BRAND HOLLYWOOD: SELLING ENTERTAINMENT IN A GLOBAL MEDIA AGE
by PAUL GRAINGE
Out now from Routledge.
Paperback: 18.99 GBP
http://www.routledgemedia.com/books/Brand-Hollywood-isbn9780415354059
http://www.amazon.co.uk/Brand-Hollywood-Selling-Entertainment-Global/dp/
0415354056/ref=sr_1_1?ie=UTF8&s=books&qid=1197465349&sr=1-1
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 approaches 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.
Contents
Introduction: Entertainment Economies
Part I: Brand Culture
1. The Cultural Economy of Branding
2. Media Branding and the Entertainment Complex
Part II: Brand Logos
3. Studio Logos and the Aesthetics of Memory and Hype
4. Dolby and the Unheard History of Technical Trademarks
Part III: Brand Spectacle
5. Licensing the Library: Of Archives and Animation
6. The Sustained Event: Branding Fantasies and the Corporate
Blockbuster
7. 'The World is Our Audience': Branding Entertainment Space
Conclusion: Total Entertainment
Dr Paul Grainge
Associate Professor
Institute of Film and Television Studies
School of American and Canadian Studies
University of Nottingham NG7 2RD
UK
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