George Gallup in Hollywood by Susan Ohmer (English) Hardcover Book

Description: George Gallup in Hollywood by Susan Ohmer Takes a look at the film industrys use of opinion polling in the 1930s and 40s. George Gallups polling techniques first achieved fame when he accurately predicted that Franklin D Roosevelt would be reelected president in 1936. This work traces Gallups intellectual and methodological developments, examining his approach to market research. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description George Gallup in Hollywood is a fascinating look at the film industrys use of opinion polling in the 1930s and 40s. George Gallups polling techniques first achieved fame when he accurately predicted that Franklin D. Roosevelt would be reelected president in 1936. Gallup had devised an extremely effective sampling method that took households from all income brackets into account, and Hollywood studio executives quickly pounced on the value of Gallups research. Soon he was gauging reactions to stars and scripts for RKO Pictures, David O. Selznick, and Walt Disney and taking the publics temperature on Orson Welles and Desi Arnaz, couples such as Fred Astaire and Ginger Rogers, and films like Gone with the Wind, Dumbo, and Fantasia. Through interviews and extensive research, Susan Ohmer traces Gallups groundbreaking 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. The results of his opinion polls offer a fascinating glimpse at the class and gender differences of the time as well as popular sentiment toward social and political issues. Notes George Gallup in Hollywood is extraordinarily well-written and well-argued. Besides being a great read with wonderful new evidence and analysis, the book begins to fill a large hole in the historical literature on quantification. This is an important, enlightening, and new story. -- Susan Herbst, provost and professor of political science, The University at Albany/SUNY This study of George Gallups uneasy alliance with studio era Hollywood film producers is, quite simply, a brilliant work, full of new information and striking insights, carefully constructed and eminently readable. No thoughtful, careful, and thorough Hollywood historian can afford to ignore Ohmers work. -- Matthew H. Bernstein, author of Walter Wanger, Hollywood Independent Author Biography Susan Ohmer is the William T. and Helen Kuhn Carey Assistant Professor of Modern Communication in the Department of Film, Television, and Theater at the University of Notre Dame. She has published articles and essays in Film History, The Journal of Film and Video, and Global Currents: Media and Technology, among other publications. Table of Contents List of Illustrations Acknowledgments 1. What Do Audiences Want? 2. Guesswork Eliminated 3. The Laws That Determine Interest 4. America Speaks 5. Piggybacking on the Past 6. Singles and Doubles 7. Boy Meets Facts at RKO 8. David O. Selznick Presents: Audience Research and the Independent Producer 9. Gallup Meets Goofy: Audience Research and the Walt Disney Studio 10. Like, Dislike, Like Very Much Abbreviations Used and Collections Consulted Notes Index Review "A well-detailed account of this obscure chapter in cinema history... Recommended." -- Library Journal "A fascinating and exciting book." -- Frank Louis Rusciano, Public Opinion Quarterly "An extremely valuable portrait of the shifting field in which Hollywood operated in the 1940s and an excellent study of t he ambivalent relationship between... moviemaking and marketing." -- Sarah E. Igo, Business History Review Promotional George Gallup in Hollywood is extraordinarily well-written and well-argued. Besides being a great read with wonderful new evidence and analysis, the book begins to fill a large hole in the historical literature on quantification. This is an important, enlightening, and new story. -- Susan Herbst, provost and professor of political science, The University at Albany/SUNY This study of George Gallups uneasy alliance with studio era Hollywood film producers is, quite simply, a brilliant work, full of new information and striking insights, carefully constructed and eminently readable. No thoughtful, careful, and thorough Hollywood historian can afford to ignore Ohmers work. -- Matthew H. Bernstein, author of Walter Wanger, Hollywood Independent Review Quote "Ohmers book is a major achievement, and it will be a significant reference." -- Anne Morey, Film Quarterly Promotional "Headline" A fascinating look at the film industrys use of opinion polling in the 1930s and 40s. Details ISBN0231121326 Author Susan Ohmer Short Title GEORGE GALLUP IN HOLLYWOOD Publisher Columbia University Press Language English ISBN-10 0231121326 ISBN-13 9780231121323 Media Book Format Hardcover Year 2006 Imprint Columbia University Press Place of Publication New York Country of Publication United States Affiliation University of Notre Dame Translated from English DOI 10.1604/9780231121323 UK Release Date 2006-11-07 AU Release Date 2006-11-07 NZ Release Date 2006-11-07 US Release Date 2006-11-07 Pages 304 Series Film and Culture Series Publication Date 2006-11-07 DEWEY 791.43072 Illustrations 16 photographs Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:137746634;

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