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Published in:
2018 | OriginalPaper | Chapter
3. Extending the Yellow Brick Road: More Books and a Technicolor Rainbow
Authors : Kent Drummond, Susan Aronstein, Terri L. Rittenburg
Published in: The Road to Wicked
Publisher: Springer International Publishing
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Abstract
This chapter begins by examining the ways in which Baum’s publishers and heirs sought to continue Oz after his death. By hiring Ruth Plumly Thompson to continue the series, they provided consumers with new Oz products and then assiduously marketed Oz through contests, clubs, and promotional plays and radio productions. We then move to discuss the legal battle between Baum’s oldest son, Frank Joslyn Baum, and his publishers, Reilly & Lee, over the ownership (and the future) of Oz. Finally, we offer an in-depth examination of the production, promotion, and consumption of MGM’s 1939 technicolor musical spectacle, The Wizard of Oz.