George Gallup in Hollywood

Author Susan Ohmer

Publisher Columbia University Press

Format

eBook

2nd Edition 1st Edition

Quantity

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Author

Susan Ohmer

Publisher

Columbia University Press

Volume

Copyright

2005

ISBN13

9780231511285

Release

Format

eBook

Grade Level

College Freshman - College Senior

DDC
TBD

Overview

Explores the use of George Gallup's opinion polling techniques by the film industry in the 1930's and '40's. Traces Gallup's intellectual and methodological developments, examining his comprehensive approach to market research from his early education in the advertising industry to his later work in Hollywood.
Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Other Frontmatter.
Contents.
List of Illustrations.
Acknowledgments.
George Gallup in Hollywood.
What Do Audiences Want?.
1: The Audience and the System.
Guesswork Eliminated.
2: Prairie Grass Roots.
3: A Place of Fantasy and Spectacle.
4: Applied Psychology.
5: The Killian Scale.
6: Guesswork Eliminated.
The Laws That Determine Interest.
7: Let's Use Facts.
8: Something New and Important.
9: Proven Facts and Honest Comparisons.
10: Not by Reason Alone.
11: Traffic Patterns and Cost Per Thousand.
12: The Laws That Determine Interest.
America Speaks.
13: The Miniature Electorate.
14: A Smooth-Running Machine.
15: "Is Our Face Red!".
16: What We Think.
17: The Pulse of Democracy.
18: America Speaks?.
19: A Smooth and Even Uniformity.
Piggybacking on the Past.
20: Sort of a Challenge.
21: A Stream of Facts.
22: "Do You Go to the Movies?".
23: Black and White and Color.
Singles and Doubles.
24: Choosey Audiences and Inadequate Output.
25: Some Kind of Black Magic.
26: Of Sufficient Public Interest.
27: Singles and Doubles.
28: The Lost 32 Million.
29: Mass Versus Class.
30: Speaking for the Audience.
31: "Until the Cows Leave Home".
Boy Meets Facts at RKO.
32: Tangled Networks.
33: To Scientifically Assist and Guide.
34: The "Nether Segments".
35: The Importance of Men and Teenagers.
36: "Them Rough and Ready Fellers".
37: Unadulterated Escapism.
38: Another Argument for Typecasting.
39: A Theory of Self-Identification.
40: "How Accurate Are Our Results?".
41: An Open Fight for Control.
42: Reporting the Facts.
David O. Selznick Presents: Audience Research and the Independent Producer.
43: "A Really Intelligent Survey".
44: One of the Greatest Audiences.
45: "A Gross So Staggering".
46: The Dollar Plan and the Roadshow Plan.
47: �
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George Gallup in Hollywood

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Overview

Table of Contents