[ebooks] Renaissance Theory (The Art Seminar) by From Routledge at Arts-Photography

Description

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 lsquo;total entertainmentrsquo;. 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 brandingrsquo;s significance for commercial film and the industrial culture from which it is produced.