Exporting Hollywood

The author describes how the U.S. entertainment industry develops the global appeal of its films, TV shows, and celebrities; and how marketers in other industries can benefit from imaginative tie-ins with entertainment programmes distributed worldwide.

Exporting Hollywood

A look at the global impact of entertainment

Murray Schwartz,RPMC

A young urban professional in Jakarta rushes home to watch the last episode of Seinfeld on TV, Argentine teenagers join the X-Files fan club. Huge ads in downtown Rome advertise...