Brand Hollywood

Author : Paul Grainge
Publisher : Routledge
Page : 224 pages
File Size : 40,8 Mb
Release : 2007-10-31
Category : Performing Arts
ISBN : 9781134258970

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Brand Hollywood by Paul Grainge Pdf

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.

Author : Peter M. Catapano
Publisher : Routledge
Page : 166 pages
File Size : 46,6 Mb
Release : 2018-01-31
Category : Social Science
ISBN : 9781351183246

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The Hollywood Brand by Peter M. Catapano Pdf

The Hollywood Brand traces the development of the moving picture from its humble roots as an object of mass amusement to its transformation into an art form worthy of exhibition in museums and academic study in leading universities. This book provides historical context to the ideas that coalesce to create the iconic Hollywood brand that comes to define American identity.

Author : Paul Grainge
Publisher : Routledge
Page : 293 pages
File Size : 52,6 Mb
Release : 2007-10-31
Category : Performing Arts
ISBN : 9781134258963

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Brand Hollywood by Paul Grainge Pdf

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.

Author : Thomas Elsaesser
Publisher : Routledge
Page : 677 pages
File Size : 46,5 Mb
Release : 2012-05-22
Category : Performing Arts
ISBN : 9781136519475

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The Persistence of Hollywood by Thomas Elsaesser Pdf

While Hollywood’s success – its persistence – has remained constant for almost one hundred years, the study of its success has undergone significant expansion and transformation. Since the 1960s, Thomas Elsaesser’s research has spearheaded the study of Hollywood, beginning with his classic essays on auteurism and cinephilia, focused around a director’s themes and style, up to his analysis of the "corporate authorship" of contemporary director James Cameron. In between, he has helped to transform film studies by incorporating questions of narrative, genre, desire, ideology and, more recently, Hollywood’s economic-technological infrastructure and its place within global capitalism. The Persistence of Hollywood brings together Elsaesser’s key writings about Hollywood filmmaking. It includes his detailed studies of individual directors (including Minnelli, Fuller, Ray, Hitchcock, Lang, Altman, Kubrick, Coppola, and Cameron), as well as essays charting the shifts from classic to corporate Hollywood by way of the New Hollywood and the resurgence of the blockbuster. The book also presents a history of the different critical-theoretical paradigms central to film studies in its analysis of Hollywood, from auteurism and cinephilia to textual analysis, Marxism, psychoanalysis, and post-industrial analysis.

Author : Steven Cohan
Publisher : Oxford University Press
Page : 432 pages
File Size : 52,9 Mb
Release : 2018-10-04
Category : Performing Arts
ISBN : 9780190865801

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Hollywood by Hollywood by Steven Cohan Pdf

The backstudio picture, or the movie about movie-making, is a staple of Hollywood film production harking back to the silent era and extending to the present day. What gives backstudios their coherence as a distinctive genre, Steven Cohan argues in Hollywood by Hollywood, is their fascination with the mystique of Hollywood as a geographic place, a self-contained industry, and a fantasy of fame, leisure, sexual freedom, and modernity. Yet by the same token, if backstudio pictures have rarely achieved blockbuster box-office success, what accounts for the film industry's interest in continuing to produce them? The backstudio picture has been an enduring genre because, aside from offering a director or writer a chance to settle old scores, in branding filmmaking with the Hollywood mystique, the genre solicits consumers' strong investment in the movies. Whether inspiring the "movie crazy" fan girls of the early teens and twenties or the wannabe filmmakers of this century heading to the West Coast after their college graduations, backstudios have given emotional weight and cultural heft to filmmaking as the quintessential American success story. But more than that, a backstudio picture is concerned with shaping perceptions of how the film industry works, with masking how its product depends upon an industrial labor force, including stardom, and with determining how that work's value accrues from the Hollywood brand stamped onto the product. Cohan supports his well theorized and well researched claims with nuanced discussions of over fifty backstudios, some canonical and well-known, and others obscure and rarely seen. Covering the hundred-year timespan of feature length film production, Hollywood by Hollywood offers an illuminating perspective for considering anew the history of American movies.

