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Film: The Business and Marketing of Hollywood's Products

From the patent wars that marked their emergence, through the antitrust legislation that challenged the vertical integration of the Hollywood studio system, to today's new and largely unchallenged global vertical integration (of media producers, delivery systems, and outlets), motion pictures have been marked by the enmeshment of artistic and business practices. Indeed, it is important to recognize the film industry as industry, as the institution that established the constraints within which Hollywood films are defined aesthetically and ideologically. One of the key ways this process becomes visible to moviegoers is through film promotion, an increasingly dominant aspect of the film industry's operations in the contemporary market.

Early on, the motion picture industry maximized the reach of its product by developing flexible systems of production improvising on ...

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