Word: louella
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Fifty-Fifty. Hedda's ascent has created a serious problem for the studios. Once the question was: How do we make sure that Louella is the first to know? Now it has become: How do we manage to let Louella know first without getting Hedda hopping? Some publicity chiefs tried giving both girls the story at once. The result, neither would print it. Finally they tried doling out "scoops" on a nominal 50-50 basis (actually, Louella is given about 60%, and that is probably the clearest measure of her edge on Hedda...
...same meticulous protocol applies at banquets and in billing. Hedda and Louella must sit equidistant from the principal speaker. In advertising displays, the problem is impossible to solve by simple geometry. Top billing is better than bottom, and left is better than right; so it has become customary to reproduce only one woman's blurb at a time...
...publicity man, who has dealt with both Hedda and Louella, says: "You have to watch yourself with Hedda. When Louella has a story, she knows when it is dangerous and will check it. But Hedda will plunge in and print it, and go away in complete innocence that she has done anything wrong in being wrong." Hedda claims that she has never been sued...
...Wolfie, and several hundred hats. There, Hedda promotes cozy Sunday morning breakfasts with leading ladies of the screen. Instead of Hedda's calling on them for an interview, it is customary for them to call on her (though she is not quite as insistent on this point as Louella...
Hedda always asks Louella to her parties. Louella never comes. While the two get along fairly well, "our love," according to Hedda, "is not exactly demonstrative." Relations have been a little shaky lately because of the May Day baby incident. When Bette Davis had her May Day baby, she flew the coop and refused to talk to the press. Hedda, suspecting that Bette had gone to Laguna, climbed into her grey Cadillac and simply drove down. Finding the door ajar, she walked in. Bette was delighted to see her and they talked for two hours. Said Lolly in her column...