Semester
Spring
Date of Graduation
2022
Document Type
Thesis
Degree Type
MS
College
Reed College of Media
Department
Not Listed
Committee Chair
Robert Britten
Committee Co-Chair
Steve Urbanski
Committee Member
Steve Urbanski
Committee Member
Geah Pressgrove
Committee Member
Elizabeth Cohen
Abstract
The year 2020 brought a widespread closure of movie theaters, exacerbating a trend wherein streaming services gained an increasing importance in movie distribution. This study examines how the changing nature of the motion picture distribution market after the advent of the streaming service is reflected in movie advertising, specifically the movie poster. The research uses a content analysis methodology to compare film posters across time, from before the beginning of streaming services to the arrival of the 2020 COVID-19 pandemic in the United States. Analysis is derived from Uses and Gratifications theory and scholarship on star power. The research shows filmmakers are related to both cognitive and affective appeals as well as growth in affective and integrative appeals.
Recommended Citation
Strausser, Holden Edward, "The Web and the Blockbuster Poster: An Examination of the Impact of Streaming Services on Movie Advertising" (2022). Graduate Theses, Dissertations, and Problem Reports. 11226.
https://researchrepository.wvu.edu/etd/11226
Included in
Journalism Studies Commons, Mass Communication Commons, Public Relations and Advertising Commons