Selling the Silver Bullet - The Lone Ranger and Transmedia Brand Licensing

Informationen zum Autor By Avi Santo Klappentext Using the Lone Ranger as a case study, this book investigates the transmedia licensing, merchandizing, and brand management of iconic characters from the 1930s through the era of media conglomeration and convergence. Zusammenfassung Using the Lone Ranger as a case study, this book investigates the transmedia licensing, merchandizing, and brand management of iconic characters from the 1930s through the era of media conglomeration and convergence. Inhaltsverzeichnis Acknowledgments Chapter 1: Hi-Yo Licensing Chapter 2: Putting on the Mask: Character Licensing before the Lone Ranger Chapter 3: Building the Franchise One Market at a Time: The Lone Ranger’s Extra-textual Career in the Late 1930s Chapter 4: The Lone Ranger and the Law: The Construction of Corporate Authorship Chapter 5: Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment Chapter 6: Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand Chapter 7: The Lone Ranger and the Mouse House Together at Last? New Twenty-First-Century Partnerships in the Licensing Biz Chapter 8: Parting Shots Notes Bibliography Index

Product details

• Authors: Avi Santo
• Publisher: University Of Texas Press
• Languages: English
• Product format: Paperback / Softback
• Released: 15.04.2015
• EAN: 9780292772540
• ISBN: 978-0-292-77254-0
• No. of pages: 331
• Series: Texas Film and Media Studies Series; Texas Film and Media Studies; Texas Film and Media Studies Series; Texas Film and Media Studies
• Subjects: Humanities, art, music > Art > Theatre, ballet; Social sciences, law, business > Media, communication > Media science