Hollywood Online provides a historical account of motion picture
websites from 1993 to 2008 and their marketing function as
industrial advertisements for video and other media in the digital
age. The Blair Witch Project is the most important example of
online film promotion in cinema history. Over the last thirty years
only a small number of major and independent distributors have
converted internet-created buzz into box-office revenues with
similar levels of success. Yet readings of how the film’s
internet campaign broke new ground in the summer of 1999 tend to
minimize, overlook or ignore the significance of other online film
promotions. Similarly, claims that Blair initiated a cycle of
imitators have been repeated in film publications and academic
studies for more than two decades. This book challenges three major
narratives in studies about online film marketing: Hollywood’s
major studios and independents had no significant relationship to
the internet in the 1990s; online film promotions only took off
after 1999 because of Blair; and Hollywood cashed-in by initiating
a cycle of imitators and scaling up corporate activities online.
Hollywood Online tests these assumptions by exploring internet
marketing up to and including the film’s success online
(Pre-Blair, 1993-9), then by examining the period immediately after
Blair (Post-Blair, 2000-8) which broadly coincides with the rise
and decline of DVD, as well as the emergence of the social media
sites MySpace, Facebook and Twitter.
General
Imprint: |
Bloomsbury Academic USA
|
Country of origin: |
United States |
Release date: |
April 2024 |
Authors: |
Ian London
|
Dimensions: |
229 x 152mm (L x W) |
Format: |
Hardcover
|
Pages: |
256 |
ISBN-13: |
978-1-5013-3775-8 |
Categories: |
Books
|
LSN: |
1-5013-3775-0 |
Barcode: |
9781501337758 |
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