“Let’s Talk Turkey,” 1939.
Motion picture studios and exhibitors dreamed up great exploitation campaigns in the early decades of cinema in order to build interest in a title, increase word of mouth, and hopefully draw larger audiences to theatres. They created elaborate promotional campaigns with a variety of media outlets like magazines and newspapers to reach diverse audiences, as well as partnering with consumer product manufacturers connecting in some way with the film, as well as putting together key art, lobby cards, photographs, ads, and even stories that could be employed in programs, handbills, and local newspapers.
Often they accomplished this through great ballyhoo, such as producer David O. Selznick and Selznick International Pictures’ intense two-year casting campaign for the perfect Scarlett O’Hara to star in “Gone With The Wind,” or through staging film premieres at the city where a film was set or which included some unusual name or feature.
“Hollywood Celebrates the Holidays” by Karie Bible and Mary Mallory is now available at Amazon and at local bookstores.
