PT Journal
AU Staiger, J
TI Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and the Theory of Film Advertising
SO Iluminace
PY 2006
BP 17
EP 47
VL 18
IS 4
WP https://iluminace.cz/en/artkey/ilu-200604-0002.php
DE film promotion; promotional film; advertising film; cinema advertising; television advertising and film; film business practices
SN 0862397X
AB A study of contemporary Hollywood advertising practices, film advertising strategies, and an outline of the economics of film advertising production. In individual chapters, the author discusses the development of standard practices to help consumers identify a product, media and product feature selection, the use of indirect methods of outreach, national advertising, standardization and control of advertising and marketing campaigns, target audiences, and the reception of advertising.
ER