7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz

Avi Santo

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7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz

Avi Santo

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Santo, Avi. "7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz". Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing, New York, USA: University of Texas Press, 2015, pp. 195-240. https://doi.org/10.7560/772533-007

Santo, A. (2015). 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz. In Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing (pp. 195-240). New York, USA: University of Texas Press. https://doi.org/10.7560/772533-007

Santo, A. 2015. 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz. Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing. New York, USA: University of Texas Press, pp. 195-240. https://doi.org/10.7560/772533-007

Santo, Avi. "7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz" In Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing, 195-240. New York, USA: University of Texas Press, 2015. https://doi.org/10.7560/772533-007

Santo A. 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz. In: Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing. New York, USA: University of Texas Press; 2015. p.195-240. https://doi.org/10.7560/772533-007

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Kapitel in diesem Buch

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

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https://doi.org/10.7560/772533-007

Kapitel in diesem Buch

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

7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz

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