Notice bibliographique
- Notice
Type(s) de contenu et mode(s) de consultation : Texte noté : sans médiation
Auteur(s) : Groskopf, Jeremy (19..-....)
Titre(s) : Profit margins [Texte imprimé] : the American silent cinema and the marginalization of advertising / Jeremy Groskopf
Publication : Bloomington, Indiana : Indiana University Press, [2021]
Description matérielle : 1 vol. (X-332 p.) : ill. en noir et blanc ; 24 cm
Note(s) : Includes bibliographical references and index
"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"
Sujet(s) : Cinéma -- Dans la publicité -- Histoire
Films muets -- États-Unis -- Histoire
Classes sociales -- États-Unis -- Histoire
Indice(s) Dewey :
659.1 (23e éd.) = Publicité
Identifiants, prix et caractéristiques : ISBN 9780253059390. - ISBN 0253059399. - ISBN 9780253059383. - ISBN 0253059380. -
ISBN 9780253059376 (erroné)
Identifiant de la notice : ark:/12148/cb46965311s
Notice n° :
FRBNF46965311
(notice reprise d'un réservoir extérieur)
Table des matières : 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.
