Alfred Hitchcock Hour: "The Magic Shop" is an episode of the popular American television anthology series, Alfred Hitchcock Presents. It first aired on November 3, 1963, as the seventh episode of the second season of the show. Directed by Robert Stevens and written by James Bridges, the episode tells the story of an aspiring writer who is given a magical typewriter that can bring his stories to life. The episode begins with a struggling writer named Ernie Walters, who is frustrated with his lack of success. He visits a mysterious magic shop owned by a man named Mr. Borelli.
Mahe is St. Louis Magazine's dining editor. Like this story? Want to share other feedback? Send Mahe an email at [email protected]. Read more by George Mahe
In the past few decades, however, in this country especially, that tide has turned Excessive salt was deemed unhealthy, so it was relegated to the shaker with the fewest holes. Another says that since people are more sparing with pepper recipes and personal tastes generally call for more salt than pepper , it should go in the shaker with fewer holes.
Borelli. Intrigued by the strange objects in the shop, Ernie decides to purchase a typewriter that Borelli claims has magical powers. Excited by the possibilities, Ernie takes the typewriter home and starts typing a story about a beautiful woman who falls in love with him.
Ask George: Which condiment shaker should have the most holes, salt or pepper?
Which condiment shaker should have the most holes: salt or pepper? —Sally M., Mill Valley, CA For decades, this discussion has been the subject of many impassioned mealtime debates, along the lines of “Coke or Pepsi?”, “Should chili contain beans?,” or "Mozz or Provel on a pizza?" In this case, both camps can present a logical (rather than merely preferential) argument. Salt has been part of the proverbial dinner table for millennia. Salt was one of the world's main trading commodities. Wars were fought over it. Books have been written about it. Its ability as a flavor enhancer was universally recognized. Salt was even used as currency. Over the years, countries, culture, medical theories, and health all factored into the shaker debate. Fifty years ago, when high schoolers attended football camps for 10 days in mid-August, they were given salt tablets to replenish what was lost during the workouts, similar to those who worked outdoors in the extreme heat. This led to one theory on the shaker-holes argument: Salt was necessary to sustain human life; therefore, people tended to use more of it—hence, it went in the shaker with the most holes. In the past few decades, however, in this country especially, that tide has turned: Excessive salt was deemed unhealthy, so it was relegated to the shaker with the fewest holes. One argument says, “There are more holes for pepper, because pepper is a longer word than salt.” Another says that since people are more sparing with pepper (recipes and personal tastes generally call for more salt than pepper), it should go in the shaker with fewer holes. Because over-salting food can be problematic, fewer holes can be helpful. Or because salt pours more quickly than pepper, fewer holes makes sense. Others say it's not the number of holes that makes a difference but the size that matters. Since salt crystals are larger (and tend to clump in humid conditions), their holes should be bigger. (After having shaken the dickens out of many a pepper shaker to yield only a dusting of product, however, I contend that it makes sense to put pepper in the shaker with the largest holes, so it flows at an acceptable rate.) Many avoid the argument entirely by using glass or clear plastic shakers with an equal number of holes. When people realized the flavor of ground pepper dissipates considerably over time, pepper mills came into vogue, first as an add-on by servers in fancy restaurants. Pepper mills are now standard issue on many restaurant tables, but the fate of salt is still being decided.
Petra Richli/Getty Images/iStockphotoTo his surprise, the woman from his story appears in his apartment. Overwhelmed by the power of his typewriter, Ernie continues to write more stories, each one bringing new characters to life. However, Ernie soon realizes that his creations are not as perfect as he had envisioned. The characters become flawed and unpredictable, causing chaos in Ernie's life. He attempts to destroy the typewriter but is unable to, as it seems to have a will of its own. As the episode progresses, Ernie becomes increasingly terrified and desperate to rid himself of the typewriter. He seeks help from Mr. Borelli, who reveals that the typewriter's magic can only be broken if Ernie writes a story in which he sacrifices himself. Reluctantly, Ernie writes this story, and to his relief, the typewriter and the characters disappear. In the end, Ernie is left alone, realizing the danger of his desire for power and control. He decides to give up his dreams of becoming a famous writer and focuses instead on leading a simple and content life. "The Magic Shop" is a thought-provoking episode that explores themes of power, creativity, and the consequences of playing with forces beyond one's control. It showcases Alfred Hitchcock's mastery of suspense and psychological storytelling, leaving viewers with a chilling reminder of the dangers that can come with the pursuit of one's desires..
Reviews for "Exploring the Influence of Alfred Hitchcock in The Magic Shop"
1. John - 2/5 - I was really disappointed with "Alfred Hitchcock Hour: The Magic Shop". The plot seemed promising, but it quickly fell flat. The acting was mediocre, and the special effects were laughable. I found myself losing interest halfway through and struggling to finish the episode. Overall, it failed to live up to the quality I expect from Alfred Hitchcock productions.
2. Sarah - 1/5 - "The Magic Shop" episode of "Alfred Hitchcock Hour" was a complete waste of time. The story was poorly developed and lacked any suspense or intrigue. The acting was wooden, making it difficult to connect with the characters. Additionally, the twists in the plot were predictable, leaving no room for genuine surprise or suspense. I was highly disappointed with this episode and would not recommend it to anyone looking for a quality mystery or thriller.
3. Mark - 2/5 - "Alfred Hitchcock Hour: The Magic Shop" left much to be desired. The storyline had potential, but it was poorly executed. The pacing was off, and the dialogue felt forced and unnatural. The acting was subpar and failed to bring the characters to life. There were a few interesting moments, but overall, it was a forgettable episode that did not capture the essence of Alfred Hitchcock's work.
4. Emily - 2/5 - I love Alfred Hitchcock's movies, but "The Magic Shop" episode of Alfred Hitchcock Hour was a disappointment. The concept had promise, but the execution was lacking. The plot felt disjointed and lacked cohesiveness, making it difficult to follow and invest in the story. The acting was also underwhelming, failing to convey the necessary emotions. Overall, it fell short of the suspenseful and captivating experiences I usually associate with Alfred Hitchcock's work.