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

Santo, Avi

Cinema Journal, 1 January 2010, Vol.49(2), pp.63-85 [Peer Reviewed Journal]

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Title:
"Batman" versus "The Green Hornet": The Merchandisable TV Text and the Paradox of Licensing in the Classical Network Era
Author/Creator: Santo, Avi
Language: English
Subjects: Business -- Business administration -- Corporate communications ; Business -- Accountancy -- Financial accounting ; Business -- Industry -- Industrial sectors ; Business -- Business administration -- Corporate communications ; Economics -- Economic disciplines -- Labor economics ; Social sciences -- Communications -- Advertising ; Social sciences -- Population studies -- Human populations ; Law -- Administrative law -- Commercial law ; Business -- Business structures -- Corporations ; Arts -- Literature -- Literary genres
Is Part Of: Cinema Journal, 1 January 2010, Vol.49(2), pp.63-85
Description: 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.
Identifier: ISSN: 00097101 ; E-ISSN: 15272087

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