Chapters in this book

1. Frontmatter i
2. Contents vii
3. List of Illustrations ix
4. Acknowledgments xi
5. 1. What Do Audiences Want? 1
6. 2. Guesswork Eliminated 13
7. 3. The Laws That Determine Interest 31
8. 4. America Speaks 51
9. 5. Piggybacking on the Past 77
10. 6. Singles and Doubles 91
11. 7. Boy Meets Facts at RKO 121
12. 8. David O. Selznick Presents 163
13. 9. Gallup Meets Goofy 193
14. 10. Like, Dislike, Like Very Much 215
15. Abbreviations Used and Collections Consulted 231
16. Notes 233
17. Index 277
18. Film and Culture 283