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"The Entire Motion Picture Industry Presents": The World Is Ours (1938)

Jurca, Catherine (2013) "The Entire Motion Picture Industry Presents": The World Is Ours (1938). Moving Image, 13 (2). pp. 99-108. ISSN 1532-3978. doi:10.1353/mov.2013.0023.

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In September 1938, the American film industry launched Motion Pictures’ Greatest Year, a four-month public relations campaign designed to combat falling attendance and revenues by reviving the public’s allegiance to “the movies.” The campaign grew out of fears that it was not the current recession keeping audiences away from theaters but rather that bad publicity and a spate of bad films had made the public angry with Hollywood. Executives and commentators in the trade press deplored a barrage of criticism generated from within the industry.

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Additional Information:© 2013 Association of Moving Image Archivists. Published by University of Minnesota Press. I am grateful to Jared Case of George Eastman House for information about Everson’s prints of The World Is Ours and his film collection; Mark Quigley of the UCLA Film & Television Archive for pointing me toward the studio-tour shorts and making them available; Ann Harris of the George Amberg Memorial Film Study Center at NYU for providing access to The World Is Ours; and Scott Fraser for help with the images. My thanks also to Mark Garrett Cooper for leading me to the Orphan Film Symposium and to Dan Streible for his support of my efforts to draw attention to this film.
Issue or Number:2
Record Number:CaltechAUTHORS:20140123-080436188
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Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:43478
Deposited By: Tony Diaz
Deposited On:24 Jan 2014 01:02
Last Modified:10 Nov 2021 16:38

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