Calenda Ad 1,439,594 (excerpts)
During the first third of the 20th century, the film industry gradually took shape in several countries. At the same time, a specific form of promotion emerged, relying on merchandise derived from the big screen designed to advertise or convey the cinematic image and counteract its fleeting nature. This conference aims to examine the forms, values, and dissemination of these derivatives in relation to the emergence of a new transmedia culture, exploring its international circulation and paying particular attention to various cultural regions. We will also examine the poetics and history of these media formats, as well as the varying degrees of legitimacy accorded to film serials, film novels, photo-novels, and other transmedia hybridizations that are part of cinema’s print culture.
