Building knowledge about the consumer: The emergence of market research in the motion pictute industry

Business History

Volumn 45, Issue 1, 2003, Pages 101-127

  Bakker, Gerben ^a  

^a LONDON SCHOOL OF ECONOMICS   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

HISTORICAL GEOGRAPHY; INDUSTRIAL HISTORY; KNOWLEDGE; MARKETING; MEDIA INDUSTRY; NINETEENTH CENTURY; TWENTIETH CENTURY;

EID: 0037277660     PISSN: 00076791     EISSN: 17437938     Source Type: Journal    
DOI: 10.1080/713999299     Document Type: Article

References (81)

1. Management: Tasks, Responsibilities, Practices (New York, 1973), pp.64-5,
2. P. Kotler and G. Armstrong, Principles of Marketing (Englewood Cliffs, 6th edn. 1994), p.5.
3. L.J. Leff, Hitchcock and Selznick: The Rich and Strange Collaboration of Alfred Hitchcock and David O. Selznick in Hollywood (London, 1987), pp. 160-61, 167;
4. R. Haver, David O. Selznick's Hollywood (London, 1980), pp.347-8.
5. L.C. Lockley, 'Notes on the History of Marketing Research', Journal of Marketing, Vol.14 (1950), p.736.
6. R. Fitzgerald, 'Rowntree and Market Strategy, 1897-1939', Business and Economic History, Vol. 18 (1989), pp.45-58, 56-7.
7. P.M. Chisnall, Marketing Research (New York, 5th edn. 1997). p.7
8. R.L. Blaszczyk, Imagining Consumers: Design and Innovation from Wedgwood to Corning (Baltimore, 2000), p.1.
9. A. Godley, 'Immigrant Entrepreneurs and the Emergence of London's East End as an Industrial District', London Journal, Vol.21 (1996), pp.38-45;
10. Jewish Immigrant Enterpreneurship in New York and London, 1880-1914: Enterprise and Culture (Basingstoke, 2001), pp. 90-108
11. P.N. Golder, 'Historical Method in Marketing Research with New Evidence on Long-term Market Share Stability', Journal of Marketing Research, Vol.37 (2000), pp.156-72.
12. L. Creton, 'Marketing et stratģies dans le Secteur Cinématographique. Une Mise en Perspective des Pratiques du Cinéma Français' in P.-J. Benghozi and C. Delage (eds.), Une Histoire Economique du Cinéma Français (1895-1995): Regards Franco-Américains (Paris, 1997), pp. 229-264
13. P. Larson, The Naked Consumer: How Our Private Lives Become Public Commodities (New York, 1994, orig. edn. 1992), pp.19-20;
14. E.J. Perkins, Wall Street to Main Street: Charles E. Merrill and Middle-Class Investors (Cambridge, 1999), pp.7, 121, 148.
15. V. Ward, 'Marketing Convenience Goods between the Wars', in G. Jones and N. Morgan (eds.), Adding Value: Brands and Marketing in Food and Drink (London, 1994), pp.259-90.
16. R. Church, Mass Marketing Motor Cars in Britain Before 1950: The Missing Dimension', in R.S. Tedlow and G. Jones (eds.), The Rise and Fall of Mass Marketing (London, 1993), pp.36-57.
17. T.A.B. Corley, 'Consumer Marketing in Britain, 1914-1960', Business History, Vol.29 (1987), pp.65-83.
18. T. Ramsaye, A Million and One Nights (New York, 1926), p.450.
19. B.A. Austin, 'The Motion Picture Audience: A Neglected Aspect of Film Research', in idem (ed.), The Film Audience: An International Bibliography of Research (Metuchen and London, 1983), pp.xvii-xlii, xxi.
20. A. Zukor with D. Kramer, The Public is Never Wrong (New York, 1953), p.42,
21. S. Ohmer, 'Measuring Desire: George Gallup and the Origins of Market Research in Hollywood' (unpublished Ph.D. thesis, New York University, 1997), p. 1
22. G. Bakker, 'Stars and Stories: How Films Became Branded Products', Enterprise and Society, Vol.2 (2001), pp.461-502.
23. 'Baldwin Pictures Corporation: Producer and Distributor - Motion Pictures', in H.T. Lewis (ed.), Cases on the Motion Picture Industry (New York, 1930), pp. 435-443.
24. J.M. Gaines, Contested Culture: The Image, the Voice and the Law (London, 1991), pp.148-59.
25. R.H. Cochrane, 'Advertising Motion Pictures', in J.P. Kennedy (ed.), The Story of the Films (Chicago, 1927), pp.233-62
26. R.E. Caves, Creative Industries: Contracts between Art and Commerce (Cambridge, MA, 2000).
27. L. May, The Big Tomorrow: Hollywood and the Politics of the American Way (Chicago, 2000).
28. H, Blumer, Movies, Deliquency and Crime (New York, 1933);
29. J. Richards and D. Sheridan, Mass Observation at the Movies (London, 1987).
30. The Saturday Evening Post, 21 July 1921
31. 'Universal Pictures Corporation. Producer and Distributor - Motion Pictures - Merchandise Analysis', in Lewis (ed.), Cases, pp.132-7
32. I. Aimone, 'Un Statut pour les Acteurs, 1910-1920', in Benghozi (ed.), Cinéma Français, pp. 81-92
33. L.C. Rosten, Hollywood (New York, 1941), pp.409-13.
34. B.B. Hampton, A History of the Movies (New York, 1931), pp.311-12.
35. T. Schatz, The Genius of the System: Hollywood Filmmaking in the Studio Era (London, 1988).
