عنوان

George Gallup in Hollywood /

(Number (ISBN

0231511280

(Number (ISBN

9780231511285

Erroneous ISBN

0231121326

Erroneous ISBN

0231121334

Erroneous ISBN

9780231121323

Erroneous ISBN

9780231121330

Number

b751295

Title Proper

George Gallup in Hollywood /

General Material Designation

[Book]

First Statement of Responsibility

Susan Ohmer.

Place of Publication, Distribution, etc.

New York :

Name of Publisher, Distributor, etc.

Columbia University Press,

Date of Publication, Distribution, etc.

[2006]

Specific Material Designation and Extent of Item

1 online resource (xiii, 284 pages) :

Other Physical Details

illustrations.

Series Title

Film and culture

Text of Note

Includes bibliographical references (pages 233-276) and index.

Text of Note

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 at the Walt Disney Studio -- 10. Like, Dislike, Like Very Much.

0

Text of Note

George Gallup in Hollywood is a fascinating look at the film industry's use of opinion polling in the 1930s and '40s. George Gallup's 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 Gallup's research. Soon he was gauging reactions to stars and scripts for RKO Pictures, David O. Selznick, and Walt Disney and taking the public's 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 Gallup's 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.

Text of Note

Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.

Source for Acquisition/Subscription Address

JSTOR

Source for Acquisition/Subscription Address

OverDrive, Inc.

Stock Number

22573/cttgs8jz

Stock Number

38469F08-FAAF-4F41-878C-5B8B951554E3

Title

George Gallup in Hollywood.

International Standard Book Number

9780231511285

Gallup, George,1901-1984.

Gallup, George,1901-1984.

Motion picture audiences-- Research-- United States-- History-- 20th century.

Motion picture audiences-- Research.

PERFORMING ARTS-- Film & Video-- General.

PERFORMING ARTS-- Film & Video-- Reference.

United States.

7

HIS036000

PER-- 004040

PER004000

Number

Edition

Class number

Book number

Ohmer, Susan

Date of Transaction

20201204105949.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y