Kate and Greta were both included in the 1938 list of Box Office Poison.This full-page advertisement in The Hollywood Reporter read on May 3, 1938.
Kate and Greta were both included
"Wake up Hollywood producers! Practically all of the major studios are burdened with stars – whose public appeal is negligible – receiving tremendous salaries necessitated by contractual obligations.”
Having paid out such enormous sums, the studios were obligated “to put these box office deterrents in expensive pictures in the hope that some return on the investment might be had,” the ad charged.
“Among these players, whose dramatic ability is unquestioned but whose box-office draw is nil, can be numbered Mae West, Edward Arnold, Garbo, Joan Crawford, Katharine Hepburn ...”
Kay Francis and Marlene Dietrich were also pronounced deadly “poison at the box office.”
The uncredited author of this controversial advertisement was Harry Brandt, writing on behalf of the Independent Theatre Owners Association. Brandt's purpose had not been to tear down stars, but to put the studios on notice. With movie grosses in a slump, small-town exhibitors resented being forced to take product they didn't want (“prestige” films) in order to get movies they did (Andy Hardy, Charlie Chan, comedies, westerns, adventure pictures).
The exhibitors' wake-up call started a public debate just as producers and distributors were getting together to discuss product for the upcoming season. However, the industry rallied in defense of the studios. Independent theater owners would not win their point regarding block booking until the Department of Justice intervened a decade later.
Source: Karen Swenson - A life apart |