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as "functional equivalents to keywords" that "emerge, or... are strategically produced and distributed... and considered worth being archived, remembered, called for and used as a major element in (audio-) visual horizons of actions and means of co-ordination or (ex-)communication for some time."
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state that their research indicates that people focus on key art for 1.8 seconds, and that such artwork is the biggest influence upon their viewers' decisions to engage with content. Netflix key art is currently thumbnail- rather than design-based, as artwork is shaped by user activities and
82:(who incorporated the Key Art Awards into their own awards in 2011), explained that key art was historically understood to be movie posters, but has expanded especially due to the influence of digital media.
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In video games, key art is produced earlier and helps to convey a vision of the game to the team of artists working to develop it, as well as then being used in advertising and on
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Key art is often shaped by contracts with actors, directors and others, and so post-release adjustments to advertising can be limited by these contractual agreements.
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Unlike book art and film posters, television key art is horizontal and is most often produced at
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Dictionary of Film
Finance and Distribution: A Guide for Independent Filmmakers
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Marketing to
Moviegoers: A Handbook of Strategies and Tactics, Third Edition
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demographics, and built by algorithms extracting screenshots from video.
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were voted to be the most iconic key art of the previous 35 years.
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Transmedia
Marketing: From Film and TV to Games and Digital Media
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396:"Amazing Things You Ought To Know About Video Game Key Art"
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316:. Nielsen Business Media, Inc. pp. 60, 68.
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