Title: Monroe Greenthal Files: United Artists Corporation Records, Series 1D and Series 3D
Inclusive Dates: 1933-1942

Creators:

• Greenthal, Monroe, 1906-1963
• United Artists Corporation

Call Number: U.S. Mss 99AN/1D; U.S. Mss 99AN/3D

Quantity: 2.4 cubic feet (6 archives boxes)

Repository:

Housed at the Wisconsin Historical Society, Division of Library, Archives and Museum Collections; owned by the Wisconsin Center for Film & Theater Research

Archival Locations:

Wisconsin Historical Society (Map)

See the catalog entries for information on possible additional materials and shelf locations: Series 1D, Series 3D

Abstract:

Files from the office of Monroe W. Greenthal, head of the Advertising and Publicity Department at United Artists (UA). Activities documented in Series 1D include submitting advertising to various newspapers and magazines, arranging media interviews of stars and other noteworthy personalities, setting joint advertising budgets with theaters, providing publicity materials to exhibitors, and overseeing the activities of advance men throughout the country. In Series 3D, correspondence documents Greenthal's activities from January to October 1942 as a liaison between the film industry and the War Department including press releases and information on campaigns to sell war bonds in theaters.

Note:

Forms part of the United Artists Corporation collection.

Language: English

URL to cite for this finding aid: http://digital.library.wisc.edu/1711.dl/wiarchives.uw-whs-99an001d

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Monroe W. Greenthal was director of exploitation and of advertising and publicity for United Artists from 1931 to 1942. Greenthal had primary responsibility for the advertising campaigns for each motion picture. While still associated with UA, Greenthal became chairman of the Publicity and Advertising Division of the War Activities Committee (WAC) of the Motion Picture Industry. He took an extended leave of absence in August 1942 to work with the Office of Information of the War Production Board as consultant for a national salvage and conservation campaign for steel and rubber.

The file is subdivided into two separate series. Series 1D represents Greenthal's work for United Artists and contains correspondence with publicity agents, advertising agencies, theater owners, production executives and with other United Artists departments. Subjects treated include: exploitation campaigns, advertising budgets, publicity stunts and contests, progress reports from field agents, and interviews. The series consists of correspondence arranged alphabetically by person or corporation between 1933 and 1941, with the bulk of the material dated 1935-1936; the second portion, covering the years 1940 and 1941, is arranged chronologically.

The second series of correspondence (catalogued as Series 3D) deals primarily with Greenthal's work with the War Activities Committee from January through October of 1942. It consists of correspondence with government officials, theater owners, press agents and the like promoting the contribution of the motion picture industry to the war effort, and includes numerous news releases. This series is arranged alphabetically by correspondent or subject and chronologically thereunder.

