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

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자료유형E-Book
개인저자Groskopf, Jeremy, author.
서명/저자사항Profit margins :the American silent cinema and the marginalization of advertising /Jeremy Groskopf.[electronic resource]
형태사항1 online resource (x, 333 pages) : illustrations
소장본 주기WorldCat record variable field(s) change: 072
ISBN0253059364
9780253059376
0253059372
9780253059369


서지주기Includes bibliographical references and index.
내용주기Introduction: 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"--
일반주제명Motion 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
주제명(지명)United States. -- fast
언어영어
기타형태 저록Print version:Groskopf, Jeremy.Profit marginsBloomington, Indiana : Indiana University Press, [2021]9780253059390
대출바로가기https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3050118

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