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Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Cinema industry
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Promotional Screen Industries (Hardcover)
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Promotional Screen Industries (Hardcover)
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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 screen work. Through interview-based fieldwork
with companies and practitioners based in the UK, US and China,
Promotional Screen Industries encourages us to see promotion as a
professional and creative discipline with its own opportunities and
challenges. Outlining how shifts in the digital media environment
have unsettled the boundaries of 'promotion' and 'content', the
authors provide new insight into the sector, work, strategies and
imaginaries of contemporary screen promotion. With case studies on
mobile communication, television, film and live events, this timely
book offers a compelling examination of the industrial
configurations and media forms, such as ads, apps, promos,
trailers, digital shorts, branded entertainment and experiential
media, that define promotional screen culture at the beginning of
the twenty-first century.
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