As Hollywood shifts towards the digital era, the role of the media
franchise has become more prominent. This edited collection, from a
range of international scholars, argues that the franchise is now
an integral element of American media culture. As such, the
collection explores the production, distribution and marketing of
franchises as a historical form of media-making - analysing the
complex industrial practice of managing franchises across
interconnected online platforms. Examining how traditional media
incumbents like studios and networks have responded to the rise of
new entrants from the technology sector (such as Facebook, Apple,
Amazon, Netflix and Google), the authors take a critical look at
the way new and old industrial logics collide in an increasingly
fragmented and consolidated mediascape.
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