Publication details
DVD marketing in the U.S. of Working Titles British romantic comedies: Framing reception and strategies of cultural appropriation
| Authors | |
|---|---|
| Year of publication | 2006 |
| Type | Article in Periodical |
| Magazine / Source | Jump Cut |
| MU Faculty or unit | |
| Citation | |
| Web | http://www.ejumpcut.org/currentissue/DVDMktg/index.html |
| Field | Mass media, audiovision |
| Keywords | DVD; marketing; Working Title Films; romantic comedies |
| Description | 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. |