Profit margins [electronic resource] : the American silent cinema and the marginalization of advertising

상세정보

자료유형	단행본
서명/저자사항	Profit margins [electronic resource]: the American silent cinema and the marginalization of advertising / Jeremy Groskopf.
개인저자	Groskopf, Jeremy, author.
발행사항	Bloomington, Indiana: Indiana University Press, 2021
형태사항	1 online resource (x, 333 pages) : illustrations
기타형태 저록	Print version: Groskopf, Jeremy. Profit margins Bloomington, Indiana : Indiana University Press, [2021] 9780253059390
ISBN	0253059364 9780253059376 0253059372 9780253059369
서지주기	Includes bibliographical references and index.
내용주기	Introduction: Advertising Looks at Cinema -- The Front Cover Medium: Lantern Slides, Temporality, and the Commercial Break -- Screen Sugar Pills: The Advertising Trailer and the Commercialized Intermission -- Watch This Space: Peripheral Advertising Through Technologies -- The Cinema Wants to Be Free: Parks, Tickets, and Advertiser-Funded Cinema -- Conclusion: Intemperate Proclamations.
요약	"Between the advent of print advertising and the dawn of radio came cinema ads. These ads, aimed at a captive theater audience, became a symbol of the developing binary between upper-class film consumption and more consumerist media. In Profit Margins, Jeremy Groskopf examines how the ad industry jockeyed for direct advertisement space in American motion pictures. In fact, advertisers, who recognized the import of film audiences, fought exhibitors over what audiences expected in a theater outing. Looking back at these debates in four case studies, Groskopf reveals that advertising became a marker of class distinctions in the cinema experience as the film industry pushed out advertisers in order to create a space free of ads. By restricting advertising, especially during the rise of high-class, palatial theaters, the film industry continued its ongoing effort to ascend the cultural hierarchy of the arts. An important read for film studies and the history of marketing, Profit Margins exposes the fascinating truth surrounding the invention of cinema advertising techniques and the resulting rhetoric of class division"--
해제	Provided by publisher.
주제명(지명)	United States. --fast
일반주제명	Motion pictures in advertising --United States --History. Silent films --United States --History. Advertising --United States --History. Social classes --United States --History. Market segmentation --United States --History. Advertising. Market segmentation. Motion pictures in advertising. Silent films. Social classes. PERFORMING ARTS / Film & Video / History & Criticism
분류기호(DDC)	659.152
언어	영어
바로가기