The road to Wicked : the marketing and consumption of Oz from L. Frank Baum to Broadway / Kent Drummond, Susan Aronstein, Terri L. Rittenburg.

Format:

Book

Author/Creator:

Drummond, Kent, 1957- author.

Aronstein, Susan Lynn, author.

Rittenburg, Terri, author.

Language:

English

Subjects (All):

Baum, L. Frank (Lyman Frank), 1856-1919. Wizard of Oz.

Baum, L. Frank.

Baum, L. Frank (Lyman Frank), 1856-1919--Appreciation.

Baum, L. Frank (Lyman Frank), 1856-1919--Adaptations.

Baum, L. Frank (Lyman Frank), 1856-1919.

Adaptations.

Fantasy fiction, American--Economic aspects.

Fantasy fiction, American.

Genre:

Fantasy fiction, American.

Physical Description:

xi, 336 pages : color illustrations ; 22 cm

Other Title:

Marketing and consumption of Oz from L. Frank Baum to Broadway

Place of Publication:

Cham, Switzerland : Palgrave Macmillan, [2018]

Summary:

"The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability-- the capacity of artists, narratives, art forms, and genres to remain viable over time--and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum's 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful--Disney's recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it."-- Provided by publisher.

Notes:

Includes bibliographical references (pages 317-330) and index.

ISBN:

9783319931050

3319931059

OCLC:

1035283854