HomeMy WebLinkAboutZurich Herald, 1953-07-30, Page 7What Makes You Go
To the Movies?
There is an old saying among
film-makers that "The public al-
ways knows what it wants just
after it has seen it"
This is lust another way of
saying that movie -making is a
gamble. More than one studio
has lost a fortune in trying to
catch the public's fancy with an
untried idea. Now Hollywood is
trying to take guesswork out of
filming.
Audience Research, Inc., claim
that they can discover, before
a foot of film has been shot,
whether a picture will be a suce
eess or a flop. As soon as an idea
is produced a brief summary
is handed to ARI'S interviewers.
Hundreds of people are asked'
"Would you like this film?"
"How much? "Why?"
A cross-section of the film
public has already passed judg-
ment on more than a thousand
Ideas. Half of them have been
rejected as unsatisfactory. Pre-
dictions on how much a film will
earn are nearly always right
within a narrow margin.
Audience Research has found
that film fans love lavish spec-
tacles, and predicted great suc-
cess for "Quo V a d i s" and
"The Greatest Show on Earth,"
with indexes of well over 120.
These two films topped box-office
takings last year.
An example of how they work
is given in one of the earliest
films they tested, "Mr. Lucky."
The main character was to be a
Greek gambler who helped to
promote a charity ball and then
made off with the proceeds. The
poll results showed two serious
drawbacks. People did not like
the gambler being a Greek,
neither did they approve of the
robbery.
The story was altered to make
the gambler a Greek -American,
send he was made innocent of the
robbery. With these changes, the
tests showed that "Mr. Lucky"
would make three times as much
as the average picture, a fore -
east that was more than justified,
Likes and dislikes do not vary
much between one place and an-
other. The only differences are
between age groups. Young girls
want romance and comedy; old-
er women like dramas of love
end marriage; and all men want
adventure.
Strangely enough, most film
stars have greater appeal to
their own sex than the opposite
sex. One test showed that 78 per-
cent of female stars were more
popular with women than with
men. At the same time, the lead-
ing twelve stars, as ranked by
men in one poll, were all male.
This is explained by what they
call "self -identification." A per-
son's interest in a situation de-
pends on whether he can ima-
gine himself in the same position.
Films about women in every-
day life always have a ready au-
dience among other women.
Men on the other hand, prefer
stories about the lives they would
like to lead, They are not so in-
terested as women in emotion
in films. They want to know what
happened, not how people felt.
One machine that has been
developed records people's re-
actions to a film while it is being
shown. Each person in a test au-
dience of thirty or forty people
is given a small machine to hold,
with a pointer which he turns
to left or right accarding to
whether` he likes the scene be-
ing shown.
Each turn of the dial is re-
corded on a moving roll, and the
results are transferred to a
graph. This gives a complete
pression of the interest shown
in every scene.
These tests are made before a
]film is publicly shown, so that
any scenes which go over badly
can be remade.
PHONE ORDER
A man telephoned a hardware
store to order a scythe. "Size?"
asked the assistant who took the
call.
"Not size," the man replied.
"Scythe,"
"Yets, . yes, I can hear you,"
said the salesman. "How much
size?"
"No, no, no," the customer
yelled. "Not size, but scythe—
SCYTHE. A grass cutter."
"Oh," said the assistant, "I've
got you now. I'll send it round
in the morning."
The next day a truck delivered
at the customer's house a glass
Butter,
MERRY MENAGERIE
r. "`r nnlury,WdmlNa, n 411,A1 t lab rdt o a,
'iuini,i, a,mm .. ._
"°?Don't iia,nn it up --it's only ONE
carrot!"
Commands t1 Mode! Army--Bertil Jernberg, of Gothenburg, Sweden, can play armchair gen-
eral on a Targe scale. The 22 -year-old model maker has 3,000 miniature soldiers and some 400
vehicles, part of which he made himself. He even has towels, clothing and meat choppers made
to scale to equip his army. Swedish military authorities are planning to make use of his hobby
for strategic study.
Happy Competitor—Kay Duggar,
"Miss Universe of Miami Beach,"
competed with 70 lovelies from
all parts of the globe in the an-
nual "Miss Universe" beauty
pageant at Long Beach.
He Bowled 0 t,.
The Future Eng
"Be a cricketer and see the
world" is a slogan applied now -
days to many British lads who
show promise as batsmen or
bowlers. A century and more ago
there were no such inducements,
but George IV's shoemaker owed
his appoints .1. the fact
he . es a get I
Lie king was a keen cricketer,
and as Prince of Wales played
in many matches with the bucks
of the Regency period. He re-
garded himself as one of the best
batsmen in the kingdom, and
when he heard of a little shoe-
maker of Slough, near Windsor,
whose keen eye and strong arm
had enabled him to perform
prodigious feats as a bowler, the
Prince decided to try his skill.
