Branded Entertainment and Cinema

The Marketisation of Italian Film

Add to my list

by Gloria Dagnino

Type

Studies

Subject

Countries > Italy

Keywords

Italy, economics

Publishing date

2022

Publisher

Routledge

Collection

Routledge Focus on Film Studies

1st publishing

2019

Language

English

Relative size

Physical desc.

Paperback • 120 pages
6 x 9 ½ inches (15.5 x 24 cm)

ISBN

978-1-032-33752-4

User Ratings

(0 vote)

X

Average rating:

0	rating	= We can do without
0	rating	= Good book
0	rating	= Excellent book
0	rating	= Unique / a reference

Your rating: -

Book Presentation:
The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers.

From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries.

Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

About the Author:
Gloria Dagnino, PhD, works at the Institute of Media and Journalism of the Università della Svizzera Italian (USI), where she teaches film economics within the Master program in Film Studies of the Swiss Cinema Network. She is also the Equal Opportunities officer at USI. Her research interests include political economy of media, branded content, media diversity and Italian cinema.

See the publisher website: Routledge