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From 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...

From 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...

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. "Promotional Screen Industries" is the first book to explore the sector responsible for this thriving area of media production.

In a wide-ranging analysis, Paul Grainge and Catherine Johnson explore the intermediaries advertising agencies, television promotion specialists, movie trailer houses, digital design companies that compete and collaborate in the fluid, fast-moving world of promotional...

Through a series of engaging and interlinked case studies on the news magazine, Hollywood film, brand advertising, and movie colorization, this volume examines the resurgence of the black and white image in the 1990s. At a time when American culture was undergoing both diversification and demystification, the black and white image became the expression of nostalgia as a cultural style and was strategically used in the media to visualize a sense of American memory, heritage, and identity. Challenging the current definition of nostalgia as a mood connected to longing and loss, the author...

Arranged chronologically, Film Histories is a wide-ranging anthology that covers the history of film from 1885 to the present. Each chapter contains an introduction by the editors on key developments within the respective period, followed by a classic piece of historical research about that period. Various approaches to film history are taken by the authors of the articles, exposing readers to different forms of historical research. Topics include: the history of audiences, exhibition, marketing, censorship, aesthetic history, political history, and historical reception...

Arranged chronologically, Film Histories is a wide-ranging anthology that covers the history of film from 1885 to the present. Each chapter contains an introduction by the editors on key developments within the respective period, followed by a classic piece of historical research about that period. Various approaches to film history are taken by the authors of the articles, exposing readers to different forms of historical research. Topics include: the history of audiences, exhibition, marketing, censorship, aesthetic history, political history, and historical reception...

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. Promotional Screen Industries is the first book to explore the sector responsible for this thriving area of media production.

In a wide-ranging analysis, Paul Grainge and Catherine Johnson explore the intermediaries - advertising agencies, television promotion specialists, movie trailer houses, digital design companies - that compete and collaborate in the fluid, fast-moving world...