Branded Entertainment and Cinema: The Marketisation of Italian Film, 1st Edition (Hardback) book cover

Branded Entertainment and Cinema

The Marketisation of Italian Film, 1st Edition

By Gloria Dagnino


136 pages

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Hardback: 9780815348528
pub: 2019-12-19
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The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers.

From the iconic Vespa scooterand the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries.

Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

Table of Contents


Chapter 1: Golden, plastic and lead: Italy between the 1950s and the 1970s

Chapter 2: The normalisation of anomaly: Italy between the 1980s and the 2000s

Chapter 3 The imperfect marketisation: Italian advertising and cinema in the 2000s

Conclusions: to be continued

About the Author

Gloria Dagnino, PhD, teaches film economics at the Master program in Film Studies of the Swiss Cinema Network (University of Zurich and Lausanne). She is also the Equal Opportunities officer at USI Università della Svizzera italiana. Her research interests include political economy of media, branded content, media diversity and Italian cinema.

About the Series

Routledge Critical Advertising Studies

Routledge Critical Advertising Studies tracks the profound changes that have taken place in the field of advertising. Presenting thought-provoking scholarship from both prominent scholars and emerging researchers, these groundbreaking short form publications cover cutting-edge research concerns and contemporary issues within the field. Titles in the series explore emerging trends, present detailed case studies and offer new assessments of topics such as branded content, economic surveillance, product placement, gender in marketing, and promotional screen media. Responding quickly to the latest developments in the field, the series is intellectually compelling, refreshingly open, provocative and action-oriented.

Anyone interested in contributing to the series should contact the series editor Jonathan Hardy at

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Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies