How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era.

This volume addresses issues revolving around the production of mediated cultural products across borders. More specifically, the authors consider cross-border cultural production in the film and television industries and how it affects and is affected by media centers, and, more recently, established production locations. The film and television industries have long been recognized as playing important economic, political and cultural roles. And while it could be argued that, historically, these forms of cultural production often have been international endeavors, the choice of production sites has become an especially contentious issue during the last few decades as global production has expanded. While some factions, notably from the US film and television industries, refer to this issue as "runaway production," this book takes a much broader look at the implications and consequences of this phenomenon. Basically, cross-border production involves the expansion of production away from traditional centers, whether to other countries or to other locations within the same country. Thus, this study covers a wide range of issues involving economic and political considerations, as well as creative and aesthetic decision-making.

The Film Studio sheds new light on the evolution of global film production, highlighting the role of film studios worldwide. The authors explore the contemporary international production environment, alleging that global competition is best understood as an unequal and unstable partnership between the 'design interest' of footloose producers and the 'location interest' of local actors. Ben Goldsmith and Tom O'Regan identify various types of film studios and investigate the consequences for Hollywood, international film production, and the studio locations.

A History of Hollywood’s Outsourcing Debate: Runaway Production provides a critical history of runaway production from its origins in postwar Hollywood to its present uses in describing a global network of diverse television and film production communities. Through extensive archival research, Camille Johnson-Yale chronicles Hollywood’s postwar push for investment in European production markets as a means for supporting the economy of America’s wartime allies while also opening industry access to lucrative trade relationships, exotic locations, and inexpensive skilled labor. For Hollywood’s studio production labor, however, the story of runaway production documents the gradual loss of power over the means of television and motion picture production. Though the phrase has taken on several meanings over its expansive history, it is argued that runaway production has ultimately served as a powerful, metaphorical rallying cry for a labor community coming to terms with a globalizing Hollywood industry that increasingly functions as an exportable process and less as a defined, industrial place.

Why is the U.S. motion picture industry concentrated in Hollywood and why does it remain there in the age of globalization? Allen Scott uses the tools of economic geography to explore these questions and to provide a number of highly original answers. The conceptual roots of his analysis go back to Alfred Marshall's theory of industrial districts and pick up on modern ideas about business clusters as sites of efficient and innovative production. On Hollywood builds on this work by adding major new empirical elements. By examining the history of motion-picture production from the early twentieth century to the present through this analytic lens, Scott is able to show why the industry (which was initially focused on New York) had shifted the majority of its production to Southern California by 1919. He also addresses in detail the bases of Hollywood's long-standing creative energies and competitive advantages. At the same time, the book explores the steady globalization of Hollywood's market reach as well as the cultural and political dilemmas posed by this phenomenon. On Hollywood will appeal not only to general readers with an interest in the motion-picture industry, but also to economic geographers, business professionals, regional development practitioners, and cultural theorists as well.

In Hollywood's search for cheap, distinctive, and authentic locations, producers and directors are taking their business to foreign soil. Only one of the five 2002 Best Picture nominees was shot in the United States_The Hours, filmed in Hollywood, Florida. Contracting Out Hollywood addresses the American trend of 'runaway productions'_the growing practice of producing American films and television programs on foreign shores. Greg Elmer and Mike Gasher have gathered a group of contributors who seek to explain the phenomenon from historical, political, economic, and cultural perspectives, using case studies, challenges to contemporary screen, media, and globalization theories, and analyses of changing government politics toward cultural industries.