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Profit Margins
- The American Silent Cinema and the Marginalization of Advertising
Engelsk Hardback
Profit Margins
- The American Silent Cinema and the Marginalization of Advertising
Engelsk Hardback

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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.
Product detaljer
Sprog:
Engelsk
Sider:
346
ISBN-13:
9780253059390
Indbinding:
Hardback
Udgave:
ISBN-10:
0253059399
Udg. Dato:
7 dec 2021
Længde:
28mm
Bredde:
235mm
Højde:
159mm
Forlag:
Indiana University Press
Oplagsdato:
7 dec 2021
Forfatter(e):
Kategori sammenhænge