Brand Hollywood / Edition 1

Brand Hollywood / Edition 1

by Paul Grainge
Pub. Date:
Taylor & Francis

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Brand Hollywood / Edition 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 approach 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.

Product Details

ISBN-13: 9780415354059
Publisher: Taylor & Francis
Publication date: 11/01/2007
Edition description: New Edition
Pages: 224
Product dimensions: 6.25(w) x 9.25(h) x 0.70(d)

Table of Contents

List of illustrations     ix
Acknowledgements     xi
Introduction     1
Entertainment economies     3
Brand culture     19
The cultural economy of branding     21
Media branding and the entertainment complex     44
Brand logos     67
Studio logos and the aesthetics of memory and hype     69
Dolby and the unheard history of technical trademarks     88
Brand spectacle     107
Licensing the library: of archives and animation     109
The sustained event: branding fantasies and the corporate blockbuster     130
'The world is our audience': branding entertainment space     151
Conclusion     173
Total entertainment     175
Notes     181
Bibliography     191
Index     205

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