Showmen, Sell It Hot!: Movies as Merchandise in Golden Era Hollywood
“John McElwee digs deep and explodes box-office myths about beloved and obscure films, as well as serving up the fascinating, heretofore untold stories of how classics were sold at local bijous and their often torturous afterlives. Catnip for movie buffs, all told in an irresistible, wryly amusing voice.”  —Lou Lumenick, film critic,New York Post“The book is wonderful in its variety of films chosen and situations connected with ballyhoo that strongly influenced public perception and market response. John has ably demonstrated, as no one else has to date, the crucial nature of the motion picture exhibitor who, by way of creative marketing, or not, helps determine the fate of producers (as in the case of Lewton) and even the memory of deceased stars in his fascinating chronicle of both Jean Harlow and James Dean. McElwee has shown that the 'sizzle' was, in fact, the 'steak' of moviegoing during the heyday of motion pictures and gives substance to the term 'popular' in the study of popular film.Showmen, Sell It Hot!proves conclusively that without the imaginative and resourceful exhibitor, even the best-laid studio advertising campaigns were not sufficient to sell a film in a very competitive market."  —James V. D'Arc, curator of motion picture archives, Brigham Young University"John McElwee's Greenbriar Picture Shows is unique among the countless film blogs on the Internet in that it focuses on the exhibition side of the business and the role showmanship played in the filling of seats. Now John has produced a book as unique and valuable as the site from which it is derived. InShowmen, Sell It Hot!he tells the local exhibitor's story as never before, incorporating solid research, eye-popping graphics, and the distinctive voice his readers have come to expect. It fills a long-vacant niche in film scholarship, but it's also loads of fun. I can't remember the last time I've enjoyed a book so much."  —James Curtis, author,Spencer Tracy: A Biography