Tag Archives: Keith Johnston

TRAILER TECHNOLOGY: From Sound to Portability, There's a Message in the Medium

Posted on March 22, 2012 by Frederick Greene

(I’m indebted to Dr. Keith Johnston, of the University of East Anglia, for these many insights. His book, “Coming Soon: Film Trailers and the Selling of Hollywood Technology,” published in 2009 is still the defining study of the subject.) Technology … Continue reading →

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Trailers are and Trailers do…..Insights from Scholars rather than trailermakers

Posted on January 31, 2012 by Frederick Greene

“The Production of a film includes the making of its “consumable” identity. Certain filmic elements are developed into a premeditated network of advertising and promotion that will enter the social sphere of reception. Such an intricate relation between film and … Continue reading →

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Singin’ in the Rain – A Unified Analysis of Technology, Stars and Representation

Posted on September 26, 2011 by Frederick Greene

EXCERPTED from Keith Johnston’s: “Coming Soon: Film Trailers and the Selling of Hollywood Technology,” (MacFarland, 2009)  pp 13-17, by permission of the Author. From the point of view of film history, the Singin’ in the Rain trailer could be regarded … Continue reading →

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