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Explores the use of George Gallup&apos;s opinion polling techniques by the film industry in the 1930&apos;s and &apos;40&apos;s.  Traces Gallup&apos;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.

George Gallup in Hollywood

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GEORGE GALLUP IN HOLLYWOOD

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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&#x0027;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: &#x0022;Is Our Face Red!&#x0022;.
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: &#x0022;Do You Go to the Movies?&#x0022;.
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: &#x0022;Until the Cows Leave Home&#x0022;.
Boy Meets Facts at RKO.
32: Tangled Networks.
33: To Scientifically Assist and Guide.
34: The &#x0022;Nether Segments&#x0022;.
35: The Importance of Men and Teenagers.
36: &#x0022;Them Rough and Ready Fellers&#x0022;.
37: Unadulterated Escapism.
38: Another Argument for Typecasting.
39: A Theory of Self-Identification.
40: &#x0022;How Accurate Are Our Results?&#x0022;.
41: An Open Fight for Control.
42: Reporting the Facts.
David O. Selznick Presents: Audience Research and the Independent Producer.
43: &#x0022;A Really Intelligent Survey&#x0022;.
44: One of the Greatest Audiences.
45: &#x0022;A Gross So Staggering&#x0022;.
46: The Dollar Plan and the Roadshow Plan.
47: &#x0022;While the Getting was Good&#x0022;.
48: &#x0022;Like Something Out of Ripley&#x0022;.
Gallup Meets Goofy: Audience Research at the Walt Disney Studio.
49: Shifting Power: Disney and RKO.
50: At the Disposal of Mr. Disney.
51: Looking Ahead.
52: The Entertainment Factory.
53: Calculating Pleasure.
54: The Critical and the Non-Critical.
55: &#x0022;I Want to Know&#x0022;.
Like, Dislike, Like Very Much.
56: Total Film Management.
57: A Totalizing View?.
58: Reporting the Facts.
Abbreviations Used and Collections Consulted.
Notes.
Index.
Film and Culture.

George Gallup in Hollywood.css-1p8rvzy{position:absolute;padding-left:8px;}

George Gallup in Hollywood