1939 Pre-"The Wizard of Oz" film premiere...
Item # 727780
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THE DETROIT FREE PRESS, July 7, 1939
* Very early "The Wizard of Oz" item
* Over a month prior to it's premiere
* Behind the scenes production details
* American Musical fantasy film - movie
* L. Frank Baum- Victory Fleming - Judy Garland
The top of page 10 has a one column heading: "'Wizard of Oz' a Wizard's Job" with subhead: "Film's Production No Snap, Leroy Says" (see images)
Complete with all 28 pages, light toning at the margins, minor spine wear, nice condition.
Background: The historical significance of Mervyn LeRoy’s July 1939 promotional campaign in The Detroit Free Press lies in its pioneering role as a masterclass in modern cinematic public relations, deliberately engineered to reshape how the public and the film industry perceived fantasy. By aggressively utilizing syndicated guest editorials in major metropolitan newspapers, MGM circumvented standard studio advertising to directly address an anxious, Depression-weary audience on the literal eve of World War II. LeRoy’s writing successfully pivot-framed what skeptics feared was a high-risk, multi-million-dollar "children’s nursery story" into a monumental, universally relatable human adventure tailored for adults. Furthermore, by defending the unprecedented logistical costs and vindicating the controversial casting of Judy Garland right before the public saw the final product, this essay established the "behind-the-scenes producer's commentary" as a vital tool for building cinematic anticipation. It ultimately safeguarded a massive financial gamble, transforming The Wizard of Oz from a potential box-office disaster into an immediate cultural touchstone and an enduring blueprint for Hollywood blockbuster marketing.
* Very early "The Wizard of Oz" item
* Over a month prior to it's premiere
* Behind the scenes production details
* American Musical fantasy film - movie
* L. Frank Baum- Victory Fleming - Judy Garland
The top of page 10 has a one column heading: "'Wizard of Oz' a Wizard's Job" with subhead: "Film's Production No Snap, Leroy Says" (see images)
Complete with all 28 pages, light toning at the margins, minor spine wear, nice condition.
Background: The historical significance of Mervyn LeRoy’s July 1939 promotional campaign in The Detroit Free Press lies in its pioneering role as a masterclass in modern cinematic public relations, deliberately engineered to reshape how the public and the film industry perceived fantasy. By aggressively utilizing syndicated guest editorials in major metropolitan newspapers, MGM circumvented standard studio advertising to directly address an anxious, Depression-weary audience on the literal eve of World War II. LeRoy’s writing successfully pivot-framed what skeptics feared was a high-risk, multi-million-dollar "children’s nursery story" into a monumental, universally relatable human adventure tailored for adults. Furthermore, by defending the unprecedented logistical costs and vindicating the controversial casting of Judy Garland right before the public saw the final product, this essay established the "behind-the-scenes producer's commentary" as a vital tool for building cinematic anticipation. It ultimately safeguarded a massive financial gamble, transforming The Wizard of Oz from a potential box-office disaster into an immediate cultural touchstone and an enduring blueprint for Hollywood blockbuster marketing.
Category: The 20th Century
Price
$68
100% Authentic: Original printing, never a reproduction.