Journalism Studies Commons^™

The Web And The Blockbuster Poster: An Examination Of The Impact Of Streaming Services On Movie Advertising, Holden Edward Strausser

Graduate Theses, Dissertations, and Problem Reports

The year 2020 brought a widespread closure of movie theaters, exacerbating a trend wherein streaming services gained an increasing importance in movie distribution. This study examines how the changing nature of the motion picture distribution market after the advent of the streaming service is reflected in movie advertising, specifically the movie poster. The research uses a content analysis methodology to compare film posters across time, from before the beginning of streaming services to the arrival of the 2020 COVID-19 pandemic in the United States. Analysis is derived from Uses and Gratifications theory and scholarship on star power. The research shows …