{"product_id":"selling-the-silver-bullet-9780292772540","title":"Selling the Silver Bullet","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eUsing the Lone Ranger as a case study, this book investigates the transmedia licensing, merchandizing, and brand management of iconic characters from the 1930s through the era of media conglomeration and convergence.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgments\u003cbr\u003e Chapter 1: Hi-Yo Licensing\u003cbr\u003e Chapter 2: Putting on the Mask: Character Licensing before the Lone Ranger\u003cbr\u003e Chapter 3: Building the Franchise One Market at a Time: The Lone Ranger’s Extra-textual Career in the Late 1930s\u003cbr\u003e Chapter 4: The Lone Ranger and the Law: The Construction of Corporate Authorship\u003cbr\u003e Chapter 5: Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment\u003cbr\u003e Chapter 6: Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand\u003cbr\u003e Chapter 7: The Lone Ranger and the Mouse House Together at Last? New Twenty-First-Century Partnerships in the Licensing Biz\u003cbr\u003e Chapter 8: Parting Shots\u003cbr\u003e Notes\u003cbr\u003e Bibliography\u003cbr\u003e Index\u003cbr\u003e  ","brand":"University of Texas Press","offers":[{"title":"Default Title","offer_id":49400881480023,"sku":"9780292772540","price":19.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780292772540.jpg?v=1730471831","url":"https:\/\/bookcurl.com\/products\/selling-the-silver-bullet-9780292772540","provider":"Book Curl","version":"1.0","type":"link"}