{"product_id":"profit-margins-the-american-silent-cinema-and-the-marginalization-of-advertising-hardback-9780253059390","title":"Profit Margins; The American Silent Cinema and the Marginalization of Advertising (Hardback) 9780253059390","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eProfit Margins\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe American Silent Cinema and the Marginalization of Advertising\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJeremy Groskopf (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780253059390\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 7 December 2021\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e346 pages, 26 b\u0026amp;w illus. - 26 Illustrations, black and white\u003cbr\u003e22.9 x 15.2 x 1.5 cm, 0.68 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eJeremy Groskopf's authoritative and accomplished new study ... shows us that precedent can be found not in television, or even in the earlier broadcast era of the radio, but in early cinemas.... [This is] a book that should prove useful not only to film historians and advertising historians but to any scholar interested in the larger history of debates over how visual technologies can manipulate, isolate, reveal, and, of course, monetize our attention.\u003c\/p\u003e - Emmet von Stackelberg\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eBetween the advent of print advertising and the dawn of radio came cinema ads. These ads, aimed at a captive theater audience, became a symbol of the developing binary between upper-class film consumption and more consumerist media.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eProfit Margins\u003c\/i\u003e, Jeremy Groskopf examines how the ad industry jockeyed for direct advertisement space in American motion pictures. In fact, advertisers, who recognized the import of film audiences, fought exhibitors over what audiences expected in a theater outing. Looking back at these debates in four case studies, Groskopf reveals that advertising became a marker of class distinctions in the cinema experience as the film industry pushed out advertisers in order to create a space free of ads. By restricting advertising, especially during the rise of high-class, palatial theaters, the film industry continued its ongoing effort to ascend the cultural hierarchy of the arts. \u003c\/p\u003e \u003cp\u003eAn important read for film studies and the history of marketing, \u003ci\u003eProfit Margins\u003c\/i\u003e exposes the fascinating truth surrounding the invention of cinema advertising techniques and the resulting rhetoric of class division.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments\u003cbr\u003eIntroduction: Advertising Looks at Cinema\u003cbr\u003e1. The Front Cover Medium: Lantern Slides, Temporality, and the Commercial Break\u003cbr\u003e2. Screen Sugar Pills: The Advertising Trailer and the Commercialized Intermission\u003cbr\u003e3. Watch This Space: Peripheral Advertising Through Technologies\u003cbr\u003e4. The Cinema Wants to Be Free: Parks, Tickets, and Advertiser-Funded Cinema\u003cbr\u003eConclusion: Intemperate Proclamations\u003cbr\u003eBibliography\u003cbr\u003eIndex\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"Indiana University Press","offers":[{"title":"Brand New","offer_id":52525362970904,"sku":"9780253059390","price":67.99,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/profit-margins-the-american-silent-cinema-and-the-marginalization-of-advertising-hardback-9780253059390","provider":"Freshly Printed Books","version":"1.0","type":"link"}