A Toast By Seagram's

When Paramount Pictures Inc. decided to film The Lost Weekend, the horrendous novel about a dipsomaniac, it also uncorked a stream of scuttlebutt. Tongues wagged that the liquor industry was trying to stop Paramount, had tried to buy it off with $2,000,000, etc. Last week, as the movie won the plaudits of critics & public, Seagram-Distillers Corp. added its own.

In six-column ads in newspapers, Seagram congratulated Cinemactor Ray Milland for his "magnificent performance" as a depraved alcoholic, urged everyone to see the film. The preaching, said Seagram's, was exactly what it has also urged should be practiced. Said the second biggest whiskey company in the U.S.: "Some men should not drink."

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