MOVIE TRAILERS GET ACADEMIC RESPECT: Frames Cinema Journal (Univ. of St. Andrews) Publishes an Entire Issue to Promotional Materials

FRAMES CINEMA JOURNAL Masthead

In the letter from the editors, Kathleen Scott & Sarah Solimon make the following assertion:

“Promotional materials are an essential, yet often overlooked, aspect of the film industry. In continuing our dedication to emerging areas of research in film, we wanted this issue of Frames to explore the importance of extra-textual materials. Promotional materials for films are becoming an increasingly important part of the film experience. More than simply marketing a film and setting up audience expectations; they become a part of the viewing experience itself, making the enjoyment of a film last for months in advance. By devoting this issue of Frames to scholarship examining promotional materials, we seek to advance the importance of these issues and stimulate debate within the discipline of film studies and related fields.”

I’ll be talking about the claims of the articles in the weeks to follow, but do check out the issue. I’m told it’s the first time that a major film journal has ever devoted an entire issue to the materials that advertise, promote, position and herald a film rather than the films themselves. In other words, Trailers have become an official, legitimate subject of academic inquiry. HOORAY!

Here’s the Table of Contents: (Some names will be familiar to regular readers of this blog.)

Promotional Materials
Issue 3, May 2013
EDITORIAL

Letter from the Editors
BY KATHLEEN SCOTT AND SARAH SOLIMAN
Introduction: Still Coming Soon? Studying Promotional Materials
BY KEITH M. JOHNSTON
FEATURE ARTICLES

Working in the World of Propaganda: Early Trailers & Modern Discourses of Social Control
BY FREDERICK GREENE
The Advertising Director as Coming Attraction: Television Advertising as Hollywood Business Card in the Age of Digital Distribution
BY LEON GUREVITCH
‘Action… Suspense… Emotion!’: The Trailer as Cinematic Performance
BY DANIEL HESFORD
Imaging a Female Filmmaker: The Director Personas of Nishikawa Miwa and Ogigami Naoko
BY COLLEEN LAIRD
Aspirational paratexts: the case of “quality openers” in TV promotion
BY ENRICA PICARELLI
‘Glamorous Bait for an Amorous killer!’: How post-war audiences were Lured by Lucille and the working-girl investigator
BY ELLEN WRIGHT
DVD Special Features and Stage Greetings: Whose Promotional Material Is It Anyway?
BY JONATHAN WROOT
INTERVIEWS

Interview with Shaun Farrington
BY KEITH M. JOHNSTON
Interview with Frederick L. Greene
BY KEITH M. JOHNSTON
Interview with Esther Harris
BY KEITH M. JOHNSTON
Interview with Paul N. Lazarus
BY KEITH M. JOHNSTON
Interview with Bill Seymour
BY KEITH M. JOHNSTON
Interview with Anthony Sloman
BY KEITH M. JOHNSTON

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About Frederick Greene

Entertainment Copywriter & Visiting Assistant Professor, UCLA Dept. of Theater, Film & Television. I teach a graduate seminar in new movie marketing, which focuses on the history, contemporary practice and likely future of a/v advertising for motion picture entertainment.
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