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Showman of the ScreenJoseph E. Levine and His Revolutions in Film Promotion$
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A. T. McKenna

Print publication date: 2016

Print ISBN-13: 9780813168715

Published to Kentucky Scholarship Online: May 2017

DOI: 10.5810/kentucky/9780813168715.001.0001

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PRINTED FROM KENTUCKY SCHOLARSHIP ONLINE (www.kentucky.universitypressscholarship.com). (c) Copyright The University Press of Kentucky, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in KSO for personal use.date: 17 September 2021

The Flim-Flam Man

The Flim-Flam Man

Chapter:
(p.51) 4 The Flim-Flam Man
Source:
Showman of the Screen
Author(s):

A. T. McKenna

Publisher:
University Press of Kentucky
DOI:10.5810/kentucky/9780813168715.003.0005

With the success of Hercules, Levine was often the subject of articles and profiles in the popular press. In addition to being profiled in publications such as Time, Life, and Esquire, he was lampooned as “Joe LeVenal” in the satirical Mad magazine. This chapter concentrates on Levine’s emergence as a public figure of note and the self-promotional tactics he used to achieve what was an unprecedented amount of fame for a film importer and promoter. The chapter also shows how Levine capitalized on the criticism he was subjected to in order to position himself in opposition to America’s cultural elites and how he was able to take advantage of being a divisive figure to keep his name in the press.

Keywords:   film promotion, self-promotion, New Journalism, satire, taste cultures, cultural elites, Joe LeVenal

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