Purpose – The purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of Venezuela and Thailand alongside art market leaders. Design/methodology/approach – Research was...

Introduction -- The origins and development of the film industry -- Market research in the film industry -- The film marketing mix -- Bringing the consumer in -- Traditional film marketing materials -- Consumer selection of films -- Critical reception -- Distribution -- Marketing through film --...