Chapter Six: Moguls strive to create "hits" - which provide more than money, including "the cultural context in which people see themselves" (p. 157). Taking a hit to its ultimate impact creates a "phenomenon" (158-159) which "transforms the landscape," and fills a "niche." Examples of phenomena: Viagra, the Web, Star Wars, PalmPilot and cell phone technologies.

             Chapter Seven: The power of the Internet - and the "migration of content" (194) to the Web - has brought many previously non-entertainment-based corporations into the entertainment field. But, how can a company build reliable revenue from a Web-based presence? This chapter looks at all the ways, including subscriptions to Web sites, advertising, catalogue sales.

             Chapter Eight: The advent of adroit, high profile branding has helped ESPN, MTV, Martha Stewart, Mattel (Barbie doll), Starbucks, the NBA and other companies to push the envelope way past previous growth success stories, and gain a huge market share for their portion of the entertainment pie.

             Chapter Nine: How advertisers get the strongest message out to the precise targeted audience has become a fine art. Competition is so keen, that advertisers are more inclined to use creative marketing campaigns than just spend big bucks.

             Chapter Ten: Author Wolf offers his crystal ball into the future of Internet and other entertainment forms. He believes global entertainment competition will go as far at the human imagination will take it, which, he implies, will be limitless.

             Key Examples.

             Chapter One: When the little strip malls (circa 1950s) became outdated and boring, new malls - like the Mall of America in Minnesota (page 10) - were built, featuring entertainment instead of just shopping opportunities. The Mall of American featured an aquarium, movies, an amusement park; many other malls followed suit, using entertainment as the magnet to draw people away from their boring TV programs and dull lives.