Entertaiment is anything that provides enjoyment, amusement, or merriment. People may engage in entertainment activities actively, as when they play a sport for fun; or passively, as when they watch a movie. Bates and Ferri (2010) define entertainment as something understood objectively, it encompasses communication between text and audience from an external stimulus, offers pleasure, requires an audience to exist and occurs in a passive form.
Oftentimes, when we hear the word entertaiment we think of Disney or Theodore Levitt or some other storytelling expert. But that’s a mistake. Ultimately, the most important things that entertainment companies do are not telling stories and generating revenue. The most important thing that they do is build love. To do that, they manage their proprieties in such a way as to create deep affinity and sustain a high level of affinity over time.