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.

Other information

• Original language: English
• Type of outcome: Article in a journal
• Field of Study: Literature, mass media, audio-visual activities
• Country of publisher: United States of America
• Confidentiality degree: is not subject to a state or trade secret
• WWW: 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

Abstract

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.

Abstract (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.