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Profit margins : the American silent cinema and the marginalization of advertising /
"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 indust...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bloomington, Indiana :
Indiana University Press,
[2021]
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Groskopf, Jeremy, |e author. | |
| 245 | 1 | 0 | |a Profit margins : |b the American silent cinema and the marginalization of advertising / |c Jeremy Groskopf. |
| 264 | 1 | |a Bloomington, Indiana : |b Indiana University Press, |c [2021] | |
| 300 | |a 1 online resource (x, 333 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Introduction: 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. | |
| 520 | |a "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"-- |c Provided by publisher. | ||
| 588 | |a Description based on online resource; title from digital title page (viewed on October 21, 2021). | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 590 | |a JSTOR |b Books at JSTOR Demand Driven Acquisitions (DDA) | ||
| 650 | 0 | |a Motion pictures in advertising |z United States |x History. | |
| 650 | 0 | |a Silent films |z United States |x History. | |
| 650 | 0 | |a Advertising |z United States |x History. | |
| 650 | 0 | |a Social classes |z United States |x History. | |
| 650 | 0 | |a Market segmentation |z United States |x History. | |
| 650 | 0 | |a Motion pictures in advertising |x History. | |
| 650 | 6 | |a Cinéma dans la publicité |x Histoire. | |
| 650 | 6 | |a Films muets |z États-Unis |x Histoire. | |
| 650 | 6 | |a Classes sociales |z États-Unis |x Histoire. | |
| 650 | 6 | |a Segmentation du marché |z États-Unis |x Histoire. | |
| 650 | 7 | |a PERFORMING ARTS / Film & Video / History & Criticism |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Market segmentation |2 fast | |
| 650 | 7 | |a Motion pictures in advertising |2 fast | |
| 650 | 7 | |a Silent films |2 fast | |
| 650 | 7 | |a Social classes |2 fast | |
| 651 | 7 | |a United States |2 fast | |
| 655 | 7 | |a History |2 fast | |
| 758 | |i has work: |a Profit margins (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFVpcYRPDhDXmV4W3XC4YK |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Groskopf, Jeremy. |t Profit margins |d Bloomington, Indiana : Indiana University Press, [2021] |z 9780253059390 |w (DLC) 2021034405 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=6735748 |z Texto completo |
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