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12 Cheesy Facts About Pizza Hut's BOOK IT! Program

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If you went to school in the U.S. in the past three decades, you were probably exposed to BOOK IT!, the reading reward program by Pizza Hut that has kids devouring books by the dozen in order to earn free pizza and other rewards. According to Pizza Hut, more than 14 million students across 620,000 classrooms (or roughly 1 in 5 Americans over the past three decades) have participated in BOOK IT! Here's what you need to know about the delicious—and educational—program.

1. THE PROGRAM WAS INSPIRED BY THE SON OF PIZZA HUT'S THEN-PRESIDENT.

Inside a Pizza Hut restaurant, a woman pins a blue Book It button on a boy's shirt. Based on the hairstyles and clothing, the photo dates from the mid 1980s.
Pizza Hut

Pizza Hut's BOOK IT! program was created in Pizza Hut's Wichita, Kansas, offices in 1984. According to a video created by Pizza Hut, the program was created after President Ronald Reagan put out a call to America's businesses, encouraging them to get involved in education. Arthur Gunther, then-president of Pizza Hut, thought of his son, Michael, who had had trouble with reading due to eye problems when he was growing up. Gunther—who later told the Los Angeles Times that he was "truly motivated by my son and my love for him"—met with educators in the Kansas area with the goal of coming up with a program that would encourage kids to read and help them develop reading skills; what was developed became Pizza Hut's BOOK IT! program.

The idea behind BOOK IT! was simple: Reward students with certificates, stickers, buttons, and a single-topping Personal Pan Pizza for reading books. It was tested in Kansas schools before it—and its signature blue button—was rolled out nationwide in 1985.

Just over a month later, more than 7 million grade school students had participated across 233,080 classrooms. Gunther reported that three-quarters of students in the program exceeded their regular reading level. It also cost the chain an estimated $50 million in free pizza, plus $2.7 million in printed materials.

2. ITS CREATORS GOT A LETTER FROM PRESIDENT RONALD REAGAN.

On June 2, 1987, Reagan sent a message to BOOK IT! organizers, reading, in part:

"During this 'Year of the Reader,' we can all reflect that reading is essential to the vitality of the mind and to the success and accomplishment of almost every endeavor. As the Book-It Program prepares for yet another tremendous year of bringing the gift of reading to youngsters, I want to commend all those associated with the program for the outstanding work you do. Your efforts give help and inspiration to many and strengthen our Nation. I salute you."

3. BOOK IT! POPPED UP ON TV.

In a 1988 episode of Small Wonder, Vicki's class participated in BOOK IT! In the episode, two students have to finish their reading assignments. This being late-'80s primetime TV, one of the students creates a hip-hop book report comparing Robin Hood to Mr. T. They earned that pizza.

4. BILL CLINTON DECLARED AN OFFICIAL "BOOK IT! DAY" IN ARKANSAS.

October 3, 1988 was a very special day. Arkansas Governor Bill Clinton issued an official proclamation declaring it "BOOK IT! Day," stating that the program was "an effective tool in motivating elementary students to read." He further noted that across Arkansas that year, 5711 classrooms with 142,775 students participated in the program.

5. PIZZA HUT COFOUNDED NATIONAL YOUNG READERS WEEK ...

Pizza Hut extended BOOK IT! in 1989 with a week-long reading event that brought "celebrity" role models into schools to demonstrate the importance of reading to kids. ("Celebrities" are often local figures like school principals, though can include pop stars—see item 11 below!) Dubbed National Young Readers Week, the event was created alongside the Library of Congress Center for the Book. Pizza Hut proceeded to issue a challenge to school principals "to become shining examples for literacy by choosing one day to read their heart out all day long, from first bell to the last during National Young Readers Week." The event runs during the second week of November each year.

6. ... AND THE "BATMAN PRINCIPAL" WON THE CHALLENGE IN 2016.

Principal John Rizzo of Jonestown Elementary in Jonestown, Pennsylvania, won the National Young Readers Week principal challenge in 2016. He dressed up as Batman and visited classrooms in his school, promoting reading. Rizzo then went on the roof of the school to read to students. "We try to develop lifelong learners, especially lifelong learners of books and reading," the Bat-Principal told ABC27 News.

