Introduction Part 1: The Blurring Boundaries of Promotion and Content 1. On Promotional Screen Content 2. On the Promotional Screen Industries Part 2: Media Promotion 3. Mobile Communication: Screen advertising and Shareable Media 4. Television: Transmedia and Second Screens 5. Movies: Trailers and the Infrastructure of Blockbuster Marketing 6. Events and Spaces: Digital Animation and Experiential Design Conclusion: Only Promotion

"This is a landmark study and a compelling account of productive fieldwork across media in the promotional screen industries. Sets a methodological standard for future production studies research. Its careful, interview-based, multi-year ethnography mines theoretical insights from complex creative labor and institutional practices rather than from textual theories. The book effectively underscores the clear value of scholar-practitioner interactions and systematically integrated cultural-industrial analysis. Well-written and astutely reasoned, a must-read for anyone studying the contemporary media industries."John T. Caldwell, Professor of Film, Television, and Digital Media, UCLA"This is a truly superb book that throws down a gauntlet to media studies to expand in interesting, vital ways, and that then picks that gauntlet back up and uses it with skill and panache, showing us how to study promotional screen industries. It’s pathbreaking, exciting, and excellent, full of raw information and smart, thoughtful ideas."Jonathan Gray, Professor of Media and Cultural Studies, University of Wisconsin, Madison"Read as a guide to today’s hybridized marketing, branding and advertising screen industries this is undoubtedly an impressive book. But approached as an intervention in the field from two leading members of the ‘paratextual cohort’, it is even more dazzling. Drawing on international fieldwork and an instructive range of case studies, Grainge and Johnson convincingly make the case for just how creative, aesthetically vibrant, and culturally significant the work of the promotional screen industries can be."Matt Hills, Professor of Film and TV Studies, Aberystwyth University