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The Franchise EraManaging Media in the Digital Economy$
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James Fleury, Bryan Hikari Hartzheim, and Stephen Mamber

Print publication date: 2019

Print ISBN-13: 9781474419222

Published to Edinburgh Scholarship Online: January 2020

DOI: 10.3366/edinburgh/9781474419222.001.0001

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Hollywood’s VR Vision: New Frontier or Virtually the Same Thing?1

Hollywood’s VR Vision: New Frontier or Virtually the Same Thing?1

(p.277) 13. Hollywood’s VR Vision: New Frontier or Virtually the Same Thing?1
The Franchise Era

James Fleury

Edinburgh University Press

James Fleury examines virtual reality in relation to Hollywood promotional strategies. As his essay explains, the virtual format may be struggling to gain mainstream adoption, but media companies continue to use it in service of their existing film, television, and video game franchises. Overall, he argues that this promotional emphasis reflects the tendency for the American film and television industry to enter emerging formats through low-risk experiments in the form of promotional content before making a larger-scale push with original material.

Keywords:   Virtual reality, Hollywood, Media franchise, Promotion

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