If you need an accessible version of this item please contact JSTOR User Support

Motion Pictures' Greatest Year (1938): Public Relations and the American Film Industry

Catherine Jurca
Film History
Vol. 20, No. 3, Studio Systems (2008), pp. 344-356
Published by: Indiana University Press
Stable URL: http://www.jstor.org/stable/25165486
Page Count: 13
  • Download PDF
  • Cite this Item

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support
Preview not available
Preview not available

Abstract

In an effort to combat declining attendance, perceived public disinterest, and the threat of government antitrust action, the exhibition and distribution arms of the American motion picture industry organized the 'Motion Pictures' Greatest Year' public relations campaign in 1938. The focal point of the campaign was a heavily-promoted quiz contest which required entrants to attend 30 feature films at participating theaters. Despite initial enthusiasm, the campaign fell short of its goals due to structural inequities in the distribution system, friction between independent theater owners and those affiliated with the major producer-distributors, and poor films.

Page Thumbnails

  • Thumbnail: Page 
[344]
    [344]
  • Thumbnail: Page 
345
    345
  • Thumbnail: Page 
346
    346
  • Thumbnail: Page 
347
    347
  • Thumbnail: Page 
348
    348
  • Thumbnail: Page 
349
    349
  • Thumbnail: Page 
350
    350
  • Thumbnail: Page 
351
    351
  • Thumbnail: Page 
352
    352
  • Thumbnail: Page 
353
    353
  • Thumbnail: Page 
354
    354
  • Thumbnail: Page 
355
    355
  • Thumbnail: Page 
356
    356