Box Office Poison is the title of a magazine article submitted by
Harry Brandt, the president of the Independent Theatre Owners of
America, in the Independent Film Journal on May 3, 1938. The list
labeled several well-known contemporary films stars whose box office
was alleged to be negligible.The article in its entirety was called
"Dead Cats" and was published by Manhattan's Independent Theatre
Owners Association, Inc. The majority of the article read as
follows:The article continued, stating the "ready answers" many of the
stars had to their labeling:Also in the article, there were some
listed as actors who "deserve their high salaries", among them Shirley
Temple, Clark Gable, Gary Cooper, Bette Davis, Myrna Loy, William
Powell, Jean Arthur, Spencer Tracy, Cary Grant, and Carole Lombard
among others. According to Brandt, studios were "safe" in placing
these stars in films, knowing their "undeniable" popularity would
generate substantial profit.
Harry Brandt, the president of the Independent Theatre Owners of
America, in the Independent Film Journal on May 3, 1938. The list
labeled several well-known contemporary films stars whose box office
was alleged to be negligible.The article in its entirety was called
"Dead Cats" and was published by Manhattan's Independent Theatre
Owners Association, Inc. The majority of the article read as
follows:The article continued, stating the "ready answers" many of the
stars had to their labeling:Also in the article, there were some
listed as actors who "deserve their high salaries", among them Shirley
Temple, Clark Gable, Gary Cooper, Bette Davis, Myrna Loy, William
Powell, Jean Arthur, Spencer Tracy, Cary Grant, and Carole Lombard
among others. According to Brandt, studios were "safe" in placing
these stars in films, knowing their "undeniable" popularity would
generate substantial profit.
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