So the cobbler was invited to
take part in a match between
Bedfordshire and Buckingham-
shire in which the Prince played
"disguised as a civilian," accord-
ing to a contemporary report.
"It soon fell to his Royal High-
ness to take the bat. 'What bit
of a thing is that at the wicket?'
said the cobbler. 'Oh, he is a
tailor," said someone who stood
by, 'Then,' said the bowler, 'I'11
break his bat for him.' He took
his run and sent the ball with
amazing force and velocity. The
Prince blocked it dead as a
stone."
Several times the cobbler
bowled, but each time the ball
was either blocked or directed
away for a score. At last the bow-
ler .'went back to a considerable
distance, took an exact aim,
ran with all his force to the pop-
ping crease and, gently as a this-
tledown flies along the air, the
ball ran along the grass like a
snake and stopped just in the
middle of the wicket, knocking
off the crosspiece."
PLAYED FOR PLEASURE « .
The Prince threw down his
bat, seemingly mortified. Next
moment, ' however, he walked
to the bowler and put a heavy
purse into his hand. A horse
was waiting at a short distance
and the Prince immediately left
the field. Next morning the shoe-
maker received a notice to at-
tend Windsor Castle. "If he
makes shoes as well as he playas
Cricket he shall be my shoe-
maker," detclared the Prince.
FO
Would you "marry" a dead
woman just to inherit her mo-
ney? In 1937 a young Turk
named Osman Murid tried it. For
some years he has lived in the
town of Biga (Turkey) with a
wealthy and lovely widow whose
health was delicate, and who
refused his frequent proposals
of• marriage,
Then she become ill, and died
suddenly late one afternoon.
Seeing his life of idle luxury
about to vanish, Osman hit upon
an ingenious solution. He would
"marry" the deadwoman—and
he knew just the right priest to
perform the ceremony!
But first he went to the local
officials and told them his fiancee
wished to be married to him at
Once as she was dying, and more-
over had expressed a wish for
the ceremony to be performed
by an old friend of the family,
an aged, short-sighted priest who
lived near by.
Believing him, the local officials
gave him the special marriage
licence allowed by Turkish law
for this kind of emergency. Then •
they sent for the aged priestei,
who agreed to carry out the
dying woman's request imme-
diately. Together they made
their way down the almost de-
serted street, and entered a
small but etxquisitely furnished
house in a cul-de-sac.
Guided by Osman, the priest
stumbled his way upstairs to a
luxurious but dimly-Iighted bed-
room.
"Is your bride here?" he mum-
bled.
"'Sh . 'sh 'sh ... Yes. But the's
very ill. We must be quick," re-
plied the bridegroom as he
pointed to the recumbent figure
on the bed.
As rapidly as his age would
permit, the priest mumbled the
short marriage. rites. He came to
the part which corresponds to the
English, "Wilt thou take this
man to be thy lawfully wedded
husband?" From the lips of the
woman on the bed came the
Turkish word signifying "yes."
A few moments later the priest
pronounced them man and wife,
and was shown out of the house.
But he didn't know he had mar-
ried the bridegroom to a dead
woman!
Chuckling to himself at the
ease with which he had car-
ried out his clever subterfuge,
R PSE,
TU E
and won the riches of his dead
mistress, Osman announced the
next day that his newly wedded
wife had died in the night. As
her husband he was, of course,
entitled to her considerable fort-
une.
All might have gone well for
Osman, if he had carried on as
quietly as he had while his mist-
ress was alive. But he began to
live wildly, going to gambling
dens and entertaining young wo-
men in his newly won home.
The police, suspecting something,
- visited Osman and questioned
him. Finding out nothing, but
convinced that something was
wrong, they took him to H.Q.
where they used Turkish third
degree methods on him. Soon
•they had his full confession.
Then the police sent for the
aged priest, who swore on oath
`.,that he had distinctly heard the
bride say "yes" to the all -import -
'`ant question.
But it was Osman, and not the
.dead woman, whp said "yes"—
for Osman was a clever vent-
riloquist.
Despite his ingenuity, he was
`sent to prison for attemped
fraud.
LONG LOST RINGS
When gardening at their home
at Pocklington, Yorks, in 1940,
Mrs. Dora Tate, wife of Police
Sergeant Harold Tate, now of
Withernsea, lost her wedding -
ring.
The tenant who took over the
house was digging up plants
the other day and found. it. It
has been returned to Mrs. Tate.
A wedding ring which had
been lost for thirty-one years
was found by at farm worker
sticking to a harrow with which
he was working in Scotland. The
owner had lost the ring while
harvesting six months after her
marriage.
