By Paul Grainge

From the expansion in advertising and product placement to the increase of the motion picture franchise, branding has develop into vital to the fashionable blockbuster economic climate. In a wide-ranging research targeting businesses corresponding to Disney, Dolby, Paramount, New Line and, specifically, Warner Bros., Brand Hollywood presents the 1st sustained exam of the will-to-brand within the modern motion picture company. Outlining adjustments within the advertising and marketing and media setting through the Nineties and 2000s, Paul Grainge explores how the common sense of branding has propelled particular varieties of method of the prestige and promoting of movie. examining the perform of branding, the poetics of company emblems, 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 procedure drawn from movie experiences, cultural experiences and advertisements and media experiences, Brand Hollywood demonstrates the complexities of marketing leisure within the international media second, supplying a clean and fascinating viewpoint on branding’s value for advertisement movie and the commercial tradition from which it really is produced.

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