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Transmedia Marketing by Anne Zeiser

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CHAPTER 22Trailers, Promos, and Sizzlers

Video is the first language of today’s media makers and media marketers. Professional or homegrown, videos are created and shared as readily as taking another breath. People love telling the story of their marriage proposal or teasing a new digital app through the storytelling device of video. And others consume these videos in equal measure, fueling the creative drive.

While the moving picture has been around since the late nineteenth century, short-form video has burst on the scene because of mobile devices. You can shoot decent-looking video and easily share it from your smartphone—production equipment and distribution in a single device. Gen Xers and Gen Yers are all DIY filmmakers and film critics. ...

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