DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation

SKOPAL, Pavel. DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation. Jump Cut. USA, 2006, vol. 48, No 1, p. 1-22. ISSN 0146-5546.

Basic information

Original name

DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation

Name in Czech

Britské romantické komedie na americkém DVD trhu: kulturní rámování recepce a strategie apropriace

Authors

SKOPAL, Pavel (203 Czech Republic, guarantor)

Edition

Jump Cut, USA, 2006, 0146-5546

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Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

Literature, mass media, audio-visual activities

Country of publisher

United States of America

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

URL

RIV identification code

RIV/00216224:14210/06:00016673

Organization unit

Faculty of Arts

Keywords in English

DVD; marketing; Working Title Films; romantic comedies

Tags

DVD, marketing, romantic comedies, Working Title Films

Tags

Reviewed

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Abstract

V originále

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.

In Czech

Studie produkce britské společnosti Working Title Films, jejíž filmy spoluprodukuje a distribuuje studio Universal, sleduje způsoby přizpůsobování britské produkce pro americký trh. Materiály připojené na DVD k filmu mohou být využity jako kulturní filtr, který směruje diváka do oblasti, která je mu kulturně bližší.