Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25919
Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Peer Review Status: Refereed
Authors: Wohlfeil, Markus
Contact Email: markus.wohlfeil@stir.ac.uk
Title: Between Authenticity and Entertainment: The Film Studio as a Brand Land Experience - A Photographic Essay
Citation: Wohlfeil M (2012) Between Authenticity and Entertainment: The Film Studio as a Brand Land Experience - A Photographic Essay In: Academy of Marketing Annual Conference 2012 Proceedings, Helensburgh, Scotland: Academy of Marketing. Academy of Marketing (UK) Annual Conference 2012, 2.7.2012 - 5.7.2012, Southampton.
Issue Date: Jul-2012
Conference Name: Academy of Marketing (UK) Annual Conference 2012
Conference Dates: 2012-07-02T00:00:00Z
Conference Location: Southampton
Abstract: Since the birth of Hollywood in 1912, film studios have provided interested film audiences with studio tours to satisfy the public’s demand for first-hand insights and experiences into the world of film and filmmaking. However, as substantial industrial changes within the film industry since the 1950s have turned film studios into clearing-houses, economic pressure caused by declining income from auxiliary markets has meant that they are increasingly required to commercialise their corporate brand and intellectual film properties in the form of studio tours and theme parks, which attract millions of visitors worldwide every year. But how do the brand land experiences offered by film studios cater to the inherent needs and desires that consumers seek to fulfil? Based on the researcher’s personal experiences and observations at two major Hollywood studios, this paper uses an introspective photographic essay approach to take a closer look at how consumers experience and engage with the world of film that film studios provide in the form of either studio tours or theme parks.
Status: Post-print (author final draft post-refereeing)
Rights: Author retains all rights. Proper attribution of authorship and correct citation details should be given.
URL: https://marketing.conference-services.net/resources/327/2958/pdf/AM2012_0378_paper.pdf

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