"This book provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields, featuring information regarding emergent research and techniques"--

Why are certain movies more successful in some markets than others? Are the entertainment products we consume reflective of our core values and beliefs? These questions drive our investigation into the relationship between a society's oral tradition and the financial success of films. We combine...

Introduction: The Digital Glocalization Challenge -- Hollywood's Redefined Global Primacy in a Landscape Shaped by Streaming Platforms -- Scripted vs. Non-Scripted Entertainment for Global Audiences -- The Modus Operendi of the New Digital Platforms -- Conclusion: New Directions for the Global...