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Profit Margins : The American Silent Cinema and the Marginalization of Advertising

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Title: Profit Margins : The American Silent Cinema and the Marginalization of Advertising
Description: 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.
Authors: Jeremy Groskopf
Resource Type: eBook.
Subjects: Advertising--United States--History, Social classes--United States--History, Motion pictures in advertising--United States--History, Silent films--United States--History, Market segmentation--United States--History, Motion pictures in advertising--History
Categories: PERFORMING ARTS / Film / History & Criticism, BUSINESS & ECONOMICS / Advertising & Promotion, SOCIAL SCIENCE / Media Studies
Database: eBook Collection (EBSCOhost)
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  – Type: ebook-epub
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DbLabel: eBook Collection (EBSCOhost)
An: 3050118
RelevancyScore: 1103
AccessLevel: 6
PubType: eBook
PubTypeId: ebook
PreciseRelevancyScore: 1103.19409179688
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  Data: Profit Margins : The American Silent Cinema and the Marginalization of Advertising
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  Data: 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.
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RecordInfo BibRecord:
  BibEntity:
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      – Code: 659.152
        Scheme: ddc
        Type: prePub
    Languages:
      – Code: eng
        Text: English
    Subjects:
      – SubjectFull: Advertising--United States--History
        Type: general
      – SubjectFull: Social classes--United States--History
        Type: general
      – SubjectFull: Motion pictures in advertising--United States--History
        Type: general
      – SubjectFull: Silent films--United States--History
        Type: general
      – SubjectFull: Market segmentation--United States--History
        Type: general
      – SubjectFull: Motion pictures in advertising--History
        Type: general
    Titles:
      – TitleFull: Profit Margins : The American Silent Cinema and the Marginalization of Advertising
        Type: main
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      – PersonEntity:
          Name:
            NameFull: Jeremy Groskopf
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            NameFull: Jeremy Groskopf
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          Dates:
            – D: 01
              M: 01
              Type: published
              Y: 2021
            – D: 22
              M: 10
              Type: profile
              Y: 2021
          Identifiers:
            – Type: isbn-print
              Value: 9780253059383
            – Type: isbn-print
              Value: 9780253059390
            – Type: isbn-electronic
              Value: 9780253059369
            – Type: isbn-electronic
              Value: 9780253059376
          Titles:
            – TitleFull: Profit Margins : The American Silent Cinema and the Marginalization of Advertising
              Type: main
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