7. BOOK IT! IS FOR HOMESCHOOLERS, TOO.

While many students are exposed to BOOK IT! in public schools, it's available to homeschoolers too. The program runs from October 1 through March 31 each year, and students ages 5 to 12 (grades K to 6) are eligible to participate. BOOK IT! prohibits clubs and other such non-school groups from participating, suggesting that this could dilute the value of the rewards. The program is also available to virtual and online schools, with the proper paperwork.

In its first few decades, BOOK IT! kids recorded their reading with paper logbooks—and that's still an option. But there's an app for that, too. The app syncs student progress with a teacher dashboard, allowing teachers to keep track of ongoing participation.

8. CLASS PIZZA PARTIES ARE STRICTLY PROHIBITED.

The BOOK IT! FAQ explicitly prohibits "group redemptions and parties," including class pizza parties. The guidelines say:

"An important part of the BOOK IT! Program is individual recognition of your students for meeting their reading goals and our team members are trained to provide individual recognition."

9. LOTS OF PEOPLE SELL THEIR OLD BOOK IT! BUTTONS ON EBAY.

A vintage BOOK-IT pin from 1985.
The 1985 BOOK-IT! pin.

Vintage BOOK IT! promo items appear to be slightly collectible, especially the logo button which debuted in 1985. eBay has dozens of pins dating from the '80s and '90s—you can even see how the logo design changed over the years.

10. THE OFFICIAL BOOK IT! STORE SELLS SOME WEIRD STUFF.

For a brand based on reading and pizza, the official BOOK IT! store takes the merchandise to a slightly odd place. With USB car chargers, magnetic fridge clips, and squeezable dart rockets, you'd be forgiven for thinking BOOK IT! was aimed at grownups.

On the other hand, they also carry the "retro" t-shirt design and reader awards, which are great for kids.

11. BOOK IT! WAS EXAMINED IN A RESEARCH STUDY

In 1999, a paper studying BOOK IT! was published. Entitled "Effects of extrinsic reinforcement for reading during childhood on reported reading habits of college students" (Psychological Record, 1999, by Flora, S. R., & Flora, D. B. [PDF]), the paper examined how pizza functioned as an extrinsic reward for reading. In other words, although reading carries intrinsic rewards like enjoying the story, the addition of extrinsic motivators like pizza or money (not part of the BOOK IT! program) can affect students' reading behavior. The study sought to determine whether those extrinsic rewards negatively affected later reading behavior—the concern being that perhaps without pizza or cash, students might stop reading.

From the paper's abstract (emphasis added):

Neither being reinforced with money or pizzas increased or decreased the amount college students read nor influenced their intrinsic motivation for reading. Answers to direct questions about BOOK IT! and parental pay for reading suggest that when a child is extrinsically reinforced for reading the child will increase the amount read, enjoyment of reading may increase, and if they do not yet know how to read fluently, the programs may help the child to learn to read. These results provide no support for the myth that extrinsic rewards for reading undermine intrinsic interest in reading. Rather, extrinsic rewards for reading set the conditions where intrinsic motivation for reading may develop.

12. JUSTIN BIEBER READ THE CAT IN THE HAT FOR BOOK IT!

In 2011, BOOK IT!'s "America's Biggest Bedtime Story" program presented Justin Bieber reading The Cat in the Hat by Dr. Seuss. The program exists to encourage parents to read bedtime stories to their kids. Bieber read the story to benefit the Pencils of Promise charity. The next year, BOOK IT! recruited Tim Tebow to read Green Eggs and Ham. (Back in 2007, John Lithgow kicked off the trend, reading his own kids' book, The Remarkable Farkle McBride.)

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15 Festive Facts About Jingle All the Way
20th Century Fox Home Entertainment
20th Century Fox Home Entertainment

In all of Arnold Schwarzenegger's film oeuvre, Jingle All the Way might just be the one that most exhibits the ugliness of humanity. Set on a fevered Christmas Eve brimming with desperate last-minute shoppers, Schwarzenegger's Howard Langston and Sinbad's postal worker character Myron Larabee find themselves battling one another to make themselves look good to their sons by getting their hands on the elusive Turbo Man action figure. The comedic genius Phil Hartman; Rita Wilson; future young Anakin Skywalker, Jake Lloyd; Laraine Newman; Harvey Korman; Martin Mull; Curtis Armstrong; and Chris Parnell were the other willing participants in this cult comedy, directed by Brian Levant. Here are some things you might not have known about the contemporary holiday classic.

