Batman versus The Green Hornet: The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era
by Avi Santo — Old Dominion University
April 21, 2010 – 07:24
| Title | Batman versus The Green Hornet: The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era |
| Publication Type | Journal Article |
| Year of Publication | 2010 |
| Refereed Designation | Refereed |
| Authors | |
| Journal | Cinema Journal |
| Volume | 49 |
| Issue | 2 |
| Start Page | 63 |
| Pagination | 63-85 |
| Keywords | Batman, Green Hornet, Licensing and Merchandizing |
| Abstract | This article analyzes the shifting positions and dispositions of licensers in the mid-1960s through a case study comparing the highly successful Batman (ABC, 1965–1967) TV series merchandising campaign with the struggles encountered in producing and merchandising The Green Hornet (ABC, 1966). As licensing moved inhouse, licensers lost the managerial autonomy and creative authority they had previously enjoyed. |
| URL | http://muse.jhu.edu/journals/cinema_journal/summary/v049/49.2.santo.html |
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