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Santo, Avi: "Batman versus The Green Hornet. The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era." In: Cinema Journal 49.2 (2010), S. 63–85. 
Resource type: Journal Article
Languages: englisch
Peer reviewed
DOI: 10.1353/cj.0.0177
BibTeX citation key: Santo2010
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Categories: General
Keywords: "Batman", "Green Hornet", Adaption, Comic-Industrie, Comic-Verfilmung, Superheld, TV, USA
Creators: Santo
Collection: Cinema Journal
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 in-house, licensers lost the managerial autonomy and creative authority they had previously enjoyed.
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