Do you deserve to see the DVD trailer? Fans, franchise
familiars, and the rhetoric of the Star Wars DVD trailers.

C 2009

Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.

SKOPAL, Pavel

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

Language

English

Type of outcome

Kapitola resp. kapitoly v odborné knize

Field of Study

Literature, mass media, audio-visual activities

Country of publisher

Germany

Confidentiality degree

není předmětem státního či obchodního tajemství

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

Abstract

ORIG CZ

V originále

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).

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.

Citovat

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.

@inbook{824965,
   author = {Skopal, Pavel},
   address = {Marburg},
   booktitle = {Film als Baustelle. Das Kino und seine Paratexte},
   keywords = {DVD; film fandom; reception; distribution},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Marburg},
   isbn = {3-89472-670-9},
   pages = {147-162},
   publisher = {Schüren},
   title = {Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.},
   year = {2009}
}

TY  - CHAP
ID  - 824965
AU  - Skopal, Pavel
PY  - 2009
TI  - Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.
VL  - Marburger Schriften zur Medienforschung 10
PB  - Schüren
CY  - Marburg
SN  - 3894726709
KW  - DVD
KW  - film fandom
KW  - reception
KW  - distribution
N2  - 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).
ER  -

SKOPAL, Pavel. Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers. In \textit{Film als Baustelle. Das Kino und seine Paratexte}. Marburg: Schüren, 2009, p.~147-162. Marburger Schriften zur Medienforschung 10. ISBN~3-89472-670-9.

Detailed Information on Publication Record