Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing
Author:   Avi Santo
Publisher:   University of Texas Press
ISBN:  

9780292772540


Pages:   331
Publication Date:   15 April 2015
Format:   Paperback
Availability:   In Print   Availability explained
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Selling the Silver Bullet: The Lone Ranger and Transmedia Brand Licensing


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Author:   Avi Santo
Publisher:   University of Texas Press
Imprint:   University of Texas Press
Dimensions:   Width: 15.20cm , Height: 2.00cm , Length: 22.90cm
Weight:   0.454kg
ISBN:  

9780292772540


ISBN 10:   0292772548
Pages:   331
Publication Date:   15 April 2015
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Acknowledgments Chapter 1: Hi-Yo Licensing Chapter 2: Putting on the Mask: Character Licensing before the Lone Ranger Chapter 3: Building the Franchise One Market at a Time: The Lone Ranger’s Extra-textual Career in the Late 1930s Chapter 4: The Lone Ranger and the Law: The Construction of Corporate Authorship Chapter 5: Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment Chapter 6: Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand Chapter 7: The Lone Ranger and the Mouse House Together at Last? New Twenty-First-Century Partnerships in the Licensing Biz Chapter 8: Parting Shots Notes Bibliography Index  

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Author Information

Avi Santo is Associate Professor in the Department of Communication and Director of the Institute for the Humanities at Old Dominion University. He is the coeditor of Making Media Work: Cultures of Management in the Entertainment Industries.

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