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Index
Front Cover
Epigraph
Title Page
Copyright
Acknowledgements
Foreword PJ Pereira
Contents
Part 1: The Need
Digitally Born Killers (or What Branded Entertainment Can Do for Brands) Ricardo Dias and Gabor Harrach
The Battle of Time and the Fallacy of the Short Attention Span Marcelo Pascoa
The News It Creates Monica Chun
Part 2: The Art of Branded Entertainment
From Product Placement to Idea Placement Pelle Sjoenell and Jason Xenopoulos
Back to Basics: Principles of Storytelling Applied to Branded Entertainment Tomoya Suzuki
Amping the Tension Pelle Sjoenell
Everyone Wants a Documentary (or Don’t Be Afraid to Live Your Truth) Gabor Harrach
Feeding Our Anger Luciana Olivares
Part 3: Opportunities Ahead
Where’s the Excellence in Sports? Misha Sher
The Future of Entertainment: Hollywood, Sports and Gaming, Gaming, Gaming! Toan Nguyen
Art, Meet Science Marissa Nance
Part 4: The Business
The Hollywood Way Jules Daly
What’s in It for the Stars? Carol Goll
Ideas That Scale: How to Create a Global TV Format Samantha Glynne
Advertising Ninjutsu and the Secret Art of Operating in the Shadows Jason Xenopoulos
Think Like a Marketer, Behave Like an Entertainer, Move Like a Tech Start-up: A Behind-the-Scenes Look at Three Cannes Grands Prix PJ Pereira
About the Authors
Index of Works Cited
Some authors
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