STICKS NIX HICK PIX was a headline printed in Variety, a newspaper covering Hollywood and the entertainment industry, on July 17, 1935, over an article about the reaction of rural audiences to movies about rural life. It is one of the most famous headlines ever to appear in an American publication.
Using a form of headlinese that the newspaper called slanguage, "Sticks Nix Hick Pix" means that people in rural areas ("the sticks") reject ("nix") motion pictures ("pix") about rural life ("hicks"). The conventional wisdom of the movie industry was that themes of upper-class life would not be popular in the countryside; according to the article, this assumption was incorrect.
According to Robert Landry of the Variety staff, the headline was written by Lyn Bonner; however, Sime's Site (a site for people associated with Variety, named after the paper's founder) credits it to Abel Green.[1]
Because it was the lead headline of the paper, it was printed in all capital letters. Standard style for other Variety headlines was initial capital letters on virtually all words.
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The headline is one of a handful that have entered the lore of journalism, as described in this essay[2] by longtime Associated Press reporter Hugh Mulligan:
| “ | Down the years, some of journalism’s most famous headlines have brilliantly suggested what happened and have coaxed the reader to find out more:
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Mulligan got three of the four headlines wrong, including the "Stix" headline: The 1975 New York Daily News headline was actually "Ford to City: Drop Dead". The April 15, 1983 New York Post headline was: "Headless Body in Topless Bar".
He is one of many who have misquoted the "Stix" headline over the years. It is often[3] misquoted with all four words ending in X. That misspelling appeared in the 1942 film Yankee Doodle Dandy, in which George M. Cohan (played by James Cagney) explains the headline's meaning to several young people, who use it as the basis of an impromptu swing song.