How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing.

The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era.

Joel Augros is Associate Professor of Film at the Université Paris 8 - Vincennes, France.

Nolwenn Mingant is Associate Professor of American Studies at the Université de Nantes, France. She is the author of Hollywood à la conquête du monde: Marché, stratégies, influences (2010). She is a co-founding member of research group CinEcoSA and co-organizer of research seminar MENA Cinema.

Cecilia Tirtaine is Senior Lecturer in British Studies at the Université Sorbonne Nouvelle - Paris 3, France. She is a co-founding member of research group CinEcoSA, and a co-founder and associate editor of peer-reviewed international online journal InMedia.