Source > “Sticks Nix Hick Pix”
In the annals of American journalism, few headlines have achieved the legendary status of this four-word masterpiece. It appeared on the front page of Variety in the summer of 1935. Immediately, it captured the imagination of the entertainment industry. This compressed phrase is not merely a title. Instead, it stands as a cultural artifact and a masterclass in copy editing. However, behind its rhythmic simplicity lies a complex history of authorship disputes, historical context, and persistent misquotations.
Deciphering the Code of “Varietyese”
To fully appreciate this headline, one must understand the unique language of the publication. Variety editors cultivated a distinctive slang known as “Varietyese.” They aimed to save space and speak directly to industry insiders. Consequently, the headline requires translation for the modern reader.
Let’s break down the four specific components. First, “Sticks” refers to rural areas or the countryside. It designates the small towns far removed from metropolitan centers. Second, “Nix” is a slang term meaning to reject, refuse, or say no to something. It conveys a negative action. Third, “Hick” describes the nature of the content. Specifically, it refers to unsophisticated, rural-themed dramas or stories about farm life. Finally, “Pix” serves as the industry shorthand for motion pictures.
When we combine these terms, the message becomes clear. Rural audiences were rejecting rural movies. This revelation was significant. It communicated a counterintuitive market trend with absolute brevity. The editors conveyed a complex sociological shift using only four monosyllabic words.
The Historical Context of 1935
The date of publication is crucial to understanding the story. Source The headline ran on July 17, 1935. . At this time, the United States remained deep in the grip of the Great Depression. Economic hardship affected every corner of the nation.
Hollywood studios operated under a specific assumption. They believed that farmers and small-town residents wanted to see their own lives reflected on screen. Therefore, producers churned out dramas set in rural communities. They expected these films to resonate with the “sticks.”
However, the data proved them wrong. The Variety report highlighted a sharp change in consumer behavior. Rural moviegoers did not want to see mud, poverty, and farm struggles. They lived that reality every day. Instead, they craved escapism. They wanted to see high society, evening gowns, and urban sophistication. Thus, the headline signaled a major pivot in production strategies for the film industry.
The Art of Compression
This headline represents the pinnacle of “tabloid” style writing. The editor stripped away all non-essential elements. A standard newspaper might have written: “Rural Audiences Are No Longer Interested in Farming Dramas.” This sentence contains nine words and lacks punch.
In contrast, Variety used four words. This economy of language created a rhythm. It sounds almost musical when read aloud. Furthermore, it respects the reader’s intelligence. It assumes the audience knows the code and can fill in the blanks. This approach solidified Variety‘s reputation as the insider’s bible.
The Mystery of Authorship
For decades, media historians have debated who actually wrote the famous phrase. The credit generally falls to two men within the Variety organization. Abel Green served as the editor, while Lin Bonner worked as a staff writer.
Bonner had recently transferred to the New York office. He moved from Hollywood hoping the East Coast climate would improve his health. On that fateful day, Bonner received the assignment to write the caption.
Thirty years later, Abel Green offered his own account of the events. In 1965, Green claimed that Bonner struggled significantly with the task. According to Green, Bonner spent half the afternoon trying to fit the concept into the limited space. Green then alleged that he stepped in to assist. He claimed he provided the final polish that created the iconic wording.
A Tragic Timeline
Unfortunately, we cannot verify Bonner’s side of the story. The writer died of cancer just three weeks after the headline appeared. His voice remains silent in the historical record. Consequently, Green’s version of the story became the dominant narrative.
Nevertheless, the timing adds a layer of poignancy to the legend. A dying man likely drafted one of the most famous phrases in history just days before his passing. This tragic context contrasts sharply with the snappy, humorous tone of the headline itself.
The Mandela Effect: Variations and Errors
Fame often leads to distortion. Over the ensuing decades, the public began to misremember the exact spelling of the headline. The human brain seeks patterns. Therefore, people often recall the phrase with perfect visual symmetry.
The most common error replaces the original spelling with “Stix Nix Hix Pix.” This version ends every word with the letter “X.” While visually striking, it is historically inaccurate. The original 1935 banner used standard spellings for “Sticks” and “Hick.”
The Role of Pop Culture
Hollywood itself played a major role in spreading this misinformation. The 1942 biographical film Yankee Doodle Dandy features a scene with the headline. In the movie, the actor James Cagney looks at a recreated issue of Variety. However, the prop department altered the text. They changed the wording and added an exclamation point for dramatic effect.
Millions of viewers saw this movie. As a result, the incorrect version entered the collective consciousness. People believed the movie prop was an authentic reproduction. This demonstrates how mass media can overwrite historical fact.
Other Notable Misquotations
Other publications also failed to check the archives. In 1936, a language journal incorrectly cited the first word as “Stix.” Later, in 1949, a New Jersey newspaper altered the final two words entirely. Even Variety columnists occasionally slipped up. In 1937, a writer for the paper used the all-X version in a humorous column.
These errors highlight the power of the phrase’s sound over its visual reality. The rhyme scheme is what sticks in the mind. The spelling becomes secondary. Thus, the idea of the headline became more famous than the ink on the page.
The Enduring Legacy
Why does this headline matter nearly a century later? primarily, it serves as the ultimate example of headline writing. It achieves maximum impact with minimum resources. Journalism professors still use it to teach the value of brevity.
Moreover, it captures a specific moment in American culture. It documents the tension between urban and rural identities during the Depression. It reveals how entertainment consumption reflects our psychological needs.
In conclusion, “Sticks Nix Hick Pix” is more than a clever pun. It is a historical document. It reminds writers that every word must earn its place. Despite the conflicting claims of authorship and the rampant misspellings, the original phrase retains its power. It proves that if you pick the right four words, people will quote you for a hundred years.