Cinema: a reflection on how the film industry promotes itself

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Abstract

Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including:

•promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions

•how industries are adapting in the digital age to attract both audiences and advertising revenue

•the evolving dialogues between ‘new consumers’ and producers and promotional industries.

Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.
Original languageEnglish
Title of host publicationPromotional culture and convergence
Subtitle of host publicationmarkets, methods, media
EditorsHelen Powell
Place of PublicationLondon
PublisherRoutledge
Pages210-229
ISBN (Electronic)9780203130322
ISBN (Print)9780415672795
Publication statusPublished - 2013

Keywords

  • convergence
  • Film
  • Branding
  • logotype

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