Evaluating the impact of an integrated supply chain on the process of marketing European feature films

The film industry in Europe is characterised by a fragmented supply chain. The film market is historically dominated by films from the United States, leaving little room for other national cinemas. In this context, film marketing suffers from the same illness as the rest of the industry in that US companies enjoy dominance over the market. This thesis provides an historical analysis of the film industry and inherent marketing practices in order to explore the interplay between supply chain management and the film marketing mix. In particular, the thesis draws upon relational concepts of trust and exchange relationships,b ringing marketing approaches in the field from macro and micro levels to a multi level analysis involving micro, macro and meso level considerations. Drawing on an empirical case study, documentary analysis, policy analysis and participant observation,t he thesis reveals that supply chain management is necessary in order to create an environment conducive to the formulation of an appropriate film marketing mix. It shows that there is interdependency between the market structure and the individual choices which marketers can make in formulating the mix. In response to the constraints of the current market structure, supply chain management offers independent film marketers a method of improving the chances of success for their films in the market. Integrated supply chains can facilitate a development of relationships leading to enhanced trust. The existence of such trust has been shown to increase understanding and the flow of information between the members of the supply chain which in turn ensures consistency in the marketing offering. This thesis contributes to the current film marketing literature by bridging the gap between the overtly contextual explanations of the domination of the film industry by Hollywood with individualistic explanations of marketing strategies which fail to recognise contextual elements. This research has policy implications at regional, national and supra national levels. Namely, it would seem beneficial for policy makers to concentrate on building relationships between film industry professionals in order to develop levels of trust and mutual understanding. In this way, virtual rather than vertical supply chains can be created within the film industry

Painting equality : female artists as cultural entrepreneurial marketers

Purpose &ndash; There is growing interest by marketers in historical accounts that paint early female artists as entrepreneurial marketers. The purpose of this paper is to challenge the traditional view of entrepreneurship to incorporate a feminist theory of cultural entrepreneurship by considering the role of two female artists.Design/methodology/approach &ndash; Using calls for historical research and new methods of enquiry in marketing, this paper traces early female artists and applies modern entrepreneurial theory to their marketing methods to identify their innovation, adaptability to change and planned marketing approach.Findings &ndash; The paper suggests that entrepreneurial marketing is fused with the artists&rsquo; persona resulting in their celebrated status being widely recognised. It contributes an important fresh body of knowledge to the wider entrepreneurship debate by offering a new model of cultural entrepreneurial marketing. The three concepts of innovation, adaptability and marketing approach have not previously been applied to link women artists as entrepreneurs, however, this article argues that there is plenty of evidence to do so.Research limitations/implications &ndash; While these artists are Australian (which could be seen to be a limitation), the art market is indeed international. In this respect, these artists join a longer international history as producers and consumers involved in entrepreneurial organisations from early days.Originality/value &ndash; The artists&rsquo; significance falls within the context of emerging modernism, feminism and cultural identity during the 1920s and 1930s in Sydney, Australia. It is combined with and explains the actions and the success of two female artists&rsquo; unusual marketing approach. It is of value to readers interested in historical context regarding equality in the visual arts. <br /

'Discourse AND Figure': Learning through visual regimes of signification

Arts marketing has been dominated by considerations of how the arts can &lsquo;do marketing'. With the additional interest in creativity in business (Bilton, 2006, Fillis, 2002), this conceptual paper questions why, when the profession it shadows is so sophisticated in its visual literacy, visual thinking remains overlooked as a site of professional practice within the discipline of marketing. In order to illustrate this, the authors consider the potential of visual practics within the context of assembling poster presentation. This conceptual paper has implications for arts marketing practice and marketing education

From Modernism to Populism – art as a discursive mirror of the nation brand

Purpose This purpose of this paper is to examine the role played by the visual arts in expressing and shaping the nation brand. In doing so, it establishes the centrality of visual discourse in nation branding; illustrating that discursive strategies can directly alter the nation brand’s perception. Design/ methodology/ approach This single case study drawing on depth interviews, field observation and secondary/historical material, applies mediated discourse analysis and critical discourse analysis to capture a transitional period in the cultural policies and nation branding rhetoric across a timeframe of 60 years. Findings This study establishes the visual arts as a significant carrier of meaning reflecting changes in national discourse. This analysis illustrates that publicly supported visual arts can articulate policy aspirations and provide insight into the power of competing national discourse which co-exists, thereby shaping the internal and external nation brand. Practical implications The paper establishes visual arts as central to expressing national identity and policy and a tool for examination of national identify and policy. More broadly, the paper establishes public support for the (visual) arts as central to organic and inorganic nation branding projects providing insight for those engaged in such campaigns to prioritize arts funding

