Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and Theory of Film Advertising

Staiger, Janet

doi:10.2307/1225178

Cited by 42 publications

(16 citation statements)

References 5 publications

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“…Whereas Janet Staiger's work on how advertising historically changed production practices in Hollywood cinema strongly suggests that a culture of production has transformed into a culture of consumption (Staiger 1990), I would argue that in Thailand this is nowhere more apparent than in Thai advertising agencies turning toward filmmaking, and partnering with multimedia conglomerates. However, for independent filmmakers, there are no such clear formulations.…”

Section: Aesthetics or Economic Cultural Practice?mentioning

confidence: 92%

Working practices in Thai independent film production and distribution

Musikawong¹

2007

Inter-Asia Cultural Stud.

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In the late 1990s, independent Thai films became a new burgeoning industry, with the beginnings of international recognition. Taking three case studies, Apichatpong Weerasethakul's Mysterious Object at Noon (2000), Thunska Pansittivorakul's Voodoo Girls (2003) and Aditya Assarat and Mingmongkol Sonakul's Ma-mee/ Three Friends (2005), I argue that the digital format for DVD/VCDs is paving the way for independent filmmakers/producers to participate in the art film market abroad and to cut production costs. Following the economics of money flows makes it clear that 'independent film' in Thailand is less about economic independence than a type of branding and packaging of aesthetics and content. While film, economically, is never outside the workings of capital, the content and style of the three film projects considered here seek to break out of the conventions set by the commercial Thai film narrative style.

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Section: Aesthetics or Economic Cultural Practice?mentioning

confidence: 92%

Working practices in Thai independent film production and distribution

Musikawong¹

2007

Inter-Asia Cultural Stud.

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“…4 Questions which have been explored by Janet Staiger in her study of film advertising in the United States in the 1910s and after have barely been touched at all. 5 This is a surprising lacuna for the contribution of cinema to Italian modernization is widely acknowledged, as is cinema's central place in mass leisure. 6 It may be suggested that the problem lies, first, in the widespread focus on the auteur that historically marked the study of film in Italy.…”

Section: Stephen Gundlementioning

confidence: 99%

‘We Have Everything to Learn from the Americans’: Film Promotion, Product Placement and Consumer Culture in Italy, 1945-1965

Gundle¹

2020

Historical Journal of Film, Radio and Television

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“…Note also that Staiger (1990) imparts this additional perspective, as she stresses that it was realized through many extra-diegetic shots; for example, the viewer is coming back stage and catching a glimpse of the life behind the stage-behind the diegesis. 6 There are examples of something similar.…”

Section: Notesmentioning

confidence: 99%

Reduced Narration, Intensified Emotion: The Film Trailer

Jensen¹

2014

Projections

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This article investigates the film trailer in a cognitive film analytic perspective. More specifically, the focus is on how it circumvents its ontological tension between both giving and holding back its product-the film-at the same time. The hypothesis is that trailers that follow a classic genre convention seek to sell their products by condensing a range of genre traits, which arouses a specific, intense emotional experience. Most particularly, the trailer chooses to activate the main genre of the film and the corresponding range of emotions by reducing and reordering its often complex narrative. On this basis, compared to the film, the trailer may be viewed as an alternative narrative.

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Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and Theory of Film Advertising

Cited by 42 publications

References 5 publications

Working practices in Thai independent film production and distribution

Working practices in Thai independent film production and distribution

‘We Have Everything to Learn from the Americans’: Film Promotion, Product Placement and Consumer Culture in Italy, 1945-1965

Reduced Narration, Intensified Emotion: The Film Trailer

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