| Description |
1 online resource (288 pages) : illustrations |
| Contents |
Foreword / Janet Wasko -- Introduction / Nolwenn Mingant, Cecilia Tirtaine, Joel̈ Augros -- 'My job is to find the right signals at the right moment for the right people' : An interview with Benoit̂ Meĺy / Laurent Creton and Nolwenn Mingant -- I. MARKETING AND FILM CULTURE -- 'There simply isn't one-shape-fits-all for film' : An interview with Michael Williams-Jones / Nolwenn Mingant -- And Tom Cruise Climbed the Burj Khalifa, or How Marketing Shapes Hollywood Film Production / Nolwenn Mingant -- 'My Big Fat Life in Ruins' : Marketing Greekness and the contemporary US independent film / Yannis Tzioumakis and Lydia Papadimitriou -- Carry On Laughing : Selling English humour in France / Cecilia Tirtaine and Joel̈ Augros -- Hearing Voices : Dubbing and marketing in the Ice Age series, a case study / Nolwenn Mingant -- Hollywood in China : Continuities and disjunctures in film marketing / Michael Curtin, Wesley Jacks and Yongli Li -- Film Marketing in Nollywood : A case study / Alessandro Jedlowski -- Marketing High Frame Rate in The Hobbit Trilogy : A spectacular case of promoting and un-promoting new cinema technology / Miriam Ross -- Niche Marketing in Peru : An interview with Claudia Zavaleta / Nolwenn Mingant -- II. MARKETING FOR AND BY THE CONSUMER -- Leaked Information and Rumours : The buzz effect, a case study / Joel̈ Augros -- Brave New Films, Brave New Ways : The internet and the future of low- to no budget film distribution and marketing / Hayley Trowbridge -- Between Storytelling and Marketing, the SocialSamba Model : An interview with Aaron Williams / Nolwenn Mingant -- Promoting in Six Seconds : New advertising strategies using the video social network Vine in Spain, a case study / Javier Lozano Delmar and Jose ́Antonio Munĩz-Velaźquez -- Piracy and Promotion : Understanding the double-edged power of crowds / Ramon Lobato -- Marketing Bait (2012) : Using smart data to identify e-guanxi among China's 'Internet Aborigines' / Brian Yecies, Jie Yang, Matthew Berryman and Kai Soh -- From Marketing to Performing the Market : The emerging role of digital data in the independent film business / Michael Franklin, Dimitrinka Stoyanova Russell and Barbara Townley -- POSTSCRIPT : THE INVISIBLE SIDE OF BUSINESS : B-TO-B MARKETING -- Marketing the 'Avatar Revolution', or How to Sell Digital Technology to Exhibitors / Kira Kitsopanidou -- 'It's Africa. It's Arizona. It's Antarctica. It's Afghanistan. Actually, it's Alberta' : Marketing locations to film producers / Ben Goldsmith |
| Summary |
How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; description from resource and publisher's metadata (viewed on 25 September 2020) |
| Subject |
Motion pictures -- Marketing
|
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Motion pictures -- Internet marketing.
|
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Film, TV & radio.
|
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Motion pictures -- Internet marketing
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Motion pictures -- Marketing
|
| Form |
Electronic book
|
| Author |
Tirtaine, Cecilia, author
|
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Augros, Joel̈, author
|
| ISBN |
9781838711771 |
|
1838711775 |
|
