Selling the Silver Bullet : : The Lone Ranger and Transmedia Brand Licensing / / Avi Santo.
Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of...
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| Superior document: | Title is part of eBook package: De Gruyter University of Texas Press Complete eBook-Package 2014-2015 |
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| VerfasserIn: | |
| Place / Publishing House: | Austin : : University of Texas Press, , [2021] ©2015 |
| Year of Publication: | 2021 |
| Language: | English |
| Series: | Texas Film and Media Studies Series
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| Online Access: | |
| Physical Description: | 1 online resource (319 p.) |
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Table of Contents:
- Frontmatter
- Contents
- Acknowledgments
- 1. Hi-Yo Licensing
- 3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-Textual Career in the Late 1930s
- 4. The Lone Ranger and the Law: The Construction of Corporate Authorship
- 5. Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment
- 6. Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand
- 7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First- Century Partnerships in the Licensing Biz
- 8. Parting Shots
- Notes
- Bibliography
- Index