Entrepreneurship and marketing in the film industry
Kerrigan, F., Ngan, E. and Shannon, R. (2020). Entrepreneurship and marketing in the film industry. in: Fillis, I. and Telford, N. (ed.) Handbook of Entrepreneurship and Marketing Edward Elgar. pp. 305–319
|Authors||Kerrigan, F., Ngan, E. and Shannon, R.|
|Editors||Fillis, I. and Telford, N.|
This chapter offers an historical overview of the film industry as a prominent creative industry where creativity also plays a central role in the twin operations of marketing and entrepreneurship. In narrating the story of technological and entrepreneurial innovation in a business model approach to film production, the authors contend that the large, centralised Hollywood ‘studio’ systems is an important form but that origins stories in the industry with the addition of newer forms of production in the present day offer alternatives to the ‘marketing by numbers’ approach that the vertically integrated industry is commonly seen to be. Current examples are given from research into UK-based entrepreneurial filmmakers in Birmingham, UK, and examples are also drawn from the rise of Nigerian film. The potential for the small innovative ‘culturepreneur’ to find a way around obstacles is celebrated by reference to featured examples drawn from recent research.
|Keywords||Entrepreneurship; marketing; Marketing; Culturepreneur; Film industry|
|Book title||Handbook of Entrepreneurship and Marketing|
File Access Level
|21 Jul 2020|
|Publication process dates|
|Deposited||14 Dec 2020|
|Digital Object Identifier (DOI)||https://doi.org/10.4337/9781785364570.00031|
|Web address (URL)||https://www.elgaronline.com/view/edcoll/9781785364563/9781785364563.00031.xml|
Due to copyright restrictions this chapter cannot be shared openly.
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