TY  - GEN
T1  - George Gallup in Hollywood
T2  - Film and culture.
A1  - Ohmer, Susan
LA  - English
PP  - New York
PB  - Columbia University Press
YR  - 2006
UL  - https://ebooks.jgu.edu.in/Record/jstor_eba_ocn614496795
AB  - 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.
OP  - 284
CN  - PN1995.9.A8 O46 2006eb
SN  - 9780231511285
SN  - 0231511280
SN  - 0231121326
SN  - 0231121334
SN  - 9780231121323
SN  - 9780231121330
KW  - Gallup, George, : 1901-1984.
KW  - Gallup, George, : 1901-1984
KW  - Gallup, George H.
KW  - Gallup, George Horace.
KW  - Motion picture audiences : Research : United States : History : 20th century.
KW  - Cinéma : Publics : Recherche : États-Unis : Histoire : 20e siècle.
KW  - PERFORMING ARTS : Film & Video : Reference.
KW  - PERFORMING ARTS : Film & Video : General.
KW  - Motion picture audiences : Research
KW  - United States
KW  - Kino
KW  - Publikum
KW  - Filmwirtschaft
KW  - USA
KW  - Demoskopie.
KW  - Film.
KW  - Publikum.
KW  - Hollywood.
KW  - USA.
KW  - Publik, USA.
KW  - Publikundersökningar, USA.
KW  - 1900-1999
KW  - Gallup, George Horace : 1901-1984
KW  - Motion picture audiences : United States : Research : History : 20th century
KW  - History
ER  -