@article{oai:nagoya.repo.nii.ac.jp:02009792,
 author = {北嶋, 玲子 and KITAJIMA, Reiko},
 journal = {JunCture : 超域的日本文化研究},
 month = {Mar},
 note = {This article identifies the characteristics of Kadokawa film trailers from the 1970s to the 1980s, focusing on the practice of media mix. Although film trailers have functioned as a medium for advertising their films, the trailer has been overlooked socially and academically. However, in recent years, film trailers have expanded their distribution through TV, Internet, and social media. Such a media situation in which a Japanese film trailer combines various media came from Kadokawa, an innovation in Japanese film history and Japanese film trailers. Moving from publishing to the film industry, Kadokawa encouraged the phenomenon called media mix, which combines different media, such as film, novels, music, and magazines, and functions to promote consumption across the media. Although there has been ample research on media mix, the main focus of these studies has been on characters mediated by animation and manga, and there has yet to be a study focusing on movie trailers. Therefore, using Kadokawa film trailers since the 1970s and 1980s as case studies, this article attempts to position the film trailer as a unique film advertising media in the historical context of the Japanese film industry from the perspective of media mix. Consequently, it clarifies that Kadokawa film trailers have internalized characteristics of media mix strategy in both form and distribution, and have developed in their own unique way to transform the media ecology and production policy surrounding the spectatorship. In particular, the conversion from blockbuster films to idol films by Kadokawa changed the media mix strategy and discovered a new function for film trailers as a medium of film advertising that not only sells the film but also adds value.},
 pages = {168--182},
 title = {角川映画の予告編とメディアミックス戦略},
 volume = {15},
 year = {2024}
}