The art of branding − lessons from visual artists

Purpose The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from visual artists and the art mechanism that connects them, the paper reveals how artists and art professionals foster various types of capital (social, cultural, symbolic) as a way of developing a brand name, ensuring longevity in the field, and gaining financial value on the market. Design/methodology/approach As a conceptual paper, the authors draw on a range of published works as well as examples from the world of visual arts in order to provide fresh theoretical insight into how branding in the arts may be applied to other industries. Findings The key findings are the importance of the consideration of the development and nurturing of social and cultural capital in developing brand identity. Additionally, visual art brands are required to be innovative and dynamic, and lessons learned regarding these processes have relevance for mainstream brands. The paper also found that creativity is often collective and that looking to methods for developing work in the visual arts can be utilised by brand managers more broadly in the age of social media and user generated content. Originality/value This paper follows on the developing body of work, which indicates what mainstream business can learn from looking at the visual arts. The paper highlights the collective nature of creativity in building the art brand as well as the importance of non-economic measures of value in the realm of branding

Theorising digital personhood: a dramaturgical approach

This paper reports on findings from a study which investigates our digital identities. Through examination of the process of constructing biographical films derived from users’ social media (SM) data, we progress understanding of the digital self. Building on dramaturgical understandings of performance of self, we challenge the dominant views which argue that SM users operating as their ‘authentic selves’ can be empowered by having the potential for contemporaneous multiple selves. Through the introduction of the concepts of SM leakage and multiple temporal selves, we note the challenge of living with these digital self-representations which are sustained over time. We propose strategies for dealing with temporal shifts, as well as dispensing with the notion of the separation of these selves

'Warhol': 'Celebritisation' as Human Branding

During his life and after his death, Andy Warhol was synonymous in arts circles with controversy and celebrity. In 1971 David Bowie sang "Andy Warhol, silver screen!" Warhol was the &lsquo;pope of pop' and his iconic status continues to this day, long after his untimely death in 1987. The 1960s, that incipient era of McLuhan and the febrile mass-media eco-system, saw his visionary work transform our understanding of aesthetics, authenticity and art situated in the material culture of the everyday. Like others before him, he reminds us that the institutionalized gaze is dangerously myopic and disenfranchising. In this paper we draw on published accounts of Warhol's career and his rise to fame as the basis of developing an account of human branding as &lsquo;celebritisation'. In doing so, we draw on consumer research, studies of celebrity and fame and published texts on Warhol's work and life

Crazy Rich Asians: A tale of immigration, globalization and consumption in East Asia

We review the 2018 film Crazy Rich Asians in order to highlight its relevance for debates on immigration, globalization and consumption. In doing so, we argue that a new model of immigration for East Asians, distant and distinct from the American Dream, a “pull yourself up by the bootstraps” narrative infused with an Asian ethic, is being valorized in the film. We also illuminate the complexities of East Asian representation on screen, as evidenced by varying receptions to the film in America and in various regions of Asia. And, finally, we note that while the film celebrates excess in consumption on the surface, in the film, critiques of this orientation are manifest as well. Overall, we see the film to be a harbinger of new frontiers in global blockbusters, ushering in an era where the values depicted on screen are no longer solely dominated by an American orientation

Student Loneliness: The Role of Social Media Through Life Transitions

The move to university can be difficult for students- a transition often characterised by a risk of loneliness and poor mental health. Previous work highlights the important role social media can play in this transition. We report findings from a large-scale survey of 510 first year un-dergraduates across the UK, identifying factors that predict student loneliness, and exploring their social media use. Higher levels of social capital, induction satisfaction, and sense of community are significantly associated with lower levels of loneliness. Conversely, those reporting a more ‘liminal self’- the desire to edit and reinvent yourself online - experience greater loneliness- with an indirect relationship between online social information seeking and loneliness, through social capital. We surmise that being ‘true to yourself’ online is important when starting university, and that social media can be a useful tool in facilitating offline relationships and maintaining ties to old friends