Branding has become central to the modern blockbuster economy. In a wide-ranging analysis focusing on companies such as Disney, Dolby, Paramount, New Line and, in particular, Warner Bros., Brand Hollywood provides the first sustained examination of the will-to-brand in the contemporary movie business. List of illustrations
ix
Acknowledgements
xi
Introduction
1
Entertainment economies
3
PART I Brand culture
19
1 The cultural economy of branding
21
2 Media branding and the entertainment complex
44
PART II Brand logos
67
3 Studio logos and the aesthetics of memory and hype
69
4 Dolby and the unheard history of technical trademarks
88
PART III Brand spectacle
107
5 Licensing the library: of archives and animation
109
6 The sustained event: branding fantasies and the corporate blockbuster
130
7 'The world is our audience': branding entertainment space
151
Conclusion
173
Total entertainment
175
Notes
181
Bibliography
191
Index
205
Ik heb een vraag over het boek: ‘Brand Hollywood - Grainge, Paul (University of Nottingham, UK)’.
Vul het onderstaande formulier in.
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