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George Gallup in Hollywood is a fascinating look at the film industrys use ofopinion polling in the 1930s and 40s. George Gallups polling techniques firstachieved fame when he accurately predicted that Franklin D. Roosevelt would bereelected president in 1936. Gallup had devised an extremely effective samplingmethod that took households from all income brackets into account andHollywood 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 Wellesand Desi Arnaz couples such as Fred Astaire and Ginger Rogers and films likeGone with the Wind Dumbo and Fantasia.Through interviews and extensive research Susan Ohmer traces Gallupsgroundbreaking intellectual and methodological developments examining hiscomprehensive approach to market research from his early education in theadvertising industry to his later work in Hollywood. The results of his opinionpolls offer a fascinating glimpse at the class and gender differences of thetime as well as popular sentiment toward social and political issues. «
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