ABSTRACT
This chapter examines the role of the promotional screen industries, a fluid configuration of companies, agencies, and intermediaries that produce audiovisual marketing content for media and consumer brands, corporations, universities, governments, charities, and other bodies. Considering the blurring boundaries of “promotion” and “content” in the contemporary media environment, the chapter situates the promotional screen industries as a porous site of collaboration and competition within and between media and marketing industries. From film trailers, television idents and branded entertainment to online video and “influencer” vlogging, the chapter explores the hybrid sector responsible for producing, distributing, circulating, and locating promotional screen media.