1. ARNOLD SCHWARZENEGGER WAS ABLE TO PLAY THE LEAD BECAUSE OF A DELAY ON A PLANET OF THE APES REMAKE.

Arnold Schwarzenegger signed up to star in the Apes remake in March of 1994, but 20th Century Fox rejected multiple scripts for the movie, including one co-written by Chris Columbus (Gremlins, The Goonies). Columbus left the project in late 1995, and Schwarzenegger followed him soon after, freeing him to sign up for Jingle All the Way, produced by Columbus, in February 1996. Fox's Planet of the Apes reboot found its way into theaters in 2001, starring Mark Wahlberg and directed by Tim Burton.

2. SINBAD THOUGHT HE SCREWED UP THE AUDITION.

Sinbad in 'Jingle All the Way' (1996)
20th Century Fox Home Entertainment

Filming was delayed so that Sinbad could follow through on his commitment to travel to Bosnia with Hillary Clinton. Even though Columbus agreed to wait for him, the comedian still thought he "messed up" his audition and told his manager-brother he was going to quit show business.

3. OFFICER HUMMELL WAS INITIALLY WRITTEN AS A WOMAN.

Though the role of Officer Hummell was written for a woman, the part went to Robert Conrad. Conrad's explanation was that the producers "wanted someone who could pull up next to Arnold and tell him to pull over and he pulls over."

4. IT WAS CHRIS PARNELL'S FIRST MOVIE.

The future SNL star played the toy store clerk. "Well, it was my first movie role, and I didn't know how they typically shot scenes," Parnell admitted in a Reddit AMA. "So I had to laugh a lot, and I sort of spent all of my laughing energy in the wider takes, so by the time we got to the close-up shots, it was a real struggle to keep that going."

5. MARTIN MULL STAYED ON SET FOR OVER TWO WEEKS LONGER THAN HE WAS SUPPOSED TO.

Mull (KQRS D.J. a.k.a. Mr. Ponytail Man) was told it would just be a one- to two-day shoot for him. Unfortunately, his part had to be shot on a rainy day, and it didn't rain in Minneapolis for two and a half weeks.

6. PHIL HARTMAN MADE UP A BACKSTORY FOR HIS CHARACTER.


20th Century Fox Home Entertainment

Hartman (Ted Maltin) was probably joking for the film's official production notes, but you never know. "Ted is a guy who sued his employer for headaches caused by toner fumes and now hangs around the neighborhood and helps all the housewives," Hartman said. He also offered a take on how he was kind of being pigeonholed in Hollywood when he added, "Ted's another weasel to add my list of weasels."

7. HARTMAN ENTERTAINED HIS BORED YOUNG CO-STARS.

To keep young E.J. De la Pena (Johnny Maltin) and Jake Lloyd (Jamie Langston) from getting bored shooting a car scene all day, Hartman improvised songs designed to bring kids to hysterics. One tune contained the lyrics “You make my butt shine, the more you kiss it, the more it shines! The clock is ticking, so keep on licking, oh how you make my buttocks shine!”

"When you’re an 8 year old hearing that kind of potty humor, it was hilarious!" De la Pena remembered. "And we had a lot of fun."

8. JAMES BELUSHI HAD EXPERIENCE PLAYING SANTA BEFORE.

Belushi sort of trained to portray the Mall of America Santa in the movie by playing Kris Kringle for four years in "about 20" different homes, according to his estimation.

9. SHOOTING BEGAN IN MID-APRIL.

The Minneapolis/St.Paul areas were chosen because the producers figured they had the longest winter. But they also filmed in Los Angeles' Universal Studios for the big parade over a three week span, where it was typical hot California weather on the verge of summer. Sinbad remembered it was 100 degrees on the days when he wore the Dementor costume, and the water in his helmet had started to boil.

10. THE REAL TURBO MAN DIDN'T SWEAT.

Daniel Riordan's Turbo Man suit ensured he wouldn't have trouble with the scorching heat. He was wearing a vest underneath used by race car drivers. "They're very thin membrane vests that are filled with small, plastic tubing that's tightly coiled, back and forth, and they run cold water through it," Riordan explained. "So when they run it, it's like this cold water right up against your body and it was amazing. The sensation was fantastic."

