Film marketing /
Finola Kerrigan
- 2nd ed.
- New York, NY : Routledge, 2017.
- xii-188 p. ; ill. ; 25 cm.
Introduction -- The origins and development of the film industry -- Market research in the film industry -- The film marketing mix -- Bringing the consumer in -- Traditional film marketing materials -- Consumer selection of films -- Critical reception -- Distribution -- Marketing through film -- Conclusions.
This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes:
Additional pedagogy and visual examples to reinforce key points A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world New and expanded sections on social media, digital promotion, transmedia and crowdfunding This is the original film marketing text which no engaged film or marketing student should be without.