Film Marketing is the only book you need on the subject. Kerrigan is a world class expert who understands both the historical, as well as the up-to-the-minute realities of marketing film. She presents the complex, ever-changing world of film with fluidity and great insight. It is a must read for all producers, executives and students. ... Read more Gillian Gordon, Senior Lecturer, Royal Holloway University of London, UK. Readers with an interest in the motion picture industry in general and the marketing of films in particular will applaud this updated edition of Finola Kerrigan's classic on Film Marketing - to which she has added an expanded focus on the co-production of value by producers and consumers, with greater attention to the role of the audience in the interpretive reception of motion pictures. Her concerns range from the historical development of the film industry to movie marketing in the age of social media, to the nature of the cinematic consumption experience, to the societal impact of motion pictures. A must-read for all movie business buffs. Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, USA. With her first edition, Finola Kerrigan instantly provided the authoritative study of film marketing. Now this enriched and updated edition provides the very best text on contemporary marketing practices in the film business. Again the book demonstrates Kerrigan's impressive ability to clearly communicate while synthesizing concepts and insights from a range of perspectives. This is essential reading for anyone seeking to understand how marketing forms the vital link between the producers and consumers of films. Paul McDonald, Head of Department, Culture, Media and Creative Industries, King's College London, UK. Show Less