Author : GURMEET SINGH DANG
Publisher : GURMEETWEB TECHNICAL LABS
Page : 82 pages
File Size : 55,6 Mb
Release : 2024-06-06
Category : Fiction
ISBN : 9789359750057

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Hollywood eBook by GURMEET SINGH DANG Pdf

Author : Lara Herring
Publisher : Taylor & Francis
Page : 245 pages
File Size : 44,8 Mb
Release : 2024-03-18
Category : Business & Economics
ISBN : 9781040002261

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Hollywood and China in the Post-postclassical Era by Lara Herring Pdf

This book examines the contemporary relationship between Hollywood and China as case studies that help to define a new era in Hollywood film industry, style, and economics, which is termed the ‘post‐postclassical’ period. Centred around a case study of Legendary Entertainment, the analysis shows how the studio adopted and adapted its global strategies in order to gain access to and favour within the Chinese film market, and how issues of censorship and financial performance affected the choices they made. Demonstrating Legendary’s identity as a ‘post‐postclassical’ studio and examining how this plays into its China‐strategy, this book explores how this particular case and the necessary analysis of wider political economic relations offer a periodisation of the contemporary Hollywood‐China relationship. This book will interest students and scholars of media and film studies, as well as academics whose research interests include global cinema, Hollywood, Chinese cinema, transnational cinema, and film industry studies.

Author : James L. Hirsen
Publisher : Crown Forum
Page : 290 pages
File Size : 52,9 Mb
Release : 2006
Category : Social Science
ISBN : 9781400081936

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Hollywood Nation by James L. Hirsen Pdf

In an updated study, a conservative spokesperson and author of Tales from the Left Coast offers an insightful look at how the line between news and entertainment has become blurred, as well as how the situation has allowed the liberal media to present their political views within entertainment product. Reprint. 15,000 first printing.

Author : Aynne Kokas
Publisher : Univ of California Press
Page : 268 pages
File Size : 42,9 Mb
Release : 2017-01-31
Category : BUSINESS & ECONOMICS
ISBN : 9780520294028

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Hollywood Made in China by Aynne Kokas Pdf

"In a race to capture new audiences, Hollywood moguls began courting Chinese investors to create branded entertainment on an international scale--from behemoth theme parks to blockbuster films--after China's 2001 World Trade Organization entry. Hollywood Made in China examines this compelling dynamic, where the distinctions between Hollywood's "Dream Factory" and the "Chinese Dream" of global influence become increasingly blurred. What is revealed illuminates how China's influence is transforming the global media industries from the inside out"--Provided by publisher.

Author : Jonathan Stubbs
Publisher : Bloomsbury Publishing USA
Page : 224 pages
File Size : 54,8 Mb
Release : 2019-02-21
Category : Performing Arts
ISBN : 9781501305849

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Hollywood and the Invention of England by Jonathan Stubbs Pdf

Drawing on new archival research into Hollywood production history and detailed analysis of individual films, Hollywood and the Invention of England examines the surprising affinity for the English past in Hollywood cinema. Stubbs asks why Hollywood filmmakers have so frequently drawn on images and narratives depicting English history, and why films of this type have resonated with audiences in America. Beginning with an overview of the cultural interaction between American film and English historical culture, the book proceeds to chart the major filmmaking cycles which characterise Hollywood's engagement with the English past from the 1930s to the present, assessing the value of English-themed films in the American film industry while also placing them in a broader historical context.

Author : Brett L. Abrams
Publisher : McFarland
Page : 257 pages
File Size : 50,5 Mb
Release : 2014-11-21
Category : Performing Arts
ISBN : 9780786482474

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Hollywood Bohemians by Brett L. Abrams Pdf

Between 1917 and 1941, Hollywood studios, gossip columnists and novelists featured an unprecedented number of homosexuals, cross-dressers, and adulterers in their depictions of the glamorous Hollywood lifestyle. Actress Greta Garbo defined herself as the ultimate serial bachelorette. Screenwriter Mercedes De Acosta engaged in numerous lesbian relationships with the Hollywood elite. And countless homosexual designers brazenly picked up men in the hottest Hollywood nightclubs. Hollywood's image grew as a place of sexual abandon. This book demonstrates how studios and the media used images of these sexually adventurous characters to promote the industry and appeal to the prurient interests of their audiences.

