Stars and Stories: How films became branded products

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.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.identifier.citation	Enterprise & Society, 2001, 2, 3, 461-502	en
dc.identifier.doi	10.1093/es/2.3.461
dc.identifier.issn	1467-2235
dc.identifier.issn	1467-2227
dc.identifier.uri	https://hdl.handle.net/1814/23744
dc.language.iso	en	en
dc.title	Stars and Stories: How films became branded products	en
dc.type	Article	en
dspace.entity.type	Publication

Now showing 1 - 1 of 1