CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing

Justin Wyatt

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CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing

Justin Wyatt

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Wyatt, Justin. "CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing". High Concept: Movies and Marketing in Hollywood, New York, USA: University of Texas Press, 1994, pp. 109-154. https://doi.org/10.7560/790902-005

Wyatt, J. (1994). CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing. In High Concept: Movies and Marketing in Hollywood (pp. 109-154). New York, USA: University of Texas Press. https://doi.org/10.7560/790902-005

Wyatt, J. 1994. CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing. High Concept: Movies and Marketing in Hollywood. New York, USA: University of Texas Press, pp. 109-154. https://doi.org/10.7560/790902-005

Wyatt, Justin. "CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing" In High Concept: Movies and Marketing in Hollywood, 109-154. New York, USA: University of Texas Press, 1994. https://doi.org/10.7560/790902-005

Wyatt J. CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing. In: High Concept: Movies and Marketing in Hollywood. New York, USA: University of Texas Press; 1994. p.109-154. https://doi.org/10.7560/790902-005

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Chapters in this book

Frontmatter i
Contents vii
Acknowledgments ix
CHAPTER 1 A Critical Redefinition: The Concept of High Concept 1
CHAPTER 2 Construction of the Image and the High Concept Style 23
CHAPTER 3 High Concept and Changes in the Market for Entertainment 65
CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing 109
CHAPTER 5 High Concept and Market Research: Movie Making by the Numbers 155
CHAPTER Conclusion: High Concept and the Course of American Film History 188
Notes 203
Index 227

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https://doi.org/10.7560/790902-005

Chapters in this book

Frontmatter i
Contents vii
Acknowledgments ix
CHAPTER 1 A Critical Redefinition: The Concept of High Concept 1
CHAPTER 2 Construction of the Image and the High Concept Style 23
CHAPTER 3 High Concept and Changes in the Market for Entertainment 65
CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing 109
CHAPTER 5 High Concept and Market Research: Movie Making by the Numbers 155
CHAPTER Conclusion: High Concept and the Course of American Film History 188
Notes 203
Index 227

CHAPTER 4 Marketing the Image: High Concept and the Development of Marketing

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Chapters in this book

Chapters in this book

Chapters in this book