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Promotional screen industries, Paul Grainge and Catherine Johnson

eng

Includes bibliographical references and index

illustrations

index present

non fiction

Promotional screen industries

bibliography

Paul Grainge and Catherine Johnson

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. This book explores the sector responsible for this area of media production, analysing the intermediaries - ad agencies, television promotion specialists, film trailer houses and digital design companies - that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork conducted in the UK, US and China, it encourages us to see promotion as a creative profession with its own opportunities and challenges, and outlines how shifts in the digital media environment have unsettled the boundaries of 'promotion' and 'content'

Pt. 1. The blurring boundaries of promotion and content -- On promotional screen content -- On the promotional screen industries -- Pt. 2. Media promotion -- Mobile communication: screen advertising and shareable media -- Television: transmedia and second screens -- Movies: trailers and the infrastructure of blockbuster marketing -- Events and spaces: digital animation and experiential design -- Conclusion: Only promotion