Motion pictures' greatest year (1938): public relations and the American film industry

Abstract

In an effort to combat declining attendance, perceived public disinterest, and the threat of government antitrust action, the exhibition and distribution arms of the American motion picture industry organized the ‘Motion Pictures’ Greatest Year’ public relations campaign in 1938. The focal point of the campaign was a heavily-promoted quiz contest which required entrants to attend 30 feature films at participating theaters. Despite initial enthusiasm, the campaign fell short of its goals due to structural inequities in the distribution system, friction between independent theater owners and those affiliated with the major producer-distributors, and poor films.