Marketing and Consumption of Oz from L. Frank Baum to Broadway

This book examines the long life of the Oz myth ti describe and explain its history of production-consumption pairings, thus illustrating how Oz has sustained itself for over a century. Offering a study in cultural sustainability and an examination of the marketing machinery and consumption patterns that make such sustainability possible, this book draws on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation. In doing so, it examines key adaptations and extensions of Baum’s 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked, its extensions, and finally, Oz the Great and Powerful, Disney’s recent (and highly lucrative) venture that builds on the considerable success of Wicked.