New 'Campaign' Book Explores Hollywood's First All-Out Plunge Into Politics

How did Hollywood get so "liberal"?  It all started when author and ex-socialist Upton Sinclair swept the Democratic primary for governor of California in 1934, as I explore in my book, The Campaign of the Century, winner of the Goldsmith Book Prize and finalist for the Los Angeles Times Book Award.  Hollywood's response, including the creation of the first "attack ads" for the screen by none other than Irving Thalberg--you can watch excerpts below--destroyed Sinclair but also led to the rise of the "liberal" movie industry we see today. A new edition of my book appeared this week (order it at left from publisher -- or at Amazon in paperback or via Kindle).

The Hollywood moguls, led by Louis B. Mayer,  responded to Sinclair's upset victory--he had inspired one of the greatest mass movements in U.S. history--by threatening to move the entire industry to Florida.   Nearly all of the studios docked employees, including top actors, one day's pay, to go to Sinclair's GOP foe  (Jimmy Cagney,  rebelled, but Katharine Hepburn and others went along with it).  Finally, MGM produced three fake newsreels, using shots from old movies and Hollywood actors, that sparked riots in theaters.  Thalberg (left) later admitted producing the newsreels.  "Nothing is unfair in politics," he explained.  Sinclair supporters, including Charlie Chaplin and Dorothy Parker, vowed revenge.

Indeed, outrage over the abuses in 1934 sparked a massive surge for the actors' and screenwriters' guilds--and the new activism played a key role in Democrats electing a governor in 1938.  As I explore in my book, virtually all of the techniques that make up the modern political campaign (such as putting "spin doctors" and advertising wizards in charge) were invented in the wild anti-Sinclair effort.  It was the birth of modern politics.

You can order Campaign--paperback or e-book--from the publisher  or paperback or Kindle from Amazon. It's been hailed by The New York Times, Washington Post, Los Angeles Times, Newsweek and even Entertainment Tonight.

Listen to or read my NPR segment online now.   In a fun and unique move, Huff Post is carrying my daily "coverage" of the 1934 campaign, until Election Day.  Contact me:  epic1934@aol.com.  Here's the Thalberg shocker:

My 'Campaign' Book Published This Week in a 'Classic' New Edition

My Random House book, The Campaign of the Century: Upton Sinclair's Race for Governor  --  and the Birth of Media Politics, has just been published in a "classic" new edition. Campaign won the Goldsmith Book Prize, was one of five finalists for the Los Angeles Times Book Award, and served as the basis for an episode in the PBS The Great Depression series.  You can order it -- paperback or e-book --  from the publisher  (free shipping) or in paperback or Kindle  via Amazon. 

The modern political campaign--dominated by advertising tricks, political consultants, "spin doctors," and attack ads on the screen--was invented in this 1934 campaign. It was one of the dirtiest campaigns ever and also marked Hollywood's first all-out plunge into politics,  after socialist author Sinclair swept the Democratic primary. Sinclair's End Poverty in California (EPIC) crusade was one of the great mass movements in U.S. history, and the links to today's economic crisis, media trickery and political climate are profound. The cast of characters in this wild and entertaining  tale reads like a "Who's Who," from FDR and Hearst to Will Rogers and Katharine Hepburn. Chairman of the GOP campaign?  Earl Warren.  And so on. More on the Hollywood angle here.

You may enjoy the three videos below. First, a brief intro. Below that, a look at the first political "attack ads" using the screen to destroy a candidate--the infamous faked newsreels created by Irving Thalberg and MGM. Then the amazing story of how Sinclair and EPIC managed to win the Democratic nod.

Go here to PoliPoint Press to order or read the first 12 pages (click the "Preview" tab). Also available at Amazon in paperback or via Kindle.  It's been hailed by The New York Times, Washington Post, Los Angeles Times, Newsweek and even Entertainment Tonight.  Contact me at epic1934@aol.com.

UPDATES:     Listen to or read segment  on NPR's "On the Media" online now.   In unique move, Huff Post is carrying  my daily "coverage" of the 1934 campaign until Election Day.  My  piece  in The Nation posted. Email me at: epic1934@aol.com.   Video credit: Lyn Goldfarb.