Film Marketing into the Twenty-First Century

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 and co-organizer of research seminar MENA Cinema. Cecilia Tirtaine is Senior Lecturer in British Studies at the Université Sorbonne Nouvelle - Paris 3, France. She is a co-founding member of research group CinEcoSA, and a co-founder and associate editor of peer-reviewed international online journal InMedia.

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.