Branded Entertainment and Cinema: The Marketisation of Italian Film

Italian cinema's history is explored from the perspective of advertisers in this book, highlighting the economic and cultural influence of advertising and advertisers on Italian film production between the post-war period and the 2010s. It discusses market-oriented film policies, Hollywood competition, and the abnormal economic and political power held by Italian ad-funded broadcasters. The book also provides a meso-level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries.

Format: Paperback / softback
Length: 120 pages
Publication date: 13 June 2022
Publisher: Taylor & Francis Ltd

The history of Italian cinema is often seen as a narrative of Italian auteurs, but this book offers a fresh perspective by examining the role of advertisers in shaping the industry. From the iconic Vespa scooter to numerous other Made in Italy products featured in domestic and international films, to the early format of branded entertainment pioneered by Carosello, the Italian film and advertising industries have intertwined in significant ways, often overlooked by academic research. This book aims to bridge this gap by exploring the economic and cultural influence of advertising and advertisers' interests on Italian film production between the post-war period and the 2010s. It delves into market-oriented film policies, the pressure from Hollywood competition, and the extraordinary economic and political power held by Italian ad-funded broadcasters. In addition to a macro-level political economic analysis, the book features exclusive interviews with film producers and promotional intermediaries to provide a meso-level analysis of the practices and professional cultures at the intersection of Italian film and advertising industries. By offering an in-depth yet accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketization, this book serves as a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

Weight: 220g
Dimension: 216 x 138 (mm)
ISBN-13: 9781032337524