U.S. Mss 99AN	Series: Series 1D: Advertising and Publicity, 1933-1941
Box   1 Folder   1	A, 1936-1940
Box   1 Folder   2	Abramson, Max, 1936-1939 Note: UA representative.
Box   1 Folder   3	Association of Motion Picture Advertisers (AMPA), 1939-1940
Box   1 Folder   4	B, 1936-1940
Box   1 Folder   5	Balaban and Katz, 1936-1940 Note: Exhibitor circuit.
Box   1 Folder   6	Baron, Charles, 1936-1939 Note: UA representative.
Box   1 Folder   7	Barron, Carter, 1940
Box   1 Folder   8	Beck, Meyer, 1935-1940 Note: UA employee.
Box   1 Folder   9	Bell, Ray (Loew's Theatres), 1936-1940
Box   1 Folder   10	Benton and Bowles (Advertising agency), 1939
Box   1 Folder   11	Bernfield, W.P., 1936-1940 Note: UA representative.
Box   1 Folder   12	Birdwell, Russell (Selznick Pictures), 1936-1940
Box   1 Folder   13	Blue Ribbon Books, 1939
Box   1 Folder   14	Boxoffice magazine, 1939-1940
Box   1 Folder   15	Brandt, Harry (20th Century-Fox), 1939
Box   1 Folder   16	Brewis (?), 1934-1935
Box   1 Folder   17	British and Dominions Film Corporation, 1935
Box   1 Folder   18	Brown, Lou (Loew's Theatres), 1936-40
Box   1 Folder   19	Bruner, Frank, 1939-1940 Note: UA representative.
Box   1 Folder   20	Buchanan and Company (advertising agency), 1940
Box   1 Folder   21	Buckley, H.D., 1936-1940 Note: UA vice president.
Box   1 Folder   22	C, 1936-1940
Box   2 Folder   1	Calvert, Lowell (Selznick Pictures), 1936-1941
Box   2 Folder   2	Canadian Moving Picture Digest, 1936-1939
Box   2 Folder   3	Catlin, A.G., 1936 Note: UA representative.
Box   2 Folder   4	Charles Chaplin Film Corporation, 1935-1936
Box   2 Folder   5	D, 1936
Box   2 Folder   6	Dale, Jerry (Goldwyn Productions), 1936
Box   2 Folder   7	Disney Productions, 1933-1936
Box   2 Folder   8	E, 1936
Box   2 Folder   9	F, 1936
Box   2 Folder   10	Fairbanks, Douglas, Jr., 1936
Box   2 Folder   11	G, 1935-1936
Box   2 Folder   12	Goldwyn Inc., 1935-1936
Box   2 Folder   13	H, 1936
Box   2 Folder   14	Helprin, Morris (Korda Productions), 1939-1940
Box   2 Folder   15	Hill, Ben, 1939 Note: UA representative.
Box   2 Folder   16	Hilton, Bob (UA), 1939-1940
Box   2 Folder   17	Hirsch, Arthur (Consolidated Theatres), 1939-1940
Box   2 Folder   18	Horne, Hal (Disney Enterprises), 1939-1940
Box   3 Folder   1	I, 1939-1940
Box   3 Folder   2	J, 1936-1940
Box   3 Folder   3	Jeffrey, Arthur (UA)
Box   3 Folder   4	Johnston, John Leroy (Wanger Productions), 1939-1940
Box   3 Folder   5	K, 1936-1940
Box   3 Folder   6	Kamen, Kay (Disney Productions), 1938-1939
Box   3 Folder   7	Kelly, Arthur, 1939
Box   3 Folder   8	Kosiner, Harry (Wanger Productions), 1939-1940
Box   3 Folder   9	L, 1936-1939
Box   3 Folder   10	Lawrence, Jock, 1939-1940
Box   3 Folder   11	Lazarus, Paul (Warner Brothers), 1939
Box   3 Folder   12	Le Sieur, Howard (UA)
Box   3 Folder   13	Lesser, Sol (Principal Productions), 1939
Box   3 Folder   14	Levin, Ed (Balaban and Katz), 1939
Box   3 Folder   15	Lightstone, Joe (Orpheum Theatre, Montréal), 1939
Box   3 Folder   16	Longo, Joe (Lowe's Theatres), 1939
Box   3 Folder   17	Lundy, Jim, 1939 Note: UA representative.
Box   3 Folder   18	M, 1936
Box   3 Folder   19	M, 1939
Box   3 Folder   20	Maren, Lew, 1936-1939 Note: UA representative.
Box   3 Folder   21	Margolies, Al (UA), 1939
Box   4 Folder   1	Meade, Charles, 1936 Note: UA representative.
Box   4 Folder   2	Meyer; Michaels; Miles, 1939
Box   4 Folder   3	Milstein, Jake (Edward Small Productions), 1939
Box   4 Folder   4	Miscellaneous departmental memos, 1935-1936
Box   4 Folder   5	Miscellaneous United Artists Corporation correspondence, 1936
Box   4 Folder   6	Modern Merchandise Bureau, 1939
Box   4 Folder   7	N, 1936
Box   4 Folder   8	O, 1936
Box   4 Folder   9	P, 1936
Box   4 Folder   10	Pickford-Lasky Productions, 1936
Box   4 Folder   11	R, 1936
Box   4 Folder   12	Ramm, Louis, 1936 Note: UA representative.
Box   4 Folder   13	Schaefer, George (UA), 1936
Box   5	Correspondence, 1935
Box   4 Folder   14-17	Correspondence, 1940-1941
	Series: Series 3D: War Activities Committee, 1942	⇧
Box   1 Folder   1	Buffington, George (War Activities Committee (WAC))
Box   1 Folder   2	Duffus, Si (WAC)
Box   1 Folder   2	Duffus, Carlton (WAC)
Box   1 Folder   3	Fabian, Si (WAC)
Box   1 Folder   4	Harmon, Francis (WAC)
Box   1 Folder   5	Lawrence, Jock (War Department)
Box   1 Folder   6	Mayer, Arthur (WAC)
Box   1 Folder   7-9	Miscellaneous correspondence, January-October
Box   1 Folder   10	Mitchell, Lt. Col. Curtis (WAC)
Box   1 Folder   11	News releases from WAC
Box   1 Folder   12	Reeve, Arch (Association of Motion Picture Producers)