The cinema of the GDR has seen a steep rise in popularity since German unification. DEFA is now a popular “brand,” with its films being omnipresent on television, in movie theaters, and on DVD, Blu-ray, and online streaming video. Reasons for this success are located in the current infrastructure of DEFA cinema. Since 1999, DEFA-Stiftung, Progress Filmverleih, and Icestorm Entertainment have (re-)introduced the GDR’s cinematic legacy to German culture, where audiences embrace the new media as reminders of a bygone time.This is an author's peer-reviewed final manuscript, as accepted by the publisher. The article is copyrighted by the Board of Regents of the University of Wisconsin System and published by the University of Wisconsin Press. It can be found at: http://mon.uwpress.org/.Keywords: East Germany, Marketing, German cinem
