Guess who is coming to Czechoslovakia : Creation of "Hollywood brand" at the Karlovy Vary International Film Festival during the Cold War

Abstract

This chapter argues that Hollywood used the Karlovy Vary International Film Festival to posit a commercially attractive brand image geared to Communist gatekeepers and local audiences during the Cold War period.

Keywords

• Hollywood
• Branding
• Cold War
• Karlovy Vary International Film Festival
• Cinema