Variety? Abel Green? Lin Bonner? Apocryphal?
Question for Quote Investigator: A famous headline appeared in the U.S. show business periodical “Variety” in 1935:
STICKS NIX HICK PIX
STICKS referred to rural audiences. NIX meant reject. HICK referred to a rural theme. PIX meant a motion picture. Thus, the headline was stating that rural audiences were not going to see films with rural themes.
I have seen other versions of this headline, e.g., STIX NIX HIX PIX. The situation is perplexing. Would you please determine the precise original text together with a citation?
Reply from Quote Investigator: Here is a sampling of close matches for this headline which have appeared over the years. The similarity of these candidates has caused confusion. Boldface added to excerpts by QI:
1935: STICKS NIX HICK PIX
1936: STIX NIX HICK PIX
1937: STIX NIX HIX PIX
1949: STIX NIX HICKS PIX
1953: STICKS NIX HICKS PICS
1955: STICKS NIX HIX PIX
The original headline appeared on the front page of “Variety” on July 17, 1935. The following was the main banner together with the subheading:1
STICKS NIX HICK PIX
NOT INTERESTED IN FARM DRAMA
In 1935 the editor of “Variety” was Abel Green, and the person assigned to construct the headline was Lin Bonner. Green was still the editor when he wrote on the topic of authorship thirty years later in 1965. The term “streamer” meant headline:2
The story itself was anything but one of this paper’s best and Lin Bonner was assigned to come up with a lively streamer. Bonner had only just been transferred from the Hollywood to the New York staff, coming east in the hope a change of climate would help his health. After he groped half an afternoon for the right swing and size of caption this editor applied the final touch. All unanticipated, a VARIETY classic was born.
Thus, Abel Green took credit for crafting the headline although he may have received some input from Lin Bonner. Sadly, Bonner died from cancer within three weeks of the headline appearance according to Green. Thus, Bonner’s testimony remains unavailable.
Below are additional selected citations in chronological order.
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