Branded Entertainment and Cinema: The Marketisation of Italian Film

The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers.

From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the ...