Banging the Gong: The Promotional Strategies of Britain’s J. Arthur Rank Organisation in the 1950s

De Montfort University Open Research Archive

Show simple item record Chibnall, S. en 2016-07-06T14:02:23Z 2016-07-06T14:02:23Z 2016-06-03
dc.identifier.citation Chibnall, S. (2016) Banging the gong: the promotional strategies of Britain’s J. Arthur Rank Organisation in the 1950s. Historical Journal of Film, Radio and Television, 37 (2), pp. 242-271 en
dc.identifier.issn 0143-9685
dc.identifier.issn 1465-3451
dc.description The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link. en
dc.description.abstract This article addresses the neglect in academic studies of film culture of the publicist’s role, particularly in British film production and distribution. Taking the last decade of the British studio system(the 1950s) and the leading British studio (Rank) as its timeframe and focus, the article begins to answer questions such as, ‘who were the publicists and how were publicity divisions organised and directed?’;‘what were the main elements of the publicist’s role?’; ‘how were these used in film promotion?’; ‘how was this process influenced by shifts in the wider mission of the film production company?’; ‘what was the relationship between publicists and contract artists?’; and ‘how was pictorial publicity created and used as a promotional tool in this period?’. After reviewing contemporary debates about publicity strategies and the importance of star creation, the article identifies leading practitioners and then discusses their relationship to the newspaper press before offering a job description for the film publicist and the significance of women in the profession. The second section considers the interactions between publicists, contract artists and studio managers, noting the importance of personal appearances by stars and their frequent frustrations with the way they were treated and used by the Rank Organisation. The third section deals with Rank’s mid-decade shift towards markets in continental Europe as British exhibition revenues declined, and the impact this had on promotional practices, particularly with the growing importance of overseas film festivals. The fourth section focuses on the production of pictorial publicity, considering in some detail the roles played by the studio photographer, Cornel Lucas, and the Italian poster artists who were used to give a contemporary and continental gloss to Rank’s products. The final section briefly describes and accounts for the decline of Rank as a film production company and the consequence of this for its promotional activities. en
dc.language.iso en en
dc.publisher Taylor and Francis en
dc.subject British en
dc.subject Rank en
dc.subject cinema en
dc.subject 1950s en
dc.subject publicity en
dc.title Banging the Gong: The Promotional Strategies of Britain’s J. Arthur Rank Organisation in the 1950s en
dc.type Article en
dc.researchgroup Cinema and Television History Research Centre en
dc.peerreviewed Yes en
dc.funder n/a en
dc.projectid n/a en
dc.cclicence CC-BY-NC-ND en 2016-04-17 en

Files in this item

This item appears in the following Collection(s)

Show simple item record