Promotional Screen Industries

by Paul Grainge

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. This book explores the sector responsible for this area of media production, analysing the intermediaries - ad agencies, television promotion specialists, film trailer houses and digital design companies - that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork conducted in the UK, US and China, it encourages us to see promotion as...