Media Franchising: Creative License and Collaboration in the Culture Industries

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Media Franchising POSTMILLENNIAL POP General Editors: Karen Tongson and Henry Jenkins Puro Arte: Filipinos on the Stages of Empire Lucy Mae San Pablo Burns Spreadable Media: Creating Value and Meaning in a Networked Culture Henry Jenkins, Sam Ford, and Joshua Green Media Franchising: Creative License and Collaboration in the Culture Industries Derek Johnson Your Ad Here: The Cool Sell of Guerrilla Marketing Michael Serazio Media Franchising Creative License and Collaboration in the Culture Industries Derek Johnson a NEW YORK UNIVERSIT Y PRESS New York and London NEW YORK UNIVERSITY PRESS New York and London www.nyupress.org© 2013 by New York University All rights reserved References to Internet Websites (URLs) were accurate at the time of writing. Neither the author nor New York University Press is responsible for URLs that may have expired or changed since the manuscript was prepared. Library of Congress Cataloging-in-Publication Data Johnson, Derek, 1979– Media franchising : creative license and collaboration in the culture industries / Derek Johnson. pages cm Includes bibliographical references and index. ISBN 978-0-8147-4347-8 (hbk. : alk. paper) — ISBN 978-0-8147-4348-5 (pbk : alk. paper) — ISBN 978-0-8147-4349-2 (ebk.) — ISBN 978-0-8147-4389-8 (ebk.) 1. Cultural industries. 2. Franchises (Retail trade) I. Title. HD9999.C9472J64 2013 658.8'708—dc23 2012040758 New York University Press books are printed on acid-free paper, and their binding materials are chosen for strength and durability. We strive to use environmentally responsible suppliers and materials to the greatest extent possible in publishing our books. Manufactured in the United States of America c 10 9 8 7 6 5 4 3 2 1 p 10 9 8 7 6 5 4 3 2 1 ...