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From Madea to Media MogulTheorizing Tyler Perry$
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TreaAndrea M. Russworm, Samantha N. Sheppard, and Karen M. Bowdre

Print publication date: 2016

Print ISBN-13: 9781496807045

Published to University Press of Mississippi: January 2018

DOI: 10.14325/mississippi/9781496807045.001.0001

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PRINTED FROM Mississippi SCHOLARSHIP ONLINE (www.mississippi.universitypressscholarship.com). (c) Copyright University Press of Mississippi, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSSO for personal use.date: 30 March 2020

“Tyler Perry Presents …”: The Cultural Projects, Partnerships, and Politics of Perry’s Media Platforms

“Tyler Perry Presents …”: The Cultural Projects, Partnerships, and Politics of Perry’s Media Platforms

Chapter:
(p.3) Chapter One “Tyler Perry Presents …”: The Cultural Projects, Partnerships, and Politics of Perry’s Media Platforms
Source:
From Madea to Media Mogul
Author(s):

Samantha N. Sheppard

Publisher:
University Press of Mississippi
DOI:10.14325/mississippi/9781496807045.003.0001

Samantha N. Sheppard provides a broad and establishing consideration of how Perry functions in and across different media industries. Sheppard analyzes Perry’s different “practices,” “partnerships,” and “politics” as she explores some of the ways in which Perry maximizes his name recognition and brand across different platforms like theater, film, television, straight to DVD, and video on demand. While Perry’s brand has been instrumental in marketing his high volume of creative projects, other directors and writers now also seek an association with him so that they might leverage their own works. In this way, Sheppard theorizes that Perry has become a media platformonto himself. In complicating and destabilizing the assumption that a partnership with Perry will naturally lead to success, the chapter concludes with an analysis of the production and marketing of one of Perry’s affiliated projects, Tina Gordon Chism’s 2013 comedy Tyler Perry Presents Peeples.

Keywords:   Platform, Marketing, Partnerships, Brand, Industries

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