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03481aam a2200481 i 4500 001 6B7360B4DCB911EC8436229451ECA4DB 003 SILO 005 20220526010039 008 210715s2021 inua b 001 0 eng 010 $a 2021034405 020 $a 0253059380 020 $a 9780253059383 020 $a 0253059399 020 $a 9780253059390 035 $a (OCoLC)1238090058 040 $a DLC $b eng $e rda $c DLC $d OCLCO $d OCLCF $d YDX $d SILO 042 $a pcc 043 $a n-us--- 050 00 $a HF5844 $b .G76 2021 082 00 $a 659.1/52 $2 23 100 1 $a Groskopf, Jeremy, $e author. 245 10 $a Profit margins : $b the American silent cinema and the marginalization of advertising / $c Jeremy Groskopf. 264 1 $a Bloomington, Indiana : $b Indiana University Press, $c [2021] 300 $a x, 332 pages : $b illustrations ; $c 24 cm 504 $a Includes bibliographical references and index. 505 0 $a Introduction: Advertising Looks at Cinema -- The Front Cover Medium: Lantern Slides, Temporality, and the Commercial Break -- Screen Sugar Pills: The Advertising Trailer and the Commercialized Intermission -- Watch This Space: Peripheral Advertising Through Technologies -- The Cinema Wants to Be Free: Parks, Tickets, and Advertiser-Funded Cinema -- Conclusion: Intemperate Proclamations. 520 $a "Between 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. In Profit Margins, 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. An important read for film studies and the history of marketing, Profit Margins exposes the fascinating truth surrounding the invention of cinema advertising techniques and the resulting rhetoric of class division"-- $c Provided by publisher. 650 0 $a Motion pictures in advertising $z United States $x History. 650 0 $a Silent films $z United States $x History. 650 0 $a Advertising $z United States $x History. 650 0 $a Social classes $z United States $x History. 650 0 $a Market segmentation $z United States $x History. 650 7 $a Advertising. $2 fast $0 (OCoLC)fst00797511 650 7 $a Market segmentation. $2 fast $0 (OCoLC)fst01010139 650 7 $a Motion pictures in advertising. $2 fast $0 (OCoLC)fst01027435 650 7 $a Silent films. $2 fast $0 (OCoLC)fst01118542 650 7 $a Social classes. $2 fast $0 (OCoLC)fst01122346 651 7 $a United States. $2 fast $0 (OCoLC)fst01204155 655 7 $a History. $2 fast $0 (OCoLC)fst01411628 776 08 $i Online version: $a Groskopf, Jeremy. $t Profit margins $d Bloomington, Indiana : Indiana University Press, [2021] $z 9780253059376 $w (DLC) 2021034406 941 $a 1 952 $l OVUX522 $d 20231117015311.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=6B7360B4DCB911EC8436229451ECA4DBInitiate Another SILO Locator Search