ABSTRACT
This chapter examines the composition of the promotional screen industries by tracing the ways in which advertising and media agencies, film and television marketing companies, and digital media design specialists are adapting to the contemporary promotional environment. Red Bee offers a means of examining the divisions, roles and agency routines that inform promotional screen practice in a company that sits in the blurred space between the sectors of advertising, broadcasting and digital design. In contemporary media culture, screen promotion is increasingly designed for multiple sites and platforms. The fragmentation of the media landscape and changes brought about by technological convergence have altered the structure of the advertising industry. Television production companies like Twofour, Endemol, Fremantle, and Maverick Television are diversifying into the production of digital video content, games, apps and branded events for the film, television and advertising industries.
