Those Great Movie Ads Author:Joe Morella, Edward Z. Epstein, Eleanor Clark Some of the sharpest minds in Hollywood never receive a credit line. They are the men who promote a movie once it is produced. THOSE GREAT MOVIE ADS is the first book to study their work and the curious blendof carnival hoopla, shrewd psychology and tactful ego-boosting which sets these ads apart fromother, more earth-bound forms of ... more »advertising.
With a light but analytical touch, the authors probe every aspect of movie advertising, including the Great Tagline ("Gable's Back and Garson's Got Him!") and This Week's Unique Epic ("An Unforgettable Story! Casts of Thousands! All in Technicolor!").
The diverse media exploited by ingenious admen of screenland are alos studied: newspapers and magazines, billboards, posters, radio and TV, trailers ("coming attractions"), testimonials and endorsements ("Lana Turner's Complexion Comes from Lux Soap!"), publicity, pressbooks, promotion, and the clever handling of reviews--bad and good.
Illustrated with nearly 800 vintage examples from "T-N-T...Turner & Taylor...They're Dynamite Together in JOHNNY EAGER" to "Love Means Never Having to Say You're Sorry," THOSE GREAT MOVIE ADS is a nostalgic treasure-house of cinema memories and a reference goldmine of adroit advertising.« less