Word: socko
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...breakfast-food manufacturer advertised an atomic bomb ring: "Actual atoms, splitting like crazy inside this ring! Look into lens-and socko! You'll see brilliant stabs of flashing light caused by released energy of atoms split to smithereens inside atom chamber." Only...
...which the Dramatic Club has to ride each year. The University offers no Faculty advice or financial aid, but contents itself with charging $200 a clip for the use of Sanders Theatre. The Maintenance Dept. pockets petty graft for hanging curtains, planting invisible watchmen, sending prying inspectors. The real socko of all, however--the knock down punch--comes when no audience appears after three weeks of tough work. After flunking exams, losing sleep and sanity, thinking all the time that one's work is worthwhile, there is a feeling of absolute disgust when no one takes any interest...
Publicity alone can never make a star. Publicity plus personality-and the star is half made. Add to these assets one real hit and the trick is done. Morocco-succinctly described by Variety as a "boxoffice socko"-was the hit. Von Sternberg directed it. He followed with Dishonored and Shanghai Express. The new contract which he negotiated for himself and Dietrich specified that she was to be paid $125,000 per picture-a record at that time. Von Sternberg got a percentage of the gross. The contract was extraordinary for provisions giving von Sternberg and Dietrich complete choice of writers...