UID:
almahu_9949681850102882
Format:
1 online resource (296 pages)
Edition:
1st ed.
ISBN:
9781501337789
Content:
〈b〉〈i〉Hollywood Online〈/i〉 provides a historical account of motion picture websites from 1993 to 2008 and their marketing function as industrial advertisements for video and other media in the digital age.〈/b〉 〈i〉〈i〉 〈/i〉〈/i〉〈i〉The Blair Witch Project 〈/i〉is the most important example of online film promotion in cinema history. Over the last thirty years only a small number of major and independent distributors have converted internet-created buzz into box-office revenues with similar levels of success. Yet readings of how the film's internet campaign〈i〉 〈/i〉broke new ground in the summer of 1999 tend to minimize, overlook or ignore the significance of other online film promotions. Similarly, claims that 〈i〉Blair 〈/i〉initiated a cycle of imitators have been repeated in film publications and academic studies for more than two decades. This book challenges three major narratives in studies about online film marketing: Hollywood's major studios and independents had no significant relationship to the internet in the 1990s; online film promotions only took off after 1999 because of 〈i〉Blair〈/i〉; and Hollywood cashed-in by initiating a cycle of imitators and scaling up corporate activities online. 〈i〉Hollywood Online〈/i〉 tests these assumptions by exploring internet marketing up to and including the film's success online (Pre-〈i〉Blair〈/i〉, 1993-9), then by examining the period immediately after 〈i〉Blair 〈/i〉(Post-〈i〉Blair〈/i〉, 2000-8) which broadly coincides with the rise and decline of DVD, as well as the emergence of the social media sites MySpace, Facebook and Twitter. 〈i〉〈/i〉
Note:
〈i〉Acknowledgements〈/i〉〈b〉〈/b〉 〈i〉 〈/i〉 Introduction: 'This Is My Home' 〈b〉Part I: 'The Pre-〈i〉Blair 〈/i〉Era'〈/b〉 1. 'Boot Up or Shut Up!': The First Cycle of Online Film Promotions, 1993-5 2. Commerce and Artistry: The Second Cycle of Online Film Promotions, 1996-9 3. Corporate Control and Ownership: Science-Fiction and Horror Film Websites in the Pre-〈i〉Blair〈/i〉 Era, 1996-9 4. 'In October of 1994 . . .': 〈i〉The Blair Witch Project〈/i〉 〈b〉Part II: 'The Post-〈i〉Blair 〈/i〉Era'〈/b〉 5. Rebelling Against the Status Quo: Reevaluating 〈i〉The Blair Witch Project〈/i〉's Impact on Hollywood Promotions 6. 'Power Can be Held in the Smallest of Things': 〈i〉The Lord of the Rings 〈/i〉Trilogy Online 7. Hollywood Exports: Film Websites in the Era of Globalization 8. 'Think Before You Click': Social Media and the Impact of Web 2.0 Technologies on Hollywood Practices, 2000-8 Afterword: There's Something Evil Hiding in the Woods 〈i〉Bibliography〈/i〉 〈i〉Appendix〈/i〉
Language:
English
DOI:
10.5040/9781501337789
URL:
https://doi.org/10.5040/9781501337789?locatt=label:secondary_bloomsburyCollections
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