Doctor Who: The Unfolding Event — Marketing, Merchandising and Mediatizing a Brand Anniversary

Authors: Matt Hills



The BBC TV series Doctor Who celebrated its 50th anniversary in 2013; this book analyses how promotion, commemorative merchandise and 3D cinema screenings worked paratextually to construct a 'popular media event' while sometimes uneasily integrating public service values and consumerist logics.

Table of contents

Front Matter

Introduction: Media Anniversaries — Brand, Paratext, Event … and the Hype of the Doctor

Marketing the 50th Anniversary — Brand Management and the Cultural Value of the Doctor

Merchandising the 50th Anniversary — Public Service Consumption in the Name of the Doctor

Mediatizing the 50th Anniversary — Cinematic Liveness and the “Developing Art” of the Doctor

Back Matter