FEMININE LOW-DOWN
Despite the fact that many girls
put up a bold front maintaining
they don't care whether they get
married, statistics show this the
goal for 97 girls out of 100. The
goal, though, fades with the girl
and while the girl of 27 has a 4 to
1 chance of getting married,
when she's 36 and still single
the odds are 30 to 1 against her.
It gets tough!
She eeps Them Off Their l°eet+.Pretty Molly Mercer is seen
above tossing her teacher for a loop in a Tokyo, Japan, judo
classroom. Looking on, from left to right, are Shibayama and
Sato, who both wear the black belt showing their high standing
In the field of judo. Mollie's instructor is Kabayashi, one of
Nippon's top judo experts.,
CLASSIFIED ADVERTISING
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oynRHAUL your Motor 'With Compreopien
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"LACHAI'lLLID's" 100.000 m110 alloyed
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Qnly *8,00, Dornian Distributors, 250
Gibeon Street, Sarnia, Ontario.
DAIRY OHlOHI
PULLETS, Dayold or started, immediate
shipment, Ask un for pricelist. Ales :bet
your order for August -September broilere
In, Bray Hatchery, 120 John N., Hamilton.
CANADIAN Approved chicks available
every week in the year. Standard Quality
heavy breed day old pullets $14.95 per
hundred. These low prices made possible
by tremendoue demand for .cockerels.
Money Maker Quality add $2;00, Extra
Profit add $4.00. Special Matting add
*6.00 per hundred. Also non -sexed and
cockerel chicks at competitive prices,.
Turkey poults, older pullets, started
chicks,
TWEDDLE CHT(E HATCHERONTARIO
'maws
BUSINESS OPPORTUNITIES
OASIS FOR SAWDUST! Turn sawdust
Into cash. Fifteen proven methods, run
instructions $1.00. Hnlro, 202 Dunview,
Willowdale, Ontario.
DYEING AND CLEANING
HAVE you anything needs dyeing or clean-
ing? Write to us for information, We
are glad to answer your queetione. De-
partment H Parker's Dye Werke Limited,
791 Yenge St.. Toronto.
FOR SALE
BROILER Growers buy Tweddie pure
cross strain New Hampshlree. You are
assured of rapid feathering, faster
growth. extra pep and vigor plus top feed
efficiency. Non -sexed or cockerels, Recent
report on 2300 cockerels marketed feed
conversion 2.6, weight 3.24, profit per
bird 41.9. We also have good broiler cross
breeds.
TWEDDLE CHICK HATCHERIES LTD.
FERGUS ONTARIO
IND7A.N motorcycle parts and parte for
'Army Barleys and Whizzere. Rae Wat-
sons Cycle Headquarters, 257 Wellington
Street. London, Ontario.
PINE CONES! Make beautiful and odd
decorations. $1.00 brings six assorted
sizes. $2,00 for six Hand Painted. Pine
Nursery. 130x 85, Florence, South Caro-
lina.
CASH in on the good egg market which
we will have for the next year, Standard
Quality heavy breed pullets as low as
$14.45 per hundred. Also non -sexed and
cockerels at low prices. Turkey poulte,
started chicks, older pullets, broiler
cliche.
TOP NOTCH CHICK SALES
GUELPH ONTARIO
CRESS CORN SALVE—For euro relief.
Your Druggist sells CRESS.
YOU CAN now enjoy drinking old time,
delicious Beer again, Seed and Instruc-
tions $1.00. Carrie Hale, Littearr, Ken-
tucky,
HEALTH! STRENGTH! Use Hip Pocket
GYM. carry with you anywhere 03.95,
P.P. lvlartln H. Lueey, Box 2075, Station
"A". Worcester, Massachusetts, U.S.A.
PAINT DIRECT FROM FACTORY
Guaranteed. White primer $1.95. Flat
White $2.50, Exterior $2,50 and 95.50 gal.
Interior glass $2.75 and $2.50 gal, Write
for free 1953 color card and price list.
Service Paint Company, 1351 Laurier
East. Montreal 34,
IRRIGATION SYSTEM with Ford V-8
motor, pump, 1800 feet of aluminum pipe,
Rainmaster attachment, price $2,000.
D. A. Edwards, M -H Dealer, Agincourt.
THRESHING outfit: 89 - 45 Waterloo
Wood Separator; Grain thrower; Chaff -
Blower; Recleaner: 130 foot drive belt.
40 H.P. Eagle Tractor. rubber on rear
wheels, Good running order. Best offer.
Will take cattle or pigs in exchange.
Chas. Sutton, Phone 955. Bolton, Ontario.
