Hollywood Online: Internet Movie Marketing Before and After The Blair Witch Project

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Dr. Ian London (Independent Scholar, UK)

Hollywood Online

Internet Movie Marketing Before and After The Blair Witch Project

Dr. Ian London (Independent Scholar, UK)

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Hardback

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English

Bloomsbury Academic USA
04 April 2024

Films, movies & cinema; Film theory & criticism; Sales & marketing; Internet searching

Hollywood Online provides a historical account of motion picture websites from 1993 to 2008 and their marketing function as industrial advertisements for video and other media in the digital age.

The Blair Witch Project is the most important example of online film promotion in cinema history. Over the last thirty years only a small number of major and independent distributors have converted internet-created buzz into box-office revenues with similar levels of success. Yet readings of how the film’s internet campaign broke new ground in the summer of 1999 tend to minimize, overlook or ignore the significance of other online film promotions. Similarly, claims that Blair initiated a cycle of imitators have been repeated in film publications and academic studies for more than two decades.

This book challenges three major narratives in studies about online film marketing: Hollywood’s major studios and independents had no significant relationship to the internet in the 1990s; online film promotions only took off after 1999 because of Blair; and Hollywood cashed-in by initiating a cycle of imitators and scaling up corporate activities online. Hollywood Online tests these assumptions by exploring internet marketing up to and including the film’s success online (Pre-Blair, 1993-9), then by examining the period immediately after Blair (Post-Blair, 2000-8) which broadly coincides with the rise and decline of DVD, as well as the emergence of the social media sites MySpace, Facebook and Twitter.

By: Dr. Ian London (Independent Scholar UK)
Imprint: Bloomsbury Academic USA
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm,
ISBN: 9781501337758
ISBN 10: 1501337750
Pages: 296
Publication Date: 04 April 2024
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Ian London is a film historian and holds a PhD in Film Marketing and Hollywood Cinema from Royal Holloway University of London, UK. His thesis examined the history of official movie websites in Hollywood’s online film promotions.

Reviews for Hollywood Online: Internet Movie Marketing Before and After The Blair Witch Project

In this ground-breaking book Ian London offers a fresh perspective on the internet-driven promotional campaign for the found footage horror, Blair Witch Project that became as well known for its website, as for the film itself. Taking this campaign as a benchmark, Hollywood Online provides the first book-length history of online film marketing and promotion since the advent of the internet. This book makes an important contribution to this emerging field of study and an essential addition to course reading lists in screen studies, media business, communication studies and advertising. A must-read for media students! * Kim Walden, Senior Lecturer in Film and TV, University of Hertfordshire, UK *