Showmen, Sell it HotMovies as Merchandise in Golden Era Hollywood
John McElwee
Before the modern phenomenon of the big budget movie, released simultaneously around the world with an enormous and coordinated marketing effort, individual picture houses had much more autonomy in how they promoted films locally. Illustrated with posters, lobby cards and archive photographs, this celebration of the golden age of cinema in America, from the 1930s to the 1960s, pays tribute to the showmanship of small-town exhibitors who kept audiences coming back week after week, whatever was playing.
