Thinking Outside the Canvas: The Lost Art of Cinema Billboards in SouthKorea and India
Date
2019
Authors
Maliangkay, Roald
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Publisher
University of Hawai'i Press
Abstract
Cinema billboards are like most forms of print advertising: they aim to
attract the target consumer by announcing a product’s existence, emphasizing
its uniqueness, and providing basic information on its value.
Their purpose is to sell a product that will not offer any immediate
benefit in dealing with the toils of everyday life but an enjoyable reprieve
from them instead. At the same time, as with fads and fashion, they also
promise a marker of positive social distinction to the many consumers
wishing to remain informed on the latest developments in a particular
area of popular culture.1 But despite the importance of making people
believe that the product is something they ought not to miss out on,
providing more than basic information is no option: the appeal of the
product must be instantaneous. A degree of sensationalism, suspense,
or the promise of something not shown elsewhere is therefore crucial to
the success of movie billboards and related marketing media.2 Another
critical factor these days is the use of digital technology to target consumers
at any place and time. But while posters could build momentum
by way of the careful distribution of particular information over
time or appear virtually everywhere for a limited period, in the past
painted cinema billboards tied the experience of a movie to a particular
cinema, relying on their shape, size, and content for maximum impact.
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Book chapter
Book Title
Pop Empires
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2037-12-31
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