What is Lux Radio Theatre

Lux Radio Theatre was a radio program that remained on the air in the United States of America for more than twenty years (1934-1955). It aired radio plays which were adaptations of hit movies. Dozens of Hollywood movie stars were involved in the program, which was created by an advertiser and its agency, at the service of a sole product: Lux toilet soap. This chapter provides a discussion about the complex and costly, in terms of production, mode of advertising that were these radio plays, a unique encounter between Hollywood and advertising.