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‘Greek Screen Industries’ edited by Georgia Aitaki, Lydia Papadimitriou and Yannis Tzioumakis
  • ISSN: 2052-3971
  • E-ISSN: 2052-398X

Abstract

This article focuses on the specific field that merges advertising, screen entertainment, branding and promotion, namely branded entertainment, in an attempt to localize and contextualize the processes, texts, paratexts and discourses that lead to the building of branded worlds and communities, during the period of the Greek financial crisis, since 2009. It presents data from interviews with film and advertising professionals about the past of the synergy between cinema and the advertising industry. Additionally, a number of recent audio-visual campaigns by advertising agency Ogilvy Greece are analysed. Taking into consideration the long-standing proximity between Greek promotional industries and cinema, and its more recent framing as a product of media convergence, this article adopts a screen industries perspective on branded entertainment in Greece. As such, it demonstrates the ways in which the latter has been influenced by particular production cultures characterized by a merging between art cinema and television authorship, the inclusion of particular themes, especially prompted by the presence of creators who migrate from one medium to another.

© 2020 Intellect Ltd
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2020-10-01
2025-03-20
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/content/journals/10.1386/jgmc_00015_1
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Promotional Greek screen industries: Branded entertainment in the digital age
Journal of Greek Media & Culture 6, 241 (2020); https://doi.org/10.1386/jgmc_00015_1
/content/journals/10.1386/jgmc_00015_1
/content/journals/10.1386/jgmc_00015_1
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  • Article Type: Article
Keyword(s): branded entertainment; Greek advertisement; Greek screen studies; Greek weird wave; New Greek Cinema; promotional industries

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