SKOPAL, Pavel. Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers. In Film als Baustelle. Das Kino und seine Paratexte. Marburg: Schüren, 2009, p. 147-162. Marburger Schriften zur Medienforschung 10. ISBN 3-89472-670-9.
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Basic information
Original name Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.
Name in Czech Zasloužili jste si vidět tento DVD trailer? Fanoušci a rétorika DVD trailerů Hvězdných válek
Authors SKOPAL, Pavel (203 Czech Republic, guarantor, belonging to the institution).
Edition Marburg, Film als Baustelle. Das Kino und seine Paratexte, p. 147-162, 16 pp. Marburger Schriften zur Medienforschung 10, 2009.
Publisher Schüren
Other information
Original language English
Type of outcome Chapter(s) of a specialized book
Field of Study Literature, mass media, audio-visual activities
Country of publisher Germany
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
RIV identification code RIV/00216224:14210/09:00035232
Organization unit Faculty of Arts
ISBN 3-89472-670-9
Keywords (in Czech) DVD; fandovská kultura; recepce; distribuce
Keywords in English DVD; film fandom; reception; distribution
Tags distribution, DVD, film fandom, Reception
Tags International impact
Changed by Changed by: doc. Mgr. Pavel Skopal, Ph.D., učo 18130. Changed: 19/1/2013 22:03.
Abstract
Our study indicates how important the use of DVD for product differentiation and for addressing groups of viewers is and what specific role the format can have for Hollywood franchise movies. The DVD versions and the circulation of a huge amount of paratexts connected to them play an important role for the most important groups of viewers identified by marketing plans. The paratexts "feed" the fans with new information and artifacts, satisfy the demand of "franchise familiars" for an extension of the fictional world and the experience with it, and offer a new entry points for newcomers. The case study of DVD trailers focused on more specific mechanisms of distribution and reception. The demand of fans for any paratextual forms allows to distribute even a purpose-made marketing paratext (as a DVD trailer is) sequentially in "windows" and use them for differentiation of consumers and for commodification of fandom. For marketing of well established franchises, however, the franchise familiars are more important target group than the already established fan base. In distinction from expensive collector s packs for fans, the first releases of franchise movies on DVD are offered by the trailers as an extension of the already well known world of a fiction (and of its production).
Abstract (in Czech)
Studie ukazuje, jaký význanm hraje DVD v procesu diferenciace produktu a při oslovování různých skupin diváků a zaměřuje se také na otázku, jaká je role DVD formátu pro hollywoodské "franchise" filmy. DVD verze a oběh velkého množství paratextů s nimi spojených hrají důležitou roli pro nejdůležitější segmenty publika, které rozpoznávají marketingové strategie připravované pro jednotlivé tituly.
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