36. 'World Wide Pictures, Incorporated - Distributor - Motion Pictures - Unit of Sale - Pricing', in H.T. Lewis (ed.), Cases on the Motion Picture Industry: With Commentaries (New York, 1930), pp.288-94.
37. J. Sedgwick and M. Pokorny, 'The Risk Environment of Film Making: Warner Brothers in the Inter- War Years', Explorations in Economic History, Vol.35 (1998), pp.196-220.
38. J. Sedgwick and M. Pokorny, 'Stardom and the Profitability of Film Making: Warner Bros. in the 1930s', Journal of Cultural Economics, Vol.25 (2001), pp.157-84.
39. A.S. Berg, Goldwyn: A Biography (New York, 1989), p.334.
40. K. Brownlow and D. Gill, The Other Hollywood (TV documentary, London, 1997).
41. R. Vasey, The World according to Hollywood, 1918-39 (Madison, 1997), p.161.
42. S. Ohmer, 'The Science of Pleasure: George Gallup and Audience Research in Hollywood', in M. Stokes and R. Maltby (eds.), Identifying Hollywood's Audiences: Cultural Identity and the Movies (London, 1999), pp.61-80, at 66;
43. David O. Selznick, Memo from David O. Selznick (New York, 1972), pp. 223-7
44. T. Schatz, Boom and Bust: The American Cinema in the 1940s (New York, 1997), pp.68-71.
45. H. Golden Hollywood Takes to the Polls: RKO Enlists Dr. Gallup for Public Pulse-Feeling on Pix Preferences', Variety, 8 Jan. 1951, pp. 29, 45
46. P.F. Lazarsfeld, 'Audience Research in the Movie Field', in 'The Motion Picture Industry', Annals of the American Academy of Political and Social Sciences, vol. 254 Nov. 1947), pp. 160-68
47. P.F. Lazarsfield and P. Kendall, Radio Listening in American (New York, 1948)
48. I. Jarvie, Towards a Sociology of Cinema (London, 1970), p.308
49. L. Handel, Hollywood Looks at its Audience (Urbana, 1950)
50. T.S. Simonet, 'Industry', Film Comment. Vol.14 No.1 (1978), pp.72-3.
51. G. Seldes, The Great Audience (New York, 1950), p.222
52. C. Moorehead, Sidney Bernstein: A Biography (London, 1984)
53. A. Eyles, The Granada Theatres (London, 1998).
54. D. Jeremy and G. Tweedale, Dictionary of Twentieth Century British Business Leaders (London, 1994), pp.15-16;
55. S.L. Bernstein, A Memorandum on the Scarcity of the Film Supply together with a Scheme to Assist British Film Production, (London, 1939).
56. E. Sussex, 'The Fate of F3080', Sight and Sound, Vol.53 No.2 (1984), pp.92-7.
57. M. Davis et al., Granada: The First 25 Years (London, 1981).
58. J.P. Mayer, British Cinemas and their Audiences: Sociological Studies (London, 1948), pp.269-71.
59. 'A Study to Determine the Drawing Power of Male and Female Stars upon Movie-Goers of their own Sex', International Journal of Opinion and Attitude Research, vol. 2 (1948), pp. 215-20
60. 'The Most Popular Film Stars', Daily Chronicle, 3 April 1929, p. 5
61. 'A Kinema Ballot', Manchester Guardian, 3 April 1929
62. 'A Kinema Ballot', Daily Film Renter, 3 April 1929
63. R. Ford, 'What One Public Says It Likes. Comments on the Bernstein Questionnaire', Sight and Sound (Summer 1937), p.70,
64. L. Wood, British Film, 1927-1939 (London, 1986), p.135.
65. S. Street, British Cinem in Documents (London, 2000), pp. 125-33
66. S. Olmer, 'Measuring Desire: George Gallup and Audience Research in Hollywood', Journal of Film and Video, Vol. 43 (1991), pp. 3-28
67. S. Kelley, 'Gallup Goes Hollywood: Motion Picture Audience Research in the 1940's (unpublished MA thesis, University of Texas at Austin, 1989)
68. Gallup Has Plan for Measuring Grosses with "Research Insurance"', Motion Picture Herald, 25 July 1941, pp.33-4
69. Schatz T. Boom and Bust, pp.68-71
70. Gallup's Pan On Pix Adv,' Variety, 14 Aug. 1940. pp. 5, 19
71. W.R. Weaver, 'Audience Research to Key Services to New Auction Sales Policy', Motion Picture Herald, 17 Aug. 1946, pp.28-9.
72. W.R. Weaver, 'Audience Research Answers the Question of What's in a Name', Motion Picture Herald, 27 July 1946, p.39.
73. 'The British Cinema at the Gallup', Documentary News Letter, June-July 1947, p.99.
74. W.R. Weaver, 'Studios Use Audience Research to Learn What Pleases Customers', Motion Picture Herald, 20 July 1946, p.37.
75. 'New York City Motion Picture Market Study' (Princeton, 1940), p. 27
76. R. Haver, 'The RKO Years', American Film, Vol.3 No.2 (1977), pp.28-34.
77. R.B. Jewell, 'A History of RKO Radio Pictures, 1928-1942' (unpublished PhD. thesis, University of Southern California, 1978), p. 764
78. 'Goldwyn-gallup Survey Reports 57% Against Duals, 43% In Favor', Motion Picture Herald, 10 Aug. 1940, p. 21
79. Gallup's Pan, 'If 43% of Pop, Still Want Dual's Now's No Time to End 'Em', Variety, 14 Aug. 1940, p. 5
80. J. Sconce, 'Narrative Authority and Social Narrativity: The Cinematic Reconstruction of Bronte's Jane Eyre', in The Studio System (New Brunswick, 1994), pp.140-62, at 150-52.
81. 'Audience Research Blues, Variety, 8 May 1946, pp. 5, 25