Selling Entertainment in a Global Media Age
By (author) Paul Grainge
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Brand Hollywood by Paul Grainge
Book DescriptionFrom the growth in merchandising and product placement to the rise of the movie franchise, branding has become central to the modern blockbuster economy. In a wide-ranging analysis focusing on companies such as Disney, Dolby, Paramount, New Line and, in particular, Warner Bros., Brand Hollywood provides the first sustained examination of the will-to-brand in the contemporary movie business. Outlining changes in the marketing and media environment during the 1990s and 2000s, Paul Grainge explores how the logic of branding has propelled specific kinds of approach to the status and selling of film. Analyzing the practice of branding, the poetics of corporate logos, and the industrial politics surrounding the development of branded texts, properties and spaces - including franchises ranging from Looney Tunes to Lord of the Rings and Harry Potter to The Matrix - Grainge considers the relation of branding to the emergent principle of 'total entertainment'. Employing an interdisciplinary method drawn from film studies, cultural studies and advertising and media studies, Brand Hollywood demonstrates the complexities of selling entertainment in the global media moment, providing a fresh and engaging perspective on branding's significance for commercial film and the industrial culture from which it is produced.
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Book DetailsISBN: 9780415354042
(234mm x 156mm x 14mm)
Publisher: Taylor & Francis Ltd
Publish Date: 1-Nov-2007
Country of Publication: United Kingdom
Books By Author Paul Grainge
Ephemeral Media, Paperback (October 2011)
Ephemeral Media explores the practices, strategies and textual forms helping producers negotiate a fast-paced mediascape. Examining dynamics of brevity and evanescence in the television and new media environment, this book provides a new perspective on the transitory, and transitional, nature of screen culture in the early twenty-first century.
Film Histories, Paperback (January 2007)
A wide-ranging introduction to film history, this anthology covers the history of film from 1895 to the present day.
Memory and Popular Film, Paperback (April 2003)» View all books by Paul Grainge
"Memory and Popular Film" uses memory as a specific framework for the cultural study of film. Taking Hollywood as its focus, the text provides a sustained, interdisciplinary perspective on memory and film, from early cinema to the present.
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Author Biography - Paul Grainge
Paul Grainge is Associate Professor of Film Studies at the University of Nottingham. He is the author of Monochrome Memories: Nostalgia and Style in Retro America (2002), the editor of Memory and Popular Film (2003), and co-author of Film Histories: An Introduction and Reader (2007).
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