This collection of new writing on contemporary Greek cinema builds and expands on existing work in the field, providing a coherent analysis of films which, despite their international importance, have so far received limited critical attention. The volume maps key trends in Greek cinema since the 1990s within the wider context of production and consumption at both national and international levels. It offers a wide range of critical analyses of documentary and avant-garde filmmaking, art house and popular cinema, and the work of established and new directors as well as deliberations on teaching methodologies and marketing strategies. The book seeks to highlight the continuities, mutual influences and common contexts that inform, shape and inspire filmmaking in Greece today.
11 Marketing Communications in the Greek Film Industry: Rethinking Contemporary Greek Cinema (Afroditi Nikolaidou)
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11 Marketing Communications in the Greek Film Industry: Rethinking Contemporary Greek Cinema
Introduction: Film Marketing from a Film History Perspective
Film marketing is a relatively new field of study, although as a practice it goes back to early film history. Since its beginnings, cinema’s development is so closely associated with industrial and monopoly capitalism processes that one could assert that the film industry is the cultural industry par excellence, along with mass media industries like radio, newspaper and television.1 Film as an art product with physical and intellectual property ← 291 | 292 → rights and cinema as the practice of film-going, a marketable experience, are at the same time industrial, cultural and artistic commodities developed within the rules of modernity and governed by numerous characteristics that tend to adapt over the years.
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