11. TURBO MAN FIGURES WERE SOLD AT WAL-MART.

200,000 were originally produced and sold at 2,300 Wal-Mart shops for $25. They would have made more but, as Fox’s president of licensing and merchandising explained to Entertainment Weekly, there were only six and a half months to produce and promote Turbo Man toys, and it usually takes "well over a year."

12. THEY ALMOST SOLD DEMENTOR DOLLS TOO.

Sinbad recalled that the studio didn't sell Dementor action figures even though they tested high during research. "I had a prototype of the doll but they said 'give it back, we'll get you the real one when it comes out,'" Sinbad said." ...And dude, it NEVER came out!" Sinbad told Redditers his theory: "I think that they didn't want the competition between Turbo Man and my doll."

13. SOME PARENTS HAD ALCOHOL-RELATED COMPLAINTS AFTER TEST SCREENINGS.


20th Century Fox Home Entertainment

Schwarzenegger and Sinbad talking at a bar over some alcohol, and the fact that reindeer also imbibed in beer, were among some of the problems mothers and other early viewers took issue with.

14. THE FILMMAKERS WERE SUED FOR PLAGIARISM, AND LOST.

Randy Kornfield penned the official script, but high school teacher Brian Alan Webster alleged his Could This Be Christmas? script was very similar. The publishing firm that had the rights to Webster's script won a $19 million lawsuit from 20th Century Fox, but the ruling was overturned in 2004. Webster's screenplay was about “the quest of a Caucasian mother attempting to obtain a hard-to-get action figure toy as a Christmas gift for her son. In the course of this pursuit, she competes with an African-American woman, similarly seeking to give the action figure doll as a Christmas gift.”

15. THERE WAS A SEQUEL STARRING LARRY THE CABLE GUY.

None of the original cast members nor characters returned in the straight-to-DVD Jingle All the Way 2 (2014). It was produced by 20th Century Fox and WWE Studios and featured wrestler Santino Marella. Sinbad expressed incredulity when a Redditer inquired if he was asked to return for it. "What they are doing a new version without me! Ain't gonna work!"

Additional Sources:

Schaefer, Stephen: "Sinbad leaps at the chance to go postal in Jingle All the Way," December 6, 1996; Des Moines Register

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10 Rich Facts About Wall Street
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Twentieth Century Fox

It’s often said that the love of money is the root of all evil. Wall Street could have easily turned this sentiment into a tagline. A gripping financial thriller, the Oliver Stone classic is a cautionary tale whose message is every bit as relevant today as it was when it was released 30 years ago today.

1. OLIVER STONE WOULD DELIBERATELY TICK OFF MICHAEL DOUGLAS BETWEEN TAKES.

“As a director, he really tests you,” Douglas said of Stone. Around two weeks after shooting had started, Stone showed up at the actor’s trailer and asked “Are you on drugs? Because you look like you’ve never acted before in your life.” Mortified, Douglas took a look at some footage they’d already shot. Yet, after diligently reviewing it, he could find nothing wrong with his performance. “I came back to Oliver and said … ‘I think it’s okay,” Douglas remembers. “Yeah, it is, isn’t it?” Stone replied.

Eventually, Douglas wised up to his boss’s overly critical act. “Basically, what he wanted was to ratchet up that much more nastiness in Gordon Gekko,” Douglas explained. “And he was willing … for me to hate him for the rest of that movie just to bring it up a little more.” 

2. WALL STREET WON BOTH AN OSCAR AND A RAZZIE.


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Douglas’s cold portrayal of the unscrupulous Gekko netted him an Academy Award for Best Actor in 1988. On the other hand, critics were thoroughly unimpressed by leading lady Daryl Hannah, who took home a Worst Supporting Actress Razzie.

3. GORDON GEKKO’S FAMOUS PHONE WEIGHED TWO POUNDS.

In one pivotal scene, Gekko rings Bud with a state-of-the-art mobile communication device. Specifically, it’s a Motorola DynaTac 8000X. Released in 1983, this brick-shaped cell phone was 13 inches long, weighed two pounds, and cost the equivalent of $8,806 in modern dollars. During the 2010 sequel Wall Street: Money Never Sleeps, the anachronistic gadget returned for a quick sight gag.

