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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, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSSO for personal use.date: 04 December 2021

To Brand and Rebrand: Questioning the Futurity of Tyler Perry

To Brand and Rebrand: Questioning the Futurity of Tyler Perry

(p.225) Chapter Eleven To Brand and Rebrand: Questioning the Futurity of Tyler Perry
From Madea to Media Mogul

Leah Aldridge

University Press of Mississippi

Leah Aldridge considers where things might go for Perry in this contemporary moment. She questions: Can we expect to see Perry rebrandin order to broaden his appeal to more mainstream or international markets? What might such changes mean for both his representations of blackness and for his domestic media empire? In doing so, she encourages us to think of Tyler Perry’s image as central to discussions about celebrity, branding, blackness, consumption, marketing, and (international) distribution.

Keywords:   Rebrand, Futurity, International Markets, Domestic Media, Distribution

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