On both
Take It or Leave It and
The $64 Question, contestants were asked questions devised by the series' writer-researcher Edith Oliver. She attempted to make each question slightly more difficult than the preceding one. After answering a question correctly, the contestant had the choice to "take" the prize for that question or "leave it" in favor of a chance at the next question. The first question was worth one dollar, and the value doubled for each successive question, up to the seventh and final question worth
$64. During the 1940s, "That's the $64 question" became a common
catchphrase for a particularly difficult question or problem. In addition to the common phrase "Take it or leave it", the show also popularized another phrase, widely spoken in the 1940s as a taunt but now mostly forgotten (except in
Warner Bros. cartoons). Chanted in unison by the entire audience when someone chose to risk their winnings by going for the $64 prize, it was vocalized with a rising inflection: "You'll be sorrr-REEEE!"¹