Film Marketing Into The Twenty-first Century by Nolwenn MingantFilm Marketing Into The Twenty-first Century by Nolwenn Mingant

Film Marketing Into The Twenty-first Century

EditorNolwenn Mingant, Cecilia Tirtaine, Joël Augros

Paperback | October 29, 2015

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This diverse collection draws on insights from renowned film academics and leading industry professionals to provide a comprehensive overview of film marketing in multiple global contexts. Straddling practical and theoretical considerations, the book explores modern film marketing, its evolution, and the key issues at stake in a global era.

Joel Augros is Associate Professor of Film at the Université Paris 8 - Vincennes, France. Nolwenn Mingant is Associate Professor of American Studies at the Université de Nantes, France. She is the author of Hollywood à la conquête du monde: Marché, stratégies, influences (2010). She is a co-founding member of research group CinEcoSA a...
Film Marketing into the Twenty-First Century
Film Marketing into the Twenty-First Century

by Nolwenn Mingant

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Title:Film Marketing Into The Twenty-first CenturyFormat:PaperbackDimensions:288 pages, 9.25 × 6.1 × 0.02 inPublished:October 29, 2015Publisher:British Film InstituteLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1844578380

ISBN - 13:9781844578382

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Table of Contents

Acknowledgments
Notes on Contributors
Foreword; Janet Wasko
Introduction; Nolwenn Mingant, Cecilia Tirtaine and Joel Augros
1. 'My job is to find the right signals at the right moment for the right people': An interview with Benoît Mely; Laurent Creton and Nolwenn Mingant
PART I: MARKETING AND FILM CULTURE
2. 'There is no one-shape-fits-all for film': An interview with Michael Williams-Jones; Nolwenn Mingant
3. Tom Cruise and Burj Khalifa, or How Hollywood Marketing Shapes Film Production; Nolwenn Mingant
4. 'My Big Fat Life In Ruins': US Indie Films and the Marketing of 'Greekness'; Lydia Papadimitriou and Yannis Tzioumakis
5. Carry On Laughing: Selling English Humour in France; Cecilia Tirtaine and Joël Augros
6. Dubbing and Marketing in the Ice Age series: A case study by Nolwenn Mingant
7. Hollywood in China: Continuities and Disjunctures in Film Marketing; Michael Curtin, Wesley Jacks, Yongli Li
8. Film Marketing in Nollywood: A case study by Alessandro Jedlowski
9. Marketing High Frame Rate in The Hobbit trilogy: A Spectacular Case of Promoting and Un-promoting New Cinema Technology; Miriam Ross
10. Niche Marketing in Peru: An Interview with Claudia Zavaleta; Nolwenn Mingant 
PART II: MARKETING FOR AND BY THE CONSUMER
11. Leaked Information and Rumours: The Buz Effect: A case study by Joël Augros
12. Brave New Films, Brave New Ways: The Internet and the Future of Low-to-no Budget Film Distribution and Marketing; Hayley Trowbridge
13. Between Storytelling and Marketing: SocialSamba: An Interview with Aaron Williams; Nolwenn Mingant
14. Promoting in Six Seconds: New Advertising Strategies Using Video Social Network Vine:
A case study by Javier Lozano Delmar and José Antonio Muñiz
15. Piracy and Promotion: Understanding the Double-Edged Power of Crowds; Ramon Lobato
16. Marketing Bait (2012): Using SMART Data to Identify E-guanxi Among China's 'Internet Aborigines' ; Brian Yecies, Jie Yang, Matthew Berryman and Kai Soh
17. From Marketing to Performing the Market: The Emerging Role of Digital Data; Michael Franklin, Dimitrinka Stoyanova Russell and Barbara Townley
POSTSCRIPT: THE INVISIBLE SIDE OF BUSINESS: B-TO-B MARKETING
18. Marketing the 'Avatar Revolution', or How to Sell Digital Technology to Exhibitors; Kira Kitsopanidou
19. 'It's Africa. It's Arizona. It's Antarctica. It's Afghanistan. Actually, it's Alberta': Marketing Locations to Film Producers; Ben Goldsmith
Select Bibliography
Index