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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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