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@article{630964, author = {Skopal, Pavel}, article_location = {USA}, article_number = {1}, keywords = {DVD; marketing; Working Title Films; romantic comedies}, language = {eng}, issn = {0146-5546}, journal = {Jump Cut}, title = {DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation}, url = {http://www.ejumpcut.org/currentissue/DVDMktg/index.html}, volume = {48}, year = {2006} }
TY - JOUR ID - 630964 AU - Skopal, Pavel PY - 2006 TI - DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation JF - Jump Cut VL - 48 IS - 1 SP - 1-22 EP - 1-22 SN - 01465546 KW - DVD KW - marketing KW - Working Title Films KW - romantic comedies UR - http://www.ejumpcut.org/currentissue/DVDMktg/index.html N2 - The study follows the case of the British Working Title Films' production that is co/produced and distributed by Universal. All the materials included on a particular DVD can be used as a cultural filter routing the viewer to a territory that is more culturally familiar and less discouraging. In the case of “foreign” productions, co-produced and distributed by a Hollywood studio, the distributor for the U.S. market wants to produce a culturally- and market-specific context, to appropriate and “frame” the culturally foreign product through the paratexts circulating around the film itself. ER -
SKOPAL, Pavel. DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation. \textit{Jump Cut}. USA, 2006, roč.~48, č.~1, s.~1-22. ISSN~0146-5546.
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