Hollywood 1938

Hollywood 1938

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In Hollywood 1938, Catherine Jurca brings to light a tumultuous year of crisis that has been neglected in histories of the studio era. With attendance in decline, negative publicity about stars that were a€œpoison at the box office, a€ and a spate of bad films, industry executives decided that the public was fed up with the movies. Jurca describes their desperate attempt to win back audiences by launching Motion Picturesa€™ Greatest Year, a massive, and unsuccessful, public relations campaign conducted in theaters and newspapers across North America. Drawing on the records of studio personnel, independent exhibitors, moviegoers, and the motion pictures themselves, she analyzes what was wronga€”and righta€”with Hollywood at the end of a heralded decade, and how the industrya€™s troubles changed the making and marketing of films in 1938 and beyond.Booklets contained one multiple-choice question, based on picayune details, about each of the ninety-four a€œquiz pictures, a€ which were scheduled for ... Entrants had to answer questions about thirty films and name the theater where they saw each picture. ... It was expected that die-hard movie fans would participate as a matter of course; the fervent hope was that the contest would attract people whoanbsp;...

Title:Hollywood 1938
Author:Catherine Jurca
Publisher:Univ of California Press - 2012-02-27


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