4. CHARLIE SHEEN CHOSE TO HAVE HIS REAL FATHER PORTRAY HIS FICTIONAL ONE.

“It was interesting having my dad play my dad,” Sheen said on the DVD's “making of” documentary. Wall Street’s most dramatic arc revolves around Bud and Carl Fox, who were played by Charlie and Martin Sheen, respectively. Stone had built a strong working relationship with the former on the set of 1986’s Platoon. So when the time came to cast Carl, he had the younger Sheen make the call, asking “Do you want Jack Lemmon or do you want your father?” “Oh, Jack Lemmon’s a genius,” the actor said, “but my dad’s my dad and he’s kind of a genius, too.”

5. SCREENWRITER STANLEY WEISER COULDN'T FIND INSPIRATION IN EITHER CRIME AND PUNISHMENT OR THE GREAT GATSBY.

Before the writer could get started, Stone gave him a little homework. Originally, the film was conceived as “Crime and Punishment on Wall Street.” When Weiser was brought aboard one fateful Friday, Stone told him to read Dostoyevsky’s novel over the weekend. “Not having taken an Evelyn Wood Speed Reading class, I went to UCLA and purchased the Cliffs Notes,” Weiser wrote in 2008.

But the literary exercise proved futile. “On Monday, I explained to Oliver that the paradigm for that masterwork would not mesh well with the story we wanted to tell.” In a flash, Stone hit him with another assignment. “Okay,” he ordered, “read The Great Gatsby tonight, and see if we can mine something out of it.” This time, Weiser simply rented the 1974 movie adaptation. Once again, though, inspiration eluded him.

Wall Street as we know it didn’t really start to take shape until after a change in tactic: When Gatsby led him nowhere, Weiser read everything about finance that he could track down and, along with Stone, “spent three weeks visiting brokerage houses, interviewing investors and getting a feel for the Weltanschauung of Wall Street.”

6. PARTS OF THE MOVIE WERE SHOT AT THE NEW YORK STOCK EXCHANGE DURING WORKING HOURS.


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Permission was secured with the help of Kenneth Lipper, a longtime Wall Street insider who also served as New York City's deputy mayor from 1982 to 1985. For the film, Stone brought him on board as the chief technical advisor.

7. TWO MONTHS BEFORE THE FILM’S RELEASE, THERE WAS A MAJOR WALL STREET CRASH IN REAL LIFE.

Historians now call it “Black Monday.” On October 19, 1987, the Dow Jones Industrial Average dropped by a staggering 22.6 percent. It was the largest single-day stock market decline of all time, with $500 billion suddenly going up in smoke. Wall Street would hit theaters on December 11, leading conspiracy theorists to wonder if Stone had seen the crisis coming and made his movie to exploit it. 

“I did not foresee the crash, as some people say, because if I had, I would have made a lot of money,” Stone quipped.

8. GEKKO WAS BASED ON THREE BIG-NAME FINANCIERS. 


Getty Images

“If you need a friend, get a dog,” Gekko advises his young protégé. This quote was adapted from a remark that corporate raider Carl Icahn once made (which he had cribbed from Harry Truman). In 1985, Icahn became a notorious figure by taking over TWA airlines under the pretense of making it more profitable only to sell off its assets for his own gain. Gekko, no doubt, would’ve approved.

Wall Street’s charismatic antagonist also took cues from Asher Edelman, a financier and major league art enthusiast. Another source of inspiration was arbiter Ivan Boesky, who confessed to illegal insider trading in 1986 and ended up in jail in 1988 (more about him later).

9. STONE’S FATHER WAS A STOCKBROKER.

A survivor of the Great Depression, Louis Stone had a huge influence on his cinematically-inclined son. “The main motivation to make Wall Street was my father,” the director admitted. “He always said there were no good business movies, because the businessman was always the villain.” In the end, Wall Street was dedicated to the elder Stone, who passed away two years before its release. 

10. GEKKO’S BIG LINE IS NUMBER 57 ON THE AMERICAN FILM INSTITUTE’S TOP 100 MOVIE QUOTES LIST.

“Greed, for lack of a better word, is good” finished just ahead of “Keep your friends close, but your enemies closer” from The Godfather: Part II. Gekko might as well have been quoting Boesky: At a 1985 commencement address given at UC Berkeley, the trader said “Greed is all right, by the way. I want you to know that. I think greed is healthy. You can be greedy and still feel good about yourself.”

Newsweek later reported on the speech—and made a telling observation. “The strangest thing, when we come to look back,” the magazine argued, “will not just be that Ivan Boesky could say that at a business school graduation, but that it was greeted with laughter and applause.”

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