Word: gimmicks
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...bridegroom learns on his wedding night that his wife is pregnant. French and Italian moviemakers, who use the facts of life as story staples, might work such a situation for drama or comedy. Having ventured to deal with it at all, Hollywood typically uses it as a clever gimmick in a superior melodrama...
...plot was first used by Maurice Chevalier on Broadway in 1934, when the title was "The Red Cat." Don Ameche made a movie of its entitled "Folies Bergere" in 1941. The gimmick is Kaye, the night-club performer, impersonating Kaye, the greatest aviator since Lindbergh. The complications involve a multi-billion franc financial deal, a beautiful, half-clothed wife (Gene Tierney), and a beautiful, half-clothed dancing partner (Corinne Calvet). The plot is so involved that it deserves no more serious attention than it gets. But even its incredibility is worked for laughs...
...mater of fact, as one might suspect from the fact that the sequel is as good as the original, the secret of Potter's charm does not lie in the humorous gimmick he uses (Definition Humor is an old and overworked technique) But in his deft touch: shrewd use of examples, characters, and dialogue, and delicately pitched understatement (along with plenty of overstatement). And there is also that pleasant touch of satire, which marked the earlier book...
...audience would like to see united; in the third act all complications are ironed out, the ends tied, and the lovers joined. Usually in this type of play there is a humorous twist carefully inserted, and in this case the ghost of a Revolutionary War soldier is the gimmick. Under his watchful eye the two men who are in love with the heroine are pitted against each other and the nice guy, the handsome one, wins in the last...
...enter the theater to play. But since the bettors want to see their horses run, they have been swarming past his box-office window, anyway. Recalling that Bank Nite netted its inventors more than $1,000,000, enterprising Exhibitor Patrick has already applied for a patent on his new gimmick, has received 100 applications from. Colorado theaters that want to lease his scheme, expects to set up a national leasing system within a few months...