Stars and Stories: How films became branded products

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dc.contributor.author BAKKER, Gerben
dc.date.accessioned 2012-09-12T12:15:50Z
dc.date.available 2012-09-12T12:15:50Z
dc.date.issued 2001
dc.identifier.citation Enterprise & Society, 2001, 2, 3, 461-502 en
dc.identifier.issn 1467-2235
dc.identifier.issn 1467-2227
dc.identifier.uri http://hdl.handle.net/1814/23744
dc.description.abstract Between 1890 and 1940, motion pictures changed from technological novelties into heavily branded consumer products. The high sunk costs and short “shelf-life” of movies led film producers to borrow branding techniques from other consumer goods industries. They tried to build audience loyalty around a number of characteristics, but eventually learned that stars and stories were the most effective “promotion machines,” able swiftly to generate massive brand-awareness and to persuade consumers to see a new film. Data from the United States, Britain, and France showing the disproportionate distribution of income and fame among stars confirm their role as persuaders. Ultimately, film producers extended the life of their products by licensing their instant, tradable brands to other consumer goods industries. en
dc.language.iso en en
dc.title Stars and Stories: How films became branded products en
dc.type Article en
dc.identifier.doi 10.1093/es/2.3.461


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