George Gallup in Hollywood, 1st Edition

  • Susan Ohmer
  • Published By:
  • ISBN-10: 0231511280
  • ISBN-13: 9780231511285
  • DDC: 791.4307
  • Grade Level Range: College Freshman - College Senior
  • 304 Pages | eBook
  • Original Copyright 2005 | Published/Released July 2007
  • This publication's content originally published in print form: 2005

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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.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Other Frontmatter.
List of Illustrations.
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: "While the Getting was Good".
48: "Like Something Out of Ripley".
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: "I Want to Know".
Like, Dislike, Like Very Much.
56: Total Film Management.
57: A Totalizing View?.
58: Reporting the Facts.
Abbreviations Used and Collections Consulted.
Film and Culture.