Film Marketing is the first book to consolidate existing literature into a well informed and academically sound textbook. The book focuses on the film industry as a whole, which incorporates popular (mainstream) fiction films (usually) in English, non English language fiction films, documentary films and art house films. In doing so, it is firmly embedded in the global film industry. Although the film industry is global, it is dominated by the Hollywood major studios, and as such, discussion of the Hollywood film industry will be highlighted. But, unlike other film marketing books on the market, this book also highlights other successful film industries, such as Korea, Nigeria and India, as well as looking at examples of film marketing practices from a range of other countries which provide interesting case studies from Denmark, France, the UK and Hong Kong. Film Marketing offers the student a unique combination of theory and practice and written in accessible student-friendly manner, presents an appealing and must-have text for anyone studying film. The book includes full pedagogical features and additional lecture resources, available at www.textbooks.elsevier.com allowing for easy use by both lecturer and student.
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Chapter One: Introduction
Chapter Two: The Origins and Development of the Film Industry
Chapter Three: The development of film marketing practices
Chapter Four: Structural considerations and film marketing
Chapter Five: The film marketing mix
Chapter Six: Consumer selection of films.
Chapter Seven: Film marketing materials
Chapter Eight: The film marketing calendar
Chapter Nine: Social marketing, equality and diversity: The role of film marketing
Chapter Ten: The impact of technology on film marketing practices
Chapter Eleven: Case studies
Chapter Twelve: Conclusions and recommendations.