Word: comically
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Many a U. S. moppet has pestered his neighbors to buy a package of soap or bluing for 10?. He rarely had to explain that he had answered "that ad in last Sunday's 'funnies.' " The fascinating advertisement in the comic section of his Hearstpaper had told him that for the proceeds of 24 sales, plus a small charge "for wrapping and mailing," he might have a marvellous motion picture machine; or a real cowboy suit. Enterprising little girls were offered talking dolls...
Until a year ago there was no other advertising in comic sections, with the exception of occasional Christmas displays of Lionel Electric Trains and Gilbert "Meccano" sets. Then Hearst admen, mindful of a survey by Dr. George Gallup of Drake University showing that 78% of women readers follow the comics, got an idea. Reckoning further that 90% of all comics had "adult appeal," they undertook to sell space in the comics of the 17 Hearst Sunday papers to important national advertisers. The selling organization of Hearst Comic Weekly set a rate of $16,000 a page on the basis...
...musical comedy behaved like a comic opera last week. It came back to Broadway just as if it had been written by Gilbert & Sullivan or Franz Lehar or Victor Herbert. It set people to singing again songs they had never forgotten. Musical comedies do not act that way. They make what money they can while they are new, then fade into limbo forgotten except perhaps for a stray tune. But four years ago, even before the first curtain went up, Broadway sensed that Jerome Kern's Show Boat was different...
...London the bill was called a "comic opera measure" and editors tush-tushed popular fears about the dollar. Nevertheless Ambassador Mellon found it expedient to make a little speech reassuring Britain on U. S. finance...
...assumption that the U. S. masses prefer their music light and syncopated, the Roxy cinemansion in Manhattan dismissed its symphony orchestra four months ago, installed Fred Waring and his jazz-making "Pennsylvanians." Fred Waring put on a series of brisk, comic turns but last week at Roxy's great waves of applause greeted every showing of an announcement that the symphony orchestra would be reinstated. Hugo Riesenfeld, leading pioneer for "good" cinema music. would be conductor. Good music had thus won a victory likely to have results in movie houses all over...