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Available From UC Press
Hollywood 1938
Motion Pictures' Greatest Year
In Hollywood 1938, Catherine Jurca brings to light a tumultuous year of crisis that has been neglected in histories of the studio era. With attendance in decline, negative publicity about stars that were “poison at the box office,” and a spate of bad films, industry executives decided that the public was fed up with the movies. Jurca describes their desperate attempt to win back audiences by launching Motion Pictures’ Greatest Year, a massive, and unsuccessful, public relations campaign conducted in theaters and newspapers across North America. Drawing on the records of studio personnel, independent exhibitors, moviegoers, and the motion pictures themselves, she analyzes what was wrong—and right—with Hollywood at the end of a heralded decade, and how the industry’s troubles changed the making and marketing of films in 1938 and beyond.
Catherine Jurca is Professor of English at California Institute of Technology. She is the author of White Diaspora: The Suburb and the Twentieth Century American Novel.
“While 1938 may have been a turkey of a year for Hollywood cinema, Catherine Jurca’s book is a genuine feast. Hollywood 1938 is both an intense, up-close study of the big budget films and box office tactics behind the film industry’s annus horribilis, and a savvy meditation on the whole swoop and scope of cinema in Hollywood’s Golden Age. Scrupulously researched and engagingly written, Jurca captures the industry infighting, publicity battles, and audience responses to Hollywood’s ‘greatest year’ with easy erudition and penetrating insight.”—Thomas Doherty, author of Hollywood's Censor: Joseph I. Breen and the Production Code Administration.
“Catherine Jurca has taken a nearly forgotten event in the history of Hollywood and demonstrated how much it can tell us about the state of the motion picture industry and its frailties, as well as its relationship with its audience, at a critical moment in its development. She deftly challenges claims about the centrality of Hollywood to American culture in the 1930s, questions its relationship with the public, and examines the ways in which the industry’s perceptions of that public shaped how it made and marketed movies. This is both excellent scholarship and marvelous storytelling.”—Richard Maltby, author of Hollywood Cinema.
“Catherine Jurca has taken a nearly forgotten event in the history of Hollywood and demonstrated how much it can tell us about the state of the motion picture industry and its frailties, as well as its relationship with its audience, at a critical moment in its development. She deftly challenges claims about the centrality of Hollywood to American culture in the 1930s, questions its relationship with the public, and examines the ways in which the industry’s perceptions of that public shaped how it made and marketed movies. This is both excellent scholarship and marvelous storytelling.”—Richard Maltby, author of Hollywood Cinema.