Harnessing Hollywood Hype: Film Marketing Meets the Challenges and Opportunities of the 21st Century

Marketing is a vital commercial activity and source of competitive advantage within the Hollywood film industry, serving to create, circulate and translate symbolic meaning around a film and its ancillary products, construct and target key audience segments, guide audience expectations and viewing choices, and mitigate financial risk. Marketers thus play an increasingly central role in all stages of the filmmaking process. To examine the often overlooked structures and practices of Hollywood’s marketing arm, this study adopts a media industry studies approach, employing interviews, fieldwork, and textual analysis to explore the social, technological, organizational, economic, and spatial forces that shape the contemporary context of Hollywood marketing materials’ creation. In the early 21st century, Hollywood studios face profound challenges and opportunities wrought by the dual forces of globalization and digitization. In response, marketers have developed a novel view of their audience: as increasingly global and empowered. Globalization and digitization are thus treated as centrifugal forces, diffusing production and meaning-making capabilities across geographic space and media platforms, and threatening the centralized control traditionally held by Hollywood studios. Marketers are incentivized to embrace these decentralizing forces and the cultural labor now provided by third party marketing agencies, international distributors, and audiences. However, Hollywood studios’ institutional inertia, risk aversion, and inclination to maintain firm control of their marketing messages and intellectual property preclude a whole-hearted embrace of these changes. Studio marketers thus act with deep ambivalence toward these outside players, attempting to capitalize on their cultural labor while simultaneously acting to circumscribe their power

The Cowl - v.81 - n.6 - Oct 20, 2016

The Cowl - student newspaper of Providence College. Vol 81 - No. 6 - October 20, 2016. 24 pages

The Cowl - v.81-n.24 - May 4, 2017

The Cowl - student newspaper of Providence College. Volume 81, Number 24 - May 4, 2017. 32 pages

Santa Clara Review, vol. 105, no. 1

https://scholarcommons.scu.edu/sc_review/1019/thumbnail.jp

Increasing Access to Food: A Comprehensive Report on Food Supply Options

Access to food is one of the most important aspects of a healthy, sustainable community. Grocery stores and other suppliers can serve as an economic anchor to provide social benefits to communities. Unfortunately, many communities do not have convenient and/or affordable access to grocery items, particularly fresh produce. As part of Virginia Commonwealth University\u27s Fall 2019 graduate course on Urban Commercial Revitalization, class members researched 13 retail and other food access options, which are described in this report. Each chapter covers a food access option and provides basic information that will be useful to individuals, organizations, or government agencies that wish to attract and/or develop grocery operations in their communities

I Love You 3000 : Marvel Studios, Fandom, and their Symbiotic Relationship

Senior Project submitted to The Division of Arts of Bard College

The Daily Texan

Texas Student Medi

Spartan Daily, May 9, 2013

Volume 140, Issue 52https://scholarworks.sjsu.edu/spartandaily/1419/thumbnail.jp