How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era.

How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era.

With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including: The importance of arts consumption and its socio-cultural, political, and economic dimensions The impact of new technologies, platforms, and alternative artforms on the art market The importance of the aesthetic experience itself and how to research it The value of arts-based methods The art versus commerce debate The artist as entrepreneur The role of the arts marketer as market-maker This fully updated new edition covers digital trends in the arts and emerging technologies, including virtual reality, streaming services, and branded entertainment. It also broadens the scope of investigation beyond the West looking to film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, this edition of Marketing the Arts takes inspiration from the creativity inherent in current artistic practice to demonstrate a plurality of approaches and methodologies. Marketing the Arts: Breaking Boundaries is core reading for advanced undergraduate and postgraduate students studying arts marketing and management. Online resources include chapter-by-chapter PowerPoint slides and questions for class discussion.

Twenty-First-Century Hollywood looks into the contexts of studio film production in the new century in order to understand what shapes the style and content of present-day cinema. In an era dominated in box-office terms by the franchise and the family film, this book combines close textual readings and industrial analysis, illustrating why these kinds of movies are favored in the contemporary climate by producers and audiences alike. Neil Archer critically explores the narrative and aesthetic strategies at work in Hollywood’s most high-profile films, from Harry Potter, to Marvel’s Cinematic Universe, to The Lego Movie. Along the way, the book answers some often unexpected questions: Why is Hollywood nervous about flying saucers? Why might the cinematic auteur be Hollywood’s savior? And why are the most grown-up movies those made for children? As this study shows, like the films themselves, the answers to these questions are often complex and surprising.

What are the grand dynamics that drive the accumulation and distribution of capital? Questions about the long-term evolution of inequality, the concentration of wealth, and the prospects for economic growth lie at the heart of political economy. But satisfactory answers have been hard to find for lack of adequate data and clear guiding theories. In this work the author analyzes a unique collection of data from twenty countries, ranging as far back as the eighteenth century, to uncover key economic and social patterns. His findings transform debate and set the agenda for the next generation of thought about wealth and inequality. He shows that modern economic growth and the diffusion of knowledge have allowed us to avoid inequalities on the apocalyptic scale predicted by Karl Marx. But we have not modified the deep structures of capital and inequality as much as we thought in the optimistic decades following World War II. The main driver of inequality--the tendency of returns on capital to exceed the rate of economic growth--today threatens to generate extreme inequalities that stir discontent and undermine democratic values if political action is not taken. But economic trends are not acts of God. Political action has curbed dangerous inequalities in the past, the author says, and may do so again. This original work reorients our understanding of economic history and confronts us with sobering lessons for today.

Publishing alongside the world premiere of Christopher Nolan's third Batman film "The Dark Knight Rises", Will Brooker's new book explores Batman's twenty-first century incarnations. Brooker's close analysis of "Batman Begins" and "The Dark Knight" offers a rigorous, accessible account of the complex relationship between popular films, audiences, and producers in our age of media convergence. By exploring themes of authorship, adaptation and intertextuality, he addresses a myriad of questions raised by these films: did "Batman Begins" end when "The Dark Knight began? Does its story include the Gotham Knight DVD, or the 'Why So Serious' viral marketing campaign? Is it separate from the parallel narratives of the Arkham Asylum videogame, the monthly comic books, the animated series and the graphic novels? Can the brightly campy incarnations of the Batman ever be fully repressed by "The Dark Knight", or are they an intrinsic part of the character? Do all of these various manifestations feed into a single Batman metanarrative? This will be a vital text for film students and academics, as well as legions of Batman fans.

This volume explores and interrogates the shifts and changes in both government and industry-based screen policies over the past 30 years. It covers a diverse range of film industries from different parts of the world, along with the interrelationship between different localities, policy regimes and technologies/media. Featuring in-depth case studies and interviews with practitioners and policy-makers, this book provides a timely overview of government and industry’s responses to the changing landscape of the production, distribution, and consumption of screen media.

They are shot on high-definition digital cameras—with computer-generated effects added in postproduction—and transmitted to theaters, websites, and video-on-demand networks worldwide. They are viewed on laptop, iPod, and cell phone screens. They are movies in the 21st century—the product of digital technologies that have revolutionized media production, content distribution, and the experience of moviegoing itself. 21st-Century Hollywood introduces readers to these global transformations and describes the decisive roles that Hollywood is playing in determining the digital future for world cinema. It offers clear, concise explanations of a major paradigm shift that continues to reshape our relationship to the moving image. Filled with numerous detailed examples, the book will both educate and entertain film students and movie fans alike.

This is the first English-language book to provide a critical panorama of the last twenty years of Peruvian cinema. Through analysis of the nation’s diverse modes of filmmaking, it offers an insight into how global debates around cinema are played out on and off screen in a distinctive national context. The insertion of post-conflict Peru within neoliberalism resulted in widespread commodification of all areas of life, significantly impacting cinema culture. Consequently, the principal structural concept of this collection is the interplay between film production and market forces, an interaction which makes dynamism and instability the defining features of 21st-century Peruvian cinema.

The first of its kind, this study examines the exemplars of hardcore horror--Fred Vogel's August Underground trilogy, Shane Ryan's Amateur Porn Star Killer series and Lucifer Valentine's "vomit gore" films. The author begins with a definition and critical overview of this marginalized subgenre before exploring its key aesthetic convention, the pursuit of realist horror. Production practices, exhibition and marketing strategies are discussed in an in-depth interview with filmmaker Shane Ryan. Audience reception is covered with a focus on fan interaction via the Internet.