Promotional Screen Industries

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. This book explores the sector responsible for this area of media production, analysing the intermediaries - ad agencies, television promotion specialists, film trailer houses and digital design companies - that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork conducted in the UK, US and China, it encourages us to see promotion as a creative profession with its own opportunities and challenges, and outlines how shifts in the digital media environment have unsettled the boundaries of 'promotion' and 'content'.