Word: hollywoodized
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Dates: during 1940-1949
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...Hollywood Bowl Symphony (Sun. 3 p.m., CBS). The summer replacement of the CBS Symphony opens its eight-week series. Conductor: Eugene Ormandy...
...Giro's Proprietor Herman Hover last week, adjusting his hand-painted cravat (tropical birds). "You've got to get a room jumping. You've got to fill it with hep people. If you haven't got a jumpy room, you haven't got a Hollywood nightclub...
Enhancing Milady. If anybody knows about Hollywood nightclubs, and how to get a room jumping, it's Herman Hover. When he took an option on the famed Giro's six years ago, he was taking on the town's No. 1 white elephant. When a fire gutted it shortly afterward, his prospects looked even worse. But four years ago this month Hover started up again: the place has been jumpy ever since. It didn't seem to matter what happened to Hollywood-congressional investigations, hirings & firings, falling box office-so long as people could hash...
Hover gets yeoman assistance from the daily gossip columnists. On occasion, they have reported enough celebrities in Giro's to fill a large section of the Hollywood Bowl. Hover encourages these exaggerations by spending $125,000 a year to promote the legend that anyone seen at Giro's must, of necessity, be a member of Hollywood's higher echelons...
Despite its high prices and exalted clientele, the club itself doesn't make Hover as much money as his sidelines: Giro lipsticks, cigarette lighters, ashtrays, glassware. He makes his own ice cubes, carbonates his own water, and runs annual concerts-starring Xavier Cugat-in the Hollywood Bowl. Even juicier dividends come from the off-premises liquor sales and a catering service which runs many of the major studio parties. "I have found," Hover says, "that people will buy anything with the name Giro...