By Paul Grainge
From the expansion in promotion and product placement to the increase of the motion picture franchise, branding has turn into imperative to the fashionable blockbuster financial system. In a wide-ranging research targeting businesses equivalent to Disney, Dolby, Paramount, New Line and, specifically, Warner Bros., Brand Hollywood presents the 1st sustained exam of the will-to-brand within the modern motion picture company. Outlining alterations within the advertising and media atmosphere through the Nineteen Nineties and 2000s, Paul Grainge explores how the common sense of branding has propelled particular varieties of method of the prestige and promoting of movie. examining the perform of branding, the poetics of company trademarks, and the economic politics surrounding the improvement of branded texts, homes and areas - together with franchises starting from Looney Tunes to Lord of the Rings and Harry Potter to The Matrix - Grainge considers the relation of branding to the emergent precept of ‘total entertainment’.
Employing an interdisciplinary strategy drawn from movie reports, cultural experiences and advertisements and media reviews, Brand Hollywood demonstrates the complexities of promoting leisure within the international media second, supplying a clean and fascinating viewpoint on branding’s importance for advertisement movie and the economic tradition from which it truly is produced.
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Brand Hollywood: Selling Entertainment in a Global Media Age by Paul Grainge