Selling the Silver Bullet PDF
By:Avi Santo
Published on 2015-04-15 by University of Texas Press
Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children's properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger's eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.
This Book was ranked at 14 by Google Books for keyword Toys Models Models best seller.
Book ID of Selling the Silver Bullet's Books is Hru4BgAAQBAJ, Book which was written byAvi Santohave ETAG "CJ8dBn2AkFQ"
Book which was published by University of Texas Press since 2015-04-15 have ISBNs, ISBN 13 Code is 9781477303979 and ISBN 10 Code is 1477303979
Reading Mode in Text Status is true and Reading Mode in Image Status is true
Book which have "331 Pages" is Printed at BOOK under CategoryPerforming Arts
Book was written in en
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