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 trendy blockbuster economic climate. In a wide-ranging research targeting businesses reminiscent of Disney, Dolby, Paramount, New Line and, specifically, Warner Bros., Brand Hollywood offers the 1st sustained exam of the will-to-brand within the modern motion picture enterprise. Outlining adjustments within the advertising and marketing and media atmosphere in the course of the Nineteen Nineties and 2000s, Paul Grainge explores how the common sense of branding has propelled particular forms 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 advance 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 approach drawn from movie reports, cultural reports and ads and media stories, Brand Hollywood demonstrates the complexities of promoting leisure within the international media second, delivering a clean and interesting standpoint on branding’s value for advertisement movie and the economic tradition from which it's produced.
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