Title -- Copyright -- Contents -- List of Illustrations -- Acknowledgments -- Introduction: Hollywood Looks at Its Audience -- Part One: The Campaign -- 1. Annus Horribilis -- Goldwyn's Folly -- Such a Thing as Bad Publicity -- The Moviegoing Habit -- 2. Exhibitors, the Movie Quiz Contest, and a Divided Industry -- The Minds of Exhibitors -- The Carrot and the Stick -- The Quiz Contest on the Ground -- What the Contest Did for Me -- Independents Rebel -- 3. The Campaign and the Press -- The Film Industry Speaks Its Mind -- Marginal Moviegoers -- The Gossip Columnists -- The Dailies Have Their Say -- Part Two: The Films -- 4. "The Finest Array of Productions" -- Ninety-Four Films -- The Death of Glamour -- Human Films -- The Human Side of Screwball -- You Can't Take It with You -- Four Daughters -- Boys Town -- Marie Antoinette -- That's Entertainment -- The Fourth Estate -- Conclusion: Motion Pictures' Worst Year -- Appendix 1 -- Appendix 2 -- Notes -- Index.