LEADER 04057nam  22005895  450 
001 9910300033303321
005 20200630043859.0
010   $a3-319-93106-7
024 7 $a10.1007/978-3-319-93106-7
035   $a(CKB)4100000005323587
035   $a(DE-He213)978-3-319-93106-7
035   $a(MiAaPQ)EBC5475344
035   $a(EXLCZ)994100000005323587
100   $a20180724d2018      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 14$aThe Road to Wicked $eThe Marketing and Consumption of Oz from L. Frank Baum to Broadway /$fby Kent Drummond, Susan Aronstein, Terri L. Rittenburg
205   $a1st ed. 2018.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2018.
215   $a1 online resource (XI, 336 p. 5 illus. in color.) 
311   $a3-319-93105-9 
327   $a1. We?re Off to See the Wizard: In Search of Cultural Sustainability -- 2. The Wonderful Wizard of Marketing: L. Frank Baum as Producer and Promoter -- 3. Extending the Yellow Brick Road: More Books and a Technicolor Rainbow -- 4. Of Living Rooms and Libraries: Oz?s Journey from Fairy Tale to Myth -- 5. Expanding the Map: Oz in the Public Domain -- 6. Telling and Selling: The Untold Story of the Witches of Oz -- 7. ?My Entire Body was Shaking?: Consumers Respond to Wicked -- 8. ?The Audience Unites in One Big ?Yes!??: Theater Professionals Reflect on Wicked -- 9. Pulling Back the Curtain: Wicked Experiences -- 10. Whither Oz?: Stepping Into the 21st Century -- 11. At the Gates of the Emerald City: Towards a New Theory of Cultural Sustainability.
330   $aThe Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability? the capacity of artists, narratives, art forms, and genres to remain viable over time?and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum?s 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful?Disney?s recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it.
606   $aPopular Culture
606   $aTheater
606   $aIndustrial management
606   $aChildren's literature
606   $aPopular Culture $3https://scigraph.springernature.com/ontologies/product-market-codes/411170
606   $aTheatre Industry$3https://scigraph.springernature.com/ontologies/product-market-codes/415110
606   $aMedia Management$3https://scigraph.springernature.com/ontologies/product-market-codes/513020
606   $aChildren's Literature$3https://scigraph.springernature.com/ontologies/product-market-codes/823000
606   $aContemporary Theatre$3https://scigraph.springernature.com/ontologies/product-market-codes/415040
615  0$aPopular Culture.
615  0$aTheater.
615  0$aIndustrial management.
615  0$aChildren's literature.
615 14$aPopular Culture .
615 24$aTheatre Industry.
615 24$aMedia Management.
615 24$aChildren's Literature.
615 24$aContemporary Theatre.
676   $a791.436
700   $aDrummond$b Kent$4aut$4http://id.loc.gov/vocabulary/relators/aut$0988781
702   $aAronstein$b Susan$4aut$4http://id.loc.gov/vocabulary/relators/aut
702   $aRittenburg$b Terri L$4aut$4http://id.loc.gov/vocabulary/relators/aut
906   $aBOOK
912   $a9910300033303321
996   $aThe Road to Wicked$92260884
997   $aUNINA