Marketing, cultural hierarchy, and the relevance of critics: Film in the United States, 1935–1980
S Baumann - Poetics, 2002 - Elsevier
A content analysis of United States newspaper advertisements for films documents that film
marketing has increasingly relied on the strategy of reference to expert opinion. Whereas
this practice was quite rare at the beginning of the time period under study, it became more
common over time, with the largest increases occurring in the late 1960s. It is hypothesized
that this phenomenon is a result of a fundamental shift in the United States film world
whereby the nation's most popular form of entertainment was perceived as a legitimate art …
marketing has increasingly relied on the strategy of reference to expert opinion. Whereas
this practice was quite rare at the beginning of the time period under study, it became more
common over time, with the largest increases occurring in the late 1960s. It is hypothesized
that this phenomenon is a result of a fundamental shift in the United States film world
whereby the nation's most popular form of entertainment was perceived as a legitimate art …
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