Film noir's 'gal producers' and the female market

This article surveys publicity surrounding the work of three female producers active in Hollywood in the 1940s and early 1950s: Joan Harrison, Virginia Van Upp, and Harriet Parsons. All three produced key titles in the cycle of film noir that emerged during this period. Publicity that emphasized their work behind the scenes on these productions was part of broader attempts to cultivate a female audience for film noir. Marketing campaigns suggested that ‘gal producers’ catered to unconventional feminine appetites for criminality and violence, all the while celebrating their ascendance in the traditionally male-dominated profession of producer. Such profiles would have been particularly appealing to female moviegoers during the Second World War, when many women held jobs previously dominated by men, and in the immediate postwar period when they sought to retain those lucrative positions

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