3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-Textual Career in the Late 1930s

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Acknowledgments ix
4. 1. Hi-Yo Licensing 1
5. 3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-Textual Career in the Late 1930s 24
6. 4. The Lone Ranger and the Law: The Construction of Corporate Authorship 81
7. 5. Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment 116
8. 6. Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand 154
9. 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz 195
10. 8. Parting Shots 241
11. Notes 257
12. Bibliography 291
13. Index 309