Author : Alexander Gutzmer
Publisher : Routledge
Page : 174 pages
File Size : 42,9 Mb
Release : 2014-04-24
Category : Architecture
ISBN : 9781135072582

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Brand-Driven City Building and the Virtualizing of Space by Alexander Gutzmer Pdf

This book is an investigation of the cultural phenomenon of branding and its transformational effects on the contemporary spatial – and urban – reality. It develops a novel understanding of the rationale behind the construction of large-scale architectural complexes that relate to corporate brands, and of its tremendous cultural effects. The author suggests that what we see today is the creation of "global mass ornaments", of a thorough ornamentalization of the entire globe. The origins of this are discussed with regard to examples of corporate brand-building from Europe and China (Autostadt Wolfsburg, BMW Welt Munich and Anting New Town). Additional cases are several simulated spaces in Berlin and the space-branding activities of companies like Apple or Prada. Theoretically, the author develops an innovative poststructuralist framework, combining ideas from Gilles Deleuze with the space philosophy of Peter Sloterdijk. He analyzes how the corporate redefinition of space makes the city enter into a mode of virtual urbanity. This idea leads to a notion of a "global urban" and, ultimately, the "global mass ornament". This concept of a global mass ornament is developed here with reference to Sloterdijk’s concept of a world of "spheres". The latter is used to understand the new mode of spatiality of mediatized spaces. The book makes the point that our world is involved in a process of mass ornamentalization that has only just begun. The concept of the global mass ornament is the first to come to grips with a culture in which branding is effectively changing the physiognomy of the earth. The global mass ornament is a banner for a cultural transformation that employs architecture, sign theory and mechanisms borrowed from traditional advertising and from social media, as well as social processes – and that we have yet to properly understand. This book is a significant step forward in this respect.

Author : Mary Harrod
Publisher : Springer Nature
Page : 314 pages
File Size : 49,9 Mb
Release : 2021-05-24
Category : Performing Arts
ISBN : 9783030709945

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Heightened Genre and Women's Filmmaking in Hollywood by Mary Harrod Pdf

Despite the widely publicised prejudice faced by women in Hollywood, since around 1990 a significant minority of female directors have been making commercially and culturally impactful films there across the full range of genres. This book explores movies by filmmakers Amy Heckerling, Nora Ephron, Nancy Meyers, Catherine Hardwicke, Sofia Coppola, Kimberly Peirce, Kathryn Bigelow and Greta Gerwig, including many which are still critically neglected or derided, seeing them as offering a new understanding of genre filmmaking. That is, like many other contemporary films but in a striking proportion within the smaller set of mainstream movies by women, this body of work revels in a heightened genre status that allows its authors to simultaneously address ‘intellectual’ cinephilic pleasures and bodily-emotive ones. Arguing through close analysis that these films demonstrate the inseparability of such strategies of engagement in contemporary genre cinema, Heightened Genre reclaims women’s mainstream filmmaking for feminism through a recalibration of genre theory itself.

Author : Emma French
Publisher : Univ of Hertfordshire Press
Page : 248 pages
File Size : 51,6 Mb
Release : 2006
Category : Performing Arts
ISBN : 1902806514

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Selling Shakespeare to Hollywood by Emma French Pdf

Filmed Shakespeare criticism has largely centred on aesthetic critiques of filmic devices, or on comparisons between the film and the source text. Employing a new angle, this book explores the reasons why contemporary filmed Shakespeare prompts cultural anxiety about high-culture adaptation.

Author : George Rossolatos (Hrsg.)
Publisher : kassel university press GmbH
Page : 47 pages
File Size : 49,6 Mb
Release : 2015-11-09
Category : Communication
ISBN : 9783737600422

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Handbook of Brand Semiotics by George Rossolatos (Hrsg.) Pdf

Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics