Brand Hollywood: Selling Entertainment in a Global Media Age

by Paul Grainge

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0415354056
• ISBN13: 9780415354059
• Release Date: October 2007
• Publisher: Routledge
• Length: 224 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.4" x 6.4" x 9.1"