Word: gimmicking
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Need a gray shoebox? Call Tim Shetler, marketing vice president of TimesTen, a software maker based in Mountain View, Calif. He has had stacks of them in his office ever since Sept. 11, when he decided that sending out surprise packages was no longer a great gimmick to advertise TimesTen's database software. He was right. Within weeks the anthrax letters made even plain white envelopes look sinister...
...fall in love. She's trying to protect her son from extortion, but she can't protect herself from the soulful, vulnerable man who wants her cash. The result, co-directed by Scott McGehee and David Siegel, is an elegant, romantically doomy movie that rises well above its precipitating gimmick...
...Even before the war made heroes out of CIA agents, this thriller was the talk of TV. Deservedly so: its pulse-pounding premise (a counterterrorist agent--Kiefer Sutherland, below--has 24 hours to stop an assassination), gimmick (each episode is one hour in real time) and look (a split screen is used to relate concurrent story lines) made its pilot the most exciting of the year. Some later episodes had a draggy, shaggy-dog quality, but at its best, 24 had us counting the seconds...
...Merchant takes pains to prove that she’s not just someone’s mom, as the stolid drum sample on “Saint Judas” shows. Despite the gimmick, “Judas” is the best update of Merchant’s mellow alterna-country sound. With vocals that prove that the teen-queens don’t have the monopoly on kick-ass voices, “Judas” has a sly swagger, though Merchant eschews sex appeal almost entirely on the album...
Just when it looked like Jane Swift was gathering up the tatters of her political career, she became the Grinch that stole the economy. About a month ago, Governor Swift introduced her latest gimmick to rejuvenate the sagging Massachusetts economy: a “tax-free weekend” when the 5 percent state retail tax would be suspended for all items purchased...