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Selling the Silver Bullet : The Lone Ranger and Transmedia Brand Licensing / Avi Santo.

By: Material type: TextTextSeries: Texas Film and Media Studies SeriesPublisher: Austin : University of Texas Press, [2021]Copyright date: ©2015Description: 1 online resource (319 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9781477303962
Subject(s): DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.15 .S36 2015
  • HF5415.15 .S36 2015eb
Other classification:
  • online - DeGruyter
Online resources:
Contents:
Frontmatter -- Contents -- Acknowledgments -- 1. Hi-Yo Licensing -- 3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-Textual Career in the Late 1930s -- 4. The Lone Ranger and the Law: The Construction of Corporate Authorship -- 5. Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment -- 6. Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand -- 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz -- 8. Parting Shots -- Notes -- Bibliography -- Index
Summary: Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children’s properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger’s eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters’ reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger’s decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field’s development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9781477303962

Frontmatter -- Contents -- Acknowledgments -- 1. Hi-Yo Licensing -- 3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-Textual Career in the Late 1930s -- 4. The Lone Ranger and the Law: The Construction of Corporate Authorship -- 5. Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment -- 6. Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand -- 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz -- 8. Parting Shots -- Notes -- Bibliography -- Index

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children’s properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger’s eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions. Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters’ reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger’s decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field’s development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 26. Apr 2022)