Beautiful registered Scotch Collies, Pup•
pies and Grown Stock, Stud Service,
Boarding Kennels. Loch Rahnoch Collies,
1000 Byron St.. 'Whitby, Ontario.
'OEDICA 1
HAVE YOU HEARD ABOUT DIXON'S
NEURITIS AND RHEUMATIC PAIN REME-
DY? IT GIVES GOOD RESULTS.
MUNRO'S DRUG STORE,
335 Elgin Ottawa
$1.25 Express Prepaid
w FEMINEX
One woman tells another. Take superior
"FEMONEx" to help alleviate pain. dis-
tress and nervous tension associated with
monthly periods.
35.00 Postpaid in plain wrapper
POST'S CHEMICALS
889 QUEEN ST. EAST TORONTO
POST'S ECZEMA SALVE
BANISH the torment of dry eczema rashes
end weeping skin troubles. Post's Eczema
Salve will not disappoint you.
Itching, scaling, burning eczema. acne,
ringworm, pimples and foot eczema, will
respond readily to the stainless. odorless
ointment regardless of how stubborn or
hopeless they seem.
PRICE 92.50 PER ,TAR
POST'S REMEDIES
Sent Poet Free on Receipt et Price
889 Queen St. E., Corner of Logan
Toronto
O1'PORT17IV0T2Ef ITOR
MIEN AND WOMEN
Applications Invited for young Women
18-49, to train for 1 year as Practical
Nurses, Course provides actual nureint9,
practical demonstrations and lectures AA
hospital for ehronlo patients. Living
al-
low Lnce while training. May begin Sep-
tember lot or sooner. 44 bour week.
St. Peter's Infirmary, Hamilton, Ontario.
SONGWRITERS! Sond Peanut tor, Free
Sample Melody, and how to promote YOut'
Songs. Albert Koch, 2802-0 Milwaukee
Avenue, Chicago 47, Illinofe.
HF A HAIRDRESSER
801? CANADA'S LEADING SCHOOL
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Thousands of successful Marvel graduates
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MARVEL HAIRDRESSING SCHOOLS
858 Bloor St. W., Toronto
Branches;
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72 Rideau St.. Ottawa
GIANT FUN AND NOVELTY BOOK
free to adults. 100 pages, crammed
full of laughs; jokes. magic, drug sundries,
exotic books, gifts etc„ eto. Don't be a
"boor." We only live once. Send for
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catalogue today. Adults only, Roy Sa)se,
"The Friendly Co.." Box 55T. Winnipeg,
Manitoba.
PATENTS
AN OFFER to every Inventor—Lint 01 in.
ventione and full Information Bent fres.
Phe Ramsay Co., Registered Patent Attar -
nays. 278 Bank Street. Ottawa.
1FETHERSTONHAUGB & Com p a n r.
Patent Attorneys. Established 1890. 850
Bay Street. Toronto. Patents all countries,
PERSONAL
BROCKTON, Massachusetts, home 00
Rooky Merciano. Lettere rematled 25c.
I Postal View Cards of Brockton 25c, coin.
P.O. Box 2, Brockton 69, Massachusetts.
HOUSEWIVES ! !
We will print your personally autograph-
ed favourite recipe in our new book. Send
it to: Dean Distributors Reg'd., 4605
W.. Harvard, Montreal 28. -
51.00 TRIAL offer Twenty-five deluxe
personal requirements. Latest Catalogue
included, The Medico Agency, Box 124.
Terminal A. Toronto. Ontario.
LADIES BE LOVELY
UNWANTED HAiR
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Positviely no repeat treatment necessary
We do permanent work only
Written guarantee against Regrowth
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DERMAT CLINIC
928 Tense Suite 802 Toronto
RUGS
NEW rugs made from your old rugs and
woollens, Write for catalogue and price
Oat. Domininn Rug Weaving Company.
2477 Dundee Street West. Tnrontn. Ont,
The Detroit Tigers came into
the Yankee Stadium for a series
some years later with a young
pitcher just up from the Three -
Eye League. He had a good fast
ball and an incredible appetite.
He was warming up languidly in
the bull pen for the first game
with the Yanks, munching con-
tentedly on a ham sandwich,
when the Detroit manager sud-
denly signalled for him to come
in and pitch. The rookie put his
sandwich carefully on the bench
and asked, "Who have 1 got to
pitch to-" A teammate answered,
"Babe Ruth. And Gehrig comes
after him." "Don't nobody touch
that sandwich," ordered the
rookie. "I'll be right back,"
Horse -Sense Nonsense — "Prince
Monolulu," the Ethiopian tipster
well-known among England's
Epsom Downs race track circles,
greets tip -seekers in style dur-
ing the Grand Prix de Paris race
track at the famed Longchamp
track.
ISSUE 31 — 1953
ROLL YOUR OW
''"''*' CIGARETTES
WITH