ABSTRACT
This conclusion presents some closing thoughts on the concepts discussed in this book. The book focused on the first decades of the twenty-first century. The roots of this book lie in people shared and long-standing enjoyment of promotional screen content. While, promotional screen content can be crass, poorly executed or even boring, at their best promotional screen texts can offer beautiful, funny, sometimes deeply moving experiences that reward just as much repeat viewing as movies and television shows. Screen output such as trailers, promos, idents, ads, companion apps, online videos, experiential media and digital shorts warrant examination not only for their potential for artistry and creativity, but also for significant role they play in the industrial, social and cultural formation of twenty-first-century media life. The agencies and departments explored in this book produce work that demands particular skills in design, animation, editing, motion graphics and strategic thinking, with staff often expected to be multidisciplinary and agile in their working practices.
