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Santo, Avi. Selling the Silver Bullet: The lone ranger and transmedia brand licensing. Texas Film and Media Studies. Austin: Univ. of Texas Press, 2015. 
Added by: joachim (2/17/17, 4:58 PM)   Last edited by: joachim (5/24/18, 3:12 PM)
Resource type: Book
Language: en: English
ID no. (ISBN etc.): 978-0-292-77253-3
BibTeX citation key: Santo2015
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Categories: General
Keywords: "The Lone Ranger", Comic book industry, Intermediality, USA, Western
Creators: Santo
Publisher: Univ. of Texas Press (Austin)
Views: 42/659
Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children’s properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger’s eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions.
Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bulletfocuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters’ reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger’s decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field’s development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.

Table of Contents

Acknowledgments (iv)

1. Hi-Yo Licensing (1)
2. Putting on the Mask: Character Licensing before the Lone Ranger (24)
3. Building the Franchise One Market at a Time: The Lone Ranger’s Extra-textual Career in the Late 1930s (39)
4. The Lone Ranger and the Law: The Construction of Corporate Authorship (81)
5. Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment (116)
6. Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand (154)
7. The Lone Ranger and the Mouse House Together at Last? New Twenty-First-Century Partnerships in the Licensing Biz (195)
8. Parting Shots (241)

Notes (257)
Bibliography (291)
Index (309)

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