CHAPTER SEVENEXPRESSING THE PROMISE

Brand Narrative, Brand Voice, and Communications Strategy

The parking lot of the Nokia Theatre in Los Angeles is not ordinarily a campsite. Yet on an unseasonably cold Monday night in June 2010, a crowd of people pitched tents and lounged on sleeping bags outside the downtown concert venue. More would congregate in the days ahead, each of them hoping for the same thing: to be one of nine thousand audience members to see the premiere of Eclipse, the third installment of the Twilight motion picture franchise.

In just five years after it first appeared on bookshelves, Twilight had become one of the most successful entertainment ventures of all time, selling more than one hundred million books, grossing more than ...

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