The corporate bandwagon: should entertainment get on board?

Karissa Kruse

This paper examines the lack of brand awareness of the cinema studios. While individual films and their stars are at the attention of the public there is little attention to the organisations that made the films.

the corporate bandwagon

Should entertainment get on board?

Karissa KruseUniversity of Pennsylvania

An anxious buzz of excitement sends a tingle down your spine. The ticket you hold in your hand is the key to a two-hour thrill ride with your favourite stars. As you enter the lobby, the familiar smell of popcorn greets you like a comfortable friend. The lights go down. You sit back, ready to enjoy the show.

This is the movie-going experience, an opportunity to see your favourite stars or directors entertain you. But where are the studios in this mix? Are you aware that they...

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