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Profit Margins (The American Silent Cinema and the Marginalization of Advertising)

ISBN: 9780253059383
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Overview

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.

This book title, Profit Margins (The American Silent Cinema and the Marginalization of Advertising), ISBN: 9780253059383, by Jeremy Groskopf, published by Indiana University Press (December 7, 2021) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

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Product Details

Author:
Jeremy Groskopf
Format:
Paperback
Pages:
346
Publisher:
Indiana University Press (December 7, 2021)
Language:
English
Audience:
Professional and scholarly
ISBN-13:
9780253059383
ISBN-10:
0253059380
Weight:
17.92oz
Dimensions:
6" x 9"
File:
TWO RIVERS-PERSEUS-Metadata_Only_Perseus_Distribution_Customer_Group_Metadata_20230503160949-20230503.xml
Folder:
TWO RIVERS
List Price:
$30.00
Case Pack:
1
As low as:
$15.00
Publisher Identifier:
P-PER
Discount Code:
A

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