Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing
Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters' reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger's decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field's development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield. [Amazon.com]
University of Texas Press
Film and Media Studies | Marketing | Radio
Santo, Avi, "Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing" (2015). Communication & Theatre Arts Faculty Books. 18.