While moving image advertising has been around us, everywhere, for at least a century, the topic has tended to be overlooked by cinema studies. This far-reaching new collection makes an incisive contribution to a new field of study, by exploring the history, theory and practice of moving image advertising, and emphasising the dynamic and lasting relationships between print, film, broadcasting and advertising cultures.

In chapters written by an international ensemble of leading scholars and archivists, the book covers a variety of materials from pre-show advertising fi lms to lantern slides and sponsored 'educationals'. With case studies of advertising campaigns and archival collections from a range of different countries, and giving consideration to the problems that advertising materials pose for preservation and presentation, this rich and expansive text testifies to the need for a new approach to this burgeoning subject that looks beyond the mere study of promotional film.

Bo Florin is Associate Professor of Cinema Studies at Stockholm University, Sweden.

Nico de Klerk is a film historian and researcher at the Ludwig Boltzmann Institute for History and Society, Vienna. He is on the editorial board of The Moving Image, the Journal of the Association of Moving Image Archivists.

Patrick Vonderau is Professor of Cinema Studies at Stockholm University, Sweden.

Acknowledgments
Notes on Contributors
Introduction: On Advertising's Relation to Moving Pictures; Patrick Vonderau
PART I: HISTORIES AND APPROACHES
1. Advertising and Film: A Topological Approach; Yvonne Zimmermann
2. International Harvester, Business Screen and the History of Advertising Film; Gregory A. Waller
3. Selling Machines: Film and its Technologies at the New York World's Fair; Haidee Wasson
4. Selling the Motion Picture to the fin de siècle American Public; William Uricchio
5. Early Advertising and Promotional Films, 1893–1900: Edison Motion Pictures as a Case Study; Charles Musser
PART II: FORMS AND PRACTICES
6. Advertising and Animation: From the Invisible Hand to Attention Management; Michael Cowan
7. More than Product Advertising: Animation, Gasparcolor and Sorela's Corporate Design; Sema Colpan and Lydia Nsiah
8. Dream-work: Pan Am's New Horizons in Holland; Nico de Klerk
9. The Five-Year Plan on Display: Czechoslovakian Film Advertising; Lucy Česálková
10. Advertising Form, Technological Change and Screen Practices in the United States; William Boddy
11. The Best Thing on TV: 1960s US Television Commercials; Cynthia B. Meyers
12. The Bear Facts: Commercial Archaeology and the Sugar Bear Campaign; Skip Elsheimer and Devin Orgeron
13. Kim Novak and Morgan Stairways: Thinking about the Theory and History of the Tie-in; Patrick Vonderau
PART III: ARCHIVES AND SOURCES
14. Coming Soon! Lantern Slide Advertising in the Archive; Rob Byrne
15. The Hidden Film-maker; Dylan Cave
16. Robin Hood and the Furry Bowlers: Animators vs Advertisers in Early British Television Commercials; Jez Stewart
17. Ahead of Its Showtime: The Packard Humanities Institute Collection at the Academy Film Archive; Cassie Blake
18. Parsing the Archive of Rudolf Mayer Film, Vienna, 1937–1939; Joachim Schätz
19. The Film Group's Cinéma Vérité TV Ads; Andy Ulhrich
20. The Challenge of Archiving Commercials; Catherine Cormon
21. The Geesink Collection: Selection Criteria Reconsidered; Leenke Ripmeester
22. The Archivio Nazionale Cinema d'Impresa Collections: An Overview; Arianna Turci
Select Bibliography
Index