Comic-Con and the Business of Pop Culture: What the World's Wildest Trade Show Can Tell Us About the Future of Entertainment

By Rob Salkowitz

The Comic-Con phenomenon—and what it ability for your business
The annual trade exhibition Comic-Con overseas isn't simply enjoyable and video games. in response to award-winning enterprise writer and futurist Rob Salkowitz it's a "massive concentration staff and advertising and marketing megaphone" for Hollywood—and in Comic-Con and the company of dad Culture, he examines the company of pop culture during the lens of Comic-Con.
Salkowitz bargains an pleasing and great examine the express, supplying an in depth examine the comic-book and videogame industries' increasing impression on advertising and marketing, promoting, and the leisure industry.
Rob Salkowitz is founder and precept advisor for the communications company MediaPlant, LLC.

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If that development might be sustained, the way forward for the “mainstream” seems brighter than it has in a long time, regardless of the inherent fragility of a enterprise version that depends upon the continuing overall healthiness and development of a unmarried distributor. The clannish, dysfunctional comics may well prove lighting fixtures the way in which ahead in electronic distribution for different content-driven companies, succeeding the place a lot higher-stakes media like track and video have failed. through backing into the long run, the massive publishers could have stumbled onto a payday—at least in the mean time. There’s anything else to think about: all of those matters approximately monopoly, rights administration, and zero-sum video games subject simply while you're speaking in regards to the mainstream comics company, with its ties to the bigger international of licensing, leisure, and transmedia. Superman, Spider-Man, strolling useless, and Wolverine are manufacturers up to they're tale assets, although they're dependent essentially within the comics medium. in the event that they are to proceed as revenue-generating comics homes, they wish distribution services and profit versions which are scaled to a mass marketplace. they wish a electronic channel that at the very least resembles the present print channel, with all of its integrated complexities and protections. yet what if the way forward for popular culture seems extra just like the international of webcomics and indie publishers than just like the global of superheroes? during this situation, expertise services don’t have to be eager about lock-in, standardization, and rights administration, and don’t have to tiptoe round the gentle sensitivities of shops. the substitute constraints on pricing and availability of electronic content material don't follow. there's room for larger innovation and not more mediation among the content material creators and the viewers. As with webcomics, somebody can play, and reliable principles will locate their technique to the marketplace; as with the burgeoning international of direct-to-web movies, selfmade tasks from gifted creators can turn out influencing and outperforming big-budget, A-list blockbusters. this can be the version that’s taking carry within the photo novel area, the place a various team of builders is operating with publishers and creators to create customized apps to augment the content material of photograph e-books. The image novel and indie industry hasn't ever been ruled via creditors and obsessive completists, so there isn't any compelling want for traditional readers to “standardize” on one software for interpreting photo novels. Amazon bargains its personal image novel reader program for the Kindle fireplace, yet shoppers have many choices to select from. One instance is the electronic version of Eric Shanower’s epic Trojan War–themed photo novel Age of Bronze, published in per month segments beginning in October 2011. The customized app makes use of the “Seen” engine, created by means of writer Throwaway Horse LLC (which additionally released illustrated annotated models of Ulysses and The Waste Land in electronic format), to supply a page-by-page interactive reader’s consultant, plus extra content material equivalent to personality profiles, maps, and a integrated forum the place clients can have interaction with the creators and each other.

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