©2019-2029 Juli S. Pitzer

research

I am currently writing to complete my dissertation as an ABD PhD Candidate in Film & Media Studies at the University of Kansas. ​

Dissertation Working Title: 

Branding the Cultureplex in the 21st Century: A Case Study of the Alamo Drafthouse Cinema, 1997-2016

This study analyzes the socio-economic, post-digital era movie theatre marketing and branding practices that has transitioned the multiplex to the 'cultureplex'. 

The case study is made up of primary source interviews with the CEO and Key Players at the Alamo Drafthouse Cinema, as well as archival research with trade magazines, journals, and newspapers. Additional research data was collected during my research-funded participation at the National Association of Theater Owners' (NATO) premiere international film exhibitor's convention and trade show CinemaCon from 2014 to 2016. 

Chapter 1 - From Multiplex to Cultureplex: A Historiography of Film Exhibitor's Marketing & Branding Techniques

Chapter 2 - Alamo Drafthouse Brand Culture: Corporate Positioning and Strategy

Chapter 3 - Alamo Drafthouse and the Audience: Creation of Cultural Micocommunities

Chapter 4 - The Cultureplex and Future of Cinemagoing

Select Bibliography: 

Ackland, Charles. Screen Traffic: Movies, Multiplexes, and Global Culture. Duke University Press: Durham, 2003.

Belton, John. Widescreen Cinema. Harvard University Press: Cambridge, Massachusetts, 1992. 

Bourdieu, Pierre. The Field of Cultural Production. Columbia University Press: New York, 1993.

Finney, Angus. The International Film Business: A Market Guide Beyond Hollywood. Routledge: London, 2010.

Gomery, Douglas. Shared Pleasures: A History of Movie Presentation in the United States. The University of Wisconsin Press: Madison, Wisconsin, 1992.

Grainge, Paul. Brand Hollywood: $elling Entertainment in a Global Media Age. Routledge: London, 2008.

Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York University Press: New York, 2010. 

Havens, Timothy and Amanda D. Lotz. Understanding Media Industries. Oxford University Press: Oxford, 2012.

Holt, Douglas and Douglas Cameron. Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. Oxford University Press: Oxford, 2010. 

Klinger, Barbara. Beyond the Multiplex: Cinema, New Technologies, and the Home. University of California Press: Berkeley, 2006. 

Marich, Robert. Marketing to Moviegoers: A Handbook of Strategies and Tactics. 3rd Ed. Southern Illinois University Press: Carbondale, Illinois, 2013.

Mingant, Nolwenn, Cecilia Tirtaine and Joel Augros. Film Marketing into the Twenty-First Century. Palgrave: London, 2015. 

Sassatelli, Roberta. Consumer Culture: History, Theory and Politics. Sage Publications: London, 2007.

Tryon, Chuck. On-Demand Culture: Digital Delivery and the Future of Movies. Rutgers University Press: New Brunswick, New Jersey, 2013.

Tryon, Chuck. Reinventing the Cinema: Movies in the Age of Media Convergence. Rutgers University Press: New Brunswick, New Jersey, 2009.

Waller, Gregory A. Mainstreet Amusements: Movies and Commercial Entertainment in a Southern City, 1896-1930. Smithsonian Institution Press: Washington, 1995.

Waller, Gregory A. Moviegoing in America: A Sourcebook in the History of Film Exhibition. Blackwell Publishers: Malden, Massachusetts, 2002.

Wernick, Andrew. Promotional Culture: Advertising, Ideology and Symbolic Expression. Sage Publications: London, 1991.