Brand Hollywood
Grainge, Paul
Sold by Phatpocket Limited, Waltham Abbey, HERTS, United Kingdom
AbeBooks Seller since 28 April 2005
Used - Soft cover
Condition: Used - Good
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Add to basketSold by Phatpocket Limited, Waltham Abbey, HERTS, United Kingdom
AbeBooks Seller since 28 April 2005
Condition: Used - Good
Quantity: 1 available
Add to basketYour purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions.
Seller Inventory # Z1-H-031-01545
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.
Paul Grainge is Associate Professor of Film Studies at the University of Nottingham. He is the author of Monochrome Memories: Nostalgia and Style in Retro America (2002), the editor of Memory and Popular Film (2003), and co-author of Film Histories: An Introduction and Reader (2007).
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