ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book is concerned with companies and occupations that make up the promotional screen industries. The study of paratexts helps deepen thinking about the relation of promotional screen media to the textual construction of film and television. Surrounding serial dramas as part of the multiplatform programme strategies of television networks, Max Dawson suggests that television digital shorts have their own native aesthetic characterized by streamlined exposition, discontinuous montage and ellipsis, and decontextualized narrative or visual spectacle. Promax UK is one of many trade gatherings within the advertising, marketing and media industries. Rewarding promos like 'Meet the Superhumans' allows a relatively unseen professional community to forge its identity and legitimate its value within the transactional markets that surround media industries. When Promax commissioned the design of its Gold award statuette in 1995, it was titled the Muse of Creativity.
