In Now....or Then, the prices of products are either "now" being today, or "then" being a certain month and year in the past.

Gameplay[edit | edit source]

  • The contestant is shown six grocery items arranged on a circular board which is divided into six wedges (similar to the Trivial Pursuit Pie/Game Token) and a year and month some time (usually 8-10 years) in the past.
  • The contestant selects a grocery item and must determine whether the price given for it is either the current price ("now") or the price as of the specified past date ("then"). To win the game and a large prize, the contestant must correctly guess three items that are on Adjacent Wedges of the circle (IOW, three products that touch each other; or as Bob put it, three in a row, or as Drew put it, three next to each other). The contestant may continue selecting as many items as needed until the goal is either achieved or made impossible.
  • There is an unstated rule that there are always four "now" prices and two "then" prices. Also, there is usually one product that is clearly marked "NEW!" which means that the product is obviously a "now" price. Even one or more items that did not exist in the "Then" date in some playings (depending on the "Then" date) means that it's a "now" price.

History[edit | edit source]

  • Now....and Then premiered on September 17, 1980 (#3783D) and was won on the day it premiered in.
  • Now....and Then was created by Steve Ryan, who also co-created the 1980s game show Blockbusters (which was hosted by Bill Cullen on the pilot that aired on October 21, 1980, and as a series from October 27, 1980, to April 23, 1982, on NBC, and revived by the network from January 5 to May 1, 1987, with Bill Rafferty as host) with Mark Goodson, produced all of the rebus puzzles on Classic Concentration (which was hosted by Alex Trebek and aired as a test episode on April 25, 1987, and as a series from May 4, 1987, to September 20, 1991 on NBC) and wrote all of the puzzles on Password Plus (which aired on NBC on January 8, 1979, to March 26, 1982 and hosted by Allen Ludden until 1980 and later replaced by Tom Kennedy, based on Password created by Bob Stewart, Mark Goodson and Bill Todman) and Body Language (which was hosted by Tom Kennedy and created by Mark Goodson and aired as a pilot on October 9, 1983, and as a series from June 4, 1984, to January 3, 1986, on CBS). All three game shows mentioned were produced by Mark Goodson, with the second show mentioned co-produced by Bill Todman until his death on July 29, 1979.
  • Until November 19, 1986 (#6273D), the game was named "Now....and Then", and Bob always mentioned it was "so-called because we play this game every now and then." The name was changed on December 2, 1986 (#6292D) to more accurately reflect the decision the contestant had to make. On September 22, 2015 (#7212K), the game reverted back to "Now....and Then" and its "Then" was the date of when it premiered.
  • Until the late 2000s, the "then" prices were researched by Kathy Greco who used archived newspaper advertisements as her source; nowadays the "then" prices come from past episodes of The Price is Right.
  • Often, the "Then" date on the board leads to quite interesting banter between the host and the contestant. Notably on April 10, 2008 (#4284K) playing, contestant Keith C. Johnson, a kindergarten teacher, upon seeing the "Then" date of March 1997 remarked, "Back when I was 21." Drew remarked, "Back when I was 21 as well."
  • On May 23, 2016 (#034SP), it was redesigned for the Survivor primetime special, and its "Then" date was the date Survivor premiered. On June 21, 2016 (#7592K), the redesigned set got carried over to the daytime show.
  • On February 19, 2018 (#8221K, aired out of order on February 22), during Big Money Week, Now....or Then was played for $30,000, but unfortunately, it was lost.
  • On March 11, 2020 (#9063K), a contestant named Cara Cross won a $20,000 bonus for being the first person on stage to win their pricing game during PCH week. It was played in the fourth slot.
  • On May 19, 2020 (#9152K), the "Then" date, July 2010, was the most recent "Then" date.

Trivia[edit | edit source]

  • To make this work, about 4 grocery items will have the actual price introduced today with 2 grocery items that had an actual price from the past.
  • The most number of times this game was played in any season was 18.
  • Now....or Then was one of four "new" pricing games are seen on the sixth taping session of Season 36, which was seen on November 26, 2007 (#4101K), December 4, 2007 (#4112K), December 12, 2007 (#4123K), January 7, 2008 (#4131K, aired out of order on January 9), January 18, 2008 (#4145K), and January 23, 2008 (#4153K).

International versions[edit | edit source]

  • On the Italian OK, Il Prezzo è Giusto, it was played under the name "Inflazione" (literally meaning "inflation").

Gallery[edit | edit source]

To view the gallery, click here.

YouTube Videos[edit | edit source]

A Terrible Playing of Now... or Then (February 17, 2010, #5043K)
A Playing Under "Now... and Then" During Decades Week (September 22, 2015, #7212K)
Another Playing Under "Now... and Then" in the Carey Era (December 30, 2015, 7343K)
Daytime Debut of Now... or Then's Revamped Set (June 21, 2016, #7592K)
A Car Win in Now... or Then (October 13, 2017, #8045K)
Now... or Then for $30,000 (February 19, 2018, #8221K, aired out of order on February 22)
A Now... or Then Loss from Season 47 (April 9, 2019, #8702K, aired out of order on April 2)
A Now... or Then Comeback from Season 47 (June 7, 2019, #8785K)
A Now... or Then Win with Phone/Car/Rent Bills (September 27, 2019, #8825K)

1980s Pricing Games
Bargain Game | Trader Bob | Grand Game | Now....or Then | Hit Me | Super Ball!! | Check Game | Check-Out | Pick-A-Pair | Plinko | Master Key | Phone Home Game | Walk of Fame | Balance Game (1) | On the Nose | One Away | Bump | Add 'Em Up | Pathfinder | Credit Card | Spelling Bee | $uper $aver | Make Your Move | 2 for the Price of 1
Community content is available under CC-BY-SA unless otherwise noted.