'Film Cultures is thought-provoking and challenging. By opening film theory up to the many simultaneous networks of relation (that is, the cultures) of film, it asks both viewer and student to take film more seriously' - Communication Research Trends `Film Cultures weaves together insights from cultural theory and film studies to provide a complex and absorbing theoretical account of contemporary film culture. Harbord writes with authority, imagination and wit and her delicate deployment of modernist and postmodernist cultural accounts makes rewarding reading' - Christine Geraghty, Professor of Film and Television, University of Glasgow Film Cultures argues that our tastes for film connect us to social, spatial and temporal networks of exchange and meaning. Whether we view film in the multiplex, arthouse or the gallery, as cinema premiere, video hire or from a cable channel, whether we approach film as a singular object or a hypertext linked to ancillary products, our relationship to film is inhabiting a culture. Shifting the focus of film analysis from the text to paths of circulation, Film Cultures questions how film connects us to social status, and national and global affiliations.

Marketing Films and Audiences

Marketing Films and Audiences
Marketing films and audiences

The marketing of film is often perceived to be the mediation of texts and audiences, products and consumers, the bridging function between the commodity and its destination. Conceived in this way as an interface, marketing can be read in one of two ways. First – the more benign model – marketing is the provision of information about film, an increasingly important communication function in a saturated marketplace. Here, marketing may be highly designed, competitively aimed, seductive in its appeal, but ‘underneath’ this appearance it serves a role as provider in the information economy. This approach is related to the conceptualization of contemporary cultural production as post-Fordist, a diversified market in terms of the fragmented range of audience tastes ...

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