Location-Based Entertainment: the Move from Message to Medium in Marketing
Increases in disposable income and discretionary time have opened the doors to all sectors of the entertainment industry, with each of them doing their best to grab the consumer's time and money. This book has focused on how entertainment marketing has helped accomplish that goal. However, as the entertainment industry takes a bigger slice of the income pie, other industries are peering under the tent to see what all the hubbub is about. Suddenly, the rest of the world seems to have realized that a great experiencethe heart of entertainmentcan do a lot more than fill discretionary time. It can also entice consumers, grabbing their interest and building their brand loyalty.
In this chapter, we'll take a look at the growth in certain sectors of the out-of home entertainment industryand how entertainment made the move from message to medium in marketing.