Word: glamorizations
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...haunted by the specter of TV, beset by mounting production costs, harried by a falling box office, Hollywood is also facing an unexpected shortage in its most vital commodity of all-the mysterious attraction that everybody recognizes but no one has ever .been able to label more accurately than glamor, or oomph...
What happened to glamor, to oomph...
Buiclcs & Fluff. Some cinemoguls and movie fans claim that there is such a thing as too much glamor: the public may have become bored with the endless succession of hopeful newcomers, as shiny, as well-curved, and as indistinguishable from their rivals as a fleet of new Buicks just off the assembly line. Says a Chicago movie executive : "TV, magazines and billboards give us so many big busts and split skirts that we feel at home with this kind of glamor. We like it, but nobody gets very excited about it." Moviemaster Cecil B. DeMille has a different answer: "Stars...
...extension of Main Street. For the past decade, the U.S. has been flooded with pictures of stars scrubbing their floors, baking cakes, sewing clothes and doing everything but breastfeeding their own babies. At a recent meeting of Hollywood pressagents, Producer William (Forever Amber) Perlberg scolded: "You have taken the glamor out of the business . . . Would you want to go to the theater and pay money to see the girl next door...
Some Hollywood bigwigs, notably MGM's Dore Schary, welcome the glamor recession: they feel that the public has matured intellectually as well as morally, that today not the star but the screenplay's the thing. But the majority of producers insist that what Hollywood needs is a return to the oldest lure of all. They are taking hasty steps to reglamorize their "properties." Typical recent case: Darryl F. Zanuck ordered Jeanne Grain out of her demure aprons and put her into bathing suits, which she fills more than adequately. And they are searching feverishly for the girl...