The Hollywood Brand traces the development of the moving picture from its humble roots as an object of mass amusement to its transformation into an art form worthy of exhibition in museums and academic study in leading universities. This book provides historical context to the ideas that coalesce to create the iconic Hollywood brand that comes to define American identity.

Introduction: Modernity under the Hollywood Sign. Chapter 1 What's in a Name? Exhibition and Expectation Chapter 2 Movies with a Mission: Populism and Patriotism Chapter 3 A Home Among the Moderns: Movies and Modern Aesthetics Chapter 4 Hurray for Hollywood: Entertainment as Art Chapter 5 A New Art for the American Century: Hollywood Enters the Museum. Conclusion: The Future for the Hollywood Brand