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Stars and Stories: How Films Became Branded Products

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  • Bakker, Gerben

Abstract

Between 1890 and 1940, motion pictures changed from technological novelties into heavily branded consumer products. The high sunk costs and short “shelf-life” of movies led film producers to borrow branding techniques from other consumer goods industries. They tried to build audience loyalty around a number of characteristics, but eventually learned that stars and stories were the most effective “promotion machines,” able swiftly to generate massive brand-awareness and to persuade consumers to see a new film. Data from the United States, Britain, and France showing the disproportionate distribution of income and fame among stars confirm their role as persuaders. Ultimately, film producers extended the life of their products by licensing their instant, tradable brands to other consumer goods industries.

Suggested Citation

  • Bakker, Gerben, 2001. "Stars and Stories: How Films Became Branded Products," Enterprise & Society, Cambridge University Press, vol. 2(3), pages 461-502, September.
    • Handle: RePEc:cup:entsoc:v:2:y:2001:i:03:p:461-502_00
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    Cited by:

    1. repec:ehl:wpaper:47507 is not listed on IDEAS
    2. Gerben Bakker, 2005. "The decline and fall of the European film industry: sunk costs, market size, and market structure, 1890–1927," Economic History Review, Economic History Society, vol. 58(2), pages 310-351, May.
    3. repec:ehl:wpaper:22348 is not listed on IDEAS
    4. Michael Pokorny & John Sedgwick, 2010. "Profitability trends in Hollywood, 1929 to 1999: somebody must know something1," Economic History Review, Economic History Society, vol. 63(1), pages 56-84, February.
    5. John Sedgwick & Michael Pokorny, 2005. "The film business in the United States and Britain during the 1930s," Economic History Review, Economic History Society, vol. 58(1), pages 79-112, February.
    6. repec:ehl:wpaper:59304 is not listed on IDEAS
    7. repec:ehl:wpaper:56333 is not listed on IDEAS
    8. repec:ehl:wpaper:22316 is not listed on IDEAS
    9. Guangchao Charles Feng, 2017. "The dynamics of the Chinese film industry: factors affecting Chinese audiences’ intentions to see movies," Asia Pacific Business Review, Taylor & Francis Journals, vol. 23(5), pages 658-676, October.
    10. Silver, Gregory Mead, 2010. "Economic effects of vertical disintegration: the American motion picture industry, 1945 to 1955," Economic History Working Papers 30043, London School of Economics and Political Science, Department of Economic History.
    11. repec:ehl:wpaper:49081 is not listed on IDEAS
    12. repec:ehl:wpaper:22366 is not listed on IDEAS

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