Finola Kerrigan is Reader in Marketing and Consumption at Birmingham Business School, University of Birmingham.

Chapter 1- Introduction

Chapter 2- The Origins and Development of the Film Industry

Chapter 3- Market Research in the Film Industry

Chapter 4- The Film Marketing Mix

Chapter 5- Bringing the consumer in

Chapter 6- Traditional Film Marketing Materials

Chapter 7- Consumer Selection of Films

Chapter 8- Critical reception

Chapter 9- Distribution

Chapter 10- Marketing through film

Chapter 11- Conclusions

References

The role of the film marketer is both vital and challenging. This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like the first edition, this book takes a socio-cultural as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. It addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade.

This is the original film marketing text which no interested film or marketing student should be without.

.