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Title: Hollywood online : movie marketing practices in the dial-up and broadband eras of the Internet 1994-2009
Author: London, Ian
Awarding Body: Royal Holloway, University of London
Current Institution: Royal Holloway, University of London
Date of Award: 2012
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My thesis provides a historical account of online film marketing practices in the dial-up (1994-2001) and broadband (2002-2009) eras of the internet. Theatrical exhibition was crucial for the long-term life cycle of a film in the 1990s. It fostered demand in the marketplace and raised public awareness in preparation for film's subsequent exploitation in a range of ancillary markets. The growing home entertainment market remained the most important site for generating these revenues, combining television, satellite, homevideo and DVD, personal computer, videogame console, and internet technologies. I argue that online marketing represented the culmination of a range of marketing techniques associated with these channels of delivery, and which were developed to increase film consumption in the US household.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Interactive Marketing ; Internet Marketing ; Hollywood ; Film Marketing ; New Line Interactive ; Official Movie Websites ; The Blair Witch Project ; Paramount Media Kitchen ; Digital Media ; Gordon Paddison ; Godzilla ; Memoirs of a Geisha ; Motion picture industry ; New-media windows