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 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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
