{"product_id":"hollywood-online-ian-london-9781501337758","title":"Hollywood Online: Internet Movie Marketing Before and After The Blair Witch Project","description":"\u003cb\u003e\u003ci\u003eHollywood Online\u003c\/i\u003e provides a historical account of motion picture websites from 1993 to 2008 and their marketing function as industrial advertisements for video and other media in the digital age.\u003c\/b\u003e\u003cbr\u003e\u003ci\u003e\u003ci\u003e\u003cbr\u003e\u003c\/i\u003e\u003c\/i\u003e\u003ci\u003eThe Blair Witch Project\u003c\/i\u003eis the most important example of online film promotion in cinema history. Over the last thirty years only a small number of major and independent distributors have converted internet-created buzz into box-office revenues with similar levels of success. Yet readings of how the film's internet campaign\u003ci\u003e\u003c\/i\u003ebroke new ground in the summer of 1999 tend to minimize, overlook or ignore the significance of other online film promotions. Similarly, claims that \u003ci\u003eBlair\u003c\/i\u003einitiated a cycle of imitators have been repeated in film publications and academic studies for more than two decades.\u003cbr\u003e \u003cbr\u003eThis book challenges three major narratives in studies about online film marketing: Hollywood's major studios and independents had no significant relationship to the internet in the 1990s; online film promotions only took off after 1999 because of \u003ci\u003eBlair\u003c\/i\u003e; and Hollywood cashed-in by initiating a cycle of imitators and scaling up corporate activities online. \u003ci\u003eHollywood Online\u003c\/i\u003e tests these assumptions by exploring internet marketing up to and including the film's success online (Pre-\u003ci\u003eBlair\u003c\/i\u003e, 1993-9), then by examining the period immediately after \u003ci\u003eBlair\u003c\/i\u003e(Post-\u003ci\u003eBlair\u003c\/i\u003e, 2000-8) which broadly coincides with the rise and decline of DVD, as well as the emergence of the social media sites MySpace, Facebook and Twitter. \u003cbr\u003e\u003ci\u003e\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Ian London\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1501337750\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781501337758\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Bloomsbury Publishing PLC\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/04\/2024\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 296\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.23lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.69d","brand":"Ian London","offers":[{"title":"Hardcover","offer_id":44078161494271,"sku":"9781501337758","price":120.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ac38be76-1d0e-401b-8f8e-c6a36719147f.jpg?v=1685473888","url":"https:\/\/www.whiterainbookhouse.com\/products\/hollywood-online-ian-london-9781501337758","provider":"WR Book House","version":"1.0","type":"link"}