Cinema: a reflection on how the film industry promotes itself

Searle Kochberg

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

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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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