Concerns with US domination of European cinema screens and the apparent lack of success of policy makers to support sustainable development of the film industry has meant that these issues have remained topical for policy makers and researchers. This is also evidenced by both media attention and an increased research focus on the film industry, particularly from a marketing perspective.1–7 To date, neither policy nor empirical research has had a significant impact on the development and understanding of the industry. This paper seeks to bridge the perceived gap between policy and the practice of film marketing in Europe.
The interface between film marketing policy and practice in Europe offers an interesting venue to explore. While the macro-environment is invariably emphasised in terms of its impact on marketing, many marketing academics and practitioners neglect the role that policy plays in shaping the practice of marketing.
This paper undertakes an historical analysis of protectionism in the US film industry from its inception and highlights the likely impact of similar protectionism in the European context. It also explains how Hollywood studios control domestic and international markets. The historical overview shows the importance of vertical integration in producing a successful marketing campaign. An exploration of the debate focusing on the call for liberalisation of the global audiovisual market is also undertaken from an industrial and cultural perspective to assess the possible impact that this will have upon film marketing in Europe, in addition to the implications for European cultural identity. Copyright © 2004 Henry Stewart Publications
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