriter Hugh Whitmore tries to flesh out the story by including little vignettes of Hanff and Dole's lives...
...they forged a proud and free new home out of nothing but virgin soil and faith in God. So if the odds were against me, I knew that I had the guts to stick it out. And of course, if all else failed I could always pull some sleazy gimmick...
...terminals in Dallas, Atlanta and ten other Southern cities, forming ragged lines that stretched for blocks. For one hour only, the largest U.S. bus company, Greyhound Lines, offered 59 cents tickets to New York City, Los Angeles, and anywhere else its drivers go. The response to the promotional gimmick, which was designed to call attention to the company's new $59 fares on many routes, was overwhelming. About 20,000 tickets were sold. "A bus ride is sure worth the cost of a cup of coffee," said Blondeane Jones, 35, of Dallas, who stood in line overnight for a chance...
...entrepreneurs: Take advantage of those incapacitated couples so devoted they will invest in any Valentine's Day gimmick. Sell Valentine's Day Dinners at the Union. Couples could choose from sedate Seafood Salad Sweetheart plates or the more daring Luscious Lasagne Lover meals. Don't forged to stick a cherry-flavored Valentine " sucker" on top of each dish...
...SwedishAmerican Hospital in Rockford, Ill., is offering a clever gimmick to lure obstetrics customers: Dial-A-Dad, a service in which beepers are given to expectant fathers so they can be paged within a 30-mile radius when mothers go into labor...