Description: George Gallup in Hollywood, Hardcover by Ohmer, Susan, ISBN 0231121326, ISBN-13 9780231121323, Like New Used, Free shipping in the US 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.
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Book Title: George Gallup in Hollywood
Number of Pages: 304 Pages
Publication Name: George Gallup in Hollywood
Language: English
Publisher: Columbia University Press
Item Height: 0.8 in
Subject: Film / General, United States / General, Film / History & Criticism
Publication Year: 2006
Type: Textbook
Item Weight: 18.5 Oz
Item Length: 9.3 in
Subject Area: Performing Arts, History
Author: Susan Ohmer
Series: Film and Culture Ser.
Item Width: 6.3 in
Format: Hardcover
