Branded entertainment and cinema : the marketisation of Italian film / Gloria Dagnino.

Format:

Book

Author/Creator:

Dagnino, Gloria, author.

Series:

Routledge critical advertising studies

Language:

English

Subjects (All):

Motion picture industry--Italy--History.

Motion picture industry.

Motion picture industry--Economic aspects--Italy.

Motion picture industry--Social aspects--Italy.

Motion pictures--Economic aspects--Italy.

Motion pictures.

Motion pictures--Social aspects--Italy.

Advertising--Italy--History.

Advertising.

Product placement in mass media--Italy--History.

Product placement in mass media.

Motion picture industry--Economic aspects.

Motion picture industry--Social aspects.

Motion pictures--Economic aspects.

Motion pictures--Social aspects.

History.

Italy.

Genre:

History.

Physical Description:

vi, 109 pages : illustrations ; 23 cm.

Place of Publication:

Abingdon, Oxon ; New York, NY : Routledge, an imprint of the Taylor & Francis Group, 2020.

Summary:

"The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello's early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill up this gap, by focusing on the economic and cultural influence that advertising and advertisers' interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies"-- Provided by publisher.

Contents:

Golden, plastic and lead : Italy between the 1950s and the 1970s

The normalisation of anomaly : Italy between the 1980s and the 2000s

The imperfect marketisation : Italian advertising and cinema in the 2000s

Conclusions.

Notes:

"Routledge Focus"--Front cover.

Includes bibliographical references and index.

Other Format:

Online version: Dagnino, Gloria. Branded entertainment and cinema.

ISBN:

9780815348528

0815348525

OCLC:

1114284933