Batman versus The Green Hornet: The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era

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TitleBatman versus The Green Hornet: The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era
Publication TypeJournal Article
Year of Publication2010
Authors
Refereed DesignationRefereed
JournalCinema Journal
Volume49
Start Page63
Issue2
Pagination63-85
KeywordsBatman, 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.

URLhttp://muse.jhu.edu/journals/cinema_journal/summary/v049/49.2.santo.html
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